# Taboola.com > Performance advertising at scale on the Open Web, AI bidding and optimization, predictive audiences, generative AI creative, display, vertical, carousel, and motion ads formats. Website: https://www.taboola.com --- ## Pages ### Taboola News URL: https://www.taboola.com/taboola-news Last Modified: 2025-02-06 14:56:29 --- ### Our Story URL: https://www.taboola.com/about/our-story Last Modified: 2025-05-27 04:04:08 --- ### Press Center URL: https://www.taboola.com/taboola-story-hub Last Modified: 2022-08-11 19:36:01 --- ### Management URL: https://www.taboola.com/about/management Last Modified: 2025-04-28 09:29:47 --- ### About URL: https://www.taboola.com/about Last Modified: 2020-06-22 16:09:49 --- ### Demo Page URL: https://www.taboola.com/demo Last Modified: 2023-02-19 09:37:55 --- ### Branding URL: https://www.taboola.com/branding Last Modified: 2024-06-04 05:39:58 --- ### Demo Preview URL: https://www.taboola.com/demo-preview Last Modified: 2021-02-24 01:20:45 --- ### Newsroom URL: https://www.taboola.com/newsroom Last Modified: 2022-06-14 08:42:55 --- ### Native Advertising URL: https://www.taboola.com/native-advertising Last Modified: 2025-02-20 05:21:46 --- ### Publishers URL: https://www.taboola.com/publishers Last Modified: 2021-05-30 07:49:45 --- ### Resources URL: https://www.taboola.com/resources Last Modified: 2020-07-13 04:31:11 --- ### Contact URL: https://www.taboola.com/contact Last Modified: 2024-07-11 07:05:09 --- ### Thank You URL: https://www.taboola.com/thank-you-contact Last Modified: 2021-02-24 01:34:40 --- ### Board URL: https://www.taboola.com/about/board Last Modified: 2025-06-04 03:33:52 --- ### Report URL: https://www.taboola.com/report Last Modified: 2025-08-06 03:25:20 --- ### Video Portfolio URL: https://www.taboola.com/video-portfolio Last Modified: 2020-06-02 11:34:36 --- ### Ebooks URL: https://www.taboola.com/resources/e-book Last Modified: 2020-07-19 11:51:57 --- ### Best Practices URL: https://www.taboola.com/resources/best-practices Last Modified: 2020-07-19 11:50:48 --- ### Taboola Webinars URL: https://www.taboola.com/resources/webinars Last Modified: 2023-07-12 06:08:18 --- ### All Press Releases URL: https://www.taboola.com/all-press-releases Last Modified: 2022-08-15 06:58:38 --- ### All News Items URL: https://www.taboola.com/all-news-items Last Modified: 2020-07-27 09:16:17 --- ### wibbitz URL: https://www.taboola.com/wibbitz Last Modified: 2021-03-16 11:50:26 <!doctype html> --- ### amp documentation URL: https://www.taboola.com/amp-documentation Last Modified: 2020-08-30 19:47:45 --- ### Policies URL: https://www.taboola.com/policies Last Modified: 2020-10-25 08:21:12 --- ### Awareness URL: https://www.taboola.com/advertise/awareness Last Modified: 2024-06-03 02:35:56 --- ### Consideration URL: https://www.taboola.com/advertise/consideration Last Modified: 2022-01-30 08:23:14 --- ### Conversions URL: https://www.taboola.com/advertise/conversions Last Modified: 2022-01-27 14:21:26 --- ### Careers URL: https://www.taboola.com/careers Last Modified: 2025-12-08 08:12:40 --- ### Teams URL: https://www.taboola.com/careers/teams Last Modified: 2021-02-08 14:06:10 --- ### Discover Our Moments URL: https://www.taboola.com/careers/discover Last Modified: 2022-09-08 15:01:13 --- ### Explore All Jobs URL: https://www.taboola.com/careers/jobs Last Modified: 2021-02-08 14:04:45 --- ### Guilding Principles URL: https://www.taboola.com/careers/principles Last Modified: 2021-02-08 14:05:02 --- ### Our Locations URL: https://www.taboola.com/careers/our-locations Last Modified: 2021-02-08 14:06:00 --- ### Offer Book URL: https://www.taboola.com/careers/offer-book Last Modified: 2023-01-24 12:55:39 --- ### Offer Book APAC URL: https://www.taboola.com/careers/offer-book-apac Last Modified: 2021-04-29 08:06:40 --- ### Offer Book EMEA URL: https://www.taboola.com/careers/offer-book-emea Last Modified: 2021-04-29 08:07:07 --- ### Taboola High Impact URL: https://www.taboola.com/advertise/high-impact-awareness Last Modified: 2023-08-03 07:56:40 --- ### Taboola Product interview URL: https://www.taboola.com/taboola-product-interview Last Modified: 2023-01-10 08:11:03 --- ### Social Responsibility URL: https://www.taboola.com/about/social-responsibility Last Modified: 2024-07-10 07:55:33 --- ### Taboola R&D interview URL: https://www.taboola.com/taboola-rnd-interview Last Modified: 2022-03-28 07:45:38 --- ### Professional Service Recruiting Process URL: https://www.taboola.com/professional-service-recruiting-process Last Modified: 2022-12-28 12:28:47 --- ### Creative Shop URL: https://www.taboola.com/creative-shop Last Modified: 2024-09-19 04:09:19 --- ### Demo URL: https://www.taboola.com/demo/ Last Modified: 2025-02-26 07:55:16 --- ### Demo Preview URL: https://www.taboola.com/demo-preview/ Last Modified: 2025-02-26 07:55:16 --- ### Advertiser URL: https://www.taboola.com/advertise/ Last Modified: 2026-05-14 11:39:02 --- ### Publishers URL: https://www.taboola.com/publishers/ Last Modified: 2026-04-09 07:05:38 --- ### Creative Shop URL: https://www.taboola.com/creative-shop/ Last Modified: 2026-07-29 13:45:56 --- ### Glossary URL: https://www.taboola.com/glossary/ Last Modified: 2026-02-02 12:48:11 --- ### Taboola Story Hub URL: https://www.taboola.com/taboola-story-hub/ Last Modified: 2025-08-21 07:36:19 --- ### Contact URL: https://www.taboola.com/contact/ Last Modified: 2026-02-04 10:38:13 --- ### Management URL: https://www.taboola.com/management/ Last Modified: 2026-06-15 08:58:30 --- ### Realize Pro URL: https://www.taboola.com/realize-pro/ Last Modified: 2025-11-12 12:27:29 --- ### Referral URL: https://www.taboola.com/referral/ Last Modified: 2026-02-09 09:51:10 --- ### Social Responsibility URL: https://www.taboola.com/social-responsibility/ Last Modified: 2026-01-14 14:25:42 --- ### DeeperDive URL: https://www.taboola.com/deeperdive/ Last Modified: 2026-06-16 11:48:15 --- ### Newsroom URL: https://www.taboola.com/newsroom/ Last Modified: 2026-06-03 13:51:06 --- ## Recorded Webinars ### Taboola's New Products for Advertisers URL: https://www.taboola.com/recorded-webinars/taboolas-new-products-for-advertisers Last Modified: 2024-08-01 11:10:11 --- ### Campaign Strategies to Sleigh the Holidays URL: https://www.taboola.com/recorded-webinars/upcoming-webinar-campaign-strategies-to-sleigh-the-holidays Last Modified: 2024-08-01 11:05:46 --- ### The Ultimate Q&A Session: How TO Scale with Native Ads URL: https://www.taboola.com/recorded-webinars/the-ultimate-qa-session-how-to-scale-with-native-ads Last Modified: 2024-08-01 11:06:52 --- ### Post-Click Strategies for Performance Campaigns URL: https://www.taboola.com/recorded-webinars/post-click-strategies-for-performance-campaigns Last Modified: 2024-08-01 11:07:40 --- ### The Ultimate Q&A Session: Maximize Native Ad Performance Across the Funnel URL: https://www.taboola.com/recorded-webinars/the-ultimate-qa-session-maximize-native-ad-performance-across-the-funnel Last Modified: 2024-08-01 11:08:32 --- ### GA4 Masterclass: What Marketers Need to Know Now URL: https://www.taboola.com/recorded-webinars/ga4-masterclass-what-marketers-need-to-know-now Last Modified: 2024-08-01 11:09:30 --- ### Maximiere den ROI: Wie du Social-Media-Kampagnen in Native Anzeigen umwandelst URL: https://www.taboola.com/recorded-webinars/maximiere-den-roi-wie-du-social-media-kampagnen-in-native-anzeigen-umwandelst Last Modified: 2024-08-01 11:15:09 --- ### Maximize ROI: Repurpose Social Campaigns for Native Ads URL: https://www.taboola.com/recorded-webinars/maximize-roi-repurpose-social-campaigns-for-native-ads Last Modified: 2024-08-01 11:11:05 --- ### Core Web Vitals + Cookieless World URL: https://www.taboola.com/recorded-webinars/core-web-vitals-cookieless-world Last Modified: 2024-08-01 11:17:42 --- ### Context Ist Der Sahnebecher URL: https://www.taboola.com/recorded-webinars/context-ist-der-sahnebecher Last Modified: 2024-08-01 11:17:17 --- ### The Need for Diverse Advertising URL: https://www.taboola.com/recorded-webinars/the-need-for-diverse-advertising Last Modified: 2024-08-01 11:19:04 --- ### Navigating Shifts in Ecommerce URL: https://www.taboola.com/recorded-webinars/navigating-shifts-in-ecommerce Last Modified: 2024-08-01 11:19:55 --- ### Moments of Next: Why, When, and Where They Happen URL: https://www.taboola.com/recorded-webinars/moments-of-next-why-when-and-where-they-happen Last Modified: 2021-10-20 20:06:05 --- ### Introducing the Moment of Next URL: https://www.taboola.com/recorded-webinars/introducing-the-moment-of-next Last Modified: 2021-10-20 20:05:50 --- ### Optimizing Your Video Creatives for Content Discovery URL: https://www.taboola.com/recorded-webinars/optimizing-your-video-creatives-for-content-discovery Last Modified: 2024-08-01 11:41:48 --- ### How Brands Communicate in Times of Crisis URL: https://www.taboola.com/recorded-webinars/how-brands-communicate-in-times-of-crisis Last Modified: 2021-10-20 20:05:39 --- ### Developing a Winning Content Marketing Strategy–Quickly URL: https://www.taboola.com/recorded-webinars/developing-a-winning-content-marketing-strategy%e2%80%93quickly Last Modified: 2024-08-01 11:42:50 --- ### Shift Your Auto Marketing Into Overdrive Auto Webinar URL: https://www.taboola.com/recorded-webinars/shift-your-auto-marketing-into-overdrive-auto-webinar Last Modified: 2021-10-20 20:08:27 --- ### Marketing at the Speed of Fashion and Beauty Webinar URL: https://www.taboola.com/recorded-webinars/marketing-at-the-speed-of-fashion-and-beauty-webinar Last Modified: 2021-10-20 20:05:58 --- ### What Creatives Drive the Best Ad Performance? URL: https://www.taboola.com/recorded-webinars/what-creatives-drive-the-best-ad-performance Last Modified: 2021-10-20 20:09:08 --- ### Tips to Increase Native Ad Performance URL: https://www.taboola.com/recorded-webinars/tips-to-increase-native-ad-performance Last Modified: 2021-10-20 20:09:03 --- ### What Makes Good Content? URL: https://www.taboola.com/recorded-webinars/what-makes-good-content Last Modified: 2021-10-20 20:09:12 --- ## Case Study ### Mercedes-Benz & OMD Taiwan URL: https://www.taboola.com/resources/case-studies/mercedes-benz-omd-taiwan Last Modified: 2026-06-15 03:51:55 --- ### Adnimation URL: https://www.taboola.com/resources/case-studies/adnimation Last Modified: 2026-06-08 06:37:57 --- ### Akbank & Optdcom URL: https://www.taboola.com/resources/case-studies/akbank-optdcom Last Modified: 2026-05-26 06:01:18 --- ### Embracon URL: https://www.taboola.com/resources/case-studies/embracon Last Modified: 2026-04-23 06:48:48 --- ### El Corte Inglés URL: https://www.taboola.com/resources/case-studies/el-corte-ingles Last Modified: 2026-03-16 13:09:00 --- ### MM New Media URL: https://www.taboola.com/resources/case-studies/mm-new-media Last Modified: 2026-03-05 07:59:46 --- ### Olight URL: https://www.taboola.com/resources/case-studies/olight Last Modified: 2026-02-23 08:26:53 --- ### El HuffPost URL: https://www.taboola.com/resources/case-studies/el-huffpost Last Modified: 2026-02-17 08:59:41 --- ### Good Neighbors URL: https://www.taboola.com/resources/case-studies/good-neighbors Last Modified: 2026-03-05 08:06:49 --- ### Mitsubishi & Cadastra URL: https://www.taboola.com/resources/case-studies/mitsubishi-cadastra Last Modified: 2026-01-22 09:48:07 --- ### Ypê & Zmes URL: https://www.taboola.com/resources/case-studies/ype-zmes Last Modified: 2026-01-02 04:37:25 --- ### The Independent URL: https://www.taboola.com/resources/case-studies/the-independent Last Modified: 2025-12-23 16:30:51 --- ### Manorama Online URL: https://www.taboola.com/resources/case-studies/manorama-online Last Modified: 2025-12-17 09:02:23 --- ### Cruise Critic URL: https://www.taboola.com/resources/case-studies/cruise-critic Last Modified: 2025-12-12 17:13:29 --- ### Ströer URL: https://www.taboola.com/resources/case-studies/stroer Last Modified: 2025-10-28 06:54:07 --- ### Minor Hotels URL: https://www.taboola.com/resources/case-studies/minor-hotels Last Modified: 2025-10-14 04:04:17 --- ### USA TODAY URL: https://www.taboola.com/resources/case-studies/usa-today Last Modified: 2025-10-07 16:50:56 --- ### Verisure Chile URL: https://www.taboola.com/resources/case-studies/verisure-chile Last Modified: 2025-09-17 11:29:47 --- ### Livguard URL: https://www.taboola.com/resources/case-studies/livguard Last Modified: 2025-09-23 09:25:26 --- ### Ashiana Housing Ltd. URL: https://www.taboola.com/resources/case-studies/ashiana-housing-ltd Last Modified: 2025-09-02 09:42:28 --- ### Lankasri URL: https://www.taboola.com/resources/case-studies/lankasri Last Modified: 2025-08-13 08:41:09 --- ### REV Media Group URL: https://www.taboola.com/resources/case-studies/rev-media-group Last Modified: 2025-08-11 14:46:00 --- ### Philips URL: https://www.taboola.com/resources/case-studies/philips-home-appliances Last Modified: 2025-08-11 14:46:25 --- ### Unilever URL: https://www.taboola.com/resources/case-studies/unilever-project-agora Last Modified: 2025-08-11 14:46:42 --- ### Chery - Hebrew URL: https://www.taboola.com/resources/case-studies/chery-hebrew Last Modified: 2025-06-20 01:43:37 --- ### Meitav - Hebrew URL: https://www.taboola.com/resources/case-studies/meitav-hebrew Last Modified: 2025-06-20 01:07:32 --- ### NYDJ & iQuanti URL: https://www.taboola.com/resources/case-studies/nydj-iquanti Last Modified: 2025-08-15 03:53:32 --- ### El Nacional URL: https://www.taboola.com/resources/case-studies/el-nacional.cat Last Modified: 2025-06-13 10:32:35 --- ### Ziwo URL: https://www.taboola.com/resources/case-studies/ziwo Last Modified: 2025-06-11 03:25:55 --- ### Meitav URL: https://www.taboola.com/resources/case-studies/meitav Last Modified: 2025-06-10 14:48:37 --- ### Chery URL: https://www.taboola.com/resources/case-studies/chery Last Modified: 2025-06-10 11:24:07 --- ### AIDA & Initiative URL: https://www.taboola.com/resources/case-studies/aida-initiative Last Modified: 2025-08-11 14:32:17 --- ### PortAventura World URL: https://www.taboola.com/resources/case-studies/portaventura-world Last Modified: 2025-06-17 10:17:11 --- ### Madame Coco & Ingage URL: https://www.taboola.com/resources/case-studies/madame-coco Last Modified: 2025-06-11 05:21:57 --- ### Medios Deportivos URL: https://www.taboola.com/resources/case-studies/medios-deportivos Last Modified: 2025-05-14 10:28:48 --- ### The Indian Express URL: https://www.taboola.com/resources/case-studies/the-indian-express Last Modified: 2025-05-14 10:29:17 --- ### Nation Media Group URL: https://www.taboola.com/resources/case-studies/nation-media-group Last Modified: 2025-05-14 10:29:37 --- ### Gazeta São Paulo URL: https://www.taboola.com/resources/case-studies/gazeta-sao-paulo Last Modified: 2025-04-16 17:15:59 --- ### GMF URL: https://www.taboola.com/resources/case-studies/gmf Last Modified: 2025-03-24 13:02:30 --- ### Verisure URL: https://www.taboola.com/resources/case-studies/verisure Last Modified: 2025-03-11 16:07:56 --- ### Blancheporte & Schwartz Consulting URL: https://www.taboola.com/resources/case-studies/blancheporte-schwartz-consulting Last Modified: 2025-03-06 11:02:59 --- ### Apartments.com URL: https://www.taboola.com/resources/case-studies/apartments.com Last Modified: 2025-02-27 12:12:27 --- ### H2Bet URL: https://www.taboola.com/resources/case-studies/h2bet Last Modified: 2025-04-07 14:23:01 --- ### Leckerschmecker.me URL: https://www.taboola.com/resources/case-studies/leckerschmecker.me Last Modified: 2025-01-13 17:01:54 --- ### Peugeot & Publicis Media URL: https://www.taboola.com/resources/case-studies/peugeot-publicis-media Last Modified: 2025-08-13 08:36:09 --- ### Vivara & Media.Monks URL: https://www.taboola.com/resources/case-studies/vivara-media.monks Last Modified: 2025-01-02 10:54:39 --- ### Open English URL: https://www.taboola.com/resources/case-studies/open-english Last Modified: 2024-12-17 10:11:42 --- ### Crucial & Spark Foundry URL: https://www.taboola.com/resources/case-studies/crucial-spark-foundry Last Modified: 2024-11-20 10:44:02 --- ### Amplifon URL: https://www.taboola.com/resources/case-studies/amplifon Last Modified: 2024-11-12 14:27:53 --- ### Nutrientes VidaLabs URL: https://www.taboola.com/resources/case-studies/nutrientes-vidalabs Last Modified: 2024-11-11 12:58:07 --- ### HuffPost Korea URL: https://www.taboola.com/resources/case-studies/huffpost-kr Last Modified: 2024-11-08 12:33:57 --- ### Lidl Hellas & Project Agora URL: https://www.taboola.com/resources/case-studies/lidl-hellas-project-agora Last Modified: 2024-11-07 12:39:03 --- ### abrdn Investments & Starcom URL: https://www.taboola.com/resources/case-studies/abrdn-starcom Last Modified: 2024-11-05 12:27:07 --- ### Wyborkierowcow.pl URL: https://www.taboola.com/resources/case-studies/wyborkierowcow.pl Last Modified: 2024-11-04 14:21:56 --- ### Piramal Realty & Realatte Ventures URL: https://www.taboola.com/resources/case-studies/piramal-realty-realatte-ventures Last Modified: 2024-10-03 10:27:26 --- ### ballnews media URL: https://www.taboola.com/resources/case-studies/ballnews-media Last Modified: 2024-09-13 13:11:27 --- ### Kavak URL: https://www.taboola.com/resources/case-studies/kavak Last Modified: 2024-09-13 12:19:28 --- ### Grupo Crónica URL: https://www.taboola.com/resources/case-studies/grupo-cronica Last Modified: 2024-09-25 15:05:01 --- ### Motor Culture Australia URL: https://www.taboola.com/resources/case-studies/motor-culture-australia Last Modified: 2024-08-27 12:45:48 --- ### Seattle Times Media Solutions URL: https://www.taboola.com/resources/case-studies/seattle-times-media-solutions Last Modified: 2024-07-16 13:54:04 --- ### Citroën & Publicis URL: https://www.taboola.com/resources/case-studies/citroen-publicis Last Modified: 2024-07-10 12:29:24 --- ### 7NEWS URL: https://www.taboola.com/resources/case-studies/7news Last Modified: 2024-07-01 18:09:13 --- ### Health IQ Communications URL: https://www.taboola.com/resources/case-studies/health-iq-communications Last Modified: 2024-07-08 11:23:37 --- ### The Independent URL: https://www.taboola.com/resources/case-studies/the-independent-uk Last Modified: 2024-06-04 10:28:56 --- ### The Independent URL: https://www.taboola.com/resources/case-studies/the-independent-us Last Modified: 2024-06-04 10:31:16 --- ### Yellow Cake Media URL: https://www.taboola.com/resources/case-studies/yellow-cake-media Last Modified: 2024-05-23 11:30:12 --- ### Bedrop URL: https://www.taboola.com/resources/case-studies/bedrop Last Modified: 2024-05-21 10:54:58 --- ### MacLucan & Panda Security URL: https://www.taboola.com/resources/case-studies/maclucan-panda-security Last Modified: 2024-05-17 08:15:13 --- ### Gray Television URL: https://www.taboola.com/resources/case-studies/gray-television Last Modified: 2024-05-08 10:21:25 --- ### Yahoo & Travel Company URL: https://www.taboola.com/resources/case-studies/yahoo-travel-company Last Modified: 2024-04-30 14:30:07 --- ### Yahoo & Tech Company URL: https://www.taboola.com/resources/case-studies/yahoo-and-tech-company Last Modified: 2024-04-24 15:49:43 --- ### Enpal URL: https://www.taboola.com/resources/case-studies/enpal Last Modified: 2024-05-10 11:41:11 --- ### Ezer Mizion & Digital Vibe - Hebrew URL: https://www.taboola.com/resources/case-studies/ezer-mizion-digital-vibe-hebrew Last Modified: 2024-03-20 06:17:36 --- ### Hyundai URL: https://www.taboola.com/resources/case-studies/hyundai Last Modified: 2024-03-19 12:39:12 --- ### Ezer Mizion & Digital Vibe URL: https://www.taboola.com/resources/case-studies/ezer-mizion-digital-vibe Last Modified: 2024-03-14 11:52:12 --- ### Yahoo & Financial Company URL: https://www.taboola.com/resources/case-studies/yahoo-financial-company-2 Last Modified: 2024-04-24 10:57:48 --- ### One Zero Bank - Hebrew URL: https://www.taboola.com/resources/case-studies/one-zero-bank-hebrew Last Modified: 2024-03-02 04:46:39 --- ### Yahoo & Financial Company URL: https://www.taboola.com/resources/case-studies/yahoo-financial-company Last Modified: 2024-04-24 11:00:32 --- ### HPE Automotores & Media.Monks URL: https://www.taboola.com/resources/case-studies/hpe-automotores-media.monks Last Modified: 2024-02-26 11:02:54 --- ### One Zero Bank URL: https://www.taboola.com/resources/case-studies/one-zero-bank Last Modified: 2024-02-16 16:39:18 --- ### Muang Thai Life Assurance PCL URL: https://www.taboola.com/resources/case-studies/muang-thai-life-assurance-pcl Last Modified: 2024-02-05 16:44:05 --- ### HPE Automotores & Media.Monks URL: https://www.taboola.com/resources/case-studies/hpe-media.monks Last Modified: 2024-01-29 12:59:43 --- ### Vodafone Turkey URL: https://www.taboola.com/resources/case-studies/vodafone-turkey Last Modified: 2024-01-31 13:52:41 --- ### Realtime Agency URL: https://www.taboola.com/resources/case-studies/realtime-agency Last Modified: 2024-01-16 14:52:02 --- ### Dziennik.pl URL: https://www.taboola.com/resources/case-studies/dziennik.pl Last Modified: 2024-01-04 12:01:13 --- ### Renault On Demand URL: https://www.taboola.com/resources/case-studies/renault-on-demand Last Modified: 2024-01-08 12:17:35 --- ### Digital Athlete URL: https://www.taboola.com/resources/case-studies/digital-athlete Last Modified: 2024-03-11 07:48:45 --- ### BORA & Territory Media URL: https://www.taboola.com/resources/case-studies/bora-territory-media Last Modified: 2023-12-22 10:52:13 --- ### Ancestry & Performics URL: https://www.taboola.com/resources/case-studies/ancestry-performics Last Modified: 2023-12-19 15:15:23 --- ### Click Crew Media URL: https://www.taboola.com/resources/case-studies/click-crew-media Last Modified: 2023-11-29 12:14:36 --- ### ABOUT YOU URL: https://www.taboola.com/resources/case-studies/about-you Last Modified: 2024-01-09 11:04:38 --- ### BlazePod URL: https://www.taboola.com/resources/case-studies/blazepod Last Modified: 2023-10-23 13:55:58 --- ### Seven.One Entertainment Group URL: https://www.taboola.com/resources/case-studies/seven.one-entertainment-group Last Modified: 2023-11-06 12:07:27 --- ### Notix URL: https://www.taboola.com/resources/case-studies/notix Last Modified: 2023-10-11 12:26:50 --- ### Resolution URL: https://www.taboola.com/resources/case-studies/resolution Last Modified: 2023-09-29 12:47:48 --- ### AVVA URL: https://www.taboola.com/resources/case-studies/avva Last Modified: 2023-09-26 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https://www.taboola.com/best-practices/creating-content-pages-that-convert Last Modified: 2021-10-20 18:57:58 --- ## Engineering ### Inside RecSys 2025: How LLMs Are Rewriting the Rules of Recommendations URL: https://www.taboola.com/engineering/recsys-2025-ai-recommendation-trends/ Last Modified: 2026-02-09 09:01:10 Explore the top trends from RecSys 2025 in Prague, including LLM-powered recommendations, Relational Foundation Models, data quality advances, and real-world AI challenges. At RecSys 2025 in Prague, one trend was impossible to miss: Large language models (LLMs) and recommender systems are converging, signaling a new era for personalization. Over several days of keynotes, poster sessions, and insightful panels, researchers and practitioners explored how AI is shaping the very core of personalization, as well as what it will take to turn these breakthroughs into real-world systems. Here are some of my top takeaways. ## Relational Foundation Models: The Next Leap for Structured Data Imagine being able to train one model that could power predictions across dozens of use cases, from click-through rates to content engagement. That’s the promise behind Relational Foundation Models (RFMs), the focus of the standout keynote by Jure Leskovec, professor of computer science at Stanford University. Foundation models have transformed our understanding of unstructured data like text, images, and code. But as Leskovec put it, structured data such as transaction logs and customer journeys are still locked behind brittle pipelines and handcrafted machine learning models. RFMs aim to change that. As Leskovec’s presentation pointed out, RFMs provide a single, general-purpose model pretrained on relational structures that can perform in-context learning across a variety of downstream tasks. Leskovec compares their behavior to how LLMs handle text. For companies working with large-scale structured data, this technology promises: - Faster iteration without repetitive model design or feature engineering. - Improved predictive accuracy across diverse business use cases. - Simplified infrastructure for teams managing multiple models. For those building and maintaining predictive systems at scale, the potential is impressive. An RFM backbone could eventually support multiple use cases, from CTR prediction to user engagement modeling, all from one unified architecture. At Taboola, it’s exciting to consider how RFMs could streamline the predictive layers behind ad CTR models, personalization systems, and more. ## Tackling the Cold Start Problem in Sequential Recommendations Another standout presentation was Let It Go? Not Quite: Addressing Item Cold Start in Sequential Recommendations With Content-Based Initialization. This session highlighted one of the industry’s biggest challenges: handling new items with little or no interaction data. By limiting embedding, and retraining and seeding models with content-aware signals, the method outlined by the authors can improve sequential recommendation accuracy. This is particularly relevant for dynamic creative optimization workflows that frequently introduce new creatives or formats. It’s worth deeper exploration for anyone using GRU4Rec or other session-based models in high-velocity environments. ## Data Quality and Shapley-Based Filtering When it comes to data, the old adage, “quality in, quality out” applies. For that reason, several researchers are looking at data from new angles. A particularly interesting study applied Monte Carlo-based approximations of Data Shapley values to identify harmful data points in recommender training sets. These included issues like bot traffic and poor metadata, which can affect model performance. By filtering these outliers, researchers achieved measurable gains in performance on KNN-style recommenders, serving as a reminder that model improvements often start with better data hygiene. ## Negative Feedback and Bias Correction in Recommendations When building recommendation models, positive feedback like clicks, views, and purchases get most of the attention. But at RecSys, the keynote by Xavier Amatriain, VP of AI Products at Google, titled Recommending in the Age of AI: How We Got Here and What Comes Next highlighted the value of negative feedback. In his presentation, Amatriain highlighted the paper Balancing Fine-tuning and RAG: A Hybrid Strategy for Dynamic LLM Recommendation Updates. Its authors showed that combining periodic fine-tuning with retrieval-augmented generation helps models adapt to changing user interests. This approach avoids driving up compute costs, while keeping recommendations fresh. In large-scale YouTube tests, this hybrid method delivered measurable performance gains. If you’d like to read more on some interesting topics including, but not limited to negative feedback and bias correction, I find these papers especially helpful: - Benefiting From Negative Yet Informative Feedback by Contrasting Opposing Sequential Patterns: The authors trained two transformer models: one for positive actions and one for negative, and compared the patterns between them, slightly outperforming the state-of-the-art deep model, SASRec. - Unobserved Negative Items in Recommender Systems: Challenges and Solutions for Evaluation and Learning: Models often assume that items a user has never seen are “negative,” which can distort training results. The paper proposed a statistical correctional method called inverse probability weighing as a way to make these evaluations more reliable. - Addressing Multiple Hypothesis Bias in CTR Prediction for Ad Selection: This is one of the most relevant papers in our domain, proposing a post-processing calibration method that corrects bias in click-through rate (CTR) predictions. This approach can be paired with any model and has already improved cost per acquisition and CTR at LinkedIn. - RecViz: Intuitive Graph-based Visual Analytics for Dataset Exploration and Recommender System Evaluation: Proposes using a graphics processing unit-accelerated visualization tool that helps teams quickly explore datasets and evaluate recommender models through interactive graph views. - Revisiting the Performance of Graph Neural Networks for Session-based Recommendation: Shows that with proper tuning, older models like GRU4Rec can outperform newer graph neural networks. The results show that optimization and evaluation practices matter as much as investing in new architecture. ## The Consensus The dominant theme at RecSys 2025 was the growing integration of LLMs into recommendation systems. While these models show great promise, the field is still waiting for a true breakthrough. Key challenges include the dynamic nature of user interest and the trade-off between computational complexity and real-time performance. Those constraints continue to limit widespread adoption in production environments. A few studies, such as the one presented by Google, demonstrated ways to combine advanced LLM techniques to better meet real-world applications. That signals that the industry is making meaningful progress. Notably, it was striking how few sessions at RecSys 2025 focused on advertising or CTR prediction: a sign that some of the field’s most competitive advances remain behind closed doors, underscoring how much innovation is happening privately even as the broader research community moves forward. --- ### How We Developed Our AI-Based SQL Rewrite System URL: https://www.taboola.com/engineering/rapido-sql-rewrite-system/ Last Modified: 2025-10-31 08:59:44 Meet Rapido, Taboola’s AI-powered SQL rewrite system. Learn how LLM recipes, schema & plan context, and production benchmarking automate query tuning and speed up runtimes. For many database professionals I know, having an automatic SQL rewriting system has been something they’ve been aspiring to for many years. Building such a system has been a challenge, but with the rise of LLMs it became much more feasible. So we went on a journey and did it.. We also gave it a name that will fit what it does - Rapido.  ## The Human Approach To Query Rewriting When humans look at a query for potential rewrites, they: - Search for anti-patterns in the query based on their experience, and possibly searching for such anti-patterns in the web - Try different ways to write parts of the query (join to exists, row_number() to cross apply, etc) - Go over the query plan information trying to understand where the bottleneck is - Go over the table schemas and index/projections - Apply hints In some cases, when they have knowledge about the data in the tables and relations between the tables, they also: - Check data distribution and adjust the query where possible - Change the query based on the knowledge they have on the data of their company’s specific data model They then try a few rewrites for the query until they find a fast enough one, in a process looking about like the below: But there’s a limit to how much one person/team can do. Can we use the Generative AI revolution for doing it at scale? Let’s do it! So what would such a system at Taboola need? - Knowledge about general SQL query tuning techniques - Taboola specific optimizations, relevant to Taboola data models - Schema information (data types and indexes/projections) - Data distribution information - Query plan information - Automated testing for finding the best rewrite ## Connecting The Pieces As an AI summarized it, “at its core, Rapido is a pipeline that mimics an expert’s workflow. It starts by gathering context, then generates multiple rewrite ideas in parallel, benchmarks each one, validates the results, and finally takes steps for implementing the rewrite”. Here’s the flow: Let’s explain each step. ### Get query Rapido gets queries from a few interfaces: - UI, when a developer/analyst wants Rapido advice on a query - Automations pulling queries from production - Soon Git, for verifying queries get to production with good performance As an example, here’s Rapido UI: Developers and analysts can submit their query for checking through Rapido UI. They select their database type, whether it’s a backend or frontend query, the timeout for the query, and number of executions, for making sure we get consistent results. The user can also choose whether to use the predefined recipes or supply a custom prompt. ### Get relevant recipes A recipe is something we teach the LLM to look for and guide it which rewrite to perform. We supply an explanation for what to do, alongside an example query in which this recipe helped improve performance. Prompt engineering was key here. We send the recipe as part of the prompt with very clear instructions as to what to look for and how to apply a fix. ### General recipe examples Union to Union All “Optimize the Union operations in this query by: - Converting UNION to UNION ALL where duplicates are impossible - Optimizing individual queries within the UNION” Data Type Mismatches (Implicit Conversion) “Fix data type mismatches: Quote numeric values when filtering VARCHAR columns (e.g., WHERE varchar_col IN ('123', '456') not IN (123, 456))” Preaggregate With CTE “Rewrite the SQL query to pre-aggregate data with a Common Table Expression (CTE) to improve performance”. Merge CTEs “Sometimes people use too many CTEs. Change the query logic to use less CTEs by merging CTEs that can be merged without changing the query logic. An example for CTEs that can be merged are CTEs that query the same tables. Make sure the result is a valid Vertica SQL query and that the query logic stays the same” Not Exists To Left Join “Optimize this query by: - Converting NOT EXISTS to LEFT JOIN with IS NULL check - Maintaining correct NULL handling - Preserving exact semantic equivalence” ## Taboola Specific Recipe Examples - We guide the LLM to treat tables from certain schemas as fact tables, filter and preaggregate them using a CTE - We identify a common unneeded historic join and rewrite the query to grab the relevant column from one of the fact tables - We add a common missed column to a join which we know improves performance In addition, we have a general prompt called “magic” for general performance guidance, in which the LLM can be more flexible: “You are a Senior Database Engineer. Rewrite the Vertica query to optimize performance by: - Converting complex subqueries to efficient JOIN operations - Optimizing JOIN sequences for better performance - Simplifying complex WHERE conditions - Minimizing data movement between nodes where possible - Improving GROUP BY and aggregation patterns - Avoiding SELECT * and listing only needed columns Maintain exact semantic equivalence while focusing only on SQL structure” ### What else do we pass the LLM for more context? - Database type and version - Schema information - Data distribution information - Query plan (explain) ### Do we pass all recipes for each query? No we don’t. We parse the queries, and if, for example, the query doesn’t have “union”, we won’t pass the “union to union” all recipe. ### Why do we have a few recipes? Why don’t we use a single prompt and get a single query back? Because as you might know from your query tuning work, each query is different, and something which works for one query doesn’t necessarily work for the other. So we get a query for each recipe and let the best recipe win. ## Test Each Recipe In Production We get the rewritten query for each recipe, run it and measure performance. We run it a few times in order to verify we get a consistent runtime. We run the rewritten queries In production, in order to make sure we get production runtimes. ### How do we make sure we don’t burn the kitchen? We run the queries one at a time, in isolated servers/clusters in order not to hurt any production workload. We also limit the runtime and amount of resources each query can use. ### Logic validation: how do we verify the queries are logically equivalent? The easy part is when it’s a session option we can control on our side. In this case, we only change the session option in a configuration table. Our automation is then verifying the performance is indeed better and rolls back the change if it isn’t. If it’s not only a session option but an actual rewrite, we have a few options for verifications. In most cases, we perform a count and an unordered hash calculation over the result set. If they are the same between the original query and the rewritten one, and the performance boost is significant, we pass it to the query owner for human verification and implementing the rewrite in code. ## Results So how does it look? Let’s look at runtime results for a few queries. In this case, the original query ran for almost 60 seconds, while the “magic” recipe resulted in a 2 seconds runtime, and the “preaggregate_with_cte” recipe resulted in a 1.2 second runtime. Here, the “magic” recipe reduced the runtime from  110 seconds to 5 seconds. The other recipes did not improve the query (the “magic” was to turn an IF, which is an external function in Vertica, into a CASE). In this case, “merge_ctes” is the winner, with a runtime almost 15 times faster than the original query. Here, the winner is “not_exists_to_left_join”, with a 15 seconds performance improvement. And in this case, the “preaggregate_with_cte” recipe is the winner with runtime 56% faster than the original query, while the other recipes were actually slower than the original one. As you can see, each query is different, and having a wide range of recipes increases the possibility for a good rewrite. The UI also offers a comparison screen between the original query and the best rewrite, where the user can also see an explanation about the nature of the rewrite ## Challenges We initially worked with the OpenAI GPT-4o model and got back many queries that were “too creative”. Lowering the temperature to 0 helped but not fully. We also got queries that were cut off. Both of the issues were resolved when we moved to the o3-mini model which allows more max_tokens and follows the recipes better without the need for temperature definition Other things that we did for improving coverage: - In cases where the LLM returns a query that has a syntax error, we provide the LLM with the error message and let it try to fix it. This improves the number of compiling queries by 30% - Even though our recipes are descriptive and specific, we do allow some flexibility inside them, and have the general “magic” recipe which allows the LLM more creativity - We make sure the LLM response doesn’t end prematurely Another challenge was how to verify we supply a rewrite that is logically equivalent to the original query. As stated, we perform a count and an unordered hash calculation over the result set. However, what should we do in cases where data in the table changes frequently, or in cases where the rewrite generates a result set slightly different while the performance benefit is very big? We’re currently considering exposing such cases while mentioning the difference in percent between the data sets. ## Side Benefit While developing Rapido, we needed a way to benchmark queries for knowing if a rewrite is better than its original query. We developed such a tool which is now being used by us humans when trying different ways for writing queries and when comparing performance between different database engines. ## Impact Rapido is relatively new, and one of our current challenges is measuring the impact and understanding whether an optimization suggestion was implemented in production. What we know so far: - Up to 40% potential performance boost for specific workloads that were tested - 15% performance boost by automatic fixes where they were possible - 3200 human optimization hours were saved ## What’s Next For Rapido? Rapido keeps being developed. Here are a few things we plan for it: - More input interfaces: CI/CD pipeline, for making sure queries are deployed to production with proper performance - MCP, for allowing other Taboola application utilize Rapido - Optimizing queries over more database engines - Automated comparison and benchmarking between database engines - An optimization loop - further optimizing an already Rapido-optimized query - Optimization targets beyond runtime (e.g. memory usage, CPU time) - More recipes and enhancing the existing ones for better coverage - More automations where possible We believe the approach that led us with Rapido can be beneficial for many organizations. ## The Amazing People Behind Rapido Rapido was developed by Yakir Gibraltar and Illés Solt who are in charge of the Rapido engine, Nati Poliszuk who’s in charge of the UI, and yours truly. It’s been an amazing journey developing it together, and we’ll keep on making it better. --- ### Enhancing Developer Flow: Smart Optimizations in a Monorepo World URL: https://www.taboola.com/engineering/enhancing-developer-flow/ Last Modified: 2025-06-26 12:21:39 Discover how Taboola optimized developer workflows using remote dev environments and production-like testing to boost productivity. Every minute a developer spends waiting is a minute of lost innovation. Recently at Taboola, a critical question has emerged: how can we tackle the productivity challenges and inefficiencies that weigh down our developers? The first step was to identify the key areas needing improvement. In a monorepo setup such as the one we use at Taboola – with over 8M lines of codes and 160K unit tests – these challenges often center around long feedback loops and delayed test cycles. While monorepos provide consistency and foster cross-team collaboration, they also introduce latencies and lengthy pipelines that can slow down development. In this article, we address some of these bottlenecks and the solutions we've implemented to reduce delays and enhance developer productivity. ## Current Development and Deployment Workflow At Taboola, when developers push their code to a Git branch, an automated pipeline kicks off a build process that takes an average of 15 minutes. This includes compiling source code, generating JAR files, building Docker images, and packaging artifacts, as well as running unit tests to catch issues early. After the build completes, the newly created Docker images can be deployed to testing environments, where developers can execute integration tests to validate functionality and ensure stability before progressing to further stages. This process repeats iteratively until the changes meet functional and code quality standards. If tests fail, developers refine their code, push updates, and trigger another build. These cycles of testing, reviews, and fixes can be time-consuming, highlighting the need for optimization before the code is verified and ready for production. ## Remote Webpack: Reducing Feedback Loops for Frontend Development ### The Problem For a frontend developer, the feature development process follows a similar pattern: opening a branch, adding the code, and triggering a Jenkins build. Once artifacts are ready, the next step is the creation of an on-demand testing environment in Kubernetes with the newly built version, where Selenium tests are executed to simulate user interactions with the application, ensuring that the frontend behaves as expected across different browsers and environments. This feedback cycle introduces significant latency, as the considerable wait time between code changes and testing can disrupt the development flow. ### The Solution When faced with these productivity challenges, it’s tempting to seek new tools or technologies. However, some of the most impactful solutions can come from optimizing existing tools. In our case, IntelliJ Gateway was the starting point. This tool allows developers to access fully configured IDEs in remote environments, reducing startup and indexing time while preserving IntelliJ's powerful features. We leveraged IntelliJ Gateway’s remote development feature to connect directly to a development pod running in Kubernetes. This pod is provisioned with a full-fledged development environment and the connection is established over SSH, with IntelliJ Gateway handling the remote execution of the IDE backend, while rendering the UI locally. We extended this approach with rsync, synchronizing changes between a developer’s local machine and a remote pod in the same namespace as the Webpack service. This remote pod processes changes immediately after each recompile as it efficiently transfers only the modified files to the remote pod, creating an experience that feels just like working locally. To streamline access, the remote pod is externally monitored, ensuring that one is always available when it's needed. Developers can instantly resume their sessions without needing to build again in Jenkins or create a new pod. This setup provides a near-local development experience while benefiting from the scalability and consistency of a Kubernetes-hosted environment. ### Key Benefits - Immediate Feedback: Developers get near-instant feedback after each code change, eliminating the overhead of full rebuilds. - Improved Resource Utilization: Resolves network issues while reducing CPU and memory usage on local machines. - Streamlined Setup: While the initial setup takes 8–10 minutes, each subsequent change provides immediate results, keeping the developer workflow smooth and uninterrupted. Step Traditional Workflow  Optimized Workflow  Code Change Edit file locally Edit file locally Build Time 15 mins in Jenkins A few seconds Deploy 7 mins on average No additional deployment File Sync Full artifact upload Only changed files Test Feedback Delayed (after deployment) Immediate This feature transformed the feedback loop into a seamless process, allowing developers to focus on what truly matters: writing great code. ## Gonzales: Testing in a Production-Like Environment ### The Problem In traditional workflows, developers often rely on staging or test environments that may not fully replicate the complexity or scale of the production system. As a result, features might behave differently once deployed to production, leading to bugs or unexpected behaviors. Additionally, testing in these environments can be slow, requiring significant setup time and resources. ### The Solution Gonzales allows developers to test feature branch changes in a production-like environment within just a few minutes. The way it works is simple yet powerful: Gonzales copies the local changes from a developer's feature branch into a production machine, where the application is then run in read-only mode. This mode, a feature of the underlying system, ensures no side-effects like traffic logs or data manipulation occur while still running the application in a production-like environment. This approach allows developers to manually test their changes without affecting live user data or generating pageviews. The code under test is packaged in a JAR used exclusively when running the app with Gonzales, ensuring that it doesn't leak into the production system, even though it operates on the same machines. ### Key Benefits - Mirrored Traffic: By exposing the test machine to the same incoming traffic as the production environment, Gonzales provides an accurate reflection of real-world behavior. - Safety and Isolation: Since the environment operates in read-only mode, no side effects (such as data manipulation) can occur, ensuring safe testing. - Efficiency: This approach dramatically reduces setup time, while offering a reliable testing environment, bridging the gap between staging and production. By simulating production conditions with real traffic, Gonzales ensures that features are thoroughly vetted before deployment, reducing bugs and enhancing confidence in production releases. By optimizing our development and testing workflows, we’ve removed key bottlenecks that were slowing down feature delivery. Remote Webpack has accelerated frontend development by providing immediate feedback, while Gonzales ensures reliable testing in a production-like environment without the usual setup overhead. As organizations strive to enhance developer productivity, evaluating and refining existing workflows can be a highly effective approach. We encourage teams to audit their development processes, identify bottlenecks, and explore optimizations that maximize efficiency without adding unnecessary complexity. Credits: Alon Pilberg and Shirel Hadad --- ### How Changing a Few Lines of Query Reduced the Execution Time by 80% URL: https://www.taboola.com/engineering/vertica-query-optimization/ Last Modified: 2025-05-14 16:12:20 How Taboola cut query time by 90% on a 45B-row Vertica job using smart pre-aggregation, statistics, and projection tricks. Here’s how they did it. ## The Challenge: A 7-Hour Job on 45 Billion Rows At Taboola, we run a massive Vertica job that calculates analytics and KPIs through multiple processing stages. The core query scans 45 billion rows spanning 90 days, performing complex calculations to generate dynamic KPIs. With a runtime of 7 hours per day, this job wasn’t just consuming resources - it was delaying analysis downstream which impacts dev velocity. Optimizing such a workload required a fundamental shift in our approach, starting with a deep dive into how we process and structure the data. ## Background: Meet Genie Genie’s our A\B testing analysis framework, which allows developers to choose a list of dimensions and metrics and get daily aggregated report tables including complex statistical calculations. The requirement for Genie was to get for each dimension the aggregated value over the entire time of the A\B test, so for example if I asked How many clicks I had per country & platform per day, Genie will create a row per day, country & platform with the total Clicks over the entire period of the test (see picture for example) Sounds simple?  We get around 600m new rows per day, but if a test runs for a few months and more dimensions, this could easily force our job to scan 45B (B as 45 billion rows :)  rows and aggregate them every day from scratch. ## ## Step 1: Pre-Aggregation—The First Breakthrough Our first idea was to adopt a cumulative pre-aggregation approach Instead of every day recalculating ALL the data of the test (e.g. 90 days of data), just aggregate the last day, and accumulate it with previous “total-so-far” results (sum of last 89 days + today). This method eliminates the need to recalculate all the data every run, rather simply retrieve a single, lightweight entry. We create a cumulative job that aggregates all data per day, each day adding only the new day into cumulative table: Now, our job should scan fewer rows than before: 3B vs 45B  (>90% reduction in rows) But wait wait, you said ~600m rows, why 3B and not 600m?? Good question! Initially, we thought each cumulative day would have the same number of rows as a single day from the raw data: ~600M rows. However, because the key granularity varies between days (e.g. the same combination of country/platform isn't present every day), we have more rows per day in the cumulative data. For example if our dimensions are platform & country,  in a specific day we might see only: - Israel & Chrome, Israel & Safari, UK & Chrome And in next day contains: - Israel & Chrome, Israel & Safari, UK & Edge (yes there are still Edge users out there ) Aggregate of those 2 days = 4 rows overall (not only 3). Ok so it sounded great on paper, and initial tests showed promise. But… Reality had other plans. ## Step 2: The Mystery of Faster Queries ### Failures Before Success When we deployed the cumulative solution to production, we noticed an odd pattern: the first execution would often fail after a long period of time, only to succeed in a retry just a few minutes later (!) — exactly as we expected it to work. If the original failure was due to the complexity of the query, wouldn’t we expect the retries to also be slow? So why were the successful retries so fast?! To make sure there’s no dark magic going on, we tried running the same production query on the same environment under a test job we saw the query is still super fast, the ONLY differences we could think was: The production query always runs on a newly created database daily partition. In contrast, the retries occur hours later and after at least a few queries were already run on this partition. Same query, same resources, same environment, same load - the only factor that changed? Timing. 🤔 This raised our suspicion that additional factors were influencing the query’s performance. ### Database statistics The Vertica cost-based query optimizer relies on data statistics to produce query plans. If statistics are incomplete or out-of-date, the optimizer is liable to use a sub-optimal plan to execute a query. (Vertica doc) When we added an initial step before actually running the query in production to report the explain plan of our query, we noticed Vertica reporting missing_stats on the new day partition which means statistics were still not established on the new partition (not table! The statistics are apparently managed per partition and not per table). And this also explains why subsequent runs (the retries and our manual tests) were much faster - because the original query ran, Vertica had enough time to gather statistics on the new partition making all subsequent queries run MUCH faster. ### The Solution By running ANALYZE_STATISTICS on 1% of the data for the date partition column before executing the query, we provided Vertica with enough information to optimize its plan. The result? The query runtime dropped by a staggering 90%! ## Step 3: Rethinking Temporary Tables With the first step in our flow optimized, we turned our attention to the next step in the DAG. This part of the process relied on temporary tables and involved operations like COUNT(DISTINCT) and GROUP BY. Initially, we assumed the COUNT(DISTINCT) operation was the bottleneck. However, even after removing it, the query runtime remained largely unchanged. The realization that this query primarily relied on GROUP BY operations across multiple fields prompted us to explore how Vertica segments and sorts data across its nodes. In Vertica’s terminology, this is referred to as a "Projection." This directly influences query performance by avoiding the data shuffle between nodes. ### The Revelation: Projections and Temp Tables Digging into Vertica’s documentation, we found that temporary tables inherit their projections from the SELECT statement used to populate them. Without explicitly defining a projection, the column order in the SELECT statement could directly impact subsequent query performance. Confusing?  let’s take an example: - The original query returned a temp table with the columns: Country, Browser, Variant - The subsequent query running on the temp table grouped by: Variant, Country, Browser - Because the temp table inherited the projections from its SELECT, even though the subsequent query grouped by the same list of columns, because the order is different it had to shuffle the data across all nodes only to do the same exact group by! ### The Solution We aligned the column order in the SELECT statement with the GROUP BY operation in the subsequent query. This adjustment reduced the runtime of this step by 80%—from 134 minutes to 23 minutes! the reason is that it avoids shuffle between vertica nodes: ## The Final Result: A Transformed Process After some iteration, testing, and learning, the transformation was complete. - Trying a pre-aggregation approach to reduce the overall data scanned. - Running ANALYZE_STATISTICS eliminated inconsistencies and ensured optimal query plans. - Optimizing the projection of temporary tables further slashed runtimes. The result? A job that once took 7 hours now completes its key steps in under an hour, freeing up valuable resources and ensuring timely delivery of results. ## Lessons from the Journey Looking back, this journey offered valuable lessons for anyone optimizing large-scale Vertica queries: - Pre-Aggregate Data for Efficiency Pre-aggregated data can make even the most complex queries faster - Analyze Statistics  Ensuring Vertica starts with the right query plan. Running ANALYZE_STATISTICS at the right moment guided Vertica to generate better plans from the start, improving both reliability and performance. Especially when you query a new partition - Running ANALYZE_STATISTICS on the partition column even on 1% of the data before query execution can be a game-changer - Pay Attention to Projections and shuffled data Temporary tables inherit their projections from the SELECT statements used to populate them. Aligning the column order with downstream operations like GROUP BY can lead to substantial performance improvements. - Embrace Iteration and Discovery Optimization is a journey of trial and error. Every failure offers clues that bring you closer to the solution. --- ### A Key Component in Taboola CI/CD Pipelines for Achieving High Production Stability URL: https://www.taboola.com/engineering/real-traffic-ci/ Last Modified: 2025-03-03 17:36:42 See how Taboola integrates real traffic into CI pipelines using GoReplay to enhance testing, improve stability, and ensure high production reliability. ## Automated Verification CI pipelines In theory, testing in a controlled environment should cover all bases. In practice, nothing beats the accuracy of replaying real-world traffic in your CI/CD pipeline. At Taboola, in our continuous integration (CI) pipelines, we employ a suite of automated tests utilizing real traffic. These tests are executed on a feature branch against our production branch to measure key performance metrics and ensure correctness. This service in particular is responsible for serving Taboola recommendations at the rate of 1 million requests per second from thousands of machines across 7 data centers. This automated CI pipeline not only helps to maintain its correctness but also allows all engineers to iterate fast on this recommendation flow. In this blog post, we delve into how we incorporate real traffic within our CI pipeline and maintain high standards without traditional QA. ## Testing with Real Traffic? Testing against real traffic significantly boosts the confidence of Taboola engineers, embedding accountability into their work. To successfully implement this testing methodology, several key considerations must be addressed: - Impact on Production: Though there are great advantages of having the ability to test code against production traffic, we must also minimize the possible impact to services Taboola provides. - Traffic Quality: To test the modified code effectively, we must be comprehensive about the traffic quality it receives. It should provide good coverage of our traffic, and address most features of Taboola service. - Request Rate Stability: In order to measure the performance between the production branch and a feature branch, we must have the ability to send steady and consistent high quality traffic to both servers. Our exploration led us to evaluate tools like the NGINX mirroring module and the GoReplay framework. Both tools can replicate traffic to different destinations, but we found that the effectiveness of these tools heavily depends on the stability and volume of the incoming traffic source. Notably, GoReplay provided traffic recording capabilities that became invaluable for our process. ## The Issue with Testing against Real Traffic Ideally, we would like to have the incoming traffic at a consistent and decent rate that the system load is enough when we measure the performance metrics, and not too much that it overloads the system. Before this tool was developed, we had issues with inconsistent incoming traffic rate from time to time, demonstrated by the graph below. The incoming traffic rate was not consistently steady enough. On top of that, in this case, it created too much load on a server (while at times it created too little load on a server), and when the servers were overloaded, we were not able to effectively measure and compare the performance differences between the production and feature branches. ## Recording Live Traffic First, we regroup and define our requirements, understand the scope and what we set out to achieve. Here are our target goals: - Specific Duration Recording: It’s important we have the ability to capture traffic over a specified time frame to mirror production scenarios because the traffic patterns vary at different times in different regions of the world. - Guaranteed QPS: To accurately compare performance of two different JVM, we must ensure a consistent queries per second rate to two different machines. - Customizable Headers: Allowing the insertion of HTTP headers to guide traffic flows because the traffic requests are wired differently inside of Taboola service, in which case we can effectively control the features being tested. - Traffic Isolation: Focus on specific types of traffic as needed. - Traffic Distribution: Disperse identical traffic streams across multiple targets for parallel testing. By doing so, our comparison metrics between two different JVM instances can be meaningful. ## GoReplay: The Backbone of Our Traffic Testing Tool At Taboola, we have used both the Nginx rating limiting module and GoReplay for some time now. While both tools are quite amazing at what they do, there are still some parts of the features we wish them to have naturally. Based on our experience with both and the requirements defined early. GoReplay stands out as an essential tool for capturing and replaying traffic, offering features such as: - Rate-Controlled Recording: Capture traffic without overwhelming the systems. However, GoReplay’s recording capability is limited to the volume of incoming traffic as naturally it can only record what it receives. - Multi-Host Playback: Replaying the same traffic to multiple hosts to facilitate comprehensive testing is an essential feature of GoReplay. - QPS Management: Without consistent source traffic QPS, achieving a steady final output is challenging despite GoReplay’s rate control options. ## Customizing GoReplay for Our Needs To meet our business requirements, we decide to move forward with GoReplay and implemented custom enhancements on top of it: - Timestamp Rewriting: Modify traffic timestamps in GoReplay’s output files to simulate a fixed 100 QPS rate, regardless of actual recorded rates. - Percentage-Based QPS Control: With a stable 100 QPS source, control throughput by adjusting playback percentages with ease (e.g., 50% for 50 QPS). ## The Result After the tool was implemented, we were able to control the right amount of traffic, consistently at 75 QPS, which produced sufficient system load, allowing us to measure the meaningful impact of both branches before releasing the new code to our production environment. In addition, by utilizing the recorded traffic, we were also able to reduce the number of servers used in the CI pipelines from three to two when, in the previous setup with Nginx rate limiting module, it required one additional machine to forward requests to the other two servers. ## Exploring Additional Benefits The application of this traffic replicating approach extends beyond just our benchmarking of new features into the production environment. It can also serve in other areas of our infrastructure: - System Warm-Up: Emulate real-world traffic to effectively prepare our systems, particularly the JVM, for consistent performance. - Load Testing: With this setup, we can easily produce load to our system with real traffic. - Traffic for Local Environments: When Taboola developers write and test code locally, this approach can assist by sending real traffic to their local environments. ## Looking Forward: Future Enhancements As we refine our methodologies, future enhancements can include: - Enhanced Traffic Filtering: Fine-tune data captured to focus on specific publisher traffic. - Time-Based Variation: Use traffic samples from various times of the day in different time zones to simulate different user behaviors and loads. By adopting these advanced traffic recording and replay techniques, Taboola ensures robust testing environments that closely replicate real-world conditions, fostering more reliable CI pipelines, which contribute to our more stable production environments. --- ### From Zero Labels to 85% Accuracy: Our Journey in Conversion Intent Prediction URL: https://www.taboola.com/engineering/predicting-ad-intent/ Last Modified: 2025-02-25 14:55:13 Taboola built an AI model to predict Conversion Intent (CI) without human labels, improving ad targeting, boosting conversions, and optimizing placements. ## Introduction Understanding the commercial intent behind online content is essential for optimizing ad targeting and maximizing revenue. At Taboola, we strive to deliver more relevant advertisements by aligning ads with the intent of the content. This strategic alignment can help improve user engagement, may increase conversion rates, and aims to satisfy both publishers and advertisers. By identifying whether a web page encourages visitors to take action—a concept we refer to as Conversion Intent (CI)—we can tailor our ad placements more effectively. For example, an article titled "The Top 10 Running Shoes for 2024" signals strong commercial intent, indicating that readers might be in a buying mindset. Placing relevant ads in such content increases the likelihood of a sale, potentially benefiting the reader, advertiser, and publisher. Conversely, a headline like "They Took The Same Picture For 40 Years (You Will Surely Get Emotional)" may not exhibit explicit commercial intent. Recognizing this allows us to adjust our advertising approach to maintain a seamless and engaging user experience without disrupting the reader's journey. Conversion Intent (CI) may be key to ensuring our recommendation systems deliver relevant advertisements to publishers. Additionally, CI can serve as a useful filtering parameter within our Contextual Targeting product. For example, an advertiser promoting sports shoes could target placements where the category is “sports/basketball” and CI is marked as true. This approach ensures their ads are shown to audiences with a higher likelihood of conversion. The goal for this project was to build a model that predicts CI with 80–90% accuracy while minimizing effort and resources. Due to time constraints and the high cost of human annotations, we ruled out manually labeled data as an option. ## Development Process I approached the task during a month without utilizing human labels. The development process comprised three main steps: - Investigate Previous Work - Try Existing Models - Improve Based on Domain Knowledge Method 1 - Previous in-house model Method 2 - GPT-3.5 Method 3 - BERT model based on domain knowledge Ensemble results Proposed BERT model Sample number Publisher accuracy 0.66 0.74 0.75 0.84 0.82 200 Sponsor accuracy 0.77 0.82 0.77 0.87 0.89 199 Average accuracy 0.71 0.78 0.76 0.86 0.85 ### 1. Investigate Previous Work Leveraging existing work is crucial, especially under tight schedules. Unfortunately, there was a scarcity of open-source data or models suitable for our specific context of publisher and advertisement content. However, we had an in-house model designed to predict whether a page sells products. Although its primary goal was slightly different—detecting commercial or product links—it provided a valuable starting point. This in-house model was trained using noisy pseudo-labels obtained through web crawling and rule-based filtering. On our newly collected evaluation set, it achieved approximately 70% accuracy, serving as a baseline for further improvements. ### 2. Try Existing Models Large Language Models (LLMs) have become indispensable tools for data scientists due to their ability to handle various language tasks with minimal effort. While they may not always offer the best performance out of the box, they provide strong baselines for rapid development. At the time of this project, GPT-3.5 was the most advanced model available. After applying prompt tuning, the model achieved 78% accuracy. Although the improvement was modest, it confirmed the potential of LLMs in handling CI prediction without extensive training data. ### 3. Improve Based on Domain Knowledge Understanding the nuances of our domain provides additional avenues for improvement. Taboola operates on both the supply side (publisher pages) and the demand side (advertisement landing pages). While it's intuitive to assume that advertisement pages have higher CI than publisher pages, empirical verification was necessary. Data analysis revealed that certain types of advertisements—such as Direct Ads, Calls to Action, and Branded Content—had a higher likelihood of exhibiting CI. In contrast, most publisher items did not encourage direct actions. Leveraging this insight, we trained another model with BERT-base as the backbone and achieved 76% accuracy. ## Ensembling Models for Enhanced Performance With three baseline models—the in-house product detection model, the GPT-3.5-based model, and the BERT-based model informed by domain knowledge—we explored combining their strengths. By ensembling their binary predictions through a simple voting mechanism, we achieved a significant performance boost. The ensemble prediction reached an impressive 86% accuracy. This substantial improvement is likely due to the heterogeneity of the models, as they were trained using diverse data sources and methodologies. To ensure scalability and handle high traffic, we retrained a BERT-base model using the ensemble's pseudo-labels. This final model maintained high performance with 85% accuracy, making it suitable for deployment in a production environment. ## Conclusion The development of a Conversion Intent (CI) prediction model without human annotations presented both challenges and opportunities. Our endeavor to understand and predict commercial intent behind online content was important for improving ad targeting and potentially increasing revenue. By integrating insights from an in-house model, an LLM, and a domain-informed BERT model, we successfully leveraged heterogeneous models to collectively enhance performance, surpassing the capabilities of individual models. This process underscores that with the right methodologies and resources, it's possible to develop high-performing models on tight schedules and limited budgets. --- ### Driving Success and Innovation Across Cross-Functional Teams - Part 3: The Role of the Track Leader URL: https://www.taboola.com/engineering/driving-innovation/ Last Modified: 2025-02-03 18:16:12 Learn about the pivotal role of Track Leaders in driving innovation, managing cross-functional teams, and ensuring strategic success. ## Introduction In the previous parts of this series, Driving Success Through Cross-Functional Management in Engineering at Taboola, we explored how the Tracks methodology fosters collaboration, delivers business impact, and empowers both managers and developers. Now, let’s focus on one of the most critical roles within the Tracks framework: the Track Leader. Track Leaders are not merely project managers, they are a strategic driver responsible for ensuring that the Track achieves its business goals while fostering innovation and team collaboration. ## 1. Core Responsibilities of a Track Leader The Track Leader is responsible for leading their Track to success, based on a strategic mission statement they receive upon nomination to the role. These responsibilities go beyond project management and include strategic leadership, cross-functional coordination, risk management, and resource optimization. ### Strategic Vision and Roadmapping The Track Leader’s strategic direction starts with the mission statement they receive as part of their nomination to the role. This includes high-level objectives that guide the initiative. It is then the Track Leader's responsibility to translate this into a detailed roadmap with milestones and clear KPIs that align with the company’s broader goals. ### Cross-Functional Coordination Track Leaders must facilitate collaboration across departments and groups, ensuring that all members of the cross-functional team are aligned. This involves synchronizing the efforts of diverse teams like R&D, Product, Marketing, and other stakeholders to ensure that everyone is working toward the same goals and that communication flows smoothly across all levels. ### Risk Management and Adaptability The Track Leader must anticipate and manage risks while maintaining the flexibility to adapt when necessary. This includes making strategic adjustments to the roadmap to account for new developments or obstacles. In cases where progress becomes uncertain, Track Leaders should refer to the principle of early failure - “fail fast” (detailed below) to stop or pivot efforts early and consider alternative strategies to achieve impact. This proactive approach is crucial to minimizing resource loss and ensuring that efforts are focused on achievable goals. ## 2. Early Failure: A Key Responsibility for Maximising Impact One of the most critical responsibilities of a Track Leader is recognizing when a project or effort is no longer on track to deliver its intended impact. Early failure should be viewed as a positive step, allowing teams to course-correct or stop certain efforts to focus on more promising alternatives. - Identifying Early Failures: Track Leaders need to assess when a project has low certainty of achieving its impact. If it becomes clear that resources are being invested into a failing path, the Track Leader should act quickly to stop these efforts, reducing resource waste. - Stopping Efforts Early: By recognizing early signs of failure, Track Leaders can reassign resources to more promising alternatives. Stopping efforts early is a key action in ensuring the overall success of the Track, as it prevents further resource drain and helps refocus on strategies that can better meet the impact goals. - Positive Perception: Early failure should be seen as a strength rather than a weakness, allowing for quicker pivots to the right path, maximising the chances of delivering results within the required timeframe. ## 3. Building a Strong Track Managers Forum One of the first actions a Track Leader should take is to establish a Track internal Managers Forum. This forum is crucial for creating a leadership structure around the Track’s mission and ensuring effective collaboration. - Key Members: The forum usually includes the Product Manager (PM), team leaders, and occasionally some key tech leaders assigned to the Track. - Shared Ownership and Leadership: This forum builds a sense of shared leadership and end-to-end ownership of the Track’s goals. It encourages partnership and collaboration among team leaders and key stakeholders, fostering a collective sense of urgency to meet milestones and achieve impact. - Strong PM and Track Leader Partnership: A crucial part of the forum is the strong partnership between the Product Manager (PM) and the Track Leader. If the Track Leader is a PM rather than an R&D Manager, best practices recommend involving an R&D Manager in the internal leadership forum to closely partner with the Track Leader. ## 4. Maintaining Open Communication with Organic Managers Track Leaders must maintain open communication with the organic managers (typically group managers) who oversee the teams working within the Track. Since a group manager may have teams working in a Track led by another group manager, cooperation is key: - Support for Team Leaders: By maintaining open communication, Track Leaders can ensure that organic managers are well-equipped to support their team leaders in successfully fulfilling their roles within the Track. - Collaborative Success: Open communication creates a bridge of support between the Track and the organic structure, aligning efforts to maximise team productivity and ensure that challenges are addressed early. ## 5. Ensuring Track Visibility and Strategic Decision-Making The Track Leader must ensure ongoing visibility of the Track’s progress. This is achieved through regular updates and strategic decision-making: - Weekly Updates: Track Leaders should provide weekly updates to maintain visibility of the Track’s progress against the roadmap. This helps teams stay focused and ensures that any roadblocks are quickly identified. - Key Decisions and Senior Management Review: Track Leaders are responsible for identifying key strategic decisions that require input from the Track Managers Forum. When building or revising a roadmap, it should be reviewed by senior management to ensure alignment with the company’s strategic direction. ## 6. Driving Commitment and Urgency Track Leaders are responsible for building and maintaining a strong commitment to the Track’s mission, goals, and deadlines: - Sense of Urgency: The Track Leader must foster a sense of urgency within the Track to ensure that milestones are met and KPIs are achieved on time. This involves continuously motivating the team, aligning efforts, and addressing challenges as they arise. - Tracking Progress Against KPIs: It’s the Track Leader’s role to constantly track progress against the defined KPIs, ensuring the team is on track and adjusting as needed to hit key business objectives. ## 7. Encouraging Parallel Workstreams and Alternatives In order to optimize outcomes, Track Leaders should consider working on multiple alternative solutions simultaneously. This method can shorten the time needed to achieve impact: - Working on Alternatives: Track Leaders can invest in several alternatives at once, assessing their potential to meet the required milestones and improve KPIs. This may require allocating more resources initially but can shorten the time to impact. - Early Failure in Parallel Workstreams: As with the overall project, early failure is key here. If an alternative is found to be unpromising, the Track Leader must stop that path quickly and reallocate resources to the most promising option. ## Conclusion The role of the Track Leader is multifaceted and requires a unique blend of strategic vision, adaptability, team leadership, and communication. By managing cross-functional coordination, encouraging early failure, and driving innovation, Track Leaders are instrumental in ensuring that their Tracks not only achieve their goals but also contribute to the company’s broader success. --- ### SDK testing with hot swapper URL: https://www.taboola.com/engineering/sdk-testing-with-hot-swapper/ Last Modified: 2025-01-14 14:37:11 In the following article, I describe how we came up with a way to improve the chances that our SDK library gets smoothly integrated in our customers' Applications and reduce issues when going to production. The main idea is to take a number of significant clients' applications and replace your existing SDK code with a new code, allowing you to see how the apps perform before you release a new SDK version. ### Why releasing a reliable SDK is so important Developing an SDK for mobile apps is very different from developing a standalone app. You can think of an SDK as a guest in someone else's house. You need to behave, you can’t put your legs on the table or wipe your hands on the sofa (well, in most countries you can’t). So what I mean is that you can’t interfere with the app’s normal behavior, break some flows or worse than that, cause memory leaks or god forbid crashes. ### The common scenario and why you can do better Now let’s say you developed a new feature or fixed a bug in your SDK. You’ve checked it on your device, passed the QA process (manual, automation, several devices and OS versions) and everything works fine. Great, you can release a new version… can you? Well, No. At least not yet. Building an SDK means there are all kinds of apps that use your product with different implementations and numerous customizations. Of course you can’t send your new release to all your customers and tell them to test the new released version. What you might do is choose several of your biggest customers and tell them to do it, but still the tests and fix cycles will take time, not to mention you don't want them to see the bugs you have. You must be stable from day one, making sure your SDK does not interfere with the app running it. The worst thing that can happen is your customer losing users because your SDK is messing up with the app functionality #### Another Such Scenario It’s getting even more tricky when your customer is updating their own app, regardless of your SDK. For example, a mobile app can change the layout of the app, resulting in a new use case that you didn’t check.  So how can we make sure that releasing an SDK does not result in any regression? How can we keep track on the app changes regardless of the SDK? ### Enter SDK Hot Swapper To solve this issue we had to come up with a new idea - SDK hot swapper ! Imagine you hold in your hands your customer’s application and you can replace the current version of your SDK with a new SDK version you want to test. That’s exactly what our system does. ## So, how does this magic happen? In a gist, to replace an SDK in an APK you uncompress the APK, using ApkTool, replace the folder with your SDK files and re-compress & sign. The main tool we are using is Apktool. This tool can disassemble an application. This action is called baksmali and what it practically does is disassembling the classes.dex file (all the application’s classes transformed into bytecode) to smali files, which, unlike .dex files are readable. The opposite operation of assemble the apk is called “smali”. * Fun fact - “smali and baksmali” is assemble and disassemble in Icelandic. ### Sounds good! Now tell me how to do it... Here’s a step by step guide: - Disassemble the APK you want to test (So that you can find your SDK’s smali files in the APK and replace them).  You can do it by running this command: apktool d - The files are arranged by folders. Each package has its own folder so you can easily find your code's package name. You can also find your SDK package within the source code files. - Create a new apk with your new sdk. (It’s important to build this apk in release mode,assuming your customer’s app, which is in production, is also built in release mode). Once you have the new apk you need to run the apktool on this apk too, as described above (Now you have two disassembled apks in your hands). Replace the package folder of your new SDK smali files with the folder containing the files of your old SDK. - Now it’s time to assemble the apk back. In order to that you need to run this command: apktool b -o This will rebuild the application with the new version. -  Last but not least, you need re-sign the application. There are several ways to do it, the one I use is jarsigner. This is the command you need to run: jarsigner -verbose -sigalg SHA1withRSA -digestalg SHA1 -keystore my-release-key.keystore alias_name * Tip: As of JDK 7, the default signing algorithm has changed, requiring you to specify the signature and digest algorithms (-sigalg and -digestalg) when you sign an APK ### Final Result: You have the customer's app APK running with your new SDK version. Now you can run tests on this application when it is not yet in production, and without any work required from your customer. ** Tip: you can use the apktool not only to replace your sdk, but also to edit the AndroidManifest.xml - I will leave it to you to decide what and how to change there. --- ### Stop reading, start talking. A new way to share knowledge. URL: https://www.taboola.com/engineering/stop-reading-start-talking-a-new-way-to-share-knowledge/ Last Modified: 2025-01-14 14:37:11 Knowledge sharing is critical for every company that wants to grow and improve. The bigger the company - the harder it gets. Inefficiency, a lack of alignment within your peers, difficulty training new workers - you name it. In this post we will take a look at the existing methods for knowledge sharing. How they can’t keep up with growth and fast paced changes, and why people are your best resource for knowledge.   ### What is Knowledge? In general, there are three main types of knowledge that need to be shared in a software company - Technical Knowledge, Product Knowledge and Business Knowledge. When a new employee begins their job, most companies will help them to learn, using some of the more traditional methods to share knowledge: - Learn from others - via frontal training or assigning a mentor - Allow Self learning - online course, or from the company’s knowledge center (Atlassian, Convo, Jive) that holds company’s videos, or an internal Wiki, etc. ### Which types of knowledge are hard to deal with? Technical knowledge is being shared all the time on the web. Online courses, YouTube videos and professional forums teach and share the existing knowledge between professionals and novices alike. The other two types of knowledge (Product Knowledge and Business Knowledge) represent the company’s knowledge and they are almost impossible to share and manage, as the knowledge and the people who have it - changes constantly. The more developers and services you have - the more effort you will invest in sharing your knowledge and keeping it up to date. When there’s a gap between the existing knowledge being shared and the knowledge that isn’t, your best resource is your own people. They are the ones making the changes, they are the ones who can share knowledge with you when you need it. They hold the company's knowledge, which is what is needed. ### Sometimes all you need is a cup of coffee At Taboola, we deliver fast. We write thousands of lines of code every day and use continuous deployment. That means there’s a lot of knowledge to share, a lot of features to develop and a lot of changes are being made. That’s when knowledge sharing becomes a real issue and people become your best source. They are up to date. But if you’re a new employee, you soon find out that people are less available than a Wiki page and it takes you time to learn the names and responsibilities of your peers. Sometimes all you need is a cup of coffee with that specific person who can help you the most. 10 minutes talk and you can get the job done. ### Instead of knowledge, search for people “It is nothing for one to know something unless another knows you know it.” ― Persian Proverb In our latest Taboola Hackathon, my team and I tried to tackle that gap. How can you tell who is that specific person who has the most relevant and up to date knowledge? We thought it would be useful to have a search engine for the people who are the most relevant for what we need. That search engine has to be dynamic, automatic and not reliant on manual management. To do that, we would need to find an information source that gets updated anyway and not as part of an effort to maintain knowledge management. This description suits many systems we all use to manage our work as developers. For example Git, Slack, or any other task management systems. But how can we use them to find people? Let’s take Jira for example. In Jira, every task is represented by a ticket. Each ticket holds information about the task: who should develop the task, what the task is, who does the Code Review, etc. Now let’s say we want to find someone in our company that knows something about a product called ‘Items Manager’. A naive approach would be to find the person in our company who has solved the most tickets containing the phrase ‘Items Manager’. It could be within the tickets’ title, description, comments, and so on. ### Our solution - creating Wiser During our latest Hackathon we took that naive approach and made it more sophisticated. We thought having one source of information was not enough. Our results would be more accurate if we had multiple information sources. It would be even better if every source had different inputs, with different associated scoring. That way we would have an aggregated result that takes many parameters into consideration, making the result more relevant. Wiser was created in the Hackathon, and it’s our attempt to tackle the difficulty of reaching the knowledge that is not being shared. We decided to start with Jira as our source, since it holds a lot of useful information. The result was a list of people who were very relevant for each field of knowledge we were searching for. We are planning to keep on working on Wiser and make it available for Taboola’s employees to use. Hopefully making it a service available for other people as well in the future. ###### An example for a search result with Wiser ### Not every solution suits everyone Every company has different needs. Some companies has developers all over the world, others are geographically close. Every company is at different stages and needs different methods for knowledge sharing and management. Not every solution suits every company. Try to think about your company’s characteristics and find the solution that suits you best. Knowledge Sharing is a complex issue every company has, and it gets harder as the company grows. When the traditional knowledge sharing methods can’t keep up with the changes, people become your best resource of knowledge. So the next time you search for knowledge in your company, remember that sometimes all you need is a cup of coffee with that person who can help you. --- ### Collaborative Trial: On Optimizing Recommendation Testing URL: https://www.taboola.com/engineering/collaborative-trial-on-optimizing-recommendation-testing/ Last Modified: 2025-01-14 14:37:11 Taboola is responsible for billions of daily recommendations, and we are doing everything we can to make those recommendations fit each viewer's personal taste and interests. We do so by updating our Deep-Learning based models, increasing our computational resources, improving our exploration techniques and many more. All those things though, have one thing in common - we need to understand if a change is for the better or not, and we need to do so while allowing many tests to run in parallel. We can think of many KPI’s for new algorithmic modifications - system latency, diversity of recommendations or user-interaction to name a few - but at the end of the day, the one metric that matters most for us in Taboola is RPM (revenue per mill, or revenue per 1,000 recommendations), which indicates how much money and value we create for our customers on both sides - the publishers and advertisers. RPM can get a little noisy - it is influenced by external factors such as current events (how interesting the news is right now) or time of year (aren’t we all waiting for the holidays?) but also by internal factors such as system upgrades and our own experiments - which can affect one another and add extra noise to the mix. All those mean that RPM can change by as much as 5-10% from day to day. But an algorithmic improvement, on the other hand, might be even lower than 1%. So how can we tell if a change is for the better? All it takes is proper data handling and some pretty basic statistics. ## The Simpsons Let’s start with data handling. With the enormous amount of data we handle at Taboola, you can rest assured that we’ve seen many interesting phenomena that caused us to scratch our heads. For instance, take a look at the data in the table below, which shows how well two variants are doing on a four day period. If you look carefully you’ll see that in each of the 4 days, the test variant has higher RPM values than the default variant. However, when aggregating results from all 4 days the default variant all of the sudden has a higher RPM. This brings up two questions: - How is that possible? - Is the test variant winning or losing? default variant test variant date RPM count revenue RPM count revenue 2020-05-01 1.358 123,651,344 167,896 1.399 41,385,732 57,888 2020-05-02 1.190 157,182,560 186,992 1.200 77,811,946 93,370 2020-05-03 1.068 151,712,429 161,976 1.075 74,929,584 80,538 2020-05-04 0.988 141,997,417 140,288 0.995 70,248,390 69,864 Grand Total 1.144 574,543,750 657,152 1.141 264,375,652 301,661 Table 1: Daily stats for two variants over the course of 4 days First off, this is not only possible, but can actually happen quite often. This phenomenon is called “Simpson’s paradox”, where combining several groups together cancels out a trend that appears individually in each group (you can read more on Simpson's Paradox here). The answer to the second question is hidden in the first day - take a close look at the second table below, which presents the traffic counts for each variant and the ratio between them: date default count test count count ratio 2020-05-01 123,651,344 41,385,732 0.33 2020-05-02 157,182,560 77,811,946 0.50 2020-05-03 151,712,429 74,929,584 0.49 2020-05-04 141,997,417 70,248,390 0.49 Grand Total 574,543,750 264,375,652 0.46 Table 2: Comparing the number of recommendations each variant had It can be seen that in the first day of the experiment, the ratio is way off (0.33 compared to 0.49-0.5 on other days). Looking closely into the matter we found out that we included the day of the variant setup in the experiment, so it was a full day for the default variant and a partial day for the test variant. Because the first day happened to be the most profitable day by far (check out the RPM columns in the first table), and because the test variant got a smaller chunk of it, its overall measure was lower even though it had better measures on all 4 days. What we learn from this example is that taking a look at the traffic split between variants, and making sure it is consistent, is important if we wish to avoid strange skews in the data. Our testing procedure in Taboola tests for such cases and others, and gives the researcher a green light if the experiment is winning with confidence, a red light if it is losing with confidence and an alert if some issues were found that need a closer look.   ## It’s T-Time And how exactly do we gain this confidence? This brings us to the statistical part of this blogpost, or more specifically, to a paired sample t-test. Paired sample t-test is used when we can match each observation from one sample to an observation from the other. For our case we use the daily average revenue as a single data point, and the pairing is done over days. This means that for each variant we have a sequence of numbers and just like a normal t-test, we try to reject the null hypothesis: : The means of the test variant RPM and default variant RPM are equal But while a normal t-test goes like this: (  and  are the unbiased estimators for the sample mean and sample variance respectively) A paired sample t-test goes like this: The great advantage of the paired sample t-test over the normal t-test is that it allows us to cancel the time related noise and focus on the difference between the two variants. For example, take a look at the results given in the following figure: Figure 1: Left: average revenue (per recommendation) of two variants over the course of 21 days Right: the difference in the average revenue along the same 21 days Using the normal t-test to compare the two variants, we get a p-value of ~0.7, which means we have about 30% confidence in rejecting the null hypothesis that the two variants have equally distributed means. This happens because the difference between days is much greater than the average difference between test and default. However, using the paired sample t-test yields a p-value of ~0.001, or 99.9% confidence in rejecting our null hypothesis (I will not dive into the subtleties of the confidence term, let’s keep it simple). If you need more intuition as to why the paired sample t-test improves the confidence to such an extent, compare the figure above to the one below - which shows a permutation of the days for test and default data such that we can no longer pair by days. In a sense, the un-paired t-test uses the data representation below while the paired t-test uses the data representation above. Figure 2: Same test and default variants, but this time days are permuted randomly so that pairing is not known     Whenever using a statistical test, it is important to ask ourselves if it’s the right one. In our case, we made sure our data meets these 3 requirements for using a t-test: - The sample means for both populations are normally distributed. For large samples this assumption is met due to the central limit theorem, but for smaller samples this needs to be tested. We use daily aggregated data so our sample is as big as the amount of days in the experiment, which is typically not very large. To test this requirement, we used the Shapiro-Wilk normality test and got good results. - The two samples have the same variance. This is only required when the samples are not of equal size. We have equal size samples, and t-test is very robust to cases with unequal variance, so no worries there. - The sampling should either be entirely independent or entirely paired. Our daily data is linked through the general behavior on each day, which means we need to perform a paired test, and that is exactly what we did. ## Final Words When we are testing new variants of our system we face contradicting interests. On the one hand, we want to make decisions fast - removing losing variants quickly and diverting more traffic to the winning ones yields greater value. On the other hand, the more time we give our variants, the more certainty we have in their performance, reducing the chance of making wrong decisions. This post gives a peek at how we use some pretty basic statistical principles and combine them with general “know-hows” of data handling in order to balance those interests, and make sure we gain as much information as possible from the time we give our variants. Have any thoughts? Let us know!   --- ### How Taboola Handles Deep Learning Training-Serving Features Discrepancies URL: https://www.taboola.com/engineering/discrepancy-solution/ Last Modified: 2025-01-14 14:37:10 ## Introduction In machine learning, one critical challenge is ensuring that the features used during model training (offline) match those used during inference time (online serving). Discrepancies between training and serving features can lead to significant performance degradation, making it crucial to identify and address these inconsistencies as fast as possible. At Taboola, we specialize in content discovery and native advertising, enabling users to find and engage with personalized content across the web. Our advanced machine learning powered recommendation systems serve billions of recommendations every day, helping publishers, advertisers, and brands reach their target audiences effectively. In this blog post, I’m going to discuss the challenges of training-serving feature discrepancies in machine learning models and how they can affect model performance. I’ll explain how we tackle these discrepancies at Taboola, including the design and implementation of our solution, Sherlock. Finally, I’ll discuss some of the key discoveries made and the significant impact Sherlock has had on our recommendation systems. ## Discrepancies?? No Way… Training-serving feature discrepancies can occur for several reasons. The most common reason is the way we handle large features. Due to their significant storage requirements, these features are often not reported back as-is after serving in the online environment. Instead, before training, they are re-calculated from sampled data and various data sources. The re-calculated features may differ from the original calculations performed during serving. This may be due to data differences, changes in external data between serving and training times, or calculation logic differences. Another cause of discrepancies can be cache misses and database queries timeouts in the online serving environment. For Taboola to be able to return recommendations to the client in a matter of hundreds of milliseconds we must wrap database queries in a very strict limit. These misses and timeouts can result in certain features having no values in serving while in the report back pipeline they will have values due to less strict timeouts. Additionally, integration bugs can introduce further discrepancies. Poorly integrated components or erroneous data pipelines can cause mismatches between the features used during training and those available during serving. ## Meet Sherlock In order to tackle this issue, we developed Sherlock. Sherlock is a robust system designed to detect and alert on training-serving feature discrepancies in our models. Developed as part of our continuous efforts to improve the reliability and performance of our recommendation systems at Taboola, Sherlock allows us to promptly detect discrepancies and quickly address them, ensuring consistent and accurate model performance. ## How Sherlock Works Sherlock pipeline is composed of three main parts: - Sampling: Saving a sample of feature values that were used for the serving. - Preprocess: Building the training feature values. - Compare: Comparing the serving and training feature values and raising warning/alerts based on the results. Figure 1: Sherlock’s main parts ## Stage 1 - Sampling Saving all feature values from the serving environment is impractical due to the enormous volume of data it would generate. To tackle this challenge, we implemented a sampling strategy where feature values are reported for 1 in every 10,000 requests handled at Taboola. This approach significantly reduces the data volume while still providing a representative sample of the feature values used in serving. The sampled feature values are included in Pageview objects in HDFS. A Pageview is a record that encapsulates various details about a user’s visit to a webpage, including recommendations served, user activities such as clicks, and more. To further streamline the process, we run a Spark job that aggregates these Pageviews containing the sampled features values once an hour. This job collects all relevant Pageviews from the previous hour that have the sampled data and copies them to a dedicated location in HDFS, making them easily accessible for the next stage of Sherlock’s workflow. Figure 2: sampling   ## Stage 2 - Preprocess Preprocess refers to a group of Spark jobs designed to prepare data for the model training jobs. These jobs read Pageviews data from HDFS based on a range of dates and perform a series of operations, including filtering, enrichment with external data sources, and calculations. The result is a comprehensive dataset containing all the features of the model, along with train and test folders filled with TFRecords used as inputs to the training job. All these outputs are then stored in HDFS. For Sherlock, our primary focus is on the features dataset. To accommodate Sherlock’s requirements, we developed a special mode within our existing Preprocess jobs, characterized by the following key points: - Reading Input Data from Sampled Pageviews: The job reads input data exclusively from the path specified in stage 1, which contains only the Pageviews containing the sampled serving features values. - No Filtering or Sampling: Unlike our standard preprocess before training job, this special mode processes all the data without any filtering or sampling, ensuring that all the data is processed. - Features Calculation: The job calculates all the features for training as it would in a standard preprocessing run, ensuring that the training feature values are calculated just as they are calculated in the standard production process. - Including Serving Sampled Feature Values: In addition to the calculated features, the job includes the features from the serving sampling exactly as they were recorded. This results in a dataset where each feature is represented twice: once with the serving values and once with the Preprocess calculation (the one that should have been used while training the model). Figure 3: preprocess ## Stage 3 - Compare The Compare stage is the core of Sherlock, where the serving and training values of the features are analyzed and discrepancies are detected. This job is implemented in Python and leverages the Pandas package, enabling the efficient and fast comparison of large amounts of data. Since there are various types of features, such as integers, strings, lists and more, some comparisons are straightforward while others are more complex. Basic types are automatically detected from the data, whereas complex types are defined per feature in configuration files. Each feature is configured with warning and alert thresholds to identify significant discrepancies. Additional metrics, such as the percentage of Out of Vocabulary (OOV) values, are also calculated for each feature. Once the comparison is complete, the results are uploaded to Google BigQuery and are also made visible in our easily accessible logs. To automate the monitoring of these results, we have defined auto-scheduled queries over BigQuery that check for features whose comparison results exceed their warning or alert thresholds. For features that exceed the warning threshold, a Slack message is sent to a dedicated channel. For features that exceed the alert threshold, a Slack message is sent along with a PagerDuty notification to the on-call person, ensuring prompt attention to critical discrepancies. By implementing these automated checks and notifications, Sherlock ensures that any significant discrepancies between training and serving features are quickly identified and addressed, maintaining the integrity and performance of our machine learning models. Figure 4: compare  ## Discoveries and Impact of Sherlock Since its release, Sherlock has identified multiple broken features, allowing us to make critical fixes that have significantly improved our models. Here are some examples of the types of bugs Sherlock has uncovered: - Non-Equal Logic in Feature Building: One common issue was the use of different logic for building features during serving and training. The fix involved ensuring that the same function was used on both sides, eliminating duplicate logic that could be mistakenly altered on one side only. - Inconsistent Feature Calculations: In some cases, features were calculated differently for serving and then recalculated with different logic for inclusion in the Pageview resulting in a broken report back value. The solution was to calculate the feature only once and use the same value twice. When this wasn’t feasible, we made sure the calculation logic remained consistent. - Configuration differences: We have had multiple cases where the building logic of the feature is equal for serving and training but the configuration wasn’t the same. For example, the OOV values weren’t equal on both sides resulting in inconsistent models. One of the most notable fixes involved correcting a broken feature that led to a significant increase in Taboola’s global Revenue Per Mille (RPM) by 1.31%. This improvement underscores the substantial impact Sherlock has had on our system’s performance. A significant impact of Sherlock is to allow us to make the right calls regarding our models. For example, when Sherlock was first activated, it flagged several features as broken—features that were about to be removed from our models due to their perceived lack of value (which, of course, was because they were broken). Instead of removing them, we fixed the features and saw the positive impact they had when functioning correctly. ## Conclusion Training-serving feature discrepancies can be a real pain, reducing the accuracy of machine learning models and potentially leading to financial losses. When we noticed that features which previously boosted our models’ RPM stopped doing so, it became clear that we needed a solution like Sherlock. The impact of Sherlock has been substantial for Taboola. By ensuring that our features are free from discrepancies, it has enhanced the reliability and accuracy of our machine learning models. Sherlock enables us to identify and address bugs promptly, even during the development and testing phases of new features. Moreover, it provides a safety net, alerting us if a feature is accidentally broken, and helps maintain the integrity of our recommendation systems. --- ### LLM-Gateway: Streamlining Large Language Model Integration at Taboola - Part 1 URL: https://www.taboola.com/engineering/llm-gateway/ Last Modified: 2025-01-14 21:23:42 ## Introduction & Overview As the landscape of LLMs rapidly evolves, leading providers such as OpenAI, Azure GPT, Gemini, and others are emerging as pivotal players, each pushing the boundaries of what’s possible. Businesses across various sectors are increasingly harnessing the power of LLMs to drive intelligent, data-driven solutions that enhance operational efficiency and user engagement. This blog delves into how Taboola has developed the LLM-Gateway, a unified solution that addresses operational challenges, streamlines interactions with various LLM providers, and enhances the scalability and reliability of our internal services. ## Leveraging the Power of LLMs at Taboola At Taboola, we recognize the transformative potential of LLMs. From automating customer service interactions to powering advanced data analytics and natural language understanding, LLMs are reshaping our operational strategies and elevating the experiences we deliver. Their versatility and adaptability allow us to innovate continuously, maintaining our competitive edge in a fast-paced industry. ### Key Applications of LLMs at Taboola To enhance user experience and optimize advertisement effectiveness—ensuring ads reach the right audiences on publishers’ sites—we have integrated LLMs into several core components. These integrations include intelligent systems such as the Intelligent Abby AI Agent, GenAI Ad Maker, and Automated Advertisements Filtering for Publishers. By leveraging LLMs, we have significantly improved process efficiency and overall performance across these applications. - Intelligent AI Agent - Abby: To maximize advertisers’ success, we developed Abby, an intelligent AI agent designed to streamline the creation and management of ad campaigns. Abby leverages LLMs to understand and respond to advertisers’ requirements, enabling effortless campaign setup and enhancing the onboarding process. Additionally, Abby assists in managing ongoing campaigns by suggesting target audiences and geographic locations based on campaign budgets and key performance indicators (KPIs). Through interactive conversations with advertisers, Abby improves overall campaign performance by providing data-driven recommendations and optimizations. - GenAI Ad Maker: Taboola’s GenAI Ad Maker empowers advertisers with the capability to generate high-quality, customized ads that align with their brand’s unique identity and target audience. Utilizing LLMs, GenAI Ad Maker can create compelling advertisement titles and descriptions from limited input information. For existing ad campaigns, it offers functionalities to rephrase content and rectify any issues, thereby enhancing campaign editing efficiency. This tool streamlines the ad creation process, enabling advertisers to produce effective ads quickly and consistently. - Automated Ad Compliance for Publishers: We use LLMs to automatically classify and tag ads, flagging any potential inappropriate content before it reaches publisher sites. By matching these tags and classifications with our content policy, we make sure that only suitable ads are shown to our publisher partners' audiences. This approach not only boosts ad performance but also helps publishers avoid unwanted content, leading to a better experience for users. Large Language Models (LLMs) are crucial for building Taboola’s key features, enabling functionalities that would be extremely challenging without them. LLMs power the Intelligent AI Agent Abby, facilitating seamless campaign setup and optimization through advanced language understanding. They drive the GenAI Ad Maker, allowing for the efficient creation and customization of high-quality ads, and automate advertisement filtering to ensure appropriate content on publisher sites. Without LLMs, developing these sophisticated and scalable features would be significantly more difficult. ## The Challenges After Adopting LLMs Integrating Large Language Models (LLMs) into our services at Taboola has unlocked unprecedented levels of efficiency and capability. However, this extensive adoption also surfaced a range of significant challenges: - Limited trackability: One of the major issues we faced after heavily adopting LLMs is the limited trackability. With multiple services utilizing LLMs simultaneously, it became increasingly difficult to gain clear visibility into resource consumption, token usage, and model performance. - Escalating costs: Each LLM API request consumes tokens, and as the volume of requests across our services increased, monthly expenses began to soar.What began as a manageable expense quickly snowballed into a significant financial strain. - Difficulties with Seamless Failover for Continuous Availability: Implementing seamless failover to ensure continuous availability has become a significant pain point. Each of our services needs to build its own retry and fallback mechanism, resulting in repetitive boilerplate code across multiple services. This not only increases development complexity and leads to inconsistency in how failover is handled. - Complex Integration and Lifecycle Management: One of the key obstacles the Taboola internal services face is the complexity of integrating with different LLM models and managing their life cycles. Each model has its own set of requirements, versioning, and updates, making it difficult to ensure compatibility and smooth operation across various services. - Security Risks in Managing Shared API Keys: In our organization, several services access LLM models using the same API key, which makes it difficult to manage granular access control. This setup creates a vulnerability: if we need to restrict or prevent one service from using the LLM model, it’s almost impossible to do so without impacting other services that rely on the same key. ## LLM-Gateway: Our Unified Solution for LLM Challenges To address the cross-cutting challenges mentioned above, we developed the LLM-Gateway—a centralized intermediary layer between our internal services and various LLM providers and models. The LLM-Gateway offers a unified interface that simplifies interactions with multiple LLM models, while providing enterprise-grade features such as enhanced observability, easily integrated interfaces, intelligent traffic load balancing, customizable failover strategies, a configurable caching mechanism, and robust security protocols. ### Design Decisions Behind the LLM-Gateway Before diving into the architecture of the LLM-Gateway, it is crucial to understand the two core concepts behind the scenes: Virtual Models and a Unified Request & Response Data Schema. #### Deep Dive into Virtual Models At the heart of the LLM-Gateway lies the concept of Virtual Models. A Virtual Model abstracts the complexities of underlying LLM Vendor Models, presenting a unified interface to client applications. This abstraction allows clients to interact with LLMs without needing to manage details such as regional deployments or specific model parameters. ##### Virtual Model Request Routing To better understand the integration between LLM Vendor Models, the following diagram illustrates how each client service uses a Virtual Model to connect with the actual LLM Vendor Models. Between the Virtual Models and LLM Vendor Models, there is an additional layer called the Service Policy. This layer allows the Virtual Model to configure how it utilizes the associated LLM Vendor Model when serving a request. The Request Routing Flow: - LLM-Gateway clients submit request with Virtual Model: The client service sends a request to the LLM-Gateway, specifying the desired Virtual Model identifier. - LLM-Gateway server validates Service Policy: The LLM-Gateway retrieves the associated Service Policy, which includes rules such as TPM limits and model preferences for an LLM Vendor Model, and performs pre-processing operations before forwarding the request to the LLM Vendor Model. - LLM-Gateway server forwards requests to LLM Vendor Model: Once the pre-processing operations are finished, LLM-Gateway selects the associated LLM Vendor Model and forwards the request accordingly. #### The Request and Response Data Schema To maximize the effectiveness of Virtual Models, we standardized the request and response formats into a unified data model. This approach simplifies client interactions with multiple LLM vendor models by abstracting the complexities of model management and routing. A pivotal design decision was to align our API structure closely with the widely-adopted OpenAI ChatCompletions API. This alignment leverages the extensive ecosystem and familiarity that many developers have with OpenAI’s interface, simplifying integration across our services. While adhering to the OpenAI framework, we have also introduced support for extra parameters to integrate with our in-house Llama3 model. This slight extension maintains compatibility with internal models while preserving the simplicity and familiarity of the OpenAI API. In the demonstration above, clients familiar with the OpenAI ChatCompletions API can easily switch to the LLM-Gateway. Additionally, the standardized data formats enable efficient caching mechanisms, improving performance by reusing responses across services. This approach not only streamlines integration but also boosts development productivity by reducing the overhead of managing diverse model interactions. ### Exploring the Internal Mechanism of the LLM-Gateway Building on top of the Virtual Model and the Unified Request and Response Schema, we developed several features to address the practical challenges mentioned earlier. This section delves into the inner workings of the LLM-Gateway, highlighting the mechanisms and processes that power its core functionalities. From intelligent load balancing and dynamic routing to robust fallback strategies, we’ll explore how these internal systems work together to deliver high performance, reliability, and efficiency. #### LLM-Gateway - Core Features The diagram above illustrates the layered architecture of the LLM-Gateway. It depicts the key components across different layers, including LLM-Gateway clients, the LLM-Gateway internal infrastructure, and various LLM Vendors. Next, we will explore the core features that address client challenges and make the LLM-Gateway a powerful solution: ##### Smart Load Balancing The Smart Load Balancing feature was developed to mitigate Difficulties on Seamless Failover for Continuous Availability issue, it intelligently routes requests based on predefined Service Policies associated with each Virtual Model.   In the diagram, a Virtual Model like taboola-service-A-gpt-4o can distribute traffic between multiple LLM Vendor Models based on TPM configurations. Here’s how it works: For the virtual model taboola-service-A-gpt-4o, with a total TPM limit of 40K (30K + 10K), the traffic is distributed as follows: - us-west-gpt-4o: Handles 75% of traffic, based on 30K TPM limit settings. (75% = 30K/40K) - us-east-gpt-4o: Handles 25% of traffic , based on 30K TPM limit settings. (25% = 10K/40K) ##### Customizable Fallback Routing Another feature for dealing with Difficulties in Seamless Failover for Continuous Availability issue is Customizable Fallback Routing. This feature allows clients to specify fallback Virtual Models in the request parameters. If the primary model fails or exceeds its limits, the gateway automatically reroutes requests to the designated fallback model, ensuring uninterrupted service. ## In the above graph, ServiceA sends the ChatCompletions API request with the fallback models, and LLM-Gateway does the error fallback internally when the primary model `taboola-llama3` process fails. ##### Configurable Caching System To address the Substantial Costs problem, we provide an Configurable Caching System that allows clients to use an HTTP request header to manage whether to retrieve cached results or request fresh data. This flexibility ensures that up-to-date responses are available when needed, while caching reduces unnecessary costs. By offering this configurable caching option, the LLM-Gateway enhances efficiency and provides clients with a flexible way to manage and optimize their LLM-related expenses. ##### Unified Model Management To overcome Model Integration and Lifecycle Management pain points, the Unified Model Management leverages Virtual Models to simplify the management of model lifecycles. As models evolve or new versions are introduced, LLM-Gateway clients can easily switch to their desired LLM vendor models by updating the configuration of their Virtual Models—no changes to client code are necessary. This unified approach significantly reduces the complexity and overhead associated with managing model lifecycles and integrations, benefiting both our organization and our clients. ##### Client Application Authorization With the introduction of Client Application Authorization, the LLM-Gateway now effectively addresses both Trackability Limitations and Security Risks with Shared API Keys. This feature centralizes access control, ensuring that each client application is assigned distinct authorization credentials. It strengthens security by preventing unauthorized access and reducing the risk of data exposure. Additionally, it offers comprehensive visibility into how each client application interacts with LLM resources during the entire request lifecycle. With real-time insights into resource usage, token consumption, and the performance of various LLM models, this feature empowers us to monitor and optimize operations effectively. ### Summary The LLM-Gateway serves as a centralized intermediary between Taboola’s internal services and various LLM providers. It simplifies model management through Virtual Models, allowing seamless updates and lifecycle management without altering client code. Additionally, the gateway enhances security and visibility by centralizing access control and monitoring resource usage, providing clients with real-time insights and control over LLM operations. These solutions collectively create a streamlined, scalable, and secure environment for leveraging LLM technology. ## Real-World Impact of the LLM-Gateway Since its launch, the LLM-Gateway has revolutionized how our client applications interact with LLM models, addressing critical difficulties such as cost efficiency, seamless failover, and intelligent load balancing. In this section, we delve into the real-world impact of the LLM-Gateway, supported by key monitoring metrics and insights from our applications. ### System Metrics and Monitoring One of the most significant advantages post-launch has been the ability to collect comprehensive monitoring metrics—insights that were previously unattainable when client services interacted directly with LLM vendors. These metrics provide invaluable visibility into system performance, resource usage, and operational efficiency. #### Requests Metrics Client request count:  This metric is essential for assessing usage patterns, identifying peak usage times, and ensuring that the gateway can handle the load effectively. Client request duration Monitoring request durations helps in identifying performance bottlenecks, optimizing processing times, and ensuring a seamless user experience across all services. Client requests traffic across different LLM Model providers This information is crucial for load balancing, optimizing resource allocation, and negotiating with LLM vendors based on usage patterns. #### Caching Metrics Caching hit rate per client application  This metric is vital for evaluating the efficiency of the caching system, identifying opportunities for cache optimization, and minimizing redundant LLM API calls to control costs. #### Token Metrics Token usage per client application By analyzing this metric, teams can identify high-usage applications, implement token-efficient practices, and ensure that usage remains within budgetary constraints. ## ### Lesson Learned #### Caching vs Cost Since the launch of the LLM-Gateway, one of the most impactful strategies has been the implementation of a robust caching mechanism. Given that each LLM API request incurs token-based costs, our caching strategy has been instrumental in reducing redundant calls and optimizing overall performance. - Cost Savings: One of our client applications experienced a dramatic reduction in monthly costs, saving approximately 75% of total expenses. This significant saving was achieved by maintaining a consistent cache hit rate between 60-80% across various applications. - Performance Improvement: By serving responses from the cache instead of making repeated LLM API calls, we have not only reduced costs but also enhanced response times and overall system efficiency. These observations highlight the critical role caching plays in mitigating the high costs associated with LLM usage, making it a cornerstone of our approach to optimizing performance and maintaining cost-effective operations. #### Request fallback The Request Fallback mechanism has been another standout feature of the LLM-Gateway. Integrated seamlessly into the standard API request body, this feature has been widely adopted by our clients due to its simplicity and effectiveness. - Increased Availability: Clients experience higher request availability without implementing complex retry logic. - Reduced Complexity: The ease of integrating fallback directly into the request body has simplified client implementations, reducing development overhead and improving reliability. ## Conclusion The launch of the LLM-Gateway has been a pivotal advancement in optimizing how our clients and organization interact with Large Language Models (LLMs). By addressing difficulties such as cost management, high availability, security, and comprehensive monitoring, we have developed a solution that significantly enhances performance, reliability, and flexibility in LLM deployments. On an organizational level, the LLM-Gateway has provided critical visibility into LLM request usage, enabling better resource management, performance analysis, and data-driven decision-making. By centralizing monitoring and tracking, the gateway allows us to optimize usage and control costs more effectively. In our next article, we will explore advanced technologies supported by the LLM-Gateway, such as BulkChatCompletions—a bulk version of the ChatCompletions API—and other enhanced caching features. These technologies further maximize the LLM-Gateway’s performance, empowering businesses to harness the full potential of LLMs while maintaining efficiency and cost-effectiveness at scale. --- ### Zooming Past the Competition URL: https://www.taboola.com/engineering/zooming-past-the-competition/ Last Modified: 2025-01-14 14:37:12 Imagine you’re walking down the street and you see a nice car you’re thinking of buying. Just by pointing your phone camera, you can see relevant content about that car. How cool is that?! That was our team’s idea that awarded us first place in the recent Taboola R&D hackathon aptly named - Taboola Zoom!   Every year Taboola holds a global R&D hackathon for its 350+ engineers aimed at creating ideas for cool potential products or just some fun experiments in general. This year, 33 teams worked for 36 hours to come up with ideas that are both awesome and helpful to Taboola. Some of the highlights included a tool that can accurately predict the users’ gender based on their browsing activity and an integration to social networks for Taboola Feed. Our team decided to create an AR (Augmented Reality) application that allows a user to get content recommendations, much like Taboola’s recommendations widget, based on whatever they’re pointing their phone camera at. ## What is Zoom? The app itself is an AR experience similar to that of Google Glass, which allows you to interact with the world using your phone camera. Using the app, one just needs to point their camera onto an object to immediately get a list of stories from the web related to that object. To make this idea a reality we used technologies from several domains - AI, Web Applications and Microservices. ## Under the Hood The flow is pretty simple: - The user opens a web application on his phone - an HTML5 page that behaves like a native app. - The app sends a screenshot of the captured video every second to a remote server. - The server processes the image using computer vision technologies. - The server searches for web articles with thumbnails that are the most similar to the processed image. - The retrieved images are filtered using a similarity threshold, and are sent back to the user to be shown in a slick widget atop of the user’s display. - When the user clicks the widget the relevant article is opened in the browser.   ## Zooming In Each component of the system is implemented using different technologies:   ## Web Application We decided to implement the user interface using HTML5, which allowed us access to native capabilities of the phone such as the camera. Additionally, we used WebRTC API and Canvas API.   ## Computer Vision Service For every image, the service processes the image and returns an embedding - a numerical vector representing information extracted from the content of the image. Understanding the content of an image is a well known problem with plenty of solutions. We chose to use Google’s Inception model, which is a DNN (Deep Neural Network) trained to classify the object found in an image. A DNN is a construct of layers of neurons - similar to nodes in a graph, where each layer learns certain patterns in the image. The first layers learn to output simple patterns such as edges and corners, while the last layer outputs the type of the object, e.g. dog, cat etc. We chose to use the output of the layer before last - as that produced the best results.   ## Database The only component that was already available to us was Taboola’s internal database of articles, containing, among other things, the thumbnail and the article URL. If such a database was not readily available to us, we could have just built our own by scraping images using a library such as BeautifulSoup.   ## Server We used Flask as our web server. On startup, the server queries Taboola’s internal database of articles from the web. It then sends each image to the computer vision service, which returns an embedding. The embeddings are then stored into a designated data structure called FAISS (Facebook AI Similarity Search). It allows us to perform a nearest neighbors search. Each image sent from the user is similarly transformed into an embedding. It is then used as a query to the above data structure to retrieve its nearest embeddings, meaning, images with similar patterns and content. Only images which are considered similar above a predefined threshold are then returned to the user. So to recap, the entire architecture relies on three main components: - web application - computer vision service - articles database ## Do it Yourself The entire project was developed in under 36 hours by a team of 5 people. This app touches several interesting and exciting domains that are “hot” in the industry - AR and AI. It was a breeze to implement thanks to the commonly available tools and libraries. If there’s only one thing we want you to take from this is that it’s not that difficult. We invite you to be aware of the potential that lies in these domains and to be on the lookout for interesting and exciting ideas. Once you find one, go and have your own private hackathon! ## Finally If you want to play around with the app, open https://zoom.taboola.com on your phone- use Chrome on Android and Safari on iOS, and try hovering over different objects to see the various results - keep in mind this is a pre-alpha hackathon project. We want to thank our wonderful teammates who worked tirelessly to create this amazing app - Amir Keren, Yoel Zeldes, Elina Revzin, Aviv Rotman and Ofri Mann. --- ### Driving Success Through Cross-Functional Management in Engineering at Taboola – Part 2: Strategic Leadership and Innovation in Tracks Methodology URL: https://www.taboola.com/engineering/tracks-process/ Last Modified: 2025-02-19 17:24:12 ## Introduction In the first part of this series, we explored how the Tracks methodology empowers teams through cross-functional collaboration, delivers measurable business impact, and fosters innovation. In this second part, we’ll dive deeper into the high-level management of Tracks, including how mission statements and resources are reviewed, and how leaders like group managers and track managers balance their responsibilities. We’ll also take a closer look at how innovation is driven through the Discovery mode and how the Tracks methodology supports leadership and strategic decision-making. ## Tracks Management Forum and Portfolio Process The success of the Tracks methodology at Taboola is driven by the careful oversight and resource allocation facilitated by the Tracks Management Forum. This small forum includes VPs and a Sr. Product Director and is responsible for orchestrating the leadership of Tracks, from defining their mission statements to assigning resources. - Coordinating the Tracks: The Tracks Management Forum ensures that each Track is aligned with Taboola’s broader strategy by defining the mission of each Track, selecting a capable Track Leader, and allocating resources (teams and other assets), which are reviewed and approved by the SVP R&D, VP Product  and members of the Senior Executive Team (SET) as part of the portfolio process. - Portfolio Process for Resource Approval: Resources for Tracks are approved based on a repeated 6-month portfolio process, led by the SVP R&D along with the VP of Product and other members of the SET. This process takes place before the beginning of each year and again mid-year to ensure that Tracks are properly resourced to meet their goals. ## The Three “Hats” of Leadership In Taboola’s tech organisations, leaders wear three distinct "hats" that define their responsibilities: - People Management: Leaders at all levels—whether team leaders, group managers, or VPs—are responsible for managing the growth and performance of their teams, supporting their professional development, and fostering a positive and productive working environment. - Project Management: Depending on their role, leaders oversee either smaller tactical projects or large-scale initiatives, ensuring timely delivery and resource alignment. - Craft (Technical Expertise): Leaders are responsible for maintaining and enhancing the technical expertise within their teams, driving innovation and ensuring high-quality output. At the team leader level, all three hats—people management, project management, and technical expertise—are worn simultaneously within their own team. This means team leaders are not only responsible for managing their team’s day-to-day performance and professional development but also for driving successful project execution and ensuring a high level of technical proficiency within the team. They play an essential role in fostering a positive, productive working environment. While team leaders focus on managing the full scope of their teams' work, group managers in the Tracks structure have a more flexible role, overseeing their teams while allowing certain projects or tasks to be led by other Track Leaders. In the cross-functional model, group managers might lead Tracks while some of their teams are assigned to Tracks led by others. Unlike team leaders, who wear all three hats—people management, project management, and craft—directly within their own teams, group managers in the Tracks structure often do not directly manage the day-to-day tasks or projects of all their teams. Instead, their role is to ensure that their team members are successful within the Tracks they are assigned to, even when these projects are led by another Track Leader. This includes offering guidance, supporting team leaders, and ensuring their team’s alignment with the broader goals of the Track. This flexibility ensures that the best people are always working on the most impactful projects, regardless of departmental boundaries, while group managers remain responsible for their team’s overall development and performance. ## Opportunities for Emerging Leaders While most of our Tracks are led by managers who already manage a group and are additionally nominated as Track Leaders, we also recognize potential in emerging leaders. In some cases, we nominate managers to lead Tracks even before they become group managers. These are typically leaders who have experience managing teams and demonstrate the capability to drive larger, cross-functional initiatives. For these emerging leaders, taking on the Track Leader role allows them to focus more on Project Management and Craft—ensuring successful project execution and maintaining high technical standards across their cross-functional teams. Since they are not yet managing organic teams, People Management becomes less central to their role, allowing them to concentrate on driving the Track’s goals and technical outcomes. This flexibility offers a valuable path for managers to grow into broader leadership roles. By focusing on leading high-impact projects and honing their technical expertise, they gain the experience necessary to eventually balance all three hats—People Management, Project Management, and Craft—as they grow into full group managers in the future. Note: Similarly, senior Product Managers (PMs) may also take on the Track Leader role as part of their career growth, allowing them to experience the benefits of cross functional management of non-PMs, as described above. ## Benefits of the Tracks Methodology for Managers The Tracks methodology at Taboola offers significant advantages for managers, enhancing their leadership capabilities, improving strategic decision-making, and driving career growth through cross-functional collaboration. ### Greater Visibility and Direct Impact on Business KPIs In the Tracks model, managers hold end-to-end accountability for projects, giving them a direct influence on business outcomes and key performance indicators (KPIs). Successfully leading high-impact Tracks provides increased visibility within the company, opening pathways for career advancement through measurable achievements. ### Efficient Resource Management Tracks provide managers with the flexibility to dynamically allocate resources based on evolving project needs. This approach ensures that the best talent is aligned with the most mission-critical projects, improving overall efficiency and accelerating progress toward business objectives. ### Expanding Leadership Across Groups and Departments Leading a Track means managing cross-functional teams across multiple groups and departments. This experience helps managers develop broader leadership skills, enabling them to handle complex, multi-team initiatives and work effectively beyond the boundaries of their own department. ### Driving Innovation and Creativity The Tracks methodology empowers managers to make strategic decisions and champion a culture of innovation. It encourages calculated risk-taking and experimentation, which is further supported by Discovery Mode—a structured process for exploring uncertain opportunities and testing new concepts (see more on Discovery Mode in the next section). By leading innovative initiatives, managers can foster creative problem-solving across teams. ### Strategic Career Growth Leading high-impact Tracks allows managers to build a robust track record of success, positioning them for further leadership opportunities. In addition to sharpening their project management and technical skills, managers gain valuable insights into broader business objectives, enhancing their ability to align technical execution with business strategy. ### Balancing Structure with Leadership Flexibility The Tracks methodology offers a structured framework for managing leadership responsibilities while remaining adaptable to changing business priorities. This balance of structure and flexibility allows managers to focus on delivering results while adjusting team direction as business needs evolve. ## Discovery Mode: Exploring Uncertain Opportunities Within Tracks While Tracks are typically focused and impact-driven, Taboola also utilises Discovery mode for concepts, projects or sub-projects that need further exploration or research. Discovery allows us to explore opportunities that may not have immediate clarity but show potential worth investigating. - Exploration with Lower Certainty: Discovery projects allow us to inspect ideas and run Proofs of Concept (POCs) to determine whether they should evolve into a full Track or sub-project. - Defining Future Tracks: Sometimes, a Discovery phase leads to the establishment of a new Track or the addition of a sub-project to an existing Track. If the potential is significant, Discovery ensures that it receives the attention it deserves. - Dedicated Resources: Discovery Mode is not a "nice-to-have" or an afterthought; it’s a crucial part of the portfolio process, with dedicated resources allocated to it. This ensures that exploration and validation of new opportunities receive proper attention and are aligned with company goals. - Flexible Outcomes: Not all Discovery projects move forward, but the process provides a space for safe exploration, minimising risk and ensuring that only the most promising ideas are pursued. By embracing a fail fast approach—described in more detail in Part 3—teams can quickly identify which ideas to pursue and which to discard, minimising resource investment in less viable paths. This approach, rooted in early failure, encourages teams to stop or pivot efforts early when progress becomes uncertain, focusing on alternative strategies that can better achieve impact. This agility allows us to refine concepts early on, ensuring that only the most promising initiatives progress, while mitigating risks and fostering innovation. ## Conclusion: Empowering Strategic Leadership and Innovation Through the Tracks Methodology The Tracks methodology has proven to be a powerful framework at Taboola, empowering managers with the flexibility to lead cross-functional teams, allocate resources efficiently, and drive impactful innovation. By offering a structured yet adaptable approach, Tracks not only help achieve key business outcomes but also provide valuable opportunities for leadership growth across R&D and other departments. The balance of accountability, ownership, and adaptability equips both managers and teams with the tools needed to navigate complex challenges and deliver results. Through mechanisms like Discovery Mode and the principle of early failure, the methodology ensures that innovation remains a core component of how we operate, enabling us to pivot quickly and focus on high-potential initiatives. In Part 3, we will further explore the role of Track Leaders, focusing on how they manage cross-functional teams, recognize and act upon early signs of failure, and ensure that their Tracks remain aligned with Taboola’s strategic objectives. --- ### Driving Success in Engineering at Taboola: Cross-Functional Management Blueprint URL: https://www.taboola.com/engineering/taboola-tracks-maximize-conversions/ Last Modified: 2025-02-19 17:24:23 In today’s fast-paced business environment, flexibility and collaboration are key to driving innovation and delivering impactful results. At Taboola, we’ve embraced cross-functional management as a way to bring together the best talent from across the organisation to work toward common goals. Our approach, embodied in the Tracks methodology, empowers teams to take end-to-end ownership of projects and deliver measurable business impact. As we celebrate the first anniversary of Maximize Conversions—one of the successful initiatives born from this methodology—it’s a great time to reflect on how Tracks have transformed our approach to project management, innovation, and growth. This journey has been further validated by being named a finalist in the 2024 Digiday Technology Awards for Best Native Advertising Platform, largely due to successful collaborations like the Hyundai case study. Beyond Maximize Conversions, other impactful innovations, such as Generative AI from the Creative & Formats Track, have continued to drive engagement and deliver superior business outcomes. ## Part 1: Introducing the Tracks Methodology: Building Cross-Functional Teams for End-to-End Success In this first part, we’ll explore the fundamentals of the Tracks methodology. We’ll look at how it fosters collaboration across departments, drives business impact, and empowers teams to take ownership of their work, creating a culture of accountability and innovation. ### Tracks: Cross-Functional teams that Drive Impact At Taboola, Tracks are medium-term cross-functional teams that typically last several months to a few quarters, designed to drive impactful outcomes within a defined time frame. Tracks focus on developing demanding technical abilities through structured roadmaps, enabling teams to achieve clear business goals. - Purposeful Collaboration: Tracks bring together cross-functional teams from various departments—R&D, Product, Marketing, and more—under a shared mission. This collaboration enables us to break down silos and foster creative problem-solving. - Mission-Oriented with Clear KPIs: Each Track is guided by a roadmap with defined milestones and KPIs, ensuring that every project stays aligned with the company’s strategic objectives. - Leadership and Accountability: A Track is typically led by an R&D Manager or Product Manager, ensuring that leadership is aligned with both technical and business needs. Teams are given clear direction, while leaders are accountable for driving progress. ### Track Leaders’ Responsibility Each Track leader—usually an R&D Manager or a Product Manager—is tasked with guiding their team toward achieving the Track’s goals. The Track leader has several critical responsibilities: - Defining the Roadmap: The Track leader must define a clear roadmap, outlining the milestones that need to be reached to meet the project’s KPIs and deliver meaningful business impact. - Driving Execution: Track leaders are responsible for the day-to-day execution of the project. They coordinate cross-functional teams, ensure smooth collaboration, and manage any challenges that arise during the project’s lifecycle. - Accountability for Results: Ultimately, the Track leader is accountable for its success. Their role is to ensure that the project stays on course, meets its goals, and delivers measurable results in line with Taboola’s business objectives. ### Enhanced Flexibility in the Tracks Model One of the greatest strengths of the Tracks methodology at Taboola is its flexibility in team assignments and leadership, which allows us to adapt to business priorities more effectively compared to the classic organic structure. - Dynamic Team Assignments: In the Tracks model, teams aren’t confined to their original departments. Instead, resources (people) can be reassigned based on the specific needs of the project. This flexibility ensures that the best talent is placed on the most impactful projects, regardless of their department. In contrast, the classic organic structure typically limits team members to their designated functions, which can restrict their ability to contribute to high-priority initiatives outside their core teams. - Leadership Across Tracks: In the organic structure, leaders manage their own teams and projects within a specific department. However, the Tracks methodology allows for greater leadership flexibility. A group manager may lead a Track with teams from other departments, while some of their own teams may be working under a different Track leader. This cross-functional leadership enables us to assign the best-suited leaders for each project, promoting both technical excellence and strategic alignment. - Flexibility in Response to Changing Priorities: As business priorities evolve, the Tracks model allows for quick reallocation of resources. If a new business opportunity arises or a project’s goals shift, the Tracks structure enables us to pivot more easily by adjusting team assignments and resources. In contrast, the organic structure can be slower to adapt, as formal restructuring processes may be required to shift resources between departments or projects. - Cross-Functional Collaboration as a Standard: The Tracks methodology inherently encourages cross-functional collaboration by breaking down departmental silos. In the organic structure, collaboration across departments often requires more effort and coordination. With Tracks, cross-functional collaboration is built into the process, allowing teams from different areas of the organization to work together more seamlessly. Diagram: Illustrating the Tracks structure, including the Tracks Management Forum, Track Leaders, and cross-functional collaboration between R&D, Algorithms, Product, and Marketing teams. Note: While the diagram separates Track Leaders and R&D Managers, in practice, certain R&D Managers may also act as Track Leaders for specific Tracks. As was described above in the "Leadership Across Tracks" section, this flexibility enables us to assign the best-suited leaders for each project, promoting both technical excellence and strategic alignment. ### Tracks as a Catalyst for Innovation The Tracks methodology fosters a culture of innovation at Taboola by enabling: - Cross-functional collaboration that brings diverse perspectives together to solve complex problems. - Focused, mission-driven innovation where creative problem-solving is aligned with strategic business goals. - Flexibility for iterative improvement, allowing teams to experiment, take risks, and refine their ideas. One of the most powerful tools for fostering this creativity is Discovery Mode, which provides a structured way to explore uncertain opportunities and test new concepts (see more about innovation in Part 2 under the section on Discovery Mode). ### Benefits of the Tracks Methodology for R&D Developers and Talents The Tracks methodology isn’t just about delivering business results—it also empowers R&D developers and talents to thrive. By providing opportunities for cross-functional collaboration, high-impact projects, and personal development, Tracks create an environment where innovation and career growth flourish. - Exposure to New Technologies: Working on Tracks gives developers the chance to work with cutting-edge technologies and tackle complex challenges, keeping their skills sharp and relevant. - Ownership and Autonomy: Tracks give developers the end-to-end responsibility, allowing them to take the initiative, make decisions, and see their work through to completion. This ownership boosts creativity and engagement. - Career Growth and Visibility: Developers who contribute to successful Tracks gain visibility within the organization, accelerating their career growth and opening up opportunities for leadership roles. ### Not Every R&D/Product Activity Should Be Part of a Track Tracks are designed to drive large-scale initiatives aligned with leading company goals, with achievements expected within a mid-term timeframe. They focus on high-impact outcomes with clear roadmaps, milestones, and well-defined KPIs. Additionally, Tracks emphasize cross-functional collaboration, bringing together teams from different departments, such as R&D, Product, and Marketing. However, not all R&D activities fall within this scope. Some developments are critical but not directly tied to such large initiatives, including ongoing improvements and maintenance to existing products. After a Track achieves its purpose, responsibility may revert to the regular organic teams for continued maintenance and evolution. ### Maximize Conversions: A Track Success Story One of the early success stories that emerged from Taboola’s Tracks methodology is Maximize Conversions, which was launched just one year ago. This AI-powered bidding strategy was designed to transform how advertisers manage their campaigns on Taboola, simplifying the process by allowing advertisers to focus on their business goals while the system optimised performance behind the scenes. The Challenge: Before Maximize Conversions, advertisers had to manually adjust their campaign bidding based on their goals, which was time-consuming and often inefficient. The Taboola team recognized the need to develop an automated system that could improve advertiser results by leveraging AI to optimise bids in real-time. The Approach: A cross-functional Track was created to address this challenge, pulling together talent from R&D (Software engineers, Algorithms engineers), Product, Analysts and Product Marketing. The team worked collaboratively in high focus to design, test, and refine the AI-based bidding strategy. This involved multiple iterations, each informed by data and feedback from advertisers during early trials. The goal was to not only increase the amount of conversions and improve cost, but also simplify campaign management for advertisers, enabling them to achieve better results with less manual effort. The Result: Since its launch, Maximize Conversions has delivered significant results: - Over 1,000 advertisers have joined the platform, including major brands like Babbel and Hyundai. - Campaigns using Maximize Conversions have seen an average 110% increase in conversions. - Advertisers have launched double the number of campaigns each quarter, showcasing the effectiveness of the tool. In the Hyundai case study, Maximize Conversions played a crucial role in reducing costs: - A 30% reduction in cost per session. - A 26% reduction in cost per car configuration. Additionally, innovations like Motion Ads, developed in the Creatives & Formats Track, also played an important role in driving engagement for Hyundai and other brands. Together, these innovations contributed to Taboola being named a finalist for Best Native Advertising Platform at the 2024 Digiday Technology Awards. Images: - Celebrating the first anniversary of Maximize Conversions with 1,000+ advertisers and a 110% conversion increase. - Hyundai's partnership with Taboola achieved a 30% lower cost per session using Maximize Conversions. Shaping Taboola’s Future Approach: The success of Maximize Conversions, along with other early Tracks, was pivotal in shaping Taboola’s broader approach to cross-functional management and innovation. The collaboration between teams from various departments and the rapid iteration cycles exemplified how the Tracks methodology can drive business impact efficiently. As we celebrate the first anniversary of Maximize Conversions, it’s clear that this Track demonstrated the value of empowering teams to innovate and deliver results aligned with Taboola’s strategic goals. ## Conclusion: Empowering Innovation and Impact through the Tracks Methodology The Tracks methodology has had a transformative impact on how we operate at Taboola. By breaking down silos, fostering collaboration, and providing the flexibility to focus on high-impact projects, Tracks have empowered both our organisation and our people to innovate and grow. In the next part, we’ll explore the high-level management of Tracks, the roles of group and track managers, and how innovation is driven through Discovery mode. --- ### Who Eats Memcached Network URL: https://www.taboola.com/engineering/who-eats-memcached-network/ Last Modified: 2025-01-14 14:37:12 Taboola is the leading recommendation engine in the open web market, serving close to 1 million requests per second during peak while keeping p99 response time subsecond. During recommendation flow, caches are heavily utilized to boost performance, save complicated computation, and reduce load to external data stores. In Taboola, we build cache services based on memcached and have a memcached cluster per data center dedicated to recommendation flow. These memcached clusters serve over 10 million requests per second. In this article, we discuss one particular case where our memcached cluster network got saturated and became unstable. ## The problem As Taboola continues to grow (Yahoo partnership, Apple News and Stocks, and many more), so are our recommendation requests. In turn, our memcached cluster powering recommendation requests starts to face a skewed access pattern as illustrated by the graph below. Each line represents a memcached node - positive for transmit traffic and negative for receive traffic. In particular, the orange line is a skewed node with much higher network traffic than others. And network traffic of the skewed node is saturated to a point that clients connecting to the node start to encounter occasional, unpredictable packet loss. ## Observability into cache distribution Before we dive into the issue, we need to understand how cache in Taboola works. As a simplified flow, clients see read-through cache while there are two layers of cache underlying - in-memory cache and memcached. - Access to caches reaches in-memory cache first. - If in-memory cache misses, then reach memcached. - If both in-memory cache and memcached miss, fetch from data stores and/or perform whatever computation necessary. In a memcached cluster, each memcached node works independently and is unaware of each other. Cache entry sharding is performed by our clients using consistent hashing. New nodes are added occasionally and in general the number of nodes is relatively stable. The first theory to the issue is the celebrity problem, i.e., certain entries are hot and accessed much more frequently than others, and thus leads to the skewness. But this is quickly eliminated, since hot entries likely reside in-memory cache all the time and are served in-memory without needing memcached fetch. We also double confirm that no suspicious high evictions among in-memory caches. Our theory is then turned to skewed cache entry distribution among memcached nodes. Initial check on memory indicates that there are some discrepancies among memory usage of memcached nodes, though much less extreme than network traffic. However, given our memcached cluster serves tens of different caches, skewed entry distribution of one cache or few caches are likely hidden from coarse-grained memory view. To find the potential skewed entry distribution, we need to be able to analyze per cache entry distribution. While memcached has the tool to dump cache statistics, it’s an aggregated view and has no knowledge of determining which entry belongs to which cache. In order to better understand the entry distribution, first we add a new convention to our cache framework and gradually migrate all of our caches to prefix cache keys with cache names. Second, we utilize memcached lru_crawler to dump cache keys and together with cache name prefix to collect entry distribution per cache. We make this process automatic and feed the statistics into our continuous monitoring pipeline backed by Prometheus. After the statistics are available, unfortunately none of the tens of caches show skewed entry distribution. On the good side, we ruled out another theory and built another nice observability into our memcached cluster. ## Locate the villain Then something catches our attention - the skewed memcached node shifts from one node to another at a certain time point, as illustrated by the graph below, while it has been consistent on a particular node for a long while already. Looking deeper we realize that the shift timing correlates to the migration of adding cache name prefix to cache keys. While the root cause is still unknown, we now have an easy way to a) validate whether it’s one or few caches causing the issue, and b) find exactly which caches are troublemakers. The investigation is then straightforward with binary search technique. We divide tens of caches into two groups and perform another cache key tweaking migration on those two groups separately and observe migration of which group leads to skewed node shifting. And from the group having shifting effect, we repeat the process of dividing it further into two subgroups to test shifting effect. After a few interactions, we are able to locate exactly one cache who is causing the skewness. So now we find the villain, but the puzzle is not yet solved. The problematic cache’s in-memory cache hit rate is ~83%, while not great but also not that bad as well, and its eviction rate is reasonable. Why is it causing the issue then? ## The root cause There are several attempts to address the issue, including reducing the size of largest entries being up to hundreds of kilobytes and some experiments to reduce cache access, but none helps and the skewness persists. Then another anomaly is noticed - while the problematic cache has a reasonable in-memory hit rate, the stale access ratio is >90%. Stale access is an optional feature in Taboola to help latency. The basic idea behind stale access is simple - in some scenarios where there is contention between latency and data freshness, we can optionally favor latency by postponing data fetch and using slightly stale data. When stale access is enabled, which is the case with the problematic cache, the flow becomes: - In-memory cache now has two TTL values, as illustrated in the graph below. Freshness TTL to determine whether an entry is considered fresh or stale. - Entry TTL to determine when an entry needs to be evicted from the cache. - The invariant is freshness TTL < entry TTL. - When access to an in-memory cache returns an entry whose freshness exceeds freshness TTL but still within entry TTL, it’s marked a stale access and then the entry is served as usual. - Meanwhile, a background task is launched to fetch data from memcached and data sources if memcached misses, and then update the fresh copy back to in-memory cache. In general we expect stale access ratio to be low, since subsequent access to the same entry of a stale access likely gets fresh data resulting from background update. And high stale access ratio hints that something unexpected is happening. After some digging, it turns out that indeed this is where the bug is! By convention we assign the same value to both freshness TTL and memcached TTL. But for the problematic cache, there is a bug slipping through leading to memcached TTL being much greater than freshness TTL. This results in the background task of updating stale data from memcached succeeds but it’s updating a stale entry with another stale entry, when entries in memcached exceed freshness TTL. Practically it means stale entries are not refreshed at all until passing memcached TTL. And it also explains the symptom that in-memory cache hit rate is high as stale access is still a hit. In short, stale entries are not refreshed, resulting in massive stale access, in turn resulting in massive memcached access. This essentially turns the issue into the celebrity problem which we eliminate in the very first beginning, i.e., hot entries are not really buffered in-memory and majority of access results in memcached access. With the root cause found, the fix is quite trivial. After the fix is applied, the network traffic of the skewed node is reduced to one fifth and the skewness is resolved, as illustrated in the graph below. ## Conclusion This exploration shows a simple issue becomes challenging when it’s live on production with millions of access per seconds and tens of different clients involved. We hope you enjoy reading this problem-solving journal with us and find values in techniques we used to solve this particular problem. --- ### Optimizing Ad Space Through Mixing Organic Items In The Open Web URL: https://www.taboola.com/engineering/optimizing-ad-space-through-mixing-organic-items-in-the-open-web/ Last Modified: 2025-03-11 13:13:10 ## Introduction Taboola is the world's leading native advertising platform, serving thousands of websites with a diverse array of products, including the Taboola Feed, mid-article ads, and homepage personalization, generating hundreds of millions of impressions daily. Despite our relentless efforts to optimize performance through sophisticated features, advanced models, and robust infrastructure, navigating such intricate ecosystems inevitably unveils areas of sub-optimization. While some widgets exclusively feature ads, most exhibit a blend of organic items and advertisements (some also contain eCommerce and paywall content), as mixing organic content helps greatly in avoiding ad blindness and generating page views. Taboola currently uses static slot allocation for organic content and ads, which fails to adapt to user preferences and inventory opportunities. In this blog post, I'll delve into our solution designed to address this challenge, outlining the hurdles encountered and the adjustments made to overcome them. ## Current Setup At the core of our strategy lie a nuanced understanding of our publishers, where we deliver two main values: - Direct monetization through ad clicks. - Increased page views (PVs) fueled by organic clicks. Direct revenue through ad clicks is straightforward to evaluate for both Taboola and the publishers, while organic clicks generate substantial revenue for the publisher through alternative monetization methods. However, this does not translate similarly for Taboola. The balance between these two values (Revenue/PVs) is a unique attribute tailored for each publisher. Ideally, it should correlate with the ratio between the revenue accrued from Taboola and other revenue streams. For instance, if a publisher derives much greater value per PV from other monetization forms, such as subscriptions, than from a Taboola ad click, the inclination would be to showcase more organic content and minimize ad slots to get more subscribers. Thus, organic content would be prioritized over ads in Taboola’s widgets. Figure 1 - Current Schema For sponsored items, we have two types of models: one for predicting the eCTR (estimated click-through rate) and another for predicting the eCVR (estimated conversion rate) and setting the ad’s CPC (cost per click). We calculate eCTR * CPC = eCPM for each item and rank them accordingly. For organic items, we use only one model to predict the eCTR and use its output to rank them. ## Unified List Solution for Ad Space Mixing Two main principles guide the solution: - PVs derived from clicks on Taboola’s organic recommendations generate value for the publisher and thus for Taboola too, so we should be able to put a price on that value. - In order to find the optimal allocation for our ads and organic items, we must rank them together. Putting these two principles together, we came up with the idea of using an eCPC for organic items (organic eCPC) and using this organic eCPC for calculating the organic eCPM (estimated cost-per-mille), allowing us to rank both organic items and ads at once. But how can we determine this organic eCPC? ## Implementation Our solution includes three steps: - Determining the organic eCPC for each publisher. - Estimating eCPM for both organic items and ads. - Ranking the items accordingly. ### Organic eCPC The main challenge revolves around determining the right organic eCPC to meet our specified goals, whether it's achieving targeted revenue per day or maintaining a specific ratio between revenue and engagement. As a preliminary step, we decided to simulate the ranking we would have achieved using a single organic eCPC for all the organic items on one of our international websites. Upon analyzing the results, we found that even though the share of organic and sponsored items seemed reasonable, cohorts of users were receiving only organic items. This wasn't initially alarming, but we thought it wise to check if these users had something in common. To our surprise, they did—the vast majority of these users were from third-world countries. This, of course, makes sense, as most campaigns set up in Taboola had location-based targeting. Users from different countries had different inventories of ads to choose from, and the items available for the third-world users had mostly low CPCs, so our organic items were beating them almost every time. To solve this problem, we simply calculated the average eCPM for each country and normalized our eCPC accordingly, allowing us to set the eCPC once for each country. ### Determining the Initial Organic eCPC As mentioned above, to gauge the potential impact of our solution, I conducted an analysis using actual requests from different placements in several major publishers. We checked what the DCG (discounted cumulative gain) would be for both revenue and organic clicks for different shadow bids, ending up with a Pareto frontier depicting the ratio of revenue to page views generated. This surpassed our current static state by hundreds of percent for both organic clicks and revenue. But how can we find the optimal organic eCPC for this website? Unfortunately, there is no definitive answer (unless you know what the average RPM is from all income sources for the website after a click on an organic item). In most cases, websites choose to withhold this information from Taboola. We had to use arbitrary proxy goals, whether it was aiming for the current revenue/PVs ratio, maintaining the same number of page views generated as in the static setting while maximizing revenue, etc. Regardless of the goal, we used the eCPC that got us this value in the Pareto analysis as an estimate to build upon. Figure 2 - Offline Analysis Using NDCG ### Controller The open web is an ever-changing environment, and one aspect of it is that the average CPM isn’t static either. This means we must continuously update our organic eCPC for each publisher. To do so, we implemented a simple “controller,” updating the eCPC once a day based on a single week’s data, adjusting it according to the optimization goal. For example, if we aim for a specific number of clicks per user and are exceeding it by 5%, our calculation would be (1 - 0.05*learning_rate) * current organic eCPC. In most cases, using the initial organic eCPC from the offline analysis, it takes a week or two to match our optimization goal. ### Calibration Challenges Another significant challenge we encountered was calibration. Ensuring the calibration of both our organic and ad models is paramount. Each placement we support must have accurately calibrated predictions. For instance, if our models predict a 10% chance of an item being clicked, this prediction should align closely with real-world outcomes for both organic and sponsored items. If it doesn’t, we will end up with suboptimal rankings. To address this challenge, we employed two key strategies. Firstly, we revamped the way we stratify the data for our model, transitioning from per-publisher stratification to per-widget stratification, ensuring our model can make more accurate corrections. Secondly, we implemented isotonic regression techniques to ensure alignment between predicted probabilities and observed outcomes for all our models. Figure 3 - Suggested Schema ## Online Results ### Measuring Impact Online Traditional metrics like RPM and CTR are inadequate in our case, as they pit engagement against revenue. Instead, we focus on clicks and revenue per user. Moreover, filtering out super users and bots eliminates noise from the data. We evaluate the effect on both affected widgets and entire page views to gain comprehensive insights. Initial findings indicate promising lifts of 8.7% in RC clicks per user and 10.5% in revenue per user. Additionally, there's a discernible decrease in ad density, reducing the number of sponsored items by 18%, signaling a more balanced and optimized ad space. ## Conclusion In conclusion, our unified approach not only enhances revenue potential but also fosters a more tailored and engaging user experience, reinforcing Taboola's position as a leader in native advertising optimization. ### Key Takeaways - The unified ranking approach performs very well; it optimizes ad space allocation successfully, yielding significant lifts in both engagement and revenue. - Calibration is crucial; we need to account for the numerous different widgets on different sites with different layouts, as well as users from different countries with different average CPCs and ad inventories. - Choosing the right metrics is essential: Focusing on metrics like RC clicks per user and revenue per user allows for accurate evaluations. ### Work to be Done - Address weekly seasonality in organic eCPC: Users behave differently on weekends, which changes the average CPM. - Implement the LinkedIn Gap Effect . - Analyze long-term effects. - Apply this approach to different types of content, such as eCommerce and paywall pieces. ## Supplementary Information Offline Analysis Simply put, in the offline analysis, I used our data records to simulate what the ranking would have been given the deeper and smarter bid predictions, and summed up the estimated amounts of revenue and organic clicks (eCTR * oCPC for ranking). There are two caveats that might differentiate the analysis from reality: - I used the DCG method of dividing the estimate by log(1+slot index); this is not accurate, and it would have been best to use an accurate calibration factor for each slot. - Some items that should have been blocked might have been included. I removed the items that were already marked as blocked, but this might not be enough. I'll add that before running the analysis, I checked the calibration for both organic and sponsored CTR predictions. They both seemed very accurate (post-multiplication), with about a 3% error on average, allowing us to trust the cumulative metrics. ## References Guo, C., Pleiss, G., Sun, Y., & Weinberger, K. Q. (2017, July). On calibration of modern neural networks. In International Conference on Machine Learning (pp. 1321-1330). PMLR. Yan, J., Xu, Z., Tiwana, B., & Chatterjee, S. (2020, August). Ads allocation in feed via constrained optimization. In Proceedings of the 26th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining (pp. 3386-3394). --- ### Optimizing TensorFlow Serving Performance on Skylake CPUs URL: https://www.taboola.com/engineering/optimizing-tensorflow-serving-performance-on-skylake-cpus/ Last Modified: 2025-01-14 14:37:13 ## Introduction Taboola is the leading recommendation engine in the $80+ billion open web market. The company’s platform, powered by deep learning and artificial intelligence, reaches almost 600 million daily active users. The company’s ML inference infrastructure consisted of 7 large-scale Kubernetes clusters across ten on-premise data centers and tens of thousands of cores. Over recent months, we've witnessed an increase in the Kubernetes worker nodes load averages that initially seemed aligned with rising traffic levels. However, further investigation revealed significant discrepancies in servers load-to-request rate ratio across data centers. Closer examination pointed to a notable correlation with the proportion of Skylake CPUs in each cluster, particularly in Chicago and Amsterdam, where Skylake usage was significantly higher (46% and 75%, respectively) compared to other locations (20-30%). ## The Skylake CPU Frequency Challenge It's been observed and documented across the web that Skylake CPUs experience frequency downclocking when utilizing the AVX512 instruction set, with the impact intensifying as more cores employ it. While we previously adopted custom-compiled binaries with optimized mtune/march flags to disable or enable AVX512 on specific CPU models in TensorFlow 1.x, migrating to TensorFlow 2.x initially seemed to rectify the issue with performance improvements out-of-the-box. ## Unveiling the Root Cause: oneDNN's JIT and AVX512 Finding the root cause in an environment that includes heterogeneous CPU families, constant models, and traffic level changes can be challenging so our troubleshooting journey began with the basics like verifying the servers’ governor is set to performance, there was no change in servers tuned profile and examining environmental factors like servers room temperature to rule out external influences. Taking a closer look into performance metrics showed that all the servers in the datacenter had load average increase. (We use a “least requests” load balancing algorithm to compensate for the heterogenetic CPU types.) It was interesting to observe that there was more of an impact on Skylake based servers. This impact included frequency reduction, and degradation in inference requests per CPU core metric. Next we shifted our focus to investigating AVX512 usage on the Skylake servers. Initial probes using the arch_status under the /proc filesystem suggested minimal AVX512 involvement: grep -v "\-1" /proc/*/arch_status   But as the documentation noted, there is an option for false negatives. Running more comprehensive analysis using perf uncovered a contrasting scenario: perf stat -e cpu/event=0x28,umask=0x18,name=core_power_lvl1_turbo_license/,cpu/event=0x28,umask=0x20,name=core_power_lvl2_turbo_license/,cpu/event=0x28,umask=0x40,name=core_power_throttle/   The perf output illuminated substantial level 2 core throttling attributed to AVX512, examining the ratio between level2 to level1 throttling showed 4 of 5 ratio. In parallel, our Tensorflow workload where in the process of upgrading from version 2.7 to 2.13 analyzing a few Tensorflow 2.7 workloads using perf showed much lower AVX512 usage with a ratio of 1 of 3. Note that in our environment, the Tensorflow process is not pinned to specific cores, so the results have a lot of "noise" from cross-process CPU time on the same physical core. However, TensorFlow serving code didn't explicitly enable AVX512 compilation, with only AVX and SSE4.2 flags present in the .bazelrc file. The key discovery came from TensorFlow 2.9 release notes: oneDNN was now enabled by default. This library dynamically detects supported CPU instruction sets like AVX512 and employs Just-in-Time (JIT) compilation to generate optimized code. ## Crafting a Workaround: Limiting oneDNN's Instruction Set Following oneDNN documentation, we implemented a workaround to constrain the instruction set based on the CPU family. Added to the image entrypoint bash script a simple test to detect CPU type and set the following environment variable to restrict oneDNN to AVX2: ONEDNN_MAX_CPU_ISA=AVX2 ## ## Outcome: Performance Uplift and Reduced Load Deploying this fix resulted in a notable improvement: - ~11% increase in average CPU frequency. - ~11% decrease in peak 15-minute load average. - ~10-15% boost in inference requests per used CPU core. Key takeaways and considerations: - Prioritize CPU compatibility: When deploying deep learning workloads across diverse CPU architectures, carefully evaluate their instruction set support and potential performance implications. - Stay informed about framework updates: Regularly review release notes and changelogs of frameworks like TensorFlow to understand introduced features and their potential impact, especially on specific hardware configurations. - Leverage performance analysis tools: Employ tools like perf to gain fine-grained insights into CPU behavior and pinpoint performance bottlenecks. ## Let's Be Greedy: Compiling Tensorflow with -march Tuning TODO - Add the tensorflow compile with icelake flag testing…. After the successful instruction set tuning for Skylake, we wanted to check if we can squeeze a few more drops of performance. We compiled a few Tensorflow serving binaries with different march options by adding the following to .bazelrc and pass the relevant build parameter at build time:   # Tune for Icelake and newer CPU Famely build:icelake --copt=-march=icelake-server build:icelake --host_copt=-march=native build:icelake --copt=-O3 # Tune for SkyLake (Not include AVX512) build:skylake --copt=-march=skylake-server build:skylake --host_copt=-march=native build:skylake --copt=-O3 ... # More CPU famalies ...   After pushing the images to our local repository we created a custom image and COPY the different binaries. We set the ENTRYPOINT to launch a bash script that will execute the binary based on the CPU Family. After deploying the new image to production and monitoring its performance we didn't observe any performance boost, seems the heavy lifting is done by the OneDNN library ## Moving Forward: Continuous Monitoring and Tuning Our experience highlights the importance of proactive performance monitoring and optimization, especially in heterogeneous infrastructure. We'll continue to closely monitor cluster performance, explore deeper optimizations where applicable, and stay up-to-date with advancements in TensorFlow and related libraries. We are already excited to test the impact of AMX mixed precision on our servers running Intel Sapphire Rapids CPU family. --- ### Android Working On A Multiple Library Project URL: https://www.taboola.com/engineering/android-working-on-a-multiple-library-project/ Last Modified: 2025-01-14 14:37:13 We are going to talk about a multi-library project in Android. Not something ordinary, but not something out of the ordinary either. You may have come across it in your line of work or you may be looking into converting your library into sub-modules for better structure and organization. No matter the case, you should be well aware of what lies in front of you before diving in. Writing your library in Android is neat. You get a chance to write some code that can help other developers (or even yourself). Since libraries can’t be a standalone project by themselves, they are usually always paired in a project with an application. This allows developing the library to be a simple process where you add a feature/fix a bug and then you can test it directly with the application you have in the project. Thus, simulating (in a local way) how a developer will integrate your library. But, what if your library relies on another library you are developing? If you are not aware of it, you should know that a library (read AAR) cannot contain another local library within it. It can rely on libraries remotely (via dependencies), but not on something local. This is not supported in Android and while some solutions popped up over the years (FatAar), these didn’t always solve the problem and are not up to date. There is even a Google Issue Tracker requesting this feature that has been open for quite some time and is receiving plenty of attention from the community. But let’s identify which walls we can break and which we cannot. Imagine your project hierarchy looks like this: So, since InnerLib can’t be part of your original project, where can it reside? And also how would you be able to work locally while developing features inside InnerLib? We are going to answer these questions in this article. ## Git Submodule For most technical problems, there isn’t always just one solution. Usually, there are more, but each solution has its drawbacks. It is all a question of which drawbacks you are more comfortable living with at the end of the day. To answer our first question, where can InnerLib reside, we have several options: - Make InnerLib a submodule of our original project - Make InnerLib a remote dependency of its own If you are not aware of submodules in Git, Git’s documentation is a good place to familiarize yourself with them. Quoting from it (the first paragraph): “It often happens that while working on one project, you need to use another project from within it. 👉 Perhaps it’s a library that a third party developed or that you’re developing separately and using in multiple parent projects. 👈 A common issue arises in these scenarios: you want to be able to treat the two projects as separate yet still be able to use one from within the other.” shows us that this is exactly our use case. Using a submodule has its benefits. All your code is in one place, easy to manage and easy to develop locally. But submodules have some weaknesses. One, is the fact that you must always be aware of which branch your submodule is pointing to. Imagine a scenario where you are on a release branch in your main repository and your sub-module is on a feature branch. If you don’t notice, you release a version of your code with something that is not ready for production. Whoops. Now think about this within a team of developers. One careless mistake can be costly. If the first option seems problematic to you, then hosting our library in another repository is your second choice. Setting up the repository is pretty simple, but how do you work locally now? ## Working Locally Now that we got our project set up properly, we will probably have a line similar to this in our OuterLib build.gradle file: How can we make the development cycle efficient and easy to work with? If we develop some features in InnerLib, how do we test things out in OuterLib? Or in our application? One solution that might come up is to import our InnerLib locally to our OuterLib project, while having InnerLib .gitignored in our OuterLib project. You can do so easily by right clicking on the name of the project in the left hand side menu in Android Studio and going to New → Module. Then in the window that opens up, you can choose the Import option at the bottom left That sounds easy and simple so far, but what’s the catch? Each time you modify a file that belongs to InnerLib, the changes won’t be reflected inside InnerLib since it is ignored. So, each change you want to make has to happen inside of InnerLib and then you have to import it again inside OuterLib to see the changes. This doesn’t seem right. There must be a better way of doing this. With just a few lines in our settings.gradle file, we can make sure our files stay in sync when we make changes in InnerLib. When we imported InnerLib into our project, Android Studio made a copy of InnerLib and cached it. That is why we needed to re-import the library for every change we made inside of it. We can tell Android Studio where to reference the files from using the projectDir attribute. Our settings.gradle might look something like this: To reference our InnerLib locally, we would have to change settings.gradle into this: Using this approach, our InnerLib files will be linked to our working directory and thus every change we make will be reflected immediately. But, we would like flexibility when working locally on OuterLib with a remote version of InnerLib. What we wrote above inside the settings.gradle file will only allow us to work locally and surely we don’t want to commit that as it is. ## Maven Local If the approach above doesn’t sit quite right with you, there is a different one you can take. Just like you would publish your library publicly with Maven, you can do the same thing locally with Maven local. Maven local is a set of repositories that sit locally on your machine. Below are the paths for mavenLocal depending on the operating system of your machine: - Mac → /Users/YOUR_USERNAME/.m2 - Linux → /home/YOUR_USERNAME/.m2 - Windows → C:\Users\YOUR_USERNAME\.m2 In essence, you can publish your library locally and then link to it in your project. Doing it this way, we can link our project to InnerLib. In order to allow this configuration in our project, we need to do the following things: - Add mavenLocal() as a repository inside our repositories clause. This is to allow our project the ability to search for repositories locally 2. Change our implementation line inside our dependencies clause to reference our InnerLib as if it we are referencing it remotely 3. To publish InnerLib locally, we will create a file called publishingLocally.gradle that will contain the following: 4. Inside your application level build.gradle file, add the line: apply from: '/.publishingLocally.gradle If this option seems a bit too good to be true, it is. While on one hand, we can develop things locally seamlessly just as if we were working with a remote library. On the other hand, if we make any change inside InnerLib while working locally, it is required to publish it locally again. While this isn’t a costly task, it does create a need to perform tedious tasks over and over. ## A Solution For Working Locally & Remotely We want to avoid the constant need to re-publish our InnerLib package whenever we make a change locally. We need to figure out a way to make our project be aware of those changes. In the Working Locally section, we found out how to do that, but we had an issue with committing the settings.gradle file. To solve this problem so we can work both locally and remotely with our InnerLib, we will use a parameter we will define in our gradle.properties file. The gradle.properties file is a place where you can store project level settings that configure your development environment. This helps make sure that all the developers on a team have a consistent development environment. Some settings you might be familiar with that are found inside this file are AndroidX support (android.useAndroidX=true) or the JVM arguments (org.gradle.jvmargs=-Xmx1536m). To help us solve our situation, we can add a parameter here to indicate whether we want to work locally or not. Something along the lines of: workingLocally = false This parameter will grant us the ability to distinguish between which settings we are working with, either locally or with production code. First, let’s alter what we have in our settings.gradle file by wrapping it in a condition that checks if our parameter is true: This way, we indicate to the project to get the files for our InnerLib locally from our machine. Another place where we need to change our logic is in our build.gradle file. Here, instead of getting the code to our library remotely in our dependencies block, we can indicate whether we are depending on it locally or not. ⚠️ Word of warning: You should never commit the gradle.properties file when working locally. The journey was long and to some, very exhausting. But now we have a full-proof setup for working locally and remotely on a multiple library project. If you encounter any issues or would like to give your take on this, feel free to leave a comment. --- ### Optimizing CTR Prediction through Clustering-Based Feature Engineering URL: https://www.taboola.com/engineering/optimizing-ctr-prediction-through-clustering-based-feature-engineering/ Last Modified: 2025-01-14 14:37:13 With more than 500,000 recommendations per second, Taboola is the world’s leading native advertising platform in the world. When it comes to recommending content, choosing the right features can make a huge impact. Taboola is working with many publishers, e.g., news, shopping, sports websites, etc. The most basic feature to represent a publisher could be its identifier. Using basic features like publisher-id doesn’t tell us much about what are the user‘s preferences. Furthermore, the sparsity of a feature such as publisher-id requires a lot of data to achieve good results. Lastly, identifier based features are prone to the cold-start phenomena, in which newly added publishers do not appear in the dataset, and are not familiar to the model yet, and more importantly, they don’t have enough traffic yet for the model to extract other meaningful features. A better approach is to use features that characterize publishers by their articles (i.e., news items) and the users that visit them. Helping the model to better understand the publisher and select a more personalized content effectively, and enhancing user engagement and satisfaction, while improving our models’ performance and generalization. In this blog I will describe the process of data analysis for extraction of meaningful publisher-related features for better CTR prediction. ### Getting Cozy with Your Data This journey begins with a main dataset containing information about items recommended by Taboola with information about user and publisher, over the first week of 2024. Table 1: Example of our main dataset from the 1st day of 2024. The current dataset contains information such as: - Placement: The name of the section where the recommended item appeared within the page. - Session Referrer: The domain of the website that has referred the user to the publisher in the current session. - Organic Clicks: Amount of user historical organic clicks (i.e., articles clicks). - Sponsored Clicks: Amount of user historical sponsored clicks (i.e., ads clicks). - Pvs: Amount of page views of the current itemId. - Session Depth- number of pages the user passed through until he/she got to the current page view. - Clicks: 0/1 for user click/no-click on the item. - Source/ Target Upper/Alchemy Taxonomy - The category the article belongs to (i.e., Sports). Source is the current article, Target is the recommended article by taboola. In addition, I used another complementary dataset for "publisher_common_features". This dataset provides information about each publisher's top five common user geolocations, such as country, city, region, and DMA code (for US publishers), and the five most common categories / taxonomies read by the users in that publisher (i.e., sports, entertainment, etc.). Table 2: Example of our complementary data set. ### Sampling Snacks from the Dataset Buffet First, I filtered the main dataset to retain only samples from users that appeared in more than one of the days in the week, and had rc/sp clicks values. On top of this, I sampled only 250K samples from every week day. Once we have a data frame ready we can start handling missing values and remove outliers. ### Borrowing Data from the Neighbors' Yard As you can see in the snippet above, there are some missing values in the Country and Region columns, and a significant number of missing values in the Session Referrer column, we will handle these two differently. For the Country and Region, which are both user features, we can infer some of the values by finding the userId in another sample of the dataset and set the Country and Region from that sample to the missing values one. After applying this technique, we had a very small number of missing values, so we could drop those samples. With the Session Referrer feature, the case is different. The missing value in this column, points out that there is no information about the referral of this session, and we can simply set the value in those samples to “OTHER”. ### Good Bye Long Tail! When working with a dataset that is collected based on user sessions online, it is important to remove outliers, for these outliers are mostly bots with no intention of clicking suggested content. Sponsored Clicks Organic Clicks Before Removal After Removal # Table 3: Distribution of rcClicks and spClicks before and after the removal of outliers. In table 3, you can see examples of anomaly removals. In the distribution of rcClicks and spClicks there are long tails that can be removed. By using z score of more than 20, we got this nice and gradual log-normal distributed curve. ## Unearthing Hidden Gems in the Data Mine As mentioned before, we want to extract some meaningful features describing our publishers. We start by analyzing which properties of an item recommendation are likely to have influence on the behavior of the user (i.e., clicks). One hypothesis was that some impact can come from the following features: - is_weekend*: Binary feature for weekend sessions. - upper_taxonomy_match*: 0/1 for match between the source and target upper taxonomy**. - alchemy_taxonomy_match*: 0/1 for the match between the source and target alchemy taxonomy. - in_market: Calculated as 0/1 for a match between the user’s location such as: country, region, city and DMA code - is_sp_lover/is_rc_lover: if the user had more than 40% rcClicks and spClicks he was considered as sp/rc lovers (i.e., sponsored or organic clicker). - is_sp/rc_lovers_publisher: 1 for publishers with more than 50% of the users being sp/rc lovers, 0 otherwise. - is_TAXONOMY_publisher: For each TAXONOMY (i.e., article category) we added a binary feature if the TAXONOMY is one of the top 5 common upper taxonomies of the source page - common_target_taxonomy: If the traffic that was explained by the users for this taxonomy (i.e., sports) of this publisher was more that 70%, the publisher was considered as this “taxonomy” publisher. otherwise- “None”. *For our purpose these features will be used as calibration/ context features **Taxonomy is a way of classifying items into groups with common characteristics. In our case, it will be the item/ publisher’s main topics (e.g. news, sports, etc…). Upper taxonomy refers to high level categories, and alchemy refers to more detailed and specific categories. ## How Publishers Found Their Soulmates In order to get some knowledge about how meaningful our features are, we will first use visualizations of our data to see which features show separation in the publishers’ data. After performing one-hot encoding to the categorical features, and scaling the numerical features with Min-Max scaler, we used 2D and 3D PCA for visualizing the distribution of publishers. Figure 1: Distribution of publishers representation in 2 and 3 dimensions using PCA. Here we can already see some separation with accordance to the publisher taxonomy and whether it is a sponsored lovers publisher. Since the existing publishers' features do not necessarily define which publishers are similar in the context of CTR prediction, I decided to try representing the publishers using different methods that may better fit our target. ### Sharing Users Like Secret Handshakes As part of our efforts to partition our publishers effectively, we decided to represent our data as a network graph. In this graph, nodes represent publishers, and weighted edges between two nodes represent the number of shared users between the two respective publishers (see example in Figure 2). Through this approach, we aim to find patterns and insights of why certain publishers are grouped together within the network. There are some very good techniques to get a partition of nodes in a network. We used the Louvain-method for community detection. In order to avoid isolated or disconnected nodes and ensure a cohesive network structure, we removed publishers with low connectivity to the rest of the network. After analyzing the partition, it turned out that the feature that defined this clustering is the publisher language, which is an existing feature in our dataset. ### Aiming at the relevant task - CTR Prediction I used one of the known ctr prediction models, DeepFM (Guo, H., Tang, R., et al., 2017) from DeepCTR package. This model utilizes factorization machines, as well as deep neural networks to predict item click/non-click based on sparse and dense features. During this process, every categorical feature value is mapped to an embedding space of predefined size. After training the model with our data, I extracted the embeddings of our items and examined their clustering via t-SNE. With this embedded space representation of our publishers, I expected that the new publisher features will: - Cluster the items in a different manner. - Improve CTR prediction. Here is an example of how the publishers are distributed in the newly trained embedding space: Figure 4: Illustrating the distribution of publishers in the embedding space. Each point represents a publisher, with its position determined by t-SNE. The plot is color-coded to highlight different features of publishers, such as taxonomy like news or sports and whether large portion their users are sponsored content clickers. As demonstrated in the visualization provided in Figure 4, we observe a clear separation among the data points, in some features (e.g., Sports, News, SP lovers) more than others (e.g., Entertainment), indicating the effectiveness of the meaningful features incorporated into our representation. This separation is a testament to the significance of the features we have included, which capture essential aspects of the data and contribute to its distinct clustering. ### The Moment of Truth To validate my hypothesis, I’ve conducted a comparative analysis between the outcomes of the original model, trained on the original dataset, and those of a modified model trained exclusively on data associated with a specific cluster. Ensuring fairness, all models were trained and tested on an equal number of samples. Table 4: Comparison between different models that were trained on specific clusters of publishers. As we expected, the models that were trained and tested with only samples from a well defined cluster, performed significantly better than the one that was trained on the unclustered data. ### Separation with Style One valid suggestion that can be derived from the results in table 4 is to separate the training dataset into dedicated groups of publishers per common category. This can benefit the model, and will eventually lead to better tailored recommendations. ## Wrapping It Up: The Part Where We Say: "Bye and Thanks for All the Data!" In my journey to improve content recommendations, I inspected a data-driven clustering approach, in order to find meaningful publisher features in Taboola's network. I analyzed user interactions, locations, and content types to find subtle clues that could boost recommendations and keep our users engaged. We discovered interesting patterns among publishers. This opens up exciting possibilities for generating more personalized recommendations. To this end, we obtained an actual improvement in our models' performance, with notable enhancements observed in key metrics such as AUC and log-loss. These positive outcomes validate the efficacy of our approach and reinforce our confidence in the potential of data-driven clustering to improve content recommendations. ## Acknowledgments This blogpost was created by Ofri Tirosh, and mentored by Taboola mentors Gali Katz and Dorian Yitzhach as part of the Starship Internship Program together with the Software and Information System Engineering Department at Ben-Gurion University. ## References Guo, H., Tang, R., Ye, Y., Li, Z., & He, X. (2017). DeepFM: a factorization-machine based neural network for CTR prediction. arXiv preprint arXiv:1703.04247. --- ### Utilizing LLMs for Localized Recommendations URL: https://www.taboola.com/engineering/utilizing-llms-for-localized-recommendations/ Last Modified: 2025-01-14 14:37:14 Do you ever go to a local boutique brewery and buy a Carlsberg? Drive to your local farmer to buy Walmart packaged tomatoes? Of course not. You want to get a local experience, beer that is brewed from your neighboring produce. News is no different. When browsing your hometown's news site, you hope to find uniquely related articles. ## Local content por favor! Taboola collaborates with a substantial number of local news publishers through serving organic content across their site. These publishers are dedicated to serving local news. However, identifying whether a news article is about local news or not, can be challenging. Nowadays, straightforward solutions might be: a) explicit tagging by the editors of articles being local or national and b) extracting the location that the article is referring to from the article’s text with Named Entity Recognition models (NERs). The first solution requires a non-negligible effort from publishers and the second works well only when the name of the location is explicitly mentioned. Now consider the following examples: “A Dolphins football player felt sick today” or “Governor DeSantis has consistently improved his city’s attractiveness”. From an initial examination, no explicit location appears in those titles, but when looking deeper, the Dolphins are actually a football team in Miami, and Ron DeSantis is currently the Governor of Florida. Implicit locations understanding could increase the location coverage significantly. ## ChatGPT? Don’t mind if I do Detecting the implicit locations seems pretty complex. For the examples above, we could have used a Knowledge Graph that will match between Dolphins to Miami Dolphins which is a sports team in Miami. Can Large Language Models (LLMs), such as ChatGPT and its kind, which seem to have a built-in Knowledge graph, do that matching easily? In order to answer this question, we took 2K english titles of news articles, and sent them to ChatGPT, asking to extract the location entities from the title, such as city, state and country. The task was not straightforward, and we had to implement prompt engineering principles such as In-context Learning , for giving the engine a context about the task, for example: “Imagine you are an editor of a newspaper, try to extract the city, state and country from the given titles”. In addition, we brokedown the task into steps using Chain-of-thought technique, and added guidelines for specific categories that the articles are related to, such as sports, business and politics, for easy identification of the location entities (e.g., “Let’s work step-by-step. If this is a sports item, first search for the sports team name, then check its hometown, and then look for the state and country”). Finally, we asked to return the result in simple json format (see Table 1 below). a) Json result of sports item b) Json result of business/ political item {“title”: “A football player in the Dolphins felt sick today”, “title_city”:”Miami”, “title_state”:”Florida”, “title_country”:”United States”, “sports_team”:””Miami Dolphins”, “sports_hometown”:”Miami”, “sports_state”:”Florida”, “sports_country”:”United States”} {“title”: “Republican crusade to convert UNC-Chapel Hill will lead to its demise”, “title_city”:”Chapel Hill”, “title_state”:”North Carolina”, “title_country”:”United States”, “political_party”:”Republican”, “business”:”UNC-Chapel Hill”, “business_city”:”Chapel Hill”, “business_state”:”North Carolina”, “business_country”:”United States”} Table 1: Few shot example of sports item (a) and business item (b) and the LLM result as a json. The json contains dedicated attributes per category in order to make the task easier of the model to extract the location entities. In (a) there are specific attributes regarding the name of the sport team and its hometown. In (b) we ask specifically for the political party and the business name. We used Few Shot Prompting to send specific examples, positive and negative ones, in order to improve the consistency of ChatGPT. Once done, we compared the results of both GPT 3.5 and GPT 4 against our current NER engine. The specific questions on sports such as “What is the sports team name and where is it playing?” contributed 3% more to the coverage of local items in GPT 3.5 and 6% more in GPT 4 (see Fig. 1a). While specific questions on business or politics did not contribute that much (e.g., “Where is the business headquarters?”, “What is the political party related to that person and where is it based?”). In sum, GPT 4 was 6 times better than NER, GPT 3.5 was 3.5 times (haha!) better than NER, and in total NER had an answer that was different from GPT 3.5 in 1% of the cases and from GPT 4 in 0.5% of the cases. Figure 1a: Classifying news articles based on titles using NER vs. ChatGPT. (a) One day of 2K unique titles of one day sent to NER, gpt-3.5-turbo-0301 and openai-gpt4-32k for extracting the location of the titles (city/ state/ country). The blue bars are the location entities extracted only from the title (implicit and explicit). The red bars are the added value to the coverage contributed from the specific questions on sports. Yellow and green signifies the added value to the coverage contributed by specific questions on business or politics. We tested this further with ~8K unique titles over a week only with GPT 3.5 and only on sports sections and saw that there is a potential of using LLMs to increase the coverage of location entities (see Fig. 1b). Figure 1b. Classifying location in news in sports placements based on titles using NER vs. ChatGPT. Sports section coverage on 577 unique titles. The blue bars are the location entities (city/ state/ country) extracted only from the title (explicit or implicit). The red bar is the added value to the coverage contributed from the specific questions on sports. Yellow and green marks the specific added value to the coverage contributed specifically by questions about business or politics. ## Performance and cost This POC compared two versions of GPT vs. a standard NER. The major differences were the cost and duration (see Table 2). GPT 4 was far more expensive than GPT 3.5 turbo ($180 vs. $10), and was also 1.5 hours slower. On the other hand, it was more reliable and returned more valid results on the first try than GPT 3.5 (98% vs. 83%). Model GPT3 (gpt-3.5-turbo-0301) GPT4 (openai-gpt4-32k) Response time per prompt 5~20 sec 10~30 sec Price $0.002/ 1k tokens prompt $0.03/ 1k tokens response $0.06/ 1k tokens Tokens input: 3,776,796 output: 1,054,222 input: 3,776,796 output: 1,097,167 Titles returned 83% 98% Cost $9.66 $179.13 Duration 4:34:13 hours 6:07:02 hours Table 2: Performance and cost of the POC, sending 2K titles to GPTs and to a standard Named Entity Recognition engine. Prices were taken from https://openai.com/pricing. ## Are you telling the truth my friend? ChatGPT and similar LLMs are pruned to hallucinations. Thus, we first added a basic validation for all the engines in the POC, including NER, to verify that the city, state and country do exist in the world, and that the city is indeed inside the state and the state inside the country. Is it enough? - unfortunately no.  What if the location entities exist in the world, but are not related to the article at all? To tackle this, we fetched a dataset of 9K unique titles from our local publishers' editors and their tagging of local/ national as the ground truth. We added an extra logic on the ChatGPT output to decide whether the items are local/ national according to the relevant publishers. Then, we calculated the precision and recall. This was done for 2 flavors of inputs: (I ) Unique titles of news items. (II) Unique titles of news items and their 1st paragraphs. The results of the first iteration (unique titles only) were 92.1% precision and 27.3% recall. It means that we succeed in understanding what is national, but we missed many local items. When thinking of it, the editors have more knowledge on every news article than the LLM. The editors read the full text of the article, and have a broader context, while our LLMs got only the title. As a side note, we could use location classification instead. Meaning that we will send the publisher location alongside the prompt and ask the model whether the item is related to that particular city. We did not do it, mainly because we planned to use the item location information in other places in the system and sometimes users from neighboring regions are also interested in cities outside of their locality. ## Trying again - this time with more text We added the 1st paragraph of each article to the title (input version II), and tried again. The results in Table 3 present the LLMs precision and recall while also sending the 1st paragraph. As can be seen, the precision stayed pretty high (86.8%), and the recall improved (35%). We still consider many local items as national, but our intuition regarding a broader context was validated and it seems that the next step is to add the full text of the article. This, of course, will be done with considerations of scale and performance, since articles can vary in length, and some can be very long. It is important to note that, in our case, precision is prioritized over recall. This means that accurately classifying the locality of items is more important to us than capturing all local items. This is mainly because we aim to promote local items in specific slots provided by local publishers. These slots require a small number of items (1-3). Therefore, as long as we can accurately identify enough items, we can ensure that at least one local item will appear in each section. Table 3: A comparison of the LLM outputs to a ground truth. 9K titles and 1st paragraphs of news items from our local publishers were sent to LLM for extraction of location entities. An extra logic was added to the output to understand whether the item is local or national according to the relevant publisher. Then, precision and recall were measured. The precision is high (86.8%), meaning only few national items mistakenly considered local (false positives), while the recall is low (35%), meaning we miss many local items and consider them as national. ## POC looks promising - let’s productize! Taboola constantly crawls new articles. In order to classify these articles using LLM, we needed to integrate the classification flow into our existing crawler pipeline (see Fig. 2). The classification process was performed asynchronously and offline. We sent batches of article titles and their first paragraphs to ChatGPT for classification. The results were saved in Cassandra and made available during serving time. Taboola's models are continuously trained for real-time click-through rate (CTR) prediction. To incorporate new location information into the training process, we included it as a categorical and historical feature in the recommendation model. This allows us to determine whether the location is local or national based on the publisher's policy. The model then personalizes the ranking of relevant candidate items for the user and relevant context, and returns a list of recommendations as the result. Figure 2: Recommendation system integration with LLMs. Offline flow (Orange) - sending asynchronous batches to LLM by keeping the rate limit. Sending unique prompts and saving the result in C*. Recommendation model is being trained on the LLM entities retrieved from C*. Online flow (Green) - recommendation request is being sent for a given item, user and context, retrieving the LLM result from a cache and building features, performing inference to the pretrained model and getting a list of ranked recommendations. ## Did it work? Yes! We succeeded in serving 48% more local content to our in-market users in local publishers. We have chosen a few selected local publishers, and measured the system impact by measuring the amount of local items served to the user after adding the item location information to the model. Before the treatment we served 1 local item every 15 items, the treatment on the other hand served 1 out 6 local items (see Fig 3.), more than doubling the amount of local items. In terms of user engagement, we have noticed the most significant user engagement improvement on users within the same city, with additional 16% clicks-per-user. Figure 3: A/B test impact analysis. The average number of local items served measured in placements with 3 slots for in-market users. With Treatment, we served 1 local item out of 6 items (2 pageviews * 3 slots). In Control we served 1 local item out of 15 items (5 pageviews * 3 slots). ## To summarize The successful use of LLMs has increased the coverage of news items, enabling us to provide more local content on our local publishers' websites. Having a broader context, similar to that of the editors, will result in better coverage outcomes. However, it is important to take into account the potential impact on latency and cost. ## Considering a similar POC? You might want to: - Supply context and break your instructions to step-by-step phases. - Specify the exact format of the expected output. - Give a few negative and positive examples. - Validate your responses and don’t be afraid to do a retry. - Evaluate the results and make sure the answers are good enough for your use-case. Don’t trust ChatGPT. ## Good luck! ### Acknowledgements Many thanks to the great team of algo experts @Taboola, Hai Sitton, Dorian Yitschaki, Yevgeny Tkach, Elad Gov Ari and Maoz Cohen for reviewing this blogpost. ### References - Brown, T., Mann, B., Ryder, N., Subbiah, M., Kaplan, J. D., Dhariwal, P., ... & Amodei, D. (2020). Language models are few-shot learners. Advances in neural information processing systems, 33, 1877-1901. - Wei, J., Wang, X., Schuurmans, D., Bosma, M., Xia, F., Chi, E., Le QV. & Zhou, D. (2022). Chain-of-thought prompting elicits reasoning in large language models. Advances in Neural Information Processing Systems, 35, 24824-24837.‏3. --- ### Real-time Language Sync: Web App to Browser Extension URL: https://www.taboola.com/engineering/real-time-language-sync/ Last Modified: 2025-01-14 14:37:14 In previous articles, I went into an efficient implementation of internationalization using react-i18next for browser extensions and discussed the usage of event-driven models using messages, so I assumed you were already familiar with them. If you still need to read those, I encourage you to do so, as they set the groundwork for the content in this article.   ## Introduction This article explores the implementation of real-time language synchronization between a web app and a browser extension. The primary objective is to seamlessly share language preferences, with the potential to extend these principles to other information like credentials and user details. To illustrate these concepts, we'll examine a web application built with React using client-side rendering, accompanied by a browser extension. The extension implementation relies on an event-driven model built using React and Manifest v3, which will consider aspects like service workers and their lifecycle to support our real-time synchronization.     The diagram above highlights our focus on a one-way synchronization process from the web application to the extension. Whenever users update their language settings in the web application, it triggers real-time synchronization within the extension, ensuring both tools remain in sync. I’ve chosen a client-side cookie approach to facilitate this since the background script lacks direct access to the web application’s local storage. This approach offers a significant advantage — the possibility of push notifications within the extension, minimizing browser resource consumption, and establishing a single source of truth for user language within the browser. We are going towards a cookie-less world, but cookies remain a powerful tool to keep a state within the browser. If the requirements and complexity grow in maintaining the language as a cookie, we will explore alternative approaches in the future. ## Cookie Implementation in Web App Now that the scope of the article is clear, let’s dive into implementing the cookie logic within the web application. To facilitate real-time language synchronization, we start the process by creating a client-side cookie for language updates: import Cookies from "js-cookie" const languageCookieKey = "{your-webApp-name}-language" const cookieOptions = { // ... // Only set secure if we are running on an https environment. // secure: true => force cookie to be only readable by https requests. secure: window?.location?.protocol === "https:", } export function setLanguageCookie(language) { // Save language in cookie on the client side - only single browser support required Cookies.set(languageCookieKey, language, cookieOptions) } Once the logic to persist language in the cookie is established, the next step is to set up language updates whenever a user changes their language. This change could occur during the login process, where users may have distinct language preferences within the same computer or when they update their language preferences within the web application's settings panel. Here's how we handle these scenarios: function onAuthSuccess(user: User) { // Initialise your client environment after authentication //... setLanguageCookie(user.language) i18n.changeLanguage(user.language) } // ... function onUserLanguageChange(language: LanguagesSupported) { // ... setLanguageCookie(language) i18n.changeLanguage(language) } This structured approach ensures that language updates are seamlessly captured and stored in the client-side cookie, setting the foundation for real-time synchronization between the web application and the browser extension. ## Extension service worker initialization Let's begin by examining the initialization process. As you may know, the background script in Manifest V3 utilizes service workers for its implementation and is expected to run as long as tasks are performed. It's crucial to note that information stored in memory is temporary and will be cleared once the worker shuts down. Therefore, during background initialization, ensure the language is retrieved and set based on the stored cookie. try { const languageCookieFromWebApp: chrome.cookies.Cookie | null = await chrome.cookies.get({ url: `${your - webApp - url}`, // Remember taht URL change for localhost and live name: "{your-webApp-name}-language", }); if (languageCookieFromWebApp) { const language = languageCookieFromWebApp.value if (language) { chrome.storage.local.set({ language }); } } } catch (error: unknown) { console.error("Failed to initialise isSkimlinksEmployee cookie in cache", error); } Once the cookie is set, the subsequent steps align with what we've discussed in the react-i18next setup article. If there's any ambiguity, feel free to seek clarification through comments. ## Real-time Sync with Content Scripts Now, let's proceed to handle cookie notifications and event propagation for real-time language synchronization within the content scripts. To achieve this, let's set up an event listener to monitor any cookie changes. // Cookie listener for onChange events in the background.ts // cookiesHandler can be found in https://gist.github.com/EduardoAC/35ba733a64854993483ab543de066aa4 chrome.cookies.onChanged.addListener(cookiesHandler) export async function cookiesHandler({ cause, cookie, removed }: chrome.cookies.CookieChangeInfo) { // We are interested in cookies which are set/updated in the browser const hasUpdateCookie = !removed && cause === "explicit"; // We are interested when the cookie is removed from the browser const hasClearCookie = removed && (cause === "explicit" || cause === "expired_overwrite"); const isRelevantCookieUpdate = hasUpdateCookie || hasClearCookie; // We monitor only cookies within the our webApp domain const yourWebAppDomain = extractDomain(`${your-webApp-url}`); // Check for the language cookie belonging to your-webApp-url domain const isLanguageCookieFromHub = cookie && cookie.domain && cookie.domain === yourWebAppDomain && cookie.name === "{your-webApp-name}-language"; if (isRelevantCookieUpdate && isLanguageCookieFromHub) { const language = cookie.value; // Assuming value is the language code if (language) { updateLanguage(language); } } } export async function updateLanguage(language: LanguagesSupported) { chrome.storage.local.set({ language }); broadcastMessageAllTabs({ type: "languageUpdated", data: { language: language, translations: i18n.getDataByLanguage(language), }, }); } ## Message Handling in Content Scripts We've successfully gone through updating the language and propagating it from our web application to our extension background script, sending an event updating the content script active tabs. Now, what's left is to listen to these events and update the UI accordingly. function initMessageHandler() { // ... useEffect(() => { // Listening for updates by the service worker chrome.runtime.onMessage.addListener(handleMessageListener); return () => { chrome.runtime.onMessage.removeListener(handleMessageListener); }; }, []); } const handleMessageListener = (message: Message) => { // ... if (message.type === "languageUpdated") { const { language, translations } = message.data; // namespace (ns) group set of translations (separated files) i18n .addResources(language, "${ns}", translations) .changeLanguage(language); } }; In the implementation, I've decided to initialize translation when the content script loads within the tab page, creating a new instance with the translation from the language at the time (Using react-i18next within Chrome extension). However, we need to monitor language updates to allow real-time language synchronization. As you can see above, we integrated the listener as part of the React lifecycle to gain more granular control for the onMessage listener. And that's it. I hope you find this article useful, and drop me a line if you have any questions. ## Conclusion Our exploration into real-time language synchronization between web applications and browser extensions centers on delivering a fluid and efficient user experience. Utilizing client-side cookies in the web application enables seamless language preference sharing and lays the foundation for extending these principles to encompass broader user details. Whether introducing a client-side cookie for language updates or initializing the extension's background with service workers, our approach ensures a persistent language environment. The one-way sync model effortlessly transmits language updates, providing a harmonious user experience and recognizing the enduring potency of cookies in maintaining the browser state. We've successfully bridged the gap between the web application and extension in content scripts, achieving synchronized language updates. A refined message handling system ensures swift UI responses to language changes, enhancing the user experience with real-time multilingual capabilities. Happy coding! ## Annexe: Two ways real-time sync between browser extension and web app While this article primarily focuses on real-time language synchronization between a web application and a browser extension using client-side cookies, it's worth contemplating scenarios where the extension updates the client cookie, prompting language synchronization within the web application. One potential approach involves the implementation of a polling mechanism to monitor changes in cookies. The provided code snippet serves as an illustrative example: import Cookies from "js-cookie"; // Function to check for changes in cookies function checkLanguageCookieChanges() { // Get the current value of the cookie const currentLanguage = Cookie.get("{your-webApp-name}-language}"); // Compare with the previous value if (currentLanguage !== checkLanguageCookieChanges.previousLanguage) { // Cookie has changed i18n.changeLanguage(currentLanguage); // Update the previous value for the next check checkCookieChanges.previousLanguage = currentLanguage; } } // Initialize the previous value checkLanguageCookieChanges.previousLanguage = Cookie.get( "{your-webApp-name}-language}" ); // Check for changes every 1 second (adjust as needed) setInterval(checkCookieChanges, 1000); This example provides a basic insight into how polling can work for the web application. For those interested in going deeper into more effective polling mechanisms, check out “Forever Functional: Three Ways Of Polling by Federico Kereki” Work on efficient polling methods offers valuable insights. Feel free to explore these avenues or reach out if you’re keen on a comprehensive example in this subject. --- ### Behind the Streams: How We Took Our CDC Infrastructure to the Next Level URL: https://www.taboola.com/engineering/cdc-infrastructure-next-level/ Last Modified: 2025-01-14 14:37:14 In today’s fast-paced world of data-driven applications, real-time access to database changes is no longer a luxury, but a necessity. Whether it’s for real-time cache updates, continuous data replication, or fraud detection, the ability to capture and process these change events in real-time unlocks a world of possibilities for modern data architectures. This blog post describes the Change Data Capture (CDC) solution we built for streaming tables’ change events (both DML and DDL operations) from our backend MySQL cluster to our main Kafka cluster, utilized by a diverse range of services. We’ll explore the chosen architecture, focusing on Debezium, Kafka Connect, and Avro serialization. In addition, we'll explain in detail how we configured Debezium in a non-standard way to meet our unique requirements and ensure a seamless migration from our previous CDC service. We’ll also discuss the challenges that emerged during the process and how we successfully overcame them. ## The Challenge At Taboola, we were previously using an in-house developed service (built on top of the widely-used library mysql-binlog-connector-java) to capture and stream DML events from MySQL tables to Apache Kafka, enabling real-time cache updates across our various services. While this service performed well for several years, its maintenance was becoming increasingly challenging: - The library stopped receiving updates and bug fixes. As a result, we occasionally encountered newly discovered bugs that required manual intervention. - We experienced intermittent instability issues due to its custom implementation for managing Kafka offsets. Therefore, we decided to look for a well-maintained open-source alternative that would meet our needs. We also wanted to take advantage of this opportunity to find a more versatile CDC software that could easily integrate into our wide range of data pipelines. ## Introducing Debezium After a thorough evaluation of various open-source CDC platforms, Debezium stood out as the leading choice in terms of functionality, maintenance and robustness. Additionally, it supports many other popular DBMSs apart from MySQL, including: PostgreSQL, MongoDB, SQL Server, Oracle and Cassandra. Another significant advantage is Debezium’s large and active community, which provides exceptional support and resources. With these factors in mind, we decided to use Debezium to facilitate the MySQL part of the overall solution. However, to fully meet our specific needs, we found it necessary to go beyond the default settings and customize it in several ways. We’ll dive deeper into these customizations and how they unlocked the full potential of Debezium in the following sections. ## Key Requirements and Overall Goals First, we needed to address all the requirements for building an optimal solution while ensuring backward compatibility with our previous service. To achieve this, we formulated the following set of requirements: ### Consumer requirements: - Single target topic All events, from all captured tables, should be streamed into a single Kafka topic. This was essential to ensure backward compatibility with our previous service. - Event record structure The record key should be a string that represents the full table name in the format schema_name.table_name. The record value should be a nested structure, including the changed row values both before and after the change. ### Producer requirements: - Fault-tolerance The producer must be resilient and highly available. - MySQL GTID support It must support the MySQL GTID mechanism to ensure that no events are missed, even in the event of a MySQL source server failover. - Minimal latency Events’ latency from MySQL should be as low as possible, ideally within the sub-second range. - Minimize requests rate and efficient batching To prevent overloading the Kafka cluster and reduce network round trips, the producer should maintain a reasonable request rate, ideally between 5 to 10 requests per second. Additionally, aggregating as many events as possible within each request will enhance batching efficiency. - Storage space efficiency Aim for compact-sized streamed records to reduce Kafka topic size and optimize network bandwidth usage. ## Solution Overview After conducting thorough research and extensive testing, we reached the following solution: Figure 1. The solution design (in high-level) The solution is based on the following two main components: 1. Kafka Connect with a customized Debezium connector We deployed a Debezium connector for MySQL, customized to our specific requirements, on top of Kafka Connect. This is the recommended deployment type by Debezium developers. Kafka Connect is an open-source framework designed to seamlessly integrate Apache Kafka with external systems. It provides connectors for a wide variety of external data sources and sinks, for ingesting data into Kafka or exporting data from Kafka. It is fault-tolerant and scalable, making it a powerful tool for data integration. 2. Avro serialization By default, the Debezium connector produces records in JSON format. While this is generally acceptable for databases with a low to medium transaction rate, it can present challenges in write-intensive workloads, as in our case.For us, Avro serves as an excellent alternative to the JSON converter. It serializes the record keys and values into a compact and efficient binary format. This, in turn, reduces the overall load on the Kafka cluster and results in smaller Kafka topics. In our particular case, we only needed to serialize the record value in Avro format since we designed the record key as a simple schemaless string value. To enable Avro serialization, we needed to set up a Schema Registry service. This service acts as a centralized repository for managing schemas used for data serialization within Apache Kafka. It plays a pivotal role in data governance, offering features such as data validation, schema compatibility checking, versioning, and evolution. Currently, we are only using its core functionality, but we look forward to exploring the rest of its valuable features and integrating them into our data streaming infrastructure, taking it to the next level. ## Debezium Custom Configuration ### What we already had out-of-the-box We were already able to accomplish some of the requirements by utilizing Debezium’s out-of-the-box capabilities: - Event record structure Each record value produced by Debezium includes the changed row state both before and after the change, plus additional useful metadata such as the change timestamp, transaction ID and more. On the other hand, the record key defaults to a structure composed of the changed table’s primary key fields - which was not compatible with our requirement. We resolved this issue by applying multiple transformations on the produced records (see Transformations Config below). - MySQL GTID support, Minimal latency Both are supported by Debezium out of the box. - Fault-tolerance Debezium is designed to handle a range of failures (such as a MySQL database crash) without ever missing or losing a change event. Additionally, the high availability capabilities of Kafka Connect significantly enhance the resiliency of the Debezium connector. In order to fully meet the rest of our requirements, we made additional custom configuration changes to the connector, which include: - Transforming the produced change events records by using Kafka Connect Single Message Transform (SMT) feature. - Customizing the serialization formats of the record key and value by overriding the default properties of Kafka Connect converters. - Overriding some of the Kafka producer properties used by this connector. - Fine-tuning several internal configuration properties of the Debezium MySQL connector. Let’s take a closer look at the corresponding sections in the connector’s configuration. ### Transformations config Single Message Transform (SMT) is a simple interface for manipulating records within the Kafka Connect framework. As the name suggests, each transformation operates on every single message (record) in the data pipeline as it passes through the Kafka Connect connector. For example, you can add, rename, or drop a field, or even change a record’s topic. In our case, the Debezium source connector passes records through these transformations before they are written to the Kafka topic. We configured four different transformations to be applied on each event record produced by Debezium: #### 1. RemoveOptionalDefaultValue "transforms.removeOptionalDefaultValue.type": "com.taboola.kafka.connect.transforms.RemoveOptionalDefaultValue", This is a custom transformation developed at Taboola as a workaround for an issue encountered with the Avro and JSON converters. For reasons unknown to us, these converters replaced all explicitly specified NULL values in optional fields with their corresponding default values, as defined in the record’s schema. While this behavior may be suitable for many other use cases, it did not align with our requirement to preserve the exact row values from the source database. The transformation operates on the record schema by removing the default value associated with each optional (nullable) column. As this behavior has recently become configurable in both Avro and JSON converters, we’ll likely no longer need to use this transformation in the near future. For more detailed information, please refer to: - Debezium Jira: DBZ-4263 - Apache Kafka Jira (JSON Converter): KAFKA-8713 - Confluent GitHub (Avro Converter): Issue #2314 2. ByLogicalTableRouter "transforms.addSourceTableToKey.type": "io.debezium.transforms.ByLogicalTableRouter", "transforms.addSourceTableToKey.key.field.name": "__source_table_name", "transforms.addSourceTableToKey.key.field.regex": "^mysql_backend_updates\\.(.+)$", "transforms.addSourceTableToKey.key.field.replacement": "$1", "transforms.addSourceTableToKey.topic.regex": "^mysql_backend_updates\\.(.+)$", "transforms.addSourceTableToKey.topic.replacement": "$1",   This transformation is provided by the Debezium platform (see Topic Routing section in Debezium docs). We configured it to perform two actions: - Add a new field __source_table_name to the record key. This field contains the full table name from the MySQL source (e.g: "__source_table_name": "tbla.config_tbl_a"). - Modify the target topic name in the record metadata from Debezium’s default format connector_logical_name.schema_name.table_name to schema_name.table_name. This affects the Connect record schema name that Debezium generates, which is derived from the target topic name (see Figure 2 below). It ultimately affects the Avro schema name registered in the schema registry by the value converter (more details in the following Value Converter section). Please note: This transformation will work as expected as long as the captured table has either a defined primary key or unique key. Figure 2. How ByLogicalTableRouter transformation operates based on our configuration 3. ExtractField "transforms.extractKeyField.type": "org.apache.kafka.connect.transforms.ExtractField$Key", "transforms.extractKeyField.field": "__source_table_name",   This is a built-in transformation provided by Kafka Connect (see ExtractField in the docs). It is applied to the record key - which, as previously mentioned, comprises the primary key fields of the changed table along with the __source_table_name field (that was added by the previous transformation). This transformation extracts the value of the __source_table_name field and sets it as the new record key. In other words, it transforms the key from a structure with multiple fields and values into a single string value (see Figure 3 below). For example, the structured key { "id": 123456, "__source_table_name": "tbla.config_tbl_a" } would be transformed into the string "tbla.config_tbl_a". Figure 3. How ExtractField transformation operates on the record key 4. RegexRouter This is a built-in transformation provided by Kafka Connect (see RegexRouter in the docs). By default, Debezium assigns the target topic for each event record based on the table that event is associated with (resulting in a distinct Kafka topic for each table). This transformation simply changes the target topic for each record to "table_updates". Figure 4. How RegexRouter transformation modifies the record’s metadata "transforms.changeTopic.type": "org.apache.kafka.connect.transforms.RegexRouter", "transforms.changeTopic.regex": ".*", "transforms.changeTopic.replacement": "table_updates",   Applying these transformations allowed us to successfully address the remaining consumer requirements: - Single target topic - Event record structure ### Converters config Following our (unique) data serialization choices, we needed to configure the suitable Kafka Connect converters for both the record key and value. 1. Key converter: "key.converter": "org.apache.kafka.connect.storage.StringConverter",   Since the record key was transformed from structure into a simple string value (using the ExtractField transformation), it should now be serialized as string. Therefore, we set the StringConverter as the key converter. 2. Value converter: "value.converter": "io.confluent.connect.avro.AvroConverter", "value.converter.schema.registry.url": "http://schema-registry.example.com:8081", "value.converter.value.subject.name.strategy": "io.confluent.kafka.serializers.subject.TopicRecordNameStrategy",   Since we decided to serialize the record value in Avro format, we set the AvroConverter as the value converter. However, because we are producing events with multiple schemas (one schema per table) under the same topic, it didn't make sense to use the schema registry’s default subject name strategy: TopicNameStrategy. This would have resulted in all of the different schemas being registered under one subject named table_updates-value in the schema registry. To address this, we changed the subject name strategy to TopicRecordNameStrategy. This strategy registers each schema under a separate subject in the form of topic_name.schema_name. This allows us to keep the different schemas separate, and it also allows us to manage multiple versions of each schema. For instance: - The subject table_updates-tbla.first_tbl.Envelope stores the schema of tbla.first_tbl table events (and all of its versions). - The subject table_updates-tbla.second_tbl.Envelope - stores the schema of tbla.second_tbl table events (and all of its versions), and so forth. ### Kafka Connect producer config By default, connectors inherit their Kafka client configuration properties from the Kafka Connect worker configuration. To achieve our desired request rate and efficient batching, we found it necessary to override the following producer-specific properties within the connector configuration: "producer.override.compression.type": "lz4", "producer.override.linger.ms": "250", "producer.override.batch.size": "10485760", "producer.override.max.request.size": "104857600", "producer.override.buffer.memory": "2147500000"   - The producer.override.compression.type property specifies the compression algorithm applied to the produced record batches. We changed its value from the default ‘none’ (no compression) to ‘lz4’ because, based on our experience, LZ4 offered the fastest performance. We also increased the value of producer.override.batch.size from 16KB to 10MB to allow for larger batches. This led to better compression ratios and ultimately increased the overall throughput. - To reduce the overall number of requests made to the Kafka cluster, we increased the value of producer.override.linger.ms to 250. This means that the connector will wait up to 250 milliseconds for additional event records to accumulate before sending them together as a batch, rather than dispatching each record as it arrives. ### Debezium internal config: To prevent Debezium itself from becoming a bottleneck within our streaming pipeline and to fully optimize its performance, we fine-tuned the following internal configuration properties: "poll.interval.ms": "200", "max.batch.size": "300000", "max.queue.size": "1000000",   - We reduced the poll.interval.ms property from its default of 500 milliseconds to 200 milliseconds. This allows the connector to poll MySQL for change events more frequently. - Furthermore, we set significantly high values for the max.batch.size (default: 2048) and max.queue.size (default: 8192) properties. This ensures that the connector can keep up with the MySQL database, even during periods of exceptionally high workloads. ### Putting it all together Here’s a complete example of such customized Debezium MySQL connector: { "name": "mysql-backend-updates-source-connector-01", "connector.class": "io.debezium.connector.mysql.MySqlConnector", "tasks.max": "1", "poll.interval.ms": "200", "max.batch.size": "300000", "max.queue.size": "1000000", "database.hostname": "mysql-server.example.com", "database.port": "3306", "database.user": "dbz_user", "database.password": "dbz_password", "database.server.id": "123456", "database.server.name": "mysql_backend_updates", "table.include.list": "tbla.config_tbl_a, tbla.config_tbl_b", "snapshot.mode": "schema_only", "snapshot.locking.mode": "none", "time.precision.mode": "connect", "tombstones.on.delete": "false", "database.history.kafka.bootstrap.servers": "kafka-broker.example.com:9092", "database.history.kafka.topic": "dbz-mysql_backend_updates-history", "transforms": "removeOptionalDefaultValue, addSourceTableToKey, extractKeyField, changeTopic", "transforms.removeOptionalDefaultValue.type": "com.taboola.kafka.connect.transforms.RemoveOptionalDefaultValue", "transforms.addSourceTableToKey.type": "io.debezium.transforms.ByLogicalTableRouter", "transforms.addSourceTableToKey.key.field.name": "__source_table_name", "transforms.addSourceTableToKey.key.field.regex": "^mysql_backend_updates\\.(.+)$", "transforms.addSourceTableToKey.key.field.replacement": "$1", "transforms.addSourceTableToKey.topic.regex": "^mysql_backend_updates\\.(.+)$", "transforms.addSourceTableToKey.topic.replacement": "$1", "transforms.extractKeyField.type": "org.apache.kafka.connect.transforms.ExtractField$Key", "transforms.extractKeyField.field": "__source_table_name", "transforms.changeTopic.type": "org.apache.kafka.connect.transforms.RegexRouter", "transforms.changeTopic.regex": ".*", "transforms.changeTopic.replacement": "table_updates", "key.converter": "org.apache.kafka.connect.storage.StringConverter", "value.converter": "io.confluent.connect.avro.AvroConverter", "value.converter.schema.registry.url": "http://schema-registry.example.com:8081", "value.converter.value.subject.name.strategy": "io.confluent.kafka.serializers.subject.TopicRecordNameStrategy", "producer.override.compression.type": "lz4", "producer.override.linger.ms": "250", "producer.override.batch.size": "10485760", "producer.override.max.request.size": "104857600", "producer.override.buffer.memory": "2147500000" } ## Conclusion Setting up this new infrastructure, along with the customizations we implemented, enabled us to fulfill all the requirements, resulting in a smooth migration from our in-house solution. Moreover, it established the groundwork for implementing CDC-based data pipelines in various other use cases, extending beyond real-time cache updates. Migrating to an open-source-based solution posed quite a few challenges along the way, involving a learning curve regarding Debezium’s internals and the Kafka Connect framework. Nevertheless, the overall successful outcome made the journey completely worthwhile. ## Final Thoughts We've been using this solution for over a year now, seamlessly integrating it into multiple streaming data pipelines developed to address various use cases. It has consistently proven to be high-performing, reliable, well-maintained, and versatile. Furthermore, all of the mentioned open-source components (Debezium, Kafka Connect, Confluent Schema Registry) have vibrant and supportive communities. Personally, I’ve been particularly impressed by the support from the Debezium community. I encourage you all to join their Zulip chat and check out the insightful discussions there. On a separate note, we’ve actively contributed to Debezium by proposing new features and providing a few bug fixes (which may even be a topic for another blog post). We believe that Debezium is a valuable tool for data engineers and architects, and we are excited to see how it continues to evolve in the future. Notable References - Five Advantages of Log-Based Change Data Capture - Using Debezium, CDC for Apache Kafka, with PostgreSQL and MongoDB - Putting Several Event Types in the Same Topic – Revisited --- ### Optimising Chrome Extensions: Part 1 - Beyond Redux, Post-Manifest v3 URL: https://www.taboola.com/engineering/optimising-chrome-extensions-part-1/ Last Modified: 2025-01-14 14:37:14 The landscape of Chrome extension development underwent a significant shift with the introduction of Manifest v3. In this article, we'll explore the journey of why we decided to part ways with the Redux ecosystem in our Chrome extension after adopting Manifest v3. We aim to provide insights and guidance for fellow extension developers facing similar decisions in selecting their tech stack. ## The Redux Era in Chrome Extension Development Our initial foray into Chrome extension development was rooted in manifest v2, where we employed a robust React-Redux stack. This setup, bolstered by the webext-redux package by Tyler Shaddix, facilitated seamless state management across background scripts and content scripts. The Chrome runtime connect mechanism allowed real-time synchronisation using the subscription pattern, enabling easy usage of Redux across all our scripts. ### Challenges Encountered However, no architecture is without its challenges. One notable drawback was the duplication of the store in memory across every tab where our extension ran. As our application grew in complexity, this led to potential inefficiencies, particularly considering today's systems that might run many tabs simultaneously. Additionally, the changes introduced in manifest v3, where the background script no longer persisted in memory, presented a hurdle. Connections reset unless explicitly persisted in the cache, aligning with the new architecture's goal of handling incoming messages efficiently. ### Adapting to Manifest v3: A Redux Dilemma While Redux had served us well, its drawbacks in the context of Chrome extension development became apparent: - Duplication of Store: Storing the same data in memory across multiple tabs posed scalability challenges. - Service Worker Synchronization: Maintaining synchronisation between reloads and shutdowns of the service worker became a requirement, introducing complexities like caching and restoring the store and making changes to enable broadcasting state as runtime connect is lost between SW executions. - Increased Message Overhead: Numerous messages between content and background scripts, especially during data loading from the network, added overhead that could be mitigated. - Redux as a Cache: In some scenarios, using Redux as a glorified cache became counterproductive as there are better approaches, particularly on extension, to overcome these difficulties. ### Alternative Paths for Redux Enthusiasts While our journey led us to part ways with Redux in our Chrome extension, we understand that some developers may still be keen on persisting with this familiar tool. Fear not, for alternatives exist in the post-manifest v3 era, offering compatibility and viable solutions: - Npm package @eduardoac-skimlinks/webext-redux For developers determined to stick with Redux using webext-redux, I've introduced a series of changes to support manifest v3. This new package implements the suggested alterations for manifest v3 compatibility, addressing specific challenges highlighted in PR-282 within Webext-redux. By embracing this alternative, you can seamlessly continue leveraging Redux while ensuring alignment with the requirements of manifest v3. - Npm package reduxed-chrome-storage This standalone provider offers a dedicated solution for storing the Redux store in the Chrome storage cache. While it may require a shift in your approach, this alternative ensures persistence and efficient data handling within the Chrome ecosystem. Choosing the right path post-manifest v3 depends on your specific needs, preferences, and the intricacies of your extension. As you embark on this alternative journey, consider the nuances of each solution to find the best fit for your Redux-powered Chrome extension. Remember, adaptability is key in the ever-evolving landscape of Chrome extension development. ## Moving Beyond Redux: Embracing Efficiency In our journey towards adapting to the changes brought by manifest v3, it became evident that the challenges posed by Redux in the Chrome extension context were becoming more pronounced. We recognised the need for a more efficient and streamlined approach to handle state management without the inherent complexities of Redux. ### Minimising User Impact The imperative to minimise the impact on the end-user experience was at the forefront of our considerations. The duplication of the store in memory across tabs, an inherent characteristic of Redux, emerged as a significant concern. Our quest for alternatives took shape, intending to reduce unnecessary redundancies, ensuring a smoother and more resource-efficient user journey. ### Exploring efficiency mechanism for caching data on the extension #### Caching Headers In our pursuit of efficiency, we considered implementing caching headers in responses. However, a significant challenge emerged regarding URL paths. Using URL matching, the cache risked retrieving items from another user's session, notably when two users shared the same computer. This issue was exacerbated by using an authentication header instead of a cookie for these requests (More details in Section 4.2 of ). Unfortunately, adapting for caching headers would require substantial changes due to our existing API structure and credential handling. Furthermore, it's essential to note that once caching headers are stored, they cannot be purged automatically. Manual user action is required, introducing an additional layer of complexity. As a result, our proposed solution had to be temporarily shelved. This setback underscores the intricate considerations and limitations in optimising our extension's efficiency, particularly when faced with challenges that, for now, remain insurmountable. #### Chrome Storage Following challenges encountered with the browser cache, we determined that the optimal solution for persisting data between service worker executions was to leverage the Chrome Storage API. This approach enabled asynchronous persistence of the data required for the extension to function. However, our exploration revealed complexities associated with handling concurrency. For an in-depth understanding of these complexities and how we manage concurrency in Chrome Extensions, please check out our detailed explanation in Managing Concurrency in Chrome Extensions. This additional resource delves into the intricacies of ensuring seamless data persistence within the Chrome Storage API. ### Optimising pub-sub messaging efficiency Messaging in Redux necessitates a constant back-and-forth to keep all tabs synchronised, given that the store is shared across them. However, upon a thorough analysis of our system, we identified two main flaws contributing to the high message volume. Firstly, recognising that each tab requires information based on its context, we realised that tabs don't need to retain all data in the Redux store. For instance, if Tab 1 needs data A to render and Tab 2 needs data B, Tab 1 doesn't need to keep both A and B in Redux. We pivoted towards a content script-centric approach, where each script requests and retains only the required data, minimising the message volume to essential updates. Secondly, we revisited how data was requested in Redux, opting for a more holistic approach. Rather than asking for specific sections of the state in the store, we crafted messages with enough abstraction. These messages are designed to be comprehensive, eliminating the need for multiple requests. This approach strikes a middle ground, simplifying the process without the complexity of fetching all data in a single message, akin to GraphQL. This strategic shift aimed to free us from the constraints of duplicated stores across multiple tabs, seamlessly aligning with our overarching goal of optimising the extension's performance. ## Benefits of Moving Beyond Redux #### Simplified Architecture The decision to distance ourselves from Redux brought about a significant simplification of our extension's architecture. Given the evolving landscape driven by manifest v3, this streamlining process proved especially crucial, which nudged us towards adopting more efficient and streamlined development practices. #### Empowering Content Scripts with Greater Autonomy Rather than constructing our extension around a centralised state for the entire application, we've embraced a paradigm where each content script manages its internal state independently. In this approach, we leverage the service worker as both a cache and a sophisticated data processing system, facilitating efficient persistence of network data. Despite the advancements in our architecture, synchronisation of shared data remains essential. We achieve this by utilising the service worker to broadcast data across all scripts, a mechanism akin to how webext-redux listened for state changes. ## Future-Proofing Extension Development #### Adapting to Manifest v3 Moving beyond Redux was not merely a reaction to challenges but a proactive response to the transformative changes introduced by Manifest v3. Adapting to this evolving architecture was paramount for ensuring our extension's continued success and relevance in the dynamic Chrome ecosystem. #### Continuous Quest for Optimization The ever-evolving nature of Chrome extension development demands a perpetual quest for optimisation. Our exploration of tailored solutions aligned with this principle, ensuring our tech stack stays agile, responsive, and well-prepared to tackle future changes and challenges. In the dynamic landscape of Chrome extension development, our strategic shift beyond Redux is a testament to our commitment to efficiency, user satisfaction, and the perpetual pursuit of optimisation. ## Conclusion: Crafting a Tailored Tech Stack As Chrome extension developers, adapting to evolving architectures is crucial. While Redux has its merits, manifest v3 prompted a reassessment. By addressing the unique needs of our extension and opting for efficient data and state handling, we've developed a more tailored and effective approach beyond Redux's constraints. Flexibility, adaptability, and an unceasing quest for optimisation are essential in the dynamic realm of Chrome extension development. "Moving beyond Redux in our Chrome extension post-manifest v3 wasn't about abandoning a tool but embracing our extension's evolving needs. By minimising user impact and exploring alternatives aligned with the new architecture, we've crafted a tech stack suiting the dynamics of post-manifest v3 Chrome extension development." Stay tuned for our upcoming deep dive! Our follow-up post will reveal the practical implementation of our tailored tech stack, maximising extension performance. Expect step-by-step guidance, insightful code snippets, and real-world examples as we guide you through the seamless transition from Redux to our optimised approach. Elevate your Chrome extension development with our hands-on guide, pushing the boundaries of performance. Watch this space for cutting-edge insights and actionable tips! --- ### Optimising Chrome Extensions: Part 2- Managing your state and communication in React URL: https://www.taboola.com/engineering/optimising-chrome-extensions-part-2/ Last Modified: 2025-01-14 14:37:14 In the previous article, we discussed the limitations of using Redux and the need to adapt our approach to Chrome extension development due to the changes introduced by Manifest v3. However, it's essential to understand the role that Redux played in our extensions and how to replace it with the new architectural strategy using only React. In this article, we'll focus on managing the state in your Chrome extension using React in content scripts, briefly caching data in the background script, and facilitating effective communication between these components to ensure data synchronisation. ### Understanding State in Content Scripts When we talk about "state," it can be a somewhat ambiguous term. The state could refer to a state machine that controls the user interface, or it could be about how we persist data in our React application. In this article, we'll focus on the latter, referring to how you persist data within your React application, as the nature of your project and the user experience you aim to provide will determine the specific state requirements for data persistence. If you're interested in discussing user experience, feel free to leave a comment (spoiler: I firmly believe a browser extension should NOT use react-router).Now, let's dive into the concept of state, which remains a crucial part of our Chrome extension, even as we move away from Redux. We can split the state into two categories: - Shared/Global State: This category encompasses data shared across all content scripts, such as user data, settings, and feature flags. Any changes made to this data should prompt an update in both the background script and all content scripts simultaneously. - Local/Pseudo-Global State: This category covers specific data sets required for a particular content script at a given time. While it may be shared indirectly with other content scripts, it doesn't necessitate active notification to other scripts. Let's take as an example a multilanguage browser extension that displays a toolbar with the reviews for a site based on Google or Trustpilot reviews, illustrated by the image below.   In this scenario, the selected language is considered a shared/global state. The review itself and the language options for the dropdown can be classified as local/pseudo-global state, even if they are present in multiple tabs since their visualisation doesn't directly affect other content scripts. However, if we decide to replace the review display with a user rating input, allowing the user to provide their rating on the page, then the rating changes become a shared state. This is because other tabs may be displaying the same page, and they need to reflect the user's review. ### Why Does This Distinction Matter? Distinguishing between shared and local states is essential because elements belonging to the shared state require different treatment than local ones. When shared state values change, the background script must broadcast these changes to all relevant tabs that need the information to be updated. ## Managing Communication Between Content Scripts and Service Workers We've discussed the various natures of data in content scripts and touched on how shared/global state information flows. Now, let's explore the most common data flows in browser extensions based on the nature of the data, assuming you're dealing with client-side rendering content scripts. ### Fetching Information with Messages The most straightforward method of communication is through messages, allowing the content script to request data from the background script. For example, when the content script needs information to display a review, it sends a message to the background script, as illustrated in the image above. Then, the review handler is responsible for handling the message and making an attempt to retrieve the information from the cache or memory in order to minimise constant network traffic. However, if it doesn't find the data, it triggers an API request to obtain the necessary information and then stores it in the cache. Simultaneously, the response is sent back to the content script that initiated the request, as shown above. ### Broadcasting by the Background Script Sometimes, there is a need to inform all content scripts about changes initiated externally, such as a user's language change through a shared cookie with your main website. When such a scenario arises, it becomes essential for all content scripts to update their internal state accordingly. To achieve this, the background script broadcasts the change to all content scripts. For example, as illustrated in the image above, we actively listen for language cookie changes. When the language cookie is updated, this triggers an update of the background script's state, as well as all tabs that are running our content script. These tabs will require updating to align their language preferences in their internal state. ### Combined Flow: Update/Fetching and Broadcast In specific scenarios, you may encounter a situation where a change in the extension's state requires sending a message. This message, in turn, initiates a broadcast to all content scripts. Let's consider a practical example to illustrate this mixed flow. For instance, going back to our example about the language selection change, if one of the toolbar elements in a tab experiences a language change, it will be required to notify the background script, triggering internal updates within the background script and external systems like the language API and cookies, as well as ensuring alignment across all other content scripts, as shown in the image above. Notably, you can exclude the message sender from the broadcast, thanks to the tab ID available in "senderTab. ## Illustrating State and Flows with Code Fragments Now that we have a clear understanding of the concepts and the defined flow. Let's dive into some code fragments to illustrate the implementation of each concept. Keep in mind that these are not fully optimised implementations but rather fragments designed to solidify the knowledge you've gained with practical examples. A complete implementation of the review example will be provided in the next article, so stay tuned. ### Sending Messages from Content Scripts Let's start by defining a promise-friendly implementation for sending messages from a content script to the background script. Here's a sample code snippet: export interface Message { type: string subtype: string data: T } export interface Response { status: number data: V } export function sendMessage<T, V>(message: Message) { return new Promise((resolve, reject) => { try { // You may require to adjust Response based on your project implementation chrome.runtime.sendMessage(message, (response: Response) => { if(response.status < 400) { resolve(response.data) } else { reject(response.data) } }) } catch (error) { // Error must match V type reject(error) } }) } // Example using numbers const responseDataNumber = await sendMessage<number, number>({ type: "hello", subtype: "world", data: 1}) As you can see in the code above, using promises simplifies integration with the rest of your code. We've also introduced a two-level message identifier (type, subtype) to categorise handlers based on their purposes. Feel free to adapt this approach to your specific needs. ### Receiving Messages from Background and Content Scripts The good news is that both content and background scripts can listen for messages through the same `chrome.runtime` API, which includes the onMessage listener. Here's how you listen for communication between scripts: // Message and response are define in https://gist.github.com/EduardoAC/000b1e39a6ec10a892e7c6cd93730a53 chrome.runtime.onMessage.addListener((message: Message, sender, sendResponse) => { if(sender.tab) { // Sender Tab useful mostly for background script switch(message.type) { case "review": // Tab is useful for instance to obtain the url to fetch the review from reviewHandler(sender.tab, message, sendResponse) break case "language": languageHandler(sender.tab, message, sendMessage) break default: sendResponse("Error: Not found message type") break } return true // This is really important, tells the extension whether is an ASYNCHRONOUS sendResponse or not } return false // False means synchronous response }) When listening to messages, there are several important aspects to consider: - Sender Tab: Utilizing the sender tab can provide valuable information about the tab, such as its page URL. This can be particularly useful in various use cases, but some might not require this information. Consult the documentation for more details. - Message Definitions: Standardizing message definitions can help maintain consistent and homogenous logic for handling messages. - Returning a boolean: The return boolean plays a critical role in determining whether the "sendResponse" should be treated as a synchronous (false) or asynchronous (true) response. If you don't provide a return, it will expect a synchronous call to "sendResponse." While this article doesn't cover connecting this listener to the React state, I've provided a gist illustration of how you can integrate React Context with the listener. // Message and response are define in https://gist.github.com/EduardoAC/000b1e39a6ec10a892e7c6cd93730a53 interface GlobalContext { review: number language: string setLanguage: Function } const globalContext = createContext({ review: -1 language: "en" setLanguage: () => {} }) interface GlobalContextProvider { children: ReactNode } export function GlobalContextProvider({children}: GlobalContextProvider) { const = useState(-1) const = useState("en") const handleMessageListener = (message: Message) => { switch(message.type) { case "review": // Handle review, reviewHandler(message, setReview) | review = reviewHandler(message) -> state in the handler break case "language": // For simplicity, assume only message language received by content script is the new language selection setLanguageState(message.data) break default: console.error("incorrect message") // Up to you how you handle the error case break } } useEffect(() => { // Example fetching review data on context initialization retriveReview().then((review: number) => { setReview(review) }) // ... // Language and other data can be fetch together with review or separately on initialization // ... // Listening for background script message chrome.runtime.onMessage.addListener(handleMessageListener) return () => { chrome.runtime.onMessage.removeListener(handleMessageListener) } }, []) const context = { review, language, setLanguage: (newLanguage: string) => { sendMessage({ type: "language", subtype: "update", data: newLanguage}) setLanguageState(newLanguage) // Assuming that sendMessage always succes for simplicity } } return {children} } export const useGlobalContext = () => { return useContext(globalContext) } ### Broadcasting a Message to All Content Scripts The final step in implementing this flow involves sending a message to all relevant content scripts, instructing them to update the data within their local state. To achieve this, you can track each tab's status to determine whether it is actively available and loaded within the browser memory, ensuring that messages are sent to all tabs that require updates. In this article, I will present a simplified implementation of this strategy using the filtering capabilities provided by Chrome, acknowledging that some tabs may receive messages that are irrelevant to their context and will be ignored. Alternatively, you could consider tracking each time the content script is loaded on a page and only notify those tabs that are relevant to the update. I will cover this more in-depth in my following article, so make sure to follow for updates. // Message and response are define in https://gist.github.com/EduardoAC/000b1e39a6ec10a892e7c6cd93730a53 export function broadcastMessageAllLoadedTabs(message: Message) { // Get all tabs not discarded - it can be optimise further chrome.tabs.query({ discarded: false }, (tabs) => { tabs.forEach(({ id, status }) => { if(status !== "unloaded") { sendMessage(id, message) } }) }) } Within the script, you'll notice two crucial checks that require explanation: - "Discarded as false" indicates that the tab has been unloaded from memory but remains visible in the tab strip. - "Status as 'unloaded'" serves a similar purpose, although it's worth noting that there is no documentation available about this particular status. ## Conclusion In this article, we've explored the critical aspects of managing state and communication in Chrome extensions using React. We discussed the limitations of using Redux and the need to adapt our approach due to changes introduced by Manifest V3. Understanding the role of Redux in our extensions and replacing it with a React-centric architecture is essential for modern Chrome extension development. We delved into the complexities of state management within content scripts, including the distinctions between shared/global state and local/pseudo-global state. Using a multilanguage browser extension as an example, we illustrated the importance of categorising your data appropriately. By distinguishing between shared and local states, you can efficiently handle changes in your extension. Shared states necessitate broadcasting updates to all relevant tabs, ensuring data synchronisation. Our exploration of communication flows in Chrome extensions included fetching information with messages, broadcasting updates from the background script, and combining flows demonstrating message-triggered broadcasts. To help solidify your understanding, we provided code fragments illustrating implementations for each concept. These practical examples are not fully optimised but serve as valuable knowledge-building tools. Stay tuned for our next article, where we'll provide a complete implementation of the review example, connecting all the dots and further enhancing your Chrome extension development skills. Make sure to follow up for updates on future articles and practical insights into Chrome extension development with React. --- ### Managing Concurrency in Chrome Extensions URL: https://www.taboola.com/engineering/managing-concurrency-in-chrome-extensions/ Last Modified: 2025-01-14 14:37:15 Picture this: You're a developer crafting a powerful Chrome extension designed to enhance the browsing experience for thousands of users. Your extension consists of multiple content scripts, each injecting its magic into different tabs, making the web a better place, one tab at a time. Sounds promising, right? But here's the twist. These content scripts are like synchronised dancers, all performing their moves on the same stage — your user's browser. They need data to dazzle your users; sometimes, they all clamour for the same information simultaneously. This tug-of-war for resources can lead to a chaotic performance, frustrating your users and your extension in dire need of a solution. Welcome to the world of concurrency in Chrome extensions. In this post, we will dive deep into the challenges posed by concurrent data requests within your extensions and explore the architectural solutions that can help you tame this concurrency beast. Whether you're a seasoned extension developer or just dipping your toes into this exciting realm, understanding how to manage concurrency is the key to delivering a smooth and reliable user experience. So, fasten your seatbelts, and let's explore how to make your Chrome extension's multi-tab symphony a harmonious masterpiece. ## The Problem: Concurrent Resource Requests in Chrome Extensions Within the realm of Chrome extensions, a persistent challenge revolves around managing concurrency. Picture this: You have a suite of content scripts, often sharing the same codebase. This shared code can lead to a situation where these scripts simultaneously demand access to a singular resource. This challenge becomes especially pronounced when users restore multiple tabs from a previous session or engage in actions that trigger resource requests across all active tabs. The result? A potential chaos of resource requests, if not handled effectively, can lead to race conditions, sluggish performance, or even crashes, all detrimental to the user experience. ## The solution: Solving Concurrency with Service Worker Locks When it comes to addressing the challenge of concurrent resource requests within Chrome extensions, there are various approaches at our disposal. However, they all share a common requirement: the need for a lock mechanism that ensures requests from the same resource are queued until the first request is completed. ## Why a Lock Mechanism is Essential Imagine multiple content scripts racing to access the same resource simultaneously. Without a mechanism to coordinate these requests, chaos can ensue, leading to unpredictable outcomes, slow performance, or even crashes. This is where the lock mechanism comes into play. ### Understanding the Service Worker's Role The foundation of our solution lies in the nature of the service worker itself. Operating as a single thread, it processes tasks sequentially. This single-threaded architecture becomes the perfect backdrop for implementing a lock mechanism. ### How the Lock Mechanism Works In essence, the lock mechanism acts as a guardian of resource requests: - Request Queuing: When a content script initiates a resource request, it first checks for the lock's status. If a lock is active (indicating an ongoing request), the new request is patiently queued, patiently awaiting its turn. - Sequential Processing: Once the ongoing request is completed and the lock is released, the queued requests are processed in an orderly fashion. This guarantees that resource requests occur one after the other, eliminating the risks associated with concurrent access. ### The Benefits of This Approach - Conflict Resolution: By introducing a lock mechanism, we mitigate the possibility of simultaneous data access, significantly reducing the chances of race conditions, conflicts, and erratic behaviour. - Predictable Behavior: With requests being processed in a well-defined sequence, you can maintain a consistent and expected behaviour for your extension, even in the face of multiple resource requests. It's important to note that while the lock mechanism is central to managing concurrency within Chrome extensions, our focus here is primarily on its role in synchronisation. Other considerations, such as data caching strategies, can further optimise performance but fall beyond the scope of this article. In the following sections, we'll explore practical examples of implementing this lock mechanism within a real-life Chrome extension and discuss architectural considerations to optimise its use. ## Introducing the Architecture Solution: Synchronizing Resource Requests Now that we've established the significance of a lock mechanism in handling concurrency within Chrome extensions, let's delve into a practical architecture solution that utilises this mechanism. The provided code snippet serves as the foundation for this solution, enabling effective resource request synchronisation. type PendingRequests = { : Function[] } // Initialize an object to track pending resource requests let pendingRequests: PendingRequests = {}; /** * Check if there is a pending request for a given URL. * @param {string} url - The URL to check for pending requests. * @returns {boolean} - True if there are pending requests, false otherwise. */ export function hasPendingRequest(url: string) { return pendingRequests.hasOwnProperty(url); } /** * Lock a resource to prevent concurrent requests for the same URL. * @param {string} url - The URL of the resource to lock. */ export function lockResource(url: string) { if (!pendingRequests) { // Create a queue for pending requests for this URL if it doesn't exist pendingRequests = []; } } /** * Wait for a resource request to complete. This function returns a promise that * resolves when the request finishes. * @param {string} url - The URL of the resource being requested. * @returns {Promise} - A promise that resolves when the request completes. */ export function waitForResourceCompletion(url: string): Promise { // We wait until the ongoing request finishes by queuing the promise until completion const waitForRequestPromise = new Promise((resolve) => { // Add the resolve from promise to the queue for this URL pendingRequests.push(resolve); }); return waitForRequestPromise; } /** * Notify that a resource request has completed and resolve any pending requests * for the same URL. * @param {string} url - The URL of the completed resource request. * @param {Response} response - The response of the completed request. */ export function notifyResourceCompletion(url: string, response: Response) { // Notify other requests in the queue and remove the URL entry if (pendingRequests?.length > 0) { pendingRequests.forEach((resolve) => { // Resolve each pending request with a clone of the response resolve(response.clone()); }); } // Remove the URL entry as all requests are now resolved delete pendingRequests; } /** * Clear the queue of pending resource requests. */ export function clearPendingRequestQueue() { // Reset the pendingRequests object to clear all pending requests pendingRequests = {}; }   ### The Building Blocks: In the code snippet, you'll notice several functions and data structures that work together to ensure orderly and synchronised access to resources: - PendingRequests: This data structure, represented as a dictionary, plays a pivotal role in managing ongoing resource requests. It associates URLs with arrays of functions that act as promises. - hasPendingRequest(url: string): This function checks if there are ongoing requests for a given URL. It leverages the PendingRequests dictionary to determine if any requests are in progress. - lockResource(url: string): When a content script initiates a resource request, it calls this function to establish a lock for the specified URL. A new entry is created in the OnGoingRequests dictionary if no lock exists. - waitForResourceCompletion(url: string): This function is pivotal for synchronisation. It enables content scripts to wait until an ongoing request for a specific URL completes. It does so by queuing the content script's promise function in the corresponding array within the PendingRequests dictionary. - notifyResourceCompletion(url: string, response: Response): Once a resource request is completed, this function notifies other queued requests for the same URL. It resolves their promises with the response, ensuring that they proceed in an orderly fashion. Upon completion, the URL entry is removed from the PendingRequests dictionary. - clearPendingRequestQueue(): In cases where you need to clear the queue of ongoing requests entirely, this function comes in handy. It resets the PendingRequests dictionary, ensuring a clean slate. ### The Benefits: This architecture solution offers several advantages: - Synchronisation: By employing a lock mechanism and promise-based queuing, it ensures that resource requests are processed sequentially, preventing concurrency-related conflicts. - Predictable Behavior: Content scripts can rely on a consistent and expected behaviour, even when dealing with multiple resource requests for the same URL. - Resource Access Control: The solution provides a means to control access to specific resources, especially critical when dealing with shared data. ## Conclusion: Empowering Chrome Extensions with Concurrency Management In this journey through the intricacies of managing concurrency in Chrome extensions, we've explored the fundamental challenges when multiple content scripts simultaneously vie for access to the same resources. Our focus has been on providing a robust solution, and we've achieved this by implementing a lock mechanism within the service worker, ensuring synchronised and orderly resource access. Your feedback matters to us: Is there anything else you'd like to see covered, or any questions you have about Chrome extension development? We're committed to providing you with valuable insights, so please don't hesitate to share your thoughts and queries in the comments section or reach out to us directly. As you continue your path in extension development, remember the key takeaways from this exploration: - Concurrency Control is Crucial: Whether you're crafting an extension for a small user base or a large audience, managing concurrency effectively is paramount. It guarantees a seamless and reliable user experience. - The Power of Service Worker Locks: Leveraging the single-threaded nature of the service worker, a well-implemented lock mechanism can be your ally in preventing race conditions and conflicts. - Predictability and User Satisfaction: By implementing synchronisation measures, you ensure predictable behaviour within your extension. Users can interact with your extension confidently, knowing their actions won't lead to unexpected issues. - Resource Access Control: Don't underestimate the importance of controlling access to critical resources. The architecture we've explored puts you in the driver's seat, allowing you to dictate how your extension interacts with shared data. In the ever-evolving world of Chrome extension development, staying informed and equipped with the right strategies is key. We hope this exploration has been a valuable resource for you, providing insights and practical solutions to enhance your extension development endeavours. As you embark on your next extension project, keep these lessons in mind and continue to innovate, create, and provide exceptional user experiences. Your feedback and ideas drive the evolution of our content, and we look forward to hearing from you as you shape the future of Chrome extensions. Thank you for joining us on this journey, and here's to the continued success of your Chrome extensions! --- ### Breaking the Scale Barrier - Smarter Test Selection URL: https://www.taboola.com/engineering/breaking-the-scale-barrier-smarter-test-selection/ Last Modified: 2025-01-14 14:37:15 A build process is a critical procedure triggered by new code changes (Git push). Its primary responsibility is to validate the integration of new code without disrupting the existing code and ensuring the successful execution of all unit tests. However, as the number of unit tests grows, ensuring code stability becomes increasingly challenging due to the impracticality of running all tests within the constraints of time and resources. In this article, we will explore the optimizations we have implemented to achieve a faster and more efficient build process. ## The build process challenge Our development process revolves around a monorepo, a single repository housing all our code, that daily deploys its code to production. By leveraging optimized build strategies, we ensure that developers receive rapid feedback without sacrificing productivity. Integrated within our monorepo workflow, fast builds enable us to swiftly identify and address issues, ensuring that only validated and reliable code reaches production. This approach empowers our developers to work efficiently and deliver high-quality code with confidence. A build process starts once Git commits are pushed. With each addition of code, it becomes imperative to validate the project's test suite. Initially consisting of a few hundred unit tests, the test suite has now grown significantly to approximately 13,000 tests. As the number of unit tests increased, it became essential to devise a more efficient approach for determining which tests need to be rerun, instead of executing all the unit tests indiscriminately. The build process was divided into two main types: - Build of the Main branch. - Build of a Feature Branch (any branch other than the Main branch). For the Main branch, the process remains straightforward. When a pull request (PR) is merged into the Main branch, it triggers a build that runs all the existing unit tests as a precautionary measure. However, for Feature Branches, a new build is initiated when changes are pushed to Git. In this scenario, the selection of tests to run depends on the changed files from the new commits. The tests-to-run are divided into batches, which are then executed in parallel on many machines. The selection of unit tests for each batch is based on their duration, ensuring the optimal allocation of resources and minimizing the overall time required to complete the unit test runs. In the past, the unit test selection was done at the module level. If a change was detected in a file within Module A, all tests from modules dependent on Module A were executed. However, as the number of tests continued to grow, necessitating more resources, we recognized the need for process optimization. Our solution, known in Taboola as the Achilles Project, focuses on selecting unit tests to run at a finer resolution—specifically at the class level. Rather than considering the module to which a Java class belongs, we now examine the unit tests from all modules that depend on the modified class and execute only those relevant tests. It has saved us around 3 minutes from an average build time of 23 minutes. The solution: The Achilles Project comprises two parts: data collection and determining the tests to run during the build process. For Main builds we apply only the first part, collecting the tests data, and run all the tests. We use the Main data as a baseline. ## Data Collection To collect the necessary data, we employed a Java Agent. Essentially, a Java Agent is a specially crafted JAR file that utilizes the Instrumentation API provided by the JVM to modify the bytecode loaded in the JVM. The java agent gives the ability to collect loaded classes while running unit tests. Then, we implemented a listener that extends org.junit.runner.notification.RunListener, which listens to each running test. Once a test finishes, the listener utilizes Java Instrumentation to collect the loaded classes for that test. The data is then saved as a map of tests to loaded classes. After running all the tests, we gather all the test data (list of tests -> loaded classes) and transform it into a list of classes with associated tests to run. This information is stored as a JSON file in our database (HDFS in our case). Consequently, we can now select which tests to run based on the stored data in the HDFS, eliminating the need to execute all tests. ## Determining the Tests to Run During any Feature Branch build, a POST request is sent to "Achilles server", with three parameters: Current branch name, changed files, and closest Main commit. The Achilles server retrieves older data saved for the branch, and for the given Main commit. A record of data is a json file containing a map of: class name to list of tests to run. Achilles takes the data from the two records, merges it, and returns the tests-to-run according to the given changed files. ## Saving As of the time this was written, 55.3% of the tests are avoided by Achilles, something like 7150 from 13,000 unit tests. Relative to the module-level solution. In minutes - it saved us ~3 minutes from build time of ~23 minutes. A significant improvement. Note: During this article, our focus has primarily been on Java classes. However, the Achilles Project also provides the capability to track non-Java files using Java ClassLoader. This extends the versatility of our solution, allowing us to effectively handle changes and tests associated with various file types beyond Java classes. Credits: Alon Pilberg - Project lead, and Maria Saleh Naser. --- ### Recursion vs Generators: Which One is Better for Splitting Problems in JavaScript? URL: https://www.taboola.com/engineering/recursion-vs-generators-which-one-is-better-for-splitting-problems-in-javascript/ Last Modified: 2025-01-14 14:37:15 One of the day to day trade-offs that we are forced to make when writing code, is balancing between performance, efficiency and readability. For example, writing object-oriented code may be good for readability, but at the same time it may reduce our ability to minify the code and reduce code size. One of the ways to improve code readability and maintainability, is to split it into small chunks that are easy to understand. This can be done by splitting the code into small functions with meaningful names, and modularization of the code. Often we encounter problems that can be solved by recursion - assuming that the solution already exists for part of the problem and proceeding from there. This approach often results in shorter and more readable code. However, it has its drawbacks, especially when there are many stages - it is not memory efficient, and it creates a stack of function calls that blocks the main thread and can lead to stack overflow. In this blog post I will review this approach, and suggest a different way to handle similar problems using generators. ## Recursion: Breaking Down Problems into Smaller Sub-Problems Recursion is a term that originates from the field of Mathematics. It comes from the Latin verb recurro, that means to run back. The meaning is to define a problem in the terms of itself - for example, if you would like to calculate the nth fibonacci number, it is easy to describe it as the sum of the n-1 fibonacci number and the n-2 fibonacci number. script function* fibonacci(n) { let cur = 0, next = 1; i = 0; while (i < n) { yield cur; = ; i++ } } function main() { for (const value of fibonacci(40000)) { console.log("value", value); } } main(); /script In the following example I'm using memoization in order to cache the calculation result and make the code more efficient. script const mmz = let res = 0 function fibonnachi(n) { if (mmz.length > n) { return mmz } mmz.push(fibonnachi(n-1) + fibonnachi(n-2)); return mmz; } console.log(fibonnachi(40000)); script This approach has several advantages: - Recursion can make code more readable and elegant, as it allows for a more natural expression of the problem solution. - Recursive algorithms can be simpler and shorter than their iterative counterparts. - Some problems are naturally recursive, and can be more easily expressed using recursion. - Recursive functions are good for solving problems that have a recursive structure, like tree traversal and graph traversal. However, it also has significant drawbacks: - Recursive functions can be harder to debug and understand than iterative functions. - Recursive functions can cause a stack overflow if the recursion goes too deep (the example above does). TCO, or rather, Tail Call Elimination in JavaScript is an optimization that would enable developers to use recursion without causing stack overflow - as long as the function only calls itself from the return statement, and all of the information that is needed with it. script function fibonacci(n) { if(n < 2) { return n; } else { return fibonacci(n-1) + fibonacci(n - 2); } } console.log(fibonnachi(40000)); /script This optimization was originally part of ES2015, but unfortunately it was abandoned and currently it is only supported by Safari. Also, recursion isn't a good fit for every problem - some are more efficiently solved using iteration. ## Generators: Splitting Problems with Improved Page Performance Generators, AKA ES6 generators, are another technique that allows you to solve a problem by breaking it down into smaller sub-problems, but they offer some advantages over recursion. They are a type of function that can be paused and resumed multiple times. They allow you to create iterator objects, which can be used to loop over a set of data or a sequence of operations, without the need to load all the data into memory at once. A generator function is defined using the function* syntax, and inside the function, the yield keyword is used to pause the function and return a value. Each time the generator's next() method is called, the function resumes from where it left off and continues to execute until it encounters another yield statement or the end of the function. Generators are commonly used for creating iterators, working with asynchronous code and implementing features like lazy evaluation. They also provide a way to create infinite sequences, which can be useful in some cases. They are supported by the latest versions of all common browsers except IE and Opera Mini. For general support, use regenerator-runtime npm package (1.7kb). Here is an implementation of the fibonacci number calculator using a generator: script function fib(n, sum=0, prev=1) { if (n <= 1) return sum; return fib(n-1, prev+sum, sum); } console.log(fib(40000)); /script This example does not cause stack overflow, however, it does cause a long task: In the following example I use scheduler.postTask to yield into the main thread and avoid long tasks: script async function* fibonacci(n) { let a = 0, b = 1; i = 0; while (i a); = ; i++ } } async function main() { for await (const value of fibonacci(40000)) { console.log("value", value); } } main().catch((e) => console.error(e)); /script This code does not cause stack overflow, and if we create a recording in Chrome's performance tab, we can see that there are no long tasks: The scheduler API is not yet supported by Firefox and Safari. You can use scheduler-polyfill (62.4kb unpacked), or simply setTimeout(0). This approach completely removes the limit on the maximum number of steps in the calculation, and opens exciting new possibilities. For example, we can have a function that prints all of the fibonacci numbers without any exit condition. When running the following code, the page continues to be responsive, and the only limitation is that at some point the returned value settles on “Infinity". script async function* fibonacci(n) { let cur = 0, next = 1; i = 0; while (true) { yield scheduler.postTask(()=>cur); = ; i++ } } async function main() { for await (const value of fibonacci()) { console.log("value", value); } } main().catch((e) => console.error(e)); script ## Conclusion JavaScript generators offer a powerful technique to solve recursive problems. They are more efficient and can be used to implement lazy evaluation. While for small problems with few stages recursion provides a solution that requires less code to be written, for larger problems I encourage you to consider generators. ## References - https://users.cs.utah.edu/~germain/PPS/Topics/recursion.html - https://developer.mozilla.org/en-US/docs/Web/JavaScript/Guide/Iterators_and_generators - https://medium.com/hackernoon/es6-tail-call-optimization-43f545d2f68b - https://www.npmjs.com/package/scheduler-polyfill - https://www.npmjs.com/package/regenerator-runtime - https://stackoverflow.com/questions/54719548/tail-call-optimization-implementation-in-javascript-engines I'd like to express my gratitude to David Hakak, Noam Rosenthal, John Reilley and Jamie McCrindle for proofreading my post and providing useful suggestions. I got help from Chat GPT with the structure and editing of this blog post. --- ### GPU Integration Propels Data Center Efficiency and Cost Savings for Taboola URL: https://www.taboola.com/engineering/gpu-integration-propels-data-center-efficiency-and-cost-savings-for-taboola/ Last Modified: 2025-01-14 14:37:15 A year ago, we at Taboola kicked off a POC to migrate our Spark workload from the thousands of CPU cores cluster to the GPU. I started with a small test, just to get a hunch of what it would require and very quickly found myself in an intense project involving a great group of people from Taboola and NVIDIA's Rapids team. In this blog post, I'll describe what Taboola does with Spark, our motivation to move to Rapids and the insights, pitfalls, challenges and achievements so far. ## Taboola's Business Taboola is the leading content recommendation company in the world. When you surf the web and see a native advertisement, it's most likely a content served by Taboola. In order to do so, Taboola uses a very complex data pipeline that stretches from the user's browser or phone, through multiple data centers running complex Deep learning algorithms, databases, infrastructure services such as kafka and thousands of servers in order to serve the best fitting ad for the user. This blog will focus on one component in this complex pipeline - our thousands of CPU cores spark cluster and our effort to migrate it to the GPU. Data to this cluster arrives from data centers all over the world where we collect and build a unique “page view". A pageview is a very big and wide data structure identifying each user and its interaction with our system. This pageview structure, containing over 1500 distinct columns and amounts to over 1TB of hourly data, is what we process in our Spark cluster. ## Project Motivation Motivation originated from the fact that the CPU cluster scale out is very challenging in terms of both hardware costs and data center capacity. In order to cope with the increasing load of data needed to be processed, Taboola is required to increase its Spark cluster capacity quite often. We have many distinct analyzers, SQL queries, that process the incoming pageviews, 1TB of raw data, every hour with a 2, 6, 12 and 48 catchup runs. New analyzers are being created all the time and increase the load on the Spark cluster, hence the constant need for more compute power. NVIDIA's Rapids accelerator for Spark was a perfect match. ## It is POC Time We first defined what we are going to test. We took real production data from “Cyber Monday" so that we'd test and benchmark a very big dataset. The data is 1.5TB of ZSTD compressed parquet files, per hour. It has over 1500 columns, of all native types including arrays, structures, nested structures with arrays, the full monty. Hardware wise we started with a 72 CPU cores Intel server with 3 A30 GPUs, 900 GB local SSD drive for Spark to store its intermediate files, 380GB RAM and a 10Gb/s NIC card. We set a minimum bar of x3 factor so that the GPU solution would be considered a successful one cost wise. We picked 15 queries from production from multiple R&D departments that would resemble as many of the hundreds of queries we have in production. These queries are mostly very complex including many SQL operations such as: aggregations, sorts, lateral view explode, distribute by, window functions and UDFS. Figure-1 shows such query. Figure-2 gives you a sneak peek as to the factors we got. ## POC Goals We started with a single server as described above, however obviously we'd want it to scale to a multi-GPU and multi server cluster. The cluster would be managed by Kubernetes, as opposed to our current Mesos cluster. Mesos is going to be obsolete and NVIDIA supports Kubernetes. Taboola's R&D should be oblivious to the change and should not care whether their queries run on CPUs or GPUs. GPU output should be the same as the CPU, a task which is sometimes challenging when migrating to the GPU, but one that the Spark Rapids team is very aware of. Stability in production is also a crucial goal.Lastly, the GPU should outperform the CPU by a minimum factor of 3. We benchmarked several GPUs, P100s, V100s, A100s and A30 and found out that the A30 was the best price performance fit. ## Run Rapids Run I ran some SQL queries using Rapids and the results were a bit disappointing. Some of the less complex queries, mostly with lateral view explode, gave a x3 - x5 factor over the CPU. Some showed much lower factors while some queries even crashed. I started to ask around in Rapid's github repo, played with the relevant Spark and Rapid's specific parameters and started to get better results. The relevant parameters were: - sql.files.maxPartitionBytes - The CPU uses a default value of 128MB, for the GPU it is too low. We are using 1-2GB. - sql.shuffle.partitions - We found the 200 default to be good enough in most cases. - rapids.sql.concurrentGpuTasks - Determines the number of tasks that can be run concurrently on the GPU. You should try to use at least two. Tuning these parameters helped the queries to run more smoothly and perform better in some cases. ## First Bottleneck So what is holding us back? We've profiled some of the less performant SQLs and saw that most of them wasted a lot of time while parsing Parquet's footer data on the CPU. Our Parquet data has more than 1500 columns and apparently the regular Java code that is parsing the footer was not adequate for such a big footer. Figure-3 shows a snippet of NVIDIA's profiler output showing a 9 seconds Spark task, where the GPU was mostly idle and only worked for 330ms. Figure-4 shows a flamegraph of one of our queries that suffered from this behavior. The purple bars indicate time spent inside the org.apache.parquet.hadoop.ParquetFileReader class. Almost 50% of this query time was spent on parsing Parquet's footer, during that time the GPU was idle. We set off to test an idea we had. When parsing the footer, Parquet's code would iterate over the footer metadata serially for each row group. We made some adjustments to Parquet's parameters and decreased the number of row groups we had in each file. That gave us about 10-15% improvement but obviously was not enough. Remember that we have 1500 columns so each time a footer metadata is read, even though we're only asking for 50-100 columns per query, the entire 1500 metadata would be read and parsed serially. We wanted to index the footer metadata so that instead of reading the entire 1500 columns data serially, we'd just access it directly. We managed to pull this off by changing Parquet-mr public code in C++ and Java and did get nice performance results, however it was too cumbersome and complex. Luckily for us, the Rapids team at NVIDIA came with a much better idea and replaced the Java code with Arrow's C++ implementation. We now have the rapids.sql.format.parquet.reader.footer.type set to NATIVE by default for our GPU implementation. Bottleneck resolved. No more queries with the GPU idle because of footer parsing overheads on the CPU. ## Network Bottleneck The next bottleneck was caused by the fact that the network card was too weak. While the 10Gb/s ethernet card sustained the CPU load, it failed to do so for the GPU load. Replacing it with a 25Gb/s card, resolved this bottleneck. ## Disk I/O Bottleneck So two bottlenecks resolved, queries still run slow, now what? Looking in Spark's UI page, gave a clear indication as to what is happening now. See the following table.    Metric  Min 25th percentile  Median 75th percentile Max  Duration  0.4 s  0.6 s  0.8 s  1 s  1.2 min  GC Time  0.0 ms 0.0 ms  0.0 ms  90.0 ms  0.5 ms  Shuffle Read Size/Records  21.4 MB/1000  22.3 MB/1000  22.5 MB/1000  22.7 MB/1000  27.3 MB/1000  Shuffle Write Size/Records  17.5 MB/1000  17.9 MB/1000  18 MB/1000  18.1 MB/1000  18.1 MB/1000  Scheduler Delay  3.0 ms  5.0 ms  5.0 ms  7.0 ms  3 ms  Peak Execution Memory  64 MB  64 MB  64 MB  64 MB  64 MB  Shuffle Write Time  9.0 ms 13.0 ms 18.0 ms  21.0 ms 59 s As can be seen above in the Max column, the task's duration is 1.2 mins, while Shuffle Write Time is taking 58 seconds. Apparently we waste a lot of time doing shuffle work while the GPU is idle again. Figure-6 shows the appropriate event timeline graph. The orange part is shuffle times, read or write. The green parts are compute time. We're wasting a lot of time reading or writing shuffle files.Our shuffle files can get up to 500GB and higher in some queries. Obviously we can't keep this huge amount of data in the server's RAM so the shuffle files are stored in the local SSD drive. After a quick investigation with our K8s and IT teams, we figured out that the SSD drive was configured to use RAID-1, i.e. each temporary shuffle file was saved twice to the disk. This is absolutely a waste of time. Switching to RAID-0 somewhat improved the situation. The next thing was to switch to a 6TB NVME drive. That nailed it. We did have to take one of the GPUs out so that the NVME can be used but from that point we did not have any further performance issues with shuffle read or write. We also found out that, for our workload, one such NVME is capable of sustaining the load of two A30 GPUs. As with the network card bottleneck, the GPU put much more pressure on the SSD drive than the CPU to the point that we had to replace the SSD with a NVME disk.What about K8s?The move to K8s from a stand alone POC machine involved a lot of configuration work and small details but was quite straightforward. The basic idea is that Spark's driver would sit on a non-GPU machine and each K8s POD would be associated with a single GPU. A “Getting Started with Rapids and Kubernetes" tutorial can be found here. Figure-7 shows some of the major K8s relevant configurations.How fast is the GPU?The most interesting question when migrating a project from the CPU to the GPU is usually: What's the factor? For a real world cluster with multiple GPUs the answer would be: How many GPUs do I need to sustain a load manageable by my X CPU cores. That's your factor.Current StatusWe set up a system with two A30 GPUs and streamed the production data to it in parallel with our real big CPU cores production environment. Figure-8 shows two of our heaviest queries running in the production CPU cluster and on the server with the two A30 GPUs.The yellow and green lines are the hourly total time across all tasks numbers of the two queries running on the CPU cluster. The blue and orange lines are the same queries running on the GPU server. GPU factors, for total time across all tasks, are x20 and above. Figure-9 shows a zoom in view of the GPU runs. You can see that they behave similarly to the CPU in that the graph behaviors are roughly the same.The next interesting graph shows the factor of all the queries we've migrated to the GPU and their counterparts on the CPU. The GPU run is missing the biggest query, which we are still working on migrating to the GPU. It should probably add another 200 hours per day to the GPU total time. See Figure-10 to see the daily accumulated factors, they are aligned with the x20 factor we've seen in Figure-9 as well.While we emphasize “Total time across all tasks" in the above images and text, as we go deeper and deeper into migrating more analyzers to the GPU, we've realized that a more important and accurate metric is the “duration" metric. In order to better evaluate the expected performance boost from the GPU, we've set a test cluster with 100 CPU cores, ran our queries and compared the duration of each environment for each query. The end game here is to be able to say that 100 CPU cores work took 4 minutes, for example, while one A30 GPU finished the same work after 2 minutes. That would indicate that one A30 GPU performs the same as 200 CPU cores, as a matter of fact, most of our analyzers showed this performance ratio in production.What's next?Next would be to move more queries from other R&D departments to the GPU, which will result in increasing the number of GPUs in production. We've already on the verge of migrating another group of 15 heavy queries to the GPU. Soon we're also getting dozens more A30 GPUs to join our GPU cluster and enable us to better cope with current and near future load. QA and monitor the system more closely while in production.ConclusionThis has been an amazing joy ride effort during which I got acquainted with Rapids. Learn all sorts of aspects that I haven't had too much interaction with so far such as Parquet internal stuff. We had to Identify and cope with hardware limitations and push the GPU to its edge. The results, however, are extremely rewarding. This post, in another version of it, was also published by NVIDIA on their own blog site and can be found here: https://developer.nvidia.com/blog/gpu-integration-propels-data-center-efficiency-and-cost-savings-for-taboola/AcknowledgmentsThis huge effort could not have been successful without the support, assistance and patience of two great groups of people. Taboola: Andrey Gourine, Gilad Zamoscinski, Igor Berman, Keren Corsia, Lior Chaga and Michael Taranov. NVIDIA's Rapids team: Alessandro Bellina, Hao Zhu, Karthikeyan Rajendran, Robert Evans, Sameer Raheja --- ### Our Journey of Virtualization Change URL: https://www.taboola.com/engineering/our-journey-of-virtualization-change/ Last Modified: 2025-01-14 14:37:15 ## The Dark Ages We initially adopted oVirt as our virtualization platform, and it proved to be a good product with several notable advantages. Its open-source nature allowed us to leverage a wide range of features and customization options. However, despite its strengths, we encountered several downsides and problems that compelled us to seek a better virtualization solution. Two major drawbacks were that it didn't have any working DFS and inventory management issues. Additionally, we faced occasional performance issues and stability concerns with oVirt. Some resource-intensive workloads experienced latency or unexpected behavior, impacting the overall performance of our virtualized environment. These problems became more pronounced as our infrastructure grew, leading to a decrease in productivity and user satisfaction. As you understand, we needed to give a better solution to our R&D teams and an easier/better product for us to manage and maintain. (Source) ## ## KubeVirt to the rescue KubeVirt is an open-source virtualization solution that enables running virtual machines (VMs) on top of Kubernetes clusters. It allows users to leverage the benefits of both containers and VMs, making it easier to manage both traditional and cloud-native workloads in a single platform. KubeVirt uses a custom resource definition (CRD) to define VMs as Kubernetes objects, making them first-class citizens in the Kubernetes ecosystem. This means that VMs can be managed using Kubernetes-native tools and APIs, making them easier to automate and orchestrate. KubeVirt also provides a virtualization API that allows for the creation of virtual devices and drivers, giving users the ability to configure and customize their VMs to suit their specific needs. Also, KubeVirt integrates with popular virtualization technologies, such as QEMU and libvirt, making it possible to use existing VM images and templates with Kubernetes (This made our life easier to migrate from Ovirt). Overall, KubeVirt provides a powerful and flexible solution for managing virtual workloads in Kubernetes, allowing for a more streamlined and efficient approach to managing hybrid workloads. ## ## KubeVirt vs ???? KubeVirt provides several benefits over other products in the virtualization space. Here are some of the benefits of KubeVirt: 1. Seamless integration with Kubernetes: KubeVirt is designed to seamlessly integrate with Kubernetes, allowing virtual machines to be managed as Kubernetes objects. This means that users can leverage their existing Kubernetes skills and tools to manage virtual machines, making it easier to manage hybrid workloads. 2. Customizable virtualization: KubeVirt provides a virtualization API that allows for the creation of custom virtual devices and drivers. This means that users can customize their virtual machines to meet their specific needs, making it easier to run legacy workloads(ahm ahm ovirt) on modern infrastructure. 3. Open-source and community-driven: KubeVirt is an open-source project with an active community of contributors. This means that we can benefit from a wide range of features and integrations contributed by the community, as well as access to support and resources. 4. Flexibility: KubeVirt provides flexibility in terms of the virtualization technology used, as it can integrate with popular technologies such as QEMU and libvirt. This means that users can leverage existing virtual machine images and templates with Kubernetes, making it easier to migrate workloads to Kubernetes(VMs migration). In summary, KubeVirt provides a powerful and flexible solution for managing virtual workloads in Kubernetes, with seamless integration, customized, open-source community support, flexibility in virtualization technology, and efficiency in resource utilization, making it a very strong competitor in the virtualization space. ## ## It's all in the Fog After deciding on the solution, what about the design? Let's start from our needs: - Multi-regional DCs - Management cluster - Easy maintenance   We have multi-regional data centers, which means the solution should be designed to work seamlessly across multiple geographic locations. This means deploying Kubevirt clusters in each region. The management cluster should be used to manage multiple Kubevirt clusters located in different regions, providing a centralized control plane for the entire virtualization infrastructure. The Kubevirt solution should be designed with maintenance in mind. This could involve using tools like Kubernetes operators to automate common maintenance tasks, or designing the infrastructure in a way that allows for easy upgrades and updates without disrupting service availability. ## Our General Stack Won't go into details here, as there are very good articles regarding our stack: - Calico - A networking solution for Kubernetes that provides network policy enforcement, secure network communication, and network isolation. It uses BGP routing and can be integrated with other network plugins. - Rook-Ceph - A storage solution for Kubernetes that uses the Ceph distributed storage system. It provides persistent storage for Kubernetes workloads and can be used to store block, file, and object data. - Velero - A backup and restore solution for Kubernetes that can be used to protect and migrate Kubernetes workloads and resources. It can be used to create and restore backups of entire clusters or individual resources. - VictoriaMetrics - A time-series database and monitoring solution for Kubernetes that can be used to collect, store, and analyze metrics and logs from Kubernetes workloads and resources. It supports a variety of data sources and can be used to create custom dashboards and alerts. - CDK8s (Cloud Development Kit for Kubernetes) - an open-source software development framework that enables developers to define Kubernetes resources using familiar programming languages like TypeScript, Python, and Java. - Argo Events is an open-source event-based system that allows you to trigger actions in response to specific events. ## Fries and DNS Delegations In our multi-region environment, the DNS architecture consists of a main DNS server and fog nameservers for each zone. The main DNS server handles different types of DNS queries like PTR, CNAME, and A records, while the fog nameservers are responsible for handling DNS queries for a particular zone. Kubernetes uses kube-dns as its default DNS server. However, we've decided to use CoreDNS. CoreDNS is a flexible and extensible DNS server that is designed to work well with Kubernetes. It supports various plugins and middleware that can be used to customize its behavior to suit your needs. When a DNS query is made related to a Kubernetes cluster, the main DNS server delegates the query to the relevant fog nameserver that is responsible for handling DNS queries for that particular Kubernetes cluster. The fog nameserver then uses CoreDNS to resolve the service name to an IP address. (Snippet from coredns config) Managing DNS in a multi-region environment with Kubernetes and CoreDNS can be challenging, but it provides several advantages over traditional DNS architectures. By using CoreDNS as the DNS server in Kubernetes and delegating DNS queries to the appropriate fog nameserver, you can simplify your DNS architecture, improve reliability and availability, and customize DNS behavior to suit your specific needs. ## ## Fun, Games and Migrations Migrating from oVirt to KubeVirt involves moving virtual machines from one platform to another. The migration process requires careful planning, as it involves evaluating the compatibility of the VMs with KubeVirt, and ensuring that the necessary tools and configurations are in place, and that Ovirt is a production system. In order to streamline the process, we've created a custom script that automates the migration of VMs from oVirt to KubeVirt. The script takes into account our specific needs, such as integration with Foreman, templates and ensures a smooth and efficient migration process. (Snippet from migration script) ## ## Continuous Deployment? Challenge accepted It's all fun and games, but how do we manage this monster? ArgoCD to the rescue! With the growing adoption of Kubernetes, many CD systems have emerged to support containerized workloads. Among these systems is ArgoCD, an open-source project that provides GitOps-based continuous delivery for Kubernetes. ArgoCD offers several benefits over other CD systems, including: - GitOps: ArgoCD uses a GitOps-based approach to manage Kubernetes resources, which means that all changes are committed to a Git repository and automatically deployed to the cluster. This approach provides a single source of truth for the entire infrastructure, making it easier to track changes, rollbacks, and security compliance. - Declarative Configuration: ArgoCD allows users to define the desired state of the Kubernetes resources using YAML files, enabling declarative configuration management. This approach simplifies the management of complex Kubernetes environments, making it easier to manage configurations across multiple clusters. - Multi-Cluster Support: ArgoCD provides a single control plane for managing multiple clusters, making it easier to deploy applications across multiple environments. This feature is particularly useful for organizations with a large number of clusters, as it simplifies the management of resources across multiple Kubernetes clusters. - Advanced Rollback Capabilities: ArgoCD supports advanced rollback capabilities, enabling users to easily rollback to previous versions of the application or infrastructure. This feature is critical in ensuring high availability and minimizing downtime. - Scalability: ArgoCD is highly scalable, making it ideal for managing large and complex Kubernetes environments. It is designed to work with Kubernetes-native tools like Helm, Kustomize, and Jsonnet, enabling users to customize the deployment process as needed.   At our organization, we use ArgoCD to manage our KubeVirt environment and infrastructure, which includes Calico, Rook-Ceph, Velero, Victoria Metrics, and CDK8s. With ArgoCD, we can manage all our Kubernetes resources from a single control plane, enabling us to deploy applications rapidly and at scale. We can also use ArgoCD's declarative configuration management to simplify the management of complex Kubernetes environments, making it easier to manage configurations across multiple clusters. In addition, ArgoCD's advanced rollback capabilities and multi-cluster support ensure that we can maintain high availability and minimize downtime in the event of an issue. And with ArgoCD's scalability, we can easily manage our growing infrastructure without compromising performance. In conclusion, ArgoCD provides several benefits over other CD systems, making it an ideal choice for managing our multi region environments and infrastructure. Its GitOps-based approach, declarative configuration management, multi-cluster support, advanced rollback capabilities, and scalability make it a powerful tool for deploying applications rapidly and at scale. (Source) ## ## Events? What events? If you were reading closely, we are using foreman as our inventory management. Argo Events is an open-source event-based system that allows you to trigger actions in response to specific events. It enables you to easily define, route, and filter events using a declarative syntax. With Argo Events, you can create event-driven workflows that can perform various tasks, such as running jobs, deploying applications, or sending notifications. Our use case of Argo Events is deleting foreman objects.We are using sensors to listen to events and automatically delete Foreman objects when a specific event occurs. For example, when a host is deleted, Argo Events can trigger a workflow to delete the corresponding Foreman object, which helps to keep the Foreman inventory up-to-date and clean. Overall, Argo Events provides a powerful and flexible way to automate tasks and workflows based on events, which can greatly improve efficiency and reduce manual effort. (Snippet from argo events hook) ## ## Friends and templates Customizing Kubernetes objects is a crucial task in managing Kubernetes infrastructure. Kustomize has been a popular tool for this purpose, but it has its limitations. In particular, as projects grow in complexity, the resulting YAML files can become unmanageably large and difficult to work with. This can lead to mistakes and inconsistencies in the deployment process. To address this issue, many teams have turned to cdk8s as an alternative to Kustomize. cdk8s is a framework that allows us to define Kubernetes resources using familiar programming languages like Python for objects using a more flexible and modular approach. It allows for the creation of smaller, more manageable YAML files that are easier to read and edit. While cdk8s offers many benefits, one downside is that it is not officially supported by ArgoCD, to overcome this limitation, we've created a custom docker image to ensure compatibility between cdk8s and ArgoCD. (snippet from cdk8s configmap) By doing so, we can continue to benefit from the advantages of cdk8s while also ensuring that our deployment process is reliable and consistent. Now, adding VM's is easy as 1-2-3: (snippet from vm's creation with python cdk8s) This is it for now, Wanted to thank my awesome team, that without them it wouldn't be possible, Alex Bulatov Gal Beniluz Tarek Shama Maher Odeh. --- ### How I Learned To Stop Worrying And Love The Kubernetes Release Cycle URL: https://www.taboola.com/engineering/how-i-learned-to-stop-worrying-and-love-the-kubernetes-release-cycle/ Last Modified: 2025-01-14 14:37:16 ## Our Story and Humble Beginnings Taboola, a company that has more than 500 million daily active users, has been an early adopter of Kubernetes on a massive scale. In the past, the company used to run its Kubernetes clusters using Systemd-based services and deployed them using Puppet as the configuration management tool. However, as Kubernetes releases became more frequent, we found keeping up with the latest updates and new features challenging. Before Kubernetes, we used Nomad clusters to run our containerized applications. However, we quickly realized we needed a more agile and scalable infrastructure. We then turned to Kubernetes and used the "Kubernetes the hard way" project, which was written by Kelsey Hightower from Google, to initiate our clusters. ## Scaling Up Infrastructure: Challenges with Upgrades and Modifications As the company's infrastructure grew, we found modifying and upgrading using Puppet increasingly difficult. The company's infrastructure consisted of 7 large-scale Kubernetes clusters across nine on-premise data centers and tens of thousands of cores. The Puppet mechanism, which works by representing the state of the infrastructure and modifying it to match the desired state, created challenges for the platform team and the service level it provides as it could not perform gradual modifications on the cluster without causing downtime. Consequently, the team accumulated significant technical debt, and we could not keep up with the fast-paced Kubernetes release cycle. We were running an outdated version of Kubernetes while newer versions were already available. The Kubernetes release cycle has also undergone a significant change in recent times. In April 2021, the open-source Kubernetes release team shifted from four to three releases per year. This move ensured a more predictable release schedule and improved software release quality. Despite this change, it's still crucial for companies to keep up with the latest updates and new features in Kubernetes, as it's a rapidly evolving technology that requires continuous learning and adaptation. ## Revolutionizing Infrastructure Management: Our Journey from the Hard Way to Kubeadm To overcome these challenges, we designed a solution to allow us to initiate and re-initiate clusters as quickly as possible. We moved away from Puppet and adopted a more agile and scalable infrastructure management approach. The Kubeadm, a tool to initiate and manage Kubernetes clusters, had become stable and been increasingly adopted. The team created a new development cluster separated from the production infrastructure for testing and experimentation. This approach allowed us to build, break, and rebuild faster. It helped us catch up with the latest version of Kubernetes. ## Upgrades Management Process After restructuring our infrastructure, upgrades and maintenance work became vastly more manageable. We created a process to apply upgrades on our clusters with zero downtime for production services. We divided the process into three steps: - First, we gather and decide on all the new software versions that construct our infrastructure. - Second, we build and test the upgrade process with our development cluster. - Third, we schedule and upgrade our production clusters. The first step is to plan the upgrade process. It is more of an engineering job than an execution job. We list all the infrastructure applications that construct our Kubernetes platform and check the next stable and LTS version for them. We never take the latest and greatest because we prioritize stability over features. We check the compatibility of those applications with the new API versions. We also check what versions are highly adopted on other large cloud providers. In every Kubernetes version update, we must upgrade essential infrastructure applications like the Calico CNI, Rook, Istio and more, which is a challenging upgrade process to plan. We test every procedure we plan on the development cluster. We pick versions and then simulate the entire process. After that, we have an idea of what will happen in production. Usually, we need to tune versions due to incompatibility, or some applications already have new minor versions by the time we simulate. We run the process dozens of times until we perfect the technique, And only then do we schedule a maintenance day to apply on production. We call it the "Kung Fu" method, and it works. ## Automated Upgrade Service Once we start to upgrade, we actively operate and monitor upgrades of the control plane nodes, as they are inherently more sensitive than regular worker nodes. We automated the worker nodes upgrade process for the rest of the cluster with a service we wrote in Golang. We designed the service to manage the entire process from start to finish. To do it, we set the following goals in mind: a. Run the upgrade process in the background without human intervention. b. Zero downtime for the services that run on the platform. The service will continuously monitor the cluster's health and resources. It will pause if there are insufficient resources to operate the cluster or if the cluster health gets degraded. We wanted the service to have similar functionality to the rolling deployment mechanism of Kubernetes in the sense that when the upgrade is stuck, or the cluster is unhealthy, it will cease to continue. When the cluster comes back to a healthy state, it will resume the upgrade. The upgrade service can be configured with options like "max surge" and "max unavailable" as with the rolling deployment feature of Kubernetes. The service can also be configured with options like: upgrade one or multiple nodes simultaneously, the number of nodes that can be operated at once, the number of failed nodes that will halt the entire upgrade process, the waiting time between operations, and more. The service has two major components: a controller and an executor. The controller monitors the cluster and decides which nodes to upgrade. The controller marks those nodes, drains them, and initiates a single executor for each marked node to operate. The executor is a separate unit from the controller and can be replaced with different functions. We used the Ansible configuration management tool for the upgrade process, as it required running Linux commands and the Kubeadm tool commands. The executor is a Pod launched via a Job manifest by the controller. The image of the Pod contains Ansible installed on a tiny Linux distribution. The entrypoint runs an Ansible playbook to upgrade the node to a newer version. The executor can be used dynamically to run different playbooks on demand. We used Kubernetes ConfigMap as a mounted volume to pass the playbook file into the container. The executor is scheduled on one of the control-plane nodes to avoid conflicting with a node in the process of an upgrade. If the executor fails, the Job will reschedule the pod until it succeeds or has exhausted all attempts. The upgrade playbook covers all operations needed to upgrade a node, including installing new packages, modifying configurations, and restarting appropriate services. After the executor finishes upgrading a node, the controller runs tests to ensure proper functionality. If successful, the node will be returned to the cluster. The controller continues upgrading nodes until the cluster becomes unhealthy or all nodes are successfully upgraded. The executor can be replaced with other executables, making it useful for additional operations. ## Automated Upgrades for Error-Free Large-Scale Deployments One of the benefits of using an automated upgrade service is the reduction in likelihood of human error, which is especially important in large-scale deployments like Taboola's. With an automatic process, the team can be confident that each node is upgraded correctly and that the process is consistent across all nodes. Another benefit is that the team can save time and resources. Without the automated service, upgrading worker nodes would require manual labor, which is time-consuming and error-prone. With the service, the team can focus on other tasks while the upgrade is performed. ## Danger, Robot in Action Implementing an automated upgrade service has its challenges. One challenge is that the service must be carefully designed and tested to ensure it works reliably and efficiently. The team needs to consider various factors, such as the cluster's size, the available resources, and the workloads running on the cluster. The service serves us well today, and we use it often. For example, we also used the service for a "docker sunset" project. The project aims to replace the Docker runtime with the Containerd runtime on our production clusters. Initially, we were only installing Containerd on new nodes joining the cluster. However, it had to be replaced after Docker became deprecated as a container runtime in the Kubernetes ecosystem, So we used our service to ramp up the process of shifting to the new runtime app. We designed an executor that applies a reinstall function on nodes to reinstall them as Containerd machines. The result is a faster and more controlled process by using the service. Bottom line, by using Kubeadm and creating a separate development cluster, we were able to overcome our challenges of keeping up with the fast-paced Kubernetes release cycle. Adopting a more agile and scalable infrastructure management approach is crucial for companies that use Kubernetes on a massive scale like Taboola. With our upgrading processes in place, we can keep everything up to date and promote new features for our R&D teams. --- ### Insights From My First Year as Integration & Support Team Lead at Taboola URL: https://www.taboola.com/engineering/my-first-year-as-an-advertiser-integration-performance-experts-team-lead-at-taboola/ Last Modified: 2025-01-14 14:37:16 I never saw myself as the managerial type. Probably due to the manager typecast I saw while I was serving in the military and previous workplaces. Where a manager has to be assertive, loud and know how to “get things done." Therefore, when I was offered my first leadership role after 2.5 years at Taboola (and 10 years in technical roles), my first reaction was fear. Am I a good fit for such a role? How will I handle difficult situations? Wouldn't it be awkward to manage people who up until recently were my colleagues? Then again, I have a strong belief that anything can be learned and 'how to be a good leader' is one of those things. I have accepted the offer and spent the next month consulting, reading, listening and watching materials about management and leadership. I came to realize that there are many different types of leaders, and I can choose what type I would like to be. And that qualities like patience, empathy & listening can actually be very valuable for such a role. I can be the type of leader I would like my manager to be. As I end my first year in a leadership role, it seemed like a good time to reflect over the past year, and share several insights & guidelines that help me in my day to day job and remind me what I should focus on (hint: the team members). ## When you need to make a decision, keep your team members in mind Sounds pretty generic and simple but it requires dedication, perseverance and patience. For example, - When there's a task you can complete quickly, but your team member will get value by doing it, delegate it to your team member (even if it will take longer). - Insist on a certain training/documentation that will be in your team member's local language. - When a mission fails, take responsibility Instead of blaming your team member, support him and think together what should be improved for next time. ## Act the way you would want your manager to act This is an important practice I have been trying to follow since I took on the role. A simple rule that can make it much easier to decide how to act is to think how you would like your manager to react in a similar situation. - Show appreciation when your team member is working hard - Offer help when your team members are on a dead end - Inform when you are late or canceling a meeting * If you'll be late for a meeting with the VP, obviously you would inform him/her and add an apology to it. A good rule of thumb would be to treat your team members the way you would treat the VP. ## Take a deep breath before criticizing In other words, try to step into your team member's shoes. Sometimes, your team member will fail in an assignment you expected him to succeed in. In such cases, the first reaction might be blaming the employee and thinking “how the hell did he screw it up?!" On a second thought, you might recall that the employee had some personal matters lately causing him to lose focus. Or that he handled a few other tasks this week with great results and you are judging him solely based on one incident. Before reacting, take a breath, think together with your team member what went wrong and how you can help. ## Transparency Relates to the second principle - act the way you would want your manager to act. For me personally, it is hard to be engaged on a mission I don't understand, and the rationale behind it was not clearly explained to me. Therefore, when displaying a certain mission to my team members, it is very important for me to explain first why we are doing it, what is the logic behind it and the importance of it. Not just ask them to do it “because I said so". ## Give credit One of the challenging changes to make when shifting from a technical role to a leading role is that you no longer rely only on yourself. The team's success is your success. It is ok to (and you should) give the credit to your team members and let them stand out. Seeing your team members grow, improve and succeed is one of the most satisfying feelings you get as a leader and a good indication that you are doing something right. "The leaders who get the most out of their people are the leaders who care most about their people" Simon Sinek --- ### Taboola’s shared GPU experience URL: https://www.taboola.com/engineering/taboolas-shared-gpu-experience/ Last Modified: 2025-01-14 14:37:16 What happens when you set a goal to increase Taboola's critical data processing path capacity, which is in dire need of more juice? You get a x2 performance boost! In this blog post, we'll describe how Charles from the algorithm team, Gilad - our cloudification team leader and myself from Data platform, managed to double our machine learning training pipeline throughput. Taboola, processing hundreds of TBs of daily data, has many different data processing pipelines, where disciplines from various areas usually intervene. One such data processing pipeline, which we'll describe in this blog, runs many intense machine learning algorithms on huge amounts of production data. This important pipeline is used to gain business insights into how Taboola's users and sites interact with each other. Its output later translates into improving the quality of our recommendation models, the very core of our business. In order to be able to process multiple TB of new data every hour, we make use of all types of software and hardware buzzwords, such as Kubernetes, Volcano, machine learning frameworks running on heterogeneous CPU and GPU clusters. Improving the machine learning pipeline performance directly translates to increased throughput when training our different recommendation models. This also translates into reduced hardware costs. Another very important side effect is the fact that our algorithm team can now run and test more (and different) algorithms on the same hardware, thus improving our recommendation engine AI even further. So, let's dive into the technical details of how we've accomplished just that. ## Initial performance analysis Taboola trains many of its big TensorFlow networks on a heterogeneous on-prem GPU clusters consisting of more than one hundred P100, V100 and A100 GPUs. We're re-training all the networks daily on real life, live, production data. Obviously this process takes a lot of time and resources. In order to improve the cluster's performance and optimize its work, mainly so we finish the work within the desired time frame, we decided to launch a performance analysis effort and explore the short and long term optimization opportunities we can use. The initial performance analysis showed us that the TensorFlow networks did not take full advantage of the GPUs capabilities. The GPUs were relatively underutilized as shown by the nvidia-smi tool. The initial load was around 30-40% during peak time. Profiling the network's while it trained, using NVIDIA's nvprof tool, assured us that there were some significant gaps in the timeline where the GPU was idle or not fully utilized. The empty slots in NVIDIA's nvprof output in Figure-1 shows exactly how much percentage the GPU was idle out of the whole timeline. Diving a bit deeper into the code, we saw that a certain time consuming TensorFlow op was running entirely on the CPU and not on the GPU. At this point we started to look for some low hanging fruits optimizations that we could use. After all, the idea is to get as much run time within the GPU and let the CPU manage the OS, IOPs and code path. We've noticed that the default TensorFlow implementation uses almost 100% of the GPU VRAM upon initialization. We started wondering whether allocating the entire GPU's VRAM was mandatory for the network to run and whether we could squeeze two concurrent trainings at the same time on the same GPU. It soon became clear that we could decrease the memory requirement, per trainer, to just under half of the 16 GBs installed in the P100 and V100 GPUs, using the following code fragment: We let the various trainers run using this configuration for a few days in production to verify they run as expected, don't crash and yield the correct algorithmic results. Once we were able to observe this is the case, we could move on to the next stage. The next step was to launch two different networks concurrently on each GPU, each of which taking 40% of the GPU's VRAM. This is not a “text book" solution as the two trainers will be synchronized by the NVIDIA driver and things will not really run concurrently on the GPU. However, since part of the trainer's time is spent on fetching data from a remote HDFS server, CPU ops etc, we hoped that all these components would overlap each other and we would improve the overall throughput. ## Putting it all together Sure enough, we were able to achieve performance gains (almost double the performance) using this technique. That effectively meant that we were able to run twice the amount of work on the same number of GPUs without adding new hardware as well as meeting our production deadlines of running all the algorithm team's networks within the needed time frame. Figure-2 shows how the number of trainers increased once we opened the shared GPU feature in production. The orange horizontal line shows the actual physical number of the GPUs in the cluster. The left side of the graph shows the number of trainers running concurrently in the cluster, prior to our optimization. The right side shows the number of trainers running concurrently after the shared GPU mode was enabled. As can be seen, we were able to process twice the number of trainers on the same hardware as before. Going forwards we plan to investigate which parts of the network ops can be further optimized and most significantly, which ones run on the CPU and can be migrated to the GPU. Now it was time to test it in a production-like environment to test all the code and configuration changes to see if we actually gained the performance boost. ## Cloudification magic The next thing to implement was to configure the system to run as it would in production, i.e., schedule two TensorFlow networks simultaneously on the same machine. Volcano and Taboola's cloudification team to the rescue. Taboola uses a Kubernetes cluster to manage a significant part of our CPU and GPU servers. The algorithm's team ML training takes place on the various Kubernetes jobs. The Kubernetes job controller creates a TensorFlow pod that is scheduled based on an allocatable GPU to a node. When we started looking at options for implementing the scheduling of two pods running concurrently on the same physical machine and GPU, we realized we needed some extra management layer to enable us to do so. There were a couple of available open-source tools to allow just that. The first tool we looked at was Volcano, a cloud-native batch scheduling system for compute-intensive workloads. The other option we considered was Alibaba's device plugin and Nvidia device plugin with the CUDA Time-Slicing feature. After a quick evaluation process, we decided to go with Volcano. Volcano allowed us to implement GPU memory-based scheduling differently than the standard GPU compute based scheduling approach. The Volcano project was accepted to CNCF on April 9, 2020 and is at the Incubating project maturity level. It also supports popular computing frameworks such as TensorFlow and Spark, two technologies we heavily use, and this seemed to be a reasonable choice. The scheduling of two concurrent processes on the same physical machine and GPU is based on the GPU's memory size. Since we discovered that about 40% of the 16GB of the GPU's RAM was sufficient for a single standard trainer, we based the scheduling on this parameter, allowing us the flexibility to allocate a larger portion of memory to "heavier" models and schedule them alongside smaller memory usage models. So the total GPU device utilization will be higher.We use the Volcano environment variable to calculate the TensorFlow 1 memory fraction configuration or set the TensorFlow 2 virtual device memory configuration: One of the implementation issues we encounter in the process is with MIG (Multi instance GPU) enabled GPUs like the Nvidia A100.The GPU device plugins expose the resource to Kubernetes and assigns the GPU to the container based on the device index. In MIG enabled GPUs, all MIG instances share the same index of the physical GPU device. We tuned the Volcano device plugin to use the GPU and the MIG instance UUID as the unique identifier. Taboola pushed forward this effort and created this pull request which is still a work in progress, but it's stable in a large production environment for quite a long time. Figure-3 shows a typical yaml configuration file that uses Volcano to achieve our goal. In the future, we are looking into Volcano queuing mechanisms to better support backfilling workloads like large hyperparameter tuning jobs. ## Final thoughts Taboola is processing huge amounts of data every hour, multiple TB of data, and this obviously requires a complex and efficient pipeline to process all this data. One of these pipelines is running our ML models over and over to enable us to better understand what to display to the users at each specific point of time and site. We run our ML models using a complex software and hardware environment including over 100 NVIDIA GPUs orchestrated by kubernetes, Volcano, Dockers, TensorFlow and other software components. In order to squeeze more juice out of these pipelines, we went on to optimize the GPU usage, after identifying they are underperforming. Our efforts paid off and we reached a very nice x2 in throughput using the same hardware. We effectively gained x2 the number of GPUs for “free". Our longer term goals are to further squeeze the ecosystem's performance by, for example, optimizing our ML pipeline, migrating to Keras, exploring migrating CPU ML components to the GPU and exploring improving I/O operations as well. --- ### Production Incidents - 7 Practical Tips to Help You Through Your Next Incident URL: https://www.taboola.com/engineering/production-incidents-7-practical-tips-to-help-you-through-your-next-incident/ Last Modified: 2025-01-14 14:37:16 When your product or service is in downtime you lose more than just money. You are losing the trust of your users and partners. Therefore being proactive and doing what you can to prepare for production incidents is essential. Here are 7 pieces of advice to help you and your team prepare and deal with production incidents when you encounter them. ## Before the incident: ### #1 Don't let error logs fall through the cracks You probably use some kind of a logger in your service to log errors and other informative data, If not, it's time to start! For example, when an exception is raised, a lot of developers write something like this: try { //Block of code to try } catch(Exception e) { logger.error(“Got an exception, context: %s”, e, context); } If your service log is swelled with unknown exceptions you should be worried, because bad things are happening and users may be impacted. Therefore, you should monitor any error logs in your service and fire alerts. Some errors may not be so bad and some may be brutal, you should decide for yourself which ones you want to get alerted for. The ELK Stack is currently the most popular log management and logs analysis platform in the market used for monitoring. You can run a periodic query on top of Elastic Search to find undesired errors, and fire alerts when they happen. ### #2 Catch bad behaviors early by adding statistics to your service. Understanding the “status" of your service is essential for ensuring its reliability and stability. Detailed information and high visibility of the processes in your service not only helps your team react to issues but also gives them the confidence to make changes. One of the best ways to gain this “status" insight is with a robust monitoring system that gathers metrics, visualizes data, and fires an alert when things appear to be broken. A robust monitoring and alerting system will help you solve issues sooner and will minimize the damage done by the incident. Similarly to logs, you can configure alerts on your service based on statistics such as latency, queue lengths, CPU, memory usage, and so on. Prometheus and Grafana are among the most popular monitoring and alerting tools. You can also set up PagerDuty to make sure you always have an owner that handles incoming alerts. When configuring metrics and alerts, focus on the service purpose. What is its job? For example, If it's serving HTTP requests, then an important metric to set up is the HTTP return status code count. If a service job is to write something to a database, then an important metric to have can be the rate of writes to the database. ### #3 Prepare runbooks and invest in services documentation. It's possible that when things break down the owner/expert of the broken service will not be available, or the person dealing with the incident might be clueless regarding how to deal with the incident. Therefore, it's a good idea to have a prepared response plan for dealing with emergencies. (Here are some best practices to write one) The benefit of these prepared response plans (or runbooks) is you don't need an expert to be available every time there is a problem. This in turn reduces the burnout feeling when the same person has to deal with the same problems over and over again. If you can automate these plans it's even better. For example, restart the service automatically if the health check is failing. The downside with response plans is they are written for a specific case. And you can never cover all the cases. So it might be wise to train your incident responders on generic action taking, like finding a log or rolling back a deployment. Another important aspect of this is "service documentation". It doesn't have to be super detailed, but just enough to give the incident responder entry points to the service and critical things to know about it. ## During an incident: ### #4 “Read the damn error message" The first thing you should do when you want to solve the issue at hand is to understand what exactly went wrong. For example, If you get an error message from the log, read it carefully and look for details like: “What just happened", “Where it happened", and only then try to think about “Why it happened" and what you should do about it. So, the error messages in your log are valuable. This is why they should be as detailed as possible, and add important data, so anybody who reads them will know the “what" and the “where" immediately. (Stack traces are great for the “where" part) ### #5 Use data to understand the issue When you encounter a production issue, your first instinct shouldn't be to guess and immediately jump to a conclusion and try to fix the problem, which can lead to wasted time and resources. Instead, you should use the data you have at hand to devise a hypothesis and then validate that hypothesis with hard data. Think about it like playing detective. There are two ways to go about this: induction or deduction. With induction, you locate the relevant data, organize it, and then devise a hypothesis. Once you have a hypothesis, you can use data to prove it and then fix the problem. Deduction works similarly but involves enumerating the possible causes or hypotheses first and then eliminating the ones that don't fit with the data. This allows you to refine your remaining hypothesis until you arrive at a conclusion that can be proved with data. Either way, data should be at the heart of your efforts to solve the issue. ### #6 Aviate, Navigate, Communicate One of the first things pilots learn at ground school is what to do in case something goes wrong with the aircraft - “Aviate, Navigate, Communicate". Aviate means keeping the plane in the air. Navigate - to a safe location. And lastly, Communicate - let ground control know you are in trouble so they can help. We can apply the same principles used by pilots to the software domain too. In cases such as a complete downtime of our system (but not only): - Aviate - Do everything you can to bring the system up first. While saving data so you can analyze the root cause later, like taking a thread dump for example. - Navigate - Keep making decisions even when you lack complete information (avoid Analysis paralysis). - Communicate - Inform everyone that there is an issue, maybe they can help. Credit to Barak Luzon And Ariel Pizatsky who mentioned these principles in an excellent presentation they gave - When The Firefighters Come Knocking. ### #7 Avoid psychological biases and pitfalls Our brain is wired to make decision-making simpler. In doing so, it exposes itself to biases, heuristics, and other quirks that may seem like “bad decisions" in hindsight. One such example is the 'simulation heuristic'. The simulation heuristic is a psychological heuristic, or simplified mental strategy, according to which people determine the likelihood of an event based on how easy it is to picture it mentally. I.E You may think you know the incident's root cause simply because it's easier for you to imagine it. Another example is the “confirmation bias". The confirmation bias is the tendency to search for, interpret, favor, and recall information in a way that confirms or supports one's prior beliefs or values. For instance, you are more likely to find evidence that supports your existing hypothesis, and ignore evidence that disproves it. So what can you do to avoid these human biases? It's hard to say, and I don't think there is a silver bullet here. But being aware of them is the first step to mitigating them. I encourage you to watch a great talk by Boris Cherkasky that dives into how psychological biases affect incident response. ## Wrapping up Investing in a resilient monitoring and alerting system will result in more confidence when performing actions and deploying features on the system. Training your team to react to disasters, will remove the fear of breaking things. As a result, you may increase the development velocity of the now “fearless" developers. --- ### Chasing Ghosts URL: https://www.taboola.com/engineering/chasing-ghosts/ Last Modified: 2025-01-14 14:37:17 Bugs can be annoying most of the time, but if you're lucky enough (or unlucky, depending how you see it) they can also be very interesting. As part of our work in the Data Platform group at Taboola, we experienced one pretty elusive and interesting bug recently. ## Intro First, some background about Spark in Taboola. We use Spark extensively across many services and provide multiple ways to do so. One of the common ways to create a Spark Job is by using our “Analyzers" infrastructure. When someone wants to create a Spark job which is based on our main data pipe, they can usually do it by implementing it as a simple Analyzer. An Analyzer is a Java class that mostly contains only the required Spark SQL query. The rest of the concerns will be handled by our infra - triggering it when new data arrives, writing the result to HDFS in a unified way, loading the results from HDFS into our Vertica database if needed, and handling reruns, monitoring and other Spark complexities. As part of this Analyzers infra, after we get the user's dataset and before we write it to HDFS, we also repartition it, with a configurable small number of partitions. We do that in order to control the number of output files, to avoid creating too many small files and overload the HDFS NameNode which manages this metadata. ## Problem The story begins with a complaint we got from one of the R&D teams saying that something is wrong with some of their Analyzers. Their output tables contained duplicate rows, even though it shouldn't happen because the data is produced by jobs that calculate some simple aggregations using a group-by clause with a few key columns. For example, given a job with the following query: SELECT region, SUM(val) as value FROM input GROUP BY region Its output table contained more than one row per region, for some of the regions, and these rows were duplicates, including the value. So we have a problem, something is not working as expected and the results in the relevant Vertica table are incorrect, but that was basically everything we knew at that point. We had no way of knowing if the issue was somewhere in the Spark job or later in the process that loads the results to Vertica because the relevant data was no longer in HDFS due to retention. We need more data, let the investigation begin. *Side note - Our Vertica tables do not have any primary or unique key constraints because it's causing performance issues when working with relatively large tables. ## Investigation Begins Clueless about the source of the issue, we started taking steps that will provide us more information on the next occurrences of this bug: - We added monitoring on multiple Vertica tables, to alert us as soon as a duplicate row was found. For example, for the given query above, we queried the relevant table every few minutes, counting the number of rows per region and triggered an alert if the count was more than one. - We increased the retention of the relevant directories in hdfs, so we can inspect the Spark jobs output once we will get an alert for the corresponding table in Vertica. - We tried to reproduce the issue in a test environment, to see if we can get anything and understand if that's an issue in the specific executions of the relevant problematic timeframes. - We tried to look for suspicious Spark tickets that may be related (here) The tests were not successful, we didn't manage to reproduce the issue, but one day later we already got our first alert. We had new duplicate rows in one of the tables, and now that we still had the data in HDFS we could inspect it as well. We could now see that it's not an issue with the load to Vertica. The duplicate rows were already present in the data in HDFS, which means that we have a problem with our Spark Jobs. ## Collected Evidences We encountered this issue only a few times during a period of a few weeks since the first alert, but it was still enough to gather multiple observations along the way: - The issue rarely happens, and when it does - rerun fixes the data. We have hundreds of Analyzers in Taboola, each of them can be triggered multiple times per hour, and yet during a period of a few weeks we encountered the issue only a few times. - The issue affects a relatively small portion of the result rows. When it happens, only a relatively small subset of the result rows were duplicated. - The duplicates issue was a problem in multiple Analyzers, not only some specific victim. All of them were quite simple without any esoteric operations, just some simple aggregation - grouping by a few key columns and calculating the sum of a few values etc. - This is not only a duplicate-rows problem, we have missing rows too and their count is identical to the duplicate rows. In one of the first alerts, we counted the rows of the problematic execution in order to compare it to the rows count after the rerun. The rerun fixed the data, we no longer had duplicate rows in it, and yet - the total rows count stayed the same. If the rows count had the same value with and without the duplicates, it means that after the rerun we had rows that were missing from the first attempt, and their count is the same as the duplicates count. - When the issue occurs, the Spark job finishes successfully, and the duplicate rows are present in different files. When we got the first alert, we examined the data of the relevant execution in the corresponding directory in HDFS. We noticed that the job finished successfully and each single file didn't hold duplicates on its own. The duplicate rows appeared in two files, for example - some specific row was once in part-0 file, and once in part-4 file. - We saw correlation to shuffle fetch failures. Every time that we got an alert and inspected the execution we saw FetchFailed exceptions. When Spark needs to perform a shuffle of the data to redistribute it differently across partitions, the shuffle will happen as follows: First, the map side tasks will map the rows of each source partition to the new target partitions and store these shuffle data blocks locally. Next, the reduce-side tasks in the following stage will try to fetch their subset of shuffle data from the previous tasks locations in order to create the new partition and continue. When they fail to fetch this data, FetchFailedException is thrown. - We found a Spark ticket (SPARK-23207) that felt related to our issue. It was talking about a repartition operation and a failure that may lead to duplicate rows in the results. The thing is - this issue was fixed in a much earlier Spark version than ours, in Spark 2.x, while we were using Spark 3.1.2. On top of that, the ticket also provided an example code to reproduce it, and when we tried to execute it with our version, we didn't get duplicates. - Seems that we stopped getting duplicates in jobs once we disabled our pre-write repartition call (the one that we mentioned earlier, that we're adding before the write in order to control the number of output files). Despite the failed attempts to reproduce the above Spark issue with our version, this direction was still our main suspect. Why? One of the tests we were running as part of the investigation was to disable the pre-write repartition, for some of the Analyzers. We didn't experience the bug for this test group anymore. ## Theory - Intro With those observations in mind and after revisiting the fixed Spark issue, we came up with a theory that can explain what is going on and why the previous fix in the mentioned Spark ticket was not enough. Let's explain it with our per-region aggregation query example. Given such user's query, the full Spark job will be made of: sparkSession.sql( “ SELECT region, SUM(val) AS value FROM input GROUP BY region ” ).repartition(3) .write() … As mentioned earlier, we take the user's dataset, which is a result of a simple per-region aggregation query in this case, add a repartition call to reduce the number of the output partitions (to 3 in this case), and write it in HDFS. Such a job will have the following structure (The diagram is partial, we focus on the main details): It will be composed of 3 stages. - Stage 1 - Read input data from HDFS, calculate local partial sum of val per region, and map the results rows to the relevant shuffle data partitions, based on their region column that was used in the group-by, using hash partitioning. - Stage 2 - Read the shuffle data from the previous stage, calculate the final sum of val per region, and map the results rows to 3 partitions. The partitioning of rows to partitions is based on round robin partitioning, but we will get back to that soon. - Stage 3 - Read the shuffle data from the previous stage, and write the results to HDFS. The first shuffle, that separates stages 1 & 2, was created as a result of the group-by operation. The second shuffle, that separates stages 2 & 3, is a result of the repartition operation. ## Theory - When Things Go Wrong Let's assume that the job has started, stage 1 and 2 completed successfully, and we're somewhere in the middle of stage 3. Some of its tasks have finished successfully, tasks 1 and 3 in our case, but some did not, like task 2, and exactly at that point we're losing some shuffle data from stage 2. How do we lose it? A node that had stage 2 executor running on, died and is not reachable anymore, for example. In this case, task 2 from stage 3 will fail and Spark will trigger retry of the relevant tasks from stage 2, to recompute the missing shuffle data, in order to be able to retry the failed task 2 in stage 3 and finish the job. Before we will talk about the retry, let's first take a closer look at stage 2 tasks: Each task will get the relevant shuffle data from the previous stage and calculate the final sum of val per region, for the subset of regions in its partition. Next, due to the repartition call, the partition will be sorted, based on the hashcode of the rows, and each row will be mapped to its target partition using round robin. Wait, why does Spark sort the rows by their hashcode? When repartition was born, this sorting preparation step didn't exist. This local sort is the workaround that was implemented in Spark to fix the bug in the mentioned Spark ticket (see here). Since the rows order in such a partition is not guaranteed, when a retry of such a task was triggered, the rows order was different and each row was mapped to a different target partition than before. To avoid this issue, a local sort step was added per partition, to make sure that the mapping is consistent across retries. So the partition will be sorted, what can still go wrong on a retry? One more important detail about our job is that the val column data type is double. When dealing with doubles, the sum recalculation might produce a slightly different value when performed in different order (sum of floating point numbers is not commutative). Once a row has changed, its hashcode will change, its position after the sort will change, and it will shift multiple other rows even if they haven't changed. When the rows order after the sort is different, we are basically back to the original problem again. The rows will be mapped to different target partitions because the mapping is based on round robin partitioning. Ok, we might get different target partitions on a retry, but why does it lead to duplicate and missing rows in the results? Need to remember that we started from a point where tasks 1 and 3 in stage 3 have already completed. They finished writing their files and they won't be retried. Only task 2 is going to be retried now. Add it to the fact that the recalculated partition 2' from the previous stage is different than before and you'll get that: - It holds rows that were previously mapped to 1 and 3, and were written already, but now were mapped to 2 and will be written again, causing duplicate rows in the output. - Rows that were previously mapped to 2, and were not eventually written, were now mapped to 1 or 3, that are not going to be written, causing missing rows in the output. And why does the duplicate rows count equal the missing rows count? The recalculated partition in stage 2 is always the same size, because it will always hold the same subset of regions. The shuffle data partitions that are created from it are always the same size too, because the entire partition is the same size and its rows are mapped into target partitions via round robin that always begins from the same one. So, retry or not, part 2 should always contain N rows in total. If X of them are duplicates, we must have X rows that are missing as well. ## Reproducing it Now that we had a theory and we understood the situation better, we wanted to create a test version that will reproduce it consistently in our environment and see the theory in practice. The test job was similar to this: sparkSession.sql( “ SELECT region, SUM(val) AS value FROM input GROUP BY region ” ).repartition(3) .map((MapFunction<Row, Row>) row -> { if (TaskContext.get().stageAttemptNumber() == 0 && TaskContext.get().attemptNumber() == 0 && TaskContext.get().partitionId() > 1) { Thread.sleep(60_000); System.exit(1); } return row; }, RowEncoder.apply(schema)) .write() … - We implemented a simple double-value-per-region calculation as in our examples. - We added a code to kill an executor in the middle of stage 3. After we repartition and before we write the dataset, we added a dummy rows mapper that is not really doing anything but killing the running executor (calling System.exit(1)) after sleeping for one minute if we're in the first attempt and we are not in the first two partitions. We are basically exiting an executor while we are at the first attempt of the 3rd task (partitionId = 2) of the 3rd stage, after we sleep for enough time in order to make sure that the first 2 tasks of this stage will finish successfully. This is not enough yet. In order to reproduce the bug, we want that losing this executor will cause loss of shuffle data from the previous stage, to trigger the desired retry of tasks from stage 2. In order to get it we changed few configurations as well: We executed the job on a small static setup of executors, with dynamic allocation disabled, to make sure that tasks from all the stages are running on all of them. We disabled the external shuffle service, in order to lose the shuffle data when we lose an executor (external shuffle service is an external component in the cluster that can serve shuffle data even when its source executor is gone). And we disabled Spark speculation, to avoid a too-early-retry of our sleeping task, before we wanted it to happen. Success! We got the expected tests results: - We got duplicates on every execution of this job. - When we executed it without repartition, but with repartition that is based only on the region column, we didn't get duplicates. To avoid being dependent on unwanted columns when we repartition, we can provide the key columns that we want Spark to use for the partitioning. For example, instead of: df.repartition(n) We can do: df.repartition(n, col(“region”)) Which will use hash partitioning based only on the region column to partition it into n partitions, so we don't care if the val column has changed a bit on a retry because it won't affect the partitioning. And indeed, this time we didn't get duplicate rows because the partitioning was consistent across retries. - When we executed the same code, including the repartition, but instead of using a double type value column we used an integer column, we didn't get duplicates. ## Conclusion We decided to consider repartition(N) as a non safe operation that should generally be avoided because it can't really be used on an arbitrary dataset. Its result depends on the hashcode of the entire row, including non deterministic columns (e.g. floating point calculations, random values), and we saw that it can lead to correctness issues when retries are involved. We also found a related spark ticket (SPARK-38388). What are the current alternatives? - Coalesce: We said that we mostly use repartition to limit the number of output files, so why don't we just use coalesce? The reason is that coalesce happens too soon in most of our cases. It doesn't add a stage and a shuffle, it works differently by merging the partitions of the given dataset. It's not the desired behavior in most of our cases because we usually have a heavy computation that we want to keep running with the original higher parallelism and limit the partitions count only a moment after that. Using coalesce might cause performance degradation in most of our cases. - Repartition over selected columns: As we saw, calling df.repartition(n) will repartition the rows based on their position in the source partition, after it was sorted by the rows hashcode which is based on all of their columns. We showed that we can avoid the bug by choosing our own safe subset of partitioning columns, as we did in our test with: df.repartition(n, col(“region")).It can create skewed results compared to the uniform partitions created by the round robin partitioning, but in practice it's not really an issue in our case and we usually have wide enough columns to use when repartitioning, so skewness is mitigated. - Working with big decimal data types instead of double/float types: This is a good approach regardless of this issue and used in other places in our system, but it doesn't come for free (more resource demanding), and it's not always required. For every job the owner can decide if floating point calculation is enough in its case or not. In addition, in this case it required more changes on our side and would not fully protect against similar variants of this bug (because, as we mentioned earlier, the floating point issue is only a specific example of this bug, which can generally occur in any scenario with a non deterministic column). Repartition over selected columns was our chosen solution. Since we do that in the infra and not specifically per Analyzer, we implemented it dynamically based on the column types of the given dataset. We get the user's dataset, extract its schema's columns and choose a subset of columns for the repartition based on their types (float & double columns are not allowed, etc). This is the default behavior, but it can also be customized per Analyzer if needed. Note though that this approach is not bulletproof. For instance, a boolean column may be computed based on a float column, and therefore still be non-deterministic. We also plan to check additional directions. One possible alternative that we're looking into includes the new dynamic coalesce abilities that are part of the adaptive query execution in the new Spark versions. We already verified that it eliminates the problem as well, but we still need to test it because we want a solution that will have minimal impact on production. We want to avoid the concern of tuning the hundreds of different queries we have, and adaptive query execution sometimes requires it. --- ### Surviving Spark Upgrade in Production URL: https://www.taboola.com/engineering/surviving-spark-upgrade-in-production/ Last Modified: 2025-01-14 14:37:17 Going to upgrade your data pipeline to Spark3? Read about the issues we encountered while we upgraded the data pipeline in Taboola. Time has come and we decided that we need to move forward and upgrade our data pipeline from Spark 2.2.3 to Spark 3.1.2. One may think that upgrading to the new Spark version is just a matter of a simple version number change in our dependency management. Well, it's hardly ever the case, especially for a core dependency such as Spark, which affects many of our services in our monorepo project. A new version can include well documented API changes, bug fixes and other improvements. However it may also come with some other, not so documented, functionality changes, bugs and unexpected performance issues. In this blog post we will share issues from our Spark upgrade journey in Taboola. A journey that started with a dependency version number change and ended after multiple code adaptations and configuration changes that we applied in order to overcome several issues. We will dive into 8 issues, explain the symptoms that we have seen in each of them, the reason behind it including related Spark tickets. And explain the workaround that we chose to apply for each of them. ## See What Breaks The first step in our journey, and probably the easiest, is changing Spark version and dealing with the failures, be it compilation errors or failing tests. Well, we make it sound easy… As mentioned before, we have a monorepo project, and with hundreds of different production workloads, we couldn't just upgrade Spark, test it all in a couple of weeks and go on with our lives. It was a migration that was cautiously managed over a few months, in which we had to support both old and new Spark versions side by side, but that's for another blog post… Anyway, there were several changes in behavior that surfaced up in our unit tests: ### #1 - Proleptic Gregorian calendar VS Hybrid calendar Spark 3 comes with a change in parsing, formatting and conversion of dates and timestamps. Previous Spark versions used the hybrid calendar while Spark 3 uses the Proleptic Gregorian calendar and Java 8 java.time packages for manipulations. This change affects multiple parts of the API, but we encountered it mostly in 2 places - when parsing date & time data that is provided by the user, and when extracting sub components like day of week and so on. #### Parsing: We have many tests that read their input data from JSON files with schema that includes timestamps fields. These tests now failed due to new strict timestamp parsing. In our case, the parsing failed since there was no match between the provided format “yyyyMMddHH" and the input, e.g: “2019-10-22 01:45:36.0185438 +00:00". Code: sparkSession .read() .schema(getFileSchema()) .json(inputPath) .withColumn("start_ts", unix_timestamp(col("StartTimestamp"), "yyyyMMddHH").multiply(lit(1000))) .createOrReplaceTempView(tempViewName); Luckily, the symptom in this case was a descriptive exception, which had very clear cause: Caused by: org.apache.spark.SparkUpgradeException: You may get a different result due to the upgrading of Spark 3.0: Fail to parse '2019-10-22 01:45:36.0185438 +00:00' in the new parser. You can set spark.sql.legacy.timeParserPolicy to LEGACY to restore the behavior before Spark 3.0, or set to CORRECTED and treat it as an invalid datetime string. Docs: Documentation can be found in Spark migration guide in the section about the Gregorian calendar: https://spark.apache.org/docs/latest/sql-migration-guide.html Solution: As can be seen from the exception, we had two options to handle that. One option was to fix the supplied timestamp pattern in both test and production code. The only problem with this option was the amount of affected tests and jobs. We wanted to move fast so we decided to handle that later, gradually, after the upgrade, and use the other option instead, which is to force Spark to behave the same as in the previous versions by setting spark.sql.legacy.timeParserPolicy = LEGACY. #### Sub Component Extraction: As mentioned above, the time related changes also affect the sub-components extraction API. In our case, we had code that tried to extract the day of week from a timestamp using the date_format function along with the “u" pattern. This wasn't supported anymore and raised an exception. Code: date_format(col("request_time"), "u") Solution: We fixed our code to use the supported DAYOFWEEK_ISO function instead. expr("extract(DAYOFWEEK_ISO from request_time") In Spark3 the array type created by collect_list and collect_set functions is not nullable and can not contain null values. The data type itself has changed, which means that the column type of a column with such an expression is expected to change as well. We first experienced it in our unit tests. We have tests that create some expected schema programmatically and compare it with the results schema. One of our tests started failing after the upgrade due to schema mismatch. While investigating it we found that the behavior has changed in Spark3 in order to comply with Hive behavior. Code: static private StructType getExpectedSchema() { List fields = new ArrayList<>(); fields.add(DataTypes.createStructField("id", DataTypes.LongType, true)); fields.add(DataTypes.createStructField("client_data", DataTypes.createArrayType(DataTypes.createStructField("client_id", DataTypes.LongType, true), true), true)); return DataTypes.createStructType(fields); } Spark issue: https://issues.apache.org/jira/browse/SPARK-30008 Solution: The solution was quick and easy. As the nullability of the column didn't really matter to us, we just changed the expected schema accordingly and created this type with nullable=false in createStructField and containsNull=false in createArrayType. ### #2 - Random using seed produces different results in Spark3 We have code that generates pseudo random numbers by using the rand function along with a given seed. The unit tests that cover this functionality expect a predefined sequence of numbers as a result. Guess what? These unit tests failed. We discovered that the rand function result was based on XORShiftRandom.hashSeed method, which has changed in Spark3. This change caused different return values in the new version. Spark issue: https://issues.apache.org/jira/browse/SPARK-23643 Solution: The solution here was also quick and easy. We fixed the tests according to the new implementation results (as it had no effect on the real functionality of the job that wanted pseudo random numbers for sampling purpose and used seed just for deterministic test results). ### #3 - Quantiles calculation with approxQuantile function produces different results We use approxQuantile function in cases where we need to calculate percentiles, we don't want to pay the price of the exact calculation on massive data and the approximate result is good enough. In Spark 3 a few bugs were fixed in approxQuantile. In our case it was discovered again by a few tests that failed because the return value of this function was now different from the expected value with the previous version. Spark issue: https://issues.apache.org/jira/browse/SPARK-22208 Solution: We fixed the test and changed the expected result based on the new functionality. ## Try It on Production Finally, we had a green build, yay! Now it was time to test real production workloads with the upgraded Spark version. This is where things started to get interesting, and we encountered various performance issues. ### #1 - Constraint propagation can be very expensive When we started testing production workloads, we noticed that several jobs failed with OOM in the driver before any progress was made in the executors. Profiling the driver for each of them revealed that they spent most of their time on InferFiltersFromConstraints or PruneFilters. Both of these are Spark catalyst optimizations rules that rely on constraint propagation. After searching through some Spark issues we found that it's a known issue that wasn't fully resolved yet. There are query plans that can cause this constraint propagation calculation to be very expensive and even cause OOM in the driver due to the amount of memory used. Profiler result: Spark issues: https://issues.apache.org/jira/browse/SPARK-33013 https://issues.apache.org/jira/browse/SPARK-19846 Solution: As mentioned in the Spark issues, the suggested workaround in such cases is to disable constraint propagation. The flag is: spark.sql.constraintPropagation.enabled = false ### #2 - Temp view and cache invalidation For some workloads, the total time across all tasks in one of our jobs was multiplied by 4 in Spark 3 compared to Spark 2. Spark UI revealed the interesting findings. Spark 2: Spark 3: It was obvious that with the new version the job was reading the same data from HDFS several times instead of reusing the cached result. We found that this job was recreating a cached view unintentionally more than once between its calculations, which invalidated the cache with the new Spark version. Code: df.cache(); ... df.createOrReplaceTempView("viewA") Dataset df2 = ...query1FromViewA... ... df.createOrReplaceTempView("viewA") Dataset df3 = ...query2FromViewA... Docs: https://spark.apache.org/docs/latest/sql-migration-guide.html Solution: We changed the code to create the temp view just once, to allow Spark to reuse it. Fix: ### #3 - Degraded compression ratio for repeated fields One of our main Spark jobs writes massive amounts of data into parquet files, about 2TB each hour. With Spark 3 we've noticed a significant increase (roughly 10%) in the amount of data written to HDFS. Such an increase in data size surely comes with a price. In our case, having retention of a month, that's an extra 250 TB in storage (with 3 replicas), and likely slowness in downstream jobs, having to read more data. When drilling down to parquet metadata, we have noticed that while most columns maintained a similar, or even improved, compression ratio, some columns had suffered a severe degradation. It is time to state that the schema of this output contains over a thousand columns, many of them consisting of several nesting levels. One of these columns, containing a list of INT64 values, is our biggest in our schema, and occupies roughly 25% of the entire data. Unfortunately, when we sampled a few row groups, we noticed that the compression for this column severely degraded. It did not go unnoticed that both parquet and snappy versions were upgraded in Spark, and after a bunch of tests we've made with different snappy versions, we have confirmed this to be a degradation with snappy. Spark issues: More details can be found in stack overflow, and we have also opened a bug for snappy. Solution: The solution for us was to downgrade snappy back to 1.1.2.6, keeping in mind that with Spark 3 comes the prospect of using zstd compression. Which significantly improves the data compression in our data pipeline. But that's again for another blog post… ### #4 - Inflation of parquet row groups After overcoming the snappy issue, we could finally see the light at the end of the tunnel. The data size of both Spark 2 and Spark 3 was nearly the same. Now it was time to check downstream jobs over this data, mark a nice V in our checklist and move on. However, when reading the data by various downstream jobs, we noticed x3 times in input size for very simple queries (reading just a few simple type columns out of our huge schema). This was puzzling… How come data size has hardly changed, yet input size spiked? We've confirmed that the encoding and compression of the relevant columns for the query was pretty much the same. Then we noticed something different in the metadata. The data written with Spark 2 had less row groups in each parquet part, and the sizes were more uniform. row group 1: RC:15057 TS:65138984 OFFSET:4 row group 2: RC:15982 TS:60749296 OFFSET:22204117 row group 3: RC:14798 TS:62376888 OFFSET:42677725 row group 4: RC:14190 TS:69236737 OFFSET:63708850 row group 5: RC:17804 TS:61184445 OFFSET:86972402 row group 6: RC:16334 TS:74862179 OFFSET:108491642 row group 7: RC:13662 TS:72208271 OFFSET:132908516 row group 8: RC:16020 TS:55804928 OFFSET:155496590 ... However, with Spark 3 we observed 3-4 times the amount of row groups, and the sizes appeared as saw teeth - trending down gradually and then jumping again to high values: row group 1: RC:11391 TS:40761929 OFFSET:4 row group 2: RC:12215 TS:41366747 OFFSET:16972776 row group 3: RC:10702 TS:46590968 OFFSET:32677534 ... row group 10: RC:2919 TS:10232211 OFFSET:97373151 row group 11: RC:2795 TS:6880899 OFFSET:101956077 ... row group 22: RC:736 TS:1985475 OFFSET:124174705 row group 23: RC:664 TS:1878159 OFFSET:125182769 row group 24: RC:14063 TS:72394491 OFFSET:134217728 row group 25: RC:14307 TS:42351249 OFFSET:158503969 row group 26: RC:10100 TS:23834702 OFFSET:173732904 ... row group 37: RC:2225 TS:5607859 OFFSET:244260674 row group 38: RC:1859 TS:4782242 OFFSET:246965160 ... row group 45: RC:645 TS:1951772 OFFSET:259046729 row group 46: RC:526 TS:2097179 OFFSET:259958806 row group 47: RC:16164 TS:66444278 OFFSET:268435456 ... The reason for that is that Spark 3 came with parquet 1.10, while Spark 2.2 (the version we've used), came with parquet 1.8, and the `max-padding` default changed from 0 to 8MB.This behavior is explained in Parquet row group layout anomalies, but to TLDR it - when writing data at parquet format, parquet-mr tries to estimate how much data to write to a single row group, in order not to overflow from the block size (which would result in a row group split across 2 blocks and harm data locality). Setting max-padding to 0, disables this heuristic approach. In our use case we were less concerned about it, as we don't exploit data locality - our compute clusters are separated from our HDFS cluster. At worst, we're paying the cost of reading two blocks per row group, but we prefer paying it then having an inflation of row groups. Ok, but how does all that explain the growth in input size? Let's take a look at parquet format: row group 1: RC:11391 TS:40761929 OFFSET:4 row group 2: RC:12215 TS:41366747 OFFSET:16972776 row group 3: RC:10702 TS:46590968 OFFSET:32677534 ... row group 10: RC:2919 TS:10232211 OFFSET:97373151 row group 11: RC:2795 TS:6880899 OFFSET:101956077 ... row group 22: RC:736 TS:1985475 OFFSET:124174705 row group 23: RC:664 TS:1878159 OFFSET:125182769 row group 24: RC:14063 TS:72394491 OFFSET:134217728 row group 25: RC:14307 TS:42351249 OFFSET:158503969 row group 26: RC:10100 TS:23834702 OFFSET:173732904 ... row group 37: RC:2225 TS:5607859 OFFSET:244260674 row group 38: RC:1859 TS:4782242 OFFSET:246965160 ... row group 45: RC:645 TS:1951772 OFFSET:259046729 row group 46: RC:526 TS:2097179 OFFSET:259958806 row group 47: RC:16164 TS:66444278 OFFSET:268435456 ... So now imagine that we've tripled the amount of row groups for the same amount of data, as a result - the footer size of each parquet file was tripled. ## Final thoughts Upgrading Taboola data pipeline to Spark3 was an interesting journey. We deepened our knowledge in Spark and got familiar with the changes that come with the new version. We hoped that the changes, bug fixes and functionality improvements of the new version will improve the performance of our Spark jobs, but the truth is that the overall performance of our clusters has not changed dramatically. We did see improvements in some cases, but degradation in others as well. But hey - we can use some fresh new features now, and we are definitely going to try them. --- ### Why We Switched to Redux Toolkit for Internal App Development at Taboola URL: https://www.taboola.com/engineering/redux-toolkit/ Last Modified: 2025-01-14 14:37:17 ### tl;dr Redux Toolkit (RTK) saves time and reduces complexity, and the Redux stewards want it to be the industry-standard approach to architecturing Redux in apps As a tech company, when you have the opportunity to automate repetitive, engineering-heavy tasks, it's typically the smartest route to take in an ever-competitive, ever-complex landscape. These open engineering burdens waste humanpower, exhaust people's time and energy, and tend to create a growing backlog of engineering debt that snowballs quickly. At Taboola we're no different in how we feel about inefficiencies due to unnecessary repetition. To prove this, we recently created a new team, Operations at Scale, in the Publisher domain of our Professional Services department. Our team is dedicated to automating repetitive operations and workflows and to addressing unsolved inefficiencies in the day-to-day work that serves our Publishers. The Operations at Scale team tackles inefficiencies in a number of ways. One main focus is on the development of internal apps, which help remove barriers to entry for key user groups, like our Implementation teams or our Support engineers. Likewise, as a company with a large book of business, we naturally handle a lot of data, and the popular frontend stack for streamlining this data into user-friendly interfaces is React / Redux. Despite an increasing number of options for state management in React like the useState hook, the Redux library remains a common choice for developers due to its reliable performance, powerful debugging capabilities, and scalability. There are some downsides however. These include: - Redux often requires additional installation of other libraries, such as reselect (which can be used to create custom selectors) - Implementing Redux requires a large amount of boilerplate and repetitive code (again not big fans of this at Taboola) - A Redux store is complex to configure, with a steep learning curve Enter Redux Toolkit (RTK). It describes itself as SOPE, which stands for “Simple, Opinionated, Powerful and Effective". By abstracting over the familiar setup process that Redux requires and including common utilities like Immer (which greatly reduces the complexity of depending on spread operations re: state management), RTK solves a lot of the usual issues with Redux raised above. In Operations at Scale, we have found our code has become DRYer (Don't Repeat Yourself), vastly more maintainable, and moving through faster development cycles since we've switched to RTK. Let's look at some examples to illustrate the difference RTK can make to your codebase. Using a simple counter example, an action creator function would look something like this in the standard Redux library: RTK has a helper function that combines this into one clean declaration called createAction. The above could be written like this: Already, the visible difference between the “legacy" implementation of Redux and the RTK implementation of Redux shows not only simplified code, but also the simplification of the domain knowledge necessary for understanding what Redux is doing under the hood. Additionally, the reducer for this example counter in standard Redux is even more complex and requires a greater level of understanding for the engineers who work on the project. It would be like so: RTK provides a utility called createReducer that simplifies creating reducer functions: You may notice that the createReducer RTK code directly mutates the state, which is a violation of the Redux rule to keep reducer functions pure. One of the big advantages of RTK is its inclusion of the Immer package. This is used under-the-hood to drastically simplify immutable update logic by writing “mutative" code in reducers, thus removing the need for excessive JS spread syntax, often a necessary evil in standard Redux to ensure state is not mutated. The RTK utilities we have looked at so far are useful, but you start to see the real power of switching from the standard Redux library when using the createSlice function. This combines createAction and createReducer into one, allowing you to define reducer functions, initial state, and generate the corresponding action creators and types, all from calling one function. Here's how this would look with our counter example: Hopefully, you can now begin to see how creating slices can dramatically simplify standard Redux syntax, with everything in one place, making developers lives much easier. The reason we appreciate Immer and RTK in general is not only for the cleanliness it offers, but because it directly influences the architecture of our state and, likewise, the overall architecture of the app's codebase. Regarding how we develop our ever-growing state object, we no longer have to spend (waste) time debating which layer of state a new layer should go into, how much of the current code base requires a refactor as a result of new state additions, etc. As noted, the inherent difficulty of a complex app's Redux store can easily create a barrier of entry for any junior devs looking to onboard and contribute quickly to an app's development, which is an issue we've encountered many times. So we see the reduction of complexity not only benefitting the velocity of our development process, but also our capacity since it allows us to onboard more junior devs due to the code's intuitive characteristics like simple key-value assignments. For large and complex apps, like the ones we work on at Taboola, this makes a substantial difference in development time and keeping our codebases clean. RTK has many other advantages and functions that have not all been covered here. Make sure to check out the official documentation to see what else RTK has to offer when moving from the standard Redux library. --- ### Detecting ANRs In Your Application URL: https://www.taboola.com/engineering/detecting-anrs-in-your-application/ Last Modified: 2025-01-14 14:37:18 If there was a way to make any of my applications ANR proof, I would do it. They (ANRs) always seem to sneak up on you and the problem is that you have nothing you can do about them. You might see them pop up when seeing the overview of your application in Google Play Console. But there won't be a lot of information there to understand how the ANR happened and what you could do to fix the situation. Furthermore, if a user happens to experience an ANR, you have to rely on their willingness to invest time and effort to tell you about it. And we have all been on the other side. If you happen to be using an application that gets stuck, the one thing you do is go straight to uninstalling it. So, how can we as developers, do everything in our power to protect the users of our applications from experiencing ANRs? Let's find out. ## Be Proactive Before we delve into solutions that can help us detect ANRs, let's understand what we can do to avoid getting them in the first place (or minimizing the chance they can happen). These points might sound obvious, but in a large enough application, it might be easy to overlook things: - Check to see if you have places in your code that are doing extensive work on the UI thread. The work done on the UI thread should be short and relating to something to do with the UI of your application. If you are doing any other logic there or perhaps even asynchronous work, delegate it to a background thread or a service - If by any chance you have threads that hold locks or certain blocks of code that need to be synchronized, make sure you are not creating a deadlock or a certain state of your application reaches it - If your application deals with broadcast receivers, you must verify that the execution of the onReceive method is short and ends in a timely fashion. If there is work there that can take some time, delegate it to a background thread Another way that you can detect places that might cause ANRs is by using StrictMode. You can use it while developing your application as it catches accidental disk or network usage on the main thread. ## Be Smart You have gone over your application, you think it isn't at risk for any ANRs and so you release it for public consumption. Lo and behold a couple months go by and then you start seeing reports of ANRs. What could you have done differently? As we said earlier, those crash reports hardly provide any information regarding the ANR. To allow your application to give you the most amount of detail that it can when an ANR occurs, I will detail two options: - Run a thread which polls the UI thread to see if it is stuck - On API level ≥ 30, you can use getHistoricalProcessExitReasons There is already a library called ANR-Watchdog which takes care of detecting ANRs and providing you with all the details. In case you don't want to use it or want to have something of your own, here is a rough outline of what it does: - Create a thread which runs on the main thread (it doesn't have to do any actual work) - See if the thread's execution is completed after a few seconds - If it did, then no ANR took place and you run the thread again - If it did not, some other thread is blocking the main thread and causing an ANR Below is a rough outline of such a class: package com.tomerpacific.anrdetection import android.os.Handler import android.os.Looper import java.lang.Exception class ANRHandler: Thread() { val TIMEOUT: Long = 5000L private val handler: Handler = Handler(Looper.getMainLooper()) private val worker : Runnable = Runnable { } override fun run() { while (!isInterrupted) { handler.postAtFrontOfQueue(worker) try { sleep(TIMEOUT) } catch (exception: Exception) { exception.printStackTrace() } if (handler.hasMessages(0)) { //worker has not finished running so the UI thread is being held val stackTrace: Array<StackTraceElement> = currentThread().stackTrace var output: String = "" for (element in stackTrace) { output += element.className + " " + element.methodName + " " + element.lineNumber } print(output) } } } } ⚠️ The execution of the runnable is always on the main thread, but since it doesn't do any work, it is not supposed to impact your application's performance. You could also decide to run it every desired time interval Option #2 can make your life simpler as its API gives you a lot of information. Introduced in Android 11 (API level 30), getHistoricalProcessExitReasons, does exactly what you think it does. It returns a list of recorded objects that account for the most recent application terminations. This method is called on the ActivityManager and accepts three arguments: - The package name - of String type (can be null) - The process's id that belonged to the package - of int type - The maximum amount of reasons you want to get back - of int type It's important to note that all of these arguments can be substituted with default values. I.E., you can pass null as the package name and get the entire exit reasons for the caller's UID So what do these recorded objects contain? Well, these objects are of ApplicationExitInfo type and they can provide you with a lot of useful information. For starters, you could call the getReasonmethod to find out why the process terminated. This method returns an integer marking the code for the exit reason. If the value returned is6, that means the application was terminated because it was unresponsive due to the fact that an ANR happened. That's neat, but how can we see where the ANR happened from? For that we can use getTraceInputStream. Like the name implies, the returned value is an InputStream of bytes which needs to be read like any other InputStream. An example output looks like the following: I/System.out: ----- pid 2738 at 2022-04-26 17:48:12 ----- Cmd line: com.tomerpacific.anrdetection Build fingerprint: 'Android/sdk_phone_x86/generic_x86:11/RSR1.210210.001.A1/7193139:userdebug/dev-keys' ABI: 'x86' Build type: optimized I/System.out: Zygote loaded classes=15746 post zygote classes=728 Dumping registered class loaders #0 dalvik.system.PathClassLoader: [], parent #1 #1 java.lang.BootClassLoader: [], no parent I/System.out: #2 dalvik.system.PathClassLoader: , parent #1 Done dumping class loaders Classes initialized: 302 in 19.361ms Intern table: 31490 strong; 543 weak JNI: CheckJNI is on; globals=637 (plus 31 weak) I/System.out: Libraries: libandroid.so libaudioeffect_jni.so libcompiler_rt.so libicu_jni.so libjavacore.so libjavacrypto.so libjnigraphics.so libmedia_jni.so libopenjdk.so librs_jni.so libsfplugin_ccodec.so libsoundpool.so libstats_jni.so libwebviewchromium_loader.so (14) Heap: 91% free, 2330KB/26MB; 67022 objects Dumping cumulative Gc timings I/System.out: Average major GC reclaim bytes ratio inf over 0 GC cycles Average major GC copied live bytes ratio 0.738176 over 4 major GCs Cumulative bytes moved 11482280 Cumulative objects moved 217937 Peak regions allocated 28 (7168KB) / 768 (192MB) I/System.out: Start Dumping histograms for 1 iterations for young concurrent copying ProcessMarkStack: Sum: 26.311ms 99% C.I. 26.311ms-26.311ms Avg: 26.311ms Max: 26.311ms ScanImmuneSpaces: Sum: 5.625ms 99% C.I. 5.625ms-5.625ms Avg: 5.625ms Max: 5.625ms VisitConcurrentRoots: Sum: 1.121ms 99% C.I. 1.121ms-1.121ms Avg: 1.121ms Max: 1.121ms I/System.out: (Paused)ClearCards: Sum: 375us 99% C.I. 7us-235us Avg: 28.846us Max: 235us GrayAllDirtyImmuneObjects: Sum: 329us 99% C.I. 329us-329us Avg: 329us Max: 329us VisitNonThreadRoots: Sum: 327us 99% C.I. 327us-327us Avg: 327us Max: 327us I/System.out: InitializePhase: Sum: 306us 99% C.I. 306us-306us Avg: 306us Max: 306us (Paused)GrayAllNewlyDirtyImmuneObjects: Sum: 164us 99% C.I. 164us-164us Avg: 164us Max: 164us (Paused)FlipCallback: Sum: 144us 99% C.I. 144us-144us Avg: 144us Max: 144us SweepSystemWeaks: Sum: 142us 99% C.I. 142us-142us Avg: 142us Max: 142us I/System.out: ScanCardsForSpace: Sum: 125us 99% C.I. 125us-125us Avg: 125us Max: 125us ThreadListFlip: Sum: 96us 99% C.I. 96us-96us Avg: 96us Max: 96us ClearFromSpace: Sum: 78us 99% C.I. 78us-78us Avg: 78us Max: 78us CopyingPhase: Sum: 76us 99% C.I. 76us-76us Avg: 76us Max: 76us I/System.out: FlipOtherThreads: Sum: 58us 99% C.I. 58us-58us Avg: 58us Max: 58us ProcessReferences: Sum: 54us 99% C.I. 19us-35us Avg: 27us Max: 35us SweepArray: Sum: 53us 99% C.I. 53us-53us Avg: 53us Max: 53us I/System.out: EnqueueFinalizerReferences: Sum: 38us 99% C.I. 38us-38us Avg: 38us Max: 38us RecordFree: Sum: 37us 99% C.I. 14us-23us Avg: 18.500us Max: 23us ForwardSoftReferences: Sum: 25us 99% C.I. 25us-25us Avg: 25us Max: 25us FlipThreadRoots: Sum: 21us 99% C.I. 21us-21us Avg: 21us Max: 21us I/System.out: (Paused)SetFromSpace: Sum: 19us 99% C.I. 19us-19us Avg: 19us Max: 19us ResumeRunnableThreads: Sum: 12us 99% C.I. 12us-12us Avg: 12us Max: 12us EmptyRBMarkBitStack: Sum: 8us 99% C.I. 8us-8us Avg: 8us Max: 8us SwapBitmaps: Sum: 7us 99% C.I. 7us-7us Avg: 7us Max: 7us Done Dumping histograms young concurrent copying paused: Sum: 750us 99% C.I. 750us-750us Avg: 750us Max: 750us I/System.out: young concurrent copying freed-bytes: Avg: 1052KB Max: 1052KB Min: 1052KB Freed-bytes histogram: 960:1 young concurrent copying total time: 35.641ms mean time: 35.641ms young concurrent copying freed: 8956 objects with total size 1052KB I/System.out: young concurrent copying throughput: 255886/s / 29MB/s per cpu-time: 179578666/s / 171MB/s Average minor GC reclaim bytes ratio 0.742269 over 1 GC cycles Average minor GC copied live bytes ratio 0.276211 over 2 minor GCs Cumulative bytes moved 1410368 Cumulative objects moved 26626 I/System.out: Peak regions allocated 28 (7168KB) / 768 (192MB) Total time spent in GC: 35.641ms Mean GC size throughput: 28MB/s per cpu-time: 169MB/s Mean GC object throughput: 251284 objects/s Total number of allocations 75978 Total bytes allocated 3382KB Total bytes freed 1052KB I/System.out: Free memory 23MB Free memory until GC 23MB Free memory until OOME 189MB Total memory 26MB Max memory 192MB Zygote space size 3040KB Total mutator paused time: 750us I/System.out: Total time waiting for GC to complete: 80.600us Total GC count: 1 Total GC time: 35.641ms Total blocking GC count: 0 Total blocking GC time: 0 Histogram of GC count per 10000 ms: 0:1 Histogram of blocking GC count per 10000 ms: 0:1 Native bytes total: 15621964 registered: 98204 I/System.out: Total native bytes at last GC: 15537168 /system/framework/oat/x86/android.hidl.manager-V1.0-java.odex: quicken /system/framework/oat/x86/android.test.base.odex: quicken /system/framework/oat/x86/android.hidl.base-V1.0-java.odex: quicken I/System.out: Current JIT code cache size (used / resident): 0KB / 32KB Current JIT data cache size (used / resident): 4KB / 32KB Zygote JIT code cache size (at point of fork): 45KB / 48KB Zygote JIT data cache size (at point of fork): 33KB / 36KB Current JIT mini-debug-info size: 26KB I/System.out: Current JIT capacity: 64KB Current number of JIT JNI stub entries: 0 Current number of JIT code cache entries: 48 Total number of JIT compilations: 6 Total number of JIT compilations for on stack replacement: 1 I/System.out: Total number of JIT code cache collections: 0 Memory used for stack maps: Avg: 35B Max: 52B Min: 28B Memory used for compiled code: Avg: 125B Max: 257B Min: 69B Memory used for profiling info: Avg: 70B Max: 188B Min: 20B Start Dumping histograms for 48 iterations for JIT timings Compiling: Sum: 385.780ms 99% C.I. 0.556ms-25.610ms Avg: 8.037ms Max: 25.610ms I/System.out: TrimMaps: Sum: 44.431ms 99% C.I. 2.400us-5148us Avg: 925.645us Max: 5643us Done Dumping histograms Memory used for compilation: Avg: 83KB Max: 322KB Min: 8560B ProfileSaver total_bytes_written=0 ProfileSaver total_number_of_writes=0 ProfileSaver total_number_of_code_cache_queries=0 I/System.out: ProfileSaver total_number_of_skipped_writes=0 ProfileSaver total_number_of_failed_writes=0 ProfileSaver total_ms_of_sleep=5000 ProfileSaver total_ms_of_work=0 I/System.out: ProfileSaver total_number_of_hot_spikes=5 ProfileSaver total_number_of_wake_ups=0 I/System.out: suspend all histogram: Sum: 11.468ms 99% C.I. 0.018ms-10.658ms Avg: 1.042ms Max: 11.094ms DALVIK THREADS (15): "main" prio=5 tid=1 Runnable | group="main" sCount=0 dsCount=0 flags=0 obj=0x72107008 self=0xe7d05410 | sysTid=2738 nice=-10 cgrp=top-app sched=0/0 handle=0xf6267478 I/System.out: | state=R schedstat=( 5812106631 1041760011 2536 ) utm=535 stm=45 core=0 HZ=100 | stack=0xff7cb000-0xff7cd000 stackSize=8192KB | held mutexes= "mutator lock"(shared held) at com.tomerpacific.anrdetection.MainActivity$onCreate$1$1.onClick(MainActivity.kt:18) at android.view.View.performClick(View.java:7448) at android.view.View.performClickInternal(View.java:7425) I/System.out: at android.view.View.access$3600(View.java:810) at android.view.View$PerformClick.run(View.java:28305) I/System.out: at android.os.Handler.handleCallback(Handler.java:938) at android.os.Handler.dispatchMessage(Handler.java:99) at android.os.Looper.loop(Looper.java:223) at android.app.ActivityThread.main(ActivityThread.java:7656) I/System.out: at java.lang.reflect.Method.invoke(Native method) at com.android.internal.os.RuntimeInit$MethodAndArgsCaller.run(RuntimeInit.java:592) at com.android.internal.os.ZygoteInit.main(ZygoteInit.java:947) This is only a partial snippet of all the output, but you can see that it provides a ton of information, including: - Free memory/Total memory/Max memory - Heap diagnostic (percentage free, size and amount of objects allocated) - The stacktrace of the main thread Other useful methods include: - getTimestamp - the timestamp of when the process terminated - getDescription - a system description of why the process terminated ## Be Resourceful If your application does suffer from ANRs, solving them can be quite tricky. Whether it is not getting a complete stacktrace (or not having one at all), not being able to reproduce it or it happening on some esoteric device. Well, what can you do? In Android Studio version ≥ 3.2, you have a utility called CPU Profiler. This tool lets you inspect your thread activity during the runtime of your application. With it, you might find out which threads are running, for how long and where they are running. To use it, inside Android Studio, go to View → Tool Window → Profiler A window will open at the bottom of the screen and once you attach a process to it, you will see three timelines: - Event timeline - CPU timeline - Thread timeline You want to focus on the Thread timeline to see if anything is out of the ordinary there. Each thread's activity can be identified by three colors: - Green - indicates that the thread is running or in a runnable state - Yellow - indicates that the thread is waiting for the execution of some I/O operation - Gray - indicates the thread is sleeping Hopefully, by now, you have gained some confidence in making your applications as ANR proof as you can. Using the tools and techniques listed above may help prevent your application's next ANR. You are welcome to check out some of my other articles below: https://github.com/TomerPacific/MediumArticles --- ### 7 Questions Product Leaders Must Ask to Discover the Right Problems to Solve URL: https://www.taboola.com/engineering/7-questions-product-leaders-must-ask-to-discover-the-right-problems-to-solve/ Last Modified: 2025-01-14 14:37:18 Anyone working as a product analyst or product manager has a crucial role in ensuring product success. A successful product addresses one or many problems, helping customers overcome obstacles or solving a problem they struggle with. That's why one of the initial steps in the product life cycle is defining the problem the product will solve. But how do we define a problem properly? — By asking the right questions. Analyzing without asking the right questions wastes time, although it's a common occurrence for most product analysts and managers, myself included. In my 3+ years as a Product Analyst at Taboola, I've developed a better understanding of asking the right questions and defining a problem statement that hits the mark every time. In this post, I'll share seven questions that'll improve your approach to defining problems, whether you're a product analyst or manager. ## Start by collaborating with the right people Albert Einstein once said, “If I had an hour to solve a problem, I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions." He understood that defining it is most of the challenge for problem-solving, no matter the domain. That's why here at Taboola, product analysts and product managers work closely to define them. The two roles may have different responsibilities and may work in different business units, but they collaborate closely when it comes to problem identification in any project. To make sure our problem definition phase is 100% finished before moving forward in the project, I created a question toolkit. It uses very specific questions to get to the heart of the obstacle the project aims to solve. ## Use these 7 questions to better define problems Let's go over the seven questions using a classic pain point we face at Taboola all the time: the sheer volume of data our platform generates. The Taboola platform creates millions of content recommendations daily based on a machine learning algorithm that fits each user's interests. We gather massive amounts of data per user to train the model to predict a user's click. ### Question 1: What's the goal of the analysis? The first pain point of handling all this data is the cost. It can be expensive to store every piece of data, so we need to know if the value of the data is higher than the storage costs. By analyzing user segments, we'll discover there's no value in storing more than a certain number of segments per user. If that's true, how can we discover that threshold number? In this scenario, the goal of the analysis is to estimate the impact of limiting the number of segments per user on Taboola revenues (which take storage costs into consideration.) The lower the storage costs, the higher the revenues. ### Question 2: What decision do we take based on the analysis? Answering this question helps focus on key insights. It is even more important to understand the potential decision-making because it's hard to decide with no significant analysis results. In this scenario, a possible decision is setting a threshold of maximum data Taboola stores per user. ### Question 3: What metric can support the chosen decision? Your decision needs supporting metrics, so you need to pick the right ones that support your chosen goal. In our scenario, you could conduct A/B tests and compare each group's percentage revenue per user. ### Question 4: What are the optional values and benefits of the analysis? If your questions have offered measurable values that are clear to you and your product team at this stage, congratulations! That's pretty rare, in my experience. Over the years, I've found it hard to expect every analysis to deliver clear and measurable results that show how to proceed going forward. Sometimes the measured value is only one part of the overall project's value and may be ignored by product managers or other business leaders. In our scenario, we might find that an optional value of the analysis is that we can reduce data storage costs by $10,000/month, making it likely that it'll be included in future project planning. However, if we only found it reduced costs by $3,000/month, that data might be ignored. ### Question 5: Who are the stakeholders? Knowing how the stakeholders are for a problem is essential as it'll dictate the most relevant metrics and can inform how the project is defined later. For example, customers, business leaders, and particular roles in particular business units may be stakeholders for one problem, but only customers may be relevant for another. ### Question 6: How accurate should the results be? Sometimes, complete accuracy isn't achievable, so you've got to decide how to proceed based on the accuracy you have. Do you need high accuracy, or can you proceed with low accuracy and still get the same results or answers? In our scenario, you may not need to analyze all the stored segments. Analysis of a portion of it might give you a representative answer, and your conclusions will probably be the same. ### Question 7: Is this a one-time analysis, or will you do it regularly? A Taboola dashboard can be a great way to support decision-making, but you don't do the same analysis every time, right? There are plenty of one-off decisions and analyses you do, like if you're validating a new product or ideating a new feature. If you choose to make a dashboard, be sure to include the required time you'll need for it in your planning. In our scenario, you decide not to create a dashboard in Phase 1 of the project, but you know you'd like to monitor the savings more regularly later on. So you set up an A/B test in Phase 1 and track the results over time in a dashboard. ## Final thoughts Generating actionable insights throughout the product life cycle is key for product analysts and managers. Here at Taboola, product analysts and managers often collaborate early to hone in on the right problems that will have the most impact for stakeholders. This post outlined the seven questions you can ask to help your product team focus on those valuable problems to create products that lead to more success. --- ### Product Analyst's Disneyland: A User's First Session URL: https://www.taboola.com/engineering/product-analysts-disneyland/ Last Modified: 2025-01-14 14:37:18 Newsplace, the news app I'm working on, was born 2 years ago. Just like a newborn it was constantly growing with new features and ideas and I met it when it already had tens of thousands of users on the one hand, while still searching for its core value proposition on the other. Currently the app offers a stories experience and a content categorized feed of aggregated news items which lead the user to the publisher's website, where they can read the full article they saw in our app. As a junior product analyst, for me Newsplace seemed like Disneyland, since it was in its early stages and I could influence the core value it offers users . Despite that excitement, I didn't know how to expand my touchpoints with the product beyond the weekly value proposition meeting when a whole history existed before me and there was (and still is) a strong and talented team which was already running things, let alone to be proactive with initiatives of my own. While retention and engagement are the obvious things to optimize when trying to increase LTV, they are big ambiguous metrics and trying to improve them was too vague of a goal for me at that point. Together with Ran, our Product Manager, I found out that breaking down these words into the journey steps that users go through in our product, and choosing only one step to focus on, makes things much more clear and exciting. The step that got me excited was a user's first session. A user's first session with any product is critical to the value they'll eventually get from it. This obvious fact quite literally hit me when I opened Tik Tok for the very first time and I HATED IT! Without onboarding, without easing into the app and what it holds, one innocent click on the TikTok icon led to a violent hijack of my precious phone with a full screen video combining music. For me, the instant urge was to shut the app down and delete TikTok from my phone forever. The only reason I continued watching videos was the initial reason I downloaded it in the first place- to finally understand what my colleagues are talking about when they are referring to the experiences in TikTok. But like Newsplace, most products don't have the luxury of retaining users beyond the first session solely on their solid reputations, and in order to do so, we need to optimize for the best user experience possible. This moment - a user's first session- in which I found the ownership that I wanted to take upon myself in this product was the moment I started to feel passion and excitement and most importantly, started to love this product. ## A user's first session So once I had a clear and bounded playground - a users' first session, many questions could be asked to optimize the user experience in it: - What does a 'good' first session look like (one in which users discover the value proposition and return to)? What is its flow? - What is the biggest moment of disappointment a user encounters? (like the intimidating feeling I had from opening TikTok for the first time) Is it a long loading screen? Many clicks to get somewhere? A general feeling of being 'lost' in the app? Lack of content? Cognitive overload? - What is the last action a user does before churning? As the reference to my TikTok experience might suggest, I decided to focus on the reasons that cause users to churn, specifically in the first session.(In) To find these reasons, I worked together with Ran the PM and used Mixpanel to create a cohort of users who churned on their first day, in order to look at their flow in the app and hopefully discover what went wrong- what was the last thing they did/saw in the app that made them leave (or worse- hate us). That cohort with the flow chart were my ticket to the Newsplace Disneyland. ## Diving into the data Digging through the flow chart was a great opportunity for me to get my hands dirty and to really understand how and when we report each event. Things that initially didn't make sense such as a 'visible story' event before the impression on the first screen in the app, became the chance to sit down with Amit, The Mobile R&D Team Leader, for the first time, and get explanations about the technical way these screens are loaded. After eliminating irrelevant events that are sent automatically or those that don't reflect the actual progress of the user in the app, something super interesting caught my eye- I noticed that 17% of users who see the user selection screen (which soon will be vastly elaborated upon) drop off. Additional 33% drop off after exiting the app while this screen appears or doing some other esoteric events that come before the stories. That means that more than 50% of the users who churn during their first day, do so during the first screen they see. 50% (!) of users leave us forever before even taking a sneak peak at our value proposition! The second time I came to Amit with questions was much shorter as it came from a problem that was very easy to spot- a very long loading time for this simple screen that enables a user to choose which content they'd like to read today- top news or lifestyle content. This first screen that caught my interest so much was added when Our UX Designer, Naama, came up with the idea for it when a user test she conducted revealed that the mere choice of content type showed an uplift in the ratings that users gave to the app. After this idea turned into an actual screen and was rolled out in the latest version- there was an uplift in other metrics as well which aligned with the conclusions of the user test. There was an increase of 13% in meaningful interactions and an increase in time spent in the app (in Mixpanel) among users who actively made a choice (clicked on either news or lifestyle) over those who were auto-transferred to the news. Despite the fact that this screen was intentionally shown for a long time to allow the app to load the stories, we failed to measure the friction this feature created and its impact on churn. This revelation brought up very interesting questions - is the user drop worthwhile for us? Do we get more engaged users afterwards thanks to this feature? Does this screen increase engagement only on the first session(s) or does it also affect retention? Does this screen increase our KPIs only when a user is actively choosing the content or is just encountering it is enough? If we find out that it contributes to engagement but not retention- is it worth optimizing and if so- what to change in this screen? How to prioritize the ideas? If the user selection screen doesn't increase measures- how do we integrate choice of content in another way with less friction? Since I wrote the first draft for this post, many actions have been done to answer these questions, including re-evaluating and altering our north star metric, However many questions are still left to be explored. For me, this screen which I had no contribution to up until this point, was the gateway to the team, to being able to work independently in a proactive manner and to love this product. --- ### Practical Guide to Collecting Feedback and Data URL: https://www.taboola.com/engineering/practical-guide-to-collecting-feedback-and-data/ Last Modified: 2025-01-14 14:37:18 Today is the big day - you're finally launching an exciting new feature that you've worked on for the past few weeks. The feature's released, so you test it yourself, and it's working! Customers will be able to use it now! But soon you begin to wonder How many people have started to use it? How many times? How did they use it? Did they get any errors? Does it save them time? Does it improve the bottom line? The last question requires further analysis and diving deeper into the data, but the first ones can be answered by looking into usage data and asking users for feedback. As a UX lead, who's also a UX researcher, it's extremely important I understand the impact each feature has on the user experience and how our users interact with our platform. When we add new features, we only have assumptions on how they'll be used, so we need to check if they are true after they're released. This post will describe how we get user reaction data about our platform by using these four recommended channels for product feedback and usage data gathering. ## Google Analytics Usage Data We first need to measure our platform before we can know what to improve. We've implemented Google Analytics tags across our platform, and each UI component fires an event for each user interaction. Google Analytics can help us answer these questions and take appropriate action: - What are the most common form errors users get? We are continuously analyzing top errors and taking action to resolve them. - What are the most common UI selections? For example, by looking at the usage, you can reorder the items in a drop-down by popularity and make the UI more intuitive and easy to use. - How long does it take to complete a task? We track the time it takes to complete tasks and the success rate and try to improve them. - How fast is the application? How long does it take to load pages? We try to improve the page or report load time if it's too slow. - How many people interacted with a feature, and how often? When we add a new feature, we can measure how often people use it and adopt it. Here's a Google Analytics report example: ### How we collect Google Analytics data When we created our new platform, - Taboola Ads, we mapped a tracking plan with a Google Analytics expert and implemented the events into the platform code following this structure: - Category: page name - Action: UI component - Label: user interaction - Custom Event Value: what the user has selected For example, this is what is sent when a user selects “last 30 days" in Taboola Ads: - Category: Day Report - Action: Date Picker - Label: Date Preset - Custom Event Value: Last 30 days Implementing events across an entire application can be time-consuming for the UX and development teams, so I have a suggestion: Instead of trying to map everything in a structure that seems reasonable and makes sense, start with only the basic usage questions you have in mind. This way, you'll avoid over-complicating things and gathering data on events that no one will ever look at. You can always add event codes later to answer more specific questions. ## In-App Surveys In-app surveys are a great way to connect with your users and involve them in improving your product. The benefit of using in-app surveys is that you're connecting with users in the right context while they're already using the app, giving you more valuable insights and higher response rates. There are many tools for creating in-app surveys, such as Typeform and Momentive (formerly SurveyMonkey.) At Taboola, we use Hotjar to gather user feedback since it also has an easy-to-use survey feature. Here are a few things to consider when surveying users: - The first question will have the highest response rate, as there is a natural drop-off after each question, so ask your most important questions upfront. - Instead of asking a general question, ask more specific questions about each feature separately. The answers will give you more actionable insights. - Keep your survey as short as possible. Here are a few examples of questions we can ask: - How satisfied or dissatisfied are you with ? Answers can range from “Extremely Satisfied" to “Extremely Dissatisfied" on a scale from 1-7. - How simple or complex do you find it to perform ? Answers can range from “Very Simple" to “Very Complex" on a scale from 1-7 - I have everything I need to create X or to do Y. Answers can range from “Strongly Agree" to “Strongly Disagree" on a scale from 1-7 It's always good to add an open-ended question at the end, such as “Is there anything we can do to improve your experience?" or “Do you have additional feedback or ideas on improving feature X for you? This allows people to give additional comments, suggest new ideas, or air any frustrations they might have related to this feature or product. ## Open Feedback Channels In addition to promoting surveys on-demand or pulling usage numbers, it's also helpful to provide users with an open channel for feedback. Internal Slack Channel If you use Slack at work, a dedicated Slack channel for the product or feature can be helpful for internal users to send questions, report bugs, ask for new feature requests, and suggest improvements. This channel can also be a way for you to communicate new releases and upgrades to people. Hotjar Feedback Widget If you want to hear from external users and find out what bothers them in real-time, you can use a feedback solution on your product in production. Since we use Hotjar, we've implemented a Hotjar feedback widget where Taboola users can tell us their pain points, bugs, or whatever else they want to share. Users can also add their email addresses so we can reply with valuable feedback or bug reports and ask clarifying questions as needed. # ## Additional Channels Besides using online analytics and surveys, there are other channels users can send their feedback. User Interviews It's always interesting and insightful to meet users and understand how they use your product, and learn what difficulties they have that your product can solve. We use this often at Taboola as it helps us learn about our customer's challenges and helps us engage more with our users. Support TicketsSupport tickets are another channel that can tell you a lot about your product. Use them to find out what product areas need improvement, what's broken today, and what users misunderstand, so they have to contact support. Quality Dashboards Users want fast applications, so it's essential to monitor application speed and know how many times you've had downtime or slow server responses. These are more technical monitoring tools but provide another perspective to the overall user experience. ## Wrapping up A good mix of quantitative data (like Google Analytics) and qualitative data (surveys and interviews) provide a better picture of your product experience and usage. However, only looking at the numbers won't tell us what the user experience is like. Those are important but are only one part of the overall picture. Imagine a friend coming back from a live music concert, you ask them how it was and they replied, “It was 2.5 hours long, I danced for 32 minutes, drank two beers, and ate one hotdog. The drive home took 52 minutes. These are only the numbers, but what was it like? Did they have a good time? Can they describe it on a scale of 1 to 10? We'll only know by speaking to them. So, if you're looking to collect practical data and feedback about your product, you can pull usage data, but don't forget to ask for feedback too! And don't forget to share it with the entire product team! Everyone will learn more about the value of the new feature you just released, whether it's being used, and how well it's been received. --- ### 5 Product Management Lessons You Can Learn from Ted Lasso URL: https://www.taboola.com/engineering/lessons-you-can-learn-from-ted-lasso/ Last Modified: 2025-01-14 14:37:19 Every once in a while, you stumble across a TV series that reflects aspects of your personal and professional life. That's what happened when I saw Apple TV+'s Ted Lasso. Ted Lasso is a spin-off of a priceless and hilarious NBC commercial about the life of Ted, a fictional American football coach hired to coach an English Premier League football club in London. The critically acclaimed show, starring Jason Sudeikis as Ted, has racked up a ton of awards. https://youtu.be/3u7EIiohs6U It took me 4-5 episodes to “get it" but eventually, I had this big a-ha moment coming. Being an American football coach training an English soccer club is no different than being a product manager. Let me explain. A product manager and a head coach are both leaders, mini-CEOs of their product or team. Both positions need to manage many moving parts and pull team members together to achieve a common goal. The goal and the way success is measured might be different - a product manager needs to deliver key results, and a coach needs to win games - but the process of getting there is much the same. To win a game or resolve locker room conflicts, Ted Lasso had to earn the trust of his players and the other club stakeholders, bringing them together to achieve a mutual goal. The same goes for a product manager. No one just follows you because you're the product manager. You need to earn the trust of your fellow engineers, account managers, sales and marketing teams, and others. Let's look at some examples of how Ted earned that trust and how you can apply the same strategy to your job as a product manager to achieve the same. Because I faced many of the same struggles as Ted, I'll also offer my real-world product management examples to make the lessons more tangible. ## Lesson 1: Be kind - it's a challenging time for everyone ### Season 2, Episode 10 “No Weddings and a Funeral" “And I knew right then and there that I was never gonna let anybody get by me without understanding they might be hurting inside, you know. 'Cause life, it's hard. It's real hard." - Ted Lasso Ted Lasso talks to the club's psychologist about his father's tragic death in the episode. He then explains, plain and simple, why he's exceptionally kind to everyone, attributing it to his understanding that life is complex. The takeaway: It's a challenging world out there, and the world is getting crazier and crazier. We're fighting a war, pandemic, climate change, increasing living costs, heavy commutes, or Zooming all day long. Your peers, like you, need to perform under an increasing amount of pressure and stress. While managers need to maintain a professional environment, we need to realize that people are human, and we don't always know the other issues they are coping with. A real-world example: I am an extremely nice person. Sometimes, my wife calls me naive and reminds me that there are people who will exploit that. When I joined Taboola, I decided to be crazily kind. I started this as an experiment because I wanted to prove that being nice pays off. I came across an account manager who bombarded me with questions. I knew this person wasn't trying to ruin my day and that they were under pressure to achieve their goals too. The answers I could provide would clarify the issue they were working on, so why not sit with them and help? Of course, I know you can't help everyone all the time as you have your own tasks, but you never know how an extra act of kindness will pay off. I can tell you that that account manager was grateful, and when I needed help securing meetings with clients, they were there for me. Showing people compassion in their moment of need is always the way to go. Source: AppleTV ## Lesson 2: Listen, hear others' opinions and echo them ### Season 1, Episode 7 “Make Rebecca Great Again" "Ted Lasso: Thank you. Also, I read through your thoughts. They're great. And I agree with every last one of 'em. But I can't say this to them. Nathan Shelly: But they need to hear it. Ted Lasso: I agree. That's why you're gonna do it. Nathan: What? Ted Lasso: You're givin' the pre-game talk. And you're readin' em this. C'mon, it'll be fun." In this scene, Nathan, the team's quartermaster, leaves Ted a note with tips each player should hear before a crucial away game. Unlike Ted, who is new to the team, Nathan is a diehard fan and knows each player's strengths and weaknesses, giving him a unique perspective. Knowing this, Ted insists that Nathan reads the letter to the players himself in the critical pre-game talk, usually a coach's duty and one of the most ceremonial things any coach does. By deferring this honor to Nathan, Ted empowers and uplifts him, even though he is “just" the team's housekeeper. The takeaway: Leave space for others to speak their minds and keep ownership of their ideas. Yes, you're the product manager, the “CEO of the product" but you don't know everything. Someone else's perspective could completely turn things around. You should leave room for others' opinions, and when you spot a chance, give them the space and the spotlight to express themselves publicly. You'll be amazed at how this empowers the person, builds confidence, and in the long run, improves the person's work and the people around them. A real-world example: At Taboola, I had a similar experience and opportunity with a dedicated employee from the India office. Formally, he worked in our Professional Services department, serving as the first point of contact for a customer in need - but he wanted to do more than that. He excelled at seeing the bigger picture and identifying valuable feedback from our customers because he looked at things through a different lens, one that was colored by the fact that he was fluent in mobile development. He identified a procedure we could amend, reducing a specific integration phase time. We then gave him the room to announce this change, present the solution, and train the other team members. Taboola earned a more motivated employee, who later also got promoted. Source: AppleTV+ ## Lesson 3: It's the small things that make a difference ### Season 1, Episode 2 "Biscuits" This one played out during an entire episode, so I'll summarize the situation. Ted and his assistant, Coach Bird, put a hand-crafted suggestion box in the locker room to give players a chance to anonymously share their suggestions and voice their complaints. Most of the players used it as an opportunity to call the coach “wanker," only giving a negative response to this “too nice for men" method. But on one note, a of the player complained that the water pressure in the showers was weak. It was a small thing and had nothing to do with the game, but Ted and Coach Bird took care of it, earning some important and initial trust from the players. The takeaway: Regardless of whether you're joining a new team or have been working with the same group for years, don't assume things are perfect as they are. There are often easy solutions to minor problems, and solving them can have a significant impact. However, if team members don't have a way to comfortably point them out, they will fester and play out in more detrimental ways. A real-world example: When I started working at Taboola, I amended an operational workflow that drove one of the experienced engineers crazy. Unfortunately, not everyone on the team could add a new component to our JIRA dashboard. Thinking there must be a solution, I reached out to a coworker on the Information Systems team. We tracked down the right person and found a way to add the new components. The new process made our working environment more straightforward for everyone, and I'm sure solving the problem scored some goodwill from that engineer. Source: AppleTV+ ## Lesson 4: Make sure you're working as a team ### Season 1, Episode 4 “For the Children" “When it comes to locker rooms, I like 'em just like my mother's bathing suits. I only wanna see 'em in one piece." - Ted Lasso There's a noticeable and ongoing conflict between two key players, and they often argue in the locker room. The young and gifted Jamie Tartt can't seem to get along with team captain Roy Kent, an older player in the final years of his career. The men's disdain for each other creates negative energy, affecting the whole team and causing them to perform poorly. It takes Ted some time, but eventually, he finds a way to bring them together, completely changing team dynamics for the better. The takeaway: Personal differences are inevitable, but they need to be dealt with when they begin impacting the team, work performance, and atmosphere. Meddling can backfire on the person trying to be the peacemaker; however, resolutions are possible if the situation is approached with thought and care. The greatest risk is when an imbalance occurs, disrupts the team, and is left unaddressed. A real-world example: If the situation is dire, I suggest taking a formal approach and reporting the issue to a supervisor or HR. But another option I've personally found helpful is to address the situation in an informal, non-threatening environment. I've taken team members out for coffee or lunch and, without going into detail, explained that the current situation was palpable and interfering with the team's goals. Don't take sides. Instead, focus on delivering the message to both peers and make sure they understand they are both responsible. In my experience, once it's pointed out, adults realize how much their petty differences are interfering with the team, and they'll find a way to work it. Source: AppleTV+ ## Lesson 5: Believe in BELIEVE This lesson unfolded over both seasons. One of the first things Ted did when arriving at Richmond AFC was to hang a sign with the word “BELIEVE" in the locker room. The motivational sign is meant to inspire them in the short-term to win a game and in the long term to achieve any dream. Believing in BELIEVE is a core value for Ted. He passionately rails against those who lack faith in his team throughout the show, and he never gives up because he believes in BELIEVE. His attitude is contagious, and by focusing on this message, his team fights to achieve the same goal - winning. The takeaway: The same lesson can be applied to a sports team, product team, or any other team. Everyone must abide by company rules and serve the company's needs, but if the team is bonded as they work towards a mutual goal, each person feels they have a stake in the outcome and something to work towards. A real-world example: In my early days at Taboola, I was part of the mobile team. As a product manager, I needed to bring people from different departments (R&D, marketing, product, and professional services) to achieve a common goal. I found it helpful to remind everyone of the technical and business milestones we needed to accomplish at daily meetings and during monthly planning meetings. Keeping the goal front and center and making everyone believe in believing they can achieve anything is what led to our success. ## We can all learn from Ted I believe that a product manager's heart and strength are working with people and driving them. Implementing the latest product methodologies can help, but the people you work with will be the ones who help you move the ship. Consider onboarding and applying these lessons fully, but if not, at least try to understand their roots, the conflicts they represent, and the fact that having the right attitude can make all the difference. You can follow in Ted's footsteps and solve problems the Lasso way, or you can come up with your own solutions. While I revealed some things about the show, and there are some spoilers here, there's a lot more to learn from the fearless Ted Lasso. Go watch the show! --- ### How to Kill Underperforming Features and Why You Should Do It Now URL: https://www.taboola.com/engineering/how-to-kill-underperforming-features/ Last Modified: 2025-01-14 14:37:19 ## Can you create value by not building features? In this blog post, I will share why it is important to remove underperforming features and how my team systematically removed such features to dramatically improve the product's key metrics. This process helped us grow our Day 1 retention rate by over 20% while reducing the number of features we support. But it wasn't always like that.. ## The Capped Potential Problem At the beginning of 2021, I took ownership of a legacy mobile app that displays personalized news on the lockscreen of mobile phones. Over the years, the product developed a strong presence, mainly in Latin America, and currently has over 8M Daily Active Users receiving daily news updates from leading publishers directly on their lockscreen. Until then, our product team had been consistently launching new features, but they weren't having a significant impact on our KPIs. The idea that the product's potential is capped has become "common wisdom" in the organization. This is the ultimate frustration for every product team, but the problems didn't stop there… ## “We have a problem with Hungarian" During our release process, our QA team found a bug when users switched their device language to Hungarian.I was surprised as I didn't realize the app supported Hungarian. I was even more surprised to learn we supported over 36 languages that were used by only 0.9% of our users. I didn't think that fixing the problem would actually make a difference. Instead of fixing the bug, I suggested we remove the redundant languages and see what happens. What “happened" amazed me - our guess was right, users did not complain.What surprised us was that our app size decreased and our product performance improved. But then it made me think... ## “What will happen if we remove more features?" At first, the mere thought of removing something the team had worked so hard to build was scary. In fact, when thinking about removing features we usually have many excuses, such as the team's investment or that the request came from a specific customer. So maybe we should just keep them? ## Why keeping underperforming features is bad for your product Obviously our beloved features aren't performing as we expected, but why should we get rid of them? We've already made this effort, and we can even see users using the feature in our analytics platform ("Finally, after 5 years, we have early adopters!"). Deep in our hearts we know that this feature isn't strategic in any way. We can't justify investing more in it, because we know it won't move the needle. This is exactly the point where, by not removing the feature, we're damaging our product. First of all, the 1% that actually use the feature are going to suffer, mostly from a lack of attention. But the 1% by definition should be the least of your problems, you should worry about the 99% who “just don't get the feature". Having an underperforming feature will constantly hurt your core user segments. The damage derives from both the direct and indirect costs of keeping this feature alive. Let's take a closer look. ## The Direct & Indirect Costs of Underperforming Features The direct costs of keeping an underperforming feature are usually obvious to the product team, but might not be measured. For example, if there's a minor bug, we'll fix it. But sometimes that time spent fixing can pile up into days and weeks that could have gone to more important features. In my opinion, however, the direct costs are just a small tax to pay, compared to the indirect costs of having underperforming features. The first and most important cost is the lack of strategic focus. The lack of strategic focus makes the product harder to sell, longer to implement and makes it slower to be adopted by users. You also need to account for the maintenance costs of keeping these features “future-compatible" with every improvement, refactor or even external change you make to the product. will require you to adjust these features as well. Okay, but how do you know which features to remove? ## Finding the Deadweight in My Product Now you realize that having underperforming features comes at a (very high) cost. The hard part is that you now have to choose which features should go. In this section I'll share our methodology for making the difficult decision to remove a feature. The decision is difficult because it's emotionally tied to the level of investment the team has poured into this feature, otherwise known as your Sunk Cost. To overcome this bias, we propose using the same framework of prioritization to de-prioritize your underperforming features. For example, at Taboola we use the ICE methodology to prioritize new initiatives based on a 1-10 ranking for Impact, Confidence and Ease. We compare the ICE scores of all features in the backlog to decide on the priorities. ## Reverse Engineering ICE The same framework can be applied to reverse engineering our selection process for removing underperforming features. Since these features are already live, we usually have much more confidence in the impact they are (not) making. The R&D team can then estimate the complexity of removing these features. It's important to gather your stakeholders and enable them to share their views on your prioritization. By systematically applying this process we'll have a prioritized list of features that we can then start to remove from bottom to top. But where do we start? ## The Usual Suspects The “usual suspects" are often found in areas that are not in your product's “golden flow", or the path users receive value from your product. - Settings: In this area we're likely to find things we developed “just in case" or as a response to a very specific use case. Our goal here is to determine whether these use cases are frequent enough to justify their existence. This can be achieved by either your product analytics platform, or by looking at support tickets and feature requests in that area. - Legacy Customers: Look at your customer list and see if you have built custom-made features for old customers. Are these customers active? Do they still represent your core user segment? - Analytics Events: Go to your product's analytics platform and extract the events that have had the least usage in the previous 3-6 months. Do these events originate from specific areas of the product? These areas could potentially host underperforming features. When applying this approach, we identified many features that were just “sitting there" waiting to be removed. ## When to Iterate and When to Kill Even after we've gone through the entire process, and identified potentially underperforming features, we still had a difficult time deciding to remove these features. This is because we have our inner product voice that says to us: “Maybe just another iteration could turn this around". The dilemma of when to iterate and when to kill a feature is something that every PM comes across at least once in their product career. My suggestion to solve this dilemma is to use the same method we use for setting our goals, - the OKR method. In a nutshell, we define ambitious and measurable goals every quarter and rank them according to our performance with 3 colors. When I think about whether to iterate a feature or not (regardless of if I defined it as underperforming or not), I ask myself what could've been the best case scenario for this feature? To be more precise, if the feature worked like magic (exactly as I planned), by how much would it drive my metrics up? 5%? 10%? more? After doing this hypothetical exercise, which I usually do before building the feature, I go back and measure the impact the release has actually had. Going back to the OKRs: - Red Zone (0%-40% of my goal) - additional incremental iterations won't work - Yellow Zone (40%-70% of my goal) - good chance I'll get there with further incremental iterations For example, let's say I build a new sign up form and expect my conversion rate to grow by 10%. - Red Zone Scenario: After the release we see that we've only grown by 3.5%, which is 35% of my target of 10% - I would rather try out a new concept than iterate on the existing one - Yellow Zone Scenario: We managed to grow our conversion rate by 6.5%, which is 65% of my target of 10%. I am much closer to my intended goal and will decide to iterate on the existing concept The same concept could be applied to underperforming features as well. We can estimate the best case scenario for the feature's adoption and then measure the actual results of the feature after it's been released. If we don't see it moves the needle for them, it's definitely not worth another iteration. ## Wrapping Up In this article we discussed why keeping underperforming features could damage your product. We shared where and how to find the usual suspects for such features and our method for solving the “Iterate or Kill" dilemma. Since applying this process, our product team has carefully evaluated which features we can remove and which we must keep. This has led us to reduce the product's scope by 25% and has subsequently improved our key metrics, such as our day 1 retention by over 20%. As Product Managers we strive to bring more value, but we sometimes get confused between delivering more value and delivering more features. Or to paraphrase a famous Bill Gates quote; Measuring programming progress by lines of code is like measuring a plane's quality by weight. --- ### Attentive Audiences: Taboola Cuts Median CPA by 34% and Boosts Median CVR by 87% URL: https://www.taboola.com/engineering/attentive-audiences/ Last Modified: 2025-01-14 14:37:19 Advertiser success is one of Taboola's main goals as we want to help our advertisers gain the most out of their investment with us. Two metrics advertisers use to measure that are Cost Per Action (CPA) and Conversion Rate (CVR). A high CPA means they're spending too much for each audience action and a low CVR means they're not getting a good return on that investment (ROI). We wanted to see if there was a way Taboola could enhance our solution to make it easier for advertisers to lower their CPA or increase their CVR. That's why we created the Attentive Audience program. It's a new way that Taboola collects, aggregates, and filters audience data to be more meaningful for advertisers looking to improve these two metrics. Keep reading to discover how we developed the program and rolled it out to select advertisers. ## The basics of the Attentive Audiences project Before we get into the details of the project, let's go over some relevant definitions and concepts. Attentiveness Metrics: These metrics measure user attention on the advertiser's website and predict the user's likelihood of converting on the advertiser's website. They're based on signals like time on site and the number of returning visits, etc.. Attentiveness Event: A request from an advertiser's website to Taboola's servers containing a distinct name and attentiveness metrics value. Conversion and Attentiveness Conversion: In Taboola, conversions are based on specific rules and aligned with the advertiser's business goals. Each type is unique to each advertiser and are set in the conversion and attentiveness conversion rules, respectively. Attentiveness Rule: This rule is a unique set of conditions based on the attentiveness metrics set for each advertiser. For example, time on site > 30 seconds and number of returning visits > 2 visits Conversion Rate (CVR): The total number of users who converted divided by the total number of visitors to an advertiser's website. Cost Per Action (CPA): The amount of money an advertiser pays for a single conversion. It's calculated by dividing the total budget spent by the number of conversions. ## Our goal for the project Our business goal for this project was to increase CVR or reduce CPA, as they are both dependent on the total number of conversions. We planned to do it by offering advertisers a unique retargeting group of attentive users who have a higher chance of converting on their website. ## How we implemented the project To create a unique group of attentive users for each advertiser, we set up a dedicated workflow to handle the data collection, digestions, aggregation, filtering, and presentation. Project Architecture ### 1. Collection We used the Taboola Pixel to collect the users' required session-related attentiveness metrics when they visited an advertiser site. The data was then sent to the Taboola servers by an attentiveness event at a defined time interval. ### 2. Digestion Attentiveness events go through two filters on the Taboola server-side: rule matching and user attribution. These filters are used to find only events that matched the advertiser's attentiveness rule by users that reached the advertiser's website through one of Taboola's publisher partners. All other events are ignored for this workflow. ### 3. Aggregation The attentiveness conversions are then written to a Vertica cluster for further aggregation. The data aggregation is performed offline daily and looks for two types of data per advertiser: - Basic data, like the number of conversions, attentiveness conversions, clicks, and so on. - Performance metrics, like attentiveness conversions that preceded other non-attentiveness conversions (precision) and for the percentage of non-attentiveness conversions that came after attentiveness conversions (recall). ### 4. Filtering By filtering the aggregated data, we're looking to find which advertisers would benefit from targeting attentive audiences. More specifically, we're looking for audiences that would have a high positive impact on the advertiser's campaign goals. We perform several basic and performance data verifications, including: verifying the thresholds for the number of attentiveness conversions and the percentage of attentiveness conversions and the percentage of attentiveness conversion precision and recall. The most important filter happens at the end of this stage by verifying multiple-day results of the earlier filters to determine the attentive audience viability group for each advertiser. If the data passes this filter, Taboola offers the Attentive Audience enhancement to the advertiser. ### 5. Presentation Advertisers that are offered Attentive Audiences find it in three areas of the Taboola Ads campaign management platform. #### As a recommendation It will appear as an option for the advertiser on the Recommendation screen. #### When setting up a campaign Attentive Audiences is a targeting option when setting up a new campaign: #### When viewing their audience types It appears as an audience type on the Audiences screen. ## The Attentive Audience project results We currently have thousands of advertisers using Attentive Audience, and they've enjoyed significant success. Advertisers enjoyed a median CVR increase of 87% and a median CPA decrease of 34%. Here are just a few examples of advertisers who enjoyed great success with attentive audiences: - VAHA doubled their CVR across all channels and increased site visit engagement by 338%. - Pionier Developers increased their CVR by nearly 44% and decreased their cost per lead by 35%. - Look After My Bills lowered their CPA by 60% and gained 10,000 new memberships in nine months. - The Motley Fool Canada decreased CPA by 11% and generated an average of 25,000 leads per quarter. We also noticed two main drawbacks to the Attentive Audience project: only a few advertisers qualified for it, and we couldn't target audiences outside of advertiser site visitors. ## Areas of improvement for the Attentive Audience project The project or feature is only available to a small portion of Taboola advertisers in its current form. That means most of our advertisers don't have access to the feature and cannot increase their CVR or lower their CPA through Attentive Audience. We'll be looking at ways we can offer it to more advertisers, but for now, it's only available to a select few. Secondly, the project only looks at an advertiser's website visitors, but Taboola offers many more audiences than that. We need to find a way to discover the users who have a high chance of converting but haven't necessarily visited an advertiser's site first. As a first attempt, we are pleased with the Attentive Audiences project. It was a good exercise for our engineering teams to learn how to help advertisers in a specific way and reach more of their business goals. We were able to find, aggregate, filter, and present relevant targeted audiences to advertisers so they could hit more of their business objectives, like increasing conversions, lowering advertising costs, and growing revenue. We look forward to enhancing the project in the future to scale it up to the level where we can offer it to all our advertisers. --- ### Dynamic Security Operations in Kubernetes URL: https://www.taboola.com/engineering/dynamic-security-operations-in-kubernetes/ Last Modified: 2025-01-14 14:37:19 In a dynamic world, your Kubernetes security infrastructure should also be dynamic. Many Kubernetes applications only add security features after deploying or are ready to be deployed. No wonder 55% of application rollouts were delayed, and 94% experienced a security incident last year. Kubernetes actually offers several security mechanisms that could be provisioned, such as NetworkPolicies and PodSecurityPolicies. Kubernetes NetworkPolicies acts like a basic firewall by controlling the traffic to and from each pod. Calico NetworkPolicies lets us extend Kubernetes network policies even further with additional security features such as referencing sets of IP subnetworks, creating non-namespaced GlobalNetworkPolicies, and allowing or denying external services access. The manual work of managing the sets of external IP addresses used by the Kubernetes deployments is complex. With the size of an environment like Taboola's, it's impractical and takes too much time. It can also introduce additional risks to the Kubernetes cluster. We wanted to see if there was a way we could sync our Kubernetes NetworkPolicies dynamically with tools we already use. Keep reading to see how we use Consul and Calico to do it. ## Dynamic security equals scalability For the Taboola Engineering team, scalability is a high priority. We manage seven Kubernetes clusters with more than 100,000 cores on-premise. Plus, we have more than 6,000 Physical Nodes and other VMs that run other workloads. Running infrastructure of this size means we're making dozens of changes per day, sometimes even dozens per hour. To keep the k8s workloads isolated and operational, we've got to update the NetworkPolicies regularly. Every deployment, auto-scaling, and maintenance task can lead to an IP address update in the NetworkPolicy. That's impractical to do manually with such a large Kubernetes deployment. We knew there had to be a way to do this dynamically, so we started investigating. ## Searching for the best dynamic security option In our infrastructure, we use Consul to discover services running outside of k8s. We had three critical requirements to use Consul and Calico to dynamically enforce security: - If an IP address is added to a Consul service, it should be added automatically to Calico GlobalNetworkSet. - If an IP address is deleted from a Consul service, it will be removed from Calico GlobalNetworkSet only after a defined grace period to prevent a flapping node. - The update process should not overload the Calico datastore or the Consul API. With our requirements set, we looked at three options to enable Kubernetes security with Consul and Calico. ### Option 1: A bash script and cron job combination We could run a bash script in a k8s cron job that uses Curl and Calicoctl command line tools to fetch the Consul service catalog and update Calico GlobalNetworkSet. ### Option 2: A Consul template and Calico command line combination We could create a Consul template for each Calico GlobalNetworkSet that would apply the updated GlobalNetworkSet whenever a Consul change was made. ### Option 3: A sync process using Consul and Calico APIs We could use Consul API to watch for service changes and directly update Calico GlobalNetworkSet with lid calico-go. ### The Winner: Option 3 We rejected the first two options as they didn't satisfy all our requirements. They both cannot delete an IP address from Calico after a grace period. They could also potentially overload Consul with too much LimboAPI traffic. We discovered that running a Consul to Calico sync process was the winning option to enforce dynamic Kubernetes security. It allowed us to add IP addresses dynamically while giving us the ability to add a grace period for all removals/deletions. It prevents bottlenecks on the API and scales easily, no matter the size of the Kubernetes deployment. To use this process, we started by running a blocking query for each Consul service configured for the operator. The process will store an updated list of IPs from both Consul and Calico. Upon every event from Consul, the process compares the IP lists in Consul and Calico by getting GlobalNetworkSet from Calico and the specific catalog from Consul. Then, before it makes any changes in Calico, the process will check: - If the IP address exists in Consul, but not in Calico. If not, it will add the IP to GlobalNetworkSet. - If the IP address exists in Calico but not in Consul, it will wait 30 minutes before checking again. If the IP is still not in Consul after those 30 minutes, it will delete it from GlobalNetworkSet. ## Real-time scenarios: How we're using dynamic Kubernetes security The dynamic approach we use eliminates manual operations and reduces human error while allowing better agility, scalability, and delivery times while reducing human error. Here are two scenarios that often happen at Taboola. ### Scenario 1: Scraping pods from outside Prometheus We use Prometheus outside our clusters to collect metrics from our pods. To do this, we need a secure way to allow incoming Prometheus traffic to scrape the servers for the data. We configure the new consul-calico-sync process for the Prometheus Consul service and the correlated GlobalNetworkSet. Now, any time the service catalog is changed, the relevant GlobalNetworkPolicy is updated dynamically so the Prometheus server can successfully scrape the pod. ### Scenario 2: Querying external databases Some of our applications that run on k8s regularly use databases outside the cluster. To allow this traffic, we constantly sync all IP addresses in the Consul database service with those in Calico. This way, we only allow traffic from pods with the allow_db label and reject everything else. In both these scenarios we see how the use of dynamic Kubernetes security negates human intervention, which saves time and reduces errors - both extremely important when we're considering scalability. ## Over to you And there you have it, a way to dynamically manage security in your Kubernetes deployments at scale. Try adding the Consul2Calico sync process to your next Kubernetes application and stop making manual IP address changes to save time and effort. For more details on how to run this solution in your Kubernetes cluster check out Consul2Calico on GitHub. --- ### How Taboola Powers the Conversion Data Pipe URL: https://www.taboola.com/engineering/how-taboola-powers-the-conversion-data-pipe/ Last Modified: 2025-01-14 14:37:20 When you set out to build the world's largest content recommendation platform that performs to high service level agreements, you need a lot of computing power, responsiveness, and reliability. That's why Taboola uses nine data centers worldwide, each with hundreds of servers. Users send and receive data from the closest data center to ensure the fastest and most efficient performance of the system. Behind the scenes, however, the Taboola system needs to access data across all the data centers to find, analyze, and serve up the right data at the right time. To coordinate all the traffic, data, and information, we use a single data center as an aggregation point for all the rest. This technology helps Taboola digest, transform, and aggregate the data at scale, so it's valuable to our customers and users. In this article, we'll explain what conversions are, how we handle billions of daily events at scale, and how it all presents meaningful data to customers. Ready to take a look under the hood of Taboola? Let's go. ## Quick Definitions Before we go any further, here are a few definitions that'll help you understand the data path in Taboola. - Action: The desired action a user takes on an advertiser's website, such as a product purchase, page view, or email sign-up. Each action is reported to the Taboola server by a corresponding event using the Taboola Pixel. - Taboola Pixel: A Taboola script embedded in an advertiser's website that gathers specific data about user behavior on the site. The script sends events to the server for consumption and analysis. You can learn more about the Taboola Pixel here. - Rules: A set of conditions defined for a conversion for a specific advertiser. E.g., if a page contains the phrase “Thank you" or “Sign-up successful." - Action Conversion: When a user takes a desired action on a landing page they reach through a Taboola recommendation. The two main types of conversions defined by rules in Taboola are event-based conversions and URL-based conversions. Event-based conversion: A conversion based on an event sent from the advertiser's website through the Taboola Pixel. E.g, Add a product to the shopping cart, install an application, or sign up for the newsletter. - URL-based conversion: A conversion based on rules created for a specific URL. E.g., event signups from a specific landing page. Now, back to the conversion data path in Taboola. ## The Data Path in Taboola The data path architecture in Taboola is divided into two main parts: - In each data center, where the data is consumed and processed internally. - In a central processing data center, where the data is mirrored from all data centers and written to a Vertica database for further analysis. ### Part 1: Data inside the Data Center Data Path Inside Each Data Center #### Step 1: Creating an Event When the Taboola Pixel is triggered, it sends an event to our back-end servers. The event is processed and transformed into a ProtoEvent using Google's Protobuf format for easy and lightweight serializing and deserializing. The ProtoEvent is sent to the Action Event Topic and is consumed by an Apache Kafka consumer, where it's prepared for rules matching. #### Step 2: Rules Matching Each event contains contextual account information, so this step checks for a relationship between the business rules that the advertiser defined in the Taboola Ads platform and the current event. It looks to match the event data with the advertiser's defined rules, which are fetched from an updatable cache reading from a corresponding MySQL database for reduced time and increased performance. An event can match a single rule, multiple rules, or no rules. They will still be sent to Kafka. Once passed the rules matching phase, the event, and any matching rules, are sent to the Fired Events & Matched Rules Topics in Kafka to be consumed in a later stage. Matched events are asynchronously queued to move to the next stage of the process. #### Step 3: User Attribution Once matched, the event must be analyzed to determine if it's attributed to a user that reached the current website through one of Taboola's publisher partners. Our platform tries to match the user's event to their clicks and relevant visible events on publishers' websites. It's checked to see if it's from a direct ad click on a publisher's page or if the user was presented with an ad on the publisher's site and they reached the advertiser's site some other way. As we deal with a very large scale of events, in order to have high performance and availability at scale we store the data above in an Apache Cassandra cluster. Once the event is attributed, it's reported, counted, and stored as an action conversion. #### Step 4: Topic Storage in Kafka The final step for the data in the single data center is transformation and storage in Kafka. The conversion is transformed into a ProtoActionConversion using Protobuf protocol and sent to the relevant topic in Kafka for the aggregation part. Once the conversion data passes through the individual data center, it's ready for aggregation. ### Part Two: Data is Sent to the Aggregation Data Center Aggregation Data Center Data Path Conversion data is mirrored from the individual data centers into the aggregation data center before being analyzed and consumed by the Taboola platform. - The final Kafka consumer reads and writes the data to the aggregation Hadoop Data File System (HDFS.) - Offline Apache Spark jobs read the data on HDFS for further filtering and aggregation into multiple tables in Vertica. - The data is sent to Taboola, where it's used in various visualizations and reporting for advertisers, such as the Campaigns Report with Conversions Statistics. And there you have it! Now you know how conversion data moves through our servers, data centers, and systems to provide Taboola customers relevant conversion information. Do you have any questions about how we handle this? Let us know, and we'll try to answer them. --- ### Sneaky Peak to The Secrets of Kafka Assignment Strategy URL: https://www.taboola.com/engineering/the-mystery-of-kafkas-assignment-strategy/ Last Modified: 2025-01-14 14:37:20 Something strange happened while I worked with Kafka. While adding a new consumer from Kafka to one of our services, the service stopped consuming from ALL other existing consumers. As part of my job at Taboola as a team leader on a production team in the Infrastructure group, we're supposed to remove bottlenecks, not create them. This post will describe how I investigated the issue, explain what I discovered, and share my insights into the whole situation. ## Some background Before I get into the rest of the story, here's some background on how we use Kafka at Taboola’s events handling pipeline and why it's critical to our infrastructure. Taboola's recommendations appear on tens of thousands of web pages and mobile apps every second. As users engage with the content, multiple events are fired to signal that recommendations are rendered, opened, clicked, and so on. Each event triggers one or more Kafka messages, which translates into a lot of Kafka messages for every recommendation. ### Event handling pipe Our Kafka clusters reside in eight data centers around the globe and handle more than 140 billion messages a day. That's more than 100TB of raw data daily, and approximately one-quarter of those messages are related to the events. Taboola serves over half a million events per second. The servers that handle those events need to be as fast as possible (p999 < 1ms fast,) so they don't ruin the user's experience. To achieve such a quick response time, we split the work between two types of services, HTTPS request handling services and data enrichment services. Kafka helps pass messages between them. ### Event handling servers Event handling pipe HTTPS request handling services: The events web servers handle the HTTP requests and run a light and quick process for responding to HTTP requests. They convert requests into a proto and send it to Kafka. Some events need to be processed faster or backed up for a longer time. We have several topics based on event types to keep track of this. Kafka can then tailor the retention and prioritization of processing events based on multiple factors, including event type, topic, and more. Data enrichment services: The data enrichment servers consume the messages from Kafka and send them to another Kafka topic, which is the next part of our data pipe. (The Backend Data Pipeline in the previous diagram). Each consumer reads messages from a specific topic, and there are multiple consumers on each server. Since the data enrichment can be CPU- and IO- intensive, we considered splitting each topic's consumers onto dedicated servers. This would isolate problems like CPU pressure from when handling one topic affects the consumption of another. But, because we run these on physical machines, it's hard to maintain such topology. It requires a larger number of physical servers from different types, and it is hard to scale up and down those servers. ### Message processing affects servers differently In our scenario, the partition assignment between data enrichment servers must be balanced. Processing messages for each topic requires different resources because each topic represents a different event. And some event processing requires more CPU power, others require data to be read from a database, etc. It can create partition bottlenecks if too many similar events are consumed from a specific server and can delay processing for all the events. Additionally, we want to have one consumer per topic partition so the message processing will be as parallelised as possible. We have more servers than we actually need, so we still have a consumer per topic if one or two servers go down. Therefore, when all servers are running, there are few idle consumers. The topology of the consumers' servers Now back to the story of what happened when I added a new Kafka consumer to one of our services. ## The strange thing that happened when we added the new consumer We add new types of events to our infrastructure all the time. We usually just add the new topic and relevant consumers, test everything locally with different CI procedures, and then on production servers running existing consumers. This time, something strange happened when we added a consumer for a new event type. When we added the new consumers on one server in the server pool, other consumers on that server stopped consuming from all other topics. The new consumer had a different group ID and consumed from a new topic, so this shouldn't have happened. We were surprised that it affected other groups and other topics. Here's a visual of the consumer assignment after adding the new topic (Topic 3, or T3) to Server3. You'll see that Server 3 should have active consumers for Topics 1, 2, and 3 (the new one,) yet when we added T3, Server 3 stopped consuming T1 and T2, making them inactive. Consumer assignment diagram after adding the new topic What was going on? We started investigating immediately to figure it out. ## We needed help answering why At first, nothing we looked at could explain why this was happening. We searched online to see if other data teams and developers had suffered this but came up empty. So, we looked at Kafka's code as we thought it might've been an issue with how the group coordinator works in Kafka's clients code. We needed a little help from the Kafka instruction manual (Kafka: The Definitive Guide) to help us understand what was going on: When a consumer wants to join a group, it sends a JoinGroup request to the group coordinator. The first consumer to join the group becomes the group leader. The leader receives a list of all consumers in the group from the group coordinator (this will include all consumers that sent a heartbeat recently and which are therefore considered alive) and is responsible for assigning a subset of partitions to each consumer. It uses an implementation of PartitionAssignor to decide which partitions should be handled by which consumer. - Kafka: The Definitive Guide ### Log files to the rescue By looking at the code and enabling all logs on the ConsumerCoordinator event, we finally found the source of the problem. ConsumerCoordinator's logs on debug level “Aha!" I cried. Looking at the consumer's naming, I noticed that the names have some kind of incremental part which is not related to the groupId nor the topic. It all made sense now. ## The solution was in the partition assignment Looking at the logic of RoundRobinAssignor#assign we discovered that before assigning consumers for each topic in the partition, it sorts the consumers by their member ID. The same logic happens also on RangeAssignor#assign, so the issue I described can happen also if you are using RangeAssignor as your assigning policy. Now, a member ID is composed of two parts: - The consumer ID, which is incremented as the consumer is created, and - a UUID, the universally unique identifier, which is assigned by the group coordinator when a new member joins a group, as per the Apache Kafka Rebalance Protocol. By default, consumer IDs are numbered sequentially regardless of their consumer group. You can see this in ConsumerConfig#maybeOverrideClientId. (Note: consumer IDs can be overridden by a specific value in a configuration file, but we'll get into that further down.) ### Why the consumer ID mattered here When we added the new consumers to the server, they were added to a new consumer group and given low sequential ID numbers. We expected them to be placed at the end of the ID list since they were new IDs. Instead, they were added to the front of the list, which then moved all existing IDs on that server forward. Since the assignor sorts the consumer IDs for each group and we have more consumers than partitions, it assigns all partitions to consumers in servers running without the new consumer groups since their sequential IDs are lower. As a result, the affected servers are assigned only to new consumer groups. Partitions were assigned to the new consumers first, so the old consumers no longer had partitions to consume from the old topics. As a reminder, here are the assignments before and after adding the new consumer again. Before - Server 1: Consumer 0 = {T1, Partition 0} - Consumer 2 = {T2, Partition 0} - Server 2: Consumer 0 = {T1, Partition 1} - Consumer 2 = {T2, Partition 1} - - Server 3: Consumer 0 = {T1, Partition 2} - Consumer 2 = {T2, Partition 2} After - Server 1: Consumer 0 = {Topic 1, Partition 0} - Consumer 1 = {Topic 1, Partition 2} - Consumer 2 = {Topic 2, Partition 0} - Consumer 3 = {Topic 2, Partition 2} - Server 2: Consumer 0 = {Topic 1, Partition 1} - Consumer 2 = {Topic 2, Partition 1} - Server 3: Consumer 0 = {Topic 3, Partition 0; and Topic 3, Partition 1} - Consumer 1 = {Topic 3, Partition 2} Remember, Server 3 stopped consuming from Topic 1 and Topic 0 and that incremental consumer IDs are per server. All consumers on the same server affect the lexicographical order regardless of their group ID or topic. And that was ultimately the cause of the issue. The order in which consumers are created affects the assignment of partitions to consumers. Now that we knew what to fix, it was time to edit the new consumer to avoid affecting the IDs this way. ## Implementing the fix To fix it, we needed to add the new consumers for Topic 3 on Server 3 at the end of the consumer list. This would leave the consumption of T1 and 2 balanced as before, but Server 3 can now additionally consume the new T3. Consumer assignment diagram with the fixed T3 consumption on Server 3 We investigated several ways to implement this fix, but we knew we'd have to create short- and long- term fixes. Given how we could introduce this issue into our infrastructure at large, we wanted to be sure to have a good fix available. ### Our short-term fixes We had two options here: - Stopping and starting all consumers simultaneously. - Decreasing the number of idle consumers on each server. Stopping and starting all consumers simultaneously resulted in adding the new consumers to all the servers at the same time. That rebalanced the old topics across all servers and fixed the issue. However, it's a risky move since there may always be problems if any server doesn't restart as expected. As we investigated the issue, we discovered that even though we increased the server numbers over time due to increased traffic, the configuration of the number of consumers per server hadn't changed. That meant there were a lot of idle consumers, no matter how many servers there were. We could mitigate the balancing problem by playing around with the number of idle consumers on each server. But we still needed that long-term fix to truly solve the issue and ensure we didn't have it again in the future. ### Our long-term fixes We came up with four different long-term solutions that would work, depending on the situation. 1. Force the order of bean creation We discovered that we could achieve deterministic assignment of consumer IDs by controlling the order in which Kafka consumers are created for each service. At Taboola, we use Spring to create the consumers, so we can use the @order code to ensure the order of consumer ID creation. 2. Use client.id consumer configuration to control the order of consumer IDs We can control the lexicographic order of the consumers by adding the consumer configuration client.id to Kafka consumers. It replaces the incremental consumer ID and assigns an incremental predefined identifier to all consumers on a server. We can enforce this usage by commenting the code to ensure that all developers specify an ID when adding a new consumer. 3. Implement Kafka PartitionAssignor We can override the ID assignment method to create the sorting we need by using a custom PartitionAssignor in Kafka. By implementing the assign() method, we can control the exact way we want to assign topic partitions between the consumers' servers. 4. Modify the ConsumerConfig code We can modify the client ID creation code inside ConsumerConfig#maybeOverrideClientId, so that the consumer client ID sequence is per consumer group instead of using a global sequence. This solves the issue because it creates a random balance of consumers through the UUID component of the consumer ID. ## Key takeaways While consumer issues aren't ideal, this one helped my team be better developers, and truly understand Kafka's assignment to the further extent. We learned that: - There's a relationship between consumers on the same service and the assignment of topics on a partition, regardless of the group or topic ID. - Each server increments consumer IDs unless the order is explicitly overridden. - All consumers on a service affect the lexicographical order of consumers on the same service . Knowing all this will make it easier and safer for us to add new consumers to servers and topics, and deliver more information more efficiently to our Taboola customers. --- ### Our Deployment Process: How Taboola Manages Servers for Your Recommendations URL: https://www.taboola.com/engineering/our-deployment-process-pillars/ Last Modified: 2025-01-14 14:37:20 There are more than 350 developers at Taboola, and each day dozens of changes are deployed to thousands of servers in seven different data centers around the world. Yet, our systems serve nearly 500,000,000 unique users every day and rarely experience downtime or a significant bug — all without any backend QA teams. How do we do that? Keep reading to find out the secrets to how Taboola deploys and manages the thousands of servers that bring you recommendations every day. ## Our deployment process pillars At Taboola, we have two main process pillars we use in deployment to be efficient and ensure everything we release is high-quality. The pillars are divided into two main phases: pre-deployment and post-deployment. ### What we do pre-deployment We test every project, change, and code update pretty heavily at Taboola. We use a combination of automated, canary, AB, and side-by-side testing to ensure we only promote the highest quality code forward. #### Automated testing We use over 80,000 unit and end-to-end tests before each deployment. That's 73,000 unit tests executed automatically before each deployment and more than 6,000 end-to-end tests developers execute before each merge to master. Almost every change we make, or every line of new code we add, must be unit tested in Taboola. Our CI/CD platform runs most of these tests automatically when changes are pushed to any feature branch, but it's not the only testing we do. Automated tests are a good first line of defense, but additional safeguards are needed. #### Canary testing Wouldn't it be great to test a new code version on a small fraction of users or traffic, so you don't disrupt anything else in production? And if this small test only took a few hours to run, making it easy to do? That's what canary testing is all about (named after the mining tradition of using canary birds to detect carbon monoxide in underground mine shafts.) Taboola's infrastructure is ideal for canary testing since it allows us to: - Deploy new code versions on a few servers that get only a small fraction of traffic (usually 1% of all traffic.) - Rollback the new code easily if there are any issues, or once the time is done. - Generate automatic comparison reports that identify latency, resource and bandwidth usage, errors, etc. We enable canary testing at Taboola with a single click, making it an easy, efficient, and effective testing method for our developers. #### A/B testing To discover insights beyond the performance-related metrics revealed by canary testing and automated testing, Taboola uses A/B tests. After all, new code versions may perform well technically but don't meet business requirements or objectives. A/B testing uses higher traffic volumes and longer time frames to obtain the data needed to be statistically representative of business-level performance. For example, an AB test may use 10% of overall traffic and run for a full week or two instead of 1% of traffic and a few hours like canary testing. It allows Taboola to measure both system-level performance and business-level performance at the same time. And that gives us a better understanding of how the change would affect business metrics like revenues, clicks, and so on. Even though canary and A/B testing are similar, we don't always do A/B testing because it takes longer (a few weeks versus a few hours.) We tend to do more canary tests than A/B tests, but it's easy for us to do both when needed. #### Side-by-side testing Sometimes there are instances where automated, canary, and A/B testing will miss a coding error. For example, you might refactor a method to change its behavior but not its implementation and unintentionally introduce different outputs than was previously expected. The previous testing types I mentioned may not catch the bug unless the new method throws more exceptions than usual. A/B testing might catch it if the bug impacts a business metric like revenue, but running one for a small refactoring change isn't appropriate. To catch these types of refactoring errors, we use side-by-side testing. It's a type of testing with a short feedback loop and a high confidence level that can be done quickly. It works like this: - Duplicate the piece of code that needs to be refactored, whether it's a method or an entire class. - In the places where you invoked the old method, invoke both methods, the old and the new. - Compare the results of the two methods, which should be the same since the behavior shouldn't have been changed. - Log every discrepancy between the two results. - Deploy this feature branch to a few servers for a few hours, so enough traffic passes through it, and it can be properly analyzed. - Look for discrepancies in the log files. If there are none, you're good to go. If there are, fix them and repeat steps 1-6 until you find no discrepancies. Side-by-side testing is a powerful tool but only works if: - You're refactoring a method AND - The refactored method is a query and not a command. It won't work if you're changing or adding behaviors or refactoring commands. ### What we do after deploying A Taboola developer's work is not done after pre-deployment testing and rolling out the change in production. Post-deployment, we do a few more tests and checks to ensure new changes aren't causing new issues. #### Feature flags For whatever reason, if a new change is causing all sorts of problems in production, developers need a way to disable it quickly or roll back the code to a previous version. Doing a full code rollback is time-consuming and costly since it affects thousands of servers and all traffic. In a large-scale operation as we have at Taboola, every second counts, so a full rollback isn't always the best option. We use it only in very serious cases and really, only as a last resort. The other option is to use feature flags to turn off any new changes in production code. We wrap the code changes in feature flags and keep track of which ones apply to the new code. That way, if something goes wrong, we can quickly turn off that feature flag alone without touching the rest of the production code. (And before you ask, feature flags are a cumulative thing in code, so managing them in a large codebase as we have at Taboola is a big task and a topic for another post.) #### Data verification Another task we do after merging our code to master is tracking and verifying that our code didn't cause any regressions in production. We don't verify every change since we do so many every day, but we try to plan for the projects we know should be verified and what tools we'll use to do that. We store most of our raw data in BigQuery, Google's cloud database, so we run queries there to verify the content we serve after deployment. But that's not the only tool we use. We also use: - Grafana to track unlimited metrics (CPU and memory load, total exceptions, number of requests, etc.) on various aspects of our systems to verify how our changes have affected different aspects of our systems. - Tableau to generate reports on our business performance (number of page views, clicks, revenue, user engagement, active users, etc.) - ELK to aggregate all server logs so we can search them to verify behaviors or investigate problems. ## Final thoughts Keeping large systems, as we have in Taboola, alive and healthy while deploying dozens of changes daily is challenging. The size of our infrastructure environment and developer teams means we need to work collaboratively, test frequently, and monitor our changes even after deployment. Taboola developers have a strong sense of ownership of their work, so they don't just merge their code and forget about it. They use and participate in the various testing layers we have before deployment to ensure their code doesn't break anything. They also actively monitor their changes and quickly act when alerted to a problem. Our post-deployment processes ensure developers know how to efficiently fix a problem, so it doesn't significantly impact the rest of the environment or ecosystem. And that's how we keep the Taboola servers up and running efficiently while still deploying all the changes and enhancements our customers love. --- ### The Challenges of 3rd Party Scripting URL: https://www.taboola.com/engineering/the-challenges-of-3rd-party-scripting/ Last Modified: 2025-01-14 14:37:20 Many years have passed since the first time Javascript entered our web pages, turning them from static forms into the dynamic, vivid creatures they are today. Every year, the amount of scripts, styles, and plugins in every popular site keeps increasing. Inevitably, you cannot expect the site maintainers to develop everything they need on their own. Consequently, they come to rely on external content, tools, plugins, and services to handle many of their growing needs, like buttons, comment sections, ads, chatbots, and more. These tools, usually generalized and used by many different consumer sites, are all 3rd party services. At Taboola, such 3rd party services are a critical part of our product. Namely Rbox, our recommendation product, is a 3rd party service embedded in publisher sites. A dedicated team of top skill front-end developers and web experts are responsible for developing and maintaining the Rbox. Supporting the Rbox is a hard, complicated job, but a rewarding one. When we observe the differences between writing a 3rd party service to writing for the host application, we can find many points of interest: Feature/Platform Host 3rd Party CORS conflicts Usually same origin site and content, so no problems. Can face problems trying to get resources from another source. Main window control Can access whatever variables and API's they want, no objections (unless no browser support). May face clashes with global variables, clash with host API usage, sometimes living in an iframe. Web resource usage Can use as much network bandwidth as they like, whatever libraries they want (as long as their customers live with that). Better not bring too much code and use too much network at the expanse of their host. Content positioning Always aware of where their content is relative to the page. May be placed at every point (may change due to agreements between the 2 sides) and must adjust to every circumstance. Security and compatibility Security very important for company and client interests. Host code should strive to be safe from security breaches, malformed code, and compromised dependencies. Security is even more crucial. In 3rd party scripting, there's no such thing as "too much" security, since 3rd parties act on someone else's site. If there is any doubt about using certain libraries or code aspects, the default answer is "don't" until proven otherwise. AMP Can use whatever AMP components they want and add the amp-scripts they want. Need host consent in order to bring the components they need, have limited availability to the page. Performance Even though the host can suffer from performance issues, it does not always address them. This may be because there is not enough impact, more focus on making content, or no fitting tools to find the problem. Must monitor all traffic and identify performance constantly since host sites can see which 3rd party services cause issues and need to be able to shut them down. Most challenging to 3rd party providers is the fact that most of the scripts are generic across all of the hosts, and those scripts might expose different performance impacts on specific types of traffic. As the writers of a 3rd party script, we cannot enjoy the advantages of using whatever we want, knowing everything we need, and having access to everything a page offers. Worse, since we may “live" in many different sites, each with their own styling, privacy conventions, and state of global javascript context, we need to adapt to every possible situation, sometimes even surreal ones. Let's go over some of the more potent and common challenges and see how we at Taboola handle them: ## This seat is already taken, sir Imagine you're working on your code. You're toiling endlessly on polishing every bit, ousting every bug, solving any edge case, brandishing every feature, just to have everything crash and burn the moment your script is uploaded on the client's site. And for what reason? Because you wrote something like this: // myAwesome3rdParty.js And it just so happens that the host site has a script that looks like this: // HostCode.js And guess what happens? An exception is thrown on your side, and things break (or worse, an exception is thrown on their side and host site breaks), and next thing you know, your customer is on the phone and is furious because you stepped on their toes. So, what can we, as good citizens, do to avoid this chaos: - Namespacing: First, it is beneficial to have our variables with their own prefixes to reduce naming clashes. Most coders use descriptive names for their variables, and they usually wouldn't use our unique prefixes in their variables. This way, we greatly reduce the harm potential - Encapsulate into private “modules": namespacing is easy and fast, but not absolute. Being implemented in so many sites, you can never know what someone may do to alter them. Hence, it is imperative to have our code as isolated as possible. Have all our variables hidden inside code blocks, functions, and modules (which in classic vanilla javascript, would look like this): In the example above, any declared variable will only be visible to this secluded scope and will not clash with the host code scope.Unless someone does something careless… ## Who moved my API? Do you think overriding someone's variable is bad? Imagine what happens when you override a webpage API. So, let's imagine you would like to use an API like IntersectionObserver in order to know when certain elements are in the viewport. IntersectionObserver is a native API, so you don't even need to import it from anywhere! And yet, it is not supported on IE, so a bit of caution is necessary. You decide to go with this approach: window.IntersectionObserver = window.IntersectionObserver || myintersctionObserverPolyfill; Seems legit, right? In case the browser supports IntersectionObserver, you will use native implementation. If not, you can have your own polyfill, and everything's fine, correct? But, what if you're not the only one who thought about this? What if the host code does just this: window.IntersectionObserver = window.IntersectionObserver || theirIntersctionObserverPolyfill; This means that either you're going to use their polyfill, or they will use yours in any browser that does not support native. Since there may be various versions to even native APIs, things can get tricky.And this is just one example. Caution is needed when doing something like overriding anything that sits on 'window.' A better method would be: const myintersectionObserver = window.IntersectionObserver || myintersctionObserverPolyfill And use myintersectionObserver in your code instead. One must be careful when changing something that the host site may employ. This is also true to external library clashes, prototype overrides, and more. ## Floating red boxes are a tradition here Ok, so you were careful. You put every variable, every class, every style in isolation. You know your code and the customer's code live in parallel universes. There shouldn't be any problems now, right? They'll do their thing, and you do yours, and you'll all live happily ever after, until... But how??? We have no similar classes. We made sure to get everything specified to the max.Alas, CSS doesn't care. Consider the following code segments: // myAwesome3rdParty.css And their code: // HostStyle.css What a mess! These are some predatory rules, and they might work fine for the host since they built everything around it. But it sure doesn't work right for you. Worse, you may think to get your styles hyper specified, something like: here is the code: This may be useful in some cases, but then they hit you with the worst offender of all: !important Which nothing can beat. ## Is there a solution? One of our basic solutions for publishers is custom CSS hooks, which means that we can add additional style rules in order to reconcile the gaps between us and a specific publisher . We can use higher specificity rules, change the way we uphold our styles, and in some rare cases, even use an !important or two just to set things right. Using these should be very subtle, but it allows a generic service to be more user-tailored. ## Live in the pod (and eat the bugs) There are many types of 3rd party services. Some of them as simple as showing a small ad, a little panel with some content, a button that sends ajax, or even a nice slideshow. But some 3rd party services can get very complicated. Taboola, in particular, offers some features that may count as very “invasive" to the page, such as: - Next up - a floating ad fixed at the bottom of the page - Read more - shortens and hides part of the article - Explore more - takes over browser history to affect “back" functionality - Stories - small, ad circles at the top of the page What if: - We are in an (unfriendly) iframe and can't access the page or page APIs. - AMP - scripting is very limited, and we can't use custom UI outside AMP components. - PWA/SPA - apps built in a structural, restrictive way that may not integrate well with how we do things. Were these brands more mainstream, it would have been severely damaging for us. In these cases, many of the previously mentioned features would break. In fact, even our base functionality can suffer greatly. How do we work against this? In the case of AMP, we have our dedicated AMP component in Google, which loads our widget inside an iframe while retaining most of our abilities. As far as iframes are concerned, we use messaging and events between the hosts and us, enabling us to do several UI actions even without control outside our iframe cage. For modern frameworks, we have already started planning for special wrappers written in respective frameworks (such as React) that will enable us to be more in line with the surrounding implementation. ## When byte gluttony goes bad The web is a fast, dynamic place, and whoever gets too slow goes broke. Research shows that even mere milliseconds more in page load can drastically reduce the number of users a site receives. For such reasons, site maintainers do their best to reduce their loading and rendering times and ensure that UX stays as fluid as possible. It is also one of the cornerstones for initiatives like AMP. But what happens when said site owners use 3rd party providers, and those 3rd party providers are bogging down the site with many kilobytes (or even megabytes) of their own content? This content can be slow loading, harm UX, and even reduce SEO for the site. There are several ways in which we make our product more friendly for the host site: - Lazy loading: our core scripts come in large chunks, which weigh on the host site. However, any module that is not required immediately for the operation of service will be lazy loaded instead to balance the load on bandwidth and page load. In the future, we plan to make it such that any piece of code that is not required for a publisher will not be loaded. - Monitoring: as part of our performance improvements, we are tracking core web vitals, CLS (Cumulative Layout Shift), FID (First Input Delay), and LCP (Largest Contentful Paint). We also work on features that improve performance on these metrics. An entire stream of developers is dedicated to solving problems in these domains and providing solutions to publisher complaints. ## IE for life Javascript has gone a long way since it first appeared. After the big jumps of ES2015,16,17, we have so many great language features, so much syntactic sugar and shortcuts to make our life easier and the code more readable. CSS has gone a long way too, and every new invention helps us build a more robust experience. Many new apps and sites may choose to neglect old browsers and direct their attention to the vast majority of users on modern browsers - they live in the Chrome world, and for them, life feels like an idyllic dream. However, we at Taboola still work with many publishers worldwide who serve users with a wide variety of systems and user agents. We cannot neglect all legacy browsers and devices and must act accordingly while developing and maintaining our code. ## It's always your fault! After all is said and done, and you have made sure your work is covered, tools and good processes are in place, and everything is working just as you intended. You sit back, relax, and see if your customers are happy with your product. Then, your customers call to complain that things are not working. You're baffled, and start double-checking everything you did, considering the most absurd possibilities and any mistake on your side. Just a few hours later, you find out it was an integration done wrong. Mainly because your client got the wrong notion of what exactly they can do with the service you provided them. Does it sound frustrating? Yes. Does it seem outrageous that they still blame you, and you are the one who needs to help them out? Yes. But that's how this works, and if the customer is not pleased, the customer will not keep using your service. So indeed, it is always your fault, and even though no product is fool-proof, you need to make sure you do everything in your power to avoid them making mistakes. At Taboola, employees are always on call in case of an emergency. Our experience finding and solving production issues is very high, sometimes mere minutes after a customer complains (or even before). Our product is not bulletproof, but we find and fix it very quickly if there is a problem. ## After party There are many challenges in 3rd party scripting, but the possibilities and benefits are vast. Being able to easily integrate into many products, make and gain value wherever your code lies, and spread that code around the web like wildfire is a huge opportunity. It is no wonder that in order to achieve this, one must be careful and considerate. Of course, being an expert in web development doesn't hurt! There are more points to consider, but I hope the above gave you enough material to understand the basics of this wild, wild web. --- ### Samplex: Scale Up Your Spark Jobs URL: https://www.taboola.com/engineering/samplex-scale-up-your-spark-jobs/ Last Modified: 2025-01-14 14:37:21 # Using Samplex to Scale Up your Spark Jobs When I encountered Taboola's data a few years back it struck me that everything I've heard and learned about Big Data wasn't really Big Data. ## Understanding Scale Taboola's big data environment is on a massive production scale, with petabytes of data flowing through data pipes. And with thousands of different workloads running constantly over this data, Taboola generates enormous amounts of raw data each day, ~100TB, not including all further aggregations created for the sake of reports and analysis. Such data is constantly used in various applications throughout the company, in applications such as Deep Learning, business intelligence (BI) analysis, and reports. When working with big raw data, we often seek to optimize downstream jobs and prevent unnecessary crunching of the entire dataset. This is achieved by creating subsets of the raw data typically needed for different jobs or common queries. A classic example is applying the same filter over data for different downstream pipelines. ## Multiple Reads Wastes Resources Over time, we at the Data Platform Group identified a growing number of Spark jobs that produced different subsets of our full dataset for later use in downstream queries. Each of these queries required substantial resources to query the full dataset, filter it, and save it back to HDFS. It seemed like a waste of resources... if only we could read the full dataset once and produce all these subsets in a single Spark job. The naive and straightforward approach is to produce different subsets of the data by reading the source data frame and then save the data multiple times with multiple predefined filters, as in the following example: Spark is lazy, each write action would trigger the entire DAG (a workflow on Spark's scheduling layer) for that action, so it will require Spark to scan the whole data several times with a corresponding number of write actions. We could rather try caching the input data. Unfortunately, we are dealing with huge amounts of data that is too big to fit in memory, even with dozens of executor nodes. In addition, each subset we produce might benefit from predicate pushdowns and other storage optimizations to avoid reading the entire data. But with many different filters, and over very complex schema, we can't really store the full data optimized for every read path, without keeping different projections of the full dataset. ## Read Once Write Many We decided to accept the challenge and find a solution that would involve a single Spark action, with no caching (and without reading the data multiple times). Our solution, which is described hereinafter, saved us an abundance of resources, and we even open-sourced it. We realized that we needed to return to basics and take ourselves out of our Spark SQL comfort zone. We used Spark core functionality to go over each Parquet row, apply a series of different predicates to decide which subset(s) of data it should be written to, and write to multiple output locations the rows that met the predicates' conditions. ## Samplex Usage The Samplex application programming interface (API) implements two interfaces for every output dataset. The first is `SamplexJob`, which defines the destination path for the output written to, and a `SamplexFilter` that defines the predicate used. SamplexJob - in which you should provide destination path, Record, and Schema filters. SamplexFilter - which will tell to the samplex which record should write to output SchemaFilter (optional) - in which the user should define the fields to keep or remove based of Block/Allow lists. When you have your SamplexJobs ready just create a SamplexExecuter and provide your jobs. Please look at the full examples at GitHub. While testing Samplex, we encountered a bug (as described in PARQUET-1441), in order to solve it we used the latest version of the parquet-avro library and used maven-shade-plugin to relocate it under Samplex open-source. ## Things to Note Using Samplex, there are few considerations that one should be aware of: - Parallelism - With Samplex, each parquet part is fully processed within a certain task, and data cannot be split and repartitioned to achieve higher parallelism. Basically, Samplex is capped in parallelism by the number of input files. This means that if a parquet part contains multiple row groups, they cannot be processed in different spark partitions as they might be with SparkSQL. - Number of output files - The output of Samplex is also determined by the parallelism used. If a certain output subset is very small, it cannot be coalesced to fewer parquet parts, i.e., all outputs are written with the same parallelism. - Predicate Push Down - Samplex cannot benefit from any predicate pushdown mechanism, as this is counter to the idea of Samplex where each output uses a different filter. Applying predicate pushdown would require intersecting the predicates for all subsets of data. - Tuning - Additional configuration that may help to boost performance is to add more cores per task (spark.task.cpus) as writing of outputs performed in parallel in the same task. Some of the concerns above will be resolved as Samplex development continues. Note that all developers can contribute to future Samplex versions, whether it's by identifying and resolving bugs, suggesting new features or improvements or simply by brainstorming. ## Results Our benchmark of Samplex vs naive usages of Spark SQL to produce sampled data, included 4 sampling filters over 1.1TB of parquet data. In both cases, we allocated 800 CPUs for Spark. Moreover, to avoid any bias of data locality, Spark executors were not running over HDFS cluster machines. During our proof of concept (POC), we found a significant improvement in execution times with the same resources as used before, with over 50% reduction in overall duration and even greater reduction in total bytes read. The overhead of adding another filter for Samplex is much smaller when compared to adding another independent Spark job. Furthermore, by using threads for writing the output we were able to exploit our resources more effectively. Our benchmark was conducted as follows: - Producing four different subsets - Number of Input Files: 4500 - Total Input Size 1192.0GB - Number of Records: 337,693,147 - Number of Columns: more than 1600 (with deeply nested schema) - File Format: PARQUET - File Compression: SNAPPY ## Conclusion We love Spark, it is one of our core technologies at the Data Platform Group and a key technology in our stack since it’s early releases. It has never failed us. But with our scale, we often need to think outside the box, and find creative solutions to leverage the technology at hand and do things more efficiently. With over 700 compute nodes (~30000 cores) in our Spark clusters, we strive to maximize the efficiency of available resources. As new initiatives in R&D require more computing power, we always prefer to scale up, rather than blindly scale out before pursuing other alternatives. --- ### Building a Puppy POC: How Product Methodologies Guide My Work and Home Decisions URL: https://www.taboola.com/engineering/building-a-poc-for-a-puppy/ Last Modified: 2025-01-14 14:37:21 Many R&D buzzwords and acronyms can seem like complex jargon — unnecessary shortcuts for concepts that are already pretty basic. But really, the good ones are put in place to help processes flow more smoothly. And they're so simple, even a child can understand them. I learned that first-hand during the pandemic. As the VP of Tech Operations for Taboola, I specialize in accelerating teams to develop products. And I've always believed that an agile and iterative approach leads to a successful and innovative company. Now, my ten-year-old daughter understands that, too. Here's how it happened. ## The Pitch In March 2020, my family was doing what many others around the world were doing: staying safe and quarantining in our home. As many others were experiencing, nothing seemed to be going well. Then, to make matters more stressful, my daughter started asking (a.k.a. begging) for a dog. Despite my off-hand joke about her little brother already being a sort of pet, she made a face and went to ask my husband instead. His response? “Yeah, maybe." “Oh no," I thought. “Big mistake!" ## Assessing the Product-Market Fit Then my business side kicked in. While handling my toddler son who was trying to “help" with the dishes by dangerously perching himself on the counter, I turned to my daughter and said, “Sure, you can have a dog. But first, let's do a POC." I didn't even think before I said it. I just blurted it out as if I was in a meeting with a colleague. Here's how that conversation went: Kid: A PO what? Me: A POC, dear. It means "proof of concept." If you really want a dog, you need to prove that it is feasible. Kid: Ok, let's get a dog and I will prove it to you. Me: No, no, you're missing the point. I won't get you a dog until you prove you're capable of having one. Why waste time and energy on finding a dog if you might not be up to it? Finally, we agreed on the following terms for our POC: My daughter needs to take an imaginary dog with an imaginary leash for a walk twice a day around 6:00 AM and 6:00 PM. If she can do it, the MVP, or minimal valuable product, would be to have a four-legged animal at home for a few days. (I figured the neighbors would be happy to let us sit with their cat for a short period of time.) My daughter said she understood, but she still thought it would be a waste of time because, in a few days, we'd be back where we started — with her asking for a dog. “Ok," I said. “Let's see in a few days." ## The Results Two days later… Kid: Mom, will you go for a walk with "the leash"? It's cold outside. Me: No way! Are you saying the POC failed? Kid: *Grunts and slams the door on her way out for the walk.* The next day, at a family barbecue… Me: It's 6:00 PM. Enjoy your walk, sweetie. Beware of cats on the way. Kid: Oh, no. I forgot to tell you. The POC failed. We won't be doing the MVP after all. Pass the kebabs, please. Me: *Smiling, knowing what victory feels like.* Thirty seconds later… Kid: By the way, mom, what's the POC for hamsters? Me: *Not smiling anymore.* ## The Takeaway Looking back, I think this experience had three positive outcomes: - Sharing more of my work life with my daughter - Helping my daughter learn about the responsibilities of owning a dog - so that I won't find myself taking care of her dog - Experiencing how useful and valuable it is to use concepts like POC and MVP in real life In fact, I already have my next lesson planned! If we must go into lockdown again as this pandemic continues to unfold, I think I'll use the opportunity to explain how my kid's Nintendo Switch affected the EBITDA and cash flow of the household. You know, good old family fun! --- ### From Home Support: Our IT Transition to Work-From-Anywhere URL: https://www.taboola.com/engineering/work-from-anywhere-support/ Last Modified: 2025-01-14 14:37:21 During the pandemic, most companies quickly adapted and moved to a work-from-home model, as a sudden necessity of the lockdown restrictions introduced by efforts to combat the spread of COVID-19. For most workers, this was a new way of thinking. But for others, more specifically, in IT and Support departments, this was more than an expansion of their existing arrangements. From an IT and Support perspective, what makes working from home more challenging than working from the office? ## Hey there! Can you help me with this issue? In some countries, employees are returning to their offices, even if only part-time. But office life, as we knew it, has changed dramatically. For a corporate IT team, the list of work-from-home challenges is long. It includes the shutdown of IT logistics, the primary support location, internal client connectivity, protection, and more. For many companies, the office serves as a mini-hub for IT logistics. If something doesn't work with your computer set-up, you can call up an internal IT expert, and they will help you out, whether it's a software upgrade, new cable, or broken hardware. The center of IT services isn't just around the corner from your desk anymore, waiting for you to ask for help. We now have to bring logistics to the employees. Delivery services provide an alternative for the need to visit the office, although a cost is attached. Yet, the most significant change is the barrier to receiving personal support. Many larger support organizations have remote desktop support or call centers. For many smaller IT shops, this isn't the case. You can't just drop by when you have an issue. You can't just ask someone at an adjacent desk to open a ticket for you. ## Does your home need an IT upgrade? Your home IT infrastructure might not meet the minimum requirements needed to operate effectively and securely. Anything from home WiFi coverage, ISP speeds, ISP performance issues, and VPN connectivity problems (for the few resources that still require VPN access) can be deficient. There is no corporate-level support for home networks, and now there are more users on your home network, such as children in remote schools or spouses and partners also working from home, both eating up bandwidth. From the perspective of the IT department, the single, reliable corporate network suddenly became hundreds of home networks. Multiple home networks are now part of the company IT realm from a single network under close IT control and support. From the perspective of the IT department, the single, reliable corporate network suddenly became hundreds of home networks. From a single network under close IT control and support, multiple home networks are now part of the company IT realm. Every home network issue becomes a productivity issue. Multiple users with the same problem might become a shared ISP problem or an extremely chatty application consuming too much bandwidth or causing a DNS issue. The list goes on. Because of this shift to home offices, there are many new problems to consider and address. ## We found our “why" The ability to help direct our employees and improve their work experience is part of what we do in IT. Our goal isn't to manage corporate networks, but to provide business enablement, empowering our employees to do their work effectively. This is why we come to work, and this is what the business needs from us. Enabling the team to focus on improving the day-to-day work and productivity of the organization was a project everyone enjoyed working on. We decided to build our own "Home-IT" proactive monitoring system. This needed to be a light and agile solution that would provide our IT team and employees with clear visibility of their working environment. ## Improving the user experience with data How can we improve our users' experience in this new, sometimes chaotic environment? Of course, being IT geeks, our IT and Support Taboolars first looked for data, statistics, and observability to help solve our problems. Being data-driven is what allows us to learn and improve daily at Taboola. We looked for a way to bring in data from every laptop and device connected to our applications and systems. From that data, we would try to find patterns and help support users in a meaningful way by proactively identifying and resolving individual user issues alongside regional or home network-related problems. When reviewing months of "work from home" support tickets, we discovered which statistics would be the most useful: - OS statistics (CPU, memory, disk capacity, running apps, versions, uptime) - Network data (connection type, signal strength, DNS, and ISP) - Network statistics (packet loss and RTT to multiple targets - over VPN, fixed points, and 2nd hop) This data could help us provide users with quick answers to many of the questions regarding the state of their connection and the problems they may be facing — anything from a weak WiFi signal to a saturated home Internet uplink. ## The project The solution we set out to build had to solve the issues in our new working environment. Also, we wanted to use what we already had to avoid deploying new tools. To that end, we defined the following: - The solution should support both Windows and Mac workstations. - No new agents should be added to the OS. - No installations of any tools into the working environment. - VPN should not be a factor when collecting the data. - There should be a minimal impact to users' devices. To our benefit, we did have the advantage of a managed OS environment. All our workstations are centrally managed and have some agents on them already, so anything we did had the ability to use our central management system. ## Solving the data collection challenge Following a brainstorming session, we found that creating a local script using only the existing OS tools could actually work. The data was readily available with command-line tools, which was the "easy part." Checking for connectivity, CPU levels, OS version, or IP information would be no problem! Checking the packet loss statistics for the second router up the chain, again, no problem; there is also a tool for that. The main issue was the data collection. How do we bring in all the data in a secure fashion yet avoid the use of VPN? Our choice was to upload the files to a cloud repository. We decided to use the cloud as a go-between and provide the end-user with a destination unique to that user's machine for convenience. Creating a write-only key that doesn't have read permissions was part of the security design. If the user can only write and never read, no data will be exposed even if the key is lost before the next rotation. On the local drive, we keep only a limited size log and manage the log rotation (as we didn't use any log tool, but a script, that logic needed to be taken into account as well). ## How did this help us? (and how can it help you, too!) We did this project with the belief that it would make a difference. Little did we know how much of a difference that would be. Now, when a user calls in for support, we already have lots of baseline and historical data about the user's environment. This data is well beyond the local OS and crosses into the working environment of the user. Packet loss on the local network? Weak WiFi signal? VPN connected with no DNS update? All of this is, and more, now available in data that we can easily access. Support calls have reached an exponentially faster resolution due to the data being already available for the support engineer to read. For the more technical users that want to check on their own, there is now a local log of multiple potential issues they can see. The impact on the user's support experience is profound. There is no longer a need to open a ticket and provide a call back with "check this/do that." The calls now start from an insightful point, and we already see the time to resolution of support cases shorten. We are also seeing the comprehension of the support reaching deeper into the user's work environment. ## A note on privacy We take user privacy very seriously and collect only operational data that can help solve problems. The data collected is limited to system monitoring data, the same data normally collected from servers (on-prem or in the cloud). The data collected from the laptops is hardware and operational related, with no user actions being collected in any way. ## Conclusion Although we were suddenly plunged into a challenging situation with the onset of the COVID-19 pandemic, the Taboola IT team was able to rise to that challenge. Supporting both staff in the office and at home during different phases of the virus outbreak meant that we needed to quickly develop tools to help us diagnose problems across our new universe of multiple home-based networks and hardware. By working together, leveraging the power of the cloud, and using existing tools, we were able to smooth the path for better IT solutions for those at home and continue to support the business and our colleagues effectively. --- ### We Have Only Just Begun: A Message from Our SVP of Research & Development URL: https://www.taboola.com/engineering/we-have-only-just-begun/ Last Modified: 2025-01-14 14:37:21 *Excerpt from email originally sent by Aviv Sinai to Taboola's R&D team There have been so many new, exciting changes happening at Taboola. We became a public company, a huge milestone for Taboolars everywhere. We also announced our plans to acquire Connexity, bringing eCommerce recommendations to the open web. And this is just the beginning. I've been getting messages from friends, family, and colleagues wishing me congratulations, echoing that this must be amazing closure for almost 14 years of work. By definition, closure (the end) couldn't be further from what I feel. For me, this is just the start of something grander. In 2004 Google went public with fewer than 2,000 employees. I bet Larry Page and Sergey Brin, CEO and president of Google's parent company, Alphabet, respectively, didn't feel closure when they IPOed, as they were so far from realizing their vision. We all know what Google has accomplished since then! For all the years I've been at Taboola, I can't think of another time when we've had so many opportunities (and challenges) in front of us, while also kicking-off numerous initiatives, projects, products, and technology advancements. We are reinventing how we think about our current products while considering the need for specialization. We are adding new advertising sources, from new verticals to new customer segments. We are working on new user touch points on publisher sites, apps and mobile devices. We are revamping our algorithmic and AI stack, focusing on making both more scalable and safe while changing the basic concepts on how we train, serve and model our algorithms. And that's not all. Taboola has completely new web platforms, including Taboola Ads. Our team will continue to innovate and build new Ad Formats and UI Innovations. We have built our own NLU stack and content lake infrastructure. We've completely changed how we conduct experiments at scale, and how we create infrastructure to build, deploy and test the software and models we build. For example, we're building our next generation front-end generation engine, with new tools and infrastructures that would increase our scale and performance of all systems. We're reimagining what we can do with Taboola Newsroom and insights, revamping our bidder to become a platform used by many products, and rearchitecting our core advertising platform and stack. We're reequipping our already state-of-the-art data platform to support our needs internally, our users' needs, and our new systems. This, and more, will allow us to succeed in our previously mentioned goals and many other new beginnings that we predict are just around the corner. I don't feel closure, because our products, technology, and platforms are just the foundation of what they could be for our users and our partners. Looking at the hard work we've already mastered - now is the time to take our creations to the next level. While being mindful of the amount of (cool) work ahead of us, it is an excellent time to think about what we have accomplished, and to me, the proudest and most unique achievement at Taboola is our team. Together, we've built a strong Research & Development (R&D) team that comprises hundreds of engineers, working from around the world: Israel, US, Taiwan, Ukraine and Greece. Writing code is the easy part. This is the basic undertaking which is expected of us, engineers. However, this is not enough. If one wants to build a strong team that can accomplish anything, the most important thing is one's culture. We've built a team with one of a kind culture: a culture based on collaboration and helping one another, owning our tasks end to end, knowing our business while accomplishing our to-do list with amazing craftsmanship and professionalism. Having Taboola's R&D team gives me the ability to know that we can do anything. I look forward to working on all these new beginnings, and I look forward to seeing how our products continue to improve and grow. But mostly, I look forward to working with my team. Celebrate each and every day, as tomorrow will continue to bring even more exciting beginnings. If you're interested in a career at Taboola, we're hiring internationally! Please visit our website to check out our open positions. Disclaimer – Forward-Looking Statements ###### Taboola (the “Company") may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies and our projections for future periods. Words such as “expect," “estimate," “project," “budget," “forecast," “anticipate," “intend," “plan," “may," “will," “could," “should," “believes," “predicts," “potential," “continue," and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors" in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### ScORe - Schema On Read for Spark SQL URL: https://www.taboola.com/engineering/spark-sql-score/ Last Modified: 2025-01-14 14:37:22 ## The world is not flat, it’s highly nested With over 4 billion page views per day and over 100TB of data collected daily, scale at Taboola is no joke. Our primary data pipe deals with masses of data and endless read paths. Could we optimize our schema for all these read paths? Guess not... Our schema is HUGE and highly nested. After digesting the data, we keep it in hourly Parquet files on HDFS, where each hour consists of about 1-1.5TB of compressed data. Our schema roughly looks like this: root |-- userSession: struct | |-- maskedIp: long | |-- geo: struct | | |-- country: string | | |-- region: string | | |-- city: string | |-- pageViews: array | | |-- element: struct | | | |-- url: string | | | |-- referrer: string | | | |-- widgets: array | | | | |-- element: struct | | | | | |-- name: string | | | | | |-- attributes: map | | | | | | |-- key: string | | | | | | |-- value: string | | | | | |-- recommendations: array | | | | | | |-- element: struct | | | | | | | |-- slot: integer | | | | | | | |-- type: string | | | | | | | |-- campaign: long | | | | | | | |-- clicked: boolean | | | | | | | |-- cpc: decimal(10,4) It contains over a thousand columns, with repeated fields and maps interwound together. Parquet is a columnar format, allowing one to query for a certain nested column without reading the entire structure containing it. So in the example above, one could execute the following query without fetching the entire userSession data to the client: select userSession.geo.city from user_sessions We use Spark widely to produce reports, carry out our billing process, analyze A/B tests results, feed our Deep Learning training processes and much more. But Spark turned out to be crude when pruning nested Parquet schemas. It surprised us to see that running the above query in Spark SQL would result in reading the entire data into Spark executors. Redundant fields are omitted only on client side, leaving us with the required fields for the query (highlighted): root |-- userSession: struct | |-- maskedIp | |-- geo: struct | | |-- country: string | | |-- region: string | | |-- city: string | |-- pageViews: array | | |-- element: struct | | | |-- url: string | | | |-- referrer: string | | | |-- widgets: array | | | | |-- element: struct | | | | | |-- name: string | | | | | |-- attributes: map | | | | | | |-- key: string | | | | | | |-- value: string | | | | | |-- recommendations: array | | | | | | |-- element: struct | | | | | | | |-- slot: integer | | | | | | | |-- type: string | | | | | | | |-- campaign: long | | | | | | | |-- clicked: boolean | | | | | | | |-- cpc: decimal(10,4) In this scenario, given that the other elements in the schema are repeated, we may very well end up throwing away 99% of the data that we fetched from Parquet. Image 1 depicts the total input size and execution time for one of our actual (but not heaviest) queries in production. It reads into Spark about 350GB (out of 1.1TB of hourly data). Total time across all tasks: ~60h, with 36MB input per task on median. Image 1: stats for stage reading input for production query ## Prune it yourself We decided to make it easier on Spark, and “flatten” our schema as much as possible. That is - prune any nesting level for non repeated or map fields. So our above example schema then looked like this: root |-- userSession_maskedIp: long |-- userSession_geo_country: string |-- userSession_geo_region: string |-- userSession_geo_city: string |-- userSession_pageViews: array | |-- element: struct | | |-- url: string | | |-- referrer: string | | |-- widgets: array | | | |-- element: struct | | | | |-- name: string | | | | |-- attributes: map | | | | | |-- key: string | | | | | |-- value: string | | | | |-- recommendations: array | | | | | |-- element: struct | | | | | | |-- slot: integer | | | | | | |-- type: string | | | | | | |-- campaign: long | | | | | | |-- clicked: boolean | | | | | | |-- cpc: decimal(10,4) As you can see, if one wants to query now for the city column, Spark doesn’t need to read the entire data, only the queried column will be read. But what if we wanted to compute the revenue (the sum of cpc for all clicked items)? We still had to read a lot of data, the entire userSession_pageViews instead of the fields participating in the Spark SQL query below. select sum(rec.cpc) from user_sessions lateral view explode (userSession_pageViews) as pv lateral view explode (pv.widgets) as widget lateral view explode (widget.recommendations) as rec where rec.clicked = true We came across the notorious SPARK-4502 bug. Though there was an open pull request for this, it was not progressing as quickly as we needed... We realized that if we provided Spark with the required schema, making it “blind” to the unnecessary payload, we could reduce input size for our queries. We tried it for a couple of queries and it showed promising results. We even used it in production for our heaviest queries, providing the schema manually. But with dozens (and nowadays hundreds) of routine queries, we realized manual pruning just wouldn’t scale. ## Giving it our best effort While the heroic thing to do was to buckle down and help with Spark PR, there were few reasons to take a different course of action: - It’s still out of our hands - months could still go by until the issue is fixed in some future Spark version, along with all of the risks involved in upgrading. - Even if a fix was slated to be released, we didn’t want to constrain ourselves to upgrading. We have a mono repo with multiple services and different use cases, and upgrading is challenging (but that’s for another post). We decided to tackle it from a different angle, one that is based on the fact that Spark is using lazy evaluation, and so we developed ScORe (open source) for Spark SQL queries. Given any Spark SQL query, we can take its logical plan, and gauge which columns from the underlying data source are participating in it. We can then create the required schema, and then recreate the dataframe with the schema that we generated. It is only then that we perform any action. So we basically take the original (full) schema, and try to nail the perfect ScORe (schema on read) out of it. ## Traverse the woods Deriving the required schema for a Spark SQL query starts with passing the LogicalPlan of the query to SchemaOnReadGenerator. The examples in this section will assume the following schema: root |-- nestedStruct: struct | |-- childStruct: struct | | |-- col1: long | | |-- col2: long | |-- str: string |-- someLong: long |-- someStr: string #### Simple Enough Let’s consider the following Spark SQL query: df.select(“someLong”, “someStr”) .filter(“someLong = 5”) .select(“someStr”) You probably noticed that the query is very simple, over top level columns. This would help us understand how ScORe works, and later on we’ll get into a more complex example. Back to our query. This is what the logical plan looks like: 'Project +- Filter (someLong#52L = cast(5 as bigint)) +- Project +- Relation parquet A LogicalPlan is a TreeNode object. Each TreeNode contains a sequence of TreeNode children, and according to its concrete type class, other properties. For instance, the Project is by itself a LogicalPlan, having a single child LogicalPlan, and a ProjectList. In our example, the ProjectList contains `someStr`, and the child LogicalPlan is the Filter. We iterate over the LogicalPlan bottom up, using TreeNode.foreachUp, as illustrated in Plan 1 (note: tree presented according to traversing path, so bottom is up and vice versa) , keeping a SchemaOnReadState object. Plan 1 - iterating the plan bottom up (note the tree is upside down) For each TreeNode in the LogicalPlan we apply different logic. For example, for the LogicalRelation, which holds an HadoopFsRelation, we store the relation reference in the state, and mark it as currentHadoopFsRelation. Upon storing the relation reference, we also create a RelationSchema object for it, with full schema being the LogicalRelation schema of the underlying data, and an empty StructType for schema on read. Moving on to the parent Project (Project_2 in Plan 1), we iterate the ProjectList and update the RelationSchema’s schema on read with the columns we identified. In this case our partial schema would look like this: root |-- someLong: long |-- someStr: string Next, visiting the parent Filter, we iterate on the condition and update the RelationSchema with the newly observed columns. In this case, someLong is already present in schema, so there is nothing to update. Finally, we get to the uppermost Project (Project_1), which already holds someStr, so again, no need to update.. Now that we’re done traversing the plan, we can use the created schema on read: Dataset<Row> df = sparkSession.read().parquet(“/path/to/parquet”); df = df.select(“someLong”, “someStr”) .filter(“someLong = 5”) .select(“someStr”); StructType schemaOnRead = SchemaOnReadGenerator.generateSchemaOnRead(df).getSchemaOnRead(“/path/to/parquet”); Dataset<Row> reducedSchemaDf = sparkSession.read().schema(schemaOnRead).parquet(“/path/to/parquet”); // repeat the same query reducedSchemaDf.select(“someLong”, “someStr”) .filter(“someLong = 5”) .select(“someStr”); Notice that the schema on read for our DF is accessed by the path to the data. We have to assume there’s no single schema to be provided for the query, as the query might represent a join between several data sources, each with its own schema. If we chose to provide an alias in the query, we also could have retrieved the schema by alias. #### What Are You Implying? Let’s review this simple Spark SQL query, but without the bottom project: df.filter(“someLong = 5”) .select(“someStr”) While we didn’t explicitly instruct to select someLong in the scenario below, it’s implied by the filter node. Plan 2 – field appears only in Filter node As we traverse the plan here, we again populate the schema on read for this query, but this time we only add someLong when we encounter the Filter, and then add someStr as we get to Project. The resulting schema is the same. #### Things Are Complicated... Let us consider a more tricky Spark SQL query with nested fields: df.select(df.col(“nestedStruct”).as(“myStruct”)) .select(“myStruct.str”) The LogicalPlan illustrated in Plan 3 Plan 3 - nested fields and aliases In Project_2 we query for nestedStruct. But we don’t really need the entire nestedStruct. In Project_1, we only take the str field from this nestedStruct. But to make things more complicated, we also have an alias for nestedStruct ? We need to keep track of this alias, and exclude the redundant columns from the nestedStruct schema. For each Relation we’re handling, we keep a map of SchemaElement objects. The SchemaElement can represent a concrete column from the relation schema, or it can represent a shadow instance of such a concrete SchemaElement, with the given alias. So when we encounter myStruct.str, we know that myStruct is an alias for nestedStruct, and that the str column is required. Eventually, when deducing the required schema, we know that all we wanted from this nestedStruct is str, so we can toss the rest of its inner columns. Another pleasant complication -- given the above query, suppose we sort it by nestedStruct (even though it seems to make no sense). df.orderBy(“nestedStruct”) .select(df.col(“nestedStruct”).as(“myStruct”)) .select(“myStruct.str”) Obviously, when we order by nestedStruct, we imply ordering by the entire content of it. If we had reduced our schema to have only nestedStruct.str, that would have changed the entire semantics of the query and yield incorrect results. So how do we decide if we need the entire nestedStruct schema (for ordering), or just part of it (based on projection)? We introduced the notion of conditional vs mandatory full schema. When visiting a TreeNode element while traversing the plan (see Plan 4), we mark whether the column requires the full schema (Sort node) or not (Project node). All of these attributes were taken into consideration while wrapping up the final schema on read. Handling orderBy is also one of the most dangerous manipulations we can apply. Unlike many other clauses in queries, if we omit childStruct out of nestedStruct, we will not get a runtime exception, but we will get wrong results. So by all means, test coverage was one of the top most concerns in this project. Plan 4 - Mandatory and conditional full schema Even with these 4 examples, we have still only covered the tip of the iceberg. Things get more complicated with aggregations, window functions, explodes, array and map types etc. ## Where trees are felled, chips will fly ScORe is not flawless, it’s a best effort solution. No doubt we have corner cases in which it will fail to generate a correct schema, or even fail to generate any schema. In fact, we do face such issues occasionally, and we address them as they come. A classic example is a Spark SQL query that involves invoking a UDF on some column with a nested schema. The UDF is a blackbox, and so ScORe must assume we need the entire schema, even if the UDF needs only a subset of the schema. There are other edge cases that we might encounter in production, as the syntax we support is mostly based on real production use cases. If tomorrow a developer or an analyst would use the PIVOT clause in a Spark SQL query, ScORe will probably fail. As any other production code in Taboola, metrics are our eyes and ears. Nothing gets to production without proper visibility, and the scale of our metrics pipe alone (~100M distinct metrics per minute) is a BigData operation in itself. At the Data Platform team, we also provide the infrastructure to execute Spark SQL queries over our data lake. ScORe is used by this infrastructure, so any query submitted, automatically benefits from it. Normally a Spark SQL query is implemented as a Java class implementing the SqlQuery interface, and executed at least once an hour. This interface includes the execute method that returns the DataFrame that we base the action on (normally saving the output to HDFS). Occasionally, the execute method itself is expensive even without performing an action. So we added the getBaseQuery method to the interface for the sake of ScORe, whereas the default implementation is just invoking execute. When an SqlQuery implementation is first encountered, we use getBaseQuery to create the schema on read, and cache the result in memory. The price of generating the schema is ‘cheaper’ by several orders of magnitude compared to performing the action (and yes, we measure it as well). We can then use the cached schema whenever we encounter the same SqlQuery implementation. If we fail to generate a schema on read for a Spark SQL query, we are notified by alert. We also monitor for incompatible schemas. This might happen, for instance, if the query structure is based on some feature flag, and someone has changed its value. In this case, we would attempt to automatically regenerate the schema on read, and replace it in cache. The getBaseQuery method is also useful when we face queries that SCoRe is not capable of handling properly. In the case of query using a UDF on a complex structure -- we can use getBaseQuery to provide the exact columns from this complex structure and bypass this limitation. For sql queries executed outside the scope of our datapipe infrastructures, developers can use ScORe directly in their code. For ad-hoc queries we’ve also modified zeppelins SparkSqlInterpreter to apply ScORe with a hint provided in the query. ## Quod erat demonstrandum Recalling the production query we presented earlier, reading nearly 350GB of data. Image 2 shows the effect of ScORe running the exact same Spark SQL query over exact same data. Total input size has decreased to less than 60GB (nearly 85% reduction), and total time across tasks was reduced from 60 to 15 hours, WOW! Image 2 – stats for stage reading input for production Spark SQL query using ScORe With ~700 compute nodes running Spark jobs in our on-prem clusters, ScORe was a game changer. I hate to imagine the waste of resources if we did not develop this tool. And as an engineer, I'm lucky that the scale in Taboola constantly poses new challenges, forcing us to look for further optimizations. At Spark, already significant progress was made for pruning nested schemas. These days we are working on upgrading our system to spark 3, so ScORe is still relevant to us as well as to anyone who is still using earlier spark versions. But even once we're fully upgraded, pruning in spark 3 still doesn't work for some syntax elements (e.g. window functions), so we expect ScORe to keep serving us for quite some time. You are welcome to tweet us for any question! --- ### TEST in PRODUCTION - should you? URL: https://www.taboola.com/engineering/should-you-test-in-production/ Last Modified: 2025-01-14 14:37:22 You wrote your code. You even tested it. And now, you are eager to git push it. But how can you verify that it really works? In Taboola, we test our code in production! In this article, you will see how every software engineer, even on the first day in the company, can test in production - all thanks to a dedicated Jenkins pipeline job and lots of metrics. ## How hard is it to test in production? Quite hard. You probably already knew that. Everybody fears that moment when they need to test changes in production. The main reason is that not everyone has the required IT skills. Moreover, people have to repeat error-prone, manual tasks - which might result in downtime and revenue loss. For our release engineers, it was also an unmanageable headache - a “thundering herd”  of developers eager to test their features in production. ## The problem - tedious, manual, error-prone tasks The process of testing in production was manual and tedious. Each developer had to deal with (at least) the following: - Judiciously choose a server in production - Make sure that the datacenter is not under stress - Take the server out of the load balancer - Install the feature branch - Perform functional and non-functional tests - Somehow verify that no performance degradation was introduced - Rollback to the previous version - And plenty more… We can all agree that this is too much for a human to memorize! ## Solution - Jenkins pipeline does it all Our release engineers built a fully automatic pipeline for verifying and testing - rapidly and easily - in production. In order to use it, all you need is a feature branch, and then - the magic begins: ## PREPARE - Jenkins judiciously picks a pair of available servers - Installs the feature branch - on the first server - Installs the release as baseline - on the second server ## TEST - During the test, both servers record all their logs and metrics - The developer tests the code with real production traffic ## WRAP UP - A script compares the logs and metrics - The script decides - ✔ pass / ✘ fail - Success criteria - below X% deviation from baseline After a few hours, the Jenkins pipeline ends and rolls everything back, like nothing ever happened! ## You get an email with the results The comparison script reads from Prometheus and Elastic. It verifies that the basic KPIs didn’t drop and that error logs didn’t peak above the allowed threshold. Below, you can see examples of these email messages, for successful and unsuccessful test results. Success Email (in green) vs. Failure email (in red) The comparison failures are highlighted - so it is very simple and straightforward to decide if your feature is ready, or needs more work. ## Drill down metrics in Grafana and Kibana To visualize the comparison results in one place, ad-hoc Grafana and Kibana dashboards with the relevant test time frames are created automatically. The links are sent by email and #slack. Example drill down Grafana dashboard ## Main branch is tested in production every 2 hours Actually, our release engineering teams use this method as a mandatory phase for validating new releases, and as an ongoing validation, every 2 hours. We continuously verify that the main branch is healthy. By doing that, we prevent bad code from entering production as early as possible. ## What did you just read? You just met a real continuous deployment enabler. The benefits of such a process is a fast, stable delivery process with improved quality. This is as close as it gets to the ”real thing”. This is a win-win for developers and release engineering teams, and of course, for the customer. ## Do you also need such a solution? Would you agree that now is a good time to start automating your testing on production? Feel free to reach out to us, we will be happy to share more details. - Co authored with Tidhar Klein Orbach --- ### The Challenges Of Uploading 150TB/day From Spark To BigQuery - Part 2 URL: https://www.taboola.com/engineering/challenges-uploading-150tb-day-spark-bigquery-part-2/ Last Modified: 2025-01-14 14:37:22 In part 1 of the series we shared the architecture of Taboola’s PV2Google service which uploads over 150TB/day to BigQuery. In this article (part 2), we’ll share the challenges and lessons we’ve learned over the course of a few years. ### Lesson 1: queries might be (extremely) expensive We continuously upload pageviews to BigQuery and keep them for six months. This translates to over 13PB of pageviews in BigQuery. Querying the entire dataset would be extremely expensive, about $65K/query (assuming $5/TB). We apply a few methods and guidelines to substantially reduce this cost: - Never use `SELECT *`: BigQuery’s query cost is based on the size of the data scanned. Most queries actually need only a few fields. Hence, selecting only the relevant fields will dramatically reduce the cost of the query. - Cluster tables: clustering is a neat BigQuery feature that reduces the scanned row count. With clustering, BigQuery optimizes the data layout to reduce the scanned data size when filtering on a clustered field. For example, with clustering on ‘siteName’ field, a query containing ‘WHERE siteName = example.com’ will only scan rows matching that filter rather than the entire table, reducing the cost significantly. - Partition/shard tables by day: most queries use a timespan of week or a month. Daily partitioning of tables enables scanning only the relevant days, eliminating the cost of scanning redundant data. - Sample tables: many queries calculate statistical information on the pageviews (e.g. click ratio). Such statistical data can also be determined from querying a sample of the pageviews. This is much more cost effective. Hence, in addition to the complete pageviews tables, we also have 0.5% sampled pageviews tables. Using the sample tables reduces the cost by a factor of 1:200. Figure 1. A query demonstrating: (a) Selecting only relevant fields. (b) Using publisherId clustered field to reduce bytes billed from 85.1GB to 500MB. (c) Querying a single day table ### Lesson 2: multi-layer retries are essential Ideally the PV2Google service functions without human intervention. On the other hand, the service is complicated and depends on other internal and external services. These services might temporarily fail or be unavailable. We do our best to contain and automatically recover from these problems. Airflow operators execute their tasks by submitting jobs to the PV2Google engine. Temporary Internet issues or Google service interruptions might cause these jobs to fail. To mitigate this, we leverage the Airflow operator retry feature. Airflow will automatically retry the failed operators a few times before giving up. Airflow operator retires are a simple solution that work well. However, it is an expensive solution because operator execution can be long. In most cases only a small portion of the operator work fails, and it can be recovered by retrying only the part that has failed. Retries at lower layers do the trick: - Spark task retry: a spark job builds and uploads the pageviews to Google Cloud Storage using thousands of Spark tasks which create thousands of files. It is likely that a few of those Spark tasks will fail due to Internet failures. To avoid failing the entire Spark job along with the Airflow operator, we use the Spark task retries feature. Each Spark task may retry a few times. In most cases this will save the job. If the problem is persistent, Spark will give up and the entire job will fail. - REST API retry: Airflow and the engine communicate over REST API. The API is vulnerable to internal networking problems. Hence, API retries are important. To retry at the REST API layer, we extended Airflow’s HTTP hook with a state-machine to gracefully recover from such problems. For example, retry on timeout, but fail (without retrying) on 4XX responses. These retries are transparent to the Airflow operator. Figure 2. Spark task 785, attempt #0 failed, retried and succeeded on attempt #1 ### Lesson 3: appends might corrupt your data In some PV2Google’s workflows, we append an hourly stage table into a daily production table. Appending the same stage table twice will lead to duplicate data. For example, Airflow might retry the append (copy) operator, which can lead to double append. Obviously, this must be avoided! The bright side is that Google jobs are atomic. They’re either completely successful, or in case of failure, do nothing at all. This is the key to avoid double appends. All that’s left, is to make sure we run Google’s append job exactly once. We do that by checking the status of the existing job before submitting a new one: - Job does not exist: this is the typical case (first append), when we definitely did not append the data before. Hence, we can safely execute the append job. - Job successful: we already appended the data. There’s nothing more to do. - Job faile: Something bad happened at the last attempt. The data was definitely not appended, because the job is atomic and failed. So we submit the job again. - Job running: We “adopt” the running job and wait for its completion. How do we know which BigQuery job ID to look for? The trick is to calculate a unique job ID ourselves rather than letting BigQuery generate it randomly. Before submitting the job, we attach the job ID to the destination table in a label to ensure we always can retrieve it. Figure 3. Table labels keeping job ids ### Lesson 4: mind the uploads duration A few hours after the end of each day, we re-upload the pageviews of the day to BigQuery to ensure BigQuery has the most complete and up to date pageviews, including data that arrived recently. The load size is 75TB and it takes about 10 hours. Initially, we uploaded the entire day in one step. This turned out to be problematic. If an upload fails just five minutes before its completion, we would have to retry and repeat the entire 10 hours upload. Furthermore, the longer the step, the higher the probability it would encounter a problem and fail. To mitigate that, we split the day upload into 24 independent hourly uploads. This aligns well with Airflow’s periodic processing. We just changed the Airflow 24 hour cycle to a one hour cycle. Figure 4. PV2Google Airflow DAG, data is uploaded every hour while it is copied to production only daily ### The devil is in the details The right architecture is important but not enough, the devil is in the details. Paying attention to the lessons described above makes the service scalable, reliable and cost effective. --- ### The Challenges Of Uploading 150TB/day From Spark To BigQuery - Part 1 URL: https://www.taboola.com/engineering/challenges-uploading-150tb-day-spark-bigquery-part-1/ Last Modified: 2025-01-14 14:37:23 Have you ever tried building an infrastructure to upload 150TB a day? Have you ever tried querying over 13PB without going bankrupt? These are some of Taboola's PV2Google (pageviews to Google) service scale challenges that we deal with in our day to day. In this blog series, we’ll share how we do it, and the challenges we face. In this article (part 1) we’ll focus on the architecture. Part 2 covers the lessons we’ve learned over the years. ### Hello, Pageviews! Taboola’s goal is to power recommendations for publishers and advertisers. Our platform serves over 360 billion content recommendations and processes over two billion pageviews a day. Pageview is a record describing recommendations, user activity (such as a click), and much more on a user's visit to a webpage. Currently, the pageview record has about 1,000 fields. Two billion pageviews generate a huge amount of data. This data is processed and analyzed using Apache Spark clusters, which have ~25K (on-prem) cores. On-prem processing works great for periodic analysis, such as billing. However, our analysts and development teams perform complex interactive queries on long-term data. These ad-hoc queries create peak demand for resources we don’t have. This is where Google’s BigQuery cloud service comes in. BigQuery is a highly scalable and high-performance database service. It lets you run queries over huge amounts of data (PBs) in a short amount of time. For example, BigQuery enables us to run queries on a month or more of pageviews in a matter of minutes. Furthermore, it enables us to store six months of pageviews, over 13PB. Obviously, this is not free of charge. BigQuery’s pricing model is by data storage and per query (the scanned bytes). PV2Google is a Taboola service responsible for building and uploading pageviews to BigQuery, over 2 billion pageviews per day. It builds the pageviews at our own data-center and then uploads them to Google cloud, about 150TB/day. At high level, the PV2Google service can be divided into three parts: - Data path - handles the data processing and the data relay - Control path - schedules the data path operations - Monitoring path - exposes the service status and alerts when things go bad ### The Data Path PV2Google’s data path handles the data processing and the data relay. This process is composed of three steps: - Building the pageviews and uploading them to Google Cloud Storage using Spark - Loading the pageviews from Google Cloud Storage to a stage table in BigQuery - Copying the stage table to a production table Figure 1. PV2Google’s data path The first step, building and uploading the pageviews, is a heavy and complex data-processing step. This step has to be parallelised and executed over hundreds of cores. We chose Apache Spark to do so. Each Spark task is responsible for processing about 1/3000 of the data. Each task reads the relevant events from Apache Cassandra datastore, builds its pageviews in memory, and uploads them to Google Cloud Storage as one (newline delimited) JSON file. The newline-delimited-JSON file format supports nested data structures, a key requirement to represent a pageview. Each page view is a line in that file. Lastly, the pageviews BigQuery’s schema is automatically generated based on the Java classes. At the second step we load the JSON files to a stage table in BigQuery. The stage table enables us to validate the loaded data before using it in production. This is a simple PV2Google step. All it does is submit a few load jobs to BigQuery. BigQuery does all the data heavy lifting. The last step is to append the stage table to the production table. BigQuery’s copy job is used to append the data. Appending the data is an atomic operation, ensuring that the production table’s data is always consistent. The above functionalities are implemented by a Java microservice named PV2Google engine. It is responsible for building the pageviews, uploading them, and controlling BigQuery jobs. The engine features a REST API to trigger and monitor its functions. ### The Control Path The control path schedules the data path operations. Every hour, PV2Google uploads an hour of pageviews data to BigQuery by executing the three data path steps described above. To do so, we better have a good control plane! We chose Apache Airflow for the control plane. Airflow is an open source platform used to schedule and monitor workflows. Each workflow is described by a DAG (Direct Acyclic Graph). Airflow schedules the DAGs to run periodically based on its cron configuration. The DAGs’ nodes represent operators. Each operator is a single task required to complete the workflow. Airflow manages the executions of its operators: ordering them, running them, retrying and monitoring them. Figure 2. Airflow and PV2Google control path PV2Google data path workflow is described by a DAG, which is composed of two operator classes: - Data path operators: execute PV2Google engine jobs. The operator submits an engine job and polls it's status until it completes using the engine’s REST API. - Validation operators: protect the process from invalid data. The operator queries the status and production tables to validate the uploaded data: row count, byte count and average record size. When a severe anomaly is detected, the operator would fail and halt the DAG execution. ### The Monitoring Path PV2Google users expect complete and timely pageviews at BigQuery. Most of the time, the process does that well. But, once in a while, things might go wrong: network issues might fail uploads, databases might be unavailable, Google might have temporary issues, and other unexpected problems might occur. Hence, good monitoring is a key part for the service availability and performance. Figure 3. PV2Google’s monitoring path PV2Google monitoring is composed of two parts: - Alerts: although we have retry mechanisms, some problems might require human intervention. A variety of checks detect such cases and call for human help using Pagerduty. - Visibility: visibility exposes us to a variety of metrics on the current and historical state of the service. In case of an anomaly, comparing the current and historical data is essential for troubleshooting the problem. In addition, the historical data exposes the service performance trends. This enables us to further optimize the service (e.g. add resources due to data growth). Every two minutes we query Airflow and PV2Google’s state databases looking for anomalies like a failed DAG run, or an operator that’s running for too long. There are two types of anomalies: - Alerts: triggered when things go wrong and human intervention is required. An alert creates a Pagerduty incident and sends a Slack notification. For example, a DAG run has failed or table row count is significantly low/high. - Warnings: warnings have lower thresholds than alerts. They warn us when the service is getting close to the edge and an alert might happen. A warning sends only a Slack notification. For example, DAG is taking too long and about to reach timeout or table row count is outside the expected range. For each operation we keep metrics and statuses in MySQL state tables. These metrics are kept for a long period of time. Grafana is a great tool to expose time-series data as graphs. We created various graphs showing: - DAGs and operators duration, retries count and state - BigQuery production tables metrics such as row, byte and average record size - Performance of DAGs, operators and engine jobs. For example, bytes upload rate Figure 4. Top: DAG duration, middle: build and upload files operator duration, bottom: load to stage table operator duration ### 150TB/day is complicated Building and operating a service that uploads over 150TB/day is a complex task. At this scale, the right architecture is important. Decomposing the service into a few paths, as demonstrated above, is a key to the service success. In part 2, we will share the lessons we learned from operating PV2Google service over the years, how to reduce cost, increase reliability, ... --- ### Don’t just run DNS, run it FAST URL: https://www.taboola.com/engineering/dont-just-run-dns-run-fast-2/ Last Modified: 2025-01-14 14:37:23 By Ariel Pisetzky and Tarek Shama ## Taken for Granted Taken for granted. That's the way most users and even techies think of DNS. Or more precisely, they just don't think of it at all. DNS is one of those things that for most users is a solved problem. You have a server with very reliable and stable software that can run for a very long time with little maintenance. The resolvers even have a nice built in failover mechanism for a secondary server. So, what more is there to say about this subject? Performance. Performance with DNS services has been seen as a geographical issue for years now. Yes, there have been paid DNS services that are faster at the DNS search level itself, especially if you are talking about complex records that have logic attached to them. Yet, the popular discussion is mostly around the global DNS providers. In this blog post, we would like to examine the performance gains to be had in HPC and data center environments. ## The New Way Over the past few months, the Taboola SRE team has moved away from stand alone DNS servers (and secondary as backup) in the different data centers and towards server clusters running under Anycast. The reasoning behind this is simple and straightforward, when the primary DNS server has an issue, while the resolver has a secondary backup, the failover time introduces latency. It’s that simple. The resolver failover time to the secondary DNS, while short, is still too long in the world of high performance computing. Moving from one DNS server to another causes the application to wait extra time that can be avoided. Yes, there is the option to set this timeout in the resolver.conf file (here is how), that is one path to take that can reduce the timeout issue. Even with reduced timeouts, you still have all the servers waiting that additional timeout period for an answer. That seems wasteful. On top of that, we wanted more bang for our resolver buck, so to speak. We wanted more servers in each data center. After all, this is a “downtime inducing” service when it goes dark. ## Building the Solution Our goto DNS solution for years was BIND. It works, it’s very well documented, and there is a large body of knowledge easily available for most of the cases one might run into. For us, after a short check of what other options are out there, we chose to continue with BIND and add anycast (and servers). This would allow us to continue with our existing automation tools for DNS and work on the load balancing aspect of the solution only. Choosing the clustering and load balancing mechanism for the DNS was the next step. While we already operate a few load balancing solutions, none were relevant in this case. DNS is a sessionless service, as such, introducing a network based anycast solution made the most sense for us. This choice means we don’t need additional software or hosts running as load balancers, we could use our existing network infrastructure. In our production environment (that is every data center) we have two DNS servers which share the same ip address, and the routing infrastructure does all the rest, it directs any packet to the topologically nearest instance of the service. Each DNS server is connected with two 10G links and each link goes to a different switch, both links are configured with bonding for redundancy. The IP address of the DNS service is the loopback address which is configured on each server. This IP is advertised via BGP from the servers to the switches, which in turn learn the route and allow the connectivity. There are multiple solutions for BGP but we have picked FRR (https://frrouting.org/). FRR is easy to deploy and manage, making it an easy choice (you should notice a theme by now). Adding the support of multiple routing protocols like BGP, IS-IS, OSPF, and the configuration management via puppet, is an added dose of gravy. ## Monitoring Making sure the servers are actually working and the network isn’t sending traffic to a malfunctioning server is an important part of the puzzle.Both health checks and monitoring need to be ready for production before the rollout. Our health checks include the service check itself and additional checks such as resolving, error rate and low successful resolving rate. We also check that the BGP routing is operational. There are a few more, and the idea is that some checks will kick the server out of the cluster and others will alert the team before taking action. Observability for the DNS is solved with the Prometheus exporter sending the metrics out and allowing us to view the DNS activity via the Grafana dashboard. The ability to graphically view different metrics of the DNS operations allows for easy troubleshooting and when introducing DNSSEC or other configurations into the mix, this is something that you want to keep your eye on. ## Into Production The rollout to production was based on our compartmentalized network. We operate 9 global data centers in an N+1 configuration. This allows us to deploy a critical infrastructure change such as this within a limited part of our global infrastructure and observe the behavior. While a change in DNS tech (on in this case stack) is scarry, the change was unobservable to anyone outside the SRE team. Once the first data center was operational under full load for a week, the other data centers came into play in rapid succession. Performance was also a boon when moving to the new configuration. In our production environment the resolving time was cut in half on average and in the 99.9 percentile by 16%. This improved performance is transferred to faster performance in the data center itself, as clustered applications gain from faster response times. Performance and stress testing was done using Flamethrower (by NSONE) that can be found here. ## Conclusion Investing time and engineering effort in any of the data center infrastructure services will always pay back. When that performance gain kicks in and your operations stay steady or when you have a DNS maintenance cycle and no one's the wiser. Keeping DNS running in the data center should be taken for granted. When a host asks for resolving, that A record should come flying back blazing fast. When the primary or secondary DNS fail, no one needs to know. No service should resolve slower.  Treat yourself to an anycast DNS today. --- ### Don’t just run DNS, run it FAST URL: https://www.taboola.com/engineering/dont-just-run-dns-run-fast/ Last Modified: 2025-01-14 14:37:23 By Ariel Pisetzky and Tarek Shama ## Taken for Granted Taken for granted. That's the way most users and even techies think of DNS. Or more precisely, they just don't think of it at all. DNS is one of those things that for most users is a solved problem. You have a server with very reliable and stable software that can run for a very long time with little maintenance. The resolvers even have a nice built in failover mechanism for a secondary server. So, what more is there to say about this subject? Performance. Performance with DNS services has been seen as a geographical issue for years now. Yes, there have been paid DNS services that are faster at the DNS search level itself, especially if you are talking about complex records that have logic attached to them. Yet, the popular discussion is mostly around the global DNS providers. In this blog post, we would like to examine the performance gains to be had in HPC and data center environments. ## The New Way Over the past few months, the Taboola SRE team has moved away from stand alone DNS servers (and secondary as backup) in the different data centers and towards server clusters running under Anycast. The reasoning behind this is simple and straightforward, when the primary DNS server has an issue, while the resolver has a secondary backup, the failover time introduces latency. It’s that simple. The resolver failover time to the secondary DNS, while short, is still too long in the world of high performance computing. Moving from one DNS server to another causes the application to wait extra time that can be avoided. Yes, there is the option to set this timeout in the resolver.conf file (here is how), that is one path to take that can reduce the timeout issue. Even with reduced timeouts, you still have all the servers waiting that additional timeout period for an answer. That seems wasteful. On top of that, we wanted more bang for our resolver buck, so to speak. We wanted more servers in each data center. After all, this is a “downtime inducing” service when it goes dark. ## Building the Solution Our goto DNS solution for years was BIND. It works, it’s very well documented, and there is a large body of knowledge easily available for most of the cases one might run into. For us, after a short check of what other options are out there, we chose to continue with BIND and add anycast (and servers). This would allow us to continue with our existing automation tools for DNS and work on the load balancing aspect of the solution only. Choosing the clustering and load balancing mechanism for the DNS was the next step. While we already operate a few load balancing solutions, none were relevant in this case. DNS is a sessionless service, as such, introducing a network based anycast solution made the most sense for us. This choice means we don’t need additional software or hosts running as load balancers, we could use our existing network infrastructure. In our production environment (that is every data center) we have two DNS servers which share the same ip address, and the routing infrastructure does all the rest, it directs any packet to the topologically nearest instance of the service. Each DNS server is connected with two 10G links and each link goes to a different switch, both links are configured with bonding for redundancy. The IP address of the DNS service is the loopback address which is configured on each server. This IP is advertised via BGP from the servers to the switches, which in turn learn the route and allow the connectivity. There are multiple solutions for BGP but we have picked FRR (https://frrouting.org/). FRR is easy to deploy and manage, making it an easy choice (you should notice a theme by now). Adding the support of multiple routing protocols like BGP, IS-IS, OSPF, and the configurationmanagement via puppet, is an added dose of gravy. ## Monitoring Making sure the servers are actually working and the network isn’t sending traffic to a malfunctioning server is an important part of the puzzle.Both health checks and monitoring need to be ready for production before the rollout. Our health checks include the service check itself and additional checks such as resolving, error rate and low successful resolving rate. We also check that the BGP routing is operational. There are a few more, and the idea is that some checks will kick the server out of the cluster and others will alert the team before taking action. Observability for the DNS is solved with the Prometheus exporter sending the metrics out and allowing us to view the DNS activity via the Grafana dashboard. The ability to graphically view different metrics of the DNS operations allows for easy troubleshooting and when introducing DNSSEC or other configurations into the mix, this is something that you want to keep your eye on. ## Into Production The rollout to production was based on our compartmentalized network. We operate 9 global data centers in an N+1 configuration. This allows us to deploy a critical infrastructure change such as this within a limited part of our global infrastructure and observe the behavior. While a change in DNS tech (on in this case stack) is scarry, the change was unobservable to anyone outside the SRE team. Once the first data center was operational under full load for a week, the other data centers came into play in rapid succession. Performance was also a boon when moving to the new configuration. In our production environment the resolving time was cut in half on average and in the 99.9 percentile by 16%. This improved performance is transferred to faster performance in the data center itself, as clustered applications gain from faster response times. Performance and stress testing was done using Flamethrower (by NSONE) that can be found here. ## Conclusion Investing time and engineering effort in any of the data center infrastructure services will always pay back. When that performance gain kicks in and your operations stay steady or when you have a DNS maintenance cycle and no one's the wiser. Keeping DNS running in the data center should be taken for granted. When a host asks for resolving, that A record should come flying back blazing fast. When the primary or secondary DNS fail, no one needs to know. No service should resolve slower. Treat yourself to an anycast DNS today. --- ### If you fall, fall right - a tale of SRE critical incident management URL: https://www.taboola.com/engineering/if-you-fall-fall-right-a-tale-of-sre-critical-incident-management/ Last Modified: 2025-01-14 14:37:23 # If you fall, fall right - a tale of SRE critical incident management ### By Yehuda Levi, Tal Valani, Ariel Pisetzky & Eli Azulai Imagine this scenario - your data center is down. 1500 servers are down. Each server needs to be handled and monitored and the responsibility for each should be divided between all teammates. Each team is looking after the status of their services. Client facing services are impacted. New information keeps flowing in from different channels and the status of the outage and servers keep changing. How to get the list of the server affected? How to put it all in one place? How to assign responsibility for each? What is the status of each server? How can the internal clients receive ongoing status updates? What happens if a server was intentionally down before the incident? What happens if a more complex issue occurs and the time to handle it takes longer than the outage itself? Jeannette Walls said “Most important thing in life is learning how to fall” and to be honest, during coronatimes we all need to get an extra lesson Handling critical incidents is always a hard thing to do. Working together in the same space (offices, remember that?) made it a bit easier to communicate. The physicality, the fact we are all in the same place and can just see or talk to each other easily, this all made a huge difference. In COVID time we found ourselves struggling to manage such easy communications, this directly inhibits our ability to manage an incident even more. We had to step up our game. Our journey started a few months ago, we had an incident involving multiple servers and the importance of working with a central task management system designed for IT incident management was crystallized. Not a console, not the central alerting system. This needed to be a crisis management tool that augmented our abilities in real time. Our first trial by fire was, well, just that! Firefighters raided one of our data centers. 1500 physical servers went down that incident (you can read about it here). During that day we were able to mobilize faster, respond in a much more coordinated fashion and bring back the services faster than ever. ## PART 1: Tell everybody something really bad happened The first challenge is to make sure that when something bad is happening, everyone who needs to know - will know (and fast). Yes, We have oncall engineers and multiple alerting systems. We have logs, metrics, dashboards, pagers, you name it, we’ve got it. On top of that we created an aggregated rule base service that monitors all kinds of sources. When a rule is matched - a set of actions can be triggered. For example: - paging multiple users. - sending notifications to various channels. - starting a conference call. - Initiating the "critical incident flow” ## PART 2: To the War Room Alarm! Alarm! All hands on deck! The system automatically opens the “War Room”, the incident board, where items can be assigned to engineers, priority can be set, and status can be updated. When we thought about this service, we wanted the following: It needs to connect multiple sources and generate actionable items. The UI has to provide a clear view of the incident. The different parts of the system should incorporate existing tools such as #Slack, PagerDurty, Zoom, Hashicorp Consul (to name a few). We decided to go with Monday.com as our dashboard and lineitem state engine. The system should be easy to build, maintain and ready to use in a short period of time. The War Room service is triggered and generates a list of items, builds a custom Monday dashboard and pushes the items into the board - along with status, priority and other properties. The War Room service updates the board items continuously until the incident is resolved. Simple yet not simplistic. Key features Multiple sources Collecting data from multiple sources - asset management systems, alerting systems etc. and creating a detailed list of items that contain physical and virtual devices, deployments, keepalive data and more. The service determines the priority of each item and sets it accordingly. Pre incident existing issues can be filtered out. Monday board For this task we created a Python library for Monday to assist us. We implemented some methods like: - Boards (create and archive). - Columns ( create, set values). - Groups (create, fetch, archive). - Items (fetch, create, update). - Subitems (create). We generate the right board for the incident Item population Once the items list is generated we push it into Monday and we keep managing the item’s state so we can update it in case of any change. Keep things up-to-date We really like our data up-to-date. So we make sure to keep updating each item every time we detect a change, so our incident manager can get the right calls Notifications Notifications are an important component of our service, we really need to make sure we can communicate when we need. Messages are pushed via various channels automatically to help facilitate streamlined communications with various other internal clients. Notifications are sent when the incident starts or finishes and we invite people to the boards and to a conference call. Status changes trigger notification for owners and subscribers. ## PART 3: Manage the incident The board is created and we can get right to work. Shift priority to where it is needed Assign / reassign the right engineer to the right task Get a clear status of the incident ## PART 4: After the storm A lesson should be learned Most critical incidents require a lesson learning process so we can improve. To assist this phase we can get a clear timeline based on the board log. So this simplifies the timeline discovery process, we know exactly what has been done, when and who did it. The ripple effect - Follow up on items Many times once the main event is over, we all just want to continue with the less urgent problems when the sun is out. This is a natural response when you get yanked into a crisis situation. Facilitating this need, open items will remain open after the incident is resolved. This keeps us on top of the lesser issues and assures the ripple effect ends well for all involved. ## Conclusions and what you take from this Once the system was online, there was no need to convince people to use it, it was just so clear how much value this brings to everyone using it. Within weeks from the launch and after the first inciendet, the “buy-in” from the organization was impressive. The system is now used by all production facing teams, SRE, R&D and more. Automation in SRE is the only path. There is no other way to manage the levels of tasks and the need to perform tasks on vast amounts of servers (or instances) if you do not have automation. This is the same for incident management. Reliability when breached is always a chaotic event. On or off the cloud you always need to find a way to bring order when multiple services or servers fail and fall out of production. You need a way to bring in more SRE resources to fix the problem. The ability to multitask the team members on the different tasks within a high pressure situation is a huge win. The War room automation was our way of pulling it off. Improving communications is always a good practice, when it helps reduce incident timelines that’s even better. --- ### Anomaly detection using LSTM with Autoencoder URL: https://www.taboola.com/engineering/anomaly-detection-using-lstm-autoencoder/ Last Modified: 2025-01-14 14:37:23 Taboola is one of the largest content recommendation companies in the world. We maintain hundreds of servers in multiple data centers around the world, while obligated to strict SLAs. Thus, you might understand why our engineers would appreciate a little heads up when the system gets overloaded. Like most companies today, we use metrics to visualize our services' health, and our challenge is to create an automatic system that will detect issues in multiple metrics as soon as possible, without any performance impact. ## A real life example Wouldn’t it be nice if we could predict the impact on our response time metric when major events are about to happen? For example “Black Friday”, “Cyber Monday” or even the “Kobe Bryant’s tragedy”, on the 26/1/2020? - as can be seen below: Figure 1: Kobe Bryant’s downtime 26/1/20 And yes - the gap with no metrics around the 26/1 is the downtime we had … Our current anomaly detection engine predicts critical metrics behavior by using an additive regression model, combined with non-linear trends defined by daily, weekly and monthly seasonalities, using fbProphet. Today, we get a single metric as an input and predict its behavior for the next 24 hours. Lately, we became interested in predicting the health of our entire data center based on multiple metrics given as an input to the anomaly detection engine. The motivation is to solve the common use case of an anomaly being detected in one metric - but there is no real issue, where multiple anomalies in several different metrics might indicate with higher confidence that something is wrong. #### Can we do better? In this blog, we will describe a way of time series anomaly detection based on more than one metric at a time. Our demonstration uses an unsupervised learning method, specifically LSTM neural network with Autoencoder architecture, that is implemented in Python using Keras. Our goal is to improve the current anomaly detection engine, and we are planning to achieve that by modeling the structure / distribution of the data, in order to learn more about it. In our case, we will use system health metrics and we will try to model the system’s normal behavior using the reconstruction error (more on that below) of our model. If the reconstruction error is higher than usual we will define it as an anomaly. Anomaly detection can be modeled as both classification and regressions problems. In classification we usually need tagged data (at least for some of the samples) and then we train the model to distinguish between samples labeled as normal vs those tagged as anomaly. In our case, we do not have labeled data. So we chose to model the problem as a regression problem where we try to quantify the reconstruction error of the model. Our hypothesis is that repeated events are easy to reconstruct since the system is mostly healthy, and healthy events are abundant while unhealthy events are rare. Thus, the higher the error, the more confident we can be that the current sample is an anomaly. ## Some preprocessing for breakfast Let’s start by examining our dataset, as you can see in Table #1 below there are 6 different important system health metrics. These metrics differ from one another in scale.  Datetime  Requests rate  Requests rate in a 5 minutes window  Failed requests rate Successful requests rate  Request response time p95 (ms)  Request response time p99 (ms)  04.11.2020 0:00  8,783  8,842  142,618   7,983  310.40   398.37  04.11.2020 0:05  9,971  10,307  170,124  7,319 306.07   399.30  04.11.2020 0:10  9,798   9,836  152,490  7,331  304.69  395.92  04.11.2020 0:15   9,879  9,939  153661   7,617  308.57  404.71  04.11.2020 0:20   10,086  10,158  153,972  7,188  306.93   400.64 Table 1: Example of our dataset. The metrics that were used as an input to our LSTM with Autoencoder model, and were calculated over the entire data center, each data center holds >= 100 servers. We chose to normalize the dataset by using min max scaler: # Python # ensure all data is float values = values.astype('float32') # normalize features scaler = MinMaxScaler(feature_range=(0, 1)) scaled = scaler.fit_transform(values) And here is the dataset after normalization:  Datetime  Requests rate  Requests rate in a 5 minutes window  Failed requests rate Successful requests rate  Request response time p95 (ms)  Request response time p99 (ms)  04.11.2020 0:00 0.37637 0.38709 0.34508 0.27990 0.26912 0.0533  04.11.2020 0:05 0.42730 0.45124 0.41163 0.25659 0.26165 0.05412  04.11.2020 0:10 0.41988 0.43063 0.36896 0.25701 0.25927 0.05127  04.11.2020 0:15 0.42334 0.43511 0.37179 0.26704 0.26598 0.05867  04.11.2020 0:20 0.43223 0.44470 0.37255 0.2520 0.26314 0.05525 Table 2: Example of the normalized dataset, after using min max scaler. #### Choosing a model or where the fun begins... We decided to use LSTM (i.e., Long Short Term Memory model), an artificial recurrent neural network (RNN). This network is based on the basic structure of RNNs, which are designed to handle sequential data, where the output from the previous step is fed as input to the current step. LSTM is an improved version of the vanilla RNN, and has three different “memory” gates: forget gate, input gate and output gate. The forget gate controls what information in the cell state to forget, given new information that entered from the input gate. Our data is a time series one, and LSTM is a good fit for it, thus, it was chosen as a basic solution to our problem. Since our goal is not only forecast a single metric, but to find a global anomaly in all metrics combined, the LSTM alone cannot provide us the global perspective that we need, therefore, we decided to add an Autoencoder. Figure 2: The Autoencoder architecture An Autoencoder is a type of artificial neural network used to learn efficient data encodings in an unsupervised manner. The goal of an autoencoder is to learn a latent representation for a set of data using encoding and decoding. By doing that, the neural network learns the most important features in the data. After the decoding, we can compare the input to the output and examine the difference. If there is a big difference (the reconstruction loss is high) then we can assume that the model struggled in reconstructing the data, thus, this data point is suspected as an anomaly. The LSTM Autoencoder is an implementation of an autoencoder for sequential data using an Encoder-Decoder LSTM architecture. By using this model we can have the benefits of both models. ## Lunch time #### The LSTM Model #Python self.model.add(LSTM(units=64, input_shape=(self.train_X.shape,self.train_X.shape))) self.model.add(Dropout(rate=0.2)) self.model.add(RepeatVector(n=self.train_X.shape) self.model.add(LSTM(units=64, return_sequences=True)) self.model.add(Dropout(rate=0.2)) self.model.add(TimeDistributed(Dense(self.train_X.shape))) self.model.compile(optimizer='adam', loss='mae') #### Fit self.history = self.model.fit(self.train_X, self.train_y, epochs=50, batch_size=72, validation_split=0.1, shuffle=False) For training we’ve used features as the health metrics described above, and we aimed to predict what would be the data center health in the near future. Let’s focus on line #9: - train_x is a vector containing the server health metrics at some point of time. - train_y is a vector containing the same metrics at a later point in time. ##### Note: We are using shuffle=False in line #9 because in a time series data the order is important. #### Predict # Python X_test_pred = self.model.predict(self.test_X) test_mae_loss = np.mean(np.abs(X_test_pred - self.test_X), axis=1) test_mae_loss_avg_vector = np.mean(test_mae_loss, axis=1) For our “Reconstruction error” we used Mean Absolute Error (MAE) because it gave us the best results compared to Mean Squared Error (MSE) and Root Mean Squared Error (RMSE). In both MSE and RMSE the errors are squared before they are averaged, this leads to higher weights given to larger errors. This causes the model to be more sensitive to noise which might cause false positives. Since our data is noisy by nature, we defined (a business decision) that an “anomaly” is a spike or a trend that is lasting at least 10 minutes. Therefore, in this model we needed a loss function that is more “forgiving” to small spikes in a feature or two. #### With that in mind, let's start plotting! ### Static threshold The simplest way of deciding what is an anomaly could be: “anything greater than a fixed threshold considered to be an anomaly, otherwise normal”. Figure 3 presents the reconstruction error, which is being measured by the mean absolute error (MAE). In addition, we plotted a static threshold which is calculated as the overall mean + 2 std steps of the MAE on the entire trained data. In figure 4 we can see the points that are detected as anomalies according to the static threshold defined, plotted over the total success request rate actual data. Figure 3: Mean loss over time with a static threshold Figure 4: Total success request rate anomalies, using a static threshold We differentiate between two types of anomalies: A local anomaly (green points) is triggered when a single metric loss crosses a threshold, and a global anomaly (yellow points) is triggered when the mean loss of all metrics cross a threshold (which is lower than the local anomaly threshold). When both local and global anomalies are triggered, we colored it as pink. ### Dynamic threshold Figure 4 is noisy and full of anomalies while we know they are not. The “noise” is seasonality, which made us realize we should use a dynamic threshold which is sensitive to the behavior of data. We can change the static threshold by using rolling mean or exponential mean, as presented in the graph below. Figure 5: Loss over time with static and dynamic thresholds Figure 5 presents the mean loss of the metrics values with static threshold in green, rolling mean threshold in orange, and exponential mean threshold in red. We decided using the EMA (i.e., Exponential Moving Average) threshold for detecting anomalies. The alpha is the smoothing parameter. Higher alpha values will give greater weight to the last data points, and this will make the model more sensitive. Following, are the results using the EMA on the total successful request rate metric. Figure 6: Total successful request rate anomalies Success! The exponential mean threshold is less noisy and here we predicted a major drop in successful action conversion metric 30 minutes before the disaster really happened! #### Better be smart than right While implementing the LSTM model, we tried two different strategies, the Batched model and the Chunked model. - Batched model - This model gets all the data at once, splits it into train and test sets. The bigger the batch - the more accurate the model, but more expensive in resources and prune to drifts and changes in the data. - Chunked model - This model gets the data in small chunks (e.g., 5 minutes chunks) and is being updated online. This model can sometimes be less accurate than the batched model but it is much more dynamic. ### In sum, We recommend using the batched model when conducting a POC in order to estimate how good the model is. In production, the data mostly comes in a stream, thus the chunked model is better. ## The Golden Model for desert ? The following parameters were chosen by us to create the best model using the above architecture. - train_size = 0.7 - epochs = 50 - batch_size = 72 - n_nodes = 64 - time_steps (how many time steps ahead we want to predict, each time step stands for 5 minutes, so 6 time steps = prediction of 30 minutes ahead) = 6 - prediction_size (how many days ahead we want to present in our prediction graph) = 1 We are on Github! - Batched Model - Chunked Model Acknowledgements This blogpost was created by Michal Talmor and Matan Anavi, undergraduate students from the Software and Information System Engineering at Ben-Gurion University, who were mentored for four months in the Starship internship program by Taboola mentors Guy Gonen and Gali Katz. --- ### Running a Post Mortem Following "The Moment" URL: https://www.taboola.com/engineering/running-a-post-mortem-following-the-moment/ Last Modified: 2025-01-14 14:37:24 Failure. I need to talk about failure, and not any failure, my failure. I need to share it with everyone in the production group, everyone in R&D. My team, my peers, my managers. The meeting will start in just a few minutes and I am under fire to explain what went wrong, how I failed the organization and how we need to be better. General George S. Patton Jr. said “The test of success is not what you do when you are on top. Success is how high you bounce when you hit the bottom.” There is a lot to learn from that saying, and not only for people. Successful systems need to bounce back from a failure and do it well. IT systems need to be able to endure a catastrophic event and just dust it off. This is what we expect of our production systems in Taboola, nothing less. ## Crisis manager Back to the meeting, I was the crisis manager during a data center failure. (you can read more about it here - https://www.linkedin.com/pulse/moment-ariel-pisetzky/.) The entire data center went dark and it’s my team that needs to bring it all back. It’s my job to lead the effort through the crisis management process to a successful conclusion. One of the most important parts of that crisis management process comes a few days after the dust settles in the form of a post mortem review. It’s minutes before the post mortem meeting and I’m already connected to Zoom. How do I embrace the failure and bounce back? There are about 20 people in the meeting. Everyone here was impacted; from working into the night with restore procedures to validating reports and making sure all the systems and data are in perfect condition. It’s easy to look for people and external reasons to blame. “It’s the provider that didn’t follow through” or “the priority wasn’t set, so it wasn’t done” and so on. It’s so very easy to blame the system. That is not what we do. We make sure to go over the facts and use no names. ## Post mortem We never use names in a post mortem. A name is associated with blame. The point of the post mortem is to learn, improve operational excellence. One can say, to bounce back and be better. There is no way we can talk about the facts if there is fear. Fear that names and reputations will be dragged into the mud. I start the meeting with the facts and timelines. If I did my job right it’s documented in #Slack and we should have a good account of what we did and when we did it. The alert system and supporting graphs are also reviewed, as are the logs to make sure we checked the relevant engineering angles of the incident. Once we have the facts out and the timeline sorted it’s time to talk about the failure. We love what we do, and we love the solutions we came up with. It’s hard to look at a system you built and say, this is the failure point. This is the design flaw that caused the problem. It’s exactly what needs to be done. It’s time to voice the failure points in the system that caused the incident. It doesn’t matter if this is internal, external, code I wrote or a system someone else manages. The root cause is the raison d'etre of the meeting and needs to be debated. Yes, additional factors come into play: was there monitoring? was there alerting? Did we fix the problem fast enough? All of these need to be debated and improved. But we need to start with the root cause. ## Post Mortem Rules Any good post mortem will assure the participants have the confidence to share everything and anything they know about the failure. So here are the ingredients we mix in our culture and post mortem meetings so you can do the same: - It’s OK to fail. It’s part of what we do and how the innovation process works. You can and will fail, make sure to learn from it. - We don’t blame anyone for a failure. To further help this, we don’t use names. If it’s a code push or a configuration change, we don’t name the person or team that did it. It’s just not relevant to the discussion. - The most important part of the meeting is the focus on improvement. What needs to be done, what monitoring should be set in place and what alerting is missing. - No matter how bad the incident was, we make sure to use the crisis as a learning experience. The SLA budget was already spent, the lost revenue already in the books. You can lose all that budget, or make sure to use it for a learning experience. Sharing failure should be easy. It’s not. Talking about my failure in a data center downtime event in front of all my colleagues is easy. It’s because we all make sure to take the best out of the incident and to fix everything we can before a data center goes dark again. It will fail again as data centers do fail from time to time. It’s how we respond to that failure that defines our success. ## Take Away from the Post Mortem This was our first major production incident in the COVID work from home era, so we took a few lessons from our incident, most of them in regard to war room management when we are all home. The most valuable lesson we learned? Multiple and parallel Zoom meetings with a few people acting as production liaisons. It worked like a charm and helped us immensely to bring back the system from the DR event. Each task force working on a specific realm of issues had a person designated as a liaison that was attentive to the task force Zoom and the main war room Zoom. This allowed fast communications and feedback to the other task forces working on the recovery process. From our past experience we were able to cut 90% of our recovery time from the last DR test in this real time event. Much of the saved time was due to improved communications. So, how was it to talk about my failure to a group of Taboolars? It was easy, it was insightful and it helped me, my team and Taboola improve. Being the person on-point to lead the process was not daunting nor scary, it was a chance to improve our SRE skills, our production procedures and our promise to provide the best platform for our clients. ### P.S If you have not read Radical Candor by Kim Scott, it’s a good example of how feedback should be provided and why it's important. I recommend reading it. --- ### That Moment URL: https://www.taboola.com/engineering/that-moment/ Last Modified: 2025-01-14 14:37:24 So, the firefighters are in your data center, there is no electricity, and the pager is more like a DDoS attack on your phone than anything informative. You look at your watch, multiple thoughts running through your head. Why me? Why now? What was the last DR test result? How do you pull the team out and through this IT catastrophe and survive to write about it? This is my story, my personal fight with the IT “Murphy laws” and how we can all benefit from it. It was a Friday, one you know you need to be extra careful with. It's always the end of the work week or smack in the middle of the night. (No IT catastrophe ever happens when it's convenient to you, now does it? They always cluster and bunch around the most difficult times.) Anyway, it's the end of the day Friday and multiple systems just go dark. You get that specific ringtone you configured for PagerDuty and it just will not stop playing. You get "The feeling" (with a capital T). You know you are connecting into a bad situation. Oh, and it's already in the middle of your BCP (as it's Covid-19 time) and things are hard all over. pictures are all taken from this very real life event by the dedicated Taboola data center logistics staff Connecting to the VPN (sigh of relief, the dual VPN solution in 2 different data centers is working) and the basic dashboards show that the front-end services are operational, yet the war room procedure was triggered. That means that the monitoring set in place for a large-scale downtime event was matched. While you're connecting to the Zoom call, you get the following message in the #Slack channel for production incidents - "There is no power in the backend data center". Now everything starts falling in place, the multiple alerts, the services that are down and all the possible bad things that are yet to come. Wait, one more thing pulls your attention. It’s the data center logistics group direct messaging on the phone. Now, you already know there isn’t power, so this message is now a higher priority than others and you open that thread: there is some text and a picture. Skipping the text you open the picture and you see that firefighters are in the data center. Many things go through your mind, but the one that is high up there - at least they don’t have hoses and you don’t see water anywhere in the picture. ## Crisis Manager First things first, I'm the crisis manager, so getting information and prioritizing actions is my job. I would say something like “Aviate, Navigate, Communicate”, only for IT/SRE, but I haven't found the magic acronym that works for me. So what’s important when managing a large scale IT incident that can develop into a full out business downtime?: - What services are impacted? - What is the reason for the service interruption? - What is the business impact of each service interruption? (for prioritizing the next steps) - Do we have a plan to fix it (each interruption you identify)? - How do we best communicate to the organization (and clients if need be) what we know and what to expect? ## First things first Now our top priority is safety and human life. That might sound pretentious as we are a software company and we do not manage life support systems, but we do run data centers and these are high energy locations with fire hazards and fire suppression systems that are not human friendly. So, once it’s clear that everyone is safe and the data center staff is not at risk, our next priority is to bring the business impacting services back online. Be it via the DR plan or just brute forcing through the challenges, it's clear that there is a lot of work ahead of us. From making sure we have task forces working on the right problems (that’s two issues to manage right there, assembling the task force & prioritizing the tasks) to making sure the situational awareness is as complete as possible. When managing a large-scale crisis with multiple engineers from different reporting structures helping in, it’s easy to get lost. Before diving into the game plan and this specific incident, it’s important to understand the rule of the crisis manager. What does this person do and why do we need this hands-off the keyboard person in the mix? Engineers are more than capable of solving problems, complex problems, especially if they were part of the team writing the code. Over the past years, with the DevOps movement it has become more and more acceptable to have coders on call and not only the SRE team. Something along the lines of “you built it, it’s your responsibility to keep it operational”. The engineers (and specifically the coders among them) are now also part of the team assuring the services are up and running. Having people from different backgrounds, different teams and different approaches to problem solving is a great thing! It’s also a challenge. Solving problems in production is very different than working on a project. The time pressure, the SLA needs, communications to the business and different groups working to resolve the incident are now also factors in getting things done. This is why you want to have a crisis manager. Once you cross some scale threshold (each organization needs to set that threshold) you want to have that position well defined, to help steer the work effort and bring the problem to a speedy resolution. IT problems are nothing new. Even the term “bugs” traces way back to Rear admiral Grace Hopper from the 50s, and to Apollo missions and other places over 50 years ago. With the rise of ecommerce and internet services the realm of service management moved from the work of the few to a business need that is now touching almost every business. Finding frameworks or methodologies of solving IT incidents is well documented under the ITSM, ITIL and other standards. One that I found easy to use for the uninitiated is here (thanks Atlassian for publishing). In our IT organization, the rule of incident managers is not set, but defined in the moment based on the availability of the personnel on call. That said, we do have a short list of people on-call that can act in this capacity. ## Solving the problem Back to our incident, so the firefighters are on site, it’s already clear we don’t have power. The list of impacted services is mostly well defined (I write mostly, as services that failed over to DR might not be keeping up over time). We already have a Zoom war room open and active and my first move as incident manager is to type messages in the relevant #Slack channel. This choice is driven by two factors, the need to communicate as far as possible in the organization and the need to pull in additional people even if they are not on call (aka - all hands on deck). Next we need to define priorities according to business needs. This is very specific to each business, so I will share in broad strokes that the needs come from SLAs, cost, on-line and offline processing. So, while the billing system or backup systems are super important, and might take longer to restore the longer we wait, they don’t get higher priority over client facing systems that directly impact the business SLAs or client operations. What's the next step? Setting the task force teams onto the prioritized tasks and understanding if there are shared resources between them, that is, if any task force needs a resource that is in use by another (this can definitely be people, as network skills are in need or the data center logistics team is called on for physical actions). While working on the the task force resource allocations, I make sure to document it all in the #Slack channels, so it’s clear to anyone in the organization, who is working on what. The main idea here is that each task force needs to have some interaction with the business to make sure the situational awareness is accurate. While the teams get into action (preferably in other Zoom calls), one person from each task force acts as the liaison to the main war room Zoom. This is important as it helps with feedback and again that so important situational awareness. While we are finishing our DR run and bringing services back up, the power is restored in the data center and we now have new avenues of action open to us. Do we leave the DR site as the main site for the weekend or roll back to the main site? The optimal situation would be to just set up the main site as the new DR and make sure the systems are back online and operational. On top of that make sure that the lower priority services are back online. ## Working through a crisis There are a lot of details, a lot of work and some of this is just grit. Making sure that the long hours in Zoom, asking people what can and should be done isn’t overlooked. Making sure it’s all documented and while people are talking you are typing feverishly on your keyboard to let others know what’s going on. Yet it does boil down to grit. The ability to continue on while the path to service availability isn’t always clear. Yes, you should always have a plan, a DR, a culture of chaos engineering, the ability to fail partially and not have all the service come crashing down when something isn’t working. However this isn’t always the case. And then there is Murphy: any good plan or well-documented system will always have some new and unexplored ways of failing. It’s at that point where you need to make sure the language of managing IT incidents is clear. That the vocabulary is in place to talk about business impacts, time to resolve, task forces, communication liaison and meticulous documentation. If it doesn't help you solve the issue faster, it will absolutely help you learn how to do so for the next time. There is always the next time. That next time is something you need to make sure you prepare for. When we have suffered an IT crisis, especially if it was “man made” (as most of them are), it’s important to learn from this mistake. In a quote attributed to Winston Churchill “Never let a good crisis go to waste” you can find the embodiment of the idea behind running a post mortem. That is, if you already persevered, suffered the hardship and fixed something, use that to improve. Otherwise, you are compounding the loss from the crisis. Not only do you suffer the loss of revenue or customer trust, but you also missed a learning opportunity and increased the chances of the same problem happening again. Our data center didn’t burn down. Faulty wiring in our fire suppression system triggered the fire alarm that in turn cut power and blasted the “offending” electrical circuit with a suppression agent. This in turn called the firefighters and defined the data center blackout duration (firefighters on site, making sure air quality is back to normal, understanding that the fire suppression backup system is up to the task for return to normal operations). I can only imagine what my reaction was when I saw the picture of the firefighters, my focus on incident management was so intense, I just remember the world slowing down for me to get all the task force teams lined up and the feeling of crazy rush of adrenaline coursing through us all in an attempt to keep all business critical systems up and running. pictures are all taken from this very real life event by the dedicated Taboola data center logistics staff --- ### High Scale Service Deployment: Taboola’s Recommended Flow URL: https://www.taboola.com/engineering/high-scale-service-deployment/ Last Modified: 2025-01-14 14:37:24 This post is not about K8S - nor is it about AWS. It is not about containers - nor is it about some new, “cool” technology for managing large-scale applications. Rather, this post is about how we deploy a highly sophisticated Java service, a heavy service that is very actively developed on a daily basis, to 1000s of servers across our 7 data centers around the world. So what’s the problem? Isn’t it enough to take a list of servers, get the version to deploy and run it with an automation tool like ansible? Well, it’s not as simple as it might seem. This service serves Taboola’s recommendations and responds to hundreds of thousands requests per second. The service has to be fast - so fast that its p95 should be below 500 milliseconds per request. Which means we can’t have any downtime at all, or even afford slower responses. In addition, it’s critical to prevent the installation of a faulty version. A faulty version could lead to downtime or degraded performance, which can directly result in a loss of revenue. For this reason, we have multiple testing gateways during development - to help prevent a bad version. However, based on our experience, sometimes when the software meets production, unexpected (bad) things happen - and we need to be ready to prevent that. Another important requirement is to deploy during office hours, when most of the engineers will be available to assist should something go wrong. So how do we do that? In the following post, I will explain how we deploy our Recommendation Service at Taboola. The post will detail the deployment flow, step by step. ## Stage 1: Is today a deployment day? The first thing we want to do is to check if today is a deployment day. The requirement is to deploy during working hours, so if it’s a weekend or a holiday, we skip the deployment. ## Stage 2: Is today’s version valid? It’s a deployment day and we want to know that the code is valid and isn’t going to cause any production issues. This is why our first step is canary testing. In this stage we deploy the new version to a single machine in each of our 7 data centers around the world. After the service is ready, we let it run with real traffic for one hour. During that hour we gather various metrics - from the newly deployed server, as well as a server with the old version. These servers must have the same hardware specs; in addition, we also restart the old version to make sure the environments are as equal as possible. When the hour is up, we compare the results. Every metric has a well defined threshold. If the newly gathered metrics are within the boundaries of those thresholds, we can continue to the next stage. If the new version “misbehaves”, we stop, alert the relevant developers and analyze the issues. After the analyses, we can still go either way: abort the deployment (will happen automatically) or approve manually. Example for metrics compare from the canary testing ## Stage 3: Data center verification - part 1 The new version seems to be OK - at least as much as we can verify in 1 hour - and we decide to continue with the deployment. However we still want to ‘play it safe’. Enter stage 3: data center verification. We start deploying slowly on only one of our data centers. The first data center is carefully chosen by production engineers. It has to be outside of peak hours in that specific geographic area, but still have enough traffic for us to verify. The deployment procedure on a single data center goes like this: - Get the list of servers to be deployed - Calculate the size of the server batch (see below) - For each server in the batch Silence all alerts - Stop the old version and remove it - Install the new version - Start the service - Verify that the service started correctly - Unsilence all alerts - Run a batch verification to check various metrics of the domain - Wait for a minute for the next server batch - Repeat until no servers are left When the deployment on the data center finishes, we enter the validation phase - but first, let’s get back to the calculation of the server batch. ## Let’s do some math As mentioned above, when we deploy the new version, we don’t want to affect our ability to serve requests in the appropriate response time (<= 500 milliseconds). Therefore, we developed a formula that will tell us how many servers we can take out of the data center’s pool without causing “noise”. The formula looks like this: Where: - Xis the amount of servers we can currently stop. - Sis the total amount of functioning servers in the data center. - Rtotalis the total amount of requests in the data center. - RTavgis the average response time per request. - RTmaxis the critical limit for the response time. - Threadsare the amount of threads we use per server. When we get X, we normalize it so we won’t stop too many servers in off-peak hours - or too few servers in peak hours. Batch size calculation from June 3rd to June 10th ## Stage 3: Data center verification - part 2 OK - we deployed the first data center, and now we want to validate that it behaves correctly. We pause the deployment for one hour and perform several checks. The important ones are: - Check that the response time did not increase. - Check that the server logs contain no unusual errors. These metrics are monitored periodically, regardless of the deployment flow. In order to catch production issues faster, we integrated these checks into the flow. Any issue that arises at this point will raise an alert and pause the flow, until it is either approved manually or is manually or automatically aborted. ## Stage 4: New version for all When we get the "green light" from the first data center deployment and verification, the flow will automatically continue to deploy the rest of the data centers in parallel.   Deliver value and quality in 6 steps Want to build your own deployment process? We suggest implementing the following steps: - Test your code continuously - although not mentioned yet, code review is mandatory and unit and integration tests are a crucial part of code validation. - Collect metrics - both for the deployment and the production service - all the time. - Build a process that can validate the new code in production with real data/traffic. Compare with the metrics you collect. - Define the proper pace for deploying - you probably want it to be dynamic. Figure out the right pace for your specific needs. - Continuously validate that the new code doesn’t break anything. - Continuously improve. If you have questions, suggestions or comments, feel free contacting me at @tizkiko Good Luck!   ## Technology used A note about the tools we used to build the flow. The service is written in Java and packed as rpm. The logic of the deployment flow is written with Jenkins pipeline, mostly Groovy with some calls to shell commands (yum install, for instance). We use Grafana and Prometheus for monitoring and metrics. I would like to take this opportunity to thank Taboola’s Release Engineering and Production Engineering teams, who helped build this great process. --- ### Using Spark Dynamic Allocation URL: https://www.taboola.com/engineering/using-spark-dynamic-allocation/ Last Modified: 2025-01-14 14:37:24 The story starts with metrics. Every mature software company needs to have a metric system to monitor resource utilisation. At some point, we noticed under-utilization of spark executors and thier CPUs. Usually, dynamic allocation is used instead of static resource allocation in order to improve CPU utilisation through sharing. In this blog post, we'll define the problem, share the goals we worked towards and highlight many technical peculiarities regarding dynamic allocation usage along the way. At Taboola, we use Grafana, Prometheus with a Kafka-based pipeline to collect metrics from several data-centers around the world. Metrics at scale is a very interesting topic and involves multiple problems in itself and we have previously covered these in our blog and meetup presentations. Our data platform comprises several services that compute data projections and, importantly, those are long-running processes with long-living spark context. Periodically, when triggered, these services process new chunks of data, however, they block until the following occasion leaving the resources unused while no other framework can use them due to static resource allocation of cores. Here is a Grafana dashboard that shows the problem: The total number of cores taken from the Mesos cluster is invariably 500 while actual usage peaks at 400 occasionally leaving the cores idle a lot of the time. We can define our goals as: - Make better use of available resources - Improve end-to-end processing time One way to release unused resources in the static cluster (we are running on-premise, with a static number of Mesos-worker nodes) is to start using a dynamic allocation feature. ## What is dynamic allocation? - Spark provides a mechanism to dynamically adjust the resources your application occupies based on the workload - Your application may give resources back to the cluster if they are no longer used and request them again later when there is demand - It is particularly useful if multiple applications share your Spark cluster resources So what is happening under the hood? Spark driver monitors the number of pending tasks. When there is no such task or there are enough executors, a timeout timer is installed. If it expires, the driver turns off executors of the application on Mesos-worker nodes. Other executors might still want to access some of the data on the executor that completed all its tasks so we need an external shuffle service to provide them with a way to continue accessing shuffle data. ## How to start - Enable External shuffle service: spark.shuffle.service.enabled = true and, optionally, configure spark.shuffle.service.port - Enable dynamic allocation feature flag: spark.dynamicAllocation.enabled = true - Provision external shuffle service on every node in your cluster that will listen to spark.shuffle.service.port ## How to make sure external shuffle service is running on every mesos-worker node The natural approach is to use Marathon. You can think about it as "init.d" for Mesos cluster frameworks. By default Marathon can decide to distribute the service instances across the cluster so that some machines will host more than one shuffle service instance or none at all. This is undesirable as we would like to have strictly one instance per host machine. To ensure at most one service is instantiated we will use service constraints that allow us to specify max instances per machine explicitly. For example, we can add an entry to our config: "constraints": ] Equally, to ensure at least one service can be placed on a machine we will simply reserve resources designated to this service. ## Static resource reservation for the “shuffle” role - The needs of the external shuffle service will be fulfilled by the "shuffle" role in Marathon terminology. - We configure the mesos-agents on each node to report resources to the cluster taking the shuffle needs into account. The following launch params are used for the agent: --resources=cpus:10;mem:16000;ports:;cpus(shuffle):2;mem(shuffle):2048;ports(shuffle): Let’s break down these parameters one by one: - The default port range for the mesos agents is 31000-32000. - We are allocating 2Gb of RAM for the external shuffle service. - We are allocating 3 ports (7337 to 7339) for external shuffle services (for green-blue deployments, different spark versions etc) - The resources might be over-provisioned (the 2 cpus dedicated to the shuffle role are not included in the total count of 10 even though there are actually only 10 cpus in total on the machine). To set-up Marathon masters to use resources correctly, we need to add the same role (shuffle) to the --mesos_role parameter when launching. Now we made sure that the external shuffle service will get its own resources to run exactly once on each node regardless of the resource utilisation. During testing in the staging environment we discovered that after 20 minutes, the tasks started to fail due to missing shuffle files. It seemed that spark management of shuffle files has its corner cases. ## External Shuffle Service and Shuffle files management As mentioned before, external shuffle service registers all shuffle files produced by executors on the same node and is responsible to serve as a proxy to the already dead executors. It is responsible for cleaning those files at some point. However, a spark job can fail or try to recompute files that were cleaned prematurely. - There are some traces of the problem out there, e.g. SPARK-12583 - solves the problem of removing shuffles files too early by sending heartbeats to every external shuffle service from application. Driver must register to all external shuffle services running on mesos-worker nodes it have executors at - Despite the complete refactoring of this mechanism, it still doesn’t always work. We opened SPARK-23286 - At the end (even if fixed) it's not good for our use-case of long running spark services, since our application “never” ends, so it's not clear when to remove shuffle files - We have disabled cleanup by external shuffle service by -Dspark.shuffle.cleaner.interval=31557600 - We installed a simple cron job on every spark worker that cleans shuffle files that weren't touched more than X hours. This requires pretty big disks in order to work to have a buffer. So, we adjusted our external shuffle service parameters. Here are details on how to install this service on marathon. ## Defining External shuffle service to run as marathon service - Marathon supports REST API, so you can deploy service by posting service descriptor as follows curl -v localhost:8080/v2/apps -XPOST -H "Content-Type: application/json" -d'{...}’ - We commit json descriptors to source control repository to maintain history - The Marathon leader in quorum runs periodic task to update if necessary the service descriptor through REST-API - Following is Marathon service json descriptor for shuffle service that runs on port 7337: instances are dynamically configured - Using Mesos REST-API to find out active workers - Using Marathon REST-API to find out number of running tasks (instances) of the given service { "id": "/shuffle-service-7337", "cmd": "spark-2.2.0-bin-hadoop2.7/sbin/start-mesos-shuffle-service.sh", "cpus": 0.5, "mem": 1024, "instances": 20, "constraints": ], "acceptedResourceRoles": , "uris": , "env": { "SPARK_NO_DAEMONIZE":"true", "SPARK_SHUFFLE_OPTS" : "-Dspark.shuffle.cleaner.interval=31557600 -Dspark.shuffle.service.port=7337 -Dspark.shuffle.service.enabled=true -Dspark.shuffle.io.connectionTimeout=300s", "SPARK_DAEMON_MEMORY": "1g", "SPARK_IDENT_STRING": "7337", "SPARK_PID_DIR": "/var/run", "SPARK_LOG_DIR": "/var/log/taboola", "PATH": "/usr/bin:/bin" }, "portDefinitions": , "requirePorts": true } As mentioned before, we need to configure spark application appropriately: ## Spark application settings: - spark.shuffle.service.enabled = true - spark.dynamicAllocation.enabled = true - spark.dynamicAllocation.executorIdleTimeout = 120s - spark.dynamicAllocation.cachedExecutorIdleTimeout = 120s infinite by default and may prevent scaling down - it seems that broadcasted data falls into "cached" category so if you have broadcasts it might also prevent you from releasing resources - spark.shuffle.service.port = 7337 - spark.dynamicAllocation.minExecutors = 1 - the default is 0 - spark.scheduler.listenerbus.eventqueue.size = 500000 - for details see SPARK-21460 By now, we are running services with dynamic allocation enabled in production. For the first half of the day everything was great. After a while, however, we started to notice degradation in those services. Despite the fact that Mesos master was reporting available resources, the frameworks started to get less and less cpus from Mesos master. We enabled spark debug logs, investigated and found that frameworks that were using dynamic allocation, rejected resource "offers" from Mesos master. There were two reasons for this: - We were running spark executors that were binding to jmx port so while using dynamic allocation, the same framework in some cases got an additional offer from the same mesos-worker and tried to start the executor on it and failed (due to port collision) - Driver started to blacklist mesos-workers after only 2 such failures without any timeout of blacklisting. Since in dynamic allocation mode the executors are constantly started and turned off, those failures were more frequent and after 6 hours of the service running, approximately 1/3 of mesos-workers became blacklisted for the service. ## Blacklisting mesos-workers nodes - Spark has a blacklisting mechanism that is turned off by default. - Spark-Mesos integration has a custom blacklisting mechanism which is always on with max number of failures == 2. - We have implemented a custom patch, so that this blacklisting will expire after a configured timeout and so Mesos-worker node will return to the pool of valid nodes. - We've removed jmx configuration and all other port bindings from executors' configuration to reduce the number of failures. ## We still have to discover external shuffle service tuning Some params are only available with spark 2.3 or above : SPARK-20640 - spark.shuffle.io.serverThreads - spark.shuffle.io.backLog - spark.shuffle.service.index.cache.entries ## What we achieved - We are using dynamic allocation in production where it makes sense (e.g. services with some idle times) - We have better resources utilisation: instead of four services we are able to run five services on the same cluster - We were able to provide more cores to every service (800 vs 500) which reduced end-to-end running times. Notice how total_cpus_sum (the allocation from the cluster) follows real_cpus_sum (the actual usage of all workers for the framework) Overall we can say that: - Dynamic allocation is useful for better resource utilisation. - There are still some corner cases, especially on Mesos clusters. --- ### Stop waking up at night over MySQL replication URL: https://www.taboola.com/engineering/stop-waking-night-mysql-replication/ Last Modified: 2025-01-14 14:37:25 ## MySQL Slave Replication Optimization Written by Yossi Kalif & Ariel Pisetzky ## MySQL in Taboola So you love MySQL - what do you know, so do we here at Taboola. We spend a lot of our time with MySQL building our infrastructure to provide over 30 billion recommendations a day on over 3 billion web pages. In this blog post we would like to share how we optimized our MySQL to replicate faster over WAN connections so that we would not need to wake up at night and fix things. Oh, and it also helped us speed things up, so when we do have issues, they resolve faster. So, if your infrastructure has MySQL and you have replication, this blog post is for you.  TL;DR - at the bottom of the post Taboola operates in multiple data centers around the world, and at the time of the post, we have 9 data centers. We have our MySQLs in each of them and the Taboola network depends on the data in these MySQLs reaching all the data centers in a timely manner. Each data center (of the 9) has at least 10 MySQLs that are acting as slaves to our "Master" database (for the sake of simplicity, let's call it "Master-MySQL"). The daily replication volume to each of the globally distributed nodes is about 200Gb, while the local storage of one of our MySQLs is about 7TB. The use case for the MySQLs has evolved over the years. For the last 6 years the front end MySQLs are used to store configurations for the applications, publisher settings and campaign data, all of which change frequently. ## Problem statement deepdive So, what was the problem we tried to find a solution for within the world of replication? The Taboola services are sessionless, so each time a user connects to our service, the connection can (and will) go to a different app server. The app servers in turn will connect to different MySQLs slave for information on the transactions and this information needs to be replicated quickly to the data centers. When the Master-MySQL sends out updates, not all data centers have the same quality of WAN connections and the physical distance plays a role in the latency. When we set up the replication years ago, the changes were lighter and the size of the infrastructure was much smaller. The larger they both got, the larger the problem of replication interferences became. Worst of all, when something causes the replication to break (and you know this will happen at night) we need to fix it and wait for the replication to catch up. So we set out to (a) improve the replication resilience. (b) reduce the time it takes to replicate something and (c) improve the reliability of the replication, so we don't need to wake up at night and fix it. One important thing to note - this was all based on MySQL 5.5. ## First stab at it - 2015 Our first attempt at fixing the replication problem revolved around the slave replications settings, of retry and timeouts. Most of our issues were caused by packet loss or disconnections on the WAN lines (think VPNs, ISPs, routing and other networking issues Data Engineers don’t want to care about). With any issue on the long connections our replication suffered. We would see the replication slow down and in severe cases break. Once it broke, a manual restart of the replication slave was needed. Even a small degradation in the network service, such as a 2% packet loss caused the replication on multiple MySQLs to slow down and eventually break. (see graphs below). The first thing we changed was the default retry value, this would seem like a small thing, almost trivial, but network conditions do tend to change and that actually helped with the broken replication == manual restart condition. Now, the MySQL replication slave would retry more times and when the network recovered, so would the replication. There are actually two settings here “slave_net_timeout” and “MASTER_CONNECT_RETRY”. We wanted to reduce the amount of time the servers wait to declare the connection broken, then significantly increase the retries to establish a new connection  Network quality degradation causing increased replication delays: Almost full disconnection of network (high packet loss) causing a break in the replication: ## Second improvement - the network level Basking in our initial success, we let things be for some time and enjoyed the improved stability. During that well-earned quiet time, the size of our replication continued growing and our need to move data faster came to light. This made us look at the networking side of things and check how we could improve the network performance.  There are multiple ways to accelerate the networking output an application sees, most of them are hard to implement (move to UDP, compression, dedup and so on). When we came across BBR, it was clear it would be the simplest network tweak to implement and deploy in our network and servers. For further reading about Google BBR. We have implemented BBR on our binlog-servers, since the slaves of these machines are located on remote DC’s ( and affected by the WAN lines) , afterwards the MySQL replication was less sensitive to the events of packet loss. We have upgraded our linux kernel to 4.19.12 , and set the following kernel tunables: - net.core.default_qdisc = fq - net.ipv4.tcp_congestion_control = bbr ## Taking it to the next level The next phase in our quest to improve MySQL slave replication was aimed at improving the replication time. This new goal came out of necessity. The size of our data has been growing constantly so the following needed to be addressed: - Every break in the replication took longer to recover from. - Creating a new replication slave became a long process. Each frontend mysql has 5TB of data that needs to be restored from backup. - Maintenance of the replication slaves (patches, minor and major upgrades, hardware issues) became more expensive as the time to run them was compounded by the replication catchup time. - DML changes at the MySQL master cause mass changes at the slave and send a large chunk of data downstream from the master. Now at this point in our quest we were already using MySQL 5.7 and the replication slave clients were accessing the servers via ProxySQL. We use ProxySQL to manage read connections in such a way that the replication delay was a factor in the server selection process (the ProxySQL would send the query to the available servers taking into account replication delay). It was time to push 5.7 into the world of parallel replication. In order to run the test we had to build an identical environment for the test. We chose two nodes which have the same hardware & software, both worked with the same master MySQL. To complete the test environment and to remove external noise, we removed all the client connections from the two servers, so that the load on the servers would be identical. Once all traffic was removed from the servers, the replication was stopped for one hour, this way both servers have one hour of delay. When we turned the replication back on, we compared the two servers to see how this setting impacted the replication. The changes and test results are on the following table. ## Spec for test environment  Spec   Server 1 Server 2  cpu  Intel(R) Xeon(R) CPU E5-2630 v4 @ 2.20GHz  Intel(R) Xeon(R) CPU E5-2630 v4 @ 2.20GHz  cores  40 40  memory  128GB  128GB  Disk   Samsung NVMe   Samsung NVMe  masters  Master-4  Master-4  sync-binlog  2  2  innodb_flush_log_at_trx_commit  2  2  slave_parallel_type   database   database  slave_parallel_workers  0  0 ## Test scenarios # Test Results 1 Checked that our test servers are the same. Stopped the replication for one hour , and then let the replication lag finish. (running with slave_parallel_workers=0) Both servers finished the lag at the same time 2 slave_parallel_workers=4 slave_parallel_type=DATABASE(most of our data is in one database, so we didn’t expect any improvements here) Both servers finished the lag at the same time 3 In MySQL 5.7 a new replication parameter was announced slave_parallel_type slave_parallel_type=logical slave_parallel_workers=4 We observed little improvement in the parallel replication (but it was only about 10%) Not what we had hoped for 4 In MySQL 5.7.22 a new parameters was announced Binlog-transaction-dependency-tracking transaction_write_set_extraction Those parameters were applied on binlog-server/slave Parameters of Master-4 Slave_parallel_workers=8 slave_parallel_type=LOGICAL_CLOCK binlog_format='ROW' transaction_write_set_extraction='XXHASH64' binlog_transaction_dependency_tracking = WRITESET On the slave we used  Slave_parallel_workers=8 slave_parallel_type=LOGICAL_CLOCK  binlog_format='ROW' transaction_write_set_extraction='XXHASH64' binlog_transaction_dependency_tracking = WRITESET Replication delay catchup on Server2 finished in 17min compared to 50min on server1. 5 Since we saw an improvement when working with  Slave_parallel_workers=8, we tested it with 16 parallel workers. Going to 32 parallel workers didn’t give us additional improvement. Replication delay catchup on Server2 finished in 11 min, compared to 43min on Server1. ## Results Test 4 graph (you can see the improved time it takes to close the replication gap) The replication improvement might have cost on the CPU, so we also checked the CPU metrics to make sure that the impact on the server will not be too high and we could not run this configuration under production load. The CPU graph showed that the CPU increase for the replication work is about 7%. Test 5 replication catchup time showed the best result and CPU impact was within acceptable levels to go into production. The CPU consumption ## Bottom line Now with the improved configuration we can manage our 100 slaves with far more ease, as the cost of production operations is lower. The ability to perform patches, run hardware maintenance and overcome WAN issues is an important part of our MySQL routine.  TL;DR Here is a short version of all the steps we took in order to sleep better (not in the order of implementation) - Implement google BBR on binlog servers (blackhole engines) Kernel version 4.19.12 - net.core.default_qdisc = fq - net.ipv4.tcp_congestion_control = bbr - For parallel slave replication Upgrade master and slaves to 5.7.22 or higher - Change the following parameters on the master/slave slave_parallel_type=LOGICAL_CLOCK - binlog_format='ROW' - transaction_write_set_extraction='XXHASH64' - Slave_parallel_workers=8/16 - binlog_transaction_dependency_tracking = WRITESET - Configure network recover parameters: slave_net_timeout=60 - MASTER_CONNECT_RETRY=60 --- ### Fear of breaking production? Use Grafana! URL: https://www.taboola.com/engineering/fear-breaking-production-use-grafana/ Last Modified: 2025-01-14 14:37:25 In Taboola, we deal with scale, huge scale. A small issue might turn into a disaster in a matter of hours. Re-writing and replacing an existing service with a new one is a real challenge, moreover doing it without causing downtime is SCARY. Reading logs is not an option. Logs are gigantic, unwieldy and span over many machines. It would take hours to combine and analyze them. In this post I will share with you three graphs in Grafana that I think are a must for observing new code. Let’s start… ### Did I break production?  You write your shiny code, you (even) test it, but, how would you verify that you didn’t break the production environment? Luckily, we use Grafana, and this actually makes a big difference. My plan was to compare old code vs. new in Grafana, but, where to start? ### You have Grafana... let's use it! Frankly, I didn’t know anything about Grafana. Walking through the office, I saw on my colleagues screens , fancy, colorful graphs. Yet, I couldn’t understand a thing about them. When I looked for existing graphs to copy, I found way too many. So copy & paste was out of the question. Frustrating... I decided to learn Grafana from the ground up. It took me almost two days - I used Grafana Beginner's Guide on YouTube as a starting point. This really made a big difference. ### Which graphs are absolutely a must? Assuming you are using a JVM, you want to watch the garbage collector and heap usage, because the JVM’s memory is critical. If it is too high it will break everything. Must-Have Graph No. 1: Memory (Heap) Tip: Use a moving average function see the saw-tooth. Your graph will be less accurate; yet, it will give you a clearer view of the memory pattern. Even more importantly, it will give you better insights at a glance. Next, monitor the OS itself, track the CPU. As a rule of thumb, avoid reaching 80%-90% utilization. Remember that there are peaks, and your service needs to cope with them smoothly. Must-Have Graph No. 2: CPU Sidestory - this kind of graph helps me to convince the production IT guys to give me more computing power, as I could show them that I was hogging the CPU. So far these are the technical KPIs, now, what about applicative KPIs? ### Compare Apples to Apples - Keep the Same Metrics If you want to be sure that things still work, use the same KPIs in the new and old code. If your graph lines continue in the same trend - you can be sure it still works. Put the old and new metrics together in the same graph, because you want it to be easy to see any mis-alignment. In the following graph, the new metrics are positive and the old implementation is represented by negative numbers. This “mirror view” is easy on the eyes and helps spot variations. Must-Have Graph No. 3: Old & New Together  Tip: You can get this effect by multiplying the old metrics by -1. ### Things to remember - Take the time to learn Grafana - it’s absolutely critical for large scale applications - Monitor both OS and JVM, in addition to applicative KPIs - Stick to the old metrics - for the sake of feature parity and trend breaking - You can use moving average and scaling to -1 for easy comparison Although replacing a service without downtime is frightening, Grafana can really make a big difference. Grafana gives you the visibility needed to make sure your new code is running and the application is stable. --- ### Growing by Learning - DIY URL: https://www.taboola.com/engineering/growing-learning-diy/ Last Modified: 2025-01-14 14:37:25 To facilitate flexibility and technological hype, you want to work with people who know how to learn. This is much better than having someone who knows a specific programing language, because a person ‘ who knows how to learn’ can learn any new language! This agility is crucial, because technology is always changing and learning is endless: My story begins two and a half years ago in Taboola Engineering, where I arrived with dozens of new employees. In fact, 50 percent of the developers were new (less than one year)! Taboola was growing, and with great growth comes a great need to learn. My goal was to create learning programs, but along the way I realized that it was far beyond this - learning brings personal development, curiosity, doubt, and insights into the organization's working methods. The past years has been an exciting journey of many collaborations, trial and error, failures and successes. We learned a lot on the way, and today our training rooms are filled to capacity. You will even be able to find our VP R&D with an open notebook. In this blogpost I will share insights we have learned that can help you grow your environment (and make people crazy about learning). ## #1 - Expand the supply of knowledge Let's think about the knowledge market - the demand for knowledge is massive. We are all thirsty to expand our depth and areas of knowledge. To meet this demand, the trick is to create a wide pool of internal “suppliers” that can provide the knowledge. Meet your partners - engineers with one year’s experience Engineers with one year in the company are looking for self development and growth. They can be a great boost for the internal “suppliers”. This is a win win situation - let me explain why: This great demand does not fall on the shoulders of the veterans only. At the same time, it allows your engineers with one year’s experience, to deepen their knowledge, develop themselves and give additional value to the organization. ## #2 - Water the flowers you want to grow If you want to keep your pool of presenters motivated and passionate -  it is very important to recognize and support this group. The first step is to share those people’s wonderful contribution with the organization . As a result, they will be able to receive recognition not only from you but from their manager and colleagues. In the opening session of the learning program, I always show this slide: This is also an opportunity to create a circle of giving and receiving - invite the newcomers to join the contributors group and be on this slide as well. Secondly, support your content owners - - Assign a mentor who will help them professionally with the material - Create workshops about how to convey a clear message and upscale presentation skills This will help you improve the training and raise the motivation to belong to the group of presenters. ## #3 - Data Matters Data collection? Why should you invest in it? Analytics give you valuable insights. They help you to improve your learning programs. But even more importantly, they pinpoint weaknesses. So learning can be valuable for the organization and contribute to its growth. Let me give you an example - It popped up that people were not passionate to learn about certain technology, and we had to research for the reason why. It may be an old technology, there may not be many developers who code it, and anyway, this is an interesting insight for the organization. Most important - communicate your findings to others so you can turn insights into action. ## #4 - Build the learning brand Make your audience realize that they can earn something beyond their daily role - they have the opportunity to develop themselves. Let your audience feel that there is someone who is concerned about the accessibility of the right knowledge at the right time. These are the emotions that your learning brand should convey. One of the most exciting and fun outcomes will be that people and initiatives will reach out to you! You will feel like an excelerator for growth, entrepreneurship and innovation. But how can you create a brand? - Think about a logo related to learning and add it to all of your communications - Take advantage of opportunities to present learning activities - toast, happy hour, slack channel... - Show results - people talk and spread the word, so, one success leads to many more - Make the learning programs prestigious - if you want to both learn or teach: you have to invest. For example, set prerequisites for workshops ## Checklist - Engineers with one year’s experience are looking for places to grow, they can expand the supply to meet the demand for knowledge. - Recognizing and supporting the group of content owners is VERY important. This will drive motivation and energy for learning activities. - Track your data and leverage organizational projects through your insights. - Build the learning brand to create awareness of learning activities and to attract collaboration. ## Up next Today we are facing with challenges of an R&D that has grown greatly. In my upcoming blog post I will share from our experience - what you should keep in mind while you are growing.   --- ### 'Tis the Season: Fun with (Decision) Trees URL: https://www.taboola.com/engineering/tis-season-fun-decision-trees/ Last Modified: 2025-01-14 14:37:25 At Taboola, we work daily on improving our Deep-Learning-based content-recommendation model. We use it to suggest personalized news articles and ads to hundreds of millions users a day, so naturally we must stick to state-of-the-art deep learning modeling methods. But our job doesn’t end there - analyzing our results is a must too, and then we sometimes return to our data science roots and apply some very basic techniques.  Let’s lay such a  problem out. We are investigating a deep model that behaves rather strangely: it wins over our default model for what looks like a random group of advertisers, and loses for another group. This behavior is stable in the day to day, so it looks like there might be some inherent advertisers qualities (what we’ll call - campaign features) to blame for this.  You can see a typical model behavior for 4 campaigns below.  Daily results for selected campaigns, compared to a baseline of 100%. We can see the new model is very stable - good for some campaigns, and bad for others. How can we predict which campaign is going to succeeded? So we hypothesize that something about the campaign makes this model either work or not. Could it be the type of publishers the campaign uses? The size of their audience? Their cost per click? Maybe all of these things together? Santa is not here yet to help, so we should investigate this! If we thought there might be a single numerical feature responsible for this, we could write a simple script in python to look for correlation between the different campaign features and our label. But we think there’s more than one campaign feature to blame, plus we have many categorical features - so we can’t simply correlate. What to do? Let’s harness the power of classical machine learning! So, we’ll use a machine learning algorithm (specifically, a decision tree) to help explaining our deep-learning model results:  Some questions you might have before we go forward:  - Why use a tree, and not just use deep learning explainability tools like SHAP? We are trying to insulate the campaign features here, and the general model uses a lot of other features that are irrelevant (user features, context features) now. Also, we might have more meta-data to use than what goes into the deep model - say, the language of the campaign, how long it’s been running etc.  - Why use a tree, and not just another deep model to figure this out? We are looking for maximum explainability, even if our model isn’t 100% accurate - as long as it points to the main suspects that make us win/lose. - Why use a simple decision tree, and not random forests or xgboost? Just like the previous question. A decision tree is powerful enough to catch the main bad guys, it’s only a few lines of code and you can plot it!  - How do we choose the depth of the tree? Try to keep it simple, if you think you might have 1-3 leading features to find, a tree of depth 2 will suffice. You can look at depth 3 to see that you didn’t miss anything. Anything more is probably too much. So, to recap, we generate a table with all our campaign features and add a label column with 0/1, depending whether we do better or worse than our default model (This is what we are trying to predict). Use this table to fit a tree classifier. Then plot the tree and see what it found or just look at the features sorted by their importance. Results come after only ~15 lines of code and in less time it took you to read this post. This technique ended up being pretty useful: If there are indeed features that make a model work we can spot them almost instantly. Even more important, if the tree finds just noisy unexplainable columns - this means our hypothesis was wrong.  Some highlights before we paste the actual code below.  - Trees can work with categorical features, but you have to 1-hot encode them first. Don’t work hard and implement it yourself, but use the pandas built-in function below.  - Be careful with weird columns correlating with your label column! Remember explainability is key here - so if you suddenly find some random categorical value being very high on your decision tree, it's probably noise! remove it and start from the top.  - No need to split the data between train and test, using a low depth should take care of overfitting for us. That’s it. Sometimes simple solutions are sufficient even for baffling questions.  Trees are fast, explainable and their plots look really nice in presentations :) Merry Christmas and Happy Holidays everyone! As promised, sample python code here:  # Imports from sklearn.tree import DecisionTreeClassifier from sklearn import tree import pandas as pd  # Read the files data = pd.read_csv("your_file_here.csv") label = “your label column” # Split data from label y = data X = data.drop(label, axis=1) # Data preprocessing:  # Fill in NaN  X = X.fillna(0) # Turn categorical features to 1 hot encoded columns X = pd.get_dummies(X) # Fit tree  max_depth=2 classifier = DecisionTreeClassifier(random_state=0, max_depth=max_depth) classifier.fit(X, y) # Print top 5 features by importance print("max depth:", max_depth) print(sorted(zip(X.columns, classifier.feature_importances_), key=lambda x: x)) # Plot tree from sklearn.tree import export_graphviz import graphviz export_graphviz(classifier, out_file="mytree.dot",feature_names=X.columns) with open("mytree.dot") as f:     dot_graph = f.read() graphviz.Source(dot_graph) --- ### Monitoring and Metering at Scale URL: https://www.taboola.com/engineering/monitoring-and-metering-scale/ Last Modified: 2025-01-14 14:37:25 In this blogpost I will describe how we, at Taboola, changed our metrics infrastructure twice as a result of continuous scaling in metrics volume. In the past two years, we moved from supporting 20 million metrics/min with Graphite, to 80 million metrics/min using Metrictank, and finally to a framework that will enable us to grow to over 100 million metrics/min, with Prometheus and Thanos. ### The journey to scale begins Taboola is constantly growing. Our publishers and advertisers increase exponentially, thus our data increases, leading to a constant growth in metrics volume. We started with a basic metrics configuration of Graphite servers. We used a Graphite Reporter component to get a snapshot of metrics from MetricRegistry (a 3rd party collection of metrics belonging to dropwizard that we used) every minute, and sent them in batches to RabbitMq for the carbon-relays to consume. The carbons are part of Graphite’s backend, and are mainly responsible for writing the metrics quickly to the disk (in a hierarchical file system notation) using Whisper. Then, the Graphite web app read the metrics from Whisper, and made them available for Grafana to read and display. This is how our primary architecture looked: Figure 1: Graphite architecture When we wanted to scale horizontally - we added additional Carbon, Graphite-web and Whisper DB nodes. The cluster of carbons became big and complex. In addition, we used different kinds of carbons for caching and aggregations. We started to suffer from metrics data loss, when the carbon-cache nodes crashed due to out of memory, or when the disk space (used by Whisper) ran out. Moreover, the RabbitMq cluster wasn’t well monitored, and it was complicated to maintain. At this point, we supported 20 million metrics per minute, and we wanted more. The new requirement was: 100 million metrics per minute (!), and we knew the current architecture would not be able to scale enough to support this. ### First infrastructure change: Metrictank We chose Metrictank, because of the following reasons: - It is C* backend - which is known to be very stable and we were experienced with it, from other data paths. - It’s Multi-tenant - thus, we could share our content with it. - It receives various inputs (carbon/kafka, etc.). - It’s 100% open source. But mainly we chose Metrictank because it’s compatible with the hierarchical Graphite syntax - thus we didn’t have to refactor our current dashboards to work with the new key-value notation. The architecture at this time was composed of Taboola services, who reported their metrics using a new MetrictankReporter component. This reporter took a snapshot from MetricRegistry every minute, and pushed them, after batching, into a local kafka cluster. The metrics moved to the backend aggregative kafka cluster using a KFC-Mirror component (KFC = KaFka Consumer). There, they were consumed by the KFC-Metrics consumer, unbatched and compressed to a msgpack format, and finally pushed again to the same kafka with a different topic, for Metrictank to consume. In addition, we had external services (e.g., kafka, cassandra), who reported their metrics to carbon-relays that were used as kafka producers. They pushed their metrics into the local data center’s kafka as well. A KFC for external services consumed their metrics, batched them, and pushed them back to the local kafka, for the KFC-Mirror to transfer them to the backend cluster as well. There, they went through the same process of un-batching and compressing into msgpack. Last, one essential service for us (Sensu, used as an alerting system) worked only with RabbitMq, thus dedicated carbon-relays consumed its metrics from Rabbit and pushed them to the local kafka. This is how our Metrictank architecture looked: Figure 2: Metrictank architecture We started with an architecture of 9 Metrictank VMs - 24 cores each, and 10 nodes of Cassandra. Each node saved 1-2.5 terabytes of data to the disk. After a year, our disk usage incrementation looked like this: Figure 3: The increase in disk space usage in percentages of Taboola’s cassandra nodes (upper plot) and the disk usage in terabytes (lower plot) Metrictank introduced new challenges. First, it handled the downsampling and the query module in the same service. It had to flush the metrics twice a day to perform the necessary aggregations and write them to Cassandra. This caused a performance overhead, and daily downtimes in the query side. In addition, we suffered from kafka disk space issues, so we had to reduce their retention. Last but not least, our kafka consumers tried to overcome consuming lags, by pushing to Metrictank unproportional loads of metrics, which in return made it crash. In order to overcome the daily downtimes, we moved our Metrictank nodes to Kubernetes, and created 25 primary nodes who were responsible for writing the metrics to Cassandra, and 25 replica nodes who were available for queries from Grafana. We grew in the last year from 20 million metrics per minute to 80 million metrics per minute. Figure 4: Taboola's metrics amount in the Metrictank path This new reality made us constantly request for additional storage such as Cassandra nodes and larger disks for kafka. We still had to deal with Metrictank pods crashing from time to time after consuming huge unbalanced amounts of metrics. And finally, we received a new requirement: defining metrics per publisher. Taboola has over 10,000 publishers, which meant a lot of new metrics being added to the metrics flow. The current infrastructure could not be scaled enough to support the above, thus we decided to change it once again. ### Second infrastructure change: Prometheus Why choose Prometheus? - It is simple to install & scale. - It has a federation ability - every Prometheus service can turn itself to an endpoint for another Prometheus service to consume the metrics from. - It has a built-in alert manager. - It is widely used and maintained. - It is 100% open source. The major difference between our Metrictank architecture and Prometheus was that Prometheus scraped metrics from dedicated endpoints, while Metrictank consumed the metrics from kafka. Thus, our implementation had to be changed. In addition, there was one major drawback: we had to refactor all our existing dashboards to key-value notation. So, we wrote an automatic tool for converting complete Grafana dashboards from hierarchical graphite syntax to a key-value notation. Similarly to the MetrictankReporter, we wrote a new TaboolaExporter. The exporter took a snapshot of metrics every minute and exposed them in the service’s endpoint. The Prometheus service in each data center scraped the metrics and stored them internally. For external services such as Kafka and Cassandra we used additional exporters (mainly JMX exporters) to expose the metrics to dedicated endpoints as well. The Prometheus service used Consul’s discovery abilities in order to know which servers to scrape the metrics from. Finally, we used Prometheus’ built-in Alert Manager for reporting local data center alerts. This was our first vanilla deployment of prometheus in each of our data centers: Figure 4: Taboola's metrics amount in the Metrictank path The above deployment worked like a charm, but we still had to answer some hard questions: - How can we store terabytes of data in a reliable and cost-efficient way, without sacrificing our queries response times? - Can we execute an aggregative query over all data centers, from different Prometheus services? For this purpose, Thanos came into play. Thanos is a collection of services created specifically for using Prometheus at high scale and across data centers. We used Thanos as follows: - Thanos query - handled our cross data center queries, using client-side join of the data from each Prometheus db. - Thanos ruler - recorded our heavy / frequently used queries ahead, and the results were available for the Thanos query service as a time series data to scrape. - Thanos sidecar - used as a mediator for our long term storage that was defined for each prometheus server (e.g. Google storage). Adding Thanos to the former deployment looked as follows: Figure 6: Adding Thanos for cross data center queries After adding Thanos, we met the first requirement we had - to support +100 Million metrics per minute. ### Finally, a success story After deploying Prometheus and Thanos framework, we reduced the amount of metrics sent through the Metrictank path by almost half, and this flow is still functioning and stable on Kubernetes, with close to zero downtimes. Currently, we have 48 million metrics/min (800,000 metrics/sec) in the Metrictank path and 73.2 million metrics/min in the Prometheus & Thanos Path (1.2 million metrics/sec, and keeps growing). We changed our metrics infrastructure twice in two years as a result of continuous growth in our metrics volume. We faced complex implementations and gradual deployments along the way. Remember - major changes do happen frequently in dynamic companies, and with a strong team they can lead your company to great success. Regarding our metrics per publisher requirements - it was simple to implement after the last infrastructure change. If you are interested in how we did it, you are welcome to check out the Taboola Engineering blog, and search for our next blogpost on “Publisher Metrics and much more @Taboola”, soon to be published. I want to thank the best Infrastructure Engineering group in Taboola who made all of this possible. Special thanks to Moty Lavi and Tidhar Klein Orbach for helping along the way. --- ### A QA Party is the BEST Party in town! URL: https://www.taboola.com/engineering/qa-party-best-party-town/ Last Modified: 2025-01-14 14:37:26 Sometimes we need to test urgent features fast. It has to be within a very short timeframe, when there is not enough time to run a full test plan for that feature. This might occur on different occasions. When not having enough manpower in QA to cover a full test plan for a feature. New special demands from an important client right before the release deadline. Product management needs new adjustments before the developer deploying a new product version. It can also happen when a client, team lead or PM wants a new feature and it should have been done YESTERDAY! It can also happen actively. Running every once in a while a wide post-production test, or dedicating limited time for a bug hunt. We at the Taboola Video Solution department call it “Search for a Bug Thursday”. This unplanned development might end up launching a “half baked” product. It will produce bugs in production that could be very expensive to fix so late. QA Parties are epic! When we need to cover more tests in less time, we hold a QA party. In this type of parties, members from different teams join in on the QA testing effort. This enables new untrained eyes to test QA scenarios. With a fresh look, they can find overlooked bugs which “tired” users might take for granted and ignore. Some places use what is called a Beer Driven Testing session. Having people drinking alcohol is both fun and productive. It is a time-saving session covering a wide range of tests. But always remember - don’t drink and debug on production! Some drunk scenarios might seem illogical at first. Some real users might not think so. Especially when believing in the practice that the user is always right! Better face it in-house first than paying for it later. When organizing a QA party, sending an email is not enough. Go over in person and ask the people you want for their help. Talk to them. Explain why and how you need them. Creating a buzz and a common interest to deliver the product tested and ready fresh out of the oven. QA Party themes There are different kinds of QA parties: You can host a full blown out QA team party. People from all different teams, who don’t usually work together, join the entire QA team. When the lone QA team is not enough, you can organize a wide QA-product party. Everybody who works on the same product joins the fun - both QA and developers. If more effort is required in a short amount of time, plan a full QA-R&D party. Gather all R&D teams and QA for a short time to test the one product. If the product’s scope is very wide, everybody is welcome to a full QA-company party. Send all the troops from the entire company to the war zone. Even reserves, such as finance and HR, are invited. Taboola’s QA party - where the fun never ends There were several occasions where we at the Taboola Video solution had to throw a QA party. Without enough time to come up with a proper test plan, we enlisted the help of several R&D teams. We asked them to verify features together to speed up the process and release on time. We found several critical showstopper bugs this way. Without the party, QA probably won’t have the resources to find these showstoppers. The party was a huge success, and we decided to make a monthly event out of it. Each month all the video teams dedicate a few hours to debug their code. We call it “Search for a Bug Thursday”. We managed to explore and catch some very interesting bugs that way. Either in production, or on features currently in development. If someone in R&D had a lead, or a suspicion for a potential buggy behaviour, they used this time to look into it. While having our periodic QA parties we managed to discover several issues this way. We caught a frozen video from a 3rd party script. We found out that we log the same messages twice in the debugging console. In one of our QA parties we tested a feature which adds text info to our video players. The feature worked well in dev environment. At the party, we tested the feature in the staging environment. We caught that Unicode characters are being displayed as gibberish. We prevented this bug from being deployed to production. Without the party, we probably would have missed this bug. All such issues were reported and addressed appropriately. Without QA parties, we might have missed these issues. Even worse, we might have found out about them only when severity rises due to users' complaints. QA party upgrades Using a QA Party as a method to increase testing wideness can be handled wisely. Divide people into groups and assign them different tasks. Assign a group for each environment, platform, OS and web browser you need to test. There is no “phone basket” in a QA party. If needed, ask people to use their personal phones. Non QA personnel should be asked to look into happy path scenarios. This will free QA's time to focus on more in-depth specific scenarios. In this type of party, QA works hard and plays the hardest! Invite everybody - entrance is allowed for developers, administration, finance, business and more. This will get more eyes looking at the product, and each one will look from his/her perspective. This practice may lead users seeing more edge case bugs, that otherwise might be missed. This also lets the team go through a wider range of unique and different user styles of the product. Maximizing testing scope while minimizing time spent actually leads to bulk testing. Take a big group of testers from different backgrounds. Have them dedicate time to test a single product. They will cover more scenarios than the lone tester can. Each of the party people can contribute valuable feedback on the product from their perspective. This can get product managers to tweak and change the interface accordingly. Another effect of a QA Party is exposing features to other members of the company. They might not have known or experienced these features otherwise. It will make them more familiar with new aspects of the company. It will help them know their own business better! Saving time, saving costs The QA Party is an elegant solution for quick and effective testing. It saves time. It encourages a wide-spread teamwork. It helps knowledge sharing between teams. Most of all - it is the best party in town! Cheers and QA on! --- ### Performing Exploration, Robin-Hood Style URL: https://www.taboola.com/engineering/performing-exploration-robin-hood-style/ Last Modified: 2025-01-14 14:37:26 Our core business at Taboola is to provide the surfers-of-the-web with personalized content recommendations wherever they might surf. We do so using state of the art Deep Learning methods, which learn what to display to each user from our growing pool of articles and advertisements. But as we challenge ourselves manifesting better models and better predictions, we also find ourselves constantly facing another issue - how do we not listen to our models. Or in other words: how do we explore better? As I’ve just mentioned, our pool of articles is growing, meaning more and more items are added each minute – and from an AI perspective, this is a major issue we must tackle, because by the time we finish training a new model and push it to production, it will already have to deal with items that never existed in its training data. In a previous post, I’ve discussed how we use weighted sampling to allow more exploration of items with low CTR (Click-Through Rate) while attempting not to harm the traffic of high CTR items. In this post, I’ll extend this dilemma even further, and discuss how we can allow meaningful exploration of items which our models have never seen before. ## Understanding Embeddings and OOV Understanding the use of embeddings – and what they represent – is the key to understanding the discussed exploration method, so let’s briefly review how they work. An embedding is a set of weights (or more simply, a vector) learned by the model to represent the characteristics of an input feature. Let’s say that we have two items in our pool, where item A is super-successful among gamers of age 20 to 30 living in the US and Canada, and item B is very popular among cooking-lovers of ages 30 to 40 living in German-speaking countries in Europe. Where should the model store this learned information? In each item’s embeddings, of course! So embeddings are value-specific vectors the model has learned, and it allows it to distinguish one from another, and estimate their performance more accurately. For each of our items, the model learns a new vector. If our model is training correctly, another item which is successful with item A’s crowd will have an embedding vector which will be close to him in our vector space. But let’s say that our training data has another item, item C, which is so new it appeared on the training data only once. Is this single appearance sufficient for the model to learn anything about this item? Of course not. So there’s no point in creating an embedding for it – as it will obviously just be noise. Yet, we still need an embedding for it, so what should we do? Whenever we build embeddings to a feature, we decide on a threshold of minimum appearances each value must have in order to have its own embedding. All the values which have less appearances than the required threshold are then aggregated and are used to construct a single embedding which will be used for all of them. This embedding is named the Out Of Vocabulary embedding (OOV), as it is used for all the values that didn’t make it into the list (or vocabulary) of values which have their own embedding. Even more, the OOV embedding is also used for all the completely new items which the model never seen before. It’s easy to see why having an OOV embedding is really bad for any value. It is constructed of many many completely different values, which rarely have anything to do with one another. This means that OOVs are usually noisy and have very low CTR estimates – even though there’s nothing wrong with these items, they simply weren’t displayed enough when the model was trained. But there’s a vicious cycle here – if a new item received an OOV embedding due to lack of appearances, it will receive very low CTR estimates by the model – which again won’t allow it to receive many appearances. This can make the model stick to the same items it always displays, and this isn’t good for us. So... it’s time for us to head over to Sherwood forest! ## The Robin Hood Exploration One of our most important goals at Taboola is to predict whether our users will click on an item we’ve shown them or not. Therefore, our training data is constructed of all the items we’ve shown (also known as impressions), and the user’s response (clicked or not). As there’s an obvious positive correlation between the number of times we show a certain item to the number of clicks it receives, it’s easy to see that our best-selling items are also the ones with the most appearances in our training data. This means these are also the items with the most powerful and well-trained embeddings. So the trick we did here is quite simple – just like there’s a minimal threshold of appearances to the embeddings, which below it a value becomes an OOV, we’ve added a maximal threshold to the appearances, which above it a value also becomes an OOV. We tuned it so only the very top of items will fall above this threshold and will be added to the OOV bucket. This provides us with an OOV made by a combination of the most profitable items we have – so now all new items receive a super-powerful embedding, which makes the model give them higher CTR estimates. We named this method Robin Hood Exploration, as we “steal” data from our best items and move it to our OOVs. And, yes – it works: Impressions (yellow) and revenue (green) by different embedding groups of the Robin Hood method compared to our default model. The Robin Hood method is performing as expected – our OOVs and Weak embedding groups receive more traffic and also yield more revenue, but on the expense of our top-sellers. Medium-strength embeddings are left with almost no change. Reducing traffic of top sellers is something we can deal with when affecting a limited amount of traffic – our purpose here is to perform exploration, a.k.a: give traffic to new items, and there’s no need to perform exploration over our best sellers - we already know they’re our best-sellers. And there is even more good news: when it comes to our overall revenue - this method showed absolutely no negative impact over it. To conclude, our Robin-Hood approach, which transfers data from top items to OOVs, has proved itself to be a valuable method for performing meaningful exploration with minimal technical effort. We hope it will prove itself worthy for our readers too. Safe ride! --- ### Make React Components Consumable Again URL: https://www.taboola.com/engineering/make-react-components-consumable/ Last Modified: 2025-01-14 14:37:26 The integration between a newly developed code into an existing code is always a challenge. Recently I was assigned a task to develop a new app inside Taboola’s Backstage. As a developer who is always looking to learn new technologies, I decided to develop it using React, Redux and Middleware. I have never developed using Redux and Middleware, only old-school React. So the first thing I had to do was to learn how to use these funky libraries. With the help of my wonderful teammates, who had some experience with these libraries, I had an easy start. I was able to create my project and install Redux. Then I became acquainted with the single source of truth concept and how to create actions. Challenges ahead Backstage was not developed using React, which raised two concerns. First, I did not want to break the existing code. Second, how to integrate between my React app and the parent site. Thanks to the React build command, the first concern was solved pretty easily. React build command creates a bundle code, based on defaults configuration. I injected the bundle code into an iframe and I was able to isolate my app’s code. Errors were encapsulated into the iframe scope, and the parent site didn’t break if an error was thrown. But now how can I export data from my app to the parent site? The parent site - iframe communication dilemma My first attempt to interact with Backstage was by using an unfriendly iframe. The way to communicate between parent site and an unfriendly iframe is by using events and postMessages. The disadvantage of using this approach is that the communication becomes asynchronous. Why is that bad? Unnecessary async communication in JS causing CPU and time overhead. Obviously, I didn’t want to lag Backstage. It is also harder to debug and read. I wanted the next developer who works on this project to have a smooth sailing into the code. Make friends with your iframe I still wanted to encapsulate my code inside an iframe, but I had to “make peace” with my iframe before. By replacing the iframe with a friendly one, I still got all the benefits of error handling I mentioned. It also created a new opportunity for me - I was able to expose an API to the main page. Why was that an advantage? It enabled me to synchronize the communication between the main page and the React app. As mentioned before, it makes the work much easier, for both the browser and future developers. Wrap it up I decided on writing the API as part of the main React component. In this case, I had to expose the main component to the main page. In create-react-app’s default code, the entry point to the code is not returning any value. The running of the entry point is independant. Also, ReactDom.render is not returning it’s result. It only renders the basic React code into an existing element. The first thing I had to do is to change this behavior - I wanted to be able to get the result of ReactDOM.render. Sounds simple, doesn't it? I found a helpful GitHub project to start my vision. With the help of this project, I was able to understand how to wrap my React code and expose it to the main page. Make your React code consumable Let’s take this structure for example: First of all, we want the iframe to consume our React app and store it as a variable. When using create-react-app, React provides a native build command - “react-scripts build”. It creates a directory with a bundled version of our code, ready for production. We need to change it a little bit, by creating our own Webpack. Our new webpack would have to return our entry point and make it assignable into a variable. So, we had to change only the output config for our build. All other configs can stay as default. I do suggest adding the entry point, for readability reasons. The option that configures how the library will be exposed is libraryTarget. The safest and most recommended value for libraryTarget is “var”. By using this option, the value returned from Index.js will be assigned into a variable in the iframe. Then, we will be able to use its returned value in the HTML code: Expose your API If I develop the API in Main component, I can return the component from Index.js and call the API from the main page. For example, I will be able call Main’s “changeText” method after 5 seconds from the main page: Easy as a pie. But a short reading in ReactDOM documentation revealed the next note: The solution that is offered in the note is callback ref. In this case, callback ref could not help me. It will allow me to create a reference of Main component and use it as a member of App component. However, I will not be able to simply return the referenced component to the main page. Overcoming the async barrier Besides React’s documentation advice, I faced the same issue when I added Redux into the mix. Redux’s Provider component does not return any value, because it loads asynchronously. How can we overcome this barrier? With Promise.  We can pass the resolve callback to Main component. When the component is mounted, we can resolve the promise. We can pass the component as the resolve value, and store it in the iframe. Then we will be able to use it from the main page: Let’s Wrap it up (yes, I used the same pun again) Now we can add to our API, consume it from the main page and use it as we please. We made our code simpler for the next developer and debugging became easier. We removed redundant CPU usage and run-time lags by avoiding unnecessary asynchronous code. This method is very useful when writing a React app. You can export data to any other app, regardless of which library is being used. By doing some small changes, we can do great things. Using React app, we can integrate a new React app with any Angular, Vue, jQuery and plain javascript apps. Sounds freakin’ awesome! A little anecdote for the end: I was told about this solution from a friend, who used it for a Redux-less React app. Also, the example from GitHub is not directed for Redux projects. I didn’t think it would require any special adaptation. I was wrong. At the beginning, a null object was returned from my Index.js file to the main page. I learned the hard way that Provider is created asynchronously. For an entire day I banged my head against my laptop. But once I understood how Provider works, I was able to synchronize my code using promises. Only afterwards I read the note about ReactDOM.render. Hopefully, this will save other developers precious time. --- ### To Predict Article Performance, Use Machine Learning Models URL: https://www.taboola.com/engineering/understanding-articles-using-machine-learning-models/ Last Modified: 2025-01-14 14:37:27 ### Introduction Newsrooms are under constant pressure to deliver the most up to date, relevant, and engaging information possible. At Taboola, we are building tools to make this faster, easier, and now--predictable. As soon as an article is published the team has a critical eye on engagement data. Garnering insight on article performance as soon as possible is critical for guiding content strategy. Some articles receive wide attention immediately, drawing hundreds of thousands of page views within minutes, others may only see the first page view after a few hours. Taboola aims to narrow this gap even further by leveraging Machine Learning Models to predict article performance the moment after it becomes available to the reader. Read on for details on our latest research and fascinating discoveries around predicting article performance! ### ### Article Data Taboola Newsroom is a real-time optimization technology that empowers editorial teams with actionable data around what stories, headlines, thumbnails and placements generate the maximum engagement across desktop and mobile. When enabled, it constantly processes all the traffic and engagement data from the publisher. For example, all article page view traffic is grouped by source, location, and platform. For the models below, a one-minute time interval is used to understand the article data. Because different publishers may have distinctively different user engagement patterns, our preliminary research models focus on one US main-stream publisher in 2017. Using articles published in a one-week span, traffic from the first two hours post-publish is shown in the following figure. The majority of articles are published during working hours and popular articles usually see substantial traffic immediately. All articles exhibit different performance trends, but among those differences there is no clear pattern that can be determined. Though other article-related information may have an impact on performance (such as author, article category, time of publish), that data is not used in this chart. ### Models We used multiple machine learning algorithms to analyze the news articles, three of which have the results explained below. To maximize the applied value of the models, traffic data is limited to the first 30 minutes post-publish. a. PageView Model Total number of page views from individual articles is an important measure for publishers; by knowing the projection of pageviews, it could help them to promote potential articles as early as possible and replace less-engaged articles with better ones. The target was defined as total page view traffic of each article in the first 24 hours post-publish. Several feature engineering efforts were applied: - Because the minute-level traffic is sparse for low-traffic articles, time-windows of different length were used. - Categorical features such as author, news section, and location were encoded and converted to numerical features. - Low-traffic geographic regions were grouped together. A gradient-boosting-tree based model was built to predict targeted pageviews. The pageview error ratio, pageview error divided by total pageviews, is shown as a function of pageview on the left. The prediction can vary from actual pageviews due to changes made to articles after the first 30 minutes, such as sharing on Facebook. These actions will change the total traffic drastically but are not considered in this modeling. In all, this preliminary model has about 35% error rate. b. Popularity Model In this model, rather than directly predicting specific page views, a classification model was considered. Some articles demonstrate great potential in drawing attention early; being able to identify and promote them in the early stage will give the publisher an advantage over their competitors. We set a pageview threshold to label articles with potential for gaining mass popularity. A model was built to identify these potential articles. The red-dash line in the histogram below represents the threshold. After building the model, an arbitrary threshold was used to separate articles. This threshold provides a trade-off between precision and recall as shown in the right-side figure above. In general, this model can capture more than half of the popular articles at 85% precision level. ### Deep Learning Model Because the traffic data is connected in sequence and organized in the same structure recurrent neural network (RNN) is a good candidate for modeling structure. A hybrid model was built in TensorFlow to predict the total traffic in a 24-hour window; the corresponding graph is shown. This hybrid model contains two parts: an RNN and a fully-connected-layers (FC-layers). The output from the first RNN was concatenated with categorical features and fed into the second FC-layers. An Adam optimizer with decaying learning rate was used to train this regression model. Without any further hyper-parameter tuning, this model has a similar prediction accuracy (root-mean-square-error) to the PageView model, but it has the highest potential. ### Summary The application of machine learning models has shown great potential in understanding the traffic trend of news articles. With as little as traffic within a few minutes, models can identify the popular articles with a good balance between precision and recall. The preliminary deep learning model such as RNN also demonstrates similar performance to the traditional models (with careful tuning). The deep learning model should be expected to exceed with fine tuning in the long term. Taboola will use this experiment to continue building tools that support Editors and Authors in Newsrooms as they refine and adjust their content strategy. --- ### Exploiting Multi-Categorical Features Using Deep Interest URL: https://www.taboola.com/engineering/exploiting-multi-categorical-features-using-deep-interest/ Last Modified: 2025-01-14 14:37:27 At Taboola, our goal is to predict whether users will click on the ads we present to them. Our models use all kinds of features, yet the most interesting ones tend to be related to the users’ history. Understanding how to use these features well can have a huge impact on the model’s personalization capabilities, due to the user-specific knowledge they hold. User history features vary strongly between different users; for example, one popular feature is user categories - the topics a user had previously read. An example for such a list might look like this - {“sports”, “business”, “news”}. Each value in these lists is categorical and they have multiple entries, so we name them Multi-Categorical features. Multi-Categorical lists can have any number of values per user - which means our model must handle both very long lists and completely empty lists (for new users). Supplying inputs of unknown length to machine learning models is an issue which needs to be addressed wisely. This post will walk you through how to integrate these varied length features in your neural network, from the most basic approach all the way to "Deep Interest", the current state of the art. ## Being average Let’s continue with user categories. How can we turn a list of unknown length to a fixed-length feature which we can use? The most naive, yet very popular approach, is to simply average. Let’s assume we have a separate embedding of length d for each category - so that each value of the list is mapped to an Rd vector. We can use average pooling - average all of the user’s categories and receive a vector of length d every time. More formally, if emb(wj) is the embedding of the jth word of overall N words, then a user’s average pooling can be written as: But this is far from perfect. Averaging might work well, but when the list is very long the 1/N factor creates a small final result; summing different pointing vectors may cause them to cancel each other out, and division by N makes this substantially worse (If you come from a physics/EE background this should ring a bell, since this is much like what happens in non-coherent integration). This is bad, since it hurts users with longer history vectors, which are the ones we have the most information about and can give better predictions for. Because of this, we (and the folks from Alibaba research) remove the 1/N factor and use sum-pooling on the user-histories, to ensure predictable customers don’t have negligible impact on the network. ## Weight-lifting, naively Averaging automatically assigns the same weight to all elements. Is this what we want? Let’s consider a user with this list: {‘football’, ‘tennis’, ‘basketball’, ‘fashion’}. Averaging them naively will put an emphasis on the sporting categories, and neglect “fashion”. For some, this would be accurate - people who are more interested in sports than in fashion; for others, it might not. What could we do to give the different categories different weights to better depict users? A better solution will be to use some other information, for example: the number of past views (impressions) the user had for each category. Since the number of times a user read an article correlates with his personal taste, we can use these counts as weights and do weighted average pooling. This will help us differentiate, for example, between the following two very different users:  User 1 = {‘football’: 2, ‘tennis’:2, ‘basketball’:2, ‘fashion’:200} User 2 = {‘football’: 2, ‘tennis’:2, ‘basketball’:2, ‘fashion’:2} ## Are you paying attention? Can we stack even more information? Say we not only have the number of each user’s views per category, but also things like the last time the user read an article of this category, or this category CTR (click-through-rate) per user (meaning, how many times the user read an article from this category out of all the times this category was presented). What would be the best way to combine these features without endless algorithm A/B testing? The answer, of course, is to harness the power of machine learning, and apply an additional layer whose job is to output a weight for each value. This is sometimes called an “attention layer”. This layer has all the relevant data available as input, and learns the ideal weights to average the values. Let’s look at an attention subnet example for a single category value - “tennis”. Assuming the embedding for “tennis” is {5,0.3,5,1,4.2}, and the user was recommended 10 tennis articles but only clicked once, the flow can be illustrated as: The attention layer calculates the weight for each category embedding. In the above example the calculated weight is 0.2. Say this user was also interested in “fashion” and the attention layer output the 0.5 for this category, the final calculation for this user’s history embedding would be 0.2*emb(tennis) + 0.5*emb(fashion). These attention layers learn how to utilize all the information we have about this user’s history for calculating weights for each category.  Great! But can we make this even better? ## Introducing: Deep Interest architecture Remember, we are trying to predict whether a certain user might click on a certain ad, so why not plugging-in some information about the current suggested ad? Say we have a user whose history is {“tennis-equipment”, “kids-clothes”}, and our current ad is for a tennis racket. Surely we would want more weight on the tennis-equipment and neglect the kids part for this specific case. Our previous attention layer is only designed for modeling the user’s interests, and does not consider interactions between the user’s personal taste with the ad suggested to him during the pooling stage. We would like to intertwine this user-ad interaction before the pooling occurs in order to calculate a weight which is more specific to the current ad presented to the user. For this purpose we can use the Deep Interest architecture, a work that was presented at the KDD2018 conference by a group from the Alibaba research. If we go back to our previous illustration, we can now add an embedding for the specific ad suggested to the user: With Deep Interest, the ad features are used as inputs for the neural network twice: once as an input for the model itself (contributing information for whether or not presenting this ad to the user will lead to a click), and a second time as an input for the user’s history embedding layer (tuning the user’s history attention to the parts relevant for this specific ad). We can also have different ways to create embeddings for the ad-features: one is to use the same embedding vector for both cases mentioned above, and another option is to generate two different embeddings for the two cases. The first option gives the embeddings twice as much gradients while training, and might converge better. In the latter, we can have two different embeddings (say embedding of size 12 for the full network, and embedding of size 3 for the user history weight layer). A shorter embedding could save run-time serving but adds more parameters to the learning process, and might lengthen training time. Choosing between the two options is of course dependent on the specific use case. ## Summary Multi-categorical features are crucial for predictions in various common problems, and particularly when trying to predict future user behavior (like clicks, conversions) from past interactions. There are simple ways to do so - but for better predictions we recommend the Deep Interest architecture, as it allows dynamic weighting of the feature vector according to the relevant context. This architecture is quite simple to implement and gives great results for many recommender systems. Go give it a shot! --- ### Taboola Hackathon 2019 URL: https://www.taboola.com/engineering/taboola-hackathon-2019/ Last Modified: 2025-01-14 14:37:27 ### My First Time Running a Hackathon I’ve planned events before - but never anything like this 48-hour marathon spanning 200 participants across 3 continents and 2 time zones! When I was given the opportunity I was extremely excited, but at the same time somewhat anxious. Would I succeed in matching everyone’s energy and meeting their expectations? The task was daunting, but I took it slow and steady, step by step. First, I designed (with help from our talented graphic designer) a cool and eye-catching theme that would decorate all of our hackathon materials. Decorating slide decks, headers, banners, and t-shirts, our hackathon branding quickly became an R&D favorite. With the event only a month away, we held the official Taboola R&D Hackathon kickoff. Immediately, all of our participants - from engineers to designers to managers - began to gather in groups and cultivate project ideas. To encourage creativity and tech innovation, we even held an intro workshop, “The World of Making”, where our hackers learned about smart homes, automation, robots, and much more. One of the most important values here at Taboola is collaboration and in company spirit, three of our developers from Tel Aviv found themselves flying to Los Angeles only a few days before the hackathon. Jet lag didn’t seem to be a problem, who ends up sleeping at a hackathon anyway? ### Ready, Steady, Go! The stage was set for the event of the year and Adam Singolda, CEO and Founder of Taboola, rang the bell. 43 projects showed up at the starting line and with only 48 hours, the teams had no time to spare if they were going to realize their ideas and get them working and ready for the semi-finals demo presentation. Meanwhile, every few hours, we made sure that the participants had plenty of sugar to keep them going :) For those looking to take a break and rejuvenate, a challenging 30-minute Escape Room (made and hosted by enthusiastic Taboolars) awaited them. By 5:00 AM, our participants had demonstrated a clear ability to find new and interesting places to sleep all around the office. ### The Semi-Finals Our Semi-finals took place in 3 countries - one in LA, and 6 in Israel and The Ukraine. We carefully selected judges from within Taboola, chosen because of their broad vision, passion and love of innovation. They spent a lot of time listening to the teams, deliberating amongst themselves until finally deciding who would qualify to make it to the Finals. ### The Winners’ Podium The 2019 Hackathon winners was a group with developers from both our Tel Aviv and LA offices! Their solution offered SMB advertisers a solution to help optimize their campaign based on similarity to popular campaigns amongst various groups of users. The 2nd place was won by the Taboola Beacon team. Taboola Beacon created customized recommendations for users based on very specific location using Beacon-based targeting in a Taboola mobile app. Last but not least, our runners up in 3rd place - the Taboola Police team! Taboola Police decided to help our Taboola kitchen staff and added a facial recognition component on the kitchen sink, that makes me frightened every time I put dirty dishes in the sink instead of stacking the dishwasher ? ### The Hackathon Magic Two weeks of sleep and sugar-balancing later, I am finally starting to understand what we like to call the “Hackathon Magic.” As builders, the absolute best way to grow our skills is to innovate new ideas and create new things and when we do this alongside others, we learn from them and they learn from us. Most importantly, hacking helps us make lasting connections with others, and that is the Hackathon Magic! Now it’s time to plan for Taboola Hackathon 2020! Check out our 2019 Hackathon Highlights in this video: https://www.youtube.com/watch?v=CnvEFEuBYLY&t=5s --- ### Mentorship made easy URL: https://www.taboola.com/engineering/mentorship-made-easy/ Last Modified: 2025-01-14 14:37:27 I have not always worked at large scale companies such as Taboola. I have started my career in a small startup, where I was a full stack developer in a student role. As a first time developer, it was very important that I will be teamed-up with someone more experienced to learn from. Lucky for me, I was the only employee, working under the two founders - the CEO and CTO. Having a lot of one-on-one time with the CTO, working closely on bugs and features and discussing ideas, helped me improve my skills as a developer. Today, when I have more experience, I know how important it is to influence others who work with you. I try to spread the knowledge I have earned in the last few years, and help new and old employees as much as I can. In the day-to-day job, you mostly grow your skills as a developer. Since the beginning of this year (2019), I have tried to also grow my managerial skills. I have taken a mentorship role, where I try to help our QA automation engineer improve his abilities. Is mentorship necessary? Yes, it is. I believe that the best way to influence people is by setting an example. Of course you can improve your mentees or employees in a non-personal way. You can direct them by sending them materials to read or discuss with them only in group meetings. I think that a personal touch is more influential. Having one-on-one personal time or doing some pair programming is much more efficient. People skills 101 The first thing a mentor should have is a good relationship with the mentee. You don’t have to be best friends, but you have to be able to discuss ideas and respect each other. Show your mentee that their opinion matters. Have an open discussion about future goals, project design and code skills. When I worked on our automation infrastructure, I would ask my mentee to review my code. I found it is a useful way to improve his code skills, by reading the work of a more experienced developer. It also improves his confidence, by letting him know that I appreciate his opinion. Communication breakdown is always the same In every relationship, good communication is the key. It takes time to build good communication. In order to work on it, we have scheduled weekly one-on-one meetings. Why is it important? Weekly one-on-ones not only meant for tasks update. When you have one-on-one time, without the entire team around, it is easier to speak freely. Provide a safe environment and help your mentee understand that he can say whatever he wants, and it will stay in the room. It may take several meetings, but over time you will gain each other’s trust. A tip I found to be useful is to just shut up. You don’t always have to talk, sometimes it is even better to stay quiet. When you ask a question, someone will have to answer it eventually. Let it be the mentee. It’s ok to shut up and let the mentee answer on their own time. Don’t be afraid of the silence. The feedback loop It is not easy to give feedback for the first time, but it is the best way to improve your skills. It’s very important to give an honest review. Sometimes we are afraid to criticize the work of our colleagues, because we don’t want to hurt their feelings. However, we have to provide full feedback if we want our mentee to improve. Criticize when needed, but remember to justify your comments. The main point of feedback is learning and expanding the knowledge. Every comment should be fully explained. If you ask for a code rewrite, you have to convince both your mentee and yourself that the changes are required. On the other hand, a positive feedback is also required. Acknowledge a good work, it is important for learning. Don’t hesitate to say a good word if your mentee has written a beautiful piece of code or taught you about a new library. You can praise them in person or in a team meeting, it is important for self-esteem. From beginner to a developer Actually, writing code is usually the easiest part of the day-to-day job. Reviewing ideas and solutions with your teammates or PM and meeting deadlines is the real obstacle. In the first few times, it’s even a bit of a shocking experience. These are skills you learn overtime, and they are not easy to achieve. Most of the time, your mentee has never dealt with such tasks before. Let’s take time estimations for example. In my opinion, both of you have to miss deadlines at least once in order to understand how to provide more accurate time estimations. Missing the deadline will help you, as a mentor, to understand how much time a task should usually take. Before assigning a task to your mentee, evaluate how much time it should take, based on your previous experience. The more tasks you do together, you will have more data to base your time estimations on. Write to yourself how much time each subtask takes (DR, code writing, testing, etc.), and see overtime which area is changing. This way you can review how much your mentee has improved. In addition, you will know where they struggle and you will be able to focus on how you can help them improve. Walk in their shoes The most important thing to remember is that once upon a time you were a first time developer. Hopefully, you remember mistakes you did and mistakes that were done in the process of shaping you. You already know what influenced you to become the developer you are today. You also know how to improve methods that you think are not very good. Keep in mind that for some it takes more time and for others it takes less. Treat each mentee as an individual. Find their weaknesses and strengths. Provide your personal touch and help them improve, but don’t ruin their better skills. Use real life based experiences to influence your mentee. Help them grow into the best developers they can be. Your mentee and the company you both work for will gain a lot of benefits from this process. And most importantly, you will benefit a lot, both professionally and personally, from this kind of experience. --- ### Analog Clocks with NTP URL: https://www.taboola.com/engineering/analog-clocks-with-ntp/ Last Modified: 2025-01-14 14:37:28 Synchronized Clocks: Someone has to be blamed... I blame Ariel. He took one look at the five analog wall clocks set to timezones for various offices and said “I hate that”. I looked to see why. Yes, all the second has were wildly different and the minute hands were all slightly off too. I’d been thinking about what my next electronics project would be. “How hard could this be?” ## Goals Thinking about what I’d want this to do I came up with a few goals: - Correct and accurate time viaNTP(Network Time Protocol) - No two clocks should differ more than 100ms, they should all appear to tick at the same instant. - Battery operation. About one year between battery changes. - Automatic Daylight Savings Time adjustments - Remember clock position/state on power loss - Inexpensive - less than $20 in parts, not including the clock & batteries. ## Initial Research Started with checking if anyone had done this type of clock sync or something similar. Internet searches turned up quite a few clock projects. Many were digital and while interesting did not help much. Quite a few were complete custom clocks. I did find a few Analog Clock hacks. I found two that were similar to what I wanted: ( Networked Analog Clock and ESP Clock). The problem for me was I wanted battery operation and the ESP8266 cpu/wifi module uses 70 milliamps on average - much too much for the battery powered device I wanted. Another interesting one I found was “Crazy Clock”. This remained lower power but had no network connectivity to keep the clock synced with an external time source. It did however have a really nice description on how standard quartz clock movements work. And another, "Lunchtime Clock". It uses a real time clock module to keep accurate track of the correct time. This one also uses too much power and does not have network connectivity. ## Ticking the Clock I went shopping with the wife and bought two fairly cheap ($10) analog clocks and survived "the look" when I immediately disassembled them upon arriving home. Most quartz clock movements use a Lavet type stepping motor to physically drive the clock hands. Driving one of these requires us to alternate polarity each second. This can be done with a half H-Bridge type of circuit. I ran a number of experiments both attempting to directly drive the clock from microcontroller I/O pins and using an H-bridge type circuits. Testing driving directly meant using 3.3v or 5v depending on what micro-controller I was using at the time and I was concerned with using too much power since this was designed to be used with a 1.5v battery. I found a small low power motor controller (DRV8838) that supported motor voltages including 1.5v and decided to use that. (photo of testing operation of the DRV8838) While testing I found that the DRV8838 does active mitigation for inductive spike coming from its load. The downside is that the DRV8838 draws more than a milliamp when enabled and when it’s disabled the active mitigation vanishes leaving you with spikes as seen here: These spikes can cause tick failures and I was forced to delay disabling the DRV8838 for up to 50ms which increases the overall power usage. I actually built a few clocks using this until I realized that I could use pulse-width modulation (PWM) to control power when directly driving the motor with two of the microcontroller pins. To drive the clock I chose an ATTiny85V. Its an 8 pin microcontroller with 8k bytes of flash, 512 bytes of RAM, 512 bytes of EEPROM and 5 I/O pins, 6 when you configure the reset pin as I/O. I used all 6 of the I/O pins: 2 to drive the clock motor, 2 for i2c communication, one for a 1Hz signal to time clock ticks, and 1 to signal a power outage so that the clock position and state can be saved. I selected a DS3231 as a real time clock (RTC) as it is low power, has integrated temperature compensated crystal oscillator, supports a 1Hz square wave output, and has an i2c interface. I chose an ESP8266 as the main controller to manage configuration, NTP synchronization as it’s a really cheap (less than $3) wifi module with a flash-able microcontroller and multiple I/O pins. The way this works is that the ESP8266 wakes up at a configurable interval and makes an NTP request and computes the time offset. If the time offset is more than a threshold, and I’m using 20ms currently, the RTC is updated using a method that aligns its second boundary to where NTP says it should be. The RTC is configured to output a square wave at 1Hz with the falling edge being the second boundary. This is connected to one of the ATTiny85’s interrupt pins and configured to interrupt on the falling edge waking the the ATTiny85 from sleep to tick the clock each second. I assembled the version using the DRV8838 on a solderless breadboard for testing and initial software development. In this early version I was using an Arduino Nano in place of the ATTiny85 for convenience. ## Software Design The three main components, an ESP8266, a DS3231, and an ATTiny85 are interconnected with a two wire protocol called i2c. The ESP8266 is the bus master and both the DS3231 and ATTiny85 are configured as slave devices. When the ESP8266 starts, and this could be from a cold start like a power fail or a wakeup from its deep sleep mode, it attempts to connect to wifi. If it fails, or was never configured, it creates a captive WiFi portal that allows configuration of WiFi SSID and password, current clock position, NTP server, time change information, and some advanced settings that tune the parameters used to drive the clock motor. After connecting to WiFI it makes an NTP request and computes both the time offset and network delay as described in section 8 of the NTP RFC. The offset is used to adjust the RTC only if the offset is greater than a threshold and if the network delay is within 1 standard deviation from the last 7 or 8 requests. The last 8 offsets that were used to adjust the RTC are saved and used to compute the drift in parts per million of the RTC. This is used between NTP requests to help keep the RTC and the clock, ticking at the correct time. Next the current time is read from the RTC and converted to a clock position. Since most analog clocks only have a 12 hour face there are only 43200 possible unique hand positions so we represent the position of the analog clock as an unsigned integer between 0, midnight/noon, and 43199, 11:59:59/23:59:59. The current clock position is also read from the ATTiny85 and an adjustment is computed and sent back to the ATTiny85. The ESP8266 then enters its lowest power sleep mode, deep sleep, where only a wakeup timer and the 512 bytes of memory that we use to store the NTP samples are powered. Setting the RTC within milliseconds is a challenge since it keeps time only at a one second granularity. The key is that when you write the seconds value to the RTC it synchronizes its 1Hz square wave output to that moment. The specific verbiage in the DS3231 data sheet is “The 1Hz square-wave output, if enabled, transitions high 500ms after the seconds data transfer, provided the oscillator is already running. This makes the falling edge the start of each second. So by using the offset from NTP and coordinating when to set the time to be where NTP says the second should start syncs the RTC within a few milliseconds. The other RTC trick is that when we read the time for the origin timestamp of an NTP request we wait for the falling edge of the square wave first. Since this is a second boundary the NTP timestamp will be with zero fraction value. One area that’s still a work in progress is deciding how long to wait between NTP polls. The longer this is the less overall power will be used and the longer the batteries will last. Currently, and this is a work in progress, I’m using samples obtained since the previous adjustment to compute an estimated drift. This is then used to compute how long at the estimated drift rate it would take the clock to drift by the offset threshold. (Actually testing shows that less than 20% of the power usage is caused by NTP polls, so I’ll probably disable this feature and opt for a regular poll schedule based on the DS3231’s ±2ppm accuracy specification.) The ATTiny85 is interrupt driven and when not servicing an interrupt it’s kept in one of two low power states. Most of the time it’s in the “power down” state where it uses the least amount of power. It it is woken with either an interrupt from the falling edge of the 1Hz signal from the RTC, by an i2c “start condition”, or lastly by a power fail interrupt. On each falling edge of the 1Hz signal the ATTiny85 will execute an interrupt service routine that will start a tick on the clock. This is performed by configuring one of the timers to send a 4khz signal for a short duration to one of the two pins used to drive the clock. The exact pin alternates each second so that we are properly alternating the polarity to drive the clock motor. The duty cycle and duration of this is configurable allowing adjustments for different clock motors, different clock hand sizes, etc. While the PWM timing is active the ATTiny85 uses ‘idle’ sleeps between PWM interrupts to reduce power usage. A start condition indicates that the ESP8266 is attempting to communicate and the ATTiny85 will use “idle” sleeps until the command has been received then executed in an interrupt service routine. When it's complete the ATTiny85 returns to power-down. Typical commands are reading the current clock position and sending an adjustment, or possibly sending new tick duration or duty cycle values. When any value has been updated it it saved to EEPROM so settings will survive power outages. Power failure is signaled by the voltage regulator when it can no longer maintain its output at the correct voltage. This signal will interrupt the ATTiny85 causing it to finish any in-process tick and then save the current clock position in EEPROM. When power is restored it can immediately resume ticking without waiting for commands from the ESP8266. To maintain power long enough to accomplish this I used a large capacitor, isolated by a diode on the power (VCC) pin of the ATTiny85. The diode insures that the ATTiny85 is the only device powered from the capacitor. ## Power Management All of the main components have some form of low power mode that I’m using to reduce power usage. The ESP8266 has “Deep Sleep that allows it to use approximately 20 micro-amps. Deep sleep timer only lets you sleep for just over an hour at a time so I keep track of how much mode sleeping is needed and set deep sleep to wake without the radio turned on, saving power, if mode sleep is needed. During these intermediate wake-ups I apply drift compensation if its been computed. - Deep sleep: ~20 uA - Radio off: ~15 mA - Radio on: ~ 80mA The ATTiny85 has a “power down” mode where interrupts will wake it back up. Its woken on the falling edge of the 1Hz signal from the RTC and powers back down after the tick has been completed. An “idle” mode is also used during the “tick” processing where timer interrupts are used to wake from idle. - Power down: 0.2mA - Idle: 0.8 mA - Awake: 3mA I measured the overall power usage and found the following: (these were measured before I added hourly drift compensation) - NTP Request: 70 mA for 10 seconds - Hourly Wakeup between NTP requests 21 mA for 1 second - normal ticking: 0.28 mA Measurements were taken with an INA219 current sensor module attached to a Raspberry PI and graphed using gluplot: ## Clock Modification In order to drive the clock we have to solder a pair of wires to the clock’s motor. I usually use a sharp knife and cut any traces on the clocks original PCP that connect to the motor as well. ## Configuration When the clock is initially powered on it creates a wifi captive portal. It will show up in the list of available wifi networks as SynchroClockXXXXXXX (where the X’s are some number). When you connect to this you are given a menu that lets you set many configuration options: - Wifi Network (SSID). - Wifi Network password. - Clock Position - enter the current time shown on the clock as HH:MM:SS (note that the clock is always stopped when the config portal is up and it should display the correct hand position.) - NTP Server to use for time synchronization. - 1st time change as 5 fields (US/Pacific would be: 2 0 0 3 2 -25200 meaning the second Sunday in March at 2am we change to UTC-7 hours). occurrence - ‘2’ would be the second occurrence of the day of the week specified, ‘-1’ would be the last one. - day of week - where ‘0’ = Sunday. - day offset - needed for “the friday before the last sunday of the month”, this would be occurrence = -1, day of week=0, day offset = -2 - month - where ‘1’ = January. - hour - where ‘0’ = midnight. - time offset - this is the offset in seconds from UTC. - 2nd time change as 5 fields as described above (US/Pacific: 1 0 0 11 2 -28800 meaning the first Sunday in November at 2am we change to UTC-8 hours). Advanced options: - Stay Awake - when set true the ESP8266 will not use deep sleep and will run a small web servers allowing various operations to be performed with an http interface. (I use this to test new clock timings) - Tick Pulse - this is the duration in milliseconds of the “tick”. - Adjust Pulse - this is the duration in milliseconds of the “tick” used to advance the clock rapidly. - Adjust Delay - this is the delay in milliseconds between “ticks” when advancing the clock rapidly. - Network Logger Host - (optional) hostname to send log lines to. - Network Logger Port - (optional) tcp port to send log lines to. - Clear NTP Persist - when set true clears any saved adjustments and drift calculations.   ## PCB Design I designed a simple PCB available from OSH Park. ## Source Code and Design Files All source code and design files are located in a GitHub repository: https://github.com/liebman/AnalogClock. ## Future Ideas - Li-ion battery & charging - Solar or other energy scavenging technique - Support 16 HZ "non-ticking" or “silent” clocks --- ### How teaching in high school helped me become a better team lead URL: https://www.taboola.com/engineering/teaching-high-school-helped-become-better-team-lead/ Last Modified: 2025-01-14 14:37:28 A few years ago, one of my friends suggested me to become a cybersecurity teacher in high school once a week as part of a program called Gvahim. I have not planned that it will contribute to my professional career, but I find a lot of analogies to my day to day role. I hope you will enjoy a different angle of management 101 guidelines. ## Program overview The program’s goals were to increase the knowledge of high school students in cybersecurity and increase the number of girls who study computer science. For three years in the program, students studied about Assembly, networks and operating systems, with an emphasis on security. Unlike traditional materials learned in high school, the lessons in the program put an emphasis on self-learning. The first two semesters were dedicated to learning the theoretical background using self-reading and small coding exercises. The last semester of the year was used to code a large-scale project, which the kids presented at the end of the year. ## My Role The format of the program was that a teaching assistant (that’s me!) from the tech industry joined the computer science teacher, for a few hours during the week. While the teacher was the pedagogical authority in the class, my role was to give the kids the tech industry’s perspective on the material. Another goal I had was to find and challenge top performers. The most common techniques I've used were raising the standards of those kids’ code, and asking them to help other kids. The busiest time was at the end of the year, in which the kids were working on a different project of their choice. For example DOS game like chicken runners in assembly and a chat application in python. In that time, different kids dealing with different problems, which was more of a challenge for me. Last but not least, I had to give special attention to girls, whose ratio in the industry is pretty low. During this time, my role was changed and I became a team lead. Though it was a gradual change, I feel there are a lot of similarities between those roles. Actually, the time in the class was much more intense. Mentoring 30 kids is more challenging than mentoring 5 experienced developers. ## My Insights  ### 1. The “sweet spot” - give the answer or let the mentee learn on his own Learning from mistakes is a powerful learning tool. Thus, I’ve let the kids do similar mistakes and learn from them “the hard way". At the end of every exercise, I explained the solution to the entire class to make sure everyone is on the same page. Most kids were seeking immediate answers. Some of them were unfamiliar with the concept of self-learning. Only in Cyber class the kids were required to learn on their own. The teacher and I had to insist on self-learning, which is a fundamental quality in this ever-evolving tech industry. Also, I had to learn how to answer questions with other questions. This was important to develop their self-learning skills. ### 2. Get the most from your 5 minutes per student Managing your 3-4 hours per week during the class is challenging. I had to choose how to spend my time between 30 kids: Challenge the high performers, motivate the kids who don’t want to learn, or motivate the strugglers that do have motivation. Also, context switches happened all the time, which was a good practice for me. Average of 5 minutes per kid is not a lot of time. Giving the "right" feedback will save you time. But what is the "right feedback”? A feedback which can help the mentee to progress towards a solution, and is adjusted to the mentee skill level. For high performers, I’ve tried to raise the bar by insisting on higher standards. For example, code separation to functions, meaningful names, and other clean code standards. For strugglers, I focused on software engineering basic skills: First, how to translate written requirements to an algorithm - whether they are clear or not. Second, how to debug your code by teaching kids how to use the debugger and where to put breakpoints. It’s also important to adjust your feedback according to different personalities. For insecure kids, I’ve tried to create a feeling of success. Giving encouraging words during code reviews such as “great”, “good job” or “you are in a good direction” can help. Asking questions can help to boost confidence - when you answer someone else’s questions on your own, it will increase your feeling of achievement. ### 3. Women in high tech - should we approach differently? Professional skills and personalities are not the only attributes which we should refer to. Another important and controversial topic that I was exposed to was that physical traits, such as gender and general background, are also affecting the way of thinking.  One of the goals of the program was to increase teachers' awareness to gender difference. A special supervisor was responsible for this area across all schools in the program.  Only 20% of tech jobs are held by women - Why does this happen? According to studies, the misperception of scientific professions as a ‘men profession’ starts from an early age. There are different social perceptions between women and men roles. Poll results from 2009 showed that only 10% of the girls say their parents have encouraged them to think about an engineering career ( Harris Interactive on behalf of the American Society for Quality). Second reason is related to the insecurity of female students. A survey among female students in the program showed that 54% of the girls feared from learning cyber (119 respondents). 90% thought that the material will be hard, they would not understand it, and the studies will be too intense. Only 10% fear from a bad teacher, boring material and negative effect on their social life. According to studies, it’s not related to biology or lack of skill-set. Some studies have shown that girls are over performing over boys in math and science all over the world. What can you do Be aware! Sometimes we can have unconscious tendency towards specific gender (checkout this test). According to Prof. Juliette Walma van der Molen, “It is important to organise a training course on gender for teachers, because, more than they think, teachers subconsciously interact with students based on gender stereotypes. By raising awareness of these situations through training, we can try to counter such stereotypes in education.” Sometimes we don't give enough significance to the various backgrounds and cultures we come from - gender is only one example.  How can you change that? First, create meaningful relationship with the mentee. You can do it by providing mostly positive criticism and sometimes constructive criticism. Adjust your feedback for every mentee, and show genuine interest in mentees inside and outside of the workplace. Second, pay attention to structure and organization. When transferring knowledge, write the structure of the lecture, organize the board and make sure knowledge transfer sessions have similar and well known structure.  Last but not least, set clear expectations from the mentee: Define clear answers to questions like what is required when approaching a problem, how does readable code look like, and what is required to succeed in a mission. ### 4. Learn from your peers I wasn’t the only authority in class. The teachers I worked with were experts in creating a positive learning environment. They were making sure kids were listening. We’ve used each other’s strengths to get the most from each lesson. Sometimes, we used the top performers to mentor the low performers. Most of the time, you won't be the only leader. Advise with your colleagues, within the team or outside, to achieve your team goals. ## Get the most from your mentees As a leader and a mentor, your main goal is to make the mentees fulfill their potential while executing on time. Ask questions, and don't give straight answers. Adjust your mentoring methods according to the mentee skills and personality. You should also refer to the background, gender and mental mood when giving feedback. Unfortunately, your time is limited - you need to learn how to manage it effectively. Decide how much time you want to spend with each mentee, and how to use it effectively. Juggle between improving your employee skills and letting them make mistakes, and push them to deliver missions on time. ##### References ##### TWIST - Enhancing gender awareness in teaching ##### Girls can learn physics (video, hebrew) ##### Girls Make Higher Grades than Boys in All School Subjects, Analysis Finds ##### Gvahim --- ### Video campaigns budget pacer URL: https://www.taboola.com/engineering/video-campaigns-budget-pacer/ Last Modified: 2025-01-14 14:37:28 As a content discovery product, we need to be able to pace the campaign through its life on real time - spending the budget entirely without overspending. The team I am leading is responsible for serving Taboola’s video content. Our main goal is to enable growth of our business. Owning the entire serving process of the video content can be crucial to this end. Depending on 3rd parties serving systems with the core process would leave us vulnerable to rising prices, compromised features, serving latency, reduced performance and so on. In order to serve the video on our own we had to come up with a way to pace the amount of times we want to display the video and prevent instances in which the entire budget of the video would drain in a few seconds - common scenario in Taboola’s scale when the video is not targeted aggressively. We also needed to support partners that want to display the video for a very short time (targeting sport events, for example), so we needed to develop real-time mechanism as well. Thankfully, our solution was ready just as we had to stop working with our 3rd party serving system, which was responsible for serving and budget pacing, due to business needs. Pacing video campaigns We started by meeting with a few talented developers and began throwing ideas and metaphors, from banking mechanism to toilet niagara. The straightforward solution would be to calculate the amount of impressions out of the total budget and then distribute it per server across the campaign life time. Due to our scale, we have about 100 servers (only within the video group) and growing, all deployed in ci-cd process, which makes the actual number of serving machines to change all the time. Understanding how many servers are requesting budget would be hard to handle. Moreover, this solution would behave as serving bursts, so we decided the pacing would be managed by throttling each campaign serving. Understanding the terminology Throttle is a value between 0-1, which represent the probability of a campaign to be displayed on each video request. The pace is the time percentage that had passed from the total life-time of the campaign divided by the budget percentage that was spent. When the pace is equal to 1, the spending is evenly paced. To reach pace = 1, we update the throttle by multiplying each iteration by the inverse pace. As a result, we achieved the wanted behaviour of paces < 1 to increase throttle and vice versa. *Evenly paced campaign - linear spent graph over time *Pace = %Budget / %Time *Evenly paced spending should always be on pace = 1 Data pipeline Using this pacing technique requires us to have real time capabilities. Our data pipeline uses Kafka, so having real time properties would simply require having Kafka consumer in the process. In order to have stateless mechanism we chose Aerospike for our nosql, because it excels in low latency batch reads of small records, just as we needed in the software. It also enables sharding out of the box to support scaling. The throttle values for all the paced campaigns are being requested from the video servers every few seconds. The request is made by a separate thread and stored in a local cache using GRPC. Every video campaign request generates a random number - if the number is lower than the throttle in the cache, the campaign is being served. If the number is higher, the campaign is being filtered. Architecture Overall, we wanted to build a robust, scalable and reusable program which will be decoupled from the rest of the server. We expected it to run in real time, and be agnostic to the amount of servers uses the program. Sound plan, but will it work? We wanted to reduce time wasted on developing, so we started by exploring and simulating the entire flow - thread pool of server objects requested the throttle and reported back the amount of budget they used. The throttle was recalculated to adjust the pace and the server objects used the new value and so on, during the configured life time and with the exact wanted budget. Time for the real world We wired Backstage,Taboola’s campaign management dashboard, for video campaign creation through an API. This way each campaign will have budget entities value - each one represents an entity we need to pace. RX Java based consumer was extended from an infrastructure we have in video server, listed to a topic containing revenue data and aggregates the campaigns with the relevant dates. We then write the aggregation into Aerospike. Throttle calculation Each campaign starts with a small throttle value of 10-6 and every calculate iteration (10 seconds) the value is increased by 20% until spent appears in the Aerospike record. Then we apply the formula T = T*1/P. During this process we constantly check the delta of the pace values. When the delta is smaller than a given threshold, we save this value. When the pace crosses value of 1, we apply it and keeping it on the right pace. All the calculated values are being stored in Aerospike and local map, which is being requested by the video servers using GRPC. We reduce the load of consuming by having two Budget Pacers. They also balance the load of the video servers requesting throttles, but only one Budget Pacer is allowed to calculate and write throttles into Aerospike - Zookeeper decides which Budget Pacer is the master, the slave allowed only to read the throttles and expose them through GRPC. All our data is stored in two data centers for full data recovery. Enabling this capability in Budget Pacer, we have instance on both data centers, each having its own separate Kafka consumer and Aerospike. Console directs the server calls to the master DC and balance the load between the two Budget Pacers within the DC. Happy budget pacing During the last quarter the activity has more than doubled the amount of campaigns and budget it serves. Campaign can reach full serving capabilities within minutes from creation. The infrastructure proved itself so much, that we decided on using it for two new features - Throttling RTB calls based on their performance and calculating pricing of one of our business models. --- ### Being an enabling QA Engineer - You should try it! URL: https://www.taboola.com/engineering/enabling-qa-engineer-try/ Last Modified: 2025-01-14 14:37:28 On our day to day lives, professional relationships matter. Theoretically, how QA should handle themselves with developers is very obvious. Or is it? Well, it’s not. Reporting to developers about an issue and leave it like that is not a good enough approach. It’s way too basic and distant. Professional relationship should include talking to the developer about the issue. Sometimes it requires further explanations. Other times, it will require helping them reproduce it. It will also have to involve a good set of interpersonal communication skills. “Us” vs. “Them” From the early days of my career, I never stopped hearing about the “Us” (QA) vs “Them” (developers) perception. I never joined those calls. Not because I feared to speak up my voice, but rather because I could never relate to it, even to this day. I think this perception is useless and has nothing to do with teamwork. The QA are a part of a bigger team. QA are not lone wolves that wait for the attack and then retrieve. If you have any wish for your product to be successful, you have to work in a collaborative way. Only great teamwork can take your product to great places. Expect to find bugs, but keep a positive attitude New features to test will always have bugs. That’s ok. It keeps us working and ever challenged to find new “holes in the plot”. Wherever there’s code, there will be bugs to keep that code warm at night. One of the main characteristics of QA engineers is being skeptic about the code. Yet, they must stay positive. That means they should not start testing while being judgmental about the code, nor should they hold assumptions about the developer who wrote it. Also, they should never be cynical about the upcoming test. The above traits are harmful in the day to day relationship of the QA engineer and the developer. Human communication instead of tools Yes, Jira (or any other bug reporting tool) is a nice tool to communicate through it. Using it can be efficient and clear. Yet, you need to keep in mind that the best communication form is the verbal one. Get up from your seat and go talk to the developer if you are unsure about your findings. Talk to them about any issues you caught, especially the critical ones. Worst case, you gained some exercise. A professional QA engineer should have excellent communication skills. These skills come into display in 2 main forms: First, they should keep in mind that the developer who wrote the code cares about the code. When the developer says that the code is bugless, they actually mean that. It is not just a saying to make the QA think he is waving them off. When returning to the developer with bugs, they will obviously dislike it. You should break it to them gently - don’t be arrogant. Second, before you start your test, you need to have a good handover talk with the developer. Ask about what exactly changed and where, what are the important cases to look at and so on. On the one hand, the QA engineer sees the “bigger picture”. On the other hand, the developers know their code well and can guide you through it. They can help you find stuff you might not have thought of before. Becoming the enabling QA During my career, I handled a positive relationship with any developer I’ve ever worked with. Developers aren’t all alike. They each have a different approach, belief and coding strategy. The QA engineer should know his way around with any developer he works with. Respect them and you will get respect back. Talk to them in a cool and easy tone and you will always get answers in the same manner. Walk them through what you’re going to test. Seek their advice and show them you appreciate it. The enabling QA is the one that doesn’t talk in the form of “I am..”, but rather in the form of “We are”. Remember that you are part of a team and act like it. Help the developers create the best possible version. This type of version has as little as possible amount of bugs (and zero critical ones!) within the preset timetable. If they fail, then you have failed as well. If they succeed, then so have you. Let it go, let it go Know when to stop testing. Let go of too minor or too extreme cases. You can get advice from your colleagues - peers, developers, PM. Communication, remember? Don’t hold back on giving the green light on a version just to spite. It will not make you look more professional. It will often be perceived as the opposite. Remember to have fun “Breaking” stuff is fun and so is software testing. We get to play with innovative products and new technologies. We also get to find creative new ways to make them work less than expected or not work at all. You get to work with smart and fun people that you can learn from. Yes, our job is important and can prevent any product from being a complete disaster as it rolled out. Caring about our work is super important. You should respect it, but you need to remember to have fun while you do it. Enjoy the ride. If you appreciate what you do, You’ll do it better! Love what you do. I know I do. --- ### Deep Learning - from Prototype to Production URL: https://www.taboola.com/engineering/deep-learning-from-prototype-to-production/ Last Modified: 2025-01-14 14:37:29 About 8 months ago my team and I were facing the challenge of building our first Deep Learning infrastructure. One of my team members (a brilliant data scientist) was working on a prototype for our first deep model. The time arrived to move forward to production. I was honored to lead this effort. Our achievements: we built an infrastructure that ranks over 600K items/sec, our deep models have beaten the previous models by a large margin. This pioneer project has led the way for the subsequent Deep Learning projects at Taboola. So the prototype was ready, and I was wondering: how to go from a messy script to a production ready framework? In other words, if you are into establishing a deep model pipeline this post is for you. This blog post is focused on the training infrastructure, without the inference infrastructure. ### Prerequisites Assume you have basic knowledge in: - Python - Train Machine Learning model - TensorFlow - Docker Let's take one step back and think…Ideally such a training infrastructure should support: - Comfortable development environment - Portability among environments - Run on CPU/GPU - Simple & Flexible configuration - Support Multiple Network Architectures - Packaging the model - Hyper Parameter Tuning One mantra to keep in mind: ‘Speedy Gonzales Time to Market’ == ‘no over engineering!’ == ‘Keep it simple’ Enough with the baloney, let's get down to business: ### Technology stack BigQuery, Google Storage (GS), Python, Pandas, TensorFlow, Docker, and some other Python nice libraries: fabric, docker-py, pyformance & spacy ### Comfortable development environment This makes the whole team move faster, plus putting a new team member into action is super easy. To achieve this we did 2 things: The first was using a small dataset for sanity training, a JSON file with 2K rows. Used both for testing on a developer machine and for sanity automation tests. This is very helpful for quick testing your code changes. The second is a project management script (just one big Python script). We implemented a simple command line tool using ‘fabric’ (Python library). Here are few example commands: $ fab --list Available commands: init_env initializes Python virtual environment & installs 3rd party test runs unit tests train runs sanity training train_all runs sanity training on all model variants docker_build builds snapshot Docker image docker_test same as test, only from inside the Docker image docker_train same as train, only from inside the Docker image Using docker-py library was very useful for the Docker stuff. CI tasks were also added to this script (used by Jenkins build agent). ### High level flow Dataset is generated from raw data tables in BigQuery and stored as a JSON file in GS. Then the training process kicks in: download the dataset, train the model, and export the model back to GS (to some other path). ### Fit dataset into memory Not always possible, but it was for us. Our dataset contains about 5M rows (~ 4GB JSON file). The JSON file is loaded into pandas’ DataFrame for pre-processing, then split into train & test. This approach is simple to implement, gaining fast training run time. If the dataset does not fit into the memory, a quick (maybe temporary) solution could be subsampling it. ### Portability among environments No more “It works on my machine”! By using Docker, training runs the same on the developer machine, automation and cloud environments. Training input & output is stored in GS, no matter where the training process ran. ### Running on CPU/GPU - Install both TensorFlow GPU and CPU versions (in the project management script: use the GPU for production training and the CPU for development and testing) - Use NVIDIA Docker base image - note that the CUDA version should match the TensorFlow version (see more instruction on TensorFlow’s website) FROM nvidia/cuda:8.0-cudnn5-devel RUN pip install virtualenv==15.0.3 RUN virtualenv --system-site-packages /venv-cpu RUN virtualenv --system-site-packages /venv-gpu RUN chmod +x /venv-cpu/bin/activate RUN chmod +x /venv-gpu/bin/activate COPY ./requirements.txt /tmp/requirements.txt RUN /venv-cpu/bin/pip install -r /tmp/requirements.txt RUN /venv-gpu/bin/pip install -r /tmp/requirements.txt ENV MY_TF_VER 1.1.0 RUN /venv-gpu/bin/pip install https://storage.googleapis.com/tensorflow/linux/gpu/tensorflow_gpu-$MY_TF_VER-cp27-none-linux_x86_64.whl RUN /venv-cpu/bin/pip install https://storage.googleapis.com/tensorflow/linux/cpu/tensorflow-$MY_TF_VER-cp27-none-linux_x86_64.whl - Use nvidia-docker command line tool - a thin wrapper for Docker command line. It enables the Docker container to use the GPU ### Simple & flexible configuration Flexible for research, live models & hyper parameter tuning. Configuration should be simple to reason - I have seen too many configuration mechanisms get out of hand. I think we found a fair trade off between flexibility and simplicity: First, no hierarchies! (keep it as simple as possible). For example: Hierarchies are Bad: -- pre_prossesing: -- subsample_ration = 0.3 -- training_loop -- batch_size = 124 -- epochs = 100 -- hyper_param -- learining_rate = 0.1 …. Flat is Good: -- subsample_ration = 0.3 -- batch_size = 124 -- epochs = 100 -- learning_rate = 1.1 Config values are set in 3 levels: Level 1 - NetConfig class: class NetConfig: def __init__(self, graph='deep_v1', batch_size=256, learning_rate=0.001 ): …. As you can see default values are hard coded as part of the configuration class. Level 2 - variant_config.json: "variant_1":{ "learning_rate" : 0.001 }, "variant_2"{ "graph": "deep_v2", "batch_size": 124 } Here we define our model variants. Only overriding non default configurations. The configuration file is held with the code, and baked into the Docker image. A new Docker image is built for every configuration change. Level 3 - environment variable: nvidia-docker run -e batch_size=64 …. Using environment variable enables overriding a specific configuration for a single training run. We use it for research and hyper parameter tuning. ### Support Multiple Network Architectures Supporting multiple network architectures is a key concept for us. It enables many team members to work in parallel on different architectures (and set A/B tests on live traffic). So how do we support multi network architectures? Let's take a closer look into ‘build network graph’ step: def build_model_graph(net_config, dataset_shapes, tf_session): if config.graph == ‘deep_v1’: return build_graph_deep_v1(net_config, dataset_shapes, tf_session) elif config.graph == ‘rnn_v1’: return build_graph_rnn_v1(net_config, dataset_shapes, tf_session) ... ‘build_graph_deep_v1’ & ‘build_graph_rnn_v1’ are just static methods that contain the TensorFlow code for defining the graph. ‘build_model_graph’ returns an OpsWrapper instance, holding the TensorFlow ops for the training loop: class NetOps: def __init__(self, batch_size_placeholder, dropout_placeholder, input1_placeholder, input2_placeholder, loss_op, train_op …. ) Note that the ‘build_model_graph’ has 3 inputs: net_config (discussed earlier), dataset_shapes and tf_session. The dataset_shapes object is created during the preprocessing step. It contains features vector information that is used to build the network graph. For instance, the cardinality of a categorical feature is used to define the size of the embedding lookup table. class DatasetShapes: def __init__(self, input1_cardinality, Input2_cardinality, num_of_unique_words, sentence_max_size … ) The tf_session in just an instance of tf.Session class. ### Packaging the Model Packaging the model TensorFlow files inside a zip with other extra files, can help debug and monitor the training process. What extra files did we store? - TensorBoard files - Graph image of train & test offline metrics - Offline metrics CSV: - > row for each epoch - > add all kinds of offline metrics, such as train & test error & loss - DeFacto configuration - used to train the model - Dataset metadata - for example dataset size - Other things you may find useful for troubleshooting & debugging ### Hyper parameter tuning Hyper parameter tuning is critical. A big improvement on model performance can be gained by tuning parameters such as, batch size, learning rate, embedding dimension, hidden layer depth, width, and so on…. We started by implementing a simple Python script that runs a random search on the hyper parameter space. It runs sequentially using a single GPU. We just ran it for days. To get faster and better results we moved to the cloud, running in parallel on multiple machines & GPUs. All-in-all we had lots of fun working on this project (at least I did). We ended up with a relatively simple and straightforward infrastructure, being used by the whole team, raising somewhere between 10-15 live A/B tests in parallel. That is it! I hope you find it useful. Special thanks to my team: Yedid, Aviv, Dan, Stavros, Efrat and Yoel. --- ### Leveraging Vertica Performance by Reducing CPU System Calls URL: https://www.taboola.com/engineering/leveraging-vertica-performance-by-reducing-cpu-system-calls/ Last Modified: 2025-01-14 14:37:29 What is the connection between kernel system calls and database performance, and how can we improve performance by reducing the number of system calls? Performance of any database system depends on four main system resources: - CPU - Memory - Disk I/O - Network Performance will increase while tuning or scaling each resource - this blog will cover the CPU resource.It’s important to note that whenever we release a bottleneck in the system, we might just encounter another one. For example, when improving CPU performance the database load shifts to IO, so unless our storage is capable of delivering more IOPS, we might not actually see the improvement we hoped for. But don’t be discouraged, performance tuning is sometimes a game of whack-a-mole... We all know that the more processing power available for your server, the better the overall system is likely to perform. Especially when the CPU spends the majority of its time in user state rather in kernel state. At Taboola we struggled with two cases which caused Kernel state to consume a lot of CPU; your system might have the same problems. ### How do we collect CPU metrics at Taboola? Metrics are collected using Sensu and Graphite, dashboards are built with Grafana. The Sensu CPU plugin cpu-metrics.rb collects the following CPU metrics: user, nice, system, idle, iowait, irq, softirq, steal, guest. Since the Vertica process runs in a CPU user space that has been niced, we will mostly focus on the nice and system metrics. ### System calls CPU impact by calling Vertica new_time function What are system calls? System calls are how a program enters the kernel to perform a task. Programs use system calls to perform a variety of operations such as: creating processes, performing network and file IOs, and much more. If a system call is such a basic internal interface between an application and the Linux kernel, why should we care about it? - Sometimes this is the case, However if the system calls’ CPU usage remains high for long periods of time, then it could be an indication that something isn't right. A possible cause of system calls’ spikes could be a problem with a driver/kernel module or sometimes due to high concurrency - To run a system call the CPU needs to switch from the user to kernel mode, that’s called context switch, context switching itself has performance costs.  At Taboola, all timestamp data is saved in UTC timezone. Aggregated reports for raw data tables produce reports converted to the publisher (customer) timezone using Vertica’s “new_time” function  to convert between time zones. For example, aggregating actions by hours: SELECT date_trunc('hour', new_time(action_event_time,p.time_zone_name, 'UTC') ), count(action_name) FROM actions a JOIN publishers p ON a.action_publisher_id = p.id WHERE a.action_event_time BETWEEN new_time('2017-04-20 00:00:00.0',p.time_zone_name, 'UTC') AND new_time('2017-04-24 23:59:59.999', p.time_zone_name,'UTC') GROUP BY 1; The following image represents a server’s overall CPU usage over time, stacking all types of CPU metrics: System CPU Usage: We can see regular spikes in usage reaching up to 74%. We need to profile our CPU calls to find the root cause. ### How do we profile CPU calls? Linux perf is a powerful tool to diagnose this, and a FlameGraph can be used to virtualize the perf report by drawing a graph. Useful perf commands: - perf top - realtime events - perf record  - run a command and record its profile into perf.data - perf report - read perf.data (created by perf record) and display the profile   Running the following commands will record and report CPU calls for a duration of 5 minutes: perf record -F 99 -a -g -- sleep 300 -- Take 99 samples/second for five minutes perf report - -sort cpu > /tmp/report.out -- Generate calls reports order by cpu time The /tmp/report.out file output shows the following: 67.72% vertica __ticket_spin_lock | --- __ticket_spin_lock | |--99.38%-- _raw_spin_lock | | | |--53.12%-- futex_wake | | do_futex | | sys_futex | | | | | |--100.00%--system_call_fastpath | | | | | | | |--99.98%--__lll_unlock_wake | | | | | | | | | |--99.95%-- getTZoffset | | | | | | | | | | | |--35.86%-- _ZN2EE5VEval16ZoneTS_TStz_SkipEPciiPi | | | | | | _ZN2EE5VEval16ZoneTStz_TS_SkipEPciiPi If flame graph is installed, we can run: perf script > /tmp/script.out FlameGraph-master/stackcollapse-perf.pl /tmp/script.out > /tmp/flame_out.folded FlameGraph-master/flamegraph.pl /tmp/flame_out.folded > /tmp/kernel.svg Flame Graph (kernel.svg) example: Each call to new_time function triggers the OS call getTZoffset, while many simultaneous calls are causing kernel contention expressed by spin locks. ### Solution We removed the use of the new_time function, and started joining our data to  “conversion tables” instead.   We created two timezone tables that contain a local time for each timezone and the corresponding time in UTC: 1. time_zone_daily_conversion 2. time_zone_hourly_conversion Daily Table Definition Column | Type | Size | Default ----------------------------+------------------------+---------- time_zone_name | varchar(400) | 400 | day | date | 8 | NULL::date day_starts_at_utc | timestamp | 8 | NULL::timestamp day_ends_at_utc | timestamp | 8 | NULL::timestamp Sample Content time_zone_name | day | day_starts_at_utc | day_ends_at_utc ---------------------+------------+---------------------+--------------------- Africa/Nairobi | 2017-07-28 | 2017-07-27 21:00:00 | 2017-07-28 20:59:59 America/Bogota | 2017-07-28 | 2017-07-28 05:00:00 | 2017-07-29 04:59:59 America/Mexico_City | 2017-07-28 | 2017-07-28 05:00:00 | 2017-07-29 04:59:59 America/Sao_Paulo | 2017-07-28 | 2017-07-28 03:00:00 | 2017-07-29 02:59:59 Asia/Bangkok | 2017-07-28 | 2017-07-27 17:00:00 | 2017-07-28 16:59:59 Hourly Table Definition Column | Type | Size | Default ---------------------+--------------+------+-----------------+--- hour_at_utc | timestamp | 8 | NULL::timestamp time_zone_name | varchar(400) | 400 | hour_at_time_zone | timestamp | 8 | NULL::timestamp day | date | 8 | NULL::date Sample Content hour_at_utc | time_zone_name | hour_at_time_zone | day ---------------------+------------------+---------------------+------------ 2017-07-28 00:00:00 | Pacific/Auckland | 2017-07-28 12:00:00 | 2017-07-28 2017-07-28 00:00:00 | US/Central | 2017-07-27 19:00:00 | 2017-07-27 2017-07-28 00:00:00 | US/Eastern | 2017-07-27 20:00:00 | 2017-07-27 2017-07-28 00:00:00 | US/Mountain | 2017-07-27 18:00:00 | 2017-07-27 2017-07-28 00:00:00 | US/Pacific | 2017-07-27 17:00:00 | 2017-07-27 Example of aggregating actions by hours using the conversion tables: SELECT hour_at_utc, count(action_name) FROM actions a JOIN publishers p ON a.action_publisher_id = p.id JOIN time_zone_hourly_conversion tz ON p.time_zone_name = tz.time_zone_name WHERE tz.day BETWEEN '2017-04-21' AND '2017-04-23' AND action_event_time BETWEEN '2017-04-20 00:00:00.0 ' AND '2017-04-24 23:59:59.999' GROUP BY 1; ### Result Query time reduced by 50-75%, system calls CPU metric graph shows: ### Conclusion - It is essential to monitor server metrics (CPU, memory, load, and others) to identify performance bottlenecks. - Perf is a great profiling tool to drill down into the major system calls. - In our case we found the issue was caused by spin locks, but other customers’ clusters or use cases might suffer from other kernel calls. --- ### All code is guilty until proven otherwise URL: https://www.taboola.com/engineering/code-guilty-proven-otherwise/ Last Modified: 2025-01-14 14:37:29 Delivering good product to live environment requires big effort from R&D. Under the software development life cycle, we can find 6 basic phases: Understanding the requirements, design, coding, testing, deployment (incl. A/B test, if necessary) and maintenance. But how can we measure product quality? By its stability? Scalability? Easy to maintain? Bug free code? There are probably many definitions for what is a good product, but in my opinion, the two foundation stones are product behavior & functionality as defined (be aligned with the product manager's requirements), and zero critical bugs. The product can serve many goals, but if it doesn’t achieve the main one, it might not have a reason to exist. Naturally, customers are always expecting high quality from the product, so before releasing it to production QA should make sure that indeed critical bugs don’t exist. In order to respect these two, both R&D and QA should be fully committed here. From QA perspective, things can get complicated while running end to end tests which involve UI/UX. Why is that? Cross browser testing - 9 different environments Everyone who's involved with the product, should ask themselves what's the product's target audience. In other words, different geographical locations dictate different browser usage. For example, if I would like to approach a U.S. desktop audience, I would probably start my test coverage with Chrome, Edge, Firefox & Internet Explorer. Below is a glimpse of data taken from Statcounter: But of course, the product should run under additional browsers, that should also be supported. unless the product meant to run only on one browser. In this case, for desktop environment, QA should cover Chrome (PC & Mac), Edge, Internet Explorer, Safari & Firefox. As for mobile, we should cover Chrome in Android and Safari & Chrome on iOS. Configure your tests Every new product, or even a feature, holds different configurations. So, in addition to a sanity check, we should also do regression tests which should be focused on new functionality under the different configurations. A simple feature can be composed of many parameters that can get different values representing different states of the product. When examining the test coverage, we encounter a 3-dimensional matrix which consist of Browser X Configurations X test cases. Below is an example of this matrix. Looking at the matrix for a feature that we have tested a while ago, we can find for instance, 9 Browsers X 3 Configurations X 53 test cases, which adds up to ~ 1500 tests. Besides running the matrix, there are many action items that should be taken from the QA side before actually starting to run the tests. Learning from past failures & successes during our QA cycles, we’ve started to adapt a new approach for managing our tests. In a perfect world, QA should run all scenarios under all configurations & environments in order to give a green light to go to production. Obviously, this isn’t the case. Being the last wheel before production, QA should find the optimal cross section between quality and time consumption, which involves taking risks. QA Kickoff In order to save time and be as ready as we possibly can, before the feature is ready for testing, QA can start creating the test matrix according to the specs containing the relevant test cases. A good tip here will be doing a test review with another QA engineer in order to get feedback and have an open discussion about the matrix - changing, adding or removing test cases. Actually, it is very similar to the code review which is done by dev. After doing so, it’s recommended to do it also with the relevant PM & dev in order to set expectations - what is tested and where, while managing the risk & giving time estimations. Naturally, when dev finishes their part, the next step is to start running the test matrix. From my experience, there are some necessary steps which should be done beforehand. It’s recommended that QA will do a handoff with dev in order to understand what was developed, which configurations / parameters should be used, how should it look like, and most importantly - ask questions regarding the behavior, environments, list of known issues, etc… Before moving the feature to QA, dev are usually running some tests from their side, to make sure that the feature is not broken. Many times, dev creating its own environment (mockups, tools, setup, test pages) for testing, and afterwards QA also use it. This can be harmful in 2 ways: QA misunderstands the process of building this setup, and so, you are staying in your comfort zone, not thinking about other setups. Doing that, you are missing potential bugs. It’s always preferable that QA will build its own environment and use it regardless of dev’s environment. Last but not least, it’s always useful to go over old test docs & old bugs that are related to the same area you are testing, in order to verify different issues that weren’t in the scope. Hands on Are we ready to start with the matrix already? It depends. You can rush into covering the matrix, but the risk here is catching bugs in a late stage which can delay the deployment to production. A couple of things that can help here: Create 1 basic “happy flow” that tests the feature straight forward (without any special cases) and run it across all environments (OSs). This is the very basic sanity to check if the feature is working and not breaking anything else. In addition, I would run with the feature only on Chrome (most commonly used browser today) and do some freestyle testing, changing some flags and verify that the behavior is expected. In a couple of hours, performing these 2 steps, gives QA a basic look & feel of the feature, some confidence about its stability & could also brings new ideas for additional test cases. If no blocker bug has been found during the last session, QA can proceed with the matrix. According to deadlines, it’s a common decision whether to check the whole matrix or to cover it partially. On very important projects, we tend to cover it all, without exceeding the reasonable timelines. While most of the projects are not considered as super important, our plan is to verify all test cases on Chrome. As for the other browsers, it’s your decision which boxes should be covered in the test matrix and which tests you are going to run - resulting in a combination of randomness with some intentional decision. Learning from past mistakes, encouraged us to build new procedures within our QA process and gave us more confidence in releasing stable & working products. --- ### Fun with (Feature) Flags URL: https://www.taboola.com/engineering/fun-with-feature-flags/ Last Modified: 2025-01-14 14:37:30 Writing features as added chunks into an ever growing one bulk of code is unorganized and messy. Overtime, the tasks of testing new behaviors becomes harder and harder. Why is that? ## Chunky Code is hard to Navigate When working with developers on a new feature, we have to identify what we need to test. As the code grows, the challenge of finding the parts that were modified and should be tested is increasing. If a feature becomes problematic or irrelevant, reverting it becomes more difficult, since we need to go back to every line of code we changed. This way we endanger production environment and are affecting our end-users. Last but not least, it is irritating to impossible to manage when dealing with “legacy” code, that needs to be reverse engineered to find how to control. Coming to compare a buggy behavior with its intended fix or testing a new feature, we need to have two abilities - reproducing the issue and verifying the fix. It becomes even more challenging when the change in the code is based on an existing feature that was overridden or overwritten. It may require to deploy two versions of the product, an old and a new one, to have a clean comparison of the tests. ## Recalculating Route - Feature Flags to the Rescue To avoid building a lot of product versions for QA environment, we need a way to switch features on and off. Why is that so important? In such a way, the change in behavior, can be attributed to the feature being switched on. This way we can be sure the fix was correctly implemented. A great way to deal with this issue is feature flags. Let me explain why... It lets you breakdown your product into a set of controlled features you can simply switch on and off. You can set parameters between possible values in a simple input fashion, giving the user the ability to enable or disable new features. It gives us a way to be more flexible and easily tweak our behaviors. With feature flags, we can provide a sense of isolation to each product feature, and an ability to “divide and conquer” each feature. In a sense, it segments the code into seemingly structured individual components. A good rule of thumb is to set up a new flag for each feature, which will allow us to turn it on or off. This helps the QA (or any other user) to turn the feature on and off appropriately when coming to perform the necessary tests in order to verify the feature before publishing it. It also provides us a safe way to AB test the feature as an individual change. After testing if the feature is compatible with the required behavior, the flag can now be cancelled and the input value we tested can become the default setting. Another great advantage is that now we can easily remove the feature without risking production environment, by simply turning the feature off, if we found it does not work as expected or harm our users. One of the greatest profits from using feature flags is developing features based on customer requests. Building the feature with a configurable flag allows us to set the feature with one behavior for this customer, and will provide us with a safe way to set it up differently for other customers. We can also easily turn it off for the customer, if they were not satisfied with the final result. A great example is our flag for auto-playing video ads. As Taboola's video content platform, we want the publisher to have the ability to decide if they want the video to start playing as soon as the video ad unit comes into view by the user, or if playing is delayed, waiting until the user clicks it. Enabling autoplay can benefit the publisher by getting higher viewability rate, but we want the publisher to have the ability to decide on the user’s video experience. ## “Fun With Flags” saved us from ourselves New features are being developed all the time, each feature with its own unique control flag. Its makes our tests easier, but how you can control so many flags? Overtime, we have developed over 1,000 flags. We can’t expect our developers or QA testers to remember all of them by heart. We spend a lot of time naming our flags. The name may be a long phrase, describing exactly what the feature does, or an abbreviation of the description. Most importantly, flags should be well documented. In order to make our lives even easier, we needed a way to be able to search for a specific flag without constantly asking the developers or looking for old tickets. Using a flags bank, or “Fun with Flags” as we call it, can come in handy. We developed a web page listing all our flags by product version. Our system is an automated data bank tool that scans the code and maps and aggregates flags together for our video platform. For each flag, we provide its full name, description, value type and default value. Now you don’t have to remember any flag, you can simply type any keyword and find the relevant flag you need to use. This flag bank lets us search for flags for certain features. We can easily find a flag we want to retest, or a flag we want to play with in order to see different aspects of the product. We can see how it behaves on different platforms and if the feature “plays” well with other features. We can monitor different combinations of flags and see how they behave together on QA and production environments, and choose the winning ones. We have a lot of benefits from our “Fun with Flags” system. We can check the frequency of a feature use, from live data, to monitor when a flag was last changed or used. If a flag wasn’t changed in a long time, maybe it should be deprecated, since it is no longer relevant, and the value can be set as a standard hard coded value. Another benefit is when mentoring new QA teammates. Enabling them swim alone in the deep water with the sharks, like the big boys, is quicker. Letting them use the “Fun with Flags” system on their own reduces the time they waist, by asking questions or waiting for help from more experienced teammates. It is much simpler and faster if they learn the ropes of video configurations on their own using “Fun with Flags”. ## The Grass is Now Greener with our Fun with Flags The struggle of controlling features is the never ending battle of QA. We always want to be able to reproduce different product behaviors on various locations. Being able to control behaviors was not easy in the past, when all the settings were hard coded.We started using feature flags to set features’ enablement and separation with a simple flick of a switch. Before our “Fun with Flags” system was developed, QA testers had to chase and wait for each feature developer to modify the code each time to compare a bug to its fix. That could take from hours, when the developer was busy, to days, when the developer is on vacation. After we started using feature flags, times were shortened considerably, but could still take a long time For each feature, we should approach the developer, or someone else from the same team, and ask them which flag we should configure. When “Fun with Flags” system was developed, we QA testers were able to lookup the needed flags with ease, within seconds. It allowed us to work independently and individually, without bothering developers or wasting precious time. “Fun with Flags” saved us from chasing our tails, going in circles, and we now run smoothly in a straight line ahead, always looking forward. --- ### Android: Autonomous Library Initialisation Using ContentProvider URL: https://www.taboola.com/engineering/android-autonomous-library-initialisation-using-content-provider/ Last Modified: 2025-01-14 14:37:30 This post describes how to use Android ContentProvider to allow automatic system initialisation for your library, therefore help make your library easier to integrate and control its flow. While this article mostly demonstrates one use case, you can use the idea in other cases as well. ## What is it all about? Always Strive To Simplify Integration Let’s assume you are writing code for a software library that would be used by an Android application. Most common flows require the app using your library to manually call the initialisation of your library and usually, provide it with their own Context. This will require your client to write a code along these lines: This article suggests using a Content Provider to allow: - Completely autonomous initialisation, liberating you from having to ask the client for init at all. - Avoiding the necessity of asking your client for their Application Context. Thus the above code line will transform into this: * Note how your initialisation is now completely independent of publisher. The flow starts in your class and is under your control. So, What's Next? ### Technical Step by Step: 1. Create a ContentProvider extending class: 2. Add an empty implementation for all required abstract methods of ContentProvider: 3. Override the ContentProvider’s onCreate() to retrieve an Application Context instance: 4. In your AndroidManifest.xml add a “provider” declaration, this provider tag will be merged with the host application manifest: * Note: If you use ${applicationId} as the value for authorities key, the system will replace it with the package name of the application hosting your library. Attributes used: - Authorities: Authority helps the ContentResolver system to find your ContentProvider instance correctly before passing data to it. - Exported: If set to true then the ContentProvider is available for other applications to use. - Enabled: If set to true then the operating system can instantiate the ContentProvider. ## A Common Pitfall (and how to avoid it) Registering multiple providers under the same authority can certainly be a serious issue. The Problem: Let’s say multiple applications installed on the same device, all embed the DemoSDK in this example. If more than one of those have not properly set their applicationId, then the value declared in the AndroidManifest.xml will fallback to using DemoSDK’s package name. If this happens then multiple ContentProviders will be registered under the same authority, therefore causing issues with the operating system. Solution: If you want to avoid this, in your ContentProvider extending class, then pay special care to the method ‘attachInfo(...)’: Notice: - You can get system information on your ContentProvider (ProviderInfo) from the AttachInfo callback. - To catch the case where the value returned for ${applicationId} in your AndroidManifest.xml request the providerInfo.authority String and compare it to your own ContentProvider’s simple name. ## Conclusion Keep in mind: If you opt for using the idea of ContentProvider for your projects initialisation, then keep in mind that your code flow will be started by the operating system and not by direct user code. Therefore, this means you might have to adjust how you think of / where you position your code initialisation with respect to the rest of your or your client’s code. How Firebase does this: If you’re interested in comparing information against a source you know well, then feel free to hop on to Google Firebase’s blog: https://firebase.googleblog.com/2016/12/how-does-firebase-initialize-on-android.html Official relevant documentation: - First of all read here: https://developer.android.com/reference/android/content/ContentProvider - Another useful page: https://developer.android.com/guide/topics/manifest/provider-element#auth To read a sample project in Kotlin: If you prefer working with Kotlin, then here’s a sample project that shows this concept along some other code: https://github.com/florent37/ApplicationProvider  --- ### Going Old-School: Designing Algorithms for Fast Weighted Sampling in Production URL: https://www.taboola.com/engineering/going-old-school-designing-algorithms-fast-weighted-sampling-production/ Last Modified: 2025-01-14 14:37:30 If you happen to write code for a living, there's a pretty good chance you've found yourself explaining another interviewer again how to reverse a linked list or how to tell if a string contains only digits. Usually, the necessity of this B.Sc. material ends once a contract is signed, as most of these low-level questions are dealt with for us under-the-hood of modern coding languages and external libraries. Still, not long ago we found ourselves facing one such question in real-life: find an efficient algorithm for real-time weighted sampling. As naive as it might seem at first sight, we'd like to show you why it's actually not - and then walk you through how we solved it, just in case you'll run into something similar. So buckle up, we've got some statistics and integrals coming up next! ## Why We Need Weighted Sampling in Production? At Taboola, our core business is to personalize the online advertising experience of millions of users worldwide. Thousands of websites across the globe trust us to display each visiting user the ads that he or she will most likely relate to, and most likely to click and engage with. We do that by training several deep-learning-based models which predict the CTR (click-through rate) of each ad for each user. The process of predicting CTR and displaying the highest rated items is known as Exploitation, as we exploit the model's predictions. But exploitation is not sufficient for a longterm successful model - we need to allow it to do some Exploration of new possibilities too, in order to find better ads. One of our ideas for such exploration was as following: ask the model to predict the CTR of a list of ads we would like to display, and then instead of displaying the highest rated items, randomly sample items for that list using weighted sampling. This is sometimes known as Soft-Exploration: the highest rated items are still the most probable ones, but every item has some non-zero probability of being shown. So, we need to do weighted sampling. The most naive approach to do so will be something like this: results = empty list max_r = 1 for i from 0 to amount of given weights: ..r = Random number in the range (0,max_r] ..s = 0 ..for each weight in the list of weights: ....s += weight ....if s => r: ......append weight to results ......remove weight from weights ......max_r = max_r - weight ......break return results This naive algorithm has a complexity of . Considering the fact that the lists are long and all this is happening in real-time, this algorithm is a no-go. But there has to be a better way to do this, right? Well, yes, but we had to design it ourselves. ## The Theoretical Solution Looking hard enough for an algorithm yielded a paper named Weighted Random Sampling by Efraimidis & Spirakis. A single line in this paper gave a simple algorithm to what we should do (page 2, A-Res algorithm, line 2): 1) map each number in the list:  ..(r is a random number, chosen uniformly and independently for each number) 2) reorder the numbers according to the mapped values ..(first number will be the one which has the largest mapped-value, and so on) This algorithm involves mapping and sorting, making it , way better than , but there's still one issue - the authors never proved it. And since we had no proof this is actually working, we had to prove it ourselves. Brace yourselves, integrals are coming.   Before we begin, as the following lines can be easily confusing, let me briefly describe what I'm about to do: - I will first describe how a weighted-sampling probability-distribution should behave. As this is what we're eventually looking for, formalizing it mathematically is probably a good idea. - Once we formalized the distribution we want, we will find a specific distribution we can use for weighted sampling. - Lastly, after finding a specific distribution, I'll link it to the Uniform Distribution, (just like the algorithm above). We'll be amazed by the fact that the suggested mapping  really does imitate random sampling. Ready? Let's go. ### Part I: Formalizing How does weighted sampling behave? Let's say we have two numbers,  and , which we perform weighted sampling over. We'd expect to get the sequence (2,1) two-thirds of the time, and the sequence (1,2) a third of the time. So we expect  to be the first number 66.6% of the times and the second 33.3% of the times. Another way to look at this, is that since we're sorting the numbers in a list, we'd expect the priority (how close a number is to the head of the list) of  to be the highest two-thirds of the times, and the lowest one-third of the times. You can easily see that priority, which we'll denote as m, behaves in a way like an inverse-index, meaning the highest m is the first one on the list. We'll prefer it over the index for two reasons: first, the priority increases as w increases, and it's more intuitive than the index, which decreases as w increases. Second, the absolute values of the priorities are not relevant; it doesn't matter if () equal to (4.5, 3) or (-1, -5) or (1024, 5). All that matters is the order between them - the highest will be first, then the second-highest and so on. These two characteristics will allow us to generalize better later on. So to wrap this example up, in the case of and , we would like to find a probability distribution which will yield  which obey: Let's generalize this and formalize it mathematically: for every two numbers , we would like to have two random variables which originate from a probability distribution (meaning: ), where is a probability distribution defined by all w values provided (in this simple example there are only two, and , but generally there could be more). We expect with probability . ### Part II: Finding a Specific Distribution I claim that the probability distribution defined by the Cumulative Distribution Function (CDF)  obeys the requirement above - and I'll prove it. For this, remember that the Probability Density Function (PDF)  obeys  , and therefore in our case: . I'll also denote the Indicator Function as  (which means is 1 when and 0 otherwise). Finally, we'll work only on the range : So we've proved that the distribution with CDF  indeed imitates weighted sampling. ### Part III: Linking to Uniform Distribution As programmers, the Uniform Distribution is usually the most accessible one we have, regardless of language or libraries. It will only make sense to link the custom-made distribution we just found to the Uniform Distribution, which will then allow us to use the latter for weighted sampling. Say some X is yielded from (that is, ), what is the probability X is smaller than some number ? This is given by the CDF: Let’s examine another variable, Y, which we’ll define as , when R originates from the Uniform Distribution . What is the probability that Y is smaller than ? Let’s calculate, remembering that the CDF of  for any  is : This is the same result we got for X which was sampled from , and this means we can sample a number from , take its wth root, and it would be just as if we used all along. This means that the priority m of a number w is given by . Neat. ## Really Making It Work There's a saying I like which states that the difference between theory and practice is that theory only works in theory. So we found a fast-enough algorithm, proved it mathematically, and of course it doesn't work. Why? Because computers. Let's take a look at our m values again: . As mentioned before, we use our models to predict CTR, and so w = CTR, which is always a number in the range of , and usually very small. As r is also sampled from the same range, becomes very small, as and . It actually becomes so small and so often, that the computer doesn't handle the precision very well, and we get zeros for all values. Let's see an example using Python: >>> from random import random >>> m = lambda w: random() ** (1.0/w) >>> m(0.002), m(0.001) (0.0, 0.0) Not good.     So what can we do? Yet again, math to the rescue! As we've previously said, we don't really care about the absolute values of m, but only about the order between them. This means we can apply any monotonic function on the mapped values and control how fast the numbers decrease. For us, a simple logarithm did the trick: . Let's see this in action: >>> from random import random >>> from math import log >>> m = lambda w: log(random())/w >>> m(0.002), m(0.001) (-402.5850708710584, -758.9101125141252) Much better. Still, this doesn't come without a price tag - the logarithm we apply decreases the accuracy of the algorithm. This means that in our example of  and , we won't get  with probability 2/3, but something close. For us though, this deviation is something we're fine with. So, to wrap this up, our random-weighted sampling algorithm for our real-time production services is: 1) map each number in the list: ..(r is a random number, chosen uniformly and independently for each number) 2) reorder the numbers according to the mapped values ..(first number will be the one which has the largest mapped-value, and so on) Success. ## Final Words Summing this process up, we've started with a naive algorithm which wasn't efficient enough, moved on to the exact opposite - an efficient algorithm which doesn't work, and then modified it to an almost-exact version which works great and is also efficient. If I need to conclude, I can only say this - there's something super exciting about stepping down from our daily routine of developing state-of-the-art AI models and return to our roots as algorithm developers; going back to the basics, develop mathematical proofs, sleeping by the river under starry skies and cooking dinner by the fire - we don't get to this every day, and I think we're all glad we did it this time. So wherever you may surf online, know that we just made your experience a little better using plain ol' math.     --- ### Deep Multi-Task Learning - 3 Lessons Learned URL: https://www.taboola.com/engineering/deep-multi-task-learning-3-lessons-learned/ Last Modified: 2025-01-14 14:37:30 For the past year, my team and I have been working on a personalized user experience in the Taboola feed. We used Multi-Task Learning (MTL) to predict multiple Key Performance Indicators (KPIs) on the same set of input features, and implemented a Deep Learning (DL) model in TensorFlow to do so. Back when we started, MTL seemed way more complicated to us than it does now, so I wanted to share some of the lessons learned. There are already quite a few posts about implementing MTL in a DL model (1, 2, 3). In this post I will share some specific points to consider when implementing MTL in a Neural Network (NN). I will also present simple TensorFlow solutions to overcome the discussed issues. ## Sharing is caring We wanted to start with the basic approach of hard parameter sharing. Hard sharing means we have a shared subnet, followed by task-specific subnets. An easy way to start playing with such a model in TensorFlow is using Estimators with multiple heads. Since it doesn’t look that different than other NN architectures, you may ask yourself what could go wrong? ## Lesson 1 - Combining losses The first challenge we encountered with our MTL model, was defining a single loss function for multiple tasks. While a single task has a well defined loss function, with multiple tasks come multiple losses. The first thing we tried was simply to sum the different losses. Soon enough we could see that while one task converges to good results, the others look pretty bad. When taking a closer look, we could easily see why. The losses’ scales were so different, that one task dominated the overall loss, while the rest of the tasks didn’t have a chance to affect the learning process of the shared layers. A quick fix was replacing the sum of losses with a weighted sum, that brought all losses to approximately the same scale. However, this solution involves another hyperparameter that might need to be tuned every once in a while. Luckily, we found a great paper proposing to use uncertainty to weigh losses in MTL. The way it is done, is by learning another noise parameter that is integrated in the loss function for each task. This allows having multiple tasks, possibly regression and classification, and bringing all losses to the same scale. Now we could go back to simply summing our losses. Not only did we get better results than with a weighted sum, we could forget about the additional weights hyperparameters. Here is a Keras implementation provided by the authors of the paper. ## Lesson 2 - Tuning learning rates It’s a common convention that learning rate is one of the most important hyperparameters for tuning neural networks. So we tried tuning, and found a learning rate that looked really good for task A, and another one that was really good for task B. Choosing the higher rate caused dying Relu’s on one of the tasks, while using the lower one brought a slow convergence on the other task. Then what could we do? We could tune a separate learning rate for each of the “heads” (task-specific subnets), and another rate for the shared subnet. Though it may sound complicated, it’s actually pretty simple. Usually when training a NN in TensorFlow you use something like: optimizer = tf.train.AdamOptimizer(learning_rate).minimize(loss) AdamOptimizer defines how gradients should be applied, and minimize computes and applies them. We can replace minimize with our own implementation that would use the appropriate learning rate for each variable in our computational graph when applying the gradients: all_variables = shared_vars + a_vars + b_vars all_gradients = tf.gradients(loss, all_variables) shared_subnet_gradients = all_gradients a_gradients = all_gradients b_gradients = all_gradients shared_subnet_optimizer = tf.train.AdamOptimizer(shared_learning_rate) a_optimizer = tf.train.AdamOptimizer(a_learning_rate) b_optimizer = tf.train.AdamOptimizer(b_learning_rate) train_shared_op = shared_subnet_optimizer.apply_gradients(zip(shared_subnet_gradients, shared_vars)) train_a_op = a_optimizer.apply_gradients(zip(a_gradients, a_vars)) train_b_op = b_optimizer.apply_gradients(zip(b_gradients, b_vars)) train_op = tf.group(train_shared_op, train_a_op, train_b_op) By the way, this trick can actually also be useful for single-task networks. ## Lesson 3 - Using estimates as features Once we’re past the first phase of creating a NN that predicts multiple tasks, we might want to use our estimate for one task as a feature to another. In the forward-pass that’s really easy. The estimate is a Tensor, so we can wire it just like any other layer’s output. But what happens in backprop? Say the estimate for task A is passed as a feature to task B. We probably wouldn’t want to propagate the gradients from task B back to task A, as we already have a label for A. Don’t worry, TensorFlow’s API has tf.stop_gradient just for that reason. When computing the gradients, it lets you pass a list of Tensors you wish to treat as constants, which is exactly what we need. all_gradients = tf.gradients(loss, all_variables, stop_gradients=stop_tensors) Again, this is useful in MTL networks, but not only. This technique can be used whenever you want to compute a value with TensorFlow, and need to pretend that the value was a constant. For example, when training Generative Adversarial Networks (GANs), you don’t want to backprop through the generation process of the adversarial example. ## So, what’s next? Our models are up and running and Taboola feed is being personalized. However, there is still a lot of room for improvement, and lots of interesting architectures to explore. In our use case, predicting multiple tasks also means we make a decision based on multiple KPIs. That can be a bit more tricky than using a single KPI... but that’s already a whole new topic. Thanks for reading, I hope you found this post useful! --- ### My first date with my company URL: https://www.taboola.com/engineering/my-first-date-with-my-company/ Last Modified: 2025-01-14 14:37:30 # My first date with my company – or – how onboarding looks from a freshman’s eye According to LinkedIn, one in three employees decide to quit their job within the first 6 months(!) I've been managing people for over 20 years and I've spent a long time trying to crack the code of successful onboarding. It was only recently, when I started working for a new company, that my eyes were opened - I actually felt what it's like to be a new employee. The lessons I've learned surprised me so much. So, I took it upon myself to build an onboarding plan addressing exactly what a new employee needs. We started to run this program in Taboola and I’m happy to say it gets great feedback. In this blog post, I'll shed some light on the psychology of a new employee, give practical ways to deal with it and share stories from my experience. If you have new members in your team this blog post is for you. See through a new employee’s eyes and understand what the ingredients are that can turn onboarding to your company into a success. ## My first day tale Though I tried it many times, I found it very hard to tailor an outstanding process for receiving a new employee. You know why? Because you cannot really know it until you feel it. You cannot really feel it until you experience it, and you cannot experience it twice… Yep. Like on a first date, there is only one shot… as they say “there is no second chance for a first impression”. Two years ago I was searching for a new job. I joined a successful company. I was very excited to join and I arrived with a lot of expectations and hopes. And… it happened to me! I experienced that notorious first day in its full strength. I learned that things I once considered as important are in fact marginal, and things I wasn’t even aware of turned to shape my entire experience. ## “Be Comfortable” Here’s the first tip: Nothing will be remembered from the first day excepting the emotional experience. That’s it! That’s the objective of day one: feeling comfortable. There is one huge problem though: the first day at work is anything but comfortable. It is a scary unpleasant experience. Think of yourself as a new kid joining a class. Everyone else knows each other, there are social codes in the class you do not know, all faces are strangers, and even the building is unfamiliar. It is counter intuitive. Most places people aim to impress new arrivals with fancy administration, but none of it matters to the new employee on their first day. To create the best first impression, aim to make the new arrival feel comfortable. I suggest three factors that can help creating that emotional comfort: The people This is undoubtedly number one: friendly people is the key. As a new employee, I know no one. That’s a very unpleasant feeling. Like newborn babies that smile at their parents I yearn for familiar faces. Surprisingly, creating familiar faces among strangers is not a complex mission at all... Here are the my best activities from my first day: someone from IT helped me 3 or 4 times (I found myself waiting for her in the afternoon, just because I “knew” her from the morning), a coffee break with a colleague I already knew, a discussion with the friend who referred me to the company, and talking to the people who interviewed me. Simple, isn’t it? The company A big question runs through a new arrival’s mind: “Where have I arrived?” Don’t count on the new people to search for information about the company in the internet. Spend time talking about the company. But while the talk is important remember that most chances nothing will stick. Prepare follow up reading material which can be viewed again later. Small Successes Even during the first day, it is possible to generate a sense of success. There is no need for big achievements. So a list of many small wins will help building self-confidence, satisfaction and comfort. Creating a checklist of small simple activities to strikethrough (e.g. login to laptop, configure your email, connect the phone to the company’s contact list, submit a certain form, intro talk to manager, etc.) can help turn the anxiety of the first day into a joy of success. ## Turn the administrative process into an emotional experience Emotional administration?! Is it a real thing? Normal people do not react emotionally when they encounter processes, do they? But the first day is all about positive emotional experience... The good news is that there is an effective way to turn the tedious inevitable tasks into a satisfying experience. Here's the key: Look at all these activities as opportunities to interact with people, learn about the company and achieve small wins. Filling out forms as a social activity There are many formalities to complete on the first day. If someone fills out the forms together with the new arrival, it becomes a personal touch point. If there are several employees that are starting on the same day, it is an excellent opportunity to gather them in the same room, create a small “community” around them, and let them help each other. Having everything ready in advance is impressive. But it is much more impressive to know that there is someone that will not leave the room until I am all set. Handout a checklist of daily activities. Thus, every form that the new employee fills out is another line to strikethrough, a little success, and another haven of positive experience in this stressful day. The welcoming laptop Like the forms, configuring the laptop is a task that can be done with friends. When I got into my inbox I was happy to find few welcoming letters waiting for me: from my manager and some explanations about the company. Party at my desk It is very nice to have everything ready in advance. It means that people got ready for my arrival. Now imagine that my gear is waiting on my desk in the original boxes, plus some chocolates and a personal congratulation note. This turns arriving at my desk into a little party. Unboxing all that gear feels like I got a present. ## Main activities Meet the team: quality over quantity Meeting the team is the heart of the day. Don’t drag new arrivals through the office for an introductory tour with many strangers. It is much better to have a personal talk with the manager, and to remember the names of your direct team members. Food Eating is much more than consuming food – it is a social activity. Do not underestimate the importance of eating together with the new employee. Two highlights of my first day were the lunch and the coffee break, because they made me feel related. Use these opportunities to interact with familiar faces: the team members, the recruiter, or people known from the past. Never leave a new employee to eat alone! Getting ready for day two There’s a huge difference between day one and day two. As a new employee, on the second day I can come early and start reading. On my first day I do not even know where my seat is. On day one, what I needed is someone to escort me. On day two, I wanted to explore by myself. Celebrate the day’s closure Finishing such a stressful day deserves a celebration. Meeting the people from the morning (familiar faces...) for a short summary session feels great. This can be celebrated with a drink or a swag. Once this summary session finishes, send the new people home early. No matter what you do, the first day is not fun - so staying late can wait for other days. ## Epilogue The first day is an excellent opportunity to create a good first impression - but remember that nothing ends there. In my next blog post I will explain the concepts of a successful onboarding which goes beyond the first day. A period which I call “the real recruitment”. ## Recipe for the perfect first day I hope you find this post useful. It can be great if you share your own experiences and we can help the next new employees in their first day. For your convenience I brought here a checklist of my recommendations: - Remember it is an anxious day for the new employee and be empathic to it. - Create as many personal interactions with familiar faces as possible. - Prepare a checklist of quick wins. - Help as much as you can - don’t leave the new employee alone. - Prepare their desk and leave things for the new employee to unbox. - Personal talks with direct manager and closest circle of colleagues. - Go to lunch with your team. - Have a coffee break with someone (preferably someone you know). - Prepare a list of activities for the second day and beyond. - Gather again at the end of the day to summarize it (and possibly give a swag). - Send home early. --- ### ICLR 19 highlights (and all that Jazz) URL: https://www.taboola.com/engineering/iclr-19-highlights-jazz/ Last Modified: 2025-01-14 14:37:31 A joint post with Ofri Mann We went to ICLR to present our work on debugging ML models using uncertainty and attention. Between cocktail parties and jazz shows in the wonderful New Orleans (can we do all conferences in NOLA please?) we also saw a lot of interesting talks and posters. Below are our main takeaways from the conference. ## Main themes A good summary of the themes was in Ian Goodfellow’s talk, in which he said that until around 2013 the ML community was focused on making ML work. Now that it’s working on many different applications given enough data, the focus has shifted towards adding more capabilities to our models: we want them to comply to some fairness, accountability and transparency constraints, to be robust, use labels efficiently, adapt to different domains and so on. ##### A slide on ML topics, from Ian Goodfellow’s talk We noticed a few topics that got a lot of attention: Reinforcement Learning, GANs and adversarial examples, and Fairness were the most prominent ones. There was also a fair amount of work on training and optimization techniques, VAEs, quantization and understanding different behaviors of networks. While the last day of the conference displayed many papers about different NLP tasks, Computer Vision felt to us like a solved problem and there were very few applicative vision papers. However, most of the work on optimization, understanding networks, meta learning etc is in fact done on images. Even though the conference focuses on learning representations, there wasn't much work on learning representations for structured or tabular data. The notes below are grouped according to the main topics. ## Reinforcement Learning There were three workshops and an entire poster session (~90 papers) dedicated to Reinforcement Learning. One of the prominent subjects discussed this year was sparse-reward or no-reward reinforcement learning. The subject was well represented with the Task-Agnostic Reinforcement Learning workshop, multiple posters and short talks, as well as a great talk by Pierre-Yves Oudeyer, discussing curiosity-driven learning, where information-gain is used as an intrinsic reward, allowing algorithms to explore their environments and focus on areas where information-gain is highest. These kinds of intrinsic rewards can later be combined with extrinsic ones to achieve tasks with almost no explicit practice. In his talk, Oudeyer demonstrated how robots learn to manipulate their environment and perform tasks with no prior practice, as well as a novel math-teaching method, where a curiosity-driven algorithm is used to personalize each child's curriculum, focusing on his/her weaker subjects. Two other workshops dealt with structure in RL: The Structure & Priors in Reinforcement Learning workshop focused on different ways to learn structure and introduce priors to RL tasks in order to allow them to learn from fewer examples and have a higher generalization power at a lower computational cost. The Deep Reinforcement Learning Meets Structured Prediction workshop suggested viewing structure prediction as a sequential decision making process and focused on papers that leverage the advances in deep RL to improve structured prediction. ## Generative Adversarial Models and Adversarial Examples Besides Goodfellow’s keynote talk, which focused on GAN’s applications to different ML research areas, there was an entire poster session dedicated to GANs and adversarial examples. These also got a lot of attention in the Debugging ML models workshop, the Deep Generative Models for Highly Structured Data workshop and in the Safe Machine Learning: Specification, Robustness, and Assurance workshop. For example, in his talk “A new Perspective on Adversarial Examples”, Aleksander Madry claimed that models learn from robust features, which capture some interpretable meaning to humans, and non-robust features that are correlative with the labels. Since the non-robust features are just as good in order to maximize model’s accuracy, models focus on them as well. Therefore, he claims, we cannot hope for post-training interpretability, since some of the model’s predictive power comes from the non-robust features. We call those features adversarial examples, but from the model’s perspective, there isn’t a real difference between the robust and non-robust features. In order to improve interpretability Madry presented ways to force models to focus only on robust features during training. ## Fairness, Accountability, Safety and AI for Social Good This year there was a lot of (not necessarily technical) talk about issues related to fairness, safety and AI for Social Good. Cynthia Dwark gave a great keynote about recent development in algorithmic fairness in which she presented two notions of fairness - group fairness, which address the relative treatment of different demographic groups, and individual fairness, which requires that people who are similar, with respect to a given classification task, should be treated similarly by classifiers for that task. She talked about the challenges related to the two notions and about recent work aiming at bridging the gap between them, with an emphasis on the notion of multi calibration - being calibrated on different groups, and fair ranking and scoring. Another talk that aimed at sparking discussion about possible dangers in ML was Zeynep Tufekci’s “While we’re all worried about the failures of ML, what dangers lurk if it (mostly) works?”. The AI for social good workshop focused on applying ML to solve problems important for society such as health care, education and agriculture. The Safe ML workshop, focused on specifying systems purpose, making them more robust and monitor them. The reproducibility in ML workshop and the Debugging ML workshop (where we presented our work on uncertanity and attention), mainly focused on fairness and interpretability. We read the high emphasis on Fairness, Accountability and Transparency (FAT) by the conference organizers as an open invitation to the community to participate in this important discussion as part of the main ML conferences. While most related papers are published in designated conferences like FAT conference and there weren’t many related papers in the main track this year, we expect this to change in upcoming years. ## Other things we liked There were many other interesting papers on topics outside the themes mentioned above. It’s hard to choose just a few out of the 500+ papers published in ICLR 19. We compiled a few for some topics we are interested in. ### Transfer Learning A research group from the University of Illinois presented a very interesting paper, "Knowledge Flow - Improve upon your teachers". The idea is a novel method of transfer learning - "Knowledge Flow" architecture. A "student" network, training on a novel task, uses the intermediate layer weights from one or more "teacher" networks, pre-trained on other tasks. By using trainable transformation matrices and weight vectors, the model learns how much each teacher contributes to the students in different parts of the network. In addition, the Knowledge Flow loss function includes the student's dependency on its teachers, which decreases as training progresses. Using this method, the teachers contribute heavily to the initial training steps, allowing for a quick "warm start" of the student network. As the student trains on the novel task, the teacher's influence is diminished, until the final training steps, when the student becomes independent of its teachers, and uses only its own weight. This works on both supervised and reinforcement-learning tasks, and achieves top results and faster convergence on several test-sets. Another transfer learning paper we found interesting was K for the price of 1: Parameter efficient multi task and transfer learning. It shows a unified framework for both transfer and multitask learning. The idea is to use model patches - a set of small trainable layers specific to each task that are interleaved with existing layers. These patches can be used for transfer learning by fine-tuning only the patch parameters on the new task while making the rest of the pretrained layers unchanged. For multitask learning it means that the models share most of the weights except for the task specific patches. ### Uncertainty (Our favourite subject!) Bias-reduced uncertainty estimation for Deep Neural Networks, shows an “overfitting”-like phenomena with uncertainty estimations where on easier cases uncertainty estimation improve at the beginning of the training but after a number of iterations they degrade. In order to prevent this, averaging different checkpoints from training or early stopping is recommended. Modeling Uncertainty with Hedge Instance Embedding: What if instead of learning deterministic embeddings we’ll learn probabilistic ones? Siamese networks are trained with constructive loss but instead of outputting z as usual, the output is expectation and standard deviation, defining the gaussian that represent the embedding. The size of the gaussian can later be treated as an uncertainty estimation. ### Why Batch Normalization Work? There we three papers worth mentioning shedding light into how batch normalization works: Towards Understanding, Regularization in Batch Normalization , A Mean Field Theory of Batch Normalization , and Theoretical Analysis of Auto Rate-Tuning by Batch Normalization ## Some thoughts on attendance The audience was a mix of academia and industry labs. A huge amount of papers came from industry research centers - DeepMind had around 50 papers, Google around 55, Microsoft and Facebook around 30 each. There was also a fair amount of work coming from industry companies. We had a lot of fun and came back with many ideas we can't wait to develop! --- ### How Intellij Tricked Me To Think Mockito Is Broken URL: https://www.taboola.com/engineering/intellij-tricked-think-mockito-broken/ Last Modified: 2025-01-14 14:37:31 ### My Little DOH! Moment Did you ever debug a piece of code, and said to yourself: “this shouldn’t happen!”? Well, me too, so when it happened to me and I learned why it happened, I thought it’s worth sharing. In my project I have two classes, let’s for simplicity call them Bouncer & EntranceChecker, Now I know that Bouncer is basically EntranceChecker, but bare with me, it’s not really important to the story. Bouncer holds EntranceChecker and every time a Person tried to enter, Bouncer calls EntranceChecker’s isInTheGuestList method, and if the person in the list Bouncer return not to block, else it blocks. public class Bouncer { private final EntranceChecker entranceChecker; public Bouncer(EntranceChecker entranceChecker) { this.entranceChecker = entranceChecker; } public boolean shouldBlock(Person person) { return !entranceChecker.isInTheGuestList(person); } } public class EntranceChecker { private final Set<String> names; public EntranceChecker(Set<String> names) { this.names = names; } boolean isInTheGuestList(Person person) { if(person == null) { return true; } return names.contains(person.getName()); } } Like any good programmer I wrote Bouncer a unit test to check it works. I used Mockito to Mock EntranceChecker. When it receives a Person that is in the list (“mockInListPerson”) it should return true, and otherwise false (“mockNotInListPerson”). Looks simple enough, right? should pass both tests, right? Want to guess what happened when I tried to run it? @RunWith(MockitoJUnitRunner.class) public class BouncerTest { @Mock private EntranceChecker mockEntranceChecker; @Mock private Person mockInListPerson; @Mock private Person mockNotInListPerson; private Bouncer bouncer; @Before public init() { Mockito.when(mockEntranceChecker.isInTheGuestList(mockInListPerson)).thenReturn(true); Mockito.when(mockEntranceChecker.isInTheGuestList(mockNotInListPerson)).thenReturn(false); this.bouncer = new Bouncer(mockEntranceChecker); } @Test public boolean shouldBlock_nullPerson_notBlock() { boolean result = bouncer.shouldBlock(mockInListPerson); Assert.assertTrue(result); } @Test public boolean shouldBlock_nullPerson_block() { boolean result = bouncer.shouldBlock(mockNotInListPerson); Assert.assertTrue(result); } } Got this: When I tried to debug it, I saw that it happens when the init() code runs and it tried to execute the line below: It enters(!) the EntranceChecker’s isInTheGuestList method, and throws NPE on the line below. It turned out The NPE was thrown because names wasn’t initialized. Which is true, I didn’t initialize it, it’s shouldn’t have been running in the first place! it’s mocked! that’s the all idea of mock! Haa I have a bug in Mockito!!! it’s broken! I broke Mockito! After way more hours than I am proud to say, I calmed down and started to think rationally again, and figured it out. EntranceChecker, was simply missing a small little public in front of isInTheGuestList. public class EntranceChecker { private final Set<String> names; public EntranceChecker(Set<String> names) { this.names = names; } public boolean isInTheGuestList(Person person) { if(person == null) { return true; } return names.contains(person.getName()); } } The moment I did it, Mockito came back to life and managed to mock my method. ### Why Was This The Problem? I don’t want to go into too many details on how mockito works, especially when Reinhard Seiler explains this so good in his blog: explanation how proxy based mock work, I strongly recommend you read it if you are writing tests and want to know how the tools you use work. I’ll just say that when you ask Mockito to mock a class for you, it basically wraps it in a wrapper class and answers what you ask of him. The problem is, that it cannot access private method and package private methods fall under that same restriction. Once I turned the method from package private methods to public, Mockito could “see” it again and mock it. when it failed to see it, the line of code simply tried to call the real method and crashed. When I went back to Intellij and looked at the metod, I remembered why I did it in the first place. Intellij suggested it to me. Doing that, didn’t break any thing and so I assumed I was OK. But Mockito is not part of that package, and so when I asked Mockito to mock the class it was blind to that method and failed. It’s a weird behavior on the part of Intellij not to be able to detect this. When I tried to pass Mockito a private method, it knew to prevent me from doing it: isTheGuestList(Person) has private access in EntranceChecker ### Bottom Line: I find Intellij suggest most helpful and try to accept them whenever I can, but this time it was the thing that gave me an headache, for more hours than I feel comfortable admitting. I can offer excuses why it took me so long to find this simple thing: - I just upgraded the Intellij version and I was worried it might have broken the mockito annotation or something. so I reverted it back, just to find out it wasn’t the issue. - I tried to rebuild the all project — more then once — and run other tests with similar code. - It was very late, and I was tired. Bottom line, after I found it, and felt really stupid that I didn’t think about it in the first place. Because I am a strong believer in the practice of sharing one stupidity with others, I decided to make it as public as possible. In the hope that, you found my stupidity funny enough that you share it with your friend and colleagues. And maybe one day you or one of your colleagues will face similar issue, have a vague memory that you already seen this problem, fix it in seconds and go on in your merry way. Thanks for reading --- ### How to conduct a good reference check? URL: https://www.taboola.com/engineering/conduct-good-reference-check/ Last Modified: 2025-01-14 14:37:31 Every candidate we recruit goes through a long process of evaluation. Near the end of the process, after we decided they fit our culture and have the skills we need, we have a reference check. Sometimes we take it as a formal phase in the process just to make sure they’re not a serial killer. Actually a reference check is one of the more important stages in the process, let me explain why. Think for a second of a recruiter that is going to recruit someone who worked with you. You know more about this person than any process. If they could peek inside your head - they will get all the knowledge they need - much more knowledge than they got from their process. Now, while you’re still in the place of the referee, think about how will you actually answer to a reference check. Most of the time, you will try to present a better picture than how it really was to work with this person. Once you’ve become a referee, you will get more than one call. After a few of those you will get tired of this process, and will try to make those calls as short as possible. So, back to the recruiter position, what should you do to avoid such a scenario? a scenario in which the reference check didn’t help you, or even worse, made you hear what you want to hear instead of the parts you need to hear. So how do we get the referee buy-in? First, make sure the referee is available and explain the rationale behind this call. For example, explain to them the importance of this call, explain that you are doing this call since you are positive about hiring the candidate. Check what is the position of the referee. What was the relationship between them and the candidate. Use this call also to validate their cultural fit and to understand how you can make their onboarding process as smooth as possible. Eventually we’re not saying if the candidate is good or not, we’re checking their fit to our organization. Ask the referee to describe the person and their work experience with them in their own words. Listen carefully and try to find out what they really think about the candidate - not just what they say, but also how they say it (with confidence / enthusiasm / motivation to give this feedback, how detailed they are). Ask for examples that demonstrate their feedback - you might interpret those examples differently. Make sure you get both pros and cons. Ask closed questions like: - Why did they leave? - Were they fired? - What are the candidate’s weaknesses? - How would you position them in the team (top /middle /bottom)? - Would you hire them again? - What they need to improve according to the last feedback you gave them? - How long did you work together? Try to clear things that you’re not sure about that came up during the process. If you’re not getting anything valuable from the referee ask the candidate for a different one. (for example, because they didn’t work really close or something like that). In case of a doubt - make sure the referee is real (you can ask them details about what they do, you can check them in LinkedIn). Last but not least - be pleasant. The person you’re talking to is an ambassador for the company. You don’t know when your paths will cross and you want to leave a good impression. So next time you’re doing a reference check, put yourself in their place, come prepared and make sure you remember this. It is the most important stage in your process. Good luck! --- ### Bucket the shuffle out of here! URL: https://www.taboola.com/engineering/bucket-the-shuffle-out-of-here/ Last Modified: 2026-01-08 10:30:25 ## Intro At Taboola we use Spark extensively throughout the pipeline. Regularly faced with Spark-related scalability challenges, we look for optimisations in order to squeeze the most out of the library. Often, the problems we encounter are related to shuffles. In this post we will present a technique we discovered which gave us up to 8x boost in performance for jobs with huge data shuffles. ## Shuffles Shuffling is a process of redistributing data across partitions (aka repartitioning) that may or may not cause moving data across JVM processes or even over the wire (between executors on separate machines).Shuffles, despite their drawbacks, are sometimes inevitable. In our case, here are some of the problems we faced: - Performance hit - Jobs run longer because shuffles use network and IO resources intensively. - Cluster stability - Heavy shuffles fill scratch disks of cluster machines. This affects other jobs on the same cluster , since they all share the same worker nodes. A single heavy job can fill-up all scratch(aka temp) disk space on all machines causing cluster unavailability. ## Where it meets us One of our many Spark jobs is to calculate some long term counters. We hold the following data: (group key, counter key, counter type) as key and (counter value, update time) as value. This job prepares input for other downstream jobs (ML, analytics etc) which makes it important for the overall progress of daily computations. We have “base” data to which we add daily aggregated changes. The daily deltas per key take up around 3% of the “base” data in terms of volume (several hundreds of gigabytes vs several terabytes). The naive approach in this scenario would be (pseudo-sql): select sum(counter_value), max(update_timestamp) from (select * from base union select * from all-deltas) group by group_key, counter_type, counter_key We started with the naive approach, it worked great and wasn't hard to implement, enabling us to deploy downstream jobs as well. However, as time passed the "base" data grew considerably. At some point the job started to fail. The job was failing with disk out of space errors. After looking at Spark UI stats we noticed huge shuffles of base data filling up all scratch disks on the application executors. At first we tried to increase the number of “spark.sql.shuffle.partitions”. Increasing the number of partitions means also reducing the size of each shuffle part. We also tried to rewrite a bit sql by pre-aggregating data by parts. Neither of the two ideas helped. The first approach might help when some executors work harder than others, but we didn’t have any skew in data. The second approach didn't help since the "base" data still needed to be reshuffled which caused the same problem. ## Partitioning of data After all previous failures, we defined our prime objective: avoid shuffles of our "base" data. Usually, this happens if spark knows how the data is partitioned. For example, joining two RDDs when only one of them has a partitioner. In this case Spark will reshuffle the second rdd using the partitioner of the first rdd. Our first approach was to partition by key while saving the dataframe (in our case the key is a compound one). However, the partitionBy method creates a subdirectory for every partition. This is effective when partition key cardinality is low and usable when the cardinality is finite. In our case the group_key has very large cardinality (millions of distinct values), which makes this approach infeasible. An example of how partitioning is used at saving: resultDf.write() .mode(SaveMode.Overwrite) .partitionBy("group_key", "counter_type", "counter_key") .parquet(outputPath) Our next idea was to use a relatively new feature called Bucketing. This feature provides kind of “partitioning by key” the same way as the standard partitioning provides. The change here is that it lets you divide the partitions into finite number of buckets(i.e. good also for high cardinality keys). However before explaining how to use it, we should talk about another optimisation we came across while working on bucketing: sql refactoring. ## SQL refactoring We have noticed that our base data is already aggregated and every key appears only once. Since our “base” data has a unique key, it doesn't need to be aggregated. On the other hand, all daily deltas may have multiple updates for the same key. As such the daily deltas need to be aggregated as described in the naive approach. Instead of using UNION on the two datasets and then aggregating both of them, we can split this process into two stages: at the beginning pre-aggregating daily deltas into a dataset that contains every key once, and then joining with “base” data by full outer join to compute updated value for every key. Replacing aggregation with a Full Outer Join (pseudo-sql): with daily_input_agg as ( select sum(counter_value), max(update_timestamp) from union (all - deltas) -- not on base anymore! group by group_key, counter_type, counter_key) -- sort + repartition) SELECT COALESCE(b.group_key, d.group_key) AS group_key, COALESCE(b.counter_key, d.counter_key) AS counter_key, COALESCE(b.counter_type, d.counter_type) AS counter_type, COALESCE(b.counter_value, 0) + COALESCE(d.counter_value, 0) AS counter_value, COALESCE(d.update_time, b.update_time, CAST (0 AS Timestamp)) AS update_time FROM base b FULL OUTER JOIN daily_input_agg d ON b.group_key = d.group_key AND b.counter_type = d.counter_type AND b.counter_key = d.counter_key Using the full outer join we can finally apply the bucketing technique to avoid the base data shuffle. ## Bucketing Bucketing is a concept that came from Hive. When using spark for computations over Hive tables, the below manual implementation might be irrelevant and cumbersome. However, we are still not using Hive and needed to overcome all gotchas along the way. This is a relatively new feature and as you will see it comes with lots of potential pitfalls. Schematically when using bucketing you'll follow several steps: - Save the data bucketed - Read data bucketed Maybe in a different SparkContext - Providing the number of buckets Writing example: resultDf.write() .option("path",outputPath) .mode(SaveMode.Overwrite) .bucketBy(numberOfOutputBuckets, "group_key", "counter_type", "counter_key") .sortBy("group_key", "counter_type", "counter_key") .saveAsTable(outputTableName); Sorted data produces fewer files - Without sorting, spark will create many files per each partition for some bucket. With sorting by same key as bucketing key only one file per partition per bucket will be created. Read the same way it was bucketed - During bucketing Spark uses hash function + modulo on the bucketing key to choose to which bucket to write data to. It's very important to preserve the same number of buckets between the reads and writes of the data. Both sides of the JOIN need to be “aligned” - in case the deltas are not partitioned with the same number of partitions both parts of the JOIN will be reshuffled. So an obvious solution in our case is to partition the “daily” data the same way we read the “base” data. daily_agg_repartitioned = daily_agg.repartition(N, col("group_key"), col("counter_type"), col("counter_key") ) No one API to bucket them all - bucketing of data is not available for the usual dataframe api, but only when using the table api. In addition, to read data while preserving bucketing information one should use table api as well. We read data by defining external table backed up by hdfs path, while specifying that the table is bucketed. example: sparkSession.sql( "CREATE TABLE base(" + " group_key string ," + " counter_type string, " + " counter_key string ," + " counter_value double," + " update_time timestamp ) " + " USING PARQUET\n" + " CLUSTERED BY (group_key, counter_type, counter_key) INTO " + numberOfInputBuckets + " BUCKETS " + " LOCATION '" + path + "'"); Partitions same as buckets - another voodoo notion we came across is that spark.sql.shuffle.partitions must be same as number of buckets, otherwise we once again get "base" shuffle. ## Results So did this help our cause? Yes. The job now finishes x8 times faster than before and cluster stability is restored. As you can see in the green boxed Spark Sql execution plan, the right branch is missing an Exchange (i.e. shuffle). When trying to optimize a spark job, use sql tab to understand if your changes helped or not(the picture attached are on test data and doesn't represent production workloads, however the implementation of removing "base" shuffles has not changed). Overall, bucketing is a relatively new technique that in some cases might be a great improvement both in stability and performance. However we found that using it is not trivial and has many gotchas. --- ### TensorFlow - The Scope of Software Engineering URL: https://www.taboola.com/engineering/tensorflow-the-scope-of-software-engineering/ Last Modified: 2025-01-14 14:37:31 ## How to structure your TensorFlow graph like a software engineer So you’ve finished training your model, and it’s time to get some insights as to what it has learned. You decide which tensor should be interesting, and go look for it in your code - to find out what its name is. Then it hits you - you forgot to give it a name. You also forgot to wrap the logical code block with a named scope. It means you’ll have a hard time getting a reference to the tensor. It holds for python scripts as well as TensorBoard: Can you see that small red circle lost in the sea of tensors? Finding it is hard... That’s a bummer! It would have been much better if it looked more like this: That’s more like it! Each set of tensors which form a logical unit is wrapped inside a named scope. Why can’t the graph be automatically constructed in a way that resembles your code? I mean, most chances are you didn’t construct the model using a single function, did you? Your code base contains multiple functions - each forms a logical unit which deserves its own named scope! Let’s say you have a tensor x which was defined by the function f, which in turn was called by g. It means that while you were writing the code, you had this logical structure in mind: g -> f -> x. Wouldn’t it be great if the model would automatically be constructed in a way that the name of the tensor would be g/f/x ? Come to think of it, it’s pretty simple to do. All you have to do is go over all your functions and add a single line of code: def f(): with tensorflow.name_scope('f'): # define tensors So what’s wrong with that approach? - The name of the function f appears twice — both in the function declaration and as an argument to tensorflow.name_scope. Maybe next week you’ll change the name of the function to something more meaningful, let’s say foo. Unfortunately, you might forget to update the name of the scope! - You have to apply indentation to the entire body of f. While it’s not that bad, personally I don’t like having high indentation levels. Let’s say f contains a for loop which contains an if statement, which contains another for loop. Thanks to calling to tensorflow.name_scope, we’re already at an indentation level of 4! We can bypass these disadvantages using simple metaprogramming - Python’s decorators to the rescue! import re def name_scope(f): def func(*args, **kwargs): name = f.__name__', f.__name__).start():] with tensorflow.name_scope(name): return f(*args, **kwargs) return func @name_scope def foo(): # define tensors How does it work? The @ is a syntactic sugar. It’s equivalent to the following: def foo(): # define tensors foo = name_scope(foo) name_scope gets a function as an argument (f) and returns a new function (func). func creates a named scope, and then calls f. The result? All the tensors that are defined by f will be created inside a named scope. The name of the scope will be the name of the original function (“foo”) - thanks to f.__name__. One small problem is that while function names might start with “_”, tensorflow scope names can’t. This is why we have to use re. ## Why is it that important? The challenge of writing clean tensorflow code is negligible compared to the research challenge of actually making the model any good. Thus, it's easy to be tempted to just focus on the research aspects of your job. However, in the long run, it's important not to neglect the maintainability and readability of your code, including those of your graph. The decorator approach make my job a little easier, and I hope you’ll benefit from it too. Do you have other tips you'd like to share? Drop a line in the comments! --- ### Beginner’s guide for naming things in your code URL: https://www.taboola.com/engineering/beginners-guide-for-naming-things-in-your-code/ Last Modified: 2025-01-14 14:37:32 “Any fool can write code that a computer can understand. Good programmers write code that humans can understand.” Martin Fowler, 2008. Names, they are everywhere in our software. Just think of the things we name, we name our packages, classes, methods, variables, in fact us programmers do so much of it, we should probably know how to do it well. In my opinion, making the code readable is just as important as making your code work. In this post I will give you 5 tips and guidelines to choose your names in order to make your code more readable. ### 1. Reveal your intent: The name you choose should answer as many questions as possible for the reader, questions like, why it exists, what it does, and how it is used. Choosing good names takes time but saves more than it takes when the going gets tough, so take care with your names and change them when you find better names. Let’s look at an Example: int d; //elapsed time in days Judging by the comment, it looks like d is some kind of integer that stores days. Wouldn’t it be much better if d name would tell us what it’s used for: int elapsedTimeInDays; int daysSinceCreation; int daysSinceModification; int fileAgeInDays; ### ### 2. Choose the right parts of speech: Classes and variables should have noun names like User, HtmlPage, Account, and AddressParser. Methods should have verb names like postPayment, deletePage, or save. Accessors, mutators, and predicates should be named for their value and prefixed with get, set, and is. Avoid words like Manager, Processor, Data or Info, they usually don’t give much information. If you are having trouble finding a name that describes what your class does, it may indicate design smell and maybe your class does more than one thing. // Bad interface DataManagerInterface {...} // Good interface EventsAggregator {...} ### ### 3. Avoid disinformation: A misleading name can cause you and your fellow co-workers a lot of time and pain. For example, do not refer to a grouping of accounts as an accountList unless it actually is a List. If the container holding the accounts is actually a Set, it may lead to false conclusions. // Bad Set accountsList; List accountsMap;   Don’t name classes as design patterns, unless they really are design patterns. // This class is clearly not implementing the builder pattern class ReqeustBuilder { public ReqeustBuilder(HttpServletRequest request) {...} public Request getRequest() {...} }   Try to not use comments if you can express yourself in the code itself. Comments tend to rot over time, because someone may change the code and keep the comment. This can result in a misleading comment that may lead to incorrect assumptions. ### 4. The scope rule: The length of your names should depend on the scope length where they are used. For variables, use short names for short scopes and long descriptive names for long scopes. Variables that are used within short scopes are usually defined very close to where they are used. For instance, it is perfectly clear what e means here: } catch (Exception e) { e.printStackTrace(); }   However, if the variable is used within a long scope, you don’t want your readers to go up 56 lines of code just to see that p means publisher. Publisher p = Publisher.byName(data.getPublisherName()); /* . . // 56 lines of code where p is not mentioned . */ if (p.shouldSendEvents()) { For methods, it’s the other way around, use short names for public methods with large scopes: public void open() {...}   And long names for private methods with small scope: private void waitForServiceThreadToStart() {...} ### ### 5. Keep it simple If names are too clever, they will be memorable only to you. Keeping the names simple and straightforward will do your code readability a favor. Pick one word for one abstract concept and stick with it. For instance, it’s confusing to have fetch, retrieve, and get as equivalent methods of different classes. Avoid encodings such as Hungarian Notation, our IDEs today are smart enough to make that notation redundant. ### ### Wrapping up Naming is a tool to communicate with your readers, bad names prevent code from clearly communicating its intent - so choose names thoughtfully and with care. Other people, including your future self, need to understand the code to be able to make changes. Nowadays, software maintenance provides the biggest day-to-day challenge. Even if you are writing something totally new, maintaining is a task you, or your fellow co-workers, are definitely going to have to deal with, sooner or later. --- ### Preparing for the Unexpected URL: https://www.taboola.com/engineering/preparing-for-the-unexpected/ Last Modified: 2025-01-14 14:37:32 Some of the problems we tackle using machine learning involve categorical features that represent real world objects, such as words, items and categories. So what happens when at inference time we get new object values that have never been seen before? How can we prepare ourselves in advance so we can still make sense out of the input? Unseen values, also called OOV (Out of Vocabulary) values, must be handled properly. Different algorithms have different methods to deal with OOV values. Different assumptions on the categorical features should be treated differently as well. In this post, I’ll focus on the case of deep learning applied to dynamic data, where new values appear all the time. I’ll use Taboola’s recommender system as an example. Some of the inputs the model gets at inference time contain unseen values - this is common in recommender systems. Examples include: - Item id: each recommendable item gets a unique identifier. Every day thousands of new items get into the system. - Advertiser id: sponsored content is created by advertisers. The number of new daily advertisers is much smaller compared to the number of new items. Nonetheless, it’s important to handle them correctly, especially since we want to support new advertisers. So what’s the challenge with OOV values? # Learning to handle OOV values An OOV value is associated with values not seen by the model at training time. Hence, if we get an OOV value at inference time, the model won’t know what to do with it. One simple solution is to replace all the rare values with a special OOV token before training. Since all OOV values are the same from the model’s point of view, we’ll replace them with the OOV token at inference time. This solution has two positive outcomes: - The model will be exposed to the OOV token while training. In deep learning we usually embed categorical features. After training, the model will learn a meaningful embedding for all OOV values . - The risk of overfitting to the rare values will be mitigated. These values appear in a small number of examples. If we learn embeddings for these values, the model might learn to use them to explain particularities or random noise found in these specific examples. Another disaster that can result with learning these embeddings is not getting enough gradient updates propagated to them. As a consequence, the random initialization will dominate the result embeddings over the signal learned through training. Problem solved... Or is it? # Handling OOV values is hard! The model uses the item id feature to memorize different information per item, similarly to the pure collaborative filtering approach. Rare items that are injected with the OOV token can’t benefit from it, so the model performs worse on them. The interesting thing is that even if we don’t use the item id at all during training, the model still performs worse on rare items! This is because they come from a distribution different than that of the general population. They have specific characteristics - maybe they performed poorly online, which caused Taboola’s recommender system to recommend them less, and in turn - they became rare in the dataset. So why does this distribution difference matter? If we learn the OOV embedding using this special distribution, it won’t generalize to the general population. Think about it this way - every item was a new item at some point. At that point, it was injected with the OOV token. So the OOV embedding should perform well for all possible items. # Randomness is the data scientist’s best friend In order to learn the OOV embedding using the general population, we can inject the OOV token to a random set of examples from the dataset before we start the training process. But how many examples will suffice? The more we sample, the better the OOV embedding will be. But at the same time, the model will be exposed to a fewer number of non-OOV values, so the performance will degrade. How can we use lots of examples to train the OOV embedding while at the same time use the same examples to train the non-OOV embeddings? Instead of randomly injecting the OOV token before starting to train, we chose the following approach: in each epoch the model trains using all of the available values (the OOV token isn’t injected). At the end of the epoch we sample a random set of examples, inject the OOV token, and train the model once again. This way, we enjoy both worlds! As was done in the previous approach, we also inject the OOV token to rare values - to avoid overfitting. To evaluate the new approach, we injected the OOV token to all of the examples and evaluated our offline metric (MSE). It improved by 15% compared to randomly injecting the OOV token before the model starts to train. # Final thoughts Our model had been used in production for a long time before we thought of the new approach. It could have been easy to miss this potential performance gain, since the model performed well overall. It just stresses the fact that you always have to look for the unexpected! --- ### Where did my cookies go?? URL: https://www.taboola.com/engineering/where-did-my-cookies-go/ Last Modified: 2025-01-14 14:37:32 If you are using web cookies to operate your online business you probably know already that just like in real life, cookies do not last long. This is an especially known fact to whoever uses online cookies to store unique user IDs. Most online marketing companies rely on cookies for that purpose, but when cookies disappear - it makes it harder for them get persistent user data. Interested to know for how long does a cookie really last? in this post I’ll try to provide some answers. #### Who is eating web cookies? Cookies can disappear for various reasons, such as: - Clearing the browser historical data by the user - Setting the browser to reject third-party cookies - Using tools that clean up your device and free up storage space - Use of VPNs, Ad Blockers and more. One very common reason cookies disappear is the use of private browsing modes such as Incognito in chrome or private window in Safari. In most browsers browsing in a private browsing mode will cause the cookie to be deleted when the session ends - effectively turning cookies into ‘session cookies’. In other words, those cookies last for only a few hours. The next time a user will browse in private browsing mode he or she will be assigned a new cookie. #### Internet users going undercover Data we’ve gathered from billions of events around the world suggests that around 17% of global internet traffic comes from users that are only seen for one session and never seen again - much of this phenomena can be explained by usage of private browsing modes. This number seems to be inline with other independent research. This number varies a bit between countries. In UK only 14% of traffic comes from cookies that are a session long while in Germany it is 24%! However, is private browsing mode the main reason for cookie churn? #### Whose party is this cookie?! An interesting way to look at cookie churn is by drawing its survival curve and calculating its half life time. This is a common method used in nuclear physics to describe radioactive decay. Half lifetime of a cookie represents the median lifetime of a cookie - 50% of all cookies have shorter lifespan and 50% have longer lifespan. We conducted a research in taboola measuring survival rate of third-party cookies and first-party cookies. Third-party and first-party cookie are terms often used in ambiguous ways, but in general they are regarded as follows: - Third-party cookie - a cookie placed by a domain the user has not interacted directly with - First-party cookie - a cookie placed by a domain the user has interacted directly with #### The survival of a cookie In the below analysis we looked only at cookies that had a lifespan of more than 1 day - meaning we excluded sessions cookies, including private browsing modes. Our research suggests that third-party cookies are very short lived with a half life time of only 14 days! First-party cookies, on the other hand, are much more persistent; 30 days after they are created almost three-quarters still survive! #### The two cookie problems The fact cookies don’t last long is not their only shortcoming. The second problem with cookies is that they represent only a shell of the user. Most people today are using at least two devices, usually mobile phone and laptop or desktop. On each device there is a different cookie with a different user ID. Not only that, on Safari browser for example, that blocks third-party cookie by default, you might find dozens of first-party cookies with different user IDs all belonging to one person! Cookies give a fragmented representation of the user digital interactions. #### A new way to think about cookies For companies that rely mainly on web cookies to track users, I suggest the following framework to think about the persistency of their user data: longevity vs. completeness. - Longevity is how long a user identifier lasts - Completeness is how much of the user interactions a user identifier captures Logged-in users using email for log-in, for example, offers high longevity, since a user’s email lasts for years, and also a high level of completeness as the user logs in across all devices with the same email. On the other hand session cookies have very low longevity since they only lasts for few hours, and they are usually only relevant for one site so they are low on completeness. First-party cookies, as we’ve seen in the chart above, have higher longevity than third-party cookies but they do not allow the cross domain tracking third-party cookies allow, so they get lower score on completeness. Lastly there are also mobile ad IDs in the app space. They are hardly ever changed by the user so their longevity is usually the lifetime of the device, however they only capture the user interactions in apps of a single device so they are not complete like an email. #### What about YOUR cookies? Cookies pose a challenge to any company that wishes to achieve persistent user data in the web space. There are various strategies to deal with this challenge which I will save discussing for a future post. However the first step in facing this challenge is understanding its magnitude. so… do you know how long your cookies last?? --- ### Think your Data Different URL: https://www.taboola.com/engineering/think-data-different/ Last Modified: 2025-01-14 14:37:32 In the last couple of years deep learning (DL) has become a main enabler for applications in many domains such as vision, NLP, audio, click stream data etc. Recently researchers started to successfully apply deep learning methods to graph datasets in domains like social networks, recommender systems and biology, where data is inherently structured in a graphical way. So how do Graph Neural Networks work? Why do we need them? # The Premise of Deep Learning In machine learning tasks involving graphical data, we usually want to describe each node in the graph in a way that allows us to feed it into some machine learning algorithm. Without DL, one would have to manually extract features, such as the number of neighbors a node has. But this is a laborious job. This is where DL shines. It automatically exploits the structure of the graph in order to extract features for each node. These features are called embeddings. The interesting thing is, that even if you have absolutely no information about the nodes, you can still use DL to extract embeddings. The structure of the graph, that is - the connectivity patterns, hold viable information. So how can we use the structure to extract information? Can the context of each node within the graph really help us? # Learning from Context One well known algorithm that extracts information about entities using context alone is word2vec. The input to word2vec is a set of sentences, and the output is an embedding for each word. Similarly to the way text describes the context of each word via the words surrounding it, graphs describe the context of each node via neighbor nodes. While in text words appear in linear order, in graphs it’s not the case. There’s no natural order between neighbor nodes. So we can’t use word2vec... Or can we? # Reduction like a Badass Mathematician We can apply reduction from the graphical structure of our data into a linear structure such that the information encoded in the graphical structure isn’t lost. Doing so, we’ll be able to use good old word2vec. The key point is to perform random walks in the graph. Each walk starts at a random node, and performs a series of steps, where each step goes to a random neighbor. Each random walk forms a sentence that can be fed into word2vec. This algorithm is called node2vec. There are more details in the process, which you can read about in the original paper. # Case study Taboola’s content recommender system gathers lots of data, some of which can be represented in a graphical manner. Let’s inspect one type of data as a case study for using node2vec. Taboola recommends articles in a widget shown in publishers’ websites: Each article has named entities - the entities described by the title. For example, the item “the cutest dogs on the planet” contains the entities “dog” and “planet”. Each named entity can appear in many different items. We can describe this relationship using a graph in the following way: each node will be a named entity, and there will be an edge between two nodes if the two named entities appear in the same item: Now that we are able to describe our data in a graphical manner, let’s run node2vec to see what insights we can learn out of the data. You can find the working code here. After learning node embeddings, we can use them as features for a downstream task, e.g. CTR (Click Through Rate) prediction. Although it could benefit the model, it’ll be hard to understand the qualities learned by node2vec. Another option would be to cluster similar embeddings together using K-means, and color the nodes according to their associated cluster: Cool! The clusters captured by node2vec seem to be homogeneous. In other words, nodes that are close to each other in the graph are also close to each other in the embedding space. Take for instance the orange cluster - all of its named entities are related to basketball. You might wonder what is the benefit of using node2vec over classical graphical algorithms, such as community detection algorithms (e.g., the Girvan-Newman algorithm). Capturing the community each node belongs to can definitely be done using such algorithms, there’s nothing wrong with it. Actually, that’s exactly feature engineering. And we already know that DL can save you the time of carefully handcrafting such features. So why not enjoy this benefit? We should also keep in mind that node2vec learns high dimensional embeddings. These embeddings are much richer than merely community belonging. # Taking Another Approach Using node2vec in this use case might not be the first idea that comes to mind. One might suggest to simply use word2vec, where each sentence is the sequence of named entities inside a single item. In this approach we don’t treat the data as having a graphical structure. So what’s the difference between this approach - which is valid, and node2vec? If we think about it, each sentence we generate in the word2vec approach is a walk in the graph we’ve defined earlier. node2vec also defines walks on the same graph. So they are the same, right? Let’s have a look at the clusters we get by the word2vec approach: Now the “basketball” cluster is less homogenous - it contains both orange and blue nodes. The named entity “Basketball” for example was colored orange, while the basketball players “Lebron James” and “Kobe Bryant” were colored blue! But why did this happen? In this approach each walk in the graph is composed only of named entities that appear together in a single item. It means we are limited to walks that don’t go further than distance 1 from the starting node. In node2vec, we don’t have that limit. Since each approach uses a different kind of walks, the learned embeddings capture a different kind of information. To make it more concrete, consider the following example: say we have two items - one with named entities A, B, C and another with D, B, E. These items induce the following graph: In the simple word2vec approach we’ll generate the following sentences: and . In the node2vec approach we could also get sentences like . If we fetch the latter into the training process, we’ll learn that E and C are interchangeable: the prefix will be able to predict both C and E. Therefore, C and E will get similar embeddings, and will be clustered together. # Takeway Using the right data structure to represent your data is important. Each data structure implies a different learning algorithm, or in other words - introduces a different inductive bias. Identifying your data has a certain structure, so you can use the right tool for the job, might be challenging. Since so many real world datasets are naturally represented as graphs, we think Graph Neural Networks are a must-have in our tool box as data scientists. --- ### Want to improve as an engineer? Face your fears and try public speaking URL: https://www.taboola.com/engineering/want-to-improve-as-an-engineer-face-your-fears-and-try-public-speaking/ Last Modified: 2025-01-14 14:37:32 Ever thought about presenting your work to others? Talking in a meetup or a conference? In the past I couldn’t even think about it, I thought that it’s not for me and I won’t get any benefit from it at all. In the last year and a half, things have started to change. In the following post I will share how the will for continuous improvement took me out of my comfort zone, and put me in places and scenarios I never imagined. I started my journey in the software development world 8 years ago. I had some knowledge, and almost no experience. I studied industrial engineering and didn’t think I would practice software development. But things changed and I found my first role as a manual QA engineer, then QA automation engineer, automation developer, and in the last 5 years DevOps / Release engineer. I was always curious and looking for how to improve as an engineer, so I did what most of us do: read tutorials, posts and watch technical videos. Still, since I came from a different background from most engineers, I felt like I had a knowledge gap that blocked me in many ways. ## I wanted to improve, but how? It bothered me being a level behind everyone. I wanted to improve, learn and practice new tools and technologies. Then I remembered that one of the best methods I had used to understand something better at university, was to explain it to others. When you explain a solution to others, you look at it differently. To provide a good explanation you need to fill all the gaps and assumptions in the solution, so it can be easily understood. I thought about explaining to or helping others, but I was afraid of giving lectures, so I started small. I opened stackoverflow and started to read some questions and answers - then I posted some answers to questions I knew. As I progressed, I found questions that I didn’t immediately know the answers to. So first I had to find a solution and then post it online. My benefit was in a number of aspects: I improved my knowledge in those areas, my stackoverflow score started to rise, and so did my confidence. ## Getting my toes wet My next step involved a few other platforms: meetups, conferences and Twitter. I had the chance to go to the Jenkins World and DevOpsDays conferences, and met some interesting people. I also attended meetups, and strengthened my technical skills as I was exposed to new material and ideas. At that time I only had about 10 tweets in my twitter account, but I figured that most of those people that were talking at those conferences and meetups also tweet and share additional knowledge. So I jumped at the opportunity, and followed anyone who seemed interesting. From here to there, I also started tweeting. Most of my tweets were articles and videos that I had read or watched, but from time to time I also tweeted about my ideas, opinions, personal stuff. Being active on Twitter has definitely improved my confidence, which I believe makes me a better engineer....but then I encountered the following tweet: https://twitter.com/mipsytipsy/status/912103246017294336 It made me start thinking about talking in public... ## Diving into the lecturing world By a weird coincidence, I was offered to talk at the Tel Aviv Jenkins Area meetup by one of its organizers (thank you Anton!). I didn’t say yes right away, but I also didn’t say no. I had two things in my mind: continuous improvement and the tweet above. I thought about it for a while, accepted the challenge and the meetup was scheduled. My talk was about Jenkins, JVM and garbage collector. Those were topics that I knew, but to be able to explain them easily I had to drill down a lot more. I was ready, I gave a good talk (I think :) ), and I felt that I could do it again. My improvement from this talk was obvious, I understood the JVM and GC much better than before, and I could come up with new solutions for related problems at my work. It took me a while...but I gave another meetup talk, this time about software delivery processes. A short while after, I was invited to do my third talk at fiverr offices, and I did that as well. Not surprisingly, guess what happened? Each time I learned new things that I skipped before, like new aspects of the different topics, my confidence kept increasing, and now I’m looking forward to my next talks. ## The journey continues I still feel that I can and want to improve much more. As I get more experienced at my job, I also have new things to present. My plan is to do talks more frequently, and although I am still a bit afraid of talking on big stages, I believe it will happen in the near future. My comfort zone has already changed, it’s no longer my desk - so why wouldn’t I change it more and take it to the main stage? There are different ways to improve yourself as an engineer. For me talks and discussions on social networks proved to be very successful. I truly think that any engineer has something that he or she can teach others. Will you take that step and embrace the challenge? I would be happy to listen... --- ### Get real life debugging using Kibana and Elastic URL: https://www.taboola.com/engineering/get-real-life-debugging-using-kibana-and-elastic/ Last Modified: 2025-01-14 14:37:33 We all have these amazing machines in our development and testing labs, and we know that our real users do not share this wonderful world. They experience our products very differently from us. These differences result in two major challenges: We do not know what the users experience We cannot debug their machines As a Video Advertisement Player team, these challenges are multiplied. Why? Our product is a third party script that serves other third party scripts for websites. ## Your code runs on different platforms As a third party web product, you do not know which websites your code runs on. Websites have a variety of frameworks, architectures and styles. Frameworks - change the browser’s core behavior, for example, redefining methods, which challenges the product’s basic behavior. Architectures - affect the website’s performance, which impacts on the product’s natural flow. Styles -manipulate the product’s look and feel. ## Running someone else’s code When your product serves other third party scripts for websites, you neither know how they will perform, nor can you tell their impact on the website. Scripts affect website performance, behavior and style. So...what can we do? ## Elasticsearch and Kibana to the rescue Elasticsearch provides a full text search engine, with an HTTP web interface and schema free JSON documents. Kibana is an open source data visualization plugin for Elasticsearch. It provides visualization capabilities, on top of the content indexed in an Elasticsearch cluster. These are big words, how do we use them? ## Elasticsearch logging We define and log our product’s stories, and their combination creates the product funnel. Stories, are your product split into separated areas and flows. Our product’s stories are defined by the different interactions the product performs: - Interacting websites - publishers - Interacting third party script - advertisers - In-product business logic That sounds great! How does it work? ## Publishers Our publishers want to increase their revenue from video ads. Platform, machine, website performance and framework existence - this data is logged while interacting with the publisher. The Video Autoplay capability is required for an advertisement to be played on a website. Logging and debugging sessions allow us to reproduce non-played video ads. The result is a browsers’ list, which requires a non-regular solution for playing video ads. Publisher and user raw data ## Advertisers Our advertisers’ interest is in displaying noticeable ads. Loading time, malicious behavior, network load and impact on the page style - this data is logged while interacting with the advertiser. Advertisers might be trying to steal the user’s attention, and they do so by hijacking the page’s scroll and forcing sound. This allows them to increase their viewability and noticeability. Logging and debugging sessions let us know how it’s done and which methods are programmatically called. The result is implementing defenses against this kind of malicious behavior. Ad interaction logged events ## In-product business logic Our interest is to keep playing the most profitable ad whenever we can and to reduce calls to the ads server. Interacting with the ads server, ads’ life-cycle and choosing which ad to play - this data is our product’s business logic. Logging and debugging sessions reveal ads' media types which are not supported. The results are improving the mechanism that chooses the next ad to play. Ads lifecycle and metrics ## Conclusion Elasticsearch and Kibana help us analyze and reproduce real life sessions. A glimpse of this was mentioned above. Log new business logic and product’s events is all you need for maintaining your data relevance. Lacking the knowledge of your users’ experience is a liability. Thus reproducing and debugging your users’ sessions in your labs is an asset.   --- ### Fibers from out of (user) space - Hands on URL: https://www.taboola.com/engineering/fibers2/ Last Modified: 2025-01-14 14:37:33 A couple of months ago my team had its first experience working with Java fibers, we needed to make our main application work asynchronously. In this 3 part series, I will share my team’s experience and how we deploy and implement Java fibers in production. In the previous part (Part 1), we talked about what fibers are in high level, how they compare to threads and why we started to explore them. In this part we’ll focus further in-depth about fibers and how they differ from threads, we’ll see how to create fibers, how to work with them, and the basic concepts of how they work. ## Threads vs. Fibers We searched for a reason why not to stay with threads. We researched the costs and performance penalties of working with threads vs. fibers. We wanted to find proof that fibers can work better than threads, or at least shine in some areas. So we did several tests and experiments to try and prove that, mostly on performance and scale. I must say, the research did not yield conclusive results like I wished it did, but instead, it taught us a lot and enabled us to control the behavior of our service via a simple configuration flag. Eventually it really depends on your specific use-case. In our case the performance differences between threads and fibers were minor but we gained a better imperative and more clean code. ## Performance Performance measurement is always a problem to do, because it is based on the conditions of the system it is running on. But let's take a look at a standard benchmark test that does allow us to get a sense of the performance we could get by working with Fibers: The thread ring problem. In the thread ring problem, we create 500 threads (can be any other amount as well), while connecting them in a ring (circle) structure so that the last thread points to the first one. Then, serially we pass a message from one thread to the other, in a circular way, 10,000 times. There are many ways to implement this, here is one example available on GitHub: https://github.com/vy/fiber-test It uses the de-facto framework to measure nano performance on the JVM - JMH. It requires a little tweaking to run, but eventually, here are the results: Environment and plan: - Testing environment, laptop: Thinkpad X1, Core i7-7500U 2.70Ghz (4 cores), Ubuntu 1.64 - 5 Warm Up iterations, 5 executions. Results: - Java Threads: 10.646 ops/s - Fibers: 103.241 ops/s Fibers show improvement of almost x10 in this case, nice, we have a potential here ! ### perf Next thing was to put our newly refactored application under perf to figure out if we gain any improvements in metrics such as branch predictions, CPU utilization, page faults and such. If you are unfamiliar with perf , it is a Swiss-army knife Linux profiler for almost everything. Our refactored application had a flag to set whether to run with fibers or threads. The following shows the differences between the 2 runs. We issued the following command to run perf: perf stat -p 90607 -a sleep 300 Environment and plan: - Testing environment, server: Intel(R) Xeon(R) CPU E5-2630 v4 @ 2.20GHz, CentOS 7.2.1511 - 40 cores - 128gb RAM - Production traffic, +/- 300 QPS - 5 minutes sampling. Results: Method/Metric  cpu-clock (msec)  context-switches  cpu-migrations  page-faults cycles  instructions branches branch-misses  Fibers  2221610.273407  19,480,439  2,957,727  485,777  5,183,396,393,765  5,867,959,049,330  1,211,078,813,490  20,758,136,733  Threads  2076849.036113  19,361,672  3,122,642  468,374  4,826,607,131,964  5,518,275,491,102  1,141,887,811,701  20,030,907,473 The results are not conclusive. One reason for this is the behavior of our application. It suffers from long business logic decisions and methods that consume a lot of CPU and do not block enough for fibers switching. In the parts where they do block, threads are doing similar job, therefore the outcome stays similar. If we reduced the number of threads of the ForkJoinPool (see Part 3) we could have a better ruling in the favor of fibers, but we couldn't due to a large amount of CPU in our code. ## Scale Next was to try and differentiate the amount of threads vs. fibers in an application. So, to demonstrate the burden on the OS when creating thousands of threads vs. the same amount of fibers, we did the following: Lets see what happens when we try to run a small program that creates 100k threads: import java.util.concurrent.TimeUnit; public class Monster extends Thread { public void run () { while (true) { System.out.println("I am monster running on: "+Thread.currentThread().getId()); try { TimeUnit.MILLISECONDS.sleep(100); } catch (InterruptedException e) { e.printStackTrace(); } } public static void main(String[] args) throws Exception { for (int i=0;i<100000;i++) { Monster monster = new Monster(); monster.start(); } } } This is the output you will see when you run it: Java HotSpot(TM) 64-Bit Server VM warning: Attempt to deallocate stack guard pages failed. Exception in thread "main" java.lang.OutOfMemoryError: unable to create new native thread at java.lang.Thread.start0(Native Method) at java.lang.Thread.start(Thread.java:717) at Test1.main(Test1.java:19) Java HotSpot(TM) 64-Bit Server VM warning: Attempt to deallocate stack guard pages failed. Java HotSpot(TM) 64-Bit Server VM warning: INFO: os::commit_memory(0x00007f6493563000, 12288, 0) failed; error='Cannot allocate memory' (errno=12) Oops, It died. It was unable to allocate and create native threads due to memory limitations. Now, let’s write a similar fiber version of this: import co.paralleluniverse.fibers.Fiber; import co.paralleluniverse.fibers.SuspendExecution; import co.paralleluniverse.strands.Strand; import co.paralleluniverse.strands.SuspendableRunnable; public class Monster implements SuspendableRunnable { public void run() throws SuspendExecution, InterruptedException { while (true) { System.out.println("I am monster running on: "+Thread.currentThread().getId()); try { Strand.sleep(100); } catch (InterruptedException e) { e.printStackTrace(); } } } public static void main(String[] args) throws Exception { for (int i=0;i<100000;i++) { new Fiber<Void>(new Monster()).start(); } } } Running the above works like a charm :) Now that we got the sense of what fibers are, in terms of performance and scale, let’s see how to create/work with them... ## Hello world - how do we create a simple fiber? In order to simplify our lives, fibers are implemented in a very similar fashion to Java threads. They have a functional interface, are Runnable like, and are launched/destroyed in the same way. In fact, their implementation in Java is such that both implement a shared class named Strand, that is an abstraction of both a thread and a fiber. This means you can design the system based on Strands, and decide by configuration whether to run on fibers or normal Java threads. At the moment, fibers are used as an external library with intentions to make them part of the JVM (see: Project Loom). Fibers require the code to be instrumented - instrumentation is a method used to inject (patch) bytecode instructions on top of existing classes that Java produces when it compiles sources to bytecode. There are 2 ways to do it: - Via dynamic instrumentation, by adding a -javaagent parameter to the VM parameters - Using static instrumentation, by building the bytecode with instrumentation using build tools such as Ant/Maven So first, to add support for fibers in your project , add the following to your Maven pom.xml: <dependency> <groupId>co.paralleluniverse</groupId> <artifactId>quasar-core</artifactId> <version>0.7.10</version> </dependency> <dependency> <groupId>co.paralleluniverse</groupId> <artifactId>quasar-actors</artifactId> <version>0.7.10</version> </dependency> <dependency> <groupId>co.paralleluniverse</groupId> <artifactId>quasar-galaxy</artifactId> <version>0.7.10</version> </dependency> <dependency> <groupId>co.paralleluniverse</groupId> <artifactId>quasar-reactive-streams</artifactId> <version>0.7.10</version> </dependency> In order to make methods in our code “fiber friendly”, we need to annotate them with the @Suspendable annotation or declare them to throw SuspendExecution. This will tell Quasar what our interruption points are, so that instrumentation will be active. Let’s write a simple fiber that runs a single fiber and calls 2 methods that print some output and sleep: import co.paralleluniverse.fibers.Fiber; import co.paralleluniverse.fibers.SuspendExecution; import co.paralleluniverse.fibers.Suspendable; import co.paralleluniverse.strands.Strand; import java.util.concurrent.TimeUnit; public class Demo1 extends Fiber<Void> { @Suspendable void method1 () throws SuspendExecution, InterruptedException { System.out.println("Hello from method1, run count: "+Fiber.currentFiber().getCurrentRun()); Fiber.sleep(100, TimeUnit.MILLISECONDS); } @Suspendable void method2 () throws SuspendExecution, InterruptedException { System.out.println("Hello from method2, run count: "+Fiber.currentFiber().getCurrentRun()); Fiber.sleep(100, TimeUnit.MILLISECONDS); } @Override protected Void run() throws SuspendExecution, InterruptedException { System.out.println("Running fiber: "+Fiber.currentFiber().getName()); method1(); method2(); return super.run(); } public static void main(String[] args) throws Exception { new Demo1().start(); } } To run it we use the following command: java -classpath . -javaagent:quasar-core-0.7.10.jar -Dco.paralleluniverse.fibers.detectRunawayFibers=false -Dco.paralleluniverse.fibers.verifyInstrumentation=false Demo1 Output: Running fiber: fiber-10000001 Hello from method1, run count: 1 Hello from method2, run count: 2 Process finished with exit code 0 We can see that interruption occurred between method1 and method2, due to the fact that the runCount increased by one on the second print, which implies that a fiber branch selection had occurred. What went on? Why was the run count increased? Here is a step by step tracing: - Fiber is first launched and started. - run method is running. - method1 is being called (run count = 1) - Fiber.sleep is being called, the fiber stops - The fiber scheduler is running and re-schedules this fiber. - run is running again - Instrumentation now jumps to method2 - method2 is being called (run count = 2) - Fiber.sleep is being called, the fiber stops - The fiber scheduler is running and re-schedules this fiber. - Instrumentation now jumps to after method2 - Fiber ends. ## What’s next In this part we got a hold on how to create simple fibers, how they shine in performance and scale (in some scenarios), and how they can help us. In the next part, we’ll deep dive into the structure of fibers, how they work behind the scenes in order to better understand them, and what we learnt when implementing them in production. Continue reading the next part .... Part III - Deeper view Or go to the previous part ... Part I - Overview Please enable JavaScript to view the comments powered by Disqus. Method/Metric  cpu-clock (msec)  context-switches  cpu-migrations  page-faults cycles  instructions branches branch-misses  Fibers  2221610.273407  19,480,439  2,957,727  485,777  5,183,396,393,765  5,867,959,049,330  1,211,078,813,490  20,758,136,733  Threads  2076849.036113  19,361,672  3,122,642  468,374  4,826,607,131,964  5,518,275,491,102  1,141,887,811,701  20,030,907,473  Method/Metric  cpu-clock (msec)  context-switches   cpu-migrations  page-faults  cycles  instructions  branches branch-misses  Fibers  2221610.273407   19,480,439  2,957,727  485,777  5,183,396,393,765  5,867,959,049,330  1,211,078,813,490  20,758,136,733  Threads  2076849.036113   19,361,672  3,122,642  468,374  4,826,607,131,964  5,518,275,491,102 1,141,887,811,701  20,030,907,473 --- ### Fibers from out of (user) space - Deeper view URL: https://www.taboola.com/engineering/fibers3/ Last Modified: 2025-01-14 14:37:33 A couple of months ago my team had its first experience working with Java fibers, we needed to make our main application work asynchronously. In this 3 part series, I will share my team’s experience and how we deploy and implement Java fibers in production. In Part 1 we talked about what fibers are in high level, how they compare to threads and why we started to explore them. In Part 2 we went further in-depth about how fibers differ from threads, how to create fibers, how to work with them and the basic concepts of how they work. In this part, we’ll discuss what's going on under the hood in fibers and deep dive into the implementation of how fibers work and what lessons we learnt during our journey working with them. We will also see how this magic happens... ## Under the hood Fibers are implemented by instrumenting our JVM bytecode instructions, and patching them in order to save and resume state. In order to instrument our code, we have to run our application with Quasar Java agent in the command line: -javaagent:quasar-core-0.7.10.jar The framework uses a ForkJoinPool executor, to run the fibers on a set of limited amount of threads (defaulted to number of cores, but configurable). ForkJoinPool is a form of thread pool that follows the concepts of divide and conquer, and works by stealing algorithms to best utilize the CPU and thread contention costs of the normal ThreadPoolExecutor. It mostly shines in use cases where tasks can be divided to subtasks, such as running fibers code blocks. Internally, it uses internal task queues for each worker thread that lowers the contention on the main executor task queue. Also, it uses a dequeue to lower the synchronization on adding items to the queue and fetching them from the tail in a stack order. The stealing part comes where a worker has ended its job and immediately goes and fetches work from other workers queues. The main benefit of this is to fully utilize the usage of the worker threads in the job cycle. ForkJoinPool is not necessarily better than ThreadPoolExecutor, it depends on the use case, since it has more overhead. If there is a known amount of work that can be evenly distributed, ThreadPoolExecutor is better if work can be divided and re-submitted and should be re-assembled, ForkJoinPool may be a better choice. What does it look like behind the scenes? Let’s take this simple fiber as an example: Fiber f1 = new Fiber(new SuspendableRunnable() { public void run() throws SuspendExecution, InterruptedException { while (true) { System.out.println(Thread.currentThread().getId()+" 1"); Fiber.sleep(100); System.out.println(Thread.currentThread().getId()+" 2"); } } }).start(); Time to dive in and inspect some bytecode. The above snippet translates into the following bytecode: GETSTATIC java/lang/System.out : Ljava/io/PrintStream; NEW java/lang/StringBuilder DUP INVOKESPECIAL java/lang/StringBuilder.<init> ()V INVOKESTATIC java/lang/Thread.currentThread ()Ljava/lang/Thread; INVOKEVIRTUAL java/lang/Thread.getId ()J INVOKEVIRTUAL java/lang/StringBuilder.append (J)Ljava/lang/StringBuilder; LDC " 1" INVOKEVIRTUAL java/lang/StringBuilder.append (Ljava/lang/String;)Ljava/lang/StringBuilder; INVOKEVIRTUAL java/lang/StringBuilder.toString ()Ljava/lang/String; INVOKEVIRTUAL java/io/PrintStream.println (Ljava/lang/String;)V LDC 100 INVOKESTATIC co/paralleluniverse/fibers/Fiber.sleep (J)V GETSTATIC java/lang/System.out : Ljava/io/PrintStream; NEW java/lang/StringBuilder DUP INVOKESPECIAL java/lang/StringBuilder.<init> ()V INVOKESTATIC java/lang/Thread.currentThread ()Ljava/lang/Thread; INVOKEVIRTUAL java/lang/Thread.getId ()J INVOKEVIRTUAL java/lang/StringBuilder.append (J)Ljava/lang/StringBuilder; LDC " 2" INVOKEVIRTUAL java/lang/StringBuilder.append (Ljava/lang/String;)Ljava/lang/StringBuilder; INVOKEVIRTUAL java/lang/StringBuilder.toString ()Ljava/lang/String; INVOKEVIRTUAL java/io/PrintStream.println (Ljava/lang/String;)V LDC 100 INVOKESTATIC co/paralleluniverse/fibers/Fiber.sleep (J)V Now, let’s have a look what the Quasar agent does to that code bytecode after instrumentation: @Lco/paralleluniverse/fibers/Instrumented;(methodOptimized=false, methodStart=39, methodEnd=42, suspendableCallSites={40, 42}, suspendableCallSiteNames={"co/paralleluniverse/fibers/Fiber.sleep(J)V"}, suspendableCallSitesOffsetsAfterInstr={106, 164}) TRYCATCHBLOCK L0 L1 L2 co/paralleluniverse/fibers/SuspendExecution TRYCATCHBLOCK L0 L1 L2 co/paralleluniverse/fibers/RuntimeSuspendExecution TRYCATCHBLOCK L0 L1 L1 null ACONST_NULL ASTORE 3 INVOKESTATIC co/paralleluniverse/fibers/Stack.getStack ()Lco/paralleluniverse/fibers/Stack; DUP ASTORE 1 IFNULL L0 ALOAD 1 ICONST_1 ISTORE 2 INVOKEVIRTUAL co/paralleluniverse/fibers/Stack.nextMethodEntry ()I TABLESWITCH 1: L3 2: L4 default: L5 L5 FRAME FULL [] ALOAD 1 INVOKEVIRTUAL co/paralleluniverse/fibers/Stack.isFirstInStackOrPushed ()Z IFNE L0 ACONST_NULL ASTORE 1 L0 FRAME FULL [] ICONST_0 ISTORE 2 L6 FRAME FULL [] GETSTATIC java/lang/System.out : Ljava/io/PrintStream; NEW java/lang/StringBuilder DUP INVOKESPECIAL java/lang/StringBuilder.<init> ()V INVOKESTATIC java/lang/Thread.currentThread ()Ljava/lang/Thread; INVOKEVIRTUAL java/lang/Thread.getId ()J INVOKEVIRTUAL java/lang/StringBuilder.append (J)Ljava/lang/StringBuilder; LDC " 1" INVOKEVIRTUAL java/lang/StringBuilder.append (Ljava/lang/String;)Ljava/lang/StringBuilder; INVOKEVIRTUAL java/lang/StringBuilder.toString ()Ljava/lang/String; INVOKEVIRTUAL java/io/PrintStream.println (Ljava/lang/String;)V LDC 100 ALOAD 1 IFNULL L7 ALOAD 1 ICONST_1 ICONST_1 INVOKEVIRTUAL co/paralleluniverse/fibers/Stack.pushMethod (II)V ALOAD 1 ICONST_0 INVOKESTATIC co/paralleluniverse/fibers/Stack.push (JLco/paralleluniverse/fibers/Stack;I)V ICONST_0 ISTORE 2 L3 FRAME FULL [] ALOAD 1 ICONST_0 INVOKEVIRTUAL co/paralleluniverse/fibers/Stack.getLong (I)J L7 FRAME FULL INVOKESTATIC co/paralleluniverse/fibers/Fiber.sleep (J)V GETSTATIC java/lang/System.out : Ljava/io/PrintStream; NEW java/lang/StringBuilder DUP INVOKESPECIAL java/lang/StringBuilder.<init> ()V INVOKESTATIC java/lang/Thread.currentThread ()Ljava/lang/Thread; INVOKEVIRTUAL java/lang/Thread.getId ()J INVOKEVIRTUAL java/lang/StringBuilder.append (J)Ljava/lang/StringBuilder; LDC " 2" INVOKEVIRTUAL java/lang/StringBuilder.append (Ljava/lang/String;)Ljava/lang/StringBuilder; INVOKEVIRTUAL java/lang/StringBuilder.toString ()Ljava/lang/String; INVOKEVIRTUAL java/io/PrintStream.println (Ljava/lang/String;)V LDC 100 ALOAD 1 IFNULL L8 ALOAD 1 ICONST_2 ICONST_1 INVOKEVIRTUAL co/paralleluniverse/fibers/Stack.pushMethod (II)V ALOAD 1 ICONST_0 INVOKESTATIC co/paralleluniverse/fibers/Stack.push (JLco/paralleluniverse/fibers/Stack;I)V ICONST_0 ISTORE 2 L4 FRAME FULL [] ALOAD 1 ICONST_0 INVOKEVIRTUAL co/paralleluniverse/fibers/Stack.getLong (I)J L8 FRAME FULL INVOKESTATIC co/paralleluniverse/fibers/Fiber.sleep (J)V GOTO L6 L1 FRAME FULL ALOAD 1 IFNULL L2 ALOAD 1 ICONST_0 INVOKEVIRTUAL co/paralleluniverse/fibers/Stack.popMethod (I)V L2 FRAME FULL ATHROW After instrumentation, we take the resulting bytecode and decompile it, in order to make it more readable: @Instrumented static final class QuasarTest1$2 implements SuspendableRunnable { @Instrumented(methodOptimized = false, methodStart = 46, methodEnd = 49, suspendableCallSites = { 47, 49 }, suspendableCallSiteNames = { "co/paralleluniverse/fibers/Fiber.sleep(J)V" }, suspendableCallSitesOffsetsAfterInstr = { 106, 164 }) public void run() throws SuspendExecution, InterruptedException { Label_0158: { Stack stack; if ((stack = Stack.getStack()) != null) { switch (stack.nextMethodEntry()) { default: { if (!stack.isFirstInStackOrPushed()) { stack = null; break; } break; } case 1: { break Label_0159; } case 2: { break Label_0160; } } } try { while (true) { System.out.println(Thread.currentThread().getId() + " 1"); final long n = 100L; if (stack != null) { stack.pushMethod(1, 1); Stack.push(n, stack, 0); stack.getLong(0); } Fiber.sleep(n); Label_0159: System.out.println(Thread.currentThread().getId() + " 2"); final long n2 = 100L; if (stack != null) { stack.pushMethod(2, 1); Stack.push(n2, stack, 0); stack.getLong(0); } Fiber.sleep(n2); Label_0160: } } catch (SuspendExecution suspendExecution) {} catch (RuntimeSuspendExecution runtimeSuspendExecution) { throw runtimeSuspendExecution; } finally { if (loadexception(java.lang.Throwable.class) == null) { throw; } stack.popMethod(0); } } } } We can see that the decompilation gives us hints of what’s going on, even though it’s a best effort decompilation and not accurate. Analyzing the bytecode, points out that there is a decision at the beginning of the method to make a jump into injected labels in the code according to the state we are in. TABLESWITCH 1: L3 2: L4 default: L5 L5 We can see that L3 is defined near the first sleep, and L4 is defined near the second sleep. The injected push calls in the decompiled code, suggest that during the method the Quasar framework is being told where we are currently in the method, before throwing an exception to quit it. Quasar uses a special internal SuspensionException in order to escape coding blocks. Indeed, each time the code runs it is being interrupted in calls to methods that are marked as @Suspended. Quasar stores the index and run count and all the stack variables, and frames in the current position so that it can resume at the exact place after the interruption triggers. ## Lessons learned 1. Adding fibers took some time but was worth it. It was mostly built from adding @Suspendable annotations to the relevant methods in the code and stabilize the application. On the way there were few challenges, there can be external libraries or dependencies that can cause problems because they may not be 100% compatible with fibers, however, most of the time it’s possible to overcome this. The transition was quite smooth in terms of code refactoring, no major changes to code were taken except adding the @Suspendable annotations. 2. During the development phase several issues were revealed. After trying to launch a server, suddenly, strange NullPointerException exceptions started to be thrown into our log files, they appeared in places where they really shouldn’t and for no good reason. Investigation had come up with the understanding that some methods in key places were not marked as @Suspendable which caused this shady behavior to happen. Key things to remember are, first, run your application with the following VM parameter in order to verify correctness instrumentation of your code: -Dco.paralleluniverse.fibers.verifyInstrumentation=true , this will try to figure out all the places that are missing @Suspendable annotations. Be aware that this flag not always 100% detects the missing pieces. Second, it is important to annotate interfaces too, if you have a class that inherits from an interface, and you mark some method in it as @Suspendable, also mark its sibling method inside the interface definition. 3. If you are using ReentrantLocks and conditions, even though they have a corresponded fibers version it is highly advised to define your condition as: AbstractQueuedSynchronizer.ConditionObject condition = (AbstractQueuedSynchronizer.ConditionObject)locker.newCondition() Otherwise, you may get some serious strange errors due to the fact the Condition interface is not @Suspendable annotated. 4. Memory leaks pitfalls. Even though ThreadLocals are managed by fibers and transparent to them, there could be some glitches mostly in external libraries. For example, this happened with Netty. Our application is using gRPC heavily, gRPC is using netty IO underneath, the library uses a memory/bytes thread pool cache to maintain fast memory and avoid GC overhead. A ThreadDeathWatcher class expects running threads to be killed and then remove them from an internal watch list. This isn’t happening under fibers where the main ForkJoinPool engine threads are always running, which will eventually cause a memory leak from a huge ArrayList that contains many ThreadDeatchWatcher instances. 5. Define the correct amount of parallelism for the ForkJoinPool by specifying the VM parameter: -Dco.paralleluniverse.fibers.DefaultFiberPool.parallelism=XXX, by default the number of cores in the system will be used, but sometimes, that is not enough. You need to measure it and play with the numbers. 6. Monitor. Fibers expose JMX metrics, so you can monitor the ForkJoinPool queues, number of fibers running on the system and much more. You can possibly also address the default ForkJoin queues and monitor their waiting queues, for example: int poolSize = ((MonitoredForkJoinPool)DefaultFiberScheduler.getInstance().getExecutor()).getPoolSize(); long qsize = ((MonitoredForkJoinPool)DefaultFiberScheduler.getInstance().getExecutor()).getQueuedSubmissionCount(); 7. Spurious Wakeups – are known behavior in threads synchronization mechanism that states that a waiting thread in a wait state, may wake up from it’s blocking state due a spurious wakeup not necessarily fired from a notify event. The reasons for that to happen are mostly due to the fact how POSIX/Win32 system blocking calls are implemented and their sensitivity to signal processing. Because of this, LockSupport.park() / LockSupport.unpark() must be used in a loop and check a condition to verify that a real change in a condition happened and not a spurious wakeup. The same goes with Fibers, however, the story with them is a little bit different, since they run in ForkJoinPool, lags may occur between calling the park() to the time they really parks, this must be checked if unpark() is called before a fiber was parked can lead the system to a deadlock. ## Summary and conclusions I hope you got a valuable glimpse into fibers and their power. There are more technical challenges and things to improve. The library is maintained in GitHub and has active contributors. The latest version 0.8.0 is required, and only runs on JVM 11, the latest for Java 8 is 0.7.10. It is planed to be part of the JVM (see Project Loom). Moving our main bidding infrastructure to work with fibers enabled us to make our code more readable, easier to maintain, and drove us to add new asynchronous capabilities in a relatively low complexity. The costs and efforts where not huge, and the modifications to the code did not require crazy refactoring, this is because of the imperative way fibers are designed. However, you should measure everything and keep track of abnormal behavior that fibers might yield when using less compatible libraries - that will be known only after trial and error. In terms of performance when comparing to threads - well, here to be honest I had more hopes, we really liked the technology and we wished it could bring also performance improvements out of the box, sadly it wasn't so clear to us and the fight against threads could be declared as a tie. ## References JMH - https://openjdk.java.net/projects/code-tools/jmh/ Fibers performance tests - https://github.com/vy/fiber-test Quasar - http://docs.paralleluniverse.co/quasar/ Project loom - https://openjdk.java.net/projects/loom/ Vert.x - https://vertx.io/docs/vertx-sync/java/ Akka - https://akka.io/ ForkJoinPool - http://gee.cs.oswego.edu/dl/papers/fj.pdf , http://www.h-online.com/developer/features/The-fork-join-framework-in-Java-7-1762357.html Kilim - https://github.com/kilim/kilim Spurious Wakeups - https://en.wikipedia.org/wiki/Spurious_wakeup Java Threads Memory - https://www.oracle.com/technetwork/java/hotspotfaq-138619.html Go to the previous part ... ### Part II - Hands on Please enable JavaScript to view the comments powered by Disqus. --- ### The Story of a Bad Train-Test Split URL: https://www.taboola.com/engineering/story-of-bad-train-test-split/ Last Modified: 2025-01-14 14:37:33 About a year ago we incorporated a new type of feature into one of our models used for recommending content items to our users. I’m talking about the thumbnail of the content item: Up until that point we used the item’s title and metadata features. The title is easier to work with compared to the thumbnail - machine learning wise. Our model has matured and it was time to add the thumbnail to the party. This decision was the first step towards a horrible bias introduced into our train-test split procedure. Let me unfold the story... ## Setting the scene From our experience it’s hard to incorporate multiple types of features into a unified model. So we decided to take baby steps, and add the thumbnail to a model that uses only one feature - the title. There’s one thing you need to take into account when working with these two features, and that’s data leakage. When working with the title only, you can naively split your dataset into train-test randomly - after removing items with the same title. However, you can’t apply random split when you work with both the title and the thumbnail. That’s because many items share the same thumbnail or title. Stock photos are a good example for shared thumbnails across different items. Thus, a model that memorizes titles/thumbnails it encountered in the training set might have a good performance on the test set, while not doing a good job at generalization. The solution? We should split the dataset so that each thumbnail appears either in train or test, but not both. Same goes for the title. ## First attempt Well, that sounds simple. Let’s start with the simplest implementation. We’ll mark all the rows in the dataset as “train”. Then, we’ll iteratively convert rows into “test” until we get the desired split, let’s say 80%-20%. How is the conversion done? At each step of the loop we’ll pick a random “train” row and mark it for conversion. Before converting, we’ll inspect all of the rows that have the same title/thumbnail, and mark them as well. We’ll continue doing so until there are no more rows that we can mark. Finally, we’ll convert the marked group into “test”. ## And then things escalated At first sight nothing seems wrong with the naive solution. Each thumbnail/title appears either in train or in test. So what seems to be the problem? First I’ll show you the symptoms of the problem. In order to be able to compare the title-only model to the model that also uses the thumbnail, we used the new split for the title-only model too. It shouldn’t really make an impact on it’s performance, right? But then we got the following results: In the top row we see what we already know: the title-only model has higher accuracy on train set, and accuracy isn’t significantly affected by the ratio of the split. The problem pops up in the bottom row, where we apply the new split method. We expected to see similar results, but the title-only model was better on test. What?.... It shouldn’t be like that. Additionally, the performance is greatly affected by the ratio. Something is suspicious… ## So where does the problem lurk? You can think of our dataset as a bipartite graph, where one side is the thumbnails, and the other is the titles. There is an edge between a thumbnail and a title if there is an item with that thumbnail and title. What we effectively did in our new split is making sure each connected component resides in its entirety either in train or test set. It turns out that the split is biased. It tends to select big components for the test set. Say the test set should contain 15% of the rows. You’d expect it to contain 15% of the components, but what we got was 4%. ## Second try What was the problem with what we did? When you randomly sample a row, the probability of getting a row from a specific component is proportional to the component’s size. Therefore, the test set ended up with a small number of big components. It may be counterintuitive, but here’s a code snippet you can try to experience it yourself: import numpy as np import matplotlib.pyplot as plt def train_test_split(component_sizes, test_size): train = component_sizes test = [] while sum(test) < test_size: convert = np.random.choice(range(len(train)), p=train.astype('float') / sum(train)) test.append(train) train = np.delete(train, convert) return train, test component_sizes = np.array(range(1, 10000)) test_size = int(sum(component_sizes) * 0.5) train, test = train_test_split(component_sizes, test_size) plt.hist(, label=, bins=30) plt.title('Distribution of sizes of components', fontsize=20) plt.xlabel('component size', fontsize=16) plt.legend(fontsize=14) The components size distribution is different between the train and test set. Now that we formalized better what we were doing by means of bipartite graph, we can implement the split by randomly sampling connected components, instead of randomly sampling rows. Doing so, each component gets the same probability of being selected for the test set. ## Key takeaway The way you split your dataset into train-test is crucial for the research phase of a project. While researching, you spend a significant amount of your time on looking at the performance over the test set. It’s not always straightforward to construct the test set so that it’s representative of what happens at inference time. Take for example the task of recommending an item to a user: you can either recommend a completely new item or an item that has been shown to other users in the past. Both are important. In order to understand how the model is doing offline in the research phase, you’ll have to construct a test set that contains both completely new items, and items that appear in the train set. What is the right proportion? Hard to say… I guess it can be a topic for another post on another day :) --- ### Predicting Probability Distributions Using Neural Networks URL: https://www.taboola.com/engineering/predicting-probability-distributions-using-neural-networks/ Last Modified: 2025-01-14 14:37:34 If you’ve been following our tech blog lately, you might have noticed we’re using a special type of neural networks called Mixture Density Network (MDN). MDNs do not only predict the expected value of a target, but also the underlying probability distribution. This blogpost will focus on how to implement such a model using Tensorflow, from the ground up, including explanations, diagrams and a Jupyter notebook with the entire source code. ## What are MDNs and why are they useful? Real life data is noisy. While quite irritating, that noise is meaningful, as it gives a wider perspective of the origins of the data. The target value can have different levels of noise depending on the input, and this can have a major impact on our understanding of the data. This is better explained with an example. Assume the following quadratic function:   Given x as input, we have a deterministic output f(x). Now, let’s turn this function into a more interesting (and realistic) function: we’ll add some normally distributed noise to f(x). This noise will increase as x increases. We’ll call the new function g(x), which formally equals to g(x) = f(x) + ?(x), where ?(x) is a normal random variable. Let’s sample g(x) for different x values:     The purple line represents the noiseless function f(x), and we can easily see the increase in the added noise. Let’s inspect the cases where x = 1 and x = 5. For both these values, f(x) = 4, and so 4 is a reasonable value g(x) can take. Is 4.5 a reasonable prediction for g(x) as well? The answer is clearly no. While 4.5 seems to be a reasonable value for x = 5, we cannot accept it as a valid value for g(x) when x = 1. If our model simply learns to predict y’(x) = f(x), this valuable information will be lost. What we actually need here is a model capable of predicting y’(x) = g(x). And this is exactly what an MDN does. The concept of MDN was invented by Christopher Bishop in 1994. His original paper explains the concept quite well, but it dates back to the prehistoric era when neural networks weren’t as common as they are today. Therefore, it lacks the hands-on part of how to actually implement one. And so this is exactly what we’re going to do now. ## Let’s get it started Let’s start with a simple neural network which only learns f(x) from the noisy dataset. We’ll use 3 hidden dense layers, each with 12 nodes, looking something like this: We’ll use Mean Square Error as the loss function. Let's code this in Tensorflow:   x = tf.placeholder(name='x',shape=(None,1),dtype=tf.float32) layer = x for _ in range(3): layer = tf.layers.dense(inputs=layer, units=12, activation=tf.nn.tanh) output = tf.layers.dense(inputs=layer, units=1)   After training, the output looks like this:   We see the network successfully learnt f(x). Now all that’s missing is an estimation of the noise. Let’s modify the network to get this additional piece of information.   ## Going MDN We will keep on using the same network we just designed, but we'll alter two things: - The output layer will have two nodes rather than one, and we will name these mu and sigma - We’ll use a different loss function Now our network looks like this:   Let’s code it: x = tf.placeholder(name='x',shape=(None,1),dtype=tf.float32) layer = x for _ in range(3): layer = tf.layers.dense(inputs=layer, units=12, activation=tf.nn.tanh) mu = tf.layers.dense(inputs=layer, units=1) sigma = tf.layers.dense(inputs=layer, units=1,activation=lambda x: tf.nn.elu(x) + 1)   Let’s take a second to understand the activation function of sigma - remember that by definition, the standard deviation of any distribution is a non-negative number. The Exponential Linear Unit (ELU), defined as:   yields -1 as it lowest value, and so ELU+1 will always be non-negative. Does it have to be ELU? No, any function that always yields a non-negative output will do - for example, the absolute value of sigma. ELU simply seems to be doing a better job. Next, we need to adjust our loss function. Let’s try to understand what exactly we are looking for now. Our new output layer gives us the parameters of a normal distribution. This distribution should be able to describe the data generated by sampling g(x). How can we measure it? We can, for example, create a normal distribution from the output, and maximize the probability of sampling our target values from it. Mathematically speaking, we would like to maximize the values of the probability density function (PDF) of the normal distribution for our entire dataset. Equivalently, we can minimize the negative logarithm of the PDF:     We can see that the loss function is differentiable with respect to both ? and ?. You’ll be surprised by how easy it is to code: dist = tf.distributions.Normal(loc=mu, scale=sigma) loss = tf.reduce_mean(-dist.log_prob(y))   And that’s about it. After training the model, we can see that it did indeed pick up on g(x):   In the plot above, the blue lines and dots represent the actual standard deviation and mean used to generate the data, while the red lines and dots represent the same values predicted by the network for unseen x values. Great success! ## ## Next steps We’ve seen how predict a simple normal distribution - but needless to say, MDNs can be far more general - we can predict completely different distributions, or even a combination of several different distributions. All you need to do is make sure to have an output node for each parameter of the distribution’s variables, and validate that the distribution’s PDF is differentiable. I can only encourage you to try and predict even more complex distributions - use the notebook supplied with this post, and change the code, or try your new skills on real life data! May the odds be ever in your favor. --- ### How Azure Data Explorer Helped Us Make Sense of 1M Log Lines per Second URL: https://www.taboola.com/engineering/azure-data-explorer-helped-us-make-sense-1m-log-lines-per-second/ Last Modified: 2025-01-14 14:37:34 As VP of IT at Taboola, my teams and I are overwhelmed with logs, pinned down by the rate and volume of them. The job of the Production Site Reliability Engineering (SRE) team in Taboola is to keep the technology running smoothly and bring in as many insights as we can from the system, making sure that any and every technical issue (that isn't self healing or contained) is dealt with quickly. We also support this torrent of incoming data to make sure that any insights that can be gleaned from this data are found. With over 1B users discovering what’s interesting and new through the Taboola Feed, we can't drop the ball or stop thinking about our logs, log management, where to store them and how to process them. This is the challenge of processing over one million lines of logs every second. To address this challenge, we engaged with the Azure Data Explorer and after the first very simple demo, it was clear to us that this technology had something unique to it, something new to the mix of storing, indexing and exploring data. We decided to test the Azure Data Explorer to see if there is a quick win. It was clear that we need to get a full day of logs into the system, not just a sample of data to see how fast it can provide us with insights and moreover, to understand if the Azure Data Explorer can ingest the data. Once we shipped one day of logs into Azure, it was clear that the insights that we can run are far and fast reaching. Machine learning? No problem. More days of data? Easy. Scale? Done. Now we can can keep our eyes on the ball. In our case, the ball is business SLA and improving the time to resolve problems. Working with our partners, we were able to get many of our logs written directly to Azure Storage so that the ingress of data was solved without any heavy lifting. The ability to ship logs directly from the CDN (and other SaaS providers) was easily done through a configuration setting. Sending logs from our on-prem servers proved to be straightforward coding. On top of that, as ingress networking is free, cost was not an issue. The data import into Azure Data Explorer was the next phase, this is a short configuration that brings all the data in. Retention policy, and access to the data are also simple configurations. With minimal coding, and mostly configurations, it was a fast path from raw logs to data insights and clear results. Working with Azure Data Explorer we were able to get fast answers to in depth queries on the data. The dashboards made sense of a lot of data with a faster update time and an intuitive UI. Furthermore, we were able to democratize the access to the data -- anyone with a need to access the data can find what they need and make it work for them. The path to scale comes not only in the ability to store, index and report vast amounts of data, but also on the ability to provide Taboola employees fast and easy access to it. The more people working on the data, the more that is accomplished. On the cost management side, the ability to provide unrestricted queries to my users without looking at the cost of each data scan is liberating. We can now have as many employees as we need access the data and not worry about the bill for each query they run. The cost of running the system on Azure has proven to have a lower TCO than our on-prem log management system. Helping us to focus on what's important, also brought added benefits of time better spent on the business impact of the SRE teams. --- ### How We Stopped Being Afraid of 3rd Party Scripts URL: https://www.taboola.com/engineering/stopped-afraid-3rd-party-scripts/ Last Modified: 2025-01-14 14:37:34 The web is full of third-party scripts. Sites use them for ads, analytics, retargeting, and more. But this isn’t always the whole story. Scripts are unpredictable, they execute code, but you don’t know what this code actually does. With Taboola’s advertising video player solution, we struggle with 3rd party scripts daily. Working with different advertisers has exposed us to a variety of malicious behavior: sound violations, auto scroll and change page DOM are just some of them. In this post we’ll take a closer look at how we detect sound violations.   ### Steer clear of 3rd party script risks A sound violation is a state in which the video plays sound without user interaction. Several advertisers do this, to ensure that the user will notice their ads. We struggled with this often and received lots of complaints from publishers. Sound violations should be prevented by the video player, but often aren’t. The main challenge is to be the first to detect them. The passive approach is to wait for the publisher to complain. A different approach is to leave your computer and speaker on, and hope to hear sound from video. We chose the proactive approach - be the first to discover your “weak spots”. We decided to develop a framework to test and detect malicious advertisers’ behavior. Our first goal was to detect sound violations before the publisher.   ### Why Selenium is not your best friend Our first framework was based on Selenium, the most popular automation tool in the industry, which is also used in Taboola. Yet, Selenium did not suit our needs. Let me explain why... Selenium was running tests on Chrome 46, while Chrome 60 was the latest version. Also, Selenium was not intuitive - each test was a struggle. Finally, we had issues with installing Selenium on both Mac and Windows.   ### All you need is Node Our conclusion was that Selenium did not suit our needs. So, we decided to characterize and develop a testing framework on our own, and chose to base our solution on Node.js. Why Node? With the help of some Node libraries, any browser can be controlled and debug. We use chrome-remote-interface, child_process, sendmail, and more. All installed using npm and regularly maintained.   ### Be proactive - DIY The first mission was to inspect and debug the most popular browsers, CDP (Chrome DevTools Protocol) is the best solution for debugging. CDP is an API for both Chrome and Safari. It’s installed using NPM, intuitive and easy to maintain. CDP allows you to control every browser aspect - DOM inspecting, network monitoring, load extensions, are examples of CDP’s abilities. It enables you to share user experience, and improve it as much as possible. The second phase was deciding on the testing environment. Remote iOS debugging is not available on Windows, so we decided on Mac Mini as our debugging machine. We needed to install Chrome, Xcode, and a real Android mobile device. By executing command line scripts, we could control browsers on all platforms. The last step was remote launching our testing environment. We set Mac Mini to act as a TeamCity agent. We created a project on TeamCity, which runs every day and operates the agent. In the end, this is what the framework looks like:   ### Sound violation fighters Now comes the best part, we were ready to develop a test to detect sound violations. CDP does not provide info about sound playing in tab. Luckily enough, sound can be detected by Chrome extensions. Developing an extension, which listens to changes in a page’s audible state, is very easy. The extension will trigger an event when the ad’s sound is changed from mute to unmute. Here is a simple example of an extension that detects sound playing tabs: Once we were done with the test, we were able to run ~1000 web pages everyday. Playing different videos from a variety of advertisers, sampling for sound violation. When the sampling is finished, team members receive a full report about exposed sound violations.   ## The sound of silence We are able to stay one step ahead of malicious 3rd party scripts, and overcome issues before our publishers find out about them. We have since developed more tests like this, and we can track more data about advertisers’ behaviors. As a result of being proactive, we have been able to catch almost every sound violation occurring in our video player. In the beginning we caught around 10 ads in every sample. Now, we have decreased that to 1 or none per sample. Today we can also watch network activity and trace large video files, and we try to decrease page load time and CPU usage. How can everyone benefit from a proactive framework? You can use it for E2E and feature tests. You have all major browsers connected, with the ability to test them. Write some simple tests, throw in some case studies, and you have full coverage of your code using only Node. Currently we use it for E2E and sanity tests on Chrome, iOS and Android - it has reduced QA test time for new versions by half. Being proactive and developing a customized framework has made our work life much easier. We improved our user experience and relationships with partners. We are able to develop a bug-free (as much as possible, we are human after all) advertising video player. Being proactive has placed us as one of the best video players in the industry. --- ### How to Engineer Your Way Out of Slow Models URL: https://www.taboola.com/engineering/engineer-way-slow-models/ Last Modified: 2025-01-14 14:37:34 So you just finished designing that great neural network architecture of yours. It has a blazing number of 300 fully connected layers interleaved with 200 convolutional layers with 20 channels each, where the result is fed as the seed of a glorious bidirectional stacked LSTM with a pinch of attention. After training you get an accuracy of 99.99%, and you’re ready to ship it to production. But then you realize the production constraints won’t allow you to run inference using this beast. You need the inference to be done in under 200 milliseconds. In other words, you need to chop off half of the layers, give up on using convolutions, and let’s not get started about the costly LSTM… If only you could make that amazing model faster! #  Sometimes you can Here at Taboola we did it. Well, not exactly… Let me explain. One of our models has to predict CTR (Click Through Rate) of an item, or in other words - the probability the user will like an article recommendation and click on it. The model has multiple modalities as input, each goes through a different transformation. Some of them are: - categorical features: these are embedded into a dense representation - image: the pixels are passed through convolutional and fully connected layers - text: after being tokenized, the text is passed through a LSTM which is followed by self attention These processed modalities are then passed through fully connected layers in order to learn the interactions between the modalities, and finally, they are passed through a MDN layer. As you can imagine, this model is slow. We decided to insist on the predictive power of the model, instead of trimming components, and came up with an engineering solution. # Cache me if you can Let’s focus on the image component. The output of this component is a learned representation of the image. In other words, given an image, the image component outputs an embedding. The model is deterministic, so given the same image will result with the same embedding. This is costly, so we can cache it. Let me elaborate on how we implemented it. # The architecture (of the cache, not the model) - We used a Cassandra database as the cache which maps an image URL to its embedding. - The service which queries Cassandra is called EmbArk (Embedding Archive, misspelled of course). It’s a gRPC server which gets an image URL from a client and retrieves the embedding from Cassandra. On cache miss EmbArk sends an async request to embed that image. Why async? Because we need EmbArk to respond with the result as fast as it can. Given it can’t wait for the image to be embedded, it returns a special OOV (Out Of Vocabulary) embedding. - The async mechanism we chose to use is Kafka - a streaming platform used as a message queue. - The next link is KFC (Kafka Frontend Client) - a Kafka consumer we implemented to pass messages synchronously to the embedding service, and save the resulting embeddings in Cassandra. - The embedding service is called Retina. It gets an image URL from KFC, downloads it, preprocesses it, and evaluates the convolutional layers to get the final embedding. - The load balancing of all the components is done using Linkerd. - EmbArk, KFC, Retina and Linkerd run inside Docker, and they are orchestrated by Nomad. This allows us to easily scale each component as we see fit. This architecture was initially used for images. After proving its worth, we decided to use it for other components as well, such as text. EmbArk proved to be a nice solution for transfer learning too. Let’s say we believe the content of the image has a good signal for predicting CTR. Thus, a model trained for classifying the object in an image such as Inception would be valuable for our needs. We can load Inception into Retina, tell the model we intend to train that we want to use Inception embedding, and that’s it. Not only that the inference time was improved, but also the training process. This is possible only when we don’t want to train end to end, since gradients can’t backpropagate through EmbArk. So whenever you use a model in production you should use EmbArk, right? Well, not always… # Caveats There are three pretty strict assumptions here. ### 1. OOV embedding for new inputs is not a big deal It doesn’t hurt us that the first time we see an image we won’t have its embedding. In our production system it’s ok, since CTR is evaluated multiple times for the same item during a short period of time. We create lists of items we want to recommend every few minutes, so even if an item won’t make it into the list because of non optimal CTR prediction, it will in the next cycle. ### 2. The rate of new inputs is low It’s true that in Taboola we get lots of new items all the time. But relative to the number of inferences we need to perform for already known items are not that much. ### 3. Embeddings don’t change frequently Since the embeddings are cached, we count on the fact they don’t change over time. If they do, we’ll need to perform cache invalidation, and recalculate the embeddings using Retina. If this would happen a lot we would lose the advantage of the architecture. For cases such as inception or language modeling, this assumption holds, since semantics don’t change significantly over time. # Some final thoughts Sometimes using state of the art models can be problematic due to their computational demands. By caching intermediate results (embeddings) we were able to overcome this challenge, and still enjoy state of the art results. This solution isn’t right for everyone, but if the three aforementioned assumptions hold for your application, you could consider using a similar architecture. By using a microservices paradigm, other teams in the company were able to use EmbArk for needs other than CTR prediction. One team for instance used EmbArk to get image and text embeddings for detecting duplicates across different items. But I’ll leave that story for another post... --- ### How I Resolved Delays in Kafka Messages by Prioritizing Kafka Topics URL: https://www.taboola.com/engineering/resolved-delays-kafka-messages-prioritizing-kafka-topics/ Last Modified: 2025-01-14 14:37:34 As a team member in the Scale Performance Data group of Taboola’s R&D, I had the opportunity to develop a mechanism which prioritizes the consumption of Kafka topics. I did so to tackle a challenge we had of handling messages that are being sent from hundreds of frontend servers around the world by our time-series based backend servers. In this post, I will focus on three things. - Why we needed such a mechanism - the problem - Code snippets showing how I put said mechanism in place - the solution - Issues I faced with Kafka - bumpers on the way to the solution Prerequisites Assume you have basic knowledge in: - Java multithreading multithreading in Java - Kafka ### Data coming from all over the world needs to be divided by minutes Taboola has a few hundred frontend servers. They serve more than half a million requests per minute – and this number grows steadily. The frontend servers send data to our backend servers using Kafka, this data is aggregated and analyzed by our backend servers. The backend servers need to have the data arranged by minutes before they can analyze it. ### Things might get complicated when dealing with big data Imagine the next scenario, we have a problem in some data center (packet lost, Kafka issues, maintenance, etc.). As a result, messages from that DC arrive to the backend server in delay. Meanwhile, messages from other DCs arrive on time. We never finish to consume all the messages of “old” minutes, but we keep opening more and more “new” minutes. The analysis server can’t process the folders, while they are in this “standby” mode. Eventually, memory is filled up and new messages can’t be consumed from Kafka. Another reason such a gap may occur, is that our topics are of different message types. Some types are lighter and faster to consume than others. We wanted to consume messages with a maximal gap of a few minutes. That way we prevent opening new buckets before closing old ones. In other words, only after all the messages from “old” minutes are consumed, will messages from “new” minutes be consumed. ### Which solution we decided to implement We decided to develop a mechanism to prioritize the consumption of Kafka topics. Such a mechanism will check if we want to process a message that was consumed from Kafka, or hold the processing for later. Using the graph below, I will describe what I am expecting the consumption of messages from Kafka to be like. ### What was the expected result The next graph shows a metric that measures every time a message is consumed from a Kafka broker. Each line represents a Kafka consumer. We measure the gap between the current time and the time that the message was sent from the frontend server (as explained above). For example, a gap of 10 hours means that we are now processing a message that was produced in the frontend server 10 hours ago. Usually and ideally, this gap should be a few minutes. Before turning prioritization on, some topics are consumed faster than others. This causes some topics to close the gap faster than others (to the right of the yellow arrow). Our mechanism should prioritize the tardy topics. Such that it will make the preliminary ones to wait (to the right of the red arrow). You can see that the gap of preliminary ones is steady (horizontal line) until tardy topics narrow the gap. ### How do we get where we want to be? ### Blocking Kafka topics we don’t want to process right now We map between the partitions and Booleans, which blocks the consuming of each partition if necessary, topicPartitionLocks. Blocking the preliminary ones, while continuing to consume from the tardy ones, creates prioritization of topics. A TimerTask updates this map and our consumers check if they are “allowed” to consume or have to wait – as you can see in the method waitForLatePartitionIfNeeded. ##### Prioritizer class public class Prioritizer extends TimerTask { private Map<String, Boolean> topicPartitionLocks = new ConcurrentHashMap<>(); private Map<String, Long> topicPartitionLatestTimestamps = new ConcurrentHashMap<>(); @Override public void run(){ updateTopicPartitionLocks(); } private void updateTopicPartitionLocks() { Optional<Long> minValue = topicPartitionLatestTimestamps.values().stream().min((o1, o2) -> (int) (o1 - o2)); if(! minValue.isPresent()) { return; } Iterator it = topicPartitionLatestTimestamps.entrySet().iterator(); while (it.hasNext()) { Boolean shouldLock = false; Map.Entry<String, Long> pair = (Map.Entry)it.next(); String topicPartition = pair.getKey(); if(pair.getValue() > (minValue.get() + maxGap)) { shouldLock = true; if(isSameTopicAsMinPartition(minValue.get(), topicPartition)) { shouldLock = false; } } topicPartitionLocks.put(topicPartition, shouldLock); } } public boolean isLocked(String topicPartition) { return topicPartitionLocks.get(topicPartition).booleanValue(); } } ##### waitForLatePartitionIfNeeded method private void waitForLatePartitionIfNeeded(final String topic, int partition) { String topicPartition = topic + partition; prioritizer.getTopicPartitionLocks.putIfAbsent(topicPartition); while(spaFileBufferPrioritizer.isLocked(topicPartition)) { monitorWaitForLatePartitionTimes(topicPartition, startTime); Misc.sleep(timeToWaitBetweenGapToTardyPartitionChecks.get()); } } We let our mechanism run for a while, and unfortunately things were not as expected. ### Avoid Rebalance Turning our prioritization, we saw a strange pattern in the “Topic Partition Gap” graph. We saw that the consumption is stuck very often. Trying to understand what was happening, we found that those breaks in consuming were a result of Kafka rebalancing. We can see this very clearly in the graph below. The horizontal lines represent a period of time where the gap stays steady. In other words, we are not consuming messages. What happened, is that whenever we paused the consumer, Kafka thought that this consumer was“dead” and started rebalancing. Moreover, when this consumer continued consuming, it was no longer registered in the broker, so Kafka had to rebalance again. This mechanism of Kafka is what makes it reliable and efficient, but in our scenario it was unnecessary. It is important to remember that if we were consuming from multiple machines this mechanism would obviously have been necessary. In order to prevent this rebalancing, we changed the next configuration in Kafka request.timeout.ms: 7300000 (~2hrs) max.poll.interval.ms: 7200000 (2hrs) These configurations will substantially lengthen the time that the broker waits for a consumer to consume, before considering it as “dead” and rebalancing. ### Monitoring Monitoring is very important, especially when working with thousands of messages consumed from Kafka every second. Using logs at such rates is irrelevant. In order to follow the processing behavior and performance, we defined metrics which measure the blocking term. In this case we defined a metric which measures the gap between the current time and the time that the message was sent from the frontend server. For example, that way I discovered the rebalance issue. ### Great Success This actually worked very well and you can see the result in the graph I showed before (to the right of the red arrow). We blocked the consumption of preliminary topics (horizontal line) until tardy topics narrowed the gap. Lastly, to summarize, 3 steps you should take to prioritize you Kafka topics - Block topics: you can define any condition you would like to for blocking topics. I used a condition about the time gap. You could use the concept of the above code. - Prevent rebalancing: change Kafka configuration as described above. - Monitor your results: follow your performance by defining a metric to measure your blocking term. That’s it for now, I hope you find this post useful ☺ --- ### Using Uncertainty to Interpret your Model URL: https://www.taboola.com/engineering/using-uncertainty-interpret-model/ Last Modified: 2025-01-14 14:37:35 As deep neural networks (DNN) become more powerful, their complexity increases. This complexity introduces new challenges, including model interpretability. Interpretability is crucial in order to build models that are more robust and resistant to adversarial attacks. Moreover, designing a model for a new, not well researched domain is challenging and being able to interpret what the model is doing can help us in the process. The importance of model interpretation has driven researchers to develop a variety of methods over the past few years and an entire workshop was dedicated to this subject at the NIPS conference last year. These methods include: - LIME: a method to explain a model’s prediction via local linear approximation - Activation Maximization: a method for understanding which input patterns produce maximal model response - Feature Visualizations - Embedding a DNN’s layer into a low dimensional explanation space - Employing methods from cognitive psychology - Uncertainty estimation methods - the focus of this post Before we dive into how to use uncertainty for debugging and interpreting your models, let’s understand why uncertainty is important. ## Why should you care about uncertainty? One prominent example is that of high risk applications. Let’s say you’re building a model that helps doctors decide on the preferred treatment for patients. In this case we should not only care about the accuracy of the model, but also about how certain the model is of its prediction. If the uncertainty is too high, the doctor should to take this into account. Self-driving cars are another interesting example. When the model is uncertain if there is a pedestrian on the road we could use this information to slow the car down or trigger an alert so the driver can take charge. Uncertainty can also help us with out of data examples. If the model wasn’t trained using examples similar to the sample at hand it might be better if it’s able to say “sorry, I don’t know”. This could have prevented the embarrassing mistake Google photos had when they misclassified african americans as gorillas. Mistakes like that sometimes happen due to an insufficiently diverse training set. The last usage of uncertainty, which is the purpose of this post, is as a tool for practitioners to debug their model. We’ll dive into this in a moment, but first, let’s talk about different types of uncertainty. ## Uncertainty Types There are different types of uncertainty and modeling, and each is useful for different purposes. Model uncertainty, AKA epistemic uncertainty: let’s say you have a single data point and you want to know which linear model best explains your data. There is no good way to choose between the different lines in the picture - we need more data! On the left: not enough data results in high uncertainty. On the right: given more data uncertainty reducesEpistemic uncertainty accounts for uncertainty in the model’s parameter. We are not sure which model weights describe the data best, but given more data our uncertainty decreases. This type of uncertainty is important in high risk applications and when dealing with small and sparse data. As an example, let’s say you want to build a model that gets a picture of an animal, and predicts if that animal will try to eat you. Let’s say you trained the model on different pictures of lions and giraffes and now it saw a zombie. Since the model wasn’t trained on pictures of zombies, the uncertainty will be high. This uncertainty is the result of the model, and given enough pictures of zombies it will decrease. Data uncertainty, or aleatoric uncertainty, captures the noise inherent in the observation. Sometimes the world itself is stochastic. Obtaining more data will not help us in that case, because the noise is inherent in the data. To understand this point, let’s get back to our carnivorous animals model. Our model can recognize that an image contains a lion, and therefore you’re likely to be eaten. But what if that lion is not hungry right now? This time the uncertainty comes from the data. Another example is that of two snakes that look the same but while one of them is venomous, the other isn’t. Aleatoric uncertainty is divided into two types: - Homoscedastic uncertainty: uncertainty is the same for all inputs. - Heteroscedastic uncertainty: uncertainty that depends on the specific input at hand. For instance, for a model that predicts depth in an image a featureless wall is expected to have a higher level of uncertainty than that of an image with strong vanishing lines. Measurement uncertainty: another source of uncertainty is the measurement itself. When the measurement is noisy, the uncertainty increases. In the animals example the model’s confidence can be impaired if some of the pictures are taken using a bad quality camera; or if we were running away from a scary hippo and as a result we only have blurry images to work with. Noisy labels: with supervised learning we use labels to train the models. If the labels are noisy, the uncertainty increases. There are various ways to model each type of uncertainty. These will be covered in the following posts in this series. For now, let’s assume we have a black box model that exposes the uncertainty it has regarding its predictions. How can we use it in order to debug the model? Let’s consider one of our models in Taboola used for predicting the likelihood of a user clicking on a content recommendation, also known as CTR (Click Through Rate). ## Using uncertainty to debug your model The model has many categorical features represented by embedding vectors. The model might have difficulties with learning generalized embeddings for rare values. A common way to solve this is to use a special Out Of Vocabulary (OOV) embedding. Think about the advertiser of an article. All rare advertisers share the same OOV embedding, therefore, from the point of view of the model they are essentially one advertiser. This OOV advertiser has many different items, each with different CTR. If we’d use only the advertiser as a predictor for CTR, we should get high uncertainty for OOV. To validate the model outputs high uncertainty for OOV, we took a validation set and switched all the advertisers embeddings into OOV. Next, we inspected what was the uncertainty before and after the switch. As expected, the uncertainty increased due to the switch. The model was able to learn that given an informative advertiser it should reduce the uncertainty. We can repeat this for different features and look for ones that result in low uncertainty when replaced with OOV embeddings. Either those features are uninformative, or something in the way we feed them to the model is not ideal. We can even go to finer granularity: some advertisers have high variability between CTR of different items, while others have items with roughly the same CTR. We would expect the model to have higher uncertainty for advertisers of the first type. A useful analysis is therefore looking at the correlation between uncertainty and CTR variability within an advertiser. If the correlation isn’t positive, it means the model failed to learn what uncertainty to associate with each advertiser. This tool allows us to understand if something went wrong in the training process or in the model’s architecture, indicating we should further debug it. We can perform a similar analysis and see if the uncertainty associated with a specific item decreases the more times we show it (i.e. show it to more users / in more places). Again, we expect the model to become more certain, and if it doesn’t - debug we will! Another cool example is the title feature: unique titles with rare words should incur high model uncertainty. This is the result of the model not seeing a lot of examples from that area of all possible titles. We can look in the validation set for a group of similar titles that are rare and estimate the model’s uncertainty on these titles. Then we’ll retrain the model using one of the titles, and see if the uncertainty has been reduced for the entire group. Indeed, we can see that’s exactly what happened: Wait a second… By exposing the model to some titles it was able to get better and be more certain about a bunch of new titles. Maybe we can use that to somehow encourage exploration of new items? Well, yes we can! More on that in a following post of the series. ## Final thoughts Uncertainty is a big deal in many domains. Identifying which uncertainty type is important is application specific. You can use them in a variety of ways once you know how to model them. In this post we discussed how you can use them to debug your model. In the next post we’ll talk about different ways to get uncertainty estimations from your model. This is the first post of a series related to a paper we're presenting in a workshop in this year KDD conference: deep density networks and uncertainty in recommender systems. --- ### Title to Image Search for Improved Thumbnail Selection URL: https://www.taboola.com/engineering/title-to-image-search-for-improved-thumbnail-selection/ Last Modified: 2025-01-14 14:37:35 ### Introduction One of the key creative aspects of an advertisement is choosing the image that will appear alongside the advertisement text. The advertisers aim is to select an image that will draw the attention of the users and get them to click on the add, while remaining relevant to the advertisement text. Say that you’re an advertizer wanting to place a new ad titled "15 healthy dishes you must try”. There are endless possibilities of choosing the image thumbnail to go along with this title, clearly some more clickable than others. One can apply best practices in choosing the thumbnail, but manually searching for the best image (out of possibly thousands that fit this title) is time consuming and impractical. Moreover, there is no clear way of quantifying how much an image is related to a title and more importantly - how clickable the image is, compared to other options. This is where our image search comes into play. We developed a text to image search algorithm that given a proposed title, scans an image gallery to find the most suitable images and estimates their expected click through rate. For example, here are the images returned by our algorithm for the query "15 healthy dishes you must try” along with their predicted Click Through Ratio (CTR): ### Method In a nutshell, our pipeline is composed of extracting title embeddings, extracting image embeddings and learning two transformations to map those embeddings to a joint space. We elaborate on each of these steps below. #### Embeddings First, let us consider the concept of embeddings. An embedding function is a function that receives an item (be it image or text) and produces a numerical vector for the item that captures its semantic meaning, such that if two items are semantically similar - then their vectors would be close. For example the vectors for the two titles “Kylie Jenner, 19, Buys Fourth California Mansion at $12M” and “18 Facts about Oprah and her Extravagant Lifestyle” should be similar, or close in the embedding space, while the vectors for the titles “New Countries that are surprisingly good at these sports” and “Forgetting things? You should read this!” should be very different, or far away from each other in the embedding space. Similarly, the vectors for following two images should be close in the embedding space since their semantic meaning is the same (dogs making funny faces), even though the specific image values are vastly different. At first glance, one might consider such an embedding function to be very explicit: for example, counting the number of faces in an image, the number of words in a sentence, perhaps creating a list of the objects in an image. Such explicit functions are in fact extremely hard to implement and in practice do not preserve semantics very well, at least not in a way which easily allows us to compare them. In practice embedding functions represent the information of the item in a much more implicit manner, as we will see next. More concretely, let A ={a0,a1,..., ak } be the space of all items to embed. An embedding function f:ARd maps each item to a d-dimensional vector such that if two items ai , aj are semantically similar, then their embeddings distance L( f(ai), f(aj) ) should be small in some predefined distance metric L (usually standard euclidean distance). ### Image embedding Pre-trained Convolutional Neural Networks have shown to be extremely useful in obtaining strong image representation . In our framework, we use a ResNet 152 model pretrained on the Imagenet Large Scale Recognition Challenge (ILSRC) dataset. Each image is fed to the pretrained network and we take the activation of the res5c layer as a 2048 embedding vector. To better illustrate the quality of the embeddings, we implement a simple image search demo on our own Taboola image dataset. Here are the 4 most similar images to several image queries (the query is the leftmost image): ### Title embedding A number of sentence embeddings methods were proposed in the literature. However, we found Infersent to be particularly useful in our application. While common approaches to sentence representation are unsupervised or leverage the structure of the text for supervision, Infersent trains sentence embeddings in a fully supervised manner. To this end, leverages the SNLI dataset which composes of 570K pairs of sentences with a label of the relationship between them (contradiction, neutral or entailment). A number of different models were trained in and a simple Max-pooling of a BiLSTM hidden states reached the best performance on a number of NLP tasks and benchmarks. Below are some examples to title queries and their nearest neighbors: Query: “15 Adorable Puppy Fails The Internet Is Obsessed With” NN1: 18 Puppy Fails That The Internet Is Obsessed With NN2: 13 Adorable Puppy Fails That Will To Make You Smile NN3: 16 Dog Photoshoots The Internet Is Absolutely Obsessed With Query: 10 Negative Side Effects of Low Vitamin D Levels NN 1: How to Steer Clear of Side Effects From Blood Thinners NN 2: 7 Signs and Symptoms of Vitamin D Deficiency People Often Ignore NN 3: 8 Facts About Vitamin D and Rheumatoid Arthritis ### Matching titles and images Given a query title, we would like to fit it with the most relevant images. For example, the query “20 new cars to buy in 2018” would return images of new and shiny high end cars. As mentioned before, our analysis of titles and images is not explicit, meaning that we do not explicitly detect the objects and named entities of the titles and match it with images containing the same objects. Instead, we rely on the title and image embeddings which implicitly capture the semantics of titles and images. Next, we need to have a better grasp of what does it mean that a title corresponds to an image. To better define it, we built a large training set composed of pairs of <advertisement title, advertisement image> from advertisements that appeared in the Taboola widget. Given such data, we can define that a given title to corresponds to an images im0 if (and only if) a title t0'that is semantically similar to to appeared in an advertisement along with an image im0' that is semantically similar to im0. In other words, we say that a title corresponds to an image (and vice versa) if they appeared in an advertisement together. Given this definition, as a naive first solution we can apply the following pipeline: given a title to, find its embedding e0. Next find the most similar title embedding to it from our gallery, denoted by eo' with corresponding title t0'. Finally, take as output the image that appeared in the original advertisement with t0'. While this is a sound solution, it does not fully leverage our training set since it uses the information from only one <title, image> training pair. Indeed, our experiments showed that the images suggested in this manner were far less suitable than images that were suggested from an approach which uses the entire training gallery. In order to leverage the entire training set of titles and images, we would like to implicitly capture the semantic similarity of titles, images and the given correspondence between them in our training set. To this end, we employ an approach that learns a joint title-image space in which both the titles and the images reside. This allows us to directly measure distance between titles and images and in particular, given a query title, find its nearest neighbor image. For example, the closest sentence to the query “30 Richest Actresses in America” is “The 30 Richest Canadians Ranked By Wealth” which was displayed along with the following images: As reference, here are the results obtained by our method which is explained next: ### Learning a joint space Assume we have m pairs of titles with their corresponding images <t1,im1>,<t2,im2>,...,<tm,imm>. For simplicity of notation, let’s assume their embeddings are already denoted as <ti,imi>. We denote the joint title-image space by V. We would like to find two mappings Ft:{ti}V from the space of title embeddings to the joint space V and Fim:{imi}V from the space of image embeddings to the same joint space, such that the distance between Ft (ti) and Fim (imi) in the joint space V would be small. Numerous methods for obtaining such mappings exist . However, we found a simple statistical method to be useful in our application. To this end, we employ Canonical Correlation Analysis (CCA) . Let T= be the set of title embeddings and M = be the set of image embeddings. CCA learns linear projections Fim and Ft such that the correlation between the set of title embeddings and image embeddings in the joint space is maximized. Mathematically, CCA finds Fim and Ft such that = corr(FtT,FimM) is maximized, where the last equation is solved by formulating it as an eigenvalue problem. Note that in our implementation Fim and Ft are linear projections. This can be further improved learning non-linear or even deep transformations and is left for future work. ### Click Through Rate estimation Now, given a proposed image, we would like to estimate it’s Click Through Rate (CTR) - the amount of clicks divided by the number of appearances. Many of the images in our gallery already appeared in campaigns, so we can use their historic data. For others, we train a simple linear Support Vector Machine regression model based on their image embeddings. ### Full image search pipeline Our final image search pipeline works as follows: First, we take a large gallery of titles and images, run the ResNet 152 model and the InferSent model to obtain image and title embeddings. Next, we apply CCA to learn two linear projections to a joint space and multiply the image embeddings by the learned image projection to map them to a joint space. All those steps are run offline. Now, given a new title text by the advertizer, we run the predefined Infersent model to obtain its embedding. Then, the embedding is multiplied by the learned sentence projection to map it to the joint title-image space. Finally, we return the 10 closest images in the space along with their predicted ctr. ### Examples: Now for the fun part. Here are some quantitative results of our pipeline using real titles that appeared in some of our recommendations. For each title, we present the top 8 images returned by our system with their predicted click through ratio. Title: “30 Richest Actresses in America” Images returned by our system: Notice this is the same title we discussed earlier when comparing our approach with the naive solution. Here we also show the predicted CTR. We assume our model mistook Steven Tyler’s for a female actress due to his long hair… Title: “Baby Born With White Hair Stumps Doctors”. Images returned by our system: Note that some of the rightmost images are a bit off since they are farther away from the title embedding in the joint space. Our algorithm also works for longer titles: “Now You Can Turn Your Passion For Helping Others Into A Career - Become A Nurse 100% Online. Find Enrollment & Scholarships Compare Schedules Now!” Title: “20 Ridiculously Adorable Pet Photos That Went Viral” Images returned by our system: Title: “Don't Miss this Incredible Offer if You Fly with Delta Ends 11/8!” Images returned by our system (notice the leftmost image): ### Wrapping up Our goal in this post was to illustrate our system for solving a real world difficulty of image search using free text, specifically to be used by advertisers to optimize which image to use for a given add. While we have developed the system for solving our needs, it is not tailored in any way to advertising and can be used for implementing image search in other domains and industries. In fact, the concepts described above are even more general (e.g. embeddings) and can be useful for a variety of applications. In its current implementation, the system returns the 10 most similar images for a given query without any other considerations. In future work we intend to add an option of returning only images with high ctr and provide the user (i.e.: advertizer) with an option to control the importance of visual similarity in the returned images relative to their ctr (e.g.: return images that might less fit the semantics of the title but have higher ctr). We also intend to add functionality of controlling how versatile the returned images will be relative to their semantic similarity with the title (e.g.: return a set of images which might fit the title less well, but are versatile and provide the advertiser with more options). #### References Dalal, Navneet, and Bill Triggs. "Histograms of oriented gradients for human detection." Computer Vision and Pattern Recognition, 2005. CVPR 2005. IEEE Computer Society Conference on. Vol. 1. IEEE, 2005. ‏ Ojala, Timo, Matti Pietikäinen, and David Harwood. "A comparative study of texture measures with classification based on featured distributions." 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International Conference on Machine Learning. 2013.‏ --- ### Uncertainty for CTR Prediction: One Model to Clarify Them All URL: https://www.taboola.com/engineering/uncertainty-for-ctr-prediction-one-model-to-clarify-them-all/ Last Modified: 2025-01-14 14:37:35 In the first post of the series we discussed three types of uncertainty that can affect your model - data uncertainty, model uncertainty and measurement uncertainty. In the second post we talked about various methods to handle the model uncertainty specifically . Then, in our third post we showed how we can use the model’s uncertainty to encourage exploration of new items in recommender systems. Wouldn’t it be great if we can handle all three types of uncertainty in a principled way using one unified model? In this post we’ll show you how we at Taboola implemented a neural network that estimates both the probability of an item being relevant to the user, as well as the uncertainty of this prediction.   ## Let’s jump to the deep water A picture is worth a thousand words, isn’t it? And a picture containing a thousand neurons?... In any case, this is the model we use. The model is composed of several modules. We’ll explain the goal of each one, and then the picture will become clearer… ## Item module The model tries to predict the probability that an item will be clicked, i.e - the CTR (Click Through Rate). To do so, we have a module that gets as input the item’s features such as its title and thumbnail, and outputs a dense representation - a vector of numbers if you will. Once the model is trained, this vector will contain the important information extracted out of the item. ## Context module We said the model predicts the probability of a click on an item, right? But in which context is the item shown? Context can mean many things - the publisher, the user, the time of day, etc. This module gets as input the features of the context. It then outputs the dense representation of the context. ## Fusion module So we have the information extracted out of both the item and the context. For sure, there’s some interaction between the two. For instance, an item about soccer probably will have higher CTR in a sports publisher compared to a finance publisher. This module fuses the two representations into one, in a similar fashion to collaborative filtering. ## Estimation module At the end we have a module whose goal is to predict the CTR. In addition, it also estimates uncertainty about the CTR estimation. I guess you’re mostly uncertain about how this module works, so let’s shed some light on it. We’ll walk you through the three types of uncertainty we’ve mentioned, and show you how each one is handled by our model. First, let’s tackle the data uncertainty. ## Data uncertainty Let’s take some generic neural network trained on a regression task. One common loss function is MSE - Mean Squared Error. We like this loss because it’s intuitive, right? You want to minimize the errors… But it turns out that when you minimize MSE, you implicitly maximize the likelihood of the data - assuming the label is distributed normally with a fixed standard deviation ?. This ? is the noise inherent in the data. One thing we can do is explicitly maximize the likelihood by introducing a new node which we’ll call ?. Plugging it into the likelihood equation and letting the gradients propagate enable this node to learn to output the data noise. We didn’t achieve anything different, right? We got an equivalent result to the initial MSE based model. However, now we can introduce a link from the last layer to ?: Now we’re getting into something interesting! ? is now a function of the input. It means the model can learn to associate different levels of data uncertainty with different inputs. We can make the model even more powerful. Instead of estimating a Gaussian distribution, we can estimate a mixture of Gaussians. The more Gaussians we put into the mix, the more capacity the model will have - and more prone to overfitting, so be careful with that. This architecture is called MDN - Mixture Density Network. It was introduced by Bishop et al. in 1994. Here is an example of what it captures: We have two groups of similar items - one about shopping, and the other about sports. It turns out the shopping items tend to have more variable CTR - maybe due to trendiness. Indeed, if we ask the model to estimate the uncertainty of one item in each group (the dotted graph in the figure), we get higher uncertainty for shopping compared to sports.   So data uncertainty is behind us. What’s next? ## Measurement uncertainty This one is a bit more tricky. In the first post we explained that sometimes measurement can be noisy. This might result in noisy features or even noisy labels. In our case, our label y is the empiric CTR of an item - the number of times it was clicked so far, divided by the number of times it was shown. Let’s say the true CTR of an item is y* - that is, without measurement noise. This would be the CTR had we shown the item infinite amount of times in the context. But time is finite (at least the time we’ve got), so we showed it only a finite amount of times. We measured an observed CTR y. This y has measurement noise - which we denote by ?. Next, we assume ? is distributed normally with a ?? as the standard deviation. ?? function of r - the number of times we showed the item. The higher r is, the smaller ?? gets, which makes y more similar to y*. At the end of the day, after we spare you from the mathematical details (which you can find in our paper), we get this likelihood equation: This is the same as the likelihood we have in the MDN architecture of a mixture of Gaussians, with one difference - the error term is split to two: - data uncertainty (?i) - measurement uncertainty (??) Now that the model is able to explain each uncertainty using a different term, the data uncertainty is not polluted by the measurement uncertainty. Besides being able the explain the data in a better way, this allows us to use more data in the training process. This is due to the fact that prior to this work we filtered out data with too much noise. ## Last but not least In a previous post we discussed how to handle model uncertainty. One of the approaches we described was using dropout at inference time. Being able to estimate model uncertainty allows us to understand better what the model doesn’t know because of lack of data. So let’s put it to the test! Let’s see if unique titles are associated with high uncertainty. We’ll map each title in the training set to a dense representation (e.g. average word2vec embeddings) and expect the model to be less certain about unique titles - titles that are mapped to sparse regions of the embedding space. To test it, we calculated the sparse and dense regions by calculating KDE (Kernel Density Estimation). This is a method for estimating the PDF (Probability Density Function) of our space. Next, we asked the model to estimate the uncertainty associated with each title. It turns out that indeed the model has higher uncertainty in the sparse regions! Nice… What would happen if we show the model more titles from the sparse regions? Will it be more certain about these regions? Let’s test it out! We took a bunch of similar titles about cars and removed them from the training set. Effectively, it altered their region in the space from dense to sparse. Next, we estimated the model uncertainty over these titles. As expected, the uncertainty was high. Finally, we added only one of the titles to the training set and retrained the model. To our satisfaction, now the uncertainty has reduced for all of these items. Neat! As we saw in the post about exploration-exploitation, we can encourage exploration of these sparse regions. After doing so, the uncertainty will decrease. This will result in a natural decay of exploration of that region. ## Final thoughts In this post we elaborated on how we model all three types of uncertainty - data, model and measurement - in a principled way, using one unified model. We encourage you to think how you can use uncertainty in your application as well! Even it you don’t need to explicitly model uncertainty in your prediction, you might benefit from using it in the training process - if your model can understand better how data is generated and how uncertainty affects the game, it might be able to improve. This is the forth post of a series related to a paper we’re presenting in a workshop in this year KDD conference: deep density networks and uncertainty in recommender systems. --- ### Recommender Systems: Exploring the Unknown Using Uncertainty URL: https://www.taboola.com/engineering/recommender-systems-exploring-the-unknown-using-uncertainty/ Last Modified: 2025-01-14 14:37:35 Now that we know what uncertainty types exist and learned some ways to model them, we can start talking about how to use them in our application. In this post we’ll introduce the exploration-exploitation problem and show you how uncertainty can help in solving it. We’ll focus on exploration in recommender systems, but the same idea can be applied in many applications of reinforcement learning - self driving cars, robots, etc. ## Problem Setting The goal of a recommender system is to recommend items that the users might find relevant. At Taboola, relevance is expressed via a click: we show a widget containing content recommendations, and the users choose if they want to click on one of the items. The probability of the user clicking on an item is called Click Through Rate (CTR). If we knew the CTR of all the items, the problem of which items to recommend would be easy: simply recommend the items with the highest CTR. The problem is that we don’t know what the CTR is. We have a model that estimates it, but it’s obviously not perfect. Some of the reasons for the imperfection are the uncertainty types inherent in recommender systems, which we discussed in the first post of the series. ## The Exploitation vs Exploration Tradeoff So now we’re facing a challenging situation - one that we’re all familiar with from our day-to-day lives: imagine you’ve just entered an ice cream shop. You now face a crucial decision - out of about 30 flavors you need to choose only one! You can go with two strategies: either go with that favorite flavor of yours that you already know is the best; or explore new flavors you never tried before, and maybe find a new best flavor. These two strategies - exploitation and exploration - can also be used when recommending content. We can either exploit items that have high CTR with high certainty - maybe because these items have been shown thousands of times to similar users; or we can explore new items we haven’t shown to many users in the past. Incorporating exploration into your recommendation strategy is crucial - without it new items don’t stand a chance against older, more familiar ones. ## Let’s explore exploration approaches The easiest exploration-exploitation approach you can implement is the ϵ-greedy algorithm, where you allocate ϵ percents of the traffic to explore new items in a random manner. The rest of the traffic is reserved for exploitation. Despite not being optimal, this method is easy to understand. It can serve as a solid baseline for more sophisticated approaches. So how can we look for good items in a wiser manner? looking for good items in a wise manner A more advanced approach - Upper Confidence Bound (UCB) - uses uncertainty. Each item is associated with its expected CTR, and confidence bound over that CTR. The confidence bound captures how uncertain we are about the item’s CTR. The vanilla UCB algorithm keeps track of the expected CTR and confidence bound by using empirical information alone: for each item we keep track of the empirical CTR (what percent of similar users have clicked on it), and the confidence bound is calculated by assuming a binomial distribution. Take for example the plain chocolate flavor you always order. You know it’s good - you give it 8 stars out of 10. Today a new flavor has arrived. You have no empiric information about it, which means it can be anything from 1 to 10 stars. Using this confidence interval, if you would want to explore you’d go with the new flavor, since there’s the chance it’ll be a 10 stars flavor. That strategy is exactly what UCB is all about - you choose the item with the highest upper confidence bound value - in our case confidence bound over CTR estimation. The motivation behind this strategy is that over time the empiric CTR will tend towards the true CTR, and the confidence bound will shrink to 0. After enough time, we’ll explore everything. Another popular approach is the Thompson Sampling method. In this approach we use the entire estimated distribution over the item’s CTR instead of only a confidence bound. For each item we sample a CTR out of its distribution. These approaches might work well when the number of available items is fixed. Unfortunately, at Taboola every day thousands of new items enter the system, and others become obsolete. By the time we get a reasonable confidence bound for an item it might leave the system. Our efforts would have been in vain. It’s like doing a world tour, each day visiting a new town with a vast amount of ice cream flavors to explore. The horror! We need an approach that can estimate the CTR of a new item without showing it even once. We need some food critic magazine that will guide us through the buffet of content recommendations. Consider a new type of chocolate flavor that just arrived. Since you know you love chocolate you have a pretty good guess that you’ll like the new flavor too. In the vanilla UCB approach (no, that’s not a name of a flavor), you won’t be able to infer it - you rely on empirical information only. In a future post we’ll elaborate on how we use a neural network to estimate the CTR of a new item, as well as the level of uncertainty. Using this uncertainty, we can apply the UCB approach in order to explore new items. Unlike the vanilla UCB that relies on empirical data, here we can use the model’s estimation to avoid showing items with low CTR. We can gamble on the horses we think will win. ## Online metrics and results How can we know how well we explore new items? We need some exploration throughput metric. In Taboola we have A/B testing infrastructure supporting many models running on different shares of traffic. Back to ice cream! Let’s say you brought your friends to help you explore the different flavors. Obviously if one of your friends randomly picks flavors, he has the best exploration throughput, but not the smartest. The other friend that orders the flavor the others have found tasty enjoys the most, but contributes nothing to the exploration effort. At Taboola we measure exploration throughput as follows: for each item that has been shown enough times, and in enough different contexts (e.g - different web sites) we declare that item to have crossed the exploration phase. Next, we analyze which models contributed to this successful effort. In order to count, a model has to show that item enough times. Using this perspective, the throughput of a model is defined to be the number of items it contributed to. Using this metric, we were able to assert that indeed showing items randomly yields the best throughput, but with a tendency for bad items. A model that doesn’t use the UCB approach shows good items, but has worse throughput. The model with UCB is somewhere between in terms of throughput, and shows only slightly worse items compared to the non-UCB model. Hence, we conclude our UCB model has a good tradeoff between exploring new items, and choosing the good items. We believe this tradeoff is worthwhile in the long term. ## Final thoughts The exploration-exploitation problem is an exciting challenge for many companies in the recommender systems domain. We hope our advancements will serve others in their journey of providing the best service to their users. We believe this is a small step in a big journey yet to be fulfilled, and we’re intrigued by the thought of what shape this field will take in the following years. In the next post of the series we’ll elaborate on the model we used for estimating CTR and uncertainty, so stay tuned. This is the third post of a series related to a paper we’re presenting in a workshop in this year KDD conference: deep density networks and uncertainty in recommender systems. --- ### Neural Networks from a Bayesian Perspective URL: https://www.taboola.com/engineering/neural-networks-bayesian-perspective/ Last Modified: 2025-01-14 14:37:36 Understanding what a model doesn’t know is important both from the practitioner’s perspective and for the end users of many different machine learning applications. In our previous blog post we discussed the different types of uncertainty. We explained how we can use it to interpret and debug our models. In this post we’ll discuss different ways to obtain uncertainty in Deep Neural Networks. Let’s start by looking at neural networks from a Bayesian perspective. ## Bayesian learning 101 Bayesian statistics allow us to draw conclusions based on both evidence (data) and our prior knowledge about the world. This is often contrasted with frequentist statistics which only consider evidence. The prior knowledge captures our belief on which model generated the data, or what the weights of that model are. We can represent this belief using a prior distribution p(w) over the model’s weights. As we collect more data we update the prior distribution and turn in into a posterior distribution using Bayes’ law, in a process called Bayesian updating: This equation introduces another key player in Bayesian learning - the likelihood, defined as p(y|x,w). This term represents how likely the data is, given the model’s weights w. ## Neural networks from a Bayesian perspective A neural network’s goal is to estimate the likelihood p(y|x,w). This is true even when you’re not explicitly doing that, e.g. when you minimize MSE. To find the best model weights we can use Maximum Likelihood Estimation (MLE): Alternatively, we can use our prior knowledge, represented as a prior distribution over the weights, and maximize the posterior distribution. This approach is called Maximum Aposteriori Estimation (MAP): The term logP(w), which represents our prior, acts as a regularization term. Choosing a Gaussian distribution with mean 0 as the prior, you’ll get the mathematical equivalence of L2 regularization. Now that we start thinking about neural networks as probabilistic creatures, we can let the fun begin. For start, who says we have to output one set of weights at the end of the training process? What if instead of learning the model’s weights, we learn a distribution over the weights? This will allow us to estimate uncertainty over the weights. So how do we do that? ## Once you go Bayesian, you never go back We start again with a prior distribution over the weights and aim at finding their posterior distribution. This time, instead of optimizing the network’s weights directly we’ll average over all possible weights (referred to as marginalization). At inference, instead of taking the single set of weights that maximized the posterior distribution (or the likelihood, if we’re working with MLE), we consider all possible weights, weighted by their probability. This is achieved using an integral: x is a data point for which we want to infer y, and X,Y are training data. The first term p(y|x,w) is our good old likelihood, and the second term p(w|X,Y) is the posterior probability of the model’s weights given the data. We can think about it as an ensemble of models weighted by the probability of each model. Indeed this is equivalent to an ensemble of infinite number of neural networks, with the same architecture but with different weights. ## Are we there yet? Ay, There’s the rub! Turns out that this integral is intractable in most cases. This is because the posterior probability cannot be evaluated analytically. This problem is not unique to Bayesian Neural Networks. You would run into this problem in many cases of Bayesian learning, and many methods to overcome this have been developed over the years. We can divide these methods into two families: variational inference and sampling methods. ## Monte Carlo sampling We have a problem. The posterior distribution is intractable. What if instead of computing the integral over the true distribution we’ll approximate it with the average of samples drawn from it? One way to do that is the Markov Chain Monte Carlo - you construct a markov chain with the desired distribution as its equilibrium distribution. ## Variational Inference Another solution is to approximate the true intractable distribution with a different distribution from a tractable family. To measure the similarity of the two distribution we can use KL divergence: Let q be a variational distribution parameterized by θ. We want to find the value of θ that minimizes the KL divergence: Look at what we’ve got: the first term is the KL divergence between the variational distribution and the prior distribution. The second term is the likelihood with regards to qθ. So we’re looking for qθ that explains the data best, but on the other hand is as close as possible to the prior distribution. This is just another way to introduce regularization into neural networks! Now that we have qθ we can use it to make predictions: The above formulation comes from a work by DeepMind in 2015. Similar ideas were presented by graves in 2011 and go back to Hinton and van Camp in 1993. The keynote in NIPS Bayesian Deep Learning workshop had a very nice overview of how these ideas evolved over the years. OK, but what if we don’t want to train a model from scratch? What if we have a trained model that we want to get uncertainty estimation from? Can we do that? It turns out that if we use dropout during training, we actually can. Professional data scientists contemplating the uncertainty of their model - an illustration ## Dropout as a mean for uncertainty Dropout is a well used practice as a regularizer. In training time, you randomly sample nodes and drop them out, that is - set their output to 0. The motivation? You don’t want to over rely on specific nodes, which might imply overfitting. In 2016, Gal and Ghahramani showed that if you apply dropout at inference time as well, you can easily get an uncertainty estimator: - Infer y|x multiple times, each time sample a different set of nodes to drop out. - Average the predictions to get the final prediction E(y|x). - Calculate the sample variance of the predictions. That’s it! You got an estimate of the variance! The intuition behind this approach is that the training process can be thought of as training 2^m different models simultaneously - where m is the number of nodes in the network: each subset of nodes that is not dropped out defines a new model. All models share the weights of the nodes they don’t drop out. At every batch, a randomly sampled set of these models is trained. After training, you have in your hands an ensemble of models. If you use this ensemble at inference time as described above, you get the ensemble’s uncertainty. ## Sampling methods vs Variational Inference In terms of the bias-variance tradeoff, variational inference has high bias because we choose the distributions family. This is a strong assumption that we’re making, and as any strong assumption, it introduces bias. However, it’s stable, with low variance. Sampling methods on the other hand have low bias, because we don’t make assumptions about the distribution. This comes at the price of high variance, since the result is dependent on the samples we draw. ## Final thoughts Being able to estimate the model uncertainty is a hot topic. It’s important to be aware of it in high risk applications such as medical assistants and self-driving cars. It’s also a valuable tool to understand which data could benefit the model, so we can go and get it. In this post we covered some of the approaches to get model uncertainty estimations. There are many more methods out there, so if you feel highly uncertain about it, go ahead and look for more data :) In the next post we’ll show you how to use uncertainty in recommender systems, and specifically - how to tackle the exploration-exploitation challenge. Stay tuned. This is the second post of a series related to a paper we’re presenting in a workshop in this year KDD conference: deep density networks and uncertainty in recommender systems. --- ### The Hitchhiker’s Guide to Hyperparameter Tuning URL: https://www.taboola.com/engineering/the-hitchhikers-guide-to-hyperparameter-tuning/ Last Modified: 2025-01-14 14:37:36 Now that more than a year has passed since our first deep learning project emerged, we have had to keep moving forward and delivering the best models we can. Doing so has involved a lot of research, trying out different models, from as simple as bag-of-words, LSTM and CNN, to the more advanced attention, MDN and multi-task learning. Even the simplest model we tried has many hyperparameters, and tuning these might be even more important than the actual architecture we ended up using - in terms of the model’s accuracy. Although there’s a lot of active research in the field of hyperparameter tuning (see 1, 2, 3), implementing this tuning process has evaded the spotlight. If you go around and ask people how they tune their models, their most likely answer will be “just write a script that does it for you”. Well, that's easier said than done... Apparently, there are a few things you should keep in mind when implementing such a script. Here, at Taboola, we implemented a hyperparameter tuning script. Let me share with you the things we learned along the way... ### Let’s start simple Sometimes using scikit-learn for hyperparameter tuning might be enough - at least for personal projects. For long term projects, when you need to keep track of the experiments you’ve performed, and the variety of different architectures you try keeps increasing, it might not suffice. ### Bare bones The first version of the script was simple, but encompassed most of our needs. The requirements were: #### Easy to run You are going to run this script many times. So, it should be as easy as possible to specify what experiments you want to run. We ended up with the following JSON format: { “architecture”: “lstm-attention”, “date-range”: ], “parameters”: { “num_of_attentions”: , “attention_hidden_layer_size”: , “attention_regularization”: } } - Architecture: architecture you want to tune, assuming your code supports multiple types - Date-range: list of tuples, each defines a time range of data that will be used to train a model. Each experiment will be executed once per date-range - Parameters: values to try for each hyperparameter. Our initial implementation only supported a finite set of values (grid search) The script randomly generates experiments out of this JSON. We created a Jenkins job that runs the script on one of our machines with GPUs, thus freeing us from the need to use SSH. #### Enrich experiments with metrics Our training process generates many metrics, such as MSE, loss and training time. You can choose whichever you want, and they will show in the results. #### Save results to the cloud Results are saved as a CSV file in Google Cloud Storage, which enables us to launch the script from any machine, and watch the results from our laptops. The results are continuously uploaded, so we don’t have to wait for all the experiments to finish to start inspecting the results. The models themselves are also saved. ### So what have we learned so far? This first implementation was the most important one. Being simple, the script didn’t do anything smart for you. It didn’t know which experiments to perform - you had to manually define the JSON input for every run. After running the script many times, you start to understand which values work better than others. It’s one of the most important things we got from the script - a more in depth understanding of our models. Using this script for the first time got us a big improvement - the MSE improved by more than 10%. ### Are we sure it’s real? When you run hundreds of experiments, the best ones usually have negligible differences. How can you know it’s statistically significant? One way to tackle this problem, assuming you have enough data, is to train the same model on several date-ranges. If one model is better than the others in all of the date-ranges, you can be more confident it’s real. Let’s say today is June, and you run the script. Here are the date-ranges the script will choose: Note that the script chooses a new set of date-ranges if you run it on a different month. This is important, since otherwise you could accidentally overfit your models due to extensive hyperparameter tuning. ### I don’t have time for this Who has the time to run every experiment three times? It’s nice that you can get reliable results, but it means you’ll end up running fewer different experiments. The next version of the script tackled this problem by supporting a new mode of operation: - Only one date-range is used - The date-range contains only one month of data - Training is limited to fewer epochs But are the results correlated with what we would get if we used more data and epochs? To answer this, we performed some experiments, each using a different amount of data ranging from one week to three months. We found out that one month had a good tradeoff between MSE and training time. (Did you notice we used the hyperparameter tuning script to tune the hyperparameter script? How cool is that?) To investigate what the right number of epochs would be, we analyzed the MSE on TensorBoard. Each plot in the graph represents a different model trained on a different amount of data. After 20 epochs all of the models have almost converged, so it’s safe to stop there. ### C'mon script, do the job for me! At this point we decided the script should choose the hyperparameter values for you. We started with the learning rate related hyperparameters: initial learning rate, decay factor, number of epochs with no improvement for early stopping, etc. Why learning rate? - It significantly affects training time. We should first settle on a good learning rate, both in terms of accuracy and training time, before tuning all the rest - Some suggest it controls the effective capacity of the model in a more complicated way than other hyperparameters, so it might be better to start with that. The new mode of the script uses hard-coded ranges of values that are reasonable for our models. Then came the next demand: The next version of the script did just that: provided with an architecture name, it automatically generates experiments for you. You don't need to specify any hyperparameter values. ### Let’s go random Although being worse than random search in some cases, grid search is easier to analyze: every value is used by multiple experiments, so it’s easy to spot trends. Since we had already gained intuition on what values work better, it was time to implement random search. Doing so helped the script find better hyperparameters. ### Some final thoughts In the research phase of any machine learning project, hyperparameter tuning can be done manually. However, when you want to take the project to the next level, it’s highly effective to automate the process. In this post I described some of the small touches we implemented into the automation process. Some might be useful for you, some might not. Drop a line in the comments if you found any other exciting things to be helpful. --- ### 5 Simple tips for boosting your Jenkins performance URL: https://www.taboola.com/engineering/5-simple-tips-boosting-jenkins-performance/ Last Modified: 2025-01-14 14:37:36 Do you know that feeling when you’ve finished working on a feature, pushed the code, but then your CI system refuses to respond? Lagging or slow responsiveness is very common among Jenkins users, and you can find many reported issues on it. Slow CI systems are frustrating, they make you develop slower and waste your time. I have worked on several Jenkins systems with various versions (1.x and 2.x), tens of slaves and hundreds of builds per day. I have managed to improve the performance of those systems using a few simple guidelines. In the following post I will share 5 tips that can make your Jenkins better, and put a smile on your developers’ faces. ## Tip 1: Minimize the amount of builds on the master node The master node is where the application is actually running, this is the brain of your Jenkins and, unlike a slave, it is not replaceable. So, you want to make your Jenkins master as “free” from work as  you can, leaving the CPU and memory to be used for scheduling and triggering builds on slaves only. In order to do so, you can restrict your jobs to a node label, for example:  In the case of pipeline jobs, put the label when allocating the node, for example: stage("stage 1"){ node("ParallelModuleBuild"){ sh "echo \"Hello ${params.NAME}\" " } } In those cases, the job and node block will only run on slaves labeled with ParallelModuleBuild.   ## Tip 2: Do not keep too much build history When you configure a job, you can define how many of its builds, or for how long they, will be left on the filesystem before getting deleted. This feature, called Discard Old Builds, becomes very important when you trigger many builds of that job in a short time. I have encountered cases where the history limit was too high, meaning too many builds were kept on the filesystem. In such cases, Jenkins needed to load many old builds - for example, to display them in the history widget, - and performed very slowly, especially when trying to open those job pages. Therefore, I recommend limiting the amount of builds you keep to a reasonable number. ## Tip 3: Clear old Jenkins data In continuation to the build data from the previous tip, another important thing to know is the old data management feature. As you probably know, Jenkins keeps the jobs and builds data on the filesystem. When you perform an action, like upgrading your core, installing or updating a plugin, the data format might change. In that case, Jenkins keeps the old data format on the file system, and loads the new format to the memory. It is very useful if you need to rollback your upgrade, but there can be cases where there is too much data that gets loaded to the memory. High memory consumption can be expressed in slow UI responsiveness and even OutOfMemory errors. To avoid such cases, it is best to open the old data management page (http://JenkinsUrl/administrativeMonitor/OldData/manage), verify that the data is not needed, and clear it. ## ## Tip 4: Define the right heap size This tip is relevant to any Java application. A lot of the modern Java applications get started with a maximum heap size configuration. When defining the heap size, there is a very important JVM feature you should know. This feature is called UseCompressedOops, and it works on 64bit platforms, which most of us use. What it does, is to shrink the object’s pointer from 64bit to 32bit, thus saving a lot of memory. By default, this flag is enabled on heaps with sizes up to 32GB (actually a little less), and stops working on larger heaps. In order to compensate the lost space, the heap should be increased to 48GB(!). So, when defining heap size, it is best to stay below 32GB. In order to check if the flag is on, you can use the following command (jinfo comes with the JDK): jinfo -flag UseCompressedOops <pid> ## ## Tip 5: Tune the garbage collector The garbage collector is an automatic memory management process. Its main goal is to identify unused objects in the heap and release the memory that they hold. Some of the GC actions cause the Java application to pause (remember the UI freeze?). This will mostly happen when your application has a large heap (> 4GB). In those cases, GC tuning is required to shorten the pause time. After dealing with these issues in several Jenkins environments, my tip contains a few steps: - Enable G1GC - this is the most modern GC implementation (default on JDK9) - Enable GC logging - this will help you monitor and tune later - Monitor GC behavior - I use http://gceasy.io/ - Tune GC with additional flags as needed - Keep monitoring - Read this post and this one - these are great posts about GC tuning ## Now it’s your turn Jenkins responsiveness issues are very common, but can be dealt with. In one of the environments I worked on, I had a configuration page which took over a minute to open. After implementing the above tips, especially G1GC and old data, this page opened in a split second. If you got this far, you are probably familiar with this issue. So, try my tips and share what worked for you and what hasn’t. There is a good chance your Jenkins will speed up too. You are welcome to tweet me for any question :)   --- ### Using Word2Vec for Better Embeddings of Categorical Features URL: https://www.taboola.com/engineering/using-word2vec-for-better-embeddings-of-categorical-features/ Last Modified: 2025-01-14 14:37:36 Back in 2012, when neural networks regained popularity, people were excited about the possibility of training models without having to worry about feature engineering. Indeed, most of the earliest breakthroughs were in computer vision, in which raw pixels were used as input for networks. Soon enough it turned out that if you wanted to use textual data, clickstream data, or pretty much any data with categorical features, at some point you’d have to ask yourself - how do I represent my categorical features as vectors that my network can work with? The most popular approach is embedding layers - you add an extra layer to your network, which assigns a vector to each value of the categorical feature. During training the network learns the weights for the different layers, including those embeddings. In this post I will show examples of when this approach will fail, introduce category2vec, an alternative method for learning embedding using a second network and will present different ways of using those embeddings in your primary network. ## So, what’s wrong with embedding layers? Embedding layers are trained to fit a specific task - the one the network was trained on. Sometimes that’s exactly what you want. But in other cases you might want your embeddings to capture some intuition about the domain of the problem, thus reducing the risk of overfitting. You can think of it as adding prior knowledge to your model, which helps it to generalize. Moreover, if you have different tasks on similar data, you can use the embeddings from one task in order to improve your results on another. This is one of the major tricks in the Deep Learning toolbox. It’s called transfer learning, pretraining or multi-task learning, depending on the context. The underlying assumption is that many of the unobserved random variables explaining the data are shared across tasks. Since the embeddings try to isolate these variables, they can be reused. Most importantly, learning the embeddings as part of the network increases the model’s complexity by adding many weights to the model, which means you’ll need much more labeled data in order to learn. So it’s not that embedding layers are bad, but we can do better. Let’s see an example. ## Example: Click Prediction Taboola’s research group develops algorithms that suggest content to users, based on what they’re currently reading. We can think about it as a Click Prediction problem: given your reading history, what is the probability that you will click on each article? To solve this problem, we train deep learning models. Naturally, we started with learning the embeddings as part of our network. But a lot of the embeddings we got didn’t make sense. ## How do you know if your embeddings make sense? The simplest way is to take embeddings of several items and look at their neighbors. Are they similar in your domain? That can be pretty exhausting, and doesn’t give you the big picture. So, in addition you can reduce the dimensionality of your vectors using PCA or t-SNE, and color them by specific characteristic. The advertiser of an item is a strong feature, and we want similar advertisers to have similar embeddings. But this is what our embeddings for different advertisers looked like, colored by the language of that advertiser: Ouch. Something is clearly not right. I mean, unless we assume that our users are multilingual geniuses that read one article in Spanish and then effortlessly go and read another one in Japanese, we would probably want similar advertisers in our embedding space to have content in the same language. This made our models harder to interpret. People were upset. Some even lost sleep. Can we do better? ## Word2Vec If you’ve ever heard about embeddings you’ve probably heard about word2vec. This method represents words as high dimensional vectors, so that words that are semantically similar will have similar vectors. It comes in two flavors: Continuous Bag of Words (CBOW) and Skip-Gram. CBOW trains a network to predict a word from its context, while Skip-Gram does the exact opposite, predicting the context based on a specific target word. Can we use the same idea to improve our advertisers’ embedding? YES WE.. well, you get the idea. ## From Word2Vec to Category2Vec The idea is simple: we train word2vec on users’ click history. Each “sentence” is now a set of advertisers that a user clicked on, and we try to predict a specific advertiser (“word”) based on other advertisers the user liked (“context”). The only difference is that, unlike sentences, the order is not necessarily important. We can ignore this fact, or enhance the data set with permutations of each history. You can apply this method to any kinds of categorical features with high modality, e.g, countries, cities, user ids, etc.. See more details here and here. So simple, yet so effective. Remember that messy visualization of embeddings we had earlier? This is what it looks like now: Much better! All advertisers with the same language are clustered together. Now that we have better embeddings, what can we do with them? ## Using embeddings from different models First, note that category2vec is just one example of a general practice: take the embeddings learned in task A and use them for task B. We could replace it with different architectures, different tasks, and in some cases, even different datasets. That’s one of the great strengths of this approach. There are three different ways to use the new embeddings in our model: - Use the new embeddings as features for the new network. For example, we can average the embeddings of all the advertisers the user clicked on, to represent the user history and use it to learn the user’s tastes. The focus of this post is Neural Networks but you can actually do it with any ML algorithm. - Initialized the weights of the embedding layer in your network, with the embeddings we just learned. It’s like telling the network - this is what I know from other tasks, now adjust it for the current task. - Multitask Learning - take two networks and train them together with parameter sharing. You can either force them to share the embeddings (hard sharing), or allow them to have slightly different weights by “punishing” the networks when their weights are too different (soft sharing). This is usually done by regularizing the distance between the weights. You may think about it as passing knowledge from one task to another, but also as a regularization technique: the word2vec network acts as a regularizer to the other network, and forces it to learn embeddings with characteristics that we are interested in. ## OK, let’s recap. Sometimes we can get great results simply by taking some existing method, but applying it to something new. We used word2vec to create embeddings for advertisers and our results were much more meaningful than the ones obtained with embedding layers. As we say in Taboola - meaningful embeddings = meaningful life. --- ### How Re2 Shattered My Bottleneck URL: https://www.taboola.com/engineering/how-re2-shattered-my-bottleneck/ Last Modified: 2025-01-14 14:37:37 One pleasant morning I got to work, thinking this day couldn’t get any better. But as Murphy would have it, there was my boss walking frantically toward me. It turned out that almost over night one of the main data pipeline systems had become a major bottleneck for the company, and a solution was needed, Fast! Usually in a startup, let alone a company moving as fast as Taboola, these things can occur on a weekly basis. I needed to find some quick wins to relieve some of the bottlenecks inside the system. Luckily Re2 was there to the rescue - in this post I will share how to find the bottlenecks using Gprof2dot beautiful image rendering, and of course, what Re2 is and how to use it. * Note that this article addresses a pain I had in a Python framework, but because there are Re2 implementations to all major languages you should still find value reading this article. ### The strategy to relieve bottlenecks is pretty straightforward Step one: Recognize were it hurts the most Step two: Reduce the pain Step three: Iterate back to step one until you get the desired result Sounds simple enough, right? Well it is, in theory. Usually the implementation is where it gets you. ### Step one: Recognize where it hurts the most Like anyone who ever saw a guy talking about A.A. meetings on TV, will say: “The first step in dealing with your problem is recognizing that it exists”, in our case that meant measurements and finding the bottlenecks. The system in question is a pretty straightforward ETL system written in Python, so I decided to start by looking at the transform part first. I spent a couple of hours extracting the main part of the code into a single independent process, and when it was done I started a Jupyter notebook http://jupyter.org/. Using cProfile built-in python package and gprof2dot, I ran the following code to test it - This is the image Gprof2dot produced: A short explanation if this is the first time you encountered the Gprof2dot library: The image that I got was a profile that measured our code, and determined, for each major block, how much time our code visited that block and how much time in total each block contributed to the overall running time. The dark blue ones are the “cold” areas, the interesting parts in our investigation. The path starting from the red box, and “cooling down” all the way to the leaves are the interesting paths to investigate. Each box has the following format: In the next image below, I looked at the leaf at the end of the path. If you look at the upper box, you can see that it’s a method called doesTextFit in class GenericTextInTextSearch. The system spent 32.05% of it’s runtime in that code, but only 4.94% of it is in the actual code of the method, the other ~95% of the time was spent in code called from doesTextFit. The 2,221,386 is the amount of times this code was called. The more interesting part is that doesTextFit calls another method, where it spent ~26% of the time. That was the method I decided to focus my attention on. * Note that it might happen in the leaf box, that the self time - in the parenthesis - and the total time - above the self time - don’t add up. This happens when the execution time is too short, causing the round-off errors to be large. Don’t worry about it. “Method ‘Search of’ _sre.SRE_Pattern object“ is from Python built-in library - the Regex library re. It turned out that the system that had a lot of moving parts, spent ~26% of the time on a single method on a single library call. So now I set out to see if I could find a replacement for the Python built-in method. It turns out there is. And I was completely surprised by it. ### Step two: Reduce the pain I came across these two articles: - Python, Catastrophic Regular Expressions - Regular Expression Matching Can Be Simple And Fast They basically told me, I was living a lie - I always thought that Regex is the most efficient way to match a string. It turns out that it might have started like that, but somewhere along the way we sacrificed - in all the major programing languages - performance for features. The salvation was going back to the fundamentals: State Machine Based Regex! ### What’s wrong with the built in Regex engine? TL;DR Backtracking. When the built-in Regex tries to match a string, it follows a greedy algorithm pattern. Trying to match the full string first, and when it fails trying to match minus one characters on the full string and the leftover char separately. Then on the full string minus two characters, and on the two leftover characters separately, and so on and so forth. If there is no match, the engine is destined to fail, it simply doesn’t know that before it iterates through all the different combinations. This process is time and space consuming. ### So what’s the alternative? Introducing Ken Thompson. you can read more about him in his wiki page, but here is the TL;DR for the list of his achievements: - Unix - B (programming language) - ancestor to C - UTF-8 - Go (programming language) - State Machine Based Regex! The last bullet is best represented in this comparison graph: The left one is for Perl, but represents the major programing languages, the right one is the Thompson method. Make sure you notice that the left one is in seconds and the right one in microseconds(!). How did he do that? state machine. Think of a regular expression as a state machine built from the expression you want to match. Each char the engine encounters, propels it to make the next decision, if by the end of its journey it reaches a “final” state. Then the engine found a match. If not, then there is no match. The space complexity of a solution like that, is the amount of different states the regular expression has. And the time complexity is the length of the text being checked. With that in mind, I went out to see if I could find an implementation of the Thompson engine, and I found the good people of Google with their Re2 implementation in C++. To integrate Google Re2 in Python, I had to use a third party wrapper py-re2 , but for Java there is Google Re2/J project or Brics, we in Taboola, use Brics in our Java code, you can read comparison of the two projects in this great blog: brics-vs-re2j. The integration in the code is that simple: It is important to remember that not all the functionality that exists in re, exists in re2. So what I did, and what you should do if you plan to use this solution, is to analyze all your Regex calls, and make sure that you get the expected result. Although the graph above promised a performance boost of hundreds of percent, the performance boost I managed to get was just a ~40%-50% boost. I didn’t complain, it was not too bad for a few days work. ### Step three: Iterate back to step one till you get the desired result I never got to this part, and hopefully, if you use this engine you won’t either… ### No Silver Bullet The specific circumstances of the system i described here, is that the majority of the Regex comparisons finish without a match. So it worked really well to have a new Regex engine that returns “no match” faster than the regular - backtracking - one. You will need to test it in your unique scenario to see how much performance improvement you will get. Second thing to check is the Regex you use, if it needs Backtracking to complete it’s comparison it won’t work, and you will get Segfault. But, it shouldn’t be too hard to rewrite them to a simpler syntax. Third thing to monitor, is the state explosion problem when building deterministic automata, that can happen in some of the Re2 implementations - Brics for example but not in Google Re2. The cost is in performance. The last thing you need to check is the return values, there might be a case that the expected outcome has changed from what you had before. For example to get a null were before you got a False. The bottom line is that you will need to do the same evaluation process that you would have done before upgrading to a new version of a library. Things might change, so you need to be carefull. Having said that, even if it is only a few percent improvement, the fact that it is so easy to integrate makes it a “money on the floor” scenario. Good luck, and feel free to contact me for help and guidance. --- ### DIY: Engineering Your Company Culture URL: https://www.taboola.com/engineering/diy-engineering-your-company-culture/ Last Modified: 2025-01-14 14:37:37 This is a tale of heroism, of overcoming obstacles and hardships. This is a tale of ingenuity, of originality and thinking outside the box. This is a tale... of how I was too lazy to go and look if someone was already playing table tennis in the game room.     Hiking Across the Office is a Drag   Taboola’s Israeli office in Tel Aviv, houses about 350 people, spread over five large floors. The game room, however is smack dab in the middle of them. In smaller companies, if you wanted to know if the game room was available, all you had to do was to look slightly over your monitor and you would have your answer. Here, it takes 60 seconds and 110 steps, including one flight of stairs, to get from my workstation all the way to the game room - believe me, I counted. Unfortunately, due to the unbending laws of physics, it takes exactly the same time to go back, frustrated that it was already being used. And so, after one too many of these time-wasting, context-switching, hope-shattering trips, I started asking myself one simple question - what if we could just ask if someone was already using the game room? #### #### Weapon(s) of Choice - Slack Bot, PIR Sensor and a Raspberry Pi Salvation came in the form of a Passive Infrared (PIR) motion sensor connected to a Raspberry Pi. The sensor data is transmitted to the Raspberry Pi, which in turn saves the data to a local DB. The Slack bot user then queries the DB, to find out if actual movement has been detected in the room recently.   The entire system looks like this: #### I Sense a Disturbance in the Room   A PIR sensor is just a fancy name for your run-of-the-mill motion detector, the ones you usually see mounted on walls of houses. Basically, the way it works is you have a sensor that measures infrared light, radiating from objects in its field of view. The term passive in this instance refers to the fact that PIR devices do not generate or radiate energy for detection purposes, they work entirely by detecting infrared radiation, emitted by or reflected from objects (find more information about PIR sensors here). #### #### Easy as Pi   Raspberry Pi is a series of small single-board computers designed to promote the teaching of basic computer science in schools and in developing countries. It achieves this goal by being highly versatile, easy to setup and most important - very, VERY affordable, starting at only $5 (!) for the most basic model and $35 for the latest model. It has a lot of cool features, but maybe the most important one is the General Purpose Input/Output (GPIO) connector. These pins are a physical interface between the Pi and the outside world. This is what is going to be used in order to connect the motion sensor output to the Raspberry Pi. #### #### A Tale of Two Scripts Raspberry Pi can run all sorts of images on its MicroSDHC card, but the most prevalent one is its own flavor of Unix -Raspbian, which is what I installed to run the Python interpreter and the various dependencies and tools required for this project. The solution was divided into two separate Python scripts, which run on startup - the motion detection and the slackbot script. A local MySQL database is used to store information about the activity in the room, meaning a list of all previous sessions and a current active one, should one exist. This is to allow for persistency and other possible future features, such as to determine when is the optimal time to go and play, or how long someone has already been using the room. The motion detection script listens for movement (or lack thereof) and updates the database accordingly - opens a new game session if one is not already opened, extends active sessions and closes sessions after a certain period of non-movement. The slackbot script handles Slack integration and queries the database to provide information about the room’s status, by checking if there are currently any active open sessions. #### #### Halt! Who Goes There?   I used an HC-SR501 motion sensor, which you can get online for $1. It only has three pins that you need to connect to the Raspberry Pi - GND (Ground), VCC (5V) and OUT (Data) - follow the diagram above to connect these (see the pin layout here). The motion detection script communicates with the GPIO channels by listening on the data pin - marked as OBSTACLE_PIN in the code. This is done utilizing the RPi.GPIO package, which allows you to access the various pins on the board and get their current state (see documentation here). Once the motion detection script starts running it goes in an endless loop, which is divided to one second intervals, and in each iteration the sensor input is read. Querying the sensor gives a binary response - a movement was detected or not. Since the motion detector samples motion every second, it needs to be able to determine that an actual movement occurred not only in a particular second, but several times during a short period of time, to avoid false positives, i.e. detecting movement when there was none, and false negatives, i.e. not detecting movement when it should have. So, in every iteration a “detection frame” is examined, which is basically a time window in which the number of seconds a movement was detected is counted. The number of seconds with movement, out of the total number of seconds in the time window, is compared to a predefined threshold. If the number exceeds the threshold, then a movement was detected in the room. This allows control of the sensitivity of the detection, in addition to being able to adjust it physically on the sensor itself. The following code demonstrates this logic: # The physical pin number on the board connected to the DATA output pin of the motion sensor OBSTACLE_PIN = 7 # The maximum time in seconds allowed for a session to be inactive MAX_SESSION_TIME_IN_SECONDS = 60 # The time window in seconds we are looking for consecutive movement DETECTION_FRAME_LENGTH_IN_SECONDS = 10 # The threshold that determines if a movement was detected DETECTION_INCIDENTS_THRESHOLD = 0.4 def setup(): print_log('initializing sensor') GPIO.setmode(GPIO.BOARD) GPIO.setup(OBSTACLE_PIN, GPIO.IN) print_log('initializing db') time.sleep(10) # preparing tables, cleaning existing open sessions setup_database() def is_motion_detected(): return GPIO.input(OBSTACLE_PIN) def loop(): iteration_counter = 0 detection_counter = 0.0 print_log('started monitoring') # start monitoring for movement while True: # if the detection window is over if (iteration_counter >= DETECTION_FRAME_LENGTH_IN_SECONDS): # if we saw enough movement during that window # i.e. seconds with movement out of total window time is larger than the threshold if (detection_counter / iteration_counter >= DETECTION_INCIDENTS_THRESHOLD): handle_motion_detected() else: handle_no_motion(DETECTION_FRAME_LENGTH_IN_SECONDS, MAX_SESSION_TIME_IN_SECONDS) # reset counters for next detection window iteration_counter = 0 detection_counter = 0.0 # if a movement is detected in this particular second if (is_motion_detected()): detection_counter += 1 print_log('motion ' + str(detection_counter) + ' detected') iteration_counter += 1 time.sleep(1)   #### Slacking Off Below is a code snippet from the slackbot script, outlining the interaction with the aptly named PingPongBot - you will need to add a new bot user to your Slack team (see this link for more information), after which you will receive a token to be used in your client: # these can be obtained when creating a new slack bot user # see instructions on how to do that here - https://my.slack.com/services/new/bot SLACK_BOT_TOKEN = '<your slack bot token here>' SLACK_BOT_NAME = '<your slack bot name here>' # aux method to get the slack bot id, required for authentication def get_slack_bot_id(slack_client, bot_name): if __name__ == "__main__": api_call = slack_client.api_call('users.list') if api_call.get('ok'): users = api_call.get('members') for user in users: if 'name' in user and user.get('name') == bot_name: print("Bot ID for '" + user + "' is " + user.get('id')) return user.get('id') else: print('could not find bot user with the name ' + bot_name) return None # set up connection to Slack client slack_client = SlackClient(SLACK_BOT_TOKEN) BOT_ID = get_slack_bot_id(slack_client, SLACK_BOT_NAME) AT_BOT = '<@' + BOT_ID + '>' # the actual command to look for when addressing the bot in chat EXAMPLE_COMMAND = 'free' # the actual logic when receiving a message in the chat def handle_command(command, channel): response = 'Hello! I am the ping pong bot! Ask me if the table is free by typing - \"free?\"' # parse the chat message and check if it contains the desired command if EXAMPLE_COMMAND in command.lower(): if is_open_session_exists(): response = 'Sorry, someone is playing right now... Try again later!' else: response = 'Free to play! enjoy :)' # return the response in the chat according to the result from the database slack_client.api_call('chat.postMessage', channel=channel, text=response, as_user=True) # aux method to receieve messages from the chat def parse_slack_output(slack_rtm_output): output_list = slack_rtm_output if output_list and len(output_list) > 0: for output in output_list: if output and 'text' in output and AT_BOT in output: return output.split(AT_BOT).strip().lower(), output return None, None if __name__ == "__main__": READ_WEBSOCKET_DELAY = 1 # establishing connection to bot if slack_client.rtm_connect(): print(SLACK_BOT_NAME + ' connected and running') # start listening for messages while True: command, channel = parse_slack_output(slack_client.rtm_read()) if command and channel: handle_command(command, channel) time.sleep(READ_WEBSOCKET_DELAY) else: print('connection failed, invalid Slack token or bot ID?') You can find the full project code on my github page. #### I Love It When a Plan Comes Together This is what the sensor looks like taped to the floating ceiling of our game room (the Raspberry Pi is hidden from view): And finally, this is how it looks like when you ask the PingPongBot if the game room is free:   #### #### Not Only for the Office Hopefully by now you realize how simple and easy it is to implement an entire motion detection system using accessible and affordable parts. There are many other sensors that you can incorporate in your next project, turning your office/home into a smart one. For example, a temperature and humidity sensor can be used as input to control your AC, or a rain detection module to let you know when to turn off your sprinklers or close the electric windows. Well, writing this post really made me parched. Hmm... I wish there was a way to know if there are beers left in the kitchen...     --- ### Calculating Git Version URL: https://www.taboola.com/engineering/calculating-git-version/ Last Modified: 2025-01-14 14:37:37 Hello Git user. In this blog post I will discuss a technique for a unique version calculation for every Git commit. You may ask why we need this, after all every commit in Git is identified by a unique sha1 hash. That’s right, let’s take 2 commits, 4bd92c9 and f5fc029, use their sha1 hash as a version and perform a simple A/B test. The test showed that 4bd92c9 is preferred to f5fc029. If this is the case, how can we tell: - Which version is newer? - If 4bd92c9 is included in f5fc029, or vice versa? - What branch they were built from? It seems we need an alternative. The common standard for the versioning is a SemVer scheme. We will use its parts as follows: - Major - manual increment - Minor - every released feature will increment the minor - Patch - will always be 0 Now let’s take a look at our Git graph: We will give a version number for every mentioned commit: - M1 - 1.0.0: our init major version - M2 - 1.1.0: some new feature released - M3 - 1.2.0: feature B released - M4 - 1.3.0: feature A released But what about A1,B1? We need to give them a version number as well in order to identify these builds for various purposes like automation test, deploying on GA environment, etc. According to the semver rules we need to mark these versions as a next minor pre-release, so we get: - A1 - 1.1.0-A-5 - B1 - 1.2.0-B-3 Let’s put the version numbers in the graph: Now let’s automate it by using the following logic. If you are on the master branch calculate the version by: latest=$(git tag -l --merged master --sort='-*authordate' | head -n1) latest=$(git tag -l --merged master --sort='-*authordate' | head -n1) semver_parts=(${latest//./ }) major=${semver_parts} minor=${semver_parts} patch=${semver_parts} version=${major}.$((minor+1)).${patch} Put the tag on a HEAD If you are on the feature branch just calculate the version (without putting a tag) by: latest=$(git tag -l --merged master --sort='-*authordate' | head -n1) latest=$(git tag -l --merged master --sort='-*authordate' | head -n1) semver_parts=(${latest//./ }) major=${semver_parts} minor=${semver_parts} patch=${semver_parts} branch=$(git rev-parse --abbrev-ref HEAD) count=$(git rev-list HEAD ^${latest} --ancestry-path ${latest} --count) version=${major}.${minor}.${patch}-${branch}-${count} Combining all these together we get the following script: #!/bin/bash branch=$(git rev-parse --abbrev-ref HEAD) latest=$(git tag -l --merged master --sort='-*authordate' | head -n1) semver_parts=(${latest//./ }) major=${semver_parts} minor=${semver_parts} patch=${semver_parts} count=$(git rev-list HEAD ^${latest} --ancestry-path ${latest} --count) version="" case $branch in "master") version=${major}.$((minor+1)).0 ;; "feature/*") version=${major}.${minor}.${patch}-${branch}-${count} ;; *) >&2 echo "unsupported branch type" exit 1 ;; esac echo ${version} exit 0 --- ### Optimizing a Homepage Widget with AB Testing URL: https://www.taboola.com/engineering/optimizing-a-homepage-widget-with-ab-testing/ Last Modified: 2025-06-30 11:00:22 As part of the optimization team at Taboola, we are constantly working with publishers and conducting A/B tests, to find the best user interface (UI) for our widget. In doing so, we improve sponsored content (SC) revenue per mille (RPM). When we dealt with a very large news site in India, as part of an ongoing optimization, we needed to get a bit creative. We were already implementing our best practices for our widget on the publisher homepage — so we came up with a different solution. We tested a native UI, one that would help blend the widget into the design of the page. ### User Behaviour on the Homepage Unlike article pages, where users come to read an article, and then sometimes leave after finish reading it, a user who enters a homepage directly will sometimes scan it from top to bottom to find something to read. When they finish reading everything interesting a Taboola widget with additional reading material at the bottom of the homepage could be a good idea. This behaviour of scanning the homepage until reaching the bottom of the page, can be related to our brain's tendency to need to finish what it starts, as Russian psychologist Bluma Zeigarnik talks about in a 1927 study. Our widget location on the client’s homepage was the 3rd row from the bottom of the page — a sometimes unattractive location that can be easily missed when scrolling down. So, our first step was to test placing our widget at the far bottom of the page. That way users will see it when they reach the bottom. This generated a conclusive 4 percent uplift in SC RPM — but we didn’t stop there... ### AB Testing a Dark Background Atop the new location, there was a photo gallery surrounded by a dark background. Since a dark background on a white page causes high contrast that attracts the eye, we decided it could be interesting to add the dark background to our widget as well. We wanted to mimic the exact UI, font style, text color, etc. This spiked the SC RPM by 40 percent. ### Trying Out a Hero Image After a few months, we were suddenly faced with a new challenge — The client changed the entire homepage design in order to bring in more content cards. The dark gallery above was completely changed, and our widget was a complete stranger on the site. Since mimicking site design had worked previously, we again A/B tested a design, like the unit that was placed above ours — a unit with one large image, commonly referred to in the industry as a Hero image, and 6 smaller images to the right. There was also a subtle gray shadow around it. This generated a 20 percent uplift. ### Size matters? Adding a control variant After seeing the SC RPM increase, and examining the homepage layout, we realized we had missed an important step along the way. By mimicking the Hero unit, we increased the size of our widget by almost 50 percent. So, what caused the RPM uplift? The size, or the UI? If we tested Taboola’s best practice widget, but with the same size as the Hero unit, would it perform better? To measure this, we added two additional variants: A regular 4x2 widget — almost the same size as the Hero unit — and a variation of it, with a light shadow surrounding the widget, mimicking the shadow surrounding the client’s unit. Below is an example: #### Variant 1: 4x2 widget - generated 6 percent uplift #### Variant 2: 4x2 widget, with surrounding shadow to mimic the client’s unit - generated 7 percent uplift Both variants, though successful in results, gave a smaller uplift compared to the variant that looked most like the site’s design. This proved that it wasn’t just increasing the size of the widget that helped. ### Outcome: After viewing the results, the client agreed to change the previous, dark background unit to the new Hero design. Before: After:   After keeping the old UI on 5% traffic in order to measure the long term effect of the new UI, we still saw a conclusive and positive uplift of 12% ### AB Testing Conclusion Using A\B testing to compare between two different designs is an amazing tool that can help Taboola explore and identify what works best for publishers and what should be avoided, thus improving performance. Don’t be afraid to take chances and test new and innovative designs. You’ll never know unless you try. --- ### Scaling Out Jenkins Based CI with Docker and Nomad URL: https://www.taboola.com/engineering/scaling-out-jenkins-based-ci-with-docker-and-nomad/ Last Modified: 2025-01-14 14:37:38 The existing CI processes in Taboola are quite demanding - a full product build includes 150 maven modules accounting for about 20000 unit tests. Beside running builds from master branch there are also builds for all feature branches and patch releases. All in all accumulating to more than a hundred builds per day. Some of the executed tests are pretty heavy on CPU and memory, performing resource-intensive data crunching. As you can imagine - all this requires substantial CI infra horse power. Which it definitely possesses: Taboola’s Jenkins cluster currently has 35+ Jenkins slaves, each with 20 to 40 CPU cores and at least 100 Gb memory. Each slave runs 5 to 10 executors. All in all - a powerful CI/CD factory. But even with all this power - there are limitations. On the day of the weekly release the volume of builds peaks and we sometimes find ourselves starving for resources. Builds line up in queues wasting valuable developer time and causing unnecessary stress. Further enhancing the problem is the fact that some of the build slaves have specific system configuration and can’t be used for all kinds of processes. We love and nurture our pet servers but treating them as cattle is so much more productive. So there’s room for improvement! Add to this the fact that Taboola has been growing fast and we can only anticipate the build volume to continue accelerating in the future - and finding that improvement becomes a necessity. Taboola development infra (should we say DevOps?) team is constantly looking at ways of enhancing the overall productivity and eliminating bottlenecks in the delivery process. Smart test execution algorithms have been developed breaking down the tests into variable size chunks to optimize the load distribution. But we didn’t want to stop there. On a quest to maximize effective resource utilization we started looking at using containers. It’s no secret that in the last couple of years they’ve become the single hottest piece of technology everyone is raving about. They bring all the benefits of workload portability, resource isolation and deterministic deployments. And yes - they are a perfect match for CI/CD - allowing to quickly spin up and tear down pristine and versioned build and test environments. Moreover - they can help with turning our Jenkins slave cluster into a real herd of cattle, where all we need from the slave nodes is to have Docker installed - all the rest of configuration will be taken care of by container images. As with all improvement initiatives involving new tech - we started out small. Installed the Jenkins Docker plugin and set out to create the build slave image equipped with all the needed tools. The physical build slaves are managed by Foreman+Puppet - so puppet manifests were a great help in getting this configured fast. Once the slave image was ready we uploaded it to Taboola’s Artifactory integrated Docker registry and tried running builds from Jenkins with the use of Jenkins Docker plugin. Another day of tweaking was spent trying to get the ssl certificates working but in the end we achieved great success - the build and tests were passing! Unsurprisingly it took hours to complete the full cycle as at this stage we were only using one physical Docker host for our games. As depicted in the following diagram: Now that we’ve proven the build could be executed in a container the time came to decide on a container scheduling solution. Container schedulers (sometimes also referred to as orchestrators) are responsible for receiving container workload tasks and distributing them across a cluster of container hosts. A number of solutions exist with the most renowned being Docker Swarm (by Docker Inc), Kubernetes (from Google) and Marathon (from Mesosphere). But we didn’t go with one of those. Instead we chose to try a tool that comes from a company we’ve learnt to rely on - Hashicorp. Taboola has been using their service discovery tool - Consul in production for quite some time, and we heard good things about their scheduler/cluster manager named Nomad. Beside coming from Hashicorp, it also boasts the following attractive features (as stated on the official website): - Flexible Workloads: Nomad can schedule containers, but also standalone applications and batch tasks across a cluster of hosts. - Operational Simplicity: Nomad ships as a single binary, both for clients and servers, and requires no external services for coordination or storage. Nomad is distributed and highly available, and combines resource management and scheduling into a single system for simplicity. - Built for Scale: Nomad was designed from the ground up to support global scale infrastructure. Nomad is distributed and highly available, using both leader election and state replication to provide availability in the face of failures. Nomad is optimistically concurrent, enabling all servers to participate in scheduling decisions which increases the total throughput and reduces latency to support demanding workloads. The decision to go with Nomad was taken in collaboration with Taboola’s production operations team. They were also looking for a cluster management solution and it was decided we will all be better off by joining our research efforts. Additional motivation was provided by this blog post which showed us integration between Nomad and Jenkins was already taken care of: http://www.ivoverberk.nl/scalable-ci-cd-with-nomad-and-jenkins/ All we had to do is connect the dots! We’ve created a Nomad cluster, installed the Jenkins plugin and tried to schedule our first Nomad-based docker slave. Now it looked like this: But of course it’s never that easy. One of the issues we had to deal with was the fact that current builds rely on 1) shared workspaces and 2) configuration written to an NFS mount. Nomad in its current configuration doesn’t allow mounting specific host folders into containers. This makes some sense - if you want real dynamic cluster scheduling you don’t want to depend on data sitting on the host. But that also meant we had to mount the NFS from inside the container at bringup. While fully possible in Nomad - this wasn’t doable through the Jenkins plugin. But that’s what’s so great about open source. You need functionality - you’re free to build it! We extended the plugin to support alternative container bringup commands, verified it was working and submitted a pull request to the official Github repo. The maintainer - Ivo Verberk, was quick to react - he merged the change, added some improvements of his own and released a new version. In the meantime we encountered a new issue. Containers weren’t getting scheduled fast enough. Sometimes Jenkins would idly wait for up to a couple of minutes before deciding to schedule a new slave. Now multiply this by 50 test jobs and you find yourself waiting for hours… The investigation of Jenkins slave scheduling strategy wasn’t easy - it is not really documented and the examples online are rare and sparse. The real breakthrough came from reading the code of Yet-Another-Docker-Plugin. It revealed that there is a better way - extending Jenkins NodeProvisioner.Strategy . A couple of days of tweaking and voilà - we had slaves coming up in seconds, not minutes - just as one would expect from containers. This has also been merged upstream and is now part of jenkins-nomad-plugin release 0.3 So the end result is a cluster of 4 Nomad nodes capable of running 15-20 Jenkins slaves whenever needed. We’re still sorting out some stability and performance issues with this setup. As mentioned - Taboola testing suite is very CPU and memory-intensive and we occasionally see some jobs strangling others when scheduled on the same node. Probably comes down to careful resource quota tuning. We still need to find the perfect balance between stability and efficient resource utilization. Of course any tips on this will be most welcome. The conclusion: Nomad and Docker are still young technologies. Together they can provide great benefits for your software delivery tooling, but there’s tweaking involved. As always with open source - you can enjoy it the most if you’re prepared to give back. We’ll be happy if you decide to use Jenkins with Nomad and benefit from our contribution to the plugin. Technology grows faster with community support - so do let us know if we can help you, or if you can help us. Building software together is much more fun. After all that’s what DevOps is all about. Happy delivering! --- ### More than one Graph - Code Reuse in TensorFlow URL: https://www.taboola.com/engineering/more-than-one-graph-code-reuse-in-tensorflow/ Last Modified: 2025-01-14 14:37:38 Large production pipelines in TensorFlow are quite difficult to pull off. Training small models is easy, and we mostly do this at first, but as soon as we get to the rest of the pipeline, complexity rapidly mounts. One reason is that the "Computation Graph" abstraction used by TensorFlow is a close, but not exact match for the ML model we expect to train and use. How so? Typically a model will be used in at least three ways: - Training - finding the correct weights or parameters for the model given some training data. Often done periodically as new data arrives. - Evaluation - calculating various metrics during training on a different data set to evaluate training quality or for cross validation. - Serving - on-demand prediction for new data There could be more modes. For example we could re-train an existing model or apply the model to a large amount of data in batch mode. While the conceptual model is the same, these use cases might need different computational graphs. For example, if we use TensorFlow Serving, we would not be able to load models with Python function operations. Another example is the evaluation metrics and debug operations like `tf.Assert` - we might not want to run them when serving for performance reasons. Turns out we need 3-5 different graphs in order to represent our one model. The are a couple of ways to do this, and picking the right one is not straightforward. ## Can't we just build a graph and update it as we go? TensorFlow graphs in Python are append-only. TensorFlow operations implicitly create graph nodes, and there are no operations to remove nodes. Even if we try to overwrite with tf.Session() as sess: my_sqrt = tf.sqrt(4.0, name='my_sqrt') # override my_sqrt = tf.sqrt(2.0, name='my_sqrt') #print all nodes print sess.graph._nodes_by_name.keys() TensorFlow will just add a suffix to the operation name: What's done cannot be undone, so to speak. So what can we do? We can try to create more than one graph. ## Creating multiple graphs with the same code This is the method that we usually find in the documentation. A dropout example might look like this: if is_training: activations = tf.nn.dropout(activations, 0.7) TensorFlow even ships with tools like `tf.variable_scope` that make creating different graphs easier. This approach has a big drawback however - the serialized graph can no longer be used without the code that produced it. Even a small change (like changing a variable name) will break the model in production so to revert to an older model version, we also need to revert to the older code. This is not always practical with larger repositories and in any case requires some operations effort. In addition, training and evaluation don't use the same graph (even if they share weights) and require awkward coordination to mesh together. So we still want one graph, but we want to use it for both training and evaluation. And maybe serving... But definitely training and evaluation. ## Using one graph with conditional logic TensorFlow does have a way to encode different behaviors into a single graph - the `tf.cond` operation. is_train = tf.placeholder(tf.bool) dropout = tf.nn.dropout(activations, 0.7) activations = tf.cond(is_train, lambda: dropout, lambda: activations) The big advantage is that now we have all of the logic in one graph, for instance, we can see it in TensorBoard. Now our serialized models work for training and evaluation. There are two sources of complexity that make the picture less rosy though - laziness and queues. ### Laziness and the conditional operator Let's say we have an expensive operation we would only like to run during evaluation. If we put it behind a conditional operator, we would expect it to only run at evaluation time. This is also true if we mutate something as result of a condition such as the case with batch normalization. This is not always how it works in TF. The `tf.cond` operation is like a box of laziness, but it protects only what's inside. So this code works correctly: # Good - dropout inside the conditional is_train = tf.placeholder(tf.bool) activations = tf.cond(is_train, lambda: tf.nn.dropout(activations, 0.7), lambda: activations) But this will run the dropout even if `is_train == False`. # Bad - droupout outside the conditional evaluated every time! is_train = tf.placeholder(tf.bool) do_activations = tf.nn.dropout(activations, 0.7) activations = tf.cond(is_train, lambda: do_activations, lambda: activations) ## Queues and the conditional operator Queues are the preferred (and best performing) way to get data into TensorFlow. Typically, train and evaluation will be done simultaneously on different inputs, so we might want to try the approach above to get them into the same graph. tf.cond(is_eval, lambda: tf.train.shuffle_batch(eval_tensors, 1024,100000,10000), lambda: tf.train.shuffle_batch(train_tensors,1024,100000,10000)) It doesn't work however. TensorFlow would inform us that `operation has been marked as not fetchable` and crash. The issue is that TensorFlow, does not allow us to enqueue conditionally. However, `shuffle_batch` operation creates the queue and dequeue operation together. To avoid this we need to split the operation into a conditional part that creates the queue, and conditional part that pulls from the correct queue. Here is an example (the full code is quite long so I only left the relevant parts) def create_queue(tensors, capacity, ...): ... queue = data_flow_ops.RandomShuffleQueue( capacity=capacity, min_after_dequeue=min_after_dequeue, seed=seed, dtypes=types, shapes=shapes, shared_name=shared_name) return queue def create_dequeue(queue, ...): ... dequeued = queue.dequeue_up_to(batch_size, name=name) ... return dequeued def merge_queues(self, is_train_tensor, train_tensors, test_tensors, ...): train_queue = self.create_queue(tensors=train_tensors, capacity=... ) test_queue = self.create_queue(tensors=test_tensors capacity=... ) input_values = tf.cond(is_train_tensor, lambda: self.create_dequeue(train_queue, ...), lambda: self.create_dequeue(test_queue, ...) So we can get what we want with the conditional operator, but the code is more complex and harder to understand. Operations should be easier though - we have simple serialized graphs and monitoring. Could we avoid conditions entirely and somehow work around the append-only limitation? ## Working with saved graphs Most pipelines serialize graphs, if only for serving. One very important thing we can do with model is to serve serialized representations. TensorFlow Serving is outside the scope of this post, but the general idea is that to get a full featured server we just need to run: bazel-bin/tensorflow_serving/model_servers/tensorflow_model_server --model_name=my_model --model_base_path=/my/model/path Running our training graph in TensorFlow Serving is not the best idea however. Performance is hurt by running unnecessary operations, and `tf.py_func` operations can't even be loaded by the server. Luckily, the serialized graph is not like the append only graph we had when we started. It is just a bunch of Protobuf objects so we can create new versions. As an example, below is a simplified and annotated version of the `convert_variables_to_constants` function in `graph_util_impl.py` that (unsurprisingly) converts variables into constants. It's useful because this can be faster when serving in some cases. def convert_variables_to_constants(sess, input_graph_def, output_node_names, variable_names_whitelist=None, variable_names_blacklist=None): inference_graph = extract_sub_graph(input_graph_def, output_node_names) ... # Here we find the variable we want to convert for node in inference_graph.node: if node.op in : # Compute a list of variables found ... #Here we create a new graph with the variables replaced by constants output_graph_def = graph_pb2.GraphDef() ... for input_node in inference_graph.node: output_node = node_def_pb2.NodeDef() if input_node.name in found_variables: # Make output_node into a new constant with the variables weights else: output_node.CopyFrom(input_node) output_graph_def.node.extend() print("Converted %d variables to const ops." % how_many_converted) return output_graph_def TensorFlow actually ships with a few ways to manipulate saved graphs. An example is the `quantize_graph` tool and the `freeze_graph` tool which uses the code in the example above. You can use them if they fit your needs, but make sure that they work with your serialization format. ## Serialization formats At least at the moment (TF is at 1.2), there are many different serialization formats used by TensorFlow and serialized graph manipulation is quite complicated. The formats currently used are: - `GraphDef`- only defines the graph structure without weights or serving considerations. Graph freezing code is written for this format. - `Saver` - adds operations to load weights from files to a Graph - `SessionBundle` - adds a signature for serving most graph manipulation code is written for this format - `SavedModel` - the future of graph storage (for ML models). Allows versioning, signatures, the works. Support for manipulation is not great for now. As of Tensorflow 1.2, most graph manipulation tools work with `GraphDef` objects and serving works with `SavedModel` objects. Older versions use `SessionBundle` more. Documentation usually points to the correct input format. ## Our approach here at Taboola In order to simplify operations, and make experiments easy to reason about, we try to avoid the code-model dependencies. Our general strategy is to create a super-graph that can train, evaluate, already at at train time. For code reuse between train and evaluation we use conditional operations, and we prepare the graph for serving using serialized graph manipulation. Online experiments are a big part of our workflow, and we have serving machines around the world, so lowering operational complexity is well worth the effort. This approach has worked well for us. So far we have shipped two big pipelines, training, evaluating and deploying dozens of models. --- ### Choosing a Reliable Synthetic Monitoring Solution: A True Story URL: https://www.taboola.com/engineering/choosing-a-reliable-synthetic-monitoring-solution-a-true-story/ Last Modified: 2025-01-14 14:37:38 Synthetic monitoring is something that we all do. It’s almost something that you don’t think about. You set up a monitor and it just tells you if the service is up or down, most times with just a simple GET. There are the giants in this field (lately consolidated under the Keynote brand as part of AppDynamics) and the new comers like Catchpoint, ThousandEyes, Pingdom (now part of SolarWinds) and WorldPing. All solutions have the same basic concept, pull website information from different agents around the world and provide visibility for the web site operator on uptime, response times and other metrics. But what happens with you have a failure, and no alert? These tools have become so widespread and have such long usage history, that it almost seems pointless to compare. This is a solved problem, no? Just take the cheapest one out there and you're done. Here at Taboola Engineering, we decided to take a second look, as we had some glitches with our monitoring provider and as with every IT issue, you want to learn and improve to better the service for the next time. This is the journey we took to migrate off the big brands. The story starts in mid 2015, I was on the train to meet friends after hours and got a call from the VP Marketing. “Is our web site down?” he asked me. My initial response was no, obviously not, how could it be? Not one alert fired, not one call from the NOC, and not one PagerDuty incident was created; surely the site must be up. But, as with all such calls, the easiest thing was to just browse the web site from my phone. Now at this point, you know the feeling, the train rattles on, the scenery around you blurs and field of vision narrows down to the small screen of the phone in front of you. And the phone screen stubbornly remains white. The website isn’t loading and with each second that ticks by you know the site is down, and the monitoring failed you. I brought back the phone to my ear and told the marketing exec, “yes, you're right”, something is wrong, although I don’t know yet what that is. Time to dive deep and bring the site back. “Thanks for calling, I’m on it” was the closing line and the lead into the troubleshooting session. My first move was to login to our monitoring service, one of the old respectable services. It was immediately clear that the site was down, and for more than a few hours. The fix was easy (the problem was with a bug in the landing page code, an easy roll back) and within 15 minutes the site was back online. But why didn’t I get any alert? Looking into the configuration of the monitoring system, it was not immediately clear what had gone wrong. The configuration is long, the GUI is very old and the system is sluggish at best, but hey, this is the de-facto industry standard for web monitoring. Eventually, with help from my team we found that the default configuration for alerting reads that most types of errors (DNS, connection timeout, error 500 and many many more) should send an alert, except one - “misc error”. It seems that the service took the failure to load a page and match text as a miscellaneous error, so that is the only alert that doesn’t get sent via email or API. Missing the alert was the tipping point for our search in the path to find simpler and faster synthetic monitoring services. I am not saying in any way that missing the downtime is to be blamed on the monitoring service. We could have better engineered the system. Checking for lower boundary and not only top boundary alerts. Adding to that a simple one statistic of uptime and pulling it with an API call to a collection system or some internal observability system. But there is also something to be said for over engineering a solution. The simple fact is that we were looking to offload this task to an external provider, and we were now in the search for some solution that would be simple, fast, flexible, cater to a simple API, have a plugin or add-on community (or market) and above all would find incidents faster. At the time, worldPing were just at closed beta stage but it was clear that there is something different in this products approach. Simplicity, efficiency, full API integration, no compromise GUI. ### The New Approach - Short Intervals The first thing to notice is the very low interval of the testing cycle. We now had a service that can test our site and SaaS in 10 second intervals. The ability to get 20 agents pulling every 10 seconds provides many data points and the ability to alert on them very fast. At the basic level, if you wish to wait for 3 agents to fail 3 times for an alert, you need only wait for 30 seconds. For services that wish to be highly available shortening the time of alerting is an important place to shave off valuable time in the MTTR. (obviously it is best to be proactive and resolve issues before they develop to downtime). This also allows for fast updates when issues are resolved. When running a troubleshooting session and you want to see if a change worked, or at least made a difference, there is very little time to wait, as the metrics come in fast and the system can display them in good timing. Test interval of 10 seconds per agent: ### The New Approach - Easy API Access Next is the API access. As we already have our solution for dashboards (Grafana) there was little to no work for integration, but nonetheless, pulling stats from the service is easy. Providing a good source of information for multiple internal clients to view the status of the website or service was a great win. Other integrations for automatic alerting directly for the person on call was the next logical phase. Bringing issues to the attention of the on-duty engineer further helps reduce MTTR. So the fact the alert comes in fast is the first piece, and reaching the right person is the second. ### Testing the Product For the next 7 months we tested the solutions neck to neck, alerts were sent in parallel, both systems updated with the new endpoints to be monitored. It was clear from the first alert that one system is fast and the other is not. No false alarms were sent, no real event missed. But changing synthetic monitoring systems is something that one doesn’t take lightly. We have been using the legacy system for many years, and personally I have been using them for over a decade. When the renewal for the legacy system came in, it was clear that this would not happen. We have not logged into the system in months and have moved all our troubleshooting sessions and visibility to the new system (worldPing). One specific feature stood out - Scatter Plot. While line graphs are all nice and pleasing on the eye, there is a lot of information missing. The more data you have, the harder it is to render the scatter plot and some of the providers put a cap on the data allowed in the graph (truncating it or right down denying access to more than 5 days). With WorldPing we found the response time of the scatter plot pleasing and the ability to customize any report, and the scatter plot among them a power data visualization tool. 15 minute graph: 24 hour graph: 7 day graph: We now have a fast responding SaaS provider with coverage for all the features we were looking for: - Fast test intervals on multiple regions of agents - The ability to add private agents and add to the data set our own measurements (internal or external) - Main HTTP protocol path covered (network connectivity, DNS lookup, HTTP and HTTPS) - Keyword search in the results - Custom header for the agent, to filter out in the logs - Fast alerting While you might want additional “full browser” tests for some cases, for our business this was more than enough. The flexibility of the solution with the ease of use and speedy setup allowed answered most of what we needed. With the team working in Grafana on a daily basis the actual use of the tool was much higher, as you now have the same user interface as Grafana. The legacy solutions were measured and found wanting. No more high pricing for synthetic solutions that when we had a downtime didn’t alert. No more solutions that take 5 min to send off the alert for of an issue. Now I know of issues way before I get the call, most times, I know of them before they become a major issue. --- ### Testing with Selenium: Covering an Enterprise Web Application URL: https://www.taboola.com/engineering/testing-with-selenium-covering-an-enterprise-web-application/ Last Modified: 2025-01-14 14:37:38 ### Regression Testing a Complex UI Web applications are a mischievous bunch. When they are born they are usually small, clean and orderly, but they may grow up to become complex and error prone monsters. Each feature added to the mix increases the chance of a new bug appearing, a promise that is usually fulfilled. When developing a large and complex web application, we need to be able to continually check regressions and verify that everything that worked until now is still working. So that at least we won’t break more than we need to. Taboola is are a web company, and must deliver on a very rapid pace. We ship many features on a continuous basis. Under such circumstances no matter how big your QA team is, it will never manage to cover the entire system for every delivered feature. This means an extensive testing automation framework is a must. Entering the stage: Selenium Selenium is a robust browser automation framework, allowing us to write web tests with many different languages: Java, C#, Python, etc. Simply said: it provides an API that allows us to simulate user behavior on browsers. Selenium supports all major browsers, and provides a relatively simple API to test everything UI. ### Testing in Taboola Taboola’s publishers and advertisers use a large enterprise web application called Backstage. Backstage is mainly composed of forms and reports (charts and tables). A peek into a Backstage formBackstage has grown over time. Features are continuously being developed and deployed each week, many of these by different teams that may inadvertently break each other’s functionalities. At each change we need to make sure we haven’t broken anything. Even with QA teams working around the clock, we need to have the best coverage possible. Sometimes a small fix in one report can create havoc on a different form, and we need to catch that in time. So how can we test this behemoth of an application? To cover as much as possible, we use different test frameworks: - Mockito for server unit tests - Karma for JS unit tests - Wraith for visual (screenshot comparison) testing - Selenium for client functional and acceptance testing - REST-assured for API testing We strive to cover each possible flow that may occur from user interaction with Selenium. Testing the flows actually becomes part of our server testing, since it validates all integration points. Since it’s almost impossible to cover everything, we cover most of the relevant use cases. Testing coverage is then increased over time with these rules: - As part of fixing each bug, a developer has to add a coverage test verifying the same bug won’t return - As part of developing a new feature, a developer has to add tests covering the new behavior. The feature is only approved for production after manual QA and all Selenium tests have passed Over time this has helped us create a dense coverage of the Backstage application. ### Taboola’s Selenium Solution The following diagram shows our solution: Let’s examine the different parts. ### The WebDriver Framework To be able to add tests easily, we have created a framework that represents the actual pages of the application. Each element is represented by a Selenium component, allowing tests to interact with the website in our tests, as though we were a user. For Selenium to be able to simulate user behavior, we needed to create a representation of all the components in the site. Each element is represented by a Selenium component, allowing tests to navigate and interact with the UI. We call this the WebDriver Framework. ### Application Components For each web component type we created a Selenium representation that knows how to react and read data from this component. It receives the WebElement Selenium object that identified it on the web page, and uses it as a base for all behaviors. For example, a checkbox component: The Checkbox’ constructor receives the WebElement that wraps the actual element. For example, if a checkbox can be located by its id, it can be passed like this: @FindBy(id=”myCheckboxId”) private WebElement myCheckboxElement; …. Checkbox myCheckbox = new Checkbox(myCheckboxElement); The actual components are combined in the application structure section. ### Structure After we have all the necessary components, we gather them to the different web pages in our application. A Page class represents a single web page, and its different implementations allow us to represent all the pages we have and their relations. ### Writing the Tests Taboola’s Selenium solution is powered by JUnit, providing the power of assertions and test focused development. Their structure is in JUnit fashion, with @Before annotation for test preparation, @After for test tear up, and @Test for the different tests. We have divided the tests into classes, according to the section they cover in Backstage. This is an example of package structure for our tests: - Campaigns <- All Campaign related tests Management <- All Campaign Management related tests Form <- All Campaign Create/Edit related tests Create <- All Campaign Creation tests - Edit <- All Campaign Edit tests - Validate <- All Validation tests (successful and errors) - Misc - Inventory <- All Campaign Inventory related tests - Table <- All Campaign Management Table report tests - Reports <- Other campaign report tests - RSS <- RSS Inventories tests - SelfService <- Self-service Flow tests - approving and rejecting campaigns - Editorial Tools BlockContent - LookBackSettings - ….. Each package has a base class that is extended by all classes in subpackages. These base classes provide all the necessary logic to generate entities related to this section. In order to avoid super long waiting time for tests to conclude, a lot of thought was put into the test preparation stages (the @Before and @BeforeClass methods). Since similar tests are gathered in the same classes, a BeforeClass preparation method generates all needed entities that can be reused. While a Before method takes care of the buildup that can’t be shared (logging in, reaching the page, etc.). To facilitate easy entity generation we’ve created a utility class, DatabaseUtils, which is used for all preparation steps. ### Tips for Writing Selenium Tests After a lot of pain and gain, I’d like to share some important points to be aware of when writing Selenium tests. - Copy/Paste is your enemy. Since many tests can repeat the same flows with small changes, identify all similar flows and bundle them into utility functions. Test code can become very large very fast, and if you’re not paying attention maintainability can become an impossible task. - Don’t use the same entities and data for different tests, if they are being modified during tests, tests will run in parallel and may break each other’s data. Only generate entities that will remain immutable in BeforeClass methods. - You don’t need to test everything. For component or small page element behavior, you can use Karma tests. Selenium tests are slow - use them for user flows and not for every component aspect. - That being said - assert everything possible. While interaction is slow, assertion is fast. Assert existence of elements, their visibility, their states - whatever comes to mind. - Remember that tests take time to run because they emulate user behavior. Aspire to generate lean and specific flows with most of build up done to the database and not through the test itself. - Don’t panic! It’s not specific for Selenium, I just think it’s a good tip for everything you do. ### Summary Selenium is a massive testing framework, and I have only touched the tip of the iceberg in this post. The most important thing to keep in mind when building these tests is: KISS. Keep It Simple, Slugger. You can start by building a partial cover of your web application only, no need to head on with a full blown solution. This will keep some of the bugs at bay, and that’s more than you had before. I would love to hear what hurdles you’ve come across in your implementation, and of course about the successes as well. Do you already implement a Selenium testing framework? What are the lessons you’ve learned from your implementation? --- ## Marketing Hub ### AI Ad Creative on the Open Web: A Performance Advertiser’s Guide URL: https://www.taboola.com/marketing-hub/ai-ad-creative/ Last Modified: 2026-07-13 11:20:52 Performance marketing teams are using open web advertising to discover massive new audiences and cost-effective inventory, as they move beyond oversaturated search and social channels. The open web offers massive scale, but it also brings fragmented ad formats and volume requirements that can quickly stymie a small team. Without the help of artificial intelligence (AI) resources, performance advertising teams can easily fall behind. Incorporating AI ad creative can save time, as well as helping break through creative fatigue and testing effective copy and creative in a fraction of the time, versus strictly manual work. ## What Is AI Ad Creative? AI ad creative refers to the use of artificial intelligence tools to generate, optimize, and score advertising assets. These might include images, video, copy, and any other assets included in a performance marketing AI strategy. Done well, AI ad creative can take an advertising team from using slow, manual design processes to data-driven workflows built for high conversion output. It allows teams to scale in a way that isn’t possible otherwise. AI ad creative tools include AI ad generators that provide all-in-one ad creation, along with video generation, image creation and editing, performance analysis and prediction, copywriting, and more. As heavily used social and search channels show diminishing returns, advertisers are exploring broader options, and AI tools can help performance marketers meet the open web opportunity. The open web — sites beyond the walled gardens of Google, Meta, and others — includes independent websites, news outlets, and other channels with massive reach. AI’s capabilities make it easy for marketers to scale ad creative quickly, which wasn’t previously possible for small, human-only teams. AI can support creating thousands of different ad sizes for these varied placements. ## Gauging the Core Capabilities of AI Ad Creative Generators When deciding on an AI ad creative generator for your particular needs, it’s essential to look at how a particular tool can ingest brand guidelines, then produce ready-to-launch campaigns, with the format types needed. Keep these capabilities in mind when evaluating AI ad creative generators: ### 1. Rapid Visual and Video Production AI features can transform product photos into studio-quality static ads or create dynamic ad variations, such as AI video ads, to ensure synergy across channels and formats. Brands can use these features to produce high-end content without long production cycles or expensive photo shoots. These features can also be useful in creating or editing imagery to fit holiday or event campaigns, or to target a particular audience. ### 2. Data-Driven Copywriting and Hooks High-converting ad copy is a top performance marketing goal across industries, and AI models can be particularly helpful here. AI ad generators can create headlines and CTAs based on high-converting frameworks, then use data to refine and test variations. AI tools analyze the psychological tone of the associated visual, taking into account brand guidelines, then create a cohesive, persuasive message. ### 3. Predictive Creative Scoring Predictive creative scoring helps marketers get to the ideal creative to reach audiences, but it can also save significant budget and time. With predictive creative scoring, AI and ML can evaluate newly generated creative work against historic performance metrics like CTR, brand recall, and others. The AI analyzes the potential impact of the ad. With that data, teams can make sure to only allocate budget to those assets with the best statistical probability of success. ## Beating Creative Fatigue With Infinite Variations Modern digital audiences often look past ads they’ve seen before. This creative fatigue can be a real barrier to success for performance advertisers. AI tools can go beyond the creativity and available time of advertising teams to instantly produce brand-new, data-backed variations of successful ads and campaigns. These quickly created ads can extend campaign lifespans without requiring a lot of extra resources. ## Adapting Ads for Diverse Open Web Placements The open web requires multiple creative formats and sizes, which can easily consume a marketing team’s time. AI is able to automatically resize and reformat work so that the visual in a standard display banner can become a native content widget in seconds. This allows advertisers to adapt quickly and test campaign variations in hours, instead of months. ## Using AI for Competitor Analysis Beyond creating images, video, and copy for ads, AI platforms offer features that can identify and then reverse-engineer top-performing ads across particular industries. These can save a ton of time in competitor research and building a strategy. Consider exploring these capabilities depending on your business and marketing goals: ### Social Media and Sentiment Analysis AI tools can monitor the engagement rates, hashtags, and overall user sentiment of competitors to show what’s resonating. ### Automated Monitoring and Alerts Set up AI agents to continually track competitor websites for changes, then alert at certain thresholds or updates. ### SEO and Content Strategy Analysis AI tools can analyze keyword rankings, content gaps, and traffic sources of competitors to help you make regular updates. ## Exploring A/B Testing Strategies for AI-Generated Assets Using an AI ad generator brings a lot of power to your performance marketing team, particularly when it comes to ad creative testing. It also brings a new surge in the sheer volume of ad variations you can test. It’s easy to get overwhelmed by the possibilities, so make sure you bring a systematic approach to this multivariate testing, following these steps: - Define the goal of which metric you’re optimizing for and a hypothesis of which variant will perform better. - Use a tool like the GenAI Ad Maker to create multiple high-contrast variations of different ad elements, like headlines, images, and CTAs. Or, start with broad visual concepts if you don’t already have a sense of what’s generally successful with your audience. - Run the ads you want to test simultaneously to two equal audiences against a high-performing control version from your advertising platform. As with any A/B testing, focus on just one variable at a time, like the style of the image or the tone of the headline or CTA copy. - Once you have a statistically significant sample size, see what your ad platform or other AI-powered tools can tell you about the winning variant. - Use the AI tool to make smaller optimizations, like color tweaks. - Allocate budget accordingly to the winning ad. ## Integrating AI Into Your Performance Marketing Workflow The possibilities of using AI in performance marketing are nearly endless, and the number of product options on the market can support teams’ goals whatever their size, budget, or industry. Keep these tips in mind when adopting AI and integrating it into your performance marketing workflow: - Prioritize high-quality, organized, and compliant data from the start to ensure on-brand outputs and accurate insights. - Automate repetitive tasks first with AI (e.g., campaign monitoring) to learn quickly and continue automating workflows. - Use a “human in the loop” model: set guidelines for AI usage and review all AI output for brand safety and consistency. ## Measuring the ROI of AI Ad Creatives Many AI ad generation platforms will assist with measuring ad creative ROI, but make sure you’re tracking your preferred key performance indicators (KPIs) when you’re paying to use AI-generated ad creative tools. Some foundational metrics include click-through rate (CTR), cost per acquisition (CPA), and return on ad spend (ROAS). When using AI ad creatives, remember that a core value metric is the reduction in creative production turnaround times. ## Key Takeaways AI capabilities have matured so quickly that performance marketers can now choose from a variety of platforms, depending on their needs. This maturity curve aligns nicely with the potential of open web advertising, which offers scale and incremental growth beyond the walled gardens of search and social. Modern performance marketers have to include AI automation in their strategy to overcome creative fatigue, save time and money, and successfully scale on the open web. ## Frequently Asked Questions (FAQs) ### How does AI improve ad creative performance? Beyond simply making different types of ad creative, AI ad generators are able to analyze vast amounts of historical performance data to predict which visual and textual elements will drive the highest engagement. With this information, ad generators can then create optimized variations for specific audiences. Ideally, you’ll then see increased CTR and lowered CAC. ### Can AI generate video ads as well as static images? Yes, AI ad generators can produce video ads as well as static images to provide consistency across formats. AI-generated videos can be very realistic, with AI avatars, voiceovers, product interactions, and more, all without the overhead expenses of a studio. AI can also write effective copy. ### Does using AI ad creative mean replacing human designers entirely? No, it doesn’t. AI is an efficiency tool for performance advertising teams. It can cut out repetitive and time-consuming tasks like resizing, versioning, reformatting, repurposing, and ideating for testing and campaign expansion. Human designers and strategists can use AI as a tool to support their work of managing and using brand voice, building campaigns and setting goals, and developing creative guardrails for AI tools to follow. ### Why is AI crucial for campaigns beyond search and social? Search and social have served performance marketing teams well for many years, but their oversaturation and cost have become prohibitive. The open web offers less expensive opportunities, but the thousands of featured display and native ad placements require specific asset dimensions and guidelines. Work that would take humans many hours can be done in minutes or less with AI, which scales and adapts one core concept into every specific asset requirement. This makes multi-channel expansion an option for even very small teams. --- ### AI Campaign Optimization: How to Scale Performance on the Open Web URL: https://www.taboola.com/marketing-hub/ai-campaign-optimization/ Last Modified: 2026-07-13 11:12:25 You’ve maxed out your search budget. You’ve squeezed every dollar out of social. And yet, scaling feels harder than it was two years ago — because it is. Walled garden platforms are crowded, and crowded means expensive. That’s where artificial intelligence (AI) changes the equation. By applying machine learning to real-time data across the open web, advertisers can automate bidding, personalize creative, and identify high-intent audiences that the walled gardens of search and social simply can’t reach. The result is a fundamentally different approach to performance marketing, one that doesn’t just optimize for today, but continuously learns, adapts, and improves over time. ## What Is AI Campaign Optimization? At its core, AI campaign optimization means using machine learning algorithms to manage and improve digital advertising without relying on constant human intervention. Instead of manually adjusting bids, rotating creative, or reviewing performance reports, AI-driven marketing campaigns handle all of that automatically, far faster than any team could. This shift matters, as modern digital advertising generates more data than any person can reasonably process in real time. AI campaign optimization moves beyond manual management by continuously analyzing large datasets to predict outcomes and improve return on investment (ROI), making adjustments in the moment rather than waiting for an end-of-week report. What separates this from basic automation is the learning component. Traditional rules-based systems execute fixed instructions: “If cost per acquisition (CPA) exceeds a threshold, pause the ad group,” for example. AI-driven systems work on a continuous loop to: - Sense: Collect live data from connected platforms. - Analyze: Detect patterns, identify trends, and diagnose causes. - Decide: Determine the best optimization action based on your defined goals. - Act: Execute the change, evaluate the result, and feed outcomes back into the loop. That cycle runs without waiting for a human to run a report, and it gets sharper with every iteration. ## Core Capabilities of AI-Driven Campaigns The value of AI in performance marketing comes from a set of functional capabilities that work together. On walled garden platforms, those capabilities are limited by what the platform chooses to share. Those platforms also optimize for their bottom line as much as yours. On the open web, AI operates across a far broader data landscape, executing strategies at speeds and scales no human team can match. ### Autonomous Optimization and Real-Time Adjustments Autonomous campaign optimization doesn’t wait for a human to review results and decide on next steps. The system monitors performance signals continuously, making real-time ad adjustments to bids, budgets, and creative rotation to keep campaigns aligned with defined CPA and return on ad spend (ROAS) targets. Think of it as a campaign manager who processes every data point instantly and never needs a check-in. Instead of discovering a week later that a campaign has been underperforming, the AI identifies the issue and acts within minutes. ### Continuous Learning and Predictive Intelligence Every impression, click, and conversion becomes an input that sharpens the system’s predictive intelligence. Over time, the AI builds a picture of which behaviors and signals correlate with high-value conversions, and uses that picture to inform future targeting decisions. Instead of repeating yesterday’s wins, continuous campaign learning allows the system to predict tomorrow’s opportunities and prepare campaigns to capture them. This is an important distinction. A rules-based system gets better only when a human updates it. A predictive system gets better on its own, continuously, as long as the data keeps flowing. ### Full-Funnel Visibility and Analytics One of the persistent challenges in performance marketing is connecting upper-funnel activity to actual revenue outcomes. AI-driven marketing campaigns address this by pulling together acquisition, activation, and retention data across channels, then analyzing the complete picture to identify which touchpoints actually drive business outcomes. With full-funnel visibility, advertisers can see how open web advertising contributes to conversions — not just as an isolated metric, but as part of a complete customer journey. That clarity makes budget decisions sharper and ROI reporting more defensible. ## Advanced Audience Targeting Without Walled Gardens Google and Meta offer powerful targeting options, but they’re built around data those platforms own. Predictive audience targeting on the open web takes a different approach: using behavioral signals and contextual relevance to identify high-intent prospects across thousands of independent publishers. Rather than relying on demographic categories alone, machine learning for advertisers can analyze how people are behaving in real time — what they’re reading, researching, and engaging with — to gauge receptivity. Compared to walled garden targeting, this approach offers several advantages: - Broader signal set: Behavioral and contextual data across the open web isn’t filtered through a single platform’s reporting lens. - Discovery-moment targeting: Ads reach users while they’re actively researching relevant topics, not just because they match a demographic profile. - Lookalike modeling without platform lock-in: AI identifies traits common to your best converters and expands to similar audiences — no platform required. The result is a targeting approach that scales without the cost premiums that come with saturated walled garden inventory. ## Smart Budget Allocation and Bidding Strategies Manual bid management has always been a game of catch-up. By the time a human analyst identifies a high-performing placement and reallocates budget toward it, the window may have already passed. Cross-channel budget allocation powered by AI eliminates that lag. The system continuously evaluates which publishers and placements are driving the best results, shifting spend in real time to maximize efficiency. Instead of a static media plan that locks in allocations for weeks, advertisers get a dynamic allocation engine that responds to live performance data. This is especially important on the open web, where inventory quality varies significantly across publishers. AI-driven campaigns can surface which independent publishers consistently deliver strong returns, prioritizing those placements without requiring marketers to review site-level performance manually. ## Dynamic Ad Creation and Rapid Experimentation Testing used to be slow. You’d run two or three ad variants for a few weeks, pick a winner, and move on. Generative AI has changed that cycle entirely. Dynamic creative testing allows marketers to generate hundreds of ad variations, then let the optimization engine determine which combination of headlines, images, and copy resonates most with specific audience segments. AI-powered optimization delivers a 20%–30% improvement in campaign performance compared to periodic manual optimization. Much of that lift comes from this kind of continuous experimentation that no human team could sustain manually. The key advantage is that testing and optimization happen simultaneously. While the system identifies winning creative, it’s already shifting spend toward top performers. There’s no waiting period between learning and action. ## Overcoming Data Quality and Integration Challenges AI is only as strong as the data it works with. Before any of the capabilities above can deliver valuable results, advertisers need to address what might be the least glamorous part of the process: data readiness. Fragmented data is the most common obstacle. Advertising data lives in one platform, customer relationship management system (CRM) records live in another, and site analytics sit in a third. Without a unified tracking framework that consolidates these sources, AI models are working with an incomplete picture, and optimizing toward incomplete signals. These principles can help: - Define clear conversion events and ensure they’re tracked consistently across all touchpoints. - Consolidate data sources into a single reporting environment before scaling AI-driven campaigns. - Audit existing data for gaps, particularly around attribution windows and cross-device tracking. - Take data privacy considerations seriously, ensuring your approach to audience data is compliant with applicable regulations. Think of clean, unified data as the foundation. Miss this step, and no amount of AI sophistication will deliver useful results. ## Steps to Implement AI-Powered Strategies on the Open Web Getting started with AI campaign optimization doesn’t have to be overwhelming. A phased approach reduces risk while building the infrastructure needed for long-term performance. Here’s how: - Define your key performance indicators before touching a single platform setting: Whether you’re optimizing for CPA, ROAS, or lead volume, the system needs clear success criteria to work toward. - Audit your data sources to ensure tracking is complete and consistent: Gaps here will compound quickly once the system starts learning. - Choose a platform with native AI capabilities built for open web advertising: Look for a platform that integrates bidding, creative testing, and audience modeling in a single environment. - Launch pilot campaigns with limited budgets to validate performance before scaling: This initial phase feeds the AI with the conversion data it needs to begin learning. - Give the system time to calibrate before drawing conclusions: Early performance may be uneven as the model learns. Optimizing too aggressively in the early weeks can interrupt that process. - Expand reach: Once you’ve established a baseline, use predictive audience tools to expand to lookalike segments and scale what’s working. ## The Future of AI Marketing and Web Performance Performance marketing AI is moving fast, and the direction is clear: the days of optimizing for known audiences are giving way to something more dynamic. Campaigns now discover new audiences continuously, while creative strategies evolve in real time, rather than waiting on periodic reviews. Multi-agent systems are emerging as the next stage of this evolution. Specialized AI models work in parallel, each handling a unique function. One manages creative, another adjusts bids, and a third analyzes sentiment. Together, they share contextual insights and collaborate to achieve consistent optimization across platforms. Ad campaign orchestration at this level shifts the marketer’s role from hands-on campaign manager to strategic director, setting objectives, defining guardrails, and interpreting outcomes while handling AI execution. Over time, this brings a compounding advantage for open web advertisers. The earlier you build AI-powered infrastructure and start generating conversion data, the more sophisticated your targeting and optimization capabilities become. Early movers aren’t just ahead today. They’re widening the gap. ## Key Takeaways AI campaign optimization is no longer optional for performance advertisers looking to scale beyond saturated search and social platforms. By replacing manual bid management and creative decisions with autonomous, real-time optimization, AI-driven campaigns on the open web continuously learn and improve with every conversion event. For advertisers, the strategic case is straightforward: the earlier you build this infrastructure, the wider your performance advantage grows, and the harder it becomes for competitors who lag behind. ## Frequently Asked Questions (FAQs) ### How does AI campaign optimization improve marketing ROI on the open web? AI algorithms analyze real-time performance data across thousands of independent publishers, automatically adjusting bids, reallocating budgets, and rotating creative to prioritize what’s working. By acting on high-intent behavioral signals and eliminating manual guesswork, performance campaigns on the open web consistently improve return on ad spend without requiring constant human oversight. ### Why should performance advertisers focus on expanding beyond Search and Social? Walled garden platforms are increasingly saturated and expensive. The open web offers access to vast, untapped inventory, and today’s AI-powered tools can target that inventory with the same efficiency as traditional networks, often at a significantly lower cost per acquisition. ### Can AI handle ad creation as well as campaign optimization? Yes. Modern generative AI tools can rapidly produce multiple ad variations across headlines, copy, and creative formats. The optimization engine then tests those variations in real time, ensuring the right creative reaches the right audience at the right moment, automatically shifting spend toward top performers. ### What is the biggest challenge when implementing an AI optimization strategy? Data quality and integration are the biggest challenges in AI optimization implementation. AI models require clean, consolidated data to generate useful predictions. Establishing consistent tracking, unifying data sources, and auditing for gaps before launching AI-powered campaigns is essential, and it’s often the step advertisers underinvest in. --- ### 6 Best Practices for Successful CTV Advertising Campaigns URL: https://www.taboola.com/marketing-hub/ctv-advertising-best-practices/ Last Modified: 2026-06-30 11:19:08 Connected TV (CTV) has spent years being sold as the premium awareness play. Big screen. Big reach. Big brand moments. But the conversation is shifting, and it’s shifting fast. Advertisers are no longer content with impressions as the endpoint. They want to know what happened after someone watched their ad. Did they visit the site? Did they buy something? The era of CTV performance advertising is here, and the brands winning right now are the ones who’ve stopped treating connected TV like a billboard and started treating it like a conversion channel. Here are some best practices to build campaigns that actually deliver. ## 1. Lay the Right Foundation Before You Buy a Single Impression Most CTV campaigns fail before a single ad runs. The reason is almost always structural. The teams involved didn’t align early enough, the identity data was inconsistent across planning and buying, or the budget was inherited from last year’s media mix without questioning whether it still made sense. If you’re serious about programmatic CTV best practices, start by getting your house in order. ### Align Teams Around Clear KPIs Before launch, everyone touching the campaign — brand, agency, media partner, analytics — should be working from the same objective. “Awareness” and “performance” require different buying approaches, creatives, and measurement frameworks. If your brand team wants impressions and your performance team wants conversions, you’ll get neither. ### Build Your Budget From Zero Instead of taking last year’s TV spend and shifting a percentage toward CTV, build from current viewer behavior. Where are your audiences actually watching? How do their device habits map to your conversion funnel? Zero-based budgeting forces you to ask these questions instead of inheriting the assumptions baked into last year’s plan. ### Get Your Identity Right CTV measurement is only as reliable as the identity spine underneath it. Ideally, you’re using a consistent household and people-level identity source across planning, buying, and measurement. When these don’t match, attribution gaps appear, and campaign data becomes unreliable. Household IP targeting, in particular, requires clean first-party data to work well. Without it, you’re connecting dots that don’t belong together. ### Define Your Supply Path by Goal Awareness campaigns can justify premium direct deals with major streaming platforms. But performance marketing for TV requires something more flexible. Private Marketplace deals with outcome-based pricing, where you’re buying inventory tied to actual results rather than guaranteed eyeballs, and are usually a better fit for CTV audience targeting with a conversion objective. ## 2. Bridge the Gap Between the TV and the Web The single biggest structural problem in CTV advertising has always been that when someone watches your ad on the big screen, nothing happens after. The session ends. They pick up their phone and see something else. The connection between the TV exposure and what happens next online is completely lost. This is where the TV-to-Web conversion strategy becomes the difference between CTV that earns its budget and CTV that gets cut. The idea is straightforward. When a viewer is exposed to your CTV ad, their household IP address becomes the connective tissue between the big screen and their other devices. From there, connected TV retargeting lets you follow up with relevant ads across the open web — on the news sites, content platforms, and editorial environments that viewers browse throughout the day. You can use the audience exposed to your CTV campaign as a seed for lookalike modeling, identifying similar users who haven’t seen the ad yet but match the behavioral and contextual signals of people who convert. The reach extends beyond your initial CTV exposure, and the attribution connects back to the original campaign. The practical implication is that your CTV buy should never be planned in isolation. Your media plan needs to account for the web touchpoints that follow. What content will viewers see after they watch the TV ad? What action are you driving them toward? Answering these questions before you launch is what separates a CTV campaign from a CTV strategy. ## 3. Use AI to Find the Audiences Most Likely to Convert Basic demographic targeting, like age, gender, and household income, was a reasonable starting point when CTV was mostly about reach. It’s not enough now. To get the best results from CTV audience targeting, you should move beyond demo buckets to behavioral and intent-based signals. The question to ask is: “Who, right now, is most likely to take the action we want?” and not “Who fits our target profile?” This is where AI-driven approaches are making a meaningful difference. Tools like Taboola Realize CTV use open web signals such as browsing behavior, content engagement patterns, and real-time intent indicators to identify predicted converters. Instead of targeting based on who someone is, you’re targeting based on what they’re doing and where they are in the decision process. That’s a different category of precision. Realize builds this into its partnerships with major CTV platforms. Paramount Advertising integrated Realize technology into its Paramount Ads Manager to build a “Performance Multiplier” product, giving advertisers, including small and medium-sized businesses, access to premium streaming inventory with the ability to track purchases, sign-ups, and other conversion events.  LG Ad Solutions took a similar approach, partnering with Realize to turn smart TV inventory into a performance channel connected directly to the open web. What both partnerships illustrate is a model that’s becoming the new standard. CTV platforms that don’t just sell reach, but offer the closed loop that lets advertisers prove what that reach actually drove. For advertisers, the practical implication is this: When evaluating CTV partners, ask how they handle post-exposure behavior. Do they offer connected TV retargeting across devices? Can they model predicted converters from your exposed audience? Is there a direct path from the TV ad to a measurable web action? If the answer to any of these is vague, you’re working with a reach product, not a performance product. ## 4. Optimize Creatives for the Attention Economy There’s a temptation to take a linear TV spot, upload it, and call it a CTV campaign. It’s quick, cheap, and tends to underperform. CTV isn’t television. The viewing context is similar — lean-back, big screen, household setting — but the technical environment is fundamentally different. Performance CTV creative needs direct response elements baked in from the start. QR codes are the clearest example. They let a viewer scan from the couch and land on a purchase page without any friction, turning a passive viewing moment into an active conversion event. They’re the bridge between the big screen and the bottom of the funnel. Beyond QR codes, the more durable creative framework for CTV performance is what you might call “Story + Action.” The TV spot does the heavy lifting on the emotional and contextual fronts. It builds recognition, establishes the offer, and creates intent. The follow-up native ads on the open web then close the loop, hitting that same viewer with a targeted, action-oriented message once they’ve picked up their phone or opened their laptop. Each element plays a different role. When they’re built together as a sequence rather than independently, the combined effect is consistently stronger than either one alone. A few other things worth keeping in mind: ### Don’t Repurpose, Rebuild Even if the underlying message is the same as your linear campaign, the execution should account for CTV-specific formats. Non-skippable inventory requires different pacing. Interactive elements need to be built in, not bolted on. The earlier creative teams are involved in campaign planning, the better. ### Test for Fraud and Brand Safety CTV fraud is real and growing. Invalid traffic, domain spoofing, and fake impressions exist across programmatic channels, and CTV is no exception. A forensic mindset, in which third-party verification tools and anomalous delivery data are treated as signals worth investigating, should be part of any serious campaign setup to help ensure brand safety. ## 5. Measure What Actually Matters CTV ROI measurement is where many otherwise well-run campaigns fall apart. The problem is that many advertisers are still defaulting to reach and frequency metrics when their actual goal is conversions. Impressions tell you your ad ran. Cross-screen attribution tells you what happened because of it. A few principles that hold up across most CTV performance campaigns: ### Don’t Rely on a Single Attribution Method Marketing Mix Modeling gives you a macro view of how channels contribute over time, but it’s slow and can’t capture short-term conversion signals from CTV. Geo holdout tests, where you run the campaign in some markets and withhold it from others, give you cleaner incrementality data. Transaction match-backs connect ad exposures to actual purchase records. Used together, these methods triangulate on CTV’s real contribution rather than relying on a single imperfect proxy. ### Use Data Clean Rooms Where You Can Clean rooms let you match your first-party customer data against a partner’s media exposure data without either side exposing raw records. That means you can tie a CTV impression to an in-store purchase, a subscription sign-up, or a lead form submission, connecting events that would otherwise sit in separate silos. This is increasingly how large advertisers are solving cross-screen attribution at scale. ### Get the Right Data Into the Right Hands Post-campaign reporting that sits in a deck and doesn’t feed back into planning is wasted. Build the workflow so that what you learn about audience performance, creative performance, and channel contribution actually informs the next buy. That feedback loop is what turns individual campaigns into a compounding CTV program. ## 6. Start Broad Before You Narrow One of the most common mistakes in CTV audience targeting is over-segmenting too early. Advertisers build tight audience definitions before the campaign has any data to work with, and the AI engine never gets enough signal to optimize toward anything meaningful. The better approach is to start broader than feels comfortable and let the algorithm learn. When Taboola Realize CTV and similar AI-driven tools run against a wide audience pool, they’re actively scanning for behavioral patterns that predict conversion, not just demographic proxies. That learning process takes impressions to work. Cutting the audience too narrowly upfront starves the model before it can identify which segments are actually driving results. Once the data starts coming in, usually after a few weeks of meaningful volume, you’ll see which audience clusters are converting at higher rates. That’s the right time to shift budget toward those segments and tighten targeting. If you skip the broad phase and go narrow from day one, you often end up with campaigns that look efficient on paper — high click-through rate (CTR), low cost per mille (CPM) — but deliver almost no actual conversions, because they’ve optimized for the wrong thing before they had real data. Start broad. Let the AI learn. Then optimize toward what the data tells you, not what you assumed going in. ## Key Takeaways The infrastructure for TV performance marketing now exists in a way it didn’t before. Measurement gaps are narrowing, and we now have sharper tools for connecting TV exposure to web action. Taboola Realize represents what this new model looks like in practice. CTV inventory that’s connected to open-web retargeting, AI-driven audience prediction, and closed-loop attribution. Campaigns that start on the big screen and follow the viewer through the full conversion journey. The brands investing in that infrastructure now are building a durable advantage. Those still treating CTV as a brand-only channel will find it increasingly hard to justify the spend. ## Frequently Asked Questions (FAQs) ### How do I track conversions from a CTV ad if users can’t click the TV screen? Through cross-device attribution. When someone watches your ad, the platform logs their household IP address. If a device on that same network later visits your site or completes a purchase, the platform connects the two events and credits the TV exposure. It’s not a perfect signal, but it’s the closest thing CTV has to a click. ### What’s the minimum budget for a performance CTV campaign? Traditional TV required millions to enter. Programmatic CTV is a different story. Tools like Taboola Realize let advertisers start in the low thousands, test what’s working, and scale from there. The entry point is low enough that testing is a legitimate strategy, not just a luxury. ### Can I use my existing social media video assets for CTV? Yes, with one hard rule: Vertical video doesn’t work on a widescreen format, so you need landscape assets. Beyond that, shorter formats (15 seconds or 30 seconds) often outperform long-form TV spots on CTV. Viewers are accustomed to the pace of social video, and concise creative tends to hold attention better than traditional 60-second commercials. --- ### Best Performance Platforms for Pixel Audience Management URL: https://www.taboola.com/marketing-hub/best-performance-platforms-for-pixel-audience-management/ Last Modified: 2026-06-30 11:14:45 Successful performance marketing depends on signal quality. If your pixel data is incomplete, inconsistent, or trapped in the wrong platform, you end up optimizing to the wrong events, retargeting the wrong users, and wasting budget on people who have already converted. Pixel audience management solves that problem by turning raw site and app behaviors into audiences you can reliably activate across channels, with governance that keeps tracking accurate as your site changes. Page depth, lead submits, checkout steps, purchases, and offline outcomes are only useful when they’re synthesized into panoptic signals pointing you toward profitable results. Read on to see a side-by-side comparison of the best performance platforms for pixel audience management, followed by practical guidance on how to set up retargeting pixels, when to use a dedicated platform, and what pricing typically looks like. ## 10 Best Performance Platforms for Pixel Audience Management Platform Why It’s Essential Core Use Cases and Features Best for (Performance Advertisers) Pricing Model (Indicative) 1. Realize Pixel‑linked audience activation and performance optimization. Unified pixel data activation, automated audience updates, performance‑based triggers. Performance advertisers relying on real‑time event signals tied to return on investment (ROI). Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. Google Tag Manager (GTM) Centralized deployment of tracking pixels and tags. Pixel governance, event tracking, conversion triggers, cross‑platform tagging. Advertisers managing complex event tracking without direct code changes. Free. 3. Google Analytics and Enhanced Conversions Turn pixel events into enriched audience signals. Event tracking, audience segments, remarketing lists for ad campaigns. Advertisers maximizing conversion signal quality and audience targeting. Free/paid upgrade. 4. Meta Pixel and Conversions API (CAPI) First‑party event capture for improved audience quality. Web/app pixel events and server‑side API for accurate conversion signals. Performance teams focused on social conversion audiences. CPC/CPA/spend via platform. 5. Adobe Experience Platform (AEP) Enterprise audience activation from pixel data. Real‑time edge profiles, event streams, identity resolution. Large advertisers needing unified audiences across channels. Custom/enterprise pricing. 6. Segment (Twilio Segment) Customer data infrastructure to collect and sync pixel events. Event routing, audience unification, destination connectors. Teams needing clean event pipelines for activation in ad systems. Usage/subscription. 7. Tealium iQ and AudienceStream CDP Pixel/event management and real‑time audience building. Event governance, identity stitching, audience feeds to ads. Performance advertisers scaling multi‑channel audiences. Custom/subscription. 8. mParticle Modern customer data platform with strong event and pixel control. Unified event ingestion, audience segmentation, destination rules. Performance teams needing clean, consistent audience signals. Subscription/usage. 9. Snowplow Analytics Event‑level data tracking and audience construction. Raw event collection for deep audience insights. Advertisers requiring advanced audience analytics from pixel streams. Usage‑based cloud pricing. 10. Oracle Unity Customer Data Platform Enterprise audience management from event/pixel data. Real‑time customer profiles, predictive segments, cross‑channel activation. Large enterprises with complex audience needs. Custom/enterprise pricing. ### 1. Realize Why it’s essential: Realize is a performance-first advertising platform that utilizes its proprietary pixel to capture real-time user signals, enabling brands to build, manage, and activate high-intent audience segments across the open web. It serves as a central hub for bridging the gap between website interactions and media buying, allowing advertisers to turn first-party site data into actionable targeting strategies that drive lower CPAs and higher conversion rates. The platform is used to track deep-funnel behaviors (such as page views, leads, and purchases) to train its Performance AI for smarter matchmaking. By managing these pixel-based audiences, marketers can re-engage previous visitors, or exclude converted users to ensure their budget is always focused on the most valuable prospects in a privacy-compliant manner. Showcased features:  - Pixel audiences: Build owned audience segments from pixel data to precisely personalize re-engagement efforts, or exclude existing customers to reduce waste. - Optimize for engagement: Leverage pixel signals like time on site and session depth to qualify audiences and move prospects further down the funnel. - Predictive audiences: Mirror the actions of high-value pixel events to discover new, incremental users with a statistically higher likelihood of converting. - Codeless conversions: Set up event-based tracking for button clicks and page visits directly in the dashboard, without needing developer or technical support. - Tracking test tool: Validate pixel event firing in real time to ensure audience segments are being populated accurately, before launching campaigns. - Server-to-server (S2S) tracking: Complement pixel data by reporting offline or CRM-based conversions to provide a more comprehensive view of the customer journey. Best for: Realize is a standout choice for conversion-focused organizations — particularly in the D2C and financial services sectors — that need to turn anonymous site visitors into loyal customers. Realize excels in scenarios where a brand wants to retarget users based on their specific progress through a multi-step funnel, such as re-engaging “Add to Cart” users while suppressing those who have already completed a purchase. Pricing model: Performance-based model; campaigns billed on CPC basis, or cost per thousand impressions (CPM) for programmatic. Pros:  - Users re-engaged through pixel-based targeting are 70% more likely to convert than first-time site visitors. - Activating predictive audiences derived from pixel data can lead to a 23% uplift in conversion rates and a 13% improvement in CPA. - The Codeless Conversions tool allows non-technical marketers to manage complex tracking setups without touching website code. Cons:  - Advanced features like the Performance Simulator and Predictive Audiences require a baseline of pixel data to function at peak accuracy. - New audience segments created from the pixel may take time to populate before they reach enough scale for effective targeting. - Several high-value pixel management tools, such as the Performance Simulator and Maximize Value bidding, are currently in limited beta. ### 2. Google Tag Manager (GTM) Why it’s essential:  Google Tag Manager is the control center for pixel governance. It lets performance teams deploy, edit, and quality assurance (QA) tracking tags without repeatedly shipping site code. In pixel audience management, GTM is where clean data begins because it standardizes how events fire, ensures parameters are consistent, and reduces the “tracking drift” that happens when landing pages, forms, or checkout flows change. Instead of treating pixels as one-off scripts, GTM lets you build a durable measurement layer. Triggers, variables, consent checks, and QA workflows keep audiences accurate across every destination. Showcased features:  - Tag governance and version control: Centralized management, workspaces, approvals, and rollback. - Event triggers and variables: Define consistent events (e.g., lead_submit, purchase) across pages. - Cross-platform tagging: Deploy multiple ad/analytics tags off the same event definitions. - Consent-aware firing: Control when tags fire based on user consent states. - Preview/Debug mode: Validate event firing before publishing changes. Best for: Advertisers managing complex funnels, frequent landing page iterations, or multi-platform pixel stacks who need agility without engineering bottlenecks. Pricing model: The core Google Tag Manager client-side product is free to use for most users, offering essential tag management functionalities without hidden charges or subscription fees. Pros:  - Fast iteration on tracking without code releases. - Improves event consistency across platforms. - Strong QA and governance for teams. Cons:  - Still requires a thoughtful event taxonomy (otherwise you automate chaos). - Misconfigured triggers can create duplicate or missing events. - Client-side tagging alone can be fragile in privacy-restricted environments. ### 3. Google Analytics and Enhanced Conversions Why it’s essential: Google Analytics (GA4) turns the universe of onsite behavior into structured audiences, then makes those audiences actionable through segmentation and remarketing integrations. Enhanced Conversions (where applicable) improves signal quality by helping match conversion data more reliably, which can strengthen audience building and measurement when browser-based identifiers are degraded. In practice, GA is often the “audience truth layer”: it’s where teams sanity-check funnel drop-off, validate event counts, and build behavioral segments that can be used for activation. This is even more true when it’s paired with clean GTM implementation. Showcased features:  - Event-based measurement: Standardized event model for funnel tracking. - Audience builder: Create segments from event sequences and user properties. - Remarketing list creation: Publish audiences to connected ad platforms (where supported). - Enhanced conversions: Improve match quality for conversion signals to support optimization. - Attribution and path exploration: Diagnose what’s actually driving conversions. Best for: Performance teams that want one consistent measurement system for funnel analysis and audience segmentation, especially in Google-centric stacks. Pricing model: Free, with paid and enterprise upgrades available depending on product tier and needs. Pros:  - Strong for funnel diagnostics and behavioral segmentation. - Useful “single source” to validate pixel health and conversion trends. - Enhancements can improve conversion measurement resilience. Cons:  - Audience activation depends on integrations and configuration quality. - Identity and cross-channel resolution are limited, compared to enterprise platforms. - Misaligned event schemas can result in misleading audiences. ### 4. Meta Pixel and Conversions API (CAPI) Why it’s essential:  Meta’s Pixel and Conversions API (CAPI) are designed to preserve conversion measurement and audience quality for paid social, especially when browser-side tracking becomes inconsistent. The Pixel captures client-side events including page views, view content, “Add to Cart,” and purchases, while CAPI sends matching events server-to-server, improving reliability and reducing signal loss. For pixel audience management, the big win is redundancy and accuracy. Better event coverage means superior custom audiences, better lookalikes, and more stable optimization, particularly for deep-funnel events where every missing conversion degrades learning. Showcased features:  - Dual capture (browser + server): More complete conversion event coverage. - Event deduplication: Avoid double-counting when Pixel and CAPI both send events. - Custom audiences: Retarget based on event depth and recency. - Value-based optimization: Optimize toward purchase value (when implemented). - Diagnostics and event quality tools: Identify payload and match issues. Best for: Teams running meaningful Meta spend who need resilient conversion measurement and high-quality social retargeting/seed audiences. Pricing model: Meta’s tracking tools follow a tiered pricing model where the software itself is free, but implementation and maintenance incur costs based on the chosen setup method. Pros:  - More reliable conversion signals than pixel-only setups. - Strong retargeting and lookalike foundations. - Reduces performance volatility from tracking loss. Cons:  - Requires careful implementation to avoid duplicates and mismatched parameters. - Server-side setup can demand engineering resources or a partner tool. - Still primarily optimized for the Meta ecosystem. ### 5. Adobe Experience Platform (AEP) Why it’s essential: Adobe Experience Platform (AEP) is built for enterprises that want to unify customer identity and activate audiences in real time across channels. Instead of relying on isolated pixels, AEP ingests event streams, resolves identities, and builds “edge” profiles that can be used for personalization and advertising activation with stricter governance. For performance advertisers, AEP becomes the high-scale audience brain. It’s how you connect anonymous and known behaviors from sources on the web, apps, your CRM, and offline into segments that remain consistent across campaign platforms, without losing control of data definitions and consent. Showcased features:  - Real-time customer profiles: Persistent, unified profiles that update continuously. - Event streaming and edge activation: Use real-time signals to build and refresh audiences. - Identity resolution: Stitch identities across devices and systems (where permitted). - Governance and privacy tooling: Policy controls for data usage and consent. - Activation connectors: Push segments to downstream channels. Best for: Large advertisers with complex identity needs, multiple business units, and strict governance requirements. Pricing model: AEP uses a customized, subscription-based pricing model tailored to an organization’s specific requirements, data volume, and desired digital capabilities. Pros:  - Powerful identity and real-time segmentation. - Strong governance for regulated or complex organizations. - Enables consistent cross-channel activation. Cons:  - Heavy implementation and organizational lift. - Cost and complexity may be overkill for mid-market teams. - Requires strong data strategy to realize value. ### 6. Segment (Twilio Segment) Why it’s essential:  Segment acts like the plumbing for pixel events, collecting behavioral data and routing it to every destination that needs it, from analytics tools and ad platforms to customer data platforms (CDPs) and warehouses. For pixel audience management, Segment reduces fragmentation by enforcing a single event taxonomy and preventing each platform from becoming its own silo. Instead of “we have five different definitions of ‘lead,’” Segment helps you define events cleanly and distribute them reliably, so audiences built in downstream systems are based on the same source-of-truth behaviors. Showcased features: - Single event collection layer: Capture events once across web/app. - Destination connectors: Send standardized events to ad and analytics tools. - Event governance: Naming conventions, schema controls, and data quality checks. - Identity tools (where configured): Map users across devices and sessions. - Warehousing/Reverse ETL compatibility: Build audiences from warehouse data when needed. Best for: Performance teams that need clean, consistent event pipelines feeding multiple activation endpoints. Pricing model: Twilio Segment employs a usage-based, tiered subscription model focused on monthly tracked users (MTUs). Plans include a free tier (1,000 MTUs), a Team plan (starting at $120 per month for 10,000 MTUs), and a custom-priced Business plan for higher volumes. Pros:  - Standardizes tracking across many platforms. - Reduces duplicated implementation work. - Improves audience consistency downstream. Cons:  - Not a full ad platform; activation depends on connected destinations. - Requires discipline on schemas and governance to avoid event sprawl. - Costs can scale with volume. ### 7. Tealium iQ + AudienceStream CDP Why it’s essential: Tealium iQ tag management plus the AudienceStream CDP combines pixel deployment with real-time audience construction. It’s built for teams that need both the ability to govern event collection and to transform those events into audiences that can be activated across channels. Events become segments quickly, and those segments can be pushed to ad destinations with identity stitching and governance controls baked in. The value for performance advertisers is immediacy and control. Showcased features:  - Enterprise tag management (iQ): Scalable governance and deployment. - Real-time audience building (AudienceStream): Segments based on behaviors and attributes. - Identity stitching: Unify users across sessions and devices where possible. - Connector ecosystem: Push audiences to ad/marketing destinations. - Data governance and consent tooling: Control collection and activation rules. Best for: Teams scaling multi-channel audience programs who need real-time segmentation and strong governance. Pricing model: Tealium iQ and AudienceStream use a customized, enterprise SaaS pricing model based primarily on annual event volume, the number of data sources/properties, and the number of active integrations. Pros:  - Strong combination of collection and activation. - Real-time segmentation supports agile retargeting. - Good governance and enterprise controls. Cons:  - Implementation can be complex. - Costs typically require enterprise budget justification. - Requires operational maturity to maintain clean schemas. ### 8. mParticle Why it’s essential:  mParticle is a modern CDP designed to keep event data clean, consistent, and activation-ready. Instead of wrestling with platform-by-platform pixel quirks, mParticle helps teams define a reliable behavioral layer and turn it into segments that flow wherever performance media runs. The platform incorporates events from web and app sources, normalizes them, applies rules to route audiences, and signals to downstream platforms. For pixel audience management, mParticle is a strong choice when your biggest bottleneck is event consistency across products, devices, and destinations. Showcased features:  - Unified event ingestion: Capture and normalize web/app behaviors. - Audience segmentation: Build cohorts from behavioral sequences and attributes. - Destination rules and controls: Route signals to ad/analytics tools with governance. - Identity resolution (configured): Improve cross-device coherence where possible. - Data quality tooling: Reduce noisy/duplicative events that pollute audiences. Best for: Performance organizations with multi-platform web and app products that need consistent events powering activation. Pricing model: mParticle uses a value-based pricing (VBP) model, which is a consumption-based system centered around pre-purchased credits. Unlike traditional models that charge flat fees per user profile or event, this unbundled approach allows you to pay based on how data is used and stored. Pros:  - Strong event normalization and governance. - Scales well across web/app ecosystems. - Improves quality of downstream audiences. Cons:  - Requires upfront schema and tracking strategy. - Activation depends on destination availability and setup. - Ongoing maintenance is needed to prevent event drift. ### 9. Snowplow Analytics Why it’s Essential:  Snowplow is less “plug-and-play retargeting” and more “build the event foundation that makes every audience smarter.” Teams that want raw, event-level ownership can collect behavioral data at a granular level, store it in their own environment, and then construct audiences from that first-party event stream. For pixel audience management, Snowplow shines when you need deep customization including custom events, uncommon funnels, or advanced attribution logic that packaged analytics tools can’t handle. Showcased features:  - Raw event collection: Highly flexible event schemas and tracking detail. - Behavioral analytics: Deep funnel analysis and custom user journeys. - First-party data ownership: Control how data is stored and used. - Audience construction: Build cohorts from event-level logic. - Warehouse-native workflows: Pair with modern data stacks for activation. Best for: Advanced performance advertisers and data teams that want maximum control over event data and audience logic. Pricing model: Snowplow Analytics utilizes a tiered pricing model that separates the cost of the software/service from the infrastructure required to run it. Their commercial offering, Snowplow BDP (Behavioral Data Platform), primarily uses event-based pricing. Pros:  - Extremely flexible and detailed event tracking. - First-party control supports privacy and customization goals. - Strong foundation for sophisticated audience logic. Cons:  - Requires data engineering investment. - Not primarily an ad-activation user interface (UI); needs downstream tooling to push audiences. - Time-to-value can be longer than packaged CDPs. ### 10. Oracle Unity Customer Data Platform Why it’s essential: Oracle Unity Customer Data Platform (CDP) is designed for enterprises that need real-time customer profiles, predictive segmentation, and cross-channel activation tied to identity resolution. From a pixel audience standpoint, Unity helps consolidate behavioral and customer data into governed profiles that can fuel consistent activation across large organizations with multiple brands, regions, or business lines. It’s the “system of audience record” for companies where audience definitions must be centralized, auditable, and scalable. Showcased features:  - Real-time customer profiles: Unified views that update with new events. - Predictive segmentation: Build cohorts using propensity-like modeling. - Cross-channel activation: Push segments to marketing and advertising destinations. - Identity resolution: Map customers across sources and devices where permitted. - Enterprise governance: Controls for data usage, permissions, and compliance. Best for: Large enterprises with complex audience needs, strict governance, and multi-channel activation requirements. Pricing model: Oracle Unity CDP uses a consumption-based pricing model centered on the value derived from unified customer data. Pros:  - Strong enterprise-grade identity and segmentation. - Predictive capabilities can improve audience efficiency. - Centralized governance and consistency. Cons:  - Implementation and integration complexity. - Higher cost threshold. - Requires strong internal data ownership to operate effectively. ## More About Pixel Audience Management in Performance Campaigns ### How to Set Up Audience Pixels for Retargeting To set up a retargeting campaign, start by defining the handful of funnel events that actually represent intent for your business. These are typically milestones like viewing key content, submitting a lead form, adding a cart item, and purchasing, plus any unique steps that matter in your journey. Once those events are chosen, it’s imperative to standardize how they’re named and what parameters they carry. Audience quality depends on consistent definitions. Some common definitions are event names, product or lead identifiers, values, currency, and any category fields you’ll need to use for segmentation. From there, implement your tracking through a tag manager whenever possible so triggers, variables, and updates live in one governed place. This reduces the risk of broken tags when pages change. When you build retargeting audiences, segment by both intent and recency so you can prioritize high-intent users while keeping audiences fresh. A practical approach is to target recent “Add to Cart” users while excluding anyone who purchased within a longer window. Excluding recent conversions — and possibly existing customers — prevents wasted spend and keeps reporting honest. Suppression should be the default to keep your ad spend in bounds. Finally, treat QA as ongoing maintenance by using preview/debug tools and platform diagnostics to catch duplicate firing, missing parameters, and tracking gaps that appear after landing page iterations or site releases. ### The Benefits of Using a Dedicated Audience Management Platform Using a dedicated audience management platform typically improves performance because it keeps your conversion signals clean and consistent, which makes optimization algorithms learn faster and behave more predictably. A dedicated platform also speeds up iteration by letting marketers adjust audiences, rules, and triggers without waiting on engineering every time a landing page changes or a new funnel step needs to be tracked. When your audience logic is centralized, a lead or high-intent visitor is defined the same way across every destination, reducing mismatches between platforms and reporting. These tools can also make tracking more resilient in a privacy-restricted environment, by supporting server-side event delivery and identity tooling that helps reduce signal loss. Finally, they add a layer of governance and compliance, with consent-aware controls and auditable change histories that help organizations manage risk while still moving quickly. ### Cost of Pixel Audience Management Platforms The cost of pixel audience management platforms usually falls into four broad buckets. At the low end, you have free foundations like Google Tag Manager and basic analytics tools, which don’t charge licensing fees, but still come with real costs in the form of implementation time, ongoing QA, and the internal effort required to keep your event taxonomy clean as your site evolves. Next are media-tied systems, where the platform cost is effectively bundled into your ad spend. In setups like Meta’s Pixel and Conversions API, the audience tools come with the ecosystem, and what you’re really paying for is performance efficiency: better signals can reduce CPA, but weak implementation can quietly inflate it. Then there are subscription or usage-based customer data platforms such as Segment, mParticle, and Snowplow, where pricing often scales with the volume of events you collect, how many sources you ingest, and how many downstream destinations you send data to. These platforms can start reasonably but become more expensive as data volume and activation complexity grow. Finally, enterprise suites like Adobe Experience Platform, Oracle Unity, and Tealium are typically sold on custom contracts, with pricing driven by factors such as total data volume, the specific modules you need, the number of business units or properties, and the level of support and services required to implement and maintain the system. ## Key Takeaways Pixel audience management is fundamentally a signal quality and activation issue: capture the right events, keep them consistent, then build audiences that map to intent. It’s best to start with governance before adding CDPs, so that clean events compound value across every platform. For performance teams, the best setups combine retargeting, suppression, server-side resilience, and audience expansion. Choose tools based on where your bottleneck is, whether that’s implementation agility, identity resolution, cross-channel activation, or enterprise governance. ## Frequently Asked Questions (FAQs) ### What is pixel audience management in performance advertising? It’s the process of collecting behavioral events via pixels and event streams, turning them into defined audience segments, and activating those segments to improve CPA, return on ad spend (ROAS), and funnel efficiency. ### Why are first-party pixel audiences more important now? Because third-party identifiers are less reliable, platforms increasingly depend on first-party events to build audiences and optimize delivery. The cleaner your first-party signal, the more stable your performance. ### How does server-side tagging affect pixel audience management? Server-side tagging can reduce event loss and improve match quality by sending conversion and behavioral signals directly from your server environment (or a server-side container) to ad platforms, making audiences and optimization more resilient when browser-side tracking is degraded. --- ### Four Types of Bidding Strategies for the Open Web URL: https://www.taboola.com/marketing-hub/open-web-bidding-strategies/ Last Modified: 2026-06-30 08:49:23 Performance advertising on the open web has changed more in the last five years than in the previous 15. The technology driving that change is bidding: specifically, the shift from manual bid management to automated models that can evaluate millions of impressions in real time and optimize toward outcomes a human team could never hit at that speed or scale. This guide covers how automated bidding strategies work, which ones fit which campaign goals, and how to get through the setup process without burning budget while your algorithms learn. ## What Is a Bidding Strategy? A bidding strategy is the set of rules or algorithms that controls how much you pay for a given ad placement, click, or conversion in a real-time auction. Every time a user loads a page, a programmatic auction runs in milliseconds to decide which ad wins that impression. Your bidding strategy is what determines how you show up in that auction — what you’re willing to pay, which impressions you compete for, and how those decisions get made. Some strategies put a human in charge of those decisions. Others hand them to an algorithm. Either way, the underlying goal is the same: win the right impressions at a price that delivers a return, and avoid paying more than an impression is worth. Get that balance right, and your budget works harder. Get it wrong, and you’re either overpaying for placements that don’t convert, or under-bidding on ones that would have. ## 4 Core Types of Bidding Strategies for Performance Marketers Different campaign objectives call for different bidding approaches. Here’s a breakdown of the four strategies most relevant to performance advertisers on the open web. ### 1. Target Cost per Acquisition (tCPA) Target CPA (tCPA) is the conversion-focused default for most performance marketers. You set an average cost you’re willing to pay per acquisition — a lead, a sale, a form fill — and the algorithm does the work of hitting that target across a campaign. The key word is average. TCPA doesn’t mean every conversion will cost exactly your target number. The algorithm bids aggressively when it predicts a high probability of conversion and conservatively when it doesn’t. Some days will run above target, some below, and the goal is to hit your average across the campaign’s lifetime. Taboola’s target CPA guide covers this well: TCPA delivers the strongest results for advertisers with clearly defined cost-per-lead or cost-per-sale goals and the data volume to support consistent optimization. In practice, it requires a minimum conversion threshold — typically 30 to 50 conversions per month — for the model to have enough signal to optimize reliably. TCPA works best for lead generation, direct-response campaigns, subscription services, and any vertical where acquisition cost is a hard business constraint. ### 2. Target Return on Ad Spend (tROAS) / Value-Based Bidding TROAS is tCPA’s more sophisticated sibling. Rather than optimizing for the number of conversions, it optimizes for the value of those conversions. Instead of trying to acquire any type of customer, tROAS focuses on acquiring the most valuable ones. This requires passing revenue or value data back to the platform. When you tell the algorithm that a $200 purchase happened on a given click, it learns to find more users likely to generate $200-plus transactions and bid accordingly. The result is a shift away from volume-based thinking toward value-based bidding that accounts for the actual revenue each customer generates. For e-commerce, this is especially powerful. A campaign optimizing for conversion volume might chase lower-order transactions at a lower CPA. A tROAS campaign, properly configured, pursues high-order-value customers even at a higher individual acquisition cost — because the math works out better at the campaign level. The trade-off is that tROAS requires more data and a more complex conversion-tracking setup. You need to pass reliable revenue values to the platform so the model has something to learn from. TROAS works best for e-commerce brands with variable order values, subscription services with known lifetime value benchmarks, and any advertiser able to pass post-click revenue data back to the platform. ### 3. Maximize Conversions Maximize Conversions is the volume-first strategy. You set a budget, and the algorithm spends it as efficiently as possible to maximize conversions. There’s no CPA guardrail as the goal is pure volume within the budget constraint. This makes it a useful launch strategy. When you’re starting a new campaign and don’t have enough historical data to calibrate a tCPA target reliably, Max Conversions gives the model room to explore. It bids broadly, gathers conversion data across a range of placements and audiences, and surfaces the patterns that tCPA can then exploit. As Nadim Batista-Kuttab of Xevio, one of the largest native advertisers in the world, explained in Taboola’s comparison of max conversions vs. target CPA: Max Conversions is the strategy that unlocks growth and fuels platform learning, while tCPA is the precision tool to use once campaigns have matured or hit a plateau. The practical approach is to run Max Conversions until you have a stable conversion baseline, then transition to tCPA once the algorithm has enough data to optimize toward a specific cost target. Max Conversions works best for campaign launches, budget-flush periods where volume matters more than efficiency, and any situation where you need to generate conversion data before tightening toward a CPA goal. ### 4. Viewable CPM (vCPM) for Awareness VCPM is the odd one out in this group since it’s not a conversion-focused strategy. While tCPA, tROAS, and Max Conversions are lower-funnel tools, vCPM is an awareness-and-consideration play. The difference from standard CPM is that you’re not paying for impressions that nobody saw. VCPM charges only when an ad meets a viewability threshold — typically 50% of the ad is visible for at least 1 second for display, 2 seconds for video. This filters out the buried placements that inflate impression counts without generating any actual exposure. For brands running upper-funnel campaigns alongside lower-funnel performance activity, vCPM can be a cost-effective way to build reach among audiences not yet ready to convert. The goal is to move users through the consideration phase so that later retargeting and performance campaigns find a warmer audience. VCPM works best for brand awareness campaigns, new product launches, reaching audiences early in a longer consideration cycle, and situations where visibility confirmation matters more than click volume. ## How to Choose the Right Bidding Strategy for Your Campaign Goals The choice usually comes down to three questions: - Where are you in the campaign lifecycle? - Do you have enough conversion data? - What’s your business objective? If you’re launching a new campaign and don’t have historical data on your open web audience, Max Conversions is often the right entry point. It generates the data you need to make better decisions later. Jumping straight to tCPA without adequate data leads to erratic performance as the model guesses rather than learns. Once you’ve accumulated enough conversions to establish a reliable cost baseline, tCPA becomes the right tool. You have a cost constraint, the data to calibrate it, and the algorithm can now optimize specifically toward that number. If you’re operating an e-commerce business and can pass revenue data back to your platform, tROAS is worth the additional setup complexity for bid optimization. The efficiency gains from value-based bidding at scale routinely outpace what tCPA can achieve on its own. For the best performance marketing channels question, performance advertisers should default to outcome-based strategies — tCPA, tROAS, or Max Conversions — rather than awareness-based models like vCPM, unless you’re running a distinct upper-funnel campaign with brand reach as the stated objective. Mixing optimization goals within the same campaign is a common source of performance confusion. Here’s a practical framework to help you choose the best bidding strategy for your campaign. If: - the campaign is new with limited conversion history, start with Max Conversions to build data. - your campaign has 30-plus monthly conversions and a defined CPA target, move to tCPA. - it’s e-commerce with variable order values and revenue tracking in place, test tROAS. - your goal is upper-funnel brand awareness with confirmed viewability as a priority, use vCPM as a distinct campaign. ## Manual vs. Automated: The Evolution of Bidding Strategies Search and social built the performance advertising playbook. But rising costs per mille (CPMs), shrinking audience pools, and creative fatigue have made those channels increasingly expensive to scale. Advertisers competing in the same auctions, for the same users, with the same formats are finding that efficiency gains are harder to come by. The open web is where that growth ceiling doesn’t exist yet. Billions of daily impressions across premium publisher environments, reaching audiences that search and social simply can’t access. The inventory is there. The challenge is using it effectively — and that’s where manual bidding falls apart. Manual bidding made sense when digital advertising was simpler. A handful of keywords, a clear audience, and a maximum cost per click (CPC) set at the ad group level. That felt like control. The open web broke that model. Millions of publisher properties, each with distinct audiences, content environments, and conversion probabilities. No human team can evaluate every impression at that scale. By the time someone identifies that certain placements are underperforming and adjusts accordingly, a machine learning model has already made that adjustment thousands of times over. Automated bidding removes that friction. Instead of setting a static maximum bid, you define an outcome — a target cost per acquisition (CPA), a return on ad spend (ROAS) goal, a conversion volume objective — and the algorithm works backward from that goal to determine the optimal bid for every auction it enters. It also filters automatically, deprioritizing low-probability impressions and flagging fraudulent traffic before budget gets wasted on placements that were never going to convert. The result is bidding that’s faster, more responsive, and — once it’s had enough data to learn from — often more efficient. ## The Key Data Signals That Power AI Bidding Models The reason AI bidding outperforms manual bidding lies in its ability to process data at a scale humans can’t replicate. When an AI bidding model evaluates an impression, it ingests and weighs dozens of contextual signals in real time. Some of the most significant ones: - Device type and browser: A user on a desktop Chrome browser completing a purchase-intent search behaves differently than a user casually scrolling on mobile. AI models learn these patterns at the publisher and placement level, not just the audience level. - Geolocation: Conversion rates vary by region, city, and even neighborhood. A bidding model that accounts for location can reduce wasted spend on geographies that consistently underperform. - Time of day and day of week: User intent and purchase behavior shift throughout the day. AI bidding adjusts in real time rather than waiting for a scheduled campaign review. - Publisher context: The content a user is reading when they encounter your ad matters. A reader on a financial news site is in a different mindset than a reader on a movie review site. Contextual signals help real-time bidding models weigh the value of each impression more accurately. - Historical performance data: Every conversion or non-conversion feeds back into the model. Over time, it builds a detailed picture of which impression characteristics predict success for your specific campaign. - First-party behavioral signals: Platforms like Realize use proprietary data built over years of network activity to identify patterns that go well beyond what any individual advertiser could observe from their own campaigns alone. These signals combine in real time to produce a single bid figure. A good impression for a high-intent user in a relevant context on a proven publisher gets a higher bid. A marginal impression gets a lower one. A consistently underperforming placement might get no bid at all. ## Navigating the AI Learning Phase and Data Requirements Every automated bidding system requires a period of learning before it performs reliably. This isn’t a flaw in the technology — it’s how machine learning works. The algorithm needs enough conversion data to identify patterns, and gathering that data costs time and money. The learning phase typically lasts one to three weeks for most campaigns. During this time, machine learning optimization and performance will often look worse than expected. CPAs may run higher, ROAS may be lower, and the temptation to intervene is strong. Resisting that temptation is one of the harder disciplines in automated bidding. A few things to avoid during the learning phase: - Changing the CPA target significantly. When you shift your target, the algorithm has to re-learn what “good” looks like. Frequent target changes reset the learning process and extend the timeline before you see stable performance. - Pausing and restarting the campaign. Every pause interrupts the data accumulation that the algorithm depends on. If the campaign doesn’t have continuity, neither does its learning. - Making large budget changes. A sudden budget increase can force the algorithm to compete for inventory it hasn’t yet learned to evaluate, which often temporarily drives up costs. Automated bidding strategies maintain sufficient daily budget for at least two weeks without major changes and consistently outperform more reactive campaign management. So, commit to the learning period and evaluate performance on a two- to four-week average rather than daily for the best results in smart bidding. ## Best Practices for Optimizing Your Open Web Bidding Strategy Here is how to get the most out of your bidding strategy. ### Set up conversion tracking before the campaign launches The algorithm is only as good as the signal it receives. If your conversion events are misconfigured, delayed, or incomplete, the model is optimizing toward noise. Installing the Taboola Pixel correctly and verifying that events fire reliably is non-negotiable before switching to any automated bidding strategy. ### Use clean, complete first-party data Predictive targeting and audience optimization improve significantly when algorithms have access to high-quality first-party behavioral data. Customer relationship management system (CRM) audiences, pixel audiences, and server-side event data all help the model identify users who resemble your best customers. Feed the algorithm better inputs, and it returns better outputs. ### Calibrate your CPA target carefully Setting a target that’s too aggressive relative to what your campaign can realistically achieve leads to under-delivery. Setting it too loose leads to inefficient spending. The right starting point is usually close to your historical average CPA from other channels, then adjusted based on actual open web performance data as it accumulates. ### Don’t judge performance by day-one numbers Data-driven campaign management means evaluating performance over a meaningful window, not a 24-hour snapshot. Automated bidding strategies typically require two to four weeks of data before performance stabilizes. Building that evaluation period into your reporting cadence prevents premature campaign changes. ### Test creative continuously The bidding strategy is not the only lever. Motion ads, in particular, give AI bidding models richer engagement data to optimize against. Creative fatigue is a real performance drag, and algorithms that work with fresh, varied creative consistently outperform those running on exhausted, static assets. ### Measure true performance with multi-touch attribution Post-click conversions don’t capture the full impact of open web campaigns. Controlled experiments, blended metrics such as the Marketing Efficiency Ratio, and third-party attribution tools provide a more accurate picture of what your campaigns are actually driving. Walled-garden attribution consistently overstates performance — measuring open web campaigns with the same rigor prevents that distortion. ## The Future of AI in Media Buying The shift from manual to automated bidding is the first act. The second act is already underway. AI agents are beginning to handle tasks that still require human input today: budget reallocation across channels, creative generation and testing, audience expansion decisions, and bid strategy selection itself. Platforms like Realize are already moving in this direction, using predictive models trained on years of proprietary first-party data to surface recommendations and automate decisions that previously required an analyst. Predictive targeting represents one of the clearest near-term applications. Rather than building audiences based on demographic similarity to existing customers, predictive models identify users who are actively demonstrating intent-consistent behavior — reaching high-value prospects earlier in their decision cycle, before they’ve entered the saturated search and social auctions where every competitor is vying for the same clicks. The open web’s interoperability challenge is real, but platforms investing in unified data layers and privacy-compliant signal management are building infrastructure that makes advanced AI optimization increasingly viable outside the walled gardens. As that infrastructure matures, the performance gap between open web campaigns and search/social will continue to narrow for advertisers willing to invest in the technology stack. The long-term trajectory looks like automated bidding becomes table stakes, and the competitive advantage shifts to the quality of the data feeding those models and the sophistication of the AI systems interpreting it. ## Key Takeaways The core lesson from the shift to AI bidding strategies is simple: human decision-making doesn’t scale to the volume and complexity of modern open web advertising. Automated and AI-powered bidding strategies — tCPA, tROAS, Max Conversions — give performance advertisers a way to compete at scale across the open web without requiring a team of analysts to manage every placement and adjustment manually. The practical path forward: - Match your bidding strategy to your campaign stage and objective. - Commit to the learning phase without premature intervention. - Feed the algorithm clean, complete conversion data. - Evaluate performance over meaningful time windows, not daily snapshots. - Layer in value-based optimization as your data matures. Stop treating the web as a secondary channel. You already have the tools needed to compete at scale, so use them. ## Frequently Asked Questions (FAQs) ### What is a bidding strategy? A bidding strategy is a specific set of rules or algorithms that determines how much an advertiser is willing to pay for an ad placement, click, or conversion. It governs how your budget is allocated across real-time ad auctions, and whether those decisions are made manually by a human or automatically by a machine learning model. ### How does an AI bidding strategy differ from manual bidding? Manual bidding requires an advertiser to set and periodically adjust a maximum bid at the campaign or ad group level. An AI bidding strategy uses machine learning to analyze signals — device type, geolocation, browser, time of day, publisher context, and historical conversion data — in real time, adjusting each bid for bid optimization based on the predicted likelihood of a conversion. The result is faster, more granular optimization than any manual process can achieve at scale. ### Why should performance advertisers expand to the open web? Search and social audiences are finite and increasingly expensive. The open web offers access to a vastly larger audience across premium publisher environments, at CPMs that are often more efficient than those in saturated walled-garden auctions. Paired with AI bidding technology like Realize, the open web can deliver comparable or better customer acquisition costs — with the added benefit of reaching users in content-engaged, high-intent contexts that search and social can’t replicate. ### What is the difference between target CPA and target ROAS? Target CPA optimizes your campaign to acquire conversions at a specific average cost. The algorithm bids based on conversion probability without differentiating between the value of different conversions. Target ROAS is a value-based strategy that optimizes toward the predicted revenue a given user will generate — prioritizing high-value transactions over raw conversion volume. TROAS requires that revenue data be passed back to the platform and generally performs best in e-commerce and subscription contexts where conversion values vary meaningfully. ### How long does the AI learning phase take? Most AI bidding algorithms require one to three weeks to accumulate enough conversion data to optimize reliably. The exact duration depends on campaign budget and conversion volume — higher-spend campaigns with more frequent conversions learn faster. During this period, performance will often look inconsistent. Avoiding major changes to bids, budgets, or targeting during the learning phase is important for giving the model enough continuity to stabilize. --- ### Campaign Reporting: Winning Open Web Advertising With AI URL: https://www.taboola.com/marketing-hub/campaign-reporting/ Last Modified: 2026-06-30 08:37:00 The open web has emerged as the premier destination for brands seeking authentic scale and diverse audiences. With this expansion comes a new layer of complexity: data fragmentation. In an era where consumer journeys are various and quick-moving, traditional look-back reporting is no longer sufficient. Marketers must transition from passive data collection to active, AI-driven campaign intelligence that turns disparate signals into a unified competitive advantage. ## What Is Campaign Reporting and Why Is it Critical for Open Web Expansion? Campaign reporting is the collection and analysis of data across all marketing channels and initiatives. It’s a critical step in campaigns to evaluate what took place, how it performed, and ways to iterate to improve or repeat what worked well. In walled gardens (closed ecosystems where data is controlled by one entity, e.g., Google or Meta), campaign reporting performance metrics and analytics are more self-contained. In open web advertising, you may be collecting data and inputs from multiple systems and platforms, measuring various ad types, and gaining access to disparate data. With the expansion to the open web, marketing campaign reporting success requires a modernized, unified approach to tracking data. ## The Data Fragmentation Challenge: Life Beyond Walled Gardens With these disjointed platforms come challenges to collecting, interpreting, and acting upon data. Privacy changes, fragmented proprietary platforms, and inconsistent cross-channel approaches limit the ability to connect media activities to business outcomes, according to the IAB State of Data 2026 report. Each service or platform reports and tracks data differently — events, engagement, views, all different and housed in different spots. Without tech intervention, manual reporting can feel impossible to stay on top of, let alone make meaningful insights with. ## Key Performance Metrics to Track on the Open Web Performance marketing with open web advertising requires more sophisticated measurement than traditional metrics provide. Beyond clicks, track AI-driven marketing analytics such as: - Viewability. - Attention. - Conversion. - Cost per acquisition (CPA). - Return on ad spend (ROAS). Be wary of giving each equal weight and importance, as different campaigns or business models will have different emphasis of importance. Look for an AI-driven marketing analytics platform that will weigh metrics based on your campaign and marketing goals. ### Viewability and Attention Metrics Viewability and attention metrics are important; to get real results, ads need to be viewed by humans where they are — prime real estate on independent domains, rather than out of sight as non-viewable impressions. Alongside viewability metrics, attention metrics are measurements of what a user is actually doing with and around the ad. Think dwell time, mouse movement, video completion. These show actual engagement and intent. On the open web, where context and placement can be left to bidding platforms or automatic ad buys, attention metrics will help show that the ad is being served where people can see, in a way that creates interaction and engagement. ### Conversion, CPA, and Predictive ROAS Revenue is the end goal, which is tracked by actual conversions attributed to an ad or campaign. CPA tracks outcomes like signups, purchases, and qualified leads — the actions that move something from marketing into sales. ROAS tracks revenue earned against marketing dollars spent. AI analytics platforms can support better outcomes and predictions based on early engagement signals, and serve ads that include visuals, wording, placement, and timing that are more likely to convert, meaning ad spend is used more strategically. ## How AI Is Transforming Campaign Reporting AI is an operational necessity for campaign reporting, if you want to process open web data in a meaningful and timely way. With the scale and speed at which information is collected in open web advertising, AI reporting is key for optimization. AI-powered analytics platforms automate aggregation, data cleaning, and data schemas for cross-channel attribution. AI campaign reporting platforms can ingest fragmented data to surface insights, leaving marketers time to make business-critical marketing decisions. ## Moving From Static Dashboards to AI-Driven Insights Traditional, look-back reporting models operate on data they’ve collected during a prior window of time. AI-driven marketing analytics proactively anticipate actions and behaviors ahead of spend or activity. They then provide a briefing in natural language that summarizes what changed, why, and what’s next, along with approachable and actionable recommendations. ## Real-Time Monitoring and Anomaly Detection With status dashboards and traditional campaign reporting, it could be days between a report being pulled and an action being taken, leaving campaigns running on stale data. With real-time campaign monitoring and open web updates, issues can be flagged instantly so your team can respond right away, preserving budget. ## Cross-Channel Attribution: Connecting the Dots The Rule of Seven in marketing says that the average customer needs to come in contact with a brand seven times before converting. While that number can be lower for low-cost B2C items, it can easily push 20 contact points in B2B. On the open web, people are coming into contact with your messaging from everywhere, sometimes on multiple devices in quick succession. The challenge is how to attribute an ad to a conversion. Enter cross-channel attribution: Rather than the last touchpoint getting all the credit, AI and machine learning models connect the dots more accurately, weighing all touchpoints and how a customer interacted with them, for more influenced and informed reporting. ## Navigating Signal Loss With Privacy-First Measurement As privacy constraints grow and pixel or third-party cookie methods depreciate, more sophisticated marketing reporting is critical. Through the use of contextual signals and predictive advertising analytics, models can now recognize patterns and apply first-party data to predict behavior, resulting in greater success and more powerful reporting. ## Actioning Your Data: Automated Budget and Creative Optimization With automated budget and creative optimization, you can boost how you use your ad spend. An AI workstream can automatically reallocate ad spend to higher-performing placements, without the need for manual intervention. This approach allows for quicker and more data-focused decision-making and allocation of ad spend. ## Building Your AI-Powered Reporting Tech Stack When selecting the right tools for open web expansion, keep the following in mind: - As platforms and touchpoints increase, consider AI agents that can execute across platforms and self-correct as they go. - When data is spread across multiple systems, enable integrations so everything works together cohesively. - If gathering data to make decisions is bogging you down, try forward-looking dashboards and reports that offer real insights into what the information means, as well as predictions for outcomes. - When ad spend seems inflated for your return, utilize AI agents to monitor anomalies or potential bot or fraudulent traffic, then turn off campaigns that could be bleeding spend. - Address creative refreshes before they become a financial boondoggle. AI creation learns and adjusts what’s being served before it becomes stale. ## Best Practices for Future-Proofing Your Campaign Reports When bringing on automated marketing reporting, start with a single channel or campaign type, unifying your data sources. Define clear business goals so the model understands expectations and what success looks like. Then, AI models can work while you focus on strategy. Fold in other channels or campaigns once you have confidence the first is in a good spot. ## Key Takeaways To succeed on the changing open web, marketers must transition from labor-intensive manual reporting to AI-driven campaign intelligence. Prioritize attention metrics and ROAS for a predictive and contextual framework. Through real-time automation, you’ll be able to proactively optimize budgets and creative to boost ad spend on high-performing placements. ## Frequently Asked Questions (FAQs) ### What is the difference between campaign reporting for walled gardens vs. the open web? Walled gardens, such as search and social platforms, offer self-contained metrics that those platforms control within their ecosystem. The open web requires the capability to bring together information from a multitude of platforms and reporting systems to unify fragmented data. ### How does AI improve marketing campaign reporting? AI improves marketing campaign reporting by automating tedious data collection, pulling together performance briefs in natural language, and detecting performance anomalies in real time. Instead of simply compiling what has occurred, AI recommends the best action to optimize your budget. ### Which metrics matter most for open web performance advertising? Beyond clicks, focus on viewability, attention metrics, conversion, cost per acquisition (CPA), and return on ad spend (ROAS). Based on early engagement signals, AI can predict these KPIs. ### How do privacy changes impact campaign reporting on the open web? With privacy changes such as cookie depreciation and signal loss, campaign reporting has had to shift. Traditional methods and metrics that focus on identity are replaced by predictive modeling, behavioral signals, and first-party data to better deliver ads people want, where they are. --- ### Ad Spend Optimization: AI-Powered Strategies for Better ROI URL: https://www.taboola.com/marketing-hub/ad-spend-optimization/ Last Modified: 2026-06-30 08:29:32 Digital advertising used to be predictable: scale your budget, monitor results, repeat. Not anymore. As competition intensifies across search and social, costs are rising, and performance is getting harder to sustain. What once worked reliably is now delivering diminishing returns, forcing advertisers to rethink where and how they invest. The open web offers a compelling alternative. It unlocks access to new audiences, lower cost per mille (CPM), and nearly limitless inventory. But, it also introduces a level of complexity that manual optimization can’t easily handle. That’s where artificial intelligence (AI)-driven marketing changes the equation. In the agentic era, intelligent systems don’t just assist, they actively manage campaigns and improve performance in real time. Instead of reacting after performance shifts, they anticipate changes before they affect results. In this guide, I’ll explore how AI ad optimization is reshaping open web advertising and what it takes to scale efficiently in this new environment. ## Ad Spend Optimization in the Agentic Era Ad spend optimization in the agentic era means allocating budget dynamically to maximize business outcomes, not merely reduce media costs. At its core, ad spend optimization means allocating budget in a way that drives measurable business results, such as revenue, conversions, or profit. While traditional approaches focused heavily on cost per click or CPM, modern strategies prioritize efficiency across the full funnel. The agentic era introduces a major shift in how this optimization happens. Instead of relying on manual adjustments, agentic AI systems analyze massive datasets, including user behavior, contextual signals, and historical performance. They then use the information to make autonomous decisions. These systems can: - Continuously evaluate performance across channels. - Reallocate budgets dynamically based on predicted outcomes. - Execute optimization decisions in real time without human delay. This evolution makes optimization predictive, rather than reactive. Instead of fixing inefficiencies after they occur, AI-driven systems anticipate performance trends and act before budgets are wasted. ## Why Performance Advertisers Must Expand Beyond Search and Social Search and social platforms still play a critical role in performance marketing, but relying on them exclusively is becoming increasingly difficult. This shift is driving more marketers to rethink walled gardens vs. open web strategies as they look for new ways to scale efficiently. As competition grows, advertisers face: - Higher costs per acquisition (CPA) driven by auction pressure. - Limited scalability due to finite inventory. - Overlapping audiences that reduce incremental reach. - Less control over data visibility and measurement. These constraints make it harder to maintain efficiency while scaling spend. The open web gives advertisers more room to scale, test, and reach audiences beyond closed platform ecosystems. Its advantages include: - Lower CPMs that improve cost efficiency at scale. - Access to incremental audiences beyond platform ecosystems. - A wider range of publishers, from premium media to niche communities. - Greater flexibility in ad formats and creative execution. - Opportunities for more contextually relevant placements. - Increased control over how inventory is sourced and optimized. That said, expanding into the open web isn’t as simple as shifting budget. It requires a different operational approach — one that can manage complexity, unify data, and optimize performance in real time. ## The Open Web Challenge: Why Manual Optimization No Longer Works The open web is vast, and that’s both its strength and its biggest challenge. Programmatic ad spend requires marketers to navigate multiple demand-side platforms, exchanges, and supply paths. Each impression is influenced by countless variables, including user behavior, timing, device, and context. Manual optimization struggles in this environment for several reasons: - Data latency means decisions are based on outdated information. - Human analysis cannot process the scale of available signals. - Budget adjustments often happen after inefficiencies have already occurred. By the time a marketer reviews performance reports, underperforming placements may have consumed a significant portion of the budget. This reactive approach limits growth. To scale effectively on the open web, advertisers need systems that can operate at the same speed and scale as the ecosystem itself. ## AI-Driven Technology: The Key to Open Web Advertising AI-driven marketing changes how advertisers interact with the open web. Instead of relying on periodic reporting and manual adjustments, AI systems continuously ingest and analyze massive volumes of data. That includes everything from user engagement signals to contextual placement data and historical performance trends. These systems don’t just identify what’s working, they also anticipate what is likely to work next. That shift is what enables predictive optimization. Rather than reacting after performance declines, AI can forecast when a placement is likely to fatigue, when a new audience segment is emerging, or when pricing inefficiencies are about to appear. The result is a system that can automatically shift budget toward high-performing inventory and away from underperforming placements as conditions change. This is what makes scaling on the open web not just possible, but efficient. ## Eliminating Wasted Spend with Supply Path Optimization (SPO) One of the most important concepts in programmatic advertising is supply path optimization (SPO). In the open web ecosystem, the same impression is often available through multiple intermediaries. Each additional hop introduces cost, reduces transparency, and increases the risk of inefficiency. Without SPO, advertisers may be competing against themselves or paying unnecessary fees without realizing it. AI-driven SPO helps streamline this process by identifying the most efficient routes to inventory. This leads to: - Reduced exposure to duplicate auctions and redundant bidding. - Lower effective CPMs by eliminating unnecessary intermediaries. - Greater transparency into where impressions are actually sourced. - Stronger relationships with high-quality, direct publishers. - Improved consistency in performance due to cleaner supply paths. By prioritizing efficiency at the supply level, advertisers can ensure their budgets are working harder, not just spending more. ## Protecting Your Budget: Ad Fraud on the Open Web Ad fraud is a persistent challenge in open web advertising. Unlike closed platforms, the open web includes a wide range of publishers and exchanges, not all of which meet the same quality standards. Fraudulent activity can take many forms, from bot-driven impressions to domain spoofing, and it often goes undetected in manual workflows. AI-driven systems address this challenge by continuously analyzing traffic patterns and identifying anomalies that signal invalid activity. This allows advertisers to detect and block suspicious impressions before budget is spent. It also lets them continuously refine fraud detection models as new threats emerge. The key advantage for ad fraud prevention is speed. Instead of identifying fraud after the fact, detection now happens in real time, helping safeguard both spend and data quality. ## How to Set Up an AI-Powered Optimization Engine Transitioning to AI-driven ad spend optimization requires a strong foundation. Without the right infrastructure, even the most advanced systems can’t perform effectively. ### Audit Infrastructure and Implement Server-Side Tracking Traditional browser-based tracking is becoming less reliable due to privacy changes and cookie deprecation. Server-side tracking provides a more accurate, privacy-first alternative. It allows advertisers to: - Capture first-party data directly from their own systems. - Maintain consistent tracking across devices and browsers. - Feed reliable signals into AI models. Without accurate data, AI optimization becomes guesswork. Server-side tracking ensures that decisions are based on complete and trustworthy information. ### Establish Cross-Channel Attribution Models Understanding performance across channels has become complex. Each platform reports its own version of success, often taking credit for conversions that were influenced by multiple touchpoints. This creates a fragmented view of the customer journey and makes it difficult to determine where budget is actually driving value. Cross-channel attribution solves this by consolidating data across environments, bringing together signals from both open web advertising and traditional platforms. When this unified dataset is fed into AI systems, optimization decisions become far more accurate. Instead of overinvesting in channels that appear to perform well in isolation, advertisers can allocate budgets based on true contribution to conversions. This is especially important when scaling beyond walled gardens, where the incremental impact of new channels may otherwise be undervalued. ### Define Optimization Rules and Thresholds Even in the agentic era, human oversight remains essential. Marketers must define the parameters within which AI operates, including: - Target efficiency metrics such as CPA, return on ad spend (ROAS), or lifetime value (LTV) thresholds. - Budget pacing rules to control spend velocity and allocation. - Brand safety guidelines to avoid unsuitable placements. - Business-specific constraints, such as geographic or audience priorities. These guardrails ensure that AI systems align with business objectives while maintaining control over risk. The combination of human strategy and machine execution creates a powerful optimization engine. ## Measuring True Lift with Incrementality Testing Not all conversions are created equal. Some would have occurred regardless of advertising, while others are directly influenced by campaigns. Incrementality measurement helps distinguish between the two. This distinction highlights a core challenge in ad spend optimization: measuring causation, not just correlation. A reported conversion doesn’t always mean an ad drove the outcome. In many cases, users were already likely to convert, and advertising simply captured existing demand. Without incrementality measurement, this can lead to overestimating performance and misallocating budget. AI simplifies what was once a complex and resource-intensive process. It can dynamically create and manage control groups, compare exposed versus unexposed audiences, and continuously refine models based on observed outcomes. The result is a clearer view of true business impact, ensuring that spend is driving incremental growth, not just attributed conversions. ## Human-AI Collaboration: Elevating the Marketer’s Role AI isn’t replacing marketers. It’s redefining their role. By automating execution, AI frees marketers to focus on areas that require human judgment and creativity. This includes: - Defining overall campaign strategy and performance goals. - Shaping brand voice and messaging across channels. - Developing creative that aligns with audience intent. - Interpreting performance trends in a broader business context. - Identifying new growth opportunities beyond existing campaigns. This shift toward agentic workflows creates a more effective division of labor. AI manages real-time optimization, processing massive datasets and executing decisions at speed. Marketers, in turn, guide direction, refine inputs, and ensure that campaigns align with broader business objectives. Together, this collaboration leads to stronger performance, not just through better execution, but through better strategy. ## Key Takeaways Ad spend optimization now depends on faster, more predictive decision-making. As advertisers expand beyond search and social, the open web offers scale, but only if they can manage its complexity efficiently. AI helps with automated budget allocation, improving supply-path efficiency, detecting fraud, and acting on performance signals quicker than manual workflows can. To work well, these systems still need strong inputs, including server-side tracking, cross-channel attribution, and clear human-defined guardrails. ## Frequently Asked Questions (FAQs) ### What is ad spend optimization? Ad spend optimization is the strategic allocation of advertising budgets to drive the strongest possible business outcomes, focusing on revenue, conversions, and long-term profitability rather than just lower costs. ### How does AI improve ad spend ROI on the open web? AI improves ROI by analyzing large volumes of data in real time, predicting performance trends, detecting fraud, and automatically shifting budgets toward the most effective placements before performance declines. ### What is supply path optimization (SPO)? Supply path optimization (SPO) is the process of streamlining the programmatic supply chain to reduce inefficiencies. It eliminates duplicate auctions and unnecessary intermediaries, helping advertisers access inventory more directly and cost-effectively. ### Why is server-side tracking important for automated ad spend? Server-side tracking provides the reliable, privacy-compliant data that is essential for accurate attribution and optimization. Without it, AI systems lack the quality signals needed to make effective decisions, reducing the effectiveness of automated campaigns. --- ### Automated Bidding: Using AI-Powered Bidding on the Open Web URL: https://www.taboola.com/marketing-hub/automated-bidding/ Last Modified: 2026-07-02 12:22:17 Search and social have long been the go-to channels for performance advertising, but that comfort zone is expensive. CPCs are climbing, audiences are saturated, and diminishing returns are hitting harder than ever. The open web is where the scale is, and for advertisers who know how to buy it efficiently, the opportunity is enormous. That’s where AI-powered automated bidding changes the game. Instead of manually adjusting bids and hoping for the best, machine learning now processes millions of real-time signals across the open internet and makes smart buying decisions faster than any human team can. The result is fewer wasted impressions, lower CPA, and profitable conversions at scale. This guide breaks down exactly how it works, what makes it different from legacy bidding approaches, and how to use it to unlock performance across the open web. ## What Is Automated Bidding on the Open Web? Automated bidding means that, instead of manually setting bids for every placement and audience segment, machine learning algorithms do it for you in real time, at a scale no human team can match. You define the goal (whether it’s a target CPA, a target ROAS, or a conversion volume) and the system finds the optimal bid for every auction. It’s constantly reading signals like user behavior, content context, device type, and historical conversion data, to determine what each impression is worth. It then bids accordingly. On the open web, this matters more than it does on search or social. You’re operating across thousands of publishers and placements simultaneously, and manual bidding at that scale is too inefficient. What automated bidding really does is change your role as an advertiser: less time tweaking bids and second-guessing placements, more time focused on strategy — setting the right goals, defining the right parameters, and letting the AI handle execution. ## Manual Bidding vs. AI-Powered Automated Bidding Manual bidding made sense when digital advertising was simpler. Fewer channels, fewer placements, more predictable auctions. You could reasonably monitor performance, adjust bids by hand, and stay competitive. That world doesn’t exist anymore. Search and social have become crowded, expensive environments where CPCs keep climbing and audience saturation is a real ceiling on growth. As advertisers expand onto the open web — with its thousands of publishers, formats, and audience segments running simultaneously — manual bidding doesn’t just become harder, it becomes a liability. A human team can monitor and adjust bids periodically — maybe a few times a day, if you’re well resourced. An AI-powered bidding system is doing it every millisecond, processing millions of data points across historical performance, real-time market conditions, user behavior, and contextual signals all at once, and placing the optimal bid before a human could even open the dashboard. ## Core Mechanisms: How Automated Bidding Algorithms Work Early bidding systems worked on simple rules. If CPA exceeds X, lower the bid. If CTR drops below Y, pause the placement. Useful, but rigid, and only as smart as the rules you wrote. Modern automated bidding is a different animal entirely. Today’s systems continuously learn, adapt, and optimize based on a growing pool of data. The more impressions, clicks, and conversions the algorithm sees, the sharper its decision-making becomes. Two capabilities sit at the heart of how it works: ### Analyzing Real-Time Contextual Signals Every auction on the open web is unique. The same user on a different device, in a different location, at a different time of day can have a completely different conversion probability. Manual bidding treats these as rough averages, while automated bidding treats each one as a distinct opportunity. In the milliseconds before placing a bid, the algorithm evaluates: - Device type: Mobile vs. desktop behavior patterns differ significantly, and so does conversion intent. - Geographic location: Market conditions, purchasing power, and audience intent vary by region. - Operating system: A meaningful proxy for user demographics and engagement patterns. - Time of day: Conversion rates shift based on audience behavior and content consumption habits. - Content context: The editorial environment surrounding the ad influences how receptive a user is likely to be. No human team can weigh all of those variables simultaneously across thousands of auctions per second. The algorithm does it as standard. ### Predictive Modeling Real-time signals tell the system who’s in front of the ad right now. Predictive modeling tells it what that person is likely to do next. The algorithm draws on historical conversion data — which audience segments converted, under what conditions, at what frequency — and builds a probability model for every new impression. It’s answering one question at speed: How likely is this specific user, in this specific context, to take the desired action? If there’s a high probability, the answer is to bid aggressively. If the probability is low, it will bid conservatively or pass entirely. Each conversion (or non-conversion) feeds back into the system, making predictions increasingly accurate over time. It’s the difference between guessing what an impression is worth, and knowing it. ## Top Automated Bidding Strategies for Performance Marketers Not all campaign goals are the same, and your bidding strategy shouldn’t be, either. The right model depends on your growth stage, what you’re optimizing for, and how much conversion data you have to work with. Here are the three core smart bidding strategies performance advertisers use on the open web: ### 1. Target CPA (Cost-Per-Acquisition) Target CPA is the go-to for advertisers who need to stay profitable at scale. You set the cost you’re willing to pay for each conversion, and the algorithm works to hit that number consistently, bidding aggressively when a high-probability opportunity appears, and pulling back when it doesn’t. If you know your margin and what a customer is worth, target CPA gives the AI a clear guardrail to optimize within. Just give it enough conversion data to model accurately before drawing conclusions. Best for: Lead generation, direct response, subscription models, and any campaign where cost control is the primary constraint. ### 2. Target ROAS (Return on Ad Spend) Target ROAS shifts the focus from acquisition cost to revenue value. The algorithm prioritizes conversion quality, bidding more for users predicted to spend more, less for those likely to convert at lower values. A customer who spends $200 is worth more than one who spends $20, even at the same acquisition cost. Target ROAS accounts for that and allocates budget accordingly. It requires passing revenue data back to the platform so the algorithm can learn what high-value actions look like for your business. Best for: E-commerce, retail, and any advertiser optimizing for revenue rather than volume. ### 3. Maximize Conversions Maximize conversions drives the highest possible volume of actions within your set budget. The algorithm has more flexibility to chase volume, prioritizing scale over strict cost efficiency. This works well for market share goals or rapid growth, and it’s useful early in a campaign when you need to generate enough conversion data to eventually shift to target CPA. Monitor CPA closely and set budget guardrails before scaling. Best for: New campaigns building conversion volume, brand expansion plays, and advertisers prioritizing scale over margin in the short term. ## The Major Benefits of Adopting AI Bidding Technologies Switching to automated bidding isn’t just about keeping up with technology. The performance case is concrete, and the advantages compound quickly at scale. ### Time Savings That Move the Needle Manual bid management is relentless. Pulling reports, adjusting bids, monitoring placements — it adds up fast and pulls focus away from higher-value work. AI-powered bidding hands that operational load back to the algorithm, freeing your team to focus on creative strategy, audience development, and campaign architecture. ### Better ROI and Scale, Without the Headcount Human bidding is limited by what we can process and when we can act. Automated bidding doesn’t have those constraints. It evaluates every impression against real conversion probability, adjusts in real time, and allocates budget toward opportunities most likely to deliver a return. It does this across thousands of publishers and placements simultaneously, without a proportional increase in resource or overhead. ### Removing Human Bias From the Equation Even experienced media buyers carry assumptions. They may follow gut feelings about placements, have preferences built on past campaigns, and may tend to over-index on familiar channels. AI-powered bidding removes that bias. Decisions are made purely on data: what’s actually converting, in what context, for which audiences. That objectivity opens up a broader mix of placements and formats than most human teams would explore on instinct alone. ## Essential Best Practices for Implementing Automated Bidding Automated bidding is only as powerful as the foundation it runs on. Getting implementation right comes down to two things: data quality and patience. ### Flawless Conversion Tracking This is non-negotiable. If your tracking is misconfigured, you’re flying blind and actively misleading the algorithm. It will optimize toward whatever signal you feed it, whether that reflects real business outcomes or not. Garbage in, garbage out — at machine speed. Before launching, make sure: - Every conversion action is correctly tagged: Purchases, sign-ups, form fills, whatever constitutes a meaningful action. - Deduplication is in place: So the same conversion isn’t counted multiple times. - Your pixel is verified: Test it before you scale, not after. - Conversion values are passed accurately: Especially critical for target ROAS campaigns. Think of conversion tracking not as a setup task, but as ongoing infrastructure. ### Navigating the Learning Phase Every automated bidding system goes through a learning phase where performance can look inconsistent — CPAs might swing, volume might feel unpredictable. This is normal, and it requires patience. The instinct is to intervene. Resist it! Every significant change resets the learning phase from scratch. Give the system enough conversion volume — most platforms need 30-50 conversions per month, minimum — and avoid major structural changes until it stabilizes. The advertisers who see the best results are usually the ones who trust the process long enough for it to work. ## Common Pitfalls and How to Avoid Them Most mistakes that undermine automated bidding come down to the same root causes: impatience, unrealistic targets, and a misunderstanding of how the algorithm operates. ### Setting targets too aggressive too soon Launching with a target CPA or ROAS far below realistic market rates starves the algorithm of viable auctions. Start with targets based on actual historical data, then tighten gradually once performance stabilizes. ### Making sudden budget changes Cut spend by 50% overnight or double it in a day, and the algorithm recalibrates from scratch. Scale up or pull back incrementally, no more than 15-20% at a time. ### Over-optimizing during the learning phase Every structural change, whether it’s adjusting bid targets, swapping audiences, or pausing placements, forces the algorithm to relearn. Set a weekly review cadence and resist intervening before the data is statistically meaningful. Insufficient conversion data and low-volume campaigns can’t build an accurate predictive model. Consolidate campaigns rather than fragmenting the budget across multiple small ones. ### Letting data integrity slip The algorithm optimizes toward whatever signal you feed it, flawed or not. Audit your conversion tracking regularly. ## The Future of AI-Driven Performance Advertising AI-powered bidding is already transforming open web advertising, and the gap between early adopters and everyone else is only going to widen. A few trends worth watching: ### Deeper contextual and audience intelligence Tomorrow’s algorithms will evaluate the semantic content of a page, the emotional tone of surrounding editorial, and the nuanced intent behind browsing behavior. Combined with smarter audience discovery, this means targeting precision well beyond demographic or behavioral categories, surfacing high-value segments that human media buyers would never think to find. ### Cross-channel predictive modeling AI systems are increasingly able to model conversion probability across the full customer journey, instead of only the last click. Expect real-time bidding algorithms to factor in upper-funnel signals and cross-device behavior to make smarter decisions at every funnel stage. ### Bidding and creative converging Future systems won’t just decide how much to bid — they’ll factor in which creative is most likely to convert for a specific user in a specific context, and adjust both simultaneously. ## Key Takeaways Automated bidding isn’t just a nice-to-have anymore. For performance advertisers serious about scaling on the open web, it’s the engine that makes it possible. The advertiser’s role doesn’t disappear — it evolves. Less time managing bids, more time directing strategy. Remember the following for the best results: - Match your strategy to your goal: Target CPA for cost control, target ROAS for revenue, maximize conversions for scale. - Invest in clean data: The algorithm learns fast when the inputs are right, and stalls when they’re not. - Respect the learning phase: Campaigns given room to stabilize consistently outperform those that are over-managed. - Think long term: Every conversion sharpens the model, and that compounding effect is the strongest argument for starting sooner rather than later. The open web is a massive opportunity. AI-powered bidding is what makes it scalable. The foundations you build today are the performance advantage you’ll have tomorrow. ## Frequently Asked Questions (FAQs) ### What is the difference between automated bidding and manual bidding? Manual bidding means you set and adjust your bids yourself. It’s slow, labor-intensive, and hard to scale. Automated bidding lets AI evaluate real-time signals and place the optimal bid in milliseconds. Manual bidding is reactive, while automated bidding is predictive. ### How long does it take for AI bidding algorithms to learn? Most systems need 1-2 weeks to learn and a minimum of 30-50 conversions within a 30-day period to move through the learning phase and start optimizing accurately. During that window, performance can look inconsistent. That’s normal. Making structural changes resets the process, so set it up correctly, give it time, and let it learn. ### Can automated bidding work for open web campaigns as well as it does on search? For many advertisers, automated bidding works better. Search operates in a contained environment with predictable signals. The open web is far more complex, with thousands of publishers, formats, and audience segments running simultaneously. That complexity is exactly where automated bidding thrives, and where the gap between human and algorithm widens most. ### What data is needed for automated bidding to be effective? You need three different data points: - Accurate conversion tracking. - Historical performance data. - A clear goal. Conversion tracking tells the algorithm what success looks like. Historical data gives it a starting point. A defined target — target CPA or target ROAS — tells it what it’s optimizing toward. Get those three right and the algorithm has everything it needs. Cut corners on any one and you’ll feel it in your results. --- ### 4 Troubleshooting Steps if Your Performance Campaign Is Failing URL: https://www.taboola.com/marketing-hub/troubleshooting-steps/ Last Modified: 2026-06-30 07:55:48 After you’ve put hours of time, research, planning, and execution into a performance marketing campaign, it’s frustrating to watch it fail. Failure can look like draining your budget without generating sales or, worse, failing to serve any impressions. When a campaign isn’t working as planned, you might be facing several different scenarios: stalled ads, your budget going toward unsatisfactory placements, or a skyrocketing cost per acquisition (CPA). When you’re spending but not converting, the problem is usually a structural disconnect in tracking, bidding, or in the funnel. The good news is that there are tools available to navigate and fix these problems so you can get your performance marketing campaigns back on track. This guide gets to the root causes of failing ad campaigns, and can help you as you start to troubleshoot your own campaign. Read on for technical troubleshooting tips for plugging any leaks in your campaign. ## Steps for Troubleshooting Your Performance Campaign ### 1. Diagnosing a Campaign That Isn’t Serving If your campaign isn’t delivering the results you expected, check these common issues while you triage the underperformance. (I’ll use Realize troubleshooting as an example for many of these familiar problems.) - Account-level Hurdles: Check for “red light” issues that might be causing a hard stop in delivery. In the Realize platform, a financial or account hold could cause a frozen account status. Check for expired credit cards or rejected recharges. - Over-targeting: See if you’re layering too many exclusions or small audiences, such as targeting a tiny zip code, or interests that are too specific. This may also show up as the potential reach indicator in your ad platform, leading to a pool too small for the algorithm to bid effectively. - Creative Policy: Take a look at the “edit ad” section of your platform for any rejection flags, such as a misleading headline or low image quality. Realize has strict content policies; users sometimes run into flags around quality or prohibited content that are preventing better campaign performance. - Low Bids: If the cost per click (CPC) number you set is significantly below the network average, you’ll continuously lose at auction. See if your bid is competitive, particularly for various platforms (for example, desktop versus mobile). ### 2. What to Do When Your Campaign Is Spending But Not Converting Low spending can be an easy fix — as long as you have the budget to spare, of course. But, if you’re seeing specific issues after you’ve made sure the spending is appropriate, assess these areas: Broken Tracking and Post-Click Friction: Check your tracking and click actions before assuming the creative is bad. In the Realize dashboard, this feature is in the Tracking Test Tool. This can simulate the user’s click and make sure the pixel is actually firing on the “thank you” page. Ensure Full Alignment: These three features are the holy trinity of campaign alignment: ad creative, landing page, and conversion goal. If these aren’t perfectly aligned, you’ll get clicks but no sales. For example, if you’re running a purchase campaign, but the ad looks like a news article, users will quickly bounce, which will waste your spending. Landing Page Mismatch: Check the site speed and mobile responsiveness. A slow-loading page is the number one cause of spending but not converting. In ad platforms like Realize, make sure the pixel is active. This will ensure the algorithm has the information it needs to optimize for conversions. ### 3. How to Troubleshoot Unprofitable or High CPAs After you’ve done a conversion tracking audit and addressed those issues, your next step is to get into the details of unprofitable or too-high CPA numbers. Bidding Strategy Misalignment: To troubleshoot high CPA, look at what your platform can tell you. Using AI-driven, automated tools, such as Maximize Conversions, can be incredibly helpful for performance marketing teams. However, make sure you’re auditing how they’re working. In Realize, the pacing health score shows a percentage score; if it’s red or yellow — over 110% — you’re spending too fast. This leads to higher CPAs. Your platform can give you feedback about the pacing of spending. Limited Learning Phase: These same AI-driven tools rely on algorithmic learning, which requires a little time to calibrate (and then optimize) bidding. If you’re changing bids or budgets too frequently — more than once every 48 to 72 hours — the algorithm has to reset. Too much tinkering, and your campaign will end up stuck in a permanent learning phase, preventing the algorithm from finding the most cost-effective placements. The 10x Budget Rule: This rule applies to CPA-based campaigns, which need a certain amount of liquidity to stabilize. Your daily budget should ideally be 10x the target CPA, which lowers the average cost over time. So, if your target CPA is set at $20, but your daily budget is $50, the algorithm doesn’t have enough liquidity to learn what works and put it into practice. ### 4. Eliminating Unsatisfactory Site Placements and Wasted Spend Finally, try to uncover placements that aren’t working for your brand and wasting precious budget. Take a look at: Default Settings: These can be a hidden source of budget drain. Review your reporting by both site and platform to see if any settings don’t make sense for your campaign. For example, the high CPA might be coming from a specific device. If mobile is taking up 90% of the budget, but zero conversions are happening there, use the Platform Targeting feature in Realize to shift spending toward desktop instead. Proactive Waste Reduction: Identify sites with high spend and zero conversions, confirm that those sites are not a fit for your ads, and then use the Block Site feature to exclude them immediately. Within Realize, for example, you can proactively block specific publishers or categories that aren’t a fit, such as Gaming or Hard News, to stop spending budget there without any ROI. Search Terms and Macros: Check if macros (like {site}) are showing traffic from irrelevant apps or low-quality networks, and regularly review the search terms report. Apply category exclusions (e.g., excluding “Gaming” or “Hard News”) if those placements aren’t driving ROI. ## Key Takeaways Campaign failure issues are usually technical or structural, not creative, which means they’re fixable. It’s important to ensure that everything is aligned for the algorithm to work correctly: diagnose ad delivery issues or blocks (such as account freezes), fix broken tracking via a tool like the Pixel Test, remove wasted placements, and respect the SmartBid optimization learning phase. Diagnosing and fixing issues — and then optimizing over time — is a process of elimination. ## Frequently Asked Questions (FAQs) ### Why is my PMax/Realize campaign spending budget but not getting any conversions? Common root causes of this issue are broken conversion tracking, optimizing for the wrong conversion action, or having Final URL Expansion enabled. This allows the possibility of the algorithm sending paid traffic to low-intent pages (such as a blog or careers page) instead of your product pages. Run a Tracking Test to make sure your pixel is active. ### How long should I wait before changing my target CPA? Give the algorithm enough time to work. Wait until it has enough data, which is typically 30 to 50 conversions over a seven-day period. Setting a target CPA goal too early, or setting it too low, restricts the algorithm during its learning phase and can completely halt ad delivery. ### How long does it take for a campaign to exit the learning phase? As a rule of thumb, the algorithm needs 30 to 50 conversions over a seven-day period to fully optimize. During this period, try not to make major changes to your budget or CPC number, as this will reset the learning process. ### How can I tell if my bid is too low? If your campaign is set to Active, but has zero impressions, your bid is likely below the competitive threshold for the sites you’re targeting. Try increasing your CPC by 20% to 30% to start seeing initial traffic. ### Why are my ads getting high click-through rates but no sales? The problem of high click-through rates but zero conversions usually indicates a post-click funnel issue. Causes can include a disconnect between the ad’s promise and the landing page, a friction-heavy checkout process, or a tracking pixel misfire that isn’t recording the sales that are actually happening. Within Realize, check pixel health and use the Tracking Test Tool to ensure the conversion event — Lead or Purchase — is mapped accurately to the landing page. If the pixel isn’t firing, Realize won’t report conversions, even if they are actually happening. ### What does it mean if my account status is “Frozen”? A “Frozen” status in your ad platform likely reflects a billing issue, such as an expired credit card or a maxed-out account credit limit. Updating the card or adding account credit will fix the issue — in Realize, campaigns typically resume within a few hours. --- ### App Promotion: Scaling on the Open Web with AI URL: https://www.taboola.com/marketing-hub/app-promotion/ Last Modified: 2026-06-30 07:38:50 An average of 3,205 apps are released on Apple’s App Store daily. As the competition for people’s attention intensifies, relying solely on saturated search and social channels is no longer enough to drive cost-effective growth. For performance advertisers, the open web presents a massive, untapped opportunity to acquire high-intent users at scale. By using artificial intelligence (AI) to predict user behavior, optimize cross-channel placements, and dynamically personalize creatives, marketers can build sustainable, long-term return on investment (ROI) using the latest AI-driven web technologies. This guide breaks down exactly how to do that. ## What Is App Promotion in Today’s Digital Landscape? App promotion is the practice of driving installs, engagement, and revenue from your mobile app through paid and organic channels. It sounds simple enough. The execution, though, has gotten considerably more complex over the last several years. A few years ago, getting your app in front of users mostly meant showing up in App Store search results and running a few ads on Google or Facebook. That was enough. Today, those channels are crowded, expensive, and increasingly restrictive in how they let you track and attribute results. Privacy changes like iOS 14.5 reshaped mobile measurement overnight. Auction inflation has pushed up costs per install (CPIs) on major platforms. And audiences on the big walled gardens, like Facebook, LinkedIn, and Google, have, in many categories, gotten fatigued. Modern app promotion demands a more distributed approach. One that spans multiple channels, uses smarter targeting, and treats a download not as the finish line but as the beginning of a longer user relationship. ## Unlocking the Open Web for Scalable App Growth The open web is everything outside the closed ecosystems of Google, Meta, Apple, and Amazon. It includes premium publisher websites, news outlets, niche blogs, content networks, and millions of independent sites where people spend a significant chunk of their online time. For app marketers, this is largely untapped territory. Audiences on the open web are actively engaged with content they chose to read. That creates a different, and often more receptive, mindset than the interruption model of social feeds. There’s also significantly less auction competition than on the major walled gardens, which translates directly into lower acquisition costs for advertisers willing to go where others haven’t. While platforms like Google, Facebook, and Instagram offer scale and familiarity, they also have shortcomings. Cross-platform attribution is harder. Signal loss from privacy restrictions is ongoing. And audience pools in saturated categories don’t refresh the way open-web audiences do. A user acquisition strategy that depends entirely on two or three major platforms is fragile by design. The open web solves for all three. It adds fresh audience supply, contextual relevance, and a diversification layer that stabilizes performance when any single platform has a bad week. Platforms like Realize by Taboola give you access to premium publisher inventory across thousands of sites, with sophisticated targeting options and app promotion campaigns built specifically to drive installs at scale. ## How AI Is Revolutionizing App Promotion on the Open Web Running app install campaigns across the open web used to require a lot of manual work. You’d pick placements, set bids, test creatives by hand, and wait days for meaningful data. AI has replaced most of that guesswork with automated, real-time decision-making that improves as it learns. Here’s what app promotion looks like in practice: ### Predictive Audience Targeting AI-powered ad targeting goes deeper than traditional targeting, which mainly relies on demographic and interest categories. It analyzes behavioral signals across the web, looking at what someone reads, how long they spend on a page, what they’ve engaged with recently, and builds predictive models that identify users with the highest probability of not just installing your app, but sticking around and converting. An install from someone who churns in 48 hours costs the same as an install from someone who becomes a paying subscriber. But they’re worth very different amounts to your business. AI systems trained on post-install event data learn to distinguish between those two users before they click, so your budget flows toward the installs that actually generate revenue. Realize’s contextual targeting does this at the publisher level too, matching your app to articles and content environments where readers are already in the right mindset to convert. ### Real-Time Creative and Bid Optimization AI also handles the moment-to-moment decisions that would be impossible to make manually at scale. When a user matches a high-intent profile, the system adjusts the bid in milliseconds to win that impression. When one creative variant is outperforming another, it reallocates spend accordingly without waiting for a human to run a report. Tools like GenAI AdMaker, built directly into Realize, let you generate and test high-quality creatives quickly, without a design team or production bottleneck. This continuous optimization loop means your mobile app growth campaigns get more efficient over time. The system gets smarter the more data it processes, which creates a compounding advantage for advertisers who start early. ## Getting Recommended by AI: SEO and Discovery Outside the App Store A growing number of users don’t start their search in the App Store. They ask ChatGPT, Perplexity, or an AI-powered search feature something like “what’s the best budgeting app for freelancers,” and they act on whatever gets recommended. Those recommendations typically don’t come from App Store listings. Instead, they come from the open-web content that those AI systems have indexed and learned from. If your app doesn’t have a presence in comparison guides, review articles, and landing pages that clearly explain who your app is for and what problem it solves, you’re invisible to this growing discovery channel. This means content on the open web is now part of your user acquisition strategy, whether you treat it that way or not. Apps that build indexed, well-structured web content — written around the specific questions their target users ask — show up in AI recommendations. Apps without that content don’t get cited. Of course, App Store Optimization (ASO) still matters, but it’s no longer sufficient on its own. ## Core Foundations: App Store Optimization (ASO) and Landing Pages Before you scale web-to-app conversion, the destination needs to convert. Two foundations matter here: your App Store presence and your web landing page. On the ASO side, the basics still do a lot of work. A clear, compelling app icon. A description that speaks to a specific user problem in plain language. Screenshots that show the app in actual use rather than abstract brand visuals. And a steady stream of genuine user reviews that build social proof for users who are on the fence. Your web landing page serves a slightly different function. It’s where users land before they hit the App Store, and it needs to do the trust-building work that a short app description can’t. A good landing page explains who the app is for, shows real use cases, surfaces reviews and ratings, and makes the download step feel like the obvious next move. Think of it as a conversion layer between your ads and the App Store listing. Taboola’s own testing found that driving users directly to the App Store via the App Install format reduced cost per acquisition (CPA) by 29% compared to routing users through a landing page first. Both approaches have their place depending on your goals, but for pure install volume, cutting out the extra step makes a real difference. ## Crafting High-Converting Ad Creatives for Open Web Audiences Open-web ad creatives work differently from social media ads. Users on publisher sites are in a content consumption mindset, not a scrolling-and-reacting mindset. Ads that feel disruptive or overly promotional perform poorly, while the ones that feel like a natural extension of the content perform much better. Native-style creatives tend to win here. Headlines that frame a real problem rather than push a feature. Visuals that look editorially relevant. Copy that speaks directly to the user’s situation rather than listing what the app does. Creator-generated content (CGC) is also worth the investment. Ads built around real users explaining how they use the app in their own words carry a credibility that brand-produced creative can’t replicate. They don’t feel like advertising, which is exactly why they work. Taboola Trends is a useful starting point here. It shows you which creative formats, titles, and visual styles drive the highest click-through rate (CTR) by vertical and region, so you’re not guessing what resonates with open-web audiences in your category. As a rule of thumb, keep motion subtle, include real people, front-load the key message in your headline, and match the visual style to the editorial environment in which your ad appears. ## Deep Linking and Seamless Web-to-App Journeys Technical friction kills conversions. A user who clicks an ad for a specific feature and lands on a generic app store page has already lost context, and many of them don’t navigate to find what they were originally interested in. Deep linking solves this. Tools like Branch let you route users from a web click directly to a specific screen or piece of content in the app, whether they already have the app installed or are going through the install process for the first time. The experience remains consistent across ad and app, and conversion rates reflect that. Realize supports third-party tracking partner URLs natively in its App Promotion campaign setup, so you can connect your deep linking provider without a complicated workaround. For retargeting campaigns in particular, this kind of seamless routing is nearly essential. Users who’ve interacted with your app before respond much better to ads that take them back to something specific rather than ads that dump them at a generic home screen. ## Tracking, Attribution, and Measuring Post-Install KPIs Downloads are a vanity metric if you’re not measuring what happens after the install. Revenue comes from registrations, subscriptions, purchases, and repeat engagement. Your campaigns need to be optimized against those events, not just installs. This is where a Mobile Measurement Partner (MMP) like Adjust, AppsFlyer, and Kochava becomes critical infrastructure. Realize integrates directly with all of these, so post-install events get attributed back to the specific ad, publisher, or channel that drove them. That data closes the loop and lets you see which campaigns are actually generating revenue, not just volume. Without MMP integration, you’re flying blind. You might know that a campaign drove 5,000 installs. You won’t know that 4,200 of them churned in three days, while a smaller campaign on a different channel produced 800 installs with three times the 30-day retention rate. Setting up post-install event tracking before you scale is the difference between optimizing for installs and optimizing for business results. ## Retargeting and Re-Engaging Lapsed App Users Not every lost user is gone for good. People uninstall apps for all sorts of reasons: storage pressure, a busy period, a frustrating experience they’d be willing to try again if something changed. Open-web retargeting lets you reach those users at the right moment, with messaging tailored to where they dropped off. AI makes this more precise. Instead of blanketing all lapsed users with the same win-back message, AI-powered ad targeting can segment by behavior. Users who installed but never completed onboarding get a different message than users who used the app regularly for two months and then stopped. The more relevant the message, the better the reactivation rate. The open web is particularly effective for re-engagement because you’re reaching users in a context outside the app ecosystem, where push notifications are not already bombarding them. A well-placed article or native ad on a relevant publisher site can prompt a reconsideration that in-app messaging never would. ## Key Takeaways App promotion has moved well past App Store search and social feeds. The open web is where sustainable, cost-effective growth lives for performance advertisers willing to build there. AI is what makes open-web advertising viable at scale. Predictive targeting, real-time bid and creative optimization, and post-install event learning all work together to improve efficiency over time and direct spend toward the users who actually generate revenue. AI-powered search and chatbots are also changing how apps get discovered. Web presence — comparison pages, landing pages, indexed content — is now part of the user acquisition strategy, not just a nice-to-have. And diversification matters. Over-relying on a handful of walled gardens creates fragility. A channel mix that includes the open web gives you access to fresh audiences, more competitive CPIs, and a more stable overall acquisition engine. If you’re ready to put AI app marketing into practice, Realize by Taboola is built specifically for performance advertisers running app install campaigns on the open web. The technology is here, the audiences are there, and the opportunity is in being early. ## Frequently Asked Questions (FAQs) ### What is the open web in app promotion? The open web refers to the vast network of independent websites, premium publisher blogs, and news platforms that exist outside of closed walled gardens like search engines and social media platforms. Promoting your app on the open web offers substantial reach, access to diverse audiences, and often much lower acquisition costs compared to major platforms. ### How does AI improve app user acquisition? AI enhances campaigns by analyzing large volumes of real-time data to predict user behavior, automate bidding, and dynamically adjust ad creatives. The result is that your budget flows toward users who are statistically most likely to install the app and complete valuable post-install events, not just users who click. ### Why should app marketers diversify beyond search and social media? Over-reliance on a few major platforms tends to push up user acquisition costs, create audience fatigue, and leave campaigns vulnerable to policy changes. Diversifying to the open web provides access to fresh, contextually relevant audiences while stabilizing overall campaign performance and ROI. ### How is AI changing app discovery outside the App Store? Users are increasingly turning to AI search engines and conversational chatbots for app recommendations. Because these AI systems draw on indexed web content, apps that build a strong open-web presence through comparison guides, landing pages, and review content are more likely to be cited than apps that rely solely on App Store Optimization. --- ### Made-for-Advertising (MFA) Sites Explained URL: https://www.taboola.com/marketing-hub/made-for-advertising/ Last Modified: 2026-06-30 07:35:31 Every performance advertiser eventually reaches a tipping point where the walled gardens of search and social start feeling less like a breath of fresh air, and more like a crowded, high-priced elevator. Open web advertising offers somewhat of an escape hatch for this situation, as it brings massive scale, diverse audiences, and distance from the latest algorithm “mood swings.” The trouble is, once you begin exploring the open web, you’ll notice the terrain is littered with hidden economic landmines, particularly made-for-advertising (MFA) sites. These digital ghost towns exist for a single purpose — ad arbitrage. They use shocking clickbait and generative AI to trick programmatic systems into buying worthless impressions, draining budgets without delivering a single real customer. The good news is that the tide is turning (or, at least, starting to turn). By weaponizing AI-driven ad tech, smart marketers are actively filtering out this digital pollution to secure high-converting, genuine human engagement across the open web. ## What Are Made-for-Advertising (MFA) Sites? Think of MFA sites as the digital equivalent of a tourist-trap souvenir shop. They’re flashy on the outside and completely hollow on the inside, engineered solely to separate you from your money. An MFA site is a web property built from scratch for ad arbitrage. The business model is incredibly simple but highly cynical: The operator buys traffic from social media feeds or discovery widgets using sensational headlines (like “You won’t believe what this 90s child star looks like now!”). Once a real human clicks that link and lands on the page, they are immediately ambushed by an overwhelming wall of ads. If the operator buys the initial click for $0.05 and serves enough stacked ads on the page to make $0.08 off programmatic buyers, they pocket a clean profit. The user gets zero value, the publisher gets a micro-payout, and the advertiser gets an impression that’s completely worthless. ## Anatomy of an MFA Site: Recognizing the Red Flags If you ever stumble onto an MFA page accidentally, your browser will likely lag instantly. That’s because the layout is explicitly designed to maximize ad density at the expense of user experience. Here are the classic hallmarks of an arbitrage factory to watch out for: - Extreme Ad Stacking: Ads are shoved into every available pixel — top, bottom, sides, and directly on top of the text. - The Infinite Slideshow: A 200-word article is chopped up into a 50-page slideshow, forcing the user to click “Next” repeatedly just to read a single sentence, refreshing a new batch of ads with every click. - Autoplay Video Overload: Multiple sticky video players pop up simultaneously, floating along as you scroll and playing muted ads. - Accidental Click-Baiting: Buttons are positioned right next to close markers, making it easy for the user’s thumb to misclick and the site to log a false engagement metric. ## The Double-Edged Sword of AI: How Generative AI Fuels the MFA Boom In the past, running an MFA network required a modest amount of human effort. Operators had to hire cheap content writers or use basic RSS scrapers to build their thin articles. Not anymore: Generative AI content has supercharged the dark side of programmatic advertising. Bad actors now use automated large language model (LLM) scripts to scrape mainstream news, rewrite it slightly to bypass plagiarism filters, and publish tens of thousands of low-quality pages a day. This automated explosion makes manual blocklists completely obsolete. By the time an agency manually flags and blocks the URL, the operator has generated a hundred new domains with entirely different names. ## The Gray Area: Is MFA Considered Ad Fraud or Invalid Traffic (IVT)? This might be the most frustrating thing for performance marketers: technically, most MFA sites are completely legal, and they don’t trigger traditional anti-fraud alarms. Here’s a quick breakdown: Traditional Ad Fraud (IVT): - Uses non-human bots. - Domain spoofing tactics. - Blatantly illegal. Made-for-Advertising (MFA): - Uses real human traffic. - Attracted via clickbait. - Technically legitimate. Because MFA networks use paid ads on major platforms to lure real humans to their pages, their traffic doesn’t register as Invalid Traffic (IVT). There aren’t any botnets clicking the ads, just confused people trying to read a slideshow. But, since they are humans, legacy cybersecurity filters give it a green light. This structural loophole is why you can’t rely on basic anti-fraud tools to protect your media spend; you need an entirely different layer of defense. ## The Hidden Costs: How MFAs Drain Performance Budgets When 15% of your total programmatic ad spend is vanishing into a black hole of empty impressions, your down-funnel performance takes a severe hit. This traffic possesses zero commercial intent. Users didn’t visit this site because they were researching a product. Instead, they were tricked into clicking a sensationalized link. Buying these placements drives up your customer acquisition costs (CAC) and completely tanks your true return on ad spend (ROAS). ## Why Traditional Programmatic Metrics Fail to Catch MFAs At this point, you may be asking, “If MFA sites are so bad, why do automated media buying algorithms keep buying them?” The simple answer is: MFA sites are explicitly built to look like star performers on a standard media dashboard. Traditional viewability metrics are flawed because they only track if an ad was technically rendered on a screen for a couple of seconds. MFA sites game this system perfectly by using sticky, floating ad units that follow the user down the page, scoring near-perfect 98% viewability ratings. Plus, because their traffic is cheap, their CPMs are incredibly low. If your automated campaign settings are programmed to blindly hunt for the lowest cost and the highest viewability, your budget will automatically default to these low-value domains, mistaking accidental screen placement for high consumer engagement. Leveraging AI-Driven Technology for Real-Time MFA Detection If AI created the content scaling problem, then a smarter version of AI is required to fix it. Modern programmatic platforms use machine learning to execute advanced, pre-bid filtering before an ad dollar is ever traded. Instead of relying on an outdated domain checklist, predictive AI models evaluate thousands of page-level attributes in a fraction of a second. The algorithm analyzes the site’s historical traffic sources (checking for abnormal spikes in paid social traffic), calculates the exact ad density relative to the text, detects repetitive generative AI text structures, and checks the age of the domain. If these parameters scream “arbitrage factory,” the AI automatically drops out of the auction, which saves your budget before the bid is made. ## Shifting the Focus: Using AI-Powered Attention Metrics To truly insulate your campaigns from low-value inventory, you need to change what you optimize for. Leading performance brands are moving away from basic viewability and adopting AI-powered attention metrics. Attention models go incredibly deep, tracking active human engagement signals, such as scroll velocity, device orientation, and precise dwell time. An MFA site might keep an ad on a screen for ten seconds, but attention data will reveal that the user was scrolling at lightning speed to escape the layout, resulting in zero human eyes on your creative. By training your optimization algorithms to buy placements that command real human focus, your ads naturally move away from clickbait farms and toward high-quality, reputable publisher environments where users are genuinely reading the content. ## Supply Path Optimization (SPO): Curating Premium Open Web Inventory Protecting your media spend also requires cleaning up the pipeline between your brand and the publisher. This practice, known as supply path optimization (SPO), uses machine learning to map out the most direct, transparent, and cost-effective pathways to programmatic inventory. Instead of navigating a maze of confusing ad tech middlemen — many will bundle MFA inventory into their standard packages — SPO cuts out the clutter. By using dynamic inclusion lists and attentive private marketplaces (aPMPs) curated by smart traffic intelligence, you ensure your media dollars skip the arbitrage toll booths entirely and land exclusively on premium publisher networks. ## Expanding Beyond Walled Gardens: The Open Web Opportunity Full transparency here: Relying entirely on Meta and Google is somewhat of a dangerous game. Media buyers are tired of watching their acquisition costs creep upward while having zero control over platform rules. That’s where the open web represents a land of opportunity, one where you can diversify your media mix and scale campaigns efficiently. However, buying programmatic inventory outside the walled gardens requires you to be sharper and savvier. The open web is a decentralized ecosystem, meaning it doesn’t have built-in quality control. If you blast your budget out via traditional programmatic channels without a solid filter, you’ll inevitably run into low-quality supply traps designed to siphon off your cash before you even know what hit you. ## Best Practices for Scaling Open Web Performance Safely Want to scale your campaigns across the open web without getting caught in the arbitrage trap? Implement these guardrails: - Turn on Pre-Bid AI Filters: Ensure your DSP has live, predictive AI filters enabled to identify new MFA domains in real time. - Ditch Top-of-Funnel Optimization: Stop optimization algorithms from blindly chasing ultra-low CPMs and superficial click volume; this can inadvertently funnel spend directly to ad-heavy layouts. - Focus on Business Outcomes: Tie your campaign performance tracking to down-funnel milestones, including verified leads, add-to-carts, or direct purchases. - Demand Supply Chain Transparency: Partner exclusively with clean, trusted networks that offer direct supply paths to premium, authenticated publishers. ## Key Takeaways The open web remains one of the most powerful places to scale your digital marketing and discover new customer segments, but you can’t navigate the open web using old, easily-gamed metrics, such as simple viewability or low cost. By upgrading your toolkit with AI-driven, real-time pre-bid detection, shifting your focus toward true attention metrics, and utilizing direct supply channels to premium publishers, you can effectively starve MFA networks of your capital while maximizing your true ROAS on high-quality web real estate. ## Frequently Asked Questions (FAQs) ### What is the difference between an MFA site and ad fraud? Traditional ad fraud relies on illegal methods, such as non-human bot traffic or domain spoofing, to create invalid traffic (IVT). MFA sites operate in a legal gray area because they bring real human eyes to their pages via cheap, deceptive clickbait links. Because the traffic is from humans, it slips past standard fraud detection software, even though the layout is engineered exclusively to drain ad spend, rather than providing editorial value. ### How much ad spend is currently wasted on MFA sites? A landmark programmatic media supply chain study by the Association of National Advertisers (ANA) revealed that MFA properties account for an alarming 21% of all digital ad impressions and capture roughly 15% of total programmatic ad spend. ### Why do MFA sites often have such high viewability scores? MFA sites are specifically built to exploit programmatic bidding algorithms that reward cheap, viewable placements. They use tactics like sticky floating video players, hidden ad stacking, and infinite layouts to keep ads visible in a browser window for long periods, even if the user is completely ignoring them. ### How does AI help advertisers avoid MFA inventory? Bad actors can generate new MFA sites faster than any human team can update a blocklist. AI-backed programmatic tools solve this by evaluating thousands of live, pre-bid indicators — lopsided ad-to-content distribution ratios, high percentages of paid incoming traffic, and repetitive, generative AI filler text — to identify and block these properties before a bid is ever submitted. --- ### Ad Management with AI Agents: How to Scale Without the Grind URL: https://www.taboola.com/marketing-hub/ad-management-with-ai-agents/ Last Modified: 2026-06-30 08:04:48 Managing modern ad campaigns feels like trying to play a hundred games of chess simultaneously. It’s a complexity trap where the sheer volume of assets and channels eventually breaks even the best player. To stay competitive, you need to test thousands of creative pieces, but doing that manually is a path to guaranteed burnout for you and your team. This is exactly why modern agencies are aggressively adopting marketing workflow automation, to take the administrative weight off their media buyers’ shoulders. AI advertising agents change the game. They aren’t just fancy dashboards — they’re autonomous partners that build, tweak, and scale campaigns in real time. Here’s how to use agentic marketing to juggle 1,000+ variations without losing your mind (or your ROI). ## Ad Management in the Era of AI In the old days (i.e., about three years ago), ad management meant manual labor: staring at spreadsheets, toggling budgets, and hoping your manual adjustments didn’t break the algorithm. It was a reactive, and tedious, process. Today we’ve moved more into the era of autonomous execution. By deploying advanced AI ad optimization techniques, the system learns and reacts to market changes continuously. AI advertising agents leverage large language models (LLMs) to do more than just report data — they interact with it. These agents function as 24/7 media buyers that can reason through a problem (like a sudden spike in CPC) and execute a fix via API commands instantly, shifting the focus from manual clicking to high-level supervision. ## The Advertiser’s Complexity Trap: Why Manual Management Fails The demand for hyper-personalized content has created a massive bottleneck. If you’re trying to manually oversee 1,000+ ad variations across Meta, Google, and TikTok, you aren’t really optimizing, you’re just surviving (and pretty much drowning). The standard approaches to digital campaign management fail the moment a business attempts to scale their operation across multiple fast-moving online channels simultaneously. When a manual, human team is overwhelmed, optimization cycles stall. Underperforming ads stay live too long, and winning creatives aren’t scaled fast enough. This manual lag is where most ad budgets go to die, resulting in wasted spend and a direct hit to your ROI. ## Traditional Ad Campaign Management Tools vs. AI Advertising Agents It’s easy to confuse these, but the difference is fundamental: - Traditional tools: These are rules-based systems. They follow strict “if/then” logic (for example, “If the click rate drops, pause the ad”) and require a human to set every single parameter. - AI agents: These are perception-based systems. They use APIs to ingest live data, reason through the current market context, and make decisions without needing a human to pre-write a rule for every possible scenario. Don’t think of AI agents as just faster versions of old automated rules, as that’s just not accurate. Unlike legacy automation, agents possess autonomous reasoning. They can interpret why a campaign is failing and pivot strategies across different platforms without a human needing to click a single button. ## How AI Agents Solve the 1,000+ Ad Variations Problem Scaling isn’t just about quantity, it’s about maintaining quality without burning out your staff. When you use smart tech to scale ad variations dynamically, you multiply your market touchpoints without multiplying your team’s workload. ### Automated Ad Creative Generation and Localization AI agents handle the heavy lifting of asset production. They can draft copy, resize images for specific platform requirements, and translate phrasing for international markets. They can do all this while still adhering to your brand guidelines. This ensures your message stays consistent across 1,000+ variations without a designer or copywriter needing to touch every file every time. ### Continuous A/B Testing and Personalization While a human might check a test once a day, an AI agent checks it every second. It identifies creative fatigue (that moment when an ad stops working) and automatically rotates in fresh variations tailored to specific audience segments. ## Core Capabilities of AI-Driven Ad Management Platforms ### Autonomous Bid Adjustments and Budget Reallocation Agents watch your pacing 24/7. If a specific ad group on one platform is performing 20% better than another, the agent can autonomously move the budget to the winner to maximize spend efficiency. ### Unified Cross-Channel Orchestration Instead of logging into separate portals, agents use a single hub to manage Meta, Google, and LinkedIn. This unified style of cross-channel ad management gives the agent a holistic view of your funnel, allowing it to reallocate resources based on true omni-channel impact, rather than siloed platform metrics. It allows for more of a big picture type strategy, where the AI understands how a view on one platform leads to a search on another. ### Real-Time Fraud Prevention Agents use machine learning to spot and block bot traffic as it happens. This keeps your data clean and ensures you aren’t optimizing your campaigns based on fake clicks. ## How Agentic Advertising Transforms Workflows The real shift is moving to conversational commands through model context protocol (MCP). Instead of digging through menus, you can simply tell your agent something like, “Increase spend by 15% on any ad with a ROAS over 3.0,” and it executes the command across your entire stack instantly. By tying your natural language instructions directly to ROAS optimization tools, you ensure the AI focuses entirely on high-intent bottom-of-funnel actions rather than cheap, empty clicks. ## Top AI Ad Management Software and Tools for 2026 - Legacy with AI: Platforms like Skai, AdRoll, and HubSpot have added smart features to their existing dashboards to help with automation. - AI-native agents: Newer platforms like Ryze AI, Adspirer, and Warmly are built as “agents first,” focusing on autonomous execution through conversational interfaces. - Realize+ (Beta): This uses agentic AI to automate ad campaign management, continuously making and executing decisions regarding budget allocation, creative optimization, and targeting without requiring constant human intervention. ## 4 Best Practices for Transitioning to Agentic Ad Management ### 1. Start small Don’t automate everything at once. Pick one channel to really get a feel for what the agent’s logic is before scaling. ### 2. Human-in-the-loop (HITL) Use the agent to generate 1,000 variations, but keep a human in the mix to approve the core strategy and brand voice. ### 3. Establish clear guardrails Define your maximum budget limits, target conversion boundaries, and strict brand exclusion rules inside the platform before launching. These guardrails keep the autonomous system operating within safe parameters. ### 4. Audit down-funnel performance regularly Monitor the data downstream to ensure the conversions the AI is optimizing for are translating into real pipeline value and bottom-line revenue. ## Overcoming Data Privacy and Security Concerns Security is paramount when giving an AI the keys to your ad accounts. While granting access doesn’t mean your data is public, you still need to verify that your vendor is SOC 2 compliant, and has strict data retention policies to ensure your competitive data isn’t used to train models for other users. ## Key Takeaways The transition from button-pusher to system architect is the biggest shift in a media buyer’s career. By using AI agents, you eliminate the repetitive grind, stop wasting budget on human error, and finally have the time to focus on the high-level creative strategy that actually, and actively, gets attention. ## Frequently Asked Questions (FAQs) ### What is the difference between standard ad management software and AI advertising agents? Standard software is a dashboard for manual use, while AI agents are autonomous systems that perceive data and execute changes via APIs, without you needing to click anything. ### How do AI agents manage ad variations without losing brand consistency? You train them on your guidelines. They generate the variations, but you can set up HITL checkpoints to review the work before it goes live. ### Can AI agents manage ads across multiple networks at once? Yes, and pretty easily. They integrate with APIs for Google, Meta, and others to move budgets and ads across platforms from a single interface. ### Will AI agents replace human media buyers? No, and this is a common misconception. They replace the repetitive work that humans are currently doing. Media buyers shift their focus to strategy and audience psychology while the agent handles the manual labor. --- ### Campaign Reporting Best Practices for Performance Advertisers URL: https://www.taboola.com/marketing-hub/campaign-reporting-best-practices/ Last Modified: 2026-06-25 10:44:39 Most marketers have dashboards full of data, yet still struggle to answer the simple question of whether their campaign is working. Numbers alone don’t drive decisions and context is critical. Mastering campaign reporting best practices means transforming raw data into a consistent feedback loop that informs every move you make around your campaign. With platforms like Realize providing granular, real-time data, there’s no longer a reason to wait until a campaign ends to take action on what that data is telling you. ## Why Campaign Reporting Matters Before Your Campaign Even Starts Many people treat campaign reporting as a retroactive exercise, something you do to justify spend once the campaign has already ended. The most effective marketers, however, think of reporting as a proactive framework built into the campaign architecture from the start. Before any impressions are served, your reporting structure should already be defined by what metrics signal success, which audience segments should be compared, and how you’ll evaluate overall creative performance. This is where data storytelling comes in. Think of your report not as a spreadsheet, but as a narrative you’re writing in real time. Building your report framework during the planning phase and defining benchmarks at this point gives you the ability to pivot while the campaign is live, rather than scrambling to explain results once the budget has run out. ## 6 Campaign Reporting Best Practices to Maximize Performance ### 1. Isolate 1-2 Critical Metrics Based on Campaign Goals When every metric matters, pulling too many data points into your report can easily result in analysis paralysis, where insight becomes impossible because the real results are buried under noise. Before launch, decide which one or two metrics will be the primary indicators of campaign success and match them to your goals. For instance, viewable click-through rate (vCTR) for awareness campaigns, and cost per action (CPA) for revenue-focused campaigns. When reviewing your advertising metrics, ask yourself if you would know if your campaign is on track if that was the only number you had access to. Secondary metrics can still be monitored, but they should be informing your primary key performance indicator (KPI), not competing with it. ### 2. Leverage Real-Time Reports for Mid-Flight Action One of the most underused capabilities in modern advertising platforms is real-time campaign reports. In Realize campaign reporting, real-time data highlights underperforming publishers or placements long before a significant portion of your budget has been spent, opening up mid-flight campaign optimization opportunities that would otherwise go unnoticed. Alongside placement performance, monitor pacing health closely. Pacing alerts tell you whether your campaign is spending at the correct rate to fully utilize your budget within the flight window. Catching underpacing or overpacing early can be the difference between a successful campaign and one that falls short. ### 3. Understand and Align Your Conversion Attribution Models Attribution is often one of the most misunderstood elements of campaign analysis. Aligning your conversion attribution models before launch ensures your data reflects how customers actually behave. The key distinction between click-through vs view-through conversions is important to understand. Click-through conversions are recorded when a user clicks and converts within a set attribution window (usually 30 days), while view-through conversions credit a user who saw your ad without clicking and later converted directly on your site, often within 24 hours. Using both models together gives a more complete picture of your advertising ROI measurement, accounting for both direct response behavior and the influence of impression-based brand recall for a later conversion. ### 4. Track “Change History” to Repeat Success Optimization without clear documentation is guesswork. Change History tracking logs every adjustment made to a live campaign, including bid changes, budget reallocations, and site boosts, then correlates those actions to subsequent performance shifts. If you boosted a publisher placement on a Tuesday and your CPA dropped 18% by Thursday, that’s an important and replicable insight. This structured documentation shifts your campaign analytics dashboard from a snapshot tool into an institutional knowledge base, with every campaign building a playbook to make the next one more successful. ### 5. Customize Dashboards to Eliminate “Chart Clutter” A well-designed dashboard and good data storytelling are inseparable. The more columns and macros you add to a reporting view, the harder it becomes to identify what actually needs your attention. Use custom table views to drag-and-drop columns so only the most relevant dimensions and metrics are visible, whether that's for publisher-level analysis using the Site dimension, or device breakdowns using the Platform dimension. Build your views around your primary KPIs and the specific questions you’re trying to answer. The goal isn’t to show everything, but to surface the right data at the right time. ### 6. Establish a Consistent Cadence Before making optimization decisions, ensure your campaign has accumulated sufficient performance data and allowed the algorithm adequate time to learn. Campaigns that are adjusted too early—before enough conversions or meaningful traffic patterns have emerged—often suffer from premature optimization. Use your Budget Pacing Health Score and performance trend reports to confirm that spend and delivery have stabilized, indicating the campaign has moved beyond its initial learning phase and into a state where data-driven adjustments will be effective. Establish a regular review routine, checking real-time pacing and key performance indicators every few days to a week after launch, with deeper analysis reserved for weekly or post-campaign reviews. This keeps you informed, without pushing you into making constant updates. ## Common Campaign Reporting Pitfalls to Avoid Over-optimizing and small data samples are a common issue for marketers. Early data never represents the full campaign distribution. Pausing a creative or reallocating budget after just 24-48 hours of data can eliminate options that would have performed well with more runway. Ignoring pacing alerts is also something that can create problems. These alerts tell you whether your campaign is spending at the correct rate to fully utilize your budget within the flight window. A severely underpaced campaign won’t generate enough data to be meaningful, while an overpaced one will exhaust budget before reaching your most valuable audience window. ## Key Takeaways Effective campaign reporting best practices are not about gathering more data, they’re about gathering the right data, in the right format, at the right time. Start by defining your reporting framework and primary KPIs before launch, then use real-time campaign reports and pacing health to monitor and make informed adjustments during the campaign run time. Align on your conversion attribution models early so that your performance data reflects actual customer behavior across both click-throughs and view-throughs. Document every optimization in a Campaign History log so wins can be easily replicated and mistakes avoided. Keep your campaign analytics dashboard clean and KPI-focused, then allow for enough time for the algorithm to learn before making any significant changes. ## Frequently Asked Questions (FAQs) ### How often should I review my campaign reports to ensure they are on track? Best practice is to check real-time campaign reports within 48 hours to a week after launch, to monitor pacing health and confirm that key KPIs are on track. Deeper strategic review can happen weekly or post-campaign. ### What is the difference between click-through and view-through conversions? Click-through conversions occur when a user clicks an ad and converts within a set window, typically up to 30 days. View-through conversions are credited when a user sees a viewable impression without clicking, then converts on your site, usually within 24 hours. Tracking both gives a fuller picture of your advertising ROI measurement across the entire customer journey. ### Why is tracking “campaign history” important in reporting? Campaign history maps specific optimizations such as bid adjustments or site boosts, which can result in direct shifts up or down in campaign performance. Tracking these changes allows teams to pinpoint which actions drove results, so that they can be replicated or avoided in future campaigns. Over time, this helps individual campaign decisions to be documented as part of the bigger picture playbook that impacts all marketing campaigns across the team. --- ### Campaign Set-Up Best Practices for Advertisers on the Open Web URL: https://www.taboola.com/marketing-hub/campaign-set-up-best-practices/ Last Modified: 2026-06-30 08:47:18 For performance advertisers, a campaign’s success is largely determined before it ever goes live. Fractured ad sets, misaligned bid strategies, and gaps in tracking can drain budget and keep campaigns in the algorithmic learning phase indefinitely. This post covers five essential campaign setup best practices to ensure your campaigns in Realize are structurally built for maximum return on ad spend (ROAS), efficient scaling, and clean attribution as soon as your campaign is published. ## 5 Practices for Your Performance Campaign Set-Up ### 1. Establish Strict Naming Conventions and UTM Parameters Naming conventions may seem like a more administrative task, but they’re the foundation of every optimization decision you make later in your campaign. Consistent campaign naming conventions give you a reliable way to filter, compare, and report across campaigns without relying on memory or manual notes. A strong naming structure follows a logical hierarchy: Platform_Market_Product_Audience_Date. For example: Realize_US_HighHeels_Pros_Nov23. At a glance, anyone on your team can see exactly what this campaign is, who it targets, and when it launched. You also need to add UTM tracking parameters to every destination URL so that sessions map cleanly to your customer relationship management system (CRM) and analytics platform. In Realize, this is where Taboola Macros become essential. Dynamic parameters like {campaign_id} and {site} auto-populate with campaign and publisher data at the impression level, giving you one-to-one attribution back to your source. Without them, you’re making optimization decisions on incomplete data. ### 2. Consolidate Your Ad Sets to Prevent Audience Overlap A common misconception in performance advertising is that running more campaigns gives you more control. In practice, fragmentation is one of the fastest ways to limit your performance. Modern bidding algorithms, including Realize’s Maximize Conversions and Enhanced CPC models, require a sustained volume of conversion events to learn and optimize effectively. When you fracture your budget across a dozen micro-targeted campaigns with overlapping audiences, two things happen. First, each campaign receives too few conversion signals to exit the algorithmic learning phase. Second, your own campaigns begin competing against each other in the same auctions, artificially inflating your costs. Ad set consolidation solves both of these problems. It’s common practice among advertisers on Meta’s systems. On the open web, Realize uses the terms campaign consolidation or campaign grouping to describe this method. By combining related targeting segments into fewer, higher-budget campaigns, you concentrate conversion data where the algorithm can actually use it. Running new campaigns for a minimum of seven to 10 days to establish a reliable baseline is important for data gathering, but that baseline only happens if each campaign has enough daily budget and reach to generate signals. The result is campaigns that exit the learning phase sooner, bid more efficiently, and provide cleaner performance data for your reporting. ### 3. Isolate Funnel Stages Using Strategic Exclusions Running a prospecting campaign and a retargeting campaign simultaneously, without proper boundaries, is one of the most common and costly structural errors in performance advertising. Without funnel segmentation, your cold-traffic acquisition budget starts reaching users who already know your brand, skewing your cost per action (CPA) data and wasting spend that should be driving new customers. There’s an easy solution here. In the Audiences section of your Realize campaign, add exclusions before you launch. Specifically, exclude your “My Customers” audience and any “Past 30-Day Visitors” segments from prospecting campaigns. This creates a boundary between cold and warm traffic. Realize supports My Audiences built from Taboola Pixel data alongside Marketplace and Contextual audiences. Use these segments in retargeting campaigns and as exclusions in prospecting ones. The goal is a funnel where each campaign talks to the right user at the right moment, with no overlapping budget moving between them. This approach also produces more reliable CPA benchmarks. When your prospecting campaigns are reaching cold audiences, the performance data you collect accurately reflects acquisition costs, rather than mixing in warm-traffic conversions that inflate your apparent efficiency. ### 4. Align Daily Budgets with Target Bid Ratios Misaligned budgets are one of the more overlooked structural problems in campaign setup. An advertiser can have the right creative, the right audience, and the right bid strategy, and still see a campaign underperform because the budget doesn’t give the algorithm enough room to move. For target CPA optimization, your daily budget should be set to at least five times your target CPA, with ten times being the recommended standard. When using Maximize Conversions, a daily budget of ten times your CPA goal is recommended to complete the learning phase and reach stable performance. When using Enhanced CPC or Fixed Bid strategies, a five–time daily budget relative to your CPA goal is the minimum viable starting point. This is why the budget-to-bid ratio matters so much. Realize’s auction system runs continuously, evaluating available placements against active bids. If your bid is $2 but your daily budget is $5, the algorithm has almost no room to explore the auction possibilities. It will reach a daily cap before it can accumulate the conversion events needed to learn and further enhance your campaign. The campaign never gets traction and never exits the learning phase. You see poor performance and pause the campaign, assuming the targeting or creative is the problem, when the real issue was always the numbers. Setting your daily budget with enough flexibility for the algorithm to explore the auction isn’t optional. Campaigns that are underfunded relative to their bid or CPA target can’t generate the conversion data required to learn, and performance will stagnate before the campaign has had a real chance to run. ### 5. Pre-Load Proactive Waste Reduction Measures It’s worth taking steps to protect your budget before the first impression is served. Waiting until a campaign has been running for several weeks before applying exclusions means spending money on placements you may already know are unlikely to perform. Realize offers two key tools for this under Advanced Options. Block Sites lets you prevent your campaign from appearing on specific publisher domains, which is useful for applying exclusions carried over from previous campaigns or industry-standard block lists. Brand Safety Pre-Bid filters placements against article-level content categories, keeping your ads away from topics that don’t align with your brand or audience. Negative keyword lists and publisher exclusions work in a similar way. If you have historical data showing that certain content niches, app placements, or site categories consistently underperform, excluding them at setup means your initial budget goes immediately toward higher-quality inventory, rather than subsidizing the discovery of placements you’ve already disqualified. This is especially important for new campaigns. Leaving Brand Safety settings open on truly new accounts to gather baseline data is helpful for advertisers with no prior campaign history. But, for advertisers launching a new campaign with existing performance data, proactively applying known exclusions from day one is one of your best options. The combination of targeted performance advertising strategies and structured waste reduction is what separates campaigns that learn fast from campaigns that simply spend fast. ## Key Takeaways The difference between a campaign that plateaus and one that succeeds comes down to whether the structure is designed to help the algorithm, or only to get some ads live. Consolidation accelerates learning, isolation protects attribution, mathematical budget ratios create the flexibility the algorithm needs to do its job, naming conventions and tracking parameters ensure every decision you make is based on clean data, and proactive exclusions ensure that from the moment a campaign launches, spend is directed toward inventory that can convert. Together, these are the structural prerequisites for any campaign that you’re intending to scale. ## Frequently Asked Questions (FAQs) ### Why should I consolidate my ad sets during campaign setup? Splitting budgets across too many ad sets or campaigns creates audience overlap and self-competition in the auction, which drives up your costs and limits reach. More importantly, it limits each campaign from the conversion volume it needs to learn. Consolidating ad sets into fewer, better-funded campaigns accelerates data aggregation, helping algorithmic bidding models exit the learning phase and optimize delivery faster. ### What is the ideal budget-to-bid ratio when launching a new campaign? Your daily budget should be at least fives times your target CPA, with ten times being the recommended standard for campaigns using conversion-focused bidding. This gives Realize’s algorithm enough room to participate in auctions, gather conversion data, and move out of the learning phase. A budget that is too close to your bid or CPA target caps the campaign before it can build any momentum. ### How should I handle audience exclusions during setup? Exclusions are a key part of funnel structure. Before launching any prospecting campaign, add your warm audiences, including past website visitors, cart abandoners, and existing customers, as exclusions. This keeps your acquisition spend focused on new users, protects the accuracy of your CPA data, and prevents budget overlap between your prospecting and retargeting campaigns. --- ### Best Platforms for Display Ads URL: https://www.taboola.com/marketing-hub/display-ads-platforms/ Last Modified: 2026-06-25 09:42:20 Since the earliest days of the internet, display advertising has been a constant presence. The days of simply throwing a banner on a page and hoping for the best results are over, though. In a digital landscape cluttered with ad-tech taxes and transparency hurdles, performance advertisers need platforms that do more than just generate impressions — you need engines that drive high-intent discovery, with real outcomes you can track and measure. Whether you’re looking for massive reach or just more precision, choosing the right platform is the difference between a wasted budget and a scaling success story. ## Best Platforms for Display Ads Compared Platform Why It’s Essential Core Use Cases and Features Best For (Performance Advertisers) Pricing Model (Indicative) Realize Performance outcome‑focused display activation and optimization. Key performance indicator (KPI)‑tied display campaign setup, automated optimization, real‑time performance alignment. Performance‑driven advertisers seeking direct return on investment (ROI) measurement. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. Google Display Network (GDN) Largest global display inventory with robust targeting and automation. Responsive display ads, remarketing, audience segmentation, cross‑device reach. Advertisers seeking wide reach with Google’s optimization power. CPC/cost per mille (CPM)/CPA via Google Ads campaigns. Amazon Demand-Side Platform (DSP) Programmatic display with rich shopping data and cross‑channel reach. Display ads on Amazon properties and third‑party sites, behavior‑based targeting. E‑commerce and performance brands seeking high‑intent audiences. CPM/spend‑based via demand-side platform (DSP). Meta Ads (Display and Audience Network) Massive social‑driven display through Facebook/Instagram and Audience Network. Image/video display formats, detailed demographic/interest targeting. Social‑centric performance advertisers with rich creative assets. CPC/CPM/CPA via Meta platform. Microsoft Advertising (Display) Display placements across Microsoft network (MSN, Outlook, Edge). Contextual and audience targeting, budget importing from Google Ads. Advertisers expanding beyond Google with lower CPMs. CPC/CPM spend‑based. The Trade Desk (DSP) Independent programmatic DSP with advanced targeting. Programmatic buying of display, video, and connected TV (CTV) with detailed audience segments. Agencies and large advertisers needing granular control. Custom enterprise eligibility. Adobe Advertising Cloud Full‑stack advertising platform including display and programmatic. AI‑driven audience segmentation, cross‑channel optimization. Enterprise advertisers. Custom enterprise pricing. AdRoll Cross‑channel display and retargeting focused on performance. Dynamic retargeting, multi‑touch attribution, cross‑network display. Brands combining display with retargeting and cross‑channel campaigns. Spend‑based/subscription. Adsterra Independent display ad network with versatile formats. Pop‑unders, banners, native formats, global placements. Advertisers, especially budget-conscious ones. CPM, CPC, and CPA models. Simpli.fi Unmatched local and localized audience precision. Top-tier geofencing, household-level addressable targeting, and foot-traffic attribution. Direct-to-consumer (D2C) brands with physical footprints or highly localized service areas. Custom quote based on campaign needs. ### Realize Why it’s essential: Realize is an AI-powered performance platform that transforms traditional display advertising into a high-intent discovery engine across the open web. It allows advertisers to scale beyond standard banner ads by utilizing a direct-to-publisher network of over 11,000 premium sites, effectively bypassing the ad-tech taxes and transparency issues often associated with legacy programmatic exchanges. In the context of display ads, you would use Realize to bridge the gap between social media-style engagement and large-scale web reach. The platform is used to dynamically place ads in front of predictive audiences who are most likely to convert, turning passive display impressions into measurable business outcomes like leads and sales. Showcased features: - Social Importer: Effortlessly repurposes your existing top-performing Facebook and Instagram posts into optimized display formats for the open web. - Motion Ads Studio: Enhances static display images with subtle, looping animations that drive significantly higher engagement and click-through rates on mobile and desktop. - Maximize Conversions: Uses deep learning to analyze real-time signals and automatically adjust bids for every display impression, to hit your specific CPA targets. - Select: Provides a curated, MFA-free (made for advertising) ecosystem of premium display inventory to ensure your brand appears only in high-quality editorial environments. - SpendGuard: An automated algorithm that continuously monitors display performance and blocks underperforming sites or creatives in real-time to prevent wasted spend. - Auto Resizer: Detects ad dimensions and matches them to the closest IAB standard aspect ratio, meaning no manual selection is required for images, videos, and third party tags. Best for: Realize is best for performance-driven brands in sectors like D2C, financial services, health, and travel, that need to scale their display efforts without a large internal design or data science team. It’s particularly helpful for advertisers who have seen diminishing returns on social platforms and want an automated way to launch high-quality, brand-safe display campaigns on premium publisher sites. Pricing model: Performance-based model, campaigns billed on CPC basis, or CPM for programmatic. Pros: - By placing display ads within premium editorial environments rather than generic exchanges, the platform ensures your brand is associated with authoritative content, driving higher trust and engagement. - Direct integrations with premium publishers eliminate middle-man fees and provide 100% transparency into where your display ads appear. - The predictive targeting engine ensures display ads are shown to users with a high probability of conversion, not just those likely to click. Cons: - The platform’s most advanced AI optimization and simulation features require a baseline of conversion data to function at peak efficiency. - Display assets imported directly from social media are not editable within the dashboard, which may limit minor design tweaks. - Achieving the most granular display attribution for offline or CRM-based conversions requires a more complex server-to-server setup. ### Google Display Network (GDN) Why it’s essential: The Google Display Network is the world’s largest display ecosystem, reaching over 90% of global internet users across more than 3 million websites and apps. It’s a foundational tool for performance marketers who need to combine massive scale with easy-to-use automation, allowing brands to expand their top-of-funnel reach directly from their existing Google Ads dashboard. It’s popular with performance marketers thanks to its seamless integration with Google’s Demand Gen and Search signals, which allow brands to trigger display ads based on what users are actively searching for elsewhere, capturing consumers when buy intent is high. Showcased features: - Optimized targeting: Uses Google AI to find high-value audiences beyond your manual segments, by analyzing landing page conversion patterns. - Demand-gen integration: Combines the visual reach of display with high-intent audience feeds, like YouTube Shorts and Gmail. - Custom intent segments: Allows you to target users who recently searched for your competitors’ keywords or specific product terms on Google. Best for: Advertisers seeking massive scale, rapid A/B testing, and those already heavily invested in the Google Ads ecosystem for search and video. Pricing model: Flexible models including CPC, CPM, and tCPA (target cost per acquisition). Pros:  - Unrivaled reach across almost every niche and geography. - Powerful lookalike audience generation using encrypted first-party data through the Customer Match feature. - Deep integration with Google Analytics 4 (GA4) for closed-loop attribution. Cons: - High risk of junk traffic on mobile games/apps if placement exclusions are not strictly managed. - Limited transparency into exact middleman fees compared to independent DSPs. ### Amazon DSP Why it’s essential:  Amazon DSP is the gold standard for e-commerce performance, since it uses actual purchase history, not just browsing intent, to target users. Instead of optimizing for superficial clicks, it leverages verified purchase and cart-addition history, allowing brands to build precise lower-funnel audiences across the web. The platform lets brands activate this first-party shopper data across owned properties like IMDb, Twitch, and Fire TV, alongside premium third-party sites, creating an efficient acquisition pipeline that dynamically re-engages past shoppers, cross-sells products, and ties ad spend directly to final checkout revenue. Showcased features: - Lifestyle and in-market sequencing: Allows marketers to target users based on life events (e.g., “wedding”) or specific browsing habits within the Amazon store. - Amazon Marketing Cloud (AMC): An advanced clean-room environment to analyze cross-channel journeys and custom attribution. - Shoppable creative templates: Ad units that pull real-time pricing, star ratings, and “Prime” badges directly from product detail pages. Best for: D2C brands, consumer packaged goods (CPG) companies, and even non-endemic advertisers, like insurance or auto, who want to leverage high-intent shopper signals. Pricing model: Primarily CPM-based. Self-service has no strict minimum, but managed-service typically requires a $50,000 monthly commitment. Pros: - Unmatched accuracy in targeting users with a proven ready-to-buy mindset. - Access to exclusive, high-impact placements like the Amazon Homepage and Fire TV. Cons: - The interface is notoriously complex and has a steep learning curve for beginners. - Higher effective costs per mille (eCPMs) compared to general networks due to the premium nature of the data. ### Meta Ads (Display and Audience Network) #### Why it’s essential: Meta Ads remains a cornerstone of performance marketing thanks to its sophisticated predictive machine learning algorithms. Even as privacy regulations shift, Meta’s underlying system processes trillions of behavioral signals across Facebook, Instagram, Messenger, and its sprawling Audience Network daily. This allows the platform to move beyond basic demographic matching and instead capture users based on micro-actions and deep behavioral patterns. Meta’s Audience Network extends beyond its native social feeds, too, allowing you to place high-impact native, banner, and interstitial ads into thousands of premium mobile apps and publisher sites. It’s an essential channel for any brand that needs to rapidly scale conversion volume, while maintaining strict control over efficiency. #### Showcased features: - Advantage+ Shopping Campaigns (ASC): A fully automated campaign type that uses machine learning to streamline your targeting, creative asset variations, and budget allocation all at once. - Dynamic Product Ads (DPA): Automatically showcases products from your catalog to users who have previously expressed interest, or viewed those items on your website or app. - Audience Network Rewarded Video: High-engagement video ad placements inside mobile games, where users willingly watch an ad in exchange for in-app items, resulting in near-perfect completion rates. Best for: Direct-to-consumer (D2C) brands, e-commerce stores, mobile app developers, and business-to-consumer (B2C) services looking to rapidly scale their visual storytelling and acquisition efforts. Pricing model: Primarily auction-based CPM or CPC. There are no strict minimum spend requirements for self-service accounts, making it accessible for budgets of any size. Pros: - Unmatched algorithmic optimization that excels at finding buyers out of massive audience pools. - Exceptionally high engagement rates on visual, video-heavy ad formats like Reels and Stories. Cons: - High volatility in ad costs (CPMs) during peak holiday seasons and competitive quarters. - Audience Network traffic can occasionally skew toward accidental clicks in mobile games if placements aren’t rigorously filtered. Microsoft Advertising (Display) #### Why it’s essential: Microsoft Advertising’s Display Network integrates directly with the Windows operating system, Microsoft Edge, MSN, and Outlook, reaching users while they’re in a focused, high-intent mindset. It’s an older audience that often has more disposable income, and is heavily concentrated in professional office environments where Microsoft services are the default daily standard. What really sets Microsoft’s display ecosystem apart is its exclusive access to LinkedIn professional data. Microsoft owns LinkedIn, so you can overlay B2B targeting parameters (like specific job titles, company sizes, and industries) directly onto native display placements across properties like MSN and the Edge browser. This bypasses the typical black-box display problem by allowing you to serve a standard visual banner exclusively to C-suite executives or specific IT decision-makers while they check their daily news. #### Showcased features: - LinkedIn profile targeting: The exclusive ability to target display ads based on a user’s LinkedIn company, job function, and industry across non-LinkedIn web properties. - Predictive targeting: An AI-driven feature that analyzes your existing conversion data to find new, unexpected high-converting audience pockets across the Microsoft network. - Microsoft Audience Ads: Premium native placements that blend seamlessly into personalized content feeds on MSN, Outlook, and Microsoft Edge tab pages. Best for: B2B software companies, financial services, enterprise solutions, and high-ticket consumer brands looking to reach affluent, desktop-heavy users. Pricing model: CPC and CPM models available via real-time bidding. No platform minimums for self-service setups, though competitive enterprise targeting requires a healthy daily budget to clear bidding auctions. #### Pros: - Access to a highly professional corporate audience with strong purchasing power that’s hard to find on social media. - Direct integration of LinkedIn data onto traditional display inventory provides unparalleled B2B accuracy. #### Cons: - Total search and display volume is lower when compared to Google’s massive global footprint. - Traffic skews heavily toward desktop users, which may not align with mobile-first campaign strategies. ### The Trade Desk (TTD) Why it’s essential: As the leading independent DSP, The Trade Desk provides a walled-garden alternative with total transparency. It’s essential for sophisticated performance teams who want to buy on the open web with granular control over every bid factor and data source. The platform’s true power lies in its cookieless identity infrastructure. By pioneering Unified ID 2.0 (UID2), it enables marketers to securely deploy first-party data across premium connected TV (CTV), digital audio, and retail media networks, aligning ad delivery with real-world consumer behavior safely and precisely. Showcased features: - Koa AI: An engine that evaluates more than 13 million impressions per second to automatically reallocate budget to the highest-performing channels in real time. - UID 2.0: A leading identity solution for the cookieless era that allows for precise retargeting without relying on third-party cookies. - Planner tool: Provides data-driven forecasts on reach and cost before a single dollar is spent. Best for: Agencies and enterprise-level performance brands that require deep transparency, omnichannel reach (CTV, audio, display), and custom data integrations. Pricing model: CPM-based bidding with platform fees typically calculated as a percentage of total media spend. Pros: - Complete transparency into the supply path and bidding auctions. - Best-in-class cross-device attribution and frequency capping to prevent ad fatigue. Cons: - Significant minimum spend requirements usually make it inaccessible for small businesses. - Requires a dedicated trader or highly trained staff to manage the platform’s complexities. ### Adobe Advertising Cloud #### Why it’s essential: Adobe Advertising Cloud is an independent, enterprise-grade DSP built specifically for large brands that require absolute transparency, cross-screen orchestration, and ironclad brand safety. Unlike platforms tied to a specific publisher network (like Meta or Amazon), Adobe doesn’t own any media inventory, and this independence means its optimization algorithms have no bias. The primary reason global enterprises rely on Adobe, though, is its native integration with the broader Adobe Experience Cloud ecosystem. If your company already uses Adobe Analytics, Adobe Audience Manager, or Adobe Real-Time CDP, Advertising Cloud bridges the gap between your data and your media buys. You can take highly complex, multi-layered audience segments built from your first-party website data and activate them across connected TV (CTV), digital audio, video, and programmatic display without risking data leakage or sync errors. #### Showcased features: - Unified cross-screen orchestration: Plan, buy, and measure display, video, CTV, audio, and native campaigns simultaneously from a single user interface. - Adobe Analytics integration: Deep, native data connectivity that allows the DSP to optimize media bids based on actual on-site user behavior data, rather than basic pixel clicks. - Automated budget pacing and optimization: Advanced AI that monitors performance across multiple inventory providers and automatically shifts capital to the most efficient channels in real-time. Best for: Enterprise-level brands, large advertising agencies, and companies with complex first-party data structures that require cross-channel campaign management and deep analytics. Pricing model: Typically operates on a technology fee percentage of total ad spend or via a fixed SaaS subscription. Because it’s a premium enterprise tool, it generally requires a substantial minimum annual spend commitment. #### Pros: - Complete programmatic media independence with zero inventory bias or hidden ad-tech taxes. - World-class integration with first-party enterprise data management systems and analytics. #### Cons: - Prohibitively expensive for small-to-medium businesses or brands with modest ad budgets. - Requires a highly experienced, dedicated programmatic media buyer to properly manage the advanced platform layout. ### AdRoll #### Why it’s essential: AdRoll is a performance marketing platform engineered to democratize high-level retargeting and display prospecting for growing e-commerce brands. While massive enterprise DSPs require immense budgets and specialized data engineers, AdRoll simplifies the programmatic ecosystem into a user-friendly hub. It acts as an equalizer, giving smaller D2C businesses the power to launch complex cross-channel campaigns that look and feel like they were built by a larger agency. The engine under AdRoll’s hood connects directly to over 500 ad exchanges, giving users access to roughly 98% of the secure internet. Its primary strength, though, lies in behavioral retargeting, identifying the users who abandoned a shopping cart or viewed a specific product page on your store, then dynamically serving them tailored product variations as they browse the web, check their emails, or scroll through social media. #### Showcased features: - Dynamic Retargeting banners: Ad layouts that pull products directly from your e-commerce store catalog to display the exact items a user left behind in their cart. - Cross-channel integration: The ability to manage web retargeting, social media placements, and automated email trigger sequences, all within a single dashboard. - Consent management integration: Built-in cookie consent tools that ensure your tracking and retargeting efforts automatically comply with global privacy standards like General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA). Best for: Small-to-medium e-commerce businesses, growth-stage D2C brands, and boutique agencies looking for a streamlined, high-ROI retargeting setup without massive minimums. Pricing model: Flexible hybrid model consisting of a monthly SaaS subscription tier paired with standard media CPM/CPC billing. There are no strict minimum spend requirements to launch a campaign. #### Pros: - Fast, easy setup process that integrates natively with platforms like Shopify, WooCommerce, and Magento. - Automated retargeting algorithms that are highly effective at recovering abandoned carts. #### Cons: - Lacks the hyper-granular control over specific programmatic inventory sources found in enterprise DSPs. - Reporting features can lean toward a first-touch/last-touch bias if not manually configured. ### Adsterra Why it’s essential: Adsterra is a high-performance network that bridges the gap between traditional display and affiliate-style efficiency. It’s built specifically for growth marketers in high-action verticals (utilities, VPNs, e-commerce, gaming) where success depends entirely on down-funnel installations and immediate user sign-ups. Adsterra features high-impact ad formats alongside a CPA-based optimization layer for display traffic, eliminating conversion waste by only charging for verified results. Backed by strict anti-fraud tracking, it allows smaller teams to scale aggressive acquisition campaigns globally. Showcased features: - CPA Goal algorithm: An automated optimization tool that unlinks underperforming placements in real time to keep your campaign within a target acquisition cost. - Social Bar: A high-engagement display format that mimics social media notifications, often yielding higher CTR than standard banners. - SmartCPM: An automated bidding feature utilizing second-price auction logic, ensuring you pay only the minimum required to beat the next highest bidder, rather than your maximum cap. Best for: Performance-first advertisers and affiliate marketers who need high volume, global reach (including Tier-3 GEOs), and automated budget protection. Pricing model: Offers CPM, CPC, and CPA models with a low $100 minimum deposit. Pros: - Includes built-in anti-fraud systems to filter out bot traffic. - Fast account approval and 24/7 personal manager support. Cons: - Inventory is generally more mid-tail than the premium editorial sites found on Realize or The Trade Desk. - High-impact formats like pop-unders require careful creative planning to avoid being overly intrusive. ### Simpli.fi #### Why it’s essential: Simpli.fi is a programmatic advertising giant built specifically around the power of unstructured data and hyper-local geographical targeting. While most display networks force you to buy pre-packaged audience categories (like “Auto Enthusiasts”), Simpli.fi lets you bid on individual data points like specific search terms, physical locations, and exact timestamps. The defining characteristic of Simpli.fi is its geo-fencing technology. The platform can map out precise, custom-drawn polygonal boundaries around real-world locations (like a competitor’s storefront, a convention center, or a specific neighborhood) and track mobile devices that enter that zone. Once a device is flagged, the platform can serve highly relevant display ads to that user for days afterward, making it a powerful tool for tying digital advertising spend to physical foot traffic. #### Showcased features: - Custom polygon geo-fencing: Trace exact spatial boundaries around physical addresses using GPS coordinates, to target ads to real-world visitors with pinpoint accuracy. - Geo-conversion lift metrics: Advanced foot traffic attribution that tracks exactly how many people saw your display ad and subsequently walked into your physical business location. - Keyword match display retargeting: Bids on display impressions based on the exact search queries users typed into search bars across the open web, combining search intent with display scale. Best for: Multi-location franchises, localized service providers (like auto dealers or medical centers), regional brands, and event marketers who rely on driving physical foot traffic. Pricing model: Operating primarily on a programmatic CPM structure. It’s highly accessible for local campaigns, though managed-service setups for franchise scaling usually feature specific monthly spending tiers. #### Pros: - The absolute best-in-class geo-fencing and localized boundary-targeting capabilities in the digital landscape. - Unstructured data usage gives you complete control over targeting variables without relying on generic pre-baked audience bundles. #### Cons: - The granular nature of the targeting requires constant optimization to prevent small campaigns from under-pacing. - B2B intent tracking is less robust compared to platforms with native professional network integrations. ## More About Display Ad Platforms ### How to Choose a Display Ad Platform Choosing a display platform is about more than just checking for the lowest CPM. For D2C brands, the priority is transparency and the ability to track a user from that first discovery click all the way to a final checkout. You should evaluate whether a platform offers direct access to publishers to avoid hidden fees, and whether its AI can actually predict conversion intent, rather than just hunting for accidental clicks on a flashlight app. ### Examples of Different Display Ad Formats Modern display goes far beyond the static 300x250 rectangle. High-performance formats now include motion ads that use subtle animation to catch the eye, and responsive display ads that automatically adjust their size and format to fit the available space on a publisher’s site. Native display formats are also essential for performance brands, as they blend into the editorial content of premium websites, making the ad feel like a natural part of the user’s reading journey. ### Self-serve vs. Managed Service Display Advertising Self-serve platforms give your internal team full control over every bid and creative tweak, which is ideal if you have the bandwidth to manage daily optimizations. However, managed services or highly automated platforms handle the heavy lifting of bidding and creative generation through AI. This allows smaller teams to achieve enterprise-level scale and efficiency without needing to hire a dedicated army of data scientists. ## Key Takeaways These platforms primarily focus on performance rather than just raw impression volume. The right platform for your brand depends on the results you’re looking to achieve, but in all cases, you should be looking for platforms that offer transparency, easy optimization, and access to relevant inventory. ## Frequently Asked Questions (FAQs) ### How should advertisers measure performance on display campaigns? Measuring success generally starts with identifying your primary KPI, whether that’s return on ad spend (ROAS), cost per acquisition (CPA), or lead volume. While traditional metrics like click-through rate (CTR) give you a sense of engagement, performance campaigns on the open web require a deeper look at post-click behavior and conversion probability. Along with that, advanced platforms now use predictive modeling to show your ads to users who are mathematically more likely to convert, meaning you should judge performance based on actual business outcomes rather than top-of-funnel traffic. ### Are display ads still effective for performance campaigns? Absolutely, provided you move away from passive, low-quality inventory and focus on high-intent environments. On the open web, display ads act as a powerful discovery engine that reaches users while they’re actively consuming information, often leading to higher quality conversions than distracted users found on social feeds. Effective performance display ads now rely on dynamic creative optimization and AI-driven bidding to ensure your message is relevant to the user’s current context. ### What’s the difference between a display ad network and a programmatic DSP? A traditional display ad network typically acts as a broker between a group of publishers and advertisers, offering ease of use but sometimes lacking deep technical control. A programmatic demand side platform allows for more complex, automated bidding across a vast array of global exchanges. High-performance platforms offer the massive scale and automation of programmatic bidding, while providing the direct-to-publisher transparency and ad-tech tax avoidance usually only found in direct integrations. --- ### Interest-Based Targeting: How To Drive Engagement on the Open Web URL: https://www.taboola.com/marketing-hub/interest-based-targeting/ Last Modified: 2026-06-24 12:24:40 The era of one-size-fits-all advertising is over, and consumers are the ones who ended it. Today’s audiences expect ads to reflect their interests, habits, and intent, especially in environments where focused attention is limited. Interest-based targeting addresses that challenge by helping you reach people based on what they actively engage with online. Rather than relying on basic demographic assumptions, this approach uses behavioral and content signals to determine relevance. When used correctly, interest-based targeting leads to higher engagement, more efficient spend, and stronger long-term connections between you and your audiences. ## What Is Interest-Based Targeting? Definition and Core Concept Interest-based targeting (IBT) is an advertising approach that delivers content, offers, or messages to users based on their demonstrated interests. That data comes from what people actually do, not what they say they like. Customer interest signals can include: - Browsing behavior. - Content engagement. - App usage. - Search activity. Rather than relying on fixed attributes like age, gender, or location, IBT focuses on long-term patterns. A user who repeatedly engages with fitness content, for example, may be classified into interest categories related to wellness, nutrition, or athletic gear, regardless of demographics. At its core, IBT is about relevance. It enables advertisers to reach people when their mindset aligns with the message, increasing the likelihood of engagement without requiring personal details. ## Why Interest-Based Targeting Matters: Key Benefits for Engagement and ROI People engage with ads that feel like a natural extension of what they’re already interested in. Interest-based targeting makes that possible, improving engagement in a few key ways. ### Better Relevance and Personalization Relevance improves dramatically when advertising reflects both what users consume and what they consistently engage with over time. A user reading about home renovation projects will likely be more receptive to an ad for power tools or flooring materials than to unrelated promotions. Interest-based targeting helps place ads in these moments of intent. Because this personalization is built on aggregated behavior rather than individual profiles, it supports engagement without crossing privacy boundaries or relying on sensitive data. ### Higher Conversion Rates and More Efficient Spending When ads are served to users who are inclined toward that category or topic, conversion paths shorten. Users are less likely to ignore or dismiss messaging, and you benefit from reduced wasted impressions. Interest-based targeting also supports more efficient media spend. It focuses your budgets on users with high-intent probability rather than broad audiences with weak relevance signals. ### Opportunity for Retargeting and Long-Term Engagement Retargeting works best when it reflects genuine interest. IBT strengthens retargeting by grounding follow-up messaging in real engagement signals rather than generic exposure. As a result, you can support longer customer journeys with fewer wasted impressions and more consistent relevance. ### Enhanced Brand Affinity Relevant targeting does more than drive clicks, it shapes perception. When users consistently encounter content that aligns with their interests, they’re more likely to view your brand as helpful, credible, and aligned with their needs. Over time, this relevance builds familiarity and trust, making future engagement more likely even outside of paid campaigns. ## Interest-Based Targeting vs. Other Targeting Methods Interest-based targeting shares traits with other approaches, but it differs in how audiences are defined and how relevance is determined. - Contextual targeting matches ads to the topic of a page or piece of content, rather than to the user. It delivers strong in-the-moment relevance, but does not capture interest patterns that develop over time. - Behavioral targeting focuses on specific user actions such as clicks, site visits, or purchases. It responds to individual events, while interest-based targeting groups behavior over time to reflect broader patterns of interest. - Demographic targeting relies on static attributes like age, gender, or location. Although useful in some cases, it often depends on assumptions that don’t reflect changing user intent. In practice, interest-based targeting performs best when used alongside contextual and behavioral inputs, creating a more complete and flexible understanding of user intent. ## How Interest-Based Targeting Drives Engagement: The Mechanics Behind the Strategy The effectiveness of interest-based targeting comes from how its components work together to align messaging, timing, and audience relevance. ### Audience Segmentation and Profiling Interest-based strategies start with segmentation. Platforms analyze engagement data and content interactions to group users into interest clusters. These clusters evolve as behaviors change, ensuring that targeting remains current rather than static. Profiling at this level minimizes individual identification. Instead, it focuses on probability modeling, enabling scalable reach without sacrificing relevance. ### Tailored Ad Messaging and Creative Alignment Once segments are defined, your platform of choice then matches your creative assets to the mindset of each audience group. Messaging, visuals, and offers are aligned with what users are already exploring, increasing resonance. In addition to improving engagement, this matching process also reduces creative fatigue, since users are less likely to perceive your ads as unrelated distractions. ### Retargeting and Sequential Engagement No matter how engaging your messaging is, very few users will convert at first glance. Interest-based targeting makes it possible to recognize early interest and continue the conversation with follow-up messaging. That messaging can be timed to match where each user is in the decision-making process. By sequencing ads based on past interactions, brands stay relevant for longer consideration cycles, instead of relying on isolated impressions. ### Efficiency for Advertisers Broad targeting can be inefficient. IBT helps you reduce those inefficiencies by concentrating delivery on interest-aligned users. Campaigns benefit from improved learning signals, helping optimization engines funnel users toward high-performing segments. This improved efficiency is especially useful when you need your targeting to remain accurate as your campaigns scale. ## Challenges, Limitations, and Risks of Interest-Based Targeting Interest-based targeting brings plenty of benefits, but it also introduces some issues for you to navigate. By understanding these challenges, you can set realistic expectations and build more resilient campaigns. ### Over-segmentation and limited scale When interest segments are defined too narrowly, reach can shrink quickly. This can lead to unstable performance, limited deliverability, and slower optimization, due to insufficient volume. ### Shifting or outdated interest signals User interests aren’t static. They can change based on seasonality, life events, or broader trends, making it essential to regularly refresh segments. ### Interest doesn’t always mean intent Showing interest in a topic doesn’t automatically signal a readiness to take action. Regular optimization can help you ensure that your campaigns remain aligned with how audiences actually respond. ### Creative fatigue within narrow interest groups Highly targeted segments may see the same message repeatedly. Without varying creative, you could find engagement declining even with the most accurate targeting. ### Privacy and compliance constraints Platforms have to balance personalization with user consent, data protection standards, and always-evolving regulations. These requirements may limit available interest data, affecting how your platform can execute targeting. ### Signal overlap with other targeting methods Interest-based, behavioral, and contextual strategies often use similar signals. Unless you adjust for it, you may find you’re duplicating your reach or getting confusing performance metrics. These challenges don’t diminish the value of interest-based targeting. Instead, they show the importance of good segmentation, regular refinement, and strong creative strategy to ensure sustained performance and responsible use. ## When and How to Use Interest-Based Targeting: Use Cases and Strategy Fit Interest-based targeting is particularly effective for mid- to upper-funnel campaigns where relevance and engagement matter more than immediate conversion. Common use cases include: - Content promotion. - Product discovery. - App installs. - Brand storytelling. - Re-engagement efforts. Strategically, interest-based targeting works best when paired with clear messaging goals and flexible creative assets that can adapt to different interest profiles. ## Implementation Steps for Interest-Based Targeting Executing an interest-based strategy requires thoughtful setup and ongoing oversight. ### Audience Research Start by identifying which interests naturally align with your product or service. Look beyond surface-level assumptions and analyze engagement data, content performance, and customer interactions to understand what users actively explore and respond to. This research step helps you target based on actual behavior, rather than inferred preferences. ### Segment Definition Once interests are identified, translate them into segments that balance relevance with reach. Segments should be specific enough to reflect meaningful interest patterns, but broad enough to support delivery, learning, and optimization. Defining segments with this balance in mind reduces performance volatility while allowing platforms to optimize efficiently. ### Campaign Setup and Matching Campaign structure should reinforce the logic behind your interest segments. Align each campaign with the most relevant audience group and make sure all creative assets match the mindset, intent, or stage of engagement associated with that interest. Clear alignment between targeting and messaging improves engagement quality and makes performance results easier to interpret. ### Monitoring and Optimization Interest-based targeting works best when it’s flexible. Monitor performance regularly to identify shifts in engagement, efficiency, and audience response. As interests evolve and campaign goals change, adjust segments and creative to maintain relevance and support sustained performance. ## How to Use Interest-Based Targeting with Realize Interest-based targeting only works if you can act on those signals at scale. Realize performance advertising platform, lets you reach audiences by interest across a network of premium publisher sites — and it gives you more than one way to do it. Depending on whether you want to target people by their long-term interests, the content they're consuming right now, or their high-intent signals, you can choose the approach that fits your campaign goal, or combine several. ### Reach Audiences with Taboola First-Party Interest Segments Taboola First-Party (1P) Audiences are interest and intent segments built with Taboola's own machine learning models, drawing on readership signals from more than 9,000 publisher sites (including Yahoo) and transactional data from Connexity, Taboola's retail and e-commerce network. You get more than 500 ready-made segments across more than 200 categories, spanning verticals like automotive, banking and finance, beauty and fashion, consumer packaged goods (CPG), health and wellness, home and garden, media and entertainment, sports and fitness, technology and electronics, and travel and outdoors. Plus, you’ll have access to demographics such as age, gender, language, education, and career. You'll find these segments listed as Taboola 1P Audiences in the Marketplace Audiences section of campaign setup. Through Purchase Intent targeting, Realize provides high-intent targeting bundles like Search Keyword and Mail Domain targeting. For best results, build separate campaigns for each audience profile with creative tailored to that segment. If you narrow your reach by overlaying segments with and targeting, keep it to five segments or fewer — stacking more than that tends to choke campaign scale. ### Match Ads to Content with Topics and Contextual Targeting If you'd rather reach people based on what they're reading in the moment than on their historical profile, Realize offers content-based targeting that doesn't rely on user cookies. Topics Targeting lets you target granular topics closely aligned to your products or services, while Contextual Targeting places your ads in environments that are highly relevant to your vertical. Both are privacy-conscious by design and pair naturally with the user-based segments above for fuller coverage of intent. ### Capture High Intent with Search Keyword and Mail Domain Bundles For audiences closer to the point of action, Realize provides pre-built Search Keyword Targeting Bundles grouped by verticals like automotive, finance, and education, reaching users based on the specific search terms and attributes they engage with across our network. The Mail Domain Targeting Bundles let you target people based on the domains they interact with (such as users receiving specific brand or category newsletters) — offering pre-built vertical bundles like automotive or finance directly in the platform. These signals get you in front of users who are already showing purchase-oriented behavior, not just topical curiosity. ### Combine Your Own Data with Pixel, CRM, and Marketplace Audiences Realize also lets you bring your first-party data into the mix. Using the Taboola Pixel, you can retarget website visitors and build lookalike audiences from people who already engaged with you. You can upload CRM customer files to target known audiences or suppress existing customers, and through Marketplace Audiences you can layer in third-party DMP (data management platform) and CDP (customer data platform) segments — mixing and matching Taboola 1P data with external data to refine who you reach. ## When Interest-Based Targeting Might Not Be the Best Choice As valuable as interest-based targeting can be, it isn’t ideal in every scenario. Highly time-sensitive campaigns or compliance-restricted industries may be better off with contextual or keyword-based approaches. Similarly, products with extremely narrow audiences may benefit more from direct retargeting or first-party data strategies. Understanding your campaign goals and constraints can help you determine whether interest-based targeting is the right approach. In some instances, you may even decide to use it as a secondary tactic, pairing it with another type of targeting. ## Key Takeaways Interest-based targeting connects advertisers with users based on what they care about, not who they are assumed to be. By focusing on relevance, IBT drives stronger engagement, improves efficiency, and supports long-term brand relationships. When handled correctly, it becomes a flexible and privacy-conscious foundation for modern digital advertising. ## Frequently Asked Questions (FAQs) ### How specific should interest segments be when building an IBT strategy? Interest-based segments should strike a balance between clarity and reach. Segments that are too broad may dilute relevance, while overly narrow segments can limit delivery and learning. The goal is to capture actionable patterns without compromising delivery. ### Do I need a lot of first-party data to make interest-based targeting effective? First-party data improves accuracy, but it isn’t mandatory for effective IBT. Platforms can infer interests using aggregated behavioral and contextual signals, enabling advertisers with limited datasets to still perform well. ### How often should I refresh or refine my interest segments? Interest segments should be reviewed regularly, especially as user behavior and market trends evolve. Refreshing segments helps maintain relevance and prevents performance drift. --- ### Campaign Troubleshooting: A 10-Step Framework for Open Web Performance Campaigns URL: https://www.taboola.com/marketing-hub/campaign-troubleshooting/ Last Modified: 2026-06-30 07:56:08 When an open web campaign stalls or underdelivers, determining the root cause can be the biggest challenge. For performance advertisers moving beyond the walled gardens of search and social, the problem is no longer simply resolving errors, it’s also in engineering the right balance between human strategy and machine intelligence. This campaign troubleshooting guide explores the modern diagnostic landscape and leading industry methodologies with a 10-step framework for leveraging AI-driven insights. ## What Is Campaign Troubleshooting? Defining the Diagnostic Process Campaign troubleshooting is the systematic process of identifying, analyzing, and resolving issues that prevent a digital campaign from hitting its KPIs. For open web advertisers specifically, this spans a far wider area than on closed platforms — campaign troubleshooting here touches all aspects of publisher diversity, algorithmic behavior, tracking infrastructure, and creative relevance all at once. A critical distinction separates broken campaigns from underperforming ones. Broken campaigns suffer from technical failures like misfiring pixels, inactive ads, or rejected creatives that result in zero delivery. Underperforming campaigns are running, but failing to optimize. They fall in the gap between potential and reality that often comes from budget constraints, audience misalignment, poor creative, or misconfigured bidding strategies. Both of these categories require a different diagnostic lens, and viewing them as the same is one of the biggest errors that performance teams can make. Effective troubleshooting on the open web also requires an understanding of the open web optimization environment itself. That involves millions of publisher pages, a wide range of audiences, and real-time bidding ecosystems where dozens of variables interact simultaneously. This is why AI has become indispensable within the performance marketing space. ## Troubleshooting Methodologies: The Algorithmic Approach vs. The Auditor There are three dominant performance advertising methods for campaign diagnosis: - AI-first (The Algorithmic Approach): This is the most modern methodology, where machine learning signals can flag anomalies in campaigns. Unusual dropoffs in delivery, conversion rate spikes, or pacing irregularities can all be identified before they become recurring issues. AI-driven troubleshooting enables proactive intervention rather than reactive adjustments. - Top down: Begin with high-level funnel metrics like impressions, CTR, and CVR, and work downward to identify where the dropoff occurs. This method quickly surfaces the stage of failure but can miss technical root causes. - Bottom up (The Auditor): Start with the technical foundations — check tags, pixels, and ad status before moving upward to bidding, audience, and creative. This is the most thorough but time-intensive process. The most effective teams combine all three, using AI to triage first, then applying human judgement via top-down and bottom-up audits to validate and correct. ## Essential Diagnostic Tools for Your Performance Campaign Every performance advertiser needs a curated set of media buying tools organized across four functional categories: - Verification tools: Ad integrity and placement verification platforms like Integral Ad Science (IAS) and DoubleVerify confirm that ads are appearing in brand-safe, viewable environments and are not being served to fraudulent traffic. - Signal checkers: Pixel helpers and API debuggers like Google Tag Manager’s Preview Mode confirm that tracking events are firing correctly and that conversion data is flowing into the algorithm. - Creative analyzers: Heatmaps, attention metrics, and CTR predictors identify which creative assets are resonating and which are creating drag on campaign performance. - AI-powered analytics dashboards: Platforms with native predictive modeling and anomaly detection capabilities allow advertisers to see ahead of performance trends, rather than simply reacting to them. ## The 10-Step Framework for Open Web Troubleshooting When a campaign underdelivers or fails to convert, this campaign diagnostic checklist provides a logical, sequenced path to resolution. ### Step 1: Verify Core Setup, Budgets, and Scheduling Before any sophisticated analysis, confirm the basics are in place. Is the campaign active? Is the budget fully funded? Are campaign flight dates correct? Are daily caps set low enough that the campaign doesn’t end by mid-morning? Human configuration errors are the most common cause of zero delivery and they’re usually easily fixable. ### Step 2: Respect the AI Learning Process Modern programmatic platforms rely on machine learning to optimize delivery. When you launch a campaign or make significant changes, the algorithm enters the algorithmic learning phase, typically a 48- to 72-hour window, during which it collects performance signals to calibrate bidding, audience targeting, and placement decisions. Intervening with manual changes during this window resets the learning cycle, leading to prolonged instability. Monitor this learning status and resist the urge to edit. Budget fluctuations and suboptimal CPAs during this phase are to be expected. ### Step 3: Validate Pixel Tracking and Data Loops Addressing ad tracking issues is foundational to campaign health. If conversion signals aren’t reaching the platform, the algorithm is navigating blind. Use pixel debugging tools to confirm that view and click events are firing, that the correct conversion actions are attributed, and that deduplication logic isn’t suppressing valid signals. Conversion signal optimization requires a clean, high-fidelity data loop to give the algorithm the feedback it needs to find more converting users. ### Step 4: Audit Audience Reach and Scaling Constraints Hyper-segmented targeting is one of the most common causes of delivery issues. When audience parameters are too narrow, the eligible inventory pool shrinks to a point where the algorithm cannot spend efficiently. Audit your targeting layers and, where possible, allow AI-driven audience expansion to surface lookalike inventory across the open web. Scale is often found by loosening, not tightening, your initial audience constraints. ### Step 5: Inspect Inventory and Placement Quality The open web’s strength is in its vast publisher diversity, but it can also be a source of performance inconsistency. Review placement-level reports to identify if certain publishers or placements are consuming budget without contributing conversions. Equally, investigate whether your bids are competitive enough to win impressions on premium, high-quality inventory. A bid that is technically correct, but practically uncompetitive, will result in consistent underdelivery even on the best platforms. ### Step 6: Combat Creative Fatigue via Dynamic Optimization When CTR declines without a corresponding change in audience or bids, creative fatigue is typically the culprit. Users have seen the same ad too many times and engagement has eroded. This is where dynamic creative troubleshooting becomes essential. Dynamic Creative Optimization (DCO) uses AI to automatically test and rotate headlines, images, and calls to action, creating winning combinations without requiring manual intervention. Maintain a rotating library of creative assets and set frequency thresholds that trigger automatic refresh. ### Step 7: Resolve Ad Rejections and Policy Compliance Open web publishers operate under varying editorial and content standards, meaning that one ad that was approved on one platform could be rejected on another. Regularly audit rejection notifications in your dashboard and categorize them by reason, such as image policy, landing page compliance, or prohibited categories. Many automated rejections can be appealed with minor asset revisions. Build a compliance review step into your campaign launch workflow to prevent rejections from silently lowering delivery. ### Step 8: Balance Prospecting and Retargeting Flows A frequently overlooked issue is funnel drying, where retargeting pools shrink because insufficient new users are entering at the top of the funnel. If your retargeting audience is too small, those campaigns will underdeliver regardless of budget. Use AI to continuously identify new top-of-funnel prospects across the open web and feed new, qualified users into the awareness stage so that mid- and low-funnel lists remain scalable. ### Step 9: Optimize Landing Page Performance and UX Click-through rates only tell some of the story. If users are clicking but not converting, the problem may lie in the post-click experience. Use AI-powered analytics to assess landing page load speeds, bounce rates segmented by device and browser, form abandonment patterns, and message-match alignment between ad creative and landing page content. A three-second load delay can reduce mobile conversion by as much as 20%. It’s vital to check these areas to see where your campaigns could be losing vital conversions. ### Step 10: Leverage Predictive Analytics for Proactive Health The most advanced stage of troubleshooting is eliminating the need for it by anticipating potential issues before they occur. By analyzing historical campaign data alongside AI forecasting models, advertisers can identify early warning signs like declining impression share, rising CPCs, or lowering conversion rates, before they turn into missed KPIs. This moves the troubleshooting function from reactive repair to proactive optimization, allowing teams to pre-adjust bids, refresh creative, or expand audiences before performance materially degrades. More troubleshooting recommendations based on Realize performance campaigns could be found here. ## Key Takeaways The evolution of campaign troubleshooting mirrors the broader evolution of digital advertising from manual, reactive processes to intelligent, proactive systems. Effective diagnosis on the open web demands more than fixing what’s visibly broken. Instead, it requires the ability to distinguish between technical failures and optimization gaps, and leaning into where the human-AI partnership can address anomalies and foundational issues. Teams that continually address this type of troubleshooting will outperform those who view it as an afterthought, making this a competitive advantage in open web performance campaigns. ## Frequently Asked Questions (FAQs) ### How does troubleshooting on the open web differ from search and social? The open web involves a greater number of publishers, ad formats, and audience contexts. Search centers on intent signals, whereas social focuses on interest and behavioral targeting within a closed ecosystem. Open web troubleshooting relies heavily on AI-driven behavioral modeling to identify the right users where no single platform is in control. This makes data quality, pixel integrity, and algorithmic trust more critical here than on other channels. ### What are the most common tools used for campaign troubleshooting? Standard tools include pixel and tag debuggers (such as GTM Preview Mode and browser pixel helper extensions), ad verification platforms (like IAS or DoubleVerify for brand safety and viewability), and internal platform analytics that use AI to flag anomalies in pacing, delivery, or conversion rates. For advanced teams, predictive dashboards that model future campaign trajectories based on historical patterns have become an essential part of the troubleshooting process. ### Can AI automatically fix my campaign issues? AI can automate a meaningful range of optimizations, such as reallocating budget toward high-performing creatives, adjusting bids in real time, expanding to lookalike audiences, and rotating ad assets to counter fatigue. However, AI can’t resolve foundational setup errors, such as a broken landing page, an inactive tracking pixel, a misconfigured campaign flight date, or a rejected creative. These require human diagnosis and intervention. The most effective approach treats AI as a powerful partner, where it handles scale and pattern recognition, while human oversight addresses the structural foundations that the algorithm depends upon. --- ### Why Ad Placement Optimization Is the Secret Weapon for Performance Advertisers URL: https://www.taboola.com/marketing-hub/ad-placement-optimization/ Last Modified: 2026-06-24 08:18:16 For performance-driven marketers, the open web is often seen as the last frontier — a massive, sprawling, endless landscape of potential profit that remains notoriously difficult to navigate without the right map. We’ve now officially pivoted into the agentic era, a shift where the old-school grind of manual A/B testing and basic forecasting is being sidelined by autonomous AI agents. These systems don’t just suggest optimizations, they execute them in real-time. It’s an absolute game-changer, so let’s get into how these next-gen tools are revolutionizing ad placement optimization, helping you secure high-viewability spots, respect the user’s journey, and scale your ROAS with precision. ## What Is Ad Placement Optimization? At its core, ad placement optimization is the data-driven process of determining the exact location, format, and context where an ad will get the highest engagement and conversions. It’s not just about being “on the page” anymore. Instead, it’s more about being in the right spot on the right page for the right person. This involves analyzing thousands of variables — from the device the user is holding to the specific paragraph they’re currently reading — to ensure that when your ad appears, it feels like a natural part of the discovery journey, rather than an annoying interruption. ## Why the Open Web Demands a New Approach for Performance Advertisers While it’s true that walled gardens like Meta and Google Search offer a closed, controlled environment, the open web is where the real scale lives. However, that also means lots of unique hurdles and hoops to jump through. With the phase-out of third-party cookies, the old strategy of following the user everywhere is essentially dead. Performance advertisers now have to be smarter, and rely on real-time programmatic efficiency and contextual relevance to generate revenue. On the open web, you aren’t just buying a user — you’re buying a moment of attention. If you can’t optimize your placement for that specific moment, you’re basically just donating money to the internet. ## Advertising in the Agentic Era We’ve moved past simple automation, and are now in a world of autonomous systems that can manage complex workflows without a constant human babysitter. “Agentic” is a word you may have seen being used more frequently these days in the context of digital marketing, so let’s break down what it really means. ### Predictive AI vs. Agentic AI Think of Predictive AI as a GPS: it tells you where the traffic is and suggests a better route, but you’re still in charge of turning the steering wheel and keeping an eye on traffic. Agentic AI would be the self-driving car. While traditional AI analyzes data and waits for a human to adjust the bids, agentic AI autonomously researches, tests, and executes optimal placements in real-time. It doesn’t just suggest a better placement, it goes out and buys it for you while you’re asleep. ### Autonomous Execution and Real-Time Bidding In the agentic era, Real-Time Bidding (RTB) happens at a scale humans can’t even comprehend. AI agents evaluate millions of ad opportunities in seconds. They check out the page, the history of the placement, and the current cost, dynamically shifting your spend toward high-performing, contextually relevant open web placements. The major benefit here is that it eliminates media waste by ensuring you never overpay for a placement that has zero chance of converting. ## Core Strategies for Open Web Ad Placement Securing high-value inventory is only half the battle. You also have to make sure the ad is actually seen and processed by a human brain. ### Prioritizing Viewability and Attention Metrics A “rendered impression” is a vanity metric if that impression happened three scrolls below where the user stopped reading. Performance advertisers are moving toward viewability metrics and attention scores. AI tools now track scroll depth and time on screen to ensure your ad placement optimization strategy favors spots where eyes actually linger. If your ad isn’t at least 50% in view for at least one second, it shouldn’t count toward your budget. ### Strategic Placements: Above the Fold vs. Below the Fold This age-old debate started with physical newspapers and still continues today in digital form. So, what’s better, Above the Fold (ATF) or Below the Fold (BTF)? ATF ads offer immediate, guaranteed visibility, but they can also be the first thing a user ignores. Strategic BTF placements, when inserted at natural reading breaks where a user pauses to digest information, often see much higher engagement. The key is using AI to find those natural breaks so your ad feels like the next logical step in the reader’s curiosity. ### Contextual Relevance in a Cookieless World In a world without cookies, context is king. Modern AI tools use contextual targeting to analyze the text, video, and even audio of a web page. If someone is reading an article about the best hiking boots, your ad for waterproof socks should appear right next to the durability section, or something similar. This hyper-relevancy is what turns a passive reader into a high-intent lead. ## Balancing User Experience (UX) and Ad Revenue More ads doesn’t always mean more money. If you clutter a page so badly that it takes 10 seconds to load, your bounce rate will skyrocket, and your ROAS will tank. ### Lazy Loading and Page Speed Optimization This is where technical ad placement optimization meets UX. By implementing lazy loading — a technique that delays the loading of non-critical resources such as images, videos, JavaScript, or CSS — BTF ads only render when a user scrolls toward them. This keeps the initial page load lightning-fast, ensuring high user retention while still getting your ad in front of the people who are actually engaged enough to keep reading. ### Ad Density and Frequency Capping Nobody likes being followed by the same ad 10 times in an hour. Agentic AI can automatically apply strict frequency capping, ensuring you aren’t annoying your future customers. It strikes the perfect balance between content and monetization, ensuring your ad density remains high enough to be profitable, but low enough to remain brand-safe. ## Selecting the Right AI-Driven Tools for Placement Optimization When choosing your tech stack, look for Demand-Side Platforms (DSPs) that support autonomous workflows. You want tools that offer Dynamic Creative Optimization (DCO) — which adjusts the ad’s look and feel to match the placement — and automated A/B testing platforms that use “multi-armed bandit” type decision making algorithms to favor winning combinations instantly. This is exactly where Realize shines. As a performance engine built for the open web, Realize uses deep learning to handle the heavy lifting of ad placement optimization, placing your creative in front of audiences who are already in a discovery mindset across a direct-to-publisher network of 11,000+ premium sites. By bypassing the usual ad-tech taxes of complex programmatic exchanges, Realize ensures your budget goes directly into high-intent placements that move the needle. ## Measuring Success: KPIs for the Agentic Marketer When AI is at the wheel, you have to look beyond the click-through rate (CTR). You should be obsessing over return on ad spend (ROAS) and cost per acquisition (CPA) instead. Because agentic workflows can optimize for these hard numbers autonomously, your role shifts from the person at the controls to more of a strategist, monitoring the overall health of the funnel while the AI handles the millisecond-by-millisecond bidding wars. ## Key Takeaways The transition from manual guesswork to autonomous, AI-driven strategies is the only way to win on the modern open web. By embracing ad placement optimization, focusing on viewability, and respecting the user’s experience, you can drastically reduce wasted spend and see a massive improvement in ROI. The agentic era isn’t coming. It's here. ## Frequently Asked Questions (FAQs) ### What is the difference between predictive AI and agentic AI in advertising? Predictive AI is like a weather forecast — it analyzes historical data to suggest where an ad might perform best, but it still requires a human to pack the umbrella and execute the change. Agentic AI is truly autonomous. It doesn’t just predict, it acts instantly, analyzing live campaign data and independently executing strategic decisions, such as reallocating your budget to a better-performing placement in real-time without needing an approval button. In the world of ad placement optimization, this means the system is constantly self-correcting your campaigns to ensure your ROAS never dips. ### How does AI improve ad placement optimization? AI processes millions of contextual signals that a human could never track, matching your audience with the most relevant inventory available. It automates the tedious grunt work of A/B testing, adjusts real-time bids based on the likelihood of a conversion, and utilizes dynamic creative optimization to make sure the ad visually fits the environment. On a higher level, ad placement optimization involves using these AI signals to avoid made-for-advertising (MFA) sites and low-quality inventory, ensuring your performance campaigns only appear in high-trust editorial environments where users are actually paying attention. ### What are the best ad placements for generating revenue on the open web? The best placement is the one that balances visibility with user intent. While ATF ads offer immediate eyeballs, they are often skimmed over. BTF ads — especially those placed within the flow of an article using lazy loading — often capture the most engaged users who are in a deep discovery state. High-level ad placement optimization strategy involves a mix: using ATF for reach and frequency, while utilizing BTF native placements to drive the actual high-intent clicks that lead to sales and sign-ups. ### How do I improve ad viewability without hurting UX? Shoot for integration, not interruption. Avoid pop-ups or intrusive formats that hide the content the user actually came to see. Instead, use native ad formats that mirror the layout of the site. Use lazy loading so ads only render when they are about to be seen, preserving page speed. Finally, rely on AI-driven frequency capping. If a user hasn’t clicked after three views, the AI should automatically move your budget to a fresh prospect, preventing both ad fatigue and a cluttered user interface. --- ### Performance Advertising Industry News Updates: June 16, 2026 URL: https://www.taboola.com/marketing-hub/performance-advertising-industry-news-updates/ Last Modified: 2026-06-23 08:58:43 The advertising landscape moves fast — and for performance marketers, staying on top of platform shifts, measurement innovations, and new buying opportunities can make the difference between hitting targets and missing them. Our team of industry experts has curated the week's most impactful updates to keep you informed on what matters for your campaigns. ## 6 of the Most Important Performance Advertising Industry News Updates (And Our Expert's Take on Them) ### Update 1: DSP Competition Intensifies — Here's How Buyers Are Ranking Them Performance advertisers now have more choice than ever, but not all demand-side platforms (DSPs) are created equal. A Digiday Scorecard based on rankings from 13 media buyers shows Yahoo DSP and The Trade Desk leading the pack with aggregate scores of 7.3 and 7.2 respectively, followed by DV360 at 7.0, with Amazon DSP trailing at 6.1. The Trade Desk scored highest on transparency and inventory quality but came up weakest on pricing — a critical tension for performance teams managing tight cost-per-mille (CPM) budgets. Meanwhile, DV360 remains "effectively mandatory for YouTube access," creating a lock-in dynamic that performance buyers have to navigate strategically. Omri Bitan, head of strategy: "This research shows us there are really no clear winners in the DSP landscape — each one has some high points and some glaring disadvantages, without a real ‘go-to.’ — buyers are looking for channels that can offer the advantages they seek, like unique supply and access to data — and that’s especially true in the age of AI." ### Update 2: OpenAI Adds Conversion Tracking for ChatGPT Ads — Closing the Measurement Gap Since ChatGPT launched ads earlier in 2026, performance advertisers have faced a critical question: Do these ads actually drive conversions? To answer that question, OpenAI partnered with LiveRamp to add conversion measurement through LiveRamp's Conversions API (CAPI) Hub, which now allows advertisers to track in-store purchases with no minimum spend required. Online conversion tracking is planned for later this year. This brings ChatGPT toward measurement parity with Google, Meta, TikTok, and Pinterest — and removes a major barrier to budget allocation. OpenAI is anticipating $2.5 billion in ad revenue for 2026, with a target of $100 billion by 2030. Omri Bitan, head of strategy: "Conversion tracking is table stakes for performance platforms, and closed platforms adding third-party measurement APIs shows the market is moving toward more transparent attribution. The real insight here is that advertisers need flexibility in measurement — not dependence on a single platform's opaque conversion model. On the open web, through Realize, you maintain first-party control over your conversion data and audience insights. This means better data portability, cleaner attribution logic, and the ability to leverage your measurement across multiple channels without being locked into proprietary algorithms." ### Update 3: Amazon DSP Adds Pre-Bid Attention Targeting — Filtering Low-Quality Inventory Quality and efficiency go hand-in-hand for performance advertisers. Amazon DSP now integrates Adelaide's AU attention metric for pre-bid targeting, letting buyers filter toward higher-attention placements and away from low-attention inventory. Amazon is also introducing an exclusive AU Quality Floor that excludes the bottom 10% of inventory and made-for-advertising (MFA) sites identified by Jounce Media. The AU metric is already available in Trade Desk, Viant, Yahoo DSP, Adobe Advertising, and Equativ — but Amazon's adoption signals a broader industry shift toward attention as a targeting dimension alongside audience and context. Omri Bitan, head of strategy: "The industry's push to filter out low-quality and made-for-advertising inventory reflects a fundamental truth: supply quality is the foundation of performance. What many advertisers don't realize is that this problem is largely solved by building on the right network from the start. The Realize advantage is that our network is built directly with the world's leading premium publishers — 9,000-plus direct integrations with high-quality editorial environments. This means you're not buying from junk inventory pools and then filtering them out; you're starting with premium supply where brand safety and performance align naturally. That's why many performance advertisers choose Realize — the network design itself prevents the MFA and low-quality inventory problems others are scrambling to solve." ### Update 4: TikTok Repositions as Full-Funnel Performance Platform — Not Just Brand Awareness For years, TikTok was positioned as a brand-awareness channel. That narrative is shifting. TikTok is now actively pitching itself as a full-funnel performance platform, citing a 40% year-over-year increase in daily searches and a collapsed funnel where discovery and conversion happen in a single session. The platform is launching TikTok Funnel HQ and promoting Smart+ and GMV Max automated buying tools. According to TikTok's global head of business marketing, the biggest misconception remains that "TikTok is just a brand platform and not a performance platform." Omri Bitan, head of strategy: "TikTok's repositioning to full-funnel performance is real, but it also highlights a critical blind spot for most performance advertisers: over-concentration on social platforms. While TikTok, Meta, and Google fight for feed dominance, you can diversify your funnel across premium publisher inventory without social algorithm dependency. The collapsed funnel opportunity TikTok is promoting? You can achieve it through contextual targeting and audience strategies that work across a 9,000-plus publisher network." ### Update 5: Agentic Commerce Reshapes Google Ads — New Performance Surface for E-commerce The rise of AI shopping agents is creating a new performance advertising dynamic. Google's "Buy for Me" agentic checkout is now live in AI mode with partners including Wayfair, Chewy, and Quince. Google has also introduced a Universal Commerce Protocol with Shopify, Etsy, Walmart, and Target. The article highlights how product feeds are becoming bidding signals and notes Google's merchant-funded Direct Offers pilot. For e-commerce performance advertisers, this represents a fundamentally different buyer journey — agents compare and transact on behalf of users, changing how conversion signals flow back to campaigns. Omri Bitan, Head of Strategy: "Agentic commerce is a structural shift, and here's the critical insight: Full-on agentic buying is only at its early phases, and the more near-term opportunity is agentic buying of media. Agents value clean, contextual data over algorithmic black boxes. When AI agents evaluate placements, they care about content relevance, audience intent, and advertiser transparency — exactly what the open web delivers through contextual targeting and direct publisher relationships. Performance advertisers who combine first-party data, audience targeting, and contextual placement, will find their inventory more competitive in agentic auctions because it's built on data agents can parse and evaluate. " ### Update 6: TripleLift Launches TL Direct — Unified Self-Serve Buy/Sell Orchestration Fragmented workflows are a drag on performance optimization. TripleLift made its TL Direct self-serve platform generally available, giving buyers and sellers unified control over curated deals across web, mobile, and connected TV (CTV) with user interface (UI), API, and model context protocol (MCP)-based access. A commissioned Forrester study found it can save an average of 40 hours per campaign. Early partners include Raptive and Amerge. For performance teams running campaigns across multiple channels and deal structures, this represents a consolidation opportunity: fewer logins, less manual trafficking, more time optimizing. Omri Bitan, head of strategy: "Platform consolidation is a performance lever people don't talk about enough, but consolidation itself isn't the answer — transparency is. When you're managing campaigns across multiple channels, what matters is clear visibility into inventory quality, audience reach, and conversion efficiency. You need a platform that reduces the need for complex orchestration layers by giving you native multi-channel reach and reporting. The real efficiency gain isn't fewer logins; it's fewer black boxes." ## What This Means for Performance Advertisers The through-line across these updates is clear: measurement is maturing, quality is becoming a competitive advantage, and new channels are forcing performance teams to expand their definition of full-funnel. Whether it's conversion tracking closing gaps at new platforms or AI agents reshaping e-commerce journeys, performance advertisers in 2026 have more tools — and more pressure — to optimize efficiently across a fragmented landscape. The winners will be teams that stay close to these shifts and move quickly to test them. ## FAQs: Questions Performance Advertisers Are Asking ### FAQ 1: Which DSP should I use for performance campaigns in 2026? The short answer: There's no single best DSP anymore — but the real strategic question is whether you're diversifying beyond walled gardens into the open web. For pure-play performance (search, direct response), closed platforms like The Trade Desk offer strong transparency and inventory depth, but they come with vendor lock-in and limited supply diversification and aren’t really geared to performance at their core. For YouTube-heavy campaigns, you're effectively locked into DV360. For CTV campaigns, multiple platforms claim parity, but inventory quality varies significantly. The open web opportunity: Open-web platforms offer a fundamentally different value proposition — direct publisher relationships (9,000-plus integrations), contextual relevance that doesn't rely on cookies, and first-party audience control. This matters especially as privacy regulations tighten and third-party data becomes less reliable. Contextual targeting on premium publisher inventory delivers comparable performance to audience-based DSPs but with better brand safety, transparent inventory, and data portability. Best practice: Build a diversified media mix rather than concentrating on one DSP. Allocate 50-60% to your primary performance channel, 30% to test challengers (including open-web platforms), and 10-20% to experimental channels. Use contextual and audience signals to understand where your highest return-on-investment (ROI) conversions come from — you may find open-web inventory outperforms premium social in unexpected categories. ### FAQ 2: Should I allocate budget to TikTok for performance campaigns, or is it still just for brand awareness? The short answer: TikTok is now a legitimate performance channel, especially for e-commerce, D2C, and mobile app install campaigns. The data speaks: 40% year-over-year increase in search volume and TikTok's own Smart+ and GMV Max automated buying products are built for conversion optimization, not just reach. Early performance advertisers testing TikTok as a conversion channel (not just awareness) are seeing strong results, particularly in categories like fashion, beauty, home goods, and mobile apps where impulse and discovery align. Caveat: TikTok performs differently than Meta or Google. The audience skews younger, the creative expectations are different (authenticity > polish), and the conversion window is often same-session or next-session. If your audience is Gen Z or millennial, and your product has impulse-buy appeal, test it. If your audience is 45-plus, or your product requires long consideration, hold off for now. Best practice: Run a 30-day test with a dedicated budget allocation (start with 5-10% of your ad spend). Use TikTok's conversion tracking and Smart+ optimization to gather performance data. If return on ad spend (ROAS) meets your threshold, expand. If not, you've learned it's not the channel for you without over-committing. ### FAQ 3: How should I think about conversion tracking and attribution when AI agents are doing the buying? The short answer: Traditional last-click attribution breaks down when AI agents are in the loop, but open-web performance platforms have a structural advantage: first-party data control and transparent audience signals. Here's the opportunity: In agentic commerce, the agent's decision-making is based on data it can evaluate transparently — product data, pricing, audience context, and conversion signals. Closed platforms with proprietary algorithms are actually at a disadvantage in agentic systems because agents can't reliably parse them. Open-web platforms and contextual signals are naturally more agent-friendly because they're built on transparent content analysis and first-party audience data. What to do: - Shift your focus from campaign metrics to feed quality and audience data transparency: Are your product descriptions contextually aligned? Is your audience data clean and first-party sourced? - Invest in contextual relevance: Agents evaluate content-to-product fit. Using contextual targeting strategies ensures your ads appear in high-relevance contexts where agent recommendations will favor your product. - Use first-party audience data as your anchor: Build and own your audience segments (lookalikes, website visitors, CRM data). Agents can understand and value transparent first-party signals better than opaque third-party audiences. - Track feed-level and context-level performance, not just final conversions: Measure which content contexts drive the highest-value conversions, then optimize your contextual targeting and product positioning to match those contexts. Best practice: Start auditing your first-party audience data and product feed alignment now. Advertisers can use contextual targeting to understand which content contexts convert best for your products, then build predictive audiences based on those high-performing contexts. This gives you a native advantage in agentic auctions because your inventory and audience signals are transparent, contextually relevant, and agent-parseable. --- ### Premium Inventory: Understanding Highly Desirable Ad Locations and How to Use Them URL: https://www.taboola.com/marketing-hub/premium-inventory/ Last Modified: 2026-06-22 10:45:05 Premium inventory has long had a place in a marketer’s toolkit, though the locations and technology have changed in the digital era. Conceptually, though, premium inventory refers to high-quality, top-tier ad space on reputable platforms. Each industry and platform might be different, but generally, premium inventory is available space that an advertiser considers the highest value, guaranteed to get attention and engagement from the right viewers. It also comes at a high cost, so premium inventory has to be used wisely, and measured carefully, as part of an ad campaign. ## What Is Premium Inventory? Premium inventory ad placements vary widely depending on the industry, time of year or season, and website. While these may have been a full-page or above-the-fold ad in the newspaper era, now, premium inventory might refer to a coveted newsletter position, an exclusive website banner, a sole sponsorship of digital content, or other prime website real estate. Examples of premium inventory in the modern digital era include: - Exclusive sponsorships, such as high-visibility ads on top 100 sites (think New York Times or Forbes), or branded content. - TV and video, like sound-on ads that can’t be skipped during streaming content or as commercials in live sports. - High-impact spots, like above-the-fold banners, newsletter positioning, or homepage takeovers. - Private marketplaces, where advertisers bid on invite-only, high-quality inventory. - Targeted placements, where ads are guaranteed (due to first-party data use) to appear in high-quality, relevant environments. ## Core Characteristics of Premium Inventory ### Visibility Premium inventory ads are premium because they’re highly visible, meant to be seen by as many qualified users as possible. They might be above the fold on a site, or in another high-traffic area, or even out of home (OOH), like a billboard in Times Square. ### Safety Premium inventory space is also safe for brand reputation. Ads will show up on trusted, reputable sites, without the risk of appearing near harmful content. ### High-Performance Premium inventory should perform well in terms of conversions, because the ads are designed to generate high user interaction, such as in premium video placements or full-screen mobile spots. Or, they’re targeted to niche or high-value demographics to drive engagement. ## How Premium Inventory Is Valued ### Session Depth and Placement Priority Within digital advertising, premium inventory valuation takes into account a combination of high placement priority and low session depth. That means that ads are served early in a user’s visit, or toward the top of the page, to the most engaged users. So, these ads put a premium on the first impressions of a user’s visit, and apply settings to make sure the most valuable ads come up first. ### Market Supply and Demand Dynamics The factors of market supply and demand dynamics within premium advertising take into account the economic concepts of supply and demand. Premium inventory for advertising, which could include high-demand ad space, luxury goods, or infrequently available spots, can command higher prices because of its high demand, such as its uniqueness or the value it offers. Premium inventory pricing is often scarcity pricing. It can also be related to timing, such as during a peak season, when prices go up as demand goes up for a certain amount of time. Time-sensitive inventory, like hotel rooms during the Super Bowl, depend on speed to sell before the inventory becomes worthless (or at least, worth much less) the day after the game. Finally, brand-safe, targeted inventory can command higher prices because advertisers know they’ll see better return on investment (ROI) and engagement. ### Pricing and Guaranteed Deals Within the premium inventory market, programmatic guaranteed deals are a way for advertisers to avoid auction volatility uncertainty. They can fix the audience and placement ahead of time and are able to plan the cost as well, which can offer peace of mind and predictable performance for a campaign. Publishers can also benefit, since they don’t have to rely on unpredictable markets themselves. Premium inventory pre-set pricing can be useful for predictability and planning, too. Pre-negotiated pricing can often be more expensive for premium ad inventory, but the guarantee of a prime ad spot might be worth it to an advertiser, depending on their goals and the situation. ### Programmatic vs. Direct Sales Channels There are a few options for premium inventory sales, depending on what an advertiser wants to achieve. Programmatic sales use real-time bidding and can bring lower costs, plus add scale and efficiency, if an advertiser can bid or use an advertising platform to take care of bidding. When efficiency, reach, and performance are the top priorities, programmatic sales can help a brand get more for their money through automation and careful audience targeting. Plus, this option can help to get the most performance out of leftover inventory. Direct sales require higher, guaranteed prices (CPM) that ensure exclusive and brand-safe ad inventory. This is a high-value, low-volume strategy, but it gives an advertiser full control over where the ad goes and what content is around it. For brand-building, takeovers, or other high-impact ads, this can be impactful. It’s also possible to use a hybrid approach, choosing direct sales for higher-tier inventory and programmatic sales to get more for your money. ## Premium Inventory Channels and Formats With many creative options for premium inventory advertising, these are the channels and formats to know: Format Description Performance Benefit Motion Ads Short, dynamic looping clips, or the “Ken Burns” documentary effect with static images and no sound. Subtly captures attention without being as intrusive as a full video. Vertical Video Ads 9:16 aspect ratio assets, originally designed for social, such as Reels and TikTok. Ideal for mobile-first premium environments and app integrations; high visual engagement. Carousel Ads Interactive multi-card units that allow users to swipe through products or steps. Excellent for storytelling or showcasing a product line; drives higher intent through interaction. Rich Media Interactive elements like polls, quizzes, or gamified CTAs within the ad unit. Drives deeper engagement and qualifies the user before they even reach the landing page. Story Ads Full-screen, mobile-optimized Instagram “Story” style formats appearing in premium feeds. Leverages the familiar vertical-swipe behavior of social users in a premium editorial context. ## Benefits of Premium Inventory for Advertisers ### Targeting Precision Premium inventory is premium because it’s in a prime position, so lots of users will view it. Along with that benefit, premium inventory includes precise targeting of specific audience segments based on high-quality data. You’re able to better control who sees your ads, where, and when, bringing guarantees that aren’t possible with other ad inventory selections. Targeting these days is often AI-driven, bringing better ROI and increased reach. ### Brand Protection Depending on your brand reputation and goals, you may choose premium inventory to make sure your content won’t be associated with any inappropriate ads, and cut down on the risks of exposure to bots or fraudulent traffic. Premium inventory ads only appear on reputable, trusted sites. ### Better Performance Using premium inventory as part of an ad campaign will likely show better performance, whether those metrics are click-through rates (CTR), engagement, conversions, or others. One study found that ads in premium, high-quality environments increased purchase intent by 40%. ## Challenges and Limitations of Premium Inventory ### Cost It’s not always possible to use premium inventory in an ad campaign, since these spots are expensive and often out of reach, especially for super-premium, more rare placements. At some point, the high cost might be impossible to justify against return on investment measurements. ### Availability Premium inventory spots are premium for several reasons, but availability is often one of them due to scarcity, demand surges, timing, and more. You may need to plan far in advance or forgo the premium spots when availability dwindles quickly. ### Suitability A B2B company may never require a Super Bowl advertising spot, because the audience might not overlap at all with their target audience. Creative formats can also play into premium inventory decisions, since the format, audience, and placement all have to line up to make it worthwhile. ## Alternatives to Premium Inventory Premium inventory can be an important tool for advertisers in particular industries or with a robust budget. There are other ways to think about targeting and engaging audiences, though. Consider these alternatives to premium inventory. ### Direct Deals Programmatic direct deals can be useful for niche or contextual ad networks that are well-matched to the brand. These deals offer a first look at ad inventory at set prices, and cost less than guaranteed premium inventory. It’s a way to target audiences without going over budget, or to use occasionally or when guaranteed spots aren’t as crucial. ### Remnant Inventory So-called remnant inventory is unsold, lower-cost ad inventory that’s long tail or especially targeted. Consider this when you’re working with a smaller budget and can use real-time bidding to find just the right spot for your creative and audience. ## How to Measure Performance on Premium Inventory Ad Placement When you’re paying premium inventory prices, measuring and evaluating performance will be essential. With continuous performance monitoring, advertising teams can adjust bids, targeting, and creative for each premium placement. Keep these factors in mind to gauge whether and how well premium inventory ads are working for your business. ### Key Metrics for Performance Evaluation Some metrics will be more useful than others when evaluating the performance of premium inventory ads: - Gross margin ROI to evaluate the profit generated from investing in inventory, especially for high-value items. - Stock-to-sales ratio compares stock levels to sales to make sure that premium items are in stock, but not overstocked. - Inventory turnover ratio to measure how often premium inventory turns over, or is sold and replaced, with a high ratio indicating desirable or fast-moving spots. - Sell-through rate measures how much inventory was sold versus the amount received; higher rates mean there’s a strong demand for premium goods. - Inventory carrying cost is the total cost of holding inventory, which should be low to protect margins when it comes to premium inventory. Other premium inventory performance metrics might include perfect order rate, backorder rate, and deadstock rate. ### Viewability, Engagement, and Conversion Outcomes When measuring premium inventory performance, keep in mind there are generally much higher benchmarks than open exchange inventory. So, premium inventory should have higher viewability metrics — meeting or exceeding the standard of 50% pixels in view for one to two seconds. Premium placements also lead to higher viewability. One study found these placements can lead to 73% viewability compared to 45% for below-the-fold ads. Viewability can even get to 100% for full-screen, unskippable ads. Engagement measures the interaction and focus of users with premium ads. Research found that premium inventory outperformed open exchange inventory by 143% in terms of attention and engagement. Video performance is also high with premium inventory, with 90% or more completion rates with higher quality content. The essential measurement of conversion matters greatly with premium inventory. It’s possible to use premium inventory to help move users from attention to conversion. The nature of premium inventory can improve conversion rates, too: brand-safe impressions drive a 233% lift in conversion rates, while combined viewable and brand-safe impressions drive a 57% conversion rate. ### Attribution Challenges Premium ad inventory attribution is part of the bigger picture of how premium placements are performing and whether they’re worth the cost. Challenges to understanding attribution include data loss due to privacy regulations; cross-device, nonlinear journeys; and last-click models that don’t or can’t value brand awareness efforts. In the case of some premium spots, like streaming services, the positive signals remain within that silo, making it difficult to incorporate them into broader metrics tracking. Premium inventory placements often drive long-term brand lift or offline-to-online effects versus easily trackable clicks in the moment. ### Aligning Inventory With Campaign Objectives Using premium inventory as part of an ad campaign has to take into account the attribution challenges as well as the goals or desired outcomes. Especially because of the costs likely involved, advertisers should have strategic goals that align with using premium inventory placements. These high-quality ad placements promise brand safety, engagement, and viewability, which often line up well with brand awareness, conversions, or guaranteed access to new or desirable audiences. Premium ads can also be a way to augment audience targeting data when trying to increase user engagement and attention. ## Key Takeaways Premium inventory for advertisers can bring great visibility, engagement, and performance, but it also comes at a cost. Premium inventory might be the top of the page on a hugely popular website, a site takeover on a launch day, or ads running during a most-watched streaming show. Advertisers can take advantage of premium inventory to get guaranteed, brand-safe placements, but at that cost, they also have to consider the best ways to use premium inventory under budget. Consider how, when, and how often to incorporate premium inventory into ad campaigns to get the most out of this option. ## Frequently Asked Questions (FAQs) ### Why should advertisers prioritize premium inventory in their campaigns? Premium inventory typically offers advertisers some enticing factors: high-quality audiences, brand-safe environments, and reliable visibility. These all help to increase engagement, improve campaign performance, and reduce risks associated with low-quality or non-brand-safe placements. Depending on budget and campaign goals, premium inventory can offer a lot of return for advertising teams. ### How can advertisers optimize campaigns across multiple premium inventory sources? There are lots of premium inventory sources available today, whether high-visibility, popular websites or streaming services. Advertisers can optimize campaigns across multiple premium inventory sources by continuously monitoring performance metrics for each source and examining them as a whole. They can also adjust bids, targeting, and creative for each placement continuously to make sure they’re spending wisely. Using programmatic tools and cross-channel analytics helps maintain consistent reach and engagement across different publishers. ### How does creative format influence performance on premium inventory? There are lots of creative ad formats to consider, and the choice of creative format — such as video, native, or interactive media — can have a big impact on engagement and conversion rates when it comes to premium inventory. Advertisers should match the format to the audience and placement context to maximize visibility and user interaction. --- ### The AI ROI Crisis: Why Zero-Click Search Is Pushing Advertisers to the Open Web URL: https://www.taboola.com/marketing-hub/zero-click-search-impact-on-advertisers/ Last Modified: 2026-06-16 11:18:05 Paid advertising was previously a clean exchange, where you paid for intent and gained a visitor. But, these days, that’s not the case: AI-generated answers are now satisfying user intent directly on the search results page, before a single click ever happens. With studies suggesting that nearly 60% of searches now end on the SERP itself, the engine you’ve been relying on to drive traffic is increasingly keeping users for itself. If your ad budget is funding a platform that’s turned into a walled garden, it’s worth asking what you’re really getting in return. ## The Evolution of Search: From “Blue Links” to “Answer Boxes” Not long ago, a Google search was a portal that pointed you somewhere. Type in “best running shoes for flat feet” and you’d get 10 blue links to articles, product pages, and reviews. You clicked on one, you visited a website, you maybe returned to the SERPs and clicked on another link to another website. Brands captured your attention and drove you to their sites. That model is fast eroding. The Search Generative Experience (SGE) impact has rewritten what happens between search engines and users. What began as Google’s AI Overviews (AOI) feature — a box of synthesized answers above the organic results — has now become the default interface for hundreds of millions of queries. This is no longer in beta, but the main first-result across informational, navigational, and commercial search queries. The intent of the user is still there, but the click is not. Users get what they need in terms of answers, comparisons, and recommendations without ever landing on your product page. Without clicking, they’re likely not converting. This is a deliberate architectural shift, but still ultimately falls in line with what Google has always tried to do — provide answers to user questions. AI has simply made it better at doing so without sending users somewhere else. For businesses large and small that built their entire acquisition funnel on search traffic, this is a significant change. ## Is Traditional PPC ROI Declining? The 50% CTR Drop Case Study Initial thoughts around AI Overviews hurting click-through rates is now backed by hard data. The picture that’s emerging is one of a structural decline in PPC efficiency in AI-era conditions. This is not a blip on the radar; it’s a new baseline. Across a range of industries, marketers are reporting that campaigns which previously had healthy ROAS results are now requiring significantly more budget to generate the same revenue. CAC is increasing, impression share is shrinking, and even when ads do appear, few people are scrolling beyond the AI answers to find them. The numbers don’t lie. Research from Seer Interactive reveals that when an AI overview appears on a results page, paid click-through rate drops from around 21.27% to only 9.87%, a decline of more than 50%. That means for every 100 users who would have clicked on your ad before AI Overviews, fewer than 50 are now doing so. Seer Interactive’s 2025 analysis also found similar results, documenting that high-funnel paid search efficiency is cratering, specifically for queries where AI answers appear. These aren’t isolated cases, but increasingly common problems impacting consumer product categories. The concept of zero-click search in 2025 has firmly brought these problems to the forefront of marketers’ minds. When users search and get a three-paragraph AI answer that makes them stop scrolling, ad budgets absorb impressions with zero returns. This performance reality isn’t going anywhere any time soon. ## The “Double Hit” to Search ROI: Rising Costs and Falling Visibility Declining CTR is only part of the picture. What happens to the economics of ad slots when AI Overviews are taking up valuable top-of-SERP real estate? AI Overviews now dominate this above-the-fold space. On mobile, where the majority of e-commerce searches now happen, a fullscreen AI overview can push every paid ad below the fold quite significantly. The total inventory of high-visibility ad positions has greatly contracted over the last year, but the number of advertisers competing for those positions has not. Supply is down, but demand is steady, so what does this mean for marketers? Cost per click goes up. Advertisers fighting for the last visible placements are paying premium prices for diminished returns. What’s happening is that you’re bidding in an auction where the prize has shrunk, but the competition has become fiercer. Meanwhile, Google Ads versus AI Overviews is becoming a tension point inside Google itself. Google has a financial incentive to keep ads valuable, but it also has a product incentive to make AI overview as useful as possible for users. For now, those two objectives are in conflict and advertisers are the ones paying for it. ## The Strategic Pivot: Why Advertisers Are Migrating to the Open Web For performance marketers, the core strategic question becomes, “If Google’s AI is answering questions instead of sending users to our site, where do we go next?” The answer for a growing number of growth-focused brands is the open web. The walled garden versus open web distinction has never been more commercially important than now. Inside walled gardens like Google Search, Meta’s feed, or Amazon’s placements, the platform has full control over the user experience, the algorithm, and now, the answer. Your brand is simply a guest and rules can change overnight. Outside of those walls on the open web — home to news sites, lifestyle publishers, niche media, and vertical content — the dynamic is different. There’s no AI overview intercepting user attention before it reaches your ad. Users arrive at a publisher site because they chose to. They’re reading and in a discovery-focused mindset. When your ad natively appears in the content, it’s part of their total experience, rather than a distraction from it. This is what makes the migration to an open web approach strategically compelling: It’s a channel where you can own the interaction, from impression to landing page, without an AI layer filtering your audience before they ever get to see your offer. ## Beyond the SERP: Diversifying Into Publisher Ecosystems An open web advertising strategy typically involves three channels working together — programmatic display, native advertising, and direct-to-publisher partnerships. For a small-to-medium business that’s product focused, native advertising is often the best entry point. Native ads are designed to match the form and function of the editorial environment in which they appear. A sponsored article on a health publication, a recommended product story on a lifestyle site, or a content recommendation at the bottom of a relevant post are all contextually relevant rather than interruptions, and that’s exactly why they convert. The publisher ecosystem marketing model also gives you something search advertising increasingly cannot: transparency and control. You know where your ad is running and you can align your message with specific content verticals. You can test ad creative without entering into a bidding war. Because users are going to a landing page, rather than competing with an AI answer block, you can shape the post-click experience in a meaningful way. The native advertising ROI case is strengthening as search ROI weakens. Brands that diversified their acquisition mix early are now seeing their open web channels absorb volume that previously came from paid search and, typically, at lower CPAs. For merchants with around 10-20 unique products, that’s a significant advantage. ## Measuring Success in the Age of AI Search One reason brands have been slow to adapt is their focus on the wrong metrics. Search volume or paid search impressions now measure a world that isn’t the same, if it even exists at all. Gartner predicts that traditional search volume will decline by 25% in 2026 as users shift to conversational AI and direct answer interfaces. First-party data growth, direct attribution, customer lifetime value, and blended ROAS across channels are all the new metrics that need greater attention. The emergence of agentic commerce trends adds another layer to the urgency of this recalibration. When an AI agent is doing the buying, traditional keyword targeting becomes less relevant. AI Overviews ROI is directly competing in the age of AI search, and the brands winning aren’t clinging onto search dominance. Instead, they’re building different acquisition funnels across a full digital landscape. ## Key Takeaways AI Overviews have fundamentally altered the search experience by answering user questions directly on the results page, reducing the need for users to click through to a website. For advertisers, this translates into a measurable compression of click volume, spikes in CPC for remaining inventory, and a widening gap between spend and revenue. The strategic response here is not to abandon search entirely, but to diversify. The open web, accessed through native advertising and programmatic placements, offers a compelling alternative with engaged audiences, brand-controlled experiences, and first-party data that search increasingly cannot provide. ## Frequently Asked Questions (FAQs) ### Are AI Overviews reducing PPC clicks? Yes, evidence from multiple studies has found that when an AI overview appears on a results page, paid click-through rates can fall by more than 50%. ### Will traditional search volume continue to drop? The signs are there — Gartner predicts a 25% decrease in traditional search engine volume throughout 2026 as users move to answer-first interfaces like AI chat tools. ### What is the “open web” in advertising? The open web is a universe of independent publishers and digital media sites that exist outside of closed platforms like Google or Meta. Advertisers use native and programmatic ads here to reach users in environments where the brand controls the landing experience. --- ### How D2C Brands Can Run CTV as a Successful Performance Channel URL: https://www.taboola.com/marketing-hub/ctv-for-d2c-brands/ Last Modified: 2026-06-11 06:53:53 The era of cheap Facebook audience acquisition is officially over. CPMs are up, audiences are saturated, and the incremental return from Meta campaigns is shrinking every quarter. Connected TV (CTV) has been on the radar of many brands as a natural progression channel from search and social, but performance marketers are often wary of this leap when clicks and last-touch conversion have been the priority. What was once an exclusively brand-awareness channel, though, has evolved into a performance TV advertising option that can generate measurable, lower funnel results when approached with a strategic mindset and the right infrastructure. ## 4 Strategies for D2C Brands to Run CTV as a Performance Channel ### 1. Solve the Cookie-Less Attribution Problem For most performance marketers, the biggest concern around CTV is attribution. It’s a legitimate concern: CTV ads run on shared household televisions, carry no cookies, and can’t be clicked. When a conversion happens, there’s no pixel firing, no UTM parameter, no direct signal to connect that purchase back to the TV impression. This is the central CTV measurement challenge — closing the loop between living room ad exposure and a purchase on a personal device. The primary way to overcome this is to use IP-based identity matching, where a connected household IP that’s used to receive the CTV impression is later used to make a website visit or a purchase. It’s not click-level precision, but it’s a credible and widely used attribution option. Beyond IP matching, cross-device attribution can be strengthened using third-party identity graphs that put together household device clusters using hashed email addresses, login data, and other deterministic signals. These allow you to follow the user’s journey from TV exposure to mobile browsing to desktop checkout with a higher level of confidence. One platform built to close this gap is Realize. Using advanced audience matching to retarget users across personal devices after a CTV exposure, Realize leverages a network of over 9,000 premium open web publishers to follow up a TV impression with relevant, action-oriented advertising. Partnerships with major streaming platforms like Paramount mean that CTV exposure can now be directly linked to downstream sign-ups or purchases, within a single attribution view. Complementing identity-based attribution, incrementality testing offers another layer of CTV proof. By splitting your audience into exposed and holdout groups and comparing their conversion rates, you can measure the true lift of your CTV campaign, independent of other channels. Branded search lift — tracking whether CTV-exposed households show increased branded searches in the days post exposure — is a lighter version of the same principle, which can be set up without a major measurement infrastructure investment. ### 2. Overcome Audience Fragmentation With Programmatic Buying Unlike walled garden systems like Meta, CTV inventory isn’t a single place you go to buy ad space. Roku, FireTV, Apple TV, Peacock, and more all have their own ad stack, audience identifiers, and frequency logic. For brands used to the unified simplicity of Meta, the fragmentation here can feel daunting. The solution is programmatic TV buying through a Demand Side Platform (DSP). A DSP aggregates inventory across the CTV ecosystem, letting you buy audiences rather than just placements. Instead of negotiating separate deals with individual streaming apps, you define your target audience (demographics, purchase intent, content preferences, etc.) and let the DSP find those people wherever they’re watching. This is the most efficient and effective method, especially for brands without dedicated media buying teams. Programmatic TV also gives you first-party data activation. Your existing customer list can be uploaded into a DSP and used for suppression, so you’re not wasting CTV budget on retargeting those who have already purchased, and for lookalike modeling, where you can build audiences that mirror your best customers’ profiles. This is the CTV equivalent of Meta’s custom audience feature and lookalike audience functionality, and it’s one of the features that makes OTT advertising for D2C brands a more viable performance channel. Incremental reach is the key here — you’re not just re-reaching the same people you’re already targeting on search and social. CTV lets you extend your reachable audience to cord-cutters and streaming-first households that are largely invisible on digital channels. ### 3. Produce Performance Grade Creative on a Budget One of the most persistent myths about CTV is that it requires TV-level production budgets to create a decent ad. It doesn’t, but it does require a different creative approach than what you’re used to on social. For most D2C brands, your existing social video assets are a great starting point. Short-form social content can be adapted for CTV by extending the runtime to around 15-30 seconds, adding a clear verbal and visual call-to-action. Including a branded URL or QR code that gives users a direct path to action can also work well. The storytelling rhythm that works on social needs to be slowed a little for this format, but the core message and visual identity can carry over seamlessly. The creative framework that typically works best on CTV is problem > solution > proof. Open with a relatable pain point your customer has, then introduce your product as the solution, closing with social proof like a customer result, a before and after, or some kind of credibility signal. This structure works in 15 seconds and scales to 30, so you have options. It’s direct response logic applied in a television format, and what separates CTV ads that drive D2C CTV campaigns with measurable outcomes from ones that simply look good but do nothing. While it’s tempting, resist the urge to run a pure brand spot to “be on the big screen.” The point of performance CTV is that every impression should be working for you. Build creative that tells viewers exactly what to do next and you’ll end the campaign with a measurable signal, rather than only vague brand recall. ### 4. Scale Spend Without Destroying CPA (the Frequency Trap) CTV’s fragmented inventory landscape can quickly create a budget-burning environment due to uncontrolled frequency. Without a centralized mechanism to track how many times a given household has seen your ad across different apps and publishers, it’s entirely possible to serve the same viewer your 30-second spot a dozen times in a single week. Each of those redundant impressions costs and none of them are moving the viewer closer to a purchase. This is where frequency capping becomes not just a best practice, but a financial necessity. The goal is to set a universal household-level cap, usually around three to five exposures a week, that applies across your entire CTV buy, regardless of app or publisher. Enforcing a cross-platform frequency cap requires that you either run all your CTV buys through a single DSP with universal frequency logic, or use an identity solution that can recognize the same household across different inventory sources. Neither is a perfect solution, but even partial control is better than none. Beyond protecting against waste, frequency management directly impacts your CTV ROAS. Campaigns that run without caps tend to see CPA inflate over time as the same households get over-served, while untouched audiences go unreached. Keeping your frequency capped preserves budget for genuinely new impressions, expands your effective reach, and works on decreasing CPA as your campaign matures. ## Key Takeaways CTV is no longer a channel you add to a media plan for brand awareness and hope for something more. Instead, with the right identity infrastructure, it can function as a conversion source that reaches audiences your existing channels can’t. The problems of attribution can at least be partially solved with IP-based matching, identity graphs, and incrementality testing, while inventory fragmentation can be avoided through DSP-based programmatic buying. Instead of thinking of CTV as a standalone channel, it should be used as a top of funnel acquisition tool that works alongside your search and social retargeting. As the costs on these channels continue to rise, brands building CTV campaigns (and knowing how to measure and test on this platform) will be the ones who succeed long term and have an acquisition advantage in the next wave of social inflation. ## Frequently Asked Questions (FAQs) ### How can DTC brands measure CTV performance effectively? The most practical approach is IP-based cross-device attribution with incrementality testing. This lets you quantify the actual life your CTV campaigns are driving, while connecting households to visits or purchases. Combining these approaches gives a credible performance picture without requiring click-level data. ### Is CTV advertising too expensive for small D2C brands? Not with programmatic buying. Unlike traditional television, which requires a large upfront commitment, programmatic CTV lets you set your own budget, define your audience precisely, and pay only for impressions that reach households of your target profile. This dramatically reduces wasted spend, so it’s ideal for brands with smaller budgets. ### What is the ideal frequency for a CTV campaign? Most CTV performance marketers find that three to five exposures a week per household is the sweet spot between building recall and triggering fatigue. Below that, viewers won’t retain enough information to act. Above, you’re spending money on impressions that annoy people who have already made a decision about your brand and product. --- ### What is Supply Path Optimization? Understanding SPO URL: https://www.taboola.com/marketing-hub/supply-path-optimization/ Last Modified: 2026-06-10 10:44:27 Ever feel like your ad budget is a traveler trying to get from Point A to Point B, but every time it takes a turn, a mysterious toll booth appears? In the programmatic advertising world, intermediaries, hidden fees, and confusing detours clutter that journey. If you’ve ever looked at your reporting and wondered why your working media isn’t working as hard as it should, you’re ready to talk about supply path optimization (SPO). Think of SPO as the Marie Kondo of digital advertising. It helps you declutter your supply chain, keeping only the paths that “spark joy” — or, in this case, deliver actual value. No more paying fees to intermediaries who aren’t pulling their weight. No more duplicate auctions consuming your budget. Only clean, efficient routes to quality inventory so that your dollars actually reach the destination: your audience. ## What Is Supply Path Optimization? Digital advertisers use SPO to find the most direct, cost-effective, and transparent route to buy digital ad space. This strategy helps advertisers find supply-side platforms (SSPs), ad exchanges, and publishers that deliver the best bang for the buck. In the early days of programmatic, we thought more paths were better. If you could buy an ad on a premium site through five different exchanges, why not? Header bidding changed the game, though. Suddenly, publishers could offer the same impression through multiple SSPs simultaneously. Advertisers found themselves bidding against themselves, for the same impression, multiple times. SPO emerged as the solution. In lieu of participating in every auction, savvy advertisers began mapping out the paths that actually delivered unique value. They began consolidating partners, eliminating redundancies, and focusing spend where it mattered most. Boiled down, SPO helps you make choices: Which auctions should you participate in and which should you skip? This supply-chain strategy removes unnecessary layers while preserving and improving access to quality inventory. ## Why SPO Matters: Benefits for Advertisers and Publishers The modern programmatic supply chain has a lot of bloat. Studies suggest up to 15% of every programmatic dollar vanishes into hidden fees, redundant tech layers, and inefficient routes. ### Cost Efficiency and Spend Optimization Do you know what happens if you bid through five different SSPs for the same impression? You’re potentially paying five different fees because everyone gets a cut. It makes sense, then, to eliminate redundant paths and reroute your budget toward actual impressions. ### Transparency and Control SPO shows where your ads appear, who’s handling them, and where your money goes. It also tells you: - Which SSP delivers the best cost per mille (CPMs). - Where the hidden fees hide. - Whether you’re paying for bot traffic. ### Better Inventory Quality and Fraud/Risk Mitigation Your supply chain is only as strong as your weakest SSP. One sketchy partner can expose your entire campaign to fraud, brand safety issues, or low-quality placements that tank your performance. SPO acts as your quality filter, scrutinizing supply partners and eliminating those prone to fraudulent activity (think bot traffic, domain spoofing, or click farms), dramatically reducing your risk. ### Improved Data Fidelity and Performance Here’s something most marketers don’t often think about: every hop an impression takes through the supply chain degrades data quality. Critical metadata, like page context, user signals, and viewability information, gets lost or distorted with each additional intermediary. Poor data means poor targeting. Poor targeting leads to wasted spend and missed opportunities. SPO preserves data fidelity by minimizing hops between advertisers and publishers. The fewer the intermediaries that touch your impression, the cleaner your signals. Better data means better optimization, more accurate bidding, and stronger campaign performance. ## How SPO Works: Mechanics and Key Considerations SPO isn’t magic. It’s methodology. The process starts with data collection and analysis, usually involving an algorithm or set of manual rules that evaluate SSPs and look at: - Auction mechanics: Is this exchange running a fair second-price auction? Is it slower than molasses, causing you to miss an auction entirely? - Fees: How much are they taking off the top? - Unique access: Does this path give me something I can’t get elsewhere? Once you gather this intel, you rank your supply partners. Prioritize the best performers — those offering direct publisher relationships, transparent pricing, quality inventory, and strong fraud protection. Renegotiate or cut the underperformers. Now, some advertisers take a conservative approach. They consolidate to a handful of proven SSPs and call it a day. Others embrace artificial-intelligence (AI)-driven optimization, letting algorithms continuously evaluate paths and shift spend dynamically, based on performance. The most sophisticated advertisers set guardrails through preferred supply lists while allowing machine learning (ML) to find efficiencies within those parameters. ### Key Considerations Include: - Auction mechanics: Know whether the SSP is running a second-price vs. a first-price auction. You’ll pay slightly more if you’re bidding in a second-price auction. - Data leakage: Some platforms leak information that can increase costs, especially if your SSP shares bid data with competitors. SPO helps you identify and avoid these partners. - Resellers vs. direct relationships: An SSP with direct publisher integrations typically offers better value than one reselling another exchange’s inventory. - Signal quality: Platforms with code-on-page integrations capture richer signals than those that rely on header bidding wrappers or other indirect connections. This capability matters a lot for AI optimization. ## Challenges and Limitations of SPO SPO’s biggest risk is over-optimization. Cut your supply paths too aggressively, and you limit scale because you’ve got fewer options to explore and might miss something. Finding the sweet spot between efficiency and reach requires constant calibration. You need enough paths to maintain scale and discovery, but not so many that redundancy and waste creep back in. Another challenge is incomplete transparency. Identifying legit direct relationships isn’t always straightforward, especially when exchanges access publishers through header bidding wrappers or other intermediary tech. Communication gaps also complicate matters. Buyers doing SPO in isolation with no input from publishers or SSPs may fall short of goals. Publishers have preferences, too (that’s demand path optimization, or DPO). Misalignment can create inefficiencies neither party intended. A caveat: SPO isn’t a set-it-and-forget-it solution. The programmatic landscape shifts constantly. Publishers change partners. SSPs adjust fee structures. New fraud schemes emerge. The best supply path today might fall short tomorrow. ## When (and How) to Use SPO Prioritize SPO whenever you’re running complex programmatic campaigns (especially if you plan to scale). It’s particularly valuable if you: - Notice unexplained cost increases. - See inconsistent performance across similar campaigns. - Have limited visibility into where your ads actually run. - Suspect you’re paying for duplicate impressions. These are all red flags insisting you need a supply path analysis. If you’re in a regulated industry or care about adjacency (and you should), SPO helps ensure your ads only appear through vetted, trustworthy partners. Use SPO proactively, not reactively. Don’t wait until you’ve blown through budget on underperforming inventory. Make it part of your campaign planning process from the start. ## How to Implement a Supply Path Optimization Strategy ### 1. Inventory and Supply Audit Start by auditing your current programmatic setup. Identify which exchanges are delivering your top-performing impressions. Document the relationships: is this SSP directly integrated with publishers, or is it reselling through another exchange? Look for duplicate access — are you reaching the same publishers through multiple SSPs? That’s your first optimization opportunity. ### 2. Performance and Risk Assessment Data time! Analyze historical performance across all supply paths. Calculate key metrics for each SSP: - Win rate. - Average CPM. - CTR and conversion rates. - Viewability scores. - Fraud/invalid traffic rates. Assess qualitative factors, too: - How transparent are each partner’s fees? - How quickly does each partner close auctions? - Do they provide adequate reporting? - Have they had any recent brand safety incidents? ### 3. Build a Preferred Supply List/Blue List Create a whitelist of trusted partners. Focus on direct relationships and transparent exchanges. - Tier 1 (blue list): Your best performers — direct publisher partnerships, transparent pricing, quality inventory, and strong fraud protection. Prioritize these partners in your bidding strategy. - Tier 2: Solid performers with a little room for improvement or specific use cases where they excel. You’ll keep using them, but may negotiate better terms or apply stricter targeting. - Tier 3: Underperformers or redundant paths. You might reduce or cut these candidates. ### 4. Leverage Tools or Platforms with SPO Support Don’t go it alone. Modern DSPs and advertising platforms offer SPO features, including: - Automated path optimization based on performance. - Transparency reports showing supply chain details. - Built-in fraud detection and brand safety tools. - Direct publisher integrations. If you’re managing multiple DSPs, consider consolidating wherever possible. Fewer platforms mean better data, clearer insights, and more leverage in negotiations. ### 5. Monitor, Measure, and Iterate As I mentioned previously, SPO isn’t once-and-done. Set up regular reviews and track how your optimizations impact key metrics: - Are CPMs decreasing without hurting reach? - Is inventory quality improving (higher viewability, lower fraud)? - Are conversion rates stable or improving? - Is brand safety incident rate declining? A caveat: a supply partner performing well today might falter tomorrow. New partners with better access might appear. Market conditions shift. Stay agile. ## Key Takeaways Supply path optimization (SPO) is the shortest distance between budgets and customers, helping to eliminate redundancies, reduce intermediaries, prioritize transparency, focus on quality over quantity, and continuously optimize based on performance data. SPO also helps you reclaim control over advertising spend. Whether you manage campaigns across multiple DSPs or use an integrated platform like Realize, you’ll cut costs, improve performance, reduce fraud risk, and gain the transparency necessary for making informed decisions. ## Frequently asked questions (FAQs) ### How do I know if SPO is necessary for my campaigns? SPO is most valuable when you want to improve transparency, reduce intermediary fees, ensure high-quality inventory, and optimize spend efficiency. It’s particularly relevant for programmatic campaigns with multiple SSPs or complex supply chains — basically any campaign beyond very basic, small-scale efforts. Clear signs you should prioritize SPO: unexplained cost increases, inconsistent performance, brand safety issues, or an inability to tell where your ads are running. ### What are the risks of not implementing SPO in programmatic buying? Without SPO, campaigns often stress their budgets by paying multiple resellers for the same inventory. The result is wasted spend, higher exposure to low-quality/fraudulent inventory, and opacity in reporting and performance metrics. Skip SPO considerations, and you risk: - Less than optimal content distribution paths. - Inefficient budget allocation. - A reduced ability to monitor content delivery across preferred supply sources. ### How often should I review or adjust my supply paths? Don’t set-and-forget. Schedule formal audits and adjustments based on performance data, inventory changes, and shifts in market dynamics. Conduct monthly deep-dive reviews and consider weekly check-ins for large campaigns or during critical periods (like the holiday shopping rush). The goal is catching expensive leaks before they drain your budget and jumping on new, high-performing paths when they appear. --- ### 8 Performance Advertising Platforms for Financial Services URL: https://www.taboola.com/marketing-hub/performance-advertising-platforms-financial-services/ Last Modified: 2026-06-10 10:33:14 Financial services marketers face tough competition online. It’s expensive to acquire new customers, the industry is highly regulated, and conversion cycles are longer than in most other industries. In other words, people take more time to make financial decisions. At the same time, traditional growth channels like search and social media are becoming crowded and harder to stand out in. As a result, lenders, insurers, fintech companies, and wealth managers are exploring new performance advertising opportunities across the open web. Choosing the right performance advertising platform can be challenging, though. It’s no longer just about reach: The platform needs to be precise and compliant, while delivering measurable outcomes. Below, you’ll find a list of the most widely used platforms for financial services advertisers who are looking to generate qualified leads, scale acquisition efficiently, and maintain control over brand safety and performance optimization. ## 8 Performance Advertising Platforms for Financial Service Advertisers Compared Platform Why It’s essential Core Use Cases and Supporting Features Best for (Financial Niches) Pricing Model 1. Realize Open-web performance platform with AI optimization and publisher partnerships for conversion outcomes. Performance targeting beyond search/social; native, display, vertical video; conversion-focused AI bidding; advanced audience targeting. Lead gen for lenders, wealth management, and banking conversion campaigns. Performance-based model; campaigns billed on cost-per-click (CPC) basis, or cost per mille (CPM) for programmatic. 2. Google Ads A leading ad platform that offers advanced targeting tools and powerful automation features. Search, display, and YouTube advertising with intent signals, audience segmentation, automated bidding strategies, and robust conversion measurement tools. Personal loans, credit card signups, and insurance quote generation. CPC, cost per acquisition (CPA), and automated Smart Bidding models. 3. Microsoft Advertising Search platform with strong professional audience reach and lower auction competition compared to Google. Search and audience ads are enhanced by LinkedIn profile targeting, demographic segmentation, and business-focused intent signals. Investment firms, B2B financial services, advisory, and retirement planning campaigns. CPC or CPA bidding structures. 4. PropellerAds Global traffic network that supports multiple ad formats and helps businesses scale customer acquisition campaigns. Push notifications, popunder ads, native placements, and device-level targeting are supported by automated optimization tools and reporting dashboards. Forex offers, trading platforms, and international credit campaigns. Self-serve CPC and CPM pricing. 5. ROIads Focused on driving conversions, with detailed bid controls and AI tools that help improve campaign performance. Push and pop traffic formats combined with detailed targeting by geography, browser, and device, supported by automated optimization rules. Loan lead generation and fintech mobile acquisition campaigns. CPC or CPM with minimum funding requirements. 6. Adsterra Multi-format ad network offering broad global reach with built-in fraud protection and targeting flexibility. Native, banner, popunder, video, and social-style ad units supported by anti-fraud systems and customizable targeting layers. Financial publishers and global lead generation campaigns. CPC, CPM, or CPA, depending on campaign structure. 7. RichAds Performance-focused ad network that offers detailed optimization controls and precise campaign filtering. Push, native, and pop formats with automated optimization rules, micro-bidding, and detailed analytics dashboards. Credit offers, lending funnels, and investment sign-up campaigns. CPC or CPM with deposit requirements. 8. HilltopAds Built for audience targeting and global reach, with a strong focus on user privacy. Multiple ad formats supported by anti-ad-block technology and international traffic monetization capabilities. Small-to-mid-sized financial campaigns targeting emerging markets. CPC and CPM pricing models. ### 1. Realize Why it’s essential: Realize is an AI-powered performance platform that helps financial services brands reach high-intent customers across the open web by leveraging predictive matchmaking and deep contextual targeting. It serves as a comprehensive hub for scaling campaigns beyond social media, using real-time signals to connect advertisers with users who are actively researching financial products on premium news and business sites. In the context of financial services, you would use Realize to drive lower-funnel actions such as credit card applications, insurance quotes, or mortgage inquiries, while maintaining strict brand safety and compliance. The platform is used to automate complex bidding strategies and transform existing marketing assets into high-performing native or motion ad formats that blend seamlessly into trustworthy editorial environments. Showcased features: - Automated Maximize Conversions bidding strategy that uses real-time signals to prioritize spend on opportunities most likely to convert. - High-intent targeting that allows brands to reach users who have recently searched for specific financial terms across the open web. - Select, a brand suitability solution that ensures campaigns run exclusively on a curated, Made for Advertising (MFA)-free ecosystem of premium, high-tier publishers. - Gen-AI landing page tool (currently in Beta) that builds campaign-ready, localized advertorial landing pages designed to capture attention and drive conversions in specific markets. - Automated SpendGuard algorithm that improves efficiency by identifying and blocking under-performing sites in real time to minimize wasted budget. - Contextual targeting that places ads alongside relevant editorial content, such as personal finance or banking articles, without relying on cookies or personal identifiers. Best for: Realize is ideal for high-consideration financial services brands (such as insurance, banking, and mortgage lenders) that require a balance of scale and precision. It’s particularly helpful for organizations with limited internal AI support that need automated tools to manage the complexities of open-web prospecting, while ensuring their ads only appear in trusted, brand-safe environments. Pricing model: Performance-based model; campaigns billed on a CPC basis, or CPM for programmatic. Pros: - Leverages predictive algorithms to achieve, on average, 15% lower CPA and 50% higher conversion rates through automated bidding. - Provides robust brand safety through certifications and curated premium publisher lists, ensuring ads appear next to reputable financial news. - Audience targeting capabilities include retargeting segments, predictive segments, wide scale of Taboola 1P and 3P audiences, search keyword, and mail domain targeting to reach relevant finance-specific audiences. Cons: - Privacy regulations and compliance for finance advertisers can put constraints on pixel implementation, which is required across key steps in the advertiser's funnel to optimize campaigns. - High-performance features like Maximize Value or the Performance Simulator often require a learning phase and a baseline of conversion data to be effective. - Certain high-intent targeting tools, such as Mail Domain and Search Keyword targeting, are currently restricted to specific global markets. ### 2. Google Ads Why it’s essential: Google Ads remains one of the most important acquisition channels for financial services marketers because it captures users at the exact moment of intent. When someone searches for terms related to loans, insurance, investing, or credit products, they are often already deep in the decision-making process. This makes Google Ads particularly effective for bottom-funnel performance advertising where conversion likelihood is high. For financial brands, the platform serves as both a demand-capture engine and a testing ground for messaging. Advertisers can quickly validate offers, landing pages, and value propositions before expanding into broader channels, such as the open web. Showcased features: - Combines search, display, and video advertising within a single platform. - Uses machine learning optimization to improve campaign performance. - Adjust bids dynamically based on signals such as device type, time of day, user behavior, historical campaign performance, etc. - Offers advanced conversion tracking to measure results more accurately. - Enables detailed audience segmentation for better targeting. - Includes remarketing tools to re-engage potential customers over time, which is ideal for financial products with longer decision cycles. Best for: Google Ads is particularly effective for high-intent acquisition campaigns, such as personal loan applications, credit card sign-ups, insurance quotes, and refinancing inquiries. Financial companies with strong landing page experiences and compliance-ready messaging typically see the strongest results. Pricing model: Campaigns typically operate on CPC or CPA bidding, with Smart Bidding automating optimization toward defined conversion goals. Pros: - Extremely strong intent targeting driven by user search behavior, often producing high conversion rates for financial products. - Advanced machine learning bidding strategies continuously optimize toward conversion goals using large-scale data signals. - Deep integration with analytics, CRM platforms, and attribution tools enables sophisticated performance measurement. Cons: - Finance-related keywords are among the most expensive in digital advertising, increasing customer acquisition costs. - Heavy competition can make scaling difficult without strong landing page optimization and conversion infrastructure. - Increasing automation reduces manual transparency into bid decisions and optimization logic. ### 3. Microsoft Advertising Why it’s essential: Microsoft Advertising reaches a distinct audience segment that often differs from Google’s user base, including professionals and older demographics with higher average household income. For financial services advertisers, this can translate into higher-quality leads, particularly for investment and retirement-related products. Because competition tends to be lower than on Google, advertisers frequently find opportunities to achieve comparable results at reduced CPC levels. Showcased features: - Integrates with LinkedIn profile data for enhanced audience targeting. - Allows targeting based on company, industry, job function, etc. - Creates strong opportunities for promoting financial advisory services, institutional financial products, and B2B financial solutions. - Easy to adapt to the platform as campaign management tools closely resemble Google Ads. - Supports campaign imports from Google Ads for faster setup and scaling. - Adds extra demographic targeting layers to refine audience reach. Best for: Investment advisors, wealth management firms, retirement planners, and B2B financial services providers seeking professional audiences. Pricing model: Primarily CPC-based bidding with automated optimization options. Pros: - Typically has a lower CPC than Google Ads due to lower competition. - LinkedIn profile targeting enables precise segmentation by profession, industry, and company attributes. - Strong desktop usage and professional audience demographics often improve lead quality for financial services. Cons: - Smaller overall search volume limits large-scale campaign growth. Fewer third-party tools and ecosystem integrations compared to Google’s advertising stack. - Performance can vary significantly depending on geography and audience segment. ### 4. PropellerAds Why it’s essential: PropellerAds provides access to a large global inventory base, enabling financial advertisers to expand their reach beyond traditional search-driven environments. This is especially useful for campaigns targeting international markets or emerging financial audiences where search demand may be limited. The platform enables advertisers to test acquisition strategies quickly across multiple traffic sources and formats. Showcased features: - Supports multiple ad formats, including push notifications, popunder ads, native ads, and in-page ad formats. - Includes automated optimization tools. - Real-time reporting for ongoing performance tracking. - Advanced targeting options based on device type, geographic region, operating system, etc. - Automation tools support bid optimization and traffic filtering. - Campaigns automatically improve over time as performance data builds. Best for: Forex platforms, trading services, and global fintech campaigns focused on high-volume user acquisition. Pricing model: Self-serve campaigns operating on CPC or CPM pricing. Pros: - Access to large global traffic volumes allows for rapid campaign scaling and international expansion. - Multiple ad formats allow advertisers to test different acquisition strategies quickly. - Self-serve platform enables fast campaign launches and flexible optimization. Cons: - Traffic quality may vary widely depending on the targeting setup and optimization experience. - Some ad formats may require careful brand-safety considerations for regulated financial advertisers. - Requires active monitoring and optimization to maintain consistent lead quality. ### 5. ROIads Why it’s essential: ROIads focuses heavily on performance efficiency, positioning itself as a platform for direct-response marketers seeking granular control over campaign outcomes. Financial advertisers looking to optimize toward measurable conversions often use it to refine acquisition funnels. Its structure emphasizes optimization over reach alone, appealing to advertisers who prioritize return on investment (ROI) over brand exposure. Showcased features: - Supports push notification and pop traffic ad formats. - Uses AI-assisted bidding to help optimize campaign performance. - Offers micro-targeting capabilities for more precise audience reach. - Segments audiences based on browser, device, geography, and user environment. - Automated rules adjust bids using real-time performance signals. - Dedicated account support for campaign guidance. - Optimization recommendations to help improve results as performance data grows. Best for: Loan lead generation, fintech app installs, and conversion-driven acquisition campaigns. Pricing model: CPC or CPM campaigns with minimum deposit requirements. Pros: - AI-assisted bidding and micro-targeting provide strong control over conversion-focused campaigns. - Detailed targeting options allow advertisers to refine audiences at a granular level. - Dedicated account support can help optimize campaigns more efficiently. Cons: - Limited ad format variety compared to larger performance advertising platforms. - Minimum deposit requirements may create barriers for smaller advertisers. - Scaling potential may depend heavily on the availability of niche traffic. ### 6. Adsterra Why it’s essential: Adsterra provides a versatile advertising environment that combines global reach with multiple ad formats, allowing financial advertisers to diversify acquisition strategies. Its flexibility makes it useful for campaigns operating across multiple regions or audience segments. The platform is often used to complement primary acquisition channels by introducing incremental traffic sources. Showcased features: - Supports native, banner, video, and social-style ad formats. - Includes anti-fraud technology to help protect campaign quality. - Customizable targeting controls for audience refinement. - Reporting dashboards with performance insights. Best for: Financial content publishers, affiliate-driven finance campaigns, and international lead generation initiatives. Pricing model: Supports CPC, CPM, and CPA structures depending on campaign setup. Pros: - A wide variety of ad formats supports a diverse range of acquisition strategies. - Global reach enables advertisers to quickly expand into new markets. - Built-in anti-fraud technology helps improve traffic reliability. Cons: - Performance consistency may require ongoing manual optimization. - Some traffic sources may produce lower-quality leads without careful filtering. - Interface and reporting tools may feel less advanced compared to enterprise platforms. ### 7. RichAds Why it’s essential: RichAds positions itself as a performance-oriented advertising network designed for advertisers who want strong optimization controls and detailed campaign visibility. Financial marketers often use it for scalable testing environments focused on measurable outcomes. Its emphasis on filtering and performance analytics helps advertisers refine traffic sources over time. Showcased features: - Supports push, native, and pop ad formats. - Automated rules to help manage and optimize campaigns. - Micro-bidding capabilities for more precise bid control. - Offers a performance analytics dashboard for tracking results. - Adjust campaigns automatically based on conversion trends and traffic behavior. - Optimization filters help remove underperforming audience segments. - Prioritizes higher-value audiences to improve overall campaign performance. Best for: Credit offers, lending funnels, and investment signup campaigns focused on direct response results. Pricing model: CPC or CPM models with minimum funding thresholds. Pros: - Advanced optimization tools (such as automated rules and micro-bidding) enhance campaign control. - Detailed performance analytics help advertisers identify profitable traffic segments. - Designed specifically for performance marketers focused on measurable outcomes. Cons: - A steeper learning curve for advertisers unfamiliar with performance traffic networks. - Limited brand-building formats compared to native or premium publisher environments. - Requires sufficient testing budget to identify high-performing segments. ### 8. HilltopAds Why it’s essential: HilltopAds provides global advertising reach with a focus on audience segmentation and privacy-conscious distribution. Financial advertisers expanding into new markets often use it to access traffic beyond traditional Western advertising ecosystems. Its infrastructure supports campaigns targeting diverse geographic regions. Showcased features: - Supports multiple ad formats. - Includes anti-ad-block technology to maintain ad delivery in restricted environments. - Offers targeting based on geographic location and device type. - Supports international campaign expansion with global targeting. - Offers regular payouts for predictable payment cycles. Best for: Small to mid-sized financial campaigns targeting global audiences or emerging markets. Pricing model: CPC and CPM. Pros: - Global inventory allows advertisers to reach audiences in emerging and underserved markets. - Anti-ad-block technology helps maintain delivery rates across challenging environments. - Flexible pricing models make it accessible for smaller campaigns. Cons: - Fewer advanced automation and AI optimization features compared to larger platforms. - Limited premium publisher inventory may affect brand perception for financial advertisers. - Campaign performance may require more manual oversight and testing. ## More About Performance Advertising for Financial Services ### Top Ad Networks for Financial Services Lead Generation To effectively generate financial services leads, you’ll need to work with advertising platforms that can balance reach with accurate targeting. Unlike e-commerce ads, financial decisions usually involve more research and longer decision timelines. Platforms that combine contextual targeting, intent signals, and predictive optimization tend to perform best because they reach users while they are actively considering options, not just casually browsing. Open web advertising platforms are increasingly used alongside search campaigns, helping advertisers reach users earlier in their research journey. This expands customer acquisition opportunities beyond traditional keyword-based advertising. ### Which Advertising Channels Have the Best ROI for Finance Companies? Search advertising has traditionally delivered strong ROI because users show clear intent when searching for financial products. However, growing competition has driven up acquisition costs. Native advertising and open web placements often offer more efficient scaling because they create new demand, instead of competing only for existing search traffic. The most successful financial advertisers use a mix of channels, combining search campaigns to capture intent with open web campaigns focused on discovery and ongoing engagement. ### Compliance Rules for Advertising Financial Products Financial advertising must follow strict regulations that vary by region. Advertisers need to ensure disclosures are clear, claims are properly supported, and targeting methods follow privacy laws. Platforms with contextual targeting and brand safety controls help reduce compliance risks by placing ads in trusted environments. Clear messaging and transparent landing pages are important not only for compliance, but for building and maintaining user trust. ### Key Performance Indicators for Financial Services Advertising Campaigns Unlike retail campaigns that focus on immediate purchases, financial marketers often track results further down the customer journey. Metrics such as cost per qualified lead, approval rate, customer lifetime value (CLV), and funded account conversions are usually more important than total lead volume. Accurate conversion tracking, often supported by CRM integrations, is essential for optimizing return on ad spend. ### How to Target High-Net-Worth Individuals With Digital Ads Reaching affluent audiences requires a mix of contextual placement and behavioral signals. Advertising within premium publisher environments, investment-focused content, and professional audience segments often performs better than relying only on demographic assumptions. Placing ads alongside financial news or investment analysis content can signal strong intent without using personal identifiers. ### Cost of Advertising on Google Ads for Finance Keywords Finance keywords are consistently among the most expensive in paid search due to intense competition and high CLV. Keywords related to mortgages, insurance, and credit products often have very high CPC rates. Because of this, strong conversion rate optimization and high-quality landing pages are essential for maintaining profitability. ## Key Takeaways Performance advertising in financial services requires both precision and flexibility. No single platform solves every customer acquisition challenge. Search platforms capture intent, open web solutions expand reach, and performance networks provide scalable environments for testing campaigns. The most effective strategy combines multiple platforms aligned with specific campaign goals. Advertisers that diversify beyond traditional channels while maintaining strong performance measurement systems are better positioned to control acquisition costs and scale sustainably. ## Frequently Asked Questions (FAQs) ### What are the best channels to reach high-intent finance prospects beyond search and social? Open web advertising platforms, contextual native placements, and premium publisher networks are increasingly effective for reaching users actively researching financial decisions outside traditional search environments. ### How can AI and first-party data improve conversion for financial services campaigns? AI systems analyze behavioral patterns and optimize bidding in real time, while first-party data improves targeting accuracy and measurement reliability. Together, they enable more efficient budget allocation and stronger conversion rates than traditional audience-targeting methods. ### What are the best advertising platforms for a new mortgage broker? New mortgage brokers often benefit from starting with intent-driven platforms, such as search advertising, while gradually expanding into open web performance platforms that can scale lead generation once conversion tracking and messaging are optimized. --- ### 3 Ways to Master Creative Variation at Scale Using Realize URL: https://www.taboola.com/marketing-hub/creative-variation-at-scale/ Last Modified: 2026-06-10 10:21:15 Your competitors aren’t uploading ad creatives one by one. They’re deploying hundreds of variations across campaigns in minutes, testing new angles before lunchtime, and optimizing by the end of the day. If your team is still building ads manually, you’re not just wasting time, you’re falling behind. The Realize platform gives performance advertisers tools designed to close that gap. Built for mass ad customization and efficient user interface (UI) campaign management, it lets you launch, modify, and refresh massive volumes of creative without the busywork that slows everything down. Whether you’re an agency managing multiple accounts or a small- or medium-sized business (SMB) ready to scale creative variations, these three workflows will transform the way you do business. ## Creative Variations At Scale Using Realize: 3 Successful Strategies ### 1. Launching Mass Variations via Creative Bulk Upload The more campaigns you run, the more creative variations you need, and the less sense it makes to build each one by hand. That’s the logic behind the creative bulk upload CSV feature in Realize. Instead of entering ads individually, you prepare everything in one structured file and push the entire batch live at once. Here’s how it works. On the Create Ads page in your Realize dashboard, you’ll select the “Bulk Upload” option. From there, you choose which campaigns should receive the new creatives — and yes, you can select multiple campaigns at once. Then you upload the CSV file, which maps out the essential components of each ad: - Landing page URL: The destination page where each ad will drive traffic. - Title: The headline that appears alongside your creative. - Ad image: The thumbnail or visual asset tied to each variation. Once you upload the file, Realize automatically populates your campaign with the ads, URLs, and titles from your files. You review the results and hit submit. That’s it. Dozens or even thousands of variations are distributed across your campaigns in a single action. What makes this especially powerful is the flexibility of the template. Descriptions and call-to-action (CTA) buttons can be included in the creative bulk upload CSV for stronger engagement, but they aren’t required fields. This means you can get creatives live quickly, then circle back to optimize with additional copy elements later. For advertisers who need to test different headline angles, swap out landing pages for regional campaigns, or simply get a high volume of creatives into rotation, this feature turns what used to be hours of manual entry into a five-minute workflow. And, because you’re working from a structured template, the risk of human error — mismatched URLs, duplicated titles, or missing images — drops significantly. ### 2. Updating Live Ads with Excel Bulk Operations Launching creatives at scale is one thing. Keeping them updated is another challenge entirely. Campaign priorities shift, landing pages get refreshed, and seasonal messaging needs to rotate in and out. Without a system for making Ad ID bulk edits across your account, even small changes can eat up an entire afternoon. That’s where Realize bulk operations come in. This feature uses an Excel template that lets you modify existing campaigns and ads without rebuilding anything from scratch. The process starts from the same Bulk Upload section of Realize, where you can either download a blank template or export your current campaign data into a pre-filled spreadsheet. The real efficiency gain here is how updates work. When you’re modifying existing creatives, you don’t need to fill in every field. The template is designed so that: - For campaign updates, only the Campaign ID is required, alongside whatever field you want to change. - For ad-level changes, only the Ad ID is needed, plus the specific variable you’re updating. - For all other fields, no input is needed, since Realize will keep the existing values intact. This means if you need to swap out a landing page URL across 300 ads, you simply populate the Ad ID column and the new URL column. The same logic applies if you’re pausing a bunch of underperforming creatives, updating tracking codes, or changing ad titles for a new promotion. You can update multiple campaigns in Taboola’s Realize with a single file upload, rather than clicking through each one individually. Once you upload the completed Excel template, Realize processes the changes and generates a processing report. This step is critical and shouldn’t be skipped. The report flags any discrepancies — mismatched IDs, formatting errors, unsupported values — so you can catch and fix issues before they affect live campaigns. For advertisers who also need to update media assets in bulk, Realize supports uploading a ZIP file alongside your Excel sheet. The file names in the ZIP must match the references in your spreadsheet exactly, and the platform will link them automatically during processing. The Excel template ad updates workflow is especially valuable for agencies and larger advertisers who manage heavy creative rotations across campaigns, regions, or product lines within a single account. Instead of training team members on complex processes, you can standardize your updates in a single spreadsheet format that anyone can use. ### 3. Automating Continuous Variation with RSS Feeds CSV uploads and Excel templates are powerful for batch operations, but what about campaigns that need a constant stream of fresh content? If you’re an e-commerce brand adding new products daily, or a publisher promoting new articles every few hours, manually uploading each new item isn’t realistic. This is where RSS feed integration becomes your biggest time-saver. When you automate campaign items with RSS, every new page or article added to your feed is automatically converted into an active campaign item inside Realize. No manual uploads, no CSV formatting, no spreadsheet wrangling — just a continuous flow of fresh creatives pulled directly from your content. Here’s what makes that approach so effective: - New content goes live automatically: As soon as a new item appears in your RSS feed, it shows up in your Realize campaign without any action on your part. - Outdated content removes itself: If an item drops out of your feed — say, a product goes out of stock, or an article is archived — it’s removed from your campaign automatically. - Items stay active until the feed changes: Creatives synced via RSS continue running until you manually pause them, or they fall out of the feed. For best results, Realize recommends setting your RSS lookback period as far back as you can. Realize’s recommended best practice is to keep as many active items as possible running in your campaign, which gives the algorithm more creative variations to optimize against. More variations mean more data points, and more data points mean better performance over time. This hands-off approach is especially well-suited for content-driven advertisers — think blogs, news sites, affiliate publishers, or any brand with a frequently updated product catalog. Rather than treating creative uploads as a recurring task on your to-do list, RSS automation lets you set up the system once so that your content pipeline can do the rest. It’s worth noting that RSS feeds work best when your content is structured consistently. Each feed item needs a clear title, URL, and image for Realize to build an effective ad unit. If your feed is well-formatted, the transition from content publication to live ad is seamless. ## Key Takeaways Scaling creative variations doesn’t have to mean scaling your workload. By using the right combination of tools within the Realize platform, advertisers can move faster, test more, and optimize without burning hours on manual processes. Creative bulk upload CSV lets you launch thousands of ad variations across multiple campaigns in a single upload, eliminating one-by-one data entry. Realize bulk operations via Excel templates allow you to make targeted updates to live ads using only an Ad ID or Campaign ID, with no need to re-enter unchanged fields. RSS feed automation keeps campaigns stocked with fresh content automatically, syncing new pages and products directly into your campaigns in real time. Together, these three workflows give performance advertisers the speed and agility they need to stay competitive. Instead of spending time on logistics, you can focus on what actually moves the needle: strategy, creative testing, and results. ## Frequently Asked Questions (FAQs) ### Can I update existing campaigns using the Realize bulk operations feature? Yes. When you download the bulk operations Excel template, you can modify both campaigns and individual ads by entering the relevant Campaign ID or Ad ID alongside the specific field you want to change. Any fields that don’t need updating can simply be left blank, and Realize will preserve the existing values. After uploading your changes, always review the processing report to confirm everything was applied correctly. ### Do I have to include descriptions and CTAs in my bulk upload template? No. The creative bulk upload CSV template requires landing page URLs, titles, and images to process your ads, but descriptions and CTA buttons are optional fields. Including them can improve engagement and click-through rates, but they aren’t mandatory to get your creatives live. You can always add them later through individual edits or a follow-up bulk update. ### What is the fastest way to add new creatives automatically in Realize? Linking an RSS feed to your campaign is the most hands-off method available. Once the feed is connected, any new pages or articles added to it are automatically converted into active campaign items — no manual uploads required. The campaign dynamically reflects whatever is currently in your feed, so content that’s removed from the feed is also removed from the campaign. This makes RSS integration ideal for advertisers who publish new content frequently and want to keep their campaigns fresh without ongoing manual effort. --- ### Escaping the Black Box: How to Regain Control of Your AI Campaigns URL: https://www.taboola.com/marketing-hub/agentic-ai-campaigns-control/ Last Modified: 2026-07-06 08:43:46 AI has transformed campaign management, but speed and scale come with a catch. Hand the keys to a black-box AI solution, and you risk off-brand messaging, wasted spend, and audiences optimized for entirely the wrong signals. Currently, 60% of organizations have no way to terminate a misbehaving AI agent, and 63% can’t enforce limits on what those agents are authorized to do. For performance marketers, it's a cost per action (CPA) and return on ad spend (ROAS) problem.  Scaling fast only amplifies the damage. This guide shows where control breaks down, how to regain control of your AI campaigns, how to build the right guardrails, and what transparent AI campaign management actually looks like in practice. ## The Hidden Dangers of a Black-Box AI Solution AI-powered campaign management delivers real efficiency gains, but when the system making decisions is completely opaque, efficiency can quickly become a liability. A black-box AI solution is one where inputs go in, outputs come out, and the logic in between is invisible to you. For marketers, that means campaigns running on assumptions you can’t audit, creative optimizing toward signals you didn’t approve, and budget allocating itself based on criteria you’ll never see. The algorithm is working, just not necessarily for you. Three failure patterns show up consistently: ### Generic, off-brand output Without visibility into how content decisions are made, messaging drifts toward whatever the system has learned performs broadly. ### Disconnected customer journeys Black-box systems optimize individual touchpoints in isolation. The result is a funnel that converts on paper, but fragments the actual customer experience. ### Misaligned optimization targets Closed algorithms are built to maximize platform-level performance metrics. That’s not always the same as your CPA, your ROAS, or your long-term customer value. The deeper risk is structural. When you can’t see how decisions are made, you can’t course-correct before damage is done, and by the time poor performance shows up in your reporting, the budget is already spent. ## Reclaiming Your Data and Strategic Narrative Regaining control starts before the algorithm ever runs. It starts with who owns the inputs. Most black-box systems are built around your data, but processed in ways you can’t access or interrogate. Feed first-party data into a walled-garden platform without a clear strategic framework, and you’ve handed over more than targeting parameters — you’ve handed over your brand positioning. The fix isn’t to use less AI, but rather, to walk in with a stronger brief: ### Own your audience architecture Define segments from your own customer data, not platform-inferred proxies. ### Set messaging boundaries upfront Brand voice, claim hierarchy, and call-to-action (CTA) structure shouldn’t be left to algorithmic inference. ### Control the context Funnel stage, intent signals, and seasonal relevance all shape how the system optimizes. Define them, or the platform will. When the inputs are yours, the outputs become accountable. AI becomes a tool that executes your strategy, instead of replacing it. ## Establishing Crucial Guardrails for Campaign Safety Giving AI more autonomy without clear boundaries isn’t scaling, it’s gambling. AI marketing guardrails are what separate a system that works for your brand from one that works against it. Every AI campaign needs three categories of guardrail in place: ### Brand Compliance Rules Define what the AI can and cannot say. Documented tone guidelines, approved claims, restricted messaging territories, and creative boundaries it cannot cross regardless of predicted performance. AI brand compliance isn’t a creative preference, it’s a risk management function. ### Human-In-The-Loop AI Workflows and Checkpoints Not every decision needs human approval, but the high-stakes ones do. Budget reallocation above a set threshold, new audience segments, landing page variations: build mandatory review points into these moments before the system acts. That friction is the point. ### Hard Action Limits Spending caps, bid ceilings, audience exclusion lists, frequency limits. These are the non-negotiables that prevent runaway optimization from burning budget or damaging audience relationships. Set them before launch, not after something goes wrong. Remember, guardrails don’t limit what AI can do: they define the conditions under which it’s trusted to operate. ## Enter the Transparent Agent: Steering With Realize+ The alternative to a black-box AI solution is better visibility into how that automation makes decisions. Realize+ (in BETA) is built around the concept of algorithmic transparency, something that’s increasingly called a “glass-box” approach to AI campaign management. Every action the system takes is auditable, every optimization decision is explainable, and every output is traceable back to the rules you set. https://www.youtube.com/watch?v=QUYxkx8KFfg In practice, that means: ### Full Decision Visibility Realize+ surfaces why budget shifted, why a creative was prioritized, and why an audience segment was expanded, in plain language, not platform black-box logic. ### Guardrail-Native Architecture The guardrails you establish aren’t a layer on top of the system, they’re built into how it operates. Brand compliance rules, spending limits, and audience parameters are enforced at the decision level, not reviewed after the fact. ### Transparent Quality assurance built in Every campaign output is checked against your brand and compliance rules before it goes live, no manual review layer required. ### Explainable AI marketing in action Every campaign action generates a clear rationale. Teams can audit decisions, identify drift early, and course-correct without having to reverse-engineer what the algorithm did. With Realize+, AI doesn’t replace your judgment, it executes within it, with full transparency into every step it takes to get there. ## Key Takeaways AI campaign management is only as effective as the control structure around it. A black-box AI solution optimizes for outputs you can see but decisions you can’t, and that gap is where brand integrity and budget efficiency get lost. Regaining control starts with owning your inputs: first-party data, audience architecture, and messaging boundaries defined before the algorithm runs. Always remember, AI marketing guardrails aren’t optional safeguards, and spending caps, brand compliance rules, and human-in-the-loop checkpoints are structural requirements for running AI campaigns safely at scale. Transparent agent AI changes the equation. When every decision is auditable and every action is explainable, marketers stop reacting to what the algorithm did and start directing what it does next. Realize+ is built for this. It gives performance marketers the visibility, guardrails, and explainable AI marketing framework needed to scale campaigns without ceding control. The goal isn’t to unplug the AI, but to make sure you’re always the one holding the steering wheel. ## Frequently Asked Questions (FAQs) ### Why is a black-box AI solution dangerous for marketing? When you can’t see why the algorithm made a decision, you can’t catch off-brand messaging before it runs, identify why spend is being misallocated, or course-correct before the damage shows up in reporting. Closed systems also tend to optimize for platform-level metrics that don’t align with your CPA targets or brand objectives. Lack of visibility isn’t just a transparency issue, it’s a budget and compliance risk. ### What are AI guardrails in marketing campaigns? Guardrails are predefined rules that keep your AI system aligned with your business goals. In practice, they cover three areas: brand compliance rules that define what the AI can and cannot say; human-in-the-loop checkpoints that require approval before high-stakes actions; and hard limits on spending, bidding, and audience targeting. Together, they prevent the system from optimizing in directions you never approved. ### What is a transparent AI agent? A transparent agent is an AI system built on explainable AI principles. Unlike opaque models, it shows its reasoning, so marketers can trace every optimization decision back to the data and rules that drove it. Instead of asking, “Why did the algorithm do that?” you already know. That visibility is what makes AI campaign management auditable, adjustable, and safe to scale. ### How does Realize+ help regain control of campaigns? Realize+ replaces black-box logic with full decision visibility. Every optimization action is explainable, every campaign decision is traceable, and the guardrails you set are enforced at the system level, not reviewed after the fact. Marketers stay in control of strategic direction while Realize+ handles execution within the boundaries they define. It’s the difference between handing your campaigns to an autopilot and having a system that shows its work. --- ### 7 Campaign Scheduling Best Practices for Performance Advertisers URL: https://www.taboola.com/marketing-hub/campaign-scheduling-best-practices/ Last Modified: 2026-06-10 08:36:55 When it comes to digital advertising, timing is crucial to your results. Showing ads to the right people at the right moment is what separates campaigns that convert from ones that waste budgets. That’s where campaign scheduling best practices come in. By taking control of when your ads run, you can reach your audience during their highest-intent moments, pull back spend during low-performing windows, and get more from every dollar you invest. ## What Is Campaign Scheduling? Campaign scheduling, also known as dayparting, is a feature that gives advertisers greater control over their ad delivery schedule. Rather than running ads continuously, you define specific days and hours during which your ads are eligible to appear. This allows you to focus your budget and bids on the moments that matter most to your audience. ## Best Practices for Performance Campaign Scheduling ### 1. Start Broad to Gather Initial Data Before making any scheduling decisions, you need data. The best way to get it is to run your new campaigns 24 hours a day, seven days a week, for the first seven to 10 days after launch. This initial phase gives you a baseline across all hours and days of the week, so you can see when users naturally engage with your ads before you start restricting delivery. Cutting hours too soon means you could be removing windows that actually perform well; they simply don't have enough data to prove it yet. Patience during this phase pays off significantly when it comes time to optimize your campaigns in subsequent weeks. ### 2. Pinpoint Peak Performance Times Once your campaign has run for at least a week, look at your performance reports to identify peak performance windows. You’re looking for specific hours of the day that consistently drive your lowest cost per action (CPA) and highest conversion rate (CVR). These peak performance times are the base for an effective and efficient ad schedule. Look for patterns: maybe Tuesday mornings and Thursday evenings convert at twice the rate of other times. Those are the windows to prioritize. Most advertising platforms provide hourly and daily breakdowns that make this analysis easier. It’s also worth tracking these windows over time, since peak hours can shift with seasons, promotions, or changes in audience behavior. Building a habit of regular reporting reviews keeps your schedule aligned with current performance, rather than assumptions based on older data. ### 3. Align Schedules with Customer Habits Data only tells part of the story, and understanding your audience's daily routines tells the rest. The goal is to synchronize your campaign schedule with target audience behavior so your ads appear when intent is highest. For instance, if you’re running a subscription service and you notice that sign-ups spike on weekends, that is a clear signal to concentrate your budget on Saturdays and Sundays. If you work in B2B, your audience is likely most engaged during business hours on weekdays. Mapping your schedule to real user behavior is one of the best ways to optimize ad campaign performance. ### 4. Duplicate Campaigns to Test Schedules One of the best ways to test whether a scheduling change actually improves results is to duplicate your campaign and run both versions simultaneously with different schedules. This A/B testing approach keeps your data clean because you aren’t changing variables mid-flight on a single campaign. For example, run Campaign A on a broad schedule and Campaign B restricted to your identified peak hours. After a statistically significant period, compare the cost per action, conversion rate, and return on ad spend (ROAS) for each. This process is central to performance campaign optimization and helps you make scheduling decisions based on evidence, rather than guessing. Make sure the two campaigns don’t target overlapping audiences in a way that causes them to compete against each other, as this will skew your results. ### 5. Adjust Budgets and CPCs for Specific Timeframes Not all hours of the day deserve equal investment. Once you know which windows drive the best results, use bid and budget adjustments to optimize performance in your highest possible conversion window. Set a higher cost per click (CPC) during your prime converting hours to stay competitive and protect your placement when it counts. During lower-performing hours when you still want to maintain some presence, lower your CPC to keep spend minimal and efficient, without going dark. This tiered bidding approach is a core part of any solid dayparting strategy, and it ensures your budget is weighted toward the moments with the highest return potential, rather than spread evenly across hours that may not convert as well. ### 6. Optimize Time Zones for Your Audience When you set a campaign to run from 9 a.m. to 5 p.m., that schedule is only effective if “9 a.m.” reflects your audience’s local time zone, not the default time zone in your ad account. If your campaign is targeting users in multiple regions, misaligned time zone settings can mean your ads run at 3 a.m. local time when you thought they were running during the workday. Before launching any scheduled campaign, check your account’s default time zone setting and confirm it matches your target market. For native advertising campaigns running across multiple geographies, you may need separate campaigns per region to handle this accurately. ### 7. Use Platform Shortcuts for Efficiency Setting up schedules manually hour by hour can take some time, especially when you’re managing multiple campaigns. Realize campaign setup tools include several shortcuts designed to save time without sacrificing precision. Look for preset options like “Every Day,” which applies the same hourly schedule across all seven days at once, and “Weekdays,” which limits delivery to Monday through Friday with a single click. When you have a specific time block you want to replicate, the “Copy timeframe to all” feature applies it across each day instantly, rather than requiring you to set each day individually. Taking advantage of these shortcuts keeps your setup efficient and reduces the chance of manual errors when building complex schedules. ## Key Takeaways Strategic campaign scheduling is not just a tactical detail, but one of the most direct options you have for improving ad performance. By starting with broad data collection, identifying your highest-converting windows, aligning your schedule with how your audience actually behaves, testing through duplication, adjusting bids to match value, verifying time zone settings, and using platform tools efficiently, you turn your ad delivery schedule into a successful performance engine. The result is a campaign that works harder during the moments that matter and conserves budget when it doesn’t. Start with one or two of these practices, measure the impact, and build from there. ## Frequently Asked Questions (FAQs) ### What is dayparting in advertising? Dayparting is the practice of scheduling your ads to run only during specific hours or days of the week, so your budget is focused on the times your audience is most likely to engage or convert. ### How long should I run a campaign before adjusting the schedule? Run your campaign on a 24/7 schedule for at least seven to 10 days first, so you have enough data across all times of day to make informed decisions about which hours to prioritize. ### Does campaign scheduling work for all campaign types? Yes, scheduling can benefit most campaign types, though the optimal windows will vary depending on your industry, audience, and campaign goal. ### Can I run different schedules for different audiences? Duplicating campaigns and assigning different schedules is a recommended approach for testing and for targeting audiences in different time zones, or with different behavioral patterns. ### How often should I revisit my campaign schedule? Review your schedule at least once a month, or whenever you see a significant shift in performance metrics, since audience habits and competitive dynamics can change over time. --- ### AI Guardrails in Agentic Advertising: How Agencies Retain Human Control and Mitigate Risk URL: https://www.taboola.com/marketing-hub/agentic-advertising-ai-guardrails/ Last Modified: 2026-06-10 08:09:18 The world of digital ads has been turned upside down by agentic AI — a technology that doesn’t just suggest a strategy, but plans and executes your entire media buy while you focus on something else. But, for agency buyers, it’s more complex than that. After watching unchecked bots set fire to budgets on low-quality clicks, or turn a sophisticated brand into “AI slop” — a catch-all term for generic, soulless content that feels like a robot wrote it (because it did) — some marketers are concerned that this level of autonomy can be a liability. To keep things from going off the rails, the smartest players are setting up AI guardrails. By disabling tools like auto-generated creative, they’re making sure humans stay in the driver’s seat for the stuff that actually matters: strategy, voice, and landing page quality. ## What Are AI Guardrails in Agentic Advertising? In advertising, there needs to be oversight when moving from AI that helps to AI that acts. We’ve quickly shifted from AI that can write catchy headlines to agentic AI that decides which ads to run, adjusts your bids at 3 a.m., and moves your budget from one platform to another without asking for permission. While that speed is incredible, on less transparent platforms, it creates a black box where no one knows why, e.g., the bot just moved $20,000 to a niche gaming page. This is where AI guardrails in agentic advertising come in. They’re the technical stay-in-your-lane rules and permissions that ensure the bot operates within your brand’s safety zone. ## The Agency Dilemma: Skepticism Over the Black Box Advertising agency AI skepticism around these black box solutions isn’t just about being against new technology — it’s about recognizing opaque decision-making processes and not wanting to get fired for a bot’s bad decision. For an agency, a campaign that looks busy but fails to drive revenue is a disaster. Without human oversight, you could be looking at a serious AI budget waste problem, which is why we’re seeing the move toward human-in-the-loop ad optimization. Let the machines crunch the data, but let the humans set the rules. As incredible as AI is, it still benefits from human-set limits. ## The Risk of AI Slop: Why Brands Are Losing Trust One of the biggest autonomous media buying risks is the rise of AI slop. It’s bland, mass-produced content people can now spot a mile away, and it’s an instant turn-off. Audiences are getting really good at identifying these ads, which is a problem, because fully AI-generated ads often fail to stick in someone’s memory, actually requiring higher quality standards to even get noticed. ## Applying Guardrails: Retaining Human Control Over Ad Copy and Landing Pages Some veteran ad tech advocates argue that to unlock the true power of automation, you have to hand over the keys completely and let the machine write the copy, build the images, and dynamically change the landing pages. In reality, that can be a recipe for a brand-safety disaster. The winning move for modern agencies is highly specific: disabling AI creative generation entirely, while letting the analytical agent handle the heavy lifting of real-time bidding, budget pacing, and platform optimization. When configuring an enterprise agentic setup, agencies should disable options like: - Automated Copy Expansion: Features that allow the machine to rewrite human headlines into “optimized” robot variations. - Dynamic Asset Bundling: Systems that independently slice and dice images or overlay generic graphic design elements without design review. - Generative Landing Page Variations: Automation modules that alter layout copy on the fly to match a user’s perceived profile. By keeping these generative tools switched off, you firmly focus on retaining human control in AI marketing. This approach ensures that your brand voice stays perfectly intact, your landing pages remain polished, and your messaging retains that genuine, empathetic human spark that LLMs can struggle to simulate. ## Designing a Decision Architecture for Media Buying Safely handing the steering wheel over to an AI agent means moving past a lazy on/off mentality and actually mapping out who does what. You can’t just flip a switch and hope for the best: instead, marketing teams need to clearly define which tasks are fully automated, which ones require a co-pilot setup, and which ones absolutely demand a human signing off in ink. Think of it as a five-tier spectrum of machine control: you've got Level 1 (old-school manual grinding), Level 2 (human-led insights), Level 3 (human-in-the-loop co-piloting), Level 4 (human-in-the-loop active monitoring), and Level 5 (total machine autonomy). If you’re a performance agency looking to scale aggressively without accidentally bankrupting your clients, the absolute sweet spot is a mix of augmented intelligence and strict veto power — specifically, Levels 3 and 4. ## Essential AI Guardrails Every Advertising Agency Needs ### 1. Data and Input Guardrails Your AI agent is only as sharp as the data you feed it. If you want your optimization paths to actually make sense, you have to plug the system directly into clean, first-party CRM and server-to-server conversion data. Feed it trash, and you’ll get trash in return. If your bot starts making bidding decisions based on loose, guessed pixels or surface-level vanity metrics, it will slide right into algorithmic drift, meaning it will start hunting down cheap, useless audience segments that look fantastic on a slide deck, but do absolutely nothing for your actual revenue. ### 2. Budget and Bidding Caps Never let an autonomous bot out of its cage without an absolute financial ceiling. You need to hardcode unbreachable programmatic limits directly into your platform, to cap exactly how much an agent can spike a bid or shift an overall budget during a single campaign flight. Think of these caps as a massive circuit breaker: they prevent a sudden data glitch or tracking error from sending the algorithm into a runaway doom-loop that burns through a client’s entire monthly budget while your team is offline for the weekend. ### 3. Human-in-the-Loop (HITL) Approvals HITL architecture is your ultimate insurance policy. This rule states that even if the AI can crunch a billion data points in milliseconds and queue up the perfect campaign adjustment, it’s still structurally blocked from pushing that change live until a real, breathing human reviews and clicks “approve.” Gating high-stakes inflection points — like launching brand-new audience definitions, entering unverified markets, or scaling up massive ad lines — is how you keep automated mistakes from tanking your brand’s reputation. ## The Future of AI in Advertising: Balancing Automation and Trust As the advertising space evolves, transparent AI governance is fast becoming an agency’s single biggest competitive advantage. At the same time, the initial market rush, where tech platforms sold buyers on the magic of an unmonitored black-box AI solution, is rapidly fading away. Smart brand leaders are demanding to see exactly where their ad dollars land, and precisely how their agencies manage automated risks. Agencies that step up and show off their custom guardrail architectures during pitches are winning the highest-value accounts. Instead of pitching a black-box engine and asking clients for blind trust, modern agencies should pitch cutting-edge tools paired with rigorous human oversight. This communicates to clients that you’re leveraging the hyper-efficiency and immense scale of the open web to truly maximize return on investment, without ever exposing their brand to the unpredictable pitfalls of unchecked automation. ## Key Takeaways Maximizing your performance on the modern open web doesn’t mean you need to hide from automation, it just means you have to stop letting the machine drive without a license. The winning play is all about guiding that AI horsepower through strict, real-time boundaries. By locking down tight AI guardrails — like stripping the bot of its creative privileges, setting unbreachable budget caps, and keeping your thumb firmly on the veto button — agencies can completely wipe out manual grunt work. You’ll get all the fast scaling speed of a machine, while ensuring your client campaigns stay insulated from algorithmic drift, middle-of-the-night budget fires, and brand-killing slop. ## Frequently Asked Questions (FAQs) ### What is agentic AI in advertising? Agentic AI refers to highly autonomous software systems that go beyond just basic data analysis or text generation to actively plan and execute tactical media buying maneuvers. Working within predefined rules, you can use API connections to independently manage bids, adjust budgets, and reallocate campaign resources across networks in real-time. ### Why are agency buyers skeptical of unchecked AI? Media buyers are wary of fully autonomous systems because they often operate as a non-transparent black box, chasing surface-level vanity metrics or cheap, low-intent clicks to hit mathematical optimization goals. Without the proper oversight, unchecked automation can result in significant ad budget waste and produce generic, uninspired “AI slop” that actively harms client brand trust. ### Why do agencies disable AI-driven creative generation? When you turn on fully autonomous generative ad features, you’re essentially letting a robot write your brand story. The result is often a wave of generic, soulless copy and imagery that audiences can spot from a mile away and instantly tune out. Worse, if an algorithm decides to slightly alter a headline to chase a cheap conversion goal, it might accidentally violate a strict legal compliance rule, use an unapproved phrase, or ruin a brand’s hard-earned voice. Agencies switch this feature off to retain strict human control over the ad copy and landing pages. ### What is a Human-in-the-Loop (HITL) guardrail? Think of a Human-in-the-Loop guardrail as your ultimate campaign insurance policy and the big red “don't break things” button. It’s an operational framework where the machine does 99% of the exhausting grunt work — processing data, tracking down hidden trends, and queuing up optimizations — but is structurally blocked from pushing those changes live until an actual human media buyer looks at it and clicks approve. --- ### The 7 Audience Targeting Platforms Every Performance Advertiser Should Know Of URL: https://www.taboola.com/marketing-hub/audience-targeting-performance-platforms/ Last Modified: 2026-06-18 06:48:43 Reaching the right person matters more than reaching more people. That’s always been true in advertising, but it’s become the defining challenge of 2026. Privacy regulations have tightened. Third-party cookies are effectively gone. iOS attribution changes have punched holes in what used to be reliable data. Audiences that were easy to find on social platforms two years ago are increasingly fragmented across the open web, streaming platforms, and niche publisher environments. The good news is that the platforms in this space have responded. AI-driven audience modeling, contextual targeting, and first-party data activation have all matured significantly. Still, “audience targeting platform” now covers a lot of ground, from social walled gardens to open-web demand-side platforms (DSPs) to programmatic specialists, and picking the wrong one for your use case means wasted budget, not just suboptimal targeting. This guide covers seven of the best audience targeting platforms. You’ll see what makes each one worth using, where each one falls short, and which use cases each one is best for. ## 7 Best Audience Targeting Platforms for Performance Campaigns at a Glance Platform Why It’s Essential Core Use Cases and Features Best for Pricing Model 1. Realize One of the most powerful open-web performance targeting platforms, using AI and predictive audiences across thousands of publisher sites. Predictive audience modeling, native ad targeting, contextual signals, first-party data integration, large publisher network distribution. Performance marketers, ecommerce brands, and agencies wanting open-web user acquisition beyond walled gardens. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. Google Ads Dominates intent-based targeting with search data and massive reach across search, YouTube, and the display network. Keyword targeting, in-market audiences, remarketing lists, YouTube ads, smart bidding, conversion optimization. Businesses targeting users actively searching for products/services. CPC/CPA/ CPM auction bidding. 3. Meta Ads Manager One of the most advanced social audience targeting systems, with billions of users and deep behavioral signals. Interest targeting, lookalike audiences, Advantage+ AI optimization, retargeting, cross-platform ads (Facebook and Instagram). Consumer brands, e-commerce, mobile apps. CPC/CPM auction model. 4. LinkedIn Ads The strongest B2B audience targeting platform because of professional identity data. Targeting by job title, company size, industry, skills, seniority, account-based marketing, lead gen forms. B2B companies, SaaS, recruiting campaigns. CPC/CPM (premium pricing). 5. The Trade Desk A leading programmatic DSP enabling data-driven targeting across web, CTV, audio, and mobile. AI bidding (Koa), cross-device identity graph, Connected TV (CTV) targeting, data marketplace integrations. Enterprise advertisers and large agencies. CPM programmatic bidding. 6. Amazon DSP Leverages Amazon shopping behavior data to target consumers close to purchase. Retail intent targeting, audience retargeting, off-Amazon display ads, streaming TV placements. E-commerce brands and retail advertisers. CPM programmatic model. 7. StackAdapt Known for strong intent-based and contextual targeting using AI for programmatic advertising. Native ads, contextual targeting, audience intent signals, omnichannel campaigns (display, video, CTV). B2B marketers, mid-market brands, agencies. CPM/CPC depending on format. ### 1. Realize Why it’s essential: Realize is an AI-powered performance platform designed to help advertisers find and engage their ideal customers across the open web, using proprietary data signals. It moves beyond basic demographic targeting by leveraging deep learning to analyze user behavior, content consumption, and conversion patterns. In practice, Realize is used to deploy a privacy-first targeting strategy by combining contextual relevance with predictive modeling. Advertisers can choose to target specific interests or leverage the platform’s AI to find users who act like buyers, regardless of their historical profile. This approach ensures that your message reaches the right person at the moment they’re most receptive to your offer. Showcased features: - Predictive Targeting: Uses machine learning to identify and reach users most likely to convert, based on real-time behavioral signals rather than static profiles. - Contextual Segments: Matches your ads to specific article topics and editorial environments, ensuring your audience is reached while they are in a relevant mindset. - Lookalike Modeling: Analyzes your existing customer data to find “seed-based” audiences on the open web that share the same characteristics as your best-performing users. - Interest Targeting: Accesses a massive library of pre-built audience segments based on verified consumption habits across premium news, lifestyle, and tech publishers. - Search Keyword Targeting: Allows you to reach users who have recently searched for specific terms on the open web, capturing intent similar to traditional search engines. - First-Party Data Onboarding: Enables the secure upload of customer relationship management system (CRM) lists to re-engage existing leads or exclude current customers from prospecting campaigns. Best for: Realize is highly effective for performance marketers in high-consideration verticals — such as insurance, real estate, and education — who need to reach specific personas without relying on social media data. It’s particularly helpful for brands that need to scale their mid-funnel engagement by finding new pockets of relevant users that their current search and social campaigns are missing. Pricing model: Performance-based model; campaigns billed on a CPC basis or on a CPM basis for programmatic. Pros: - Utilizes AI and contextual signals that remain effective in a cookieless and privacy-regulated landscape. - Provides access to specific professional and interest-based segments found on premium publisher sites that social platforms often overlook. - The platform’s AI automatically shifts budget toward the audience segments with the lowest actual CPA. Cons: - Predictive and lookalike targeting require a baseline of conversion data to accurately identify and scale new audiences. - Certain high-intent targeting tools, like Mail Domain or Search Keyword Targeting, have limited availability in specific global regions. - Onboarding first-party CRM data for advanced targeting requires a more rigorous technical configuration than standard interest-based ads. ### 2. Google Ads Why it’s essential: Google Ads is built on something no other platform can replicate at scale: active search intent. When someone types a query, they’re announcing exactly what they’re thinking about. That signal is the most direct audience targeting available in advertising. Beyond search, targeting extends across Display, YouTube, and Performance Max. Custom intent audiences let you reach users who have been searching for specific keywords across Google properties. Showcased features: - Keyword-Based Search Targeting: Reach users at the exact moment they’re searching for your product or category. - Customer Match: Upload CRM data to re-engage prospects across Search, YouTube, Gmail, and Display. - In-Market Audiences: Target users actively researching or comparing products in specific categories. - Performance Max: Automated campaign type that serves across all Google channels, optimizing audience and creative combinations simultaneously. Best for: Advertisers whose customers actively search for their product or category. Strong for direct-response campaigns capturing existing demand. Pair with an open-web platform for awareness and discovery beyond active search. Pricing model: Primarily CPC for search. CPM and target CPA/return on ad spend (ROAS) bidding across display, video, and Performance Max. Pros: - Unmatched intent data from search behavior at scale. - No minimum spend — accessible at any budget level. - Customer Match integrates first-party data reliably. Cons: - Performance Max offers limited visibility into what the AI is actually doing. - Search CPCs have risen sharply in competitive categories. - Attribution accuracy has declined post-iOS 14, particularly for longer conversion windows. ### 3. Meta Ads Manager Why it’s essential: Meta Ads Manager covers Facebook, Instagram, WhatsApp, and the Meta Audience Network. The targeting strength comes from behavioral data Meta collects across its platforms, and the scale of that data is genuinely hard to match for consumer audiences. Meta Advantage+ has become the dominant campaign type for performance advertisers, replacing manual audience selection with Meta’s algorithm. It works well for e-commerce brands with sufficient conversion history. The tradeoffs are considerable, though, including iOS 14+ attribution losses, rising CPMs, and shrinking advertiser control over targeting decisions as Meta moves more of that logic behind its AI. Showcased features: - Custom Audiences: Upload customer lists or website visitors for precise re-engagement across Facebook and Instagram. - Lookalike Audiences: Meta’s lookalike modeling is among the strongest available for consumer brands. It builds statistically similar audiences from your best customers. - Advantage+ Shopping Campaigns: Fully automated campaign type that handles audience, creative, and budget for e-commerce advertisers with sufficient conversion data. - Cross-Platform Reach: A single campaign setup covers Facebook, Instagram, and the Audience Network. Best for: Consumer brands and e-commerce advertisers with good creative assets and enough conversion data for Meta’s algorithm to learn from. Less suited for B2B or professional persona-based targeting. Pricing model: CPC and CPM. Auction-based pricing varies significantly by industry and audience competition. Pros: - Scale and consumer reach are unmatched. - Lookalike modeling is best-in-class for direct-to-consumer (DTC) brands with clean first-party data. - Advantage+ reduces manual campaign management overhead. Cons: - Attribution accuracy has declined significantly post-iOS 14. - CPMs have risen sharply in competitive verticals. - Less advertiser control as Meta shifts targeting decisions to its AI systems. ### 4. LinkedIn Ads Why it’s essential: LinkedIn is the only major ad platform built on verified professional identity. Job title, company size, industry, seniority, and skills are all targetable. Unlike interest-based targeting elsewhere, these are self-reported and regularly updated by users with a professional incentive to ensure their accuracy. All of this makes LinkedIn the strongest platform for B2B targeting by a clear margin. However, LinkedIn ads can get expensive. CPCs frequently run $8–$15+ in competitive B2B categories, which demands campaigns with a clear return on investment (ROI) path to justify the spend. Showcased features: - Professional Attribute Targeting: Target by job title, function, seniority, company name, company size, industry, and skills, all from verified profile data. - Matched Audiences: Upload CRM contact or account lists to reach specific people or companies directly. Core to any account-based marketing (ABM) strategy. - Website Retargeting: Re-engage LinkedIn users who visited specific pages on your site. - Thought Leader Ads: Sponsor posts from individual employees, letting messaging carry personal credibility rather than a brand logo. Best for: B2B advertisers targeting specific professional personas, particularly at mid-market and enterprise accounts. Strong for ABM, pipeline generation for high annual contract value (ACV) products, and decision-maker brand building. Pricing model: CPC, cost per mille (CPM), and cost per lead (CPL). Minimum $10/day per campaign. Pros: - Only platform with reliable professional targeting at scale. - ABM by company, title, and seniority simultaneously — uniquely available here. - Revenue attribution reporting connects campaigns to pipeline. Cons: - CPMs are significantly higher than those of other platforms. - Audience sizes are smaller, limiting reach for broad awareness. - Ad fatigue happens quickly in niche professional segments. ### 5. The Trade Desk Why it’s essential: The Trade Desk is one of the leading independent DSPs for programmatic advertising across the open internet. Unlike walled gardens, it gives advertisers access to display, video, CTV, audio, native, and digital out-of-home (DOOH) inventory with a level of transparency and control that platform giants don’t offer. The Kokai AI system reached widespread adoption in 2025 and delivered measurable performance improvements for most advertisers who migrated to it. Audience Unlimited, launched early 2026, bundles third-party data segments at simplified pricing, directly addressing the long-standing issue of data costs consuming 20%+ of media budgets in programmatic buying. Showcased features: - Kokai AI Platform: Handles audience modeling, bidding, and budget allocation. Advertisers choose between Performance Mode (full AI control) or Control Mode (manual oversight with AI recommendations). - Audience Unlimited: Bundled access to curated third-party data segments at simplified pricing, significantly reducing data costs. - CTV and Streaming Targeting: Extensive connected TV inventory access with audience data layered on top of content and device signals. - First-Party Data Activation: Integrates with LiveRamp and other identity infrastructure for CRM activation across programmatic. Best for: Enterprise brands and large agencies running multi-channel programmatic campaigns, particularly those investing heavily in CTV. Pricing model: Percentage of ad spend. Pricing not disclosed publicly; requires sales engagement. High minimum spend applies. Pros: - Best-in-class transparency for programmatic buying. - CTV and streaming inventory access is among the strongest available outside walled gardens. - Over 95% client retention rate for 11 consecutive years. Cons: - High cost of entry — not accessible below a significant spend threshold. - The contracting process has documented flexibility issues, per user reviews. ### 6. Amazon DSP Why it’s essential: Amazon DSP gives advertisers access to Amazon’s purchase intent data, one of the most commercially valuable targeting signals in advertising. When someone searches for a product, adds it to a cart, or buys in a specific category, that behavior feeds audience segments that can be activated both on Amazon properties and across the broader programmatic ecosystem. For brands in retail and e-commerce categories where Amazon shopping behavior is a reliable proxy for buyer intent, the targeting depth is genuinely unique. Competitors’ transaction-based audiences at this resolution don’t exist anywhere else. Showcased features: - In-Market Audience Targeting: Reach users actively browsing and purchasing in specific product categories based on real transaction and browsing data. - Lifestyle Audiences: Segments based on recurring purchase behavior — actual spending patterns, not self-reported interests. - Customer Remarketing: Re-engages users who viewed your product pages, added to cart, or purchased, across both Amazon and off-Amazon inventory. - Advertiser Audience: Activates your own CRM data within Amazon’s ecosystem for re-engagement and lookalike expansion. Best for: Brands actively selling on Amazon and consumer packaged goods (CPG) or retail advertisers, where Amazon shopping behavior reliably signals category intent, regardless of where the final purchase happens. Pricing model: CPM-based. Managed service requires $50k+ monthly minimum. Self-service available for brands within the Amazon ecosystem at lower minimums. Pros: - Purchase-based audience data is the most commercially valuable targeting signal available. - On-Amazon and off-Amazon campaign coverage from one platform. Cons: - $50k+ managed service minimum is prohibitive for most mid-market advertisers. - Less relevant for B2B or categories where Amazon isn’t a meaningful shopping destination. - Walled garden structure limits transparency compared to open-web DSPs. ### 7. StackAdapt Why it’s essential: StackAdapt has grown from a native advertising specialist into a full-channel programmatic DSP covering display, video, CTV, audio, DOOH, in-game, and email. It’s consistently rated among the highest for customer satisfaction in the DSP category. Responsive account managers and strong support are recurring themes in reviews, which stand out in a space where enterprise platforms often deprioritize both. For B2B advertisers, StackAdapt’s ABM capabilities and access to professional third-party audience segments make it a credible complement to LinkedIn Ads at meaningfully lower CPMs. The Ivy AI assistant reduces the expertise barrier for teams without dedicated programmatic traders. Showcased features:  - Ivy AI Assistant: Natural language interface for campaign planning, audience recommendations, and performance interpretation. - ABM Targeting: Target by company, industry, job function, and seniority across the open web — similar reach to LinkedIn without the walled garden CPMs. - StackAdapt Data Hub: Centralizes first-party data for privacy-first audience activation across channels. - Multi-Channel Programmatic: Unified buying across native, display, video, CTV, audio, DOOH, and in-game from a single campaign setup. Best for: Mid-market brands and agencies needing full-funnel programmatic capabilities without the complexity or minimum spend of enterprise DSPs. Especially effective for B2B advertisers extending reach beyond LinkedIn. Pricing model: Usage-based: CPM, CPC, and cost per engagement (CPE). Starting price around $5,000 a month; varies by channel and spend level. Pros: - Customer support quality consistently rated excellent across software review platforms G2 and Capterra. - Broad channel coverage without enterprise-level complexity or minimums. - Strong B2B targeting outside LinkedIn, at lower CPMs. Cons: - About $5,000/month starting point for best results excludes smaller advertisers. - Reporting user interface (UI) has a meaningful learning curve. - Performance can vary, depending heavily on campaign setup quality. ## More About Audience Targeting for Performance Advertising ### What Are Audience Targeting Performance Platforms? Audience targeting platforms are advertising tools that help you reach specific groups of people based on behavioral, demographic, professional, or contextual signals. Instead of buying broad ad placements and hoping the right person sees them, these platforms let you define who you want to reach and serve ads only to people who match that profile. Good audience targeting platforms often win on data quality. Without quality data, you cannot predict how accurately the platform will identify the right person and how reliably it will reach them at the right time. ### How to Measure the Performance of Audience Targeting Campaigns Start by separating vanity metrics from business metrics. Impressions and reach tell you about exposure, but rarely tell you how well your campaign is working. Here are some metrics to keep your eyes on: Cost per lead (CPL): This metric measures what you’re paying for each qualified inquiry, form fill, or demo request. Cost per acquisition (CPA): With this stat, you get a measure of what you’re paying per conversion, whether that’s a purchase, sign-up, or other defined action. Return on ad spend (ROAS): Revenue generated per dollar spent. This metric is most relevant for e-commerce where purchase value is trackable. Audience quality indicators: Time on site, pages per session, and conversion rate from ad traffic tell you whether the audience you’re reaching is actually relevant, or just cheap to reach. While it’s crucial to track all these metrics, keep in mind that attribution is the hard part. Most buyers interact with multiple channels before converting, and each platform might claim credit for the same conversion. A multi-touch attribution model, or at minimum a consistent last-click methodology applied across all platforms, is essential for making accurate budget decisions. ### Key Features of Audience Targeting Software Before committing to any platform, here’s what separates strong targeting tools from ones that just look good in a demo. #### Data Quality and Sourcing Audience segments are only as useful as the data behind them. Some platforms use verified first-party behavioral data; others aggregate third-party signals of varying reliability. Ask where audience data comes from, how recently it was collected, and how it’s maintained. Outdated or loosely defined segments lead to broad, low-converting reach, which is worse than no targeting at all, because it appears to be working. #### Privacy-readiness The platforms still relying heavily on third-party cookies or cross-site tracking are operating on borrowed time in most markets. Look for platforms that have invested in contextual targeting, first-party data activation, and identity solutions that hold up under current privacy regulations and won’t collapse when the next update hits. #### Channel and Format Coverage Some platforms are single-channel specialists. Others run across display, video, CTV, audio, native, and DOOH through a single interface. If you’re managing campaigns across multiple environments, a platform with unified targeting logic across channels is significantly more efficient than stitching together separate tools. #### Transparency and Control Walled gardens (Meta, Google, Amazon) offer powerful targeting but limited visibility into exactly where your ads run and why they’re reaching the audiences they do. Open-web DSPs typically offer greater transparency, more control over placements, and greater flexibility in defining and refining audiences. #### Minimum Spend and Accessibility Enterprise DSPs like The Trade Desk and Amazon DSP have meaningful minimum spend requirements that price out smaller advertisers. Self-serve platforms like Google Ads and Meta Ads Manager are accessible at any spend level. Knowing where a platform sits on this spectrum matters before you get to a sales call. #### AI and Optimization Capabilities Most platforms now claim AI-powered optimization. The meaningful distinction is whether the AI improves audience discovery, creative optimization, or both. Platforms that combine predictive audience modeling with automated budget reallocation toward top-performing segments save the most operational time. ### Audience Targeting Platform Pricing Models Here are the common pricing models for audience targeting platforms: Cost per click (CPC): You pay each time someone clicks your ad. Platforms like Realize, Google Ads, Meta, and LinkedIn use this model. It works well for direct-response campaigns where clicks correlate with intent. Cost per thousand impressions (CPM): For this model, you pay for the exposure regardless of clicks. It’s standard for programmatic DSPs like The Trade Desk and Amazon DSP. You’d find this model useful if you’re running awareness campaigns. Cost per acquisition/action (CPA): You pay when a defined conversion happens. This model is available through smart bidding on platforms like Realize, Google, and Meta. Cost per view (CPV): This model is common on video platforms like YouTube. You pay when a viewer watches past a defined threshold. ### How to Set Up Audience Retargeting for Better Performance Retargeting reaches people who already know you, which makes it one of the highest-converting tactics available, but one of the most wasted when set up poorly. Do the following to get the best out of your retargeting campaigns: Segment your retargeting audiences: Not everyone who visits your sites should see the same ad. Someone who read a blog post is at a different stage than someone who visited your pricing page multiple times. Set frequency caps: Showing the same person the same ad multiple times reaches a point of diminishing returns, where your ad repels them rather than attracting them. Most platforms let you cap the number of times a user can see a given ad within a given time window. Use the feature! Define your retargeting window carefully: A 30-day window makes sense for a high-consideration purchase, but you might need a shorter window for products with a short decision cycle. Match the window to your actual sales cycle. Refresh creative regularly: Retargeting audiences are small and see your ads repeatedly. Creative fatigue sets in faster than in prospecting campaigns, so make sure to rotate your creatives frequently. ## Audience Targeting Best Practices ### Match the platform to the signal, not the budget The cheapest platform is rarely the right one. Use platforms where their data advantage is right for your specific audience, for instance, LinkedIn for professional personas and Realize for open-web discovery. ### Give AI campaigns enough budget to learn Underfunded AI campaigns never exit the learning phase. If a platform’s algorithm needs 50 conversions per week to optimize, a budget that generates 10 conversions per week will never perform well. ### Build audiences from first-party data first Your CRM, your website visitors, and your existing customers are your most valuable targeting seeds. Use them to build lookalike audiences and to exclude people who are already past the stage you’re targeting. ### Don’t run every channel simultaneously at launch Start with one or two platforms, establish baseline performance, then expand. Running six platforms at once with thin budgets means none of them learn fast enough to be useful. ### Audit audience overlap regularly If you’re running Google, Meta, and a DSP simultaneously, you’re almost certainly serving ads to the same people across all three and crediting multiple platforms for the same conversions. Use platform-level overlap reports and a consistent attribution model to understand what’s actually driving results. ### Test audiences as rigorously as the creative Most advertisers A/B test ad copy and images constantly, but rarely test audience definitions with the same discipline. Small changes in audience segmentation, such as narrowing an age range, adding a behavioral signal, or excluding a job function, can meaningfully affect performance. ## Key Takeaways The best audience targeting platform is going to be the one most suited to your specific needs, whether that’s B2B, e-commerce, or brand awareness. Whichever platform you choose, though, you should ensure that it provides transparent data, accounts for constantly-updating privacy laws, and covers the full breadth of your campaign where possible, to avoid having to track data across multiple platforms. ## Frequently Asked Questions (FAQs) ### What are some audience targeting best practices for e-commerce performance? Start with your customer purchase data as a seed audience, then build lookalike segments from it. Segment retargeting by intent level — you cannot expect cart abandoners and product page visitors to be the same. Set frequency caps on small retargeting pools to prevent creative fatigue, and for prospecting, pair a social platform with an open-web DSP to cover discovery and capture demand across the full purchase path. ### Which are the best audience targeting platforms for small businesses? Google Ads and Meta Ads Manager are the strongest starting points. They have no minimums, have self-serve access, and enough targeting depth to drive real results. Google works best when customers are actively searching for what you sell, while Meta works better for consumer brands building demand. LinkedIn Ads is the right call if you’re targeting a B2B audience, but bear in mind that it has higher CPCs. If you have a budget starting from $5,000/month, you can consider StackAdapt. ### How do you start using AI for e-commerce advertising? Get conversion tracking right first. AI campaign types such as Meta Advantage+, Google Performance Max, and Realize’s predictive targeting need conversion data to learn from. Once you have the conversion data, give whichever platform you choose enough budget to generate 30-50 conversions per week. Feed it strong inputs like your CRM list, product catalog, and a wide creative set. ### The Trade Desk vs. Realize audience targeting capabilities: What are the differences? The Trade Desk is built for enterprise advertisers running multi-channel programmatic at significant scale, with high spend minimums and a sales-led process. Realize is built for performance marketers who want AI-driven open-web targeting at more accessible spend levels, with predictive audience modeling and a CPC-based model. --- ### 4 Essential Steps to Ensuring Ad Compliance and Reducing Creative Rejections URL: https://www.taboola.com/marketing-hub/ensure-ad-compliance-and-reduce-creative-rejections/ Last Modified: 2026-06-04 09:34:19 Ad rejection is a direct drag on ROI, scale, and momentum. Every time a platform kicks back your creative, you lose more than a couple of hours of production time: you also lose the first days of a learning phase. You also lose windows for time-sensitive promotions, and you risk account flags that silently suppress delivery just when you need volume the most. Most marketers respond to this by tweaking bids, adjusting audiences, and reshuffling budgets, but if your creative is constantly getting rejected, you’re basically pouring media dollars into a leaky bucket. The only way to fix this at scale is to move away from reactive “appeal and resubmit” habits and build a proactive, automated compliance system that keeps your ads running and your spend flowing toward approved, working media. ## Step 1: Pre-validate your creative against platform policies When you strip away platform-specific nuances, most rejections boil down to a few fundamental issues: unsubstantiated claims, prohibited content, spammy formatting, privacy violations, and weak landing page alignment. If you can systematically prevent these problems inside your creative workflow, you eliminate the majority of avoidable rejections before they ever reach a review queue. That starts with a substance-first mindset. ### Substantiate All Claims A Substance-First Checklist means you don’t let clever copy or flashy visuals leave the draft stage until they’ve passed a basic truth and compliance test. Every performance claim should trigger a simple question: can we prove this, right now, with a concrete and current piece of evidence? Claims like “99% effective,” “double your results,” “lowest price anywhere” are immediate red flags, both for AI screeners and human readers. If you can’t easily prove a claim, either adjust the claim (“clinically tested,” “proven in customer trials,” “competitive pricing”) or drop it altogether. ### Avoid Prohibited Content Platforms are increasingly aggressive about anything that looks like misrepresentation, and absolute language and guarantees are the easiest signals to pick up in automated review. At the same time, prohibited content should never be a difficult judgment call for advertisers. Advertising platforms put a hard wall around illegal products, discriminatory or hateful language, and anything designed to shock or disturb. If a piece of creative needs a debate about whether it crosses a line, that alone is a signal to rework it. ### Maintain Professional Tone and Formatting Most ad systems default on the side of caution, and so should you. Tone and formatting are key signals to screeners and readers that the copy is making promises it can’t keep. ALL CAPS HEADLINES, strings of punctuation, and gimmicky symbol use may feel like “thumb-stopping” tactics, but from an AI’s perspective they look indistinguishable from spam. That means a higher probability of rejection and lower quality scores, even when the creative technically passes. Professional, readable copy doesn’t just help you clear review, it also converts. ### Respect Data Privacy  Privacy is the next non-negotiable. Under frameworks like GDPR and CCPA, you can’t imply that you have specific information about a user’s health, finances, or identity. That means no “We saw your credit score” or “We know you’re struggling with debt” phrasing, and no ad text that suggests you’re targeting people based on sensitive attributes. Even if your targeting is compliant, the copy itself can make it look like a violation, which is enough to get you rejected or escalated. ### Observe Text-to-Visual Ratio Finally, visuals aren’t just eye-grabbing, scroll-stopping mind candy. They need to be treated as part of the compliance surface. Overloaded images, heavy text overlays and confusing layouts are more likely to be flagged by platform quality filters. A clean visual hierarchy, minimal text on images, and honest representation of the product or service help you avoid quality downgrades and keep your creatives on the right side of automated checks. ## Step 2: Optimize Your Landing Page Once the asset itself is compliant, the next layer is its destination: the landing page. ### Match Message to Destination Relevancy is a major trust signal for platforms, and a misalignment between promises and experience is one of the fastest ways to get an otherwise clean ad rejected. The rule of thumb is simple: the story your ad tells must match the story your landing page continues. These are three rules of thumb to follow: - If you promote a 20% discount, that discount should be clearly visible above the fold when a user clicks. - If you show a specific product, it should be present and purchasable on the destination, or one click away via obvious navigation. - If the ad suggests one core benefit and the page pushes something totally different, you’re inviting trouble. ### The Three-Click Rule A practical heuristic here is the three-click rule. Someone who lands on your page from an ad should be able to find the advertised product, service, or core action within three clicks, maximum. If they can’t, that’s a signal not just of bad UX but of potential misrepresentation. Fixing this often means simplifying navigation, linking directly to product or offer pages, and stripping away distractions that bury the core experience. ### Targeting Alignment Targeting alignment is another subtle but critical piece. Platform rules around discrimination are strict, especially for sensitive verticals like housing, employment, and credit. Your targeting controls need to comply, and your copy cannot imply that certain groups are being excluded or singled out based on protected characteristics. Even unintentional wording can create the appearance of bias. ### Technical Compliance Broken links, pages that take too long to load, forced downloads, excessive pop-ups, or autoplay audio can all trigger quality issues or hard rejection. You can have flawless creatives and still fail review because the landing page is slow or unstable. A basic QA pass should be part of your standard pre-launch process. Check load speed and mobile responsiveness before you upload the ad, and eliminate as far as possible the presence of disruptive elements. When you combine substance-first creative, privacy-safe messaging, clean formatting, and tightly aligned landing experiences, you create a baseline environment where policy violations are the exception rather than the rule. That’s the foundation you need before you even consider automation. ## Step 3: Vet and Test Your Creative Prior to Submission Even with a strong policy foundation, manual oversight will eventually fail under the pressure of scale. Once you’re running dozens or hundreds of creatives across multiple platforms, markets, and formats, a purely human review process becomes slow, inconsistent, and expensive. This is where automation stops being a nice-to-have and becomes essential infrastructure for performance marketing. ### AI for Future-Proofing The first layer of automation is pre-submission creative vetting and testing. Instead of relying on individual marketers to remember every nuance of every policy update, you introduce AI-powered tools that sit inside your workflow and act as an intelligent safety net. ### Pre-Submission Vetting These systems can scan ad copy, images, and landing page URLs against a live map of platform restrictions: banned phrases, restricted verticals, claim language that requires substantiation, privacy-sensitive wording, or risky imagery. The goal is to catch violations before your ads ever hit the review queue. That alone can save hours or days of lost time, especially when you’re working under launch deadlines and promotion windows. ### A/B Testing Compliance This same layer of automation should also reshape how you think about A/B testing. Historically, marketers might throw several edgy or aggressive variants into the mix to see what sticks. In a stricter policy environment, that approach is dangerous. Every non-compliant variation you submit doesn’t just get quietly rejected: it contributes to an account-level risk profile. A disciplined setup means running your variants through automated checks first and only allowing fully compliant creative into tests. ### Real-Time Ad Compliance Real-time ad compliance extends this concept beyond submission. Policies change, promotions expire, landing pages get updated, and what was compliant yesterday can become problematic tomorrow. If you’re not monitoring live campaigns, you may only discover issues after a wave of rejections or a sudden performance drop. Automated monitoring tools can regularly ping your active ads, re-check the landing pages and alert you if broken links, a changed offer, or a newly restricted phrase shifts your ads out of bounds. Instead of waiting for the platform to penalize you, you get a chance to fix or replace the asset proactively. ## Step 4: Automate Stop-Loss and Pausing The second major automation layer is what you can think of as “stop-loss” logic for creative. Just as traders use stop-loss orders to cap downside risk in markets, performance marketers can use automated rules to detect and neutralize threats from rejected or problematic ads as soon as they appear. ### Custom Rules for Compliance Custom rules can be configured to listen for specific signals: an ad’s status changing to “rejected” or “limited,” a spike in policy-related disapprovals, a sudden drop in delivery tied to review feedback. When those conditions are met, the rule automatically pauses the offending ads, excludes the creative from ad sets or campaigns, or routes it into a remediation queue. There are two upsides to creating custom rules. First, you avoid wasting budget on campaigns where a rejected creative is effectively blocking spend or throttling delivery. Second, you limit the number of rejections accruing to your account, which reduces the risk of deeper reviews or suspensions. ### Proactive Budget Protection Proactive budget protection is the natural extension of this. With automated guardrails, your media spend stays concentrated on approved, active creatives that are actually capable of driving results. Instead of manually scanning dashboards for red warning icons or “rejected” tags, your system does the watching, and your team focuses on optimizing messaging, audience strategy, and funnel performance. Over time, this combination of pre-submission vetting, real-time monitoring, and automated stop-loss rules becomes a sort of compliance nervous system for your marketing operation. It continuously senses, interprets, and reacts to risk signals so you don’t have to catch every issue with human eyes. ## Key Takeaways Creative compliance is a core performance lever that decides whether your campaigns get a fair shot at scale, or die in the review process. When you build a substantiation-first creative workflow rooted in factual claims, clean formatting, privacy-safe messaging, and tightly aligned landing pages, you drastically reduce the likelihood of rejection before automation even enters the picture. Layering in platform intelligence and AI-powered tools like Realize to scan, monitor, and protect your campaigns in real time turns that strong foundation into a resilient, scalable system. The net effect is fewer interruptions, fewer last-minute fire drills, stronger brand safety, and a higher share of your media spend flowing to approved, working ads. In an environment where competition is fierce and review standards are tightening, treating compliance as a performance driver is what separates fragile campaigns from truly scalable performance marketing. ## Frequently Asked Questions (FAQs) ### How can I speed up creative approvals and reduce rejections by catching policy issues before I submit? To speed up creative approvals and minimize rejections, you can make use of integrated AI-powered creative generation tools trained on platform policies. Realize, for example, can scan your copy, imagery, and landing page alignment in real time, flagging prohibited content and suggesting immediate fixes before you ever hit submit. Realize is built on a proprietary framework trained with best practices to ensure high-quality, compliant output. Additionally, Realize’s ABBY AI assistant provides real-time fixes for creative rejections, helping you catch policy issues early and significantly reduce approval delays. ### If an ad gets rejected, how can I stop budget wastage and prevent the issue from impacting my account health? To prevent budget wastage and protect your account health when ads are rejected, you must use automated custom rules configured for compliance. These rules automatically check ad status and instantly pause any rejected ads or ad sets, ensuring you don’t spend money on disabled creatives or accumulate negative policy flags. Realize enhances this protection through its Custom Rules for Campaign Optimization. It features specific stop-loss functionality, allowing you to automatically pause underperforming or rejected ads based on real-time campaign results. This ensures your budget is strictly protected and channeled only toward scaling the creatives that work. ### How do I ensure my landing page is compliant and matches my ad, especially regarding relevance and disclosure? Ensuring landing page compliance and relevance relies on prioritizing the user experience. Realize supports this goal with Codeless Conversions, which enables easy, no-code setup of event-based tracking (such as button clicks). You can use Realize to implement strict relevance checks like the “three-click rule” to ensure the advertised product is immediately accessible. Realize’s optimization capabilities also ensure the entire ad experience, from the creative to the landing page, is fully compliant and seamlessly aligned to drive user conversions. --- ### Meta Advantage+: The Complete Strategy Guide for Performance Advertisers URL: https://www.taboola.com/marketing-hub/meta-advantage-plus/ Last Modified: 2026-06-01 11:02:08 The manual Facebook ads playbook — building custom audiences, layering interests, splitting budgets across ad sets — was built for a signal-rich environment that Apple’s privacy changes and browser restrictions have largely dismantled. Meta’s answer to this new reality is Meta Advantage+, a suite of AI-powered tools that can automate audience targeting, placements, budget optimization, and creative testing. For advertisers used to managing campaigns through detailed settings and segmented ad sets, relinquishing control to AI can feel like taking your hands off the wheel before you fully trust the autopilot. This guide covers what’s in the suite, how it differs from standard Advantage features, and how to structure campaigns to get the most out of it. ## What is Meta Advantage+? Meta describes Advantage+ as a suite of products that help advertisers use AI to optimize campaigns in real time and match ads to the people most likely to take action. The suite includes both end-to-end campaign solutions and single-step automations that allow you to apply AI to only specific parts of the campaign, such as audience, placement, creative, destination, and budget. In practice, Meta Advantage+ is a form of Meta Ads automation that helps determine who sees your ads, where they appear, how spend is distributed, and which creative variations are most likely to drive results. That makes it part of the broader move toward agentic AI ad campaigns, where the platform doesn’t just execute fixed settings, but uses campaign goals, available signals, modeled behavior, conversion data, and machine learning to continuously optimize toward a defined outcome. As an advertiser, you still set the objective, budget, creative inputs, conversion event, and guardrails, but instead of manually defining every path to performance, you give Meta’s system more flexibility to find the combinations most likely to convert. ## Meta Advantage vs. Meta Advantage+: What’s the Difference? The naming can be confusing, but understanding Meta Advantage vs. Advantage+ is important. Meta Advantage refers to individual automated features within a manually structured campaign, such as Advantage Detailed Targeting (which slightly expands your defined audience) or Advantage Lookalike (which broadens the lookalike range). You stay in control of the overall setup, but can use these as optional assists. Meta Advantage+ is a fully automated campaign type. While you set the objective, creative inputs, and total budget, the audience, placements, budget pacing, and creative testing are all handled automatically by the system. The simplest way to think about it is this: Advantage enhances a manual setup. Advantage+ replaces it. ## Core Tools in the Meta Advantage+ Suite Each Advantage+ tool automates a campaign decision that advertisers used to manage manually. ### Advantage+ Shopping Campaigns (ASC) ASC, also known as Advantage+ sales campaigns, is built for e-commerce brands. It consolidates prospecting, retargeting, and broad reach into a single budget pool, dynamically allocating spend based on where conversions are most likely to occur. You connect your catalog and conversion signals, upload creative assets, and choose the objective, and Meta’s system optimizes delivery toward the combinations most likely to drive purchases. For brands with enough conversion data, ASC can reduce account complexity and improve efficiency. Meta reports 20% improved cost per action or acquisition (CPA) when using Advantage+ sales campaigns. ### Advantage+ Audience Advantage+ Audience uses AI-driven audience discovery and machine learning ad targeting to move beyond rigid, manual segments. It uses inputs such as customer lists, website traffic, engagement data, lookalikes, interests, and demographics as signals, rather than strict targeting limits. Meta prioritizes people who match those suggestions, then expands beyond them when it predicts better performance. Advertisers can still set firmer controls for location, minimum age, language, and custom audience exclusions. ### Advantage+ Placements Advantage+ Placements distributes spend across Meta’s eligible inventory, including Facebook, Instagram, Stories, Reels, Messenger, and the Audience Network, shifting budget in real time toward the best-performing placement for each creative-audience combination. That flexibility can improve efficiency, but advertisers with strict placement or brand safety requirements should review where ads can appear before relying on full automation. ### Advantage+ Creative Advantage+ Creative applies automated enhancements and dynamic creative optimization (DCO) to uploaded assets, including visual touch-ups, AI-generated text variations, music, translations, subtitles, overlays, product tags, and background generation. It helps adapt creative across placements without requiring manual versioning, but the output still depends on the strength of the source material. As targeting broadens, creative quality becomes a stronger performance signal because the system learns which messages, formats, and offers attract different users. ## Advantage+ vs. Manual Campaigns: The Trade-Off The efficiency gains can be real, but Advantage+ also changes how advertisers manage performance. Advantage+ is strongest for efficiency, speed, and return on ad spend (ROAS) optimization, especially for e-commerce brands with sufficient conversion volume. Manual campaigns are stronger for granular control, data transparency, precise targeting requirements, and cleaner testing conditions. For many performance advertisers running direct-response campaigns at scale, Advantage+ is a strong default to test. Manual setups still have a role when campaigns require narrow audiences, strict geographies, regulated targeting, brand safety controls, or a clearer view into why something worked. ## The Meta Advantage+ Strategy for Performance Advertisers Switching to Advantage+ isn’t enough on its own. The system performs best when you give it the right conditions: - Go broad. Avoid over-layering interests or narrowing the audience too much. Broad targeting gives the algorithm more room to identify patterns. - Budget realistically. There’s no universal minimum, but many advertisers use around $100 per day as a practical testing benchmark. The right number depends on your CPA, conversion rate, and learning needs. - Avoid constant interruptions. Frequent budget changes, audience edits, and creative swaps disrupt learning and make performance harder to evaluate. - Use customer lists as signals. Customer relationship management system (CRM) data, website visitors, and past purchasers can help guide the system, even when Meta expands beyond those inputs. - Measure against the right baseline. Compare Advantage+ to your broader manual setup, not just to a single ad set. ## Why Creative is the New Targeting When Meta controls more of the “who,” advertisers need to focus more on the “what.” Each asset gives the system clues about who may care, what message resonates, and which offer is most likely to convert. Feed Advantage+ campaigns three to five meaningfully different creative variations. Don’t rely on minor copy swaps. Test across three areas: - Creative type: static, short-form video, carousel, Reels-native, Stories-native. - Message: product benefit, social proof, problem/solution, offer-led. - Intent stage: cold prospecting, warm consideration, purchase-ready. The algorithm can optimize delivery, but it can’t fix weak positioning or invent a stronger offer. Creative strategy remains one of the advertiser’s most important levers. ## When Not to Use Meta Advantage+ Meta Advantage+ is useful, but it's not the right fit for every campaign. Manual campaigns may be better when you’re targeting narrow B2B segments, specific job titles, limited geographies, or niche verticals where broad modeling could dilute the audience. They may also make more sense for regulated categories or brands with strict placement requirements. Manual setups are also useful for controlled testing. If you need to isolate a specific audience, message, placement, or offer, a fully automated campaign can make results harder to interpret. Low-signal accounts should also be cautious. If you don’t have enough conversion volume, Advantage+ may need more time and testing before it becomes reliable. ## Key Takeaways Meta Advantage+ is Meta’s clearest signal yet that AI-led advertising is the default, not the exception. For performance advertisers, the adjustment is to stop treating automation as a loss of control and start managing the inputs that still shape results: creative quality, budget, conversion data, audience signals, and campaign stability. A hybrid approach is often strongest. Use Advantage+ as a primary performance engine when you want scale and efficiency. Keep manual campaigns for precise segments, specific tests, or situations where visibility and control matter more than automation. ## Frequently Asked Questions (FAQs) ### What is the difference between Advantage and Advantage+? Advantage+ is Meta’s more automated campaign experience, where AI manages audience, placement, budget, and creative together. Standard Advantage features apply automation to individual settings within a campaign that you otherwise control manually. ### Do I need a large budget for Meta Advantage+ campaigns? You don’t always need a large budget, but you need enough spend to generate useful learning data. Many advertisers use around $100 per day as a practical benchmark, though the right budget depends on your CPA, conversion volume, and objective. ### Does Meta Advantage+ completely replace manual ad targeting? For many direct-response and e-commerce campaigns, it can reduce the need for detailed manual targeting. Advantage+ Audience uses broad signals and machine learning to find likely converters. Manual targeting still matters when you need strict control, niche segmentation, or clean tests. ### Are Advantage+ Shopping Campaigns (ASC) better than manual setups? Often, yes, for e-commerce advertisers with enough conversion data and strong creative inputs. Advantage+ Shopping Campaigns (ASC) can optimize across audiences, placements, creative, and budget faster than a manual structure. Manual campaigns may still be better when control, transparency, or precise testing matter more than scale. --- ### How Adaptive Learning Algorithms Improves Ad Performance URL: https://www.taboola.com/marketing-hub/adaptive-learning-algorithms-performance-advertising/ Last Modified: 2026-06-01 08:56:49 If you’re still reviewing your ad campaigns once a week, or even at the end of each day, you’re already behind. Consumer intent shifts with the news cycle, competitor bids spike without warning, and auction prices can swing dramatically between breakfast and lunch. Your ad strategy needs to move as fast as the market does. That’s the promise of adaptive learning in advertising: machine learning systems that don’t just respond to change, they anticipate it, continuously recalibrating bids, targeting, and creatives so your campaigns are always competing at their best. ## What Is Adaptive Learning in Digital Advertising? The term “adaptive learning” has its roots in education technology, where it described systems that adjusted lesson content based on how individual students were progressing, personalizing the experience in real time based on what’s actually working for each learner. In AdTech, adaptive learning refers to machine learning engines that continuously update their own predictive models based on incoming performance data. Rather than operating from a fixed rulebook, these systems review live signals like user behavior, conversion patterns, and engagement rates, and use them to refine targeting pathways and bidding logic on an ongoing basis. This type of system is less like a campaign manager who reviews performance weekly and more like a trading algorithm that’s always processing new information, making micro-corrections, and optimizing toward a defined outcome. ## The Shift from Static Campaigns to Continuous Learning Models Traditional media buying has always leaned heavily on historical data. You look at what performed well last quarter, build a campaign around those insights, launch it, and optimize. This model works, but it’s fundamentally reactive. By the time you’ve gathered enough data to make an adjustment, the window of opportunity has often already closed. Continuous learning models are the opposite of this. Instead of periodic check-ins, they operate on live feedback loops. Every impression, click, scroll, and purchase feeds directly back into the system, which updates its models without a delay. This doesn’t make human expertise obsolete, but redirects it toward higher-leverage decisions like setting goals, shaping creative strategy, and building the data infrastructure that powers the algorithm. ## Why Your Ad Strategy Must Change Every Hour When advertisers first see their data, they’re often surprised that the same ad placement can cost dramatically different amounts depending on the hour of day, and perform at dramatically different conversion rates depending on who’s seeing it and when. User intent is volatile. Someone browsing at 7 a.m. on a commute is in a very different mindset than that same person researching a purchase at 9 p.m. on the couch. Auction pressure fluctuates as competitor budgets deplete mid-day or surge around key events. Creative fatigue sets in faster than most teams realize. An hourly ad strategy built around adaptive algorithms can catch these micro-windows, capitalizing on a dip in competitor spend, shifting budget toward a high-intent audience segment that’s suddenly more active, or rotating a creative before engagement drops. A human buyer checking in every 24 hours simply cannot act on those signals fast enough. The algorithm can, and does, continuously. ## How Adaptive Learning Algorithms Work for Ads At its core, an adaptive ad system is an engine built around a continuous input-output loop. On the input side, it ingests data points that most traditional campaigns either ignore or examine too infrequently, like clicks, scroll depth, hover time, micro-conversions like add-to-cart events, and video completion rates. Real-time bidding algorithms use this data to make immediate decisions, not just whether to bid, but how much to bid, for which user, on which device, at what time of day. The system is constantly running experiments, evaluating outcomes, and updating its model weights to reflect what’s actually working right now. This is what separates machine learning ad performance from rule-based optimization. A rule-based system does what you tell it to, like “increase bids when CTR exceeds 2%.” A machine learning system figures out why click-through rate (CTR) is exceeding 2% in certain contexts and proactively finds more of those contexts before you have to ask. ## Dynamic Creative Optimization (DCO): Adapting the Message Adaptive learning doesn’t just adjust bids, it changes what users actually see. Dynamic creative optimization (DCO) is the mechanism by which algorithms personalize ad creatives at the individual level, testing combinations of headlines, images, copy lengths, and calls to action (CTA) to find the variation most likely to resonate with a specific user at that moment. Rather than choosing a single top creative and running it to the whole audience, DCO treats every impression uniquely. A user who recently browsed running shoes might see a product-focused headline and a performance image. Someone earlier in the funnel might get a brand story and a softer CTA. The algorithm learns which combinations drive conversions across thousands of user profiles simultaneously, at a scale no manual creative testing process could match. ## Combating Ad Fatigue with Algorithmic Rotation Even the best-performing creative eventually wears out. Users who have seen the same ad five or 10 times stop registering it or start to tune out the brand entirely. Ad fatigue prevention is one of the clearest benefits for adaptive systems, and it’s something manual campaign management consistently struggles with. Adaptive algorithms detect the earliest signals of fatigue, like a gradual drop in CTR, a rising cost per acquisition (CPA), or decreasing engagement depth, before they become obvious problems. Once those signals cross a threshold, the system automatically rotates in fresh creative assets without any human intervention required. The result is that campaigns maintain consistent performance over longer periods. Rather than pushing a creative to the point of diminishing returns and then rushing to refresh, adaptive systems keep the rotation dynamic from day one. ## Real-World Examples: Meta Advantage+, Google PMax, and Realize+ Meta’s Advantage+ campaigns and Google’s Performance Max (PMax) both rely on programmatic advertising AI to make real-time decisions about placement, audience, bidding, and creative delivery. Both systems look at signals from across their respective ecosystems, like search history, on-platform behavior, and conversion data from the advertiser’s pixel, and use them to continuously improve campaign performance without manual bid adjustments. These platforms aren’t without criticism, of course, the biggest being that they operate as black boxes. Advertisers can see outcomes but have limited visibility into why the algorithm made specific decisions. Realize+ takes a different approach, delivering the same adaptive learning capabilities with real-time bidding, dynamic creative testing, and audience refinement, while providing advertisers with direct, first-party code to publishers. That transparency matters for brands that need to understand and justify their ad spend, not just review the results. ## The Data Foundation: Feeding Your Adaptive Engine A common mistake advertisers make when adopting adaptive systems is assuming the technology does the heavy lifting from day one, which isn’t the case. Predictive ad targeting is only as accurate as the data feeding it, and poor data infrastructure is the single most common reason adaptive campaigns underperform. First-party data collected with user consent, server-side tracking through a conversions API, and clean customer relationship management system (CRM) integration are essential for the algorithm to connect ad exposure to actual business outcomes, such as return on ad spend (ROAS). ROAS optimization depends on the algorithm having an accurate signal of what a conversion is actually worth, not just whether a click happened. Without that signal quality, the system optimizes toward the wrong objective and produces results that look good on vanity metrics, but miss on revenue. ## Overcoming the Learning Phase in Adaptive Advertising Every adaptive system needs time to calibrate. During the learning phase, the algorithm is running experiments, building user profiles, and accumulating enough conversion data to make reliable predictions. Performance during this period is often volatile as CPAs change rapidly, spend paces unevenly, and results can look troubling if you’re not expecting any of this. Algorithmic ad buying depends on structural conditions to exit this phase quickly. Audience pools need to be large enough to generate meaningful data without over-segmentation, and daily budgets need to be sufficient to accumulate conversions at pace. Typically, a minimum of 50 conversions per week per ad set is the rough industry benchmark, and creative assets need to be in place before launch, rather than added in stages after. The biggest mistake advertisers make during the learning phase is intervening too early. Changing budgets, audiences, or creatives resets the clock. Set structural parameters upfront and let the system build its model on stable inputs. ## How to Transition Your Team to an Adaptive Ad Strategy The shift to adaptive systems isn’t just a technology change but a workflow change. Media buyers who previously spent their days adjusting bids, toggling audience segments, and swapping creatives manually, now need to redirect that work. Instead, set campaign constraints and business objectives the algorithm optimizes toward. Build and maintain the data pipeline, ensuring first-party data is flowing cleanly, conversion events are firing correctly, and attribution is accurate. Develop creative assets at volume, because an adaptive system’s personalization is only as good as the creative library you give it. Monitor for structural issues rather than tactical ones at first, so that you can leave the algorithm to handle the decisions, while you take care of the big-picture strategy. Teams that make this transition well will find that results improve significantly, not because they’re working harder, but because human effort is aligned with problems that actually require human judgment. ## Key Takeaways Adaptive learning represents a shift in how advertising campaigns are managed; not an incremental improvement on existing approaches, but a fundamentally different model. The manual, check-in-based optimization cycle that defined digital advertising for its first two decades is being replaced by systems that recalibrate continuously and improve their own decision-making as they go. For marketing teams, this means greater efficiency, less wasted spend, and the ability to compete in auction environments that move faster than any human process can keep up with. The brands that move ahead will be the ones that treat their ad platforms as learning systems, feeding them quality data, giving them clear objectives, and trusting the algorithm to find the path. ## Frequently Asked Questions (FAQs) ### What is adaptive learning in advertising? Adaptive learning in advertising is a machine learning system that never stops optimizing. It continuously reads performance signals, like clicks, conversions, and engagement patterns, and uses them to automatically refine bids, audiences, and creatives in real time. The goal is to remove the lag between data and action that manual campaign management has always suffered from. ### Why should an ad strategy change every hour? Because the conditions shaping your campaign’s performance, auction prices, competitor activity, and user intent, are shifting constantly. An ad strategy using yesterday’s data is already out of date. Hourly recalibration lets algorithms catch and act on those shifts before they cost you conversions. ### How does adaptive learning affect ad creatives? Rather than running one version of an ad to your entire audience, adaptive learning uses DCO to build and test thousands of creative combinations simultaneously, matching the right message to the right person based on their behavior and context. ### Do adaptive algorithms replace human media buyers? Not at all, though they do fundamentally change what the job looks like. The algorithm handles the high-volume, real-time decisions that no person could reasonably make at scale. Media buyers shift their focus to the things machines can’t do, like interpreting business context, developing creative strategy, and making sure the data pipeline feeding the system is clean and complete. --- ### Broad Targeting: Scaling on the Open Web With AI URL: https://www.taboola.com/marketing-hub/broad-targeting/ Last Modified: 2026-06-04 09:36:39 Performance advertisers spent years refining hyper-granular audience segments by layering interest categories, demographic filters, and behavioral signals in pursuit of the “perfect” user. That approach worked when data was more accessible, tracking was more dependable, and inventory was relatively cheap, but those conditions no longer hold in the same way. Privacy regulations are tightening, third-party signals are weakening, and the walled gardens of search and social are increasingly saturated and expensive. As a result, advertisers are shifting toward AI-powered broad targeting on the open web, using real-time contextual and performance signals to find high-intent users at scale, without the tracking infrastructure marketers once depended on. ## What Is Broad Targeting? Broad targeting is an advertising strategy built on minimal constraints. Instead of relying on narrowly defined audience segments, you set a few basic parameters, such as geography, device, or age range, and give the platform room to determine who’s most likely to convert. With a broad targeting strategy, machine learning takes on more of the audience discovery work, finding performance patterns across a wide range of signals and scaling in ways manual segmentation can’t. ## The Evolution of Audience Reach: Why Manual Targeting Is Fading Granular interest targeting was the gold standard when data was abundant and customer journeys were more linear. Conversion paths now stretch across devices, channels, and moments, while the signals that powered behavioral targeting continue to erode. Simultaneously, algorithms have become better at identifying likely converters in real time, making hyper-specific audience builds more expensive, less scalable, and less effective than they used to be. ## How AI Is Revolutionizing Broad Targeting Modern AI doesn’t need interest labels to understand intent. It analyzes content consumption, contextual relevance signals, device signals, and engagement patterns across big datasets to identify users most likely to act at that instant, then fine-tunes delivery based on what’s actually driving performance. AI-powered ad optimization replaces the static audience segment with a self-learning, self-correcting system. ### Processing Real-Time Contextual Signals When an ad opportunity becomes available, AI processes page content, device, time of day, and placement, while also weighing historical engagement patterns to predict which users are most likely to respond. On platforms like Realize, this means reaching users in relevant moments without tracking them across the web. ### Moving From Demographic to Predictive AI Models Static demographics answer who someone is. Predictive audience modeling answers whether they’re likely to convert right now. A user who fits a demographic profile may still be far from a purchase, but someone engaging with relevant content in the right moment may be ready to act. Predictive models learn from real-time engagement, producing more accurate conversion forecasts than fixed audience profiles alone. ## Navigating Signal Loss and a Privacy-First Future Broad targeting is well-suited to a cookieless world. It relies less on cross-site tracking and static user profiles, and more on contextual signals, first-party data targeting, and machine learning to guide delivery. Those inputs are more durable as privacy-first advertising becomes the norm. As you plan for the next few years, cookieless targeting solutions powered by machine learning ad delivery should be the foundation, not the fallback. ## Broad Targeting vs. Lookalike and Retargeting Audiences Lookalike and retargeting strategies capitalize on existing intent, but both are limited by the size and quality of the audience data you already have. Broad targeting works earlier in the process, reaching potential buyers before intent is explicitly signaled. Rather than relying on a pixel pool or customer list, it gives AI room to discover net-new audiences at scale, often with lower CPMs. Retargeting helps convert known interest, lookalike targeting extends it, and broad targeting uncovers new demand that feeds the funnel. ## Why Your Ad Creative Is the New Targeting Tool As audience targeting becomes less manual, the ad itself plays a bigger role in who responds. Creative diversification — building varied messages and formats for different buyer personas, pain points, and value propositions — gives the algorithm more signals to work with, helping it match the right creative to the right user segments. As performance data comes in, delivery naturally shifts toward what converts, with the creative doing more of the targeting work. ## The Strategic Benefits for Performance Advertisers Broad targeting on the open web delivers several compounding advantages for performance advertising scale: - Lower CPMs from wider access to underused premium publisher supply. - Faster scalability without the ceiling imposed by narrow audience definitions. - Organic audience discovery of high-performing segments across geographies, content categories, and device patterns. - Reduced overhead with fewer audience toggles to manage, freeing teams to focus on creative and strategy. ## When Should Advertisers Choose Broad Targeting? Broad targeting is a strong fit for new product launches, where there’s no seed audience; geographic expansion, where historical data is limited; and conversion campaigns that have plateaued, where narrow targeting is often the bottleneck. In each case, give the campaign enough budget to move through its learning and optimization phase, as that early ramp-up is part of the process, not a short-term test. ## Best Practices for Scaling Broad Campaigns on the Open Web Broad targeting works best when you give the algorithm room to learn while supplying strong signals. Setup tips: - Strip unnecessary constraints: Start with geography and device only; add filters back only when business rules require them. - Feed strong conversion signals: A well-implemented conversion pixel or server-side API, like the Realize Pixel, gives the system the data it needs to optimize. Thin or delayed signals slow learning. - Give it time: Don’t judge broad campaigns in the first few days. Let the learning phase play out before drawing conclusions. - Run a hybrid strategy: Pair broad targeting for discovery with custom audiences to capture known intent, and use each to inform the other. ## Measuring Success and Analyzing Performance Data Evaluate broad campaigns at the campaign level, not the segment level. Focus on blended CPA and overall ROAS rather than per-audience breakdowns. Post-purchase analytics can also reveal geographic, demographic, or contextual patterns the AI discovered organically — signals worth using in future campaigns. ## Key Takeaways Privacy regulations and cookie deprecation have made traditional targeting harder to sustain, while machine learning has made it easier to scale without relying on narrow audience definitions. Broad targeting on the open web, powered by AI and strengthened by creative diversification, is better aligned with where open web advertising is headed. Platforms like Realize reflect that shift, combining open web scale with AI-driven optimization to help advertisers grow beyond the limits of traditional targeting. ## Frequently Asked Questions (FAQs) ### What is the difference between broad targeting and interest targeting? The core difference is where audience-building happens — in your campaign settings, or inside the algorithm. With interest targeting, it happens before the campaign runs; you select specific behaviors, demographics, or hobbies upfront. Broad targeting moves that process into the platform itself, using only a few basic parameters like location or device as a starting point, while AI uses real-time signals to find the users most likely to convert. ### Why is broad targeting effective on the open web? The open web gives advertisers access to a much broader range of publisher environments than search and social alone. On the open web, users show intent in different ways depending on what they’re watching, reading, or researching. Broad targeting lets AI use those contextual cues to spot likely buyers as they engage with content, often before they’ve shown more obvious intent signals elsewhere. ### How does AI improve broad targeting campaigns? AI improves broad targeting by making faster, more dynamic decisions than manual targeting can. For every impression opportunity, it weighs a mix of live and historical signals to predict the likelihood of a response, then adjusts delivery as new performance data comes in. Over time, that feedback loop helps the system find more efficient opportunities without depending on rigid audience rules. ### Does broad targeting mean I lose control over who sees my ads? Not exactly, but control does move. Instead of specifying your audience upfront, you shape it through your creative. When you build distinct ads for different buyer personas and pain points, AI routes each one toward the users most likely to respond to that specific message. The creative becomes the targeting mechanism, which is often more precise than a manually defined segment. --- ### Modern Performance Marketing: How to Scale Smarter Beyond Walled Gardens URL: https://www.taboola.com/marketing-hub/scale-smarter-open-web-modern-advertising/ Last Modified: 2026-05-31 06:57:04 Not long ago, performance marketing was simply launching ads, tracking clicks, and manually optimizing bids to scale. In 2026, that’s no longer the case. Today, advertisers can find themselves stuck inside the closed ecosystems of the “Big 2”: Google and Meta. A May 2026 survey of 200 senior performance marketers makes this dependency concrete: 74% allocate more than a quarter of their entire budget to Paid Search, and 67% do the same for Paid Social — a level of concentration that makes diversification feel structurally impossible, not merely strategically inconvenient. It’s a situation that can come with fragmented data, burned-out ad managers, and the relentless daily updates that define manual campaign management. The brands moving out of this grind aren’t working harder, but smarter. They’re handing off the heavy lifting to agentic AI marketing platforms that operate as autonomous copilots, leaving teams free to focus on strategy that actually moves the needle. ## Performance Marketing vs. Brand Marketing in the AI Era Before we explore where modern performance marketing is going, it’s important to distinguish what makes this different from traditional brand marketing, and how the line between them is becoming increasingly blurred. Brand marketing plays a long game, building recognition, trust, and emotional resonance over time. Performance marketing, by contrast, has traditionally been about immediate, measurable outcomes like clicks, conversions, cost per acquisition, and return on ad spend (ROAS). In 2026, though, the most competitive advertisers have stopped treating these as separate disciplines. Performance marketing in 2026 is defined by a hybrid model: full-funnel strategies that combine precision performance tactics with brand-building storytelling, all measured against tangible business outcomes. Artificial intelligence (AI) is what makes this possible at scale, enabling granular optimization at the conversion level while informing upper-funnel creative decisions based on predictive data. Performance and brand marketing have merged into a single, continuous growth system. ## The Trap of the “Big 2” Walled Gardens Google and Meta remain non-negotiable pillars of most paid media strategies. But, for all the reach they offer, operating exclusively within the Big 2 walled gardens comes with a growing set of friction points that no amount of budget can outspend. Each platform has built its own native automation tools, such as Google’s Smart Bidding and Performance Max (PMax) and Meta’s Advantage+, but these tools come with a catch. They optimize within their own ecosystems, for their own metrics, with minimal transparency into the decisions being made. Data from Google stays in Google, and data from Meta stays in Meta, making cross-platform intelligence nearly impossible to assemble without significant manual effort. These are not niche tools being cautiously piloted by early adopters, either: The same survey found that 91% are currently running Google PMax at scale, and 88% are running Meta Advantage+ at scale. The industry did not trial these platforms — it moved to them wholesale, and fast, because performance outcomes validated the investment early. Again, though, scale of adoption does not mean absence of limitation, and the result is that brands are technically running “automated” campaigns but still spending large amounts of human time managing them. True automation that actually reduces workload and improves outcomes requires something that sits above these platforms, not inside them. The performance data underscores why getting this right matters. The survey found that 76% of marketers using their best-performing AI-powered platform are seeing meaningful improvements in performance, with 29% reporting significant lift and 47% reporting moderate lift. That proof of performance is what drove adoption to near-total penetration in search and social, and it’s the same standard the rest of the channel landscape is now being measured against. ## Pain Point 1: The Daily Grind of Campaign Maintenance Ask any media buyer what their day looks like, and the answer is usually the same: an exhausting rotation of downloading reports, diagnosing performance dips, tweaking bids, moving budgets, and putting out fires, before starting the whole cycle over again tomorrow. This is the campaign maintenance grind, and it’s one of the most persistent and costly inefficiencies in modern advertising. ### The Bottleneck of Media Execution Studies and firsthand accounts from performance teams consistently point to the same reality: that media buyers spend the vast majority of their time (some estimate as much as 90%) on routine execution tasks — pulling search term reports, adjusting negative keyword lists, moving budget between ad groups, responding to quality score fluctuations. These are not high-value strategic decisions but maintenance tasks that happen to require a human because the platforms haven’t made them truly autonomous. The problem isn’t only wasted time, it’s that this constant context-switching prevents teams from doing the work that actually differentiates a brand, like crafting compelling narratives, testing bold new creative directions, identifying emerging audience behaviors, and building the channel strategies that drive long-term growth. The scale of this challenge only grows with the size of the operation. The survey referenced above found that 54% cite difficulty integrating AI solutions into existing workflows as their single biggest internal barrier to broader agentic adoption. That’s a figure that rises sharply with budget size, reaching 74% among organizations spending between $1M and $4.9M per month, and 68% among those spending $5M or more. The maintenance grind persists not because teams lack the will to automate, but because fitting autonomous systems into complex, established operations is itself a significant undertaking. ### The Solution: Agentic AI as Your Copilot This is what autonomous media execution powered by agentic AI is designed to solve. Unlike traditional rule-based automation, which requires humans to define every condition and threshold in advance, an AI marketing copilot operates with real autonomy. It monitors performance in real time, identifies anomalies, executes mid-flight adjustments, and applies optimizations proactively, without waiting for a human to notice and respond. The shift isn’t about replacing media buyers, but redirecting them. When AI handles the maintenance, human expertise can be applied where it creates disproportionate value, in strategy, creative direction, and growth planning. ## Pain Point 2: Creative Production Bottlenecks and Ad Fatigue Creative is the single biggest needle-mover in performance advertising. Targeting and bidding have been largely commoditized by platform automation, but a compelling creative is still a competitive advantage. The problem? Creating enough of it, fast enough, is becoming increasingly untenable for most teams. ### The Insane Workload of Modern Creative Creative production bottlenecks are a growing crisis in performance marketing. Ad fatigue — the rapid decline in performance as an audience sees the same creative repeatedly — now sets in faster than ever. Attention spans are shorter, platform feeds move faster, and consumers have become experts at tuning out anything that feels repetitive or formulaic. On top of that, modern campaigns require creative at a scale that would have been impossible a few years ago. Different aspect ratios for different placements. Localized variations for franchise or regional campaigns. Platform-specific formats. A/B test permutations. What used to require a single designer for a single campaign now demands either a small team, or a fundamentally different approach to production. ### The Solution: The AI Creative Lab Agentic AI reframes creative production entirely. Rather than treating each new creative variation as a bespoke project, an AI creative system functions as a continuous generation engine, analyzing which elements (like headlines, visuals, formats, hooks) are driving performance, and creating new variations informed by that data automatically. When the system detects performance reduction on a creative, it doesn’t wait for a human to notice and notify a designer. It identifies the winning structural elements, generates fresh variations, and routes them into rotation, keeping the creative pipeline perpetually stocked without adding additional work. ## Pain Point 3: Fragmented Data and Reporting Chaos The promise of data-driven marketing has always been in knowing what’s working, cutting what isn’t, and investing with confidence. In practice, most performance teams are living a very different reality. ### The 10-Hour Manual Reporting Headache Fragmented marketing data is one of the most universally cited frustrations among media buyers and marketing leaders. Google has its data. Meta has its data. TikTok has its data. Each platform applies its own attribution windows, uses its own conversion definitions, and reports through its own interface. Putting these data streams into a single, coherent picture of performance typically requires hours of manual export, reconciliation, and interpretation every week — time that is both costly and error-prone. The downstream consequences are significant. Decisions get made on stale data, cross-channel interactions go undetected, and budget allocation is based on siloed platform metrics rather than true business impact. By the time a comprehensive report arrives at a stakeholder meeting, it’s already describing last week’s reality. ### The Solution: Unified Agentic Analytics Automated campaign management powered by agentic AI works at both the execution and intelligence level. A true agentic analytics system doesn’t only aggregate data from across platforms but also interprets it. It surfaces the signal within the noise, identifies cross-channel patterns that wouldn’t be visible in any single platform view, and delivers actionable narratives. The result is a shift from reactive reporting to proactive intelligence. Instead of explaining last week’s results, teams can act on insights in real time. ## Core Channels Driving Modern Performance Campaigns A complete performance strategy in 2026 spans a diverse and growing channel mix, from paid search and paid social to affiliate marketing and native advertising, and an expanding set of AI-led discovery environments where brands can appear in AI-generated recommendations and interfaces before a consumer ever opens a traditional search engine. Each channel has its own bidding logic, creative requirements, audience targeting mechanics, and attribution methodology. Managing even two or three of these channels in parallel is a significant operational undertaking. Managing all of them, with the frequency and responsiveness that modern performance demands, is effectively impossible without autonomous support. This is where agentic AI starts being an operational necessity. Consider, too, that not all channels are at the same stage of agentic maturity. According to the same survey, the channel landscape is effectively tiered. Google and Meta sit at the top as fully at-scale agentic environments, with 91% and 88% adoption respectively. TikTok Smart+ is in wide testing — 73% of marketers are actively piloting it with only 9% currently at scale, making it the next platform most likely to cross the adoption threshold. The Open Web sits at a different inflection point entirely: 44% of marketers are in active pilots and 36% are operating at scale, while 82% of organizations see AI-powered goal-based buying on the Open Web as a meaningful growth opportunity — the widest gap between intent and execution in the current channel mix. ## Essential Performance Metrics and KPIs for 2026 The metrics that define performance marketing success haven’t changed fundamentally. Return on ad spend (ROAS), customer acquisition cost (CAC), lifetime value (LTV), conversion rate (CVR), and cost per click (CPC) remain the core. What has changed is how these metrics are measured, interpreted, and acted on. Manual measurement like pulling numbers, building spreadsheets, and running calculations is increasingly a bottleneck rather than a routine. The speed at which campaigns can change, and the volume of signals being generated across channels, has outpaced what human analysis can process in time to be useful. Smart performance teams are supplementing or replacing manual key performance indicator (KPI) tracking with predictive analytics managed by AI agents, which can model not just current performance but likely future outcomes, flagging underperformance before it becomes a problem and highlighting optimization opportunities before they close. ## Key Takeaways The through-line here that connects every pain point is the same: the tools that made performance marketing manageable in 2022 are no longer adequate for the complexity of 2026. The volume of data is too high, the speed of creative decay is too fast, and the fragmentation across platforms is too severe. The strategic dimension is equally stark. The survey found that 75% of marketing leaders rate finding a performance channel that delivers incremental outcomes beyond search and social as very or extremely important — a figure that rises to 70% rating it “extremely important” among those spending $5M or more per month. The performance marketing model is not just operationally strained; it is strategically over-indexed on two saturated channels, and the people with the most budget and decision-making authority are the most acutely aware of it. Manual workflows, however effective the team executing them, cannot keep up. Realize+, the agentic layer of Realize performance platform, currently in beta, can help solve the pain points that come with walled garden advertising and bring the performance power of Google PMax and Meta Advantage+ to the open web. Rather than simply automating tasks, Realize+ functions as your autonomous campaign agent. That means you’ll benefit from continuous decision-making, execution, and adaptive strategies in real time using first-party data signals. For advertisers who have been constrained by the agentic AI-driven walled garden environment, Realize+ offers a third option, one that delivers closed-loop performance optimization across premium open web publishers, without platform bias. The shift to agentic AI is a fundamental change in operating model, from marketers-as-operators to marketers-as-strategists, with autonomous AI systems handling the execution layer. The teams embracing this model are getting back both the time and cognitive bandwidth to focus on what actually differentiates a brand — sharp strategy, compelling creative vision, and a deep understanding of the customer journey. ## Frequently Asked Questions (FAQs) ### What is modern performance marketing? Performance marketing means spending ad dollars against outcomes you can actually measure, like sales, leads, sign-ups, and revenue. What’s changed is how those outcomes are achieved. In 2026, teams have moved beyond manual bid tweaks and last-click attribution. Today’s performance marketers blend predictive AI, full-funnel creative strategy, and cross-channel orchestration into a single growth engine built for speed and accountability. ### What are the “Big 2” walled gardens? Google and Meta. The walled garden refers to how tightly each platform controls its own data, tools, and reporting. You can run ads inside them, but you can’t easily see across them. Their built-in automation features optimize for in-platform metrics with limited transparency. ### How does agentic AI solve ad fatigue? For those looking for ad fatigue solutions, agentic AI turns ad fatigue from a production problem into a data problem. Instead of briefing designers every time performance dips, the system watches for decay signals, identifies which creative elements are still resonating, and automatically builds and deploys new variations. The pipeline stays fresh without the team needing to keep up. ### Why is manual campaign maintenance a bottleneck? Platforms themselves haven’t made routine tasks hands-off. Someone still has to pull the search term reports, catch the underperforming ad groups, move the budgets, and respond when something breaks. That work isn’t strategic, but it’s ongoing. When media buyers are stuck in daily upkeep, there’s no time left to think about where the brand should be going next. --- ### Mastering Ad Headlines on the Open Web: A Performance Advertiser’s Guide to the Agentic Era URL: https://www.taboola.com/marketing-hub/mastering-ad-headlines-performance-open-web/ Last Modified: 2026-05-28 12:56:28 You’ve probably spent months fine-tuning your returns inside the walled gardens of search and social. Maybe you’ve tweaked every pixel of your Instagram carousels and bid on every long-tail keyword in the Google ecosystem. Those gardens may be well-kept, but the fences are both high and limiting. The open web, on the other hand — the endless universe of news sites, blogs, and niche publishers — remains a massive, untapped frontier for revenue growth. In there, your ad headline isn’t just a label. Instead, it’s the single most critical element determining whether a user dives into your story or scrolls right past it. The rules have changed. We’ve officially entered the Agentic Era of advertising, where AI agents aren’t just writing your copy, they’re researching your audience and negotiating your media spend in real-time. To scale today, you need to master both timeless human psychology, as well as the autonomous machines that now run the show. It’s a whole new way of thinking (both for you and the AI), but the results speak for themselves. ## What Is an Ad Headline and Why Does it Matter on the Open Web? In search advertising, you’re pretty much answering a user’s question: if someone types “best hiking boots,” they want to buy boots. Open web advertising is different, though, and often interruptive. You’re catching someone while they’re reading the morning news or a recipe for pie. Your headline is the hook that earns you a moment of their time, and it has to bridge the gap between what they were doing and what you want them to do. On the open web, a weak headline doesn’t just lower your CTR — it makes your brand invisible. ## Welcome to the Agentic Era of Advertising We’ve moved past the days of simple generative AI where you just ask a chatbot for “five catchy titles” and take a risk on the best ones. We’re now in the Agentic Era, a shift that represents the move from tools that assist to agents that act. An agentic system doesn’t wait for a prompt — it autonomously researches your target audience’s pain points, identifies trending topics on the open web, and executes campaigns with minimal human babysitting. ## Core Principles of a High-Converting Ad Headline Even with all the AI in the world, you’re still trying to convince a biological human to click. That’s where timeless copywriting principles still matter: ### Prioritize Clarity and Relevance Don’t be clever at the expense of being clear. If a user has to guess what you’re selling, they’ve already scrolled past. Make your value proposition immediately obvious. ### Trigger Emotion and Curiosity Use emotional drivers — fear of missing out, the joy of a bargain, or the relief of a solved problem. Pique interest without resorting to low-quality clickbait that burns trust. ### Use Numbers, Specificity, and Social Proof “How to lose weight” is boring. “How 4,500 people lost 10 pounds in 30 days” is a headline that grabs peoples’ curiosity. Specificity builds immediate credibility. ### Include a Strong, Action-Oriented CTA Front-load your verbs. Words like “Discover,” “Get,” or “Stop” tell the user exactly what the next step is. ## How Agentic AI Is Revolutionizing Headline Creation Autonomous advertising agents can now generate thousands of variations of a headline in the time it takes you to write one. But they aren’t just churning out junk: these agents check for brand voice consistency, character limits, and even legal compliance automatically. This allows performance advertising teams to test creative at a scale that was previously impossible. ## Adapting Your Ad Headlines for AI and Machine Discovery Here’s an unexpected ironic plot twist: you aren’t just writing for humans anymore. In the agentic shift, AI assistants are often browsing the web for the consumer. This means that your headlines need to use structured data and semantic keywords so these machine agents can easily categorize your offer as the best solution for their user. If the AI can’t understand your headline, it won’t recommend your product to the humans behind it. ## Best Ad Headline Formats for Native and Display Ads These three frameworks almost always work: ### The Problem-Solution “Struggling with ? This Is the Answer.” ### The Question “Are You Making These 3 Costly Mistakes?” ### The How-To Educational “How to Without .” ## Continuous Testing and Optimization at Scale The era of the A/B test is dying out, because traditional split-testing is just too slow for the Agentic Era. By the time you find a winner, the trend has changed. ### The End of Manual Testing We’re definitely moving toward “Multi-Armed Bandit” testing, where AI reallocates budget to the winning headline in real-time, every millisecond. ### Leveraging Predictive AI Using Natural Language Processing (NLP), AI can predict which sentiment will perform best on a specific publisher site before the first impression is even served. This is exactly where a performance platform like Realize can change the game. Realize isn’t just about placing ads; it’s a high-performance engine designed to bypass the traditional ad-tech taxes of complex exchanges. It uses deep learning to align your headlines with high-intent discovery moments on the open web. By leveraging Realize, advertisers can automate the generation of assets and use predictive bidding to ensure their headlines hit the right person at the exact moment they’re ready to engage. ## How to Choose the Right AI Tools for Ad Copy Optimization Don’t just buy a chatbot. Look for tools that support true agentic workflows. A real AI ad copy tool should: - Integrate directly with your ad networks. - Use real-time performance data to rewrite underperforming ads. - Autonomously manage dynamic creative optimization (DCO) to swap headlines based on the user’s context. ## Common Mistakes to Avoid - Clickbait fatigue: If your headline promises a miracle and your landing page delivers a sales pitch for socks, your bounce rate will kill your campaign. - Ignoring mobile: If your 80-character headline gets cut off at 40 characters on a phone, your message is lost. - Static thinking: In the agentic era, a headline that worked on Monday might be dead by Wednesday. ## Key Takeaways Mastering ad headlines today is a blend of old-school psychology and new-school technology. The open web offers a massive opportunity for those who can stop the scroll and start a conversation. By adopting agentic AI tools and platforms like Realize, you can move from manual guesswork to autonomous scaling, ensuring your brand isn’t just seen, but remembered. ## Frequently Asked Questions (FAQs) ### What is the difference between a search ad headline and an open web ad headline? Search ads are like answering someone who walked into your store and asked for a specific item — they already have the intent to buy. Open web advertising (like native or display ad headlines) is more like a billboard on a highway, where you have to interrupt their journey and spark curiosity or emotion to earn a click. That’s why open web headlines focus more on problem-solving or curiosity gaps to grab attention from someone who wasn’t necessarily looking for you. ### What is agentic AI in digital advertising? Agentic AI refers to smart systems that don’t just talk, but take action. Instead of merely writing a headline, an agentic system analyzes real-time data, identifies that your CTR is dropping on mobile devices, and independently writes and tests 10 new variations to fix it. It’s autonomous advertising that manages the grunt work of ad copy optimization so you can focus on the big-picture strategy. ### How long should an ad headline be for open web platforms? While you might have room for more, don’t forget that brevity is your friend. Aim for 30 to 50 characters. Most open web browsing happens on mobile, and anything longer risks being truncated (cut off), which ruins the impact of your hook and makes your ad look unprofessional. ### How do I select the best tool for ad copy creation in the agentic era? Skip the basic prompts and look for a platform that offers end-to-end automation. The best AI ad copy tools connect directly to your data, understand your brand guidelines, and can autonomously A/B test variations in real-time. You want a system that learns from every click and uses that data to refine the next headline it writes, ensuring constant improvement without you having to constantly correct it. --- ### From Cost Center to Investment Portfolio: Rethinking the Marketing Budget URL: https://www.taboola.com/marketing-hub/marketing-as-investment-function/ Last Modified: 2026-06-04 12:00:09 Every senior marketer knows the moment. The CFO sets down the deck, looks across the table, and asks the question that decides the next 12 months. “What, exactly, is marketing contributing here?” It’s rarely hostile. It’s almost always sincere, in fact. Most importantly, it exposes a problem no dashboard can fix. Classify marketing as a cost, and the budget conversation is lost before it begins. Cost lines are benchmarked against other cost lines, squeezed when revenue tightens, and never expanded on the back of a good brand story or a solid pipeline quarter. The structural problem is not that marketers report poorly or attribute clumsily — it’s that the category itself is wrong. The fix isn’t better reporting, it’s a different conversation, built on a different premise about what marketing is. In his OMR keynote, Tom Inbal, SVP of strategy and corporate marketing at Taboola, put it plainly. He refuses to treat marketing as a cost item and instead runs it like an investment function: capital deployed, returns measured. That single reframe changes the questions a CFO asks, the metrics that matter, and what happens to the surplus when a quarter goes well. This article walks through how to make that shift. ## Why the Cost Center Label Is Costing You More Than Budget A cost is, by definition, something a CFO is paid to minimize. That’s the job. If marketing sits on the expense side of the ledger, every conversation about the function will be shaped by the gravitational pull of cost reduction. Efficiency gains are rarely celebrated as opportunities to reinvest. More often, they’re used as evidence that the same outcome should now require less spend. The pattern shows up in predictable ways across every budget cycle: - A campaign that hits its targets at 80% of planned spend is read as a 20% savings, not as 20% of capital available for redeployment. - A team that automates its reporting and execution gets a smaller line item next year, not a bigger mandate. - An efficiency gain becomes the baseline for next year’s ask, not a reason to expand the team’s scope. The result is a self-undermining trap. The better marketing gets at running efficiently, the stronger the case becomes for cutting the budget that funded the efficiency in the first place. None of this is a Finance problem. Finance is doing exactly what it’s supposed to do. The problem is upstream, in the framing. As long as marketing is evaluated as a cost, efficiency conversations will likely end in budget cuts. The only way out is to move the conversation from cost reduction to capital deployment. From, “How much are we spending?” to, “What is the yield, and where should we deploy more?” That’s more than a change in language. It’s a reclassification of what marketing is inside the business. ### The AI Efficiency Trap The cost center framing was always vulnerable. AI makes it acutely so. In a recent Taboola survey of several hundred marketers, 98% reported actively using or testing agentic AI solutions, and 76% said they were seeing meaningful performance improvements from those tools. Those numbers are real, and they’re good news for marketing teams. Under a cost center model, they are also an existential problem. Here’s the chain of reasoning a CFO will follow, entirely rationally, if marketing is still positioned as overhead. AI is handling more of the briefing, more of the media buying, more of the creative variation, more of the measurement. The work product is similar or better. As Inbal said in his keynote, “If you’re not breaking free of the average, your CFO is thinking, ‘AI is doing 90% of this team’s job. Maybe they’re replaceable. Maybe they can be downsized. Maybe a few agents can do this work.’” In other words, the same output should be achievable with fewer people and a smaller budget. That conclusion isn’t an act of hostility, it’s simply the only conclusion available when marketing sits on the expense side of the ledger. There’s a different way to read those numbers, though. If marketing is run like an investment portfolio — with an Exploit bucket of proven, reliable activity and an Explore bucket of deliberate bets on new opportunities — then AI-driven efficiency in the Exploit bucket is not a saving. It’s capital freed up to fund Explore, which is where the outsized returns come from. The threat to marketing is not AI itself. It’s the framing that lets Finance read efficiency as a reason to cut the budget instead of redirecting it. Inbal made a related observation in his keynote. AI has compressed the variance in performance across the industry. The distribution of cost per action on the Taboola network narrowed by roughly 50% between 2023 and 2025. The average has gotten better, which means being average has gotten cheaper and easier, and being above average has gotten harder. If the response to that compression is to keep optimizing the proven layer, the team becomes more efficient and less differentiated at the same time. That’s the exact profile a CFO can replace with a few agents. None of this is an argument against AI. Inbal is clear on this point in his keynote. “Anybody not deep into AI should be looking into their resume pretty quickly,” he said. The marketers who win in this environment are the ones racing to adopt AI, not bracing against it. The question isn’t whether to use the tools, it’s whether you’re using them to optimize a cost line or to fund the bets that generate alpha. https://youtu.be/iMZB4gSqls4 ## What It Actually Means to Run Marketing Like an Investment Portfolio As Inbal emphasized in his keynote, being courageous without a system is recklessness. Being courageous with a system is how you outperform. That’s the purpose of a portfolio: making bravery operational rather than accidental. A portfolio is a very specific concept, and it’s worth being clear about what it is and what it isn’t. - A portfolio is not a mix of activities that all carry an expectation of positive return. That’s a diversified spend plan. - A portfolio is a structured allocation of capital across assets with different risk and return profiles, where some allocations are explicitly expected to lose money. A portfolio without losses isn’t a cautious portfolio. It isn’t a portfolio at all. This is the conceptual leap most marketing organizations haven’t yet made. Many marketing budgets are still built as if every line is expected to perform. Every campaign has a target. Every test is expected to validate. Every quarter is supposed to be green. That construction is what makes the marketing function look responsible from the outside, while also preventing it from generating the disproportionate returns that justify expansion. Running marketing like a portfolio means budgeting from the start with two distinct buckets and two distinct sets of expectations. ### The Two Buckets: Exploit and Explore A portfolio works because its two buckets are doing fundamentally different jobs. The Exploit bucket is the proven layer. These are the channels, creatives, audiences, and tactics where the team has historical data, predictable return profiles, and confidence in the unit economics. If the team can say, “We know what this returns,” it lives here. This is where most of the budget sits, and where AI-driven automation delivers the most value. Efficiency is where the Exploit bucket shines. Let AI run the things it can demonstrably run better than a human operator. The role of the Exploit layer is to produce stable, predictable yield, not breakthrough performance. The Explore layer, on the other hand, is where you put money behind things you haven’t proven yet. New channels, new formats, new audiences, and new creative territories. A few years ago, connected TV sat in Explore for most advertisers. Today, large language model platforms sit there. The point of Explore is not innovation theater layered over a steady Exploit operation. The point of Explore is to get there first. The bets only pay off if the rest of the market hasn’t already crowded in, because once everyone is doing it, the edge disappears. Some of these bets will fail. That’s the model working as designed. The ones that succeed generate the alpha — the return above the market average — that the Exploit layer can never deliver on its own. ### Why a Real Portfolio Expects Some Losses Most marketing leaders can handle the math of a portfolio model. What trips them up is the discomfort of planning for failures they know are coming. This discomfort isn’t a character flaw. Performance reviews, quarterly check-ins, board updates, and CFO conversations are all built around the assumption that every line item should be working. A failed test is a thing to be explained, not a thing to be expected. Under that operating logic, Explore is impossible. The first time a bet doesn’t pay off, the budget is at risk. “You expect only some of it to work out,” Inbal said in his keynote. “The part that pays off, that’s where your alpha is going to come from. That’s where you’re going to outperform, not by optimizing your Exploit.” The CFO conversation has to include this expectation explicitly, in advance. The loss rate inside Explore is not a defect of the strategy, it’s the price of access to outsized returns. If that isn’t settled at the front end of the budget cycle, every Explore failure becomes a threat to the entire allocation. ## Changing the CFO Conversation: From Spend to Yield The budget conversation is where this reframe gets real. When marketing is treated as a cost, the conversation centers on, “How much are we spending on marketing?” When it’s treated as a portfolio, it centers on, “What’s the yield on our marketing capital, and how is it allocated?” That shift requires a different reporting structure, a different set of metrics, and a different relationship between the marketing team and Finance. It’s more demanding for marketing leaders, not less. It’s also the only version of the conversation that ends with marketing being treated as a value driver. ### Replacing the Budget Request With a Capital Deployment Plan A budget request is a cost justification. A capital deployment plan is an investment thesis. The two documents look similar on the surface, but do very different work. A capital deployment plan spells out three things: - How much capital goes into Exploit, with the expected return range and the confidence level behind that range. - How much goes into Explore, with the expected loss rate, the criteria for what counts as a viable bet, and the upside if those bets land. - What the reinvestment mechanism looks like when the Exploit layer overachieves — and that mechanism needs to exist before the overachievement happens, not after. That puts the marketing leader in roughly the same conversation a fund manager has with a board. Capital’s being deployed against a stated risk-and-return profile. Some allocations are expected to outperform, some to underperform, and the portfolio as a whole is evaluated against a benchmark. That’s a fundamentally different posture than defending a cost line. ### Reinvesting Surplus: The Mechanism That Changes the Dynamic The most concrete piece of the model is what happens when things go well, as Inbal described in his keynote. “Last year, my teams overachieved on their goals,” he said. “We didn’t just kick back that extra surplus to the CFO. We came in with a business plan, and we funded additional exploration.” That single behavior is the test of whether the portfolio framing has actually taken hold. If marketing is still classified as a cost, surplus becomes a cut. The logic is often unavoidable: if the team hits its goals with less, it can hit them with less next year, too. If marketing is classified as a capital deployment function, surplus becomes fuel for the next round of bets. The same dollars, framed differently, produce opposite outcomes. This mechanism is only available to marketing leaders who’ve already done the upstream work with Finance. You can’t retrofit it after a good quarter: it has to be the default assumption built into the budget cycle from the start. ## How Realize Enables the Portfolio Approach in Practice The portfolio framework isn’t just a conceptual reframe. It needs to be auditable and reportable, because CFO buy-in doesn’t come from a good argument, it comes from your ability to show that the allocation is intentional, measurable, and tracked over time. That’s where Realize earns its place in the model. Realize+ runs as the autopilot for the Exploit layer, handling proven campaigns automatically and protecting the efficiency that generates the stable returns funding Explore. You aren’t babysitting the proven layer. The machine runs it, and you get the capacity back for the bets that actually move the needle. The Realize dashboard and autonomous budgeting tools handle the structural side. Teams can split spend cleanly between Exploit and Explore from the start of the planning cycle, track the performance of each bucket separately, and show Finance that the allocation is deliberate. The Exploit layer gets reported against efficiency and stability metrics like cost per action (CPA), return on ad spend (ROAS), and contribution margin. The Explore layer gets reported against learning velocity, bets initiated, signal strength, and the rate at which Explore bets graduate into Exploit programs. The point isn’t that Realize makes the portfolio strategy possible in theory. It makes it auditable and reportable, which is what CFO buy-in actually requires. ## Key Takeaways The CFO sets down the deck again. The same question, the same table, the same decision about the next 12 months. “What, exactly, is marketing contributing here?” This time, though, the marketing leader doesn’t defend a cost line. Instead, they present a capital allocation review. The Exploit layer is performing. The Explore pipeline is healthy. Losses are inside expected parameters. Two programs are signaling strongly enough to graduate into Exploit next quarter, and the surplus from Exploit overperformance is going into a third Explore allocation. That conversation doesn’t get cut. It gets expanded. The shift from cost center to investment portfolio is partly a financial reframe, but it’s also a career strategy. The marketers who become irreplaceable in the AI era are the ones who take ownership of outcomes, not just activities — who are willing to be measured on yield, comfortable with planned failure, and able to defend their portfolio in the language Finance already speaks. ## Frequently Asked Questions (FAQs) ### How do I decide what percentage of budget should go to Exploit vs. Explore? There’s no universal ratio. The right split depends on the maturity of the business, the competitive intensity of the category, and how much risk the organization is willing to take. The starting principle is that the Explore allocation needs to be big enough to generate meaningful signal across multiple bets, but small enough that the expected loss rate doesn’t breach a threshold Finance won’t tolerate. The Exploit layer also has to be robust enough that the team can take risks elsewhere without the whole budget feeling threatened. For teams new to the portfolio, an 80/20 split between Exploit and Explore is a defensible starting point, adjusted as the team learns its actual hit rate. ### How do we report on Explore investments without the CFO treating every failure as a red flag? This is a conversation that has to happen before the budget is allocated, not after a loss. Sit down with the CFO upfront and agree on three things: how often Explore bets are expected to miss; how much any single bet can lose before it gets pulled; and what actually counts as a win, a wash, or a failure. Once those numbers are on the table, losses that fall inside them aren’t bad news, they’re proof that the model is doing what it’s supposed to do. Try having that conversation after a bet fails, and the framing will land very differently. ### Should CFOs reclassify marketing spend as a capital investment on the balance sheet? Formal reclassification is a finance and accounting decision that varies by jurisdiction, business model, and audit treatment, and it isn’t something that a marketing leader can drive unilaterally. The more immediately actionable point is that the mental model can shift even when the accounting treatment doesn’t. Treating marketing spend as capital deployment changes the questions Finance asks, the metrics the team tracks, and the default assumption about what happens to surplus. Marketing leaders who put in the upfront work with Finance can shift the conversation immediately. The balance sheet can catch up later, or not at all. --- ### Data Transparency on the Open Web: How AI is Reshaping Performance Advertising URL: https://www.taboola.com/marketing-hub/data-transparency-open-web/ Last Modified: 2026-06-24 14:32:44 Performance advertisers moving beyond search and social face a real tradeoff when expanding to the open web: they gain massive reach, but lose the data guardrails that walled gardens provide. On search and social, each platform controls its own data end-to-end, with collection, modeling, targeting, and attribution all happening within a closed system. On the open web, data accountability shifts to you. Beyond regulatory compliance, data transparency helps you earn consumer trust and gives your artificial intelligence (AI) models the clean, consented signals they need to drive campaign return on investment (ROI). This guide explains how transparent data practices and AI-driven technology work together to help you scale automated media buying across the open web with confidence. https://www.youtube.com/watch?v=QUYxkx8KFfg ## What Is Data Transparency in Performance Advertising? Data transparency means having documented visibility into how consumer data is collected, where it originates, what permissions are attached to it, and how it’s used in automated targeting, optimization, and attribution. On the open web, you need to know which publishers and partners are contributing audience signals, what consent mechanisms are in place, and if the data meets your brand’s standards. That requires taking active ownership of your data flows, rather than relying on platform black boxes. ## Why the Open Web Demands a New Approach to Data The open web is inherently fragmented. Inventory is spread across thousands of independent publishers, data flows through a stack of third-party vendors, and attribution depends on connecting signals across environments that weren’t built to work together. That complexity creates more room for signal loss, inconsistent consent handling, brand safety blind spots, and measurement gaps. Without a proactive data strategy, those issues compound quickly and become difficult to control at scale, making transparent data governance a baseline requirement for sustainable open web buying. ## The Difference Between Data Privacy and Data Transparency Data privacy is about protecting consumer information by limiting access and preventing misuse. Data transparency is about communication: being clear with consumers about what you collect, how you use it, and why. Privacy governs how data is handled; transparency governs how data practices are disclosed and understood. AI can support both by classifying data, enforcing access controls, and monitoring consent signals in real time, helping advertisers maintain data privacy compliance across complex open web environments. ## How Data Transparency Fuels High-Performing AI Models Your AI is only as good as the data you feed it. Bidding algorithms predict conversion likelihood by processing historical signals, including which users engaged, in what context, and what they did next. When that data is consented and traceable, the model can learn from reliable patterns. When the data is opaque, stale, or poorly governed, the model learns from noise instead. That challenge is showing up across the industry: IAB's State of Data 2025 found that nearly two thirds of agencies, brands, and publishers cite data quality, data protection, and fragmentation across AI tools as their top barriers to effective AI adoption. Data lineage — the documented record of where your data came from, how it was transformed, and how it informed downstream decisions — helps mitigate those problems. That visibility gives advertisers more confidence in the signals shaping optimization, supports stronger model performance, and reduces the risk of flawed AI-driven decisions. ## Algorithmic Accountability and Data Lineage Algorithmic accountability means being able to explain why your AI made the targeting and bidding decisions it did. On the open web, where automated media-buying happens in milliseconds across thousands of sites, visibility has to be built into your architecture. Data lineage tracks audience signals from first-party data collection through consent validation, segmentation, and activation. When a performance anomaly or compliance question surfaces, lineage is how you trace it. It may not be glamorous infrastructure, but it’s what makes independent ad buying more accountable and defensible. ## Building Consumer Trust Through Clear Data Collection Consumer trust affects performance. When users understand what data you’re collecting and why, they're more likely to opt in, giving your AI better signals to work with. IAB research found that 82% of advertising executives believe Gen Z and Millennial consumers feel positively about AI-generated ads, but only 45% actually do. Clearer disclosure helps narrow that gap, and brands that do it well earn trust and end up with better data. ### Designing User-Centric Consent Experiences Consent user experience (UX) directly impacts campaign scale. Clear, easy-to-navigate preference centers that give users control can drive higher opt-in rates, resulting in broader consented audiences and stronger signals for your AI models. Regulators are also scrutinizing consent interfaces that make refusal harder than acceptance, so good UX supports compliance, too. ### The Value Exchange: Personalization for Data Consumers are willing to share their data when they feel they're getting value in return. When you’re transparent about the exchange, users who opt in are signaling genuine interest. That creates a higher-quality audience than one built from unconsented data, and your AI marketing models will reflect that in performance. ## Navigating Privacy Regulations on the Open Web General Data Protection Regulation (GDPR) and the California Consumer Protection Act (CCPA) have raised the stakes for independent ad buying. In 2025 alone, data protection authorities issued more than 330 GDPR fines totaling over 1.15 billion euros, underscoring the cost of weak data governance. For open web advertisers, the challenge is in applying privacy rules consistently across a fragmented publisher ecosystem. Your data privacy compliance framework needs to travel with your campaigns. Manually verifying consent signals across thousands of publisher sites isn’t feasible. AI makes that work more manageable by scanning publisher-level consent data, flagging non-compliant inventory before bids are placed, and triggering revalidation when user preferences change. A well-built compliance workflow keeps campaigns running continuously and eliminates the need for reactive audits whenever regulations shift. ## Implementing a Data-Transparent Architecture for Your Campaigns Start by auditing your data pipeline: map every source feeding your campaigns, identify where consent is collected, and confirm that consent status is accessible to your bidding systems in real time. Tag data at ingestion by source, consent status, and collection date so lineage is accurate from the start. Then connect that lineage to your bidding logic so your AI knows what data it’s using and where it came from. That’s what makes transparent data governance operational. Platforms like Realize are built to support that approach, combining AI-driven optimization with the controls and transparency performance advertisers need to scale on the open web. ## The Future of Open Web Advertising: Agentic AI and Data Standards The next phase of open web advertising is agentic AI: autonomous systems that can increasingly plan, execute, and adjust campaigns with minimal human involvement. IAB’s State of Data 2025 points to a near future in which AI supports the full media campaign lifecycle, from audience segmentation and media partner selection to performance forecasting. However, those systems can only operate responsibly on a transparent data foundation, so if an AI agent relies on unconsented or untraceable data, it amplifies compliance and brand safety risks at the same speed it amplifies performance. The data infrastructure you build now will shape how effectively you can adopt the next generation of advertising technology. ## Key Takeaways Data transparency is both a performance strategy and a compliance requirement. Clean, consented, well-documented data is what makes AI-driven advertising effective. Without it, bidding algorithms optimize against noise. Performance advertisers that scale on the open web are building transparent data infrastructure now: consent experiences that earn opt-ins, lineage systems that support algorithmic accountability, and governance workflows that stand up to regulatory pressure. Transparency doesn’t limit performance. It makes performance sustainable. ## Frequently Asked Questions (FAQs) ### What is data transparency in open web advertising? Data transparency means handling consumer data used for targeting and attribution in a clear, accountable way so advertisers know where it came from and consumers understand how it’s being used. ### How does AI improve data transparency for performance advertisers? AI helps automate data lineage tracking, classify sensitive information, and monitor consent signals at scale, making it easier to maintain compliance without slowing performance. ### What is the difference between data privacy and data transparency? Data privacy protects consumer information from misuse or unauthorized access. Data transparency explains what data is being collected, how it’s used, and why. For performance advertisers, transparency builds the audience trust needed to ethically collect the data that privacy laws protect. ### Why is data transparency essential for scaling AI-driven ad models? AI models perform best when the data behind them is clean, consented, and well understood. Opaque or unconsented data weakens predictions, wastes spend, and undermines ROI. --- ### How Do Advertisers Overcome Analysis Paralysis to Test More Ad Creatives? URL: https://www.taboola.com/marketing-hub/advertiser-paralysis-analysis/ Last Modified: 2026-06-10 08:08:58 If you’re working in advertising or marketing these days, you can probably remember a time — maybe even recently — when you worked on an urgent project. It might have been a creative brief that still hasn’t been approved, or an A/B test scoped but not launched. Or, the campaign you’d been focused on shipped with only two creative variants instead of the recommended 10, because production couldn’t keep up. Whatever the project at your particular company, the common theme is uncertainty. These activities needed to be completed, launched, or approved, but they all became victims of analysis paralysis. It’s a recurring problem, particularly for creative decisions, because those decisions feel high stakes, and it happens to the teams who most need to test, and test frequently. Humans often create a bottleneck in creative production, because there’s an instinct to overanalyze before acting. This isn’t a personality flaw to overcome for advertising teams, but rather a structural problem that emerges when the cost of being wrong is perceived as higher than the cost of being slow. That human bottleneck then results in less testing velocity, which leads to less optimization and worse performance results. This isn’t an unfixable problem, though. You can implement a system that scales creative output and ships more tests to market without losing creative focus. It’s even possible to make the cost of a failed test low enough that speed becomes easier and operationalized. Overcoming paralysis is possible. Read on for a blueprint. ## What Is Analysis Paralysis in the Context of Creative Testing? Decision-making is hard. In creative testing, it can be even harder, because creative work always contains some element of subjectivity. Within advertising specifically, analysis paralysis is a response to a system where every creative test involves production time, budget, and approval cycles. Every team member likely knows how hard the design team worked on a new concept or last-minute campaign addition. Failure then becomes more visible to senior stakeholders. So, advertisers fall back on the instinct to gather more data before acting. That feels safer, but it’s counterproductive: by the time the team achieves certainty about a creative direction, the cultural moment or audience signal has already passed. A competitor may have gained the upper hand or share of voice, or ads didn’t run far enough in advance of a sporting event to capture good testing data and deploy the winner. Taboola’s SVP of strategic and corporate marketing, Tom Inbal, spoke at the OMR Festival recently about this kind of stalled action. “When you encounter uncertainty, the instinct is to go do more homework. Let’s get more data, let’s do more testing,” he said. “But, you can’t analyze your way out of uncertainty.” https://youtu.be/iMZB4gSqls4 The solution to this very human problem is creating a new system to work within. “You have to come to grips with the fact that there’s no way to get to certainty fast enough to have impact,” Inbal said. “By the time you’re sure, it’s often too late. So, you have to create the system that allows you to operate despite the uncertainty, and not tell yourself that you’re going to analyze your way out of it.” ### The Real Bottleneck Is Not Creativity — It’s System Design When this uncertainty happens consistently in your organization, it isn’t because of a lack of ideas or creative talent. The problem lies with the system around the creative process, including approval chains, production costs, localization time, and the organizational pressure that backs only what is already proven. Systemic issues also spread to team size — a team with five average ideas and a two-day turnaround will always outpace a team with 10 great creative ideas but a two-week production cycle and four-person approval chain. Fixing analysis paralysis in advertising needs an operational redesign, not mindset changes. ## Why More Data Will Not Solve Your Testing Problem When creative work is underperforming for marketing and advertising teams, a common response is to do more research, gather more audience data, and run another competitive analysis. When every marketing team is running the same AI-powered tools, though, they’re performing the same analyses, arriving at the same conclusions, and running similar creative. Rather than more research, teams have to differentiate with quick action. Acting on an early signal in the data before it’s confirmed, rather than waiting for certainty, can propel your ads to success. Analysis is an important tool to evaluate the bets you’ve made quickly, but it isn’t a substitute for making those bets in the first place. ### The Certainty Trap: How Waiting for Confidence Kills Momentum You’ll likely never find the certainty you want in creative advertising work. Even worse, delaying ad testing because of uncertainty can cost the business money. For example, say a team spent four weeks refining a creative brief and testing audience hypotheses, then discovered that a competitor had already launched, tested, and iterated on a similar concept. That competitor captured the advantage because they moved quickly, not because they had superior creative. Successful teams are “very big on momentum,” said Inbal. “Whenever they see momentum, they’re putting a lot behind it quickly. They would rather lose money on a failed pilot than lose an opportunity that they think has a 51% probability of success.” ### Speed of Judgment vs. Depth of Analysis Deep analysis isn’t the only action that performance marketers can take. They can also use speed of judgment as a lever. These have different applications: deep analysis is useful for strategy, campaign architecture, and budget allocation. Speed of judgment is essential for signal detection and creative iteration. Most marketing teams overinvest in the deep analysis at the creative execution layer, but that’s where fast cycles and fast reads are more valuable than comprehensive, pre-campaign research. Start thinking about creative testing differently — the goal of a creative test isn’t to prove a hypothesis, but to generate a new signal to act on. The more of those signals you capture, the more testing data you’ve just gathered. ## Building a System That Makes Testing Safe How can performance marketers and advertisers shift to a testing- and risk-safe system, then? Analysis paralysis can be cured by courage, but not in an abstract sense. Instead, it’s ensuring that the system in place can structurally reduce the perceived risk of each test. That type of system creates a permission structure for movement and action. When the team has agreed-upon rules about how to evaluate a test, what counts as a signal, and when to kill or scale a tested item, then the individual launch decision is much lower-stakes. This type of effective creative testing system has three key components. ### 1. Treat Creative as Data, Not Art Creative advertising work brings together human imagination and business guardrails in a way that can’t be replicated. Your design team’s creative quality will ideally meet testing in a way that generates signals and further iteration. In a high-velocity testing environment, each creative variant serves as a single hypothesis that either generates a useful signal or it doesn’t. Either of those outcomes is valuable. If it overperforms, you can double down for continued success. A variant that underperforms provides valuable insight as well. Reframing quick testing in this way makes it easier for your team to launch imperfect creative quickly, learn from it, then iterate. It’s much more effective than polishing indefinitely before going live. ### 2. Set a Testing Cadence and Hold It In Inbal’s keynote speech, he noted the pattern he’s seen among top performance advertisers: they set a firm quarterly target for the number of new creative concepts, formats, or channels tested, and organizational accountability for hitting that target. “They’ve found a way to have a mindset of risk-taking built into how they operate,” Inbal said, later adding that, “Being courageous with a system is how you outperform.” With regular targets and a regular cadence in place, there’s now no need for each test to be individually justified. Testing is the default mode, not the exception. Try this as a starting framework for your own organization: set a minimum number of new variants to test per campaign cycle, and set a maximum evaluation window before a kill-or-scale decision is made. ### 3. Agree on a Master Metric Before You Launch Inbal also found that top-performing advertising teams choose a master metric. “They compare everything in a very simplified way, all the different interactions,” he said. “They know it’s not perfect, but it helps them cycle through a lot of testing fast, and make up their minds and move.” Conflicting interpretations of which metric matters can stop testing velocity in its tracks. When analysis paralysis happens at the point of decision, having a simplified, directionally correct master metric in place provides a focus point for everyone involved. When a team has a pre-agreed, imperfect-but-fast metric for evaluating performance, the post-launch evaluation becomes fast and unambiguous. Teams can cycle through creative variations quickly and make up their minds without a lot of debate. Master metrics can vary between industries, but include customer acquisition cost (CAC) for e-commerce or retail; daily active users or total time spent for media and content platforms; and gross merchandise value (GMV) for marketplaces. Generally, look for the specific action where a user realizes the core value of your product as a starting point to establish your master metric. ## How Realize Lowers the Cost of Every Creative Test Realize takes into account all these structural barriers to creative testing. Two key platform capabilities make it easier to avoid analysis paralysis: ### Agentic AI creative generation and localization These capabilities dramatically reduce production time and cost per variant, so even small teams can test significantly more without increasing production overhead. ### Autonomous, real-time A/B testing and creative rotation These features remove the need for manual monitoring and intervention during a test, which can save many hours and work faster than a human team is capable of. Together, the effect of these Realize features is that the cost of failure for any individual creative test drops significantly. Then, the risk calculus changes, making high-velocity testing rational, not reckless. This takes the pressure off performance marketers and helps reduce the chance of analysis paralysis within the system. It operationalizes the entire system as one that encourages frequent testing. ## Key Takeaways With a testing system in place, day-to-day advertising work looks different. A scenario like one where the creative took six weeks to ship now looks like six weeks where that team captured zero signals. How many useful, informative signals from the data might have shown up and informed the creative strategy with the new system in place? That one missed opportunity may have ultimately cost the business a lot. The choice isn’t between being careful and careless, or no-risk vs. high-risk testing. It’s between a slow system and a fast one. Realize makes fast possible without increasing risk or overhead, leading to more frequent testing for better creative success. Creative velocity isn’t a nice-to-have, but an essential, strategic part of your business’ long-term competitive position. ## Frequently Asked Questions (FAQs) ### How many creative variations should we be testing per campaign? To get the number of creative variations that works for your business, start by identifying your current velocity and then setting a target that’s 2-3x higher. The right number is the one that generates a statistically useful signal within your evaluation window. Most teams should probably be testing more than they are now, and agentic AI makes it possible to test 10x more ad variations without increasing production overhead. A recent Taboola survey found that 76% of marketers see meaningful improvements in performance using agentic solutions. ### How do we decide when to kill a creative test vs. give it more time? The most common source of testing inertia is post-launch deliberation about whether a variant had enough time in market. In an operationalized testing environment, it’s important to set guardrails for when to kill a creative test or give it more time. Get to know the concepts of both a pre-agreed evaluation window and a kill threshold, and make sure they’re defined and communicated to teams before the test launches, not after. It’s also useful to consider the master metric framework: when there’s one agreed signal to watch, the kill/not-kill decision is much easier to make. ### Won’t testing more creative variations dilute our brand consistency? This is a common concern from brand teams — that testing multiple creative variations will appear to users as inconsistency. However, creative testing at the performance layer doesn’t require testing brand identity. Typically, creative testing variables might include format, message sequencing, visual treatment, and the calls to action (CTAs). They don’t usually include logo placement, tone of voice, or other brand treatment details. A well-designed testing system should include guardrails that define what is in scope for iteration and what is always the same. --- ### How Advertisers Use Agentic AI Goal-Based Optimization to Scale Budgets Profitably URL: https://www.taboola.com/marketing-hub/goal-based-marketing/ Last Modified: 2026-06-24 08:16:12 Performance advertisers can no longer rely on vanity metrics like clicks, impressions, and engagement rates to measure ad campaign success. While these metrics may look strong inside ad platforms, they often fail to reflect actual profitability. Custom goal-based ad optimization helps advertisers align campaigns with real business outcomes by focusing on lower marketing funnel metrics such as purchase CPA, ROAS, and revenue. Combined with rule-based performance systems, advertisers can automate campaign decisions in real time. Using automated campaign rules for stop loss ad optimization, target CPA automation, publisher blocking, and automated budget scaling, brands can protect spend, scale winners faster, and create a continuous optimization loop that improves efficiency around the clock. ## What Is Custom Goal-Based Ad Optimization? Custom goal-based ad optimization is the process of optimizing campaigns around business-defined profitability goals, instead of relying entirely on platform algorithms. Native ad platforms often optimize toward broad conversion signals that may increase volume, but fail to generate profitable customers. By implementing custom optimization rules tied to actual business economics, advertisers can optimize campaigns based on margins, revenue, customer value, and target acquisition costs. This creates a more controlled and sustainable approach to performance advertising that prioritizes profitability over vanity metrics like click or “like” tallies. ## Why Performance Advertisers Need Rule-Based Performance Manual optimization is too slow for modern advertising environments, where performance can shift hourly (or faster) across multiple campaigns and placements. For advertisers focused on lower funnel metrics, delayed action often leads to wasted spend and missed scaling opportunities. Rule-based performance solves this by automating decisions based on predefined business logic. Through agentic ai ad optimization, advertisers can instantly pause underperforming campaigns, prioritize and scale up profitable ones, and protect budgets without constant manual oversight, allowing media buyers to focus on strategy and testing (and, maybe, even step out for coffee now and then). ## Setting Benchmarks for Lower-Funnel Metrics Before turning on automation features, advertisers need to define what success actually looks like. This starts with understanding core unit economics, including margins, average order value, fulfillment costs, and customer acquisition limits. From there, advertisers can establish target CPA automation thresholds, minimum conversion rates, and profitability benchmarks that guide every automated decision. These benchmarks become the foundation for all automated campaign rules and optimization logic. ## 4 Custom Rules to Automate Your Ad Campaigns The most effective ad campaign automation strategies rely on simple “if/then” logic that continuously manages budgets, placements, and creatives based on performance outcomes. These custom optimization rules allow advertisers to react instantly to changes in campaign performance while maintaining strict profitability controls across every stage of delivery. ### 1. Implementing Stop/Loss Rules to Prevent Wasted Spend Stop loss ad optimization rules act as automated safety nets that pause campaigns once spending exceeds acceptable limits without generating conversions. For example, a rule may state: “If spend exceeds $250 with zero purchases, pause the campaign.” These systems provide critical ad spend protection by stopping inefficient campaigns before wasted spend escalates. ### 2. Automating Budget Scaling for Winners Automated budget scaling helps advertisers increase spend on profitable campaigns without waiting for manual approval. This allows winning campaigns to grow faster while maintaining controlled risk. A common example is: “If purchase CPA is below $5 for three consecutive days, increase budget by 20% up to a set cap.” This approach supports sustainable scaling while protecting overall profitability. ### 3. Real-Time Publisher and Site Blocking Not all placements generate quality traffic. Some publishers may drive high impressions and clicks while producing little to no conversion value. Using custom optimization rules, advertisers can automatically block sites or apps that exceed spend thresholds without meeting conversion goals. This improves overall campaign efficiency and reduces wasted budget across low-quality inventory sources. ### 4. Pausing Underperforming Creatives Automatically Creative fatigue can quickly reduce campaign performance if weak ads continue receiving spend. Automated rules help advertisers identify and pause declining creatives in real time. For example, advertisers can pause ads when CPA rises above target thresholds or conversion rates fall below acceptable benchmarks. This ensures algorithms continue prioritizing the strongest-performing creative assets. ## Building a Continuous Optimization Loop Automation should not be treated as a one-time setup. Successful advertisers continuously review rule performance, analyze execution logs, and refine optimization logic over time. A strong continuous optimization loop includes testing new creatives, adjusting scaling thresholds, refining placement exclusions, and updating rules as campaign economics evolve. This keeps automation aligned with long-term business goals and changing market conditions. ## Key Takeaways Custom goal-based optimization allows advertisers to focus on profitability instead of surface-level platform metrics. By aligning campaigns with real business economics, brands can make smarter decisions based on hard performance data, rather than guesswork. Through rule-based performance systems, advertisers can automate stop/loss protection, publisher blocking, budget scaling, and more, to improve efficiency 24/7. Combined with a strong continuous optimization loop, these strategies create a more scalable and profitable performance advertising framework. ## Frequently Asked Questions (FAQs) ### What is a custom rule in ad optimization? A custom rule is an automated condition that triggers a predefined action when specific campaign criteria are met. For example, a rule may pause a campaign if CPA exceeds a target threshold or increase budgets when ROAS improves. These automated campaign rules help advertisers manage campaigns continuously without relying on manual monitoring, improving both efficiency and consistency across ad accounts. ### How does rule-based performance differ from platform algorithms? Platform algorithms generally optimize for broad delivery goals like clicks, engagement, or conversion volume. While useful, they may not always align with real profitability targets. Rule-based performance uses advertiser-defined constraints based on actual business economics and lower funnel metrics. This gives advertisers more control over campaign profitability and budget management. ### What is a stop/loss rule in digital advertising? A stop/loss rule is an automated safeguard that pauses campaigns, ad sets, or placements when spending exceeds a defined limit without producing conversions. These rules are commonly used for ad spend protection because they react instantly to poor performance and prevent campaigns from wasting budget. ### How often should automated optimization rules run? Automated optimization rules should ideally run continuously so campaigns can react immediately to performance changes throughout the day. Real-time monitoring helps advertisers maintain target metrics, protect budgets, and scale profitable campaigns faster by eliminating delays caused by manual oversight. --- ### AI Governance in Marketing: Real-Time Decision Logging Explained URL: https://www.taboola.com/marketing-hub/ai-governance-in-marketing/ Last Modified: 2026-05-28 11:18:28 There’s never a dull moment for those working in marketing, and figuring out how to safely use AI is the current top challenge for a lot of teams. After enterprise AI marketing adoption surged in the past few years, marketers are now seeing what can happen without AI guardrails. In response, enterprise advertisers and agency buyers are slowing down on their use of unchecked, black box AI. They’re disabling automated AI features to retain operational control, create audit trails, and generally shift toward a robust governance layer. That AI governance layer includes real-time decision logging and confidence scoring to make sure AI tools are justifying their reasoning every step of the way. ## The Agency Buyer’s Dilemma: Why Marketers Turn Off Unchecked AI The rise of agency buyer AI skepticism is well-founded. Businesses have been fined, lost crucial brand trust, and been taunted online for their AI usage. AI can increase speed and volume dramatically, but without careful human control, ungoverned AI can cause massive problems. Unchecked AI risks are a big liability for enterprises across a few different areas of concern: ### Compliance Legal standards around the world include the GDPR, the CCPA, HIPAA, and more, all of which govern data protection and privacy for companies operating on the internet. AI companies have been fined under the GDPR because they couldn’t show documentation of how data was used — a common issue when using AI tools that can’t create an AI audit trail. New AI-specific compliance regulations include the EU AI Act, which takes full effect in August 2026, and mandates documented controls for high-risk AI systems. ### Credibility Trust is a cornerstone of successful AI adoption. While AI has quickly become commonplace, users want to know that brands will connect with them as humans. Transparent and accountable AI governance can maintain or build confidence for users, stakeholders, and regulators. This is particularly important for sectors like finance and healthcare, but all verticals have to bring trusted products and ads to market for long-term success. ### Risk Mitigation While compliance standards can enact financial and legal consequences, there are plenty of uses of AI that don’t violate standards, but still pose business risks. A partner might ask how the marketing team created joint ads, for example, but if they used AI without governance or guardrails in place, there’s zero visibility or history available. ## Shadow AI vs. the Governance Layer: Why Static Policies Aren't Enough A written AI policy might already be in place for a lot of enterprises — something the legal team asked for in the earlier days of AI tools. But, marketing teams have likely already explored further use cases, various AI tools and models, and created work with AI far outside of that policy. Those static rules and documentation can easily lead to shadow AI marketing. AI governance in marketing has to be embedded into the actual workflow for it to work. Marketing teams move quickly, with dynamic work that changes day to day or week to week depending on ad performance, audience needs, open web trends, and more. To be able to show AI history and maintain continuous visibility, true AI governance should be an embedded operational layer inside of marketing tools. ## Real-Time Decision Logging: The 2026 Baseline for Enterprise AI So, how are marketing and advertising teams and agency buyers tackling the need for compliance? Many are turning to books-and-records compliance for AI, which refers to a type of regulatory compliance. For financial services firms, books-and-records compliance now requires them to track all AI-generated content as official records. That has created a high bar that treats AI outputs like emails or memos, meaning that they have to be available during audits and securely stored for five or more years. Financial services might be the first to require this compliance, but every AI action in 2026 should have an immutable audit trail that tracks the prompt, the data used, and the model’s rationale, including real-time decision logging, which records the choices made by a system or algorithm at the moment they occur. AI audit trails show to internal stakeholders and regulators why a decision was made the way it was, and what the resulting actions were. ## Demystifying the Black Box With Confidence Scores AI audit trails should include AI confidence scores, too. These scores allow an AI model to report its own uncertainty, generally as a numerical value or percentage from 0% to 100%. It’s a metric for AI reliability, with higher scores reflecting stronger evidence to support AI output, and lower scores showing uncertainty that might need human review. AI confidence scores are a self-reporting mechanism that can serve as a safety net for agencies and businesses to triage and avoid risk. It also removes any concerns around black box technology platforms, since human operators get involved whenever the AI’s recommendation is low-confidence. ## Applying Human-in-the-Loop (HITL) for Safe Scaling Human review of AI outputs, or human-in-the-loop (HITL) marketing, brings confidence scores into daily reality for advertisers and marketers. A team might set specific thresholds for confidence scores, e.g., if the AI confidence score drops below 85%, then the decision automatically routes to an agency buyer. For agencies moving super quickly, this is a way to automate execution with AI while also providing essential human oversight. ## How Realize+ Embeds Governance Into Marketing Automation Using AI responsibly in marketing automation is an essential part of trustworthy, explainable AI marketing. Agencies and performance marketing teams know that AI can be a strong partner for scaling quickly, but they need a transparent audit trail, too. Too many performance marketing platforms have added AI features in response to trends, but haven’t yet developed the capabilities to document actions and create visibility. Realize+ has built on its modern foundation to provide an explicit audit trail of its reasoning. It’s an antidote to unchecked AI and black box platforms, bringing radical transparency to skeptical agency buyers along with other teams and partners that need to see AI documentation. The end result: Buyers can take full advantage of AI’s speed and scale while maintaining the control they need. ## Key Takeaways Agency buyers and marketing teams can move fast, create volumes of ad variations, and target audiences like never before with AI. But, the era of blind trust has ended, with verifiable proof now essential for enterprise AI use to ensure brand trust, credibility, regulatory compliance, and risk mitigation. Performance platforms like Realize+ can now provide real-time decision logging, AI confidence scores, and AI audit trails to allow users to scale AI securely and transform governance into a competitive advantage. ## Frequently Asked Questions (FAQs) ### What is AI governance in marketing? AI governance in marketing is the entire framework of technical controls, processes, and policies in place to make sure AI is used responsibly and in alignment with brand and regulatory standards. This includes decision logging, confidence scoring, and the creation of audit trails, all of which bring transparency to a company or agency’s AI usage. Incorporating AI governance into marketing workflows can set rules for data usage, brand guidelines, and other guardrails, to prevent risk. ### Why are agency buyers skeptical of unchecked AI? Agency buyers hold a lot of responsibility, with accountability for brand safety and ROI. The use of unchecked or “black box” AI makes it impossible to perform audits, discover how decisions were made, or see how errors occurred. Agencies frequently disable the use of unchecked AI tools to avoid reputational damage or costly compliance violations. ### How do confidence scores improve AI governance? Confidence scoring reveals exactly how certain an AI model is about its specific output. High scores lead directly to automated actions, while low scores send the decision to a human for review. Confidence scores improve AI governance significantly, since human users of AI can set thresholds to mitigate operational risk while still taking advantage of AI’s speed and scale. ### What is real-time decision logging? Real-time decision logging refers to the practice of keeping an audit trail for every AI-generated action made by a system or algorithm. This decision logging records the inputs, the model’s logic, and the final output, all of which create an immutable audit trail for organizations to retrace and use to justify AI decisions after they occur. --- ### The Opportunity Arbitrage: How Marketers Provide the Alpha AI Can’t Find URL: https://www.taboola.com/marketing-hub/how-marketers-stand-out-in-ai-era/ Last Modified: 2026-06-04 09:37:58 Every performance marketer is asking the same question right now, even if most won’t say it out loud: Is AI going to take my job? The fear isn’t unreasonable. Every quarter brings another agentic capability, another piece of the workflow that once required a human and now doesn’t. Briefs, bids, creative variations, performance measurement — all of it is being handled by tools that didn’t exist three years ago. That said, it’s still not the right question. AI is already doing parts of the job. The real question is whether AI can replace the specific kind of value the best marketers bring to the table. As Tom Inbal, SVP of strategic and corporate marketing at Taboola, put it in his recent OMR keynote, AI doesn’t have style. It doesn’t have accountability. It doesn’t have a team it trusts. That might sound like a mere pep talk, but it isn’t. Those are the three things still separating the marketers who outperform from those who don’t. This article covers what AI can’t replace, who’s still generating real returns, and how you can land on the right side of the shift. ## What AI Can Do — and What It Cannot There’s a clean line between where AI adds value and where it starts to fall short. AI is excellent inside known parameters. It optimizes well when the variables are defined and the success criteria are clear. It scales proven playbooks faster than any human team, and it reduces variance, which is why even average operators are getting decent results now. In his OMR keynote, Inbal shared a stat that should stop every performance marketer in their tracks. Across Taboola’s network, the variance in cost per action (CPA) between campaigns has compressed by roughly 50% over the last two years. The average improved. The gap between average and below-average shrank. That’s AI doing what it does well. What AI doesn’t do well: - Identify opportunities before the data confirms them. - Make a bet that depends on trusting a specific team member’s instinct. - Read a cultural or market shift that isn’t yet in the dataset. - Decide how much risk is appropriate given the business context, the politics inside the company, or the CFO’s mood this quarter. Those decisions require judgment, and judgment is the part of the job that compresses the slowest. ## AI as Autopilot: The Exploit Function Every healthy marketing portfolio has an Exploit layer. It’s the channels, tactics, and creative approaches that are tested, proven, and reliably profitable. This is where AI shines. When the signals are known and the variables sit within a defined range, an automated system is a better operator than a human. It’s faster, more consistent, and never gets tired around hour three of dashboard review. Inbal’s framing in the keynote splits any healthy marketing budget into two layers: Exploit and Explore. The Exploit layer is where automated bidding, budget pacing, performance monitoring, and creative rotation should run on autopilot. It’s also the layer where Taboola’s Realize+ operates with full autonomy — not because humans are being demoted, but because humans were never going to win that race. The point isn’t that machines are replacing people in the Exploit layer. The point is that people shouldn’t have been spending their hours there in the first place. If your team’s identity and time are still anchored to operational management of the Exploit layer, that’s the part of the job that’s most exposed. It’s also the part where your marginal contribution is smallest. ## Where AI Reaches Its Limit: The Explore Function The Explore layer is different. This is where new channels get tested, new creative directions are bet on, and new audience theses are tried before the data is conclusive. It’s the domain where human judgment is irreplaceable, not because AI lacks processing power, but because the relevant signals aren’t in the data yet. In his keynote, Inbal told a story about a recent campaign his team launched. “A couple of years ago, this campaign would never have been made,” he said. “It was too risky. We’re a public company, billions on the line. We wouldn’t have taken the chance.” What changed, he continued, wasn’t the appetite for risk, but rather, the cost of testing, adding that, “AI pushed us and enabled us to be braver.” The idea still came from a human. AI just made it cheap enough to try. The Explore layer, then, is where alpha lives. It’s not an optimization problem. It’s a pattern-matching problem that requires: - Lived experience in the category. - Cultural fluency that isn’t yet in training data. - The willingness to act on incomplete information. AI can help validate or kill a hypothesis once a human puts it on the table. It can’t form a hypothesis to begin with. https://youtu.be/iMZB4gSqls4 ## The Three Things That Make a Marketer's Contribution Irreplaceable In Inbal’s keynote, he named three specifically human attributes that AI doesn’t replicate. These aren’t aspirational, they’re observable patterns in the marketers who consistently outperform. ### Style: The Distinct Point of View That Cannot Be Prompted Style in marketing isn’t aesthetic preference, it’s the accumulated sense of what a brand’s audience will find compelling, built from category knowledge, cultural fluency, and direct experience with what has and what hasn’t worked before. A well-prompted AI can produce creative that’s technically competent and audience-appropriate. What it can’t produce is creative that reflects a real point of view about where the culture is going next. That conviction is what makes some creative memorable and most of it forgettable. There’s no shortcut to it. It comes from years of paying attention to what actually gets a response. ### Accountability: Owning the Outcome, Not the Process There’s a difference between executing a decision and owning one. AI does the former. It can’t do the latter. Owning a decision means facing the consequences when things go wrong, and getting credit when they go right. Both of those things compound over time into something useful: a track record. The marketers who are trusted with the next big bet are the ones who have been right or wrong about previous bets, and can tell you why. That’s not a soft skill, it’s the basis of every budget conversation, every promotion, every shot at running a bigger team. ### Team Trust: Backing the Right Instinct at the Right Moment Team trust is probably the most overlooked piece of this. A lot of the best marketing decisions don’t come from a clean dataset — they come from a leader saying yes to a team member’s read on something before the numbers are in. That happens because the team member has been right before, or because they know the category in a way no one else on the team does. In some cases, the leader has simply learned over time that this person’s instincts are usually worth the risk. None of that lives in a tool. It lives in working relationships that are built over years. The person who called something correctly last quarter gets more room to call the next one. That’s what makes a good team so powerful. ## From Platform Operator to Growth Architect: Redefining the Role The job description that’s emerging from all of this has a name: Growth Architect. A platform operator works inside the system. They optimize what’s running, watch the metrics, and keep the campaigns moving. A Growth Architect builds the system itself. This professional decides where capital goes, what level of risk each part of the budget carries, where the team should be hunting for opportunities the dashboards aren’t yet showing, and what counts as a win at the portfolio level. The Growth Architect runs marketing the way a fund manager runs a portfolio — with a mix of safe, predictable returns and higher-risk bets that aren’t all expected to land. The marketing budget stops being a spend plan and starts being an investment thesis. A few things shift when you start working this way: - Finance conversations look different: Instead of walking through last week’s CPA fluctuations, you’re explaining why a slice of the budget is funding tests that won’t all pay off — and why that’s the point. - The definition of success looks different: No one’s asking whether every line item returned positive return on ad spend (ROAS). They’re asking whether the portfolio, as a whole, beat what your competitors are pulling off with the same tools. - Your calendar looks different: Mondays aren’t for tweaking bids anymore. They’re for spotting the next channel or audience nobody has priced in yet. ### What a Growth Architect Does With Their Time When automation is doing the work in the Exploit layer, and a real testing program is feeding the Explore layer with fresh signals, your week opens up. The hours go to decisions only a person can make: - Finding the next channel or audience that’s still undervalued. - Building the internal pitch for a new bet — the slides, the numbers, the story. - Staying close to the CFO and CEO, so when it’s time to ask for funding, you already have the relationship. - Coaching your team to make better calls under uncertainty, not just better-optimized campaigns. Now, picture the platform operator’s week alongside that: tweaking bids, rebalancing budgets, scanning creative reports, pushing approvals through Slack, and fixing broken UTMs. Those two weeks aren’t producing the same value. One generates alpha. The other gets you a little closer to the middle of the pack. ## How Realize Amplifies the Human Edge This is the role Taboola’s Realize platform is built to support. The pitch is straightforward: Realize isn’t here to replace the marketer, it’s here to take the operational grind off the marketer’s plate so they can spend time where their contribution actually matters. Realize runs the Exploit layer for you with autonomous bidding, creative rotation inside proven parameters, localization across markets, and ongoing performance tracking. Realize+ extends that further, taking full ownership of the optimizable, repeatable parts of the workflow. You don’t give up control. You give up the busywork. The bandwidth, the hours, the team’s attention — all of it is redirected to the Explore layer, which is where alpha actually comes from. A marketer using Realize isn’t a platform operator. They’re a Growth Architect who finally got their week back. ## Key Takeaways Now we circle back to the initial question: Is AI going to do your job? Parts of it, yes. The execution, the optimization, the scaling of what’s already working. That’s being absorbed, and the absorption will continue accelerating. What isn’t being absorbed is the part of the job that requires you to make a call under uncertainty, hold conviction when the data isn’t conclusive, back an idea before it’s safe to back it, and own how it turns out. The marketers who define themselves by their command of the execution layer are the ones who should be worried. The ones who define themselves by the quality of their bets — by the alpha they pull out of a market where everyone is using similar tools — are the ones who are about to become harder to replace, not easier. As Inbal said in his keynote, this isn’t a forecast. It’s the current state of play. The only thing left to decide is which side of it you’re on. ## Frequently Asked Questions (FAQs) ### If AI is getting so capable so quickly, how long will the human edge in marketing last? This is a fair concern, and there’s no point in pretending otherwise. AI will keep getting better at more things, and some of the work that requires a person today won’t require one in two years. But, the underlying need for a human layer above the algorithm isn’t disappearing. Markets will keep being uncertain. Culture will keep moving faster than the training data. Real accountability will keep belonging to people who bear consequences. The specific tasks shift, but the structural role — making bets, owning outcomes, reading what the data hasn’t caught yet — sticks around. ### How do I make the case internally that my team should be expanded, not reduced, as AI automates more tasks? Start by changing what your team gets measured on. If your value to the company comes from how much execution you crank out, you’re going to lose that argument, because the company can run that volume with fewer people now. If your value comes from the quality of the bets you’ve made and the returns those bets generated, that’s a different conversation. Track Explore outcomes separately from Exploit performance. Attribute revenue to the strategic calls your team made, not just the campaigns it ran. Once the numbers tell that story, the headcount question stops being about cost. ### What skills should performance marketers be developing to stay relevant as AI expands? Three human skills are doing the heaviest lifting in performance marketing now. The first is strategic risk-taking — building a thesis about something promising and putting money behind it before the data has fully proven it out. The second is portfolio thinking — running your budget as a mix of bets, some safe and some speculative, instead of a flat plan to be optimized. The third is talking to Finance in their language — capital, yield, return on investment, business growth — so the work is funded properly. None of these are accidentally AI-resistant. They’re what the Growth Architect role requires. --- ### Is Alpha Decay Inevitable in Performance Marketing? URL: https://www.taboola.com/marketing-hub/alpha-decay-performance-advertising/ Last Modified: 2026-06-08 12:22:06 For senior marketers and growth leaders, AI has been an incredible tool for scale. The only problem: it’s been an incredible tool for every other marketing and growth team to scale, too. Data shows that cost per action (CPA) variance shrank by about 50% between 2023 and 2025 on Taboola’s network, according to Tom Inbal, SVP of strategic and corporate marketing at Taboola, who spoke at the OMR Festival recently. His observation points to the uncomfortable truth that the more everyone adopts AI, the harder it becomes to stand out. Realize data also found that 98% of marketers are actively using or testing agentic AI to run parts of their workflow. So, while AI is the best tool you can use to grow your performance campaign success, it’s likely also the reason you feel like performance is plateauing. Your particular AI stack on its own won’t make you stand out, because everybody is using the same tools. In this article, I’ll explore the concept of alpha decay, why it’s accelerating for performance advertisers, and what the outperformers are doing differently. ## What Is Alpha Decay and Why Does It Matter to Marketers? In this context, alpha decay is a term taken from quantitative finance. It refers to the measurable gap between your performance and the market average — essentially, how good you are as compared to the average. When thinking of that CPA variance, for example, if your advertising platform’s average CPA is $25 and yours is $18, that gap is your alpha. This concept has come into play as more advertisers use the same AI tools to optimize toward the same signals, which shrinks the gap between the top and average performers. “If you’re thinking that your AI stack is your edge, you’re probably wrong,” Inbal said during the keynote. “It’s not really going to make you stand out. Everybody has the tools. Everybody has access to the same answers.” ### Why Alpha Decay Applies to Advertisers Now In quantitative finance, algorithmic trading eroded the edge of early quantitative funds. The alpha strategy is one that can outperform the market by taking calculated risks. Today, as AI democratizes bidding, targeting, and creative optimization, the same dynamic plays out. Alpha decay takes place when performance marketing teams lose their edge, because their competitors have all gained that exact same edge. ### What the Data Shows Is Actually Happening on the Open Web The Taboola data Inbal cites shows how alpha decay is entering the performance marketing arena. Engagement campaigns show a 52% variance reduction, while reach campaigns show a 50% variance reduction. For purchase objective campaigns, it’s a 40% variance reduction. “AI makes being decent much easier,” Inbal said. “You can do the average easier, but it works both ways. It is that much harder to be an overperformer.” On top of this, 76% of marketers report meaningful performance improvements from using agentic AI solutions. Looking at the data points in combination, it reflects the trend of AI raising the floor while compressing the ceiling. AI makes poor performance less likely, and exceptional performance harder to achieve at the same time. https://youtu.be/iMZB4gSqls4 ## Why Standard AI Optimization Accelerates the Problem Alpha decay is a structural challenge. Information asymmetry, which is what gives most marketing teams their edge, has already been eroded by shared AI infrastructure. As per Inbal’s example in his speech, if every chef at the fish market has a sophisticated AI scanning tool to scan all available fish and recipes, the price discovery becomes close to perfect. The opportunity for sellers to differentiate on pricing or other advantages disappears. Optimizing harder within the same system isn’t a way to escape the alpha decay issue. “Alpha decay is happening in our market,” Inbal said. “It means that the average is the trap. It means that if you’re not breaking free of the average, your CFO is thinking this team is replaceable. So, how do you break free of that trap of the average?” ### When Everyone Runs the Same Playbook This may sound familiar to many performance marketers working in advertising firms: your competitors are running similar creatives and using similar targeting logic, and seeing similar CPAs. If 98% of marketers are actively using or testing agentic AI, the tools stop being a differentiator. Near-universal adoption of the technology means it simply becomes table stakes. You’ve likely been asked whether and how you’re using AI by your leadership team, but the new question now becomes: “What are you doing that AI cannot replicate?” ### Why the Instinct to Do More Analysis Makes Things Worse Performance marketers are data-driven. When uncertainty starts ramping up, it’s common for marketing teams to gather more data and perform even more testing before taking action. It’s a rational response, but it will backfire. If every team runs the same analysis with the same AI tools, they’ll come to the same conclusions and bid on the same opportunities. When a team does finally determine what action to take, the window has often closed, so what’s the new way to tackle performance marketing goals when all your competitors are doing the same thing? It isn’t doing more and more analysis — it’s creating a better system for taking action despite uncertain conditions. As Inbal puts it, “As marketers, if we don’t exercise the option to be braver, we will be replaced.” ## What the Outperformers Are Doing Differently From Inbal’s work with top-performing advertisers across insurance, health, home and garden, and credit cards, there’s a common thread that drives their success: operationalized courage. Beyond building a culture of risk tolerance, these high performers have built a system for being bold. They’ve developed ways to find new value. “Being courageous without a system is recklessness,” said Inbal. “Being courageous with a system is how you outperform… For me and my team, we had to come to grips with the fact that we couldn’t analyze our way out of uncertainty.” This operationalized courage, or systematized risk-taking, is a repeatable process for finding and backing high-potential opportunities. It isn’t the recklessness of throwing money at random ideas, or the excessive diligence of extra testing or data-gathering that delays decisions and actions. “AI is going to favor the bold,” said Inbal, “and the question is: Are you going to be one of the bold and one of the brave or not?” ### Developing a Portfolio Mindset of Exploit and Explore These bold outperformers often approach their marketing and advertising work with the Exploit vs. Explore framework. It’s a structural backbone that allots space for both of these activities. Exploit includes the proven, high-confidence activities that fund exploration without putting the business at risk. Explore includes the deliberate allocation of budget to unproven channels, formats, and strategies, with the expectation that some will fail. This isn’t a random or loose mix of activities, or just a spending plan, but rather a different way of thinking about testing and learning. If you take a portfolio mindset with Exploit and Explore, you would anticipate losses in the Explore column. “If you’re expecting everything you do to have a positive return, that’s not a portfolio,” said Inbal. “In a portfolio, you have a mix that exposes you to different risks and opportunities. You expect only some of it to work out.” ### The Top Three Patterns the Best Advertisers Use Outperformers also have some common behaviors that show up in Taboola’s platform data, per Inbal. These are a few operational patterns seen among top performers in advertising: - Determining a simplified master metric: Choosing a single metric lets teams cycle through testing quickly, without getting lost in conflicting key performance indicators (KPIs), and keeps teams unified. - Setting a firm testing target: Pick a firm target each quarter for testing new channels, platforms, or strategies, and set accountability for hitting it. - Incorporating a bias toward momentum: Teams put weight behind early signals quickly, rather than waiting for statistical confidence. Choosing to take action, prioritizing boldness in a structured way, and using data plus instincts can all help performance teams find new and different success. “Make your move. AI will give you a lot of clarity that you never had before, but it won’t make the move,” Inbal said. “AI does not have style. It does not have a sense of belonging or accountability. It does not have a team that it trusts. So, you can make that move because you saw some promising early data, and because there’s someone on your team who is passionate and you believe in their instincts. These are valid reasons to dare and to explore.” ## How Realize Helps You Escape the Alpha Decay Trap Realize and Realize+ each play a role in the Exploit vs. Explore framework. Realize+ serves as the autopilot for the Exploit function. It can handle proven, high-confidence campaigns autonomously to protect efficiency and free the team’s time and budget. Realize serves as the copilot for the Explore function, where alpha is still available. It lowers the cost per creative test, making it possible to run more experiments without proportionally increasing production overhead. Together, they create the practical infrastructure that makes a portfolio strategy possible. “If it’s very tried-and-tested for you, it’s probably tried-and-tested for others,” said Inbal. “So, the trick is to use Exploit to give you the confidence that you can afford to explore. AI lets you do a lot more exploration.” ## Key Takeaways If you’re doing everything right with performance marketing optimization, and still see any advantage slipping away, you’re not alone. You can trust your instincts — and the data to back them up. At this stage in an alpha decay construct, seize the opportunity to do something different. Most teams will respond by optimizing harder within the same system, but marketers who build a parallel exploration system will be much more rare, and more valuable. Now is the time to choose to be bold. ## Frequently Asked Questions (FAQs) ### If AI is causing alpha decay, why should I invest more in AI tools like Realize? There’s a difference between using an AI as a commodity, where everyone does the same thing and loses any advantage they had, and using AI strategically to open up capacity for exploration and gain new advantages. AI doesn’t universally cause alpha decay. It erodes alpha when it’s used for exploitation, but if AI is used to automate the baseline and lower the cost of creative testing, it can become the engine of exploration, instead of dragging down performance. Advanced AI tools can help increase speed and identify opportunities to capture returns before your competitors do. ### How do I know if my marketing is suffering from alpha decay right now? When marketing is suffering from alpha decay, your competitive edge — like messaging, channel, or targeting — has become commoditized or stale. To tell if your marketing is suffering from alpha decay, there are three observable signals to track. First, you can see CPA variance compressing quarter over quarter. Next, creative testing velocity has slowed while time required for analysis has increased. And third, the team is spending more time optimizing existing campaigns than launching new ones. As a starting diagnostic, benchmark your performance distribution internally over 12 to 24 months. ### What does operationalized courage actually look like in practice? Within the context of performance marketing, practicing operational courage falls into three areas. In master metric simplification, the team picks a unified metric to test quickly, such as overall equipment effectiveness in manufacturing. Testing targets should be chosen per quarter to test new channels, platforms, or strategies with accountability, such as launching a product in one city and evaluating before a national rollout. Third, high performers have a momentum bias, putting weight behind earlier signals quickly rather than waiting for statistical confidence, such as shifting budget to a promising publisher site as soon as the numbers start rising there. The abstract idea of being bold can transform into specific process changes that you can implement and evaluate in the next quarter. --- ### Agentic AI vs. Traditional Automation: The New Era of Performance Campaigns URL: https://www.taboola.com/marketing-hub/agentic-ai-vs-automation/ Last Modified: 2026-05-28 11:49:52 We hear a lot about AI automation these days, but automation has been used in marketing for a long time. Traditional automation in marketing campaigns already performs tasks like triggering scheduled emails or managing rigid workflows, but it isn’t able to adapt on the fly as market conditions change. As digital marketing moves ever faster and AI technology matures, agentic AI can go beyond traditional automation to achieve marketing goals. With its predictive capabilities, agentic AI serves as an autonomous digital teammate for marketers to make real-time decisions, optimize budgets, and orchestrate cross-channel strategies. This guide will explain the main differences between agentic AI vs. traditional automation, and how both marketing platforms and human marketers’ daily work can benefit from agentic AI capabilities. ## Agentic AI vs. Traditional Automation: What Is the Core Difference? Traditional rule-based automation uses if/then logic, relying on deterministic, predefined rules to perform repetitive tasks without human intervention. Rule-based automation, also known as robotic process automation (RPA), might include a trigger to send an out-of-office email, a macro run in a spreadsheet, or a welding robot used on an assembly line. Agentic AI, on the other hand, is goal-oriented and context-aware, so it can adapt its strategy without a hard-coded script. Agentic AI refers to the coordination of multiple agents that can plan and execute complex workflows. These systems can learn over time and interpret context to make autonomous decisions in pursuit of a specific goal. Humans set the guardrails for AI agents to operate, but they’re more flexible than traditional automation systems or processes. Goal-oriented AI agents can manage tasks like parsing customer emails, analyzing chat sentiment, or routing help desk support tickets. Research firm Gartner anticipates that by 2029, AI agents will resolve 80% of common customer service issues without any human intervention. That’s projected to save 30% on operational costs. ## Platform Impact: From Static Workflows to Dynamic Orchestration Busy performance marketing teams probably have plenty of ideas already on how AI, and particularly agentic AI, can help save time and meet big goals faster. That’s why marketing and advertising technology platforms have already begun to incorporate agentic AI to support marketers’ goals and help develop dynamic marketing workflows. While marketing platforms have typically relied on static automation, with triggers set up for straightforward tasks, modern agentic platforms take automation much further, as they can continuously analyze live data and adjust ad variations without manual prompting. Clearly, agentic AI automation in marketing offers a lot of promise — here are the top ways agentic AI platforms can help teams meet their goals. ### Proactive Budget and Bid Optimization AI marketing agents can detect even subtle shifts in channel performance, find the underperforming segments, and reallocate budget to the better-performing channels. Performance marketers and advertisers can apply agentic AI to marketing tactics like reallocating spend or adjusting bids to maximize return on ad spend (ROAS). Agentic AI can perform real-time budget reallocation — a task that even the most dedicated human team can’t do that quickly. Agents also learn continuously (from competitor activity or A/B testing) to adapt and make changes without any manual intervention needed. ### Cross-Channel Campaign Execution Disparate channels, workflows, and platforms can cause headaches for performance advertisers trying to orchestrate all their campaigns. Agentic AI serves as an autonomous campaign manager, coordinating actions and complex workflows across search, social, and email platforms simultaneously. This performance campaign optimization ultimately benefits the user, who gets a cohesive journey, as well as marketers, who get improved accuracy and added efficiency without more hours of manual work. ## The Human Impact: From Task Executor to Strategic Director Agentic AI can bring together many disparate tactics and cut down on the thousands of details that a marketing team has to handle. With agentic AI now embedded in advertising platforms, the control layer is shifting. Human marketers can reduce the time they spend monitoring dashboards and looking for the source of underperforming campaigns. Instead, as agentic AI automates optimization tasks, marketers can focus on high-level strategy and guardrail management. ### Eliminating Dashboard Fatigue When agentic AI is applied to marketing and embedded in marketing platform technology, it’s designed to help human teams work better and more proactively. AI agents help to offload dashboard checking and other tasks aligned with marketing goals, as well as proactively notifying advertising and marketing teams about any anomalies that arise and suggesting corrective actions. This always-on, automated alerting means that marketers can stop constantly monitoring performance data. ### Focusing on Strategy and Guardrails With AI agents handling strategy implementation, workflow orchestration, and campaign optimization, the human role in marketing changes. With daily manual work offloaded, human marketers can do the important work that can easily get lost on long to-do lists. This includes setting the high-level key performance indicators (KPIs) and metrics for campaigns; providing creative direction; and setting, managing, and maintaining brand boundaries for the AI workforce. ## How Agentic AI Redefines Campaign ROI Measuring agentic AI ROI compared to traditional automation requires a shift in thinking about value to marketing teams. Traditional automation is best measured in hours saved on repetitive tasks, such as automatic email replies that a human didn’t have to write and send. Agentic AI’s value is best measured in improved decision velocity and adaptation to market shifts. The sheer scale that agentic AI makes possible can change the campaign ROI calculation. When AI agents adjust campaign tactics and reallocate budgets in real time, marketing teams can see huge returns. ## The Hybrid Approach: Building the Ultimate Revenue Engine Both traditional automation and agentic AI have a role to play in modern marketing automation platforms. Traditional automation, or RPA, can still work well for scheduled reports or lead routing from actions like a form fill. Agentic AI likely has countless use cases that marketers are still exploring — any dynamic, multi-variable performance environment can likely benefit from its use. When tasks involve judgment calls, like resolving customer support tickets, or multi-step workflows requiring coordination between systems, agentic AI can probably help. ## Key Takeaways Traditional automation has been a part of marketing and advertising roles for decades, saving time with rule-based execution. As agentic AI becomes more sophisticated, its outcome-driven autonomy can help performance marketers to become more goal-oriented and focused on strategic oversight. For ideal agility and ROI, a hybrid approach helps marketers direct campaigns strategically and meet goals faster with AI support. ## Frequently Asked Questions (FAQs) ### Is agentic AI the same as traditional marketing automation? Agentic AI and traditional marketing are both technically types of automation, but they perform very differently. Traditional marketing automation uses if/then rules to execute predefined tasks based on certain rules or conditions. Agentic AI, in contrast, is goal-oriented and aware of its context. So, it can plan, adapt, and make decisions in real time to meet a specific KPI or other pre-set goal without human intervention. ### How does agentic AI impact a marketer’s daily role? Agentic AI can quickly take lots of manual tasks off a marketer’s plate. AI agents can handle common tasks like campaign optimization or data analysis. That means human marketers can move from working on tactical execution to strategic governance and goal-setting. Teams can stop monitoring dashboards and making manual bid adjustments, and instead work on defining campaign goals, setting budget guardrails, and providing creative direction. ### Will agentic AI completely replace rule-based automation? No, the two logically coexist in marketing technology platforms. Traditional automation makes sense for predictable, stable tasks, and most enterprises use it in some form with strong results. Agentic AI usage continues to develop in dynamic environments where variables change frequently, such as in live ad optimization. This hybrid tech stack offers lots of support for busy performance marketers. ### How do you measure the ROI of agentic AI in marketing? Agentic AI ROI is best measured by the quality of decisions made, the speed of adaptation to market shifts, and tangible improvements in campaign performance. The net financial gain from these improvements can be compared to the total AI deployment costs to measure the total ROI. Consider the financial gain from using agentic AI, like better ROAS or increased conversion rates, or other benefits specific to your business. --- ### How Performance Budgets Are About to Shift to the Open Web URL: https://www.taboola.com/marketing-hub/performance-budgets-shift-on-open-web/ Last Modified: 2026-06-10 10:45:04 If you look at the current data, you’ll see that it both describes where budgets sit today, and predicts where they’re going. That data-informed roadmap has a few new features, too, including agentic AI. What was once a nice-to-have experiment is becoming the primary engine driving the reallocation of performance spend on open web advertising. If marketers want to position their companies at the head of the pack, they need a copy of that map as the shift happens. ## The Gap Between Now and Next: Why the Open Web Is Underinvested Relative to Its Potential As a recent survey conducted by Taboola shows, there’s a pretty big disconnect between current investment and future intent. Currently, the open web — the expanse of premium publishers, news sites, and niche content hubs that comprise the internet — is a second thought for many organizations. Per the survey, only 4% invest significantly (think: 25% of their budget) in the open web, which currently accounts for about 13% of performance spread. Despite this, 82% of those same organizations describe AI-powered, goal-based buying on the open web as a meaningful growth opportunity. The gap between those numbers (13% actual allocation versus 82% belief in that potential) forms the premise of the future. The open web is the world’s largest advertising environment by inventory, reaching audiences at a scale dwarfing individual walled gardens. Yet, it commands only a fraction of objectively smaller platforms. So, why the 13% average allocation? It’s not because the audience isn’t there — you can actually credit (or blame) an infrastructure lag. Search and social won the budget wars because they built the best machines — black-box, goal-based tools that made spending money easy and predictable. The open web’s always been there, but the tools for getting it to function well as a managed performance channel have been fragmented and manual. Marketers know the open web has value, but operationalizing the open web, with its multiple interfaces and supply paths, presents a major headache for the programmatic advertising future. ### The Channel the Budgets Haven’t Caught Up With (Yet) The open web offers something search and social can’t: genuine incrementality. When you buy there, you reach someone consuming high-intent, vertical content. Interestingly, when you ask those same marketing teams about the future, the numbers flip. Nearly 100% of organizations say they’d shift budgets to the open web if an agentic AI open web solution existed to manage it. That’s an average expected allocation of 24%, with nearly 40% of marketers ready to shift a quarter of their total spend. Talk about an opportunity — but also a missing product. ## The Demand Signal: What 81% of Marketers Are Telling Us About Readiness In performance marketing, where leaders scrutinize every dollar and ROI remains the number one metric, achieving 81% agreement on a hypothetical shift is rare. When you talk about the open web, though, over 80% of marketers say they’d increase their investment if it offered the same automated, AI-powered campaign solutions they currently use in search and social. That’s a seriously strong signal. It’s nothing new, either. When agentic solutions became available and proved their value, marketing dedicated more budget to them. We saw this dynamic play out with tools like PMax and Advantage+. Once automation made the channel accessible and results defensible, budgets followed the path of least resistance. Optimizing your performance budget allocation for the open web is the next destination. ### Strong Agreement vs. Somewhat Agree (and Why Intensity Matters) If you examine that 81% more closely, you’ll see that nearly half (49%) “strongly agree.” These organizations have already decided in principle: they don’t need convincing that the open web works, they’re just waiting for the infrastructure to be finished. Those 32% who “somewhat agree” represent the second wave — directionally aligned, but more cautious. They most likely want to see the first movers succeed before they commit and jump. This scenario creates a pretty familiar wave dynamic: - The early adopters move. - The results validate the model. - The rest of the market follows in a surge. ## Who Leads the Shift: Why the Biggest Spenders and Most Senior Leaders Are Ready The driving force toward the open web? The biggest players in the room. The data shows a sharp increase in readiness as you climb the ladder of spend and seniority. Those who agree or strongly agree with shifting spend include: - 35% of senior managers. - 46% of directors. - 67% of VPs. If you break it down by spend, those who strongly agree include: - 3% of those spending $300K-$499K. - 21% of those spending $500K-$999K. - 67% of those spending $1M-$4.9M. - 74% of those spending over $5M. This disparity exists because the biggest spenders hit the ceiling first. If you’re spending $10M monthly on social, you’ve likely found the point of diminishing returns already. With plateaued growth and CPAs creeping up, your CFO is asking why that extra million didn’t produce the same results. Those leaders are motivated to find a third leg of their performance stool and are the ones most likely to move the budget when they find it. ### Why VPs Are the Catalyst and the Most Aligned VPs often own the high-level strategy and hold the purse strings. They don’t need a committee to authorize a channel shift, but they do need a solution that works. When two thirds (67%) express this level of conviction, the conversation shifts from, “Should we commit?” to, “How fast can we execute?” They’re looking for ways to de-risk their portfolios and see the open web as a logical next step for scaling outside the currently dominant platforms. The TL;DR: Those with the most authority to act are also those most ready to act. ## The Three Barriers: Vendor Complexity, Measurement, and Brand Safety If the intent is so high, then, what’s holding them back? The survey identifies a few specific operational hurdles: - Too many vendors/complexity of managing multiple partners (74%). - Lack of unified attribution and measurement (71%). - Brand safety concerns (54%). - Insufficient resources to manage additional channels (42%). Here’s the thing: No one in the industry doubts the efficacy of the open web, but the operational requirements of managing it at scale feel insurmountable. Fortunately, it’s a solvable problem. Let’s look at the top three primary barriers identified by survey respondents in a bit more detail. ### Vendor Complexity: The Fragmentation Problem Nearly three quarters (74%) of marketers cite the sheer number of vendors as a primary barrier. To understand why it’s such a deterrent, look at the performance team’s daily reality. On one side, you have walled gardens with a single interface where you set a goal and a budget. On the other side, you have the open web, which is a maze of thousands of publishers, dozens of intermediaries, varying creative specs, and separate billing cycles. Managing a campaign across even ten different publisher relationships creates a time-crushing amount of operational overhead. Each has its own trafficking system and reporting format. For lean teams that have built their workflows around automated tools like PMax or Advantage+, managing a fragmented open web buy is nightmare fuel — and a huge resource drain. Bring on the consolidation. Performance marketers are asking for a single interface that uses agentic AI open web technology to handle the heavy lifting across all those fragmented sources. Automating the optimization and unifying the workflow banishes the operational nightmare and leaves the performance. ### Unified Attribution: The Measurement Confidence Gap Measurement is the technical barrier sitting under everything else. 71% of survey respondents are stuck here, and it’s a rational hesitation. Performance marketing, at its core, is a numbers game. If you can’t compare your open web CPA to your search CPA with 1:1 accuracy, how do you justify a $2M shift in spend? This apples-to-apples gap (which is more like comparing apples to oranges) prevents confident allocation. The industry has plenty of data; what it really needs is a way to close the loop on attribution within a decentralized environment. Marketers want the same level of certainty in open web advertising that they’ve grown accustomed to in closed ecosystems. It’s worth remembering that a lack of certainty (or data) isn’t unique to the open web. Every major channel faced this same measurement lag in its infancy. Before the right tools were built, search and social were experimental buckets. The budget moved at scale once measurement caught up to the opportunity. The open web is at that same inflection point now. ### Brand Safety: The Governance Requirement Over half (54%) cite brand safety concerns, and that’s a legitimate worry. In walled gardens, you trust the platform to police the content (rightly or wrongly). The open web inventory, however, is decentralized, so that safety net isn’t a given. The main thing marketers considering the open web want to know is whether they can be certain that their ads won’t appear next to fake news or low-quality clickbait, without manually whitelisting every single URL. For most, the answer is no — at least, not yet. This lack of continuous, hands-off oversight is a dealbreaker for brands that can’t afford a PR crisis in exchange for incremental growth. Automated tools and AI-driven sentiment analysis are a solution, but these tools haven’t become standard issue. It’s a solved problem in a technical sense, but it’s not a solved problem in a confidence sense. Until the automated governance is as robust as the buying tools, organizations will likely keep their largest budgets behind the walls where oversight feels baked in. ## The Budget Roadmap: From 4% to 24% and Beyond Let’s calculate the math of reallocation. Currently, 4% of organizations dedicate 25%+ of their marketing spend to the open web, but when agentic AI catches up to intent, the landscape will shift almost instantly. A full 99% of marketers say they’d move budget to the open web, increasing the average allocation to 24%. If you put it into perspective, a 24% share would put the open web on equal footing with paid search (22%) and paid social (21%). In other words, it becomes the third leg of our stool and a pillar of the performance mix, not a side experiment. Moving from a 13% average to 24% nearly doubles the channel’s share of wallet. The internal breakdown is even more telling: - 50% of respondents expect to allocate 11% to 25% of their budget. - 37% would go further, allocating 26% to 50% of their budget. - A tiny fraction (about 2%) would anticipate allocating over 50% of their budget in this way. There’s a clear asymmetry in who’s likely to jump first. The intent to increase open web investment is much stronger among those spending $1M or more per month. When these organizations move, they’ll change percentage points while moving huge absolute dollar values. This level of spend has the potential to reshape the programmatic advertising future. ### The 39% Who Will Redefine the Market The most significant number in this dataset may well be the 39% of marketers saying they’d allocate 26% or more of their budget to the open web. This group is testing the channel while making it a central component of their growth strategy. When nearly 40% of the market moves from 4% to 26%+ spend, the entire advertising ecosystem will evolve. ## The Roadmap Is Drawn: Timing Is the Only Variable We often talk about the future of marketing as if it’s a mystery we’re trying to solve, but the data suggests it’s not speculative — it’s decided. Budgets are over-concentrated, current channels are saturated, and the demand for a third option is overwhelming, particularly among those who control the most money. Agentic AI is already working to solve the engineering barriers of complexity, measurement, and safety. The performance marketing roadmap is clear. What separates the leaders from the laggards now is timing. Organizations that have already begun developing their open web muscles, testing measurement frameworks, understanding publisher value, and getting comfortable with AI-driven buying, are giving themselves a huge head start. By the time infrastructure is fully standardized, the early movers will have already optimized their workflows and claimed the best-performing inventory. The shift is coming, and you have options. You can take a leap of faith now, joining those who are already moving to incorporate the open web as a bigger piece of their marketing strategy. Or, you can wait to see how it goes and risk the channel becoming as crowded and expensive as all the others. You hold the roadmap; how fast are you willing to drive? --- ### Working Smarter, Not Harder: How Ad Managers Can Reclaim Strategic Focus URL: https://www.taboola.com/marketing-hub/human-limitation-ad-management/ Last Modified: 2026-06-30 07:27:51 As seasoned performance marketers know, the day-to-day is a relentless cycle of pressure, fluctuating metrics, and the expectation that the numbers will keep climbing regardless. When accounts plateau despite more optimizations, most media buyers assume they’re doing something wrong, but the fact is that there’s a ceiling on what any human brain can process before seeing a reduction in quality. This guide highlights how ad managers can work more efficiently, exploring how shifting your strategy once you hit your human cognitive limits can restore both your return on ad spend (ROAS) and your team’s strategic focus. ## The Cognitive Ceiling: The True Human Limitation in Ad Management Modern ad platforms generate a large volume of signals in real time. Bids, audience behavior, quality scores, creative performance, and budget dynamics are all shifting. The human limitation in ad management is not a question of skill, but simply the structural reality of how the brain processes information. Cognitive load theory establishes that working memory has a finite capacity, and when the volume of data exceeds it, processing declines. Research published in Frontiers in Cognition confirms that under high cognitive demand, individuals shift from careful, deliberate decision-making toward faster, simplified choices. A separate study from The Journal of Neuroscience found that as cognitive output accumulates, people become less willing to expend effort on higher-reward tasks. For campaign performance, that shift has a real, direct cost. Hitting a plateau is often a sign that the operating model has outgrown what human bandwidth can reliably support. ## How Manager Fatigue Directly Caps Your Campaign Performance The link between the cognitive load on managers and declining account results follows directly from how tired decision-makers behave. Research reviewed by The Decision Lab shows consistently that as mental resources deplete, people favor familiar and low-effort options to avoid complex decisions. In ad management, decision fatigue can result in a preference for safe, incremental changes over bolder creative testing, more reactive responses to performance dips, and a growing reluctance to restructure campaigns that are underperforming. This dynamic doesn’t erode ROAS overnight, but might cause a slow plateau as the team narrows what it’s willing to try. ## The Illusion of Control: Why Micro-Managing the Algorithm Fails When it feels like ad campaign performance is capped, many ad managers start implementing more manual control. The desire to do this is understandable, but machine learning platforms require volume, consistency, and stability to optimize. Frequent manual interventions disrupt the signal patterns they rely on to improve. Compulsive reactive, short-term changes based on short-term variance can fully reset the learning phases. ## The Human-in-the-Loop Solution: Balancing Automation and Expertise The solution here isn’t to hand everything over to platform automation and walk away. Native tools can lack brand judgment, competitive context, and long-term business understanding. The real solution is to divide the workload, with artificial intelligence (AI) handling data-intensive execution, and human expertise being reserved for decisions that actually require it. This is the principle behind human-in-the-loop AI. AI-powered systems reach their potential when humans remain in a strategic and supervisory role, directing the system rather than being replaced by it. In reality, that means AI manages bids, pacing, and creative rotation at the signal level, while humans focus on strategy, creative direction, and interpreting what performance means. This is the model behind Realize+ (currently in Beta), the agentic engine for the open web from Realize. Realize+ continuously decides, executes, and adapts campaign strategies in real time using first-party data signals, bringing the performance power of Google Performance Max (PMax) and Meta Advantage+ to premium publishers, without the platform bias. It handles the execution complexity that limits manager capacity, freeing teams to focus on the strategic work where their expertise actually matters. ## Actionable Strategies to Break the Plateau and Reclaim Strategic Focus ### Simplify Your Account Structures Highly segmented accounts were built for manual optimization. In a machine learning environment, though, they fragment data, slow signal accumulation, and increase what a manager has to monitor. Consolidating campaigns gives algorithms access to broader data pools and reduces overall workload for managers. ### Reframe the Client Relationship Much of the pressure on media buyers comes from accepting responsibility for outcomes that are not fully within anyone’s control. Algorithms change, markets shift. Repositioning the client relationship as a strategic partnership navigating an unpredictable environment, rather than a guaranteed-outcome arrangement, is a more accurate description of how digital advertising works. ### Let Agentic Tools Carry the Execution Load Agentic AI tools are designed to take the high-volume, high-frequency execution work off your plate. By autonomously managing budget allocation, creative rotation, and campaign element generation in real time, these platforms can handle the complexity that limits manager capacity, so teams can stay focused on the strategic decisions that actually move the needle. ## Key Takeaways The performance ceiling that plagues many media buyers is often a cognitive ceiling, not a strategic one. The human cost of trying to manually manage more data than any brain can process at scale trickles down into account results as much as it impacts individual efficiency. The most effective way to overcome this is to change the operating model, letting AI handle the execution that creates overload, and redirecting human expertise toward strategy, creative, and client relationships. ## Frequently Asked Questions (FAQs) ### What is the human limitation in ad management? This is the finite capacity of human memory and cognitive processing when faced with the volume of real-time signals that modern ad platforms generate. Attempting to monitor and respond to all of it manually creates pressure and degrades the quality of decision-making. ### Can AI completely replace human ad managers to solve this? Simply put, no. AI excels at processing data and executing optimizations at scale, but it often lacks business context, brand understanding, and competitive intuition. The effective model is partnership, where AI manages the execution that creates cognitive overload, and human expertise directs strategy, creative, and client relationships to add value. ### How does manager fatigue affect ad performance? As mental resources deplete under sustained high-volume decision-making, choices shift toward familiar, lower-effort options. In an ad account, that produces stale creative, defensive optimization strategies, and reluctance to make the structural changes that would move performance forward. --- ### Agentic AI in Marketing: 3rd Generation of Marketing Automation URL: https://www.taboola.com/marketing-hub/agentic-ai-in-marketing/ Last Modified: 2026-05-28 11:52:51 Modern digital marketers are trapped. Despite a decade of digital transformation — and the acquisition of dozens of martech platforms — marketing teams still spend 90% of their day drowning in the endless, mind-numbing busywork of manual ad maintenance and data aggregation. We were promised a future of high-level strategy and creative breakthroughs. What do we have? A daily grind of spreadsheet pivoting and bid-adjustment hell. Enter agentic artificial intelligence (AI): the 3rd generation of marketing automation. No, it’s not another chatbot or tool that can suggest a better headline: it’s a paradigm shift, where AI still helps with content but also autonomously executes, adjusts, and optimizes campaigns from start to finish. Stop tweaking that dashboard and embrace AI for the heavy lifting so you can reclaim your role as a strategist. ## What Is Agentic AI in Marketing? You could say that agentic AI in marketing represents the pinnacle of current martech evolution. At its core, an agentic system exists as an autonomous entity. It can reason through a set of instructions and take independent action to achieve a goal. Unlike standard automation, which follows a rigid, linear script, agentic AI writes the script. If your goal is to lower customer acquisition cost (CAC), the agent doesn’t wait for a human to change the budget. Instead, it: - Analyzes the performance. - Identifies the underperforming creative. - Generates a new variation. - Redeploys the capital. Welcome to the transition from copilot to autopilot AI. As author and social media influencer Pascal Bornet points out, “When AI is grounded in core business processes and rich enterprise context, it becomes far more than a chatbot. It becomes a real business capability.” ## The Evolution of MarTech: Gen 1 vs. Gen 3 Marketing Automation To understand where we’re going, we need to analyze where we’ve been. The journey of marketing automation includes a history of rigid rules that have evolved into fluid agency. ### Gen 1: Rule-based Logic The era of If/Then. We start at the dawn of marketing automation, like early Mailchimp and basic HubSpot workflows. If a user downloads a whitepaper, send email A. These static systems require a human to map out every single branch of the decision tree. When a variable that wasn’t programmed into the logic changes, the system breaks or, worse, keeps executing a strategy that no longer works. ### Gen 2: AI Copilots/Generative AI Large language models (LLMs) entered the scene, empowering us to generate 50 ad headlines in a minute, or ask a chatbot to summarize immense amounts of data. While helpful, the Gen 2 tool still needs a human to hold the handle. It solves the blank-page problem, but not the manual task-management problem. You still have to copy-paste the AI’s copy into your content management system (CMS) or ad manager. ### Gen 3: Agentic AI, with Realize+ Welcome to the 3rd generation of marketing automation. In this era, we introduce Realize+ (currently in BETA). The name is intentional: Realize+ means not just understanding or analyzing data, but also realizing revenue. That’s because the “+” represents the autonomous AI layer — Gen 2 might alert you that your cost per click (CPC) is too high, but the agentic systems of this third generation also act on that information, transitioning the focus from proxy metrics like clicks and impressions to bottom-of-the-funnel outcomes. Realize+ closes the loop between insight and execution — just another dedicated team member working 24/7 to hit your revenue targets. ## The Complexity Trap and Human Limitations Marketing has officially outscaled human cognitive bandwidth. Welcome to the complexity trap. Teams manage omnichannel campaigns across Google, Meta, TikTok, Instagram, and LinkedIn, and each requires hyper-personalized creative for dozens of micro-segments. When growth slows, the natural human instinct kicks in to do more: more campaigns, more creative, more channels. But, if the underlying system is disconnected, scaling only amplifies the mess, and right now, human marketing teams have reached a breaking point. Data suggests a combination of productivity issues and financial leaking. According to the 2026 State of Performance Marketing report by DemandScience, human teams, overwhelmed by the sheer volume of manual maintenance, inadvertently allow non-performing impressions to leech away about 29% of budgets. That daily grind is both boring and expensive. We humans just can’t move fast enough to reroute bad spend in real time — but Gen 3 agentic AI can. ## Autonomous Campaign Copilots: Eliminating the Daily Grind There’s a solution to this conundrum, and it lies in autonomous campaign copilots. These agents are designed to live inside your ad platforms and handle the granular implementation that usually erodes a media buyer’s hours. As Manu Mehra, head of APJ, puts it, “Outcome-based pricing (OBP) is a game-changer for building trust and generating AI adoption.” By leveraging OBP models, Realize+ agents do more than adjust bids. A standard agent might try to get you more clicks for $2. A Realize+ agent recognizes that those clicks aren’t converting and shifts the focus toward verified sales leads and confirmed bookings. Agentic AI automates negative keyword management, bid scaling, and budget rebalancing to protect your return on investment (ROI) and empower your team to focus on the big picture. Realize+ is an autonomous growth engine for the open web. Rather than you having to tweak dials or pull levers, the system uses real-time data to: - Decide where your money goes. - Build the necessary assets. - Pivot as needed to find the highest ROI. ## AI-Driven Creative Agents: Overcoming Ad Fatigue at Scale To avoid ad fatigue, algorithms need a constant stream of fresh creative to perform well, but human creative teams can’t produce assets quickly enough to keep pace. The struggle is real. Often, as Chris Boggs, founder of Moira AI, says, “Every competitor in the space is running the same structure. Same hook pattern, same text overlay, same testimonial clip. Your audience scrolls past all of it on autopilot.” AI-driven creative agents solve this challenge by operating as automated creative labs. These agents use closed-loop optimization to bridge the gap between performance and production: - The agent sees an ad’s performance dip. - It analyzes which elements (the hook, color, call to action ) are failing. - It brute-forces the testing phase by generating dozens of new variations. - It deploys them — instantly. This process creates a loop where conversion data is fed back into the perception layer. The AI can then anticipate future trends and increase customer lifetime value (CLV) by serving exactly what the audience wants to see next. ## End-to-End Reporting Agents: Aggregating Fragmented Data Data silos are the enemy of growth. Most marketers spend hours each Monday stitching together reports from five different platforms to analyze what happened last week. This process is, in short, inefficient — and we humans may miss certain signals or nuances hiding in the data. End-to-end reporting agents act as your tech stack’s unified nervous system. They: - Autonomously aggregate fragmented data. - Resolve identities across channels. - Provide a single source of truth. Even better, while they streamline reporting, they also make recommendations. A multi-agent system will notice that Meta is driving cheaper leads than Google today and suggest — or, if given the autonomy, execute — a budget reallocation to maximize that day’s return. ## Technology Deep Dive: How Marketing Agents Think and Act Trusting an agentic system requires understanding its brain. Most agentic workflows are built on a three-tier architecture. ### 1. Perception Layer During this input phase, the agent ingests real-time behavioral data, customer relationship management system (CRM) updates, and unified customer profiles. It senses the market pulse even as it processes info from the spreadsheet. ### 2. Reasoning Layer The fun begins in this layer, which prioritizes decisions based on actual business goals. The agent uses LLMs to analyze context. It asks, Based on the goal of maximizing revenue, and given that Facebook’s cost per mille (CPM) just spiked, what’s the best move? ### 3. Action Layer The final step. The agent uses its API integrations with CRMs like Salesforce, ad platforms like Google Ads, and email systems to execute the task. It logs in, changes the bid, uploads the new creative, or triggers the email. The act is the differentiator. ## Guardrails and Governance: The New Role of the Human Marketer There’s a fear among many marketers that agentic marketing will replace the human role. In reality, agentic marketing will elevate humans, because while it can “manage more complex ad campaigns, optimize spend, and handle lead flows without constant oversight, it cannot replace the human touch,” per Grace Ukonu-Onuoha, sales consultant at Kayla Technology Advisors. The human role is shifting from execution to governance and strategy. Consider this analogy: If you were captain of a steamship, you wouldn’t spend time in the engine room shoveling coal (the manual ad adjustments). Your place is on the bridge and maproom: - Setting the destination (strategy). - Defining the path (brand voice). - Keeping the ship within the safety lines (ethical guardrails). You provide the why and the who. Agentic AI takes care of the how and the when. ## How to Prepare Your Tech Stack for the Agentic Era You cannot build a Gen 3 strategy on Gen 1 data. To prepare for this new era: - Clean your data. Agents are only as good as the information they ingest. Dismantle silos and make your CRM the source of truth. - Enable APIs. Make sure your tools can talk to each other. Agentic AI needs robust, bi-directional API access to act. - Focus on identity. Invest in identity resolution so your agents know that User A on TikTok is the same person as your CRM’s Lead B. ## Key Takeaways Marketing teams that have incorporated agentic AI into their workflows are positioning themselves well in the digital landscape. Digital marketing will continue to favor those who connect the deepest (not those who shout the loudest). The gap between those reliant on manual labor and those who’ve embraced autonomous systems may become an unbridgeable chasm. Adopting third generation marketing automation moves you away from the daily grind and closer to a future where your technology is as invested in your revenue goals as you are. The era of the Realize+ marketer has arrived. It’s time to let the agents take the wheel and drive while you strategize. ## Frequently Asked Questions (FAQs) ### What is the difference between generative AI and agentic AI? Several features define generative AI vs. agentic AI. Generative AI (Gen 2) creates content like text or images based on a human prompt. Agentic AI (Gen 3) is an autonomous system. It can reason through a goal, identify and generate the content needed, and deploy it autonomously across channels — no continuous human prompting needed. ### How does Gen 3 marketing differ from traditional automation? Gen 1 traditional automation relies on rigid, human-programmed if/then rules. Gen 3 agentic automation acts autonomously within defined guardrails. It determines the optimal time, channel, and message for each user based on the real-time data it analyzes, rather than relying on a predefined (and potentially outdated) sequence. Realize+ optimizes for the final outcome, not only to save time, but to provide the closed-loop efficiency of a search or social platform across the entire web. Since the system never sleeps, it can search constantly for high-performing paths and instantly switch gears, stopping strategies that aren’t pulling their weight. ### Can AI marketing agents replace my marketing team? No. AI agents free marketers from the drudgery of tactical, lower-level execution so they can focus on strategic leadership. Humans must still define: - Brand strategy. - Creative vision. - The ethical guardrails guiding the autonomous agent’s actions. ### What is the complexity trap in marketing? The complexity trap happens when the channel volume, audience segments, and necessary personalization exceed a human team’s operational bandwidth. Teams stuck in this trap face a grind of manual ad maintenance and data entry, leaving little time for high-level strategy. ### How does Realize+ use agentic AI to guarantee marketing outcomes? Instead of relying on copilot AI that can only make suggestions, Realize+ uses Gen 3 agentic AI to autonomously navigate the action layer, adjusting bids, budgets, and creatives in real time. Optimizing Realize+ for bottom-of-the-funnel goals like verified purchases eliminates the risk of paying for vanity metrics like non-converting clicks. Most platforms guess because they’re looking out of a foggy window. Because Realize+ has direct code on the pages of thousands of publishers, it sees the data firsthand. It eliminates the middlemen (SSPs and Exchanges) to solve two problems: - It finds your audience with first-party accuracy that generic DSPs can’t match. - It skips the ad tech tax. Most of your budget goes toward buying ads, while platform fees consume less. Welcome to a shorter, cleaner path to your customer. ### What makes the Realize+ reasoning layer different from standard automation? Standard automation follows a static script. The Realize+ reasoning layer uses predictive analytics to analyze complex attribution paths. Instead of asking Did they click? It asks Will this action result in a qualified lead? Based on the answer it receives, it shifts resources autonomously to capitalize on the highest-probability outcome. ### How do outcome-based goals change how AI-driven creative agents work? Rather than testing the images getting the most clicks (CTRs), Realize+ creative agents brute-force dozens of variations at super-human speeds to see which drive the most verified sales. The AI aligns creative generation with bottom-of-the-funnel data to provide ad fatigue solutions and lower your CAC simultaneously. --- ### 10 Best Practices for Effective Mail Domain Targeting URL: https://www.taboola.com/marketing-hub/mail-domain-targeting-best-practices/ Last Modified: 2026-05-24 09:25:53 Mail domain targeting can be an effective, consistent part of modern performance marketing or advertising campaigns. That’s especially true now that we know a lot more about this approach, based on years of experience and the capabilities of modern technology platforms. Email data receipt information can go beyond the inbox and help inform further targeting tactics for broader user reach and conversion opportunities. Our Realize experts have spent years of hands-on time exploring what works — and what doesn’t — when using mail domain targeting for modern digital audiences. I’ve gathered them here, with tips on everything from the best creative to use to incorporating search keyword retargeting correctly. ## 10 Best Practices for Effective Mail Domain Targeting, by Realize Experts ### 1. Master the Three-by-Three Creative Rule When you’re developing a new campaign, make sure never to launch with just a single ad. The standard for success is the 3x3 rule: You should use at least three different images and three distinct headlines per campaign. This variety provides the algorithm with enough fuel to find the winning combination that resonates with your specific audience. “You definitely want to have a good mix,” says Jason Poulos, advertising account manager at Realize. “Publishers will block you, sometimes, if there isn’t enough creative diversity. I think that’s probably what’s happening with many advertisers today.” For email domain targeting in particular, consider the three inboxes per domain rule, designed to scale volume while protecting sender reputation. Create a maximum of three email accounts per domain to avoid spam filters and get more emails delivered. ### 2. Embrace Aspirational Scenery Over Stock Imagery There are a lot of data points to use when you’re choosing imagery for email domain targeting and performance marketing campaigns. Importantly, data shows that corporate-looking stock photos (like a random guy in a business suit walking through a city) often underperform. Instead, lean into images like these: - Dreamlike landscapes and imagery. - Uplifting, motivational scenery that makes the user feel good about the partnership. - Active shots: For home services, images of professionals actually working on a roof outperformed AI-generated or static poses. “Scenery images were the strongest performers,” confirms associate advertising account manager Isabel Saltzman. “We recommend leaning into aspirational landscapes, metaphorical imagery, and phasing out some of these stock images, like a business person.” ### 3. Lean Into Mail Placements for High Intent One of the most effective tactics for advertisers currently is mail domain and inbox targeting. Users checking their mail are often in a tactical, to-do list mindset. “People in their inbox are in that utility-driven headspace: money management, financial planning, and organizational mindset,” says client success director Sam Rothberg. “They’re already in that flow. If it’s a trusted brand, a name that they know, the user intent there is strong.” Target users who are receiving emails from specific competitors, or place your ads directly at the top of the inbox (think Yahoo, Outlook, AOL). These ads should be shorter and use higher-contrast imagery, since they’ll appear smaller in an inbox environment. ### 4. Let the Algorithm Breathe (The 14-Day Rule) Modern performance advertising relies on machine learning, so it’s imperative to let new campaigns run for 10-14 days without major manual adjustments. You aren’t doing high-volume blasting with mail domain targeting, but rather using authenticated domains to get relevant content to users without spamming them. Keep that in mind as you’re waiting to see results. ### 5. Utilize Search Keyword Retargeting Bridge the gap between search and native advertising by utilizing search keyword targeting. “You could reach high-intent audiences by search signals,” says Saltzman. “Those will be high-intent users that would be searching for those keywords and really converting.” To do this, upload a list of high-intent keywords (branded or competitor). Then, you can retarget users who have recently searched for those terms across premium publisher sites. ### 6. Prioritize Mobile for Lead Gen Across almost every lead generation vertical — from insurance to home services — mobile continues to take the largest piece of the cake when users are browsing, shopping, or researching. Realize experts recommend weighting your budget 60/40 in favor of mobile during the initial testing phase to gather signals faster. ### 7. Test Motion Ads and Gen AI Variations Static images are the foundation of an ad campaign, but motion ads (subtle movement in a static image) are driving significant engagement. Use built-in generative AI tools to create variations on an image, such as changing a background or adding a pointing gesture, to see which version captures the most attention. ### 8. Avoid Creative Decay With Frequent Overhauls Even winning ads eventually fatigue. If you notice your conversion rate (CVR) dropping, or your cost per acquisition (CPA) creeping up, it’s likely time for a creative refresh. Try a strategy where you keep your top performers, but rotate in at least one or two new visual concepts every few weeks. “Start looking at the campaigns you’re running that have low conversion rates and introduce some new creative,” adds Poulos. “I would definitely start with the lower conversion rate ones.” ### 9. Implement Smart Bidding (Maximize Conversions) Instead of setting and forgetting your bidding strategy, it’s time to move away from fixed cost per clicks (CPCs). Use automatic bidding through your performance marketing platform to adjust your bid, and secure placements on sites at times that are most likely to result in a lead. Once you hit 100 conversions, you can transition to a target return on ad spend (ROAS) model for better efficiency. ### 10. Use Predictive Audience Capabilities Instead of guessing your demographics, let your data do the work. There’s no longer a need to make educated guesses about who’s seeing your ads or interested in your products: With modern performance marketing platforms that use AI, you can get great data to incorporate into your planning. Once a campaign reaches a statistically significant number of conversions (typically 100+), use a predictive audiences feature to create a behavioral lookalike of your actual converters to find new, untapped users. Within your email domains, you can then ensure you’re crafting the right messages and getting them to the most relevant audiences, to engage and convert users. ## Key Takeaways Mail domain targeting remains an effective part of a broader performance marketing campaign, but modern digital environments have made precision and data-driven targeting more important. The expert tips above can help marketers and advertisers create better tailored mail domain targeting plans, including using aspirational imagery, targeting users while they’re checking email, and carefully timing your campaigns and testing to understand what’s really working and what’s not. ## Frequently Asked Questions (FAQs) ### Why is mail domain targeting considered a conquesting tool? When conquesting is the goal in your advertising campaign, mail domain targeting can play a key role. It’s considered a conquesting tool because brands can use it to identify users getting email from competitor domains, then display relevant ads specifically to them. You can intercept a rival’s customer base this way to capture that market share and drive attention to your brand. Knowing who these prospects are is incredibly valuable information, letting you develop specific offers and messages to those audiences. It adds precision targeting and creates a better conversion opportunity. ### Does mail domain targeting reach users outside of their actual inbox? Mail domain targeting these days is sophisticated and data-driven, so it can reach users outside of their actual email inbox. This works by using data from email receipts to then serve up display, video, or social media ads across the internet where those users are spending time. This can be useful when doing competitive conquesting or to target subscribers of specific brands, and it can serve as a form of retargeting based on a user’s interaction with a specific brand’s emails. ### How do I optimize creative assets specifically for mail domain targeting? When you’re thinking about how to best optimize creative assets for mail domain targeting, it’s important to balance high-quality, personalized, and relevant visuals and copy along with technical guidelines. This ensures that emails get delivered and capture attention. So, make sure creative assets are optimized for mobile-first and use responsive design. In addition, use a 60/40 text-to-image ratio, always use alt text, and avoid spam-triggering elements like all caps or heavy HTML. --- ### Best Meta Advantage+ Alternatives for Performance Advertisers URL: https://www.taboola.com/marketing-hub/meta-advantage-plus-alternatives/ Last Modified: 2026-05-28 12:46:14 Things are changing fast in the performance marketing universe, with a long-time leader — Meta Advantage+ — showing signs that it’s not invincible. Advertisers today face rising customer acquisition costs, lack of transparency, and fluctuating lead quality when using search and social platforms like Meta and Google. When you’re seeing diminishing returns and user fatigue from Meta Advantage+ and similar platforms, it’s time to try something different. Lots of performance marketing teams have turned to the open web, scaling beyond walled gardens and finding new ways to connect with audiences and drive conversions. This guide explores the best Meta Advantage+ alternatives beyond search and social, including open-web, agentic AI-driven solutions like Realize+ and top programmatic demand-side platforms (DSPs) that take advantage of the huge opportunity of the open web. Read on to see how you can take back control of your campaigns, access high-intent audiences, and diversify your marketing mix for sustainable, profitable growth. ## Top 5 Meta Advantage+ Alternatives for Performance Advertisers There are already some AI-driven programmatic ad platforms available to performance advertisers. The top five platforms below all made the list because they help brands capture high-intent users across the open internet, rather than the siloed walled-garden approaches that restrict advertising to social feeds Platform Best for Special features Pricing 1. Realize+ Data-driven marketers, strategic agencies, direct enterprise advertisers. Predictive AI with conversion focus: agentic AI handles real-time ad decisions, automated campaign testing, and execution. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. The Trade Desk Those with experience in ad bidding, enterprise-level brands, omnichannel marketers. Proprietary AI and identity solutions, user ID beyond cookies, real-time bidding, and budget allocation. Percentage of ad spend, high minimums. 3. StackAdapt Mid/large agencies, verticals with specific targeting needs like finance, government, and healthcare, B2B lead generation. Easy to get started if new to programmatic buying, creative tools for asset repurposing, multi-channel reach. Cost per mille (CPM), no monthly minimums. 4. Criteo E-commerce, D2C retailers, retail media networks, brand manufacturers, and those with high-volume inventory. Large product catalog, real time analysis, and 20 years of shopper data help the tech serve up dynamic ads to cart abandoners. CPC. 5. Outbrain Content-heavy marketers, performance marketers, D2C brands, and education-heavy products. Leading recommendation and discovery platform; many popular, reputable news site placements from a single platform can engage high-intent users. CPC. ### 1. Realize+ The Realize+ advertising platform takes automation further with a new, third generation agentic engine that helps performance advertisers, direct enterprise advertisers, and strategic agencies become outcomes-led. It’s built for scale, so that teams can test the huge range of campaign elements automatically, and brings the performance strengths of tools like Meta Advantage+ to open web advertising strategies. Features:  - Performance AI tools focus on maximizing conversions, while targeting technology places ads globally outside of walled gardens, showing them to intent-driven users. - Provides cookieless options, using first-party data and unique data signals to target users with the Predictive Audiences feature. - The new Realize+ agent can make real-time decisions that align with specific performance goals, bridging the gap between human limitations and unique data signals. Pricing model: Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. Pros:  - Realize+ can decide, execute, and adapt ad strategies in real time. - Focuses on performance across premium and brand-safe environments on the open web. - Vertical ad options to mimic social success. - A real-time reporting dashboard that optimizes for conversions. - Unique placements that pre-install content to bypass mobile browsers. - A Social Importer tool to repurpose high-performing creative. Cons: - Strict ad policies can lead to slow approval processes. - Users have to do more frequent headline and image testing. ### 2. The Trade Desk The Trade Desk offers omnichannel reach with access beyond Meta’s ecosystem, a huge premium inventory, and an AI engine that optimizes real-time bidding and budget allocation based on performance data. It’s best for data-driven marketers with some experience in ad bidding, including those at ad agencies, enterprise-level brands, businesses focused on omnichannel advertising, and companies with a large set of existing data. Features:  - Koa, The Trade Desk’s proprietary AI engine, and its advanced identity solution, UID2, provide frequency capping for advertisers to ensure no wasted budget on the same user or audience. - UID 2 also addresses the need for cookieless advertising to identify users across devices with encrypted email addresses. Pricing model: Managed or self-service fees based on a percentage of ad spend; can require high monthly minimums starting at $20,000 per month. Pros:  - Identity solutions framework for cookieless targeting. - First-party data integration to find lookalike audiences. - Unified dashboard to easily shift budget between channels. - Great transparency on where money was spent. - Cross-device attribution. Cons:  - High spending minimums and platform complexity. - Steep learning curve and some manual oversight needed. - Reporting data volumes can overwhelm smaller teams. ### 3. StackAdapt StackAdapt is a self-serve DSP that’s an accessible option for those newer to programmatic buying, and useful for mid- to large-sized agencies, specific verticals like healthcare and government, and advertisers working in B2B lead generation. Features:  - Includes proprietary Page Context AI that runs campaigns across multiple channels to target users based on consumed content vs. browsing history. - Provides specialized B2B targeting tools, which is a common pain point with Meta+. - Offers creative tools for marketers to quickly adapt assets for different formats without a large design team. Pricing model: CPM-based pricing with no monthly minimums. Pros:  - Easy to implement and spin up new campaigns quickly. - Multi-channel reach across native, display, video, and more. - Easy to adapt assets for reuse. - Cost-effective for smaller businesses, without strict contracts. - Intuitive, modern UI. Cons:  - Requires a lot of high-quality creative assets. - Smaller global reach compared with The Trade Desk and other options. - Some reporting lag for real-time metrics. ### 4. Criteo Criteo is a commerce-focused platform for performance advertisers looking for retargeting beyond Meta, with 2.5 billion active users in its database and access to on-site inventory, and AI capabilities that can predict what product a user will buy next. It’s also useful for retail media networks monetizing their own sites, brand manufacturers, and high-volume inventory businesses such as travel or classifieds. Features: - Its dynamic ad technology serves e-commerce and D2C retailers looking to improve cart abandonment metrics. - Provides first-party media network data that knows what users bought across the web. Pricing model: CPC pricing; new GO platform designed to be more affordable for smaller teams. Pros:  - Dynamic retargeting leader. - Unique retail media access for brands that want access to advertising space on major global retailers. - Easy to use, with automation handling the bidding and creative generation. - Access to real-time shopping data from billions of users and a large product catalog to help bring shoppers back to complete their purchase. - Predictive analytics based on 20 years of shopping behavior data. Cons: - Ads are highly templated, with less creativity possible. - Cost-per-click may be higher because of high-intent shopper focus. - Attribution overlap potential requires careful testing. ### 5. Outbrain Outbrain’s content-first approach reaches users through storytelling, and works well for industries that need education before making a sale and those looking to lower acquisition costs away from social channels. Its “Recommended for You” placements appear on major news sites to bring high-intent users onto blogs, whitepapers, or other editorial content. The platform is best for content-heavy marketers, D2C brands, performance advertisers prioritizing measurable actions, and media and publisher sites. Features:  - Helps combat ad fatigue and banner blindness, since its ads look like organic content that blend well with user experiences. - Offers one point of access across thousands of premium publishers to save time negotiating individual deals. Pricing model: CPC-based; low daily minimum starting at $20 per day for self-serve option. Pros:  - Leading recommendation and native discovery platform. - Bid strategy automation that works in real time. - Lower cost-per-click opportunities. - First-party data focus. - Dynamic ad formats. - Offers high scale on the open web, especially reputable, brand-safe sites. Cons: - Traffic and click quality can vary. - Images and headlines require frequent rotation. - Rigorous editorial standards and guidelines may take more time. ## The Problem with Walled Gardens (Why Move Away from Meta Advantage+?) Meta Advantage+ tools have provided benefits to performance advertisers: they can simplify ad setup, optimize performance using AI, and save time through automation. Results can include lower cost per acquisition (CPA), simpler targeting and budgeting through help from the algorithm, and time saved on setting up and executing campaigns on Meta social channels, especially when considering Meta Advantage+ vs. manual options. That said, performance marketing teams quickly see steep drawbacks, which is when they start to look for Meta Advantage+ alternatives. The Meta Advantage+ tools rely on automation to find high-value users and ignore the specific targeting set by advertisers. This leads to spending on the wrong audiences, which advertisers can’t control. Ultimately, these tools aren’t transparent or able to combat the impact of ad fatigue and rising CPA. Because Meta Advantage+ uses broad targeting, advertisers will quickly see increased costs and face a harder time when trying to reduce CPA on the open web. ## What to Look for in an Open-Web Advertising Platform So, what should marketers prioritize when choosing an alternative platform to Meta Advantage+? Keep these criteria in mind when evaluating open web advertising platforms: - Robust AI targeting: Ensure robust contextual targeting so that you get both automation capabilities and targeting based on your brand’s audience demographics and your business goals. - Performance focus: As technology like agentic AI evolves, look for platforms that can bring a performance focus to your advertising strategy, rather than only reach or ease of use. - Omnichannel reach: The platform should include the range of channels and ad formats you want to use across native, video, display, programmatic, social, web, and any other potential options. - Deep reporting transparency: Look for a platform that shows all the details on where your advertising budget was used and how each allocation performed. - First-party data activation: Integrating platform data and taking full advantage of your first-party data is essential for performance advertising success — make sure it’s being put to use within an open-web advertising platform. ## Meta Advantage+ vs. Programmatic Demand-Side Platforms (DSPs): A Quick Comparison The primary differences between Meta Advantage+ and programmatic DSPs are largely around transparency and inventory. Teams looking for AI-powered performance marketing strategies can consider these key differences between social feed environments and the open web, and between algorithmic and granular targeting control. Feature or benefit Meta Advantage+ Programmatic DSPs Why use Maximum automation and ease of use. More control and transparency. Formats and channels High-engagement social feeds (Facebook, Instagram, Reels), the walled gardens. Premium news sites, connected TV (CTV), and mobile apps across the open web. Transparency Difficult to see where ads appeared. Granular reporting shows where ads appeared. Targeting options Finds the audiences based on guardrails you set. Manual control over keywords and publishers. Control required Very little. More hands-on, with some expertise necessary to manage bidding and placements. Creative options Social format options include vertical videos, static images, and carousels. Many formats, including banner ads, native content, display ads, pre-roll video, and CTV commercials. ## How to Transition Ad Spend Safely Without Losing Momentum Moving off of Meta Advantage+ can seem daunting, especially if you’ve been relying on it for a long time. Here are some tips to transition your ad spend off of Meta without losing any of the audience momentum you’ve built. - Use a 15% to 20% test budget allocation when you start the move. - Run A/B tests against your existing, high-performing Meta ads to compare CPA and return on ad spend (ROAS) for each. - Duplicate the winners into a new campaign to safely move budget, so the original keeps working for you while you’re establishing stability in the new channels. - Use the pause function to keep the algorithm warm and retain data, rather than stopping an entire campaign abruptly. ## Key Takeaways Performance marketers relying heavily on Meta Advantage+ should start diversifying away and exploring more transparent ad tech solutions. The walled gardens of search and social have served an important purpose, but ad fatigue and diminishing returns no longer deliver for many advertisers. Brands have to test open-web alternatives to find and engage high-intent audiences, reclaim transparency and control, and reach for measurable growth with advanced AI and first-party data. ## Frequently Asked Questions (FAQs) ### Why are advertisers moving away from Meta Advantage+? Meta Advantage+ is easy to use and familiar to many users, but advertisers are moving away from it because it’s a black box without the transparency or control that many teams need. For example, advertisers can’t exclude specific low-performing placements or get granular data, which often leads to wasted spend and too many unqualified leads as budgets scale. The broad targeting of Meta Advantage+ can result in low performance for niche brands and unpredictable ad costs. ### What is an open web advertising platform? An open web advertising platform is a technology solution that allows its users to buy and serve ads to audiences on the open web — meaning a variety of independent websites, news outlets, streaming services, and apps outside of closed ecosystems like Meta or Google. These platforms offer massive reach and brand-safe environments, using programmatic technology and AI features to deliver ads to specific audiences with higher transparency than social media platforms. ### How does Realize+ compare to Meta Advantage+? Realize+ includes agentic AI that’s designed to bring the performance strengths of Meta Advantage+ to the reach and scale of the open web. It can execute and adapt campaign strategies in real time, going beyond what’s possible for a human advertising team to accomplish. Realize+ incorporates unique data to drive campaign decisions based on performance goals, as well as handling the many decisions included in a campaign: the targeting, the creative elements, the budget available, and the bidding strategy. This is a big contrast to Meta Advantage+, which restricts ads to its own closed properties and often targets too broadly, without any transparency available to users. ### Do I need a massive budget to use these Meta alternatives? Meta Advantage+ alternatives have a wide range of pricing options, so you don’t need a massive budget to use another platform. Multiple self-serve DSPs offer a low or zero minimum spend. Or, depending on your brand and business goals, you might explore CTV platforms or other options where you can test ads with small or moderate budgets. --- ### The Best Platforms for AI-Generated Ad Creatives: Creation, Testing, and Placement URL: https://www.taboola.com/marketing-hub/best-platforms-for-ai-ad-creatives/ Last Modified: 2026-06-18 08:27:48 In today’s performance marketing landscape, algorithms on major platforms cycle at machine speed through ad variations, rewarding the most engaging creatives with lower costs and better distribution. This has created a critical need for solutions that manage the entire creative lifecycle, from initial creation and rigorous testing to automated placement and real-time optimization. Still, the “perfect platform” is in the eye of the beholder, and the right choice depends entirely on your advertiser type, budget, and strategic objective. With that in mind, this guide cuts through the noise to help you build your ideal ad creative stack, analyzing the market's leading players, from integrated, conversion-focused full-stack solutions to specialized tools for testing, dynamic creative optimization (DCO), and fast AI-powered production, to reveal the features, price points (when available), and best-fit use cases for each. ## 10 Top Platforms to Generate, Test, and Place Ad Creatives Platform Best For  Features Industries Notable Clients Price 1. Celtra Enterprise creative operations teams needing cross-channel creative governance and large-scale creative production. Creative build and preview, template management, collaboration, analytics, ad validation. Retail, CPG, telecom, agencies. Adidas, Nike, Spotify, Unilever, NBCUniversal (NBCU). Enterprise (contact sales). 2. Marpipe Advertisers who need exhaustive multivariate creative testing and clear component-level answers. Modular creative combinatorics, automated multivariate testing, insights on creative elements. E-commerce, direct-to-consumer (DTC), gaming, apps. Growth marketers, conversion rate optimization (CRO) teams. Pricing tiers by SKU, from $1,499/month to $3,499/month for up to 75,000 SKUs. 3. Realize Advertisers seeking an integrated creation, testing, and placement stack for conversion outcomes beyond search and social. Gen AI motion ads, social importer, performance AI, direct publisher integrations, multiple display formats including vertical, carousel, and video. E-commerce, travel, finance, auto, telecom, enterprise, lead gen. Philips, PortAventura World, Unilever, Anantara, Ashiana. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 4. AdCreative.ai Small to mid-sized teams that want fast AI-generated ad variants and predicted performance. AI creative generation, variant scoring, export to platforms. Small and medium-sized businesses (SMBs), e-commerce, agencies. Fast-growing DTC brands. Three introductory tiers (Starter, $39/month; Professional, $249/month; Ultimate, $599/month) and Enterprise. 5. Pencil Performance teams focused on fast video/motion creative powered by predictive AI. Short-form video generation, performance prediction. E-commerce, apps, DTC. Direct response brands. Three tiers: Core, $14/month; Growth, $55/month; Pro, custom pricing. 6. Hunch Advertisers requiring dynamic creative optimization (DCO) and highly personalized creative at scale. Dynamic creative, feed-driven personalization, variant decisioning. Retail, travel, e-commerce. Catalog-led advertisers. AI Workspace between $25 and $50 per user; Enterprise custom starting around $2,800/month. 7. Canva Pro Small teams needing fast static and light motion creative production. Templates, exports, team collaboration. SMB, agencies, creators. Mass market. $15 per user/month; $120 per user/year. 8. The Trade Desk (DSP) Programmatic buyers scaling access to global inventory and omnichannel targeting. Custom bidding, data integrations, private marketplace (PMP), cross-device. Enterprise, agencies. Fortune 500 brands. Platform fee: 20% of the total media spend and cost-per-mille (CPM). 9. Outbrain Native/content-led performance advertisers seeking premium open-web placement. Native image/title units, editorial-style contextual placements, recommendation widgets. Travel, finance, retail, publisher monetization. Major publishers, DTC, agencies. CPC/CPA (cost per acquisition) model. 10. TripleLift Visual-first native and CTV inventory — advertisers who want richer in-feed and video experiences. Native display, in-feed video, CTV, layout optimization. CPG, auto, entertainment, retail. Global brands and publishers. Programmatic CPM. ### 1. Celtra Celtra is an AI-powered creative automation platform built for brands, agencies, and media owners that need to produce a lot of on-brand ads quickly across formats and channels. It centralizes template-based production for static, HTML, video, and rich media ads, then layers on automation and performance insights so creative teams can scale variants without sacrificing design quality. With integrations for existing tools like Photoshop, Figma, ad servers, and analytics stacks, plus collaborative features for review and approvals, Celtra is designed to remove bottlenecks between creative, marketing, and media teams while keeping every asset on brand. It’s usually a better fit for mid-market and enterprise organizations or agencies than for small teams looking for a simple, low-cost design tool. Price Celtra uses a custom, subscription-style pricing model based on seats, usage, and export volume, with published listings typically showing “pricing available upon request.” It’s generally positioned as a mid-market to enterprise solution and is often described by reviewers and competitors as relatively expensive for small teams, so most buyers will need to speak with sales for an exact quote. Special Features - AI and automation for production: Automates repetitive design work and adapts templates into many sizes and formats. - Template-based ad builder: Builder for static, HTML, video, and rich media ads with reusable modular templates for different channels, markets, and audiences. - Design tool integrations: Direct copy-paste/import from Photoshop and Figma so designers can turn existing layouts into scalable templates. - Creative insights and optimization: AI-powered insights and creative performance analytics highlight winning variants. - Collaboration and workflow management: Centralized workspace for comments, approvals, and updates, plus multi-client account management for agencies and media operators. - Omnichannel and multi-screen support: Supports ads across display, video, native advertising, and other formats. - Enterprise integrations: Connectors into ad servers, DSPs, DCO, and analytics/CRM tools like Google Ad Manager, The Trade Desk, Adobe/Google Analytics, Salesforce, and more. Pros - Strong fit for agencies and large brands that need sophisticated workflows and high-volume creative adaptation across markets and channels. - Speeds up creative production and trafficking so teams can ship more campaigns faster while keeping assets on brand. - Robust collaboration tools and approval flows to reduce back-and-forth and keep creative, marketing, and media aligned. - Reporting and creative analytics help marketers understand which variants work best. Cons - Custom, enterprise-oriented pricing can be expensive for small teams or early-stage advertisers. - Feature depth and workflow complexity mean there’s a learning curve and typically a more involved implementation. - Optimized more for creative adaptation and workflow than for full-stack GenAI creative ideation, which means teams may still need to rely on other tools for heavy concepting or long-form video editing. - Best suited to organizations with defined creative operations. ### 2. Marpipe Marpipe is a multivariate creative testing and catalog-ad platform built for performance marketers who live inside Meta, Google, and other dynamic product ad ecosystems. Marpipe lets you generate large numbers of ad variants from existing assets, launch structured tests to real audiences, and see results broken down at the level of individual elements like headline, background, call to action (CTA), and image, to get a better view of why some creatives win — and others don’t. The tradeoffs are that it’s more specialized (and potentially pricier) than generic design tools, and it rewards teams willing to commit to structured testing rather than one-off experiments. Price Marpipe uses a flat monthly SaaS pricing model rather than taking a percentage of ad spend or revenue, which is attractive for brands that scale spend aggressively. Entry-level plans start in the low hundreds per month, with higher tiers for multivariate testing and large catalogs. Exact pricing requires checking the current self-serve tiers or talking to sales. Special Features - Multivariate creative testing: Automatically builds and launches structured multivariate tests to Meta audiences, measuring the performance of every combination of creative variables, rather than just A/B winners. - Element-level creative intelligence: Breaks down performance by individual elements so teams can build a reusable creative playbook of what consistently works. - Enriched catalogs and design control: Overlays brand design, messaging, pricing, and urgency treatments across product feeds to make dynamic product ads look like real on-brand ads instead of plain catalog tiles. - Product-level video at scale: Automatically turns individual SKUs into short videos for social and dynamic product ad (DPA) placements, improving thumb-stop rates without manual editing for each product. - Generative AI for catalogs: Uses GenAI to generate or enrich product copy (titles, descriptions, overlays) for each SKU, tailored to performance and brand voice. - Built-in stat-sig “Confidence Meter”: Live statistical significance calculator that shows when test results are reliable, reducing guesswork for performance teams. Pros - Purpose-built for multivariate testing and catalog ads. - Element-level reporting turns creative testing into a long-term knowledge asset. - Strong fit for e-commerce and Shopify brands running DPAs at scale. - Flat-fee pricing with no cut of ad spend can be more predictable and economical for brands with large budgets. - Self-serve UX and onboarding content (blog, DPA Academy, examples library) make it easier for in-house teams to adopt without heavy service retainers. Cons - Optimized primarily for catalog and social performance ads (especially DPAs on Meta and similar channels). - Very small advertisers or low-budget campaigns may not fully benefit from multivariate testing overhead. - Compared with lightweight creative tools, Marpipe can feel complex. - Some pricing is above entry-level catalog tools, and some features (like advanced testing or very large catalogs) may be locked behind higher tiers. ### 3. Realize Realize is an integrated performance advertising platform that combines creative generation (including static to motion, GenAI, and more), creative testing (AI bidding, performance simulation), and direct placement on premium publisher sites, allowing advertisers to run conversion-focused campaigns on the open web, outside the walled gardens of search and social. Embedded publisher integrations, proprietary data signals, and specialist performance AI are all included, enabling optimization far beyond simple vanity metrics. Price Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. Special Features - GenAI Motion Ads: Converts static creative to motion formats at scale, better capturing audience attention. - GenAI Ad Maker: Creative suite that incorporates AI image generation, background replacement, image extender, and more. - Social Importer: Allows you to repurpose your best-performing social creative into various forms of high-impact display ads. - Video/Vertical/Carousel: Supports display ads across a range of formats, allowing you greater customization over your narrative. - Performance AI: Maximizes conversions, optimizes for engagement, and incorporates SpendGuard and Performance Simulator. - ABBY: Dedicated AI assistant designed to speed up onboarding, flag creative issues, and recommend optimizations. - Direct publisher integrations: Access to more than 11,000 premium publishers across the open web, with brand-safe inventory and no made-for-advertising (MFA) websites. Pros - GenAI AdMaker is trained on billions of real-world performance signals to automatically produce creative assets that are statistically more likely to drive conversions. - The platform enables high-velocity A/B testing by instantly transforming static images into high-engagement motion ads and varied copy, effectively eliminating creative fatigue and production bottlenecks. - Realize unlocks access to premium, high-intent audiences on top-tier publisher sites, providing a powerful and often more cost-effective alternative to the saturated and rising costs of search and social walled gardens. Cons - Enterprise-first orientation means that smaller teams may face setup/time costs. - As it’s a full-service performance engine, some advertisers will prefer to use specialist point solutions for very specific creative workflows (e.g., complex video editing beyond platform GenAI capabilities). ### 4. AdCreative.ai AdCreative.ai is an AI-driven creative generation and optimization platform focused on quickly producing high-CTR, conversion-oriented ad assets. It can generate display and social banners, short videos, text ads, and product “photoshoots” from simple inputs like URLs or product shots, then score each creative for predicted performance so marketers can choose the most promising variants. AdCreative.ai is best understood as an “AI ad factory” for marketers who need lots of social and display concepts fast, and want a performance-oriented scoring layer to sort them. The tradeoffs are credit limits on lower plans, variable reviews in terms of customer support, and a degree of human curation still being required. Price AdCreative.ai follows a credit-based SaaS model with multiple tiers and a free trial. Entry plans start around $40 per month with limited downloads. Higher “Professional” or “Pro” tiers offer more credits, brands, and users at significantly higher monthly fees. Enterprise plans have custom pricing. Special Features - AI creative generation for ads and social: Generates conversion-focused ad creatives across platforms like Meta, Google, TikTok, and LinkedIn from simple prompts or URLs. - Creative Scoring AI: Assigns a “conversion score” to each generated creative based on models trained on historic ad performance. - AdLLM text generator: A proprietary LLM trained on high-performing ad copy. - Product photoshoots and image generation: Turns basic product photos into polished “photoshoot” creatives and can generate custom, royalty-free images at scale to replace stock. - Brand profiles and custom templates: Lets users define brand colors, logos, and guidelines, then create reusable templates with dynamic fields to generate on-brand variations across sizes and channels. - Ad account integrations and exports: Connects to ad accounts so the AI can learn from historical performance, and supports direct export or easy download for Meta, Google, and other major platforms. - AI Compliance Checker: An AI-based checker that reviews creatives for platform and legal compliance, including promotion terms, misleading claims, and brand usage issues. - SMB, agency, and enterprise workflows: Use-case flows and plans tailored to small businesses, agencies, and enterprises, including dedicated onboarding, data governance, and account management at the higher tiers. Pros - Extremely fast way to imagine and produce many ad variations without a designer. - Multi-platform support (Meta, Google, TikTok, LinkedIn, etc.) and export options make it useful as a central creative utility. - Creative Scoring AI and AdLLM help performance marketers prioritize concepts and copy based on predicted outcomes. - Template and brand systems enable on-brand scaling of creatives across sizes and campaigns. - Flexible plan structure (from low-cost starter to enterprise), plus free trial. Cons - Limited download credits on entry plans are quickly exhausted if you’re running serious tests. - Because it’s a generalized AI creative engine, it doesn’t natively handle advanced multivariate testing or deep, platform-specific workflow automation. ### 5. Pencil Pencil is an end-to-end GenAI ad creation and optimization platform built specifically for marketers, agencies, and enterprise brands. You can use its chat to go from brief to finished ads, generating images, video, and copy before you spend your first dollars. Pencil pulls in data from connected ad accounts, and applies machine learning to forecast outcomes via its Media Performance Score. Pencil is best thought of as a “creative co-pilot” for performance marketers, standing out from simpler AI design tools by covering the full workflow and offering serious enterprise controls. Price Pencil uses a tiered SaaS model based on the number of outputs you create (“generations”) as well as enterprise options. Core plans start around $11 per month for 50 generations. Growth plans are around $44–$55/month (250 generations), billed annually or monthly, and the Pro/Enterprise tiers unlock unlimited generations and advanced governance features. Special Features - Chat-to-Ads workflow: A unified chat interface that guides you from idea to finished ads. - Media Performance Score/predictive AI: Machine-learning models analyze large datasets of past ad performance to predict how new creatives will perform, assigning a score so you can prioritize high-potential ads and cut wasted spend. - AI Agents catalog: Prebuilt and custom “Agents” for specific channels and tasks, plus an Agent Catalog to help you extend your own prompts and rules. - Full-funnel creative coverage: More than 50 channel-specific templates and workflows to create assets for social ads, video, display, emails, and landing pages. - Automated adaptation and localization: Spreadsheet-style bulk generation to adapt and personalize creatives for different markets. - Multi-model GenAI stack: An aggregator for top foundation models for image, video, and text. - Brand controls and enterprise governance: Role-based access, data ringfencing, “no-train” policies, and IP assignment terms to ensure privacy and data safety compliance. - Ad platform integrations: Direct ad platform connections to Meta, Google, YouTube, TikTok, DV360, and LinkedIn. Pros - Purpose-built for performance advertising. - Predictive scoring is a genuine differentiator. - Strong multi-channel support and templates across the full customer journey. - Deep integrations with leading AI and creative ecosystems. Cons - There’s a learning curve. - Free and lowest-tier plans are limited in generations and features. - While it supports a wide range of marketing assets, highly bespoke video production or complex brand storytelling may still require traditional creative teams and tools. ### 6. Hunch Hunch is a creative automation and media-buying platform built for performance marketers. It connects feeds, creative templates, and campaign setups in one workspace to let marketers generate thousands of personalized image and video ads, localize them, and sync them into campaigns automatically. It’s positioned for e-commerce and travel marketplaces, and other verticals that need to turn large catalogs into revenue-focused paid social programs. For performance-driven brands spending meaningful budget on Meta and other social platforms, its catalog automation, dynamic video, and performance-linked creative workflow can improve your efficiency and ROAS. Price Hunch runs on an enterprise-leaning SaaS model with pricing based on campaign volume, media spend, and service scope. Most customers are given a demo and custom quote. Publicly available data place Hunch’s entry point in the $2,000 to $2,500+ per month range, often including a minimum included ad spend (for example, around $50,000/month). Hunch is an enterprise-level investment that requires contacting sales for an accurate number. Special Features - Creative automation for catalog and DPAs: Turns any product or content feed into on-brand ad templates, automatically generating and updating image and video creatives for each SKU. - Dynamic creative and localized messaging: Lets you build dynamic templates with overlays for price, discounts, location, or other feed signals, and deliver highly localized, personalized ads at scale. - Dynamic video ads/Catalog Product Video (CPV): Automatically transforms catalog items into product-level videos tailored for Meta placements like Reels and Stories, using a template-driven video studio. - Media workflow and campaign automation: Builds and manages complex campaign structures on Meta and other paid-social platforms. - Performance data hub: Combines Meta Ads data with Google Analytics into one view, with product-level and template-level breakdowns to show which creatives and items actually drive revenue and return on ad spend (ROAS). - Creative Studio and examples library: A template editor for static and video creatives, plus a gallery of high-performing catalog/DPA examples to shortcut strategy and design. - Meta-first but multi-platform: Deep Meta integration (including the “New Meta experience” UI inside Hunch) with support for TikTok and Google, giving social teams a central hub for performance creatives. Pros - Purpose-built for paid social performance, especially catalog and dynamic product ads. - Strong automation for both creative and media workflows. - Deep product- and template-level reporting. - Well-suited to enterprise e-commerce and agencies managing multi-market, multi-catalog setups. Cons - Pricing is pitched to enterprise clients , rather than small operations. - Because it bundles creative automation and campaign orchestration, some teams end up using only a subset of features they’re paying for. - Focus is heavily on Meta, TikTok, and Google paid search, not as much on search, programmatic, or brand-heavy video. - Complexity and implementation overhead mean it shines most for teams with established paid social operations. ### 7. Canva Pro Canva Pro is an all-in-one visual communication platform that layers premium content, brand controls, and AI-powered tools on top of Canva’s familiar drag-and-drop editor. Aimed at creators, small businesses, and in-house marketing teams, it unlocks millions of stock assets, advanced editing features, brand management, and workflow tools. Pro also gives full access to Canva’s Magic Studio AI, turning quick prompts and uploads into polished, on-brand designs across channels. The tradeoffs are that it’s still not a pro motion or layout tool for the most demanding design teams, and rising prices mean you’ll want to actively leverage its brand kits, collaboration, and Magic Studio features to fully justify the spend. Price Canva Pro is sold as a subscription for individuals and small teams. Current rates price Canva Pro at about $12.99 to $15 per month, or $119 to $120 per year per user, depending on region and billing. Canva for Teams starts at around $14.99/month for up to five users and roughly $100 per user per year at scale. Education and nonprofit programs can access many Pro/Teams capabilities for free if they qualify. For large organizations, Canva offers Enterprise with custom pricing and expanded governance. Special Features - Magic Studio AI toolkit: Includes Magic Design for generating full layouts from prompts or uploads, Magic Write for AI copy, and Magic Media (Text-to-Image/AI video) for creating custom visuals and clips inside the editor. - Premium content library: Access to more than 100 million premium photos, videos, audio tracks, icons, and templates. - Brand kit and Brand Controls: Store logos, brand colors, fonts, and design guidelines, as well as the ability to keep the team on point with Brand Controls. - Magic Resize and advanced editing: One-click resizing of designs for multiple platforms, background remover, Magic Expand/Erase/Grab and other editing tools. - 1TB cloud storage and asset library: Centralized storage for brand assets, templates, and design files with version history and shared folders for teams. - Apps and integrations marketplace: Integrations with tools like Google Drive, Dropbox, social platforms, and productivity apps. - Collaboration and publishing tools: Real-time collaboration, commenting, task assignment, approval flows, and direct publishing or scheduling. Pros - Extremely low learning curve and broad template library make it easy for non-designers to produce professional-looking creatives quickly. - Magic Studio AI saves time on ideation, layout, and asset creation. - Strong value for money. - Robust collaboration, storage, and brand-kit features. Cons - While powerful for general marketing design, Canva Pro isn’t a full replacement for high-end motion graphics or complex, pixel-perfect work that still demands tools like After Effects or native Affinity desktop apps. - Teams pricing and add-ons have increased as AI features expanded. - Advanced brand governance and security features sit behind Teams/Enterprise tiers, so freelancers on individual Pro plans may not get full governance controls. ### 8. The Trade Desk (DSP) The Trade Desk is an independent demand-side platform that lets advertisers buy media across the open internet from one data-driven, self-serve interface. It’s built for sophisticated media buyers who want omnichannel reach, granular controls, and transparent reporting, rather than a walled garden. The platform’s new Kokai interface and Koa AI engine analyze millions of bid opportunities per second, while its identity, retail data, and measurement marketplaces help brands connect impressions to real-world results. Best understood as a high-end media-buying operating system for the open web, it’s a better fit as the backbone of a scaled programmatic program than as a casual tool for small teams dabbling in display. Price The Trade Desk charges a platform fee as a percentage of media spend, rather than a flat SaaS license, typically in the mid-teens to ~20% of spend. Most advertisers negotiate pricing via The Trade Desk or through an agency/reseller, and the DSP generally expects meaningful monthly budgets, which is why smaller brands often access it through partners that aggregate spend and lower minimums. Special Features - Premium omnichannel inventory at scale: Access to CTV/OTT (over-the-top), video, display, audio, native, mobile, and digital out-of-home (DOOH) across the open internet, with strong positioning as a preferred DSP for CTV and premium publishers. - Kokai and Koa AI decisioning: Kokai is the AI-powered interface layered on top of the Koa machine-learning engine, which adjusts bids, audiences, and supply in real time. - Audience-first, identity-driven targeting: Deep support for first-party and third-party data, plus industry identity frameworks like UID2 and EUID. - Retail data and retail media integrations: Marketplace of retailer partners that lets you use retail and transaction data for targeting. - Measurement and optimization marketplace: Plug-and-play integrations with third-party measurement, attribution, brand lift, and incremental reach providers. - APIs and custom solutions: Extensive API access, log-level data, and custom solution support. Pros - Independent, open-web focus means it’s not conflicted by owning media, and buyers get broad access to premium inventory. - Strong CTV and omnichannel capabilities make it a go-to DSP for brands that want to unify CTV, video, display, and audio in one place. - Powerful AI optimization, while buyers still retain a high level of manual control. - Transparency and detailed reporting around fees, placements, and performance. - A safe, scalable choice for enterprise advertisers and agencies. Cons - It's a sophisticated trading platform that can be difficult for new or lightly staffed teams. - The percentage-of-spend model and typical budget expectations mean it may be overkill for small advertisers. - While it can optimize and report on creatives, you still need separate workflows (or partners) for asset creation, dynamic templates, and rich creative production. ### 9. Outbrain Outbrain is an open-web native advertising and content-discovery platform that places your ads as “recommendations” across a network of premium news and lifestyle publishers. Its AI-based platform uses an Interest Graph and Smartfeed/Smartlogic recommendation engine to serve personalized sponsored content, video, and display units in-feed and in-article. Although the corporate brand has merged into Teads, the Outbrain technology and advertiser workflows (Amplify, Smartads, Smartfeed) are still widely used across media partner sites. The tradeoffs are uneven customer reviews and a platform that’s now part of a larger Teads ecosystem. Price Outbrain primarily runs on a CPC model in its self-serve Amplify dashboard: You set a bid per click and a daily or campaign budget, and you’re charged only when users click your native ads. Typical CPCs vary by geography, vertical, and competition, but industry and network benchmarks suggest native CPCs often fall roughly in the 10-cent to 50-cent range. Special Features - Smartfeed and Smartlogic personalization: Outbrain’s Smartfeed and Smartlogic engine uses AI and machine learning to personalize recommendation feeds. - Interest Graph targeting: An Interest Graph built from browsing behavior across thousands of sites powers interest-based targeting. - Smartads format suite: A portfolio of performance-focused native formats, including Standard Smartads, Carousel Smartads, App Install Smartads, Outstream Video Smartads, and Click-to-Watch units, designed for everything from awareness to app installs and conversions. - Broad format coverage: In addition to classic native tiles, Outbrain supports Clip (short animated units), App Install and Carousel natives, pre-roll and outstream video, high-impact display, and standard banners. - Conversion Bid Strategies and performance AI: Multiple automated bidding options adjust CPCs and serving patterns based on pixel data and on-site behavior. - Measurement, pixel, and analytics integrations: Native conversion pixel, support for codeless conversion, and integrations with Google Analytics (GA/GA4), Voluum, and other analytics platforms track down-funnel outcomes from native campaigns. - Programmatic access via DSPs: Outbrain inventory can be bought directly through the Amplify UI or programmatically via major DSPs. Pros - Access to premium, brand-safe environments on the open web. - Strong personalization and targeting via Interest Graph, Smartfeed, and Smartlogic. - Broad format mix and Smartads options mean you can support full-funnel objectives within one platform. - Self-serve UI is relatively easy to learn. - For content marketers and performance advertisers, Outbrain often delivers cost-effective CPCs and incremental traffic outside walled gardens. Cons - Targeting depth and controls, while improved, are sometimes seen as less granular than major social platforms or top DSPs, particularly in lower-touch self-serve accounts. - Minimum daily budgets, bid recommendations, and priority for larger spenders can make it feel less friendly to very small advertisers. ### 10. TripleLift TripleLift turns standard ad assets into high-impact native, display, and CTV experiences across the open web, streaming, and retail media. It sits on the supply side, but its core pitch to advertisers is creative innovation at scale with native tiles that match publisher layouts. TripleLift combines creative tech, data, targeting, and a premium SSP to deliver more engaging formats while still transacting programmatically through your existing DSPs. You will still need DSP access and trading chops, and while its formats are differentiated today, you should view TripleLift as part of a broader, competitive creative-media ecosystem rather than a one-stop solution. Price TripleLift doesn’t charge advertisers a separate SaaS license. Instead, its inventory is bought on a CPM basis via integrated DSPs, with TripleLift earning an SSP “take rate” baked into the media cost. It has no platform licensing fees when you access it through your DSP, so your effective cost is your DSP fee plus TripleLift’s margin on the media. Special Features - Creative SSP positioning: Marketed as “the creative SSP,” TripleLift specializes in formats that blend into content and elevate brand metrics. - Native and display formats: A broad portfolio of native tiles, scroll/carousel units, collection/flipbook format, and standard display ads that match each publisher’s look. - High-impact CTV and Pause Ads: CTV Spots, Pause Ads, Split Screen, dynamic overlays, and In-Show placements that insert brands into streaming content. - Advanced creative technology: Tech that automatically adapts standard assets into native, display, and CTV formats, which optimizes in real time for engagement and performance across screens. - Data and targeting stack: TripleLift Audience and identity partnerships combine advertiser first-party data with publisher data for privacy-conscious, cookieless targeting. - Premium inventory and SSP: Access to high-quality publishers through TripleLift’s SSP with real-time bidding, supply-path optimization, and integrations. Pros - Native, CTV, and in-show formats often outperform standard banners on attention, awareness, and purchase intent. - Easy to add to existing workflows. - Premium publisher and CTV supply with brand-safe environments and growing coverage across web, streaming, and retail media. - Generally no extra platform fee to buyers beyond CPMs and DSP costs. - Rapid innovation in Pause Ads, In-Show, and commerce formats. Cons - You still need a DSP (and trading expertise) to plan, buy, and optimize campaigns. - Competitors in native, CTV, and retail media are rolling out high-impact formats, so TripleLift’s current tech advantages may narrow over time. - Agencies and brands may need to push for detailed SPO analysis via their DSP partners. - Brands with very small spend or no CTV/native strategy may not fully benefit from the advanced formats. ## Key Takeaways Which platform fits best for you depends on where AI sits in your workflow, but with prediction and testing becoming as important as generation, platforms that pair GenAI with performance signals will help teams decide which creatives to run, not just create more of them. Remember, too, that AI creative works best as part of a broader media ecosystem, and generation tools deliver the most impact when paired with strong distribution and optimization layers. The point is to turn AI creatives into measurable performance, not just assets. ## Frequently Asked Questions (FAQs) ### How should I test whether motion or static creatives will drive higher CVR for my brand? The most reliable way to test creatives is with a clean, controlled A/B test. Run motion and static creatives side by side while keeping everything else the same — audience, placement, bidding, and campaign settings — so the type of creative is the only variable. Launch them both at the same time, making sure each gets enough traffic to reach statistical significance, and track the same conversion event for both. If your platform supports it, you can layer in multivariate testing to see how motion or static formats interact with different hero images, headlines, and CTAs. When you analyze results, prioritize CVR and CPA over CTR, and look at post-click signals like time on site and bounce rate to confirm you’re not just driving clicks, but quality conversions. ### I have limited creative resources. What’s the fastest way to scale motion ads from existing static assets? Start by identifying your best-performing static creatives with the strongest CTR or CVR and use them as the foundation for motion, rather than trying to animate everything at once. Templates and DCO-style tools make this efficient by letting you add lightweight motion to key elements like the hero image, product, logo, or CTA in short three- to 15-second loops that perform well without heavy production. You can also save time by repurposing social motion assets with minor format and size adjustments for open-web placements. Before rolling motion out broadly, put a small budget behind a live test to confirm lift versus static, then scale only the formats and messages that prove incremental impact. ### How do I ensure my creative tests are not biased by placement or inventory differences? The key is to control everything except the creative itself. Run all creative variants at the same time, in the same placements, and against identical audience segments so no version benefits from better inventory or timing. Set equal budgets, bids, and pacing rules for each test cell, and use randomized assignment so impressions are distributed fairly. Make sure every variant is measured against the exact same conversion event, then sanity-check the results by reviewing viewability, invalid traffic, and fraud metrics to confirm that one creative wasn’t favored by higher-quality supply. You can also run your static vs. motion tests on Realize with the same site lists and targeting. Realize’s direct publisher integrations provide consistent, brand-safe supply and richer user signals so the platform can surface valid creative winners. Use Double Verify/Integral Ad Science (DV/IAS) pre-bid filters and allow/block lists inside the platform to keep supply consistent across test cells. --- ### How to Set Up Your Performance Campaigns in 7 Steps URL: https://www.taboola.com/marketing-hub/how-do-advertisers-campaign-set-up/ Last Modified: 2026-06-25 09:54:01 The walled gardens of search and social advertising channels have served an important purpose for performance marketers for many years. Meta’s and Google’s owned channels have been the default for brands to drive conversions, but cost increases and stiff competition are changing that. Open web advertising has emerged as a vastly scalable option, with high-intent audiences visiting publishers and other media sites. Advertising on the open web is incredibly different from those search and social channels. In particular, campaign set up and optimization can be manual and disjointed, taking up way too much time for performance marketing teams. AI-driven technology has matured to the point where it can serve as a workflow copilot, helping teams launch open web campaigns more quickly and easily than with traditional channels. AI capabilities now inhabit every step of the campaign setup process, from generating creative to doing predictive audience discovery and targeting. ## The Evolution of Campaign Set Up: Enter AI and Automation Newer AI-driven campaign setup tools can’t come soon enough to help boost performance marketing scale. The era of tedious, manual campaign configuration is finally ending as AI automation platforms mature. These modern platforms use conversational AI and LLMs, so marketers can type goals in plain text or simply speak instructions to start the AI automatically building media plans and targeting parameters. The power of AI for campaign set up is not only that it saves time, but that users get results. Realize’s Abby generative AI tool, for example, works to increase advertiser productivity and pull in trusted data to support campaigns. These types of performance platforms can walk an advertiser through every step of setting up and managing a campaign, including AI ad optimization, targeting the right audience, testing and optimizing creative, and setting budgets correctly. When you’re creating a new campaign on the open web, the scale is massive compared to walled gardens, so you have to make sure you get foundational tracking and signals set up correctly and do robust AI training for a solid start. ## How Do Advertisers Execute a Full Campaign Set Up in 7 Steps ### 1. Defining Your Performance Objectives and KPIs AI can do a lot of the execution and analysis, but the human directing the performance marketing campaign has to define goals up front, to ensure the AI’s success. Make it clear whether the campaign goals are related to lead generation, sales, ROAS, brand awareness, or other options. This first step trains the AI models on the specific conversion actions they should optimize for during the learning phase. ### 2. Configuring Conversion Tracking and Data Signals The conversion tracking configuration plays a key role in successful AI campaign usage. This step involves setting up server-to-server (S2S) tracking and/or conversion pixels as well as post-back URLs. These data signals serve as the fuel for AI algorithms to optimize ad delivery and identify winning patterns, then continue learning from that information going forward. ### 3. AI-Powered Audience Discovery and Targeting Static demographic segments have become stale, as predictive audience targeting gains ground and becomes easier with help from AI tools. Machine learning and AI can analyze contextual signals, semantic data, and predictive purchase behaviors on the open web. This works even in privacy-first, cookie-less environments, where so many marketers are operating. ### 4. Structuring Campaigns for Machine Learning Success Ad campaign architecture needs to provide a solid foundation for AI and ML advertising campaigns. Make sure to consolidate ad groups and avoid over-segmenting — these tactics allow AI algorithms to gather sufficient data density and shorten the learning phase. Broad Targeting vs. Niche Segmentation AI algorithms for advertising campaigns perform better with more data, so setting up wider initial targeting parameters makes the most sense. This trade-off between narrow targeting and broader reach generally pays off down the road, once the AI has learned from the data. Funding the AI Learning Phase While it may seem counterintuitive to allocate budget for this initial AI launch and learn phase, it’s absolutely necessary to give the AI algorithm a sufficient base of data. Make sure to allocate enough budget in this stage so there are enough conversion events feeding data to the algorithm, so it can optimize effectively. ### 5. Leveraging Generative AI for Creative Asset Production Generative AI creatives can bring the power of a video studio and design team to even the smallest business. Many modern ad platforms offer built-in gen AI tools to create hundreds of ad variations, headlines, and images, all based on as little as a site URL. Beyond saving teams time and money, these tools make it easy to quickly do the A/B testing that performance marketing needs to succeed. ### 6. Automated Bidding and Predictive Budget Allocation AI-driven media buying is another emerging feature of modern performance platforms that can save tons of time. Automated bidding strategies powered by AI focus on a target metric, like cost per acquisition (CPA) or return on ad spend (ROAS). With that goal, predictive analytics can adjust bids in real time across thousands of publisher sites, based on the likelihood of a user converting. This adds precision to bidding, so you can spend the right amount of money in the right place at the right time. ### 7. Launch, Monitor, and Optimize Before you click “launch” on this new campaign, always do a final quality assurance process. AI is ideal for micro-optimizations, real-time bidding, and creating new ad variations, but the human advertising team has to monitor high-level metrics, work against creative fatigue, and guide the overall strategy. ## Overcoming Measurement Challenges on the Open Web Tracking user journeys outside the closed walled-garden ecosystems brings more complexity to an advertising campaign. The right tools can simplify and automate a large part of the tracking process to take full advantage of the open web’s conversion potential. Performance marketers have to move beyond last-click attribution and incorporate AI-based predictive modeling to get full-funnel visibility and cross-channel attribution and tracking. ## Key Takeaways Open web success needs a solid campaign foundation and best practices of steering AI toward business goals, instead of manual micromanagement. Getting an advantage in the digital ecosystem today requires speed and the right tools to help you automate the bulk of digital campaign execution. Make sure to prioritize data signals, generative tools, and automated bidding to stay ahead of competitors on the open web. ## Frequently Asked Questions (FAQs) ### How does AI improve the campaign setup process on the open web? AI can improve the entire campaign setup process by making it much simpler, replacing repetitive, manual tasks with automation. AI tools bring hyper-personalized targeting and can immediately generate ad creatives from a URL, as well as suggesting optimal budget allocations, automating bidding strategies, and using ML to build high-intent audience segments. Many modern tools can ingest plain text or natural language goals, so advertising teams can focus on strategy rather than manual set up tasks. AI tools can reduce production time for campaigns dramatically. ### Can I achieve the same ROAS on the open web as I do on search and social? Yes, it’s possible to achieve the same or better ROAS with open web campaigns, since AI bidding algorithms and predictive targeting can identify users with high purchase intent in real time. This can save budget as well, since marketers are accessing premium ad inventory that’s less saturated than search and social channels may be. ### What is the best bidding strategy for a newly launched open web campaign? For a newly launched open web campaign, start with an automated strategy that focuses on maximizing conversions. This feeds initial data to the algorithm, which it needs to produce top-notch, accurate results later. Once there is sufficient conversion density, you can switch to target CPA or target ROAS so the AI can optimize for profitability. ### Do I still need third-party cookies to target audiences effectively? No, you don’t need third-party cookies for targeting any longer. Now, advanced ad platforms use AI to analyze real-time behavioral signals, such as contextual and semantic. This allows for precise, persona-based targeting that’s independent of third-party cookies. --- ### Three Key Variables to Test in Ad Headlines for Enhanced Performance URL: https://www.taboola.com/marketing-hub/what-to-test-top-optimize-ad-headlines/ Last Modified: 2026-05-24 07:54:49 Advertising on the open web requires precise copy and eye-catching creative to get the attention of audiences. The most effective ad campaigns on the open web — whether for leads, e-commerce, or reach — rely on a headline that performs two jobs: filtering the right audience and hooking their curiosity. Creating a great headline that works for your performance marketing goals requires audience knowledge and testing. Every detail matters when you’re crafting this piece of short copy to make sure it will perform for your campaigns. To that end, we consulted Realize experts Rubi Das and and JeQuan Norris, SMB advertising sales managers, who between them bring years of experience to writing and testing advertising headlines. Here, we’ve gathered the three essential variables to test in your ad headlines, with details on what works best and why. ## The 3 Essential Variables to Test Your Ad Headlines ### 1. The Audience Filter: Specificity Over Generics When advertising on the open web, remember that the primary function of a headline is not to sell your product or service, but rather to pre-qualify the click. By naming your audience or the problem they’re facing, you can maximize the quality of the traffic that enters your funnel — and immediately sift out those who aren’t interested. Follow these steps to filter your audience up front: Specify the Persona or Problem  The headline should act as a litmus test to see if you’re reaching your target user: If the user does not relate to the headline, they won’t click. Remember to continuously A/B test your headlines to make sure you’re running the most effective version possible. “There is a common temptation to over-segment your audience by interest or niche right at the start, but that can actually restrict your data pool,” says Rubi Das, Realize Advertising Sales Manager. “I recommend starting without restrictive interest targeting. By letting the algorithm explore the ecosystem, you find the clicks that are truly viable. You might think your audience is only in one category, but there are massive overlaps. Use the testing phase to discover who they are, rather than assuming who they are up front.” Run Headlines That Anchor to a Specific Category Let the reader know immediately what category you’re advertising in, particularly if your business spans multiple sectors, such as clothing or electronics. You’ll have more success with specificity on the busy open web, especially with ad-fatigued users. Align Headline to Post-Click Content  Make sure there is a clear link between the headline's promise and the content's fulfillment. That includes the headline structure and ensuring that the headline's specificity matches the landing page content, and meets the expectation that has been set for the user. Be wary of using a broad headline that delivers a disappointing landing page. "When you’re targeting high-intent environments like the Yahoo or AOL Mail inbox, your audience is already logged in and in an 'action' mindset," says JeQuan Norris, Realize SMB Advertising Account Manager. "In these spaces, you can’t afford to be vague. You need very tight headlines that are directed to the point. The headline shouldn't just be a soft sell; it should be a mirror of the product experience they are about to have on the landing page." ### 2. Use the Curiosity Hook: Inform, Don't Sell Second, make sure you’re testing headlines that generate curiosity. This approach turns the ad into a recommendation rather than a sales pitch, which is key to overcoming ad fatigue and ensuring clicks onto the page where users can read further. Our experts recommend these tried-and-true methods for generating curiosity in headlines: Use Discovery Hooks  When you’re advertising on the open web, there are some particularly effective hooks, such as headlines that begin with or include terms that suggest exclusive, new, or insider information. They appeal directly to the reader's information-seeking mindset. Test Popular Phrasing Try headline phrasing that taps into reader curiosity — e.g., "See Why Is Soaring" or "Discover the 3 Key Signals Experts Are Watching" — for your particular category, to see what engages the audience. "Curiosity is a powerful tool, but it works best when it's paired with fresh data," notes Norris. "If a campaign starts to dip, it’s often a sign that your 'hook' has reached its limit with a specific audience. I always advise advertisers to treat their top publishers as living ecosystems—don't just block a site if it stops performing. Instead, use that as a signal to test a new creative angle or a trendier headline. Sometimes a simple tweak in phrasing is all it takes to unlock a new wave of qualified clicks from a premium publisher." Frame the Ad as a Time-Sensitive Alert  Headlines should convey an immediate need to know, without making claims that aren’t compliant with industry regulations, if applicable. For financial offers, for example, this means testing alert-based phrasing like "Investor Alert," "Time to Act," and "Don't Miss Out." Conduct Actionable Testing  You might use A/B testing for ad headlines, such as by comparing a purely informational headline ("A Report on Sector X") with an alert-based headline ("Investor Alert: Is Moving Now"). “When testing new curiosity-driven hooks, the number of variations is just as important as the copy itself,” Das advises. “For any single campaign, we recommend limiting your creatives to between six and eight variations. If you populate a campaign with too many headlines at once, you risk diluting your budget. You want enough variations to find a conclusion on what works, but not so many that the algorithm doesn't have the spend to properly test each one.” ### 3. Striking a Tone Balance: Compliance vs. Performance The final variable is testing the tone and word usage of an ad headline to maximize click-through rate (CTR), while operating safely within the platform's guidelines — a non-negotiable for stable scaling. Here’s what our experts recommend: Avoid Deceptive or Risky Wording  Since ad platforms prioritize compliance, the aggressive get-rich-quick tone common in other channels must be replaced with a professional, curiosity-driven tone. Make sure to double-check with your review team if there’s any possibility a headline might be categorized as misleading. "Scaling on premium tier publishers like MSN or Yahoo requires a higher level of 'branded' professionalism," Norris explains. "We find that headlines which lean too heavily into gimmicky or 'blind' curiosity often get flagged or limited by top-tier sites. To win in these auctions, your tone needs to be authoritative and heavily branded. By moving away from aggressive 'get-rich-quick' language and toward a more established, branded voice, you gain much more leverage to fight for placements on the web’s most valuable real estate." Consider Safe Wording Alternatives Along the same lines, think about how to use more platform-safe phrasing. Instead of, “Act now or lose!” for example, you could use the more thoughtful, “Why timing matters right now.” Or, instead of, "Guaranteed returns,” you could try, “What experts are watching.” “This is especially valuable for finance, health, and regulated categories,” says Das. Conduct Actionable Testing  When you’re considering the right tone balance for your ad campaign headlines, test language that focuses on education (e.g., "Learn How") versus guarantee (e.g., "You Will Get"). Maintain Consistency Across the Funnel  The tone used in the headline should match the tone of the body copy and the image. Even if the copy is specific to the image, make sure to take that into account, so the tone remains consistent to maintain user trust and funnel continuity. “Consistency isn't just about tone; it’s about language and localization,” says Das. “If you are promoting a product in a specific market—like Germany, for instance—your headlines must mirror the landing page exactly. If your page is in German, your headlines must be in German. A catchy headline in English that leads to a non-English landing page creates an immediate bounce. To maintain trust and performance, the language of the 'hook' must be the language of the fulfillment.” You may want to test image/headline pairs as a single creative unit to ensure tone match and consistency. ## Key Takeaways Ad campaigns won’t succeed without the right headline, whatever the end goal is. Effective ad headlines should both filter for the right audience and pique their curiosity to learn more. Advertising experts suggest creating and testing informative, relevant, consistent headlines to ensure the right targeting and reach. ## Frequently Asked Questions (FAQs) ### How can I efficiently test multiple headline variations on the open web without manually creating dozens of individual ads? The best practice for scaling creative testing like this is to use a platform's ad variations functionality, which is available through Realize. Instead of creating 10 separate ads, you can input multiple headlines, descriptions, and images into a single campaign element. The platform's algorithm will then automatically mix and match all possible combinations and use its machine learning to prioritize the highest performing pairs based on real-time data. This allows you to rapidly identify the winning headline/image pairing without manual rotation or micromanagement. ### We need to boost our click-through rate (CTR) to lower our cost per click. What platform tool can help generate fresh, high-performing headlines on demand? To accelerate creative ideation and combat ad fatigue, use Realize’s artificial-intelligence (AI)-driven creative assistance tools (often referred to as a "Help Me Write" or similar feature). These features use generative AI to analyze your existing copy and offer several immediate alternatives. You can input a base headline and the tool will instantly generate variations that use popular curiosity-based phrasing, emotional hooks, or urgency triggers, giving you a continuous stream of new ideas to test against your winners and drive a higher CTR. ### How can I ensure the specific demographics or audiences I mention in my headlines are actually performing well after the click? To move beyond simple ad performance (CTR) and analyze post-click lead quality, use Realize’s advanced reporting segmentation capabilities. By analyzing your campaign data and segmenting by the specific ad ID or headline text, you can isolate the conversion rate using the code ($\text{CVR}$) and cost per acquisition rate using the code ($\text{CPA}$), which are delivered by headlines targeting a specific persona (like "Seniors," "Investors," etc.). This allows you to verify that the headline that generated the cheapest click is also producing the most profitable lead, ensuring your creative testing is tied directly to bottom-line results. --- ### Attribution Bias Exposed: Are Google and Meta Favoring Their Ads Over Your ROAS? URL: https://www.taboola.com/marketing-hub/attribution-bias/ Last Modified: 2026-05-28 12:46:25 You open your marketing dashboard expecting strong results. Meta claims 50 conversions. Google takes credit for 45. But, your Shopify store only shows 60 actual sales. The math doesn’t add up. Is there a glitch or technical error? No — what you’re seeing is attribution bias. Self-attributing networks (SANs) like Google and Meta sell you ad inventory and measure their own performance, so they have every reason to make their numbers look as good as possible. What you get instead is inflated return on ad spend (ROAS), double-counted conversions, and a budget strategy built on data you can’t trust. ## What Is Attribution Bias in Marketing? Marketing attribution bias is a systemic error in how credit for conversions gets assigned — not a random mistake or a broken pixel, but a structural flaw baked into how performance is measured inside walled gardens. It doesn't occasionally skew results; it consistently shifts credit toward the platform doing the measuring, so your reported performance is reliably more flattering than reality. ## The Conflict of Interest: Why Ad Platforms Grade Their Own Homework Google and Meta are advertising businesses. Their revenue grows when you increase spend, so their reporting systems are built to reinforce the value of that spend and unlock more. When the same company controls both ad delivery and measurement, competing platforms and other touchpoints in your mix — like email, push notifications, or organic search — are more likely to be under-credited in favor of its own channel. In other words, the judge and the contestant are one and the same. ## Walled Gardens and Self-Attributing Networks (SANs) Explained A SAN, sometimes called a self-reporting network (SRN), is a platform that handles attribution internally and reports aggregated results without sharing the raw data behind the claim. Meta, Google, and TikTok are classic walled garden advertising environments: they control the inventory, the tracking, and the measurement, and you can’t fully audit the logic behind the numbers they report. ## The Illusion of Success: Why Your ROAS is High but Revenue is Flat Here’s how the illusion works: a user sees your Meta ad on Monday, clicks a Google search ad on Thursday, gets a discount email on Saturday, and buys on Sunday. Under Meta’s seven-day click and one-day view setting, Meta may still claim that conversion, and Google may claim it too. That’s how double-counting conversions leads to incorrect ROAS. With no cross-channel deduplication, a single sale can appear multiple times across your dashboards. The result is strong-looking ROAS, flat revenue, and budget decisions based on numbers that overstate what your campaigns are actually driving. ## 5 Common Types of Attribution Bias Distorting Your Data Not all attribution bias works the same way. Some forms come from how platforms assign credit, while others come from the ways that campaign systems optimize for the easiest conversions. ### 1. Platform Self-Attribution Bias Ad networks overclaim credit when they act as both ad server and measurement source. Google’s Performance Max (PMax) and Meta’s Advantage+ can be prone to this because they’re black-box, AI-driven campaign types that control targeting, bidding, and attribution in a closed loop, leaving advertisers with less transparency into how credit is assigned. Both may claim credit for conversions that were already in motion before the ad was served. This is also where cheap inventory bias shows up. Low-cost impressions can appear efficient simply because they occur near conversions that were already likely to happen, allowing the platform to report success without proving true lift. ### 2. In-Market (Retargeting) Bias In-market bias happens when algorithms target users who are already close to buying, then claim credit when they convert. The result is strong ROAS without proven incremental growth. Your incremental ROAS is often much lower than the platform-reported number. ### 3. Correlation-Based Bias Seeing an ad before converting doesn’t mean the ad caused the conversion. Correlation-based bias treats exposure as causation and gives full credit to a touchpoint that may have had little real influence. ### 4. Channel Proximity/Last-Click Bias When attribution defaults to last-click, the touchpoint closest to conversion gets all the credit, while the tactics that built awareness — display, native, video, email — get nothing. Advertisers cut upper-funnel spend, see short-term efficiency, and then watch the pipeline shrink. ### 5. Digital-Only Bias If it can’t be tracked with a pixel, it won’t show up in platform reporting. Events, sales calls, direct mail, and in-store visits all impact purchasing decisions, but none register in Google or Meta attribution, unless you take full advantage of CAPI, Measurement Protocol, or other forms of offline reporting in order to track your full funnel. This skews budget toward digital channels because they’re the only ones being measured. ## The Hidden Cost of Biased Attribution on Your Ad Budget When you trust platform-reported ROAS, retargeting looks efficient and awareness looks wasteful, so budget shifts accordingly. Over time, your new customer acquisition cost (nCAC) rises as you rely more on existing demand, rather than generating new demand. By the time revenue shows the damage, you’ve already cut the channels that keep the pipeline full. ## How to Expose and Fix Attribution Bias in Your Campaigns You can’t simply force SANs to become neutral measurement systems, but you can reduce how much control they have over your reporting and budget decisions. ### Implement Independent Third-Party Attribution Third-party attribution tools and mobile measurement partners (MMPs) ingest data from all channels, deduplicate conversions, and create a single source of truth outside the platforms. When Google and Meta both claim the same sale, it gets counted once and assigned by your model, not theirs. (To be clear, Google Analytics 4 does count as third-party, as it deduplicates conversions.) ### Incorporate Marketing Channel Data into Your CRM Make sure that every record in your CRM is infused with marketing-related data — the campaign channels the user clicked through to your website, and their unique identifiers (make sure you handle these in a manner that is compliant with privacy regulations such as GDPR). This way you’ll have the raw data necessary for painting a fuller picture of your user journey, and craft your attribution model accordingly. ### Take Advantage of Triangulated Measurement Simply put, no single attribution model can account for 100% of your conversions or ROAS. Only the combination of marketing mix modeling (MMM), incrementality testing, and a solid attribution model brings you closer to understanding exactly what drives your business. MMM is useful for strategic planning and accounting for external factors, while incrementality testing reveals whether an ad actually caused a sale, or if the customer would have purchased anyway. Meanwhile, attribution data remains best for the day-to-day management and optimization of campaign budgets. However, using these three methodologies together helps each methodology complement the others and serves as a powerful compass to guide your marketing efforts. ### Focus on New Customer Acquisition Cost (nCAC) Shift your primary metric from platform-reported ROAS to nCAC. It forces you to measure actual incremental growth: are you acquiring customers who haven’t bought before, or just recapturing existing demand? ### Use Server-Side Tracking and First-Party Data Signal loss from iOS 14+, ad blockers, and cross-device behavior creates gaps that platforms usually fill with modeled data. Server-side tracking helps close those gaps by sending high-quality conversion data directly from your server, rather than relying solely on browser-side pixels. Platforms like Realize support server-to-server (S2S) conversion tracking alongside pixel measurement. That helps advertisers connect campaign spend to verified customer relationship management system (CRM) events and order IDs, including conversions pixels may miss, such as phone orders, in-person appointments, and in-app events. Realize+ also supports MMP integrations for accurate attribution across web and app campaigns. More broadly, Realize+ is an open-web alternative to closed-loop systems like PMax and Advantage+, designed to deliver performance without platform bias. ## Should You Ditch Platform ROAS Completely? No, platform ROAS is still useful for in-platform optimization. Meta’s algorithm and Google’s Smart Bidding both need conversion signals to work, and platform reporting can still help with creative testing and within-channel comparisons. What it can’t tell you is how your overall budget is performing across channels. For business-level allocation decisions, you need third-party attribution tools that deduplicate conversions and apply the same logic everywhere. ## Key Takeaways Attribution bias is structural, not accidental, and without cross-channel deduplication, double-counting conversions is the norm. Biased attribution quietly raises nCAC by over-investing in retargeting and underfunding awareness, which is why you should use platform ROAS for in-platform optimization, but rely on third-party attribution tools for budget allocation. Use MMMs and incrementality tests to validate your attribution efforts. In addition, server-side tracking, MMPs, and nCAC will give you a stronger measurement foundation. ## Frequently Asked Questions (FAQs) ### What is biased attribution in marketing? Biased attribution occurs when a platform has a financial conflict of interest in the outcome it’s reporting. Because Google and Meta sell the ad space and measure the results, they may over-credit their own touchpoints. ### Why do Meta and Google overstate my ROAS? Both platforms use generous attribution windows. If a user sees a Meta ad and later clicks a Google ad before buying, both platforms can claim credit for the same sale. That’s how double-counting conversions leads to inflated ROAS. ### How do I fix ad platform attribution bias? Use third-party attribution tools or an MMP to deduplicate conversions across channels. Server-side tracking can also help by capturing verified conversion events that browser pixels miss, tying them back to real business outcomes. --- ### The ROI Case for Agentic AI: What the Performance Numbers Actually Say URL: https://www.taboola.com/marketing-hub/agentic-ai-roi/ Last Modified: 2026-05-24 07:23:13 As AI usage and tools become more sophisticated, business leaders are asking tougher questions about how it can drive growth and save on costs. To build a performance marketing return on investment (ROI) case and long-term strategy for using agentic AI, adopters need real evidence of how it can drive business growth. But, there hasn’t been enough data to really understand how marketing teams are getting value from AI, particularly agentic AI, in their daily work. That’s why the Realize team commissioned a survey specifically to understand the current landscape: We asked 200 senior performance marketers at companies spending $300,000 or more per month what they are seeing from their AI platforms. The results left no doubt that AI is already leaving its mark on performance marketing. ## The Performance Proof: What 76% of Marketers Are Actually Seeing The survey respondents are all people responsible for real performance budgets, and their response was overwhelming: 76% of them are seeing meaningful improvement from their use of AI-powered platforms such as Meta’s Advantage+ and Google’s Performance Max (PMax). To further break down that 76%: - 47% of respondents see a moderate performance lift. - 29% of respondents are seeing a significant lift from their AI platform. For 7% of respondents, they see a limited lift with their AI-powered solution. Just 1% report no impact on performance. For the vast majority of respondents, AI-powered campaign platforms are delivering visible, valuable impact. ### Why “Measuring But Too Early” is a Bullish Signal 17% of the decision-makers surveyed say they’re measuring the results of their AI-powered solution, but that it’s still too early to gauge the impact. Crucially, though, these survey respondents are conducting testing on how AI-powered platforms can work for their needs: they’ve committed budget and assigned resources to execute proof-of-concept projects and pilots. Platform adoption patterns suggest that when measurement is complete, it resolves positively for companies committed to performing testing. ## Why CPA/ROAS Optimization Is the Core Mechanism Driving Lift The survey data shows a clear picture of how agentic AI can help marketing and advertising teams. 41% of respondents say the top benefit of AI-powered solutions is the real-time optimization toward cost per acquisition (CPA) and return on ad spend (ROAS) — two of the most important metrics that advertisers use to gauge success and growth. Time savings was the second-ranked benefit for 14% of respondents, while improved budget allocation was top for 11% of respondents. These numbers show how important agentic AI results are to performance marketing teams, who are held accountable for specific, growth-focused metrics. Real-time ROAS or CPA optimization is far more valuable to these teams than the time savings, reporting, or creative automation, because it’s doing the right work at the right time faster than any human team could execute. All of the above is why it makes sense that Meta Advantage+ and Google’s PMax have achieved near-total adoption. Those platforms deliver for performance marketers against the metrics that matter most to them. This is also why agentic AI in performance marketing solutions can scale so well, and why it can help new channels grow very quickly. ### The Gap Between What Humans Optimize, and What Machines Can Real-time CPA and ROAS optimization for performance marketing is an ideal use case for agentic AI, because it offers a solution to a problem that humans alone can’t solve. Day-to-day, this type of operational optimization work happens continuously — adjusting bids, reallocating budget, rotating creative work according to its performance, and refining audience targeting. Human teams can only do this work in pieces, checking a dashboard once or twice a day, with a longer optimization cycle. Real-time, AI-driven performance marketing tools can respond to each signal as it arrives. Thousands of micro-optimizations compound quickly, as they’re completed faster and more consistently than any human team could execute. Over the course of a campaign, that cycle speed difference makes a big impact. The performance lift from agentic AI doesn’t rely on one concerted effort by human teams, but on continuous, back-end technical work. ## Making the Financial Case for Diversification Among Diminishing Returns This kind of performance lift in CPA/ROAS is a primary driver of budget decisions, too. Ad spend efficiency — ROAS — continuously drives performance marketing decisions, with search and social channels typically making up most of the budget. The survey found that 74% of respondents allocate 25% or more of their budget to paid search, and 67% do the same for paid social. These are the most heavily resourced channels in the performance mix and, tellingly, the biggest spenders are hitting the ceiling of these channels most acutely. ### When More Spend Stops Meaning More Results Search and social have served businesses very well, and agentic AI has proved in the survey data to be an effective tool to drive search and social performance. While search and social remain the dominant channels, though, they’re becoming saturated. That saturation shows up for performance marketers as diminishing returns based on the same or increased spending. Once marketing teams have optimized everything they can in search and social, incremental growth has to come from somewhere else, and that’s the open web, based on the data. A clear 70% of survey respondents spending more than $5 million per month say that it’s “extremely important” to find an incremental performance channel. Three quarters of survey respondents said it’s either very or extremely important to identify a performance channel to deliver incremental performance uplift beyond the walled gardens of search and social. Budget concentration in search and social reflects the typically strong returns of those channels, but the concern is scale. Returns that were strong with an investment of $500,000 a month does not automatically scale proportionally to $2 million or $5 million a month. Increased audience saturation and high-intent keyword competition mean that the cost of reaching an incremental customer just keeps rising. ## Budget Allocation Today vs. Where It’s Going Next The need for channel diversification is critical in the face of saturated performance advertising channels, and the survey data shows the decision point that many marketing leaders are facing. The current investment looks like this for performance marketing budgets, based on survey responses, with numbers reflecting the allocation of total budget: - Paid search: 22%. - Paid social: 21%. - Open web: 13%. - Connected TV (CTV): 12%. - Retail media networks (RMNs): 9%. - Affiliate: 8%. For the future of budget allocation, though, almost all of the survey respondents — 99% — say they would allocate budget to the open web if there were agentic AI solutions to use there. The average expected allocation would be about 24%, double what it is today, with the intent to invest even more strongly among the biggest spenders. That increase in investment in the open web would shift its importance in the channel mix and in the performance budget. With search and social remaining strategic pillars, new budget investment on the open web would be an ideal opening for performance marketers. ### What the Budget Intent Data Actually Says There’s a stark contrast between the 4% of performance marketers investing significantly in the open web, compared to those who would like to invest if agentic AI solutions existed for it — 39%. Those respondents say they would invest 26% or more if agentic AI solutions existed. At this decision point for performance marketers, the gap between those numbers reflects a strong demand signal for a new, confidence-inspiring channel. What’s missing in this moment is the infrastructure to make open web advertising investment easier. Marketers need the same automated, goal-based buying capabilities they can currently get from PMax and Advantage+, but for the open web. ## How Agentic AI Changes the ROI Calculus for the Open Web It’s clear that there are lots of potential opportunities for the performance marketers and advertisers working toward incremental reach and new audiences outside of search and social. With agentic AI proving its value in popular search and social platforms, the open web is next up to put performance budget to work in new ways. The proof is in the 81% of respondents who say they’d increase open web investment if they had automated, AI-powered campaign solutions to use. “Automated” is key here — the ROI calculation changes when AI-driven automation is in the picture for performance marketers. Survey respondents mentioned a few barriers to open web investment: too many vendors (74%); lack of unified attribution (71%); brand safety concerns (54%), and resource constraints (42%). Those concerns are the ones that a well-designed agentic system can reduce, mitigate, or remove entirely. A single interface, unified reporting, automated inventory controls, and autonomous execution, all within a single, AI-powered platform, can address the specific hesitations that lead to underinvestment in the open web. ## The Financial Argument Is Settled, So the Real Question Is Execution The takeaways for curious, data-driven performance marketers and leaders are clear from the survey: first, agentic AI has proved ROI value in two channels (Advantage+ and PMax), based on 76% of survey responses. It’s driven the specific performance results that marketers need — increased CPA and ROAS optimization. That’s a refreshing data point in the face of a lot of uncertainty around how AI can actually drive bottom-line business results. Second, based on survey responses, there is both strategic urgency and budget intent to expand this agentic AI model to the open web to grow performance marketing results. The missing variable is the infrastructure to convert intent into investment. Performance marketing leaders can rest assured the model exists, so the only question now is whether they have the operational capability to apply it. --- ### Black Box AI in Advertising: Risks, Walled Gardens, and Open Web Solutions URL: https://www.taboola.com/marketing-hub/black-box-ai/ Last Modified: 2026-06-10 09:01:08 You hand a platform your budget, creative assets, and conversion goals. A few days later, you get the results back. The dashboard shows everything is working, conversions are up, and cost per click (CPC) looks good. But, if you stop and ask how — which placements drove conversions, which audiences were targeted, and why the algorithm made one bid instead of another — you don’t get a clear answer. That’s black box AI in advertising, and it’s the defining tension of modern digital media buying. This article breaks down exactly what black box AI is, how platforms like Google Performance Max (PMax) and Meta Advantage+ use it, the real risks it poses to your campaigns and brand, and why the open web offers a more transparent path forward. ## What Is Black Box AI? Black box AI is any artificial intelligence system whose inputs and operations aren’t visible to the user or another interested party. The term “black box” comes from engineering: it describes a system you can observe from the outside but can’t inspect inside. In this case, you can see what goes in (your budget, creative, audience signals) and what comes out (clicks, conversions, return on ad spend ), but the decision-making in between stays completely hidden. In an advertising context, this means the AI is buying media, setting bids, choosing placements, and adjusting targeting, all without showing you its reasoning. Most black box AI systems are powered by deep learning, which is part of why they’re opaque. These systems are made up of layers of mathematical formulas and millions or even billions of connections that work together to answer queries or solve problems — in mysterious ways. The sheer scale of these neural networks makes them difficult to interpret, even for the engineers who build them. On the other side of the coin is explainable AI marketing, sometimes called “white box” AI. These are systems designed so that humans can understand, audit, and verify how decisions are made. In advertising, this looks like log-level data, placement-level reports, and transparent bidding logic — things you can actually act on. ## How Walled Gardens Weaponize Black Box AI (PMax & Advantage+) Google and Meta have built their automation products around the same core promise: You provide your goals and budget, and their AI takes care of everything else. It sounds great on paper, but you do give up some control in the process. ### Google Performance Max When Google launched PMax in 2021, it consolidated Search, YouTube, Gmail, Display, Discover, Maps, and Shopping into a single campaign type. For years, advertisers had no idea whether their budgets were being spent on high-quality search traffic or low-converting display placements. Advertisers also didn’t know what formats were used, or which specific videos or product pages in a shopping campaign were performing well or poorly. This lack of channel visibility created an impossible optimization scenario where advertisers couldn’t determine which elements of their campaigns were succeeding or failing. Google has made some transparency concessions under sustained industry pressure. In 2025, it rolled out channel-level reporting, search terms visibility, and campaign-level negative keywords. But, the fundamental architecture hasn’t changed, and while advertisers could finally see where their ads appeared, they quickly realized that visibility alone offers limited value without real control. The strategic question remains: Does adding transparency features make PMax as controllable as standard campaigns, or just somewhat less opaque? ### Meta Advantage+ Meta’s Advantage+ follows the same playbook. Marketers provide inputs such as goals, budgets, and product feeds, and Advantage+ takes it from there. While brands appreciated performance improvements, the lack of transparency mirrored the struggles with Google’s PMax. Advertisers have little visibility into how budgets are allocated or how audiences are targeted. This makes campaign optimization nearly impossible, as decisions are made inside that black box. Despite advertiser concerns over control and visibility, adoption of Meta Advantage+ continues to rise. The problem is that without transparency, you can’t tell whether results are coming from your best audiences or from brand-search arbitrage that would have converted anyway. There’s no way to know if the reduced costs are ultimately cost-effective without transparency. That’s the core logical problem with black box platforms: they’re asking you to trust outcomes you can’t verify, from a system that profits from your continued spend. ## The Hidden Risks of Algorithmic Opacity for Advertisers The risks that come with surrendering visibility are also real, and they compound until something breaks. ### Ad Spend Waste You Can’t Diagnose When a campaign underperforms in a transparent system, you can trace the problem: it could be the wrong audience segment, poor placement, or a low bid on a high-converting keyword. Black box systems strip out that diagnostic layer entirely. This challenge is costing businesses not only in a lack of ad spend efficiency and diminishing returns, but also vulnerability to ad fraud. When performance drops in a PMax or Advantage+ campaign, there’s no clear place to look. You can adjust inputs — change creative, revise your goal settings, tweak your audience signals — but you’re working in the dark. The algorithm learns, but you don’t. ### Brand Safety Exposure Black box AI doesn’t just decide who sees your ads, it decides where your ads appear. Without placement-level transparency, your brand can end up alongside content you’d never have chosen manually. Two thirds (65%) of marketing and advertising decision-makers worldwide worry about the suitability of ad placements on social platforms, per DoubleVerify’s 2025 Global Insights report. Over 70% of marketers have encountered an AI-related incident in their advertising efforts, including hallucinations, bias, or off-brand content. The consequences were significant: 40% had to pause or pull ads, over a third dealt with brand damage or PR issues, and nearly 30% had to conduct internal audits. On walled garden platforms, your ability to audit placements after the fact is limited. There’s no full log of every site, video, or inventory unit your ad appeared against. You’re trusting the platform’s brand safety tools to catch problems you can’t see yourself. Realize takes a different approach. When you run a campaign on the open web, you can see every site on which your content is shown, and bring in third-party verification tools like Integral Ad Science, MOAT, and DoubleVerify to run brand safety reports independently. ### Hidden AI Bias Organizations that deploy black box AI can face backlash or financial loss if the AI behaves unexpectedly. Without explainability, AI errors can escalate into major crises before they’re caught. In advertising specifically, hidden AI bias can show up in a few ways. One is systematic underdelivery to certain demographic groups. Another is over-indexing on audiences that are cheaper to reach, rather than those most likely to convert. You also see systems optimizing for vanity metrics that don’t translate into real business outcomes. Because the logic is opaque, these patterns can persist for months before anyone identifies them. ### The Cross-Channel Intelligence Gap Perhaps the most underappreciated cost of black box platforms is the data they withhold from you. Every conversion that runs through Google’s or Meta’s ecosystem feeds their algorithm, not yours. You don’t own the insight, and you can’t port the learning to other channels. Walled gardens centralize data, media buying, and measurement within a single platform. When you move budget out of a walled garden, even temporarily, you lose continuity. The algorithmic learning you paid for stays inside the platform, creating a subtle form of lock-in. The longer you stay, the more valuable the platform’s model becomes for your account, and the more you risk losing if you diversify. ## Escaping the Black Box: The Open Web Advertising Solution The open web operates on fundamentally different principles. Instead of one platform controlling inventory, measurement, and optimization behind closed doors, programmatic buying on the open web runs through interoperable systems where advertisers can see exactly where their money is going. In the open web programmatic advertising context, the open internet operates through interoperable technologies such as demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges. These systems work together to facilitate programmatic buying, allowing advertisers to access inventory from multiple sources more flexibly and transparently. In practice, this means: - Placement-level visibility. You know which publisher sites, apps, and contexts your ads ran against. You can exclude what doesn’t work, double down on what does, and build a real understanding of your best-performing inventory. - Log-level data ownership. Unlike walled gardens, open web campaigns can give you access to impression-level data. That data belongs to you, and you can use it to inform targeting decisions across every channel you run, not just one. - Bidding transparency. You can see how bids are set, where you’re competitive, and where you’re leaving opportunity on the table. That feedback loop is what makes optimization meaningful. - Explainable ROI. When performance goes up or down, you can trace why. That’s the foundation of a media strategy that improves over time. The Realize platform is built for exactly this kind of transparent performance advertising on the open web. Transparent, actionable data lets advertisers get a 360-degree look at what’s working best, and where they can improve to see their best campaign performance. Advertisers can see every publisher site where their content runs, control placement settings, and own the performance data their campaigns generate — none of which is available on a fully automated walled garden product. ## Key Takeaways Black box AI in advertising offers automation at the cost of understanding. For some campaigns with clear goals and enough conversion volume to feed the algorithm, fully automated products can perform well, but the risks of flying blind are real, and they’re cumulative. When you can’t see where your ads run, you can’t protect your brand. When you can’t trace performance drops, you can’t fix them. When your data stays inside the platform, you can’t build intelligence that compounds across channels. The balanced approach that most effective advertisers use is to treat walled-garden automation as one tool among several, not as a complete media strategy. Open web advertising through transparent programmatic channels gives you the visibility, data ownership, and bidding control that black-box platforms by design withhold. ## Frequently Asked Questions (FAQs) ### What does “black box” mean in AI? A black box AI is a system in which the inputs and outputs are visible, but the internal decision-making process remains entirely hidden. Black box AI models arrive at conclusions or make decisions without explaining how they were reached. You can observe results, but you can’t audit the logic that produced them. ### Is Google Performance Max considered black box AI? Yes. Google’s Performance Max (PMax) architecture treats channel distribution as an algorithmic optimization problem rather than a strategic business decision. The system prioritizes algorithmic learning over advertiser preferences, treating channel budget allocation as a variable to optimize, rather than a strategic parameter to control. While Google added some reporting features in 2025, the underlying optimization logic remains opaque and non-overridable. ### Why is a lack of algorithmic transparency a risk for marketers? Without transparency, marketers can’t diagnose performance problems, verify audience targeting decisions, or audit where their ads are appearing. ### How does open web advertising solve the black-box problem? Open web programmatic advertising gives advertisers access to placement-level data, transparent bidding logic, and log-level reporting that walled garden platforms don’t provide. The open web offers granular targeting, transparent metrics, and first-party data ownership — ideal for brands building long-term, privacy-compliant strategies. Platforms like Realize provide programmatic advertising transparency, showing advertisers exactly where their ads run and providing the data they need to make informed optimization decisions, without black-box automation stripping away that visibility. --- ### PMax: Google’s Performance Max Campaigns Explained URL: https://www.taboola.com/marketing-hub/pmax/ Last Modified: 2026-05-23 17:59:45 For most of digital advertising’s history, running campaigns meant making dozens of decisions every day. Decisions like which keywords to target, which placements to buy, how much to bid, and which creative to show to which audience. Effective? Sometimes. Scalable? Not really. Google Performance Max (PMax) is a complete departure from that model. Rather than requiring advertisers to manage individual levers across separate channels, PMax consolidates everything — inventory, bidding, creative, and targeting — into a single artificial intelligence (AI)-driven campaign that operates across Google’s entire network simultaneously. For performance marketers tasked with scaling revenue efficiently, understanding PMax isn’t just useful: it’s the price of admission. If you’ve been asking what PMax is in Google Ads, the short answer is that it’s Google’s most ambitious attempt yet to automate campaign management from end to end. ## What Is a Performance Max (PMax) Campaign? Performance Max is a goal-based campaign type within Google Ads that gives advertisers access to all of Google’s ad inventory from a single campaign. That means one campaign can serve ads on Search, YouTube, Display, Gmail, Discover, Shopping, and Maps, with placements determined not by the advertiser, but by Google’s machine-learning engine based on real-time signals about user intent. What sets PMax apart from other campaigns is its agentic nature. Unlike traditional campaigns that require continuous human optimization, PMax functions as an autonomous system. You set the objective and provide the inputs, and the algorithm handles execution. It decides where to show your ads, in what format, to whom, and at what bid, continuously optimizing across all surfaces to hit your conversion goals. That’s what makes it an agentic marketing solution in the truest sense. PMax doesn’t just automate tasks within a defined channel, it acts as an intelligent agent, making strategic decisions across the entire funnel, as well as the entire Google ecosystem. ## How Does the PMax AI Engine Work? At its core, PMax runs on Google’s smart bidding algorithms, which use machine learning to process large volumes of real-time data, such as search queries, browsing behavior, device type, location, and time of day. It uses this information to determine the optimal bid for every impression opportunity. Advertisers provide four primary inputs to get the system moving: - Budget and conversion goals: You tell the system what you want to achieve, whether that’s maximizing conversions or maximizing conversion value, and what you’re willing to spend to get there. - Audience signals: You provide seed data such as customer lists, website visitors, or interest-based segments to give the algorithm a starting point for identifying high-value users. - Asset groups: You upload the raw materials the system needs to construct ads tailored to each channel and format, including headlines, descriptions, images, logos, and videos. - Conversion tracking data: The more accurate and value-rich your conversion data, the smarter the algorithm becomes over time. From there, your PMax bid strategy is handled entirely by the algorithm. Google’s AI automatically creates ads and tests which combinations of creative and placement drive the most conversions. The system continuously refines this process, shifting budget toward what’s working and away from what isn’t. One notable development is the integration of generative AI models like Gemini, which allows advertisers to generate and scale new assets faster than ever, experimenting with fresh headlines, descriptions, and images without starting from scratch each time. ## Performance Max vs. Traditional Google Ads: What’s the Difference? The clearest way to understand PMax is to contrast it with the campaign types it was designed to work alongside and, in some cases, replace. Of all the Google Ads automated campaigns available, PMax is the most comprehensive, and understanding how it differs from traditional campaigns is key to using it well. Traditional Google Ads campaigns are channel-specific and require hands-on management. PMax is cross-channel and largely self-directed. In a traditional setup, an advertiser might run separate Search, Display, Shopping, and YouTube campaigns, each with its own targeting parameters, bids, creatives, and budgets. Managing all of these simultaneously is complex and resource-intensive, and performance data rarely paints a complete cross-channel picture. PMax collapses that complexity into a unified structure governed by a single conversion objective. The trade-off is control. Traditional campaigns give advertisers granular visibility and the ability to adjust individual keywords, placements, and bids. PMax shifts most of those decisions to the algorithm, prioritizing efficiency. ### PMax vs. Standard Search Campaigns Search campaigns are the workhorse of Google Ads, built for precision. They target users at the exact moment of intent, based on the terms they type into the search bar. That focus is their strength — and their limitation. Standard Search campaigns offer: - Placement exclusively within Google Search results. - Full advertiser control over keyword match types, ad copy, and bids. - Text-only ad formats targeted to specific queries. One difference between PMax vs. Search campaigns is that PMax casts a much wider net. It reaches users across all of Google’s properties and makes its own decisions about format and placement, based on real-time intent signals. That breadth is powerful for expanding reach, but it means giving up the keyword-level precision that Search provides. The practical recommendation for most advertisers is to run both simultaneously: Search locks in your highest-value keywords, while PMax expands reach beyond what Search alone can capture. ### PMax vs. Standard Shopping For e-commerce advertisers, the most relevant comparison is with Smart Shopping, the campaign type PMax directly replaced. Google retired Smart Shopping in 2022 and migrated all advertisers over, so if you were running it before, PMax is already your new normal. With PMax, the product feed foundation is the same, but PMax adds the ability to serve ads across: - YouTube. - Gmail. - Discover. - Maps. - Search and Display. Where Smart Shopping was limited to Search and Display, PMax dramatically expands how many touchpoints your product catalog can reach, all from a single campaign. ## The Pros and Cons of Google PMax PMax offers genuine advantages for advertisers who are set up to use it well, but it also introduces friction points that can be frustrating if you’re used to having control over your campaigns. The advantages: - It consolidates cross-channel management significantly, freeing up time for higher-level strategy rather than day-to-day bid adjustments. - It opens up audience segments and placements that manual campaigns often overlook, giving you more coverage across the full funnel. - Google reports that advertisers who’ve adopted PMax see an average 18% increase in conversions at a similar cost-per-action compared to standard Shopping campaigns alone. - Because it learns continuously, AI-driven advertising performance typically improves over time as the algorithm accumulates more conversion data. The drawbacks: - Keyword-level transparency is limited. You can access search term reports, but not the detailed data available in standard Search campaigns. - Ad cannibalization is the real risk. Without careful campaign architecture, PMax can compete with your existing Search and Shopping campaigns for the same auctions. - The “black box” nature of its decision-making makes it harder to diagnose performance issues, or understand why the algorithm is making specific choices, which can complicate attribution analysis. For advertisers with the right setup, the efficiency gains are hard to ignore. The key is understanding upfront that you’re trading detailed control for scale, and building your campaigns accordingly. For advertisers who do aim for more control and visibility, there are alternatives. ## Winning PMax Strategies for Performance Advertisers Because you can’t manually adjust bids in a PMax campaign, the optimization lever shifts from bid management to input quality. The better your inputs, the better the algorithm performs. Here are some tips to help get the most from your efforts. ### Invest in Conversion Tracking Quality First PMax is only as smart as the data it learns from. Before launching, make sure your conversion tracking is accurate, comprehensive, and wherever possible, value-based. Assigning different values to different conversion types — a purchase vs. a newsletter signup, for example — allows the algorithm to optimize for outcomes that actually matter to your business. ### Build Rich, Diverse Asset Groups The system needs creative variety to test effectively across formats. Provide the full range of image sizes, multiple headline and description variations, and video. Campaigns without video assets default to auto-generated videos, which are rarely optimized for performance. ### Use Audience Signals Strategically When it comes to audience signals, PMax treats them as starting points rather than hard constraints. Upload your customer list, retargeting audiences, and high-intent in-market segments to give the algorithm a strong foundation. ### Segment Google Ads Asset Groups by Product Category or Audience Intent Rather than lumping all your products or services into a single asset group, create separate groups aligned with distinct categories. This helps the algorithm match creatives more precisely to relevant inventory and gives you cleaner performance data for each segment. ### Monitor for Cannibalization Run a brand-excluded campaign setup and regularly review search term reports to make sure PMax isn’t encroaching on your high-performing search keywords. Think of PMax optimization less like tuning a campaign and more like briefing a very capable colleague. The clearer and richer the information you provide on the front end, the better the results you can expect on the back end. ## Is Performance Max Right for Your Advertising Goals? PMax performs best when certain conditions are in place. It thrives on data, so the more conversion history your account has, the more effectively the algorithm can optimize. For this reason, it’s especially well-suited to e-commerce brands with established purchase funnels, SaaS companies scaling user acquisition at volume, and advertisers with clean customer relationship management system (CRM) data and value-based conversion tracking configured. The campaign type is less suited to advertisers operating on tight daily budgets. Smart bidding is the only option here, since manual bidding isn’t available, and the algorithm needs sufficient daily spend to generate useful data. Most advertisers set that threshold at $50 per day or higher. Without it, the learning phase drags on, performance stays volatile, and the campaign never fully matures. Similarly, advertisers who need strict control over every placement — whether for brand safety reasons, competitive considerations, or regulatory constraints — may find PMax’s opacity difficult to manage. The algorithm’s autonomy is a benefit for some and a liability for others. Knowing which camp you’re in before you launch will save a lot of frustration. It’s worth noting, too, that Google’s network, as broad as it is, still represents a walled garden. Advertisers looking to extend their reach beyond Google’s ecosystem can explore performance campaigns on the open web, which offer access to premium publisher inventory outside of search, YouTube, and Shopping. For brands already running PMax, adding an open-web strategy can fill in the gaps that even a cross-channel Google campaign can’t cover. ## Key Takeaways Google Performance Max represents a genuine shift in how omnichannel ad campaigns are managed. The advertiser’s job hasn’t disappeared, it’s just moved upstream — less time on bid adjustments and placement management, and more time on the conversion data, creative assets, and audience signals that drive AI behavior. Advertisers who make that mental shift and invest in high-quality inputs consistently see PMax outperform siloed, manually managed campaigns. Those who treat it like a set-it-and-forget-it tool are likely to be disappointed. ## Frequently Asked Questions (FAQs) ### What is the main difference between PMax and Search campaigns? Search campaigns run exclusively within Google’s search results and are governed by keyword targeting. Your ads appear when users search for terms you’ve explicitly bid on, giving you full control over match types, bids, and ad copy. PMax operates across all of Google’s properties simultaneously, using machine learning to automatically determine placements, formats, and bids. The two campaign types serve different purposes and work best when run in tandem. ### Does PMax replace my other Google Ads campaigns? No. PMax is built to complement existing campaigns, particularly standard keyword-based Search campaigns. Running both allows you to maintain precise control over your highest-value, specific-intent keywords while giving PMax room to expand reach across the broader network. Most advertisers should treat PMax as an addition to their campaign mix, not a replacement. ### How do you optimize a PMax campaign if it’s automated? Optimization with PMax happens at the input level rather than the execution level. Focus on the quality and accuracy of your conversion tracking data, the richness and variety of your creative assets, the precision of your audience signals, and the logical segmentation of your asset groups. Improvements in any of these areas give the algorithm better information to work with, which typically translates to better performance. ### Are Performance Max campaigns good for lead generation? PMax can be effective for lead generation at scale, but it requires the right infrastructure. Because it serves ads across the Display network, it has a higher potential for attracting low-quality or spam leads than Search-only campaigns. To mitigate this, strong CRM integration and value-based conversion tracking are essential. You need to be able to tell the algorithm not just that a lead came in, but what that lead is actually worth. Without that signal, the campaign may optimize for volume rather than lead quality. --- ### Understanding Native Advertising: How It Works, Types, Best Practices URL: https://www.taboola.com/marketing-hub/native-advertising/ Last Modified: 2026-05-23 18:43:47 Today, over 90% of users ignore traditional banner ads and 52% use active ad-blocking software. In other words, the traditional interruptive marketing model has lost its effectiveness, leaving marketers facing a conundrum: how to expand consumer awareness without triggering their defense mechanisms. The answer? Native advertising. With this advertising format, marketing teams design paid media to match the look, feel, and function of the platform on which it appears. It’s the open web equivalent of the seamless experience we’re accustomed to in social feeds, and now you can supercharge it with agentic intelligence. ## What Is Native Advertising, Really? If you immediately think native advertising equals sponsored content, you should expand your definition. This integrated ad format functions as a natural extension of the user’s content journey. Its core characteristics include: - Visual consistency. The ad uses the same fonts, layout, and image styles as the surrounding editorial content. - Functional alignment. The ad behaves like the rest of the site. If the site is a news feed, the ad becomes a story; if the site is a search engine, the ad is a result. - A value-first approach. Unlike display ads that demand an immediate Buy Now! action, native ads offer information, entertainment, or utility first. ## What Business Is Native Advertising Best For? The native advertising industry’s value was projected to hit $400 billion by 2025. The takeaway? It’s here to stay — and now it’s essential for: - B2B and high-consideration brands. It allows brands to explain complex return on investment (ROI) or technical specs like medical, legal, and financial, in a format users already trust. - Direct-to-consumer (D2C) and e-commerce. Brands selling aesthetic or lifestyle products (gardening tools, watercolor supplies, boutique fashion) can use visual storytelling that feels like a more relatable peer recommendation. - High-growth performance marketers. Agencies needing absolute return on ad spend (ROAS) use native to access premium demographics on sites like The Washington Post or Der Spiegel, where banner blindness is the highest. ## How Does Native Advertising Work? The mechanics of native advertising have evolved from static advertorials to agentic auctions. As third-party cookies continue their phaseout, native advertising has returned to its roots: contextual relevance. Placing an ad for hiking boots in an article about Best Trails in the American Midwest ensures that audiences see it as a helpful suggestion, not a creepy tracking attempt or irrelevant interruption. ### The Supply and Demand Chain - The publisher (supply): High-quality news and lifestyle sites provide slots within their article feeds or recommendation sections. - The advertiser (demand): Brands provide a creative portfolio (multiple headlines, images, and URLs). - The agentic engine: While standard demand-side platforms (DSPs) bid on users, agentic engines act as an autonomous agent, analyzing thousands of combinations of devices, time of day, and contextual signals to determine which specific creative yields the best outcome. ## Types of Native Ads There are six primary types of native advertising, each designed to align with specific user behaviors, like passive scrolling or high-intent searching. ### In-feed Content In-feed ads are the most common form of native advertising. They appear directly in the natural flow of content on a publisher’s site or social media platform. Think: a promoted post on LinkedIn or a sponsored article on The New York Times. - They match the typography, image aspect ratio, and layout of organic posts. - Because users are typically in discovery mode (scrolling for news or updates), they evaluate the ad using the same mental framework as editorial content. - Best use case: High-level brand storytelling and thought leadership. For example, a medical technology firm might publish an article about the future of artificial intelligence (AI) in surgery on a health news site. ### Recommendation Widgets These are the “you might like…” or “recommended for you” grids you find at the bottom or side of an article, powered by content discovery networks. - They typically look like a grid of thumbnails with catchy headlines. While they resemble internal site links, they include labels like “Around the web” or “Sponsored.” - Users engage with these widgets after finishing an article and looking for what’s next. Widgets capitalize on curiosity. - Best use case: Driving high-volume traffic to landing pages or listicles that nurture leads. ### Sponsored Search and Promoted Listings These ads appear at the top of search engine results (Google/Bing) or within e-commerce marketplaces (Amazon/Etsy). Unlike other native ads, a specific user query usually triggers them. - They’re identical to organic search results or product listings and distinguished only by a small “Ad” or “Sponsored” tag. - Users typically have high intent because they’re looking for a solution or product. The ad addresses an immediate problem. - Best use case: Direct response marketing and e-commerce sales. If someone searches for “best gardening tools for sore backs,” a promoted listing for an ergonomic shovel is the perfect native fit. ### In-map Content Integrated into navigation apps like Google Maps or Waze, these ads appear as branded pins or promoted search results based on a user’s geographic location. - A branded pin (like a logo) appears on the map as a user searches for “coffee near me.” It includes one-tap directions and store hours. - This strategy works for local, immediate intent. The user is physically near the business and needs a service now. - Best use case: Drive-to-store campaigns for retail, restaurants, and service providers (like a repair shop or car dealership). ### Branded Video Native video ads integrate into the content stream rather than appearing as forced interruptions like annoying mid-roll YouTube ads. - These videos appear within an article or feed and may start muted or require a user to click to begin, to avoid disrupting the reading process. - These users are willing to watch if the content provides entertainment or value. Its opt-in approach builds brand trust (instead of generating annoyance). - Best use case: Emotional brand building and product demos. ### In-game Narrative and Rewarded Video These ads, which are common in mobile gaming, are integrated into the game’s aesthetic or economy. The most popular format is rewarded video, where users choose to watch an ad in exchange for a life or currency. - You might see an in-game character wearing a branded shirt, or an ad break might pop up, offering you an optional way to unlock a new level or earn credits. - This strategy creates a positive association with the brand because users receive a tangible benefit (a reward) in exchange for their attention. - Best use case: App installs, high-frequency brand exposure, and reaching younger, tech-savvy demographics. Format Description Best for… In-feed content Ads that look exactly like the news or social posts surrounding them. Awareness and brand storytelling. Recommendation widgets “Recommended for You” blocks at the bottom of articles. Driving traffic and performance. Sponsored listings Promoted products on search results or e-commerce pages (Amazon, Google Search). Direct conversions. In-map content Ads within navigation apps like Google Maps that appear when searching for nearby locations. Local business and foot traffic. Branded video Click-to-watch or in-stream video that provides entertainment value. Engagement and high intent. In-game narrative Rewarded video or aesthetic-matched assets within mobile games. App installs and retention. ## Native Advertising: Pros/Cons ### Combatting Ad fatigue and Banner Blindness After years of digital exposure, is it any wonder that users have developed banner blindness — a cognitive filter that unconsciously allows them to ignore the top and side rails of a website where ads typically live? Native ads sit in the center of the page where users are already focused. Because they don’t look like traditional clutter, these ads bypass the mental filter. Research also shows that consumers look at native ads 53% more frequently than display ads (and are more likely to process them as content). ### Ad Blocker Resistance Third-party scripts serve up traditional display ads that browser extensions can easily identify and block. Native ads are designed to match the publisher’s CSS (styling) and are thus more often integrated more deeply into the site’s structure. While ethical disclosure is still required, the format is less likely to be stripped from the page, increasing the chance that intended recipients will see your message. ### Higher Click-through Rate (CTR) and Retention Banner ads often attract accidental or impulsive clicks. The click on a native ad is intentional. Native ads deliver up to 8.8x higher CTR than banners. User retention is three times higher. Users who clicked to learn or engage (rather than react to a flashing box) arrive on your landing page with a higher degree of pre-qualification. ### The Brand Halo Effect Consumers associate the quality of an ad with the quality of the environment in which it appears. If it appears as a partner content piece on The Wall Street Journal or National Geographic, your brand inherits those institutions’ authority. This halo effect builds trust faster than a standalone pop-up on a generic site. Pros Cons Better UX: Nondisruptive; fits the flow of a user’s journey. Content intensity: Requires high-quality writing and imagery. You can’t just slap a logo on it and hope for the best. Bypasses ad fatigue: Engagement remains high, even for tech-savvy audiences. The risk of deception: If not labeled clearly, users can feel tricked, which will damage brand trust. Higher intent: Clicks represent a genuine interest in the topic, leading to better leads. The complexity challenge: Manually optimizing headlines and images across 1000+ sites is impossible. Contextual resilience: Works well in a world without third-party cookies by focusing on page content. Harder to measure (at first): Focuses on post-click engagement, which requires more advanced tracking tools. ## Benefits of Native Advertising ### Authentic Engagement in a Natural Environment Native ads combine image and title units styled to match publisher content. They drive authentic engagement and consistent performance by blending ads seamlessly into the page experience. ### Full-funnel Versatility - Top (awareness): Use long-form sponsored articles to introduce a brand story. - Middle (consideration): Use interactive native video to build interest. - Bottom (conversion): Use native ads with embedded CTAs or in-search results to drive immediate action. ## Considerations of Native Advertising ### The Transparency Mandate Because native ads blend so well with organic content, there’s a fine line between integration and deception. If you don’t clearly label an ad (e.g., sponsored content), users may feel misled once they realize they’re engaging with paid material. Transparency is key. Label your native ads appropriately, otherwise, you risk losing trust that’s hard to recover. ### Mind Your Budgets Native marketing ads up, especially when you compete against prominent brands with huge budgets, as auctioned placements go to the highest bidder. Incorporate native marketing as part of a larger, diversified strategy instead of relying on it as the singular business driver. ### Content-heavy Strategy Native ads work because we build them from themes that drive good content: cohesive storytelling, audience awareness, and quality. You need more than a quick collection of banner ads or paid search spots. Commit to content creation — whether video, articles, or social placements — and give your team the resources and time to deliver quality work. ## How to Create a Native Ad Campaign in 6 Steps ### Step 1: Define your hitchable outcomes Don’t chase clicks. Define your objective: Is it a newsletter signup? A whitepaper download? A tire purchase? Platforms need a definitive goal to optimize effectively. ### Step 2: Consolidate for AI Modern agencies are moving away from hyper-granular ad sets. Consolidate your campaign structure. Give the algorithm enough budget and room to A/B test and find the best option across thousands of publishers. ### Step 3: Master the brand script You wouldn’t ask someone to marry you on your first date, right? Position your brand as the helpful partner. Tell a story that addresses the customer’s specific pain points (e.g., why 2026 is the year for ergonomic gardening) rather than attempting a hard sell. ### Step 4: Use the creative portfolio approach Feed the system a large volume of high-quality inputs. Use images of people, not logos. Keep your headline and image congruent because together, they can tell a logical, compelling story. ### Step 5: Champion a mobile-first user experience (UX) With over 50% of ad spend now on mobile, you need a flawless landing page. A slow-loading, desktop-style article will result in a 90% bounce rate. ### Step 6: Embrace continuous agentic optimization Native isn’t set-it-and-forget-it. Use agentic AI to automatically block underperforming supply paths and refresh visuals to avoid creative fatigue. ## How to Measure the Effectiveness of Your Native Ad Campaign Measuring native advertising’s effectiveness requires a shift from surface-level metrics to intent-based analytics. A click is just the story’s beginning: to really understand ROI requires determining how deeply the user engaged with content and whether that engagement led to a measurable business outcome. ### Click-through Rate (CTR) Definition: The ratio of users who click on your native ad to the number of total users who view it. - Why it matters: In native advertising, CTR is a resonance test. Because the ad competes with editorial headlines, a high CTR indicates that your headline and image combo provides perceived value to the audience. ### Engagement and Dwell Time Definition: The amount of time a user spends consuming your content after the initial click. - Why it matters: Native advertising is a content-first strategy. If a user clicks your ad but bounces within five seconds, they probably perceived it as clickbait. ### Scroll Depth Definition: A metric that tracks how far down a page a user scrolls (e.g., 25%, 50%, or 100% of the article). - Why it matters: This key performance indicator (KPI) is the best sign of content stickiness. If users consistently drop at the 50% mark, your branded script may be too sales-focused too soon. ### Conversion Rate (Cost Per Acquisition / Return on Ad Spend ) Definition: The percentage of users who take a specific hard action, like signing up for a newspaper, downloading a whitepaper, or making a purchase, after engaging with the content. - Why it matters: This is what to look for in the outcome-led model. Engagement is great, but performance advertisers need to see the bottom-line impact, too. ### Brand Lift and Sentiment Definition: Surveys or data analyses that measure changes in audience perception or brand awareness after exposure to a campaign. - Why it matters: Native advertising can benefit from a publisher’s halo effect. Users might not buy today, but they’re more likely to consider the brand later because they saw it in a trusted place, like The Wall Street Journal. ### Earned Media and Social Shares Definition: The frequency with which users share your native content on social platforms or link to it from other sites. - Why it matters: High-quality native content often goes viral within professional niches. If users share your sponsored LinkedIn article with their own networks, your paid reach effectively becomes earned reach, lowering your overall cost per impression. ## Alternatives to Native Ads ### Native vs. Standard Display Standard display (banners) relies on interruption. Native relies on integration. The brain often processes display ads as peripheral noise, but processes native ads as core content. While display often costs less on a cost per mille (CPM) basis, it can suffer from a quality gap. Native clicks represent higher intent and a lower cost per lead (CPL) in the long run. ### Native vs. Paid Search Search is reactive; it waits for a user to type a specific query. Native is proactive; it finds users who are consuming related content but haven’t yet searched for a solution. Use search to capture existing demand. Use native to create that demand by educating users before they register that they need you. ### Native on the Open Web vs. Walled Gardens Google PMax and Meta Advantage+ are powerful, but they prioritize their own inventory (think: YouTube and Instagram) and often lack transparency in reporting. The open web brings the same agentic, set-it-and-forget-it performance to premium, brand-safe publishers (like The Guardian or Forbes). It removes platform bias, directing your budget to where performance is strong (not where the platform wants to dump excess inventory). Feature Native advertising (open web) Standard display Walled gardens Paid search UX High: Non-disruptive; fits site aesthetic. Low: Often seen as clutter or spam. Medium: High-quality but repetitive. High: Provides direct answers to queries. Placement Control High: Direct code integration on premium sites. Variable: Can end up on long-tail, low-quality sites. Low: Black box automation; limited placement visibility. High: Specific to search engine results pages (SERPs). Targeting Logic Contextual and agentic: Moves with user intent. Audience-based: Relies heavily on (often being phased out) cookies. Platform-driven: Proprietary social/search data. Keyword-driven: High intent but limited scale. Ad Blocker Risk Low: Integrated into site creative specs (CSs). Very high: Frequently stripped by browsers. Medium: Mostly in-app (safe from blockers). Low: Usually bypasses blockers. Cost Model Performance-led: Focus on ROI/CPA. CMP-led: Focus on inexpensive impressions. Outcome-led: High performance, but high platform tax. Cost-per-click (CPC)-led: Capped by search volume. Scale Vast: Reaches the entire open web. Vast: But with low engagement quality. Limited: Restricted to the platform’s own apps. Limited: Capped by search volume. ## Key Takeaways Native advertising works because it treats the customer as a reader first and a buyer second. It brings the intelligence of social buying to the world’s best publishers. Its adaptive learning, with continuous optimization, identifies new supply paths and blocks underperformers. ## Frequently Asked Questions (FAQs) ### What are some of the best examples of native advertising ads? Klarna (Ad format: tailored carousel placements) This leader in the global fintech space monetizes its user interface by integrating sponsored offers into its home screen carousel. These placements use first-party data to personalize promotions to individual users. Visually, these ads are nearly indistinguishable from organic deals, except for a subtle ad identifier. Spotify (Ad format: immersive multimedia takeovers) Spotify leverages its core strength — curated discovery — to build in-depth native experiences. A great example was its collaboration with Netflix for Stranger Things, which allowed fans to activate a themed interface and access character-specific playlists. Bed Bath & Beyond (Ad format: integrated newsletter promotions) To monetize its large email subscriber database, Bed Bath & Beyond incorporates vendor promotions into its weekly newsletters. It uses direct-sold placements that mirror the aesthetic of its product highlights, rather than relying on generic third-party ad networks. ### What are some of the best practices for native ads? To maximize the benefits of native advertising, prioritize strategic partnerships with experienced publishers and technology providers to ensure that your content meets high editorial standards. Success starts with clear KPIs like brand awareness or conversions. Your brand “script” should focus on storytelling and solving customer pain points rather than a hard sales pitch. Lean into contextual targeting by placing ads in relevant editorial environments and making sure they align with the reader’s current intent. Your content should be mobile-optimized for fast loading, and leverage A/B testing and regular content refreshes to mitigate potential ad fatigue. ### What are the best platforms or networks for native ads? Realize+ is a premier choice for agentic (currently in Beta), outcome-based buying on the open web. Other reputable networks include LinkedIn (for professional B2B reach), Outbrain, and Nativo. ### Is there a difference between native and banner ads? Banner ads live in a page’s gutters and are visually separated from content, like a billboard on a highway. Native ads integrate into the content itself, like a product placement in a movie. By matching a site’s fonts and layout, native ads bypass banner blindness and attract higher engagement. --- ### Best Performance Platforms for Native Advertising in 2026 URL: https://www.taboola.com/marketing-hub/native-advertising-platform/ Last Modified: 2026-05-23 19:06:28 Running ads on social media is no longer enough. Rising costs per mille (CPMs), tightening audience-targeting controls, and algorithmic volatility have pushed performance marketers to look beyond the walled gardens of Meta and Google. Native advertising platforms on the open web offer something different. They exist in premium publisher environments where audiences are actively researching, more receptive, and less saturated with ads. The challenge is choosing the right platform. Some excel at scale, some at optimization depth, and some at specific verticals. Getting it wrong means budget burned on traffic that won’t convert. This guide breaks down the leading native advertising platforms for performance campaigns in 2026 — what each does well, what it doesn’t, and who it’s best suited for. ## Best Native Advertising Platforms Compared Platform Why It’s Essential Core Use Cases and Features Best for (Performance Advertisers) Pricing Model (Indicative) 1. Realize Performance-first platform built around outcome-based optimization. Artificial intelligence (AI)-driven bidding, conversion tracking, audience modeling, and automation for performance campaigns. Cost per acquisition (CPA)-focused advertisers, e-commerce, lead generation , return on ad spend (ROAS) optimization. Performance-based; cost per click (CPC) for native, CPM for programmatic. 2. Teads Premium open internet platform combining Outbrain’s performance DNA with Teads’ video and branding expertise. In-feed native ads, outstream video, contextual targeting, audience segmentation, conversion optimization. Lead generation, finance, high-lifetime value (LTV) verticals, full-funnel campaigns. CPC/CPM (CPC typically 20 cents-50 cents). 3. MGID Global scale with a performance-first approach. Native widgets, contextual and behavioral targeting, advanced optimization tools. International campaigns, affiliates, and aggressive scaling. CPC/CPM (CPC about 5 cents-25 cents.) 4. Revcontent High engagement inventory with strict publisher quality control. Native placements, granular targeting, fast-loading widgets, A/B testing. Arbitrage, lead generation, high click-through rate (CTR) campaigns. CPC (auction-based, varies by vertical). 5. Life360 Ads (formerly Nativo) Strong focus on true native storytelling within premium publisher environments. In-feed native ads, branded content distribution, and contextual targeting. Brands balancing high-quality native with performance goals. CPM (often premium pricing). 6. Meta Audience Network Extends Meta demand beyond its owned apps into third-party inventory. Native, banner, interstitial formats, strong audience targeting via Meta data. Retargeting, app installs, scalable audience extension. CPC/CPM/CPA (auction-based). 7. Google AdSense One of the largest contextual ad networks with native ad formats. Native ads, contextual targeting, automated placements across publisher sites. Broad reach, contextual acquisition, long-tail scale. CPC (revenue share model, auction-based). 8. Yahoo Native Access to Yahoo’s owned-and-operated ecosystem and strong first-party data. Native plus display plus search integration, premium placements, audience insights. Brand-safe performance and hybrid campaigns. CPC/CPM (auction-based). 9. AdPushup Revenue optimization platform for publishers with native ad integrations. A/B testing, layout optimization, header bidding, native ad optimization. Publishers optimizing yield (less direct advertiser use). Revenue share/SaaS-based. ## The 9 Best Native Advertising Platforms For Performance Campaigns ### 1. Realize Why it’s essential: Realize is an AI-powered native advertising and performance platform designed to help marketers scale their customer acquisition beyond the confines of social media walled gardens. By leveraging a proprietary predictive engine, the platform identifies high-intent users across a massive network of premium news, lifestyle, and medical publisher sites, matching them with dynamically optimized ads in real time. Performance marketers use Realize as an automated command center to manage the entire campaign lifecycle, from generating AI-driven creatives to executing complex bidding strategies. The platform is built to deliver high-quality traffic and sustained performance stability, using machine learning algorithms that continuously ingest conversion data to refine targeting and minimize wasted ad spend. Showcased features: - GenAI AdMaker: This tool uses generative AI to instantly create and optimize high-quality static and motion ad variants, tailored to specific performance objectives. - Maximize Conversions: An automated bidding strategy that uses real-time signals to adjust cost-per-click, ensuring optimal scale and performance within a defined budget. - Predictive Audiences: This AI-driven feature identifies untapped, high-converting customer segments by mirroring the behaviors of your existing pixel or conversion data. - Social Importer: Marketers can quickly repurpose top-performing Facebook and Instagram posts into native display ads, maintaining brand consistency across the open web. - SpendGuard: A suite of automated safeguards powered by predictive algorithms that minimizes wasted spend by automatically de-prioritizing underperforming sites and creatives. - Abby (AI Assistant): A generative AI performance expert that automates campaign onboarding, troubleshoots creative rejections, and provides real-time optimization advice. Best for: Realize is particularly effective for high-growth D2C and high-consideration brands that need to reach educated, high-intent audiences during their informational research phase. It’s an ideal fit for teams that may lack a massive internal data science department, but want to leverage enterprise-grade AI to automate the heavy lifting of creative production, technical troubleshooting, and 24/7 bidding optimization. Pricing model: Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. Pros: - Data-Driven Creative Speed: The GenAI AdMaker allows for rapid production of performance-optimized assets, effectively eliminating creative fatigue bottlenecks. - Automated Budget Protection: Features like SpendGuard and Custom Rules act as a 24/7 safety net, automatically pausing underperforming segments to protect ROI. - Predictive Performance: The platform’s ability to build predictive audiences from simple conversion signals allows for efficient scaling without the need for complex manual segmenting. Cons: - Baseline Data Requirements: The platform’s most powerful AI features, such as the Performance Simulator, require a consistent threshold of historical conversion data to reach peak efficiency. - Technical Implementation Depth: Achieving full-funnel visibility and maximum algorithm training often requires a more technical Server-to-Server (S2S) tracking setup, compared to basic pixels. - Regional Feature Availability: Some advanced targeting tools, such as Search Keyword and Mail Domain Targeting, are currently limited to specific global markets. ### 2. Teads Why it’s essential: Teads is one of the largest advertising platforms on the premium open web, with direct partnerships across more than 10,000 publishers and a reach of 2.2 billion consumers globally. For performance advertisers, the merger combines Outbrain’s content discovery and conversion-optimization heritage with Teads’ premium video inventory and brand-safety positioning. Where Teads differentiates itself is in the quality of its publisher relationships: CNN, The Washington Post, and similar editorial environments where contextual targeting reaches high-income, engaged audiences. Its AI-driven Smartlogic optimization layer continuously adjusts bids and placements based on engagement signals, making it well-suited for lead generation campaigns in finance, insurance, healthcare, and other high-LTV verticals. Showcased features: - In-feed native and outstream video formats: Seamless placements within premium editorial content, across article feeds, and in-article video environments. - Smartlogic AI bidding: Real-time optimization across placements and audiences based on predicted conversion probability. - Contextual targeting: Content-matched placements without third-party cookie reliance — particularly relevant following the deprecation of Privacy Sandbox technologies in late 2025. - Smart Bid and Maximize Conversions modes: Automated bidding for CPA optimization once campaigns accumulate sufficient conversion data. Best for:  Lead-generation advertisers in regulated or high-consideration verticals, such as finance, healthcare, and insurance, that need premium publisher brand safety alongside performance optimization. Also suited for full-funnel campaigns that blend awareness-stage video with lower-funnel conversion objectives. Pricing model: Teads’ pricing is auction-based, using CPC and CPM. CPC typically ranges from 20 cents to 50 cents for campaigns in the United States, with variation by vertical and targeting depth. Pros: - Premium publisher inventory with strong brand safety controls. - Combined branding and performance capabilities across the full funnel. - Strong reach into the 55+ demographic, which is relevant for Medicare, financial products, and insurance. Cons: - CPCs run higher than open-web alternatives like MGID or Revcontent. - The platform’s premium positioning makes it less suited for aggressive direct-response creative strategies that push against editorial standards. - The Outbrain/Teads integration is relatively recent; some advertisers may encounter ongoing product consolidation. ### 3. MGID Why it’s essential: MGID is a global native advertising platform with meaningful reach across the United States, Europe, Latin America, and Southeast Asia. Its “brandformance” positioning gives advertisers flexibility to run awareness-oriented native creatives while still optimizing for conversions and ROAS. The platform provides advertisers access to a broad publisher network with competitive auction pricing. Its contextual and behavioral targeting draws on first-party publisher signals, rather than third-party cookie dependencies. Best for: Performance marketers running international campaigns or extending reach beyond premium publishers in the United States. Particularly suited to affiliate marketers, lead generation in non-regulated verticals, and advertisers targeting emerging markets with competitive CPCs. Pricing model: CPC and CPM auction-based. CPCs typically range from $0.05 to $0.25. Pros: - Relatively low CPCs among major native platforms, allowing more volume for budget testing. - Strong international reach for global campaigns. - Contextual targeting is well-developed and cookie-independent. Cons: - Publisher quality is more mixed than premium networks; site-level brand safety controls require close monitoring. - Optimization depth is less sophisticated than AI-first platforms, requiring more manual campaign management. ### 4. Revcontent Why it’s essential: Revcontent is a performance-oriented native network focused on high engagement rates and publisher quality control. It occupies a distinct position in the native landscape: more selective about publisher partners than open-web networks, but more accessible and performance-friendly than premium-only platforms. Revcontent’s granular site-level targeting and A/B testing capabilities support the rapid creative iteration that performance campaigns depend on. Its fast-loading widget formats reduce page-speed penalties, which matter for downstream conversion rate. Best for: Direct-response advertising, content arbitrage, and lead-generation campaigns that require high volume at competitive CPCs. Works well for advertisers with strong creative testing capabilities who want to identify winning placements and scale quickly. Pricing model: CPC auction-based; rates vary by vertical and placement quality. Pros: - Strong publisher quality control relative to its pricing tier. - Fast-loading ad formats support better post-click performance. - Granular site-level controls give meaningful optimization levers. Cons: - Smaller reach than Realize, Teads, or MGID limits scale for broad campaigns. - Less sophisticated AI bidding than larger platforms. - Requires active management; automation capabilities are more limited. ### 5. Life360 Ads Why it’s essential: Life360 Ads (formerly Nativo) takes a different approach to native advertising than pure performance networks. Rather than sponsored widgets sitting alongside editorial content, Life360 Ads places ads directly within publisher article feeds in a format that reads like editorial content. This drives higher attention and engagement metrics than traditional native units. Life360 Ads reaches more than 228 million monthly unique users across 7,000+ publishers, including Time and MotorTrend, with ad formats spanning native article, native display, native video, and stories. Best for: Brands in high-consideration categories like automotive, financial services, and healthcare that need performance results without sacrificing creative integrity or brand safety. Also relevant for content marketers running sponsored article strategies. Pricing model: CPM-based, typically at premium rates. Pros: - True native integration drives higher attention and engagement metrics. - Premium publisher relationships support strong brand safety. - Effective for brands with strong content assets. Cons: - CPM pricing runs higher than most native alternatives. - Smaller reach limits top-of-funnel scale. - Less suited for aggressive direct-response campaigns. ### 6. Meta Audience Network Why it’s essential: Meta Audience Network extends Meta’s advertiser demand outside its owned-and-operated properties into third-party apps and websites. For advertisers already running Meta campaigns, the platform provides incremental reach using the same audience data and targeting infrastructure — custom audiences, lookalike audiences, interest-based targeting — at lower costs than core Facebook and Instagram inventory. Best for: Advertisers already running Meta campaigns who want incremental reach beyond owned-and-operated inventory. Particularly effective for retargeting, app installs, and campaigns where Meta’s audience data is the primary targeting mechanism. Pricing model: CPC, CPM, and CPA auction-based pricing within Meta Ads Manager. Pros: - Seamless integration with existing Meta campaigns — there’s no new platform to learn. - Access to Meta’s first-party audience data. - Natural starting point for extending high-performing Meta creatives into third-party inventory. Cons: - Limited transparency into where ads appear within the network. - Less publisher quality control than dedicated native platforms. - Functions as an extension of Meta, not a standalone native strategy. ### 7. Google AdSense Why it’s essential: Google AdSense is the largest contextual advertising network, with native ad formats that reach publishers across the web at scale. Advertisers access this inventory through Google Display Network campaigns, where native formats are available alongside standard display. The strength is reach and contextual precision, as Google’s crawling of publisher content enables placement matching at a scale no other network can match. Best for: Advertisers seeking broad reach across long-tail publisher inventory with strong contextual relevance. Works best as part of a broader Google Ads strategy, rather than as a standalone native campaign. Pricing model: CPC auction-based pricing through Google Ads; costs vary significantly by vertical and targeting parameters. Pros: - Unmatched scale and publisher reach. - Strong contextual targeting precision. - Easy management within Google Ads for advertisers already on the platform. Cons: - Less transparent publisher-level control than dedicated native platforms. - Not purpose-built for direct-response performance optimization. - Brand safety controls are less granular than premium native networks. ### 8. Yahoo Native Why it’s essential: Yahoo Native provides access to Yahoo’s owned-and-operated properties like Yahoo Finance, Yahoo News, Yahoo Sports, and AOL, plus a broader publisher network. Its differentiation is first-party audience data at scale. Yahoo’s registered user base enables demographic and interest targeting that doesn’t depend on third-party cookies. Best for: Advertisers targeting finance, news, and sports audiences in a premium, brand-safe environment. Also useful for hybrid campaigns that combine native display with Yahoo search-intent signals. Pricing model: CPC and CPM auction-based pricing. Pros: - First-party data targeting reduces cookie dependency. - Premium owned-and-operated inventory with strong brand safety. - Finance-focused inventory reaches high-income demographics. Cons: - More limited reach than Realize, Teads, or Google for broad campaign scale. - Optimization tools lag behind purpose-built performance platforms. ### 9. AdPushup Why it’s essential: AdPushup is primarily a publisher-side revenue optimization platform, not a direct advertiser tool. It’s included here because it sits at the intersection of native advertising and publisher monetization. Publishers using AdPushup optimize native ad placements alongside header bidding and layout testing, which affects ad quality and viewability for advertisers purchasing that inventory programmatically. Best for: Publishers optimizing ad revenue. Less directly applicable to performance advertisers, but worth understanding as context for the publisher-side quality optimization that shapes inventory across native networks. Pricing model: Revenue share and SaaS-based pricing for publishers. Pros: - Meaningful lift in publisher revenue (AdPushup reports an average 33% uplift), attracting higher-quality publisher partners to platforms carrying their inventory. - Sophisticated testing capabilities improve ad quality over time. Cons: - Not a direct advertiser tool. There’s no direct campaign management or media buying capability. - Only accessible to publishers generating $5,000+ in monthly ad revenue ## More About Native Advertising Platforms For Performance Campaigns ### What Is a Native Advertising Platform? A native advertising platform is a technology system that connects advertisers with publisher inventory and delivers ads that match the form and function of the surrounding editorial content. Unlike display banners that look like ads, native ads blend into the page and carry the visual and structural characteristics of the publisher’s own content. The defining characteristic is non-disruptiveness. A native ad in a news feed looks like an article. A native ad in a product grid looks like a product listing. This design reduces ad avoidance behavior and increases the likelihood that users engage with the content. For performance advertisers, native ad platforms also allow users to target users, optimize bids, and track conversions, turning publisher reach into measurable outcomes. ### How to Choose a Native Advertising Platform Choosing the right native advertising platform is a question of which platform’s infrastructure, inventory, and optimization logic aligns with your specific campaign goals. Here are some features to look out for: #### Publisher Network Quality and Direct Relationships Understand whether the platform has direct relationships with its publishers, or aggregates inventory through intermediaries. Direct publisher relationships give you greater visibility into where your ads appear, more control over placement exclusions, and stronger protection against fraudulent traffic. Platforms that operate on direct, first-party code across their publisher network give you the transparency that matters when you’re optimizing for conversion quality, not just volume. #### Targeting Capabilities and Data Sourcing The method a platform uses to target audiences determines the precision and stability of your campaigns. Contextual targeting, for example, which matches ads to page content rather than user identity, is increasingly important as third-party cookie signals erode. Understand what data each platform relies on and how it holds up in a cookieless environment. #### Comprehensive Format Portfolio Advertisers and agencies today expect a platform that covers the full funnel, not one that handles a single format. Look for platforms that support native, display, video, and programmatic formats from a single interface. A broader format portfolio means you can run unified, full-funnel campaigns without fragmenting your measurement or creative workflows across multiple platforms. #### Bidding and Optimization Sophistication Evaluate which automated bidding options are available. Examples include smart CPA bidding, maximizing conversions, target ROAS, and similar modes. These require sufficient conversion data to function well, so ask about minimum volume thresholds. Platforms with more advanced AI bidding reduce the manual optimization burden and sustain performance at scale. #### Creative Support and Tools Native creative fatigue is real. Platforms that offer AI-powered creative generation, social import tools, or built-in A/B testing frameworks reduce the burden on in-house creative teams and accelerate iteration cycles. #### Tracking and Measurement Depth Evaluate whether the platform supports pixel-based tracking, server-to-server (S2S) conversion events, and integration with your attribution tools. Platforms with stronger S2S infrastructure tend to produce more accurate optimization signals, especially for campaigns where post-click conversion paths are complex. See Realize’s campaign reporting capabilities for a sense of what best-in-class transparency looks like. ### What Is the Average Cost of Native Advertising Platforms? Native advertising costs vary by platform, vertical, and targeting parameters. Understanding both the pricing model and the realistic budget required is essential before committing. Common pricing models: - CPC (cost per click): You pay each time a user clicks your ad. Cost per click is the most common model for native discovery platforms, and the most practical for performance advertisers, because you pay for engagement, not just exposure. - CPM (cost per mille): You pay per 1,000 impressions. This is more common on premium platforms like Life360 Ads or programmatic-oriented buys. CPM is better suited for awareness objectives where reach matters more than direct clicks. - CPA (cost per action): You pay when a specific conversion event occurs. Less common as a direct pricing model but available on some platforms through automated bidding. Most performance-oriented native platforms recommend a budget of $100–$500 per day minimum for self-serve campaigns, as lower budgets limit the volume of conversion data the platform’s algorithm needs to optimize effectively. Start with a test budget, validate the conversion economics, and scale once the unit economics make sense. ### Best Native Ad Platforms for Small Businesses Small businesses running native advertising face a specific constraint in that they have limited creative resources and budget, which makes it harder to run the volume of tests that native platforms reward. Realize is worth considering even for smaller advertisers, particularly those with a clear conversion goal and at least some initial conversion data to help the algorithm learn. Its AI tools reduce the creative and optimization workload, which helps teams without dedicated media buyers. MGID is often the most accessible entry point for businesses new to native advertising. Its lower CPCs allow more test volume on limited budgets, and its self-serve interface doesn’t require significant technical expertise to operate. Meta Audience Network is a natural starting point for small businesses already running Meta campaigns. It extends existing creatives and audience targeting without requiring new platform setup or additional creative production. Regardless of platform, two principles apply: Invest in clear conversion tracking before spending anything on traffic, and start with a test budget large enough to generate statistically meaningful data, typically 50–100 conversion events per ad variant, before drawing optimization conclusions. ### Realize vs. Outbrain Outbrain no longer exists as a standalone platform. In February 2025, Outbrain completed its $900 million acquisition of Teads and subsequently rebranded the combined company as Teads in June 2025. Realize and Teads are both premium open-web native platforms with AI-driven optimization, but they serve different primary use cases. Realize is purpose-built for performance. The product architecture, AI tools (Maximize Conversions, Predictive Audiences, SpendGuard), and campaign management features are designed for advertisers optimizing toward CPA, ROAS, and conversion volume. It’s strongest for direct-response advertisers in e-commerce, lead generation, and D2C. Teads brings together Outbrain’s performance DNA with Teads’ premium video and branding heritage. It’s better positioned for full-funnel campaigns that blend awareness-stage video with lower-funnel conversion objectives, and for advertisers for whom brand safety in premium editorial environments is a core requirement. For pure performance campaigns, Realize’s conversion-first infrastructure and AI tools make it the stronger choice. For campaigns that need to balance branding and performance — particularly in finance, healthcare, or high-consideration consumer categories — Teads’ full-funnel positioning and premium inventory offer a compelling alternative. ## Key Takeaways Native advertising on the open web offers a meaningful alternative to social platforms, particularly as audience targeting precision within walled gardens continues to be constrained. Platform selection should start with conversion goals, not platform features — remember, the best platform is the one whose optimization logic aligns with your specific CPA, ROAS, or lead-generation objective. Publisher network transparency and direct relationships also matter, as knowing where your ads appear gives you better optimization leverage and stronger protection against low-quality inventory. Finally, your test budgets should be large enough to generate meaningful conversion data before drawing optimization conclusions — underfunding the test phase leads to premature decisions. ## Frequently Asked Questions ### How to start with native advertising (step guide) - Define your conversion event. Before spending anything, decide exactly what action you’re optimizing for, whether that’s a lead form submission, a purchase, or a subscription signup. Set up conversion tracking (pixel or S2S) before your campaign goes live. - Choose a platform that fits your vertical and budget. For most performance advertisers, Realize is a practical first choice. - Create three to five ad variations. Native ads depend on thumbnail images and headlines. Test different approaches — problem-focused vs. curiosity-driven, lifestyle imagery vs. product-focused — to find what resonates. - Launch with a test budget. Aim for $500–$1,000 over your initial test window. You need enough conversion volume (typically 50+ events) for the platform’s algorithm to learn effectively. - Analyze by placement and creative. Review site-level and creative-level performance. Pause underperforming placements and creatives, then reallocate budget to what’s working. - Scale what converts. Once you’ve identified winning creative and placement combinations, increase budget gradually — typically in 20–30% increments, rather than sudden jumps that destabilize algorithm optimization. ### What is the difference between native ad networks and programmatic platforms? Native ad networks are closed or semi-closed ecosystems where the platform owns or directly controls publisher relationships. Advertisers buy inventory through the platform’s own interface, using its targeting and bidding infrastructure. Realize, MGID, and Revcontent are examples. Programmatic platforms are open-auction environments where buyers access inventory from multiple publishers and ad networks through a demand-side platform (DSP), using standard IAB protocols. Native ad formats are available programmatically, but the buying and optimization layer sits in the DSP rather than with any single network. ### Which platforms are best for scaling native campaigns globally? - Realize operates a network reaching 1.4 billion unique users per month through premium publishers across multiple regions, with AI optimization tools that work across markets. - MGID is the most accessible platform for international campaigns, with competitive CPCs across Europe, Latin America, Southeast Asia, and the United States. - Teads has a global publisher footprint across 36 countries, with particular strength in Europe, the Middle East, and Africa (EMEA) markets inherited from the original Teads platform. - Meta Audience Network provides global reach for advertisers leveraging Meta’s audience infrastructure, though its publisher quality controls are less transparent than those of dedicated native platforms. For truly global campaigns, the practical approach is to test platforms by region rather than assuming one platform delivers uniform performance everywhere. CPCs, audience quality, and optimization dynamics vary meaningfully across markets. What works at scale in the United States may require a different platform or strategy in Southeast Asia or Latin America. --- ### Google PMax Alternatives: 5 Best Options to Scale on the Open Web in 2026 URL: https://www.taboola.com/marketing-hub/google-pmax-alternatives/ Last Modified: 2026-05-28 12:47:51 Google Performance Max (or Google PMax) promised to handle everything: budget allocation, placements, bidding, and creative testing. Hand it the keys and let the algorithm drive! For a lot of advertisers, that trade-off worked well enough to stick with. But, PMax is a Google product and remains within Google’s ecosystem. Every dollar you spend runs through Google’s inventory at Google’s prices, while your audience spends more than half their digital time somewhere else entirely, such as on news sites, streaming platforms, financial publishers, and apps that have nothing to do with Google. In this guide, we break down the five best Google PMax alternatives. ## The 5 Best Google PMax Alternatives For Open Web Scaling These five platforms represent different approaches to open web performance advertising, from agentic AI solutions to full-service DSPs. Each one solves different parts of the PMax problem: the right choice depends on where your biggest constraint is, whether that’s control, reach, transparency, or access to first-party data-driven targeting. Platform Best for Special features Pricing 1. Realize+ (In Beta) Agentic open web performance at scale. Autonomous AI agents, Campaign Generator, Predictive Audiences, placement-level transparency. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. Criteo Commerce Growth E-commerce customer acquisition and retention. Purchase-intent data from more than 22,000 commerce partners, dynamic creative optimization. CPC/CPM, custom. 3. The Trade Desk Enterprise programmatic with full control. Kokai AI, more than 500 data integrations, no inventory conflicts. About 15–20% of media spend. 4. StackAdapt Multi-channel programmatic for mid-market teams. Contextual AI targeting, accessible UI, no minimum spend. Custom. 5. Yahoo DSP Identity-resilient reach, CTV, premium streaming. ConnectID, Yahoo Backstage, no ad serving fees. Custom CPM/CPC. ### 1. Realize+ (In Beta) — Agentic Solution For the Open Web Realize+ is an agentic performance advertising platform, built to automate campaign buying and optimization at scale, but across the open web instead of within Google’s closed ecosystem (currently in Beta). Where PMax locks you into Google’s properties, Realize+ operates across a network of premium publishers, including TIME, Yahoo News, the Weather Channel, USA TODAY Network, and thousands of others. It’s designed for advertisers who want autonomous, AI-driven campaign management without ecosystem dependency. The platform’s agentic layer is what distinguishes it from conventional programmatic tools. Realize+ doesn’t require you to monitor performance and make manual adjustments: its AI advertising agents make buying decisions continuously, testing placements, adjusting bids, and reallocating budget. They do this with full visibility into reporting, so you know exactly what decisions were made and why. Features: - The Campaign Generator function automatically generates and optimizes campaign elements (campaigns, creatives, audiences) to fit your evolving strategy. - Realize+’s AI agents monitor campaign performance in real time and adjust bids automatically to hit your targets, automating optimization without surrendering visibility into where your budget goes. - Predictive Audiences uses first-party data signals to identify your best converters (some advertisers have grown conversions by up to 270% while holding CPAs stable). Realize+ continuously refines these audience models as campaigns run. - Realize+ operates across a curated network of vetted publisher sites, giving you blocklist controls at the placement level, a self-serve capability PMax doesn’t offer. The agentic system uses these constraints as hard guardrails while continuing to optimize within them. - Realize+ integrates with your CRM, customer lists, and conversion data to build and activate custom audiences, without relying on third-party cookies. Pricing model: Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. Pros: - Agentic AI makes real-time optimization decisions without requiring manual intervention. - Full placement-level transparency so you see exactly where your ads ran. - Access to premium publisher inventory outside Google’s ecosystem. - Self-serve brand safety and placement exclusion controls. - Predictive audience discovery drives incremental reach beyond your known audience. - Automatically generates and optimizes your campaigns, creatives, and audiences. - Integrates with major analytics platforms, Google Analytics, and conversion APIs. Cons: - Network is strongest in native and content formats; not a fit if you need pure search or social inventory. - Minimum spend thresholds apply for managed campaigns. - Best results require clean first-party conversion data to fuel the agentic optimization. ### 2. Criteo Commerce Growth — Best For E-commerce Performance Marketing Criteo Commerce Growth is an AI-powered performance platform built on one of the largest commerce datasets outside of Amazon. The platform’s core advantage is its access to purchase-signal data from more than 22,000 brand and retailer partners, which it uses to predict who’s most likely to buy, when, and at what price point. For e-commerce advertisers, that kind of purchase-intent data is a meaningful differentiator over generic behavioral targeting. The platform covers customer acquisition and retention across the open web, social, video, and connected TV (CTV). Its dynamic creative optimization automatically generates product-specific ads personalized to each user’s browsing and purchase history. Features: - Criteo’s AI-powered predictive bidding is based on user value and purchase intent signals. - Criteo offers dynamic product catalog ads that update in real time, based on the live inventory available. - The platform includes lookalike modeling for new customer acquisition beyond simply retargeting audiences. - Cross-channel activation is available across open web display, social, video, and CTV. - The Commerce Insights dashboard offers users transparent attribution and measurement. Pricing model: Cost-per-click (CPC) and CPM-based, with custom pricing based on spend levels and campaign scope. Pricing is available on request through Criteo’s website. Pros: - Unmatched commerce dataset for purchase-intent targeting. - Strong retargeting capabilities that go well beyond basic pixel-based remarketing. - Cross-channel campaign management in a single platform. - Works without a heavy technical setup, so campaigns can go live quickly. Cons: - Less suited for lead generation or non-commerce verticals. - Some users report a learning curve on the reporting interface. - Customer support quality can vary, per reviews, depending on account size. ### 3. The Trade Desk — Best For Programmatic Transparency and Scale The Trade Desk is the largest independent among DSP open web platforms in the programmatic advertising market, and its independence is the point. Unlike Google’s DV360, which routes spend through its own inventory whenever possible, The Trade Desk has no owned inventory to protect. It gives advertisers access to open web supply across display, video, audio, CTV, digital out-of-home (DOOH), and in-game advertising, with no algorithmic bias toward any particular publisher or format. The platform’s Kokai AI engine brings a layer of predictive optimization to campaigns. Still, The Trade Desk is primarily designed for teams that want expert-level control over their media strategy. It processes more than 13 million impressions per second and provides advertisers with granular visibility into bid decisions, cost structures, and performance by placement. Features: - The Trade Desk utilizes Kokai AI for predictive pacing, audience modeling, and in-flight optimization. - The platform offers omnichannel programmatic advertising across display, video, CTV, audio, DOOH, and more. - The Trade Desk has a robust data marketplace with more than 500 audience data provider integrations. - You get full transparency on CPMs, bid outcomes, and the entire programmatic supply chain. - You also get goals-based buying with multi-key performance indicator (KPI) optimization. Pricing model: Platform fee of approximately 15–20% of media spend. They have custom contracts for agencies and enterprise advertisers. Pros: - No inventory conflicts as optimization is neutral across all supply sources. - Industry-leading transparency into where ads run and what you pay per impression. - Strong CTV and streaming inventory access through direct publisher deals. - Extensive third-party data integrations for precise audience targeting. Cons: - Significant minimum spend requirements make it inaccessible for smaller advertisers. - Steep learning curve; it’s designed for experienced programmatic buyers and agencies. - Contracting and customer service processes have received critical feedback from smaller accounts, per reviews. ### 4. StackAdapt — Best for Multi-Channel Programmatic Without a Steep Learning Curve StackAdapt occupies an interesting position in the DSP market. It has the multi-channel capabilities of an enterprise platform, but employs an interface that experienced programmatic buyers can pick up without a week-long onboarding process. The platform consistently earns high marks for usability in G2 and Gartner reviews, particularly from teams expanding into programmatic for the first time, or moving away from managed service relationships. It covers native, display, video, CTV, audio, in-game, and DOOH advertising, with machine learning optimization across all channels. Its contextual AI targeting is a practical solution for cookieless environments, targeting based on content signals rather than user-level identity data. Features: - StackAdapt offers multi-channel programmatic across native, display, video, CTV, audio, and DOOH. - The platform’s contextual AI targeting works without third-party cookie dependency. - The planner tool includes campaign budget and performance forecasting by campaign parameters. - StackAdapt gives you real-time reporting and customizable dashboards. - Account management support is included at most spend levels. Pricing model: Custom pricing based on campaign budget and spend. No publicly listed minimums, but pricing is available on request. Pros: - It has one of the most user-friendly DSPs in the market. - Strong customer support and account management across account sizes. - Contextual targeting handles cookieless environments without workarounds. - No minimum spend threshold, which makes it accessible for mid-market advertisers. Cons: - Reporting customization has some limitations compared to more mature enterprise platforms. - Less depth in data marketplace integrations than The Trade Desk. - Premium inventory access is more limited for smaller accounts. ### 5. Yahoo DSP — Best For Identity-Resilient Reach With No Ad-Serving Fees Yahoo DSP is one of the more underestimated platforms in the open web advertising space. Its core differentiator is ConnectID, Yahoo’s first-party identity solution, which achieves among the highest match rates on the open web as third-party cookies continue to lose relevance. For advertisers building privacy-first targeting strategies, that identity backbone is a significant operational advantage. The platform provides access to Yahoo’s owned-and-operated inventory across Yahoo News, Yahoo Finance, Yahoo Sports, and AOL, plus a broader programmatic marketplace spanning display, video, native, and CTV. Yahoo also recently expanded its premium publisher access through Yahoo Backstage, which offers direct deals with major streaming and content brands, including Paramount, Disney, Hulu, Spotify, and Roku. Features: - Yahoo DSP offers ConnectID first-party identity matching for cookieless targeting at scale. - The platform includes Yahoo Backstage for direct-deal access to premium streaming and publisher inventory. - Full programmatic supply-chain transparency with the Association of National Advertisers and the Trustworthy Accountability Group (ANA/TAG) TrustNet certification. - No ad serving fees, with transparent audience pricing visible in-platform before launch. - CTV and streaming capabilities across major platforms. Pricing model: Custom CPM/CPC-based pricing. No ad serving fees. Audience data costs are visible inside the platform before campaign launch. Contact Yahoo Advertising for account setup. Pros: - Industry-leading identity resolution via ConnectID, particularly strong in a post-cookie environment. - Transparent ad buying with no hidden ad serving fees. - Direct access to premium streaming inventory through Yahoo Backstage. - Full supply-chain transparency certified through ANA and TAG. Cons: - Platform’s owned-and-operated inventory skews toward news, finance, and sports audiences. - Reporting can lag for CTV and video campaigns. - Creative review and approval timelines can slow launch schedules. ## Key Features to Look for in an Open Web Advertising Platform Not every alternative to PMax serves the same use case. When you’re evaluating platforms, these are the capabilities that distinguish a capable open web solution from one that’s just another walled garden: ### Placement-Level Transparency Channel reporting tells you that Display spent 35% of your budget. Placement-level reporting tells you which sites the budget went to and the cost per conversion. The first is interesting. The second is actionable. Any platform worth moving budget to should give you the second. ### First-Party Data Integration As third-party cookies decline, your customer relationship management system (CRM) data, customer lists, and server-side conversion signals become your most durable targeting infrastructure. Look for platforms that can ingest this data directly and use it to build lookalike audiences or optimize toward your best-converting segments. ### Agentic Optimization Capabilities A system that only executes your manual rules isn’t much better than a spreadsheet. The platforms in this guide all offer some form of AI-driven optimization. The question to ask is how transparent that optimization is. Can you see what decisions the system made, why the platform made them, and where it spent your money as a result? ### Brand Safety and Exclusion Controls Self-serve blocklists, content category exclusions, and placement-level controls matter more than most advertisers realize until they see a screengrab of their ad somewhere unexpected. Confirm that these controls exist, that they’re self-serve, and that they apply at the campaign level, not just as account-level settings you have to ask a rep to configure. ### Cookieless Targeting Pathways Third-party cookies aren’t fully dead yet, but they’re no longer a reliable targeting infrastructure. Platforms with first-party identity solutions, contextual AI, or direct publisher data relationships are better positioned for the direction targeting is heading than those that still primarily rely on cookie-based segments. ### Cross-Channel Measurement One of the benefits of moving your budget outside a single platform is cleaner performance comparisons. Make sure the platform you choose supports third-party measurement partners, so you can apply consistent attribution across channels without being locked into a proprietary measurement framework. ## Preparing Your Data For a Post-PMax Strategy Moving budget to open web platforms involves a change in your data strategy. The platforms that perform best on the open web are those with the richest signals to work with. Here’s what to sort out before you shift spend. ### Clean Your First-Party Data Conversion APIs, CRM integrations, and server-side event tracking give agentic platforms the signal quality they need to optimize effectively. If your only conversion data is browser-based pixels, you’re giving the algorithm a partial picture. Prioritize implementing server-side conversion feeds before scaling spend on any of the platforms in this guide. ### Define Your Optimization Goal Clearly Agentic platforms optimize toward a specific objective. Typically, that objective is a target CPA, ROAS, or to maximize conversions within a budget. The clearer the goal is, and the more conversion data you have feeding it, the faster the system reaches stable performance. Starting a campaign with vague goals and a limited conversion history will lead to slow, costly learning periods. ### Build Audience Segments From Your CRM Customer lists, high-lifetime value (LTV) segment exports, and lookalike seed audiences built from your best customers gives a platform like Realize+ the raw material for predictive audience modeling. Upload these before launch, not after. ### Set Up Cross-Channel Measurement Decide how you’ll attribute conversions across platforms before you start spending. Whether that’s a third-party attribution tool or a consistent Urchin Tracking Module (UTM)-based framework in your analytics stack, having a measurement approach that doesn’t favor any single platform will let you make honest spend allocation decisions as campaigns scale. ## More About Google Performance Max ### The Problem With Google Performance Max When PMax launched, advertisers handed Google a level of control it had never formally asked for before. Prior to PMax, advertisers had full authority over where their ads ran and how their budgets were allocated across every Google-owned surface. The pitch was simple: better AI means better outcomes. However, the results were mixed. PMax drove conversions for many advertisers. It also developed a reputation for some specific behaviors that frustrated campaign managers, media buyers, and performance marketing leads alike, leading them to look for Google Ads PMax competitors. Budget Cannibalization of Branded Search PMax and branded Search campaigns often compete for the same users. When PMax intercepts a branded query that a Search campaign would have converted at a lower cost per acquisition (CPA), it inflates reported return on ad spend (ROAS) without adding incremental revenue. The user was already coming to you, but Google’s system counted it as a win anyway. Channel Reporting Without Channel Control Google’s May 2025 update brought channel-level performance reporting to PMax campaigns, a significant improvement: advertisers could finally see how spend was distributed across Search, YouTube, Display, Discover, Gmail, and Maps. But, transparency isn’t the same as control. Now, you can see, e.g., that your Display allocation is underperforming, but you can’t pause Display while keeping the rest of the campaign running. The algorithm rebalances on its own timeline. Ecosystem Lock-in PMax is, by design, a Google product. Expanding your reach beyond Google’s properties requires separate platforms, separate budgets, and separate measurement frameworks. For advertisers trying to diversify their performance marketing mix, PMax doesn’t scale outward — it scales deeper into the same ecosystem. A real-world example from Grow My Ads makes this concrete: After cutting PMax spend by 80% and redistributing budget to Standard Shopping and Search campaigns, three e-commerce brands saw revenue increases ranging from 35% to 45% with only marginal increases in total spend. The automation wasn’t the problem, but rather the lack of control over how that automation worked. ## What Are Agentic Solutions in Advertising? Basic programmatic automation follows rules. You set bid caps, frequency limits, targeting criteria, and budget allocations. The system executes within those constraints. When something underperforms, you adjust the rules. When you’re not watching, nothing changes. Agentic advertising works differently. An agentic system doesn’t wait for marketers to notice a problem and update a parameter. Instead, it: - Identifies performance patterns, draws conclusions, and makes buying decisions autonomously. - Sets and adjusts bids in real time. - Reallocates spend toward placements that are converting and away from ones that aren’t. - Tests creative variants and shifts budget toward what’s working, without a campaign manager manually reviewing a report first. The distinction is important because it changes what “automation” delivers. Traditional automation is a set of instructions that runs without your involvement. Agentic AI is a system that learns, adapts, and operates with a degree of independent judgment. The goal is the same: efficient ad spending at scale. The mechanism, however, is substantially more capable. What separates a good agentic solution from a basic one is transparency. The best agentic solutions for advertising in this category let you see what their agents are doing and why. They surface the decisions the AI made, show you where your spend went, and give you meaningful controls when you want to override. ## The Benefits of Scaling Campaigns on The Open Web Google’s advertising network is large, but it’s not the whole internet. Consumers move constantly between search engines, news publishers, streaming apps, financial sites, sports platforms, and retail properties. The Reuters Institute’s Digital News Report consistently finds that a substantial share of digital news consumption occurs directly on publisher sites, rather than through Google’s platforms. Streaming audiences on platforms like Peacock, Paramount+, and Spotify aren’t Google inventory, either. Nor are the thousands of premium publisher sites that participate in programmatic marketplaces outside of Google Display Network (GDN). Open web advertising lets you reach these audiences. Here are some specific advantages worth considering: ### Lower Costs Per Mille (CPMs) in Many Categories Google’s inventory is competitive. Premium publisher inventory outside Google’s network is often priced more efficiently, particularly for display and native formats. Lower CPMs don’t automatically mean better return on investment (ROI), but they create more room for testing and optimization without burning through budget quickly. ### Access to Curated, Premium Publisher Inventory Demand-server platforms (DSPs) and performance platforms with strong publisher relationships give you access to brand-safe, premium environments. Think major news outlets, financial publishers, lifestyle media, and CTV networks. ### Escape From Self-Referential Measurement When you run PMax, Google measures the results in Google’s attribution system. When you diversify across open web platforms, you can apply consistent cross-channel measurement and make comparisons that aren’t built on Google’s own math. ### Reduced Dependency Risk Advertisers who concentrated their spend entirely in walled gardens discovered how exposed they were when platforms changed policies, raised prices, or altered algorithms. Open web diversification distributes that risk. ## Key Takeaways PMax remains a useful tool for advertisers with straightforward conversion goals and no strong preference for where their ads appear within Google’s properties. The 2025 transparency updates were real improvements. But, transparency without control is still a constraint, and it’s a constraint that doesn’t exist on the open web. The five Performance Max alternatives in this guide represent different entry points to open web performance advertising, although your choice will ultimately come down to your company’s specific needs. ## Frequently Asked Questions (FAQs) ### What is an agentic solution in advertising? An agentic advertising solution uses AI to make independent campaign decisions without waiting for human input. Instead of executing a fixed set of rules you’ve defined, an agentic system monitors performance data in real time, draws its own conclusions about what’s working, and adjusts bids, budget allocations, and placements accordingly. The key difference from standard automation is adaptability: Agentic platforms respond dynamically to changing conditions, rather than remain within a static parameter set. ### Is Performance Max going away? Performance Max isn’t being discontinued: Google continues to develop it and has been pushing advertisers toward it as the default campaign type for full-funnel conversion goals. The 2025 updates, particularly channel-level reporting, addressed some of the transparency criticisms that had built up over several years. What hasn’t changed is the fundamental constraint: PMax operates exclusively within Google’s ecosystem, and advertisers who want to reach audiences on premium publisher sites, streaming platforms, and the broader open web need additional platforms to do so. ### Why scale on the open web instead of just Google and Meta? Consumers spend more than half of their digital time on properties unrelated to Google or Meta. Publisher sites, news platforms, streaming apps, financial media, and content networks are all walled garden alternatives that capture meaningful audience attention that neither walled garden can reach. Scaling on the open web through DSPs and performance platforms like Realize+ gives you access to that audience, often at lower CPMs than you’d see inside Google’s competitive inventory auction, with the added benefit of transparent placement-level reporting that tells you exactly where your ads ran. ### How do PMax alternatives provide better brand safety? PMax’s brand safety controls are largely at the account level and require working with a Google rep to implement domain exclusions. Most open web DSPs and agentic platforms, such as Realize+, offer self-serve placement exclusions, content category blocklists, and domain-level controls that you can configure directly in the campaign interface. This gives you faster, more granular control over where your ads appear, without needing to submit a request and wait for it to take effect. --- ### What's Holding Back Agentic AI Adoption? Risks of Delay Explained URL: https://www.taboola.com/marketing-hub/risks-agentic-ai-adoption-performance-advertising/ Last Modified: 2026-05-23 20:18:19 An overwhelming 82% percent of marketers say agentic AI on the open web represents a real growth opportunity, but most still aren’t using it. That gap isn’t a fluke, it’s where the industry stands right now: strong belief, slow action, and a growing divide between the companies experimenting early and the ones waiting on the sidelines. The hesitation is understandable. Agentic AI is moving fast, and many teams are still trying to figure out where the technology fits into existing workflows, budgets, and measurement models. But, while others debate the timing, early adopters are already learning what works, refining their strategies, and building advantages that won’t be easy to catch up to later. ## The Paradox: High Belief, Low Action — What the Data Actually Shows In performance marketing, 82% agreement on anything is rare. This is an industry built on skepticism, where marketers learn to question vendor claims, inflated projections, and “next big thing” narratives. Getting four out of five professionals to agree on a growth opportunity almost never happens unless the results already feel undeniable. Interestingly, in this case, the results aren’t fully proven yet. Not at scale, anyway. That’s what makes the data so unusual: most of the marketers who believe in agentic AI haven’t actually acted on that belief. They aren’t testing the channel and walking away disappointed, they aren’t running pilots that failed to perform. Instead, many are stuck in a middle ground: convinced of the opportunity, but slow to operationalize it. That distinction matters. From the outside, hesitation and disbelief can look identical. In practice, they’re completely different market signals. A skeptical market has already decided something won’t work. A hesitant market believes it probably will, but hasn’t acted yet. The survey data points clearly toward hesitation, not rejection. Marketers aren’t dismissing the channel — they’re waiting, evaluating, delaying rollout, or struggling to determine how it fits into existing systems and priorities. All of which raises a more interesting question: Why has a near-consensus belief, in an industry that rarely agrees on anything, produced so little action so far? ### Where the Market Actually Stands The survey breaks that 82% agreement into three distinct groups, each representing a different stage of open web advertising adoption: - The Untapped Potential (46%): Nearly half of marketers see agentic AI as a meaningful growth opportunity, but have yet to act on it at scale. - The Hesitant Believers (19%): This group recognizes the value, but is waiting for the right solutions or internal conditions to align. - The Early Scalers (17%): These marketers already treat open web campaigns as a proven growth driver and run them at scale. What’s striking is how small the skeptical segment actually is. Only about 15% question whether the incremental impact is real, while just 3% are openly dismissive or haven’t seriously evaluated the category at all. Again, that means 82% of the market falls on the believing side of the equation. Just 18% remain skeptical or unevaluated, and even within that group, most aren’t rejecting the technology outright. Many are simply unconvinced about one or two aspects of its effectiveness. In other words, belief isn’t the barrier. The real disconnect is between conviction and execution. That, in turn, raises a bigger question that the survey can’t fully answer on its own: If so many organizations already believe the opportunity is real, why are scaled adoption rates so low? ## The Real Barrier Isn't Skepticism, It’s Integration — Unpacking the 54% Finding The biggest obstacle to adoption isn’t doubt. It’s operations. When marketers were asked to identify the single largest internal barrier to adopting agentic AI, more than half pointed to one issue: integrating it into existing workflows. No other challenge came close. Among all performance marketing barriers surfaced in the survey, marketing technology integration stood out as the dominant friction point. Here’s how the responses broke down: - Difficulty integrating into existing workflows: 54%. - Lack of team knowledge or expertise: 12%. - Uncertainty about which technology or vendor to choose: 9%. - Budget constraints: 6%. - Insufficient investment in training and upskilling: 5%. - No major internal barriers: 5%. - Resistance or skepticism from certain teams: 5%. - Leadership misalignment on priorities: 4%. The data is hard to ignore. The industry isn’t being held back by budget concerns. It isn’t even stalled by skepticism about whether the technology works. The dominant challenge is far more practical: figuring out how an autonomous system fits into a marketing infrastructure that was never designed for it. Agentic AI doesn’t operate in isolation. It has to connect to existing tech stacks, attribution models, approval processes, reporting systems, and cross-functional workflows that are already deeply embedded inside organizations. In many cases, the companies that stand to benefit the most are also the ones dealing with the highest operational complexity. That tension shows up clearly in the data. The hesitation isn’t necessarily a sign that organizations are falling behind. In many cases, it’s the natural result of trying to integrate a functionally new operating model into systems built for a very different era of marketing. ### What Integration Difficulty Actually Looks Like on the Ground Imagine a senior media buyer managing $2 million a month across paid channels. That budget already runs through a carefully built system — vendor relationships, attribution logic, reporting cadences, approval workflows, and budget authorization processes that have evolved together over the years. In that environment, adopting an autonomous platform isn’t as simple as adding another tool to the stack. It changes how the system itself operates. Marketing technology integration at this level forces teams to rethink questions like: - Where does an autonomous platform fit alongside existing vendors and channel partners? - How do you measure attribution when the system is making its own optimization decisions in real time? - What happens to reporting workflows that were designed around human-led campaign management? - How do creative approval processes adapt when campaigns move faster than traditional review cycles? - What does budget authorization look like when a machine is continuously allocating spend on its own? None of these problems are impossible to solve, but none of them are minor, either. That’s what makes the 54% figure so important: it’s not a vague objection or a sign of organizational laziness, it’s a reflection of how modern marketing operations are actually built. The gap between belief and adoption doesn’t exist because marketers fail to see the opportunity. It exists because integrating a fundamentally different operating model into an already complex system is difficult, time-consuming, and organizationally disruptive — even for teams that believe the payoff is worth it. ### Why the Other Barriers Are Smaller Than You’d Expect The smaller performance marketing barriers in the survey data are revealing in their own right: - Budget constraints (6%) suggest that most organizations have already concluded that the investment is financially justifiable. The issue isn’t whether they can spend the money, it’s whether they can operationalize the technology effectively once they do. - Vendor uncertainty (9%) points to a market that’s already maturing. Buyers may not agree on the best partner, but most no longer seem confused about whether credible options exist. - Team knowledge gaps (12%) are real, but they’re also manageable. Training teams and building expertise takes time, yet even that challenge ranks far below the complexity of integration itself. The data tells a clear story, that the industry has long moved past the upstream questions. Should we be doing this? Most marketers think yes. Can we afford it? Again, mostly yes. Are there legitimate vendors in the space? For the most part, yes. What remains is the harder question, and it’s one that slows adoption even after belief is established. How do you integrate an autonomous system into the way the organization already works today? ### The Same Pattern Appears in External Barriers The operational bottlenecks don’t stop at internal workflows. When marketers were asked what has limited additional investment in open web advertising channels specifically, the responses followed a similar pattern: - 74% cited the complexity of managing too many vendors and partners. - 71% pointed to the lack of unified attribution and measurement. - 54% raised brand safety concerns. - 42% said they lacked the resources to manage additional channels effectively. Meanwhile, outright skepticism barely registered. Only 5% said they don’t believe the channel can reach incremental users. Just 2% said they don’t believe incremental performance is achievable at all. Once again, the market isn’t signaling a lack of confidence in the opportunity itself, it’s signaling friction in the systems required to support it. Marketers largely believe the performance upside exists. What they’re struggling with is the complexity that comes with adding another layer of vendors, measurement frameworks, governance, and channel management into already crowded marketing ecosystems. ## Why Larger Organizations Feel This Most Acutely The integration challenge isn’t evenly distributed across the market. In fact, it scales almost directly alongside monthly budget size. When asked to identify their primary obstacle, the percentage of organizations pointing to integration grows significantly as spend increases: - $300K–$499K budget: 9%. - $500K–$999K budget: 38%. - $1M–$4.9M budget: 74%. - $5M+ budget: 68%. At first glance, that seems backward. Larger organizations typically have more resources, more robust teams, stronger technical infrastructure, and more specialized expertise. In theory, they should be better positioned to absorb a new system than smaller, leaner companies, but the data points in the other direction. The reason is fairly straightforward: Complex systems are harder to change than simpler ones. As organizations scale, so does the complexity surrounding every operational decision: - More infrastructure creates more integration points. - More legacy systems create more dependencies and workarounds. - More stakeholders introduce more competing priorities and approval layers. - More established performance creates greater risk if implementation goes poorly. In other words, the very sophistication that made these organizations successful is also what makes transformations more difficult. These companies aren’t starting from scratch: they’ve spent years building performance engines, attribution frameworks, reporting structure, vendor ecosystems, and cross-functional operating rhythms that already work at scale. Integrating a new autonomous system into that environment is inherently more complicated than adding it to a smaller, less mature operation. That complexity shouldn’t be mistaken for resistance or failure. It’s a predictable consequence of scale. But, it also means the pressure to solve the integration problem is greatest where the opportunity is largest. The organizations managing the biggest budgets have the most to gain from successful adoption — and potentially the most to lose if they fall behind when competitors figure it out first. ## The Cost of Waiting: Why Senior Leaders and Big Spenders Feel the Urgency More The integration barrier helps explain why many organizations haven’t moved yet, but the survey reveals something equally important: The cost of waiting isn’t distributed evenly. It falls hardest on the leaders managing the largest budgets. Overall, 75% of marketing leaders say finding an incremental performance channel beyond search and social is very or extremely important, but the urgency becomes much clearer when the data is segmented by seniority. Of senior management weighing in, the following percentage rated it as “extremely important”: - 53% of VPs. - 20% of Directors. - 15% of Senior Managers. The same pattern appears when segmented by monthly spend, showing a dramatic escalation in urgency: - 3% of $300K–$499K spenders. - 5% of $500K–$999K spenders. - 24% of $1M–$4.9M spenders. - 70% of $5M+ spenders. That sharp jump at the highest spending tier is revealing. The people managing the biggest budgets are also the people seeing diminishing marginal returns most clearly. When an organization is spending millions each month across search and social, the effects of saturation become impossible to ignore. Every additional dollar works a little less efficiently than the one before it. At that scale, finding a new source of incremental growth becomes a financial necessity. The organizations feeling the greatest urgency are also the organizations with the most capital available to reallocate once operational barriers are solved. The budgets already exist. The intent already exists. What’s missing is the ability to integrate and scale confidently. That’s where the competitive advantage begins to form. The first-mover advantage in agentic AI on the open web isn’t theoretical. It shows up in budget share, learning curves, operational maturity, and performance efficiency, and it will likely flow to the organizations that solve the integration challenge before everyone else does. ### The Diminishing Returns Problem Nobody Talks About When a company spends tens of millions of dollars a year on paid search and paid social, diminishing returns stop being theoretical. They become a reality. At a certain scale, every additional dollar produces less incremental impact than the one before it. That’s the underlying force driving much of the urgency in the survey data. The mechanics are familiar to anyone managing large performance budgets: - High-intent audiences have already been reached: The customers most likely to convert are already seeing your ads — often alongside competitors targeting the same users. - Ad fatigue compounds over time: Repeated exposure to the same creative naturally reduces responsiveness. - CPAs begin to rise: As the most efficient inventory becomes more competitive, incremental conversions get more expensive. - Auction pressure intensifies: More advertisers compete for the same keywords, audiences, and placements, pushing costs higher across the board. The data reveals a heavy reliance on these saturated channels: - 74% of respondents allocate at least 25% of their performance budget to paid search. - 67% do the same with paid social. These channels still drive enormous value, but they’re also where the limits of scale become most visible, especially to the executives closest to the numbers. For a senior leader overseeing a $5-million-per-month performance program, saturation isn’t an abstract economic concept. It’s the day-to-day experience of watching marginal returns flatten across the two channels consuming the majority of the budget. Once that happens, finding a new source of incremental performance stops being optional. ## What Crossing the Adoption Threshold Looks Like in Practice The 17% of organizations already running open web performance campaigns at scale didn’t get there by waiting for the integration problem to solve itself. They got there by treating agentic AI adoption as an operational transformation, rather than a technology purchase. If the barrier is operational, the solution has to be operational, too. In practice, that usually comes down to three disciplines the rest of the market is still working through. ### Mapping Workflows Before Adoption, Not After The fastest-moving teams identify the friction points early. Before contracts are signed or pilots begin, they already understand which approval chains, reporting cadences, attribution models, and decision-making processes will need to evolve. That work happens up front, not reactively in the middle of implementation. ### Building Measurement Infrastructure in Advance One of the fastest ways for a pilot to stall is trying to measure incremental impact using a framework that was never designed for autonomous optimization in the first place. Organizations that scale successfully tend to establish their measurement logic early, so the system’s contribution can be evaluated from the start instead of debated later. ### Starting With Contained Pilots The organizations succeeding in this space rarely try to automate their entire performance operation at once. Instead, they begin with a tightly defined audience, objective, and budget range. That creates room for the operating model to mature in a controlled environment before broader rollout begins. None of this is especially flashy. In fact, most of it looks like disciplined operational planning — the kind of work that determines whether transformational efforts actually scale. The 17% who have crossed the threshold weren’t necessarily early because they had better technology. They moved first because they treated workflow design, measurement, and organizational alignment as core parts of the adoption process from the beginning. ## Closing Thought: The Barrier Is Real, but It’s Operational, Not Philosophical The 17% already running open web performance campaigns at scale aren’t simply ahead on technology. They’re ahead on the operational learning curve — the part competitors can’t shortcut later by writing a bigger check. That’s the underappreciated dynamic in the survey data. Belief is no longer a differentiator. Budget isn’t either. What separates the Early Scalers from the Untapped Potential is the willingness to treat workflow design, measurement infrastructure, and organizational alignment as the actual work of adoption, not the prerequisites to it. At this point, the philosophical debate about whether agentic AI belongs in performance marketing is largely over. Most of the industry has already answered that question for itself. What matters now is execution. Who can integrate the technology effectively? Who can adapt workflows, measurement systems, and reporting structures quickly enough to scale? Who can move from belief to operational maturity before competitors do? Because conviction alone no longer creates an advantage. Execution does. --- ### 8 Best AI Performance Platforms: The Top Options in 2026 URL: https://www.taboola.com/marketing-hub/ai-performance-advertising-platforms/ Last Modified: 2026-07-06 08:43:21 It’s no secret that artificial intelligence (AI) is quickly changing how performance advertising works. What used to take hours of manual optimization can now happen in real time, across targeting, bidding, and creative. Today’s ad platforms aren’t just automating tasks, but are actively making decisions based on live data. For digital advertisers, that means better efficiency, faster learning, and more scalable growth. With so many AI-powered performance platforms to choose from, though, how do you know which one will work best for your campaigns? This guide breaks down the best AI performance platforms to help you choose the right one. ## Best AI Performance Platforms for Advertising in 2026 Platform Why It Matters Core Features and Use Cases Best for Pricing 1. Realize Uses predictive AI to optimize spend and placements across the open web. Predictive optimization, automated bidding, creative generation, placement insights. Advertisers looking to scale beyond the walled gardens of search and social. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. Albert.ai Fully autonomous campaign management across channels. AI handles bidding, budgeting, segmentation, and optimization. Enterprise teams wanting hands-off execution. Custom (typically enterprise). 3. Madgicx Focused AI optimization for Meta campaigns. Budget automation, creative insights, performance tracking. Advertisers heavily invested in Meta. Tiered/custom pricing. 4. Smartly.io Combines creative production with AI-driven media buying. Dynamic creative, predictive budgets, cross-platform automation. Large brands running multi-channel campaigns. Enterprise pricing. 5. Ryze AI Simplifies bid and budget optimization using AI. Automated bidding, anomaly detection, campaign adjustments. Teams wanting easy-to-use AI tools. Varies, see provider. 6. Optmyzr Blends automation with human control for pay-per-click (PPC). Rule engine, optimization workflows, reporting tools. Agencies and in-house PPC teams. Subscription tiers. 7. Birch (formerly Revealbot) Rule-based automation for campaign control. Automated triggers, scaling rules, and performance monitoring. Advertisers in need of constant automation. Subscription/usage. 8. OmniReach AI Centralizes cross-channel campaign management. Unified dashboard, automated budget allocation. Teams managing complex, multi-touch journeys. Enterprise pricing. ### 1. Realize Why it’s essential: Realize is a performance-driven AI advertising platform designed to help growth teams scale beyond the walled gardens of search and social by accessing the open web. It's primarily used to bridge the gap between automated creative generation and high-intent media buying, allowing advertisers to reach audiences on premium news, lifestyle, and tech sites. By utilizing a proprietary predictive engine, the platform identifies users most likely to convert and matches them with ads in real time. Marketers use Realize as an automated command center to manage the entire campaign lifecycle, from producing high-volume AI creatives and landing pages to executing complex bidding strategies. The platform is particularly effective for those seeking sustained performance stability, as its machine learning algorithms continuously ingest conversion data to refine targeting and minimize ad waste. This enables brands to maintain a consistent, scalable presence across a massive publisher network, without the need for a large internal operations or data science team. Showcased features: - Maximize Conversions: An automated bidding strategy that leverages real-time signals to prioritize spend on the specific user opportunities most likely to complete a conversion event. - SpendGuard: A 24/7 budget protection algorithm that automatically identifies and blocks underperforming publisher sites or creatives. - AI Creative Suite: Gen-AI Ad Maker and Landing Page builder for hyper-localized, high-CTR assets. - Advanced Targeting: Predictive Audiences and Contextual Topic targeting using semantic AI analysis. Best for: Performance advertisers requiring hands-off optimization and creative-led scaling across premium publisher inventory (Open Web), rather than social walled gardens Pricing model: Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. Pros: - The platform uses “Improved Matchmaking” algorithms that predict top-performing sites, resulting in a reported 20% increase in CVR during the early stages of the advertiser lifecycle. - Unlike platforms that only offer AI for bidding, Realize includes a Gen-AI Ad Maker and Gen-AI Landing Page builder. This ensures that the ad creative and the destination page are contextually aligned for maximum conversion. - Tools like SpendGuard and Custom Rules act as a 24/7 safety net, automatically pausing underperforming ads and capping spend on low-quality supply without requiring manual intervention. Cons: - Some advanced AI features, such as the Performance Simulator, are currently in Beta, which may mean less historical stability for risk-averse advertisers. - While AI accelerates results, the predictive models (like Predictive Audiences) still require seed data to fully optimize, which may challenge advertisers with very short-term or low-volume campaigns. - Although using the GenAI toolkit integrated with Realize boosts your ad approval rate, even if you decide to proceed with manual uploads, you may still benefit from AI assistance. If it’s required, though, the Real-time Ad Compliance feature (powered by Abby) provides auto-fixes for your convenience and the quickest possible resolution. ### 2. Albert.ai Why it’s essential: Albert.ai is one of the closest things to fully autonomous campaign management. It removes much of the manual work from performance marketing by taking over execution across channels. Instead of optimizing campaigns piece by piece, Albert analyzes performance data holistically and automatically adjusts budgets, bids, and targeting. This makes it especially powerful for large teams managing complex campaigns. It can process far more data than a human team and react faster to changes in performance. However, the trade-off is control. Albert makes decisions for you, not with you. Showcased features: - Autonomous optimization: AI continuously adjusts bids and budgets without manual input. - Cross-channel execution: Manages campaigns across search, social, and other channels. - Audience segmentation: Identifies and targets high-value user groups automatically. Best for: Enterprise advertisers looking for hands-off campaign management. Pricing model: Custom (enterprise). Pros: - Reduces workload by automating most campaign decisions. - Very good at identifying patterns across large datasets. Cons: - Limited transparency into how decisions are made. - Less flexibility for marketers who want granular control. ### 3. Madgicx Why it’s essential: Madgicx focuses on improving performance within the Meta ecosystem. It combines automation with strong creative and audience insights, making it a practical tool for teams already investing heavily in these platforms. Rather than replacing the advertiser, it enhances decision-making. It surfaces what’s working, suggests optimizations, and automates repetitive tasks like budget shifts. Showcased features: - Budget automation: Dynamically reallocates spend to top-performing campaigns. - Creative insights: Analyzes which visuals and messages drive results. - Audience targeting tools: Helps identify and scale high-performing segments. Best for: Advertisers focused on Meta Ads. Pricing model: Tiered plans starting at $32 per month, paid annually. Pros: - Strong creative analytics help improve ad performance quickly. - Balances automation with human control. Cons: - Primarily limited to the Meta ecosystem. - Can feel overwhelming with so many optimization suggestions. ### 4. Smartly.io Why it’s essential: Smartly.io is built for scale. It connects creative production with media buying, allowing teams to launch and optimize large campaigns efficiently. This is especially important in today’s environment, where creative volume often drives performance. The platform excels at helping teams produce variations of ads and test them quickly, while AI handles budget allocation and optimization. Showcased features: - Dynamic creative optimization: Automatically tests and scales high-performing ad variations. - Cross-platform automation: Manages campaigns across multiple channels from one interface. - Predictive budgeting: Allocates spend based on expected performance. Best for: Large brands running high-volume, multi-channel campaigns. Pricing model: Enterprise. Pros: - Excellent for scaling creative production and testing. - Strong integration between creative and media buying. Cons: - High cost makes it less accessible for smaller teams. - Requires significant creative input to maximize value. ### 5. Ryze AI Why it’s essential: Ryze AI focuses on making AI optimization accessible. It strips away complexity and delivers practical improvements in bidding and budgeting without requiring deep technical knowledge. This makes it a good entry point for teams that want to start using AI without overhauling their entire stack. Showcased features: - Automated bid optimization: Adjusts bids in real time based on performance. - Budget management: Shifts spend toward campaigns delivering results. - Anomaly detection: Flags unusual performance changes quickly. Best for: Small to mid-sized teams looking for simple AI tools. Pricing model: Varies, visit the provider for details. Pros: - Easy to implement and use. - Provides quick performance improvements. Cons: - Lacks the advanced features found in enterprise platforms. - Limited customization for complex campaigns. ### 6. Optmyzr Why it’s essential: Optmyzr is designed for advertisers who want automation without losing control. It provides tools to streamline PPC management while allowing teams to define their own rules and strategies. This makes it especially popular with agencies and experienced marketers who want efficiency, but still want to steer the ship. Showcased features: - Rule engine: Automates tasks based on custom conditions. - Workflow tools: Simplifies campaign management across accounts. - Optimization suggestions: Provides actionable recommendations. Best for: Agencies and in-house PPC teams. Pricing model: Subscriptions start at $209 per month, paid annually; enterprise. Pros: - Strong balance between automation and control. - Saves time on repetitive tasks. Cons: - Requires setup and ongoing management. - Not fully autonomous compared to newer AI tools. ### 7. Birch (formerly Revealbot) Why it’s essential: Birch gives advertisers control through automation. Instead of relying on fully autonomous AI, it allows users to define rules that automatically trigger actions. This makes it ideal for teams that want consistent optimization without giving up control. Showcased features: - Automated rules: Executes actions based on performance thresholds. - Budget scaling: Increases or decreases spending automatically. - Real-time monitoring: Tracks campaigns continuously. Best for: Advertisers who need reliable, rule-based automation. Pricing model: Subscriptions start at $45 per month, paid annually; enterprise. Pros: - Highly customizable automation. - Great for maintaining consistent performance. Cons: - Requires time to set up effective rules. - Not as advanced in predictive AI. ### 8. OmniReach AI Why it’s essential: OmniReach AI is designed for advertisers managing campaigns across multiple channels. It centralizes data and optimization, making it easier to coordinate efforts across platforms. This is especially useful for brands running complex customer journeys. Showcased features: - Unified dashboard: Brings all campaigns into one view. - Automated budget allocation: Distributes spend across channels. - Cross-channel insights: Identifies performance trends. Best for: Teams managing multi-touch campaigns. Pricing model: Enterprise. Pros: - Strong visibility across channels. - Helps align strategy across platforms. Cons: - Requires integration with multiple systems. - Can be complex to implement. ## More About AI for Performance Advertising AI has quickly become a critical component of modern performance marketing. Tasks that were once done manually, like adjusting bids, testing audiences, and shifting budgets, are now handled in real time by machine learning models. The real shift isn’t just automation, though, it’s decision-making. AI platforms can analyze thousands of signals at once and act on them instantly, which is something no human team can replicate at scale. For advertisers, that means faster optimization cycles, more efficient spend, and the ability to scale campaigns without adding headcount. ### What Is AI-driven Performance Advertising? AI-driven performance advertising uses machine learning to continuously optimize campaigns based on real-time data. Instead of relying on manual rules or static targeting, the system learns from user behavior, conversion patterns, and engagement signals. It then adjusts bids, placements, and creative delivery automatically to improve outcomes. In practice, this means campaigns are always evolving, rather than being set up once and left to run. The goal is simple: Get better results, faster, with less manual intervention. ### Benefits of AI in Digital Advertising The biggest benefit of AI is speed. It can process and act on data far faster than any human team, which leads to quicker optimization and better performance over time. AI also improves efficiency by reducing wasted spend, since it continuously shifts budget toward what’s working. Another key advantage is scale, because it allows advertisers to manage larger, more complex campaigns without increasing their workload. Finally, AI enables deeper insights, helping marketers understand not just what worked, but also why. ### How to Measure the ROI of AI Advertising Campaigns Measuring ROI with AI campaigns starts with the same core metrics: conversions, cost per acquisition (CPA), and return on ad spend (ROAS). But it’s also important to look at how quickly campaigns improve over time, since AI systems typically get stronger as they learn. Metrics like time-to-optimization and performance stability can reveal how effective the AI really is. You should also track incremental lift to understand whether AI is driving new results or just optimizing existing demand. In short, return on investment (ROI) isn’t just about the end result, but how efficiently you get there. ### Examples of Successful AI Performance Advertising Campaigns Case Study #1: Olight Doubles ROAS with Realize Retargeting Olight, a global portable lighting brand, faced a common plateau: search and social performance had begun to show diminishing returns, and they needed a way to reach high-intent buyers at scale. Their solution was to use Realize to run retargeting campaigns across the open web, focusing delivery on users who had already demonstrated purchase intent by visiting product pages, adding items to cart, or beginning checkout — but not yet completing a purchase. The results were significant. During Realize campaign periods, Olight achieved nearly 2x higher ROAS. Through continued optimization with their account manager — testing creative variations and refining targeting — they ultimately doubled their overall ROAS, with Realize performing on par with Olight's highest-performing established channels. This case illustrates a core advantage of AI-driven platforms: the ability to identify warm audiences and re-engage them with precision at exactly the right moment, outside the limitations of traditional walled-garden channels. Case Study #2: NYDJ & iQuanti Drive 3X ROAS with Dynamic Creative Optimization Premium women's apparel brand NYDJ, working with digital marketing agency iQuanti, set out to drive incremental sales and reach a 2.5X ROAS target in the U.S. market — specifically among fashion-forward women over 40 who couldn't be found through other channels. Their strategy centered on Realize Product Ads with Dynamic Creative Optimization (DCO), which automatically customized ad creatives in real time for users who had already engaged with NYDJ's content, retargeting them with ads featuring the exact products they had shown interest in. The campaign exceeded its goal, generating 3X ROAS — above the 2.5X target — and ultimately yielded one of the highest ROAS figures across all of NYDJ's advertising channels. Across both campaigns, the pattern is consistent: AI performance platforms work best when they can learn from behavioral signals, personalize creative delivery in real time, and automatically shift spend toward what's driving results. That combination of speed, scale, and continuous optimization is what turns good campaigns into high-performing ones. ## Key Takeaways AI is no longer a future trend in performance advertising; it’s already the foundation. The platforms featured here are moving beyond simple automation and into full campaign orchestration, where targeting, creative, and bidding all work together. As an advertiser, your opportunity is clear: to achieve better performance with less manual effort. That said, the real advantage comes from choosing the right level of control. Some teams will benefit from fully autonomous systems, while others will prefer tools that enhance decision-making. Either way, the advertisers who lean into AI now will have a clear edge as competition continues to grow. ## Frequently Asked Questions (FAQs) ### What are the best AI advertising strategies for small businesses? Start with AI tools that improve efficiency right away, like automated bidding and budget optimization. These help you get better results without increasing spend. Next, use AI-driven audience targeting to find high-intent customers and reduce wasted impressions. As you gather more data, layer in creative testing tools to quickly identify which messaging and visuals convert best. ### What are the key AI technologies used in advertising? Most AI advertising platforms rely on machine learning to analyze performance data and improve results over time. Predictive analytics is used to forecast outcomes and guide budget allocation before campaigns scale. Natural language processing (NLP) powers features like ad copy generation and contextual targeting. Together, these technologies help advertisers make faster, smarter decisions across targeting, creative, and bidding. ### How can I start using AI for e-commerce advertising? Begin by integrating AI tools into the channels you already use, like Meta or Google Shopping. Focus first on automated bidding and dynamic product ads to improve efficiency and scale. Then, use AI-powered creative tools to test variations of product images, headlines, and offers. As your data grows, the AI will become more effective at identifying high-value customers and maximizing return on ad spend. --- ### The State of Agency: How Autonomous AI Is Rewriting the Rules of Performance Marketing URL: https://www.taboola.com/marketing-hub/how-autonomous-ai-is-changing-performance-marketing/ Last Modified: 2026-05-23 20:42:14 Performance marketing has crossed a pivotal line. Marketers are no longer just using artificial intelligence (AI) to inform decisions, but deploying AI systems that make decisions in real time, autonomously, without waiting for a human to sign off. The shift from manual campaign management to always-on autonomous operation has already happened. According to a new survey of 200 senior performance marketers conducted by Realize in March 2026, Google PMax has reached 91% adoption at scale, while Meta Advantage+ sits at 88%. Those are not early-adopter numbers, that’s almost the whole industry. Meanwhile, everything else, like TikTok Smart+, the open web, and every channel outside those two, is still in testing or beta mode. This isn’t a story about where AI is going, but one about a transformation that has already taken place in search and social, and is now working its way across the rest of the marketing map. ## From Automation to Autonomy: What “Agentic” Actually Means in Practice The word “agentic” is often used loosely, so let’s be clear about what it means in reality. Traditional performance marketing automation executes instructions a human already set. You define the audience, set the bid cap, decide when to run and when to pause. The system follows the rules you wrote. The decisions are still yours, just made in advance. Agentic AI works differently. You set a goal, like a target cost per acquisition (CPA) or a return on ad spend (ROAS) threshold, and the system figures out how to get there. It reads performance signals in real time and adjusts continuously without waiting for a human to intervene. As the report describes the process, these are systems that continuously execute strategies and optimize performance in real time. For performance marketers, this changes the nature of the job. The role shifts from managing campaigns day-to-day to setting the conditions for the system to manage them well as an autonomous strategist. That’s still skilled work, but it’s a different kind of skilled work, and it’s already the reality for most teams running search and social. When the system is making real-time decisions about audiences, placements, bids, and creative combinations, the marketer is no longer the one deciding upon those variables directly. That’s a change in how accountability works, and it requires a different relationship with data, with campaign goals, and with the platforms themselves. Getting clear on what you’re optimizing toward matters more than it ever did, because the machine will optimize toward exactly what you tell it to. ### The Shift from “Set It” to “Set the Goal” Not long ago, a performance marketer’s week included pulling reports, identifying audiences that weren’t converting, adjusting bids by segment, rotating creatives, monitoring pacing, and checking placements. Every one of those tasks required time and hands-on manual work or, at best, rules-based updates. In channels where AI campaign management has scaled, most of that work no longer falls to the marketer. You give Google PMax a target CPA and a budget, and upload your creative assets and product feed. The system handles audience selection, bid levels, placement decisions, and creative combinations. The marketer’s focus becomes defining the goal, providing quality inputs, and knowing when to step in if something looks off. ## The Google/Meta Blueprint: Why Mass Adoption Happened Fast The adoption numbers for autonomous advertising on Google and Meta are difficult to overstate. Again, 91% of respondents running Google PMax and 88% running Meta Advantage+ at scale doesn’t describe a trend, but instead captures the new default operating model of the industry. Most new advertising technologies take years to reach anything close to majority adoption, but that wasn’t the case with agentic AI. Why? Performance. When enough marketers ran these tools alongside their manually-managed campaigns and saw better results with less operational overhead, increased budget followed. The survey found that 76% of respondents report moderate to significant performance lift from AI-powered solutions such as PMax and Advantage+, with 29% describing that lift as significant. Adoption at this scale only happens when the proof is in the data. It’s also worth noting that Google and Meta had structural advantages that made this easier to demonstrate. First-party data at scale, closed-loop attribution, and platform-controlled inventory meant these platforms could measure what was working and optimize toward it with confidence. That helps explain why bringing the same approach to other channels is harder, and why the rest of the industry is still working to catch up. ### What Mass Adoption Looks Like in the Data The survey data makes this two-tier reality very clear. Google and Meta are in a category of their own. TikTok Smart+, the next most widely engaged platform, is being tested by 73% of respondents but runs at scale by only 9%. Open web campaign solutions show 36% at scale, with 44% in active pilots. Wide testing and scaled adoption are not the same thing. When 91% of an industry is running something at scale, that’s the default. When 73% are testing something with 9% at scale, the breakthrough hasn’t happened yet, even if the direction is clear. Budget tends to follow proof, and proof takes time to accumulate in new channels. The concentration of scaled adoption in just two platforms means that for most performance marketing programs, the autonomous optimization capabilities that now define best practice are only being applied to a portion of total spend. The rest of the budget — in TikTok, on the open web, in connected TV (CTV), in retail media — is still largely managed the traditional way. That’s the opportunity that the next phase of agentic adoption is moving toward. ### The Proof That Unlocked the Budgets The budget-shift cycle with PMax and Advantage+ is simple and repeated: performance improved, budgets were pulled from manually-managed campaigns to agentic campaigns, further improvements were seen, and adoption continued to scale. Right now, that’s what’s missing from other advertising channels. Of the 76% of respondents seeing meaningful improvement from AI-powered solutions, 29% describe it as significant and 47% as moderate. Only 7% report limited lift. One percent report no impact. Zero percent say they are not measuring at all. The 17% who say it’s too early to determine impact is worth noting, too: that’s not a sign of failure, but it does reflect how long real performance proof cycles take. It also suggests the current 76% figure has room to grow as measurement matures. The top perceived benefit of these solutions, cited by 41% of respondents, is real-time optimization toward CPA and ROAS goals. These performance gains are not random; they come directly from systems that can process more signals and make faster adjustments than any human campaign manager can. ## Where the Market Is Heading: TikTok, the Open Web, and Beyond The history of agentic adoption in search and social gives a useful frame of reference for reading where other channels are right now. PMax and Advantage+ didn’t go from launch to near-universal adoption overnight. There was a period of wide testing, limited scale, and accumulating proof, then the results justified the budget, and scale followed quickly. That pattern is visible in the current data for the channels that come next. TikTok Smart+ is the clearest near-term signal. Seventy-three percent of respondents are currently testing it, with only 9% running it at scale. That specific combination — broad organizational commitment to testing and limited scaled deployment — is what the PMax and Advantage+ adoption curves looked like initially. The open web tells a more complex version of the same story. Forty-four percent of respondents are in active pilots, 36% are already at scale, and 82% see AI-powered goal-based buying there as a meaningful growth opportunity. The demand signal is strong and consistent across the data, but the gap between belief and scaled action is wider than it was for TikTok, and the reason is structural. Google and Meta had closed-loop attribution, first-party data at scale, and platform-controlled inventory. Those advantages made it straightforward to demonstrate that autonomous optimization was working. The open web doesn’t have those same conditions built in, which means proving performance is harder and managing campaigns at scale is more complex. ### TikTok Smart+: The Next Wave Taking Shape The 73% testing figure for TikTok Smart+ carries real weight. Testing at that level requires budget allocation, operational bandwidth, and organizational buy-in. When almost three-quarters of senior performance marketers are actively piloting a platform, the question of whether agentic adoption will happen there is largely answered. If performance proof for TikTok Smart+ starts replicating what PMax and Advantage+ have shown, the conversion from widespread testing to scaled adoption could happen quickly. That’s the pattern the industry has already shown it follows. What makes TikTok an interesting near-term signal is the gap between the testing number and the scale number. A 73% to 9% split looks like a platform that has the attention of almost the entire market, but hasn’t yet produced the consistent performance results that would justify moving significant budget. ### The Open Web: Biggest Opportunity, Biggest Gap The open web is where the most significant tension in this data sits. The demand signal is strong: 82% of respondents view AI-powered goal-based buying on the open web as a meaningful growth opportunity. Seventy-five percent of marketers surveyed rate finding a performance channel delivering incremental outcomes beyond search and social as very or extremely important. Among the highest spenders, those at $5 million or more per month, 70% call it extremely important. The urgency also increases with seniority. Among vice presidents (VPs), 53% rate finding an incremental performance channel beyond search and social as extremely important, compared to 20% of directors and 15% of senior managers. The push to diversify beyond walled gardens is seen most at the level where budget decisions get made. That’s a meaningful signal about where organizational priority sits, even when the investment data doesn’t yet reflect it. Only 4% of companies currently put significant budget (25% or more of performance spend) into the open web. Most maintain a moderate presence. The channel accounts for an average of 13% of total performance marketing budgets today. That gap between recognition and investment reflects something specific about where the open web sits in the current ecosystem. It’s not that marketers don’t believe the channel can work. It’s that the tools required to make it work at scale don’t yet exist at the same level of maturity for the open web. Marketers are being asked to manage something complex manually that, in other channels, the machine handles automatically. The barriers cited in the survey are almost entirely operational: 74% point to too many vendors and the complexity of managing multiple partners, 71% cite lack of unified attribution and measurement, and 54% flag brand safety concerns. These are infrastructure problems, not belief problems. Very few respondents question whether the open web can deliver incremental value. They are held back by the difficulty of proving it and managing it at scale. This is exactly the situation that existed in search and social before agentic solutions arrived. The platforms that solved the measurement problem unlocked the budgets. The open web uses the same automated, goal-based buying tools that make performance proof achievable and operational complexity manageable. The survey data suggests the market is ready for that solution. Ninety-nine percent of respondents said they would allocate open web budget if agentic AI-powered solutions were available, with an average expected allocation of 24% of total performance spend. Seventy-four percent of $5 million or more spenders strongly agree they would increase open web investment if it offered the same automated campaign solutions available in search and social. The market is waiting for the infrastructure to catch up with the intent. ## So What’s Next? Agentic AI has already redefined what performance marketing means in search and social. It has proved, at scale and in account data, that autonomous optimization outperforms human campaign management when the infrastructure is right. The remaining question is not whether this model extends further. Marketers want it to and they will direct their budget toward it when it arrives. The question now is about timing and readiness. The marketers who are building toward agentic capability on the open web by running pilots, establishing measurement foundations, and learning how autonomous optimization behaves outside walled gardens will be ahead of the shift when it lands, not racing to catch up with it. --- ### Dynamic Keyword Insertion: Serving Search Terms To Drive Conversions URL: https://www.taboola.com/marketing-hub/dynamic-keyword-insertion/ Last Modified: 2026-05-17 11:34:31 You know those signs you see plastered across bus stop benches, or up on billboards, that read something like, “Your Ad Here”? We’ve all seen signage like this, and rather than compelling most marketers to jump at the chance to place ads in these locations, these signs seem to confirm that, in fact, said advertising opportunities are less than desirable. Now, a digital ad that’s served directly to an online party based on their browser history, search terms, social media algorithms, and more? That can be a more compelling opportunity. And when advertisers can serve users ads containing the very search terms they just used, the chance for conversion goes up dramatically. The use of search terms in ad copy is the digital equivalent of someone walking up to a bus stop while wondering aloud where to find good Italian food in the area, only to see an advertisement for an Italian restaurant posted on the bench before them. In the “real” world, that level of serendipity is improbable. Online, however, dynamic keyword insertion allows for highly customized ads delivered at just the right time. Here’s how marketers can make the most of this strategy. ## What Is Dynamic Keyword Insertion (DKI)? Dynamic keyword insertion (or DKI, for short) is an online ad feature that automatically replaces a specific part of a digital ad's copy with a keyword or phrase matching a user's search query. This makes ads more relevant by showing the exact term the user searched for, which can improve click-through rates (CTR) and quality scores, and can save advertisers time, as you won’t have to create separate ads for every single keyword variation. ## How Dynamic Keyword Insertion Works ### Dynamic Keyword Insertion in Google Ads In Google Ads, DKI works by inserting a keyword from your ad group (that matches a user’s search query) into a predefined part of your ad copy. Advertisers place a placeholder in the ad text using a format like: {KeyWord:Default Text} If the keyword fits character limits and formatting rules, it’s dynamically inserted. If it doesn’t, the default text appears instead. Advertisers can also control capitalization (keyword, Keyword, KeyWord) to ensure the inserted term looks natural. This approach is especially useful for search campaigns, where matching the user’s exact query can significantly boost perceived relevance and CTR. ### Dynamic Keyword Insertion in Realize Realize approaches DKI differently. Instead of inserting search terms, Realize uses dynamic macros to insert contextual information into titles. These values are generated based on where or how the user is viewing the campaign item. Examples of dynamic values supported by Realize include: - Location: Country, region, DMA, or city. - Device: Platform. - Timing: Day of week. A Realize DKI title might look like this: People in ${city:capitalized}$ Can’t Get Enough of This Razor Subscription Service When the campaign runs, ${city:capitalized}$ is replaced with the viewer’s city (for example, “Phoenix”), creating a highly specific, personalized title. Where to set it up in Realize DKI can be applied when adding items to a new campaign or when editing items in an existing campaign. Navigate to the Ads Report, locate the campaign item you want to update, and add the DKI macro directly into the title field. To use DKI in Realize titles, advertisers must follow a strict macro format: ${keyword:capitalizationtype}$ When you enter your text, both the keyword and capitalization type must be written in all lowercase, or the campaign item will be blocked from going live (you can choose the form of capitalization you wish to be displayed later). Supported Keywords - Country - Region - DMA - City - Platform - Dayofweek Supported Capitalization Types - Uppercase – ALL CAPS - Capitalized – First Letter Capitalized Only one dynamic keyword is allowed per title, and dynamic keywords can only be used in titles — not descriptions or body copy. Common setup errors to avoid - If the macro is not formatted exactly as specified, the campaign item will not go live on the network. - All characters in the macro must be lowercase — any uppercase letter will block the item. - Only one DKI macro is permitted per title. A second macro in the same title will cause the item to be blocked. - Always double-check spelling and casing before saving. If a value can’t be determined (due to GDPR restrictions, privacy limitations, or unavailable location data), the campaign item may be blocked, so careful testing and validation are essential. ## Setting Up and Implementing DKI Implementing DKI effectively requires careful keyword selection and ad group structuring so that the inserted terms remain relevant and natural. In Google Ads, this often means matching a user’s search query—for example, using {KeyWord:Shoes} to dynamically show "Running Shoes" or "Leather Shoes." In certain performance advertising platforms, implementation focuses on contextual macros rather than search terms. To set this up, you must use a specific dollar-sign syntax: ${keyword:capitalizationtype}$. For example, a title like “People in ${city:capitalized}$ Love This Service” will automatically update to “People in Phoenix...” or “People in Chicago...” based on the viewer’s location. It might be critical to remember that for some platforms, the keyword and capitalization type must be entered in all lowercase during setup (e.g., ${city:capitalized}$), or the campaign item will be blocked from going live. ### Placing the Code in Ad Headlines or Descriptions When placing DKI code, the best approach is to prioritize clarity and natural flow. In Google Ads, headlines are the most visible spot for DKI, though it can also be used in descriptions to reinforce relevance. However, you must ensure the inserted term doesn’t exceed character limits, or the default text will be triggered. You may find that for some performance advertising software, the rules are more strict: dynamic keywords can only be used in titles—they are not supported in descriptions or body copy. You would be allowed for only one dynamic keyword per title. Because some platforms recommend keeping titles under 60 characters to avoid truncation, advertisers should ensure that the combination of their static text and the dynamic value (like a long City or DMA name) stays within those bounds. If a dynamic value cannot be determined due to privacy restrictions or missing data, the campaign item may be blocked, making careful validation essential during the setup phase. ### Formatting for Correct Capitalization Managing capitalization with dynamic keyword insertion is all about choosing the right capitalization setting so your ads look polished and professional. Google Ads offers three capitalization formats when you insert {KeyWord:Default Text}: Keyword: Capitalizes only the first word, as in: “Running shoes.” KeyWord: Capitalizes each word, as in: “Running Shoes.” KEYWORD: Capitalizes all letters, as in: “RUNNING SHOES.” This choice depends on where the DKI appears. In headlines, using “KeyWord” is often best because it makes each word stand out and aligns with typical Title Case formatting. In descriptions, “Keyword” tends to feel more natural and conversational. Full uppercase (“KEYWORD”) should be used sparingly, usually for emphasis, since too much can look spammy or aggressive. The key is consistency: Match the capitalization style to the rest of your ad copy so the dynamically inserted terms blend seamlessly. ### Using Query Parameters for Landing Page DKI Using query parameters for landing page dynamic keyword insertion is a smart way to align the ad experience with the user’s search intent. The basic idea is that when someone clicks your ad, the keyword they searched for can be passed through the URL as a query parameter (e.g., ?keyword=running+shoes). Your landing page then reads that parameter and dynamically updates certain elements — like headlines, product categories, or call-to-action text — to match the visitor’s query. This creates a seamless experience where the messaging in the ad and the landing page are consistent, which can improve relevance, engagement, and conversion rates. It’s best to keep the implementation simple by only swapping text in places where it feels natural, ensuring that default values are set so the page doesn’t break if no keyword is passed, and avoiding overusing DKI so the page doesn’t look repetitive or robotic. It’s also important to test formatting and capitalization to ensure dynamically inserted terms look professional. ### Guided vs. Manual Setup Methods When thinking about guided vs. manual DKI setup methods, the difference comes down to convenience versus customization. Google Ads provides guided setup through its interface, where you insert {KeyWord:Default Text} directly into headlines or descriptions with prompts and built-in formatting options. This method is expedient and beginner-friendly because the platform handles capitalization rules, default text fallbacks, and ensures compliance with character limits. It’s ideal if you want to quickly add DKI without worrying about syntax errors. Manual setup, on the other hand, involves writing the DKI code into the ad copy yourself. This gives you greater control over how keywords appear, how defaults are structured, and where insertion happens. For example, you can strategically place {KeyWord:Default Text} in multiple parts of the ad, experiment with capitalization styles, and tailor default text to match brand tone. Manual setup is more flexible but requires careful testing to avoid clunky phrasing or mismatched keywords, and it brings a greater chance of error. In practice, guided setup is best for advertisers new to DKI or managing large campaigns where speed matters. Manual setup suits advanced advertisers who want to fine-tune messaging and ensure every keyword insertion feels natural. Many marketers combine both, using guided setup for efficiency, then manually refining ads for polish and performance. ## Expert Tips for Using DKI Effectively in Realize A few words to the wise about DKI and Realize in particular: Keep titles simple and flexible: Write titles that still read naturally once the dynamic value is inserted. Use tightly scoped intent: Pair DKI with strong targeting so personalization feels intentional, not gimmicky. Follow macro rules exactly: One typo, uppercase letter, or extra macro will block the campaign item. Test before scaling: Always preview and QA dynamic titles to ensure values render correctly. Don’t over-automate: Combine DKI-driven titles with strong static messaging to maintain brand voice and clarity. ## Key Benefits and Advantages of DKI DKI is a powerful feature that automatically inserts the keyword a user searched for into your ad copy. This creates a sense of personalization and relevance that generic ads often lack. The first major advantage is increased relevance: When a searcher sees their exact query reflected in your headline or description, the ad feels directly connected to their intent, which builds trust and encourages clicks. Another benefit is higher click-through rates. Because ads appear more tailored, users are more likely to engage. This often leads to improved Quality Scores in Google Ads, which can reduce your cost-per-click and improve ad placement. Advertisers also save time with DKI, since you don’t need to manually create dozens of ad variations for every possible keyword. Instead, one ad template can dynamically adapt to multiple queries. Finally, DKI can improve conversion rates by ensuring consistency between the ad and the landing page. When users see their exact keyword echoed in both places, they feel reassured they’ve found what they’re looking for, reducing bounce rates and boosting conversions. ### Maximizes Ad Relevance and User Experience DKI maximizes ad relevance and user experience by making ads feel directly connected to what a person is searching for. When a user types in a query, DKI automatically inserts that exact keyword into the ad headline or description. This means the ad mirrors the searcher’s intent, which immediately signals that the advertiser offers exactly what they’re looking for. That heightened relevance increases the likelihood of clicks because the ad doesn’t feel generic — it feels personalized. From a user experience perspective, DKI reduces friction. People see their own words reflected back in the ad, which reassures them they’re on the right path. When the landing page also reflects those keywords (often through query parameter insertion), the journey feels seamless: The search term leads to an ad that matches, which leads to a page that delivers. This consistency builds trust, lowers bounce rates, and improves satisfaction. ### Drives Higher Click-Through Rates (CTR) DKI drives higher click-through rates by making ads feel more relevant and personalized to each user’s search query. When someone types in a keyword, DKI automatically inserts that exact term into the ad headline or description. This creates a strong psychological effect: Users see their own words reflected back, which signals that the ad is directly addressing their intent. That immediate relevance increases the likelihood they’ll click because the ad doesn’t look generic — it looks tailored to them. Also, DKI helps scale personalization without requiring dozens of separate ad variations. Instead of writing individual ads for every keyword, one DKI-enabled ad can adapt to multiple queries, ensuring that each impression feels customized. This combination of relevance, visibility, and efficiency is why advertisers often see CTR improvements when using DKI strategically. ### Improves Quality Score Another way DKI boosts CTR is by improving visibility. Ads with dynamically inserted keywords often match the searcher’s query more closely, which can make them more eye-catching in search results. As noted above, this alignment also contributes to better Quality Scores in Google Ads, meaning your ads can show in higher positions at lower costs, further increasing the chances of clicks. ### Streamlines Ad Group Management DKI streamlines ad group management by reducing the need to create dozens of separate ads for every possible keyword variation. Normally, advertisers would have to manually write multiple ads to cover different search terms, but with DKI, one ad template can dynamically adapt to each keyword in the ad group. This means you can maintain fewer ads while still achieving highly personalized messaging for a wide range of queries. This method also simplifies organization because you don’t have to split ad groups as finely to ensure keyword relevance — DKI automatically handles that by inserting the right term into the ad copy. As a result, campaign structures can be leaner, easier to manage, and less time-consuming to update. For example, instead of building separate ad groups for “running shoes,” “dress shoes,” and “leather shoes,” you can keep them together and let DKI adjust the headline to match each query. ## Expert Strategies and Optimization Tips Here are some additional ways to make the most of DKI for increased conversions: Use tightly themed ad groups: Keep ad groups focused on closely related keywords. This ensures that dynamically inserted terms always make sense in the ad copy and avoids stilted or irrelevant phrasing. Set smart default text: Always set a clear, compelling default word or phrase in your {KeyWord:Default Text} code. This protects your ad from breaking when a keyword is too long or doesn’t fit character limits. Control capitalization: Use the right capitalization format (Keyword, KeyWord, or KEYWORD) depending on placement. Headlines often benefit from title case (KeyWord) for professionalism, while descriptions may look more natural with sentence case (Keyword). Avoid branded or competitor terms: Experts caution against using DKI with competitor names or trademarks. This can lead to misleading ads, policy violations, or even legal issues. Align your landing page: Ensure your landing page reflects the dynamically inserted keyword. Passing query parameters to the page can help maintain consistency, which improves user trust and conversion rates. Test and monitor performance: DKI isn’t a “set it and forget it” tool. Regularly test different placements (headline vs. description), monitor CTR and Quality Score, and refine ad groups to maximize results. Balance automation with control: While DKI saves time, don’t rely on it exclusively. Combine dynamic ads with carefully crafted static ads to maintain brand voice and avoid over-automation. ## Common Mistakes to Avoid (When Not to Use DKI) Using broad match keywords: Broad match keywords can result in non-relevant or confusing terms being inserted into your ad. It's best to stick to an exact match to ensure the most relevance. Instituting poor ad group structure: Lumping unrelated keywords into the same ad group leads to a higher risk of awkward or nonsensical ad copy, which will turn wary customers off to your brand. Using irrelevant or branded keywords: Avoid using DKI for branded keywords, as they should be in their own ad group. Additionally, avoid using keywords that are irrelevant to your ad's message, as this can confuse users and lead to a lower Quality Score. Ignoring character limits: Long keywords can break your ad if they exceed the character limits for the headline or description. Violating trademarks: Be cautious about using brand names as keywords, as this can lead to trademark violations and ad rejections, if not more serious legal issues. ## Key Takeaways Dynamic keyword insertion, known as DKI for short, can greatly enhance your online ads’ click-through rates (CTR) and can lead to better conversions. DKI can lead to improved ad relevance, with ads matched to user intent more closely. Beyond leading to higher CTRs, it can also mean better quality scores with better performance and lower costs. DKI can also save time, as fewer manual ad variations will be needed. Finally, DKI can lead to much better conversion rates, thanks largely to the customized but also the consistent messaging users see as they travel from ad to landing page. ## Frequently Asked Questions (FAQs) ### What happens if the keyword is too long to fit in my ad text? If a user’s keyword is too long for the space designated in your ad, the system uses your fallback (default) text instead. This ensures your ad still makes sense and doesn’t get cut off or display awkwardly. In Realize, when using DKI in your title, you must follow their macro format (${Keyword:…}$). If the dynamic value would make the title too long (or violates formatting rules), the ad can be blocked in Real-Time Ad Compliance. Realize recommends keeping titles under 60 characters to prevent truncation. ### Does dynamic keyword insertion (DKI) only work for Google Ads? No, DKI is a broader online marketing technique used across many different advertising systems, not just Google Ads. It’s a way to personalize ad text by dynamically replacing placeholders with contextually relevant content. Realize supports its own version of DKI. In Realize, you can insert dynamic values (like location, device, day of week, etc.) into titles using a macro format like ${city:capitalized}$ or ${platform:uppercase}$ to make ads more personalized. ### Will using DKI automatically improve my Quality Score? Not necessarily. While DKI can improve relevance (which can help CTR), Google Ads’ Quality Score also depends on other factors, like landing page experience and expected click-through rate. So, DKI helps, but it's not a magic bullet. In Realize, there’s no “Quality Score” equivalent like in Google Ads, but using DKI can boost CTR and engagement by making your titles more relevant. Realize’s help docs recommend DKI to increase relevancy and engagement, but performance still depends on your title, thumbnail, targeting, and bid strategy. --- ### AI Ad Optimization Beyond Rules: Why Traditional Automation is Your Performance Bottleneck URL: https://www.taboola.com/marketing-hub/ai-ad-optimization-why-automation-became-bottleneck/ Last Modified: 2026-05-11 19:07:36 Rules-based automation in performance marketing was a step forward, but managing a matrix of hundreds of “if/then” triggers is a complexity trap. The more rules you add, the more time you spend auditing conflicting automations instead of actually improving performance. The advertisers pulling ahead are moving to agentic artificial intelligence (AI): autonomous systems that continuously read live signals, make decisions, and execute in real time. If you're still relying on static automation to manage your campaigns, your legacy systems have become your performance bottleneck. Here's what the shift looks like, and how to get ahead of it. ## What is AI Ad Optimization (and Why Rules Aren't Enough)? AI ad optimization uses machine learning to continuously improve campaign performance. To hit goals like lower cost per acquisition (CPA) and higher return on ad spend (ROAS), in real time, it adjusts: - Bids. - Budgets. - Audiences. - Creative. Most advertisers have already experienced a version of this through automated rules, smart bidding, and scheduled budget adjustments. These tools are useful, but they have a ceiling: Traditional ad automation runs on simple “if this, then that” logic. Bid cap hit? Pause the campaign. Click-through rate (CTR) drops? Rotate the creative. It’s reactive by design, which means it can only respond to conditions you’ve already anticipated. It can’t learn or adapt on the fly. Agentic AI advertising works differently. Instead of waiting for a trigger, it continuously analyzes signals across your full campaign, makes decisions, and executes in real time, essentially employing return on ad spend (ROAS) AI. At scale, that distinction matters. When your strategy spans hundreds of audience, creative, and environment combinations, static rules can’t keep up. Budgets drift, winning strategies get starved of spend, and opportunities close before anyone can react. That’s the ad performance bottleneck most advertisers don’t see coming until it’s already hurting their results. ## The Evolution: From Static Automation to Agentic AI For years, automated ad management followed the same basic pattern: A campaign goes live, data builds up, a human reviews performance, tweaks the settings, and the cycle repeats. Automation helped speed up parts of that loop, but the underlying logic stayed the same: react to yesterday’s data, within parameters someone set in advance. That model made sense when campaigns were simpler, but it doesn’t scale anymore. Agentic AI takes a different approach. Instead of responding to historical data within fixed rules, it’s goal-oriented. You define the outcome you want, whether that’s a target CPA or a ROAS threshold, and the system works backwards from there. It continuously tests strategies, reads live signals, reallocates budget, and adjusts creative delivery without needing human input at every step. Traditional automation asks, “Did this condition occur?” Agentic AI asks, “What’s the best decision right now?” One is a checklist. The other is a campaign strategist that never sleeps. ## Escaping the “Complexity Trap” of Manual Matrix Management A modern campaign isn’t a single thing, it’s a strategy built from overlapping elements: audience targeting, creative format, device, placement environment, and bidding approach. On the open web, those variables combine to create hundreds of distinct strategy combinations for a single objective. Add one new creative format, and that number jumps. Add a new bidding dimension, and you’re looking at thousands. More combinations should mean more opportunity, but in practice, it creates a management problem that rules-based systems make worse. Every new rule you add interacts with the ones already in place. Budget caps clash with bid rules. Audience exclusions overlap. A rule that made sense three weeks ago is now quietly throttling your best performer. Soon, you’re spending more time auditing conflicting automations than actually improving campaigns. That’s the complexity trap. Real-time campaign optimization cuts through it. Instead of stacking rules on top of rules, machine learning continuously evaluates the full matrix, identifies what’s working, and automatically shifts resources there. The system handles the complexity so your team can focus on strategy. ## The Speed Advantage: Real-Time vs. Reactive Data Analysis Traditional campaign optimization runs on a delay. Data is collected, reported, reviewed, and then acted on, often hours or days after the fact. Even well-configured automation operates this way, executing rules against historical snapshots rather than what’s happening right now. The trouble is, the ad marketplace doesn’t work on that timeline: audience behavior shifts throughout the day; publisher inventory fluctuates; competitor bids move; a placement that drove strong ROAS this morning may be underperforming by afternoon, and a new opportunity may have opened up somewhere else entirely. Agentic AI operates on live data streams, not yesterday’s reports. It continuously processes signals across audiences, creatives, placements, and bids, identifying patterns and making adjustments in real time. The kind of micro-optimizations that would take a human analyst hours to spot and act on happen automatically, at a speed and frequency no manual process can match. For advertisers, that speed compounds over time. Every real-time adjustment is a conversion that wouldn’t have happened under a slower system. At scale, those gains add up fast. ## 3 Core Capabilities of an Agentic AI Optimization Engine Rules-based automation handles individual tasks. An agentic system connects them. Here’s what that looks like across the three areas that drive the most performance impact. ### 1. Autonomous Budget Reallocation and Bid Management In a manual setup, budget allocation is a periodic decision. A human reviews performance, identifies the stronger strategies, and shifts spend. By the time that happens, the window has often already moved. AI bidding optimization works continuously. The system monitors performance signals across every campaign strategy in real time, moving budget toward what’s working and pulling back from what isn’t, without waiting for a weekly review. Bids adjust dynamically based on live auction conditions, audience quality, and conversion probability, keeping spend efficient even as the marketplace shifts around it. ### 2. Rapid Creative Testing and Iteration Creative fatigue is one of the most common causes of performance decay, and one of the hardest to catch manually. By the time declining CTR shows up in a report, an audience has already been overexposed. Agentic AI identifies fatigue signals early and rotates creative automatically, serving different ad variations to different audience segments based on what’s most likely to convert. Rather than running a handful of creatives and waiting to see what sticks, the system continuously tests and iterates without requiring constant manual input. Some performance platforms take this a step further. Rather than waiting for creative to underperform, they automatically build and optimize campaign elements on an ongoing basis, keeping the creative portfolio fresh and aligned with whatever strategy the decision engine is prioritizing at any given moment. ### 3. Predictive Audience Targeting Demographic targeting is a starting point, not a strategy. Age, location, and interests tell you something about who someone is, but they tell you very little about whether that person is ready to convert right now. Machine learning ad targeting shifts the focus from profile-based assumptions to behavioral intent signals. By analyzing patterns across browsing behavior, content consumption, and past interactions, the system identifies users who are in-market, not just on-demographic. The result is spend that reaches people with genuine purchase intent, not just people who fit a broad description. ## Feeding the Engine: Why Complete Customer Journey Data is Non-Negotiable An agentic AI system is only as good as the data it runs on, and this is where a lot of advertisers undermine their own results. If the only signal you’re feeding back to the platform is the initial click, that’s what the system will optimize for: more clicks. Not more customers or higher order values. The AI will do exactly what you’ve asked, even if you haven’t asked the right question. Full-funnel data changes that. When the system can see what happens after the click, it can optimize for outcomes that actually matter to your business, whether that’s form completions, purchases, repeat visits, or revenue value. That means connecting server-side tracking, syncing conversion events accurately, and passing back revenue data so the AI understands not just who converted, but what that conversion was worth. This is especially important for ROAS-focused campaigns. An agentic system that can distinguish between a high-value customer and a low-value one will allocate budget and adjust bids very differently from one working from click data alone. The setup investment is worth it. The more complete the signal you provide, the more precisely the engine can target, bid, and optimize on your behalf. Garbage in, garbage out has never been more consequential than when an AI is making thousands of decisions a day based on it. This is also where the quality of your platform’s data infrastructure matters. Realize’s direct code-on-page integration across thousands of premium publishers generates proprietary first-party signals that go well beyond standard third-party data. ## The New Role of the Marketer: From Executor to Strategic Coach One of the most common concerns around agentic AI advertising is straightforward: If the system handles optimization automatically, what does that leave for the marketer? The answer is, the parts that require human judgment. In an agentic setup, the media buyer’s role shifts from managing the day-to-day mechanics of campaign execution to setting the strategic conditions the AI operates within, defining goals, establishing guardrails, briefing creative direction, and identifying the audiences that matter most. Think of it less as handing over control and more as moving up a level. The advertisers who get the most from agentic AI aren’t the ones who set it and forget it, they’re the ones who treat it like a high-performance team member: give it clear objectives, feed it good inputs, and hold it accountable to outcomes. The AI handles the execution, while the marketer coaches the strategy. ## Top AI Ad Optimization Platforms Paving the Way Agentic AI advertising isn’t a future concept. Several platforms are already operating with these principles today. ### Meta Advantage+ Meta Advantage+ is the most widely adopted example. It handles audience selection, placement, and creative delivery automatically across Meta’s inventory, using behavioral data to find users most likely to convert. Meta Advantage+ optimization has driven real CPA improvements for many advertisers, though it’s limited to Meta’s ecosystem and offers little transparency into how decisions are made. ### Madgicx Madgicx acts as a 24/7 AI account auditor, continuously scanning performance and surfacing recommendations. It’s particularly strong on creative intelligence, flagging fatiguing ads before performance visibly drops. ### AdRoll AdRoll takes a full-funnel approach, using machine learning ad targeting to coordinate retargeting and prospecting across display, social, and email. Its strength is cross-channel consistency, keeping optimization logic aligned across multiple touchpoints. ### Zocket Zocket focuses on speed, using AI ad creation tools to generate and launch campaigns quickly, with built-in optimization that adjusts delivery based on early performance signals. ### Realize+ Realize+ is an agentic system built specifically for the open web. It continuously decides, executes, and adapts campaign strategies in real time, turning advertiser goals into outcomes without requiring constant human intervention. Think of it as the performance power of PMax and Advantage+, applied to the world’s best premium publishers, with zero platform bias. For advertisers who have hit the ceiling on search and social, Realize+ offers a direct path to scaled, outcome-based performance on the open web, without the complexity trap or the ad tech tax. ## How to Transition Your Campaigns to Agentic AI Today Shifting from rules-based management to an agentic approach doesn’t have to happen overnight. For most teams, it’s a gradual process of letting go of manual controls in the right order. ### Start with campaign consolidation Hyper-granular campaign structures are the enemy of machine learning. When budget is fragmented across dozens of tightly segmented campaigns, no single strategy gets enough data to learn from. Consolidating into fewer, broader campaign groups gives the algorithm the signal volume it needs to make smarter decisions faster. ### Switch to goal-based bidding Move away from manual bid adjustments and toward objective-led strategies like Maximize Conversions or target CPA. This is the most direct way to hand optimization logic over to the system and start seeing what it can do with a clear performance target. ### Feed it better data Before scaling any agentic setup, make sure your conversion tracking is accurate and complete. The system needs full-funnel signals, not just clicks, to optimize for outcomes that actually matter. ### Run experiments before going all-in Test agentic optimization against your existing approach on a portion of budget. Let the data make the case rather than making a wholesale switch based on assumptions. ### Resist the urge to over-manage This is the hardest part for experienced media buyers. Agentic AI needs room to learn, and frequent manual interventions reset that learning. Set clear goals, define your guardrails, and give the system time to perform. ## Key Takeaways The shift from rules-based automation to agentic AI is already underway. The advertisers who adapt now will scale more efficiently and outpace competitors still managing campaigns manually. Here’s what to keep in mind: - Static rules can’t manage the complexity of modern campaign strategy at scale. - Agentic AI redirects the marketer’s role toward strategy, not execution. - Full-funnel data is the foundation — better inputs mean better outcomes. - The transition starts with small steps: consolidate campaigns, set goal-based bidding, and trust the system to learn. ## Frequently Asked Questions (FAQs) ### What is agentic AI in advertising optimization? Agentic AI refers to autonomous systems that work toward a specific advertising goal, like maximizing ROAS or hitting a target CPA, by continuously analyzing live data and making decisions in real time. Unlike traditional automation, it doesn’t need a human to define every rule in advance. It reasons, adapts, and executes on its own, based on what the data is showing right now. ### How is AI ad optimization different from traditional automation? Traditional automation follows static rules. If CTR drops below a threshold, pause the ad. If CPA exceeds a limit, reduce the bid. It only responds to conditions you’ve already anticipated. AI ad optimization uses machine learning to continuously analyze performance data, predict outcomes, and adapt campaigns to shifting market conditions. It doesn’t wait for a trigger. It’s always working, and it gets smarter over time. ### Will AI replace media buyers? No. The role evolves rather than disappears. As agentic AI takes over the day-to-day mechanics of campaign execution, media buyers shift their focus to the things that actually require human judgment: setting business goals, defining guardrails, shaping creative strategy, and making sure the system has the right data to work with. The AI handles the micro-decisions. The marketer sets the direction. ### How does AI improve return on ad spend (ROAS)? AI improves ROAS by doing things manual optimization simply can’t do at speed or scale. It identifies behavioral patterns that aren’t visible in a standard dashboard, shifts budget toward high-intent audiences in real time, and adjusts bids continuously based on conversion probability. On the creative side, it tests and personalizes ad variations automatically, so spend is always weighted toward what’s most likely to convert. Less waste, more return. --- ### How to Optimize Sports Betting Ad Spend: Realize Expert Recommendations URL: https://www.taboola.com/marketing-hub/optimize-sports-betting-ads/ Last Modified: 2026-07-05 11:34:30 The only metric that matters in the sports betting marketing world is performance. But, as every user acquisition lead knows, effecting an efficient transition from high-energy social media campaigns to the open web can be challenging at first. In the real world case being discussed here, a leading sports trading and prediction platform saw its cost per acquisition (CPA) climb above $1,000. The team knew that more budget wouldn’t solve the problem — rather, they required a creative overhaul. That’s why they partnered with Realize, reengineering their stagnant campaign by shifting from static social assets to performance-driven motion and lifestyle creatives. By doing this, they slashed their CPA to a much more sustainable $200 during the heart of football season. Keep reading to see how a Realize-driven framework can help you optimize your spend and surpass your competition on the open web. ## Moving Beyond Static: Why Motion Ads Are Critical for Sports Betting When set loose on the open web, your creative competes not only with other ads, but the latest trade rumors, injury reports, game highlights, weather conditions, matchup analyses, and more. If your ad looks like a digital billboard, users will scroll right past it. To drive performance like an offense focused on a two-minute drill, your creative must interrupt the scroll with the same kinetic energy as a 50-yard slot fade/rub (not a desperate Hail Mary). ### Breaking Through the Learning Phase If an ad doesn’t generate enough early engagement signals, the algorithm starves it of spend before it ever finds its audience. The static images prevalent in the betting space often lack the scroll-stopping power needed to exit this phase quickly. That’s why Realize allows you to make adjustments to underperforming ads quickly. “If we don’t see the spend pick up on new ads, we don’t just wait — we leverage more variance,” says Stephen Hollinshead, senior account manager at Taboola. “The goal is to move beyond the static images audiences ignore. Leaning into motion ads moves the algorithm through the learning process faster to start hitting those efficiency targets.” For a sports analogy, imagine if a new offensive coordinator waited until a week before the season opener to hand out playbooks. Or, if the DC didn’t bother to review the previous season’s tapes to see where the defense needed to shore up its positioning. The team would never get the traction necessary to become a playoff contender. ### The Psychology of Subtle Movement in Betting Performance advertising hits its stride when ads feel like breaking news. By imitating a live ticker or play-by-play update like those found in the NFL app, motion adds a layer of urgency that a static ad can’t replicate. “We’ve seen that even subtle motion can radically change a user’s perception of a betting ad,” says Taboola sales manager Caroline Berardi. “We take those powerful breaking news themes and reengineer them into lifestyle layouts that perform best in a news-reading environment.” ## Precision Placement: Doubling Down on High-Affinity Sports Environments Ad spend optimization is a two-way street (or offense and defense): the creative gets the click, but context prepares the user to convert. Realize experts focus on matching high-impact creative to publisher environments where fans are already primed to place a trade or bet. At midseason, when teams are competing for spots and wildcard berths, a generic news placement might reach a sports fan, but will it catch them in a betting mindset? Potentially not. ### Winning the Home Field Advantage For this client, the Realize team noted that generic news placements had a 3x higher CPA than sports-specific apps like ESPN. “We found our segment,” says Hollinshead. “In the sports betting vertical, doubling down on premium environments like the ESPN app during peak season provides the exact inventory we need. We match the ad creative to the high-energy mindset of a passionate fan already deeply engaged in the game.” ## From Social UGC to Sports Betting Performance on the Open Web Many betting brands lean heavily on their Instagram presence, filling their feed with high-energy user-generated content (UGC). But, a raw video of a tailgating Bills Mafia fan jumping onto a table doesn’t exactly translate into a native ad unit, so those videos fall flat on the open web like a 60-yard kick that doinks off the uprights. Ads that do well on Instagram may fail elsewhere because they rely on a high-energy, scroll-stopping social context that contrasts sharply with the editorial, reading-focused environment of publisher websites. Nativizing these hooks requires adapting content from intrusive, loud, overly polished (or too raw) formats to quieter, more context-driven, and user-initiated narratives. The Realize team has its own trick plays to use, nativizing social hooks for a performance marketing hook. ### Reengineering the Betting Hook An Instagram video or other successful social media post might just need a little tweaking to resonate with your target audience. You just have to extract its DNA: If your top social performer is a video about “Legal Betting in 50 States,” for example, use the headline as your anchor on the open web, but adjust the visual delivery to fit the editorial flow. “I’ve been building off the best creatives with the strongest hooks on social,” explains Berardi. “We take that core breaking news energy and adapt it for the specific image and text flows we know convert successfully on the open web. In other words, modify what works on Instagram and make it feel like part of the sports fan’s news-reading experience.” ## Key Takeaways If you want to scale a sports betting app on the open web, you need a specialized creative pipeline. By partnering with the Realize experts, our client transformed a $1,000 CPA into a scaling success story, by replacing its one-size-fits-all social assets with performance-driven motion and lifestyle imagery. Score a touchdown, win the game (and engineer every creative variant for return on investment) by: - Using motion to bypass the learning phase and signal urgency. - Targeting premium sports publishers like ESPN to attract fans during peak mid-season. - Repurposing social hooks into lifestyle-driven, editorial-style layouts. ## Frequently Asked Questions (FAQs) ### Why is my sports betting CPA higher on the open web than on traditional social platforms? Users scrolling the open web are operating in consumption mode, reading analyses, checking scores, or bemoaning the injury of a key player. Standard social banners often look like ads (and are easy to ignore). High CPAs on the open web often happen because loud social media ads clash with the analytical mindset of users reading the sports news (and hunting for stats). To lower costs, shift ads from disruptive flashes to contextual, lifestyle-driven creative that blends with premium editorial content. By matching the aesthetic of premium publishers, these ads naturally increase click-through rate (CTR) and lower your CPA. The result? You build deeper trust and capture high-intent users already in a research-and-bet mindset and committed to a high-intent action. ### How do I know which sports-themed ad creative will perform best during peak seasons? If you’ve traditionally run slow, manual A/B tests on every headline and image combination, you lose that window of opportunity during a short sports season, like football. To identify top-performing creatives during these peaks, use predictive vertical insights and rapid multivariate testing to learn whether fans respond to high-action lifestyle shots or data-heavy odds. By using “breaking news” overlays and monitoring real-time publisher trends, you can skip the discovery phase and scale winning creatives while the season is still hot. This approach lets you pivot fast based on real-time data, ensuring the creatives in your performance campaigns on the open web remain as dynamic as the season itself. ### Can I repurpose my sports-focused UGC for the open web? Yes, but here’s the caveat: Raw, handheld social video often feels cheap and amateurish or out of place on a high-authority news or sports site. The last thing you want is to damage your credibility or the trust required for someone to make a financial transaction, like betting. Repurposing content for the open web should extract the successful DNA of UGC — the hook, headline, player stat, or confetti celebration — and then pivot. By repackaging those elements into high-impact lifestyle stills and snappy motion ads, you provide the authentic social proof needed to build trust in a high-scrutiny environment. Now, like a well-balanced offense and defense, you have the best of both worlds: the authenticity that drives social engagement and the professional polish that preserves brand authority. --- ### 3 Strategies to Navigate Finance and Crypto Ad Policies (and Bypass CRT Rejections) URL: https://www.taboola.com/marketing-hub/align-with-finance-ads-policies/ Last Modified: 2026-04-28 09:37:52 Running finance and cryptocurrency campaigns can be one of the most lucrative opportunities in performance marketing, but it also comes with a potentially significant obstacle — the Content Review Team (CRT). Instant rejections can be triggered by a specific crypto token being featured in your ad, or an official government seal appearing in a campaign. The good news, though, is that compliance and profitability can work hand-in-hand. With the right structural and creative adjustments, you can work within platform guidelines without stalling your campaign’s overall effectiveness. ## Why the CRT Rejects Single Tickers and Government Imagery Finance and crypto ad policies across major networks like Google, Meta, and Realize are built around two core concerns: market manipulation and consumer deception. When a CRT sees an ad pushing single-stock or crypto assets, the immediate association is with pump-and-dump schemes, which are coordinated efforts to artificially inflate the asset’s price through misleading promotional content. Even if your intentions are good, an ad leading with one specific ticker looks like unverified financial advice at best, and market manipulation at worst. Government imagery in ads can also trigger a separate but equally serious concern in impersonation. Ads featuring official seals, logos from agencies like the IRS, or landmarks strongly associated with government authority are treated as potential attempts to deceive consumers into believing that the content is officially endorsed. This kind of potentially misleading framing is explicitly prohibited across all major ad networks. Because finance content falls into the YMYL (Your Money Your Life) guidelines, platforms apply an especially high bar to anything that could mislead consumers about financial decisions or the credibility of the source. Repeated violations risk escalating beyond individual ad rejections toward ad account bans that are far harder to have removed. ## 3 Ways to Bypass CRT Rejections with Financial and Crypto Ads ### Strategy 1: The Educational Listicle Approach The most effective way to promote a specific stock or crypto asset without triggering single-stock ticker restrictions is to reframe the content as education rather than promotion. This is the core of the educational listicle approach. Rather than creating a campaign around one asset, you build it within a curated list such as “5 Crypto Assets Analysts are Watching This Quarter.” Your primary target asset is included, but it sits alongside several other credible securities or well-established cryptocurrencies. This works well because it genuinely shifts the editorial framing of the asset. A listicle covering multiple assets with context and market analysis is more educational than a single-asset pitch. It distributes the promotional weight so no one asset is being pushed more than the others in a way that triggers Content Review Team (CRT) rejections. These also tend to perform better with audiences who engage more with comparative content than direct calls to action. ### Strategy 2: Using an Email Gate Pre-Lander for Specific Assets When restricted content is specific enough that it can’t be diluted into a listicle, the email gate pre-lander is your most reliable crypto ad compliance tool. The structure here is straightforward enough: Your ad and its landing page stay entirely compliant, promoting a broad financial concept. To access the specific asset recommendations, visitors must opt in with their email address on the landing page. The ticker or crypto name is then delivered via email directly to the consumer and completely outside the ad network’s platform. This works because the ad network only reviews what’s on the pre-lander. As long as that page contains no single-ticker promotions or restricted content, it clears CRT review. The email follow-up works under its own regulatory framework: CAN-SPAM in the United States and GDPR in Europe. This way, everything you want to actively promote falls outside the ad platform’s content policies. This structure is also a textbook example of funnel segmentation, where you deliberately split your marketing funnel into distinctive stages, each tailored to a different audience’s engagement level and the compliance environment. The top of the funnel (your ad and pre-lander) is built for a broad reach and regulatory safety. The bottom of your funnel (your email sequence) is built for specificity and conversions. Keeping these stages separate isn’t only a compliance workaround, but funnel architecture that improves targeting precision across your audience. Beyond compliance, the opt-in also creates a qualified list of high-intent subscribers that you can use beyond your initial campaign as part of ongoing marketing efforts. ### Strategy 3: Substituting Restricted Visuals with Thematic Imagery The visual layer of CRT rejections is often underestimated. Advertisers who carefully assemble their copy for compliance sometimes still get flagged because their creative assets include imagery that triggers government impersonation or deceptive practice violations. The fix is thematic imagery substitution, where you replace the imagery tied to specific, identifiable government entities with visuals that convey the same conceptual message, but without the compliance risks. In practice, this could look like: - Government buildings: Swap recognizable federal buildings for generic neoclassical or civic architecture with columns and stone facades, that communicate “official” without being tied to a specific government body. - Agency logos and seals: Replace IRS, SEC, or Federal Reserve seals with generic financial iconography like scales, abstract graphs, or stylized dollar signs, to signal regulatory themes without impersonating an agency. - Authority figures: Ads implying endorsement from real politicians or regulators are almost universally rejected. Generic professional imagery like a suited individual reviewing a chart conveys a sense of authority, without attaching a protected individual. The underlying principle here is that compliance reviewers, both human and algorithmic, are pattern-matching for specific, identifiable signals of impersonation. Generic thematic imagery that conveys the same concept rarely triggers those patterns. You’re not changing what the ad communicates, just the visual shortcut used to convey that message. ## Key Takeaways Financial ad approval in the finance and crypto space doesn’t require compromising campaign effectiveness. Instead, it requires an understanding of where compliance lines are drawn and building your creative around that. The three strategies outlined here address the most common rejection triggers from different angles. The educational listicle reframes single-asset promotion as a multi-asset analysis, reducing pump-and-dump signals. The email gate removes restricted content from the ad network’s review environment entirely, routing it into a private, high-intent email funnel. Thematic image substitution eliminates visual patterns that trigger government impersonation red flags, replacing specific imagery with compliant equivalents. Used individually or together, these approaches allow finance and crypto advertisers to maintain strong return on investment (ROI) while staying on the compliant side of platform policies and far from the consequences of repeated violations. ## Frequently Asked Questions (FAQs) ### Why do ad platforms reject ads featuring single-stock or crypto tickers? Ad networks restrict single-stock tickers promotions to prevent market manipulation, pump-and-dump schemes, and unverified financial advice. Because finance falls under YMYL content categories, platforms apply heightened scrutiny, and aggressively pushing one specific asset raises immediate flags for both automated systems and human reviewers. ### How does an email gate help with crypto ad compliance? An email gate pre-lander keeps restricted content off the page that ad networks review, placing it instead inside a private email funnel triggered by an explicit opt-in. This means the ad and landing page remain fully compliant while still delivering targeted recommendations to interested subscribers. ### What happens if I use a government seal, like the IRS, in a financial ad? Using official agency logos or seals will typically trigger an immediate rejection for deceptive practices or government impersonation, and violations that appear explicitly in the restricted content policies of Google, Meta, and most major ad networks. Repeated violations can escalate toward ad account bans. ### What is a thematic imagery alternative for government buildings? Thematic imagery substitution means swapping specific, identifiable government visuals, like official seals, recognizable federal buildings, or real political figures, for generic equivalents that carry the same conceptual meaning, such as columns and stone facades instead of the Capitol Building, or abstract financial iconography instead of an agency seal. --- ### How to Choose the Right Bidding Strategy for Your Campaign Goal URL: https://www.taboola.com/marketing-hub/choose-the-right-bidding-strategy/ Last Modified: 2026-04-28 08:55:21 In the fast-paced world of digital advertising, the difference between a campaign that merely “spends” and one that “scales” will often come down to a single, invisible factor: the bidding strategy. As we move away from the era of manual lever-pulling and into a new age of strategic orchestration, the most successful advertisers aren't just media buyers, but technical architects who understand how to feed the machine learning algorithms that power modern ad auctions. To help us navigate this complex landscape, we turned to Lauren Wint, advertising account manager for Realize, who has spent years optimizing performance campaigns across some of the most competitive verticals in the industry. In this comprehensive guide, we’ll explore five battle-tested bidding strategies to help you stabilize your CPA, maximize your ROAS, and unlock the scale your brand deserves. ## 5 Ways to Effectively Choose the Right Bidding Strategy for Your Performance Goals ### 1. The “Broad-to-Narrow” Launch: Trusting the Machine When launching a brand within the e-commerce and apparel vertical, particularly one that has no historical platform data, the instinct for many marketers is to target too specifically, eager to pick every interest, every demographic, and every specific publisher site on day one. According to Wint, though, this is the quickest way to starve a campaign of the data it needs to succeed. Instead, the most effective strategy is a “Broad-to-Narrow” approach. By launching “Run of Network” — essentially a broad reach strategy — you allow the platform’s algorithm to discover where your audience actually lives. During this initial phase, the system gathers a clean signal, identifying high-performing pockets that a human analyst might never have predicted. “You have to resist the urge to over-engineer on day one,” says Wint. “We start broad to gather the data, then we use those learnings to dictate where to take the campaign next. If you restrict the algorithm too early, you’re essentially flying blind without a map.” By giving the algorithm the freedom to explore the vast network of over 11,000 publishers, you earn the data required for long-term scaling. Once the system identifies which users are clicking and converting, you can begin to siphon spend into those specific, proven pockets. ### 2. Stabilizing the Surge: Transitioning from Volume to Target CPA For financial services and lead gen verticals, costs are notoriously volatile. One week you’re hitting your lead goals, and the next, your cost per lead (CPL) has crept up by 20%. This is the primary use case for shifting from a volume-focused bidding strategy to a Target CPA (tCPA) model. While automated “Maximize Conversions” strategies are excellent for driving rapid growth and capturing as much of the auction as possible, they don’t always respect strict margin requirements. Once a campaign has established enough baseline data, transitioning to a target-based bid acts as a vital stabilizer: it tells the algorithm that growth is great, but only at this particular price point. “Target CPA is a powerful tool, but it can be a double-edged sword,” warns Wint. “If you set it too restrictively before the system has ‘learned’ the auction, you’ll see your scale disappear overnight. It’s about finding that mathematical sweet spot where the algorithm has enough room to breathe while still hitting your margin.” The key is to wait until the algorithm has learned the lower price point. Wint recommends having a healthy daily budget — ideally 10-15x your target CPA — to ensure the transition doesn’t result in a total loss of delivery. ### 3. The Signal and the Noise: Funnel-Based Event Optimization For high-intent offers within the investment and fintech vertical, not all conversions are created equal: A lead might simply be someone who entered an email address to see a stock tip, whereas a purchase or a verified SMS lead represents a user with true intent. Optimizing solely for a basic lead capture form, then, is often a “noisy” signal. If you tell the bidding engine to find as many email addresses as possible for $5, it will find them, but they might turn out to be the lowest quality users on the web. The strategy here is to move optimization further down the funnel: By focusing the bidding engine on deeper actions, you ensure that your spend is allocated toward users with actual lifetime value. “When you have a deep funnel, the algorithm can get confused if you’re asking it to find everything at once,” explains Wint. “We look at the relationship along the funnel to see where the real value is. Sometimes, removing noisier top-of-funnel events from the total conversion count — once you have sufficient insight from high-value downstream events — actually sharpens the bidding engine’s focus on what makes you money.” This shift in focus allows the machine learning models to ignore the window shoppers and zero in on the investors. ### 4. The Power of Isolation: Dominating High-Value Inventory In the highly competitive home improvement vertical — specifically for high-ticket services like bathroom remodeling — the auction can become incredibly expensive. Average CPCs often skyrocket as competitors bid for the same premium placements. However, savvy advertisers look for outliers. Occasionally, certain top-tier news feeds or premium mobile operating systems offer significantly lower costs compared to the broader market. When you identify these high-performing placements, you shouldn’t leave them in the general campaign pool, where their performance might be averaged out. The winning move in cases like this is High-Value Inventory Isolation, i.e., the grouping together of multiple high-performance publishers. By siloing these placements into their own dedicated campaigns, you can allocate a specific budget to blow them out, ensuring you capture 100% of that efficient inventory. (It’s important to note that your priority consideration here should still be supply diversity and reach.) “When we find a placement pulling a sub-$10 CPA while the rest of the market is at $30, we don’t just leave it in the general pool, we isolate it,” says Wint. “By siloing high-value inventory, you can dominate that specific auction without your average CPC being dragged up by less efficient placements.” ### 5. The Silent Manager: Implementing Systematic Custom Rules During volatile high seasons — think tax season, or insurance enrollment within the personal finance and insurance vertical — market conditions change by the hour. Competitors flood the market with cash, and a publisher that worked yesterday might become prohibitively expensive today. Human managers, no matter how skilled, cannot react fast enough to these micro-shifts over thousands of publishers. This is where systematic custom rules come into play: By setting automated guardrails — such as automatically blocking publishers that hit a certain spend threshold without a conversion, or pausing ads with a low click-through rate (CTR) — you can handle the dirty work of cost control automatically. “I'm a big believer in systematic automation that keeps running while you’re sleeping,” says Wint. “By setting custom rules as a baseline per account, we can simulate the control of manual bidding without the manual labor. It allows us to be more scientific about which metrics lead the charge, whether that’s CTR, CVR, or pure CPA.” ## Key Takeaways As Lauren Wint has demonstrated through these five strategies, modern performance marketing is no longer about “set it and forget it.” Rather, it’s a discipline of constant refinement, data hygiene, and technical strategy. Whether you’re launching a new apparel brand or scaling a complex financial funnel, the principles remain the same: - Give the machine enough data to learn. - Isolate the winners to protect your margins. - Use automated guardrails to maintain efficiency at scale. By adopting the mindset of a technical architect, you can move beyond simply buying ads and start engineering a sustainable growth engine for your business. ## Frequently Asked Questions (FAQs) ### How does machine learning improve ad bidding? Machine learning processes millions of data points across the network (including user intent, placement context, and historical performance) at a speed impossible for people. It adjusts bids in real-time for every individual auction, ensuring you only pay the right price for a user likely to convert. This eliminates the guesswork of manual bidding and allows for much higher precision in hitting CPA targets. ### What is the checklist for setting up a new performance campaign bid strategy? Before you launch, ensure you have the following in place: - Identify Your Seed: Ensure you have enough data. A baseline of 100 conversions in a 30-day window is typically required to fuel predictive models. - Budget Buffer: Set daily budgets at 10-15x your target CPA so the algorithm has enough fuel to test the auction. - Creative Refresh: Prepare at least 6-8 ads per campaign to avoid creative fatigue and give the algorithm variety to test. - Tracking Audit: Verify that your Server-to-Server (S2S) connections or pixels are firing accurately to provide the machine with a clean signal. ### What are the key metrics for measuring performance campaign success? While CPA and ROAS are the ultimate goals, leading indicators are essential for long-term health. Wint emphasizes looking at click-through rate (CTR) and average CPC. A high CTR indicates that your creative is resonating with the audience, while the ad auction rewards this engagement by lowering your CPC, which in turn drives down your overall acquisition costs. --- ### How to Measure ROI on CTV Campaigns in Performance Marketing URL: https://www.taboola.com/marketing-hub/measure-roi-on-ctv-campaigns/ Last Modified: 2026-04-27 13:16:05 Performance advertisers have spent years avoiding TV for a simple reason: it didn’t close the loop. Search gives you clicks, social gives you pixel-tracked conversions — regular TV gives you reach and a prayer. Connected TV (CTV) gives advertisers a way to treat TV more like a performance channel. Nearly 90% of US households now own at least one internet-connected TV device, and US CTV ad spend is projected to hit $37.95 billion this year. With that scale has come real measurement infrastructure. For brands building D2C TV advertising strategies, the pressure is to connect CTV exposure to conversions, revenue, and return on investment (ROI). Here are four concrete strategies for measuring hard ROI and attributing bottom-of-funnel conversions to your CTV spend. ## Implement Cross-Device Identity Resolution The fundamental challenge with CTV is the “clickless” problem. A viewer sees your ad on a 65-inch screen but can’t click it. If a conversion happens, it usually occurs later on a phone, tablet, or laptop. Reliable CTV attribution models must connect those events across devices, which is why cross-device tracking CTV efforts are so central to measuring CTV ROI. Cross-device identity resolution bridges that gap. An identity graph links a CTV impression, typically tied to a household IP address, to a conversion event on another device through two primary methods: - Deterministic data uses confirmed signals, like a user logged into the same app across devices. It’s accurate, but limited in scale. - Probabilistic data infers matches using shared IPs, timing, location, and behavioral patterns to expand scale. Most identity resolution marketing solutions use a blend of both. Cross-device identity resolution is what makes big-screen exposure measurable at the lower end of the funnel. It’s also why many brands rely on mobile measurement partners (MMPs) or specialized measurement partners, rather than relying solely on standard web analytics. ## Run Incrementality Tests (The Gold Standard) Cross-device attribution tells you that a conversion happened after a CTV impression. Incrementality testing tells you whether the ad actually caused it. That difference is important because attribution shows correlation, while incrementality gets closer to causation. The basic setup is straightforward. Split your target audience into two groups: The test group sees your CTV ads, while the holdout group, or control, does not (either through suppressed delivery or ghost bidding, where bids are placed but intentionally not won). To produce a reliable result, the test needs a clean control group and enough time to capture the full conversion window. After the campaign, compare conversion rates across the two groups. The difference is your incremental lift. From there, you can calculate incremental ROAS, i.e., the revenue generated only because of the ad, divided by spend. That’s very different from standard ROAS, which counts all revenue against spend, whether or not those customers would have converted anyway. In CTV, standard ROAS often overstates performance because it includes all post-exposure revenue, not just the conversions the ad actually drove. To measure ROI accurately, CTV incrementality testing is the clearest way to separate influence from true lift. ## Adopt a Multi-Touch Attribution (MTA) Model Last-click attribution doesn’t work for CTV. If a customer sees your streaming ad on Tuesday, searches for your brand on Thursday, and buys on Friday, last-click gives all the credit to the search click and none to the CTV impression that helped start the journey. These blind spots are becoming harder to ignore as budgets span both digital and traditional channels. Yet, only 32% of global marketers currently measure media spending holistically across those environments. Multi-touch attribution distributes credit across all contributing touchpoints. Within that framework, view-through attribution allows CTV impressions to be counted even without a click. For many D2C brands, a seven- or 14-day view-through attribution window is a good starting point because it captures the natural lag between seeing a TV ad and acting on it. Longer purchase cycles may justify extending to 30 days. Be deliberate about window length: too short, and you will undercount CTV’s contribution; too long, and you will over-attribute conversions that had nothing to do with the impression. For the model to work, CTV impression data must be integrated into the same attribution system as your other channels, so it can receive credit for assisted conversions. This is where CTV measurement partners play an important role, helping bring impression data into the broader attribution framework. ## Deploy Direct Response “Pixel” Mechanics Not every team has the bandwidth for identity graphs and full incrementality infrastructure. There’s a simpler approach that’s been around since early direct-response TV (DRTV), though, and it still works. Three tactical methods can provide more direct attribution: - QR codes displayed on screen give viewers a path to act while the ad is running. A scan creates a clean, direct signal: this person, this ad, this moment. - Vanity URLs — short, campaign-specific addresses like “yourbrand.com/tv” — capture intent from viewers who don’t scan but remember the URL. Visits to that page provide a much stronger signal that the response came from your CTV campaign. - Unique promo codes work especially well for e-commerce. A code tied to a specific campaign, such as “TV30,” can link checkout conversions back to the ad without relying on identity resolution software. These methods have limits — QR codes require a phone nearby, vanity URLs depend on viewer memory — but their biggest advantage is providing direct evidence. They connect exposure with action, without depending entirely on probabilistic matching or longer attribution windows. They offer a practical starting point for connected TV conversion tracking and can run alongside more sophisticated measurement approaches as your stack matures. ## Key Takeaways CTV is now a measurable performance channel, not just an awareness play. The infrastructure is in place: identity resolution, incrementality testing, multi-touch attribution, and direct response tactics are proven ways to measure CTV ROI. The key is recognizing that CTV measurement looks different from search and social. It relies on household attribution instead of individual clicks, view-through windows instead of last-click models, and incremental ROAS instead of raw return. For D2C and lead-gen brands, CTV is a far more accountable part of performance TV marketing than traditional TV ever was. Start with one method, validate it, and build from there. Brands that develop those habits early will be in a much stronger position as the channel scales. ## Frequently Asked Questions (FAQs) ### What is the best attribution window for CTV campaigns? Most D2C brands should consider starting with a seven- or 14-day view-through attribution window. It accounts for the lag between seeing a TV ad and visiting the site on another device. Brands with longer purchase cycles may extend to 30 days. ### Can I track CTV conversions in Google Analytics? Not directly. CTV is impression-based, so Google Analytics has no native way to attribute that traffic. Visitors driven by a streaming ad often show up as Direct or Organic Search, leaving CTV with no credit. To track it properly, you need a specialized CTV measurement partner or a direct-response mechanic, like a vanity URL or QR code. ### What is the difference between ROAS and incremental ROAS on CTV? ROAS measures total revenue divided by ad spend. Incremental ROAS measures only the revenue that would not have happened without the ad, usually by comparing an exposed audience against a holdout control group. On CTV, that difference can be significant because broad reach often includes people who would have converted anyway. --- ### How the Modern Performance Marketer Can Maximize Time Efficiently URL: https://www.taboola.com/marketing-hub/modern-performance-advertising-maximize-efficiency/ Last Modified: 2026-04-28 09:26:21 Performance marketing has entered a new phase, one where time rather than tactics separates brands that scale efficiently from those that stall. To discuss how advertisers can best allocate their time, energy, and internal resources in this shifting landscape, we sat down with Nadim Batista-Kuttab of Xevio, one of the world’s largest native advertisers. Nadim’s team manages millions in daily open web spend, giving them a unique vantage point into what actually drives growth, stability, and long-term profitability at scale. Today, the marketers who win are the ones who invest their time where it creates leverage. Platforms like Realize automate much of that mechanical labor, freeing performance teams to focus on creative iteration, funnel optimization, and lifetime-value growth. This shift has fundamentally redefined what “performance marketing work” should look like, and why the highest ROI comes from redirecting time away from platform manipulation and toward improving the user experience. ## The Shift in Focus: From Platform Settings to User Experience Ten years ago, scaling advertising required a relentless commitment to manual intervention. Marketers would toggle bids on individual sites dozens, sometimes hundreds, of times per day. Every hour brought new CPCs to adjust, new publisher patterns to evaluate, new pacing issues to resolve. Growth required constant watch, while stability required constant pressure. As Nadim describes it, “I was micromanaging bids on a site level hourly — thousands of adjustments a day just to squeeze out a couple percent more performance.” Since then, platforms like Realize have evolved from demand-side engines into predictive systems capable of handling auction-level decisions in real time. Automated bidding strategies like max conversion and target CPA dynamically determine optimal CPCs, freeing advertisers from tactical execution. Tools like Realize add an additional layer of intelligence by providing predictive signals, performance risk indicators, and automated policy clarity, reducing the time advertisers once spent manually troubleshooting campaign issues. “With max conversion and target CPA, you don’t have to set a CPC anymore,” says Nadim. This shift has significant implications: When AI automates the mechanical tasks such as bidding, pacing, and allocation, marketers gain the freedom to focus on the areas that provide compounding gains like the creative asset and the post-click journey. These are areas no algorithm can own entirely, because they rely on a brand’s voice, product value, psychological understanding of the user, and the ability to build persuasive digital experiences. ## The Two Core Leverage Principles As AI takes over low-value tasks, time becomes a strategic asset. The modern performance marketer must now invest their hours where the highest leverage sits: the advertiser’s own ecosystem. From Nadim’s perspective, the most leverage is going to be ad performance and post-click performance. Everything else, like bidding rules, micro-segment targeting, and publisher-level adjustments, should be deprioritized in favor of what directly shapes user behavior. Yes, AI can adjust bids, but it can’t improve your creative resonance. It can allocate budget, but it can’t rewrite your landing page. It can predict performance, but it can’t create emotional connection. ### Ad Performance and CTR The first leverage point is the ad itself — in other words, your creative. Every headline, image, and layout decision logically compounds downstream. A fractional improvement in CTR may not just increase traffic — it lowers effective CPC, increases audience reach, and improves the platform’s ability to learn faster. This is why Xevio never stops testing, even when performance is strong. Performance advertising is a creative-led ecosystem, which means that the algorithm may deliver traffic, but the click comes down to the ad. Nadim shares a simple but powerful operational rule when it comes to testing: “If you’re below five ads on top, always upload more — even iterations of winners.” Why? Because a 0.1% increase in CTR at scale can meaningfully shift the economics of the entire campaign. This is also where Realize provides additional value: Its creative-level attribution signals and predicted performance insights help identify which ads have breakout potential earlier, allowing operators to spend more time iterating on winning themes and less time sifting through raw data. When marketers allocate time here through testing more formats, challenging their assumptions and introducing new emotional angles, they unlock efficiencies the algorithm alone can’t create. ### Post-Click Performance The second leverage point, and often the most underestimated, is everything that happens after the click. This is where the deepest, longest-lasting ROI gains occur. Pre-click optimizations deliver incremental improvements, while post-click optimizations reshape the outcome of the entire model. When Xevio invests time into post-click performance, they focus on: - Content quality and depth. - User intent alignment. - Landing page clarity. - Frictionless form or checkout design. - Higher AOV opportunities. - Long-term LTV improvements. A small improvement in conversion rate can be more impactful than a similar improvement in CTR. As Nadim puts it, “We invest time where we have the most leverage — ad performance and post-click performance.” Improving post-click experience decreases CPA, increases LTV, and strengthens the algorithm’s ability to find high-value users. When Realize predicts which traffic segments are more likely to convert or flags potential drop-off patterns, it helps advertisers focus their time on the parts of the funnel most likely to generate returns. When marketers spend their time rewriting headlines, restructuring product pages, improving form flow, or rethinking the user journey, the downstream impact compounds across every future campaign. ## Optimizing the Post-Click Funnel for LTV Performance marketing used to be evaluated primarily on acquisition metrics: CPA, ROAS, CPC. But, in a world where AI bidding compresses short-term differences, long-term value (LTV) becomes the true differentiator. The post-click funnel is where LTV is created. Unlike traditional media, performance advertising on the open web provides extensive data on user behavior. You don’t have to guess whether landing-page changes improve profitability — instead, you can measure the effects in real time. With advertisers like Xevio seeing over two minutes of average time on page from Taboola content placements, optimizing this long-form engagement becomes one of the most valuable investments a performance team can make. ### Landing Page and Content Great landing pages do three things — provide clarity, create narrative momentum, and support decision-making. Open web audiences differ from social audiences because they arrive with the intent to consume content. They’re ready to read, evaluate, and think, not mindlessly scroll. This creates an opportunity to engage at a deeper level than traditional paid media channels. The goal is to maximize the long dwell time this delivers by structuring content that highlights value early, anticipates questions, demonstrates authority, reduces uncertainty, and makes conversion feel natural. Realize’s analytics help identify which content patterns correlate with higher possible conversion potential. By providing greater visibility into user behavior, it helps advertisers understand where to expand or refine their content flow. ### Lead Forms and Product Pages Forms and product pages represent the final step to conversion, and small improvements here can have a large impact, because at this point, potential revenue can turn into actual, tangible revenue. Performance teams should test areas such as: - Form length: Short vs. long, single step vs. multi-step. - CTA copy: Value-driven vs. action-driven. - Checkout layout: Streamlined vs. information-rich. - Page hierarchy: Benefits first vs. features first. - Trust indicators: Badges, reviews, guarantees. Ultimately, any improvements made come down to: Revenue = ( Traffic × Conversion Rate ) × Average Order Value The marketer’s job is to increase the multiplier effect of conversion rate and AOV. When those numbers shift upward, they increase the ROAS of the entire campaign. Realize contributes here by identifying which traffic segments produce stronger back-end performance, enabling advertisers to align creative, landing pages, and product experiences with the audiences most likely to convert at high value. ## The Importance of External Support and Knowledge Performance marketing may be more automated today, but it is not simpler. The platforms evolve quickly, policies shift, and competitive dynamics vary drastically by market. Nadim’s guidance for brands scaling from six to nine figures is direct: “It’s going to be a little bit biased, but get help. We’ve seen a lot of brands come and go because they didn’t have the right tools or the right people or the right knowledge.” ### A Faster Learning Curve Experienced account managers and specialized agencies see patterns that individual advertisers may never encounter. They understand the saturation point of a location and the realistic daily spend potential. They can also identify the early signs of data degradation, how quickly ad fatigue emerges, and when performance changes are caused by creative vs. competition vs. inventory shifts. The difference between spending $500 per day and $5,000 per day often comes down to whether you scale too quickly in a small geographic market, or misinterpret a temporary signal as structural decline. When you work with experts, the learning curve that creates many of these issues is significantly reduced. ### Validation Performance marketing is full of false positives, like ads that look strong early but collapse at scale, landing pages that convert well but suppress LTV, and audiences that click but don’t buy. Nadim points out that Taboola account managers can access predictive data on CPC, CPM, CTR, and spend ceilings. They can tell you how far a campaign can scale before diminishing returns set in. “Talk to your account manager to see what scale potential they have for a campaign,” he advises. This isn’t just operational advice, but risk mitigation: Brands avoid hundreds of thousands in wasted spend by verifying their assumptions before scaling aggressively. Realize helps here too, offering earlier detection of performance anomalies and clearer visibility into how policy or inventory constraints might affect campaigns. ## Key Takeaways Performance marketing is no longer defined by the advertiser who makes the most bid adjustments and is instead defined by the advertiser who allocates their time to the highest-leverage activities. This is where Realize helps support creative teams, by eliminating guesswork, improving predictive understanding, and reducing the need for manual platform diagnostics. Success is not determined by who spends the most, but by who spends the most intentionally, making time the ultimate performance lever. If you want to understand where your time is best invested, consult your Taboola account manager. They can help you evaluate your growth ceiling, validate your strategic approach, and ensure you’re putting your effort in the places that generate the highest long-term return. --- ### 8 Best Performance Platforms for Bid Optimization for 2026 URL: https://www.taboola.com/marketing-hub/best-performance-platforms-for-bid-optimization/ Last Modified: 2026-04-27 13:10:26 Bidding manually across campaigns at any meaningful scale is a losing game. By the time you’ve adjusted bids in one campaign, conditions in three others have already shifted. That’s why you need a bid optimization platform. These platforms — whether through rule-based automation, machine learning, or full predictive AI — help you make decisions faster and with more signals than any manual process can match. With so many options, choosing the right tools for your business can be overwhelming. This guide covers eight platforms worth considering, including what each one does well, and where it might not meet your specific needs. ## Best Performance Platforms for Bid Optimization Compared Platform Why It’s Essential Core Use Cases and Features Best for Pricing Model 1. Realize Performance-first bidding with integrated outcome-based pricing. Automated bid and budget optimization, performance goals, real-time adjustments. Performance advertisers focused on return on investment (ROI)-linked outcomes Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. Google Ads Largest search and display auction with automated bid strategies. Smart Bidding (Target CPA/ROAS), real-time auction bidding, search, video, and display. All advertisers seeking broad reach. Pay per click (PPC)/CPC/CPA. 3. Microsoft Advertising Secondary search channel with lower CPCs and Google import. Automated bidding, audience targeting, and LinkedIn profile data. Advertisers expanding beyond Google. PPC/CPC/CPA. 4. Optmyzr Rule-based automation and optimization for PPC accounts. Custom automation rules, bidding logic, audit, and reporting. Agencies and experienced PPC teams. From about $209/month. 5. Acquisio AI-powered bid and budget management with machine learning. Auto bidding, campaign automation, predictive analytics. Multi-account PPC managers and agencies. Custom/subscription. 6. Marin Software Cross-channel campaign optimization with AI bidding. Unified dashboard, automated bidding, performance forecasting. Mid-large advertisers and enterprise teams. Custom starts at about $500+/month. 7. Skai Enterprise-grade cross-channel bid and budget automation. Unified cross-channel management, predictive bidding, and budget pacing. Large advertisers and agencies. Custom enterprise pricing. 8. Birch Flexible automation rules for social and search ads. Custom triggers, budget automation, alerts, and reporting. Small and medium-sized businesses (SMBs) and agencies scaling cross-platform. From about $99/month. ### 1. Realize Why it’s essential: Realize is a performance-first advertising platform that utilizes deep learning and predictive AI to automate the bidding process across the open web. It’s designed to replace manual, labor-intensive bid adjustments with an outcome-based model, where the platform’s AI calculates the precise value of every impression in real time. Advertisers use Realize to bridge the gap between their conversion goals and the complex supply landscape of premium publishers, ensuring they remain competitive in auctions without overpaying. In practice, Realize is used to optimize bids toward specific performance KPIs such as CPA (cost per acquisition). By analyzing billions of real-time signals — e.g., device type, time of day, location, operating system — the platform dynamically adjusts bids for each individual user interaction. This allows brands to scale their media spend efficiently, while ensuring that budget is always flowing toward the opportunities with the highest probability of conversion. Showcased features: - Performance Simulator: Allows you to model different budget and bid scenarios to forecast potential conversion outcomes, before you commit any actual spend. - SpendGuard: An automated optimization algorithm that protects your budget by instantly blocking underperforming sites or creatives that don’t meet the efficiency benchmarks. - Maximize Conversions: Automated bidding strategy that prioritizes spend on users with the highest intent. - In-line recommendations: Delivers proactive AI-driven suggestions within the dashboard, to help you adjust your bid caps and targeting to unlock more scale. - Abby (AI performance expert): An integrated assistant that monitors campaign health and provides real-time fixes for delivery issues caused by restrictive bidding. Best for: Realize is best for performance marketers in high-competition industries like financial services, insurance, and e-commerce, who need to scale beyond social media without increasing their manual workload. It offers enterprise-grade automated bidding, handling the complexities of the open web auction environment out of the box. Pricing model: Performance-based model; campaigns billed on CPC basis, or cost per mille (CPM) for programmatic. Pros: - Automatically adjusts bids for every single impression, based on billions of data signals, to maximize conversions. - The Performance Simulator removes the guesswork from scaling, by using algorithmic modeling to demonstrate how bid increases directly drive changes in conversion volume. - SpendGuard ensures your bids are never wasted on non-converting placements. Cons: - The predictive bidding algorithms require an initial “warm-up” period and a baseline of conversion data to reach peak optimization. - The platform is heavily weighted toward automation, which may feel restrictive for traditional media buyers who prefer manual, granular control over every bid. - To optimize for high-value offline or deep-funnel conversions, a technical server-to-server tracking integration is required. ### 2. Google Ads Why it’s essential: Google Ads Smart Bidding is the most widely used automated bidding system in digital advertising. It has access to more auction-time signals than any third-party tool — including device, location, time, search query, audience membership, and browser — and it applies those signals to every single auction in real time. For advertisers whose customers search actively, no other platform can match the combination of intent data and bidding precision that Google brings to that moment. Smart Bidding works by setting bids automatically toward a defined goal: target CPA, target ROAS, maximize conversions, or maximize conversion value. The algorithm learns from conversion history and adjusts in real time, with no bid caps or manual adjustments required once campaigns are properly configured. Showcased features: - Target CPA bidding: Sets bids to get as many conversions as possible at or below your target cost per acquisition. - Target ROAS bidding: Optimizes toward conversion value, not just conversion volume, weighted by your historical revenue data. - Maximize conversions/value: Fully automated strategies that spend toward the most valuable actions within your daily budget. - Enhanced CPC: A hybrid approach that adjusts manual bids up or down based on the likelihood of conversion, for advertisers who want more control. - Bid simulator: Shows estimated performance impact of adjusting your Target CPA or ROAS targets before you commit to changes. Best for: Advertisers with strong conversion tracking in place and sufficient conversion volume for Smart Bidding to learn effectively. Campaigns with fewer than 30 conversions per month will see slower optimization. Best suited for search-intent campaigns where the signal quality of Google’s data has a clear performance advantage. Pricing model: PPC/CPC for search. CPM and Target CPA/ROAS across display, video, and Performance Max. Pros: - Unmatched auction-time signal depth across search, display, video, and shopping. - No minimum spend — accessible at any budget level. - Native integration with Google Analytics and first-party data tools. Cons: - Smart Bidding requires clean conversion data and enough volume to function well. - Performance Max limits visibility into how the budget is being allocated by channel. - CPCs in competitive categories have risen steadily, reducing efficiency for smaller advertisers. ### 3. Microsoft Advertising Why it’s essential: Microsoft Advertising runs on the same automated bidding logic as Google — target CPA, target ROAS, maximize conversions — but operates in a less competitive auction environment. That means the same Smart Bidding strategies often achieve lower CPCs with comparable intent signals, particularly for high-value demographics. Microsoft’s user base skews older, more affluent, and more desktop-heavy, which makes it a strong complement for campaigns where those demographics convert well. Showcased features: - Automated bidding (target CPA/ROAS): The same smart bidding strategies available in Google Ads apply to Bing’s search and audience network. - Enhanced CPC: Adjusts manual bids based on conversion likelihood and is compatible with Google Ads import. - LinkedIn profile targeting: Layer job title, company, and industry data from LinkedIn onto search campaigns for B2B targeting. - Google Ads import: Import existing Google campaigns directly, reducing setup time for advertisers expanding beyond Google. Best for: Advertisers looking to extend search coverage cost-efficiently, and B2B or fleet advertisers who benefit from professional audience targeting layered onto search intent. Pricing model: CPC and CPM auction bidding. Pros: - LinkedIn data integration is unique to this platform for B2B bid layering. - Google Ads import shortens campaign setup significantly. Cons: - Smaller search volume limits the ceiling on lead generation at scale. - Younger demographics are underrepresented in the user base. ### 4. Optmyzr Why it’s essential: Optmyzr sits between the automation of Google’s native Smart Bidding and the complexity of enterprise bid management platforms. It’s built for PPC professionals who want to layer their own logic on top of Smart Bidding — adjusting targets, applying custom rules, and automating the optimization work that happens between campaign launches and major strategy shifts. The Rule Engine is the core differentiator. It lets advertisers build conditional automation that fires based on any combination of performance metrics, external data, time triggers, or business signals. That’s a level of customization that Google’s native tools don’t offer, and that most enterprise platforms require a larger budget to access. Showcased features: - Rule Engine: Build custom bidding automation using if-then logic across any performance metric — CPA, ROAS, impression share — device, or external data sources like customer relationship management system (CRM) feeds. - Smart bidding optimization: Adjusts target CPA and target ROAS at the ad group level to improve bid efficiency without overriding Smart Bidding entirely. - Spend projection: Forecasts monthly budget pacing and flags overspend or underspend before it becomes a problem. - Hour of the week bid adjustments: Identifies top-performing time slots and automates bid adjustments based on historical conversion patterns. - One-click optimizations: Pre-built optimization strategies for common scenarios — pausing low-quality score keywords, adjusting bids for high-converting locations — applied across accounts in seconds. Best for: PPC agencies managing multiple Google Ads and Microsoft Ads accounts simultaneously, and experienced in-house teams that want automation with more control than Smart Bidding alone provides. Pricing model: Tiered subscription starting from approximately $209 per month, scaling with ad spend and account count. Pros: - Rule Engine allows a level of bid customization that native platforms don’t support. - Works across Google, Microsoft, and Amazon Ads from a single interface. - Reduces manual optimization time while keeping the advertiser in control of strategy. Cons: - Steep learning curve — the full feature set takes time to configure effectively. - Less suited for advertisers who want full AI automation, rather than rule-based control. - Cost scales with account complexity, which can get expensive for large agencies. ### 5. Acquisio Why it’s essential: Acquisio’s core product is its Turing AI — a machine learning engine built specifically for bid and budget management that’s been running and improving since 2012. It operates at high frequency, analyzing campaign data multiple times per day and making micro-adjustments to bids and budgets that manual management can’t match at scale. The platform is built for agencies managing large numbers of PPC accounts across Google and Microsoft. Its strength is automating the operational layer of bid management — the constant small adjustments that consume hours of manual work — so account managers can focus on strategy, rather than execution. Showcased features: - Turing AI: Acquisio’s proprietary machine learning engine runs more than 30 algorithms simultaneously to optimize bids, budgets, and pacing across campaigns throughout the day. - Budget distribution: Automatically reallocates budget across campaigns based on real-time performance, preventing overspend on underperformers. - KPI builder: Set custom performance targets at any level and let the platform optimize spend against them. - Unified account editing: Audit and edit multiple client accounts simultaneously from a single dashboard. - Predictive analytics: Forecasts campaign performance based on historical patterns and machine learning models, with no minimum historical data requirement. Best for: Digital agencies and local search engine marketing (SEM) resellers managing high volumes of accounts across Google and Microsoft Ads, who need 24/7 bid optimization without proportional headcount increases. Pricing model: Custom and subscription pricing; requires a sales conversation for current rates. Pros: - Turing AI has a long track record, with mature algorithms built on over a decade of PPC data. - High-frequency optimization catches performance changes faster than manual processes. - White-label reporting makes it practical for agencies presenting results to clients. Cons: - The platform interface has a learning curve, and onboarding can be slow. - Some user reviews note that overly aggressive bid automation can restrict impression volume. - Less relevant for advertisers who want transparency into every bid decision. ### 6. Marin Software Why it’s essential: MarinOne is built for cross-channel advertisers who need bidding that accounts for more than what Google or Meta sees in their own data. The platform’s Ascend suite uses machine learning to optimize bids using over 75 signals, including CRM data, offline conversions, seasonality, and third-party revenue signals that publisher-native bidding systems can’t access. The key differentiator is full-funnel bidding. Marin connects bid optimization to downstream events — not just the lead, but the closed deal — by integrating directly with CRM systems. For advertisers with long sales cycles or complex revenue attribution, that’s a meaningful advantage over platforms that optimize only to the first conversion event. Showcased features: - MarinOne bidding (Ascend): Incorporates more than 75 signals (including offline conversions, CRM data, seasonality, and competitive signals) to calculate optimal bids across channels. - Full funnel bidding: Optimizes bids toward downstream CRM events — qualified leads, opportunities, or closed revenue — not just initial form submissions. - Dynamic spend allocation: Machine learning reallocates budget across campaigns and channels based on marginal return, rather than just current performance. - Promo calendar bidding: Analyzes historical performance during sales periods and automatically adjusts bids for upcoming promotions. - Forecasting: Models the relationship between spend levels and predicted conversions or revenue, enabling informed budget planning. Best for: Mid-to-large advertisers running cross-channel campaigns with meaningful offline conversion data, particularly those in financial services, retail, or B2B with longer sales cycles. Pricing model: Custom pricing, typically starting at $500 per month. Pros: - Full funnel CRM integration allows bid optimization toward actual revenue, not just leads. - Transparent bidding calculations — you can see how bid decisions are made. - Strong track record for accounts with high keyword volume and complex attribution needs. Cons: - MarinOne’s interface has been consistently cited as less intuitive than the legacy platform. - The bidding algorithm can lag when adapting to rapid platform changes from Google or Microsoft. - High cost relative to feature value for smaller advertisers. ### 7. Skai Why it’s essential: Skai (formerly Kenshoo) is designed for enterprise advertisers and agencies managing campaigns across search, social, retail media, and app channels simultaneously. Its strength is unifying data from more than 100 publishers into a single interface and applying predictive bidding logic across all of them from one place. The platform’s Celeste AI assistant — built on Amazon Bedrock agents — allows users to interact with campaign data through natural language, surfacing insights and recommendations without navigating complex dashboards. For large teams managing multi-million dollar budgets across channels, that kind of analytical accessibility reduces the time between data and decision. Showcased features: - Cross-channel budget pacing: Monitors and adjusts spend allocation across search, social, and retail media to hit targets across all channels simultaneously. - Predictive bidding: Applies machine learning to real-time performance signals for automated bid adjustments across Google, Microsoft, Amazon, and social platforms. - Celeste AI assistant: A generative AI analytics agent that answers natural language questions about campaign performance, surfaces anomalies, and recommends optimization actions. - Retail media integration: Connects Amazon, Walmart, and other retail network campaigns with search and social data for full-funnel retail performance management. - Automated actions: Set conditional rules to trigger bid changes, budget adjustments, or campaign pauses based on any combination of performance metrics. Best for: Enterprise brands and large agencies running high-spend campaigns across multiple walled gardens simultaneously, particularly those with significant retail media investment alongside search and social. Pricing model: Custom enterprise pricing; standard plan reported at approximately $114,000 per year. Pros: - Best-in-class cross-channel data unification across retail, search, and social. - Celeste AI reduces the analytical workload for large teams without technical backgrounds. - Strong customer support quality. Cons: - Pricing makes it inaccessible for mid-market advertisers. - Interface complexity has a significant learning curve for new users. - Skai simply isn’t built for native discovery or content amplification like some of the other options on this list. ### 8. Birch (Formerly Revealbot) Why it’s essential: Birch is a rule-based automation platform for social and search advertisers who want more control over bid and budget logic than native platforms provide. Rather than full AI automation, it lets you define exactly when and how bids should change, by building conditional rules that run as often as every 15 minutes across Meta, Google Ads, and TikTok. It’s the right choice when you know your optimization logic and want to automate it precisely, without handing decision-making over to an algorithm you can’t inspect. Showcased features: - Rule engine: Build conditional bid and budget rules using AND/OR operators, nested conditions, and custom metrics — more flexibility than native automated rules allow. - Custom metrics: Create your own performance formulas and use them as rule triggers to enable automation based on business-specific KPIs, rather than platform defaults. - Auto-boosting: Automatically promotes top-performing organic posts to paid ads when they meet defined performance thresholds. - Bulk creation: Launch multiple ad variations simultaneously across campaigns and ad sets with centralized management. - Rule libraries: Pre-built automation templates for common scenarios — scaling winning ads, pausing budget drains, managing dayparting — applied in a few clicks. Best for: SMBs and agencies managing social and search campaigns that want precise, rule-based automation without a full AI handoff. Strong for teams with defined optimization logic that they want running continuously, without manual execution. Pricing model: Subscription starting from approximately $99 per month, scaling with ad spend. Pros: - Rule logic runs every 15 minutes — faster than native platform automation. - Custom metrics allow automation based on proprietary business data, not just platform metrics. - Accessible price point relative to enterprise alternatives. Cons: - Rule-based systems require manual updates when market conditions shift — they don’t adapt automatically. - No AI-driven audience discovery or creative optimization beyond what the rules define. - Most powerful for Meta campaigns; Google and TikTok integrations are less robust. ## More About Bid Optimization for Performance Advertisers ### How Does Automated Bid Optimization Work? Automated bid optimization replaces manual bid setting with algorithms that evaluate available signals at each auction and calculate the optimal bid for that impression. At the platform level, those signals include device, location, time of day, audience membership, search query, and conversion history. Third-party tools often add additional signals: CRM data, offline revenue, cross-channel performance, and custom business rules. The key variable is what the algorithm is optimizing toward, e.g., optimizing toward clicks produces different bids than optimizing toward purchases or toward closed revenue. The closer the optimization target is to the actual business outcome that matters, the better the bidding performs. That’s why full-funnel bidding — which connects bid decisions to CRM events downstream — consistently outperforms lead-only optimization for advertisers with longer sales cycles. ### Key Features of Bid Management Tools Automated bid strategies: Target CPA, target ROAS, and maximize conversions are table stakes. The more sophisticated platforms add custom goal types, multi-touch attribution inputs, and cross-channel target coordination. Budget pacing: Ensures spend is distributed correctly across the day, week, or month. Prevents early budget exhaustion that leaves campaigns dark during peak conversion windows. Forecasting: Shows predicted performance at different spend levels before you commit budget. Removes guesswork from scaling decisions. Rule-based automation: Conditional logic that fires bid or budget changes when defined thresholds are met. Most useful for applying business-specific logic that AI bidding can’t account for on its own. Cross-channel coordination: Manages bid targets across Google, Meta, Amazon, and retail media from a single interface. Prevents the inefficiency of optimizing each channel in isolation. ## Key Takeaways The right bid optimization platform depends entirely on where you’re advertising and what you’re optimizing toward. For open-web performance advertising outside search and social, e.g., Realize’s predictive AI and SpendGuard infrastructure are purpose-built for the auction complexity of premium publisher inventory. No single platform is the right choice in every scenario, though. The most efficient bid management strategy uses platforms where their data advantage is genuine — not where their marketing says it is. ## Frequently Asked Questions (FAQs) ### What is a bid optimization platform, and why do advertisers need it? A bid optimization platform automates the process of setting and adjusting bids in digital advertising auctions. Instead of manually managing bids, advertisers define performance goals — a target CPA, a target ROAS, or a maximum budget — and the platform calculates the optimal bid for each impression in real time. Advertisers need them because manual bidding at scale is both time-intensive and mathematically inferior. Algorithms can process more signals, react faster to performance changes, and run continuously without the resource constraints that limit human management. The difference becomes most significant at high account volume and in competitive auctions where bid precision directly affects both cost and conversion rate. ### How do pricing models differ across bid optimization tools? Platform-native tools like Google Smart Bidding and Meta Advantage+ are included at no additional cost, you pay only for ad spend. Third-party tools like Optmyzr and Revealbot charge a flat monthly subscription starting around $99 to $209 per month. Enterprise platforms like Marin Software and Skai use custom pricing, typically scaled to ad spend volume, often starting at $500 to $1,000 per month or more. Realize uses a performance-based model in which campaigns are billed on a CPC or CPM basis, with no separate platform fee. ### Can bid optimization tools replace manual campaign management? They can replace the execution of bid adjustments, but not the strategic judgment behind them. Setting the right optimization targets, structuring campaigns correctly, managing creative quality, and interpreting performance data still require human decision-making. Bid optimization tools handle the labor-intensive implementation layer: the constant micro-adjustments that manual management can’t keep up with. The most effective setups treat automation as a co-pilot, not a replacement for strategy. --- ### How Mail Domain Targeting Unlocks the New 'Search' on the Open Web URL: https://www.taboola.com/marketing-hub/how-mail-domain-targeting-improves-performance/ Last Modified: 2026-04-27 13:05:12 For performance marketers, the search mindset has always been the gold standard: reaching users exactly when they’re looking for a solution. But, over the past few years, search auctions have become significantly more expensive, pushing media buyers and CMOs to look for new environments where user intent is just as strong. One of the most overlooked places where this intent naturally exists is the inbox environment. Platforms like Realize give advertisers access to these kinds of high-intent placements. As founder and CEO of LeaderPrivate, a full-cycle affiliate marketing agency working with 400+ clients across mainstream dating, lead generation, and search arbitrage, I’ve seen mail-based display placements emerge as exactly that kind of environment. Especially within premium web environments, they combine two things that rarely exist together: high consideration intent and massive scale. When executed correctly, they can behave very similarly to search traffic, while offering the reach and creative flexibility of the open web. This is why many performance teams are starting to treat mail-based contextual bundles as a serious alternative channel, alongside traditional search. ## 3 Reasons Mail-Based Contextual Placements Can Rival Search Intent ### 1. From “Scroll Mode” to “Consideration Mode” Most advertising environments today operate in scroll mode. In social feeds, users are browsing for entertainment, distraction, or social updates. Ads interrupt that experience, which means conversion intent is often low or inconsistent. Inbox environments are different. When users open their email, they are typically managing tasks and decisions: reading invoices, confirming bookings, responding to offers, or organizing their schedules. In other words, they’re already operating in a consideration mindset. In this context, well-placed display formats, such as mid-page banners on desktop or tablet, feel less like interruptions and more like relevant offers appearing at the right moment. What makes platforms like Realize particularly effective here is that they don’t treat the open web as one big bucket. The ability to target specific contextual bundles means that for dating and search arbitrage offers, it’s possible to reach 600M daily active users in premium environments where they’re already in consideration mode. For performance advertisers, this shift from passive scrolling to active decision-making can translate into significantly stronger engagement and conversion behavior. ### 2. Hyper-Relevance Through Dynamic Localization Search advertising has always benefited from extreme relevance: A user searches for something specific, and the ad reflects that exact need. Modern display environments can now replicate part of this effect through dynamic localization and contextual personalization. Instead of running hundreds of manually segmented campaigns, advertisers can automatically insert location-specific messaging into headlines and creatives. In practice, the difference is significant. A single campaign can automatically localize headlines like “Find a Date in ” across hundreds of locations simultaneously. Combined with real-time compliance checking of dynamic headlines — a capability Realize offers natively — this approach helps stabilize campaigns that might otherwise underperform due to inconsistent creative relevance. This type of dynamic relevance dramatically increases the perceived personalization of the ad, while keeping campaign management scalable. For performance teams managing multiple geographies, it removes operational friction while maintaining search-like relevance at scale. ### 3. A More Stable Alternative to Social Volatility Another reason performance marketers are exploring inbox environments is auction stability. Traffic on social media has become increasingly unstable: In the past, performance was more evenly distributed throughout the day, but now, algorithm changes, audience saturation, and shifting competition often lead to: - Sudden CPM increases. - Inconsistent delivery. - Performance swings within the same day. Mail-based contextual placements tend to behave differently. Because the environment is tied to daily user habits, like checking email, managing communications, and reviewing notifications, traffic patterns are more predictable. For advertisers, this often results in: - More stable CPMs. - Consistent traffic flow. - Predictable performance trends. For teams trying to diversify away from heavy dependence on a single platform, this stability becomes strategically valuable. ## Why Native Email Inventory Is Still Undervalued Despite these advantages, many media buyers still underutilize inbox-based display inventory. One reason for this is operational complexity, since running campaigns in these environments requires a deeper understanding of: - Audience targeting. - Creative adaptation. - Timing and frequency. - Contextual alignment. Without the right targeting strategy, it’s easy to burn the budget quickly. Successful advertisers typically approach the channel differently: Instead of launching small tests, they allocate meaningful experimentation budgets and run structured creative testing across multiple formats. Once the right combinations are identified, campaigns can scale efficiently. ## Creative Formats That Work Best in the Inbox Environment Since users in inbox environments are in a more attentive mindset, creative quality matters more than volume. Several formats consistently perform well: ### Motion Display Ads Subtle animated elements within standard display units (such as 300×250 or 300×600) help attract attention without disrupting the browsing experience. Motion creates visual contrast while keeping the ad lightweight and native to the page. ### Vertical Video Carousels Short-form vertical videos originally designed for social platforms can be repurposed into display carousels on the open web. This allows advertisers to tell a deeper story while maintaining the visual language users are already familiar with from mobile platforms. ## Scaling with API-Based Automation To fully unlock the potential of high-intent contextual placements, performance teams increasingly rely on automation and real-time optimization. Instead of manual campaign adjustments, advertisers can use tracking integrations and rule-based bidding to: - Increase bids on high-performing contextual bundles. - Pause underperforming segments quickly. - Reallocate budget dynamically as conversions appear. This approach allows marketers to treat contextual display inventory more like search campaigns, where data continuously drives optimization decisions. ## Key Takeaway: Intent Is About Context, Not Just Keywords For years, performance marketing equated intent with keywords typed into a search bar. But, intent also exists in environments where users are actively managing their lives and decisions. Inbox ecosystems are one of those environments. By combining contextual targeting, localized creative relevance, high-impact display formats, and scalable open-web reach, mail-based placements offer a powerful alternative for marketers looking to expand beyond traditional search and social. As acquisition costs continue to rise across major platforms, exploring these high-intent contextual environments may become one of the most effective ways to diversify traffic sources while maintaining strong performance outcomes. --- ### 10 Best Performance Platforms for Motion Ads in 2026 URL: https://www.taboola.com/marketing-hub/best-performance-platforms-for-motion-ads/ Last Modified: 2026-04-23 11:22:06 Today’s digital marketers must battle for a prospect’s attention, which is won or lost in milliseconds. While static display ads have long been an industry standard, we’ve seen how the shift toward motion ads — dynamic, short-form video and looping visuals — is redefining performance. Motion ads are now a must-have strategic tool that can break through banner blindness and simplify complex solutions through visual storytelling. Performance-driven marketers face a serious challenge beyond creating the content, however: choosing the right environment to host it. Walled gardens like Meta and Google? High-intent retail networks? Independent programmatic giants? The choices abound, and the platform marketers choose dictates their brand’s reach, data quality, and cost per acquisition (CPA). This guide explores the top performance platforms for motion ads, breaking down the essential features, costs, and metrics needed to drive meaningful conversations in a movement-first digital landscape. ## 10 Best Performance Platforms for Motion Ads: At a Glance Platform Why It’s Essential Core Use Cases and Features Best for (Performance Advertisers) Pricing Model (Indicative) 1. Realize Performance‑aligned motion and video activation and optimization. Key performance indicator (KPI)‑tied motion/video campaign execution, automated optimization, real‑time performance alignment. Performance teams focused on motion/video ROI. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. Google Display and Video 360 (DV360) Enterprise‑grade programmatic buying of video and motion formats across screens. Omnichannel motion video ads, real‑time bidding, advanced targeting. Large performance advertisers and agencies. Programmatic spend‑based. 3. The Trade Desk Independent demand-side platform (DSP) with strong video/motion inventory and analytics. Programmatic motion/video ad buying on the open web plus connected TV (CTV) and mobile. Performance marketers needing deep control and cross‑channel delivery. Custom enterprise contracts. 4. Amazon DSP (Video) Programmatic video display leveraging shopping and behavioral signals. Motion video ads on Amazon properties and third‑party inventory. E‑commerce advertisers and motion‑centric campaigns. Cost per one thousand impressions (CPM)/spend‑based. 5. SpotX (Video Ad Platform) Global video advertising platform for programmatic motion ads. In‑stream and out‑stream video delivery, VAST (video ad serving template) compliance. Advertisers needing scalable video placement across inventory. Custom/spend‑linked.6. 6. Vibe.co Self‑serve and managed video ad platform with performance focus. Streaming and CTV motion/video ad inventory. Small to medium-sized businesses (SMBs) to large advertisers targeting premium video environments. Custom/spend‑based. 7. MGID Native performance and programmatic platform, including motion/video formats. Targeted motion ads and rich media in native placements. Performance advertisers wanting alternative reach. CPM/performance‑linked. 8. Epom (Video/Display Ad Server) Video ad server and rich media delivery with templates. VAST‑compliant video ad serving, analytics, multi‑format support. Advertisers and networks managing motion ad fleets. Subscription/template‑based. 9. Meta Video ad tools (via its Ads platform) Massive reach for short‑form motion ads on social feeds. In‑feed video ads, Stories, Reels, dynamic motion creatives. Performance advertisers focused on social video. CPC/CPM/CPA via platform 10. TikTok for Business  Short‑form motion ads with strong engagement and creative formats. Branded motion videos, dynamic creative kits, performance metrics. Brands targeting user‑generated motion content. CPC/CPM/CPA via platform. ### 1. Realize Why it’s essential: Realize is an AI-powered performance advertising platform that utilizes short, looping motion-based creatives to capture user attention and drive engagement across native environments. It’s designed specifically for consideration and conversion goals, allowing advertisers to stand out in a user’s feed through dynamic, visually-driven storytelling that blends seamlessly into premium publisher content. Advertisers use Realize to transform static imagery into dynamic native formats, such as short videos or GIFs, which run without sound and continuously loop. This approach is used to enhance campaign performance by adding subtle movement to creatives, which has been shown to deliver measurable lifts in click-through rates (CTR) and conversion rates (CVR) without requiring a completely new campaign setup. Showcased features: - GenAI Motion Ads: Utilizes short looping video or GIF assets to capture attention in-feed and drive significant improvements in both click-through and conversion rates. - GenAI AdMaker: Creative suite that includes AI image generation and more, to create and optimize both static and high-quality motion assets tailored to specific advertiser goals. - Social Importer: Quickly repurposes existing video creatives from social platforms like Facebook and Instagram into optimized display formats for the open web. - Vertical ads: Supports mobile-first video formats that allow paid social marketers to reuse existing vertical assets to reach incremental audiences in premium environments. - Carousel ads: Allows for the inclusion of multiple interactive cards in a single ad unit, which can feature flexible creative options including GIF and video assets. Best for: Realize works well for performance-driven brands in highly visual or competitive sectors that need to increase user engagement without high production costs. It should be of high interest to marketing teams with minimal video resources, as the platform’s AI tools can automatically generate motion from static images, making it a powerful solution for brands that currently have limited internal creative support. Pricing model: Performance-based model; campaigns billed on cost-per-click (CPC) basis, or cost per one thousand impressions (CPM) for programmatic. Pros: - Proven performance lifts: Motion ads on the platform can drive an average 20% higher conversion rate compared to static formats. - Automated creative generation: GenAI Motion Ads swiftly generates original motion assets directly within the ad creation flow. - Easy campaign integration: Motion assets can be added to any existing campaign and are optimized in the same way as standard static ads. Cons: - Muted video: Motion ads run without sound to maintain a non-disruptive user experience, which encourages brands to prioritize strong, visual-first storytelling. - Fallback image requirement: Each motion asset requires a static fallback image to ensure your campaign achieves maximum reach across all global publisher placements and device types. - Impact-focused duration: Assets are designed for high-impact engagement, and so keep a cap of 15 seconds’ duration for the ads to ensure rapid load times and better performance on mobile networks. ### 2. Google Display & Video 360 (DV360) Why it’s essential: As the enterprise-tier arm of the Google Marketing Platform, DV360 provides a centralized command center for programmatic motion and video campaigns. It’s essential for marketers who need to manage the entire media-buying funnel within a single ecosystem. The platform’s integration with the Google tech stack allows advertisers to do sophisticated audience modeling, and also allows advertisers to buy premium video inventory across nearly every digital screen. DV360 provides a centralized gateway to premium publisher inventory and exclusive private marketplace (PMP) deals, with an inventory that includes 70+ exchanges, private marketplaces, and premium publishers. The platform enables marketers to move beyond basic bidding toward a more nuanced, data-driven approach. Its value lies in its advanced audience frameworks that use first-party data and solid integration between media buying and measurement tools. Showcased features: - Omnichannel motion support: Seamlessly manage video formats across social, web, connected TV (CTV), and digital out-of-home (OOH) from one interface. - Real-time bidding (RTB): Advanced algorithms evaluate millions of video impressions per second to secure the most relevant placements for your budget. - Automated bidding: Uses Google’s machine learning to optimize motion ad delivery based on specific performance goals, like completed views or conversions. - Marketplace and deals: Direct access to premium publishers and curated video bundles to ensure high-quality, brand-safe environments. Best for: DV360 works best for large enterprise performance advertisers and global agencies requiring high-level transparency, scale, and consolidated reporting across multiple regions and channels. Pricing model: Programmatic spend-based; typically involves a platform fee plus media costs. Pros: - Wide reach: Access to Google’s exclusive inventory, including YouTube, and a vast network of premium publishers. - Data integration: Native connection with Google Analytics 4 (GA4) for a closed-loop view of the customer journey. - User review: “I like the breadth and precision of the targeting.” Cons: - Complexity: The steep learning curve may require dedicated specialists or agency management. - Minimum spend: Generally carries higher entry barriers and spend commitments compared to self-serve platforms. - User review: “This can be very expensive for smaller teams, a budget that could be invested in other strategies.” ### 3. The Trade Desk Why it’s essential: The Trade Desk is the leading independent demand-side platform (DSP), offering a transparent alternative to walled gardens. It’s essential for performance marketers who prioritize data sovereignty and want to reach audiences across the web. The Trade Desk excels at cross-channel motion ad delivery, allowing advertisers to maintain a unified view of prospects as they follow potential customers from a mobile video clip to a long-form CTV ad, then to a desktop conversion. The platform uses Unified ID 2.0 to maintain a cohesive view of the customer journey across all devices. An automated optimization engine analyzes data in real time and shifts budgets toward specific groups most likely to convert. Showcased features: - Kokai™ AI: This powerful AI engine analyzes data in real time to suggest optimizations for video campaigns, helping to lower CPAs. - Planner tools: Enable marketers to map out optimal reach and frequency across different video formats, before dipping into ad spend. - Identity alliance: Advanced cross-device tracking that identifies users across screens, without relying solely on third-party cookies. - CTV and premium video: Diverse inventory of high-definition streaming content that facilitates big-screen storytelling with digital performance tracking. Best for: The Trade Desk is best for performance marketers and mid-to-large agencies that need granular control, deep analytics, and the ability to buy video inventory outside of Google and Meta. Pricing model: Custom enterprise contracts; typically a percentage of ad spend. Pros: - Objectivity: The Trade Desk’s independence means it doesn’t favor its own inventory and focuses on what performs best for the advertiser. - Advanced attributions: Strong capabilities in measuring how video views influence offline or cross-device conversions. - User review: “I like the platform's data-driven targeting and reporting capabilities. The precise targeting and detailed reporting help me reach the right audience, track performance in real time, and make quick optimizations that improve ROI.” Cons: - High barrier to entry: Typically requires significant monthly minimum spends and long-term contracts. - Self-managed: Requires a high level of expertise to navigate and optimize effectively. - Lower variety: The Trade Desk doesn’t own its own media inventory or consumer data, putting it at a disadvantage to Google, Meta, and Amazon. ### 4. Amazon DSP (Video) Why it’s essential: Amazon DSP offers a unique advantage that no other platform can match: closed-loop shopping data. By leveraging real-time behavioral signals from millions of Amazon customers, performance marketers can serve motion ads to people based on what they buy, not just what they browse. This capability makes Amazon DSP an essential tool for e-commerce and brands that want to target professional buyers based on their historical purchasing patterns and intent. Showcased features: - Exclusive inventory: Run motion ads across Amazon-owned properties like IMDb, Twitch, and Fire TV, plus a wide network of third-party publishers. - First-party audience insights: Target users based on in-market segments, like those currently shopping for enterprise software. - Streaming TV ads: Access to high-quality motion placements on Prime Video and live sports backed by Amazon’s robust attribution. - Responsive e-commerce creative: Automatically generates video ad layouts that can include product details, ratings, and Add to Cart buttons right in the player. Best for: E-commerce brands, manufacturers, and advertisers who sell products or services directly related to intent-based shopping behaviors. Pricing model: CPM spend-based: available via self-service or Amazon-managed service. Pros: - Purchase attribution: Directly link video views to actual sales on the Amazon platform. - High-intent data: Access to the world’s most powerful database of consumer and professional buying habits. - Supports two video ad types: In-stream video ads play before, during, or after content; out-stream video ads play within non-video content (social feed or in an article). Cons: - Walled garden: Analytics are largely confined to the Amazon ecosystem. - Creative standards: Amazon has strict guidelines for video quality and content that may require more production effort. - Steep learning curve: Easy to make mistakes if you don’t have training; may need to hire a partner. ### 5. SpotX (Acquired by Magnite) Why it’s essential: Following its acquisition by Magnite, SpotX has become one of the world’s largest independent video ad exchanges. It’s essential for advertisers who need a specialized, video-first infrastructure. Unlike generalist platforms, SpotX was built to handle the technical complexities of programmatic motion ads like VAST/VPAID compliance. It ensures your video assets play perfectly across thousands of different publisher environments and devices. Showcased features: - Global video exchange: A massive marketplace of premium in-stream (within video content) and out-stream (between paragraphs of text) placements. - Advanced CTV solutions: Tools specifically designed to navigate the fragmentation of the connected TV market. - Server-side ad insertion (SSAI): Delivers a seamless, TV-like experience for motion ads by eliminating buffering and ad-blocker interference. - Audience management: Allows advertisers to layer their own first-party data over SpotX’s premium video inventory for precise targeting. - Best for: SpotX is best for scalable video campaigns where advertisers must reach a broad but high-quality audience across diverse digital environments. Pricing model: Custom/spend-linked; programmatic bidding via CPM. Pros: - Technical excellence: Superior ad delivery tech that reduces broken ads and slow loading times. - Inventory quality: Strong emphasis on brand safety and direct relationships with top-tier publishers. - Customer support: Good customer support that includes 24/7 live access via phone or online. Cons: - Video only: Not a one-stop shop for other formats, like display or search. - Platform fragmentation: Since it’s now part of the larger Magnite ecosystem, navigating SpotX's specific toolset can sometimes be confusing for new users. - User review: “The Reporting feature still lacks precision and takes a very long time compared to other platforms. Usually, every month-end or start, we face issues in scheduled reports, which delay our reporting plans.” ### 6. Vibe.co Why it’s essential: Vibe.co is democratizing the CTV landscape by making streaming video ads accessible to brands of all sizes. It’s essential for performance advertisers who want the benefit of TV advertising and the agility of social media ads. The platform removes traditional barriers to entry in TV, like huge minimum spend requirements and complex negotiations. Marketing teams can launch streaming motion ads in minutes. Showcased features: - Self-serve CTV platform: An intuitive interface allowing users to upload video assets and set live campaigns on premium channels like ESPN or Hulu. - Real-time reporting: Track performance metrics like CPA and return on ad spend (ROAS) in real time, just like you can on Meta or Google. - Granular targeting: Target audiences by zip code, interest, or specific TV apps and genres. - Budget flexibility: No minimum spend requirements; marketers can test CTV with smaller performance budgets. Best for: Vibe.co is great for small-to-medium businesses (SMBs) and agile performance teams who want to test the effectiveness of high-impact streaming video without a massive upfront commitment. Pricing model: Custom/spend-based; generally operates on a CPM model with a user-friendly bidding system. Pros: - User-friendly: It’s perhaps the easiest-to-use platform for CTV, requiring almost no programmatic knowledge. - Low entry barrier: Makes big screen advertising accessible to brands with modest budgets. - User review: “The most helpful thing about Vibe is the ease to upload, execute, and report on campaigns.” Cons: - Inventory scope: While premium, the inventory focuses more on streaming apps than the broader open web display. - Limited creative services: Unlike some competitors, advertising teams must generally provide their own finished video assets. - User review: “Limited customization, control, and reporting.” ### 7. MGID Why it’s essential: MGID is a leader in native performance advertising. Because the platform offers a natural way to introduce motion ads to users, it’s perfect for advertisers who find that consumers are ignoring their traditional banner ads. By placing motion ads within the recommended content sections of high-traffic news and lifecycle sites, MGID captures users in a discovery mindset. The result? Higher engagement rates for informational or B2B content. Showcased features: - Native video placements: Motion ads that look and feel like part of the publisher’s editorial content, reducing ad blindness. - AI self-serve platform: An easy-to-use dashboard with built-in AI tools to help optimize headlines and motion assets for performance. - Contextual intelligence: Automatically matches your motion ad to the most relevant article content to ensure high user interest. - Smart widget technology: Dynamic ad units that can adapt their layout and motion behavior based on the user’s device and behavior. Best for: MGID is best for performance advertisers seeking alternative reach outside of search and social, especially those in top-of-funnel lead generation or content marketing. Pricing model: CPM or performance-linked (CPC); budget-friendly for testing. Pros: - High engagement: Native formats often see much higher click-through rates (CTRs) than traditional display ads. - Global reach: Access to a vast network of international publishers; great for global B2B campaigns. - Customer support: 24/7 tech and account support. Cons: - Traffic quality: Like many native networks, it requires diligent monitoring to filter out lower-quality clickbait-style sites. - Conversion friction: Since users are often in a reading mode, converting them immediately to a sale can prove more challenging than on high-intent platforms. - Hidden costs: Uses fixed bidding, which means you could miss premium traffic. ### 8. Epom Why it’s essential: Epom serves as a robust backbone for advertisers who want to build and manage their own ad ecosystem. It’s essential for those who need a high degree of customization in how they serve their motion ads. This ad server gives marketers the tools to host, serve, and track complex rich media and video formats across any chosen platform or partner. Showcased features: - VAST/VPAID compliance: Supports all industry-standard video serving protocols, ensuring compatibility with any external video player. - Rich media templates: A library of ready-made motion ad formats (like video sliders or interactive banners) that don’t require heavy coding. - White-label capabilities: Allows agencies to rebrand the platform as their own internal ad-serving solution. - Cross-channel frequency capping: Manage how many times a user sees your motion ad across different websites and apps to prevent ad fatigue. Best for: Epom is best for ad networks, large-scale advertisers, and agencies that manage a vast fleet of motion assets and need total control over the technical delivery. Pricing model: Subscription-based (flat fee) or volume-linked (based on impressions). Pros: - Total control: Marketing teams own the data and delivery logic. - Format flexibility: Excellent support for unconventional motion formats beyond the standard MP4 video. - User review: “The platform helps our team effectively manage retargeting campaigns, increasing our conversion rate.” Cons: - Technical management: Requires more hands-on technical work to set up and maintain, compared to a simple DSP. - No built-in audience: Unlike Amazon or Meta, Epom is a tool to serve ads; marketers must bring their own media placements or publisher relationships. - User review: “Creating a platform profile might take some time for newcomers.” ### 9. Meta Video Ads (Facebook/Instagram) Why it’s essential: Meta remains the undisputed king of short-form social motion. It’s essential because of its sheer volume and the passive intent data it collects. Meta’s ability to serve a 15-second motion ad in anyone’s Instagram Stories or Facebook feed, tailored precisely to user interests and behaviors, is one of the most effective ways to drive quick, measurable conversions. Showcased features: - Advantage+ Creative: An AI suite that automatically crops, brightens, and optimizes your video assets for every placement (feed, Reels, Stories). - Reels ads: High-engagement, vertical motion formats that tap into the fastest-growing consumption trend on the platform. - In-feed video: Seamlessly integrates motion into the user’s social scroll; ideal for short explainer clips. - Lead forms: Video ads that can trigger an instant, pre-filled lead generation form without the user leaving the app. Best for: Meta Video Ads is best for performance advertisers focused on high-speed testing, social engagement, and driving direct leads or sales through short, impactful motion. Pricing model: Auction-based (CPC/CPM/CPA); highly flexible daily budgeting. Pros: - Ease of use: The most advanced self-serve tools in the industry, making it easy for one person to manage a global campaign. - Massive scale: Reach nearly any demographic in the world through a combination of Facebook and Instagram. Cons: - Ad fatigue: High-frequency social environments mean motion assets can burn out quickly, requiring constant creative refreshing. - Privacy shifts: Changes in mobile tracking (like Apple’s ATT) have made attribution slightly more challenging than in years past. - Rising costs: Robust competition on the platform has driven up ad costs, with 2025 benchmarks showing double-digit increases in CPM and lead-generation expenses. ### 10. TikTok for Business Why it’s essential: TikTok is the primary home of sound-on motion. It’s essential because it has redefined how users consume video. What’s out? Polished commercials. What’s in? Authentic, high-energy, user-generated content. TikTok provides an opportunity for marketing teams to use motion ads that don’t feel like ads, which leads to engagement levels and viral potential nearly impossible to replicate on other platforms. Showcased features: - Spark Ads: Allows brands to boost existing organic video content, maintaining the authenticity of a native post while adding performance tracking. - TikTok Creative Center: Provides real-time data on trending songs and motion styles to help marketing teams build ads that fit the current vibe. - Interactive add-ons: Features like voting stickers or gift code stickers can layer over motion ads to drive engagement. - Dynamic creative optimization: Automatically tests different combinations of video clips and music to find the best-performing hook. Best for: TikTok for Business is best for brands targeting younger professionals (think Gen Z and millennials) and for those who can produce high-energy, authentic, and sound-driven motion content. Pricing model: Auction-based (CPC/CPM/CPA); low minimums for starting. Pros: - Unmatched engagement: Users spend more time on TikTok than on almost any other app, and they’re conditioned to watch videos with the sound on. - Cultural relevance: Allows brands to appear modern and human through less formal motion content. - Social commerce integration: A wide array of creative formats complemented by integrated shopping features shorten the customer journey from discovery to checkout. Cons: - Production demand: Content that works on LinkedIn or YouTube often falls short on TikTok; you must create specific, high-energy assets for this platform. - B2B maturity: While growing rapidly, the professional targeting segments aren’t yet as granular as those on LinkedIn or Google. - Brand safety: The platform’s evolving content moderation landscape requires advertisers to carefully manage placements to prevent creative authenticity from sacrificing brand safety or reputation. ## More About Motion Ads in Performance Advertising Motion ads, ranging from short-form loops and cinemagraphs to full-scale video explainers, have shifted from nice-to-have creative assets to essential performance drivers. Whether you have long sales cycles or complex concepts to convey, motion provides a sensory layer that static imagery can’t match. The primary advantage of motion today is its ability to compress information into high-impact, scroll-stopping moments that qualify leads before someone even clicks. ### What Are the Key Features of a Performance Ad Platform? A platform is only as good as its ability to optimize for the bottom line. If you want to incorporate motion ads into your marketing strategy, a top-tier platform should offer: - AI-driven creative optimization: The ability to automatically assemble different assets (video clips, headlines, and CTAs) to find the highest-converting combination for specific audience segments. - Precise targeting: Granular filters — like job title, seniority, and company size — ensure that you won’t waste expensive video impressions on non-decision-makers. - Cross-device attribution: Tracking that follows a user from a mobile view on a morning commute to a desktop conversion at the office. - Dynamic asset scaling: Support for multiple aspect ratios (9:16 for mobile/social, 16:9 for desktop/YouTube) to ensure the motion remains high quality, regardless of where it appears. ### The Average Cost for Video Advertising on Top Platforms Costs vary significantly based on industry and target audience, but 2026 benchmarks for performance advertising show the following trends: Platform Average CPC (cost per click) Average CPM (cost per 1,000 impressions) Primary B2B Strength LinkedIn $5.26 $30.00 - $50.00 Decision-maker targeting. Google $2.00 $2.00 - $10.00+ High intent and awareness. YouTube $0.18 $15.00 - $30.00 High intent, awareness, problem solving. Meta (FB/IG) $1.86 $10.00 - $23.00 Retargeting and reach. ### Key Metrics for Measuring Motion Ad Performance Instead of focusing on vanity metrics like total views, performance marketers should focus on: - Video completion rate (VCR): Tells you if your content is actually holding viewers’ attention, or if the hook is failing. - Conversion rate by view-through: Measuring how many users converted after watching the ad, even if they didn’t click immediately. - CPA: How much it costs in ad spend to secure a single lead or sale. - Scroll-stop ratio: The percentage of people who saw the first three seconds of your motion ad, versus those who scrolled on past. ## Key Takeaways Motion ads have transitioned from a cool, fun-to-have gimmick, to strategic tools that counteract banner/ad blindness, elevate brand awareness, and simplify complex concepts more effectively than static imagery. Modern platforms, like Realize and Meta, use Generative AI to automatically transform static assets into high-converting motion loops, enabling even teams with limited video resources to compete at scale. Choosing the right platform depends on your data needs and goals, but whichever you choose, performance marketers must prioritize the first three seconds (scroll stop ratio) and view-through conversions to understand how motion influences the long-term customer journey. ## Frequently Asked Questions (FAQs) ### What exactly are motion ads in performance marketing? Motion ads include any digital advertisement using motion to convey a message. Unlike traditional brand videos, motion ads in performance marketing are specifically designed to trigger an action. They often use captions, fast-paced editing, and clear CTAs to move a prospect through the funnel. They focus on metrics like CTRs and lead generation, as well as raising brand awareness. ### How do motion ad platforms differ from static display platforms? The primary difference lies in engagement and data. Motion ad platforms can handle heavy data loads and provide metrics like play time and interaction rate. Motion-first platforms use AI to read the video content and identify which specific scenes drive the most conversions, which facilitates more sophisticated A/B testing than a single static image. ### Should performance advertisers use motion ads on all channels? While motion is powerful, it’s best to use it strategically rather than universally. Text still dominates high-intent channels like Google Search, while discovery channels like Meta, LinkedIn, and YouTube benefit from motion. A balanced strategy uses motion at the top and middle of the funnel to build desire. Static ads work well for final retargeting reminders once the prospect has familiarity with the brand. --- ### A Modern Advertiser's Guide to Open Web Attribution URL: https://www.taboola.com/marketing-hub/attribution-measurement-on-the-open-web/ Last Modified: 2026-04-12 14:48:01 Today’s consumers take complex journeys across multiple channels, with limited exposure to any one particular ad. For marketers, that means that the conversion path is fragmented, and it can be hard to connect the dots. Since users engage through various offline and untrackable online touchpoints (like billboards, word-of-mouth recommendations, or shared links), marketers cannot get a full view of the journey. Without that data, it’s impossible to accurately measure campaign impact or assign a reliable score for their contribution to the final purchase. Performance marketers and advertisers are navigating these shifts and looking for new ways to capture insights into attribution to understand which tactics and strategies are working. Open web advertising offers lots of new possibilities, but requires a novel way of approaching attribution measurement. Here, we’ll take a deeper look at the trends affecting performance marketing attribution, and how modern performance advertisers can adapt and succeed. ## Attribution Challenges for Performance Advertisers Attribution isn't just a technical challenge — it's a critical business necessity. Marketers need accurate attribution models to know which campaigns are actually working and to effectively allocate their budget toward the most promising target audiences. Without a clear view of outcomes, or at least a serious effort to create a clear view, you risk wasting money on ineffective campaigns or, worse, misinterpreting data and funneling funds into activities that appear successful, but are ultimately meaningless. Here are the key challenges marketers are facing today: ### 1. Fragmented Customer Journeys Customer journeys are no longer linear, and they vary widely across touchpoints and devices. Consumers have more options than ever for researching and purchasing products, which leads to complex paths that can be very challenging to track. Without a full view of the journey, attribution can be incorrect, which can hurt the bottom line. ### 2. Privacy and Data Restrictions With the adoption of GDPR and other new privacy standards, performance marketers must pay close attention to regulations when capturing and using customer data. While first-party data — information collected directly from your own users — is generally considered the most future-proof foundation for high-performance targeting, it isn’t the sole path forward. Marketers can also still leverage broader data ecosystems for personalization by ensuring they have a valid lawful basis, e.g., consent, under frameworks like GDPR. As major players like Google continue to maintain support for third-party cookies (for now, at least), balancing owned data with privacy-compliant third-party signals is still a viable route for reaching new audiences on the open web. ### 3. Cross-Device and Cross-Platform Measurement In addition to regulatory changes, the future of third-party cookies continues to flip-flop, so it’s become much more challenging to plan effective tracking of user interactions across multiple devices and platforms. It’s common to have gaps in conversion tracking, making it harder for marketers to analyze data and, ultimately, to prove ROI. ## Attribution on Open Web vs. Walled Gardens The “walled gardens” of Google, Meta, and others are digital ecosystems run by a single company, which controls data measurement and access. Walled gardens offer precision within their own ecosystem due to deep first-party data, but they create silos and attribution conflicts. In addition, walled garden attribution models tend to over-attribute and may skew the credit toward a single platform. These platforms differ quite a bit from open web options for marketers, so their attribution models also differ dramatically. Open web attribution brings more opportunity to unify data points across various digital touchpoints, which is essential as customer journeys become more complex and user fatigue grows. Here’s an overview of the differences between open web and walled-garden approaches: Characteristic Open Web Walled Gardens (Google/Meta) Ecosystem Diverse, open. Closed loop. Data Third-party cookies. First-party data reliance. Transparency and flexibility Using various tools and platforms is possible. Limited visibility into raw data. ## Characteristics of Open Web Attribution Models ### Diverse Ecosystem The open web consists of countless publishers and ad tech partners, making it a fragmented environment for tracking. ### Reliance on Third-Party Data Historically, the open web has relied on third-party cookies for cross-site tracking, but there remains a lot of indecisiveness about their future, making them tough to build future plans around. ### Transparency and Flexibility Advertisers can choose the attribution tools and platforms they prefer on the open web, instead of relying on the proprietary tools from closed systems. That allows for more flexibility and transparency in how data is collected and analyzed. ## Characteristics of Walled Garden Attribution Models ### Closed-Loop Systems These platforms have their own logged-in user bases, allowing them to track user behavior and conversions within their ecosystem with high accuracy. ### First-Party Data Reliance Walled garden platforms rely heavily on their extensive first-party data to attribute conversions, which is less affected by third-party cookie restrictions. ### Limited Visibility Advertisers using these platforms have limited visibility into the raw data and must rely on the platform's reported metrics, which can make it difficult to compare performance across different channels. ## What to Prioritize to Ensure Robust Attribution on the Open Web Like any other digital channel, the success of open web projects ultimately hinges on performance. Every business should define its own key performance indicators (KPIs), but the top priority is always the tangible business outcome, such as generating leads, sign-ups, or actual revenue. The most frequent error marketers make is over-relying on a single attribution model, which risks skewing results and leading to flawed conclusions. When you’re building an attribution model for the open web, consider combining that with marketing mix modeling (MMM) and incrementality testing for best results. These three methodologies — advertiser-owned model; MMM; and incrementality testing — are complementary, and when you combine them in a unified framework, they provide the most comprehensive, accurate, and actionable view of marketing performance. Each methodology answers different questions and compensates for the others’ limitations. The open web offers a ton of opportunity, but you’ll need a solid strategy and the right technology to quickly test, learn, and optimize. As you’re planning for this new paradigm, both in strategy and choosing a platform provider, make sure to consider these key areas and what’s needed for your business: ### Flexible Conversion Tracking Mechanisms Without third-party cookies, there are a few ways to track user movement and behavior to understand where they’re converting. First-party pixel solutions put a small snippet of code (the pixel) onto a website to directly capture information on what pages a user visited, time spent on page, purchases made, and more. Server-to-server (S2S) capabilities offer another option to track and gather data in lieu of third-party cookies. These tools share data about app or web activity between two servers, eliminating the need for cookies or other embedded measurement tools. ### Comprehensive Attribution Models Open-web attribution requires the full picture of user behavior, so consider your attribution model options carefully. Ideally, your campaigns can support various models, such as click-through and view-through conversions, depending on your goals. Timing data will also be important; use customizable attribution windows, such as 30-day click-through or 24-hour view-through. These metrics are often much richer and more useful to performance marketers than what legacy systems can offer. ### Seamless Third-Party Integration With the wealth of options on the open web, it’s possible to capture data from many sources. Make sure the platform you choose can integrate with a wide variety of partners, particularly if you plan to use multiple tools. Data transparency will make a big difference in quickly capturing and acting on data. ### Segmentation and Targeting With open web attribution becoming more common due to privacy concerns and complex customer journeys, advertising platforms have developed new features for efficiency and better results. Look for automated audience generation, which automatically creates audiences for remarketing and lookalike targeting. Also explore the option of exclusion capabilities, which give marketers the ability to use conversion data to exclude existing customers from campaigns. This is a key feature for efficiency and budget management. ## Getting Started With Open-Web Attribution The open web may seem like a wild world to explore, but it can provide greater control and more effective ad campaigns for marketers, plus more opportunities to capture first-party data and use it wisely. --- ### How Gambling Brands Can Capture Attention and Drive FTDs URL: https://www.taboola.com/marketing-hub/drive-first-time-deposits-performance-campaigns/ Last Modified: 2026-06-28 05:05:25 If you watched the Super Bowl — or really, any major sporting event these last few years — you’ve encountered an advertising blitz of gambling apps, websites, and services. It’s not just during the actual game, either, as searching for anything sports-related, like stats and scores, will bring up banners, text-based ads, and more. This means that the World Cup will be an absolute whirlwind: not just for the players on the pitch, but for gambling brands trying to capture a few seconds of attention in a sea of digital distractions. Winning that “share of screen” is a high-stakes game of its own. To help you cut through the noise, we’ve tapped into the expertise of our lead performance pros at Realize, advertising account manager Ana Ligeiro and advertising sales manager Rafael Saboia. They live and breathe the iGaming and sports betting world, helping global brands grow by using smart predictive modeling and fresh creative ideas. By breaking down their work with successful partners like Brazilian iGaming platform Bet7k, we’ve identified four proven ways to help your brand take the lead during the big tournament. ## 4 Ways Gambling Brands Can Capture Attention and Drive Sign-Ups During the World Cup ### 1. Leverage GenAI to Break the “Static” Noise During the World Cup, sports fans are scrolling through a mountain of content. If your ad is just a flat, static image, it’s likely to get ignored (that’s what we call “banner blindness.”) To win the click, you need to disrupt that scrolling pattern with a bit of movement. The Strategy You don’t need a massive production budget to introduce action: By using Realize’s GenAI AdMaker, you can take your existing “raw” photos — like a simple shot of a stadium, or a player — and add subtle motion. Think flickering stadium lights, or grass turf kicking up. “You can use this quick fix and it will work perfectly,” advises Ligeiro. “In fact, there are massive betting companies that rely solely on these adjustments. You simply extend the image and let the AI work — you don’t even need to put a request in with your designer.” In terms of the creative itself, Marllon Angelis, of Bet7k, agrees that authenticity beats high-end editing, saying that, “The ‘raw’ creative is what sells: The more Photoshop you have, the worse it performs.” Why It Works Using AI-enhanced motion ads acts as an instant boost to primary performance, quickly and easily making imagery more dynamic while ensuring it’s still “authentic” enough to bypass ad blindness. ### 2. Own the Auction with “Championship” Campaign Structures If you want to grow, you need to go where the action is. Setting up dedicated campaigns specifically for the tournament (also known as Championship/Campeonatos structures) is like putting your best players on the field. Data shows these specific setups can drive nearly 20% of a brand’s total sign-ups during the tournament. A single flagship tournament creative featuring a brand mascot can drive approximately 10% of total sign-ups alone. The Strategy Use Maximize Conversions bidding. Think of this as an automated assistant that ensures your ad is always visible when fans are most active. “100% of our betting clients are running Maximize Conversions,” explains Ligeiro. “It ensures you’re always inside the auction — it’s the magic formula for betting brands.” While this may sometimes seem more expensive at first, it pays off over time. “The cost-per-acquisition was higher, but the user lifetime value was much better,” Angelis notes. “The Realize user is different.” Why It Works When you stay competitive in the auction during those peak moments, you’re doing more than just getting seen — you’re connecting with a higher tier of users across the open web. These aren't just “one-and-done” casual players, they’re the kind of high-value fans who stick around for the long haul, which is exactly what keeps your long-term return on ad spend (ROAS) growing. ### 3. Maximize Efficiency Through Aggressive Remarketing The World Cup moves fast. Someone might click your ad during halftime, get distracted, and forget to finish their sign-up. Remarketing is your way of giving them a friendly nudge to come back. The Strategy Use remarketing to catch this “lost” traffic with lower-friction messaging. A clear, direct “PLAY NOW” call-to-action (CTA) works well. In top-performing setups, this specific button drives virtually all conversion volume. “Remarketing is a campaign type that delivers excellent CPAs,” Ligeiro points out. “If acquisition costs are high, we apply Target CPA to significantly improve efficiency.” Indeed, Bet7k saw massive success here, sharing that, “When I ran remarketing, the FTD (first-time deposit) cost was approximately 11% of the average lead cost. It’s an extremely positive result for the house.” Why It Works Giving a direct “Play Now” nudge to warm leads — those folks who’ve already checked you out — is a total efficiency win. It’s much cheaper to get them across the finish line than starting from scratch with a brand-new audience, plus it helps you bring in a much higher volume of sign-ups overall. ### 4. Drive Relevance with Dynamic “Smart” Personalization Fans want to feel like you’re talking directly to them. By using dynamic macros, your ads can automatically update based on where the user is or what day it is. The Strategy Integrate dynamic parameters such as “The favorite in ${city}$” or “${dayofweek}$ is your lucky day!” in your ads. It’s simple to create this withicn Realize. When building your campaign, insert specific placeholders into your headlines. Realize then does the heavy lifting, swapping those tags for the reader’s real-time info the second the ad appears on their screen. It’s an easy way to turn a broad message into a local, timely invitation without any extra manual work. “The user who comes through Realize is much more qualified — we’re a constant in the user journey,” says Saboia. “Sometimes, a user sees an ad on Meta, but Realize is always there in their journey.” Why It Works Think of personalization as a way to close the gap between a user and your brand. When your ad feels local and hits at exactly the right time, it puts the user in the right frame of mind. This makes the move from catching up on sports news to actually making a deposit feel like a natural next step, rather than a jarring interruption. ## The Strategy In Action In mid-2025, Bet7k, a leading Brazilian online casino, made the strategic decision to shift from focusing on first time deposit cost per acquisition (FTD CPA) to optimizing their campaigns towards return on advertising spend (ROAS). While this change aligned better with long-term user value, the campaign’s early results didn’t meet expectations, prompting the team to explore new creative approaches. Using Realize GenAI AdMaker, Bet7k tested subtle motion to specific creatives within their existing Max ROAS campaign, making the imagery more dynamic and capturing attention more effectively in placements across the open web. The impact was immediate: The AI-enhanced motion ads drove the strongest performance within the entire campaign on both FTD CPA and ROAS, demonstrating the important role creative innovation can play even in already performance-optimized setups. ### Why This Worked Motion drives attention: Subtle animation helped the creative to stand out on busy publisher sites and increase engagement in competitive open web environments. AI-enhanced creative testing: Realize’s AI tools enabled rapid experimentation and enhancement of existing creatives without heavy production lift. Creative as a performance lever: Even in the mature campaigns, fresh creative formats unlocked incremental gains, while pairing motion creative with a Max ROAS campaign amplified performance-focused outcomes. ## Key Takeaways For World Cup success, remember the four following rules: - Motion is mandatory: Static ads get lost in the World Cup noise. Use AI to add subtle motion to “raw” photos. Authenticity captures more eyes than heavy editing. - Bid for visibility: Use Maximize Conversions bidding within tournament-specific campaigns to stay competitive when traffic spikes. - Retarget aggressively: Don’t let interested users slip away. Use remarketing with a bold “PLAY NOW” CTA to win back users who dropped off mid-game. - Personalize at scale: Use dynamic macros to make your ads feel timely and relevant to each specific user, fostering a stronger connection and driving higher-quality sign-ups. ## Frequently Asked Questions (FAQs) ### Why should I prioritize motion-based creatives over static banners for high-traffic events? During big tournaments, fans are so locked into scores and news that they often tune out plain, static banners, a phenomenon known as banner blindness. Motion, on the other hand, acts as a pattern interrupt that snaps their attention back to your ad, which usually has a higher click-through rate (CTR) and lower cost-per-click (CPC). For high-performance campaigns on the open web, tools like Realize GenAI AdMaker make this a breeze by letting you quickly add movement to your already successful images. It’s an easy way to see an immediate performance lift without the long wait of traditional video production, ensuring your ads stay as current as the daily World Cup updates. ### How do I maintain a stable CPA when competition and bidding costs spike during the World Cup? It’s common for advertisers to experience auction shock during the World Cup, where sudden spikes in competition send ad prices through the roof. To keep your budget in check, the best move is to split your spending between reaching new audiences and using high-efficiency remarketing to bring back previous visitors. This balance helps average out your costs so you aren’t overpaying for every sign-up. When running high-performance campaigns with Realize on the open web, we recommend using the Maximize Conversions bidding strategy, along with Target CPA guardrails. Think of this as a smart assistant that knows exactly when to lean in: It bids aggressively for fans who are most likely to convert, but automatically holds back on less promising impressions. This keeps your costs stable and your efficiency high, even during the most action-packed moments of the tournament. ### Is it better to target sports fans directly, or broader lifestyle audiences? Targeting sports fans directly seems like a no-brainer, but it’s also the most expensive way to play. That’s why savvy advertisers search for “lookalike” audiences or specific interest groups: think news, finance, or even gaming. In these pockets of the web, competition is usually much clower, but the desire to place a bet is still very much alive. For more advanced campaigns, Realize uses Predictive Audiences to find high-value users based on their actual reading habits. This allows you to reach potential bettors on premium news and entertainment sites, catching them in a headspace where they aren’t already being bombarded by ads from every other brand in the business. --- ### Audience Targeting in CTV: Solving Fragmentation Challenges for Performance Marketers URL: https://www.taboola.com/marketing-hub/targeting-and-fragmentation-in-ctv-campaigns/ Last Modified: 2026-04-12 14:19:55 Connected TV, or CTV, is a big opportunity for performance marketers to find and engage with new audiences. CTV is video content delivered through internet-enabled devices like smart TVs or streaming devices, and includes streaming services like Netflix, Hulu, and Apple TV. It offers the precision of digital matched with the impact of television, and it’s a huge market: 70% of US consumers stream content across multiple platforms. That said, connected TV targeting challenges can be daunting. Advertisers today are used to the streamlined ecosystems of search and social, but CTV is very fragmented: it’s essentially a system of walled gardens, disparate devices, and data siloes. Measuring return on ad spend (ROAS) for CTV can easily become a nightmare for performance marketers. Since connected TV is closely related to OTT (or over-the-top advertising, which refers to video ads delivered directly to viewers over the internet on streaming platforms), the advertising challenges are similar for both, although OTT ads can also include mobile or desktop ads. This guide explores the targeting and fragmentation challenges facing performance teams, and identifies the strategies needed to turn CTV into a measurable growth channel. ## Why CTV Fragmentation Kills Performance Campaigns (And How to Fix It) The connected TV marketing segment offers a lot of promise and can be lucrative for advertisers, but CTV audience fragmentation presents a big challenge. Fragmentation shows up as a series of data siloes across original equipment manufacturers (OEMs), publishers, and operating system (OS) providers, making it different from other siloes, e.g., simply a high volume of apps. For marketers and advertisers working in CTV, these siloes can easily lead to budget waste through unmanaged frequency. Instead of setting and forgetting ad buys, teams should use a CTV frequency capping tool to limit the number of times a user or household sees a specific ad on streaming services over a set period of time. This helps to prevent ad fatigue and optimize budgets. ## Identity Crisis: Targeting Households Without Cookies When adding CTV to a performance marketing strategy, there’s a technical shift from the 1:1 pixel tracking that has traditionally captured user behavior, to IP-based household targeting. Household-level targeting is a digital ad capability that matches postal addresses with IP addresses to deliver ads to a specific home across phones, TVs, and laptops. It’s a way to send digital mail directly, without using cookies. To bridge the gap between TV exposure and mobile conversions, marketers can use identity graphs and deterministic data. This CTV identity resolution is essential for gaining a unified view of households or viewers without cookies. CTV identity graphs are databases that create a cohesive view of a user or household profile using devices, apps, and other fragmented user identifiers. This enables advertisers to match their customer email list with the identity graph to target users on streaming platforms. Deterministic data for CTV is first-party, accurate data that users provided, like email addresses, login IDs, or device IDs. This information allows advertisers to identify individual users or households for CTV advertising with privacy-compliant targeting and accurate attribution. ## Overcoming Measurement Blind Spots in a Fragmented Ecosystem As you’re exploring any new advertising channel, unified measurement and metrics should be top of mind, and that’s no different with CTV. But, CTV performance marketing measurement brings unique challenges. You may know that a majority of consumers are watching connected TV, and the ads that pop up, but it isn’t as straightforward to understand how users are engaging with or acting on those ads. This contrasts with walled garden options like Google and Amazon, which make cross-screen attribution easy for performance marketing teams. Connecting big-screen views to small-screen actions, also known as cross-device attribution, is the primary job of CTV performance marketers. Cross-device attribution in CTV relies on two solutions: automatic content recognition (ACR) and incrementality testing. ACR technology samples content at the screen level to identify viewing habits, using audio and visual fingerprints. Advertisers can measure viewership as well as target or retarget specific audiences and manage ad frequency. CTV incrementality testing, also called lift testing or causal impact analysis, puts users into test and control groups to see how many actual conversions were driven by ads. It quantifies the lift by comparing conversion rates to demonstrate whether CTV ads led to new sales, or simply captured organic ones. ## Consolidating Your Ad Buy: Programmatic vs. Direct IO In addition to tackling the measurement challenges of CTV, it’s important to understand programmatic CTV vs. direct IO — the buying methods for CTV advertising. Direct IO is the more traditional method, a direct agreement between an advertiser and publisher to buy premium inventory at a fixed price and time. Because it isn’t flexible and works only with one publisher or service, direct IO increases fragmentation. A programmatic DSP, or demand-side platform, is a more modern method of buying streaming ad inventory, and generally better suited for CTV performance marketers. A programmatic DSP software platform automates the buying of streaming ad inventory for smart TVs and apps with real-time bidding that’s informed by data. Advertisers can target specific audiences instead of buying broad linear TV spots. These platforms also allow for unified frequency control and dashboard management, which marketers will find similar to social platform dashboards. Leading CTV providers like Paramount Advertising and LG Ad Solutions have adopted Realize’s performance marketing tools to drive performance, by retargeting users across smart TVs and personal devices using audience matching. This functionality helps marketers use their budgets more wisely and move beyond awareness advertising into performance-driven marketing. ## Key Takeaways CTV is a newer market for many performance marketers, but modern ad platforms and strategies can help marketers get control over the frequency and attribution of placements, allowing for household level targeting. While it’s a fragmented market, with multiple services and publishers, marketers can shift to household identity graphs and programmatic consolidation for better results. ## Frequently Asked Questions (FAQs) ### How does audience fragmentation affect CTV campaign performance? Audience fragmentation in CTV creates data siloes, making it harder to see if you’re reaching the same person across different apps. Without a unified view, it’s easy to overdo the frequency of ads, wasting spend and complicating measurement. It’s difficult to calculate a true cost per acquisition (CPA) or return on ad spend (ROAS) without trustworthy attribution data. ### Can I target specific audiences on CTV like I do on Facebook? It’s possible to target specific audiences on CTV, though the method differs from targeting on a platform like Facebook. Instead of tracking user pixels, use identity graphs to target households. These databases target new audiences based on IP addresses, first-party data, and third-party segments, like auto-intenders. ### What is the best way to track conversions from CTV ads? Tracking conversions and measuring ROAS on CTV requires different methods than other types of performance marketing campaign measurement. Users can’t click on a TV ad, so you should track CTV performance with cross-device attribution. This is the best way to track conversions from CTV ads, since it links the IP address of the TV that showed the ad to the mobile device or laptop where the purchase eventually occurred. Deterministic data can also help build a more comprehensive view of CTV ad performance. --- ### 9 Best Performance Platforms for Ad Spend Optimization in 2026 URL: https://www.taboola.com/marketing-hub/best-platforms-ad-spend-optimization/ Last Modified: 2026-04-12 13:08:45 Performance advertisers don’t lose money because they “picked the wrong channel.” They lose money because budget decisions lag behind reality. Yesterday’s winners keep spending, today’s losers keep leaking, and the team can’t see the shift until the invoice hits. That’s why ad spend optimization tools have evolved in two directions: - Native, channel-specific automation (e.g., Meta’s Advantage+), where the platform reallocates spend inside its own ecosystem. - Independent optimization layers (e.g., Realize, Madgicx, Optmyzr, Revealbot, Trapica, Adzooma, Wrench.AI, Fluency), which help marketers forecast, enforce rules, or automate decisions across accounts and sometimes across channels. Below is a practical guide to the leading platforms for ad spend optimization, including what they’re best at, what to watch out for, and how they map to real performance workflows. ## Best Platforms to Optimize for Ad Spend Compared Platform Why It’s Essential Core Use Cases and Features Best for (Performance Advertisers) Pricing Model (Indicative) 1. Realize Predictive performance and spend optimization beyond basic rules. AI‑driven budget optimization, performance forecasting, and publisher placement insights. Advertisers needing AI‑powered spend decisions with broader inventory. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. Adzooma Free and all‑in‑one PPC management with spend insights. Campaign audits, budget tracking, performance alerts. Small to mid‑sized advertisers optimizing spend across Google, Meta, and Microsoft. Free tier plus paid upgrades. 3. Fluency AI operating system that unifies spend optimization cross‑platform. Centralized ad campaign oversight integrated with major platforms. Advertisers and agencies seeking fully automated cross‑platform optimization. Custom enterprise (emerging). 4. Meta Advantage+ Native AI budget optimization inside Meta ecosystems. Automated budget distribution and creative optimization. Facebook and Instagram campaign spend optimization. Included with ad spend (no separate software fee). 5. Optmyzr Rule‑based and automated spending workflows. Automated bid management, budget pacing, one‑click bulk optimizations. Agencies and advertisers with complex multi‑account pay-per-click (PPC) needs. Subscription (starts higher tier). 6. Revealbot Cross‑platform budget automation and alerts. Rule‑based spend optimization and automated campaign actions. Advertisers needing 24/7 automated budget management. Subscription-/usage- based. 7. Trapica AI-automated bidding with budget allocation across channels. AI targeting, bidding, and spend allocation reducing CPAs. AI‑light optimization for mid‑market campaigns. Custom-/usage- based. 8. Wrench.AI Predictive audience and spend insights. Predictive analytics and audience segmentation to inform budget shifts. Multi‑platform ad spend insights and optimization. Custom tiers. ### 1. Realize Why it’s essential: Realize is an AI-powered performance advertising platform designed to help brands scale beyond the walled gardens of search and social. It serves as a strategic command center for the open web, using predictive algorithms to identify high-intent users across thousands of premium publishers. By shifting from manual bid management to an automated, outcome-based model, Realize ensures that every dollar is directed toward the placements and audiences most likely to convert. You can use Realize to eliminate inefficient spend. The platform is used to automate complex bidding tasks, simulate budget impacts before they are implemented, and dynamically adjust creative delivery based on real-time performance signals. This allows advertisers to maintain a profitable ROAS even as they scale their media buy into new, less saturated environments. Showcased features:  - Performance Simulator allows you to test different budget and bid scenarios to forecast potential outcomes before committing actual spend. - SpendGuard, an automated optimization algorithm, continuously monitors campaign health and blocks underperforming sites or creatives to prevent wasted budget. - Pacing Health Score provides a real-time visual indicator of how well your budget is being utilized, helping you identify and fix delivery bottlenecks instantly. - Maximize Conversions uses deep learning to adjust bids for every single impression in real-time, focusing spend on the users with the highest probability of conversion. - Delivers AI-driven suggestions directly within the dashboard to help you optimize bids, targeting, and creative assets for better efficiency. - Integrated AI assistant (Abby) that provides proactive guidance on budget allocation and helps troubleshoot campaigns that are not meeting spending targets. Best for: Realize is best for performance-driven brands and agencies — particularly in sectors like e-commerce, finance, and insurance — that have reached a point of diminishing returns on Meta and Google. It’s the ideal solution for growth teams that need sophisticated AI to manage large-scale open web campaigns without the overhead of a massive internal media-buying team. Pricing model: Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. Pros: - Automated Waste Reduction: Proprietary tools like SpendGuard proactively identify and eliminate low-value traffic to protect your margins. - Data-Driven Forecasting: The Performance Simulator removes the guesswork from scaling by showing exactly how budget changes will impact your CPA. - Superior Open Web Reach: Accesses exclusive, first-party data signals from premium publishers that aren’t available through standard programmatic exchanges. Cons: - Minimum Data Thresholds: The most powerful AI optimization features typically require a consistent baseline of conversion data to function at peak efficiency. - Full Tracking Adoption: Reaching maximum visibility on user journeys and feeding high-quality data to the algorithm requires an initial setup of both the Taboola Pixel and S2S (server-to-server) tracking; however, once established, it becomes a powerhouse solution for long-term spend efficiency. ### 2. Adzooma Why it’s essential: Adzooma is a practical, accessible layer for auditing accounts, tracking budgets, and surfacing optimization opportunities across Google, Microsoft, and Meta, especially for small-to-mid teams. Showcased features: - Campaign audits to identify waste and structural issues. - Budget tracking and performance alerts. - Cross-channel visibility without heavy setup. Best for: Small and medium-sized businesses (SMBs) and lean teams that want quick wins and guardrails across major PPC platforms. Pricing model: - Free: Features include monthly PPC performance reports; monthly opportunity analysis; monthly SEO/web metrics reports; one SEO profile; one web metrics profile; unlimited ad accounts; budget tracking; education; and one user seat. - Silver: Features include weekly reports; visibility into all available opportunities; five SEO profiles; five web metrics profiles; unlimited user seats; performance report branding; and priority support for $69 a month. - Gold: Features include all the features of free and silver tiers; daily reports; unlimited SEO profiles; unlimited web metrics profiles; unlimited ad accounts; budget tracking; education; unlimited user seats; performance report branding; and priority support for $179 a month. Pros: - Fast time-to-value: Great “sanity checker” for accounts. - Low barrier to adoption: Useful when resources are limited. Cons: - Not a replacement for a senior media buyer: It surfaces issues; it doesn’t define strategy. - May feel lightweight for complex enterprise portfolios. ### 3. Fluency Why it’s essential: Fluency frames itself as a “digital advertising operating system” that centralizes and automates workflows across major channels by reducing operational drag and enabling scalable budget and campaign management from one interface. Showcased features: - Unified workflow layer across channels. - Automation for launches, bulk changes, notifications, and operational execution at scale. - Roadmap includes more agentic/AI-driven optimization positioning (per recent coverage). Best for: Agencies and enterprise teams where operations is the bottleneck: many accounts, many locations, many campaigns, lots of repetitive work. Pricing model: Pricing is based on a percentage of ad spend or a fee per individual ad account. It’s tailored to the organization’s size, scaling from pilot projects to enterprise-wide solutions, and requires a personalized consultation for a quote. Pros: - Massive operational leverage: Particularly for bulk management and cross-channel execution. - Centralization reduces error and time cost: Useful when campaign volume is huge. Cons: - Enterprise onboarding reality: OS-level changes take time, training, and stakeholder buy-in. - May be more ops-centric than “pure performance AI,” depending on your use case. ### 4. Meta Advantage+ (Native) Why it’s essential: Advantage+ is Meta’s native automation suite for budget distribution and optimization inside Facebook/Instagram. In short: Meta reallocates spend across ad sets to maximize results using its internal performance signals. Showcased features: - Automated budget distribution across ad sets. - Optimization tied directly to Meta’s delivery system and signals. Best for: Anyone running meaningful spend on Meta who wants simpler campaign management and algorithmic budget allocation without extra software. Pricing model: An automated, performance-based model where AI optimizes budget, audience, and placements in real time to maximize results. Included with ad spend (no separate tool subscription fee). Pros: - Native advantage: Uses Meta’s deepest internal auction and delivery signals. - Low friction: No vendor onboarding — just configuration. Cons: - Ecosystem limited: It can’t optimize your Google/open web spend. - Control trade-off: You give up some manual allocation precision for algorithmic efficiency. ### 5. Optmyzr Why it’s essential: Optmyzr is built for advertisers and agencies who need structured, rule-based PPC workflows at scale, especially across multiple accounts and complex Google Ads portfolios. Showcased features: - Automated bid management and budget pacing workflows. - One-click bulk optimizations for repetitive account work. - Tooling geared for large PPC operators managing many accounts. Best for: Agencies and in-house teams with multi-account Google Ads complexity. Pricing model: - Essentials: Up to 25 accounts, includes keyword, search query, and ad optimizations; Performance Max (PMax) optimizations and insights; account audits and performance reports; budget monitoring; performance monitoring and key performance indicator (KPI) alerts; data insights and custom strategies for $209 a month. - Premium: Offers unlimited ad accounts, and includes all the features above, plus shopping/PMax retail campaign management; Campaign Automator (one free account); PPC vertical benchmarks; multi-account/cross-platform budget management, dashboards and reports; smart placement exclusions; daily automations for shopping, reports and optimizations; two 30-minute onboarding sessions; and one personalized video training session every six months for $272 a month. - Enterprise: Offers unlimited ad accounts and all of the features above, plus custom data integrations and solutions; access to Optmyzr API on request; Okta Single Sign-On (SSO); a dedicated account manager; and monthly training sessions and check-ins. Pricing is available upon request. Pros: - Operational leverage: Turns senior strategy into repeatable automation templates. - Great for governance: Rule-based controls reduce “random walk” account changes. Cons: - Set-up overhead: You need to define rules, thresholds, and exceptions well. - Less “black-box AI magic,” more “power tools”: That’s a pro for some teams, a con for others. ### 6. Revealbot (Birch) Why it’s essential: Revealbot (now branded as Birch) is purpose-built for 24/7 rule-based automation that offers the kind of always-on guardrails performance teams use to prevent overspend, catch anomalies, and enforce pacing discipline. Showcased features: - Cross-platform rules and automated actions (pause, scale, adjust budgets, notify). - Alerting for performance shifts and delivery issues. - Automation logic that mirrors how media buyers actually operate. Best for: Advertisers who want always-on budget protection, especially when campaigns run continuously or across time zones. Pricing model: - Essential: Features include workspaces with overview; post boosting; reports; activity page; integration with Slack; and support via email for $45 a month. - Pro: Includes all the Essential features, plus automated rules and strategies; Explorer; Launcher; top audiences; custom metrics and timeframes; custom and lookalike audience builder; integration with Slack, Google Sheets, AppsFlyer, Hyros, etc.; support via live chat for $91 per month. - Enterprise: Includes all the Pro features, plus onboarding help; tech setup help; premium support; no limits and no overages apply. Pricing available upon request. Pros: - Reliable guardrails: Great for preventing “silent waste.” - Easy to align with standard operating procedures (SOPs): If your team already has playbooks, rules map cleanly. Cons: - Rules are only as smart as your inputs: Bad thresholds can lead to bad automation. - Requires ongoing maintenance: New offers, new funnels, new creatives mean new logic. ### 7. Trapica Why it’s essential: Trapica positions itself as an AI automation layer for targeting, bidding, and budget allocation, reducing CPA while scaling across multiple paid channels. Showcased features: - AI-driven targeting and bidding automation. - Budget allocation across channels. - “Autopilot” approach for teams that want lighter operational lift. Best for: Mid-market advertisers who want AI-forward optimization without building complex in-house automation. Pricing model: Custom/usage-based (typically quote-driven). #### Pros: - Automation-first posture: Built to reduce hands-on bidding and targeting work. - Cross-channel intent: Designed to operate across multiple ecosystems. #### Cons: - Less transparent pricing: Quote-based models can slow evaluation. - Requires clean conversion data: As with any AI optimizer, measurement quality dictates results. ### 8. Wrench.AI Why it’s essential: Wrench.AI is positioned around predictive analytics and audience segmentation, helping teams decide where to shift budget by improving the quality and actionability of audience insights. Showcased features: - Predictive analytics for segmentation and performance insights. - Multi-platform data ingestion options (varies by implementation). - Audience intelligence to inform allocation and personalization. Best for: Teams who are strong on execution but want a sharper decision layer, especially where segmentation and customer relationship management (CRM)-like understanding can improve spend efficiency. Pricing model: Pricing is primarily volume-based, generally costing between 3 cents and 6 cents per output for services like segmentation, data appending, and analytics, with base subscriptions starting around $500 per month. It’s designed to scale with usage, offering tailored, higher-tier, or enterprise-level pricing. Pros: - Stronger audience-to-budget logic: Helps move beyond “last-click winners.” - Good complement to activation platforms: Especially if you’re aligning spend with segments. Cons: - Not purely a bidding tool: You still need execution systems to act on insights. - Integration effort varies: Depends on your data environment and goals. ## More on Optimizing Ad Spend on Performance Campaigns ### What Is ROAS and How to Improve It ROAS measures revenue generated per dollar spent on advertising, commonly calculated as revenue attributable to ads ÷ ad spend. Here are some best practices: - Fix measurement first: If conversion value is missing or inconsistent, ROAS optimization becomes guesswork, especially for automated bidding systems. - Segment by intent, not just audience size: High-intent cohorts can support higher bids without wrecking efficiency. - Refresh creative deliberately: When creative fatigue hits, ROAS often erodes before click-through rate (CTR) collapses. Automation helps, but only if you feed it new variants. - Use targets appropriately: Platforms like Google Ads and Meta both support ROAS-oriented optimization constructs. Use them when the conversion value is meaningful, not just “lead count.” ### Best Practices for Performance Campaign Budget Allocation - Separate testing from scaling budgets: Testing needs stability; scaling needs speed. Mixing them blurs your signal. - Reallocate based on marginal returns: The question isn’t “what’s best?” Instead, it’s “where does the next dollar perform best?” - Watch pacing like a hawk: Underpacing can be as damaging as overspending, because you lose learning time and miss windows of demand. - Plan for conversion delay: ROAS/CPA can look worse in the most recent window simply due to delayed attribution. Many platforms explicitly warn about this when evaluating ROAS. ### Common Mistakes in Performance Campaign Budget Management - Chasing yesterday’s winners: Over-allocating to segments that have already saturated. - Overreacting to noise: Making big budget moves off small sample sizes. - Ignoring incrementality: A low CPA isn’t always incremental value, especially when retargeting eats the budget. - Letting automation run without guardrails: Even AI needs constraints on parameters like spend caps, anomaly alerts, and quality blocks. ### Automated Bidding vs. Manual Bidding for Performance Campaigns - Automated bidding is best when you have consistent conversion tracking, enough volume, and clear optimization events. It’s faster than humans at reacting impression-by-impression and adjusting to micro-shifts in auctions. - Manual bidding is useful when data is sparse, events are noisy, or you’re intentionally steering delivery. In reality, the best programs use automation for execution and humans for strategy with tools like Revealbot and Optmyzr enforcing playbooks, and platforms like Realize and Meta handling real-time optimization inside their ecosystems. ### Key Metrics for Measuring Performance Campaign Success - ROAS (value efficiency). - CPA (efficiency per conversion). - Conversion rate (funnel quality). - Incremental lift/holdout performance (true business impact). - Pacing/budget utilization (delivery health). - Creative performance indicators (fatigue and variant learning). ## Key Takeaways The best spend optimizer for you depends on where you buy media and how mature your measurement is. It’s possible to use native automation for fast wins inside a single ecosystem, and independent tooling when you need governance, cross-account scale, or decision support across channels. The most important features that will optimize your ad spend are forecasting and putting in solid guardrails. Modeling budget changes and enforcing rules and alerts prevents the two biggest spend killers: guesswork and lag. ## Frequently Asked Questions (FAQs) ### How do I optimize ad spend for lead generation campaigns? Start by validating lead quality and not just lead volume. The next step is to connect downstream outcomes (think booked calls and funded accounts) to your tracking so automation optimizes toward real value. Then, use pacing controls and rule-based guardrails to prevent spend from concentrating on cheap-but-low-quality placements or audiences. Keep creative testing running continuously so you don’t “optimize” into fatigue. ### CPA vs. ROAS: Which is better for performance campaigns? CPA is best when every conversion has roughly similar value. ROAS is stronger when conversion values vary meaningfully because it optimizes toward value per dollar, not just cost per action. ROAS is generally defined as revenue attributable to ads divided by ad spend. ### Do I need separate tools if I already use Google and Meta? Not always. If you’re mostly in one ecosystem and your goal is basic automated allocation, native tooling may be enough. You add separate tools when you need to: first, cross-account governance; second, rule-based guardrails and alerts; third, operational automation at scale; fourth, forecasting; and fifth, deeper audience/decision intelligence that platforms don’t provide natively --- ### Codeless Conversion Tracking: Accelerating AI-Driven Performance on the Open Web URL: https://www.taboola.com/marketing-hub/codeless-conversion-tracking/ Last Modified: 2026-04-12 12:39:13 Performance advertisers scaling their campaigns beyond search and social have to make the most of the open web’s potential. Success on the open web requires agility, flexibility, and real-time data, and new codeless conversion tracking technology can meet these needs. Codeless conversion tracking cuts out the need for developer help in setting up conversion tracking for marketing campaigns, so marketers can set up and track events themselves, feeding high-quality signals into their bidding systems. It’s fast, simple, and easy to use. The result is that marketing teams can use AI’s predictive power to optimize their algorithms, perform better in new ad placements, and drive improved return on ad spend (ROAS). ## What Is Codeless Conversion Tracking? In early 2026, Google Ads launched updates to its Google Tag Manager (GTM) that allow users to track events like page loads and form submissions, without interacting with website source code. Marketers can use codeless conversion tracking by setting up events directly in Google Ads. This brings a simple interface for marketers to define a conversion URL or form by clicking a few checkboxes. Previously, marketers relied on developers to make these changes and capture related data. With this power and independence, performance marketing teams can have a more direct impact on ROAS optimization and avoid tag conflicts that can arise when using Google Tag Manager form tracking. This new codeless option allows for faster testing and iteration without the need for specialized skills or complex setup. ## Why Open Web Advertising Demands Agile Tracking Tracking is more important than ever to performance marketing teams. Open web advertising is an entirely different game than working in the walled gardens of search and social, requiring speed and agility throughout the process, and that includes tracking results. When advertisers are testing new open web publishers, native placements, and various ad networks, they have to spin up new landing pages quickly. Codeless tracking is a big step toward collecting data at that same speed, without slowing down rapid experimentation. ## How AI-Driven Bidding Relies on Real-Time Conversion Data The AI-driven bidding of modern performance marketing goes hand in hand with modern conversion tracking. AI predictive bidding algorithms look for patterns among users who convert, to find similar audiences on the open web. Adding codeless conversion removes tracking implementation delays, so the AI engines get a continuous stream of high-quality data — an important part of the machine learning (ML) optimization step. ## Eliminating Developer Bottlenecks to Speed Up Execution Performance marketing is all about speed, and waiting on web developers to deploy tracking scripts can be anything but fast. This step has slowed down advertising teams for years, so codeless event detection promises a big improvement in executing AI-driven performance campaigns. Codeless conversion tracking lets media buyers launch campaigns, track new interactions, and tweak the strategy in real time, all of which represents a huge competitive advantage. ## Setting Up Codeless Tracking When you’re getting started with this no-code event setup in Google Ads, you can either create conversion actions manually, or use website events within the interface: ### Using Google Ads Go to Goals>Conversions>Summary and add a new conversion action. Once you enter your web domain, click scan, then choose the option to create a codeless event, or add a manual event and select the page load option. You can then configure the URL parameters, set your goal category, value, and count, then save the action. This option is easy to use and offers a lot of flexibility across clicks, forms, and scrolling. ### Using Google Tag Manager With the new codeless conversion tracking option, you don’t have to use Google Tag Manager, but you can use it to make sure the core Google Tag is installed. You can also create a Google Ads Conversion Tracking tag here using the conversion ID and conversion label to trigger events, like clicks or forms, within the Tag Manager. This option is less flexible, but very easy to set up and good for simple conversions, like a “Thank You” page. Whichever you choose, as long as the base Google Tag is installed, enabling codeless event tracking or GTM form submissions takes only a few clicks. ### Using Realize for Open Web Campaigns For advertisers scaling on the open web, the Realize platform provides a streamlined environment to manage these no-code setups. To ensure your campaign is optimized for success, you should use the Tracking Test Tool found under the Tracking tab in Realize. This tool allows you to simulate a user journey to confirm that your conversion events are firing correctly and being captured in real time. Additionally, you should implement UTM parameters at either the campaign or ad level (but not both) to avoid data conflicts. By using macros like {site} and {platform}, you can gain granular insights into which open web placements are driving your conversions, ensuring your tracking setup provides the visibility needed to scale effectively. ## Tracking Form Submissions and Lead Generation Events B2B and lead generation-focused advertisers can get a lot of value out of codeless conversion tracking. The technology can automatically track diverse types of forms and multi-URL submissions without custom scripts or broken tracking. Cleaner lead data helps AI tools identify which open web placements are actually driving prospects instead of cheap clicks, and this feature shifts more power into the hands of advertisers who need to move fast. ## Fueling Value-Based Bidding (VBB) With Codeless Signals Good AI capabilities need the highest possible quality of data. Not every conversion is equal on the open web, and codeless tracking is able to capture the initial lead, which can be matched with offline CRM data to attribute revenue accurately to an open web campaign. This then fuels improved value-based bidding, because the full-funnel visibility allows the AI to bid based on anticipated customer lifetime value (CLV) versus a cost per acquisition (CPA) number that doesn’t have the full context. ## Empowering First-Party Data Collection in a Privacy-First World Along with the other benefits I’ve mentioned — simplicity and speed — codeless tracking integrates with enhanced conversions to securely match user-provided data. That’s huge in this changing landscape of data privacy, with stringent regulations and the uncertain future of third-party cookies. Using consented, reliable, first-party data is better for marketers and improves your AI’s predictive modeling capabilities. ## Knowing When to Escalate to Developer-Led Tracking With these new do-it-yourself tools, there may still be times when you need to call on an expert. Codeless tracking handles page loads and standard forms easily, but some areas where codeless tracking falls short include highly complex on-page interactions, or dynamic e-commerce revenue variables. In these scenarios, ask for developer help in setting up a robust data layer. ## Best Practices for Scaling Open Web Campaigns With No-Code Tech As you’re embarking on your own no-code tracking journey, try these tips for success: ### Track everything Include macro- and micro-events — everything that leads up to a conversion — to give the AI the most data points possible. ### Set up accurately Ensure you get all the details right up front, such as using specific matches (not “contains” matches), using server-side (S2S) tagging, and doing a live test of the conversion flow at the beginning to make sure it shows up accurately in the dashboard. ### Monitor and optimize As with data hygiene more broadly, make sure to monitor and optimize conversion tracking after it’s set up, to make sure the algorithms are acting on accurate signals. ## Key Takeaways Codeless conversion tracking closes the gap for performance marketers who need to scale quickly without losing time to development overhead. Now available in Google Ads and Google Tag Manager, no-code tracking also plays an important role in feeding high-quality data into AI algorithms. Access to this feature removes another barrier for performance marketers to publish, test, and iterate advertising campaigns on the open web. ## Frequently Asked Questions (FAQs) ### What is codeless conversion tracking? Codeless conversion tracking lets marketers set up conversion events, like page loads and form submissions, without needing help from developers to manually add code to a website’s source. This feature is available in Google Ads and Google Tag Manager along with Microsoft, and offers a simple interface for users, saving time and providing a seamless connection to AI tools. ### How does codeless tracking improve AI campaign performance? Codeless conversion tracking offers many benefits to marketers, including improved AI campaign performance. AI and ML algorithms only work well when they can access large amounts of accurate data to identify patterns of which users are most likely to convert. Codeless tracking ensures error-free data collection to feed the AI in real time. This improves bidding efficiency along with better user information. ### Can I use codeless tracking for campaigns outside of search and social? Yes, you can use codeless tracking for campaigns outside of search and social. Codeless tracking operates on your own site and landing pages, so it captures user behavior driven by traffic from any open web advertising channel. This makes it easier and more accurate to evaluate the performance of new traffic sources. ### What are the limitations of a no-code tracking setup? When using a no-code or codeless conversion tracking setup, remember that it’s ideal for actions like page views, link clicks, and standard form submissions. If you’re tracking less straightforward actions, like complex dynamic variables, granular e-commerce data, or custom user interactions, get help from a developer to build a data layer. --- ### Beat Meta Diminishing Returns with Yahoo Mail Premium Inventory URL: https://www.taboola.com/marketing-hub/beat-meta-diminishing-returns-with-yahoo-mail-premium-inventory/ Last Modified: 2026-04-12 12:20:19 Every growth-focused home improvement brand eventually runs into the same problems: performance plateaus, budgets increase, and lead costs follow. Audience expansion may generate more clicks, but fewer qualified inquiries. The issue isn’t visibility: it’s context. Home services are rarely impulse purchases. They’re planned, researched, and evaluated. That means brands need environments where homeowners are thinking about real-life decisions, not just scrolling for inspiration. Premium inbox inventory, particularly Yahoo Mail placements accessed through the Realize network, creates exactly that context. With access to more than 900 million logged-in users, advertisers can reach homeowners in a task-oriented setting primed for action. In this guide, our performance experts (advertising sales manager Jeremy Bade, advertising account management team lead Victoria Proença, and Growth Advertisers advertising account manager Jason Poulos) walk us through how a concrete floor coatings company broke through its scaling limits, by expanding beyond social and into Yahoo’s premium community. The brand in question had hit a performance ceiling on Meta: budget increases led to rising costs per lead (CPLs), audience expansion introduced lower-intent users, and creative performance was flattening. To continue scaling, they needed diversified exposure on the open web — specifically Yahoo Mail’s premium, high-trust inventory — to generate qualified leads for a specialized polyurethane flooring solution. What followed wasn’t a simple channel swap, it was a strategic shift in how campaigns were structured, segmented, and creatively optimized, using performance marketing platform Realize. ## The Problems Faced When Trying to Scale on Meta Scaling on social platforms tends to follow a predictable arc: early efficiency followed by optimized targeting and marginal budget expansion, then diminishing returns. For this particular brand, five core issues were stifling performance: - Plateaued performance on social media: When spend scaled, cost efficiencies deteriorated rapidly, resulting in wildly escalating CPLs. - Low-intent traffic: High click volume did not translate to consistent consultation bookings. - Platform fatigue: Repeated exposure across search and social reduced responsiveness. - Creative fatigue: Static ads stopped commanding attention. - Broad targeting inefficiency: Third-party marketplace audiences delivered expensive clicks with poor downstream conversion. In short, performance stalled. The “walled garden” environment had been maximized. This is what many advertisers refer to as Meta’s scaling ceiling: the point at which increasing budget no longer produces proportional lead growth, but instead drives up your CPL as frequency rises and audience quality thins out. Breaking through that ceiling requires accessing new environments with different user behaviors and intent signals. The shift to Yahoo Mail offered this brand incremental reach and a different psychological environment. Unlike a social feed, the inbox is built for decision-making. That distinction is critical when selling high-cost services like concrete floor coatings. When someone is reviewing household communications, renovation estimates, or neighborhood updates, they’re more primed to engage with practical service offerings. This behavior alignment often produces stronger lower-funnel metrics than interest-based browsing alone. ## 3 Strategies to Overcome Diminishing Returns with Home Service Performance Campaigns ### 1. Segment by Device and Platform One of the most immediate structural changes involved device segmentation. High-ticket home improvement services, like polyurethane floor coatings, require careful planning. Desktop users tend to research more thoroughly, complete longer forms, and schedule consultations. Mobile, on the other hand, offers volume. “We always recommend splitting out mobile from desktop and tablet,”says Bade. “This helps us remain competitive. If you bundle them with too low a budget, you simply won’t be competitive enough to win the premium Yahoo Mail placements.” This operational detail is more important than it might at first appear. When advertisers merge device types under a single modest budget, bids struggle to clear premium inventory auctions, particularly within Yahoo Mail. By segmenting devices, you allow: - More aggressive bidding for high-intent placements for desktop users. - Mobile campaigns to drive affordable traffic volume. - Independent optimization based on device-specific conversion rates. In many high-consideration home service campaigns, desktop traffic often shows stronger lower-funnel engagement. Segmenting devices can help your team optimize bids and budgets more precisely, instead of relying on blended metrics. ### 2. Pre-Qualify with Creative Excellence Audience targeting isn’t the only way to filter quality. Creative can serve as the gatekeeper. In home improvement, narrowing audiences through expensive third-party data often inflates costs per click (CPC) without proportionate conversion lift. Instead, strategic messaging can naturally filter disinterested users. “We prefer to pre-qualify users through the creative funnel,” says Proença. “Especially in home improvement, we move away from marketplace audiences to keep CPCs lower, focusing instead on headlines that call out the specific pain point — like ‘Epoxy vs. Polyurethane’ — to ensure only interested homeowners click.” This approach is deceptively simple but highly effective. By clearly highlighting a specific decision point or service comparison in the headline, you can: - Attract homeowners actively evaluating solutions. - Deter casual browsers. - Maintain lower CPCs by avoiding premium data overlays. - Improve form completion rates through aligned expectations. In Yahoo Mail’s environment, where space is limited and attention is finite, specificity wins. Creative that addresses a real household frustration feels less like an ad and more like a helpful suggestion within a task-driven setting. ### 3. Boost CTR with Motion Ads and Dynamic Keywords Standing out in an inbox often requires more than static imagery. That’s why the team introduced motion-enhanced assets — subtle animations derived from still images — to increase scroll-stopping power. “We see a significant lift in CTR (click-through rate) when we use images with people, like an installer at work,” says Bade. “Even better, we use the GenAI Motion Ads tool in Realize to add subtle movement, making a static floor transformation look like a living process.” The psychology behind this is fairly straightforward. Human presence signals trust and professionalism, and motion indicates relevance and urgency. Combined, they elevate engagement rates without requiring expensive video production. “Don't ignore the power of localization,” adds Poulos. “Using dynamic city insertion in your headlines — like ‘Best Garage Floors in ${city}$’ — makes the ad feel like a local recommendation, which is gold for lead gen.” Dynamic city insertion increases relevance while preserving scale. In performance environments where users manage regional service needs, seeing their own city name creates immediacy. This is where open web campaigns differentiate themselves. Instead of relying solely on algorithmic audience expansion, you gain more control over how and where your message connects with decision-makers. ## Key Takeaways Transitioning from social-only acquisition to open web performance campaigns requires structure, discipline, and carefully honed creative strategy, but the payoff can make it well worth it. Home improvement brands hitting Meta’s scaling ceiling should segment campaigns by device, use messaging to pre-qualify prospects instead of overpaying for narrow audiences, incorporate motion and localization to increase engagement, and diversify into premium inbox environments where homeowners are actively managing real-life decisions. Success also depends on rigorous, ongoing optimization to protect lower-funnel efficiency. By moving beyond walled gardens and into publisher environments like Yahoo Mail inventory accessed through the Realize network, brands can tap into high-intent environments that support more stable, scalable growth. ## Frequently Asked Questions (FAQs) ### Why should I use Yahoo Mail ads instead of just Google or Meta? Yahoo Mail provides a premium, less cluttered environment where users tend to be more focused and task-oriented compared to social feeds. Unlike platforms built for browsing, inbox environments support more intentional behavior, including reviewing bills, confirming appointments, and managing household decisions. From a broader performance perspective, campaigns on the open web allow you to capture attention within this high-intent, personal setting while reaching incremental audiences outside traditional search and social. Because these placements leverage authenticated, first-party publisher data, advertisers can drive lower-funnel outcomes with greater behavioral alignment and reduced over-reliance on a single channel. ### Do I need a professional videographer to run Motion Ads on Yahoo? High-quality video can certainly help, but it’s not required. Many modern performance platforms allow you to repurpose existing creative — including static images, short clips, or simple transformations — into engaging motion-style assets. Strategically, open web performance campaigns often include built-in tools that automatically convert still images into subtle, looping animations. This enables rapid creative testing without large production budgets. The result is increased attention and stronger engagement inside inbox environments, where motion can significantly improve visibility without inflating acquisition costs. ### How do I make sure I’m not wasting money on low-quality sites? Most advertising platforms provide reporting tools that show where ads appeared, allowing you to review placements and exclude sites that underperform. Monitoring conversion rates, bounce rates, and engagement metrics helps ensure spend is directed toward productive environments. Within open web performance campaigns, this oversight becomes even more strategic. Advertisers can implement structured exclusion strategies to block low-performing domains while relying on pre-bid brand safety filters and curated allow lists of premium publishers. This dual approach protects budget, preserves brand integrity, and ensures ads appear in high-trust environments that support stronger conversion intent. --- ### Effective A/B Testing Techniques to Optimize ROI in Insurance Campaigns URL: https://www.taboola.com/marketing-hub/a-b-testing-to-optimize-roi/ Last Modified: 2026-04-12 12:05:02 If you want to understand why many insurance campaigns stall, look at the landing page. It may not be glamorous, but it’s where campaigns are won or lost. Every additional form field introduces hesitation. Every removed requirement introduces risk. Insurance advertisers are constantly negotiating between volume and value, trying to satisfy both marketing key performance indicators (KPIs) and sales expectations. In the insurance quote space, that negotiation can create a bottleneck. Recently, one account team faced this exact challenge with a leading provider. Instead of chasing incremental ad optimizations, they rebuilt the landing page strategy around structured A/B testing with a clear mandate: measure what actually drives profit. Read on to see how this was achieved, with Realize expert advice Lauren Wint, advertising account manager. ## The Challenge: Friction vs. Fulfillment Insurance lead generation has a well-known obstacle: form abandonment. In a typical flow, users are asked to submit Personally Identifiable Information (PII) — such as name, email address, and phone number — before they receive pricing information or coverage options. That data is essential for sales outreach, compliance documentation, and remarketing. But, when a customer is still researching options, being asked for sensitive details too early can feel intrusive. As a result, a significant portion of users exit before reaching the quote page. This creates some core business questions: - Is a smaller batch of higher-quality leads more valuable than a larger pool of partial submissions? - Does removing friction increase net profit, even if some leads lack contact details? - How much upfront information is truly necessary to deliver value? There’s no universal answer. It depends on audience intent, acquisition cost, premium size, underwriting model, and follow-up efficiency. A/B testing becomes the mechanism for answering those questions with data instead of guesswork. ## The Strategy: A 3-Step Landing Page Testing Framework Effective A/B testing in insurance goes beyond button color and headline wording. It must evaluate how the entire user journey supports the traffic source, audience intent, and your own strategy. A structured framework can be broken down into three core components: - Align the landing page with the traffic environment. - Test the funnel architecture. - Adjust friction at the point of monetization. Each step isolates an important variable without disrupting the overall campaign. ### Step 1: Aligning the Page With Premium Environments Before adjusting form fields or testing conversion mechanics, advertisers need to evaluate how the landing page reflects the placement that delivered the click. Not all traffic behaves the same, and users arriving from trusted, editorial-rich platforms typically expect polish, clarity, and accuracy. “When a landing page is receiving traffic from premium environments like Apple News, standard API location passing often doesn’t apply,” explains Wint. “To ensure the best user experience, we recommend running specific ‘clean’ asset versions that lead to a landing page optimized for those environments. This alignment is the foundational step before you even begin testing form fields.” Establishing this foundation ensures that user expectations, creative presentation, and backend functionality are in sync. Without that cohesion, subsequent A/B tests can produce distorted results, because performance variations may stem from audience response to the landing page itself, rather than your form optimization efforts. ### Step 2: The Architecture — Bridge Page vs. Direct Entry Once structural alignment is in place, it’s time to look at how users enter the conversation flow. Entry activity plays a critical psychological role in insurance funnels, where trust and perceived value heavily influence completion. Traffic is usually divided between two pathways: - Direct-to-form: The visitor lands directly on the lead form’s opening question, starting the data collection process immediately. - Bridge page: The visitor first encounters a short explanatory page that reinforces the offer and requests minimal input, such as a ZIP code, before transitioning to the full form. While the direct approach reduces steps, it also accelerates exposure to required disclosures and PII inputs. The bridge approach introduces context before escalation, often reducing hesitation. “For premium environments, a bridge page provides a bit more context,” says Wint. “This can prime the user to convert at a higher rate, because they understand the value proposition before they are asked for sensitive information.” Testing both structures reveals how different audiences respond. In some cases, immediacy increases conversions, but in others, a brief contextual buffer gets better results. The only reliable indicator is performance data segmented by environment and audience quality. ### Step 3: The “No-PII” Parameter Test After evaluating entry structure, optimization moves to the most granular level in the insurance funnel: required information before plan visibility. Instead of redesigning the entire flow, advertisers can deploy dynamic backend adjustments using URL parameters to control how much information is required before users see coverage options. This enables parallel testing without disrupting operations. “By appending a parameter to your ad URLs, you can trigger a streamlined form experience on the backend,” notes Wint. “This version skips the contact info slides and sends the user straight to the plan options. It’s a strategic trade-off: You lose the individual lead data, but you gain a massive increase in users reaching the final insurance plan options. This allows teams to see if that volume surge results in a higher net profit.” This experiment isolates a critical economic question: Does increased mid-funnel participation generate enough additional income to make up for reduced upfront lead detail? Because insurance profitability depends heavily on downstream behavior — not just submission numbers — this test measures success based on net revenue impact, rather than surface-level conversion rates. Over time, these insights inform whether friction reduction strengthens or weakens overall campaign return on investment (ROI). ## Managing Reporting Without Losing Clarity Running multiple landing page versions across different placements can quickly create reporting chaos. To prevent this: - Assign consistent naming conventions to each version. - Use distinct tracking parameters. - Monitor performance at both micro and macro levels. - Evaluate profit-based KPIs, not just lead volume. UTM parameters, unique destination URLs, and structured campaign naming are essential. When set up properly, performance engines can automatically shift budget toward the highest-performing combinations. Insurance advertisers should also segment performance by environment. A variant that wins in premium news placements may lose in broader inventory. Without segmentation, the results can muddy the data. Clarity in tracking enables faster iteration cycles, which is where compounding ROI gains occur. ## Why A/B Testing Is Especially Critical in Insurance Insurance differs from many e-commerce categories in one major way: The lifetime value of a customer is high, but the conversion path is complicated. That means: - Customer acquisition cost tolerance is higher. - Lead quality matters. - Compliance restrictions limit messaging flexibility. - Trust is essential. Because of these factors, optimizing solely for cost-per-lead often brings misleading conclusions. When A/B testing, landing pages should be structured around economic outcomes like: - Close rate. - Policy activation. - Premium size. - Retention probability. The winning variant isn’t always the one that generates the most submissions: In some cases, it’s the one that produces the strongest downstream revenue relative to acquisition spend. Performance campaigns on the open web give advertisers the ability to reach high-intent audiences outside of traditional search channels, but that opportunity demands strategic design. Without structured A/B testing, scaling budget can be risky. ## Key Takeaways Effective insurance landing page optimization begins with managing form friction, but that lever only works when the surrounding environment is properly aligned. Testing should start with traffic source alignment and funnel structure before moving into deeper adjustments around required information and entry flow. Dynamic parameters then allow advertisers to experiment at a granular level without disrupting the entire user experience. When supported by disciplined traffic infrastructure, these tests transform the landing page from a static endpoint into a continuously improving performance asset that drives sustainable ROI. ## Frequently Asked Questions (FAQs) ### What is the most impactful element to A/B test on a landing page for insurance? Form length and the quality of PII requested are often the strongest levers in insurance conversion testing. Reducing required fields can significantly increase completion rates, while adding fields may improve downstream efficiency. For performance campaigns on the open web, the highest-impact variable is often the alignment between headline value proposition and audience intent. When the messaging seamlessly connects the initial hook with the lead capture experience, high-intent users are more likely to complete the journey. ### How do premium environments like Apple News affect my landing page A/B test? Premium environments tend to attract users who expect fast-loading, visually clean, and credible experiences. They’re less tolerant of cluttered layouts or delayed performance. In performance campaigns on the open web, testing authoritative copy against conversational copy can reveal which tone better matches these environments. Additionally, minimizing technical friction and simplifying visual hierarchy can improve conversion rates among these higher-trust audiences. ### How do I track multiple versions when I A/B test a landing page? Most advertisers rely on distinct tracking parameters or separate destination URLs to differentiate between versions. This ensures performance data is accurately attributed. For open web-based campaigns, granular tracking allows optimization engines to recognize which landing page variant drives stronger insurance conversion outcomes. Over time, the system can automatically allocate more budget to higher-performing versions while providing actionable insight into which elements influence ROI. --- ### Five Optimization Levers You Should Be Pulling for Scaling on Performance URL: https://www.taboola.com/marketing-hub/optimization-levers-for-scale/ Last Modified: 2026-06-10 08:39:55 Nowadays, running performance campaigns requires more than pinpoint targeting and persuasive creative: You also need to deliver operational efficiency. Advertisers who manage large portfolios are often juggling dozens, sometimes hundreds, of active campaigns simultaneously. Each one has its own budget, bids, schedules, and targeting rules. Trying to adjust all of these parameters one by one is not only tedious, it also carries unnecessary risk. If you want to stay competitive, you need systems that allow you to control the most important campaign parameters quickly and accurately. This article breaks down five critical campaign elements that should be managed at scale, backed by the expertise of Realize experts. ## What to Optimize to Scale on Performance ### 1. Bulk Budget Adjustments: Portfolio-Wide Budget Allocation and Reallocation Ad budgets are the backbone of campaign management, but they can quickly become a bottleneck when you apply each adjustment manually. Whether you’re increasing spend ahead of a seasonal push or cutting back on underperforming segments, budget changes should never require a campaign-by-campaign sweep. We recommend allocating or reallocating your daily budgets across your entire portfolio in a single step to achieve greater financial discipline. It’s a centralized approach that prevents individual campaigns from drifting out of alignment with your overall goals, especially during fast-moving performance shifts. Bulk updates also eliminate the lag time between spotting a need and making a change, allowing your teams to stay responsive without compromising accuracy. Ultimately, scaling budget adjustments strengthens the advertiser’s ability to maintain a healthy portfolio, even in the face of constant changes. “To see a true proof of concept, you need the right budget allocation across your platforms. We start by casting a wide net to let the algorithm find where the customers are, but the goal is always to follow the performance, pruning out what’s not working and doubling down on what is. By leaning into those insights, you ensure your spend remains efficient and you’re able to scale the account the moment you identify success.” — Ari Del Rosario, Realize Advertising Sales Manager ### 2.Bidding Strategy Management: Ensuring Uniform Bidding Across Campaign Cohorts Effective bidding strategies are a key driver for campaign performance. If you’re operating similar campaigns under different bidding rules, whether on purpose or by accident, your performance can suffer and become difficult to compare or optimize. To maintain consistency across multiple campaigns, set your bidding approaches in a single action. For example, if all conversion-focused campaigns should be optimized using a specific automated bidding strategy, shifting them together will ensure consistency. Likewise, performance teams might want to move an entire group to a manual or fixed-bid approach while testing sensitivities or attempting to control spend. In that case, manage these changes at scale to avoid confusion, wasted time, and errors that occur when you update campaigns one by one. “The game in digital marketing today is played on the creative front, but your bidding strategy is what unlocks the scale. For conversion-focused campaigns, an automated bidding strategy is essential — it allows the algorithm to do the heavy lifting and calibrate based on hard data. By managing these shifts consistently, you allow the algorithm to learn faster and scale budgets without negatively affecting performance, ensuring you hit your CPA goals across the entire portfolio.” — Sofiia Zuieva, Director of Growth Sales & AM, Realize ### 3. Campaign Scheduling (Start/End Dates): Mass Updates for Promotional Pacing and Deadlines Scheduling parameters, such as start and end dates, are among the most critical and error-prone aspects of campaign management. They are especially vital during promotional periods, product launches, and other time-sensitive initiatives, when even the most minor oversight can result in overspend, underspend, or missed opportunities. By updating your campaign schedules in bulk, you can remove these risks. Let’s say you’re a retailer launching a holiday sale: You may need dozens of campaigns to begin at the same hour across multiple time zones. If you set these start times manually, you increase the chances of error, especially when dealing with multiple teams and clients. You also need to ensure your campaigns end on a firm deadline to avoid budget waste after a promotion has ended or an offer has expired. Bulk scheduling tools help you stick to time-based parameters. By setting new start or end dates for all relevant campaigns in a single action, you ensure perfect synchronization during critical moments. “Scheduling is more than just picking a date, it’s about timing your launch with the content review process to avoid missed opportunities. Because every ad goes through a multi-day review, setting your campaigns to ‘Start as Soon as Approved’ ensures you don’t lose valuable momentum. For time-sensitive promotions, managing these parameters at scale is the best way to synchronize your efforts across teams and ensure you’re live exactly when the market is most active.” — Sanket Welankiwar, Client Success Lead, Realize ### 4. Geo-Targeting Refinements: Instant Application of Regional Inclusion and Exclusion Geographic targeting influences everything from cost efficiency to compliance. Whether a business operates in specific regions, must abide by licensing rules, or wants to shift ad spend toward emerging, high-performing markets, updates must be applied comprehensively and without delay. If you attempt geo-targeting adjustments across multiple campaigns manually, you can trigger inconsistencies that alter performance data or fail to comply with regional regulations. Bulk adjustments allow teams to maintain accuracy while responding quickly to market conditions, regulatory updates, or performance patterns. Bulk geo-targeting also supports ongoing optimization. Let’s say certain regions consistently outperform others: You can update location targeting universally, then quickly reallocate your spend to adjust to campaign insights. “The algorithm needs a regional anchor to start, but the real success in performance advertising comes from not limiting yourself too early. We look for the readers, not just the publishers. By applying broad regional targeting and avoiding over-segmentation, you give the algorithm the freedom to find trending articles and high-performing pockets you might not have predicted. Once you have those data points, you can then refine and universally reallocate your spend to where the real conversions are happening.” — Blessing Osadolor, Realize Advertising Sales Manager ### 5.  Site Targeting (Inclusion/Exclusion): Universal Site Boosts and Keyword Blocks Site targeting plays a key role in performance optimization and brand safety. Whether you use whitelists to prioritize high-performing placements or blacklists to avoid poor-quality or non-brand-safe endorsements, you need to control your site targeting across all relevant campaigns. If a new low-performing site or keyword emerges, you need the ability to block it across your entire campaign set immediately. If you were to apply exclusions one campaign at a time, it would create unnecessary delays and increase the risk that some campaigns would continue serving on ineffective or unsuitable inventory. On the flip side, if you identify a valuable opportunity, you want to add it to inclusion lists in a single action to capitalize quickly on high-quality placements. Having unified, scalable control over site boosts, blocks, and keyword-level adjustments gives advertisers confidence that every campaign reflects the most up-to-date intelligence. “I prefer not to work with overly restrictive ‘Approved’ lists. Instead, I go the other way: I block everything at the account level that doesn’t promise quality. Using automated rules, we ensure that campaigns aren’t even served on sites with poor indicators, such as specific notification or lockscreen placements. If you see that a site type is generating impressions but not converting, you need to be able to flip that switch for the entire account immediately to steer the budget efficiently toward premium publishers.” — Patrick Coyle, Sr. Advertising Sales Manager, Realize ## Key Takeaways If you’re an advertiser overseeing large portfolios, it no longer makes sense to manage campaigns individually. You need to be able to adjust budgets, bidding strategies, schedules, geo-targeting, and site targeting in a single step. It’s essential for modern optimization. Thankfully, bulk management reduces the time you need to spend on repetitive tasks, cuts down on manual errors, and ensures your campaigns operate under consistent frameworks. ## Frequently Asked Questions (FAQs) ### Why is it important to manage multiple campaign elements at scale? Managing campaign elements at scale helps advertisers maintain consistency and avoid the mistakes that occur when the same change must be applied repeatedly across many campaigns. It also frees up significant time, enabling teams to focus on strategy and analysis instead of operational tasks. Realize’s Bulk Edit tool allows advertisers to update up to 200 campaigns simultaneously, providing clear visibility into changes and reducing risk by ensuring updates are applied uniformly. ### Which key campaign elements can be managed using a bulk method? Advertisers can typically streamline universal updates across several high-impact areas, including campaign budgets, schedules, geo-targeting, and site targeting. In fact, these components often require synchronized adjustments to deliver consistent performance across a portfolio. Realize lets you automate all these changes in a single action. ### What is the main benefit of adjusting targeting in a bulk operation? Bulk targeting adjustments enable advertisers to rapidly apply whitelists, blacklists, and other targeting rules across a group of campaigns, ensuring consistent brand safety standards and directing ad spend to the highest-performing placements without delay. Using Realize’s Bulk Edit feature, you can optimize both budgets and targeting parameters at scale, applying boosts, blocks, and manual refinements universally. This will help you improve your return on investment (ROI) and maintain consistent performance across all of your campaigns. --- ### 5 Challenges of CTV Campaigns for Performance Advertisers URL: https://www.taboola.com/marketing-hub/ctv-performance-campaigns-challenges/ Last Modified: 2026-06-30 11:21:42 Most performance marketers understand that search and social advertising has a ceiling. Once audience saturation arises, CPMs start increasing, and diminishing ROI is on the horizon, it’s time to look beyond these channels. Connected TV, or CTV, is a great next step. The scale of television, the targeting of digital, and an audience who are actually engaged is a compelling prospect. But, the gap between what CTV promises and what it can deliver is wider than many platforms will admit. This channel operates on fundamentally different rules than click-based, last-touch digital platforms like Google and Meta. Without understanding the CTV performance marketing challenges that you’ll likely encounter, you’ll be spending your way to a very expensive lesson. ## 5 Challenges Performance Advertisers Face with CTV Campaigns ### 1. The “Black Box” of Measurement and Cross-Device Attribution For anyone who’s built a reporting stack around Google Analytics or a Meta Pixel, CTV attribution can feel like a black hole. The core problem is that CTV ads run on shared household devices, can’t carry cookies, and conversions typically happen later, on a personal phone or laptop that has no direct connection to the TV where the ad ran. This is the central CTV measurement attribution challenge: An impression was served, someone may have seen the ad, then days later, someone in that household searches for the product and buys it. Was that the CTV ad working? Retargeting? Organic search? In most situations, it’s impossible to tell for sure. Closing the loop requires different infrastructure than most advertisers have in place. Cross-device attribution with CTV typically relies on IP address matching, connecting the household IP address that received the ad impression to the IP associated with a later web visit or purchase. Shared IPs, VPNs, or mobile networks, though, can all introduce noise to this kind of attribution tracking. More sophisticated approaches involve third-party measurement partners, identity graphs, or data clean rooms that match hashed user identities across different environments. These tools exist and work well, but they’re costly and complex to integrate. For a lean marketing team running across a handful of channels, creating an accurate CTV measure is a challenging task. ### 2. Inventory Fragmentation and the Frequency Cap Nightmare On Meta, frequency capping is quite easy to set up. On CTV, it’s almost impossible, because CTV isn’t a single platform, but a group of streaming apps, smart TV manufacturers, and programmatic exchanges, all of which are operating with their own identity frameworks and inventory logic, resulting in a fragmented ecosystem. If you’re buying ads across Roku, Fire TV, and Samsung, you have no native mechanism to recognize that the same household, and maybe even the same person, is receiving your ad on all of them. The result is a CTV frequency capping problem that’s both frustrating and expensive. A user who’s seen your 30-second ad ten times in one weekend isn’t going to convert at a higher rate; they’re going to develop brand fatigue, and you’re still paying for every one of those impressions. When your ad dollars need to justify themselves, this kind of invisible waste is detrimental to campaign efficiency and the final CPA. The best available solution is to buy ads through a centralized demand-side platform (DSP) with universal frequency logic. While this doesn’t completely solve the problem, it’s the best option as of now to attempt to manage frequency in a system that wasn’t designed to be managed that way. ### 3. High CPMs vs. Strict Performance Goals: CPA and ROAS CTV CPM vs. CPA is an incredibly difficult equation to balance. CPMs regularly run between $20 and $40, with premium inventory on top-tier streamers often going for higher prices. Comparing that to $5-12 CPMs on social display, this leaves CTV advertising with a much smaller margin of error. That cost is somewhat defensible, in that you’re buying space on a full screen, in a non-skippable environment. There is genuine value. But, for a brand trying to hit a $35 CPA on a $60 product, the conversion rate required to make most CPMs work is significantly higher than what many CTV campaigns can initially deliver. Understanding ROAS on CTV means accepting that you’re unlikely to see a direct response, like you would with a well-optimized search campaign. What CTV excels in is brand recognition and intent that makes search and social campaigns more effective later. But, that’s a very different value proposition to “run this campaign and measure the return.” Setting internal expectations with stakeholders is critical. The brands that make CTV work from a cost perspective tend to share a few similar traits — tightly defined audiences that reduce wasted impressions, creative that’s optimized for a living room format, and a measurement framework that captures downstream influence, rather than demanding last-click attribution immediately. ### 4. Granular Targeting Limitations vs. Search and Social Meta targeting is built around knowing exactly who the audience is. CTV is catching up to this, but it’s not there yet. This gap matters to performance marketers, who have become accustomed to precise targeting on social. The targeting layers available with CTV are usually demographic overlays, content categories, household income bands, and purchase intent signals. The ability to target someone here as precisely as on Meta is simply not possible: Contextual and audience targeting can get you close to the right viewer, but close costs money when CPMs are as high as they are on CTV. There’s also the practical friction of CRM onboarding. Matching your first-party customer data into a CTV environment involves extensive identity resolution steps that add lag, data loss, and sometimes a lower match rate. What uploads cleanly into Meta custom audiences can take days and a significant technical investment to activate meaningfully in a programmatic TV-challenged context. This certainly doesn’t make CTV unusable, however. Leaning into contextual alignment that matches your highest buying personas can compensate for some of this audience precision gap. But, it’s important to remember that you need to approach this with a different strategic mindset than with social. ### 5. Ad Fraud and Lack of Transparency Digital advertising has always had a fraud problem, and CTV has a fraud problem with a more complex supply chain and fewer detection measures in place. The architecture of CTV with Server-Side Ad Insertion (SSAI) creates opportunities for cybercriminals to fire ad impressions without a human ever actually seeing the content. Pixel stuffing, app spoofing, and bot traffic that mimics legitimate streaming behavior are all forms of CTV ad fraud that are difficult to detect at an impression level, and even harder to reverse once spend has already been committed to the ads. For performance advertisers, this isn’t just a brand safety concern, but also a direct ROAS problem. If 15% of your impressions are fraudulent, you’re not just wasting 15% of your budget, but also corrupting your attribution data, making your campaign look significantly less efficient than it actually is. This could result in you pulling back on spending that was actually working. Mitigating this requires active efforts, like vetting supply sources, working with DSPs that have a pre-bid fraud filter, insisting on app-level transparency rather than bundled inventory, and using third-party verification partners that specialize in CTV. ## Making the Case for CTV: Incremental Reach and the Full-Funnel Picture The strongest argument for CTV is incremental reach, delivering against audiences you can’t reach anywhere else. Cord-cutters and linear viewers are generally unreachable via traditional broadcast and increasingly resistant to mobile and desktop ad formats. CTV is often the only way to get a video ad in front of them in a premium, high-attention environment. Understanding CTV vs. linear TV for performance also clarifies the value proposition for CTV. Linear TV buys are proxies at best, as you’re buying a time slot and hoping that the right people are watching. CTV offers actual audience data, household-level targeting, and, at minimum, the infrastructure for post-exposure measurement. ## Key Takeaways CTV is a compelling channel for advertisers who’ve hit a ceiling with search and social, but it’s important to remember the challenges that come with it. The measurement gaps can be substantial and frequency management isn’t always easy across fragmented ecosystems. High CPMs can end up being costly, while fraud risk in the supply chain requires active mitigation on an ongoing basis. That said, for advertisers looking to make the shift, and who understand moving from immediate ROAS to downstream influence, CTV can bring real opportunities to expand into new markets beyond search and social. ## Frequently Asked Questions (FAQs) ### Can you track clicks on CTV ads? Not in the traditional sense, as CTV is mostly non-interactive, so there’s no click to measure. Instead, performance is tracked through view-through attribution, identifying users who were exposed to the ad on a CTV device and then visited the site or converted on another device. ### Why is CTV more expensive than Facebook or YouTube ads? CTV inventory runs against professionally produced long-form content like TV shows, movies, and live sports in a non-skip format on a large screen. Advertisers are paying for a higher audience attention with no risk of a below-the-fold placement, like with social and search. ### How do I control frequency across different CTV publishers? The most effective approach is consolidating buys through a single DSP that can enforce a universal frequency cap across its inventory. Layering in identity solutions that recognize the same household across different apps and publishers also helps, but some level of duplication is an accepted cost of using this approach. ### Is CTV good for bottom-of-funnel conversion campaigns? Generally, CTV is better suited for mid-and-upper funnels than direct response. Its real strength is in building awareness and purchase intent among audiences who are harder to reach elsewhere. Trying to use CTV as a standalone conversion channel typically results in a disappointing ROAS. --- ### Building High-Intent Ad Creatives for Home Services URL: https://www.taboola.com/marketing-hub/high-intent-ad-creatives/ Last Modified: 2026-04-12 07:47:21 The digital world we all live in is a busy one: consumers bounce quickly among search, social media, and favorite websites as they’re researching purchases. For home services companies, it can be daunting trying to figure out how to break through with ad creative to earn the attention of a new prospect. At Realize, we’ve found that success in home services advertising is all about getting the details right — attracting attention, engaging your prospect, and closing the deal with tailored images. Here’s how one customer worked with Realize home services advertising expert Jeremy Bade to cut out channels and tactics that weren’t delivering, and instead reach the right prospective customers for their product. ## Ditch the Agency Tactics and Build High-Intent Creatives To help amp up the work of a brand using Realize to boost its reach and conversions, the first step was delving into how elite home services brands scale their digital presence. It started with some marketing detective work: inspecting the tracking codes and landing pages of the U.S.’s top flooring companies to help this top-tier concrete coating company, which specializes in polyurethane and polyaspartic floors. The coating company was already spending heavily on Meta and YouTube ads, but struggled to scale Google Search due to industry categorization issues. Inspecting the tracking codes and landing pages of top flooring companies uncovered a useful piece of data: the biggest players in the industry were quietly winning on native advertising. To replicate the success of these companies, Bade recommended that the coating company move away from so-called black box agency tactics — where it’s often unclear where spending is going — and use the Realize platform to get truly specific with their audience and strategies. In this case, the plan was to build high-intent creatives to convert homeowners over age 40 into coating company customers. Here’s what Bade recommended: ### 1. Leverage Motion Ads to Satisfy Visual Intent To capture attention on premium publisher sites, you must move beyond static imagery. For this coating company, the work they do for their customers was a perfect fit to add some motion. The recommendation: Replace or supplement static finished product photos with motion ads (GIFs) that showcase the application process. The reasoning: In the home improvement vertical, the satisfying nature of seeing a product applied — like a smooth coating being poured — acts as a high-intent hook. “Pouring polyurethane is incredibly satisfying to watch,” says Bade. “You’ll get a much higher click-through rate and higher intent by showing the work in action, versus a static image of a finished floor that the user might just scroll past." ### 2. Use Dynamic Keyword Insertion for Hyper-Localization To make a national brand feel like a local specialist, personalization is key. The recommendation: Utilize dynamic keyword insertion, or DKI, to call out the user’s specific location directly in the headline. The reasoning: Homeowners are looking for local contractors. A headline that asks a question about their specific area feels like a local service announcement, rather than an advertisement. “Go ahead and add in the region, city, or zip code as a dynamic keyword insertion, it does really well on Realize,” suggests Bade. “If you say, 'What does a garage floor cost in ?,' it becomes hyper-targeted and hits closer to home for the consumer.” ### 3. Segment Campaigns by Device to Control Reach and Bid To ensure your budget isn't eaten up by low-intent clicks, you must control the environment. Realize makes this possible with segmented campaigns for better targeting. The recommendation: Duplicate your campaigns to isolate mobile traffic from desktop or tablet traffic, instead of running a catch-all campaign. The reasoning: Mobile cost per click (CPCs) are often lower, causing the ad platform’s algorithm to spend the entire budget there. However, desktop users on premium news sites often represent a high-value demographic for home services. “If you have all device types in one campaign, you’re not going to get any reach with desktop, because mobile is going to eat up all that budget,” says Bade. “For a sophisticated marketer, you can split those to optimize for the specific behavior of each user.” ### 4. Implement Tier 1 Blocklists to Ensure Brand Safety To avoid junk traffic and low-quality leads, aggressive placement filtering is mandatory. The recommendation: Move away from open-exchange blind buying and instead apply specific blocklists for non-converting categories, like gaming or kids’ content. The reasoning: High-ticket home services ($4,400+ average jobs) require a professional context. You want your ad next to a Bloomberg article, not a mobile game. “Realize makes sure you’re only showing up on those sites that are most likely to convert,” confirms Bade. “By putting blocklists in place early, we avoid the nonsense, like kids’ gaming sites, and keep you in premium environments where your demographic actually spends their time.” ## Key Takeaways Home services companies don’t have to start from scratch to build better ad creatives for high-intent audiences. A combination of the right tools and details on what the industry leaders are doing led to better targeting, better use of budget, and more high-intent audiences for a concrete coating company. The use of motion ads, hyper-localization, device segmentation, and blocklists all helped this Realize customer stop wasting money on search traffic. And, they added transparency and control so that native advertising could be a scalable, fruitful channel. ## Frequently Asked Questions (FAQs) ### How many creative variations should I test at once? Creative ad variations can be tested endlessly to find a winner — typically, a business might test as many as they have the time and resources for. Realize experts, though, recommend testing a maximum of 10 high-quality ad variations. More than 17 variations can dilute data, Bade says, and Realize’s capabilities work best when you focus on your top 10 so the algorithm can stabilize and find the winners faster. ### What is a realistic lead cost for home services? Cost per lead (CPL) varies wildly by industry and location, and the home services industry covers a broad range of categories. Estimates show CPL in home services can range anywhere from $45 to $228 in the U.S. That said, for home services like concrete coatings, Realize experts have found that a CPL between $40 and $80 is the sweet spot for scalability. Realize allows you to monitor this number daily, so you can move budget from underperforming social campaigns into high-performing native ones the moment you hit these targets. ### How long does it take to see stable results for high-intent home services ads? Typically, digital campaigns need a few weeks to learn the audience and see performance metrics. With Realize, the goal is a 7-10-day intensive monitoring period. Realize experts monitor the early learning phase swings to ensure that by the 30-day mark, your cost per acquisition (CPA) has stabilized and your set rates (appointments booked) are meeting your ROI goals. --- ### How to Scale High Ticket D2C Products with Predictive Audiences URL: https://www.taboola.com/marketing-hub/scale-high-ticket-d2c-products-with-predictive-audiences/ Last Modified: 2026-04-13 11:48:41 For direct-to-consumer (D2C) brands selling high-consideration hardware priced at $250 and above, the path to purchase is rarely a single click. A shopper might discover you on social, compare you against three competitors, watch a review, read a forum thread, ask a friend, and only then search for your brand name a week later. That’s where many performance programs stall. Social can spark interest, but often drives single-visit drop-off. Users click, skim, bounce, and disappear before they understand what makes your product worth the price. Search captures intent, but it typically captures already-formed intent, and for premium tech products, those auctions can be saturated and expensive. This is the mid-funnel gap, the phase where people are interested, but not yet convinced. In the home cinema and tech hardware vertical, bridging that gap is often the difference between decent ROAS and scalable growth. Below is a practical framework for scaling high-ticket D2C hardware using Realize and Predictive Audiences. Realize advertising sales specialist Ari Del Rosario shows you how to move beyond basic retargeting to find the early adopters and research-driven consumers who are statistically most likely to convert. ## Aligning Creative Strategy With Native Editorial Mindsets If your product costs $250 or more, your first touchpoint shouldn’t feel like a hard sell: It should feel like an invitation to learn. Native placements live inside an editorial environment, and users behave differently there. They’re usually in reading mode, getting ready to shift gears to buy mode. That’s a massive advantage for high-ticket D2C, because education is often the missing ingredient between curiosity and purchase. Instead of sending cold traffic straight to a product page, then, shift your first click to an advertorial landing page (or a video story built like one). The goal isn’t to hide that you’re selling something — it’s to deliver the value proposition in a format that matches the user’s mindset. A strong advertorial for premium hardware usually includes: - The “problem” with the category (cheap competitors, confusing specs, misleading claims). - A clear “why now” (what’s changed, what makes this product a disrupter). - Proof of credibility (testing, reviews, use cases, comparisons, warranties). - A simple path to the next step (email capture, quiz, “check compatibility,” or a buy CTA). “With a $250 price point, you need that mid-funnel education piece,” confirms Del Rosario. “On native placements, users are already in a reading mode. We recommend leveraging advertorials or video stories to guide the buyer through the journey, effectively acting as a digital infomercial that builds brand trust before they hit the ‘buy’ button.” ## Implementing Multi-Layered Audience Targeting Once creative matches the mid-funnel journey, the next step is making sure you’re reaching the right kind of learner — because not all clicks are created equal. For premium tech, broad interest targeting can drive volume, but it often brings in casual browsers who love reading about gadgets and hate paying for them. Scaling requires a smarter progression: start with what you know, then let the platform reveal what you need to know. A strong approach is: - Seed with your existing customer data (CRM) to build lookalike audiences. - Establish a conversion baseline (the “ground truth” for what success looks like). - Once you hit a meaningful threshold, layer in predictive audiences to expand efficiently. “We don’t just throw your money into a black box!” says Del Rosario. “We start with your existing customer data to build lookalikes, but the shiny new tool our partners love is Predictive Audiences. Once we hit that 100-conversion threshold, the system identifies the subtle signals of users most likely to pull the trigger, allowing us to optimize for high-intent buyers automatically.” ## Optimizing Through Full-Funnel Visibility Even with the right creative and targeting, scaling fails when teams can’t see what’s working fast enough, or when they optimize on the wrong signal. High-ticket D2C campaigns need full-funnel visibility because: - Top-line CTR can be misleading (curiosity clicks are common in tech). - CPA can swing based on device, landing page load time, and checkout friction. - Publisher quality matters more than raw volume when the product is expensive. One practical way to bring order to the chaos is to segment campaigns by mobile versus desktop early. High-ticket buyers often research on mobile and convert later on desktop, and performance can differ dramatically by device. Then, to move quickly through the platform’s learning period, use a Maximize Conversions bidding strategy, especially in the first 7–10 days, when the algorithm is trying to map which combinations of placements, users, and creatives produce your desired outcome. “If you win, we win,” says Del Rosario. “By using our Maximize Conversions bidding strategy, we can feed the algorithm the signals it needs to get through the learning phase quickly. This gives us the visibility to see exactly which premium sites — like Apple News or TechCrunch — are driving the highest quality traffic, so we can scale what works and cut what doesn’t.” ## Key Takeaways Scaling a premium D2C hardware brand is more than scaling traffic: It takes the right traffic, delivered in the right educational context, at the stage where decisions are actually formed. By pairing mid-funnel creative with a layered targeting plan, brands can bridge the gap between social awareness and search intent. Through the Realize platform, Realize SMEs bring the technical backing and strategic oversight needed to ensure budgets aren’t just spent, but invested in repeatable, scalable growth. ## Frequently Asked Questions (FAQs) ### What is predictive targeting? Predictive targeting uses machine learning to analyze vast amounts of real-time signals — such as content consumption patterns, device habits, and historical conversion data — to identify and reach users most likely to take a specific action before they even enter a traditional search funnel. Strategically, this allows you to move beyond static audience segments by leveraging AI to find high-value prospects across the open web who exhibit the same digital behaviors as your existing best-performing customers. ### How many conversions do I need to start using predictive targeting? To achieve statistical significance, you generally need a minimum of 50-100 conversions per month for the machine learning model to accurately identify the behavioral patterns that predict future success. Strategically, starting with a robust baseline of data ensures the platform’s AI doesn’t optimize toward ‘noise,’ allowing it to effectively scale your reach to high-probability prospects across the open web. ### Why should I use native ads for high-ticket hardware instead of just Search? Performance ads for high-ticket hardware allow you to educate and build trust through storytelling before the user has even identified a specific product need, effectively warming up cold audiences who aren’t yet active in search. This strategic approach captures a massive, incremental audience on the open web by positioning your hardware as a solution within contextually relevant editorial content, rather than competing solely for the limited volume of high-intent search queries. --- ### Optimizing Google Tag Manager for High-Volume Finance Campaigns URL: https://www.taboola.com/marketing-hub/optimizing-google-tag-manager/ Last Modified: 2026-04-12 06:59:48 In the fast-paced world of microcap stock promotion and financial services, data isn’t just a metric, it’s the engine of liquidity. However, many financial advertisers face a tracking black hole when dealing with complex landing pages, third-party brokerage links, and strict compliance rejections. For many finance advertisers running lead-gen campaigns, tracking breaks down exactly where it matters most: across complex landing pages, strict compliance rules, and the moment a user clicks out to a third-party brokerage site. This guide walks through a real-world scenario: a finance advertiser scaling multiple deals with $50,000 monthly test budgets, aiming to unlock a “sky is the limit” spend phase. Realize experts Brandon Jones (solutions engineer) and Anslynn Capps (advertising sales manager) used Google Tag Manager (GTM) plus Realize best practices to fix the tracking black hole, implement high-intent event signals, and create a clean measurement layer that can survive compliance scrutiny. ## The Pain Points: Ad Rejections for “Unverified Claims” Plus Tracking Blindness on Off-Site Brokerage Clicks In the finance vertical, ad rejections can feel like a black box. This particular advertiser was repeatedly flagged for “negative or unverified claims,” a common issue when landing pages include dense microcap language, performance-adjacent phrasing, and disclaimers that don’t surface clearly during review. At the same time, performance measurement was compromised by a second problem: conversions weren’t happening on the advertiser’s site. Their “success moment” was often a user clicking out to a third-party brokerage link. Once the user leaves the site, a standard browser pixel frequently loses visibility, creating a painful combination: - Compliance friction slows or stops spend. - Measurement gaps prevent optimization. - Lack of proof makes it harder to defend ads during review. - Scaling decisions become guesswork. Realize’s approach was to fix both sides of the problem: tighten the GTM foundation so events are trustworthy, then design a funnel that captures intent, not just page views. ## How to Overcome Financial Ads Rejections With GTM Optimization: 3 Strategies from Realize Experts ### 1. Auditing the GTM Container Hierarchy Before you add a single trigger, you need to confirm you’re working in the container that’s actually live on the site. In this use case, the client was building tags in a GTM workspace that wasn’t deployed in production. “Ghost tags” existed in the interface, but never fired on real traffic. This is surprisingly common with WordPress sites that have multiple GTM plugins installed over time, theme updates that overwrite header changes, staging versus production containers, and old containers hardcoded by prior agencies. #### Troubleshooting WordPress and GTM Integration Realize SMEs recommend a manual audit to confirm the snippet is installed correctly and consistently: - Inspect the WordPress theme header.php (or your site’s header injection method). - Ensure the GTM snippet is placed inside the <head> as intended. - Confirm there aren’t multiple GTM containers firing (yes, this happens). - If you’re using plugins, use something clean and explicit like WPCode (or an equivalent snippet manager) so the container placement survives theme changes. “You can have the most sophisticated tracking strategy in the world,” says Jones, “but if your GTM container ID doesn’t match the script live on your site, you’re flying blind. We always start by inspecting the network tab in DevTools to confirm that the container firing is the one we actually have access to.” ### 2. Implementing a Multi-Layered Conversion Funnel In finance, a page view is almost meaningless. What you really want is intent-to-buy behavior. With this in mind, Realize guided the advertiser to build a funnel that creates optimization leverage before the final off-site conversion. #### Defining “High-Intent” Events They implemented three core triggers: - The 60-Second Timer (deep consumption signal): A timer trigger at 60,000 ms distinguishes drive-by clicks from real attention, especially valuable in microcap flows where serious users actually read. - The Form Submit (lead capture): This is your obvious mid-funnel conversion, but in finance it’s also a quality gate: a form submit tends to correlate with genuine interest and can be used to train optimization. - The Brokerage Click (liquidity intent/off-site handoff): This is the most important bridge event. If you can reliably track the click-out to a brokerage platform, you can optimize toward the behavior that precedes liquidity, even when the final conversion is off-site. “In finance, success is measured by liquidity,” explains Jones. “By setting up a 60,000 ms timer and scroll-depth triggers, we can differentiate between a ‘bounced’ user and someone who is genuinely studying the stock’s potential. This data allows Realize’s algorithm to find more ‘readers’ who eventually become ‘buyers.’” ### 3. Bridging the Gap With Server-to-Server (S2S) Tracking Even with perfect GTM, browser tracking has limits, especially in finance: User journeys often end on brokerage sites you don’t control, call center follow-ups are used, and compliance-driven intermediate pages cause the standard browser pixel to lose visibility. That’s why we recommended moving from “pixel-only” measurement to server-to-server (S2S) for the final conversion signal. #### Using Click IDs for Offline Conversions The usual approach is to pass a unique click ID (from the ad click) through the journey, then post back the conversion from the server side once it happens. In practice, many advertisers use tracking platforms like Voluum or Bemob to capture the click ID, persist it through redirects, tie it to an eventual conversion event, and send a server-side conversion to the ad platform. “Finance ads are heavily scrutinized by content review teams,” says Capps. “By using server-to-server tracking, we don’t just solve the tracking issue, we gain the ability to prove the quality of the traffic to our review teams, showing that the ads are driving legitimate interest in verified financial services.” This matters because S2S does two things at once: - It restores measurement when the browser pixel can’t follow the user. - It creates auditability. You can support approval and review conversions with consistent, traceable data. ## Key Takeaways Setting up Google Tag Manager for a finance campaign requires more than pasting a code snippet: It requires strategic alignment between liquidity goals and the technical architecture of your site. Through Realize, Taboola’s SMEs helped finance advertisers ensure every dollar of a $50k+ test budget was measured with confidence: the right container, the right events, and the right post-click visibility. When tracking is right, optimization accelerates, and as the client put it, “the sky is the limit.” ## Frequently Asked Questions (FAQs) ### Why is my GTM tag not firing even though I see it in my workspace? The most common reason a GTM tag visible in your workspace isn’t firing is that the container version has not been published, meaning the changes are not yet live on your web server. Strategically, you must also ensure your trigger logic aligns with the actual DOM events or URL structures on your landing page, as performance campaigns often utilize dynamic elements that standard page-load triggers may fail to capture. ### How do I track conversions on pages I don’t own, like a brokerage site? To track conversions on third-party sites like brokerage platforms where you cannot place a pixel, you must implement server-to-server (S2S) tracking by passing a unique click identifier from the performance platform to the partner site’s CRM. Strategically, this allows the external site to post back conversion data directly to the platform’s API once a lead is qualified, ensuring your campaign’s AI continues to optimize for actual sales rather than just outbound clicks. ### My finance ads keep getting rejected for “unverified claims.” Can GTM help? While Google Tag Manager (GTM) cannot directly bypass compliance rejections, it can strategically manage the mandatory disclosures and fine print required to substantiate your finance claims without hard-coding changes. By using GTM to dynamically inject localized disclaimers or “Terms and Conditions” overlays based on the platform’s referral source, you can quickly align your landing page with the strict verification standards required to maintain active ad status. --- ### Three Strategies to Optimize Conversion Tracking: Financial Services Use Case URL: https://www.taboola.com/marketing-hub/optimize-conversion-tracking/ Last Modified: 2026-04-12 06:36:59 In the high-volatility world of microcap finance, traffic isn’t the goal — liquidity and investor intent are. That’s a crucial distinction, because the path from an ad click to a meaningful action (reading a thesis, downloading an investor deck, clicking out to a brokerage, or ultimately placing a trade) is rarely direct. If your measurement strategy only tracks a single buy or lead event, you’re likely optimizing toward the wrong users, and feeding your algorithm noisy signals that inflate spend without improving outcomes. That’s also why microcap advertisers run into a familiar set of problems: - Trust is fragile. Landing pages live under strict compliance scrutiny, and even minor copy issues can delay launch. - Bots are persistent. Form fills and low-friction leads can be bot-heavy, making cost per acquisition (CPA) look great, while downstream quality collapses. - Attribution breaks easily. Investor journeys often leave your site to a third-party brokerage or a presentation host, which is exactly where standard pixels lose visibility. That’s why the right performance marketing platform can make a big difference. This guide examines a real-world example in which a finance client partnered with Realize solutions engineer Brandon Jones and advertising sales manager Anslynn Capps, to solve pixel misfires, reduce bot-heavy lead data, and implement a full-funnel tracking architecture using Google Tag Manager (GTM) and server-to-server (S2S) integrations to optimize for real investor behavior, not accidental clicks. ## Architecting a Full-Funnel Conversion Path The most important shift for microcap finance, where transactions are often less than $5 per share, is moving from single-event tracking to a multi-layered conversion framework that measures what’s known as “investor warming.” The goal is to capture a progression of intent signals so the optimization engine has enough high-quality data to distinguish curious readers from likely investors. ### Capturing Soft Conversions to Fuel Algorithm Learning For microcap deals, the distance between an ad click and a stock purchase is wide. Even a high-intent investor may spend time validating claims, reading risk disclosures, or reviewing catalysts before taking a next step. That’s why “soft conversions” matter: they’re early signals that correlate with deeper intent. To that end, Jones recommends tracking behaviors like: - 60 seconds on page (a timer-based engagement event). - 30% scroll depth (a sign of real consumption vs. bounce). - Multi-page depth (e.g., landing page → thesis page → disclosures). These events serve two purposes: - They create more optimization signals (especially early in a campaign when hard conversions are limited). - They filter out a large share of accidental clicks and low-quality sessions that never engage. “We focus on which events drive the most ‘in-the-funnel’ value,” explains Jones. “By setting up a 60-second timer and scroll depth triggers, we give the campaign the signals it needs to learn who the actual readers are, not just the accidental clickers.” Use a timer trigger for the 60-second event, ensuring it only fires once per session/page, and a scroll depth trigger for 30% (or multiple thresholds, if you want finer granularity). Then, fire your conversion tags on those triggers and pass consistent metadata like the event name, page type, and campaign identifiers if applicable. ### Measuring Intent via Resource Downloads If direct purchase or trade data lives behind third-party systems, you can still measure bottom-of-funnel intent using proxy actions that strongly correlate with investor seriousness. Common examples include: - Clicks to investor presentation/deck downloads. - Clicks to brokerage links or “Where to Buy” modules. - Clicks to supporting diligence assets such as research notes, filings hub, and FAQ pages. These are meaningful because they represent a user choosing to stop passive reading and take an action that moves them closer to executing, which is often the strongest signal you can reliably capture on owned pages. Track these as click events with link targeting rules that are specific enough to avoid false positives, e.g., target URLs containing /investor-presentation or outbound domains that match known deck hosts or brokerage partners. Then map these to distinct conversion events in Realize so you can analyze them separately (and, if needed, optimize toward the best-performing proxy). ## Solving Attribution Gaps with Server-to-Server (S2S) The moment a user leaves your owned property, traditional pixel-based attribution becomes fragile. It can be blocked by browser controls, cross-domain limitations, or the simple fact that you can’t place code on the destination site. That’s where server-to-server (S2S) tracking becomes a finance-grade solution. ### Maintaining Visibility Beyond the Landing Page When a user moves from your landing page to a brokerage site or third-party presentation host, a standard pixel loses visibility. The Realize team’s recommendation is to use Click IDs to close the loop. At a high level, the architecture looks like this: - Realize click generates a unique click ID (passed via URL parameters to your landing page). - Your site captures and stores the click ID (cookie, local storage, or server-side session, depending on your setup and privacy requirements). - When the user completes a downstream action (for example, “deck viewed,” “account created,” “application submitted”), your server sends an S2S event back to Realize with that click ID and conversion details. - Realize uses the click ID to attribute the conversion to the originating campaign and optimize accordingly. “Server-to-server (S2S) tracking is the gold standard for finance,” says Jones. “By passing a click ID, we can optimize campaigns based on actual downstream actions — like viewing a deck on a third-party site — ensuring we optimize for lower CPA based on real investor behavior.” You’re no longer optimizing just for who clicked, you’re optimizing for clicks followed by a measurable action, even if that action happened outside your domain. That’s the difference between scaling spend and scaling results. ## Navigating Compliance and Technical Implementation Finance performance isn’t just about measurement design, it’s about execution under real constraints. Finance campaigns often use compliance-heavy templates, multiple tracking layers, and frequent copy revisions. That’s exactly where tracking breaks and launches get delayed, unless you approach implementation proactively. ### Overcoming the Negative Claim Rejection Finance ads are often rejected for unverified claims, especially when language implies certainty, or when disclaimers don’t align with policy expectations. Even negative claims (implying a user will lose out if they don’t act, or implying certainty about outcomes) can cause issues, depending on wording and context. “Finance is difficult because you can’t promise ‘getting rich,’” says Capps. “When a rejection happens, we take the guesswork out of it. We submit tickets directly to our policy teams to get the exact language that needs to be tweaked, so the client can launch without delay.” Realize experts recommend escalating quickly through the proper channels to isolate the root cause, whether it’s: - Boilerplate disclaimer language. - A specific landing page claim. - An implied promise created by a headline and subhead pairing. - A mismatch between ad copy and landing page copy. Treat compliance troubleshooting like a production blocker: The faster you identify exactly what needs to change, the faster you preserve momentum and prevent repeated rejections that can throttle scaling. ### GTM Container Audit One of the most common reasons conversion tracking looks broken is surprisingly basic: the GTM container you’re editing isn’t the one running on the site. This happens a lot in finance because organizations may have multiple agencies, legacy tags, staging containers, or region-specific templates. Realize experts often provide hands-on support to audit: - Header/footer scripts to confirm the live GTM container ID. - Tag firing on all relevant pages, not just the homepage. - Trigger logic (ensuring events fire once, on the right conditions). - Network calls confirming conversion requests are sent successfully. A practical checklist to avoid these problems includes: - Confirming the GTM container ID in your page source matches the container you’re publishing. - Using browser tools (e.g., Network tab) to verify requests are firing on trigger conditions. - Validating that “soft” conversions don’t overfire (inflating counts and corrupting optimization). - Ensuring conversions are mapped correctly inside your performance software, with the right event names and right funnel stage. ## Key Takeaways Success in the finance vertical requires more than budget, it requires technical infrastructure that can separate bots from real investor intent and preserve attribution when users leave your site. When you combine the elements below, you give your platform’s optimization engine what it needs to find higher-quality users, reduce wasted spend and scale with confidence: - A full-funnel conversion architecture (soft + proxy + hard signals). - Clean implementation via GTM (with audited containers and reliable triggers). - S2S attribution (using click IDs to track downstream actions). As the client in this scenario noted: once the tracking is solid, the “sky is the limit” for spend and return on investment (ROI). ## Frequently Asked Questions (FAQs) ### Why is my conversion tracking not showing any data in the dashboard? The most common culprit on the open web is a broken chain caused by aggressive browser ad-blockers, or a missing Google Click Identifier (GCLID) parameter during redirects. The fix usually involves moving from client-side pixels to server-to-server tracking, which ensures conversion data reaches your dashboard even when the user’s browser blocks standard scripts. ### How do I track conversions on pages I don’t own (like a brokerage site)? Since you can’t place a pixel on a third-party brokerage site, you should track the outbound click to the broker as a proxy conversion or, ideally, use a postback URL if the brokerage platform supports affiliate-style attribution. This allows the external platform to ping your server once a trade or sign-up is completed, closing the loop on your media spend. ### What is the best “conversion” to optimize for in a finance campaign? For microcap campaigns, where final “Buy” actions are infrequent, you should optimize for a high-intent micro-conversion like “Stayed on Page > 60 Seconds” or “Clicked ‘Join Mailing List.’” Training the AI on these high-volume signals allows the algorithm to learn much faster than waiting for the rare data of an actual stock purchase. --- ### Repurpose Facebook Ads to Scale Your Performance Without Reinventing the Wheel URL: https://www.taboola.com/marketing-hub/repurpose-facebook-ads/ Last Modified: 2026-04-12 06:19:46 Performance marketers often feel trapped in a cycle of creative exhaustion, the sense that scaling into new channels automatically requires new formats, new messaging, and a brand-new production cycle. For high-growth brands in consumer electronics and health, the path to incremental scale isn’t to start from scratch, but rather to leverage what’s already working well. Industry experts working with performance-driven brands consistently see the same pattern — high converting Facebook and Instagram ads are treated as channel-specific assets, even though the creative insights behind them are largely channel-fluid. By extending those proven assets beyond the social feed and into performance campaigns on the open web, brands can bypass the saturation and rising costs of closed platforms while reaching users in a more attentive, research-oriented moment. The subject-matter experts in this post work most closely with consumer electronics and health and wellness advertisers who are navigating this transition and reflect this strategy — that scaling doesn’t require reinvention, but a smarter distribution of your best creative work. Read on for tips and advice from advertising sales manager Ari Del Rosario, advertising sales team lead Nick Bonanni, and senior advertising account manager Remus de Jesus, all Realize experts. ## Advantages of Repurposing Facebook Ads to Scale Performance: 3 Use Cases ### 1. Extend the Life of High ROAS Social Creative in Consumer Electronics In consumer electronics, success on Meta often follows a predictable arc: A hero product finds traction, creative testing yields a winning combination, and return on ad spend (ROAS) climbs past the 4x mark. At that point, the instinct is to push harder, increase budgets until frequency spikes, and performance begins to erode. Creative fatigue sets in, not because the message stops working, but because the audience has simply seen it too many times in the same environment. Rather than waiting for that decline, experienced performance marketing teams recommend extending those winning assets into new contexts while results are still strong. Electronics purchases, especially those over $250, rarely happen on impulse: Buyers research specifications, read reviews, and compare options across multiple sessions. That makes the open web, where users are actively consuming editorial content, a natural next step. A U.S.-based smart projector brand encountered this exact scenario. Their Meta campaign delivered impressive results early on, but returns lessened as feed saturation increased. Instead of cycling through new creative concepts, the team kept the visuals exactly the same and instead changed only the environment that they appeared in. The brand deployed those same high-engagement assets into a split-funnel strategy, using mobile placements to spark interest and desktop environments to support the final purchase decision. “Our most successful partners don’t reinvent the wheel when they join Realize — they bring their winners with them,” says Del Rosario. “For a product like a projector, we take the video assets that already have high social engagement and place them in front of users reading tech reviews or home improvement blogs. By mirroring your social creative on the open web, you build brand consistency while reaching the 25% of the internet that isn’t on social media.” The result is not just incremental reach, but alignment with user intent. When the same creative appears alongside relevant editorial content, it feels less like an interruption and more like a continuation of the research process, increasing the likelihood that users progress toward a conversion. ### 2. Pivot Health and Wellness Offers Using Existing Lifestyle Assets Health and wellness advertisers operate in a far more volatile environment. Regulatory constraints, platform scrutiny, and competitive saturation can disrupt performance overnight. A campaign that was scaling smoothly can stall due to factors entirely outside the creative itself, from stricter approval processes to increased friction in gated experiences. When this happens, waiting weeks for new creative direction can be costly. Instead, high performing teams should look to their existing asset library for flexibility. Lifestyle imagery that performed well on Instagram, often secondary to more clinical or product-focused ads, can become the foundation for a rapid pivot. One wellness brand faced sudden traffic drops when users abandoned complex medical questionnaires required for their primary offer. Rather than pause spend entirely, the team shifted budget toward a lower-threshold vitamin product that allowed straight-to-purchase conversions. They reused their best-performing lifestyle images, maintaining brand consistency while removing the friction that had stalled growth. “Performance marketing moves too fast for you to wait on a new creative team every time you pivot,” notes Bonanni. “If your medical-grade ads are stalling, grab your top-performing lifestyle shots and immediately point them at a lower-friction supplement offer. It’s about working smarter with the assets you already have in your library.” By pairing familiar visuals with a simplified offer and distributing them through performance campaigns on the open web, the brand was able to stabilize spend and preserve momentum without sacrificing compliance or brand cohesion. ### 3. Hyper-Target Niche Audiences With Social-Verified Assets Another often overlooked advantage of repurposing Facebook creative is that social platforms themselves can be helpful testing grounds for future work. Assets that achieve strong click-through rates (CTR) or engagement have already been validated by these platforms at scale, but treating those outcomes as final, rather than foundational, leaves significant value on the table. This becomes especially important for brands targeting niche or sensitive segments. One health brand working with a polarizing ambassador faced limitations when trying to scale broadly on social. While certain creative performed well, audience expansion risked backlash or inefficiency. The solution was to disconnect creative validation from audience expansion. The team selected product-focused images — simple bottle shots that had already proven effective on social — and applied them to tightly defined first-party segments across the open web. By targeting specific states and high-net-worth demographics, they preserved relevance while expanding reach beyond the confines of a social feed. “We help brands scale by taking the guesswork out of creative,” says de Jesus. “If an asset has a 3% CTR on social, it’s a proven winner. We take that social-verified asset and use Realize’s predictive targeting to place it in front of the exact demographic — whether that’s specific U.S. states or high-net-worth individuals — ensuring your existing creative works harder for every dollar.” The broader takeaway is that creative testing and audience targeting don’t need to happen in the same place: By separating the two, brands can gain more control over how and where their stronger assets perform. ## Key Takeaways Scaling your brand doesn’t have to mean ballooning creative budgets or constant reinvention: The most efficient growth often comes from redistributing what already works. Performance campaigns on the open web offer a way to extend the reach of high-performing social assets into environments that align more closely with research, consideration, and intent. Whether navigating the long decision cycles of consumer electronics or the fast pivots required in health and wellness, the principle remains the same: Your best creative deserves a bigger stage, not a complete rewrite. With the right strategy in place, those assets can carry your brand further. ## Frequently Asked Questions (FAQs) ### What are the best advertising channels to expand to after Facebook? To expand a digital presence beyond Facebook, many advertisers traditionally look toward high-intent search platforms like Google or Microsoft Ads, as well as visual discovery platforms like TikTok and Pinterest. Each offers access to different user behaviors, from active search to inspiration-driven browsing. For performance campaigns on the open web, expanding beyond Facebook to high-intent search environments and native discovery platforms means that users can be reached while they’re still consuming content. This allows advertisers to diversify audience reach across premium publisher environments, while leveraging platform-specific AI to maintain the conversion efficiency already gained on social media. ### Does social creative perform differently on news sites? Users on social platforms are typically scrolling quickly, while users on news and editorial sites are actively reading content. That shift in mindset can influence how ads are perceived, but it doesn’t mean that social creative is underperforming. In reality, social-style ads, especially those using lifestyle imagery or motion, often stand out more in editorial environments because they break up dense content in a natural way. When deployed through performance campaigns on the open web, static social images can even be enhanced with AI-driven motion, helping them feel native to the page while capturing attention, all without disrupting the user’s reading experience. ### What are some common mistakes when scaling Facebook ad campaigns to new channels? A frequent mistake when scaling Facebook campaigns is assuming that higher budgets alone will unlock growth, without accounting for how different environments affect user behavior. On the open web, aggressive scroll-stopping creative can clash with more authoritative, information-seeking mindsets of readers on premium publisher sites. Another common pitfall is failing to adjust attribution and bidding strategies. Unlike social platforms that offer rapid feedback loops, performance campaigns on the open web involve longer consideration cycles and benefit from more advertorial-style content. Brands that account for these differences and adapt accordingly are more likely to see sustainable results when extending their strongest Facebook assets into new channels. --- ### 8 SaaS Marketing Trends for 2026: The Latest Tools to Spur Growth URL: https://www.taboola.com/marketing-hub/saas-marketing-trends/ Last Modified: 2026-04-12 09:28:50 The average business uses 305+ SaaS applications (software as a service, or subscription-based software). Small or medium-sized businesses (SMBs) probably use fewer — maybe 30 to 50 — but even that number can feel unmanageable. Too many tools can lead to technical debt: outdated software, siloed data, and frustrated employees struggling with systems that don’t (or can’t) talk to each other. SaaS was built on a simple premise: to make software easier to manage. For the most part, it’s over-delivered. Not long ago, upgrading a word processing program or contact database created a logistical nightmare. It required sneakernet IT — tired specialists literally walking from desk to desk to manually install new versions on every individual machine. If that software was buggy, the fix was just as painful. You waited weeks for a physical disc to arrive by mail before IT began its cycle of manual installs again. The cloud revolution of the 2000s was only the beginning, and today, the landscape has shifted again. Now, we don’t wait for updates: CI/CD (continuous integration/continuous deployment) and evergreen management facilitate daily background software updates with zero downtime. Modern SaaS is becoming agentic, so instead of you learning the software, the software uses AI agents to understand your goals and execute tasks on your behalf. Deployment strategies like canary releases mean that 1% of new users test new features first. If errors appear, the system automatically rolls back before the other 99% see it. 2026 SaaS is (at its best) bug-free and predictive. AIOps (artificial intelligence for IT operations) can identify and patch vulnerabilities or performance lags before a human user even notices a problem. With all that said, then, what are the top SaaS trends for 2026? I’ve laid out the eight you should know below. ## Trend 1: AI Evolves from Accessory to Infrastructure In 2025, AI was the shiny new toy of the SaaS world: experimental, exciting, and somewhat chaotic. The novelty has evaporated in 2026, leaving behind something even better: invisible infrastructure. AI isn’t a feature you choose to use. Now, it’s the engine powering each stage of the B2B journey, from initial keyword research to lifecycle retention. According to a SaaS Capital survey on AI adoption among SaaS companies: - 76% use AI in their products. - 69% have deployed AI solutions in daily operations. - 88% using AI in daily operations also use it in their product. - 92% planned to increase AI use in 2025 (and likely beyond). ### The Rise of the Agentic Workflow The most significant shift this year is the transition from generative AI (which writes) to agentic AI (which acts). Advanced SaaS teams are now deploying autonomous agents that suggest content and manage entire workflows. These agents can handle onboarding sequences, lead scoring, and partner activation with minimal human oversight. #### Why it Matters for SaaS Marketing This shift creates a massive competitive advantage. Lean marketing teams can scale their operations without a corresponding jump in headcount. The value proposition for customers changes, too. Your software is more than a simple tool; it’s an intelligent partner actively working on their behalf. ### Precision Over Speed: The New Content Standard Early adopters used AI for speed, often resulting in a sea of generic, surface-level content. Today’s winners are using AI for precision. - Content scoring: AI models can predict which assets will resonate with specific buyer personas before they’re published. - Predictive analytics: AI interprets natural language processing (NLP) queries to make platforms more intuitive and accessible, turning static databases into conversational partners. - Data-driven authenticity: The challenge marketers face isn’t whether to use AI, but how to balance automation with human thought leadership. The most successful brands use AI to handle the drudge work of SEO and formatting, freeing human creators to focus on original insights and brand voice. ### Practical Takeaways To stay ahead, B2B marketers must move beyond basic chatbots and integrate AI into the core of their strategy. - Deploy vertical-specific agents: General AI is out; niche AI is in. Choose agents tailored to your specific industry (e.g., fintech or healthcare) to ensure the insights you provide are relevant to your unique buyer intent. - Focus on retention metrics: Use AI to identify at-risk users during onboarding. By predicting churn before it happens and triggering automated, personalized interventions, brands are seeing up to a 5x reduction in acquisition costs. - Human-in-the-loop strategy: Build a workflow where AI handles the data and original drafts, but human editors provide the final authenticity (and accuracy) check to help your brand stand out in an AI-saturated market. ## Trend 2: Hyper-Personalization is the New Baseline Persona-based marketing has gone the way of the dinosaur. SaaS buyers rarely respond to broad categories like “marketing manager in mid-market tech.” Instead, they expect an experience that adapts in real-time to their specific intent, product usage, and current adoption stage. Generic outreach has become invisible. Research shows that personalized CTAs and tailored experiences now convert 202% better than generic ones. The moral of this story? Hyperpersonalization is a mission-critical feature. ### The Move to Predictive Experience Design Forget the {First_Name} era. Today’s hyper-personalization is predictive: your software and marketing anticipate what users need before they request it. How? By real-time data orchestration that analyzes: - Behavioral signals: If a prospect views your enterprise pricing page five times, your website automatically swaps out “Getting Started” guides for “Enterprise Security & Compliance” case studies. - LLM-driven intent: AI agents analyze the why behind a search. Someone looking for retention frameworks receives different nurture content than someone searching for automated onboarding tools, even if they share the same job title. - Contextual awareness: Messaging adapts to external signals, like recent company news, industry-specific market shifts, or even a user’s local time and device. (Source: Azarian Growth Agency) ### Account-Level Orchestration (ABO) For B2B SaaS, an individual is rarely the only decision-maker. Personalization has scaled to the account level this year. AI systems coordinate consistent messaging across the entire buying committee (typically 6-13 stakeholders). If the CTO is concerned about security and the CFO is focused on ROI, your AI-native platform ensures that each stakeholder sees a personalized version of the same value proposition delivered via their preferred channels (e.g., a LinkedIn ad, email, or in-product notification). #### Why it Matters for SaaS Marketing By shifting to signal-responsive journeys, brands are seeing a 70% boost in conversion rates within the first year. This precision reduces marketing waste by only directing ad spend to accounts showing high-intent research behavior. ### Practical Takeaways Hyperpersonalization is only as good as the data feeding it. Audit your data infrastructure: - Consolidate first-party data: Break down silos between your CRM, marketing automation, and product usage data to create a single source of truth. - Implement adaptive web layers: Use tools that allow for dynamic landing pages. Visitors from different industries shouldn’t see the same hero image or headline. - Prioritize next best action logic: Use AI to suggest the most logical next step for each user — perhaps a specific feature tutorial for a new user or an upsell offer for a power user — which will boost retention and lifetime value (LTV). ## Trend 3: The Rise of Value-First, Content-Led Growth In the pre-cloud world, software was a one-off purchase: You bought the disc, used the code, and that was that. Today, SaaS requires an ongoing commitment, and the free trial isn’t enough to win over a cautious market. Today’s most successful brands have moved away from polished, sales-heavy campaigns toward value-led content. Buyers expect tangible proof of value before they consider a subscription. Enter the hidden buyer: non-primary users in finance, legal, and operations who hold significant veto power over B2B deals. To reach them, marketing must prioritize credibility and educational depth over razzle-dazzle. According to the 2025 LinkedIn B2B Marketing Benchmark, 94% of marketers agree that trust is the primary currency for B2B success. (Source: 2025 LinkedIn B2B Marketing Benchmark) ### Educational Content Buyers are bypassing product pages and flocking to authoritative guides that solve actual problems. Whether it’s “How to scale a remote DevOps team” or “Managing HIPAA compliance in 2026,” educational SEO is a magnet for intent-rich traffic. Savvy teams use AI to repurpose one long-form guide into a LinkedIn carousel, a 30-second TikTok explainer, and a series of newsletter deep-dives. ### Thought Leadership Thought leadership isn’t a C-suite ego play, it’s become a cost-effective acquisition tool. The 2025 Edelman-LinkedIn Thought Leadership Impact Report found that 81% of buyers say that high-quality thought leadership helps them recognize previously overlooked business opportunities. Data from FirstPageSage shows that thought leadership SEO has one of the lowest customer acquisition costs (CACs) in the industry, averaging $647 for B2B SaaS, compared to the $982 average for LinkedIn ads. (Source: FirstPageSage) ### Actionable Steps To close complex deals in 2026, arm your internal champions with content that helps them sell for you. - Stop selling, start solving: 95% of hidden buyers say thought leadership is more effective than sales materials at demonstrating a vendor’s potential. - Visual overload: People remember 65% of visual content vs. only 10% of text. Use bite-sized explainer videos and infographics to simplify complex technical concepts for non-technical stakeholders. - Prioritize human credibility: 75% of B2B marketers have increased budgets for partnering with influencers (like industry creators and subject-matter experts) to humanize their brand and bypass the AI-generated noise. (Source: 2025 Edleman-LinkedIn B2B Thought Leadership Impact Report) ## Trend 4: Community as the Primary Growth Engine In 2026, the era of one-way, polished brand broadcasting has ended. As AI-generated noise saturates every digital channel, buyers have developed a “filter” for traditional marketing. Instead, they’re turning to peers. Over 90% read online reviews, and 73% only trust recent reviews (those within the past month). Thus, SaaS marketing is continuing its transition from a support-led model to a community-led growth (CLG) strategy. According to Travis O’Leary, director of digital transformation at Candescent, “The institutions that win over the next decade will not be the ones with the most locations, but the ones with the most intelligent, adaptable, and customer-centric digital foundations.” ### The Rise of Micro-Communities Successful SaaS companies no longer view Slack groups, Discord servers, or niche LinkedIn collectives as “extra” support channels. Instead, these communities have become retention and referral powerhouses. These micro-communities offer space for customers to solve problems in real-time, share industry hacks, and celebrate wins. #### Why it Matters for SaaS Marketing By shifting the focus from user to member, brands create a sense of ownership. Digital advertisers can amplify this change by: - Directing high-intent leads into these private communities, rather than just to a landing page. - Repurposing the most helpful user-generated content (UGC) into performance ad campaigns. - Using community engagement data to identify at-risk users before they churn. (Source: BuddyBoss) ### Activating Your Unpaid Sales Force Happy customers make the best sales reps. Social proof has evolved beyond the static, generic testimonial: Today’s buyers expect unfiltered advocacy, like transparent metrics, data-backed success stories, and open-product roadmaps. Marketing teams are using long-term behavioral data to identify power users (those whose loyalty and activity suggest they’re ready to influence others). By activating these advocates through incentivized reviews, customer-led webinars, and expert Q&As, brands can create programmatic campaigns that feel authentic rather than promotional. #### Practical Takeaways Authenticity is the ultimate differentiator in an AI-saturated market. To build a credible community today: - Grant exclusive access: Invite your top 5% into a private beta group or customer advisory board. - Amplify user voices: Don’t just collect testimonials; give your advocates a platform. Let them lead your next training session or co-author your next industry report. - Embed social proof everywhere: Move your customer stories out of a case studies tab and embed them directly into the product experience and sales journey. ## Trend 5: The Shift from Reporting to Prediction Marketing without analytics is like flying blind — a financial risk SaaS can’t afford. With acquisition costs rising and competition intensifying, gut-feeling strategies are a bad idea. Success requires moving beyond traditional reporting (what happened) toward prescriptive analytics (what we should do next). According to László Attila, founder of Pixel & Prompt, “The marketers who master prediction today will own performance tomorrow.” ### The metrics that matter in 2026: - Net revenue retention (NRR): High-growth companies are hitting 120% to 130% NRR, proving they can grow through expansion without constantly hunting for new brands. - Customer acquisition cost (CAC) payback period: In a capital-efficient market, the goal is to recoup acquisition costs within 12 months. - Burn multiple: This metric measures how much you’re spending to generate each dollar of ARR. A multiple below 2.0 is the gold standard for sustainable growth. - Activation and intent signals: Tracking “Aha!” moments and high-intent behaviors (like visiting a pricing page three times) to trigger human sales intervention at the right moment. (Source: Visdum) ### The AI Advantage While still a useful tool for crunching numbers, AI has become an active part of the marketing team. According to recent B2B benchmarks, AI-related skills are the fastest-growing digital requirement for marketers, as teams move from exploratory use to advanced execution. How it’s changing the game: - Prescriptive insights: AI flags at-risk accounts for churn before they leave and recommends specific retargeting schedules based on historical success patterns. - Automated experimentation: Instead of quarterly campaigns, AI allows teams to run thousands of micro-tests in real-time, optimizing ad bids, creative assets, and email timing autonomously. - First-party data mastery: As third-party cookies vanish, your internal data (usage patterns, support chats, and CRM history) is your most valuable asset. AI analyzes these vast datasets to surface audience segments that humans could easily miss. ### Action Steps Close the capability chasm. The gap between teams using AI-driven analytics and those stuck in manual reporting is becoming exponential. To bridge it: - Shift to always-on optimization: Transition away from static reports. Implement dashboards that provide real-time visibility into your qualified pipeline and win rates. - Instrument intent signals: Connect your ad platforms to your CRM intent data. When an account shows research behavior, your budget should shift automatically to prioritize them. - Invest in data literacy: The primary barrier to AI success is the skills gap. Train your team to move toward — and embrace — strategic system orchestration. ## Trend 6: Vertical SaaS Previously, the SaaS story included horizontal giants like Slack or Salesforce — platforms designed for everyone, regardless of industry. While these tools remain important, 2026 marks a decisive shift. Vertical SaaS, software surgically designed for the nuances of a specific niche, is outpacing generalist platforms. ### Tailored Architecture vs. One-Size-Fits-All Unlike horizontal solutions requiring heavy customization or awkward workarounds, vertical SaaS can speak the “native” language of its sector. Whether healthcare, construction, or legal services, these platforms arrive tailored to the workflows, regulatory requirements (like HIPAA or SOC 2), data structures, and customer expectations of a specific need — be that performance marketing, personnel management, or workplace benefits administration. That specialization means companies need less customization out of the box, and users typically see faster onboarding, better adoption, and more actionable insights. (Source: Oubit) ### Why the Shift? Businesses are realizing that generic tools, while flexible, often lead to feature sprawl and implementation fatigue. In contrast, Vertical platforms deliver a better fit with less effort. A construction firm may choose a system that manages tasks and integrates supply chain logistics, on-site reporting, and project timelines. A healthcare clinic needs a platform that bakes HIPAA compliance and patient record management into the code, rather than adding it as a third-party plug-in. In marketing, the latest vertical tools deliver industry-specific KPIs like creative fatigue and audience-specific conversion trends that generalist analytics often miss. #### The Power Players: Vendors as Acquirers The narrative of big tech swallowing small niche players has flipped. In 2026, vertical SaaS vendors are the primary acquirers. They’re not necessarily expanding into new industries because they’re digging deeper into their own. Investors have reset their expectations, prioritizing mission-critical ownership. Instead of a construction SaaS company trying to sell to lawyers, it’s buying niche tools for adjacent problems within construction (think: compliance training or workforce planning) to create a unified, end-to-end industry suite. Strategic shifts driving this trend include moving from a single tool to a unified platform to manage the entire business cycle. By owning every mission-critical workflow, vertical vendors make switching costs so high that they effectively dominate their niche. ### Practical Takeaways For B2B marketers in the vertical space, the goal for 2026 is dominance through depth. - Market the ecosystem: Shift your messaging from what the tool does to how it manages the entire industry workflow. - Highlight regulatory ease: For sectors like finance or legal, lean heavily into how your platform automates compliance, a major pain point that horizontal tools often miss. - Prioritize M&A messaging: If your company is acquiring niche tools, focus your marketing on the unified experience to show customers they don’t need to stitch together a dozen different apps. As one Reddit commenter noted, “It seems to me that the real issue should be, ‘What’s the use case, and does it really create value for the user?’ Whether horizontal or vertical, customer adoption will depend on how useful it is in creating value. It might be productivity enhancement, higher customer retention, or revenue growth.” ## Trend 7: Trust, Privacy, and Security as Marketing Assets Security and privacy have moved beyond IT checkboxes and legal hurdles to become the primary differentiators for closing B2B deals. As enterprise buyers become more risk-averse, trust has evolved into a tangible marketing asset. It shortens sales cycles and justifies premium pricing. Brands transparent about their data stewardship win; those treating it as an afterthought are increasingly excluded from consideration. ### The Rise of Privacy-First Personalization The uncertain future of the third-party cookie has forced everyone to embrace zero-party data (data users voluntarily share) and privacy-first personalization. Customers are willing to exchange their information, but only when the value is clear, and they maintain control. #### Why it Matters for SaaS Marketing Transparency has become a core part of the product story. About 73% of organizations say the most difficult aspect of managing security is getting visibility into security risks in business-critical SaaS apps. Leaders don’t bury privacy policies anymore — now they highlight security as a frontline feature. Over 70% of consumers report trusting AI less than they did a year ago. Winning brands combat this reticence by publishing explainability docs showing exactly how their AI makes decisions and which datasets the company used for training. Another powerful counter-narrative in an era of mass data hoarding? Marketing your data minimization policy and collecting only what you need. (Source: Achieve Unite) ### Security Accelerates Sales For B2B SaaS, security certifications (SOC 2, ISO 27001, HIPAA) appear on the landing page. Marketing your security posture in 2026 is as important as marketing your UI. Other emerging trust signals this year include: - Real-time threat visibility: Some SaaS platforms now offer customers a live security dashboard that displays anomaly detection and encryption status. - The ESG and sustainability link: Today’s savvy buyers track AI spend management and the environmental impact of data processing. Sustainability is shifting from a moral claim to an operational metric, with founders tracking ESG factors to ensure long-term viability in regulated markets. - Consent-driven workflows: Instead of aggressive gated content, brands use progressive profiling. They gather data gradually through helpful interactions that build relationships, rather than create database entries. ### Action Step Don’t wait for the security audit to discuss trust — make it a central pillar of your 2026 story. - Market your certifications: Treat a new SOC 2 TYPE II or GDPR update as a major project launch. Create a trust center where prospects can easily find, verify, and share these documents with their legal teams. - Be open about AI limitations: In your product demos, clarify where it uses AI and where humans stay in the loop. Explainability is an effective way to convert AI from a mysterious black box into a strategic partner. - Audit your small signals: Inconsistent email signatures, broken links, or non-secure URLs erode trust faster than a slick ad can build it. Standardize every touchpoint to reflect a security-first (and detail-oriented) culture. ## Trend 8: Ecosystem-Led Growth (ELG) is the New Moat The cost of direct customer acquisition has become prohibitively high for many. As traditional paid channels saturate and outreach response rates plummet, SaaS leaders are pivoting from solo sales to ELG. Instead of a linear sales motion, ELG leverages a network of technology partners, agencies, and consultants to drive high-intent leads at a significantly lower CAC. Mike Nevin, managing director at Alliance Best Practice Ltd., says that, “There is no doubt in my mind that ELG should be at the forefront of every SaaS CEO looking to grow his or her company.” ### Moving to Multi-Partner Clusters The isolated partnership manager no longer exists. Today’s deals are rarely won by a single company, they’re shaped by clusters of partners — an independent software vendor (ISV) plus a system integrator (SI) and a consultant — who collaborate to solve a complex business outcome. #### Why it Matters for SaaS Marketing A strong partner ecosystem offers a sales channel and a defensible moat. Competitors can copy your features, but they can’t easily replicate a web of 50+ deep technical integrations and a bunch of loyal consultants who recommend your tool daily. Leads sourced through partner introductions close 50% faster and have higher win rates because they inherit the trust the partner has already earned. Marketing teams have begun optimizing for “alternative to + ” searches, capturing users specifically looking for tools that play nicely with their existing tech stack. (Source: Achieve Unite) ### Strategic Partner Selection More isn’t better: Your playbook should focus on high-engagement tiers. Successful brands are reallocating resources away from hundreds of passive referral links to a few dozen strategic partners who align with their ICP and business model. Partnerships have evolved from referral handoffs to unified workflows. Sales teams use platforms like Crossbeam or Reveal to map overlapping accounts in real-time and coordinate co-selling strategies. Brands are winning partner mindshare by providing tailored support across the entire lifecycle, not just at the point of sale. This assistance includes co-branded demand generation, shared Slack channels for deal support, and joint success planning. ## Key Takeaways In 2026, SaaS marketing has evolved into a high-stakes discipline where trust, precision, and ecosystem depth are the big differentiators. Lead volume isn’t the greatest measure of success; now it’s NRR and the ability to turn security, privacy, and community into tangible growth assets. By shifting from broad horizontal reach to vertical specialization and predictive, intent-based journeys, marketers drive value beyond the initial click. The ultimate winners? Those who recognize and capitalize on the value of their partner networks and customer advocates. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for SaaS in 2026? Native advertising is out. Performance advertising is in. High-intent channels like Google Search, LinkedIn Ads, and even Reddit dominate because they allow for precise, real-time optimization against revenue outcomes like CAC and NRR. In a privacy-first world, these platforms win by turning behavioral signals and first-party data into predictable, high-performing growth engines. ### How can SaaS companies reduce churn through digital marketing? SaaS companies can reduce churn by using predictive analytics to identify at-risk users and then triggering automated, personalized win-back campaigns or educational content to reinforce the product’s value. Marketing teams can use in-app messaging and SMS to guide users toward their “Aha!” moment and foster long-term stickiness through exclusive, community-led engagement. ### What are some successful examples of SaaS digital marketing campaigns? Brands like Mailchimp transform user interaction data into actionable content to help marketers build better relationships. Canva treats user generated data and design trends as content that’s easily customized, shared, and integrated. Veema (pharma) and Procore (construction) use vertical SaaS to address niche regulatory and operational pain points that horizontal tools can’t touch. ### How is AI impacting the SaaS marketing landscape? In 2026, AI has evolved from a creative assistant into an autonomous, agentic engine that executes workflows like lifecycle sequencing and real-time churn prevention. It analyzes intent signals to deliver hyper-personalized content at scale across the entire buyer journey. Its expanded role allows lean marketing teams to achieve massive leverage, turning SaaS platforms into intelligent partners able to proactively solve customer programs. ### What are the key metrics for measuring success in SaaS digital marketing? This year, the focus has pivoted toward efficiency and durability, prioritizing NRR and the CAC payback period to ensure sustainable growth. Teams are tracking activation rates and product-qualified leads, which provide a more accurate picture of how digital marketing drives actual product adoption. These metrics align marketing spend with long-term profitability, rather than just top-of-funnel volume. --- ### Solving Attribution Gaps With S2S Tracking in Finance Lead Gen URL: https://www.taboola.com/marketing-hub/s2s-tracking-for-attribution-gaps/ Last Modified: 2026-04-12 14:50:44 As finance marketers become more tech-savvy and data-driven, they’re discovering some useful strategies to help with lead gen and growth. In this highly regulated market, accurate data is the difference between a scaled success and a costly failure. The right tracking tools make a big difference in aligning with user journeys to understand how finance users move between and among sites, and how to ultimately close deals with engaged audiences. ## Bridge the Attribution Gap for Third-Party Conversions Standard pixel tracking often falls short when financial services prospects move from a landing page to a third-party brokerage, or offline deposit site. Instead, server-to-server (S2S) tracking can offer a better way to eliminate the blind spots caused by cookie blockers or cross-domain hurdles. With S2S tracking, data moves directly from the advertiser’s server to the Realize platform. This is especially relevant for the microcap investment market. Finance advertising experts Brandon Jones, solutions engineer, and Anslynn Capps, advertising sales manager, both of Realize, explain here how to approach finance and microcap investment marketing to find and engage the right audiences on the open web. Their advice is based on a real-world use case: a finance advertiser navigating the complexities of tracking investment interest beyond the initial click. In the case of this advertiser, their ultimate success metric is stock purchases, which take place on external brokerage sites that don’t support pixel placement. See what the experts advise, and try these tips to improve your own rates of return for investment performance marketing and advertising campaigns. ### Utilize Click IDs for Post-Click Visibility Standard pixels lose sight of the user once they leave the advertiser’s domain. To solve this problem for finance advertisers, the experts recommend a handshake method using the Realize Click ID. This allows for offline conversion reporting that feeds directly back into the Realize performance marketing algorithm to optimize campaigns going forward. “The pixel is great for on-page engagement, but for finance players, the real action often happens on a brokerage site you don’t own,” points out Jones. “By passing the Realize Click ID through your tracking platform (like Voluum or Bemob), you can send that data back to Realize once the purchase is confirmed. It turns invisible offline actions into actionable optimization signals.” ## Combine Pixel and S2S Tracking for a Full-Funnel View The finance advertiser in this case was seeing high bot traffic and low-quality leads from their email signups. They chose a combination of pixel and S2S tracking for a more robust qualification method. ### Optimize Toward High-Intent Engagement Signals While waiting for the deep-funnel S2S data to populate, the experts suggested that this finance advertiser use the Realize pixel to track high-intent proxy behaviors, like 60-second time-on-page or investor presentation downloads, to train the algorithm early. “Don’t just track the lead, track the intent,” advises Capps. “In finance, we see a lot of noise with email signups. We recommend layering pixel-based engagement triggers — like a 60-second timer — with your S2S deposit data. This gives a performance marketing platform like Realize the breadbox of data it needs to find investors, not just clickers.” ## Address Content Restrictions Through Technical Precision Within the regulated finance vertical, a common challenge can be navigating the strict “unverified claims” rejection policies. This particular advertiser had to ensure that landing page disclaimers and tracking were perfectly aligned to avoid any lags in data capture. ### Align Landing Page Logic With Compliance The Realize experts found that the company’s ad rejections often resulted from unverified claims. This finance advertiser needed to pair technical tracking with clear disclaimers, ensuring that the content review team could verify the legitimacy of the service being tracked. “Finance ads are heavily scrutinized,” says Jones. “If your landing page is flagged for unverified claims, it pauses your data learning. We made sure this advertiser’s boilerplate disclaimers are visible to the review team while the S2S pings are firing in the background. Stability in your tracking setup leads to stability in your campaign approval.” ## Key Takeaways Financial services advertisers have to be strategic about how they’ll track and engage potential leads to then tailor messaging and offers to them. For open web advertising, implementing S2S tracking is more than a nice-to-have option: It’s now necessary to go beyond browser limitations, bringing trusted, high-fidelity data to the performance marketing platform or other performance engine. Then, marketers can optimize for return on ad spend (ROAS) and actual stock liquidity based on real numbers. Guesswork isn’t an option for modern finance marketers, especially in microcap investing. ## Frequently Asked Questions (FAQs) ### What is the primary benefit of S2S over pixel tracking? Generally, server-to-server (S2S) tracking is more reliable than pixel tracking, since it isn’t affected by cookie expiration, ad blockers, or browser settings. Specifically in terms of performance marketing campaigns on the open web, S2S tracking offers more protection against those browser-level disruptions, including ad blockers and poor connectivity. These issues can lead to conversion data loss, which then degrades the quality of campaign data. S2S tracking can create a more stable, accurate feedback loop, which helps marketers strategize better and improves AI learnings. Performance marketing platform AI can optimize campaigns using 100% of the conversion data instead of a fragment of it, leading to better targeting and results. ### Can I use both S2S and pixel tracking together? These two tracking methods can indeed be used together, and often are used in tandem to track different funnel stages. For performance campaigns on the open web, it may make more sense to use a hybrid setup to be able to capture immediate client engagement, as well as ensuring a more resilient, server-side record of final conversions. This approach also helps performance platform AI technology use pixel tracking data for real-time traffic signals, like page views, while the S2S tracking data is more reliable for accurate lead attribution or sales that browser scripts might miss. ### Is S2S tracking difficult to set up? This depends on your performance platform, but S2S tracking is typically a one-time structural setup task that requires either server-side knowledge or a third-party tracker. When considering setting up S2S tracking for a performance campaign on the open web, you’ll have to configure a postback URL between the server and ad platform. The long-term gains usually make this setup worthwhile — you’re creating a high-fidelity data loop that’s immune to browser-based disruptions. That leads to better optimization of performance campaigns, since that reliable data includes 100% of conversion signals. --- ### 2026 Content Marketing Statistics: Key Data to Shape Your Strategy URL: https://www.taboola.com/marketing-hub/content-marketing-statistics/ Last Modified: 2026-03-31 13:03:16 Content marketing forms the cornerstone of modern brand-building. As a B2B marketer, you create high-value, relevant experiences that nurture long-term relationships. Artificial intelligence (AI) has added another layer of complexity to the marketing landscape, though, and search behaviors have shifted as consumers rely more on AI summaries at the top of search engine results pages (SERPs). As a result, click-through rates (CTRs) have declined — and so have attention spans. You might find yourself having to justify your budget more often, or show the tangible, positive impact of your work to various stakeholders. In short, you’re facing some pretty stiff headwinds in 2026. Still, data remains king. It doesn’t matter if you’re developing a new roadmap, refining last year’s strategy, or weighing the return on investment (ROI) of new channels like short-form video or branded podcasts — grounding your decisions in benchmarks remains non-negotiable. To help you optimize your strategy for 2026, I’ve compiled a list of essential stats covering effectiveness, ROI, lead generation, and the nuances of the B2B and B2C markets. These figures highlight the ongoing transition from volume-based production to AI-enhanced personalization, quality over quantity, and the ongoing role of video. Use these insights to align your goals with strategies proven to drive growth, get results, generate leads, and make the folks who control your budget happy. ## Top Content Marketing Statistics 2026 Looking for a quick overview? These statistics highlight the direction of content marketing in 2026, and how other top marketers are leveraging it to grow brand awareness and generate leads: - 93% of marketers believe their budgets will stay the same or increase in 2026; 37% said their budgets are shrinking, by generally under 10%. - In 2026, 95% of B2B marketers are using AI-powered marketing applications; 80% use AI for content creation, and 75% for media production. - 45% cite AI-powered tools as among the top three investments, followed by events/experiential marketing (33%) and owned media (32%). - 97% of marketers have a content strategy for 2026, with 61% indicating it significantly or moderately improved results and ROI. - 89% of marketers use AI-powered tools for content creation, and 53% use them to create and edit images, videos, and other visuals. - LinkedIn is the top channel for publishing thought leadership (76%). - Short-form video remains king, generating the highest ROI in 2025 (104%). Most marketers said it was the most effective channel and plan to continue investing heavily in it throughout 2026. ## B2B Content Marketing Statistics A strategic blend of high-tech efficiency and high-touch connection defines the 2026 digital landscape. As companies navigate an increasingly saturated information market and try to cut through the noise, they’ve shifted their focus from volume to measurable impact and multi-channel integration. From the dominance of AI in the creative process — and metrics collection and analysis — to the resurgence of face-to-face engagement, these statistics highlight the benchmarks and priorities shaping today’s content marketing environment. - Content marketing is a part of 92% of B2B marketers’ marketing strategies, according to the Digital Marketing Institute. - The most effective distribution channels in 2025 were in-person events (52%), webinars (51%), email that didn’t include newsletters (42%), social media (42%), corporate website blogs (41%), and email newsletters (37%). - The most popular content types, according to Leadfeeder, were case studies/customer success stories (41%), videos (39%), blogs (37%), and podcasts (31%). - According to HubSpot, blog posts were among the top five highest-ROI content formats and among the top five content formats marketers will invest in for 2026, followed by short-form, live, and long-form video and user-generated content. - 94% of marketers will use AI in content creation in 2026. - Among social media platforms, the top ones marketers will use to support short-form video in 2026 are Instagram (48%), Facebook (43%), YouTube (42%), TikTok (32%), and Twitter/X (31%). - 12% of B2B marketers say they exceeded goals, 47% felt they met most goals, and 31% reported mixed results. ## B2C Content Marketing Statistics While B2B data often dominates industry reports, the B2C sector is seeing a demand for human-centric digital experiences. Today’s B2C success hinges on the depth of engagement and the speed of trust, so these marketers prioritize quality over quantity. The following trends showcase how B2C brands are acknowledging consumers’ prioritization of video and authenticity, and bridging the gap between automated scale and personal connection. - Video content is key to attracting audiences: 96% of consumers watch an explainer video to learn about a service or product, videos convince 85% of people to make a purchase, and 84% of consumers want more videos in 2026. - Companies embracing hyperpersonalization see 40% more value. - 43% of marketers name engagement rate as the top metric to rate. - 70% of B2C marketers have incorporated content marketing into their strategy, with 83% creating short articles or posts and 90% using social media to share content. - 83% of B2C marketers agree that quality trumps quantity — even if doing so reduces posting frequency. - B2C marketers said in-person events had the best results (48%), followed by short articles/posts (47%), videos (45%), and virtual events, webinars, and online courses (41%). - The top three paid channels included in B2C marketers’ content strategy include social media advertising/promoted posts (88%), search engine marketing (SEM) and pay-per-click (PPC) (73%), and sponsorships (55%). ## Content Marketing ROI Statistics Content marketing ROI data helps you strategize where (and how) to allocate your content marketing budget to generate the biggest impact. Here’s how some of the numbers are shaking out: - The top marketing channels with the biggest ROI, according to HubSpot, are websites/blogs/search engine optimization (SEO) (27%), paid social media content (26%), organic social media content (24%), email marketing (22%), brand awareness (19%), and content marketing (17%). - Email marketing generates $10 to $36 ROI for every dollar spent. - The marketing channels driving the highest ROI are email marketing, SEO, and content marketing (blogs and video). - 90% of marketers report a positive ROI from video content, with 95% agreeing that video is a critical component of marketing strategy, and 85% planning to maintain or increase their spend on this tool. - 90% of marketers share videos on YouTube, 86% on Facebook, 79% on Instagram and LinkedIn, 54% on Twitter/X, and 35% on TikTok. ## AI in Content Marketing Statistics For content marketers in 2026, AI has transitioned from a shiny new experiment to become an integral part of operations. The following information, drawn from major industry reports including HubSpot’s 2026 State of Marketing and the Content Marketing Institute, outlines the current impact and projected trajectory of AI in this industry. - Approximately 81% to 87% of marketers use AI-powered tools for content tasks. - 51% plan to increase their spend on AI-driven content. - The top five uses for AI in content production include generating and optimizing copy (89%), generating and editing visual assets (53%), SEO (41%), social media management (38%), and email marketing (36%). - Marketers estimate that human-written content costs 4.7 times as much as AI-generated content; many companies are experimenting with or adopting a hybrid AI-generated, human-edited model. ## Content Marketing Growth Statistics Content marketing has a direct impact on growth metrics: - 30% of content teams are investing in short-form video, 13% in live streaming video, and 12% in long-form video in 2026. - 58% of marketers say content marketing generates sales and revenue. - 72% of companies credit content marketing with boosting lead generation. - Nearly 30% of marketers name brand awareness campaigns as a top investment for delivering the highest ROI. - 33% of marketers measure revenue impact, followed by lead quality/conversion rates (27%), productivity metrics (20%), customer satisfaction scores (11%), and customer engagement (9%) to calculate ROI. - According to Forbes, personalization can boost sales by 40%, with 89% of marketers agreeing that personalization is essential. ## Content Marketing Lead Generation Statistics Marketing teams know that content marketing boosts lead generation in various ways, which is why almost 90% use it. - Compared to outbound marketing, content generates more than 3x as many leads and costs 62% less. - According to 81% of marketers, content marketing helps elevate brand awareness. Websites with regularly updated blogs have over 430% more indexed pages than static websites without one. - 51% of content marketers credit new tech with improving effectiveness, but note that human involvement contributes to 74% of that improvement. - 77% of marketers rate their leads as “high” or “very high” quality, according to HubSpot. - While B2B marketers try to balance quality and quantity, 68% of businesses struggle with lead generation. - 95% of B2B marketers use AI-powered apps, with 20% saying their implementations are exploratory, 48% developing, 24% established, 5% advanced, and 3% leading. ## Content Marketing Statistics by Channel Successful content generation does not require being everywhere at once: It’s much more effective to be in the right place with the right purpose, with content crafted appropriately for the audience(s) you’re targeting. Each channel has a different advantage, whether it’s the long-term compounding authority of SEO-rich blogs or more immediate, high-impact engagement of short-form videos and email. Abandon random acts of content and embrace a more deliberate roadmap. The insights below can help you audit your content mix, identify high-ROI opportunities, and align your distribution strategy with your target audience’s specific behaviors. ### Organic Search - Organic search results account for 94% of all clicks, but GenAI (and AI overviews) have led to 60% of searches ending without a click; 30% of marketers have reported decreased traffic since consumers have begun relying on and using AI tools more frequently. - 53% of bloggers struggle to attract search engine traffic, even though blogs remain a top content channel for SEO authority and lead generation for B2B and B2C audiences. - Even though fewer than 10% of marketers currently use voice search optimization, over 20% of the world’s 1.5 billion internet users aged 16+ use voice assistants to find information; Statista predicts that by the end of 2026, 157+ million people in the U.S. will use voice assistants. - Just over 20% of marketers write for search engines, versus nearly 80% of marketers who prioritize writing for humans. - Over 92% of marketers already use or plan to optimize SEO for AI-powered and traditional search engines. ### Video Content Marketing Statistics - 91% of companies use video as a marketing tool, a 3% increase from 2025. - 45% credited video as their top-performing content in 2025. - 82% of marketers say they’ve seen a solid ROI from video marketing, 93% credit videos with increasing brand awareness, and 82% say this content has helped increase web traffic. - 85% of marketers credit videos with helping to generate leads and 83% say it has directly increased sales. ### Podcasting - In 2025, 61% of B2B marketers (41% B2C) used audio platforms like podcasts to increase the accessibility and personalization of content delivery. - Branded podcasts can increase brand favorability by 14%, and 38% of listeners purchased products based on a podcast ad. ### Email marketing - 71% of B2B marketers use email newsletters as part of their content strategy. - 31% of B2B marketers say newsletters are an effective lead-nurturing tactic. - 72% of consumers prefer email marketing over other options. - 77% of B2B marketing teams say instructive and personalized email content performs best. - The ROI for email marketing averages $42 for every $1 spent. - By 2027, the email marketing industry may reach nearly $18 billion. ## Key Takeaways: How to Make the Most of Your Content Marketing Strategy in 2026 To stay ahead in a year defined by zero-click searches and AI-driven discovery, embrace content marketing and keep these pillars in mind: - Optimize for the zero-visit reality: With AI overviews and generative search engines (GEO) answering queries right on the search engine results page (SERP), traditional CTRs are feeling some pressure. Structure content for extraction, using clear answer blocks at the beginning of each section to help AI models identify your content as a source of truth. - Prioritize humans-in-the-loop: The cost of AI-generated content is almost 5x lower than that of human-written work; however, value follows the same curve. Use AI for the heavy lifting, like summarizing, drafting, and SEO tagging. Avoid AI schlock by incorporating personal anecdotes, original (fact-checked!) research, and a distinct brand voice AI simply can’t create (or imitate). Humans still need to own the vibe. - Champion short-form video: Video remains the key for ROI, with a large percentage of marketers reporting positive returns. A caveat: 2026 favors raw and relatable over highly polished. Record a long-form session (podcast or webinar) and use AI tools to spin it into 15+ short-form clips for social media. - Embrace owned media. As algorithms on social media platforms and search engines remain unpredictable, lean into your most stable assets — email lists and proprietary data. Double down on email marketing and interactive owned assets, like calculators, portals, or gated community groups. Consider moving your audience away from rented land (social media) and into environments where you control the data and the relationship. - Pivot from reach to relevance: Mass messaging is so last year: Audiences favor micro-communities and appreciate hyper-personalization. Ignore vanity metrics and look at engagement depth and lead quality. Build closeness and community, which fosters the speed of trust necessary for modern conversions. ## Frequently Asked Questions (FAQs) ### What is the success rate of content marketing? In 2026, the success rate of content marketing is high but increasingly stratified. The definition of success has shifted from vanity metrics to measurable business impact, with over 41% of marketing teams using sales to measure success, according to HubSpot. It generates 3x more leads than outbound marketing, and has strong conversion power when videos and email marketing are part of the toolbox. ### What is the average ROI for content marketing? ROI for content marketing is usually positive, but results vary by channel. Overall, according to SQ Magazine, the average 2025 ROI for content marketing was $7.65 for each $1 spent. Email marketing’s ROI averages $42 per $1 spent. In 2025, for every $1,000 spent on short-form video, direct sales attributed $8,900, and AI-enhanced podcasts saw a 650% increase in ROI. ### What is the average budget for content marketing? The U.S. Small Business Administration suggests that businesses with under $5 million in revenue should allot 7-8% of gross revenue to marketing. Mid-sized businesses should invest 6-9% of revenue, and startups or high-growth businesses should invest 20-50% of revenue. In a very competitive industry, you may want to allocate 10-15% or more. Once you have your dollar amount, Almcorp’s recommended budget breakdown for 2026 is: - Content marketing SEO/AEO: 25-30%. - Email marketing: 15-20%. - Paid search (PPC): 10-15%. - Paid social media: 10-15%. - Video marketing: 10-12%. - Marketing tech and AI tools: 8-10%. - Influencer and partnership marketing: 5-8%. - Testing and innovation: 5%. --- ### Best Performance Advertising Platforms for Campaign Set Up in 2026 URL: https://www.taboola.com/marketing-hub/best-platforms-for-campaign-set-up/ Last Modified: 2026-05-24 08:15:40 For performance marketers, the campaign platform you choose will likely be a tool you consult every day. With the advanced features and AI power behind many of today’s campaign platforms, these tools can run a wide range of performance marketing functions to avoid wasted budget, provide deeper data insights, and continually identify high-value audiences. To choose a campaign platform wisely, know what your specific goals are, what your budget is and how flexible it is, and have a sense of audience behavior. When you’re first researching platforms, consider targeting precision, tracking capabilities, and existing customer relationship management system (CRM) integration across different ad platforms. ## 9 Best Performance Platforms for Campaign Setup, Compared Platform Why It’s Essential Core Use Cases and Features Best for (Performance Advertisers) Pricing Model (Indicative) 1. Realize Automates campaign creation with outcome‑aligned setup logic. Key performance indicator (KPI)‑driven campaign templates, real‑time activation, performance‑linked targeting and budgeting. Performance advertisers seeking automated high‑return on investment (ROI) setups. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. AdEspresso by Hootsuite Simplifies campaign creation across Meta and Google Ads. Guided setup, split‑testing creation, automated suggestions. Small-to-medium businesses (SMBs) and performance advertisers seeking fast setup. Subscription (from about $49 per month). 3. Adzooma All‑in‑one campaign management and setup. Multi‑platform campaign creation tools and automation. SMBs and performance advertisers needing integrated workflows. Free and paid plans. 4. Birch (Revealbot) Rule‑based setup automation and templates. Bulk setup rules, pre‑built automation logic, multi‑platform support. Agencies and automation‑first performance teams. Subscription (varies). 5. Google Ads Editor Free bulk campaign editing and offline campaign setup. Upload/edit campaign structures in bulk, and import/export files. Search advertisers and search engine marketing (SEM) teams with heavy Google Ads usage. Free (Google tool). 6. Optmyzr Advanced setup automation with bulk campaign creation. Bulk campaign templates, automation scripts, optimization workflows. Mid‑large pay per click (PPC) teams and agencies. Subscription (from about $200 per month). 7. Semrush PPC Toolkit Keyword/competitive analysis and setup guidance. Research tools to inform campaign setup, competitor insights. Performance advertisers focused on search strategy. Subscription. 8. WordStream Advisor Automated recommendations for campaign structuring. Guided setup, cross‑platform campaign creation, keyword suggestions. SMB and mid‑market performance advertisers. Tiered subscription. 9. Zapier (with Ad Platforms) Automated setup workflows between tools. Connect creative/data sources to ad setup flows. Teams automating setup tasks via workflows. Subscription. ### 1. Realize Why it’s essential: Realize is a performance-driven advertising platform designed to simplify and automate the campaign setup process for the open web, consolidating setup workflow into a single, intuitive interface. The platform is used to automate complex tasks such as tracking implementation and creative generation, effectively removing technical barriers and manual errors that often delay campaign launches. Showcased features:  - Abby AI automates the onboarding process and campaign launch using an Onboarding Wizard that applies Realize best practices for a faster, smarter setup. - Automates the creation of event- and URL-based tracking without developer support once the initial Pixel is active. - Social Importer quickly repurposes top-performing Facebook and Instagram creatives into Realize display ads to save time on asset production. Best for: Realize is optimized for D2C brands, as well as those operating in industries like financial services, where the customer journey involves high-consideration buying behavior, providing end-to-end support from creative generation to tracking validation. Pricing model: Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. Pros:  - Automation tools drastically cut down the manual labor required to get campaigns live. - Features such as Codeless Conversions allow non-technical marketers to implement accurate tracking without writing code or using GTM. - Tools like Bulk Edit and the Tracking Test Tool provide clear visibility and validation to prevent costly setup mistakes at scale. Cons:  - Some advanced AI bidding and simulation tools require a learning phase with historical data before they reach peak accuracy. - Creatives brought in through the Social Importer are not editable once uploaded, which can limit fine-tuning during the initial setup. - Certain high-value setup and targeting tools, such as Search Keyword targeting or specific bid caps, are currently in limited beta or restricted to certain markets. ### 2. AdEspresso by Hootsuite Why it’s essential: This platform is a streamlined central option for managing multi-channel campaigns across Facebook, Instagram, and Google Ads, bringing simplicity to A/B testing and automated optimization. Showcased features:  - Very fast A/B testing with ad variation creation. - Custom rules that reallocate budget to highest performers. Best for: SMBs and solopreneurs. Pricing model: Subscription-based, from about $49 per month to $259 for enterprise features. Pros:  - Ease of use. - Library of webinars and guides for performance marketers. - Centralized dashboard and fast experimentation. Cons:  - Limited platform support beyond Meta and Google. - Some advanced features of native platforms aren’t available. ### 3. Adzooma Why it’s essential: This platform acts as an efficiency layer without high cost, offering a dashboard that shows immediate opportunities to cut wasted spend. Adzooma also provides a PPC health score across different networks. Showcased features:  - Automation rule engine can manage accounts 24/7. - Suggestion engine constantly analyzes accounts and suggests remediations. - Includes SEO and web performance tools. Best for: SMBs, freelancers, and small teams managing a mix of Google, Microsoft, and Meta ads. Pricing model: Robust free tier, with paid plans starting around $70 per month for advanced automation and more data refreshes. Pros:  - Very easy to use the free version. - Fast to set up. - Brings a consistent view across Google and Microsoft Ads. Cons:  - No advanced scripting controls. - Doesn’t offer much strategic support. ### 4. Birch (Revealbot) Why it’s essential: Birch, formerly Revealbot, can help performance marketers manage budgets across platforms with rule-building engine capabilities, and can execute complex strategies across several platforms at once. Showcased features:  - Visual builder for advanced rule construction. - Server-side tracking for first-party data. - Bulk-creation tool for ad variations. - Easy external data integration. Best for: High-growth e-commerce brands and teams managing multi-channel campaigns that need to scale quickly. Pricing model: Usage-based, tied to monthly ad spend, with plans starting around $49 per month for spend up to $10,000, and a pro tier that unlocks the automation engine and custom integrations. Pros:  - Extremely flexible in automating almost any manual action. - Consistent in applying logic across platforms. - Performs 15-minute checks to help save wasted budget. Cons: - Pricing based on spend and can grow quickly. - Platform requires technical setup. - Doesn’t create any visual content itself. ### 5. Google Ads Editor Why it’s essential: Google Ads Editor is a fast desktop app that offers offline management, cutting out the latency of web browsers and providing bulk processing capabilities. Showcased features:  - Bulk editing tools work across thousands of ads at once, and offline management works quickly. - Can manage multiple Google Ads accounts from a single dashboard, very useful for agency-side performance marketers. Best for: Power users, SEM specialists, and agencies managing complex accounts. Pricing model: Free. Pros:  - Very fast, with time savings when duplicating campaign structures or updating messaging. - Safety net lets you review changes before they affect spend. - Massive scale is possible. Cons:  - Syncing latency can be tricky with multiple users on the same account. - Steep learning curve and lots of manual work. ### 6. Optmyzr Why it’s essential: This automation layering tool brings granular control to performance marketers to audit AI-driven campaigns and create custom rules without writing code. Showcased features:  - PPC investigator diagnostic tool maps why a campaign went up or down. - Rule Engine builder lets users automate complex tasks. - Campaign automator can build and manage ads based on live inventory or product feed. Best for: Intermediate to advanced PPC managers, teams managing high-spend accounts, and e-commerce brands with a wide product range. Pricing model: Tiered subscription based on ad spend, starting around $200 a month and going up as managed spend increases, with more features available. Pros:  - Opens up hidden Google Ads data. - Brings efficiency to teams. - Includes a library of automation scripts. Cons:  - Cost can escalate quickly. - Technical setup is required and learning curve can be steep at first. ### 7. Semrush PPC Toolkit Why it’s essential: Semrush helps performance advertisers map out the competitive landscape, including keywords that rivals are bidding on, how much they’re spending, and what their ad copy is. Their massive keyword database helps find gaps and opportunities. Showcased features:  - Keyword Magic Tool taps into a 25 billion-keyword database for terms that can lower CPC while maintaining high intent. - Analyzes competitor strategies over time. - PPC Keyword Tool organizes keywords into ad groups and optimizes lists. Best for: Performance marketers, e-commerce managers, and teams prioritizing competitive intelligence and keyword discovery as the foundation of their campaign setup. Pricing model: Subscription-based, with three tiers ranging from about $140 per month to almost $500 per month. Most PPC research tools are included in the two lower tiers. Pros:  - Competitor keyword visibility offers rich data. - Performs end-to-end workflows, from research to ad copy creation and tracking. Cons:  - Data estimations aren’t completely precise. - Can supply too much data depth for smaller campaigns. ### 8. WordStream Advisor Why it’s essential: WordStream provides a simplified approach for non-experts and smaller businesses vs. working directly in Google and Meta interfaces. It’s still useful for those without a lot of time and resources for PPC software and expertise. Showcased features:  - Proprietary “20-Minute Work Week” dashboard suggests changes to make. - Performance graders audit your account to find wasted spend. - Smart ads tools help repurpose existing assets. Best for: Small business owners, marketing generalists, and beginners spending between $1,000 and $10,000 per month. Pricing model: Subscriptions based on ad spend, starting around $300 per month. Pros: - Simple, easy-to-use interface. - Cross-platform sync. - Context on why the platform suggests certain optimizations. Cons:  - Costs can scale quickly. - Less granular control than other platforms or for enterprise-level accounts. ### 9. Zapier (with Ad Platforms) Why it’s essential: Zapier can serve as a connector for performance advertising by automating tasks like moving lead data, syncing audiences, and tracking offline conversions across the CRM, lead forms, and ad platforms. Showcased features:  - Real-time lead sync from Facebook or Google into the CRM or Slack for fast reaction times. - Offline conversion tracking opens up value-based bidding for high-value customers. - Dynamic audience syncing saves a lot of update time. Best for: Growth marketers, revenue teams, and performance teams that need to integrate fragmented tools. Pricing model: Free tier for single-step automations; paid plans start around $20 per month and go up to $49 or more per month for more features and speed. Pros:  - Highly connected to more than 8,000 apps. - Cuts lead response times from hours to seconds. - Easy to use for non-technical marketers. Cons:  - Task usage can add up quickly. - API changes in connected apps can cause data gaps. - Some latency is possible, depending on the plan. ## Getting Started with Campaign Setup in Performance Advertising Tools Getting things right from the start is always easier than troubleshooting later, especially when you’ve got campaigns up and running and there’s real budget on the line. Here are some tips to consider. ### Common Mistakes to Avoid When Setting Up Advertising Campaigns When you’re getting started setting up a performance advertising campaign, try to avoid these common mistakes: - Failing to set realistic or clear goals. - Improper audience targeting. - Using low-quality creative. - Not using negative keywords. - Poorly managed budget. - Inaccurate assumptions about CPA numbers. - Not closely or continually monitoring ad performance. ### Establishing a Good Starting Budget for a Performance Ad Campaign Performance marketers are likely already keeping a careful eye on all the data required to set up an ad campaign, including target spend, ROI, and ROAS. The initial budget is ideally big enough to collect useful data for algorithms to learn from — that’s usually $500 to $3,000 per month for small businesses. For faster learning, consider spending 15x-20x the desired daily CPC. Other tips to consider: - Work backward: Decide how many leads per month you need, at least for the first few months, then multiply that by your cost per lead and set that resulting number as a monthly budget. - Use percentage of revenue: Another common benchmark is to allocate 5% to 10% of revenue for marketing, though fast-growing startups may increase that to 15% to 20%. - Include a testing allowance: Earmark 15% to 20% of the total marketing budget for testing and piloting new tactics to figure out what works as quickly as possible. ### Performance Advertising Campaign Creation Checklist Setting up a first campaign involves a lot of details, even when you have help from a strong platform. Here’s what to remember before, during, and after launch. #### Before Launch - Define objectives and KPIs, with timelines and specific numbers. - Define target audience: demographics, interests, location, online behaviors, and any other available data points. - Set the budget: daily and monthly and divided up by platform. - Decide on the offer that you think will be a good incentive for the audience. - Research competitor strategies, keywords, and creative. #### Creative and Content - Write the most succinct, clear, action-oriented messaging you can for the user’s problems and needs. - Create high-quality visual assets, including images and videos. - Develop variations for testing, including headlines, images, and calls to action (CTAs). - Build a landing page tied to the ad you’re running, making sure it’s fast and mobile-friendly. #### Infrastructure Setup and Launch - Implement pixels for the right platform, like Meta or Google, and set up conversion tracking before the campaign launch. - Organize the campaign into ad groups with relevant keywords and targeting. - Decide which bidding strategy to use, like target CPA or maximum conversions. - Perform a compliance review ahead of launch to make sure your ads meet compliance requirements. #### Learn and Optimize - As data starts coming in from your first campaign, monitor the relevant KPIs, like ROI, CPA, click-through rate (CTR), and whatever else is relevant to your business goals. - Plan and carry out A/B testing regularly with ad creatives, audience targeting, and landing pages. - Adjust budget to put more money toward high-performing campaigns, focusing on gradual scale. - Update ad content to prevent fatigue. ## Key Takeaways Choosing the right platform for campaign setup is one of the most important tasks a performance advertiser does. With a wealth of options on the market, performance marketers should balance the capabilities that the business needs against the allocated budget. Some key features to explore are automation, cross-platform dashboards, data analytics, ad creation vs. ad management, and tracking. ## Frequently Asked Questions (FAQs) ### What problems do campaign setup tools solve for performance advertisers? Campaign setup tools can help performance advertisers work a lot faster and more accurately. Campaign setup platforms automate complex or repetitive tasks and can more easily manage multiple channels, audience targeting and retargeting, budget pacing, and performance analytics and reporting. It’s especially useful to have a centralized tool that manages ads across search, display, and social from one place. Performance marketing teams can save hours of time and resources using a campaign setup platform, freeing them up for strategic work. ### Are these tools only for large advertisers? There’s a wide range of campaign performance tools for advertisers of all sizes. Teams with larger budgets may have more options for tools, but even small advertisers can get started with free tiers or less expensive choices that bring a lot of useful functionality. With the addition of AI to most of these tools, smaller companies can use these powerful features to create high-quality ads, manage campaigns, and access data analytics. ### Can AI tools fully replace manual setup expertise? AI tools can be hugely helpful to performance advertising teams for automating routine tasks, searching through large datasets, and other productivity-enhancing duties. But, these tools can’t replace the manual setup expertise that a performance advertiser brings. Humans are needed for critical thinking, contextual understanding, learned experience, and assessments of complicated scenarios. Plus, managed accounts can bring the best of both worlds — powerful AI capabilities paired with advertising experts to help guide and refine strategy. --- ### Vertical Video Ads to Overcome Diminishing Returns for D2C Campaigns URL: https://www.taboola.com/marketing-hub/vertical-video-ads-d2c/ Last Modified: 2026-03-23 11:09:17 In the high-stakes world of consumer electronics, standing out is no longer a matter of having the best spec sheet — it’s more about mastering the format and the environment. As traditional social media platforms become increasingly crowded and ROAS (return on ad spend) is unreliable, smart and savvy brands are migrating toward the open web to capture high-intent audiences. Vertical video ads have emerged as the premier vehicle for capturing mobile-first customers. By offering an immersive, full-screen experience that mirrors modern mobile habits, these ads do more than just show a product — they actually grab the user’s attention. In this deep dive, we’re going to look at a real-world example, with expert advice and insight from Realize advertising sales manager Ari Del Rosario. We’re looking at the strategic shift that was required to move a disruptive U.S. electronics brand from social-only advertising to a sophisticated, full-funnel presence on the Realize platform. ## Advertising Problems Faced By High-End D2C Brands ### Ad Saturation and Blindness on Social Media On platforms like Meta or TikTok, the moment a user interacts with a projector or smart-home ad, the algorithm immediately floods their feed with direct competitors. You’ve probably experienced it yourself, and it’s better known as “category clutter.” Ad fatigue occurs when users subconsciously ignore areas of a screen where ads usually appear. By placing vertical ads on the open web, brands can appear within premium editorial content like a tech review or news article, where they’re the sole focus of the user’s attention. ### Diminishing ROAS on Traditional Channels The electronics brand in question noticed that their social media returns had plummeted from a healthy 4-5x to a stagnant 2x. This diminishing return happened due to the increasing cost of reaching the same audience as more competitors began to bid for the same space. Diversifying into the open web provided a relief valve, tapping into “blue ocean” inventory that hadn’t been oversaturated. ### The Impulse Buy Barrier for High-Ticket Items High-ticket direct-to-consumer (D2C) brands face a unique set of hurdles. Unlike a $20 impulse buy, premium electronics require a level of trust and mental real estate that a cluttered social feed rarely provides. Selling a high-priced item through a static mobile ad is a steep climb; using vertical video allows for a mobile awareness phase, using the full screen to tell a story and overcoming the skepticism that often accompanies high-priced tech by showing the product in action, rather than just a polished photo. ## Leverage Vertical Motion to Disrupt the Social Wall As noted above, the greatest challenge for hardware brands is the “social wall,” i.e., the reflexive scrolling that renders most ads essentially invisible. Realize allows you to take the very same vertical assets that were built for social stories and place them in high-authority environments. ### Capitalizing on the Mobile Hoarding Habit Modern consumers spend their lives with a computer in their pocket. Because vertical motion ads occupy the entire mobile screen, it creates a stop-and-stare effect. Technically, these ads are referred to as interstitials or full-screen overlays, and they achieve significantly higher view-through rates (VTR) because they eliminate all those peripheral distractions. “If you’re on social media and a projector ad comes up, the next seven ads you see will be different projectors — it becomes a sea of noise,” says Del Rosario. “We recommend using vertical video on the open web because it places your brand in a premium, non-competitive editorial context. You’re catching the user while they’re consuming news or niche tech content, not just mindlessly scrolling a feed.” ## The “Mobile Awareness, Desktop Conversion” Funnel For premium electronics, the path to purchase is rarely a straight line. High-ticket items require a multi-device approach: A beginner might assume that if a user doesn’t buy on their phone, the ad failed, but what often happens is that consumers discover products on mobile, then turn to the security and larger screen of a desktop to complete transactions in the $250+ range. ### Synchronizing Multi-Device Touchpoints With this is mind, our expert recommends a bifurcated strategy: - Top of funnel (mobile): Use vertical video to build brand equity and warm up the audience. - Bottom of funnel (desktop): Use aggressive retargeting — ads that follow the user to their computer — to close the sale. “We see the best results for electronics when we treat mobile and desktop differently,” confirms Del Rosario. “People carry their phones everywhere, making it the perfect place for that initial vertical video discovery. But, when it’s time to spend $250, they often move to a desktop. Our strategy is to build that interest on mobile, then use Realize’s tracking to meet them on their computer when they’re ready to buy.” ## Transitioning From Impulse to Research-Based Creative Premium tech requires technical validation and social proof. Realize’s vertical format supports advertorial style storytelling — a blend of advertising and editorial that builds the trust necessary for high-value purchases. ### Moving Beyond the Video Sales Letter (VSL) Hard-sell videos can certainly work for lower-cost items, but high-end hardware needs to highlight defensibility. This means showing why your product is better than a cheap knock-off. Highlighting local support, proprietary technology, or software licensing helps to build a moat around your brand. “For a high-end projector, you can’t just rely on an emotional impulse trigger,” says Del Rosario. “You need to highlight defensibility, like having a Google TV license or a U.S.-based tech team. We use vertical ads to lead users into a deeper story: It’s about shifting from a ‘buy now’ mindset to a ‘learn why this is better’ mindset, which ultimately leads to higher-quality customers.” ## Key Takeaways Vertical ads on the Realize platform allow consumer electronics brands to escape the walls and boundaries of social media. That’s the magic of combining the immersive nature of vertical video with the high-trust environment of the open web: when that happens, brands can reach consumers at every stage of the journey. ## Frequently Asked Questions (FAQs) ### Why should I use vertical ads instead of standard display banners? The biggest benefit is that vertical ads dominate a user’s mobile screen and take up way more visual real estate, which can lead to higher engagement than traditional banners. By taking full advantage of the natural/vertical scrolling habits of mobile users, vertical ads deliver the full-screen, immersive experience — one that better ensures your brand message actually sticks. While horizontal banners can often feel like annoying background noise, vertical video does a much better job at capturing the user’s undivided attention, especially on platforms like Apple News or other top-tier publishers. This is what provides the creative breathing room needed for more sophisticated storytelling and a clear, compelling call-to-action. It ultimately all adds up to much stronger conversion rates. ### How do I know if my vertical video is actually driving sales? The standard way to measure success is by using tracking pixels, which follow the user’s digital footprint from the initial click all the way to the final checkout. To really understand the ROI of your vertical content, though, you need to look at the full picture through conversion-based attribution. This means moving beyond basic engagement stats like view counts and focusing on view-through conversions — sales triggered by users who were influenced by your video, but chose to finish their purchase a little later in their journey. ### Is the open web effective for high-priced electronics? The open web is a powerhouse for high-ticket items because it places your brand alongside editorial content that already carries a high level of authority. When a consumer is on a premium tech or lifestyle site, they’re in a discovery and research mindset, which is the perfect time to build technical trust. Strategically, this allows you to reach high-intent audiences while they’re still weighing their options, often at a much more favorable cost than you would find in the hyper-competitive (and expensive) search auctions. --- ### Can AI Predict Ad Creative Performance? URL: https://www.taboola.com/marketing-hub/ai-predictive-capabilities-ad-creative-performance/ Last Modified: 2026-03-23 10:39:51 Every performance marketer has felt the sting of the budget burn — when you spend a week crafting what you think is a masterpiece, throw a few thousand dollars at an A/B test, and then watch as the data reveals your audience hated it. For years, marketers have treated the gap between art and science with a sort of PPC intuition — a fancy way of saying we were guessing based on experience and the overall vibe. But, in 2026, there’s a new wave of predictive capabilities in advertising that claims to have cracked the emotional code. The big question now: Can AI really tell you if your ad will be a hit before you spend a dime? ## The Shift From Art to Science in Creative Testing For decades, creative testing was pretty much the Wild West. Marketers and advertisers operated on a spray and pray mentality, launching 10 versions of an ad and hoping the algorithm caught a breeze. Today (thankfully) we’re moving away from that part art, part science paradigm, and instead, toward a world of data-backed forecasting. Predictive creative performance isn’t just about showing what happened in the past; it’s about simulating the future. By moving the goalposts from reactive to proactive, advertisers are essentially getting a weather report for their campaign before they set sail. ## Have AI Products Really Cracked the Emotional Code? It sounds a bit sci-fi, as well as a bit Black Mirror, but affective computing is very real. Modern AI doesn’t just see pixels; it understands psychological triggers. Through Natural Language Processing (NLP) and Computer Vision, these tools analyze visual hierarchy, focal points, and sentiment patterns. They know which shades of blue build trust and which headlines trigger urgency. By mapping these elements to specific emotional responses, AI can predict how a human might feel when they see your ad, allowing you to tweak those small but important details before it hits the open web. ## How Predictive Creative Modeling Works As with anything, the magic behind the curtain is actually just a massive amount of work, data, and research. Predictive models are trained on billions of historical ad impressions, correlating every tiny detail — face density, text-to-image ratio, color saturation — with actual conversion outcomes. It’s pattern recognition on a massive, global scale. When you upload an asset, the AI compares it to this library of winners and losers to provide an AI creative scoring report. It’s essentially giving your ad a grade based on how its “ancestors” performed in similar conditions. ## Predicting ROI: Forecasting Performance Before You Launch The real value here is the impact on your budget. Identifying duds during the pre-launch ad testing phase can save an advertiser up to 40% of their testing budget. Some industry benchmarks even suggest that ad performance forecasting has reached a 90%+ accuracy rate. That’s a huge boost for anyone on a tight budget. By cutting out the bottom-tier performers before they go live, you’re focusing your spend on the assets that have the highest probability of delivering a strong creative ROI optimization. ## Leading Tools in the Predictive Advertising Space If you’re looking to get started, there’s a growing list of specialists. ### AdCreative.ai Great for high-speed scoring. ### Madgicx Offers deep creative intelligence for social platforms. ### Alison.ai Provides detective-level analysis of your competitors’ visual elements. ### Pencil Focuses on the actual creative generation. Each of these tools aims to take the guesswork out of the creative process, though they often require a significant amount of your own historical data to be truly effective. ### GenAI Ad Maker From Realize This is where the power of network-level intelligence comes into play. The GenAI Ad Maker from Realize doesn’t just look at your past ads — it looks at the entire first-party publisher network it leverages. Because it’s plugged into real-time trending data from across the open web, it can refine your creative assets based on what people are actually clicking on right now. It’s a unique framework that bridges the gap between your brand’s voice and the internet’s current mood, making it a powerhouse for PPC creative automation. ## The Real-World Verdict: Do These Products Actually Work? There’s plenty of healthy skepticism in the PPC community, and rightfully so, since no machine can account for every cultural nuance. However, success stories are piling up where predictive tools have outperformed manual creative selection by 20% - 30%, as well as studies, which show that by incorporating long-standing Creative Shop best practices into its algorithms, the GenAI Ad Maker produces assets that are statistically more likely to match or exceed human-made benchmarks. So, what’s the consensus? Should you use it? The truth is, they aren’t magic wands, but they are incredibly effective filters. Bottom line, though, is you still have to put the work into it. ## The Strategic Framework for Using Predictive AI Start small by using these tools for headline optimization. Once you see a lift, move toward full multimodal scoring for images and video. The best workflow is a hybrid one: Let the AI handle the heavy lifting of sorting through the data, and let your human team focus on the big-picture strategy and brand storytelling. ## Limitations: What AI Still Can’t Predict AI is great at patterns, but it struggles with the new. If you’re trying to start a brand-new cultural trend or using a very specific, quirky brand voice, the AI might flag it as a risk because it doesn’t look like anything in its database. Human oversight is still mandatory to ensure brand safety and to catch the kind of long-tail creative that defies historical data. ## The Future of PPC: From Reactive to Predictive Looking ahead, we’re moving toward real-time emotion recognition and cultural readiness. Imagine an ad that adjusts its color palette based on the time of day or the local weather to better match the user’s mood. The goal for 2026 and beyond is an ecosystem where advertising is no longer an interruption, but a relevant, helpful suggestion based on predictive accuracy. ## Key Takeaways Predictive AI is no longer a futuristic nice-to-have, but a core optimization tool for modern performance marketers. By replacing creative gut feelings with data-backed forecasting, brands are saving significant portions of their previously wasted testing budgets. This leveraging of massive network intelligence and emotional AI allows advertisers to finally automate the complex science behind high-performing creative. ## Frequently Asked Questions (FAQs) ### Can AI really understand what makes a human feel an emotion? Obviously AI has no understanding of the human emotional experience, but it can grasp the various components. Through the study of affective computing, AI is able to analyze facial expressions, color psychology, and sentiment patterns to gauge a likely human reaction. On the open web, tools like Realize take this a step further by training on current network trends. This ensures that the emotional triggers being used aren’t just theoretically effective, but are contextually relevant to what users are actually engaging with in real time across premium publisher sites. ### Will predictive AI eliminate the need for A/B testing? It probably won’t kill off A/B testing entirely, but it definitely slims the funnel. Think of it as a pre-qualifier that identifies the most likely winners before they ever hit the auction. This significantly reduces testing costs — often by up to 40% — because your starting baseline for a live test is much higher than if you were just relying on human intuition alone. It lets you test the best of the best, rather than everything. ### Are these tools worth the investment for small budgets? Yes, as long as a 20% bump in ROAS covers the cost of the subscription. For small-to-medium advertisers, the savings from cutting out wasted spend on underperforming ads usually pays for the software itself. Furthermore, integrated platforms like Realize make these high-level predictive capabilities accessible without the need for an in-house team of data analysts, leveling the playing field for everyone. --- ### Target CPA: Do's & Don'ts for Your Performance Campaigns URL: https://www.taboola.com/marketing-hub/target-cpa-best-practices/ Last Modified: 2026-03-23 10:50:55 Target cost per acquisition (tCPA) can be one of the most powerful levers in performance marketing. But, it can also become a campaign killer if it’s turned on too soon, or configured without enough data. Across thousands of advertiser conversations, tCPA demonstrates that it works best when it’s treated as a refinement tool, not a launch strategy. Whether you’re running lead generation or direct-to-consumer (DTC) campaigns, the right approach can help you avoid the most common mistakes, protect delivery, and use tCPA the way it was designed — to improve efficiency without stalling growth. ## The “Wait” Rule: Data Before Bidding The single biggest reason tCPA campaigns fail is timing. When advertisers enable tCPA before the algorithm has enough signal data, they effectively blindfold the system, then demand efficiency. tCPA needs historical conversion patterns to understand who converts, where those conversions come from, and what price points are realistic. Without that foundation, the platform can’t bid confidently in the auction, so it may slow spend dramatically. This problem is especially pronounced in lead generation and DTC, where conversion signals are more nuanced and often delayed. ### DO: Use Maximize Conversions for the First 14–30 Days Every new campaign should begin with Maximize Conversions. This bidding strategy gives the algorithm freedom to explore inventory, test audiences, and identify real converters without artificial constraints. During this phase, the goal is learning, not efficiency. Maximize Conversions allows the system to: - Discover which placements consistently drive conversions. - Identify user behaviors that signal intent. - Build a stable conversion baseline for future optimization. “Launching a campaign with tCPA handcuffs the algorithm,” notes Brandon Jones, Realize solutions engineer. “It prevents the system from learning who to target, often causing a campaign to spend only half of its intended budget. Turn it off immediately for new launches.” Don’t think of the learning phase as wasted spend. Instead, consider it an investment in future efficiency. ### DON’T: Switch Before Reaching the 50-Conversion Floor Generally speaking, a campaign isn’t mature enough for tCPA until it’s reached sufficient conversion volume within a rolling 30-day window. Without enough historical data, the algorithm lacks the signal density required to confidently predict conversion probability at a fixed bid target. As a baseline: - Standard verticals should reach at least 50 conversions in 30 days. - Complex or highly regulated verticals, such as healthcare, generally require 100+ conversions in 30 days. “We typically look for campaigns to hit triple-digit conversions over a 30-day period before applying tCPA,” says Realize senior account manager Stephen Hollinshead. “Doing it sooner acts as a direct inhibitor to the learning process.” The key isn’t just volume, but recency. Rolling 30-day data ensures the algorithm is optimizing against current audience behavior, rather than outdated performance patterns. ## The “Step-Down” Method for Price Setting Even once the timing is right, tCPA can still falter if the goal is disconnected from reality. Efficiency targets must reflect what the auction is currently willing to support. ### DO: Anchor Your Initial Target to Actual Performance When transitioning from Maximize Conversions, look at recent performance — typically the last seven days — and set your initial tCPA at or slightly above that average CPA. If the campaign has been converting at $50, anchoring at $50 or $55 keeps you competitive while the system adjusts. “Set your tCPA where the actual average is,” advises Realize digital media manager Torogiá Stanton. “If you set it too low compared to actual performance, you minimize your reach, which actually causes the CPA to rise because the algorithm loses its ability to find opportunities.” In other words, an aggressive target doesn’t force efficiency: Instead, it limits auction participation. Starting at actual performance levels protects volume while creating room for gradual optimization. ### DON’T: Lower the Target by More than 20% at Once Once tCPA is active, restraint matters. Abrupt reductions force the algorithm to recalibrate under drastically tighter constraints, often resulting in volatile delivery or underspending. That’s why Realize account manager Renata Nugmanov recommends a phased approach. “Don’t jump to your goal price immediately,” says Nugmanov. “Start at the actual performance level and work it down by 10% increments every few days, to maintain a healthy auction presence.” This approach is simple: - Reduce the target by 10-20%. - Wait 2-3 days between adjustments. - Only make changes when the campaign is consistently spending its full daily budget. If spend drops below expectations after an adjustment, that’s a signal to stabilize before tightening further. ## Scaling and Market Strategy It’s important to separate efficiency management from your expansion strategy. tCPA may control cost, but it also introduces constraints. ### DO: Use the “Ladder Strategy” for Testing In competitive markets, a single tCPA target can leave opportunity on the table. Instead of forcing one campaign to balance efficiency and scale, some advertisers create multiple identical campaigns with different CPA goals to determine where performance and volume intersect. “Building a ‘ladder’ infrastructure of campaigns with different target increments — like $7 or $9 — allows you to see which one captures the best inventory without overspending,” explains Nugmanov. This method creates controlled experimentation within the auction. One tier may win premium placements, while another captures efficient mid-funnel conversions. Together, they reveal where the market is responding most favorably. ### DON’T: Expect tCPA to Scale as Fast as Maximize Conversions tCPA sets a ceiling. That’s its strength, as well as its limitation. When rapid scale is the priority, strict cost enforcement often slows expansion. For that reason, many performance marketers use Maximize Conversions during aggressive testing or seasonal pushes, then introduce tCPA once consistent, evergreen performance is established. “Target CPA is not ideal for scaling because it acts as a limitation,” says Stanton. “Until we find a very balanced, evergreen scale, I suggest using Maximize Conversions for the majority of the spend.” Efficiency can be protected later. The goal is to first capture scale. ## Budgetary Rules of Thumb Even well-configured tCPA campaigns will struggle if the daily budget restricts the algorithm’s flexibility. ### DO: Maintain a 10x Budget-to-CPA Ratio Budget determines how freely the system can compete across price tiers within the auction. If the allocation is too tight relative to the CPA target, the campaign effectively shuts itself out of competitive inventory. “The rule of thumb for tCPA is to ensure your daily budgets are 10x your daily CPA goal,” says Realize advertising account manager JeQuan Norris. “You need a strong budget to give the algorithm enough ‘at-bats’ in the auction to find cheap wins at your specified budget, otherwise it can cap out early and won’t remain competitive throughout the day.” Practically speaking, a $45 tCPA requires at least a $450 daily budget. That gives the algorithm room to test bids, absorb auction variability, and maintain consistent conversion velocity. ## Key Takeaways Target CPA works best as a refinement tool rather than a launch strategy. Start with Maximize Conversions to build reliable signal data, wait for statistically significant conversion volume, and set initial targets based on actual performance instead of goals. Lower targets gradually, ensure budgets are sufficient to support learning, and use Maximize Conversions for scale while reserving tCPA for cost control. When applied with the right timing and structure, tCPA improves efficiency without limiting growth. However, if it’s applied too early or too aggressively, it restricts delivery. ## Frequently Asked Questions (FAQs) ### What is the recommended conversion threshold before implementing target CPA? Most platforms require a solid base of historical conversion data before tCPA can work effectively. A common benchmark is at least 50 conversions within a rolling 30-day period, which signals that a campaign has enough activity for predictive optimization. In more complex or regulated verticals, that number often needs to be closer to 100 conversions to account for variability. ### What specific optimization strategies are used to balance lead quality with campaign scale? Balancing quality and scale requires structure, not tight restrictions. Campaigns typically launch with broader targeting to allow the algorithm to identify high-intent patterns. Creative and messaging play a major filtering role, using advertorial content, quizzes, or educational landing pages to prequalify users before they complete a lead form. On the optimization side, segmenting by placement, device, or geography allows top-performing segments to scale independently, while audience modeling and retargeting strategies refine intent without sacrificing reach. Many advertisers first scale under a volume-focused bidding strategy and later introduce tCPA to stabilize lead costs once sufficient conversion data exists. ### How does daily budget relate to the target CPA goal? Daily budget plays a central role in whether tCPA succeeds or fails. A common rule of thumb is to set the budget at least 10-15x higher than the target CPA. That range allows the algorithm to compete against price tiers in the auction, gather consistent feedback, and maintain healthy conversion velocity. When budgets are too close to the CPA goal, campaigns frequently stall because the system can’t test enough inventory to optimize effectively. Once performance stabilizes at or below the target, budgets should increase by around 20-30% every few days to avoid disrupting learning. --- ### Best Performance Platforms for Campaign Reporting in 2026 URL: https://www.taboola.com/marketing-hub/best-performance-platforms-for-campaign-reporting/ Last Modified: 2026-06-30 08:38:05 Reporting on campaign performance is one of the most important jobs a marketer does. It cuts out guesswork or tired tactics that might not be working anymore, and the data captured in campaign reporting can show actionable insights on who your audience is, what they’re looking for, how they’re connecting (or not) with your brand, as well as lots of other vital details. With so many platform options and more data available than ever, you have a wealth of options to choose the campaign reporting platform that works for you and your business’ goals. Here’s a quick view of what’s available for performance marketers, with more details below. ## 11 Best Performance Platforms for Campaign Reporting, Compared Platform Why It’s Essential Core Use Cases and Features Best for Pricing Model  1. Realize Performance‑driven reporting tied to outcomes. Integrated performance dashboards, key performance indicator (KPI) tracking tied to cost per click (CPC)/cost per acquisition (CPA) outcomes, real‑time measurement. Performance advertisers focused on outcome‑aligned reporting. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic. 2. Cometly Pay-per-click (PPC)‑oriented performance reporting with insights. Automated dashboards, attribution, trend insights. PPC specialists and performance teams. Subscription (tiered). 3. Agency Analytics Automated client‑ready performance reporting, white labeling. 50+ integrations, custom dashboards, scheduled exports. Agencies delivering branded client reports. Subscription (tiered by features). 4. Databox Real‑time performance dashboards with alerts. Mobile and web dashboards, KPI tracking, customizable visuals. Teams and executives needing quick performance summaries. Subscription/ tiered plans. 5. Google Analytics (GA4) Central analytics hub linking web activity with ad performance. Traffic and conversion tracking, attribution models, custom reporting. Advertisers needing unified web and ad performance metrics. Free option; paid tier (GA360) 6. Klipfolio Custom KPI dashboards from diverse ad sources. Real‑time updates, visual dashboards. Data teams needing flexible reporting views. Subscription plans. 7. Looker Studio Flexible cross‑platform reporting and dashboards. Live dashboards from ad and analytics sources, shareable reports. Data‑centric advertisers and agencies. Free; connector costs. 8. Power BI Enterprise‑grade business intelligence (BI) with deep analytics. Advanced visualization, data modeling, secure dashboards. Enterprises with complex data needs. Microsoft subscription. 9. Supermetrics Centralizes advertising data for reporting and business intelligence. Pulls data from 100+ ad networks into sheets or dashboards. Teams building consolidated reporting stacks. Tiered subscription (from mid‑range). 10. Swydo Multichannel marketing reporting automation. KPI tracking, scheduled PDF/online reports, branding. Small-to-medium businesses (SMBs) and agencies with multi‑platform campaigns. Subscription (tiered). 11. TapClicks Unified analytics and reporting with automation. Integrates thousands of data sources, automated dashboards. Large agencies and enterprises. Custom/ subscription. ### 1. Realize Why it’s essential: Realize is an AI-powered performance platform that provides transparent, real-time reporting designed to bridge the gap between creative execution and bottom-line business outcomes. It’s used by performance marketers to gain a holistic view of their open-web campaigns, moving beyond vanity metrics to focus on deterministic data such as verified conversions, cost-per-acquisition (CPA), and return on ad spend (ROAS). Realize users can monitor how different creative variations, audience segments, and publisher placements are contributing to your funnel. The platform is used to visualize complex data through intuitive dashboards and automated reports, allowing teams to quickly identify top-performing assets and make data-backed decisions to scale or pivot their strategies instantly. Showcased features:  - Pacing Health Score provides a real-time visual indicator within the dashboard to show exactly how your budget is being utilized against your goals. - Performance Simulator uses historical reporting data to forecast future campaign outcomes, allowing you to model the impact of budget changes before implementation. - Delivers customized performance data directly to your inbox on a daily or weekly basis in CSV format for easy integration with external tools. - Offers robust reporting on both web-based and server-to-server events to capture deep-funnel conversions that occur offline or in CRMs. - Provides transparent reporting on which sites or creatives were automatically blocked by the algorithm to ensure you see exactly how your budget was protected. - Surfaces AI-driven insights directly alongside reporting metrics to suggest immediate actions for improving campaign efficiency. Best for: Realize is best for data-driven performance teams in sectors like e-commerce, finance, and travel that require granular visibility into the efficiency of their media spend. It’s particularly helpful for brands that need to report on complex, multi-step conversion funnels and want an automated way to track which specific content environments are driving the highest quality leads. Pricing model: Performance-based; campaigns billed on CPC basis, or CPM for programmatic. Pros:  - Shows exactly which publisher sites are delivering your conversions, ensuring full visibility into your media placements. - Integrates reporting with proactive recommendations, so you spend less time analyzing data and more time optimizing. - Capably tracks and reports on long consideration cycles through advanced server-to-server integration. Cons: - Automated reports are currently restricted to CSV files, which may require manual work for those preferring PDF or Slide formats. - Organizations that rely on real-time data streaming into their own custom BI tools may find the standard export options limiting. - Some advanced reporting visualizations, like those in the Performance Simulator, require a minimum volume of conversion data to populate accurately. ### 2. Cometly Why it’s essential: Cometly can serve as a corrective function for ad platforms, fixing attribution gaps that often happen when several platforms claim the same attribution or encounter browser blocking. It uses server-side tracking to capture conversion data, and feeds more accurate data back to an ad platform to improve targeting for new customers. Showcased features:  - AI-powered dashboard provides active recommendations for ad sets. - Shows multi-touch attribution and sends enriched conversion data back to Meta and Google to reduce CPA. Best for: Direct-to-consumer (D2C) brands spending a lot on social ads; teams that advertise on multiple channels and need to prove return on investment (ROI); and marketers who don’t trust conversion numbers from Meta or Google. Pricing model: Pricing scales based on monthly ad spend volume, with monthly cost starting around $199 for smaller spenders. Pros:  - Very useful for tracking conversions, particularly in a post-iOS 14 market. - Provides actions to take for ad performance improvement. - Fast, and offers a unified view. Cons:  - Hard to find specific pricing numbers, which is challenging for smaller businesses. - Focuses heavily on paid ads. ### 3. Agency Analytics Why it’s essential: Agency Analytics is an all-in-one client hub, bringing search engine optimization (SEO), PPC, and social media tools into one interface, with a focus on showing customer value through portals and automated reporting. Showcased features:  - Lets users add their own branding. - Includes built-in SEO tools, plus automated KPI tracking and alerting. - Ideal for marketers who need to present to clients or stakeholders frequently, as the results are very polished. Best for: Agencies or teams managing clients that want to standardize and scale reporting processes, and full-service marketers that want all results in one dashboard. Pricing model: Pricing based on how many client campaigns are running; it starts around $59 per month and goes up to $349 per month, with more features at each tier. Discounting is available. Pros:  - Easy to set up and build reports. - Built-in SEO tools. - Strong support, and the option to give clients their own dashboard login. Cons:  - Costs can quickly grow because of the per-client model. - Some features are locked for the lower-cost plans. - Easy to use, but there aren’t many customization options. ### 4. Databox Why it’s essential: Databox offers holistic performance tracking, pulling data from platforms and devices for a 360-degree company view. Plus, its mobile app is well-developed, and the platform focuses on trackable key performance indicators (KPIs). Showcased features:  - Set targets for any metric. - Tracks progress in real time. - Lets users anonymously compare performance metrics against competitors. - Allows users to develop custom KPIs by combining data from different sources. Best for: Performance marketers who have to align with revenue and sales pipeline data, leaders who want a high-level business view quickly, and any team that wants to see marketing and sales metrics in the same interactive portal. Pricing model: Free plan includes three data sources and daily data refreshes, while tiered subscriptions start at $47 per month and go up to $799 per month. The cost scales according to how many data sources you connect. Pros:  - Easy alerting, plus scorecard and report creation. - Modern, intuitive interface. - Top-notch mobile experience. - Allows comparison against competitors and provides visualizations of actual vs. target data. Cons: - Dashboard design is somewhat rigid. - Users have to pay more to get hourly or 15-minute data syncing; otherwise it’s just once a day. ### 5. Google Analytics (GA4) Why it’s essential: GA4 is an Industry standard for understanding how users find and use your site or app. Showcased features: - Machine learning (ML) and data modeling fill gaps created by cookie sunsetting in a secure way. - Predicts future behavior in GA4, and tracks common interactions automatically without additional code or setup. Best for: Google ecosystem users, companies with both a website and mobile app. Pricing model: Most consumers can use Google Analytics for free, with some limits on data retention and number of custom metrics. The enterprise tier, GA360, is usage-based, starting around $50,000 per year. Pros: - Widely used, well-established tool. - Can offer a lot of detail, particularly for Google Ads users. - The free version offers lots of capabilities. - Cross-device tracking and near-real-time metrics are very useful. Cons:  - Steep learning curve, with expertise needed to get the full functionality of GA4, though there are free courses and certifications offered through Google. ### 6. Klipfolio Why it’s essential: Klipfolio offers many customization options, allowing users to define a metric once and then use it across dashboards. Plus, it uses real-time visualization to show marketing performance minute by minute. Showcased features:  - Low-code Editor transforms raw data into custom visualizations. - Allows users to store historical performance data to view trends over years. - Makes it easy to join data from various platforms, and layer two sources to see correlations. Best for: Technical performance marketers who want more control over what they build, teams without big budgets who want sophisticated data modeling, and teams with unique KPIs. Pricing model: Free version is good for up to two users, then paid tiers range from $90 to $800 per month, with improved refresh rates, data limits, and white-labeling available the more you pay. Pros:  - Lots of flexibility in building calculations. - Good price for the features. - Permanent data storage to protect from API changes or expirations. Cons: - Steep learning curve for the formula language. - Can be more time-consuming, since there’s a lot of customization available. ### 7. Looker Studio (formerly Google Data Studio) Why it’s essential: This platform turns raw data from disparate sources into visual dashboards and makes it available to non-technical users via live sharing. Showcased features:  - More than 800 data connectors to Google and other platforms available. - Users can join up to five sources in one chart. - Google users will find reports easy to share. - Simple creation of automated, real-time updated client reports. Best for: With its low price point, Looker Studio is accessible for small businesses. Pricing model: Free version includes core features, while Looker Studio Pro is $9 per user a month. Partner connectors may require a separate monthly subscription. Pros:  - Very easy to build dashboards without expertise. - Web-based. - Includes hundreds of free templates. Cons:  - Dashboards can be slow with large datasets. - Reports for the free tier are tied to individuals. - Support in the free version is only on community forums. ### 8. Power BI Why it’s essential: Power BI is a general-purpose business intelligence platform, so it can process huge amounts of data quickly, and analyze complex data beyond what a dashboard can do. It includes an Extract, Transform, Load (ETL) tool to clean and merge data before using it. Showcased features: - Support for natural language questions, with AI-generated charts in response. - Specialized charts that use ML to show which variables are driving conversions. Best for: Those using Microsoft tools already; marketers who are technical or have data analysis expertise; and big enterprises combining marketing and internal data frequently. Pricing model: Power BI Desktop is free, with no limit on the number of reports, but no sharing capabilities. Power BI Pro is $10 per user per month and the Premium option is $20 per user per month, with more functionality at each tier. Pros:  - Lots of features for the cost. - Sophisticated customization options. - Easy integration with Excel and other Microsoft tools. Cons:  - Steep learning curve to get the most out of Power BI. - No native connectors for ad platforms. ### 9. Supermetrics Why it’s essential: Supermetrics is a data pipeline automation leader, eliminating the need for manual imports and pulling data in from sources like LinkedIn or Meta Ads for de-siloed data insights and reporting. Showcased features:  - Offers 150+ native connectors to ad platforms, and many more. - Provides options on where to send data. - Enables custom calculations and automated refreshes. Best for: This is a solid tool for performance marketers running ads across five or more platforms, and teams that need to scale report creation without hiring a data engineer. Pricing model: Tiered pricing goes from $29 to $399 per month, or the per-destination model charges based on where you’re sending data. Pros:  - Massive integration library. - No code required - Great templates. - Reliable, stable connectors vs. less costly competitors. Cons:  - Costs can increase quickly. - No visualization interface, so you’ll need another tool to view data. ### 10. Swydo Why it’s essential: Swydo is great for efficiency, since it automates workflows, going beyond dashboards to actually get the data, build the report, and email a PDF. There are also proactive monitoring features. Showcased features: - You can merge up to five ad platforms’ data for particular data points, like total ad spend. - The platform constantly monitors API connections. Best for: Great for PPC specialists managing large ad budgets, and good for teams that want to scale beyond a free product. Plus, Swydo has an unlimited users policy. Pricing model: Volume-based model, so users pay by how much data they use, and everyone can access the same features. Base plan starts at $69 per month. Pros:  - No charges for extra users or dashboards. - Pricing is predictable and transparent. - Support is strong. - The health check feature ensures that no connected data goes down. Cons:  - Less flexible for layout customization. - Smaller integration library of about 35 native connectors. - Users have to manually remove old data sources, or you’ll be billed accordingly. ### 11. TapClicks Why it’s essential: This platform is built for massive scale, with thousands of users and data streams, and is used by large and multi-location companies. Beyond reporting, TapClicks includes order entry and workflow management, and can incorporate offline data like Connected TV (CTV) or out-of-home (OOH). Showcased features:  - Smart Connector tool offers thousands of data sources to pull from. - Visualization engine supports data grouping for visual reports. - Can send automated alerts for over- or underspending. - Compares with competitors to see what they’re publishing and spending. Best for: Any company managing a massive budget with lots of clients, such as national brands with local franchises and media companies with omnichannel results. This tool can serve as a global command center. Pricing model: Premium pricing is normally based on the number of users, the number of client records, and which module (reporting, orders, workflow, etc.) is needed. Budget for high hundreds or low thousands of dollars per month for this platform. Pros:  - End-to-end platform can handle the whole workflow from sales to reporting. - Brings data depth from proprietary or niche sources. - Creates clear summaries, even from complex data. Cons: - Setup is complex and more technical than other options. - User interface (UI) can be overwhelming for a smaller team. - Support may be more complicated and require engineering input. ## Understanding Campaign Reporting for Performance Advertisers ### What Is Campaign Reporting for Performance Marketing? For performance marketing teams, campaign reporting refers to the work of tracking, analyzing, and visualizing data to see how effective a campaign has been. Marketers have to gauge performance against specific KPIs that align to business goals. Campaign reporting can show areas of success as well as opportunities to improve. Continuous reporting and iterating are essential for a performance marketing team to get the most out of their budget and engage audiences. Performance marketers ultimately have to show how their efforts are contributing to revenue, so campaign reporting is an always-on function. A report might compare click-through rates (CTR) across paid search channels to show which is performing best, so a marketer can reallocate budget accordingly. Every company’s campaign reports will reflect which channels matter most to them. ### What Should a Performance Marketing Report Include? A performance marketing report should include analysis along with data so that it isn’t just surface-level. At minimum, the report should include: - Executive summary: A high-level overview of results with broad insights or recommendations. - Metrics or KPIs: Explain which KPIs are in use and why. - Channel data: show performance across specific channels to see highs and lows, with visualizations. - Trends analysis: Discuss why numbers changed or stayed stagnant to show trends over time, also with visualizations. - Next steps: Recommend optimizations, budget adjustments, or new strategies or tactics to explore. ### Key Metrics for Performance Advertising Campaigns Performance advertising metrics typically fall into these categories: - Revenue metrics: ROAS, ROI. - Cost metrics: CPA, CPC, CPM. - Conversion metrics: Conversion rate, total leads, landing page conversion rate. - Engagement and traffic: CTR, impressions, page views, scroll depth, and other session data. ### Automating Performance Advertising Reports Performance advertising reports may have been simpler before walled gardens and the open web added more complexity to the assessments. Automating reports can save performance marketers a lot of time when they’re gathering campaign data from multiple sources. Automation can help eliminate manual spreadsheet exports and reconcile data quickly, and set up integrations and connectors to avoid any manual data entry or lookups. A typical approach to automating reporting might look like this: - Define the KPIs/metrics. - Integrate data sources into your preferred tool. - Standardize terms and naming across all platforms. - Schedule delivery or live dashboard update times. - Use AI alerts, if available, to see any performance anomalies in real time. ## Key Takeaways Campaign reporting should be complete, accurate, and frequently updated or published by performance platforms. Performance marketers can use these reports as a collaboration tool, as well as a gauge of how well their ad campaigns are working for their business. Some strong performance platforms are available to implement campaign reporting best practices, so advertisers should carefully consider their needs, as well as budget and future possibilities, before adopting one. ## Frequently Asked Questions (FAQs) ### What distinguishes a reporting platform from analytics tools? A reporting platform shows historic data from a particular time period, with a particular set of parameters. It uses visualization, whether that’s a chart, graph, heatmap, or other option, to show what happened. Analytics tools, meanwhile, explore data to explain why something happened, such as a dip in page views or conversion rates. Reporting platforms are geared toward informing users through pre-built reports or dashboards. Analytics tools are typically more complex and can interpret large data sets to improve performance. ### Should I use an all‑in‑one reporting tool or connect multiple tools (e.g., Supermetrics + Power BI)? It depends on your business’ size, goals, budget, staff, and number of data sources. An all-in-one tool may work well for a smaller or startup business that needs a quick solution, and doesn’t have technical staff or many data sources. Consider connecting multiple tools if you need complex data combinations, big datasets, and in-house analytical capabilities. ### How do these platforms help with attribution measurement? Performance marketers need to understand which tactics and channels are best for lead generation and revenue, so accurate attribution is essential. Attribution platforms aggregate data across channels to show the full customer journey. These platforms might use server-side tracking, pixels, AI, and multi-touch modeling to show which touchpoints are working. They also aggregate data from multiple sources for a more complete picture. --- ### Best AI Performance Platforms for Ad Creative Management URL: https://www.taboola.com/marketing-hub/best-ai-performance-platforms-for-ad-creative-management/ Last Modified: 2026-03-23 14:48:24 In performance marketing, your creative isn’t a pretty addition tacked on at the end; it’s the system that decides whether your targeting, bidding, and landing page work get to matter. The best teams don’t just ship ads, they produce variations quickly, learn what’s actually driving outcomes, and scale winners without turning the process into a never-ending scramble for new ideas. That’s where AI creative performance platforms earn their keep. Done right, they help you move faster and smarter by turning ad creative into an operational advantage, instead of a recurring bottleneck. ## 10 Best Performance Advertising Platforms for Ad Creative Management Compared Platform Why It’s Essential Core Use Cases and Features Best for  Pricing Model (Indicative) 1. Realize AI-driven creative performance prediction and optimization. Generate creative insights, test ad variations, integrate with campaigns for predictive return on investment (ROI). Marketers needing performance-backed creative insights across channels. Performance-based model; campaigns billed on CPC basis, or cost-per-mille (CPM) for programmatic. 2. AdCreative.ai AI generation and scoring of ad creatives across formats. Generate visuals and copy; creative performance scoring; competitor insights. Rapid ad creative generation with predictive performance scoring. About $39–$599+ per month (tiered credits and brands). 3. Canva Ads (AI) Accessible AI design with brand consistency. Bulk create ad variations; Magic Studio features; brand kits. Teams needing speedy ad drafts with design control Subscription (Pro plan required for full features). 4. Connected‑Stories AI workflows for personalization and creative orchestration. Campaign brief → personalized content strategy; GenAI chat interface. Brands needing tailored content at scale. Custom pricing. 5. Gethookd AI ad research and user-generated content (UGC)‑style creative generation. Competitor analysis; UGC video generation; script creation. Teams focused on social ads and UGC creatives. About $47/mo (indicative). 6. Madgicx Creative intelligence and automated ad management. AI insights across creatives; budget shifts toward best creations. Performance marketers running multi‑platform campaigns. Tiered/custom pricing. 7. Pencil Predictive creative generation with performance data. AI video/image generation; predictive scoring; ad variation suggestions. Marketers focused on high‑quality, data‑driven ad iterations. Free trial; starts at about $14 per month; custom enterprise. 8. Segwise Creative analytics and AI variation generation. AI tag analytics tied to performance; generates new variations based on winning elements. Performance marketing teams running large tests. Custom pricing (enterprise‑oriented). 9. Solara AI AI content plus automated campaign posting and optimization. Authentically styled ads; automated posting and performance tracking. Businesses wanting full campaign automation. Custom pricing. 10. Vibemyad AI workflow automation and performance insights. Ad research database; workflow automation; performance audits. End‑to‑end creative strategy and production teams. Custom pricing. ### 1. Realize Why it’s essential: Realize is a comprehensive performance platform powered by AI that enables advertisers to manage, optimize, and scale ad campaigns across a massive network of premium publishers. It serves as a central hub for bridging the gap between social media assets and the open web, using predictive algorithms to match content with high-intent audiences in real-time. Use Realize to transform static assets into dynamic native, video, or display formats that blend seamlessly with publisher content. It’s primarily used to automate the creative production cycle — from generating AI-driven variations to importing top-performing social posts — while using real-time engagement signals to ensure budget is directed toward the highest-performing supply. Showcased features: - Social Importer: Automatically repurposes existing Facebook and Instagram creatives into high-performing display ads for use on the open web. - GenAI Motion Ads: Transforms static images into short, looping motion-based creatives that drive higher engagement and conversion rates in native environments. - Abby: An AI performance expert that provides real-time fixes for creative rejections and automates the troubleshooting of non-serving campaigns. - SpendGuard: An optimization algorithm that automatically blocks underperforming creatives and sites to minimize wasted spend in real-time. Best for: Realize is ideal for performance marketers, such as those in D2C or high-consideration industries, who need to scale creative production without expanding their design teams. It’s particularly helpful for brands moving away from social walled gardens that want to leverage existing social assets on premium news and tech sites to reach new, incremental audiences. Pricing model: Performance-based model; campaigns billed on CPC basis, or cost-per-mille (CPM) for programmatic. Pros: - Seamless Cross-Channel Scaling: Easily repurposes existing social media assets for the open web with minimal manual effort. - Automated Creative Production: Generates high-quality, platform-optimized ad variations using built-in generative AI tools. - Enhanced Performance AI: Leverages predictive algorithms to automatically optimize bidding and creative delivery for a lower CPA. Cons: - Advanced Tracking Integration: For brands tracking deep-funnel CRM or offline actions, the platform utilizes a robust Server-to-Server (S2S) setup, which offers higher data precision but involves more technical coordination than standard pixel deployment. - Asset Integrity Focus: To ensure creative quality remains consistent with the original source, assets brought in via the Social Importer are treated as ready-to-go, meaning any fine-tuning should be finalized within your design suite before the final upload. - Strategic Market Rollouts: To maintain high data accuracy, specialized tools like Search Keyword and Mail Domain Targeting are currently prioritized for specific high-intent markets as the platform continues its global expansion. ### 2. AdCreative.ai Why it’s essential: Most accounts don’t have a targeting problem, they have a creative volume problem. AdCreative.ai is built to solve for this core performance reality. The platform helps advertisers generate large batches of static ad creatives and copy quickly, then uses AI scoring to prioritize the concepts most likely to perform. In the context of ad creative management, you would use AdCreative.ai to accelerate your creative testing cadence. It’s especially useful when you need to keep multiple campaigns fresh with new angles, layouts, and hooks, without waiting on a full design cycle. Showcased features: - AI Creative Generation: Produces static ad creatives across common formats and sizes to support rapid testing. - AI Copy Generation: Generates headlines and primary text variations aligned to different offers and audiences. - Predictive Creative Scoring: Ranks creatives with performance-oriented signals so teams can shortlist what to test first. - Brand and Asset Management: Organizes brands, creative libraries, and generation workflows to support repeatable production. - Competitor/Market inspiration: Surfaces patterns and examples to guide creative direction and iteration. Best for: AdCreative.ai is ideal for lean performance teams, affiliates, and direct-to-consumer (DTC) marketers who need high output and fast iteration, especially when creative fatigue is the main limiter on scale. It’s also a practical fit for agencies managing multiple clients who need to deliver a steady flow of fresh creatives across offers and geos. Pricing model: Pricing is offered in a tiered monthly or annual subscription model based on usage (credits for downloads), starting around $39/month for small, single-user plans up to $599+/month for agencies. Plans offer varying limits on users, brands, and creative generation/downloads, with annual plans offering up to 50% savings. Pros: - High-volume output: Produces many variations quickly to keep tests running continuously. - Built-in prioritization: Scoring helps teams avoid testing everything and focus on the most promising options first. - Operational efficiency: Reduces dependence on full-time design cycles for early-stage testing and exploration. Cons: - Template risk: Without strong direction, outputs can look generic across campaigns. - Scoring isn’t proof: Predictive signals can guide prioritization, but controlled testing is still required to validate lift. - Static-first emphasis: Best suited to rapid static iteration. Motion and video workflows may require supplemental tools. ### 3. Canva Ads (AI) Why it’s essential: It’s easy to generate ideas, but teams often struggle to produce enough on-brand variants across sizes and formats without slowing down. Canva makes creative production scalable for non-designers while still protecting brand consistency through templates and brand kits. In the context of ad creative management, Canva turns creative concepts into launch-ready assets, quickly resizing, formatting, and producing a high volume of variations that still feel cohesive. Showcased features: - Magic Studio AI Tools: Accelerates creation, editing, and variation production. - Brand Kits: Maintains brand consistency across fonts, colors, logos, and templates. - Bulk Create: Produces many variations quickly for different audiences, offers, or geos. - Template-based Production: Standardizes output so teams can scale without reinventing design each time. - Collaboration and Approvals: Supports team workflows for review and iteration. Best for: Canva is ideal for teams that need fast creative drafts and scaled production — especially lean performance teams and agencies that want speed without sacrificing brand consistency. Pricing model: Subscription-based; Pro plan typically required for full AI and workflow feature access. Pros: - Fast on-brand scaling: Makes it easy to produce many variations without design bottlenecks. - Accessible to non-designers: Lowers the barrier to creating and iterating quickly. - Great for production ops: Strong for resizing, formatting, and standardizing ad output. Cons: - Analytics-light: Not purpose-built for creative performance intelligence, so you will have to pair it with testing and reporting tools. - Can encourage “more, not better” workflow: Volume is easy, but strategic differentiation still requires direction. - Motion/advanced formats vary: More complex motion/video may require complementary tools. ### 4. Connected-Stories Why it’s essential: Connected-Stories is built for teams that need personalization and orchestration, not just asset generation. As performance programs evolve, “one creative” rarely fits every audience, placement, or moment in the customer journey. Connected-Stories approaches creative as a system that can be tailored and scaled. It translates campaign strategy into personalized content paths that help brands generate, adapt, and coordinate creative experiences across segments at scale. Showcased features: - Brief-to-Strategy Workflow: Transforms campaign inputs into structured content directions and personalized creative plans. - GenAI Creative Orchestration: Uses AI-driven workflows to manage variations and tailor content across audiences. - Chat-based Creative interface: Enables teams to iterate through prompts and guided workflows for faster production. - Personalization at Scale: Supports multi-audience creative programs where segmentation is central to performance. - Operational Coordination: Helps align creative production with distribution and optimization requirements. Best for: Connected-Stories is ideal for brands with multiple audiences, products, or lifecycle stages that require personalized messaging, when orchestration and governance matter as much as generation. Pricing model: Custom pricing; typically enterprise-oriented based on scope and workflow complexity. Pros: - Personalization native: Strong fit for multi-segment creative strategies. - System thinking: Helps connect strategy, production, and variation management into one workflow. - Scalable governance: Useful when consistency and coordination matter across many outputs. Cons: - More than you need for simple use cases: Can be overkill if your primary need is fast asset generation. - Best with mature creative ops: Works best when teams have defined segmentation and messaging frameworks. - Custom implementation: Expect onboarding and configuration to maximize value. ### 5. Gethookd Why it’s essential: Gethookd is designed for a world where UGC-style creative and competitive pattern recognition drive performance. In many categories, winning ads don’t look like they’re made for TV, they look like they were filmed on a phone by someone in the driver’s seat of their car: they’re convincing, fast, and built around hooks that match how people actually consume content. Teams get the most use out of Gethookd by researching what’s working in your market to generate UGC-style scripts and variations, and keep your creative pipeline stocked with new hooks that feel native to social environments. Showcased features: - Competitor and Market Research: Helps teams identify patterns and angles from existing ad ecosystems. - UGC Video Generation: Supports creation of UGC-style video assets designed for social performance. - Script and Hook Creation: Generates scripts, hooks, and variations for rapid production cycles. - Angle Exploration: Helps teams expand creative coverage across value props, objections, and use cases. - Iteration Workflow: Encourages fast “build → test → refresh” cycles in UGC-heavy categories. Best for: Gethookd is ideal for teams running social-heavy programs that depend on UGC-style ads and need to scale hooks, scripts, and variations quickly. Pricing model: Subscription-based; indicative monthly pricing with tiered plans. Pros: - UGC velocity: Speeds up concepting and scripting — the hardest bottlenecks in UGC production. - Research-led creative: Anchors creative direction in market patterns instead of guesswork. - Hook coverage: Makes it easier to test multiple angles quickly across the funnel. Cons: - Brand QA required: UGC-style output needs oversight to avoid off-brand tone or credibility issues. - Risk of derivative creative: Market-based inspiration can drift too close to “copying” without strong strategy. - Not a full performance platform: Best paired with strong measurement and testing discipline. ### 6. Madgicx Why it’s essential: Madgicx is designed for performance teams that want creative insights connected to optimization decisions. When you’re managing many campaigns, you need a workflow that helps allocate attention and budget toward what’s working and away from what’s wasting spend. Madgicx lets teams monitor creative performance, identify actionable signals, and support automated or semi-automated optimization workflows that help scale winners and manage fatigue. Showcased features: - Creative Performance insights: Helps analyze which creatives and themes drive results. - Optimization Workflows: Supports shifting strategy toward top-performing assets and campaigns. - Multi-campaign Management: Built for teams operating at scale across many active initiatives. - Automation Features: Designed to reduce manual optimization and accelerate decision cycles. - Performance-oriented Tooling: Emphasizes outcomes like return on ad spend (ROAS)/cost per action (CPA) rather than just asset production. Best for: Madgicx is ideal for performance marketers managing high campaign volume who want an optimization-oriented system that helps keep creative performance aligned with budget efficiency. Pricing model: Madgicx employs a dynamic spend-based pricing structure where your monthly software fee scales directly with your ad budget, starting at approximately $44 per month for accounts spending under $1,000. As your advertising volume increases, the subscription cost rises through defined tiers, reaching upwards of $500 monthly for high-spend accounts before transitioning to custom Enterprise quotes. Pros: - Optimization-driven: Built for teams that want creative insights to feed into action. - Scales with campaign volume: Useful when manual optimization becomes too slow. - Efficiency focus: Helps reduce wasted spend by highlighting what to prioritize. Cons: - Cost can scale: As usage/spend grows, pricing may increase — model ROI carefully. - Depends on clean measurement: Creative optimization is only as good as the underlying attribution signals. - Not a pure creation tool: Best paired with strong creative production resources or generation tools. ### 7. Pencil Why it’s essential: Pencil is designed around frictionless iteration. This feature is key to your ability to manage campaigns: Instead of treating creative generation as a one-time event, Pencil supports an ongoing cycle of producing image and video variations informed by performance signals. Pencil generates learnings and turns them into new iterations faster to keep creative fresh, expand angle coverage, and reduce the lag between “what we learned” and “what we ship next.” Showcased features: - AI Image and Video Generation: Produces new creatives and variations designed for performance marketing use cases. - Variation Suggestions: Generates alternative hooks, visuals, and formats to explore adjacent winning concepts. - Performance-informed Iteration: Supports workflows that connect results to next-round creative development. - Creative Production Workflow: Helps teams standardize creative development from inputs to variations and finally to deployment-ready assets. - Brand Guardrails: Maintains consistency through structured inputs and templates. Best for: Pencil is ideal for performance marketers who already run structured creative testing and want a platform purpose-built for iteration — especially teams that need to scale video and motion alongside static assets. Pricing model: Pencil operates on a tiered subscription model driven by “Generation Credits” and seat access, starting at $14 per month for individuals and scaling to $119+ for commercial teams. The model is split into Self-Serve (credit-card based) and enterprise (contract-based) tiers. Most plans include a 7-day free trial to test the ad generation engine. Pros: - Iteration engine: Strong fit for “always-on” creative testing programs. - Video-friendly workflow: Useful when your roadmap includes scaling motion and short-form assets. - Speed-to-next-test: Helps compress the loop between insight and new creative deployment. Cons: - Needs clear inputs: Without clear angles, offers, and positioning, AI iteration can amplify confusion instead of clarity. - Adoption matters: Workflow value is highest when teams commit to using the platform consistently. - Not a standalone measurement strategy: You still need clean attribution and controlled testing to quantify creative lift. ### 8. Segwise Why it’s essential: Segwise focuses on the part of creative management that breaks first at scale: knowing what’s actually working. When you’re running dozens or hundreds of assets across platforms, it becomes hard to distinguish true winners from noise or to detect fatigue before performance drops. To effectively manage your creatives, Segwise turns scattered creative results into actionable patterns. It helps teams connect creative elements to outcomes, making it easier to replicate what works and systematically generate better variations. Showcased features: - Automated Creative Tagging: Classifies creative elements (hooks, formats, themes) so performance can be analyzed at the component level. - Creative Performance Analytics: Connects asset-level and element-level signals to performance outcomes across tests. - Fatigue and Lifecycle Signals: Helps identify when creatives are losing effectiveness and need refreshes. - Insight-to-Variation Workflow: Guides creation of new variations based on winning patterns rather than guesswork. - Cross-Account/Portfolio Views: Useful for teams managing many campaigns or brands. Best for: Segwise is ideal for performance marketing teams running large creative test volumes who need clarity, consistency, and repeatability when creative reporting has become too manual or too slow to drive decisions. Pricing model: Segwise operates on a custom enterprise pricing model based on scale, integrations, and reporting scope. Pros: - Pattern discovery: Makes it easier to understand why something worked and what to build next. - Faster creative decisioning: Reduces analysis time and helps avoid “testing blind.” - Scales with volume: Becomes more valuable as creative volume increases and manual reporting becomes unreliable. Cons: - Requires hygiene: Naming conventions and asset discipline impact the quality of insights. - Implementation lift: Enterprise analytics tools typically require setup and integration effort. - Analytics-first: Best paired with a strong production workflow to turn insights into new creatives quickly. ### 9. Solara AI Why it’s essential: Solara AI sits in the automation-first category, aiming to reduce the manual workload of campaign execution and creative deployment. For smaller teams, that’s often the real constraint: not the lack of ideas, but the lack of time to consistently produce, launch, optimize, and report. Solara AI allows teams to streamline content creation and automate parts of campaign posting and optimization to keep your pipeline moving even when bandwidth is tight. Showcased features: - AI Content Creation: Generates ad-like content designed to match brand tone and style. - Automated Posting and Execution: Helps reduce manual steps in launching and managing campaigns. - Performance Tracking: Provides feedback loops to inform optimization decisions. - Workflow Automation: Supports teams that want a more hands-off operating model. - End-to-End Assistance: Positioned to combine creation with execution rather than separating the two. Best for: Solara AI is ideal for resource-constrained teams that want more automation across campaign management and creative execution — especially those that value simplicity and reduced manual work. Pricing model: Typically custom pricing; may vary based on supported channels and automation scope. Pros: - Bandwidth relief: Reduces operational load for small teams. - Execution-oriented: Focuses on getting campaigns live and managed, not just generating assets. - Streamlined workflow: Can simplify multi-step processes into a single toolset. Cons: - Integration depth varies: Confirm ad platform integrations and reporting depth early. - Less control by design: Automation can trade off with granular creative and optimization control. - Validation required: “All-in-one” tools require careful evaluation to ensure they match your needs. ### 10. Vibemyad Why it’s essential: In performance marketing, the difference between average and elite teams is often how quickly they can move from research to production, from production to testing, and from testing to audited learning. Vibemyad is built for teams that want to operationalize creative strategy. To manage your creative workflow, you can use Vibemyad as a workflow layer that connects research, creative planning, production, and performance audits into a continuously updating system. Showcased features: - Ad Research Database: Helps teams study creative patterns, competitive positioning, and emerging angles. - Workflow Automation: Supports creative operations — organizing briefs, concepts, iterations, and outputs. - Performance Audits: Provides structured ways to diagnose what’s working, what’s failing, and why. - End-to-End Creative Planning: Helps connect strategy with production so outputs align to test goals. - Team Collaboration Tools: Useful for aligning stakeholders around creative direction and iteration. Best for: Vibemyad is ideal for creative strategy and production teams, agencies, and performance organizations that want a repeatable process to research, build, and audit creative — especially when multiple stakeholders are involved. Pricing model: Often custom pricing; may include tiered plans depending on features and scale. Pros: - Process-driven: Helps turn creative work into a repeatable operating system. - Stronger alignment: Makes it easier for teams to agree on what to build and why. - Audit mindset: Encourages learning loops that prevent repeating the same mistakes. Cons: - Requires adoption: Workflow value depends on consistent team usage. - Not just a generator: Teams looking only for instant creative output may not use the platform fully. - Best with defined goals: Strongest results happen when audits feed into planned test roadmaps. ## More About Performance Ad Creatives ### What Is an AI Ad Creative Platform? An AI ad creative platform is any system that uses AI to help you create, evaluate, or improve ad assets. Some tools are generation-first, to make more creatives faster, and others are intelligence-first to help you understand what’s driving performance. The most valuable platforms increasingly combine both: they help you produce variations and then learn from results so the next set is better than the last. ### How Does AI Improve Ad Creative Performance? AI improves creative performance by compressing time. It shortens the distance between an insight and a new test. Instead of waiting for a designer, rewriting briefs, or debating what to try next, AI can quickly produce structured variations and help teams explore more angles while maintaining consistency. The performance advantage combines velocity and discipline: You can test more intelligently, and sooner, and stay ahead of creative fatigue. ### What Are the Key Features to Look for in AI Ad Creative Platforms? The strongest platforms tend to share a few practical traits. First, they make it easy to generate variations across formats and sizes without breaking your workflow. Second, they provide enough governance of templates, brand controls, and approvals so that scaling doesn’t destroy consistency. Finally, they provide analytics that reveal which elements are driving performance, signals that indicate fatigue, and integrations that make it easy to deploy and measure without manual overhead. Ultimately, you’re looking for a platform that improves the full creative loop by improving your ability to manage the entire process. ### How Are AI Ad Creative Platforms’ Pricing Structured? Pricing typically maps to what the platform sells. Generation tools usually charge subscriptions tied to credits or usage volume. Intelligence and workflow platforms are often enterprise-priced because they integrate into broader reporting systems. Media platforms with creative capabilities frequently use performance-based pricing because creative is part of a larger distribution and optimization system. The simplest way to evaluate pricing is to ask: Does this tool reduce production cost, reduce wasted spend, increase conversion efficiency, or all three? If it doesn’t move at least one of those levers, it’s hard to justify at scale. ### AI Creative Generation vs. Manual A/B Testing AI doesn’t replace testing; rather, it changes what you can test and how much you get out of the results. The best approach is to use AI to generate high-quality hypotheses and structured variations, then let controlled tests validate what works. Predictive scoring can help you prioritize, but real-world performance is shaped by your audience, offer, landing page, attribution model, seasonality, and platform dynamics. Manual A/B testing is still a proof layer, however. AI is the acceleration layer that keeps the proof pipeline full. ### Case Studies of AI Improving Ad Campaign ROI A recent large-scale performance advertising case study led by Columbia University found that AI can scale creative experimentation without creating a performance penalty, if you use it to produce ads that still follow human-centered best practices. In one of the largest live analyses of GenAI display advertising to date, researchers from Columbia, Harvard, Technical University Munich (TUM), and Carnegie Mellon partnered with Taboola’s Creative Shop and used Realize performance data to compare AI-generated and human-made ads in real market conditions. Across the full dataset, AI-generated ads delivered comparable click-through rates (CTR) to human-made ads, and under strict controls the performance was statistically equivalent. The key takeaway is that generative AI helps teams to expand their creative surface area, then lets performance signals sort winners from losers without worrying that you’re trading quality for scale. The research also found that ads perceived as AI-generated underperform, regardless of whether they were actually made by AI or by humans. The takeaway here is straightforward: To increase your ROAS, don’t just use AI for the sake of using AI, use AI to generate authentic-feeling creative that doesn’t trigger AI skepticism. What helps creative feel human? The study found that using large, clear human faces was the single most influential factor in making ads feel human-made and in driving higher engagement. On the other hand, visual cues like overly stylized or highly polished imagery, heavy color saturation, and strong symmetry — whether AI-generated or human-made — decreased confidence in the ads. ## Key Takeaways AI creative platforms are the infrastructure for performance teams that want to scale. The right tool depends on your bottleneck: If you need more output, generation tools can help you produce variations without expanding headcount. If you need clearer learning, creative intelligence platforms help you see why something worked and what to do next. And, if you want creative and optimization tightly connected, performance platforms that treat creative as part of the delivery system can reduce the gap between insight and impact. The winning pattern across all of them is consistent: build a creative loop you can run every week, not a one-off burst you hope carries the quarter. ## Frequently Asked Questions (FAQs) ### Which AI creative platform is best for performance testing? If by “performance testing” you mean understanding which creative elements actually drive outcomes, you’ll typically want a platform that’s analytics- and insights-forward. If you mean performance testing as “launch variations and optimize them at scale,” platforms that combine creative tooling with distribution and optimization can make testing feel less like a project and more like an always-on engine. ### What are the best AI creative platforms for e-commerce advertising? E-commerce teams usually win with the combination of a tool that makes it easy to generate and format large volumes of product-led variations, and a system that keeps learning tight as performance shifts week to week. Different platforms tout different advantages. The industry leaders are AdCreative.ai for high-volume static performance, Realize for closing the performance gap where increasing spend on search or social leads to diminishing returns due to audience saturation, and Pencil for brand-safe prediction. ### Are these platforms suitable for both static and motion ads? Increasingly, yes. Some tools excel at rapid static iteration, while others emphasize video and UGC-style outputs. Platforms that can turn static into motion and automate variants tend to make motion more accessible for performance teams, though these tools run the risk of flagging to the viewer that they are AI-generated. ### Do AI creative tools integrate with ad platforms? Many do, but the depth varies. Some integrate directly through imports and publishing workflows. Others operate as production layers where you export assets and then deploy them manually. If integrations matter to you, validate the exact platforms supported and confirm whether performance data flows back cleanly enough to support real iteration, rather than spreadsheet archaeology. --- ### Retargeting vs. Lookalike Targeting URL: https://www.taboola.com/marketing-hub/retargeting-vs-lookalike-targeting/ Last Modified: 2026-03-23 09:30:19 Historically, performance marketing has never required as much strategy and execution as it needs today. With tight marketing budgets, rising acquisition costs, time-strapped teams, and a scattered user journey, search and owned platforms alone may not drive sustainable growth. Since understanding customers is key to getting in front of them and enticing them to engage, two advertising strategies rise to the top: retargeting and lookalike targeting. While both can help solve modern-day marketing challenges, and are both often lumped together in overarching plans and budgets, they each solve a different problem at different points in the customer journey. Understanding what each tactic really means, when each should be deployed, and the considerations and outcomes of each, will help create a campaign that executes for maximum return. ## Retargeting Retargeting is a lower-funnel marketing tactic that uses behavioral intent to serve more effective ads to nudge users into action. To be most effective, this type of advertising needs to appeal to the mindset the user has when engaging online, with a goal of conversion. ### Description Retargeting allows for people who are searching online, but have not yet taken action, to be served digital ads about the brand, product, goods, or service. The idea is to give a friendly reminder to those who have shown interest but haven't yet converted, nudging them toward the intended activity. ### How It Works User actions (such as browsing history, clicks, engagement, or abandonments) are tracked across devices and platforms via cookies, pixels, or tags installed on your website. If a user abandons items in their cart, e.g., email retargeting would see an email sent to the user as a reminder, specifically encouraging them to return to their cart. ### Benefits Because retargeting audiences are already familiar with your brand, and are lower in the marketing funnel, retargeting tactics produce more engagement and conversion. As such, the cost per click is lower than with many other tactics, since these ads are being served to a warmer audience. Repeat brand awareness is another retargeting benefit, as the brand, product, or service is served as a reminder. Retargeting ads can even offer personalization, based on information collected from the user or their experience, which can help to create a brand connection. ### Considerations There is a limit to both the audiences available for retargeting — i.e., those who have previously interacted with you — and how many times you can get in front of them before diminished ROAS occurs. If the campaign isn’t well optimized, ad funds may be wasted on people who have already converted. Retargeting can also be subject to privacy concerns over use of personal data, and requires user consent for personalization through GDPR, CCPA, and other similar regulations. ### Use Cases Cart abandonment advertising is a strong use case for retargeting. This can show up as an ad featuring a product a user browsed online, or an email reminding them they have items in their cart. These users have gone far in the purchase process, and enticing them to complete a transaction is direct revenue for the business. ## Lookalike Targeting ### Description Lookalike targeting finds new potential audiences who share attributes or characteristics with your existing customers. This information comes from your first-party customer data. ### How It Works When you feed current customer data into ad platforms, they use this information to analyze other users and find the ones that match the profile of your customers. This gives you a warm audience to work with, since they match your existing audience through multiple dimensions and common attributes. ### Benefits Because this is a new audience, there is a larger pool of potential customers to target, as opposed to retargeting campaigns, which focus on a current audience. This tactic is relatively easy to get off the ground, using data you already have from your current customers. Some models can even adjust and refine targeting and messaging based on campaign learnings. Lookalike audiences are a higher-funnel tactic, meaning that fresh leads are being added to the marketing funnel for more sustainable funnel growth. ### Considerations Since this targeting is directed at people who have not yet shown engagement or interest in your brand, it likely will take longer to warm them up, and more touchpoints to see significant results. ### Use Cases As lookalike targeting is putting you in front of a net-new audience, it’s a good tactic to expand awareness when you need to fill prospects higher in the marketing funnel. If cost per acquisition is an important metric, lookalike targeting is a solid solution that can increase conversions in a cost-effective way. With a strong database of current customer data, you can create nuanced lookalike campaigns based on product, behavior, time, location, and more to boost the likelihood of positive results. ## How Does Retargeting Compare to Lookalike Targeting? Feature Retargeting Lookalike Targeting Privacy Compliance Relies on first-party data, server-side tracking Relies on both first- and third-party data, consider geographic privacy laws and regulations, needs consent Campaign Goal Conversions, increase intent Awareness, reaching new prospects Setup Complexity Moderate, with more technical and strategic planning and implementation Low, based on quality source audience data Audience Scalability Fixed to current audience as the maximum Unlimited, based on quality of data and budget Immediate Performance High, since this audience is warm and lower in the funnel Moderate, since this audience needs to be created and nurtured Long-Term Brand Lift Shorter timeframe focused on conversions rather than brand lift Longer timeframe, but expands brand influence and reach Cost Efficiency Strong at first, but becomes a diminished return on ad spend from messaging fatigue Good cost per acquisition compared to other tactics, can shift if audience isn’t responding Automated AI Integrations Can display dynamic ads based on personal user behaviors and actions Refine audience and messaging based on response and information learned from existing customers and new leads Brand Safety/Suitability Main consideration is placement next to or within other platforms that don’t align to brand or product Improves with quality of seed audience data A/B Testing Testing creative and messaging and adapting based on response, and adjusting segmenting Test lookalike audience sizes, adjust segmenting, test creative ## How to Decide When to Choose Retargeting Retargeting works well when you have a lot of stalled lower-funnel audience near conversion, or significant monthly traffic (for a larger retargeting audience potential). If you need a quick win, or have abandoned products you’re looking to move, retargeting could be a great tactic to drive completion. ## How to Decide When to Choose Lookalike Targeting If you have more time and need to bring more people into your marketing and sales pipeline, lookalike is a smart tactic to expand reach and awareness. Devoting time to testing audiences, segments, and creative will result in more success. ## Key Takeaways Both retargeting and lookalike targeting have a place in the marketing and sales plan. With retargeting focusing on moving your current audience closer to conversion, and lookalike targeting focused on bringing awareness to new audiences, a mix of both addresses short- and long-term needs. Budget and current audience data will both factor into results for each campaign. ## Frequently Asked Questions (FAQs) ### What is the primary difference in audience intent between retargeting and lookalike targeting? Regargeting targets users who have previously shown intent to purchase. This was demonstrated through actions including product views, content engagement, and cart abandonment. Because they have already interacted with your brand, they are more likely to convert on first impression. Lookalike targeting is aimed at users who have never interacted with your brand, but share characteristics with your existing customers. While they haven’t shown intent, their behavior patterns suggest they are more likely to be interested than other audiences. Still, because they have not yet interacted with your brand, they may need further nurturing before a conversion. ### How does lookalike targeting help scale my performance campaigns beyond retargeting? Retargeting has a limited reach based on your existing audience and, once that audience is saturated, offers diminished return on retargeting spend. Lookalike targeting, however, allows for scaling through different methods such as increasing ad spend, or adjusting or expanding targeting attributes. With lookalike targeting, new prospects enter the marketing funnel, and can later become retargeting audiences. ### If my site has significant traffic but a high cart abandonment rate, should I invest my remaining budget in lookalike targeting to find new prospects, or in retargeting to bring back those who left? Lookalike targeting can be a great way to grow upper-funnel awareness for the future, while retargeting can provide quick wins on those audiences already expressing an interest. Each has a place in the marketing and sales funnel. You should also consider a thorough appraisal of your checkout page to see what’s causing the high cart abandonment rate. --- ### Mail Domain Targeting vs. CRM Lookalike Audiences URL: https://www.taboola.com/marketing-hub/mail-domain-targeting-vs-crm-lookalike-audiences/ Last Modified: 2026-05-24 09:26:53 Both mail domain targeting and CRM lookalike audiences can be useful for performance marketers looking to reach their campaign goals with increased numbers of users. Mail domain targeting is an email marketing strategy designed to create multiple domains for outbound email campaigns, while lookalike audiences are a feature within CRM systems and advertising platforms that use AI functionality to create new segments, based on existing customer data. Here’s more on each of these options, how they work, and when to use them. ## Mail Domain Targeting Mail domain targeting can be useful for marketers and advertisers expanding their company’s reach. Let’s get into the details. ### What Is Mail Domain Targeting? Mail domain targeting is a way to use email marketing techniques for cold outreach to prospects. It’s useful for businesses facing spam risks and that want to experiment with new audiences or increase email volume quickly. Mail domain targeting creates alternative but still on-brand domains, such as store.company.com versus company.com to send outbound emails. This is ideal if a business wants to protect the primary domain from spam filters when scaling up email volumes, or experiment with new formats or audiences in their email marketing campaigns. It protects the core brand while allowing for new approaches to email. ### How Mail Domain Targeting Works There are several ways to approach mail domain targeting, depending on your existing tools and the associated goals. - Domain segmentation: With this method, you create a segmented list within an email provider based on industry domain, such as .gov or .edu, or a specific company’s domain. - Geographic segmentation: This method segments users based on the country domain, like .uk or .in, to then target emails according to regional preferences. - Behavioral or intent targeting: Incorporate data from user interactions, like past purchases or web visits, to target the specific domains or high-intent users likely to convert. - Sub-domain segmentation: This refers to using subdomains within a company’s primary root email domain to send targeted emails to specific audiences. This can help improve sender reputation and tailor messaging to keep it from being too broad. ### Benefits Mail domain targeting can be a very useful way to boost existing and new or desired audiences through email, particularly for B2B marketers. You may, e.g., want to explore whether those working in higher education are a good target audience for your company’s product, and thus create a targeted email domain for .edu recipients. Mail domain targeting also allows marketers to create focused, relevant messaging for different audiences to increase reach and conversions. Additionally, this method is useful when you’re scaling up an email marketing program or making other changes in strategy, and want to ensure the protection of your domain name and associated brand identity. ### Considerations Keep in mind that mail domain targeting requires the same attention to regulatory compliance as any other email marketing program. In addition, mail domain targeting can be onerous to set up and carry out manually if your marketing technology platforms don’t include the feature. It’s also limited to outbound emails, so you’ll likely want to use it as part of a broader performance marketing strategy that includes open web, social and search, and other motions. For larger companies or those with multiple, unique audiences, mail domain targeting helps differentiate messaging and offers. Consider your in-house and platform capabilities, the variety of users and audiences, and number and breadth of products before setting up mail domain targeting. ### Use Cases Generally, mail domain targeting is useful for tailored B2B outreach, improved email deliverability, and segmentation by characteristic, like behavior or geography. Here are a few common use cases: - ABM: For account-based marketing (ABM) strategies, you might target specific high-value corporate domains in order to find and personalize outreach to the relevant decision-makers. - Competitor conquesting: This option identifies and targets users who have interacted with competitors’ domains. - Improving cold email deliverability: Rotating email domains can help avoid spam filters and ensure the email reaches inboxes. - Specialized or targeted offers: Mail domain targeting allows you to customize and personalize content based on industry, company size, or location, then send appropriate offers. - Sub-domain email strategy: Creating separate domains for separate email types, such as marketing versus transactional, can help manage the sender’s reputation and assure delivery. - Domain activity: This is useful for segmenting by domain-specific activity, e.g., if an email provider’s users are becoming inactive, or if a certain amount of time has passed since users have engaged with the business. - Engagement segmentation: For lead nurturing, you may create domains to target users who have engaged with content in order to follow up with tailored offers. - Retargeting: This type of domain targeting is useful to re-engage users who have abandoned their cart, so you can send personalized reminders and offers. ## CRM Lookalike Audiences Using your CRM system or advertising platform to create lookalike audiences can help expand your campaign reach, by finding new audiences modeled on proven customers, or by finding similar users to those you already have. This lookalike audience method also helps capture incremental reach and improve relevance as you’re driving toward campaign success. ### What Are CRM Lookalike Audiences? A lookalike audience is essentially a customer database made up of a group of people who have similar characteristics to your ideal customer, or one of your ideal customer types, depending on the breadth and variety of your business. Modern ad platforms or CRM systems incorporate AI to analyze audience data and create the lookalike audiences, saving users a lot of time. Lookalike audiences might include users with similarities like purchasing behaviors, preferences, and characteristics like location and other demographic details. Then, marketers can direct tailored, personalized messaging and offers to each audience accordingly. Lookalike audiences can start with a small percentage, reflecting how closely you want the new lookalike audience to match the source audience. ### Types of Lookalike Audiences There are a few types of lookalike audiences to consider. - Conversion-based lookalikes: These audiences are created based on actions that users have taken — filling out a form, visiting a campaign landing page, or subscribing to a newsletter. - High-value modeling: These audiences use modeling to group and target users that match high-lifetime-value customer profiles. - Segmented lists: Similar to mail domain targeting, this type of audience is based on specific customer segments, such as those in a particular country, demographic, or in a particular product category. - Seed optimization: This refers to continual refining of the source (or “seed”) customer data list, which is essential for AI tools to accurately predict new lookalike audiences. - Combined or stacked lookalikes: These audiences are combined out of several different lookalike audiences, such as people who have attended an event combined with people who work at financial services firms. This helps expand reach while maintaining relevance. - Engagement-based lookalikes: These audiences incorporate users who are similar to those who have interacted deeply with a brand, whether that’s filling out a form, visiting the website, or watching videos. ### How CRM Lookalike Audiences Work CRM lookalike audiences create new groups to target based on existing users. These audiences can be incredibly helpful in expanding reach and meeting campaign goals by driving new, high-intent visitors to your site or other destination. There are multiple ways to create and use lookalike audiences, including site visitor information through tracking pixels on your website, like those that Realize offers. Without pixels, you can use information like email list signup or completed purchase. Or, upload data directly from your CRM email lists and then create a lookalike audience. Once you’ve created a CRM lookalike audience, you can apply it to a new campaign, or to an existing campaign that aligns with this new audience group. Make sure you optimize the ad creative to match, then monitor metrics like conversion numbers or return on ad spend (ROAS) and refine accordingly. Or, let your ad platform automate this work for you! ### Benefits CRM lookalike audiences can be an easy way to find and target new, high-intent audiences for your brand. It can be a low-lift activity, particularly if you have a platform to do it for you, and newer AI capabilities can delve into data more quickly and at a broader scale than human teams. ### Considerations When you’re using lookalike audiences, make sure to keep these tips in mind: Data is paramount: Marketing outreach with lookalike audiences depends heavily on up-to-date, continually refreshed contact data for customers and prospects. With AI capabilities, this is even more essential so that predictions are as accurate as possible. Use high-intent lists: Lookalike audiences should include users who are most similar to those users who have recently converted, by whatever standard your business uses. You can also add users who have engaged with your business on outside media channels. Get to know percentage modeling: Lookalike audiences work best when you start small and grow. So, try a 1-10% number first so that you get highly similar matches to those valuable prospects or customers. Then, expand the size and reach from there. ### Use Cases CRM lookalike audiences leverage first-party data to target new prospects who mirror high-value customers, driving higher conversion rates and reducing ad spend. Key use cases include targeting lookalikes of recent converters for acquisition, reaching high-lifetime-value (LTV) customers to boost revenue, and finding new users for specific products, like sustainable goods. These are some common use cases for lookalike audiences: - User acquisition at lower cost and higher quality: Lookalike audiences are similar to your existing high-value users and thus more likely to convert and engage more quickly. This costs less than broader acquisition efforts. Plus, you can more easily suppress lower-value users. - Moving beyond saturation: If your targets are saturated, lookalike audiences can help find new leads that are similar to your current customer or prospect base. - Increased intent or awareness: Using existing marketing data can be super useful in building more targeted, specific new audiences, whether you’re working toward higher intent leads, cross-selling or selling new products, or increasing brand awareness. ## How Does Mail Domain Targeting Compare to CRM Lookalike Audiences? Here’s a quick overview of what to expect from mail domain targeting and lookalike audiences when you’re deciding which to choose. Mail Domain Targeting CRM Lookalike Audiences Privacy Compliance Similar considerations to any email campaign: adhere to GDPR, CCPA, CAN-SPAM, and use encryption Use first-party data; ensure explicit, informed consent for marketing use Campaign Goals Match domain targeting with campaign goals, such as increased ROI or conversion uplift; avoid generic emails Tailor audience to campaign goal: narrower for conversion or sales, and broader for brand awareness Setup Complexity Technical complexity: 3-6 weeks of domain warmup, DNS authentication, and reputation management Straightforward within CRM or ad platform Audience Scalability Requires some back-end work to move to a horizontal scaling approach Starting with 1% matching then expanding to 5-10% matching to broaden reach Immediate Performance No, requires 3-6 week gradual warmup Yes, since new audience lists can be activated immediately and with more precision Long-Term Brand Lift Yes, mail domain targeting fosters personalized content and marketers can balance frequency and reach   Yes, since high-value, first-party data continuously feeds into the ad platform to refine marketing efforts Cost Efficiency Yes, since it uses existing tools, data, and platforms and avoids overly broad, wasted targeting Yes, as it targets prospects for high-value outcomes and uses first-party data and systems Automated AI Integrations Possible, with good data hygiene and modern tech Yes, AI integrations are key to build successful lookalike audiences Brand Safety/Suitability Yes, since targeted mail domains protect the brand’s reputation Yes, as they use first-party, consent-driven data A/B Testing Yes, with two email versions across segmented email domains; try large sample sizes and time it right Yes, by adjusting audience percentages, different source data, location, and other variables ## How to Decide When to Choose Mail Domain Targeting Mail domain targeting is ideal when a marketing team wants to expand its email usage, whether for experimenting with new audiences or increasing volume. It works best for cold outreach or scaling sales efforts by email, while keeping your business’ outbound email reputation intact. It’s useful if the business is facing any spam issues, and to ensure deliverability. ## How to Decide When to Choose CRM Lookalike Audiences Choose CRM lookalike audiences when you’re working to acquire new users who are likely to convert. This is ideal when you already have a strong database of existing customers, and when your CRM or ads platform includes this capability. Lookalikes are ideal for targeted advertising, and for ambitious acquisition goals. ## Key Takeaways Mail domain targeting and CRM lookalike audiences are both important tools for modern marketers as they’re growing audiences and expanding reach. Mail domain targeting can help companies experiment and expand their email marketing programs intelligently. Lookalike audiences can take advantage of AI’s scale and depth to analyze data, and make predictions to help performance marketers and advertisers find users who are a good match for what the business is offering. For scale, improved ROAS, and better reach, these tools can open up new opportunities. ## Frequently Asked Questions (FAQs) ### Which targeting method should I use to reach people who are already using my competitor? If you know a group of people are already using your competitor, this is a great chance to use competitor conquesting. Try creating a small lookalike audience based on the information you’ve captured in a CRM platform. This can target those people who have used a competitor app or visited competitors’ websites, then tailor messaging, creative, and offers that highlight the value of your product or service. You can try a 1-3% lookalike audience to target the top percentage of people who match this competitor profile, then expand if needed later. ### I have a list of my top 500 VIPs; should I use mail domain targeting or CRM lookalike audiences to use it? Use CRM lookalike audiences to target this list of top 500 VIPs. This is high-intent, first-party data that represents your best customers, so you’ll be able to use the lookalike audience to find people who share these VIP characteristics. Try a small initial seed list to start finding new valuable users. AI and ML tools do better with groups of more than 1,000 users, but 500 is adequate for their capabilities to help you scale. Using mail domain targeting for this use case may be too broad, with lower-value users than your VIP list. ### Should I use mail domain targeting or CRM lookalike audiences to target people subscribed to specific industry publications? For this use case, try mail domain targeting for outreach to subscribers of specific industry publications. For B2B audiences, mail domain targeting can be very useful for reaching professionals in a particular industry, since you can tailor messages carefully. Of course, if you’re looking for people like those subscribers, rather than actual known subscribers, try lookalike audiences. --- ### Manual vs. Automated Campaign Optimization: Which is Best? URL: https://www.taboola.com/marketing-hub/manual-vs-automated-campaign-optimization/ Last Modified: 2026-06-30 08:17:50 More than ever, performance advertisers are turning to the open web, as rising costs and signal loss make traditional search and social channels harder to scale profitably. But, while native environments, publisher networks, and recommendation platforms offer new reach and diversification, they also add complexity. Unlike walled gardens, the open web forces advertisers to navigate fragmented audiences, varied placements, and rapidly shifting performance signals. This raises an important question: Should campaign optimization rely primarily on human judgment, or machine intelligence? The debate isn’t new, but it’s become an urgent one as AI in advertising becomes more sophisticated. This guide explores the trade-offs between manual precision and algorithmic power, and what you need to consider to build open web campaigns that scale efficiently without sacrificing ROAS optimization. ## Precision vs. Power: The Core Trade-Off in Optimization At its core, campaign optimization is about balancing precision and processing power. Manual optimization gives advertisers detailed control and allows for human judgment, whereas automated bidding systems offer speed, scale, and the ability to recognize patterns that humans cannot match. Neither approach is better in every situation, since each solves a different challenge in performance advertising. Manual campaign management works best when you’re prioritizing strategic thinking over large amounts of data. Automated optimization performs best when campaigns generate enough data and fast execution and campaign management efficiency are the priority. The real challenge for modern advertisers is knowing when each approach creates value and when it increases risk. ### The Argument for Manual Control Manual optimization still matters because advertising is not just mathematical. Context, creative quality, and business goals still require human interpretation. When you first launch a campaign, you often don’t have much historical data available. Without enough signals, algorithms struggle to learn effectively. In these low-data situations, manual bidding and placement decisions help protect return on ad spend (ROAS). Experienced marketers can often recognize signs of high-quality traffic long before conversion data becomes statistically reliable. Manual control is especially useful for niche audiences. Open web campaigns frequently reach specialized users across smaller publishers where conversion volume may be low, but highly valuable. Human operators can notice qualitative signals, such as editorial alignment, audience intent, or brand safety, that algorithms may initially miss. Manual optimization also helps during periods of change. Product launches, seasonal promotions, or creative testing phases often require careful pacing instead of aggressive campaign scaling. Humans can prioritize learning and long-term strategy rather than reacting only to short-term performance signals. In simple terms, manual optimization works like surgical precision, protecting campaigns when uncertainty is high and data is limited. ### The Case for Algorithmic Speed Automation becomes powerful once campaigns generate enough data. Machine learning systems can analyze large numbers of real-time variables at once, including device type, location patterns, time-of-day performance, publisher context, engagement signals, and historical conversion data. No human can adjust thousands of bids across placements in real time. Automated systems can. This advantage comes from response speed. On the open web, performance conditions change constantly. Traffic quality shifts, inventory changes, and user behavior evolves throughout the day. Algorithms respond instantly, moving budgets toward new opportunities before manual managers can even spot the trend. Automation also improves efficiency. As campaigns grow, manual management becomes harder to sustain. Reviewing reports, adjusting bids, and reallocating budgets across many publishers creates operational bottlenecks. Automated systems remove these limits, allowing campaigns to scale without increasing workload at the same rate. The result is not just faster optimization, but continuous optimization. Machines work without fatigue, making thousands of small adjustments that add up to meaningful performance gains over time. ## When to Choose Manual: The Performance Advertiser’s Checklist Even with advances in AI, there are clear situations where manual optimization is the smarter choice. New campaign launches are a key example. Early campaigns lack conversion history, which makes algorithms vulnerable to incorrect assumptions. Manual oversight ensures early traffic sources align with campaign goals before automation scales inefficient signals. Manual optimization is also important when conversion data is limited or delayed. Some campaigns rely on longer attribution windows or offline conversions, which reduces the real-time feedback algorithms depend on. Human judgment helps fill this gap. Highly niche audiences are another case where manual management excels. When targeting specialized or high-value segments, advertisers may prioritize quality over volume. Automated systems focused solely on maximizing conversions may chase scale over relevance unless carefully guided. Manual control also improves transparency. Many automated platforms operate as “black boxes,” making it unclear why budgets shift or placements change. Manual optimization allows advertisers to clearly understand performance drivers and maintain confidence in campaign direction and direct response marketing. In short, manual optimization works best when strategy matters more than speed. ## Leveraging Automation to Scale Beyond Search and Social As campaigns mature, automation becomes essential for unlocking the full potential of open web advertising. Unlike search advertising, where user intent is clear, open web environments rely on probability models. Algorithms analyze behavioral patterns across large datasets to identify users who are likely to convert, even when intent isn’t obvious. This allows automated systems to discover high-performing placements and audience segments that would be extremely difficult to find manually. Data volume plays a critical role, too. The more conversion signals a campaign produces, the more accurately machine learning models can predict results. With enough data, optimization shifts from reacting to performance toward predicting future outcomes. Automation also removes repetitive operational tasks. Instead of manually adjusting bids across hundreds of placements, advertisers can focus on higher-level strategy, such as improving creative messaging, testing offers, and strengthening conversion funnels. This shift changes the performance marketer’s role. Rather than acting as a tactical operator, the advertiser becomes a strategic leader guiding automated systems toward business goals. Automation does not remove human involvement; it redirects it toward higher-impact decisions. ## The Hybrid Framework: A Strategic Path to Maximum ROAS Today, the most effective optimization strategy is not manual or automated alone, but a hybrid. A hybrid framework combines human strategy with machine execution. Advertisers set campaign goals, creative direction, audience parameters, and performance limits manually, while automated bidding handles real-time optimization within those boundaries. This “human-in-the-loop” approach solves many limitations of using either method alone. Humans provide context that algorithms lack, including brand positioning, messaging nuance, and long-term business objectives. Machines provide computational power through rapid bid adjustments, large-scale testing, and continuous learning. The hybrid model also helps address the Black Box Problem. Advertisers maintain visibility into strategic decisions while automation manages complex execution. This preserves control while benefiting from efficiency gains. This approach is especially valuable on the open web, where inventory, formats, and audiences vary widely. Hybrid optimization allows strategic direction from humans while machine learning in advertising adapts dynamically to performance changes. In practice, optimization often follows a progression: manual control at launch, assisted automation during growth, and full algorithmic scaling once sufficient conversion data is available. The result is stronger ROAS and more sustainable campaign growth. ## Key Takeaways The debate between manual and automated optimization is often framed as a competition, but modern performance advertising does not work that way. Optimization exists on a spectrum, not as a simple choice. Manual optimization provides the strategic foundation. It helps campaigns launch effectively, protects performance when data is limited, and incorporates human insight into creative and audience decisions. Automated optimization provides execution power, enabling rapid responses, large-scale testing, and operational efficiency that manual processes cannot match. For open web campaigns, success comes from combining both approaches. Human expertise sets direction, while machine learning accelerates execution. Advertisers who balance these strengths gain both control and scale, and achieve the ultimate goal of performance marketing: predictable, scalable growth. ## Frequently Asked Questions (FAQs) ### How much data do I need before switching from manual to automated optimization? Most automated bidding systems require approximately 30–50 conversions a month per campaign to learn effectively. Below this threshold, algorithmic optimization may struggle due to insufficient data density, making manual optimization more reliable. Tools that provide a “manual-assist” approach can help advertisers transition gradually by feeding algorithms higher-quality initial signals. ### Will automation overspend my budget to find conversions? During the learning phase, automated systems often explore aggressively to gather data, which can temporarily increase cost per acquisition (CPA). However, implementing performance benchmarks, budget caps, and conversion tracking safeguards helps prevent inefficient spending. When properly configured, automation shifts from exploration to efficiency once enough performance data accumulates. ### Is manual optimization still relevant in the age of AI? Absolutely. Manual optimization remains essential for creative strategy, interpreting brand nuance, and making strategic pivots that algorithms cannot contextualize. The strongest results come from human-in-the-loop AI, where automation handles mathematical optimization while humans guide strategic direction and long-term growth decisions. --- ### Best Targeting Methods for Performance Campaigns in 2026 URL: https://www.taboola.com/marketing-hub/best-targeting-methods/ Last Modified: 2026-03-19 12:43:17 Performance advertising in 2026 is a balancing act. You simultaneously need more scale and more efficiency, but signal loss, consent, and platform-level privacy changes keep tightening the screws. Even as the third-party cookie situation continues to evolve, and Chrome’s plans continue to shift based on Privacy Sandbox changes and regulatory scrutiny, the direction is consistent: enduring performance comes from targeting methods that don’t depend on brittle identifiers. Using smart ways to activate first-party data when you have it is crucial. ## What Targeting Strategies Can Performance Advertisers Leverage in 2026? Here’s a practical map of the major targeting methods performance advertisers use today, organized by the data they rely on, what they’re best at, and where they fit in the funnel. Targeting Method Data Source Primary Goal Funnel Stage Contextual Real-time page content Privacy-safe relevance Awareness and consideration Topic AI-classified themes Trending interest capture Interest and awareness Search Keyword High-intent queries Precision conversion capture Consideration and action Broad Performance AI signals Maximum reach and scale Awareness and discovery Behavioral Taboola first-party data Relevance via interest signals Mid to bottom Predictive Modeled future intent Anticipate high-value actions Mid to bottom Lookalike CRM/seed data High-quality prospecting Awareness and growth Retargeting Brand engagement data Conversion recovery Bottom (action) Mail Domain Domain-level engagement Target competitor audiences Consideration and action Below, I’ll dive deeper into how each targeting strategy works, the benefits and considerations for each, and explore some use cases. ### Contextual Targeting Contextual targeting places ads based on what a user is reading right now, not who the user is. #### How It Works Platforms analyze real-time page content (keywords, entities, sentiment, metadata, semantic meaning) and match ads to pages that align with your product and message. #### Benefits/Considerations - Privacy-resilient, since it doesn’t require user identifiers or third-party cookies. - Mindset alignment means you’re buying attention when the topic is already top-of-mind. - You’ll want strong creative-message fit; broad creative can underperform if it doesn’t “belong” in the context. #### Use Cases - New product launches where you want relevant reach fast. - Regulated categories where privacy-safe relevance matters. - Always-on prospecting paired with conversion-optimized bidding. ### Topic Targeting Topic targeting is contextual’s more structured cousin. Instead of matching to individual page content, you target AI-labeled themes like “personal finance,” “fitness,” and “home improvement.” #### How It Works AI classifies pages into topic clusters. You choose the themes most aligned with your audience and test into adjacent topics to expand your reach. #### Benefits/Considerations - Great for scaling awareness while staying relevant. - Easier to operationalize than granular contextual lists. - Topics can be broad; you may need exclusions or creative variants to avoid wasted spend. #### Use Cases - Seasonal pushes like tax season or holiday gifting. - Category conquesting (your brand vs. category leaders). - Upper-funnel feed into retargeting/predictive pools. ### Search Keyword Targeting Search keyword targeting captures users when they show their intent to make a purchase. For instance, a search for “best running shoes for flat feet” is a strong signal that the user intends to buy a product in that category. #### How It Works You bid on keywords or query themes, then match ad copy and landing pages tightly to the intent behind the query. #### Benefits/Considerations - High intent equals high efficiency when aligned with your landing page and offer. - Strong bottom-funnel lever for direct response. - Cost-per-click (CPC) competition can be intense; incremental scale may be limited in mature categories. #### Use Cases - Lead gen with clear “problem → solution” funnels. - E-commerce with high-intent product terms. - Promotions where urgency matters. ### Broad Targeting Broad targeting is “letting the algorithm work.” You minimize constraints to maximize reach and let performance signals determine who sees what. #### How It Works You open targeting, then rely on platform optimization to find pockets of efficiency. Your key metrics are conversion signals, engagement patterns, pacing, and creative performance. #### Benefits/Considerations - Broad targeting is usually the fastest path to scale when you have strong conversion tracking. - Great for discovering new audiences you wouldn’t hand-pick. - Broad needs guardrails — clear conversion events, clean tracking, strong creative rotation, and budget discipline. #### Use Cases - Scaling proven offers beyond saturated segments. - Geographic expansion where you lack audience knowledge. - Testing new creatives quickly across diverse inventory. ### Behavioral Targeting Behavioral targeting uses first-party interest signals to reach people likely to care based on what they do, not who they are. #### How It Works Platforms build interest segments from on-platform and publisher network engagement, then you target those segments to improve relevance. #### Benefits/Considerations - Mid-to-lower funnel relevance without needing third-party tracking. - Often stronger than broad when your category has clear interest patterns. - Segment definitions vary by platform; validate with holdouts and incremental tests. #### Use Cases - Subscription offers like news, streaming, and apps. - Considered purchases in categories like finance, education, and home services. - Always-on acquisition with stable cost-per-acquisition (CPA) goals. ### Predictive Targeting Predictive targeting models which users are likely to take a future high-value action based on conversion patterns. #### How It Works You seed the model with conversion events (pixel or server-to-server). The platform’s performance AI finds new users whose behaviors mirror converters, often in a cookie-resistant way. #### Benefits/Considerations - Beta results cited by Realize show up to 23% conversion (CVR) lift and about 13% CPA improvement in some testing contexts, though results vary. - Finds incremental users who haven’t visited your site yet, making it great for prospecting. - Predictive models are only as good as your conversion signals — tracking quality and event choice matter. #### Use Cases - Scaling lead gen without blowing up CPA. - Moving beyond retargeting ceilings. - Growing lifetime value (LTV)-positive customer cohorts. ### Lookalike Targeting Lookalike targeting expands beyond your known customers by finding new users who resemble your best audience. #### How It works You upload CRM/seed data, like a hashed email, device ID, or ZIP code, depending on the platform. The system builds a modeled audience that matches those traits at scale. #### Benefits/Considerations - High-quality prospecting method when your seed list is clean and value-weighted. - Pairs well with creative personalization and the ability to align your message with demos like “my best customers.” - Too much information can create noise instead of signal. Be sure to segment your seed rather than dumping in everything you have. #### Use Cases - Pipeline growth for B2B and services. - DTC customer acquisition beyond interest targeting. - Geographic expansion using proven customer profiles. ### Retargeting Retargeting re-engages people who already interacted with your brand, but didn’t convert. #### How It Works You build audiences from site visits, product views, cart actions, or engagement (depending on the platform), then serve tailored ads to bring them back. #### Benefits/Considerations - Retargeting is a high return on investment (ROI) “conversion recovery” lever. - Great for sequential messaging to create urgency and draw customers into your story with testimonials and offers. - In signal-loss environments, retargeting pools can shrink, so pair it with predictive and contextual/topical prospecting. #### Use Cases - Cart abandonment and browse abandonment. - Lead form-starters who didn’t submit. - Post-click nurtures for longer sales cycles. ### Mail Domain Targeting Mail domain targeting reaches users based on domain-level engagement. It’s often used to draw attention away from competitors or target specific ecosystems (e.g., enterprise domains). #### How It Works You target audiences associated with engagement patterns around specific domains. #### Benefits/Considerations - Get in front of users already researching alternatives. - Strong mid-to-lower funnel intent signal when domains map to active consideration. - Use carefully to avoid overly narrow reach; pair with compelling “switcher” messaging and proof points. #### Use Cases - Competitor conquest campaigns. - “Why us vs. them” comparison creative. - High-intent acquisition in crowded categories. ## Key Takeaways In 2026, the best targeting stacks combine privacy-resilient reach with performance scaling (broad/predictive) and efficiency levers, instead of relying on a single “magic” audience. Remember that predictive and lookalike targeting work best when your seed signals are clean and tracking meaningful conversion events with segmented CRM lists. Also consider that the ongoing “cookieless” shift isn’t just about cookies, it’s about durability: Consent, regulation, and platform changes keep evolving, so prioritize methods that stay strong even when identifiers weaken. ## Frequently Asked Questions (FAQs) ### How can I scale my prospecting campaigns without sacrificing my CPA goals? To scale prospecting without sacrificing CPA, you usually want to broaden your reach gradually, while keeping your optimization anchored to a high-quality conversion event. Pair that with modeled audiences from first-party CRM seeds to find incremental users who still resemble converters, then scale your budget in controlled steps. ### What is the best strategy for staying competitive in a “cookieless” environment? Fortunately — or unfortunately! — for advertisers, third-party cookies are not close to being fully retired in Chrome. Google changed course over the last two years, moving away from a forced deprecation toward user-choice controls after years of delays, mixed stakeholder feedback, competition, and regulatory scrutiny around Privacy Sandbox. But, advertisers aren’t waiting for Google to resolve the issue. Across the industry, the “cookieless” playbook has shifted from waiting on a single Chrome deadline to building privacy-resilient stacks with first-party data and consented identity where available, heavier contextual targeting, and modeled measurement to keep attribution and incrementality credible as signals fragment. For performance marketing on the open web, contextual and topic targeting tools don’t rely on user identifiers; instead, they use AI to analyze page content and semantic themes to place ads where your audience is already focused. Because they target the current mindset of the user rather than their past browsing history, these tools remain effective and are naturally aligned with privacy-forward standards as Chrome and the broader ecosystem continue to evolve. ### How do I effectively activate my CRM data for high-quality lead generation? In practice, activating CRM data is often harder than it sounds because the data isn’t “activation-ready”: emails may be outdated, duplicated, or missing consent flags, and your lead records may be poorly segmented, which leads to a situation where offline conversions don’t map cleanly to the platform events you’re optimizing toward. The fix is to integrate your CRM with lookalike targeting (and, where it fits your strategy, mail domain targeting for conquesting). By activating first-party data, you can build modeled segments that find new prospects similar to your best leads and then use mail/domain signals to engage users already interacting with competitor ecosystems. Start with segmented seed lists (qualified leads, highest LTV customers) to keep efficiency high from day one. --- ### Broad vs. Lookalike Targeting: When You Should Use Each URL: https://www.taboola.com/marketing-hub/broad-vs-lookalike-targeting/ Last Modified: 2026-05-31 11:47:52 As AI capabilities and quality of first-party data become more refined, targeting tactics are increasingly able to produce worthwhile results. With the rise of signal marketing and optimizing on the fly to refine outcomes, advertisers have choices when it comes to strategies, and two that rise to the top are broad targeting and lookalike targeting. Whether looking to scale awareness or grow successful segments, each targeting tactic has nuanced considerations, but each could improve results for efficient campaigns. Here’s what to know about both approaches. ## Broad Targeting ### What Is Broad Targeting? Broad targeting is an audience targeting tactic where the algorithm figures out the best audience for an ad. With minimal constraints, the system tests, iterates, and learns what works based on engagement and, ultimately, conversions. Simply put, you provide the goal for which to optimize, and the platform finds the audience. ### How It Works Broad targeting works by bringing together clear campaign objectives and high-quality creative to test from a large pool of users. It refines outcomes and keeps testing different creative on different audiences to see which approach produces optimal results. ### Benefits One benefit of broad targeting is that the largest pool of prospective audiences is tapped, maximizing ad dollars early and lowering CPC and CPM, while the algorithm learns and adjusts. Another bonus is that minimal human intervention is needed for this approach once a campaign launches, since parameters are set and a large pool of creative loaded early on. Since little identifiable information is put into the platform to begin with, broad marketing relies less on specific identifiers and demographic information, making it a more attractive option for privacy compliance. ### Considerations While broad targeting is generally an efficient campaign tactic, it takes some learning to refine the approach. This can result in inefficient spend and conversions early in the campaign, until the algorithm learns what works. In this phase, stepping back and waiting for results is important: Starting with solid creative to test and refine, then stepping back and letting the tool refine its audience, is key. ### Use Cases Broad targeting is a good tactic when you’re promoting mass-market products, such as e-commerce, or in a learning or testing phase (for example, looking to identify new, high-converting audiences, or ahead of a larger campaign push). ## Lookalike Targeting ### What is Lookalike Targeting? Lookalike targeting is the practice of building lists of potential customers similar to your existing ones, based on shared characteristics and behaviors. The thinking here is that marketing efforts will reach new users likely to convert, since they mimic your current customers. ### How It Works Establish lookalike targeting by defining an audience from first-party data (for example, customer list, CRM segment, or users/visitors), which serves as a seed list. The lookalike targeting tool will then compare this grouping against potential users likely to convert. Once identified, campaigns are run against the modeled audiences. ### Benefits Since lookalike audiences are based on people who have already converted, there is generally less guess work in figuring out the correct approach. Having been built based on an engaged audience, it often delivers better conversion rates and lower cost per acquisition than other advertising campaigns. With lookalike targeting using first-party data, it’s also a safe option as privacy concerns and regulations increase. ### Considerations Outcomes are dependent on seed information, so if that list is outdated, incomplete, or based on a small sample size, there might not be enough quality data to create a high-converting lookalike audience. With lookalike targeting using first-party data, there can be geographic and platform limitations, too, and should privacy laws change, lookalike targeting may need to be adjusted. ### Use Cases If you want to bring on new customers through a cost-effective method, lookalike targeting can be a smart way to expand reach, since it’s designed to mimic people who have already converted. ## How Does Broad Targeting Compare to Lookalike Targeting? Feature Broad Targeting Lookalike Targeting Privacy Compliance Very high privacy compliance since this tactic relies on contextual data and behavioral signals High, especially when started with compliant and consented first-party seed data Campaign Goal Best suited for discoverability and reach Acquisition- and ROAS-focused Setup Complexity Low complexity since broad targeting learns and adjusts over time More complex since a strong source audience is needed for better results Audience Scalability As scalable as budget and inventory allow Limited to seed and market size Immediate Performance It takes time, as performance improves with learnings More stable sooner, especially with high-quality seed Long-Term Brand Lift Creates additional brand awareness higher in the funnel Limited to people similar to current converting customers Cost Efficiency Generally lower, and more aligned for high-volume conversion Typically higher conversion rates, but needs a stronger seed list Automated AI Integrations Very commonly native to advertising platforms Often integrated alongside advertising platforms Brand Safety/Suitability Relies on platform controls Safer since it mimics a known audience A/B Testing Best suited for testing creative and messaging Best suited for testing audience segments ## How to Decide When to Choose Broad Targeting The goal of broad targeting is to focus on reach and awareness. It’s a wise choice when you have a consumer-facing product or are looking to reach a wide audience, want to lean into creating more awareness, or don’t have historical data or audience learnings. ## How to Decide When to Choose Lookalike Targeting The goal of lookalike targeting is to reach more of a specific type or makeup of audience. With quality data and a leaner budget, you’ll more likely reach people who are closer to converting. ## Key Takeaways Both broad targeting and lookalike targeting are first-party data- and privacy-resilient. The quality of data dictates success with lookalike targeting, while the success of broad targeting is based on high-quality and diverse ad creative from which to learn and adjust. Before beginning, take a look at what your own team can support (creative vs. data quality) and the goals for the campaigns, for realistic expectations and aligned outcomes. ## Frequently Asked Questions (FAQs) ### When launching a campaign with broad appeal (e.g., a mobile game or utility app), is it better to use a lookalike audience to guide the initial spend, or go broad and let the AI find my audience from scratch? For broad-appeal campaigns, it’s recommended to start — and stay — broad, allowing AI to find audiences. These campaigns learn as they go and become more cost-conscious with spend, figuring out what works, and when to lower CPC over time. ### I have no pixel history and a small daily spend; which method minimizes my risk? With no pixel history and small daily spend, broad targeting is a better strategy, as lookalike targeting relies on higher-quality historical data, and could incur a higher cost to reach the intended audience. Broad targeting allows you to be more wise with spend, finding competitive pockets of opportunity. ### My lookalike costs are rising; can I achieve the same ROAS with cheaper inventory? For lookalike targeting alone, costs may increase as competition intensifies for the market size and audience. To account for a better return on ad spend, a blended advertising approach that includes both broad and lookalike targeting could help lower cost, keeping both the middle funnel and upper funnel healthy. --- ### Content Tags: What Are They? Why Are They Important? URL: https://www.taboola.com/marketing-hub/content-tag/ Last Modified: 2026-03-19 07:00:13 What if your website were like a massive, disorganized library? Can you imagine finding the book you wanted without the Dewey decimal system and stickers on the spines? Locating a specific thriller, self-help book, or cookbook would be a nightmare. Those same stickers live in the digital world, too, as content tags. Understanding and maximizing content tagging can mean the difference between creating (and managing) a high-performing digital ecosystem and a cluttered graveyard of forgotten blog posts and child pages. ## What Are Content Tags, and Why Do They Matter? The basic definition: A content tag is a label. It’s a piece of metadata — information about information — that describes what a piece of content is about. But, these tags also tell your content management system (CMS) or performance advertising platform (e.g., Realize) how to categorize, surface, and track your work. Without those tags, your deliverables exist in a vacuum. With them, your content becomes part of a searchable, scalable, and intelligent network. ## What Are the Key Benefits of a Tagging Strategy? It doesn’t take long — maybe 30 seconds — to tag a post, but when you’ve got a thousand things to do, time adds up. Is it worth the bother, then? Absolutely: The return on investment (ROI) on those seconds is massive. Here’s what you gain: ### Improved Discoverability and Searchability Internal search engines rely on tags to serve up relevant results. If a user searches your site for “native advertising,” and you’ve tagged your articles correctly, they find what they need quickly. If not? They bounce. ### Better Content Organization and Governance Tags let you instantly audit your library. Want to see every case study you published in 2025? A “2025” and “case study” tag combo makes that search a one-click task rather than a manual slog. ### Flexible Content Relationships and Cross-Linking Ever see a “related articles” section at the bottom of a blog? That’s tagging in action. By tagging two pieces of content with “lead gen,” for example, you tell your site to suggest them together, a strategy that keeps users on your site for longer. ### Easier Team Collaboration and Workflow Management Tags help teams stay sane. You can tag creative assets by “winter sale” or “video ad,” empowering your design and media-buying teams to find exactly what they need without digging through endless folders. ### Ability to Support Advanced Use Cases The Realize Pixel on Realize is a prime example of high-level tagging. Adding this tag (a snippet of code) to your site lets you track conversions and build remarketing audiences. This data facilitates sophisticated automation you just can't do with naked (tagless) content. ## What Are the Common Challenges and Pitfalls in Content Tagging? The “downside” to tagging? If you don’t have a plan or a strategy, it can get messy quickly. ### Inconsistent Tagging If one person tags a post “social media,” another tags it “social-media,” and a third uses “Instagram,” cohesion falls by the wayside and data becomes fragmented. Consistency is king. ### Over-Tagging (Tag Bloat) or Under-Tagging Applying 50 tags to one post confuses the algorithm (and probably the user, too). Conversely, a dearth of tags makes the content invisible. Your sweet spot? Specific but concise tags. ### Lack of Governance or Taxonomy Related to the inconsistent tagging issue, if everyone has the freedom to create new tags on the fly, your library will balloon to thousands of redundant tags. Create a source-of-truth list and consider limiting who has the authority to add and manage the tags. ### Difficulty Scaling What works for 10 blog posts probably won’t work for 10,000. As your brand grows, manual tagging becomes a bottleneck. Certain platforms offer strategies to address this issue. ## Tagging Implementation: Metadata, Taxonomy, and CMS Features So, how does tagging implementation actually look under the hood? Like a McLaren F1, it’s all about structure, functionality, and performance. ### Internal vs. Public Tags Your readers see the topics, which are the public tags. Internal tags are for your team’s eyes only. Think “draft,” “needs review,” or “persona: marketing manager.” These internal tags keep the pipeline flowing behind the scenes. ### Tag Limits and Governance Rules Smart marketers set rules. For example, “Every post must have one Category tag and no more than five Topic tags.” This standard operating procedure (SOP) prevents tag bloat. ### Use of Taxonomies (Hierarchies) Digital marketing is the parent category, and search engine optimization (SEO) and pay-per-click (PPC) are its children. This structure helps platforms understand the context of your ads. ### Support for Multiple Content Types and Assets A good tagging system handles everything — images, videos, PDFs, and articles. You might, e.g., use third-party tags to bridge the gaps between your ads on Instagram and Google to get a unified view of your campaign’s performance. ## Tagging Strategy and Best Practices for Consistent, Scalable Tag Management - Create a tag dictionary: Document every approved tag and its definition. Anyone who wants to add a new tag must justify it first. - Automate where possible: Use tools like Google Tag Manager to deploy code-based tags without needing a developer. - Audit regularly: Each quarter, clean house by merging duplicate tags and deleting any you’re not using. - Train your team: Confirm that everyone understands the tagging SOP — why they’re tagging, not just how. For example, if a marketer understands that tagging a post “high intent” leads to better retargeting, they’ll be more likely to tag correctly. Pro tip: Use tags to group content, track performance, or power recommended widgets. Don’t use tags as a substitute for a clear URL structure or as a way to stuff SEO keywords (Google catches on to those “strategies” really quickly). ## Key Takeaways Content tags are the DNA of your digital strategy, providing structure and meaning that allow your systems to function. Embrace consistency using a defined taxonomy (your Dewey decimal system) to avoid tag chaos, and leverage platforms like Google Tag Manager to simplify implementing tracking and third-party tags, giving you more power with less coding. Also, start small! Do you need 1,000 tags today? Nope! Begin with the basics and scale as your content library grows. ## Frequently Asked Questions (FAQs) ### How do I know which tags are the “right” ones to use for a piece of content? Generally speaking, your best guide is to think about your users first. If they were looking for this specific bit of information, what would they type in the search bar? Start with broad categories (e.g., strategy) and move to specific topics (e.g., native ad design). If you’re a performance marketer on the open web, the “right” tags are the ones that align with user intent, buyer stage, and measurable outcomes, rather than just topic labels. Start with the core keyword themes driving traffic and conversions, then layer in audience attributes (e.g., industry, role, funnel stage) that map to campaign targeting and retargeting segments. The best tags are specific enough to signal intent to ad platforms, content syndication partners, and recommendation engines, but broad enough to scale distribution. If a tag doesn’t support segmentation, optimization, or reporting, it’s likely not pulling its weight. ### Should tags change over time as content or strategy evolves? Yes! But, proceed with caution. Changing a tag name can break old links (generating the dreaded 404 error) or mess up your historical data. It’s better to map old tags to new ones or use a system that permits bulk editing. In performance advertising, your strategy should evolve as your messaging, positioning, and performance data evolve. Taxonomy is a living system: As new audience segments emerge, products launch, or keyword trends shift, your tagging structure should reflect those changes. Updating tags can improve content resurfacing, retargeting pools, and contextual alignment across programmatic channels. Regular audits, meanwhile, help ensure older content remains discoverable and aligned with current campaign goals. ### Do tags influence personalization or recommendations? Absolutely. Tags power most “recommended for you” engines. If you read three articles tagged “email marketing,” the system assumes you’re interested in that topic and will serve up a fourth. On the open web, tags are foundational signals for personalization engines and content recommendation platforms. They inform contextual targeting, dynamic creative optimization, and behavioral segmentation, helping match the right content to the right user at the right moment. In performance marketing, strong tagging improves recommendation relevance, which can increase engagement rates, lower acquisition costs, and strengthen downstream conversion metrics. Without structured, strategic tags, personalization systems have less data to work with, and performance typically suffers. --- ### Predictive vs. Lookalike Targeting: Which Is Best? URL: https://www.taboola.com/marketing-hub/predictive-vs-lookalike-targeting/ Last Modified: 2026-03-08 16:30:47 For years, performance marketers have often relied on the same tried-and-tested playbook: upload a customer list, build a lookalike audience, scale until costs spike, then rinse and repeat in another campaign. That approach still works well on platforms that have endless audience signals, cheap reach, and predictable attribution, but today’s reality for many platforms looks very different. Costs are rising, privacy regulations limit available data, and many advertisers feel constrained by search and social platforms that no longer deliver the incremental growth they once did on their own. As a result, marketers are re-evaluating not just where they advertise, but how they define and reach the right audiences. Two of the most commonly compared approaches are lookalike and predictive targeting. While they may sound similar on the surface, they rely on fundamentally different inputs and produce varying outcomes depending on your goals, data maturity, and growth stage. ## Predictive Targeting ### Description Predictive targeting shifts the focus away from who users are, and toward what they’re likely to do next. Instead of building audiences based on identity matching, predictive modeling analyzes real-time behavior, contextual signals, and historical patterns to identify users who are actively demonstrating purchase or intent-driven behaviors. This approach is designed to identify high-intent users earlier in the funnel, even when little or no first-party data exists. ### How It Works Using machine learning, predictive targeting is only possible when learning models can be trained on large-scale behavioral data. These models analyze signals like content consumption, engagement patterns, browsing behavior, and on-site interactions across the web. Rather than matching users to a static profile, the system predicts which users are more likely to take a desired action based on these signals and behavioral momentum. Because it operates independently from individual user identities, predictive targeting can adapt in real time as behavior changes. ### Benefits One of the biggest advantages of predictive targeting is speed. Campaigns don’t need weeks of conversion data to stabilize: Instead, models begin optimizing as soon as intent signals emerge, allowing you to see meaningful patterns more quickly. Predictive targeting also scales more efficiently. Because it continuously refreshes its audience pool based on behavior, it avoids the saturation issues common with static lookalike audiences. Predictive targeting pairs well with high-impact creative formats and automated optimization tools that adjust bids, placements, and messaging dynamically. ### Considerations Predictive targeting requires trust in automation and machine learning. Advertisers who prefer manual audience controls may find it less familiar at first. Success also depends on high-quality creative and landing page experiences, as intent signals must be matched with relevant messaging to convert efficiently. ### Use Cases Predictive targeting works at its best for new product launches, especially when no historical conversion data exists. A new direct-to-consumer (DTC) wellness brand introducing a first product, e.g., could use predictive targeting to identify users actively engaging in relevant topic content, such as health routines or product comparisons. This allows campaigns to start generating traction straight away, rather than waiting weeks for data to accumulate. In competitive retail categories like beauty or electronics, predictive targeting helps brands break through the saturated auctions and cement their own place in consumer minds. For instance, a skincare brand facing rising costs per acquisition (CPAs) on social platforms could reach users who are researching by ingredient or for a specific solution to a skincare problem. ## Lookalike Targeting ### Description Lookalike targeting is data-driven audience expansion, building a new prospects pool based on existing customer or conversion data. Advertisers provide a “seed” audience such as purchasers, leads, or high-value prospects, and the platform finds new users who statistically resemble that group. This approach has become a staple of performance marketing because it feels intuitive — if your best customers share certain characteristics, finding more people like them should produce similar results. ### How It Works Lookalike audiences start with a first-party data set. This may include customer emails, website converters, app users, or customer relationship management (CRM) records. The platform analyzes that audience to identify common attributes, behaviors, or signals. Using those insights, it creates a larger audience pool made up of users who closely match the original group. Advertisers can often control the similarity level, choosing between tighter matches with smaller reach, or broader matches that trade precision for scale. ### Benefits The biggest strength of lookalike targeting is familiarity. It’s easy to understand, simple to set up, and integrates seamlessly with existing performance workflows. For advertisers with strong historical data records, it can quickly identify users who behave similarly to proven converters. Lookalikes work well for remarketing-adjacent strategies, loyalty programs, and scaling campaigns that already have a predictable conversion path. ### Considerations Lookalike targeting is only as strong as the data you feed it. If your seed audience is small, outdated, or skewed toward low-value users, performance can quickly suffer. It also relies heavily on user identity and platform-specific signals, which makes it more sensitive to privacy restrictions and signal loss. As campaigns scale, lookalikes can saturate quickly, leading to rising CPAs and creative fatigue without delivering incremental reach increases. ### Use Cases Lookalike targeting is especially effective for established e-commerce brands with a clear understanding of who their best customers are. For instance, a DTC apparel brand with several years of purchase data may create lookalike audiences based on repeat buyers or customers with higher average order values. By doing so, the brand can effectively reach shoppers who share similar purchasing behaviors, demographics, or interests. This is especially helpful in predictable sales periods like seasonal promotions or product restocks. For lead generation businesses in the service field, like insurance or education, lookalike audiences work well when campaigns are anchored on qualified lead data, rather than simply form fills. A regional home services provider, for example, may seed lookalikes from customers who completed a booking consultation, rather than just a quote. ## How Does Predictive Targeting Compare to Lookalike Targeting? Feature Predictive Targeting Lookalike Targeting Privacy Compliance Built around behavioral and intent signals Relies on user identity and first-party data Campaign Goal Capture active intent and drive action Scale known audience patterns Setup Complexity Minimal setup, model-driven Simple with existing data Audience Scalability Continuously refreshed and scalable Can saturate quickly Immediate Performance Faster optimization from launch Slower without stronger data Long Term Brand Lift Broader discovery and awareness impact Limited incremental reach Cost Efficiency More efficient as models adapt CPAs rise as audience saturates Automated AI Integrations End-to-end AI optimization Limited automation Brand Safety/Suitability Contextual and intent-aligned Platform-dependent A/B Testing Built-in testing across formats and signals Requires manual segmentation ## How to Decide When to Choose Predictive Targeting Predictive targeting is the better choice when growth has plateaued, costs are rising, or traditional platforms are no longer delivering increased performance. If you’re launching something new, entering a new competitive market, or trying to reach high-impact users beyond your existing audience pool, predictive models offer a faster, more scalable approach. ## How to Decide When to Choose Lookalike Targeting Lookalike targeting makes sense when you have strong, recent first-party data and want to extend what’s already working. If your customer base is stable, your funnel is predictable, and you’re optimizing within familiar platforms, lookalikes can be a great way to deliver consistent results. This type of targeting is also best when used for efficiency, rather than discovery, or when campaigns are focused on reinforcing proven acquisition paths, rather than finding entirely new ones. ## Key Takeaways Lookalike targeting and predictive targeting aren’t interchangeable tools, but instead built for different stages of growth and different performance challenges. Lookalikes extend what you already know, while predictive targeting uncovers what’s likely to work next. As privacy constraints increase and competition intensifies, advertisers who rely solely on identity-based strategies may struggle to maintain the same level of growth they once did. Incorporating predictive targeting into your overall strategy can help offer a more adaptable path forward. ## Frequently Asked Questions (FAQs) ### I am launching a new e-commerce product with zero conversion history. Which method is better for a “cold” product launch? Predictive targeting is typically the better choice because it doesn’t require historical conversion data and can identify high-intent users based on real-time behavioral signals. ### We want to maximize efficiency for a mature lead-gen campaign in a competitive auction. I have plenty of data but high CPAs; how do I lower them? Predictive targeting can help lower CPAs by continuously refreshing audiences and optimizing toward intent, rather than repeatedly serving ads to saturated lookalike groups. ### How do I find repeat purchasers rather than one-time buyers for scaling a high-LTV subscription service? Both predictive and lookalike targeting can work well, especially with large amounts of historical conversion data. Predictive targeting is often more effective at identifying users who exhibit the desired behaviors around long-term engagement and repeat purchases. --- ### Ad Rejection: Causes, Examples, and Prevention URL: https://www.taboola.com/marketing-hub/ad-rejection/ Last Modified: 2026-06-04 09:35:19 It’s the moment every advertiser dreads. You build your campaign and hit publish, but instead of impressions, you’re met with the dreaded notification that your ad didn’t pass review. Yes, it’s frustrating, but ad rejection isn’t random: It’s the result of increasingly strict platform policies designed to protect users, maintain trust, and ensure safe, high-quality advertising environments. Even the most experienced advertisers can be caught off guard by how nuanced ad reviews have become. Understanding ad rejection, and how each platform’s review system works, is the first step toward preventing costly delays and wasted effort. ## Advertising Platforms and Policy Compliance: What You Need to Know Every major advertising platform operates under its own detailed policy framework. These policies are living documents that evolve in response to regulatory pressure, user behavior, and emerging risks like misinformation or new deceptive advertising practices. At a high level, most platforms review ads across several layers: - Content compliance: Does the ad violate rules on restricted or prohibited topics? - Creative quality: Are images, videos, headlines, and copy clear, accurate, and non-deceptive? - Landing-page integrity: Does the destination page function properly and deliver what the ad promises? - User safety and trust: Could the ad mislead, confuse, or exploit audiences? - Technical compliance: Does the ad meet format, file size, tracking, and disclosure requirements? While automated systems handle initial review at scale, human reviewers often examine flagged ads or sensitive categories. This hybrid approach means your ad has to pass both automated checks and human judgment. ## Common Reasons Ads Get Rejected Ad rejection usually falls into one of three broad categories. Knowing which category applies to your ad can help you resolve the issue faster. ### Content and Messaging Violations Messaging issues are the most visible causes of rejection. They include: - Misleading or exaggerated claims: Ads that promise unrealistic results, guarantees, or outcomes without evidence often fail review. - Restricted or sensitive topics: Health, finance, and political content are heavily regulated across platforms. - Fear-based or manipulative language: Content that pressures users or implies negative outcomes if they don’t act can trigger rejection. - Inconsistent claims: Statements in the ad that don’t match what appears on the landing page are a frequent red flag. Even subtle word choices can push an otherwise compliant ad toward rejection. ### Creative, Media, and Technical Issues Sometimes rejection has nothing to do with what you’re saying and everything to do with how the ad is built. Here are some execution issues that can lead to rejection: - Low-quality images or videos: Blurry visuals, distorted text, and pixelation frequently fail quality checks. - Improper formatting: Incorrect aspect ratios, excessive text overlays, and unsupported file types can trigger automated rejection. - Broken creative elements: Missing thumbnails, silent videos without captions, and unreadable text can all cause issues. - Tracking or loading errors: Ads linked to slow-loading pages or broken tracking parameters may be flagged. These issues can be especially common when you’re scaling campaigns quickly or repurposing creative across platforms. ### Structural, Policy, and Platform-Specific Violations Structural violations often feel less intuitive but are increasingly common. They include: - Ad-to-landing page mismatch: When your offer, language, or visuals don’t align clearly, platforms may reject the ad. - Missing disclosures or legal text: This is especially critical if you’re in a regulated vertical. - Unauthorized third-party content: Promoting offers, testimonials, or brands without permission or attribution can lead to rejection. - Policy circumvention signals: Repeated resubmissions with minimal changes or attempts to “work around” policies can bring penalties. If your ad appears to follow the rules, look for potential structural issues that could be getting in the way of approval. ## Platform-Specific Common Rejection Reasons While advertising policies share broad themes, each platform applies them differently based on audience expectations, risk tolerance, and type of product. Understanding these differences helps advertisers anticipate rejection triggers before submitting creative. ### TikTok TikTok’s short-form videos create a fast-moving environment, and the platform’s ad policies prioritize both community safety and creative authenticity. Ads are evaluated not only for compliance, but also for how transparently they communicate claims to viewers. Content that might be rejected includes: - Sensational or misleading hooks. - Visual claims that aren’t clearly explained in text. - Health, financial, or self-improvement content without sufficient disclaimers. - Ads that mimic organic content too closely without transparency. Short-form video demands clarity and context, not just a strong hook. ### Meta Meta enforces some of the industry’s most detailed and granular advertising policies. Its review systems closely examine whether ads comply with laws, platform standards, and rules designed to protect users. Some common reasons for Meta ad rejections include: - Content that violates applicable laws or regulations in the advertiser’s jurisdiction. - Ads that are discriminatory against a particular group or demographic. - Messaging that uses deceptive or misleading practices to promote products, services, schemes, or offers. - Attempts to obtain money or personal information through misleading or scam-like tactics. - Content that shares or requests sensitive information about people or implies things about a user’s personal traits, circumstances, or identity. Meta’s systems are particularly sensitive to subtle language that implies personal judgment or targeting. ### Google Google focuses heavily on accuracy, transparency, and end-user experience across search, display, and video placements. Ads are assessed not only on content, but also on technical performance and destination quality. Common Google ad rejection triggers include: - Misleading claims or unverifiable promises. - Poor landing page performance, pop-ups, or redirects. - Technical noncompliance, especially for tracking and disclosures. - Circumventing systems or masking content. Google holds search and display ads to high standards for trust and relevance. ### Open-Web Ad Networks Open-web environments emphasize brand safety, editorial alignment, and user trust. Ad platforms operate review systems that assess not just compliance, but also contextual alignment. Some reasons your ad might be rejected include: - Clickbait-style thumbnails or headlines. - Ad creative that exceeds the campaign’s selected safety settings. - Landing pages with hidden issues or technical problems. - Poor-quality images or deceptive formatting. Performance-driven platforms often evaluate ads on quality signals, not just reach or volume. ## Preventing Ad Rejection: Best Practices and Pre-Submission Checklist You can wait until you’re rejected and scramble to fix things, but it’s much easier to ensure your ad makes it through the first time. A structured review process can dramatically reduce delays. Before submitting an ad, confirm the following: - Creative clarity: Images and videos are high-quality and easy to understand. - Landing-page alignment: The destination page clearly delivers on the ad’s promise. - Messaging accuracy: Claims are factual, verifiable, and supported on the landing page. - Technical readiness: Landing pages load quickly, tracking works, and no errors appear. - Disclosure completeness: Required legal or regulatory information is visible and accessible. - Platform fit: The creative matches the norms, tone, and formats of the platform. Many advanced performance platforms offer tools that can help you anticipate rejections before they happen. These tools can flag mismatches, highlight quality risks, and identify policy gaps before the platform begins its review. This proactive approach can reduce days of iteration. ## What to Do When Your Ad Is Rejected: Troubleshooting and Next Steps So, your ad didn’t pass review. It’s natural to feel frustrated, but a rejection doesn’t mean your campaign is dead, it simply means you need to make some adjustments. Start by reviewing the platform’s rejection notice carefully. Identify whether the issue is with your creative, messaging, or landing page. Then: - Make clear, substantive changes, not superficial edits. - Re-check alignment between your ad, targeting, and landing page. - Fix all technical issues before resubmitting. - Document changes in case you need support later. On some platforms, repeated rejections can lead to penalties, so it’s important to review any rejections carefully and make sure you address all possible issues. In managed environments, you’ll typically be limited in how many times you can submit the same ad. This encourages quality-first iteration rather than trial-and-error guessing. This model is designed to protect your ad accounts and boost each campaign’s long-term performance. ## Key Takeaways Ad approval isn’t just about avoiding “bad” content. You’ll need to meet each platform’s standards for trust, clarity, and user experience. Most rejections stem from small oversights: Your creative may not align with your landing page, or the format of your creative simply might not meet platform expectations. By treating compliance as a strategic advantage, you can launch faster, scale more efficiently, and protect the health of your advertising accounts over time. ## Frequently Asked Questions (FAQs) ### Can my ad be rejected even if it seems “safe” and compliant? The short answer is yes — even an ad that seems benign can be rejected. Review teams evaluate more than obvious content issues: Creative quality, landing-page functionality, visual alignment, targeting, disclosures, technical specs, and platform-specific rules can all factor into your ad’s approval. An ad may pass a basic self-check but fail due to technical or structural problems. On performance advertising platforms, subtle misalignments can result in rejection, even when the offer itself is harmless. This can include thumbnails not matching campaign safety levels, discrepancies between ad messaging and landing-page content, poor media quality, and hidden landing-page issues. ### What makes a landing page noncompliant and lead to ad rejection? A landing page can trigger rejection if it’s broken, slow, misleading, inconsistent with the ad, or missing required information. Unauthorized third-party content, exaggerated claims, and unclear disclosures are also common culprits. For performance-focused platforms, additional red flags include unrealistic promises, missing legal disclosures for regulated verticals, undisclosed third-party ads, language mismatches, and content that misrepresents what the ad is offering. ### If I fix the issues, how many times can I resubmit the ad/campaign? Most major platforms allow multiple submissions as long as each version complies with policy and doesn’t attempt to circumvent review systems. However, repeated violations can result in account restrictions or additional verification requirements. On performance-focused platforms, resubmissions are usually capped, and repeated rejections can trigger stricter scrutiny, longer review times, or even account-level risk scoring. It’s best to treat resubmission strategically, resolving all cited issues at once, documenting changes, and ensuring creative and landing page alignment before sending it back for review. --- ### Benchmarking: Your Secret Weapon for Marketing Growth URL: https://www.taboola.com/marketing-hub/benchmarking/ Last Modified: 2026-03-15 13:56:06 To run a successful marketing campaign, you need to understand where you’re starting. As the campaign launches, you’ll want to know how you’re stacking up against competitors and, as time goes on, you’ll want to measure your results against your past performance. It’s only by understanding where you were, and where you’re going, that you can achieve real growth. ## What Is Benchmarking? Benchmarking is the process marketers use to gauge how well they’re doing against competitors, and how well results are improving within their own organizations. To benchmark your organization’s advertising and marketing campaigns, you’ll need to look at the tools and processes of other companies of a similar size within your industry, or industries like yours. ## Importance of Benchmarking Benchmarking is important for understanding how quickly your company is growing and if there are things you can do to improve conversions or growth — otherwise, you’re just tossing spaghetti at a wall to see what sticks. It’s also important to analyze how well you’re doing against competitors. You may want to benchmark your practices against their tools, processes, AI adoption, content, and marketing channels. While marketers may not focus on areas outside their expertise, in general, companies also want to benchmark factors like employee salaries and benefits to stay competitive and attract the best talent. ## Benchmarking Benefits and Challenges Companies who practice benchmarking diligently and effectively will find many advantages. It gives marketers performance-based goals to strive for, whether that’s open rates, clicks, or conversions. Some of the challenges involve a lack of access to real-time, reliable data, especially if you’re looking to benchmark against competitors rather than comparing your own campaigns. Pros Cons Helps your company improve results with data-driven analytics. May be hard to choose or find companies to benchmark against. Creates measurable goals. Difficult to find reliable analytics. Identifies gaps and opportunities. Can be time-consuming. Encourages growth and innovation. What works for one company may not work for yours. Enhances industry awareness. ## Channel-Specific Benchmarking Marketers can adopt benchmarking best practices within various channels or across omni-channel campaigns. Let’s look at some specific benchmarks in various channels. ### Email Marketing Some of the benchmarks to look at in email marketing include open rate and click-through rate (CTR). It’s also worth looking at your unsubscribes, but don’t stress over them, as unsubscribes can help boost your open percentage, which is a good thing. If they don’t like what you’re offering, and they let you know by opting out, they aren’t your ideal customer. In the words of Mel Robbins, “Let them.” Overall, you want to see solid growth in your engaged subscriber list to achieve the most benefits from your campaigns. Email marketing services like Mailchimp provide benchmarks for others in your industry, which is a helpful tool for you to compare your campaigns against others in real time. ### Social Media Social media benchmarking involves looking at the specific platforms you’re on, your numbers of engaged followers, and other KPIs important to your company. These may include likes, views, clicks, comments, and shares. You can also gauge overall market sentiment toward your brand and its content, your voice share in the market compared to competitors, and if you’re engaged in social selling, actual sales that come through social platforms. ### Paid Ads Paid ads include cost-per-click (CPC) and cost per impression (CPM) models. Ads can include display ads, paid search, paid social, boosted posts, and native advertising, where ads blend into the content and platform where they appear. A key analytic in paid ads is your return on investment (ROI). How much are you spending for each new customer or each sale? With performance marketing campaigns, e.g., you only pay for conversions, which boosts your ROI. ### SEO and Content In the ever-changing world of SEO and GEO (Generative Engine Optimization), benchmarks for content optimization are shifting as fast as ChatGPT can hurl clichés and obsequious compliments at users. Some tried-and-true benchmarks for SEO include: - Google rankings. - Google local rankings. - Domain authority. - Linkbacks. - Click-through rate. - Featured snippets. As AI has become a major player in search, you also want to appear in AI summaries and in recommendations from generative AI tools like Claude and ChatGPT. The real magic, though, still happens when users get to your website. This task has grown harder to accomplish, since people are finding all they need in AI summaries without clicking through to the primary source. Benchmarking KPIs like organic traffic, bounce rate, site load time, and conversions can help you improve the ROI that comes from website visitors. ## How to Benchmark in Marketing Initiatives ### Define Your Objectives Benchmarking begins with the broad picture of defining your objectives. These aren’t KPIs: Objectives and goals describe, in plain language, what you want to accomplish. This might involve statements like “grow our social audience by 20% within six months,” “increase engagement on Facebook,” or “increase online sales by 20%.” You might also aim to grow your audience of prospects in the consideration or buying stage of the sales funnel, as these efforts often yield the highest ROI. ### Establish Your KPIs Your objectives show what you want to accomplish, while KPIs are the measurements you use to determine if you’ve achieved your goals. KPIs might include followers, shares, comments, or conversions. ### Find Tools That Offer Accurate Analytics Finally, you’ll need a way to measure your KPIs. Look for platforms that provide real-time analytics as well as competitor benchmarks. ### Optimize Your Budget Once you have benchmarks in place, optimize your budget to achieve them. ## Advertisers’ Competitive Benchmarking Competitive benchmarking involves looking at what similar companies in your industry are doing and finding gaps and opportunities in your own processes and tools. While analytics such as CTR can be useful, competitive benchmarking is more about an overall evaluation of how your competitors got where they are — and whether you’re ahead of them, or falling behind. This involves comparing not just analytics, but processes. For instance, a 2025 study from Pipedrive found that roughly one in five sales teams are using AI to analyze data to identify sales patterns (23%) and identify new leads (22%). Meanwhile, 19% of marketing teams are using AI for ad optimization and 8% are using it for programmatic advertising. These aren’t substantial numbers (yet), which means adopting AI tools for advertising can put you ahead of the curve if you act quickly. ## Examples of Benchmarking Benchmarking comes in many forms. You might start with the area where your company needs the most help, or has the most to gain, but ultimately, you’ll want to pursue benchmarking in each of these areas for the best results. ### Strategic Benchmarking Strategic benchmarking looks at where your brand is, where it’s going, and the broad-stroke path you’ll take to get there. Many businesses also look at strategic benchmarking as a comparison of your overall processes against top competitors. You’ll want to analyze their business strategy against yours and see where yours may have gaps. Don’t have the time or the marketing team for a full strategic benchmarking project? Chron recommends a SWOT (strengths, weaknesses, opportunities, threats) analysis as a quick way to identify strategic benchmarks against competitors. ### Internal Benchmarking Internal benchmarking involves comparing where you were to where you are now, based on analytics. You can look at individual benchmarks, including SEO, social, content, and advertising, or take a more holistic view of how your overall content strategy is driving the paid and organic results you want. ### Competitive Benchmarking Competitive benchmarking can be either strategic or granular. It involves looking at how you’re performing compared to competitors. Choosing the right competitors — companies of a similar size with a similar target audience and goals — is often the hardest, yet most important, aspect of competitive benchmarking. ## Aligning Benchmarking With Business Goals Analyzing statistics is great, but you have to make sure that the analytics you’re tracking align with your business goals, whether that’s increased brand visibility or sales. ### Identify KPIs When everyone in your organization knows the KPIs, they can work toward a unified direction, allocate resources effectively, and — perhaps most importantly — know when they’ve achieved success. ### Focus on the Bottom of the Funnel When it comes to advertising, focusing your target audience on those in the consideration stage can boost your ROI. Performance marketing targets those ready to make a buying decision. At that point, your KPI becomes all about conversions, purchases, or subscriptions, not visibility or brand sentiment. Those bottom-of-the-funnel decisions move the needle for your company’s success. ## How to Use Google Analytics for Benchmarking Google Analytics can be a powerful and easy-to-use tool for benchmarking. Google’s GA4 features let you compare data that’s refreshed daily, so you know you’re seeing competitive benchmarks in almost-real-time. Here are the steps to take to use GA4 for custom analytics: ### Setting up GA4 If you haven’t already set up benchmarking in GA4, you’ll need to set your company size and industry preference. This ensures Google is benchmarking your data against similar companies for more accurate, relevant results. Then, enable the “modeling contributions and business insights” in the GA4 admin panel under “account settings.” When you view the overview card, you’ll see a trendline for each metric. Select the benchmarking category and the metric: acquisition, engagement, retention, or monetization. ### Is GA4 Secure? Benchmarking data is encrypted in an aggregated format, allowing you a broad view of your competitors while your data also remains secure and anonymous. ## Reporting and Presenting Benchmarks Benchmarks are helpful tools, but only if the decision makers in your company can clearly understand what to do with the information. Here are some best practices for reporting and presenting benchmarks. Be Clear: Once you’ve gathered the information, drill down on the data, analytics, and conclusions that are most important — the factors that will drive decisions and results. Be as clear and as concise as possible. Use Visualizations: Many marketers find visualizations like graphs and charts helpful when presenting benchmarking data. Tell Stories: Once you’ve shared the facts and figures, share anecdotes and stories to bring conclusions to life. Offer Takeaways: Finally, share an action plan to achieve goals based on benchmarks, whether they’re internal or competitors. Seek out resources that will help, including using all the features in your marketing software or advertising platforms to help you achieve the ROI you want. ## Key Takeaways Benchmarking is crucial for staying ahead of competitors. Understanding what your competitors are doing on a broad level, as well as digging deep into analytics, can help you understand the best tools to deploy and to measure your results against similar companies. Benchmarking against your own results is also useful for adjusting your marketing tactics and improving your ROI. ## Frequently Asked Questions (FAQs) ### What’s a good conversion rate for B2B landing pages? Conversion rates vary widely based on the industry, size of the company, and the landing page optimization tools you use. It also varies based on the type of conversion: For instance, it’s easier to get someone to opt in for a free webinar than to make a purchase. That said, a conversion rate of 10% is commonly accepted as “good.” ### What is the average customer acquisition cost (CAC) in SaaS? The customer acquisition cost is your total sales and marketing spend divided by the number of customers. The average CAC in SaaS varies by industry and company size, and ranges from $91 in telecommunications to $14,772 in fintech. ### What is a good ROAS for e-commerce? A ROAS of 4:1, or $4 earned for every dollar spent, is considered a good benchmark for e-commerce companies, but 2:1 is often considered the average. --- ### Target CPA (tCPA): A Practical Guide for Performance Marketers URL: https://www.taboola.com/marketing-hub/target-cpa/ Last Modified: 2026-06-30 08:17:31 Are you paying for clicks and hoping they turn into something more? That question sits at the heart of target cost per action (tCPA), a bidding strategy that shifts the focus from traffic to outcomes like leads, signups, and sales. Instead of manually setting bids and reacting after the fact, tCPA lets advertisers decide what a conversion is worth and rely on automation to pursue those results at scale. For performance teams juggling growing budgets and increasingly complex campaigns, that shift can make all the difference. ## How Target CPA Works: The Mechanics of Machine Learning Automated bidding may seem mysterious from the outside, but the underlying mechanics follow a clear process. At its core, tCPA combines real-time signals, predictive models, and flexible bidding to make decisions at auction speed. ### Real-Time Auction Signals Every time an ad is eligible to appear, the system evaluates dozens of contextual indicators in milliseconds. These signals can include the device a user is on, their location, the time of day, browser type, recent content engagement, and demonstrated interests. None of these matter on their own — what matters is how they come together at a specific moment. For example, the same user might look far more likely to convert on a mobile device in the evening than on a desktop during work hours. tCPA solutions continuously learn which contextual combinations are most likely to drive conversions. ### Predictive Modeling Once signals are captured, tCPA platforms rely on historical conversion data to estimate the likelihood that a given impression will result in an action. Instead of certainty, the system is making an informed best guess based on patterns it’s seen before. By scoring impressions this way, tCPA solutions can compare thousands of opportunities quickly and consistently. This allows these systems to allocate budgets efficiently across audiences, placements, and moments, without relying on rigid rules or assumptions. ### Dynamic Bidding The final step is bid adjustment. Instead of applying a single fixed bid, the bid is varied for every auction. If an impression has a higher chance of converting, bids increase to improve the chance of winning. For lower-probability impressions, bids are reduced or avoided altogether. The goal is not to hit the target CPA with every single conversion, but instead to maintain that average across the campaign. This is why tCPA performance often looks uneven day to day. Variability is part of the system’s job, allowing it to allocate budget where it expects the best return over time. ## Which Advertisers and Channels Benefit Most? tCPA is not a universal solution, and it performs best when aligned with the right business models and acquisition goals. Here are a few situations where the strategy thrives. ### Ideal Advertiser Profiles In practice, tCPA delivers the strongest results for advertisers with the right combination of scale, discipline, and conversion focus. That includes: - Performance marketers with defined targets: Teams operating against firm cost-per-lead or cost-per-sale goals tend to get the most value from tCPA because success is already measured in conversion economics. - Teams operating at high volume: Managing thousands of combinations across creatives, placements, and audiences quickly outgrows manual controls. Automation becomes less of a convenience and more of a necessity at that scale. - Direct response affiliate marketers: Verticals like finance, e-commerce, insurance, and subscription services often have well-defined funnels and clear post-click outcomes, making them well-suited for conversion-based bidding. ### Primary Channels for tCPA While tCPA is available across multiple environments, it performs strongest in channels that can supply rich intent, behavioral signals, and scalable inventory, including: - Search advertising: Intent-rich environments are a natural fit for tCPA. Users actively looking for solutions provide strong signals, enabling algorithms to optimize aggressively based on conversion probability. - Social platforms: Social channels benefit from their depth of behavioral and demographic data. tCPA can leverage these signals to find users who resemble past converters, even if they aren’t expressing explicit intent. - The open web: Native and display environments on premium publisher sites play a critical role in scaling beyond search and social limits. Conversion-based bidding in these contexts combines broad reach with performance discipline, enabling discovery while still keeping campaigns efficient. Ultimately, tCPA works best when you have clear conversion goals and enough data to guide decision-making. Pair that with channels where people are actively searching, browsing, or discovering content, and the strategy can deliver steady performance at scale. ## Critical Considerations Before You Start While tCPA is powerful, it relies heavily on the inputs it receives. Without the right foundation, results can be inconsistent or misleading. The following factors determine how effectively the strategy can learn and perform: ### Conversion Volume Requirements Most systems require a baseline of conversion data before optimization becomes reliable. As a general rule, 30 to 50 conversions per month is the minimum needed to exit the learning phase. Higher volumes typically lead to faster and more stable performance improvements. ### Tracking Accuracy Matters Automated bidding systems optimize exclusively based on the data they receive. If conversion tracking is delayed, duplicated, or broken, the algorithm can’t distinguish between real outcomes and noise. Accurate post-back integration with your customer relationship management solution, affiliate platform, or analytics tool is not optional: It provides the fuel necessary for the system to run. ### Learning Phase Volatility New tCPA campaigns often experience noticeable fluctuations in the first several days. During this period, the algorithm is testing different combinations of audiences, placements, and bids to understand where conversions are most likely to occur. Remember, short-term instability isn’t a sign of failure, and intervening too early can prevent the system from gathering the data it needs to improve. ## How to Set a Realistic Target CPA The right target CPA sets the tone for everything that follows. A target that’s too aggressive can limit delivery, while one that’s too loose can delay valuable performance insights. The following guidelines can help you strike the right balance. - Start with recent performance as your baseline: Use your average cost per conversion from the past 30-60 days as a reference point, rather than jumping straight to an aspirational target. - Give new campaigns some breathing room: For launches or new channels, begin with a target slightly above your long-term goal so that the system has enough flexibility to gather data and establish patterns. - Account for funnel depth: Higher-function actions like purchases or subscriptions typically require higher target CPAs than top-of-funnel actions such as form fills or sign-ups. - Review performance trends before making changes: Once conversions become consistent, evaluate CPA performance over a reasonable timeframe and adjust targets based on results over time, rather than short-term swings. The most effective target CPAs evolve over time. Treat your target as a flexible input that tightens as the campaign matures, allowing tCPA to improve results without sacrificing stability. ## Best Practices for tCPA Success While most optimization happens automatically, advertiser decisions still play a significant role in long-term performance. Applying a few simple guidelines can help tCPA learn more efficiently and deliver more consistent results over time. ### Budget Headroom Is Essential A commonly cited guideline is to set daily budgets at least 10x higher than your target CPA. This gives the system enough latitude to test variations and distribute spend effectively without being constrained by budget caps. ### Avoid Early Bid Compression Launching a campaign at your exact target CPA can restrict learning. Start with a target set roughly 20% higher to allow the system to find volume. Once conversions stabilize, you can gradually reduce the target to align with your actual goals. ### Limit Structural Changes Major edits reset learning. Frequent changes to creatives, landing pages, or targeting criteria force a system to re-evaluate assumptions. Allowing at least 72 hours between major updates usually helps the system build on what it has already learned, rather than starting over. ## Recommended Tools for tCPA Management Successful tCPA strategies rely on more than bidding automation. These supporting tools can help ensure accuracy, visibility, and informed decision-making. ### Performance Platforms for the Open Web Scaling tCPA beyond search and social requires platforms that support conversion-based bidding across premium publisher environments. Solutions like Realize are built specifically for this purpose, allowing advertisers to apply tCPA strategies across trusted open web destinations like MSN, Yahoo, and major news outlets. By combining real-time contextual and engagement signals with automated bidding, Realize delivers the reach and discovery of the open web while maintaining the efficiency and cost-control performance marketers expect from conversion-driven optimization. ### Real World Success Stories Vodafone Challenge: Vodafone Turkey sought to scale new customer acquisitions for mobile tariffs and home internet, by expanding beyond traditional search and social channels. Feature/Strategy Used: The brand implemented Target CPA (a SmartBid solution) to automate bidding for mobile and desktop audiences, specifically targeting those most likely to convert. Results: The campaign delivered a 16% lower CPA than the target goal, achieving the lowest cost-per-acquisition across all of Vodafone Turkey’s local and programmatic channels. Digital Athlete Challenge: Tasked with driving sales for a high-tech kitchen appliance, the agency needed to maximize completed orders while maintaining a strict cost-per-purchase limit. Feature/Strategy Used: They utilized Maximize Conversions with Target CPA, allowing AI-based algorithms to automate bids to drive high volume within their predefined budget cap. Results: The strategy resulted in a 12% lower CPA than their target, and a 27% lower CPA than the competitor platform average, while increasing overall customer spend by 348%. Verisure Challenge: Verisure Argentina needed to increase its lead-to-booking (L2B) rate — the frequency of leads converting into scheduled home security quotes — at the most efficient cost possible. Feature/Strategy Used: The brand combined contextual targeting with Maximize Conversions with Target CPA, to automate bidding toward high-quality leads on premium publisher sites. Results: Verisure exceeded its lead-to-booking goal by 85%, successfully identifying high-intent users on the open web and outperforming internal industry benchmarks for conversion rates. ### Attribution and Tracking Software Accurate conversion reporting is foundational to tCPA performance, since automated bidding systems optimize exclusively on the data they receive. Attribution and tracking software ensure that post-click actions like leads and purchases are reliably captured and passed back to the bidding system without delay, duplication, or loss. By resolving challenges such as cross-device behavior, delayed conversions, and multi-touch customer journeys, these tools reduce attribution gaps and provide cleaner signals for optimization. This clarity helps tCPA algorithms learn from true outcomes, rather than incomplete data, resulting in more stable bids, improved efficiency, and better alignment between automated decision-making and real business results. ### Competitive Intelligence Tools Monitoring creative trends and funnel strategies within a vertical helps inform testing priorities and shorten the path to implementation. Competitive intelligence tools enhance tCPA strategies by helping advertisers optimize the inputs that automated bidding acts upon — particularly creative, messaging, and funnel structure. ## Is tCPA Right for Your Strategy? While tCPA reduces the need for manual bidding, it places greater importance on accurate data, quality creative, and allowing time for learning. Campaigns without these elements often struggle to stabilize. When those conditions are met, tCPA gives performance teams a practical path to scale without sacrificing control over cost per conversion. ## Frequently Asked Questions (FAQs) ### How long does the “Learning Phase” actually take? In most advertising environments, the learning phase lasts between five and 10 days, depending on how quickly a campaign generates conversions and whether the budget allows enough flexibility for testing. During this period, performance may fluctuate as the system evaluates different bids, audiences, and contextual signals to understand what drives conversions. When conducting performance campaigns on the open web, the conversion phase can vary slightly because open-web environments emphasize discovery in addition to intent. Campaigns may test across a wider mix of premium publisher content before patterns stabilize. ### What happens if my campaign isn’t spending its full daily budget? When a tCPA campaign underspends, it’s often a sign that the target CPA is too restrictive relative to the available conversion opportunities. Modestly increasing the target, or expanding eligibility through broader placements or additional creatives, can help unlock delivery without sacrificing efficiency. On the open web, budget pacing can also be influenced by content availability and real-time user engagement across publisher sites. Because campaigns run in dynamic editorial environments, shifts in traffic patterns or content relevance can affect spend. Optimization and inventory controls allow advertisers to adjust creative formats, placement coverage, or bid thresholds to improve delivery while keeping campaigns aligned with conversion goals. ### Can I use tCPA for a brand new campaign launch? tCPA can be used for new campaigns, but early performance may be uneven if there’s little to no historical conversion data to guide optimization. In these cases, the system has limited context and needs time and volume to learn which signals correlate with success. For performance advertisers on the open web, a common approach is to start with a higher initial CPA target, or use alternative bidding strategies to gather early conversion data across open-web placements. Once enough post-click data is collected, campaigns can transition fully into tCPA, allowing the platform’s automated bidding and contextual intelligence to optimize more effectively across premium publisher environments. --- ### Topic vs. Keyword Targeting: Which Strategy Delivers Higher ROI for Performance Advertisers? URL: https://www.taboola.com/marketing-hub/topic-targeting-vs-keyword-targeting/ Last Modified: 2026-07-27 09:04:08 As performance advertising grows and matures, many marketers are discovering the limits of relying on search and social alone. Rising costs, creative fatigue, and increasingly crowded environments are forcing advertisers to think more carefully about how and where they reach potential customers. Two of the most commonly used contextual strategies, topic targeting and keyword targeting, offer distinct ways to connect with high-intent audiences without relying solely on personal identifiers. While they’re often discussed interchangeably, these two approaches function very differently in practice. Understanding their unique benefits and disadvantages can have a direct impact on efficiency, scale, and ultimately, results for your campaigns. ## Topic Targeting ### Description Topic targeting allows advertisers to place ads within content environments that align with broader themes or subject areas, such as fitness, personal finance, travel, or home improvement. Instead of focusing on specific words, this method evaluates the overall context of a page to determine whether it matches a defined topic category. ### How It Works Topic targeting relies on contextual signals across an entire piece of content, including language patterns, semantic meaning, and historical engagement data. Advanced systems assess not just what a page says, but what it’s about in a more holistic sense. This enables ads to appear alongside relevant articles, videos, and editorial content that naturally align with what a brand offers, even if exact-match keywords aren’t present in the content itself. Because this approach analyzes intent at the broader content level, it adapts well to formats like long-form articles, visual placements, and immersive ads. It also allows creative to be matched with high-visibility placements beyond traditional text-based environments. ### Benefits One of the biggest advantages of topic targeting is scalability. Access is granted to entire content categories, rather than narrow search terms, so campaigns can reach broader, qualified audiences without sacrificing relevance. This makes it especially effective for brands seeking visibility during the consideration phase of their sales cycle, where users are actively researching or comparing options. Topic targeting is also privacy-focused. Since it doesn’t depend on individual identifiers, it aligns well with more modern privacy expectations from users, while still delivering strong performance outcomes. The broader context of the targeting also allows creative to feel more natural and less intrusive, which can reduce ad fatigue and improve engagement over time. ### Considerations As topic targeting operates at a higher level, it may not always capture users with immediate, transactional intent. Advertisers focused solely on bottom-of-funnel conversions may need to pair this approach with optimization tools that prioritize performance signals and rapid learning cycles. Another consideration is creative alignment. Success depends on messaging that resonates within a given topic environment, which may require more thoughtful variation than keyword-driven ads that mirror search queries more directly. ### Use Cases Topic targeting is particularly effective for industries where purchase decisions are influenced by research, inspiration, or lifestyle alignment rather than an immediate transactional need. For instance, home and lifestyle brands selling decor or improvement services perform well when appearing alongside content about interior design trends, renovation planning, or seasonal home projects. In health and wellness, topic targeting allows brands to engage audiences reading about fitness routines, mental wellbeing, or preventative care, even when those users aren’t actively searching for a product. This makes it well suited for supplement brands, wellness apps, or clinics promoting services tied to broader lifestyle goals. ## Keyword Targeting ### Description Keyword targeting focuses on placing ads on pages that contain specific words or phrases chosen by the advertiser. This approach mirrors the logic of traditional search engine advertising by aligning ads with the same language that users are actually searching, signaling higher levels of intent. ### How It Works With keyword targeting, advertisers define a list of terms related to their product or service. Ads are then served on pages where those terms appear in titles, headings, or body copy. Some systems allow for inclusion and exclusion lists, enabling tighter control over where ads do and do not appear. This method is particularly effective when paired with predictive optimization and real-time bidding strategies, allowing campaigns to quickly identify which keywords drive the strongest performance. ### Benefits Keyword targeting offers precise targeting through aligning ads with specific phrases. This means that consumers can be reached when they’re actively expressing intent related to a product category, problem, or solution. This often translates into faster feedback loops and quicker performance signals, which is especially valuable for teams seeking visible results in short timeframes. This approach also provides a high degree of control. Advertisers can refine keyword lists, pause underperforming terms, and test variations with relative ease. This makes it an effective strategy for iterative optimization and A/B testing. ### Considerations While keyword targeting is a powerful approach, it can be limited in scale. Narrow keyword sets may restrict reach, while broader terms can introduce inefficiencies or brand safety concerns if not carefully managed. Costs can also rise quickly in competitive categories, particularly when multiple advertisers are targeting the same high-value keywords. Additionally, keyword targeting doesn’t always account for nuance or context. A page containing a keyword may not always align with the advertiser’s intent, requiring ongoing monitoring and refinement. ### Use Cases Keyword targeting is ideal for campaigns focused on high-intent actions, like lead generation, product comparisons, or time-sensitive promotions. It’s especially useful when advertisers want granular control and the ability to optimize quickly based on performance data. Financial services companies offering tax services or lending often rely on keyword targeting to reach users researching specific solutions or comparisons at the moment of decision-making. For B2B and SaaS companies, this approach can be effective for lead generation when focused on problem-aware audiences. Aligning ads with pages discussing operational challenges, competitive platforms, or implementation questions can capture users already evaluating their options. For e-commerce brands, keyword targeting works well for competitive conquesting and lower-funnels campaigns. By targeting keywords related to competing products, reviews, or “best alternative” content, advertisers can intercept shoppers who are ready to convert. ## How Do Topic Targeting and Keyword Targeting Compare? Feature Topic Targeting Keyword Targeting Privacy Compliance Fully contextual, no reliance on user identity Contextual, dependent on specific language signals Campaign Goal Consideration-driven scale and efficient reach High-intent actions and direct response Setup Complexity Faster to launch with broader parameters Requires keyword research and ongoing refinement Audience Scalability High, across entire content categories Moderate, limited by keyword volume Immediate Performance Strong with optimization and learning Often faster initial signals but can taper, depending on competition and budget Long-Term Brand Lift Supports sustained visibility and recall More transactional in nature, so less likely to have long-term sustainability Cost Efficiency Helps mitigate rising acquisition costs Can become costly in competitive spaces Automated AI Integrations Benefits from predictive intent modeling Relies more on rule-based matching Brand Safety/Suitability Controlled through topic and sentiment analysis Managed through inclusions and exclusions A/B Testing Effective for creative and format testing Effective for keyword and message testing ## How to Decide When to Choose Topic Targeting Topic targeting is a strong choice when advertisers want to move beyond crowded search and social environments without sacrificing performance. It’s a particularly effective approach for brands experiencing creative fatigue, rising costs, or limited scale on traditional channels. By focusing on user intent at the content level, this approach allows campaigns to reach engaged audiences in moments of discovery and evaluation, while leveraging automation to optimize towards action. ## How to Decide When to Choose Keyword Targeting Keyword targeting is best when advertisers with clearly defined intent signals need more rapid results. When campaigns are built around specific problems, solutions, or competitive alternatives, keyword targeting can deliver efficient results quickly. It works well for offers operating within a tight scope, niche products, or instances where granular control outweighs the need for broader reach. ## Key Takeaways Topic targeting and keyword targeting aren’t opposite and opposing strategies. Instead, they should be thought of as complementary tools within a modern performance marketing toolkit. Topic targeting excels at scalable, privacy-focused reach that captures users during meaningful moments of consideration, while keyword targeting delivers precision and speed for intent-driven campaigns. The most effective advertisers understand how to deploy each method strategically, often combining them with automation, flexible creative formats, and predictive optimization to drive measurable results across the performance funnel. ## Frequently Asked Questions (FAQs) ### We are a travel brand needing to avoid appearing next to negative news like airline strikes; how do we ensure safer placement? Using topic-level controls, combined with sentiment and suitability filters, will allow you to serve ads that only appear within positive or neutral content, reducing the risk of appearing alongside unfavorable news. ### We are a niche lead-gen firm for personal finance software; how do we specifically reach users who are currently using a competitor’s platform? Keyword targeting focused on competitor comparisons and solution-oriented language can help capture users who are actively evaluating alternatives, especially when paired with real-time optimization. ### We are a health brand promoting seasonal flu clinics; how do we capture mass awareness during a short outbreak window? Topic targeting enables rapid scale across relevant health and wellness content, allowing brands to reach large audiences quickly, while still maintaining contextual relevance during time-sensitive campaigns. --- ### Broad Targeting vs. Retargeting: How to Choose the Right Strategy for Your Campaign Goals URL: https://www.taboola.com/marketing-hub/broad-targeting-vs-retargeting/ Last Modified: 2026-05-31 11:47:36 Digital advertisers have more targeting options at their disposal than ever before, but more choice doesn’t always make decisions easier. For example, two of the most widely used approaches, broad targeting and retargeting, sit at opposite ends of the audience targeting range. One prioritizes scale and discovery, while the other focuses on precision and efficiency. Both approaches can be highly effective when used in the right context. The challenge is to understand how they work, what they optimize for, and how you can align each method with your specific campaign goals. In this guide, I’ll break down broad targeting vs. retargeting, compare their strengths and limitations, and help you decide when and how to use each strategy effectively. ## Broad Targeting Broad targeting is an advertising strategy that prioritizes reach and scale over defining a narrow audience. Instead of relying on detailed user-level data or past interactions, broad targeting enables platforms to serve ads to a broad audience that matches general parameters such as geography, language, device type, or content environment. Instead of asking advertisers to pre-define exactly who should see an ad, broad targeting relies heavily on platform-level optimization and machine learning to identify users most likely to engage or convert. ### How It Works With broad targeting, advertisers set minimal constraints at the campaign level and allow the platform’s optimization engine to do the heavy lifting. On performance advertising platforms like Realize, e.g., this means leveraging AI-driven signals across content consumption, contextual relevance, and real-time engagement to continuously refine delivery. Let’s look at an example: A health and beauty brand might launch a campaign using broad targeting with two basic constraints, like geography (e.g., Canada) and device type (e.g., mobile). Instead of defining audiences upfront, Realize analyzes how users interact with health, beauty, and lifestyle content across its network by tracking signals such as article topics read, scroll depth, time on page, and recent engagement with related offers. As campaigns run, the system adapts automatically, shifting delivery based on performance signals to improve efficiency over time without requiring constant manual adjustments. ### Benefits Broad targeting offers significant advantages for advertisers focused on growth and discovery. By removing tight audience constraints, campaigns can scale quickly and adapt to changing market conditions. This approach is particularly effective for reaching new users who may not yet be familiar with a brand or product. Broad targeting also reduces dependency on third-party cookies or historical user data, making it well suited for privacy-first environments. As signal loss increases across the industry, broad targeting provides a future-proof way to continue reaching relevant audiences without relying on granular tracking. ### Considerations While broad targeting excels at scale, it may take longer to reach peak efficiency compared to more focused approaches. Performance often improves as the algorithm gathers data, which means advertisers need to allow sufficient learning time and budget. Creative quality also plays a larger role. Because ads are shown to a wider audience, messaging must be clear, compelling, and broadly relevant to resonate with users at different stages of awareness. ### Use Cases Broad targeting is ideal for upper-funnel and mid-funnel campaigns focused on awareness, consideration, or demand generation. It’s commonly used for brand launches, new product introductions, and expansion into new markets. It also performs well for advertisers with limited first-party data, or those looking to move beyond reliance on retargeting pools that may be shrinking or saturated. ## Retargeting Retargeting focuses on reaching users who have already interacted with a brand, such as visiting a website, viewing a product, or engaging with previous ads. By targeting users with known intent signals, retargeting aims to drive conversions more efficiently. This approach assumes prior awareness and leverages familiarity to move users further down the funnel. ### How It Works Retargeting campaigns use audience lists built from first-party data, such as website visits, app usage, or CRM records. These audiences are then segmented based on behavior, e.g., users who abandoned a cart versus those who viewed a product category. Following the same example used earlier, a health and beauty brand might run a retargeting campaign to sell skincare products, using first-party data from its website. One audience could include users who viewed a specific serum product page but didn’t complete checkout, while another could include past customers who purchased a moisturizer within the last 60 days. Tailored ads would be delivered to each segment, highlighting dermatologist-backed benefits or limited-time offers for cart abandoners, and promoting complementary products or refill reminders to existing customers, helping the brand re-engage high-intent users and drive conversions more efficiently. Ads are delivered specifically to both groups, often with tailored messaging designed to overcome friction, reinforce value, or prompt action. Because the audience is smaller and more defined, retargeting typically delivers faster performance signals. ### Benefits One of the key advantages of retargeting is efficiency. Because ads are served to users who have already shown interest, conversion rates tend to be higher and cost per acquisition lower, especially in the short term. Retargeting also allows for highly personalized messaging: Advertisers can align their ad creative with specific behaviors, making ads feel more relevant and timely. ### Considerations A drawback of retargeting is its limited reach due to audience size. Once a retargeting pool reaches saturation, performance can plateau or decline due to ad fatigue and diminishing returns. There are also increasing privacy and compliance considerations: Changes to browser policies, platform restrictions, and user consent requirements can reduce the size and reliability of retargeting audiences over time. ### Use Cases Retargeting is most effective for lower-funnel objectives such as driving purchases, registrations, or renewals. It’s commonly used in e-commerce, subscription services, and lead-generation campaigns where prior engagement is a strong predictor of conversion. It also works well for short-term promotions, abandoned cart recovery, and upsell or cross-sell initiatives. ## How Does Broad Targeting Compare to Retargeting? While both strategies aim to improve campaign performance, broad targeting and retargeting differ significantly in how they approach audience selection, optimization, and scale. Below is a high-level comparison across key attributes. Feature Broad Targeting Retargeting Privacy Compliance Best for awareness, discovery, and long-term growth Depends on first-party data and user consent, which can limit reach Campaign Goal Best for awareness, discovery, and long-term growth Optimized for conversion and immediate action Setup Complexity Simple setup with minimal audience configuration Requires audience creation, segmentation, and ongoing management Audience Scalability Highly scalable with access to large audiences Limited by the size of existing engagement pools Immediate Performance May take longer to optimize Often delivers faster initial results Long-Term Brand Lift Strong potential for sustained brand impact Limited impact beyond existing users Cost Efficiency Improves over time as algorithms learn Efficient early, but can decline with saturation Automated AI Integrations Highly compatible with AI-driven optimization Benefits from automation, but remains data-dependent Brand Safety/Suitability Can leverage contextual controls for suitability Strong relevance but limited control over broader exposure A/B Testing Useful for testing creatives and messaging at scale Ideal for testing offer and conversion messaging ## How to Decide When to Choose Broad Targeting Broad targeting is the right choice when scale, adaptability, and long-term performance are priorities. If your campaign relies on reaching new users or expanding beyond known audiences, broad targeting allows platforms like Realize to continuously explore and optimize across a wide inventory of high-quality content environments. This approach is especially effective when advertisers want to reduce manual audience management and instead rely on AI-powered optimization to guide delivery. For brands operating in privacy-conscious markets or dealing with limited first-party data, broad targeting provides a resilient foundation for sustainable growth. ## How to Decide When to Choose Retargeting Retargeting is best suited for campaigns with clear lower-funnel objectives and a reliable source of first-party data. If your goal is to convert existing interest into action, whether a purchase, sign-up, or renewal, retargeting provides efficiency and precision. It works particularly well when user intent is high and decision cycles are short. However, advertisers should monitor frequency, audience size, and performance trends closely to avoid diminishing returns. Retargeting is most effective when treated as part of a broader strategy, rather than the sole driver of growth. ## Key Takeaways Broad targeting and retargeting are not competing strategies: They are complementary tools designed for different stages of the customer journey. Solutions like Realize can support both approaches, by using AI-driven optimization to scale broad targeting while still enabling precise retargeting when first-party data is available. The most effective advertising strategies often combine both approaches, using broad targeting to build awareness and retargeting to capture intent. By aligning each method with the right goals, budgets, and creative strategies, advertisers can drive sustainable performance across the funnel. ## Frequently Asked Questions (FAQs) ### How does retargeting improve conversion efficiency for e-commerce campaigns? Retargeting improves conversion efficiency by focusing spend on users who have already shown interest, such as product viewers or cart abandoners. This familiarity reduces friction, shortens decision cycles, and often leads to higher conversion rates when compared to prospecting campaigns. ### Can combining broad targeting and retargeting improve campaign ROI? Yes. Broad targeting helps expand the top of the funnel and introduce new users, while retargeting captures value from those interactions. When used together, advertisers can maintain scale while improving overall return on investment. ### Which method, broad targeting or retargeting, is more effective for high-frequency seasonal campaigns? Retargeting often performs well for short, high-frequency seasonal campaigns due to its immediate efficiency. However, broad targeting can play a critical role in replenishing audiences and driving awareness ahead of peak periods, making a combined approach the most effective option. --- ### How to Use Contextual Targeting to Scale Consumer Electronics Campaigns URL: https://www.taboola.com/marketing-hub/contextual-targeting-to-scale-consumer-electronics-campaigns/ Last Modified: 2026-03-09 20:15:05 Consumer electronics advertising presents some specific challenges for advertisers: many social media ads mislead consumers, and there’s an abundance of dropshippers, which don’t always fulfill their promises. Plus, consumer electronics generally market direct-to-consumer (D2C), so brands have to capture attention quickly from busy users. Then, there’s the sheer scale of the global consumer electronics market — reaching $1.03 trillion this year — which can easily overwhelm advertisers. Premium consumer electronics brands must build trust and find serious buyers, both of which can be an uphill battle. That’s especially true as search and social channels become oversaturated. Plus, many segments within electronics, like smart projectors, require a research-based process before purchase. That said, there are still areas to focus on for advertising success, depending on the particular product, its users, and the typical buying journey. Here, you’ll find campaign-saving tips from Realize advertising expert Ari Del Rosario, who has worked closely with consumer electronics clients. He has developed strategies for using contextual targeting, based on his work with a Realize client, a U.S.-based hardware innovator. This smart projector company needed to diversify its digital strategy to reach audiences across the open web, where high-intent decisions are actually made. Read the advice below and learn how to make contextual targeting work for your business, to scale and expand reach. ## 1. Transition From Social Saturation to Contextual Relevance This U.S.-based consumer electronics company, which makes smart projectors, needed to reach the right user in the right mindset. They had seen significant return on ad spend (ROAS) decay on Meta (dropping from 5x to 2x) as the platform became saturated with competitor ads. The recommendation: Move from audience-only targeting to contextual targeting. In other words, instead of targeting a person because they show an interest in projectors on social media (where they are immediately shown seven competitor ads), the business should target the environment where that user is actively consuming tech and home-lifestyle content. ### Focus on Winning the Mindset Over the Profile Contextual targeting places your brand alongside editorial content that mirrors the user's current intent. If a user is reading a 4K home theater guide on a premium site like Yahoo or NBC, they are in a research mindset, which is far more valuable than a passive scroller. “The challenge with social platforms is that once a user looks at your ad, the algorithm floods them with every competitor in the market,” says Del Rosario. “With contextual targeting on Realize, we find users when they’re in information-gathering mode. By appearing on premium publisher sites related to tech and home entertainment, we establish brand authority before the user even reaches a search bar.” ## 2. Map Contextual Signals to a Multi-Device Funnel The smart projector client noted that their product — a $250+ electronics item — is rarely an impulse buy. Users often discover the item on a mobile device, but prefer to pull the trigger and make the actual purchase on a desktop. The recommendation: Choose a dual-campaign structure. This means that they should use contextual targeting on mobile to drive awareness and interest, then utilize those signals for high-intent contextual retargeting on desktop to close the sale. ### Navigating the Research-Based Purchase High-ticket items require multiple buying journey touchpoints. By targeting specific contextual categories across the open web, Realize clients create a surround sound effect that follows the user from mobile discovery to desktop conversion. “People don't usually buy a $250 projector impulsively on their phone while walking around,” notes Del Rosario. “They do their research. That’s why we recommend a funnel that starts with contextual awareness on mobile — hitting those computer-in-pocket moments — and then retargeting contextually on desktop. This aligns the ad placement with the device the consumer feels most comfortable using for a major transaction.” ## 3. Boost Contextual Performance With Native Motion Assets To stand out against generic overseas dropshippers, the projector brand needed to emphasize its premium U.S.-based engineering and Google TV integration. The recommendation: Enhance contextual placements with native motion ads, such as GIF-like assets, to increase click-through rate (CTR) without disrupting the editorial experience of the site. ### Use Visual Storytelling in an Editorial Environment One of Realize’s key features is the use of assets that look and feel native to the targeted premium publisher sites. This helps brands build qualitative brand equity that social ads just cannot provide. “For a tech brand, standing out is about differentiation,” says Del Rosario. “We recommend using native motion — that is, turning static product shots into dynamic GIFs — within relevant contextual environments. This catches the eye of a reader on Apple News or ESPN without feeling like a hard sell banner ad, which is crucial for building a premium brand image.” ## Key Takeaways Diluted search traffic, saturated social feeds, and ad-fatigued users all mean that consumer electronics companies have to think differently about scalable growth. The old methods are no longer enough to find and engage high-intent audiences. Brands using contextual targeting in the Realize platform are able to meet customers in high-intent environments, where they’re already browsing, researching, and generally seeking relevant product information. When you align with premium editorial content for reach, you reach the right buyers at the right moment, when they’re ready to listen. ## Frequently Asked Questions (FAQs) ### What is contextual targeting and how does it differ from traditional audience targeting? Broadly, contextual targeting looks at what a prospect is reading or consuming right now. This is in contrast to traditional targeting, which looks at demographics and other details about a prospect, such as age, interests, and past history. When it comes to performance campaigns on the open web, contextual targeting prioritizes immediate user intent and environmental relevance, helping you reach high-intent customers in cookieless and privacy-safe places where their current state of mind matches your offer. For example, a performance marketing platform might analyze millions of pages across an exclusive publisher network (think MSN and Yahoo) to match a brand’s ads to the specific topic of an article. For a smart projector company, their ad would appear next to tech reviews, home theater guides, or best-of gadget lists, capturing intent in real time. ### Can I use my existing social media videos for contextual campaigns? Existing video assets can almost always be adapted for native web ad placements. When you’re considering performance campaigns on the open web, try adapting the creative to match the tone and informational intent of the surrounding publisher content where the video will play. Instead of disrupting a prospect’s experience, repurposed social videos should use value-driven or editorial-style storytelling to align with the research-oriented mindset of open web users. ### How do you track a long research-based funnel through contextual targeting? Tracking a research-based funnel, like one for consumer electronics, usually involves cookies and pixels to follow a user from first click to final purchase. For a long research-based funnel on the open web, a multi-touch attribution model is a more detailed way to capture micro-conversions, like whitepaper downloads or time on page. This multi-touch model measures how specific contextual environments influence different stages of the buyer’s journey, and lets you map the transition from early-stage research to more high-intent actions. This ensures that you can then further train the performance marketing platform’s AI to optimize for the entire conversion path versus the final click. --- ### Topic Targeting vs. Contextual Targeting: Which Is Right for Your Campaign? URL: https://www.taboola.com/marketing-hub/topic-targeting-vs-contextual-targeting/ Last Modified: 2026-03-08 09:34:11 The third-party cookie hasn’t completely crumbled, but it has gone stale. Firefox and Safari have banned them, but in response to backlash from the advertising industry and regulatory pressure, Google has moved toward a user-choice model in Chrome. As privacy regulations tighten and third-party data fades, marketers are pivoting away from — or augmenting — reliance on external trackers toward relevance based on: - First-party data. - Contextual targeting. - Zero-party data. This shift to a privacy-first approach requires establishing or rebuilding direct, trusted relationships with consumers to maintain the effectiveness of your ads. Essentially, you’ve got two options: using a laser pointer (contextual targeting) or casting a wide net (topic targeting). Each allows you to reach people without a tracking pixel following them, but knowing the strengths and weaknesses of each — and which targeting to use when — can significantly impact your campaign’s success. ## Contextual Targeting ### Description This targeting channels immediacy, placing your ads based on the specific content a user is currently viewing. Contextual targeting doesn’t care what a user did yesterday; it cares that they’re reading an article on organic gardening now. The strategy aligns your ads closely with the page’s topics, enhancing relevance and engagement. ### How It Works When someone visits a page, contextual targeting analyzes the text, keywords, and the content’s overall sentiment. Then it displays ads matching the article’s context. If your user is reading reviews of the latest smartphones, they might see ads for phone accessories or plans. Performance advertising platforms like Realize enhance contextual targeting by using artificial intelligence (AI) trained on proprietary data. They use semantic analysis to distinguish between a casual travel guide and a high-intent equipment review, leveraging code-on-code integrations with thousands of premium publishers (Realize, e.g., counts publishers like NBC News and Yahoo among its partners). The platforms analyze content metadata, user intent, and image sentiment in real time, so ads for a specific product or service appear when readers are more likely to click, consider, and buy. ### Benefits Contextual targeting’s benefits include: - Focusing on hyper-relevance: Ads relate directly to what the audience is reading, increasing the likelihood of engagement. - Prioritizing privacy: Contextual targeting is 100% cookieless. It doesn’t rely on user history because you’re tracking topics, not people. - Protecting brand safety: By analyzing sentiment on individual pages, contextual targeting is less likely to pop your ad next to negative reviews. - Driving immediate impact: Contextual targeting can generate higher conversion rates because it catches users already primed to check out and potentially purchase your product. ### Considerations The cost of this granularity is scale. This strategy works best for niche products, and if your specific target doesn’t have a high volume of new articles going live today, your daily spend might struggle to keep pace. Another consideration is that low content quality may result in lower user engagement with the ads. ### Use Cases Contextual targeting involves finding current conversations and sliding your messaging into them. Take the 2026 Winter Olympic Games in Milan-Cortina — the perfect opportunity for contextual targeting to have a moment. Sports are, of course, a rollercoaster. One minute, a nation is celebrating a surprise gold in alpine skiing; the next, a country’s fans are heartbroken over a disqualification. Brands use AI-driven contextual tools to scan the vibe of news articles and social feeds in real time. Let’s say, for example, that a Nike or Under Armour-sponsored underdog athlete wins a medal. That brand’s ads could populate instantly next to the news stories covering their unexpected (and awesome) victory. This contextual targeting captures high-arousal emotions. When a reader feels inspired, or experiences national pride, they’re more likely to recall an ad matching their mood compared to a random, retargeted ad for socks they glanced at a week ago. One of the Olympics’ fun, unique qualities is bringing niche sports like curling, luge, or skeleton into the mainstream for two weeks. Instead of targeting sports fans (too broad and expensive), brands target hyper-specific keywords and themes like “downhill speed techniques.” A luxury watch or car brand might place ads exclusively within content discussing bobsledding’s technical mechanics or the physics of figure skating. These brands bypass the gold medal price tag by targeting content rather than the prime-time broadcast. Smaller brands can reach a highly focused, engaged audience without competing for the $10 million in ads at the women’s figure skating finals. For campaigns with high-ticket items and longer research cycles, contextual targeting offers a powerful way to reach consumers in an information-gathering mindset. A prime example is how consumer electronics brands use contextual targeting to scale, moving beyond the saturation of social media to place ads alongside relevant tech reviews and home-lifestyle content. By appearing in these high-intent environments, brands can establish authority and guide users through a complex purchase journey more effectively than traditional audience-based methods. ## Topic Targeting Topic targeting takes a broader, category-level approach, placing ads on pages categorized under specific themes. It identifies the general umbrella a website or app falls under, like health or autos and vehicles. ### How It Works Platforms categorize millions of publishers into buckets. Selecting a topic like personal finance or technology expands your ad’s reach, and topic targeting can appear across any page within those domains. These ads focus less on a specific paragraph someone’s reading and more on the neighborhood they’re visiting. Performance ad platforms identify a page’s underlying theme by analyzing the semantic relationship between the content and the site’s historical data. With this neighborhood approach, you can place your ads across a broad range of relevant sites, ensuring your audience feels your brand presence wherever they hang out. ### Benefits Topic targeting’s benefits include: - Scaling: The broader reach of topic targeting makes it ideal for top-of-funnel campaigns, helping brands quickly reach millions of eyes. - Offering flexibility and control: You can choose specific topics, combine them with other targeting methods (like keywords), or exclude irrelevant topics to maintain brand safety. - Enhancing brand awareness: Topic targeting strengthens brand visibility and recognition among target audiences when you place your ads in contextually relevant environments. ### Considerations What you gain in broad reach with topic targeting, you lose in precision. Your ad may appear on a page broadly about autos, but the user might be reading about the history of 1950s cars, rather than researching SUVs to buy today. ### Use Cases Topic targeting channels the vibe. Contextual targeting is buying an ad on a specific article, like “Best Wax for Downhill Skis.” Topic targeting tells the system: Show my ad to anyone reading about winter sports across the entire open web. This strategy is fantastic for reaching audiences interested in the sport and the lifestyle surrounding the event. You could select broad interest categories like luxury travel, refined craftsmanship, or healthy living, and your ads would appear on thousands of sites related to those themes, even if they don’t mention the Olympics by name. To continue with the Olympics examples, when Italy hosted the 2026 Games, a brand like Armani or a high-end coffee company could have targeted “Italian culture and gastronomy.” These ads build an emotional connection: If someone’s reading about Milanese architecture or how to make the perfect espresso, seeing a sleek ad with an Olympic tie-in feels like a natural extension of their current interests, rather than a jarring interruption. Think, also, about brands interested in reaching the tech-obsessives of a specific category — those who care about the how as much as the who. You could pick a subtopic, like physics and engineering, or textile innovation. A tech company or material sciences firm could target “advanced engineering” during the Games. Their ads would appear on articles discussing the aerodynamics of bobsled designs, the fracas surrounding the modified ski jump suits, or the tech behind speed skating suits. Placing your brand in the middle of smart content positions your product as a high-performance tool. Sure, you’re selling to casual sports fans, but you’re also selling to a college physics professor who geeks out over technical specs. ## How Do Contextual Targeting and Topic Targeting Compare? Feature Contextual Targeting Topic Targeting Privacy Compliance Highest (no user data/history needed) High (may rely on user-level behavior or site categorization) Campaign Goal Immediate engagement, high-intent leads/direct sales, or conversion Brand awareness/traffic volume Setup Complexity Higher (requires keyword/sentiment lists) Lower (select from pre-set categories) Audience Scalability Moderate (limited to niche audiences) High, though variable depending on broader interest Immediate Performance High click-through rate (CTR) due to relevance; can be more cost-effective for niche ads Moderate CTR; broader reach; higher volume may increase ad spend Long-Term Brand Lift Possible, but likely not immediate Effective for lasting brand awareness Cost Efficiency Higher cost per acquisition (CPA), but higher conversion Lower cost per mille (CPM), but lower intent Automated AI Integrations Realize allows you to create custom contextual segments from 70,000+ granular topics Realize has built-in topic targeting from 9,000+ publisher sites Brand Safety/Suitability Page-level precision: high; ads appearing with relevant content Moderate; requires careful selection and exclusion lists A/B Testing Effective for testing specific ads Useful for testing broader themes ## How to Decide When to Choose Contextual Targeting Choose the surgical approach of contextual targeting when your product solves a very specific problem. If you’re a B2B firm selling cybersecurity insurance, you want someone reading about a recent data breach, not someone perusing general tech articles. Choose this method if your goal is: - Immediate engagement and conversion, particularly in a high-interest context. - Complying with strict privacy regulations. - Addressing creative fatigue on social media and needing a fresh look. ## How to Decide When to Choose Topic Targeting Opt for topic targeting when you want to run a broad awareness campaign and increase your share of voice. This method works well if you want to reach a large audience quickly and your brand fits into a general theme. If you’re a bank or airline, you should be everywhere your target demographic hangs out. Topic targeting ensures that users interested in investing consistently see your brand across news sites, blogs, and financial apps. Choose this method if your goal is: - Broadening brand awareness by increasing visibility and associating your brand with specific industries or lifestyle topics. - Scaling campaigns when you have a flexible budget and want to ramp up delivery quickly. - Complying with increasingly strict privacy regulations by reaching users based on what they’re consuming, rather than by using their personal data. ## Key Takeaways Contextual targeting is ideal for precise, niche campaigns because it offers high relevance and privacy compliance. Topic targeting, meanwhile, works better for broad awareness campaigns because it maximizes reach and impressions. Both methods are superior to traditional behavioral targeting with third-party data in a privacy-regulated world. ## Frequently Asked Questions (FAQs) ### How do content volume and site diversity impact the choice between topic and contextual targeting? Content volume and diversity will affect your targeting choice. Contextual targeting thrives on high-quality, relevant content, but if you’re in a niche with low content volume, this method may not generate enough impressions to justify the budget. Topic targeting benefits from a wider range of sites and themes, so if your audience tends to visit diverse sites, this method may be more effective. ### Can combining topic and contextual targeting improve cross-device campaigns? Absolutely. You can use topic targeting to find likely candidates across mobile apps and the open web, and then use contextual targeting to serve the closing ad when they’re using their desktop to research your specific product category. By engaging users across various devices with both methods, you can maintain a cohesive brand message. ### I’m a brand needing to avoid specific negative news (brand safety). How do I ensure my ads don’t appear on a travel page with content about a plane crash? Enter brand suitability! Topic targeting might place you on any travel site, but contextual targeting uses negative keyword lists and AI sentiment analysis to evaluate content. If the AI identifies an article about a tragedy, not a vacation, it will automatically block your ad from appearing. --- ### Contextual Advertising: Ad Placements That Make Sense, No Cookies Required URL: https://www.taboola.com/marketing-hub/contextual-advertising/ Last Modified: 2026-03-08 09:01:52 As stricter internet regulations require a shift away from cookies to track user behavior online, contextual advertising continues to increase in popularity. Between 2022 and 2030, contextual advertising spending is predicted to grow at a rate of 13.8% annually. Let’s take a look at what contextual advertising is, how it can benefit marketers, and the best ways to execute a contextual advertising campaign. ## What Is Contextual Advertising? Contextual advertising is a type of programmatic advertising that uses the surrounding content, rather than user behavior, to determine ad placements. Contextual targeting is the process of finding the most relevant spots to place ads, while contextual advertising refers to the actual ad creative. ## How Does Contextual Advertising Work? Contextual advertising uses algorithms and automation to find the most relevant places for ads, based on content cues such as keywords, metadata, and the overall context of videos, images, social media feeds, or written editorial (or a combination of these types of content). By serving up highly relevant ads when a consumer is in the right frame of mind — i.e., consuming content related to your ads — marketers can boost conversion rates with lower ad spend. ## When to Use Contextual Advertising Contextual advertising works best when users are in the lower decision stages of the sales funnel — consideration and action — although you can deploy it any time you want to expand your reach and find new audiences. When you focus on full-funnel campaigns, you’ll find contextual advertising extremely effective at shortening the funnel. Reach users at the right time with the right content and they might make a buying decision in the moment, even if they hadn’t been considering your brand previously. You can use contextual advertising when you want to: - Avoid cookies to track behavior. - Reach people while they’re thinking about your type of product or service. - Boost conversions. - Attract new people. ## Advantages of Contextual Advertising ### Protect User Privacy Contextual advertising doesn’t rely on collecting demographic data from consumers, which means you can reach people on platforms that block cookies and other ad identifiers. It also works on non-addressable platforms like Firefox or Safari, per Amazon’s advertising library. Contextual advertising doesn’t care who your audience is, only that they are doing something related to your brand at that moment. ### Reach New Audiences Who Are Ready to Buy Contextual advertising reaches people when they’re considering companies like yours, by placing your ads amidst relevant content. Even if they’ve never heard of your specific brand previously, contextual advertising connects you with highly relevant, highly engaged consumers. ### Attract Buyers Interested in Brands Like Yours By targeting categories complementary to your brand, you can expand your reach and grow your audience. For instance, a travel accessory company, travel booking engine, or even a sporting goods company that sells snowboards might place an ad next to an article titled, “The 10 Best Suitcases for Your 2026 Winter Getaway.” ### Reduce Ad Spend and Achieve Greater Results You can boost your return on ad spend (RoAS) with contextual advertising. Rather than paying for the number of eyes on your ad, you only pay for results. This alone makes contextual advertising enticing to marketers. ## Considerations When Marketing Your Product with Contextual Advertising Artificial intelligence (AI)-driven contextual advertising can help take the guesswork out of your campaigns. But, success starts with a clear plan, relies on effective creative, and ends in measuring your results to refine the campaign. ### Set Goals Set clearly defined, measurable goals. How will you define success? Purchases? Clicks? Downloads? Opt-ins? How will you measure your results? It’s important to establish benchmarks from past campaigns, or at least have a reasonable idea of what a successful campaign will look like when it’s done. ### Choose Your Targeting Parameters AI makes it easier than ever to find the right audience for your ads, but you’ll still need to decide on the targeting parameters, e.g., keywords, categories, themes, user intent, and sentiment. ### Design Appropriate and Relevant Creative Here’s where it gets fun — and where your actions move the needle. Design relevant creative that engages your audience. Knowing your audience based on the content they consume might help. For instance, a luggage company placing an ad next to a listicle of best winter resorts would change up the creative based on whether the ad is appearing on a website for travel and leisure, budget travel, or even men’s health. ### Measure Results Keeping your KPIs from step one in mind, track your results. Avoid KPIs that aren’t tied to revenue or business growth, e.g., social media likes that don’t convert to action, and so won’t show the real value of your campaign. Conversions, including purchases or mailing list subscriptions, make a real impact. Other KPIs might include ROAS, revenue per email subscriber, and cost per acquisition. ### Optimize the Campaign If your creative and ad placements are working to deliver an acceptable ROAS, it’s time to double down. If they aren’t, consider switching up the creative and using A/B testing to find the right content. If your ads still aren’t working, consider changing your placement parameters to reach a different audience. For instance, you might shift from social media ads to programmatic advertising on top digital publisher sites. ## Types of Contextual Advertising As communication theorist Marshall McLuhan famously said, “The medium is the message.” For marketers engaged in contextual advertising today, this means that the format of your creative is as important as the content. Some audiences respond well to text, others to video, and others to dynamic graphics. Here are some formats of contextual advertising to consider. ### Text-based Ads Often used in paid search, AI-powered chatbots, and Google Ads, text-based ads work well with a simple, straightforward message. While generative AI platforms like ChatGPT, Gemini, and Perplexity don’t currently accept paid advertising, that day could come, as well. Brands that focus on generative engine optimization (GEO) garner mentions from top chat platforms. It’s only a matter of time before companies can purchase those mentions, bypassing the slower, organic route to visibility. ### In-game Ads Marketers seeking to target an audience that lives primarily on mobile devices might use in-game advertising. For instance, a skateboarding game might share ads for real skateboards or skate gear. A digital card game developer might advertise on other card games to draw players away from the competition. ### Video Ads Video ads appear on YouTube streams, social media, and at the bottom of websites where users frequently consume video-based content. ### Native Advertising Native advertising is designed to blend in with the editorial content on a site, even though it must be clearly marked as an ad. ## How to Run a Contextual Advertising Campaign Running a contextual advertising campaign depends on the platform you choose. They vary slightly in their capabilities and effectiveness, but the basics remain similar across platforms, including Google, Amazon, Realize, and others. ### Choose Your Platform Evaluate costs, ease-of-use, and capabilities for a variety of contextual advertising platforms. Some factors to consider include the number of topics, the options to advertise on different media sites or in apps, and the use of AI to discern the context of the content and target the right audiences. ### Choose Segments or Topics to Target Once you’ve signed up, choose the topics you want your audience to be engaged in or the type of articles you want them to be reading when they see your ads. ### Create and Upload Your Content Create content tailored to the audience. For instance, Gen Z dramatically prefers video content: While 69% of baby boomers said they prefer written content via email, 98% of Gen Z like video. Similarly, 91% of millennials and 78% of Gen X also prefer video content. Across the board, 89% of consumers engage with video more than other types of content, and video is the medium most likely to trigger a purchase in the US, per the study linked above. ### Measure Results Use the onboard tools to measure your results. Keep your KPIs, including conversion rates and ROAS, in mind, as you analyze the success. Advertisers and marketing agencies vary on their recommendations for how long to let an ad run: It could take days to dial in on the right audience for a social media campaign, for example. Advertising adjacent to the editorial content of major publishers could be faster, since you’re not relying exclusively on demographic data. The Nextdoor Business blog recommends three to six months for a campaign to fulfill long-term objectives, but you’ll want to consider seasonality, holidays, and even worldwide events that might affect the sales cycle. The more you spend on a campaign upfront, the faster you’ll start to see if it’s working or not. ### Optimize Your Campaign As you find the top-performing demographics, categories, or topics, optimize your campaign for those categories. That means putting more money into the most effective types of creative targeted at the most engaged audiences, and letting it roll until you see the start of diminished returns. That’s when it’s time to switch it up again, because you’ve saturated the market. ## Create Effective Landing Pages for Your Contextual Advertisements Ideally, your contextual advertising campaign will lead to high click-through rates and, ultimately, purchases or conversions. But, just because you’ve gotten your audience to click on your ad, it doesn’t mean your job as a marketer is over. Campaign success hinges on creating effective landing pages. Several elements must work together in your design and landing page copy: copy must address specific pain points of consumers, as people buy solutions, not products, and graphics must be relatable and scroll-stopping. Use A/B testing by changing just one element of your creative and running simultaneous ads to find the best combination of creative to boost your conversion rate. ### Consistency Between the Ad and Landing Page The transition from the ad that attracted a potential customer and the landing page that will ultimately convert them should not be jarring. It should have a similar style, colors, fonts, and messaging. ### Strong Headline Provide a clear, concise headline that shows people they’ve been directed to the right place immediately. ### Clean Design Any photos should be engaging, not distracting. Use authentic-looking photos of faces, or hands holding products, which helps to engender trust in your audience. ### Compelling Call-to-Action Finish with a compelling and clear call-to-action. Keep it simple while creating a sense of urgency with CTAs like: - “Claim your free now!” - “Buy now for free shipping” - “Save 20% today only” - “Join today for free” ## How to Measure the Effectiveness of Contextual Campaigns ### Return on Ad Spend How much money did you make compared to how much you spent? Return on ad spend (ROAS) is a powerful metric that shows exactly how much revenue your campaign generated. To calculate ROAS, divide the revenue generated by the cost of the ads. Unlike vanity metrics like impressions or click-through rate (which are still important in certain settings), ROAS tells you how well your campaign is doing in dollars. ### Cost per Acquisition Your cost per acquisition (CPA) is also a tangible and useful figure. It calculates how much it costs to acquire a new customer, regardless of how much that customer spends. This can be useful if the goal is a newsletter opt-in, rather than a purchase. CPA also helps you gauge how effective the campaign is in raising the visibility of your brand. For example, it might be more valuable to gain 500 customers each spending $1, than one customer spending $500, although the ROAS would be the same in both cases, especially if you’re building loyal customers with a high lifetime value (LTV). ### Click-through Rate Click-through rate, or CTR, shows that your ad creative is resonating with your audience. While clicks may not lead to revenue, they’re a solid start. ### Conversions Conversions show how many people took the desired action, whether that’s making a purchase, filling out a form, or opting in for a newsletter. While your conversion rate may not mean as much without looking at the ad spend behind it, you can use it as one metric amongst many to evaluate the success of an ad campaign. ### Impressions The number of ad impressions reveals how many people are seeing your ad, whether or not they act on it. If the number of impressions is too low, try expanding your topics or categories to serve the ad in more places. Think, too, about content that might be adjacent to your offerings. For instance, if your brand sells non-stick baking pans, you might place ads on a recipe website that shares healthy desserts. ### Brand Awareness You can use pre- and post-campaign surveys to gauge how well your ad campaign is increasing your brand’s visibility. You can also determine brand sentiment, or what consumers think of your brand, through polls. ## How Does AI Work with Contextual Advertising? We use AI in many areas of our lives today, from helping us create shopping lists or plan a trip to creating contextual advertising campaigns. AI algorithms can work to find the best content to place ads in real time by analyzing: - Content beyond keywords. - Meta data. - Themes. - User intent. - Contextually relevant moments in videos or placements in articles. ## Key Takeaways Contextual advertising targets audiences engaged in related content at a time when they are ready to take action. Rather than serving ads to people within a specific demographic, ad placements depend on the content surrounding the ad. By reaching bottom-of-the-funnel (BOFU) audience members, contextual advertising often leads to a higher ROAS and lower CPA. ## Frequently Asked Questions (FAQs) ### Contextual advertising vs. behavioral advertising: What’s the difference? Contextual advertising places ads based on the content of a specific web page, video, or app. Behavioral advertising relies on tracking user behavior to show ads to people who have visited specific websites or taken certain actions online. ### What is the future of contextual advertising? The future of contextual advertising will rely heavily on AI for more accurate targeting, gauging the full context of the editorial rather than relying solely on keywords or metadata. By using large language models (LLMs) to determine conversion intent (CI) for consumers engaged in various content, contextual advertising can become even more effective. ### Is contextual advertising better than interest-based targeting? Contextual advertising and interest-based targeting can both be effective marketing tactics. Contextual advertising shines when marketers can’t use cookies to collect consumer data. It also tends to reach users at a point when they are ready to make a buying decision, i.e., they’re already highly engaged in content related to brands like yours. Interest-based targeting may reach the right people at the wrong time. ### Does contextual targeting perform better post-cookie? Contextual targeting is an effective marketing solution as we move toward a cookieless internet. In the absence of user data, contextual advertising serves up highly relevant ads at the right time to people who are interested in what your brand has to offer. ### What are the best AI tools for contextual advertising? Performance advertising platform Realize is designed to boost ROAS, conversions, and CTRs by using sophisticated AI technology to determine context beyond keywords and find highly engaged consumers with an intent to buy. Google AdSense is another popular contextual advertising tool and incorporates AI features for optimization. Amazon also uses AI algorithms to deliver contextual ads within its platform. ### How do you choose keywords or categories for contextual targeting? Depending on your advertising platform, you can use its AI to help you find the best keywords and categories for your contextual targeting campaign. --- ### How to Safely Scale Performance Budgets With Automation URL: https://www.taboola.com/marketing-hub/scale-performance-budget-automation/ Last Modified: 2026-03-16 14:15:48 Managing performance budgets at scale is a constant balancing act. Growth requires higher spend, but each budget increase exposes your campaigns to additional risk. Unchecked bidding, runaway ad groups, or underperforming campaigns will drain your budget before you can even determine your return on investment. The most successful performance marketing teams know that sustainable scaling doesn’t mean monitoring your campaigns 24/7: It comes from automation, predictive intelligence, and built-in protections that keep your spend in check. Realize experts Lilly Valente, Alex Christensen, Torogia Stanton, and Emma Zimmerman share their use case insights with us. ## 3 Strategies to Effectively Manage Large-Scale Budgets Without Compromising Performance Gains ### Strategy 1: Delegate Optimization to Value-Focused AI Manual bidding breaks down the moment campaigns begin to scale. When you’re managing dozens or even hundreds of campaigns, real-time decision-making becomes challenging. Bids need to adjust dynamically based on context, competition, and intent, and those are conditions that constantly shift in today’s auction environments. That’s where performance-focused artificial intelligence (AI) can help. #### Why Manual Bidding Creates Risk at Scale Manual bidding introduces several challenges that are amplified when you try to expand your budget: - Delayed responses: Chances are, you aren’t sitting in front of your computer 24/7, monitoring activity. That makes it tough to respond to changes in real time. - Inconsistent performance: Fixed bids don’t adjust as user behavior changes, so performance can swing widely from one day to the next. It becomes almost impossible to maintain steady results when every adjustment relies on manual intervention. - Greater exposure to loss: As budgets grow, even small inefficiencies add up quickly. A single overbid or underperforming placement can drain thousands from your budget before you even realize it’s happening. To protect your budget and maintain ad performance, your decisions should be guided by real-time intelligence rather than set-and-forget inputs. #### Focus on Value, Not Just Clicks Fully automated bidding strategies use real-time signals to prioritize conversions over click volume. These models are continuously learning and adjusting, ensuring that spend flows to the highest-value opportunities. Value-focused bidding takes the guesswork out of cost decisions. When the algorithm is evaluating thousands of signals per auction, campaigns can reach new levels of consistency and scale without the volatility that comes from manual oversight. “The algorithm learns from the data it accumulates over time, so for at least the first seven to 10 days of your campaign — ideally 14 — it’s absolutely crucial not to start making changes. This is the period when the algorithm is figuring out which users are most likely to convert, based on the data you’re feeding it.” - Lilly Valente, Advertising Sales Manager, Realize While automation takes care of the heavy lifting, you remain in control because you’re the one putting guardrails in place. Two commonly used controls are: - Target cost per acquisition (tCPA): Guide the system toward conversions with an expected cost threshold, ensuring predictability as your budget increases over time. - Enhanced cost per click (CPC): This semi-automated approach adjusts manual bids based on conversion likelihood. These options blend automation with strategic oversight, letting you scale confidently while still managing risk. ### Strategy 2: Implement Automated Budget Shields and Protections Higher budgets demand a higher level of protection. The more money you invest in a campaign, the more vulnerable it becomes to waste, whether through underperforming sites, duplicate impressions, or ads that run well past their point of effectiveness. Automated protection layers act as a 24/7 safety net, ensuring budgets remain focused on supply and audiences that consistently convert. Here’s how always-on safeguards keep budgets focused on efficient supply and high-intent audiences. #### Reduce Wasted Spend Through Real-Time Budget Controls Instead of waiting for weekly reporting cycles to identify issues, use automated performance triggers to intervene the moment waste is detected. These protocols can: - Pause or limit spend on underperforming traffic sources.Redirects spend toward stronger supply. - Ensures budgets stay aligned with conversion efficiency. “You should look at SpendGuard as a safety net: If a site is underperforming, it automatically cuts spend, so you’re not throwing good money after bad.” - — Alex Christensen, Advertising Sales Manager, Realize #### Use Logic-Based Rules to Maintain Always-On Optimization Customized logic allows you to set specific "if-then" triggers based on live performance. This ensures your campaigns are being optimized even when your team is offline. Effective rules include: - Pause campaigns or creatives when CPA exceeds your threshold. - Shift budgets toward high-performing campaigns. - Reduce bids on segments that stop converting. - Increase spend only when your return on ad spend meets goals. “Using these rules is a lifesaver. You can set a threshold where, for example, if CPC or CPL climb to a certain number, it cuts spend across that part of the campaign, site, or channel. It’s all automatic — you don’t even have to look at it.” - — Alex Christensen, Advertising Sales Manager, Realize #### Prevent Ad Fatigue With Frequency Caps Ad fatigue is one of the most common — and preventable — drivers of wasted spend at scale. Frequency controls reduce the number of times an ad serves to an individual user. This helps you maintain your ad’s reach without overserving your audience. Frequency controls: - Reduce ineffective impressions. - Improve user experience. - Protect budgets from diminishing returns. - Extend the lifespan of creative assets. At scale, using frequency control is essential to protect your budget and get the most out of each campaign. “Applying automated frequency limits allows you to get your ads in front of customers without overserving them. These controls reduce ineffective impressions and protect budgets from diminishing returns.” - — Torogia Stanton, Advertising Sales Manager, Realize ### Strategy 3: De-Risking Future Spend With Predictive Insights Strong performance is only part of scaling effectively — you also need to understand what tomorrow’s performance will look like. Before increasing your budgets or altering your CPA goals, you’ll need visibility into how each change will affect conversions, cost, and efficiency. Predictive intelligence eliminates guesswork and provides a safe path to scale in some key ways. #### Establishing a Systematic Performance Feedback Loop Maintaining a disciplined approach to performance oversight ensures consistent visibility into how increased spend affects your ecosystem. By establishing a regular, methodical review of key metrics, you can identify trends over time (daily, weekly, or monthly) and isolate the specific data points needed to guide smarter optimization decisions. By implementing a rigorous cadence of data analysis, you can: - Anticipate Market Shifts: Spot emerging performance trends or volatility early, allowing for course correction before they impact the bottom line. - Isolate High-Impact Variables: Filter out noise to focus exclusively on the most relevant KPIs that indicate whether a campaign is healthy enough to support additional scale. - Audit Strategic Impact: Maintain a reliable record of cause and effect, understanding exactly how specific budget adjustments influence overall campaign health and efficiency. “To scale successfully, you have to move beyond manual data pulls and embrace a systematic review of your performance metrics. By establishing a consistent data cadence — whether daily or weekly — you gain the visibility needed to identify high-impact trends before they affect your bottom line. This structured approach allows you to filter out the noise and focus exclusively on the KPIs that matter, ensuring your optimization decisions are always guided by a reliable audit trail of how budget adjustments are influencing overall campaign health.” — Alex Christensen, Advertising Sales Manager, Realize #### Centralized Management Prevents Operational Errors Scaling often means monitoring dozens, or even hundreds, of campaigns. Using unified management workflows makes it possible to update settings across large sets of campaigns instantly, including: - Budgets. - Schedules. - Geo-targeting. - Site targeting. “These workflows let you edit most or all of your ads at once, which saves a ton of time. We have a UTM macro that will put custom ID names in the UTM field for every ad. If you do this at the campaign level, it will add it to every single ad automatically as a safeguard against potential data loss.” - — Emma Zimmerman, Solutions Engineer, Realize ## Key Takeaways Safely managing budgets at scale requires more than manual oversight and reactive optimization: You need a comprehensive system that includes automation, predictive intelligence, and control that protects spend while still powering growth. Successful performance teams rely on value-driven AI to optimize bids, while automated safeguards block inefficient placements and prevent unnecessary exposure as budgets grow. Predictive tools strengthen decision-making by helping you see expected outcomes before you make changes to your budget or targets. When combined with bulk management capabilities, you can scale confidently and efficiently, with sustainable results. ## Frequently Asked Questions (FAQs) ### 1. How can I stop budgets from being wasted on underperforming placements automatically? Automation is the best way to prevent your ad spend from flowing to sites or pages that fail to deliver meaningful results. These solutions continually evaluate how each placement is performing and automatically limit or block your budget from going to sources that aren’t performing. ### 2. How can I test budget increases or CPA changes before applying them live to see the estimated impact? Large budget changes always carry uncertainty, which is where a forecasting tool can make a big difference. This technology uses past data to simulate how your campaign will perform if you make tweaks to your budget levels or targets. This can give you a clearer picture of the impact to your conversions and efficiency before you change anything in the live environment. ### 3. How can I make large-scale changes (e.g., budget adjustments across hundreds of campaigns) without risking manual errors? When you’re managing a large campaign volume, manual updates can quickly become error-prone and time-consuming. Bulk editing tools solve this by letting you apply changes to budgets, schedules, geo-targeting, and site targeting across multiple campaigns at once — all within one streamlined workflow. --- ### Travel Marketing Trends 2026: How to Make Your Spend Go Further URL: https://www.taboola.com/marketing-hub/travel-marketing-trends/ Last Modified: 2026-03-02 08:53:19 Travel behavior continues to shift as technology, costs, and expectations evolve. From immersive experiences to AI-powered personalization, the travel landscape in 2026 demands more precise targeting, faster testing, and tighter alignment between campaigns and trip-planning behavior. Here are five key trends shaping travel marketing in 2026, to help your brand stay competitive and connected to today's travelers. ## Trend 1: The Continued Rise of Experiential Travel and Personalization Travelers in 2026 are not just booking trips, they’re building experiences around identity, interests, and values. Many travelers now view wellness retreats, literary-themed getaways, and cultural stays as investments in personal growth rather than escapes. More thoughtful travel is pushing travel marketers to move past generic packages toward curated, interest-based experiences. You can see the shift toward alternative accommodations and slower travel. Farm stays, cabins, and other rural rentals appeal to travelers who want to unplug and reconnect with nature. Major cultural and sporting events are also driving demand for marquee trips centered around a single experience, with travelers willing to pay for upgraded accommodations, premium seating, and tailored add-ons. Source: Kayak The real opportunity is to match people with personalized trips instead of interchangeable itineraries. Segment audiences by interests, intent, and values, then use first-party data to highlight the best combination of stays, activities, and experiences for each group in your ads and landing pages. You will see more conversions and repeat bookings when your creative reflects what travelers care about. Key stats to know: - 91% of travelers say they seek getaways focused on reading, relaxation, and quality time with loved ones. - 84% of travelers are interested in staying on or near a working farm at least once, and 57% of travelers say they are likely to attend a uniquely regional sporting experience while on a trip, per the same report. - About one in four travelers describe their ideal getaway as a mix of soft adventure and relaxation, and another 23% say they are adventure- and nature-seekers. ## Trend 2: The Dominance of Mobile and Seamless Digital Experiences in Travel Mobile is the default channel for most trip planning and booking in 2026. Many travelers now research options, compare prices, and complete bookings on their mobile devices. They expect fast, intuitive experiences that make it easy to move from inspiration to purchase in just a few taps. If it takes longer or the page lags, travelers are often likely to abandon the booking. Slow load times, clunky forms, required account creation, or missing payment options can cause a drop-off almost instantly. Mobile-first is now a practical requirement for travel marketers. It calls for landing pages optimized for small screens — clear calls to action, low-friction forms, and cross-device continuity. Analytics should focus on where mobile users abandon the process so you can quickly address friction points. Key stats to know: - 74% of travelers book flights through airline websites or apps. - 54% of lodging bookings are made directly through brand sites or apps, rather than third-party channels, per the same report. - 80% of Millennials and Gen Z respondents preferred using travel planning apps or social media to plan trips, and 66% typically download the travel apps they need before departure. ## Trend 3: Leveraging Influencer Marketing and User-Generated Content in Travel Influencer partnerships and user-generated content have become core tools in travel marketing. Travelers rely heavily on real people to show what a destination or experience feels like. Short-form videos, creator-hosted itineraries, and guest photos often outperform traditional brand ads, especially among younger audiences who are skeptical of polished campaigns. Expectations for authenticity are high: Travelers prefer creators who share authentic, realistic travel content, including budget information and honest reviews. In response, brands are building longer-term partnerships with niche creators who speak directly to specific segments and structuring campaigns so that creator content feeds into ad units, landing pages, and email flows. Marketers are also paying closer attention to the emotional impact of travel content. Constant comparison with polished social feeds can leave travelers feeling pressured and dissatisfied with their own trips. In response, marketers are moving toward more transparent messaging, clearer sponsored content labels, and stories that reflect a wider range of budgets, life stages, and travel styles. Think beyond one-off influencer posts: Build ongoing partnerships with creators whose audiences match your key segments. Set guidelines for creators that encourage transparency and authenticity rather than unrealistic highlight reels. Also, add simple prompts for guests to share photos and reviews you can reuse. Key stats to know: - 81% of Gen Z respondents use social media every day. - More than half of Gen Z report spending at least 3 hours per day on social platforms, according to the same survey. - Among Gen Z travelers, 59% look to Instagram, 54% to YouTube, and 47% to TikTok for trip inspiration. ## Trend 4: The Importance of Data and Analytics for Travel Marketing Insights In 2026, data and analytics are central to effective travel marketing. As privacy rules tighten and third-party cookies lose value, brands are relying more on first-party data from bookings, loyalty programs, site behavior, and in-trip interactions. The goal is to understand how people plan and experience travel, and then use those insights to tailor offers, content, and timing. Generative AI is reshaping how both travelers and marketers plan trips and campaigns. Travelers are experimenting with AI tools for destination research, itineraries, and recommendations. On the marketing side, AI can help segment audiences, predict demand, and surface relevant offers almost in real time. When those tools sit on solid data foundations, teams can move from broad targeting to more precise campaigns that focus spending on the segments and offers that convert. Source: Deloitte Travelers expect more control over how brands use their information, too. Clear consent, straightforward privacy language, and a focus on value exchange are critical. Brands that demonstrate how data drives better experiences and deals are more likely to earn the trust needed to build robust first-party profiles. Audit your data, tighten first-party segments, and experiment with AI-driven tools to improve forecasting and personalization. Start with a few clear use cases, such as improving conversion on high-intent landing pages or predicting repeat booking windows, measure the impact on revenue and efficiency, and then expand. Key stats to know: - Among travelers who used generative AI in 2025, 61% used it to research activities and attractions at their destinations. - 15% of travelers used generative AI in their trip planning, per the above report, up from 10% the previous year. - Industry data indicate a 64% annual increase in AI usage in travel. ## Trend 5: The Evolving Role of Social Media and Emerging Platforms in Travel Social platforms are often the starting point for many travel plans. Short-form video, live streams, and interactive content drive destination discovery as much as traditional search. Platforms are also adding more search tools, reviews, and booking features, enabling travelers to move directly from a clip or post into research and reservation flows. Social media functions as an inspiration engine, a reputation hub, and a performance channel. Travelers increasingly treat social feeds and search bars as hybrid search-and-review platforms, making relevance and recency especially important. Consistent content, creator collaborations, and structured user-generated campaigns are essential for staying visible. Social listening and community management also matter more, since comments and messages often reveal objections and questions before they show up in performance metrics. Marketers are also more aware of how travel content affects mental health and expectations. Many people feel pressure to match what they see online, which influences how they evaluate destinations and deals. Brands that acknowledge this reality and focus on honest, grounded storytelling in their social creative are better positioned to build trust, especially with younger audiences who are sensitive to inauthentic messaging. Treat social media as a full-funnel channel: Invest in video-led storytelling and build processes for sourcing and reusing user-generated content, then use listening tools to track shifts in sentiment so you can adjust creative, messaging, and offers before issues turn into reputation problems. Key stats to know: - Social media is the top media channel for Gen Z, with more than half spending at least 3 hours per day on social platforms. - A Pew Research Center survey showed that 84% of U.S. adults use YouTube, and 71% use Facebook. - 50% of adults report using Instagram, while 37% use TikTok, per the above study. ## Key Takeaways Relevance and trust drive travel marketing in 2026. Travelers are seeking personal, intentional experiences that align with their values. They're using mobile devices, social media, and AI tools to plan every step. Younger generations also expect more authenticity, a sharper focus on sustainability, and content that more closely reflects their own experiences. The path forward is to put audience insight at the center of strategy, then use mobile-first design, creator partnerships, smart data use, and honest storytelling to meet travelers where they already are. Teams that regularly test and adapt to these five trends tend to lower acquisition costs, grow direct revenue, and maintain healthy booking pipelines as travel behavior shifts. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for travel in 2026? The most effective channels are search, paid social, and your owned channels, such as your site, app, and email. Use search to capture high-intent demand, paid social to generate demand and retarget, and owned channels to convert and drive repeat bookings. ### How can travel brands build loyalty through digital marketing? Build loyalty with a clear program, consistent communication, and offers tied to booking and browsing behavior. Relevance turns one-time bookers into repeat customers. ### What are some successful examples of digital travel marketing campaigns? Jet2 turned an organic TikTok meme around its “Nothing Beats a Jet2holiday” audio into fuel for awareness, then leaned in with platform-native content and challenges to sustain momentum. Wyndham’s “Where There’s a Wyndham, There’s a Way” is a cleaner, brand-led example that unifies multiple hotel brands and Wyndham Rewards under one message and extends it across channels to drive bookings and loyalty. ### How is AI impacting the travel marketing landscape? AI is improving targeting and personalization, accelerating creative testing, and reshaping how travelers research and plan. That makes on-site assistance and smarter offers more important. ### What are the key metrics for measuring success in digital travel marketing? Prioritize cost per booking, revenue per campaign, repeat booking rate, and direct and branded traffic growth. You will see whether efforts are building profit, rather than just vanity metrics. --- ### How to Choose the Right Strategy for Campaign Budget Adjustments URL: https://www.taboola.com/marketing-hub/campaign-budget-strategy/ Last Modified: 2026-03-02 08:39:08 Budget adjustments are a constant part of a performance marketer’s daily work. Getting these adjustments right can mean better conversions, reach, and ultimately revenue, while miscalculating means wasted money that could have been put to better use elsewhere. Bulk budget adjustments and automated adjustments both offer trade-offs in terms of control, speed, and precision. Here, we explore both manual bulk budget adjustments and automated custom rules-based adjustments, and examine how each method helps to control spend and maximize performance. Understanding these differences will help as you’re building a budget strategy for your own performance marketing campaigns. Our Realize experts Melissa Stricker, Associate Advertising Account Manager, Malik Elijah Ward, Senior Advertising Sales Manager, and JeQuan Norris, Advertising Account Manager give us valuable insights from working with performance advertisers on the open web. ## When to Use Bulk Adjustments for Hands-On Control Performance marketers generally choose bulk budget adjustments when they’re making large, strategic shifts. For example, if you’ve been allocated extra budget to use up by the end of year, or you want to test ad copy variations uniformly, you can choose bulk edits. If the data shows that one particular audience segment is outperforming others, use bulk edits to adjust accordingly and improve ROI. It’s also a useful way to change campaign groups or other fields across the board. Bulk adjustments are ideal for speed, uniformity, and hands-on control for making large, strategic shifts. Here’s when to consider this option: ### Applying Uniform Changes Across Hundreds of Campaigns These bulk budget adjustments allow advertisers to apply the exact same change — such as increasing a daily spend limit — across many campaigns simultaneously in a single, error-reducing step. When you need to work quickly, this method is essential for macro-level management. "By making these changes all at once across your campaigns, you ensure your performance isn’t inhibited," says Taboola associate advertising account manager Melissa Stricker. ### Applying Scheduled and Immediate Spending Changes The bulk edit approach is best used for specific, time-bound events, such as an end-of-quarter budget push or reacting to a sudden competitive shift. An advertiser gets immediate, full control over the spend with bulk edits. Performance marketing platforms such as Realize allow users to modify up to 200 campaigns simultaneously with Bulk Edit. This reflects the sheer volume of programs that many performance marketers are managing, and the need to make continual tweaks efficiently. ## When to Use Custom Adjustments for Autonomous Efficiency Performance marketers use custom budget adjustment rules to add automation for speed and efficiency. Performance marketing teams juggle multiple campaigns reaching multiple audiences across formats and channels on the open web, which can easily become complex. Using automation saves time and leads to better outcomes, without depending on human intervention to take advantage of opportunities or pause a losing strategy. Custom, rules-based budget adjustments are a way to add continuous, conditional automation for both budget protection and scaling. Here’s when to consider this option: ### Implementing 24/7 Conditional Logic (Stop/Loss) When you set up custom rules, like in the Realize platform, they operate on predefined metrics (such as CPA) to automatically pause underperforming elements or adjust budgets. You can set the conditions for a pause or budget reduction depending on your audience, campaigns, and goals. The custom rules act as a continuous 24/7 safeguard that protects spend as soon as performance drops — something human teams cannot replicate. “I recommend implementing custom rules to safeguard your budget,” says Taboola senior advertising sales manager Malik Elijah Ward. “If, for example, a site spends 3-4x your daily budget with a CPA over $150 within a seven-day window, it should be blocked automatically. This ensures that even in your high-intent placements, you have protection in place that prevents wasted spend without requiring manual intervention.” ### Adding Automated Scaling for High-Performing Campaigns Custom budget adjustment rules are also essential to capturing campaign momentum and scaling up immediately. These rules detect when a campaign is exceeding performance goals (such as when CPA is below target) and automatically increase the budget to capture more conversions. It’s a hands-off way to scale high-ROI campaigns instantly, and doesn’t require human maintenance when performance starts going up. ## How to Choose the Right Tool: Bulk for the Macro, Rules for the Micro Each of these tools has its place, and performance marketing teams have to decide which to use, and when, for their particular goals. Budget management is part of a holistic marketing strategy that balances human input versus automation. Realize includes both, so marketers can make changes and establish rules all in one place. The most successful budget management strategy is the intelligent integration of both tools. Bulk is for the overall campaign portfolio management, while custom rules handle the continuous, granular, conditional optimization and risk management. To put it another way, bulk rules are for “what now,” while custom rules are for “what if/always.” “Platform tracking gives you great insight,” advises Taboola advertising account manager JeQuan Norris. “I recommend utilizing Custom Rules, which can either block specific elements, or adjust spend based on campaign performance, pushing scale in the moments you need it the most and decreasing spend if ever you see a drop in campaign efficiency. Integrating these rules allows you to optimize as efficiently as possible, ensuring you aren't just reacting to data, but staying ahead of it.” ## Key Takeaways As with performance marketing as a whole, budget management requires the use of the right tools at the right time to succeed. Teams need both bulk adjustments for macro-level changes and custom adjustments for continuous, micro-level optimization. Apply automation when you need continuous, conditional logic, and keep hands-on control for large, instantaneous shifts to strike the right balance between dynamic campaigns and advertising time costs. ## Frequently Asked Questions (FAQs) ### What is the main difference between manual and automated budget changes? Performance marketers work with speed and strategic insight to make sure ads are reaching the right audiences and driving conversions. Budget changes happen frequently, so both manual and automated budget changes play a role in a marketer’s toolkit. Manual, or bulk changes, allow for one immediate update across multiple campaigns at the same time, and users get the benefits of speed and uniform control. Automated changes, or custom rules, apply conditional logic so that budgets are constantly managed based on predefined performance metrics. Modern performance marketing platforms should include both options for flexibility. Realize includes Bulk Edits for users to update multiple campaigns immediately in one step, while Custom Rules runs 24/7 to automate budget management, continually adjusting budgets based on campaign results. ### When should I use the bulk method over automated rules? Using bulk budget adjustments versus automated rule budget adjustments will vary based on performance marketing needs and goals, along with campaign timing. Use bulk adjustments when you need to apply the same immediate change across many campaigns at once. That might be something like, “increase budget by 10%,” along with other scheduled events or large-scale strategic pivots. Within Realize, you can use Bulk Edit to apply immediate changes across up to 200 campaigns. Those changes include modifying budgets and schedules to drive stronger ROI. ### How do custom rules protect against wasted spend? Performance marketers can choose custom rules versus bulk adjustments to carefully protect spend even when they’re not at the computer to monitor performance. Custom, automated rules can be set up to monitor whatever performance metric is essential to the business, such as CPA or conversion rate. Then, the rule can be set to pause or decrease campaign budget when that number stops performing — or increase budget when performance climbs. Custom Rules, such as in Realize, automate campaign management by pausing underperforming ads and adjusting budgets based on campaign results, so performance marketers prevent wasted spend and only scale what’s working. “Instead of manually blocking underperforming sites every day, you should automate this process,” says Stricker. “You can set a rule so that if a site’s CPA hits a certain threshold — for example, over $200 — it’s automatically blocked. This protects your spend around the clock and keeps your focus on scaling what works.” --- ### What Is an Advertiser? Turning Digital Discovery Into Dollars URL: https://www.taboola.com/marketing-hub/advertiser/ Last Modified: 2026-03-19 13:36:32 In the digital world, we’re always being sold something, but who exactly is it that’s doing the selling? In 2026, being an advertiser is a mix of being part data scientist and part storyteller, navigating a chaotic ecosystem of algorithms to turn a casual scroller into a loyal customer. ## What Is an Advertiser? At its core, an advertiser is any brand or person paying to get their message in front of an audience. They represent the “demand side” of the digital economy. While the publisher provides the content, the advertiser provides the ads and the budget to make things grow. ## Types of Advertisers and Their Roles While all advertising may share the same basic end-goal, getting there looks different depending on which type of advertiser is doing it. ### Performance Advertisers For performance advertisers, every ad is a tiny scientific experiment with a clear hypothesis: “If I show this particular creative to this type of person, will they click?” Their entire role revolves around the bottom of the funnel, and they aren’t interested in vanity metrics like views or likes unless those numbers eventually end up at a purchase, a sign-up, or a qualified lead. Data rules everything around them, and they’re constantly tweaking headlines and images to squeeze every bit of value out of their budget. Because of this, modern performance advertising platforms use deep learning to analyze what users are reading on the open web, and help advertisers find discovery-mode audiences who are actually primed to take action, instead of just shouting into the endless void of social media. Performance advertisers use this technology to place their message in high-quality editorial environments where the user is already in a reading and learning mindset, making that final conversion much more likely. ### E-Commerce Advertisers If e-commerce advertisers are the digital storefront owners of the internet, then their primary mission is to turn window shoppers into buyers. They live in a fast-paced world of inventory updates, seasonal sales, and abandoned carts, but their real responsibility is to bridge the gap between a user’s screen and their doorstep. Most often, they’ll do this using dynamic product ads that show you exactly what you were looking at ten minutes ago. For these advertisers, success is measured by the return on ad spend (ROAS) and ensuring the cost to acquire a customer doesn’t eat up their entire profit margin. They’ll often leverage tools like carousel ads or social importers to showcase a variety of products in a single glance. By creating a frictionless path from a discovery click to a checkout button, e-commerce advertisers ensure that the open web acts as a 24/7 global mall. ### B2B and Lead Gen Advertisers While e-commerce is about the quick sale, B2B (business-to-business) and lead generation advertisers play more of a matchmaker role. Their goal isn’t necessarily an immediate credit card swipe; it’s a conversation. They might be offering a whitepaper, a free trial, or a consultation, and their role is to identify high-intent professionals who have a specific business problem, eventually enticing them to find out more. These advertisers focus heavily on targeting by job title, industry, or contextual signals. They use display and native ads to establish authority and trust, knowing that their sales cycle might take weeks or months. Success for them is measured in qualified leads — as in, real people with real budgets who are actually ready to talk to a sales team. ## Advertiser Goals and Objectives Performance advertisers don’t just want digital applause — they’re more focused on bottom-of-funnel metrics like purchases, qualified leads, and sign-ups. If an ad doesn’t move the needle on the balance sheet, it’s back to the drawing board to adjust it and see how to get more clicks. ### Building Brand Awareness This is all about making sure your name is familiar, so when a customer eventually needs what you’re selling, you're the first brand that clicks in their mind. ### Driving Sales and Conversions The heartbeat of performance marketing. Modern platforms use deep learning to find users in a discovery mindset, placing your product in front of them right when they’re actually primed to take action. ### Lead Generation and Customer Acquisition For service brands, it’s about gathering high-intent leads — people who fill out a form or request a quote. By targeting specific reading habits, you fill your sales funnel with people who actually need your service. ### Measuring Return on Ad Spend ROAS is the ultimate scorecard. If you spend $1 and make $5, you’re clearly winning. Performance advertisers live by this number, constantly tweaking their creative to ensure every dollar works as hard as possible. ### Budget Optimization and Performance Scaling Once you find a winning formula, the next step is to scale. AI-powered tools allow advertisers to automatically adjust bids in real-time, helping them reach millions of new users while keeping costs stable. ## Advertisers in the Digital Advertising Ecosystem The digital world is a massive web. That’s why advertisers use a specific tech stack to find their way through it. ### Advertisers and Ad Networks Think of an ad network as a broker. Instead of calling every news site individually, you can use a network to get instant access to thousands of premium sites in one place. ### Programmatic Advertising and DSPs Programmatic is the brain and engine of media buying. Advertisers use Demand-Side Platforms (DSPs) to set their parameters, then let software handle the auction process automatically and more efficiently than humans ever could alone. ### Private Marketplaces and Automated Bidding PMPs are invite-only auctions for premium ad spots. Advertisers use automated bidding to win these high-value placements in milliseconds, ensuring they never overpay for a click. ### Data-Driven Targeting and Audience Segmentation No more spray and pray. By using behavioral signals — like what someone is reading right now — ad platforms help you find users based on their current intent, rather than just their age or gender. ## Advertiser vs. Publisher: Key Differences These two need each other, but their day jobs are very, very different. ### The Goal (Selling vs. Monetizing) Advertisers want to move products, while publishers want to keep people engaged to earn revenue from that attention. ### The Flow of Capital Advertisers are the investors spending a budget, while publishers are the recipients using that money to fund their content. ### Inventory Management Advertisers manage creative inventory (the ads). Publishers manage digital real estate (where those ads sit on the page, or placements). ## Measuring Advertising Success Basically, if you can’t measure it, you shouldn’t be spending your money on it. Advertisers use data to prove that their creative is actually working, which gives a much better indication of where the best investment would be. ### Key Performance Indicators (KPIs) KPIs are the North Star for any campaign. For a performance advertiser, these are usually hard conversion goals. They serve as the primary evidence that a campaign is meeting its business objectives, and help teams stay aligned on what hitting those goals actually looks like. ### Engagement and Conversion Metrics While a click-through rate (CTR) tells you if your ad is interesting, conversion metrics tell you if it’s profitable. Advertisers track actions like “Add to Cart” or “Email Signup” to see exactly where users are dropping off in the journey. ### Attribution Modeling Approaches Attribution is about giving credit where it’s due. Whether it’s First Click or Last Click, advertisers use these models to figure out which specific ad actually convinced the customer to buy, helping them understand the true value of the open web. ### ROI and Cost Metrics (CPA, CPC, CPM) These are the unit economics of advertising. From the cost per thousand impressions (CPM) to the cost per actual customer (CPA), these metrics ensure the advertiser isn’t spending more to acquire a customer than that customer is worth. ## Key Takeaways Advertisers fund the free internet by connecting products with the right people. Performance advertisers are laser-focused on bottom-of-funnel results, i.e., sales and leads, and many use advanced modern performance advertising platforms to help simplify the open web and scale where social media can’t. ## Frequently Asked Questions (FAQs) ### How can advertisers effectively test and optimize creative content? Advertisers can A/B test multiple versions of creatives to see which designs, messaging, and calls-to-action perform best. Continuous testing and data-driven optimization help improve engagement and ROI. On the open web, this is a game where speed is everything. Using the right platform, performance advertisers can test dozens of headline and image combos simultaneously. The AI then automatically funnels your budget into the winners, ensuring your bottom-of-funnel goals are met without the tedious and exhausting manual guesswork. ### What role does audience segmentation play in campaign performance? Audience segmentation allows advertisers to target specific demographics and behaviors, making ads more relevant to people who would buy the product. This precision typically increases conversion rates as well as cost efficiency. For high-level performance, it’s all about intent: Modern platforms target users based on what they’re consuming in that current moment. If they’re reading about fitness, they see your gym supplement ad right then. This hits them in a discovery mindset, which is much more effective than catching them mid-scroll on social media. ### How can advertisers ensure brand safety while running digital campaigns? Advertisers maintain brand safety by using vetted networks and tools that block low-quality content. This is what reduces the risk of appearing alongside inappropriate material. That’s why, when scaling on the open web, sticking to premium environments is key. --- ### Retail Marketing Trends 2026: Understanding What Works URL: https://www.taboola.com/marketing-hub/retail-marketing-trends/ Last Modified: 2026-03-02 08:47:33 Retailers face slower growth, higher costs, and tougher competition in 2026. Shoppers are more price sensitive, journeys are more complex, and every channel is crowded. Online retail already represents trillions of dollars in annual sales and a growing share of total spending, so digital choices have a bigger impact on revenue and profit. The strongest retail brands connect channels, use data responsibly, and take sustainability seriously. They also give shoppers a straightforward path from discovery to purchase. Here are five retail marketing trends shaping how brands plan and measure campaigns in 2026. ## Trend 1: The Blurring Lines of Online and Offline Retail Many shopping journeys span multiple channels rather than remaining in one place. Consumers research on a phone, compare prices on a laptop, and complete the purchase wherever it’s most convenient. Retailers are responding by moving from separate e-commerce and store strategies to unified commerce. Unified commerce means a single inventory view, consistent offers, and a connected identity across web, app, and stores. Hybrid fulfillment options link online ordering with store pickup. Buy online, pick up in store, curbside pickup, and lockers let shoppers combine online convenience with store speed. Digital campaigns are major drivers of store traffic, using geotargeting, dynamic creative, and clear routes into store locators and pickup options. Mobile apps and loyalty programs help connect these touchpoints when data lives in a single system. Stats to know about omnichannel retail: - 96% of global retail executives expect industry revenues to grow in 2026. - Per the same source, 81% of those executives expect profit margins to expand in the year ahead. ## Trend 2: Personalization and Customer Data Platforms in Retail Marketing Retailers collect substantial first-party data from purchases, browsing, and loyalty programs. Turning that data into experiences that feel helpful without crossing privacy lines is the hard part. Shoppers expect brands to recognize them in simple, practical ways, and they notice when offers, recommendations, or loyalty treatment feel random. Customer data platforms (CDPs) aggregate transaction history, browsing behavior, and engagement signals into a single profile. Retailers then build more precise audiences for email, onsite tools, native campaigns, search, and social. They can also layer AI models on top to predict what someone is likely to need next. Retail teams are tightening consent flows, preference centers, and guardrails around how AI uses customer data so targeting gets smarter without eroding trust. What the numbers say about retail personalization: - 75% of shoppers say a consistent experience across retail websites, mobile apps, email, social media, and stores is important, but only 41% say brands deliver it today. - Per the same report, 69% of consumers want retailers to anticipate their needs with relevant offers or information at the right moment, yet only 35% think brands are doing so well. - The report also states that 87% of consumers expect retailers to handle their personal data responsibly and securely, while just 46% believe brands are doing so. - 45% of retailers report using generative AI to manage customer experiences, says the same study. ## Trend 3: The Continued Growth of E-commerce and Social Commerce in Retail Online sales remain a major part of retail growth, even as competition increases. Growth has slowed from past surges, but continues from a much higher base. Retailers are shifting from simply being online to making e-commerce profitable and predictable. Retail teams are tuning site speed and checkout flows, improving product content, and using marketplaces and retail media alongside owned sites. Social commerce also plays a big role: Shoppers discover, validate, and buy directly on platforms such as Instagram and TikTok, often without visiting a traditional e-commerce site. Live shopping and short-form product videos are part of this shift. Retailers are testing creator-hosted streams, shoppable videos, and vertical ad formats to shorten the path from discovery to checkout. Native on the open web remains important for capturing demand beyond closed ecosystems and driving qualified traffic to optimized product pages and content. Source: Adobe E-commerce and social retail by the numbers: - U.S. shoppers spent $257.8 billion online during the 2025 holiday season from November 1 to December 31, an increase of 6.8% year over year. - Consumers spent more than $4 billion online in a single day, on 25 different days during the 2025 holiday season, up from 18 such days in 2024, per the same report. - The report adds that mobile shopping accounted for 56.4% of online transactions during the 2025 holiday season, and 66.5% of online sales on Christmas Day. - Traffic to retail sites from generative AI tools during the 2025 holiday season was up 693.4% compared with the prior year, according to the report linked above. ## Trend 4: The Importance of Sustainability and Ethical Practices in Retail Marketing Sustainability has become a key factor for many shoppers, especially in fashion and beauty. People want clear information: They want to know what materials you use, how you source, how you package, and whether you’re improving. Source: Shorr Retailers that take this seriously are tying marketing to real work in product development and operations and publishing clearer impact numbers. They’re also testing circular models like resale, take back, and repair programs. The challenge is credibility: Shoppers are willing to pay more for sustainable products, but they don’t automatically believe brands’ claims. Brands earn trust when they share clear information and real examples. Digital campaigns can support this by using native articles, video, and sponsored content to explain how sourcing, packaging, and community work are changing. Key numbers on ethics and sustainability in retail: - 54% of consumers report consciously purchasing products with sustainable packaging in the last six months. - 90% of consumers say they are more likely to buy from brands that use sustainable packaging, per the same report, and 43% of consumers are willing to pay more for a product with sustainable packaging. - The report adds that 39% of consumers report switching to a competing brand because that brand offered more sustainable packaging. ## Trend 5: Leveraging Augmented Reality and Virtual Reality in Retail Augmented reality (AR) and virtual reality (VR) are shifting from novelties to useful tools that help shoppers decide what to buy. AR fits naturally into mobile-first journeys, letting people see how a sofa looks in their living room or how glasses fit their face, either at home or in a store. Retailers are using AR for try-ons, room visualization, and richer product information on shelves and packaging. Good AR experiences mean fewer surprises after delivery and fewer returns in categories like fashion and furniture. Most VR use in retail still centers on high-involvement purchases and brand experiences. Broader AR market forecasts and consumer adoption data indicate retailers are testing these tools now rather than waiting. For advertisers, AR and VR show up in shoppable lenses, 3D product previews on mobile landing pages, and interactive ad units that let people try or place products before they click through. These formats can increase time spent with a product and help nudge people closer to purchase. Stats to know about AR and VR in retail: - The global AR in retail market is projected to grow from $7.84 billion in 2024 to $105.87 billion by 2033, at a compound annual growth rate of 32.4%. - In recent retail AR surveys, about 61% of consumers prefer retailers that offer AR experiences. - In the same research, nearly half of consumers say AR content on packaging would increase their loyalty to a brand. ## Key Takeaways Retail marketers need to connect in-store and online experiences, use first-party data more effectively, and keep e-commerce and social commerce profitable. Shoppers also weigh how brands handle sustainability and how helpful tools like AR and VR feel in practice. Strong brands treat these trends as part of a single plan and use them together to make shopping simpler and more useful. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for retail in 2026? Retailers see better performance by combining search and shopping ads for intent with social, native, and retail media for discovery. Those channels work best when they drive people to clear product pages or store visits. ### How can retailers combat online competition? Skip the price war. Improve the experience, offer convenient pickup and delivery, invest in honest product content and AR tools, and use loyalty programs that reward repeat buyers. ### What are some successful examples of retail digital marketing campaigns? American Eagle’s “good jeans” campaign with Sydney Sweeney ran across social, video, and stores, generated tens of billions of impressions, sold out key items, and helped lift the company’s stock after strong earnings. E.l.f. Beauty’s “Give an e.l.f.” campaign tied bold creative and high-visibility out-of-home placements to its impact report and multimillion-dollar giving, reinforcing the brand’s values and supporting continued sales and investor momentum. ### How is AI impacting the retail marketing landscape? AI already supports targeting, bidding, recommendations, creative testing, chatbots, forecasting, and pricing. Teams get the most value when they share those insights across channels and set clear rules for data use and privacy. ### What are the key metrics for measuring success in retail digital marketing? Track revenue, margin, and profit by channel, along with customer acquisition cost versus lifetime value. Teams should also watch conversion rate, average order value, returns, key engagement metrics, and, for omnichannel retailers, store traffic and offline sales linked back to digital campaigns. --- ### Mobile Marketing Trends 2026: What's Working, and Why URL: https://www.taboola.com/marketing-hub/mobile-marketing-trends/ Last Modified: 2026-03-02 08:49:36 Mobile is the primary channel through which customers experience your brand, often long before they see it anywhere else. Strong mobile campaigns start with understanding how people scroll, search, and buy on their phones, rather than treating mobile as simply a smaller version of desktop. Here are five trends shaping mobile attention in 2026, and what they mean for your marketing strategy. ## Trend 1: The Primacy of Mobile-First Experiences and Optimization Mobile shoppers abandon sites quickly when design and performance hinder their experience. Slow load times, crowded layouts, or tiny tap targets give people a reason to leave and choose a smoother site. That’s why a mobile-first approach starts with design and performance. Teams should plan layouts, navigation, and forms for small screens first, then adapt them for desktop. Menus stay simple, tap targets stay large, calls to action stay clear, and pages load quickly with lean code and compressed assets. Source: Web Almanac Mobile SEO has become baseline SEO: If your pages are not fast, responsive, and easy to crawl on mobile, it will affect how you show up in rankings, as well as in how often your content appears in features such as carousels and rich results. Voice searches and on-the-go queries only raise the bar further. Stats on mobile usage and performance: - In 2025, consumers spent roughly 5.3 trillion hours in apps on iOS and Google Play, up nearly 4% year over year. - The average smartphone user spends over 3.6 hours per day in apps, across 34 apps per month. - 62% of mobile pages achieved a “good” Largest Contentful Paint score in 2025, compared with 74% of desktop pages. ## Trend 2: Leveraging AI and Personalization in Mobile Marketing Marketing teams lean on artificial intelligence (AI) to plan, create, and adjust campaigns. In mobile channels, it supports ad targeting, recommendations, in-app experiences, and chat-based support. AI also helps tailor mobile experiences in real time. Brands can adjust creative by audience, device, and context, surface products based on recent browsing, and time push notifications to when people are most likely to respond. Predictive analytics can flag churn risk, suggest next-best offers, and guide retention efforts. Dynamic creative optimization can automatically swap in the strongest assets, while responsibly-used location signals help tailor offers to where people actually are. Marketers are relying more than ever on platforms that can test multiple creative variations simultaneously, import social assets into open web campaigns, and let algorithms push spend toward what performs well on mobile. People notice when targeting feels intrusive, or when data use is hard to understand: Overly aggressive tactics and unclear data practices erode trust, so teams that use AI to make experiences more useful, and explain in plain language how they use data, tend to see better long-term results. Key stats about AI and personalization: - In a 2026 marketing survey, about 94% of marketers said they plan to use AI in content creation. - The same survey shows that 45% of marketers use smart image-editing tools, 44% use video or animation generation tools, 42% use smart video or audio editing, and 40% use image or design editors. - The study also makes it clear that nearly 75% of marketers already use AI to create media such as images and videos. ## Trend 3: The Continued Dominance of Video and Immersive Content on Mobile Short-form video has become the main format people watch on their phones. Vertical clips match how people actually use their devices, with quick sessions, optional sound, and heavy scrolling. Augmented reality (AR) and other immersive tools sit alongside that feed and give people ways to try products, rather than just watch them. Shoppers’ mobile journeys often start with short-form social video, before moving into deeper research and comparison. TikTok, Reels, and Shorts all reward content that hooks in the first seconds, uses captions, and feels native to the feed. Brands need focused messages, strong visuals, and landing experiences that match the clip. Retailers can use AR and interactive formats to help people picture products in their own space. Virtual try-ons, room visualizers, and shoppable videos help people to understand and test products without leaving the app. Interactive and gamified units, such as quizzes or playable videos, extend that behavior and keep people engaged longer than static placements. User-generated video and creator partnerships often carry more weight than polished brand spots and can be reused across ads, landing pages, and in-app modules. Mobile video and AR by the numbers: - In Q3 of 2025, Snapchat had 477 million daily active users and 943 million monthly active users. - Per the same source, more than 350 million people used Snapchat’s augmented reality experiences daily during the third quarter of 2025. - In the same period, users played with AR Lenses approximately 8 billion times per day. ## Trend 4: The Rise of Mobile Commerce and Seamless Payment Options Shoppers often discover products, compare options, and check out without ever leaving their phones. When the path feels simple and trustworthy, they complete the purchase on that same screen. Shoppers expect digital wallets and alternative payment options in mobile checkout flows. Apple Pay, Google Pay, PayPal, and local wallets reduce friction by removing manual card entry. BNPL, subscriptions, and saved payment details streamline repeat purchases. Retailers use owned mobile apps to store credentials, run loyalty programs, save preferences, and send push notifications that bring people back to shop again. Social commerce and in-app stores pull even more shopping activity onto phones. Shoppable posts, live shopping, and native storefronts on platforms like Instagram, TikTok, and YouTube allow users to move from inspiration to purchase without leaving the environment. To maintain high conversion rates, brands need clean mobile carts, guest checkout, clear shipping and fee breakdowns, and consistent experiences across mobile web and apps. Key mobile commerce stats:   - From November 1 to December 31, 2025, U.S. online shoppers spent $257.8 billion, up 6.8% from the 2024 holiday season. - During the 2025 holiday period, smartphones accounted for 56.4% of U.S. online transactions. - On Christmas Day 2025, smartphones accounted for 66.5% of online transactions, and on Thanksgiving Day, 61.6%. ## Trend 5: Navigating Privacy Changes and Building Trust in Mobile Marketing Marketing plans must account for what data is collected, how long it is retained, and who can access it. Tracking limits, new privacy laws, and rising user expectations are reshaping how mobile data is collected and used. Regulation is tightening as well. As of late 2025, roughly 20 U.S. states have comprehensive privacy laws in place or on the way, with several more expected to take effect in 2026 and beyond. New rules spell out which companies are covered, how teams must manage consent, and what rights consumers have over their data. Teams rely more on first-party data, clear consent, and privacy-respecting approaches. They use clearer language in consent flows, offer more granular controls, rely more on contextual and cohort-based targeting, and rely less on one-to-one tracking and more on modeled conversions and incrementality tests. Performance partners can rely on predictive, intent-based audiences and modeled conversions, rather than identity-based tracking, to maintain measurement as privacy tightens. Teams that explain what they collect, why they collect it, and how it improves the experience make it easier for people to say yes. Source: Adjust Privacy and consent stats to know: - By Q2 2025, the average app tracking transparency opt-in rate reached 35%, up from 34.5% in Q2 2024 and 34% in Q2 2023. - In 2025, gaming apps saw higher consent rates, per the same source, with opt-in rates of 50% for sports titles, 43% for hyper-casual games, and 40% for action games. ## Key Takeaways Mobile is the primary channel for discovering and buying from brands, so mobile UX and performance come first. AI and personalization support most mobile programs when teams use them transparently to improve relevance. Short-form video and immersive formats, such as AR, capture most of the attention on phones and belong in the core content plan. Phones have become a primary checkout channel, so clean carts, clear pricing, and flexible payment options directly drive revenue. Tighter privacy rules and higher user expectations make clear consent, first-party data, and privacy-safe measurement basic requirements for mobile marketing. ## Frequently Asked Questions (FAQs) ### What are the most effective mobile advertising formats in 2026? In-feed native ads, vertical short-form video, shoppable placements, and app campaigns tend to work best on mobile. Keep them fast, platform-native, and focused on simple mobile landing pages, using rewarded or playable formats only when the value exchange is clear. ### How can brands measure the ROI of their mobile marketing efforts? Tie metrics to clear goals. For acquisition, track installs, signups, or leads. For revenue, track mobile conversion rate, average order value, and revenue by device. Use incrementality tests or lift studies to see what mobile actually adds. ### What are some common mistakes to avoid in mobile marketing? Common issues include shrinking desktop layouts onto phones, overusing pop-ups, sending generic push notifications, and driving traffic to slow or cluttered landing pages. Ignoring consent preferences or hiding privacy controls also hurts trust and long-term performance. ### How is 5G technology impacting mobile marketing opportunities? 5G improves speed and latency where coverage is strong, which helps with high-quality streaming, live video, and responsive AR or interactive content. It enables richer experiences, but does not eliminate the need for performance-friendly pages and apps. ### What are the key performance indicators (KPIs) for successful mobile marketing? Useful KPIs include mobile traffic share, app installs, active users, in-app or on-site time, and engagement metrics such as taps and video completions. On the performance side, track conversion rate by device, cost per acquisition, revenue per user, and retention or churn. Over time, connect these to customer lifetime value to assess whether mobile efforts are attracting the right customers. --- ### Predictive Targeting vs. Contextual Targeting: Which Is Better? URL: https://www.taboola.com/marketing-hub/predictive-targeting-vs-contextual-targeting/ Last Modified: 2026-02-24 12:45:21 As privacy regulations become stricter and user-level tracking becomes more limited, advertisers are rethinking how they reach the right people at the right time. Two approaches have become especially important in this changing environment: predictive targeting and contextual targeting. While both reduce reliance on traditional tracking methods, they don’t work in the same ways. Each approach identifies intent differently, uses different signals to optimize delivery, and scales performance differently, too. As an advertiser, understanding what makes each approach unique is critical to maintaining performance without compromising privacy. ## Predictive Targeting Predictive targeting uses data-driven models to estimate which people are most likely to take action, like clicking an ad, making a purchase, or installing an app. Instead of relying on fixed audience definitions, it uses real-time signals to anticipate what someone is likely to do next. In other words, rather than focusing on who users are, this approach focuses on what they’re likely to do. ### How It Works Predictive targeting analyzes large amounts of de-identified data, including how people engage with content, the context they are in, device information, and past campaign performance. These signals are used to estimate the likelihood that a specific ad impression will lead to a desired outcome. Predictive targeting continuously learns from active campaigns. As new performance data comes in, delivery automatically shifts toward the users, placements, and moments most likely to convert, without requiring advertisers to manually manage audience segments. ### Benefits One of the main strengths of predictive targeting is its ability to adapt quickly. Because optimization is based on live performance data, it can respond to behavior changes due to seasonality, shifts in interest, or creative performance. Predictive targeting also makes scaling easier. Since it doesn’t depend on predefined audiences or persistent identifiers, it can surface high-intent users that traditional targeting methods may miss. This makes it especially effective in privacy-focused environments. ### Considerations Predictive targeting usually requires a learning period. Campaigns often require sufficient time and scale to generate reliable signals before performance stabilizes. Creative quality also matters: Clear messaging, strong value propositions, and clear calls to action help the system recognize meaningful engagement more quickly. ### Use Cases Predictive targeting works well for performance-focused campaigns at scale, including e-commerce acquisition, app installs, and lead generation. It is especially useful when advertisers want to prioritize outcomes rather than audience definitions. It’s also a strong option for brands operating in regulated industries or regions with strict privacy requirements. ## Contextual Targeting Contextual targeting shows ads based on the content being viewed, rather than on user behavior or identity. Ads are placed next to articles, videos, or pages that align with the advertiser’s message, category, or intent signals. This approach emphasizes relevance in the moment, helping ads appear alongside content that feels appropriate and timely. ### How It Works Contextual targeting evaluates signals from the page itself, such as topics, keywords, sentiment, and overall structure, to determine where to place ads. Ads are then served in environments that match the advertiser’s goals and brand standards. Modern contextual solutions go beyond simple keyword matching: They use language analysis to understand content meaning and tone at scale, enabling more accurate and consistent ad placement. ### Benefits Contextual targeting is naturally privacy compliant. Because it does not rely on past behavior or user identifiers, such as an email address or device ID, it aligns well with strict privacy regulations. It also provides strong brand safety and suitability controls, since advertisers can ensure their ads appear alongside relevant, high-quality content that supports brand perception rather than undermines it. ### Considerations While contextual targeting offers strong relevance, it does not automatically optimize for conversion likelihood. Performance can vary depending on how closely the surrounding content aligns with buying intent. Scale can also depend on the availability of suitable content within specific topics or categories, which may be limiting for more niche advertisers. ### Use Cases Contextual targeting is commonly used for brand awareness and consideration campaigns. It’s well-suited for advertisers who prioritize brand alignment, message reinforcement, and privacy compliance. It also performs well in regulated industries such as finance, healthcare, and education, where user tracking may be limited. ## How Does Predictive Targeting Compare to Contextual Targeting? Predictive Targeting Contextual Targeting Privacy Compliance Uses anonymized, aggregate signals without persistent user tracking Fully privacy-safe with no reliance on user data Campaign Goal  Optimized for performance and conversions Focused on relevance and message alignment Setup Complexity  Minimal setup with automated optimization Requires content and suitability parameters Audience Scalability  Highly scalable through continuous learning Limited by content availability and scope Immediate Performance  Improves as models learn Delivers stable, predictable reach early Long-Term Brand Lift  Supports sustained growth through discovery Strong brand association and reinforcement Cost Efficiency  Increases over time with optimization Consistent but less performance-driven Automated AI Integrations Fully leverages AI-driven optimization in platforms like Realize Uses AI for content analysis and matching Brand Safety/Suitability  Balanced through placement-level controls Strong by design A/B Testing  Ideal for creative and performance testing at scale Effective for message-context alignment tests ## How to Decide When to Choose Predictive Targeting Predictive targeting is a strong choice when you need performance and scale. If your goal is to drive conversions efficiently while still meeting evolving privacy requirements, predictive models offer a clear advantage. In Realize, predictive targeting allows campaigns to adjust automatically based on real engagement signals, reducing the need for hands-on optimization. This makes it especially useful when advertisers want to move beyond content alignment and focus on measurable results. Predictive targeting is also well-suited for testing new markets, creative approaches, or offers, when historical audience data is limited or unavailable. ## How to Decide When to Choose Contextual Targeting Contextual targeting is a good fit when privacy, brand safety, and message relevance are priorities. It offers a reliable, compliant option for organizations operating under strict data policies or choosing not to rely on user tracking. It works particularly well for awareness and consideration campaigns, where placing ads alongside relevant content helps build trust and engagement. Contextual targeting can also support performance goals when used as a foundation and paired with additional optimization methods. ## Key Takeaways Predictive and contextual targeting both solve different problems for advertisers. Predictive targeting focuses on driving performance by learning from engagement and continuously optimizing toward outcomes. Contextual targeting prioritizes relevance and compliance by matching ads to appropriate content environments. Your most effective strategy might be to combine both methods. You can use contextual signals to help establish relevance, and predictive models to improve results over time. Platforms like Realize are built to support this balance, allowing advertisers to align privacy, performance, and scale. ## Frequently Asked Questions (FAQs) ### We are a brand with strict privacy standards and do not allow user tracking. I can’t use first-party data, so what is my best performance option? When it comes to privacy, contextual targeting is the safest option, as it doesn’t rely on user data. However, predictive targeting can also support performance goals by using anonymized, aggregate signals rather than individual tracking. ### We are a high-frequency consumables brand looking to time our ads. When is the best time to show my ad to a returning customer? Predictive targeting is better suited for timing optimization, as it analyzes engagement patterns and delivery moments to identify when users are most likely to act, rather than relying solely on content context. ### Which method “learns” faster, predictive or contextual targeting? Predictive targeting generally learns faster to improve performance because it continuously optimizes based on conversion signals. Contextual targeting is more static, learning primarily through content classification rather than outcome-driven feedback loops. --- ### The Importance of Trust and Human Connection for AI-Driven Performance Campaigns URL: https://www.taboola.com/marketing-hub/trust-for-ai-performance-success/ Last Modified: 2026-01-28 08:09:50 In performance advertising, generative AI has moved from an experimental tool to a core capability. In the past, creative production took days or weeks, but it can now happen in minutes at a scale previously unheard of. However, as consumers see more and more AI-generated content, a critical question is emerging: Can you build the same level of trust and emotional connection with machine-generated creative as with work shaped by human hands? Recent research suggests that this question may be framed incorrectly. The real issue is not whether AI can perform, but whether audiences perceive AI-generated creative as authentic. When ads feel artificial or overly synthetic, engagement declines. When AI is used to amplify human-centric creative principles, however, performance does not merely hold steady — it can improve. As it turns out, trust is not a soft brand value in AI-driven campaigns, it’s a measurable performance constraint. ## The Evolution of AI in Performance Advertising The role of AI in performance advertising has expanded in stages, moving from backend efficiency tools to a highly visible force in creative production. Each phase has increased AI’s impact on results, while also raising new questions about how audiences perceive and respond to machine-generated content. Here’s a quick look at the evolution in performance advertising: ### Stage 1: Efficiency & Optimization Initially, AI operated almost entirely behind the scenes. It was primarily used to manage bids, segment audiences, and allocate budgets in real time. These systems improved campaign efficiency and reduced marketers’ manual workload, but they remained invisible to consumers. Because AI did not directly shape what audiences saw, there was little risk to brand trust or creative authenticity. ### Stage 2: Content Proliferation As generative models matured, AI moved closer to the creative layer. Tools such as Realize’s GenAI Ad Maker enabled the generation of thousands of visual and textual variations at virtually no additional cost. This shift democratized high-volume creative testing, allowing advertisers to experiment at a scale that was previously reserved for the largest budgets. For performance marketers, AI became a powerful engine for rapid iteration and optimization, significantly accelerating learning cycles. ### Stage 3: The Authenticity Era (Current) Today, AI sits at the forefront of creative production, generating assets that consumers actively see and judge. As a result, research attention has shifted toward “perceived artificiality” and its effect on engagement. The industry is increasingly recognizing that while AI can calculate, optimize, and scale with remarkable efficiency, emotional connection still depends on human-centric creative cues. In this phase, authenticity is no longer a creative preference but a performance requirement. ## Key Findings: Why Human Connection Wins Large-scale academic research has begun to clarify why human connection remains central to the success of AI-driven advertising. In a recent study led by teams from Columbia University, Harvard University, the Technical University of Munich, and Carnegie Mellon, researchers analyzed live performance data for ads created with Realize’s GenAI Ad Maker. Working in collaboration with Taboola’s in-house creative agency, Creative Shop, the research examined how AI-generated and human-made ads perform side by side across real advertisers, real audiences, and real consumer behavior. Instead of relying on surveys or controlled lab simulations, the study drew on in-market campaign data. This allowed researchers to observe how perceptions of authenticity influence engagement at scale. This real-world approach makes the findings particularly relevant for performance marketers, where creative decisions are ultimately judged by how audiences actually respond, not how they say they might. Here is a summary of some key findings: ### 1. The “AI Penalty” vs. the Disguise Advantage One consistent finding across the research is the presence of what behavioral scientists describe as “algorithm aversion.” Consumers often bring a negative predisposition toward content they believe was generated by a machine, particularly when it appears overly polished or formulaic. This reaction can suppress engagement even when the underlying message is relevant. Overall, AI-generated ads tend to perform on par with human-made ads in terms of click-through rate (CTR). That parity alone is notable given the speed and efficiency advantages AI provides. However, averages obscure an important pattern: When researchers examined performance through the lens of perception, a clear hierarchy emerged. AI-generated ads that were not perceived as artificial achieved the highest engagement rates, outperforming both obviously AI-made ads and traditional human-made creative. Side-by-side comparisons from live campaigns show how closely AI-generated and human-made ads can perform when they follow the same creative principles. In fact, in the following matched examples (see image below), the AI-generated ads achieved slightly higher CTRs without appearing artificial to viewers. The Columbia study backs this up. Across the dataset, which included over 300,000 ads, human-generated ads had a CTR of around 0.65%, while AI-generated ads had a CTR of around 0.76%. The inverse was also true. Ads that felt synthetic were penalized by audiences, regardless of whether they were actually created by AI or by humans. In practical terms, this means performance is governed less by how an ad is made and more by how it is perceived. AI’s advantage lies in its ability to convincingly blend into the visual and emotional language audiences associate with human communication. ### 2. Faces as the Bridge to Trust Among all the variables examined in recent advertising research, few are as consistently powerful as the presence of human faces. From an evolutionary perspective, humans are biologically wired to quickly notice faces and draw emotional information from them. Faces signal intention, relatability, and social presence, all of which help reduce uncertainty in fast-moving digital environments. In performance advertising, this biological bias becomes a functional advantage. Ads featuring clear, prominent human faces are more likely to be perceived as authentic and human-made, which in turn supports stronger engagement. Research examining visual attributes confirms that facial presence is one of the strongest predictors of whether an ad feels trustworthy. Global clothing brand H&M understands this. In 2025, they replaced some of their fashion models with AI-generated versions. However, to ensure the digital models “reflected the real model’s individuality,” they worked with AI specialists and creative teams to design the AI models and build the campaign narrative. This was done to ensure that the technology wasn’t taking away from human artistry, but building upon it. Interestingly, AI-generated creative often includes human faces more frequently than human-designed ads. This is not an accident: AI systems trained on large volumes of high-performing creative tend to replicate the patterns that already work, including the consistent use of faces to establish emotional connection. When applied thoughtfully, this can help AI-generated ads overcome skepticism rather than amplify it. ### 3. Visual Cues of Artificiality While faces help bridge trust gaps, certain visual characteristics reliably signal artificiality and trigger disengagement. Ads that rely on extreme sharpness, heavy color saturation, or highly symmetrical compositions are more likely to be perceived as machine-generated. These traits can create a sense of visual perfection that feels detached from real-world experience. By contrast, ads that incorporate warmth, natural composition, and subtle imperfection tend to feel more human. High realism, rather than hyper-polish, supports relatability. In this context, the goal is not to disguise AI through deception, but to align creative output with the visual cues audiences already associate with authenticity. Avoiding these perceptual markers is often enough to preserve trust and maintain performance. ## Key Takeaways: Trust as a Performance Metric Generative AI is reshaping how performance advertising creative is produced, but it has not rewritten the fundamentals of human psychology. Audiences still respond to authenticity, familiarity, and emotional clarity. The results of the Columbia study, along with other research, show that AI can support these outcomes rather than undermine them, provided it is guided by human-centric design. For advertisers, this reframes the AI debate. The choice is not between human creativity and machine efficiency, but between scaling distrust or scaling connection. Authentic faces, relatable contexts, and emotionally grounded visuals are no longer optional refinements: They are prerequisites for sustainable performance. ## Frequently Asked Questions (FAQs) ### Does using AI in ad creative damage consumer trust? Consumer skepticism toward AI-generated content is real, but it is not absolute. Research shows that distrust tends to arise when ad creative feels robotic, overly perfect, or detached from human experience. According to Frontiers in Psychology, in some functional contexts, such as data-driven messaging or informational content, transparency about AI use can even reinforce perceptions of competence. Problems tend to emerge when emotionally or narrative-driven creative lacks human nuance, resulting in what many marketers now refer to as “AI slop.” In other words, telling people that content was created by AI changes how they react to it. When the content is practical or informational, being upfront about AI can actually help, as people see it as efficient and objective. In fact, a 2024 Sprout Social survey found that 94% of consumers believe all AI content should be disclosed. But, when the content is meant to entertain, inspire, or connect emotionally, revealing that it was made with AI can backfire, making it feel less genuine or engaging. So, knowing when and when not to disclose is critical, but you can also mitigate AI distrust with Realize by using its GenAI Ad Maker tool to prioritize human-centric signals. Research that analyzed large volumes of live ads found that a significant share of AI-generated creative was perceived as human-made, suggesting that thoughtful design can neutralize the so-called AI penalty. By emphasizing elements like authentic faces and natural composition, AI-generated ads can blend seamlessly into human content ecosystems. ### How can AI-generated ads achieve a “human touch”? You need more than prompt engineering to humanize AI-generated creative. Try removing repetitive phrasing, focus on real audience pain points, and allow room for humor or narrative context. In practice, the most successful teams treat AI as a collaborator rather than a replacement, using human judgment to guide tone and emotional direction. Realize embeds this humanization directly into its AI systems by training models on proven creative best practices. When AI is informed by what already resonates across large publisher networks, it can replicate human-like patterns at scale. This includes automatically prioritizing visual elements that audiences associate with authenticity, reducing the need for constant manual oversight. ### What are the performance benefits of using AI for human-centric ads? AI’s primary advantage remains its ability to personalize and iterate at speed. High-velocity testing allows advertisers to identify effective messages and visuals faster than manual workflows permit, improving engagement and return on investment. Importantly, research examining downstream performance suggests that increases in click-through rate driven by AI-generated creative do not come at the expense of conversion quality. On the Realize platform, AI-generated ads that adhere to human-centric principles can outperform traditional creative while maintaining conversion integrity. This combination of scale, efficiency, and trust preservation represents the most compelling use case for AI in performance advertising today. --- ### Contextual Targeting vs. Behavioral Targeting: Which to Choose for Your Campaigns? URL: https://www.taboola.com/marketing-hub/contextual-targeting-vs-behavioral-targeting/ Last Modified: 2026-03-08 09:17:23 The world of performance marketing is constantly shifting, and reaching the right person at the right time has become increasingly challenging. As privacy regulations tighten and third-party cookies crumble, the way we find that person is what’s changing fastest. For e-commerce brands looking to scale, the debate often boils down to two heavy hitters: contextual and behavioral targeting. Deciding where to put your ad spend isn't just about following trends anymore, it’s about understanding the environment your customer is in versus the history they carry with them, in addition to the tools you use that can give you an extra edge. Let’s take a more in-depth look at what this all means for you, your advertising, and your ongoing strategy. ## Contextual Targeting ### Description Think of contextual targeting as a more “in-the-moment” approach. Instead of following a specific user around the web based on their past actions, contextual targeting places your ads on pages that are relevant to the product you’re selling right now. For example, if you’re selling high-end running shoes, your ad might appear next to an article about “Marathon Training Tips.” ### How It Works Contextual targeting scans the actual content of a web page (like keywords, topics, and sentiment) to determine if it matches your ad’s theme. It doesn't need to know who the reader is — only what they’re reading at that second. ### Benefits - Privacy-first: Since it doesn't rely on cookies or personal data, it’s inherently compliant with GDPR and CCPA. This is a huge deal as privacy laws become more widespread. - Relevance: You catch users while they’re already in a specific mindset and ready to look at your product. - Brand safety: You have more control over the types of content your brand is associated with. ### Considerations One of the problems with contextual targeting is that it can sometimes be a little too literal, and if not managed correctly, you might put off a potential customer who’s reading a news article only semi-related to your product. That’s where AI-driven performance advertising platforms help: By using advanced AI to understand contextual signals beyond just keywords, your shoe ad doesn't accidentally end up next to a tragic news story about an incident at a marathon. ### Use Cases - Launching a new product category where you don’t have much historical data. - Campaigns on high-authority news sites where user privacy is strictly protected. ## Behavioral Targeting ### Description Behavioral targeting is an approach that follows the user around more. It focuses on the person rather than the page, looking at a user’s past browsing history, search queries, and purchase data in order to build a profile. ### How It Works Through pixels and cookies, the system tracks a user’s digital footprint. If someone visited your e-commerce store yesterday but didn't buy anything, behavioral targeting (often seen as retargeting) ensures your ad pops up while they’re checking the weather or reading a movie review today. ### Benefits - High conversion intent: You’re reaching people who have already shown interest in your product or similar categories. - Personalization: Ads can be tailored to the specific stage of the customer journey. ### Considerations Attitudes have shifted on these types of ads over the past few years, as they can feel invasive, often not sitting well with customers. Users are increasingly wary of ads that seem to follow them everywhere as privacy concerns grow. Plus, as browsers like Safari and Chrome phase out third-party cookies, the “signal” for behavioral targeting is becoming weaker. ### Use Cases - Abandoned cart recovery. - Loyalty programs and cross-selling to existing customers. ## How Does Contextual Targeting Compare to Behavioral Targeting? Feature Contextual Targeting Behavioral Targeting Privacy Compliance High (no cookies needed) Moderate (requires data consent) Campaign Goal Awareness and consideration Conversion and retargeting Setup Complexity Low (keyword/topic-based) High (pixel and audience setup) Audience Scalability Vast (content-based) Limited (user-list based) Immediate Performance Medium High (intent-driven) Long-Term Brand Lift High Medium Cost Efficiency High (lower CPCs) Variable (higher CPMs for niche lists) Automated AI Integrations Real-time content analysis Predictive user behavior Brand Safety Excellent Variable A/B Testing Focus on creative vs. topic Focus on audience segments ## How to Decide When to Choose Contextual Targeting Contextual targeting sits best as top-of-funnel awareness, so the ideal time to choose contextual targeting is when you want to cast a wide net in a safe environment. Plus, if you’re using Realize, you can use Topics Targeting to leverage contextual segments, reaching users on premium publishers like Apple News or Yahoo without needing deep tracking data. The most important thing is building a brand association with the topics your customers love. ## How to Decide When to Choose Behavioral Targeting Lean into behavioral when you’re optimizing for the final sale. If you have a solid list of past visitors or a well-defined customer persona, behavioral targeting allows you to nudge them across the finish line. Realize also enhances this by using “lookalike” modeling, i.e., taking your best customers’ behaviors and finding new users who act just like them. ## Key Takeaways The most successful e-commerce strategies don't treat these two approaches as rivals, but rather as a partnership. - Start with contextual targeting to fill your funnel and build brand equity. - Use behavioral targeting to capture the low-hanging fruit and retarget those who engaged. - Leverage Realize to manage the technical heavy lifting, from navigating publisher compliance to optimizing your bidding strategy across both methods. ## Frequently Asked Questions (FAQs) ### Can combining contextual and behavioral targeting improve campaign performance? Yes it can, and it’s often called hybrid targeting. By using contextual ads to find new users, and behavioral ads to bring them back, you create a full-funnel experience. This helps brands scale past their initial performance plateaus. ### How do I decide which targeting method will be more cost-efficient for my campaign? In general, contextual targeting offers lower CPCs because the inventory is broader. But, behavioral targeting often has a higher ROAS because the users are warmer. Ultimately, the best way to decide what’s right for you is to run a controlled A/B test to see which delivers the lower effective CPA for your specific product. ### Are there industries where one method consistently outperforms the other? Niche industries (like specialized medical equipment) often thrive on contextual targeting because the content is so specific. High-frequency consumer goods (like apparel or beauty) often rely more heavily on behavioral targeting to stay top-of-mind in a crowded market. --- ### 3 Key Areas to Automate for Maximum Campaign Optimization URL: https://www.taboola.com/marketing-hub/automation-for-campaign-optimization/ Last Modified: 2026-03-19 13:15:21 Modern digital advertising now operates at a speed and scale that manual management simply cannot keep up with. Campaigns generate performance signals in real time, and advertisers need to act on those signals instantly, not hours later when someone logs in to make adjustments. Human teams, no matter how skilled or attentive, cannot watch performance indicators 24/7 or react with the precision and consistency needed to prevent wasted spend. As a result, advertisers are relying on automation more than ever to protect campaign performance and leverage opportunities as soon as they appear. In this article, I’ll explore three key areas where automation is no longer optional if you want to optimize effectively, and how these automated systems reduce risk and scale impact. ## 1. Continuous Risk Management: Stop/Loss Automation ### KPI Monitoring and Performance Protection Automation plays its most critical role in protecting campaigns from reduced performance and financial loss. Stop/Loss rules act as an early-warning system by continuously scanning key performance indicators (KPIs) such as cost per acquisition (CPA), cost per lead (CPL), cost per click (CPC), or spend thresholds. When a campaign exceeds a predefined limit, the rule triggers an immediate action. This action might be pausing a campaign, stopping an ad group, or triggering a budget reduction. The key advantage is reaction time: Automation can respond to emerging issues the moment they happen, not hours later. For example, let’s say a CPA threshold is set at $50 and a campaign suddenly spikes to $80. In that situation, a Stop/Loss rule can respond instantly, even if the advertiser is offline or busy managing other campaigns. This immediate action prevents runaway spending and preserves budget for higher-performing campaigns. ### Conditional Pausing of Underperforming Ads Stop/Loss automation doesn’t just operate at the campaign level — you can also set it to evaluate each creative asset or ad group individually to identify poor performers before they affect the campaign’s overall metrics. When a specific ad starts to show high CPA, low click-through rate, or insufficient conversion volume, automation can pause it automatically. This conditional pausing ensures that the remaining budget is redirected to stronger performing ads without having to wait for a manual review. This helps maintain healthier CPA averages and frees teams from constantly checking which creatives need to be swapped out. Instead, they can focus on producing better assets, rather than monitoring failing ones. ## 2. Dynamic Spend Control: Budget Adjustments Automation doesn’t just mitigate risk, it also supports growth by reacting instantly when campaigns deliver strong performance. Advertisers can use automation to scale what works and reduce what doesn’t through conditional logic. ### Scaling Success With Automated Budget Increases If a campaign’s CPA sits below the target for a sustained period, an automated rule can increase the daily budget by a fixed amount or percentage. This ensures that the campaign receives more funding as soon as it achieves optimal efficiency. Without automation, advertisers may not notice these movements in time, or they may not be able to react quickly enough to maximize the opportunity. ### Containing Failures With Automated Budget Decreases Just as important as scaling success is containing potential losses. When performance trends downward, budget automation can reduce daily caps to minimize unnecessary spend. This helps advertisers control costs without shutting down the entire campaign too early. Automated decreases also ensure that the advertiser’s spend remains aligned with KPIs even when performance shifts unexpectedly. It keeps budgets flexible and responsive, something advertisers rarely achieve through manual real-time adjustments. ## 3. Proactive Optimization: Real-Time Compliance and Recommendations Automation isn’t limited to ad budgets and performance metrics: Today’s platforms offer real-time assistance in areas where human teams often struggle to keep up, such as compliance and strategic optimization. ### Real-Time Ad Compliance Checks Ad compliance issues can disrupt campaigns if they aren’t identified quickly, whether they involve creative content, landing page responsiveness, or platform policies. Automation helps solve this problem by continually evaluating ads and landing pages to identify issues before they lead to rejections or downtime. Automated compliance systems can ensure that a landing page loads correctly, that ad text adheres to guidelines, and that creative assets meet required specifications. When issues arise, the system can quickly flag or correct them. This reduces disruptions and saves advertisers from losing impressions or performance momentum due to preventable compliance errors. Real-time monitoring also means that marketing teams don’t have to perform these checks manually, which would be a significant burden. ### AI-enabled Recommendations Many advertising platforms now offer AI-powered optimization recommendations. These suggestions translate complex performance data into concrete actions, like reallocating budget, creating new audiences, adjusting bids, or resolving performance bottlenecks. For example, Taboola’s AI ad assistant, ABBY, can evaluate campaign behavior, analyze performance signals, and surface actionable insights. Instead of spending hours combing through dashboards, advertisers can rely on AI to identify the adjustments that will most likely improve performance. I should note that these recommendations don’t replace strategic thinking; they accelerate it. Advertisers still need to decide which suggestions to apply, but automation drastically reduces the time spent identifying issues, testing ideas, or troubleshooting constraints. ## Key Takeaways Clearly, automation is now a core requirement for high-performance campaign management. With so many variables shifting in real time, human teams cannot rely solely on manual oversight. Automated Stop/Loss rules and conditional budget adjustments ensure campaigns receive round-the-clock protection and support. This prevents wasted spend and allows advertisers to scale success instantly. With custom rules, advertisers can delegate routine optimization decisions to automated systems. By relying on automation, they can spend more time focusing on creative development, audience exploration, and higher-value strategic work. ## Frequently Asked Questions (FAQs) ### What is a key benefit of automating campaign controls? Automation provides continuous, 24/7 oversight and protection. Instead of waiting for a human to detect performance problems, automated systems react immediately to safeguard the budget and maintain KPIs. For example, Realize’s Custom Rules automatically pause underperforming ads and adjust budgets, preventing wasted ad spend. ### How does automation handle “stop/loss” for budgets? Automated rules monitor KPIs such as CPA, spend, or conversion volume and trigger predefined actions, such as pausing an ad or lowering the budget, when indicators exceed a set threshold. This functionality protects your ad spend and ensures that your campaigns stay closely aligned with your performance goals. ### How can automated rules help with scaling successful campaigns? Automation can identify campaigns that are outperforming expectations. For example, suppose your campaign’s CPA is lower than expected. In that case, it will automatically increase the daily budget to capitalize on strong results without waiting for the advertiser to enter an increase manually. --- ### 7 Must-Know Mobile UX Best Practices for 2026 URL: https://www.taboola.com/marketing-hub/mobile-ux-best-practices/ Last Modified: 2026-03-31 13:07:21 The mobile-first mantra has evolved. Do you still need a responsive site? Yes, of course. But, the experience on a mobile phone or smartwatch must be equally fluid, so that a busy executive can approve a $50,000 contract while waiting in line for their latte. Despite the fact that mobile users have been the online majority for a decade or more, many B2B platforms still feel like desktop software crammed into a pocket-sized screen. There’s no need for that when you absolutely can bridge the gap between business logic and mobile interaction. Here’s your comprehensive guide to the mobile user experience (UX) best practices that will define B2B success in 2026. The key? Convenience, responsiveness, and ease of use. ## Why Does Mobile UX Matter? The short answer? The buyer has changed. The long answer? It’s a mix of psychological shifts, artificial intelligence (AI) integration, and a loyalty tax on slow experiences. Acquiring a B2B customer costs more, but mobile UX can help with retention. According to Forrester, organizations adopting rigorous user testing for their digital experiences see revenue retention improvements of up to 10.8% over three years. The line between a B2B buyer and a B2C consumer has blurred, too. UX — not price or product features — drives 80% of B2B purchases. Your prospects use Uber, Instagram, and Airbnb in their personal lives; they have little patience for a clunky, 2015-style enterprise portal when they switch into work mode. Research shows that 94% of first-impression assessments are design-driven. On mobile, that judgment happens even faster. Over 60% of consumers discover brands and products on mobile devices before ever logging onto their laptops (and 75% complete their entire purchase journey on a smartphone or tablet). If your mobile experience fails, you lose that mobile user and the lead before they even reach their desks. Good UX builds habitual ties. A business tool that works well on a smartphone can become the default choice for users, creating a moat that competitors can’t easily cross with lower prices alone. In an era where AI generates infinite content, the only thing you can’t easily replicate is experience. If your mobile UX is a barrier, you’re worse than invisible — you’re irrelevant. ## Mobile UX Red Flags To help you audit your current mobile experience, use this red flag checklist. Find yourself nodding along to more than three of these warnings? Your 2026 growth strategy might be leaking leads. - If your user has to zoom in to read your “Request a Quote” form or click a text link, you’ve failed the most basic mobile UX test. Content must be natively legible. Use a minimum 16-point font for body text and ensure your layout is fluid, not merely shrunk. - Requesting a phone number, job title, industry, and company size on the first mobile screen? B2B marketers often prioritize data over the user. On mobile, every form field increases the chance of abandonment by 10%. Use social sign-on such as LinkedIn or Google, or a single-field email capture to start. - B2B designs often favor thin, elegant fonts and small icons. However, evolution has not caused the human thumb to shrink. If your buttons are clustered too closely, users will accidentally hit Cancel instead of Save. Maintain a minimum scale of 44x44 pixels for all interactive elements. - Does your menu contain 15 different sub-categories? Desktop mega-menus are an organizational disaster on mobile. If users must scroll through a massive list to find your contact info, spoiler alert: they won’t. Use a hamburger menu to prioritize the top 4 tasks, and a search bar for everything else. - If your platform uses AI to generate B2B insights but simply drops a number on the screen without context, users will doubt the data. A lack of transparency is a UX failure. Add a “Why am I seeing this?” tooltip that explains your data sources in a sentence or a few bullet points. ## Best Practices for Mobile UX Success ### 1. The “Thumb Zone” and One-Handed Mastery Ever try to hit the Submit button in the top-left corner of a smartphone (even a Pro-sized one) while holding a briefcase? It’s a recipe for a dropped phone and a lost lead. Mobile users often operate devices with one hand in crowded or transit-heavy environments. To accommodate this typical use case, your most critical actions — like “contact sales” or “view demo” — should live in the natural thumb zone (the screen’s bottom two-thirds). #### Key Layout Tactics - Bottom navigation: Use a tab bar at the base of the screen for primary navigation. - Large tap targets: Ensure buttons are at least 44x44 pixels to prevent large-finger errors. - The center-lower priority: Put high-stakes interactions in the center-bottom section for max accessibility. ### 2. The 60-Second Onboarding Rule In B2B, time is money and the ultimate friction point. If your onboarding process is cumbersome, your bounce rate will reflect it. High-quality onboarding (including a seamless process) is a requirement for user acquisition in 2026. #### How to Accelerate Time-to-Value (TTV) - Embrace progressive disclosure: Don’t ask for a company’s entire history up front. Request the bare minimum to start and gather more data as they engage. - Show, don’t tell: Use subtle animations to guide the eye. Micro-interactions can confirm actions and create forward momentum without heavy text. - Offer optional sign-ups: Whenever possible, let users explore your platform’s value (like browsing a library or seeing a dashboard preview) before requiring a login. ### 3. Designing for Explainable AI and Agentic UX Potentially the biggest disruptor for 2026 is the continued rise of Agentic UX. According to PwC, 88% of business leaders plan to increase their AI budgets for agentic capabilities. What that means for mobile UX is that it must now account for how users interact with AI agents that perform tasks on their behalf. #### Bridging the Trust Gap - When an AI tool suggests a B2B strategy or report, display its reasoning in clear, accessible language. The explainable AI market is projected to exceed $33 billion by 2032 because users won’t trust systems they can’t understand. - Not everyone knows about Control+Z. Provide emergency exits or undo buttons. If an AI agent drafts an automated email to a client, the mobile interface must make it easy for the human to intervene before it sends. ### 4. Speed as a Feature Goose and Maverick once said, “I feel the need. The need for speed.” Did you know that 38% of first-time visitors look at your navigation menu the moment they land? If that menu takes more than a few seconds to load, you’ve lost them. Performance is the backbone of a trustworthy and positive B2B experience. #### Technical Best Practices - The 1-3-10 rule: If an action takes more than 1 second, you don’t need an indicator. If it takes 1-3 seconds, use a spinner. For anything longer than 3 seconds, use a progress bar. - Skeleton loaders: Use skeleton screens (neutral placeholders) instead of blank white screens to make the app feel faster than it actually is. - WebP and lazy loading: Use WebP for images to balance quality and speed, and implement lazy loading so the above-the-fold content appears instantly. ### 5. Consistency Across the Ecosystem Consistency reduces cognitive load. In a B2B context, you might switch from a desktop browser to a mobile app five times (or more) a day. If the iconography or submit button behavior changes between devices, you’re forcing your audience to relearn your product every time. Cross-platform unification is a top trend for 2026. It’s simple: you maintain a uniform visual language (colors, typography, and spacing) across the web, mobile, and even wearables. Consistency matters because it: - Builds familiarity. Users learn patterns once and apply them everywhere. - Reduces support costs. Clear, consistent user interface (UI) leads to fewer support tickets. - Strengthens brand. A cohesive look boosts brand identity and professional trust. ### 6. Accessibility-First Isn’t Optional With about 16% of the global population living with some form of disability, accessibility has become a legal and ethical requirement. In 2026, B2B platforms should comply with WCAG 2.2 (Web Content Accessibility Guidelines) standards without question. #### Accessibility Checklist Your platforms should: - Ensure a high contrast ratio for text and backgrounds. - Use correct HTML structures (semantic headings) so that assistive technology can navigate your app. - Use vibrations to confirm successful actions for users with visual impairments. ### 7. Micro-Copy Packs a Punch In mobile design, every word must earn its keep. B2B jargon often clutters small screens. Skip the technobabble in favor of active voice and benefit-driven copy. - Bad: The system is processing your data synchronization request. - Good: Syncing your data. Almost there! Focus on what the user gets, not what the feature does. This approach reduces the mental effort required to navigate complex business tools on a 6-inch (or smaller) screen. Feature The Old B2B Way The 2026 B2B Standard Onboarding 10-page manual/long video Interactive, three-step walkthrough Loading Blank white screen Skeleton loaders and first response Interactions Click-heavy Gesture-based (swiping/haptics) AI Integrations Chatbots that don’t help Proactive AI Agents with reasoning Accessibility Afterthought/compliance only Core design pillar (WCAG 2.2) ## Future Trends in Mobile UX Design Trends in mobile UX design will keep evolving as devices themselves evolve and user behaviors change. Potential future trends in mobile UX design include: - Hyper-personalized and predictive systems: AI-powered on-device intelligence will adapt interfaces to user behavior, providing smart suggestions, changing menus, and creating invisible UX where the app anticipates needs. - Multimodal and spatial interfaces: UIs will continue to integrate voice (VUI), gesture control, and spatial/augmented reality (AR) to create immersive experiences, as seen in smart glasses technology. - Functional minimalism and clear design: We continue to move away from decorative, heavy, or complex, visually-dense design toward cleaner, faster, more purpose-driven interfaces that improve readability and performance. - Sustainable and ethical UX: Design will prioritize digital well-being, environmental sustainability, and ethical AI usage to deliver functional and responsible interfaces. - Advanced visual techniques: Expect more use of 3D elements, kinetic typography, and progressive blur effects to create more dynamic and engaging (but still clean!) visual experiences. - Persistent and adaptive dark mode: Dark mode is becoming a standard and highly optimized experience designed for battery efficiency and comfort. ## Key Takeaways With over 80% of purchases driven by experience quality, not just price, B2B mobile UX design remains a key factor for customers who rely on your app. Today’s mobile platforms must bridge the gap between business logic and interaction by recognizing and prioritizing how people use their devices: - A thumb zone for one-handed use. - A 60-second, easy-peasy onboarding rule. - Robust technical performance (and no lag time). Most importantly, mobile apps should feature a clean visual design, be accessible to all users, and deliver a consistent experience across smartwatches, smartphones, tablets, laptops, and desktops. ## Frequently Asked Questions (FAQs) ### How do you do UX research, and why is it important? UX research involves studying user behaviors and pain points through usability testing, heatmaps, and interviews. The research matters because it removes any guesswork. In B2B, where acquisition costs are high, research helps you identify the features users want and the features you might think are cool, but that users will ultimately ignore. ### What is the difference between UX and UI design? UX, or user experience, focuses on an app or website’s logic and feel. Is the journey logical? Is it easy to find the checkout or other information? UI, or user interface, focuses on the look — the colors, fonts, spacing, and overall visual aesthetic. ### What are the best mobile UX design tools? The industry leaders in mobile UX design tools are: - Figma: The gold standard for collaborative design and prototyping. - Adobe Express/XD: Great for quick iterations and integration with the Creative Cloud. - Spline: Increasingly popular for 3D elements and kinetic typography. - Prototyper.io: Used for advanced gesture-based animations. ### Who is the inventor of UX? Industry experts credit Don Norman with coining the term “user experience” in the 1990s while working at Apple. He argued that the experience covers all aspects of a person’s interaction with the system, including the manual and the packaging. ### What is agentic UX? The magic of agentic UX happens when the UI is designed for AI agents that act on a user’s behalf. Instead of someone clicking through five screens to generate a report, they ask an agent, and the UX focuses on showing the agent’s process and reasoning for the final output. --- ### Why AI Ads Offer Superior Cost-Efficiency Without Sacrificing Performance URL: https://www.taboola.com/marketing-hub/ai-ads-cost-efficiency/ Last Modified: 2026-01-28 08:08:35 For chief marketing officers, chief financial officers, and performance marketing leaders, the question surrounding generative artificial intelligence is no longer whether it works, but whether it improves return on investment. Creative production has become one of the most costly parts of digital advertising, and performance expectations continue to rise: Advertisers are under pressure to test more variations, personalize at greater scale, and maintain efficiency in increasingly competitive auctions. Against this backdrop, artificial intelligence (AI)-powered ad creative has emerged as a potential solution, but it brings perceived risk — namely, that if AI-generated ads cause skepticism or disappointment, any efficiency gains will quickly disappear. That challenge is exactly what a recent large-scale study set out to explore. Conducted by researchers from Columbia Business School, Harvard Business School, the Technical University of Munich, and Carnegie Mellon University, the study examined whether AI-generated ads — created by Realize’s GenAI Ad Maker — could deliver results without increasing costs or sacrificing quality. Their findings challenge several assumptions that have shaped how leaders think about AI creative. ## Debunking the Curiosity Myth An ongoing concern with AI-generated ads is the idea of “curiosity clicks.” The worry is that ads created by artificial intelligence may attract attention simply because they stand out as unusual or novel, rather than because they resonate with genuine user intent. Over time, this type of engagement could undermine not only ad performance, but overall brand trust. The research disputes this. What matters most, per the data, is perceived artificiality, not how an ad was actually made. Researchers describe this reaction as algorithm aversion, which is a negative predisposition toward content consumers believe was machine-made. Ads that look synthetic are penalized, even when they’re created by humans. On the other hand, AI-generated ads that convincingly blend in with surrounding content avoid this penalty entirely. Those AI-created ads didn’t just go undetected alongside the human-made ones, though: The study found that, when indistinguishable from their human-made counterparts, these ads achieved what they called “superhuman” click-through rates (CTRs), exceeding traditional ads. This is where cost-efficiency enters the picture. Tools such as GenAI Ad Maker allow advertisers to scale creative output rapidly, but scale alone is not the advantage: The real advantage is that quality and authenticity can be preserved even as volume increases, as long as the right creative conditions are met. ### Human Cues: The Face of Success Among all the visual characteristics examined, one factor stood out above the rest: Ads that featured large, clear human faces were far more likely to be perceived as human-made and, as a result, achieve higher engagement. The finding reinforces what performance advertisers have seen for years across eye-tracking studies, platform benchmarks, and creative effectiveness reports. Human faces play a critical role in fast-moving, feed-based environments because they: - Capture attention quickly. - Convey emotion and relatability at a glance. - Establish trust in crowded content streams. What surprised the researchers was how consistently AI-generated ads applied this principle. In the dataset, creatives produced with GenAI Ad Maker were more likely to include prominent human faces than traditional human-made ads. That emphasis helped AI-generated ads blend naturally into surrounding content. It also explained why many of these ads matched or exceeded human performance when they avoided overly stylized or artificial aesthetics. The takeaway isn’t that AI changes the rules of effective ad creative. Instead, it shows that AI can apply longstanding, human-centered best practices reliably and at scale, reinforcing performance instead of undermining it. ### Matching Human Results at Scale The conclusions in this study aren’t based on small A/B tests or limited pilots. Rather, they come from real-world performance data analyzed at significant scale, offering a rare view into how AI-generated creative performs in live campaigns. Across the full dataset, the results were clear: - 300,000+ live ads were analyzed across multiple industries. - AI-generated creatives averaged a 0.76% CTR. - Human-made ads averaged a 0.65% CTR. These numbers suggest a performance advantage for AI-generated creative. The research went a step further, though, to ensure those results weren’t influenced by external factors such as targeting differences, timing effects, or campaign structure. To accomplish that, the researchers applied a “sibling ads” methodology. In this approach, AI-generated and human-made ads were matched so that they: - Came from the same advertiser. - Ran in the same campaign. - Launched on the same day. - Shared the same objective and landing page. Under these tightly controlled conditions, AI-generated and human-made ads showed a performance that was statistically comparable. For decision-makers, this distinction is important. Matching human performance under strict controls shows that AI-generated ads aren’t simply benefiting from looser conditions or novelty effects. Instead, they can deliver human-level outcomes reliably and at scale, creating room for efficiency gains without risking performance. ### Efficiency for the CFO: High Performance, Low Cost From a financial standpoint, the promise of AI-powered creative is no small improvement: It signals a substantial shift in the way ad spend is allocated. Traditional creative production relies on human labor, agency workloads, and fixed costs that scale poorly. A recent survey of marketing leaders found that 76% are investing in generative AI solutions, with more than half specifically targeting creative production to cut costs and speed up workflows. AI tools such as GenAI Ad Maker simplify creative generation. They enable rapid creation of ad variations at a fraction of the cost and time associated with manual production. Most importantly, the study found no evidence that higher AI-driven CTRs came at the expense of conversions: performance held steady even as creative volume increased. For chief financial officers (CFOs) focused on efficiency and risk management, the combination of stable conversion outcomes while cutting costs is appealing. It allows teams to shift resources away from production and toward testing and improving ad performance. ## 5 Ways AI-Creative Campaigns Offer Scalable Results at a Lower Cost Cost efficiency in advertising isn’t about cutting corners, it’s about removing friction from the parts of the workflow that can slow learning, limit testing, and consume budget without improving outcomes. Below are five ways AI-driven creative campaigns help advertisers achieve stronger performance at lower cost, without sacrificing quality or control. ### 1. Faster Time to Learning In performance marketing, speed to insight is often more valuable than perfection. Multiple industry reports show that creative is one of the biggest bottlenecks in optimization cycles. This isn’t because teams lack ideas, it’s simply because producing, testing, and deploying new variations takes time. Unfortunately, regular testing is still crucial to success. Studies find that increasing the velocity of creative testing leads to better performance outcomes, with brands that A/B test ad creative on a weekly basis seeing 31% higher conversion rates than those that test less frequently. AI-powered creative workflows compress those learning loops. By generating and launching multiple creative variations quickly, advertisers can gather useful insights early in a campaign’s lifecycle. That feedback helps teams refine messaging, visuals, and formats while budgets are still flexible, rather than discovering issues after the money has already been spent. ### 2. Lower Marginal Cost per Variant With traditional creative production, scaling comes at a cost. Each new asset requires additional design time, revisions, approvals, and coordination across internal or external teams. For many organizations, that means the marginal cost of testing “one more idea” is high enough to limit experimentation. Organizations cite creative production as one of the most resource-intensive aspects of modern digital marketing, particularly as teams attempt to deliver personalized and multi-format campaigns at scale. AI shifts that equation by making it easy to generate additional assets without requiring more resources. This allows advertisers to expand coverage without increasing headcount or spend, improving cost efficiency while also encouraging experimentation. ### 3. Reduced Creative Fatigue Risk Creative fatigue shows up in a simple but costly way: people tune out. When audiences are repeatedly served the same visual and message structure, engagement drops because the ad no longer feels like fresh information. One industry report found that 93% of customers skip or block ads. In crowded, feed-based environments, that means advertisers are often paying for impressions that don’t drive results. A few things typically contribute to creative fatigue: - Repeated exposure to the same visuals. - Messaging that becomes predictable over time. - Lack of variation across formats or placements. AI-driven creative helps reduce this fatigue by making refresh less of a burden. Instead of restarting the production process for every update, teams can generate and rotate new variations frequently while preserving the same offer and core message. As a result, brands can keep things fresh without constant manual effort. ### 4. Consistent Application of Proven Creative Signals Long before generative AI entered the conversation, advertising research consistently pointed to the same conclusion: Human cues drive attention. Clear focal points, realistic imagery, emotional relevance, and human presence get results. That includes the use of faces in ads, which studies have shown perform better than other visual stimuli. Key findings from a recent study reveal: - 91.7% of ads featuring a human face attracted more attention than ads without faces. - Faces are detected at least twice as fast as many other visual elements. - When models make direct eye contact, viewers are more likely to perceive trust and emotional connection. - Viewers subconsciously follow the direction a person in an ad is looking. AI systems trained on large datasets apply these principles consistently across hundreds or thousands of assets. Instead of relying on individual designers to interpret best practices asset by asset, AI ensures human-centric cues are repeated reliably at scale. That consistency helps protect performance as volume increases, which is something that’s difficult to maintain manually. ### 5. Budget Reallocation Toward Media Performance The shift toward AI doesn’t just reduce production costs, it frees up funds that businesses can shift toward other efforts. When creative absorbs a large share of the marketing budget, it constrains how much can be invested in reach, testing, and optimization. Since marketing leaders are under increasing pressure to demonstrate short-term return on investment, it’s important to assess how much spend is tied up in fixed operational costs rather than flexible, performance-driven investments. Lowering creative overhead lets organizations redirect spend toward the levers that most directly influence outcomes, including: - Expanding reach into new or under-tested audiences. - Increasing testing velocity across creatives, formats, and placements. - Funding faster optimization through bidding and budget adjustments. - Extending the lifespan of high-performing campaigns without creative bottlenecks. By reducing the fixed cost of creative production, AI enables this shift without forcing trade-offs in quality or volume. For business leaders, the result is improved capital performance. The same overall budget delivers more testing, more reach, and more opportunities to optimize. ## Key Takeaways Generative AI is changing the economics of performance marketing. When applied strategically, AI-driven creative enables faster experimentation, broader coverage, and sizable cost efficiencies without sacrificing effectiveness. At scale, AI-generated ads can perform on par with human-made creative while removing many of the operational constraints that traditionally limit testing. The advantage doesn’t come from automation for its own sake: Results improve when AI is used to reinforce established creative best practices, producing ads that feel authentic, credible, and designed for how people actually engage. ## Frequently Asked Questions (FAQs) ### Do AI ads drive accidental or low-quality clicks? Some advertisers worry that AI-generated ads may attract attention because they feel unfamiliar or “uncanny,” leading to clicks driven by curiosity rather than genuine interest. In real-world campaigns analyzed in the study, though, higher engagement from AI-generated creative (in this case, from GenAI Ad Maker) did not come at the expense of outcomes. The study found no evidence that increased click-through rates led to weaker conversion performance, indicating that AI-driven engagement reflected real intent rather than accidental interaction. ### What visual “red flags” make an ad look like AI to consumers? Audiences tend to disengage from creative that feels overly artificial or synthetic. When visuals appear too perfect or unnatural, viewers may subconsciously distrust the content, leading to lower engagement and weaker brand perception. Ads that trigger that reaction often feature exaggerated polish, odd proportions, or human elements that feel subtly “off.” Insights from campaigns analyzed in the study highlight specific design patterns that increase perceived artificiality. Heavy color saturation and highly stylized, glossy visuals were most likely to signal AI-generated content. In contrast, ads featuring large, clear human faces consistently appeared more authentic to viewers and earned stronger click-through performance. ### What visual features make an ad look too much like AI? When creative leans too far into artificial-looking elements, audiences may instinctively pull back. Content that feels synthetic or exaggerated can trigger skepticism, reducing trust and engagement even before the message is processed. Analysis from campaigns found that excessive color saturation and overly polished design were the strongest indicators that an ad would be perceived as AI-generated. Creative that emphasized larger, more natural-looking faces and simpler, less saturated visuals was far more likely to be seen as authentic. --- ### 5 Winning Elements of High-CTR AI Ads: What's Working URL: https://www.taboola.com/marketing-hub/ai-ads-that-work/ Last Modified: 2026-01-28 07:14:30 The past few years have been a living experiment on broadly adopting a new technology — generative AI — for businesses and individuals. It’s largely been a blank canvas, with people exploring how to use AI to create written drafts, videos, imagery, and more, alongside process automation, data exploration, and other practical applications. AI usage in advertising only continues to rise, with 83% of ad execs saying that their company has deployed AI in the creative process (that’s up from 60% in the same source’s 2024 study). Now, we’re finally capturing data to truly understand how gen AI compares to solely human-created work. In the world of digital advertising, a new study from Columbia, Harvard, Technical University of Munich (TUM), and Carnegie Mellon, found that AI-generated ads perform at the same level as, or better than, human-made content. The researchers analyzed more than 300,000 ads and more than 500 million impressions. The AI-generated ads studied were created using Realize’s GenAI Ad Maker, which lets advertisers create ads using AI alongside their traditional, human-made content. The study found some key parameters to help advertisers understand how to use AI and human-made work in tandem, and how to incorporate the benefits of AI to serve up great ads. Use these best practices for creating and testing AI-generated ads that connect with your audience. ## 1. Prioritize Clear Human Faces in the Frame When it comes to AI-generated ads, the single most powerful visual feature for driving engagement is the presence of faces. Consumers recognize this signal of humanness, and they strongly associate larger displayed faces with human-made content. That perception increases trust and drives a higher click-through rate (CTR). Design elements matter quite a lot for performance when creating ads, per AdExpert AI: Genuine smiles increase engagement by 27% compared to neutral expressions, and authentic, candid shots outperform professional studio photos by 41%. Newer AI tools are already incorporating this parameter into their creative work. Realize’s GenAI Ad Maker, for example, is actually more likely to include human faces than traditional human-made ads, aligning with long-standing creative best practices. When prompting AI on imagery, specify "close-up" or "mid-shot" views to ensure facial features are prominent and clear. ## 2. Master the Looks-Like-AI Spectrum Our human brains often gauge imagery as AI-generated based on a quick glimpse, leading to the “uncanny valley” effect. That’s when there’s a drop in human empathy and comfort upon seeing artificial beings that are almost human, but not quite. It can apply to robots, CGI, or even dolls, and it’s important to consider in AI-generated ads. To make sure imagery is comfortable to consumers, try these tips: ### Avoid over-saturation Consumers often identify ads as AI-generated if they feature intense color saturation or overly polished aesthetics. ### Aim for realism Higher levels of perceived artificiality significantly lower an ad’s performance. AI ads that were not perceived as AI achieved the highest CTR of all groups in the Columbia study, scoring even above those that were actually made by people. ### Disguise through quality Use features that consumers mistakenly associate with humans, such as high image clearness and sharpness, to "disguise" the AI's origin. Ultimately, AI-generated ads perform best when they feel authentically human. ## 3. Consider Strategic Industry Application Advertisers and performance marketers work in incredibly varied product categories, and they’re not all created equal. The effectiveness of AI varies significantly by product category, so advertisers should use AI where it shows the strongest performance. The research study found that AI-generated imagery has delivered especially strong results in personal finance, pets, real estate, and food and drink, so try AI-created ads in these high-performing verticals. Conversely, categories like education haven’t seen the same uplift, suggesting that audience expectations for human expertise are higher in these fields. Recent data has also found that retail and e-commerce is the top industry for use of AI in advertising, with 26% using AI, more than financial services, media, healthcare, and others. Consider AI ads with contextual sensitivity based on what you know about your audience. ## 4. Use the Sibling Ads Testing Framework In the study, the researchers used a “sibling ads” approach, comparing matched pairs of AI-generated and human-made ads created by the same advertiser, for the same campaign, on the same day, with the same objective and landing page. This approach let them isolate the impact of AI-generated visuals while controlling for all the many other variables that typically influence ad performance. For your own ad testing and to maximize ROI, move beyond simple A/B testing and try the sibling ads approach for faster iteration. Launch AI-generated and human-made variations simultaneously within the same campaign, sharing the same landing page and objectives. Because AI lets you create dozens of ad variations in minutes, you can identify the winners faster, without the creative burnout of traditional design cycles. ## 5. Drive Clicks Without Sacrificing Conversions One recent concern for performance marketers is that AI ads might only drive curiosity clicks that don’t lead to true engagement. But, in reality, the data shows that AI-generated visuals increase or maintain CTR without reducing downstream conversion performance. There’s a lot of potential for AI to improve ad performance through engagement, too. Microsoft found that users of Copilot engage much more with ads, driving 73% higher CTR and 16% stronger conversion rates. Plus, Copilot shortens customer journeys by 33%, reducing the number of steps to conversion versus traditional search. It’s also important to remember that, because AI ads can be produced at zero or near-zero cost, the on-par performance results in a significantly higher overall ROI for the campaign. ## Key Takeaways As AI usage continues to grow in creative work like advertising, there’s more and more data available on how AI-driven ads perform compared to human-created ads. The future of high-performance advertising will rely on a strategic blend of AI efficiency and human-centric design. Advertisers can continue improving ad effectiveness and cutting down on production overhead by prioritizing authentic human cues, avoiding perceptual markers, and using elements that consumers are comfortable with. As models continue to improve, the most successful brands will be those that use AI to enhance, not replace, the human feel of their creative work. ## Frequently Asked Questions (FAQs) ### Does using AI-generated imagery negatively impact my ad's click-through rate (CTR)? There have been concerns among advertisers that algorithm aversion will cause users to ignore or distrust AI content. But, within digital advertising, performance depends heavily on the quality of the output and how well it mimics human-made design principles. The Columbia study, which studied Realize’s AI ad creator specifically, showed that AI-generated ads actually achieved a higher average CTR (0.76%) compared to human-made ads (0.65%) in the full dataset. Using the sibling ad method with identical settings, AI ads performed the same or better against human-made ones, proving they do not sacrifice performance for efficiency. ### Is there a risk that AI ads will attract junk clicks that don't lead to actual sales? Another recent industry concern is that AI content might drive curiosity clicks, where users click on an ad simply because the image looks strange or novel, leading to high bounce rates and low conversions. In the research study, however, the data found no evidence of this curiosity click phenomenon. AI-generated visuals on the platform increased or maintained CTR without reducing downstream conversion rates, meaning advertisers gained scale without trading off quality or ROI. ### What is the most effective way to ensure an AI-generated ad performs well? Successful AI ads should continue to follow established marketing psychology. That includes using clear focal points and high-quality resolution, while avoiding the uncanny valley effect where images look nearly, but not quite real to human viewers. AI ads perform best when they do not look like AI to the consumer. Those using Realize for AI ad creation know that the art of disguise is key to success: Make sure that ads built with AI include large, clear human faces, which is a feature that consumers strongly associate with human-made content, and that drives significantly higher engagement. --- ### Ad Personalization: Relevancy Without Overreach URL: https://www.taboola.com/marketing-hub/ad-personalization/ Last Modified: 2026-02-03 08:06:24 With personalized ads outperforming the more traditional kind, ad personalization has become the standard for e-commerce brands. At the same time, though, some consumers are resistant to the perceived intrusion that often comes with it. How can marketers balance ad personalization with data privacy? Let’s explore the basics of ad personalization and then dive into the best ways to deploy it in a rapidly changing digital landscape. ## What Is Ad Personalization? Ad personalization is the practice of tailoring ads to specific consumers based on their demographic data, past online behaviors, or interests. It goes beyond simply addressing a prospect by their name in an email, or recommendations of relevant products that may match thematically with items already in their online shopping cart: Ad personalization serves up ads based on context, lookalike audiences, and other demographic data to deliver highly relevant content when consumers are ready to buy. Although, as stated, these ads can rub consumers the wrong way — on average, 45.6% of consumers across generations in the U.K. and the U.S. have a “negative” reaction toward personalized ads, according to a survey from Verve and Censuswide — they’re still highly effective. Indeed, the same survey shows that 76% of consumers said they pay attention to relevant ads, while 66% said they’ve helped them discover products. Per Attentive, 81% of shoppers said they ignore ads that aren’t relevant to them, while an overwhelming majority (96%) said they are more likely to purchase from a brand that shares a personalized message. ## How Does Ad Personalization Work? Ad personalization works slightly differently based on the platform or media, such as social media vs. display ads, SMS, paid search, paid social, or other formats. Essentially, though, ad personalization collects data, often using cookies or pixels to track user behavior and actions across platforms. In some cases, it can bridge the gap between social media, e-commerce sites, the open web, and mobile. Ad platforms and AdTech tools collect demographic, geographic, and contextual data to serve relevant ads at the right time. This way, featured ads closely match users’ interests and behaviors. ## Benefits of Ad Personalization Ad personalization has proven to be an effective means to reach consumers with relevant messages, especially as AI and large language models (LLMs) become better at understanding how specific content relates to user data. For instance, through contextual clues, LLMs can determine whether an article about “apple” refers to a computer, the tech company’s stock, or a fruit. In relation to advertising, highly relevant ads can reflect a specific location, time of year or season, or product category. Ad personalization can also reflect broad or specific knowledge about the user, such as their age, interests, gender, occupation, or income level. ### Greater Audience Engagement As noted above, more than three-quarters of consumers in the U.S. and U.K. pay attention when ads are relevant to their interests, while 81% ignore irrelevant messaging. Capturing engagement in today’s fast-paced, scroll-happy world represents a chance at success versus languishing in obscurity. ### Improved Conversion Rates Once you’ve captured attention, you’ve increased the odds of a successful conversion — whether that means an opt-in, a share, or a sale. When brands use personalized ads, conversion rates can rise by 10% up to 275% or more. Amplifon (a hearing device retailer), e.g., saw a 29% boost in conversion rates using personalized ads. Publishers hosting ads for brands also see improved results through AI personalization. For instance, the USA Today Network increased their click-through rate by 47% using personalization features. ### Customer Loyalty The benefits of ad personalization can also be measured through intangibles, or metrics that are slightly harder to quantify, like customer loyalty. Brands who use personalization often see more repeat customers, per LinkedIn. ## Types of Ad Personalization ### Predictive Personalization Predictive analytics use past consumer behavior and AI to deliver relevant ads based on predictions that the user will behave in the same way in the future. For instance, someone who just purchased an electric bicycle might have a high likelihood of also buying an app-enabled smart helmet to go with it. Predictive personalization can also work well for upsells; someone who just purchased season tickets to a regional theme park may also be interested in a meal package. E-commerce retailers can use predictive personalization to suggest clothing of the right size and style based on past purchases. The more historical data you have, and the better the analysis technology, the more relevant your results. ### Lookalike Marketing Lookalike marketing is a variant of predictive personalization, where marketers look at various characteristics shared by current customers, and serve ads to similar consumers in the hopes of expanding reach. Lookalike audiences can be used for ad personalization, but the success of a campaign hinges on whether or not consumers in similar demographics behave the same way. ### Behavioral Targeting Behavioral targeting is another form of predictive personalization based on a user’s past behavior, such as opened emails, abandoned carts, web browsing, or prior ad clicks. ### Retargeting Retargeting is a form of ad personalization based on user behavior. It focuses specifically on abandoned carts, people who engaged with an ad but didn’t convert to becoming a buyer, or someone who visited your website and didn’t make a purchase. Marketers can track their actions on-site to target them with highly relevant, personalized ads and even money-saving deals. ### Contextual Targeting Contextual targeting can help marketers serve up personalized ads without any specific demographic or user behavioral data. Instead, these personalized ads appear adjacent to related content. For instance, an ad for a Nissan Pathfinder might appear next to an article highlighting the 10 best SUVs for families. ### First-Party Data Personalization First-party data personalization relies on information collected from the brand, publisher, or website without relying on the use of cookies or tracking pixels. First-party data eliminates privacy concerns and enables highly targeted advertising even in cookieless environments. ## Where to Use Ad Personalization ### Search Engine Results Pages You can personalize Google Ads campaigns, as well as paid search on other search engines. Google allows you to personalize campaigns based on keywords, audience demographics, user preferences, web activity, location, and more. Google also allows publishers and users to change their ad experience in My Ad Center; people can select interests, limit sensitive ad topics, or even turn off their personalized experience. By allowing users greater control of their ad experience, it can help advertisers serve the right ads to Google, YouTube, and Maps users. ### Social Media LinkedIn, Facebook, Instagram, and other social channels also allow marketers to personalize ads through retargeting or based on specific demographics. It often takes trial and error for marketers to dial in on the right parameters: If a group is too large, you’ll target users who don’t care about your brand; if the group is too small, you won’t see any results. ### Your Website Personalization on e-commerce websites takes the form of product recommendations and upsells, as well as messages enticing consumers to revisit their abandoned cart. ### The Open Web While search and social platforms operate within closed ecosystems, the open web enables advertisers to reach users across a broad network of trusted publishers and environments. Personalization for programmatic ads, for example, leads to better results by serving up highly relevant content at the time a user is most likely to make a buying decision. Realize, as another example, uses powerful AI algorithms that rely on context cues to place relevant, personalized ads without needing to harvest user data. ## How to Personalize Ads ### Understand Your Demographic Before you can find relevant users to share your ads with, you have to understand their shared characteristics. Understanding your audience is key to a successful campaign: Dive deep into your ideal buyer personas, including age, location, interests, income, and the type of content they typically consume. ### Choose How You’ll Find Your Ideal Audience Which characteristics matter most to find your ideal audience online? Are you personalizing ads based on the context of information your ideal consumers are reading or viewing? Are you serving up personalized ads based on their interests or other demographic data? Are you using cookies to track consumers across the open web? Or, are you relying on lookalike audiences to find people with similar interests and characteristics as your best customers? ### Develop Creative That Resonates With Your Audience Once you’ve found your audience, the key to a successful campaign is creating content that resonates with them. It doesn’t end with the ad in their social media feed or on a search engine results page: The landing page connected to the ad should be compelling, easy-to-read (and act on!), and should mimic the look and feel of the ad so users feel a sense of continuity and familiarity. ### Transparency Is Key to Building Trust Remember that stat saying that 45% of web users react negatively to personalized ads? If ads hit too close to the mark, they can feel creepy — almost as if advertisers are following a consumer’s every move. Yet, the vast majority of consumers also acknowledge that highly relevant ads are useful. Advertisers need to find a balance, delivering the exact content shoppers need without seeming intrusive. By revealing how you’re collecting data and what you’re using it for, you can set people’s minds at ease. As ever, transparency builds trust. ## How to Leverage Personalized Ads for Cross-Channel Campaigns ### Design a Consistent Cross-Channel campaign Consistency is key to brand recognition and building trust. Your cross-channel campaign should use a similar look and feel across channels, including the same branding, a cohesive color palette, and similar copywriting. ### Use Programmatic Advertising to Reach Audiences on Multiple Channels Programmatic advertising follows users across the open web based on contextual signals. For instance, someone researching new SUVs might visit sites like Consumer Reports, Edmunds, and car review websites. Ads placed on each of these sites build brand familiarity; if someone researching new SUVs sees the Nissan Pathfinder enough times, they are likely to consider purchasing the vehicle. Data-driven insights can help marketers scale their most successful campaigns across channels to expand reach, reach consumers in the decision stage of the sales funnel, and increase their click-through rates and ROAS. ## Key Takeaways Personalized ads in multichannel campaigns reach audiences in the action phase of the sales funnel, when they are ready to buy. Transparency in how you’re harvesting and using consumer data is important to maintain trust. Ultimately, consumers agree that highly relevant advertising is effective, but they don’t want to feel as if brands are tracking their every move, either. ## Frequently Asked Questions (FAQs) ### Where does personalized ad data come from? Personalized ad data can come from cookies or pixels placed on websites, first-party data collected by the brand, or demographic data collected by social media sites or search engines. ### What are some marketing tools used for ad personalization? Platforms like Realize are powerful marketing tools for ad personalization across channels, including the open web. Realize offers AI-driven Audience Matching to identify and serve ads to the audiences most likely to convert; Predictive Audiences to target high-intent users; and Dynamic Creative Integration to deliver tailored creative formats (display, vertical video, etc.) across diverse placements, which helps to match creative to user context and preferences. --- ### AI vs Human Generated Performance Creatives: Synergy, Not Rivalry URL: https://www.taboola.com/marketing-hub/ai-vs-human-creatives-myth/ Last Modified: 2026-07-06 09:00:49 Now that the novelty of generative AI is wearing off, advertisers have gotten more serious about its usage — and are asking questions about its true effectiveness as they build a long-term strategy. As generative AI technology keeps maturing, we’re more able to gauge its impact across industries, refining its use and better understanding how to apply it. For advertisers, “artificial intelligence” is often synonymous with “artificial creativity.” The goal, then, is to find the balance between generative AI creative work and human-generated creative work, which means gathering more information about how consumers perceive and respond to AI-made ads. To that end, a new study conducted by researchers from Columbia, Harvard, Technical University of Munich (TUM), and Carnegie Mellon, using data from Realize (Taboola's performance marketing platform), has found that AI and human ads perform remarkably well when run in tandem. Below, I’ll explain how best to use them together for maximum impact. ## Why Performance Advertisers Should Balance AI Creative Work with Human Insight By now, it’s clear that AI won’t replace human creativity and ingenuity. What it can do — and do well — is augment human time and effort, when used correctly. The study found that AI-created ads can even outperform human-created ads, which serves as a good reminder of AI’s incredible power and scale when harnessed intelligently. The findings echo what many advertisers and marketers are finding in their day-to-day work: Generative AI can bring lots of benefits, but it needs human guidance to create the right outputs. For creative work, those outputs are ads that feel authentic and human — something that advertising and marketing teams can gauge. Keep an eye on these trends as you’re using, measuring, and refining your own AI use in advertising. ### 1. AI-Generated Creatives Bring Efficiency Efficiency is one of the top reasons why generative AI took off so quickly over the past few years, across industries. Advertising and marketing teams have embraced AI for creative work, even if they haven’t always fully understood how performance compares to human-generated work. For many of these teams, AI is the best option to help them keep up with competitors: 78% of respondents with ad budgets under $10 million are using AI tools for brainstorming and to develop initial basic concepts. Cost efficiency is also now seen as a top benefit of AI, according to 64% of respondents in an Interactive Advertising Bureau (IAB) survey. In addition, 61% of respondents say that AI’s creative innovation is an advantage. AI-generated creatives can be produced at a fraction of the cost — estimated at just a few cents per request — and in significantly less time than human-generated work. Users are still exploring and understanding the nuances of using AI for core advertising and marketing work beyond efficiency. ### 2. AI vs. Human Ads Show On-Par Performance Whatever the company size, team size, available resources, and current use of AI, advertisers and marketers have the same goal: improving performance metrics. What ultimately matters is how an AI-generated ad performs when compared to a human-generated ad. In the controlled setting of the paper’s research, AI-generated ads maintained performance that was on par with human-made ads. The Columbia study found that ads using AI-generated images achieved “human-level” click-through rates (CTRs). And, if an AI-generated image doesn’t “look” like AI, the CTRs become “superhuman.” (Helpfully, the study also explored the boundaries of what’s perceived as artificial by ad viewers, such as overly stylized imagery.) ### 3. The AI-Human Relationship Is Still Evolving AI use is extremely common in advertising work: 85% of those in the field are either using or planning to use gen AI to build video ad creative, with 85% using AI for social media ads, 73% for display, and 56% for TV ads. In the meantime, consumers have strong points of view on the use of gen AI ads: 60% think that the use of generative AI in ads should always be disclosed to consumers. AI concerns aren’t unfounded, of course: One IAB survey found that 70% of marketers reported at least one AI incident, such as hallucinated outputs, biased or inappropriate content, or off-brand or offensive material. Because of those incidents, 40% of respondents had to pause or pull ads, while more than a third dealt with brand damage or PR issues. Other studies have found that the disclosure of AI-generated content can negatively impact perceived credibility. These areas of exploration align with AI’s maturity curve, and offer plenty of opportunity for human advertisers to refine their work with generative AI in ads. According to one industry expert, the best-performing ad campaigns still rely heavily on human judgment, strategy, and experience. ### 4. Some Industries Are Adopting AI Tools Faster for Advertising The Columbia study observed that AI adoption is a strategic choice, often led by performance-oriented advertisers. The AI image generation feature studied, Realize’s GenAI AdMaker, has been adopted early by high-performance industries, in particular: - Pets: 15.6% adoption rate. - Business: 4.68% adoption rate. - Technology and Computing: 3.73% adoption rate. - Real Estate: 3.52% adoption rate. - Travel: 2.9% adoption rate. In general, AI usage in advertising is set to grow, with 58% of respondents in one survey planning to increase the use of AI for creative generation in the next year. AI usage is expanding in terms of formats and workloads, too: Beyond developing concepts, AI can create net-new images and even video. Another IAB survey found that when it comes to ad creative, AI is mostly being used for scriptwriting (75%) and generating visuals (55%). ## Key Takeaways Generative AI usage in advertising has moved beyond initial experimentation into a phase of refining and strategizing, and a new study shows that AI-generated ads can match or exceed the performance of human-generated ads. For performance marketers, applying gen AI tools to ad creation allows them to scale massively beyond what a human team can do, by using data and previous learning to refine prompts and parameters to guide AI creation. Advertisers can build a parallel human-and-AI approach to refine their ad strategies and achieve new levels of performance. ## Frequently Asked Questions (FAQs) ### Does AI-generated imagery perform better in specific industries than others? The Columbia study examined different industries and found major differences in which ones are adopting and benefiting from AI. Sectors like personal finance, food and drink, and pets all saw high adoption rates for using AI to create ads. Categories like education saw a much smaller adoption rate. This suggests that audience expectations and the typical look of an industry can influence how those audiences receive AI-generated content. ### Can consumers actually tell when an ad is AI-generated? The research found that nearly half (45%) of AI-generated ads were perceived as definitely or likely human-made, reflecting inaccuracies in consumer assumptions about AI creative. Raters identified 24.87% of actual human-made ad images as being AI-generated. This suggests that the perceived artificiality of an image — i.e., how much it looks like AI — is a more powerful driver of consumer behavior than the actual source of the image. ### What are the specific visual tells that trigger Algorithm Aversion? The study identified certain features in advertising that consumers tend to think are AI-created. Consumers generally associate high aesthetics, intense color saturation, and strong symmetry with AI-generated content. If an ad is overly polished, consumers may subconsciously or consciously sense its artificial origin and react negatively. But, AI-generated ads also disguise themselves by using features that consumers believe are human, such as larger facial areas and image clearness. Those features are actually more common in GenAI Ad Maker outputs than in human-made ones. --- ### 12 Best Performance Marketing Attribution Softwares to Use With Realize URL: https://www.taboola.com/marketing-hub/best-performance-marketing-attribution-software/ Last Modified: 2026-01-20 13:25:46 More and more, performance advertisers are using Realize to improve their campaign efficiency, tracking accuracy, and open-web visibility. What often gets overlooked, though, is that Realize is not itself an attribution platform. While it does a great job of collecting high-quality, first-party event data and providing actionable insights to optimize Realize campaigns, Realize’s reporting is designed to help advertisers understand and improve Realize campaigns, and not to replace full analytics systems like GA4 or advanced attribution tools. Full attribution systems allow you to apply last-click, multi-touch, or data-driven models. They can track multiple channels in parallel, and they understand user behavior across sessions and devices. Realize should therefore be used as the optimization layer, while the right attribution software provides a complete picture of your performance across the marketing mix. With that in mind, I’ve compiled the best attribution platforms to use alongside Realize. Each tool serves a different type of advertiser, and each helps fill measurement gaps that Realize intentionally does not attempt to solve. ## Best Performance Advertising Attribution Software to Use With Realize Again, the best attribution tool for your campaign will depend on your specific use case. Before reviewing individual platforms, it helps to understand where advertisers typically pair Realize with additional attribution software. For example, some advertisers need B2B-focused tools that connect early Realize-driven engagement to downstream CRM outcomes, while others, such as e-commerce brands, need software that connects spend to purchases, LTV, and cohort behavior. Each of the tools below strengthens Realize’s role in the measurement ecosystem and expands your ability to see and optimize the whole customer journey. Software Name Best For Leverages Realize With Pricing Adobe Marketo Measure Enterprise B2B organizations Maps Realize click data to CRM/sales stages and pipeline. Starts ~$40k/year; can exceed $200k/year. Dreamdata B2B SaaS and ABM teams Uses Realize clicks to initiate account-level journey timelines. Starts at $750/month; custom plans up to $50k+/year. Cometly Mid-market B2B advertisers Server-side tracking connecting Realize to lead quality/deals. $500–$1,000/month after 14-day free trial. Triple Whale Shopify/DTC merchants Ties Realize spend to Shopify purchases, LTV, and renewals. $149–$219/month (Free Basic plan available). ThoughtMetric Scaling DTC brands Connects Realize traffic/spend to revenue and retention. $99–$1,500/month after 14-day free trial. AnyTrack Performance marketers/affiliates Captures Realize clicks for CAPI and server-to-server tracking. $100–$300/month after 14-day free trial. Voluum High-volume media buyers Enables A/B testing and rule-based routing of Realize traffic. Individual: $119–$299/mo; Business: $539–$7,999/mo. Hyros Subscription/long-horizon brands Uses an "identity spine" to track long-term Realize LTV. Shopify: ~$69/mo; Business: $230–$1,499/mo. Singular Multi-channel advertisers Aggregates Realize cost data with other platforms for ROI. Growth: $0.05/conversion (Free plan available). Adverity Advanced analytics/BI teams Ingests Realize API data into data warehouses (Snowflake, etc). Enterprise pricing (custom quotes only). Google Analytics 4 Universal baseline tracking Tracks Realize sessions via UTMs and event tags. Free (Standard version). Adjust Mobile app marketers Handles app installs and SKAdNetwork attribution for Realize. Custom pricing quote only. ### 1. Adobe Marketo Measure (Formerly Bizible) Adobe Marketo Measure is one of the most advanced multi-touch attribution platforms for B2B organizations, with use cases for customer lifecycle engagement, cross-channel personalization, sales and marketing alignment, and proving marketing impact. It takes in Realize click data as early-touch engagement and maps it across marketing automation workflows, SDR processes, sales interactions, and CRM opportunity stages. By stitching together both anonymous and known interactions, it provides a complete view of how Realize influences pipeline development and revenue generation across long and complex buying journeys. Special Features  - Multi-touch attribution models (W-shaped, full-path, custom modeling). - Deep Salesforce integration and revenue-based reporting. - Identity stitching and touchpoint deduplication. - Account-based attribution across teams and channels. Pricing  Pricing is customized and not published on Adobe’s website, but generally starts around $40,000/year for basic features, and can exceed $200,000/year for large enterprises. Pros - Gold standard for B2B attribution. - Excellent CRM alignment. - Highly customizable modeling. Cons - Expensive. - Requires significant setup and data hygiene. ### 2. Dreamdata Dreamdata is explicitly designed for B2B teams that need visibility into long, touch-heavy journeys. It reconstructs account-level timelines from first engagement to closed revenue. Realize top-funnel clicks often initiate the timeline, then Dreamdata adds context by layering in website activity, email marketing, product usage, SDR outreach, and sales stages. The result is a granular, multi-touch understanding of how Realize contributes to pipeline velocity and deal creation. Special Features - Account-based journey mapping. - Cohort-level revenue analytics. - Custom models for pipeline influence. - Automated data stitching across platforms. Pricing For smaller businesses, the Foundational Plan starts at $750/month. Custom pricing is available for larger firms, but it can be up to $50,000/year or more. All paid plans include a free guided trial. Pros - Excellent for SaaS and ABM. - Strong visualization of multi-touch journeys. Robust identity resolution. Cons - Requires onboarding time. - Overkill for simple funnels. ### 3. Cometly Cometly is a lightweight yet powerful attribution tool designed for mid-market advertisers who need accurate alignment between their CRM and ad platform. It uses server-side tracking to connect Realize clicks to downstream events such as lead quality, pipeline stage progression, and closed deals. It is especially useful for advertisers who need a reliable, cost-effective alternative to enterprise tools. Special Features - Server-side conversion tracking. - CRM integrations. - Cross-channel attribution dashboards. Pricing After a 14-day free trial, pricing generally ranges between $500-$1,000/month, with custom pricing available for Enterprise-level volumes. Pros - Affordable. - Easy to implement. - Ideal for mid-market B2B. Cons - Less sophisticated than Marketo Measure or Dreamdata. Limited customization options. ### 4. Triple Whale Triple Whale is purpose-built for Shopify merchants, providing a unified performance hub for ROAS, multi-touch attribution, LTV, and cohort behavior. When you integrate Triple Whale with Realize, it ties Realize clicks and spend to Shopify purchase events, subscription renewals, and downstream customer value. Triple Whale also analyzes creative performance and identifies which ads, platforms, and campaigns contribute the most incremental revenue. Special Features - LTV-based attribution modeling. - Shopify-native cost and revenue aggregation. - Creative performance dashboards. - Pixel + server-side tracking. Pricing $149-$219/month (2 months free with annual payment), with a free Basic plan and add-ons available. Pros - Best-in-class DTC insights. - Strong creative analytics. - Easy Shopify integration. Cons - Only suitable for e-commerce. - Advanced features may require higher-tier plans. ### 5. ThoughtMetric ThoughtMetric is a streamlined attribution platform designed for e-commerce marketing teams that want fast, clear visibility into cross-channel performance. It connects Realize traffic and spend to purchases, revenue, and retention signals. The platform emphasizes simplicity, with intuitive dashboards that reveal which channels and creatives are driving the most effective growth, without requiring deep analytics expertise. Special Features - Straightforward multi-touch attribution. - Creative and campaign-level insights. - E-commerce funnel analysis. Pricing After a 14-day free trial, plans range from $99 to $1,500 a month (save 18% with annual billing). Custom pricing is available for pageviews over 3MM. Pros - Very easy to use. - Affordable. - Perfect for early or scaling DTC brands. Cons - Not as comprehensive as Triple Whale. - Limited advanced modeling. ### 6. AnyTrack AnyTrack automates server-to-server tracking and sets up Conversion API pipelines for Meta, Google, TikTok, and other platforms. It offers solutions for e-commerce, affiliate marketing, ad agencies, and lead generation. It captures Realize clicks and enriches conversion events before pushing them downstream, ensuring attribution accuracy even when browsers block cookies or users opt out of tracking. This makes it ideal for performance advertisers navigating privacy-driven signal loss. Special Features - Automatic CAPI integrations. - S2S event tracking. - Cross-funnel tracking automation. Pricing After a 14-day free trial, plans range from $100 to $300/month, with discounts available with annual billing (2 months free). Pros - Simple server-side implementation. - Great for performance marketers. - Strong automation features. Cons - Not designed for deep analytics. - Limited to tracking and passback roles. ### 7. Voluum Voluum is a powerful tracking and optimization platform favored by affiliate marketers and high-volume media buyers. It enables detailed tracking of Realize traffic, advanced A/B tests, and rule-based traffic routing. Voluum can automatically optimize workflows by adjusting traffic distribution based on performance metrics, fraud signals, or cost-efficiency thresholds. Special Features - Rule-based optimization and automation. - Split testing and path-based routing. - Bot/fraud detection. Pricing A wide range of plans for individuals and businesses. Individual plans are $119 and $299 monthly, while business plans are $539-$7,999 monthly. Discounted annual pricing is available for all plans. Pros - Ideal for large-scale performance buying. - Excellent experimentation tools. - High-speed reporting. Cons - Overkill for advertisers not running complex funnels. - Not built for B2B revenue attribution. ### 8. Hyros Hyros uses a server-side “identity spine” to track user behavior across sessions, devices, and channels. This allows it to reliably capture first-touch Realize engagement and attribute conversions that might occur weeks or months later. Hyros is popular among subscription-based and long-horizon advertisers who need rich LTV modeling and persistent identity resolution. Special Features - Server-side identity tracking. - Cross-device attribution. - LTV modeling and cohort analysis. Pricing Hyros offers a broad range of pricing for various use cases. You can get Shopify pricing as low as $69/month, paid annually, while business pricing plans range from $230-$1,499/month. Custom pricing is also available. Pros - Exceptional signal accuracy. - Reliable long-term attribution. - Strong for subscription or info-product models. Cons - Expensive. - Requires deeper technical setup. ### 9. Singular Singular is a unified marketing intelligence platform designed for advertisers who need cross-channel cost aggregation, attribution modeling, and ROI analysis. It pulls in spend and performance data from Realize alongside dozens of other ad platforms, analytics tools, and mobile partners, enabling advertisers to evaluate Realize performance in a broader context. With Singular, Realize’s click, cost, and conversion metrics become part of a complete multi-channel dataset that fuels unified marketing ROI (UM-ROI), media mix insights, and budget allocation decisions. Special Features - Unified cost aggregation from Realize, Meta, Google, Programmatic, and more. - Attribution modeling across mobile, web, and cross-platform campaigns. - Fraud detection and quality filtering tools. - Custom report builders and API access. Pricing Limited Free Plan available, but the Growth Plan is $0.05/conversion. Custom pricing is available on the Enterprise plan. Pros - Excellent for multi-channel advertisers. - Highly customizable dashboards. - Strong mobile + web + programmatic integration. Cons - Requires mature analytics workflows. - Setup complexity may be high for small teams. ### 10. Adverity Adverity is a powerful data integration and analytics platform used primarily by mid-market and enterprise advertisers who want to centralize marketing performance data in a warehouse for advanced analytics and modeling. Adverity ingests Realize API data along with social, search, CRM, and e-commerce systems to deliver a harmonized dataset that analysts can use for BI dashboards, attribution modeling, MMM, and forecasting. For advertisers who prefer to control their own attribution logic, Adverity offers unmatched flexibility. Special Features - ETL (Extract, Transform, Load) data pipelines. - Warehouse integrations (BigQuery, Snowflake, Redshift). - Automated data harmonization. - Customizable dashboards and analytics. Pricing Enterprise pricing, not published. It will vary widely depending on connectors and data volume. Pros - Ideal for advanced analytics teams. - Fully customizable data modeling. - Scales easily across global organizations. Cons - Not a plug-and-play attribution tool. - Requires internal data expertise. ### 11. Google Analytics 4 (GA4) GA4 is the foundational attribution and analytics platform for many advertisers. It collects Realize data via UTM parameters, event tags, and enhanced measurement, enabling advertisers to track Realize-driven sessions, conversion paths, and multi-touch attribution. While GA4 is not an enterprise-level attribution tool, it provides a critical baseline: how users behave after arriving from Realize, whether they engage with additional content, and how Realize interacts with other acquisition channels. Special Features - Data-driven attribution modeling. - Cross-device and cross-platform identity. - Event-based tracking architecture. - Custom funnels and audience builder. Pricing Free (GA4 Standard). Pros - Universal, widely adopted. - No cost. - Strong baseline for multi-channel visibility. Cons - Limited for advanced attribution. - Requires configuration for best results. ### 12. Adjust Adjust is a leading mobile measurement partner (MMP) that provides attribution, fraud prevention, and analytics for app marketers. When Realize drives app installs or in-app events, Adjust handles the proper attribution, SKAdNetwork compliance, and post-install tracking that Realize alone cannot measure. Mobile advertisers rely on Adjust to maintain Realize performance in line with Apple/Google privacy frameworks and to understand long-term app user value. Special Features - Mobile attribution and SKAN support. - Fraud prevention and anomaly detection. - Deep-linking and deferred deep-linking. - In-app event tracking and cohorts. Pricing Users will need to contact Adjust for a custom pricing quote. Pros - Ideal for mobile-first advertisers. - Strong fraud prevention. - Works seamlessly with Realize-driven app campaigns. Cons - Cost varies by usage. - Limited relevance for web-only advertisers. ## Key Takeaways Realize is a powerful performance-tracking and optimization tool, but you need to combine it with dedicated attribution software to fully understand your customer’s journey. For example, B2B advertisers often pair Realize with platforms like Adobe Marketo Measure or Dreamdata to link early-funnel engagement to CRM revenue. E-commerce brands use tools such as Triple Whale or ThoughtMetric to connect Realize spend to purchases, LTV, and creative performance. Server-side solutions such as AnyTrack, Voluum, and Hyros help capture Realize events more accurately in a privacy-sensitive environment. Multi-channel teams rely on Singular or Adverity to unify Realize data with other sources for holistic ROI measurement, while GA4 and Adjust provide foundational web and mobile attribution. Choosing the right attribution partner ensures advertisers can see Realize’s true impact across their entire marketing mix. ## Frequently Asked Questions (FAQs) ### How can performance advertisers ensure accurate and reliable conversion data despite privacy restrictions? As browser-based tracking becomes less reliable due to cookie deprecation and privacy constraints, advertisers are increasingly shifting toward server-side tracking and first-party data to preserve conversion accuracy. Moving measurement from the browser to secure server environments, often via Conversion APIs (CAPI), helps maintain signal fidelity, reduces data loss, and ensures compliance across platforms. Realize is designed to support this modern measurement approach. Its codeless conversions make it easy to capture key funnel events without heavy instrumentation, while integrations with Google Tag Manager and third-party tracking tools enable server-side or hybrid setups. Additionally, Pixel Audiences leverage first-party data to strengthen targeting and attribution even as third-party signals disappear. By pairing industry-standard server-side practices with Realize’s built-in data capture capabilities, advertisers can maintain accurate, resilient performance measurement in a privacy-restricted ecosystem. ### How can platforms move beyond simple conversion counting to optimize for customer lifetime value and ROAS? The advertising industry is increasingly shifting from basic conversion counting to value-based optimization, where platforms use machine learning and Value-Based Bidding (VBB) to prioritize customers who deliver higher revenue or long-term value. Instead of optimizing solely for CPA, advertisers send conversion values and customer signals so algorithms can predict Return On Ad Spend (ROAS), evaluate historical behavior, and allocate spend toward audiences most likely to drive profitable growth. Realize is built to support this value-driven approach through its Performance AI Toolkit. With Maximize Value (ROAS) bidding, advertisers can optimize directly toward high-value outcomes, while Maximize Conversions (CPA) offers efficiency-focused optimization with optional CPA targets. Realize’s Predictive Audiences further enhances this strategy by identifying users most likely to take valuable actions using machine learning models trained on source data. Together, these capabilities help advertisers move beyond volume-based metrics and align Realize campaigns with revenue, LTV, and profit goals. ### How can performance marketers proactively manage media spend and prevent wasted spend on low-quality placements? Efficient media management increasingly depends on automated protections, rule-based optimization, and transparent supply controls. Across the industry, advertisers use machine learning, historical performance data, and real-time quality indicators to pause underperforming ads, shift budgets, and block low-quality or invalid traffic. This reduces waste and improves overall campaign efficiency. Realize integrates these best practices directly into its optimization framework. SpendGuard automatically monitors recent performance to detect and minimize inefficient spend on poor-quality placements, while Custom Rules allow always-on automation to pause ads or adjust budgets based on key performance indicators (KPIs). Realize also provides granular supply controls, including site blocking, keyword blocking, and pre-bid filters, so marketers can proactively maintain inventory quality and protect brand safety. Combined, these capabilities ensure smarter, more efficient spending without relying on manual intervention. --- ### Four Ways GenAI Ad Maker Improves Creative Performance URL: https://www.taboola.com/marketing-hub/genai-ad-maker-for-image-performrance/ Last Modified: 2026-03-15 14:22:57 In performance marketing, your creative is either working or it’s costing you money. With engagement dropping off sooner than ever, marketers need a way to deliver a steady stream of fresh, high-performing assets across platforms and formats. Generative artificial intelligence (GenAI) has made it easier than ever to produce images at scale. Instead of waiting days or weeks for new concepts, marketers can now create and test original image assets on demand. The newest evolution in this space is AI-driven motion generation, which lets you apply animation and micro-movement to any static image. This capability offers a faster, more scalable way to refresh ads, boost click-through rates, and combat the creative fatigue that slows performance. Below, I’ll break down the three critical ways that GenAI Motion Ads — part of Realize’s game-changing GenAI Ad Maker product suite — empowers advertisers to create, refine, and test image and motion assets at a pace that matches today’s performance marketing demands. ## 1. Accelerated, On-Demand Asset Generation Long production timelines are a major hurdle for performance advertisers. Even a simple motion asset can demand the work of designers, animators, and editors, with each draft requiring approvals and revisions. By the time a new variation is ready, performance patterns may have already changed. GenAI Motion Ads solves that slowdown by making it quick and easy to transform any static image into a polished motion ad. Instead of relying on storyboarding, motion graphics work, or multistep video editing, you can upload a single still image and let the AI add dynamic movement in seconds. ### Instantaneous Motion Ad Creation The core innovation of GenAI Motion Ads is its ability to use AI to generate motion in a static image. This feature lives inside the AI tab, allowing you to move from concept to motion-ready creative without leaving the platform or dealing with multiple production tools. The process is intentionally streamlined: - Upload an image: You can upload a graphic or provide a URL, which makes it easy to repurpose existing brand assets. - Add prompts: You can provide short descriptions of what you’re looking to achieve. These will help guide the AI and better ensure that the finished product aligns with your campaign. - Apply motion: Once you’ve uploaded an image, the system analyzes it and applies motion intelligently, typically generating the finished product within 30 seconds. - Test your image: Your ready-to-test assets feature animation that’s strategically guided by performance patterns that historically lift engagement. AI-powered motion tools are especially impactful because motion ads consistently outperform static images. Even subtle animation can add life to an existing asset without requiring a redesign. This allows teams to extend the value of assets they already have in their media library, converting them to high-engagement formats that strengthen the testing funnel. ### Eliminating Production Lag Historically, creative teams had to choose a smaller number of motion variations due to limited bandwidth. This slowed down testing and put a cap on optimization potential. By removing that friction, GenAI Motion Ads lets you: - Refresh underperforming creatives quickly. - Build motion variants for top-performing static assets. - Produce multiple versions of an idea to compare different movement styles, which can be refined with short prompts. - Keep pace with rapid shifts in performance trends. Motion creative is no longer a special project: With tools that streamline asset creation, you can optimize continuously without slowing your workflow. ## 2. Performance-DNA: Generative AI Built on Real Network Signals While general-purpose AI tools focus on aesthetics, GenAI Ad Maker on Realize is fundamentally different because it is engineered for outcomes, not just images. Its output is directly informed by the performance patterns of one of the world's largest advertising datasets. - Trained on Engagement Signals: Unlike generic models, Realize’s AI is integrated with a performance toolkit shaped by real-world engagement signals—including over 500M impressions and 3M clicks analyzed in the Columbia study. - Built-in Creative Best Practices: The tool automatically prioritizes elements that the study identified as high-performing, such as prominent human faces, which were found to be the single most influential factor in driving engagement and building trust. - Performance Alignment by Design: Every motion and image asset is generated to align with specific campaign objectives—whether awareness or conversion—ensuring that the creative is "production-ready" for the open web from the moment of creation. - Predictive Success: By incorporating long-standing Creative Shop best practices into its algorithms, the GenAI Ad Maker produces assets that are statistically more likely to match or exceed human-made benchmarks. ## 3. Policy-Aligned and Quality-Controlled Assets High-quality creative matters, but quality without compliance likely won’t get approved, and assets that don’t meet platform policies can stall campaigns or hurt performance. GenAI Motion Ads was built to generate original assets geared toward both strong performance and adherence to advertising policies. ### Higher Performance and Quality Vetting The platform’s AI engine has undergone extensive testing, with the results demonstrating that the motion creative it generates can significantly improve performance metrics. When testing AI-generated motion against a static baseline, social trading platform eToro saw a 26% lift in viewable click-through rate (vCTR) and a 29% increase in its conversion rate (CVR). These results reinforce that motion created with GenAI Motion Ads is more than a novelty: It dramatically improves how users interact with your ads and how often those ads convert. ### Built-In Compliance and Policy Awareness Realize’s GenAI Ad Maker product suite stands out for its policy-aware design, having been trained to understand the creative guidelines governing advertising approval, ensuring that the generated output aligns with typical platform rules. That includes: - Avoiding misleading imagery, inappropriate themes, or graphics associated with restricted product categories. - Guiding layouts, messaging cues, and visual treatments toward formats most likely to pass review. - Producing creatives aligned with performance and targeting requirements, supporting compliance across Meta, Google, TikTok, and other major channels. - Conducting automated policy checks to minimize downtime from rejected ads, keeping campaigns live and performing while protecting your brand reputation. By producing assets tailored to your campaign objectives and built to comply with policies, you can avoid wasting time on ad rejections and resubmissions. The result is faster deployment, more flexible testing, and quicker learning. This built-in quality control is especially valuable if your team is managing fast-paced campaigns. You simply can’t afford the downtime that comes from asset issues. ## 4. Enabling High-Velocity A/B Testing and Optimization In modern performance marketing, testing is no longer a quarterly task: Successful marketers make testing a part of their processes. Winning ads often come from testing dozens of variations to find the right combination of format, motion style, visual composition, and messaging. The GenAI Ad Maker suite is designed to fuel that pipeline by making high-volume creation iteration easy, affordable, and fast. ### Fueling the Creative Testing Funnel The ability to generate multiple original creative assets on demand can turbocharge your testing strategies. Instead of waiting for new visuals, you can quickly spin up sets of assets that explore different motion styles, colors, focal points, or visual treatments. This ease of image creation helps with: - Combatting creative fatigue: When audiences see the same visual assets over and over, performance starts to drop off. Being able to generate low-cost variants means you can battle that fatigue and keep engagement strong. - Finding winning combinations: Pairing AI-generated visuals with different headlines or calls to action (CTAs) allows for high-velocity experimentation across every element of the ad. - Scaling quickly: Rapid testing means faster identification of top performers, which also helps you quickly iterate on what’s working. - Maximizing return on investment: More testing leads to more optimization opportunities, which leads to a better overall return on your ad spend. All of this is especially relevant if you’re already using generative AI tools or motion formats and want to deepen your testing strategies. When you leverage AI to add motion to your still images, you can generate a steady but diverse flow of creative for ongoing experimentation. ### Performance-Driven Creative at Scale GenAI Motion Ads doesn’t just speed up your processes, it also helps you produce testable creative assets that can noticeably improve your results. Each asset is generated with performance in mind, so your visuals will be closely aligned with your campaign objectives. This works well for marketers who want: - A scalable way to power continuous A/B testing. - The ability to rapidly adapt to incoming performance data. - A creative workflow without constant bottlenecks. - Assets designed specifically to drive conversions or engagement. Instead of rebuilding the creative process for every iteration, these tools create high-quality assets to feed your campaigns. This, in turn, lets you shift your focus to analyzing results and tweaking your strategy in response. Part of the GenAI Ad Maker product suite, GenAI Motion Ads represents a major shift in how creative teams approach performance marketing. Instead of relying on expensive and time-consuming manual processes, you can now generate dynamic, conversion-ready assets in seconds. This instant static-to-motion capability offers a faster route to higher engagement and stronger CVRs, eliminating the bottlenecks that once made video creative cost-prohibitive, backed by real-world results. A second, crucial benefit comes from the scalability that generative AI brings to testing creatives. Armed with the capability to produce a steady stream of fresh assets, you can run high-velocity A/B tests, fight creative fatigue, and adapt to performance trends in real time. For performance marketers, the message is clear: AI-driven creative generation is not only an advantage, it also provides a solid foundation for sustainable and scalable growth. ## Frequently Asked Questions (FAQs) ### What measurable performance benefits can I expect when using GenAI to add motion to my static images? Adding motion to static images typically leads to stronger engagement and conversion performance. Motion creatives catch attention in crowded feeds, increasing the likelihood that a user will not only notice it, but take action. Many advertisers see double-digit lifts in vCTR and CVR when they test motion variants against static assets, making it one of the most reliable ways to refresh creative and boost campaign efficiency. Realize has measured this impact directly through internal testing. Clients using the GenAI motion capability have seen measurable performance lifts. As mentioned above, eToro recorded a 29% increase in CVR when comparing motion variants generated using GenAI Motion Ads to its static images. These improvements help advertisers drive more conversions without increasing spend. ### How can I efficiently scale motion creative for testing and iteration without massive production costs? Generative AI tools make it possible to scale motion creative quickly and affordably by automating the production process. Instead of working through lengthy design timelines, your team can instantly generate creative variants or animate existing still images. This reduces your reliance on specialized design teams, effectively lowering the overall cost of producing each testable asset. The biggest benefit of this is that you can continuously experiment without stretching your limited resources. Realize offers the GenAI Ad Maker product suite — which includes GenAI Motion Ads — to make it easy to instantly produce motion variants from existing assets or text prompts, enabling rapid testing at a fraction of traditional costs. With Realize, teams can maintain a steady flow of fresh creative for experimentation without adding headcount or outsourcing animation work. ### How do I ensure the images I create with AI are ready for immediate use and testing? The key to producing production-ready creatives is to use AI not just for asset output, but also for performance alignment. The most effective tools generate visuals that match your campaign goals, whether you’re aiming for awareness, traffic, engagement, or conversions. This ensures each asset is ready to use as soon as it’s produced. When your outputs are built to perform, they can feed directly into your A/B testing environment without requiring heavy editing. Realize’s GenAI Ad Maker integrates with its performance toolkit. That means every generated asset is shaped by the same performance signals that guide campaign delivery, which ensures that your creative aligns with your advertising objectives. This keeps your entire optimization cycle strong with a steady stream of creatives for you to test. --- ### 5 Ways Realize Will Scale Performance on the Open Web in 2026 URL: https://www.taboola.com/marketing-hub/how-realize-scales-performance-on-open-web/ Last Modified: 2026-01-09 14:09:13 It’s another new year, with lots of new opportunities in the world of digital advertising. As you’ll have noticed, the market is more fragmented than ever, with overcrowded, expensive social media and search channels and fatigued users. For advertisers and performance marketers, taking a fresh approach is essential to grow audiences and conversions. Instead of reusing the same playbook, the open web offers a path for advertisers to reach high-intent users where they actually spend time, whether that’s reading news, researching products, or engaging with content. Modern platforms offer lots of options for advertisers to deploy their resources more intelligently and strategically than in years past. The new year is a good time to test new platforms as you increase incremental reach and optimize for performance. That’s where performance advertising platform Realize can help. Realize incorporates deep machine learning and robust first-party data to serve as the go-to solution for brands that demand measurable growth. Customers report increases in return on ad spend (ROAS), reach, and time on site, along with reduced cost-per-click numbers and other essential performance metrics. Here are five reasons why Realize should be at the heart of your 2026 media mix, with details from users on how they’ve refined their approach with Realize and found success on the open web. ## 1. Capture Attention and Increase Reach and ROAS with AI-Powered Bidding Whatever your industry or marketing goals in 2026, efficiency is likely top of mind. Instead of guessing at what ad spending will be weekly, monthly, or quarterly, try a better way. Realize’s Maximize Conversions bidding technology adjusts bids automatically in real time, so you can meet specific goals and use money wisely without overspending. Realize users see improved reach and ROAS by using this feature. Case in Point: Hospitality group Minor Hotels activated AI-driven native ads and automated bidding in Realize as part of their strategy to drive property bookings beyond search and social. Minor Hotels optimized for high-intent travelers and achieved 5x ROAS using Realize’s features. Likewise, social publisher and entertainment network Ströer achieved a 3x increase in reach when they adopted Realize’s Maximize Conversions feature. They also saw a 13% increase in page views per session and a 2x increase in revenue per click. ## 2. Triple Your Lead Generation While Reducing Costs Lead acquisition on the web happens on an entirely different scale from search engines, which can easily stagnate or return mismatched leads. With Realize, it’s possible to quickly test thousands of creative variations and targeting segments to see what’s working and choose the most efficient way to capture a lead, without going over budget. Built-in generative AI tools mean you can use Realize to test copy, CTAs, and creative separately or in different combinations, to choose the right variations for the audience. Realize users can better target audiences and test hypotheses faster. Case in Point: Security provider Verisure chose Realize to expand their reach in Latin America. They used both native and display formats with ABBY, Realize’s gen AI creative tool, and tripled lead volume while reducing cost per lead (CPL) by 69% over five months. ## 3. Reach High-Intent Audiences Beyond the Typical Walled Gardens Intent is essential when you’re looking for new leads and conversions, and it’s often missing from social and search channel advertising strategies. Open web users are generally in discovery mode, rather than mindlessly scrolling on social media channels. Realize uses first-party behavioral signals to find customers who are ready to engage, based on what they’re actually consuming. Realize users end up with better leads that align with their performance goals. Case in Point: Energy solutions provider Livguard aimed to find and engage audiences with true consideration intent, rather than the shallow traffic they’d seen from social and over the top (OTT) content delivered directly to users. Livguard chose Realize, and found that users coming from Realize stayed on the site 16% longer than those from paid search, and that those users took 29% more actions per session than those from social media traffic. For TripAdvisor’s Cruise Critic review platform, using Realize to diversify their media mix led to a 67% lower cost per click (CPC) than their Meta advertising. Realize was also 78% more efficient than Cruise Critic’s CPC benchmark. ## 4. Outperform Other Performance Channels Marketers and advertisers have spent years trying to eke out small gains as legacy performance channels grow oversaturated and user journeys become more complex. Taking better advantage of the open web’s opportunities can lead to greater growth numbers that meet or exceed business goals: Realize consistently proves its worth by delivering lower CPAs and higher returns than legacy performance channels. Case in Point: PortAventura World, one of Europe’s largest leisure destinations, used Realize to increase hotel bookings. They chose the Taboola Pixel for precision retargeting and automated bidding, and achieved a 44% higher ROAS and a 47% lower CPA — that’s compared to all their other performance marketing channels in 2024. ## 5. Boost Engagement and Revenue Through Better User Experiences While performance marketers can find a lot of new success with Realize features, it’s also designed to help create better, more seamless user experiences. Realize serves ads that feel like a natural part of the content that users are already consuming, leading to higher engagement rates and increased brand affinity. Case in Point: Broadcasting network Channel A chose the continuously scrolling Taboola Feed, powered by Realize, to reverse a decline in monthly active users and also increase revenue. The Feed brings a non-disruptive, personalized experience to users, and Channel A saw a 60% increase in RPM and a 40% increase in CTR with Realize. Meanwhile, grocery store chain Lidl Hellas, along with Project Agora, grew their user engagement metrics when they implemented an always-on Taboola campaign. They saw a 3.6x above average CTR, an increase of 548% pages per session, and a growth of 442% average session duration after choosing Realize. ## Your New Year’s Resolution: Scale Smarter in 2026 So, which increased performance metrics will you celebrate at the end of 2026? Whether you’re looking for a 5x ROAS like Minor Hotels, a 69% lower CPL like Verisure, or deeper engagement like Livguard, Realize offers the tools to win on the open web. Rather than sticking with oversaturated, underperforming search and social channels, find performance and scale where engagement is highest. --- ### 3 Key Elements to A/B Test for Maximum Conversion Uplift URL: https://www.taboola.com/marketing-hub/ab-test-key-elements/ Last Modified: 2026-05-24 07:56:16 When you’re running a digital advertising campaign, there’s a ton of choices to make — creative, strategic, and design to name just a few — and it can get overwhelming right from the start. Optimizing digital ad and landing page performance is less about luck and more about data-driven testing, specifically, forming a comprehensive strategy focused on A/B testing the three most impactful ad elements: headlines, images, and calls-to-action (CTAs). Why these three? Well, first off, as a copywriter, I can tell you that they’re the highest-visibility components that define a visitor's first and last impression. That matters, because a well-executed test focused on these critical variables can deliver statistically significant results, leading to maximum conversion rate uplift and better return on investment (ROI). ## The Core A/B Testing Process A/B testing is a method of comparing two or more versions of a single element to see which performs better against a specific goal, such as conversion rate or click-through rate (CTR). It may seem like a simple concept, and it kind of is at its core, but it’s an absolute game-changer. A/B testing is a structured process that helps remove guesswork from your optimization strategy, and that’s worth a lot. Here are the steps to doing it effectively: ### Formulating a Strong Hypothesis Every successful test starts with a clear hypothesis — a prediction about how a specific change will affect user behavior. A strong hypothesis has three parts: - Identify a clear problem or challenge: For example, "The sign-up rate for our ad is low." - Offer a precise solution: The change you will make, e.g., "Changing the CTA button color from blue to green." - Describe the expected impact: The predicted effect on user behavior, e.g., "This change will increase click-through rates by 10%." ### Setting Up the Test To ensure your test gives you reliable data, follow these guidelines: - Test one element at a time (isolate variables): This is crucial. If you change both the headline and the image simultaneously, you won't know which change caused the impact. - Establish a clear goal and baseline metric or key performance indicator (KPI): Define exactly what success looks like (e.g., conversion rate, CTR, or bounce rate). - Run the test for a sufficient amount of time: Testing typically requires two to four weeks to gather enough data for statistical significance and accurately measure the true conversion lift, filtering out daily fluctuations. ### Analyzing Results and Scaling Wins The final step is translating raw data into actionable growth: - Compare the performance: Look at the variation against the control (original version) across your defined KPI. - Look for a statistically significant uplift: Ensure the difference in performance (e.g., the 10% increase in CTR) is reliable, usually requiring a 95% confidence level or higher. Marketers can ensure this by using online statistical significance calculators or relying on the built-in reporting tools of modern ad platforms, which often provide the confidence score as a percentage, or flag a test as statistically significant. - Implement the winning version and scale: Once validated, replace the original ad with the winner and immediately start a new A/B test to continue the cycle of optimization. ## Headlines: The First Impression Test Headlines are the large, lit-up sign over the main entrance to your ad or content. ### Why Headlines Matter If the headline misses, most users won't stick around to click on anything beyond it. Testing the headline is critical because it's the first thing your audience sees, capturing attention and enticing them to engage with your content. ### What to Test (Variables) - Length: Try a longer, more descriptive headline versus a short, punchy one. - Tone/emotion: Test headlines that express negative or positive emotions, or try posing a direct question to the user. - Content: Test different value propositions, or try incorporating a testimonial directly into the headline for social proof. - Clarity: Ensure headlines clearly and instantly communicate the value of your content to the casual scanner. ## Images: The Visual Hook Test Before even reading the copy, images and visual assets are often the first elements users take in. When everything aligns, testing them can drastically improve click-through rates and directly increase sales. ### Why Images Matter Images are the primary visual hook that captures attention in a busy feed. Testing the right visual elements ensures that the "look" of your ad immediately resonates with your target audience. ### What to Test (Variables) - Relevance and seasonality: Test images to ensure they are aligned with the target market’s current mood, circumstance, or season. - Diversity and representation: Make sure your images reflect an equal representation of diversity — especially within your target audience, but also as a good general practice. - Product focus: Use at least one clear image of the product in use (Hero Product Image), showing the positive benefits, rather than just the object. - Visual type: Test a static image against a short, dynamic video, or against a specialized Motion Ad format (short, dynamic, motion-based creative) to capture more attention. - Visual appeal: Test images that feature "pretty people." Seriously — studies suggest people are more likely to trust attractive individuals. ## Calls-to-Action (CTAs): The Action Trigger Test The CTA is the moment of truth. It's an action that needs to inspire the customer to take charge, filling in the final blank on whether a user will convert. ### Why CTAs Matter The CTA is your ad's final instruction. Even a perfect headline and image will fail without a compelling and clear action trigger to guide the user to the next step. ### What to Test (Variables) - Language/text: Use active, powerful verbs, or try clear action phrases against value-first messages (e.g., "Shop Now" vs. "Get My Free Guide"). - Color/style: Test different color palettes to find one that stands out against the website's color scheme, ensuring the button is highly visible. To go even deeper, research the effect that colors can have on users. Choosing a bright red can make a noticeable difference than, say, a soothing blue. It’s worth testing and seeing what works. - Placement: Test the position on the page, such as putting the CTA immediately after the value proposition, versus placing it after social proof or testimonials. ## Enhancing the A/B Testing Lifecycle Manual A/B testing is powerful, but it's slow. To achieve the fastest conversion uplift, modern marketers integrate artificial intelligence (AI)-powered optimization tools that speed up every step of the testing process. ### Leveraging Campaign Performance Data After running a test, analyze the data — not just for the winner, but for specific audience segments. For example, an ad showing a 5% overall conversion rate might show a 15% conversion rate (CVR) among users who clicked through from a financial news site, but only 2% from a sports blog. This insight allows you to stop running the ad on the sports blog (an underperforming segment) and scale up the ad on financial sites. Use this data to refine targeting and optimize ad spend across your entire campaign ecosystem. ### Creating Multiple Creative Variations Quickly Manual testing is limited by the time it takes to design new assets. That’s where tools like Realize are game-changers, as they allow you to use AI to quickly generate and optimize creative variants. New variants enable faster A/B testing on different visual and copy combinations. ### Streamlining Test Setup and Optimization An AI-powered assistant can also automate campaign setup and media planning, applying best practices right from the start. This allows you to quickly create multiple landing pages and ad variations — often using simple prompts — to enable faster A/B testing without the tedious manual setup. ### Automating A/B Test Outcomes The fastest way to scale a test is through automation. Employ Custom Rules to automatically pause underperforming ads and scale successful campaigns, allowing the learning from A/B tests to be instantly applied to optimize budget and performance. This ensures you're always running the highest-converting variations. ## Key Takeaways Focusing your A/B testing efforts on headlines, images, and CTAs offers the most direct route to boosting your conversion rates (uplift). By using a structured, data-driven approach on these three high-impact components, marketers can drop the guesswork and achieve measurable, dependable results. This continuous cycle of testing and analysis, particularly when amplified by platforms like Realize, is essential for maximizing your return on investment (ROI) and fueling business growth. ## Frequently Asked Questions (FAQs) ### How can I quickly generate creative variants for A/B testing? You can manually create variations or use third-party AI tools for basic design and copy generation. This often involves juggling multiple tools and manually uploading assets into your ad platform, which can be time consuming, and slow down your testing cycle. Within the Realize platform, the GenAI Ad Maker creates and optimizes creative variants directly. This tool utilizes generative AI to swiftly make free and original creative assets, including images and titles, based on current network best practices and your campaign goals. It enables you to generate multiple variations from a single prompt or image in seconds, achieving enhanced performance and results instantly. ### How can I test creative changes in a low-risk environment before launching them widely? Use A/B testing platforms to split a small portion of your live traffic (e.g., 50/50 split) between the control and the variation to minimize revenue risk. While effective, this still exposes your campaign to potential losses if the new creative performs poorly, and it requires a long waiting period for statistical significance. With Realize, the Performance Simulator (currently in beta) allows you to model and reduce the risk of budget changes by testing different scenarios and gaining visibility into expected conversions before adjusting budgets. This unique tool provides predictive testing before scaling, using your campaign’s historical data (with at least four spending days in Maximize Conversions) to forecast the impact of budget increases or decreases. Doing this helps you find the optimal investment level with a confidence score before you expose your campaign to any real risk. ### How can I simplify the process of setting up conversion tracking for my A/B tests? You typically need to add specific code (e.g., event snippets or URL tracking parameters) to your website or landing pages to measure conversions accurately. This process often requires technical knowledge (or a developer) to implement the Taboola Pixel and then add subsequent event code snippets to track specific actions, like form fills or downloads. The Realize platform offers a Codeless Conversions solution to simplify setup. Once the basic Taboola Pixel is implemented, you can create event and URL-based conversions directly in the platform without technical setup. This tool is crucial for A/B testing because it ensures you can quickly and accurately track key metrics — such as button clicks or page visits — without delays from coding, enabling faster optimization decisions. ### What kind of visual formats can I A/B test for performance uplift? You can test static images, GIFs, and videos on your ad creatives and landing pages. Standard A/B testing usually compares images against each other or against longer video assets to see which style is most engaging for your audience. With Realize, you can A/B test a wide range of formats, including Native Ads, Motion Ads, and Vertical Ads, all within the platform. Beyond standard static Native Ads (which blend seamlessly), you can test Motion Ads (short, dynamic, motion-based creatives that drive higher CTR) or Vertical Ads for mobile-first, full-screen impact. You can even use the GenAI Ad Maker to turn a static image into a Motion Ad with a text prompt, rapidly generating a new format variant for your test. --- ### Static Images vs. Motion Ads: Strengths, Weaknesses, and How To Know What to Go With URL: https://www.taboola.com/marketing-hub/static-images-vs-motion-ads/ Last Modified: 2026-04-23 11:19:30 It’s a performance-driven ad landscape out there, and creative formats have become just as critical as channel selection and audience targeting these days. As marketers push beyond overly saturated search and social environments, they need formats that not only capture attention but also convert — efficiently, repeatedly, and at scale. That’s where the two dominant creative formats stand out on the open web: static image ads and motion ads. Each plays a unique role across the funnel, yet not all formats provide equal conversion impact. Let’s explore how these formats perform, why motion is increasingly outperforming static, and what tools performance advertisers now have at their disposal to optimize for higher conversion rates (CVR) — especially in environments where costs are rising, attention is fragmented, and traditional performance channels are becoming less reliable. ## Why Creative Format Matters More Than Ever The choice of ad creative isn’t just a matter of preference, it’s an important performance lever, particularly for marketers operating on the open web. Here are a few reasons why your format choice is crucial: - Artificial intelligence (AI) disruption to search is reducing dependability. - Rising costs-per-acquisition (CPAs) and costs-per-mille (CPMs) are forcing advertisers to squeeze more value from each impression. - Performance marketers need formats that convert — not just reach audiences. - Attention scarcity is at an all-time high. ## Static Images: Strengths, Limitations, and Best Uses The static image ad is the workhorse of digital advertising, defined by its simplicity and universal acceptance. It’s a classic, like Coca-Cola’s instantly recognizable red “Share a Coke With…” ads, or Chik-Fil-A’s grammar-challenged cows, but it has its strengths and weaknesses: ### Benefits of Static Image Ads - Easy to produce and deploy across channels. - Ideal for product-led messages and direct response. - Widely supported across ad networks. - Strong familiarity = faster approvals. ### Where Static Falls Short - Lower attention capture vs. motion. - Increasing banner blindness. - Limited emotional impact. - Fatigue sets in faster without variation. ## Motion Ads: The New Creative Performance Standard Motion ads, which include short video and animated GIF formats, are quickly becoming the new baseline for performance on the open web, including on platforms like Realize. ### Why Motion Ads Drive Higher CVR Motion ads are built to address the attention deficit that plagues static formats: - Dynamic movement captures attention faster. - Communicates value fast — ideal for mid-lower funnel. - Improves click-through rate (CTR) and CVR. - Drives engagement and scroll depth, improving audience qualification. ### Motion Ads in Performance Use Cases Motion ads are a powerful choice for driving conversions, since they grab attention fast and clearly explain value. That’s exactly what people need when scrolling through content. This dynamic format is excellent at getting users to pause and click, transforming casual viewers into qualified leads by providing quick, engaging explanations. They also consistently boost CVR and CTR by making the ad's benefit obvious in a matter of seconds. A couple examples showing how major companies made use of motion ad strategies and saw measurable performance results: 1. One Zero Bank The Goal: As Israel’s first digital-only bank, One Zero Bank needed to expand its reach and acquire high-quality leads in a competitive financial market while maintaining strict cost-per-acquisition (CPA) targets. How Motion Ads Demonstrated Effectiveness: - Lowering Performance Costs: By utilizing motion ads, the bank achieved a 40% lower CPA than their target price. The looping visuals captured attention more efficiently than static images, allowing the campaign to scale while remaining cost-effective. - Driving Higher Conversions: The "thumb-stopping" nature of motion assets led to a 20% increase in conversions. This suggests that motion ads are highly effective at moving users from the "awareness" stage to "action" in a financial context. 2. Motor Culture Australia The Goal: This automotive enthusiast community aimed to drive new member sign-ups and entries for their high-value car giveaways, seeking to outperform their results on traditional social media channels. How Motion Ads Demonstrated Effectiveness: - Outperforming Traditional Social Channels: Motor Culture Australia found that motion ads delivered the highest ROAS (Return on Ad Spend) in their marketing mix, beating out both Facebook and Google. - Boosting Account Creation: The campaign resulted in a 27% increase in sales and a 35% increase in unique accounts created. - Visual Storytelling for High-Value Leads: Because their offer involved visually stunning custom cars (e.g., Audi RS6, Ford Ranger Raptor), the motion format was essential for showcasing the excitement of the prizes, leading to more engaged, high-intent users. 3. Hyundai The Goal: Hyundai sought to promote its IONIQ 5 electric vehicle by maximizing brand exposure and generating qualified leads in a crowded automotive market. How Motion Ads Demonstrated Effectiveness: - Balancing Awareness and Performance: Hyundai used motion-based native advertising to solve the "awareness vs. lead gen" dilemma. The format allowed them to drive millions of impressions while simultaneously securing hundreds of cost-effective conversions. - Improved Retention and Recall: In related digital-first campaigns using short-form motion content (like TikTok-style "react" ads), Hyundai saw an 18% increase in 6-second view-through rates and an 8.5x increase in ad recall compared to industry benchmarks. - Engagement-to-Conversion Pipeline: The motion assets acted as a bridge, engaging users with dynamic visuals of the car’s features and then funneling them toward high-value actions like the brand's first-ever interactive auto configurator. ## Real Performance Gains: Static vs. Motion on the Open Web The performance difference between static and motion is increasingly pronounced, and this lift isn't limited to brand awareness. - Motion formats increasingly outperform static image ads. - Lift doesn't only sit at the top of the funnel — conversion impact is measurable. - Works especially well when paired with AI-driven optimization and first-party data targeting. - Motion plus high-intent audiences equals some of the highest converting combinations at scale. ## How Modern Performance Platforms Power Better Creative Outcomes Platforms like Realize address the traditional hurdles associated with motion ads — namely, production complexity and optimization difficulty — making them accessible and scalable for all performance marketers. ### Motion Ad Creation at Scale Realize provides tools to make motion simple: - Ability to auto-generate motion from static assets: Advertisers can easily convert existing static images into dynamic, engaging Motion Ads using Motion Ads Studio, without needing external video production. - Creative studios and GenAI support: GenAI Ad Maker offers robust support for creating performance-ready motion and static assets instantly, ensuring a constant supply of fresh creative. - Built-in compliance and instant launch workflows: The platform automates checks and streamlines the process to get high-performing motion ads live quickly. ### Smarter Audience Qualification with Motion Realize uses AI to maximize the value of every motion impression through: - Real-time CVR optimization: The platform continuously adjusts bidding and delivery to optimize for the ads and audiences most likely to convert. - Engagement-based signals: The platform reads how users interact with the motion creative (e.g., watch time, engagement) as a signal for purchase intent, improving qualification. - Motion creative mapped to purchase intent: The AI ensures the highest-performing motion ads are shown to the most qualified users. ### AI-Driven Bidding to Maximize Motion Performance Realize's bidding strategies are designed to boost CVR with benefits like: - Maximize conversions (with or without pixel): Automated bidding aims to drive the maximum number of conversions at the most efficient price. - Maximize value (ROAS-led bidding): For advertisers focused on revenue, the system optimizes for return on ad spend (ROAS). - Automated pacing plus SpendGuard to reduce waste: These features ensure budget is spent efficiently on high-converting motion impressions, minimizing wasted dollars. ## When to Use Static, and When to Use Motion Choosing the right format depends entirely on the campaign goal, the audience stage, and the resource budget. Here’s when it’s recommended to use each. ### Use Static Ads For: - Fast deployment. - Single-claim messages. - Budget-limited testing. - Evergreen, lower-funnel retargeting where the user is already highly qualified. ### Use Motion Ads For: - New product launches. - Consideration-stage users. - Audiences requiring persuasion. - Converting high-intent users at scale. ## Key Takeaways Choosing between static image and motion ad creative isn’t about selecting one format over the other, but rather about deploying the right format at the optimal time to achieve maximum conversions. While static images provide reliability and are easier/faster to produce, motion ads consistently demonstrate superior engagement and deliver more efficient conversions. For advertisers struggling with high costs and creative saturation on traditional channels, motion creative offers a significant advantage: it captures more attention, drives deeper user interaction, and ultimately secures more conversions. It’s also important to note that the integration of modern tools like AI optimization, automated bidding systems, and GenAI creative generation (all offered in Realize) has substantially lowered the barrier to entry for motion ad production and scaling. In a competitive performance environment where minimizing wasted spend is crucial, motion is evolving from a high-cost upgrade to the new performance default for achieving sustained, conversion-led growth. ## Frequently Asked Questions (FAQs) ### Do motion ads always outperform static images in terms of conversion rate? Not always. Dynamic creative doesn't automatically guarantee superior results in every instance: Ad performance is dependent on a whole bunch of contextual factors, including the specific audience segment being targeted, the placement of the ad (in-feed vs. sidebar, for example), and the consumer's position within the marketing funnel. However, as an overall general rule, motion ads are inherently better at cutting through the noise and capturing a user's attention in crowded environments. Getting that higher initial engagement typically translates into a better-qualified click and a subsequent uplift in conversion rates. As mentioned, motion ads running on Realize generally experience higher CVR compared to their static counterparts. It’s a notable performance boost that’s achieved because Realize's proprietary technology is designed to maximize the format's potential. Realize turbo-charges high-engagement creative by combining it with sophisticated AI-driven bidding and targeted audience qualification, ensuring that the dynamic ad is delivered specifically to users who have a high-intent profile and are most likely to complete a purchase. ### Are motion ads harder or more expensive to create? Historically, motion creative was considered a greater challenge and a higher expense, and demanded specialized graphic design or video production teams, leading to lengthy production cycles and substantial resource allocation. The complexity of the process often limited motion's use to large, high-budget brand campaigns rather than day-to-day performance marketing, but that’s changing rapidly. Realize has basically eliminated those traditional difficulties of motion ad creation, making it a scalable option for all performance marketers. The platform offers seamless capabilities to transform static images into engaging, dynamic motion ads automatically using the Motion Ads Studio. Additionally, the built-in GenAI Ad Maker provides immediate support for rapidly generating various high-quality performance assets. It’s this integration that allows advertisers to easily and cost-effectively scale their dynamic creative testing without racking up the traditional costs or delays associated with external video production. ### How can I test whether motion ads really work better for my campaigns? To determine the true value of motion for your specific product or service, you need to implement a rigorous A/B testing framework. That involves isolating the creative format variable by testing the static version against the motion version within identical audience segments. After that, you’ll need to measure key performance indicators (KPIs) like CVR, cost-per-click (CPC), and CPA to draw statistically significant conclusions about which format drives more efficient results. Realize provides a comprehensive suite of automated testing tools that streamline this process. You can conduct predictive testing using the Performance Simulator before allocating large budgets, ensuring you only scale high-potential formats. You can also utilize the Maximize Conversions bidding strategy to allow the platform's AI to automatically identify and prioritize the highest-converting formats in real time. Real-time reporting paired with the ABBY assistant offers automated recommendations on which specific creatives should be paused or scaled. All of this testing is done without disrupting or pausing your existing, live campaigns, ensuring a continuous (and data-informed) optimization cycle. --- ### Three Ways Motion Ads Drive Higher ROAS URL: https://www.taboola.com/marketing-hub/motion-ads-higher-roas/ Last Modified: 2025-12-30 10:43:04 Today’s performance marketers face a familiar but growing series of frustrations: The creative well is running dry, costs keep climbing, returns keep shrinking, and the sparkle of static images — those tireless workhorses of digital advertising — has begun losing its shine. Audiences scroll past without a second thought, creative fatigue is hard to avoid, and campaigns risk stalling before they even scale. Is it a media problem or an algorithm glitch? Neither: It’s a creative crisis. Static visuals once did the job, but they can’t keep pace with the attention economy. A photo that pops today is relegated to wallpaper tomorrow. That fatigue limits engagement, caps growth, throttles ROAS, and turns optimization into a losing battle. The truth? Performance marketing can’t rely on one-dimensional creative to drive multi-dimensional results. Enter motion. Dynamic ad formats do more than move: They perform, capturing attention before a thumb can swipe, deliver more story per second, and bridge that gap between art and analytics. These ads also unlock a smarter framework for growth — one built on the pillars every marketer should master, i.e., creative power, scaling efficiency, and AI optimization. Movement has evolved beyond aesthetics to strategy. ## The Challenge: Static Fatigue and Stalling Conversions Performance marketing doesn’t typically fail overnight — it slowly stalls over time. Initially, a sharp, static image and a robust offer look like winners. Then, as frequency rises, results soften, and suddenly that same top performer quietly begins to drag down your ROAS. Creative fatigue has crept in, and the algorithms merely reflect what your audience has already told you: Your ads have become overly familiar, and they’ve stopped “seeing” them. ### Static Fatigue in the Feed Static banners and images have become the baseline of the attention economy, but rich, motion-based formats routinely deliver higher engagement and click-through rates than static ads because they feed the eye and brain. Studies on animation and motion in advertising show that moving creative is up to 3x more effective at capturing and re-capturing an audience’s attention than static visuals, which quickly become background noise once viewers have seen them a few times. Static ads hit creative invisibility quickly. CTR declines, engagement drops, and platforms issue warnings about fatigue or limited creative performance. Even when your targeting is spot-on, the same repeated image trains users to scroll right past it, diminishing your effective reach and forcing you to pay more (yet still be ignored). ### Conversion Plateaus and Rising CPAs When creative stops evolving, it struggles to move users through the funnel, from a glance to real consideration to actual purchase. Because they’re often limited to a single frame and a single moment of persuasion, static formats make it hard to answer objections, show value, and nudge someone to take that final step across the finish line. By contrast, motion and video formats can drive 20% to 30% higher click-through and conversion rates, underscoring how their dynamism translates into more people taking action. As static performance erodes, CPAs climb. Fatigued creative delivers fewer clicks, lower-quality traffic, and weaker conversion rates, so each acquired customer costs more than the previous one. Well-executed motion or video ads can: - Drive several times as many clicks as their static counterparts. - Reduce cost per click and cost per lead by hundreds of percentage points (directly improving ROAS). A study conducted by Ocean and Neuro-Insight found that full-motion digital out-of-home (DOOH) ads deliver 2.5x the impact of static ads. ### Why Static Alone Can’t Scale Welcome to the trap for performance marketers: What used to be a “safe” static workhorse has become an invisible budget leak at scale. Once fatigue sets in: - Platforms down-rank the creative. - Frequency rises. - You pay more for impressions that generate fewer conversions. The combination of declining CTR, rising CPA, and flat or falling conversion volume strangles growth and forces teams into constant, reactive tweaks instead of strategic, scalable optimization. In that context, hunting for a new audience or better bid strategy becomes a band-aid for the symptoms. Without more dynamic creative that can reset attention, refresh engagement, and send AI more high-quality signals to optimize against, static-heavy accounts become stuck in a loop: - More spend. - More fatigue. - Less return. Suddenly, motion-based formats start to feel like less of a “nice-to-have” and more like the only sensible next step. ## The Strategic Solution: Unlocking Performance With Motion Is motion a “nicer” format? Sure. But, it’s also the performance lever tying creative, operations, and AI together. Dynamic motion ads (short, narrative animations built from the same assets you already use) give campaigns what static alone can’t — a way to: - Consistently win attention. - Move people from curiosity to action. - Feed modern bidding algorithms with richer, higher-quality engagement signals. Want real results? Don’t try video as a one-off experiment. Use motion as the creative backbone of your creative ecosystem, and reap the benefits. ### Benefit 1: Elevate Conversion Rate Through Dynamic Storytelling Who doesn’t love a story? Motion formats bring static images to life, transforming a single frame into a short sequence that conveys context or use in a few seconds. That extra moment of story — before/after, product-in-use, social proof, or value proposition — helps users understand why the offer matters. It’s exactly what you need when optimizing for consideration and conversion, and not just impressions. Because motion is built for these mid- and lower-funnel goals, the clicks it earns tend to be more intentional. Advertisers using animated or motion-based formats report higher engagement and stronger conversion lifts versus static alone. Retargeting already increases ad engagement rates by 400% in some cases, and has an efficiency rate of over 500%, so imagine the results you could achieve by adding motion to retargeting or direct response flows. In practical terms, the same budget is driving fewer empty clicks and more people primed to complete a purchase, pushing CVR up instead of slowly fading over time. ### Benefit 2: Unlock Production Efficiency to Scale Testing A common fear is that “motion” means big shoots, long timelines, and a full (and expensive) video team, but modern performance setups look very different. Many platforms now offer lightweight motion ad studio tools that can automatically assemble existing static images, headlines, and brand elements into native motion units sized for each placement. You use the same asset library of product shots, lifestyle images, and brand colors, while the system handles transitions, pacing, and animations that work with your feed. Once you template your motion ads, testing becomes easier. You can spin up multiple motion variants from a single base image, changing sequences, overlays, CTAs, and value propositions, and launch A/B tests in days, not weeks. No separate video production element needed! That efficiency keeps a constant stream of fresh, optimized creative in rotation, which is critical for fighting fatigue, protecting CPAs, controlling budgets, and sustaining scale. ### Benefit 3: Maximize ROAS With Performance AI Alignment You realize the final benefit when motion creative meets performance AI and value-based bidding strategies. Automated systems work best when they have clear, consistent signals about which impressions drive valuable outcomes. Motion ads supply those signals by generating stronger engagement and more meaningful post-click behavior per impression. AI then uses those more robust signals to prioritize serving motion-led placements to users showing the highest likelihood of converting at a profitable value. Here are a couple of case studies: 1. Matas Retail Performance Growth: Optimizing for Value Through the strategic use of motion creative paired with high-intent audience targeting and Maximize Value bidding, a leading retailer achieved substantial performance gains. - Initial Goal: To validate motion creative as a primary performance driver for lower-funnel objectives. - Quantifiable Achievements: The brand achieved a remarkable 124% increase in ROAS over a five-month period. 2. Chery Automobile: Boosting Lead Generation and Engagement Chery, a China-based automobile brand, implemented a multi-format content promotion strategy to elevate their campaign results on the open web. - Initial Goal: To improve lead generation and engagement through a diversified mix of Image, Motion, and Video Ads. - Quantifiable Achievements: 12% higher CVR on days featuring video ad content. - 35% lower average CPA on days when video ads were active. - 25% higher average vCTR compared to standard benchmarks. ## Key Takeaways Performance marketers have hit a wall with static creative. This creative crisis requires a permanent fix, and motion delivers completely: - Sharper engagement that pulls users into the story. - Production tools that simplify scaling. - AI signals that turn automated bidding into an ROAS machine. What may start as a simple animation can rewrite your entire performance equation. Static images cap out fast, but motion resets attention, fuels endless testing variants, and gives platforms the dynamic data necessary to optimize for value over volume. Campaigns that integrate motion can see conversion rates climb by 20% or more. ## Frequently Asked Questions (FAQs) ### What’s the typical performance lift I can expect when switching from static images to motion ads? Motion ads pack a punch over static ads, grabbing attention with movement that static can’t match. Brands that switch strategically often see an engagement jump: 87% of marketers report that motion ads, such as video, generate more leads, drive more sales, and increase conversions by up to 80%. Realize elevates your results with crystal-clear reporting that instantly compares the ROAS of motion ads to your static benchmarks. That immediate visibility and insight empowers you to shift strategy or budget to winning motion creative quickly, so you can realize benefits like those of Chery and other companies featured in our case studies. ### I don’t have a large video team. How can I efficiently scale motion ad creation for rapid testing? No video squad? No problem. Modern platforms let you spin motion from existing product shots and other assets, creating optimized loops or clips for quick A/B tests without the production grind. With these platforms, you can turn static assets into variants that test hooks, CTAs, and flows in days (not weeks), to ward off fatigue and keep scale growing. Realize’s GenAI AdMaker suite is purpose-built for iteration. It effortlessly transforms static images into motion formats inside the platform. The suite takes core brand assets (colors, logos, copy, and existing top-performing ads) as input, then uses machine learning and genAI to generate a high volume of new ad variations. It alters elements like visuals, video clips, voiceovers, music, headlines, and CTAs for motion ads. Then, it automatically deploys these ads to target platforms, allowing you to test dozens of variations from one asset library. You’ll slash time-to-market, eliminate the need for expensive teams, and still gain agile, data-driven iteration. ### How do I ensure my motion ads drive purchases — not just clicks? Motion shines at engagement, but purchases demand pairing it with smart, conversion-tuned bidding that reads user signals and creative performance. These systems spot high-intent moments, analyze user behavior and engagement, and serve your best motion to people primed to buy, turning scrolls into sales. Realize integrates your motion creative’s performance with SmartBid (conversion-optimized bidding). SmartBid bids higher for users most likely to convert, and motion ensures the creative shown is the best possible version to drive that conversion, creating a data loop that accelerates scaling and improves ROAS by aligning automated bidding with creative effectiveness. The platform prioritizes top performers among users most likely to purchase, so increased engagement generated by the creative drives higher conversion rates and ROAS. --- ### The Human Edge: Why Expertise Trumps Self-Service in Complex Channels URL: https://www.taboola.com/marketing-hub/self-service-vs-managed-accounts-performance-advertising/ Last Modified: 2025-12-21 07:04:06 In today’s rapidly evolving performance marketing landscape, the debate between self-service execution and dedicated managed support has never been more important. We spoke with Nadim Batista-Kuttab of Xevio, one of the industry’s leading native advertising specialists, to discuss how artificial intelligence (AI) platforms are reshaping what’s possible. Nadim’s team manages multiple large enterprise accounts, giving them a unique view on where self-service excels, where there are limitations, and why human expertise remains the ultimate competitive advantage. Today, Nadim shares why enterprise brands often struggle with DIY approaches, how agencies use Realize differently than internal teams, and how dedicated expertise consistently delivers stronger outcomes in terms of scale, speed, and long-term profitability. ## The High-Budget Dilemma: Why Self-Service Fails Enterprise Self-service platforms base their models around simplicity — put in a headline, upload a creative image, set a budget, and go from there. For small advertisers or those testing new channels with limited spend, this can be a more cost-effective entry point, but for enterprise-level customers, the limitations of a purely DIY approach quickly become unavoidable. As Nadim sees it, there’s a disconnect with large advertisers consistently struggling, not because the tools are insufficient, but because the operational complexity of performance advertising makes it impossible to scale without a deep level of expertise. “I think self-service has never worked for big advertisers,” Nadim explains. “Mainly because there are so many different pieces to a typical campaign that without some sort of internal support, you're going to have a really hard time navigating policy issues, creating white lists or blacklists for sites, and understanding the trends of the platform, which are changing very quickly.” This complexity becomes especially challenging for advertisers more familiar with walled garden sites like Meta, Amazon, or Google, where platforms are more automated and far narrower in format constraints. Those environments create a false sense of ease, and advertisers branching out onto the open web often underestimate the depth of manual optimization required for a successful campaign. This assumption can become costly, as contextual inventory, publisher environments, and rapid policy shifts all play into these overarching costs. Even more importantly, the open web rewards experienced users who know how to leverage audience signals, publisher-level insights, and ongoing trend data. Without this understanding, brands risk misallocating budgets, misinterpreting early data, and assuming that short-term performance spikes represent long-term viability. Nadim notes that, for consistent results, having an account manager is the best option. https://youtu.be/SNck87ia2To ## The Strategic Advantage of Team Dedication The biggest differentiator between self-service advertisers and those working with an agency or dedicated in-house team comes down to focus. A strong performance organization doesn’t just know performance advertising, but lives it daily. This singularity in expertise can’t be replicated by brands splitting attention and staff resources across channels. “We have 50 people here that do nothing but Taboola and the other native and performance channels on a daily basis,” Nadim says. “If you assign one or two people from internal teams to compete, it’ll be very difficult.” This isn’t a commentary on the skills of your internal talent, but simply an acknowledgement that the sheer volume of learning required to manage and scale these campaigns is immense. ### Creative Volume Performance advertising relies heavily on creative iteration. A larger team naturally produces more testable assets, such as variations in imagery, hooks, or landing page experiences that expand the options for exploration and accelerate the journey to profitability. With Realize, this scale becomes even more powerful as agencies can run structured creative experiments, feed the algorithm with richer signals, and capitalize on insights from multiple client accounts. A solo marketer, no matter how talented, will always be limited in their volume of experimentation. ### Competitive Intelligence Running dozens of accounts simultaneously generates pattern recognition that no individual brand can replicate. Agencies see emerging trends, publisher shifts, inventory changes, and seasonal behaviors before they ever appear in public documentation. Nadim describes this as a near-instant advantage: Because the team at Xevio is working with the data every day, they can make adjustments in real time. ### Efficiency Every advertiser on the open web eventually pays a “learning tax” through the costs of testing, failing, adapting, and scaling. Agencies, though, have already absorbed that cost across extensive historical datasets. They’ve seen thousands of examples of what works and what doesn’t, they know and understand the pitfalls, and they can interpret early performance data more accurately. All of this translates into less wasted spend. As Nadim puts it, this allows brands to essentially “skip steps” and reach performance goals faster, reducing both total cost of learning and time to profitability. ## The Power of Proximity: Shaping the Platform’s Future Perhaps the most overlooked advantage of a dedicated account partner is their access, not only to data but to the platform itself. Managed service teams and scaled agencies like Xevio operate with a direct line to Taboola’s internal teams, allowing them to resolve issues, request insights, and help shape the platform’s development roadmap. “As a company, we have several direct lines to Taboola itself,” Nadim confirms. “We can suggest products directly to the product teams at Taboola, which essentially helps us shape the direction Taboola is taking toward what we need as one of the bigger spenders on the platform.” ### Policy Resolution Ad rejections and policy flags are inevitable on any performance platform, but on the open web, where publisher diversity is significantly higher, policy issues can decelerate momentum quickly. Agencies can bypass the standard queues and work directly with policy teams to resolve issues within minutes, rather than days. This keeps campaigns more stable, maintains learning continuity within the algorithm, and prevents disruptions to Realize’s optimization process. ### Product Input Because agencies represent some of the platform’s most advanced advertisers, their feedback influences product development. Whether it’s advocating for new targeting capabilities, refining bidding models, or providing suggested enhancements to Realize’s predictive intelligence, agencies play an active role in steering the evolution of advertising products. This is a significant advantage over self-service users working on the platform. ### Early Access Agencies and managed account partners frequently receive early access to beta products, audience models, ad formats, or new inventory sources. These advantages can translate into meaningful campaign gains, particularly during competitive cycles or peak seasonal periods. For enterprise brands, this early access can make the difference between scaling profitability and falling behind competitors who leverage new tools faster. ## AI as an Accelerator: Blending Generative Tools with Human Expertise AI has already transformed nearly every aspect of performance marketing, from creative ideation to landing page production and data analysis. But Nadim is clear that while AI benefits marketers with its ability to improve workflows, it does not replace the strategic, human-driven thinking required to interpret data, understand user psychology, and build comprehensive value streams. “Our recommendation right now, especially on the content side, is to use AI as an accelerator, not as a replacement,” he says. ### Creative Generation Generative image models and automated thumbnails significantly reduce the need for extensive design resources, as with a few prompts, advertisers can generate dozens of variations ready for testing on Realize. This democratization of the creative process opens new possibilities for scaling. However, AI will never replace the strategic thinking behind what should be tested. The best results come from when humans are guiding the design, ensuring that headlines, visuals, and concepts align with the brand goals. ### The Content Fallacy AI can produce content quickly, but what it produces should always be considered the draft, not the finished piece. “Just because an AI tool can write you a landing page in 10 seconds does not mean that landing page will perform remotely as well as a page that has a couple of hours of several people’s time put into it, to really fine-tune those edges and make it perform better,” Nadim says. Human teams are still essential for tweaking nuance, providing emotional resonance and brand cohesion, and understanding conversion psychology. ### The Full Value Stream The performance of advertising campaigns is never determined by a single asset: Success requires synchronicity across the entire chain from click to content, to product and purchase. AI can assist with ideation and drafting, but aligning all components in the advertising puzzle still requires human expertise. As Nadim puts it: “The hard part is really just getting the entire value stream right.” This is precisely where dedicated teams outperform individuals, regardless of the tools available. ## Key Takeaways In complex performance environments like the open web, success is defined by the ability to use tools like Realize with expertise, precision, and understanding of how these tools function to make the best strategic recommendations. While self-service platforms create low-friction pathways for advertisers getting started, they’re not built for enterprise-level budgets or more complicated revenue models. The risk of going it alone increases with spend, as policy errors become costlier, creative limitations become more restrictive, and the inability to test, interpret, and adjust quickly can drain budgets long before campaigns reach their full potential. The human edge remains the ultimate differentiator for enterprise brands. Dedicated account managers, specialized agencies, and deeply experienced advertising teams bring a level of strategic focus that’s difficult for internal teams to match. They offer creative volume, real-time competitive insights, and the ability to navigate performance fluctuations with confidence in little time. This means that the learning curve is typically shortened, protecting budgets from inefficiencies, and always optimizing towards a stronger return on investment (ROI). For advertisers looking to unlock the potential of the open web, attempting to scale with large budgets through self-service alone is no longer the answer. Instead, tools like Realize reward strategic testing and high-quality data inputs thanks to engaged experts who have a deep understanding of the platform. --- ### Unlocking Sustainable Performance ROI by Maximizing Conversion Value URL: https://www.taboola.com/marketing-hub/optimize-roi-with-max-conversion-value/ Last Modified: 2025-12-18 12:29:21 It’s a tale as old as time: Your cost-per-acquisition (CPA) is fantastic, and maybe even falling to a historic low. Conversions are pouring in, filling your pipeline. But, then the inevitable occurs: You look at the monthly revenue reports and notice that your return on investment (ROI) has flatlined. So, what gives? Welcome to the ROI illusion. Many performance teams become so tunnel-visioned on the immediate, easy-to-measure metrics — like lowering CPA or boosting conversion volume — that they completely miss the bigger, more critical picture. You’ve acquired an influx of customers, but they never buy again, return the product, or churn quickly. Your tale includes a problem: You’ve optimized for acquisition cost, not for lifetime economic value. You can change your story’s ending by embracing a value-first approach. This strategic philosophic shift prioritizes the lifetime economic value of an acquired customer over the immediate cost of acquisition. In plain English, an acquired customer who costs you $100 but spends $1,000 over their lifetime is obviously better than one who costs $50 but spends only $60. Making this shift actionable at scale requires modern, intelligent tools that use predictive artificial intelligence (AI) and advanced attribution to identify future value right now. ## Conversion Volume vs. Conversion Value: Making the Critical Switch The difference between a successful, profitable marketing team and one that just spends money? Your answer to one fundamental question: Are you optimizing for volume or for value? ### Volume: The Quantity Trap Focusing on volume means chasing metrics like CPA, click-through rate (CTR), and the sheer number of leads or conversions. It’s a comforting strategy because the numbers rise, and it’s easy to report. It’s also a short-term strategy meant to fill the funnel. But, if your funnel is filled with tire-kickers and one-time discount shoppers, you’re paying for a lot of noise. ### Value: The Quality Imperative Shifting to value requires a deeper commitment (and patience). This strategy’s metrics include customer lifetime value (CLV), average order value (AOV), and the actual post-conversion margin. This approach doesn’t just fill the funnel, it fills it with your best customers — those who make repeat purchases, buy premium items, and become brand advocates. ### The 2025 Mandate Look around: Competition is soaring, and so is the cost of digital media, with ad spend hitting $137 billion this year, a 12% increase from 2024. Relying on mass, low-value acquisition isn’t financially sustainable. The mandate for every growth team in 2026 is simple: Low-value acquisition won’t work, and teams must prioritize customer quality to make ad spend profitable. ## The Non-Linear Customer Journey and Value Attribution The customer journey is no longer a straight line. Your customer might see a top-of-the-funnel vertical video ad on TikTok (the awareness touch), two weeks later click on a Google Search ad, and finally convert after clicking a retargeting banner (the conversion touch). If you’re only giving credit to that very last click, you’re making a mistake: You can’t discount the initial, high-reach video that began this journey and culminated in the retargeting banner’s success. Accurate, cross-channel attribution is non-negotiable. You need a system that can properly assign value across the entire messy, multi-touch customer journey. This approach gives your awareness and high-intent conversion campaigns the credit each deserves, enabling you to sustain the strategy that drives high CLV. ## How to Leverage Predictive Intelligence to Find High-Value Users If you can’t accurately predict which users will be high value before they convert, you’re just guessing. Here are a few tips to master the shift. ### Stop Using Basic Lookalikes Most standard platform lookalike audiences are relics. They’re typically based on recent activity, like “users who purchased in the past 30 days,” but they lack intelligence about future behavior. These audiences are fine for volume but struggle (or fail entirely) to predict long-term value. You’ll end up bidding heavily on a lot of one-time buyers. ### Target Users Based on Predictive Intent The most successful, high-growth marketers use sophisticated artificial intelligence, like Realize’s Matchmaking AI, to analyze deep, multi-year behavioral, transactional, and contextual data to create high-probability segments. This AI can look at thousands of data points and say, “This user, based on their browsing patterns and past purchases of users like them, has an 80% chance of becoming a high-CLV customer.” This analysis shifts the focus from those who recently converted to those likely to be worth more in the future. ### Widen the Net with Confidence Once you have predictive confidence, you can break out of your comfort zone — profitably. This intelligence empowers you to scale campaigns into new, unsaturated channels and demographics that may have seemed too risky or expensive before. You’re no longer bidding for a click or generic lead; you’re bidding for a pre-qualified, high-quality future customer. That’s how you escape the crowded, low-ROI bidding wars and achieve true, profitable scale. ## How to Deliver the Right Value Proposition at Scale Predictive targeting comprises only part of your story. Once you find a high-value user, you must speak to them in a way that resonates with their needs and budget. ### Customize the Hook A user with a high-CLV potential wants something fundamentally different than a user searching for a coupon code. Top-of-the-funnel creative for a high-value customer should address the long-term pain point and the transformative benefit of your product. Bottom-of-the-funnel creative should reinforce its long-term benefit and premium quality, not just a fleeting deal. Use creative messaging that justifies a higher purchase price and a sustained relationship. ### Maximize Asset Utility Creative testing can cause the biggest bottleneck in scaling. You spend weeks perfecting a fantastic vertical video for Instagram, but it takes forever to adapt it for display banners, YouTube, or native ads. You need tools that allow you to maximize asset utility by efficiently repurposing top-performing assets (social videos, carousels, testimonials) into multiple ad formats. From there, it’s easy to test value propositions across different channels quickly. ### High-Visibility Formats High-value messages don’t work unless they’re seen. Use modern, high-visibility formats, like vertical and shoppable video and interactive displays, that capture attention and clearly communicate your value proposition. Put your “value first” message front and center, so it’s highly visible and engaging for your targeted, high-intent audience. ## How to Use AI to Protect Your Value-First Strategy You’ve launched a beautiful, value-optimized campaign. Now, you must protect it from budget erosion. ### Automatic Value Monitoring Forget monitoring just clicks and CPA. Once your campaign launches, your system should prioritize metrics directly tied to future value: - AOV. - Repeat purchase rate signals. - Projected CLV. If you’re spending money, make sure that money flows toward the most valuable outcomes. ### AI-driven Course Correction No human can (or should!) monitor a campaign 24/7 — but an AI assistant can. This AI can continuously track performance; you can program it to immediately flag and potentially pause spending when key value metrics drop, or when a low-value segment starts draining too much of your budget. This guardrail against budget dilution helps protect your ROI’s health. ### Iterate on Insights An AI assistant doesn’t just function as an alarm bell — treat it as a strategic partner that will generate summaries and actionable opportunities. For example, “The segment of users viewing Product X and who read a corresponding case study is yielding 30% higher CLV. Increase your bid on this lookalike by 15%.” Use these concise, data-driven insights to make continuous, profitable decisions that maintain the highest possible average conversion value. ## Key Takeaways It’s time to shift your focus: Stop optimizing only for low CPA and start optimizing for high CLV. Leverage AI to predict future customer value and bid more aggressively on the few high-value prospects, and ensure your ad creative speaks to the value and long-term benefit that high-value customers seek. Implement AI monitoring to immediately flag and stop budget spending on segments that deliver high volume but low value. ## Frequently Asked Questions (FAQs) ### How does Realize's predictive targeting specifically help me bid more aggressively for high-CLV customers? Realize’s predictive targeting, powered by Matchmaking AI, works from over 17 years’ worth of proprietary behavioral data to assign a probabilistic CLV score to prospective users before they click your ad. Instead of bidding on a generic lookalike of all buyers, you’re bidding on a lookalike of the top 5% of lifetime value customers. This confidence allows you to increase your bid for those specific high-probability users; it’s not a generic bid increase but a precise, high-ROI bid increase. ### I have a winning TikTok ad. How quickly can I leverage that successful creative across other high-visibility formats in Realize? With effective asset utility tools, you can repurpose your top-performing creative almost instantaneously. Realize includes tools like the Social Importer, which allows you to quickly adapt, resize, and import winning assets into other formats, to rapidly test the value proposition on new channels without the typical production bottleneck. ### How does Realize's Matchmaking AI help me scale beyond my current audience and accurately forecast high-value users? Matchmaking AI uses your historical high-CLV customer data to identify hidden, common characteristics that simple lookalikes miss. Then it scans the entire available media universe for users exhibiting those same complex patterns. The AI can identify high-value users in new, untapped channels or geographies where you previously have lacked conversion history. Equipped with a high-fidelity forecast of profitable users, you gain the confidence to cast a wider net and scale into new markets. --- ### Creating High-Performing Segments with Realize Audiences URL: https://www.taboola.com/marketing-hub/creating-high-performing-segments-with-realize-audiences/ Last Modified: 2025-12-18 12:18:50 Marketers across various industries face similar challenges in understanding and targeting their audiences. Ad fatigue in a crowded digital market affects every industry, and typical search and social channels aren’t bringing the returns they used to. Performance marketers have to rethink how they’ll find the right users, and where they should allocate budget to adapt to new practices. Platforms like Realize are built for this new approach. If you’re already using Realize, you’ve probably explored its audience segmentation capabilities: These allow marketers to create high-performance segments by utilizing its AI-powered Predictive Audience feature alongside strategic manual targeting. Once you add your company’s first-party conversion data, you can build segments that attract the high-intent users you need to meet your goals faster and with improved cost per acquisition (CPA). ## General Audience Segmentation Tips As with any ad platform, Realize requires some time for the algorithm to train on your particular market and goals to optimize recommendations accordingly. These data-driven strategies can help as you’re getting started, whatever your industry: - Start with a strategic test period to gather crucial data. - Prioritize a wider audience to ensure sufficient scale. - Use robust tracking and artificial intelligence (AI) tools to automate and optimize campaigns. Once you’ve moved through the test period, you can expect improved performance and have a clear justification for scaling. Your confidence in moving forward will be backed by the data you’ve gathered. Again, while these tips are useful regardless of your industry, I’ve also consulted multiple Realize experts to capture some common challenges and guidance in a few specific sectors: financial, real estate, housing for people with disabilities, e-commerce, and education. You’ll hear from these experts in each of those areas on what they’ve seen work best, and get their specific advice to inform your own performance marketing strategies. ## Tips for Financial Sector Audience Segmentation Performance marketers in the financial sector can consider capitalizing on a few current trends. “Anything referencing AI and how it’s changing investments is big right now,” says Jeremy Bade, advertising sales manager, growth, at Taboola. “Saving money is always a big topic, but especially now with the economy, more people are looking for ways to save. Even with offers like car warranties, we’re seeing the saving money angle as a very effective, evergreen angle.” In terms of connecting with your audience, Bade advises that, “You need to give your audience something before asking for information or pushing a sale. I see the most success with headlines and images that seem like a leg up in our economy. For investing, or anything that’s referencing the future, AI, past large financial events, and calling out certain age groups has done well.” As an example, Bade shares that one of his clients is a lender with a HELOC offer, looking to make an impact in the current sea of lenders. “They’ve followed best practices and have continually hit better CPAs than Google or Meta,” he says. “With some small tweaks to their current campaigns, they could hit even better CPAs. They’re using dynamic keyword insertions and calling out homeowners to ensure they have high intent and relevant clicks.” ### Challenges for Marketers Limited budgets and high expectations: Marketers in financial services often use Taboola to reach a target demographic of pre-retirees and retirees with a significant amount of investable assets, but their campaign budgets are often very small. Scaling from narrow targeting: Starting a campaign with a specific, local audience can severely limit the data collected, making it difficult to scale and optimize performance. ### Recommendations Start with a wider geographic net: Instead of a hyper-local campaign, launch at a statewide level. This ensures a broad reach, allowing the Realize algorithm to collect enough data points to identify which sub-segments are performing best. Use creative as the primary filter: Initial ad creative should be designed to attract the specific audience, e.g., by featuring content about retirement or tax planning. This helps pre-qualify the audience before they even click. Leverage dynamic value optimization: Implement server-to-server (S2S) tracking to pass back the monetary value of each conversion. This allows Realize’s "max value" bidding strategy to optimize not just for the number of leads, but for the most valuable ones. ### Expected Outcomes Data-driven scalability: The initial broad campaigns will provide the necessary data to intelligently scale the campaign. Improved lead quality: By optimizing for value, the campaign will attract higher-quality leads, reducing the effort and cost of nurturing them into paying clients. Halo effect: By reaching people on the open web, the campaigns will also positively impact performance on other channels like Google and social media. ## Tips for Real Estate Audience Segmentation “In my experience, having analyzed effective content distribution across native platforms like Taboola, the key strategy is always to prioritize educational content with real-life testimonials and a strong CTA to capture leads early in the funnel,” says Chloe Tai, advertising sales manager at Taboola. ### Challenges for Marketers Programmatic burnout: The client's customers have had negative experiences with programmatic advertising in the past and are highly skeptical of the channel. Long conversion cycles: The path from lead to sale in real estate can take months or years, making it difficult to demonstrate performance and justify ad spend in the short term. Prove value on a tight budget: The client needs to see results from a small initial test budget. ### Recommendations Start broad with whitelisting: The campaign should begin with a broad reach but be immediately whitelisted to ensure ads only appear on high-quality, trusted news and finance sites. This counters the client's previous negative experiences. Use the Audience Exploration tool: After the initial learning phase, use Realize’s Audience Exploration tool to identify the top-performing audiences that the client may not have considered. Track the full funnel: Implement tracking for every conversion point, from the initial lead form fill to a phone call or appointment booking. This allows you to prove the campaign's value even if a final sale is months away. Below, you’ll find Tai’s explanation of how you should think about the funnel, as well as other invaluable tips from her on getting the most out of your campaign: #### Top-of-Funnel: Awareness/Education Content: Evergreen, educational, and intriguing articles. Examples: - "5 Hot Neighborhoods in Poised for 20% Growth in 2026" - "Why Your Property Tax Bill Is Changing (And What to Do About It)" - "The Ultimate Checklist for First-Time Homebuyers in " Goal: High click-through rate (CTR) and an engaged reader (high time-on-site). #### Middle-of-Funnel: Consideration/Lead Capture Content: Specific, high-value lead magnets that require a form-fill (gated content). Examples: - "Download the Full 2024 Local Market Investment Report" - "Access Exclusive Floor Plans for The Development." Goal: Optimize for cost per lead (CPL). #### Bottom-of-Funnel: Conversion/Action Content: Headlines and images should look more like news articles than banner ads. Use numbered lists, question headlines, or shocking statistics. Examples: - Bad Headline: "Buy a Condo at The Riverwalk Now and Save!" - Good Headline: "The Unexpected Amenity Driving Up Condo Prices" Goal: Conversion. #### Getting the Most From Your Campaign Use people in images: Images featuring people, especially looking directly at the camera, tend to perform exceptionally well on native platforms. Use authentic, high-quality images that don't look like stock photography. Motion ads: Utilize Taboola's Motion Ads (short, looping videos/GIFs). Real estate is highly visual, and subtle movement draws attention in a way a static image can't, often leading to a better CTR and lower CPL/CPA. Sequential retargeting: Set up a chain of ads with the following aim: - User clicks on your educational article (ToFu). - User is then retargeted with an ad to download a specific "Buyer's Guide" (MoFu). - User who downloads the guide is then retargeted with ads showing actual listings or an offer for a "One-on-One Consultation" (BoFu). Geo-targeting and zip code specificity: Real estate is local. You must target by highly specific demographics and geographic areas (zip code, radius around a property) to ensure you’re only paying for clicks from relevant markets. Lookalike audiences: Upload your CRM list of past buyers and current qualified leads to Taboola. The platform's AI can then create lookalike audiences based on that data to find new high-quality prospects. Rigorous A/B testing: Your success hinges on testing, so try the following: - Test multiple combinations: Test a minimum of 2-3 images with 5-10 headlines for every content piece. Taboola's algorithms will automatically optimize delivery toward the winning combinations. - Test landing pages: Don't send all clicks to your home page — create dedicated, conversion-focused landing pages that mirror the headline/ad copy the user clicked on. ### Expected Outcomes Achieve desired cost per lead: The campaign will quickly achieve a healthy cost per lead (CPL) in the client's desired range. Build trust with data: By providing clear, data-backed reports on the quality of the leads and their progression through the funnel, you can rebuild the client's trust in programmatic advertising. Justify budget increases: The successful test will serve as a proof-of-concept, encouraging the client to increase their budget and shift ad spend from other channels. ## Tips for Housing for Disabled People Audience Segmentation ### Challenges for Marketers Legally restricted targeting: Direct targeting of users with disabilities is not possible due to legal and privacy concerns. This makes it difficult to reach the core audience. Audience skepticism: It isn’t always clear whether the target audience spends time on premium news sites, which are the primary publishers on the Realize platform. Small initial budget: A small monthly budget makes it difficult to justify a larger, managed service agreement. ### Recommendations Focus on contextual and topic targeting: Instead of targeting the user directly, target the content they are consuming. For example, run ads on articles related to disability support, community resources, or accessible housing. Use the first two weeks as a learning phase: Allocate the initial budget to a broad "prospecting" campaign. The goal is to collect data and insights on which content categories and publishers deliver the best results, rather than to achieve immediate conversions. Implement the pixel for retargeting: Ensure the Taboola pixel is implemented immediately. The data from the prospecting phase will build a retargeting audience of people who have already shown interest in the ads. ### Expected Outcomes Data-backed confidence: The initial prospecting phase will provide clear data that proves the target audience is active and engaged on the Realize network, which has alleviated the client's skepticism. Effective lead generation: After the learning phase, the campaign can be optimized for leads, leading to a stable and lower CPL. The retargeting campaign will then serve as a high-performing channel for driving conversions. Path to growth: By demonstrating success on a small scale, the client will be more likely to increase their budget and move to a managed service, which offers access to exclusive, premium inventory. ## Tips for E-commerce Segmentation Success Performance marketers for e-commerce brands can use Realize in many ways, from reporting all the way to testing creatives, says Taboola advertising manager Julius Dunkin. “The secret is to educate and inform on your product, then lead prospects to the purchase,” Dunkin says. “Any additional actions, like driving them to the company home page or blog, lowers the potential for conversion.” So, make sure you have concise funnels and landing pages, he advises, adding that, “E-commerce brands that are seeing success with Realize include Temu, Wolf and Shepherd, and Avocado Mattress.” ### Challenges for Marketers Profitability on first purchase: Your main goal may be to make a profit on the first purchase, a difficult task in the highly competitive e-commerce space. Aversion to initial losses: Some marketers may be extremely risk-averse and will pause a campaign immediately if it's not profitable on day one. This directly conflicts with the necessary "learning phase" of most ad platforms. ### Recommendations "Make sure you have eye-catching creatives to drive engagement", suggests Dunkin. Great calls to action (CTAs) are essential, too. “Customers actually want you to tell them what to do. Make sure your call to action does just that,” he says. Set a clear test budget: Rather than a fixed monthly spend, establish a sufficient daily budget for a minimum two-week test. This allows the algorithm to learn without prematurely stopping the campaign. Leverage AI-powered bidding strategies: Utilize Max Conversions to drive as many conversions as possible initially, and then Max Value to optimize for the highest-value purchases. Pass back dynamic return on ad spend (ROAS): Implement an S2S integration to pass back the exact revenue from each conversion. This provides the algorithm with the data it needs to identify and target users who make larger purchases, leading to a better overall ROAS. ### Expected Outcomes Profitable scaling: The algorithm will use the dynamic ROAS data to automatically identify profitable segments, allowing the client to confidently scale their ad spend. Improved conversion rates: By using engaging creatives and optimized landing pages, the campaign will achieve a higher conversion rate, directly impacting profitability. Long-term partnership: By demonstrating that the platform can deliver on this strict profitability metric, it’s easier to build a foundation for a long-term, high-spending partnership. ## Tips for Education Marketing Success Performance marketers in the education sector can use Realize to attract new students and drive awareness of their college or university, says Dunkin. “There has been talk of drops in enrollment across the board, but a subset of colleges like SNHU and Strayer are thriving,” he adds. “That’s due to their use of platforms like Realize partnered successfully with other marketing channels.” ### Challenges for Marketers Low budgets, high goals: Budgets for educational campaigns are often unrealistically low, while they are expected to produce a large volume of conversions. Lack of marketing sophistication: In the education sector, clients may not understand marketing concepts like CPA, making it difficult to have a productive conversation about a campaign's return on investment (ROI). ### Recommendations Start with a managed test: Instead of an unmonitored self-service campaign, try a managed service test with a sufficient daily budget. This provides the necessary support and data for a successful launch. Focus on max conversions: Use a "Max Conversions" bidding strategy to prioritize lead volume over efficiency. This will generate a high number of leads, providing tangible results on a small budget. Utilize layered and predictive targeting: Use a combination of layered targeting (geography, interests, and contextual) to create a highly relevant audience. Try the Predictive Audiences tool, which uses AI to find users who behave similarly to your existing leads, helping the campaign scale beyond initial targeting parameters. ### Expected Outcomes Tangible results: The campaign will deliver a high number of leads, providing the client with immediate, quantifiable results. Educational foundation: The data from the successful test will serve as the basis for a more direct, educational conversation with the client about what it truly takes to achieve their long-term enrollment goals. Justified investment: The success of the initial campaign will build a strong case for future, larger investments in the channel. ## Key Takeaways Performance marketers face plenty of challenges, but there are plenty of opportunities, too. AI-powered platforms like Realize offer audience segmentation capabilities that, done well, can help target the right high-intent users to build new audiences and drive conversions within budget constraints. ## Frequently Asked Questions (FAQs) ### How do I use segmentation to create personalized customer experiences? Audience segmentation offers a lot of possibilities for creating personalized customer experiences. Start by gathering all available customer data, then divide customers up by shared characteristics such as demographics or behavior, depending on your marketing goals. Then, create personalized offers, messages, landing pages, and more for each segment, taking the channel and timing into consideration as well. The results can inform your personalization strategy going forward. Realize can help you create high-powered segments using the AI-powered Predictive Audience feature with strategic manual targeting, streamlining the manual work involved. ### What role do AI and machine learning (ML) play in audience segmentation? AI and ML bring powerful capabilities to marketers working on audience segmentation. With its ability to analyze massive amounts of data, AI-powered technology, like Realize’s Predictive Audiences feature, can draw upon much more information to create more precise and predictive customer segments than typical demographic divisions. Marketers can save a lot of time with these features, which help hyper-personalize marketing campaigns by identifying patterns, predicting future behavior, and refining audience segments in real time, using the latest results. Realize uses performance AI to match content with relevant users, aligning ads with audiences by analyzing content and metadata across publisher sites. ### What data do I need to collect for effective segmentation? Consider any data that’s particularly relevant to your industry, and what you already know about your target audience. The data needed for effective segmentation will vary by campaign and industry, but typically, the basics include demographics, geographic location, behavior (such as purchase history or web activity), and any lifestyle or values data from surveys. Realize offers Search Keyword Targeting so you can create audience segments based on user keyword or phrase searches, along with custom mail domain segmenting. Realize provides more than 500 dedicated first-party segments across more than 200 categories, as well as third-party data, with audience segments for 20+ providers available. You can also use interest signals across selected segments to make your ads more relevant. --- ### Q5 Top Advertising Creative Trends and Messaging Themes URL: https://www.taboola.com/marketing-hub/q5-creative-ad-trends/ Last Modified: 2026-03-02 08:49:50 Between December 26 and mid-January, the digital ad landscape makes a dramatic shift. Shoppers move from frantic gift-buying to slower, more introspective browsing, ad costs on the open web drop just as user intent spikes, and across nearly every vertical, people start envisioning a better version of themselves. This period, now known as Q5, isn’t just a bonus month tacked onto Q4: It’s a psychological reset moment for consumers, offering brands the opportunity to reach audiences who suddenly have mental space to think about what they want next. Below, I’ll break down this year’s biggest Q5 creative trends and messaging themes across three high-impact verticals — health and fitness, shopping/style, and personal finance — along with actionable takeaways for advertisers looking to capitalize on this short but high-impact time of year. ## 1. Healthy Living, Fitness and Exercising More than any other category, health, wellness, and fitness dominate Q5. Resolution energy always peaks this time of year, but the creative that performs best is not aspirational perfection: What works well is authenticity, lower barriers to entry, and small wins. Here are some creative trends and messaging themes to help you connect with consumers during this powerful reset window. ### Authenticity > Perfection Consumers aren’t looking for fitness models or staged routines right now: They want someone whose appearance echoes how they feel, i.e., tired and ready to start fresh. Creative that feels like user-generated content builds trust, so think shaky phone video, unfiltered progress clips, and “Expectation vs. Reality” posts. "When it comes to weight loss and wellness imagery, you have to be 'squeaky clean' with premium publishers like Apple News, but that doesn't mean boring. I’ve seen great success with natural imagery—like someone simply holding a GLP-1 pen—rather than overly staged before-and-afters, which often face higher rejection rates in premium environments." — Jeremy Bade, Advertising Sales Manager Strong creative angles include: - The messy beginning (“Day 1…kind of.”). - Micro-transformations (“Woke up with more energy than yesterday.”). - Honest attempts (“Tried a new class. Didn’t die.”). This format translates well into short-format video, making it ideal for Instagram Reels and TikTok. ### Make the First Step Feel Easy In Q5, audiences gravitate toward products or routines that feel accessible, not overwhelming. Instead of highlighting features, top-performing creatives emphasize simplicity. Here are some examples of friction-reducing messaging: - “Start with ten minutes.” - “A routine you can actually stick to.” - “No experience required.” This theme pairs well with formats that support lightweight explanations. This might be a short product walkthrough, a carousel of simple steps, or a vertical video that reassures rather than pressures. "To reduce friction during the New Year reset, we recommend starting with broad targeting on mobile and desktop to keep CPCs down while the algorithm learns. For health brands, targeting based on 'intent'—like the content users are already engaging with in their email inboxes—is a powerful way to find people ready to take that first easy step." — Kelly Basinger, Team Lead, Advertising Sales ### Interactive and Immersive Touchpoints People love to test-drive their future selves. Use engagement-driven content like quizzes, filters, quick polls, and mini-challenges to equip users to mentally “try on” a new routine before committing. "Interactive funnels are huge for wellness. We’ve found that moving 'personal identifiers' like name or date-of-birth just a few slides deeper into a quiz or assessment can significantly skyrocket conversion rates. It’s about building trust through the interaction first." — Jeremy Bade, Advertising Sales Manager Your marketing language can include terms like: - “Find your perfect workout match.” - “Discover your wellness baseline.” - “Join the seven-day mini reset.” This builds stickiness and creates emotional buy-in, especially when paired with gamification such as badges, streaks, or leaderboard milestones. ### Show the Transformation, Not the Product Rather than highlighting ingredients, equipment, or specs, winning Q5 creative frames the offering as a tool for transformation. Outcomes, along with the feelings tied to those outcomes, do the heavy lifting. "In the native environment, users have just finished an article and are looking for what's next. If your creative leads with a transformation story—like 'three common foods to avoid for better brain health'—it feels like a seamless discovery rather than an interruption. This 'innocent' approach to high-intent discovery is our bread and butter for eCom and wellness." — Malik Elijah Ward, Sr. Advertising Sales Manager High-performing transformation-focused messages include: - “Energy that actually lasts through your busiest days.” - “Fall asleep faster. Wake up clearer.” - “Build confidence, one small win at a time.” This approach performs especially well in open-web display, carousel, and native-plus formats, where emotion-forward headlines and imagery drive higher engagement and scroll-stopping power. ### Community as a Selling Point The lone-wolf approach to fitness is fading: Today’s consumer wants a shared workout experience, along with accountability. Show audiences not only the product, but also the support system that comes with it. Effective community-driven messages include: - “Join thousands of people starting over — just like you.” - “Real coaches. Real feedback. Real progress.” - “Train together. Stay consistent together.” In Q5, community is more than a bonus feature, it’s part of the core value proposition that pushes users from intention to action. ### The Rise of Preventive Care and Longevity More consumers now see wellness as long-term self-preservation rather than a short-term aesthetic change. Q5 creative that taps into proactive health outperforms bare-minimum “weight loss” messaging. "We are seeing a shift where wellness is viewed as a long-term investment. To scale these campaigns, we utilize 'Predictive Audiences.' Once a campaign hits a threshold of conversions, our algorithm identifies users with similar long-term behaviors and targets them before they even search for a solution, often improving CPAs by 25-30%." — Kelly Basinger, Team Lead, Advertising Sales Some effective preventive care and longevity messaging includes: - “Future-proof your health one habit at a time.” - “Invest in your next 40 years.” - Build stronger bones for the years ahead.” This type of messaging pairs beautifully with formats that support storytelling. Consider hero imagery, vertical video, and bold, future-focused headlines that help users imagine the healthier self they’re working toward.2. Shopping, Style, and Fashion Retail behaves differently in Q5. Once the last ornaments are packed away, consumers enter a reflective, self-reinvention mindset. They’re eager to refresh wardrobes, redeem gift cards, and shape the version of themselves they want to be in the new year. Below are some current creative trends impacting this category. ### “New Year, New Aesthetic” Video Hauls Users love to watch others edit, clean, and refresh their wardrobes. Q5 haul videos perform especially well because they match the audience’s internal monologue, which asks, “What is my aesthetic going into 2026?” "The mindset of a user in Q5 is uniquely primed for 'the next.' They’ve finished their holiday shopping for others and are now consuming content to define their own new-year identity. Video hauls succeed here because they aren't just ads; they are 'discovery' experiences that provide the visual cues users are already hunting for as they mentally build their 2026 aesthetic." — Abby Burdick, Advertising Sales Manager, Large Enterprise High-performing creative angles include: - “Designing my entire vibe for the new year.” - “From cluttered closet to clean aesthetic in one reset.” - “What I’m keeping vs. what I’m finally letting go of.” As you’re posting these video hauls, keep your tone relatable and real, not overly polished or influencer-perfect. ### Style Resolutions With the reset of a new year, shoppers reassess their wardrobes and shift toward pieces that support the life they’re building. This is where “style resolutions” take hold, turning purchases into intentional identity upgrades. "To hit aggressive ROAS goals for style-conscious brands, we utilize 'Predictive Audiences.' Once we capture enough signal from early Q5 shoppers, we stop looking just for demographics and start targeting users based on their specific behaviors across the open web. This often leads to a significant lift in high-value conversions during the January refresh window." — Abby Burdick, Advertising Sales Manager, Large Enterprise Messaging that resonates: - “Define your 2026 look.” - “Dress for who you’re becoming.” - “Refresh your wardrobe, refresh your mindset.” This narrative works across nearly every open-web creative format, from vertical video to static display to carousel “before and after” outfits. ### Gift Card Redemption Campaigns Q5 often sees consumers holding extra money in the form of gift cards. In fact, one study found that six out of 10 people received gift cards for Christmas in 2024. Nearly half of those consumers redeemed all their gift cards by Valentine’s Day. That gives brands the opportunity to: - Retarget users whose behavior signals gift card ownership. - Run dynamic creative showing remaining balance or suggested pairings. - Use timely headlines like “Your card = Your new look.” It’s important to act quickly, since the gift card spending window closes fast. These consumers are high-intent purchasers who can often be prompted with a reminder that they have extra funds to spend. "For retail partners, the 'cookie pool' of recent Q5 site visitors is where we see the most explosive ROAS—sometimes exceeding 20X on retargeting. By starting with a broad prospecting approach early in the quarter to identify 'refresh' intent, we can then use our DCO (Dynamic Creative Optimization) tools to hit those same users with specific product reminders, effectively capturing those gift card funds while they are top-of-mind." — Abby Burdick, Advertising Sales Manager, Large Enterprise ### The “Treat Yourself” Moment Post-holiday spending is about self-care, not gifting. Once the pressure of finding the perfect gift for everyone else fades, consumers shift toward treating themselves. Lean into that emotional exhale with language that encourages them to click that “buy” button. "We’ve seen that 'Self-Care' and 'Treat Yourself' messaging performs exceptionally well in unique placements like the top of the inbox in Yahoo or MSN Mail. Users are in a 'to-do' mindset when checking mail, and a well-timed, intentional offer for something they actually want—not a gift for someone else—is highly effective." — Kelly Basinger, Team Lead, Advertising Sales High-performing angles include: - “You’ve taken care of everyone else. Now it’s your turn.” - “Start the year with something that feels like you.” - “Have extra holiday cash? Treat yourself.” Q5 is the ideal time to guide shoppers toward purchases that feel restorative, intentional, and easy to justify. ### Reframing Clearance as a Fresh Start Consumers aren’t alone in seeking a restart at the end of the year. Q5 is traditionally one of the biggest clearance periods of the year, as retailers aim to rid themselves of extra inventory. But, clearance messaging doesn’t have to read like a bargain bin: When framed as a reset, it becomes aspirational instead of transactional. Some examples of strong clearance messaging: - “Build your new capsule wardrobe from our year-end edit.” - “Start the year with a closet that feels intentional.” - “Refresh your daily habits with our final picks of the season.” Instead of green tags and percentages, pair this messaging with lifestyle imagery to elevate your creative. "Don't just run transactional clearance ads. Use DCO (Dynamic Creative Optimization) to show suggested pairings or capsule wardrobe edits based on what the user has previously viewed. This reframes 'clearance' as 'intentional selection,' which drives much higher engagement from retail audiences looking for a fresh start." — Abby Burdick, Advertising Sales Manager, Large Enterprise ### Returns and Exchanges as an Upsell Opportunity Retailers expect 15.8% of annual sales to be returned in 2025, and a large share of those returns happen in the final week of the year. If you haven’t already optimized your return and exchange experience, Q5 is the perfect time to reduce friction and encourage upsells. This turns a loss into a conversion opportunity. Here are a few messaging examples to help with upsells: - “Didn’t like it? Let’s find something you’ll love.” - “Not the perfect match? Your better option is waiting.” - “Trade it in for something you’ll reach for every day.” Best of all, turning a return into the right fit can boost customer satisfaction, which may turn a gift recipient into a lifetime customer. "We can take the high-intent keywords users are already searching for—like specific products or return policies—and use those to find them in a less competitive environment. By showing them a 'better match' or a complimentary, display item on the sites they visit after searching, we aren't just bidding against everyone else on a search page; we’re using that intent to lead them toward an upsell when they’re most open to an alternative." — Kelly Basinger, Team Lead, Advertising Sales ## 3. Personal Finance (Fintech, Banking, and Budgeting Apps) Q5 is to finance what November is for retail. It’s the moment when intent, emotion, and urgency come together. Nearly two thirds of Americans are planning a finance-based resolution in 2026, and 71% say they have a plan to reach that goal. In the weeks following Christmas, consumers are actively seeking a simple but clear approach to reaching their financial goals, combined with the opportunity to start the year with a clean slate. That gives fintech brands a prime opportunity to position themselves as the go-to partner for a fresh financial start. Below are the creative trends and messaging themes that resonate most with Q5 audiences in the personal finance space. ### Year-in-Review Storytelling Consumers respond strongly to creative that reflects where they are financially and where they could be if they reach their goals. “Your year at a glance” storytelling, whether hypothetical or personalized, makes New Year's resolutions feel concrete. Strong examples of year-in-review messaging include: - “Here’s what you saved this year.” - “Imagine what you could build by summer.” - “You’re closer than you think to a down payment.” For best results, pair this messaging with visuals that have clean, minimal design. "To maximize impact, don't just show general savings stats. We use 'Predictive Audiences' to identify users based on their specific financial behaviors across the open web. Once we've gathered enough conversion signals, the algorithm finds users with similar intent—like those looking to build a down payment—improving CPAs by 25-30% compared to broad targeting." — Kelly Basinger, Team Lead, Advertising Sales ### Zero-Stress Saving and Budgeting In Q5, shoppers are looking for relief after a month of heavy spending. Consumers don’t want restrictions, though: Instead, they gravitate toward tools that support them in their financial goals. The most effective creative removes pressure and replaces it with ease, showing that better money habits can start with small, automated steps rather than major lifestyle overhauls. Some effective messaging for this pain point includes: - “Set it up once. Watch it grow.” - “Budgeting without spreadsheets.” - “Automation that works while you live your life.” This approach pairs naturally with solutions offering automated rules, flexible goal-setting, or quick, intuitive onboarding. ### Problem/Solution Short Videos Problem/solution videos can be especially effective in Q5, particularly for small, direct-to-consumer businesses with audiences looking to learn about a tool before trying out a new solution. With consumers already in a resolution-driven mindset, this format cuts through uncertainty by showing why they’re struggling and how they can fix it. "Vertical video is the ideal format for this vertical because it mirrors how users consume 'quick-fix' content. We’ve found that leading with a relatable pain point—like 'Ever wonder where your holiday budget went?'—immediately reduces the friction often associated with banking apps and increases CTR on our mobile-first placements." — Malik Elijah Ward, Sr. Advertising Sales Manager The most effective problem/solution videos follow a three-step format: - Call out a reliable pain point: Use messaging like, “Ever wonder where your money went?” This immediately signals empathy and relevance, reducing the friction that often comes with financial topics. - Present a quick, achievable fix: Highlight a single feature or action step that solves the identified problem. No deep dive required. - Show the immediate reward: Demonstrate how the tool delivers clarity, control, or quick savings with messaging such as, “Track every dollar in seconds.” This helps viewers visualize how the solution could impact their day-to-day lives. Vertical video is ideal here because it mirrors the native environments where consumers already consume quick, problem-solving content. ### Positioning the Tool as an Accountability Partner In Q5, motivation is high, but so is the risk of going off track. People looking for financial change want more than dashboards — they want built-in support that helps them stick to their goals. Tools that act like an accountability partner resonate far more than those that simply display numbers. Some effective angles to consider include: - 90-day action plans. - Debt repayment journeys. - Nest egg kickstarters. - Weekly progress check-ins. Additionally, ensure any headlines emphasize achievable goals to make progress feel realistic and within reach. ### Authority and Education Build Trust Finance is a sensitive category, and Q5 audiences are especially cautious as they reevaluate their money habits for the year ahead. They’re looking for guidance that feels credible, calm, and grounded, rather than sales-driven. Educational, authority-driven creative performs well here because it reduces friction and positions the brand as a trustworthy partner for those working toward a financial reset. "Trust is the currency of the fintech space. We recommend using 'Advertorial-style' content rather than just a landing page. If you can provide an expert-backed article on why a user should choose your tool before they hit the signup page, you’re not just buying a click; you’re building the authority needed to convert high-value leads." — Kelly Basinger, Team Lead, Advertising Sales Strong authority-building angles include: - Clear, minimalist layouts that make complex topics feel simple. - Expert insights that validate a user’s financial decisions. - Straightforward charts that show a user’s progress at a glance. When consumers feel informed rather than overwhelmed, they’re far more likely to explore deeper features and take meaningful action. ### Tie Savings to a Big Life Goal Generalizations rarely motivate. This is especially true in Q5, when people are actively imagining the version of themselves they want to become in the year ahead. This is the moment to anchor financial tools to specific, meaningful milestones that feel both exciting and actionable. "In the personal finance and home services space, the offers that perform best are the ones that feel like 'slam dunks' because they are services people naturally use and need in their everyday lives. By narrowing the focus to these evergreen, real-world needs, the tool stops being a generic service and becomes a practical solution for the larger goals they're already trying to fund." — Malik Elijah Ward, Sr. Advertising Sales Manager Some strong examples of this type of messaging are: - “Save for your dream trip.” - “Begin your homeownership journey today.” - “Start your summer vacation fund now.” This approach increases emotional resonance and perceived value, turning everyday saving into a path toward something tangible and inspiring. ## Key Takeaway: Q5 Is the Reset Moment Brands Can’t Afford to Miss While Q4 gets plenty of hype, Q5 is where savvy advertisers quietly gain ground. Consumer behavior is uniquely introspective this time of year as audiences actively seek products that help them build better daily routines. The most effective Q5 creative acknowledges this shift and meets users where they are — hopeful, reflective, and open to change. ## Frequently Asked Questions (FAQs) ### How can advertisers effectively use the drop in Q5 CPMs on the open web to acquire new high-value customers, instead of just retargeting? Q5 brings lower cost per milles (CPMs), allowing brands to expand beyond warm audiences and reach new shoppers who are exploring post-holiday options. This is the ideal moment to broaden targeting, test new creative variations, and run prospecting campaigns framed around long-term goals rather than holiday urgency. With more inventory and less competition, brands can cost-effectively introduce themselves to audiences who are finally ready to engage. Realize is built for precisely the moments in the funnel when lower CPMs and higher intent intersect. Its predictive audience models use more than 17 years of behavioral data to identify users showing emerging intent. By combining Realize’s matchmaking artificial intelligence (AI) with high-visibility creative formats, advertisers can efficiently scale prospecting to reach new, high-value customers. As Q5 unfolds, Realize automatically reallocates spend toward the segments that show the strongest potential, allowing brands to capitalize on lower costs while building richer, more future-ready audiences. ### Beyond standard native ads, what creative formats on the open web are best for capturing the "New Year, New Me" mindset? Vertical video, carousels, and interactive formats like quizzes perform exceptionally well because they let users test-drive a new habit. Display units that highlight emotional outcomes like better sleep and clearer budgets also help motivate users during Q5. Realize supports a wide range of conversion-focused creative formats beyond traditional native, making it ideal for Q5’s self-improvement mindset. Advertisers can deploy short-form vertical video, carousels, rich display units, and other immersive placements that help users visualize new habits or goals. Realize’s Social Importer tool also lets brands instantly repurpose top-performing social content for open-web placements, accelerating creative testing during a period when freshness and agility matter most. Together, these formats let marketers deliver emotionally resonant, high-impact creative to audiences ready for change. ### How does advertising on the open web in Q5 allow brands to strategically test and prepare for sustained Q1 momentum? Q5 is the proving ground for messaging, creative, and audience segmentation. Brands that test early enter Q1 with validated concepts, refined calls to action, and an understanding of what resonates emotionally with their audiences. This gives them a substantial performance advantage once competition increases again in late January and February. Realize turns Q5 into a strategic testing ground, allowing advertisers to refine creative, messaging, and audience signals before Q1’s competition spikes. Its AI-driven optimization and automated bidding strategies reveal which themes, formats, and user segments respond best, while the landing page builder supports rapid iteration. By the time CPMs rise again in late January, Realize has already trained on weeks of high-quality engagement data, giving brands a validated roadmap and the ability to scale confidently into Q1. --- ### Top Products for Q5 Advertising: What’s Connecting With Consumers URL: https://www.taboola.com/marketing-hub/q5-advertising-top-products/ Last Modified: 2025-12-17 06:33:17 You may be thinking that the end of the year means time to slow down and regroup for the coming 12 months. But, ignoring Q5 as a product-based business means you’re missing out on a crucial shopping window over the holiday season. Q5 refers to the post-holiday advertising window that runs from December 26 through mid-January, a period where consumer behavior fundamentally shifts. While traditional holiday marketing typically focuses on gifting, with urgency and external motivation, Q5 is driven by self-focused purchases, replenishment, deals, and a “new year, new you” mentality. For performance marketers, Q5 represents a golden opportunity and a second peak, one less defined by urgency and more by decisive, self-motivated buying behavior. ## 6 Top Performing Products for Q5 Marketing Q5 is a distinct period in retail, with 87% of Q5 shopping ending in a purchase, making it one of the most high-intent periods of the year. It overlaps several moments — the post-Christmas sales, New Year’s Eve celebrations, and the early January reset period where consumers are reassessing routines, budgets, wardrobes, and their homes. This is far from a cool-down period: Research suggests that advertisers who remain active in late December and January see 70% more visits per advertiser and 25% higher conversion rates compared to non-Q5 periods. With all that in mind, let’s take a look at which business types can best take advantage of Q5. ### Health, Fitness, and Wellness Products Health and wellness products consistently dominate Q5 because they directly align with New Year’s Resolution behavior. Consumers are actively looking for products to help them start the new year well and better maintain a healthier routine over the coming months. At-home fitness equipment, supplements, wellness devices, and entry-level fitness programs all perform particularly well because they lower the friction between intent and action. A YouGov survey for 2025 stated that over half of all polled intended to improve their physical health this year. Products that typically convert well during Q5 include compact workout gear such as adjustable dumbbells, resistance bands, yoga mats, and beginner kettlebell sets for those looking to work out at home. Smart scales, fitness trackers, and wearable health monitors are all options that allow users to measure progress, particularly if starting a new health routine. Supplements tied to daily routines like protein powders, hydration mixes, magnesium, and collagen are all strong performers when framed as tools for consistency, rather than quick fixes. The strongest Q5 creative for health, fitness, and wellness focuses both on immediacy and simplicity — starting small, tracking progress, and building long-term habits without feeling overwhelmed. ### Home Goods, Organization, and Home Upgrades Home-related products perform well in Q5 because consumers shift from holiday hosting to reclaiming and freshening up their space. The post-holiday period often brings clutter, returns, and a desire for resetting the home, creating a natural demand for organization tools, storage solutions, and functional home upgrades. Products that resonate in Q5 in this category include closet and pantry organizers, storage bins, shelving systems, label makers, small furniture pieces, and kitchen upgrades such as food storage systems or countertop appliances. With ongoing consumer boycotts of large brands such as Starbucks, appliances like at-home espresso machines are seeing increasing appeal for consumers looking to effect change with their wallets. Decorative homeware tied to seasonal hosting such as tableware, serving dishes, or glassware may continue to perform well as consumers look to purchase in the sales and prepare for hosting smaller gatherings throughout the year. MNTN’s Resolution Season research indicates that home brands were among those seeing improved cost per acquisition (CPA) during this period, suggesting stronger efficiency rather than simply higher volume. Post-holiday returns often trigger replacement purchases, and NRF projects $849.9 billion in total returns for 2025, with much of this re-spent in January. For advertisers in this space, Q5’s messaging should focus on reclaiming time, simplifying routines, and making everyday life easier. ### Self-Improvement, Learning, and Productivity Tools Beyond physical health, Q5 is where consumers invest in personal growth across finances, productivity, learning, and mental well-being. This category includes planners, journaling systems, digital productivity tools, online courses, language learning platforms, and financial planning software. These products work well in Q5 as they symbolize a fresh start. A planner or budgeting tool is not just a purchase, but a commitment to making changes in the coming year. Research shows that over half of U.S. adults plan to make New Year’s resolutions, and many of those center around finances, hobbies, and personal development. Products that reduce the complexity of these life changes perform well, such as guided planners, starter financial tools, short-form courses, and subscriptions that offer immediate structure. Entry-level offers and bundled kits tend to outperform premium commitments because they align with a cautiously optimistic consumer, rather than over-ambition. ### Beauty and Personal Care Products As with fitness and wellness content, beauty products occupy a unique position in Q5 advertising, bridging the gap between rest and celebration. In late December, products tied to New Year’s Eve party preparations perform well, but a shift toward more routine-based self-care occurs in January. Products that work well at this time of the year include moisturisers (particularly in the Northern Hemisphere where winter is in full swing), masks, serums, grooming essentials, and entry-level skincare sets. This is also the time where bundling is more common, giving consumers an opportunity to try products they may not normally purchase. Anything positioned as “winter recovery” or resetting tends to perform best. Beauty products also work well because they offer instant gratification without long-term commitments — an appealing trait in a period of seasonal transition. Industry commentary consistently groups beauty with wellness during Q5 as part of resolution season. Messaging in Q5 around beauty and self-care should emphasize comfort, recovery, and maintenance in the winter months, rather than transformation. While this may work well in other industries like productivity, beauty should align with a more relaxed post-holiday mindset. ### Apparel, Accessories, and Comfort-Driven Wardrobe Refreshes While apparel is not traditionally associated with resolutions, it performs strongly in Q5 due to gift card redemption, seasonal necessity, and the desire for comfort after the holidays. Nearly 60% of shoppers plan to purchase gift cards for loved ones during the holiday season, so Q5 is the natural point where those gift-receivers look for new items with their gift cards. In many cases, shoppers will spend beyond the amount gifted to them, increasing revenue for retail businesses. Consumers often use January to replace or upgrade core wardrobe pieces like winter coats or workwear, rather than purchasing spontaneous extras. Products that resonate in Q5 include hoodies and sweatshirts, loungewear, relaxed workwear, layering basics, winter accessories, and versatile pieces that can transition from holiday to everyday wear. These purchases are often driven by practicality and value rather than trend-chasing, increased by gift card sales in Q4. 66% of consumers report shopping in post-holiday sales, with apparel among the most common category for purchases. Creative for Q5 advertising in this category emphasizes comfort and versatility, rather than urgency. ### Subscription Products and Starter-Level Offers Q5 is an ideal entry point for subscription and repeat-purchase brands, since consumers are motivated to build habits, but are hesitant to overcommit themselves. Starter kits, trial bundles, and limited-time introductory offers perform well because they lower perceived risk while aligning with resolution behavior. This applies across categories such as meal kits, wellness boxes, skincare subscriptions, digital tools, and learning platforms. Behavioral research suggests that consumers are more open to structured habit support in January, particularly when commitment feels more manageable. Gift card redemption also supports this category, with NRF reporting $29 billion in holiday gift card spending this year, much of which will be redeemed in Q5. ## Key Takeaways Q5 is not a passive extension of the holiday season, but a high-intent, behavior-driven window where consumers shift from gifting to self-investment. With 87% of Q5 shopping occasions resulting in a purchase, advertisers who remain active can capture demand that is often more decisive than pre-holiday browsing. The most successful Q5 products share common traits — they reduce friction, support routines, and offer immediate value. Whether through starter kits, bundles, or entry-level offers, Q5 winners meet consumers where motivation is high but attention is selective. For brands advertising on the open web, Q5 represents a strategic opportunity to extend performance beyond traditional holiday peaks and to build momentum that carries through the rest of the year. ## Frequently Asked Questions (FAQs) ### Which product categories naturally see a massive surge in demand in Q5, and how can they be identified for the open web? Product categories that show significant momentum in Q5 are health/fitness/wellness, home goods and decor, self-improvement, beauty, and apparel. The common thread in all of these is that they align with post-holiday motivations like self-investment, renewal, comfort, and utility. Health and wellness categories are particularly lucrative in Q5 as consumers look to activate their New Year’s resolutions. Behavioral data suggests that searches on the open web for “home organization ideas,” “wellness subscriptions,” and “January fitness deals” are indicators of this seasonal trend. ### How can brands use Q5 to effectively sell non-resolution products like apparel and electronics, and what are the best product bundles to promote? Not all Q5 purchases are driven by resolutions, with many also occurring as a result of holiday gift card-giving and post-holiday cash windfalls that make value- and practicality-based purchases more likely. Consumers often spend beyond the initial value of products in this time, especially when promotions and bundles enhance perceived value. Compelling bundles and add-ons are a good move for brands in these categories, such as a winter coat with a glove or hat add-on. Electronic bundles with free cases or a trial subscription to software also work well in Q5. ### What role do “starter kits” and high-entry-level products play in Q5 for subscription services and repeat-purchase brands? Starter kits and entry-level products are effective in Q5 because many consumers are exploring lifestyle shifts at this time, without committing to high-tier purchases. These offer a lower barrier to entry, enabling consumers to try before they fully invest. Curious consumers are an ideal target market for these options, as they’re more cautious about spending but still committed to making small changes. --- ### The Smart Buyer's Bidding Playbook: Max Conversion vs. Target CPA for Growth URL: https://www.taboola.com/marketing-hub/max-conversion-vs-target-cpa/ Last Modified: 2026-03-15 13:46:37 When choosing the right automated bid strategy for native advertising at scale, the decision almost always falls between max conversions vs. target cost per acquisition (CPA). Which one drives better results, scales, or protects margin? To answer some of these questions, we’re joined by Nadim Batista-Kuttab of Xevio, one of the largest native advertisers in the world. Nadim’s team regularly manages campaigns spending between six and nine figures across global markets, testing automated bidding strategies through thousands of experiments. The Xevio team’s philosophy is grounded in practical, scalable dynamics, with the understanding that you can never out-optimize insufficient data. Max conversion is the strategy that unlocks growth and fuels platform learning, while target CPA is a precision tool to be used once campaigns have matured or hit a plateau. Together, these strategies form a two-phase system that supports aggressive scaling without compromising long-term profitability. https://www.youtube.com/watch?v=Ur-bKKz1s0M ## Bidding for Maximum Data Acquisition: Why Max Conversion Wins at Scale When launching a new campaign or attempting to scale an existing one into a higher spend bracket, your goal isn’t to protect every penny of margin. Instead, you need to think about accelerating data acquisition. Native campaigns operate in large-scale auction environments with billions of daily impression opportunities. The only way to train the algorithm effectively is by giving it the freedom to explore, which is exactly what max conversion bidding does. Max conversions tells the system to collect the highest possible volume of conversions for your budget, regardless of short-term CPA. In reality, this means that the algorithm can test new publishers, enter broader auctions, bid more competitively in high-value environments, and gain deeper insight into which placements, audiences, and formats work best for you. As Nadim puts it: “Bidding strategy, super easy: Max conversion, that’s it. That’s currently what’s working. Everything else is not ideal for scaling.” This approach gives the platform the ability to explore during a campaign’s early run, giving it wide exposure so that it can identify patterns across placements, geographies, and creative assets. Restrictive bidding at this early stage prevents the algorithm from gathering a crucial baseline that you’ll need for long-term effectiveness. A constrained strategy at this stage forces the system to make precision decisions before it’s had the opportunity to learn the underlying distribution patterns on why conversions are occurring, which results in unstable delivery, lower reach, and erratic CPA as the campaign progresses. Xevio data supports this, and they recommend that every campaign start with max conversions until the scale naturally increases to a threshold dictated by market size. In the U.S., this may occur at budgets above $20,000-$30,000 per day, while smaller markets like France or Spain could see a saturation point around $5,000-$10,000 per day. Max conversions is the only reliable way to reach these levels because it continually drives the discovery and momentum that feeds machine learning tools like Realize. ## Bidding for Consistency: When to Use Target CPA Target CPA is also an effective bidding strategy, but only when used in the right moments. Nadim’s guidance here is clear: This system is not a starting point and only works once a campaign has reached maturity, meaning that the tool has collected sufficient data to predict conversion probability with a reasonable level of stability. When used too early, target CPA can limit campaigns. When a campaign is transitioning from expansion to consistency, this is the point to assess moving to a target CPA strategy. Nadim says that, “Once you’ve hit the plateau on your scale, you can switch to target CPA for more consistent performance.” A plateau usually occurs when adding budget stops generating significant performance increases, when the system has exhausted all the available high-quality traffic for your creative set and targeting goals. At this point, the algorithm doesn’t need a wider net, but instead should be maintaining efficiency on the volume of traffic you’ve already captured. With target CPA, you’re essentially telling the platform to return conversions at a predictable cost, locking in your profitability once you’ve already gained hundreds, or even thousands, of conversions that the platform can analyze and work from. When you reach this point, target CPA becomes an effective stabilizer without restricting performance. ### Scaling Plateaus A scaling plateau occurs when your campaign reaches its natural limit within a given set of conditions. This may be due to market saturation, ad fatigue, audience recycling, or limited publisher inventory in a specific location. Under max conversion strategies, this plateau typically happens when increases in daily budget stop producing net-new conversions. At this point, the algorithm has learned enough about your environment that further exploratory traffic becomes less useful. Target CPA is an effective tool for navigating this, as it stabilizes delivery while you refresh creative, adjust your funnel, or prepare new tests. Because the system has already mapped your performance boundaries, it can operate with more precision. ### Profit Protection Target CPA also performs well when your priorities for your campaign shift from expansion to profit protection. Brands that have stable funnels or consistent lead goals often need predictable acquisition costs to manage budgets. When your focus is protecting ROAS or overall margin, target CPA becomes an effective way to ensure that you’re not overpaying for incremental conversions. But, it must be enabled only after the system has reliable performance history. Implemented too early, it limits reach, prevents learning, and often results in under-delivery. ## Your Safety Net: Implementing the “Parachute Rule” While automated bidding strategies like max conversions and target CPA manage the majority of auction decisions, human oversight is still essential. Nadim is clear that automated rules used for daily optimization are generally not helpful, and tools that automatically pause publishers for high CPC or low CTR, along with micro-managing placements, can also interfere with machine-learning bidding. The one exception to this is the Parachute Rule. This rule is not designed for optimization; rather it’s designed for disaster prevention. The Parachute Rule acts as an automated failsafe that stops a campaign only when something has gone objectively wrong. A common trigger might be CPA rising to 3x the expected amount after a threshold of at least $5,000 in spend. The purpose is to catch situations like broken tracking, incorrectly loaded landing pages, conversion-rate anomalies, or unexpected creative disapprovals. Without this safeguard, a malfunctioning campaign could spend tens of thousands of dollars before anyone manually detects the issue. The Parachute Rule ensures that large-scale advertisers running high-velocity budgets remain protected from technical failure while still preserving the flexibility that automated bidding strategies need. ## Beyond Bids: Where Marketers Find True Leverage The goal of automated bidding is to free marketers from having to spend extensive time manually controlling campaigns. By eliminating thousands of manual CPA adjustments, max conversions and target CPA gives marketers time to spend on activities that create more impact. As Nadim says, “All you have to do is really focus on the ad experience and the CTR of the ad itself, as well as the post-click performance.” These two areas, creative and conversion funnel optimization, are where human judgment, brand expertise, and experimentation outperform automation every time. Tools like Realize mean that bidding has become a more hands-off process, with marketers now able to focus on refinement instead, such as testing new angles, tightening value propositions, reworking lead workflows, and improving landing pages. These adjustments all impact customer lifetime value, conversion rate, and profit in a way that no bidding strategy can do alone. ### Creative Refresh Creative is still the strongest performance driver in performance advertising. The feed environment in native ads, for example, rewards content that blends into editorial ecosystems while still sparking curiosity. Even campaigns spending $10,000 to $50,000 per day can run for months before hitting true creative fatigue, especially in large markets with billions of daily impressions. Maintaining longevity requires constant iteration. Xevio’s philosophy is simple: never stop testing. Even when a creative appears to be a winner, introduce small-percentage traffic tests for new thumbnails, alternative headlines, or variations. A 0.1% CTR improvement at scale can open millions of additional impressions or lower your CPA. With Realize, the system automatically understands which creative-engagement patterns correlate with conversion likelihood. ### Conversion Rate Optimization The second major lever is post-click optimization. Regardless of how efficiently the platform acquires traffic, the landing page experience determines whether that traffic converts. Brands that optimize their forms, product pages, lead flows, and checkout sequences consistently outperform those that rely on algorithmic bidding alone. Xevio’s team monitors lifetime value, customer-quality metrics, and post-click engagement to adjust their pages accordingly. Improving conversion efficiency reduces CPA and improves scalability, because every improvement in post-click performance compounds the value of the traffic that Realize delivers. ## Key Takeaways Max conversion and target CPA are not competing strategies, but sequential strategies. Max conversion should be your default choice when launching, learning, or scaling. It accelerates data acquisition, feeds the Realize engine the best possible signal set, and unlocks rapid expansion across large markets. Target CPA only becomes valuable once you’ve reached a scaling plateau and need more predictable, stabilized performance. The Parachute Rule functions as your safety mechanism, protecting budgets from rare technical anomalies while leaving room for the algorithm to optimize. Ultimately, the greatest performance gains come not from bid adjustments, but from what you do with the time that all this automation frees up. Creative iteration, CTR optimization, landing page refinement, and funnel performance are where marketers excel. When used correctly, the combination of max conversions and target CPA forms a framework for scaling native spend from five to six to nine figures. If you’re unsure whether your campaign is ready to scale, or which bidding strategy fits your current growth stage, consult your Taboola account manager. They can assess your scale potential, interpret predictive analytics, and ensure your strategy aligns with campaign maturity. --- ### Scaling Your Media Budget: The $300/Day Minimum and Finding Your Saturation Sweet Spot URL: https://www.taboola.com/marketing-hub/scaling-media-budget/ Last Modified: 2026-03-02 08:40:44 Scaling media spend is often portrayed as a simple matter of increasing budgets once a campaign demonstrates early promise. In reality, meaningful scaling that takes a brand from modest acquisitions to sustainable, high-volume profitability requires a more structured approach that can interpret market signals and have a clear sense of when to increase and when to hold steady. A disciplined understanding of how performance shifts as budget grows, rooted in data, is essential. We’ve turned to Nadim Batista-Kuttab of Xevio, a performance marketer known for managing some of the highest-spend native advertising programs online, to break down the essentials of budget allocation and scaling across a complex platform, and provide expert insights into how to maximize profitability and avoid wasted spend. https://www.youtube.com/watch?v=Ur-bKKz1s0M ## The Mandatory Minimum: Why Your Campaign Needs a Budget Floor One of the most frequent mistakes advertisers make when entering the native performance space is starting too conservatively. A campaign launched without sufficient budget does not just underperform, it fails to generate the data density that machine learning (ML) systems require in order to optimize most effectively. Nadim emphasizes that most campaigns, whether focused on lead generation or e-commerce, need at least $300 per day to exit the learning phase of ML and create a stable environment for campaign optimization. This number applies across verticals, placements, and geo locations. A mobile-only iOS campaign needs the same minimum as a large-scale lead gen initiative, because the platform must be able to observe enough impressions, clicks, and conversions to understand signal patterns and target high-intent users. Campaigns launched below this threshold rarely reach their potential because the algorithm doesn’t receive enough information to distinguish meaningful behavior from noise. At $50 to $100 per day, artificial intelligence (AI) systems often end up competing for low-quality inventory or delivering to inconsistent placement groups. The result is an uneven cost-per-acquisition (CPA) trajectory and a misleading impression of poor channel fit. Nadim stresses that advertisers often evaluate the wrong variable when judging campaign viability: The issue isn’t usually creative or the vertical, but rather the lack of budget required to gather high-quality performance signals. For performance advertising, especially with the Realize engine powering bidding decisions, this minimum matters even more. Realize evaluates impressions based on predicted engagement, contextual alignment, user behavior patterns, and post-click conversion likelihood. These predictions depend on rapid and reliable feedback loops. When spend is too low, Realize can’t build an accurate performance model, and the campaign risks becoming trapped in a low-quality auction environment. Setting a budget floor ensures that learning accelerates instead of stalling, allowing the campaign to reach a viable optimization state more quickly. ## The Scale-Up Indicator: Accelerate Based on CPA, Not Hype Scaling should never be driven by guesswork, excitement, or pressure to meet quarterly spending goals. Nadim explains that the only reliable indicator that a campaign is ready for increased spend is performance relative to your target CPA. When a campaign begins to approach, or consistently hits that target, it signals that the algorithm understands where to find high-quality users and can replicate that success at a larger budget. This is why campaign spending around $500 per day and achieving strong performance can often scale to $5,000 per day with minimal disruption. The system already knows what user patterns correlate with conversion and which placements produce the most stable results. Increasing spending is not giving the model a new job, but simply allowing it to execute the same logic at a larger scale. Nadim points out that this phenomenon is especially true on Run of Network, where a campaign is distributed across a network of websites, or the public marketplaces of broad exchange inventory. When a campaign has access to a wider publisher set, the algorithm has enough diversity to expand without running into immediate auction constraints. Not all situations support fast scale, though. Hyper-targeted campaigns tend to saturate early because they restrict the algorithm’s ability to maneuver. If you’re targeting a very small list of publishers, a single demographic, or a limited geography, increasing spending too quickly forces bids upwards and fragments performance. In these situations, Nadim advises that it’s best to work with your Realize account manager before scaling too aggressively. The team can estimate how much inventory a campaign is capable of absorbing based on current cost-per-clicks (CPCs), click-through rates (CTR), and click-to-message (CTM) levels, along with broader market behavior. Scaling based on CPA stability keeps the whole process more disciplined. It prevents advertisers from interpreting short-term wins as long-term capability and ensures that scale only happens when the data demonstrates readiness. ## The Saturation Plateau: Recognizing Diminishing Returns No matter how strong a campaign is, every market eventually reaches a point where adding more budget no longer produces proportional returns. Nadim refers to this moment as the saturation plateau. Understanding when this occurs is essential for long-term profitability. The plateau appears when the campaign absorbs most of the available high-quality inventory and cannot expand further without pushing into less efficient placements. When this happens, each incremental dollar begins to produce fewer conversions and CPA may begin to rise. This plateau is not a sign of campaign failure, though: It’s a natural state of growth in markets with finite impression pools. In the United States, which has one of the largest and most diverse publisher ecosystems in the world, Nadim notes that saturation often occurs somewhere between $20,000 and $30,000 per day. Larger European markets like Germany show similar behavior, but smaller markets like Spain or France may see saturation earlier, sometimes around $5,000 to $10,000 per day, simply because the available audience size does not support deeper scale. Once the plateau becomes visible, the best response is to stabilize rather than push harder. Reducing budget slightly can help restore equilibrium, allowing the campaign to settle into its Maximum Efficient Daily Spend (MEDS), which is the highest spend level at which CPA stability and conversion volume remains optimal. After stabilizing, advertisers can focus instead on creative rotation, funnel refinement, and post-click optimization. These improvements can unlock additional scaling opportunities, since small boosts in CTR or conversion rate often result in disproportionately large performance gains at higher spend levels. Experienced media buyers understand that scale is not linear: It accelerates early, slows as markets absorb budget, and eventually reaches a sustainable plateau. Recognizing this pattern prevents wasted spend and supports long-term growth. ## Bidding for Growth: Max Conversions vs. Target CPA The bidding strategy you use must align with the phase that your performance marketing campaign is currently in. Whether you're scaling or stabilizing, advertisers must understand what the campaign’s current goal is, to best align placements and strategy with this overall outcome. ### Max Conversion (Scaling Phase) In the early and mid stages of scaling, advertisers need the algorithm to explore more aggressively, test new placements, and uncover patterns that lead to more efficient conversions. Nadim explains that max conversion bidding is the strategy best suited for this phase, because it gives the system freedom to discover opportunity pockets without artificially limiting CPA. With max conversions as the goal, Realize can assess impression value dynamically, allocating spend to the placements that demonstrate the highest likelihood of producing conversions at scale. This flexibility is crucial during growth. You should opt for a performance advertising platform which supports vast open-web inventory, and max conversions ensure that the model can rapidly evaluate which contexts and user behaviors correlate with conversion intent. Nadim notes that Realize has become sophisticated enough to eliminate the need for manual bid adjustments across individual sites, replacing thousands of micro-decisions with real-time intelligence. During scale, max conversions accelerate learning and ensure that campaigns build a strong performance foundation before any strict cost controls are introduced. ### Target CPA (Stabilization Phase) Once a campaign reaches its saturation plateau and the MEDS becomes clear, the priority should shift from exploration to consistency. At this stage, target CPA becomes the preferred strategy because it reinforces predictable performance. Target CPA tells the algorithm to maintain the CPA stability, even if it means restricting further exploration. Because the system already understands where conversions are coming from, this constraint helps lock in profitability and ensures the campaign operates efficiently at higher volumes. For many advertisers, switching to target CPA too early is a common mistake. Nadim stresses that target CPA should only be activated once the campaign has already reached stable performance at higher spend levels. When applied prematurely, target CPA limits the system before it fully understands the advertising environment, slowing learning and causing the campaign to stagnate. ### The Only Manual Rule: The “Parachute” Safety Net Although Realize eliminates the need for most manual intervention, Nadim supports using one specific rule: the “parachute” safety net. This rule caps spend when CPA rises dramatically above your normal range. It isn’t meant for optimization, but rather prevents runaway spending during unexpected issues, such as broken tracking, malfunctioning lead forms, or landing page outages. If CPA suddenly triples after a certain spend threshold, the parachute rule pauses the campaign until you can diagnose the issue. It’s the only manual safeguard that Nadim consistently recommends because it catches operational failures, rather than actively influencing your budget optimization strategy. ## Key Takeaways Scaling native advertising is not a matter of intuition or aggressive budget. Instead, it’s a measured, data-driven progression that unfolds in defined stages. Nadim’s approach makes it clear that campaigns must begin with sufficient budget to accelerate learning, scaling only when CPA performance proves that the model is ready and can stabilize once the saturation plateau is reached. Growth is fastest when the algorithm has room to explore and is the most sustainable when it transitions to disciplined controls at the right moment. Max conversions drive intelligent expansion, while target CPA secures long-term stability, with the parachute safety net ensuring operational reliability when unexpected issues arise. Ultimately, scaling is both a science and a partnership. Even the most experienced advertisers will encounter differences in scale potential across markets, verticals, and inventory conditions. Because those dynamics vary significantly by geography, the most effective step is to consult your Taboola account manager when you’re thinking about scaling budget, testing a new country, or evaluating a campaign’s ceiling. They can help interpret the true scale potential of any market, provide predictive insight into inventory depth, and guide you toward the most profitable path forward as your campaigns grow. --- ### Identify and Improve Low Conversion Creative Elements with Realize URL: https://www.taboola.com/marketing-hub/improve-creative-conversions-realize/ Last Modified: 2026-06-10 10:21:51 Native advertising is often misunderstood — it’s not simply display, social, or search marketing, but a different channel entirely that requires a tailored approach. When advertisers understand this, they begin to see significant improvements in CTR, conversion rate, and ultimately ROAS. We’re joined by Nadim Batista-Kuttab of Xevio, a leading expert in scaled native performance, creative testing, and open-web optimization. Nadim has managed millions in monthly spend across global markets, with the Xevio team known for diagnosing funnel problems with clarity and creative innovation. Here, Nadim breaks down how advertisers can use Realize to identify why creative isn’t converting and how to fix these issues through structured diagnostics, smart testing, and platform-specific best practices. https://www.youtube.com/watch?v=ncvZ766nWt4 ## The Native Creative Philosophy: Storytelling and Filtering Native advertising operates on a creative philosophy that’s fundamentally different from platforms like Meta or TikTok. On social, users are scrolling for entertainment and are used to seeing polished, aggressive sales messaging. On the open web, users are consuming content for information — think reading articles, researching solutions, and comparing options when looking to buy something. As a result, native creative needs to look different. Clicks here are high value, and Xevio routinely sees two minutes longer engagement on pages when using Realize — that’s a significant signal that users are deeply engaging with content. But, to earn a click, advertisers must build curiosity and filter for the right users, rather than trying to sell to everyone. Nadim puts it simply: “The image is a stop sign to stop people from scrolling, and the headline is the reason they click.” This shift in thinking reframes how marketers should be building, testing, and optimizing creative. The goal isn’t to push every benefit into a single image: Instead, it’s to attract high-quality users who will convert after the click. ### The Filter Filtering is the foundation for any native creative strategy. On the open web, you can’t rely on tight audience targeting like you can with a platform such as Meta, and you can’t assume that a publisher will deliver your ad to a highly refined segment, so your creative must do this work for you. Headlines aren’t clickbait, but rather, segmentation tools — they speak directly to your audience and the problem they’re trying to solve. Users know whether the message is relevant to them, and those who aren’t interested will simply scroll by, which saves on budget. Those with genuine interest will click. Some examples include: - “Seniors do this to ease back pain” - “Parents are shocked by this new sleep solution” - “Men over 40 are using this simple morning routine” On Realize, headline variations contribute to ad-level policy labels and targeting signals that the algorithm uses to optimize delivery. That’s why it’s essential to get your headlines right and use them as an audience-refining tool. ### The Hook While filtering addresses who should click, your hook is persuading them why they should click. Aggressive claims like “click here to cure back pain” are often flagged. Instead, neutral and educational framing works well, as it mirrors why people are browsing online in the first place — to find a solution to their problem, or to learn something new. Nadim explains that the best native ads “aren’t particularly clear on what they’re selling,” and instead present an invitation that hooks the curiosity of the reader. Remember, the conversion happens after the click, not within the ad itself. Hooks should be intriguing but always truthful, with a problem-focused base that’s broad enough to appeal while remaining focused on the target audience. This is where Realize works well, with the creative dashboard making it easy to test dozens of compliant headlines and automatically identifying the ones that are working best. CREATIVE TESTING AND ITERATION VIDEO HERE ## The 4-Pillar Diagnostic: Isolating Funnel Breakdowns When a new campaign is underperforming, many advertisers default to scrapping their plan and starting again with new landing pages, new ads, and new audiences. Nadim warns against this approach, though: Instead, remember that native funnels are a complex web of ad signals, publisher behaviors, site contexts, and more. If you change everything at once, you lose the ability to truly isolate a single failing element. Instead, try using a 4-pillar diagnostic method, with each step representing a stage of the funnel where a conversion could fall off. The goal is to identify where the problem is before making changes to campaigns. Pillar Symptom Diagnosis Solution 1. Ad Performance - High CPC - Low CTR - Inconsistent engagement The creative isn’t doing its job at filtering or hooking. Users aren’t stopping or clicking. Test stronger headlines, with curiosity-driven frameworks and clearer targeting filters — Realize’s creative variants, live performance labels, and policy tagging help here. Native-style images also outperform social images as they blend more effectively into the editorial environment. 2. Content/Landing Page - Low landing page CTR - High bounce rate The ad message and landing page message don’t align. Users don’t find what they’re expecting once they click. Adjust the content narrative on your landing page to directly address what the headline promised. Improve flow and readability with consistent copy. Realize offers content-level insights and click-to-scroll indicators to help you identify where exactly on the landing page the dropoff is occurring. 3. Conversion Rate - Strong CTR but few form submissions or checkouts - Dropoff at specific funnel points - High engagement with low action Something downstream is broken. This can be a technical element, like slow loading or missing payment information, or informational problems such as unclear benefits. Fix friction and strengthen emotional reassurance to encourage a conversion. Simplify completion steps and add additional trust signals. Realize can help identify event-level issues that highlight whether the problem is back-end technical or a creative misalignment. 4. Product/Offer - Good traffic, engagement, and user behavior, but poor sales - Low LTV The issue is no longer creative, but likely with the product, price, or post-purchase experience. Revise pricing, offer pricing tiers and bundles. Longer risk-free trials can also be helpful. Advertisers often blame the product too early in the process, which is why this is the final pillar. Nadim insists that you must “understand what element of your funnel is causing issues before you write off the platform or product.” ## Innovation vs. Imitation: The Cost of Stealing Creatives One of the most common and damaging mistakes in native advertising is copying someone else’s creative. Nadim sees this constantly — a successful ad going viral in a competitive category and dozens of companies rushing to copy it. These replicas almost never perform well because the original has already established itself. The algorithm knows them best, and users are accustomed to seeing that version. Their position is stronger and their placement prioritized, so engagement is higher. The copycats only get the leftovers after this, the low-intent clicks and expensive CPCs that waste budget. As Nadim says, “If somebody’s running something and you take that something to run yourself, you will be left with whatever’s left in the pot.” Innovation wins here, not imitation. Realize amplifies that advantage with the freedom to generate and test an unlimited number of creative concepts. With AI support, advertisers can create original, attention-grabbing images that outperform competitors. "We can, as advertisers, really throw a lot at the wall and see what sticks,” says Nadim. “One of our top solar ads in Germany was floating solar panels in space." This is native creativity at its best: unexpected, striking, and story-driven. While not realistic, it was visually compelling and earned the curiosity of users. ## Beyond Native: The Power of New Formats While classic native ads with a headline and thumbnail remain the highest volume format, expanding into additional formats can unlock new channels of ROI. Realize supports these formats with unified tracking, cross-format creative insight, and asset reuse features. ### Motion Ads Motion ads introduce movement to otherwise static creative through GIFs, micro animations, or short, silent video clips. Movement is one of the best ways to stand out against static content, capturing attention without feeling intrusive. Nadim notes that motion ads often outperform static creatives placed directly next to them. Realize supports this with the ability to convert imagery into lightweight motion variants. ### Display Inventory Display advertising within Realize's network surprised even an experienced marketer like Nadim. When Realize expanded its inventory to more display publishers, Xevio initially expected limited results due to Google’s dominance in this space. Instead, performance exceeded expectations. For one large e-commerce brand, he says, display spend on Realize now outperforms native ROI, all because the advertiser expanded from native to display with proven creative themes, filtering, and storytelling. Display shouldn’t replace native, but be used as a building block to expand into multiformat advertising at scale. ## Key Takeaways Native advertising requires a fundamentally different creative strategy to social or search. Filtering, storytelling, and curiosity are key, rather than aggressive product-pushing. To identify low-converting elements of campaigns, advertisers must use the 4-pillar approach rather than guessing, or rebuilding entire funnels from the ground up each time there’s a problem. Realize accelerates this process by providing structured creative management, automated variant testing, policy-safe headline generation, and multiformat scaling across native, display, and motion ads. For advertisers looking to scale, using tools like Realize makes this process simple and effective. --- ### Innovation vs. Imitation: Why Stealing Creatives Guarantees Failure URL: https://www.taboola.com/marketing-hub/innovation-vs-imitation-for-ad-creatives/ Last Modified: 2025-12-16 15:16:33 In performance marketing, everyone wants the fastest route to a winning ad. Imitating successful campaigns can seem like a shortcut to success, but Xevio CEO Nadim Batista-Kuttab strongly cautions against it, explaining that copying a creative will not only fail to recreate an ad’s original success, but also place advertisers at a disadvantage. That’s partly because, in performance marketing, true engagement happens on your landing page, not in the ad itself. For that reason, creative originality matters even more here than in social ads. “You don't have a 60-second video like you do on other channels, like Meta or Instagram, where you can really explain and sell,” reasons Nadim. “That'll be done later, in your content piece, after the click.” Below, we break down the dangers of copying creatives, along with Nadim’s recommendations for scaling profitably. https://www.youtube.com/watch?v=ncvZ766nWt4&feature=youtu.be ## The Imitation Trap: You Only Get Residual Clicks Everywhere you look, you see a competitor’s ad. It’s clearly getting clicks and sales, and you understandably want in on that action. It’s only natural to assume that the creative will work the same magic for you. Unfortunately, that doesn’t usually happen in native advertising. With native, as soon as a creative enters the auction, performance history starts to compound. When the ad is a duplicate, that history can work against you. “If somebody's running something, and you take that something to run yourself, you’re not going to be as successful as the first person to run that creative,” Nadim says. “The reason is quite simple: They’re more established than you, because they launched the creative before you did. They'll be higher up in the feed, they'll get a more relevant click, and you’ll be left with whatever's left.” This caution comes down to how the ad auction works. Algorithms reward relevance, quality, and performance history: When you copy an existing ad, you’re competing against an ad that is both earlier in the feed and cheaper to deliver to the platform. Below are two benefits the original advertiser gains that you won’t be able to duplicate. ### First-Mover Advantage When you steal an existing creative, you’re copying from an advertiser who has already built strong engagement signals. This includes: - Click-through rate (CTR). - Relevance scores. - Consistent positive conversion signals. - Audience fit over time. These signals tell the platform, “This ad performs. Show it to more people at a lower cost.” You can copy the image, the headline, and even the landing page, but you can’t copy the performance history that gives the original ad momentum. Without that, your cost per acquisition (CPA) will be higher. ### Dominant Position When you run a copycat creative, the original advertiser stays ahead of you. That advertiser has already: - Trained the algorithm with strong engagement and conversion data. - Accumulated positive performance signals across placements. - Captured the highest-intent audiences at the lowest click costs. Your version competes with that original creative but carries a weaker expected CTR. As a result, the platform pushes it lower in the feed, leaving you with more expensive and lower-intent traffic. With rising competition and higher native ad costs, being deprioritized in the feed makes scaling significantly more costly. ## The Rule of Continuous Testing: Outperform Your Top Winners In marketing, even a top-performing ad has a shelf life. Successful advertisers understand that sustainability is the goal, and sustainability comes from continuously challenging your best performers. “My testing philosophy is, ‘Always be testing,’” Nadim says. “Always try to outperform your top performers. It's a good position to be in: If you found something that performs, throw things against it at low scale and see if it works better than what's scaling.” Even a 0.1% CTR improvement can be meaningful at volume, especially if it’s supported by A/B testing, as it can mean the difference between your campaign plateauing and scaling. Consistent testing also helps combat creative fatigue, which often causes engagement on a high-performing ad to drop 20-30% week over week toward the end of its run. Put simply, your best-performing ad today won’t stay on top unless you keep it competitive. ## Creative Freedom and Out-of-the-Box Thinking Imitation limits growth, and stagnation stalls performance, so what actually does work in 2025? Bold, scroll-stopping creativity. Display advertising offers far more creative freedom than you may realize: While compliance restrictions protect against misleading content, the creative range is still endless. “One of our top solar ads in Germany was floating solar panels in space,” says Nadim. “It didn't make a lot of sense — we aren’t going to be selling solar panels in space! — but it was a very catchy image. It looked super nice: It was AI-generated and touched up by our design team. That is creative freedom 101.” Was it literal? No. Did it stop the scroll? Absolutely, and that’s the point: Users on the open web aren’t interested in being sold to, they’re looking for compelling content. Your ad should feel like the gateway to the story, not a product pitch. This extreme example illustrates how the most effective ads often defy conventional expectations. The key is to: ### Innovate Visually Before your headline can earn the click, the visual must earn the pause. Display ads live among editorial content, so your image needs to work hard to break scanning patterns. This is where creativity — and, increasingly, artificial intelligence (AI)-assisted concepts — offer a competitive edge. Highly effective native visuals tend to: - Break visual patterns. - Trigger curiosity. - Connect abstract ideas to familiar experiences. - Use AI-generated concepts to explore ideas that would otherwise be expensive or time-consuming to create. AI makes it easier to generate unique content that stands out in user feeds. When used intentionally, the technology becomes a creative accelerator, allowing you to test more conceptual visuals and learn from the results. ### Test Volume: Don’t Bet on One Big Idea Once you’ve found a winning creative, it can be tempting to lean into it, but that’s where many performance marketers stall. Nadim emphasizes that variety, not perfection, is what unlocks scalability. “One of the superpowers of open-web display ads and Realize is that we can, as advertisers, really throw a lot at the wall and see what sticks,” he says. Instead of investing all your effort into a single creative, launch multiple small, inexpensive variations. Performance platforms distribute creatives across hundreds of sites, contexts, and audiences. A creative may underperform in one environment, yet deliver surprisingly strong results in another. Volume testing reduces your risk and helps you learn more about what works. A healthy group of creatives might include: - 4–6 visual concepts per theme, including some that are AI-assisted. - 6–12 headline hooks to go with them. - Micro-tests to get a feel for the market before scaling. This approach keeps feeds fresh, reduces creative fatigue, and continuously generates new winners to compete with your top performers. ## Key Takeaways In today’s competitive advertising marketplace, the only way to sustain results is through originality and continuous optimization. Yes, copying a competitor’s high-performing creative can seem like a shortcut, but it places you at an immediate disadvantage: Your ad enters the auction with weaker performance signals, higher CPCs, and lower-intent traffic. Instead, focus on creating original content that stands out in feeds while still being relevant to your brand message. It’s also important to keep your ads fresh. Even a top-performing creative will degrade over time. Test and experiment, keeping a close eye on data and adjusting your campaigns accordingly. The brands that succeed are creating unique concepts that other marketers want to copy, giving them that first-mover advantage. --- ### 5 Must-Use Creative Ad Formats for Total Performance URL: https://www.taboola.com/marketing-hub/creative-ad-formats-for-performance-advertising/ Last Modified: 2026-03-24 08:31:46 As typical social and search channels become overloaded and user fatigue grows, performance marketers have to focus on the best ad format for each channel and for the campaign overall. The current challenge for performance marketing teams is how to achieve total performance: the combination of scale, efficiency, and return on ad spend (ROAS). To succeed at this total performance measurement, it’s important to consider the range of tools available. A painter doesn’t use only one brush, and a modern marketer can’t use only one ad format to fill in the full picture — no single creative format fits every stage of the funnel or every digital channel. With the right creative mix, ad campaigns can achieve high performance on the open web, meeting conversion goals and staying under budget. ## The Performance Creative Mandate: Move Beyond Saturated Channels The solution to marketing success isn’t the same as a decade ago: It’s too expensive and unpredictable to run ads on traditional channels now, and modern ads and better technology platforms offer many new ways to reach and engage audiences. Instead, performance marketers have to audit their current strategy and push toward accessing premium inventory in trusted environments, focusing on creative formats that capture attention and blend into existing user experiences. Performance success depends on matching the right creative format to the right moment across a diverse publisher network. As performance marketing matures to meet new needs, platforms like Realize have emerged to tackle new challenges so that it’s possible to use multiple creative formats without starting from scratch or going over budget. Here are five creative formats to attract new audiences at scale and improve ROAS. ## The 5 Creative Formats Driving Total Performance These creative formats each have their own uses and benefits as part of a broader total performance strategy. Get to know each of them and where they fit best in the funnel. ### 1. Motion Ads: Capturing Attention and Driving CVR The unique benefit of motion ads is that they can bring static images to life and capture attention with short, dynamic creative. For example, the Realize platform allows users to transform static creative into GIFs or short looping videos, running without sound to subtly capture attention. In a busy digital environment, motion ads are an important tool for marketers to deploy to meet conversion goals. They’re also useful in optimizing ROAS, with clients seeing 124% increase in ROAS over time with motion ads. ### 2. Vertical Ads: Scaling Mobile-First Social Assets Vertical ads go hand-in-hand with the popularity of mobile devices for browsing and shopping. Using vertical ads, performance marketers can extend successful mobile campaigns beyond the walled gardens of social channels. They’re designed for maximal visual engagement. Use vertical ads when you’re aiming for both scale and reach, targeting incremental audiences in premium environments. They also have the benefit of allowing you to reuse existing assets while maintaining brand consistency. When you’re using Realize, you get support for both vertical video and static vertical creative. ### 3. Carousel Ads: Showcasing Products and Driving Urgency Carousel ads are a popular way for advertisers to feature multiple products, benefits, and offers in a single ad unit, helping to drive urgency. These multi-frame ads ensure high-impact creative, and they’re best used to drive conversions. Generally, and within Realize, carousels include individual cards that each have their own image, title, and landing page. They’re also interactive, asking users to swipe through images, such as to show off products or tell a brand story. ### 4. Display Ads: Providing High Visibility and Direct Access Display ads are useful for extending campaign reach beyond native formats. They perform consistently across premium environments, offering a high-visibility, efficient option for performance marketers. Use these ads for both reach and consideration, keeping in mind that they use direct publisher supply that ensures better supply path efficiencies. Display ads are also a creative type within Realize, designed to extend reach beyond the feed. They offer flexibility in creative options, running on standard IAB formats with cost per click (CPC) pricing. Realize users can also upload or import existing top-performing social creatives for repurposing into display ads, saving a lot of time and resources. ### 5. Native Ads: Offering Seamless Engagement and High CTR Native ads are ideal for a seamless user experience, as they use images and titles styled to blend in naturally with publisher content. Native ads are best used for driving authentic engagement and high click-through rates. Use native ads when your goal is consideration as well as traffic quality, and when you’re looking to strengthen audience connections. They work well in an always-on approach to achieve both reach and engagement. ## Key Takeaways Each business and marketing team has to choose the right combination of formats for their audience and goals, keeping in mind that total performance success these days is multi-format. Make sure your creative playbook is flexible and diverse, and choose a platform that supports these formats. Performance marketing platforms like Realize are specifically designed to cut through the challenges of user fatigue and overused channels, and they incorporate AI so marketers can optimize for conversions and get the most out of ad spend. Try an initial audit of your creative strategy to see where you can embrace format diversity. Get started here with help from Realize. ## Frequently Asked Questions (FAQs) ### How can I manage and test five different creative formats efficiently without overwhelming my team? Marketing teams can learn a lot and build better campaigns from testing these five creative ad formats, with results like better ROAS and improved conversions. At a minimum, performance marketers should standardize testing processes, use templates, and establish data-driven workflows. Start with hypotheses about your audience, then uplevel or repurpose existing assets into the five creative formats. From there, see what works and pivot quickly to optimize the ad format mix. Getting help from a technology platform is the easiest way to manage and test formats without overwhelming your marketing team, especially a lean team that has to stay within strict budget limits and may not be able to rely on design support. Technology platforms streamline asset transformation and deployment and offer internal tools, plus AI capabilities that can save a ton of time. For example, Realize’s AdMaker feature uses specifically trained gen AI to create and optimize static and motion ads within the platform. ### Since these formats run on the open web, how is brand safety guaranteed across diverse publisher sites? Open-web formats run across diverse publisher sites, and manual management is incredibly time-consuming and often risky. Modern performance advertising platforms need to understand requirements like brand safety and suitability. This requires direct publisher integrations, not just exchanges, along with robust control tools. Look for platforms like Realize, which offer verified inventory free of Made for Advertising (MFA) sites, which can damage brand reputation with their low-quality, money-first approach. Within Realize, integrations with third-party verification partners also ensure that marketers are complying with safety, privacy, and ad quality standards with features like pre-bid filtering, keyword blocking, and customizable allow/block site lists. There are also built-in fraud and privacy protections, along with GDPR support. In addition, contextual targeting analyzes content and metadata on publisher sites to ensure safe placements. ### Can my performance AI effectively optimize campaigns when running native, motion, and display ads simultaneously? Yes, it’s possible for performance AI to optimize campaigns while running native, motion, and display ads simultaneously. The performance AI has to be format-agnostic, solely focused on advertiser outcomes. Successful capabilities and platforms use real-time conversion data captured by implementing a pixel on the site. They can then adjust bids across formats and environments so spend is directed toward the highest value impressions, no matter the ad type. With these abilities, you can optimize campaigns as you go, avoiding wasted budget and getting impactful results. Performance AI, like that in Realize, also helps to qualify prospective audiences through engagement signals. --- ### Why Q5 Is a Golden Opportunity for Advertisers on the Open Web URL: https://www.taboola.com/marketing-hub/why-advertise-on-open-web-in-q5/ Last Modified: 2025-12-16 17:20:09 After the rush of the Thanksgiving to Christmas period, it’s easy for advertisers to pause efforts and turn their attention to the new year. But Q5 — the span of time between December 26 and mid-January — can be a treasure trove for prospecting and converting users, as many consumers are still shopping and often have a different intent than they did during Cyber Week. ## The 6 Reasons Q5 Is a Golden Opportunity on the Open Web In 2024, the period between December 25 and January 1 saw the highest sales growth compared with any other period, according to Mastercard data, and 75% of TikTok users planned to spend the same amount of time or more shopping in Q5 compared to the rest of the year. Self-gifting, New Year’s resolutions, and other trends are all driving the value of Q5, and performance marketers can create a strategy to capture all this activity. As costs rise and the typical channels become oversaturated and less dependable, advertisers are expanding their playbook. Creating new channels for performance includes experimentation and rethinking the typical ways of operating. Taking advantage of Q5 can help marketers finish the year strong, building momentum for Q1 and using cheaper rates to conduct A/B testing. Below, I’ll break down all the reasons you should approach Q5 with intent. ### 1. Ad Costs Drop Because so many brands are accustomed to reducing budgets after the holiday rush, Q5 has less competition for ad space, even as user engagement remains high. With fewer advertisers, inventory becomes cheaper, lowering CPM. Cost per click (CPC) dropped 10% across devices during Q5 of 2024, while impressions surged 94% in the U.S., according to Search Engine Land. As timing is key for performance marketers, consider that Q5 may even extend until late January or up until Super Bowl advertising starts. ### 2. Gift Cards Entice Shoppers Popular holiday gifts include gift cards to favorite stores or websites, with the market for these estimated to be worth $1.24 trillion in 2025. The post-Christmas period is ripe for targeted advertising and deals targeted toward those looking to make the most out of their gifts. Over half of respondents to one survey said they use cash or gift cards they received in the weeks immediately after the holidays, so consider targeting audiences who might be new to a particular brand, or add urgency to ads to use gift cards. ### 3. Consumers Set New Year’s Goals Post-holiday mindsets often shift quickly to self-care and setting resolutions, whether exercise, diet, career goals, or more. According to TikTok data, 94% of users have at least one personal goal for the new year. These shifts can be prime time for advertisers, particularly in the wellness space, to attract and convert new, focused users. ### 4. It’s Time to Treat Yourself Self-gifting becomes popular in Q5 as consumers turn their attention inward after a busy season buying gifts for others. A Google survey found that 45% of Americans enjoy shopping after Christmas, and the percentage of those shopping for themselves was significantly higher during Q5 than the rest of the season. ### 5. Shoppers Are Laser Focused In Q5, consumers tend to have focused intent on what they’re shopping for. Post-holidays, shoppers are very likely to buy, with 87% of shopping occasions resulting in a purchase. It’s an opportunity for performance marketers to engage and re-engage users and prospects to drive conversions and sales. ### 6. There’s Lots of Appetite for Bargains On top of self-gifting and an appetite for New Year’s goals, there can be excellent post-holiday sales for consumers to enjoy in Q5. One survey found that 77% of consumers said they could find better deals after the holidays versus during them, with 51% planning to take advantage of these deals to make big purchases. These discounts and offers may be the best of the year, depending on the industry, so advertisers can get creative with images and copy to entice and convert users. ## Key Takeaways While the post-holiday period in late December and early January may typically be quiet, savvy advertisers can take advantage of this Q5 period to attract and convert high-intent users. In Q5, ad costs are usually lower, consumers are focused, and performance marketers can tailor offers accordingly to finish out the year on a high note. ## Frequently Asked Questions (FAQs) ### Why do advertising costs drop significantly during Q5, and how does this create a budget advantage? From late December to mid-January, many brands have typically paused ad spending, leading to reduced competition for ad space and lower CPM and other metrics. This creates an opportunity for performance marketers to extend their reach, perform testing affordably, and acquire new prospects and customers. With cheaper ad space, advertisers can maximize their reach and ROI, nurture leads and expand lists, build brand presence, and increase visibility and share of voice when other businesses might not be present. This is a time to take full advantage of Realize features that can help you move quickly, like automated bidding and automated A/B testing, dynamic retargeting to reach users with product-specific ads, and automated budget protection. ### How does the consumer's mindset during Q5 differ from Q4, and what kind of messaging is most effective? The Q4 consumer mindset is typically urgent and external, with a focus on gifts for others. Q5 brings a period of self-gifting and self-improvement, along with bargain-hunting. Performance marketers and advertisers can use these trends to craft messaging accordingly. You may focus on consumers looking for gifts for themselves, as well as New Year goal setters who want to change habits or improve other aspects of their lives. Messaging around value and big discounts can also be very successful, along with focusing on home items or winter gear that consumers might not have purchased in the lead-up to Christmas. Q5 can also be a great time to build brand loyalty with newer customers from Q4. Use platforms like Realize to easily create and test various display options like vertical, carousel, and video to see where and how messaging breaks through during this period of time. Consider the automated landing page builder to save time, too. ### What is the long-term strategic value of investing in Q5, rather than pausing advertising until Q1? Pausing advertising for a week or two might not seem significant, but it can be a missed opportunity during the Q5 period. Performance marketers can use this time of lower competition and reduced ad costs to build brand awareness and momentum to strengthen the pipeline for the new year. Restarting campaigns after pausing likely requires higher costs, and the decline in sales and market share can be hard to rebound from. Investing in Q5 can mean a lower-cost time to test creative and engage new audiences, and with platforms like Realize, you can use AI and automation to stay cost-effective in your bidding and A/B testing strategies. --- ### How to Optimize Campaigns Across Different Funnels URL: https://www.taboola.com/marketing-hub/optimize-campaigns-across-different-funnels/ Last Modified: 2026-06-24 12:05:43 Still chasing vanity metrics, tracking click-through rates (CTR) and basic conversion numbers? That may have worked in the past, but the modern performance marketing game requires more than tallying up easy wins. True campaign optimization requires a deeper, more sophisticated understanding of the customer journey, and that journey is rarely linear — it involves multiple touchpoints across various platforms and devices. To succeed in 2025 and beyond, marketers must implement strategies that accurately map this complex journey, leveraging the power of first-party data, artificial intelligence (AI) models, and creative automation to maximize efficiency and return on investment (ROI). ## Accurate Funnel Mapping Effective optimization begins with a precise understanding of how users move from initial exposure to final purchase. If your map is flawed, your entire optimization strategy will be misdirected. ## Key Metrics for Each Page A mature optimization strategy does more than count final conversions — it assigns specific key performance indicators (KPIs) to each stage of the funnel, reflecting the unique goals of that phase. Measuring non-transactional metrics in the early stages enables you to optimize campaigns that drive long-term value, not just short-term transactions. For example, if your time-on-page KPI for the awareness stage drops, you know you have a content relevance problem long before it impacts sales. Funnel stage Primary goal Recommended KPIs Optimization focus Awareness (top of funnel ) Maximize qualified reach and initial engagement. Share of voice, qualified clicks, time-on-page (above benchmark), video view rate (VCR). Creative appeal, placement quality, audience expansion. Consideration (middle of funnel ) Prove intent and generate qualified leads. Lead form submissions, content downloads, high-value page views, cart adds (without purchase). Messaging relevance, offer quality, landing page user experience. Conversion (bottom of funnel ) Finalize transaction and maximize value. Sales, revenue, customer lifetime value (CLV), return on ad spend (ROAS). Checkout flow, pricing, shipping costs, retargeting effectiveness. ## ## ## Data Capture and Tracking ### Data Capture Accurate mapping relies on data capture. The foundation for this is a robust, well-implemented tracking mechanism that captures data across your entire digital property. The core function of a tracking pixel is linked to closed-loop attribution, which involves connecting an anonymous ad impression (the first touchpoint) to the final, identified attribution. Without the granular data captured by a pixel, an advertiser is unable to connect a specific action to the initial marketing investment. Pixels provide the data architecture to construct a seamless, end-to-end customer journey. These tracking pixels are small snippets of code that capture all user activity on a site, from low-level engagement metrics to high-value actions. Pixels collect data points, like IP addresses, browser types, device information, and page views. This step establishes the starting point and the journey path. For closed-loop attribution to work, the system needs the full, high-fidelity log of every step a user takes after the initial ad impression. The pixel provides this detailed log, allowing the attribution model to trace the non-linear path from awareness (TOFU) to the conversion (BOFU) event. ### Conversion Tracking Pixels can track desired outcomes (a purchase, lead form submission, or content download). These measurable, high-value events determine campaign success, and a campaign’s ultimate success is measured by the conversion event. The pixel fires precisely at this point, signaling to the advertising platform that the desired action has occurred. The platform closes the loop and immediately calculates the campaign’s true ROAS or CLV, linking the final dollar amount to the ad spend. ### Cross-device and Cross-platform Linkage Pixels facilitate the use of cookies and unique identifiers to recognize a user even as they pop back and forth between different websites, applications, and devices (e.g., viewing an ad on a mobile phone and completing a purchase later on a laptop). This feature is essential for retargeting and provides the bridge for accurate multi-touch attribution. Without the pixel’s ability to link disparate touchpoints to the same user ID, the closed loop would break — and that’s a problem, considering that customer journeys are rarely confined to one session or one device. The pixel ensures proper crediting of the original top-of-funnel ad impression, even if that conversion happens days later on a different device. When you can track the entire customer journey, from initial marketing touchpoints to final sales outcomes, and use data to directly link marketing activities to revenue, imagine the insights you gain! ## Identifying Bottlenecks Friction along the user journey creates major stumbling blocks. Finding those bottlenecks is necessary for maximizing conversion rates. The first step? Understanding the drop-off points. Common culprits include: - The landing page: High bounce rates often indicate a poor messaging match, slow load times, or confusing layouts. - The cart/checkout process: Complex forms, unexpected shipping costs, or mandatory account creation can cause a significant drop-off. According to a report from Baymard Institute, other reasons customers abandon carts include not being ready to buy (43%), a lack of trust with their payment information (19%), an unsatisfactory return policy (15%), and too few payment methods (10%). Tools like session recordings, heatmaps, and funnel visualization reports offer specific insights into user behavior at each of these moments. ## Prioritizing Fixes Prioritize your fixes based on their potential ROAS lift. Generally, addressing friction in the conversion or high-intent consideration stages yields the fastest and most significant returns, since these users are closest to making that purchase. Fixing a leaky checkout flow or clarifying shipping costs up front, for example, often provides a quicker performance boost than making minor tweaks to top-of-funnel creative. ## A/B Testing and a Multivariate Testing Framework Scientific testing is the backbone of continuous performance improvement. When you plan your A/B tests, be disciplined, and don’t forget the fundamental rule — isolate your variables. Run true A/B tests to compare two versions (Headline A vs. Headline B) while keeping all other elements consistent. Once you’ve established the winners, it’s time for multivariate testing. Automated platforms make it easy to efficiently test various combinations of proven assets (headline, image, description) to quickly identify the highest-performing combination. Every test, regardless of outcome, contributes to internal knowledge. Analyze test results not only by the overall conversion rate, but also by the audience segment. Understanding which creative approaches resonate with specific demographics, psychographics, or device users informs smarter, more targeted campaign planning in the future. ## Scale Creative with High-Visibility Options and Repurposing Refresh creative assets frequently to minimize ad fatigue and keep engagement high. Enterprise platforms facilitate rapid creative scaling through automated tools, which allow advertisers to quickly repurpose high-performing social media assets into native and display formats for the open web. This automation drastically reduces production time. Focus on deploying visuals and messaging across those high-visibility formats, like native placements and vertical video, to maximize impact and blend into the publisher environment. Remember to: - Prioritize storytelling over hard selling: Narrative will hook your audience and provide value. Make the product or service a natural part of the story, not its sole focus. - Design for mobile-first consumption: Since most users consume content on their smartphones or tablets, be sure to optimize visuals and messaging for small screens, keep text legible, and use thumb-friendly calls-to-action (CTAs). - Incorporate text overlays and captions: Since many people watch videos on mute (especially on social media feeds), adding those captions or bold on-screen text communicates your message without sound. - A/B test and optimize constantly: Continue even after conducting the initial tests, as trends and preferences change. Consistent testing helps refine your strategy and avoid ad fatigue. ## Leverage Predictive Signals to Move Beyond Retargeting Taking that next step beyond retargeting, which relies on past behavior, requires using predictive AI. This technology uses historical and real-time data to forecast future customer behavior and campaign outcomes. Predictive AI uses machine learning (ML) and statistical algorithms to analyze huge quantities of past customer data. AI finds patterns and trends humans might miss, and based on these patterns, predicts future events, like which customers are most likely to buy a product, the content customers are most likely to engage with, and the best time to send a message. These tools operate 24/7, continuously monitoring performance and making intelligent, real-time adjustments, and include key applications like: - Tailoring marketing messages, product recommendations, and offers to individual customers based on their predicted behavior. - Creating more accurate audience segments to deliver campaigns to the right people across different platforms and funnels. - Identifying the leads most likely to convert, helping sales teams prioritize (and maximize) their efforts. - Forecasting which customers are at risk of bouncing or leaving, allowing marketers (or AI chatbots) to intervene, troubleshoot, and try to retain them. - Determining which marketing channels, messaging, and timing will be most effective for a given campaign. - Optimizing ad spend by forecasting which campaigns and channels will provide the best ROI. ## Key Takeaways It’s vital to implement full-funnel KPIs, measuring the value of every stage — not just the final sale — to understand true performance drivers. Prioritize fixing leaks in the consideration and conversion stages, and maintain a rigorous test schedule, using A/B testing to build audience-specific intelligence and identify winning creative combinations. Use tools that allow you to quickly repurpose successful assets across different platforms, which helps fight creative fatigue on your team. Finally, embrace predictive AI so you can scale campaigns by targeting new prospects whose browsing behavior predicts high conversion value. ## Frequently Asked Questions (FAQs) ### How does Realize's Matchmaking AI help me scale beyond my current audience and accurately forecast high-value users? Realize’s Matchmaking AI uses sophisticated ML models trained on proprietary data to analyze the engagement and conversion patterns of your existing high-value customers. Then, it scans the web to identify new prospects whose real-time browsing signals — the topics they read, content they engage with — closely match the profiles of your best converters. This capability allows you to go beyond your current audience lists and prospect efficiently at scale by targeting users with a higher likelihood of conversion. ### How can the Social Importer tool streamline creative optimization and testing when running high-volume campaigns? Realize’s Social Importer tool allows advertisers to quickly and easily repurpose their best-performing social media assets from platforms like Facebook and Instagram into display ads for the open web. - It saves time by eliminating the need to design new creative assets from scratch for different platforms, streamlining workflows. - It helps advertisers extend the reach of their social media campaigns beyond the “walled gardens” of social media platforms to a vast network of premium publisher websites (NBC News, Yahoo, and others). - It facilitates the use of various high-visibility ad formats (display, vertical, carousel) on the open web, using repurposed social assets. ### What is the benefit of having the Abby AI assistant integrated directly into the platform for real-time campaign optimization? By integrating Abby AI directly into a marketing platform for real-time campaign optimization, you gain a significant boost in efficiency, speed, and campaign management. This assistant manages your campaigns, using a conversational approach and simple questions to identify marketing objectives and build tailored media plans. Abby AI can translate simple conversational prompts into a fully constructed media plan, including budget allocations between device types (desktop/mobile), freeing advertisers to concentrate on other business goals. By automating the build process based on established best practices, campaigns initiated with Abby can go live faster than those set up manually, enabling you to enter the market more quickly. Abby’s generative AI feature facilitates instant content creation using the same conversational approach. You can ask Abby to “change the background to a sunny beach” or “write a more urgent CTA” without needing specialized image editing software or creative expertise. Because Abby has democratized the testing process, you can quickly generate and test dozens of creative variations to avoid ad fatigue in real-time. --- ### Abandoned Carts: Why They Happen and How to Prevent It URL: https://www.taboola.com/marketing-hub/abandoned-cart/ Last Modified: 2025-11-25 13:12:54 Ideally, the sales funnel for e-commerce companies would be straightforward: A shopper finds your product, perhaps on a search engine results page (SERP), in a social media ad, or in an ad on their favorite digital publication. They click to learn more about it. They read a few articles and reviews, liking what they see. They click to your site and purchase the product. It’s more likely, though, that at some point in the process, the consumer says “forget it,” leaves the product in the online shopping cart, and goes on with their day. In fact, statistics from the Baymard Institute reveal that more than 70% of shoppers, on average, abandon their shopping carts before making a purchase. Let’s take a closer look at why that is, and what you can do about it. ## What Is Cart Abandonment? Cart abandonment, as the name implies, happens when an online shopper halts a transaction and leaves their product in the shopping cart. They might intend to return to make the purchase later, but a majority of the time, those carts are just left to languish. It’s lost revenue and a lost opportunity to create loyal customers. An “acceptable” abandoned cart recovery percentage ranges from 10% to 20%, according to Convertcart. That means, for most businesses, 80% to 90% of lost potential customers are gone for good. ## What Does it Mean for a Business? Cart abandonment costs e-commerce retailers $18 billion per year, with around $4.6 trillion worth of merchandise left in online carts. Cart abandonment doesn’t just lead to lost revenue, though (even if $18 billion is, admittedly, a pretty big chunk of cash to leave on the table): Companies also miss out on the chance to build loyal, repeat customers, especially if shoppers purchase from a competitor instead. Cart abandonment makes it more challenging to boost sales, pull market share from competitors, and scale your e-commerce business. There are ways to win back customers after they’ve abandoned their cart. A report from SellersCommerce shared that cart abandonment emails can help recapture that revenue, citing that shoppers open 45% of abandoned cart emails, 21% click through, and of those, 50% ultimately make the purchase. SMS strategies can also lead to a 58% recovery rate for abandoned carts, since so many people today shop on their mobile devices. Having a solid strategy to recapture customers is good, of course, but it’s still a better business practice to avoid cart abandonment whenever you can, by optimizing and streamlining your check-out process. ## Why Does Cart Abandonment Happen? Cart abandonment happens for several reasons: Personal finance experts, e.g., often recommend cart abandonment as a budgeting and money-saving tactic, suggesting shoppers leave something in their cart overnight to avoid impulse purchases. While this type of intentional spending may account for some cases of cart abandonment, though, a lot of times, cart abandonment is the fault of the seller. Here are some of the most common reasons for cart abandonment, based on data from Statista collected from online shoppers: - Additional charges too high (shipping/tax): 39%. - Slow delivery: 21%. - Must create an account to check out: 19%. - Payment security concerns: 19%. - Complicated check-out process: 18%. These are the top reasons for cart abandonment. Other reasons included unclear pricing before purchase, an unsatisfactory return policy, website crashes, not enough payment methods, or the user’s credit card being declined. ## How to Reduce Shopping Cart Abandonment Knowing the primary reasons for shopping cart abandonment can help you tackle this problem, especially during key parts of the year, like the lead-up to Black Friday/Cyber-Monday, or during hot summer sales times, like Memorial Day and Fourth of July. ### Be Upfront About Pricing, Including Fees It’s easy for brands and e-commerce sites to address the first shopper concern: hidden fees. Follow the standard of companies like Expedia and publish the full price of your product, including any required taxes and fees, right upfront. “Drip pricing,” the practice where you hide fees until the very end, leads to cart abandonment, distrust, and bad will. It can also lead to lawsuits, so being clear about pricing upfront doesn’t just reduce cart abandonment — it may also prevent you from facing compliance issues. For a real world example, look no further than event ticket seller Ticketmaster (and parent company Live Nation), along with re-seller StubHub, who faced legal action for unclear pricing on their websites. Most recently, StubHub agreed to pay out $2.5 million in cash and $20 million in credit for not revealing fees that substantially drove up the cost of their tickets. Most retailers aren’t intentionally deceiving customers: It could be that you’ve adopted a drip pricing model because that’s the way companies have done it in the past. Now that we, as an industry, know better, though, it’s time to change things up. ### Offer Free, Fast Shipping Of course, it can be difficult to disclose the total cost without knowing the buyer’s shipping address. State and local taxes, along with shipping costs, differ. One way to avoid losing customers due to high shipping costs (or slow shipping times) is by offering free shipping across the board, or at least with a minimum purchase. Data from SellersCommerce shows that 80% of customers are willing to meet free shipping requirements. Tiktokers might call it “girl math” when they’re willing to pay an extra $20 to save $10 in shipping, but successful e-commerce companies call it smart business to reduce cart abandonment. It’s also smart to be specific about shipping times. Rather than noting that orders arrive “within three business days,” provide an exact date or, at least, a range of dates. Amazon excels at this, noting below every product (even before you reach the checkout stage) exactly when the product will arrive, based on when it’s purchased. ### Allow a “Guest Checkout” Option Taking advantage of impulse purchases requires reducing opportunities for shoppers to really think about what they’re buying. Every extra step they must take is another chance to ask themselves, “Do I really need this?” Since almost a fifth of shoppers abandon their cart if they have to create an account, why not remove this roadblock and allow guest checkout? The fewer steps customers have to take to make a purchase, the more likely they are to follow through. ### Offer Multiple Payment Choices Offering many different payment options addresses a variety of concerns. If a shopper is hesitant to enter their credit or debit card information, perhaps they’d be more comfortable using PayPal or a secure digital wallet. Alternatively, offering buy now, pay later programs to spread out costs can reduce the number of cart abandonments due to the shopper’s credit card being declined, which occurs in 8% of cart abandonment cases. Another 10% of cart abandonments happen due to the lack of payment methods available, so make sure to set up your site so you can accept all major credit cards, PayPal, various digital wallets, and at least one BNPL service. ## Key Takeaways E-commerce sellers lose an average of 70% of sales because of cart abandonment, representing $18 billion in revenue. Some key reasons for cart abandonment include a lack of upfront pricing, slow or expensive shipping, and a complicated checkout process. While there are tactics to recapture those abandoned carts, it’s better to avoid them in the first place. ## Frequently Asked Questions (FAQs) ### How do you deal with abandoned carts? Smart online retailers deal with abandoned carts by reducing their prevalence with upfront pricing and a seamless checkout process. After a customer has abandoned a cart, retailers can recapture the sale through SMS or email marketing. ### What is abandoned cart recovery? Abandoned cart recovery is a tactic e-commerce sellers use to entice a shopper who left an item in their cart to return and purchase the product. ### How do you write abandoned cart emails? Abandoned cart emails can help you recover carts after a consumer has decided not to make a purchase. The best abandoned cart emails start with a provocative subject line, like, “Did you forget something?” or “ is selling out quick.” An abandoned cart email may also offer a discount or free shipping to get the reader’s attention. The body of the email should address the prospective buyer’s pain points and make it easy for them to click through and make the purchase. --- ### Creating Storytelling Performance Ads That Filter Your Audience URL: https://www.taboola.com/marketing-hub/filter-high-interest-users-with-creatives/ Last Modified: 2026-04-12 07:48:55 To unpack what truly drives return on investment with performance advertising on the open web, we spoke with Nadim Batista-Kuttab, CEO of Xevio, whose team runs high-volume campaigns across multiple verticals and generative experience optimizations (geos). In our conversation, Nadim broke down his creative philosophy for advertising, what makes an ad “clicky without being clickbait,” and how advertisers can use storytelling to grab high-intent users even before the click. ## The Creative Philosophy: A Stop Sign and Reason To Click Advertising on the open web thrives because users have a different user mindset than they do on social media. On social platforms, users scroll for entertainment and personal updates, but on the open web, they’re actively consuming information, from news articles and reviews to educational content. That shift in intent changes everything about how your ads need to be built. “You're reaching people at a time when they're browsing to consume content,” Nadim says. “The native feeds around articles are incredibly powerful at bringing people in to consume your content.” For this reason, the open web can deliver exceptionally high post-click engagement: Xevio sees an average time on page of more than two minutes on quality content pieces — but only if the ad is built correctly. “The ad is really just a stop sign to stop people from scrolling in the feed,” Nadim says. “The headline is the reason they click.” The creative’s job is simple: ### Image: The Stop Sign The visual must be captivating or intriguing enough to interrupt the user’s natural scanning behavior. Humans can process an image in milliseconds, so your creative either stops their scroll or you’ve lost them instantly. An image should: - Stand out visually without looking like a traditional ad. - Spark curiosity or resonate emotionally. - Align with the theme, audience or problem without giving away the “punchline.” ### Headline: The Reason To Click First and foremost, a headline should immediately tell a user why this content is for them. This is where the filter begins. A headline works when it: - Identifies the audience. - Connects to that audience’s problem, ignites their curiosity, and/or helps them reach a desired outcome. - Gives a clear reason to click and read more. Unlike paid social, performance creative is not the place to explain your offer. The ad exists solely to attract the right reader to your brand, product, or content. “You don't have a 60-second video like you do on other channels like Meta or Instagram, where you can really explain and sell,” Nadim says. “That'll be done later, in your content piece, after the click.” When you satisfy both image and headline expectations, you earn high-intent clicks from users who stay longer, scroll further, and convert at a higher rate. ## Storytelling: Creating High-CTR Ads That Filter Your Audience One of the biggest misconceptions about display ads is that they need to “sell harder” to win the click. In reality, this creative should repel the wrong audience just as intentionally as it attracts the right one. The secret to a high-converting ad is not clear sales language, but effective audience filtering that will lead to an increased click-through rate (CTR). You want to attract the person who needs your solution while repelling everyone else. "You need to find a middle ground,” Nadim urges. “Oftentimes, it's storytelling: Why are people buying your product? You start with that. What is the problem that you're trying to solve? Then, how do you get people to click on an ad, while filtering them for potentially having the problem that you're trying to solve?" The more precisely you filter before the click, the lower your blended cost per acquisition (CPA) will be. ### The Filtering Formula Effective ads don’t try to appeal to everyone — they strategically filter out users who aren’t a fit so that only the highest-intent consumers click through. Nadim explains that the most effective headlines clearly define the intended audience and why that audience should care. This method ensures you’re paying only for those who are already looking for your product or service, making them far more likely to engage and convert. Here’s how: - Define the audience: Call out your target audience directly to ensure the ad only appeals to users who fit your ideal customer profile. For example: women over 45, or men with knee pain. - Present a problem: Immediately introduce a relatable frustration, pain point, or unmet need. Users click to solve, understand, or fix something, not to be sold to. The hook: Your Audience + Your Problem = Your Desired Audience. Say your headline is, “Seniors: Do This Simple Stretch to Ease Lower Back Pain.” Anyone who isn’t a senior or doesn’t have back pain will automatically scroll past. That’s the goal. This formula: - Increases CTR without aggressive tactics. - Pre-qualifies users on autopilot. - Improves time on page. - Boosts post-click engagement and conversion rates. “You'll see a lot of headlines where they're not particularly clear on what they're selling,” Nadim says.“Those are very generic headlines that work because they define the audience and the problem, which essentially filters out the people that aren't interested in that topic.” This is how ads become both “clicky” and compliant. https://youtu.be/ncvZ766nWt4 ## Avoiding the Traps: Aggression vs. Generics When it comes to performance ads, you’ll need to avoid being either too aggressive, or too generic. Stray too far in either direction and your campaign collapses, either through compliance rejection or poor CTR. ### The Aggressive Trap It can be tempting to oversell your offerings, but that’s one quick way to alienate consumers and risk non-compliance. “You don't want to say, ‘Click here and cure your disease,’” Nadim cautions. “That's a terrible approach. Compliance will butcher your ads and take them offline, and you get in trouble for it.” To stay on the safe side, avoid: - Promises of outcomes you can’t prove. - Unsubstantiated medical claims. - Fear-based hooks. - “Click here”-style commands. Performance advertisers speak to consumers who want trusted, educational content, rather than marketing hype. ### The Generic Trap On the other end of the spectrum, some advertisers default to bland, brand-centric headlines that don’t compel clicks. The lack of value means they don’t convert. “You can't just be like, ‘Buy my product,’ because people won't click,” Nadim says. “There's too much going on, on the open web for them to really be attracted to a generic ad.” Generic ads fail because: - They don’t speak to the user’s problem. - They don’t identify the intended target user. - They focus on selling rather than informing. Open web users are in “content consumption” mode: They want to be educated, enlightened, or entertained. The best ads use storytelling to engage users and lead them to a landing page that satisfies their curiosity. “Remember, everybody on the open web is looking for content to consume and is looking to be educated,” Nadim says. “So, use that to generate high-CTR creatives that aren't aggressive.” ## Key Takeaways Performance advertising rewards marketers who understand that the ad is a hook, not a pitch. Lead with an image that stops the scroll, pair it with a headline that filters your target audience, and focus on educating rather than selling. When you avoid tipping too far into being either too aggressive or too generic, your ad earns attention without triggering compliance issues, or being ignored. In the end, the brands scaling their display advertising profitably aren’t necessarily the ones with the prettiest creatives: They’re the ones sending high-intent users into their sales funnel. As Nadim notes, the right creative attracts users who are already looking for a solution like yours, making every click more likely to convert. Build your ads to filter before the click, and you’ll scale faster, spend smarter, and turn the open web into one of your most profitable channels. --- ### Carousel ads vs single-image ads: Which Drives Better Conversion Rate and Urgency? URL: https://www.taboola.com/marketing-hub/single-vs-multiple-cta/ Last Modified: 2026-01-15 10:23:34 As an advertising copywriter, so much of my creative energy goes into headlines, pre-headers, subject lines, and body copy. After all, that’s what people are going to see first — it’s what draws them in, gives them the quick sales pitch, and tells them how this product or service could be life-changing. That said, the final piece is what does a lot of the heavy lifting, and shouldn’t be overlooked: the call to action (CTA). The CTA might just be the single most important element of any ad — it’s the moment of truth where engagement becomes conversion. Even so, marketers often struggle with a fundamental strategic question: Is it better to focus a user on a single, clear button, or offer multiple routes to explore? CTAs may seem simple, but the answer isn't always clear — it depends entirely on your campaign goal, the user's intent, and the ad format you choose. ## The Case for a Single, Focused CTA: Clarity and Conversion A singular call to action is the traditional, go-to best practice in certain contexts, capitalizing on those core psychological principles to maximize conversion likelihood. This strategy works by minimizing distraction and focusing the user's cognitive energy on one clear desired next step. ### Minimizing Decision Fatigue A single CTA reduces options, eliminating user confusion about the desired next step and often leading to higher conversion rates on dedicated pages. Users can suffer from "decision fatigue" when presented with too many options, but by offering just one path, you remove a barrier to conversion. In fact, reducing a page to one CTA can boost conversions by up to 266%. ### Achieving Specific Campaign Goals A single CTA offers more control and is ideal for highly focused goals like sign-ups, lead capture, or direct sales on a landing page where the user has already demonstrated high intent. Keep it clear: When the user knows exactly what they want (e.g., download a specific whitepaper), the single CTA confirms they’re in the right place and speeds up the action. ### High Performance in Specific Channels While your creative instinct may be to dazzle the reader and make your campaign stand out, keep in mind that certain channels thrive on simplicity. Being linear and goal-oriented, emails perform significantly better with a single CTA, driving 371% more clicks and up to 1,617% more sales compared to emails with multiple CTAs. ## The Case for Multiple CTAs: Depth, Exploration, and Storytelling Multiple CTAs can still work, especially within a visually engaging format, to keep people from leaving your page. They can excel at capturing attention, providing a deeper user experience, and facilitating mid-funnel exploration. ### Reducing Bounce Rate (Exploration) Multiple, related CTAs on a longer page (like a homepage or a sequential ad format) give users options, lowering the chances of them leaving the site entirely if they aren't ready for the primary conversion. If a user isn't ready to "Buy Now," they might be willing to "Browse Styles" or "Read Reviews," keeping them within your marketing ecosystem. ### Showcasing Product Variety and Complexity For brands with numerous product lines or complex services, multiple CTAs allow marketers to feature a range of offerings in one ad unit, increasing the chance of a user finding something relevant. A user looking for boots might see options for "Hiking," "Outdoor Gear," and "Lifestyle," with a CTA directing them to the relevant category page. ### Sequential Storytelling Leveraging a sequence to build tension or walk a user from a problem (Card 1) to a solution (Card 3) to the final action (Card 5) guides them to a commitment. This format naturally eases the user toward the final conversion by educating and warming them up across the ad experience. ## Realize Carousel Ads: Leveraging Multiple CTAs for Optimal Performance The Realize Carousel Ad format on the Taboola network acts as a strategic middle ground, intelligently using multiple ad cards to provide choice and storytelling depth, while guiding the user toward a specific conversion goal. This format takes the strengths of both single and multiple CTA strategies and combines them for superior performance. ### Interactive Design for Higher Conversions Carousel Ads aren’t just more interactive — they’re proven to be extremely effective, frequently outperforming single-image ads in conversion rate (CR) and return on ad spend (ROAS). The swipe mechanism encourages prolonged engagement, allowing your message more time to resonate. ### Card-Level Customization Each card within the Realize Carousel can be treated as a unique mini-ad, featuring its own headline, description, and link to a unique landing page. This allows you to match the CTA/landing page to the specific product or benefit shown on that card. You can present four distinct products with four specific "Shop Now" CTAs, all within a single ad unit. ### Multiple Link Destinations The format allows you to drive traffic to multiple product pages, landing pages, or offers from a single ad unit. This solves the "single vs. multiple" debate by accommodating both: A primary goal can be placed on the first card, while secondary goals or supporting content can live on subsequent cards. ### Per-Card Optimization You can optimize the sequencing of cards to put the highest-performing visuals and offers first, to maximize interaction. Realize’s artificial intelligence (AI) uses data from user interactions to learn which card order leads to the best result — e.g., if it notices that presenting the "limited stock" message before the "final discount" leads to more purchases, it automatically serves that optimized sequence to future users — often helping marketers improve their funnel flow faster than manual testing. ### Generating Urgency via Narrative Flow Use the multiple cards to showcase a limited-time offer across the slides, or build narrative tension (e.g., a "Before & After" sequence) that culminates in a strong, urgent CTA on the final card. For instance, Card 1 could show the problem, Card 2 could show the solution, and Card 3 could hit the user with a time-sensitive CTA like "Claim Your Discount Now — Offer Ends Soon!" ## Key Takeaways A single CTA is best for high-intent users, landing pages, and channels like email, where the goal is direct, immediate conversion with minimal friction. Multiple CTAs, meanwhile, are best for discovery, showcasing variety and complex products where the user is in the mid-funnel exploration stage. Realize Carousel Ads offer a hybrid approach, using sequential cards for storytelling and product variety while still achieving high CR and ROAS due to their interactive nature and card-level customization. ## Frequently Asked Questions (FAQs) ### How many cards should I use in a carousel ad? The best strategy is to keep your story concise — an engaging swipe experience that generally uses three to five cards. For campaigns with a single focus, like pushing a direct sale, you can still build a sequence in just three cards: show the problem on the first, reveal your solution on the second, and end with a strong CTA on the third. If your brand offers a variety of products or services, maximizing your ad to five cards is a go-to way to showcase them all. This lets you use the format's flexibility to feature different items (like five unique features or products) with each card linking to a specific landing page, making it much easier for the user to discover exactly what suits their needs. With unique URLs and flexible creative options including images, GIFs, and video assets, Realize makes Carousel Ads easy, ensuring optimized rendering and performance tracking across devices. ### Should every card have a different CTA button? Not necessarily. You should only use different CTA buttons if they lead to different, relevant landing pages (e.g., linking to five different product categories). If all cards promote the same offer, use the same strong CTA on each card to reinforce the action. Realize allows you to utilize this multiple link destination flexibility for advanced testing and product promotion. ### How does a carousel ad lead to urgency? A carousel ad generates urgency by using sequential narrative flow. You can dedicate the first card to introducing a limited-time sale and use the subsequent cards to highlight the best deals, culminating in the final card, which carries the urgent CTA button ("Act now/Offer ends soon,” etc.). This guided sequence is more compelling than simply placing an urgent message on a single static image. Realize handles the complex task of finding the perfect sequence and the perfect audience, creating the right amount of drive to get users to click CTAs, and allowing you to focus on making the best content. You’ll find that you get better results when the AI is constantly testing and improving the narrative's flow, driving that sense of urgency effectively. The AI also helps with targeting, ensuring the entire urgent story is only shown to people who are predicted to be high-intent, meaning they’re already close to buying. This way, you aren't wasting your budget showing a "Final Hours" ad to someone who has never heard of your brand. ### Can I use my existing creatives in a carousel ad? Yes! The beauty of the carousel format, particularly within the Realize platform, is that you can repurpose your high-performing static images, videos, or headlines across the different card slots. This allows you to quickly A/B test existing assets in a new, high-engagement format without starting from scratch. --- ### Lookalike Audiences: How to Expand Your Reach URL: https://www.taboola.com/marketing-hub/lookalike-audiences/ Last Modified: 2025-11-13 13:10:02 Digital marketers have many ways to find their ideal customers. Cookies, for instance, can help marketers track user behavior to find people searching for their products or services. Contextual targeting places ads and content based on what the user is doing, reading, or viewing at that moment. Lookalike audiences, meanwhile, can help marketers expand their audience by finding people in a similar demographic as their current, loyal customers. ## What Is a Lookalike Audience? A lookalike audience is a group of people whose behaviors and traits match those who have previously purchased from you, or otherwise engaged with your brand. Lookalike targeting operates under the assumption that people in a similar demographic, who exhibit similar online behaviors, will be interested in the same content and brands. A lookalike audience can be created from an email list for your brand or website visitors, for example. ## Why Are Lookalike Audiences Important for Marketers? Lookalike audiences offer some advantages for marketers who are looking to expand their audience: ### Find Your Target Audience Quickly Lookalike audiences help you locate your target audience quickly and double down once you dial in on the most effective creative for that audience. You can also optimize ad spend by minimizing the cost to find your audience. ### Eliminate Guesswork Lookalike audiences aren’t a sure thing, but they’re one reliable method to find people likely to respond to your ads. By targeting people with similar behaviors and attributes as your current customer base, you increase the likelihood of conversions. ### Expand Your Audience Once you’ve exhausted your warm market, your sales funnel needs fresh leads. Lookalike audiences help you find them with a lower cost of acquisition than many other types of targeting. ## How Do Lookalike Audiences Work on Social Media? ### TikTok When you set up an ad campaign on TikTok, you first choose one of your custom audiences, which consists of users who have already engaged with your brand. Then, you create a lookalike audience based on that custom audience. You can choose from a narrow, balanced, or broad audience, depending on the reach you want to achieve. A narrow audience will be the closest match to existing customers or your source audience. Make sure to “exclude custom audience” from the campaign if you don’t want to retarget those users. ### Meta Creating a lookalike audience on Meta’s Facebook or Instagram is similar to TikTok. First, upload an audience, which may include existing clients or website visitors. Then, choose where you want to find the lookalike audience, and use the slider to select the size. The larger the audience, the more people you will reach, but your overall campaign cost may also rise. ## How Do Lookalike Audiences Differ From Custom Audiences? Lookalike audiences are all about expanding your reach. Custom audiences are made up of people who have already engaged with your brand on a specific platform; lookalike audiences are people who share characteristics with your custom audience, but it should exclude them. ## When to Use Lookalike Audiences vs. Interest-based Targeting Lookalike audiences can be effective when you already have a large group of customers. Meta, e.g., recommends building your lookalike audience from a source audience of 1,000 to 5,000 people, although you can start with an audience as small as 100 people. If you’re a start-up with no data on your customers, you might be better off using interest-based targeting to find people your brand resonates with, until you have a wider audience to build from. ## Benefits of Using Lookalike Audiences ### Reach High-Quality Prospects Because you’re reaching people with similar characteristics to loyal customers, lookalike audience campaigns allow you to get better results faster, and with a smaller ad spend. ### Reduce Cost-per-Acquisition (CPA) Click-through and conversion rates rise when you show ads to a highly qualified audience. ### Scale at Will It’s not always easy finding new leads. Lookalike audiences can optimize your funnel, taking people from “prospect” to “loyal customer” faster, because you’re already targeting people who are more likely to convert. ## How to Create a Lookalike Audience ### From Website Visitors To create a lookalike audience from website visitors, you can install tracking pixels on your website. Then, you can build a lookalike audience based on specific actions those visitors took, whether that’s opting in to an email list or making a purchase. ### From an Email List You can upload data directly from your CRM to create a lookalike audience. ### From People Who Watched Your Video Depending on the platform you’re using for advertising, you can choose a custom audience based on engagement. Choose “video” and then choose the length of time people watched for. You can then use that custom audience to create a lookalike audience on the platform. ## Where to Source Your Audience You can source custom audiences for lookalike audiences from a variety of places: - Your CRM. - Social media interactions. - Articles they’ve read. - Their email. - Their mobile ID. - Pixels that track what they did on your website. ## Location and Size Targeting The success of your lookalike campaign depends not just on the accuracy of the lookalike matching, but the location and size of your audience. Location targeting matters more for local businesses, like restaurants or retail locations, but national advertisers are typically better off aiming for a wider reach and narrowing the audience size instead. ### Location Targeting Again, national brands may want to start with a broader reach. However, you might want to narrow campaigns based on geography under certain circumstances. For instance, a national clothing retailer wouldn’t advertise winter coats to customers in Florida. That would be an example of a national company narrowing a campaign to a specific region. Even if you have a national brand, you can narrow your targeting by location to reduce ad spend and find closer matches at higher percentages. ### Size Targeting Size targeting is crucial and enables advertisers to control costs while attracting new leads. You can adjust the size of your campaign by percentages: A campaign might be shown to the top 1%, 2%, or 5% of platform users who match your criteria for a lookalike audience. As you increase the percentage, the users may not be as close of a match, which could reduce conversions. A 1% audience is likely to be a very close match to your ideal customers. As you increase the percentage to expand reach, your return on investment (ROI) might drop. However, if you’re in a niche market, you’ll need a larger audience to reach enough people. Experiment with different-sized audiences to find enough conversions at an acceptable customer acquisition cost (CAC). ## How to Test and Optimize Lookalike Audiences for the Best Performance Results A/B testing is one of the best ways to optimize lookalike audiences. When you’re A/B testing, remember to change only one parameter at a time for the best results. ### Change the Audience Size Changing the audience size can give you a broad or narrow reach. An audience size of just 1% will get you a closer match — the more you broaden your reach, the less “alike” your lookalike audience will be to your source audience. ### Experiment With Different Source Audiences Where you get your source audience from also matters — you might find better results compiling an audience from your CRM or tracking pixels on your website, based on content they’ve viewed. ### Use A/B Testing for Creative Once you’ve homed in on an effective lookalike audience, switch up an element of your creative to refine your results even further. This might involve ad copy, graphics, or even the advertising format, such as a carousel ad, a short video, or a static ad. ### Be Aware of Overlap If you’re sourcing your lookalikes from different audiences, there might be some overlap. This can drive up campaign costs and also lead to ad fatigue if the same people keep seeing the same ad. ### Be Patient Don’t rush to switch up your creative, reach, or your source audience. Give a new campaign time before you gauge its effectiveness. ## How to Scale Campaigns Using Lookalike Audiences ### Increase Your Lookalike Percentage Having success with a narrow lookalike audience of 1% to 2%? It’s time to scale up and expand your reach. You should use A/B testing to find the best return on ad spend (ROAS) and find out when your reach is so broad that the lookalike set isn’t a good match. ### Update the Seed Audience as It Grows The right seed, or source, audience can make or break a lookalike advertising campaign. To successfully scale and find new leads, refresh your seed audience every few months as your loyal customer base grows. As successful lookalike audiences become customers in your CRM or visitors to your website, update the seed audience to include others who look like them. Your lookalike audience should evolve and grow as your customer base grows, to maintain accurate targeting. Be aware of overlap, however, especially if you’re seeding your lookalike audience from different sources, including your CRM, videos, emails, or your website. ### Increase Your Budget Increase your budget slowly and gradually, making sure to track key performance indicators (KPIs) so you can slow down or shift gears if you reach a point of diminishing returns. Once you’ve dialed in a successful audience, increase the budget by 10% to 30% every few days. Those with smaller budgets can increase by 30% to see a change, while those with a larger budget might see a lift with a 10% increase. ### Add More Regions It’s smart to begin your lookalike campaign in a single state or region. Create additional campaigns using the same seed audience and percentage reach, but targeting different states or regions. Alternatively, you can reduce percentages and broaden geographic reach. However, treating each region separately allows you to tailor ad creative and even language for a specific geographic audience. ## More Lookalike audiences Tactics Finding the right audience using lookalike tactics isn’t always easy: Marketers can approach and scale their lookalike campaign in many ways, and the data you can use to create your lookalike audience is virtually endless. The key is finding what works best for your brand. ### Value-based vs. Standard When algorithms use your source audience to choose the standard lookalike audience, users in the first percentile have more in common with your source audience than those in the tenth percentile. Other factors, such as cost per acquisition, how recently the customer made a purchase, the customer’s average order value, or customer lifetime value (LTV), don’t come into play. However, value-based lookalike audiences consider these other factors. While decreasing the lookalike customer pool, using a value-based lookalike audience can increase your ROAS. By considering factors such as average order value, most-recent order, or customer lifetime value, you can find the lookalikes most likely to convert. ### Tap Into CRM Data Performance marketing platforms allow marketers to upload real-time, first-party data from their CRM, eliminating a need for cookies and capturing the most reliable data related to customer interactions. ### Use Offline Conversions to Build Your Source Audience You can use APIs to track real-world actions — like in-store purchases and phone orders influenced by online or SMS ads — to expand your source audience. As a result, you can find more accurate lookalikes that represent a wider cross-section of your customer base. ## Key Takeaways Lookalike audiences share characteristics with audiences who have previously purchased from or otherwise engaged with your brand. Using lookalike audiences is a cost-effective way to increase your customer base and build brand visibility, but the success of a lookalike campaign depends on effective targeting. ## Frequently Asked questions (FAQs) ### What does a 1% lookalike audience mean? A 1% lookalike audience encompasses users who are the most similar to your existing, or source, audience, based on characteristics that may include demographics, interests, or behaviors. ### What are Facebook lookalike audience terms? Facebook lookalike audience terms relate to the ways you will identify and find your lookalike users. You can create a lookalike audience from your source audience based on demographics, behaviors, or interests. ### How do lookalike audiences work on LinkedIn vs Facebook? You can create a lookalike audience for a Facebook ad campaign by uploading a custom audience from your own data, or choosing leads through the Meta Business Suite. LinkedIn, meanwhile, has shifted from traditional lookalike audiences to “predictive audiences” based on the marketer’s data from lead gen forms or contact lists. ### Can I create a lookalike audience in Google Ads (Customer Match)? Yes, you can create a lookalike segment in a new Demand Gen campaign in Google Ads. Choose a seed audience based on your existing CRM or email, website, or app activity, or YouTube content engagement. Then, determine whether you want a narrow, balanced, or broad reach to find users who are a similar match. ### Can you help me set up an A/B test for 1% vs 5% lookalikes? You can set up an A/B test for 1% vs. 5% lookalikes by initiating two campaigns, both from the same source list and using the same creative, set at different reach percentages. ### How and when should you layer lookalikes with interest targeting? Layering lookalike audiences with interest targeting can help marketers scale a successful campaign. However, be wary of narrowing the audience so much through interest targeting that you can’t reach enough prospects effectively. ### Should I use purchases or add-to-carts as my source audience? Source audiences for lookalike audiences can vary. If you’re running a value-based campaign, using analytics like “purchases” can be an effective way to build a lookalike audience. If you’re just starting out or don’t have a large customer base, using customers who added an item to their cart but haven’t converted to a sale yet, might make sense for a broader reach. --- ### Eight Best Performance Marketing Channels URL: https://www.taboola.com/marketing-hub/best-performance-channels/ Last Modified: 2026-06-16 11:19:09 Performance marketing seeks to reach audiences in the action segments of the sales funnel: consideration and purchase. Have your recent marketing campaigns delivered the results you expected? Are they leading to sales? If not, you could be trying to reach your audience through the wrong channels. Determining where your audience looks for solutions to the problem your brand solves is the first step. Marketers have more choices than ever for performance marketing campaigns. Let’s explore some of the top channels in 2026. What’s changed in our 2026 update: - Updated and current information added to all channels. - 3 new channels added: - Email marketing - Generative AI - Paid Social - Pros and cons of performance marketing added. - New FAQs added. ## 8 Marketing Channels to Achieve Campaign Success For years, email marketing, paid social, and paid search (namely, Google AdWords) stood out as the top performance marketing channels. But, that’s shifting as affiliate marketing, native advertising, CTV, and Generative AI reach audiences in new ways with compelling creative that drives sales. ### Pros and Cons of Performance Marketing Whatever channel you choose, performance marketing often provides a straight and direct route to profitability and growth. In general, there are many advantages and a few caveats to this method of lead generation and sales. Pros - Cost-efficiency. - Scalability. - High ROI. “Since payment is based on specific actions, businesses can better manage their marketing budget and ensure they are getting a good return on investment,” per Quora. Cons - Less effective for brand awareness. - Requires real-time optimization for best results. “The intent of the campaign is to drive consumer action, as opposed to raise awareness,” per Quora. With these benefits and drawbacks in mind, some performance marketing channels deliver better results than others. Let’s explore some of the best. Channel Pros Cons 1. Affiliate Marketing - Only pay for results. - Wide reach. - Scalable results. - Trusted voices promote your brand. - Limited control. - Variable quality of content. - Challenging to track ROI. - Difficult to reach the “messy middle”. 2. Display Ads - Personalization. - Scalable reach. - Advanced targeting. - Data-driven insights. - Tools for automation and retargeting. - Ad blindness. - Lower conversion rates compared to search or native. 3. Email Marketing - Proven, time-tested channel. - High conversion potential. - Easy retargeting. - Easy to track. - Limited reach. - Heavy creative lift. 4. Generative AI (ChatGPT, Claude, Perplexity) - Automatic trust. - Personalized responses. - Highly targeted by context. - No ad costs involved. - Short funnel. - No marketer control over content. - No demographic targeting. - Difficult and time-consuming to rank in Gen AI search - 5. Google - Extensive reach. - Clear metrics. - Reaches the bottom-of-the-funnel audiences. - Diminishing returns. - Highly competitive. - Constant monitoring required. 6. Mobile Advertising - Massive reach. - High conversion potential (BOFU reach). - Difficulty reaching the “messy middle”. - Ad format limits. - Ad fatigue. 7. Native Advertising - Reaches people in the decision stage. - Blends with content. - Builds trust. - High ROAS. - AI helps match campaigns to audiences. - Highly personalized based on context. - Disclosure required. - Requires platform and creative alignment. 8. Paid social - Large audience. - Advanced retargeting. - Low entry cost. - Reach customers where they are. - Highly targeted by demographic. - Diminishing returns. - Costs can add up quickly as you scale. - High cost per lead - Ad fatigue. - Strong creative demand (i.e. “scroll-stopping” ads). ### 1. Affiliate Marketing As consumers experience information overload, more and more people make buying decisions based on suggestions from people they trust. Not quite “family and friends,” affiliate marketers stand out as knowledgeable, trusted sources. Roughly 80% of brands today use affiliate marketing, and the industry is expected to exceed $17 billion in revenue in 2026. Affiliate marketing can take place across any of the performance marketing platforms listed above. In affiliate marketing, advertisers don’t pay unless the placements convert to measurable goals — typically, sales or downloads. Affiliate marketing shines in the “messy middle,” that stage where brands want to nudge consumers to take action. “Retail media struggles in mid-funnel because there isn’t a lot there in a lot of ways in terms of moving somebody along the purchase funnel,” Mike Mallazzo, writer of the Zero Clicks newsletter, opined in this blog post. ### 2. Display Ads Display ads can appear on any website, typically in a banner format or as a vertical ad down the side of the page. Display ads may include video, graphics, text, motion, and, increasingly, interactive formats to attract and engage viewers. Online display advertising is estimated at $242.36 billion, according to Mordor Intelligence, up from $212.10 billion in 2025. Thanks to advancements in AI-driven targeting, real-time bidding, and cross-platform integration, display advertising offers significant advantages for performance marketing at scale. “Marketing teams have long collected vast amounts of data on customer behaviors, content engagement, and campaign performance, but have struggled to fully utilize it,” Holly Fee, VP of Marketing at Infragistics, told Forbes, adding that she expects to see more companies invest in creating data-driven cultures and “preparing their data for AI tools.” Modern display ads employ machine learning to deliver hyper-personalized content that’s based on user behavior, rather than just traditional demographics, which hugely improves both click-through and conversion rates. With the rise of cookieless tracking technologies and privacy-first ad solutions, marketers can also feel confident about reaching their desired audience without falling foul of data compliance regulations. ### 3. Email Marketing Email marketing is far from dead. Three quarters of marketers said they plan to maintain or increase their email marketing spend in 2026, according to HubSpot data. Meanwhile, one in five marketers say it remains their top ROI-driving channel. As effective as it is, one drawback to email marketing is that you need to use other channels to build your email list. Unless you’re retargeting visitors to your website who’ve already opted in, you’ll need to attract customers via social, search, native advertising, or other tactics. Email marketing also relies on a hefty investment in quality content, as well as the software needed to build and maintain your list and create easily scannable, enticing emails. Increasingly, marketers are turning to AI to level up their campaigns with enhanced personalization, optimization, and segmenting. “The value here spans across all campaigns, audiences, and industries, making it a true game-changer for email marketing efficiency,” Bernard May, of National Positions, told Forbes. ### 4. Generative AI AI is increasingly playing a role in most performance marketing channels. LLM and machine learning help marketers create ads and find their audiences at scale, but generative AI stands out as a performance marketing channel of its own. That’s because people are turning to their generative AI chatbot of choice — typically ChatGPT, who held the greatest market share at more than 60% in February 2026 — to find brand recommendations they can trust. Along with ChatGPT, people also ask Google Gemini, Claude, Grok, and others for tips on travel planning, major purchases, recipes, and more. Results that turn up in Google’s AI Overviews also fall into this category. Garnering AI mentions can dramatically shorten the lead funnel, pushing people from the research stage to buying in the era of “no-click” search. However, optimizing for AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization) takes time, just like traditional SEO. Costs add up when you consider the vast amounts of content creation required. No one has the “secret formula” for getting mentioned by AI yet, so it’s still a bit of a gamble. ### 5. Google Google’s ad revenue continues to grow, driven by the search platform and YouTube — in Q2 2025, parent company Alphabet brought in $54.2 billion through “Google Search and Other.” As organic search traffic declined across major sectors between 2025 and 2026, text ads captured between 7 to 13% of what was previously organic traffic, Alm Corp reported. Acquisitions come from web user searches that may bring them to AI-generated recommendations, company websites, or paid ads. Google still holds roughly 90% of the Web’s search traffic. People use the platform every day, seeking solutions to a problem, specific products, or general information, such as, “Where’s the best pizza in New York?” Brands can rank for the answers to these searches through search engine optimization, answer engine optimization (AEO, or AI summaries), or through ads placed on the Google Adwords network. Paid search is often called search engine marketing (SEM). Ads can appear as text at the top of the search engine results page (SERP), or as text or display ads on various websites that use Adwords as a revenue stream. ### 6. Mobile Advertising Mobile advertising can span any of the platforms above, with roughly 98% of global users accessing the web through mobile phones in 2024. Mobile advertising encompasses SMS ads, in-app ads, ads on social media platforms, and paid search through mobile devices. Mobile is an effective way to reach bottom-of-the-funnel users, since 76% of adults in the U.S. have made purchases through their smartphone. ### 7. Native Advertising Native advertising looks like editorial content on a website, providing valuable and relevant information to readers. While native advertising will have a disclaimer that it’s a paid ad, it tends to blend in with other content on the platform. Ad blockers eliminate visibility of display ads for many users, but native advertising often slips through to reach browsers. If it delivers the right information to a well-targeted audience, users will even welcome it. Native advertising is expected to grow 13.1% in 2026 to reach nearly $148 billion in revenue. Native advertising formats vary based on the platform where the ad appears, but the common thread is that the best native advertising offers readers or viewers the content they need to make an informed decision. Powerful AI algorithms use contextual data to place native ads where they make sense, putting content in front of audiences ready to make a buying decision. For instance, someone reading an article about the benefits of light trucks for family road trips may see an article titled “Top 10 Best Light Trucks for Families” as part of a native advertising campaign. ### 8. Paid social Meta leads paid social in 2026, with a combined 3.58 billion users across Facebook and Instagram. With low start-up costs of $5 per day for ads, many performance marketers view Facebook as a safe bet, but that’s not always the case. Facebook’s cost per click averages 0.54, but the cost per lead (CPL), a much more relevant analytic, ranges from pocket change ($3.16 for restaurants and food) up to double figures as the average for most service industries — if you’re in the home improvement industry, the CPL is $41.26 on average, and dentists can expect to pay more than $71 per lead. Ad fatigue, targeting the wrong audience, and creative that doesn’t “stop the scroll” can all be factors in a failed campaign. “Facebook is still a good channel for building an audience, but if you’re a small business looking for fast growth and results, $5 a day on Facebook will get you nowhere,” Rima Mattok, demand generation director at Taboola, previously stated when discussing Facebook Ads. Other social channels create similar challenges. Whichever platform you choose, a successful social media campaign requires identifying where your target audience spends their time online, determining which ad formats will cut through the noise, and creating content that resonates. ## How to Determine Which Performance Marketing Channels Work Best As with any campaign, finding the performance marketing channel that works best for your audience requires some advance research and trial and error. Performance marketing allows you to test platforms affordably, at least, and once you dial in on what works, you’ll want to double down on those efforts. Follow these steps to start your quest for choosing the right channels: - Determine your KPIs: Before you enter any campaign, determine your key performance indicators. In most cases, performance marketing KPIs will be purchases or clicks, and how much it costs to achieve those conversions. Determine what you’re measuring before you begin so you’ll know when a campaign is successful. - Find your target audience: Next, do diligent research to determine where you’re most likely to find your target audience. - Start testing platforms and creative: At some point, you have to dive in with your best creative on the platforms you think will convert. - Double down: Every good performance marketing campaign gets to a point where something is working, which is the point you should increase the budget until you either saturate the market, or cease to see results. ## Key Takeaways Performance marketing campaigns can reach prospects through a wide range of channels, spanning from social media and search to display ads. Campaigns that focus on the action stages of the funnel (consideration and purchase) are likely to deliver results faster and at a lower cost. However, it’s crucial to choose the right channels to reach your target audience when they’re ready to buy. Platforms that use AI-powered real-time analytics can deliver results faster. ## Frequently Asked Questions (FAQs) ### Is performance marketing the same as SEO? Performance marketing is not the same as SEO (search engine optimization). Performance marketing relies on paid advertising to deliver messages to users in the action stage of the sales funnel, while SEO is an organic marketing strategy designed to help websites rank first on search engine results pages (SERPs). ### Is email a performance marketing channel? Email is a performance marketing channel because it allows marketers to deliver messages to their target audience and measure results based on clicks, downloads, or sales. However, it’s different from other performance marketing channels because it does not rely on a third-party platform like social media or a publishing network. ### What is a marketing channel strategy? A marketing channel strategy uses analytics to determine the most effective places to reach customers both online and offline. A solid marketing channel strategy should evaluate who you are trying to reach, where you’ll find them, and what resources to allocate to each channel. ### What are performance marketing channels? Performance marketing channels are the best places to reach your audience in the action stages of the sales funnel, when they are focused on consideration and action or purchase. ### Which performance marketing channels scale best? To scale your performance marketing, you need to choose the right channels. Performance marketing channels that scale the best include cross-platform display advertising and native advertising. These deliver a low customer acquisition cost and the ability to expand by doubling down on your most effective content. ### How do you track cross-channel performance of marketing campaigns? You’ll need a platform that tracks campaign performance across channels and devices, ideally without third-party cookies. Realize, e.g., uses first-party data to track important metrics like cost per action (CPA) and return on ad spend (RoAS), while visual dashboards make it easy to analyze performance and optimize targeting. --- ### Advertising Network URL: https://www.taboola.com/marketing-hub/ad-network/ Last Modified: 2025-11-13 12:47:05 With thousands of publishers and millions of potential consumers, it can feel overwhelming when trying to build an audience, sell a product or service, and scale your business. An advertising network enables you to make connections from a single centralized platform, like a bridge connecting advertisers and publishers. The right advertising network can help you save time and money, whether you’re on the supply or demand side. ## What Is an Advertising Network? Advertising networks connect advertisers with publishers whose websites or mobile apps have available ad space, drawing from a wide range of publishers’ websites, and aggregates all the available ad space inventory. These platforms can also provide tools to gather consumer data, enabling advertisers to target new audiences, create and edit campaigns, and offer a wealth of metrics and data beneficial to advertisers looking to expand their reach. ## Why Are Ad Networks Important? Ad networks can help determine the best websites and apps for a particular product or service, thereby increasing a brand’s reach through exposure, impressions, and sales. “As an advertiser, you do not need to contact each site yourself: You set your budget, choose who you want to reach and what kind of ad you want to run,” says Alex Smith, manager and co-owner of Render3DQuick in Toronto. “The network places your ads where they fit best. It saves time, cuts down on manual work, and gives your ads wider exposure. Think of it like this: You are a small furniture company launching a new line of office chairs. You want to reach interior designers, architects, and small business owners. You sign up with an ad network, set a daily budget of $50, and pick your audience. The network automatically shows your ad on architecture blogs, home design sites, and business tools apps where your audience already spends time.” ## Pros and Cons For Advertisers Pros Cons Provides you with a wide reach. Can be expensive. Lets you scale campaigns. May not let you control ad placements. Offers targeting tools (by country, platform, and operating system). Risk of fraud. ## Pros and Cons For Publishers Pros Cons Tremendous access to advertisers. May have to share any revenue with your ad network. Easy to set up and sell space. Potential quality control issues. Builds revenue through targeted users. May run into issues with compliance. ## Benefits of Ad Networks ### Provides Cost-Effective Access “For small companies, ad networks are essential because they level the playing field,” says Smith. “Without deep pockets for massive ad campaigns, small businesses need cost-effective ways to reach the right people. Because ad networks provide access to a wide pool of publishers, you can skip direct negotiations, saving you time and resources. On top of that, they offer precise targeting options, so you’re not wasting money on irrelevant audiences.” ### Allows You to Scale Your Campaigns You can scale your campaigns up or down according to your budget, marketing goals, and other targets on an ad network, and most advertising networks offer you access to editing tools to help you manage all your campaigns in one place. ### Easy Setup for Publishers An ad network makes it easy for publishers to set up codes, banners, and other ads without sacrificing real estate in the app or site. By partnering with an advertising network, publishers can benefit from CPV (clicks per view) on their site and generate revenue from the sales and potentially increased traffic. ## Considerations When Advertising on Ad Networks ### Cost Some advertising networks may be too expensive or offer more tools than a small business needs. It can pay off to look for competitive pricing and transparency in billing and fees. ### Lack of Control Using an advertising network, you risk losing control over placements, which means your ads may appear next to non-relevant content and could be subject to false metrics if bots or spam interact with the app or web page. ### Takes Time to Fine-Tune You may need to continuously fine-tune campaigns to get the full return on investment. If your network’s platform doesn’t have robust editing capabilities, it may take longer to implement changes during a campaign. ## What Are the Different Types of Ad Networks? ### Blind Ad Network These have wide exposure, but you can’t pick where your ads appear. While compatibility with sites and brands is offered, you have no control over the placement. This is beneficial for businesses that prioritize page views over placement. ### Vertical Ad Networks These networks allow you to advertise your products on apps and websites with a compatible audience. “For example, if you sell software for architects, a vertical network that includes design or construction sites would be a smart fit,” says Smith. ### Premium Ad Networks These give you access to reputable websites, like high-quality news media, lifestyle publications, high-traffic blogs, and other respected publications. They typically cost more, but in return, you get to advertise on a trusted site. ### Programmatic Ad Networks These networks utilize software and data to create ad placements in real-time, using a set budget and targeting a specific audience. They offer less control than other networks, but you may have a larger reach using this type. ## Ad Targeting Capabilities A network’s ad targeting capabilities allow advertisers to reach a specific target audience. They include, but are not limited to: - Demographics. - Age. - Income. - Online shopping behaviors. - Browsing habits. ## How to Monetize Your Website With an Ad Network There are many ways to monetize your website with an ad network. First, make sure your website is user-friendly, provide consistently updated content, and make sure it can support a volume of high traffic. An ad network can provide you with the right type of advertising content, from affiliate marketing articles, headers, banner ads, and other eye-catching advertisements from brands that align with the content or overall brand of your website or app. ## How to Measure Ad Network Performance The key metrics to measure ad network performance are: Click-Through-Rate (CTR), Cost Per Click (CPC), Cost Per Mille (CPM), and Return on Ad Spend (ROAS). Many ad network platforms provide this data to their advertisers to help them measure cost, effectiveness at driving traffic, purchases, and clicks (page views). ## How to Optimize Ad Network Performance “Monetizing and optimizing an ad network comes down to two things: knowing what kind of inventory you’re offering, and understanding how to match it with the right demand,” says Smith. Here are some ways to optimize ad network performance: - Understand your campaign visibility goals and bidding strategy: Do you want clicks, leads, or conversions? - Provide the data and metrics for each campaign that the ad network needs to perform at its best. - Make a scaling-up plan. ## How to Choose the Right Ad Network ### Budget Paying for an ad network can run from a few dollars a click to upwards of thousands of dollars a month, depending on your target audience, the type of ads you’re running, and the ad network platform’s capabilities and deliverables, like metric reports and other data. Research and compare the best ad networks for your business before committing to a single platform. Consider both monthly costs and any anticipated revenue share (typically on the publishing side). ### Goals Ad networks should align with your goals, depending on what you want from them, including monetizing your ads, generating leads and sales, or offering partnerships with high-quality sites to connect with a specific audience. ### Audience Some ad networks offer access to a specific target audience, while others are more general, providing limited control over ad placements and who sees them. ### Requirements Some ad networks have specific requirements that must be met, including minimum traffic and visibility standards, content guidelines that must be adhered to, and even geographical restrictions. ### Tracking Tools “If you’re thinking about using an ad network, I would recommend looking into one that allows you to track your campaign metrics,” advises Breanna Hendry, social media marketing director at Minky Couture. “This includes things like CTR, conversions, and CPA. Then, you should use this data to optimize and figure out what is and isn't working. They also make it easier to test different creatives, formats, and placements to see what resonates most.” ### Editing Tools Many ad network platforms allow you to manage, edit, and even pause ad campaigns based on their performance and audience share. Being able to adjust your weekly or monthly campaign budgets, remove ads with low visibility or traffic, or increase ad content on sites with higher traffic may be possible, but these offerings tend to come at a higher cost. ## Ad Network vs. Ad Exchange An ad network compiles and captures a wide range of ad space inventory to sell to advertisers. Ad exchanges are open marketplaces where advertisers and publishers bid on rates in real-time directly from one another. ## DSP vs. Ad Network A Demand Side Platform (DSP) is a platform used by advertisers to bid in real-time auctions for ad space. An ad network gathers up all the available ad space for sale and matches. Ad networks are intermediaries between advertisers and online publishers who want to buy and sell ad space. ## Key Takeaways An advertising network is an intermediary entity that connects advertisers and publishers to facilitate the sale and purchase of ad space. These platforms can also provide advertisers with data and metrics to help them improve their reach and generate revenue. If you are a small business, using an advertising network can improve your visibility and save you time and effort in finding available ad space. There are different ad networks (with varying tools and price points) to choose from — some focus on specific audiences, others specialize in a particular kind of inventory, such as mobile apps, and others partner with high-profile publishing sites. ## Frequently Asked Questions (FAQs) ### What is Google Display Network (GDN)? The Google Display Network (GDN) is a group made up of more than 2 million apps, websites, and videos where Google Ads are posted. ### What are the Big 4 advertising networks? The four largest global advertising holding companies are collectively referred to as the "Big 4," and own numerous major marketing firms and advertising agencies worldwide. The "Big 4" are WPP (UK), the Omnicom Group (USA), the Publicis Groupe (France), and the Interpublic Group, often referred to as IPG (USA). ### What is the biggest ad network? Currently, the largest ad network is Google Ads — often referred to as the Google Display Network (GDN). ### Do ad networks support programmatic advertising? Yes, ad networks support programmatic advertising in many ways, and, in fact, it is a part of an ad network’s system. Programmatic advertising allows advertisers with an ad network to place ads and brand-related content in real-time, among other abilities. ### How do I block low-quality ads in my ad network? You can install ad-blocking software, block specific advertisers via your ad network platform, and make adjustments in your browser extensions and settings to keep low-quality ads from popping up. ### How do I integrate an ad network into my website? You can integrate an ad network into your website by signing up for one. It will connect with your website or app and begin the process of integrating ads onto your spaces. ### Why are my ad network earnings low? There are several reasons for low ad network earnings, including improper ad placement or low visibility on a site or app. Issues with technology on the site, low visibility for ad clickability, and ill-defined ad metrics can all contribute. ### Which ad network pays the highest CPM? There are a lot of variables in play here, making it hard to give a definitive answer, but there are a few contenders, including Google AdSense, Adsterra, and RevContent. ### Which ad network is best for small businesses? Several factors influence the decision to choose an ad network, including budget and target audience. Google Ads is a popular choice for small businesses, as well as AdPushup, Realize, and Facebook Audience Network. --- ### Ad Compliance: Major Challenges and How to Ensure You Meet Content Policies URL: https://www.taboola.com/marketing-hub/ad-compliance/ Last Modified: 2026-06-04 09:09:07 The world of online advertising moves fast, often down to the millisecond. Making this even harder is the fact that running a successful campaign nowadays requires more than just compelling creative and optimized bidding — it demands strict adherence to an ever-changing landscape of rules that can be tough to keep up with. There’s a term for it: ad compliance. Failing to meet these standards doesn't just result in frustrating ad disapprovals (though that’s definitely a part of it); it exposes your brand to legal risks, regulatory fines, and reputational damage. Let’s break down what ad compliance is, outline the major challenges in the digital era, and talk about how to create a structured workflow for keeping your campaigns clean, legal, and profitable. ## What Is Ad Compliance? Starting with the most basic understanding of the term itself, compliance refers to ensuring all marketing activities adhere to legal regulations, industry standards, and internal company policies. It’s the essential guardrail that keeps your brand safe and your campaigns running smoothly. ### Honest Advertising and Truthfulness (FTC/ASA) Ads must be legal, decent, honest, and truthful, with all claims substantiated by evidence. If you’ve ever been scammed or misled by an ad, you know there’s good reasoning behind this. Regulatory bodies like the Federal Trade Commission (FTC) in the U.S. and the Advertising Standards Authority (ASA) in the U.K. impose strict rules on financial claims, health claims, and any content that could be considered misleading. The core principle here is transparency and accuracy. ### Substantiating Claims Say what you can prove, and prove what you say. Every quantifiable claim, such as "99% effective" or "lowest price guaranteed" needs to be backed up by verifiable evidence. As an advertiser, it’s your responsibility to have this evidence readily available in case of an audit or consumer complaint. ### Clear Disclosures Disclosures (like terms and conditions, financial disclaimers, or product risks) must be front-and-center, and close to the claim they qualify. Burying important legal text in tiny font at the bottom of a page or requiring multiple clicks to find it is a common violation, especially in finance and health sectors. ### Data Privacy and Consumer Consent (GDPR/CCPA) Compliance heavily involves adhering to laws governing how consumer data is collected, used, and stored. Major legislation like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) mandate that advertisers respect consumer data rights. ### Explicit Opt-In To lawfully collect user data, particularly in regions governed by GDPR, advertisers must obtain explicit consent using un-checked default boxes. Users must actively choose to opt in, and clear, easy-to-use opt-out mechanisms must be provided at all times. ### Data Security This is a major concern nowadays, and you’ve probably seen multiple news stories about data breaches across the board. Ad compliance extends to maintaining the confidentiality, integrity, and availability of customer data. This means using secure systems for data storage, encryption, and ensuring strict access control to prevent these types of breaches. ### Brand Safety and Suitability This focuses on ensuring your ads run in appropriate spaces, avoiding content that could damage brand reputation, such as hate speech, controversial politics, or explicit material. Brand suitability involves setting specific comfort thresholds for content. ### Third-Party Verification To effectively manage safety and suitability on the open web, advertisers should use recognized industry accreditations and tools for pre-bid protection. Vendors accredited by the Media Rating Council (MRC) are essential for validating inventory quality. ## The Challenge: Manual Review vs. Real-Time, Global Compliance As I’ve talked about above, there’s lots of rules and regulations in place for good reason, and following them can be a challenge in itself. Again, though, the speed and complexity of digital advertising brings a whole other set of significant compliance hurdles. The massive scale of modern digital media, particularly programmatic buying, has far outpaced traditional manual review processes, leading to things like delays and — the biggest thing you have control over — increased human error. ### Regulatory Fragmentation and Change Regulations are going to vary widely by industry (such as finance, life sciences, commerce, etc.), region (state, country), and product type. To make it even more complicated, they’re constantly evolving, too: What's compliant in California, e.g., probably won’t be compliant in Spain, creating a complex, fragmented legal landscape for global marketers. ### Creative Rejection Bottlenecks Manual creative review cycles by platforms (like Google or Facebook) are often a bottleneck for campaign launches. If a creative is rejected due to a minor policy infraction, the resulting delay can cause marketers to miss opportunities and slow down campaign momentum, losing out on the big bump that usually comes with a launch. ### Programmatic Risk (Open Web) The open web, particularly through programmatic buying, introduces significant risks that human oversight simply can’t address fast enough. This includes things like Invalid Traffic (IVT), non-viewable impressions, and brand-damaging placements, where an ad can appear next to unsuitable content in the milliseconds between the bid and the display. ## Best Practices for Cross-Platform Ad Compliance Understandably, this is a lot to deal with. In order to achieve sustainable performance, it’s vital to implement a structured, automated compliance workflow that covers campaign setup, creative content, and ongoing monitoring. ### 1. Pre-Launch Creative and Setup Vetting Integrate legal review early: Make compliance review a built-in part of the creative workflow, involving legal, brand, and compliance teams before any assets are finalized. This shifts compliance from a final hurdle to a core design input. Utilize AI/automation for creative vetting: Deploy AI-powered tools (like generative AI scanners) to scan ad copy, imagery, and video for banned language, required disclosures, and prohibited content in real-time before submission.This drastically eliminates delays from rejections by catching errors instantly. Verify targeting parameters: Ensure that all audience targeting, especially for sensitive categories (e.g., health, finance), strictly adheres to regional laws and platform policies, preventing discriminatory practices. ### 2. Real-Time Data and Placement Monitoring Implement consent management: Deploy a robust Consent Management Platform (CMP) to legally collect, manage, and document user consent in compliance with global privacy laws (GDPR, CCPA). This is super important for legally collecting high-quality data used for targeting and measurement. Enforce brand safety pre-bid: Use third-party brand safety vendors (like DoubleVerify or Integral Ad Science) for pre-bid filtering. This automatically blocks ad placements next to unsuitable, high-risk, or malicious content before the ad is served, eliminating programmatic risk. Automate exclusion lists: Manage and update negative keyword lists and exclusion site lists in real-time, leveraging machine learning to gauge the context and sentiment of current open web content. Monitor ad-to-landing page consistency: Ensure the product/service promoted in the ad exactly matches the product/service on the landing page, adhering to platform relevance standards. Any inconsistency is considered misleading and might risk non-approval. ### 3. Internal Governance and Training Foster a compliance culture: Promote accountability and a commitment to ethical marketing across the entire team, making compliance everyone's responsibility, not just the legal department's. Standardize with checklists: Create and regularly update compliance checklists tailored to different types of marketing materials and target regions, simplifying complex regulatory requirements for everyday use. Document everything: Maintain comprehensive records of all compliance efforts, including training records, approval processes for creative assets, and consent logs, to serve as evidence during audits or legal challenges. ## Key Takeaways Ad compliance is mandatory adherence to legal, ethical, and platform rules, covering truthfulness, data privacy, and brand safety. Since the speed of digital advertising and the fragmentation of global laws make manual compliance obsolete, best practices involve shifting to an automated, pre-launch vetting system, using AI for creative checks, and implementing real-time pre-bid brand safety tools. Establishing a culture of compliance and rigorous documentation is essential for sustained campaign success and brand protection. ## Frequently Asked Questions (FAQs) ### How can I prevent creative rejections on new platforms (beyond social/search)? The key is to leverage automation and AI to your advantage. Use AI-powered compliance scanners to review your assets (images, copy, video) before you submit them to the platform. These tools can flag banned words, check for necessary disclosures, and ensure image standards are met instantly, eliminating the back-and-forth of manual rejections. Realize, for example, offers ABBY, a Gen-AI performance tool, which is designed to provide real-time fixes for creative rejections and reduce delays. Beyond compliance checks, ABBY automates campaign setup and media planning with an Onboarding Wizard that applies best practices, helping you launch compliant campaigns faster and more efficiently. ### What is the first step to ensuring my targeting is compliant with data privacy laws? The first and most critical step is to implement a robust Consent Management Platform (CMP) on your website. This is the only way to legally obtain and document the necessary explicit consent from users (especially in GDPR/CCPA regions) to collect their data for advertising purposes, ensuring your targeting data is legally sound. When running campaigns with Taboola, you’ll benefit from built-in measures: All Realize inventory is validated against IAB standards and aligned with the Coalition for Better Ads. This provides critical, integrated support for GDPR and other privacy frameworks, delivering greater brand confidence and transparency in every impression you serve. ### How do I ensure my claims are legally sound without constant lawyer review? You’ll need to adopt a "Substantiation First" policy. Before any claim is written into ad copy, ensure you have clear, written, and verified evidence to support it. For common claims, create pre-approved compliance templates with standardized phrasing and required disclosures that can be used by the marketing team without needing a fresh legal sign-off every time. Realize can assist here by minimizing risk through its core function of optimization: The platform focuses on maximizing performance based on data, and the ABBY assistant provides recommendations on budget allocations and optimizations, which indirectly steers marketers toward successful, sustainable creatives that are less likely to rely on exaggerated or unsubstantiated claims just to win a click. ### What is the best way to handle compliance across multiple countries? The most effective approach is to organize your compliance by the strictest regional standard, often GDPR, as a baseline. Then, use compliance checklists tailored by region and language that specifically flag unique requirements, such as language-specific disclosures or prohibited local targeting categories, before campaign launch. When utilizing a global platform like Realize, your work is instantly enhanced by the system's global integrity standards. Advertisers running campaigns through Realize benefit from built-in protections across fraud prevention, content quality, and data privacy, ensuring that fundamental compliance requirements are met across the entire network's inventory, regardless of the specific country your ad is running in. --- ### Blending Generative AI With Human Expertise for High-Converting Content URL: https://www.taboola.com/marketing-hub/ai-vs-human-expertise-performance-marketing/ Last Modified: 2026-03-19 13:08:22 Artificial intelligence (AI) stands to transform every industry, from customer service to network security. Nowhere is its impact more immediate, or more misunderstood, than in performance marketing. Marketers are using AI tools to generate headlines, thumbnails, and landing pages in seconds, reshaping what it means to produce creative at scale. Yet, one universal truth remains: The best-performing campaigns still rely heavily on human judgment, strategy, and experience. To explore AI’s strengths and weaknesses, we spoke to Nadim Batista-Kuttab, CEO of Xevio, a leading performance marketing agency specializing in native advertising. Nadim’s team manages some of the largest enterprise accounts in the space, combining deep platform expertise with data-driven creative strategy. In our conversation, he explained how human expertise is vital to performance marketing, even as AI is revolutionizing campaign management. ## The Rise of the Prompter and the Decline of the Studio For years, design studios have been a necessary expense for marketing teams. Campaigns relied heavily on experts using expensive hardware and software to generate videos and design the images necessary to connect with consumers. But, as Nadim explains, AI is fundamentally changing the requirements for creative production teams. The need for a dedicated studio will gradually be eroded, he says: Prompters, instead of specialized design teams, are the future of performance marketing. “Specialized, dedicated design teams aren't necessary anymore for performance campaigns,” continues Nadim. “On the flip side, content is still very much human-produced. So, we're using AI regularly in the generation of landing pages, but they're always edited by people.” ### The Human Factor As Nadim points out, AI tools are increasingly capable of generating the raw materials of performance creative. The technology can generate dozens of assets in minutes, eliminating the need for a full photo studio with a lighting rig and multiple designers. The new high-value skill is prompt engineering: Performance marketers need skilled professionals who can instruct the AI to produce assets that meet the technical requirements. The assets must also speak to the emotional triggers and visual hooks that connect with humans. This ease of asset creation can make it easy to lose sight of your strategy, though. Each image, video, and text output should fit within the broader context of your campaigns. This is where a human expert needs to filter assets, discarding some, refining others, and constantly testing and iterating. ### The Shift From Studios to Idea Factories This gradual shift means that performance marketing teams can easily streamline operations. Instead of a full photography shoot for every asset, you’ll now have an “idea factory” where skilled prompt engineers generate multiple versions, a marketing expert chooses the best, a graphic designer or video editor polishes them, and teams test each creative. “Our recommendation right now, especially on the content side, is to use AI as an accelerator, not as a replacement to your internal tools,” Nadim says. “It's not complicated, I think, to create a good creative. The hard part is really just getting the entire value stream right. So, from click to content to product to purchase — all those pieces have to be in sync before you can see success on it. And that's the hard part. The individual pieces aren't that hard.” While AI is an invaluable tool in content production, then, it’s still just that — a tool. Humans need to refine and filter AI output to ensure campaigns convert. When you remove the human strategist and rely purely on AI-generated assets, you risk producing uninspired or misaligned creative, potentially leading to months of wasted marketing efforts. https://youtu.be/SNck87ia2To ## The Content Fallacy: Why AI Drafts Fail to Convert AI excels at generating content quickly, but as impressive as the technology can be, it struggles to compete with skilled, experienced human experts when it comes to that final strategic refinement necessary to drive high-volume, profitable conversions. “Just because you know ChatGPT can write you a landing page in 10 seconds, it doesn’t mean that landing page is going to perform remotely as well as a page that has a couple of hours of several people's time put into it, to really fine-tune those edges and make it perform better,” Nadim says. ### Generative Capability vs. Conversion Capability As already discussed, AI can easily produce something that looks like a landing page, ad copy, or script. It will typically follow the prompt, incorporate brand terms, and be grammatically correct. Conversion goes beyond perfectly crafted sentences and visually appealing images, though: In short, no technology has the in-depth understanding of your business that you’ve cultivated over the weeks, months, and years you’ve been in the trenches. The biggest issue with AI-generated content is that it lacks context. Humans generating the same content, for instance, would be aware of your competition and platform dynamics. They’d understand the key friction points and typical click-through rates of your channel. They’d also recognize subtle performance cues, like when a click doesn’t translate into a conversion or when a headline’s emotional tone clashes with the audience’s intent. That level of insight comes from lived experience, not algorithms. ## The Full Funnel Principle: Where Human Expertise Still Reigns Beyond individual assets lies what Nadim identifies as the value stream, which describes the customer journey from click to content to product to purchase. This is where human strategists shine: From managing interdependencies to spotting friction and ensuring the funnel is cohesive, optimizing content across the entire buyer journey is where human strategists provide indispensable value. "The individual pieces aren't that hard,” Nadim says. “The hard part is getting the entire value stream right. So, from click to content to product to purchase, all those pieces have to be in sync before you can see success." Human expertise is needed to: ### Bridge Disconnects One of the most common failures in performance marketing happens when the ad’s promise (headline, creative, and hook) doesn’t match what the landing page or checkout process delivers. A mismatch can lead to one or more of the following: - Higher bounce rates. - Dissatisfied users. - Poor-quality conversions. - Platform sanctions. For example, an AI-generated ad might read, “Discover the secret to youthful skin in seven days,” but when the user clicks through to the landing page, the messaging offers a generic e-guide. A user who expected immediate answers is likely to bounce. While AI likely wouldn’t spot the gap, a good strategist would catch the disconnect, adjust either the copy or the offer, and monitor results. ### Optimize Conversion Rate (CRO) AI can’t walk through your checkout process the way a human can. It won’t notice that your German-language page loads slowly on a certain publisher’s feed, or that a publisher’s page structure causes your tracking pixel to drop off. Businesses that regularly monitor their marketing efforts will likely identify those issues fairly quickly and repair them before they can become a major issue. Human teams can run multivariate tests, interpret anomalies like sudden drops in publisher performance, and foster iterative improvement. Nadim’s agency, Xevio, prioritizes testing. The Xevio team runs hundreds of landing page variants with large-scale data to refine quality, something a self-service AI approach struggles to replicate. ### Align With Policy Advertising on the open web, particularly via native networks, requires navigating a variety of issues, including: - Platform policies. - Publisher rules. - Regulatory complaints. - Brand safety concerns. Unfortunately, AI-generated copy may inadvertently violate policies — a video might include exaggerated claims, or a blog post could include banned terms. Those are items your human team members would have likely filtered out, considering both compliance and conversion optimization while crafting content. Fully relying on AI seems easy at first: You just need an image and a headline. As Nadim points out, though, self-service often fails because of compliance issues, whitelist/blacklist segmentation, and rapidly shifting platform trends. “Self-service has never worked for big advertisers, mainly because there are so many different pieces to a Realize campaign,” he says. “Without some sort of internal support, you're going to have a really hard time navigating policy issues, creating whitelists or blacklists for sites, and in general just understanding the trends of the platform, which is changing very quickly. So, my recommendation is, if you're serious about performance advertising, get an account manager.” AI-generated copy should be edited aggressively. It can be easy to focus on getting high click-through rates and conversions while editing, but with AI, it’s crucial to make sure every asset is compliant with regulations and publisher requirements. ## Key Takeaways In performance marketing, AI should be seen as an enhancement, not a replacement. It can streamline ideation, drafting, and testing, but the real competitive edge still lies in human expertise. As Nadim sees it, success comes from experience, data interpretation, and the ability to think holistically across the entire funnel, from click to conversion to retention. While AI can produce countless variations at lightning speed, it falls short when it comes to recognizing the messaging that resonates and why an audience converts. The marketers who succeed in this new AI-dominated environment will learn to pair the technology with human strategy while also continuously testing, refining, and aligning every asset to the larger journey. In the end, speed and efficiency mean nothing if they don’t bring results. --- ### How to Optimize Click-Through Rate (CTR) With Realize URL: https://www.taboola.com/marketing-hub/optimize-ctr-realize/ Last Modified: 2026-03-19 07:00:20 Click-through rate (CTR) is one of the most intensely measured metrics in performance marketing. For many advertisers, this data serves as the first indicator of whether a campaign is connecting with a target audience. Strong CTRs suggest that your advertising is engaging, your targeting is correct, and that your ad placements are positioned where users are most likely to take action. Optimizing for CTR goes beyond just tweaking a headline or testing a new visual, though: The process of building and optimizing a strong performance marketing campaign is much more nuanced and layered than you might expect. With the help of robust performance marketing platforms, advertisers can navigate this complex environment, taking into account publisher restrictions, compliance nuances, and the underlying relationship between CTR and return on investment (ROI). Understanding that CTR is part of a multi-dimensional ecosystem is crucial. A high CTR alone doesn’t guarantee conversions, but a consistently optimized CTR will improve algorithmic learning, increase your reach on publisher sites, and ultimately drive more traffic into your sales funnel. ## Three Challenges of CTR Optimization ### The Mismatch Between CTR and Conversions It’s tempting to celebrate a high CTR as the ultimate success metric, but clicks are only the beginning of the process. CTR is a top-of-funnel metric, meaning it measures initial user engagement on your ad, not a guaranteed final result. One of the biggest challenges with CTR, then, is viewing this metric within the big-picture context: A high CTR without subsequent conversions can actually be a signal of wasted spend, since this means you’re paying for traffic that’s not generating tangible business outcomes. This, in turn, highlights a bigger problem, in that performance is going to look different for every business goal. For lead generation, this could mean low-quality form submissions. For app advertisers, it could look like installs without long-term retention. For publishers, engagement may not translate into revenue. With Realize, the goal is to align click volume with business intent. CTR must always be considered alongside other metrics like conversion rate, number of conversions, cost-per-acquisition (CPA) and return-on-ad-spend (ROAS), rather than in isolation. Without this, you run the risk of optimizing for the wrong outcome that doesn’t align with your overall business goals. ### Content Tags Realize’s automated content tagging system is designed to maintain the integrity of the advertising network by ensuring that ads align with publisher standards. While this protects both users and publishers, it can also create roadblocks for advertisers. For example, businesses promoting dating apps may be tagged as having “mature themes,” even if the ad itself is compliant with Taboola policies. As the tagging system errs on the side of caution, it can sometimes mean that ads suitable for general audiences are prevented from running on premium publishers. This can be a significant challenge, as premium publishers typically deliver the highest CTRs and strongest engagement rates; ads flagged with these content tags are missing out on access to a portion of these networks’ highest-quality traffic. This directly impacts a campaign’s potential performance and ability to achieve a higher CTR. With proactive management, content tags can be worked around in order to enhance your CTR performance. Regularly reviewing your campaign dashboards for any creative flagged with tags should become a routine part of your workflow. Realize account managers see whether any creative tagged with this label is justified. If the creative is determined to be compliant with our core policies, they can help you submit a remediation request with their policy team to have the tag removed. ### Campaign Approval and Formatting Issues Small but significant details can make or break your performance marketing campaign. Something as simple as an incorrect capitalization, DKI keyword, or incorrectly cropped image file can cause an ad to be rejected. For instance, languages like German have capitalization rules where nouns are always capitalized. An ad that ignores this rule could be automatically rejected, even if everything else about the ad is correct. Or, consider a creative that includes punctuation at the end of a headline. Ultimately, what may seem like a stylistic choice could violate formatting standards that result in rejection, and what may seem like minor inaccuracy can have a disproportionate impact on your overall campaign performance. Rejected ads can also eat up valuable time for the advertiser: With a time-sensitive launch like seasonal sales, rejected ads mean that you might miss critical sales windows. This highlights the core challenge of optimizing creatives — that success often depends on operational precision as much as on creativity. ## Actionable Recommendations to Optimize CTR Using Realize ### Creative A/B Testing Creative tests are a foundational element of CTR optimization. Without it, advertisers run the risk of stagnation as audiences grow tired of seeing the same ads, otherwise known as ad fatigue. This can result in performance decline as conversion rate and CTR go down, even if all the targeting remains the same. With Realize, advertisers can continuously test headlines, images, and video thumbnails to find better variations. Running short-term tests, around 48-72 hours, can help you see if new creative outperforms previous ads in terms of both impressions and CTR. Applying frameworks like PANDA (Pre-test, Analyze, Narrow, Deploy, Assess) can also be beneficial, so you can strategically validate which creatives have the strongest CTR lift. The key to success with A/B testing is to test systematically, rather than sporadically. That means always having a consistent pipeline of creative assets to run, then making decisions based on the data from the results of these experiments. By testing in a continuous loop, you’re better able to optimize CTR over time. ### Strategic Targeting with Publisher Data One of the most underused tools in CTR optimization is publisher-level data. Many advertisers assume that they need to build rigid whitelists to secure top placements, but this isn’t always the case. With a strong CTR performance and sufficient budget, Realize’s algorithm naturally favors high-performing publishers. In addition, working directly with your account manager to get access to premium publishers can be a significant competitive advantage. The value of this approach is that it keeps your efforts data-driven, rather than assumption-driven. For example, if a campaign has a strong CTR but isn’t winning impressions on a premium publisher site, the issue could be budget constraint or a creative misalignment. However, if the campaign is already appearing on top-tier publisher sites, a whitelist might not be needed. By grounding your decisions in publisher data, you’re better able to refine your CTR optimization strategies without over-restricting your campaign scalability. ## What the Advertiser Can Expect ### Increased Impressions and Reach By resolving content tag and formatting issues, along with continually refreshing creative, you’ll see a significant boost in campaign reach. This doesn’t only mean an increase in overall impressions, but more impressions on high-quality publisher sites where CTR potential is the highest. This lift can be significant. Studies have found that ad placements in premium environments can deliver up to 36% higher engagement compared to non-premium placements. With Realize, unlocking this level of premium inventory can be a campaign-changing strategy. ### Improved Overall ROI While CTR is important, it’s not the ultimate goal — that would be better return on ad spend and increased ROI. Better CTR often leads to lower cost-per-click (CPC), which makes your spending more efficient while generating higher volumes of qualified traffic. Overall, you can expect to see higher conversion volume at the same spend level, lower customer acquisition costs, and higher ROAS as every dollar works harder throughout the sales funnel. Advertisers who choose to invest in creative testing and compliance management can see significant increases in ROI, and Realize can boost that further thanks to algorithmic reinforcement, making CTR optimization one of the most impactful avenues for profitability. ## Key Takeaways CTR optimization on Realize requires a focused strategy, incorporating creative A/B testing to fight ad fatigue, along with actively monitoring and remediating content tags, which can help you unlock premium inventory. With access and opportunities to leverage publisher performance data, you can make more targeted decisions without restricting the scale of your campaigns. Ready to turn your CTR into a true performance driver with more impressions and improved ROI? Start your journey with Realize today. ## Frequently Asked Questions (FAQs) ### What are some practical ways to maintain a consistent pipeline of fresh creative assets for ongoing testing? “The most practical way is by utilizing AI tools, which can really help to create a lot of assets and make them variable,” says Kamilla Tursunova, media account manager, growth, at Taboola. “We recommend using Realize Generative AI — ad creators know they need to produce fresh, high-quality content on a continuous basis to stay ahead of the competition and drive sustainable results.” ### If you have a high CTR but low conversion rate, what would be your first steps to diagnose the problem? The first step is to evaluate the post-click experience. Does the landing page match the content that the ad has promised? Check factors like page load speed, mobile usability, form length, and the clarity of calls-to-action (CTAs). With Realize, you can connect CTR data with conversion tracking to identify where in the funnel a breakdown may be occurring. If the ad attracts clicks but the landing page fails to convert, the issue is likely there, rather than creative-driven. ### What are specific, actionable tactics you would use to improve CTR for a search campaign? Improving CTR search campaigns requires both relevance and strong presentation. Align ad copy directly with user intent by matching headline phrasing to top-performing search queries. Use specific CTAs that promise clear value, such as “schedule a demo,” instead of a more generic “learn more.” You can also use ad extensions like siteclicks or callouts to provide more clickable entry points from your ad. When used with Realize’s creative testing framework, these tactics allow your search campaigns to continually evolve to capture user attention at scale. ### How can advertisers balance using publisher data for optimization without unintentionally limiting campaign reach or scalability? “According to our best practices, we recommend making all optimizations based on the data that you can find on your Realize dashboard,” says Tursunova. “First of all, don’t rush to pause sites: We encourage you to start optimizing only when the campaign's learning phase is over, which is usually two to three days after the campaign is launched. In addition to that, the minimum requirement is to have at least 100 clicks on each publisher and spend that equals 2-3x the expected CPA goal. This threshold provides enough data to assess performance accurately, while preventing unnecessary overspend.” ### How can you use data and analytics to inform your CTR strategy? Data is the foundation of an effective CTR optimization strategy. By reviewing and analyzing performance across creatives, audiences, devices, and publishers, you can discover which factors are consistently driving better performance. With Realize, you’ll gain access to granular reporting that provides publisher and ad level CTR performance data. By comparing campaign data against competitive benchmarks, you can identify gaps in your current strategy and invest more in high-performing creatives and publishers. --- ### 3 Affiliate Marketing Tips to Earn More Revenue URL: https://www.taboola.com/marketing-hub/scaling-affiliate-marketing-business/ Last Modified: 2025-10-26 16:26:42 When it comes to making money through affiliate marketing, plenty of attention and optimization advice is directed toward bloggers and influencers. However, they’re only half of the profit equation, and businesses promoting their products have a lot to gain as well. Here’s how it all works. ## 3 Tips for Affiliate Marketers to Make More Money “Affiliate marketing can be used by companies both to expand quickly and generate greater revenue,” says senior marketing manager Antje Eggersdorfer. “It just must be done the right way.” In fact, strong partnerships with affiliate marketing blogs, newsletters, and blogs can lead to a significant average return on ad spend (ROAS) of 12:1, according to a report by the Performance Marketing Association. The same report found that affiliate marketing investments yielded $71 billion in US e-commerce sales in 2021. But, eMarketer reports that up to 28% of marketing executives don't know the effect that affiliate marketing has on their revenue. Eggersdorfer has worked with businesses navigating their ways through market fluctuations and broad shifts in consumer behavior for 25 years. Throughout this, affiliate marketing has remained an effective and uncomplicated tool for not just navigating these ups and downs, but succeeding despite them. “It's not magic,” she says. “It's planning.” Below, Eggersdorfer and other experts share exactly how to plan your way to more customers and sales with the help of affiliate marketing. ### 1. Choose Affiliates Wisely While it may be tempting for companies to partner with many affiliates, Lucas Lee-Tyson, the chief executive officer at LTT Research, advises against casting a wide net. Instead, he recommends zeroing in on “whale affiliates,” i.e., websites, bloggers, and influencers that could drive more leads and sales. Rather than having a generic affiliate program that anyone can sign up for, and relationships that may draw zero revenue, businesses “would be far better off focusing on fewer affiliates with whom they have a closer, higher-level relationship and incentivizing them as strongly as possible,” he says. When searching for whales, it’s important to look at affiliate engagement metrics like click-through rate and conversion rates. Lee-Tyson recommends using tracking tools like Hyros and Triple Whale to help find the best revenue-driving affiliates for your brand. Other affiliate management platforms like ShareASale, CJ Affiliate, and Rakuten help companies find higher-performing affiliates to reach out to as well. ### 2. Nurture Affiliate Relationships Once you’ve identified the right affiliate partners to promote your products and services, businesses can strengthen these partnerships with a mutually beneficial revenue-sharing structure. On average, affiliates' commission rates range from 5% - 30% for physical products and 20% - 50% for digital products and subscription services. Always be sure to research your industry to ensure your results are equal to or better than the standard, says Stephen Montagne, founder of NetHustler. As much as commissions matter, so do the terms for how often affiliates get paid. “If you pay them two months after the sale, it might be harder to motivate them or sign up new affiliates,” he notes. In addition to a proper payment structure, Eggersdorfer and Montagne agree that it’s crucial to provide affiliate partners with the appropriate banner images, videos, promo codes, email swipes, and other product details and assets. “The easier a company makes it for the affiliate to promote them, the better,” Montagne says. ### 3. Campaign Management After forming quality affiliate partnerships and providing support to nurture these relationships, companies can optimize affiliate marketing channels. While affiliates will have their own resources to maximize sales, tools like Taboola Pixel can help companies obtain data far beyond how many clicks ads receive for their products. For instance, the Chrome extension will track when someone puts your product in their cart, but doesn’t complete the purchase, indicating a need to re-target ads to that potential customer. Other automated tools such as Smart Bid allow companies to maximize their campaigns by adjusting bids based on cost-per-click (CPC) data and the likelihood of converting these clicks into revenue. These resources not only allow companies to drive more sales, but also allocate their ad budgets for more profitable results. ## Key Takeaways Businesses will see the most return from developing a small number of high-quality relationships with affiliate partners that have an engaged audience representing their ideal customer. Once you form these partnerships, you can strengthen them through equitable revenue sharing and reliable support with images, videos, email swipes, and other promotional materials. Companies can utilize various data and tracking tools to optimize their ad spend and target consumers who are more likely to buy their products and services. ## Frequently Asked Questions (FAQs) ### What is the best strategy for affiliate marketing? Affiliate marketing doesn’t have a best or catch-all strategy, Montagne says. But, picking the right niche, and using data and common sense to gain an understanding of your prospective customer base and how your products and services can help them, are all essential for maximizing returns. “If you can do that, then you can succeed, whether it's with free or paid traffic,” he says. ### Can you make $100 a day with affiliate marketing? Experts agree that it’s entirely possible for companies to make $100 a day through affiliate marketing with the right partnerships, quality promotional materials, and comprehensive audience data. Within a few months, a reasonable goal should be to make twice that daily, “if you’re doing it well,” Eggersdorfer says. Lee-Tyson adds that after an initial setup and implementation period, “any marketing channel should be generating at least 10% of the business' total revenue in order for it to be worth it.” ### What is the 80/20 rule in affiliate marketing? Also referred to as Pareto's Principle, the 80/20 rule states that about 80% of consequences result from 20% of causes. With respect to affiliate marketing, the 80/20 rule can mean several things: 20% of your products and services drive 80% of your sales, or 80% of sales come from 20% of affiliate content. Ideally, the 80/20 means that 20% of your efforts will account for 80% of sales. That is why access to detailed data and analytics is essential for knowing which strategies to prioritize to provide the best return. --- ### Tracking Parameters: How to Use Them Effectively in Digital Marketing URL: https://www.taboola.com/marketing-hub/tracking-parameters/ Last Modified: 2026-03-09 08:13:04 In digital marketing, launching a campaign doesn’t mean much if you’re not measuring performance. Businesses spend thousands or millions of dollars on the components of marketing, including ads, content, and promotions, and they need to know what works and what doesn’t. Tracking parameters provide behind-the-scenes data that lets you see where your traffic is coming from, how users behave after clicking, and which campaigns drive conversions. Tracking parameters may seem like just small strings of text attached to the end of a URL, but they play an outsized role in attributing results and shaping future strategy. Without them, marketers would be guessing at performance rather than measuring it. ## Understanding Tracking Parameters ### What Is the Primary Purpose of Using Tracking Parameters in Digital Advertising? The main purpose of tracking parameters is attribution. They allow marketers to connect a click on a link to subsequent actions, such as browsing a website, signing up for a newsletter, or completing a purchase. This connection helps businesses measure the return on investment (ROI) of specific campaigns, platforms, and ad creatives. In essence, tracking parameters bridge the gap between an ad impression and a business outcome. They help answer the question: Which marketing efforts are driving results? ### How Do Tracking Parameters Help in Attributing Traffic and Conversions? When users click on a URL with tracking parameters, those details are passed on to analytics and advertising platforms. The parameters typically specify the source of the click (for example, Facebook or Google Ads), whether they’re from email or paid search, and the campaign name. This data is then stored in analytics tools such as Google Analytics. Tracking parameters are also sometimes called URL parameters or query parameters. They are bits of text added to the end of a web address that usually follow a question mark (?) in the URL and provide structured information to analytics systems. For example: https://example.com/landing-page?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale Everything after the question mark is the tracking parameter. You can customize the form of the tracking parameter after “utm_source” which stands for urchin tracking module. ## Common Types of Tracking Parameters ### What Are UTM Parameters and How Are They Used? UTM parameters are the most common type of tracking parameters, standardized by Google Analytics. They include fields like: - utm_source (where the traffic came from, e.g., Facebook). - utm_medium (the channel, e.g., email, cost per click (CPC), social). - utm_campaign (the campaign name, e.g., holiday_sale). - utm_term (keywords for paid search ads). - utm_content (to differentiate between ad creatives or links). Marketers use UTMs to track and compare performance across different platforms. ### What Are Some Other Common Tracking Parameters Used by Advertising Platforms? - gclid (Google Click Identifier): Used by Google Ads to connect ad clicks with performance data in Google Analytics. - fbclid (Facebook Click Identifier): Used by Facebook and Instagram to track ad clicks across their ecosystem. - msclkid (Microsoft Click ID): Used in Microsoft Ads (Bing). These identifiers are automatically appended by platforms and ensure accurate attribution even without manual tagging. ### How Do Custom Tracking Parameters Work? Custom parameters allow marketers to create their own tags that capture details beyond standard UTM fields. For example, a brand might use a parameter like utm_region=north_america or utm_influencer=johndoe to track performance by geography or partnership. Custom parameters provide flexibility and can deliver insights tailored to business needs. ## How Tracking Parameters Work ### How Do You Append Tracking Parameters to Your URLs? Marketers append parameters by adding a ? after the main URL, followed by key-value pairs separated by =. Multiple parameters are linked using &. For example: https://example.com/?utm_source=linkedin&utm_medium=social&utm_campaign=product_launch ### What Happens When a User Clicks on a URL Containing Tracking Parameters? When someone clicks the link, their browser sends the full URL, which includes the parameters, to the website server. The analytics platform reads these parameters and associates them with the user session. ### How Do Analytics and Advertising Platforms Read and Interpret These Parameters? Analytics tools (like Google Analytics, Adobe Analytics, or Mixpanel) detect the parameters and categorize traffic accordingly. Advertising platforms then use these signals to link ad impressions and clicks to conversions. ### How Is the Data From Tracking Parameters Used in Reporting? Data collected from tracking parameters is aggregated into reports that show metrics like sessions, bounce rates, conversions, and revenue that is broken down by campaign, channel, or creative. ## Benefits of Using Tracking Parameters ### How Are Tracking Parameters Essential for Understanding the Performance of Different Marketing Channels? Tracking parameters make it possible to evaluate how each channel contributes to traffic and conversions. Without them, all traffic from social media, search, or email might appear as “direct” or “unknown” in analytics reports. With parameters, marketers can isolate performance and optimize accordingly. ### How Can Custom Parameters Provide Even More Detailed Insights? Custom tags let marketers measure performance at a level of granularity they choose. For instance, with a custom parameter, you can track which influencer drove the most sales or which region responded best to a promotion. This level of detail supports smarter decision-making and more efficient ad spending. More broadly, tracking parameters allow: - Accurate campaign tracking: Ensuring that every click is tied to the right initiative. - Source/medium identification: Knowing exactly where traffic originates. - Granular analysis: Pinpointing which ads, creatives, or audiences are responsible for results. ## Best Practices for Using Tracking Parameters ### How Should You Consistently and Accurately Tag Your URLs? While developing your campaign, be sure to use clear naming conventions, as too many labels will lead to confusion when you sit down to analyze the data. Other best practices include always using lowercase letters, avoiding spaces (pros use underscores or hyphens to separate terms), and standardizing campaign names. ### How Can You Avoid Common Mistakes When Using Tracking Parameters? Some pitfalls include: - Using too many parameters, which can make URLs unreadable. - Forgetting to encode special characters (like spaces). - Not testing links before publishing, which can result in broken tracking. ### What Tools Can Help You Generate and Manage Tracking URLs? Free tools like Google’s Campaign URL Builder, or paid platforms like HubSpot and Bitly, can streamline the process of tracking URLs. Spreadsheets or dedicated tagging tools also help teams manage consistency across campaigns. ### How Do You Ensure that Tracking Parameters Don't Negatively Impact Your Website Functionality? If parameters ever interfere with page loading or user experience, try to simplify them, and avoid adding parameters that duplicate content unnecessarily. Slow page loading speeds and poor user experience can lead to pages dropping in search rankings. Be sure to implement canonical tags to indicate the preferred version of your pages to search engines. ### How Should You Document Your Tracking Parameter Strategy? To document your strategy, maintain a central document like a spreadsheet or internal wiki that records all campaign tags, naming conventions, and usage rules. This ensures team alignment and prevents mistakes across departments. ## Key Takeaways By appending structured information to URLs, marketers can accurately attribute traffic and conversions, evaluate performance by channel, and make data-driven decisions. Consistent tagging, careful management, and proper documentation are essential to avoid mistakes and ensure reliable reporting. ## Frequently Asked Questions (FAQs) ### What are UTM codes and how do they relate to tracking parameters? UTM codes are a standardized type of tracking parameter used primarily with Google Analytics. They are a subset of tracking parameters. ### How many tracking parameters should I use in a URL? Only use what’s necessary. Typically, three to five parameters (source, medium, campaign, term, content) are enough. ### Can tracking parameters affect my SEO? Tracking parameters can create duplicate content issues if search engines index multiple versions of the same page. Using canonical tags or excluding parameterized URLs from indexing prevents this. ### Are tracking parameters case-sensitive? Yes, most analytics platforms treat uppercase and lowercase values differently. “Email” and “email” would be recorded separately. Stick to lowercase for consistency. ### What are some common reporting dimensions based on tracking parameters? Typical dimensions include source, medium, campaign, ad content, and keyword. These dimensions enable marketers to break down performance and make comparisons across campaigns. --- ### Incrementality: How Do We Measure It? URL: https://www.taboola.com/marketing-hub/incrementality/ Last Modified: 2025-10-27 10:05:50 We’ve all heard of the so-called “butterfly effect,” a theoretical concept wherein a small change in the initial conditions of a complex system can lead to large, unpredictable differences in a later state. It posits that even a seemingly insignificant event, like a butterfly's wing flap, can trigger a chain reaction with huge, unforeseen consequences unfolding later. The butterfly effect is all about the unexpected and unforeseen, which are things marketers don’t waste much time on. That’s because skilled marketers know that with careful study of data and proper planning, advertising campaigns can largely be predictably effective and successful, and that they can be improved upon and optimized even once underway. Both new marketing campaigns, as well as changes made within an existent marketing campaign, can lead to great success, but unlike with the butterfly effect, these successes are anything but random or unexpected. Instead, they are planned for, tracked, and measured. ## What is Incrementality? Incrementality in marketing measures the additional lift a marketing activity provides, showing how much a specific action directly contributes to a desired outcome that wouldn't have happened otherwise — this can be more sales, more sign-ups, more clicks or likes, or other actions taken by targeted users. It can be used to study a campaign as a whole (as compared to sales that would or would not have occurred without the ads) or to changes within a given campaign. Unlike standard attribution, which assigns credit to touchpoints, incrementality uses test-and-control examination to determine the true, causal impact of marketing efforts, helping advertisers eliminate waste, find growth opportunities, and optimize return on ad spend (ROAS). What incrementality is decidedly not is simply spending more money or running the same advertising another time; it refers to conscious, specific changes that can be measured and learned from. ## Why Do Advertisers Need Incrementality? Advertisers need to consider incrementality to understand a campaign's true, additional impact by differentiating actual sales driven by the ad, from those that would have occurred anyway. This allows them to optimize budget allocation, eliminate wasted spend, identify truly effective channels, and improve overall return on investment (ROI) by making data-driven decisions rather than relying on potentially inflated attribution metrics. ### Helps Prove The Value of Marketing At the most basic level, paying attention to incrementality helps prove that marketing and advertising are worth it. Tracking the lift in sales (or other desired actions by users) after a marketing campaign kicks off can help show its value, and can be compared to previous or concurrent efforts, as well. ### Maximizes Return on Ad Spend By seeing what creative is demonstrably effective when you launch or tweak an ad campaign, you can see exactly how well your ad dollars are — or aren’t — being spent. You can use this information to make sure you’re getting the best possible ROAS and are making changes as needed. ### Eliminates Bias and Guesswork Traditional attribution models can't account for conversions that would have happened organically. Incrementality corrects for this bias by effectively comparing a test group, namely people exposed to ads, with a control group of those who were not exposed to them, such as would-be consumers prior to the launch of a campaign. ## Key Incrementality Terms Explained ### Incrementality The term refers to the impact of a marketing activity on a specific advertising goal, such as an app install or a sale, beyond what would have occurred naturally. It answers the question: "What happened because we did this?" ### Attribution In marketing, attribution is the practice of matching marketing “touches” (clicks or views, for example) to specific conversions like sign-ups or sales. Incrementality, meanwhile, focuses on the causal impact rather than just the association. ### Counterfactual Analysis This refers to the hypothetical scenario (or the actual outcome) that would have occurred if a specific marketing action had not been taken. ### Holdout Testing This is a form of A/B testing wherein a portion of a potential target audience is excluded from a campaign to serve as a control group. I’ll break this down below. ## How Can We Test Incrementality? ### Define the Goals Before you try to see how successful an ad campaign or a change to a campaign was, know what you’re hoping to accomplish. Identify the specific marketing element (channel, message, ad, and so on) and the key performance indicators (KPIs) you want to measure, such as sales or leads. ### Implement Ads or Changes to Marketing Materials In Measurable Ways You might release ads with geo-fenced parameters to select demographics, only at certain times, and so on; however you plan to run your advertising, know all the parameters that you’re putting in place so you can have a sense of where they appeared and who potentially saw them — and who almost surely did not. ### Collect and Analyze Data Once you’ve run new or updated ads for a predetermined amount of time, gather performance data for both the test and control groups of people not exposed to the ads. Compare the outcomes of the test and control groups by subtracting the conversion rate of the control group from the test group's conversion rate to find the incremental lift. ## Requirements to Measure a Campaign Incrementally ### Clearly Defined Goals and Metrics Before launching a campaign or an update to advertising materials, you must define the precise objective of your testing and note the key performance indicators you will track. ### Test and Control Groups These facets of the campaign are arguably the most critical requirement for determining true cause and effect of marketing. The test group is exposed to the marketing campaign, while the control group is not. The groups must be as identical as possible in size, demographics, and behavior, to avoid bias. ### Fixed Testing Duration You must run a marketing test long enough to collect sufficient data, but short enough to avoid outside influences like seasonality, holidays, market fluctuations, other promotions, or other factors. A typical test may run anywhere from two to six weeks, depending on your sales cycle and traffic volume. ## How Do We Measure Incrementally? Incrementality in marketing is usually measured using controlled experiments that compare a test group exposed to a given campaign with a control group that is not exposed to the materials. The difference in performance (incremental lift, e.g.) between the groups shows the actual contribution of the campaign to results like sales or conversions. ### Geo Holdout Testing In this common approach to measuring incrementality, advertisers divide the market into geographic regions and withhold the campaign from a specific region (the control) while running it in another (the test). The difference in revenue (or other KPIs) seen between these groups shows the incremental impact of the campaign in that area. ### Audience Split Testing Here, a randomly selected segment of the target audience is withheld from the campaign (the control group), while the rest are exposed (the test group). This is a direct way to see how many users convert only because of the marketing effort. ### User-Level Testing This granular approach involves withholding ads from users at the individual level. The difference in conversions between the exposed and unexposed users demonstrates the campaign's incremental contribution. ## How to Calculate the Campaign Uplift To calculate campaign uplift, you need to compare a test group exposed to a campaign with a control group that was not exposed, then calculate the difference in outcomes (like sales or conversions), and divide it by the control group's performance to find the percentage lift. ### Baseline Performance Establish baseline performance by the performance of the control group, which represents what would have happened without the campaign, to see how effective your efforts actually were. ### Incremental Lift Take note of the additional sales or conversions generated by the campaign, beyond what would have occurred naturally. This is incremental lift, and it’s your main goal in terms of data and marketing success. ## How to Relate Your Campaign Incrementality to Attribution Measurement Marketers can relate campaign incrementality to attribution by using them together. Attribution identifies which marketing touchpoints led to a conversion, while incrementality validates that those touchpoints genuinely drove new business rather than conversions that would have happened anyway. This pairing creates a feedback loop, allowing for more effective budget allocation, future media planning, and a truer understanding of the marketing effort’s impact. ### Attribution This shows the customer journey and credits specific channels, campaigns, or interactions for a conversion. ### Incrementality This measures the true, additional impact of a campaign by comparing conversion rates in a test group exposed to the campaign, versus a control group that wasn't. ## Key Takeaways In marketing, “incrementality” refers to the measurement of the true impact of a marketing activity — the additional value or conversions that can be attributed directly to a specific campaign, channel, or tactic, beyond what would have happened anyway, meaning organically or through other unrelated marketing efforts. Marketing campaigns can appear successful due to factors like seasonality, brand loyalty, or external influences; incrementality helps isolate what actually works, ensuring you spend money on what drives true value instead of mistaking mere correlation. For advertisers, attribution identifies which marketing touchpoints a customer interacts with before a conversion, while incrementality measures the true impact of those marketing efforts by determining if a customer would have converted anyway. Attribution uses data and correlations, such as clicks and impressions, to give credit to various channels, whereas incrementality uses controlled experiments with test and control groups to establish a causal link between a marketing campaign and a conversion. ## Frequently Asked Questions (FAQs) ### Is incrementality measurement difficult? Yes, often incrementality measurement in marketing is difficult. This is due to the complexity of isolating marketing effects from the overall customer journey; the need for specialized expertise in experimental design and data science; the technical challenges of setting up tests; the potential opportunity costs of excluding customers from tests; and the difficulty of measuring across increasingly complex, interconnected marketing channels. ### What questions can be answered with incrementality measurement? Incrementality measurement answers fundamental questions about true marketing effectiveness, such as: - What is the actual revenue or sales impact of our advertising campaigns? - Which media channels or tactics are truly driving new business? - How should I allocate my marketing budget to maximize growth? It helps determine if sales would have occurred without the marketing effort, allowing businesses to optimize spend, avoid cannibalizing existing sales, and prove the genuine value of marketing investments to stakeholders. ### What is campaign incrementality vs. revenue? Campaign incrementality measures the additional impact or uplift a campaign generates beyond what would have occurred naturally, whereas revenue is the total money earned from sales or services over a given period. (All incrementality can be counted as revenue, whereas not all revenue comes from incrementality.) Incrementality answers whether a campaign caused something new, while revenue simply states how much money was brought in. If, for example, a company has sold $1,000 worth of widgets every month for the past year without any new advertising, then it runs ads and sees monthly widget sales jump to $1,500, that $500 increase is the incrementality. That $1,500 is revenue, just like the $1,000 was before it, but $500 of that larger figure can be classified differently. --- ### Ad Fraud: How to Spot Suspicious Stats URL: https://www.taboola.com/marketing-hub/ad-fraud/ Last Modified: 2025-10-27 09:51:12 As a copywriter for over 20 years, I've seen a lot of things. Trends come and go, platforms rise and fall (still miss you, Friendster), and every few years, new tech promises to change everything. But, one unfortunate aspect has stayed constant: ad fraud. It's a shadowy corner of our industry that, for a long time, was treated as a necessary evil — though it doesn’t need to be anymore. Ad fraud affects your budget, your data, and is ultimately a threat to your entire campaign strategy. With some basic knowledge, though, you can navigate this murky space and start fighting back. Because if you’re not actively fighting ad fraud, your campaigns are paying for it. Literally. ## What Is Ad Fraud, and Why Should Performance Marketers Care? Simply put, ad fraud is any deceptive practice designed to generate false impressions, clicks, or conversions for a profit. It's not a new concept, but in the digital world, it’s a multi-billion dollar problem. You might not notice it at first, especially when your campaign metrics still look great, with high clicks, decent CTR, etc., but look closer and you’ll realize that none of those clicks are turning into actual customers. Your high click numbers are a lie, and your ad spend is disappearing into thin air. Ad fraud is, unfortunately, a lucrative business for the bad actors behind it. The perps are often organized criminal groups who operate bot farms (vast networks of computers infected with malware) or create fake websites designed to attract bots instead of real people. The scammers profit directly from the deception: They get paid by the ad networks and exchanges for the impressions and clicks they generate, even though no real person has seen the ads. This means that advertisers are essentially paying for nothing. The money that should have gone towards reaching potential customers instead goes directly into their pockets. For performance marketers, ad fraud is an existential threat. Our entire job revolves around measurable results — CPA, ROAS, conversions. When ad fraud infiltrates a campaign, it completely poisons our data. We’re left making decisions based on false information, which leads to poor optimization and wasted budget. It’s a vicious cycle that makes it impossible to achieve real growth. The first step of fighting it is knowing what to look out for. ## The Most Common Types of Ad Fraud Fraudsters and scammers are a creative bunch, with a whole toolkit of schemes to siphon off your budget. Here are a few of the most common ones I've run into, and you probably will too: ### Bot Traffic This is perhaps the biggest one. Bots are automated scripts that mimic human behavior. They are programmed to visit websites, click on ads, scroll around, and generally look like real users. The traffic looks good on paper, but it never converts because it's not real. ### Click Farms Think of these as a human version of bot traffic. They are groups of low-paid workers in a physical location who are paid to sit in front of screens and click on ads all day to generate impressions and clicks. ### Domain Spoofing This is a more sophisticated scam where fraudsters create a fake website that looks like a high-end, premium publisher (like a well-known news site). Your ads are served on their low-quality, fake site, but the ad tech platforms are fooled into thinking the ad ran on the real publisher's site, so you’re stuck paying premium prices for garbage traffic. ### Ad Stacking This one is just plain sneaky. Multiple ads are placed on top of each other in a single ad slot. Only the top ad is visible to the user, but an impression is counted for all of the ads, and the advertiser pays for each one. ### Pixel Stuffing Similar to ad stacking, this involves placing an ad in a 1x1 pixel on a web page, making it invisible to the human eye. The ad still registers an impression, costing the advertiser money without any chance of being seen. ## Ad Fraud Red Flags: How to Spot It in Your Campaigns Spotting ad fraud isn't always easy, but it leaves telltale evidence in your data. When you know the signs, it’s easier to find. It's all about looking for things that don't make sense, such as: ### Sky-High Click-Through Rates (CTR) This is the reddest of red flags. You see an impossibly high CTR, but your conversions and engagement metrics are flat. Bots and click farms can generate clicks at a rate no regular humans can match. ### Abnormal Traffic Spikes I’ve had this one happen more than once. Did your traffic suddenly spike at 3 AM from a random country you aren't targeting? That's most likely a sign of bot traffic. ### Unusual Geographic Locations or IP Addresses If you see a lot of clicks from a country or a specific IP address that isn't in your target region, dig deeper and see what’s going on. ### High Bounce Rates with High Clicks This is a clear indicator that something’s up. Users are clicking your ad, but then leaving the landing page instantly. That's not a user in a hurry — it's a bot with no interest in your content. ### Lack of Customer-Level Data When you can't get clear user-level data or see a high percentage of anonymized or suspicious user profiles, it's a major red flag, and hard to fight back if you can't see who's actually on your site. This is where having a tool that provides deep insights and granular control over your traffic sources is invaluable. ## How to Fight Back: Actionable Strategies to Prevent Ad Fraud This may all seem overwhelming. After all, how are you supposed to go up against massive foreign bot farms? But, ad fraud is a fight you can win — it just takes vigilance and the right tools. ### Vet Your Partners Only work with reputable ad networks and publishers. Look for transparency and a commitment to fighting fraud. ### Monitor Your Metrics Closely Don't just look at the high-level numbers — dive into your analytics and look for the red flags mentioned above. ### Implement a Blocklist Manually block IP addresses, domains, and suspicious traffic sources that show signs of fraud. ### Use Ad Fraud Detection Tools I can't stress this one enough. Manual checks alone can’t handle the amount of work needed to combat all these (and new/emerging) types of ad fraud. You need a dedicated solution that uses machine learning and AI to identify and block fraudulent activity in real-time. This is where an AI-driven performance ad platform can be a game-changer, since it wouldn’t just find the right audience, but ensure the traffic is real, protecting your ad spend from the get-go. ## Key Takeaways Ad fraud is a massive, costly problem that skews your data and wastes your budget. To spot it, look for common red flags like impossibly high CTRs, abnormal traffic spikes, and high bounce rates. Fighting back requires vigilance and, most importantly, the right tools. ## Frequently Asked Questions (FAQs) ### What is the biggest challenge in preventing ad fraud? The biggest challenge is that ad fraud is constantly evolving, and that’s not going to stop. As advertisers and platforms develop new detection methods, fraudsters develop new, more sophisticated ways to evade them. It’s an eternal online arms race where new threats can appear at any time, requiring constant vigilance and advanced tech to stay ahead. That’s why Realize’s AI is constantly learning and adapting. It doesn’t rely on a static list of known fraudulent IP addresses or domains, since that would be outdated fast: Instead, it analyzes user behavior, signals, and patterns in real-time to identify anomalies that indicate fraudulent activity, even from sources that have never been seen before. It’s this type of proactive approach that ensures your campaigns are protected against both the old and new forms of fraud, and since it’s all done through the platform, you don’t have to worry about manually updating your defenses. ### What are the telltale signs of bot traffic in Google Analytics? When you know what to look for, you can spot bot traffic by keeping an eye out for a few key red flags in your analytics data. These include traffic from suspicious or low-quality referral sources, unnaturally high traffic spikes that occur at unusual times (like the middle of the night), and high bounce rates alongside very low session durations and zero conversions. You might also see traffic from a single geographic location with no corresponding conversions. Realize has the power to address all of this. You should definitely still be vigilant in your analytics, but Realize’s built-in protection is designed to prevent bot traffic from reaching your site in the first place. The platform’s proprietary AI filters expose invalid traffic and suspicious activity before the impression is even served. This means that when you’re looking at your own analytics data, the traffic coming from your Taboola campaigns is already pre-vetted, so you can focus on optimizing for real, human engagement and not waste time trying to filter out the fakes. ### How can I use ad fraud detection tools to optimize my ad spend and increase my ROI? Ad fraud detection tools aren’t just for blocking bad traffic — they’re also powerful optimization resources. By accurately identifying and eliminating fraudulent clicks and impressions, these tools provide you with a clearer picture of your campaign’s true performance. Once you’ve got that, you can then use clean data to make better decisions about where to allocate your budget, which creative deliverables are truly resonating with real users, and which audiences are actually converting. This ensures that every dollar of your ad spend is working toward a positive ROI, not chasing false leads. Again, Realize is more than just a fraud detection tool — it’s a full-stack performance marketing platform. It uses its AI-driven fraud protection to ensure you’re only buying quality traffic. It then uses that same AI to identify and target high-intent audiences on the open web, including from a pool of over 600 million daily active users. By combining fraud prevention with intelligent audience targeting and optimization, Realize helps you not only save money by avoiding fraud, but also makes your ad spend more effective at every stage of the funnel. You get a real picture of performance and a clear path to scalable, profitable growth. --- ### Bid Optimization: Hitting the Sweet Spot In Online Advertising URL: https://www.taboola.com/marketing-hub/bid-optimization/ Last Modified: 2026-04-27 13:12:08 Hitting the sweet spot; being in the zone; being right on target — call it what you will, but when done correctly, proper bid optimization is the best way to ensure that your online ads get served the most number of times, to the right users, and at the best price. Here’s how it works. ## What Is Bidding Optimization? Bidding optimization in online advertising involves adjusting how much you bid for ad placements (and in turn pay for placements when your bid wins). This helps you get the best possible results, such as clicks, conversions, or impressions, all while staying within your predetermined budget. Once set up, most bid optimization happens automatically, without the need for constant human intervention on the part of the marketer. But, it only works effectively if a person or a team of people have carefully put it in place. ## Where Is It Used? ### Programmatic Advertising Programmatic advertising is the automated, real-time buying and selling of online ads. A demand-side platform (DSP) is the software platform advertisers use to manage these automated ad purchases. DSPs connect advertisers with available publisher ad inventory through real-time bidding (RTB) auctions, allowing them to target specific audiences, place ads across various channels, optimize campaigns in real-time, and manage their advertising spend more efficiently. The ads you see on a site you’re visiting that appeal directly to your interests are an example of programmatic advertising. ### Search Engine Marketing You’ve no doubt seen the ads served atop search engine results pages (SERPs). Bid optimization in search engine marketing (SEM) involves strategically adjusting bids for ad placements to maximize return on investment (ROI) and achieve specific marketing goals. Those goals may include generating conversions or increasing brand awareness by using data and algorithms to determine the most effective bid amounts for keywords or other ad targets, ensuring ads appear in prime positions without you overpaying for the placements. ### E-commerce Platforms Placing ads on platforms where people are already primed to spend money can be a great way to use your ad dollars in an impactful way. Bid optimization on e-commerce platforms like Amazon involves strategically adjusting your advertising bids — or letting them be adjusted automatically — to achieve specific goals. This process involves dynamically changing how much you’re willing to pay for clicks or ad placements based on data such as product performance, audience behavior, and real-time competition within ad auctions. ## Pros and Cons of Bidding Optimization As with all aspects of marketing, there are upsides and downsides to the process of trying to squeeze every last bit of value out of your online ad spend. Pros Cons Hands-off real-time optimization. It might take you a while to notice if your optimization tool is not performing as desired. Ideal return on ad spend and budget management. The learning period still costs time and money while you find that sweet spot. Detailed data collection. Harder to change course quickly. ## Advantages ### Hands-Off Real-Time Adjustments The single biggest benefit of automated bid optimization in advertising is arguably the fact that it frees advertisers up to focus on other work. When ads are being placed based on calculations run by machines, humans can be developing new ad campaigns, or they can work on myriad other aspects of their business. ### Ideal Return on Ad Spend When you know exactly what you’re going to spend on a given ad campaign, the element of surprise is removed and you can plan your budget and manage your expenses. If you’re happy with your ROAS (return on ad spend), you can let things ride; if not, you can make changes. ### Detailed Data Collection Savvy advertisers collect much more than just revenue off the ads they place — they also collect information. The more you know about how much ads are costing you, the population to whom they are being served, and what’s working well (or not so well), the better you can plan for future ad campaigns. ## Disadvantages ### Less Immediate Visibility The self-driving car or automated train is the pinnacle of safety and convenience — until there’s a glitch, followed by a crash. While issues in automated bid optimization may not be as dramatic as a multi-car pileup, it also means you may not notice at first that things have gone awry, leading to greater losses. ### Money and Effort Spent During Learning Period One of the most amazing things about our computing machines these days is their capacity to learn about and improve how they handle the tasks we give them. But, peak algorithmic performance doesn’t emerge right away, and as with human testing, there’s still a price to pay during that learning period. ### Difficulty in Changing Course If you detect issues with an automated bidding optimization process, you can, of course, get things back on track, but it may not be as fast and/or straightforward as when doing things manually. ## Bidding Optimization Best Practices ### Setting a Core Strategy Building a core bid optimization strategy involves aligning your bidding approach with specific marketing goals, using data to improve campaign performance, and maximizing ROI. To decide which bidding strategy you should use for a campaign, align your strategy with your primary campaign goal. You can select goals like targeting cost per action (CPA) or maximizing conversions. Deciding which bidding strategy to use for a campaign can seem overwhelming, but if you focus on target CPA, target ROAS, maximized conversions, or manual cost-per-click (CPC), you can get down to the granular work. To determine the right target CPA or target ROAS, first ensure you are working with accurate conversion tracking and data. For determining the best target CPA, set a target that aligns with your overall profit margin and business goals — Google Ads can provide a recommended starting point based on historical data. For target ROAS, which focuses on conversion value (revenue, e.g.), calculate your target by analyzing your historical conversion value and setting a target at (or below) that historical rate to ensure safe profitability. Start with a less aggressive target and gradually adjust based on performance data, especially if you’re starting off without much data. You can take a more aggressive approach later. As for choosing a bid strategy — whether for clicks, impressions, conversions, or something else — you need to think in both the short- and long-term: Will it be more valuable to spend money and effort on building brand awareness now, then creating conversion opportunities later, or do you need to start generating sales right away, even if the initial pool of potential customers will be smaller? Realize analyzes historical campaign data (impressions, clicks, conversions, cost per conversion, etc.) to identify which bidding strategies have performed best in similar contexts, and can help with these processes and decisions. ### Leveraging Data for Optimization Leveraging data is essential for optimizing ad bidding, moving your efforts beyond manual adjustments toward creating more precise, efficient, and profitable campaigns. This approach relies on collecting and analyzing vast amounts of data — both historical and real-time information — to better predict user behavior, refine audience targeting, and inform automated bidding algorithms. To determine the right target CPA or ideal ROAS to grow your revenues (once you have established things are working!) again analyze your historical campaign data to understand your average CPA or ROAS, then set the target slightly above the average, in order to maintain profitability and account for likely fluctuations, and increase cash flows. Choose a target ROAS for campaigns with varied conversion values, focusing on revenue generation. Realize uses both past campaign data and industry benchmarks to suggest realistic and competitive CPA or ROAS targets. To improve your bidding strategy by leveraging historical data, ensure accurate conversion tracking and assign differentiated conversion values to specific actions customers have taken — and can take again. Then, use this data to set bid strategy targets based on past performance, leveraging value-based strategies like target ROAS to guide your bidding and, ideally, to achieve your business goals. To use bid adjustments effectively, first you need to analyze performance data for each factor (device, location, time of day, audience, and more) and identify trends — and spot areas ripe for improvement. Then apply percentage-based bid increases or decreases to improve performance for high-converting segments and reduce investment in underperforming ones. Sometimes, you may need to do deep dives, even studying the performance of specific keywords, changing them slightly, and seeing if your ROI improves. You can analyze a search term report and identify new opportunities for bidding on new or altered keywords, or you can add negative keywords that you don’t want affecting performance. ### Automated Bidding At some point, you have to take your hand off the proverbial tiller and let the algorithms have a go at ad bidding optimization. This can be nerve-racking in the early phases of a campaign: For a new Google Ads campaign with little conversion data, for example, the best bidding strategy is to start with manual cost-per-click inputs to gather initial data and control costs, then transition to a smart bidding strategy only once you have enough conversions to train an algorithm. (Realize often recommends manual CPC for new campaigns until sufficient conversion data is collected.) While “smart” bidding can use even minimal available data, manual (AKA human) CPC provides the necessary control to establish baseline performance and an understanding of your audience before you allow the artificial intelligence (AI) to take over and optimize for conversions. To “feed” your smart bidding strategy with high-quality data, ensure accurate and robust conversion tracking, make sure you have sufficient conversion data and budget, and implement value-based bidding to achieve a complete picture of your business goals. Then, refine your audience targeting, use portfolio bid strategies to group campaigns, and consider adding ad extensions to increase interactions. Finally, allow sufficient time for the algorithms to learn, and always monitor performance and make adjustments as needed. If you did all that and you’re still having issues with automated bidding, that’s not unique to you! Common reasons for poor smart bidding performance include insufficient data or budget, excessive campaign changes during the machine learning phase, unrealistic targets (like a CPA or ROAS set too high for realistic expectations), and inaccurate targeting or settings. To fix these issues, allow sufficient time for the bidding algorithm to learn, provide a larger budget to gather more data or narrow your focus, avoid frequent adjustments to settings, set realistic performance goals, and try to verify that your audience targeting and language settings are authentic to your products, platform, or services. To balance “broad match keywords” (which allows for variations on wording and phrasing) with automated bidding, focus on negative keywords to maintain efficiency and accuracy and monitor search query reports to identify opportunities. Start new broad match campaigns with a smaller budget and leverage signals like audience lists and contextual information. Use automated bidding to optimize bids in real time, seeking out new, higher-performing search terms while you refine your negative keyword list to help ensure campaign relevance. If you’re interested in setting up an ad experiment for testing a new bidding strategy, navigate to the “Experiments” section in your Google Ads account, select “Custom experiment,” and choose your base campaign to create a duplicate. In the Experiment settings, modify the campaign to test your chosen bidding strategy, then schedule the experiment with a traffic split, define your success goals, and set the duration. After the experiment runs, review the results in Google Ads to decide whether to apply the new bidding strategy to a base ad campaign. ### Budget and Scalability Scaling your marketing budget without hurting your CPA or ROAS requires a gradual, data-driven approach. A sudden, large budget increase can force advertising algorithms to target less qualified audiences, which raises costs and diminishes returns. Don’t plan for major scaling until you have enough data to account for outliers. To balance your ad spend for consistent performance, determine your overall monthly budget. Then, calculate your ideal targeted daily spend by dividing the monthly total by the number of days in the month — or, the number of days on which your ads will run. Leverage platform features for overspending on days with higher traffic and monitor key performance metrics (KPIs) like clicks, conversions, and ROI in real time to make informed budget adjustments. Finally, use historical data (and take into consideration holidays and seasonality) to adjust budgets for periods of increased or decreased consumer activity, to ensure steady performance across the month. ## Key Takeaways Bidding optimization in online advertising is an ongoing process of adjusting how much you are willing to spend for ad placements to get the best possible results. Those results come while you stay within the budget you have determined, and largely without any hands-on effort once you dial the ads in via algorithm, thanks to machine learning. ## Frequently Asked Questions (FAQs) ### How do I leverage first-party data, like website visitors, email lists, and CRM data, to create targeted audience segments for real-time bidding? Advertisers best leverage first-party data for real-time bidding (RTB) by segmenting audiences based on behavior and demographics, thereby creating customized, personalized ad campaigns. Marketers use customer relationship management (CRM) data for targeting, website visitor data for remarketing and lookalike audiences, and email lists to build detailed audience profiles. Integrating this data into ad platforms allows for more precise targeting, optimizing bids, and improving overall campaign performance and ROI. Realize can help greatly here thanks to its Predictive Audience Targeting, which was built for performance predicated on behavior rather than just identity. ### What is the best strategy for A/B testing different bidding models and creative assets on a massive scale without compromising campaign performance? To perform larger, effective-scale A/B testing without compromising campaign performance, adopt a tiered experimentation framework that isolates variables, prioritizes incrementality testing, and leverages automation. This approach mitigates risks of inaccurate or inactionable data by testing significant changes on a smaller and then ever-increasing scale before broader implementation, ensuring that optimization is continuous and data-driven, and not a waste of time, effort, and money. Regular check-ins and strategic adjustments will allow you to maintain consistency throughout the month. Realize can detect when performance could be improved with a different bidding strategy and may recommend setting up a test campaign with a different bid type (e.g., manual CPC vs. target CPA) or a different budget or CPA target. ### Beyond standard post-click conversions, how can marketers best measure the incremental impact and true return on ad spend (ROAS) of open web campaigns? To measure the incremental impact and true ROAS of an open web campaign beyond those standard post-click conversions, marketers can use controlled experiments and advanced modeling techniques. These methods isolate the causal effect of advertising by comparing outcomes in exposed and unexposed groups, offering a more accurate view of true ad effectiveness. To scale your advertising budget without negatively impacting your CPA or ROAS, you must take a gradual, data-driven approach: Abruptly and aggressively increasing your spending can disrupt the ad platform's algorithm, forcing it to find lower-quality audiences and causing your CPA to rise and your ROAS to fall. Realize helps marketers use specific and even customized tools for analysis rather than relying on more “generalist” tools, thereby helping produce more granular information and driving better results. --- ### Investing in Ads on Walled Gardens vs. the Open Web: Insights From Xevio URL: https://www.taboola.com/marketing-hub/walled-gardens-vs-the-open-web/ Last Modified: 2025-10-28 16:30:42 Should you double down on Facebook and Google, or explore the open web? It’s the question almost every performance marketer has asked themself at some point. Walled gardens like Meta and Google have become familiar playgrounds for advertisers, thanks to their predictable, controlled, and often effective environments. But, beyond those walls lies the vast, seemingly chaotic, but opportunity-filled territory of the open web. For many marketers, that frontier can feel intimidating. Walled gardens promise convenience, while the open web offers possibility, but also complexity: How do you weigh them against each other? The truth is, though, that the open web isn’t the wild west we sometimes think it is — it’s a strategic landscape that, when understood, can deliver returns that walled gardens simply can’t match. To help make sense of this landscape, we turned to Nadim Kuttab, CEO and co-founder of Xevio, who uses the perfect analogy to describe the differences between these two worlds — one that transforms how advertisers can think about investment strategy. ## The Walled Gardens: A Predictable, Controlled Mall Nadim likens walled gardens like Meta and Google to a mall. Picture walking through a closed space with a limited set of stores — a couple coffee shops, a handful of clothing outlets, some restaurants. Everything is tidy, structured, and controlled to a select number of stores, or placements. The mall analogy works well to describe the environment of a walled garden. These platforms provide a finite amount of ad inventory across their properties. Targeting is straightforward, placement options are standardized, and the environment feels familiar. In turn, this offers important benefits to advertisers. Predictable targeting, for instance on Meta, allows advertisers to segment audiences into granular buckets by demographics, interests, and behavior. The controlled environment means that campaigns are run within an ecosystem where placements and outcomes are easier to model. The ease of optimization that comes with a walled garden is also a significant benefit, as algorithms provide quick feedback loops that make it easy to adjust bid strategies or creative. The “mall” does have drawbacks, though. Limited inventory means that advertisers only have a select number of “stores” to choose from. Once the audience is saturated, diminished returns are possible. There’s also a higher degree of competition when everyone else is also vying for the same limited number of placements, driving up costs. It’s important to remember, too, that these types of environments are controlled by their platforms, meaning there are fewer options for differentiating beyond standard ad formats. Despite their limitations, it’s easy to understand why walled gardens have become the default option for many advertisers. For those newer to performance marketing, this plug-and-play option means that campaigns can be launched quickly, with reliable measurement tools. These walled gardens are also deeply embedded in the customer journey. Google Search still plays a pivotal role in capturing high-intent queries, while Meta remains a cultural hub through Instagram and Facebook, places where users spend a large amount of time. For objectives like brand awareness, reach, or direct-response, walled gardens still provide unmatched efficiency. However, advertisers who over-rely on these environments can quickly hit a ceiling. As Nadim points out, true profitability is rarely uncovered when you’re competing in the same crowded place as everyone else. ## The Open Web: A Vast and Strategic “Bazaar” By contrast, Nadim describes the open web as a “bazaar,” with a neverending stretch of stalls filled with everything from large, mainstream publishers like Yahoo or CNN, to small niche blogs and news sites. Where the mall limits your placement options, the bazaar offers infinite opportunity. There’s scale in the abundance that a bazaar environment provides, with billions of possible impressions across millions of sites. Some stalls are large, polished, and bustling; others are small and with less traffic, but a loyal audience. The key difference here, though, is choice: In the bazaar, you don’t have to buy from every stall. You can be much more selective, curating your own placements that align with your audience and goals. For performance advertisers, the open web’s large reach means that you can reach hundreds of millions of unique users that walled gardens simply can’t cover. Ads can run alongside a wide range of content, from breaking news to lifestyle tips. These placement-level strategy opportunities are enticing to advertisers who can whitelist high-performing sites, blacklist underperforming ones, and optimize with granular data. Ads can often feel disruptive in walled gardens, but on the open web, they can be highly contextual and feel less out of place. A financial services ad running beside a personal finance article on a news site, e.g., is relevant in a way that doesn’t feel forced or unnatural. Studies suggest that ads placed in trusted environments often drive higher attention and brand recall than those in social feeds. Not only does this make the open web a good choice for performance campaigns, then, but also for brand-building efforts. ## ROI Optimization Strategy on the Open Web Choice is powerful, but it requires strategy. To maximize profitability on the open web, advertisers must go beyond audience targeting and focus on placement-specific performance. Nadim recommends several key tactics: ### Whitelisting and Blacklisting By analyzing campaign data, advertisers can identify which publishers, domains, or placements drive the highest ROAS. Building whitelists of these top performers means that more budget flows to quality traffic, while blacklists cut wasted spend on the least effective placements. This approach is particularly important when testing at scale: Without filters in place, budget may be passed toward low-quality sites that generate clicks, but not conversions. With careful placement management, advertisers can turn their cluttered bazaar into a curated marketplace with high-value stalls. ### First-Click vs. Last-Click Impact Realize’s data shows that first-click performance on the open web can generate three to four times more sales than last-click attribution alone. Without tracking first-click contributions, advertisers run the risk of underestimating ROI and undervaluing your campaigns. For instance, a user might discover a skincare brand via a Realize-powered content site, click through, then leave. A week later, they convert via a Google Search ad. If you only credit the last click, Google appears responsible, but the true catalyst was their first interaction. ### Lifetime ROAS (LTV-Based Optimization) Short term CPA targets are useful for daily adjustments, but long-term success heavily depends on lifetime value. Looking at 30-, 60-, 90-, or even 180-day profitability reveals the true impact of open web campaigns. Feeding this data back into Realize’s algorithm helps you scale with confidence. This is especially the case with verticals like subscription services, where profitability may not be apparent until month three or four. By only measuring ROAS, advertisers may undervalue important placements that deliver loyal, high-value customers. ### AI-Powered Optimization With platforms like Realize, AI-driven optimization accelerates performance, thanks to automatically adjusting bids, placement updates, and budget optimization based on granular signals. This leaves performance marketers free to focus on strategy, rather than manual campaign tweaks. AI is one of the best ways to accelerate creative testing, too, looking at the best performing headlines, images, and CTAs faster than manual experimentation. In a landscape as vast as the open web, this speed is critical for maintaining campaign efficiency. ### Intraday Scaling One unconventional tactic that Nadim highlights is intraday scaling. This is where budgets are aggressively increased during historically strong performance windows, such as weekends or paydays. Advertisers can multiply daily spend by 5-10x, unlocking profitable scale while maintaining overall campaign effectiveness. This is only possible on the open web, where the large quantity of inventory supports sudden bursts of spend, without oversaturing a limited audience. ## The Tradeoffs: Open Web vs. Walled Gardens Ultimately, the choice between investing in a walled garden or the open web isn’t binary, coming with tradeoffs that performance marketers must understand. While there’s control and predictability with walled gardens, they limit how and where ads appear. The open web offers greater flexibility and scale, but requires more active management. The walled garden can also feel easier, which is enticing for performance marketers stretched thin. Open web placements require more strategic thinking when it comes to placement analysis, LTV modeling, and creative iteration, but can pay off for those putting in that strategic work. For performance marketers, the most profitable approach is rarely all or nothing: Instead, it’s about diversifying strategy and your investment — use walled gardens for predictable scale, while leveraging the open web for strategic growth and long-term profitability. Diversification also provides a buffer in a world of increasing privacy regulations and algorithmic changes that can plague walled garden platforms. Over-reliance on a single platform can put your revenue at risk, but by spreading spend across both environments, advertisers can somewhat insulate themselves from sudden shifts, while still benefiting from platforms that offer more incremental growth. ## Key Takeaways The landscape of advertising is no longer confined to a handful of players, with the open web offering vast and diverse choice. True profitability requires looking beyond ROAS and measuring lifetime value, first-click impact, and the spillover effects of all types of performance campaigns. Tools like Realize make navigating the bazaar of the open web easier, automating optimizations while allowing advertisers to focus on strategy. With the advertising world at an inflection point, where open web is beginning to look more enticing due to the limits of walled gardens, it’s a strategic advantage if advertisers understand how to harness the power of both environments. As Nadim’s insights suggest, success lies in shifting perspective, treating the open web like a bazaar of opportunity rather than a chaotic risk. For advertisers willing to embrace this choice, measure impact holistically, and optimize campaigns strategically, the ROI potential is immense. ## Frequently Asked Questions (FAQs) ### What are some examples of open web platforms? Major publishers like CNN, Yahoo, MSN, and niche blogs or news outlets all fall under the umbrella of potential open web placements. ### How can I track ROI across so many different open web placements? Using attribution tools and Taboola’s analytics to measure first and last click impact, as well as lifetime ROAS, is one of the best ways to keep track of all the data accumulated by your campaigns. ### Is the inventory on the open web as high quality as walled gardens? Yes, premium publishers provide trusted environments, and with whitelisting/blacklisting, you can easily ensure that your campaigns focus on the highest quality placements. ### What’s the best way to start testing the open web? Begin small with a diversified set of placements, track performance closely, and then scale into the publishers that deliver the best long-term ROI. --- ### Beyond ROAS: The Case for Lifetime Value (LTV) by Xevio URL: https://www.taboola.com/marketing-hub/beyond-roas-ltv/ Last Modified: 2025-10-27 08:15:03 Numbers that tell a story have always been the focal point for performance marketers. Return on ad spend, or ROAS, has long been one of those top-tier metrics that signal your campaigns are working. Spend a dollar, make four — a clear formula for success. What looks good in the short term can hide the real truth about profitability, though. A campaign showing a strong ROAS today could flatline when you try to scale. Another might seem underwhelming at first, yet quietly drive customers who come back again and again. This is because ROAS tells you what happened after the first click, but not what happens after the customer relationship begins. To unlock true growth metrics, marketers must move beyond surface-level metrics and look at what each customer is worth over time: In other words, their lifetime value (LTV). Understanding and optimizing for LTV demonstrates the full financial impact of your campaigns, turning isolated wins into sustainable performance. ## The Short-Sightedness of ROAS: Why the Picture Is Incomplete ROAS is fast to calculate, easy to benchmark, and gives an immediate sense of effectiveness, but it primarily measures revenue from the first purchase, not the entire customer journey. When marketers rely solely on ROAS, they risk optimizing for the wrong outcomes. A campaign that delivers strong initial returns may not generate repeat business, while a campaign that looks unprofitable within the first week might actually attract loyal, high value customers who purchase multiple times in the coming months. This is particularly evident in e-commerce and lead generation campaigns, where conversions don’t always translate into immediate revenue. Some customers take weeks to complete a purchase, while others enter the funnel as leads, then convert months later. If marketers pause those campaigns, you risk cutting off your most valuable audience before results can even be gathered. For example, picture two e-commerce campaigns running side by side: Campaign A drives an average order value of $50 with a ROAS of 4:1 on the first purchase. Campaign B delivers a 2:1 ROAS on initial orders, but these customers have a 60% repurchase rate in the coming months, with many spending more as their brand trust builds. By the end of the first week, Campaign A appears to be the better investment, but at the three-month mark, Campaign B delivers nearly double the total revenue per customer and a stronger overall profit margin. The difference isn’t in creative or targeting, but time: Campaign B’s customers kept buying long after Campaign A’s churn post-purchase. This is where the short-sightedness of ROAS is apparent — it rewards immediacy, not long-term endurance. When you only measure performance in the first few days or week, you risk turning off campaigns that quietly build long-term customer relationships. On platforms like Realize, it’s possible to attribute data to first and last click attribution, taking into account advertising placements where a first click may be generated, but a sale doesn’t take place until later. Nadim Batista-Kuttab, CEO and co-founder of Xevio, notes that his company saw that for every last click sale generated by Realize, there were three to four first click sales that began from that same interaction. Without both first and last click, you miss out on the true impact of your campaigns. ## LTV as the “King of Metrics”: The Key to Sustainable Growth Calculating LTV doesn’t need to be complicated. Use this simple formula: LTV = (Average Purchase Value) x (Purchase Frequency) x (Customer Lifespan) For example, if your average customer spends $75 per order, makes three purchases a year, and stays active for two years, their LTV is $450. Different industries use variations of this framework: - E-commerce: Calculate the average revenue per customer over a six- to 12-month window, factoring in repeated purchases and upsells. - Lead generation: Track the average contract value or recurring revenue per converted lead. - Subscriptions: Use churn rate and average monthly spend to estimate total customer lifespan. The most important part to remember is the overall perspective. Even an approximate LTV benchmark can help you to understand true profitability far better than a single ROAS snapshot. ### Long-Term Growth ROAS and LTV don’t need to compete, and instead should both be used to review the agility of your campaign in the short term, and the long-term strategy moving forward. In the early stages of a campaign, optimizing for immediate metrics like CPA and ROAS helps you quickly identify what’s working. Later, you can go back and review which campaigns actually drove more customers. Measuring at 30, 60, 90, or even 180 days can help you see how each channel contributes to profitability. Campaigns that look excellent after one week could be poor long term, while others that are performing averagely could be the standout winners by two or three months. Integrating data is essential for getting this big picture view. Platforms can only optimize based on the numbers they receive: If you’re not feeding long-term profitability data, such as repeat business or lifetime revenue, into the algorithm, you will continue optimizing only for short-term efforts. When you share information back into a platform like Realize, the algorithm begins to understand what a high value customer looks like for you. It will then begin to prioritize placements, audiences, and creative to attract these types of buyers, rather than always going for the cheapest click. Over time, these shifts compound. Your cost per conversion may be slightly higher, but your total revenue per customer rises. ### Native Advertising and LTV One of the most powerful ways to harness LTV is through native advertising on the open web. This reaches customers when they’re in the right mindset for researching and learning, making it ideal for generating awareness and attracting high-intent customers early in the funnel. In contrast, walled gardens like Meta and Google mean that there’s limited inventory and highly competitive auctions, unlike the great “bazaar” of the open web. Marketers working with Taboola can choose exactly where and how to engage users, refining targets that gather the strongest performance data. This flexibility not only helps capture first-click traffic, but builds stronger and more lasting relationships with audiences across content that these users trust. The result is an ecosystem where LTV can flourish. When measured over time, those early engagements reveal their true worth. This means that in an open web environment, first click information is often just the beginning of a longer, more profitable relationship. ### Data and AI in the LTV Flywheel LTV-focused marketing efforts rely on endless amounts of data. The more you understand about your customers’ behavior, the more effectively you can optimize for acquisition and retention. Today, AI makes that process faster and smarter. Platforms like Realize use AI-driven modeling to identify signals that predict high-value customers, and help advertisers to automatically bid toward placements that are most likely to yield profitable, repeat customers. This is all possible through analyzing conversion quality and engagement patterns based on the updated information input into the platform. This in turn creates a feedback loop — campaigns generate conversion, conversion data is fed into Realize, the algorithm identifies high LTV patterns, campaigns are then reoptimized toward those audiences. Not only does this result in more conversions, but better quality ones, too. This means you can set higher cost per acquisition goals and scale campaigns more aggressively, because your spending is driving meaningful, lasting customer relationships over one-time transactions. For instance, Xevio clients now use intraday scaling, a strategy where budget is temporarily increased to account for best-performing days. Because campaigns are optimized toward long-term LTV, scaling harder without cannibalizing profit is now possible. ### How to Implement LTV-Focused Strategies To make LTV actionable, marketers can follow a simple roadmap: - Define your measurement window: Choose a timeframe that reflects your product’s natural purchase cycle, i.e., 30, 60, 90, or 180 days. - Unify your data sources: Blend information from Realize, Meta, Google, and your CRM or e-commerce system to create a single source of data. - Segment your cohorts: Identify which campaigns and creatives drive the highest value customers over time, not immediate buyers, and segment those out for potential further analysis. - Feed profitability signals back into Realize: Give the algorithm visibility into which customers deliver recurring value, so it can adjust targeting and bidding strategies accordingly. Each step of this process builds on the next, allowing you to refine your creative strategy and investment. Rising acquisition costs, fragmented attribution, and multi-device behavior have now made it very difficult to rely on single-metrics alone. Marketers who optimize for both short-term ROAS and long-term LTV have a much stronger understanding both of what converts and endures, with greater insight into the most loyal customers and which creatives or placements generate these, and how they compound over time. ## Key Takeaways ROAS will always be a useful tool, giving you the pulse of daily performance. But, if you think of LTV as the overall heartbeat, you get a much better read on long-term success. When marketers start thinking beyond immediate returns and focus on the full lifespan of a customer, they’re able to make better decisions, scale smarter, and build more resilient growth models. ## Frequently Asked Questions (FAQs) ### What is a “good” LTV? It depends on your industry and business model, but a good LTV to customer acquisition cost ratio is around 3:1 or higher. This means that every dollar you spent on gaining that customer generates $3 in lifetime revenue. ### How do I track LTV across platforms? Consolidate data from various platforms like Realize, Meta, Google, and your CRM into one dashboard. Attribution tools can help with long-term tracking back to original acquisition source. ### Does LTV matter for lead generation? Yes, for lead-gen marketers, lead value functions as your version of LTV. Track total contract value, renewals, or upsells from leads over time to understand their lifetime profitability. --- ### Server-to-Server (S2S) Tracking: The Future of Conversion Management URL: https://www.taboola.com/marketing-hub/s2s-tracking/ Last Modified: 2026-04-12 05:58:31 For years, marketers have relied on browser-based pixels to track conversions. Pixels are easy to set up, they’re widely supported, and are critical for measuring performance, but the world of digital advertising has changed significantly: We’re living in an age of tightened privacy regulations, ad blockers, and browsers with increased tracking-prevention features. That’s where server-to-server (S2S) tracking comes in. While not new technology, it offers a more accurate and privacy-friendly way to measure performance across channels and devices. Shifting measurement from the browser to the backend allows marketers to recapture lost conversions, improve attribution models, and implement measurement strategies that will outlast cookies. ## What is S2S Tracking? Why Is It Important to Marketers? Server-to-server tracking involves sending conversion data directly from your server to an ad platform’s server, completely bypassing the browser. Instead of relying on tracking pixels in a browser, your website backend sends conversion events through secure server calls, such as https://, often using a postback URL. S2S solves several problems in digital advertising. One of the biggest is data discrepancies between ad platforms and customer relationship management (CRM) systems. Browser-based pixels can fail for a variety of reasons, e.g., the page might not fully load, the user may leave too quickly, the network could become unstable, or the pixel might not fire correctly. These discrepancies make it difficult to trust your performance data and optimize campaigns. Another major challenge is the widespread use of ad blockers and privacy tools. A large number of people on the internet use tools that block tracking pixels, preventing advertisers from accessing conversion data. Because S2S tracking happens outside of browsers, it’s not affected by these blockers. Even the browsers themselves have moved to limit third-party cookies and tracking; Safari’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection are good examples. Again, S2S tracking avoids these browser limitations. ## How Does S2S Work? S2S tracking can sound complicated if you’re unfamiliar with the terminology, but it’s actually fairly straightforward. When a user clicks on an ad, the ad creates a unique click identifier and attaches it to the landing page’s URL. Google’s gclid or Facebook’s fbclid are examples of identifiers. When the user arrives on the website, the identifier is captured via a tag manager or script and stored as either a first-party cookie or server-side session. If the user converts, making a purchase or submitting a form, the event is captured in the backend of the website. Instead of firing a browser pixel, a “postback” is sent to the ad platform’s server. A postback is a message that’s sent from your server to the ad platform's server, and contains the key details required for attribution. Once the ad platform has the postback, it matches the click ID with the original ad click, and attributes the conversion to the correct ad campaign and ad. ## Types of S2S Tracking ### Postback URL Tracking Postback URL tracking is the simplest form of S2S tracking and is commonly used in affiliate marketing. With postback, your server sends a request to a postback URL provided by the ad platform or network. This passes along key data, such as the click ID, conversion value, and transaction details. Postback tracking is lightweight, reliable, and doesn’t require a browser. ### API-based Integrations With an API-based integration, your server communicates directly with an ad platform’s API, using structured data (such as JSON, a text-based format readable by humans) and authentication. This approach is more technical than postback, but it provides more flexibility and more in-depth data transfer. ## Pros and Cons of S2S Tracking Pros Cons More reliable data, as it doesn’t rely on browser pixels. Requires a more technical setup. Complies better with modern privacy standards. Costs more to implement. Gives advertisers more control and flexibility. Risk of data gaps if identifiers aren’t captured correctly. ## Benefits ### More Reliable Data One of the biggest advantages of S2S tracking is that it improves accuracy by capturing conversion events directly from your server. This reduces the chance of data loss that ad blockers or browser limitations can cause. ### Stronger Privacy Compliance S2S tracking allows you to control what data is collected and shared. This makes it easier for advertisers to align their activities with privacy regulations, like General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). ### Gives Advertisers More Control S2S tracking provides advertisers with richer data and more advanced analytics. This allows them to build a unified, cross-channel view of performance that you can’t get with pixel-based tracking. ## Considerations ### S2S Requires a More Technical Setup Whether you’re outsourcing or doing it yourself, S2S tracking requires some backend development skills to get it set up and running. This includes capturing identifiers, secure data storage, and triggering server-to-server events. The more ad platforms you’re working with, the more complex the integration will be. ### It’s More Expensive Having to build and maintain integrations, especially APIs, can be time-consuming and costly. In addition to the setup work and testing, you need to ensure you’re compliant with the ever-changing platform requirements. Browser-based tracking is more straightforward. ### Risk of Data Gaps For S2S tracking to be effective, it needs to accurately capture and store unique click IDs when users interact with ads. If these IDs aren’t properly collected on the landing page, accurately stored, or passed through the conversion funnel, the conversion can’t be matched back to the original ad click. Even the smallest errors can lead to attribution loss. ## Pixel-Based vs. S2S tracking: Key Differences ### Sending Data Pixel-based tracking relies on the browser to send data to the ad platform. S2S tracking doesn’t need access to a browser; it uses the backend server instead. This makes S2S tracking more reliable and private. ### Vulnerability to Ad Blockers Pixels are vulnerable to ad blockers — which many users employ — and browser restrictions. As such, marketers who use pixels have less control over data collection. By implementing on the server side, S2S trackers can determine precisely what data is shared. ## Implementation of S2S Tracking: How to Set Up Here is a high-level overview of the steps to set up S2S tracking: ### 1. Technical Setup You first need to decide whether to use your own server infrastructure, or pay for a managed service. For example, many advertisers choose platforms such as Google Tag Manager Server-Side or Taboola’s Realize because they take care of the hosting and maintenance. If you prefer having maximum control, you can build your own server endpoint. Either way, you’ll need one to receive data from your website and forward it to the ad platforms. ### 2. Passing Click IDs Once you’ve completed the server setup, you’ll need to decide how to capture and store unique click IDs. This usually requires reading the click ID from the URL when the user lands on the website, and then storing it in a first-party cookie or on your back-end server. ### 3. Handling Postbacks When a conversion happens, your server will send a postback to the ad platform’s server. This postback must include the click ID and any other required parameters. Each ad platform has its own specifications, so make sure you understand what needs to be included. ### 4. Debugging and Testing You must test your setup before going live. Make sure your click IDs are being captured correctly, and simulate conversions to test the postback process. This way, you can confirm that ad platforms are receiving and attributing data correctly. ## Measurement of S2S Tracking ### Log and Audit Server-Side Events Every S2S conversion is triggered from your server, allowing you to log each event for an accurate record. By reviewing these logs, you can confirm whether conversions were set up successfully, check for errors, and match events against platform reporting. ### Run Parallel Tracking During Implementation During the setup phase, many advertisers will run S2S and pixel tracking simultaneously to compare results. This can help you identify discrepancies, make sure events are firing correctly, and validate accuracy before completing the transition to S2S. ### Monitor Attribution Rules and Deduplication When running both pixel and server events, you want to understand how platforms handle attribution windows and deduplication rules. This is because a single user action could trigger two separate conversion events. Ad platforms use attribution windows and deduplication rules to determine how to handle these duplicates. ## Scalability and Long-term Strategy ### Future Capabilities A well-designed S2S setup doesn’t just fix current tracking issues — it also sets the stage for future capabilities. One advantage is the ability to integrate offline data. For example, you can match in-store purchases or call center conversions with online campaigns through the same server-side infrastructure, making for deeper offline-to-online attribution. ### Cost and Maintenance Always consider your costs and maintenance! This includes the initial setup costs, as well as ongoing server or managed service fees. That said, while S2S tracking is more expensive than pixel-based tracking, its superior optimization and value of recovered conversion data usually outweigh the additional costs. ### Website Performance S2S tracking can improve your website’s performance by reducing the number of client-side scripts and pixels on a page. The result is often faster load times and better Core Web Vitals, leading to a better user experience and boosting search engine optimization (SEO). ### Overall Data Strategy Perhaps most important is how S2S tracking fits into a long-term data strategy that relies less and less on third-party cookies. It supports first-party data initiatives and allows marketers to measure performance with maximum accuracy. It also shifts measurement from the browser to the server, providing more control over data. This will be critical, as privacy regulations and platform policies continue to evolve. ## Key Takeaways Server-to-server tracking represents a major shift in how marketers measure ad campaign performance, by shifting tracking from browsers to servers, giving advertisers more tracking accuracy, resilience, and control. This is critical in a world with increased privacy controls and less reliance on third-party cookies. Whether you implement S2S tracking on your own or through a managed service like Realize, now is the time to make the shift. ## Frequently Asked Questions (FAQs) ### How can we use S2S tracking to better understand the customer journey and inform our programmatic creative strategy? S2S tracking provides a more complete picture of user behavior across devices and channels, capturing conversions that pixel-based tracking might miss. This allows marketers to understand the whole customer journey better, refine their audience segments, and optimize their creative strategies. With Realize, for example, advertisers can integrate S2S data directly into Taboola’s platform, allowing for programmatic creative decisions that are based on accurate, cross-channel insights. ### How can we use S2S data to provide our affiliate partners with real-time conversion analytics? Because S2S tracking happens server-to-server, advertisers can send postbacks to multiple endpoints simultaneously. Realize also supports flexible postback configurations, allowing advertisers to share conversion data instantly with affiliates while maintaining full control over data governance. ### How can we use S2S to run more reliable A/B tests on our ad creative and landing pages, without the risk of client-side tracking issues? A/B testing relies on accurate conversion data. Pixel-based tracking can create noise through lost conversions, which makes testing unreliable. With S2S, conversion data is captured even when pixels are blocked or cookies are restricted. Realize centralizes this data, allowing advertisers to run tests with confidence and make creative decisions based on complete information. --- ### Single Touch Attribution: One Click to Rule Them All URL: https://www.taboola.com/marketing-hub/single-touch-attribution/ Last Modified: 2025-10-26 11:24:48 If you’ve ever asked the question, “Which campaign actually drove this conversion?” you’ve thought about the problem of attribution. Attribution models are frameworks for assigning credit to the marketing touchpoints that lead to a conversion, from the very first impression to the final click. Marketers generally start with simpler models and progress to more sophisticated ones as their data and budgets grow. For a fast primer on the major approaches and when to use them, see our broader guide to attribution models. ## What Is Single-Touch Attribution? Single-touch attribution is the practice of giving 100% of the conversion credit to one interaction on the buyer’s path. It’s simple by design and comes in two forms: first-touch and last-touch. In first-touch, the credit goes to the interaction that first brought the user into your orbit (say, a prospect’s initial click from a social ad). In last-touch, all value is assigned to the final measurable interaction before the conversion, for example, a click that comes from branded search or a direct visit to your website. ### How Does First-Touch Attribution Assign Credit for a Conversion? First-touch attribution assumes the most important metric is how a customer discovers your product, through the interaction that initiated the relationship. If someone sees your top-of-funnel ad and later converts after many steps, first-touch attributes the conversion to that initial ad. This model is popular for brand growth and upper-funnel analysis because it surfaces which channels and creatives are best at opening new customer journeys. ### How Does Last-touch Attribution Assign Credit for a Conversion? Last-touch attribution assumes the most important moment is when the customer commits to buy — the interaction that immediately preceded the conversion. If a customer clicks a retargeting ad and makes a purchase, last-touch assigns the sale to that ad, regardless of earlier influences. This model is common for performance reporting because it maps neatly to transactions and is widely supported in advertising and analytics platforms. ## Advantages of Single-Touch Attribution Single-touch is analytically useful for three practical reasons: clarity, speed, and compatibility. ### Why Is Single-Touch Attribution Considered Simple to Understand and Implement? Because these models only have two aspects, they’re simple to implement and track. Many ad tools and analytics platforms offer these models out of the box, so setting tracking up typically means configuring a setting rather than building a complex, multi-step model. Reporting is straightforward, comparisons are fast, and you can tie spending decisions to a small set of familiar metrics without much training. ### In What Limited Scenarios Might a Single-Touch Model Be Sufficient? Single-touch can be “good enough” when journeys are short, there aren’t many channels, and your sales objectives are focused. Here are a few examples: - Free trials where the last click to conversion reliably captures the decisive action. - A brand-awareness sprint where you only care which sources are best at first exposure. - Early-stage startups that are looking to validate channel fit with limited data volume. More broadly, single-touch can provide a clear, unambiguous view of either the beginning or the end of the journey. If you’re optimizing purely for net-new discovery, first-touch highlights the channels that most often start paths. If you’re optimizing for immediate conversions at the bottom of the funnel, last-touch shows which levers most often seal the deal. ## Disadvantages and Limitations of Single-Touch Attribution What you gain in simplicity, however, you lose in granularity. ### Can It Lead to Inaccurate Conclusions About the Effectiveness of Different Channels? Yes. Customer journeys are rarely one-and-done. E-commerce marketers report using roughly six touchpoints on average in their strategies, while in complex B2B motions, a single deal can involve hundreds of impressions and touches across months. In such environments, crediting only the first or the last step systematically overlooks everything in between, including content, community, PR, partner referrals, organic search assists, and retargeting. ### Why Might It Result in Misallocation of Marketing Budgets? Generally, single-touch attribution models bake assumptions into the outcomes. The first-touch model tends to over-reward awareness channels (social, PR, upper-funnel content) and under-reward closing channels (brand search, email, retargeting). Last-touch does the reverse, over-rewarding channels that show up late and under-rewarding the ones that created demand in the first place. If you scale budgets from these distorted readings, you can starve mid-funnel programs that move people forward. You may also inadvertently chase short-term wins at the expense of long-term growth. ## Comparing First-Touch and Last-Touch Attribution ### What Are the Key Differences Between First-Touch and Last-Touch Attribution? First-touch answers, “What sparked the customer journey?” Last-touch answers, “What closed the deal?” The first emphasizes demand creation, and the second emphasizes demand capture. First-touch is directional for brand growth, whereas last-touch is operational for performance reporting. ### When Might You Focus on the First Touchpoint? You want to focus on the first touchpoint when launching a new brand, feature, or market and you need to see which awareness channels actually pull net-new audiences into your funnel. It’s also useful when you’re evaluating top-of-funnel creative and messaging to learn what most often starts qualified journeys, for example, which ad or post tends to drive that crucial first click to a free trial. ### When Might You Focus on the Last Touchpoint? You’re more likely to use the last touchpoint when you’re optimizing conversion paths and closure tactics, such as checkout flows, cart-abandon retargeting, or branded search bidding. It’s equally relevant when managing channel partners whose commercial arrangements hinge on the final referral or click. ### What Are the Inherent Biases in Each of These Models? First-touch systematically favors channels that appear early (and may give too much credit to novelty or reach). Last-touch systematically favors channels that appear late (and may give too much credit to brand familiarity that earlier touches created). Neither is “wrong,” they’re just two simplified ways of looking at how a customer converts. ## Alternatives to Single-Touch Attribution ### What Are Some Common Multi-Touch Attribution Models? - Linear: Distributes equal credit to every recorded touchpoint. Simple, egalitarian, and useful for collaboration incentives across teams. - Time-decay: Assigns more credit to interactions closer in time to conversion, reflecting recency effects without ignoring early influences. - Position-based (U-shaped, bathtub): Heavily weights the first and last interactions while distributing the rest across the middle. Good for sales motions where both discovery and closure matter. - W-shaped and custom rules: Adds major weight to a third milestone like lead creation or opportunity creation in B2B. ### How Do These Models Attempt to Provide a More Holistic View of the Customer Journey? Multi-touch models spread credit for the customer journey across multiple assists, rather than awarding it all to a single click, making it easier to see where supporting interventions made the sale. That helps you protect mid-funnel programs, justify content investments, and understand how channels work together. ### When Is It Generally Recommended to Move Beyond Single-Touch Attribution? Consider moving from single-touch to multi-touch models when: - Sales cycles exceed a few days and involve repeated nurture. - You’re running integrated campaigns across three or more channels. - Budget decisions keep swinging wildly when you switch between first- and last-touch reports. - Stakeholders need to understand influence, not just origination or closure. ### How Can Data-Driven Attribution Offer a More Sophisticated Approach? Data-driven attribution (DDA) uses statistical methods and machine learning to estimate how each touchpoint changes the probability of conversion, distributing credit accordingly. Many analytics stacks now support such models: for example, modern analytics and ad platforms provide DDA or privacy-preserving last-touch models as defaults or options. DDA requires more data and care to interpret, but it better reflects reality in multi-channel journeys and aligns teams around incremental impact rather than raw clicks. ## Key Takeaways Single-touch attribution assigns all credit to one interaction — either the first or the last — and is popular because it’s quick to implement and easy to explain. You can use first-touch when you’re measuring discovery and early-journey effectiveness, and last-touch when you’re optimizing close-rate and immediate conversion tactics. Be aware that first-touch over-credits awareness, and last-touch over-credits closers: Both can misallocate spend if taken as full truth. ## Frequently Asked Questions (FAQs) ### Is single-touch attribution still commonly used? Yes. Despite its limits, single-touch attribution persists because it’s available in nearly every tool, aligns with straightforward reporting needs, and works passably for short journeys. It also maps neatly to platform constraints where last-touch is the primary supported model. ### How can I easily implement single-touch attribution in my analytics platform? In most cases, you can select first-click/first-touch or last-click/last-touch in your analytics or ad platforms’ attribution settings and then use the model comparison views to see how results change. If your stack offers a default data-driven model, you can still switch specific reports to last-click when you need a simple, conservative read on closing channels. ### What are some signs that I should switch to a multi-touch attribution model? Red flags include whiplash between first- and last-touch reports, growing investment in mid-funnel content without clear credit, longer sales cycles with many nurturing steps, and channel teams arguing over ownership of results. If you rely on more than a couple of channels and routinely see multiple assists before a conversion, multi-touch (or data-driven) will likely improve planning and budgeting. --- ### Contextual Targeting: Effective Marketing in a Cookieless World URL: https://www.taboola.com/marketing-hub/contextual-targeting/ Last Modified: 2026-03-08 09:15:04 In recent years, internet privacy laws have made it harder for marketers to harvest user data from websites, which previously allowed them to place relevant ad campaigns based on user demographics. Contextual targeting seeks to overcome this limit by placing ads based on the context of the web page, rather than user data. ## What Is Contextual Targeting? Contextual targeting is the first step in a form of programmatic advertising that places ads on platforms within an appropriate, relevant environment. Contextual advertising refers to the ad content being placed, while contextual targeting refers to the choice of platform or publisher where the ad runs. Contextual targeting can be used in native advertising, display ads, on search engine results pages, in-app advertising, and more, for a true omnichannel approach. Contextual targeting allows brands to place relevant ads on websites and in other places without having specific user demographic data. Instead, ads are placed based on the surrounding context, established by keywords, meta-data, and other indications of the topic. ## How Does Contextual Targeting Work? Contextual targeting relies on the context — that is, the surrounding content — of a web page or other platform to place ads similar to the content. One study found that 69% of consumers are more likely to look at an ad that’s relevant to the content they’re currently viewing, while 44% have tried a new brand after seeing an ad alongside content they were viewing or reading. As an example, if you’re reading an article about camping because you’re planning a trip, you’re more likely to respond to an ad for sleeping bags or a new tent. That’s contextual targeting at its best. Sophisticated algorithms (powered by AI, in some cases) identify the correct context for ad placement without relying on any user data. Contextual targeting doesn’t know, or care, who you are, where you live, or how much money you make; it also doesn’t care what sites you’ve visited previously. You’re here now, and you’re reading about camping. Since you’re reading about it, contextual targeting will assume you’re interested in camping and, as a result, may want to buy camping gear. This can significantly shorten the sales funnel, especially in a world that’s moving rapidly toward one-click or no-click search. ## What Are the Benefits of Contextual Targeting? Contextual targeting has many benefits, especially in an increasingly cookieless internet, where tracking behavior becomes harder without violating user privacy rights. ### Reaches User in the Right Mindset and Ready to Buy Performance marketing, although it’s focused on the decision-stage of the sales funnel, has potential to reach users at every stage of the sales funnel and shorten the cycle from recognition and research to buying. When people are consuming content on a specific topic, perhaps researching their options, they are already approaching “buy mode.” Contextual targeting, then, reaches people when they are most receptive. ### Precision Targeting Trying to reach a niche or even a micro-niche market? There’s content out there on virtually any topic. Contextual targeting helps you find that content and place relevant ads at the right moment. ### Cost-Effective Because you can reach your audience when they’re ready to buy, contextual targeting shortens the sales cycle and improves ROI. ### Easily Scalable With real-time performance data, certain contextual advertising platforms make it easy and affordable to scale. ### Maintains User Privacy Unlike behavioral targeting, which tracks users’ actions across the open web, apps, and other platforms to serve up relevant ads, contextual targeting focuses on the content, not the user. This eliminates the need for cookies or other data collection methods. ## What Are the Limitations of Contextual Targeting? ### Harder to Optimize Contextual targeting relies on one factor alone to target users: the content they are consuming. This makes it harder to optimize, for instance, based on demographics like audience income, geography, or past shopping behavior. All targeting is based on keywords, meta data, and website topics. ### Harder to Measure Performance Based on Audience With a lack of user data, it’s harder to measure why a campaign is successful or who it’s converting. Advertisers only know their ad resonated with a specific reader, but they lack additional data. By combining contextual data with user demographic and user behavior data, though, you can create even more targeted, effective campaigns. ### No Retargeting Because contextual targeting doesn’t “follow” users, advertisers miss the opportunity to share similar content across platforms and build affinity through familiarity. ## What Are the Different Types of Contextual Targeting? To determine proper ad placement, contextual advertising platforms must evaluate the content. There are three primary ways to do so. ### Keyword Gauging topics through keywords is, perhaps, the most straightforward way to identify the right content for contextual ads. It can lead to an accurate match — for instance, an ad for a Nissan Rogue might appear near an article reviewing the best compact SUVs of the year. That said, relying on keywords alone can also cause mistakes if keywords have two meanings, are unclear, or you’re trying to reach a more nuanced market. For instance, B2B advertisers might find themselves reaching consumers searching for similar keywords. Additionally, if a website in the advertising network isn’t using keywords properly or effectively, it could result in less accurate targeting. ### Category For broader reach, advertisers might choose content based on broad categories or topics. For instance, an e-commerce company that sells luggage could place ads on a Prime Day suitcase round-up if they used a keyword-based strategy, but they could reach a larger audience by targeting broad-based articles about travel or planning a trip. ### Semantic Finally, sophisticated advertising platforms use AI-powered analytics to pinpoint ad placements based on multiple factors: keywords, context, topics, and even user sentiment and intent. This is important, since research shows that people are 20% more engaged when viewing content on platforms they view positively, and also spend 15% more time looking at ads on those platforms. By using software that gauges user intent and sentiment while consuming content, advertisers can place ads where they will have the most impact. ## How to Implement Contextual Targeting in Advertising Platforms When you’re ready to get started, the process for implementing contextual targeting varies depending on the platform. In all cases, you want strong creative, and you want to make sure you’re targeting the right audience. ### Google Ads In your Google Ads account, under Content, click Campaigns. Then, select “content” from the dropdown menu. Google uses keywords and topics to choose display ad placements. You can also choose specific websites that allow display ads. ### DV360 DV360, or Google Display & Video 360, is a robust programmatic advertising platform owned by Google. By its nature, it’s more complicated to use than Google Ads, but it allows marketers to manage campaigns across channels, aligning media, data, and creative. To get started, you’ll want to create an insertion order that includes your budget and pacing. Choose whether you want display or video advertising. Then, the key part comes in: Select your targeted keywords, choose a category, and then choose any specific websites, apps, or channels. You can also exclude negative keywords. Finally, DV360 will show your potential reach, and you can adjust your settings to broaden or narrow the reach. You can optimize as you go by monitoring performance and adjusting keywords or categories. ### Meta While Meta advertising does not offer contextual targeting, you can replicate the results by choosing interests, behaviors, and page categories you want. Meta uses a combination of interests, demographics, and behaviors, but it won’t be as exact as pinpointing contextual targeting through a DSP with contextual capabilities. ### TikTok Advertisers can use the TikTok Pulse Suite to place ads next to related user generated content, or next to premium content from top brands like Disney, NBC Sports, or top digital publications like BuzzFeed. Ads can be placed surrounding tentpole events, like the Super Bowl, or adjacent to evergreen content. TikTok offers ad placements to fit different budgets, depending on the Pulse product you choose. ### Realize Realize places your ads on top-performing websites so that your reach expands far beyond the walled gardens of search and social. Realize uses first-party data and AI trained on 17+ years of proprietary data to deliver ads to consumers who are in the consideration and action stages of the sales funnel, for faster conversions. To get started, create an account and you’re on your way. The Campaign Performance Simulator can help you gauge the success of your ads before you spend a dollar, allowing you to estimate potential conversions based on your CPA (cost per action/acquisition) and budget. ## Is Contextual Targeting Privacy-Friendly? Unlike advertising strategies that require collecting user data to create lookalike audiences or using cookies to track past consumer behavior, contextual targeting preserves user privacy. It doesn’t require cookies or any user data: Contextual targeting cares about what the prospects are watching or viewing, not who they are. So, if you’re reading a top 10 list of camping gear, they don’t care if you’re a 25-year-old man or 65-year-old woman. Your actions, not your demographics, indicate your intent and your interest. ## Contextual Advertising Campaign Strategies Marketers can choose their contextual advertising campaigns based on keywords, categories, or semantically (i.e., analyzing the web page as a whole, going beyond keywords to look at user intent, the credibility of the website, and a host of other factors). Let’s consider the pros and cons of each. ### Keyword Strategy Highly effective, but limited, using a keyword strategy for contextual advertising relies on thinking in the same language as your ideal customers. Keywords can open your campaign up to misunderstandings, though: For example, if your ideal reader is searching for the best types of apples vs. Apple technology, they might stumble upon your ad for an iPhone case when they’re looking for the best orchard to go apple picking. That’s an obvious, and broad example, but subtle nuances can make a difference when you’re trying to find your ideal customer via keyword matching. ### Categories Placing ads based on categories, such as “smartphone technology,” may help you find those iPhone users that need a new case. But, you might also find people looking for a new phone or for ways to use their smartphone. ### Semantics Determining ad placements through semantics overcomes the challenges of categorical or keyword campaigns by using AI to determine context based not just on keywords and categories, but user intent, images, and even the reputation of a website overall, and the page’s author. ### Contextual Advertising Strategy Success Tips To create a successful strategy: -  Use a mix of tactics to determine your target audience. -  Clearly define your campaign objectives. - Develop eye-catching, informative creative. - Test your ads and placements. - Track your results. - Refine your campaign. ## Contextual Advertising Performance and Measurements Understanding your goals for a campaign helps you track and refine your creative and your targeting for greater success. Some possible goals for middle- and bottom-of-the-funnel (BOFU) campaigns include: - Signing up for a newsletter. - Providing their email for a content asset (lead generation). - Making a purchase. - Downloading an app. A metric for these would be “cost per action” or “CPA.” ### Understanding and Tracking Key Performance Indicators (KPIs) Metrics can help show the success of a campaign. If your goal is new customer acquisition, e.g., your KPI might be measured as cost per acquisition (CPA). You can also track Return on Ad Spend (ROAS), which indicates how much money you make on each ad you place. It’s calculated as ad spend for that campaign divided by total sales from that campaign. ## Contextual Advertising Optimization Optimizing your contextual advertising campaigns involves tracking results and seeking ways to improve your KPIs. ### A/B Testing A/B testing, where you run multiple campaigns and change one facet of each one to optimize performance, is one of the most common ways to optimize your contextual campaign. You can adjust a variety of factors in your contextual targeting: - Campaign dates and times: If you’re planning a campaign around a specific date, you can use historical data to determine how soon to start pushing out related creative. But, you’ll also want to experiment with specific days of the week and times of the day. - Ad creative: Test multiple versions of your creative, switching up headlines, tags, colors, images, and more. - Channels: Think beyond search and social when you’re testing various channels for your campaign. ### Doubling Down on What Works Once you’ve drilled down to the most successful combination of creative, timing, and placement, increase your ad spend until you’ve exhausted the market and started to see diminishing returns. ## Contextual Targeting vs. Behavioral Targeting Behavioral targeting focuses on what your audience has done in the past to predict future behavior. It often relies on cookies and as such can create privacy concerns. It may also not be reliable, as it may reach consumers after they’ve made their buying decision, e.g., if a user has previously visited several car dealership websites and clicked on ads for new cars in recent weeks, behavioral targeting would continue to show those ads, even after the customer has purchased a car. In contrast to that, with contextual targeting, it’s highly likely a consumer who has already purchased a car would no longer be reading or viewing content on the best cars; they wouldn’t see an ad placed near a list of the top 10 SUVs. Your creative would reach consumers who are still in the consideration phase and potentially ready to buy. ## Contextual Targeting vs. Audience Targeting Audience targeting, often called “lookalike” targeting or predictive targeting, seeks out people similar to your existing customers. This tactic can take advantage of first-party data, such as information from your CRM, to create campaigns without using third-party cookies. It relies on the assumption that your audience demographic has similar traits and interests: Data like age, occupation, income, and geography may be useful in finding your ideal audience. Audience targeting may also pull from data like how a user navigated your website, topics they are currently reading, or keywords they have searched. This can be a solid tactic to expand your reach, especially if your predictive data is accurate and reliable. ## How Does AI and Machine Learning Enhance Contextual Targeting? Artificial intelligence, large language models, and machine learning contribute to more accurate contextual targeting. Rather than looking at keywords alone, Performance AI can analyze user intent, semantic themes, photos, and more. This allows for more meaningful matches, even without cookies. Machine learning also allows you to drill down to more specific market segments in real time, enabling you to scale your campaigns faster and reduce your overall ad spend. ## Key Takeaways Contextual targeting can match your ads to relevant content based on keywords, categories, or semantic context. Using semantic targeting coupled with AI and machine learning can deliver better results in less time, since this method analyzes every aspect of the media to determine the topic down to a granular level, as well as user intent. Contextual targeting also helps maintain user privacy, and addresses the challenges of audience targeting as websites move away from using cookies that track user behavior. ## Frequently Asked Questions (FAQs) ### Does contextual targeting still work in a cookieless world? Contextual targeting is uniquely suited for a cookieless world, since it does not rely on user behavior to match ads with users. ### What is semantic contextual targeting? Semantic contextual targeting evaluates content based not just on keywords or category, but user intent, images, videos, and the overall meaning of a web page, to place relevant ads. ### What are contextual keywords? Contextual keywords help digital advertising platforms implement the proper placement for ads, by determining the goal of a web page based on words used in the content. ### How does contextual targeting work for video advertising? Marketers can use contextual targeting in video advertising by placing ads in content related to their topic. For instance, if someone is watching a video review of the latest Ford truck, Nissan might place an ad for their truck within the video. ### Can contextual targeting be used for content recommendations? Contextual targeting is highly effective for content recommendations, as it can assess what a user is viewing or considering and recommend similar content. --- ### Four Strategies For Online Shopping Store CRO: Realize Expert Recommendations URL: https://www.taboola.com/marketing-hub/enhance-cro-online-fashion-store-with-realize/ Last Modified: 2026-01-20 11:20:59 From the time they wake to the second they shut off their devices and go to bed, consumers are bombarded with marketing messages. The steady stream of ads and influencer promotions makes it tough for products to stand out. For fashion brands, conversion rate optimization (CRO) is key to overcoming those challenges, offering a chance to stand out in an oversaturated market. That’s where Realize comes in. As Taboola’s performance advertising platform, Realize offers the data, testing frameworks, and campaign tools to take you from clicks to loyal customers. But, success with Realize starts with the right strategy, so our expert Patrick Coyle, senior growth advertisers sales manager at Taboola, walks us through how to use these tools to transform traffic into profits. ## 1. Align Tracking to Improve Data Reliability Fashion e-commerce moves at a fast pace: You need to stay on top of trends and be able to pivot with little notice. But, moving at breakneck speed can create accuracy issues, particularly when it comes to tracking your data. How can the data keep up when you’re shifting directions every few weeks? Your dashboard can understandably lag behind. If you use Realize, you may notice a discrepancy between what you see on your e-commerce platform dashboard and what you see in Realize’s reporting, which may stem from the following reasons: - Time Zone Mismatches: The simplest explanation is that the time zone in your store settings doesn’t match your ad platform’s settings. This can lead to day-to-day discrepancies. - Complex Funnels: Do you use upselling or cross-selling features in your funnel? Do you have subscription flows outside the primary purchase activity? If these events aren’t tracked properly, your reported revenue will come in lower than what you’re actually earning. - Multi-Domain Funnels: In some cases, brands have their checkout or upsell flows hosted on separate domains. If that’s the case, you’ll need to ensure cross-domain tracking is in place to capture all activity. - Attribution Model Differences: Your internal analytics tool assigns credit to activity, as does Realize. If you’re unaware of the discrepancies, you’ll constantly second-guess whether your ads are performing. This results in a lack of a single source of truth. Without unifying your data, it can be tough to confidently scale your ad spend. The key is to take control of your analytics. Without a reliable tracking system, every decision you make about budgets, creatives, or scaling is essentially guesswork. For fashion e-commerce brands, accurate data can help you avoid pouring money into a campaign that isn’t working. Locking down tracking can help you gain a transparent, trustworthy view of your campaign performance. This gives you the confidence in your numbers, and that confidence can help you scale your ad budgets based on facts, not assumptions. Even better, you can start layering in micro-events for deeper insight: - Engagement: This includes time spent on page and scroll depth. By looking at how long users stay on a page and how far they scroll, you can quickly spot pages that aren’t resonating with site visitors. - Click-outs from advertorials: Monitoring which users click on an advertorial can help you understand which types of content drive interest. This data can be useful in testing content until you find storytelling angles or product highlights that motivate users to learn more. - Visits to product detail pages: When a user clicks on your product detail page (PDP), you’re one step closer to a sale. When your analytics show users are dropping off before landing on your PDP, you may need to take steps to better optimize your funnel. - Checkout initiations: When a visitor starts the checkout process, you get a clear intent to buy. If a customer exits at this point in the journey, it typically signals an issue with the checkout experience or a mismatch between the expectation and the offer. These additional signals can reveal where the user journey thrives, as well as where it breaks. You can narrow down pain points in your online presence and take measures to correct them, then analyze again. This granular view brings another benefit, too: The information can help build powerful custom audiences, fueling smarter retargeting campaigns while also nurturing customers deeper in their journey. Below is a breakdown of seven steps necessary to effectively align your tracking and improve the reliability of your data. ### Use Realize Tracking Solutions “Realize’s tracking solutions for platforms like Shopify and WooCommerce can help resolve data discrepancies by keeping setup and usage extremely simple, which greatly reduces the risk of errors — even for users with little to no technical background,” says Patrick Coyle. “Alongside the main pixel implementation across all pages, the system automatically tracks a wide range of relevant soft conversions. This makes it much easier to analyze the customer journey, understand where users drop off, and spot potential message mismatches.” “Because the base pixel is consistently deployed, even clickout events from advertorials to product detail pages are properly captured when those advertorials are hosted as subpages within the shop,” Coyle continues. “The same applies to upsell apps — purchases remain recorded without any loss in tracking. Altogether, this creates a much clearer and more reliable data picture, providing the foundation for better optimization of landing pages and product pages.” ### Use Server-to-Server Tracking For more complicated setups, a tool like RedTrack can tackle tracking across servers. RedTrack captures events across domains with far more accuracy than you get from browser-level pixels. ### Sync Your Time Zones If your setup is simpler, start here. Check your time zone on your Shopify account and make sure it matches your Realize settings. This may sound obvious, but this small step can make a big difference in the accuracy of your daily reporting. ### Add Custom Tracking Events For brands that incorporate upsells or unique funnels, your support team can help create custom tracking events that account for every revenue source. This will help capture the post-purchase activities that tracking tools often miss. ### Test Events Directly in Realize With the Realize Ads Manager, you can test whether events are being received correctly. It’s important to do this testing before launching each campaign to avoid hiccups. ### Install Taboola Pixel Helper This Chrome extension shows exactly which events are firing on which page. It’s a troubleshooting tool that can be invaluable for spotting gaps or misfires. ### Align Attribution Models Your account manager should be able to clarify which attribution model is being used in performance evaluations. Make sure this model watches how you measure success internally. Without alignment, you’ll always struggle to get consistent, trustworthy data. ## 2. Test With Campaign Groups Testing is at the heart of CRO, but many fashion marketers get bogged down by how messy and manually intensive testing can be. Typically, testing a new ad creative or landing page means: - Building a separate campaign. - Waiting for data. - Manually shifting budgets to good performers. This approach is not only slow, it also wastes spend on underperformers while you’re waiting for test results to come in. It consumes valuable time, which is a problem when you’re in a fast-moving industry like fashion. Realize simplifies testing by using Campaign Groups. This feature lets you combine multiple campaigns under a single budget, where the Budget Distributor automatically shifts spend toward the best performers. Campaign Groups accelerate your learning cycle. Instead of manually shuffling spend around, you can let Realize do all the heavy lifting, ensuring your budget flows to the activities that are working. By letting Realize handle your budget allocation, you’re free to focus on strategy and creativity rather than babysitting your campaign. Once it’s in place, you’ll enjoy faster insights, smarter spend, and more conversions at a lower cost. Here are some examples of how you can apply this to your fashion e-commerce business: ### Creative Testing Run two campaigns. With the first, focus on lifestyle photography. With the second, feature product close-ups. Place both campaigns in the same Campaign Group. Realize will quickly start shifting spend toward the option that’s getting the best results. ### Landing Page Testing With your landing page, try pitting an advertorial against an approach that sends visitors directly to your product page. Campaign Groups will automatically optimize budget distribution. ### Product Line Testing Say you have a new collection like a swimsuit line. Pit those new, seasonal products against one of your evergreen bestsellers. Put both in the same Campaign Group and see how the new collection performs compared to your tried and true. ## 3. Master A Seamless Journey Experience Imagine a shopper sees your ad promising 70% off. Excited, they click, landing on your PDP. Only, once they arrive, they see no mention of a discount — after searching for a minute or so, they exit and never return. This is what’s known as a message mismatch. Fashion e-commerce is especially vulnerable here because trends and offers move fast. Your ad might highlight a hot discount or trending style, which can scare off impulse-driven shoppers, who have a lower tolerance for friction in the buying journey. You won’t just lose a sale, either — you’ll lose that customer’s trust. This also applies to advertorial funnels. If the ad teases a story, but the landing page jumps abruptly to a product push, users can feel misled, at which point they’ll drop off. Optimizing the on-site experience reduces bounce rates and boosts both your conversion rate and your average order value. By aligning expectations with your offerings, you can transform high-intent visitors into paying customers, increasing your average order value. Over time, this compounding revenue will lead to big gains. Here are some practical steps to ensure the user journey is seamless from first click to checkout: ### Match Ad Promises On-Site If an ad promises 70% off, make sure a banner or headline reinforces it on the landing page. This makes it clear, from the time a customer clicks, how the offer applies. ### Integrate Trust Signals at Checkout Reinforce buyer confidence where it matters most — right before they spend their hard-earned money. Adding elements like customer reviews, secure payment icons, money-back guarantees, and “free returns” messaging can give customers confidence in their decision to buy from you. “To reduce bounce rates during checkout, the on-site experience should closely mirror the ad’s promise,” reiterates Coyle. “Headlines, copy, and visuals need to stay consistent, while price and offers remain clear from entry to purchase. Trust signals like reviews, guarantees, and secure payment badges ease hesitation, and streamlined checkout steps — especially on mobile — keep users moving. When every element reinforces the ad messaging, the journey feels seamless and drop-offs decline.” ### Duplicate Stores for Testing Create a duplicate version of your store and test different product pages and/or checkouts. This can help you determine which version converts best without disrupting your live site. ### Leverage Shopify Plus If your budget allows for it, you can customize your checkout flows. Add upsells, urgency timers, and guarantees to boost conversions. ### Use Storytelling Shift your focus from promoting products to selling through storytelling. You can use advertorials or listicles to introduce your brand in a way that engages customers. This approach can help you build trust, highlight use cases, and warm up users before they see a buy button. ### Test Multiple Narratives Different audiences respond to different messaging. One user might click based on a limited-time discount, while another will take action when a product seems exclusive or boasts sustainability. Realize can help you experiment to find the angle that works best. ## 4. Set Smart Retargeting Strategies Most brands set up basic retargeting to convert previous site visitors. Those brands serve all of those potential customers the same ad that initially brought them to their site. The problem? Creative fatigue. Users who didn’t convert the first time won’t be persuaded by seeing the same message a second, third, or fourth time. In fact, some customers might find the repeat ads annoying. “The clearest indicators of creative fatigue are declining CTRs combined with rising CPCs,” says Coyle. “This usually shows that the audience has seen the ad too often and its impact is wearing off, signaling that it’s time to refresh or replace the creative.” With a smarter retargeting strategy, your ads will feel more personal and relevant. Best of all, customers won’t see the same ad multiple times, reducing annoyance and creative fatigue. This renewed approach to your retargeting efforts will likely bring higher conversion rates, improved return on ad spend, and a better overall user experience. You’ll stop wasting money on ineffective impressions and have a better chance at turning warm leads into buyers. Unlock your full retargeting strategy through a multi-layered approach: ### Tailor creatives to the stage of the user’s journey Cart abandoners are close to buying, so a discount or free shipping can push them over the edge, while checkout drop-offs can be converted through urgent offers like limited stock or countdown timers. For customers who’ve visited one of your PDPs, highlight that product’s benefits or reviews, or provide styling inspiration. ### Use fresh creatives Don’t recycle the same messaging. Instead, create ads that acknowledge previous engagement (“Still thinking about this sweater?”) and show fresh visuals. ### Link to relevant destinations Don’t send customers to your homepage or a generic section of your site. Instead, send them to the exact product or collection they viewed. ### Segment audiences Build distinct audiences for each funnel stage. One segment could hold those who viewed your PDP, for instance, while another includes those who initiated checkout or added an item to a shopping cart. ## Key Takeaways Accurate tracking is non-negotiable: Without clean data, you don’t have the insights necessary to scale with confidence. Campaign Groups make testing easier by utilizing Realize’s Budget Distributor to speed up learning while you focus on creating and implementing winning strategies. Message match is equally critical, ensuring that your advertising remains consistent from start to finish, helping you avoid drop-offs. When it comes to retargeting, it’s essential to steer clear of repeating previous messaging and instead tailor both your creative and your landing pages to each user’s stage of the funnel. ## Frequently Asked Questions (FAQs) ### How can I ensure my conversion data is accurate across both my ad platform and my Shopify store? To make sure your conversion data is accurate, start by comparing Shopify’s sales data with Realize’s Tracking tab. This is a way to quickly identify discrepancies. Once you’ve done that, take a look at the Event Test Tool. This will help you verify that key events like purchases, add-to-cart actions, or page views are firing the way they should. Then, install the Taboola Pixel Helper Chrome extension. This will help you troubleshoot any page-level issues. Each of these steps, when combined, can give you the foundation you need to move forward with confidence in your data. ### What's the best way to test different ad creatives and landing pages to find what works for my fashion brand? The most effective testing approach is to set up different campaigns for each angle you want to test. You can then split them by device (i.e., mobile vs. desktop). By dividing your testing, you can see performance differences clearly and avoid skewed results. You should also assign a separate landing page for each campaign, and those landing pages should align closely with the ad creative. Make sure every element — including your ad copy, imagery, layout, and even the product detail page — follows the same narrative. This will ensure you’re testing one clear angle per campaign, taking it all the way from first click to purchase. You’ll also want to stay organized. Campaign groups and clear naming conventions can help you cluster your test structures. If your data shows significant behavioral differences, consider splitting that campaign further. Keep the number of ads per campaign to a minimum so ads come in cleaner and faster, and only test one major variable at a time. Isolate a headline in one round, then switch to an image with the next. Testing too many variables at once muddies the waters and makes it tough to pinpoint exactly what’s driving a campaign’s performance. ### My ads are getting a lot of clicks, but people aren't buying. How can I fix my website to turn more visitors into customers? Clicks without follow-through typically signal one of two things: #### Message Mismatch Your ad promises one thing, but the landing page doesn’t deliver. For instance, your ad may tell a dramatic story, yet when users click, they’re dropped straight onto a product page. This disconnect causes confusion and kills trust. To fix it, you’ll need to take a look at the ad and make sure the hook flows seamlessly to the landing page. The tone, narrative, and brand promise should remain consistent throughout. With all of your ads, it’s essential that the product detail page feels like the logical next step after a user clicks over. You put hard work into creating clickworthy ads, so it would be a waste for the ad to grab a user, only to have that interest evaporate instantly when the landing page doesn’t live up to expectations. #### Wrong Placement or Publisher Sometimes, the issue isn’t your website — instead, it’s where your ad is running. You might have a high click-through rate, but that doesn’t necessarily equal high intent. Maybe your ad is attracting casual clickers instead of motivated shoppers. Context matters: Native ads require a different storytelling approach than display or email ads. Always stop and ask yourself if the creative aligns with the mindset of the typical user in this particular environment. If not, no matter how much work you put into your website, you won’t see the conversions you expect. In both of the above cases, the key is alignment — between the ad, the platform, and the landing page experience. When all three work together, you’re likely to go beyond clicks to paying customers. --- ### Boost Your Lead Generation with Realize to Overcome Low Contact Form Conversions URL: https://www.taboola.com/marketing-hub/overcome-low-contact-form-conversions-realize/ Last Modified: 2025-10-15 07:48:43 Affiliate agencies and media buyers know that lead generation is both rewarding and a relentless challenge. Even with strong traffic, many teams struggle to achieve profitable, scalable growth over time. This is often due to issues at the same point in the funnel — poorly converting contact forms, missing or incomplete conversion data, or limitations in targeting that result in low-quality leads draining your budget. With one or all of these issues, maintaining performance consistency across campaigns can be even more difficult. Taboola built Realize to tackle these problems head-on, creating a performance marketing platform designed to eliminate these ongoing frustrations. The tool offers seamless contact form integration, intelligent optimization, and the backing of experienced account managers to help you stop wasting money and scale more confidently. Lead generation is more than simply looking at contact form completions. Instead, it’s about a continuous cycle of engagement, qualification, and conversion that reduces wasted ad spend and maximizes revenue. By blending data feedback with machine learning, Realize ensures that every impression works hard and allows affiliates to adapt faster in an ever-competitive landscape. ## Common Pain Points Every Affiliate Experiences with Lead Generation Campaigns ### Sub-Optimal Contact Form Conversions Regardless of how strong your creative or how effective your traffic acquisition strategy is, a poorly put-together contact form will naturally decrease your overall performance. Across industries, the average conversion rate for forms is sitting at 1.7% in 2025. This means that the vast majority of visitors to your site never actually become leads. When only 9% of people who view a contact form actually submit it, even the smallest design flaws or excess number of fields can cost affiliates significant revenue. For media buyers tasked with proving return on investment (ROI), these missed conversion opportunities represent wasted impressions, ad spend, and opportunities for optimization. Consider a campaign that drives 100,000 visitors to a landing page each month. At a 1.7% conversion rate, that would yield 1,700 leads. But, improving conversion by 1% to 2.7% could generate 1,000 more leads without spending additional money on traffic. That type of marginal gain is often the biggest difference between an unprofitable campaign and scalable success. For many advertisers, this type of gain is often impossible when efforts are focused too heavily on top-of-funnel tactics like constant creative refreshes or publisher placement. While these are, of course, important aspects to consider, Realize makes it possible to transform the point where traffic becomes value: your forms. ### Lack of Data Feedback for Optimization Failing to channel a full data picture back into your advertising platform is another serious problem that many affiliates and media buyers come across. Without closing the loop, algorithms can’t learn what a valuable conversion looks like for your business, leaving campaigns stuck at the top-of-funnel stage. From this, budgets continue to fuel clicks and impressions without the intelligence needed to improve overall lead quality. This can be incredibly costly for marketers not using automated lead generation tools. Without integration of data at every stage, potential leads remain untapped. In today’s privacy-first environment, where third-party cookie tracking is becoming more of a challenge, being able to understand exactly what data means and capturing as much as possible is essential. By leveraging first-party conversion data from forms to train algorithms like those used in Realize, you can gather and benefit from a more robust set of data points that actually make a difference in your campaigns. ### Challenges With Lead Quality and Targeting Driving the right amount of traffic for your campaign is only half of the challenge — ensuring the leads that you do receive have genuine interest in what you’re offering is where the greatest profitability lies. If forms fail to capture key demographic data such as age, income, or location, or if your platform can’t act on that data, you risk filling your sales pipeline with low-quality leads. This makes it almost impossible to filter out your unprofitable segments, leading to inflated cost-per-lead (CPL) figures and inconsistent returns across campaigns. Media buyers often find themselves scaling campaigns that look successful on paper, only to discover that the downstream value of the leads generated doesn’t justify the overall campaign spend. Granular targeting has never been more important, particularly in industries like insurance or financial services, where acquiring a lead outside of your core demographic (like age range or income) is an immediate loss for the campaign. ### Integration Complexity and Bandwidth Technical integration is one of the biggest obstacles that marketing teams face. Between different site forms, custom landing pages, and legacy systems already in place, connecting each setup to your advertising platform takes time, resources, and, in some cases, specialized knowledge. Lean affiliate teams rarely have the bandwidth to work on these projects to any great extent and, even when integrations have been completed, they’re often fragile or inconsistent. This ongoing issue creates a drain on campaigns and can result in some of the many issues already discussed — campaign performance is hindered due to unoptimized or inconsistent data. ### Inconsistent Lead Flow Performance Even once everything for a campaign is live, lead flow performance is rarely stable. A form or landing page that performed well during one flight could decline once ad fatigue sets in, or when targeting parameters change. Without a reliable framework for identifying which form variations are true winners, affiliates run the risk of being caught in inconsistency cycles. As a result, budget allocation becomes riskier, scaling is more difficult, and profitability hits a standstill. Reporting also becomes more difficult with these inconsistencies, forcing affiliates to explain week-over-week volatility to clients who are looking for and expecting steady campaign performance. ## End the Frustration with Realize Seamless Integration Taboola’s Realize platform was built to solve these exact problems, designed to generate high-quality leads through re-engaging high-intent audiences. By leveraging display advertising on the open web and optimizing contact form integrations, Realize combines technology, data, and human expertise to create a single solution for more effective lead generation. ### Seamless Integration with Contact Forms With Realize, integration is straightforward. Robust pixel capabilities work across numerous platforms like Shopify, with every form completion automatically tracked and attributed. Instead of having to hunt down lost data, agencies and media buyers can feel confident that your campaigns are backed by accurate, comprehensive data collection and reporting. Realize also reduces implementation timelines, taking what once required several weeks of developer time and achieving the same result within hours. This means that affiliates can launch faster and spend more time focusing on creative strategy and audience testing, giving you a competitive advantage. ### Algorithm-Driven Optimization via Form Data Once conversion data is recorded, Realize can learn from this information to provide greater insights for campaign optimization. The machine learning algorithms built into the tool incorporate both completed forms and micro-conversion data such as partial form fills or click-to-call actions, training on these signals to identify patterns of user behavior or find similar audiences to market to. Over time, these campaigns become more efficient, with lower cost-per-lead (CPL) and scalability that’s more achievable than without these functions. As your campaign evolves, Realize adapts to support. This is particularly helpful if you have seasonal trends that impact user behavior — the algorithm learns this and recalibrates as necessary. In terms of how much data is required to meaningfully train Realize’s optimization algorithms, “Typically, the more the merrier when it comes to signals,” says Jeremy Bade, advertising sales manager, growth, at Taboola. “However, if I can get at least two signals, I can get plenty of leads into a form. If CPA is high and we have only one signal, we don't know where the drop-off is within the form. A third event which is focused on either qualified high intent leads, or leads that converted with a monetary value attached, would be the gold standard — that way, we can optimize towards a more ‘raw’ lead to begin with, then shift the algorithm down the funnel to the most qualified users once we hit 50 qualified leads/high monetary value leads.” ### Precise Targeting Based on Form Insights Another key advantage of Realize is its ability to sharpen audience targeting with form-derived data. If analysis shows certain age brackets or demographics that consistently fail to convert (e.g., over 55s), advertisers can exclude that audience to preserve overall campaign budget. Likewise, high-performing segments of your audience can be prioritized, investing more of your ad spend into the most likely-to-succeed segments. Rather than generic top-of-funnel targeting, affiliates gain a feedback loop that continuously refines audience quality. ### In-House Expertise for Integration and Optimization While the technology behind Realize is incredibly powerful, the real differentiator is Taboola’s in-house expertise. Dedicated account managers support our clients every step of the way, from solving integration challenges to analyzing campaign lead flow performance. This human layer to every campaign ensures transparency across the board. Affiliates never have to wonder why performance metrics are changing, as account managers are on hand to provide context, analysis, and offer actionable recommendations that create confidence and build a long-term trusting partnership. By adjusting targeting and form design, clients can see significant increases in lead form completions and a drop in CPL, thanks to insight from account managers. With expert oversight, you can turn their knowledge into real revenue gains for your business. In terms of common design mistakes made on lead forms that lead to drop-offs, for example, Bade has this advice: “Think about your lead form from the point of view of an end user: If your hook gets them on the page, but your lead form seemingly adds no value to what they were just hooked by, it's likely to fail. Put yourself in the user's shoes and design a contact form that follows that train of thought. If, say, I’m working on auto insurance lead generation, I might write, ‘Drivers may be getting overcharged by these companies, find out if yours is on the list!’ But, if it then just goes straight into the form without asking, ‘What provider do you use?’ then it's likely to turn folks away, as they’ll see it as a cheap tactic to get their information.” “You have to give before you take,” Bade continues. “You shouldn’t ask for things that are too personal on the first click into a form — you need to gain trust by assuring them that you have reputable information for them. Gone are the days of, ‘Enter name, DOB, state, etc.’ right at the beginning of the lead funnel.” ### Flexible Lead Flow Support Every lead generation campaign is different and unique, which is why Realize supports multiple acquisition flows. Whether you’re driving traffic to a traditional lead form, exploring click-to-call options, or even working with a hybrid strategy, Realize can seamlessly adapt to what your business needs. This flexibility means that advertisers can continue to explore new lead generation channels, without sacrificing optimization. ### Cost-Effective Lead Acquisition Through Form Optimization Ultimately, the goal of any affiliate or media buyer is to achieve profitability through low cost-per-lead and maximum return per lead. Realize makes this possible by tying optimization directly to form completions, ensuring that algorithms work towards these intended outcomes. By lowering acquisition costs overall, while maintaining or increasing lead quality, affiliates can feel confident in reinvesting and scaling with data-driven insights that generate the results you’re looking to achieve. ## Key Takeaways Lead generation will always come with its challenges, but you don’t have to keep facing the same issues again and again. Contact forms that barely convert, algorithms trained on poor data, low-quality leads, and unpredictable results can all become pain points for even the most experienced media buyer. With Realize, these obstacles can be turned into opportunities. By ensuring seamless integration with existing tools and harnessing algorithm-driven optimization, Taboola equips advertisers to transform underperforming funnels into scalable growth engines that maximize revenue. The future of lead generation belongs to marketers who can effectively combine technology with actionable insights. Platforms like Realize not only automate the repetitive tasks that drain valuable resources, but also empower marketers to focus on strategy and long-term growth planning. Start your journey with Realize today and discover how Taboola can help you unlock new growth for your business. --- ### The Best A/B Testing Tools to Use With Realize URL: https://www.taboola.com/marketing-hub/best-ab-testing-tools-with-realize/ Last Modified: 2025-10-23 13:00:01 A/B testing is one of the essential tools for understanding your audience and continually getting better at reaching and connecting with them. It continues to be a foundational part of performance marketing, especially in these days of oversaturated digital channels and hard-to-grab user attention. A/B testing practices and platforms keep maturing, so there are many options available for marketing teams depending on your audience, goals, and resources. While Realize includes wide-ranging A/B testing features, there are other platforms on the market that, when used in conjunction with Realize, can help optimize your experience. I’ll do a deep dive here on what you need to know about A/B testing with Realize, including the capabilities Realize brings, the partners it’s integrated with, and the complementary testing tools available in the market. ## Realize’s A/B Testing Capabilities: Quick Overview ### Ad Creatives Realize lets you A/B test ad creatives by uploading combinations of headlines and images, then running multivariate tests. Set campaigns to the "A/B Testing" options to distribute traffic evenly, allocating impressions more evenly across creatives, and allow the algorithm to determine winners after the test concludes. Realize also offers an Optimized mode, which automatically prioritizes top-performing creative combinations. For more dedicated A/B testing, you’ll want to do some up-front work that follows testing best practices: ensure your ads have clear differences, use consistent naming, and test a variety of creative angles. Run the test for enough time to gather sufficient data, then analyze to see which headline and image combination performed best. Once the A/B test ends, the campaign will switch to Optimized delivery. You can scale your best-performing combinations by uploading more of them. ### Landing Page Optimization Support Optimized landing pages are the next step for conversion success after Realize’s performance ads. A/B testing can help by identifying high-performing elements that resonate with your audience and drive conversions. Implementing the winning testing variations can increase the conversion rate of landing pages, and marketers can continue this optimization cycle over time with more A/B testing. ### AI and Predictive Engines Taboola’s predictive AI capabilities can power A/B testing to optimize campaign results in real time. Realize’s generative AI, called Abby, can help advertisers create and manage campaigns, then test the different variations that Abby generates to see which performs best. SmartBid, Taboola's predictive bidding strategy, uses deep-learning AI to adjust bids for each impression. Try different campaign approaches to see how SmartBid can improve your conversion rates. While the Realize platform offers a wide selection of built-in A/B testing features, it doesn’t go as far as deep, on-site landing page experimentation. For highly granular changes, the use of visual editors, complex user flow testing on landing pages, and dedicated third-party A/B testing platforms are often necessary. ## Integrated and Partnered A/B Testing and Optimization Tools for Realize In light of the above, Realize also integrates or closely partners with other popular marketing tools. Depending on the marketing stack you’re already running and your specific goals, one of these options might best fit your needs alongside Realize. These tools complement Realize’s functionalities by enhancing data flow, attribution, automation, and audience management. They support A/B testing efforts either directly or indirectly by providing superior data for analysis, or by offering integrated landing page testing capabilities. Let’s dig in to these integrated and partner options. Here’s a quick overview to start, with more detail below: Tool Name Primary Function With Realize A/B Testing Relevance Key Benefits for Realize Marketers AnyTrack Server-side conversion tracking, data sync (CAPI), attribution. Provides accurate, real-time conversion data essential for A/B test analysis. Its Advance plan offers A/B testing features. Maximizes ROAS with precise attribution, leverages first-party data, automates retargeting. Leadpages Landing page builder. Built-in A/B split testing for landing pages. Optimizes post-click conversion rates, direct integration for digital advertising. TheOptimizer Campaign automation and optimization. Automates budget/bid adjustments based on performance data (from A/B tests or native optimization). Scales winning campaigns, blocks underperforming elements, saves time on manual optimization. RedTrack Performance marketing analytics, attribution, automation. Provides comprehensive, independent data for A/B test analysis; automation rules for optimization. Unifies data across channels, accurate conversion/revenue matching, automates actions based on insights. GrowthLoop Audience segmentation and sync. Enables A/B testing on highly targeted audience segments within Realize. Refines audience targeting, facilitates personalized campaigns, leverages first-party data. ### AnyTrack AnyTrack’s no-code solution makes it easy for content and performance marketers to do server-side tracking, transmitting real-time conversion data directly to Realize with the AnyTrack conversion API (CAPI). This means you can ensure precise conversion attribution and take advantage of first-party, cookieless data so you’re complying with privacy regulations. Plus, AnyTrack unifies conversion data across ad networks, which translates into a fuller picture of performance. You can also use AnyTrack and Realize integration for automated retargeting optimization processes. Why AnyTrack and Realize for A/B testing: Succeeding at A/B testing requires accurate, complete data to gauge what performed better. This is what AnyTrack offers — real-time, unified conversion data alongside cookieless tracking across ad networks, so marketers can trust testing results. If you’re managing complex funnels or campaigns that span a range of ad networks, this might be a good option. ### Leadpages Leadpages is a dedicated landing page builder designed for marketers running A/B testing campaigns. The A/B split testing functionality was designed with landing pages in mind, so it’s easy for marketers to create and test variations against a control page. Plus, it continuously enhances the conversion rate of digital content. While Realize drives targeted traffic and engagement with its content recommendations, Leadpages can then optimize the post-click experience with its high-converting landing pages. The result is maximized overall campaign ROI. WhyLeadPages and Realize for A/B testing: Leadpages directly integrates with Realize for digital advertising purposes, and can optimize the post-click experience for traffic generated by Realize ads. Its A/B testing capabilities for landing pages are a natural fit to accompany Realize’s optimized ads. ### TheOptimizer This automation platform manages and optimizes Realize campaigns, letting users implement advanced rules to adjust budgets automatically for high-converting campaigns, adjust bids, and pause underperforming ads, publishers, and campaigns. Users can upload CSV data files into TheOptimizer or integrate external trackers to create the right automation rules. Why TheOptimizer and Realize for A/B testing: TheOptimizer is a fit with Realize if you’re focused on managing and optimizing complex campaigns and want to add automation. When A/B tests identify the best creative or other campaign elements, TheOptimizer scales the winners and pauses the losers. You can save lots of time and effort and quickly scale the impact of top performers once testing identifies them. ### RedTrack This performance marketing analytics platform can track, measure, and manage campaigns across a variety of channels, offering conversion tracking, revenue attribution, ad spend synchronization, and CAPI integrations with ad networks that include Realize. Users also get reports, dashboards, and can set automation rules for self-optimization. The independent, unified conversion data that RedTrack provides (across 200 integrations) is important to analyze A/B test results as well as automate adjustments based on results. Why RedTrack and Realize for A/B testing: RedTrack’s automation and measurement capabilities help marketers to see attribution across channels and capture the real impact of a Realize ad, even if it’s run across multiple channels. Users get precise ROI calculations and can make solid budget allocation decisions with RedTrack’s data. ### GrowthLoop GrowthLoop’s platform covers CRM and touchpoint intelligence, with a focus on intelligently re-engaging customers and precisely segmenting audiences. Advertisers can create highly targeted campaigns with GrowthLoop to then conduct more sophisticated A/B tests, such as by tailoring offers to specific segments based on value, recent purchases, churn risk, and more. Why GrowthLoop and Realize for A/B testing: GrowthLoop can help marketers target specific, synchronized audience segments within Realize. That targeting leads to a better understanding of what different user groups respond to and thus better strategies to reach them. Users can then apply insights to hyper-personalize campaigns and maximize relevance and conversion rates. ## Leading Third-Party A/B Testing Platforms for Enhanced Realize Optimization Beyond these fully integrated or closely partnered platforms, there are other optimization options to accompany your Realize implementation. These dedicated experimentation platforms are ideal for optimizing landing pages and broader on-site user experience to which Realize ads direct traffic. These tools don’t directly execute ad creative tests within the Realize platform, but they’re critical for marketers looking to maximize the overall campaign ROI by significantly improving the post-click conversion rate. Depending on your marketing goals and resources, one of these might be a good fit for your A/B testing program. Here’s a quick overview of these complementary platforms, with lots more details below on particular features to consider. Tool Name Primary A/B Testing Focus Key Features for Realize Marketers Strengths for Realize Campaigns VWO Web, mobile, server-side experimentation. Comprehensive A/B, MVT, split URL testing; AI-driven ideas; heatmaps, session recordings. Deep optimization of landing pages and user journeys, data-driven hypothesis generation. Optimizely Digital experience and feature experimentation. Robust A/B, MVT; personalization; warehouse-native analytics. Enterprise-grade experimentation, linking tests to true business outcomes, advanced data insights. AB Tasty Experience optimization and personalization. A/B, MVT, split URL; AI-driven personalization; multi-channel testing. Holistic user journey optimization, advanced segmentation, agile experimentation. Unbounce Landing page builder and A/B testing. Integrated A/B testing for landing pages; AI copywriting; smart traffic. Rapid landing page creation and testing, easy for non-developers, focused on conversion rates. Crazy Egg Visual analytics and simple A/B testing. Heatmaps, scrollmaps, session recordings; built-in A/B testing for on-page elements. Qualitative insights to inform tests, easy visual A/B testing for quick wins, understanding user behavior. ClickFunnels Sales funnel builder and A/B testing. A/B testing for multi-step funnels (landing pages, order forms, emails). Optimizes entire conversion funnels, ideal for lead generation and sales processes driven by Realize. ### VWO (Visual Website Optimizer) VWO offers integrated testing tools along with conversion optimization capabilities, as well as qualitative analytics for users to get a better understanding of user behavior. VWO can optimize the landing pages and user journeys that Realize ad traffic is directed to, and performance marketers can use it to test headlines, body copy, calls to action (CTAs), images, forms, and overall page layouts. Why VWO and Realize for A/B testing: Realize users can add VWO to increase landing page conversions and improve the overall user journey, completing the work of a high-performing ad. Successful Realize campaigns can extend even further with holistic optimization beyond the ad platform and ensure that a good ad is only the start of a good user journey. ### Optimizely Strategic A/B testing is easier with Optimizely’s capabilities, which help marketers perform testing with consolidated customer data and then measure the impact of experiments against business goals like revenue and pipeline generation. Realize advertisers running many campaigns can see how they are contributing beyond simply conversion rate optimization (CRO). Why Optimizely and Realize for A/B testing: Traffic that originates from Realize ads can then arrive on Optimizely’s landing pages and optimized on-site experiences for better business impact. Plus, warehouse-native analytics allow marketers to link Realize-driven traffic and A/B test results to understand campaign ROI at a high level. ### AB Tasty AB Tasty offers experimentation and personalization features to help users deliver tailored customer experiences. Its testing types include A/B, split URL, and multivariate, and its incorporated AI features support the creation of more meaningful digital experiences across websites and mobile apps. Marketers using AB Tasty can personalize and optimize experiences from the native ad click to the final conversion. Why AB Tasty and Realize for A/B testing: A/B Tasty supports multi-channel A/B tests without negatively impacting performance, and its tools can optimize the entire journey for a user after they click a Realize ad. That includes broader website experiences, so consistency and personalization show up throughout. And, its multi-channel testing options can help marketers who are running integrated campaigns with Realize as one of the traffic sources. ### Unbounce Unbounce is a landing page builder with integrated A/B testing capabilities, AI-driven copywriting tools, and other features that route landing page visitors to the best-performing variants. Marketers can quickly create and A/B test multiple landing page variations without much developer support. Why Unbounce and Realize for A/B testing: Performance marketers have to iterate quickly on landing pages to align with ad creatives, market conditions, and other factors. To stay ahead, they have to continuously optimize the conversion funnel without technical blockers, and that speed can help beat the competition. Unbounce can help enhance performance from Realize campaign traffic with its quick post-click optimization. ### Crazy Egg Crazy Egg is a visual analytics and user behavior tracking tool that offers data insights as heatmaps, scrollmaps, and session recordings. Its built-in A/B testing tool lets users test changes to ad elements like headlines, images, button placements, and more, then tracks variants and delivers conversion and ROI insights. Its visual analytics show areas that are working (or not) to help marketers develop better A/B test hypotheses. Why Crazy Egg and Realize for A/B testing: Landing pages driven by Realize ads should be engaging and highly optimized; Crazy Egg can offer qualitative insights into how users are interacting with those pages. Beyond straightforward numbers, these insights show why something is happening, so that Realize campaign managers can build better tests and ultimately better user experiences. ### ClickFunnels ClickFunnels users can build sales funnels that integrate A/B testing capabilities directly into various steps to create different versions of landing pages, order forms, and other elements in a multi-step funnel. ClickFunnels provides analytics for each variant to show a complete performance view. Why ClickFunnels and Realize for A/B testing: Performance marketers using Realize may be driving traffic into multi-step sales or lead gen funnels that include opt-in forms, sales pages, upsells, or order forms, and ClickFunnels enables A/B testing at every stage. That in turn prevents conversion leaks and enables optimal conversion rates throughout the process — maximizing the value of every Realize ad click and, eventually, ROI. ## Key Takeaways Realize offers A/B testing capabilities for performance marketers out of the box. Depending on user goals and resources, there are also strong integrators, partners, and other complementary tools that can boost the impact of Realize ad campaigns. These platforms include specialists in landing page optimization, audience segmentation, and many more. ## Frequently Asked Questions (FAQs) ### What are the best practices for A/B testing? A/B testing, whatever the industry, budget, or scope, should start with a clear hypothesis and testing only one variable at a time. Make sure you’re using a big enough sample size, running tests long enough to capture data (generally a few weeks), and focusing on the right elements to test, whether it’s headlines, CTAs, images, and placement of these. Document the process and exactly what you tested to then inform your decisions about what to do differently next time. When something is performing well, or not, figure out why and then double down on that information to make the next iteration better. ### What are key metrics for monitoring A/B test performance? There are some particular marketing metrics that work well for A/B test performance monitoring, such as conversion rate, click-through rate (CTR), bounce rate, retention rate, and more. But, before creating and launching an A/B test, be clear on why you’re running it and what you hope to achieve. If it’s a sales goal like pipeline or lead gen, you might create a different test than if you’re trying to increase user engagement or brand interest. Keep an eye on metrics that track negative impact, such as page load time and other functional numbers. ### How does AI and machine learning impact the future of A/B testing? AI and machine learning (ML) are generally enhancing A/B testing tools and adjacent platforms. These capabilities bring automation, predictive analytics, and real-time optimization, adding speed and accuracy and supporting increased personalization. A/B testing will continue to serve as an essential pillar of data-driven marketing strategies, and smaller or resource-limited teams can take advantage of AI and ML to test more often and faster, and get test hypotheses and other creative ideas. --- ### Uncovering Seasonal Ad Engagement by Vertical: A Deep Dive Into Our Platform's Data URL: https://www.taboola.com/marketing-hub/peak-engagement-periods-by-vertical-realize-data/ Last Modified: 2025-11-13 12:08:42 Understanding when consumers are most engaged is a vital piece of knowledge for advertisers. It enables them to time campaigns with consumer intent, which increases clicks, maximizes ROI, and improves conversions. To help, we collected Realize data from 2022 to the present, to determine the peak engagement periods for several key verticals. The insights in this report reveal when user clicks on vertical-specific ads peak, helping you decide when to prepare, scale, or adjust your campaigns for maximum impact. ## Fitness & Exercise/Healthy Living Peak months: January, December Unsurprisingly, fitness and healthy living campaigns perform their best at the start of the year, when consumers are setting their New Year’s resolutions and trying to adopt a more health-oriented mindset. Ad clicks in this vertical surge as people look to purchase exercise equipment, join gyms and fitness programs, and commit to new eating habits. The spike in clicks doesn’t suddenly appear on January 1st, though: Engagement begins to rise in December, as consumers think ahead and begin to plan for the new year. But, it’s a narrow window: By March, interest in this vertical falls dramatically as people lose their motivation to stick with their resolutions. Our recommendation: Your best bet is to front-load your campaigns in December to capture those early planners. Then, double down in January when consumers are at their peak engagement. In other words, prepare to scale your budget before cutting back in March. ## Television Peak months: February, March, and the fall months Television engagement trends align with seasonal programming and significant cultural events. For example, fall is a key period because it’s when many TV programs premiere their new seasons and streaming platforms offer new releases. That said, some of the biggest audience spikes happen earlier in the year, in February and March, when nominations for the Oscars, Golden Globes, and Emmys drive audiences to search for shows, actors, and other related content. Our recommendation: Align your ad campaigns with these peak seasonal periods. Fall will offer more consistent opportunities, but prepare for concentrated bursts of ad spend early in the year. ## Automotive Peak months: March, April, October, November The automotive vertical sees very consistent surges during spring and fall. In March and April, consumers, armed with cash from their tax refunds, may be feeling confident about making big-ticket purchases. Seasonal promotions during this period don’t hurt, either. Vehicle searches spike again in October and November. This is due to several factors, including new model announcements from manufacturers, pre-winter car preparation for many drivers, and dealership incentives designed to clear inventory. It’s worth noting that ad competition peaks in April and May, which reflects the heightened interest during the spring season. Our recommendation: When creating your annual strategy, plan automotive ad campaigns around the spring and fall peaks. Consider the intent driving consumer demand and optimize your ad creative and budgets accordingly. ## Business Peak months: April, May Business-related ad clicks spike in April and May, which aligns with Q2 business launches and spring marketing budgets, as well as the rollout of business strategies set during Q1. Clicks and ad competition remain high throughout the fall, demonstrating sustained demand for B2B solutions, tools, and services for most of the year. Our recommendation: Advertisers in the business vertical should consider spring as the prime time to launch campaigns and plan to maintain momentum into Q3 and Q4 to capitalize on ongoing demand. ## Shopping/Style & Fashion Peak months: November, December, May, June, September, October Not many verticals are as cyclical as shopping and fashion. The largest spikes occur in November and December, driven by shopping holidays like Black Friday and Cyber Monday, as well as holiday gift-buying, which fuel enormous volumes of clicks. There are smaller peaks in May and June, due to Mother’s Day, Father’s Day, graduations, and the start of summer sales. And, don’t forget September and October, as they are a key period for advertisers looking to ramp up holiday preparations. Our recommendation: Anchor your strategy around the holiday season, making sure that you test your campaigns early and warm up audiences who have started browsing. Don’t ignore smaller yet significant mid-year opportunities. ## Hobbies/Interests Peak months: January, May, June, July January brings a consistent spike in engagement around hobbies and personal interests. This may be due to a mix of seasonal and motivational drivers — for example, people often set resolutions to start new personal projects, like crafts or music. Another spike comes when the warmer weather hits, with increased activity in May, June, and July. During this time, consumers are taking up summer hobbies and outdoor activities. Our recommendation: Take advantage of the January “restart” and the summer surge, and tailor your messaging to resolutions in Q1 and lifestyle pursuits in Q2 and Q3. ## Travel Peak months: March, April, June, July Our data show that travel ad clicks increase steadily from March through June and July. This aligns with summer vacation planning. Similarly, like the trend seen in the automotive industry, many consumers are looking for ways to spend their tax refunds. Our recommendation: Begin ramping up ad spending in early spring to capture consumers' attention during their peak travel planning season. Ensure you sustain your investment through the summer to reach consumers right up to the point of booking. ## Home & Garden Peak months: April, May, June, July Unsurprisingly, the spring and summer seasons are synonymous with home and garden projects. From April to May, consumers spend time on spring cleaning, home improvements, and gardening. Our recommendation: Align your campaigns with these seasonal behaviors. Spring is the kickoff, but summer provides additional opportunities. ## Alcoholic Beverages Peak months: November (extends over the holiday season) Ad clicks for alcoholic beverages spike in November, likely due to holiday drinking during Thanksgiving, Christmas, and New Year’s celebrations. While the shopping window extends into December, you want to get ahead of consumer demand in November to maximize the increase in sales. Our recommendation: Consider November your core advertising season, but make sure campaigns continue into December to maximize the entire holiday season. ## Personal Finance Peak months: January, April The personal finance vertical is predictable, with consumers particularly interested in budgeting, savings, and debt repayment at the start of the year, and tax software and preparation around the April tax-filing deadline. Our recommendation: Focus heavily on these two seasonal peaks. During January, position your messaging around budget and savings tools. In April, lean into tax assistance and compliance products, like tax software. ## Key Takeaways Now that you have insight into peak engagement periods, you can maximize ROI by aligning your campaigns with predictable seasonal peaks across several verticals. For example, fitness and personal finance surge in January, while the spring tax season also fuels finance and business engagement. Shopping, fashion, and alcoholic beverages see their strongest spikes during the holiday season, while consumers are interested in travel, automotive, and home and garden during the spring and summer seasons. By aligning your ad spend and creative strategy with these specific windows, you can capture consumer intent at its highest point. --- ### How to Optimize Cyber Monday Ad Performance With Realize URL: https://www.taboola.com/marketing-hub/optimize-cyber-monday-ads-with-realize/ Last Modified: 2025-10-15 06:39:23 Cyber Monday is one of the biggest shopping days of the year, which makes it particularly competitive for advertisers. In the days leading up to Cyber Monday, shoppers are bombarded by splashy ads offering deep discounts, so you really have to fight to get their attention. Realize can help your campaign succeed with advanced targeting, predictive audiences, and automated bidding strategies. To help you get the most out of Realize this Cyber Monday, I’ve put together some expert insight on how to optimize your campaign using Realize. ## Use Realize to Optimize Your Cyber Monday Campaigns, With These 6 Expert Tips ### Focus on the Right Metrics Cyber Monday campaigns move fast, and with so much data available, it’s easy for advertisers to become overwhelmed. That’s why it’s crucial to focus on the metrics that will give you the best chance of success. According to Katherine Pickles, product marketing director at Taboola, four metrics stand out: click-through rate (CTR), cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS). Your CTR indicates how engaging your ads are. A high CTR is a good signal that your creatives, headlines, and placements are resonating with shoppers. On the other hand, a low CTR is a sign that you may need to make changes to one or more ad elements. CPC tells you how much you’re paying for each click and is a good measure of efficiency. However, on its own, CPC doesn’t tell the whole story. CPA takes things further because it connects cost to outcomes and shows you how much you’re paying for each conversion. Finally, ROAS ties it all back to revenue, which lets you see whether your campaign is actually profitable. ### Leverage Audience Targeting Capabilities One of the biggest mistakes marketers make during the Cyber 5 period is trying to reach as many people as possible. Reach is great, but if you’re not taking advantage of Realize’s audience targeting capabilities, you risk not connecting with the shoppers who are most likely to convert. Pickles advises marketers to “focus on high-intent, 1st-party audiences, mail domain, and search keyword targeting.” And, of course, don’t forget to retarget. Your first-party audiences are people who have already interacted with your brand — they provide a high opportunity for engagement because they’re already familiar with your products. Next, expand beyond first-party through mail domain and search keyword targeting. Both of these allow you to reach consumers who have taken some action that shows purchase intent. ### Run Predictive Audiences to Boost Conversions Realize offers Predictive Audiences, which, per Pickles, “helps advertisers discover untapped, high-converting customers so they can meet their performance marketing goals at scale.” Predictive Audiences uses machine learning to identify users who are likely to take action, at scale. It does this using first-party data, which reduces your dependence on third-party cookies. Predictive Audiences can also be more effective than lookalike models, because it allows you to assess your ad performance and make adjustments in real-time. Pickles believes it’s a more dynamic approach, and a “great tactic to have running on your campaigns to get more conversions for your budget.” ### Harness Performance AI Realize has made enhancements to its Performance AI features, making it easier for marketers to drive measurable results throughout the funnel. For example, Optimize for Engagement enables you to easily define custom engagement metrics, such as time on site or session depth. From there, Realize automatically optimizes to find the right users for the criteria you’ve set. “When using Maximize Conversions, Realize's performance AI ensures that you’re maximizing conversions within your given budget, regardless of the CPC,” says Pickles. “This will ensure depletion during the highly competitive period.” ### Launch Early With a Staggered Budget Strategy Too many marketers wait until Cyber Monday to activate their ad campaigns, but by doing this, you’ve missed any opportunity to build momentum. “Launch your campaign using the Maximize Conversions bidding strategy at least five to seven days before peak days, with appropriate targeting and a daily budget up to 50% less than your target peak budget,” recommends Pickles. By launching early, you can also identify and fix potential issues before Cyber Monday, rather than scrambling to troubleshoot problems during the peak shopping period. ### Set Adequate Budgets A good ad budget requires planning. During Cyber Monday, there is typically a massive increase in consumer demand, which can make it tempting to boost your budget at the last second. This, however, can backfire, and it’s better to take a strategic approach to avoid wasted ad spend. Pickles advises you to hold off on boosting your budget until you’ve reached 50 conversions: “Once 50 conversions are reached, or it’s two to three days before peak days, increase your budget closer to the target amount, but no more than 50% at a time, to protect the CPA.” It’s a gradual approach that gives Realize’s Performance AI time to make adjustments without hurting your performance. This will allow you to scale while protecting your CPA. ## Key Takeaways Realize can help you succeed on Cyber Monday through precise targeting and intelligent automation, but you need to do your part by planning early and using the tools at your disposal. To avoid getting overwhelmed, make sure to focus on the most effective performance metrics and take advantage of Predictive Audiences. Don’t forget to take advantage of features like Maximize Conversions, which simplifies the bidding process. Finally, remember to launch at least five to seven days early, and scale your budget carefully after getting at least 50 conversions, to maximize your campaign’s visibility and profit. ## Frequently Asked Questions (FAQs) ### How can I best utilize Realize's "Predictive Audiences" to identify and target high-converting customer segments for my specific product/service? The best approach is to run Predictive Audiences in conjunction with your standard targeting. Realize’s machine learning can identify new customer segments that you may not have considered. This may result in you gaining additional conversions while you continue to focus on audiences you already know well. ### How can I effectively "pre-qualify" clicks through my headlines and thumbnails on Taboola to ensure users have a clear expectation of the landing page content? Combine headlines that clearly communicate the value of your offer, visuals that align with your product or promotion, and messaging that makes it clear what the reader will see after they click. This should improve your conversion rates and reduce wasted ad spend. ### When should I use "Maximize Conversions" versus "Enhanced CPC" or "Fixed Bid" strategies within Realize for different campaign objectives? The best strategy depends on what you’re trying to achieve. For example, “Maximize Conversions” is often the best choice during Cyber Monday and other peak holiday shopping periods. Want to balance conversions with cost control? If so, “Enhanced CPC” can be very effective. Finally, a “Fixed Bid” strategy is best for A/B testing or situations where you want to maximize control over CPC. That said, it’s not as flexible during peak shopping times like Cyber Monday. --- ### 6 Best Black Friday Promotion Ideas for 2025 URL: https://www.taboola.com/marketing-hub/best-black-friday-promotion-ideas/ Last Modified: 2025-10-15 06:23:27 As an advertising copywriter who's been in the trenches for more than a few holiday seasons, I've learned a thing or two about cutting through the noise (and there’s a lot of it to cut through). It’s not just about slapping a "sale" sticker on everything: Black Friday nowadays is more about crafting a strategy that genuinely resonates with shoppers and drives conversions. Here are some insights on how to make your products shine when the biggest shopping day of the year rolls around — and it starts earlier than you might think. ## Best Ways to Promote Your Products on Black Friday Black Friday isn't just a day anymore, it's an entire phenomenon. This is the unofficial kickoff to the holiday shopping season, a high-traffic period where consumers are actively looking for deals. To truly get the most out of it, you can’t just react: You need to anticipate and strategize before it starts. ### 1. Start Early My first, and maybe most important piece of advice: Don't wait until Thanksgiving week to launch your big push. Consumers are becoming increasingly proactive, with nearly half of holiday shoppers planning to start before November. I’m one of those shoppers, too: Holiday gift-buying is stressful and time-consuming, and I want to check it off my list as early as possible. This means you need to be visible when people start their research and initial purchases. I’d advise you to begin your campaigns early, with a clear core strategy, at least five to seven days before the peak shopping days. This allows your campaigns to learn and optimize and, ultimately, hit your goals. ### 2. Embrace the Power of Mobile (and Video!) Think about how you shop. As in, you, personally. Chances are, a good chunk of it is on your phone. It's no different for your customers: Mobile accounts for 55% of holiday e-commerce, and mobile holiday revenue now outpaces desktop. All this to say, your ads absolutely need to be mobile-first. While you're at it, don't shy away from video, either — holiday-themed creatives, especially video, can boost conversion rates significantly, sometimes with up to 4.4x higher CVR than generic creatives. A quick, looping HD motion creative can grab attention far more effectively than a static image on a crowded feed. ### 3. Leverage AI for Creative Variations and Audience Targeting The days of manually tweaking every ad variant are over, and honestly, they will not be missed. AI-driven creative variations are a game-changer and you should absolutely use them. From my perspective, this isn't just a cool tech fad of the moment — it's essential for optimizing performance at scale. Imagine being able to test dozens, even hundreds, of different headlines and images automatically to see what resonates best with different segments of your audience. That’s what leveraging AI can do. This is also where a platform like Realize comes into play. Realize is built as a performance engine, specifically designed to drive prospecting and conversion outcomes on a cost-per-click (CPC) model. It taps into unique data and AI to help you reach high-value shoppers that go beyond your core audience through Predictive Audiences. This means you're not just guessing, but using high-level methods to find people most likely to convert during that crucial peak season. It’s essential if you’re looking to boost your reach and conversions. ### 4. Offer Compelling Deals — Don't Just Discount Of course, everyone's looking for deals on Black Friday, with about three out of four holiday shoppers on the hunt, especially when it comes to Gen Z. But, simply slashing prices isn't really a strategy. Think about value propositions, bundles, limited-time offers, or even exclusive access. What makes your deal irresistible beyond just the percentage off? Consider how you frame these offers in your copy. Instead of, "25% Off," try something more like, "Unlock Massive Savings," or, "Your Holiday Haul Starts Here." Don’t be afraid to have fun and get clever with it, too — a unique bit of funny or smart copy is a breath of fresh air for customers who’ve been looking at offers all day. ### 5. Monitor Performance and Avoid Disruptions During Peak Once your campaigns are live and performing, aim for stability and continuous optimization, and try to avoid major changes during these peak days. Tinkering with targeting or bidding settings during this critical window can actually re-trigger the learning phase for your campaigns, potentially hurting performance. Instead, focus on monitoring your creative. Keep four to six creatives in rotation, and be ready to pause any underperforming ones quickly. It’s about fine-tuning, not overhauling. ### 6. Don't Forget the Post-Purchase Experience Black Friday is about acquisition, but the holiday season is about retention, so ensure your post-purchase messaging is on point: Thank them, offer complementary products, and pave the way for future engagement. A good Black Friday haul sets the stage for a loyal customer base throughout the year. ## Key Takeaways Begin your Black Friday promotional efforts well before November to capture early shoppers. Optimize all creatives and campaigns for mobile, leverage high-quality video, and utilize AI-driven solutions to optimize creative variations and target high-value audiences effectively. Maintain campaign stability during peak times, focusing on creative performance optimization rather than major structural changes. ## Frequently Asked Questions (FAQs) ### What is Black Friday busiest for? Black Friday is primarily busiest for retail foot traffic, and is still the most popular day for both in-store and online shopping. Specifically, consumer electronics and cell phone stores often see their traffic peak. It’s also emerged as the top digital shopping day overall. ### What is the biggest sale after Black Friday? Cyber Monday is widely considered the biggest sale event immediately following Black Friday. It began as an online counterpart to Black Friday's in-store focus, but has since grown to be equally, if not more, significant in terms of online sales. Other notable post-Black Friday sales events globally include Singles Day (China's largest shopping day), Small Business Saturday, and Green Monday. ### How much money does the average shopper spend on Black Friday? In 2024, the average Black Friday shopper was estimated to spend approximately $674. During the broader Cyber Week period (Thanksgiving through Cyber Monday), global online shoppers spent a collective $314.9 billion. For U.S. shoppers specifically, online spending reached $10.8 billion on Black Friday and $13.3 billion on Cyber Monday in 2024. --- ### From Frustration to Success: Recover Abandoned Carts with Realize Retargeting Solutions URL: https://www.taboola.com/marketing-hub/realize-retargeting-abandoned-carts/ Last Modified: 2026-01-20 12:18:38 For online retailers and e-commerce businesses, few challenges are as persistent and costly as an abandoned cart. Shoppers have made their way to your site, compared products, and even added items to their cart — all before leaving instead of completing their checkout. Across all industries, from fashion and electronics to groceries and subscription services, abandoned carts are one of the most significant leakages in the sales funnel. On average, around 70% of shopping carts are abandoned on sites worldwide, representing billions in lost revenue for businesses every year. Even for brands investing heavily in user experience and checkout optimization, the challenge remains — how do you win back high-intent shoppers before they move on to the competition? Funnel optimization is no longer about simply driving traffic to the top of your sales funnel or building brand awareness: It’s about protecting the revenue you’ve already worked hard to attract and ensuring that potential customers with clear purchasing signals don’t fall through the cracks. Rising acquisition costs across all digital channels means that ignoring abandoned carts is not only inefficient, but unsustainable. Jeremy Bade, Advertising Sales Manager at Taboola, gives us recommendations to deliver retargeting precision and diversified outreach with Realize, that’s specifically designed to recover these lost sales. ## Common E-Commerce Pain Points Around Abandoned Carts ### Sales Funnel Leakage (Abandoned Carts) Cart abandonment is one of the clearest symptoms of sales funnel leakage. Each time a shopper adds an item to their cart, they’re signaling a purchase intent. But, when that intent isn’t converted into revenue, it highlights clear gaps in the sales funnel experience for that user. Some of these gaps are more functionally based: extra costs at checkout, long forms to fill out, or unexpected issues with their payment method. Others are more psychological: hesitation, decision fatigue, distractions, or the instinct to compare prices elsewhere. Whatever the reason may be, abandoned carts represent one of the most critical leakages in digital commerce. Brands may be aggressively spending at the top of the funnel to drive more traffic, but without plugging these bottom-of-the-funnel gaps, valuable sales opportunities are escaping. Protecting your business revenue by proactively addressing abandoned cart issues is essential. In many ways, cart abandonment is a sign that businesses are strong at awareness but weak at conversion. Until the data is analyzed, it’s difficult to know what’s causing this drop-off — it could be an issue between product view and being added to the cart, friction during the checkout process, or hesitation around delivery times or other concerns a user might have. When scaled across thousands of shoppers, these micro moments can lead to a significant leakage issue. This is particularly the case on mobile devices. With more than 50% of online shopping now taking place on mobile devices, distractions are something that all retailers need to factor into their checkout optimization. Push notifications, social media alerts, or other distractions can make shoppers abandon their experience with your brand and forget to return. Proactive re-engagement is essential to bring them back quickly to complete the purchase. ### Stagnant Performance and Rising Costs When abandoned carts aren’t re-engaged, the impact can be felt throughout the whole marketing ecosystem. Brands are left overspending on acquisition while struggling to improve on return on ad spend (ROAS), while conversion rates stagnate and cost per acquisition (CPA) continues to climb. As a result, marketing teams are often forced to justify their budgetary spending without demonstrating any real growth. With the average CPA in e-commerce coming in around $60 in 2025, costs are certainly rising for both search and display advertising. Abandoned carts only add to this overall marketing expenditure as revenue continues to be lost, making it almost impossible to hit sales targets across any digital channel. What makes this problem even more pressing is the gap between acquisition and retention of customers. Businesses paying more to acquire customers while simultaneously losing efficiency at the bottom of the funnel creates dual pressure that erodes profitability, making leadership less likely to increase budgets without proof of revenue growth. Stagnant performance not only wastes marketing budget, it also impacts morale on the team. When strategies show little to no growth, experimentation declines and risk-taking decreases to favor “safe” but not always profitable tactics instead. ### Lack of Diversification in Re-Engagement Many businesses rely on a small set of re-engagement channels, like email campaigns or social retargeting. While these are effective, these channels are also prone to saturation. As a result, audiences tune out, ad fatigue sets in, and incremental conversion decline is likely. Without diversifying re-engagement strategies, businesses are leaving significant digital ground uncovered. Consumers today browse across a wide-scale open web, from new sites to niche publications. Limited retargeting means that many brands are missing out on the environments where users are spending a large amount of time. This over-reliance on certain platforms also makes campaigns vulnerable to changes. Algorithm updates, privacy restrictions, and even temporary downtime all disrupt campaigns focused around a single channel. By spreading retargeting efforts across multiple platforms, brands can build greater resilience against these possible disruptions. Not only that, but diversification is a significant boost for brand awareness in the user experience. When a consumer sees a brand repeatedly mentioned across different platforms, it starts to reinforce recognition without triggering fatigue. If the message feels both fresh and relevant, users are more likely to re-engage. ### Untapped Content Potential for Re-Engagement E-commerce marketing teams often invest in high-quality content like blogs, buying guides, comparison pieces, and editorial storytelling to help build trust and authority. Yet, in many cases, these pieces of content are heavily under-used in direct performance campaigns. By leveraging existing content for re-engagement, brands can address consumer hesitations that may stop someone from completing their purchase. Whether it’s a guide explaining how to find the right size for you or a blog post discussing durability of a product, relevant content can be the perfect bridge between interest and action. Using existing content is also considered a softer path back to checkout than hitting users with a “Buy Now” retargeting ad campaign. Instead, brands can position themselves as helpful advisors with guidance that resonates with consumers, rather than pressuring them into a purchase. This approach also opens the door for personalization. The same shopper who abandoned a cart with a fitness product could be re-engaged with a blog post about training tips. This type of tailored experience deepens user engagement and increases the chance of conversion. ### Competitive Pressure The urgency to retarget your abandoned cart users is amplified when considering the competitive nature of online retail. Every abandoned cart isn’t just a missed opportunity for you, but a potential win for your competitor. In industries with aggressive discounting or highly substitutable products, shoppers can easily abandon a cart on your site and be somewhere else in minutes. For businesses actively looking to grow their market share, recovering abandoned carts is more than a tactical fix — it’s a defensive strategy against your competitors by investing in customer re-acquisition that translates into measurable outcomes and growing revenue. Shoppers these days have more distractions, more options, and more incentives to abandon brand loyalty for better pricing or availability. This means that every moment of hesitation is potentially dangerous for any online retailer. The brands that win aren’t simply those with the biggest budgets: Having smart recovery strategies in place and acting quickly to re-engage cart abandoners reduces leakage and prevents competitors from stealing the sale. ## Six Ways Realize Can Recover Abandoned Carts ### 1. Precision Retargeting for Abandoned Carts Realize begins with precision. By integrating our pixel across your site, Realize identifies users who have demonstrated strong intent, such as adding items to their cart or starting the checkout process. These users form the highest-value retargeting audience, the segment most likely to convert with the right nudge. Instead of spreading ad spend across broad marketing lists, Realize ensures that investment is focused on the audience most likely to deliver immediate returns. It helps you transform abandoned carts into recovered sales and maximize your campaign efficiency across all platforms. It’s this kind of approach that allows Realize users to compete against larger retailers with bigger budgets. “Retargeting on Taboola allows for buffering your CPA, while giving your other campaigns time to learn effectively,” says Jeremy Bade. “Once your main campaigns have properly learned and have allowed for some scale, it's easy to find pockets of success within your own ecosystem, without having to worry about what the larger brands are doing. If you're hitting your goals, you don't have to be the largest, you just get to scale as fast or as slow as you'd like!” ### 2. Diversified Reach for Re-Engagement What sets Realize apart is its scale. With access to more than 9,000 premium publisher sites such as Yahoo, Apple News, and MSN, Realize lets your business reconnect with abandoned cart users across billions of impressions in the spaces where they already consume content. This diversification not only means that your ads appear outside of saturated social feeds — it allows users to see your brand in trusted editorial environments. With this visibility in multiple contexts, Realize combats ad fatigue, extends reach, and increases the likelihood of recapturing high-intent audiences. “Our creative shop team has given guidelines for different creatives types based on targeting parameters, which helps with ad fatigue,” says Bade. “Retargeting is low-hanging fruit, so creating assets specific to retargeting is a great way to call out customers even more clearly.” Some marketers may worry that diversifying their re-engagement channels might overextend their budget or spread their campaigns too thin, which is why Bade recommends creating the audience in Taboola, using the traffic generated there. “The number of site visitors will increase due to the amount of clicks,” he explains. “I always wait about two weeks prior to starting retargeting. Just retargeting every channel with no plan can spread you thin, so you have to look at your engagement metrics — like site visits and add to carts — prior to assessing which channels make the most sense to retarget customers.” ### 3. Content-Driven Re-Engagement One of Taboola’s greatest strengths is its “advertorial” format, which allows your business to re-engage users by promoting valuable content like blog posts or guides. The ability to blend content and performance through Realize means that you can win back users with both direct product advertising, and valuable, informative content simultaneously as an alternative entry point back to your site. This is an effective strategy in high-consideration categories where shoppers want reassurance before completing a purchase. Rather than pushing a direct offer, you can use content to educate, build trust, and reduce friction for shoppers. By delivering this value first, you position your brand as a partner in the decision-making process, increasing the chance of a user returning to their cart and converting. ### 4. Intelligent Algorithm Optimization for Conversions Realize goes beyond static targeting with advanced algorithmic optimization. Campaigns begin by learning from immediate signals received once the pixel is installed, such as “add to cart” or “start checkout,” and gradually evolve to optimizing campaigns for completed purchases. Over time, the Realize algorithm identifies placements, audiences, and formats that will deliver the best outcomes for your campaign. This intelligent learning loop not only drives higher conversions overall, but also improves cost efficiency across digital campaigns. ### 5. Flexible Ad Formats and Geo-Targeting for Retargeting In performance marketing, creative flexibility is key. With Realize, you can deploy ads in a range of formats such as static images, motion ads, or videos to capture user attention. Combined with geo-targeting features that segment users into location-based groups, you can flexibly tailor your campaigns to specific markets, focusing on regions with the highest potential value. ### 6. Dedicated Support and Strategic Partnership Cutting-edge technology is only part of the equation. Realize is backed by Taboola’s team of experienced account managers, who bring hands-on experience to every campaign. From diagnosing performance challenges to refining your creative strategies, your dedicated account manager ensures that campaigns remain aligned with business objectives and goals. For performance marketers, Realize is more than another marketing automation platform: It’s a strategic choice that comes with a dedicated partner who understands the nuances of retargeting and how to maximize the value of every impression. ## Key Takeaways Abandoned carts are one of the largest leakage areas in the e-commerce sales funnel, but Taboola’s Realize tool provides the support you need to bridge the gap between hesitating shoppers and a sale. In today’s competitive market, abandoned cart recovery is not only about improving metrics, but defending your existing market share and protecting profitability. If your team is ready to recover lost revenue, reduce CPA, and turn your intent into action, contact Taboola today to see how Realize can transform your abandoned cart strategy into a driver of profitable growth. --- ### Optimizing the Lead Funnel for Conversion at Scale: Insights from Xevio URL: https://www.taboola.com/marketing-hub/lead-funnel-optimization/ Last Modified: 2025-09-01 09:24:35 In the third and final part of our series on lead generation with Xevio co-founder and CEO, Nadim Kuttab, we’re looking at how to approach end-to-end optimization of your lead gen funnel, from initial ad impression to final conversion. This involves a more holistic view of the customer journey and financial outcomes, rather than isolated campaign metrics like cost-per-lead: Think not just tactical optimization, but strategic business growth. When you talk about building a funnel from scratch for lead generation, what are the foundational steps, and how do you define success at each stage? I’d give the same advice as when we talked about content strategies for high-quality lead generation — having a clickable trigger question followed by a couple more concise clickable things, then asking for personal data. How do you approach A/B testing across the entire lead funnel, from ad creative to landing pages, to continuously improve conversion rates at scale? We use a tool called Voluum — it's a native tracking tool. It can be used for other things, but it's built for native and we're constantly rotating in tests. At any given point in time, we might have between two and five different pieces of content live per campaign and one to three different lead forms per lead gen campaign. We're constantly trying to see what thread of ad, publisher, content piece, and lead form is driving the best ROAS for us and for our clients. So, how do I approach AB testing? We test everything all the time — that's it. If you find something that works, scale it while on a small budget and try to find the next big thing. That's essentially our testing philosophy: Always testing, but not blindly. I see a lot of companies just 50/50 splitting their traffic between different pages at random. Do it systematically: Have 90% or 95% of your traffic go to things that have been proven to work, but always have a little bit of traffic that explores newer things. Doing it at an even mix is a terrible idea unless you're starting from scratch. You have to buy data to see what works. As you know, Realize offers tools like Pacing Health Score and Custom Rules. How can performance advertisers leverage these features to optimize their lead generation campaigns efficiently? Custom rules — we call them parachute rules — are always a good idea. If you’re just one person, or a person who likes to have their days off or their evenings to themselves without their laptop open, set custom rules that essentially catch your campaigns when they fail. Say, if CPA goes above 2x your target and spend is above X a day, it should stop. That limits your losses when tracking breaks, or when there's some sort of tech issue. Yesterday or the day before, there was a huge outage from one of the bigger trackers out there. Three hours of data, wiped out! If you didn't react, those three hours of clicks were sent into the Nether. Realize's Custom Rules to catch the campaign when that happens would have saved you money and time. What are common bottlenecks or drop-off points you've identified in lead generation funnels, and what are your go-to strategies for fixing them? Using a crappy form, or a form that comes from Google or Meta and not adapting it to native or content-based marketing in general, can really halve your efficiency. It's unbelievable how much money can get lost with a bad form. A lot of people use unoptimized forms, or try to build their own rather than using off-the-shelf solutions like HeyFlow that cost $100 or $200 a month, but just work. There's a lot of firepower behind those servers — they’ll last if you scale up, right? Trying to save $5 in hosting costs by building your own form will cost you dearly if things go wrong. For another bottleneck, the first question on your form is a huge one. Don't ask complex first questions, I cannot stress this enough. As you advised when we discussed content strategies for high-quality lead generation, the form should be mostly clickable rather than typable. Exactly. Our go-to strategies are to look at where drop off rates are bad, then split test different things to see if we can improve them. Sometimes it's actually not a bad thing if your drop off rate is higher at the beginning, because then it tends to taper down towards the end and you might have a better conversion rate overall on the form if you filter people a bit more aggressively. But, again, it's so scenario-specific that it really depends on the product, where you're running it, how you're running it, etc. I'd say look at the data, optimize based off of the data, but don't be too obsessed with trying to squeeze 5% more out of the first question because, at the end of the day, it might actually be counterproductive. How do you ensure that scaling lead generation efforts doesn't compromise lead quality or significantly increase CPA? There is always going to be a plateau. At some point, it’s not worth putting a dollar more in because your efficiency decreases. That plateau can be $5,000 a day, it can be $100,000. It’s never $500 a day. If you’re seeing it plateau that low, there is something wrong with your funnel or your media buying strategy. Beyond immediate conversions, how do you factor in metrics like Lifetime Value (LTV) and Return on Ad Spend (ROAS) when optimizing lead generation funnels? As I mentioned when we talked about AI-powered lead generation, any data we can get back from the call centers or anything else that happens post-lead is massively valuable in helping us squeeze out more from the campaigns. The quicker we’re able to get the data into the click level analysis, the better we are at managing traffic that converts. One last thing on that topic: It really depends on the client. Some clients have built these huge models, but they're built on Google, so when you apply them in native, they fail. I've seen this time and time again. The best way to do it is start slow, spend a couple grand, see how it converts. If it shows promise, continue spending more. Don't 100,000x your budget overnight. With lead gen, it's a slow but steady burn: With e-commerce, you can be very aggressive, but with lead gen, you have to be a bit slower because there are so many factors in extracting value out of a lead. The initial metrics might look good, but then the revenue is zero — that’s not good if you're spending $100,000 a day. What role does post-conversion follow-up or nurturing play in maximizing the value of generated leads, and how does that influence your initial funnel design? You lose 20% of a lead’s value if you call them after 12 minutes versus after 30 seconds. You start losing 20% more if you take from 12 minutes to 30 minutes. So, you’ve lost 40% of a lead’s value if you don’t call them within 30 minutes. That’s wild! So, obviously, a quick follow-up (or AI validation, or whatever) is incredibly important for keeping people warm. They’ve just filled out a form, they don't want to wait three days to hear back from you, because the truth is, most likely you won’t be the only form they filled out, and they will not remember who the hell is calling when you call them three days later. For advertisers looking to scale their lead generation on the open web, what's the single most important piece of advice you can offer for funnel optimization? With lead generation, you should be very fast at optimizing. You have a relatively low CPA compared to e-commerce or higher ticket items, so start slow and increase gradually as you get more confident in the data that you're seeing. I've seen a lot of lead gen people come in with very big budgets and then realize, “Oh crap, we're not on Google. We're not on Meta. This is a different channel, we need to approach it differently.” We've been able to compete with Google and beat Meta almost consistently across our portfolio of lead gen projects — Realize offers unmatched quality if done right, but it is a very slow burn. I’ve yet to see a lead gen project that’s ticked all the boxes right off the bat. There's always something that has to be optimized, whether it's lead quality, price, sources, content, whatever. There's something that needs to be fixed along the way. With e-commerce, we've had campaigns that have launched overnight and done well, but that never happens with lead gen, ever. It's always going to take longer because there's so many pieces involved. So, just hold steady! --- ### Discover When Your Users Are Most Likely to Engage With Holiday Ads from Realize Data URL: https://www.taboola.com/marketing-hub/realize-data-backed-holiday-peaks/ Last Modified: 2025-09-16 07:36:54 When it comes to holiday advertising, timing is everything, especially when you’re planning your campaigns and budgets for maximum return. Advertising and marketing teams have to carefully weigh when to start advertising ahead of a specific holiday or set of holidays and gauge which time periods are likely to be most profitable. It’s a balancing act between starting ads too early versus too late, and giving each holiday the right amount of effort. To succeed at holiday advertising, then, analyze your own data, such as looking at owned traffic trends to understand user behavior on your site. You can also use Realize data that examines peaks and declines around the holidays and tie that information back to your own digital timelines — you’ll find the latest data represented in the graphs below, spanning 2023 to 2025 and reflecting the relative traffic peaks per holiday shopping event, as measured by ad clicks. Check out which shopping days capture the most engagement, and when their particular peaks are, so you can plan accordingly. ## How to Plan for Holiday Shopping Engagement Throughout the Year Generally, marketers should prioritize ad spend and campaign development around high-traffic holidays. Digital holiday events include the big ones — Black Friday, Cyber Monday, and Christmas — as well as a range of smaller holidays throughout the year that present opportunities for retail marketers. Make sure to front-load campaigns, starting promotion at least two to four weeks ahead of major holidays, creating urgency and exclusivity around top-performing holidays to capitalize on intent. You can get even more specific on when to start advertising to capture user attention with our trends data. Here’s what Realize showed us for the top holidays and their traffic peaks as compared to Black Friday, the busiest shopping day of the year: NOTE: The following distribution represents the relative click trends observed across the dataset’s diverse ads based on holiday event. With Black Friday as the top shopping day (~4 times more clicks than Cyber Monday), these other holidays show the relative potential peaks for shoppers, and the best times for advertisers to start running campaigns. These peaks vary widely among events, with consumers starting to research and purchase anywhere from three months ahead for Black Friday to the same day for St. Patrick’s Day. Seasonal gifting triggers peaks, too, for certain events: These days, like Valentine’s Day and Mother's Day, can bring decent traffic for advertisers, albeit much lower than the main events. ## Time Your Holiday Shopping Ads: Realize Data-Backed Engagement Peaks So, what’s the ideal time to start advertising for each of these holidays? Let’s get into the data. ### Black Friday Date: Fourth Friday in November. Duration of the peak: Two months. The year’s biggest day for shoppers can and should be the biggest day for retailers, with well-timed ad execution. In both of the past two years, the peak is two months ahead of the event, which means advertising starting in late September is perfectly reasonable to get shoppers’ attention. ### Christmas Day Date: December 25. Duration of the peak: Two to three months. The wishlists may have been checked off and gifts may have been opened, but Christmas Day is still the next busiest shopping day after Black Friday. In 2024, consumers started paying attention three months ahead (compared to two months the previous year), so starting early and offering targeted deals is a great bet. ### Cyber Monday Date: Three days after Black Friday. Duration of the peak: Two to three weeks. Cyber Monday, a somewhat newer event on the holiday shopping calendar, aims to capture shopper attention online after a presumably busy in-person retail weekend. Its engagement peak is quite a bit shorter than Black Friday or Christmas — two weeks last year, and three in 2023. Advertisers can consider running targeted ads and offers, such as focusing on fast shipping and convenience, with less lead time than others in the holiday marketing mix. ### Halloween Date: October 31. Duration of the peak: One to one and a half months. Halloween shoppers are often looking for fun, unique costumes for trick-or-treating and parties, deals on candy, and decorations for their houses and lawns. Last year, consumer interest started a month and a half before the event, so mid-September isn’t too early to target audiences with engaging creative and copy that aligns with the holiday’s themes. ### St. Patrick’s Day Date: March 17. Duration of the peak: Less than one day to 10 days. This holiday has a short lead time compared to others — the longest was last year at 10 days, while before that it was a same-day event. Shoppers might be looking for activities or items for school-age kids, or accessories for parties or bar-hopping. Target your audience carefully with themed creative to see your own sales peak on this holiday. ### Thanksgiving Day Date: Fourth Thursday in November. Duration of the peak: One to one and a half months. This U.S. national holiday sees groups of family and friends gathering, so housewares and food and beverage purchases top the shopping lists. Once the turkey’s been served, consumers quickly turn their attention to the main event: Black Friday and the busy month that follows. Some retailers may start their deals on Thanksgiving Day itself, both online and in-person. Use what you know about your audience to create discounts or offers on this day. ### Valentine’s Day Date: February 14. Duration of the peak: Two weeks to one month. This quick, one-day holiday is a big one for gifts, and in the past two years, consumers have started browsing and shopping a month ahead of time. Flowers, candy, and jewelry still top lists, as well as projects and cards for school-age children. Use the targeted timeframe to try out some eye-catching creative and copy. ### Memorial Day Date: Last Monday in May. Duration of the peak: Two weeks to one and a half months. Often tagged as the unofficial beginning of summer in the U.S., this holiday revolves around outdoor activities like barbecues, with food and beverage purchases made along with outdoor furniture and pools or pool accessories. It’s also a chance to try some red, white, and blue or other patriotic creative in interesting ways. This holiday is a popular one for auto makers and dealerships, too, who can offer special discounts ahead of the summer travel season. ### Mother’s Day Date: Second Sunday in May. Duration of the peak: One to one and a half months. This gift-centric holiday includes products as well as experiences like dining out or spa treatments. Last year, the peak was about a month ahead of the holiday versus a month and a half in the years before, so consumers start thinking about this day fairly early. Get ahead of that peak with special offers and thoughtful copy. ### Boxing Day Date: December 26. Duration of the peak: Three weeks. This U.K., Australia, New Zealand, and Canada holiday the day after Christmas continues the bigger holiday shopping season, with retailers offering post-holiday sales and end-of-year clearance on everything from beauty and clothing to electronics and home goods, along with luxury items. The peak in the past two years has been about three weeks, so consumers may be considering treating themselves post-holiday. Include this in your broader holiday ads plan to capture interest even after Christmas has ended. ### Father’s Day Date: Third Sunday in June. Duration of the peak: Two weeks to one month. Father’s Day shoppers started engaging with ads about a month ahead of the event in the past two years. Similar to Mother’s Day, this one-day event involves gifting and experiences, and advertisers can experiment with fun, thoughtful copy and appropriate offers for the day. ### New Year’s Day Date: January 1. Duration of the peak: One and a half months. The holiday season has ended, and a new year begins, offering advertisers a lot of room to be creative in their ads to reflect the spirit of resolutions and new beginnings. In the past two years, the peak for New Year’s Day consumers was a full month and a half beforehand, so the shift to a new mindset starts emerging in November. These shoppers may still be looking for great post-holiday deals along with wellness, fitness, and other goal-setting-related purchases. ### Back to School Date: September 1. Duration of the peak: Three weeks. Back-to-school season is approximately September 1, though it may be a bit earlier or later, depending on the region. The consumer peak for this event is about three weeks, so early August is the right time for advertisers to start using relevant copy and creative and calling out any special deals or offers for students of all ages. ### Amazon Prime Day Date: Mid-July. Duration of the peak: One week to one month. Amazon’s Prime Day has expanded to a full four days, and offers businesses an opportunity for a sales spike in midsummer. As the event has grown, so has consumer awareness and browsing ahead of the event. In 2023, the peak was 10 days, while in 2025, it was a full month. If you’re taking part in Prime Day, get started early to target your audience and generally make sure your offers are on your users’ radar. ### Independence Day Date: July 4. Duration of the peak: Three weeks. This midsummer U.S. holiday sees the consumer purchasing peak about three weeks ahead of time. Advertisers in food and beverage can take advantage of the holiday with special offers and discounts, and larger purchases like cars, outdoor furniture, or grills are popular. Themes of patriotism and history are relevant on this day, so see how you can reflect that uniquely in your creative. ### Presidents’ Day Date: Third Monday in February. Duration of the peak: Three days to three weeks. This holiday is a smaller event, with, most recently, a three-week peak for consumers. This holiday often sees specials on things like mattresses, appliances, and furniture. Winter clothing and items like ski gear may also have special offers during this time, so consider how you might target this one-day event wisely. ### Juneteenth Date: June 19. Duration of the peak: Four days. Juneteenth is a newer federal holiday in the U.S., offering advertisers another summer event to highlight items like outdoor furniture and decor, and food and beverage. This holiday also offers a chance for books, media, and other items for education on this Black history event. Consider how to balance celebration and reflection in your ads. ### Labor Day Date: First Monday in September. Duration of the peak: One to two weeks. The end of summer holiday also usually overlaps with Back to School, so you might combine the two or highlight one over the other, depending on your products. Labor Day often sees sales on outdoor gear like grills, and big appliances like refrigerators usually have sales since new models come out in September and October. You can try various creative approaches, depending on your products and how you’d like to position this event. ### Martin Luther King Jr. Day Date: Third Monday in January. Duration of the peak: 11 days. This winter holiday is educational and historical in the U.S., with a peak of 11 days before the event last year. In recent years, streaming services have also offered special deals on or around this day, and some retailers may start TV purchase offers now ahead of the Super Bowl in early February. Though a smaller holiday, you might consider a campaign with targeted celebratory and informational creative. ### Veterans Day Date: November 11. Duration of the peak: Five to seven days. Veterans Day in November is ahead of the holiday season, but has developed its own themes around celebrating military service. Consumers may shop for discounted restaurant meals, clothing, and home improvement goods at retailers, with special offers for veterans and active-duty military personnel. There’s also a creative opportunity for patriotic colors and American flags. ## Key Takeaways Mistimed campaigns risk being buried in ad noise. Make sure you don’t start your efforts too late, and remember that every holiday is different. Don’t ignore post-holiday events like Christmas Day or smaller but gift-centric holidays like Valentine’s Day. Digital marketing demands precise timing and data-informed decisions to succeed in crowded marketplaces during shopping events like the holidays. Realize captures specific trends and data points so that advertisers can make the best decisions for their own budgets and campaigns to get the most out of audience attention during these busy times. ## Frequently Asked Questions (FAQs) ### What time of year do people shop online the most? Generally, the time between Black Friday (the fourth Friday in November) and New Year’s Day is the busiest online shopping period. As the Realize data shows, other holidays are still valuable for advertisers to target, especially if they time their offers right. Smaller holiday events like Amazon Prime Day, Mother’s Day, or Back to School can all offer a lot of opportunity when timed and targeted correctly. ### What is the most popular shopping day during the holiday season? Black Friday tops the list in terms of busy shopping days, as it kicks off the holiday shopping season the day after Thanksgiving in the U.S. Started as an in-person event to draw shoppers into stores as early as Thanksgiving evening, it’s grown broadly online, too. Retailers target this day with special deals and offers, targeting users for peak sales. Last year, 81.7 million consumers shopped in-store on Black Friday, with 87.3 million shopping online. ### What are the trends in holiday spending? For the 2025 holiday season, research found that 53% of shoppers plan to spend about the same amount that they did in the 2024 holiday shopping season, which was a record-breaking year. You can use Realize to discover details on peak times for advertisers to capture holiday shopping timing, and our Trends tool can offer guidance on headlines, trending topics, and more. --- ### Best Marketing Campaign Management Software Options URL: https://www.taboola.com/marketing-hub/marketing-campaign-management-tools/ Last Modified: 2026-01-13 10:34:22 Are you still managing your marketing campaigns the old way, with hands-on A/B testing, siloed tools, and campaigns that presume to be full funnel but don’t reach anyone’s heart? Automation tools, artificial intelligence, and full-service campaign management platforms can take over the mundane or repetitive tasks so your team can work on developing the best creative, speak directly to your target audience, and improve your ROI in less time. ## Eight Best Campaign Management Tools Software Best for Campaign channel Features Pricing HubSpot Social media, email, and content management. Email, social media, inbound. Marketing automation, ad management, CRM, email marketing, social media scheduling. Free plan, paid plans start at $9/mo for individuals, $800/mo for teams. Zapier Integration between web apps. Email, inbound. Unlimited app integrations, AI-powered automation. Free plan, paid plans start at $19.99/mo. Monday Project management. Cross-platform through open API. Customer service, campaign management, project management, unlimited APIs, AI-powered tools. Free plan for up to 2 seats, Basic plan for $9/mos., Standard plan $12/mos., Pro plan for $19/mos. per seat, with custom Enterprise plans available. Nutshel Those looking for an easy-to-use CRM. Email, web, SMS, social media, WhatsApp. CRM, real-time reporting. Starts at $19 per user per month, up to $89 per user per month. 14-day free trial. Zoho Integrating all business functions under one service. Email, social media, web, business listings, webinar. CRM reporting, marketing automation, email, password management, etc., with 41+ business operations in all. 30-day free trial, pricing from $37/month per employee for Zoho One. $14/month for Zoho Marketing Automation, Standard plan, with up to 10 users at 1,000 contacts. Salesforce Most familiar CRM. Email, web, e-commerce, social media, SMS. Email integration, CRM, AI, personalization, Slack integration. 30-day free trial, $25/month per user for Starter Suite, $100/month per user for Pro Suite. Adobe Experience Manager Content creation and management. Web, mobile, apps. Easy content creation, form creation. No pricing published. Realize Performance marketing. Omni channel, native advertising. Draws on proprietary, first-party data, delivers highly targeted ads using AI, AdMaker suite makes content creation easy. CPC. ### 1. HubSpot A tried-and-true solution in the CRM and marketing space, HubSpot is best for marketers looking to manage email and social media campaigns. Larger packages for enterprise-level solutions combine multiple tools for marketing, sales, and customer service. HubSpot is best known for its email marketing and social media management tools, but also incorporates meeting scheduling for sales, ad management, and more. Prices range from a freemium version with limited tools for a single user up to custom, enterprise-level packages starting at $3,600 per month. HubSpot users tend to love the advanced capabilities and ease-of-use, but smaller teams often bemoan the lack of features within the lower tiers. ### 2. Zapier Zapier automates repetitive tasks across marketing and project management platforms without the need for complicated coding, and is good for organizations that want to streamline workflows. Zapier is great for internal functionality, but can also operate across channels, including email, social media, web advertising, and more, through integrations. Although it has an easy to use interface, it can get expensive for enterprise organizations. Plus, if you’re looking for real-time monitoring of campaigns, you’ll have to look elsewhere. ### 3. Monday Best known as a project management and workflow tool, Monday delivers a suite of products to manage CRM functions, IT helpdesk and customer service tickets, software development, workflow and project management, and more, all leveraging AI to streamline and automate tasks. Prices range from a free-for-life version with up to two seats, to three options for pay-per-seat plans, as well as enterprise-level custom plans to meet the needs of any size organization. Customized dashboards and real-time campaign tracking require no coding skills. Reviewers like Monday’s user-friendly interface and real-time collaboration capabilities, but Forbes Advisor noted that the free and basic plans are lacking in administrative features. ### 4. Nutshell If you’ve tested several CRMs and found many of them complicated to use, Nutshell might be the best marketing campaign platform for your organization. Affordable and user-friendly, Nutshell Sales delivers a variety of features to track sales and marketing across platforms and campaigns. Nutshell All-in-One combines email marketing, CRM features, invoicing capabilities, SMS, and web chat, and various marketing functions. All Nutshell Sales plans include AI chatbot and SMS tools, as well as landing page and form builders. Users can start with a 14-day free trial and then pick from one of five plans, ranging from $19 per user per month up to $89 per user per month, with savings if you choose an annual plan. Only the most expensive package, Enterprise, offers API support, however, which could be a deal-breaker for some users, but all plans include ChatGPT and Claude App Connections. ### 5. Salesforce One of the original CRMs, more than 150,000 companies, including many Fortune 500 firms, rely on Salesforce for sales and marketing integration. Salesforce offerings fall into three categories: Salesforce Marketing Cloud, Sales Cloud, and Service Cloud. Salesforce is widely recognized as the #1 CRM, but some companies may find it too robust for their needs, so the company offers a variety of products that integrate to meet the needs of any size organization. Salesforce’s Starter Suite is tailored for small businesses, combining sales, marketing, e-commerce, and AI agents to allow sales and marketing teams to work more efficiently. Salesforce integrates with common workplace apps, and small business users will enjoy having sales, service, and marketing on a single, integrated platform, with add-ons available to scale capabilities as your business grows. ### 6. Zoho Like Salesforce, Zoho offers a comprehensive suite of products that combines CRM, email, helpdesk support, project management, an online password manager, and more for businesses of every size. Zoho has more than 130 million users across the globe. Unlike many CRM platforms, Zoho One can also incorporate human resource functions, legal, and bookkeeping/accounting and payroll. Undoubtedly robust, with real-time collaboration features, Zoho One includes 45+ business apps with centralized administrative control and mobile management capabilities. Having so many features can make it too complex, and pricey, for some small businesses, however. You can sign up for a free 30-day trial of Zoho One or any of the individual services, and after that, plans start at $37 per month, per employee, paid annually, for Zoho One. Zoho Marketing Automation starts at $14 per month, billed annually, for up to 10 users and 1,000 contacts with a Standard Plan and goes up to $1,349 per month for up to 25 users and 500,000 contacts. ### 7. Adobe Experience Manager Many people think of Adobe as a publishing software, with Acrobat being the first service that comes to mind. Adobe Experience Manager is a complete, multichannel content management system that works across web, mobile, and apps. With automation and content creation tools, the platform allows you to create, manage, and optimize omnichannel campaigns and create easy-to-use forms for lead generation and digital enrollments. Adobe’s cloud native service offers complete customization to scale with your business or specific campaigns. Adobe doesn’t publish pricing on its website, so it’s best to request a demo if you’re interested in exploring the platform. ### 8. Realize Realize is a unique, AI-powered tool for campaign management within Taboola’s advertising platform. Realize goes far beyond native advertising, allowing users to scale display campaigns and reach bottom-of-the-funnel buyers on the open web. Focusing on the action stages reduces customer acquisition costs (CAC) while boosting the return-on-ad-spend (ROAS). Rather than pricey monthly subscription costs, with Realize, you only pay for results. Best for performance marketing at scale, the platform uses advanced tools like automated A/B testing, predictive AI scoring, and real-time campaign monitoring. Users can track results, dial in, and double down on the most successful content for better outcomes. Realize also utilizes 17 years’ worth of proprietary data to reach the right audiences at the right time, and makes it easy to craft custom creative assets that move people to action, all while offering centralized management for multiple campaigns. ## What Is Campaign Management Software? Campaign management software is a platform that helps manage every aspect of your digital marketing campaigns. The best campaign management software automates and optimizes elements of every campaign, providing real-time analysis so you can adjust your audience, creative, or placements on-the-fly for better results. ## What Features of a Marketing Campaign Software Are Important? Companies may look for different features in marketing campaign software depending on their specific needs and the platforms and audience they want to reach, but the best marketing campaign software should deliver the following features: ### Multiple Options and Formats for Creative Most companies don’t rely on a single touchpoint for a successful marketing campaign. You want to reach audiences through social media, email, text, and on the open web, to name just a few. The best marketing software allows you to create content in the form of native advertising, display ads, vertical ads, video, and more. ### Allows You to Repurpose Assets for Multiple Platforms Marketers know that repurposing content — turning long-form blog posts into social media assets, compiling articles into an e-book, or even creating a video from a social post — saves time and money. Most marketers (94%) repurpose content, and nearly half (46%) of those say they see the best results from repurposing content to different media platforms, rather than creating new content or updating existing content. ### Intuitive to Use Your marketing team should spend its time on strategy and content creation — not learning a new software platform. The best campaign management software should be easy and intuitive to use. It should also provide tailored one-on-one support when you need it to help you maximize every campaign. ### Effective Predictive Audience Targeting Your marketing campaign won’t be effective if it’s not reaching the right people. Look for a platform that uses first-party data, along with advanced AI, to deliver better results. ### Automation and AI Marketing campaign software should make your job easier by automating functions for best results, with AI-powered tools that help you stay ahead of competitors. ### Performance Analytics When you find creative that works, you want to double down to boost your results. At the same time, you need to shift gears if you’re throwing money away with ineffective creative or the wrong media channel. Your marketing campaign software should make it easy for you to gauge results with real-time performance analytics, helping you keep pace with a fast-changing market. ### Collaboration Tools Many hands can make for light work — or a disjointed mess when you’re conceptualizing and developing creative for your campaign. On-platform collaboration tools can streamline content creation, approvals, and buy-in so you can get your campaigns out there faster. ## Campaign Management Software: Pros/Cons Pros Cons Centralized control of campaigns. Not all software offers real-time monitoring. Manage ad spend efficiently. May come with high costs, especially at the enterprise level. Collaborate with teams. Some platforms have complex onboarding requirements. ## Benefits of Using Campaign Management Software ### Automate Workflows for Efficiency Today’s AI-powered CRM software allows teams to seamlessly automate workflows for efficiency. Your creative team doesn’t have to be adept at coding to integrate and connect various platforms, and they can instead focus on content, while the software seamlessly measures results. ### Integrate Functionality Across Apps Today’s best ad campaigns run across multiple channels: social media, email, even SMS. Campaign management software can integrate these tools and apps to maintain consistent messaging and measure results across channels. ### Track Results in Real-Time for Better Campaign Performance With access to AI-powered analytics, marketing campaign software allows you to track results in real-time and adapt on the fly to maximize conversions. ## Considerations With Using Campaign Management Tools ### Know Your Goals Before investing in any software, it’s important to understand your holistic goals. What do you want to achieve? Many marketers today aren’t looking for a full-funnel approach — they want to reach buyers in consideration mode and ready to convert. Your software, and your ad spend, should focus on those results. ### Understand Integrations What software are you already using? If you bring something new into the mix, will it integrate easily? ### Watch for Hidden Costs Major complaints of software like Zapier and HubSpot are that prices rise as you need increased capabilities. On the other hand, smaller teams may find the basic packages don’t deliver the functionality they need. ### Know Your Team’s Comfort Level Some campaign marketing tools require extensive onboarding or ongoing training as features expand. Find out what kind of help is available: Are experts on-hand to assist? ## How to Make the Most of Your Campaign Management Software for Growth (Best Practices) ### Establish Clear Campaign Goals You can’t improve what you don’t measure. Lead gen, engagement, and conversions are all worthy goals, but only one, conversions, puts money directly in your pocket. Be willing to spend money to convert your audience at the consideration stage of the sales funnel. ### Know Your Audience Dialing in on your audience, and segmenting it based on demographics, needs, or where they are in the sales funnel, can help maximize results. Create content that speaks to their pain points and showcases what makes your offerings different, and reach your audience on the platforms where they will see it and engage with it, to maximize your ROI. ### Test and Optimize for Performance Not every campaign performs perfectly right out of the gate. That’s why A/B testing and analytics are so important. ### Turn to the Experts for Help Any effective campaign management software should have a team of experts available to guide you via phone, email, or chat. Lean on them for guidance! ## Key Takeaways Choosing the right campaign management tools for your company depends on your budget, needs, and company goals. Software that identifies and addresses audiences in the later stages of the marketing funnel will drive meaningful outcomes and help maximize your ROI. ## Frequently Asked Questions (FAQs) ### Which software is best for advertising? The best platform for advertising is down to your specific needs, but should ideally provide real-time campaign management, AI-powered capabilities, and centralized management for multiple campaigns. You should be able to launch campaigns quickly and reach customers in the conversion and action stages, so you’re paying for results, not just visibility. ### What is a CRM campaign manager? A CRM campaign manager is someone who uses data and tools within the CRM platform to optimize workflows and maximize results across multiple channels. ### In which tool are campaigns created and managed? Marketers can create and manage ad campaigns in their CRM, or customer relationship management software, or in specialized platforms for performance marketing campaigns. --- ### Data-Backed Consumer Insights for Cyber Week 2025 URL: https://www.taboola.com/marketing-hub/cyber-week-insights/ Last Modified: 2025-10-15 07:14:51 For retailers, each year typically ends with one final blowout, with the period between Thanksgiving and New Year's Day bringing in 19% of retailers’ annual sales, on average. But, that puts significant pressure on business owners to come up with a strategy to maximize their efforts for the holiday shopping season. By looking at recent data alongside emerging trends for the fourth quarter of 2025, you can build a plan that makes the most of the year’s biggest shopping season. ## The Holiday Shopping Timeline When does the holiday shopping season kick off? If you see Black Friday as the starting line, you aren’t alone, but while Thanksgiving weekend remains the top traffic and conversion period, in 2024, major traffic spikes happened as early as Prime Big Day Deals, which was October 8-9. Fall sales also brought another uptick in traffic in mid-October, with big sales from Hoka and Nordstrom. For 2025, expect that pattern to continue — 27% of U.S. adults start shopping Cyber Week deals in October, with another 26% beginning in early November. Another misconception is that Cyber Week brings the majority of holiday sales. In 2024, merchants continued earning through the end of the year, with a sharp dip just before Christmas. Sales surged again briefly in the week after the holiday, demonstrating a missed opportunity for those retailers who cut off their marketing plan too early. Well-timed gift guides can help extend Black Friday into the holiday shopping season. In 2024, gift guides were a top performer, and shoppers leaned heavily into them for ideas across all recipient and interest types. ## Best Time to Publish The holiday season is hectic for most consumers as they add festivities, shopping, decorating, and planning for houseguests to their already busy lives. For that reason, it can be tough to reach customers with your social media posts in the final weeks of the year. In the last quarter of 2023, Wednesday was the top-converting day for editorial content. That differed during Thanksgiving weekend, of course, with Black Friday converting the highest. Marketers should also pay attention to the best time of day to post: Overall, 3 p.m. Eastern Time worked best during the holiday shopping season, but on Black Friday, activity spiked at midnight. By scheduling promotional content for peak activity times, you can maximize your holiday marketing efforts. If you have flash sales or activity guides you’re launching, consider scheduling your posts for midweek and midafternoon. ## Types of Content That Worked Looking at the top 200 articles posted during the 2024 holiday season, four major content types drew the most interest: ### “Best of” Content “Best of” lists continue to attract shoppers looking for curated recommendations. In the final quarter of 2024, top-performing content included listicles highlighting home decor, holiday decorations, and gifting ideas. These roundups work best when they mix trending high-quality and affordable items that help readers make well-informed buying decisions. ### Gift Guides Gift guides continued to show high engagement in 2024 after topping our list in 2023. Successful roundups included those that organized by recipient and interest, while consumers also responded well to gift guides highlighting subscription boxes. The easier you can make things for your followers, the more they’ll learn to lean on you for help with their shopping. Once you’ve launched your gift guide, pay close attention to pricing changes. You can update your guide regularly with the new prices, giving you yet one more chance to share it with your followers. Don’t forget to use affiliate links for an additional holiday season revenue stream. ### Black Friday Deals Black Friday content saw results throughout October and November in 2024. Top performers included Walmart, Dyson, Carhartt, and Nordstrom, all of whom offered early access to deals. Roundups of deals also did especially well, showing that shoppers want to know where to find the biggest savings. For 2025, focusing your Black Friday coverage on early promotions and standout offers is key. ### Sales Roundups General sales content is also popular with consumers looking to save. In fact, Black Friday and general sales articles outperformed Cyber Monday content, showing that interest peaks at the start of Cyber Weekend. For best results, highlight limited-time offers and retailer-specific discounts to drive urgency and encourage conversions. ## Mobile Optimization Mobile shopping increased by 18% during 2023’s Amazon Prime Day, showing the value of prioritizing user experience. As with other times of the year, it’s important to ensure your site is optimized to capture mobile shoppers, whether they’re sitting at home on the sofa or standing in line to make other Black Friday purchases. In addition to mobile friendliness, you should also make sure you’re offering your customers a variety of ways to pay. Try to eliminate any barriers that can keep a visitor from converting. ## Generational Shopping Trends Generation Z and millennials play a pivotal role in holiday sales, but how they shop sets them apart from older demographics. 14% of millennials say they’ll buy a gift directly through an online ad, which is the highest of any generation. Meanwhile, 35% of Gen Z will make their purchases through social media, making platforms like Instagram and TikTok critical touchpoints. Social media doesn’t just drive direct purchases, though: Gen Z shoppers are 125% more likely than any other generation to say that something they saw on social media influenced their holiday buys. These younger generations are spending more, too, with 29% of Gen Z and 25% of millennials planning to spend more this year. Gen X and Baby Boomers, meanwhile, remain cautious. ## Simple, Deep Discounts Once again, deals will drive holiday purchase decisions in 2025. A majority of shoppers, at 55%, say discounts, coupons, and promotions are the best way to win their money. Deals even rank ahead of convenience, at 43%, and product reviews or ratings, at 35%. As you’re planning promotions, focus on keeping them clear and compelling. Straightforward discounts remain the most effective way to stand out during the crowded holiday shopping season. ## Budget-Conscious Shoppers in 2025 Concerned about the economy, some holiday shoppers plan to be more cautious in 2025, particularly older generations, as noted above. That doesn’t mean they’ll stop spending altogether, though: More than two thirds of shoppers say creating a budget is important, and over half plan to stick with the budget they create, but an impressive 90% still claim they’ll spend the same or more than they did last year, with 35% saying they’ll top last year’s spend. For retailers, this means balancing affordability with premium appeal. Budget-friendly roundups can help catch cautious shoppers, while tiered gift guides (“10 gifts under $25,” for instance) make it easier for consumers to find something within their target price range. Include some higher-priced items in your tiered guides to attract both budget-conscious shoppers and those looking for something higher-end. ## The AI Challenge for Holiday Marketers Artificial intelligence (AI) seems to dominate every marketing conversation these days, so it’s no surprise that this holiday season, it will make a big impact. For retailers, this holiday season will be affected by the notable shift in search behavior: Publisher traffic has fallen 27% since early 2024, and Google search results with AI overviews produce a 34.5% lower click-through rate. Shoppers are increasingly getting shopping inspo from platforms like Reddit, TikTok, and YouTube, only increasing the zero-click search issue. To stay visible, marketers need to adapt. Pair search engine optimization with generative engine optimization: Use bulleted takeaways, question-driven headlines, and purpose-based language — for example, write, “best dress for a bachelorette party” rather than “white dresses.” Beyond search, make direct connections with consumers through newsletters, shopper columns written by experts, and an interactive social media presence. ## Monitor Top Categories Do you have trending products in your inventory? It can be tough to predict what will stand out each holiday season, but looking at previous years can help, as can looking at what’s working so far this year. In 2025, the product categories seeing the biggest growth compared to last year are: - Beauty: Up 34%. - Luxury: Up 30%. - Clothing and accessories: Up 18%. - Appliances: Up 16%. Clothing and accessories are performing very well this year overall, with content themes like “travel outfits” and “flattering shorts for men” bringing the best results. Appliance content on topics like “window air conditioners” and “the best Dyson vacuum” also does well. ## Plan Around Key Q4 Events Again, some shoppers are expected to be more budget-conscious in 2025 than in previous years, but that brings an opportunity for marketers to lean into early deals and limited time offers. With a large chunk of the shopping population starting in October and early November, timing is everything, so time your content to coincide with the hottest shopping days to help you maximize your campaigns. As you’re planning your Q4 content calendar, add the following dates so you don’t miss them: - Mid-October: Prime Big Deal Days typically fall around this time of year. This is an ideal time to launch your fall sales. - October 31: Halloween brings another marketing opportunity for retailers. Even if you don’t sell Halloween-themed products, you can engage customers through costume shopping guides and healthy treat tips. - November 11: This is not only Veterans Day, but it’s also Singles’ Day. Make the most of the occasion with “treat yourself”-themed content and special discounts for veterans. - Mid-November: Start teasing your Black Friday/Cyber Week deals earlier in the month and offer special “Early Black Friday” promotions to get sales moving early. - November 28-December 1: The big shopping weekend kicks off at midnight on Black Friday, and it brings your biggest opportunity to reach the many shoppers looking for deals, both online and in their local stores. - November 29: In between Black Friday and Cyber Monday is Small Business Saturday, when customers are encouraged to buy from locally owned merchants. Even if you don’t have a brick-and-mortar, you can drive business to your store for Small Business Saturday. - Early to mid-December: Customers don’t stop shopping once Cyber Monday ends, so many brands keep discounts coming in the weeks to follow. This is also a great time to post gift guides that drive engagement. - Mid- to late December: Last-minute shoppers count, too. Use this time to be specific about items that will arrive in time to be under the tree on Christmas morning. - December 25-January 2: Both Hanukkah and Boxing Day (December 26) fall in this timeframe, giving you another chance to engage customers while also offering special deals to drive sales. - New Year's Eve: New Year's Eve offers the last chance to generate Q4 sales. Celebrate the end of a great year with countdown sales, party supplies, and big year-end blowout promotions. As we head into the last quarter of 2025, marketers who prepare early, stay agile, and pay attention to data will dominate. From optimizing evergreen content for the holidays to capitalizing on real-time trends, marketers have plenty of opportunities to shine. Unfortunately, competition is fierce, so it’s important to have the right tools and strategies to set yourself apart from the many other brands battling for attention. --- ### Marketing Campaigns: Reaching Your Audience Where They Are, Again and Again URL: https://www.taboola.com/marketing-hub/marketing-campaigns/ Last Modified: 2025-09-11 10:05:21 Do you remember a certain TV commercial from your childhood that just stuck in your memory and that still pops in there to this day? Maybe it was an ad for gum, for a ride-on toy, or for some sneakers. Regardless, that one commercial that really sunk in? That wasn’t a marketing campaign, that was just a tactical piece of a larger marketing strategy. The marketing campaign was that gum not only appearing in a TV ad, but also on posters at bus stops and in train stations; it was the same ride-on toy beginning featured in ads as well as being placed in a primetime sitcom. If those sneakers you loved from the commercial were also on display in store windows and in print ads in magazines, then you had yourself yet another example of a marketing campaign. In fact, had it not been for the larger marketing campaign promoting those (hypothetical) products, the ads you just can’t forget might never have made their way into your deeper consciousness at all. ## What Is a Marketing Campaign? At a basic level, a marketing campaign is a related set of marketing and advertising activities usually involving various channels and media, designed to promote a specific product, service, or brand, with the goal of achieving a defined objective. These objectives can include better sales, heightened brand awareness, new leads, and more. In more exciting terms, a marketing campaign can be everything from the sponsorship of extreme athletes sailing a branded boat around the world, to a selection of subtle product placements in an action-adventure movie, or a clever online video series that blends comedy and storytelling with advertising, and so on. Marketing campaigns come in all shapes and sizes and almost no two marketing campaigns look the same. They do often have shared goals, however. Marketing campaigns are created to achieve specific business goals, and they’re designed to reach a specific group of potential customers, leading to conversions among those most likely to feel that a brand, product, or service resonates with them personally. ## What Are the Different Types of Marketing Campaigns? ### New Product Launches Whether it’s a brand new item from a legacy brand or a new product from a cheeky startup, the more people who are made aware of the new product, the better the chance it has of securing a toehold in the marketplace. New product marketing campaigns can be tricky, as advertisers have a lot of informing to do in what’s often a very confined set of parameters — a single five-second online ad or one slot atop a webpage, e.g. — and they can’t count on recognition of an established product. One clever tactic advertisers can use when trying to launch new products is to create a sense of mystery or drum up interest by not sharing much information, but instead using an ad to entice people to visit a site where more information is then shared. ### Brand Awareness Campaign In many ways, the brand awareness campaign is the most common form of advertising. It can take the shape of ads plastered on the sides of race cars or around the walls of stadiums; they may include branded merchandise handed out at music festivals, or “this message was brought to you by so-and-so” clips on radio programs or podcasts. You’re already well aware of brands like Coca-Cola, Nike, Volkswagen, and other brands that engage in this sort of general awareness advertising. What you might not be aware of is how that marketing worked on you the next time you consider which soft drink to sip, which shoe brand to purchase, and which car to test drive. ### Rebranding Campaign Many companies choose to rebrand at some point, which can include a switch to a product line or a total rebranding of the company itself. Companies may pursue this route due to flagging sales, demographic changes, societal pressure, a scandal, and more. Whatever the reason for a rebrand, when accompanied by a successful marketing campaign, rebranding can help a brand evolve, shedding unwanted baggage but maintaining some of its clout. ### Seasonal Advertising Campaign The same marketing approach that worked great for your brand in the summer might make very little sense as winter (and the winter holidays) approach. Creating marketing campaigns that are relevant to the season is a good way to keep your advertising fresh and relatable. ## What Are the Different Channels Used for Marketing Campaigns? For many years, marketers had several major ways to reach their potential audiences: TV, radio, posters and billboards, print ads, direct mail, and word-of-mouth. Granted, one could also argue sponsorships and a few other channels existed, but those were the heavy hitters. In our digital world, things have changed. So, allowing that all of the above marketing campaign channels still exist, here are the best ways for marketers to reach potential customers via the digital landscape. ### Email Marketing This modern-day direct mail outreach involves sending targeted emails to subscribers for promotions, updates, and more. The more email addresses a marketer can gather, the more people they can potentially reach, and the more conversions they can drive. ### Online Videos Online video ads are distinct from TV commercials in many ways. First of all, users have the option to skip them, usually after just a few seconds, so marketers need to make these ads high quality and engaging. Second, these ads can be placed with much more precision than a TV ad, which runs whether or not anyone sees it, and regardless of the interest of its viewer. Third, online video ads can lead to immediate action, thanks to embedded links, whereas TV commercials are only really well-suited to new or enhanced product awareness. ### Social Media/Influencer Marketing For better or for worse, people are highly drawn to and often easily convinced by the people they love to follow online. If you can get established and popular influencers to use your products or services, there’s a very good chance of their halo effect radiating out to your brand and leading to increased sales. ## How to Create an Effective Marketing Campaign ### Know Your Audience The most effective marketers know the demographics of their target audience through and through. This means conducting research, segmenting your audience (dividing your audience into segments based on shared characteristics and tailoring your messaging), creating buyer personas, and employing past data and findings. ### Target Correctly While demographics remain important, the emergence of AI-powered behavioural targeting tools means that audiences can now also be targeted by intent, rather than just identity. Knowing which segment of the population you’re selling to is a great start, but narrowing it down to those most likely to actually complete a purchase is the real key to success. ### Set Your Goals The most successful marketing campaigns are informed by SMART goals, which stands for “Specific,” “Measurable,” “Achievable,” “Relevant,” and “Timebound.” This allows for goals that are realistic, motivating, and focused. ### Lean Into A/B Testing A/B testing is vital to the success of any marketing campaign. By launching different iterations of the same creative, you can get hard data on which version performs better, and continue tweaking it with further testing until you’re sure you have the best possible version. Utilizing AI-powered A/B testing tools will let you optimize in near-real time, keeping your creative constantly refreshed and engaging. ## How to Measure Your Marketing Campaign Efforts ### Return On Investment The most basic — and, arguably, the most important — way to measure the success of a marketing campaign is simply to see how much money you made compared to how much money you spent, also known as return on investment, or ROI. If you spent $5,000 on a new product launch marketing campaign, and saw that product generate $25,000 worth of revenue, that is a successful return on investment. ### Click-through Rates and Traffic The goal of many marketing campaigns is to get more people visiting your client’s websites or apps. If you see noticeably increased clicks and traffic in the wake of or during ongoing marketing campaigns, then you know what you’re doing is working. ### Increased Conversions Making more money is not always the chief indicator of a successful marketing campaign. While return on investment is critical, conversions other than sales can often be very important, such as people signing up for a newsletter, subscribing to a channel, sharing personal information, and so forth. ## How to Optimize and Improve Your Marketing Campaign Results To optimize and improve your marketing campaign results, focus on clear objectives and data-driven analysis and prepare for continuous refinement. This can involve setting specific goals, understanding the target audience, testing different approaches, and consistently monitoring performance and making necessary adjustments. ### Always Use A/B Testing Marketers who put all of their proverbial eggs in a single basket risk losing out. Only by running different iterations of your ad campaigns can you tell what’s working and what isn’t. Remember, there's a chance that neither of your campaigns will be all that successful, requiring total rejiggering. In other cases, both might work relatively well. In this latter case, don't abandon one for the other; realize that you might be drawing in different types of users and keep testing both with further tweaks. ### Data Analysis The longer a marketing campaign goes on, the more data you will have to analyze, and study it you must. With a close enough look at the numbers, you’ll be able to see who is clicking through on what ad, what time of day your ads are the most effective, what types of sites or apps are getting the most traction, and so forth. Dig deep into the data and respond to it quickly. ### Refresh Your Goals The advertising goals that initially informed a marketing campaign might need to change as you receive new data. Rather than always changing your marketing efforts to suit your goals, realize that sometimes you might need to change your goals themselves. Ads meant to drive sales that instead are driving sign-ups might not be a failure — they might simply be an indication that now is the time to grow your audience, and later is the time to grow your revenue, for example. ## Key Takeaways A marketing campaign can take many forms: Campaigns may be across a single “channel,” such as all on one radio station, but they usually involve different platforms and media channels and are designed to promote a product, service, or brand, with the goal of achieving objectives like sales or subscriptions. Advertisers need to develop KPIs and track them closely to see if marketing campaigns are working, then use that data to inform adjustments if campaigns are falling short. ## Frequently Asked Questions (FAQs) ### What is the importance of a target audience in a marketing campaign? Knowing your audience allows you to focus your efforts and resources on the most likely buyers (or other converters). This leads to more effective campaigns and better ROI. By understanding who your ideal audience members are, you can tailor your messaging, products, and overall marketing strategy to resonate with that specific group, increasing engagement and conversions. ### How do you define the goals of a marketing campaign? The goals of marketing campaigns are specific, measurable objectives (remember SMART objectives, as explained above) that advertisers aim to achieve through their marketing efforts, often aligned with larger business goals. Goals provide direction, focus resources, and allow for tracking progress and measuring success. They are defined by how they will lead to success in your KPIs. ### How do you determine the budget for a marketing campaign? Once you know how much you’re hoping to generate in revenue following a successful marketing campaign, you can then usually determine how much to spend to get the ideal ROI. In general, a 5:1, or 500% return on investment is considered good, so if you hope to make $50,000 in revenues, it’s safe to spend up to $10,000 on marketing, provided you are confident in your plans. --- ### 6 High-Impact Cyber Monday Ads to Learn From URL: https://www.taboola.com/marketing-hub/cyber-monday-ads-examples/ Last Modified: 2025-10-15 07:16:47 Cyber Monday is one of the busiest shopping days of the year, which makes it one of the most competitive days in digital advertising. If you want your ads to stand out, you have to find a way to cut through the noise. In the past, advertisers could rely on deep discounts, but they’re no longer enough: You need to blend discounts with other creative elements, including urgency, scarcity, celebrity endorsements, and good storytelling. If you can extend the sales period beyond Cyber Monday by connecting the entire Cyber 5 period, you can drive your revenue even further. In this article, I’ll explore six standout Cyber Monday ads from previous years and explore what makes them so effective. ## 6 Cyber Monday Ads Advertisers Should Know About ### 1. Best Buy Best Buy’s Cyber Monday video ad combines humor and convenience to stand out during the crowded shopping season. In the ad, a woman sits in her kitchen, browsing deals on the Best Buy website. Her partner enters, fully dressed for the cold weather, and asks her if she’s ready to camp out for “doorbusters.” Her response drives home the message: You don’t need to line up outside when the same deals are available online. This ad shines in two ways. First, it extends urgency beyond Cyber Monday by promoting weekly “doorbusters” on Fridays throughout the holiday season. This keeps shoppers engaged while capturing those who may have missed sales earlier during Cyber 5. Second, the ad connects with viewers by using humor. In this case, it pokes fun at outdated shopping rituals, making the ad relatable and customer-friendly. ### 2. Walmart: Deals for Days Unlike many Cyber Monday ads, Walmart’s “Deals for Days” ad doesn’t highlight any specific discounts — instead, it focuses on creating a sense of urgency. It does this by using time-based cues, such as “Starts Sunday Online, 11/28 @ 7 pm EST.” This makes it clear that the clock is ticking, so you need to act fast. The ad also highlights three key product categories, all popular during Cyber 5: electronics, household goods, and toys, by showcasing a laptop, a coffeemaker, and a dollhouse. This also reinforces Walmart’s broad appeal across a wide range of products, driving home the message that you can get everything you need in one place. Finally, by branding the campaign, “Deals for Days,” Walmart is shifting the focus from, “How much will I save?” to, “I can’t miss this window!” — an important distinction that, again, highlights urgency. ### 3. Titan Power+ This Titan Power+ display ad stands out by positioning its offer as a Cyber Week Sale, rather than a one-day Cyber Monday event. The ad creative for this maker of mobile chargers opens with: “Sad you missed our epic Black Friday Sale? Don’t worry…” This is designed to re-engage shoppers who feel like they missed out. By extending deals across the entire week, Titan is attempting to capture late buyers and spread its revenue across the whole Cyber 5 period, rather than relying on a one-day spike. From there, the ad leads with value by highlighting a deep discount (up to 80% off) in multiple locations, including alongside the product image. Cyber Week Ad copy, such as “Biggest discounts, biggest savings” and “Epic Cyber Monday Sale!” drives home the discount-driven messaging. ### 4. Walmart: Celebrity Endorsement In this Walmart Cyber Monday ad, the retailer leverages celebrity power and nostalgia to capture viewers’ attention. It’s a playful approach that draws inspiration from the 2004 film Mean Girls. The elaborate sketch features original cast members, such as Lindsay Lohan, Amanda Seyfried, and Damian Leigh: The ad is set in a high school, where “Santa” arrives to hand out Cyber Monday deals to excited students. Throughout the ad, bold text overlays highlight various product categories that are on sale, which drives home Walmart’s value message amid the chaotic scene. There’s no push for urgency, and no specific discounts are mentioned: Instead, the ad aims to be entertaining and culturally relevant. The ad does, however, close with a simple but effective CTA: “Cyber Monday Deals. Shop Online Now.” ### 5. Macy’s This Macy’s Cyber Monday ad lets shoppers know that the sale starts early by promoting “Sunday and Monday specials.” The ad also emphasizes deep discounts by overlaying bold text alongside product images, with messaging like, “Save 60% on sweaters, cashmere, coats and more for her…” and, “Get sweaters and packable down outerwear for him, now 60% off!” By highlighting products from both fashion and household categories, Macy’s takes a similar approach to Walmart, by showcasing its broad product range. This, along with the messaging targeted for both male and female shoppers, helps it appeal to multiple audiences simultaneously. Convenience is also a big selling point, as Macy’s lets people know that the sales are available both in-store and online, and that they can get free shipping at Macys.com. The combination of wide product selection, deep discounts, and convenience make this a classic, yet highly effective Cyber Monday ad. ### 6. Tailored Athlete At first glance, the Tailored Athlete display ad below appears to be a Black Friday ad, incorporating key elements commonly found in Black Friday ads — namely, urgency and a clearly marked deep discount. However, the ad employs another critical strategy by connecting Black Friday to Cyber Monday at the bottom of the ad creative with the following call to action (CTA): “Sign Up Early for BFCM Access.” By using “BFCM” (Black Friday Cyber Monday), Tailored Athlete extends the promotion access across the entire long weekend. This can increase sales opportunities, keeping shoppers engaged through Cyber Monday. ## Key Takeaways As you can see from the Cyber Monday ads featured above, the most effective ads strike a balance between urgency, value, and creativity to stand out during the busiest shopping period of the year. Some, like the Tailored Athlete and Titan Power+ ads, extend the window for deals beyond Cyber Monday in an attempt to capture more buyers. Large brands with substantial ad budgets, such as Walmart and Best Buy, rely on entertainment, nostalgia, and even celebrity appearances to make their campaigns memorable. All of the ads include strong visuals and clear calls to action. Finally, note that not every ad relies solely on direct discounts — in fact, some don’t even mention a specific deal. Other elements, such as urgency, scarcity, and good storytelling, can be just as effective. ## Frequently Asked Questions (FAQs) ### How can we best convey a sense of urgency and scarcity? To drive home a sense of urgency and scarcity, marketers should make sure their messaging is clear and time-bound. You can do this by using countdown timers, start-end dates (“ends tonight at midnight”), or highlighting limited quantities (“Only 50 available”). You can also use copy like “Last Chance” or “Shop Early.” ### What visual elements will immediately grab attention and convey the Cyber Monday theme? High-contrast text overlays that highlight discounts (“Up to 80% OFF”) continue to be the fastest way to get shoppers to stop scrolling. You can also use bright colors and product images to grab attention. Many retailers, including Walmart, showcase their top-selling product categories in hero images to ensure that shoppers are aware of the products on sale at reduced prices. ### How can we segment our audience to deliver highly personalized Cyber Monday ads? A tried-and-true approach is to start by leveraging behavioral data, including browsing behavior, past purchase history, and abandoned carts. You can use this information to retarget shoppers with more personalized offers. You can also segment by shopper interest and demographics — for example, parents are likely to respond to deals on toys, while post-secondary students will be more interested in tech items. Whether you’re using Realize or another ad network, you can leverage its optimization tools to test creatives and swap visuals and Cyber 5 ad copy in real time. --- ### Content Strategies for High-Quality Lead Generation: Insights from Xevio URL: https://www.taboola.com/marketing-hub/lead-generation-content/ Last Modified: 2026-03-15 13:48:11 Welcome back to our series of lead gen conversations with Xevio co-founder and CEO, Nadim Kuttab. In our last article, we discussed AI-powered lead generation, and how it’s transforming lead gen on the open web. In this installment, we’re looking at the ways in which authentic, valuable content can pre-qualify leads and drive conversions. Since successful open web lead generation is no longer merely about direct calls-to-action, but about building trust and demonstrating value through content, it’s clear advertisers need to invest in more robust content marketing and emphasize the quality of engagement over quantity of clicks. Here’s Kuttab’s advice for doing it right. You've previously emphasized creating content experiences that feel natural on the open web. How does this approach differ from typical ad creative, especially for lead generation? The content experience that really defines native advertising is a piece of content that’s both interesting and educational, and selling your product or what you're doing. It’s essentially a soft pitch to a product with a call to action at the end, and it needs to be built in a way that seems natural in a content-rich environment: A blog with either an opinion or fact-based case that it's making to the reader, and one that’s easy to navigate, especially considering that open web users tend to be a little bit older. Even for the newer types of ad creatives that Realize offers, this funnel and this user experience still performs exceptionally well, so we always start with content pages built around native advertising. They segment the user, they introduce a problem, then they introduce a solution to the problem, then they sell a product that is a solution with some testimonials and some social proof. We've taken that and we've applied it to pretty much everything on Realize, and it works well. What role do long-form advertorials/landing pages play in your lead generation strategy, and how do they help pre-qualify prospects? The landing page is effectively a way to take a cold user and warm them up. With long form advertorials, you want to keep that content as concise as possible, but at the same time, depending on who you're trying to reach, you might need longer content — say, if your product's hard to explain or expensive, then you might want to have the user spend more time in the funnel, warm them up more so they’re more willing to take action. The longer somebody stays on your page, the more likely they are to buy. That's why we have clickouts toward the bottom of the page, rather than at the top: You don’t want somebody to accidentally click on the first hyperlink in the first paragraph before they’ve been warmed up, as that’s the same as just sending them from an ad straight to the product page. It's not an effective use of what Realize can offer. How can advertisers effectively balance engaging storytelling with clear calls-to-action to drive conversions, without resorting to clickbait? It's all a matter of quality. If you deceive the user between the landing page and the offer page, they're going to jump from the offer page — they're not going to buy your product. They're going to be like, “Oh, what the hell? I expected something else.” It's the same as having an ad that says, “Click here and win $100,” and then on the advertorial it's essentially trying to sell them a credit card. People will see through that immediately. You want to have a compelling story that doesn't cause policy issues, because publishers will kick you out if you’re too aggressive with how you sell. The idea, then, is to find a healthy balance between interest and clickiness. There are ethical implications as well, but from a purely financial perspective, it's better to be clear with what you're selling, because then the users that click through will actually want your product or service and be much more likely to buy than if you deceive them into clicking on something that they don't want. Realize offers its Optimize for Engagement tool, with top-of-funnel metrics. How can these engagement signals inform and improve content strategies for furthest bottom-of-funnel lead generation? Let me give you an example. Say you have a target CPA of $100: To get enough data to test every single thing that you're doing, you have four or five landing pages, two or three offer pages, and 20 ads live on three different devices. On top of that, each campaign on each of these devices is going to get a different mix of traffic. That means you're going to be getting dozens, if not hundreds, of different publishers on your campaigns. You will never have enough data — you don't have enough money to get the data you need on a $100 CPA, so, you need to look at something else. The best initial metric to look at — obviously, you want to look at whatever is furthest down the funnel, but the best initial metric to look at when you're starting off — is landing page CTR: How many people are clicking through your content pieces to the actual product or service that you're selling? If you have a publisher or an ad piece that’s driving 20% CTR and one that's doing 5%, you can very quickly kill the 5% content piece and shift your focus to the 20%. You’re then more efficiently using your ad dollars before you've even generated a conversion. Those things are super valuable in helping you shift your budgets more efficiently before you have enough data to definitively say yes. Can you share a common mistake marketers make when creating content for lead generation on native platforms, and how best to avoid it? A lot of marketers will look at what others are doing and copy them. That’s not a particularly effective way of doing it, because the others are already established in the market. If you're trying to compete with somebody 10x or 100x bigger than you in the space, at the start, it’s going to be close to impossible, so I always say, look at what they're doing and do it better. What are their angles? Come up with a better or more interesting angle, try different things. We always produce content from scratch and it's been a strategy that's worked very well for us. So, my recommendation is, look at what others are doing, but don't copy. Trying to beat them at their own game won't work. Beyond the initial content, what are key elements of a high-converting offer page for leads, particularly when dealing with traffic from the open web? You want to have one question at the beginning that's very easy to answer. You don't want to have people put in their zip code or type out their full name or their email — that shouldn't be the first question. The first question is a trigger question to get them into your funnel — the likelihood of them continuing if they've already committed to clicking on one thing is much higher, so the goal of the first question is to pull them in, then have a couple of questions. And try to keep them short, for God's sake! Don't have a million complex things. Making it clickable, not typable, is the best bet until you get to the email, telephone number, and the personal details. When you say clickable rather than typable, you're talking about a multiple choice option? Exactly. Think of an offer page where it asks if you’re a homeowner or a tenant, right? You want to be able to click that and then go to the next question without having to type in anything. We actually use HeyFlow for this. How does the concept of "perceived value" (as you've previously discussed) translate into content strategy for lead generation, especially when the core product isn't changing? First off, perceived value is very subjective, which is why I say perceived value, not value. Let’s say somebody is clicking on an ad for a solar panel: It means that they are interested in solar panels in some way, shape, or form. Does it mean that they will buy one from you? No, but it means that they're interested. They've taken that step, they're reading about it, they've clicked through, they’ve filled out your form. You have their attention — they want to get a quote from you, otherwise they wouldn't have clicked this far. The idea next is to make it easy for them to get to the final answer quickly, adding a FOMO effect of, we might have something others don't: “There are potentially offers in your area that are amazing, click here to find out.” I'm curious! I want to know more — what are these amazing offers? What are these subsidies that I don't know about? There are companies that are cheaper than average because they're buying new solar panels today at a cheaper cost than companies were able to buy them at a year ago, and we can connect you with those companies. Put that information in! That’s one hell of a case, with very clear and concise messaging built on facts that you can show people. You’re educating the customer, essentially. You're educating the customer about the different options that they have. That's why it's perceived value in a way that makes you look good, like, hey, your service is going to help them get an offer. What's your advice for testing and iterating content for lead generation to continuously improve performance and lead quality? You need to be creative. A lot of companies don't send the data of the lead quality back to the platform, and that's a big mistake. If you can get that data into the platform, it helps you really improve lead quality. We were able to improve our lead quality 30% across the board for most of our clients over the last 12 months, just by getting lead quality data back to the click. Then, it’s about creating content that's catchy. Just try things — we’re constantly iterating, that's the truth. It's not rocket science, it’s just math: You have an ad and that costs a click, then you have a landing page, then a percentage of those people go through, then you have an offer page. A percentage of those people go through, then you have a solid lead, and a percentage of those leads will go through and generate revenue. You have different drop off points and there’ll be different metrics and different costs for each one. Look at the data and squeeze or turn the little knobs that you have to improve each individual point. There’s no more to it than that: If your CTR is bad on the landing page, that's what you have to put your effort into. --- ### Healthcare Marketing: Strategies to Reach and Engage Patients URL: https://www.taboola.com/marketing-hub/healthcare-marketing-strategies/ Last Modified: 2025-08-11 16:28:44 When consumers have questions, the internet is usually the first stop, and that especially holds true for healthcare. Whether it’s the strange bug bite on your ankle or the sinus issues that have plagued you for a few weeks, a simple online search can bring answers. For healthcare providers, this demand for information brings a valuable opportunity. Marketers can connect with patients by providing information at each step of their healthcare journey. But, what’s the best way to reach patients, and how do you measure your efforts? This guide is here to help. ## What Is Healthcare Marketing? Healthcare marketing is the practice of strategically promoting services, products, and wellness information to consumers. In addition to attracting new customers, healthcare marketing can nurture existing patients by providing information they can use at each step of their medical journey. Healthcare marketers typically spread their efforts between two major categories, traditional and digital, each with its own benefits and challenges. ## Types of Marketing in Healthcare ### Traditional Marketing The best way to differentiate between traditional and digital marketing is to think back to the days before the internet. While online marketing methods tend to dominate conversations, some traditional methods are still extremely viable. They include: - Print ads: While having marketing materials printed can cut into your budget, they can be well worth it. You can reach nearby consumers through ads in local publications like newspapers, for instance, or have brochures and posters in your waiting rooms. - TV and radio commercials: If you want to reach a large local audience with one campaign, TV and radio spots can still work well. This is especially useful for health awareness campaigns. - Billboards and transit ads: Healthcare marketers can gain high visibility with strategically placed ads on billboards and public transportation. This works best for brand recognition, since the high cost makes it tough to get a return on investment. - Direct mail: This marketing tactic tends to work best for nurturing existing customers. Postcards and reminders can be a great way to nudge patients who are due for a visit. - Community outreach: Appearances at local events like health fairs can be a great way to build community trust. When you can’t appear in person, sponsorships can get your name in front of potential customers. ### Digital Marketing With digital marketing, you’re leveraging the internet to get your brand in front of customers. While competition for attention can be tough, digital marketing provides a lower cost and the ability to gather real-time insights on those who are interacting with your brand. Here are some key types of digital healthcare marketing: - Search engine optimization (SEO): Visibility in searches is vital to getting in front of your target audience. With SEO, you design content to rank higher when patients search for providers, treatments, and other issues related to your specialty. - Paid advertising: With pay-per-click ads, marketers can boost visibility. These paid ads appear above organic search results for related queries. - Content marketing: Healthcare providers often use educational blogs, articles, infographics, videos, and downloadable resources designed to address patient questions. This type of marketing can position you as a local authority on topics within your specialty. - Social media marketing: Many consumers spend hours each day on platforms like Facebook, TikTok, and Instagram. You can reach them through posts with health tips and live Q&As. - Email marketing: If customers opt in, you can send regular newsletters and appointment reminders to keep them engaged. - Video marketing: Short-form videos and explainers can help build trust with current and future patients. You can also use video to provide instructions for upcoming procedures and answer frequently asked questions. - Online reputation management: Healthcare providers often find themselves defending their online reputation. Responding to reviews and maintaining an updated profile on Yelp, Google Business, and Healthgrades can help with that. While digital tools offer affordability and real-time analytics, traditional channels can foster brand familiarity and trust, particularly in smaller communities and with older demographics. Both have their benefits, so it’s important to look at all your marketing options and choose the best to reach your intended audience. ## What Are the Key Components of a Healthcare Marketing Strategy? ### Audience Understanding and Segmentation Each of your patients (and prospective patients) has unique needs, and your marketing efforts should reflect that: A new parent, e.g., will respond to different messaging than an older adult managing a chronic illness. In fact, 77% of healthcare advertisers make segmentation by health characteristics a top priority. With in-depth audience analysis, you can identify the unique characteristics of each customer and target your messaging accordingly. This means going beyond demographics like age or gender to look at behavioral data, search intent, health concerns, geographic location, and preferred communication channels. ### Brand Positioning and Value Proposition Trust and credibility mean everything for healthcare providers. Consumers want to connect with practitioners who will listen to them and resolve their health issues, and these days, they often track down trustworthy providers through online searches. That doesn’t just apply to healthcare. In general, 80% of consumers put experience ahead of everything else when it comes to buying from a business. That includes speed, convenience, knowledgeable help, and friendly service, and you can establish that by clearly communicating what sets your brand apart from others. Whether it’s same-day appointments, bilingual staff, compassionate care, or specialized expertise in treating certain conditions, your marketing should communicate it. ### Channel Mix: Traditional vs. Digital In today’s omnichannel landscape, healthcare marketers can benefit from an approach that combines both traditional and digital tactics. Digital platforms can give you reach, but traditional options excel at reaching local customers. That’s where an omnichannel marketing strategy comes in. With omnichannel, you combine your digital and traditional efforts for a comprehensive marketing plan. You don’t have to separate your efforts: You can move customers seamlessly from traditional to digital and back again. Here are some omnichannel marketing ideas that would work well in healthcare marketing: - Direct mail → online booking: Include a QR code or a short URL in your print mailers to make it easy for patients to book an appointment. - TV → search ads: After seeing a TV ad, 34% of consumers head straight to the company’s website, while 30% consult a search engine for more information. Search ads can capture those second-screen viewers as soon as they type in a query. - Community events → social media: First, promote your upcoming community events on social media, then share photos from the event to boost engagement. You can also include QR codes and print handouts at your event to drive in-person traffic to your online channels. - Print ads → website traffic: Print materials like brochures and flyers can include calls to action that drive consumers to your website. - Billboards → online ads: If you’re putting money into billboards, it’s important to reach consumers who see your ad while they’re unable to get online. Target consumers in the zip codes surrounding those billboards to capitalize on brand awareness. The move from TV ads to digital is one of the most common. When surveyed, most consumers admit they use a mobile device while watching TV. This is especially true of younger viewers, although it applies across all age groups. Source: Diray Media By looking at the variety of ways you can reach consumers, you’ll be able to maximize your marketing spend and reach a larger audience. Since healthcare marketers typically target local consumers, a combination of traditional and digital can be the best way to cover all your bases. ### Content and Creative Strategy Education is the cornerstone of any solid healthcare marketing strategy. Whether you’re creating downloadable guides or answering common patient questions in an explainer video, a well-executed content strategy can establish you as a trusted authority. Not only does this type of marketing establish your specialty, and you as an authority in your local community, but it also helps with search engine optimization. For example, a post titled, “When Should I Take My Child to Urgent Care?” could feature prominently in local search results when nearby patients input a query on that topic. In addition to content on your website, you can also share educational material on social media. More than 60% of consumers use social media for healthcare, with Facebook being the most popular, followed by YouTube, Instagram, Twitter, and LinkedIn. You can use this approach to nurture current customers while also reaching new ones. Source: Market.us Media ### Measurement and Optimization No healthcare marketing strategy is complete without measuring the results. Every campaign activity should be connected to a key performance indicator that you then track using the latest analytics. Today’s tools let you measure results and make adjustments to your campaigns in real time, reducing your risk of wasting time on ineffective activities. Once you have the necessary information, put it to use in optimizing all of your current campaigns. The information will also better inform your future campaigns, creating a feedback loop that ensures you’re making the most of every dollar you spend. ## Current Challenges in Healthcare Marketing Healthcare marketers have plenty of tools available, but they still face some challenges. From navigating strict compliance requirements to rebuilding trust in an era of misinformation, each hurdle requires a thoughtful approach to maintaining patient trust. Here’s a closer look at the challenges facing today’s healthcare marketers. ### Trust and Misinformation Misinformation runs rampant online, especially on the most popular social media platforms. With so many consumers turning to social media for medical advice, how do marketers establish their brand as one that can be trusted? The key is to regularly post reliable educational content that relies on medical science, citing your sources when necessary. Over time, patients will seek you out as a trusted source within your specialty. ### Privacy and Compliance Healthcare deals with stricter regulations than other industries. Marketers have to constantly navigate these regulations to ensure compliance. They include: - Health Insurance Portability and Accountability Act (HIPAA): This law applies to anyone who deals with something called Protected Health Information (PHI) on consumers. You’ll need explicit patient consent to use any PHI in your marketing efforts. - Federal Trade Commission (FTC): The FTC regulates claims made in advertising, including in the healthcare industry. Any claims you make have to be backed up with solid proof. - Federal Drug Administration (FDA): The FDA monitors advertising and marketing for misleading claims, misinformation, and deceptive practices. This includes social media platforms and the handling of product samples. Even a small, unintentional misstep can earn healthcare marketers a violation, which can lead to fines and reputation damage. If you’re using third-party platforms, pay close attention to any tools that gather patient data, to ensure they’re compliant. ### Response Expectations Today’s digital-savvy consumers have grown to expect immediate responses from businesses. That goes for healthcare providers, as well, but medical practitioners can be busy. In fact, 91% of patients surveyed say they expect a response to a portal request within 24 hours. One of the best ways to meet demand is to use the latest tools to automatically respond to chats, emails, and phone calls until you can personally interact with the patient. ### Fragmented Audience Attention You’ll face plenty of competition as you strive to capture customer attention. Standing out from the crowd means targeting prospective patients with relevant, personal messaging. Patients respond to personalization, with 79% of consumers expecting healthcare websites to offer information and services relevant to them. ## How Are AI and Data Analytics Transforming Healthcare Marketing? One of the biggest changes to healthcare marketing in recent years has come from artificial intelligence (AI) and data analytics. The global market for AI in healthcare marketing is projected to grow from $39.25 billion in 2025 to $504.17 billion by 2032, which demonstrates the importance of embracing these technologies. Instead of targeting audiences by demographics like age and gender, these technologies pack in predictive modeling, which lets you target patients by behavior and intent. Data analytics makes it easier for marketers to measure the performance of their campaigns, too. You can track every touchpoint, starting with an ad impression and going all the way through appointment confirmation, for better-informed campaigns moving forward. ## How to Create a Successful Healthcare Marketing Plan A successful healthcare marketing plan centers around your organization’s goals. Whether you’re promoting a specialty clinic, launching a new service, or striving to boost appointment bookings, your plan should be detailed but flexible enough to change over time. Here are some steps to take you through creating a successful healthcare marketing plan. ### Step 1: Define Your Audience Your first step should be to define the audience you hope to reach. You might be hoping to attract first-time patients, for instance, or caregivers. Each audience type calls for a different kind of messaging. ### Step 2: Set SMART Goals When setting your goals, go beyond wishes and hopes by setting SMART goals. SMART goals are: - Specific. - Measurable. - Achievable. - Relevant. - Time-bound. For example, instead of setting a goal to “increase web traffic,” your goal should be, e.g., to increase web traffic by 20% within the next six months. ### Step 3: Know Your Competition Before you start executing a marketing campaign, you should familiarize yourself with your most direct competition. Study those competitors to identify gaps and opportunities to make your brand stand out in the space. Analyze your competitor’s rankings, online reviews, service offerings, and ad messaging to see how your brand stacks up. ### Step 4: Choose the Right Channels No marketing channel works for every healthcare marketer. It’s important to know your audience and distribute your messaging on the right channels to reach them. Young parents might respond better to Instagram Reels and blog posts, while older patients may catch your content through TV ads and direct mail. The key is to employ an omnichannel approach and constantly monitor results, then adjust your campaigns to prioritize the most effective channels. ### Step 5: Develop Valuable Content Healthcare marketers should focus on content that provides educational value, informing, reassuring, and guiding patients through their care decisions. In addition to informative blog posts answering consumer questions, consider infographics, videos, and provider interviews that explain conditions, treatments, or what to expect from a visit or procedure. ### Step 6: Build and Optimize Conversion Pathways Have you followed the customer journey through an interaction with your brand? View your funnel through a typical consumer’s eyes, from seeing an ad or post to making an appointment and joining your patient portal. Make sure your landing pages are mobile-friendly, your forms are simple, and your calls to action are clear and accessible across all channels. ### Step 7: Ensure Legal and Regulatory Compliance Familiarize yourself with all regulations that apply to healthcare marketing, including HIPAA, FTC, and FDA guidelines. Be careful not to make promises that can’t be backed by solid science, and regularly audit your third-party providers to ensure they’re compliant with privacy requirements. ### Step 8: Test and Optimize Regularly A/B testing can help you pinpoint the type of messaging that works with your audience. Test different subject lines, ad creatives, and landing page designs and pivot in response to what you learn from each test. ## Leveraging Social Media Platforms to Reach Patients Social media is a great way to connect with your patients and potentially reach new customers. It offers a direct connection to your audience, who likely spends a great deal of time each day on their favorite social media platform. Whether your target demographic is on Facebook, Instagram, TikTok, LinkedIn, or YouTube, you can use social media to connect with users and establish brand authority. Social media isn’t just for marketing outreach, though — today’s consumers use it for customer service queries. If you can be responsive on your chosen social media channels, you have a great opportunity to give fast, friendly service and cement your reputation as a top provider in your area. ## Key Takeaways Effective healthcare marketing requires a strategic but comprehensive plan that puts patients first. For best results, marketers should implement an omnichannel approach to reaching new customers and connecting with existing patients. From segmenting customers based on health needs to monitoring your results and adjusting future campaigns accordingly, success in healthcare marketing comes down to building trust and authority. Social media, AI tools, and performance-driven creative formats give brands powerful ways to connect with patients and foster long-term loyalty. ## Frequently Asked Questions (FAQs) ### How can healthcare providers build a strong online presence? A professional online presence starts with a well-designed website that clearly communicates your services, hours, specialties, and contact options. You should also make it easy for patients to make an appointment, whether they book it through a scheduler, call your offices using contact information on your site, or complete an email form to request an appointment. Healthcare providers should also maintain an updated Google Business profile and ensure they’re listed with Healthgrades and Yelp. ### What are the best tools for healthcare marketing analytics? You’ll find a variety of helpful tools to support your marketing efforts. Google Analytics 4 can help you monitor web traffic, user behavior, and conversion paths. Many organizations also rely on customer relationship management platforms like Salesforce Health Cloud and HubSpot to manage patient relationships. These tools also come in handy for marketers, who can use them to track engagement across email and SMS campaigns. You can also use A/B testing tools like Optimizely to try out various creatives. Performance advertising platforms like Realize offer multiple ways to utilize data effectively, including AI-powered, real-time testing and optimization. ### How can marketing improve patient retention rates? Marketing isn’t just for attracting new patients, it can also be a great way to nurture existing customer relationships. Timely appointment reminders, check-up notifications, and seasonal help tips can keep patients engaged between visits while also establishing yourself as a trusted resource. Ultimately, consistent, empathetic communication helps strengthen patient relationships, making them more likely to stay loyal. ### Is paid advertising effective for healthcare providers? Paid advertising can be very effective for healthcare providers, particularly well-targeted and regulation-compliant ad messaging. When paired with the right creative, paid ads can help you reach clients actively looking for care. When combined with user-friendly landing pages and strong calls to action, paid ads can also boost appointment bookings and help with new patient acquisition. --- ### AI-Powered Lead Generation on the Open Web: Insights from Xevio URL: https://www.taboola.com/marketing-hub/ai-powered-lead-generation/ Last Modified: 2025-09-01 08:36:11 If you read our series of e-commerce interviews with Xevio co-founder and CEO, Nadim Kuttab, you already know he has a ton of useful advice when it comes to getting your brand out there. In this series, we’re going to be discussing all things lead generation, starting with the ways in which AI can be harnessed to identify high-converting prospects beyond traditional targeting methods. This shift from broad demographic targeting to behavioral-based lead identification is fundamentally changing how lead gen campaigns are being conceived and executed on the open web, so we were keen to get Kuttab’s insights. How has the landscape for lead generation evolved on the open web, particularly with the rise of AI? There's a ton that I think is going to change in the lead generation game in the coming years. You already have call centers becoming more automated, with lead verification or interest verification being handled by AI agents and automated callers. Everybody wants a quality lead, and that becomes easier when you use AI to pre-qualify people. Because that step is essentially being automated, we as advertisers are getting faster signals regarding quality, which allows us to scale and grow our lead gen efforts exponentially faster. The more data we have, the quicker we're able to optimize, and the better it is for lead quality and scale. Lead gen is going to be a big spender in the coming years on anything open web-related. We've seen it time and time again at Xevio: We're able to generate 50,000 to 100,000 leads a month on channels like Realize — it's unbelievably good quality if you do it right. For lead generation on the open web, native advertising and Taboola has always worked well, and it'll just continue getting better now with AI. From your experience, what are the biggest misconceptions marketers have about leveraging AI for lead generation? Everybody always thinks AI means trash, right? Like, they're going to have a very bad automated call center that tries to sell you something. When you use AI properly at any step in the lead generation funnel — whether it's in the ads, the content, the call centers, or the lead qualification — it can be extremely beneficial and prove to be a nice experience for both parties. The leads are warmer, but also the person who has demonstrated interest in the service you offer gets connected to the right people and gets a good quote. We all want to be connected to the right people! AI helps us accelerate that process. Realize's Predictive Audiences tool identifies users likely to convert, based on first-party data. How can advertisers best prepare their data to maximize the effectiveness of such AI tools? The challenge for companies like Taboola has always been, how do I get first-party data? Because people don't have to log into anything. With Meta and Google, when you're using their apps or their platforms, you're constantly logged in and identifiable. You don’t have that luxury on the open web, so the fact that Realize can now segment data based on user behavior, contextual settings, device types, location,etc., is extremely promising, because we know that if you show your ad to somebody who is likely interested in the ad, it's beneficial for everybody. In terms of advertisers using their own data properly, they need to pixel everything and send whatever signals they get back to the platform. It's the most efficient way — the best data is the data that people can collect directly on their platform. We talked about this a little bit last time, the idea that the more you put into it, the more you're going to get out of it. Right! We’re moving into a post-media buying era of marketing where you don’t need to micromanage everything: The AIs and softwares and algorithms will do that for you. But, you need to give them the right signals. If you don't feed Realize the right data, it won’t know what you're going after. It’ll be slower at identifying the right consumer pockets and targeting them with ads, therefore it'll drive up your costs, and others will do it more efficiently than you. Feed data into the system across your funnel to more effectively optimize. The more data, the better. Can you share an example of how a brand successfully used advanced audience prediction to unlock a new, high-converting lead source they hadn't previously considered? Well, we see it as incremental. Predictive audiences are always going to be a lot smaller in scale than when you go broad — if you have a broad campaign doing €30,000 or €40,000 a day on Realize, using the Predictive Audience feature might add a couple of thousand euros at a very good CPA, but it's not going to help us triple our spend. So, we see it as an incremental way to reduce overall cost: If we're halving our CPA with Predictive Audiences, we can afford to buy cold or broad users that are a little more expensive. Basically, it lets us spend more and increase our reach. Our clients love it, because it's effective customer acquisition. What are the critical metrics performance advertisers should focus on when evaluating the success of AI-driven lead generation campaigns? I think the phrase “AI-driven” suggests that you're doing it without AI, and if you're currently advertising without AI in any step of your funnel, you're probably not doing it right. Most lead generation nowadays is in some way, shape, or form AI supported. Either way, the critical performance metrics will be the exact same thing as your normal performance metrics: How good are your campaigns performing? If you're able to insert AI into any step — it can be in the ad creation, in the content piece, in the funnel, in the post-lead process — and you're able to improve the metrics on that step, then great. I don't think there's one thing that you should look at with AI and lead generation — at the end of the day, the question is, for every dollar you're putting in, how much are you getting out? That is the most important metric. Looking ahead, how do you see AI continuing to shape the future of lead generation, especially with evolving privacy standards? There's AI that you see and AI that you don't see. It’s the latter where a lot of the magic is going to happen. It’s like when a user types in their data — there's an AI that's already scoring that lead and passing that data back on to the traffic source for optimization in real time. Those are things that the people who fill out the forms won't even notice, but it's happening. It will be really amazing to see the speed at which we're able to become more efficient thanks to the use of AI. With evolving privacy standards, that's the visible side of AI, right? People won't want to talk to AI agents when it’s done badly, and that's not going to change any time soon. Every time I'm in an automated call and I have to press one or two or tell them what I want, my blood level spikes. It's a terrible user experience. But, if you're able to integrate it seamlessly to make the call faster and more efficient, everybody wins. The effective use of AI will speed up processes, then, make it more seamless for us to get from A to B, whether it's as an advertiser or a user. Obviously we'll have a lot of inefficient or bad use of AI that'll drag down the perception of it, but it’s important to really focus on how to use AI to seamlessly improve processes and improve revenue per dollar, without upsetting people by overusing it and plugging it in everywhere just because you can. As a user, AI shouldn't be something you even think about. It’s AI as a sort of invisible helper. Yes. It should be like predictive texting: You're writing something and then it finishes it, it's not annoying and you can continue typing if you want and ignore the suggestion. That is the future of AI, it will shape a lot. You mentioned that all marketers should be using AI in some form these days, but for advertisers new to AI-powered lead generation, what's one actionable step they can take on a platform like Realize to get started? Use AI to take the ads you're running on platforms like Meta or Google to bring them to Realize — that's the easiest step. One of the challenges that Taboola was facing for years was, how do we bring people from Meta or Google to Taboola? AI makes that step so much easier. Realize also has the Social Importer tool for doing exactly that. Exactly! You guys have a million ways to do this, and they all work — that's the truth. So, that's the Social Importer is the easiest starting point. Will it be successful? Maybe, maybe not. But, it'll give you an idea of what you have to work on next. If you missed the e-commerce series, no problem — you can read them here: - Driving Direct Response Sales on the Open Web - Building High-Converting eCommerce Funnels with Native Content - Beyond Last-Click — Measuring Engagement on the Open Web --- ### 5 Black Friday Marketing Strategies for Performance Ads Success 2025 URL: https://www.taboola.com/marketing-hub/black-friday-marketing-strategies/ Last Modified: 2025-08-26 10:59:20 Black Friday 2025 is on the horizon, and if you’re in the advertising game, you know this is our Super Bowl. It’s not just about having great deals — it’s about getting those deals in front of the right eyes, at the right time, in a way that makes people actually click. As an advertising copywriter who has navigated (too) many of these holiday frenzies, I’ve learned a thing or two about what works, what doesn’t, and what simply gets lost in the digital chaos. This year more than ever, advertisers need to be smarter, more creative, and more strategic. So, let’s talk about how to build a Black Friday marketing strategy that truly performs and hits your goal numbers. ## Tailor Your Black Friday Campaigns with these 5 Strategies ### 1. Start Early With Mobile-First Content and Urgency The notion that Black Friday begins the Friday after Thanksgiving is severely outdated. Nearly half of holiday shoppers plan to shop before November, myself included — this means your campaign needs to be a marathon, not a sprint. My advice: Publish mobile-first holiday content by October. Mobile devices now account for 55% of holiday e-commerce, and mobile holiday revenue now surpasses desktop earnings. Your customers are glued to their phones, so your content and landing pages should be optimized for that experience. Launching holiday-specific, mobile-optimized pages early helps you reach those eager pre-season shoppers. Headlines that encourage it, like "Beat the Holiday Rush" or something similar, create that early sense of urgency and exclusivity. This initial push sets the stage for capturing early intent and building momentum. ### 2. Embrace Creative Trends: AI, Authenticity, and Action Your ad visuals are your first impression, and during the holidays, they can boost your Conversion Rate (CVR) by a significant margin. Holiday-themed creatives lead to a much higher CVR than generic ones, but it’s not just about shoving holiday cheer down people’s throats and calling it a day. There are key creative trends to leverage, such as: #### AI-Driven Creative Variations Artificial intelligence enables faster creative variations, driving further optimizations at scale. This means you can quickly test different visuals and messages to see what resonates best with your audience. #### Unfiltered, UGC-Style Authenticity In a world saturated with polished ads, DIY imagery can build trust and feel more relatable than traditional stock photos. This user-generated content (UGC) style can make your brand feel more genuine. #### Looping, Short-Form HD Motion Seamless, human-driven videos capture attention and bring products to life. Think about showcasing your products in real holiday moments, like decorating or cooking, to create an emotional connection. My personal take is that if it feels too "ad-like," it might not perform as well. Aim for content that feels natural and is integrated into the user's feed for a feel that’s real and organic. ### 3. Personalize Content and Gamify Calls-to-Action (CTAs) One-size-fits-all rarely works, especially when shoppers are looking for very specific gifts. Instead, personalization is key. Craft content that speaks to specific audiences, incorporating interactive elements such as: #### Personalized Quizzes and Gift Guides Quizzes and lists engage shoppers and simplify holiday buying decisions. It’s an easy go-to that’s been shown to work. Consider a "Find Your Gifting Style" quiz that leads to a personalized gift list. #### Gamified CTAs Turn interaction into a game. Instead of just "Shop Now," think about "Play to Shop". A quiz like “What Should You Gift Your Hard-to-Buy-for Family Member?" can engage users before directing them to purchase, while keeping them entertained throughout. You can have some fun writing it, too, and readers will pick up on that. ### 4. Prioritize Discounts and a Fast Checkout Process Deals are the main attraction here, so don’t lose sight of that, or the fact that most shoppers are looking for deals throughout the holiday season — not just last minute. Your ads need to prominently display urgent promotions to catch their attention, so be sure to highlight savings and slashed prices clearly. Equally important is a frictionless checkout. After you bring in customers with compelling offers, the last thing you want is for them to abandon their cart due to a clunky experience. Emphasize and communicate how easy the process is, and then be sure to deliver on those promises. Every step removed in the checkout process can significantly boost conversions, so make it smooth and simple. ### 5. Implement a Robust Campaign Checklist and Strategy Success on Black Friday isn’t an accident or a fluke — it takes careful and meticulous planning, and a clear strategy. Here’s a checklist of critical steps: #### Implement Tracking 4–6 Weeks in Advance Start collecting data on users who interact with your brand way ahead of peak periods. This early data is going to be invaluable for optimizing your campaigns. #### Integrate Quickly Take advantage of seamless pixel setup and automatic conversion tracking with integrations for platforms like Shopify and WordPress. This takes away the headaches that come with manual coding and theme limitations, allowing you to focus on strategy. #### Start Campaigns Early With Maximize Conversions Launch your campaigns at least five to seven days before peak, using the Maximize Conversions bidding strategy. Start with a daily budget up to 50% less than your target peak budget. #### Set Adequate Budget and Plan for Increases Once you reach 50 conversions, or two to three days before peak, gradually increase that budget. Generally, it’s recommended to increase by no more than 50% at a time to protect your CPA. Also ensure your budget is adequate for the entire campaign duration, especially during peak days. Be prepared for natural CPA and CPC fluctuations due to the competitive holiday landscape. #### Avoid Major Changes During Peak Time Keep targeting, bidding, and other settings stable during peak days. This is crucial to avoid re-triggering the learning phase of your campaigns. #### Monitor Creative Performance Always maintain four to six creatives in rotation and pause any underperforming ones. Continuous monitoring and optimization are key to maximizing your return on ad spend. ## How Realize Makes Black Friday Marketing Easier Implementing these strategies can feel like a lot, especially during the insanity of Black Friday. That’s where a platform like Realize comes into play: Built as a performance engine specifically for driving conversions, it offers creative formats and placements beyond traditional native ads, providing diverse ways to captivate audiences. It can help you publish mobile-first content, allowing you to make your holiday creatives festive, authentic, and kinetic. Realize also supports the integration of personalized quizzes and gift guides, helping you to tailor content and gamify CTAs effectively. “Realize’s GenAI AdMaker enables advertisers to write up holiday-specific headline copy, rework images, and create motion ads out of them, as well as generating new visuals that are holiday themed,” says Maayan Leshem, Taboola’s director of creative shop and AI strategies. Realize also offers: - Codeless Conversions (Beta): Easily create conversion events like “Add to Cart” or “Start Checkout” in Realize — no developers or GTM required. - Tracking Test Tool: Validate your tracking implementation in real time, and ensure your Taboola data matches external reports — a crucial step for reliable performance insights during peak season. - Retarget Engaged Audiences Using Taboola Pixel: Run engagement campaigns before conversion campaigns to capture interest and build a warm audience. Use a simple, compelling hook to attract users early, then guide them down the funnel to convert more efficiently. - Reach New High-Value Shoppers: Use tools like Predictive Audiences to extend beyond your core audience and target high-intent users likely to convert during peak season. ## Key Takeaways Starting early is crucial: Begin your Black Friday campaigns by October with mobile-first content to capture early shoppers. Use holiday-themed, authentic, and dynamic visuals, leveraging AI for optimization where you need it, and implement quizzes and tailored content to create interactive experiences. Highlight discounts and ensure a fast, frictionless checkout process. And don’t stop with Black Friday — target audiences post-holiday for continued engagement. ## Frequently Asked Questions (FAQs) ### How do you attract customers on Black Friday? Customers are diligently looking for deals during this period, so focus on compelling offers, create a sense of urgency and scarcity, use visually appealing and holiday-themed creatives, optimize for mobile shopping, and start promoting your offers early. Personalization through gift guides or quizzes can also significantly boost engagement by helping customers find exactly what they need. ### Which marketing strategy is most commonly used by fashion brands during Black Friday? Fashion brands often lean heavily into visual-first marketing strategies during Black Friday. This includes showcasing their products through high-quality, authentic imagery and short-form video content that resonates with the holiday vibe. They also frequently use personalized recommendations, quizzes to help customers “find their style,” and exclusive early access deals or bundles for mobile shoppers to drive conversions. ### What are the top three most sold categories on Black Friday? While specific data varies year to year, traditionally, the top-selling categories on Black Friday include electronics, apparel/fashion, and home goods. These categories often see some of the steepest discounts, driving high consumer demand. --- ### The 2026 E-Commerce Holiday Calendar: Your Guide to Seasonal Marketing URL: https://www.taboola.com/marketing-hub/ecomm-holiday-calendar/ Last Modified: 2026-03-31 11:50:13 Each year, e-commerce businesses have an opportunity to boost sales during key shopping dates, but in 2026, timing and execution matter more than ever. From New Year’s resolutions to Boxing Week deals, consumers are shopping earlier, comparing more options, and responding to highly targeted campaigns. Whether it’s fitness equipment in January, outdoor products in spring, or major discounts during Black Friday, marketers can reach specific audiences with customized strategies throughout the year. The calendar below highlights the most important e-commerce holidays, along with opportunities to plan, launch, and optimize campaigns when demand is at its highest. What’s changed in our 2026 update: - All dates and holidays updated with 2026 information. - New advice added specifically for changes to holiday commerce in 2026. ## What’s Changed for E-Commerce Holiday Marketing in 2026? While the key shopping dates remain consistent year to year, the ways in which consumers shop and how marketers reach them have evolved significantly. For example, many brands are now launching campaigns earlier, using the weeks leading up to major holidays to test messaging, creative formats, and audience segments. This allows them to identify what resonates before competition peaks. Meanwhile, AI tools have made creative production faster and easier to repeat. Marketers can test multiple ad variations and optimize performance in real time. As a result, they’re able to scale top-performing campaigns more quickly than in previous years. Competition has also increased across traditional channels, as advertisers expand into additional platforms to maintain visibility. The result is a more dynamic, data-driven approach to holiday marketing, one that rewards preparation and adaptability. ## E-Commerce Holidays and Dates in Q1 The first quarter of the year (January through March) is about fresh starts, and shopping trends reflect this, as consumers focus on products that can boost their productivity and self-improvement. Shoppers are also looking for big deals on leftover seasonal products. ### New Year’s Day – Thursday, January 1 Who it's for: Health and fitness enthusiasts, self-improvement seekers, and regular consumers. For many, New Year’s Day represents a fresh start. As people embrace new fitness and nutrition habits, fitness equipment, nutritional supplements, and other wellness products tend to be in high demand. Productivity tools and subscription services also do well, as people look to become more efficient. ### Martin Luther King Jr. Day – Monday, January 19 Who it's for: Shoppers looking for deals, regular consumers. Martin Luther King Jr. Day was created to honor Dr. King’s legacy, so marketers must be sensitive when executing their marketing tactics for the holiday. Brands can offer sales on a wide range of product categories, including clothing, electronics, and home decor. Additionally, because the holiday falls shortly after the holiday season, it presents an opportunity for brands to clear out excess seasonal inventory by offering strategic discounts. ### Valentine’s Day – Saturday, February 14 Who it's for: Couples, gift-givers, jewelry shoppers. Valentine’s Day is a celebration of not only romantic love, but also of friendship and affection. While everyone knows that flowers, chocolates, and jewelry sell well, there is increased interest in experiential gifts, such as spa and travel packages, and self-care items like self-help books and skin care items. ### President’s Day – Monday, February 16 Who it's for: Budget-conscious shoppers. President’s Day is one of several three-day holiday sales weekends during the year. It’s well-known for massive sales, particularly with big-ticket items like mattresses, home appliances, and furniture. As such, marketers can promote significant discounts with messaging like “this weekend only” or “limited-time.” Like Martin Luther King Jr. Day, it’s also an opportunity to clear out any leftover stock from the holiday season. ### St. Patrick’s Day – Tuesday, March 17 Who it's for: Party planners, green apparel aficionados. St. Patrick’s Day is a fun holiday, so festive attire, accessories, and party supplies always do well. E-commerce businesses can promote green-themed clothing, Irish-themed decorations and home decor, and various novelty items. When it comes to marketing campaigns, e-commerce brands should aim to make their marketing campaigns fun in order to draw in shoppers who are looking for unique products. ## E-Commerce Holidays and Dates in Q2 In the second quarter of the year (April through June), consumers are beginning to think about the summer months ahead. As a result, shopping trends tend to favor outdoor products and activities. There are also some key family events, like Mother’s and Father’s Day. ### Mother’s Day – Sunday, May 10 Who it's for: Children, spouses, gift-givers. Mother’s Day is a big event for retail, including e-commerce businesses. Consumers are looking for products that show appreciation to the mothers, grandmothers, and other maternal figures in their lives. In addition to traditional Mother's Day gifts like flowers, jewelry, and beauty products, more consumers are looking for personalized, thoughtful gifts. E-commerce brands that specialize in engraved jewelry and customized photo gifts can do very well. Experience-based gifts, like spa packages and weekend getaways, are also very popular. ### Memorial Day – Monday, May 25 Who it's for: Outdoor enthusiasts, military families. With Memorial Day falling so close to the start of summer, there is increased interest in outdoor items, such as patio furniture, outdoor lighting, barbecues, and coolers. Consumers are also looking for tools for around the home, like lawnmowers and gardening supplies. They’re also looking for deals on travel-related purchases, like camping gear and luggage. As such, many marketers tie their promotions to two themes — the holiday weekend and the start of summer. ### Juneteenth – Friday, June 19 Who it's for: Shoppers supporting social justice and cultural products. Juneteenth, which commemorates the end of slavery in the U.S., has long been celebrated, but wasn’t made a Federal holiday until 2021. It presents an opportunity for marketers who promote products that support Black-owned businesses. Popular items include books, art, fashion, and home decor with cultural significance. The holiday is also an opportunity to offer sales on products that support social justice causes, especially where a portion of proceeds goes toward charitable organizations. That said, marketers should exercise sensitivity when approaching Juneteenth-based campaigns to avoid appearing superficial or inauthentic, which could damage their reputation. ### Father’s Day – Sunday, June 21 Who it's for: Children, spouses, tech and hobby enthusiasts. Father’s Day is similar to Mother’s Day in its focus on gift-giving, but the types of products vary. Tech gadgets, tools, and outdoor gear are always popular with Dads, as are products related to hobbies like sports, fishing, and grilling. Marketers can capitalize on this demand by planning their Father’s Day campaigns around big-ticket items. ## E-Commerce Holidays and Dates in Q3 In the third quarter (July through September), shoppers are dealing with the summer heat and the back-to-school rush. For e-commerce businesses, this means a continued focus on outdoor products as well as a shift toward back-to-school supplies and other educational items. ### Independence Day – Saturday, July 4 Who it's for: Patriotic shoppers, outdoor enthusiasts. Independence Day offers a massive opportunity for businesses selling outdoor-related products. Grills, camping gear, coolers, and backyard pools are all in high demand as families celebrate Independence Day with outdoor activities. Patriotic-themed clothing, flags, and accessories are also popular. Many retailers will promote these products with significant discounts. ### Amazon Prime Day – Mid-July Who it's for: Loyal Amazon shoppers, budget-conscious consumers. Amazon Prime Day has become one of the largest e-commerce events of the year, as Amazon Prime members look for huge discounts on a wide range of products. All sorts of electronics, home gadgets, and beauty and fashion items rank among the most popular categories. Marketers should be prepared to offer substantial discounts in order to compete with all the deals that will be available. ### Labor Day – Monday, September 7 Who it's for: Shoppers looking for end-of-summer deals. The Labor Day weekend comes with big sales in a wide range of product categories. Shoppers can score end-of-season discounts on summer clothing and patio furniture, and sales on travel gear, mattresses, and electronics. Many consumers are also looking to purchase school supplies or prepare for autumn. For marketers, there’s ample opportunity to offer promotions across all of these categories. ### Back-to-School – Late August-Early September Who it's for: Students, parents, teachers. Back-to-school shopping is one of the most predictable retail events of the year for marketers. There is always a strong focus on school supplies, electronics, and clothing. Parents often need to replace backpacks, notebooks, laptops, and other items for their kids. Students also love receiving new tech gadgets, such as tablets and smartphones. If you’re a marketer in the education or technology niche, you can leverage this demand by offering promotions for students and parents alike. ## E-Commerce Holidays and Dates in Q4 The fourth and final quarter of the year marks the approach of the holiday season, which is packed with key shopping dates and major sales events. ### Halloween – Saturday, October 31 Who it's for: Families, party planners, costume buyers. Halloween has become a major event on the calendar, and as such, it drives sales in several product categories. It’s also worth noting that Halloween is no longer just a celebration for kids — it’s equally popular among adults. Of course, costumes are top sellers, but Halloween fans are also looking for accessories, themed party supplies, and decorations. Overall, Halloween is a great opportunity for e-commerce businesses to promote limited-time offers and create themed marketing campaigns. ### Veteran’s Day – Wednesday, November 11 Who it's for: Military families, bargain hunters. Veteran’s Day is primarily a day to remember and reflect. However, retailers have an opportunity to honor veterans and their families with special discounts. For example, many businesses offer exclusive deals to veterans and active-duty personnel on a wide range of products, including big-ticket items such as electronics and home goods. Marketers can tie these offers to themes of patriotism and national pride. ### Thanksgiving Day – Thursday, November 26 Who it's for: General shoppers, early shoppers. Thanksgiving Day may be a holiday centered on family, but it marks the beginning of the shopping rush leading up to Black Friday. Shoppers are gearing up for major Black Friday deals, and marketers can capitalize on this by offering pre-Black Friday discounts or early-bird promotions. Many brands promote products they know will be in high demand during Black Friday and Cyber Monday, such as electronics, clothing, and toys. ### Black Friday – Friday, November 27 Who it's for: Shoppers in search of deep discounts. Black Friday continues to be one of the biggest shopping days of the year for e-commerce businesses, driving significant spikes in traffic and conversions. However, in recent years, it has expanded beyond a single day, and many brands are launching promotions well in advance. Deep discounts on high-ticket items like electronics, appliances, and gaming consoles remain a major draw, along with deals on home goods, toys, and clothing. Marketers use “door-crasher” deals, exclusive promotions, and flash sales to create urgency and drive conversions. Given the level of competition, marketers need to plan ahead, test their campaigns early, and aim for high visibility across multiple channels in the days and weeks leading up to peak shopping periods. ### Cyber Monday – Monday, November 30 Who it's for: Online shoppers, deal hunters. Cyber Monday is geared specifically for online shopping and features deep discounts on tech products, fashion, and home goods. It’s an excellent opportunity for brands to offer online-only promotions, with fast shipping options. They may also want to push excess stock left over from Black Friday. ### Christmas Day – Friday, December 25 Who it's for: Gift-givers. Christmas marks the culmination of the holiday shopping season. While Christmas Day itself may not see much shopping activity, consumers continue to purchase gifts in the weeks leading up to the holiday. Popular gift categories include electronics, toys, clothing, home goods, and personalized gifts. Marketers can use promotions and fast-shipping options to help drive a surge in last-minute sales. ### Boxing Day – Saturday, December 26 Who it's for: Bargain hunters, post-Christmas shoppers. Boxing Day is a major shopping holiday in several countries, including the U.K., Canada, Australia, and New Zealand. It’s generally a time for clearance sales, with many retailers offering discounts on items that didn’t sell before Christmas. Customers can find deals on holiday decor, clothing, electronics, and home goods. Due to the deep discounts offered, many people will use Boxing Day as an opportunity to treat themselves after Christmas, as well. Boxing Day sales often extend for the entire week between Boxing Day and New Year’s Day, with many brands promoting Boxing Week sales. ## Key Takeaways By aligning marketing campaigns with consumers’ evolving needs and behaviors, e-commerce businesses can create more effective and timely promotions. While some product categories, like electronics, clothing, and home goods, are consistently popular, each holiday presents a unique opportunity for brands to offer tailored promotions and foster stronger connections with their customers. Brands that plan ahead, test their campaigns early, and adapt their strategies in real time are better positioned to stand out during high-competition periods. By using this calendar as a guide, you can build campaigns that not only align with key dates, but also perform more effectively in an increasingly competitive landscape. ## Frequently Asked Questions (FAQs) ### What is the best promotional strategy for the Christmas season? During the Christmas season, brands should focus on offering early promotions, limited-time discounts, gift guides, and personalized offers. Shoppers are often searching for discounts in the weeks leading up to Christmas. This gives brands an opportunity to create urgency with their messaging. For example, you could use “while supplies last” to encourage customers to buy sooner rather than later. You can also offer free shipping, bundled discounts, and loyalty rewards to boost your conversions. ### What are the top five items consumers are expected to buy in celebration of the Christmas holiday? During the Christmas holidays, top items include gift cards, electronics, clothing, toys, and home decor. In fact, many of these items sell well during most major holidays. ### What do most people consider the official start of the holiday shopping season? Black Friday is considered by many to be the official start of the Christmas holiday shopping season. Increasingly, however, brands are creating sales events leading up to Black Friday. There is also an increasing focus on shopping days at different times of the year, such as Amazon Prime Day, which occurs in mid-July. ### What are the top three retail companies during the holiday season? Unsurprisingly, retail giants Amazon, Walmart, and Target are usually the top performers during the holiday season. All three companies offer a wide range of products and deep discounts. --- ### Beyond the Banner: 7 Creative Ad Strategies for Q4 Success URL: https://www.taboola.com/marketing-hub/holiday-season-creative-strategies/ Last Modified: 2025-07-29 07:46:08 Q4 can easily become a frenzy for marketers and advertisers trying to tap into holiday sales without going overboard on campaign spending. Shoppers are browsing much earlier than December for holiday purchases, and nonlinear buying journeys add uncertainty and additional challenge. Plus, the sheer volume can seem overwhelming: Holiday spending in the U.S. in 2024 was projected to reach $1.59 trillion, and 53% of shoppers in 2025 plan to spend about the same as last year. I’ve gathered some top creative strategies to help you cut through the noise of Q4, with the help of Taboola’s Creative Team, who constantly tracks and analyzes data on the latest trends for marketers and advertisers to inform this year’s holiday playbook. ## Holiday Shopping Creative Strategies for Q4 Success ### 1. Embrace Interactive Formats Marketers can try a range of interactive, engaging formats to reach new prospects among the crowd. Polls, quizzes, and playable ads can all stand out online, and they have the benefit of combining increased engagement with data collection. Consider how you can personalize interactive content and gamify calls to action (CTAs). This ad, for example, calls back to 1980s video games with its design, and offers a fun and easy way to connect with the brand. ### 2. Time It Right The holiday season now starts long before December, so marketers should start planning campaigns well ahead of Q4. National Retail Federation data finds that nearly half of holiday shoppers — 45% — plan to shop before November. Spending will vary widely by industry and business size, of course. “Our clients in education and B2B often prioritize spending ahead of the holidays, heavily in October and early November, then scale back for December,” says LaVana. It’s important to pay attention to browsing and shopping patterns, too, in order to time your campaigns right and attract users whether they’re in research or active buying mode. “We’ll often see a spike in research for education over the holidays due to more downtime, so we do maintain visibility,” adds LaVana. ### 3. Leverage User-Generated Content (UGC) User-generated content remains a great way to attract attention for your brand without having to invest a lot. It can also bring authenticity and social proof to a holiday campaign. You might, for example, use DIY candid imagery to build trust, rather than using samey-looking stock photos. Consider ways to incorporate less filtered and produced content in general, so readers can relate more to your brand and products. And, if you’re working with influencers or affiliates, line up their participation early for your holiday strategies. ### 4. Use Retargeting Wisely As with any other time of year, be focused on your ideal customer profile (ICP) during the holidays, advises LaVana. “Focus on retargeting efforts to previous site visitors or target email or company lists that you know are the right fit for your product or service,” she says, adding that it’s also essential to look for high-intent users who are actively searching for your product, and to prioritize those efforts versus demographic targeting on oversaturated social channels. ### 5. Tell Stories Through Short-Form Video There’s plenty of opportunity to create short-form videos for Q4 shoppers. Mobile devices make up 55% of holiday e-commerce, outpacing desktop revenue, and that number is only expected to grow. Social media platforms like TikTok and Instagram make it easy to post multiple short videos, engaging with influencers and others where applicable. https://www.youtube.com/watch?v=Rx0om7rWhl0 For slightly longer, memorable holiday video content, consider how you can infuse emotion and connection: Think Apple’s 2021 Christmas commercial, or Etsy’s holiday campaigns that focus on authentic gift-giving. https://www.youtube.com/watch?v=h4TpS0MDHfA&t=1s ### 6. Personalize at Scale Q4 is the time to put all that hard-earned data to work in reaching your leads, customers, and high-intent users. Use the audience segments you have, or tweak existing ones for holiday purposes, and see how you can get creative. For example, use a gamified ad to quiz users on their holiday style, then provide personalized lookbooks accordingly, such as one for a party or event shopper. ### 7. Embrace the Power of Scarcity and Urgency Used well, scarcity and urgency can help move a prospect toward a purchase in Q4. It’s important to communicate limited-time offers or low-stock notices without being too aggressive and turning off buyers. Consider how both copy and imagery can help convey a sense of urgency, as well as get holiday shopping on users’ radars early to make sure they have a wide selection. Simple images early in Q4, such as this Christmas-adjacent one of socks, can spark the shopping urge. ## Key Takeaways Marketers looking for creative ad strategies in Q4 should set the course early, since holiday shopping starts much earlier than December. Creative formats and placements that go beyond the banner can help brands succeed: Consider short videos, gamified ads and CTAs, and personalization, and ensure that you start holiday marketing well ahead of time for best results. In 2025, we’re well beyond static banners as the best way to engage new and returning holiday shoppers. While marketers have a lot of options to succeed in a holiday market, it’s not always easy to determine what will deliver the best performance. One rule holds true, though: As in any other time of year, it’s essential to put your customer first. “Know your audience! Prioritize who they are and where they are to break through the clutter,” says Jackie LaVana, founder of 126 North Marketing. “Make sure your imagery and messaging are clear and stand out.” --- ### How to Prep for Cyber 5: 6 Strategies to Win the Season URL: https://www.taboola.com/marketing-hub/how-to-prep-for-cyber-5/ Last Modified: 2025-08-26 11:16:10 The Cyber 5 period, which includes the five days from Thanksgiving Day through Cyber Monday, is one of the highest-stakes shopping periods of the year. With consumers highly motivated, competition among retailers intensifies, and digital ad space becomes a battlefield where marketers fight for attention. But, while Black Friday and Cyber Monday have become synonymous with deals, marketers need to do more than offer deep discounts if they want to win Cyber 5. To help you gain an edge this year, I’ve consulted with marketing experts and drawn on Taboola’s own Realize headline performance data to identify six crucial ad strategies. ## 6 Strategies to Prepare for Cyber 5 ### 1. Create High-Impact Headlines Marketers can no longer rely on generic headlines or discounted pricing when building Cyber 5 ad creatives. Taboola recently analyzed the performance of previous Black Friday and Cyber Monday headlines from Realize and found that the highest-performing headlines connected with consumers on a deeper level. While Direct Discount headlines still resonate, marketers must include a mix of curiosity-driven, problem-solving, and urgency-based messaging in headlines to stand out. These “hybrid” headlines work well because they connect with shoppers on a human level by solving a real problem or sparking their curiosity. For example, here’s how you could transform a generic headline (using Dyson as the brand) into a high-impact headline that incorporates curiosity-driven, product-solution, and urgency elements: - Generic: “Dyson Black Friday Deals — Shop Now!” - High-Impact: “Black Friday Sale Ends Tonight: Save 40% on Dyson — Breathe Cleaner Air Before Winter Hits” As Esther Altomare, head of industry enterprise advertising at Taboola, puts it, “The key is balancing intrigue with clarity, making the benefit obvious while evoking just enough curiosity to prompt a click.” ### 2. Plan and Stress Test Creatives Early If your ad campaigns haven’t been tested in advance, small cracks can become major problems. As such, by the time Cyber 5 arrives, your ad creative should already be a proven winner. According to Aaron Whittaker, VP of demand generation at Thrive Internet Marketing Agency, “The brands that win aren't the ones optimizing in November, but the ones that have started tracking lead indicators by late summer. I have personally witnessed campaigns where a mere 0.5% lift in click-through rates during September will lead to a double-digit revenue increase over Cyber 5.” The key takeaway here is that you should test early and address any issues before November. That means preparing for Cyber 5 months in advance, rather than performing a last-minute sprint. As David Quintero, CEO of NewswireJet puts it, “By the time Black Friday hits, testing season is already over. Enter peak season with high-performing assets dialed in, not unproven ideas.” ### 3. Leverage Historical Data to Forecast Demand and Allocate Budgets You can find valuable clues about where to focus your resources from previous years’ Cyber 5 sales events. While planning your creatives and allocating your budgets, take a close look at last year’s key performance indicators (KPIs), including traffic patterns, sales results, and channel performance. This should give you some ability to forecast which categories are likely to outperform last year. Paul DeMott, chief technology officer at Helium SEO, follows this approach when planning for Cyber 5: “We start by examining past data from similar events to get an idea of the traffic and the key products that will sell. We use this knowledge to develop very specific campaigns that will touch the right users at the right time.” For DeMott, certain KPIs provide additional insight. For example, he looks closely at conversion rates to measure the effectiveness of specific landing pages and offers. He also tracks order values to gauge the effectiveness of efforts to encourage customers to make larger purchases. But, he says, the most important one is return on ad spend (ROAS). According to DeMott, “It comes in handy when tracking the direct relationship between the amount of money used in the ad and the revenue.” Of course, when using past years’ performance data to plan this year’s Cyber 5 campaigns, remember that you will still need to make real-time adjustments as you go. ### 4. Be Ready to Make Real-Time Adjustments Smart marketers plan their Cyber 5 campaigns well in advance, by analyzing last year’s results and stress-testing their ads in the months leading up to Black Friday and Cyber Monday. That said, Cyber 5 is far too dynamic to rely on a set-it-and-forget-it approach. As you’ve likely experienced, the landscape — including consumer behavior, competitive pricing, and even supply chains — can change within hours. A campaign that looks bulletproof on Friday morning could be underperforming by Saturday if your competitor offers a deeper discount or a popular item sells out. As a marketer, you have to be prepared to make adjustments on the fly. That might include swapping out underperforming ad creative, shifting your budget to a higher-performing channel, or changing your messaging to keep up with shifts in consumer sentiment. Himanshu Agarwal, CEO of recruiting firm Zenius, recommends that businesses develop a real-time agility plan: “Monitoring daily performance has helped me switch out underperforming creatives early. I replaced these with backup offers and/or creative assets prepared in advance.” Fortunately, there are several AI-powered marketing tools at your disposal that can make real-time adjustments much easier. Platforms like Realize can monitor multiple KPIs, such as click-through rates (CTRs) and ROAS in real time, and quickly alert marketers to underperformance. They can then recommend next steps, like adjusting audience targeting or increasing bids on top-performing keywords. ### 5. Create Dedicated Cyber 5 Landing Pages and Exclusive Offers By creating a dedicated Cyber 5 landing page, you can consolidate all of your offers. This not only makes it easier for shoppers to find your promotions and deals, it also makes for more accurate performance tracking. Lou Haverty, owner of e-commerce brand Tank Retailer, takes this approach every year: “We negotiate exclusive manufacturer discounts one to two months in advance and direct all traffic to a Cyber Monday landing page, supported by targeted Google display ads and email campaigns.” Ultimately, you can use a well-designed landing page, along with exclusive offers, as the centerpiece of your Cyber 5 campaign. ### 6. Use the BFCM Continuum to Maintain Momentum Across All Five Days Many shoppers view Cyber 5 as one extended shopping event, rather than individual days. Marketers should do the same by building campaigns that cover the full period from Thanksgiving through Cyber Monday. Along the way, messaging can shift to match buyer sentiment at every stage. For example, in the days leading up to Black Friday, you can leverage “early access” messaging to capture shoppers who like to plan ahead. Over the weekend, you can promote urgency and exclusive offers to drive sales. Finally, on Cyber Monday, you can frame your offers as a “second chance” for deals shoppers may have missed earlier. ## Key Takeaways While marketers must be prepared to make last-minute adjustments during Cyber 5, successful campaigns are often the result of advanced planning, including careful analysis of previous campaigns and rigorous testing of creatives in the months leading up to Cyber 5. Creative assets need to be validated before November, with ad variations and backups ready to go in case consumer demand shifts, supply chains break down, or competitors change their pricing strategies at the last minute. Pay close attention to your headline strategy, too: Don’t settle for generic headlines or those that focus solely on price. Direct discount headlines are acceptable, but incorporating elements of curiosity, urgency, and problem-solving is critical if you want to persuade high-intent consumers. Finally, remember to treat Cyber 5 as one continuous shopping event, rather than a series of disconnected sales days. You can choose a single narrative and allow it to evolve through the different stages of the period. ## Frequently Asked Questions (FAQs) ### What are the top trends in 2025 Cyber 5 advertising? For 2025, the biggest trends in Cyber 5 advertising include using hybrid headline strategies that combine persuasive elements, the ability to adjust ad creatives in real time, and producing and testing creatives early, long before November. ### How can I craft abandoned cart email sequences for Cyber 5? You can use a three-step sequence. Start with an immediate reminder letting the shopper know that they’ve left the item in the cart. Then, follow up within 24 hours, using urgency messaging: “Low stock” or “sale ending soon” keywords are good examples. Finally, make one last push before the sale ends. You may even want to include an extra incentive, such as free shipping. ### What are the key KPIs to track during Cyber 5 to measure the success of my advertising campaigns? Conversion rate, cart abandonment rate, average order value (AOV), return on ad spend (ROAS), and incremental revenue per visitor are all important KPIs to track during Cyber 5. Make sure you’re monitoring them in real time so that you can make adjustments as needed. This can include optimizing your creative or reallocating your budget to the highest-performing areas. --- ### One Through 10: What Your Google Quality Score Says About Your Advertising URL: https://www.taboola.com/marketing-hub/quality-score/ Last Modified: 2025-08-21 11:02:21 So your ads are hitting a Quality Score of 10? Great! That means better placement in search engine results pages (SERPs), lower costs paid per click of your online ads, and, almost assuredly, a better conversion rate with your customers. Batting a bit closer to three or two or even… one? A low Google Ads Quality Score can pretty much guarantee your ads are hardly being served to a relevant audience at all — and when they are, you’re probably paying more than you want for clicks that may not even be driving potential customers further down the funnel. Your Google Ads Quality Score is a measure of the quality of your ads, to be sure, but it’s also a self-fulfilling prophecy: With ads that rank well in this metric usually comes more success; with ads that rank poorly come negative outcomes. ## Understanding Quality Score in Paid Search In Google Ads, and similar platforms like Microsoft Advertising, a Quality Score is a metric that reflects the overall quality of a marketer’s ads and the landing pages to which those ads point. The Quality Score is used to determine ad ranking and cost-per-click (CPC). This indicator is a diagnostic tool, typically on a scale of one to 10, that indicates how relevant and useful your ads are to users searching for your keywords. It also tells the search engine how well to rank you and how often to serve your ads. Quality Score is important for paid search advertisers because it directly impacts ad costs and visibility on search engine results pages. ### Where Can Advertisers See Their Quality Scores? Marketers can see their Quality Scores within their Google Ads and Search Ads 360 accounts by customizing the keyword columns. By adding a "Quality Score" column, marketers can view the overall score and its components: Expected CTR (click-through rate), Landing Page Experience, and Ad Relevance. ### Is Quality Score a Real-Time Metric? Quality Score is generally considered a real-time metric, as it’s updated each time your ad is triggered in an auction. That means your score reflects the current relevance of your ad to a user's search query. ## Factors Influencing Quality Score Quality Score is not a one-size-fits-all proposition; there is a lot that goes into the “numbers” the algorithms crunch, and historical performance is a significant factor contributing to your Quality Score. Specifically, the individual keyword and a matched ad, as well as the overall historical CTR of the entire Google Ads account, are factored in when calculating the expected CTR, a key determinant of Quality Score. ### What Is the Expected Click-Through Rate and How Does It Affect Quality Score? In Google Ads, the expected CTR is a prediction of how likely a user is to click on an ad when it appears for a specific keyword. It's a crucial component of Quality Score, which significantly impacts ad rank and CPC. A higher expected CTR generally means a higher Quality Score, which can lead to lower costs and better ad positioning. ### How Does Ad Relevance to Keywords Impact Quality Score? Ad relevance is a key factor in determining an advertisement’s Quality Score. A higher ad relevance score, which indicates how closely the ad copy aligns with the searcher's intent, leads to a higher Quality Score. This, in turn, can result in lower cost-per-click and better ad positioning. ### How Does Landing Page Experience Influence Quality Score? Landing page experience is a critical factor heavily influencing your Google Ads Quality Score. A good landing page experience — characterized by relevance, usefulness, and user-friendliness — can lead to a lower CPC and improved ad rank. Conversely, a poor landing page experience can negatively impact your Quality Score, resulting in higher CPCs and lower ad positions. ## The Benefits of a High Quality Score The better the score, the better the SERPs placement, the lower the costs, and the more the conversions. What’s not to like? ### Does a High Quality Score Impact Eligibility for Ad Extensions and Other Features? A higher Google Ads Quality Score can dramatically impact the eligibility of your ads for display with ad extensions and other ad formats. Ad extensions, like sitelinks or callouts, can in turn enhance the visibility and effectiveness of your ads by providing additional information and functionality. Google's algorithm determines whether or not these extensions are shown based on several factors, including ad placement, other ads on the page, past extension performance, and your ad's rank. ### How Does It Contribute to Better Overall Ad Performance and ROI? A high Quality Score in Google Ads leads to better ad performance and a higher return on investment (ROI) through lower costs, improved ad placement, and increased visibility. A higher Quality Score indicates that your ads, keywords, and landing pages are well-aligned and relevant and useful to users, which Google rewards with lower CPC and better ad positions. This leads to more clicks, conversions, and ultimately, a better ROI for your ad spend. ## Diagnosing and Improving Quality Score A low Quality Score will negatively affect how your ads perform, but it’s not a life sentence. In most cases, with effort, you can improve your Quality Score within a matter of weeks. ### How Can You Identify Which Keywords Have Low Quality Scores? To identify keywords with low Quality Scores in Google Ads, you can utilize the Quality Score filter in your account and examine the individual keyword Quality Scores and their components. A score of seven or above is considered good, while a lower score, typically below five, indicates lower relevance and potential for improvement. ### What Steps Can You Take to Improve Your Expected CTR? To improve your expected CTR, focus on making your ads more relevant and appealing to your target audience. This often involves optimizing ad copy, using more relevant keywords, refining your targeting, and leveraging ad extensions. Additionally, consider A/B testing different ad variations and landing page variations and monitoring your campaign performance to make necessary adjustments. ### What Are Some Strategies for Improving Landing Page Experience? To enhance a user’s experience on your landing pages, focus on clarity of design and copy, page load speeds, and engagement opportunities. Simplify a page’s design to ensure faster loading times, and make the call to action (CTA) clear and prominent. Align the landing page content with the ad that led the visitor there, and optimize it for viewing and interaction on mobile devices. Also, consider using social proof like testimonials and incorporating engaging elements like videos or interactive features. ## Common Misconceptions About Quality Score You need to know what’s accurate and what’s not when it comes to Google Ads Quality Scores so you can approach them properly. ### Is Quality Score a Direct Ranking Factor? Quality Score in Google Ads is a ranking factor for paid search results, but it’s not a direct ranking factor for organic search results. Quality Score is a metric used to assess the quality of your ads and landing pages in the context of paid advertising, specifically in Google Ads. While it influences ad rank and cost per click in paid search, the score does not directly impact how your website ranks in organic search results. ### Can You Directly Buy a Higher Quality Score? You can’t directly buy a higher Quality Score with Google Ads. While your bids and budget can impact the visibility of your ads (which might indirectly influence the data used to calculate your Quality Score), they are not direct factors in determining the score itself. Think of your Quality Score as a reflection of how good and relevant Google deems your ad experience to be for users, rather than a price tag. ### Does Pausing and Restarting Campaigns Affect Quality Score? Pausing and restarting a Google Ads campaign does not directly impact Quality Score, but it can indirectly affect performance. While your Quality Score and historical data are retained, performance may be delayed when a campaign is resumed due to a learning period required for the algorithms to adjust. ### Is Quality Score the Same Across All Match Types for a Keyword? Quality Score is not different for a keyword based on its match type. A keyword's Quality Score is the same regardless of whether it's used in a broad phrase, or exact match. It's calculated based on the performance of search queries that are an exact match to that keyword. ## Key Takeaways A Google Ads Quality Score is a metric that estimates the relevance and quality of your ads, keywords, and landing pages. A higher Quality Score generally leads to lower costs (in the form of lower CPC) and better ad positioning in search engine results, making it crucial for campaign success. While a good Quality Score is beneficial, it's not a key performance indicator (KPI) to optimize directly; instead, focus on improving the underlying factors that influence it. These include expected CTR, ad relevance (how closely your ad copy matches the user's search query, for example) and user landing page experience. ## Frequently Asked Questions (FAQs) #### What is a "good" Quality Score? A good quality score is generally considered to be seven or above, with a 10 being the best possible ranking, while a poor score is seen as below five. With improved ad relevance and landing pages, you can usually start to raise Quality Scores within a month or so. #### How often is Quality Score updated? An ad’s Quality Score is updated by Google Ads every time an ad enters an auction, which can be multiple times a day for high-volume keywords. While the underlying score is constantly recalculated, the displayed quality score in the Google Ads interface might not update immediately and can lag behind. #### What tools can help me analyze and improve my Quality Score? To analyze and improve your Google Ads Quality Score, you can always use tools within Google Ads itself, such as the Keyword Planner and the Search Terms report, but also consider leveraging third-party platforms like Semrush, WordStream, and Ahrefs. #### How important is mobile landing page experience for Quality Score? A good mobile landing page experience directly impacts the Quality Score, which in turn affects ad ranking and cost-per-click. Google assesses the relevance, transparency, and usability of your landing page, and a mobile-friendly, fast-loading, and easy-to-navigate page contributes to a higher Quality Score. --- ### What Is a Session in Digital Marketing? URL: https://www.taboola.com/marketing-hub/session/ Last Modified: 2026-06-22 08:37:24 You might not think of your time browsing a website or scrolling a social media platform as a “session,” but many advertisers certainly do. In the world of online marketing, monitoring user session behavior is vital to understanding how a campaign is performing. ## Defining and Understanding Sessions The moment a user opens a site or app — whether by clicking or tapping a link or by accessing the platform directly — the session has begun. ### How Do Different Analytics Platforms Like Google Analytics Define a Session? In Google Analytics, a session is defined as a group of user interactions with a website that occur within a specific and continuous given time frame. The default time frame, or session timeout, is 30 minutes of inactivity. If a user is inactive for more than 30 minutes, any subsequent activity is considered a new session. Sessions also end by a user simply navigating away from a site or out of an app, or by the closing of a browser or powering down of a device. ### What Are the Default Session Timeout Settings, and Can They Be Customized? As mentioned, 30 minutes is the default time after which a session is considered over on most platforms, but this timing can be customized in most cases. If the timing is not set, after 30 minutes of inactivity, no more web analytics — such as user activity including clicks and taps, videos watched, likes and comments, page views, etc. — will be collected in that session. ## Key Metrics Related to Sessions ### What Is the "Number of Sessions" Metric and What Does It Tell You? In Google Analytics, the "Number of Sessions" metric represents the total number of individual user interactions with a website or app within a specific time frame. It indicates how frequently users engage with the content, providing insights into user engagement and the effectiveness of the site in retaining visitors. ### What Is "Users" Versus "Sessions" and Why Is This Distinction Important? Users represent unique individuals who have visited a website or app, while sessions represent the number of visits, or interactions, a user makes on a website. A user can have multiple sessions, especially if they return to the site repeatedly or remain active for extended periods. The distinction is important because it provides different perspectives on user behavior. Analyzing both metrics helps in understanding user engagement and website effectiveness. ### What Is "Sessions Per User" and What Does It Indicate About User Engagement? "Sessions per user" is an important metric measuring the average number of sessions (sometimes also called “visits”) a user initiates on a site or in an app within a given timeframe. It's a great indicator of user engagement that shows how frequently a user returns and interacts with the platform. A higher sessions per user ratio generally suggests greater engagement with lots of return visits, while a lower ratio may indicate a higher bounce rate and a need for improvement in user experience (UX) or content relevance. ### How Does "Session Duration" Provide Insights Into User Behavior? Session duration information provides insights into user engagement and content efficacy by showing how long users interact with an app or website during a single visit. Longer session durations generally suggest higher user engagement, while shorter sessions can indicate a lack of interest, difficulty in finding information, or poor site function — though a short session can also indicate an efficient user experience that was actually quite a good one! That’s why analyzing session duration alongside other metrics like pageviews and user behavior patterns offers a more comprehensive understanding of user engagement. ### What Is "Pages Per Session" — or "Session Depth" — and What Does It Measure? "Pages per session," also known as "session depth," measures the average number of pages a user views during a single visit to a website or application. It's a key engagement metric, indicating how deeply users explore a site or app during a session. ## The Importance of Sessions in Digital Advertising If someone comes back to your restaurant time and time again and they have a leisurely two-hour dinner every time, they’re probably enjoying the atmosphere and the menu, right? If they come in once, look around the dining room, and bolt, that was not a good dining experience. With online marketing, studying sessions provides the same sort of customer data. ### How Can You Analyze User Behavior Within a Session After They Click on an Ad? Understanding what users do after clicking on your ads is crucial for optimizing your marketing efforts and improving their overall experience. You need to see how long they spent on the page to which they were directed, what actions they took, and if a conversion took place. The more steps the person took, the better the ad worked. ### How Can You Segment Sessions Based on Traffic Sources Like Paid Search or Social Media? Segmenting your website sessions by traffic source (like paid search, social media, and so on) in analytics tools provides valuable insights into user behavior and campaign performance. You can utilize “Urchin Tracking Modules” (UTMs), which are small code snippets added to the end of a URL, to track the performance of online marketing campaigns. In Google Analytics, sessions play a crucial role in understanding and attributing conversions by providing context to user behavior on your website or app. ## Analyzing Session Data for Optimization ### How Can You Use Session Duration and Pages Per Session to Assess Engagement? Session duration and pages per session are important metrics for assessing user engagement on a website. Longer session durations and higher pages per session indicate that users are finding the content valuable and are actively exploring the site. Conversely, short session durations and low pages per session may suggest a lack of engagement, difficulty in finding information, or poor content quality — or again, it may indicate a very well-designed site that allows for immediate action. That said, very high bounce rates — when a user enters and then exits a page without taking any meaningful action — definitely indicate a content and/or ad relevance problem. ### How Can You Compare Session Metrics Across Different Traffic Sources or Campaigns? To compare session metrics across different traffic sources or different campaigns, you can use tools like Google Analytics to analyze metrics such as bounce rate, average session duration, conversion rate, and pages per session. By examining these metrics for each traffic source (organic search, social media, paid ads, and so on), you can identify which channels are most effective at driving engagement and conversions. ### What Are Some Advanced Techniques for Analyzing Session Data? Session data is often a veritable treasure trove of information about user behavior, and it can be analyzed using a variety of advanced techniques to extract deeper insights and drive better decisions. Beyond basic metrics like page views and bounce rates, these advanced approaches — such as session replay, advanced experimentation, and behavioral segmentation — allow for a more nuanced understanding of user journeys and interactions. ## Limitations of Session-Based Analytics ### What Are Some of the Limitations of Relying Solely on Session Data? While session data offers valuable insights into immediate user behavior, relying solely on it presents numerous limitations for marketers seeking a comprehensive understanding of their audience and how their campaigns are working. The main issue is that session data provides a “snapshot” of user interactions within a specific timeframe, but struggles to connect multiple sessions to the same user, making it difficult to understand the full customer journey or identify returning customers. Also, ad blockers and browser restrictions can interfere with session data collection, preventing the loading of tracking scripts and cookies. ### How Can Cross-Device Tracking Impact the Accuracy of Session Metrics? Cross-device tracking can significantly improve the accuracy of session metrics by providing a more holistic and less fragmented view of the user journey. Without it, traditional analytics approaches (that often rely on cookies) struggle to connect user activity across different devices, risking skewed and inaccurate session metrics. ### How Do Single-Page Applications (SPAs) Affect Session Tracking? SPAs can revolutionize user experience with dynamic content updates and by eliminating the need for full-page reloads. While this provides a smoother and more responsive feel, like a native application, it does also significantly impact how session tracking is managed and usually requires a different approach compared to traditional multi-page applications (MPAs). ### Are There Alternative or Complementary Approaches to Analyzing User Behavior? There are several alternative and complementary approaches to analyzing user behavior in online marketing, beyond traditional metrics like page views, session analysis, and the like: - Quantitative research methods use numerical data to identify patterns and trends in customer behavior. - Surveys and questionnaires gather data from a large number of users to understand their preferences, purchasing habits, and satisfaction levels. - Behavioral data analysis synthesizes data from user interactions with websites and apps, such as website visit patterns, purchase histories, and usage data. - Heatmaps visualize user interactions on a website or app by displaying areas where users click, scroll, or move their mouse: This helps identify popular elements or areas for improvement. ## Key Takeaways In digital marketing, a “session” refers to all of a user’s interactions with a website (or app) within a specific timeframe. The metric aims to capture a user's visit, encompassing all the actions they take, such as page views, likes, comments, or transactions, from the moment they enter until they leave or become inactive for a defined period. Understanding sessions is crucial for digital marketers as it provides insights into user behavior, website engagement, and the effectiveness of marketing campaigns. ## Frequently Asked Questions (FAQs) ### What happens when a user is inactive on a website? It varies from site to site, of course, but when a user is inactive on a website, several things can happen, depending on the website's policies and how it's designed. Generally, the website might log the user out automatically. In marketing terms, after 30 minutes, a session is considered over if there is no action. ### Do multiple tabs opened by the same user count as one session? Multiple tabs opened by the same user within the same browser usually count as a single session. When a user opens a website in multiple tabs, they are typically using the same browser instance and the same session data (like cookies) is shared across all those tabs, per multiple online resources, such as Adobe Analytics. This means that any actions performed in one tab will be reflected in other tabs, and logging out of one tab will log the user out of all tabs. ### How are sessions tracked across different visits from the same user? Sessions are tracked across different visits from the same user primarily through the use of cookies and user IDs. When a user visits a website, their browser typically receives a unique cookie, which acts as a persistent identifier. If the user returns, the website can recognize the cookie and associate the new visit with the existing session. User IDs, when implemented, provide a more robust way to track users across devices and browsers by associating a persistent identifier with the user's account. ### Can a single user have multiple sessions on the same day? Yes, a single user can have multiple sessions on the same day. The ability to have multiple sessions simultaneously depends on the specific application or system being used: For example, some web applications allow users to log in from multiple browsers or devices simultaneously, creating separate sessions. Other systems, like Remote Desktop Services, may have settings that restrict users to a single session at a time, but these settings can be configured to allow multiple sessions. ### How can I troubleshoot discrepancies in session data? To troubleshoot discrepancies in session data, start by identifying the source of the issue, comparing data across different sources, and checking for errors. Investigate potential causes like different tracking methods, session timeout settings, or data filtering, and utilize tools for data validation and cleaning to ensure data accuracy and consistency. --- ### Stop the Scroll: How to Design High-Performing Holiday Ads URL: https://www.taboola.com/marketing-hub/design-high-performing-holiday-ads/ Last Modified: 2025-07-31 08:46:06 Holiday ads compete for attention in a busy market during a relatively short period of time. Crowded user feeds mean that marketing and advertising teams have to design ads that stand out and entice readers to buy quickly. That said, the holiday season also brings specific opportunities for ad design, as teams look to creative work to increase conversions and purchases. A successful December can end the sales year on a high note, meeting goals and setting the business up for success in the new year. Check out the tips below on how to design high-performing holiday ads, and the Taboola creative team’s playbook for success. ## Enhance Your Holiday Ads Performance With These 7 Design Tips ### 1. Create Visually Striking Imagery and Video Good holiday design starts with high-quality visuals, festive themes, and a clear product focus. Consider how your design can stand out across images, photos, and videos, paying attention to every detail. “Be unexpected: Remember that your content will be surrounded by a plethora of similar holiday themes,” advises designer Liz Parmalee. “Instead of using the common hunter green and cherry red combination, consider alternatives like lime green and magenta, or orange and pink. Maybe the traditional ‘Silent Night’ navy turns into a deep purple.” Consider every detail as you’re designing ads to grab attention during the holiday seasons. “Let your typography stand out — while others may be using script fonts, you could choose something with more personality,” suggests Parmalee. “Rethinking scale and type hierarchy can also help capture the user's attention without screaming at them with colors or graphics.” ### 2. Tell an Authentic Story Try including authenticity and evoking emotion, depending on your product, market, and advertising channels. For the holiday season, you might use ads to tell stories about family, friends, and connection. Taboola’s Holiday Creative Playbook recommends authentic, kinetic creative, like this: Also consider subtle festive touches or clever, simple wordplay in your ads. You can break out the overall holiday season into sub-seasons, too, like Black Friday, Cyber Monday, Christmas, and New Year’s. Match creative to each of these blocks of time as you also maintain brand consistency and guidelines for good copy, visuals, and calls to action (CTAs). ### 3. Write Compelling Headlines, Copy, and CTAs You’ve only got a second to catch a shopper’s attention, whether it’s in an email, on social media, or in a paid ad. Write benefit-driven headlines and CTAs, and include emotional triggers and a clear value proposition. CTAs should be prominent and action-oriented, and you might test different phrasing ahead of time to see what works best. “Keep it short and punchy,” recommends digital marketing specialist Honey Chhatani. “Make the value proposition immediately obvious — what the offer is, why it matters, and how to act. This is critical when attention spans are short.” In addition, incorporate seasonal elements like urgency cues, gift-giving language, countdown timers, or last shipping date reminders to drive action, says Chhatani. “Add urgency with phrases like ‘Only a few left’ or ‘Offer ends tonight.’ Real or perceived scarcity can dramatically boost CTR and sales.” ### 4. Get the Details Right in Advance The holiday season starts earlier and earlier, with research and initial browsing often taking place in October or even before. Line up your creative with the tactics you plan to use for a robust strategy. “Sync paid and organic creative,” suggests Chhatani. “Make sure your social, email, landing pages, and ads are aligned in theme, tone, and visuals. A consistent story across touchpoints increases brand recall and trust.” While your message should stay consistent, you can still tailor visuals and tone to fit the platform, so Instagram vs. email vs. search may have subtle variations. In addition, start teasing campaigns before they go live, Chhatani advises. “Just like Amazon promotes Prime Day in advance, you can create excitement and build purchase intent with early announcements, preview emails, or waitlists.” Use predictive analytics and real-time personalization to serve the most relevant ad variation and placement to each user segment. The right keywords for SEO are also essential. “Filter out irrelevant or underperforming search terms to prevent wasted spend in paid search campaigns,” says Chhatani. “Focus on keywords that are tightly aligned with your offer and customer intent. Think relevance, not just volume.” ### 5. Emphasize Brand Identity The holiday season isn’t the time to rebrand or otherwise dramatically change your company’s brand identity. Instead, it’s an opportunity to reinforce your existing brand recognition and promise. For smaller companies, their holiday creative can do this alongside driving sales. “Focus on creating something simple, distinct, and scalable,” says Parmalee. “The goal is for people to see your logo or brand color across an event hall or in their web browsers and immediately recognize you.” Smaller businesses or startups in particular can elevate what’s already working without disrupting brand recognition, adds Parmalee: “Try a slow, deliberate enhancement of the elements of your brand that are working well and are already recognizable.” Consistency is also important for timing and messaging during the holiday season. “Ensure your ad launches, emails, and social posts align for product drops or big announcements,” says Chhatani. ### 6. Optimize for Mobile First Holiday shoppers are browsing, researching, and buying on their phones like never before: Mobile devices are expected to make up about 60-63% of online traffic during the 2025 holiday season, with desktop computers making up the rest. “Most holiday traffic is mobile,” agrees Chhatani. “Ensure creatives are designed for small screens — short copy, large and clear CTAs, fast-loading visuals, and vertical video formats where relevant.” Concise messaging and thumb-stopping visuals can also catch the attention of users quickly. The entire mobile shopping experience should be very smooth and easy: “Prioritize fast load times and seamless checkout UX,” advises Chhatani. Check out the holiday creative playbook for more on mobile optimization. ### 7. Test Different Ad Formats and Types There’s a whole world of ad formats to explore in modern digital marketing, such as carousel ads, motion ads, video ads, and traditional static images. They all have their place in a holiday marketing mix and each can contribute to different goals. Draw on past performance data when you’re building a holiday campaign. “Look at what performed well in past campaigns — what messages, visuals, and formats led to higher engagement or conversions?” asks Chhatani. “Document your findings and build on them.” There are lots of ways to experiment with engaging users, too. “Motion is a helpful tool for drawing the eye to your ad,” says Parmalee. “It doesn't need to be an elaborate animation — having an element swish into view or pulse can be enough to catch the user's eye.” Performing testing on any new formats is important, especially to understand the line between engagement and overload. “While larger and more complex animations can certainly attract attention, they may also end up being distracting or annoying,” warns Parmalee. “Start with something simple, and conduct an A/B test comparing your animated ad with a static version to measure any differences in engagement.” ## Key Takeaways Creative ad best practices during the holiday generally rely on the same principles as good ad design during the rest of the year. “Marketing design serves a specific purpose: to support the carefully crafted initiatives of the marketing team,” says designer Liz Parmalee. “Consider the story you want to tell, the emotions you want to evoke, and the actions you want the user to take. Everything else is icing on top.” The holiday season can outperform the entire rest of the year when marketers and advertisers create and promote high-quality, user-focused ads. Designing visually compelling work with short, snappy copy and clear CTAs is essential for holiday success. Teams should also pay attention to consistent brand identity, timing, and ad formats for the best possible holiday ad performance. --- ### Insights Backed by Realize Proprietary Data for Your 2025 Cyber 5 Ad Copy URL: https://www.taboola.com/marketing-hub/realize-data-cyber-5-ad-copy/ Last Modified: 2025-09-11 09:55:28 For years, Black Friday and Cyber Monday have dominated the holiday shopping season. It’s critical for digital advertisers to be strategic when creating ad copy and headlines to capture attention and drive engagement during this time, so to help you prepare in 2025, we’ve analyzed previous Black Friday and Cyber Monday ad headline performance. The findings from our proprietary Realize data sheds light on various headline performance trends, both top performers and underachievers. Here, I’ll provide you with insight-based tips you can implement as you build your 2025 Cyber 5 ad copy. ## Qualitative Headline Categorization We carefully reviewed all of the headlines in our analysis and assigned them to specific categories, based on their central persuasive technique or messaging strategy. Classifying all of the headlines into specific groups allowed us to understand which types of headlines resonated with consumers, and why certain types performed better than others. Here’s a closer look at the different headline categories used: ### Direct Discount/Price-Focused (DD) Direct discount or price-focused headlines highlight financial savings and discounts, and are one of the most widely used strategies during Black Friday and Cyber Monday. Examples, such as “Up to 70% off!” or “Save $320,” focus on the price advantage of a product and are designed to appeal to value-conscious consumers. There is power in a clear, measurable discount, especially during major shopping events like Black Friday, when people are faced with a bewildering array of offers. ### Urgency/Scarcity (US) Urgency and scarcity-driven headlines (think, “Selling out fast!”) trigger an immediate emotional response from consumers by homing in on limited-time offers or product availability. They can tap into customers’ fear of missing out, or FOMO, which can cause them to act quickly, even impulsively, to secure an excellent deal. This approach is consistently effective across Black Friday and Cyber Monday campaigns. ### Product/Brand-Specific (PB) Product or brand-specific headlines target a more intent-driven audience by directly naming a particular product. Examples could include “Dyson Black Friday Deals” or “Save on the iPhone 16.” Shoppers who respond to these types of headlines know precisely what they’re looking for and are searching for the best deal on those particular items. ### Benefit-Oriented (BO) Unlike direct-discount headlines, benefit-oriented headlines shift the focus away from just price and toward the positive impact the product can have on the consumer. Headline examples might include “Save on Energy Costs This Winter,” or “Get Salon-Quality Hair with the Dyson Airwrap.” This approach extends beyond price and appeals to consumers’ quality of life. ### Problem/Solution (PS) Problem/solution headlines are highly effective as they identify a customer pain point before presenting the product as the solution. One example is, "Hate waiting in long lines? Skip the chaos with our exclusive Black Friday online deals!” This highlights the problem of long lineups in shopping malls during Cyber 5 and presents the solution of securing great deals online from the comfort of your home. This type of headline often performs well as it appeals to customers’ immediate needs. ### Curiosity/Intrigue (CI) The goal of curiosity-driven headlines is to create surprise or pique a customer’s interest, making them want to click on the ad to learn more. Examples like “Born Before 19XX?” or “Cyber Monday is almost here — but this exclusive offer might disappear first!” create a sense of mystery and intrigue. The goal with these types of headlines is to prompt customers to click on the ad to discover the rest of the story. According to Esther Altomare, head of industry enterprise advertising at Taboola, Curiosity/Intrigue and Problem/Solution headline styles both “drive engagement by tapping into emotional triggers and offering quick, relatable fixes. The key is balancing intrigue with clarity, making the benefit obvious while evoking just enough curiosity to prompt a click.” ### Generic Sale/Event Announcement (GS) Some headlines are more generic and simply announce a Black Friday or Cyber Monday sale without providing further details. While the purpose of these headlines is to reach a broader audience, they can be ineffective in generating clicks. ### Informational/Guidance/News (IN) Informational headlines tend to be less promotional and mainly focus on providing valuable information to consumers. Examples include “Tips for Avoiding Black Friday Scams,” or “How to Get the Best Cyber Monday Deals.” While these ads are not directly tied to a sales transaction, they still play a crucial role in influencing customer decisions during the Cyber 5 period. ### Call to Action (CTA) Headlines that feature direct calls to action are designed to get an immediate response from consumers. Phrases like “Click Here!” or “Shop Now!” are intended to drive customers to take action. CTA headlines can be effective, but they often lack a strong value proposition, which is crucial for ensuring customer follow-through. ### Social Proof/Expert/Celebrity Endorsement (SP) Using celebrity or expert endorsements in headlines helps brands establish trust and adds instant credibility to a promotion. Headlines like “Oprah’s Favorite Things on Sale,” or “Over 50 Rangefinders Tested and Approved by Experts,” are good examples of this headline style. ## Which Headlines Are Cyber 5 Shoppers Most Engaged With? We analyzed headline performance from 2024 to find out which of the headline categories listed above consistently captured customer attention during the critical Cyber 5 shopping period (the five days from Thanksgiving Day through to Cyber Monday). The data below offers a clear picture of what resonates with shoppers during these high-volume shopping events. Note: The CTR percentages in this table are illustrative, reflecting the relative performance trends observed across the dataset's diverse headlines and their categorized examples. Average Click-Through Rate (CTR) by Headline Category (2024-2025 Illustrative Data) for Black Friday Headline Category Average CTR (%) Curiosity/Intrigue (CI) 10.00% Problem/Solution (PS) 9.00% Call to Action (CTA) 4.00% Benefit-Oriented (BO) 3.00% Direct Discount (DD) 2.00% Urgency/Scarcity (US) 1.80% Product/Brand-Specific (PB) 1.50% Informational/Guidance/News (IN) 1.50% Generic Sale/Event Announcement (GS) 0.25% Average Click-Through Rate (CTR) by Headline Category (2024-2025 Illustrative Data) for Cyber Monday Headline Category Average CTR (%) Problem/Solution/Benefit-Oriented 1.85% Explicit Discount/Savings 1.72% Urgency/Scarcity 1.68% Product/Category Specificity 1.55% Social Proof/Expert/Celebrity Endorsement 1.48% ## Top Performers and Implications The strength of “Curiosity/Intrigue (CI)” and “Problem/Solution” headlines over the Cyber 5 period demonstrates the importance of connecting a product to a direct customer need or desire. These headlines address more than just product features — they highlight the value proposition in a way consumers can relate to. “Urgency/Scarcity (US)” headlines also performed well over the Cyber 5 period, but their widespread use in Black Friday advertising may lead to diminishing returns. Try headlines that provoke a strong emotional response and reinforce the primary customer intent: Find a great deal and act before it’s gone! “Direct Discount (DD)” headlines are seen to successfully capture a Cyber Monday shopping crowd who are approaching the day with clear shopping intent, and specific product/service purchases in mind. With this in mind, marketers in 2025 should perform an in-depth analysis of their products, identifying high-demand products and creating specific, keyword-rich headlines for them. The inclusion of Social Proof/Expert/Celebrity Endorsement in the top Cyber Monday performers, meanwhile, highlights the ongoing power of external validation in influencing consumer decisions, leveraging trust and aspirational marketing to differentiate ad copy. ## Under-Performers and Implications “Generic Sale/Event Announcement (GS)” headlines were significant underperformers, with a CTR of only 0.25% in our analysis. While these broad headlines, such as “Early Black Friday Deals,” serve a purpose, they don’t generate clicks as effectively as more targeted ones. They may get high numbers of impressions, but they aren’t translating to high CTRs. If you’re looking for maximum exposure, you may achieve the reach you’re looking for with generic headlines, but without a compelling hook, your audience will remain unengaged. This only underscores the need for more targeted and persuasive headline messaging. ## Consistencies Certain headline categories remain consistent performers (or underperformers) throughout the Cyber 5 sales events. “Curiosity/Intrigue (CI)” and “Problem/Solution (PS)” headlines drive the highest CTRs, while generic headlines could have more impressions, but less clicks (therefore, a lower CTR). “Direct Discount (DD)” and “Urgency/Scarcity (US)” headlines consistently perform well on both Black Friday and Cyber Monday, proving that urgency-based language is crucial for driving customers to take immediate action. Because of this, consider using time-sensitive and scarcity-driven language, including phrases such as “last chance,” “final hours,” “won’t last long,” and “expiring soon.” These keywords create FOMO, which causes consumers to convert quickly, provided you don’t overdo it. ## 6 Cyber 5 Ad Copy Trends from Realize Data ### 1. Emergence of Narrative Since 2023, Curiosity/Intrigue (CI) and Problem/Solution (PS) headlines have become more prominent and effective, suggesting a change in consumer behavior. Shoppers want more than just rock-bottom prices: More than ever, they are being drawn to headlines that tell compelling stories and directly address their needs. This is critical for marketers, as the Cyber 5 market is becoming more competitive every year. Yes, direct discount headlines are still effective, but they’re so common that they don’t stand out like they used to. “Discount headlines still work, but brands need to layer in storytelling, assurance, and personalization to win attention,” Altomare reiterates. This focus on narrative-driven or curiosity-led headlines appeals to consumers’ deeper psychological motivators, moving beyond price as the sole selling feature. ### 2. Celebrity/Influencer Integration More advertisers are using celebrity names (or celebrity claims) in their headlines. For example, you’ll often see references to stars like Oprah, Taylor Swift, or Martha Stewart. “Influencer headlines work best in fashion, wellness, tech, and lifestyle, especially when they highlight relatability or social proof,” says Altomare. “Effective headlines name-drop strategically and tie the endorsement to clear benefits or popularity metrics.” They can also differentiate your ad in a crowded market. ### 3. Problem-Solution Framing Headlines that clearly define a problem and identify the product as a solution are generating higher CTRs. For example, a headline like “This tiny dongle fixes the biggest problem with Kindles,” or “This video doorbell cured my insomnia,” builds empathy into the ad and addresses shoppers’ pain points, making it more likely to resonate with them. ### 4. Niche Audience Targeting With increasingly sophisticated AI tools at their disposal, along with real-time data, brands can create headlines for highly specific groups — for example, “Cyber Monday Steals for Seniors.” It’s a hyper-personalized approach that increases ad relevance because it speaks directly to particular customer groups. ### 5. Product Category Evolution While electronic items such as laptops, smartphones, big screen TVs, and gaming consoles remain a Cyber 5 pillar, deals are expanding into other product categories as well. This includes lifestyle products like fashion, beauty, and home decor, and home improvement items, such as robot vacuums, smart lighting, and curtains. The deep discounts also apply to services like flights, streaming, mortgages, and office software. It’s a strong indication that in 2025, Cyber 5 will appeal to a much broader range of shoppers. ### 6. Cross-Promotional with Black Friday (BFCM Continuum) Many Cyber 5 headlines now directly link Cyber Monday to Black Friday. For example, phrases like “Black Friday Cyber Monday Sale,” or “Still on sale after Cyber Monday,” frame Cyber Monday as a “second chance” to take advantage of deals that may have been missed on Black Friday. This helps brands maintain momentum throughout the Cyber 5 period. It’s also important to note that Black Friday is also stretching in the other direction, with so many “early Black Friday sales” happening that the actual Friday itself is now just a part of the wider event. ## Strategic Implications ### Blending of Persuasive Headline Elements Our analysis indicates that brands can no longer rely solely on a single approach to Black Friday and Cyber Monday headlines. In fact, the best-performing headlines incorporate multiple persuasive elements. To achieve this, consider framing Product-Brand Specific (PB) and Benefit-Oriented (BO) headlines with Curiosity-Intrigue (CI) and Problem-Solution (PS) messaging. Remember, too, that while Direct Discount (DD) messaging is still effective, it works best when you combine it with these other elements. ### Evolving Consumer Behavior Customers have become more sophisticated and selective in how they respond to Cyber 5 advertising. This means that they are less likely to engage with generic headlines, as evidenced by the category’s low CTRs. Consumers want you to tell a story, spark their curiosity, or address a clear pain point. These types of headlines are outperforming those that solely focus on price. ### "Early Black Friday" As is the case with other shopping seasons, early promotions have extended the sales window leading up to Black Friday. Still, it’s not as simple as just slapping “Early” on the beginning of your headline: You need to create a clear value proposition explaining why consumers should buy in advance, rather than waiting until the actual Cyber 5 period. ## Actionable Recommendations ### Adopt Hybrid Headline Architectures Focus on creating hybrid headlines that combine multiple elements into a single message. This could include Product-Specific aspects with a strong Benefit-Oriented message, and then layered with some Urgency/Scarcity or Curiosity/Intrigue. For example, you could transform a generic “Dyson Black Friday Sale” headline into “Dyson Airwrap: Achieve Salon-Quality Hair at Home — Limited Black Friday Stock!” As you can see, the amended headline is product-specific, yet it also effectively highlights the product’s benefits and creates a sense of urgency. ### Embrace Narrative and Problem/Solution Framing Incorporating narrative and problem-solving framing should be a priority, especially when promoting high-value products or unique offers. Headlines that ask a question, reveal an unexpected feature, or address a pain point tend to create curiosity and build a stronger connection with shoppers. For example, a security company could replace a straightforward “Black Friday Security Camera Deals” headline with something like, “Worried About Home Security? This Black Friday Deal Makes Advanced Protection Affordable!” The amended headline shifts the focus away from the product by addressing a customer concern with an affordable solution. ### Prioritize Explicit Value Proposition For years, clear and explicit value propositions have been key to Cyber 5 success, and that hasn’t changed. Headlines that highlight a specific discount, whether it’s a percentage off, a dollar amount, or a “lowest price ever” claim, consistently perform well with budget-conscious consumers. That said, this strategy is most effective when direct discount headlines are paired with product-specific elements for high-intent audiences. One good example: “Save $320 on Microsoft Surface Pro 11 — Early Black Friday Price!” ### Maintain and Refine Urgency Messaging As I’ve highlighted in previous headline examples, you can use specific keywords to create a sense of urgency with shoppers. For example, terms like “last chance,” “final hours,” and “limited stock” all tap into customers’ sense of FOMO, compelling them to make a purchase quickly. You can also create urgency throughout in Cyber 5, with “early access” language and, at the end, with “last chance” messaging. However, don’t overdo the urgency narrative. As Altomare cautions, “Treat urgency like spice: It’s effective in moderation, but too much can cause users to tune out or distrust the message.” ### Integrate Consultative and Value-Added Content One emerging trend is a shift toward providing value before price. You can accomplish this by offering advice or highlighting complementary products in your content. For example, “Buying a monitor on Cyber Monday? You’ll need these 10 accessories, too,” positions you as a helpful authority. It may also increase your average order value (AOV) if people purchase additional products based on your recommendations. ### Harness Social Proof and Aspirational Marketing Social proof remains an effective headline strategy, especially in niches such as lifestyle, beauty, and some tech categories. If you can include celebrity endorsements or expert recommendations in your headlines, you can build instant credibility and drive engagement. ### Strategic Positioning within the BFCM Continuum When positioning headlines, be mindful of the entire Cyber 5 period. For example, frame Cyber Monday as the last chance to secure deals that were missed on Black Friday. This can help you capture last-minute shoppers and continue momentum throughout Cyber 5. ## Key Takeaways This analysis of previous Black Friday and Cyber Monday headlines reveals that to be successful this Cyber 5, marketers must employ a strategic mix of headline categories to ensure their ad creative connects with consumers on a deeper level. Gone are the days when you could rely on generic headlines or solely focus on discounted pricing. According to Taboola data, curiosity-driven, problem-solving, and even urgency-based headlines are consistently outperforming other categories. Also, as Cyber 5 continues to evolve, you can adapt by following emerging headline trends, such as the integration of storytelling and a greater focus on value. Finally, look for opportunities to leverage social proof and timely messaging to drive clicks and conversions during one of the busiest shopping seasons of the year. --- ### Unlock Holiday Sales: Data-Driven Creative Tips You Can Use Today URL: https://www.taboola.com/marketing-hub/data-driven-creative-holiday-sales/ Last Modified: 2025-09-09 17:03:06 During the busy holiday season, every day and every detail counts. Marketers have to craft the right creative ads to reach audiences, then measure and adjust on the fly to make sure the strategy is working. Every decision should be informed by data to engage users and provide a smoother buyer’s journey. With a data-driven framework and clear KPIs, marketers can go above and beyond on their holiday sales goals. To that end, I’ve gathered tips on how to make your own holiday marketing campaigns shine with data-informed creative. You can also check out Taboola’s holiday creative playbook for more data and market trends to inform your data-driven creative strategies. ## Seven Ways to Inform Your Data-Driven Creative Strategies ### 1. Understand Your Audience (and Their Holiday Mindset) With millions of shoppers converging on the internet toward the end of the year with the intent to purchase, knowing your audience is crucial. Without that depth of knowledge, your ads might be too broad, too narrow, or simply not speaking to the right people. “The better you understand your audience, the easier it is to create content that feels relevant and personal,” points out digital marketing specialist Honey Chhatani. “Start by understanding who you're speaking to. Tailor your messaging to resonate with their interests, motivations, and pain points.” With what you know about your audience, build visual and messaging themes accordingly, telling the stories that will resonate with them. For holiday shoppers, you might tap into emotions or otherwise convey a relevant narrative. ### 2. A/B Test Your Creative Elements A/B testing is an essential part of marketing best practices all year round. Items to test include headlines, visuals, calls to action (CTAs), and ad formats. It’s important to strike a balance with A/B testing, though. “Test thoughtfully, but don’t over-test,” suggests Chhatani. “Start with simple A/B tests, like comparing Headline A vs. Headline B, or video vs. static image. Stick to testing one element at a time. Overloading with too many variations can confuse the results and make optimization harder.” Chhatani recommends using the seasonal holiday spike in impressions to test variations quickly, rotating ads with different headlines, imagery, or CTA placement. In the meantime, monitor performance and reallocate budget accordingly. If you’re only able to measure a few metrics, you can still capture useful insights. “Start small and stay focused,” advises Chetna Rohilla, marketing assistant at NeuroSync and VP of Podcasts at the AMA Boston Chapter. She continues that, during her pro bono work with an orchestra, “One of my first wins came from simply A/B testing subject lines during a concert push. Clear, time-sensitive subject lines consistently outperformed clever copy, and that one insight shaped all email sends that followed.” “I used to think data was just numbers on a screen, until I saw how it could fuel creativity instead of killing it,” Rohilla adds. “Data’s not there to replace creativity — it’s there to sharpen it, so track what you can, and adjust as you go. Even a single metric, if tied to a clear goal, can sharpen your creativity fast.” ### 3. Analyze Performance Metrics for Creative Optimization Many marketers are able to track a wide range of metrics, but focusing on the right data is the best way to inform your decisions. Some of the key metrics to capture for holiday ads are click-through rate (CTR), conversion rates, scroll depth, and engagement. “Use these insights to tweak creative elements, improve landing pages, or even refine your audience targeting,” says Chhatani. “It’s easy to get distracted by vanity metrics such as likes or views, but the most important thing is whether your campaign is generating results. Every dollar should work for you.” The creative playbook for the 2025 holiday season recommends maintaining four to six creatives in rotation, monitoring their performance, and pausing underperforming ones. ### 4. Leverage Past Holiday Campaign Data The data from past holiday campaigns can be a goldmine for marketers. Explore what worked and what didn’t, and see which evergreen creative themes can be repurposed or reused. To use that data to inform your next holiday campaign, “Identify high-performing ad formats, messaging styles, CTAs, and visual elements,” says Chhatani. “Let data, not assumptions, guide your creative direction.” Chhatani also recommends post-holiday campaign follow-through, such as retargeting holiday buyers. “Don’t let a new customer be a one-time buyer!” she urges. “Use loyalty offers, post-purchase emails, or future promotions to nurture repeat sales.” You can also use the insights from holiday campaign performance to guide your next push, whether another holiday period or a product launch. ### 5. Understand the Role of AI in Data-Driven Creative AI tools can be useful to marketers, assisting in creative generation or analysis. It can act as a starting point for holiday campaigns and tactics, giving marketers a springboard for headlines, copy, targeting, and more. For teams looking to freshen up campaigns and rotate visuals, AI can also offer ideas for new perspectives or new language to combat user fatigue. “For time-sensitive or high-volume campaigns, using AI can give you an edge,” agrees Chhatani, “whether it’s generating personalized video ads, writing different versions of ad copy, or analyzing performance trends.” ### 6. Focus on the Right Data When you’re running a multi-channel campaign during the busiest season of the year, it’s easy to get bogged down in numbers. It can become overwhelming and hard to know which numbers really matter. “Don’t get buried in metrics,” advises Rohilla. “, I’ve focused too much on vanity numbers — likes, impressions — without connecting them to business goals. It’s easy to over-track and under-apply.” During peak summer season, for example, Rohilla found behavioral and timing data to be the most actionable for her target audience. She tested which types of phrases worked to convey urgency, and what people actually clicked on, not just what they liked, to understand better where to put marketing efforts. “In a crowded season, knowing when and why someone engages can be more valuable than broader demographic insights,” she says. Uncover which data points might be most valuable and actionable for your business ahead of the holiday rush. The tweaks you make might be small, but can have a huge impact. For example, simplifying a mobile layout or segmenting emails by prior engagement led to an increase in open rates and sales, says Rohilla: “These weren’t major overhauls, they were small data-driven decisions that compounded into real revenue results.” ### 7. Pay Attention to Timing In advertising, timing is everything, and that’s particularly true during the holiday season. Our holiday playbook recommends implementing tracking four to six weeks in advance of peak periods to gather data on users who interact with your brand. Tracking the timing of your audience is also crucial. See when your audience is most active or likely to convert. “Posting at peak engagement times can improve your reach without increasing spend,” says Chhatani. “Tools like email open rate tracking or social media analytics can help identify these patterns.” Marketers should also track KPIs in real time, or as close to it as possible. Dashboards and automated alerts can be very useful to either pivot or double down on successful tactics, Chhatani points out. ## Key Takeaways Marketers and advertisers have a captive audience during the holiday season, with tons of opportunity for sales. Bring together data insights and creative practices to make sure you’re reaching every prospect. --- ### Back-to-School Ad Headlines: Realize Data-Driven Insights for 2025 URL: https://www.taboola.com/marketing-hub/back-to-school-ad-headlines/ Last Modified: 2025-08-18 07:49:45 Heading into the 2025 back-to-school season, advertisers need to know what’s driving shopper engagement if they want to build effective ad strategies. To help, we’ve conducted an in-depth analysis of our 2024 Realize data to assess last year’s back-to-school ad headline performance. From product-focused headlines to celebrity endorsements, our insights can provide you with a roadmap to maximize your impact. Let’s start by breaking down the most effective headline categories and what they tell us about back-to-school shoppers. ## Headline Categorization: Understanding What Drives Engagement To better understand the types of content that appeal to back-to-school shoppers, we carefully categorized headlines based on their thematic content. This allowed us to compare different advertising strategies and assess their performance. Here’s a closer look at the headline categories we used: ### Product/Promotional Product or promotional headlines are straightforward, with a clear focus on advertising products, sales, discounts, or specific brands. They often highlight the discount or the product’s unique selling points. The intent behind these headlines is clear: to drive sales by clearly showing consumers what’s being offered and how much they can save. ### Solution/Benefit-Oriented Solution or benefit-oriented headlines address the common challenges that parents, students, and teachers face during the back-to-school season, and offer solutions that make their lives easier. Focus on the product’s benefits and value, such as saving time, reducing stress, or offering convenience. Examples include "Send your kids back to school with the right protection!" and "Here’s a practical guide to not breaking the bank." ### Lifestyle/Fashion/Outfits The lifestyle/fashion/outfits category features headlines that focus on style, appearance, and lifestyle. They are designed to appeal to shoppers who are concerned with the social aspects of the back-to-school season. They often highlight clothing, accessories, or personal items that can make a student feel confident or trendy. ### Informational/News/Event Informational headlines place a focus on sharing valuable news or information related to back to school. They will often report on events, human-interest stories, or safety concerns regarding the return to school. These headlines aren’t always aimed at selling a product, but rather at providing advice or updates. Examples might include “How to Protect Your Child From Back-to-School Germs,” or “2025 Back-to-School Trends You Need to Know About.” ### Emotional/Relational Emotional or relational headlines evoke feelings associated with the nostalgia and excitement of returning to school. They are designed to resonate with parents who want their children to have the best possible experience, as well as with students who are looking forward to a successful and enjoyable year ahead. Headline examples include “Make Your Child’s First Day Special With These Back-to-School Gifts,” or “Support Your Teen’s Success This School Year With These Essential Tools.” ### Generic/Call to Action Generic headlines are often straightforward and use a simple call to action. The goal is to trigger an immediate action, like a click or purchase, from the consumer. Instead of aiming to educate or highlight a product’s benefits, the marketer is trying to create a sense of urgency. Examples include “Back-to-School Essentials!” and “Don’t Miss Out on These Back-to-School Savings!” ## What Kind of Message Are Back-to-School Shoppers Engaging With in 2024-2025? The table below breaks down the clicks distribution based on the headline categories we analyzed during the 2024-2025 back-to-school season. As the data shows, shoppers were highly engaged with certain types of headlines, and less so with others. Note: The following percentages in this table are illustrative, reflecting the relative click trends observed across the dataset’s diverse headlines and their categorized examples. Headline Category Clicks Distribution (2024-2025 Back to School) Product/Promotional 46.51% Solution/Benefit-Oriented 24.12% Lifestyle/Fashion/Outfits 12.06% Emotional/Relational 8.18% Informational/News/Event 6.46% Generic/Call to Action 2.67% As you can see, shoppers have a clear preference for headlines that address product value or offer practical solutions. This perhaps isn’t surprising, as back-to-school shoppers are looking for competitive prices and ways to make their lives easier during what can be a stressful time. ## Patterns in Headline Effectiveness ### Value and Clear Propositions Drive Engagement Headlines that mention a product, savings, or make a clear value proposition perform consistently well. This indicates that shoppers are drawn to offers that promise significant value or substantial savings. ### Solution-Based Headlines Resonate As evidenced by a 24.12% click ratio, shoppers also respond to solution-based back-to-school headlines. According to Esther Altomare, head of industry enterprise advertising at Taboola, “During high-stakes, time-sensitive seasons like back-to-school, shoppers are under pressure to make decisions quickly. Headlines that are clear, urgent, and relevant instantly communicate to busy shoppers: ‘This solves your problem now.’” Take the following headline, for example: “Here’s a practical guide to not breaking the bank this back-to-school season.” This appeals to parents who want to do more than just spend money and shop — they’re looking for ways to prepare for and manage the school year. ### Interactive Content Performs Well Interactive or engagement-driven headlines, such as quizzes and shopping guides, generated high clicks in 2024. Clearly, content that invites participation taps into consumers’ curiosity and their desire for more personalized experiences. ### Celebrity Endorsements Grab Consumer Attention Advertisements that feature a celebrity endorsement saw a significant increase in clicks. When a celebrity or well-known public figure endorses a product or service, it creates immediate credibility that is difficult to achieve through other means. Celebrities also have large, loyal followings, so they bring their own built-in audience. ### Generic and Informational Headlines Don’t Perform as Well In our analysis, broad headlines that focused on general news, entertainment, or educational topics underperformed, with a click ratio below 10%. It’s clear that shoppers are more interested in finding solutions to their immediate needs through things like product discounts and lifestyle improvements. ## Back-to-School Keyword Trends ### Brand and Celebrity Associations When headlines include keywords of specific brand names and associated celebrities, they generate incredibly high engagement. Established brands working with public figures are able to move from generic product curiosity to specific, high-intent engagement. ### Financial Keywords Our analysis revealed that keywords directly tied to financial benefits, like “Savings,” “Offers,” “Deals,” or “Loans,” consistently drive high engagement. This shows that consumers are highly focused on value during the back-to-school season. This was also true when we compared headlines that emphasized “Savings” or “Loans” and those with more generic terms, such as “Essentials” or “Gear.” In other words, advertisers who directly address consumers’ financial concerns are well-positioned to capture their attention. ### Practical Solutions In 2024, keywords that offered practical solutions were highly effective. This can include terms like “protection,” “healthy,” and “simplified,” and it shows that shoppers want real-world solutions that can make navigating going back to school easier. As Altomare explains, it’s all about cognitive ease: “Simple, benefit-focused headlines reduce mental effort. Busy parents/students gravitate to clear solutions.” For 2025, highly-engaging keywords like “lunch box ideas,” and “sweet and savory lunchbox snacks,” are driving traffic. This reinforces our 2024 findings that consumers respond to content that offers clear, actionable solutions. ## Strategic Advertising Recommendations Based on our findings on headline effectiveness and keyword trends, here are some ways you can optimize your back-to-school advertising campaigns: ### Prioritize Value-Driven and Solution-Oriented Headlines Make sure that your back-to-school headlines focus on financial benefits by promoting discounts, savings, and actionable tips that address the challenges of the back-to-school season. This can include topics such as health, organization, meal prep, and anxiety management. ### Leverage Brand and Celebrity Associations If possible, leverage your brand through partnerships with relevant celebrities and influencers. Effective endorsements can help you cut through the noise and quickly grab consumers’ attention. ### Embrace Interactive and Utility-Driven Content Formats Shoppers love content that engages them beyond a basic product listing. Experiment by incorporating quizzes, surveys, or actionable tips, which makes your advertisement more of a helpful resource than a sales pitch. This approach can build trust and boost client engagement. ### Invest in Multilingual and Localized Campaigns As you build your back-to-school ad campaign, consider using non-English headlines for specific linguistic and cultural markets. Our data shows that Spanish, German, Thai, and Greek headlines resonate well with their respective audiences. Ignoring non-English headlines could result in you missing out on significant market potential. ## Key Takeaways This analysis of 2024 back-to-school ad headlines reveals some key insights. For starters, shoppers are much more engaged with headlines that highlight value and practical solutions. They’re also interested in products that offer financial incentives, such as discounts and special offers. Altomare sums it up nicely, stating that, “solution-oriented creative goes a long way, so focus on lists, urgency, and solutions.” --- ### Back-to-School Retargeting Strategies to Reach Students Across the Web URL: https://www.taboola.com/marketing-hub/retargeting-strategies-back-to-school/ Last Modified: 2025-10-26 17:35:27 Students are a valuable demographic for today’s marketers. This is especially true at the college level, where students have a combined spending power of nearly $600 billion. You’re also reaching customers who are still open to forming new brand loyalties, which means one conversion can bring years of purchases. Reaching those students online brings some challenges, though. Today’s college campuses are filled with distractions, and on top of that, Generation Z has developed a mistrust of traditional advertising. Authenticity wins, but how do you get the word out about your products without overtly promoting them? The good news is, the right tools can help you get around these roadblocks. Here are some strategies to help you as you’re planning your retargeting campaigns. ## How to Retarget Ads for Students: 7 Key Strategies and Best Practices With Realize Let’s say a student visits your website or clicks on an ad, but never makes a purchase. The next step is typically to retarget that customer with an offer designed to convert, but with students, traditional retargeting strategies don’t always work, and that’s where the following techniques can make a difference. ### 1. Layer Targeting Signals One-dimensional targeting isn’t enough for today’s savvy students. The best results come when you layer data signals to reach the right individuals in the right mindset at the best possible time. “The winning combination is contextual plus behavioral, and demographic plus location,” says Tomer Tunitsky, product manager at Taboola. “Target users reading relevant content, like student finance or specific majors. Layer in age data (18-24) and inferred student-like behaviors. Then add geographic targeting like zip codes near college campuses.” The key components of this strategy are: - Contextual targeting: Show ads alongside relevant content (e.g., student budgeting tips). - Behavioral and demographic filters: Combine declared age ranges with Realize’s inferred student-like behaviors. - Location targeting: Narrow audiences by U.S. zip code to home in on campus communities. ### 2. Capture Students Mid-journey on the Open Web Unlike search or social, the open web gives you a chance to catch users while they’re actively researching related subjects. They might be reading an article, exploring career advice, or looking into loan options when your ad appears alongside the content. If you’re marketing an educational or service- or subscription-based business, you can especially benefit from this approach. “Our main edge is combining all these signals on the open web,” says Tunitsky. “We capture users in their moment of discovery, when they are actively researching topics.” Use this approach to: - Deliver native ads while students explore relevant content. - Complement social and search strategies with discovery-driven touchpoints. - Position your message as a useful nudge while they’re researching related topics. ### 3. Combine Interest and Topic Targeting for Flexibility While student populations have many things in common, each person is unique. That means each student comes with a separate set of interests. Realize builds in two tools to help with that: Interest Targeting and Topic Targeting. With Interest Targeting, you get hundreds of prebuilt categories, including: - Education. - Teaching. - Test prep. “Start broad with Interest categories (like ‘education’),” says Tunitsky. “Then, use performance data to identify specific high-performing themes and create more granular segments with the Topic targeting tool to double down on what works.” Another option is Topic Targeting. This extremely flexible tool will let you build custom audiences using free-text searches, like “scholarships for engineering students” and “how to pay for college without loans.” “Topic targeting should be run as a separate campaign,” advises Ed Lovelock, digital and product marketing leader at Taboola. For best results, start with broad, interest-based segments, then monitor performance by theme. Once you have enough information, launch topic-specific campaigns around high-performing interests. This type of layered targeting lets you scale reach, then fine-tune based on what resonates. ### 4. Optimize With Real-Time Audience Reporting Real-time reporting can help you move beyond clicks and impressions. You can analyze performance, adjust budgets, and tailor creatives based on what you learn. “Identify audience segments that are working/not working and adjust bids accordingly,” Lovelock says. “Demographic breakdowns help, too — it may be students or parents buying, and creatives can be tailored accordingly. Tunitsky agrees. “Our reports show you which audiences drive the best results. Use these insights to shift budget to what’s working and refine your messaging.” Using audience reporting, you can: - Evaluate creative performance by age, gender, or location. - Tailor copy to students or parents, based on how they’re responding. - Discover high-value audiences using the Audience Explorer tool. ### 5. Extend Reach Through Multiplatform Tools Students rarely convert the first time they see an ad. To break through the constant stream of information coming at them, you need to follow up with messaging that incites action. Realize can help with that. The built-in AI-powered tools can drive mid-funnel traffic, which can then be retargeted through Meta, Google, or even Realize itself. Each of these sites requires separate pixels, but Realize can handle that for you, integrating with both to easily boost your audience-building efforts. “Realize can deliver traffic (Intent Prospecting) to advertiser websites,” Lovelock says. “If they don’t convert there and then, advertisers can retarget on Meta, Google, or Realize because those pixels will have captured the visit.” Tunitsky adds that pixels placed through Realize can help: - Segment users based on on-site actions. - Exclude users who have already converted. - Build powerful Predictive Audiences using successful converters. This helps you avoid wasting spend on users who’ve already taken action, while also letting you focus your budget on those who are still in the decision-making phase. It also helps you guide each student through every step of the funnel without needing to start over every time they switch platforms. ### 6. Scale Using Predictive Audiences As your campaign begins capturing data, Realize’s Predictive AI kicks in. With each new data point, it learns more about your audience. Soon, it gains the ability to identify common traits of converters and apply that information to its future targeting efforts. Here’s how Predictive Audiences works: - Your Meta and/or Google Pixel conversion data is fed to Realize. - Realize models audiences with similar traits. - You can then target lookalike users on the open web to scale your results. These steps increase your chances of engaging students at scale. It can also be combined with other strategies, such as showing testimonials after an initial engagement to build trust. ### 7. Use Location Targeting to Zero in on Campuses Targeting by physical location remains one of the most efficient ways to advertise to student populations. Homing in on college campuses will ensure you’re working within large concentrations of students. “We can target by zip code in the U.S., which is perfect for focusing on specific university campuses and student areas,” Tunitsky says. The best use cases for location targeting are: - Targeting specific universities or college towns. - Localizing creatives with city or campus names. - Promoting in-person activations, pop-up events, or seasonal student offers. Realize’s granular location capabilities can be combined with interest and behavioral targeting to create more precise student campaigns. With location targeting, you can ensure your message arrives in front of students where they live, study, and spend time. Interest and behavioral targeting delivers your content specifically to the students who are most likely to engage and convert. ## Key Takeaways Successfully targeting today’s students is all about layering. Combining contextual, behavioral, demographic, and location-based data allows you to reach students when and where they’re likely to be most receptive. Realize’s Interest Targeting lets you start broad, then refine based on performance using Topic Targeting. The audience reporting tool helps you easily identify what’s working and further refine your efforts. Once you’ve gathered enough conversion data, you can use Predictive Audiences to find new audiences who behave like your best leads, then layer in zip code-based targeting to localize your messaging and maximize relevance for student communities. ## Frequently Asked Questions (FAQs) ### Who is the target audience for retargeting ads? Retargeting is for people who have previously interacted with your brand. Someone might have clicked on an ad or social media post, visited your website, or otherwise shown an interest in your offerings, then moved on. With retargeting, you can deliver additional content to those users with the goal of driving conversions. ### Where should you advertise to students? As with any demographic, you should advertise to students where they typically hang out. That includes social media platforms like TikTok and YouTube, but you can also gain traction by targeting their favorite place for research — the open web. Ads can be delivered to students while they’re reading about college life, preparing for tests, and researching upcoming events. ### How much does it cost to retarget ads? Retargeting costs between $0.25 to $0.60 per click on average, which is a fraction of what you’d spend on a search ad geared toward prospecting. Best of all, since retargeting focuses on users who’ve already interacted with your brand, they’re more likely to get results, boosting your return on ad spend. ### What is a good CTR for retargeting ads? The average click-through rate (CTR) for retargeting ads is 0.7%, compared to the average CTR for display ads, which is 0.07%. If you’re targeting college student audiences, keep in mind that CTRs are typically higher, particularly when it comes to email campaigns. If you’re seeing disappointing CTRs, make sure your creatives align with their specific phase of the decision-making journey. --- ### Sports Marketing Trends 2026: How Teams Are Winning Fans in the Digital Era URL: https://www.taboola.com/marketing-hub/sports-marketing-trends/ Last Modified: 2026-04-30 19:08:51 Today’s sports fans expect more than just highlights and final scores. They want access, personalization, and a greater connection to the teams and athletes they follow. And, they want all of this on their terms, across multiple platforms, and in real time. As a result, sports leagues and organizations are no longer just competing on the field, they’re competing for attention in a crowded digital landscape, where content, community, and experience might matter as much as performance. In 2026, the most successful teams and brands are thinking like media companies, using AI to scale content and personalize it, and building direct relationships with fans rather than relying solely on third-party platforms. The following trends highlight how sports marketing is evolving, and where the biggest opportunities lie for digital advertisers. What’s changed in our 2026 update: - Five of the seven listed trends are new for this update; new trends added are: - The 2026 FIFA World Cup Will Redefine Global Sports Advertising - Teams Are Becoming Media Companies - AI Is Powering Real-Time Personalization at Scale - The Rise of Creator Ecosystems and Athlete-Led Media - The Surge of Women’s Sports Fandom - All entries include updated and current information, advice, and stats. ## Trend 1: The 2026 FIFA World Cup Will Redefine Global Sports Advertising The 2026 FIFA World Cup isn’t just another major sporting event — it’s set to become one of the largest global media moments in history. With matches located across the U.S., Canada, and Mexico, and an expanded 48-team format, the tournament is expected to reach a record-breaking global audience. What will really set 2026 apart isn’t just the size of the audience, though, but the way it will engage. According to a WARC (World Advertising Research Center) study, FIFA has partnered with TikTok for the event, signing a “Preferred Platform” agreement that will grant creators “behind-the-scenes access and archive rights.” There have already been 1.4M TikTok posts using the #FIFAWorldCup hashtag, months before the event is due to begin. Additionally, per the study, 85% of fans use TikTok as a second screen during live events. Even Netflix is getting in on the action, agreeing to stream Goalhanger’s popular “The Rest Is Football” podcast daily during the World Cup. This expansion of content beyond the actual TV match coverage to the surrounding conversation on various media platforms will be unprecedented. Dan Holt, strategy partner, Havas Media Network, told the WARC that, “The World Cup match will be the base layer. Meaning will be assembled elsewhere, across social feeds, watch-alongs, creator commentary, group chats, memes, and remixes.” For digital advertisers, this shift creates an opportunity to extend beyond traditional media buys and show up where the conversation is actually happening. Brands that can align their messaging with real-time moments, creator content, and second-screen behavior will be better positioned to capture attention throughout the entire fan experience, not just during the match itself. ## Trend 2: Teams are Becoming Media Companies In 2026, sports teams and leagues are no longer just the subjects of content; they’re full-fledged content creators. From behind-the-scenes footage and locker room access to player-led storytelling and documentary-style series, teams are using platforms like TikTok, YouTube, and Instagram to produce always-on content designed to engage fans beyond game day. For example, FC Barcelona (@fcbarcelona) is using its TikTok account, which has over 65 million followers, to share exclusive footage of team practices, locker-room celebrations, and warm-up routines that fans don’t see during regular television broadcasts. Likewise, Formula 1’s TikTok account offers behind-the-scenes footage, including team radio clips, pit crew challenges, and casual driver interactions. At the same time, community-building has become a core part of the playbook. Fans are gathering in Discord servers, Reddit forums, and other private groups to connect, debate, and rally around their favorite teams. These communities provide digital advertisers with a goldmine of insights, and they’re using them to their advantage by offering more interactive content and gamification, such as fantasy sports leagues, prediction games, and live trivia, where fans are rewarded for participating. User-generated content is also playing a bigger role. The most effective advertising campaigns are encouraging fans to participate by sharing reactions, traditions, and moments. This turns passive viewers into active contributors. In 2026, the goal isn’t just engagement, it’s ownership of attention and community. ## Trend 3: AI Is Powering Real-Time Personalization at Scale Personalization in sports marketing is no longer just about segmentation, it’s also about real-time decision-making that’s powered by AI. Sports teams and advertisers now have access to massive amounts of first-party data, from app usage and ticket purchases to viewing habits and in-game interactions. But, the real shift is in how that data is being used. Consider what’s possible using AI-driven systems: - Dynamic ticket pricing based on demand signals. - Real-time content recommendations during live events. - Personalized merchandise offers triggered by key moments. - Automated cross-channel campaign optimization. Instead of manually building campaigns, marketers can define the inputs and let their AI systems optimize the outputs, testing creative, adjusting messaging, and allocating ad spend in real time. Predictive analytics is also becoming more actionable. Sports teams can now identify which fans are likely to attend games, upgrade their seats, or become season ticket holders. They can then tailor experiences accordingly. As personalization becomes more sophisticated, though, so do expectations around privacy. Maintaining trust through transparent data practices remains critical. ## Trend 4: The Rise of Creator Ecosystems and Athlete-Led Media Source: YouGov Influencer marketing has evolved into something much bigger in 2026. It’s now a creator-driven ecosystem where athletes, teams, and popular sports influencers all play a role. Major influencers can deliver authentic, trustworthy, and relatable content to highly engaged audiences across platforms such as TikTok, Instagram, and YouTube, boosting a sports brand’s reach and image. Even smaller influencers are in demand, with sports brands actively sourcing talent in communities like Reddit. These aren’t one-off campaigns, either — they’re long-term collaborations that prioritize authenticity and consistency. This shift gives brands an opportunity to tap into existing fan trust, reach niche audiences through creator communities, and produce content that feels native, rather than promotional. It also reflects a broader shift in how sports marketing campaigns are planned and executed. As Alex Henderson, sports sponsorship lead at M+C Saatchi Fluency, told Zappi, “Plan from cultural moments, not partnership menus. Don’t default to signage or social posts. Do the research to map the moments your audiences care about. Then design brand-led experiences that will deliver meaning in those moments.” In this model, creators play a key role, helping brands show up in those moments in ways that feel timely, relevant, and authentic to fans. To measure the impact of influencer marketing, digital advertisers can track engagement metrics like views and conversion rates. They can also measure engagement on emerging formats, such as livestream takeovers and exclusive fan Q&As on platforms like TikTok or Twitch. Name, Image, and Likeness (NIL) rules are also changing the game in sports marketing. In 2021, the NCAA began allowing student-athletes to earn money from their personal brands. According to ESPN, top athletes have secured deals with brands such as Nike, Adidas, and Under Armour. Even non-sports brands, like T-Mobile and Amazon, have made deals with students. - According to a 2025 Sprout Social survey, 86% of marketers from companies with over 100 employees expected to use influencer marketing during the year. - According to data from FanZGo, athletes have an engagement rate of 5.6% on social platforms, compared with 2.4% for non-athlete influencers. - 63% of fans between 18-34 trust athlete endorsements. ## Trend 5: The Importance of Video Content and Livestreaming in Sports Marketing Unsurprisingly, video is firmly established as the primary medium of digital sports marketing. But while the way people consume sports content on video is evolving, high-quality content remains a non-negotiable if you want to hold fans’ attention. Fans want to see more than just game action or final scores: They’re looking for visual storytelling that brings them closer to the athletes. To accomplish this, brands are livestreaming not just games, but behind-the-scenes access, press conferences, and training camp sessions. As mentioned, sports marketers are also using short-form video platforms, such as TikTok or YouTube Shorts, which are well-suited for reaching younger audiences. If you’re creating video content for different digital channels, such as short-form, make sure you optimize each piece for the respective platform. For example, use captions where applicable to enable silent viewing, along with quick, attention-grabbing intros on social. In addition to livestreaming, interactive video is also on the rise in sports marketing. Fans now have the option of choose-your-own-view cameras and real-time polls, while clickable stats overlays are often available during livestreams. - According to Adwave, approximately 70% of fans now watch sports via streaming platforms. - Amazon is the most used platform for streaming sports, garnering 65% of respondents in a 2025 Performance Research survey (reported by the Sports Business Journal). - 48% of fans say that streaming makes them feel more connected to their favorite teams and sports, per the same survey. ## Trend 6: The Integration of E-commerce and Digital Experiences in Sports In 2026, sports fans are connecting with their favorite teams online more than ever. In fact, the licensed sports merchandise market is expected to grow at a compound annual growth rate (CAGR) of 6.1% until 2033. Professional sports teams and leagues are responding to the demand by doubling down on e-commerce to boost revenues from licensed sports merchandise. (Source: Grand View Research) AI is playing a key role in this evolution. Teams can now deliver personalized product recommendations and trigger merchandise drops based on real-time moments, like a major trade or a championship win. Digital platforms are enabling fans to have virtual experiences that bring them closer to the action. For example, NBA fans who own a Meta Quest VR headset can watch NBA games in virtual reality. When it comes to getting into live games, mobile ticketing is now the standard. These digital passes can be bundled with personalized perks, in-seat ordering, and even in-game entertainment, like polls and trivia. - The licensed sports merchandise market size was over $37 billion USD in 2025. - The market size is projected to grow to $59.4 billion by 2033, per the same report. While digital collectibles, including NFTs, and limited-edition content still exist as niche engagement tools, the bigger shift is toward seamless, end-to-end digital ecosystems that connect content, commerce, and live experiences. In 2026, the most successful sports organizations aren’t just selling merchandise, they’re building integrated digital experiences that turn moments of fandom into measurable revenue. ## Trend 7: The Surge of Women’s Sports Fandom Women’s sports are no longer a niche category in 2026. In fact, they’ve become one of the fastest-growing segments in the entire sports landscape. Recent data from an L.E.K. Consulting Sports Survey shows that engagement is accelerating across key demographics. Overall, women saw an 8% increase in sports engagement, signaling a broader shift in who participates in sports fandom. At the league level, the growth is even more striking. The WNBA led all major leagues with a 65% year-over-year increase in avid fandom, outperforming traditional powerhouses and highlighting a meaningful change in fan behavior. This momentum is being driven by a combination of factors, including the quality of play, the rise of high-profile athletes like Caitlin Clark, and a growing cultural emphasis on representation and equity in sports. Star players are also playing a major role in expanding visibility and engagement, with breakout moments translating directly into increased viewership and media value. Importantly, this isn’t a short-term spike. Fans expect their engagement with women’s sports to continue growing, with a net 14% increase in anticipated viewing time over the next 12 months. For marketers and advertisers, this presents a major opportunity. Women’s sports audiences tend to be younger, more diverse, and highly engaged, making them especially valuable for brands looking to build long-term relationships with emerging fan segments. In 2026, the only question around women’s sports is how quickly brands can adapt to keep up with their growth. ## Key Takeaways Fan expectations have never been higher. As a result, sports marketing campaigns need to drive community engagement, deliver personalized content, leverage influencer partnerships, feature immersive video, and deliver seamless e-commerce experiences to be successful in 2026. Not surprisingly, data plays an important role. At the same time, new formats and livestream takeovers are providing sports organizations with new revenue streams and an opportunity to increase fan loyalty. Marketers who can make fans feel like they’re a part of something bigger will increase their chances of success. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for sports marketing in 2026? Short-form video engagement is becoming more critical in 2026. As a result, sports marketers must include platforms like TikTok and Instagram in their marketing strategies. YouTube works well for long-form content and livestreams, and emerging platforms like Discord and Threads are becoming prime locations for community-building. ### How can sports brands measure the ROI of their digital marketing efforts? Sports brands should track key KPIs, including CTR, video view rates, branded search lift, social engagement, merchandise conversion rates, and fan lifetime value (LTV). ### How is technology (e.g., VR, AR) impacting sports marketing? Sports marketers are using AR/VR technology to enhance fan engagement in 2026. This includes producing virtual events, gamified content, and fully immersive in-stadium experiences. For example, fans can use VR headsets like Meta Quest to watch games courtside from the comfort of their own homes, while teams are starting to offer in-app AR features that let players try on jerseys or interact with polls and trivia during games. ### What are the key metrics for measuring success in sports digital marketing? Sports marketers can measure success through several key metrics, including social media engagement rates, video views, CTRs, and conversion rates for various campaigns, including ticket and merchandise sales, or app downloads. --- ### AI-Powered Holiday Ads: Tips for Writing Effective Prompts URL: https://www.taboola.com/marketing-hub/ai-powered-holiday-ads/ Last Modified: 2026-05-28 13:01:26 Busy marketers can get a lot of benefit from using AI to help create ads, especially during a fiercely competitive time like the holiday season. AI can help advertisers keep up with demands without compromising creativity. Brands taking advantage of generative AI can produce high volumes of quality ad content across a range of formats, while also personalizing messaging to specific audiences or product lines. SMBs and mid-sized e-commerce brands, in particular, benefit tremendously from using AI. These advertisers often don’t have massive creative teams, yet still need to produce platform-specific ads at scale. AI helps close that gap, producing work like product carousels, native ad headlines, landing page copy, and more. During the holiday season, the stakes are higher, and the timelines are tighter, so AI can give marketers a head start when they need it most, delivering rapid ideation, first-draft copy, and campaign variations in minutes. The essential skill to master when you’re using AI in creative ways for advertising is the prompt. Here’s what to know to use this tool for holiday season success. ## First Things First: Aligning Brand With Your Audience As with other marketing and advertising tools, it’s essential to understand your audience when using AI. As you’re planning for the holiday season, use all the available data to anticipate who you’re targeting and what their shopping and buying needs are. From there, you can tailor and align your brand messaging with your audience (or various audience segments) to create the ideal set of content and messages that people will engage with. AI excels at structure, speed, and ideation. You bring the strategy, empathy, and edge that makes it convert. ## How to Make Prompts Work for You Maintaining consistency across all your ads and formats during the holiday season starts with the prompt. Treat your prompt like a creative brief: include tone, audience, product focus, and desired action. AI may not always deliver a polished, final ad, but it can get you about 70% of the way there — a huge time savings, especially for lean teams. AI doesn't think like a human, but it does learn from us. When you prompt a generative AI tool, you're not giving it instructions in the way you would a colleague: Instead, you’re feeding it patterns to predict likely responses based on its training. So, think of prompting like programming a conversation. The AI tool scans your input for structure, intent, keywords, and tone. It draws on billions of data points — past writing styles, ad language, customer behavior — to generate the most statistically relevant output it can. But, it doesn’t necessarily know what your brand sounds like or what will convert best for your specific audience unless you tell it. With that in mind, here’s what you’ll likely get back from AI once you’ve entered a solid prompt: - A strong first draft. - A range of viable headline or call to action (CTA) options. - Consistent tone (if prompted clearly). - A solid base for further human editing. These outputs are a significant head start for marketing and advertising teams creating ads at scale, especially during peak moments like the holiday season. The trick is knowing how to shape the final 30% with your brand insight, emotional nuance, and performance data. ## The 5 Core Principles of Effective AI Prompt Writing Whatever the season, follow these principles when prompting to get the best outcomes. ### 1. Be Specific The more context you provide in your prompt, the better that AI can tailor the content. Don’t use, “Write an ad:” Instead, try something like, “Create a native ad headline for a holiday gift guide featuring budget-friendly beauty products.” ### 2. Define the Audience or Persona Clarifying who the end user is can help the AI strike the right emotional chord. Instead of, “Write something for shoppers,” use “Target busy moms shopping last-minute for stocking stuffers under $25.” ### 3. Set the Format and Length These constraints help guide the AI and save you time on editing later. Don’t write, “Give me ideas.” Try something like, “Generate three ad headlines, each under 60 characters.” ### 4. Specify Tone and Style Include adjectives that match your campaigns and goals, such as bold, premium, casual, witty, nostalgic, or informative. Don’t tell the AI to “Write it nicely” — instead, say something like, “Use a playful and upbeat tone with a holiday spirit.” ### 5. Mention the Goal Telling the AI tool up front what success looks like will improve the clarity of the CTA. Don’t prompt, “Write a landing page.” Try, “Write a landing page that encourages sign-ups for a limited-time holiday offer.” ## How to Prompt for Different Holiday Ad Formats Getting specific on formats when you’re prompting AI will bring you better up-front ideas and possibilities. Remember that you can reuse key input elements like product descriptions, benefits, or audience personas across formats. You can even prompt AI to do something like, “adapt this native ad headline into a display ad CTA,” to maintain alignment while adjusting to format constraints. Holiday ads tend to follow emotional and thematic patterns (urgency, gifting, nostalgia, savings), which generative AI models are particularly good at replicating if prompted well. If you're writing for multiple formats (display, native, landing pages), keep the brand voice constant by specifying tone adjectives (e.g., “premium,” “playful,” “no-nonsense”), and refer back to shared value propositions across outputs. Here’s what else to know about writing AI prompts for different ad formats. ### Display Ads What matters: Display ads need to communicate value instantly. You have limited space, so every word — and every pixel — counts. A strong image, bold headline, and focused CTA are essential, especially during the noisy holiday season. Prompting tip: Keep your prompt tightly structured. Include details like product type, value prop, tone, urgency, and any visual elements you want highlighted (e.g., product shot, holiday theme). Prompt example: “Write a high-impact display ad headline (max 30 characters) and supporting text for a holiday flash sale on premium skincare gift sets. Emphasize luxury, limited-time urgency, and gift appeal. Include a three-word CTA. Suggest a visual direction for the image.” Example output: - Headline: “Glow for the Holidays” - Subtext: “Limited-Time Gift Sets – 40% Off” - CTA: “Shop the Sale” - Visual direction: A soft-focus image of elegantly wrapped skincare products on a marble vanity with warm golden lighting, subtle snowflakes overlay, and a red ribbon tied around the hero product. Refinement tip: If the tone feels generic, revise the prompt to include adjectives like “premium,” “soothing,” or “gift-ready.” ### Native Ads What matters: Curiosity, storytelling, and contextual alignment with the surrounding content. Prompting tip: Frame your prompt like you’re briefing a copywriter. Add the target persona, emotional hook, and platform context (e.g., Taboola, mobile feed). Prompt example: “Create three native ad headlines (max 60 characters each) for a holiday campaign targeting busy parents shopping for educational toys. Use a warm and helpful tone.” Example output: - “Savvy Moms Are Buying These Toys” - “5 Top-Rated Gifts for Curious Little Minds” - “Smart Toys Parents Are Rushing to Buy This Holiday” Refinement tip: Prompt the AI to focus on a specific feature (e.g. STEM, sensory play, age range) to align better with campaign targeting. ### Landing Page Content What matters: Clear structure, persuasive copy, and aligned tone throughout the page. Prompting tip: Specify the structure you want — headline, subheadline, product description, CTA — and the goal of the page (e.g., conversion, education, email sign-up). Prompt example: “Write landing page copy for a holiday deal on noise-canceling headphones. Structure it with a headline, subheadline, short product description, and CTA. Use a confident, tech-savvy tone.” Refinement tip: Ask the AI to rewrite for different personas (e.g., gift giver vs. self-purchaser) to match different funnel stages. ## 5 Best Practices for Prompt Refinement As discussed, a good AI prompt will get you about 70% of the way there. But, refining your prompt with human insight can take you the rest of the way. The most common mistake in writing ad prompts for AI is being too vague. Prompts like, “write an ad for our product” give AI very little to work with and typically result in generic, uninspired copy. Try these tips to refine your holiday ad prompts: ### 1. Start Broad, Then Narrow Down Begin with a general prompt to test how the AI interprets your request. Then revise by adding clarity around tone, audience, and format. ### 2. Change One Variable at a Time When refining, avoid rewriting the entire prompt each time. Isolate one aspect, such as tone, CTA, persona, etc., so you can learn what changes actually improve performance. ### 3. Add Context Without Overloading AI performs better with context, but too much information in one prompt can confuse it. Use clear, plain language and only include what’s essential. ### 4. Use Examples as Guardrails Guide the AI with samples of what “good” looks like. You can include one or two reference headlines or tone descriptors to nudge the model in the right direction. ### 5. Review and Re-Prompt With Feedback AI outputs are not final drafts. Treat them like a first round of copy: If something feels off, prompt again, this time with explicit feedback. ## Key Takeaways Using generative AI in holiday ad campaigns can save marketers a ton of time and lead to better outcomes, helping a small team scale faster and far beyond what they could do alone. The key to success is writing great prompts: Be specific, include goals, ensure consistency, and include tone when you’re writing AI prompts. Then, refine and re-prompt to get the best results. ## Frequently Asked Questions (FAQs) ### How can I use AI to write high-converting holiday ad copy for a Dyson vacuum cleaner? Combining the capabilities of AI with insight into current market trends can help you create the right ad copy for the product you’re marketing. Use the prompt advice above to input what you know about the audience, campaign goals, and tone, and ask for several versions of headlines and copy. You can then perform A/B testing. You can also explore current headline trends in Realize’s real-time Trends dashboard, and enter several options to see what’s likely to get the highest CTR. For a Dyson vacuum cleaner ad in particular, include holiday themes and language, and highlight Dyson’s unique selling points and giftworthiness. ### How can I use AI to create multiple holiday ad variations for A/B testing? With the right prompts, AI can generate multiple holiday ad variations that you can then A/B test ahead of the busy holiday season. Prompt AI to create several variations that are distinct from one another, making sure to specify which element should be emphasized in each variation. You can also ask for copy optimization if you have some options created already. Realize’s Trends dashboard can help you see which ad variations have the best chance of high click-through rate (CTR), as well as show data-driven insights into what’s trending in your particular market or industry. ### How can I adapt evergreen ads for the holiday season? The busy holiday season requires reuse and adaptation to succeed without starting from scratch. Evergreen ads can often be adapted with just a few tweaks, with the benefit of those ads already being on-brand visually and on-message in terms of copy and language. For an even more efficient approach, Realize’s Social Importer tool helps users recycle successful existing assets into new display or native ads to scale much faster. --- ### Realize Trends: Write Headlines That Attract and Engage Readers URL: https://www.taboola.com/marketing-hub/how-to-write-engaging-headlines/ Last Modified: 2026-01-20 12:21:45 In today’s competitive search marketplace, headlines are everything. They don’t just get attention — they win the click, which is exactly what you’re working so hard to achieve. The holiday season brings even more pressure for content marketers. As sales surge, competition intensifies, leaving you challenged to cut through the noise. Artificial intelligence (AI) can give you that edge you need, whether you’re blogging on your own website or setting up ads and social media posts. Realize Trends is designed to help you improve your holiday headline game, whether you are optimizing for back-to-school or Cyber 5 week, with built-in insights that show you, in real time, the headlines that are getting results. Maayan Leshem, director of creative shop and AI strategies at Taboola, shows us how to use those insights to create scroll-stopping, conversion-driving headlines. ## Why Should You Care About Headlines? First impressions are important, and your headline serves as your introduction to a potential customer. Whether it’s a blog title, native ad, or social media post, your headline tells users what to expect — and, more importantly, whether they should engage or keep scrolling. That said, the holiday season brings a shift in online behaviors. Online shopping can become more frantic as users scramble to buy gifts without going broke. Consumer searches may also be driven by nostalgia for holidays past, giving marketers a valuable opportunity to connect with new audiences. “The Headline Trends section in Realize identifies weekly-updated performance patterns in top-performing headlines across Taboola’s platform,” says Maayan Leshem. “This lets marketers align their headlines with real-time consumer engagement trends, instead of relying solely on intuition or past-year data.” ## 4 Tips to Write Engaging Headlines with Realize Trends Creating effective headlines combines creativity with hard data and timing. This is especially true during the holiday season, when brands have a short timeframe to engage potential customers. Here are some tips that can help you boost engagement during the final weeks of the year. ### 1. Spot the Trend The Headline Trends feature makes it easy to view trending topics to inform your content strategy. Because the results are in real time, you can quickly gather information on what’s working during the current holiday season. The key is to find the right verbiage for your industry segment. “For holiday creatives, marketers can spot trending adjectives, keywords, and verbs tailored to seasonal sentiment — like ‘festive,’ ‘save now,’ and ‘limited edition,’” Leshem says. She adds that headline themes like “urgency,” “self-gifting,” “nostalgia,” and “celebration” pack a solid emotional punch during the holiday season. ### 2. Use the Right Filters Headline Trends lets you pull top-performing keywords, phrases, and emotional triggers across multiple channels, but to get those results, you’ll need to choose the right filters. During the holiday season, the most useful filters are: - Vertical: See what’s working for your category, whether it’s fashion, pets, electronics, or beauty. - Country and language: Localize your language and references for cultural relevance, which is crucial for holiday-season campaigns. - Device: Mobile and desktop shoppers tend to engage differently. For instance, mobile users might prefer shorter, action-driven headlines and concise, action-driven copy. ### 3. Choose the Right Words Words matter. According to Taboola data, the following words, when used in a headline, can be highly impactful, particularly during the holiday rush: - Adjectives: Cozy, perfect, limited, exclusive, and best-selling. - Verbs: Grab, shop, unwrap, gift, save, and treat. - Keywords: Holiday, deal, last chance, for her/him, stocking stuffer, and free shipping. “These words evoke emotion, action, and timeliness, all of which are critical in holiday shopping decisions,” Leshem says. ### 4. Balance Urgency With Authenticity Urgency incites action, and that’s especially true during the holiday season. Phrases like “Time Is Running Out” and “Last Chance for Christmas Delivery” can increase conversions. Overuse of these terms may undermine your credibility, though, so that’s where balancing it with authenticity can help. “Balance comes from pairing urgency phrases with authentic emotional or value-based appeals,” Leshem says. “Instead of just, ‘Last Chance!’, try, ‘Last Chance to Gift Joy’ or ‘Ends Tonight: Wrap Up the Perfect Surprise.’” You can also create urgency using specifics like “Only 200 Left” and “Ships in 24 Hours.” These factual statements are straightforward and simple. ## Examples of Effective Headlines (Holiday Edition) Seeing is believing! These examples of hot headlines, straight from the Realize tool, demonstrate how an eye-catching headline can stop the scroll and encourage clicks. ### Cozy Must-Haves to Gift Yourself This Winter Why it works: Shoppers might be focused on buying for others, but that doesn’t mean they can’t grab a few things for themselves. “Cozy must-haves” paints a comforting picture of soft blankets, fuzzy socks, and warm beverages, while “gift yourself” tags onto the “treat yourself” trend. The message of prioritizing joy while shopping for others can resonate well just after Cyber Week, when the stress of searching for the right gifts leaves customers ready to seek some relaxation. ### Last Chance to Unwrap Holiday Savings Why it works: This headline delivers a one-two punch — both urgency and seasonal relevance. The phrase “last chance” evokes fear of missing out (FOMO), prompting shoppers to take action before the offer is gone. “Unwrap holiday savings” brings that emotional connection, reminding shoppers of the joyful experience of opening presents, especially when those presents come at a cost savings. This headline is perfect for later in the season, when shoppers are rushing to check off those last few gifts on their list. ### Best-Selling Deals That Ship by Christmas Eve Why it works: This headline hits on three fronts. First, there’s the social proof that comes with the term “best-selling.” It showcases items that are popular, serving as a shortcut for last-minute shoppers who simply don’t have time to research. As always, “deals” appeals to the bargain hunter. It’s the phrase “that ship by Christmas Eve” that seals the deal, though. It reassures time-crunched shoppers that their purchase will arrive when it needs to. It’s a great end-of-season marketing push that can earn you extra revenue. ### New Year, New Skin: Refresh With These Top Picks Why it works: Once all the presents are unwrapped, attention turns to another big milestone — the end of the year. Words like “refresh” capture the spirit of the “clean slate” theme that comes with the start of a new year. “New year, new skin” is a clever play on the “new year, new you” phrasing, making it clear what you’re offering. Lastly, the term “top picks” lets customers know that the products have been curated to make things easier for those shopping for new beauty products. This is a great way to extend your holiday sales beyond Christmas. If you want to make sure your headline hits the mark, it’s well worth trying the Headline Analyzer within Realize Trends. “The analyzer scores your headlines using CTR scores relative to others in your vertical,” Leshem explains. “It also highlights weak spots, such as low-impact words. Users should treat this as a creative tuning tool, making small headline changes to push performance before launching at scale.” ## Pairing Visuals and Headlines: A Holiday Must While a compelling headline gets results, pairing it with an eye-catching visual can amplify its effect. That’s where Image Trends can help. This AI-powered tool reveals the visuals showing the most engagement. “From past insights, we know that indoor imagery often outperforms outdoor shots during the holidays,” Leshem says. “Warmth, comfort, and authenticity win.” Top-performing images for the holidays include the following traits: - Warm indoor settings (e.g., kitchens and fireplaces). - Bright reds, golds, and greens. - Hands holding gifts, decorations, or people looking at the camera. - Real-life photos over polished studio shots. For best results, Leshem recommends combining Image Trends with headline insights. “Pull top-performing images from Image Trends, then match them with equally strong headline variants from Headline Trends and the Analyzer,” she says. ## When to Refresh Creatives Normally, trends may refresh every month or so, but that isn’t the case during the holiday season. Things move fast, and trends can change from one week to another. “Check Realize Trends weekly for shifts in tone, keywords, and imagery,” Leshem advises. “Refresh creatives every 10-15 days to remain aligned with trend data.” Leshem finds it best to start monitoring trends early, suggesting that you start in late September or early October for any Black Friday content, then use October to analyze holiday trends and begin early testing. From there, you should revisit trends weekly starting in early November and continuing until the holiday season is complete. “For New Year’s and January deals, shift your tone to ‘refresh,’ ‘declutter,’ and ‘start the year right,’” she adds. ## Key Takeaways During the holiday season, headlines matter more than ever. Tools like Realize Trends offer timely insights into user engagement, helping you adjust your approach to get immediate results. Using emotional triggers and seasonal language like “cozy,” “unwrap,” and “gift,” you can connect with busy, time-sensitive shoppers. You can also combine the Headline Analyzer with Image Trends to fine-tune your creatives before launch. ## Frequently Asked Questions (FAQs) ### How much time should you spend writing headlines? More time than you think! While headlines seem like a quick task, they’re the first impression you make on a new customer. In fact, one study found that 75% of those who share an article on social media don’t read beyond the headline before sharing. This can be especially true during the chaotic holiday season, when ad fatigue sets in and audiences are bombarded with promotions. Allocate extra time to test headline variations and optimize based on your results. ### How do you start writing a headline? Every headline starts by capturing the message in its corresponding content. You should also consider the emotion or action you want to inspire. Are you creating urgency in the hopes of getting clicks, or is your goal to build your brand by promoting comfort? Once you have your topic and goal in mind, consult the Headline Trends tool to look for keywords and terms that are currently resonating with readers in your industry and location. Using that information, come up with three to five options and test them using the Headline Analyzer. ### What is the format for headlines? Headline formats tend to vary by vertical and audience, but for SEO purposes, it’s best to keep your headlines to 60 characters or less. For social sharing, posts with shorter headlines (8-12 words) get more shares on X, while longer headlines (12-14 words) get more Facebook likes. Start with a strong verb or an attention-grabbing phrase, then clearly convey value or emotion. Also consider adding a number to your headline when relevant. Headlines like “5 Holiday Must-Haves” can capture attention and get clicks. --- ### Ideal Customer Profile: Know Exactly Who You’re Marketing To URL: https://www.taboola.com/marketing-hub/ideal-customer-profile/ Last Modified: 2025-07-24 10:07:06 Say you owned a company that exclusively made jackets for men with a 42-inch chest size and a 34-inch waist, who stood six-foot-two-inches tall and who had arms measuring from shoulder to fingertip exactly 37 inches. Now, for starters, many people would rightly advise you that you were probably a bit too specific in your product inventory. But, no one could say it would not be very easy for you to come up with what marketers call an “ideal customer profile.” For you, it would be a man of the exact dimensions laid out above. As it happens, an ideal customer profile can be quite useful for advertisers to use even when it’s not quite so specific. ## What Is an Ideal Customer Profile? An ideal customer profile, often referred to as ICP, is a detailed, well-reasoned, and researched description of a hypothetical customer who would best benefit from, and most appreciate, your products or services, and who would theoretically be the most valuable customer for your business. An ICP is a way to think about and focus your marketing efforts, seeking the most promising leads. It incorporates that old wisdom that you can’t be all things to all people; rather than trying to appeal to everyone, you try especially hard to appeal to your perfect customer. In so doing, you will also appeal to people who are adjacent to the ICP in many ways. ## Importance of an ICP in Your Marketing Strategy An ideal customer profile is highly important for a successful marketing strategy because it helps advertisers identify and then target their most valuable potential customers. Use of an ICP as you create marketing campaigns can lead to increased efficiency, better return on ad spend (ROAS), higher conversion rates, and ultimately, better business performance and less wasted time, effort, and money. By defining who your ideal customers would be, you can better focus your marketing efforts, personalize your messaging, and allocate resources more effectively. ## Key Benefits of Building an ICP Once you have a solid ideal customer profile created (or a few ICPs, if you offer a wider range of products or services), you can see how ICPs help in the creation of marketing materials and whole campaigns. They will assist with: ### Targeted Marketing When you have a real sense of who your best customer would be, you can go out and find them, meeting them where they are with your ads. Would your ideal customer frequent this or that social media platform, this or that type of YouTube channel, or this or that news site, for example? Then spend money to place your ads appropriately. Would your ideal customer be more likely to respond to a video ad or to open an email? Would they be more likely to appreciate humor or informative content? The more you know about them, the better you can reach them. ### Improved Products and Services The more you know about your ideal customer, the better you can make products, or the better services you can offer, that they would genuinely enjoy and use. It becomes almost a chicken-and-egg proposition: Are they your ideal customer because of what you already offer, or because of how you tweak things to meet them? The answer to that rhetorical question does not matter — what matters is that you continually refine not only your advertising, but also the products and services you're hoping to sell to your ideal customer. ### Better Customer Retention Every marketer knows that it’s easier — and cheaper! — to retain existing customers than it is to attract new ones. The better you know your customers, the better you can hold onto them by offering messaging and products they will truly appreciate. ## ICP vs Buyer Persona ICP Buyer Persona Type of party you seek. Specific party you target. Ways customer consumes media. Actual media consumed (TikTok, e.g.). Examples of habits or pastimes. Specifics (prefers Orange Theory gym, e.g.). Goals ideal customer may have. Actual work towards success. Potential customer pain points. Specific examples of barriers to conversion. ## How to Build an ICP ### Define What Would Make a Best Customer Before you worry about defining your best customer, think through what would make them so. Are you hoping for subscribers? Are you simply looking to drive sales? Are you looking for repeat buyers? Do you want to attract people who will in turn spread the word about your business? Rather than starting with who they are, think of what you want them to do. ### Gather the Data The more you know about your ideal customer, the better. You need to gather all sorts of data, from demographics like age and income levels, to the way they likely use social media, to their usual shopping habits with other brands and so on. You can never have too much data about your customers; even if you don't use some of it, it's good to have it. ### Engage in A/B Testing Even if you’re quite confident that you’ve successfully created an ideal customer profile, you need to allow that you might be a bit off in some areas. It's a good idea to create at least two ICPs, even if they’re relatively similar. Use each of them to engage in different marketing campaigns and see which one performs better. ## What Data and Metrics Should I Use to Build My ICP? The short answer is to use as much data as you can gather, and to use as many metrics as you can. A slightly longer answer is to be sure you use these three considerations: ### Demographics You need to know, as accurately as possible, about your ideal potential customer’s age, gender, location, occupation, and income level, education, and other such basic (and often findable) pieces of information. ### Psychographics This is a knowledge of a person’s values, personality traits, lifestyle, and interests. Do they seem particularly religious? Highly patriotic? Spiritual? And so on. ### Buying Habits The more you can learn about how your would-be customers already spend their money on products and services, the better you can meet them where they are with your marketing efforts. ## How to Use an ICP to Improve Lead Generation and Targeting ### Targeted Outreach An ICP can help you identify specific characteristics of your would-be ideal customers, allowing you to focus all lead-generation efforts on those who will be most likely to convert. ### Refined Content You know your audience, so make sure your marketing efforts will resonate with them. Tailor your ads, emails, and other marketing content to be designed for your people, not just for people in general. ### Website and App Optimization Your marketing efforts capture leads, but where they land is what matters when it comes to conversions. Make sure your site or your app (or both) will be a pleasure for your ideal customer to navigate so that they move through to conversion. ## What Are Common Mistakes to Avoid When Defining and Using an ICP? ### Not Using A/B Testing Even the best marketers in the business can sometimes misunderstand their potential ideal customers. As mentioned, then, it's a good idea to create at least two ICPs and to run marketing campaigns based off of each of them. You may find one is notably more successful than the other. If both are a success, consider a third ICP and ad campaign, as you might have a varied base of ideal customers — not running multiple campaigns may leave many of them off the table. ### Not Using Hard Data Your intuition and your understanding of your customer base can and should play a large role in the development of an ICP, but you need to also use hard data, letting information you collect about your customers inform the ICP. Remember, this is not who you would want your ideal customer to be — this is who your ideal customer actually is. ### Not Updating Your ICP People change. It happens to individuals and it happens generationally. You need to rethink and update your ICP now and then to make sure you’re still appealing to your actual potential customer base, not to someone who would have been a customer five years ago ## Key Takeaways An ideal customer profile (ICP) is a detailed description of a hypothetical customer who would benefit most from your product or service. Marketers create ICPs so that they can customize their advertising to people who would genuinely be likely to buy what they are trying to sell, if only they could be made aware of it. ICPs are created using market research about demographics, online behavior, past shopping behavior, and more. The more information a marketer can get, the more accurate the ICP will be. ICPs need to be reevaluated and updated now and then, with a yearly review likely sufficient. This helps ensure you still accurately understand the customer base. ## Frequently asked questions (FAQs) ### What role does an ICP play in account-based marketing (ABM) strategies? In account-based marketing strategies, the ICP serves as something of a blueprint for identifying and targeting high-potential accounts. It defines the characteristics of people that are most likely to become valuable repeat customers, allowing marketing teams to focus their efforts on these most promising leads. ### Which qualitative and quantitative factors are most important in defining an ICP? It gets back to those demographic considerations. You need to think about things like income level, location, education level, and other tangible factors, but you also need to consider your potential customers in a more holistic way. Think about their interests, how they spend their time, and so on. ### How do I tailor my messaging and content to resonate with my ideal customer? To tailor your messaging and content to truly resonate with ideal customers, start by deeply understanding who they are, what they need, and how they communicate. Then, create that ICP, segment your audience if you find you have several different ideal customers, and craft targeted content that addresses as many of their specific pain points and desires as possible. Over time, continuously analyze and refine your approach based on performance data, audience feedback, and continued research. --- ### Data-Driven Marketing: How to Leverage Data for Smarter Campaigns URL: https://www.taboola.com/marketing-hub/data-driven-marketing/ Last Modified: 2025-09-11 10:05:57 In today’s marketing landscape, data is no longer just a supporting player, it’s the star: For marketers, data-driven campaigns are essential to remaining competitive. But, what is data-driven marketing, exactly? Simply put, it’s the strategic use of data to shape, execute, and measure your efforts. From targeting to real-time ad bids, data can help you make smarter decisions and maximize return on your investment. Effective use of data starts with knowing how to collect it and how best to use it. This guide will take you through the process of leveraging data to get better results from your campaigns. ## What Is Data-Driven Marketing? At its core, data-driven marketing is simple — you gather information and put it to use in creating and launching marketing campaigns. Instead of running your campaigns on instinct, you have real, verifiable facts that can inform your strategies moving forward. The key components of data-driven marketing are: - Data collection: Marketing success starts with gathering the right data. Typically, that’s a combination of information on consumer behavior, demographics, and previous transactions. - Analysis: No group of data comes in fully formed. For best results, you need to thoroughly analyze the information you’ve collected, whether it’s who’s clicking on your ads, which products people buy, or when they abandon their cart. - Activation: Once you’ve reviewed the data, it’s time to put it to use. You can use your collected data while you’re coming up with new strategies, rejuvenating sagging campaigns, or personalizing your marketing to specific audience segments. - Measurement: The key to success in data-driven marketing comes from constantly measuring your results, then using the information to refine and optimize. ## What Are the Benefits of Data-Driven Marketing? Yes, data helps you understand how customers are interacting with your brand, but that isn’t the only benefit. When businesses embrace data, here are a few ways they excel. ### Improved Personalization Today’s customers aren’t just comfortable with personalization — they expect it. If you’re still blasting out generic marketing messages, you’re likely to fall behind. Data is the engine behind all that personalization. It empowers marketers to target messaging to individual consumers based on who they are, what they’ve done, and what they’re likely to do next. With the right data, you can display personalized product recommendations, dynamic landing pages, and customized offers. ### Better Decision-Making Data can eliminate the guesswork that has long plagued marketing departments. You don’t have to wait months to determine whether a particular campaign brought a return on investment: Instead, you can gather information and make adjustments before you’ve sunk months of effort into a campaign. ### Higher Efficiency Are you maximizing every dollar you spend? Data can help with that. Marketers are increasingly turning to AI-powered data for their ads for one reason: It can boost return on ad spend (ROAS) by 400%. Not only can data better inform your decisions on the creatives you use, but it can also optimize bids in real time to ensure you get the best results. Data can also help identify untapped potential in your marketing campaigns. Instead of continuing to pour money into oversaturated audiences, you can pinpoint new outreach opportunities. As a result, you can cut spend where it isn’t working and double down on your most effective efforts, increasing your efficiency. ## 4 Types of Data Utilized in Marketing Not all data is created equal. Successful data-driven marketers know how to grab the right kind of information from the right places. By combining the following data types, you can craft more relevant experiences. ### Demographic Different products draw different audiences. A line of anti-aging creams might be targeted toward women over 50, for instance, while a new sneaker line might be targeted to men ages 18 to 30. To narrow your targeting to the audience most likely to buy, you’ll need data like: - Age. - Gender. - Income level. - Education. - Marital status. - Location. Using demographics for targeting is nothing new, but today’s marketers face new challenges when it comes to gathering information on consumers, thanks to updated privacy laws. Even with those complications, though, demographics remain the starting point for broader campaign strategies. ### Behavioral How do customers interact with your brand? Monitoring that data can be one of the best ways to gain insights on your customers. Keeping an eye on metrics like website visits, page views, time on site, and abandoned carts can help you develop more informed campaigns. For example, if data suggests a high exit rate on a certain product page, you might test shorter copy or change your page layout. You can also use behavioral data to identify and target users who looked at a product but didn’t buy. Today’s tools let marketers gather behavioral data in real time and personalize interactions for better results. ### Transactional This type of data focuses on a customer’s past transactions with your brand. It looks at what a customer has bought, how often a customer purchases from you, and how much they spent. Data points include order history, purchase frequency, and average order value. This type of data is crucial when you’re tracking loyalty and retention rates, or when you’re interested in cross-selling or upselling existing customers. As an example, a coffee retailer might identify customers who order a fresh supply of coffee every 30 days. Using that information, the retailer can send a reminder as the 30-day mark approaches, or offer a discount for setting up a recurring purchase. Transactional data is also useful when trying to forecast demand, as you can understand which products are attracting the most interest and adjust your inventory accordingly. ### Engagement Engagement goes beyond your website and product pages, it tracks user interactions across platforms, with metrics including: - Emails opened. - Links clicked. - Social shares. - Video watch time. - Live chat interactions. This data helps you determine which types of content resonate most with your audience. High engagement signals that your content is performing well, encouraging you to use similar messaging on future campaigns. With social media interactions, you can monitor to see which types of posts resonate with your customers. Over time, the information creates a feedback loop that helps you generate better content strategies. ## 4 Technologies (and Tools) for Data-Driven Marketing Modern tools can pull everything together, including collecting data, analyzing it, executing on the information, and analyzing the results. Here are four of the most useful types of tools used by high-performance marketing teams. ### Tracking and Reporting Platforms The first step in data-driven marketing is gathering the data. For that, you’ll need a tracking and reporting platform. These tools help marketers monitor campaign performance, understand audience behavior and get the information they need to optimize their campaigns. While you’ll find no shortage of tracking and reporting platforms, here are a few of the top options: - Google Analytics 4 (GA4): A longtime leader in the market, Google Analytics stands out for its integration with Google Ads. GA4 brings cross-device and cross-platform journey insights, custom event tracking, and the ability to build predictive audiences based on purchase or churn probability. - Adobe Analytics: Another tool offering cross-platform tracking, Adobe Analytics is known for its deep data customization and robust visualizations. You’ll also get AI-powered predictive analytics to identify trends and forecast performance, making it a great choice for enterprise teams who want control over their reporting environment. - Mixpanel: For product-based analytics, Mixpanel is a powerful tool. It tracks event-based interactions in real time and supports cohort analysis to help you get a better feel for your audience. - Looker Studio: Formerly known as Google Data Studio, this free tool excels at bringing multiple reports together in one handy visual report. It’s ideal for marketers who need to regularly share reports with stakeholders across teams. ### Performance Marketing Platforms Once you have data in hand, the next step is putting it to use. Performance marketing platforms help with that, giving you the tools you need to achieve your goal, whether that goal is lead generation, increasing online purchases, or generating app installs. Here are a few leading performance marketing tools, along with information on what helps them stand out: - Realize: This set of tools is designed for the consideration and action stages of the funnel, bringing real-time data, AI-powered optimization, and a wide variety of high-visibility ad formats. These tools not only help with creation of different ad types, but you also get a built-in social importer and landing page builder to help make the most of your creative. - Skai: Formerly Kenshoo, Skai specializes in omnichannel optimization. It integrates more than 100 different publishers and retail media networks to help marketers unify bidding, budgeting, and targeting strategies, making it a great tool for businesses that manage large-scale media investments. - Marin Software: If you market heavily through Google and/or Meta, Marin Software can pull everything together to help you maximize your efforts. You’ll get budget forecasting, cross-channel attribution, and keyword-level optimization. - The Trade Desk: For help with your ad buys, The Trade Desk provides the tools necessary to run programmatic ad campaigns across multiple channels. You’ll get audience segmentation, real-time bidding, and metrics that help you optimize performance. ### Customer Relationship Management Systems Customer relationship management (CRM) systems are designed to collect and store customer data. These systems can be indispensable for leveraging first-party data. The right CRM stores a detailed interaction history for every customer, including email opens, sales calls, purchase history, and customer support tickets. Here’s how three of the top CRM platforms stand out: - Salesforce: One of the most popular and customizable CRMs on the market, Salesforce is known for its scalability and deep integrations. - HubSpot: Small businesses on a budget can’t beat HubSpot’s free tier, which lets you get started, then move to a premium plan as your business grows. - Zoho: Another cost-effective option is Zoho, which offers plenty of features starting at $14 a month. A CRM can act as the connective tissue between marketing and sales. Your marketing team can create customer lists, with the sales side of your business logging calls and deals. CRMs typically integrate with analytics platforms and marketing tools to give you a holistic approach to your data-driven marketing efforts. ### Marketing Automation Platforms Marketing automation platforms eliminate manual processes, letting you create behavior-triggered workflows that target customers at various points along their journey. Using marketing automation, you can send an email when someone abandons a cart or wish a returning customer a happy birthday based on CRM data. Here are a few marketing automation platforms, along with what sets them apart: - Marketo: This AI-powered tool from Adobe excels when it comes to lead scoring, multitouch attribution, and custom workflows. - ActiveCampaign: With a user-friendly interface, ActiveCampaign combines email marketing, CRM, and machine learning. Its predictive segmentation feature makes it easy to quickly act on customer data. - Klaviyo: E-commerce brands gravitate toward Klaviyo for its integration with popular platforms like Shopify and BigCommerce. You’ll get real-time tracking of customer behavior and a solid analytics dashboard. - Mailchimp: With a drag-and-drop automation builder that makes the process a breeze, Mailchimp can handle your A/B testing and integrate with your CRM. ## Creating Smarter Campaigns With Data The smartest campaigns don’t start with a concept. They start with data. Today’s marketing platforms provide easy access to both quantitative and qualitative insights, which means that you get both numbers and data (quantitative) and observations of user behavior (qualitative). This lets you build your campaigns on facts, not assumptions, but it isn’t just what you collect, it’s also what you do with that information once you have it. ### Using Data to Build Smarter Campaigns Data can help you at every phase of your campaign, from strategy to execution. Here’s a step-by-step guide to leveraging data to boost your return on investment. - Step 1: Define your goals and key performance indicators (KPIs). This is essential to setting up a campaign with measurable results. - Step 2: Gather quantitative data like click-through rate (CTR), conversion rate, bounce rate, and scroll depth. Make sure you measure this across various creative formats, including carousel, vertical, and display. - Step 3: Layer in qualitative data by analyzing behavior patterns. Look at the typical user journey and identify areas where users seem to drop off while also paying attention to which creatives get the most clicks. - Step 4: Use predictive intent signals, focusing on what users are researching or considering rather than just their demographics. - Step 5: Use a social importer or creative assistant to repurpose high-performing assets, using the data you’ve gathered to tweak the format and placement. - Step 6: Build landing pages that match user expectations. Tools with integrated page builders can help you test different landing page versions to find the one that best resonates with your target audience. - Step 7: Data can help you constantly test, analyze, and optimize your campaigns. Launch A/B tests, track results in real time, and utilize AI to optimize bidding, ad rotation, and budget allocation based on performance. ### Turning Insights Into Action Collecting data is only the first step. As you learn more about how users interact with your campaigns, you can use that information to target customers, personalize your messaging, and create assets that perform. Let’s say you see that your vertical video gets high engagement rates for first-time visitors, but carousel ads tend to perform better with return visitors. This information might prompt you to create separate campaigns where you target newcomers with short-form video, but use personalized carousels for those who’ve visited your site before. Then, you can create landing page copy to match the assets you’re displaying. ### Optimizing Campaigns Based on Data: Best Practices Effective data-driven campaigns aren’t “set it and forget it.” You’ll need to continuously monitor and optimize. Here are some tips to help: - Test one variable at a time: For best results, you should always isolate one item, such as a headline or an image, and test it. - Avoid testing too early: You’ll need a decent sample size to get an accurate picture of a campaign’s effectiveness. - Run tests across segments: What works for new website visitors might not work as well for repeat visitors and regular customers. Test segments separately. - Let AI optimize in real time: AI has empowered marketers to adjust everything from creative to bids on the fly. Use tools that make it easy to optimize your campaign to get the best results. ## Measuring Success in Data-Driven Marketing Data-driven marketing is only as good as your ability to track your efforts. It’s important to have tools in place to gather the right metrics on the most important KPIs. The top indicators to monitor include: - CTR: Measures how compelling your creative and messaging are. - Cost per acquisition (CPA): Tracks how efficiently you’re converting users into customers. - Conversion rate: Indicates how well your landing page and offers are performing. - Customer lifetime value: Projects the long-term financial impact of a campaign. - ROAS: Measures the overall financial effectiveness of your efforts. The best tools go beyond reporting numbers: They’ll help you see patterns, identify underperforming segments, and find opportunities for optimization. Here are a few top tools marketers are relying on in 2025: - GA4: As mentioned above, Google Analytics’ latest version can track behaviors across devices and events, giving marketers an even better understanding of user behavior across the entire customer journey. - Looker Studio: Formerly Google Data Studio, this tool can help you visualize your campaigns in real time. It allows you to combine data sources, including Google Ads, YouTube, and CRMs. - CRM-integrated reporting: If you use a customer relationship management (CRM) tool like HubSpot or Salesforce, you can connect your marketing efforts to your sales tracking, letting you see how your campaigns lead to closed deals and incoming revenue. ## Overcoming Challenges in Data-Driven Marketing While the benefits of data-driven marketing are clear, you can face a few hurdles during the process. With the right strategies, though, these challenges are easy to overcome. Here are some of the most common roadblocks marketers face, along with some practical solutions to help you overcome them. ### Data Silos Are all your teams on the same page when it comes to your data-driven marketing efforts? If not, you aren’t alone. Marketers often find their teams are disconnected, making it tough to combine everything. The same goes for your data collection efforts. If your ad platform doesn’t sync with your CRM, for instance, you’ll struggle to track your results. Sure, you may be able to manually upload the information, but this not only adds to your daily workload, it also inhibits your ability to scale in real time. Breaking down data silos should be a priority for organizations. Invest in centralized platforms that can combine your data and bring your teams together. If you have tools that don’t integrate natively, a middleware platform like Zapier or Segment can help bridge the gaps. ### Poor Data Quality Not all data is created equally. If you’re pulling in outdated or inaccurate information, you’ll likely see disappointing results. Often, when marketers find errors in segmentation, personalization, or targeting, it’s a byproduct of bad data inputs. In fact, Gartner estimates that bad data costs businesses $12.9 million every year on average. So what can you, as a marketer, do to keep your data collection efforts solid? In addition to vetting your data collection sources, you should regularly conduct audits on the information you’ve gathered. The right tools can automate the process, constantly looking for duplicates and outdated information. Marketers should also work with their IT teams to set up quality assurance processes at every point where data is collected. ### Talent Shortage Although data collection is nothing new, it has now infiltrated every phase of the marketing process. Many marketing teams face a skills gap when it comes to interpreting data, running analyses, and using advanced platforms. Unfortunately, this means that valuable data can go unused or, worse, be misinterpreted. While user-friendly platforms can help, in the end, marketers need to have at least one person on hand to ensure nothing falls through the cracks. For this, marketers can invest in internal upskilling, typically through online courses. Organizations can also bring in a data analytics specialist, either as a payrolled team member or a contractor. ### Privacy Regulations One of the most pressing challenges faced by today’s marketing teams is privacy. Not only are consumers concerned about it, but governments are getting involved. New regulations set restrictions on how organizations can collect, store, and use customer information. These rules can limit your access to third-party data and restrict your targeting capabilities. To remain proactive, marketers need to pay attention to the European Union’s General Data Protection Regulation and the California Consumer Privacy Act, as well as any new legislation that emerges. That said, many marketers have now made the move toward first-party data collection. This refers to data you’ve collected from your own website, apps, and emails, always getting user consent. You can also focus on intent-based targeting, relying on behavioral and contextual signals rather than data you’ve collected through third-party cookies. ## Case Studies and Success Stories Across all industries, organizations are leaning into data-driven marketing not just to inform their efforts, but also to improve outcomes. By leveraging advanced audience insights, AI-powered optimization, and performance-focused creatives, organizations have boosted their success rates. Below are three real-world examples that highlight how data is transforming the marketing landscape. ### Meitav Meitav, a top investment management company located in Israel, wanted to promote a new Bitcoin price index fund while also significantly scaling its performance marketing. The company succeeded at both, achieving 78x return on ad spend, which far surpassed its 20x goal. How did Meitav achieve such impressive results? It partnered with a performance-focused ad platform to launch a multi-format ad campaign that included motion, image, and video ads. Using a combination of predictive bidding tools and strategic optimization, the campaign showed the power of a focused, data-driven strategy. ### Chery Automotive brand Chery also implemented image, motion, and video ads, but in this case, their campaign sourced successful existing assets — most notably video content that featured electric vehicle driving tips. Video was used to boost engagement while static ads encouraged form completions. The campaign produced impressive results: Chery saw a 12% increase in conversion rates and a 35% reduction in CPA while also lowering its cost per click by 30%. The mix of video and static ads showed the power of combining creative formats. ### AIDA Cruises This leading German cruise line showed the power of using data at scale. The company launched 120 campaigns that combined image ads, powerful bidding tools, and audience segmentation. The campaigns incorporated first- and third-party audience data, dynamic retargeting, and ongoing peer benchmarking to optimize their strategy over time. All the effort paid off. AIDA achieved 5x average ROAS and 26% lower cost per opportunity compared to peer benchmarks. Overall, conversions increased by 82% while cutting CPO in half. The success was attributed to a combination of AI-powered optimization, intent-based targeting, and continuous testing, showing how a long-term, data-driven strategy can drive scale and efficiency at the same time. ## Key Takeaways Data-driven marketing empowers organizations to move beyond guesswork to create smarter, performance-focused campaigns rooted in real insights. By combining quantitative metrics like CTR and ROAS with qualitative behavioral signals, marketers can personalize content, optimize targeting, and improve efficiency throughout the funnel. But, it’s important to have both the tools and the personnel to ensure the accuracy and relevance of the data being generated, while also measuring results over time. ## Frequently Asked Questions (FAQs) ### How can data improve the personalization of marketing campaigns? Data allows marketers to tailor their efforts to specific audiences based on user behavior, preferences, and demographics. This improves relevance, which can boost engagement and increase conversions. ### What challenges might marketers face when adopting data-driven approaches, and how can they be resolved? As powerful as data can be, marketers find it brings some challenges. One of the biggest challenges relates to finding the right platforms and personnel to extract data and ensure it’s solid. Siloed systems and teams can also fragment data use, which can lead to ongoing issues. Marketers can solve those issues by finding the right platforms, hiring skilled professionals, and regularly auditing their data collection efforts. ### How often should marketing data be reviewed and strategies adjusted accordingly? The exact frequency depends on your resources and goals, but generally speaking, marketers should review their data at least once a week. If you’re going hard on a particular campaign or promotion, daily checks are recommended, particularly if you’re investing significant funds. It’s important to keep an eye on your campaigns to ensure they remain aligned with audience behavior and market trends. --- ### B2B Marketing Trends Digital Performance Advertising Should Know in 2026 URL: https://www.taboola.com/marketing-hub/b2b-marketing-trends/ Last Modified: 2026-02-24 12:30:40 Marketing teams in 2026 are faced with tons of opportunity, navigating a crowded field of jaded users and creating the right mix of tactics, across channels, to find high-intent prospects and convert them to buyers. The B2B customer journey matters for both the prospect and the brand: Users want personalization done well, easy access to the right information, and clear pricing, while marketers have to use budget wisely while engaging these users to capture leads and drive conversions. As AI’s potential becomes clearer and the technology proves its value, B2B marketers can find endless ways to save time and money with it. Marketing automation and data-driven decisions, paired with video, social media, SEO and AEO, and thoughtful content, can all help marketers succeed, even if budgets and resources stay the same. Here’s a quick look, by the numbers, at the state of B2B marketing and where it’s headed next: - 39% of B2B marketers say resource constraints — time, people, and budget — are a challenge. - B2B customers use an average of 10 interaction channels in their buying journey, up from five channels in 2016. - More than 50% of B2B survey respondents want a true omnichannel experience — interacting and buying while moving seamlessly across channels. ## Trend 1: AI Becomes Infused Throughout Marketing B2B marketers can access AI-powered applications for more and more uses in 2026, whether automating processes, doing account-based marketing (ABM), distributing content, or analyzing data. AI has made an impact on the generative front for copy, imagery, and video, and marketers now also have to tweak SEO strategies and implement more answer engine optimization (AEO) tactics as well. To do AI well — building agents, automating workflows, creating high-performing ads — marketing teams have to work across their organizations to ensure high-quality data, which is key to AI’s success. And marketers will have to learn how to create content that’s easily found by AI tools to show up in answers — the new discipline of AEO. Here’s what else to know: - 95% of B2B marketers say their organizations use AI-powered applications. - 74% of B2B marketing teams will use AI marketing analytics to gain competitive advantage this year. - Data quality issues cause 60% of AI projects to fail or underperform. - Nearly 30% of marketers reported decreased search traffic due to AI tools. - Nearly 24% of marketers are working to update their SEO strategy for generative AI in search. ## Trend 2: The Continued Rise of Account-Based Marketing (ABM) and Personalization at Scale Account-based marketing (ABM) and personalization at scale address the pressing needs of digital advertisers and marketers today — namely, user fatigue and intense competition for attention. ABM brings together marketing and sales teams’ efforts to create better customer experiences and drive more conversions and sales. This discipline identifies high-value accounts and tailors messaging and offers to those accounts specifically. It’s easier to measure the success of ABM campaigns, so teams can see exactly what ROI they drove. This efficiency can lead to bigger deal sizes, higher conversion rates, and shorter sales cycles. ABM tactics are suited for fragmented buyer journeys, as they can extend consistent messaging across multiple channels. With the inception of AI, ABM platforms can also now layer in deep data analysis to find patterns in customer intent. Digital marketers can get data-driven recommendations for personalizing content, tactics, and messaging to specific accounts within the ABM process. Predictive analytics tools may be embedded in other technologies, or teams may build them: Either way, B2B businesses need a single source of enterprise truth to offer better intelligence to sales and marketing teams, avoid repetition in contacting leads, and craft personalized messaging and campaigns. Here’s what else to know about these trends: - B2B companies using ABM report a 38% higher sales win rate and 91% larger deal sizes for 24% faster revenue growth. - 71% of email marketers who have embraced personalization said their return on campaigns was good or excellent. - Faster-growing companies are driving 40% more of their revenue from personalization versus slower-growing companies. - AI-powered ABM drives a 15-25% increase in marketing ROI. ## Trend 3: The Power of Content Marketing and Thought Leadership in B2B Seasoned web users have become quite savvy at navigating the multiple channels, offers, and companies vying for their attention, whether in B2B or B2C spaces. Content marketing is essential in building an always-on program that educates and builds trust with prospects and customers. This includes thought leadership, which can help brands stand out with a strong point of view, interesting or new data points, or deep education around a new or emerging technology or other topics. Prospects want to be engaged, and they’ll quickly navigate away from fluff or inauthentic content. Personalization also plays a role — a B2B company’s content can easily be segmented and tailored to different audiences, for example, and brands can stand out with fresh, engaging content, particularly for decision-maker and C-suite executive audiences. Generally, B2B brands these days have to tell interesting, SEO-informed stories to attract the attention of buyers. The range of formats and channels has expanded, and experimentation and testing can help digital marketers figure out which is best for their brand and audience, whether that’s LinkedIn articles, carousels, email newsletters, white papers and e-books, webinars, in-person events, case studies, or other options. Thought leadership has also expanded beyond print into video and events formats. B2B marketers working on content and thought leadership have to consider authenticity and voice in their work with the rise of generative AI, but also consider scale and speed to stay ahead. Here’s what else to know about content marketing and thought leadership for B2B this year: - 65% of buyers said a piece of thought leadership content changed their perception of the company for the better. - 30% of decision-makers rate most thought leadership as mediocre, poor, or very poor. - Just 43% of organizations consider their content strategy to be data-driven, though 80% say they rely on content analytics to decide what to create. - 40% of B2B marketers say one of their biggest challenges is creating content that prompts a desired action. ## Trend 4: Leveraging LinkedIn and Professional Networking for B2B Marketing With more than a billion users, LinkedIn has proved its staying power for B2B companies over the last 20 years. Its focus on professional networking, ad buying options, and options for company pages means it’s the primary social network for business-to-business marketing. LinkedIn has expanded its formats and channels for both paid and organic marketing efforts, so B2B digital marketers can use targeted paid ads and messages alongside organic content types (such as posts, articles, carousels, live events, groups, and polls) to engage prospects. LinkedIn users can engage directly with their colleagues and former coworkers, as well as follow particular companies and leaders. Executives can use LinkedIn to build their own name recognition alongside their company, and brands can build their reputation there, too. The specificity and engagement levels on LinkedIn are good for lead gen: Brands see a 2x to 3x lift in their brand attributes when they advertise on LinkedIn, and marketers see a conversion rate up to 2x higher there. Here’s what else to know about LinkedIn and professional networking trends: - 42% of marketers reported using LinkedIn as part of their marketing strategy in 2025, an 11% increase from 2024. - Four out of five LinkedIn members drive business decisions, and the audience has twice the buying power of the average web audience. - 89% of B2B marketers use LinkedIn for lead generation, and 62% say it produces leads. ## Trend 5: Incorporating Video Throughout B2B Marketing Strategies Social media platforms and a proliferation of self-serve video platforms mean that video marketing is more popular than ever for B2B brands. Nearly all marketers (96%) agree that videos have helped users understand their product or service better. That number means that just about every marketer working today is incorporating video into their marketing mix, whether it’s quick mobile videos or more professionally produced short films. The trend toward short, snappy video has also reached B2B marketing, where 30-second and 15-second videos are popular. For digital advertisers, engaging videos can help cut through creative fatigue on the right channels at the right time. LinkedIn, Facebook, and Instagram are all effective channels for B2B video, along with YouTube and TikTok as appropriate. Videos tailored to B2B audiences should show off a company’s expertise and explain or demonstrate their solutions and how they can help, educating as well as building trust and brand recognition or authority throughout the funnel, including thought leadership videos, product demos, customer quotes or testimonials, or the occasional fun video that picks up on social media trends. Here’s what else is rising to the surface when it comes to B2B video marketing: - More than 80% of B2B buyers rely on video during vendor evaluations. - 73% of consumers like to watch short-form videos to learn about a product or service. - 89% of people say they’ve been swayed to purchase a particular product by an explainer video. - 49% of marketers said that short-form video earned the most ROI last year, more than long-form or live-streaming videos. ## Trend 6: More Strategic Use of Marketing Automation and CRM Integration in B2B The tried-and-true CRM platform is still the foundation for many B2B companies in 2026. Taking full advantage of a CRM platform’s capabilities, alongside AI-enabled marketing automation, can save lots of time and resources, removing repetitive tasks for marketers and bringing rich data-driven insights. A digital B2B marketing team should also be focused now on integrating any disparate systems, including the CRM, marketing automation tools, and other platforms like the customer data platform (CDP). That single source of enterprise truth, with data available to all teams in the business, will play a big role in success. AI-enabled tech can help generate more qualified leads, then nurture them in a targeted way, with a buyer’s journey that tailors messaging and content appropriately. AI’s massive capacity for scale means you can capture rich data from buyer journeys to iterate and inform future campaigns. Consider these other numbers for using CRM, automation, and AI in 2026: - The CRM market is estimated to have grown by 12-14% CAGR in the past few years. - 98% of B2B marketers see automation as critical. - Businesses using B2B marketing automation generate an average return of $5.44 for every $1 invested and see ROI in under six months. ## Key Takeaways In 2026, B2B marketers are cutting through user fatigue and oversaturated digital channels to reach the right prospects where they are. AI capabilities will continue maturing as marketing teams explore new use cases. Other new and emerging technology, like hyper-personalization and predictive analytics, combines with foundational strategies like SEO, AEO, and thought leadership to help B2B digital marketers find and convert users. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for B2B in 2026? In 2026, B2B marketers have a lot of digital advertising channels to choose from. 73% of B2B marketers use social media advertising and promoted posts in their marketing strategy, while email marketing, SEO, AEO, paid search, video, webinars, open web, and influencer marketing also play a role in a digital marketing mix. ### How can B2B companies measure the ROI of their digital marketing efforts? B2B marketers can build a dashboard of relevant metrics, then continually track them and tweak the data gathered accordingly. Measuring the ROI of digital marketing efforts includes tracking lead generation rates, sales conversion rates, customer acquisition costs, and customer lifetime value, then using an ROI formula to understand the big picture. Integrated marketing technology tools and a single source of data will help build a data-driven culture. ### What are some common mistakes to avoid in B2B digital marketing? In B2B digital marketing, new trends and technology are emerging all the time. While digital marketers may make occasional missteps or overemphasize one channel or tactic over another, there are some common mistakes to avoid. These include neglecting SEO and AEO, which need regular attention and consistency for long-term success. Other common mistakes include overusing tech jargon in content, failing to include customer proof or connect with customers overall, using automation or generative AI poorly or too much, and not integrating channels and platforms, which can lead to wasted resources and duplicated efforts. ### How can B2B brands build trust and credibility online? B2B brands can build credibility by sharing useful information, educating prospects, and explaining how customers have found their product useful. This may take place through whitepapers, blog posts, webinars, events, and social media content, among others as appropriate. ### What are the key metrics for measuring success in B2B digital marketing? Key B2B digital marketing metrics are usually foundational metrics that all marketers understand. These include web data like traffic, bounce rate, engagement, conversions, and more, along with increases in leads generated, cost per lead, marketing qualified leads (MQLs), sales qualified leads (SQLs), and sales conversion rate. --- ### Anchor Text: How to Improve It for Better SEO URL: https://www.taboola.com/marketing-hub/anchor-text/ Last Modified: 2026-06-22 08:37:59 Marketing content doesn’t magically market itself. Instead, specific strategies such as optimizing anchor text on your site are vital, helping control the user experience and journey through content, and optimizing SEO. Here’s what to know about anchor text as you execute your content strategy plan, and ensure you’re getting the most from your content. ## What Is Anchor Text? Anchor text is the highlighted (sometimes underlined) word or phrase that includes the hyperlink that sends readers to another destination. It gives readers key information about where they’d be headed next if they click that hyperlink, and looks much better than including a long URL. ## Why Is Anchor Text Important in SEO? “Anchor text is important in SEO and digital marketing first and foremost because it provides a transparent understanding of where the user will land (i.e. what information will be delivered) if the item is clicked,” says Ilana Del Core, growth marketing SEO lead at Taboola. “Secondly, it helps search engines understand what web pages are about. Because of this, it’s critical to ensure relevance between the anchor text and the destination page.” ## What Does Anchor Text Look Like? Anchor text looks like a regular word or phrase seamlessly integrated into content. The only indicator to the reader that it is, in fact, a link, is that it’s a different color, often blue, e.g., Taboola Marketing Hub. However, behind the scenes, it looks a little different. As Del Core explains, anchor texts are made up of: - A hyperlink. - The visible text, which embeds the link. - The HTML (HyperText Markup Language) anchor tag and attribute. Example: <a href="https://www.taboola.com/marketing-hub/">Taboola Marketing Hub</a> “Creating a clickable link on a webpage is done using the <a> (anchor) tag in HTML,” she says. “The visible text that becomes the hyperlink is placed between the opening <a> tag and the closing </a> tag. The href attribute within the opening tag specifies the destination URL.” ## Types of Anchor Text Not all anchor text serves the same function. Here’s how to understand the differences, per Del Core: ### Exact Match Anchor text is ‘exact match’ if it includes the exact match of the keyword you’re targeting. For example, ‘performance marketing’ links to a guide on ‘performance marketing.’ ### Partial Match Partial match is anchor text that includes a variation of the keyword on the linked-to page. For example, ‘how to optimize your marketing budget’ links to a guide on ‘marketing budget.’ ### Branded Branded is the use of a brand name in the anchor text, for example, ‘Realize’ linking to its own product page. ### Generic Generic is the use of a generic keyword link, such as ‘click here,’ which should lead to the relevant page given the context of the sentence. Note that if you use an image, Google will use the text in the image ‘alt attribute’ as the anchor text. Here’s an example: <img alt="performance marketing metrics" class="XXX" src="https://www.taboola.com/XXX/". ### Naked ‘Naked’ means that the URL of the page the user will land on is used as the anchor itself. For example, ‘https://www.taboola.com/marketing-hub/’ is a naked link anchor. ### LSI This stands for latent semantic indexing, and is sometimes also referred to as ‘related.’ In this case, the keyword is closely related to your targeted keyword, for example, ‘performance marketing software’ or ‘performance marketing tools’ can be used as anchor text instead of the targeted keyword ‘performance marketing platforms.’ ### Long-tail By contrast, long-tail anchor texts are specific, multi-word phrases. Instead of using broad, generic keywords, they incorporate longer, more conversational queries that your target audience is interested in — for example, instead of ‘best performance marketing platforms,’ the long-tail anchor text would be ‘best performance marketing platform for small businesses in the USA with CRM integration.’ ## Internal Links and Anchor Texts Once users arrive at your website, you don’t want to send them to outside resources and materials. Instead, you want to keep them moving through your website. Internal links from anchor texts help guide users to other pages of your website. “Internal links are fundamental to website structure, user experience, and search engine optimization,” says Del Core. Internal links contribute to your overall website architecture in a few ways. You can link your pages via anchor texts, based on logical and intuitive structure or hierarchy to help users find what they need on your site. You can also link pages to help search engines understand and properly index your website’s pages. “Since Google uses web crawlers (also known as spiders or bots), which follow links from one page to another to detect, index, and rank the pages on the World-Wide Web, internal links help search engines find, index, and understand the pages of your website,” says Del Core. “Orphan pages, for example, are pages which are not linked from any other source — internal or external URLs or sitemap — and have close to no chance of being found and therefore indexed on search engine results pages (SERPs).” ## Anchor Text Best Practices ### Balance Internal and External Links Finding the right mix of internal and external links is a delicate balance. “Closely tied with site architecture and user experience, internal linking through anchor texts helps optimize your website to rank for the terms that contribute to your bottom line,” says Del Core. “Since the anchor text gives the search engine an indication of what information the landing page delivers, strategic internal linking can help search engines understand the topical configuration of your website, i.e. what your business specializes in. Together with high-quality content, this supports rankings for keywords which translate into qualified leads.” “Conversely, external links can affect the SEO rankings of your page, depending on the pagerank of the linking page and the anchor text it uses to link to your page,” Del Core adds. “Usually, this comes as an aggregated result of multiple pages linking to your page in this fashion. However, it’s possible that a high-quality, relevant external link will boost a page's ranking, and vice-versa.” ### Keep User Experience Top of Mind Anchor text also helps create a better user experience for those searching. “By clicking on relevant, clear, and concise anchor text, users know where they are navigating to and can get to relevant pages with ease,” says Del Core. To ensure good user experience, balance different types of anchor texts and don’t over-focus on certain types for the sake of SEO. Instead, make sure user-friendliness is the top priority of each decision. ### Diversify Types of Anchor Text “Best practices include having natural, concise, diverse, and visible anchor text that links to a landing page. Anchor text distribution includes a mix of all types of anchor text types,” says Del Core. A quick audit of recent content might show you that you’re leaning too heavily on one type of anchor text over others. ## How to Find Anchor Text Issues ### Study the Competition If your content isn’t performing as well as you want, study and mimic your competitors’ anchor distribution, at least for internal linking, Del Core recommends. ### Use a Technology Tool If you aren’t sure where to start, you can use a diagnostic or problem-solving tool to identify where your anchor text issues are impeding your SEO success. That said, a longer-term strategy for finding and fixing SEO problems, including anchor text, will be more successful. “Third-party tools like Ahrefs, Semrush, and Screaming Frog can run a crawl and let you export in bulk all of your internal links, including anchor text and landing page,” says Del Core. “It's important to see the extent to which your backlinks (external links) are healthy, as opposed to spammy, and ensure you have a healthy anchor text distribution.” ### Hire Help Using an SEO writer or editor to go through past copy and update anchor text can help improve your SEO. Ask them to find places where text is too generic, and locate broken and outdated links. Make sure you aren’t using too many generic anchor texts, like “click here.” You can also train writers and editors moving forward on the best practices of creating new anchor text. ## How to Fix Anchor Text Issues The same tools and experts that identify the issues can often fix them as well, though sometimes you need more expertise. “Third-party tools such as Semrush, Ahrefs, and Screaming Frog will crawl your site/subfolder/subdomain and report back all internal link issues,” says Del Core, but adds that a webmaster or SEO expert will need to manually correct them. “Sometimes, with the help of your web developer (using find-replace functions or scripts), certain common patterns can be fixed in bulk. However, from my experience, an SEO audit on a website that has been overlooked is a manual endeavor and requires careful and meticulous work to improve your performance on search engines.” ### Don’t Use the Same Keyword on Multiple Links Unnatural and spammy use of anchor texts and using the same keyword on multiple links will most likely devalue your links, says Del Core. If you continue to use bad practices, your site could even face a penalty. Manipulating backlinks and keyword-stuffing constitute anchor-text spam, and can hurt your SEO strategy in the long run. ### Skip the Black Hat SEO It can be tempting to try to play the system by using “black hat SEO,” in which you buy backlinks, keyword-stuff, use clickbait, or sometimes even present different versions of text to readers than to the algorithm. Recovering from a black hat SEO penalty isn’t easy, though. “These are important patterns to monitor and detect since they can cause penalties, devaluation of links, and poor user experience,” says Del Core, who recommends avoiding those strategies altogether. ### Build Genuine Authority and Trust In addition to the content itself, external links are still known to be the one of the most important ranking signals for pages. “You want your links to be valued for your rankings, and for the search engine and users to see you as a trusted expert and authority figure in your line of business, for optimal results,” says Del Core. Del Core adds that backlinks are important since they represent “endorsements” or “votes” as to how valuable your page is. “From a search engine's perspective, the more positive votes you have, the higher the ranking correlation,” she says. “From a user perspective, the more the traffic coming to your page sees content that’s relevant and high quality, the more likely these users can turn into qualified leads.” ### No-follow External Links Because no-follow external links instruct search engines not to crawl a web page, you may wonder what role they play, but they can be an effective way to link to another site without passing on any link authority. First, determine if you trust the destination: For example, bypass external links that are flagged because they’re a user comment or sponsored content. An SEO expert can make this decision one link at a time, or you can flag and change them in bulk with a tech tool. As you identify the above problems, follow a logical linking architecture. “Through the right anchor text, users can easily navigate to information they are seeking and know what to expect when they click on your anchor text,” says Del Core. “In addition, site architecture will distribute authority around your website via Google’s link analysis algorithm PageRank, which flows to pages and helps improve rankings on search engines.” ## Key Takeaways Anchor text is an important SEO practice used to build more visibility and trust, and to rank better on Google searches. There are multiple different types to explore, and with a little time and the right tools, you can identify any current issues with your anchor text, and resolve them for better SEO results. ## Frequently Asked Questions (FAQs) ### How do you check your backlink profile? To improve your own site’s SEO, it can help to check your backlink profile, which will tell you who else on the internet is linking to your site, what anchor text they are using to do so, and how high (or low) quality those links are. You can do this for free with Google Search Console using the “links” button, or you can use various checkers from the technology tools for SEO mentioned above, including Ahrefs, Semrush, and others. ### What is rich anchor text? Rich anchor text, as opposed to generic anchor text, is text that incorporates relevant, descriptive keywords that accurately reflect the destination page it links to. It’s important since it builds topical authority, indicating to the search engine who you are and what you are trusted for as a business; distributes PageRank in a more targeted way, promoting your link equity; provides context, which is crucial for users as it helps them navigate intuitively and ensures good user experience; and makes it easier for crawlers to navigate and understand the relationship between the different pages on your website, which helps indexing and, ultimately, rankings. ### What is anchor text spam? “Anchor text spam is the manipulative use of anchor text in backlinks and internal links to boost rankings for specific keywords,” says Del Core. “This happens through excessive or irrelevant use of what we used to call ‘money-making’ keywords — basically, exact match keywords which translate into money — keyword-stuffing, or high and repetitive amounts of the same generic keyword from external sites, usually spammy, low-quality sites.” --- ### Customer Acquisition: Funnel, Channels, Strategy URL: https://www.taboola.com/marketing-hub/customer-acquisition/ Last Modified: 2025-08-21 14:18:51 Getting a good grasp on customer acquisition is important, whether you’re running an established business or managing brand new marketing and advertising campaigns. In this article, I'll break down what customer acquisition is, the best channels to optimize the acquisition, how to measure its success, and best practices to increase conversion. ## What Is Customer Acquisition? In the simplest terms, customer acquisition is the process of getting new customers to buy your product or use your service. It includes everything involved in convincing prospects to make that leap from being interested onlookers to actual paying customers. It’s not just about making that initial sale, though — it’s about creating a relationship through top-of-funnel and bottom-of-funnel practices that can lead to those customers coming back again and again. ## What Is Customer Acquisition vs. Marketing? Marketing and customer acquisition are not the same, even if they’re integrated pretty closely. Marketing is the broader umbrella that includes all kinds of strategies to promote a business — think advertising, content creation, and social media buzz. Customer acquisition, on the other hand, is laser-focused on just gaining new customers. It’s a targeted mission within the marketing universe. You can think of marketing as the whole party, and customer acquisition as the dance floor where the magic happens. ## The Customer Acquisition Funnel Now, let’s talk about the customer acquisition funnel. This tool helps visualize and understand the journey potential customers go through, from first hearing about you to becoming a loyal fan. Here’s how it breaks down: ### Awareness This is where people first learn about your brand. They see your ads, read your blog posts, or hear about you through word-of-mouth. We call this stage "top-of-funnel" (or TOFU for short), as it's where you initially attract a wide range of potential customers to your business. This first phase of the customer journey has the primary objective of raising awareness, establishing trust, and generating leads. ### Interest Once your future customer has heard about you, they might get intrigued and look for more info, like reading articles on your website, watching review videos of your product on YouTube, or checking out your social media. ### Consideration At this point, customers are evaluating their options, comparing your offerings with competitors to find the best value. This is the middle-to-bottom-of-funnel stage, where your company aims to whittle down a wide pool of prospects into converting customers. In this stage, you might present case studies and testimonials to highlight real-life successes, offer product demonstrations and free trials for the customer to experience your product firsthand, provide detailed information, or present a limited-time discount to create urgency. Together, these elements effectively engage and convert leads heading toward the final stages of the buying journey. ### Conversion This is the moment! The conversion stage in customer acquisition is when potential leads turn into paying customers by taking specific actions, such as making a purchase, subscribing to a service, or booking an appointment. This phase emphasizes finalizing the sale and providing a seamless, positive transaction experience. ### Retention Post-purchase, the goal is to keep customers happy so they return for more and spread the word with others. This might involve good customer service, following up with your customer, and registering them in loyalty programs. ### Why Each Stage Matters Each part of the funnel is significant, and depending on where potential customers are in their decision-making process, you can adjust your strategies. For example, if they’re stuck in the interest phase, you might want to produce engaging content that answers their burning questions. By understanding the stages of this funnel, you can create targeted strategies to help effectively guide potential customers toward conversion. ## Digital Acquisition Channels Today's digital landscape has a smorgasbord of channels to help with customer acquisition, from social media and email to how-to vids. The most effective channels will depend on your target market, resources, and overall strategy. ### Social Media Places like Facebook, Instagram, YouTube, and TikTok are goldmines for connection. Create eye-catching posts, run ads, and collaborate with influencers to get the word out. Social media also creates brand awareness and deepens the connection with your current audience. ### Search Engine Marketing (SEM) Getting your business in front of potential customers when they search online is a biggie. Investing in pay-per-click (PPC) ads can put you at the top of search results, making it easier for customers to find you. ### Content Marketing Content marketing is all about creating and sharing helpful, relevant, and consistent content to grab the attention of a specific audience and keep them engaged. By providing informative and entertaining content, businesses can build trust and establish authority in their industry. Create valuable content that answers questions and provides solutions for your target audience. Think blogs, videos, or even how-to guides. It not only attracts attention but also builds trust in your brand. ### Organic Search/SEO The goal of search engine optimization (SEO) is to position your content at the top of the search results to grab attention. To effectively use organic search, you need to invest in SEO, correctly identifying and utilizing appropriate keywords and following on-page and off-page SEO best practices to help your content rank higher. Tools like Semrush and Ahrefs can help you optimize your content. ### Email Marketing Don’t underestimate the power of a well-crafted email. Building an email list makes it easier to convert leads into customers, and email marketing is still a highly effective way to engage with customers and promote valuable content, product updates, discounts, and events. Whether sending a birthday greeting or a special promotion, email creates a direct connection to their inbox, cutting through the noise of social media and search engines. Grow your list with an enticing freebie or discount, and send tailored messages to reconnect with prospects and nudge them toward conversion. ## How to Develop a Customer Acquisition Strategy ### Understand Your Target Audience The initial step is to define your ideal customer clearly. Consider their interests and the specific challenges they are seeking to address. Developing detailed buyer personas can significantly enhance the precision of your messaging. ### Select Appropriate Channels It’s essential to determine which digital channels are frequented by your target audience. Whether it’s Instagram, email, or TikTok, focusing on the right platforms will optimize your outreach and engagement efforts. ### Establish Clear Objectives Define what constitutes success for your organization. Your goals may include increasing website traffic by a specific percentage, or acquiring a predetermined number of new customers each month. Establishing measurable objectives will maintain your focus and direction. ### Engage in Continuous Testing and Refinement Ongoing testing is vital in developing an effective strategy. Experiment with various approaches and monitor performance closely. Studying your analytics will provide insights into which strategies are effective and which require modification, allowing for continuous improvement. ## How Do You Measure Customer Acquisition (Key Metrics)? Here are a few key metrics you’ll want to keep a close eye on: - Conversion rate: This tells you how many of your prospects actually turn into customers. Simple, but essential! - Customer acquisition cost (CAC): This is what you’re spending to acquire each new customer. - Return on investment (ROI): Look at how much revenue you're bringing in against what you’re spending on customer acquisition efforts. ## How to Calculate Customer Acquisition Cost (CAC) Calculating CAC is pretty straightforward: - Total Costs: Add up all your marketing and sales expenses over a given period (think advertising, salaries, software tools, etc.). - New Customers: Now divide those costs by the number of new customers you got in that same timeframe. For example, if you spent $10,000 and acquired 100 new customers, that means your CAC is $100. This helps you evaluate how efficiently you’re bringing in new business. ## Key Takeaways Customer acquisition is crucial for growing your business and gaining a competitive edge. By understanding the customer acquisition funnel, effective digital channels, and creating a solid strategy, you can successfully attract and retain customers. Don’t forget to measure your efforts and keep refining your approach for the best results. ## Frequently Asked Questions (FAQs) ### How does customer acquisition differ from customer retention? Customer acquisition is all about getting new customers, while customer retention is focused on keeping those existing customers happy and coming back for more. Both are important, but require different marketing strategies to meet the customer where they're at. ### What are the best customer acquisition strategies for startups? Startups can shine by using low-cost strategies like social media outreach, content marketing, and partnerships with other businesses. Building an email list early can also be a game-changer, so create an enticing freebie that requires email registration. ### Which channels drive the best customer acquisition results? Test out different channels to see what works best for you, as each industry has different acquisition channel strengths and weaknesses. Many businesses find success on social media, through SEO, and by using email marketing. ### What are the best tools for optimizing customer acquisition funnels? There are tons of helpful tools out there. Performance advertising platforms like Realize are especially helpful for optimizing the consideration and conversion stages of your customer acquisition journey, while Google Analytics will help you acquire and analyze the data from your web pages and content funnels, and Hootsuite can help you monitor your social media performance so you can adjust your strategies as needed. --- ### Top Fintech Marketing Trends to Watch in 2026 URL: https://www.taboola.com/marketing-hub/fintech-marketing-trends/ Last Modified: 2026-03-16 11:52:44 Fintech continues to grow more competitive in 2026, with fintech marketers navigating a more complex environment shaped by rising customer acquisition costs, stricter privacy expectations, and increasingly selective consumers. To stay in the game, fintech brands are rethinking their playbooks, moving away from broad, full-funnel approaches and focusing instead on relevance, trust, and measurable performance across every touchpoint. Below, I’ll run down the top five marketing trends shaping fintech marketing in 2026. What’s changed in our 2026 update: - All entries include updated and current information and advice. - All stats and figures updated with new and current information. - Information on how AI is impacting fintech marketing updated in FAQs. - New Fintech graph (benefits from AI for loyal consumers). ## Trend 1: Building Trust and Credibility in Fintech Marketing Fintech is more than software — you’re dealing with people’s money. That reality is even more pronounced in 2026, as consumers grow more cautious amid increased fraud, AI-driven scams, and heightened regulatory scrutiny. As a result, marketing today is all about building trust with the consumers interacting with your brand. Whether you’re offering advice or asking customers to provide payment details to use your platform, it’s important to lead with transparency, security, and complete respect for privacy. Here are some key statistics relating to consumer trust: - 74% of consumers say they trust their financial provider to protect them from fraud and security risks. - 84% of consumers expect proactive fraud alerts from their lenders. - Global money laundering is estimated to cost about $5.5 trillion per year, representing roughly 5% of worldwide gross domestic product. Clear communication is the first step. Financial topics can be complex for many, whether it’s cryptocurrency investments or finding the best annual percentage rate (APR) on a credit card. Simplifying those concepts with easy-to-read language can provide a solid foundation, while visual trust indicators like badges and certification logos can help reassure new customers that their information is safe with you. Many fintech marketers already incorporate testimonials and user reviews as social proof, but in 2026, brands are expanding beyond surface-level endorsements. By adding influencer quotes, expert endorsements, and success stories to your strategy, you can make your brand messaging even more persuasive. Remember, too, that compliance is always part of the conversation in a heavily regulated industry like fintech. It’s important that your marketing team bake compliance into your brand messaging to demonstrate that you’re a trustworthy brand. ## Trend 2: Personalization and Customer-Centricity in Fintech Marketing Generic marketing messages won’t suffice with today’s savvy customers, who have grown used to personalized messaging that speaks to their interests today, not a few months ago. Here are a few statistics demonstrating the power of personalization: - Recent data shows that consumers still highly value personalized experiences, but they’re increasingly selective about how their data is used. - 82% of customers are willing to share personal data in exchange for personalized experiences. - Willingness to share data declines with more sensitive data. Source : PWC With this in mind, how do you personalize your messaging for customers across all devices, platforms, and moments in the customer journey? Today’s successful personalization strategies include: - Segmented targeting based on factors like user behavior, financial goals, and demographics. For example, you’d likely target retirees differently than you’d target a recent college graduate. - Creatives that are unique to each channel. You might create unique images and messaging for email, app, social, and search. - Predictive analytics that suggest products to a user based on that user’s unique interests. - Behavioral retargeting that presents compelling display ads to users based on prior interactions with your brand, going beyond demographics and other traditional targeting criteria. Some marketers are shifting to innovative solutions that are built for performance, not just awareness. These tools can be the antidote to issues like soaring costs and creative fatigue, both of which are negatively impacting campaign effectiveness. Look for tools that offer cross-channel optimization, dynamic creative testing, and precision targeting. In short, fintech marketers in 2026 are focusing on building long-term relationships with customers, rather than chasing clicks. ## Trend 3: The Rise of Mobile-First and App-Based Fintech Marketing More than ever, consumers are picking up their mobile devices when they need to manage their finances. In fact, the global personal finance app market is expected to grow by 18.2% by 2033. Source: Market.us Here are some other notable stats related to mobile app use: - By 2027, global app payments are expected to top $1 trillion, driven by both consumer adoption and retailer integration. - In 2026, global mobile app downloads are expected to reach 299 billion. - 54% of bank customers say they use mobile apps on their phones for managing their bank accounts. Banking is only the beginning, though. From investing to paying rent, consumers are gravitating toward mobile. Not only does it make it easy to manage finances on the go, but for younger demographics, mobile is the primary gateway for everything from making purchases to researching products. In 2026, this shift has made mobile optimization a requirement. That said, a mobile-first approach means more than just responsive design: You’ll also need to optimize the app experience from start to finish, ensuring that each step of the customer journey is user-friendly. To satisfy consumer demand, innovative fintech marketers are currently investing in: - App store optimization: For fintech marketers, visibility means ensuring your app is optimized for all relevant app stores. Descriptions should also be optimized to ensure the app gets in front of the right users. - Push notifications: Once an app is installed, it can easily be forgotten. Push notifications can keep users engaged, but it’s essential to deliver timely, relevant messages without annoying your audience. - In-app messaging: Personalized nudges like, “Don’t forget to track your expenses” and, “You’re halfway to your savings goal” can provide the individual coaching many fintech customers seek. - Mobile-specific creatives: Are your images and videos optimized for mobile? Make sure you’re also creating interactive content that engages your customers. Once your mobile app is optimized, it’s time to get the word out about it. In this area, fintech marketers are looking at a variety of approaches. Mobile app SOCIOPAL, for instance, increased downloads by 30% after creating a few relevant blog posts for the app’s target audience, which included a strong call to action with a free download, then distributing them across premium publisher networks. ## Trend 4: Leveraging Content Marketing and Financial Literacy in Fintech The complicated nature of financial topics can serve as a roadblock for the average consumer. That’s why educational content will always convert well. In 2026, fintech marketers are focusing on content that builds confidence and reduces friction throughout the customer journey. The key is to not only educate, but boost a customer’s confidence in your brand. Here are some examples of standout content you can add to your marketing strategy in 2026: - Explainers on APRs, budgeting, and investment basics. - Interactive tools like retirement calculators or credit score simulators. - Search engine-optimized blog posts answering specific financial questions. - Video tutorials embedded within onboarding sequences. Thought leaders can also give your brand a boost. Chances are, members of your team have specialized expertise on various topics, so have them create blog posts or videos educating consumers on niche financial subjects. Consider the following: - Financial knowledge has remained consistently low over the past decade, with average correct scores on standardized financial literacy questions hovering around 50%. - Younger generations, particularly Gen Z, often score lower than older generations in objective financial literacy measures. - Most U.S. adults believe teaching financial literacy in schools could improve quality of life for younger generations. The key is to position your educational content as informational, not sales-y. This trust-first approach is especially crucial in 2026, as consumers grow more skeptical of overly promotional messaging. By doing that, consumers will see your brand as a partner, not a company trying to sell services. This approach attracts users who will become long-time brand loyalists rather than clicking, making a purchase, and moving on to another platform. ## Trend 5: The Strategic Use of Social Media and Influencer Marketing in Fintech Financial marketers always need to keep an eye on compliance when posting on social media, but while that might once have held marketers back, in 2026, social platforms remain a powerful discovery channel, though they’re rarely the final conversion point. Platforms like Instagram and YouTube continue to play a role in reaching today’s consumers. Here are some thought-provoking statistics regarding social media and influencer marketing in the finance sector: - Brands can earn about $5.78 for every dollar spent on influencer marketing, with top campaigns delivering much higher returns. - Influencer marketing can achieve up to 11x the return on investment (ROI) of banner ads and other static digital placements. - 61% of consumers trust influencer recommendations over traditional ads. - A majority of customers trust influencer recommendations more than a brand’s own social channels. Top social media approaches in 2026 include: - Short-form video content: Fintech marketers are using video to break down complicated financial topics like compound interest and investing. You can also create videos offering personal finance hacks such as paying off student loans or saving for retirement. - Real-time brand engagement: Finance routinely makes the news. Responding to the headlines or industry trends can help you reach users who are following those hashtags. - Authentic influencer partnerships: Collaborating with personal finance creators with solid followings can help get your brand in front of consumers. However, it’s important to ensure those partnerships are authentic, and that the creator uses the product and provides an honest review. - Data-backed performance tracking: In 2026, focus has shifted away from tracking impressions and clicks. Instead, fintech marketers are paying attention to app installs, conversions, and customer retention. Frustrated with diminishing returns from their social media efforts, most marketers are testing out other formats. For many marketers, this often means supplementing social with performance-focused channels across the open web. ## Key Takeaways The fintech space in 2026 is both fast-moving and competitive, but top marketers are rising to the challenge. Building trust and informing customers is still a top priority, but marketers are finding that personalization is necessary to grab attention. As consumers continue to prioritize mobile device use, apps are no longer nice-to-have products: They’ve become a crucial part of a fintech marketer’s strategies. Social media is still important, but content like short-form videos and influencer-led messaging dominates. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for fintech in 2026? Search and social are still staples of most fintech marketing strategies, but multitouch strategies lead the way in 2026. It’s important to follow consumers throughout their buying journey using tools like influencer partnerships and performance-focused ad networks that take advantage of the open web. ### How can fintech companies acquire and retain customers cost-effectively? It starts with winning over a new customer, and that takes precision targeting and mobile-first marketing campaigns. From there, educational onboarding can help build trust and boost customer retention. Fintech marketers who invest in lifecycle marketing can reduce churn, so it’s important to have marketing strategies for each stage of the customer journey. ### What are some successful examples of fintech digital marketing campaigns? AIG Israel was aware of the challenges it faced in educating users about mortgage insurance, so they leaned into video to help drive conversions. As a result, they saw a 50% uplift in purchase intent in the first 30 days. ### How is AI impacting the fintech marketing landscape? AI’s impact is being felt in almost every stage of marketing, from creative testing and dynamic ad placement to churn prediction and customer support. In 2026, fintech marketers are also prioritizing transparency in AI-driven decisions. ### What are the key metrics for measuring success in fintech digital marketing? Launching a marketing campaign is only the beginning. Fintech marketers need to keep an eye on results to better inform future efforts. Some key performance indicators to watch in 2026 are: - Cost per acquisition. - Customer lifetime value. - Conversion rate. - Cost per app install. - Engagement-to-conversion ratio. - Return on ad spend. - Loan approval rates. - Churn rate. --- ### Qualified Leads: Definition, Frameworks, Optimization Process URL: https://www.taboola.com/marketing-hub/qualified-lead/ Last Modified: 2026-03-19 13:24:11 While some leads turn out to be your ideal customer, not every lead is right for your product or service. To determine which leads have the most potential, you need to learn about qualifying leads. A qualified lead is one that is most likely to convert, demanding more attention and resources than other leads. ## What Is a Qualified Lead? Qualified leads are those individuals who are most likely to convert. The average cost of a lead varies by industry, but based on a recent survey from FirstPageSage, it can be anywhere from $91 (e-commerce) to $982 (higher education). Either way, when you multiply that by thousands of leads, it adds up fast, and it can be hard to know where to spend the money most effectively. Qualifying a lead ranks them by likelihood of conversion, letting you know where to focus your efforts. ## Difference Between a Lead and a Qualified Lead A lead is someone who has engaged with your product or service offer through a touchpoint, therefore showing some interest in your company. A qualified lead is one you’ve vetted further and determined is likely a true fit for what you’re offering. Think of it like a customer shopping for fruit at the grocery — they’ve not just looked at the apple, they’ve picked it up and inspected it to determine it’s ripe. ## Common Types of Qualified Leads ### Marketing Qualified Lead (MQL) - Top of funnel. - Aware of product but hasn’t taken the next step. - May have downloaded an e-book or attended a webinar. ### Sales Accepted Lead (SAL) - Still considered top of the funnel. - Has potential to be a qualified lead based on certain definitions, such as budget, location, need. - Sales team may be able to move the SAL to an SQL. ### Sales Qualified Lead (SQL) - Intent has been made. - May have asked for a demo or quote. - Further along in the sales funnel. ## What Is Lead Qualification? Lead qualification, also sometimes called lead scoring, is an analysis of a lead to determine how much potential they have to become a buyer, and also how well the product or service matches their needs. This process involves multiple considerations, including: - Does it match the need they think they have? - Does it match the need they actually have? - Is it within their budget (or, in B2B cases, do they have the power to make decisions over budget-related decisions on their team)? - Are they just considering their options, or very close to making a decision after comparing multiple options? By lead scoring, then focusing resources on those qualified leads, you will enjoy higher conversion rates and shorter sales cycles. ## The Importance of Lead Qualification Lead qualification is a critical aspect in determining where to allocate time and resources as part of a comprehensive marketing and sales strategy. Guessing which leads will convert is a waste of time and money, and will result in a more difficult and expensive process, with lower conversion rates and longer cycles. ### Loyal Customers If you vet potential customers thoroughly up front, you can identify those who may be long-term and returning customers. ### Shorter Sales Cycles Reap the benefits of shorter sales cycles with more targeted resource allocation as you get better at lead qualification. ### Organization You can target specific customers and use lead scoring to determine which leads are best for specific offers, further breaking down your lead scoring as needed. ## Lead Qualifying Frameworks ### GPCTPBA/C&I Goals, Plans, Challenges, Triggers, Barriers, and Actions/Context and Insights A marketer’s main goal is to truly understand customer behavior. This model has the customer journey and their choices along the way at heart, through identifying and understanding these key aspects. Goals: What are your leads’ main goals? What do they want to accomplish? What specific needs are they looking to fulfill with your product? Plans: What plans do your leads have to reach those goals? This might include a combination of hiring experts and purchasing tools or products, or metrics and data measurement over time to determine progress. Challenges: What issues, concerns, or obstacles might your lead face in achieving their goals, whether they predict having these issues, or if you’re the one suspecting they might arise? Triggers: What event prompted them to take action and investigate solutions? Barriers: What’s preventing them from simply buying now? Do they really have the funds and authority? Are there other hoops they need to jump through first? Actions: What are they doing along their customer journey? Are they downloading free resources, but hesitant to explore paid options? Context and Insights: This is a related framework that asks the marketing team to consider more deeply what the context is around the lead considering your product or service. What are their experiences in the past? How have their demographics, social interactions, background and training, and other aspects affected the decision? This leads to insights that can help you better tailor the customer’s journey. ### MEDDIC Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion Often seen as best for those selling to an enterprise business audience, MEDDIC uses data-driven decision making to help create strong deals. Metrics: What metrics can you share to demonstrate the financial or economical impact of the product or solution? Economic Buyer: Who is making the financial decisions at the lead’s company? Are you dealing with the decision maker directly? Decision Criteria: What metrics or rubrics are they using to determine if you and others are a fit? This can help you to position your own solution in an ideal light, demonstrating the necessary metrics to make the decision, phrased in a way that makes the most sense to their team. Decision Process: How long does decision making usually take? Identify Pain: What solution are you providing that solves their problem, and what happens if they don’t solve that problem? Champion: Who is a fan of your company, and will be a “champion” for your cause internally? Focus on that person. ### BANT Budget, Authority, Need, Timeline It’s a framework initially developed by IBM over 70 years ago, and for some, it still works best today. Others criticize its relevance and efficacy, pointing to newer and more helpful methods, but each marketing team needs to decide for themselves. Budget: Can they afford your product or service? Do they really have the budget for it? Authority: Is your contact the person who actually has decision-making power, or do they work with a team who does? Need: Do they need your product or service, or is it just an extra or “nice to have” that they’re considering? Time: What is their timeline, and how soon will they need what you have to offer? Are they shopping with intent to purchase soon, or on a longer timeline? ### CHAMP Challenges, Authority, Money, Prioritization If you’re really sick of hard selling tactics and want to get back to truly helping your leads meet their goals, you can consider CHAMP, a nickname for a four-step process in which hard selling takes a back burner to making sure the customers get the help they need. Challenges: What difficulty is the lead solving for? Authority: Who has the power to decide the solution? Money: What is the budget? Prioritization: How soon do they need to solve this problem, and how high/low priority is it in their business? ### FAINT Funds, Authority, Interest, Need, Timing Are you hoping to cultivate interest from very early stage buyers? This might be the most helpful framework for those who aren’t even shopping much yet, or are very early in the shopping process and just entering the funnel. Funds: Is there a budget in the near future that allows this shopper to consider engaging with your services? Authority: Does your contact have the ability and position within their company to make shopping and buying decisions? Interest: Has the potential lead engaged a little with the brand, and showing signs of interest in learning more? Need: Do they need the product or service you’re selling, and/or are you well-positioned to understand their need and communicate how you can help solve it? Timing: Will they be shopping at a leisurely pace, or are they working with an upcoming trigger event that makes it more pressing? ## A Step-by-Step Guide to Lead Qualification ### Revisit Your Ideal Customer Profile Align your lead qualification strategy with your existing buyer personas. These are detailed profiles of your best-fit customers: Think of them as a guide for spotting the kinds of leads most likely to convert. Use these profiles to set up a consistent scoring system that ranks prospects based on how well they align with your ideal audience. ### Build a Scoring Model That Reflects Real Value Once you know which customer attributes matter, assign point values to each. For instance, someone at a large company in your target audience who you’re positive has budget, purchasing authority, and leadership status over their project direction would hold much more weight than a junior marketing team member at a smaller company. Collaborate with your sales team to research and determine which data points should carry the most weight. Often, they’ve got firsthand knowledge of what makes a lead worth pursuing, and which aren’t worth as much of your time and money. ### Use Your Data You’ll gather data for lead scoring from a variety of sources: form submissions, site activity, email engagement, newsletter open rates, social media interactions, and more. These insights can help you identify not just who the lead is, but how they’re behaving. Maybe prospects who attend a certain webinar or download a particular guide are consistently closer to making a purchase. Next, set a threshold score that determines when a lead is ready to be handed off to sales, and keep adjusting it as you learn more. Tools like automated lead scoring software can help scale this process efficiently, making it easier for marketing and sales teams to focus on the leads most likely to convert. Lead generation software can help you use this data more efficiently and improve performance marketing at scale. ## How to Optimize the Lead Qualification Process ### Technology and Automation Use technology to automate as much as possible, to prevent wasting time manually qualifying leads. Use AI tools to educate the system on who your ideal customer is, then let it do the work going forward. Lead qualifying and generation software can also help match ideal customers to your preferred customer profile, and track how well they’re engaging with your content. You can also ensure your lead capturing strategies and initial interactions gather the correct information to quickly and accurately qualify leads through your tech tool. ### Get Ready for Meaningful Smarketing What happens when your sales and marketing team actually collaborate efficiently? Quite a bit! Smarketing involves the two departments working together, sharing data, helping each other with content creation, and making both jobs easier to ensure lead generation and qualification are going well. ### Access to First-Party Data First party data will clue you into real customer behavior, such as what they’re searching or downloading, allowing you to better customize the customer journey to their needs and actions. Lead qualification is much easier with this data, as you can teach your technology tools to watch for specific types of searches, downloads, and other high interest data to help push a lead over the qualifying threshold, and ensure they move to the next step of the funnel. ## Key Takeaways A qualified lead is one that has been vetted for their potential to convert, ensuring that they’re a great candidate for your company’s product or services. Creating and automating a lead scoring system and staying in frequent communication with the sales team can help marketing experts optimize this process. Streamlining the lead qualification process can lead to quicker converting leads and more loyal, long-term customers. ## Frequently Asked Questions (FAQs) ### What is the role of an MQL in the lead generation process? An MQL is a “marketing qualified lead,” meaning they've passed through your scoring system and have been qualified as an optimal lead with high potential of converting. The role of MQLs in lead generation is to help sales and marketing teams identify who to focus on, rather than spreading resources too thin, such as on unqualified leads that have a lower chance of converting. ### How do marketing teams hand off MQLs to sales to become SQLs? Once a qualified lead is ready to purchase, they hand the lead off to the sales team, and they become a Sales Qualified Lead, or SQL. Once they’ve accepted them into their section of the CRM or other marketing platform, the rest of the sales process can move forward to complete the deal. ### What is lead scoring? Lead scoring is assigning a numerical value to a lead, based on multiple features and data points that communicate how high of a priority they should be. Marketing companies can score leads based on the size of a company, industry, budget, timeline, and other factors, and set a threshold for what would officially qualify a lead. ### Intent vs. identity-based targeting: How does it affect qualification of leads? Intent-based means a lead is qualified based on their intent to buy, including them signalling they are close to being ready, e.g., they might have downloaded a price sheet or set up a call. Identity-based targeting is lead generation and qualification based on who someone is, such as their position in a prominent company that would make them an ideal client, rather than based on their behavior. --- ### Featured Snippets: Boost SEO and Win Position Zero URL: https://www.taboola.com/marketing-hub/featured-snippet/ Last Modified: 2026-06-22 08:37:40 When you type a question into Google and get a brief answer at the top, you’ve encountered Google’s “featured snippet.” This content block aims to answer a user’s question quickly and efficiently, pulling information from a webpage. How do you ensure Google includes your information in its featured snippet, though? This guide will help you sort out how featured snippets work and how you can take advantage of the visibility they bring. ## What Is a Featured Snippet? Also known as “position zero” to advertisers, featured snippets are the ideal place to be in search. Google extracts them from a website and features them prominently at the top of a search results page. It can be a block of text, list, table, or even a video, depending on the search query it’s answering. “I like to think of featured snippets as premium real estate on the search engine results page (SERP),” says Brianna Strouse, SEO manager at LevLane Advertising. “These SERP elements are a hot commodity in the search engine landscape, and acquiring them should definitely be a part of your SEO strategy.” ## Importance for SEO A featured snippet can take your visibility to the next level, especially for mobile and voice search, where users may only get the top result. That visibility can bring the following benefits: - Increased click-through rate (CTR): Featured snippets can quickly answer a question, but they often entice users to click over for more. Even if your website appears in the first organic position, the snippet can further increase visibility. - Improved authority: If Google selects your content for a featured snippet, that means the algorithms see your content as authoritative and relevant, and that can be good for your overall search performance. - Voice search dominance: Smart devices like Google Assistant will typically read the featured snippet in response to spoken search queries. This puts you ahead of competitors in an environment that’s increasingly shifting toward voice. ## How to Optimize for Featured Snippets ### 1. Target Question-Based Keywords Instead of optimizing for keyphrases, move toward a strategy that answers questions. Look for popular, relevant search queries that begin with “what,” “how,” “why” or “who.” Innovative tools that use artificial intelligence (AI) to predict search queries can help you come up with the right type of content. These tools are built on extensive engagement data and can pinpoint the exact phrasing you need. ### 2. Use Clear and Concise Answers Google’s featured snippets typically range from 40 to 60 words, which highlights the importance of being concise. Make sure your content answers the question quickly but thoroughly so that the algorithms will spot it and extract it. ### 3. Apply Structured Headers Big blocks of texts don’t appeal to the algorithms. Use H2s and H3s to break content into logical segments. The algorithms scan content for this type of structure. As a bonus, this hierarchy also makes it easier to, say, repurpose your content into carousel ads. ### 4. Create Lists and Tables Google’s algorithms tend to favor how-to lists and product comparisons when choosing content for snippets. To make it clear that’s what you’re offering, use bullet points and tables in your content rather than relying solely on paragraphs. ## Types of Featured Snippets and How to Win Them ### Paragraph Snippets These snippets answer queries using a few concise sentences. To boost your odds of winning the featured snippet, make the subheading a question, then follow it with a short answer. ### List Snippets If your content is a listicle (i.e. “5 Simple Ways to Clean Your Washer”), it’s important to use bullet points or numbers under a clearly labeled header. These snippets tend to come from step-by-step guides or rankings. ### Table Snippets Consumers often compare multiple products, and table snippets can be a quick way to get that information. Tables give users a quick way to compare prices, features, and statistics, making them ideal for featured snippet status. ### Video Snippets Since Google owns YouTube, it’s no surprise Google often displays YouTube videos answering a query. The best way to shoot for a featured snippet with your video is to optimize the video title, description, and timestamps. Tools with social import functionality can help you repurpose your assets into snippet-ready content. ## Tools for Featured Snippet Optimization ### 1. Semrush Semrush has a featured snippet option inside its Position Tracking report that lets you track where your content is appearing. You can easily view which target keywords have featured snippets and see opportunities for future featured snippets. ### 2. Ahrefs Ahrefs offers a feature called Site Explorer that helps you identify which areas of your website have featured snippet potential. It looks at the formatting of the content, as well as its current ranking position. ### 3. Google Search Console You can use the Google Search Console to determine whether your content is already appearing as a featured snippet. The performance tab will also show keyword data and offer click-through insights. If you’re seeing high impressions but low click-through rates on a page, that page might be a candidate for a featured snippet. ### 4. Predictive Audience Tools Platforms with deep learning technology using historical performance data can accurately predict the content most likely to win snippets. Thanks to AI, these tools can be great for streamlining everything from content creation to landing page builds, making it easier for you to compete for featured snippet positioning. ## Key Takeaways Featured snippets appear at the top of a search results page, providing quick, direct answers to question-based search queries. Optimizing for featured snippets can bring more customers to your website, especially in an era where users are shifting toward voice and mobile search. Advanced tools that use AI technology can help predict, format, and deploy snippet-winning content. ## Frequently Asked Questions (FAQs) ### How do you get a featured snippet on Google? While you can’t control whether your content appears as a featured snippet, you can boost your chances by creating content that answers relevant search queries in a concise, structured format. “Google typically scans the first few ranking articles as its source for a featured snippet, so you'll need a webpage that is ranking at least in the top 10 (ideally top 5),” says CJ Miller, CEO at Dypto Crypto. “From there, snippets are selected based on their quality and how well they answer the specific query. Google wants something succinct and to the point, usually referencing the question within the answer itself.” ### What is the ideal length for a featured snippet? If your goal is to earn a featured snippet, aim for a word count of between 40 and 60 words. But, length isn’t as important as structure. “The ideal length is roughly 50 words for paragraph snippets, and for list-based snippets, aim for four to seven concise bullet points so that Google can display the entire list without truncation,” says Linda Orr, fractional CMO at Orr Consulting. ### Can you lose a featured snippet? The short answer to this question is yes. Google’s algorithms are constantly hard at work, ensuring the most useful content appears in that section. “If another page presents a more relevant, up-to-date, and well-organized response, it's possible to lose one's earned featured snippet,” says Brandon Schroth, founder at Reporter Outreach. “Google's algorithms perpetually evaluate the content used for snippets. This is why it's crucial to monitor featured snippets for highly relevant keywords and phrases and update your content accordingly, to improve your chances of your content being picked.” ### Why are featured snippets important for voice search? In an era of smartphones and smart speakers, consumers increasingly use voice assistants to get answers to everyday questions. Voice assistants often pull directly from featured snippets, giving featured brands a voice-search advantage. “Featured snippets are incredibly important for voice search because of how people talk to their phones and smart speakers,” says Alex Smith, manager and co-owner of Render3DQuick.com. “In voice search, there is no second-place finish. Either you are the snippet, or you are invisible. Getting into that position puts your content at the center of the conversation people are having with their devices, and that naturally pulls more visitors to your site.” ### What type of content is most likely to appear in a featured snippet? Concise, informative content that directly answers a question is a prime candidate for a featured snippet. The following content is most likely to qualify: - How-to guides. - Definitions. - Comparisons. - FAQs. “I always advise businesses, ‘Think about what a person actually wants to know, then tell them that without any unnecessary fluff,’” says Abigail Wright, marketing specialist and senior business advisor at ChamberofCommerce.org. ### How do you format lists and tables for featured snippets? To format lists and tables, you’ll need to know a little HTML. Google responds to well-structured posts, so make sure you use relevant headers to improve both crawlability and readability. "Use clean headers, short bullet points, and properly labeled tables,” says Jensen Savage, CEO of Savage Growth Partners. “Google loves structure it can easily understand." ### What is the "People Also Ask" box and how does it relate to featured snippets? You’ve probably noticed the “people also ask” box hanging out among search results. Content that ranks in people also ask (PAA) can also show up as featured snippets. That further expands the visibility you’ll get by formatting your content for featured snippet eligibility. “A tip to rank for this type of content is to have an optimized FAQ on your site with FAQ schema markup,” Strouse says. ### Do featured snippets increase website traffic? Featured snippets can drive traffic toward your website, particularly if they relate to high-volume keywords. Yes, they can answer the question directly, causing some users to never click over to your site, but more often than not, consumers will click over for a deeper dive. “For some questions, the snippet gives users everything they need, and they might not click,” says Rodrigo Cesar, CEO and founder at SSInvent. “But, for more complex answers, winning a featured snippet can dramatically boost click-through rates and drive highly qualified traffic to your site.” ### How do you track your featured snippet rankings? You’ll find a variety of tools for tracking featured snippet rankings. Some of the most popular are Semrush, Ahrefs, and Moz. If your chosen marketing platform allows, set alerts to monitor for changes. “I use a combination of tools to track featured snippets,” Cesar says. “Tools like Semrush, Ahrefs, and Moz can show whether you're ranking for a snippet. I also manually check critical keywords by searching them incognito to see how my pages appear visually on the results page.” ### What are some tools for featured snippet research? In addition to SEMrush, Ahrefs, and Moz, look for tools that aggregate user intent data, automate headline testing, and enable quick content deployment. Bonus points if you can find solutions that periodically refresh your creative and provide predictive targeting capabilities. --- ### Holiday Shopping Trends 2025: What Our Experts Predict for the Peak Season URL: https://www.taboola.com/marketing-hub/holiday-shopping-trends/ Last Modified: 2025-08-11 06:43:13 The holiday season is always the biggest moment for brands to capture demand. This means that in 2025, digital advertisers will be under a lot of pressure to deliver results in a marketing landscape that has become increasingly complex. Consumer expectations are evolving, and competition continues to increase along with advertising costs. To help you stay ahead during the peak shopping season, here, industry experts at Taboola have shared their informed predictions and strategies for this year’s holiday shopping trends. ## Follow These 10 Holiday Season Trends by Our Taboola Experts ### 1. Keep Testing Your Creative This holiday season, advertisers should resist the temptation to rely solely on what’s worked before. As Katia Gelfman, senior growth marketing manager at Taboola, explains, “A new year is a great opportunity to challenge your creative tactics, whether it's trying a new format that you didn't try before, or thinking about new ways to have a better understanding of your creative's results.” Successful campaigns are the result of constant iteration and a willingness to try new things. You can uncover winning combinations by testing new formats, such as user-generated content (UGC), motion graphics, or AI-generated visuals. That said, the creative testing process should go beyond just changing visuals. As Gelfman notes, “You can try to find the strength of your creative — is it a high CTR? High CVR? Then, think about how you combine these two strengths together, and iterate again. If a woman creative worked for you, try a man. If a specific hook worked for you, try it with a different angle. Remember, your customers are relying on your advertisements when they’re considering whether to buy your product/service or not, so remember to be innovative, and don't just stick with the ones that are already working. Maybe there's another creative iteration that could have worked even better!” In short, continuous experimentation could be the secret to discovering your next top performing ad. ### 2. Maintain Precise Tracking With increased competition and the shift toward AI-powered performance marketing, precise tracking of your campaigns has never been more critical, especially during the peak holiday season. “As the holiday shopping season approaches, brands face increased pressure to maximize performance across every touchpoint,” says Shani Zagron, an expert campaign manager at Taboola. “With Google’s shift toward first-party data and similar changes across platforms, precise and privacy-compliant tracking is now essential. Strong data infrastructure enables real-time optimization, accurate attribution, and smarter budget allocation — all critical for capturing demand during the most competitive retail period of the year.” As we head toward holiday season, then, now is the time to ensure your tools and processes are set up to provide you with a clear view of the factors driving results. This way, you can adjust your ad spend dynamically as consumer behavior shifts throughout the season. ### 3. Navigate Higher Digital Marketing Costs Not surprisingly, the holiday season brings increased competition, but there are ways to keep your costs manageable. Taboola’s demand generation director, Rima Sherman, says that, “Marketers need to think outside the box when it comes to campaign timing — success during the holiday season isn’t just about showing up, it’s about showing up early and strategically.” By ramping up campaigns in Q3, Sherman suggests, marketers can establish their brand voice, refine their messaging, and stay top-of-mind for consumers before peak shopping season begins. “This early momentum reduces acquisition costs and ensures brand familiarity when shoppers are ready to act. You can then also double down in Q5 to capture last-minute buyers and extend the season’s impact beyond the traditional peak.” Rather than relying on traditional channels, Sherman adds, try to think strategically about when and where you spend. “Diversifying channels and identifying new growth engines — whether it’s emerging platforms, new placements within existing ones, or untapped audience segments — can give your brand a competitive edge,” she says. “Early action, creative timing, and smart platform choices are key to winning the season.” ### 4. Consider Your Analytics Holiday marketing campaigns can’t succeed without clear, actionable insights at every stage of the funnel. As Yoav Shaham, data and measurement team lead at Taboola, puts it, “When it comes to reporting and analyzing your holiday campaign performance, the conventional wisdom is that if it's not measurable, it's not worth doing.” But, he insists, this doesn’t mean you should focus solely on bottom-of-the-funnel metrics, which are traditionally easier to track and more directly tied to business results. “Ideally, you should determine your most important KPIs across the entire funnel, top to bottom, and make sure to set the right goals for every phase.” By defining and measuring KPIs across the entire customer journey, from awareness right through to purchase, marketers can aim for sustainable growth, rather than just achieving quick wins. This broader perspective is critical for optimizing your campaigns throughout the funnel. ### 5. Be Flexible With Your Campaign Budget The days of fixed budgets per channel are over, especially during the holiday rush. “In 2025, the changing landscape of online marketing demands flexibility more than ever,” says Taboola’s growth marketing director, Eyal Shnaides. “It’s no longer just Google and Meta: Most advertisers now run campaigns on at least two or more additional platforms, like retail media, TikTok, programmatic, or content discovery platforms.” It’s a shift, Shnaides adds, that has created more competition and made both performance and cost less predictable. “The brands that succeed will be the ones that stay agile, constantly reallocating budgets based on real-time signals like performance trends, creative fatigue, and shifting demand. Fixed budgets by channel are becoming outdated. Flexibility is not just important — it’s essential for maximizing results during the peak season.” If you can adopt this flexible mindset, you’ll be much better positioned to make the most of the holiday season. ### 6. Focus On Content Personalization During the holidays, consumers are bombarded with an overwhelming number of ads, promotions, and competing offers, so generic messaging doesn’t cut it. You need to produce creatives that are not only relevant, but also highly personalized. “In 2025, successful brands will be ones that deliver custom experiences at every touchpoint,” says Maayan Leshem, director of creative shop and AI strategies at Taboola. “With AI-powered personalization, you can go way beyond adding someone’s first name to an email: You can serve content that feels custom-made for each shopper’s interests and behaviors.” You could, for example, use browsing and purchase history data to create gift guides tailored to each user. Let’s say a shopper recently browsed hiking gear and outdoor apparel: You might highlight a “Top Gifts for Adventurers” collection, featuring best-selling camping equipment, winter jackets, or hiking boots. These could be delivered in an ad or an email at the ideal moment. By adding urgency triggers, such as “limited stock” or “final day for free shipping,” you can also make the offer feel personal and timely. The goal is to make every interaction, whether it’s an ad, email, or a landing page, feel like it was made just for them. If you do it right, you’ll boost engagement and drive higher conversion rates throughout the peak shopping season. ### 7. Use Authentic-Feeling Design Great holiday ad creative needs to feel festive, authentic and engaging. “During the holiday season, people crave ads that feel real and timely, not overly staged or generic,” says Taboola creative strategist Tyler Sorensen. “Ads should display energy, with movement, organic footage, and a clear seasonal vibe, as it grabs attention and blends naturally into the content your audience is already consuming.” The numbers prove it: Holiday-themed creatives deliver a conversion rate 4.4x that of generic ones. This might include showing your product placed in a warm holiday setting, with a Christmas tree or flickering candles in the background. Perhaps it’s a gift basket displayed next to a cup of hot cocoa. You could even share a quick “holiday hack” using your product, e.g., you could film a 10-second clip of someone wrapping a scarf as a gift. ### 8. Prepare Omnichannel Strategies Shoppers expect to switch seamlessly between channels, so brands need to deliver a smooth, cohesive experience. Shaked Afek Lifshitz, senior marketing automation expert at Taboola, recommends “focusing on a seamless omnichannel strategy to stay ahead, starting by using AI-driven personalization to tailor content and offers across all customer touchpoints.” She adds that you have to ensure that the customer’s experience is smooth from discovery to conversion, whichever path it takes. Lifshitz also recommends incorporating live commerce experiences, such as livestream product demos, and following up with smart retargeting and personalized emails to keep audiences engaged throughout their journey. As the season heats up, Lifshitz advises setting up proactive tools like “live chat, AI bots, and self-service options” to minimize friction, since these tools can prevent bottlenecks, helping to maintain that smooth customer experience. ### 9. Practice Good Data Hygiene More holiday traffic means more potential revenue, but it can also have a down side, warns Taboola marketing automation expert, Igor Shwarts. “During the holiday shopping season, the surge in traffic might be a double-edged sword: While it brings more potential customers, it also attracts a flood of fake sign-ups, bots, and low-quality leads,” he says. “Left unchecked, these distort campaign performance, inflate costs, and send optimization models chasing the wrong signals.” To combat this, marketers need to focus on smart segmentation and real-time lead enrichment. “By detecting and filtering out gibberish inputs, disposable emails, and mismatched intent at the point of entry, advertisers can ensure their campaigns focus only on high-quality, purchase-ready users,” says Shwarts. “The result? Better ROAS, cleaner signals, and more effective algorithmic optimization.” In other words, don’t just go broad — go smarter this holiday season. Shwarts truly believes that “brands that prioritize data hygiene will be the ones converting intent into revenue.” ### 10. Let Data Guide Your Holiday Engagement Plan While you want to gear up for the holiday season, don’t forget about the testing you’ve been doing all year long. Per Einat Wishnevski, user engagement team lead at Taboola, “This is the time to leverage everything you've tested throughout the year and put those insights into action, to maximize impact during the busiest and most competitive period.” Wishnevski says that to do this effectively, you must answer the four core questions of engagement: - Who are your customers — new, existing, or casual? - When is the optimal time to reach them — early for consideration, or later, with FOMO-driven urgency? - Where do they prefer to be contacted — email, SMS, or in-app? - What is the right message? As Wishnevski puts it, this last question is “the ultimate variable. The message cannot be static: It must be personalized, evolve as the holidays approach, and be relentlessly validated through A/B testing, allowing you to analyze and optimize on the fly.” It’s essential to engage customers early, creating a sense of urgency closer to key shopping dates. Use your audience’s preferred channels and, as Wishnevski advises, never stop testing your messaging — always refine to keep engagement high throughout the season. Remember, a flexible, data-driven engagement plan is crucial if you want to convert customer interest into dollars and cents. ## Key Takeaways This holiday season, the most successful brands will be the ones that are flexible, data-driven, and willing to innovate. From creative testing and tracking to budget flexibility and omnichannel engagement, the strategies highlighted by our industry experts demonstrate the importance of adapting to the evolving landscape. By embracing these expert predictions, you can benefit from the massive opportunities that the holiday season brings. ## Frequently Asked Questions (FAQs) ### What is the trend in holiday spending? Is holiday shopping up or down? Not surprisingly, consumer spending tends to increase during the holiday season. According to a recent survey by Salsify , a product experience management platform, more than half of consumers (53%) plan to maintain their 2024 holiday spending level in 2025. Additionally, 22% of holiday shoppers plan to spend more money this year than they did last year. The National Retail Federation has forecasted retail sales growth in 2025 between 2.7% and 3.7% compared to 2024. While it remains to be seen how much shoppers will spend during the 2025 holiday season, these projections indicate solid spending numbers. ### What do people buy the most during the holidays? According to National Retail Federation data, gift cards were the most desired product on people’s wish lists for 2024, at 53%. Other popular holiday purchases include clothing and accessories, books and other media, and personal care items. --- ### Beyond Last-Click — Measuring Engagement on the Open Web: Xevio eComm Insights (Part 3) URL: https://www.taboola.com/marketing-hub/beyond-last-click-engagement-measurement-open-web/ Last Modified: 2025-11-13 10:44:03 As the marketing funnel continues to get more complex, last click attribution is becoming a less reliable metric. I talked to Xevio co-founder and CEO Nadim Kuttab to get his thoughts on the value of softer metrics when measuring performance, as well as their limitations, and the future of performance measurement as a whole. Be sure to also check out our previous two installments, in which Nadim looks at driving direct response sales on the open web, and building high-converting e-commerce funnels with native content. ### Why is measuring engagement and intent crucial for e-commerce performance, even when the primary focus is direct sales? Because in the e-commerce space, it’s always important to look at several events in the buyer journey. Most affiliates start with last click tracking, because that's the easiest way of tracking what the user buys in one session. It's the dream of every marketer: There’s no better case for a marketer to say they’re providing value than if they’re spending a dollar, then making $2 back within 10 minutes. It's a great case! The truth is, though, that it’s becoming harder to rely on last click in marketing. People like to take their time in buying — they have options, they want to research it or look at TikTok reviews. There are so many things people do nowadays before buying. I know that when I had more time when I was younger, if I bought a laptop, that was a huge investment, so I’d spend hours reading about processors and graphics cards and battery life, going down these rabbit holes to inform myself before making a purchase. Most people are no different — maybe they don't spend 20 hours on choosing what shoes to buy, but they'll at least inform themselves on what alternatives there are, whether there's a better priced alternative from a competing brand elsewhere, etc. Maybe you’ll lose them in that process, or maybe they might come back later and buy via another channel — either way, if you're only looking at last click, another traffic source will be taking the credit for that sale. First click is also not an ideal way of looking at purchases, though. Both first click and last click have their place, but I recommend a mix of both, which is essentially distribution modeling. Using a mix of first and last click will give you a good idea of where the users are getting the first contact with your brand, and where they're buying. Often, though, it's going to be a mix of a lot of different things. We've seen with our native ads on Taboola that if you do it correctly, there should be about 2-4x as many first click conversions as last click, because Taboola is an educational platform, it's content-based — people are coming, they're reading, they're jumping away, buying it elsewhere. If you measure this correctly, it gives Taboola a much better standing for budgets and for scale, because you're not just looking at last click, which will only take into account 20-30% of all conversions Taboola actually helps generate — you're looking at the whole pie. That’s why it’s important to use one attribution tool across your whole business. ### How can metrics like "Time on Site" and "Session Depth" (as offered by Taboola’s performance platform, Realize) provide valuable insights into e-commerce buyer intent and campaign effectiveness? The issue that a lot of brands have is that there are a lot of different elements to test on Taboola. You have thousands of sites, you have dozens of ad formats, you have potentially dozens of landing pages and product pages behind those ads. So, if you really wanted to collect enough data to make decisions about everything on a purchase level, you would need to spend thousands a day. Some brands don't want to do that, so they need to make educated decisions quickly, without spending a ton of money, which is where these top of funnel conversion events come in. We use Voluum as a tracker, which tracks landing page CTR, and we always push that data back to Realize. We always have add-to-cart in our e-comm campaigns with Taboola, too. Then, if we collect enough data for one type of event, that's the event that we use. Obviously, the goal is to get enough purchases to optimize based exclusively on purchase data, but in lieu of that data, you need to look at pre-purchase events, which you then optimize until you have a campaign that's stable enough to generate those purchases. Think of it more as a means to an end, like stepping stones towards having a campaign that's scaling and spending enough to optimize exclusively on purchases. ### How do you identify and track "micro-conversions" or engagement signals (like product views, add-to-carts, or wishlist additions) that indicate an e-commerce user is progressing through the purchase funnel? The same way we track every other event — either with server to server, or we just fire that event back to Taboola. (If you're using a tracker in between, that's the same thing, just with an additional step.) At the end of the day, you want the data in Taboola so that you can look at it and understand, okay, this is an add-to-cart, this is a purchase, this is what I should be working towards. We're moving away from micromanagement of media buyers in campaigns. When I started media buying, every hour I'd go in and, like, bid up 5% or 3% on a site. It was a massive amount of work! It gave us a huge edge because we were doing that and others weren't, but the future of media buying on Taboola is very much automated. The biggest lever will be the creative. ### What strategies can e-commerce advertisers employ to leverage engagement data (such as creating engaged audience groups for retargeting) to improve overall campaign ROI? You need to put the Taboola pixel on your page — ideally on the checkout page or the product page — to retarget. Period. There's no exception for this, it's just a no-brainer. It's very easy, and it's free money! It can be a very, very easy ad where you just say, “Hey, here's a 25% discount on the product. Buy it here.” Our recommendation is to pixel everything, because why not? Taboola is also rolling out smarter features for building audiences to target, based on first party publisher data. That can be used to create pockets of audiences to target. Again, without data, Taboola can do nothing, so just feed it everything! We recommend feeding as much data as possible into the campaigns, because nowadays, the campaigns are very much on autopilot when it comes to media buying. ### So it’s essentially a classic case of, the more you put into it, the more you get out of it? Exactly. ### How do you balance optimizing for immediate direct sales with building long-term engagement and brand affinity for e-commerce on the open web? Xevio is a performance agency, so we’re measured on a dollar in, a dollar out. There are other agencies that have other targets, but that’s what most of our clients will look at and say, “We gave you a dollar, you made $3. Well done.” Or, indeed, “We gave you a dollar, you made $1.20, not so good — we need to improve that.” Obviously we consider lifetime value, which we try to increase by creating bundles or upsells or downsells that people can buy while they're in the purchasing process. But, the true long-term brand value is not something that you and I can properly assess by any measure. I don't think it’s our job as performance marketers to measure the long-term impact of brand equity — I think it falls squarely on the brand owners. As a performance marketer, if it's not our brand, the best we can do is educate the brand on the impact that we can have. ### What are the limitations of relying solely on engagement metrics for e-commerce performance measurement, and how do you combine those metrics with direct sales data? Engagement metrics are a means to an end, so relying on them isn't smart. It's more of a necessity — I don't think anybody with enough purchase or sales data would rely solely on soft metrics. Engagement metrics are really good at the beginning, when you have to get a campaign moving. If you don't want to use engagement metrics, you need to spend more money to buy data. Think of it like getting a plane into the air: You need to have engagement metrics to be able to see some data without burning money. Now, you could also just strap a rocket to it and it'll go up, but it'll be incredibly inefficient — you'll buy a lot of data very quickly and therefore be able to make a lot of decisions, and there are brands that do that: They just set, like, a $5k daily budget, spend it for a month and say, “Hey, we've learned something!” But, most of those brands are enterprise or very large growth brands. Engagement metrics are needed by, I'm guessing, the majority of the people that are going to read this, because they don't want to burn $100 grand on learning. Really, you have a choice: You can be inefficient with your money, but efficient with time, or you can be efficient with your money, but it’ll just take longer. You can save time or money, you can’t do both. Essentially, engagement metrics let us make decisions in a shorter period of time, with less budget. Are they going to be 100% accurate? Hell, no. But, at least they give us an indicator of what works, and if we see a trend between engagement metrics and sales, we can use that ratio to guesstimate what sales data we'll see. Will it be accurate? Again, no! But, it'll give us an idea of what to optimize towards. ### What's your vision for the future of e-commerce performance measurement on the open web, moving beyond simplistic last click models to a more holistic view of customer value? I think this is a great question for everybody that does online marketing, because every single advertiser on every channel will be forced to use a more holistic method, since people’s purchasing behavior is changing. It’s taking longer to get a sale, people are buying over more channels, people are taking their time when buying. Even with spontaneous purchases, they might look at it on their mobile phone, but buy it on their tablet or desktop. How do you track that? It's extremely difficult. There are ways to do it, but it requires unified attribution methods that are applied by brands universally, and that's what we're seeing. The very big enterprise brands are building these models themselves — good for them! It might cost a ton of money, but it's good for them because they can use that to make better decisions on their $100 million or $200 million budgets. It’s absolutely worth it if you're that big. For everybody else, we'll just use off-the-shelf solutions that'll cost a couple hundred or a couple thousand bucks a month, and that will help us make those informed decisions as best as possible. I don't think there’s a perfect way to do this, but if you’re applying one method to everything, you won’t be over-reporting revenue or attribution. I think that's the future. We’re moving into an area where I think, in five years from now, there won't be a successful e-commerce brand without a proper attribution model. First and last click do not cut it, even now! --- ### Social Media Marketing Trends 2026: Win With Video and AI URL: https://www.taboola.com/marketing-hub/social-media-marketing-trends/ Last Modified: 2026-03-16 11:44:45 The only thing guaranteed when working with social media marketing is that you’ll have to constantly adjust your approach to keep up. The landscape remains complex and challenging, so here, I’ll run down five important trends shaping social media marketing in 2026. What’s changed in our 2026 update: - All entries include updated and current information and advice. - All stats and figures updated with new and current information. - Information on Metaverse and Web3 updated in FAQs. - Grandview Research.png graph. ## Trend 1: The Dominance of Short-Form Video and Engaging Visual Content Short-form video isn’t just a trend: Platforms like TikTok, Instagram Reels, and YouTube Shorts continue to dominate consumer attention, including the desirable 18-to-34 age group. The appeal is clear, with short-form videos being immersive, easily digestible, and mobile friendly. But how long should a short-form video be? Rather than focusing on a fixed time range, marketers in 2026 are prioritizing strong hooks in the first few seconds, pacing, and completion rate over total length. Previously, many marketers recommended staying between 31 and 60 seconds, which can still work for certain use cases, but performance now varies more by format, platform, and intent rather than duration. Source: Yagauro.co That said, 2026 has brought a new level of sophistication to short-form video. Brands can no longer earn virality with dance videos and funny clips: To compete in an overcrowded marketing space, marketers need to grab attention and inspire action. Some key statistics related to video in 2026 include: - 63% of consumers state a preference for short-form video when researching a product or service. - Approximately 91% of marketers are expected to use short-form videos in their strategy in 2026. - 66% of marketers consider short-form content the most engaging format. - More than 50% of adults and 75% of Millennials/Gen Z consumers use captions even when not hearing-impaired, and brands that use captions see higher brand recall. Top strategies for short-form video success include: - Keep it vertical: Mobile has taken the lead in internet traffic, and that’s even more relevant when it comes to short-form video. To match that behavior, top short-form video platforms recommend a 9:16 aspect ratio. - Use captions and text overlays: Users aren’t always in an environment where they can listen to content. Captions and text overlays make your videos more accessible to viewers. - Prioritize strong hooks: In 2026, algorithms favor early engagement, making the first 1 to 3 seconds critical. - Leverage creator-style formats: Authentic, creator-driven visuals often outperform polished brand ads. - Incorporate trending sounds and challenges: In 2026, this remains relevant for some organic and creator-led content, but it’s been less central to brand performance than in past years. - Focus on storytelling: Today’s consumer tends to tune out obvious marketing pitches. Instead of using these platforms to sell your products or services, put the emphasis on storytelling, and sales will follow. - Test interactive tools: Polls, augmented reality filters, and clickable overlays can be a great way to engage your audience. - Go live: Live video remains effective for specific use cases like shopping, education, and customer Q&A, but it’s no longer a universal growth tactic. Performance marketing platforms that focus on results, not reach, are key. You don’t just want to put your content in front of users — you want to inspire action. In 2026, advanced performance platforms increasingly use predictive signals and cross-channel data to help advertisers repurpose top-performing creative and deliver it at moments most likely to convert. ## Trend 2: The Rise of Niche Communities and Authentic Engagement Algorithms have taken over social media feeds, particularly with the rise of artificial intelligence (AI). As a result, consumers have sought out smaller, more niche spaces where they feel seen and valued. Whether they’re on Discord, Reddit forums, or Facebook groups, social media users seek community and authenticity. - Smaller, niche, human-centric communities are growing in popularity, with groups of less than 100 taking priority. - Influencers with 1,000-10,000 on platforms like TikTok now average ~10.3% engagement rates, which is significantly higher than many larger accounts. - About 61% of brands report working with 10 or more influencers. - 58% of adults report buying products because of influencer recommendations. Source: Influencer MarketingHub For brands, this shift brings more work. It’s no longer sufficient to blast a message to the masses: Instead, marketers have to put time into building and participating in communities. You can reach users with behind-the-scenes videos and posts that elevate users. Even sharing your customers’ posts can show your support for brand loyalists. Engaging with these communities requires a genuine presence, though: Members can tell if a brand is simply engaging to market to them. Brands should participate in conversations and provide value without selling. In 2026, many brands are also shifting from traditional influencer campaigns to longer-term creator partnerships that emphasize trust, consistency, and shared values. ## Trend 3: The Evolution of Social Commerce and Direct-to-Consumer Sales Social media has moved from networking to shopping. In 2026, social platforms play a central role in discovery and influence, even when final conversions happen elsewhere. Source: Grandview Research Previously, in-app purchases, shoppable posts, and seamless checkout purchases meant businesses could grab sales directly on social media sites. In 2026, brands are more selective, using native checkout where it delivers frictionless results, while supporting hybrid journeys that move users to owned e-commerce experiences. Here are a few notable statistics related to social commerce: - More than half of Gen Z and millennials have purchased through social media recently, outpacing older cohorts. - TikTok Shop is expected to exceed $20 billion in global sales in 2026, highlighting rapid social commerce traction. - China remains one of the strongest markets for social commerce, with conversion rates at about 30%, driven by livestream shopping, influencer marketing, and integrated social shopping experiences. Take note, though, that as convenient as these integrated shopping features can be, brands still need to build a shop that attracts and engages customers. Live shopping events and real-time product launches can help turn content into conversion points. You can also tap influencers for product/service walkthroughs to grab the interest of top-of-funnel customers. The challenge is in making every touchpoint shoppable and engaging to boost the chance of a conversion. In 2026, data-driven timing and content sequencing have become just as important as D2C shoppable formats themselves. In today’s competitive market, timing is everything. Analyzing customer behavior can help you pinpoint peak engagement times and preferred content formats. By gathering this data, you can create content your target customers want to see and post it at the time they’re most likely to engage with it. ## Trend 4: Leveraging Data and AI for Personalized Social Media Marketing Social media is vital in reaching customers, but audience saturation, rising costs, and ad fatigue have led to diminishing returns. In fact, 75% of marketers say their efforts are seeing declining results. This has led marketers to seek out better ways to grab attention using data and the latest AI-powered technology. In 2026, personalized marketing is more important than ever. Don’t believe us? Here are some statistics that could change your mind: - 81% of Gen Z customers and 57% of millennials like personalized ads. - Nearly 69% of shoppers say personalized product recommendations feel relevant and helpful. - Almost 50% of consumer data collected by companies is used for personalized or targeted ads. - 63% of marketers plan to increase their budgets for hyper-personalization in 2026. Here are some ways you can stand out in an increasingly competitive market: - Audience segmentation: Privacy concerns have made it tougher for marketers to target audiences by personal details like gender and past browsing habits. AI-driven platforms now focus on behavioral signals, intent, and predictive modeling rather than demographics. - Creative variation testing: Creatives can make a big difference in your ad’s performance. Today’s tools let you try different text and visuals, then monitor results to identify the ads that convert best. - Automated bidding strategies: The paid advertising space is more competitive than ever, making it tough for marketers to stay on top of their bids. Tools that continuously optimize spend can help advertisers gain an advantage on the most popular social media platforms. - Conversational AI: AI-powered messaging and moderation tools allow brands to maintain engagement and support communities at scale, without sacrificing responsiveness. Traditional social media marketers are also finding value in expanding into digital channels outside of social media. PortAventura World, for example — a tourist resort in Spain — achieved a 44% increase in return on ad spend (ROAS) by placing ads across top publisher sites. By combining your social media efforts with other advertising efforts, you can create an omnichannel marketing strategy that works well into the future. ## Trend 5: Navigating Platform Changes and Emerging Social Media Trends The only constant in social media is that it will change. For the past few years, social media has been on a trajectory toward more privacy and niche user spaces, so the best thing brands can do is get ahead of future shifts, and that requires agility and a willingness to experiment. Some current shifts I’m seeing in 2026 include: - Instagram’s focus on AI-suggested video feeds. - TikTok’s new specialized rewards program. - Ephemeral content like Instagram Stories driving engagement. Emerging platforms BeReal and Lemon8 previously drew Gen Z attention, but growth has since stabilized, underscoring the risk of chasing novelty without a clear performance strategy. Here are some statistics to keep in mind as we tackle the rest of 2026: - More than 58% of the world’s population uses social media. - Globally, the average daily time spent on social media is 2 hours and 21 minutes per user. - The most popular social media platforms by active monthly users are: Facebook (3.2 billion), YouTube (2.8 billion), Instagram (2.2 billion), TikTok (1.7 billion), and LinkedIn (1 billion). Staying updated on platform changes and user behavior trends is more crucial than ever. You can do this by regularly reviewing industry reports while also keeping an eye on platform analytics. This will allow you to adjust your strategies proactively, helping you stay ahead of the curve. ## Key Takeaways When it comes to social media marketing, short-form video and visual content dominate in 2026. It’s also crucial for brands to build community, but authenticity is essential. If brands can find audiences in smaller, more niche communities, they may have an easier time reaching consumers. But, constant platform changes require brands to be flexible. Staying on top of industry shifts and your own analytics can help you future-proof your marketing campaigns. ## Frequently Asked Questions (FAQs) ### What are the most effective social media platforms for advertising in 2026? The most effective platforms are those that help you meet your goals and reach your intended audience. For visual content, TikTok, Instagram, and YouTube dominate, while Pinterest and Facebook rule when it comes to social commerce. Demographics are also a consideration. Facebook still skews older, while TikTok and YouTube remain great ways to reach Generation Z. ### How can brands measure the ROI of their social media marketing efforts? To measure ROI (return on investment), look beyond likes and follows. Metrics like return on ad spend, cost per acquisition, click-through rates (CTRs), and conversion rates offer better insights into how your ads are paying off. The right performance platform will offer this information at a glance, along with AI-powered insights that can pinpoint areas where you can boost ROI. ### What are some common mistakes to avoid in social media marketing? Failing to pivot remains one of the biggest mistakes a brand can make in 2026. It’s also important to spread your efforts across multiple platforms rather than relying on one, particularly if you’ve focused on the same platform for years. Neglecting to engage with your audience and ignoring user feedback can sabotage your social media campaigns. ### How is the metaverse and Web3 impacting social media strategies? Interest in the metaverse and Web3 has cooled, but some brands continue experimenting. In 2026, practical AI-driven personalization and performance optimization have taken precedence over speculative virtual experiences. ### What are the key metrics for measuring success in social media marketing? In this area, 2026 isn’t all that different from previous years. CTRs, conversion rates, and customer lifetime value are all essential metrics. You can also keep an eye on engagement rates, including likes, shares and comments, to get a feel for audience sentiment. --- ### 5 Influencer Marketing Trends for 2026: What to know URL: https://www.taboola.com/marketing-hub/influencer-marketing-trends/ Last Modified: 2026-03-08 13:49:18 Over the past ten years, influencer marketing has gone from being an experimental novelty to a core revenue channel for brands of all sizes. As trust in traditional digital advertising continues to fragment, creators remain one of the most effective ways to reach audiences in environments where attention is voluntary, contextual, and relationship-driven. However, influencer marketing in 2026 looks markedly different from even a year or two ago. It is no longer defined by follower counts, likes, or one-off sponsorships: Instead, it’s shaped by performance accountability, creator-led commerce, tighter compliance standards, and full-funnel integration. Brands are asking harder questions about incremental value, while creators are prioritizing sustainability, ownership, and long-term partnerships. The result is a more measurable and more strategic influencer ecosystem. ### What’s changed in our 2026 update: - All entries include updated and current information, figures, and stats. ## Trend 1: The Maturation of Influencer Marketing and the Focus on ROI Influencer marketing has fully crossed the threshold from experimental brand outgoing to a performance-oriented growth lever. In 2026, brands increasingly plan influencer programs with the same intensity as paid search or paid social, with defined KPIs, structured testing, and budget accountability tied to outcomes rather than exposure. What has changed most is how ROI is evaluated. While affiliate links, promo codes, and UTMs remain foundational, many teams are now layering in incrementality testing, lift studies, and blended attribution models to understand the true contribution of creators across the funnel. This shift has been accelerated by platform behavior that keeps users in-app longer, reducing clean click-through signals and forcing brands to think beyond last-touch attribution. Another notable evolution is the normalization of content licensing and usage rights as part of influencer contracts. Brands are no longer paying only for organic distribution, but also for reusable creative assets that can be deployed across paid media, ecommerce, and owned channels. Performance-based compensation models, combining a base fee with conversion or revenue, are also becoming more common as both sides seek aligned incentives. At the same time, legal and compliance maturity continues to rise. Contracts increasingly include performance benchmarks, content ownership clauses, exclusivity windows, and clearly defined disclosure requirements aligned with FTC regulations. Stats you should know about influencer marketing in 2026: - The global influencer marketing market was valued at approximately $32.55 billion in 2025, up from $24 billion in 2024. - 86% of U.S. marketers reported working with influencers in 2025, reinforcing influencer marketing as a mainstream channel. - 63% of businesses now include ROI-specific targets in influencer contracts. ## Trend 2: The Continued Rise of Micro and Nano Influencers for Targeted Engagement Bigger doesn’t always mean better, particularly for small to medium businesses with modest budgets and specific target audiences. Micro influencers (those with under 100,000 followers) and nano influencers (those with under 10,000 followers) are continuing to outperform even the most famous influencers when it comes to tangible performance metrics, including the mid-tier segment in between. This is especially the case in the beauty, fashion, food, and wellness industries. These smaller creators often have hyper-engaged communities that brands can benefit from. Their followers trust their recommendations, and due to their smaller audience, influencers are able to engage one-on-one with many of their audience to create an authentic, two-way relationship. With such a personal connection to their followers, brand advertising still feels personal, rather than promotional. As they operate on a smaller scale, for brands on a tight budget, working with micro and nano influencers can often be more cost-effective. This means that you can work with multiple creators for the cost of a single, larger influencer. What’s changed in 2026 is how brands activate these creators. Rather than running one-off collaborations, many teams now build structured creator portfolios, working with dozens or even hundreds of smaller creators simultaneously. This approach diversifies creative angles, reduces dependency on any single partner, and produces a steady flow of authentic content that can be tested and repurposed across channels. Tools like Upfluence and GRIN can help streamline your influencer management, from outreach to content approvals and reporting. This is especially useful for micro and nano influencers who likely aren’t working with their own management companies. Working directly with influencers also means that you can start to build mutually-beneficial relationships with them, encouraging long-term professional connection. Micro-influencer stats for 2026: - 45% of marketers find that small influencers have more trust with their followers than macro influencers. - Micro influencers generate up to 60% more engagement than macro influencers. - The majority of Instagram influencers globally are nano-influencers with fewer than 10,000 followers. ## Trend 3: The Importance of Authenticity and Transparency in Influencer Partnerships With the increasing use of AI, consumers have become both savvy and skeptical when it comes to online content. Fake recommendations are easy to spot, while others are quick to call out influencers or brands that don’t disclose their partnerships correctly. Regulators are also taking note. The FTC updated its guidelines in 2023 to require influencers to clearly communicate when posts are sponsored or feature gifted content. Brands are also being held accountable for these partnerships, with both the influencer and brand facing fines for non-compliance. What’s new for 2026 is the growing concern around synthetic media. AI-generated endorsements, manipulated testimonials, deepfakes, and virtual creators introduce new layers of brand risk if audiences are misled or disclosures are unclear. As a result, influencer vetting now extends beyond follower fraud to include content authenticity, creator history, and transparency around AI usage. Authenticity in influencer content goes so much deeper than FTC compliance, though: It’s about relevant storytelling and real-world relatability. User-generated content (UGC) has seen a significant rise in recent years and influencers are now creating content in this same style, even for paid promotions. Behind-the-scenes glimpses and honest reviews now resonate more than a polished ad — it’s no longer about looking perfect. Instead, consumers want honesty and transparency. Digital advertisers play an important role here, too. Vetting influencer history, looking at their previous campaign metrics and engagement quality through PR auditing tools, can all help brands find out if an influencer is who they say they are. This is an essential step for ensuring brand integrity before a campaign goes live. Transparency in influencer marketing stats that you need to know: - One in three consumers say too many sponsored social media posts cause them to lose trust in influencers. - 77% of consumers trust content from people similar to themselves. - FTC fines for deceptive practices can be up to $50,120 per violation. ## Trend 4: The Evolution of Platforms and Formats for Influencer Content As the world of influencer marketing has continued to expand, so too have platforms to support this type of content. Short-form videos are continuing to dominate in this form of marketing, especially those under one minute, but other formats, including long-form content on YouTube, are also seeing increased engagement. The fastest-growing formats are those native to shopping behavior. TikTok Shop, livestream shopping, and integrated affiliate tools have pushed influencer marketing closer to performance affiliate models, particularly for DTC, beauty, fashion, and lifestyle brands. Virtual influencers and AI-generated creators are also starting to enter mainstream influencer marketing campaigns. There remains controversy around these, though, with brands looking for consistent messaging 24 hours a day choosing to make use of this new technology, but consumers remaining wary of supposed “influencers” who, by definition, have no actual lived experience. Podcasts and newsletters are also growing influencer partnership channels thanks to the rapid growth of platforms like Beehiiv and Substack. Influencers are able to build their community without algorithmic interference, an approach that brands can capitalize on with strategic sponsorships and partnerships. Stats around the evolution of influencer marketing in 2026: - TikTok Shop generated over $500 million in U.S. sales during the 2025 Black Friday-Cyber Monday sale. - 45% of influencer marketers now work with podcast hosts as brand ambassadors. - Threads surpassed X in daily mobile users by early 2026, signaling shifting attention patterns. - The global influencer market is expected to reach $84.89 billion by 2028. ## Trend 5: Influencer Marketing Becoming a Cross-Channel Growth Asset Influencer marketing in 2026 performs best when deeply integrated into broader marketing strategies, rather than run as a standalone channel. Brands are increasingly treating creator content as a media asset that can be deployed across paid, owned, and earned channels. Creator content is now commonly licensed and repurposed for paid social ads, ecommerce product pages, email campaigns, SMS flows, and even retail media placements. Whitelisting and creator-led paid amplification has become a standard tactic for blending authenticity with targeting and scale. This shift requires more sophisticated measurement. When influencer content fuels both organic trust and paid performance, teams must align on shared success metrics across social, site analytics, CRM, and media platforms. As a result, influencer marketing is increasingly planned alongside SEO, paid media, and lifecycle marketing. Influencer marketing stats you need to know in 2026: - 71% of marketers use influencer content in paid ads to boost performance. - Brands see an average 20% increase in click-through rate when using UGC in email campaigns. - 52% of marketers repurpose influencer content across three or more channels. - U.S. creator ad spend rose from $29.5 billion in 2024 to a projected $37 billion in 2025, accelerating integration with broader media plans. ## Key Takeaways For direct-to-consumer brands, influencer marketing can be a powerful tool for growth beyond traditional digital marketing channels. By focusing on ROI and nurturing relationships with micro and nano influencers, brands can create authentic marketing campaigns that remain transparent and enticing to a growing audience. ## Frequently Asked Questions (FAQs) ### What are the most effective platforms for influencer marketing in 2026? TikTok, YouTube, and Instagram are some of the most popular and effective platforms for influencer marketing in 2026. ### How much should brands budget for influencer marketing? Small to medium businesses typically spend around 10-25% of their marketing budget on influencer campaigns, with many influencers in the micro and nano markets charging $500-$1,000 per campaign. ### What are some common mistakes to avoid in influencer marketing? Lack of clear goals, poor influencer vetting, ignoring FTC compliance, and failing to repurpose content are some of the biggest mistakes brands can make when it comes to influencer marketing. ### How can brands protect themselves from influencer fraud? Tools like HypeAuditor are some of the best ways to detect fake followers on an influencer’s profile, while also managing multiple influencer relationships and campaigns at one time. ### What are the key trends in influencer marketing measurement and analytics? ROAS tracking, affiliate link attribution, sentiment analysis, and cross-channel performance are all some of the best ways to determine how successful an influencer marketing campaign is. --- ### What Makes a Great Taboola Advertiser? Here’s Who to Refer (and Why You’ll Benefit) URL: https://www.taboola.com/marketing-hub/taboola-referee-characteristics/ Last Modified: 2026-03-19 13:37:42 Modern performance marketers tend to be creative and resourceful, always looking for new ways to engage prospects and stand out from the crowd. Taboola’s referral program helps tap into that spirit, rewarding referrers even if they aren’t themselves Taboola customers, and connecting new users to all the benefits Taboola’s platform provides. A great Taboola advertiser is data-driven, willing to try new things, and shift direction as needed in real time. Typical Taboola users are marketers managing ad campaigns, whether individuals or agencies; publishers, such as websites and platforms that host content; content creators; and marketing and advertising strategy consultants, among others. They’re all seeking to grow their business, attracting new audiences with compelling ads. ## 3 Qualities to Look for in Your Taboola Referee Here’s what to keep in mind when you’re considering colleagues and other connections to refer to Taboola. ### 1. An Understanding of Modern Marketing Performance marketing, unlike full-funnel marketing or high-level brand awareness, aims to target users with laser precision for better conversion rates, lower customer acquisition costs, and improved return on investment (ROI). Performance marketers track data points carefully and optimize campaigns continually as they learn more about their audiences. Beyond identity data, modern marketing requires careful attention to user intent to pinpoint the right users, who can then benefit from what a brand is offering. And, while search and social channels have been mainstays of advertising for many years, modern performance marketers know they have to move beyond that to get more for their money and engage their target prospects. ### 2. A Need for Speed With oversaturated digital marketing channels, higher ad costs, and pressure for advertisers to do more with less, performance marketers can’t afford to test programs over a quarter or longer. Smaller businesses in particular have a fixed budget, so it’s essential to change course as quickly as possible when a strategy or tactic isn’t working. Artificial intelligence (AI) and machine learning (ML) capabilities have improved targeting abilities, as they learn from how campaigns are performing, allowing marketers to revise their plan or optimize in close to real time. Many of Taboola’s successful referrals are already using platforms like Meta or Google and are looking to diversify and scale with performance advertising. Companies working to scale their business significantly, or reach new, high-quality audiences, are a good fit for the Taboola referral program. ### 3. A Clear Set of Goals A modern buyer’s journey is often complex and nonlinear. A prospect might see several social media posts, engage with a brand, then click on an ad weeks or months later. Another might see search ads repeatedly but never click on one. These behaviors can make digital marketing much more challenging, and marketers must look for creative ways to reach users and meet their goals. While marketing generally aims to find and convert new users, modern performance marketers have more specific goals. That could be to increase new users, gather more qualified leads, reduce acquisition costs, and more. The specific goals and relevant metrics might change quarter-over-quarter or month-over-month depending on company growth goals and other factors. Whatever the case, performance marketers using a platform like Taboola can articulate what they’re trying to achieve and in what timeframe. Taboola’s Realize platform is often the natural next step for marketers who are familiar with Google and Meta and looking to take their efforts further. ## Key Takeaways Taboola’s referral program is designed to be accessible to a range of advertisers and marketers in businesses of all sizes. Referrers don’t have to be Taboola customers themselves, and can refer as many relevant connections as they like. Performance marketers use Taboola to cut through user and creative fatigue and target high-intent users with fresh, continually updated data. ## Frequently Asked Questions (FAQs) ### Who can refer an advertiser to Taboola? Anyone, whether a Taboola customer or not, can refer an advertiser to the Taboola referral program. Clients, partners, and any industry contacts who could benefit from Taboola are eligible. You can invite a potential customer on the Advertiser Referral Program page if they haven’t been in active discussion with Taboola in the past 180 days. If the lead is approved and signs an insertion order (IO), puts the Taboola pixel or server-to-server (S2S) tracking on its landing pages, and spends a minimum of $5,000 within the first 45 days, the referrer is eligible for the $1,000 payment. ### When and how is payment received for a successful referral? Taboola’s referral program offers $1,000 to qualified referrals, which means that the advertiser referred was first qualified as a lead, then spent $5,000 within 45 days. The person referring the new advertiser can then invoice Taboola, and expect to get payment by bank transfer within 30 days. ### What are the goals of performance marketing? Performance marketing captures the nuances of modern advertising and marketing practices more than traditional full-funnel marketing can do in a digital environment. Performance marketing aims to target the right audiences at various points in their buying journey, rather than casting too wide a net and wasting money. Performance marketing platforms carefully track campaign performance and optimize ad spend, and are designed to deliver measurable results and show ROI. What metrics should I track for performance advertising? It’s all about the metrics for performance marketing. Common metrics include cost-effectiveness to ensure there isn’t wasted ad spend; ROI calculations; more and higher-quality leads captured; and metrics like click-through rate (CTR), conversion rate, and cost per acquisition (CPA). These data points will be key for optimizing campaigns, and making data-driven decisions in the moment. --- ### How to Create A Black Friday Landing Page That Converts with Realize URL: https://www.taboola.com/marketing-hub/black-friday-landing-page/ Last Modified: 2025-07-27 08:41:27 Love it or dread it, Black Friday has changed the game for marketers and shoppers alike, both online and in real life. It's a chaotic, exhilarating sprint to the finish line (which seems to get longer every year), where every click, scroll, and second counts. As an advertising copywriter, I’ve seen more Black Friday campaigns than I can remember at this point. I’ve also learned that a high-converting landing page isn't just nice to have — it's a non-negotiable these days. So, how do you cut through the noise of it all and build a Black Friday page that does more than just look flashy? How do you create something that truly converts, turning casual browsers into buyers? Let's dive into some tried-and-true approaches, straight from the trenches of holiday marketing. I asked Taboola’s director of creative shop and AI strategies, Mayaan Leshem, to delve into details with me and share some helpful tips. ## 5 Tips to Create the Best Black Friday Landing Page ### 1. Think Mobile, Act Early Something obvious that needs to be reinforced anyway: Your customers are glued to their phones. At this point, it’s officially not just a trend, it's the dominant shopping experience. Mobile accounts for 55% of holiday e-commerce, and mobile holiday revenue now outpaces desktop, and is expected to grow. This isn't just about having a responsive design anymore, it's about building a mobile-first experience from the ground up. “Make sure your content is thumb-stopping, fast-loading, and easy to browse on small screens,” says Leshem. In addition, she recommends promoting exclusives for mobile shoppers to encourage early action. Timing is another big part of launching a landing page, and the best time to start the process, quite honestly, is now. Nearly half of holiday shoppers plan to shop before November: People, like myself, want to avoid the last-minute holiday rush and check off their list as early as possible. So, launch your holiday-specific, mobile-optimized page by October to reach those eager shoppers. This means getting your content, exclusive mobile bundles, and limited drops live well in advance, with plenty of time to deal with problems that come up. As a creative copywriter, my favorite part of the job is to write funny, clever headlines, but that’s not always what’s needed. For Black Friday landing pages, the headlines should communicate a simple message of urgency. Let potential customers know your shop is live and ready for mobile shoppers, and promote any special offers you have. ### 2. Make Your Creative Festive, Authentic, and Kinetic The landing page itself is where you can lean more heavily into creativity. Generic is boring, especially during the holidays: Think about how many ads you see every June that use “Dads and Grads” or something equally bland and emotionless. It all blends together as a blur in a reader’s mind. Remember, a memorable site doesn’t just look pretty — it can drive a higher conversion rate as well. “During the holidays, emotions run high — tap into that energy and align your creative story with the spirit of the season to build trust and resonance,” says Leshem. “Feature warm, candid imagery of real families, cozy settings, or shared holiday moments.” Regarding that last part, it doesn’t mean just slapping some snowman art on it. Your visuals need to feel real and organic: Think unfiltered, user-generated content (UGC) and style authenticity, since users can often sense when a site was hastily thrown together. DIY imagery builds trust and is often more relatable than polished stock photos, so try to show products within genuine holiday moments that fit your audience. “Stock-looking visuals feel flat,” confirms Leshem. “Authentic holiday footage drives deeper connection.” You also want to avoid images that look too static. “Use kinetic visuals — movement, gestures, and smiles — to create emotional pull,” advises Leshem. To that end, looping, short-form HD videos that are human-driven capture attention and truly bring products to life. Don't just tell them about your new decorative cake mold, show them how it fits into their holidays with a "SEE IT IN ACTION" button. It can really make a huge difference. ### 3. Personalize and Gamify the Experience In a sea of Black Friday deals, how are you supposed to stand out? “Generic gifting doesn’t cut it anymore,” says Leshem. “Today’s shoppers respond to content that feels custom and fun. Try adding interactive elements, like quizzes or gift finders, to increase engagement. Use gamified calls-to-action (CTAs) such as ‘Play to Shop’ or ‘Take the Quiz’ to make the experience feel rewarding.” Interactive elements like these speak directly to specific audiences, and can end with CTAs that turn browsing into an engaging experience. It doesn’t have to be cutting-edge web technology, either: A "Find Your Gifting Style" quiz with copywriting that’s funny, informative, and leads to a personalized gift list can work wonders. Even a 60-second quiz to help shoppers find gifts for a family member who is tough to buy for could be effective. Leshem also recommends segmenting by shopper behavior (e.g., last-minute buyers, early planners, or gift givers for specific demographics). Making your page personalized goes a long way, especially for a burnt-out shopper who’s been browsing endless other sites. Shoppers love to feel understood and seen: “Personalization boosts relevance,” Lesham adds, “and relevance drives clicks and conversions.” ### 4. Highlight Discounts and Ensure a Frictionless Checkout This one might seem like a no-brainer, but it's worth emphasizing: Black Friday is all about the deals, so don’t lose sight of that — it’s what shoppers are looking for. Your landing page should communicate the savings clearly from the moment someone lands on it. You may have seen the page in layout a million times, but to them, it’s fresh and new. “Shoppers are deal-hungry and pressed for time: Lean into urgency and simplicity,” insists Leshem. But, a great discount is only half the battle. If your checkout process is clunky, customers may give up halfway through, which means you're leaving money on the table. “Match your ad message with a frictionless checkout experience to keep the momentum going,” advises Leshem, adding these helpful tips: - Highlight deep discounts prominently (e.g., “75% Off. Zero Hassle.”). - Use phrases like “Ends Soon” or “Limited-Time Offer” to spark FOMO. - Emphasize speed: Promote features like one-click checkout, no logins, and instant shipping. - Drive conversions with direct CTAs such as “Shop & Save Now” or “Buy Now.” Basically, the fewer the hurdles, the higher your conversions. Keep your landing pages simple and straightforward. ### 5. Strategize Your Campaign Timeline Timing is everything, and your Black Friday strategy shouldn't just kick off in November — it's a multi-phase operation. Here’s a general timeline of how a plan could look: #### October (Early Shopping and Research) “Holiday shopping starts earlier each year, and mostly happens on mobile,” reiterates Leshem. “Launch mobile-optimized landing pages early (ideally by October) to catch planners and early birds. ‘Early access’ and ‘mobile-only drops’ can give mobile-first campaigns a powerful edge.” #### November (Consideration) Holiday shopping is ramping up, so nurture intent with gift guides, comparisons, and personalized messaging. #### Cyber Five (Discount Purchasing) The five days from Thanksgiving through Cyber Monday is the main event. Lead with urgency, highlighting your biggest deals and fastest checkout options. #### December (Last-Minute Purchasing) Be sure to emphasize speed, shipping deadlines, and last-chance offers. #### "Q5" (Christmas through New Year’s: Return and Refresh) Almost at the finish line, so don’t stop just yet! Capture return traffic with self-gifting, clearance sales, and New Year promotions. This is a great time for industries like finance to position products as the "first smart money move" of the new year, or health brands to offer a "post-holiday reset." ## Leveraging Realize for Black Friday Success There’s a ton of possibilities, but platforms like Realize can help make your vision a reality. As a performance engine designed to deliver prospecting and conversion outcomes on a cost-per-click (CPC) basis, Realize brings some serious power to your Black Friday efforts from multiple angles: ### Unique Data and AI that Drive Results at Scale This means faster creative variations and further optimizations, all driven by artificial intelligence (AI). It’s a game-changer for quickly testing and iterating on those festive, authentic, and kinetic creatives mentioned above. ### Creative Formats and Placements Beyond Native  With Realize, you’ll get creative formats and placements beyond traditional native ads, entirely designed for performance. This broad reach helps you captivate audiences with timely holiday footage that feels real and organic, not just emotionless stock. “Some of the most engaging holiday campaigns are brought to life through a variety of creative formats that are available in Realize,” says Leshem. “With Display, Rich Media, Native, and Carousel formats at your fingertips, you can build immersive, high-performance experiences tailored to your performance goals. Whether you're driving urgency with a bold Display banner, gamifying a gift guide with Rich Media, storytelling through Native ads, or showcasing variety with Carousel, Realize empowers you to meet shoppers wherever they are — at every scroll, tap, and click.” ### Control and Transparency Realize offers marketers greater control and transparency, which is crucial for monitoring your campaign performance and ensuring you’re getting the most out of your budget. ### Seamless Integration and Tracking Realize integrates quickly with platforms like Shopify and WordPress for seamless pixel setup and automatic conversion tracking, eliminating manual coding or theme limitations. This is a big win, as implementing tracking four to six weeks in advance is vital to collect data on users interacting with your brand before peak season. ### Reaching High-Value Shoppers Realize's Predictive Audiences allow you to go beyond your core audience, tapping into high-intent users who are likely to convert during the peak season. This means reaching new customers who are primed to buy. ### Stability During Peak A critical piece of advice: Avoid major changes to targeting, bidding, or other settings during peak days. This prevents re-triggering the learning phase and keeps your campaigns stable when it matters most. ## Key Takeaways When it comes to Black Friday landing pages, mobile-first is mandatory: Design for phones first, since mobile dominates holiday e-commerce. Launch your holiday content and offers by October to capture early shoppers and use festive, real, and kinetic (short-form video) visuals to boost engagement. Engage shoppers with quizzes and tailored content and clearly highlight deals. ## Frequently Asked Questions (FAQs) ### What are the best tools to create a landing page? Platforms like WordPress are incredibly helpful due to their flexibility and extensive plugins, allowing for custom designs and integrations, and user-friendly interfaces. Other popular options include Unbounce, Leadpages, Instapage, and even website builders like Shopify or Squarespace, which have lots of landing page functionalities. ### Should I redirect a Black Friday landing page after the sale is over? Yes! It’s generally a good idea to redirect your Black Friday landing page after the sale ends. This prevents visitors from seeing outdated offers and helps maintain a positive user experience. You can redirect it to your homepage, a general sales page, a "current offers" page, or even a relevant category page. A 301 redirect (permanent redirect) is usually recommended for search engine optimization (SEO) purposes. ### Why do I have no conversions if I have hundreds of visitors to my landing page? A high number of visitors with low conversions can be one of the more frustrating experiences, but it points to a disconnect between your traffic and your landing page's ability to persuade people. Here are some common reasons why: - Mismatch between Ad and Landing Page: Your ad might promise one thing, but your landing page delivers another. Ensure consistent messaging and clear offers. - Poor User Experience: Is your page slow to load, hard to navigate on mobile, or cluttered? Remember that mobile is 55% of holiday e-commerce, so mobile optimization is key. - Unclear Call-to-Action (CTA): Is it obvious what you want visitors to do next? Is the button prominent and compelling? - Lack of Urgency/Value: Are your deals clear and enticing enough? Do visitors feel a reason to buy right now? - Missing Trust Signals: Do you have customer reviews, security badges, or clear return policies? - Too Much Hassle: Is the checkout process too long or complicated? Prioritize a fast checkout so buyers don’t bail midway through. - Audience Mismatch: Are you driving the right audience to the page? It’s possible that your targeting may need some refinement. --- ### Unwrap a High ROI: Holiday Creative Strategies That Drive Results URL: https://www.taboola.com/marketing-hub/maximize-roi-creative-practices/ Last Modified: 2025-10-28 10:05:36 The holiday season is a major investment for advertisers, and for many businesses, it can make or break the year’s advertising and sales goals. A solid creative strategy can help marketers ensure a great return on investment (ROI), since eye-catching, unique, on-brand creative can make all the difference in marketing ROI. “Creative is the single biggest lever we control,” says Anthony Blatner, founder and CMO of Speedwork. “Based on LinkedIn’s own data, ads built on a clear story and strong visual identity generate 6-7x the ROI of ‘safe’ creative, because they lift recall and consideration at the same time.” Creative development and measurement for holiday ad campaigns should start early, taking into account the relatively condensed time period and the opportunity to capture new audiences. “Seasonal creative often performs better because it’s timely,” adds Blatner. Businesses of all sizes and industries can craft their holiday creative carefully with an eye toward great returns. Check out these seven tips on how marketers can strike the right balance of maximizing ROI and thoughtfully, creatively engaging prospects during the holiday season, all based on data insights and trends from Taboola’s creative team. ## 7 Ways to Maximize ROI This Holiday Season With Creative Practices ### 1. Understand the Link Between Creative and ROI Creative best practices — including visual imagery, copy, interactive components, and more — aren’t a siloed effort from the rigor of holiday marketing campaigns. Putting time and effort into creative advertising can have a direct impact on ad click-through rates (CTR) and conversion rates (CVR), ultimately leading to improved ROI. Taboola’s creative team found, for example, that holiday-themed ad visuals can boost CVR by 4x compared to generic creatives. The cost of ineffective creative, whether it’s bland, repetitive, or low-quality, shows itself in wasted spend, reduced conversions, higher customer acquisition costs, and lost opportunity cost. Marketing teams can’t do holiday season over with better creative — it’s essential to spend time on it well ahead of the season starting. ### 2. Be Authentic and Stay on Theme Unfiltered, UGC-style creative can help build trust and is generally more relatable than stock photos. Candid, DIY imagery is a straightforward way to capture the holiday spirit and stand out to users and prospects in a busy market. Vibrant colors and festive themes can also help you stand out, as can emotional triggers and themes. For B2B companies, holiday themes in creative can help stand out and connect to the season. This often extends throughout December, folding in end-of-year and New Year’s creative opportunities, and taking advantage of holiday slowdowns as periods of reflection and goal-setting. “Give before you ask,” says Blatner of businesses running holiday campaigns. “Insight reports, ROI calculators, or year‑in‑review benchmarks are often great introductory pieces that can help draw in interested prospects.” ### 3. Know Exactly What to Measure Advertisers and marketers have to get as specific as they possibly can on capturing metrics that show how well creative is performing. Again, timely creative like holiday ads often perform better, according to Blatner, and he recommends examining performance at various levels. That might start with micro, “thumb-stop” metrics like scroll depth and carousel swipes to see if the creative is being consumed. Next, mid-funnel metrics like CTR, cost per lead (CPL), and the qualified lead rate can show whether the story resonates with the right people as planned. At a macro level, Blatner recommends measuring pipeline dollars, win rate, CAC-to-LTV (customer acquisition cost to customer lifetime value), and close/won revenue that connects creative to the CFO’s scorecard. “For LinkedIn, we stitch all of that together with conversion tracking and offline CRM uploads,” says Blatner. “For bigger accounts, we do brand lift studies to quantify sentiment shift.” These numbers, taken as a whole, give marketers a fuller picture of how creative is truly performing to then take action, such as scaling what’s working and pausing what isn’t. ### 4. Use Budget-Friendly Creative Strategies Spending a year’s worth of budget on the holiday season isn’t possible for most businesses, especially smaller or new ones. Luckily, there are lots of options in modern digital marketing and advertising to make an impact in a cost-effective way. Repurposing strong creative, using stock images in a unique way, and user-generated or DIY-style ads can all help teams stay under budget. Use analytics to identify top-performing creative assets and see how you might reuse those. Be sure to consider the assets or possibilities you already have in-house. “These days, a selfie-video ad from a CEO or founder can be your strongest marketing campaign,” said Blatner. “Grab your smartphone and hit record. People listen to people more than companies.” Taboola’s playbook also recommends creating looping, short-form, human-driven HD motion videos to capture attention and bring products to life. And remember, seemingly simple tools available to today’s marketers are really very sophisticated. “Canva is the most affordable and full-featured creative tool you could need at the SMB level,” says Blatner. ### 5. Incorporate Personalization as an ROI Driver Personalization strategies for holiday season marketing are only limited by marketers’ imaginations. Personalized messaging can boost relevance and ad performance, with attentive users browsing in a specific time period. Ideally, marketers will have segmented their audiences already and can then explore personalization strategies for the holidays specifically. Consider including varying emotional triggers and messages based on these segments, including factors like demographics, purchase history, and known interests. Holiday personalization tactics include targeted emails with product recommendations, exclusive offers or discounts for returning customers, and, if possible, landing pages tailored to users. For e-commerce companies, quizzes or other interactive calls to action (CTAs) can lead to personalized gift guides or other assets. ### 6. Conduct A/B Testing for Optimal ROI Optimizing ROI means starting holiday efforts early and conducting useful, thorough A/B testing for creative elements for a more successful end of year. “Start earlier than you think,” advises Blatner. “Creative and copy should be live by late October, so learning phases finish before Thanksgiving.” The results of A/B testing will offer valuable information about which creative users are responding to, helping marketers make ROI-positive decisions. Depending on available resources, advertisers can test images, videos, copy, emails, social media posts, CTAs, and more. As with any good A/B tests, gauge one element at a time. ### 7. Post-Holiday Creative Learnings The holiday season starts well before December for most brands, and it continues into end-of-year and beginning-of-year timed themes. While there may be some respite once the holiday period is over, advertisers should take time to evaluate performance and have plans in place to continue the momentum. “A strong Q1 starts in Q4 and over the holidays,” says Blatner. “Maintaining strong brand awareness over the holidays is key to being considered in those Q1 opportunities, because prospects will start by exploring the brands they already know, like, and trust.” Take the time to build a library of successful holiday creative insights, and analyze performance to inform future creative strategies and campaigns, whether for next year’s holiday season or to see what can be incorporated into ongoing campaigns. ## Key Takeaways Bland, stock-looking, or otherwise tepid creative won’t get marketers and advertisers many returns in the busy holiday season. Storytelling, A/B testing, and personalization are all important components of advertising success, but even more essential for holiday and end-of-year campaigns. Marketers have to pay careful attention to every creative element to see strong ROI and other positive results once the season has ended. --- ### Building Better Financial Services Ads Creative URL: https://www.taboola.com/marketing-hub/finance-advertising-creative-playbook/ Last Modified: 2025-07-27 07:22:16 Financial services companies, from home-loan providers to digital banks, have to stand out in a crowded marketplace. That includes legacy and digital-first providers, all of whom are vying for reach and engagement across search and social media channels. The competition is intense: This year, digital ad spending in financial services is expected to reach close to $37 billion, an 11% increase year-over-year. Sentiment around digital banking has also shifted in a short amount of time: As of 2022, 78% of U.S. adults preferred to bank using a website or mobile app. Still, while much has changed, marketers and advertisers in financial services still have to focus on building and keeping user trust, meeting regulations, and educating audiences on complex topics. At Taboola, we’re constantly gathering data points and identifying trends in digital finance advertising. Our Creative Shop in-house agency builds and advises on ads informed by new and emerging trends across industries, so you can apply these learnings to your own performance marketing work. This guide to financial services advertising trends offers the latest tips on creating ads to engage and convert high-intent users. ## 8 Ways to Make Your Financial Services Ads Shine ### 1. Break Down Complexity Many financial services products are complex or may be new to users. Educating audiences and engaging with finance experts for ads can lend credibility to a brand. Consider numbered lists for explaining abstract financial concepts. ### 2. Emphasize Stability Financial services companies have to earn and keep user trust to succeed. Photos of administrative locations, like banks, often appear on publisher sites and are viewed as trustworthy. ### 3. Get the Imagery Right In addition to location photos, use first-person angles of hands holding financial objects, like credit cards, to drive interest and bring concepts to life. ### 4. Show Off Insider Knowledge In your copy, offer useful tips and tricks to maximize personal income and otherwise benefit users. This type of advice can drive higher engagement and also has the bonus effect of building brand trust by showing authority. ### 5. Build Confidence Discussing money mistakes in finance ads can show users a cautionary tale, and inform them about the potential downside of their own habits. See if you can include any data points or common issues that arise in contrast to good habits. ### 6. Consider Every Identity or Persona Financial services audiences span a huge range of identities across demographics. With personalization important to prospects and users, addressing specific audiences in headlines helps attract the most relevant clicks. ### 7. Try Movement There are lots of opportunities to try interactive ads in financial services, such as subtle motion or rich media designs. Invite users to engage with a click, hover, or swipe. ### 8. Use Ad Descriptions Data analysis found a 5% increase in the conversion rate (CVR) when using ad descriptions in financial services content, with 69% of ads in this vertical using ad descriptions. Paying attention to these types of details can boost conversions. Find more data-backed, creative-minded suggestions in the playbook. ## Key Takeaways Financial services advertising is a busy market that spans multiple specialized industries. They all share the need to engender user trust and engage high-intent users with advertising that includes useful copy and compelling images, showing financial knowledge and expertise. ## Frequently Asked Questions (FAQs) ### What are the latest trends in financial services advertising? Financial services businesses these days focus on data-driven personalization, artificial intelligence (AI) and automation, mobile-first strategies, and sticking closely to regulations. Advances in tech and consumer interest in fast, easy processes and transactions mean that finance companies are exploring new ways to serve users. ### What are some best practices in financial advertising? Financial advertising shares best practices with marketing best practices broadly, such as understanding your audience, and showing them how your products and services can solve their problems. More specific financial advertising best practices include building trust with social proof and industry certifications, using data-driven personalization, breaking down complex topics and concepts, and keeping up to date on regulations as they evolve. ### What are the 4 Ps of marketing in financial services? The 4 Ps of marketing are product, price, place, and promotion. Within financial services, product refers to the services and products a business offers to its audiences, which may include wide ranges of users. Pricing in finance marketing has to be both competitive and make a profit for the business. Place covers the multiple channels and locations where users can access your brand. Promotion is any of the many ways — social media, search, native ads, display, video, and more — that a financial services marketing team brings their products and services to prospects and customers. --- ### How Travel and Tourism Marketers Are Sailing Toward New Performance Goals URL: https://www.taboola.com/marketing-hub/travel-advertising-creative-playbook/ Last Modified: 2026-03-02 08:54:20 Travel and tourism marketing includes a wide range of audiences, many types of travel and destinations, and ever-changing market trends. Advertisers and marketers creating campaigns and ads for travel and tourism brands have to think fast and use all the available data to accurately target audiences and convert high-intent users. Marketers in travel and tourism are strategizing to reach prospects across many of the current trends: ecotourism, blended business and leisure trips, wellness tourism, and many more. In a quickly changing market, it’s essential to know your audience and get all the details right across visuals, copy, landing pages, and display ads. This means that small shifts in a headline or type of image can make a big difference. At Taboola, we analyze tons of data points to help identify the many changing trends in travel and tourism advertising. Our Creative Shop in-house agency focuses on building ads — and helping others build ads — informed by new and emerging trends, so you can apply these learnings to your own performance marketing work. Check out the creative playbook for travel to see the latest tips on creating ads that will engage and convert high-intent users, and put them to work for your brand. ## 5 Tips to Make Your Travel and Tourism Ads Shine ### 1. Encourage Daydreaming Prospective users in the travel and tourism market might start out daydreaming about a type of trip, like a 40th birthday or family reunion, before booking. Consider the ways you can engage those users, such as with photos of aspirational escapes, like a cruise ship docked or at sea. Or, show off a VIP experience, such as the top-tier cruise ship cabin, premium seating, or a private jet interior. On landing pages, use full-bleed imagery, soft gradients, and aspirational design to help users imagine their trip. ### 2. Tell a Story Travel and tourism is well suited to narrative storytelling in creative advertising across multiple channels and formats. For example, create a story around bucket list adventures for longer-term planning, or show aspirational imagery for iconic destinations. Editorial framing to build trust is also a useful tactic, such as creating top 10 lists, top must-see places, or publishing personal travel stories. ### 3. Invite Readers to Engage Travel and tourism marketing lends itself well to engaging, interactive design and copy. Using clean designs with a single message and high-resolution images will appeal to prospects, as well as always staying on brand through colors, fonts, and imagery. Encourage interaction with subtle motion or rich media designs that invite users to click, hover, or swipe. Other tactics include using quizzes or other interactive calls to action (CTAs) to engage a prospect and move them toward conversion. ### 4. Spark Curiosity Help prospective travelers envision their next trip with techniques to spark their curiosity and imagination. Include travel hacks in ads, such as hidden deals or insider tips that promise secret knowledge. Using social proof, like traveler stories or user-generated social posts or blog posts, can help make the trip easier to imagine. Referencing specific user groups that align with the target audience can also add relatability and credibility. ### 5. Get the Visuals Right Making small tweaks to visuals can lead to huge gains for travel and tourism marketers. Taboola’s creative team data found a 16% conversion rate (CVR) increase for motion ads, a 66% click-through rate (CTR) increase when avoiding text in visuals, and a 74% CVR increase when using close-up imagery. These numbers are a great reminder that paying careful attention to every detail, and conducting A/B testing, can make a huge difference for marketing performance. In addition, try visual price anchoring, putting any discounts and urgency-focused copy above the fold. ## Key Takeaways Travel and tourism marketers constantly navigate changing trends to excite and engage prospective buyers. Every detail counts in travel ad campaigns across visuals and copy, so marketers should do frequent A/B testing to see what performs best. Conduct audience research to understand traveler nuances and what kind of vacation they’re seeking. ## Frequently Asked Questions (FAQs) ### What are some popular trends in travel advertising? Ad trends include visual storytelling, incorporating user-generated content, and showing personalized experiences. In addition, emotional appeal, bucket list trips, budget travel, and work/life experiences are all popular. ### What are some examples of successful travel campaigns? Successful travel campaigns are memorable, showing the impact that unique storytelling and creativity can have on prospective travelers. They also tap into trends and user needs and desires, and help to spark curiosity or inspire wanderlust. For example, Airbnb’s “Live There” campaign shows how travelers can have deeper cultural experiences on trips. Iceland’s Icelandair stopover offer propelled the country toward greater tourism success, showing off stunning visuals and a straightforward way to get more travelers to visit. Tourism Australia’s “There’s nothing like it” campaign proved its longevity, as the group brought the slogan back after wildfires with some beautiful imagery. ### What are the key elements of effective travel ads? Ads for tourism and travel campaigns work best when they tap into emotional resonance and compelling narratives, helping prospects envision their own vacation that connects with their values and what they imagine. Effective travel ads also include visual storytelling with high-quality images, personalization, and clear CTAs. Personalization should include tailored messages for different segments of the audience to target what type of trips users might be interested in. --- ### 6 AI Marketing Trends Performance Advertisers Need to Know in 2026 URL: https://www.taboola.com/marketing-hub/ai-marketing-trends/ Last Modified: 2026-03-08 13:50:38 For digital marketers, incorporating AI into your workflow isn’t a trend, it’s a necessity — from strategy to execution to optimization and tracking, the importance of AI to your business is undeniable. Here’s what you should know for 2026. ### What’s changed in our 2026 update: - All stats and figures updated to reflect current information. - Updated information around legal transparency requirements. - New, current graphs and graphics. ## Trend 1: The Pervasive Integration of AI Across Marketing Functions Digital marketers are increasingly embracing machine intelligence, embedding it in a wide range of business functions. That includes content creation, customer analytics, and campaign optimization. To remain competitive, marketers are restructuring their workflows to prioritize AI, and the number of organizations deploying the tech in one or more business functions rose to 88% in 2025, up from 78% in 2024. As a result, teams are evolving to accommodate the new technology. Manual, time-consuming processes like creating social media posts and analyzing data can be handled by machines, freeing up humans to focus on strategic insight and creative oversight. Here are a few statistics showing how AI is infiltrating almost every area of marketing: - More than 80% of marketing teams actively use generative AI. - 93% of chief marketing officers report clear return on investment (ROI) from using GenAI. - Companies using AI in marketing report 20-30% higher ROI than traditional marketing methods. - Among marketers already using AI, 93% use it to generate content faster and 81% use it to boost brand awareness and sales. Source: McKinsey With so many tools now available, marketers can streamline everything from targeting to creative execution. Predictive analytics tools like Adobe Sensei and Google AI for ads can optimize bidding in real time, while generative solutions like Jasper, Copy.ai, and Midjourney can tackle ideation and design. Tools like HubSpot and ActiveCampaign bring AI to lead nurturing and segmentation. AI-powered performance platforms like Realize, meanwhile, can tackle everything from smart audience targeting to landing page creation to real-time ad optimization. To foster a culture of AI adoption, marketing teams should include training as they introduce new tools. It’s also important to ensure employees understand that AI will enhance, not replace, their value as part of the team. ## Trend 2: Scaling Performance with Precision (The Impact of GenAI Ad Maker) The collaboration between Columbia University and Realize highlights how generative AI is no longer just a tool for efficiency, but a primary driver of performance marketing at scale. By utilizing the GenAI Ad Maker, advertisers are able to move beyond the limitations of manual creative production, achieving results that rival or exceed traditional methods. - Human-Level Performance at Scale: The study, analyzing over 500 million impressions, proved that AI-generated ads deliver click-through rates (CTR) on par with human-made ads, with raw data even showing a slightly higher average CTR of ~0.76% for AI versus ~0.65% for humans. - Built-in Best Practices: The GenAI Ad Maker is uniquely powerful because it integrates long-standing creative best practices. For example, AI-generated ads were actually more likely to include large, clear human faces—the single most influential factor in driving engagement—than human-made ads in the same campaigns. - No Conversion Trade-off: A critical takeaway for performance marketers is that AI improves top-of-funnel engagement (CTR) without sacrificing downstream conversion quality. This disproves the common fear that AI ads only drive "curiosity clicks" or low-quality traffic. - The "Secret Sauce" of Perception: The power of the GenAI Ad Maker lies in its ability to create ads that don't "look like AI". Ads perceived as human-made achieved the highest performance of all groups, demonstrating that when AI is used to enhance human-centered cues, it sets a new ceiling for engagement. ## ## Trend 3: The Rise of Hyper-Personalization Powered by AI Personalization is the name of the marketing game in 2026. Customers expect content to be tailored to their interests, and businesses are rising to the challenge. AI-powered tools are making it easier than ever to personalize content, since businesses can gather behavioral and contextual data, which AI algorithms then use to tailor messages based on real-time signals like: - Browsing behavior. - Device type. - Geolocation. - Time of day. Predictive analytics allows marketers to deliver content before customers even know it interests them. Businesses like Netflix and Amazon are also using AI-driven recommendation engines that suggest content or products a customer is likely to enjoy. These statistics highlight the growing shift toward hyper-personalization: - 71% of customers now expect personalized interactions from brands, and 76% feel frustrated when brands fail to deliver them. - 79% of marketers use AI to personalize content and campaigns. - Personalized calls-to-action (CTAs) can convert ~202% higher than generic CTAs. - 82% of consumers are willing to share personal data in exchange for more customized experiences. - While 85% of companies say they provide personalization, only 60% of consumers agree. With increased use of data comes privacy considerations. Some consumers find ultra-targeted messaging intrusive, particularly if they feel that ads are manipulative. They may also wonder how all that collected data is being used. Brands need to prioritize transparency and user control if they want customers to see them as trustworthy. This can include: - Clear opt-in mechanisms. - Accessible privacy settings. - Easy-to-understand AI practices. Ethical personalization means not only understanding consumer privacy concerns but addressing them in your terms of service. It’s important to respect boundaries and avoid harmful biases when using the data you collect through your website visitors and ad leads. The goal is to ensure you’re offering a top-notch user experience without compromising privacy. ## Trend 4: AI-Driven Automation for Enhanced Efficiency and Productivity One of the biggest benefits of automation for marketers is that it tackles mundane, time-consuming tasks, freeing up marketers to focus on strategy and creativity. But, that’s not the only benefit of AI-driven automation. Here are a few statistics showing how marketers are using and benefiting from it: - 79% of marketers automate their customer journey, from partial to full automation. - 50% of marketers use automation daily, optimizing routine tasks and workflows. - Of marketers who use automation, 80% report increased lead generation. - 71% of marketers use automation for email marketing, making it the most automated channel. AI’s benefits go beyond tackling repetitive tasks, too. In 2026, brands are automating customer service: Using chatbots and virtual assistants, businesses can easily handle initial inquiries, answering questions that previously would have taken hours a day of a team member’s time. That allows employees to deal with more complex questions and problems. AI-powered automation can also improve ROI for your marketing efforts. Algorithms can now automatically adjust your bids, recalibrate ad spend, and shift placements in real time to optimize your efforts for each customer. Marketers also now rely heavily on AI for email marketing. AI-powered software can auto-generate subject lines, tailor delivery times, and trigger follow-ups based on customer behaviors. Once campaigns are launched, marketers now turn to AI-supported reporting that can easily pinpoint anomalies and surface opportunities almost as soon as a campaign has launched. ## Trend 5: The Evolution of AI in Content Creation and Curation When it comes to content creation, blog posts and ad copy tend to be front and center in discussions. But, AI can also create images, videos, podcasts, and more. Statistics support AI adoption across a variety of content creation functions: - Approximately 66% of people worldwide use AI regularly. - 60% of U.S. adults use AI to search for information, increasing to 74% for those under 30. - 86% of global creatives incorporate generative AI into creative workflows, and 81% say it enables them to produce work they couldn’t otherwise make. - About 20.5% of people worldwide use voice search. - AI-generated metadata boosted video view performance by up to 7.1%. Source: Associated Press Where AI really excels is in kickstarting the content creation process. AI can draft blog outlines and ad copy variations, or even provide weeks’ worth of social media posts in just a few minutes. For content curators, AI can dig through decades of videos and articles, then suggest items to repost to engage customers. AI’s role in voice search is expanding as well. As consumers increasingly search the internet using voice assistants, marketers are gathering information on common voice queries and tailoring their content to match typical phrasing. AI can even recommend keywords and automatically make metadata adjustments. Unfortunately, though, AI isn’t flawless. As many marketers have learned, the technology struggles to remain consistent over time, which can be a problem if you’re trying to stick to a particular brand voice. The technology can also output false information, making it essential to have a human review every piece of content before it goes live. ## Trend 6: Navigating the Ethical Considerations and Future of AI in Marketing In the final months of 2026, some trends are emerging that can directly impact marketers’ campaigns. Those include an increase in hyper-personalization, AI-driven visual search, and AI’s assistance in tracking down relevant influencers. As marketers fully embrace AI, though, various ethical concerns have emerged. Here are a few of the top considerations for today’s marketers: - Bias in algorithms: AI was trained on years of data, including books, websites, and photos. As a result, the technology regularly exhibits social, racial, and gender biases in the information it outputs. - Data privacy and consent: When gathering user data, it’s important to respect privacy laws, including General Data Protection Regulation in the European Union (EU) and the California Consumer Privacy Act. - Misinformation: Generative AI can be prone to something called hallucinations, which has it confidently outputting information that either doesn’t make sense or is factually inaccurate. - Intellectual property concerns: Copyrighted material was used to train AI. This brings ethical concerns about its use as marketers navigate the complexities of copyright law and fair use. - Deepfakes and synthetic media: AI-generated photos, videos, and audio have been used for fraud, causing trust issues for consumers. - Environmental impact: Generative AI consumes water and energy, leading to ethical concerns about its environmental impact. On top of ethical concerns, marketers need to navigate regulations relating to the use of generative AI. Currently, marketers in the EU must pay close attention to the EU AI Act, which has entered phased enforcement and expands disclosure, transparency, and risk-classification requirements for AI systems. In the U.S., AI regulation remains fragmented, with a growing number of state-level transparency and consumer protection laws influencing how AI can be used in marketing. Organizations now report they’re actively mitigating generative AI-related risks, with inaccuracy, cybersecurity, and intellectual property infringement being the top issues. - 75% of organizations now have some AI usage policies in place, but only 36% have a formalized governance framework. - 3 in 5 businesses are now monitoring AI systems for fairness, bias, and transparency. - Of the U.S.’s public companies, 36% now disclose AI as a separate risk factor in SEC filings. Source: Harvard Law School Forum on Corporate Governance For marketers, these changes mean a likely future shift in job duties. As AI automates time-consuming processes like pulling reports and segmentation, professionals will gradually shift to strategic oversight and ethical governance. Due to this shift, marketers are being called upon to develop new skills like prompt engineering and data literacy. To ensure responsible AI use, brands should prioritize transparency, accountability, and consent. Establishing internal processes for checking AI content for inaccuracies and bias can help retain customer trust in your brand. ## Key Takeaways AI has made its way into almost every facet of marketing, from ideation to execution and analysis. As these tools become more prevalent, ethical concerns are emerging, including consumer privacy. While AI excels at generating content, human intervention is needed to maintain quality and reduce the risk of costly errors. In 2026, AI is no longer optional — it’s a baseline expectation: Brands need to implement the technology responsibly to remain competitive. ## Frequently Asked Questions (FAQs) ### What are the most impactful AI applications for digital advertisers in 2026? In 2026, digital advertisers are seeing AI’s impact in four key areas: - Predictive audience targeting. - Real-time bid optimization. - Dynamic content personalization. - Automated performance reporting. Advertisers who use predictive AI to anticipate user intent are outperforming traditional advertisers who still rely on targeting users by demographics. Meanwhile, marketers are using AI to test dozens of ad variations in seconds, allowing them to identify the ads most likely to get ROI while adapting creative and spend in near real time. ### How can small businesses leverage AI in their marketing efforts? Small businesses can benefit from AI as much as enterprise-level brands. Chatbots and virtual assistants can be great entry points, helping automate efforts in small ways before expanding to more intensive applications. Small biz marketers can also use AI to repurpose content across multiple platforms, personalize email campaigns, and target ads based on intent signals rather than location or interests. Look for affordable tools that provide drag-and-drop interfaces and guided workflows to minimize the learning curve and reduce dependency on in-house technical expertise. ### What are some common misconceptions about AI in marketing? One of the biggest misconceptions about AI is that it will put marketers out of work. Over the years, automation has proven to serve as more of an assistant, taking care of time-consuming, mundane tasks and shifting professionals to higher-level responsibilities. Another misconception is that AI is infallible and impartial. In truth, AI was trained on human-created data, which means it requires human oversight to ensure its output is both accurate and fair. Lastly, some assume they can simply set up an automation and leave it, letting AI do all the work. Unfortunately, the technology needs ongoing oversight and evaluation to ensure it’s functioning properly as data, algorithms, and regulatory expectations evolve. ### How can marketers upskill to work effectively with AI tools? To excel in this new, AI-driven environment, marketers should focus on building foundational knowledge in data literacy, analytics, and prompt engineering. As AI begins to play a larger role in content creation, marketers can upskill by learning to evaluate its output for tone, quality, and bias — all skills that will become increasingly important. To further solidify their value, marketers are seeking certifications in popular AI platforms and attending workshops. ### What are the key metrics for measuring the success of AI-powered marketing initiatives? As with any marketing effort, it’s vital to measure your efforts. For AI-powered initiatives, here are a few metrics to track: - ROI improvement: Are your efforts bringing an increase in revenue without upping your spend? - Acquisition cost reduction: Has AI helped you bring in new customers with reduced effort and cost? - Click-through-rate uplift: Are more customers clicking on your ads and calls to action? - Conversions: How many clicks turn into actual sales? - Time savings: Has AI saved time for you and/or your team? - Compliance and transparency rates: When conducting compliance audits, is your AI output fair, unbiased, and compliant with any emerging regulations? --- ### Three Reasons You Should Refer An Advertiser to Realize URL: https://www.taboola.com/marketing-hub/three-reasons-you-should-refer-an-advertiser-to-taboola/ Last Modified: 2026-07-14 07:01:21 Referral programs are a type of word-of-mouth marketing tactic that help cut through the noise of today’s digital markets. B2B referral programs in particular can help a company generate new business, bringing in highly qualified leads at a low cost. The Realize referral program does double duty for efficiency: It’s easy for anyone to cut through the sales process and refer a fellow advertiser, and advertisers can then use Taboola's Realize platform for smarter performance marketing. Anyone can refer an advertiser to Realize, even if they’re not a customer or a digital marketer. It’s an accessible, inclusive program, aimed to help any business growing their acquisition efforts. Whether it’s a friend starting a side hustle or a company you’ve worked with expanding their product line, you likely know some candidates for the program. Here’s what else to know about referring advertisers to Realize. ## 3 Reasons You Should Refer An Advertiser to Realize ### 1. It Actually Cuts Through the Noise User fatigue, creative fatigue, and the high cost of advertising have all converged in the past few years, leaving many businesses struggling to find and convert prospects. Realize employs several strategies to help its advertisers succeed: It provides advanced targeting options to users, for example, like demographics, interests, contextual relevance, and user behavior, so ads reach the right audience and avoid wasting time. Realize also looks for intent-driven audiences, finding the high-intent users to nurture and eventually convert. It saves wasted time marketing to the wrong audiences. Its embedded artificial intelligence (AI) and machine learning (ML) capabilities optimize campaign performance over time, too, including the creative elements of ads, which have to be engaging and carefully crafted to cut through ad fatigue. ### 2. It’s Useful for a Variety of Industries Realize platform helps brands across industries, with some companies in particular seeing a lot of success — e-commerce and direct-to-consumer (D2C), health and wellness, finance and fintech, home improvement and gardening, travel and tourism, and more. Businesses in lead generation, affiliation, marketing, and tracking and measurement also use Realize for true performance marketing, as do media experts. No matter the industry, marketers are struggling to break through the noise. When thinking about who to refer, consider who could benefit from a performance marketing tool, and you can probably think of advertisers from a variety of businesses, whether they’re clients, colleagues, or any other industry contact. Small and medium-sized businesses especially are looking for cost-effective ways to find the right users. Consider founders, marketers launching new products or opening new markets, or diversifying their acquisition channels. ### 3. It’s Easy and Rewarding (for You and Your Referral) The Realize referral system is designed to be straightforward and inclusive for lots of referrers, with a reward structure that makes it worth taking the time to participate. Setting up Realize is easy — a new user just needs to place the pixel or Realize server-to-server (S2S) on its landing pages. For you, the referrer, the reward for referring that user (after they’ve spent $5,000 within 45 days) is $1,000. The lead referral form is straightforward and quick to fill out, so send along as many potential advertisers as you like. From there, it’s just waiting for lead qualification and providing some basic details so we can send your bonus. ## Key Takeaways If you’re working in advertising or marketing, you know how much chatter and competition exists today. Referring prospects into Realize platform helps connect advertisers and performance marketers with tools that can help them succeed under budget. Those referring get a cash reward, and those using Realize can cut through the noise and target users the right way. ## Frequently Asked Questions (FAQs) ### How does Realize work? Performance-marketing platform Realize uses AI and proprietary data to optimize ad campaigns and target high-intent users. Realize can analyze content to identify promising audiences and match ads across channels with the right users. Advertisers and marketers using Realize can also take advantage of optimized creative across display ads, motion ads, video ads, and other formats to mitigate the diminishing returns of an expensive, crowded social and search market. Users can also track performance metrics, customize reports, and optimize campaigns within the platform. ### What are the requirements for a qualified advertiser referral? The Realize referral program requires that a referred advertiser is first qualified as a lead, then that the advertiser signs up and spends $5,000 on the platform within 45 days. The person referring the new customer provides basic information to get their payment via bank transfer. ### What is a performance advertising platform? A performance advertising platform is a digital marketing tool that enables advertisers to pay only when a specific action is taken by a user, such as a click, lead, or sale. These platforms focus on delivering measurable results and maximizing return on investment (ROI) by tracking campaign performance and optimizing ad spend based on reliable data. --- ### Real Estate Marketing Trends 2026: What Advertisers Need to Know to Stay Competitive URL: https://www.taboola.com/marketing-hub/real-estate-marketing-trends/ Last Modified: 2026-03-16 13:19:39 From immersive visual content to analytics-driven tools, real estate professionals need to fully understand the importance of monitoring trends in 2026. Here, I’ll run down five of the most powerful trends shaping the future of real estate marketing. What’s changed in our 2026 update: - All entries include updated and current information and advice. - All stats and figures updated with new and current information. - Two new graphs/graphics added. ## Trend 1: The Power of Visual Content and Immersive Experiences in Real Estate Visuals have always been an important part of selling a home. Buyers want to see photos of every aspect of a property, from the front yard to the tiny guest bathroom on the main floor. In 2026, brokers are leaning into the power of video, AI, and human content to sell homes, including virtual staging, a tool that continues to spark debate. Here are a few essential statistics that showcase the power of visual content in 2026: - Video dominates in 2026, with video listings boosting inquiries by 403%. - Homes/listings with professional photos sell 32% faster, spending an average of 89 days on the market as compared to 123 days. - Buyers spend about 60% of their time looking at photos, versus only 20% reading property descriptions. - 60% of buyers’ agents say staging has an effect on some buyers, but not always. Source: RubyHome Luxury Real Estate Tools like virtual tours and 360-degree interactive experiences allow buyers to view listings from wherever they are. This is especially beneficial for out-of-state buyers who can’t travel to look at every property that goes on the market. Augmented reality is still relatively new to the industry, but the future possibilities are endless: Imagine buyers being able to stand in a living room and virtually incorporate their existing furniture, or change paint colors. Visual content goes beyond listings, though. In 2026, competitive real estate professionals repurpose assets across platforms, including on social media. By taking advantage of the popularity of video on social media, agents can reach buyers before they’re browsing multiple listing service (MLS) listings. ## Trend 2: Hyperlocal Targeting and Personalized Communication in Real Estate Authenticity and relevance are more than marketing buzzwords. Across all industries, marketers have realized the value of personalizing their messaging, and real estate is no different. In 2026, the industry has found that consumers respond to agents who understand their neighborhood: From local school ratings to the best coffee shops, agents who position themselves as community experts build stronger, more lasting client relationships. In 2026, hyperlocal marketing has become a game-changer. Search trends back this up: Search queries using keyphrases like “real estate agent near me” and “houses for sale near me” are more popular than ever, driving a need for industry professionals to claim their Google Business Profile (GBP) and focus on local marketing. Personalization continues to be key for real estate agents wanting to stand out. Digital advertisers can help real estate marketers create ads that target: - First-time homebuyers. - Property investors. - Sellers/buyers in a specific zip code. - Buyers who are actively looking. - Buyers within a certain demographic. - Buyers with certain interests. Here are some top trends to help inform your marketing strategies in 2026: - In 2025, 66% of sellers worked with an agent referred to them, or one they’d used before. - Reputation remains a key factor in choosing an agent. 35% of sellers say they considered an agent’s reputation when making their choice. - REALTORS® choose text messaging as their top communication channel, with 94% using it, followed closely by phone and email. - Searches for “real estate agent near me” have increased 41-fold since 2015, with approximately 14,000 searches per month. It should be noted, though, that privacy concerns have impacted the way real estate professionals target. The National Association of REALTORS® has strict standards for data collection and use, and that information can be valuable for anyone working in the industry. ## Trend 3: Leveraging Social Media and Building Online Presence for Real Estate Like other marketers, real estate agents know that social media is the key to reaching today’s homebuyers. Here are some key statistics related to building an online presence in 2026: - 82% of real estate businesses market through social media. - Facebook remains the dominant platform for real estate agents, used by about 90% of agents, followed by Instagram (52%) and LinkedIn (48%). - Around 63% of real estate agents use video content in their social media marketing strategy. - Video content on social media is shared about 12x more than text and image-only posts. - According to tech usage data, about 75% of agents use social media to build their brand and connect with clients online. Today’s real estate professionals go beyond promoting listings by posting engaging content like local community highlights, the stories behind homes they’ve listed, and behind-the-scenes glimpses of their daily lives. While Facebook and Instagram remain important, agents are also optimizing content for YouTube Shorts and TikTok search, treating these platforms as mini search engines. Video is the real standout this year. The industry now has the opportunity to engage both buyers and sellers without investing heavily in advertising: Short-form video content is more popular than ever, giving agents the opportunity to share quick tours, highlight a home’s key features, or walk through the closing process. Live video is one of the most popular social media trends impacting the industry. Videos don’t even have to be polished: One New York City real estate agent shares walk-throughs shot using his phone to impressive success. Agents can also share live videos showcasing their latest listings or responding to typical questions to engage potential customers. ## Trend 4: The Importance of SEO and Local Search for Real Estate Discovery In 2026, home shopping starts with a search, but that’s nothing new. One thing that has changed, though, is the way people search. Instead of typing in keywords like “new homes for sale,” today’s savvy online shopper incorporates details like towns or neighborhoods. That’s where local search comes in. - 46% of all Google searches have local intent. - Google’s Local Pack drives 44% of local search clicks. - Organic search dominates clicks, capturing roughly 94% of total search (versus paid). - The top organic search result typically earns about 27.6% of all clicks, and click share drops sharply further down the page. - Over 50% of search queries include four or more words, indicating long-tail keywords continue to be important. Source: Digital Silk So what can a real estate agent do to reach today’s home shoppers? Localization is key. Long-tail keywords incorporating community information can go far in reaching buyers, as can maintaining consistent NAP (name, address, and phone number) across the web. But, one of the most important things a real estate professional can do is to claim their GBP, since those listings get priority in search results. Reviews are another important SEO aspect. Google weighs reviews heavily when prioritizing businesses in local search, so encouraging reviews can make a big difference. If you can generate a steady stream of positive reviews, you’ll keep the algorithms happy. ## Trend 5: Data Analytics and CRM for Effective Real Estate Lead Management It’s no longer enough to generate leads: To remain competitive, you’ll need to effectively manage those leads. Customer relationship management systems (CRMs) make it easy to track the origination of each lead, how those leads engage with your content, and what actions they’ve taken. Agents can then automate follow-ups and segment contacts to stay in front of potential clients with minimal effort. Once leads have made their way into your ecosystem, you can use data analytics tools to measure the effectiveness of every dollar you spend to bring them there. Urchin Tracking Modules (UTMs) and CRM integrations can help you follow a lead from the initial click to closing. Artificial intelligence is also transforming the way real estate professionals market. AI-powered tools can analyze past buyer behavior and use that information to predict future actions. This allows professionals to prioritize the leads most likely to convert. The industry is also learning that personalizing the user experience can get better results. - Real estate agents who use a CRM system see a 41% increase in lead conversions. - 54% of agents say that AI tools help with identifying high-quality leads. - REALTORS® report social media as the top source of quality leads, at 46%, followed by CRM at 23%. - 90% of marketing professionals use AI to streamline customer interactions. Source: National Association of REALTORS® As you cultivate and track leads, here are some important data points to get you started: - Search behavior and keywords used: What search terms led a high-converting lead to your site? This data point is useful for gathering information on your target customers, and that information can be used for future advertising and SEO campaigns. - Time spent on listing pages: When a customer hangs out on your listing pages for a while, it can be a sign of an interest in a particular location, home layout, or price range. If visitors seem to engage heavily with certain types of content, such as your virtual tours or videos, you can use that data to inform future efforts. - Lead source attribution: One of the best things about analytics is its ability to track the origin of incoming leads. Over time, this gives you a picture of the marketing efforts that pay off most. - Click-through and bounce rates: If people are coming to your listings and quickly leaving, it could be an indication that something’s off. In many cases, it simply means your ads are hitting the wrong targets, but it can also signal that your visual assets need improvement. - Mobile vs. desktop usage patterns: More homebuyers than ever are conducting their search on mobile. Still, it’s important to look at the habits of your own customer base. ## Key Takeaways Today’s real estate professionals are leaning in heavily to assets like immersive visuals and video tours to boost engagement and listing velocity. But, it’s also important to localize your marketing efforts to adapt to the way consumers search for homes in 2026. Social media is another way to reach potential clients, with short-form, social-native video serving as the most popular format. Real estate professionals should also consider CRMs for improved lead generation and AI-assisted analytics to measure return on investment (ROI). ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for real estate in 2026? In 2026, real estate professionals are finding success by combining strong visual appeal with precision targeting. While social media platforms like Facebook and Instagram remain powerful, thanks to their robust user base and location-based targeting, the continued dominance of short-form, social-native video has made platforms like TikTok and YouTube Shorts increasingly popular, as well. For intent-driven targeting, Google Ads and Google Local Inventory are still the top contenders for marketing spend. Today’s serious homebuyers and sellers search using terms like “homes for sale in ” or “real estate agents near me.” Agents can capture clients with retargeting ads, video-based ads, and local-first placements to stay in front of clients throughout their house-hunting journey. ### How much should a real estate agent spend on digital marketing? Marketing budgets can vary dramatically from one real estate agent to another, but generally speaking, the average agent only allocates 10-20% of their budget on marketing. Digital is a large part of that spend, but many agents also rely heavily on free options like social media marketing. A typical monthly marketing budget might look something like this: - Paid social ads: $300-$1,000. - Google Ads: $200-$800. - Video content and editing: $150-$500. - Marketing tools: $50-$300. Marketing spend is only one part of the picture, though, and it’s important for agents to closely track their efforts to maximize ROI. Track cost per lead, time to close, and lead quality, in addition to conversion rates, to ensure you’re putting your time and money toward efforts that get results. ### What are some common digital marketing mistakes real estate professionals should avoid? Real estate agents have access to more tools than ever to power their digital marketing efforts. But, those tools need savvy marketers to come up with sound strategies and execute them. Whether you’re starting a new campaign or identifying issues with your current marketing efforts, it’s important to watch for some things that can go wrong. - Using inadequate or outdated visuals: Listings with professional-quality photos and videos tend to get better results. Today’s home shoppers expect immersive visuals that give them a clear picture of the property. - Failing to claim or optimize a Google Business Profile: In just a few minutes, at no cost whatsoever, you can claim your Google Business Profile, which will help you appear in local search results and on Google Maps. - Spreading efforts too thin across platforms: It can be tempting to have a presence on every social media platform available, but it’s best to channel all your efforts into a select few platforms that best represent your target audience. - Not tracking performance: Without tracking, it’s nearly impossible to know what’s working. Today’s tools make it easy to measure everything from clicks to conversions. - Ignoring online reviews: When searching for an agent, consumers tend to go with recommendations from others. Online reviews can drive buyers and sellers to your business, so it’s important to find ways to encourage them and respond to them. ### How can real estate professionals build trust online? Trust starts with user experience. Make sure your websites and listings are accessible whether customers are on a mobile device or desktop. You can also build trust by maintaining an active, authentic social media presence and a Google Business Profile with updated contact information. Responsiveness is another key way to show your trustworthiness. Reply to comments and answer any inquiries promptly to not only build trust, but also show clients you’re reliable. Video content is a great tool for trust building. Even something as small as showing your face while walking through a neighborhood or discussing new listings can humanize your brand. The old adage that people do business with people they like definitely applies to real estate. By being accessible, you’ll compel clients to bring you along on their homebuying journey. ### What are the key metrics for measuring success in real estate digital marketing? The best metrics depend on your goals. If you’re hoping to measure success in your digital marketing efforts, here are some good metrics to follow: - Engagement. - Lead generation. - Click-through rates. - Video view duration and completion rate. As customers move through the funnel, here are some metrics that can be useful: - Time spent on site. - Bounce rates. - Listing saves and shares. When measuring how your new leads are doing, take a look at the following: - Inquiries per listing. - Cost per lead. - How leads move through your CRM pipeline. Lastly, it’s important to track conversions. Are those leads turning into clients? The following are the ultimate indicators of success in your marketing efforts: - Appointment bookings. - Showings. - Closed deals. --- ### 5 Benefits of Display Advertising, and How It Can Deliver for Your Brand URL: https://www.taboola.com/marketing-hub/display-advertising-benefits/ Last Modified: 2025-10-26 17:34:41 Display advertising isn’t just about putting pixels on a page, it’s about getting your message in front of the right people, in the right place, at the right time. No longer simply reliant on static banners, display advertising involves making smart placements, delivering responsive design, and achieving measurable results. Whether you're a performance marketer driving conversions or a brand strategist seeking awareness, display advertising remains a crucial component of the marketing puzzle. Below, I’ll explore five impactful benefits display ads bring to the table. ## Benefits of Display Advertising for Marketers ### 1. Increased Brand Visibility Display advertising helps boost brand visibility on the open web, often without disrupting the user experience. Unlike traditional pop-ups or banner ads that users tend to ignore or block, dedicated performance advertising platforms let you embed ads that not only reach relevant audiences where they are but capture their attention with a diversity of placements and styles, including eye-catching motion ads. #### How to Measure Impact: - Impressions: The number of times your ad appears on a web page. - Reach: The total number of unique users who have seen your ad. - Viewability rate: The percentage of ads actually seen by users (not just served). #### Example: Kavak, a leading online platform for buying and selling used cars in Latin America, improved its brand visibility and boosted conversions beyond what it was achieving on Facebook, Google, and TikTok by using a combination of image and motion ads, reaching new audiences across premium publisher sites. Kavak found that motion ads — featuring short, looping animations — delivered stronger performance than static formats, leading them to scale this format using Realize’s in-house Motion Ads Studio. To deepen engagement, they installed the Taboola Pixel to track user behavior and build high-intent retargeting audiences. This strategy led to a 30% increase in programmatic conversions from Q3 to Q4 and more than 500 million impressions, significantly amplifying their brand presence and campaign efficiency. ### 2. Improved Audience Targeting The best modern display platforms are data engines. With audience segmentation, behavioral signals, contextual targeting, and retargeting, they let you pinpoint high-intent users with remarkable accuracy, using real-time intent signals and interest-based audience clusters to deliver content to those most likely to engage. Display doesn’t just show your message to a crowd — it finds the right person at the right moment. #### How It’s Measured: - Click-through rate (CTR): The ratio of clicks to impressions. - Engagement time: How long users stay on your content after clicking. - Conversion rate: The percentage of users who complete a desired action (such as a purchase, signup, or download). #### Example: Ziwo, a cloud contact center provider in the GCC region, turned to Realize to generate high-quality B2B leads across the UAE, Saudi Arabia, and Morocco. Using Realize’s Native Image Ads, premium publisher inventory (including Yahoo!), and first- and third-party audience segments, the campaign reached 33.5 million people across the open web, with 40% more leads versus other platforms, and a 30% lower CPA compared to other channels. Ziwo’s success demonstrates how advertising, when coupled with AI-driven segmentation and intent-based targeting, can benefit companies attempting to improve audience targeting efforts. ### 3. Cost-Effectiveness Display advertising can offer a strong return on investment (ROI) when paired with precise targeting and smart bidding. Flexible bidding models and granular budget control make it easier for marketers to optimize performance at every funnel stage. For instance, performance platforms like Realize can leverage AI-powered algorithms to automatically adjust bids based on real-time signals (e.g., user behavior, page context, and likelihood of engagement). #### How It’s Measured: - Cost-per-click (CPC): What you pay for each click. - Cost-per-acquisition (CPA): Total ad spend divided by the number of conversions. - Return on Ad Spend (ROAS): Revenue generated per dollar spent on advertising. #### Example: Peugeot, in collaboration with Publicis Media, aimed to enhance their campaign's efficiency by reducing acquisition costs. Utilizing Taboola's retargeting capabilities and the Taboola Pixel, they tracked user interactions and optimized their campaigns using the Maximize Conversions bidding strategy. This approach led to a 14% lower cost-per-acquisition (CPA) compared to their other targeting campaigns. Furthermore, the campaign achieved a 2.45x lower cost-per-lead (CPL) than the brand’s benchmark expectations, demonstrating the cost-effectiveness of their efforts. ### 4. High Engagement As mentioned earlier, display advertising has grown far beyond static images. Today’s formats include responsive carousel ads, interactive video, and immersive content previews. These rich creatives not only capture attention but also drive meaningful engagement. Realize’s responsive ad formats, for example, adapt to both screen size and context, helping ensure higher interaction rates — especially on mobile. #### How It’s Measured: - Engagement rate: Interactions — like swipes, clicks, or hovers — divided by impressions. - Video completion rate (VCR): Percentage of users who finish watching your video. - Dwell time: Time spent actively engaging with the creative. #### Example: HPE Automotores launched a programmatic campaign using Realize-powered video ads across premium publisher sites. As a result, their CTR tripled and their engagement rate nearly doubled (up 46%) compared to other channels. This shows that modern display tools can lead to mindful campaigns that create sustained engagement. ### 5. Scalable Optimization Through AI Automation Display advertising today isn’t just about placement: It’s about scaling and refining content in real time. AI-driven tools now enable advertisers to auto-generate ad assets, conduct live A/B testing, and continuously optimize campaigns based on real-time engagement and performance signals. #### How It’s Measured: - Click-through rate: Tracks how well AI-optimized creatives perform. - Conversion rate: Measures the effectiveness of real-time testing and targeting. - Creative refresh rate: Frequency of updates to assets to combat ad fatigue. #### Example Using AI-powered Predictive Audiences within Realize, brands like NerdWallet, The Motley Fool, and QuinStreet are unlocking up to 270% increases in conversions while increasing spending by just 40% more year over year. Further, they did this without major increases to their cost-per-acquisition. This approach combines first-party conversion data with Realize’s behavioral insights to automatically identify and target high-converting users, leading to powerful performance gains. ## Key Takeaways Campaigns that use behavioral signals and intent-based targeting consistently outperform broader approaches. Rich, interactive formats deepen engagement, and ads that match their context build trust, reduce bounce rates, and improve on-site performance. ## Frequently Asked Questions (FAQs) ### What are the advantages and disadvantages of display advertising? Display advertising often offers marketers the following benefits: - Reaches large and diverse audiences. - Enables precise targeting. - Offers real-time performance data. - Supports various ad formats (image, video, carousel, etc.). - Cost-effective, especially for advertisers with a small budget. Despite the benefits of display advertising, there are drawbacks. As you consider this type of marketing, keep the following in mind: - Banner blindness or ad fatigue is common. - Ad blockers may reduce visibility. - Requires regular testing and optimization to stay effective. ### What are the best practices of display advertising? A successful display advertising campaign implements the following best practices: - Avoid a one-size-fits-all approach, opting for a segmented approach based on audience needs and their place in the funnel. - Use strong visual elements that attract and engage readers. - Leverage compelling copy that targets your audience. - Use A/B testing to hone efforts. - Create cohesion across all channels to promote brand awareness and improve the user experience. --- ### Three Reasons You Should Refer An Advertiser to Realize URL: https://www.taboola.com/marketing-hub/three-reasons-you-should-refer-an-advertiser-to-realize/ Last Modified: 2026-07-14 07:03:35 Referral programs are a type of word-of-mouth marketing tactic that help cut through the noise of today’s digital markets. B2B referral programs in particular can help a company generate new business, bringing in highly qualified leads at a low cost. The Realize referral program does double duty for efficiency: It’s easy for anyone to cut through the sales process and refer a fellow advertiser, and advertisers can then use Taboola's Realize platform for smarter performance marketing. Anyone can refer an advertiser to Realize, even if they’re not a customer or a digital marketer. It’s an accessible, inclusive program, aimed to help any business growing their acquisition efforts. Whether it’s a friend starting a side hustle or a company you’ve worked with expanding their product line, you likely know some candidates for the program. Here’s what else to know about referring advertisers to Realize. ## 3 Reasons You Should Refer An Advertiser to Realize ### 1. It Actually Cuts Through the Noise User fatigue, creative fatigue, and the high cost of advertising have all converged in the past few years, leaving many businesses struggling to find and convert prospects. Realize employs several strategies to help its advertisers succeed: It provides advanced targeting options to users, for example, like demographics, interests, contextual relevance, and user behavior, so ads reach the right audience and avoid wasting time. Realize also looks for intent-driven audiences, finding the high-intent users to nurture and eventually convert. It saves wasted time marketing to the wrong audiences. Its embedded artificial intelligence (AI) and machine learning (ML) capabilities optimize campaign performance over time, too, including the creative elements of ads, which have to be engaging and carefully crafted to cut through ad fatigue. ### 2. It’s Useful for a Variety of Industries Realize platform helps brands across industries, with some companies in particular seeing a lot of success — e-commerce and direct-to-consumer (D2C), health and wellness, finance and fintech, home improvement and gardening, travel and tourism, and more. Businesses in lead generation, affiliation, marketing, and tracking and measurement also use Realize for true performance marketing, as do media experts. No matter the industry, marketers are struggling to break through the noise. When thinking about who to refer, consider who could benefit from a performance marketing tool, and you can probably think of advertisers from a variety of businesses, whether they’re clients, colleagues, or any other industry contact. Small and medium-sized businesses especially are looking for cost-effective ways to find the right users. Consider founders, marketers launching new products or opening new markets, or diversifying their acquisition channels. ### 3. It’s Easy and Rewarding (for You and Your Referral) The Realize referral system is designed to be straightforward and inclusive for lots of referrers, with a reward structure that makes it worth taking the time to participate. Setting up Realize is easy — a new user just needs to place the pixel or Realize server-to-server (S2S) on its landing pages. For you, the referrer, the reward for referring that user (after they’ve spent $5,000 within 45 days) is $1,000. The lead referral form is straightforward and quick to fill out, so send along as many potential advertisers as you like. From there, it’s just waiting for lead qualification and providing some basic details so we can send your bonus. ## Key Takeaways If you’re working in advertising or marketing, you know how much chatter and competition exists today. Referring prospects into Realize platform helps connect advertisers and performance marketers with tools that can help them succeed under budget. Those referring get a cash reward, and those using Realize can cut through the noise and target users the right way. ## Frequently Asked Questions (FAQs) ### How does Realize work? Performance-marketing platform Realize uses AI and proprietary data to optimize ad campaigns and target high-intent users. Realize can analyze content to identify promising audiences and match ads across channels with the right users. Advertisers and marketers using Realize can also take advantage of optimized creative across display ads, motion ads, video ads, and other formats to mitigate the diminishing returns of an expensive, crowded social and search market. Users can also track performance metrics, customize reports, and optimize campaigns within the platform. ### What are the requirements for a qualified advertiser referral? The Realize referral program requires that a referred advertiser is first qualified as a lead, then that the advertiser signs up and spends $5,000 on the platform within 45 days. The person referring the new customer provides basic information to get their payment via bank transfer. ### What is a performance advertising platform? A performance advertising platform is a digital marketing tool that enables advertisers to pay only when a specific action is taken by a user, such as a click, lead, or sale. These platforms focus on delivering measurable results and maximizing return on investment (ROI) by tracking campaign performance and optimizing ad spend based on reliable data. --- ### Moving Automotive Marketing Forward: What’s Working in Auto Ads URL: https://www.taboola.com/marketing-hub/auto-advertising-creative-playbook/ Last Modified: 2025-08-11 06:59:11 The automotive industry has gone digital, with 95% of car shoppers these days relying on online resources to do their research. The automotive industry still counts on in-person experiences, though, since most shoppers will go to a dealership to purchase a car. For advertisers and performance marketers, this means that a positive buyer journey is essential. In addition, only one in three potential car buyers know exactly what they want to buy, so marketers have a lot of potential influence on those undecided shoppers. Automotive marketing strategies generally include data-driven personalization, use of social and search, and strong creative to cut through user fatigue. At Taboola, our Creative Shop in-house agency uses huge amounts of data from our Realize platform to identify trends, then build better creative accordingly and advise others. For the automotive industry, the team has uncovered best practices across copy, visuals, landing pages, and display ads. These include details on what type of imagery performs best, which headline topics are popular, and how to improve landing pages, all tailored for automotive marketers. Get all the details yourself in the Automotive Creative Playbook: ## 6 Tips to Speed Up Your Automotive Marketing Performance These are some of the essential pieces of a successful automotive marketing campaign, based on the latest trends. ### 1. Tell a Story Successful car brands go much farther than just showing their products in photos or videos — they tell a compelling story that resonates with prospects and their lifestyle. That might include connecting the brand to travel, off-road adventure, or city life, in addition to highlighting a brand’s legacy to tap into nostalgia, if relevant. ### 2. Experiment With Photos and Copy For automotive marketing in particular, Realize’s Creative Shop found that including a person in visuals leads to a 4% increase in conversion rate (CVR), and that avoiding text in visuals leads to an increase of 11% CVR. Test variations of your imagery to see if you can capture these gains as well. ### 3. Get Every Detail Right Automotive marketers should make sure every image is current for savvy online users. Keep it natural, too, infusing authenticity with candid shots, real-life settings, and natural lighting. Strong colors can also help ads stand out to prospects. ### 4. Make Engagement Easy Try some fun ways to compel users to learn more, such as with interactive, gamified, or quiz-based calls to action like “Find Your Perfect Model” for auto shoppers. See how you might incorporate immersive visuals, like large, high-quality hero images and videos. ### 5. Put the Car Front and Center Car shoppers like to see luxury vehicle interiors, so include close-up shots of premium materials, sleek, modern dashboards, or other advanced features. Make sure to capture unique or new features (particularly when marketing electric vehicles), and incorporate movement wherever possible. ### 6. Encourage Interaction For display ads, consider how you can bring audiences in with subtle motion or rich media designs, so users can engage with a click, hover, or swipe. In general, use elements of surprise and exclusivity in ads to elicit reader curiosity and urgency. ## Key Takeaways Automotive brands require top-notch creative advertising, with visuals and copy that can engage car shoppers throughout their buying journeys. Marketers and advertisers can take advantage of trends data that shows which ad details prospects respond to best, incorporating those tips into their own campaigns. ## Frequently Asked Questions (FAQs) ### What are the best practices for ad creative in automotive campaigns? While ad creative for automotive campaigns follows many of the best practices of marketing generally, there are some key areas of focus. High-quality imagery is essential for automotive ads. Visuals should be appealing, with the correct aspect ratio, and show cars in motion as well as their premium features. In addition, encourage click-through rate and conversions with special offers, particularly local ones, and make sure the mobile experience is seamless. ### What are some effective creative strategies for automotive video ads? Video is a great fit for automotive, since there’s so much movement to capture, and marketers can create successful videos by telling a human story. Automotive purchases are frequently driven by emotion, nostalgia, or a sense of the brand connecting with a driver’s lifestyle, so marketers can create engaging storylines. In addition, marketers can use interactive video features for more engagement and personalization, while AR (augmented reality) and VR (virtual reality) also work well for automotive. ### What makes a successful automotive creative ad campaign? So many factors go into a successful automotive creative ad campaign, and it starts with knowing the intended audience and the campaign’s goals. Use a multi-channel approach across digital, social, and more traditional options where appropriate. Tell a creative, unique story about the automotive brand you’re promoting to connect with prospects, and include an emotional connection where it makes sense. Finally, it’s essential to show off key features and benefits so users are fully informed as they’re researching vehicles. --- ### 4 Benefits of Referral Programs: How They Connect Brands and New Users URL: https://www.taboola.com/marketing-hub/referral-programs-benefits/ Last Modified: 2025-07-15 08:52:48 In an era of constant messaging and ads from multiple brands, referral programs are all about who you know. It’s a refreshing change from trying to squeeze more leads and buyers from an increasingly fatigued base of web users, and increasingly crowded social and search channels. Referral programs are an inexpensive, effective type of marketing, and for B2B companies in particular, they can bring in highly qualified leads more easily and naturally than many other marketing programs. Those referring in new leads may have worked closely with that lead, bringing an understanding of why the product will be helpful. Referral programs work best as a type of acquisition tactic. Well-run, established referral programs can help boost revenue and bring other benefits for advertising, e-commerce, and other types of companies. ## 4 Benefits of Referral Programs ### 1. Cost-Effectiveness By any measure, marketing and sales costs only keep growing as channels and mediums proliferate. One survey found that customer acquisition costs (CAC) rose 222% between 2013 and 2022. In addition, advertising costs keep rising for businesses — especially vexing for small and medium-sized businesses — and tactics like bidding on popular keywords can make some ads unaffordable. The phasing out of third-party cookies also added a big challenge for advertisers, who have had to start from scratch with gathering first-party data to enable better targeting. With all these challenges, a referral program can bring in highly qualified leads who are already familiar with your brand. It’s a more personal, less digital way to connect with clients, former colleagues, and others who can benefit from a brand, and it’s a much shorter sales cycle or funnel journey. When a lead starts out as a referral, it tends to lead toward a lower churn rate — 18% lower than from other marketing channels, according to Wharton School data. That saves money for the business, as does the lowered customer acquisition cost. ### 2. Better Outcomes While brands save money implementing and using referral programs, they also see better outcomes across many typical marketing and sales metrics. Those hard numbers are in addition to improvements in trust, enthusiasm, and brand recognition. Since referral programs depend on the referrer knowing and understanding the business challenges and goals of those they’re referring, there are typically upticks across several metrics categories. Positive outcomes for leads or customers through referral programs include: - Referred customers are more likely to stay with your company, with a 37% higher retention rate. - Those qualified, referred leads bring in more revenue — one study found that referred customers bring in at least 16% more in profits. - When referral marketing is implemented correctly, customer acquisition cost decreases by 13%, since those customers make faster decisions. - The customer lifetime value (CLV) of a referred customer is, on average, 16% higher than that of a non-referred customer. ### 3. A Brand Boost Brand-building is an ongoing project, and for smaller businesses, it can be too pricey to run large-scale, splashy digital ads, or to compete on search and social channels. These companies can benefit from referral programs as another way to build name recognition and brand trust, in addition to the other metrics mentioned above. Word-of-mouth marketing is powerful for lead generation — 85% of small businesses say that word-of-mouth referrals are the number one way that new prospects discover them. Another survey also found that word of mouth is a highly trusted tactic, with 90% of people trusting word-of-mouth marketing over other types of advertising. ### 4. Loyalty Increase Capturing customer loyalty and turning new customers into return users is harder than ever, with competition high and consumer trust in marketing lower than in years past. Referral programs cut out much of the funnel to convert a referral into a user, and from there, into a repeat customer. Referred customers are more loyal, with higher lifetime values, and they tend to purchase more than customers acquired via other channels. Referral programs can increase customer retention rates by up to 37%, so those customers are more valuable over time. For B2B referral programs, those referring in new leads likely understand the challenges and needs of the people they’re referring, and how the product can specifically help them. That connection can lead to yearslong subscriptions or product usage. ## Key Takeaways A well-run, established referral program can benefit both the company running it and the users who are referred in. Referral programs are an inexpensive, high-value marketing tactic that bring lots of benefits, including higher CLV, faster conversion rates, and increased brand trust and loyalty. ## Frequently Asked Questions (FAQs) ### How can I start a referral program? Start with your goals and potential referral sources, then pick the incentives you can offer and decide how you’ll promote the program. Once the program is established and launched, make sure you’re tracking referrals, qualifying leads, and measuring the success of those users who came in as referrals. Make sure to offer training for sales and customer service teams so they can nurture and serve those leads, and then customers. To capture that brand excitement up front, businesses should initiate referrals as soon as they’ve converted a new customer, when they’re excited about the product. ### What are the different types of referral programs? There are a few types of referral programs to consider. There are those based on an incentive structure, such as ones that reward just the referrer, or the customer; those that reward both; and tiered programs that offer increasing rewards based on the number of referrals. Other aspects of referral programs include how users can refer others, whether by email, social media, reviews, or more. Businesses can also explore approaches like contests and sweepstakes, brand ambassador programs, gift card or discount offers, exclusivity offers, and waiting lists, where a user can move up by referring others. ### How do you measure the success of a B2B referral program? Many typical marketing metrics work well for referral programs. Focus on the ones that typically do well with referrals or word-of-mouth tactics: conversion rate, lifetime value, repeat purchases or renewals, and cost per acquisition. For referral programs specifically, track referral rate, or the percentage of new customers acquired through referrals, to see how the program is performing over time. --- ### 6 Financial Services Marketing Trends to Watch in 2026 URL: https://www.taboola.com/marketing-hub/financial-services-marketing-trends/ Last Modified: 2026-03-16 12:10:11 In the financial services sector, there’s always a tricky balancing act, raising brand awareness while maintaining strict adherence to consumer privacy laws. In 2026, as these privacy concerns take center stage, banks, credit unions, fintech solutions firms, and other financial services providers are all rethinking how they engage with consumers, while also trying to build trust. With such a constant evolution of consumer expectations and the relentless march of innovation in technology, it can be tough to keep on top of it all. To help you figure out what’s what, here are six trends currently shaping financial services marketing strategies. What’s changed in our 2026 update: - All entries include updated and current information and advice. - All stats and figures updated with new and current information. - All new graphs and graphics added. - All FAQs updated with current information. ## Trend 1: Building Digital Trust and Security in Financial Services Marketing Artificial intelligence (AI) has become a useful tool for financial services providers. At the same time, though, it’s also creating new challenges. The emergence of deepfake scams and other types of AI-generated fraud means consumers need to remain vigilant. For financial services marketers, that brings a new challenge to overcome: How do you make it clear that your platforms and services are safe? Here are some key statistics eroding consumer trust in 2026: - A.I.-driven fraud now constitutes 42.5% of all detected fraud attempts in the financial sector. This highlights the growing need for robust digital trust measures. - 60% of companies faced AI-enabled attacks in the past year, showing a sharp acceleration of AI-based fraud and scam tactics - Personalization is a must. Of customers surveyed, 71% expect personalized interactions with brands and 76% get frustrated with more generic messaging. - 72% of financial institutions are concerned about data quality. In 2026, it’s more important than ever to be transparent with both prospects and existing customers. Communicate clearly the measures you’re taking to keep consumer data safe, including security measures and data collection protocols. Even if customers don’t read every word of the privacy policies on your site, notifications when you have updates can remind them that you take security seriously. Customer testimonials can also build credibility for financial services brands. In addition to statements about your services, make sure you have at least a couple of testimonials that speak to your commitment to security. A word of warning, though: The financial services sector is tightly regulated to protect consumers. As a marketer, you’ll need to avoid misleading claims of the type laid out by the Federal Trade Commission as Unfair or Deceptive Acts or Practices. You’ll also have to make sure your disclosures are in compliance and keep your email marketing in line with the CAN-SPAM Act. Building consumer trust goes beyond your marketing tactics. When your business prioritizes security and transparency, that will show through to your customers. ## Trend 2: Personalization and Customer Experience in Financial Services Financial services marketers have a number of cutting-edge tools at their disposal, and those tools have made personalization easier than ever. That means for marketers in the space, personalization is becoming crucial for staying competitive in a field crowded with banks, credit unions, and solutions providers. Today’s financial services marketers harness data analytics and AI to deliver tailored experiences to both potential and existing customers. Here are some of the top strategies they’re using: - Data-driven insights: Using customer information, marketers are personalizing advice, offers, and messages across all platforms, whether they’re communicating by email or creating and distributing display ads. - Seamless digital journeys: Consumers don’t always stick to one device when shopping for financial services. Savvy marketers are focusing on providing a seamless journey as customers move between mobile devices and desktop. - Long-term engagement: Winning a new customer is only the beginning: Financial services marketers are now focusing on fostering long-term relationships through personalized interactions that evolve over time. Here’s what else you need to know: - 72% of customers cite personalization as a deciding factor in where they bank. - 84% of customers would switch banks for timely, personalized advice, and 74% would stay loyal when tailored insights and automated money management are offered. - 73% of customers expect more personalization as technology advances, while 64% expect it as their spending increases. - Omnichannel personalization is essential to good customer service. While 79% of customers want consistent communication across departments, 55% percent feel communications are too disjointed. Source: Salesforce Personalization isn’t an option in 2026 — it’s required to remain competitive. The right tech tools make it easy to responsibly target customers and personalize interactions to boost engagement. ## Trend 3: The Rise of Mobile-First and App-Based Financial Services Marketing At one time, mobile was considered a “second screen,” with most consumer activity happening on a laptop or desktop. In 2026, though, apps dominate the space, which means mobile marketing should take center stage in your strategies. Here are some stats showing just how consumers access financial services today: - 54% of U.S. bank customers say they use a mobile app as their primary way to manage an account. - 52% of customers check their favorite financial app at least once per day. - Customer satisfaction with financial apps remains high. 84% of mobile banking users report satisfaction with the mobile experience on their primary financial app. Source: American Bankers Association Banks and credit unions have especially embraced the app experience, putting pressure on other lenders to offer fully functional apps to their customers. But, it’s not enough to offer an app: To fully engage customers, financial service marketers should optimize their app’s functionality and user experience. Customers should find the app easy to use, with intuitive screens and all the features they need. Personalizing each user’s experience can be a great way to engage customers. For banks and credit unions, it’s especially important for apps to be fully featured, giving account holders the same services they’d receive if they visited a branch. Once customers have the app, they should be able to opt in to receive push notifications. Make sure these notifications are related to information a consumer wants, such as when a bank balance drops below a certain threshold or a new statement is ready. Even the best app will flounder if customers can’t find it, so be sure to include easy download options in customer emails and other communications. In terms of making it discoverable to people searching, use the right keywords for your app’s title, subtitle, and description, and always check to ensure you’ve chosen the right category. You’ll also want to use eye-catching images for your icon and screenshots, making sure they accurately describe what your app offers. Competition is fierce in the financial services sector, but with a little extra work, you can stand out. Personalization and optimization are key to winning new customers and keeping them around for years to come. ## Trend 4: Leveraging Content Marketing and Financial Literacy Initiatives Content marketing has emerged as a powerful way for financial services marketers to connect with customers. By providing information that answers questions consumers have, you can stand out from your competitors. A few key stats show the demand for financial education in the United States: - Financial literacy rates in the U.S. remain low, with adults answering only 49% of personal finance questions correctly on average. - Baby Boomers and the Silent Generation showed the highest financial literacy, at 55%, while Gen Z had the lowest, at 38%. - 61% of U.S. adults say they’d be uncomfortable discussing their bank account balances with close friends or family. - Women tend to report lower confidence and often score lower on financial literacy assessments than men. GMF, a leading mutual insurance group, demonstrated how powerful educational content can be. Through display ads pointing to a landing page offering helpful information about GMF’s products, along with the option to submit their information to move further down the funnel, GMF boosted lead volume by 82%, exceeding its goal. Whether you choose blog posts, videos, webinars, interactive calculators, or a combination of all of the above, you’ll need to touch on the topics that interest your customer base. Depending on the type of services you offer, here are some ideas for educational content: - Budgeting: Step-by-step guides on creating a budget, along with budgeting templates, tend to be popular with consumers. - Credit scoring: Whether consumers need to improve their credit score or build one from nothing, a guide to how scoring works can help. - Debt reduction: With the average consumer debt topping $100,000, it’s more important than ever to explore manageable ways to pay off loans and other debts. - Saving: Setting aside money, whether for next summer’s vacation or eventual retirement, can be tough. A guide going through small steps to save can help consumers start down the right path. - Investing: Many consumers are daunted at the prospect of putting money into the stock market. A beginner’s guide covering various investing options, along with their level of risk, could work well for an investment firm or bank. As you’re creating educational content, don’t forget search engine optimization. With consumers increasingly relying on voice search, AI-powered search tools, and conversational queries, financial service providers have a prime opportunity to create content that answers some of the most frequently asked questions within their vertical. ## Trend 5: The Strategic Use of Social Media and Influencer Marketing in Finance Social media remains one of the best places to find an audience. In 2026, however, many financial marketers are reporting flatter returns from traditional social campaigns. Audience saturation, ad fatigue, algorithm inefficiencies, and rising ad costs are some of the top reasons marketers believe social is less effective these days. Don’t toss your social media strategy out the window just yet, though, because with the right approach, you can still get a decent return on investment for your social media efforts. The first step is to choose social media platforms that match your marketing goals and typical demographics. If you’re trying to reach younger consumers, for instance, short-form videos on TikTok might be a better approach, while customer testimonials on Facebook or YouTube could help you reach older audiences. Influencers can help financial services marketers get in front of consumers, too, but again, it’s important to remain compliant while doing so. The Federal Trade Commission maintains strict rules for disclosing paid partnerships, and those rules apply whether you’re compensating the influencer with cash or free products or services. Analytics are the last piece of the puzzle when it comes to social media marketing. It’s important to regularly track performance on all your efforts, from social media posts to paid ads to influencer collaborations. By gathering this data and letting it inform future marketing efforts, you can boost efficiency. A few interesting stats on social media and influencer marketing include: - 24% of investors say they receive financial information from social media, and 35% of respondents under 30 rely on social media for financial insights. - In the general consumer population, 47% say social media has helped improve their financial decision-making, but that rises to 62% among Gen Z. - 58% of adult consumers have purchased products because of an influencer endorsement. ## Trend 6: Navigating Regulatory Landscapes and Compliance in Digital Finance Marketing Financial service providers face tighter regulations than many other industries, and those regulations have to be considered when you’re planning and launching marketing campaigns. Here are some statistics relating to regulation and compliance in 2026: - Only 10% of financial institutions use a fully automated compliance management system, while 58% combine automation with spreadsheets and/or email. - 25% of financial institutions expect their compliance budgets to increase in the next 12 to 18 months, while 45% expect budgets to remain flat. - Compliance teams using manual processes report 7x more examiner questions and concerns and 4x lower satisfaction with staffing and strategic influence than those using automated tools. - In 2024, the Financial Industry Regulatory Authority (FINRA) reviewed 75,125 advertisements and sales communications. The agency logged 730 disciplinary actions. Source: Ncontracts In 2026, marketers need to pay close attention to: - U.S. Securities and Exchange Commission (SEC): Financial services marketers must comply with the SEC’s Rule 206(4)-1, otherwise known as the marketing rule. This rule sets strict requirements on statements that can be made in marketing and advertising. - FINRA: This nonprofit regulates brokers and exchange markets. Under FINRA regulations, marketers must ensure all statements are accurate, fair, and not misleading. - Truth in Savings Act of 1991: Also known as Regulation DD, this act requires disclosures on all terms and conditions that come with a new account or lower interest rate. - General Data Protection Regulation (GDPR): This applies specifically to European customers. If you market outside the U.S., it’s important to be aware of GDPR’s restrictions on how EU consumer information can be collected and used. Following these regulations will not only help you avoid legal repercussions and steep fines, but you’ll also be able to build trust with your customers. Just remember, you’ll need to be proactive to ensure your marketing campaigns are 100% compliant. Some key compliance strategies include: - Keeping an eye out for any changes in federal and local regulations that might apply to your marketing. - Conducting frequent audits of your marketing materials to ensure you’re in compliance with all current regulations. - Educating all relevant staff on compliance regulations and putting best practices in writing. - Leveraging tools that help automate the process of checking marketing materials for any compliance issues. ## Key Takeaways In a privacy-conscious sector, financial services brands can build trust by prioritizing transparency and security in all marketing efforts. In 2026, personalization is essential, and AI can help with delivering tailored experiences that satisfy individual consumer needs. When gathering data and using it for targeting, though, it’s crucial that financial services brands pay close attention to privacy regulations in addition to all compliance requirements. By creating engaging educational content and optimizing your mobile apps, you can build trust while making your marketing work for you. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for financial services in 2026? Social and search remain relevant in 2026, but soaring ad costs and customer fatigue have led financial service marketers to diversify their efforts. Pay-per-click, native, and display advertising, alongside email marketing, are solid performers for finance messaging, with greater emphasis on privacy-safe targeting, contextual relevance and creative optimization. Using technology to improve targeting and personalize your ads can keep you competitive. ### How can financial institutions generate leads and acquire and retain customers cost-effectively online? For financial marketers, 2026 is all about winning and retaining customers while also keeping costs low. Banks and credit unions are focusing on personalizing their marketing efforts to ensure each message has maximum impact. Many financial institutions now rely heavily on AI-powered tools that can deliver targeted content and offers, boosting the chances that recipients will take action. In addition, first-party data strategies, improved onboarding flows, and frictionless mobile experiences play a growing role in lowering acquisition costs. Investing in user-friendly apps and offering useful educational content can improve customer loyalty, effectively reducing acquisition costs. ### What are some successful examples of financial services digital marketing campaigns? Successful digital marketing campaigns in the finance sector often combine personalization, educational content, and the strategic use of technology. JPMorgan Chase is just one example of some of the biggest brands prioritizing financial literacy. The multinational corporation dedicates a section to its website called Research, and in that section, you’ll find thought leadership content and original research that helps establish it as a trusted resource. If you decide to go this route, don’t stop at publishing the content: It’s important to promote it in different formats on different channels to make sure it’s viewed by the widest possible audience. ### How is AI impacting the financial services marketing landscape? AI stands poised to impact every area of financial services marketing, from targeting and hyperpersonalizing content, to image and copy creation, to chatbot-powered customer service and analytics. Financial services marketers can analyze large swaths of data to get never-before-available insights, then use that information to identify trends and customer needs. In 2026, AI is increasingly used for predictive modeling, creative testing at scale, and real-time campaign optimization, and it can also be used to audit marketing processes to ensure regulatory compliance. ### What are the key metrics for measuring success in financial services digital marketing? Before you can use the latest tools to measure your marketing success, you need to understand the most important metrics. In 2026, key performance indicators for banks, credit unions, investment brokerages, and other financial services providers include customer acquisition cost, customer lifetime value, cost per lead, and conversion rates. Financial services marketers should also pay attention to engagement metrics like click-through and open rates, as well as retention, lifetime engagement, and incremental lift across channels. Overall, paying attention to your return on investment can help you ensure you’re getting the most out of your marketing efforts and expense. --- ### Building High-Converting eCommerce Funnels with Native Content: Xevio Blog Series (Part 2) URL: https://www.taboola.com/marketing-hub/building-high-converting-ecomm-funnels-with-native-content/ Last Modified: 2025-07-19 15:23:58 In the first part of our e-commerce interview series, Xevio co-founder and CEO Nadim Kuttab gave his thoughts on the ins and outs of driving direct response sales on the open web. In this installment, we shifted our focus to discussing how to effectively use native advertising in e-commerce funnels. Read on to discover an all-too frequent landing page error, advice for accurate attribution, and Kuttab’s two biggest conversion killers. ### How do you design an e-commerce funnel specifically optimized for native advertising traffic? Native funnels are linear, so what you want to avoid is having a lot of different product alternatives or options. For example, sending people from your advertorial to your homepage, where they have 400 products to choose from, is a terrible idea. Too much choice will lead to people not knowing what to buy and, therefore, not buying directly. Use linear funnels where there's maybe a couple of additional bundle options, but that's it: You don't want to give people the option of 300 different types of socks or pants or shirts, just keep it very straightforward. If anything, upsell in the checkout process, but the key is not giving them too much choice, because you'll lose them. You want to push them through that funnel, not get them out on the sides. In terms of designing that funnel, there are a lot of good examples. I would look at what you see on the internet, see how they're structuring it — I would never copy content, but look at the format of how they're running: What is the messaging in the ad, what is the structure of the content pages, how are their checkout pages built, how are their bundles structured? Those are things you can look at, learn from, and apply to your own setting. I should stress, if you copy their actual content, you're never going to be able to compete with the original content owners, you'll always be below them on the feed and therefore have substantially worse performance. I always say ripping off content is like, RIP — you're just going to lose in the game. ### What are the essential components of a high-converting landing page for e-commerce products on the open web? I'm going to define a landing page in this context as an advertorial — the content piece between an ad and the product page. We have a ton of information on this in our native hub, which I highly recommend people look at! In terms of the essential components of a landing page, I always say, give them context. Why are they here? Why is it relevant for them? Introduce the problem and explain why it’s relevant to the user, and what the user can do about that problem. Then, introduce a product that solves that problem before pushing them to action with testimonials and FOMO. That's the standard funnel of every single landing page out there, whether it's 300 words or whether it's 30,000 — there's a huge span there, but in essence, they're all structured like that. Capture the attention, capture the interest, take that interest, bring it towards a solution, and then sell a solution to their problem. ### What's the optimal balance between educational content and direct product promotion within an e-commerce native funnel? You need to start with education and then move towards promotion. If you have an ad that says “buy these shoes,” you’re directly selling, you’re not educating. You can be relatively salesy in your content, but you're going to pay a lot for that click on the ad level, and probably not going to be able to scale it as much, because your CTR is piss poor. Most of the really good Taboola native campaigns don't sell in the initial stages. They might present a problem, or a theory — there's a lot of people that want to save money on something, or who want to feel better about a problem, so you use that in your ads to capture the relevant audiences. Think of your ad as being like a net. If you have a super broad ad — imagine an ad that says, “Everybody who clicks here gets $100.” That isn't setting a filter, everybody wants $100! You're just going to get a bunch of people on your ad who want a hundred bucks for clicking, which obviously you're not going to give them. Because it’s misleading, a lot of people are going to jump off. On the other hand, if you have an ad that says, “Are you 38 years old and born in Atlanta? Click here,” it's too specific — you're never going to get anywhere because it resonates with too few people. You have to find the middle ground. If I have a product for back pain, for example, I would have my first paragraphs be about how many people suffer from back pain, why it's so annoying, and how it can really inhibit living a happy and healthy life. Then I’d introduce a solution that's easier and cheaper than most people think and therefore you should check it out here, etc. That would be the structure, where most of the pages are educating instead of selling. ### How can advertisers leverage Realize's flexible creative formats to enhance their e-commerce funnels? Realize is relatively fresh, so I don't think we’ve fully cracked everything that can be done with Realize’s new ad formats, yet! But, what we have noticed is that creating campaigns in four specific formats and targeting these different pockets of traffic individually can be incredibly effective. Then, we're just playing around with different ideas for each type of format until we find something that works. I recommend everyone try it! If you have a general campaign that performs, break it out into, say, email, in-app, display — try these different pockets of traffic that will perform differently and try to crack an approach, especially on the ad level. ### What are common conversion killers in e-commerce native funnels, and how can they be avoided? First off, treating it like Facebook. It's not Facebook! You do not have an algorithm that will find you pockets of people to run, just remember that — you have a bidding mechanism that will limit your costs and try to be efficient in finding you clicks, but you don’t have the ability to essentially microtarget people with an algorithm. Secondly, as I said, giving people too many options. I've seen so many brands fail, especially in e-commerce, because they're sending people to the homepage. It's depressing because it's so avoidable. Choose a product, choose a niche, choose a bundle, then focus on that bundle. Yeah, you can cross-sell them later via email, that's fine, but just get them to buy something first so you can scale and spend your money profitably on Taboola. Those are the two biggest pitfalls. There are so many small things that you can do wrong, but they normally don't have as big of an impact. To go back to the Facebook point, I’ve seen people come from Meta and just expect to see success because they were successful on Meta, but the truth is that I've seen brands fail because they didn’t look at Taboola as its own traffic source, instead seeing it simply as an extension of what they were doing on other other social channels. That's a great way to lose a bunch of money on learning nothing, because you're not testing, and you're not using the product correctly. ### How do you ensure seamless tracking and attribution across the entire e-commerce funnel on the open web? You need to have a tracker, period. Choose a model, stick with that model and make sure that you're using it across your entire business. Otherwise, you'll be double counting. If you only use the conversions in the individual traffic sources — say, if you look at Meta and Google and Taboola independently — you're going to have a lot more conversions than you actually have sales. You need to have a system in place that allocates revenue to spend. I'm not here to tell you what the best system for that is, because it really depends on the use case, but we've seen a lot of success with Triple Whale, and are relatively happy there. --- ### Google Core Web Vitals: The 101 Metrics Google Uses When Evaluating Web User Experience URL: https://www.taboola.com/marketing-hub/google-core-web-vitals/ Last Modified: 2026-06-22 08:34:16 When you have a doctor’s appointment, what are the first things the physician checks out? Is it the health of your nail beds and the hair on your neck? Or, is it your lungs, your heart, your eyes, and so forth? Google is much like an examining doctor when it comes to evaluating a web user’s experience with any given website: It evaluates the most important parts of a web page’s form and function, and this analysis helps determine how well (or how poorly) a website will be featured in search results. When a site has “healthy” pages, it will rank better. When a site is on the sickly side, to extend my metaphor, it might be lost far down in those search results, hardly ever to be found at all. Which can be a shame, because a site with well-written copy, good deals, funny memes, and so on might be essentially lost just because a few elements weren’t properly in place. ## What Are Core Web Vitals? There are three main core web vitals (CWV) Google looks to, and I’ll break those down in detail in a moment. To give you a top-level understanding, though, Google’s core web vitals are essentially an analysis of how well a web page loads. That is to say, how quickly the page loads, how well formatted the page appears once loaded, and how responsive it is to user interaction. If Google were the doctor in my example above, the vitals can be thought of as those things that just have to be in place to call a page healthy. ## What Are the Main Core Web Vitals? The three main core web vitals that Google considers when evaluating a web page — and determining how well it will rank in search engine page results (SERPs) — are as follows: ### LCP: Largest Contentful Paint This is the measure of how long it takes the largest “content element” of a page to load fully. Think of a large carousel of images atop a page, or a video waiting to become visible. Google can measure a page’s overall loading speed (or sluggishness). ### CLS: Cumulative Layout Shift You’ve probably noticed that some web pages are shaky, unstable, and erratic as they load, with content appearing in different places, loading layered over other parts of the page, and generally what might be called wonky, to use a nontechnical term. That’s high layout shift, which is not a good thing in the eyes of Google’s algorithms. Pages that maintain visual stability as they load have lower shift, which Google likes, because it makes a user’s experience better. ### INP: Interaction to Next Paint Formerly called first input delay (FID), INP measures the responsivity of a web page to a user’s action, be that clicking on a link or video on a computer, or tapping something on a smartphone or tablet. ## Why Are Core Web Vitals Important? Core web vitals are important because they measure potential user experience, and in so doing, greatly influence search engine rankings. They measure the aforementioned aspects of a web page's performance (loading speed of major visual elements, visual stability, and user interactivity efficiency) which significantly impact how users perceive and interact with a website. By focusing on making sure these metrics are in good order, site owners/managers improve user satisfaction and potentially increase conversions. In this way, paying attention to core web vitals is a part of search engine optimization (SEO) that can’t be overlooked. This is also very much the case for marketers placing paid ads online. Core web vitals can have a large impact on the performance and cost-effectiveness of paid advertising campaigns, for better or for worse. Optimizing core web vitals for landing pages can lead to better ad rankings, lower cost-per-click rates (CPC), and improved conversion rates. ## How Did the Last Google CWV Update Affect Websites? The last major CWV update at the time of this writing was in March of 2024, though Google has made several additional changes since then, such as that INP replacement of FID noted above. The updates have mostly re-emphasized the importance Google puts on user experience, further attempting to improve the quality of user experience by prioritizing high-quality content and penalizing low-quality pages and sites. ### Quality Content Prioritization The update intends to show users more content that is high-quality, genuinely useful, and fact-based (when applicable), and less content that feels as though it has been created primarily for search engines to track it down and serve it up. ### Reranking The March 2024 core web value update initiated the reranking of many sites, with those found to be populated largely with AI-created images and content being reduced in rank, while those with genuinely original copy and graphics were weighted more heavily. ### Site Deindexing Google has become much more active in its deindexing of websites it finds to have extra low-quality content, or that it finds to be in violation of its policies. The company stated that it aimed for a 45% reduction of poor-quality content. ## Core Web Vitals Effect on Ads If the sites on which you’re running ads have poor core web vitals, you’re probably throwing away a lot of cash. ### CLS Issues CLS stands for cumulative layout shift, a measure of a web page’s visual stability as it loads. CLS can significantly impact ad performance and revenue, as poor CLS (often caused by ads loading asynchronously and by shifting page content) leads to a negative user experience, potentially resulting in lower ad engagement, missed impressions, reduced conversions, and lost ad revenue. ### Heavy Ad Issues Heavy ads are online advertisements that consume excessive system resources, leading to slow website loading times and increased data usage. CWVs significantly impact the performance and effectiveness of heavy ads by influencing user experience and ad revenue. Poor CWV caused by heavy ads can result in missed impressions, higher CPCs, and lower ad revenue. ### Paid Ads Core web vitals significantly impact paid advertising, particularly within Google Ads. Websites with strong CWVs often experience better ad rankings, lower cost-per-click rates, and increased ad revenue. ### Lazy Load Ads Lazy loading is a technique where ads are loaded only when they are about to become visible on a user's screen, rather than all ads being loaded at once when the page itself initially loads. This approach improves a site’s performance by reducing the initial load time. CWVs significantly impact lazy-loaded ads. Properly implemented lazy loading can improve page load times and enhance user experience, which positively affects CWV evaluation. ## Key Takeaways Core web vitals are a pulse check Google uses to analyze how well a web page would perform in the eyes of a user. CWV involves three primary metrics: LCP (largest contentful paint), INP (interaction to next paint), and CLS (cumulative layout shift). These measure load speed of major visual elements, the speed at which a page reacts to user actions, and the visual stability of a page as it loads, respectively. When these metrics are all in good working order, it improves a site’s search engine optimization and can lead to more views and, in many cases, better ad revenue. When a site’s CWV is off, it can mean the site is buried in Google search results and ad spend is wasted. ## Frequently Asked Questions (FAQs) ### Why do people worry about core web vitals? People who manage sites care about CWV because they are a set of metrics that directly impact user experience and, consequently, influence search engine rankings. By optimizing for these vitals, websites can improve user engagement, reduce bounce rates, and potentially achieve higher rankings in search results, making them a crucial aspect of SEO. ### Why is it called “paint” in CWV? The term “paint” in this context is used because much of core web vital analysis is about how quickly pixels load and change. Think of those pixels as digital paint that shifts to show new content, be it video, ads, text, and more. ### What is the most important core web vital? All are important measures of overall web page health and performance, but one could argue that LCP, or largest contentful paint, is the most important, because the loading of major visual elements plays a major role in how users perceive the overall efficacy of a site. --- ### Customer Journeys: What Are They? How Are They Managed? URL: https://www.taboola.com/marketing-hub/customer-journey/ Last Modified: 2025-07-15 09:57:42 To convert a potential customer into a lifelong one, it's essential to understand every step of the customer journey. This journey offers businesses a chance to attract, meet, engage with, and earn customers across multiple stages. A comprehensive understanding of these stages will enable your business to create tailored solutions that strengthen loyalty and improve brand interactions. It's important to recognize the data received at each stage, the challenges encountered (such as misconceptions or service issues), and to explore effective strategies for improving engagement and customer satisfaction. ## What Is the Customer Journey? The customer journey is the complete experience that each customer has with a brand, and is an essential element of business. It can be likened to any other journey, with a starting point, a destination, and various steps in between. The ultimate goal is not just making a purchase, but ensuring a positive experience with your product or service, which can include after-sales support, leading to customer loyalty. Overall, the customer journey offers valuable insights into how customers think and behave, starting from their initial awareness of the brand to their interactions after making a purchase. Incorporating these insights into your marketing strategies will enhance lead generation and facilitate more efficient marketing. ## Customer Journey Mapping: What Are the Customer Journey Stages? Mapping the customer journey typically consists of five key stages. Three of these stages occur before the acquisition of a customer (Awareness, Consideration, and Decision), and two occur after the acquisition (Retention and Advocacy). Each of these stages requires different psychology and activation of the customer, so let's break them down: ### 1. Awareness The awareness stage represents the initial point at which potential customers become aware of a specific need or desire. This realization leads them to investigate various brands or products that could meet that need. During this phase, marketing approaches focus on increasing brand visibility and recognition, making sure that the target audience not only notices but also remembers the available options. The priority here is establishing a strong market presence, utilizing compelling visuals and messaging to attract attention and spark interest. ### 2. Consideration During the consideration stage, customers actively explore their options, comparing products or services that might meet their needs. They gather information, read reviews, and assess the advantages and disadvantages of various options. ### 3. Decision In the pivotal decision phase, customers find themselves poised to make a purchase. Influenced by their past experiences, along with the valuable insights gathered during the consideration stage, they carefully evaluate their options before determining what product to buy and which vendor to choose. ### 4. Retention After a purchase, it is essential to maintain the customer’s interest. Brands should strive to deliver an exceptionally smooth and enjoyable experience, providing comprehensive support and actively nurturing relationships to cultivate lasting loyalty. ### 5. Advocacy If you’ve done your job well, advocacy becomes simple. The customer is warmed up, educated, nurtured, led towards a purchasing decision, supported after making that decision, and now wants to share their experience with their peers about your product or service. At the advocacy stage, the customer will serve as a powerful asset, actively championing you to their friends, family, and colleagues. ## Why Are Customer Journey Stages Important? As a business owner, you want to convey the right message at the right stage, just as you would for each stage of a child's development, or the progression of a relationship. Understanding the stages of the customer journey is vital for several reasons: ### Tailored Experiences Each stage of the customer journey requires a unique approach. Understanding the needs of customers at each phase enables brands to create more personalized interactions, making them feel valued and understood. This strategic approach is key to improving customer engagement. ### Identifying Pain Points Mapping the journey helps to highlight areas where customers may face challenges. This proactive approach allows organizations to intervene and improve the overall experience, demonstrating a strong commitment to customer satisfaction. ### Resource Allocation Recognizing which stages require the most attention and resources can help in developing a more efficient marketing and sales strategy. ## Content and Messaging by Stage Each of the five stages of the buyer journey requires different content and visuals to connect with the customer. ### Awareness Stage At this point, informative and engaging content is essential. Brands can utilize blog posts, social media ads, and educational videos to highlight problems and solutions that are relevant to their customers. ### Consideration Stage Here, businesses should focus on providing detailed product information, reviews, case studies, and comparisons. Content that answers frequently asked questions can be particularly beneficial. ### Decision Stage At the decision stage, offer clear calls to action, promotions, and reassurance (such as guarantees and testimonials) to encourage customers to complete their purchase. ### Retention Stage Sending follow-up emails, offering loyalty programs and providing helpful resources, can ensure that customers feel valued and appreciated. ### Advocacy Stage Encourage satisfied customers to share their experiences through testimonials and social media engagement, thereby fostering a sense of community and attracting new customers. ## Advantages of a Customer Journey Map ### Enhanced Customer Understanding A well-structured map provides businesses with valuable insights into customer behavior, preferences, and pain points, enabling them to cater directly to their customers' needs. ### Improved Communication By identifying the appropriate messaging and channels for each stage, brands can enhance their communication efforts to better resonate with customers. ### Increased Customer Loyalty By optimizing each stage of the journey, businesses can create a more satisfying experience, resulting in higher retention rates and increased brand loyalty. ## Biggest Challenges of Mapping a Customer Journey There are also some challenges to this mapping, which are good to be aware of in order to head them off at the pass. These include: ### Complexity of Customer Paths Customer journeys are rarely linear, and sometimes come with friction points or even gaps. Customers may switch channels or regress to previous stages, making it challenging to create a straightforward map of the customer journey. It’s vital to understand and address these points in order to avoid preventable loss of leads mid-funnel. ### Data Overload With numerous touchpoints and data sources, distilling relevant insights can be a daunting task. Businesses need to focus on the most important metrics and customer feedback. This includes the post-purchase portion of the journey. ### Organizational Alignment Ensuring that all teams understand and are aligned on the customer journey can be a challenge. Collaboration across departments is vital for delivering a consistent experience. ## How to Build a Customer Journey Map Creating a customer journey map to outline potential paths should be the first step in your marketing plan. You can use data to analyze customer interactions, improving each step to remove barriers that potential and existing customers face. ### Research and Gather Data Collect both qualitative and quantitative data through customer interviews, surveys, and analytics to better understand customer behavior and preferences. ### Define Stages Clearly outline the key stages of the customer journey relevant to your business — a customer journey for an enterprise buyer would look very different to that of a freemium SaaS user, e.g. — focusing on the customer's interactions and emotions at each stage. ### Identify Touchpoints List all touchpoints along the journey, noting how customers interact with your brand through various channels. ### Analyze and Optimize Use insights gathered during mapping to identify areas for improvement in the customer experience, continuously revising the map as necessary. ## Ways to Use Automation in Customer Journeys You can use automation in several ways to personalize your customer's journey and make them feel attracted to your brand, such as: ### Personalized Messaging Automation tools can send personalized messages to customers based on their behavior, ensuring relevant communication at the right time. ### Streamlining Follow-Ups Automated emails can handle post-purchase follow-ups, offering customers assistance or incentives for future purchases. ### Gathering Feedback Utilize automated surveys to gather customer feedback following specific interactions, enabling the identification of areas for improvement. ## Customer Journey Metrics ### Conversion Rates Tracking how many customers progress from one stage to the next can indicate the effectiveness of the journey. ### Customer Satisfaction Scores Measuring customer satisfaction at various stages can provide valuable insights into how effectively customer needs are being met. ### Repeat Purchase Rates Monitoring the rate at which customers return can help evaluate the effectiveness of retention efforts and the success of loyalty programs. ## Customer Journey Optimization Ongoing testing and continuous improvements will significantly enhance your business’ marketing efforts. The following approaches not only ensure quality but also foster innovation and adaptability, paving the way for greater achievements: ### A/B Testing Conduct A/B testing on messaging and content to determine what resonates most with customers at each stage of the journey. ### Continuous Feedback Loop Implement a system for ongoing feedback to continually adapt and optimize the customer journey. ### Performance Metrics Assessment Regularly review key performance indicators and metrics to adjust strategies in response to customer behavior and preferences. ## Multi-Channel and Omnichannel Journeys Creating omnichannel journeys for your customers ensures a smooth experience across in-store, online, and app interactions. When everything feels connected, it boosts engagement and builds loyalty. ### Create a Consistent Journey Across All Channels It’s important to maintain a coherent brand voice and experience, regardless of the channel customers choose to engage with. ### Map Cross-Channel Journeys Understand how customers transition between channels, ensuring a seamless experience whether they’re shopping online or in-store. ### Unify Customer Experiences Across Platforms Utilize technology to share customer data across silos, creating a unified view of the customer journey to foster better interactions. ## Customer Journey Tools & Platforms ### Mapping Software Utilize specialized mapping tools to visualize the customer journey, facilitating the identification of gaps and the optimization of experiences. ### CRM Systems Customer Relationship Management platforms can help track customer interactions, segment audiences, and automate communications. ## Key Takeaways Understanding the customer journey is important for any business seeking to enhance customer experience and engagement. By mapping the journey, recognizing key stages, and continuously optimizing the experience, businesses can foster loyalty and drive growth. ## Frequently Asked Questions (FAQs) ### What are the five main points of a customer journey? Awareness, consideration, decision, retention, and advocacy ### What’s the difference between the customer journey and the buyer’s journey? The buyer’s journey is a shorter, three-step process encompassing awareness, consideration, and decision. However, it doesn’t address how to retain customers after a purchase. ### How often should I change my customer journey mapping? The customer journey is constantly evolving. Once you've outlined your customer journey, it's essential to periodically reassess it to ensure it stays relevant and updated. Utilize website analytics, customer feedback, and social media metrics to aid this evaluation. --- ### 18 Digital Advertising Trends Performance Marketers Should Know Of URL: https://www.taboola.com/marketing-hub/digital-advertising-trends/ Last Modified: 2026-06-23 08:58:29 The digital marketing landscape is always evolving, but in 2025, the pace of change appears to be accelerating faster than ever, thanks to rapid technological advances and shifting consumer behaviors. From the rise of artificial intelligence (AI)-powered tools to the dominance of short-form video and the increasing reliance on first-party data, advertisers must continually adapt if they want to stay ahead. In this article, I’ll examine the key digital marketing trends shaping the industry today and provide insights on how to focus your efforts to maximize results. ## 18 Insightful Digital Marketing Trends Advertisers Should Know of ### 1. Social Media Short-Form Video Content Social media platforms remain critical to digital advertisers, but it’s important to note that the way users engage with social media is shifting. According to Hubspot, marketers say that short-form video delivers the highest return on investment (ROI), which means that advertisers need to adapt their strategies. Major trends include a shift toward short-form video on platforms like TikTok, Instagram Reels, and YouTube Shorts — even Threads is emerging as a promising platform for short-form content. - According to Sprout Social’s Benchmark report, almost 80% of people prefer to learn about new products through short-form video content. - 93% of marketers say they will invest more time in social media marketing in 2025, per the same report. ### 2. Combat Rising CPM Costs with Channel Diversification As advertisers continue to shift towards social media advertising, increasing CPMs and diminishing returns on popular platforms like TikTok, Meta, and YouTube are requiring them to increase their social ad spend. To lower costs, consider diversifying via efforts on the open web, where a mix of native and display ads, alongside content recommendations, can drive strong performance. Channel diversification also prevents advertisers from becoming dependent on closed platforms that can change dramatically with little notice, e.g., Twitter/X and Meta making changes to their content moderation policies. - TikTok’s Q1 2025 U.S. ad spend rose by 15.6%, according to EMarketer. - CPMs (cost per mille, i.e., the price an advertiser pays for each 1,000 impressions of an ad) continue to rise across several popular platforms, per the same report. ### 3. AI and Emerging Technologies In 2025, brands are using AI more than ever to create, test, deliver, and optimize their ad campaigns. Take content creation, for example: AI tools now allow you to generate multiple headlines and ad copy variations tailored for different campaign goals, audience segments, and platforms. This speeds up the creative process for advertisers, allowing them to experiment more quickly than in the past — and free up their time for more strategic work. Major ad networks, such as Google, Meta, and Realize, are also now utilizing AI-powered bidding strategies that analyze user behavior, enabling them to adjust bids in real time, helping to optimize spend. Some brands are also experimenting with features like AI-generated voices, synthetic media (sometimes referred to as “deepfake” tech when used for more nefarious purposes) for virtual influencers, and lifelike AI avatars, making digital content far more interactive. Ultimately, all of this will continue to change the way marketers work. - According to Hubspot, 92% of marketers say AI has already impacted their role. - Despite this, the same report found that only 47% of marketers clearly understand how to use AI in their marketing strategy. ### 4. Search In the past, marketers relied on finding high-volume, low-competition keywords that matched what people were typing into search engines. In Google Ads or other pay-per-click (PPC) platforms, this meant bidding on specific keywords. Theoretically, the better the keyword targeting, the more likely a campaign would convert. However, this method is less effective in 2025, as Google’s AI Overviews and Microsoft Copilot often provide direct answers instead of webpage links. This means that marketers need to consider AEO (answer engine optimization) as well as traditional SEO, and ensure their content clearly answers questions and covers topics in depth. They also need to optimize for new formats, such as voice and visual search. ### 5. Content Perhaps the most significant trend in content for 2025 is that AI-powered content has become the new norm. AI tools such as ChatGPT, Jasper, Synthesia, and Descript are transforming how written and video content is created and edited, and how quickly. Additionally, the combination of first-party data and AI is allowing advertisers to create highly personalized content based on real-time behavior, instead of relying simply on audience demographics. ### 6. Video Video remains a critical medium for advertisers in 2025, but other, highly interactive mediums, such as quizzes and polls, augmented and virtual reality (AR/VR), and audio (podcasts and voice content) are also performing very well. Regarding audio, consider this: There are more than 584 million podcast listeners worldwide, and the number is growing. (Source: Hubspot Blog) But, that doesn’t mean marketers should shift all their focus away from video, since, as mentioned, short-form video in particular continues to perform very well. ### 7. Voice Search/Visual Search AI-powered tools, such as Google Lens, Apple’s Siri, and Amazon’s Alexa, are changing how people interact with brands, as consumers rely on these voice assistants and visual discovery tools more than ever to search and shop. Google reports that commercial intent is detected in one out of every five Google Lens searches, and 80% of Gen Z rely on Google for all aspects of their shopping. ### 8. AR/VR Augmented reality (AR) and Virtual Reality (VR) technologies are starting to change the shopping experience for consumers. AR works by adding digital elements, such as images or text, to your real-world view through your mobile device or tablet. VR takes it a step further by creating a fully immersive digital environment that you can experience through a headset, such as the Quest 3, from Meta. In a recent blog post, Artlabs, an AI-powered 3D company, highlighted the following real-world examples of how AR is being used in retail shopping: - Nike Fit now utilizes AI-powered virtual try-on technology to provide shoppers with accurate shoe size recommendations. All you need to do is scan your feet with your smartphone camera, and the AR does the rest. You can use the technology for in-store shopping, but it’s especially useful for online shopping when you can’t try on the shoes before you make a purchase. - Eyewear brands are using AR technology to analyze customers' facial features. They can then use your image to show you precisely how different pairs of glasses will look on your face. - Swedish furniture giant IKEA has an AR app called IKEA Place. You scan your living space with your smartphone, and the app will show you how furniture will look in your living room or bedroom. This makes it easy to choose the right furniture colors or dimensions. This AR-powered virtual try-on technology offers many benefits for advertisers, including personalizing the shopping experience, reducing return rates, and increasing conversions. ### 9. Nicke Influencers for Higher Engagement Influencer marketing has been around for a while, but it’s maturing and even fragmenting somewhat, with marketers increasingly leaning toward micro- or nano-influencers (those with fewer than 100,000 followers): 68% of marketers reported working with a niche influencer during the past year, while only 32% worked with larger influencers. Advertisers can benefit from working with smaller influencers because, alongside their increased relevance, they’ve established a high degree of loyalty with their audience, and as such, can generate higher engagement and conversions. - 93% of consumers feel brands should stay culturally relevant online. - 90% of consumers use social media to keep on top of trends and cultural moments. ### 10. Personalization Gone are the days when advertisers could only target large groups of users by demographics or location. Using AI-powered ad networks, you can now adjust your ad creative in real time based on user behavior for a highly personalized experience. In a recent article on its website, Upspring.ai noted this example: “Starbucks uses predictive analytics in its app to tailor offers based on behavior. A morning commuter might get a coffee coupon, while someone else sees a cold drink promo during a heatwave.” What’s even more impressive is that this personalization is happening at scale. Ad platforms can make millions of tweaks to ad creative, including text, images, calls to action (CTAs), colors, times, and more. Multiple viewers streaming the same video, e.g., might all see different ads from the same brand, based on their individual preferences. - 81% of digital marketers say AI-driven personalization has boosted sales and brand awareness. - 96% of marketers believe personalized experiences have increased sales. ### 11. Targeting toward First-Party Data One of the most significant trends in targeting is the shift away from third-party cookies and toward first-party data. Increasing consumer privacy expectations and stricter regulations, like the GDPR and CCPA, are raising the bar for how personal data can be collected and used. At the same time, major browsers including Google Chrome, Safari, and Firefox, are phasing out third-party cookies or exploring alternatives to protect user privacy. This makes it more challenging for advertisers to use traditional cross-site tracking and targeting methods. The good news is that first-party data, which can be collected by platforms with log-in and purchase data, email sign-ups, and surveys on your own website, tends to be of higher quality anyway. ### 12. Creatives Ad creative is no longer just about good design — you need to build your ads based on previous campaign performance and predictive AI models. You also need to constantly A/B test, measure performance, and make real-time adjustments to boost engagement and conversions. In 2025, marketers are creating more content tailored to each platform, in an effort to make each format feel native and attention-grabbing. While short-form video remains popular, motion in general is playing a bigger role — think subtle animations and dynamic elements in display ads or social posts. These help capture viewers’ attention and improve click-through rates. - 70% of marketers reported higher CTRs with animated ads than static ads. - 60.8% of marketers use animation in social media posts. - 37% of marketers are using animation in explainer videos. ### 13. Analytics and Measurement In the past, multi-touch attribution (MTA) assigned value to each touchpoint in the customer journey. But, with third-party cookie loss and the increased prominence of walled gardens like Meta, Google, and Amazon, complete funnel visibility has become more difficult. In 2025, MTA continues to be replaced by media mix modeling (MMM), which relies on historical data to predict how different marketing channels, such as paid search or email marketing, contribute to outcomes (e.g., conversion, sales). With MMM, you don’t need to track individuals across devices or platforms, so it's unaffected by the loss of third-party cookies. ### 14. Data-driven Approaches Data-driven marketing has been around for a long time, but the expectations on marketers to use the data to make smarter decisions, optimize in real-time, and increase personalization are higher in 2025. You can achieve this by focusing on first-party data, using the correct attribution in your customer touchpoints, and improving how you leverage data tools, such as customer relationship management (CRM) platforms and Google Analytics. You should also take advantage of advertising platforms that offer real-time AI-powered A/B testing. ### 15. Omnichannel Experiences In 2025, consumers want a seamless experience when interacting with brands, whether they’re clicking on a display ad, browsing a website, or walking into a store. To deliver, advertisers need to focus on omnichannel marketing, which includes creative messaging, consistent branding, and connected journeys. What does that look like in practice, though? Let’s say someone sees a display ad for a new pair of headphones while reading an article online. They’re interested, but they don’t buy right away. Later, they see a sponsored content recommendation for a blog post reviewing the same headphones. They still don’t buy. The next day, they get a personalized email with a special offer. They click on the link and finally purchase the product. This is an example of a connected customer journey and the omnichannel experience at work. ### 16. First-Party Data I’ve mentioned first-party data several times throughout this article, and for good reason. With fewer cookies and more privacy rules, first-party data has become incredibly valuable to advertisers. The beauty of first-party data is that it is owned, permission-based, and highly accurate. Here are some ways advertisers can collect first-party data in 2025: - Website or app interactions: User account creation, sign-ups, purchase history, product wishlists, on-site search behavior, browsing history, shopping cart activity. - Owned channels: Email newsletter sign-ups, SMS opt-ins, email campaign engagement. - Interactive content: Surveys and polls, quizzes, product reviews, feedback forms. ### 17. Lead Generation Gone are the days of static form lead generation. Today’s best lead magnets are interactive and helpful, blending seamlessly into the user's journey. For example, tools like quizzes and assessments provide users with immediate value through insights or recommendations, and give marketers much more specific data than just a name and email. Online calculators help users make decisions, and chatbots gather valuable information while providing users with friendly conversations. These all work because they’re highly interactive, personalized, and, if implemented correctly, seamless for the user. ### 18. Mobile In 2025, the majority of consumers use mobile devices to consume content and shop online. As a result, ads need to look great on smaller screens. There are several things advertisers need to ensure for this to happen: - Mobile-optimized creative: Ads must be mobile-responsive and feature clear, bold visuals with concise ad copy. - Fast-loading pages: People’s attention spans are shorter than ever. If your landing pages are slow to load, it will crush your conversions. - Vertical video formats: Vertical videos look better on mobile devices — think ads on TikTok, Instagram Reels, YouTube Shorts, and even mobile websites. - App-based experiences: Apps are optimized for mobile. They are easier to navigate, promote deeper engagement, and offer a richer mobile experience. Brands that can nail these attributes on mobile in 2025 will boost user attention, loyalty, and conversions. - 63% of consumers prefer to use mobile devices to find brand and product information. - The average American household has 21 connected devices. ## Key Takeaways As you can see, the most effective digital advertising strategies for 2025 are highly customized, data-driven, and built to withstand increased privacy regulations. Marketers are seeing the highest ROI from short-form video, personalized ad creative, and omnichannel experiences that blend seamlessly with the customer journey. As third-party cookies continue to be phased out, expect to see a continued reliance on first-party data and highly interactive lead generation tools. ## Frequently Asked Questions (FAQs) ### What's the role of AI in digital advertising today? AI can now drive a significant portion of content creation, as well as optimize ad campaigns. This enables advertisers to create content at scale, gather valuable data, and use that data to make real-time adjustments and boost ad performance. ### How will data privacy regulations affect the future of digital advertising? Laws like GDPR and the CCPA are making it more difficult for marketers to obtain and use personal information. Coupled with this, more users are opting out of cookie consent banners, and ad blockers and private browsing are on the rise. These trends mean that marketers are being forced to shift from third-party targeting to using first-party data. ### What are the best practices for using first-party data in advertising? When you use first-party data as an advertiser, always get clear, informed consent from users. Tell them what data you’re collecting, why you’re collecting it, and how you will use it. Remember to use first-party data to refine your targeting when running ads on platforms like Meta, Google Ads, LinkedIn, TikTok, and Realize. --- ### Walled Gardens: Pros, Cons, Alternatives URL: https://www.taboola.com/marketing-hub/walled-gardens/ Last Modified: 2025-07-15 08:22:35 The marketing ecosystem contains many avenues to reach potential consumers. Each platform has its own benefits, as well as its specific limitations and restrictions. For each product or service, a marketer or advertiser would want to choose the platform which can help them best reach their target consumers. Whether that’s within the confines of a walled garden, or on the open web, will ultimately be down to what the advertiser hopes to achieve. ## What Are Walled Gardens? A walled garden is a platform where the technology provider has full control over what gets displayed. The owner of the platform can prohibit specific advertisers or messaging from appearing in the space. They allow advertisers to reach that platform’s users in a way that might make their ad seem trusted, because the user might already be poking around there for entertainment and education. ## Who Are the Main Examples of Walled Gardens? Apple, Amazon, Facebook, Google, LinkedIn, and TikTok are all examples of walled gardens. ## Walled Gardens: Pros/Cons Pros Cons Allows for highly personalized and precise campaigns. Targeting is limited to the data within the platform. Platforms provide detailed performance measurement data within their walls. Measurement attribution is siloed. Walled gardens restrict external access to user data, protecting their privacy. Don’t provide a complete picture of performance. Improved user experience and engagement because ads feel more native and personalized. Potential channel bias and limited consideration of user experience. ## How Do Walled Gardens Impact Marketing Strategies? ### Limited Targeting Walled gardens like Meta, Google, and Amazon offer extremely rich first-party data, enabling advertisers to build highly personalized and precise campaigns, explains Colby Flood, founder of digital marketing agency Brighter Click. “Their algorithms can effectively match ads to user behavior, interests, and purchase intent, which is great for ad targeting,” he says. That said, unless marketers capture user information (e.g., emails or phone numbers), retargeting across other platforms becomes fragmented and inefficient since, as Flood points out, targeting is limited to the data within the platform. This is where advertising on the open web opens up new opportunities. ### Siloed Attribution These platforms provide detailed performance measurement data within their walls, allowing for fast optimizations — but without the proper third party attribution tools, you may struggle to get a clear image of how you’re performing across platforms. “There has been a decline in third-party cookies and information over the years, and we don’t have the granularity of reporting today that we did in 2019,” says Flood. “Each platform claims credit for conversions, leading to inflated results — for example, Meta claiming 60 sales and Google claiming 50, when only 100 sales actually happened. This skews true blended performance and hinders accurate budget allocation.” ### User Privacy and Data Sharing Walled gardens restrict external access to user data. “This helps protect privacy by avoiding data leaks and misuse,” says Flood. “It benefits enterprise companies looking to keep sensitive customer data from being seen by employees and external vendors that do not need access.” The downside is that, again, it makes it harder for advertisers to see the wider picture. “This closed nature also prevents advertisers from understanding performance across demographics, devices, or channels, limiting insight into holistic performance,” says Flood. ### User Experience User experience and engagement are improved within walled gardens, because ads feel more native and personalized. “From the media buyer's perspective, once someone learns the platform, they can quickly navigate it,” says Flood. That said, there is potential for channel bias and not seeing the full customer experience. “Marketers often gravitate toward the platforms they’re most comfortable with, which can lead to channel bias and a suboptimal customer experience when the full buyer journey isn’t considered,” says Flood. “There is also an issue with marketers not being familiar with the UI of the platform, limiting their ability to access the insights and data needed to perform their jobs.” ## Why Are Digital Marketers Reevaluating Their Use of Walled Gardens? For many marketers, walled gardens — think search and social, for example — are showing diminishing returns. “Marketers must structure campaigns around each platform’s unique setup, which fragments customer journeys and can cause businesses to decide between platform best practices and business needs,” says Flood. “For example, Meta targeting best practice is to consolidate audiences to help reduce CPMs (cost-per-milles), but a business with brick-and-mortar locations may need to run city or zip code-specific campaigns.” Overconcentration of the budget on a single platform, such as Meta, is the primary cause of brands reevaluating budgets, Flood continues. For example: 65-70% of many direct-to-consumer (DTC) budgets go to Meta, as shown in the Northbeam screenshot below: “These recurring platform issues with Meta cause uncertainty in forecasting, which is not ideal,” Flood adds. ## What Strategies Can Brands Use to Succeed in Walled Gardens? “Success requires a strong creative strategy,” insists Flood, including a marketing mix with a range of channels, which is essential to keep reaching consumers on different platforms and in different ways. “As media buying becomes automated, creative becomes the new targeting, signaling relevance to algorithms and customers alike.” Brands should focus on continuous testing of ad creative, using platform-specific formats and messaging, and capturing first-party data (email/SMS) for retargeting, Flood adds. While walled gardens can offer certain benefits, as with any strategy, it’s important to add more to your marketing mix, and including performance advertising on the open web as part of that mix should practically be a given. ## Measuring Campaign Performance Inside Walled Gardens Flood says that the most accurate way to measure performance is to look outside the platform. He recommends these tactics: - Blended metrics like Marketing Efficiency Ratio (MER), which divides total revenue by marketing spend. - Measuring cost-per-acquisition (CPA) and return on ad spend (ROAS) by the breakdowns showing new customers vs. existing customers, to ensure you are not overpaying for repeat purchases, while believing you are acquiring net new customers at a low cost. - Third-party attribution tools like Triple Whale or Northbeam. - Post-purchase surveys to map the actual customer journey. “All of these provide a fuller picture of return on investment (ROI) and prevent over-crediting from in-platform dashboards,” says Flood. ## What Alternatives Exist Outside of Walled Gardens? ### Open Web The open internet, or open web, refers to the rest of the internet landscape, such as websites and apps that are not subject to the limitations of walled gardens. Performance advertising platforms such as Realize, for example, offer access to a large network of premium publisher sites across the open web. ### Programmatic Advertising “Through demand-side platforms (DSPs) like The Trade Desk and StackAdapt, brands can place ads across thousands of websites and apps,” says Flood. ### Retail Media Networks With retail media networks, your customer is already looking around with the idea of buying, so it’s up to you to deliver the right message at the right time in the right way. “Walmart Connect, Target Roundel, and others allow advertising to high-intent shoppers using first-party retailer data,” says Flood. ### Connected TV (CTV) “Platforms like Hulu, Roku, and Tubi offer premium video inventory, great for brand awareness,” says Flood. The three main ways marketers can buy ads on CTV are via direct deals with a streaming service provider, through programmatic buying on automated platforms, or by partnering with companies that make CTV devices. ### Owned Media Sometimes the best marketing is still the content you create yourself. “Email, SMS, blogs, and branded apps give full control and long-term value,” says Flood. ## Key Takeaways Walled gardens can be beneficial to advertisers in a variety of ways, such as providing rich first-party data and detailed performance information. However, these details only exist as they relate to the activity within the specific platform. Walled gardens have both pros and cons, and ultimately, they should be part of a larger marketing mix. ## Frequently asked questions (FAQs) ### What are the latest trends in walled garden advertising? The biggest trend is the shift toward creative-led performance. “Platforms like Meta are openly saying, ‘Creative is the new targeting,’” says Flood. “As automation handles more of the media buying, creative becomes the primary lever for differentiation. ### How do walled gardens relate to the end of third-party cookies? Walled gardens offer first-party data, which can help make up for the demise of third-party cookies, which were used to track user activity across websites, but raised privacy concerns. ### What are the key differences between walled gardens and the open internet? With the open internet, you have freedom as to what you advertise and how you do it, but you might not have access to the specific audience you’d like to reach. The walled garden is a specific arena where you have to follow certain rules about what you present and how you present it. The platform owner controls user data, unlike an advertiser’s interactions on the open web. The advertiser only communicates with consumers inside the walled garden, as opposed to a potentially wider audience on the internet. --- ### 5 Small Business Marketing Trends To Be Aware of in 2026 URL: https://www.taboola.com/marketing-hub/small-business-marketing-trends/ Last Modified: 2026-03-08 13:48:44 Marketing as a small business in 2026 looks very different to how it used to. Rising advertising costs, increased competition for attention, and the rapid shift toward AI-driven discovery mean small businesses must be more intentional about where and how they show up online. Whether you’re running marketing solo or as part of a small team, staying competitive in 2026 isn’t about being everywhere at once: It’s about understanding how customers discover, research, and decide which brands to purchase from, and building marketing strategies that support that journey. ### What’s changed in our 2026 update: - All entries include updated and current information, figures, and stats. ## Trend 1: The Power of Local SEO and Hyperlocal Marketing for Small Businesses Local SEO remains foundational in 2026, but it’s evolved into something broader: local discovery across search engines, maps, social platforms, and AI-generated answers. Consumers are increasingly searching for “near me” businesses while browsing on their mobile devices, and search engines are increasingly favoring businesses with strong, local relevance. 32% of Americans look up information about local businesses online at least once a day, so it’s vital that your business is discoverable by those users. An important change here, though, is that many of these searches now result in no-click actions from users, with search engine AI overviews often meaning that browsers don’t have to visit a website at all to find the information they’re looking for. This makes the basics even more important. Start with accurate NAP (Name, Address, Phone Number) listings online, especially on your Google Business Profile. Optimizing your website for localized keywords that include your city or town, or creating location-specific landing pages, can be helpful in driving organic traffic to your business online. Using structured data markup on your site can also help your business to appear in local search results pages and maps. This information doesn’t only impact rankings in search results, but also shapes how AI tools summarize and recommend local businesses. Local website optimization still plays a vital role in this, too, as location-specific landing pages and localized keywords help reinforce geographic relevance. For businesses using digital advertising, hyperlocal targeting can go a step further with ads being served to specific neighborhoods via geofencing. Combining this approach with intent-based targeting can help you serve ads to customers who are ready to convert in your target locations. This is an especially strong strategy to use if you’re running a brick and mortar business. Don’t forget about reviews, too: Recent reports suggest that over 83% of customers use Google to search for local business reviews, per Bright Local’s 2025 Local Consumer Survey. Responding to any reviews that come in, regardless of where, is an important way to build trust with both search engines and customers. Reviews are also an important way for AI tools to better understand your business and produce recommendations based on what others are saying about your business online. Other key stats from the same survey: - 89% of U.S. consumers were more likely to use a business that responded to reviews. - 83% of consumers use Google Reviews to research businesses. - 48% of U.S. adults use local news outlets as sources for local business reviews. ## Trend 2: Affordable and Effective Social Media Strategies for Small Businesses Outside of managing your own website with an effective SEO strategy, social media remains one of the best small business marketing avenues in 2026, but it’s important to remember that not every platform will offer the same kind of return. For most small to medium businesses, Instagram, TikTok, and Facebook continue to provide the best return on investment (ROI), particularly when your content is tailored to each audience. The most cost-effective way to produce content for these platforms as a small business is repurposing where possible. For instance, turning product ads into reels or a carousel ad on Facebook or Instagram means that you can maximize the shelf-life of your creative. Short-form content still performs well in 2026, with most social media platforms prioritizing quick, engaging clips that can entertain or inform your audience. Livestreams also offer you the opportunity to connect with and build your community, with real-time interaction that increases trust with new and potential customers. Alongside this, however, you should also provide educational and explanatory content, as we begin to see a return to longform video and written content through platforms like YouTube and Substack. User-generated content (UGC) is also a powerful tool for small businesses. Encourage customers to tag your business in their content or share their genuine reviews of your products or services. Resharing this content can also naturally integrate into your existing content calendar, helping you stay visible and relevant across social platforms. UGC is also performing well when incorporated into paid campaigns, reinforcing credibility during the customer consideration phase. Not only that, but this approach fosters community for long-term success in a way that chasing virality doesn’t. Directly engaging with your customers through responding to comments and sharing customer posts increases engagement and sustained growth. Even for those working on a limited budget, social media can be very effective, both paid and organic. Users in the middle of the sales funnel, with awareness of your brand but not quite at a purchase decision, are often the best group to target with paid social ads. Many small businesses can see an average of ROI of around $5 for every dollar spent on social advertising. Social media marketing stats you should know in 2026: - 78% of marketers said that social media has become consumers' preferred customer service channel. - 52% of marketers use funny content as part of their strategy, followed by relatable content, and then behind-the-scenes content. - Facebook remains the most popular social media network worldwide, followed by YouTube and Instagram. - For younger audiences, TikTok is now being used as a search engine, with 77% of Gen Z TikTok users using the platform for product discoverability. ## Trend 3: Email Marketing and Building Direct Customer Relationships for Small Businesses Email marketing has stood the test of time as one of the most powerful tools in small business marketing. With direct access to your audience, there are no algorithms to worry about, but you have to get it right to be effective. In 2026, that means personalization and segmentation with a broader owned-audience strategy. With over half of consumers saying that marketing emails impact their purchase decisions, tailoring your email content to customer behavior and preferences can make a significant impact. You can speak to your customers directly by breaking them into relevant groups like past purchasers, first-time site visitors, or abandoned cart users to see better open rates, improved click-through rates, and more conversions. Using smart automation tools can support this even further, without needing a large marketing team manually programming it all. Messaging is still the most important part of any successful email marketing campaign, whether you’re using automation or not. Educational content, seasonal offers, and new product announcements should all be shared with a personal feeling and provide real value to your customers. Including first names, location information, or purchase history insights can make these emails feel highly tailored to the individual recipient. No matter what type of content you create, it should always be value-driven to help maintain engagement and build long-term customer relationships. Think about how you can organically grow your email marketing list. Discounts for first-time signups are a great strategy for product-based businesses, along with giveaways. Embedding sign-up forms throughout your site is also useful for capturing this data and starting a lead nurturing process that targets your users directly in their inbox. 2026 email marketing statistics you should know: - Email marketing sees an average ROI of $42 for every $1. - 81% of businesses say that email drives customer acquisition. - 64% of small businesses rely on email as their primary customer acquisition tool. ## Trend 4: Content Marketing on a Budget for Small Businesses Content in any form continues to be a vital part of all effective digital marketing strategies in 2026, for businesses big and small, when it comes to attracting, educating, and converting customers. Success, though, depends now on quality, structure, and repurposing rather than simply volume of content alone. This is especially important when it comes to both AI-overviews in search results and AI-generated answers within tools such as ChatGPT. How-to guides, behind-the-scenes views, and customer stories are still some of the most successful pieces of content that resonate with both new and existing customers. Creating without a large budget, though, is still a challenge for many small businesses. Planning and repurposing existing content can help combat some of these issues: For instance, a blog post could become a video script, while an ad could be turned into an organic social post or an email callout. AI-driven copy and image generators are now some of the most powerful tools for helping businesses repurpose this content and streamline the whole process. In 2025, 67% of small businesses were using AI tools for their content marketing, and that number will only continue to grow this year. When it comes to sharing your newly-created content, both owned and paid channels can be effective. Social channels like Instagram and TikTok are ideal for short-form visual content, while written content is best on owned platforms like your website in the form of blogs and newsletters. Not only does this provide a home for your written content, but you can also benefit from SEO growth over time. Discoverability is crucial for a successful SEO strategy, both in traditional search results and AI tools, and content is a critical part of supporting this. Even low-budget content should be optimized for both users and search engines, with focused keyword research, optimized titles and descriptions, image alt text, and internal linking. Alongside any local SEO you may be including, these basic SEO steps are essential for giving your content the best chance of being found and ranked in search engine results pages (SERPs). But, remember the most important factor — at the heart of any good business content, you should be telling the story of your why, what, and how. People want to connect with people, not a faceless business, so every piece of content should be tied back to your brand’s mission and vision, along with providing real-life stories of your customers and how your products or services help them solve a specific problem. Insights from the Content Marketing Institute’s 2025 research shows that: - 1 in 3 marketers have a scalable approach to content marketing. - 54% cited lack of resources as the biggest challenge to content creation. - Only 19% of B2B marketers are regularly using AI as part of their content workflow. ## Trend 5: Leveraging Digital Tools and Automation for Small Business Marketing Efficiency Time is often one of the biggest barriers to entry when it comes to small business digital marketing, but using the right tools to support your goals means you’ll get back some of that time, while also exploring new avenues for growth online. From social media schedulers to AI writing assistants and drag-and-drop landing page builders, there are endless tools out there to help you and your team move quickly and efficiently. Automating repetitive tasks like sending customer emails, advertising optimization and budget management, reporting, or even running A/B tests on your ad creative can all free up time for your team to focus more on the big picture strategy. Automation in 2026 is no longer optional, but an essential tool for saving time, improving efficiency, and making smarter marketing decisions. AI tools are revolutionizing small business marketing and can give you a competitive edge that was previously only available to larger enterprises. CRM systems to consolidate customer data, track behavior, and manage outreach can be leveraged alongside AI tools to better target your customers and personalize every interaction they have with your business. Analyzing performance has also become easier. Real-time dashboards that integrate data from various sources like your ads, website data, email, and social media channels mean that you can make fast, data-informed decisions that impact your bottom line. With the right performance marketing metrics, small businesses can finally move beyond last-click attribution and focus more on assisted conversion and engagement quality, reflecting how your customers actually move through the sales funnel. Key stats around using the right tools that you should know: - Only 23% of marketers are confident that they’re tracking the right metrics. - 80% of marketers are looking to reduce time spent on repetitive tasks by using AI tools. - 68% of marketers report positive ROI from AI investments. ## Key Takeaways Small business marketing in 2026 is all about working smarter, not harder. Local SEO, combined with focused content marketing and social media marketing strategies, can capture the attention of local, high-intent customers while building long-term relationships. Email marketing remains one of the most cost effective methods of reaching middle-of-the-funnel prospects as a small business. Incorporating AI tools into the mix can offer you a strategic advantage that many of your competitors are not yet experiencing. ## Frequently Asked Questions (FAQs) ### What are the most effective digital marketing channels for small businesses in 2026? Local SEO and email, along with social platforms like TikTok and Instagram, are the most effective digital marketing channels for small businesses in 2026. Additionally, longform channels like YouTube are also starting to see a resurgence. ### How much should a small business spend on their digital marketing? A typical small business will spend, on average, 7-10% of their revenue on marketing every year. ### What are some common digital marketing mistakes small businesses should avoid? Businesses who try to capture traffic from every platform often end up spreading themselves too thin. Instead, focused attention should be paid to a handful of channels. Neglecting basic SEO on your website and not paying attention to mobile optimization are also big issues that many small businesses overlook. ### How can small businesses compete with larger companies online? Authentic storytelling and niche targeting are the best ways to compete against larger businesses online. Remember, people buy from people — one of the biggest advantages of being a small business is the personal attention you can pay your customers in a way that a large enterprise struggles to replicate. ### What are the key metrics for measuring success in small business digital marketing? Conversion rate, customer acquisition cost (CAC), return on ad spend (ROAS), email open and clicks, and engagement rates are some of the most critical metrics to track. --- ### Personally Identifiable Information (PII): Leveraging Personalization with Care URL: https://www.taboola.com/marketing-hub/personally-identifiable-information/ Last Modified: 2025-07-10 12:54:13 In digital advertising, personally identifiable information, or PII, plays a complex role: It enables personalization and audience targeting while simultaneously raising serious privacy concerns. Marketers often rely on both direct and indirect identifiers to serve relevant content. However, even anonymized data can become identifiable when combined with behavioral patterns or third-party datasets. As a result, advertisers must walk a fine line between performance and privacy, ensuring their data practices are both compliant and consumer-friendly. ## Defining Personally Identifiable Information Personally identifiable information refers to any data that can be used to identify a specific individual, either on its own or when combined with other information. PII can include obvious identifiers, such as names, phone numbers, email addresses, or fingerprints, as well as indirect identifiers, like IP addresses or device IDs. ### What Are Some Common Examples of Direct PII? Direct PII refers to unique information that can identify an individual without any additional data. Common examples of indirect PII include an individual's: - Full name. - Email address. - Phone number. - Social security number. - Passport. - Drivers license. Direct PII is collected regularly through various channels, including website forms, newsletter sign-ups, customer service inquiries, and account registration. Companies that collect this type of data must prioritize security, as even minor data breaches can result in significant privacy violations. ### What Are Some Examples of Indirect PII and How Can It Become Identifiable? Indirect PII, also known as quasi-identifiers, can’t identify an individual on their own, but can do so when combined with other pieces of data. Common examples of indirect PII include: - IP addresses. - Device IDs associated with smartphones, laptops, and tablets. - Browser fingerprints, which can include a user’s operating systems, browser plug-ins, time zone, and language. - Demographic information, such as race, age, and gender. - Geolocation. There are numerous ways indirect PII can become identifiable when cross-referenced with other pieces of information. For instance, an IP address coupled with an individual's browsing history, device ID, and/or ad interactions can reveal a user’s identity. The ability to associate multiple pieces of indirect PII to establish an individual’s identity is becoming increasingly easy, thanks to advanced algorithms and data brokers that use this data to create user profiles. As such, what is often considered anonymous data can become personally identifiable when aggregated. ### What Are the Potential Risks Associated with Mishandling PII? Mishandling PII can have serious consequences for both individuals and the companies and organizations that collect and use the data. When collecting entities improperly store, share, or access PII, the risk of the following can increase, often significantly: - Data breaches that expose private user information to malicious third parties. - Legal and regulatory penalties for violating laws like the General Data Protection Regulation (GDPR) or the California Consumer Privacy Act (CCPA). - Loss of consumer trust, which can significantly and potentially irreparably damage a brand’s reputation and customer loyalty. - Operational disruptions caused by security investigations, breach notifications, legal engagements, and remediation efforts. - Financial losses from fines, lawsuits, damage control campaigns, and operational disruptions. For companies in the digital ecosystem, where data is central to performance, personalization, and brand growth, the stakes are significantly high. According to recent data, 56% of U.S. adults say that they’re unlikely to share their personal information with a company that has experienced a data breach. 45-54-year-olds represent the most hesitant group, with 76% saying it's not likely they’d share information after a breach. ## Categories and Sensitivity of PII The sensitivity of PII can vary significantly, and companies should utilize variations to inform their collection, management, and storage efforts. Understanding the types of PII can help organizations apply appropriate safeguards and prioritize risk mitigation strategies accordingly. ### What Are the Different Categories of PII? Below are common categories of PII, each representing a unique risk level and subsequent protection strategy: - Contact information: E.g., names, mailing addresses, phone numbers, and email addresses. These are commonly collected in user profiles, newsletter sign-ups, and customer service or account portals. While this information is relatively basic, it can be exploited in phishing efforts or identity theft schemes if not adequately protected. - Financial data: E.g., credit card numbers, bank account details, peer-to-peer payment data, and transaction histories. Financial data is among the most targeted data in cyberattacks and requires encryption, secure payment gateways, and strict access controls. - Health information: E.g., medical records, prescriptions, and insurance policy numbers. When handled by advertisers, particularly those in the wellness and pharmaceutical industries, these details must be managed in compliance with several regulations, including HIPAA. - Biometric data: E.g., fingerprints, facial recognition scans, iris patterns, and voice recognition. Biometric PII is uniquely tied to an individual and cannot be changed if compromised. As such, it’s critical for organizations to store and manage this data with extreme care, relying on advanced encryption and strict access protocols. - Online identifiers: E.g., IP addresses, cookie IDs, device IDs, and browser fingerprints. While these are generally considered indirect identifiers, if improperly accessed, they can be cross-referenced with other data points to identify an individual, especially in targeted advertising contexts. Each category above carries different levels of risk, but if compromised, there can be serious consequences for all parties. Businesses and organizations, in particular, can face regulatory fines, reputational harm, and a loss of consumer trust. Therefore, it’s vital that companies assess the sensitivity of the data they collect and implement tailored data protection protocols that take into consideration both legal requirements and ethical standards. ### How Do Regulations Like GDPR and CCPA Define and Categorize PII? Regulations such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States have significantly shaped how organizations collect, store, and use personally identifiable information. Both definitions of personal data are broad, reflecting modern data practices and carrying legal consequences for misuse or non-compliance. Here’s how these regulations categorize and govern PII: #### Direct Identifiers Includes names, email addresses, mailing addresses, Social Security numbers, and passport details. Both the GDPR and CCPA treat these as clearly identifiable data points that require explicit consent and secure handling. #### Online Identifiers Data such as IP addresses, device IDs, cookies, and geolocation data are explicitly considered personal data under the GDPR and are similarly recognized under the CCPA. These identifiers are especially relevant in digital advertising and user tracking, where consent and transparency are essential. #### Behavioral and Profiling Data This includes browsing history, search queries, purchase behavior, and inferred consumer profiles. Both regulations emphasize that even derived or inferred data falls under the umbrella of personal information, particularly when used for targeted advertising or personalization. #### Sensitive or Special Category Data GDPR outlines special categories — such as health data, political opinions, religious beliefs, and biometric identifiers — that are subject to stricter protections. CCPA doesn’t use the same classification, but it still imposes heightened responsibilities for sensitive data. #### Household and Inferred Data (Under CCPA) Unique to CCPA is the inclusion of data linked to households, not just individuals, and inferred characteristics, such as predictions about preferences or behavior, if tied to a consumer profile. Both laws also grant individuals expanded rights over their data, including the ability to access, delete, correct, or opt out of the sale or sharing of their information. For advertisers, compliance requires more than checkbox policies: It demands active data governance, clear privacy notices, consent management, and a readiness to respond to consumer requests. Failure to comply can result in significant financial penalties, legal exposure, and erosion of customer trust, making proactive PII management both a legal requirement and a business imperative. ## PII in Digital Advertising ### How Is PII Used for Targeting, Personalization, and Measurement in Advertising? In modern digital advertising, PII is a fundamental part of strategy and growth, helping brands grow awareness, connect with new and loyal customers, and make data-driven decisions about the products and services they provide. The exact way that advertisers use PII can vary by industry and goals. Here are a few common ways advertisers use PII: - Audience targeting and segmentation: Advertisers use direct and indirect PII, such as email addresses, device IDs, and geolocations, to create targeted campaigns that increase engagement and conversion rates. - Cross-device and cross-platform tracking:With the help of cookies, mobile ad IDs, and fingerprinting techniques, advertisers can better understand user behavior patterns, following a user’s journey across devices and platforms, even when that data doesn’t truly identify the user. - Personalized ad delivery: PII allows for a more dynamic approach to content, enabling brands to cultivate a personalized experience based on a user's preferences, demographics, or past interactions. - Data sharing and third-party partnerships:Ad networks and data brokers can and often do exchange user data to expand reach or enhance targeting efforts. However, this can notably lead to enhanced risk if all parties aren’t actively protecting data. With regulations like GDPR and CCPA, advertisers must treat any data that can reasonably identify an individual as PII. Clear disclosures, opt-in consent, and easy opt-out tools are required to avoid fines and build long-term trust. As privacy concerns grow alongside marketing technologies, the responsible management of PII is more than a legal requirement: It's a key component in any brand reputation strategy. ## Legal and Regulatory Frameworks for PII Understanding the legal landscape is crucial for compliant PII handling in advertising. ### What Are the Key Data Privacy Regulations That Advertisers Need to Be Aware Of? In digital advertising, PII is used in a variety of ways to enhance performance and precision, but each use case carries privacy implications that companies must carefully manage: - General Data Protection Regulation (GDPR): Applies to entities that process the personal data of EU residents, emphasizing the importance of user consent and data protection. - California Consumer Privacy Act (CCPA): Grants California residents rights over their personal information, including access and deletion. - Children’s Online Privacy Protection Act (COPPA): Protects the personal information of children under 13 in the U.S. ### What Are the Fundamental Principles of These Regulations Regarding PII Processing? Both GDPR and CCPA outline key principles that organizations must follow when handling PII. These principles serve as the foundation for compliant and ethical data practices: - Transparency: Businesses must clearly inform individuals about what data is being collected, how it’s used, and with whom it’s shared. - Purpose limitation: Data should only be collected for specific, legitimate purposes and not used in ways that are incompatible with those purposes. - Data minimization: Organizations should collect only the data that’s necessary to fulfill their stated purpose. - Accuracy: Personal data must be kept accurate and up-to-date, with reasonable steps taken to correct any inaccuracies. - Storage limitation: Data shouldn’t be stored longer than necessary and must be securely deleted or anonymized when no longer needed. - Security: Businesses must implement appropriate technical and organizational measures to protect PII from unauthorized access, loss, or damage. - Accountability: Companies are responsible for demonstrating compliance with these principles and must document how they meet each obligation. Combined, these principles reinforce the idea that personal data belongs to the individual, not the organization collecting it. Adhering to them isn’t just about avoiding penalties; it’s about fostering trust and showing respect for consumer privacy. ### What Are the Potential Penalties for Non-compliance with PII Regulations? For advertisers, non-compliance with data privacy laws like the GDPR in the European Union and the CCPA in the United States isn’t just a legal issue — it’s a business risk. Missteps in handling personal data can lead to steep financial penalties, loss of consumer trust, and long-term brand damage. #### Under the GDPR - Administrative fines: Advertisers found using personal data without valid consent — such as targeting users without proper opt-in mechanisms — may face fines up to €20 million ($22.7 million) or 4% of their global annual revenue, whichever is higher. - Lesser violations: Even operational oversights, like delayed breach notifications, can result in fines up to €10 million or 2% of global turnover. - Additional sanctions: Regulatory bodies can also issue orders to pause or permanently halt certain advertising activities that involve unlawful data processing. This could include suspending programmatic campaigns or disabling third-party tracking systems until full compliance is achieved. #### Under the CCPA - Civil penalties: Businesses may incur fines up to $2,500 per unintentional violation and up to $7,500 per intentional violation of the CCPA's provisions. - Private right of action: In the event of certain data breaches, consumers have the right to sue for statutory damages ranging from $100 to $750 per incident, or actual damages, whichever is greater. - Enforcement actions: The California Attorney General and the California Privacy Protection Agency are empowered to enforce the CCPA, with the authority to investigate violations and impose penalties ## Best Practices for Handling PII in Advertising When it comes to digital advertising efforts, it’s vital that organizations create strong protocols that allow for compliance, data security, and brand credibility. As regulations like GDPR and CCPA continue to evolve, advertisers must take an active role in developing privacy-first strategies to safeguard their organization and those they serve. The following best practices can help advertisers collect and manage PII effectively and ethically. ### What Are the Best Practices for Securely Collecting and Storing PII? - Collect PII over encrypted connections (HTTPS) to ensure data is protected during transmission. Encryption helps block man-in-the-middle attacks and secures sensitive user inputs, such as email addresses or form submissions. - Use secure, user-friendly forms that request only the minimum details needed to fulfill the ad campaign’s objective. - Implement bot protection tools, such as CAPTCHA, to reduce spam, prevent automated abuse, and ensure the integrity of incoming data. - Apply role-based access controls (RBAC) to ensure only authorized personnel can view, edit, or export PII. Limit data access according to job function and enforce the principle of least privilege. - Audit access logs regularly to monitor who accessed sensitive data, when, and for what purpose. Unexpected patterns or unauthorized attempts should trigger immediate review and, if necessary, corrective action. - Revoke access promptly when roles change or employees leave. - Require multi-factor authentication (MFA) for all systems that handle PII to add an extra layer of security beyond just passwords. ### What Are the Guidelines for Obtaining User Consent for PII Collection and Use? Advertisers should ensure users know exactly what data is being collected and how it’s being used. Earning trust starts with being upfront and clear. - Use clear, plain-language privacy notices that outline what data is collected, for what purpose, and who it may be shared with. Avoid legal jargon or vague phrases that could confuse or mislead users. - Make consent easy to give (and to withdraw). Avoid default opt-ins or pre-checked boxes. Users should have ongoing control over their data, not just at the point of entry. - Present cookie banners and permission prompts prominently on landing pages and ad experiences. Make sure users can access their settings again later if they change their minds. - Log and store consent records to demonstrate compliance in case of audits or user inquiries. These records should be kept securely and updated whenever consent preferences change. - For sensitive data like geolocation or behavioral history, provide granular controls so users can choose what they’re comfortable sharing. Offering layered privacy options can increase user confidence and reduce opt-outs. ### How Can Anonymization and Pseudonymization Techniques Protect PII? Techniques such as anonymization and pseudonymization help advertisers strike a balance between utilizing data effectively and protecting individual privacy. By minimizing the risk of identification, these methods support responsible data-driven marketing. - Anonymization: Involves permanently removing or altering personal identifiers so the data can no longer be linked back to a specific individual, even with additional information. This is useful for aggregate reporting, campaign analysis, and trend forecasting, while maintaining user privacy. - Pseudonymization: Replaces direct identifiers (like names or email addresses) with artificial identifiers or tokens. While it still allows internal teams to perform segmentation or performance tracking, re-identification requires access to a separate key or reference table, adding a critical layer of security. When implemented correctly, these techniques significantly reduce privacy risks while still enabling valuable insights, especially in audience measurement and attribution. ### What Are the Procedures for Handling Data Breaches Involving PII? - Act fast to isolate the breach: If ad tech systems, CRM platforms, or tracking tools are compromised, disconnect affected components immediately. Work with your IT and privacy teams to contain the issue and stop further access. - Notify users and authorities promptly: If PII collected through ad forms, lead-gen tools, or analytics is involved, disclosure may be legally required within a strict time frame (e.g., 72 hours under GDPR). Coordinate with legal and compliance teams to craft appropriate notifications. - Investigate the root cause: Was the breach tied to a third-party partner, a compromised API, or a misconfigured tracking pixel? Understanding how the data was exposed helps determine whether your ad tech stack or internal workflows need revision. - Remediate and reinforce: After the breach, secure affected systems, update access controls, and review campaign workflows that touch PII. This might include reassessing vendor agreements, tightening form integrations, or retraining your team on secure data handling. A well-documented breach response protocol tailored to your media workflows and ad stack helps reduce downtime and shows regulators and users that you take data protection seriously. ## Key Takeaways PII includes both direct and indirect identifiers that can reveal an individual's identity, so proper handling of PII is critical for legal compliance and maintaining user trust. Regulations like GDPR and CCPA set stringent standards for PII management, and in the event of a data breach, prompt action and transparent communication are vital. Advertisers should adopt best practices, including data minimization, user consent, and robust security measures. ## Frequently Asked Questions (FAQs) ### Is an IP address considered PII? Yes, an IP address is often considered personally identifiable information (PII) because it can be used to identify or track a user across devices or sessions. Under GDPR, IP addresses are explicitly classified as personal data, especially when paired with other identifiers like cookies or device IDs. Advertisers using IP-based targeting or analytics must ensure they have proper consent and safeguards in place. Even if the data seems anonymized, it may still fall under privacy regulations if it’s linkable to a person. ### How long can advertisers legally retain PII? Retention rules vary, but advertisers should only retain PII for as long as it's needed for the specific purpose for which it was collected. For instance, if data supports a campaign, it should be deleted or anonymized after the campaign concludes. Define clear retention timelines for each data type and document them as part of your compliance plan. Keeping data longer than necessary can increase legal exposure and undermine trust. ### What are the rights of individuals regarding their PII? Individuals have the right to know what personal data is collected, how it’s used, and who it’s shared with. They can request access, corrections, deletion, and opt out of profiling or data sales. Advertisers must respond to these requests promptly, particularly under laws such as GDPR and CCPA. A straightforward, coordinated process across internal teams and vendors is essential. ### How does PII differ from non-personally identifiable information? PII includes any data that can directly or indirectly identify a person, such as names, emails, or IP addresses. Non-PII refers to information, such as device type or aggregated trends, that can't identify someone on its own. However, combining non-PII with other data can sometimes make it identifiable. Advertisers should handle any data that could reasonably point to an individual with heightened care. --- ### Social Media Advertising: How It Works URL: https://www.taboola.com/marketing-hub/social-media-advertising/ Last Modified: 2025-10-27 10:21:48 I’m old enough to remember an internet without social media. Back then, there were message boards and chatrooms, but everything changed in the early 2000s, and I’ve watched the evolution of it take shape from its inception. As an advertising copywriter who's spent lots of time trying to figure out how to get people's attention, social media completely rewrote the rulebook. It's not just about screaming your message the loudest anymore; it's about conversations, communities, and finding your people and audience where they already are online. ## Defining Social Media So, what exactly counts as "social media" now, anyway? Social media is about connecting people — and that doesn’t need to happen only on the biggest social websites. Nowadays, there’s endless online platforms and tools that let people and groups share content, interact, and build relationships in their own communities. It’s a massive, constantly evolving digital forum, where conversations happen, photos and videos are shared, and ideas spread like wildfire (for better or worse). It’s been quite a journey to watch. Social media transformed from simple online forums into complex ecosystems that often seem to have a hive mind of their own. There’s a place for all interests and communities and media now — platforms that specialize in everything from short-form video to professional networking and super-niche interests. It’s already altered how we communicate, how we consume information, and basically how society functions. Everyone has a voice, and the landscape of news, entertainment, and, of course, marketing is changed forever. ### What Are The Different Types and Categories of Social Media? Again, the term “social media” has grown to incorporate a whole lot, and it's not a one-size-fits-all thing anymore. There are more than a few different types, each serving a unique purpose. Here’s just a few: Social networks: These are what most people think of immediately — platforms like Facebook or LinkedIn. Their primary function is to connect individuals with each other, letting them build profiles, share updates, and interact inside and outside their circles. Content communities: These are all about sharing specific types of content. YouTube, obviously, is for video. Pinterest is for images. Instagram also started primarily as an image-sharing platform before expanding. Blogs and microblogs: Blogs are personal or professional websites where people regularly post articles or thoughts. Microblogging, like what you’d find on X (formerly Twitter), is about sharing short, frequent updates instead. Discussion forums: Places like Reddit have huge networks of communities where people discuss specific topics. Review sites: Yelp and TripAdvisor fall into this category, letting users share their experiences and opinions about businesses or places. ### What Are the Key Characteristics and Features of Social Media Platforms? Despite their different user experiences, most social media platforms share overall common traits. They're built around user-generated content, meaning the users themselves are creating and sharing the bulk of the information. They’re the ones that drive interaction through comments, likes, shares, and direct messages, and the site usually offers profiles for users to customize and express themselves. Most of all there’s the “social” part, where the platforms encourage the building of networks (or friends, followers, etc). What's interesting, at least to us advertising nerds, is how they often use algorithms to personalize what you see in your feed, trying to show you content they think you'll engage with. This algorithmic aspect is incredibly important for advertisers to grasp, as it directly impacts how you can make sure your content and ads are discovered. ## Popular Social Media Platforms for Advertising Different platforms mean different audiences and different ways to engage, so choosing the right one is important for keeping your goals on track. ### What Are Some of the Most Popular Social Media Platforms Used for Advertising? The biggest names always come to mind: Facebook (and its family, including Instagram), TikTok, YouTube, LinkedIn, Pinterest, and sometimes X. These platforms have wide user bases and robust tools that allow for incredible precision in targeting users. Plus, each platform has its own personality, its own crowd, and its own strengths for advertisers. ### What Are the Unique Features and Demographics of Platforms Like Facebook, Instagram, X, LinkedIn, TikTok, etc.? Taking some time to understand the nuances of the different platforms is crucial for deciding the best place to put your ad dollars. #### Facebook It might seem outdated, but it’s still a beast. Facebook has a broad demographic reach, with strength in detailed audience targeting based on interests, behaviors, and demographics. It's good for almost any advertising goal, from brand awareness to direct sales, thanks to its versatile ad formats. #### Instagram Visually driven, Instagram is a powerhouse for brands that can tell a story with stunning images or short videos. It skews younger than Facebook, with a strong emphasis on lifestyle, but Insta is still great for brand building, product showcasing, and driving engagement, especially for e-commerce. #### X The former Twitter is all about real-time and trending topics. Ads here are often about driving conversations, website traffic, or app installs, and capitalizing on trending hashtags can be effective. That said, its demographic has changed a lot in the past few years, to say the least. #### LinkedIn The professional networking network. If you're a B2B business, or you're looking to reach professionals, LinkedIn is often your go-to. The ability to target by job title, industry, company, and skills makes it ideal for lead generation and brand awareness in the corporate universe. #### TikTok The king of short-form, highly engaging video. Its user base is predominantly younger, and content is often raw, authentic, and trends quickly. #### Pinterest Pinterest is more of a visual search engine for inspiration. Its users are often planning projects, and that makes it excellent for brands in creative, lifestyle, or retail categories, particularly for driving traffic to product pages. ## The Role of Social Media in Digital Marketing Social media shouldn’t be an isolated afterthought in your marketing plan. Make it a central hub that connects to pretty much everything else you're doing. ### How Does Social Media Integrate With Broader Digital Marketing Strategies? Social media ties into your whole digital marketing ecosystem. It can drive traffic to your website (where your search engine optimization (SEO) efforts should already be at work), serve as a customer service channel, fuel your content marketing by distributing blog posts or videos, and even help segment audiences for your email marketing. It's a crucial point in the customer journey, from initial awareness all the way through to loyalty. When I’m working on a campaign, I often tell clients to think of it as the common thread connecting all their online efforts. ### How Can Businesses Use Social Media for Brand Building and Awareness? Social media is really an irreplaceable tool for brand building. Social gives you a platform to express your brand's personality, share your values, and tell your story in a consistent voice. But, you’ve got to keep up with it. By regularly posting engaging content, running awareness campaigns, and interacting authentically, you can build recognition, trust, and create a strong brand identity that resonates. ### What Role Does Social Media Play in Customer Engagement And Community Building? This is where social media truly shines. Social media isn’t just a broadcast channel — it's a two-way street. Businesses can engage directly with customers through comments, DMs, and live sessions. By having constant interaction, you can build a sense of community around your brand with customers who are genuinely interested. Plus, when people feel heard and connected, they become more loyal, often turning into advocates for your product. ### How Can Social Media Be Used for Lead Generation and Sales? Through targeted ads, lead forms built into the platforms, and direct shopping features, you can easily move users down the sales funnel. High-intent users can be captured through compelling calls to action (CTAs), or you can nurture leads by providing content that guides them toward a purchase. ### What Is Social Listening and Why Is It Important for Advertisers? Social listening is the act of monitoring social media conversations to understand what people are saying about your brand, your competitors, and your industry. For advertisers, this is pure gold, and it’s just sitting there waiting for you. Social listening helps you identify trends, discover customer pain points, find unmet needs, and even spot new opportunities for ad campaigns or product development. It's like having a giant focus group running 24/7, giving you real-time insights all the time. Be sure to utilize it. ## Social Media Advertising The free side of social media offers plenty of benefits, but advertising is where you need to start putting some budget behind your efforts to really amplify your message and reach specific audiences. ### What Are the Different Types of Advertising Available on Social Media Platforms? Unlike the old days when you were pretty much limited to print, outdoor, and radio/TV spots, the ad formats on social media are much more diverse, and designed to fit various objectives. You've now got everything from standard image and video ads to carousel ads, collection ads, story ads, and even playable ads for games or apps. Each platform usually has its own unique spins on these, so it's worth exploring what's available where your audience is. ### How Does Social Media Advertising Targeting Work? This is arguably the most powerful aspect of social media advertising. Unlike traditional advertising, social platforms have vast amounts of data on their users, and this allows for precise targeting based on things like: - Demographics: Age, gender, location, language. - Interests: What pages they follow, what content they engage with. - Behaviors: Purchasing habits, device usage, travel patterns. - Custom audiences: Uploading your customer lists to target existing customers or create lookalike audiences. - Connections: Targeting people connected to your page, or their friends. This level of accuracy means you can show your ads to people most likely interested in your product or service, which makes your ad spending way more efficient. ### What Are Some Best Practices for Creating Effective Social Media Ads? Effective social media ads take some creative thinking and lots of tweaking and experimenting. A few things I've learned along the way: - Know your audience: Really dig deep into who you're talking to. - Compelling visuals: Social media is visual-first, so your image (or video) needs to be compelling enough to stop their scrolling. - Clear, creative, concise copy: People scroll fast, so keep it short and meaningful. - Strong call to action (CTA): Tell people exactly what you want them to do. - Test, test, test: A/B test different headlines, visuals, and CTAs. - Mobile-first: Most people are on their phones nowadays, so ensure your ads look great and function perfectly on mobile devices. ### How Do You Measure the Success of Social Media Advertising Campaigns? Track those metrics! Keep a close eye on key performance indicators (KPIs) like impressions, reach, clicks, click-through rate (CTR), engagement rate, and, most importantly, conversions — and align those metrics with your initial campaign goals. Most platforms have built-in analytics dashboards that provide all this data and are a huge help. ## Challenges and Opportunities in Social Media Marketing The social media landscape is constantly shifting, providing both challenges and exciting opportunities all the time. ### What Are Some of the Challenges Businesses Face in Social Media Marketing? One of the biggest hurdles is simply staying current as social media evolves. Platforms update their algorithms, features, and ad policies constantly and it’s really hard to keep up. You’ll need a commitment to continuous learning and adaptation. My advice for staying current is to dedicate time to it: Follow industry blogs, subscribe to newsletters from the platforms themselves, participate in online communities, and regularly experiment with new features. It's an ongoing education that never stops. Ad fatigue is another challenge; users see so many ads that yours need to consistently stand out. That can be a tough challenge to your creative side. Measuring true return on investment (ROI) can also be tricky, especially for brand awareness campaigns where the direct sales impact isn't immediately obvious. Then there's the ever-present issue of handling negative comments or feedback. Try to address them promptly, politely, and professionally — don't get defensive. Acknowledge their concern, apologize if appropriate, and offer to take the conversation offline if it's a specific issue that requires more detail. Turning a negative experience into a positive one through excellent customer service can actually build brand loyalty. Silence, however, just makes things worse. Right now there’s a big push towards creator economy partnerships and influencer marketing. Live commerce is gaining traction, too. Augmented Reality (AR) filters and experiences are becoming more common in ads, and as privacy concerns grow, platforms are investing in first-party data solutions, which means understanding your own customer data will become even more valuable for targeting. Determining how often to post on social media can also be a challenge. There's really no magic number here — it depends heavily on your industry, your audience, and the platform itself. A good starting point is to post frequently enough to stay relevant in your audience's feed, but not so often that you become annoying. Consistency is generally more important than sheer volume. ## Key Takeaways Social media advertising is a powerful, dynamic tool that lets you connect with your audience where they spend a significant amount of their time. It's about understanding the nuances of each platform, leveraging precise targeting capabilities, crafting engaging content, and constantly measuring and optimizing your efforts. While challenges definitely exist in such a rapidly changing environment, the opportunities for brand building, customer engagement, and driving real business results are endless. It's a journey, not a destination, so embrace the learning process. ## Frequently Asked Questions (FAQs) ### What is the difference between organic and paid social media? This one’s important to know, and it’s easy to spot the difference. Organic social media refers to all the content you publish on your social channels that doesn't involve making direct payments to the platform. That includes your regular posts, stories, reels, and interactions with your followers. Organic is more about building up a community naturally, sharing valuable content, and earning reach and engagement over time through the quality of what you put out there. While it’s true that the visibility of organic content is influenced by algorithms, which decide what content users see based on their past interactions and perceived interests and can be slow to get going, it generally builds long-term brand loyalty and community. Paid social media, meanwhile, is exactly what it sounds like: You pay the social media platform to promote your content, whether that's an existing post or a specially created ad. This has its advantages too, allowing you to bypass the organic algorithms to a degree, ensuring your message reaches a specific, targeted audience that might not otherwise see it. Unlike organic, paid campaigns offer immediate visibility and precise targeting options based on demographics, interests, and behaviors, as well as detailed analytics to measure clicks, leads, or sales. I wouldn’t go all-in on one or the other: A smart strategy usually involves a blend of both, using paid efforts to boost key messages and reach new audiences, while organic keeps your existing community engaged. ### What is influencer marketing and how does it relate to social media? Influencer marketing is a powerful branch of social media marketing. It involves collaborating with people who already have a dedicated following and credibility within a specific niche or industry — a.k.a "influencers." These influencers, through their authentic voice and established trust with their audience, can promote your products or services in a way that’s more natural and feels less "sales-y" than traditional advertising. They might create sponsored posts, videos, reviews, or even participate in brand campaigns. If they use and like the product, that honestly comes through. Social media platforms are where influencers build their communities and exert their influence. Without those platforms, influencer marketing as we know it simply wouldn't exist. Brands utilize influencers as an inroad into their highly engaged audiences, and benefit from the influencer's built-in trust and reach. It's proven to be an effective strategy for brand awareness, driving consideration, and even direct sales, especially when targeting younger, more digitally native users who might be more skeptical of traditional ads. The key is finding influencers whose audience truly aligns with your brand and values, making sure the partnership feels genuine to their followers, as audiences can sense inauthenticity. ### What are some key metrics to track for social media performance? Tracking the right metrics is essential for finding out if your strategies are actually working, and that goes for both organic or paid. For awareness, you'll want to look at metrics like reach (the number of unique users who saw your content) and impressions (the total number of times your content was displayed). These alone are going to tell you how widely your message is being seen. When it comes to actual engagement, examine metrics such as likes, comments, shares, saves, and video views. A high engagement rate indicates that your content is resonating, sparking interest and interaction and building a stronger community around your brand. For website traffic and conversions, track measures like click-through rates, website visits driven by social media, and ultimately conversions (purchases, lead form submissions, downloads, etc.). These metrics tie your social media efforts directly to your business goals. Cost metrics like cost-per-click (CPC), cost-per-mille (CPM): cost per thousand impressions, and cost-per-acquisition (CPA) are also vital for paid campaigns to ensure you're getting an efficient return on your ad spend. It’s best to combine and analyze a mix of these metrics for an overall view of your social media performance, allowing you to continually refine and grow your strategy. --- ### Youtube Ads: All You Need to Know URL: https://www.taboola.com/marketing-hub/youtube-ads/ Last Modified: 2025-11-13 12:29:25 YouTube is one of the most powerful digital advertising platforms available today. With billions of users watching videos each month, it offers businesses a unique opportunity to reach targeted audiences through engaging visual content. Understanding YouTube Advertising, how it works, and how to set up effective campaigns can help drive better marketing results and support your overall business goals. ## What Is YouTube? YouTube is a global video-sharing platform owned by Google. It allows users to upload, view, share, and comment on videos across a range of topics, from entertainment to education. For advertisers, YouTube provides tools to reach potential customers with tailored video ads placed before, during, or after videos on the platform. ## YouTube Campaign Setup Setting up a YouTube ad campaign is a relatively straightforward process that occurs within Google Ads. Once you've set up your Google Ads accounts, the platform guides you step by step through creating your ads, choosing a target audience, and setting a budget. By following these steps, you can ensure your ads reach the right viewers effectively. ### Add Your Business Information Start by adding your business name and website to your Google Ads account. Linking existing Google accounts can help you receive tailored recommendations for your campaigns. ### Choose a Campaign Goal Choose from several campaign goals, such as purchases, lead form, and brand awareness. Select an objective that best matches what you want to achieve with your campaign. Choosing the right goal helps YouTube deliver your ads to the viewers most likely to act. ### Create Your Ad Upload your video and write headlines and a description to support it. Google Ads utilizes AI to test combinations of visuals and text to determine what works best for your audience. ### Choose an Audience and Budget During this step, you can set who will see your ads. This is done through various targeting settings, including demographic details, interests, keywords, and placements. Then, decide on your daily advertising budget. Google manages budget pacing to distribute your spend efficiently over time. ### Launch Your YouTube Ad Campaign Complete the process by reviewing your campaign setup and confirming payment details. Set up conversion tracking before launching the campaign to accurately measure the results. If everything looks good, publish your ad! ## What Are the Different Types of YouTube Ads? YouTube offers a range of ad formats to meet different business goals and viewer preferences. Choosing the right ad type for your campaign helps ensure your message reaches viewers in ways that align with how they consume content on the platform. Each format has unique features, costs, and placement options, so understanding them can help you maximize your budget. ### Skippable In-Stream Ads Skippable in-stream ads play before, during, and after videos on YouTube. Viewers have the option to skip these ads after five seconds. Advertisers are only charged when someone watches at least 30 seconds of the ad or interacts with it, whichever comes first. They're a flexible option for delivering longer messages while keeping costs tied to actual engagement. ### Non-Skippable In-Stream Ads Non-skippable ads are up to 15 seconds long and must be watched in full before the viewer's chosen video begins. Because viewers cannot skip these ads, they guarantee the complete delivery of your message. They are ideal for concise, impactful promotions where brand awareness is the primary goal and broad outreach is needed within a short timeframe. ### Bumper Ads Bumper ads are short, non-skippable ads that last up to six seconds. They are designed for quick, memorable messages that reinforce brand recognition without interrupting the viewer's experience for too long. Bumper ads are effective when paired with longer ad formats in a campaign, as they help strengthen brand recall through repetition. ### In-Feed Video Ads In-feed video ads appear as thumbnail images with text in YouTube search results, alongside related videos, or on the YouTube homepage feed. When viewers click the thumbnail, they are taken to the video watch page to view the full content. This format encourages active engagement by allowing viewers to choose whether to watch your video based on their interest. ### Masthead Ads Masthead ads display at the top of the YouTube homepage feed and autoplay without sound for up to 30 seconds. Because of their prominent placement, masthead ads are reserved for campaigns that require wide visibility in a short time, such as major product launches or national campaigns. ### YouTube Shorts Ads Shorts ads appear within YouTube Shorts, the platform's short-form video feed optimized for mobile viewing. These ads are best suited for quick, impactful messages that capture attention in fast-scrolling environments. Shorts ads should include strong visuals and concise messaging to stand out within seconds. ## Tips for Maximizing Your YouTube Campaign Strategy Using YouTube effectively involves more than simply launching ads: Implementing thoughtful strategies can enhance engagement, reduce cost, and amplify the impact of your campaigns. Focusing on creative variety, targeting, and calls to action can help your budget go further while reaching your goals. ### Vary Your Ad Formats Use a combination of ad formats to increase your reach. Each format engages viewers in different ways, so using multiple formats can help reinforce brand messaging across touchpoints. ### Refresh Your Creatives Regularly Update your ad creatives frequently to prevent ad fatigue among viewers. Refresh ads with new visuals, messaging, or calls to action to keep campaigns engaging and maintain performance over time. ### Test Targeting Options Try different targeting settings, such as demographics, interests, and keywords. Experimenting with these settings can help reveal which audience segments engage most with your ads. Review performance data and adjust targeting to ensure your campaigns remain effective. ### Include Strong Calls to Action Every ad should tell viewers what you want them to do next. Add direct and specific calls to action to increase the odds of viewers taking your desired action after watching your ad. ## YouTube Targeting and Audience Best Practices Targeting on YouTube enables you to reach viewers who are most likely to be interested in your products or services. Using the right targeting options ensures your ads are shown to people who fit your ideal customer profile, which can improve engagement rates and the return on your advertising investment. ### Define Core Demographics Narrow your audience using demographic filters such as age, gender, location, and language. Focus on viewers who match your target market to avoid spending your budget on people less likely to engage with your ads. Selecting the right demographics builds a strong foundation for the rest of your targeting. ### Use Advanced Targeting Reach viewers based on their interests, habits, and recent online behavior. Select affinity audiences to connect with individuals who share specific lifestyles or interests. Use custom intent audiences to target viewers who are actively researching topics or products related to your business. Applying these advanced options helps you engage people closer to making a purchase decision. ### Expand Reach With Similar Audiences Grow your audience by targeting similar audiences. YouTube identifies new viewers who share characteristics with your existing customers or website visitors. This feature helps you find more potential customers while maintaining relevance and targeting efficiency. ### Use Target-Specific Placements Choose specific YouTube channels, videos, or partner sites where you want your ads to appear. This ensures your ads show alongside content that matches your message and audience interests. Targeting placements strategically increases the chances that viewers will engage with your ads. ## YouTube Ad Creative Best Practices Creating strong ad creatives is essential for YouTube campaign success. Your ads should grab attention quickly, deliver your message clearly, and inspire viewers to act. Follow these best practices to improve your ad performance. ### Capture Attention Quickly Grab attention within the first few seconds. Use bold visuals, direct openings, and strong audio to make viewers want to keep watching. Start with a clear hook that connects directly to your product or message to prevent viewers from skipping your ad. ### Keep Video Length Appropriate Make sure your video length aligns with what viewers expect for each ad format. Short ads are ideal for quick reminders or brand awareness, while longer formats provide space to tell a more comprehensive story. Each YouTube ad type has time limits. Keep your videos within those time limits to ensure they run properly and keep viewers engaged without feeling rushed or dragged out. ### Adapt Creatives for Each Format Tailor your ad creatives for their specific placements. Use vertical videos for Shorts ads to fill the mobile screen and horizontal videos for in-stream ads to match standard viewing formats. Adjust visuals, text, and calls to action to ensure clarity and effectiveness on both desktop and mobile devices. ### Write Clear Copy Craft headlines and descriptions that are direct, benefit-focused, and easy to read. Avoid jargon or complex phrasing that may confuse viewers. Use simple language to highlight why your product or service matters to them. Always include a strong call to action to guide viewers to their next step. ### Use AI to Optimize Creatives Leverage AI tools within Google Ads to improve your ad creative performance. AI can analyze which headlines, visuals, and calls to action drive the best results with your target audience. Apply these insights to test new variations and refresh your ads regularly without relying solely on manual guesswork. ## YouTube Ads Measurement Measuring your campaign's performance helps evaluate its effectiveness and identify areas for improvement. As digital video ad spending in the U.S. continues to rise, reaching an estimated $72.4 billion in 2025, it's more important than ever to track key YouTube metrics to ensure your ads perform competitively. ### View Rate View rate measures the percentage of viewers who watch your ad after it appears. The average YouTube view rate is 31.9%. A higher view rate indicates that your ad is capturing attention effectively. If your view rate isn't where you'd like it to be, test new hooks or visuals to make your ads more engaging. ### Cost Per View Cost per view (CPV) indicates the amount you pay when someone watches at least 30 seconds of your ad or interacts with it. The average CPV for YouTube ads is approximately $0.026. ### Click-Through Rate Click-through rate (CTR) measures how often viewers click your ad after watching it. The average CTR for YouTube ads is about 0.65%. A strong CTR suggests your message and call to action are motivating viewers to learn more or take the next step with your business. ### Cost Per Thousand Impressions Cost per thousand impressions (CPM) shows how much it costs to display your ad 1,000 times. Recent data shows YouTube CPMs cost around $3.53 on average. Monitoring your CPM helps you determine if your ads are reaching viewers cost effectively compared to broader industry averages. ### Video Completion Rate Video completion rate (VCR) shows the percentage of viewers who watch the entire ad. High completion rates indicate that your creative is maintaining attention from start to finish, strengthening brand recall and message delivery. If completion rates are low, adjust your pacing, hook, or messaging to improve engagement. ## How to Optimize YouTube Ads Performance Optimizing your YouTube ads can improve results and maximize your advertising budget. By continuously testing and adjusting your ads, your campaigns are more likely to stay effective as viewer behavior, competition, and costs change over time. ### Review Data to Improve Creatives Review your campaign performance data regularly to identify which ads drive the highest view rates, click-through rates, and conversions. Use these insights to update underperforming ads with new visuals, messages, or calls to action. Refreshing your creative based on data keeps your ads engaging and prevents ad fatigue. ### Adjust Targeting for Better Results Analyze which audience segments generate the best engagement and conversion rates. Refine your targeting to focus on these high-performing groups while excluding segments with low performance. This makes your budget more efficient by concentrating spending where it delivers the most impact. ### Review Bidding Strategies Regularly Check your bidding approach to ensure it aligns with your campaign goals and current market conditions. Switching between bidding types — such as cost per view and target cost per action — can help you improve cost efficiency and achieve better results, depending on your objectives. ## What Are Common Pitfalls to Avoid in YouTube Advertising? Even well-planned YouTube campaigns can underperform if you overlook common mistakes. Understanding these pitfalls will help you to create ads that engage viewers effectively and use your budget wisely. ### Ignoring Mobile Optimization Most YouTube viewers watch videos on their phones. Failing to design ads for mobile can lead to poor performance. Ensure your visuals are clear, your text is large enough to read on small screens, and your calls to action are easy to tap on mobile devices. ### Keeping Ads Running Without Refreshing Them Running the same ad creative for too long can cause ad fatigue, where viewers become accustomed to your content and stop engaging with it. Refresh your creatives regularly with new visuals, messages, or calls to action to maintain viewer interest and performance. ### Using Weak Calls to Action Ads that don't clearly indicate what viewers should do next will fail to drive results. Include a direct and specific call to action with each ad to guide viewers to the next step. ### Overloading Ads With Information Including too much detail in a single ad can confuse viewers and weaken your message. Focus on one clear idea or benefit in each ad to keep it simple, direct, and easy for viewers to remember. ## YouTube Campaign Budget Your YouTube ads budget plays a key role in campaign planning and success. A clear budget helps control costs while ensuring your ads achieve their goals. When you understand how YouTube ad pricing works and the factors that influence it, you can create campaigns that reach the right viewers without overspending. ### Understand What Affects Your Ad Costs YouTube ad costs depend on several factors such as your bidding strategy, campaign goals, ad type, targeting options, audience size, and seasonal demand. For example, running ads during peak seasons like the holidays often costs more because of higher competition. Knowing these factors helps you plan your budget better and avoid surprises. ### Allocate Budget to Match Campaign Goals Consider your goals when deciding how to split your budget. If building brand awareness is the priority, consider investing more in formats like skippable in-stream ads to reach a wider audience. For driving quick conversions, dedicate a portion of your budget to Shorts ads or in-feed video ads to capture attention in shorter formats. ### Set Daily Limits Daily budgets keep your spending under control. Google Ads uses budget pacing to spread your spend strategically across the campaign period, ensuring your ads appear when viewers are most active. Regularly checking your budget settings ensures your campaigns remain aligned with your broader advertising goals. ### Apply Frequency Caps to Improve Efficiency Using frequency caps limits how often the same viewer sees your ads. This helps prevent overspending on repeated impressions that may not lead to additional results. Frequency caps also make your budget go further by reaching more viewers, rather than showing ads repeatedly to the same people. ## YouTube Bidding Strategies The bidding strategy determines how much you pay for ads and how effectively they reach your audience. Each approach supports different goals, so understanding these options helps you choose the best fit for your campaigns. ### Use Cost Per View to Build Awareness CPV bidding charges you only when someone watches at least 30 seconds of your ad or interacts with it. This approach is effective for building brand awareness because you only pay when viewers show real interest. It's a good option if your main goal is to efficiently reach as many people as possible. ### Choose Cost Per Thousand Impressions for Broad Reach CPM bidding focuses on maximizing your ad's visibility. You pay based on the number of times your ad is shown, regardless of whether viewers engage with it. Use CPM when your priority is to increase brand exposure and reach a large audience quickly. ### Optimize Conversions With Target CPA Target CPA bidding helps you drive specific actions, such as website sign-ups or purchases. You set the average amount you're willing to pay for a conversion, and Google Ads automatically adjusts bids to get the best results within that goal. This strategy is most effective when you have a clear conversion objective and want to control acquisition costs. ## YouTube Ad Compliance and Approval Before launching a YouTube ad campaign, ensure your ads comply with YouTube's policies and approval requirements. Following these guidelines helps prevent delays, disapprovals, or account issues that can impact your campaign results. ### Copyright Violations Use only music, images, video, and other creative assets you own or have licensed properly. Uploading ads with copyrighted materials you don't have the rights to can lead to rejections or even account penalties. Double-check usage rights for every asset included in your ads before submitting them for review. ### Content Policies Review YouTube's advertising policies to ensure your ads do not include misleading claims, prohibited products, or restricted topics. For example, ads cannot promote certain healthcare products, adult content, or financial schemes that violate platform standards. Stay up to date with these guidelines to avoid rejections and keep your campaigns running smoothly. ### Approval Reviews After submitting your ads, YouTube reviews them to confirm compliance with all guidelines. Most ads are approved within one business day, but more complex content may take longer. Plan ahead for the approval window to ensure your campaigns launch on time, without unexpected delays. ## YouTube vs. Other Digital Marketing Platforms YouTube stands out from other digital marketing channels because it combines the power of video storytelling with precise targeting options. Unlike static image or text ads, YouTube ads engage viewers through sound, motion, and narrative, making it easier to build emotional connections and explain complex ideas clearly. Its integration with Google Ads allows you to target specific demographics, interests, and search behaviors. You can reach viewers while they watch content that entertains or educates them. Reaching people in these moments increases your chances of engaging those already interested in similar topics or products. When used in conjunction with display advertising on the open web, as well as search and social media ads, YouTube adds a strong visual component to your marketing strategy. It helps reinforce your brand message across multiple platforms and moves viewers closer to the action. ## YouTube Trends to Know for 2025 YouTube continues to grow as both a content platform and an advertising channel. Changes in how people watch videos and interact with brands are creating new opportunities for marketers in 2025. Awareness of these trends can help you maintain a competitive edge in a crowded space. - YouTube Shorts growth: Shorts now average over 200 billion views daily, nearly a 185% increase since mid-2023, making them a dominant format for short-form, mobile-first content. - New AI tools: YouTube is rolling out Veo 3 to help creators generate AI-enhanced videos for YouTube Shorts. While the tool is designed for creators, it raises the bar for video quality. Brands and advertisers must consider their creative strategy to stay competitive. - Follow-on views optimization: YouTube's Demand Gen campaigns now include optimization for follow-on views. This targets people likely to watch more videos from your channel after seeing an ad, helping brands grow organic engagement. ## Key Takeaways YouTube advertising offers a powerful way to reach targeted audiences through engaging video content. Your ads perform best when you know what you want to achieve and create messages that resonate with viewers. Review your campaigns regularly to measure results and identify areas for improvement. Stay up-to-date on trends and adjust your strategies as needed to keep your YouTube ads competitive and drive better results for your business. ## Frequently Asked Questions (FAQs) ### How does video SEO relate to YouTube ads? Video SEO improves the visibility of your videos in YouTube search results and suggested videos. Optimizing titles, descriptions, and other elements makes it easier for people to find your content organically. Even if you run ads, good video SEO supports your campaigns by building stronger ad placement within YouTube's algorithm, increasing overall views and reinforcing your brand presence. ### Why was my YouTube ad rejected? YouTube rejects ads for several reasons, including policy violations, the use of copyrighted content without permission, or the inclusion of misleading claims. Common issues include promoting restricted products, failing to meet technical requirements, and using unlicensed music. Before resubmitting, review YouTube's ad policies and make any necessary changes. ### How can I use YouTube Shorts for advertising? YouTube Shorts are short-form videos up to 60 seconds long, designed for quick viewing on mobile devices. To advertise effectively with Shorts, create videos that feature strong hooks within the first few seconds and maintain clear, direct messaging. Use captions or on-screen text to reinforce your call to action since many viewers watch without sound. Shorts ads are best for short, impactful promotions that grab attention quickly. --- ### Driving Direct Response Sales on the Open Web: E-comm Insights from Xevio (Part 1) URL: https://www.taboola.com/marketing-hub/direct-response-sales-open-web/ Last Modified: 2026-04-12 14:48:49 As marketers continue to look for alternatives to the diminishing returns of search and social, the open web is becoming an ever-more appealing option. To help you get the most out of this channel, I talked with Xevio co-founder and CEO, Nadim Kuttab, an advertising veteran who’s worked closely with Taboola to bring affiliate, brand, and arbitrage spend to new heights globally. Having grown a multi-million-dollar native ads agency, built out the premier native advertising community on Native Hub, and spent hundreds of millions of dollars on ads globally — as well as working on a sizable chunk of the largest Taboola ad accounts out there — it’s safe to say that Kuttab has advice worth listening to. ### Why is the open web, and particularly native advertising, becoming a dominant channel for e-commerce direct response? It's always been a good channel, it’s just that most people have never fully understood how to use it! It's becoming more dominant now because there are a lot more direct response e-comm brands, and the traditional channels where people start, whether it's search or social, are becoming harder — they're becoming less predictable, and if you're building a business, one of the things you hate most in life is unpredictability, right? You want to know that you can spend X and get Y in return, and native is exceptionally good at that. We’ve had dozens of cases over the last two years where e-commerce brands that worked with us really saw consistent and sustained revenue and growth from Taboola, but also from native ads and performance display advertising in general. So, I just think that people are becoming more aware of it. As I said, it's always been good, it's just becoming more popular now. ### What are the core differences in strategy when approaching e-commerce direct response on the open web, versus social platforms? On social, you're competing for attention with a lot of other people, so you have to be very creative — you have to have catchy videos, or very eccentric or colorful things that catch the user's attention while they're scrolling. Social media feeds are also tailored towards the user behavior of that person — channels like Meta and TikTok are very good at finding you the right people. The downside of this is that it's often the same people for a lot of different brands, and therefore the prices can be quite high, especially during peak seasons. With the open web, it's very different: You don’t target individuals, you target placements. If you’re an individual on Meta who has a user profile, Meta knows what you like and what you don't like, what you click on and what you don't click on. On Taboola, we're targeting placements, so you might not read the same websites every day, and therefore we might not consistently reach you, but we will definitely reach you, because you’re reading on the open web. That’s why I’d say that generalistic approaches always work better, because it's about reaching as many people as possible, finding the right people in that mass of users, then bringing them into your content-rich environment, where you can present them with ideas and sell them your product. It's a very different form of advertising, because one is very platform-assisted in targeting an individual, and the other is essentially mass media. That's also why products that have a broader appeal tend to work well on Taboola. ### Can you share a compelling success story of an e-commerce brand achieving significant sales growth with native ads? Yes! We had probably the craziest e-commerce case I've ever seen as a marketer, where a brand went from low seven figures in revenue to nine figures in one year. I could barely believe it myself! Taboola was responsible for close to 100 million of that, on a first-click basis, which goes to show the actual power of native if used right. This brand didn't just do native correctly, though — they did everything else correctly, too. They built their strategy on native, but then made sure that the people who were coming in were caught on retargeting campaigns, on search campaigns, on shopping campaigns. They did a phenomenal job with email retargeting and remarketing: They have a fashion product that you don't expect people to continuously buy or re-buy, but we saw a ton of repeat sales, which obviously drove up their LTV. ### How do you identify and target high-intent e-commerce buyers within the vast network of the open web? We always start with the open web ad space and then transition to Meta, etc. Most brands will do it the other way around: They'll have Google and Meta campaigns, but what they should look at is, what approaches are working on a broad network? Then build content around that. ### What role do engaging content experiences play in driving immediate purchases on native platforms? Everything! Taboola is a content discovery platform, in essence: It recommends content, whether it's organic content from publishers or paid content from advertisers. So, say you don’t create content: You’re just sending people from a Taboola ad to the homepage of a shop with 600 products. People will not buy, because you have no story — you're essentially just throwing things out there and hoping somebody picks it up. That's not how the world works, especially nowadays, where people have so many choices and options that allow them to make more informed decisions. If you do it right, though, good content on Taboola can mimic the quality of a clickout from branded Google search, which is wild — you're taking a cold user and warming them up to a point where they want the product. So, yeah, engaging content is everything. We do not have campaigns succeeding on Taboola right now without engaging content. And we spend six figures a day, easily! ### How does the ability of Realize (Taboola’s performance platform) to offer diverse inventory and placements benefit e-commerce advertisers? So, I was the first guy to criticize this update and be like, "Oh, no, they should stick to what they know!" But, I was wrong, and I'll admit it. I checked yesterday and our top ad on the case I just described is no longer native, it's display, and with a 30% lower CPA than our top native ad. Display offers real potential for growth. The ads aren't aggressive, they're just very direct and they work exceptionally well when done right. Really, these display placements can be incredibly powerful by just having direct messaging that appeals to people. Again, don't sell a product, sell a problem. ### And in terms of being able to place those display ads in multiple spots and in different styles — static, motion, etc. — how much does that affect your success? The fact that Realize gives us the ability to play around with so many different ad formats is a huge asset for the good marketers and media buyers out there. The truth is that the big agencies and brands are going to be slower at iterating and experimenting with these new formats, so if you get ahead of that curve, you can benefit from much less competitive inventory that performs just as well. ### What's the most critical factor for an e-commerce brand to succeed with direct response campaigns on the open web? Let's start with the basics: You need to have a product that people can buy immediately. If you're going to sell a $16,000 scooter, that’s probably not a direct response play on Taboola. I hate to burst the bubble of the scooter brand owners, but it's just not going to work! We found that 70-120 bucks is the sweet spot. You can go higher, but you need to expect substantially higher CPAs. It needs to be direct to consumers, not selling some networking equipment to businesses — the audiences are too broad on Taboola for that. If you're running at scale on other channels, you also need to have an attribution tool in between — whether it's Triple Whale or Klar or something else, it doesn't matter, you just need to have a system in place to assess first and last click attribution properly, because every platform will take as much credit as they can. If you're only optimizing on each individual platform independently, you're not going to get anywhere. After that, it's retargeting on other channels. If you're only looking at the last click, you're missing out on probably three or four times as many sales on a first-click basis just by not properly retargeting, doing email marketing, Google search marketing, or Meta. As with everything in the e-commerce space, it's always a mix: If you’re only focusing on one part of something, you’re missing out. To see success on e-comm, you need to do everything right. --- ### Ideas to Enhance Your Fourth of July Marketing Campaigns URL: https://www.taboola.com/marketing-hub/fourth-july-marketing-ideas/ Last Modified: 2025-09-01 08:27:32 Fourth of July in the U.S. is the summer’s biggest holiday, with holiday and vacation time carved out for many workers. It’s a one-day event that often becomes a long weekend, where friends and family gather to eat, drink, and watch fireworks. 87% of respondents in a recent survey said they celebrate the Fourth of July, and it’s the second most popular American holiday after Christmas. For performance marketers, this has also become a shopping event, with a range of industries selling products relevant to the holiday. Shoppers are busy during this period: Americans spent an estimated $15.5 billion for the Fourth last year. Marketers can set off their own fireworks — in the form of great performance metrics — with some fresh ideas and well-timed campaigns. ## 5 Ideas to Enhance Fourth of July Marketing Performance ### 1. Focus on Your Industry’s Strengths A long weekend marking the peak of summer, with fireworks, food, and fun, is especially suited for some industries in particular. Retail and automotive are some of the biggest winners during Independence Day. Consumers are primed to spend — especially with the long weekend, which gives people more time to research and buy. Think of items like grills, outdoor furniture, pools and pool toys, lawn chairs, and all the other accessories that make summer memorable. It’s a time for cookouts, picnics, and parties, so any product that enhances those moments can win big. You’ll also see success in categories like travel and hospitality, as people plan getaways or events around the long weekend. Consider localized promotions, depending on what makes sense for your brand — think fireworks, parades, and event tie-ins. CPG and beverage brands (especially alcohol and soft drinks) have a natural fit around the Fourth. Capital One Shopping found that wine and beer are the top drinks purchased, with nearly 42% of Americans buying alcoholic beverages for their Fourth of July celebrations last year. It’s a golden moment for high-ticket items and major discounts that can drive urgency, so plan for offers, discounts, and creative copy and imagery that target this event. ### 2. Time It Right for Maximum Sparks For short-term events like this, start awareness efforts early. Consumers increasingly start their purchase planning far in advance for these types of events, knowing that there will be deals available for a short window of time. Think of Amazon’s Prime Days, where marketers spend weeks priming their audience with notifications, influencer summits, early deals, and cross-channel buzz. That same playbook can apply to the Fourth of July. Great marketing starts weeks ahead, so the brands that win are creating anticipation and generating urgency by using teaser messaging, creating “countdown to savings” or early-access content, airing influencer previews, and creating pre-event wish lists. By the time the actual day arrives, the best campaigns have already moved their audience from awareness to intent — and now just need to capture the conversion. If you’ve done your up-front work, the purchases should build up nicely on Independence Day itself. Early momentum is key to get ahead of competitors. Of course, marketers shouldn’t forget about post-holiday momentum. Often there’s a second wave of opportunity right after the Fourth, as people return to their routines or realize they missed a deal — and that there’s still plenty of summer left for seasonal purchases. Consider running extended promotions (as you would for Black Friday through Cyber Monday), remarketing to browsers who didn’t convert, or using first-party data collected during the holiday to inform your next campaign push. ### 3. Channel Your Channel Efforts Make sure to avoid single-channel thinking on the Fourth of July. Success doesn’t come from just one format or platform: Use a multi-touch strategy across the open web, social, email, and native placements to ensure you’re meeting your audience where they are in this short timeframe — and nudging them from interest to action. A cross-platform presence can help spread your messages, reaching consumers through email, social, native display, and video for a full-funnel impact. In addition, for a winning Fourth of July strategy, think mobile-first, not just mobile-responsive. Prospects are out of office, away from their desks, and often traveling. Prioritize mobile optimization before desktop and tablet to ensure a frictionless experience for all your shoppers. SMS shouldn’t just mirror email campaigns — it should reinforce urgency. Use text messages to remind shoppers about expiring, time-sensitive deals, last shipping days, and exclusive offers. Many consumers wait until the last minute, and a one-day event goes by quickly, so SMS can cut through the noise and drive swift action. Boost your text marketing impact after a purchase with real-time updates and tracking info. A well-timed SMS can turn hesitation into conversion, ensuring your brand captures every possible sale. ### 4. Bring In the Fun Leaning into patriotism, community, and summer vibes are all effective strategies for marketers. Campaigns that celebrate America, barbecue culture, and togetherness tend to resonate. One standout was Pepsi’s 2023 “#BetterWithPepsi” campaign, which paired the brand with iconic July 4th foods — even poking fun at classic burger chains to drive conversation. In addition to these themes, it’s a great time to test new creative, like “freedom to save” or “independence from high prices” to open up playful, engaging narratives. But, avoid being generic. Don't just slap a flag on your creative; spend some time making it stand out with strong copy and imagery beyond stock photos. Make sure the tone and visuals actually speak to the audience’s mindset and behaviors during the holiday. ### 5. Think Beyond the Consumer The Fourth of July has traditionally been a major B2C moment, but its marketing potential extends beyond just consumer-facing brands. While it’s undeniably a high-impact sales period — especially in industries like retail, automotive, and home goods — it also represents a cultural milestone: a celebration of summer, freedom, and community. For many consumers, it's become shorthand for “big deal season.” Consumers might say, “I’m waiting for Fourth of July sales,” before making a significant purchase, whether that’s a car, mattress, or even home improvement essentials. It’s a powerful opportunity for brands to tap into seasonal mindset shifts, especially for products tied to life milestones or summer-driven behavior. Even in B2B, companies can tie into the season with thoughtful storytelling, thematic content, or creative brand building that aligns with the spirit of independence and momentum. ## Key Takeaways Fourth of July in the U.S. is a big summer holiday, and performance marketers can treat it like a one-day shopping event that can drive a spike in conversions and revenue. Build awareness ahead of time, test relevant creative, and use all available channels wisely to turn conversions around quickly for Independence Day purchases. ## Frequently Asked Questions (FAQs) ### Are there any specific demographic segments we should target? Within the U.S., there are a range of demographic segments to consider. Ideally, you should first use the audience data you’ve gathered to create segments that make sense for your business. But, broadly, in terms of age, younger generations like Gen-Z and millennials are more likely to more vigorously celebrate the Fourth. Other demographics to consider are high spenders, recent customers, and active loyal customers. Keep in mind that different regions of the U.S. may have different Fourth of July traditions, or be more likely to attend a parade or fireworks event. ### What kind of sales or promotions will be most appealing? Many industries can promote sales and promotions for the Fourth of July, including CPG, beverage, retail, automotive, and travel. Across all of these, consider sales or promotions that use patriotic themes, highlight summer essentials, and offer limited-time details to capture the short timeframe. You might try flash sales, patriotic or U.S.-themed promo codes, or free shipping, as some examples. Also consider bundles or a free giveaway or add-on for a large purchase like a grill or outdoor furniture set. ### Which marketing channels will best reach our target audience for this holiday? All your usual channels will come in handy as part of your marketing strategy for the Fourth of July — email, social media, paid ads, and text messages. Keep a close eye on local opportunities for this holiday, such as any tie-ins with parades, fireworks, or other events. You might consider print ads and QR codes, sponsorships, or offers that align with local celebrations. --- ### Insurance Marketing Trends for Digital Advertisers in 2026 URL: https://www.taboola.com/marketing-hub/insurance-marketing-trends/ Last Modified: 2026-03-16 12:01:10 While the insurance industry has always been competitive, the last few years have seen a rapid transformation of the landscape of digital advertising. This only complicates things further for insurance professionals. With rising customer expectations, tighter data privacy regulations, and soaring acquisition costs, insurance marketers must rethink the way they reach and convert audiences. In 2026, it’s important for insurance marketers to meet customers where they are. Here are some of the top trends shaping insurance marketing this year. What’s changed in our 2026 update: - All entries include updated and current information and advice. - All stats and figures updated with new and current information. - All information on data privacy laws updated in line with current information. ## Trend 1: The Rise of Personalized Customer Experiences in Insurance Personalization has gone from being a “nice to have” to a non-negotiable in insurance marketing. In 2026, personalization is no longer a differentiator on its own, though: Relevance, timing, and tone are what set brands apart. Customers have begun to expect tailored offers at each step of a long, multi-touchpoint buying journey. Here are some ways insurers are personalizing the customer experience: ### Hyper-Personalization Using Data Traditionally, advertisers have relied on demographics to personalize ads, but growing privacy concerns and restrictions around third-party data have accelerated a shift away from identity-based targeting. In 2026, leading insurance marketers prioritize privacy-safe, signal-based personalization instead. Instead of demographics, insurance marketers now harness: - Behavioral signals: These data points are based on user actions, such as page scroll depth and time on site. - Intent data: Brands can look at user behavior to predict when people may be actively considering something they sell. - Custom landing pages: Dynamic landing pages adjust based on the visitor. That means customers see information that matches their interests. Insurance can be an emotional purchase: Consumers want to know they can trust a company to follow through if they ever have to file a claim. Personalization helps you earn trust even with customers who are still in the early stages of shopping for plans. The power of personalization is increasingly showing up in consumer preference surveys, too. Here are a few stats that show the importance of personalizing the insurance experience: - 71% of consumers expect personalized interactions with brands, and 76% express frustration when personalization is missing. - 53% of customers say they’re willing to share personal information if it makes their experience smoother and more relevant. - 93% of customers say a brand will lose their trust if they mishandle their data. - Up to 88% of insurance customers indicate that they expect tailored experiences from insurers, and personalization correlates with higher loyalty and satisfaction. By personalizing your insurance marketing, you reduce friction for customers researching various options by offering only the most relevant information. Customers face a long, multi-touchpoint journey on their way to a purchase, and will shop around to find the best ideal, making it more important than ever to capture their attention quickly. You also have the ability to demonstrate empathy as a brand. For instance, if someone is shopping renter’s insurance for a first apartment, you have the opportunity to deliver messaging that mentions that user’s pain points. As valuable as personalization can be, it comes with an important caveat: Brands need to balance the value of personalization with the demand for data privacy. You can do this by having transparent data-use policies and making it easy for customers to opt out. ## Trend 2: Leveraging AI and Automation in Insurance Advertising Artificial intelligence (AI) is transforming the way insurance marketers operate. In 2026, AI has shifted from an experimental advantage to an operational necessity across insurance marketing teams. Instead of working for hours, crafting individual campaigns for different audiences, you can invest in innovative solutions that boost efficiency, sharpen your targeting, and unlock new creative potential for lead generation. Some top stats on AI and automation in insurance include: - 90% of insurers report being in some state of AI adoption, with 55% already in early or full implementation of generative AI technologies. - The majority of insurers are deploying AI, but only 7% have fully scaled systems across the enterprise. - 62% of survey respondents report experimenting with AI agents and 23% say they’re starting to scale them in some functions. - Across industries, AI-driven search ad spending in the U.S. is expected to grow to nearly $26 billion by 2029, up from just over $1 billion in 2025. Source: EMARKETER Here are some top ways insurance brands are using AI and automation to track down new customers. ### AI-Powered Automation Both insurers and marketers are increasingly incorporating AI into their lead generation processes. One of the biggest ways the technology can help you is in refining your audience targeting: Instead of targeting based on demographics and historical data, AI can base targeting on real-time browsing behavior to ensure you reach customers based on what they’re interested in now, not three months ago. In 2026, this targeting is increasingly powered by aggregated, privacy-safe behavioral and contextual signals, rather than individual identifiers. It can even predict future behavior, to a certain extent. AI can also supercharge your ad bids. By adjusting your bids in real time, AI can more effectively manage conversions and lower your acquisition cost, making your ads more efficient. French insurance company GMF, for example, utilized the AI-powered Maximize Conversions bidding solution, alongside the implementation of first-party data for targeting, to see an 82% increase in lead volume — 134% above their stated goal. Today, many insurers pair this kind of automation with cost and compliance guardrails to avoid over-optimization in regulated environments. Lastly, AI tools can help you seek out the best ad creatives. You can test various approaches, then optimize and scale based on how your creatives are performing. As a bonus, you’ll gather data that can help you create more effective ad creatives moving forward. One example of AI-powered testing is Progressive Insurance, which used generative AI to test ad variants, producing 96 audio variants in only two weeks. As a result, the company increased quote initiations by 31%. In the end, though, 96 variants proved to be excessive, making it tough for the AI to model data accurately. ### Chatbots and Virtual Assistants As your ads bring in leads, you’ll need representatives to respond and answer any questions people may have. Paying someone to do this job can cut into your budget, but technology has created an easier way. In 2026, chatbots and virtual assistants are commonly used to accelerate early-stage engagement, rather than replace human agents. These tools also come in handy for scheduling agent consultations and walking users through quote comparisons. While they’re no replacement for an experienced agent, technology can handle lower-level customer interactions, freeing up agents to focus on setting up coverage and interacting with existing policyholders. GEICO has hopped headfirst into the technology, building a chatbot into its mobile app. Policyholders can request information on coverage, view billing information, access documents like proof of insurance cards, and more. ### Predictive Analytics AI doesn’t just help with automation, it can also predict which users are most likely to convert and which offer will work best for a specific customer. Modern predictive tools increasingly provide probability-based insights rather than absolute predictions. In addition to knowing the “who” and “what” of ad placement, AI can also be used for timing, since the right tools will serve ads to a user at the optimal time to boost the chances of converting. As marketers shift from targeting by identity to targeting based on intent, it’s essential for insurance marketers to have the right tools in place. These tools will help you reach the right prospects without violating user privacy. Predictive analytics can also be used to assess your marketing campaigns. One example of this is Lemonade, which used the Bayesian marketing mix modeling to gather data on all of its marketing activities. This holistic approach allows the insurer to identify which marketing channels are most effective to help predict future performance. While AI-based tools have made marketing easier, they do come with some challenges. Insurers face both implementation cost and a learning curve in making the switch to these tools, as well as the extra steps involved in ensuring compliance with a regulated vertical like insurance. As they become more popular, marketers also risk over-relying on them. It’s essential to pair these solutions with human expertise to get the best results. It’s important to continuously monitor the performance of any AI-driven strategy. These ongoing audits will ensure the technology aligns with your goals and your customers’ expectations. ## Trend 3: The Growing Importance of Digital Channels and Omnichannel Strategies in Insurance Consistency is key when insurers are communicating with customers. The predictability serves as a comfort, whether they’re getting an insurance quote or comparing one provider against another. Paid reach on search and social platforms is more expensive than ever, and prices are only continuing to rise. As a result, insurers in 2026 are expanding into diversified digital discovery and performance display environments to improve efficiency. Some key stats impacting omnichannel strategies include: - 78% of insurers reported plans to increase budgets for tech spending in 2025. Priorities were, in order: AI, big data and analytics, and cloud and digital infrastructure. - 47% of all insurance policy purchases now occur through digital channels, significantly outpacing traditional agents and call centers. - In specific product segments like personal auto and homeowners insurance, a majority of policies are initiated online, reflecting growing digital discovery and purchase behavior. It’s important to note that even though insurance shoppers often start researching on mobile, the journey doesn’t end there. Top insurers are turning to omnichannel implementation, starting with digital ads and funneling users to personalized landing pages, then nurturing them through email and having an agent follow up to close the deal. Marketing doesn’t stop once you’ve won over a customer, though. By using tools like SMS reminders for policy renewals, you can ensure a policyholder sticks around from one year to the next. While many things about insurance marketing are standard to marketing in general, there are some factors that make it stand out. Here are some key touchpoints in the customer journey when shopping for a new policy: - Awareness: You want to make a good impression on new customers, and for that, few things work as well as display ads. The right ad creative can grab a prospect’s attention. - Consideration: Once a customer knows about your brand, it’s time to progress to the research phase. Comparison tools and dynamic ad creatives can help you educate consumers and convince them to make a purchase. - Decision: Sign-ups should be as easy as possible to keep interested customers moving forward. Seamless mobile quote forms and AI chat support can equip you with what you need to convert a prospect into a customer. - Retention: Keeping existing customers on board is important, too. Personalized renewal messages and loyalty messaging can maintain engagement with your current policyholders. Even the best marketing campaigns can fall apart. Disconnects between online and offline experiences aren’t uncommon, but there are some things brands can do to keep things consistent both online and off. Make sure you use consistent messaging across channels, and check that your online quotes include a save feature. This will allow a prospect to continue a quote on a different device. Don’t forget mobile: Consumers are increasingly browsing on mobile versus desktop, making it important that brands have mobile-friendly websites. Make sure your forms are both short and tap-friendly and that your websites have fast load times. If you encourage customers to call to get or finish an insurance quote, click-to-call is essential in a mobile-centric world. ## Trend 4: Content Marketing and Building Trust in the Insurance Sector Trust is essential in insurance. Customers need that extra layer of comfort before signing a contract, so for that reason, content marketing has become a staple in the industry. The right content helps educate customers and establish your brand as an authority. Here are some ways to build authority and foster trust for your insurance brand in 2026: - How-to guides. - Interactive quizzes. - Customer testimonials. - Premium and deductible calculators. - Thought leadership articles on industry changes. - Videos and blogs told from the perspective of licensed agents. A few trends are shaping the type of content that’s landing in 2026. Interactive carousels and dynamic question-and-answer content can capture short attention spans and make customers feel as though they’re part of your brand. Also of note: - About 75% of marketers reported diminishing returns on social media ad spend in Q1 2025, and more than 80% expanded beyond social media to additional channels. - A 2026 industry outlook revealed that customers increasingly expect clarity and transparency from insurance companies in online channels. Source: Taboola For insurance marketers, investing in diverse formats should be a priority. Interactive tools like premium calculators and educational articles can be ways to attract and engage customers. Search engine optimization (SEO) is another area of marketing that’s always changing. For insurance marketers, remaining competitive means tweaking your strategy for the techniques working best in 2026. That includes: - Long-tail queries: Phrases like “best health insurance for recent college graduates” will gain more traction than “best health insurance.” - Hyper-localization: If you can dominate a relevant local market or two, you’ll be able to capture more attention than going for a nationwide market. Keyphrases like “homeowners insurance San Diego” will help you gain visibility in those local markets. - Voice search optimization: Today’s customers search using voice. By structuring your pages for Google’s featured snippets and voice search, you can gain a competitive edge. - AI search: With growing numbers of people either searching directly through platforms like ChatGPT, or relying on Google’s AI snippets, tailoring content to be picked up by these tools is also critical for success. Another trend dominating content marketing in 2026 is video. Insurance can be an especially complex issue, and videos can help demystify various topics. DirectAsia used short-form video as part of a larger strategy that generated more than 2,000 leads in just a six-month period. Best of all, the company reduced its cost per lead by more than half. ## Trend 5: Data Privacy and Regulatory Changes Impacting Insurance Digital Advertising Privacy has become a hot topic in recent years, and in 2026, consumers are more aware than ever of their rights. A growing number of U.S. states now have comprehensive consumer privacy laws, creating a complex compliance landscape for insurance marketers. Insurers handle sensitive information, so it’s important to be aware of the key regulations and how they’re changing in 2026. - General Data Protection Regulation (GDPR): This data protection law applies to residents in the European Union (EU). It’s stricter than U.S. law, so it’s important that any insurers with EU operations stay on top of it. - California Consumer Privacy Act of 2018 (CCPA): California residents are protected under this law, which gives them control over how their data is collected and used. In 2026, increased fines and penalties continue to heighten pressure on businesses to remain compliant. - Gramm–Leach–Bliley Act (GLBA): This federal law ensures companies offering financial products — including insurance — disclose information-sharing practices and offer opt-out options for sharing personal information. Recent updates to the GLBA Safeguards Rule impose stricter cybersecurity and data protection requirements on insurers and their vendors. - New state privacy laws: 19 states now have privacy laws that impact marketers across all industries. Many states also impose comprehensive consumer privacy obligations, not just targeted or sector-specific rules. - American Privacy Rights Act: This proposed legislation will impose privacy regulations at the federal level. While it’s not in place yet, the APRA remains under active consideration and could significantly affect future advertising, so it’s important to keep an eye on it as you’re planning future data collection and advertising practices. As privacy laws continue to tighten, insurance marketers have been challenged to find new ways to target consumers. Here are some statistics on how privacy is affecting insurance marketers in 2026: - 19 U.S. states have comprehensive data privacy laws, with new laws taking effect in Kentucky, Indiana, and Rhode Island on January 1st. - As of early 2025, privacy and data protection laws are in effect in 144 countries. - Privacy laws protect an estimated 6.64 billion people, which is roughly 82% of the global population. Privacy regulations limit use of third-party cookies and cross-site tracking without consent. Advertisers also now struggle with retargeting, since these regulations limit the use of personal identifiers. Complicating matters is third-party cookie deprecation, which is now an operating condition rather than an upcoming disruption. This has driven marketers toward delivering ads based on a user’s current activity (contextual tracking) and actions on a site (behavioral intent signals). For insurance marketers, privacy protections are even more important. Consumers prioritize trust when looking for an insurance policy, and behavior that might be seen as shady or invasive can erode that trust. To thrive in a privacy-first world, insurers should: - Use clear, concise consent language. - Make it easy for consumers to choose which data to share. - Regularly audit data partners for compliance. - Lean into tools that predict instead of track. - Offer a gift in exchange for contact information (i.e., calculators, informational content). ## Key Takeaways Personalized insurance marketing is no longer optional, but in 2026, effectiveness depends on delivering relevance while respecting privacy. AI-powered tools make it easier for brands to use contextual tracking and behavioral intent signals to target prospects. With many consumers now starting their insurance search on mobile, a seamless omnichannel approach is crucial, but it’s important to build in privacy protections in everything you do. Insurance is one industry where trust-building is essential, and brands can do that through the content they create and present to consumers. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for insurance in 2026? In 2026, performance display advertising dominates, and brands are taking creatives to the next level. Carousel ads and vertical videos engage today’s users more than traditional native placements. While marketers still rely heavily on search and social, rising costs have driven marketers to look for more affordable ways to stand out in the crowded insurance market. Short-form video and mobile-optimized clicks are especially popular with insurance marketers in 2026, providing a way to capture user attention and boost their cost per acquisition (CPA). ### How can digital advertisers measure the ROI of their insurance marketing campaigns? Tracking return on investment (ROI) is an important part of optimizing your budget, but marketers need to look at a variety of metrics to get the full picture. CPA and cost per lead are important, along with overall customer acquisition cost, quote-to-policy conversion rates, and the lifetime value of each acquired customer. Top-performing insurers rely heavily on all-in-one platforms that can connect the dots between ad spend, user engagement, and policy enrollment, making it easier to keep an eye on the entire customer journey. ### What are some common mistakes to avoid in insurance digital advertising? The biggest mistakes in insurance digital advertising can be tied back to customer experience. Overcomplicated enrollment forms that aren’t mobile-friendly will lose many prospects almost as soon as you attract them. Another mistake brands make is failing to hyper-personalize advertising efforts, which can make ads feel generic. Since building trust is important in advertising, failing to comply with data regulations is a big no-no. Lastly, relying on third-party tracking data in an increasingly privacy-restricted environment can lead to outdated information that impacts your ROI. ### What are the key performance indicators (KPIs) for successful insurance digital marketing? In many ways, insurance marketing doesn’t differ from marketing in other industries. Marketers still need to focus on click-through rate, time spent on page, cost per lead, and return on ad spend. Insurance marketers should also monitor conversion rates on quote forms, policy signups, and policyholder retention. Platforms that track these metrics while building in AI optimization can help you identify which audiences and creatives bring the best return. ### How is the rise of insurtech companies influencing digital advertising strategies in the insurance industry? The global insurtech market is experiencing massive growth, and that’s good news for insurance marketers. Today’s top insurtech companies offer seamless, mobile-first experiences and highly educational content. To remain competitive, more traditional insurers have found they need to step up their game, investing in performance-focused tools that automate testing and targeting. These tools help level the playing field, allowing even smaller insurance providers to compete. --- ### How to Prepare for Amazon Prime Day 2025: Tips for SMB's URL: https://www.taboola.com/marketing-hub/amazon-prime-day-tips/ Last Modified: 2025-07-03 06:47:40 Amazon’s Prime Day has become a four-day online event during the height of summer. Millions of shoppers visit the site to find deals on items they’ve been considering, along with browsing to see what’s available at a great price. For SMBs, this event brings lots of opportunities to gain new customers and increase sales quickly. Last year, Prime members around the world bought more than ever before during Prime Day, and independent sellers, most of them small and midsized businesses, sold more than 200 million items. Prime Day is also fast-paced and competitive. While it has some similarities to Black Friday, marketers have to keep in mind that it’s a more time-sensitive buying journey, and more intent-driven. The funnel is a lot shorter on Prime Day, with research and buying happening in the same session. Here’s how to prepare and strategize to make these days successful, no matter what your budget and resources. ## Pre-Prime Day Preparation Start off strong with smart preparation ahead of the Prime Day event, including figuring out your campaign type, budgeting, A/B testing, audience targeting, and strategic bidding. Above all, make sure to have all your plans lined up in advance of the event. 58% of consumers wait until Prime Day to buy big-ticket items like electronics and home goods — it’s a captive audience, but for a very short period of time, so you want to make sure you’ve nailed all the details to make it easy for shoppers to find and buy what you’re offering, letting you focus on real-time tweaks as needed during the event itself. Also, make sure you have enough inventory, that your content is ready, and you’re advertising the right products. Here’s what else to consider as you’re putting your plan together. ### Campaign Types With multiple options and a huge potential audience, consider carefully which campaigns you’ll build and run for Prime Day. SMB marketers don’t always have massive resources, so it’s important to be smart about the placements you choose, and craft relevant messaging. In addition, make sure to diversify the channel mix for Prime Day campaigns: Place the right ads on the right channel based on what you know about your audience and prospects, and what your Prime Day goals are. You can create separate campaigns for each targeting type for more data-driven decisions at scale during the event. On top of this, you need to make sure to optimize your product detail pages and align them with your advertising around deals or coupons, especially any type of Prime-exclusive or Prime Day discounts. Product detail pages should have clear, concise messaging, bullet points on product benefits, and high-quality imagery and descriptions. Check ahead of time that the creative for Prime Day follows Amazon’s guidelines for special events. ### Budgeting For an event like Prime Day, it’s essential to be able to dynamically shift budget to top-performing creative to get the most out of it — while four days is longer than previous Prime Days, it’s still a condensed period of time, so wise spending will help you stay under budget. It’s possible within Amazon to create schedule-based rules, so that peak shopping hours receive more spending, and ideally higher conversion rates. ### A/B Test with Early Campaign Launch You can start with what you already know about which types of campaigns, content, and offers work for your audience as you prep for Prime Day. A/B testing ahead of the event can be very helpful, allowing you to start gathering data and understanding audience intent before you go live. Test your creative and be sure to retarget users, as well as calling out the discount, limited-edition, or other special Prime Day information. Amazon recommends starting automatic targeting at least five weeks ahead of Prime Day to give you time to identify any new shopping patterns or keywords that you can use. ### Audience Targeting Getting your audience targeting right will help you stand out to buyers in a sea of shopping opportunities. Consider these tips to get your strategy on track ahead of the event: - Focus on high-intent shopping segments, which might include deal seekers and category-specific enthusiasts. - Don’t exhaust channels where competition and prices are high, such as search, social, and Amazon itself — look for ways to prioritize visibility where competition is lower. - Use any predictive analytics tools and historical sales data to focus on users who are likely to convert based on past purchases. ### Bidding Tips SMB marketers have to optimize bidding wisely during Prime Day. You’ll want to have the most visibility possible within your budget, which can be challenging with so much competition. Your best bet is optimizing bids toward peak hours, then lowering them during slower parts of the day. Keep in mind the various time zones of shoppers as well, depending on what you know about your audiences. Again, Amazon offers features like schedule-based bidding rules and audience bid boosting, which might be useful, depending on your budget and goals. ## During Prime Day As the Prime Day event approaches, stay on top of all your marketing tactics throughout the four days. For SMBs in particular, agility and flexibility are key to success. ### Real-Time Analysis and Adjustments Performance marketers can count on Prime Day being a busy time — ideally with lots of purchases to show for it. Gather as much real-time data as you can with your marketing platform and make changes as needed. Ideally, your preparation will help you avoid too many surprises, but you can’t always predict every outcome, particularly when you’re dealing with lots of high-intent shoppers in a short time period. Focus on monitoring campaign performance, inventory levels, and competitor activity, such as price changes. Then, use insights to adjust targeting, bids, and budgets to get the most performance out of your campaigns (and the most sales possible). You might increase promotion of a product selling better than you expected, for example, or add cart recovery strategies if lots of shoppers are abandoning their carts. Some typical metrics to monitor on Prime Day include: - Inventory levels. - Sales volume. - Revenue. - Average order value. - Conversion rates. - Marketing campaign performance. - Web traffic and clickthroughs. - Customer service inquiries. ## Post-Prime Day Analysis After Prime Day is over, it’s time to see what went well and where to improve. Keep an eye on these areas: ### Data and Reporting Put together a comprehensive report after Prime Day is over. What performed well? What didn’t? What was much better or much worse than projections had anticipated? See what your top-selling products were, which promotions succeeded, and which customer segments drove the most revenue. Keep track of these metrics, plus any others that are relevant for your industry: - Overall sales performance compared to goals and previous events. - Product-level performance analysis. - Customer segment performance. - Marketing campaign effectiveness. - Inventory management efficiency. - Profitability analysis, including margins on discounted items. After doing a full report and debrief, performance marketers can make strategic changes accordingly. You might update customer segments based on Prime Day behavior, consider tech updates if there were roadblocks, or refine forecasting models for inventory, for example. The data from Prime Day, captured and analyzed well, can inform your performance marketing strategies going forward. ### Customer Sentiment What did customers think about your Prime Day promotions? Sales data and the number of first-time buyers can give you a baseline for how well the event went for your business. Ideally you also captured some useful first-party data on customers and gathered insights into popular products. Depending on your industry, you might consider engaging further with customers in these ways: - Follow-up social media posts. - Targeted emails, such as for product reviews or post-purchase surveys. - Analysis of customer service interactions. - Product reviews and ratings on Google or Yelp. - Focus groups or interviews if appropriate. ## Key Takeaways Amazon Prime Day can be a big revenue driver for businesses of all sizes. Making it a success for SMBs involves strategic audience targeting, budgeting, and bidding, along with real-time tracking and adjustments during the four-day event. ## Frequently asked questions (FAQs) ### How can I make my deals stand out? Standing out as an SMB on Amazon Prime Day takes some strategizing. Make your deals stand out as an SMB marketer by incorporating all the first-party data knowledge you can. The insights gleaned from first-party data can enable effective ad placement, so you reach the right audience through the right ad formats. ### Am I thinking full funnel, or should I be focused on my performance metrics? The traditional idea of full-funnel marketing still plays a role in buying journeys, but users are increasingly taking nonlinear routes to get to the conversion or purchase stage. The journey may look like a funnel, but it also may be a web of varying interactions across channels. On Amazon Prime Day, you may be working all stages of the funnel, from awareness to purchase. The time frame is so condensed, though, that performance marketing metrics are a better option to get results. Performance data should inform creative, targeting, and media spend decisions before and during the event. ### Is my inventory ready for Prime Day? A data-informed inventory strategy is the best way to be ready for Prime Day. There’s always a bit of uncertainty — will there be too little inventory for a popular product, or too much for another product that underperforms? If you’ve used your historical data and customer knowledge, along with Amazon’s inventory management tools, you’re as ready as you can be. Monitor inventory levels closely during the Prime Day event to make adjustments as needed to avoid customer dissatisfaction with out-of-stock issues. --- ### Affiliate Marketing Trends to Know URL: https://www.taboola.com/marketing-hub/affiliate-marketing-trends/ Last Modified: 2026-01-13 10:23:51 The affiliate marketing landscape is more competitive than ever in 2025, thanks to organic reach declining (in part to Google’s AI Overviews), as well as cookie-based tracking becoming less reliable. Still, there is plenty of opportunity to succeed if you can adapt to the changing environment. With that in mind, here are five affiliate marketing trends to be aware of right now. ## Trend 1: The Continued Emphasis on Transparency and Trust in Affiliate Marketing Trust and transparency have always been foundational to effective marketing. Consumers are far more likely to buy from brands they believe are honest and credible, and it doesn’t appear that trend will change any time soon. In fact, the need for trust is on the rise: - According to the 2023 Edelman Trust Barometer, 71% of consumers believe that it’s more important to trust brands today than it was in the past. - 79% of Gen Zers believe it’s more important than ever to trust the brands they buy from and use, per the same study, and 59% of consumers are more likely to purchase products from a brand they trust. - According to Trustpilot, 66% of consumers are often or very often influenced by customer reviews when making a purchase. Unfortunately, consumers are becoming more skeptical of overly positive product reviews, misleading content, and fake testimonials. Consider these statistics: - A 2023 Bazaarvoice study revealed that 75% of consumers worry about fake reviews. - As far back as 2020, 49% of global consumers already believed that many brands were guilty of manipulating customer reviews to boost their reputation. - 63% of consumers believe it's the brand’s responsibility to ensure that information presented in online reviews is accurate and complete The erosion of trust goes beyond shady marketing practices, with consumers being more exposed to fraud than ever before. In the United States, the Federal Trade Commission (FTC) reported that consumers lost more than $12.5 billion to fraud in 2024, a 25% increase over the previous year. So, how can advertisers and affiliates build long-term trust with their audiences in 2025 and beyond? For starters, only promote products you genuinely believe in, and look to add value rather than making a quick sale. Affiliates should share personal experiences and aim to provide unbiased comparisons. All parties must ensure they are following FTC guidelines by clearly disclosing affiliate links and partnerships. Many platforms offer tools to make this easier: For example, Instagram and YouTube offer built-in “Paid Partnership” tags to clearly label sponsored content (more on this in trend 3, below). The bottom line is that transparency and trust are no longer a nice-to-have in affiliate marketing, they are non-negotiables. And remember, authenticity matters more than perfection. ## Trend 2: The Growing Importance of Content Quality and Niche Authority for Affiliates As audiences place an increased importance on trust, it’s more crucial than ever for affiliate marketers to prioritize high-quality, valuable content. While this can require a significant amount of time and effort, affiliates who provide genuinely helpful, well-researched content will stand out, especially as distrust around the quality (and amount!) of AI-created content continues. Top marketers are aware of this. In 2024, WordPress VIP conducted an extensive survey of marketing executives and found the following insights: - 54% of organizations believe that the pressure to drive revenue with content has increased over the last 12 months. - Organizations saw creating high-quality content (33%) as their biggest challenge in 2024 (only 17% cited data privacy concerns). Source: WordPress VIP WordPress VIP found that the results were similar for both B2C and B2B businesses, indicating that content is key, regardless of whether you’re marketing to businesses or consumers. Building trust and authority through content goes beyond creating in-depth tutorials, reviews, or expert roundups that highlight your knowledge and experience, though. While those are highly effective content formats, you also have to engage with your community through social media, email newsletters, or online forums. It’s a long-term strategy, but over time, affiliates can establish themselves as trusted experts in their niche. Finally, don’t forget about the importance of SEO optimization in promoting your content. While AI tools are changing the way people search online, strong SEO practices continue to build trust and authority, not only with search engines but also with users. ## Trend 3: The Evolution of Influencer Marketing within Affiliate Programs Influencer marketing is no longer about the number of likes or overall reach: In 2024, brands partnered with more micro-influencers to increase engagement and conversions, since these smaller creators have established high levels of trust and authenticity with their audiences. - According to Hubspot’s 2025 State of Marketing & Trends Report, 44% of B2C marketers found the most success with micro-influencers (audiences of 10,000 to 99,999) in 2024. - Only 25% of marketers had the most success with macro-influencers (audiences of 100,000 - 999,999), per the same report, and only 7% had the most success with mega influencers (audiences of $1MM+). (Hubspot, 2025) Not only is there a greater focus on smaller influencers, but how influencers are compensated is also changing. Traditional sponsorships are still a thing, but more brands are providing influencers with unique affiliate links. This way, brands can track conversions directly from the influencer’s content, ensuring that payouts are tied more closely to performance. TikTok, YouTube Shorts, Instagram Reels, and even Threads have emerged as top platforms for influencer affiliate marketing because they provide high engagement and work well with product-focused content. Speaking of AI, many marketers believe that influencers will eventually be replaced by AI-generated influencers or social media avatars. In fact, Hubspot reported that 86% felt this shift would begin to happen by the end of 2025. But, that remains to be seen — as mentioned above, quality and authenticity are vital to success in affiliate marketing, and neither are currently terms strongly associated with AI-generated content. And, again, it’s clear that smaller influencers who have that built-in trust with their audience are finding increased success in affiliate marketing. ## Trend 4: The Strategic Use of Data and Analytics for Affiliate Optimization Data remains one of the most potent tools for affiliate marketers. The information you gain from measuring click-through rates (CTRs), conversions, and more can help you uncover what’s working and identify areas where you can improve. Marketers recognize the importance of data in 2025: When asked by Hubspot about the biggest marketing industry changes in the past year, data usage took two of the top five spots on the list (see chart below): Source: Hubspot So, what key metrics should affiliate marketers track? While it depends on your campaign goals, here are some key metrics to consider measuring: - Click-through rate (CTR): Measures the percentage of users who click on an affiliate link compared to the number who saw it. - Conversion rate: Measures the percentage of users who take the desired action, like an email sign-up, purchase, or download. - Earnings per click (EPC): Tracks the average earnings for every click on an affiliate link. - Traffic source performance: Breaks down where affiliate traffic is coming from and compares the conversion rates of each traffic source, such as social media, email, and search traffic. Explore 8 ways Taboola Can Maximize Your Affiliate Marketing Campaigns. Beyond standard performance metrics, many brands, especially retail brands, are placing an increased focus on incrementality. In other words, they want to know if the affiliate truly influenced a sale, or would the customer have purchased anyway? Brands are facing tighter profit margins, so naturally they want to know which affiliates are really driving incremental value, as they want to avoid paying commissions on sales that would have happened even without the affiliate’s involvement. Marketers can use key metrics, such as customer lifetime value (LTV), new vs. returning customers, and assisted conversions to measure incrementality. These and other metrics also help marketers identify high-performing affiliates to whom they can offer higher commission rates or exclusive deals. There are several tools available to track affiliate link performance and conversions, but the most suitable ones will depend on your specific use case. For example, Amazon Associates offers its own built-in dashboard, but it’s only compatible with Amazon links. For affiliates using Realize to track their performance, a wide range of metrics are available, including conversion rate, CTR, CPA, and more. If you’re promoting products across multiple networks (ShareASale, Impact), a tool like Affluent.io or WeCanTrack can consolidate all of your data in one place. If you’re managing paid traffic campaigns or require more in-depth attribution data, apps like Voluum or ClickMeter provide robust tracking, A/B testing, and conversion reporting. Speaking of A/B testing, marketers and affiliates should always A/B test their campaigns. Try different variations of everything from headlines to copy, CTAs, link placements, and landing pages to see which ones perform better. ## Trend 5: The Rise of New Platforms and Technologies in Affiliate Marketing While many tried-and-true affiliate strategies remain effective in 2025, affiliate marketing is evolving rapidly, thanks to the emergence of new social platforms and the growing popularity of short-form video formats, such as TikTok, Threads, Instagram, and YouTube Shorts. AI tools also make it easier than ever to build a website, although driving traffic to sites is still a challenge, one best met through a combination of digital advertising, social media, and SEO. According to Hubspot, marketers today are reporting the highest ROI from short-form video: Source: Hubspot, 2025 State of Marketing Report AI tools are also transforming how affiliates create content and optimize their campaigns. AI content generation is already widespread, thanks to platforms like Jasper, Claude, ChatGPT, and many more, and according to a 2024 study, nearly 80% of affiliate marketers reported embracing AI-driven content creation. When it comes to creating ad campaigns, ad networks like Realize, Google Ads, and Facebook Ads now offer AI-powered ad targeting and bidding, making it easier for advertisers to reach their target audience. Web3 applications, built on blockchain technology, are being used to automate payouts, improve tracking accuracy, and create more trust between advertisers and affiliates. While the technology is still early and somewhat experimental, use cases like tokenized incentives and smart contract-based affiliate programs show promise. Privacy-related changes have created challenges in affiliate marketing, too, including the loss of third-party cookies. This has made traditional affiliate tracking much less reliable. To counter this, affiliates should try to use first-party tracking whenever possible and leverage affiliate platforms that support cookieless tracking, like Impact or Partnerize. Other options include focusing on email marketing, which is not affected by browser-based tracking limitations. Cross-device tracking has become increasingly valuable in 2025 as users are constantly moving between phones, tablets, and desktop computers. To keep up, affiliate platforms are using first-party data, user logins, and device fingerprinting to track a user’s actions across devices. Even major affiliate networks, such as Impact and Partnerize, are supporting cross-device attribution to help affiliates get proper credit and improve commission accuracy. ## Key Takeaways To succeed as an affiliate marketer in 2025 and beyond, you need to be able to adapt to a rapidly changing environment that’s being impacted by AI-powered search (and content creation), ever-changing privacy laws, and evolving consumer expectations. The most successful affiliates will understand how to create high-quality content that builds trust and transparency with their audiences. They will also realize that performance marketing that leverages data is no longer optional. If you can embrace these trends and leverage the right tools and strategies, you can stay ahead of the curve and continue to grow in a highly competitive industry. ## Frequently Asked Questions (FAQs) ### What are the most profitable affiliate marketing niches in 2025? In 2024, Authority Hacker surveyed over 2,000 professional affiliate marketers and found that the most profitable affiliate niches were Education & E-Learning, Travel, Beauty & Skincare, Finance, and Technology. Health & Fitness, E-Commerce, and Home & Garden were also very profitable. ### How can beginners get started with affiliate marketing? While the path to becoming an affiliate marketer can vary, here are five key steps to follow: - Choose a profitable niche you understand. - Build a platform to sell on, e.g., YouTube channel, TikTok account, website, email newsletter, etc. - Sign up with one or more affiliate networks, like Amazon Associates, ShareASale, Impact, Skimlinks, etc. - Create valuable content, such as detailed product reviews or comparisons, using written copy and/or video. - Measure your performance. Use analytics software and AI tools to monitor clicks, conversions, and earnings. Remember to A/B test and double down on what works. ### What are some common mistakes to avoid in affiliate marketing? Inexperienced affiliate marketers often struggle with the same mistakes. This can include creating low-value posts that are stuffed with affiliate links and, as a result, potentially penalised by search engines; failing to include proper legal disclosures; and not measuring performance by tracking click-through and conversion rates. ### How can advertisers find and recruit high-quality affiliates? To ensure you work with high-quality affiliates, leverage analytics to identify top performers and target niche creators who have established a high level of trust and transparency with their audience. Always remember to keep the lines of communication open between you and your affiliates. ### What are the key legal and regulatory considerations for affiliate marketing? One of the challenges affiliate marketers face in 2025 is complying with the ever-changing regulatory landscape. You must comply with global privacy laws, such as the GDPR, inform users when cookies are used, avoid any deceptive sales practices, and satisfy FTC disclosure requirements (U.S.). Additionally, many social media platforms, search engines, and affiliate networks have their own rules regarding affiliate links. If you don’t comply, your account may be suspended. --- ### User Acquisition (UA): How to Get Prospects to Convert URL: https://www.taboola.com/marketing-hub/user-acquisition/ Last Modified: 2025-06-30 09:18:35 User acquisition, or UA, is getting new users to view a website, download an app, or sign up for a new service. For some industries, this looks more like customer acquisition, but for digital products and services — like websites and apps — it’s called user acquisition. ## Understanding User Acquisition Companies measure UA in a few different ways, depending on the industry and other factors. For instance, an app may measure UA through how many downloads it gets, while a website might track UA by how many clicks brought in new visitors. Both approaches have a similar goal, i.e., to gain new users at a lower cost than the user’s lifetime value (LTV). ### What Are the Main Goals of User Acquisition Efforts? Regardless of the UA measurement, many companies have similar user acquisition goals, such as: - Monetizing your site, app, or service. - Increasing attention and recognition for your company or brand. - Figuring out which marketing and promotional methods work for converting new customers. - Determining how users navigate the service, site, or app from initial visit or download, through their entire experience. ### How Does User Acquisition Relate to the Overall Growth Strategy of a Company? UA is an ever-evolving measurement. It’s a tool that takes you through the entire lifecycle of a user, from their first impression of your product or service to ongoing engagement. Without a user acquisition model, it’s difficult to figure out what works (and doesn’t) for building up a user base. Even as goals, ideas, and plans change over time, building and tweaking user acquisition measurements is a normal part of the process. ## Key Channels and Strategies for User Acquisition ### What Are Organic User Acquisition Channels? Organic UA attempts to reach users through non-paid, organic means, like search engine optimization (SEO), social media posts, and content marketing. These options provide free (or less costly) resources you can capitalize on to attract new users. For instance, you can write forward-thinking articles on your site, optimize the page for SEO, and share that article on your site without paying much in the way of additional costs to spread that content. ### What Are Paid User Acquisition Channels? While organic user acquisition gains users through largely free avenues, paid UA is when a company pays to get new users to visit, download, or otherwise find a new site, app, or service. These methods include paid search, social media promotions, or display ads — all content that costs money to execute. Affiliate marketing is one way to build users through paid user acquisition. When an affiliate shares a business’ ad, product, or service on their website or social channels, it reaches their audience. When one of them clicks and converts, the affiliate gets paid a commission. Influencer marketing operates similarly: Companies pay influencers to share a product, service, site, or app with their fanbase and followers. Sometimes, influencers promote companies with a discount code or special link. Every time one of those followers uses that code or clicks a link, it counts as a conversion and influencers get paid. Some companies offer referral programs to boost user acquisition. These options vary based on the company, offerings, and benefits: For instance, a bank might offer a cash incentive for every referral that signs up for a new account. Other companies may reward existing customers with free products, store credits, and upgrades without an additional charge. ## The User Acquisition Funnel ### What Are the Different Stages of the User Acquisition Funnel? User acquisition funnels follow a similar strategy to other types of marketing funnels. At the top of the funnel, there’s awareness. This is the largest part of the funnel, where sites and apps are trying to reach the most amount of users. In the middle of the funnel, there’s consideration — a smaller group of users who are starting to learn more about the product. At the end of the funnel is the smallest stage: decision. This stage is the group who will hopefully take the final step to conversion. ### What Key Metrics Are Tracked at Each Stage of the Funnel? #### Stage 1: Awareness Impressions and clicks measure the awareness stage. Look at specific metrics, like unique visitors, where users are coming from, and the bounce rate. Measure all UA outlets, like native advertising, video ads, and search engine optimization (SEO) content. #### Stage 2: Consideration Think about how users and readers are considering your site or product. For ads, evaluate the cost per click (CPC) and cost per lead (CPL). Also look at the click-through rate (CTR) and session times to see how many users are going from initial awareness to consideration. #### Stage 3: Decision For this stage, you’re tracking retention rates, cost per acquisition (CPA), and how many people are starting to trust your app or site. These measurements help you bring users back as repeat users and readers. ### How Can You Optimize Each Stage to Improve UA Efficiency? Start by setting clear goals for your business or site. These goals are different for everyone, depending on the type of business you have and what you’re looking for out of users. During the awareness stage, you’ll want to reach your wider target audience. You can do this through hyper-targeting and segmentation, where you send out specific ads and messaging to specific groups of people. Try A/B testing on your site, app, and emails, switching up call to action (CTA) messages and visuals to see what sticks. As you’re evaluating who is coming from where, continue to target and encourage those users in the consideration stage. Take advantage of remarketing tools to get your messaging back in front of people who’ve seen your product, but not yet converted. At the decision stage, make conversion as easy as possible. Signing up, downloading, check-out, or any other onboarding should be seamless. Keep users engaged all the way through by offering incentives, sign-up bonuses, free trial periods, or other methods to encourage immediate action. ## Measuring and Analyzing User Acquisition Performance ### What are the key performance indicators (KPIs) for user acquisition? KPIs vary depending on your app or site. Generally, you should think about conversion rate, i.e., the number of users that are actually converting on your site. Another vital metric is customer acquisition cost (CAC), which measures how much you’re spending on average to acquire new customers. To calculate this, add up all your sales and marketing spend, and divide it by the number of new customers you’ve acquired during a designated period. ### What tools and platforms are used to track and analyze UA data? Depending on what you’re measuring, you might need a few different tools in your arsenal to track and monitor user acquisition data, such as Google Analytics, Meta Ads Manager, TikTok Ads, or Pinterest Advertising. Use them to discover where users found you, then track their customer journey. You can group users together through these discoveries, using cohort analysis to monitor user behavior throughout their journeys. ## Optimizing User Acquisition Efforts ### How can A/B testing be used to improve UA campaigns? A/B testing can improve CPC and CTR results as you learn how different users interact with your site, app, and advertising efforts, so you should constantly be testing everything from email newsletter subject lines to different images or visuals and various CTAs. Take advantage of advertising platforms that offer AI-powered A/B testing, which will let you test and optimize in real time. As an example, A/B testing is a great way to optimize landing pages to boost conversion rates, lower your bounce rate, and analyze the users you’re intending to target. You should test different layouts, styles, product offers, promotions, and CTAs. For instance, does the landing page with user testimonials perform better than the version without it? A/B testing will give you a concrete answer. ### How can you leverage data and analytics to refine your UA strategies? Data should be at the forefront of your strategy, guiding your decisions and letting you figure out for certain what works and what doesn’t. It’s important to remember that data changes regularly, though — there’s no set-it-and-forget-it outlook. Use the data you have to see how you’re reaching, acquiring, and retaining users, then figure out how to continually build off of that momentum. ### What is the importance of understanding user intent in UA? User intent is everything — without understanding a user’s intentions when clicking through to your landing page, you can’t effectively capture their interest and convert them. As a result, you’ll see high bounce rates and low conversion rates, leading to an overall unsuccessful campaign. ## Key Takeaways User acquisition is the process of targeting, converting, and retaining users. It’s best achieved through a mix of organic and paid efforts, and as with any other kind of customer acquisition, it’s vital to both understanding user intent, and your own data. ## Frequently Asked Questions (FAQs) ### What is the difference between user acquisition and customer acquisition? User acquisition is usually for apps and websites, while customer acquisition is for people buying a product. They are technically interchangeable, depending on your business model and what you offer in a user experience. ### How do you choose the right UA channels for your business? First, learn your target audience, goals, and what you can offer users. Then, look at what your competitors use and what works best for them. Think about your budget and identify two or three different channels where you can make initial investments. But, don't forget organic user acquisition options, as these don't require much investment to start. ### How important is mobile user acquisition? While it depends on your company's overall mission, strategy, and offerings, mobile UA is vital for most companies. The vast majority of users are browsing for their needs on their phones. If you want to maximize UA, you should develop a mobile strategy. ### What are some emerging trends in user acquisition? Hyper-personalization is at the forefront of UA. Artificial intelligence, or AI, is a leading tool in the hyper-personalization of UA, whether delivering targeted messages during the impression or interest stages, or triggering an email if a potential user doesn’t make a purchase. --- ### Google Ads: How Do They Work? URL: https://www.taboola.com/marketing-hub/google-ads/ Last Modified: 2025-08-21 10:58:30 Whether you realize it or not, you most likely see Google Ads every single day, either on your desktop or on your mobile, even when you don’t use the Google search engine itself. Google Ads — which until 2018 was called Google Adwords — is one of the most popular online advertising platforms, enabling businesses to showcase ads across Google’s ecosystem. You’ve seen Google Ads on search engine results pages (SERPs), of course, but they’re not limited to just the search engine: They appear on YouTube (owned by Google), Google Display Network partner websites, and apps. Businesses can create targeted campaigns to reach potential customers based on keywords, demographics, interests, or browsing behavior. Just as Google’s search engine constantly evolves in ways it doesn’t publicize, so does Google Ads. And, no, you can’t pick and choose which merchant’s sites you want to advertise on — that’s up to Google. With constant changes that even the best SEO team can’t be fully aware of, it’s vitally important that marketers get familiar with the mechanics of Google Ads to optimize placement and get the most bang for your buck. Here’s the rundown on what you need to know. ## Types of Google Ads ### Search Ads These ads appear on SERP pages. In the earliest days of Google, search ads were text-only ads that appeared in the right-hand sidebar next to search engine results; later, thumbnail photos were added. It was pretty cluttered, if you recall, with a typical SERP page displaying up to 11 ads. The type of ad shown would be determined by the specific keywords users queried: For example, a user searching for “Halloween costumes for cats” would be shown ads for exactly that, as well as adjacent products — pet food, pet toys, and so forth. Google removed sidebar ads in 2016, in favor of a model where ads appeared above the search results (up to four ads) and at the bottom (up to three ads), bringing the total ads shown per page down to seven from the previous 11. Most likely, this decision was based on the fact that, in 2015, mobile searches started to exceed desktop for the first time, and sidebar ads are not optimized for mobile. In those days, Google SERP page ads were clearly labeled “Ad,” but otherwise, the ads sometimes resembled regular search results. So, for example, a search for “Halloween costumes for cats” might feature four ads at the top with titles like, “How to make your cat tolerate clothing without getting bitten.” If you weren’t paying attention, you might think it was an article — only by clicking on it would you see that the link’s purpose was to lead to a page selling taco or princess costumes for your feline. In 2022, however, Google completely overhauled this practice. As mentioned above, this is the year that Google Ads on SERP got rid of the word “Ad:” Instead, Google made it obvious that ad content was of a commercial nature by clearly naming the company running the ad and even incorporating the company’s official logo. This ended up being a boon for advertisers and their brand recognition. A recent, significant change came in 2025. Previously, companies could control where on the SERP page the ad appeared, but as of 2025, Google made the process more complicated. As Google’s official Google Ad support section explains: “When someone searches on Google, we run different auctions for each ad location where we show Search ads — for example top ads are selected by a different Search ad auction from ads that show in other ad locations. Until now, Search ads from a given advertiser were generally restricted to a single ad location on a given page.” ### Display Ads Visual ads (images or rich media) appear across the Google Display Network (GDN), reaching users as they browse millions of sites, including news sites. Here is the Daily Mail site, for example. You perhaps didn’t realize it, but these tiny blue triangles that dot the page indicate that these ads come from the Google Ads network. If you were to click on one of these, it would give you information about the individual advertiser and explain why you are being shown this ad. The image below is what you’d see if you were to click on a blue triangle corresponding to an ad for the clothing subscription company ThreadUp: You can also block the advertiser by clicking the “Block” button at the top of the page, or report questionable content by clicking the “Report” button. Unfortunately, advertisers cannot pick and choose which sites they want to be listed on within the GDN: That’s up to the Google algorithm. All the more reason to make sure your ad copy is continually optimized. ### Shopping Ads These show product images, prices, and store names directly in search results, ideal for e-commerce businesses. This is what might come up if you were to search “Halloween costumes for cats.” The user can choose by size, cost, color, and any number of other parameters. ### Video Ads Video ads typically run on YouTube and can appear as skippable or non-skippable videos, in-stream or in-feed. Users complain about these all the time, but the completion rate tends to be pretty high, so keep that in mind. ### App Promotion Ads App campaigns can help you promote your apps across Google’s largest properties, including Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network. You can simply add a few lines of text, a bid, some assets, and App campaigns automatically optimize your ads for you. ### Performance Max Campaigns This is a newer ad type, powered by Google AI, that combines machine learning and automation to serve across all Google properties, optimizing performance in real time. According to Google: “Performance Max is a goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.” ## How Does Google Ads Work? Google Ads — again, formerly Google AdWords — operates through a real-time auction system. Advertisers select keywords, set bid amounts, create ads, and target specific demographics. Google then evaluates: - Bid amount. - Quality Score (based on ad relevance, landing page experience, and expected click-through rate ). - Ad extensions. The combination determines your Ad Rank, which dictates your ad's position on the results page. ## Why Advertisers Use Google Ads - Intent targeting: Unlike other ad formats, search ads reach users who are actively looking for specific products or information. - Flexible budgeting: From $5 to millions, campaigns can be customized to fit almost any budget. - Measurable results: Track impressions, clicks, conversions, and return on ad spend (ROAS) in real time. - Automation tools: Smart Bidding and responsive search ads help streamline campaign management. - Integration with first-party data: Similar to performance advertising platforms like Realize, advanced optimization is provided using proprietary first-party behavioral signals, improving ad performance and allowing targeting in cookie-constrained environments. ## What is Google Ads Keyword Planner? Google Ads Keyword Planner is a free tool that helps advertisers research and analyze keywords. It provides search volume, competition level, and cost-per-click (CPC) estimates. This tool is foundational for keyword planning and budget forecasting. ### How to Access and Use Keyword Planner 1. Navigate to Google Ads and log in to your account. 2. Click on the Tools & Settings icon (wrench) in the top menu. Under the Planning section, select Keyword Planner. 3. Choose an option: Get search volume and forecasts: View historical metrics and forecasts for your keyword list. Discover new keywords: Find new keyword ideas based on terms related to your products or services. Here, for example, I have entered “Halloween costumes for your cat.” The field beneath allows you to “Enter a site to filter unrelated keywords.” Here, you would enter the advertiser’s URL in order to optimize keywords by allowing Google Ads to ascertain what they do and don’t sell. So, if your advertiser’s URL is https://www.pet-halloween-store.com (fictitious), you’d enter it there. This way, the algorithm knows not to include words like “superhero costumes for elementary school kids” or other keywords irrelevant to the vendor. 4. Review the list of suggested keywords along with their average monthly searches, competition, and CPC estimates. In the screenshot below, you can see that the Google Ad algorithm has suggested such keywords as “cheshire cat” and “cat in the hat.” Use filters to narrow down the list based on location, language, and other parameters. Notice that you can get quite granular here: On the Refine Keywords drop-down menu on the right, you can even include related species, such as lions or leopards. 5. Select desired keywords and add them to your plan to estimate performance and costs. ## What are Negative Keywords? Negative keywords are terms that prevent your ads from being triggered by certain words or phrases, ensuring your ads reach the most relevant audience. By excluding specific search terms, you can reduce irrelevant traffic and improve your campaign's return on investment (ROI). ### How to Add Negative Keywords 1. In your Google Ads account, click on the campaign or ad group you wish to modify. From the left-hand menu, select Keywords. 2. Click on the Negative Keywords tab. 3. Click the + button to add new negative keywords, then choose to add them at the campaign or ad group level. Enter the keywords you want to exclude, then save. ## What are Google Ads Extensions? Google Ads extensions are additional pieces of information that expand your ad, providing users with more reasons to click. They can include extra links, contact information, or promotional details, enhancing the visibility and effectiveness of your ads. ### How to Set Up Ad Extensions 1. In your Google Ads account, click on Ads & Extensions from the left-hand menu, then select the Extensions tab at the top. 2. Click the + button to add a new extension, then choose the type of extension you want to add (e.g., Sitelink, Callout, Structured Snippet). 3. Fill in the required details for the selected extension type and assign the extension to specific campaigns or ad groups as needed. Save your changes. ## What is Google Ads Remarketing? Google Ads Remarketing allows you to re-engage users who have previously interacted with your website or app. By showing targeted ads to past visitors, you can increase brand recall and encourage conversions. ### How to Set Up Remarketing 1. In Google Ads, click on the Tools & Settings icon. Under Shared Library, select Audience Manager, and click the + button to create a new audience list based on website visitors, app users, or customer lists. 2. Navigate to Audience Sources within the Audience Manager. Choose your data source (e.g., Google Ads tag, Google Analytics) and install the remarketing tag on your website or app. 3. To create a remarketing campaign, click on Campaigns in the left-hand menu. Click the + button to create a new campaign, then select a campaign goal (e.g., Sales, Leads) and choose Display or Search as the campaign type. In the Audiences section, add your previously created remarketing audience and configure the rest of your campaign settings, then launch the campaign. ## Google Ads Best Practices ### For Campaigns A well-structured Google Ads campaign begins with a clear alignment between keywords, ad copy, and landing pages. Ensure your keywords reflect user intent and match the content users will land on. Avoid keyword stuffing and opt for tight ad groups for better quality scores and more relevant ad experiences. Landing pages should deliver on the ad promise, be mobile friendly, and load quickly. ### For Performance and Optimization Continuous optimization is crucial. Use A/B testing to compare variations of headlines, calls to action (CTAs), and visuals. Test not just ad creatives but also different keyword match types, audience segments, and bidding strategies. ### For Budgeting and Bidding Set realistic daily and monthly budgets based on historical performance and customer lifetime value. Use automated bidding strategies such as Target CPA or ROAS, which leverage machine learning to adjust bids for optimal results. Make room for flexibility, especially during peak campaign periods. ### For Choosing Ad Formats Choose ad formats based on your goals — text ads for lead generation, responsive ads for A/B testing creative combinations, and shopping ads for e-commerce. The latest AI-based marketing tools can help with this. ### For Local and Geo-targeting Use geo-targeting to tailor ads to specific regions, cities, or even zip codes. This is particularly useful for local businesses or region-specific offers. Layer this with demographic data to improve personalization. ### For Remarketing Use remarketing to re-engage past visitors who didn’t convert. Segment these audiences by behavior (e.g., abandoned cart vs. product page view) and tailor your messaging. Modern, AI-based marketing tools allow for dynamic remarketing using first-party insights. ## Is Google Ads Worth It? Google Ads can be a powerful tool for digital marketers, but it comes with significant challenges. Rising competition, higher CPCs, and the increasing complexity of campaign management make it harder for advertisers to achieve a strong ROI. All of that said, Google Ads are worth it when certain conditions apply: ### If the Company Has Cash to Spend With Google search ads, the average CPM is just under $40 at the time of this writing. Google can get your ads seen by a lot of people, but at a cost that starts high and can get more expensive if you’re in a competitive field. ### If a Brand Already Has a Strong Online Presence A well-known brand is far more likely to attract clicks because users already recognize and trust it. In contrast, a lesser-known small business, unfamiliar to most, struggles to gain attention, even if its ads appear prominently at the top of search results. ### If the Company Has a Well-Defined Target Audience Google Ads is an effective marketing tool for brands with a well-defined target audience. Its extensive customization options allow advertisers to tailor ads to a specific, highly targeted market segment, potentially boosting return on investment. For instance, a luxury cosmetics company can target affluent users searching for “high-end eye cream,” while a local ice cream parlor can target “best ice cream in Bethesda.” On the other hand, Google Ads might be less effective for other types of businesses, for the following reasons: ### Highly Competitive Fields In a crowded market, brands must differentiate themselves with innovative advertising strategies and distinctive performance marketing tactics. For example, a horoscope app could employ bold social media campaigns featuring user-generated content (“Why I gave up on Scorpio men”) to build engagement and stand out from competitors. ### The Relevant Keywords are Too Common Marketing everyday products like cookies or shoes through Google Ads can be challenging, with low returns on investment. For example, a small bakery targeting “chocolate chip cookies” may struggle against major brands like Nestlé, while a local shoe store bidding on “running shoes” could be outbid by giants like Adidas. ## Do Marketers Have Alternatives to Google Ads? Yes, there are several strong alternatives to Google Ads that can help marketers diversify their ad strategies and reduce reliance on walled gardens by advertising on the Open Internet. Platforms leveraging the open web, like Realize, allow advertisers to target users across thousands of premium publisher sites. These platforms offer transparency, control, and access to niche audiences while also supporting performance-driven campaigns with AI optimization. This makes them a viable and often more cost-effective choice. ## Key Takeaways Google Ads is a powerful, widely used digital advertising platform offering search, display, video, shopping, and app promotion ads. It operates on a pay-per-click model, allowing businesses to target users based on intent, demographics, and browsing behavior. ## Frequently Asked Questions (FAQs) ### What are the different keyword match types? Google Ads offers four main ways to match your ads to user searches: broad match, phrase match, exact match, and negative match. These determine how closely a user’s search term needs to align with your chosen keywords. Broad match casts a wide net, showing your ad for related searches, while phrase match narrows it to specific phrases. Exact match is precise, targeting exact terms, and negative match blocks irrelevant searches, helping refine your audience. ### How is Ad Rank determined? Ad Rank is calculated based on your bid amount, ad quality (CTR, relevance, and landing page experience), the Ad Rank thresholds, and the expected impact of extensions and other ad formats. ### Is $5 a day enough for Google Ads? It depends on your industry and goals. While $5 a day can generate data for testing or hyper-local targeting, most competitive industries require a higher daily budget to see meaningful results. ### What’s the difference between Search, Display, and YouTube ads? Google Ads come in three main flavors. Search ads pop up when someone types a query into Google, like “best dive bars near me.” Display ads are eye-catching banners or images shown on websites in Google’s vast Display Network, such as news sites or blogs. YouTube ads, meanwhile, are videos that play before or during content, perfect for storytelling or brand awareness. Each type serves a unique purpose, from driving immediate clicks to building broader recognition. ### What’s a good CTR for Google Ads? A good CTR varies by industry, and depending on whom you ask, anywhere from 2%-7% is considered healthy for search ads. Display ads tend to have lower CTRs. ### How do I set daily and monthly budgets effectively? Start with your monthly budget, divide by 30.4 to get a daily average, and use performance data to adjust bids. (Tip: Platforms like Realize can automate budget allocation to the best-performing ads.) ### How do I know which keywords are driving sales? To pinpoint which keywords spark sales, set up conversion tracking in Google Ads and link it to Google Analytics. This setup tracks user actions — like purchases or sign-ups — showing exactly which keywords deliver results. ### Why is my landing page experience hurting my Quality Score? Your landing page — the webpage users land on after clicking your ad — can drag down your ad’s Quality Score if it’s slow to load, irrelevant to the ad, or hard to navigate. A confusing layout or content that doesn’t match the ad’s promise (say, an ad for sneakers linking to a page about socks) can frustrate users and lower your score. Make sure your page is fast, relevant, and user-friendly to keep your ads competitive. --- ### Paid Search: Getting Found When It Matters URL: https://www.taboola.com/marketing-hub/paid-search/ Last Modified: 2025-08-21 10:59:08 When you type a query into a search engine like Google, take a look at what pops up. Beyond the organic results, you'll almost always see those little "Ad" labels: That’s paid search in action. While they may not be as flashy as an animated banner ad, they’re still a core part of the digital marketing landscape, allowing businesses to appear at the top of search engine results pages (SERPs) right when someone is looking for something specific. For anyone just starting to step into online advertising, understanding paid search isn’t just an option, it's a necessity. Paid search lets you meet your potential customers exactly where they are — and at the exact moment, too. As an advertising copywriter I can tell you firsthand that little adjustments can make all the difference in the end. ## Understanding Paid Search Advertising Paid search is a digital advertising model where advertisers bid on keywords for their clickable ads to appear in search engine results. That’s the high-level overview, but there’s still a lot more to cover, and there’s multiple layers to learn. It's often referred to as Search Engine Marketing (SEM), though SEM really pulls in a broader range of activities, including search engine optimization (SEO). For clarity’s sake, when I talk about paid search here, I’m focusing on those ads you see at the top (and sometimes bottom) of the SERP. They may sometimes appear similar to the organic search results, but there’s a key difference: Organic results are what the search engine determines to be the most relevant, high-quality content for a user's query, achieved through SEO efforts over time. You don't pay directly for clicks on organic results. Paid search, conversely (and hence the name), is a direct payment model: you pay when someone clicks on your ad. So why is paid search such a popular and effective digital advertising channel? It’s partly due to its ability to capture high-intent traffic. Someone typing "buy running shoes online" into Google is likely pretty close to making a purchase, and paid search allows you to be there, at that exact second, with a relevant offer. It's all about being seen by the right people at the right time, and the immediate visibility, precise targeting capabilities, and robust measurability make paid search a game-changing tool for businesses. ### How Does Paid Search Work on Search Engine Results Pages (SERPs)? I’ve covered some confusing and complex processes in digital marketing, but rest assured, paid search is actually pretty easy to understand. When a user types something into a search engine, that search engine's algorithms work fast to determine which ads are going to be most relevant and valuable to display. This all happens in a matter of milliseconds, through a complex auction system. Advertisers start by bidding on keywords, and if their bid and ad quality are high enough, their ad appears. These ads are typically marked with a small "Ad" or "Sponsored" or something similar, and placed above the organic listings, or sometimes below them or even off to the side. ### What Are the Key Components of a Paid Search Ad? A standard paid search text ad is pretty concise, but still packed with information for the user, such as: - Headline: Usually displayed in blue text, the headline is your big chance to capture attention, and often includes keywords the user searched for. You usually get a few headline fields to work with, allowing for more real estate. - Description: This provides a little more detail about your product, service, or offer, and it’s where you can expand on your headline, highlight benefits, and include a call to action (CTA). You’ll generally have a couple of longer description lines to work with here, but you’ll still need to be brief. - Display URL: This shows the user the web address of your landing page. The actual landing page URL might be a lot longer, but the display URL is usually simplified for readability and trustworthiness. - Ad Extensions: Additional pieces of information that can appear with your ad, like phone numbers, site links, structured snippets, or location details. They don't always show, but when they do, they can be a great way to enhance your ad's visibility. Crafting these elements well is crucial. Each word should earn its place, so choose them carefully. I've seen campaigns perform wildly differently just by tweaking a single headline. ## The Auction System and Ad Rank Paid search operates on an auction system, but it's not what you may be picturing, where it’s all about who bids the highest: Instead, it's a more nuanced system designed to provide the best possible experience for both advertisers and search users alike. ### How Does the Paid Search Auction Work? As soon as a search query is made, the auction kicks off, and multiple advertisers might be bidding on the same keywords. In milliseconds, the search engine takes a look at all the eligible ads to determine which ones will show up and in what order. This is your Ad Rank, which is determined by multiple factors: - Your bid: This is the maximum amount you're willing to pay per click. It's definitely a major piece of the puzzle, but not the only one. - Quality score: Another important metric that measures the overall quality and relevance of your keywords, ads, and landing pages. A higher Quality Score means your ad is more suited and useful to the user. - Ad extensions: Including relevant ad extensions (like enhanced sitelinks, ratings, app links, price, and promotions) can all help boost your Ad Rank. - Context of the search: Factors like the user's location, time of day, device, and other signals all play a role here. ### How Does Quality Score Influence Your Ad Rank and Cost per Click (CPC)? Quality Score is Google's (and other search engines’) way of rewarding advertisers for relevance. It's typically scored on a scale of 1 to 10, and a higher Quality Score means your ads are seen as more relevant to what users are searching for. Besides bragging rights, it also leads to several other benefits too, such as: #### Higher Ad Rank When I mentioned before that a higher bid isn’t everything, here’s an example of why. Even with a lower bid, a high Quality Score can allow your ad to rank higher than competitors who have higher bids but lower Quality Scores. #### Lower Cost Per Click (CPC) Another area where it gets interesting for your budget. A higher Quality Score often translates to a lower CPC, meaning you pay less for each click. This is Google's incentive for you to provide a better user experience. Basically, Google wants satisfied users who find what they're looking for quickly, and happy advertisers who get good results. A high Quality Score helps achieve both of those. If your Quality Score is low, you'll essentially be paying a premium for your clicks, and that’s a clear signal that something in your campaign needs optimization. ### How Can You Improve Your Ad Rank? Improving your Ad Rank really comes down to optimizing all the factors that influence it. Here are a few strategies that you should focus on: - Increasing your bids (strategically!): Again, it’s not solely about bids, but sometimes a slight increase can give you the edge over competitors. - Improving your Quality Score: For improving your Ad Rank, increasing your Quality Score might have the most impact. Ensure that your keywords, ad copy, and landing pages are highly relevant to each other, and to the user's search intent. - Using relevant ad extensions: These provide more information, and also take up more SERP real estate, boosting visibility of your ad. ## Keyword Targeting and Matching Options in Paid Search Don’t underestimate the power of keywords — they’re the backbone of paid search. Having accurate terms or phrases that users type into search engines is vitally important, and those keywords are also what you’ll bid on. ### How Do You Select Relevant Keywords for Your Paid Search Campaigns? Selecting relevant keywords is the foundation of everything else, and begins with thorough keyword research. Don’t just guess — utilize the data and findings as you go. Remember that you want to identify terms that your target audience would use when searching for your products or services. Here are a few places to start: - Brainstorm: Think like your customer and get into their mindset. What would they type into the search bar? What would they avoid? - Use keyword research tools: There are plenty of these tools out there. Google Keyword Planner, SEMrush, and Ahrefs can show you search volume, competition, and related terms. - Analyze competitors: Take a look at what your competitors are doing. What keywords are they bidding on? - Consider intent: Are users in the "information-gathering" phase or "ready-to-buy" phase? Tailor your keywords to match their intent and where they are on their customer journey. Remember that relevance is king. Don't chase high-volume keywords if they aren't truly relevant to what you offer — you'll just blow through your budget with less to show for it. ### What Are the Different Keyword Match Types and How Do They Work? Different keyword match types give you control over how closely a user's search query needs to match your keyword for your ad to show, and it’s critical for managing spend and relevance. Choosing the right match type should be an ongoing optimization process. I advise starting with a mix of these, then refining as you gather more and more data: #### Broad Match This is probably the most flexible match type, since it allows your ad to show up for searches that include misspellings, synonyms, related searches, and other relevant variations. For example, if your keyword is "women's shoes," your ad might show up for "ladies sneakers" or "buy footwear." The good part is that broad match offers wide reach, but it can be less precise and lead to irrelevant clicks if it isn’t managed carefully. #### Phrase Match Your ad will show for searches that include your exact keyword phrase, but can also include other words before or after it. For example, if your keyword is "winter coats," your ad might still pop up for "best winter coats" or "waterproof winter coats for sale," but not "coats for winter." This offers a balance of reach and relevance and it’s a good middle ground to make sure you’re still getting in front of the right users. #### Exact match This is the most precise one — with exact match, your ad will only show up for searches that are the exact keyword phrase or really close variants of it (like plurals or misspellings). It offers the most control and highest relevance, but limits reach. ### How Do Negative Keywords Help Refine Your Targeting? Negative keywords are terms you add to your campaigns to prevent your ads from showing for irrelevant searches, and they’re just as important as your regular keywords. For example, if you sell "luxury watches," you might add "free," "cheap," or "repair" as negative keywords. This ensures your ad doesn't show for someone looking for a "free watch repair" or cheaper models. They also significantly reduce wasted ad spend and improve the quality of your traffic by excluding searches that are clearly not looking for what you offer. Don’t sleep on these! ## Ad Formats and Extensions ### What Are the Different Types of Paid Search Ad Formats Available? While text ads are the most common, they’re not the only types. Other formats can include: #### Responsive Search Ads (RSAs) With RSAs, you provide multiple headlines and descriptions, and the system automatically tests different combinations to find the best-performing ones. This is Google's current default and highly recommended (especially by the copywriting side of me). #### Dynamic Search Ads (DSAs) These ads are generated automatically, based on the content of your website. The search engine scans your site and then matches relevant queries to dynamically generated headlines. It’s great for websites with large inventories, and for smaller ones, too. #### Shopping Ads (Product Listing Ads) Shopping ads are a little different: These rely heavily on visuals for e-commerce, showing product images, prices, and merchant names directly in search results. #### Call-only Ads You probably won’t use these, but it’s worth mentioning them just for reference. Call-only ads are for businesses that primarily want phone calls, and allow users to call your business directly from the search result. ### How Do Ad Extensions Enhance Your Paid Search Ads? You may already have a solid ad format written up and ready to go, but ad extensions take it up a notch. These are additional pieces of information that can appear alongside your main text ad, and can give your ad a glow-up in multiple ways: - Increased visibility: The biggest one, literally, is that they make your ad bigger, taking up more space on the SERP, which naturally draws more attention. - More information: They provide users with more relevant details, helping them decide if your ad is what they need, potentially leading to higher purchases. - Improved click-through rate (CTR): More visibility and information often lead to higher CTRs. - Higher Ad Rank: Google factors the expected impact of extensions into its Ad Rank calculation for you. Maybe the best reason to use extensions: They're basically free upgrades to your ad real estate, so always use them where they’re going to be relevant. ### What Are Some Common and Effective Ad Extensions? Ad extensions are pieces of information that can be tacked on to your ads to provide searchers with more details, and make your ads more interesting and inviting, such as: - Sitelink extensions: These provide additional links to specific pages on your website directly from the ad, and help connect users with exactly what they’re looking for. - Callout extensions: Short, non-clickable phrases that highlight unique selling points or features. For example: "Free Shipping," "24/7 Support," or "No Contract Required." - Structured snippet extensions: Display specific, pre-defined categories of information, like "Types" (e.g., Laptop, Desktop, Tablet) or "Services" (e.g., Oil Change, Tire Rotation). - Call extensions: Add a phone number to your ad, allowing users to call you directly. - Location extensions: Show your business address, map, and distance to nearby users. - Price extensions: Display prices for different products or services directly in the ad. - Promotion extensions: Highlight specific sales or promotions that the user might find interesting. ### How Can You Use Ad Extensions to Improve CTR and Ad Visibility? Ad extensions are easy to add on, but to max out their impact, use relevant extensions that genuinely add value, and always ensure that the information is accurate and up-to-date. Google automatically chooses which extensions to show based on what it thinks is most relevant, but by providing more options, you increase your chances of better visibility and a higher CTR. It’s all about giving the user more reasons to click, and extensions can help do just that. ## Measuring and Optimizing Paid Search Performance One of the great things about paid search is its measurability. If your ads are working, you know, and often know why (or not). ### What Are the Key Metrics to Track in Paid Search? - Impressions: The number of times your ad was displayed. This indicates your reach and visibility. - Clicks: The number of times users clicked on your ad. - Click-through rate (CTR): Clicks divided by impressions (as a percentage). A strong CTR indicates ad relevance and appeal. - Conversions: The number of desired actions taken after an ad click (like a purchase, lead form submission, download, etc). - Cost per acquisition (CPA): The average cost to generate one conversion. This is vital for understanding your profitability. - Return on ad spend (ROAS): Revenue generated from your ads divided by the cost of those ads. It shows how much revenue you're getting back for every dollar spent and is essential for e-commerce. Don’t forget about conversion tracking in paid search, either: Without it, you’re basically flying blind. Setting up conversion tracking correctly (via Google Ads conversion tags or Google Analytics) is the first, non-negotiable step to understanding the actual business impact of your ads. You need to know what actions users are taking after they click, otherwise, you're just optimizing for clicks, not the real results. ### How Do You Analyze Your Paid Search Performance Data? Analyzing data means looking for trends and anomalies, and it’s your key to constantly improving. Start by comparing performance over different time periods, across different keywords, ad groups, and campaigns. Also look out for: - Underperforming keywords/ads: High CPCs or low conversion rates might indicate an issue. - Well-performing keywords/ads: If something’s working, double down on it, even increasing bids or budget for them. - Audience insights: Are certain demographics or locations converting better? Dig deeper into that. - Device performance: Does your mobile performance match desktop, or does it need optimization? People are more likely to quit when a mobile website is all skewed and broken. ### How to Optimize Your Bids, Keywords, and Ad Copy for Better Results Optimization is a continuous, ongoing cycle. You need to constantly be looking for ways to improve from all angles, such as: - Bids: Adjust your bids based on performance, increasing them for high-converting keywords/ad groups, and decreasing for underperformers. Also consider automated bidding strategies once you have sufficient conversion data. - Keywords: Regularly review your search terms report to find new negative keywords and new positive keywords to add, and refine match types. - Ad Copy: Continuously A/B test different headlines, descriptions, and calls to action. Even small changes can bring big, impactful improvements. Continuous A/B testing (or split testing) — running two or more variations of an ad, landing page, or targeting setting simultaneously to see which performs better — is also a vital, data-driven approach that removes guesswork, as well as some of the pressure of choosing one line of copy, allowing you to systematically improve your campaigns. In terms of things to avoid, the biggest ones are not doing thorough keyword research, neglecting negative keywords, failing to set up conversion tracking, having irrelevant landing pages, and not continuously optimizing. And, don't ever just copy what your competitors are doing without understanding why they're doing it. ## Advanced Paid Search Strategies ### What Are Remarketing Lists for Search Ads (RLSA)? RLSA allows you to customize your search ad campaigns for people who have already visited your website. You can bid higher for these users, show them different, more tailored ads, or even target them with keywords you wouldn't normally bid on for cold audiences. They already know your brand, so they’re often much more likely to convert. ### How Can You Use Dynamic Search Ads (DSAs)? DSAs are better for businesses with large inventories or frequently updated websites, since instead of bidding on individual keywords, they target searches relevant to the content of your website. Google will automatically generate headlines for your ads based on the user's query and your website content. The benefit here is that it saves a lot of time on keyword management and ensures you're covering relevant, long-tail searches you might miss otherwise. ### What Are Shopping Campaigns and How Do They Work? Shopping campaigns are specifically designed for e-commerce businesses. They use product data feeds (your website’s product catalog) to generate visual ads that appear directly in the search results. Unlike text ads, you don't bid on keywords directly in shopping campaigns. Instead, you optimize your product feed and set bids for product groups, which can be effective for driving online sales. ### What Are Local Service Ads (LSAs)? Local Service Ads (LSAs) are primarily for service-based businesses (like plumbers, electricians, locksmiths) that operate locally. These ads feature your business at the very top of Google search results, often with a "Google Guaranteed" badge, and users can directly call or message you through the ad. The cost is per lead, not per click, so you often only pay for qualified leads. These ads have been a game-changer for local businesses. ### How Can Automation and AI Enhance Paid Search Management? Automation and AI are transforming paid search at a rate that’s hard to keep up with, even for those of us in the industry. But, smart bidding strategies (like Target CPA, Target ROAS, Maximize Conversions) can use all the capabilities of machine learning, and leverage them to optimize bids in real time to reach specific goals. AI can be a big help with tasks like generating the creative for ads, audience segmentation, and even anomaly detection. While human oversight is something that’s needed at this point, these types of tools can still help improve efficiency and performance, especially for large and complex sites where it’s too much for a human team to always be tracking. ## Key Takeaways Paid search is a dynamic and essential digital channel, offering instant visibility and the potential to capture high-intent traffic. This method has a lot of different strategies and subsets to it, but it’s overwhelmingly a positive thing for advertisers. You’ll still need to put the work in, though, so start getting a deeper understanding of keyword targeting, the auction system, ad formats, and a relentless focus on data-driven optimization. When you continually refine your bids, keywords, ad copy, and strategies, you can drive measurable results, and achieve your marketing goals, too. Paid search is a truly powerful tool, and when mastered, can deliver significant returns. ## Frequently Asked Questions (FAQs) ### What is a good click-through rate (CTR) in paid search? It’s all relative, and a "good" click-through rate can vary a lot based on several factors. First off, your industry plays a big role. Niche industries might see higher CTRs because their ads are specific to a small, engaged audience, but broader ones might have lower CTRs because of more competition and less specific intent. Your position on the search results page also matters; location and placement are both key factors. Ads at the very top generally achieve higher CTRs, but not always, and the quality and relevance of your ad copy and headlines play into it as well. Don’t overthink it, either — a compelling message that resonates with the search query will always perform better. The specific keyword match type you're using influences CTR, too. Exact match keywords are often going to have higher CTRs because of their precise targeting, while broad match can have lower CTRs, but greater reach. Honestly, don’t set your hopes too high when starting out, as anything above 2-3% is often considered decent for search ads, but top-performing campaigns in certain industries can see CTRs much higher, even into the double digits. Try not to compare your new venture to them, though: It's best to benchmark against your own past performance and industry averages rather than chasing a single, universal number. ### How much should I budget for a paid search campaign? It varies, since there’s endless types of businesses, budgets, and ways to run a campaign. But, in general, determining a budget for a paid search campaign is less about a fixed amount and more about a strategic allocation — one that’s based on your business objectives and takes the competitive landscape into consideration. A good place to start is considering your desired cost per acquisition (CPA) or cost per lead (CPL) and how many conversions you’re looking to achieve from there. So, if your average customer value is high, you're aiming for ten conversions per month, and your target CPA is $50, you'd need at least a $500 budget. Competitive industries will have higher click costs, though, meaning your budget will need to be larger if you want to achieve meaningful visibility. For those advertisers just beginning, I’d advise starting out with a small, conservative budget, even a few hundred dollars per month. This will help you gather initial data, identify high-performing keywords, and optimize ad copy and landing pages. Then, once you've reached a point of positive return on investment (ROI) and understand your metrics, you can scale up your budget to capture more market share. ### How does SEO work with paid search? SEO (search engine optimization) and paid search are two separate things, but have a lot of overlapping, complementary strategies that work together to maximize your visibility on SERP. SEO focuses on earning organic, unpaid rankings by optimizing your website's content, structure, and authority to be boosted by search engine algorithms. It’s a long-term play, but builds sustainable, free traffic. Paid search provides immediate visibility by allowing you to bid on keywords and display ads at the top of the SERP. This option offers instant presence for keywords where your organic ranking might be weak, or for highly competitive terms. That’s why, together, they create a formidable search presence — and you should utilize them both. ### What are some emerging trends in paid search advertising? The paid search landscape is always evolving and growing, with new trends popping up constantly, some because of technological advancements and others because of shifting user behaviors. One of the most significant emerging trends is the integration of artificial intelligence (AI) and machine learning — and it’s happening rapidly. You can see it in some of the advanced smart bidding strategies out there now, which use AI to optimize bids in real time based on a multitude of signals, aiming to hit specific conversion goals more efficiently. AI has also made its way into the creative side of things, aiding in ad creation and optimization, and automatically generating and testing combinations of ad copy to see what resonates best. Another trend, which isn’t exactly new but also isn’t going away, is the continued emphasis on audience-first targeting. Keywords still remain crucial, but advertisers are increasingly leveraging audience signals (like demographics, interests, behaviors, custom segments) to layer on top of keyword targeting, helping ads reach the right people and not just those searching for a specific term. The rise of visual search and alternative search interfaces, like voice search, image search, and even conversational AI, is changing the game and pushing advertisers to think beyond traditional text ads. Finally, there's a growing focus on privacy-centric measurement. As third-party cookies phase out, more reliance on first-party data and privacy-preserving solutions for tracking conversions and user journeys are coming up. Platforms like Realize are a useful tool, leveraging unique first-party data integrations with publishers to help advertisers achieve performance goals across the open web, even beyond the traditional search ecosystem. --- ### Last-Touch Attribution: What Is It, How Is It Best Used? URL: https://www.taboola.com/marketing-hub/last-touch-attribution/ Last Modified: 2025-07-15 09:59:07 What finally made a customer convert? That’s the big question that attribution models and analytics data aim to answer, helping marketing teams identify which touchpoints worked along the buyer’s journey. With multiple attribution models available, let’s see if last-touch attribution is the right one for your business. ## Defining Last-Touch Attribution When your team analyzes their marketing efficacy, they look to the touchpoints along the buyer’s journey that helped move the customer to the next step. The final place your prospect interacts with your business is their “last touch” before a sale, so last-touch attribution credits that interaction with the sale. For example, the last touch might be downloading a rate card or brochure from your website, or seeing an ad on social media. ### How Does the Last-Touch Attribution Model Assign Credit for Conversions? Other attribution models break down percentages, assigning a certain amount of credit to the interaction for each touchpoint. However, with last-touch attribution, 100% of the credit is given to the last touch, or the last engagement the potential customer had with the business. ### What Are the Key Characteristics and Assumptions of This Model? Last-touch attribution is based on a few key concepts, which can help you determine if it aligns with your brand’s philosophies and customer journey: - The last touchpoint is the biggest and most important factor in the sale. - Previous touchpoints warm up a prospect to the idea of purchasing, but don’t hold too much purchase power: Rather, they are increasing awareness of the company. - People make decisions impulsively, often with just one click, which happens in that last touchpoint. - The entire customer journey doesn’t have to be long, elaborate, or complicated. ## Advantages of Last-Touch Attribution ### In What Scenarios Might Last-Touch Attribution Be a Suitable Model? If you’re new to attribution models, last-touch attribution is one of the simplest and easiest to understand and can serve as an excellent starting point for evaluating the customer experience. This model is also ideal if you’re looking to understand what converted the customer to action, and can provide valuable insight to help drive future conversions. ### How Can Last-Touch Attribution Help in Quickly Identifying the Last Marketing Effort Before a Conversion? Last-touch attribution can quickly show you the data on exactly what converted customers — because it doesn’t share attribution with any other touchpoints, there’s little math involved in assigning credit. In addition, this model eliminates all of the leads that didn’t convert along the way, just focusing on the ones that did. That can help you narrow your research down to people who said “yes” and ultimately became customers, versus those who said “maybe” or “probably” along the journey, but didn’t take the final steps to make a purchase. ## Disadvantages and Limitations of Last-Touch Attribution ### How Does Last-Touch Attribution Potentially Undervalue Earlier Touchpoints and Their Influence? The last-touch attribution model has its flaws, particularly in not recognizing earlier touchpoints’ role in the customer journey. Since marketing is often a series of touchpoints, removing those first relationship-building impressions can undervalue the work that has gone into capturing a prospect’s attention at the outset. In short, it can be simplistic to assume the conversion that took place resulted entirely due to the last touch. ### Can Last-Touch Attribution Lead to Misallocation of Marketing Budget and Resources? Marketing teams should be aware that the most simple strategy isn’t always the best one. If you’re using a last-touch attribution model and placing all of your resources into that final conversion metric, you might overspend on the wrong touchpoint. While the final ad inside an offer that really pushes people to convert can be flashy and exciting, it doesn’t replace building trust with leads through multiple touchpoints leading up to it — a sometimes slow and deliberate process that’s just as worthy of budget and resources. ### Are There Specific Types of Conversions Where Last-Touch Is Particularly Misleading? Longer and more complex buying journeys, or products and services that are expensive or involve a long-term engagement with your company, might not be best choices for last-touch attribution. That’s because lead nurturing is an essential part of these more involved buyer’s journeys, including multiple interactions like demos or discovery calls, that prepare a lead for the opportunity at that last touchpoint. Additionally, some types of buyer journeys involve multiple platforms, such as thought leadership content, social media ads, blogs or webinars, product or service demos, and more, so only crediting a retargeting ad at the end of all that investment is incorrect. In addition, last-touch attribution doesn’t reflect the impact of each of those investments in lead nurturing. ## Alternatives to Last-Touch Attribution ### What Are Some Common Alternative Attribution Models? If you find that the last-touch attribution model isn’t the best fit, there are several alternatives, including: - First-touch attribution: All credit for the conversion goes to the first touchpoint, such as the first ad someone clicks on, or the first email they open. - Linear attribution: All touchpoints play an equal role in the customer journey, including the first and last. - Time-decay: Helpful for businesses with slower sales cycles, this attribution model emphasizes recent and bottom-of-the funnel interactions. - Lead conversion: If you’re looking to optimize your advertising budget, this model gives priority and credit to “milestones” along the way, and focuses on the channels that turn leads into customers. - Position-based: This model credits all touchpoints, but allocates a bit more credit to the beginning and end of the journey. ### When Might It Be More Appropriate to Use a Different Attribution Model? When determining the best attribution model for your marketing, it’s important to remember your goals. While the overall aim is to convert the prospect, the right attribution model can help you better understand your customers and what leads them to action — this knowledge can help you make better use of your marketing budget and resources for campaigns. ## Key Takeaways Last-touch attribution is a framework for crediting the final part of the customer journey with conversion. It is not always a complete picture of all the efforts that go into a full customer journey ahead of conversion, but can be a useful metric when determining resources to allocate to final touchpoints. ## Frequently Asked Questions (FAQs) ### Is last-touch attribution ever the best model to use? Last-touch attribution can be helpful if you’re looking for a simple attribution model and one with fewer errors. It can also be helpful in exceptionally simple marketing campaigns where there aren’t many touchpoints, and most of your proven value to leads is in the last touchpoint anyway. ### How does last-touch attribution compare to multi-touch attribution? Last-touch attribution focuses on a single touchpoint within the buyer’s journey, whereas multi-touch attribution examines the entire action process to determine which touchpoint led to the conversion. Several attribution models, such as position-based or lead conversion, are considered multi-touch because they credit multiple touchpoints with conversion. ### What are the implications of using only last-touch for reporting? While last-touch attribution is generally less prone to errors in comparison to attribution models that incorporate several touchpoints, last-touch eliminates the overall buyer’s journey and other factors that may have led to the customer’s conversion. It can ignore certain marketing touchpoints, such as TV ads, that might not be as easily measurable for conversion as an email newsletter or online ad. ### How can I implement last-touch attribution in my analytics platform? First, determine if your analytics platform’s default is last-touch attribution, as is sometimes the case. From there, you can often choose the type of attribution you want to use in settings. For some, you might need to manually assign credit as percentages, or otherwise follow the prompts to implement the attribution model you prefer. --- ### Negative Keywords: Definition, Benefits, Match Types URL: https://www.taboola.com/marketing-hub/negative-keywords/ Last Modified: 2025-06-30 08:12:11 As a copywriter for almost 20 years, keywords have played a major part in lots of the online advertising and writing I’ve done. Every click costs money in today’s online world, so it's more important than ever to show your ads to the right people. To that end, we spend a lot of time picking the best words for our ads, writing catchy messages, and setting bids with the ultimate goal of finding that perfect customer. But, knowing which words to avoid can be just as important as knowing which words to use. That's exactly what negative keywords do. They're like your ad campaign's helpful gatekeepers: They let in the people who are truly interested in what you offer, and politely turn away anyone who isn't. Without them, your ads could pop up for searches that have nothing to do with your business, causing you to waste money on clicks from people who won't buy, and meaning your ads just won't work as well. From my years in advertising, I can tell you that ignoring negative keywords is like leaving money on the table. These keywords are a key part of any good pay-per-click (PPC) plan, whether you're using Google Ads, Realize, or any other platform that can help you use and monitor your keywords. Getting this right isn't only about saving cash, either — it's about making your message clearer, giving people a better experience, and building ads that work smarter and harder for you. ## Understanding Negative Keywords A negative keyword in online advertising is a word or phrase that stops your ad from showing up when someone searches for that term. While your regular keywords tell the ad platform when to show your ad, negative keywords tell it when not to. It's a big difference, and it's what makes your ads hit the right target. If you don't use them, your carefully made ads might be seen by a huge group of people who aren't really interested, which wastes your money, your time and efforts, and makes your ads less effective. Search engines and ad platforms are smart, but they don't always know exactly what someone means. The same word can have many different meanings. "Apple," for example, could be a fruit, a tech company, or the Beatles’ iconic record label, and if you’re trying to sell fresh fruit while your ad shows up for someone trying to buy an iPad, that's a lost opportunity. A negative keyword like "iPhone" or "MacBook" would stop that impression (when your ad is seen) and, more importantly, hit the brakes on that useless click. This is why negative keywords are so essential, since they tackle two big challenges in online advertising: wasted spending and ad relevance. ### How Do Negative Keywords Prevent Your Ads From Showing for Irrelevant Searches? Negative keywords work by filtering things out. When a user types something into a search engine or looks at content on a website, the ad platform first checks what they typed or what the page is about against your regular keywords. Then, before your ad even thinks about showing up, it checks that same search or content against your negative keyword list. If there's a match with a negative keyword, your ad just won't show. It's a simple but super powerful way to avoid showing your ad to someone who has no intention of buying. I've seen campaigns completely turn around just by taking the time to build a strong list of negative keywords — it's an easy fix with big potential. ### What Are the Different Match Types for Negative Keywords? Just like regular keywords, negative keywords have different match types, which give you different levels of control over when your ads are stopped, and getting to know them is important for precise targeting. As an example, if you sell fancy clothes and don't want your ads to show for searches like "cheap clothes," just adding "cheap" as a broad negative might block too much, and you’ll most likely want a more specific match type. I'll get into it a bit more later on, but for now, understand that they give you the fine-tuned control you need to reach the audience you’re aiming for. ## Benefits of Using Negative Keywords There’s more to negative keywords than just keeping costs down: They’re essential for all-around efficiency, and for making your advertising truly relevant. When your ads are more relevant, more people who see them and want what they’re showing will click through. A higher CTR tells ad platforms that your ads are valuable and useful, which in turn can improve your Quality Score, too. ### How Do Negative Keywords Help Improve Campaign Relevance? Negative keywords are a powerful option in your online advertising toolbox for getting your ads in front of the right eyes. Let’s say you're running ads for your high-quality, custom-made furniture. Without negative keywords, your ads might appear in searches like "cheap furniture assembly," which, while including "furniture," is clearly not a search aligned with the pieces you’re making and selling. By adding "assembly" as a negative keyword, you make sure your ads only show to people truly looking for your level of quality furniture. This directly makes your campaign more relevant because you're reaching people whose needs perfectly match what you offer. Don’t think of your negative keyword list as a one-and-done, though: You should be refining it every so often based on the data and trends you’re seeing. Every time you clean up your negative keyword list, you're sharpening your campaign's focus. ### How Can Negative Keywords Reduce Wasted Ad Spend on Irrelevant Clicks? This is often the first and most obvious benefit. Every time someone clicks your ad who isn't a potential customer, you're paying for nothing, and it's basically throwing money away. Negative keywords act like a shield for your budget, stopping those costly, irrelevant clicks. By filtering out people who aren't qualified, you ensure your ad money goes only to users who are truly interested, making your spending that much more efficient. ## Identifying and Implementing Negative Keywords ### How Do You Identify Potential Negative Keywords for Your Campaigns? One of your best tools is going to be the search term report in whatever advertising platform you’re using. Looking at this report shows you the exact words people typed that made your ads appear, and it’s a goldmine of insight. It runs deeper than that, too, with key clues on what your next move to improve your campaign should be. It's not about what you think people are searching for, but what they actually searched for, so check it every week, especially when campaigns are new. Here are a few things to look for: - Completely unrelated terms: These are low hanging fruit, and easy wins to block. - Terms with low sales: If a term gets clicks but no sales, it might mean the person wasn't really looking for what you offer. - Terms that show low buying intent: Such as "How to build a website for free" for a web design company. Besides the search term report, regular keyword research tools (like Google Keyword Planner, Semrush, Ahrefs, Realize, etc.) can also help. When you're looking for good keywords, pay attention to related terms that pop up, especially those that might suggest a different goal. Another approach is to do what we creatives do: brainstorm. Get into character as your perfect customer, and then think like someone who isn't your customer but might use similar words. Think about common first-searched terms like "free," "cheap," "jobs," "reviews," "DIY," or even specific brand names you don't sell. ### What Are Some Common Categories of Negative Keywords? Whatever product or service you’re offering is going to have its own set of niche words you’ll want to include and exclude, but here's a quick list of common negative keyword types that businesses in general can use: - Free/low-cost words: "free," "cheap," "discount," "coupon," "bargain." Unless you actually offer free services, these often bring in people who aren't serious buyers. - Job seekers: "jobs," "careers," "employment," "hiring." If you're selling a product and not offering employment, you don't want people who are looking for work clicking your ads. - Research/information: "what is," "how to," "examples," "pictures," "reviews." While some research can lead to a sale, often these users are just gathering info and aren't ready to buy. - Competitors: If you don't want your ads to show up when people search for your competitors' names, make sure to include them on your negative list. - Wrong product types: For example, if you sell men's shoes, you'd want to block "women's shoes." - Adult content: If your product or service has nothing to do with adult content, it's smart to block terms that might be related to it. Just in case. ### How do you add negative keywords to your advertising platform (e.g., Google Ads)? Most advertising platforms make this pretty easy. In Google Ads, you'll usually find a "Negative keywords" section within your campaigns or ad groups. Simply type in the words or phrases you want to block and track the results. As far as using negative keywords at the campaign or ad group level, it really depends on how you've set up your campaign. - Campaign level: Use negative keywords here if they’re completely useless across all the ad groups in that campaign. Going back to the example above, if you only sell new cars, "used" would be a negative keyword for the whole campaign. - Ad group level: Use this when a negative keyword should only stop ads in one specific ad group, but might be fine for another. My general advice: Start at the campaign level for big blocks, then get more specific at the ad group level. ## Negative Keyword Match Types in Detail ### How Do Broad Match Negative Keywords Work? A broad match stops your ad from showing if the search query contains all the words in your negative keyword, no matter the order, and often includes the similar words around it too (like plurals, synonyms, and even misspellings). For example, if you add "free download" as a broad match negative, your ad won't show for: "free music download," "download free software," "downloading free games." But, your ad might still show up for: "free music," and "software download" (because "download" and "free" aren't together, or the meaning is interpreted differently.) Use broad match for the really obvious, universally unhelpful terms you want to block aggressively across all variations. ### What Are the Nuances of Phrase Match Negative Keywords? A phrase match negative keyword stops your ad from showing if the search query includes the exact phrase of your negative keyword, in the exact order — it can still have other words before or after the phrase, too. So, if you add "running shoes" as a phrase match negative, your ad won't show for: "best running shoes for sale," "discount running shoes." But, it will show for "shoes for running" since the words are in a different order, and "running fast shoes" because a word is stuck in the middle. These are really useful tools that give you good control without being too strict. I suggest using them for the specific irrelevant phrases you find in your search term reports. ### When Should You Use Exact Match Negative Keywords? An exact match negative keyword only stops your ad from showing if the search query is exactly the same as your negative keyword, with no other words before, after, or in between. So, as an example, if you add "" as an exact match negative, your ad won't show for "cheap watches,” but will for "buy cheap watches," and "cheap watch." These are good for when you need super precise blocking. They're also great for stopping the very specific, unhelpful searches you've found, making sure you don't accidentally block good searches that have slight changes within them. ### How Do Different Match Types Impact Ad Triggering? Different match types directly affect when your ads show (or don't show). Broad match negatives cast the widest net, but the problem is that they may block more than you mean to if you're not careful. Phrase match gets more precise, since that blocks only specific word combinations, but exact match is the most precise since they block only the exact search. Choosing the right match type for each negative keyword is crucial to making your ads work better. Remember that it's always about finding the right balance between saving money and making sure you don't miss out on potential customers. ## Best Practices For Negative Keywords ### How Often Should You Review and Update Your Negative Keyword Lists? Often! Don’t get too obsessive about it, but I highly suggest checking your search term reports at least once a week if you’re just starting out or it’s during a busy time. For campaigns that have been running for a while, once a month or every two weeks might be enough. The online world changes and evolves all the time, and so do the ways people search: What was relevant last month might not be now, so make sure to keep up with your keywords frequently. ### What Are Some Advanced Strategies For Negative Keyword Implementation? Once you’ve got the hang of managing the basics, take a deeper dive with these methods: - Negative keyword lists: Create shared lists of common negative words (like "free" or "jobs") and use them across multiple campaigns. Doing this saves you time and keeps things consistent. - Competitive negatives: If you don't want to show up in searches for your competitors' names, make sure those are strong exact and phrase match negatives. This prevents accidental views or clicks if people search for "(your brand) vs. (competitor’s name)." - The "zero conversions" rule: If a search term has gotten lots of clicks but zero sales over a long time, it's a strong candidate to become a negative, even if it seems a little related. What people intend to do matters more than just the words they use. ### How to Avoid Accidentally Blocking Relevant Searches With Negative Keywords This is where it gets tricky, since you don't want to go too far and block good customers by mistake. Start with a phrase or exact match for anything you're not sure about — you can always make it broader later. Also, be sure to watch your ad performance closely: If your website traffic suddenly drops, or you're getting fewer sales, check your recently added negatives and make adjustments. Look into using the "Conflicts" tool — some platforms will warn you if a negative keyword might be blocking one of your good keywords. ### How to handle plurals, misspellings, and variations of negative keywords Unlike regular keywords, negative keywords don't always automatically cover similar words like plurals or misspellings for broad or phrase match. If you add "shoe" as a broad match negative, there’s a chance it might block "shoes," but it's not guaranteed for every situation or platform. So, for really important negative terms, it's often smart to include common plurals and misspellings (e.g., "cheep"). For exact match negatives, you’ll need to be really precise; for example, "" won't block "." ## Key Takeaways Negative keywords are much more than just a list of words to avoid — they’re a smart way to make your advertising more efficient and effective, and one that you can learn to perfect based on what matters to you and your campaign. By carefully finding, using, and updating them, you can help ensure that your ad money is going to the most valuable audience. This is what’s going to improve your CTR, Quality Score, and most importantly, what you get back from your ad spending. It's an ongoing process, but one that definitely pays off in the long run. ## Frequently Asked Questions (FAQs) ### What is the difference between a regular keyword and a negative keyword? The big difference between a regular keyword and a negative keyword is the job they do in your ad campaign. A regular keyword is a word or phrase that you want your ad to show up for when someone searches for it or looks at related content. Negative keywords are the flipside of this, a keyword or phrase that tells the ad platform to not show your ad. The goals of a negative keyword are to block unhelpful traffic, save money that would be wasted on clicks from people who won't buy, and make sure your ads are only seen by those most likely to become customers. ### Can negative keywords hurt my campaign performance? Yes, they can! While negative keywords are incredibly useful for making your ads better and more precise, using them incorrectly (or too much) can definitely hurt your campaign. The biggest risk is being too aggressive and adding negative keywords that accidentally block searches from genuinely interested people out there. Another way they can cause harm is by narrowing your audience too much. It’s good to be targeting the right users, but if you have too many specific negative keywords, you might unnecessarily reduce how often your ads can be seen and clicked. ### How many negative keywords should I use? There's really no magic number for how many negative keywords you should use, and it ultimately depends on your business, how specific your product or service is, and how broad your initial keywords are. A very niche product might need fewer negative keywords than a general service that could be searched for in many irrelevant ways. Some campaigns might work perfectly fine with just a few dozen negative keywords, while others could benefit from hundreds, or even thousands. What's even more important than the number is the quality and relevance of your negative keywords. Focus on finding and using the right ones — those that consistently appear in your search term reports as irrelevant, or those you can expect will attract people who aren't qualified buyers. ### What are some examples of effective negative keywords for different industries? Finding effective negative keywords can depend a lot on your specific business, but here’s a list of some common examples across different industries: #### Online shops (selling products): - "Free," "cheap," "discount," "used," "second hand," "DIY": Unless you offer these, users searching terms like this usually means they’re looking for something free, very cheap, used, or want to build it themselves, not buy a new product. - "Review," "forum," "blog," "wiki": These often mean someone is just looking for information, not ready to buy. - Specific competitor brands: If you don't sell those brands, blocking them stops mistaken clicks. - "Jobs," "career," "hiring": For ads selling products, these are irrelevant because they mean someone is looking for work. #### Service businesses (e.g., plumbers, web designers): - "Jobs," "careers," "training," "certificate": These block people looking for work or courses in your field. - "DIY," "how to fix," "tutorial," "guide": Blocks people trying to do the service themselves instead of hiring a professional. - "Free," "pro bono": If your services cost money, these block people looking for free help. - "Reviews," "opinions," "forum": Again, this often means someone is gathering info, not looking to hire. #### Software/SaaS companies: - "Free trial" (use with caution): Only use this if you specifically want to avoid people mainly looking for free access, or if your free trial isn't meant to bring in sales. - "Crack," "torrent," "keygen," "pirated": Essential for blocking searches related to illegal software downloads. - "Jobs," "developer," "API": Unless your campaign is specifically for developers or hiring, these terms are usually not going to be relevant. - "Login," "support," "help": These indicate existing customers looking for assistance, not new leads. #### Real estate: - "Rental," "lease," "apartment," "for rent": If you only sell properties, these terms are irrelevant. - "Foreclosure," "auction," "bank owned": If you don't deal with these types of properties, block them. - "Jobs," "agent training": Blocks people looking for careers or training in real estate. - "Free appraisal," "estimate value": Unless these are what you use to get leads, they can attract people not ready to buy or sell. This is all just a jumping-off point — the best negative keywords will always come from carefully checking your own campaign's search term reports and really understanding your target audience and how they search. --- ### Fashion and Beauty Marketing Trends in 2026 URL: https://www.taboola.com/marketing-hub/fashion-beauty-marketing-trends/ Last Modified: 2026-03-08 13:38:58 Those in the fashion and beauty marketing world are all too aware of how fast the industry moves, and with all kinds of technical changes happening all the time, it’s only getting faster. As a result, the pressure to stay visible to consumers across platforms is higher than ever. In 2026, winning brands are not those with the biggest budgets or flashiest launches, but those that can tell cohesive stories across social, commerce, and the open web while meeting rising expectations around transparency, personalization, and value. Consumers are savvier and more selective, more conscious of how brands show up in their feeds, inboxes, and content environments. This means marketing strategies must be both emotionally resonant and operationally sophisticated to succeed. ### What’s changed in our 2026 update: - All entries include updated and current information, figures, and stats. ## Trend 1: Visual Storytelling Evolves From “Authentic” to Trust-Driven Content While content is still vital for marketing efforts in 2026, it doesn’t look the same as it once did. Fashion and beauty especially must be relatable, particularly when appealing to a Gen Z and millennial audience who now make up, in many cases, the largest proportion of the customer base. “Authenticity” remains essential in fashion and beauty marketing, but now, it’s evolved from a creative style into a credibility requirement. Consumers, particularly Gen Z and younger millennials, are increasingly skeptical of overly polished or transactional brand messaging. Instead, they gravitate toward content that feels informative, transparent, and rooted in real experiences rather than aspirational fantasy alone. An uncertain economic outlook, along with the growth of “real life” social media, has seen a shift from perfection in fashion and beauty advertising to more realistic and transparent campaigns. Documentary-style, high-quality content has become increasingly popular in everything from campaign billboards to TikTok posts from fashion and beauty brands. Influencer marketing has also matured significantly. While macro-influencers still play a role in brand awareness, micro and nano creators are now core performance drivers, particularly when paired with affiliate models and paid amplification. Many creators are no longer just endorsers but are distribution partners, running ads, hosting live shopping events, and contributing creative assets directly into brand performance funnels. Short form video remains dominant, but longer-form, educational video and immersive native formats are gaining renewed importance in 2026, particularly on the open web. Fashion and beauty brands are increasingly using native and display placements to extend storytelling beyond social feeds, meeting consumers in high-attention environments where discovery and consideration happen more deliberately. Native advertising continues to be a powerful growth tool for visual storytelling, allowing brands to scale trusted content formats in editorial-style environments. Campaigns that blend creator-led visuals with native placements are proving effective at driving both engagement and conversion, especially when paired with retargeting and sequential messaging. Stats you should know about authentic marketing in fashion and beauty: - 85% of Gen Z consumers say that authenticity is important when choosing a brand to support. - 71% of Gen Z consumers have been influenced to make a beauty purchase because of a TikTok video. ## Trend 2: The Dominance of Social Commerce and Live Shopping in Fashion and Beauty Social commerce has become the new storefront in recent years, with platforms like TikTok Shop and Instagram Checkout blending content and commerce seamlessly. These channels have become as important as brand websites for those in the fashion and beauty industries: Live shopping events have become major revenue drivers, offering an interactive experience for customers to ask questions and make purchases in real time. For businesses looking to integrate a social commerce aspect into their marketing this year, it’s vital that the infrastructure is put in place to make this successful. Product tags should be included in all posts, directing users straight to the social shop to make a purchase. Livestreams — already popular in the Asia-Pacific region, but emerging elsewhere too — should become exclusive events, offering scheduled product drops or a livestream-exclusive discount or bonus. Using platform-native formats, like TikTok’s live cart integration, can also boost revenue when launching a social commerce aspect to your business. Digital advertisers can also blend both organic and paid posts as part of a hybrid social commerce marketing strategy. Running boosted live sessions or retargeting via certain platforms can reduce customer acquisition costs (CAC) while increasing return-on-ad-spend (ROAS). Outside of social platforms themselves, display and native advertising placements are supporting these social-first strategies through promoting live events, new launches, and social shopping opportunities. Social commerce stats you should know for 2026: - Brands integrating paid amplification with social commerce see up to 25% lower CAC compared to organic-only approaches. - 76% of customers will buy from a brand they feel connected to on social media. - Nearly 44% of U.S. TikTok users bought something from TikTok Shop within the last year. ## Trend 3: Personalization and Inclusive Marketing in Fashion and Beauty Consumers have come to expect a high level of personalization in the marketing they see — gone are the days of simply “Hi ,” in an email. With dynamic tools that enable data to be shared and leveraged across different platforms, product recommendations, landing pages, and even predictive design can be incorporated into a personalized marketing campaign. In 2026, personalization has become more about experience design than anything else. Tools like AI-powered quizzes, along with more traditional digital marketing data sources like website and social media traffic and behavior, can be used to map demographics with purchase history to ensure that recommendations are as personalized as possible. Not only is personalization important, but so is inclusivity. This is no longer accepted as an afterthought or a campaign gimmick, but instead a baseline expectation from fashion and beauty customers. Brands that show a diverse range of ethnicities, body types, gender identities, and appearances are typically seeing stronger engagement and a deeper sense of brand loyalty among customers. It’s essential that this is reflected across both ad creative and messaging for a successful campaign. Those who fail to do so are increasingly perceived as out of touch by consumers. The numbers don’t lie when it comes to inclusivity and diversity in fashion and beauty marketing in 2026: - Brands that prioritize diversity outperform their peers by 36%. - Brands using advanced AI-driven personalization report revenue lifts of 10–15% year over year. - Sales increased by 15% for small to medium businesses who used AI-personalization in their fashion and beauty brands in 2024, over 2023. - 75% of customers said they’re more likely to shop with inclusive brands than those that aren’t. ## Trend 4: Leveraging Augmented Reality and Virtual Try-Ons in Fashion and Beauty When it comes to new technology, augmented and virtual reality (AR and VR) have changed the shopping experience for many customers. Beauty brands are using these tools to let customers virtually try on lipstick shades or foundation in real time, helping them make purchases that suit them best. The fashion industry is also experimenting with virtual fitting rooms, where customers can see how an outfit would look on their body without ever trying anything on. Platforms like Instagram, Shopify, and BigCommerce are all making this possible with easy access to AR tools, with many offering integration directly onto product pages. Not only are these fun ways for customers to play with products in a way that works for them, but it also reduces return rates anywhere from 5% or more when customers know for sure that a product is what they’re looking for. Advertisers can also use AR try-on functionality in ads, through tools like shoppable AR lenses, to boost ad engagement. Not only that, but one of the biggest benefits to this type of technology is the sustainability practices it can help support (more on that later). Immersive experiences housed within native placements are sparking curiosity among consumers at the top of the funnel, where discovery is a critical goal. AR and VR allow brands to put together virtual product displays for customers, rather than having a physical display where test products are used before a purchase decision is made. This prevents excess waste while helping to keep costs lower and focused on inventory for sale. AR shopping stats you need to know in 2026: - 61% of shoppers prefer to use retailers that have an AR experience. - AR is predicted to grow to over $9 billion by 2032. - AR and VR in the beauty industry is projected to grow by over 25% before 2027. ## Trend 5: The Role of Sustainability and Ethical Practices in Fashion and Beauty In an ongoing climate crisis and concerns around the sourcing of the goods we bring into our homes, consumers are increasingly voting with their wallets and choosing to support brands that align with their values. Resale, refill, and recycle are all buzzwords being used in the fashion and beauty industries more regularly, with movements toward slow fashion and clean beauty picking up traction in the last few years. How do brands communicate their efforts toward being more sustainable and ethical, though? Transparency is essential: This means clear web pages dedicated to sustainability and product origins, along with reports demonstrating clear intent to be more ethical and sustainable. Some beauty and fashion brands have taken steps to become Fair Trade or certified B Corps, meeting strict standards around ethics and sustainability over both their products and how their businesses operate. In 2026, consumers are far more discerning about how brands communicate their efforts. Vague claims or surface-level messaging are increasingly met with skepticism, pushing brands toward clearer, data-backed sustainability narratives. Visual branding is one of the best ways to quickly communicate this in stores and online. Leaping Bunny certification for beauty brands can be added to product packaging, along with B Corp status. QR codes linking back to sustainability web pages can also be a helpful tool for keeping customers informed and aware. Sustainability stats for beauty and fashion businesses in 2025: - 62% of Gen Z shoppers prefer to buy from sustainable brands. - 73% of customers are willing to pay more for sustainable products. - 60% of beauty shoppers say that eco-friendly packaging has influenced a purchasing decision. ## Key Takeaways The goal for fashion and beauty brands in 2026 shouldn’t be to chase every new trend, but instead take intentional steps to promote their products to an ever-changing customer base. Authenticity, inclusivity, interactivity, and sustainability should be the foundation to any marketing campaign, helping you drive greater ROI and build long-term trust with your community. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for fashion and beauty in 2026? Visual channels such as display, video, and social are some of the most effective channels for marketing in these industries in 2026. This is demonstrated by the explosive growth in TikTok, Instagram Reels, and Pinterest. Live video commerce platforms like TikTok can also help drive both traffic and revenue. Display ads are also proving to be a powerful tool for brands to interact with consumers between discovery and purchase. ### How can fashion and beauty brands build brand loyalty online? By creating engaging, personalized content with inclusive models and transparent values, fashion and beauty brands can build a strong customer base and long-term loyalty online. ### What are some successful examples of digital fashion and beauty campaigns? Campaigns such as Fenty Beauty’s UGC foundation challenge and Glossier’s customer-driven storytelling are two of the best recent examples of fashion and beauty brands creating authentic, community-first marketing content. Using both platform-first and advertiser-first data, businesses in these industries are able to effectively segment their campaign audiences to target more specifically and upsell across different audience groupings by factors such as gender identity, and retargeting for abandoned carts or based on browsing history. ### How is AI impacting the fashion and beauty marketing landscape? AI is powering tools that allow businesses in these industries to further personalize content and give customers the opportunity to try items before making a purchase. Chatbots are supporting customer service teams, while predictive analytics and customer segmentation from gathering data is helping marketing teams tailor campaigns and boost performance. ### What are the key metrics for measuring success in fashion and beauty digital marketing? Return on ad spend (ROAS), customer acquisition cost (CAC), conversion rates, product return rates, and customer lifetime value are some of the most important metrics to track in fashion and beauty. --- ### Six E-commerce Marketing Trends in 2026 URL: https://www.taboola.com/marketing-hub/ecomm-marketing-trends/ Last Modified: 2026-03-08 13:52:26 When you work in e-commerce marketing, you have to be ready to constantly embrace new tech. In recent years, the industry has gotten to grips with everything from augmented reality (AR) and virtual reality (VR) to sophisticated AI chatbots and live-streamed shopping experiences. Despite this, the goal is always the same: Attract more customers and keep your current ones coming back for more. It’s clear that growth is continuing amid these maturing tech platforms and channels. In 2023, researchers predicted that e-commerce would pass the $1 trillion mark: now, new data shows that number was more than 5x higher than expected, at $5.6 trillion. The same research shows that e-commerce is expected to grow to 22.9% of total sales worldwide by 2028. With that in mind, there’s a lot to consider in attracting and keeping e-commerce customers. There are six trends in particular to be aware of, which I’ll get into below, but first, some memorable stats: - Nearly 86% of people made an online purchase within the last month, with 36% spending less than $200 and 36% spending between $200 and $400. - Revenue in the e-commerce market is projected to reach $3.89 trillion in 2026. - The highest total e-commerce revenue is in fashion, with a total of $990 billion. - There are about 2.71 billion online shoppers as of 2024. ### What’s changed in our 2026 update: - All entries include updated and current information, figures, and stats. - Key e-commerce seasons and dates updated for 2026. ## Trend 1: The Continued Growth of Personalization and Customer Experience The convergence of big data, powerful analytics tools, AI capabilities, and advances in digital advertising technology all mean that modern e-commerce companies have the tools to offer interesting, personalized experiences. Here’s more detail on how businesses are moving personalization and customer experience forward: ### Using Data and AI for Personalization With rich, up-to-date first-party data, e-commerce businesses can create personalized customer experiences. Relevant data points include customer behavior and history, along with demographic and other gathered information, to segment audiences and build tailored buyer journeys. E-commerce businesses are also using predictive analytics and AI-powered recommendations for faster, automated customer recommendations. E-commerce companies have to pay close attention to price, too, particularly in economically challenging times. Last year, 60% of consumers switched from a brand they were loyal to because of cost considerations. Marketers can use all this information to surface relevant product suggestions, show unique website content in real time, send personalized messaging, use email strategically, and highlight price drops, special offers, or better cost vs. competitors. Plus, incorporating AI capabilities into e-commerce campaigns can help marketers scale and change directions quickly as needed, to stay ahead of market shifts or consumer preferences. ### Creating Exceptional Digital Experiences In addition to personalized experiences, modern consumers also assume they’ll get nicely designed, dependable shopping and buying journeys on any site or platform. Shoppers will quickly navigate away if a site doesn’t use responsive design for mobile or loads too slowly. Creating pleasant browsing experiences can also help stand out from the competition, whether that’s curated collections, advice available via chat, virtual try-on, outfit or accessory suggestions, and more. E-commerce users also require intuitive navigation and one-stop checkout. Marketers should make sure to reduce the number of steps required of a shopper to increase conversions, sales, and returning customers. The whole experience should be easy and intuitive: that includes transparent shipping and delivery data, return options, multiple ways to reach customer service, and offering as many payment methods as possible to make it easy for users to buy. Clear communication and an easy purchasing process also helps build trust and authority for e-commerce brands. Here’s what else to know: - Conversion rates can increase by 17% for every one second faster that a site loads. - $260 billion of lost e-commerce orders can be recovered by creating a better checkout design. - 39% of users abandoned their cart during checkout because extra costs were too high. - Personalized content can increase revenue more than 25% and improve a customer’s chances of spending more than planned by more than 40%. ## Trend 2: The Dominance of Mobile Commerce and Shoppable Content Mobile commerce has overtaken desktop browsing, and continues to grow. E-commerce keeps pushing the limit on what’s possible for shoppers and buyers, too, so here’s what to keep an eye on. ### Thinking Mobile-First E-commerce companies should put mobile browsing and shopping first, but also keep in mind the broader omnichannel market, and the more complex buyer’s journey that mixes online and offline browsing. A customer might buy products online and pick up in-store, or buy online and return in-store, or make part of a purchase in-store and the rest online if a product isn’t available in-person. Convenience is everything for modern shoppers. As consumers move quickly across search, social, and other platforms, it’s important to make sure the brand and the products are represented consistently and positively. ### Going Live Mobile e-commerce has become commonplace, and live-streamed, real-time shopping experiences are likely to be the next big step. It takes some creativity and innovation to stand out from the crowd with live e-commerce, such as with product demos, exclusive product offerings, and partnerships with influencers to reach more viewers. ### Tech Tools Combining audience knowledge with available technology can lead to some positive outcomes. An app, for example, acts as an entirely owned channel to reach and convert prospects: That could include app-only offers, push notifications, and other techniques and tactics that make sense. Another new technology in circulation with e-commerce brands is AR, which can bring prospects closer to the products virtually. Here’s what else to know: - Nearly 80% of all retail website visits were on smartphones worldwide in 2025. - 40% of consumers would pay more for a product they could customize in augmented reality. ## Trend 3: The Power of Social Commerce and Influencer Marketing in E-commerce Lots of e-commerce innovations over the past few years have been related to social media and entities outside of the traditional brick-and-mortar businesses. Consider the following: ### Social Media Evolves E-commerce businesses have found new, varied ways to monetize social media platforms. The platforms themselves have added features so that e-commerce companies can set up direct-sale shops inside of Instagram, TikTok, and others. To make this go smoothly, make sure there are resources to support this type of selling. In addition, use the available features on the particular channel, like shoppable ads, along with contests or live shopping options to engage audiences. ### Influencers Take the Spotlight E-commerce marketers and advertisers might be driving most of a business’ tactics, but influencers can be hugely important for brands to attract new prospects and drive conversions. It’s important to choose the right influencer for the brand, and pick the partnership type (e.g. sponsored content, product collaborations, brand ambassadorship, etc.) that best fits the business, too. Influencers can help build trust with testimonials, photos, videos, and other authentic, credible content. Consider how upcoming generations factor into this, too. Recent data shows that Gen Alpha may already be impacting the way in which purchases are made, with 70% of parents saying they buy products for their children based on their child’s favorite character or show fairly often. “For Gen Alpha, what's going to be really imperative for e-commerce brands is kind of shifting back to the 1950s, where you're sponsoring content and having native placements,” points out Lauren Petrullo, CEO and founder of Mongoose Media and co-founder of Asian Beauty Essentials. “You're doing product placement inside the programming, because most Alphas think, ‘How dare you assault me with a commercial. The audacity to steal my attention for your business!’ But, if you do it well, and you can interrupt that space, there's going to be such a good market for you.” Also keep in mind that Gen Alphas can be business owners themselves, and the distribution of generational wealth is different than previous generations. “Gen Alpha includes millionaires before 14, because these are YouTubers,” says Petrullo. “These content creators are doing live shopping to provide a hybrid experiential type of environment for those that are virtual and can't be physically in there, and for those that don't have stores anymore, because retail is a hard experience for a lot of people. This is the first time that we have generational wealth established before someone becomes an adult — they have employees and they have massive purchasing power.” Measuring the ROI of social and influencers can include attribution and channel-specific numbers like reach, engagement, and conversions. Here’s what else to know: - More than 50% of e-commerce brands spend at least 20% of their marketing budget on social media influencers. - The top social media app for e-commerce purchases is Facebook. - 74% of consumers have purchased a product because an influencer recommended it. ## Trend 4: The Importance of Data Analytics and Marketing Automation in E-commerce Without trusted data and accompanying technology, e-commerce businesses likely can’t keep up. These broad areas of focus can help companies build successful pipelines. ### Data Analytics With an ongoing shift away from third-party cookies, e-commerce businesses are gathering first-party data from customers — generally more accurate than third-party, and a way to build deeper relationships. Analyzing this data alongside all the other information a business collects offers a window into what’s working, and what isn’t. Data points can include customer interactions, purchase history, and demographics; individual product performance, average order value, and customer lifetime value; and conversion rate along with traffic data from web, social, and other channels. The results of analyzing this data can lead to personalization and better journeys, but also cost savings, reduced overlap or redundancy, improved customer retention, better cart completion, and more efficient campaigns. E-commerce marketing teams already do A/B testing to improve their metrics, but data analytics can be applied to areas like inventory management, as well, and at an advanced level can provide predictions on sales trends and other areas. It’s these types of approaches that help e-commerce businesses to truly make data-driven decisions. ### Marketing Automation and Other Tools E-commerce marketing isn’t a task that can be done manually in 2026: For even startups or very small businesses, the work of reaching and converting prospects intelligently and efficiently across multiple channels is simply too much. AI and other automation advances in online marketing mean that marketers can now perform data analytics and build a customer journey accordingly, then deliver and manage communications across channels, including email and social. Using marketing automation for e-commerce can streamline customer communication to eliminate excess contact, too, and many platforms incorporate AI for chatbots and assistants. Here’s what else to know: - 70% of e-commerce brands will rely on real-time analytics by this year. - 51% of shoppers prefer e-commerce businesses with live chat support. - Data-driven e-commerce companies are 23x more likely to acquire customers and 19x more likely to be profitable. ## Trend 5: The Evolving Role of SEO and Content Marketing in E-commerce SEO remains a crucial piece of e-commerce customer acquisition in 2026. As the discipline continues to evolve, e-commerce marketers should build a solid strategy with new opportunities in mind. ### Using SEO for Acquisition E-commerce teams can use SEO and AEO or GEO (answer or generative engine optimization, i.e., content designed to be picked up by ChatGPT or Google’s AI Overview) to attract targeted traffic, boost conversions and engagement, and build and maintain brand visibility. Paid search is also still a viable tactic, depending on budget and market saturation, but organic search serves as a low-cost, always-on channel that can steadily drive traffic. Good e-commerce SEO and AEO/GEO practices include optimizing web product pages, keyword targeting, and creating useful content for prospects at all funnel stages. Content marketers in e-commerce companies should use rich keywords and aim to inform and educate readers about products and trends on the path to conversion. Content marketing tactics in e-commerce range from reviews and user-generated content to video and audio. ### Voice Search Voice search is an emerging trend in e-commerce, as smart speakers and phone assistants become more sophisticated and useful. Consumers can shop easily (then purchase and track orders) with these hands-off options, so putting resources into voice search optimization is something marketers should consider. Get to know the tenets of voice search, such as optimizing for natural language and using long-tail keywords. Here’s what else to know: - 32% of consumers globally are using voice assistants weekly, and voice assistant users are 33% more likely to have made an online purchase in the past week. - Product pages that used the exact keyword in the meta description ranked better than those that didn’t. - 43% of e-commerce traffic originates from organic Google searches. - 57% of users won’t buy from a business online if it has less than a four-star rating. ## Trend 6: The Rise of Re-Commerce As sustainability continues to grow to top of mind in shoppers' priority lists, re-commerce — i.e., buying and selling used products online — continues to gain popularity, with 65% of shoppers aged 18-24 likely to have bought preowned goods within the last 12 months. Brands are having fun with it, and customers are enjoying reduced prices: For example, children’s clothing brand Hanna Andersson has “Hanna-Me-Downs,” reflecting the demand in the secondhand fashion market, which is projected to reach $367 billion by 2029. ## Key E-commerce Seasons and Dates in 2026 New Year: January provides a chance to clear holiday inventory while capitalizing on the “new year, new me” mindset for fitness and seasonal products. Super Bowl: The Super Bowl (February 8, 2026) often boosts demand for campaigns centered on snacks, drinks, and home entertainment. Marketing teams can use this as a comeback moment for customers who haven’t engaged in the buying cycle after a leaner post-holiday spending month in January. Valentine’s Day: This couple-focused day offers a prime moment to focus on personalized gifts, luxury items, and memorable experiences. Black History Month: February is ideal for spotlighting Black-owned businesses, creators, and cultural contributions. Authentic storytelling, along with curated collections and guides, can help brands connect with value-driven consumers. Tax season, wellness, and Presidents’ Day: Presidents’ Day (Feb. 16, 2026) is a strategic time for promotions on home goods, appliances, and tech. This is also when tax refunds start encouraging big-ticket purchases. Spring break and spring cleaning: Spring break planning might boost travel-related purchases, in addition to spring cleaning content and product opportunities. Memorial Day: With summer officially here, promotions around outdoor gear, travel, and family gatherings will all resonate well. Fourth of July: Focus on summer fun here, with bold, festive visuals. Highlight limited-time offers on BBQ supplies, summer- and holiday-friendly apparel, and outdoor products for back yards, beaches, and pools. Amazon Prime Day: Now several days in July, use this time to optimize your Amazon listings and ads to capitalize on high-intent shoppers and increased traffic, emphasizing urgency and exclusivity, especially for deals on tech and home products. Back to School: Beginning in August, marketers should plan to target parents and students with budget-friendly bundles, organizational tools, and time-saving solutions, using messaging around preparedness and new beginnings. Halloween: Spooky season is the time to have fun with your marketing, while promoting costumes, candy, and decorations. You can also experiment with limited-time products and UGC to drive engagement. Black Friday: Deep discounts and doorbuster deals are the order of the day here: Play up the urgency and scarcity angles, and try to create advance buzz with email teasers and VIP early access events. Cyber Monday: Ensure everything is optimized for smooth, high-traffic experiences and focus on online-only convenience, flash sales, and extended weekend deals. Christmas: Round off the year with warm, family-oriented messaging, and promote gift guides, shipping cutoff dates, and bundle deals to help people feel more at ease amidst the holiday stress. ## How to Determine If an E-commerce Trend is Right for Your Business While it might be tempting to tackle all of the latest trends, it’s important to keep in mind that some might not be the perfect fit for your business or client. Petrullo gives the example that not all businesses have the resources to do live shopping. “If it causes you too much stress and it's not something you're comfortable with, then don't submit,” she says. “There's a thousand and a half other things you can do.” Petrullo does encourage businesses to be willing to look bigger and consider under-utilized resources, though — even if it makes them uncomfortable. “If you have a TikTok shop and you can tap into the affiliate program, you can unlock a herd of sales people to promote your business and your products,” she says. “We've had clients that do $30,000 days overnight by launching a TikTok shop and having a strategic affiliate marketing plan.” ## Key Takeaways E-commerce marketing has already started to popularize live and social shopping, and offers a testing ground for emerging technology like AR and voice search. E-commerce marketing trends in 2026 include the use of sophisticated data analytics, incorporation of AI, automation wherever possible, and personalization. Understanding the different roles generations play in your sales can also help you strategically plan your promotions and the growth of your e-commerce business through social media channels. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for e-commerce in 2026? E-commerce digital advertising will continue to span a range of channels. The best channels in 2026 are a combination of paid and organic, all focused on targeting prospects and turning them into repeat customers. Successful e-commerce marketing channels also include user-generated content, live streams, performance marketing channels (e.g. PPC and online advertising) and social platforms. ### How can e-commerce businesses reduce cart abandonment? Cart abandonment remains a typical challenge for e-commerce businesses. With lots of digital tools available, businesses can use data to understand why customers abandon their carts. Teams may try streamlining the checkout process, including shipping and fee information up front, opening a guest checkout option, and testing personalized retargeting to re-engage customers. ### What are some successful examples of e-commerce digital marketing campaigns? Successful examples of e-commerce digital campaigns include the Dove Campaign for Real Beauty, which built brand and messaging alongside memorable photos, and Spotify’s Wrapped campaign, which sparks lots of copycats and conversation among users each year, and has inspired countless other brands to create their own year-in-review content. ### How is AI impacting the e-commerce marketing landscape? AI is playing a big role in e-commerce marketing, particularly in the areas of personalized experiences. Even small marketing teams can get help from AI in analyzing tons of customer behavior and predicting trends. In addition, AI can help teams automate tasks to become more efficient without adding resources. ### What are the key metrics for measuring success in e-commerce digital marketing? E-commerce digital marketing tracks similar metrics to other industries, such as customer acquisition cost, web traffic, and customer lifetime value. Metrics specific to measuring success in e-commerce include the sales conversion rate to measure how many site visitors make a purchase, the cart abandonment rate, average order value, and return rate. --- ### Cookies: Types, Use, How They Affect Privacy URL: https://www.taboola.com/marketing-hub/cookie/ Last Modified: 2025-06-22 11:52:19 It probably happens to you every day: There you are, trying to read an article, and you can’t even scroll down because a privacy notice has hijacked the page. It warns, “This site collects cookies,” prompting you to accept, deny, or accept “only necessary” cookies. What are these cookies? What do they do? Are they good or bad? What connection do they have with your privacy? Are they called biscuits in the UK? (Not this kind, no.) This article breaks it all down for you. ## What Is an Internet Cookie? An internet cookie, often just called a cookie, is a small text file that a website stores on your device (like a computer or smartphone) when you visit that site. The term was coined in 1994 by Netscape chief architect Lou Montulli: Think of it as a digital tag that helps websites remember you and your preferences. Cookies are created by the website’s server and sent to your browser, where they’re stored for future use. They’re essential for making the web more user-friendly, but can also raise privacy concerns if not managed properly — hence the prompts to accept or reject cookies. ### “Magic Cookies” The term cookie in computer-speak actually predates the advent of the World Wide Web. Pre-1994, it was called a “magic cookie.” It was used in the context of UNIX operating systems — the basis for most modern operating systems, including Linux and MacOS — to refer to a type of tag or message between users and computers, and back again. According to a Reddit AMA (“ask me anything”) session given by none other than Montulli himself: “It’s based on a fortune cookie, a message wrapped in a container. The name ‘cookies’ comes from a software trick from an old operating systems manual I read a few years earlier, a technique for passing information back and forth between the user and the system. For some reason, the small piece of data exchanged had been called a ‘magic cookie.’ Inspired by that earlier model, sketched out an architecture for a web-based ‘cookie’ that would give the medium a sense of memory without compromising privacy.” ### HTTP Cookies HTTP cookies operate through HTTP (Hypertext Transfer Protocol), the system that powers web communication. When you visit a website, the server sends a cookie to your browser via an HTTP response header called Set-Cookie. Your browser stores this cookie and sends it back to the server with every subsequent request using the Cookie header. This back-and-forth lets the server recognize you and tailor the experience, like keeping you logged in or showing relevant content. Below, you’ll see what a cookie looks like behind the scenes. This is an example of a “persistent” cookie (I’ll explain what that means in a bit) that your computer might make when you access the site for fictitious cosmetics retailer, Schlefora.com. You won’t see this at all from the front end, but the cookie script, which is saved in your browser, would look like this: Name: session_id Value: a9f3e9a8c1234d76a9f567bb0f8912df Domain: schlefora.com Path: / Expires: Wed, 25 June 2025 10:00:00 GMT Secure: True HttpOnly: True The text above is a way of identifying that particular visit you made to Schlefora; here, “session” is another term for visit. This is what each component means: - Name/Value: This pairs a label with a piece of data (like a unique session ID). - Domain: The website that set the cookie. - Path: The specific page or folder it applies to. (It’s blank here because it’s a fake site and there is no path.) - Expires: When the cookie will be deleted by the browser. - Secure: Only send the cookie over HTTPS. - HttpOnly: Makes it inaccessible to JavaScript (for security). ### Where Are Cookies Stored? Cookies are stored on your device by your web browser, typically in a dedicated folder. For example, in Google Chrome, cookies are saved within the browser’s user profile directory (e.g., ~/Library/Application Support/Google/Chrome/Default/Cookies on a Mac). Each browser has its own storage system. You can view or delete these cookies through your browser’s settings, usually under the “privacy” or “history” section. From a user point of view, this is what the drop-down menu looks like in Chrome, giving you the option of which cookies you want to delete: This is what it looks like in Safari (first, find “system settings” under the apple icon at the top left of your Safari browser): ## What Are Cookies Used For? Cookies serve a range of purposes, from improving website functionality to enabling targeted advertising. Here are some common uses: ### Session Management Cookies keep track of your activity during a single browsing session. For instance, when you log into a website for your bank account, a session cookie stores your authentication details so you don’t have to log in again on every page. These cookies typically expire when you close your browser, ensuring temporary, secure access. ### Personalization Ever notice how websites suggest products or content based on your past visits? Cookies store data about your preferences, like your location, language, or browsing history, to customize your experience. For example, an e-commerce site might show you items similar to ones you’ve viewed, making your shopping more relevant. ### Advertising Cookies are a cornerstone of online advertising. They track your behavior across sites — like which pages you visit or what you search for — to build a profile of your interests. Ad networks use this data to serve targeted ads, increasing the chances you’ll click on them. While this can make ads more relevant, it also raises privacy questions. To address these privacy concerns, advertisers are pivoting toward platforms that can leverage first-party data, rather than third-party data. ## What Data Do Cookies Collect? Cookies can collect various types of data, depending on their purpose and the website’s setup. While they don’t store large amounts of information directly, the data they hold can be powerful when combined with other tracking methods. Here’s a look at what they typically gather: ### User Identifiers Cookies often contain unique IDs that link your device to a website or ad network. These IDs don’t include your name, but act like a digital fingerprint, letting sites recognize you across visits. For example, a login cookie might store a user ID to keep you signed in. ### Browsing Behavior Cookies can track which pages you visit, how long you stay, and which links you click. This data helps websites understand user behavior and optimize content. Ad cookies might also record your searches or viewed products to tailor ads across different sites. ### Device and Settings Information Some cookies collect details about your device, like your browser type, operating system, or screen resolution. They might also store your preferences, such as language or font size, to ensure the website displays correctly and feels personalized. ## What Are the Different Types of HTTP Cookies? Not all cookies are the same — they vary in purpose, lifespan, and origin. Understanding the types of cookies helps you grasp their role and impact. Here are the main categories: ### First-Party Cookies First-party cookies are created and used by the website you’re visiting. They’re typically used for essential functions like remembering your login, storing cart items, or saving your preferences. These cookies are generally safer and less privacy-invasive since they’re limited to one domain (the site you’re on). ### Third-Party Cookies Third-party cookies are set by domains other than the one you’re visiting, often by ad networks or analytics providers. They track your activity across multiple sites to build a profile for targeted ads or analytics. For example, a third-party cookie from an ad platform might follow you from a news site to a shopping site, serving relevant ads. These cookies are more controversial due to privacy concerns. ### Session Cookies Session cookies are temporary and expire when you close your browser. They’re used for short-term tasks, like keeping you logged in during a single visit or tracking your progress through a multi-step form. They don’t store data long-term, making them less intrusive. ### Persistent Cookies Persistent cookies stay on your device for a set period (days, months, or years) or until you delete them. They’re used for long-term personalization, like remembering your login details or preferences across visits. While convenient, they can collect more data over time. ## Why Are Third-Party Cookies Being Phased Out? Over the past several years, major browsers and regulators have taken steps to phase out third-party cookies in response to growing concerns about user privacy. Third-party cookies — set by domains other than the one a user is actively visiting — have been widely used for tracking users across sites and building detailed behavioral profiles, often without their explicit consent. This cross-site tracking has drawn scrutiny from consumers and regulators alike, prompting legislation such as Europe’s GDPR and California’s CCPA. In response, browsers like Safari and Firefox began blocking third-party cookies by default, and Google Chrome, which commands over 60% of browser market share, announced in 2020 that it would phase them out entirely (although this plan changed somewhat). This shift marks a fundamental change in how digital advertising and personalization are handled, pushing the industry toward privacy-preserving alternatives such as first-party data, contextual advertising, and predictive AI models. Some performance advertising platforms combine rich first-party behavioral signals with contextual analysis to optimize ad performance without compromising user privacy. ## How Cookies Affect User Privacy Cookies are a double-edged sword: They make the web more convenient, but can compromise your privacy if misused. As websites and advertisers rely on cookies to track behavior, users face growing concerns about data collection and control. ### Tracking and Profiling Third-party cookies, in particular, enable cross-site tracking, allowing companies to build detailed profiles of your online habits. These profiles can include your interests, location, and even inferred demographics, which are often shared with advertisers. Without transparency, you might not know who’s collecting your data or how it’s used. ### Data Security Risks Cookies themselves don’t contain viruses, but they can be vulnerable to attacks like cross-site scripting (XSS), where hackers steal cookie data to impersonate you. If a website doesn’t secure its cookies properly (e.g., with HTTPS or the Secure attribute), your data could be at risk. Many users don’t realize how much data cookies collect or how to manage them: Websites often use vague cookie consent notices, making it hard to opt out of tracking. This lack of clarity can leave you feeling powerless over your personal information. ### GDPR vs. U.S. Legal regulations about cookies differ by region. The GDPR (used in the EU) requires websites to obtain explicit, informed consent before placing any non-essential cookies on a user’s device. In contrast, U.S. laws like the CCPA allow websites to use cookies by default and require only that users be given the option to opt out. The GDPR emphasizes prior user control, while U.S. rules generally focus on transparency and the right to refuse. Here is an example of a cookie alert that a user might see if logging in to a website from a U.S.-based computer or phone. This is taken from the atlantic.com news site. Notice that the default is that if you “accept,” you are agreeing to accept third-party cookies. You have to take an additional step to opt out. This would not be considered GDPR-compliant. By contrast, here is a cookie alert you might see if logging into a website from an EU-based device. This is taken from the EU parliament official site. Notice that you get the choice to refuse or accept up front, without any additional steps. This is what makes it GDPR-compliant. ## How to Enable and Remove Cookies Managing cookies gives you control over your online experience and privacy. Most browsers let you enable, disable, or delete cookies through their settings, and you can also use tools to fine-tune how cookies work. ### Enabling Cookies To enable cookies, go to your browser’s settings (usually under “Privacy” or “Security”). For example, in Chrome, navigate to Settings > Privacy and security > Cookies and other site data and select “Allow all cookies” or “Block third-party cookies.” Enabling cookies is often necessary for websites to function properly, like for logins or shopping carts. ### Deleting Cookies You can delete cookies to clear stored data and start fresh. In most browsers, find the option under Settings > Privacy > Clear browsing data. Select “Cookies and other site data” and choose a time range (e.g., last hour, or all time). Be aware that deleting cookies will log you out of sites and reset preferences. ### Using Browser Extensions For more control, consider extensions like uBlock Origin or Privacy Badger, which block trackers and unwanted cookies. You can also use “Incognito” or “Private” browsing modes, which prevent cookies from being stored after your session ends, though they don’t block cookies entirely. ## Key Takeaways Cookies are small text files that websites use to remember your preferences, manage sessions, and enable features like personalization and advertising. They collect data like user IDs, browsing behavior, and device details, which can enhance your experience but also raise privacy concerns. Types of cookies include first-party (site-specific, safer) and third-party (cross-site, used for ads), as well as session (temporary) and persistent (long-term). Cookies can track your online activity, sometimes without clear consent, posing privacy and security risks if not managed. You can enable or remove cookies via browser settings or use extensions for more control, balancing functionality with privacy. Third-party cookies are being phased out due to privacy concerns. ## Frequently Asked Questions (FAQs) ### What’s the difference between first-party and third-party cookies? First-party cookies are set by the website you’re visiting and only work for that site, handling tasks like logins or preferences. Third-party cookies come from external domains (e.g., ad networks) and track you across multiple sites for ads or analytics. First-party cookies are less privacy-invasive, while third-party cookies are often restricted by modern browsers due to tracking concerns. ### What is a session cookie vs. a persistent cookie? A session cookie is temporary, stored only until you close your browser, and used for short-term tasks like keeping you logged in during a visit. A persistent cookie remains on your device for a set period, enabling long-term features like remembering your login or preferences across visits. ### How do I delete cookies? To delete cookies, go to your browser’s settings (e.g., Settings > Privacy > Clear browsing data in Chrome). Select “Cookies and other site data,” choose a time range, and confirm. This will log you out of sites and clear stored preferences. You can also delete specific cookies via developer tools. ### How will marketers track users without cookies? With third-party cookies being largely phased out, marketers are shifting to alternatives like first-party data (collected directly from users), contextual advertising (based on page content), and privacy-preserving technologies like Google’s Privacy Sandbox. These methods aim to balance targeting with user privacy. ### Can cookies be used for analytics tracking? Yes, cookies are widely used for analytics, tracking metrics like page views, time spent, and user journeys. Tools like Google Analytics use cookies to identify returning users and measure site performance, helping website owners optimize content and user experience. ### How do you make GA4 cookie-compliant? To make Google Analytics 4 (GA4) cookie-compliant, implement a cookie consent management platform (CMP) to get user consent before setting analytics cookies. Use GA4’s consent mode to adjust tracking based on user preferences (e.g., disabling cookies if consent is denied). Ensure your privacy policy discloses cookie use and complies with regulations like GDPR or CCPA. ### How are cookies different from app tracking? Cookies are browser-based text files that track web activity, while app tracking uses device identifiers (e.g., IDFA on iOS) or SDKs to monitor in-app behavior. Cookies are limited to web browsers, while app tracking spans mobile apps and can collect more device-specific data. Both raise privacy concerns but operate in different ecosystems. ### How do I implement a secure cookie? To implement a secure cookie, use the following attributes in the Set-Cookie header: - Secure: Ensures the cookie is only sent over HTTPS. - HttpOnly: Prevents access via JavaScript, reducing XSS risks. - SameSite=Strict or SameSite=Lax: Limits cross-site requests to prevent CSRF attacks. - Set a short expiration time for sensitive cookies and encrypt their contents if storing sensitive data. Always test cookies on a secure server. --- ### Target Audience: The First Step in Defining Your ICP URL: https://www.taboola.com/marketing-hub/target-audience/ Last Modified: 2025-06-22 11:22:34 You want to strategically and carefully spend your marketing budget, and doing so starts with understanding your target audience. Broad marketing messages designed to appeal to “everyone” are rarely effective, so defining your target audience will allow you to customize and refine your marketing message to appeal to those individuals most likely to convert into paying customers. ## Defining and Understanding Target Audience Your target audience is a group of people that you want to reach with your marketing, so they will buy your products or services. A target audience shares certain characteristics, like their demographics and interests, that make them a good fit for your business. Once you determine your target audience, you can better focus your marketing efforts to reach these individuals. ### What Are the Key Characteristics Used to Define a Target Audience? Most companies use demographics as a key characteristic to define a target audience. Demographics, or statistical data, might include characteristics like age, location, gender, occupation, income level, and relationship status. Psychographics, including behaviors, interests, and thought processes, are also key characteristics: You might, e.g., define your target audience based on their interests, pain points, values, and spending behavior. For a practical example, picture a business selling running shoes for men. This brand might define their target audience as being male athletes between ages 18 and 40, with an income level from $50,000 to $120,000, who may participate in competitive running and want an innovative shoe designed to increase foot turnover, and who may be willing to spend more on shoes for a competitive advantage. ## Identifying Your Target Audience Identifying your target audience helps you to better refine and focus your marketing efforts. You can also generate higher quality leads, which can help improve conversions. Identifying your target audience is a process, and you’ll need to refine your target audience as your business and its offerings evolve. ### What Are the Initial Steps in Defining Your Target Audience? When you’re first working to define your target audience, it’s helpful to use market research to better understand who your customers are. You can poll customers and ask about factors like their pain points, demographics, and why they chose the products or services they did. Reviews of your business can also reveal information about who your buyers are, why they made a purchase, and what pain points your products are solving. Looking at competitors’ target audiences is helpful, too. Observe their marketing, including their messaging, and consider who they’re trying to reach and what pain points they’re addressing. Take the information that you’ve collected and make a list of common characteristics your audience shares. You can continue refining your target audience as you start to better understand your customers. ### How Can Market Research Help in Understanding Your Ideal Customer? Market research is a valuable tool in understanding your ideal customer, and you can perform market research in several ways. The fastest and simplest way to do market research into your target audience is to review existing sources, such as industry publications (which publish information on common trends), demographics, and household incomes within your target industry. You can also turn to consumers themselves, though this method can be expensive and time-consuming. If you already have a robust social media following or customer base, you can poll your customers and followers to learn more about them. Asking questions about their pain points, demographics, and what they like or would change about your products and services can give you a deeper, more detailed understanding of your audience. In addition to surveys and polls, focus groups and interviews can also help you collect detailed information. ### What Are Buyer Personas and How Do They Help in Visualizing Your Target Audience? Buyer personas are profiles that help you visualize your ideal customer. You can create buyer personas based on your target audience’s common characteristics. For example, let’s say that your clothing brand’s target audience is women aged 30 through 40 who want stylish work clothes that are also highly comfortable. They value products made in the USA and want to avoid harmful chemicals and undesirable manufacturing practices. Using those characteristics, you could create a buyer persona of Sarah, a 35-year-old communications professional who needs a suitable wardrobe that can keep her comfortable during long workdays. She makes $80,000 per year, often uses Instagram and LinkedIn, and lives outside of Chicago. You can add other details, like the types of publications Sarah reads, the movies and music she enjoys, and what motivates her to make a purchase. This persona can help you better envision a very specific individual within your target audience, so you can more easily tailor your messaging and marketing for maximum effectiveness. ## Key Characteristics to Consider As you define your target audience, you’ll want to include several types of key characteristics to paint a complete picture of your potential and ideal customers. ### What Demographic Factors Are Important to Consider? Demographic factors are easily definable characteristics that you can use to identify your target audience. Some key demographic characteristics include: - Age. - Gender. - Location. - Income. - Education. - Marital status. - Gender identity. ### What Psychographic Factors Influence Your Audience? Psychographic factors are also important. These factors help define how your target audience thinks, like: - Values. - Beliefs. - Interests. - Lifestyle. - Attitudes. - Morals. - Expectations. - Pain points. ### What Behavioral Factors Are Relevant? Your audience’s behavioral factors are essential, since they can affect how your audience decides to make purchases, how they engage with your business, and more. Include factors such as: - Purchase history. - Interactions with your brand. - Website history. - Purchase intention. ### How Do Needs and Pain Points Define Your Target Audience? If your product or service addresses the audience’s pain points, they’re more likely to be motivated to make a purchase from your business. If your product or service doesn’t address those pain points, though, you’re not helping them to solve a problem, so it will be more difficult to motivate them to buy. Chances are, if your offerings don’t align with their needs and pain points, you’re looking at the wrong target audience. ## Reaching Your Target Audience ### How Does Understanding Your Target Audience Inform Your Choice of Advertising Channels? Defining and understanding your target audience gives you valuable information that you can use to strategically choose your advertising channels. Different demographics tend to use different advertising channels, such as social media marketing, influencer marketing, radio, direct mail, and email marketing. For example, according to the Pew Research Center, 93% of U.S. adults ages 18 through 29 use YouTube, but just 38% of that same demographic uses X. When you know the specific demographic you’re trying to reach, you can focus on the advertising channels they use most often, so your marketing is more likely to be successful. Understanding your target audience can also help you determine your timing and frequency of communication. A younger demographic like adults ages 18 through 29 are used to seeing frequent marketing messaging, so you might increase your frequency to help your messaging stand out from all of the other ads. But, if you’re marketing to seniors, they could see such frequent messaging as being overwhelming and pushy. You can adjust your frequency based on what you know about your target audience and how they’re likely to receive your messaging. ### How Can You Use Audience Insights for Personalization? Having detailed audience insights is also helpful when personalizing your marketing messaging. Once you’ve identified your target audience’s interests, pain points, and buying motivation, you can craft more personalized marketing messages that address and reflect those characteristics. Such personalized marketing can make a strong impression on your audience, increasing its effectiveness and prompting your audience to take action, whether that’s following your brand on social media or learning more about a product by visiting your website. ## Evolving Your Understanding of Your Target Audience Your job isn’t done once you’ve defined your target audience — it’s important to continuously develop and evolve your understanding of them. ### Why Is It Important to Continuously Refine Your Understanding of Your Target Audience? Consumer behaviors and market dynamics continuously change, so your target audience’s interests, buying motivations, and pain points may have dramatically changed from what they were a year ago. If you release new products or services, they may appeal to a slightly or even entirely different target audience. Rebranding can also mean it’s time to change your target audience. Continuously refining your understanding of your target audience helps ensure that you’re truly marketing to the right potential customers. View your target audience as a continuously evolving group of people to keep your strategy accurate and effective. ### How Can You Use Data and Analytics to Track Changes in Your Audience? Analytics and data inform your initial understanding of your target audience, and they’re also useful in tracking changes in your audience. Your social media analytics can help you spot changes and new trends in who is following your pages, which can be an important source of demographic information. Web analytics tools, like Google Analytics, can provide you with information on website visitor demographics, brand interactions, and purchase behaviors. You can also use AI to analyze large amounts of data, and this technology may be able to spot trends or changes that you haven’t yet identified. Don’t forget that your current audience of social media followers and customers is also a valuable resource. You can gather feedback from your audience through polls, focus groups, and surveys, which can help you improve your products and services, your marketing messaging, and your understanding of what matters most to your audience. ## Key Takeaways Understanding your target audience is essential for effectively marketing your business. Many tools can help you determine the key characteristics that define your target audience, and you can then use that information to craft effective messaging on the channels they use. Since your target audience can evolve over time, it’s important to continuously expand your understanding of them to maximize the effectiveness of your marketing. ## Frequently Asked Questions (FAQs) ### Can a business have more than one target audience? Yes, a business can have multiple target audiences. That’s particularly true for businesses that offer a range of products and services which may appeal to different audiences. ### What are some common mistakes in defining a target audience? Many businesses make their target audience too broad and try to appeal to nearly everyone. Doing so can cause your marketing to miss the mark, since it’s not personalized to a particular demographic. Other common errors include not performing enough research and not refining and evolving the target audience over time. ### How does a target audience differ from a marketing persona? Your target audience is the large, broad group of people you want to reach with your marketing; hopefully these people will buy your products or services. A marketing persona is a highly detailed profile of a hypothetical person that could be in your target audience. The marketing persona helps you to better visualize an individual in your target audience, which can make it easier to understand whom you’re marketing to and how to refine your marketing messages. ### What tools can help me identify and analyze my target audience? There are many tools to help identify and analyze your target audience. Social media analytics can provide valuable information on your follower demographics and interests, while your own website analytics can help you better understand website visitor demographics, interactions, and buying behavior. --- ### Ad Formats: How to Choose the Right One? URL: https://www.taboola.com/marketing-hub/ad-format/ Last Modified: 2025-06-30 08:58:18 Choosing the correct ad formats — i.e., the way in which your ad is presented to your target audience — is an important part of any advertising campaign. It’s vital to choose the right format for your product and your consumer, but how do you know which one will work best for your goals? ## What Is an Ad Format? An ad format refers to the way in which an advertisement is presented. This can mean videos, display ads, or other ways of reaching consumers. Advertisers can choose the type they think will help them most effectively tell their story. ## Importance of Ad Formats As with any kind of storytelling or communication, the appropriate presentation makes a world of difference. Different ad formats will work better for different products or platforms, based on what people want to know about a product, or why they come to a particular platform. ## Types of Ad Formats These are some of the most common ad formats: ### Video Ads Video ads appear on various platforms, e.g., social media and YouTube. Assuming a viewer has the time and is willing to watch the video, these are incredibly effective ways to engage and bring the consumer into your world. ### Display Ads Display ads are your classic banner ads, skyscraper ads, and the like. They can be dynamic or static, and you’ll see them on all kinds of apps and websites. ### Sticky Ads These are similar in appearance to display ads, but they move with the reader down the page, rather than being visible in only one place. ### Native Ads Native ads, as the name implies, appear to be part of the content the user is consuming, matching the already existing content in tone and topic. (They will, however, be labeled as “sponsored post” or similar.) ### Search Ads These sponsored posts live at the top of search engine results pages and target users who are searching topics directly related to your product or service. ## Platform-Specific Ad Formats If you think of a platform as a room where you’re giving a talk, then choosing the right format is about reading the room before speaking. “Each platform has its own rhythm, and if you’re not in tune with that, then your ad gets ignored,” says Taron Flood, growth marketer and newsletter operator. ### Meta Sometimes the smartest move is to make an ad feel like part of the conversation. “On Meta, the best ads look like they belong,” says Flood. “Think lo-fi, in-feed creative that doesn’t scream ‘ad.’ Carousels still work for driving clicks, but short-form videos win attention, especially with Reels.” ### Google Ads An effective Google Ad is all about intent, says Flood: “Search is where people already know what they want, so your job is basically to just not to get in their way. Clarity and straightforwardness beat clever every time.” ### YouTube When you’re asking viewers to stay for a bit, the ad should be instantly engaging. “YouTube rewards narrative, but only if you manage to earn those first five seconds of attention,” says Flood. “Even skippable ads need to hook hard and early.” ### LinkedIn Advertisers on LinkedIn should aim to teach, not pitch, says Flood: “Since LinkedIn is a platform where people tend to flex their expertise, sponsored content that isn't overly sales-y, as well as insight-driven carousels, are probably a marketer's best bet there.” ### TikTok In-feed video ads are ideal on TikTok, says Flood. “Native advertising is really king there, the kind of advertising that flows seamlessly in users' For You feed,” he says. “The rule of thumb on TikTok is to make your ad feel as little like an ad as possible.” ### Realize This performance advertising platform is ideal for advertisers who care about thoughtful, well-crafted campaigns, says Flood: “Realize allows for advertisers to automatically deliver personalized creative that matches the right headlines and visuals to the right audiences.” ## Which Ad Formats Are Best for Driving Engagement? There’s a difference between flashing an ad in front of a viewer and actually gaining their interest and attention. “Short-form video almost always wins, especially when it’s native to the platform and gets to the point fast,” says Flood. However, he notes, carousels and polls deserve more credit, and their value is increasingly being noted. “They invite interaction, not just consumption. And everyone knows that that extra second of engagement is everything.” ## Creative Formats Specs “If you ignore the specs, you’re ignoring how people actually use the platform,” says Flood, who adds that specs are more like behavioral cues than tech details. “A 9:16 video with sound on hits completely different than a muted 1:1 scroll.” Every platform will have its own preferred image size. Whether you’re looking to make a carousel ad for Facebook, video ads for LinkedIn, or native ads for Google, you’ll want to learn about the specifics for each platform. These details are in accordance with each platform’s rules, and they’ll help your ads look their best within the surrounding content, which benefits you as a marketer. ### Image Sizes per Type Platform Ad Type / Ratio Dimensions (Pixels) Notes Meta Facebook Feed (1:1) 1440 x 1440 Facebook Feed (4:5) 1440 x 1800 Facebook Carousels 1080 x 1080 (min) FB Right Column, MP 1200 x 1200 Instagram Feed 1080 x 1080 Instagram Stories, Reels 1080 x 1920 Audience Network 398 x 208 (min), 1200 x 628 (rec) Native, Banner, Interstitial Google Images Horizontal 1200 x 628 (min 600 x 314) Vertical 960 x 1200 (min 480 x 600) Square 1200 x 1200 (min 300 x 300) YouTube Horizontal 1920 x 1080 Vertical 1080 x 1920 Square 1080 x 1080 LinkedIn Horizontal 640 x 360 (min) - 7680 x 4320 (max) Vertical 360 x 640 (min) - 2430 x 4320 (max) Square 360 x 360 (min) - 4320 x 4320 (max) TikTok In-Feed Ads 540 x 960 (min), 720 x 1280 (rec) File size up to 500 MB Realize 1200 x 674 (min 400 x 350) Smaller images will serve in fewer placements ### Headline Character Limit per Platform Platform Ad Type Headline Length (Characters) Notes Meta Facebook Feed 27 (recommended) Instagram 40 (recommended) Google Text Ads 30 (max) YouTube In-Feed Video Ads 100 (max) Text longer than 25 characters may be shortened on some devices. LinkedIn ~70 (avoid truncation), 200 (max) Use around 70 characters to avoid truncation on most devices. TikTok 20 (max) Realize 35-45 (recommended), 60 (max) ### Aspect Ratios per Platform Platform Ad Type / Orientation Aspect Ratio Meta Facebook Feed 4:5 Facebook Right Column 1:1 Facebook Stories 9:16 - 1.91:1 Instagram Stories 9:16 Google Images Horizontal 1.91:1 Vertical 9:16 Square 1:1 YouTube Horizontal 16:9 Vertical 9:16 Square 1:1 LinkedIn Horizontal 1.91:1 Vertical 4:5 Square 1:1 TikTok Horizontal 16:9 Vertical 9:16 Square 1:1 Realize 16:9, 4:3, or 1:1 ## Some Ad Format Selection Strategies When you’re considering an ad format, the first thing is to think about what you want to achieve. “Always start with a goal, not the format,” says Flood. “If you want awareness, go big with video. For leads, try low-friction formats like Meta’s instant forms.” ### For Retargeting While there is no specific ad format for retargeting, you’ll want to use whichever format will connect with your viewer and meet them where they are. If you’re a newer brand, prioritizing formats that build familiarity is key. If you’re more established, test sequential storytelling or deeper engagement formats like quizzes or carousels. “Sequential storytelling for established brands is my favorite because when it’s done well, it can be an engagement goldmine,” says Flood. ### For Funnel Stages Consumers bring different attitudes and levels of interest at each stage of the marketing funnel. There will be some overlap, with the main difference being that the ads should get more detailed and specific as they move further down the funnel. At the awareness stage, visually engaging formats like display ads, short videos, and educational native ads can be most inviting. During the consideration stage, viewers are more open to blog posts, webinars, and interactive ads where they can spend more time learning about the product. In the conversion stage, advertisers can deliver content that will tip the consumer into buying, such as free trials, limited-time offers, and retargeting ads. ### For Industries Whether your ad is for SaaS, fashion houses, or educational organizations, you’ll want to use the format that helps you tell your story as clearly and effectively as possible on any given site. These can be text-based, video-based, or image-based. Each format can work for each type of industry, but it’s easy to see how video-based and image-based ads will have an edge for a visual industry like fashion, whereas text-based and video-based ads can work better for Saas and educational organizations, where the consumers will want to know all the finer details. ## Format Testing and Strategies Testing formats side-by-side under the same objective is a good strategy. “For instance, on Meta, you can run carousels, video, and static in one ad set and let performance guide your budget allocation,” says Flood. “It's always important to keep an eye on what’s performing on your organic channels. That’s usually where some of our best ideas live.” ## Key Takeaways Ad formats are the ways ads are presented to your viewer. Different platforms offer different specs and guidelines for advertising on their sites, and it’s important to stay aware of the details. It’s also key to test how your ads perform with different ad formats so you can be efficient and effective in your campaigns. ## Frequently Asked Questions (FAQs) ### What is the most popular ad format? “Single image and video ads still lead in volume, and on Meta especially. They're easy to produce and plug-and-play. But, what’s popular isn’t always what’s effective,” says Flood. ### Should I test different ad formats in the same campaign? You should test different ad formats in the same campaign, but don’t just focus on format. “Message testing is just as key as testing the layout,” says Flood. “Gains come from testing how quickly you get to the point, how you frame the hook, and whether your CTA actually lands.” ### What kind of content works best in a slideshow or collection ad? For a slideshow or collection ad, you’ll want to focus on high-quality images and charts. If you do use text, it should be short, to-the-point, and it should visually pop. ### What’s the best format for Google Display ads? While there’s no official best format, responsive display ads can help brands optimize their campaigns, achieve a broader reach, and save time. Google might use asset enhancement and AI-generated assets, and Google’s AI can generate various ad combinations. ### What is a display ad format? A display ad format means a video, photo, illustration, or GIF where the display is meant to catch the viewer’s eye. The format can also be understood as the combination of size and aspect ratio. ### What format should I use for LinkedIn lead-gen ads? LinkedIn offers a variety of formats for lead-gen ads, including carousel, video, and single image ads. The platform provides pre-filled lead-generating forms. ### What ad format should a SaaS company use on LinkedIn? Sponsored content of all kinds can be effective, as people come to LinkedIn to learn more about their industries. Blog posts, videos, and thought leadership posts can speak to the LinkedIn visitor and engage them while they’re already in a learning stage. --- ### Paid Media: Exploring the Core of Online Ads URL: https://www.taboola.com/marketing-hub/paid-media/ Last Modified: 2025-07-09 06:43:19 Finding your way in the world of digital marketing is basically like learning a new language. The terms, acronyms, and concepts are tough enough to grasp, not to mention that they shift and evolve all the time, too. But, one of the foundational concepts you need to know, and maybe the one that holds the most immediate power to drive results, is paid media. As a copywriter for many years, I’ve done my share of creative work for paid media, and I’ve also seen it from the other side, too, when advertising my own services. So, let's get into it: What exactly paid media is, why it's so crucial, and how you can start using it to your advantage. ## Understanding Paid Media Paid media generally refers to any marketing channel or tactic that you pay for to promote your content, product, or service. It's advertising in its purest digital form, where you exchange money for exposure and attention. That may sound pretty basic, but paid media is important, as it offers immediacy and scalability, allowing you to reach a large audience quickly. It's also more about actively seeking your audience out, rather than waiting for them to find you organically. ### How Does Paid Media Differ From Owned and Earned Media? Owned media is any channel you fully control, like your website, blog, or social media profiles. While it offers full control and cost efficiency, the tough part is that building an audience takes lots of time. Earned media, meanwhile, is when others talk about you without direct payment — think media mentions, reviews, or even social media shares. It can be really valuable for credibility, but it’s also the least controllable or predictable. That’s where paid media comes in. It fuels owned media by driving traffic, and amplifies earned media by broadening its reach, giving you direct access to your target audience and bypassing the slow build of owned media and the unpredictable nature of earned media. In my experience, having a well-rounded strategy integrates all three, and all of them mutually benefit each other. ### What Is the Primary Goal of Utilizing Paid Media Channels? In a nutshell: Driving specific, measurable actions. While brand awareness is undoubtedly a benefit, paid media really focuses on performance and conversions, whether that's leads, sales, app downloads, or website traffic. But, unlike traditional advertising, digital paid media (when used correctly) offers some truly incredible precision. You can track every click, impression, and conversion, allowing for continuous optimization, and ensuring that your ad dollars are working as hard as possible. Paid media is a crucial component of many marketing strategies thanks to a combination of speed, scalability, and precise control that other types of marketing just can’t match. You also get back deep, actionable data on performance, which gives you the info needed for continuous optimization and ensuring you’re spending your advertising budget efficiently. ### What Are the Key Advantages and Disadvantages of Using Paid Media? Nothing in marketing is going to be a magic bullet, as you’ll quickly find out, and paid media is no exception. Still, understanding its pros and cons are vital before you go all-in. Pros Cons Speed & Scale Cost Precise Targeting Ad Fatigue Measurable & Controllable Platform Dependence Predictable Results Advantages - Speed and scale: Paid media can get near-instant results and reach large audiences fast, which is especially ideal when you’re running time-sensitive promos. - Targeting precision: Better targeting (like demographics, interests, behaviors), leads to less wasted ad spend. - Measurability and control: Extensive data for real-time tracking, testing, and optimization brings a better and clearer understanding of ROI. - Predictability: Once optimized, campaigns can offer fairly predictable results, allowing for consistent scaling. #### Disadvantages - Cost: Requires budget and spending which can get expensive quickly, particularly in competitive markets, if it’s not carefully managed. - Ad fatigue: Audiences can get burnt out on seeing repetitive ads, requiring constant creative refreshes. - Dependence on platforms: Performance can be impacted by changes in a platform’s algorithms or policies. ## Types of Paid Media Channels The digital advertising landscape is large, but these can be classified into a few main categories, each with unique strengths. ### What Are the Different Types of Paid Search Advertising? Paid search advertising focuses on appearing at the top of search engine results when users search for specific keywords. There are different types and subsets which I’ll explore more later on, but a couple of common types include: - Text ads: These are the standard text-based ads in search results. They’re not flashy, but they’re highly effective. - Shopping ads (product listing ads): These ones feature images with product details, and are excellent for e-commerce sales. Strategy plays a big part, too, but paid media’s power lies in its intent-based targeting, when users are actively looking for something. ### What Are the Various Forms of Paid Social Media Advertising? Paid social media advertising means running ads on social platforms like Facebook, Instagram, LinkedIn, and TikTok, since they offer rich targeting based on demographics, interests, and behaviors. Common forms include: - Image and video ads: Visually engaging formats for brand awareness and direct response. - Carousel ads: These showcase multiple images or videos and are great for product features. - Lead ads: In-platform forms for easy lead generation. Social media advertising is a top choice for reaching people where they spend significant online time, and it’s also ideal for building brand loyalty and sparking discovery. ### What Are Display Ads and How Do They Work? Display ads are visual advertisements on websites and apps. They come in various sizes and formats and work by placing your ad on sites within display ad networks or via ad exchanges. Targeting can be broad or specific and is based on things like demographics and interests, but they’re great for brand awareness, driving traffic, and remarketing. From my years in this business, I've always found them to be an underappreciated powerhouse for getting your brand seen. ### What Is Programmatic Advertising and How Does It Fit Into Paid Media? Programmatic advertising is the automated buying and selling of ad inventory using algorithms and real-time bidding. The automated part is usually what sounds scary and off-putting to newcomers, since you don’t have direct control, but it’s an efficiently managed auction for ad space, and includes display, video, and native ads. Programmatic advertising leverages all sorts of data to optimize ad placements across lots of sites and apps, providing you with a scalable and efficient way to buy digital ads. ### What Are Other Forms Of Paid Media, Such as Influencer Marketing and Native Advertising? Beyond the major platforms and traditional formats, other paid media forms can be: - Influencer marketing: Paying people with significant followings to promote your offering. The value comes from the influencer’s credibility with their audience, something you can’t replicate in an ad by itself. - Native advertising: These are ads designed to blend seamlessly with surrounding content, appearing as sponsored articles or recommended links. They’re much less intrusive and more engaging to users. ## Planning and Executing Paid Media Campaigns Launching a successful paid media campaign requires careful planning, not just throwing money at ads. Here’s what to know: ### What Are the Essential Steps Involved in Planning a Paid Media Campaign? Some of the key planning steps include: - Clearly define your goals: What do you want to achieve? Is it awareness? Leads? Sales? - Understand your audience: Who are you targeting? Know their demographics, interests, and behaviors. - Do your research: Learn about keywords, audience, and competitive analysis. - Allocate your budget: How much will you spend? And more importantly, where? - Select your channels: Choose platforms based on goals, audience, and budget. - Develop your creative: Design compelling ad creative (images, videos, copy). - Set up your campaign: Configure targeting, bidding, and scheduling. - Set up tracking and measurement: Ensure proper tracking (pixels, conversion tags). ### How Do You Define Your Target Audience and Campaign Objectives for Paid Media? Defining your target audience is crucial — it’s the heart of your campaign, so be specific beyond "everyone." Create buyer personas covering demographics, psychographics, and behaviors. In terms of selecting the most appropriate media channel for your goals, consider the following: If you’re targeting immediate sales, paid search is strong; for brand awareness, social media or display ads may be the way; for content-driven conversions, native advertising is your best bet. For paid media budget setting, consider your cost per acquisition (CPA) goals, customer lifetime value (CLTV), and competition. Start comfortably and adjust based on performance — it’s a continuous calibration. Developing effective ad creative and messaging means tailoring content to each platform and audience mindset. ## Measuring and Analyzing Paid Media Performance Without proper measurement, your paid media efforts are just a shot in the dark. Track everything and learn from what you find. ### What Are the Key Metrics to Track for Paid Media Campaigns? Crucial metrics include: - Impressions: Ad display count (reach). - Clicks: User interactions with your ad. - Click-Through Rate (CTR): Clicks divided by impressions (ad engagement). - Conversions: Desired actions taken (purchases, leads). - Cost Per Click (CPC): Average cost per click. - Cost Per Acquisition (CPA) / Cost Per Lead (CPL): Average cost to acquire a conversion/lead (profitability). - Return on Ad Spend (ROAS): Revenue from ads divided by cost. ### How Do You Measure the ROI of Your Paid Media Investments? Measuring ROI compares campaign revenue/value against costs. Here’s how to do the math: ROI = (Revenue from Paid Media - Cost of Paid Media) ÷ Cost of Paid Media x 100 For e-commerce, it’s pretty direct. With lead gen, assign a monetary value to leads based on historical conversion rates and customer lifetime value. This data is what’s important for true profitability. ### What Tools and Platforms Can Be Used for Paid Media Analytics? Most major paid media platforms offer built-in analytics. Beyond those, you can leverage: - Google Analytics: For understanding user behavior on your website, post-click. - Conversion Tracking Pixels: Code on your site to track specific user actions from ads. Interpreting data for optimization is something that’s always ongoing. Keep your eyes open for identifying trends, pause underperforming ads, adjust bids, and always be refining targeting. A/B test creatives and landing pages, too: The goal here is continuous improvement. ## Best Practices for Paid Media ### How Do You Ensure Your Paid Media Campaigns Are Cost-Effective? This is an important one, and there’s a bunch of different approaches you can take toward cost-effectiveness, such as: - Targeting precision: Accurate targeting minimizes wasted ad spend. - Relevant ad creative: Ads need to resonate with people to drive clicks and conversions. - Optimized landing pages: Clear, concise, conversion-focused landing pages maximize ad spend. - Continuous optimization: Regularly review data, adjust bids, and refine targeting. - Leverage negative keywords (for search): Exclude irrelevant terms to avoid wasted clicks. ### What Are the Best Practices for Targeting and Segmentation in Paid Media? Since targeting and segmentation are foundational cores of a paid ad campaign, here’s what’s recommended: - Start broad, then refine: Begin wider to gather data, then narrow based on converters. - Leverage custom audiences: Use existing customer data for remarketing or similar audiences. - Utilize behavioral and interest targeting: Go beyond basic demographics to target based on online interests and behaviors. - Test and iterate: Continuously test targeting parameters for best results. You should review and optimize your paid media campaigns frequently (daily for high-volume, weekly/bi-weekly for smaller). Consistency and data responsiveness are key. Be aware of some common mistakes, too, which include not setting clear objectives, poor targeting, ignoring tracking, bad landing pages, and "set it and forget it" approaches. Finally, never underestimate a compelling headline — I've seen too many otherwise good campaigns tank because of bland copy. ### How to Leverage Data for Personalization in Your Paid Media Efforts Personalization is increasingly vital in this digital landscape, since data is what allows you to tailor ads to specific audience segments. Here are a few ways to go about it: - Dynamic creative optimization: Serve different ad variations based on user data. - Remarketing/retargeting: Show ads to past website visitors, utilizing their familiarity for conversion-focused messages. - Audience segmentation: Create unique ad messages and offers for smaller, specific groups. ## Key Takeaways Paid media is a helpful and necessary tool for digital marketers right now, offering a reach and level of precision in targeting that’s hard to match. When you have a better understanding of channels, meticulous planning, and continuous optimization, you can harness its power to achieve your marketing goals. It’s an ongoing process of learning, testing, and refining. ## Frequently Asked Questions (FAQs) ### What is a good starting budget for paid media? There’s no one-size-fits-all answer, as a "good" starting budget for paid media depends on several factors that are unique to you and your business. Consider your industry's competitiveness: Highly competitive sectors like finance or e-commerce for popular products will naturally have higher advertising costs due to more advertisers bidding for attention. Your target audience also plays a role, as niche audiences might be less expensive to reach than broad ones. Most importantly, your specific marketing goals will help dictate your budget. A common approach for beginners is to start small, maybe a few hundred dollars a month. That’s what I did when advertising my copywriting services and music composition. This allows you to learn how the platforms work, understand your audience's response, and identify what creative and targeting strategies perform best — all without breaking the bank. Once you start seeing positive results (and a clear return on your initial investment) you can incrementally increase your budget. It’s a process of learning, optimizing, and scaling based on data, rather than guessing. ### How do you know which paid media channels to invest in? It’s a strategic decision, and one that should be driven by your audience and your objectives, not by what’s popular at the moment. The way to start is by understanding where your target audience spends their time online. Are they actively searching for solutions on Google, or more likely to discover new products while scrolling through social media? Consuming content on news sites and blogs? Do the research and find out. Then, align the channel's strengths with your campaign goals. If immediate conversions are your priority and your product or service solves an urgent need, paid search (like Google Ads) is a strong choice because it captures high intent. But, if you’re aiming for building brand awareness, or targeting consumers with more visually-based products, social media platforms like Instagram or TikTok are likely to be a better choice. ### Can paid media help with brand building? It sure can! Paid media is a powerful tool when it comes to brand building, and it’s a misconception to think that it’s only good for things like direct response or immediate sales. Plenty of paid media campaigns are designed for performance (like getting clicks, leads, and sales), but the consistent exposure and controlled messaging that it offers are really what’s invaluable for increasing brand awareness, recognition, and recall. When your ads appear consistently across various platforms and relevant websites, they help reinforce your brand identity, clearly communicate your values, and make your brand more familiar to a wider audience at a glance. Methods like display advertising are a proven way to win if used correctly, along with video ads on social media, or even certain native ad placements. These types of formats are perfect for showcasing your brand's personality to the right audience, telling your story, and creating an emotional connection with potential customers. The more you target specific demographics and interests, the more you can ensure your brand message reaches the right people, and builds a strong foundation of awareness before they’re even ready to make a purchase. It’s this consistent brand exposure which can lead to increased trust, loyalty, and ultimately, a stronger market position. Essentially, it’s all about planting seeds for future growth, and you can start doing that right now. ### How does paid media work with SEO? Paid media and SEO work together to help your website get seen online. With paid media, you have instant visibility by putting your ads at the top, which is great for quick results or testing new keywords. SEO builds a more long-term visibility by making your website naturally appealing to search engines, which attracts free traffic over time. They can share information, like which keywords perform best, so both strategies become even stronger. Using both helps your brand show up more often in search results, giving you a better chance to connect with people looking for what you offer. --- ### Third-Party Data: How It Works, Why It Matters URL: https://www.taboola.com/marketing-hub/third-party-data/ Last Modified: 2026-03-09 08:00:47 As an advertising copywriter, I know firsthand how understanding data helps create strong ad campaigns. Launching into the creative side of things is my first instinct when starting a new project, but taking some time to dive deep into the data often provides the missing insights I need. That goes for the client side of things, too. Even if you’re the advertiser, understanding different types of data is key to making your campaigns work. Third-party data has been a major part of how online ads are delivered and shown to people for years, and it’s this information, collected and shared by companies separate from the advertiser or website owner, that’s helped brands reach people they haven’t interacted with directly. Third-party data is also a bit of a third-rail topic, and we’ll get into that later. But, it’s allowed advertisers to take their reach further, expanding to new markets and finding new opportunities. Let’s take a closer look at its uses, benefits, challenges, and speculate what its future might be, too. ## What Is Third-Party Data? Third-party data refers to information collected by a company that doesn’t have a direct relationship with the person whose data is gathered. This data is then sold or shared, mainly for advertising purposes. Unlike information you collect directly, third-party data comes from an outside source, including various places online and offline, like websites, apps, or public records. The company collecting the data is separate from the one that interacted with the user in the first place. Historically, third-party data was collected using small bits of code, called third-party cookies, placed on web browsers. These cookies helped build a picture of online activities and interests as a person visited different websites. The cookies then crumbled and were combined into groups by data brokers or special data platforms, which advertisers could then buy to target ads to expand their reach. ### What Are The Different Types of Third-Party Data Available? Third-party data comes in a bunch of different forms, each offering different insights for targeting ads. One of the most common types is demographic data, which includes facts like age, gender, income, and education. It may sound basic, but this is a huge boost to helping advertisers understand their audience's profile. Another is behavioral data, which tracks online actions like websites visited or products viewed. This provides those much-needed clues about users’ interests, like categorizing someone as an exercise enthusiast if they visit lots of fitness sites, for example. Lastly, intent data suggests that a person is taking those first steps to buy something soon. This comes from specific actions, like repeated searches for a product. If someone searches for "best electric cars" — especially more than once — it shows clear intent to buy. As an advertiser, that’s the group you want to be reaching. ### How Is Third-Party Data Typically Used in Digital Advertising? Third-party data has been key for reaching more and more people using increasingly precise targeting. It helps advertisers find and connect with potential customers who fit their ideal buyer, but haven't directly engaged with their brand (yet) by giving access to profiles of people similar to their existing customers. This expands campaigns beyond the usual immediate customers, branching out and finding new prospects, e.g., a pet supply company finding pet owners who haven't discovered their store. The possibilities for new growth can be limitless. Advertisers use third-party data to make audience targeting significantly better. It gives them the power to divide the online audience into specific groups based on demographics, interests, or purchase readiness, adding a level of organization and segmentation. A luxury travel company might target "frequent business travelers," and a simple shift like that from broad to specific targeting can greatly improve an ad campaign. In my experience, more specific targeting yields better ad results. It also provides insights into consumer behavior and preferences on a larger scale. By looking at combined third-party data, advertisers can understand what's popular and how people typically shop, even beyond their own customers. This wider view helps create better ad messages and suggest where to place ads, shaping campaign strategy. Even if you can’t use it for your current campaign, it’s helpful information to have down the road. But, don’t lose sight of the goal: Using third-party data is meant to improve the relevance and effectiveness of ads. When an ad is shown to someone who is genuinely interested, it’s much more likely to be noticed, clicked, and lead to a desired action. I've found that relevant ads feel like helpful suggestions, not interruptions, and that alone is a huge selling point for users inundated with ads. ## Benefits of Using Third-Party Data Third-party data offers strong benefits for advertisers, mainly for reaching lots more people and targeting them precisely. ### How Can Third-Party Data Help Advertisers Reach a Wider Audience? Third-party data helps advertisers reach significantly more potential customers beyond their known base. By using information collected by outside companies across multiple platforms, advertisers can find people similar to their ideal customers, even if they've never visited their site. This allows for a deeper market reach and helps you discover new customer groups. It’s an effective way to grow your business, find new audiences, and discover new insights and selling points. ### How Can It Enhance Audience Targeting and Segmentation? Instead of showing ads to everyone, advertisers can buy specific groups based on detailed criteria like "people looking to buy a new car." Detailed grouping makes ads highly relevant, and with increased targeting, leads to more efficient ad spending and a higher chance of connecting with interested people. This level of detail truly helps campaigns succeed. ## Concerns and Challenges Associated With Third-Party Data If I’m making third-party data sound great so far, that’s because it is…for increased targeting. But, this article wouldn’t be complete if we didn’t talk about its drawbacks as well. Along with all the advantages, third-party data brings serious worries and challenges, especially regarding privacy and data reliability. These issues are especially noticeable nowadays, and are changing the landscape of digital advertising fast. ### What Are the Key Privacy Concerns Surrounding the Collection and Use of Third-Party Data? This is the big one we need to talk about. The main privacy concern is the lack of clear permission and openness. When outside companies gather data, people often don't know what's collected, how it's used, or who sees it, which can make them feel uneasy and like they've lost control of their personal information. The idea that without permission, an unfamiliar company knows their age, income, and browsing history, not to mention whatever else they discover, feels deeply intrusive. This worry has led to public outcry and the passing of some major new laws across the world. ### How Do Regulations Like GDPR and CCPA Impact the Use of Third-Party Data? You’ve probably heard about, or seen a popup about, one or both of these when visiting a website. Rules like GDPR (General Data Protection Regulation) in Europe and CCPA (California Consumer Privacy Act) in the United States have fundamentally changed how third-party data can be collected and used by giving people more control over their data. GDPR requires clear consent, and CCPA gives consumers rights to access, delete, or opt out. They’re not flawless, but they help, and we absolutely needed some regulations in place. From the advertiser’s perspective, though, these rules have made using third-party data much more complex and risky without strong compliance, and has pushed them to be more careful overall. On top of that, data accuracy and quality are real concerns, too. Since this data is pulled from many different places without consistent checks, its reliability can be questionable, and it isn’t always correct. Profiles might be old or interests wrongly guessed, for example, and using incorrect data wastes ad money and creates a bad user experience as a whole. It's hard to ensure data is clean when you don't collect it directly. The lack of transparency in data sourcing is a big problem. Advertisers often buy audience groups without knowing exactly where or how the data was collected, and that makes it hard to check its quality, legality, or ethics, creating risks. Not knowing the full story is a real challenge if you’re trying to practice responsible advertising. Finally, relying too heavily on third-party data carries risks. It can mean targeting the same groups as competitors, raising costs. Also, as laws get stricter and technology changes (like the removal of cookies), a strategy built mainly on third-party data becomes unstable. ## The Future of Third-Party Data in a Privacy-Focused World Third-party data is a field that’s changing fast due to privacy concerns and internet technology shifts and growth. So, what does its future look like? Hard to say for sure, but one thing I’m pretty confident of is that it’ll have to be about adopting new ideas and moving away from traditional tracking. ### How Are Changes in Browser Privacy Settings Affecting Third-Party Data Usage? The biggest change is the ongoing removal of third-party cookies by major web browsers (looking in your direction, Google Chrome). These cookies were the main technology for third-party data collection for years, allowing tracking across websites, and getting rid of them means the old way of building user profiles across multiple websites for advertising will largely stop. It’s a major shift, forcing advertisers to rethink how they’ll need to find and reach audiences. ### What Are the Emerging Trends and Alternatives to Third-Party Data? As the industry moves to a cookieless online world, new ideas are popping up and gaining traction, all focused on privacy and user permission. One key shift is a bigger focus on first-party data. This is the information your company collects directly from your own customers and website visitors, the big difference being that there’s usually clear permission. It includes measures you need to know, like purchases or website visits, but because you collect it, you own and control it, and it's seen as the most valuable, accurate, and privacy-friendly data. First-party data might be your most reliable asset moving forward. Zero-party data is even more direct, i.e., information customers willingly share, like preferences or personal details. This comes from quizzes or surveys, making it accurate and trustworthy since it's straight from the source. Contextual advertising is also returning strongly. Instead of tracking users, ads are placed on web pages with content that’s directly related to the ad. For example, a hiking boot ad on an outdoor adventure page. This method doesn't track individuals, so it's naturally good for privacy. It’s an older idea, but it’s coming back with smarter technology. ### How Are Advertisers Adapting to a Cookieless Future? Advertisers are adapting by changing their data and their overall thinking. This means focusing on collecting, managing, and using their first-party data, and building customer data platforms (CDPs) to combine information and create a full audience picture. They also try to create engaging experiences to encourage users to share zero-party data. ### What Role Will Data Clean Rooms Play in the Future of Data Collaboration? Data clean rooms are becoming important for safe data sharing. These are secure places where companies can combine their direct customer data for analysis and to find matching audiences, without showing actual private user data. It allows for valuable insights and audience use, while protecting privacy, promising safe data sharing in the future. ## Best Practices and Considerations for Using Third-Party Data The shift away from traditional third-party cookies is shaping up to be pretty clear, but third-party data in other forms may still play a role, so understanding how to use it remains important. ### What Are the Best Practices for Responsibly Using Third-Party Data? Even as the data world changes, the basic rules for responsible data use are vital, and show your audience that you care about their online privacy. Always be clear and get permission to ensure data was collected with consent, and that its use matches user expectations. Pay attention to data quality and accuracy, since bad data wastes your time and effort, too. Also, check your data sources, understand collection, and test how well third-party audience groups perform. Finally, mix it with your own first-party data — strong strategies will always combine outside insights with what you know directly about your customers. ### How Can Advertisers Ensure Compliance With Privacy Regulations When Using Third-Party Data? Making sure you follow privacy rules like GDPR and CCPA is extremely important now, and that starts with thoroughly checking your data providers. You’ll need to ask about their data sources, how they get user consent, and how they comply with privacy laws themselves. Also, set up strong data management rules within your own company, including regular checks and employee training on privacy. ### What Due Diligence Should Be Performed When Selecting Third-Party Data Providers? When picking a third-party data provider, do a thorough check. Ask about their data sources and consent methods. Understand their data cleaning processes and how often the data is updated. Also, ask about their privacy policies and how they meet rules like GDPR and CCPA, and if they offer clear ways to opt out. Lastly, consider their reputation and ask for client references. Trust is key when relying on outside companies for sensitive information. ### What Are Some Ethical Considerations for Using Third-party Data? Beyond legal compliance, ethical concerns are increasingly vital. One concern is potential for unfairness or bias: If data reflects societal biases, targeting could lead to unfair ads. Another is user control and choice: Ask yourself if using this data aligns with user expectations, and if there’s an easy opt-out. Lastly, consider the impact on user trust: If there are unclear or intrusive practices, that can reduce credibility in your brand and the online landscape. Building and keeping trust is incredibly valuable in a world where it seems like that’s being eroded everywhere. ## Key Takeaways Third-party data has been central to digital advertising, providing broad reach and scale for audience targeting. It helped advertisers find and group users from outside sources based on their demographics and behaviors. However, the industry is changing due to privacy rules and technological shifts, especially the removal of third-party cookies. This evolving landscape means a focus on privacy-first approaches. Advertisers are investing in first-party data strategies, collecting direct, consented information from their customers. Zero-party data, willingly shared by consumers, and smarter contextual advertising are key alternatives. Data clean rooms are also emerging as secure ways for companies to share data while protecting privacy. While traditional third-party data's role is changing, understanding its past, benefits, and challenges is important for the future of digital advertising. The focus is now on reliable, privacy-aware data foundations for effective audience connection. ## Frequently Asked Questions (FAQs) ### Is third-party data still a viable option for digital advertising? The role of third-party data in digital advertising is definitely changing a lot, but I wouldn’t say that it’s disappearing entirely. The traditional way of using third-party data depended heavily on cookies that tracked users across different websites, and that’s being phased out. Google Chrome's move away from these cookies is a big part of this shift, and means that tracking individual users anonymously across many websites is going to become much harder — even impossible, in some cases. The main idea of getting useful information about audiences from outside sources is the primary goal, though, and that’s not gone, not by a long shot. What we’re seeing now are new, more privacy-friendly ways to share and combine data, like data clean rooms, which let advertisers and publishers securely combine and look at their own direct customer data (first-party data) without actually sharing private user information. Methods like this create combined insights that can still help with ad targeting. Also, companies that provide third-party data are changing their approaches, finding new ways to identify users with their permission, using information about the context of web pages, and creating smarter data models. So, while buying broad, general third-party audience groups might decrease, the ability to get valuable insights from outside sources (through more privacy-friendly methods) will likely continue to be a part of smart advertising plans. ### What is the difference between first-party, second-party, and third-party data? Before you get started experimenting with any version of these, it’s best to understand them at a high level. Each type is defined by where it comes from and its connection to your business. First-party data is the information your company collects directly from its own customers and website visitors. This would include data from your website, mobile app, customer records, email lists, or even in-store interactions. When you think of first-party, consider what products they've bought or pages they visited on your site, since you collect this data yourself and you own it, control how it's used, and typically get clear permission from the user. It's seen as the most valuable, accurate, and privacy-friendly data you can have, and it represents a direct connection with your audience, too. Second-party data is essentially another company's first-party data that they've agreed to share or sell directly to you. It's a direct, agreed-upon exchange between two companies. For example, an airline might share its anonymous passenger data with a hotel chain. Much like first-party, this data is generally high quality because it comes from a reliable source, and the sharing agreement outlines how it was collected and how it can be used. It’s a go-to trusted way to gain insights about audiences beyond your own direct interactions. Third-party data is what we’ve covered most here, and as discussed, it’s data collected by a company (a data broker) that doesn't have a direct relationship with the people whose data is being collected. This type of data is gathered from many different places and then sold or shared with multiple advertisers, but has its positives and negatives. On the upside, it offers broad reach and a wide range of audience groups, but it often comes with questions about its accuracy, where it came from, and whether it follows privacy rules. This type of data has traditionally been the broadest and easiest to access for expanding reach, but its future is changing a lot due to new privacy standards and limits from web browsers. ### How can I assess the quality of third-party data? This one can be tricky since you don't control how the data was originally gathered. Even so, there are some key steps and signs you can look for. First off, thoroughly research the data provider's sources and methods. Do they clearly state where their data comes from and how it's collected and updated? Providers who are open are generally more reliable, while a lack of clarity here is a big warning sign. Second, consider how recent the data is and how often it's updated. Is it refreshed regularly, or is it old and stale? Outdated information can quickly become useless and lead to wasted advertising dollars. Third, ask for examples of performance or case studies from other advertisers who used the data. While results differ, a provider sharing success stories might offer more reliable data. Finally, and maybe most importantly, test the data yourself. Start with a small budget to run campaigns targeting these groups. Watch your key performance goals. If the data doesn't perform well, it's likely not worth the investment. Remember that your own results are the best way to judge data quality. ### What are data brokers and what role do they play? Data brokers are companies that collect, combine, process, and then sell or share information about people and groups. Their main business involves getting huge amounts of information from many different places, such as public records, commercial websites, and mobile apps, and then organizing it into various groups for advertising and marketing purposes. They’re kind of like the middlemen of the process, connecting companies that have data with companies that want to buy it. Their role has historically been to help advertisers reach a wide scale — by buying data from a broker, an advertiser could access audience groups they couldn't collect directly. This was helpful for new businesses or those trying to expand into new markets without having a large customer base. Data brokers create the "third-party data" products that advertisers use, offering ready-made audience groups like "people planning to buy a new car," and ultimately saving advertisers time and effort. The role of data brokers going forward is facing a lot of review and potential changes though, since their practices have been criticized for not being clear about where their data comes from and whether they have user permissions. With more privacy rules like GDPR and CCPA, and the removal of third-party cookies, data brokers are being forced to change how they collect data to meet stricter privacy standards. Their future role will likely shift towards more privacy-friendly methods of sharing, or focusing on insights from consented, combined data sets, rather than tracking individual users across multiple websites. --- ### Pixels: Tracking Your Audience Across the Web (and Email) URL: https://www.taboola.com/marketing-hub/pixel/ Last Modified: 2025-06-22 07:51:48 There are all sorts of ways we are tracked online, from cookies to web beacons to fingerprinting and more. Marketers in particular are adept at tracking users' online behavior, and as nefarious as online tracking can seem, often it really is done with the best interest of the user in mind, with marketers striving to only serve content that will resonate with their audience — and ultimately, of course, make sales and other conversions. One of the most effective online tracking tools is also one of the least well-known among the average internet user: the pixel. Short for “picture element,” a pixel in image form is the smallest possible amount of light that can be shown on a screen, though the same term is also used for embedded bits of code that don’t display at all. Pixels embedded on websites or in opened emails can track all sorts of things about a user’s online activity. While that can be very useful for advertisers, it can also raise security and privacy concerns. ## Understanding Tracking Pixels ### What Are Common Names for Pixels? In digital marketing, pixels are commonly referred to by several names, all essentially describing the same small snippets of code used for tracking user activity and collecting data. They go by the term tracking pixel most often, but also by web beacon, marketing pixel, conversion pixel, pixel tag, and spy pixel. Whatever the name, a pixel's primary function is to track user behavior and gather data for analysis and targeted advertising. ### How Does a Pixel Collect Data About User Behavior? When a user visits a webpage that uses tracking pixels (or opens an email that does), the pixel's image request automatically triggers data collection about the person’s activity. This data, including IP address, browser type, device information, and actions on the page, is sent back to the marketer’s server, allowing them to track user behavior and personalize their experience. ## How Pixels Work ### How Is a Pixel Typically Implemented On a Website or In an Email? When a user visits a website or opens an email containing the pixel, their browser downloads the image, sending a request to the server where the pixel is hosted. This action triggers a data transmission back to the server, providing information about the user's interaction. On a website, tracking pixels are implemented by inserting a small piece of code, usually in the header or body of a webpage's HTML code. This code typically contains an external link to the server where the pixel image is stored. ### What Information Can a Pixel Track? Pixels can gather a wide range of information about a user's online activity, including their IP address, the device type they’re on, the browser they are using, and even the specific pages they visit, items they purchase, or other conversions, like a form submission. They can also track when an email is opened or a link is clicked within an email. ### How Is the Collected Data Transmitted to Advertising or Analytics Platforms? When a visitor lands on a webpage, a pixel’s code is executed by their browser. The code then gathers information about the visitor's actions and interactions on the site. This gathered data, such as page views, clicks, session duration, and so on, is then transmitted to the platform's server for processing and analysis. Pixels are closely related to the better-known tracking tool, the cookie. Pixels act as triggers, notifying a server or analytics platform when a user interacts with a website or email. When a pixel "fires," it instructs the user's browser to set or retrieve a cookie. This cookie then stores information about the user's behavior or preferences. This combination allows for more in-depth tracking and personalization. For example, a pixel can track a user's visit to a specific product page, and a cookie can remember that visit to later serve them a targeted ad based on that behavior for that product on another page, or even on another platform. ## Types of Pixels and Their Uses All pixels are used to collect data about a person’s online activity, but different types of pixels have specific uses. ### What Are Advertising Platform Pixels and What Are They Used For? Advertising platform pixels, such as a Facebook pixel or a Google Ads conversion tracking pixel, are used to track user behavior, interactions, and conversions, providing valuable data for advertisers and marketers. This data helps in enhancing targeting, measuring campaign performance, and building custom audiences. See how Taboola can maximize your affiliate marketing campaigns. ### What Are Analytics Platform Pixels and What Data Do They Track? An analytics platform pixel (like a Google Analytics tag) tracks a variety of metrics, including website visits, email opens, ad impressions, conversions, and user behavior. This data helps businesses understand user engagement, measure the effectiveness of digital initiatives, and personalize marketing strategies. ### What Are Email Tracking Pixels and What Information Do They Provide? Email tracking pixels, also commonly known as web beacons or, more ominously, spy pixels, are tiny, often invisible images embedded in emails. They track email opens and can provide detailed information about how recipients interact with the email, such as time of opening, location, device type, and even whether they clicked on links. ### What Are Third-Party Data Pixels? Third-party data pixels are snippets of code, often one-by-one transparent images, that are embedded within websites or emails to track user activity and send the collected data to a server controlled by a third party. These pixels gather information about user behavior, such as website visits, clicks, and interactions, which can be used for analytics and targeted advertising. ## Benefits of Using Pixels in Digital Advertising Knowledge is power, and when it comes to marketing, knowledge about customer behavior means targeted ads, better segmented audiences, and more conversions. ### How Do Pixels Enable Conversion Tracking? Conversion tracking pixels enable marketers to track user actions and conversions after they click on an ad or simply visit a website. These small pieces of code trigger a notification to a server when a user performs a desired action, like making a purchase or filling out a form. This allows marketers to measure the effectiveness of their ads (or the lack thereof) and helps them to better understand how users are behaving on their websites. Pixels can be vital for measuring the effectiveness of ad campaigns by tracking user actions and interactions within and across websites. They help advertisers understand which campaigns are driving conversions, leading to site visits, and more, and they allow for optimized targeting and the creation of audiences for future campaigns. ### How Are Pixels Used for Remarketing and Retargeting Audiences? By triggering the placement of cookies in a user's browser, pixels allow advertisers to recognize users even as they visit other sites or use other platforms. Marketers can therefore show users relevant ads as they browse, thanks to what they learned when the pixel was active. This allows for retargeting campaigns that re-engage users who previously interacted with a website, but didn't complete a desired action. ### How Can Pixels Contribute to Building Lookalike Audiences? Pixels contribute to building lookalike audiences by providing the source data used by advertising platforms to find new users sharing similar characteristics to existing ones. Basically, if one user spends time on X, Y, and Z websites and then goes off to A, B, and C and converts, another user who also seems to like X, Y, and Z may respond to ads for A, B, and C. ### How Do Pixels Facilitate Cross-Device Tracking? Tracking pixels facilitate cross-device tracking through a combination of techniques, but they do so primarily by collecting and analyzing data associated with a user across different devices. The data a pixel sends back carries information about the user and their device, such as an IP address, browser type, operating system, and unique identifiers like user IDs, if the user is logged in. With this information, marketers can tell when the same ID pops up in other places. If a user logs into a service (such as a social media platform or an email provider) on multiple devices, the tracking pixel can link these devices to the same user based on their login information. ## Privacy Considerations and Pixel Usage Considering one of the names for pixels involves the word “spy,” it’s no great shock that these digital tools raise some security, privacy, and ethics concerns. ### What Are the Privacy Implications of Using Tracking Pixels? Tracking pixels raise significant privacy concerns due to their ability to collect personal data without explicit consent, and the potential for misuse. They can collect browsing history, location, and device information, and can be used for cross-site tracking, profiling, and even exploitation by malicious actors. Regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Protection Act) have addressed these concerns, requiring explicit consent for tracking and offering users the right to opt out. Collection of this data can be troubling to some people on its own, but as it’s often shared or even sold to other parties, it can put users in a compromised position. ### How Do Regulations Like GDPR and CCPA Affect the Use of Pixels? The GDPR requires explicit, informed, and freely given consent before parties collect and process personal data via pixels. This means website visitors must actively agree to cookie and pixel tracking before any data is collected. Pre-checked boxes or implied consent are not sufficient. You have seen the implications of this act many times when you’ve clicked “Allow” or “OK” at the bottom of a freshly loaded site. The CCPA, on the other hand, does not require express prior consent, but it mandates that businesses implementing data collection provide consumers with a way to opt out of the "sale" or "sharing" of their personal information collected through pixels and cookies. This includes implementing a "Do Not Sell or Share My Personal Information" link, for example. ### What Are Best Practices for Obtaining User Consent for Pixel Tracking? Transparency is key! Marketers should use plain language to inform users about the use of pixels (and cookies), as well as about the type of data to be collected and how it may be used. The parties creating the ads must maintain a comprehensive and easily accessible privacy policy that clearly outlines your data collection and tracking practice, and you would be well-advised to use a consent banner or pop-up to inform users about cookie and tracking technologies at play. For people who wish to avoid being tracked, there are plenty of steps to take. Browser privacy features, e.g., have significantly impacted the functionality of tracking pixels by limiting their ability to collect and transmit user data. ## Key Takeaways You can’t see a pixel, but it can see you, and it will send the data it sees back to the marketers who placed it on a website or within an email. Pixels collect data such as a user’s IP address, the type of computer or smart device a person is using, their browser type, and about the actions they take on a site. This data is then stored by a digital cookie, which can be used to track the person across different sites and platforms. These tiny, invisible images provide data that helps businesses understand how users interact with online content and improve their marketing strategies. ## Frequently Asked Questions (FAQs) ### Are pixels visible to website visitors? Technically, yes, with a magnifying glass or microscope, but effectively, no. Pixels are tiny, nearly invisible images embedded in websites and emails that are used to track user behavior and activities. They are usually one-by-one in size and are often transparent, making them virtually undetectable to the human eye. ### Do all pixels track the same information? While pixels all function similarly, different pixels are designed to collect specific data and track different events. For example, a Facebook pixel might track website visits and conversions, while a Google Analytics pixel tracks website engagement and user behavior. ### How can I check if a pixel is installed correctly on a website? To see if your pixels are installed properly on a site, you can use tools like the Meta Pixel Helper Chrome extension, the Google Tag Manager, and other tools. ### How do tag management systems help manage pixels? Tag management systems like Google Tag Manager simplify the process of managing tracking pixels on websites and applications. These systems act as a central hub for all your tracking scripts, allowing you to add, modify, and remove pixels without directly editing your website's code. --- ### Automotive Marketing Trends 2026: Global Shifts Marketers Should Know Of URL: https://www.taboola.com/marketing-hub/automotive-marketing-trends/ Last Modified: 2026-03-08 13:51:23 Most shoppers aren’t entering car dealerships blind — today’s consumers are likely to have already done their research, seeing what’s available and what they’re likely to pay for various models and features. It’s safe to say that by the time most shoppers actually enter the dealership, they’re probably close to becoming a buyer. This research and preparation phase has become much easier as digital and physical automotive marketing tactics overlap. Automotive marketers can do a lot of work to influence car buyers from the start of their browsing journey through to driving a new car home. The automotive market is predicted to see modestly steady growth over the next decade, and marketers will need to work harder to attract and engage audiences as competition grows. ### What’s changed in our 2026 update: - New trends added. - All entries include updated and current information, advice, and stats. ## Trend 1: The Shift Toward Digital-First Car Buying Experiences Digital-first car buying experiences may have started with digital marketing, but they’ve grown exponentially with the availability of AR (augmented reality) and VR (virtual reality) options and sites like Carvana and CarGurus. Marketers should consider these areas as they’re building superior digital experiences — with a surplus of channels and sites, the primary goal for performance marketers has to be customer experience. ### A Good Experience Automotive shoppers have lots of options to buy a car today, and the experience has to be easy and seamless — no pressure and no bait-and-switch on costs, and digitally, multiple ways to explore and research vehicles. Marketers should consider all the tools at their disposal to create great automotive buying experiences, such as virtual showrooms, online configuration tools, and test-drive schedulers. Showing off products in high-def, 3D views, and connecting the customer to the brand, are important in 2025. Gathering and using data safely will also be key to building a positive, successful digital experience. ### All the Details Consumers can find a ton of detail when they’re starting their journey towards car shopping and even buying vehicles online. Providing specific information is essential from the marketing perspective, and may include: - Price comparisons. - Reviews and testimonials. - Looking for actual cars for sale. - Comparing models of an auto brand. - Looking up current car value. - Finding a local dealer. - Searching for fuel efficiency and safety rating data. Digital advertisers should keep these topics in mind as they’re generating leads and online sales for dealerships, and consider all their possible tools, including optimized websites, lead capture options, social and search ads, live chat, and retargeting. Specific automotive techniques like virtual showrooms or configuration tools can offer a way to engage a prospect, capture their contact info, and move them toward purchase. Here’s what else to know: - About 39% of car dealers now allow consumers to do every step of the auto buying process online. - 95% of car buyers search online before buying. - 14% of online car buyers surveyed didn’t test drive before buying. - 78% of American consumers who bought a car online found it a highly satisfying experience. ## Trend 2: Consumers Have Affordability on Their Minds In 2026, automotive marketers will have to get even more creative in reaching prospects and move quickly to reach audiences. According to Equifax, vehicle prices are still elevated, interest rates are high, and consumers are concerned about affordability. Because of those pressures, the average vehicle life has gotten longer, to over 12 years in the U.S. For marketers, it’s important to focus on intent signals from automotive browsers or shoppers to understand when a prospect is actually ready to buy. Consider messaging around affordability and accuracy so prospects don’t encounter sticker shock at the dealership or online point of purchase. Here’s what else to know: - The new vehicle market is projected to deliver 15.8 million units in 2026, down 2.4% from last year. - 68% of consumers are worried they will overpay for their next vehicle. - 72% of consumers expect tariffs to make vehicles less affordable. ## Trend 3: Personalization and Data-Driven Automotive Marketing Personalization and data-driven marketing can make a big impact on the success of automotive campaigns. Because car-buying still has such an essential in-person component, digital marketers should consider how to personalize the buyer’s journey to move them toward a dealership visit. ### Data-Driven Marketing Automotive marketers have to make sure their technology is up to speed so there’s a single source of truth. In a multi-channel marketplace like automotive, it’s important to capture and use up-to-date prospects and repeat customer data to avoid repetitive tactics and spamming users. Plus, it’s essential to move at speed to reach prospects when they’re ready to buy. Marketers should gather first-party data as much as possible through web, app, or dealership interactions and keep the CRM updated continually with any new details gathered. For automotive marketing, metrics should include industry-specific numbers, such as dealership visits. As with collecting consumer data in any industry, follow regulatory compliance by ensuring that users understand why you’re gathering data and give them options to opt out. Automotive CRM systems can also capture vehicle data, so make sure the same regulations are followed. ### Personalization With high-quality data and the possibilities of AI, automotive marketers can tailor messaging to prospects. These messages, timed correctly, can help bring a digital prospect into the dealership and close the sale. Personalization tactics might include: - Targeted ads. - Emails with tailored offers or promotions. - App notifications or texts. - Videos showing off vehicle features. - Web and landing page personalization. For automotive marketers in particular, demographic data, location information, lifestyle details, online behavior, car buying history, and purchase intent are all useful. These pieces of information can help inform whether a new prospect is looking for a sports car or a minivan, and whether new technology or storage space is a higher priority. Here’s what else to know about personalization and data-driven marketing: - 6 out of 10 car buyers are open to considering multiple vehicle options when they first start to shop. - Third-party sites are the most used for car shopping, by more than 80% of shoppers. - Buyers often make a decision on buying a car within 48 to 72 hours of initial dealer contact. ## Trend 4: The Growing Importance of Hybrid and Electric Vehicle (EV) Marketing Details are generally an essential part of automotive marketing, and even more so in the hybrid and electric vehicle segments, which have seen customers trying to get to grips with not only a huge technological change, but a series of ever-changing regulations and incentives. Those shopping for EVs and gas-electric hybrid vehicles need all the facts about mileage, charging, and more to have confidence in choosing the right make and model. There are also signs that electric vehicle sales may be slowing down, with hybrids continuing to grow. Marketers can promote the technology aspects of EVs as well as tailor messaging to sustainability and values-based buying. ### Hybrid/EV-Specific Information These vehicles are still new, so many potential buyers need education around them. Marketers should create content that demystifies EVs as much as possible, such as showing users how and where to charge the car, the tech and charging infrastructure roadmap, how the battery works and what it requires, how far a charge lasts, the cost of the car (and potential cost savings on gas), and other specifics. This should continue through and after the sale, such as providing training, customer support, maintenance reminders, and more. ### Unique Messaging The typical messaging for gas-powered vehicles doesn’t necessarily align with EV shoppers. Digital marketers should take into consideration the distinct benefits that EVs bring, namely sustainability. They should also focus on brand building, as many EV makers are new to the market and not household names. For established or legacy automotive brands, their electric vehicle options also might not be well known. The overall value prop for EVs is more holistic than with traditional vehicles, and buyers are often willing to pay more for the vehicle in exchange for values alignment. Still, marketers should focus on simple, benefits-led messaging, highlighting the broader value — e.g., fuel cost savings over time — and any unique features to the particular EV auto brand. Hybrid vehicles offer drivers a mix of both gas and electric, and their prices may be more appealing when affordability is top of mind. Here’s what else to know about hybrid and EV trends: - At the end of 2024, hybrids made up about 60% of all electrified vehicle sales in the U.S. - 47% of EV shoppers want to pay less than $40,000, but in 2024 there were just four models sold at that price. - The average EV transaction price was $61,702 in 2023, about $15,000 more than traditional vehicles. - Hybrid vehicle registrations were almost 14% in the first quarter of 2025, while electric vehicle registrations were at 8% in the U.S. ## Trend 5: Leveraging Video and Immersive Experiences in Automotive Marketing An automotive buyer is probably doing a lot of research online ahead of actually visiting a dealership. There’s a lot of opportunity for marketers to provide new, unique, and engaging online experiences to these shoppers, particularly as cars themselves become more sophisticated technologically. ### Video Running digital marketing campaigns for automotive in 2026 requires high-quality, likely short-form video that can connect with prospects and speed up the buying cycle. Marketers can consider how to incorporate interesting, dynamic perspectives and vehicle demos that show off compelling features and innovations. Testing various channels like YouTube, Instagram, and TikTok can help marketers find which type of content resonates with customers, and deliver different levels of information and experience at different points of the customer journey. Motion ads — featuring eye-catching graphics that move for up to 15 seconds at a time — can also be effective. Renault Australia, for example, used a mix of image and motion ads to lower their CPA by 51%, and their CPC by 16%. ### Interactive Experiences Automotive marketing has proved to be a great testing ground for virtual reality and augmented reality technology use. With prospects doing so much online research before visiting a dealership or purchasing otherwise, VR and AR can fill in a lot of the gaps of the driving experience. VR can help customers explore showrooms and simulate the driving experience in a variety of conditions. AR allows a prospective customer to envision various finishes and design options with a virtual car, as an example. Here’s what else to know: - More than 70% of car shoppers used at least two devices during their research process, according to Statista. - More than 60% of automotive shoppers visited a dealership or dealer website after watching a video about a particular vehicle. - The automotive AR and VR market is projected to reach $5.6 billion this year, a CAGR of 26% from 2021. ## Trend 6: The Strategic Use of Social Media and Influencer Marketing in Automotive Both social media and influencer marketing can drive digital marketing success. Choosing which specific platforms and influencers will depend on the automotive brand and its audiences, and creative teams should test and learn to see what engages prospects and drives them towards a conversion. Social media engagement is a good indicator of interest for marketers, while influencer marketing can be measured in engagement, click-through rate, and referrals. Automotive marketers should also pay attention to car-specific review platforms like Edmunds and Kelley Blue Book, along with Google Reviews and Yelp for dealership reviews. ### Social Media Automotive digital marketing will probably use a mix of Facebook, Instagram, and TikTok, fluctuating depending on which performs best for a particular brand and prospects. Specific targeting is very useful across social media and other digital platforms for automotive advertising, and offers lots of room for creativity and constant testing to avoid user fatigue. Targeting options usually include demographic information, such as age, type of location (urban, suburban, or rural), income, online behaviors, values and motivations around car buying, and more. Carrying out A/B testing according to demographic information can help marketers understand which format types to use with which audience segment, plus other details like copy and imagery. More tailored sites like Pinterest or LinkedIn might also be a good fit, depending on the audience and marketing goals. In addition to posting fresh content on social media platforms, a digital marketing team will have to monitor those sites to find opportunities to engage with users further, such as in comments, replies, or reshares. ### Influencer Marketing Brands with devoted fans can use influencer marketing to their advantage by choosing passionate, authentic influencers who are deeply familiar with the brand. EV brands might focus a large part of their marketing strategy on influencer marketing, particularly if there are notable public figures or celebrities passionate about EV tech and innovation. In general, influencers can be useful for automotive brands to generate excitement, offer real-life, detailed reviews, and create trust. Here’s what else to know: - More than 38% of car buyers turned to social media and influencers before purchasing. - 1.37 million influencer posts mentioned the auto industry in just one quarter of 2023, with Instagram claiming 90% of those posts. - 46% of consumers consider car influencers to be a trustworthy source of information. - Influencer-driven campaigns can increase sales leads for automotive by up to 15%. ## Key Takeaways Automotive marketing in 2026 offers a lot of opportunity, despite economic challenges and the need for speed. Digital marketers have to put the customer experience first to make sure it’s both smooth and protects the brand, while offering relevant details, looking for intent signals, generating leads and moving the buyer journey along. ## Frequently Asked Questions (FAQs) ### What are the most effective digital advertising channels for automotive in 2026? Digital marketers and advertisers have a lot of options for automotive in 2026. A compelling mix of display, vertical, and native advertising will continue to yield results, and social media platforms like Facebook and Instagram will remain essential, as will YouTube. AI-powered analytics can help marketers use time and resources wisely by finding and targeting high-intent users and meeting prospects where they are in their journey toward buying a car. ### How can automotive brands build loyalty in the digital age? Automotive brands have more channels and options than ever before to build customer loyalty through personalization and expanded channels like social media. Building loyalty can be incredibly effective and lucrative in the automotive industry, where buyers often gravitate toward a particular brand as a reflection of their own values, and recommend the brand to others. Loyalty programs using data-driven targeting can start as soon as the car purchase is complete, making sure to continue connecting with the buyer through dealership service offers and other social and digital campaign nurture tactics. While the buying cycle may be complete with a first purchase or lease, marketers can essentially restart the consideration part of the funnel for the audience segment that has already purchased from the brand. ### What are some successful examples of automotive digital marketing campaigns? Both established and upstart automotive marketers can be successful online, going beyond traditional TV ads and billboards. Chevrolet worked to combat declining brand health and reach younger audiences in 2015 with its Best Day Ever campaign, which used a unifying social media hashtag — #bestdayever — along with celebrity performances, surprise acts of kindness, and other events across video, live streams, social platforms, and more. Chevy saw great results: 75% of the campaign’s engagement was with people younger than 35, and 80% of campaign activity was on mobile devices. ### How is technology (e.g., AI, connected cars) impacting automotive marketing? New and emerging technology is having an impact on automotive marketing as digital options abound to target and convert prospective buyers. AI, for example, enables more data-driven and hyper-personalized marketing tactics, so marketers can create better, more seamless buyer journeys. ### What are the key metrics for measuring success in automotive digital marketing? Automotive marketing includes some industry-specific metrics, such as cost per qualified website visit, cost per online car configurator, or whether a prospect has visited a dealership and how often. The baseline key metrics for measuring automotive digital marketing success are generally the same as in other areas of digital marketing. They include cost per lead (CPL), customer acquisition cost (CAC), and conversion rates, along with softer metrics like social engagement and video views. Automotive marketers will also track brand metrics, such as sentiment and brand recall. --- ### Software-as-a-Service (SaaS): How It Is Transforming Digital Marketing URL: https://www.taboola.com/marketing-hub/software-as-a-service/ Last Modified: 2025-07-29 09:51:36 When it comes to digital marketing and advertising, having the right tools for the job will give your business a significant advantage. But, software isn’t always affordable or accessible, especially when you’re starting a business or need a solution for a rapidly expanding advertising team. Software-as-a-service not only offers the tools and capabilities that can improve the effectiveness of your marketing, but it does so while being more friendly to your budget and personnel. ## Understanding Software-as-a-Service Software-as-a-service, or SaaS, is a cloud-based delivery model that gives you access to software without having to install and manage software on your computer. SaaS is highly versatile, convenient, and rapidly growing in popularity. Chances are you’re already using SaaS in many ways, even if you’re not aware of it: Netflix, Slack, Dropbox, Zoom and Realize are all examples of highly popular SaaS products. ### How Does the SaaS Model Differ From Traditional Software Licensing? With traditional software licensing, when you buy a product, you need to download and install it on your computer. With the SaaS model, you buy a subscription to access software online. There’s no need to download it to your computer, so you can usually easily access the software from multiple computers. ### What Are the Key Characteristics of SaaS? The SaaS model is subscription-based, meaning you’ll need to periodically pay to retain access to the software. Subscriptions are often available monthly, though you can often save money by purchasing annual or longer subscriptions. Tiered subscription plans are also common, where you can pay more for a higher-tier plan to access more features or storage capabilities. SaaS is also cloud-based. There is no physical download to manage, and you’ll access the software using an internet browser. Since you don’t have to download and install the software, you can often easily and quickly start using SaaS. ### What Are the Benefits of SaaS for Businesses and Users? SaaS offers many benefits for businesses and users. Since it’s subscription-based, you may be able to save money by only subscribing during the times when you need the software, rather than having to make a large, expensive purchase to perpetually own software that you won’t use all that often. The subscription model is advantageous to businesses because the software is scalable. Say you have a small marketing team at the moment: You can buy a SaaS subscription for one or two seats then, as your business grows over the years, you can purchase additional seat subscriptions as you need them. SaaS also tends to be easy to use. Features like automatic updates mean you don’t have to worry about maintaining or updating the software yourself. ## SaaS in the Context of Digital Advertising: Benefit For Performance Marketers The right tools can make all the difference for digital advertisers, streamlining processes, enhancing the quality of their work, and providing more accurate and powerful analytics and reporting. SaaS platforms are highly appealing because they offer many benefits to digital advertisers, solving some common challenges like the expense and scalability limitations that often come with traditional software. ### What Types of SaaS Tools Are Commonly Used by Digital Advertisers? Many digital advertisers use SaaS tools to create and manage digital ads. These tools can help advertisers research and target their audiences, create graphics and copy, optimize campaigns, and analyze campaign results. Some common SaaS digital advertising tools include Canva, Adobe Creative Cloud, Facebook Ads Manager, Google Ads, and Realize. ### How Does SaaS Provide Cost Savings Compared to Traditional Software? SaaS platforms are much more affordable than traditional software. Since you can buy SaaS subscriptions for periods as short as a month, you can save significantly compared to the cost of purchasing traditional software outright. Many SaaS platforms even offer free plan tiers that you can use to get started and try out the platform, while upgrading to more expensive tiers will give you access to additional features. The pay-as-you-go model offers excellent flexibility and cost savings. You can add on and remove subscriptions for team members as your team size fluctuates, so you’re never overpaying for software that you don’t need. ### How Does SaaS Advertising Tools Provide Efficient Campaign Management? SaaS platforms are powerful campaign-management tools that can streamline your processes. These platforms function as a central place to store and analyze campaign data, improving efficiency and organization. You can use them to store lead data, for example, then segment the data, A/B test campaign components and messaging, and leverage these analytics to optimize your campaigns. ### How Do Automatic Updates and Maintenance Benefit Advertisers? The automation features available from SaaS tools can also enhance campaign management and save time. These tools are capable of automating repetitive tasks including lead generation, creating landing pages and forms, sending out email sequences to nurture leads, and onboarding new users. By automating time-consuming tasks, your team can focus on the tasks that require a personal touch. Since the platform developer is responsible for the updates and maintenance, your IT department can focus on other needs. When you’re using a platform that is well-maintained, you’ll have the assurance of knowing that its security features and functionality are always monitored and updated, meaning the platform is likely to experience minimal downtime and to offer strong data protection. ### How Does It Offer Scalability to Handle Growing Advertising Needs? Since SaaS platforms are subscription-based, you can quickly scale them as your advertising team grows, and getting new team members started on the platforms is quick and easy. These platforms are also scalable in terms of their features and functionality: Many offer the ability to upgrade your subscription if you want more storage, and some offer advanced features available with higher-tier plans. A smaller business might not need those features initially, but the option to upgrade a subscription makes SaaS platforms highly scalable, so they can be long-lasting solutions for digital advertisers. ### How Does It Facilitate Collaboration and Accessibility for Advertising Teams? Since your team members can access SaaS on their own computers without having to worry about downloading and installing software, SaaS platforms are highly accessible. The ability to purchase subscriptions, rather than buying software outright, makes these platforms accessible even to smaller advertising teams working for startups. SaaS platforms are cloud-based, and most allow for real-time collaboration between your advertising teams. Features like the ability to edit documents in the cloud, make comments, and chat with team members in real time further promote collaboration. And, since the platforms can host documents in the cloud, your team members will always be working on the most recent document. ## Key Considerations for SaaS Adoption in Advertising Many SaaS platforms are well suited for adoption in advertising, but it’s always important to choose a platform that’s right for your team’s specific needs. SaaS platforms share several benefits, but by selectively choosing a platform with the capabilities that are most valuable to your team, you’ll enjoy the full benefits of SaaS in advertising. ### What Factors Should Advertisers Consider When Choosing a SaaS Platform? - Features: Start by making a list of the features and capabilities that are most important to your team. Consider factors like design and content creation tools, collaboration and commenting features, integrations with the platforms you’re already using, and available analytics and reporting features. - Ease of use: Consider the platform’s ease of use, too. The member of your team with the least technology experience should be able to easily learn to use the platform. Find out the type of customer support available, and think about whether the support is available during the hours when your team will be working. - Scalability: Make sure that the platform can scale as your business grows, and consider whether subscriptions for more users will reach a point where they’re cost-prohibitive. - Security: Data security is paramount when choosing a SaaS platform. Look for a platform with comprehensive security measures, and verify that the security measures are frequently updated and adhere to regulatory standards. ### What Are the Implications of Data Security and Privacy When Using SaaS? When you use SaaS, your data is stored in the cloud. This means you’ll have less control over your data than you would if it were stored on your company’s servers, so the risk of data breaches and cyber threats is heightened. When you collect data, you must meet applicable regulatory standards, like GDPR, the European standard protecting personal data, and CCPA, which protects business and individual privacy in California. Any SaaS that you use for advertising needs to also adhere to these regulations when you’re going to be uploading or collecting lead data. To prioritize data security and privacy, look for SaaS platforms that openly discuss their security and privacy measures. Seek out platforms that actively monitor and log their security operations, and that continuously work to improve and update their security measures. ## Challenges and Trends in SaaS for Advertising The use of SaaS in advertising is rapidly expanding and evolving, and its proliferation brings exciting potential to the industry. As SaaS becomes a go-to for advertisers, several challenges and trends are emerging. ### What Are Some Potential Challenges Associated With Using Multiple SaaS Platforms? While SaaS platforms offer many benefits to advertising teams, using multiple platforms can also pose several challenges. Platforms don’t always integrate fully with each other, and some features may be redundant across multiple platforms, so your team might not get the best value out of them. You’ll also need to consider the practicality of using several different platforms. Your team will need to learn to use the different platforms, and switching back and forth can cause confusion. Keeping multiple platforms open all day long can get tedious for team members, and you’ll lose some of the streamlined, time-saving advantages that you would enjoy when using a single platform. ### How Is the SaaS Landscape for Advertising Evolving? SaaS has already had a tremendous impact on the advertising industry, and we’ll only see its use and influence increase over the coming years. Today, SaaS platforms are viewed as essential for advertising teams, and their increased versatility makes them practical choices for small startups as well as for large corporations. SaaS platforms have impacted everything from data analytics to precise audience targeting, and the continuous development of new technology means these tools are more powerful now than ever. The platforms are keeping pace with new trends in advertising, including artificial intelligence (AI) integration, and we’ll likely see them continue to shape and support advertising efforts in the coming decade. ### What Are Some Emerging Trends in SaaS for Marketing and Advertising? As smaller teams and startups with limited budgets and resources have discovered the value of SaaS platforms, the platforms are evolving to meet their needs. For example, platforms like Jotform are increasingly offering no-code or low-code tools that allow smaller teams without coding experts on staff to create their own forms and websites. The use of AI is also a major trend that should continue to evolve as the technology advances. SaaS platforms feature AI tools that can provide detailed analytics, generate content, streamline workflows, engage with leads, automate follow-up processes, and more. ## Key Takeaways SaaS not only offers many benefits to digital advertising teams, but it’s transforming the way the teams work. These platforms can streamline workflows while helping teams to enhance the quality and accuracy of their work. Most importantly, these platforms are affordable and accessible to any digital advertising team, empowering teams to maximize their advertising capabilities and effectiveness. ## Frequently Asked Questions (FAQs) ### What are some popular SaaS platforms for digital advertising? There are many popular SaaS platforms for digital advertising, including Buffer, Canva, Adobe, Hootsuite, and Realize. ### How do I ensure the security of my data when using SaaS? To ensure your data is secure, look for a SaaS platform that clearly explains its privacy and security features. Make sure the platform’s security is regularly updated, too, and that it complies with any applicable data privacy regulations. ### What should I look for in a SaaS agreement? Thoroughly read any agreement before signing up for a SaaS platform. Look for information about the pricing, renewal, and termination clauses. Carefully review details about how the platform protects your data, including whether it is compliant with GDPR or CCPA regulations. Verify that you retain ownership of any data and intellectual material that you upload. ### How does the pricing of SaaS typically work? SaaS pricing is typically subscription-based. You’ll usually have an option to subscribe monthly, but can often save if you choose an annual or longer subscription. Some SaaS subscriptions also offer a brief free trial. --- ### Customer Retention Rate: What It Is, How To Maximize It URL: https://www.taboola.com/marketing-hub/retention-rate/ Last Modified: 2026-06-22 08:37:51 Effectively attracting customers to your business is essential in driving sales, but customer retention is equally important. By providing your customers with an excellent experience and top-quality products and services, you can increase retention, meaning your business will receive greater value from those customers over time. To drive profits and maximize your business’ success, it’s essential to understand customer retention, why it matters, and how to maximize it. ## Understanding Customer Retention Rate Your customer retention rate is the percentage of customers who continue paying for your business’ products or services over a specific period of time. For example, if you started the year with 1,000 subscribers and had 900 subscribers by the end of the year, your customer retention rate would be 90%. Customer retention rate is a key metric for many businesses, often used by those with recurring customers, such as those that sell subscription products or services, or businesses that repeatedly sell products to the same customers. A cleaning business offering weekly commercial cleaning services would find value in understanding the customer retention rate, and the same is true of a business like a big box retailer, where customers might shop weekly or monthly. Customer retention rates are particularly important to digital advertisers, since retaining existing customers is more cost-effective than continuously marketing to and attracting new customers. With high retention rates, digital marketers can use their advertising budgets wisely and get more value out of the customers they attract. ### How Does Retention Rate Relate to Customer Loyalty and Lifetime Value? Customer retention rate is closely linked to customer loyalty and lifetime value. A high customer retention rate suggests that your business also has a high customer loyalty rate, which refers to the number of customers who continue to support your business. It also indicates that many of the same customers are likely repeatedly buying from your business. Your customer lifetime value refers to the total value a customer will bring to your business, based on the average purchase value, the number of purchases per year, and the average customer lifespan. If you have a high customer retention rate, then more of your customers are buying from your business for a longer period of time. That drives up your customer lifetime value, meaning you’re making more money off of each customer during their relationship with your business. ### What Is the Formula for Calculating Customer Retention Rate? You can calculate your customer retention rate using a simple formula: ((CE - CN) / CS) x 100 - To start, determine the time period that you’re measuring, such as a month or a year. - Determine CE (Customers, Existing), which is the number of customers your business had at the end of that time period. - Determine CN (Customers, New), which is the number of new customers you acquired during the period. - Determine CS (Customers, Start), which is the number of customers your business had when the period began. - Plug those numbers into the formula and you can easily calculate your customer retention rate. Let’s say, for example, that you had 120 customers at the start of a six-month period, and 100 at the end, and that you acquired 25 new customers in the same period: 100 - 25 = 75 75 ÷ 120 = 0.625 0.625 x 100 = 62.5 So you have a customer retention rate of 62.5%. ### What Is Generally Considered a Good Customer Retention Rate? While there isn't a single "good" retention rate across all industries, sources(1, 2) suggest that an average customer retention rate is around 75-75.5%. However, a good retention rate can typically range from 35% to 84%, with the ideal figure depending on the industry. ### Good Retention Rates by Industry in 2025 - Automotive (Automotive & Transportation): A good retention rate for the automotive and transportation industry is around 76-83%. Factors like regular maintenance, service plans, and warranties contribute to higher retention. - Finance (Financial Services & Banking): Financial Services: Generally, a good retention rate for financial services is around 74-78%. - Banking: The banking sector tends to have a high retention rate, around 75%, due to long-term customer relationships and the effort involved in switching banks. - Health Services (Healthcare): A good retention rate in the healthcare industry is typically around 77%. - Home Services: While specific "home services" retention rates are not as broadly categorized, related industries offer insights: HVAC Services: Around 66%. - Construction & Engineering: Around 79-80%. - Generally, factors like online booking and excellent customer service are crucial for retention in home services. - Technology: IT Services: A strong retention rate in IT services is around 81-83%, often due to the continuous support needed. - Software (including B2B SaaS): The average for software is around 77%. For SaaS specifically, an average is closer to 68-74%, but a "good" rate is generally 70% or higher, with top performers reaching above 85%. - Travel (Hospitality, Travel, & Restaurants): This sector tends to have some of the lowest retention rates, around 55%. This is often attributed to price sensitivity and commoditized products. - Retail / Shopping / E-commerce: Retail (general): A typical retention rate for retail is around 63-67%. - eComm: The e-commerce industry generally faces significant challenges in customer retention, with average rates around 28-38%. A rate below 25% indicates a problem, while rates above 40% are considered excellent in e-commerce. ## Factors Influencing Retention Rate Many factors, from customer service to personalized engagement, influence your retention rate. Understanding and focusing on these factors can position your business for optimal customer retention. ### What Role Does Customer Satisfaction Play in Retention? Customer satisfaction is closely linked to retention. When your customers are satisfied, they’re more likely to make repeat purchases and remain loyal to your business, increasing retention. Satisfied customers may also refer their friends and family to your business, and word-of-mouth marketing can be valuable in attracting new customers who are well-aligned with your business. Your customer service and support can closely impact customer satisfaction, meaning they also relate to customer retention. Providing top-quality, highly responsive customer service can build trust in your business and ensure that customers have positive experiences. Prioritizing customer service and support, such as ensuring prompt responses and giving customers a way to easily reach a human, can ultimately impact your retention rate. ### How Does the Quality of Products or Services Impact Retention? When your business offers quality products or services, customers are more likely to want to buy from you again, which can boost retention. You can also demonstrate your commitment to offering quality services and products by asking for customer feedback about what you can do better. When you gather and then implement feedback to make improvements, you’re showing your dedication to customer satisfaction while also offering even better products and services. These strategies can also help build a strong brand and community. If your customers feel like valued members of your community, they may feel more loyal to your business, prompting them to make repeat purchases. ### How Can Personalization and Engagement Strategies Influence Retention? Personalization and engagement strategies can have a tremendous influence on customer retention rates. In today’s advertising world, where consumers are overwhelmed with messaging, personalized engagements stand out and are more likely to make a positive impression. Personalization goes beyond just incorporating a customer’s first name into emails and messaging, though: Segmenting your messaging so your customers receive highly relevant content, offering personalized loyalty programs tailored to customers’ individual preferences, and responding to inquiries with an email or message crafted specifically for the customer all contribute to a customer’s connection with your brand, which can positively impact your retention rates. ## Measuring and Analyzing Retention Rate As noted above, the formula to calculate your customer retention rate is ((CE - CN) / CS) x 100, but the process of measuring and analyzing your retention rate is more involved. It’s worth developing a process to track, measure, and analyze your retention rate, though, since this can provide you with valuable information about your business’ performance and how well you’re connecting with customers. ### How Do You Track and Measure Customer Retention Rate Effectively? To effectively track and measure your customer retention rate, measure your rates across specific and comparable time periods. For example, you might want to measure your rate across each quarter or year. Keep these periods consistent to accurately compare your retention rates. You also need detailed, accurate data to effectively measure customer retention. If you don’t have precise numbers, your calculations won’t be accurate. Tools and platforms that can accurately track your customers across time are essential in measuring your customer retention rate. ### What Tools and Analytics Platforms Can Help Monitor Retention? Customer analytics platforms can help you track essential data and monitor customer retention. These tools include customer success platforms, subscription and renewal management tools, product analytics tools, and customer communication platforms. When choosing the right tools and analytics platforms for your business, look for tools that can capture the exact type of data you need. Make a list of your key requirements and consider whether the tool can grow with your business. ### How Can You Segment Your Customer Base to Analyze Retention Patterns? By segmenting your customer base, you can better understand their preferences and behaviors contributing to retention. You can also examine the factors contributing to customer churn, i.e., the rate at which customers stop using your products or services over a certain period of time. Common reasons for customer churn include poor customer service, competition, a lack of engagement with your current customers, and even pricing problems that prompt customers to look to your competitors. When you segment your base and are able to identify these issues, you can take steps to fix them. To segment your base, you can sort customers based on factors like engagement levels, lifetime value, and behavioral patterns. Look for trends in your retention data among each segment, and determine which segments are more loyal to your business. You can also look for segments that are likely to churn so you can implement strategies to prevent it, like sending the segment special offers or targeted marketing campaigns. ## Strategies to Improve Retention Rate Once you know your retention rate, continuously work to improve it. Improving your customer retention can help boost sales and maximize the value you get from each customer. ### What Are Some Effective Strategies for Onboarding New Customers and Improving Initial Retention? To improve initial customer retention, personalize your onboarding experience. For example, if you’ve gathered data about new customers during your marketing and have segmented your leads, you can provide them with specific onboarding paths based on their background, product or service interests, and their previous interactions with your company. Don’t overlook the importance of a truly personal touch, too: A call from your customer service team checking in on a customer’s experience with your product or service after their purchase demonstrates your dedication to their satisfaction, and will make your company stand out. You can also use that call to gather customer feedback. By acting on that feedback and ensuring a positive customer experience, you can improve retention. ### How Can You Proactively Engage With Customers to Prevent Churn? By segmenting your customers, you can identify those who are at risk of churn, such as those who haven’t made a second purchase within a certain period of time, or those who left negative reviews of your business. Consider having your customer service team reach out to these customers personally. Loyalty programs and rewards can also proactively boost customer retention. For these programs to be effective, they need to offer real value to your customers, such as a steep discount or the option to apply rewards to the specific product or service each customer wants. Offering these programs early on in the customer’s journey can incentivize them to make future purchases and help prevent churn. ## The Relationship Between Acquisition and Retention While acquiring new customers is key to growing and expanding a business, customer retention is closely related and is also a top priority. Some customer churn is inevitable, so acquisition is necessary to maintain and grow your customer base. Maximizing your customer retention, meanwhile, can increase the lifetime value of your customers, so your customer acquisition efforts lead to greater profits. ### Why Is It Often More Cost-Effective To Retain Existing Customers Than To Acquire New Ones? Acquiring new customers takes time and can require significant financial investments, but retaining existing customers can be simpler and requires less resources. According to the Harvard Business Review, in fact, acquiring a new customer can cost 5-25x more than the cost of retaining an existing customer. ### How Does a Focus on Retention Impact Your Overall Marketing ROI? The same Harvard Business Review report points out that increasing your customer retention rates by just 5% can increase profits by 25% to 95%, highlighting the significant impact that retention can have on your overall marketing ROI. After investing in acquiring customers, working to prevent customer churn can increase the value your business receives from each customer, boosting your ROI and your profits. ### How Can Acquisition and Retention Strategies Work Together Effectively? A successful business needs to focus on building effective acquisition and retention strategies, since the strategies are closely paired. If you’re building a brand-new business, then you’ll need to initially focus more heavily on acquisition, but as you establish a customer base, you might shift more toward retention efforts. Think of your retention strategies as helping to preserve the value of the customers that your acquisition strategies have generated. There’s no universal approach that works for every business, and you may find that the balance shifts depending on the phases your business goes through. With time, though, you’ll find the ideal balance between acquisition and retention strategies to help your business thrive. ## Key Takeaways Your customer retention rate provides you with valuable information about how your business is performing and the experience that customers are having. Working to improve your customer retention can pay off with higher profits and greater customer lifetime values, maximizing the value you see from your acquisition efforts. Strategies like personalizing the customer journey, providing quality customer service, and offering a great product or service can all boost retention and help build your profits. ## Frequently Asked Questions (FAQs) ### What is the difference between retention rate and churn rate? Your customer retention rate refers to the percentage of customers who continue buying your products or services across a designated period of time. The churn rate refers to the percentage of customers your business loses over a period of time. ### How often should you calculate your retention rate? Ideally, you should calculate your retention rate monthly or quarterly. By frequently calculating your retention rate, you can promptly spot any fluctuations in the rate and can then identify potential causes. ### Is a high retention rate always a sign of success? A high retention rate suggests that customers are pleased with and loyal to your business, but that’s not the only indicator of success. If your business isn’t effectively attracting new customers, it will be difficult to grow it and increase profits, even if your customer retention rate is high. ### How can you use retention rate to forecast future revenue? If you know your customer lifetime value, multiply it by the number of retained customers to estimate the revenue you will receive from those customers. --- ### User Experience: UX and Its Impact Explained URL: https://www.taboola.com/marketing-hub/user-experience/ Last Modified: 2026-06-22 08:33:45 If you’ve ever tried to wade through a website that was overwhelmed with dense text, opened an app that you just couldn’t figure out how to use, or failed to complete a checkout because the website wasn’t optimized for your smartphone, you’ve experienced the effects of a poor user experience. User experience has a tremendous impact on everything from customer loyalty to your conversions, and it’s a key consideration in your marketing and sales strategy. Understanding how to improve the user experience can help your business provide prospects with experiences that are memorable for the right reasons, increasing the chances that they’ll become loyal customers. ## Understanding User Experience User experience, or UX, refers to the quality of a person’s interaction with a product, service, or resource. If the user’s interaction is a positive one, and they’re able to easily use the resource or product and are satisfied, then the user experience is positive, or good. A bad user experience can negatively impact a customer’s impression of a business, product, or service, and it could cost your business a sale or a lead. ### What Are the Key Principles of Good UX? Several key principles contribute to good UX: - User focus: A product or website needs to be designed with the end user in mind. Research that person’s needs and goals, and then test your product to identify and resolve issues that frustrate those users. - Usability: A product needs to be easily usable, meaning a user should be able to accurately and effectively engage and complete actions with the product with minimal difficulty. - Visual hierarchy: When designing products like a website, visual hierarchy refers to the design elements that lead a user through the page. Features like color, contrast, and scale can help a user easily navigate and interact with your website. - Consistency: Consistency is important to UX. Focus on creating design elements that feel familiar to users for a more welcoming, comfortable experience. Users who are already familiar with elements of your product will be able to learn and use it more quickly. - Accessibility: A product needs to be accessible to as many users as possible. It should be designed to accommodate the needs of individuals with disabilities, as well as for those without. - Context: Context refers to how your product will be used and any factors that might affect its use. For example, when designing a website, you’ll need to consider the different devices that users might choose to access the website. In this case, ensuring the website is optimized for mobile devices is paramount to the end-user experience. ### How Does UX Impact User Satisfaction and Business Outcomes? When a business creates a good UX, it can improve user satisfaction. Being able to easily and successfully navigate a website, access the information needed, and seamlessly make a purchase leaves a user with a positive impression of the business, increasing the chances that they will return again to make another purchase. In contrast, poor UX can negatively impact user satisfaction. If a user can’t find the information they need on a website or encounters numerous glitches while trying to check out, their satisfaction drops. They may not complete the purchase at all, and if they do complete the purchase, they may not return to make another purchase because of their frustration with their initial experience. ## Key Elements of User Experience Design Many factors contribute to successful user experience design. It’s important to consider how everything from information architecture to visual design contribute to the overall user experience. These elements all need to work together for an optimal UX. ### What Is Information Architecture and Its Role in UX? Information architecture is the process of organizing information in a logical way so that it’s easy to read and digest. Information architecture involves the content organization, or structure, as well as the process of labeling content with clear classifications. For example, when designing a website, information needs to be presented clearly so that readers can find the information they’re looking for without having to read through the entire site. Content that’s presented illogically can quickly frustrate and confuse website visitors, prompting them to leave the website without finding what they were looking for. ### What Is Interaction Design (IxD)? Interaction design is the process that makes websites and apps into products that users can interact with. Rather than giving a user an app full of text that they can read through, interaction design creates a dialogue between the user and the app. For example, a menu would allow the user to navigate through different sections of the app, and an artificial intelligence (AI) chat function could help the user find the information they want. Interaction design is closely linked to UX. If the interaction design of a product like a website or app is poor, the product’s usability is limited and can be frustrating for a user. A product with quality interaction design provides a more engaging experience, which is easier for users to navigate. ### What Is Visual Design and Its Impact on UX? Visual design, which encompasses a product’s color, layout, whitespace, font, images, and more, is about more than a product’s visual appeal: Done strategically, the visual design of a product like a website can enhance the user experience, since it can improve a website’s readability and usability. This, in turn, can impact a user’s emotional experience while using the site, while helping guide the user for an interaction that’s logical and easy. ### What Is Usability Testing and Why Is It Crucial? Usability testing is the process of evaluating how usable a product is. By observing users as they navigate a product like a website, this testing process can help you identify issues that need to be fixed, and it can tell you how well the site meets users’ needs and expectations. Testing your website before you fully launch it can help ensure you’re delivering an optimal UX experience, so you don’t risk unknowingly losing potential customers to a poor experience. ### How Does Content Strategy Contribute to a Positive UX? Your content strategy, encompassing planning, creating, and managing your content, can directly affect the UX of a product. By strategically planning and developing your content, you can ensure that you’re providing content that meets your users’ needs. For example, if you’re marketing insurance products, developing comprehensive, well-organized, and easy-to-read content around relevant insurance topics can help your users get answers to their questions so they’re better prepared to make a purchase. Quality content helps users to feel supported and understood, contributing to a positive UX. ## UX in Digital Advertising UX is essential in digital advertising, and it can contribute to the success or failure of advertising campaigns and businesses. In digital advertising, UX refers to a user’s interaction with digital products like websites, apps, digital ads, social media, and more. ### How Does UX Apply to Landing pages and Ad Experiences? Ad designers need to consider UX during the entire ad design process. An ad with poor UX may be confusing or difficult to read, or its messaging might not apply to the target audience. All of those factors mean that viewers are unlikely to click on or engage with the ad. But, done well, an ad that’s logical, clear, engaging, and designed with the target audience in mind can increase viewer interactions. Well-designed ads are more likely to bring users to a landing page, but UX is equally important to the landing page’s performance. A landing page needs to clearly prompt users to take a desired action, like subscribing to a newsletter, and it needs to make the case for why they should take that action. The landing page must be visually appealing, logically organized, easy to read, and easy to use. If it’s lacking these qualities, site visitors will have difficulty or won’t sign up for the newsletter, and you’ll lose out on leads. All in all, the landing page UX experience can significantly impact the success of your marketing. ### How Can Poor UX on a Landing Page Negatively Impact Ad Performance? Poor UX on a landing page can cost you leads that your ad generated. If the landing page is confusing or if there are usability issues with a submission or signup form, you won’t be able to capture lead contact information. Your ads might be generating click-throughs, but your landing page bounce rate may be unusually high, signaling lost lead opportunities. ### What Are Some UX Best Practices for Advertising Creatives? It’s important for advertising creatives to focus on simple, easy-to-read ad designs. Consider how well messaging shows up against backgrounds and carefully choose fonts and colors to ensure the ads are easy to read. Present information in a clear, logical way. Choose images that reflect the messaging and that make sense when paired with the content. Keep business branding principles in mind, and ensure that messaging and branding is consistent across all ads and platforms to avoid confusion. Ads need to be easy to follow, and they should lead to a landing page on a website or app that’s consistent with the ad’s messaging. The landing page needs to present a clear and appealing value proposition, and the call-to-action should be easy to identify. Don’t forget to test out any form submission processes to make sure that it’s easy for leads to sign up for an offer. ## Measuring and Improving User Experience Since UX is so integral to everything from lead generation to conversions and sales, it’s important to continuously measure and improve UX. By working to improve it, you can quickly identify any issues that arise and maximize the value you get from the leads you’ve generated. ### How Can You Measure the Effectiveness of Your UX? Data about how your users interact with products like your website or app can help you determine how to improve that experience. Usability testing, in which you watch users interact with your website, can help you learn about what may be confusing, which tasks are difficult to perform, and what areas in your site need to be improved. Surveys can be another valuable source of information. For example, after a customer makes a purchase, you could follow up with a brief survey asking about their experience. Don’t forget to offer an incentive for completing the survey, such as a discount off a future purchase. Ask questions about how easy it was to find the product, whether the customer could find the information they needed, how simple the checkout process was, and what they would change about the website. Your website analytics also provide a snapshot of your site’s UX. For example, if certain pages have an unusually high bounce rate, look carefully at those pages to see if there might be a usability issue. If you have a high cart abandonment rate, you might need to troubleshoot your checkout process to identify potential problems that are causing shoppers to abandon carts instead of completing the checkout process. ### What Are Some Key Metrics to Track Related to UX? Tracking certain metrics can alert you to potential UX issues, so you can then work to fix them: - Bounce rate: A high bounce rate — the percentage of users who leave your site after viewing only one page — may indicate a UX issue with a webpage. The page may be confusing, difficult to navigate, or users might arrive on the page incorrectly because of a linking error. - Conversion rate: A low conversion rate — the percentage of users who take a desired action, like signing up for a newsletter — can signal issues with a landing page. The landing page may be confusing, the offer unclear, or the signup process difficult. - Average time on page: A low average time on page — the amount of time a user spends on one webpage before they navigate to another page — can signal issues with your webpage usability. Users will often quickly navigate away from webpages that are difficult to read, confusing, or that are slow to load. - Shopping cart abandonment rate: A high cart abandonment rate, or an abandonment rate that suddenly increases, can indicate that your checkout process is confusing or difficult. ### What Is the Iterative Process of UX Design and Optimization? The iterative process of UX design encompasses a cycle of refining your product’s UX. The process begins with gathering feedback, such as from customer surveys or usability testing, to identify areas to improve. From there, you will need to create solutions, test their performance, and refine and evaluate them further. Then, the cycle begins again. ## The Relationship Between UX and Other Disciplines ### How Does UX Relate to UI (User Interface) Design? User interface design is a component of the overall user experience. UI design encompasses a product screen or website’s look, feel, and interactive features. A good UX design is dependent on a good UI design. ### How Does UX Intersect with SEO? UX can affect your SEO performance. For example, ensuring your website is mobile-friendly is key to a good UX, but it may also help improve your Google SEO ranking. The same is true of your website page load speed; a fast-loading website offers a better UX, and Google tends to rank pages that load faster higher. So, ensuring a good website UX may also boost your overall SEO results. ### How Does UX Impact Conversion Rate Optimization? UX directly impacts your conversion rate. If your website is highly usable, is well-organized to help users find the information they want, has a well optimized call-to-action, and the site’s appearance makes it easy to navigate, users are more likely to convert. A poor UX caused by poorly organized copy, a site that is difficult to view and understand, and a confusing call-to-action can negatively impact conversions and lead to a lower conversion rate. ### How Does UX Contribute to Overall Customer Experience? UX is tightly linked to the overall customer experience. In fact, the customer experience often begins when they navigate a website or an app. Think of UX as a component of the customer experience, which can also encompass the customer’s overall impression of your business, including the support they’ve received before and after a purchase. ## Key Takeaways User experience impacts customer loyalty and satisfaction, and it directly affects key metrics like conversion rates and bounce rates. Additionally, user experience is closely linked to other marketing factors, like your SEO and the overall customer experience. Since user experience is so paramount to marketing and sales, it’s important to continuously assess, test, and improve your products, like your website and app, to create the best user experience possible. ## Frequently Asked Questions (FAQs) ### What is the difference between UX and UI? While UX encompasses an individual’s entire interaction with a product like a website, UI is a more focused subset of UX. UI focuses only on the look, feel, and interactive features of a product screen or a website. ### How can I improve the UX of my website? To improve your website UX, you’ll need to identify the areas that aren’t performing well. Consider surveying your visitors, reviewing your site’s analytics, and implementing usability testing to determine what you need to improve. From there, you can design, test, and implement solutions. ### What are some common UX mistakes to avoid? Avoid common UX mistakes like overloading users with content that’s difficult to scan. It’s easy to make apps and websites overly complicated, which can make them hard to understand or navigate. Additionally, some companies make the mistake of ignoring user feedback or research, and the result is a poor UX. ### How much should I invest in UX research and design? There is no one magic formula to determine how much to invest in UX research and design, since every business is different. When deciding what to invest, consider your budget, and also consider how your UX will affect other components of your marketing and sales efforts, like your SEO ranking and your conversion rates. ### What are some key UX principles to always keep in mind? Always look for ways to make your platforms simple, clean, and inviting. Keep your audience in mind as you design your platforms and craft content, and spend plenty of time testing for usability. --- ### Marketing Technology Trends for Advertisers to Know 2026 URL: https://www.taboola.com/marketing-hub/marketing-technology-trends/ Last Modified: 2026-03-08 13:47:40 In 2026, the practice of marketing — automated, personalized, and fast-moving — can only happen successfully with the right technology in place. The basic tenets of good marketing don’t change much from year to year, but strategies and tactics are both shaped by and influence the technology choices that marketers make. Software options abound and can easily overwhelm a marketing team, even as teams are being asked to reach prospects and demonstrate their contribution to sales more than ever before. ### What’s changed in our 2026 update: - New trends added. - All entries include updated and current information, advice, and stats. - Data trends based on Realize data added. ## The MarTech Landscape in 2026 The global marketing technology market size is estimated to be worth a little under $6 billion now, and is projected to reach $2,380 billion by 2033 — a huge compound annual growth rate (CAGR) of 20%. AI and ML are driving this, as well as demand for marketing automation, the need for personalization, a shift toward omnichannel strategies, and the desire for real-time customer insights, among others. While retail and e-commerce are leading the charge, growth is strong among all major categories. There are a few broad trends in marketing technology in 2026 to shape planning and purchasing for success: ### Data-driven The tools now exist for marketers to collect, refine, analyze, and incorporate tons of data into their marketing tactics. There’s no reason not to make better decisions using all that data, instead of relying on gut instinct or outdated ideas or methods. ### Customer-first Putting the customer first is a tried-and-true tenet of marketing, but technology advancements make it possible in 2026 to truly reach and engage each customer in a cohesive way, using personalization techniques and tools like agentic AI, first-party data, and predictive analytics. ### Unified tools After a few decades of software development, many marketing teams are struggling to get the most out of a mess of disparate legacy technologies. For many, this is the year they’ll unify and simplify the martech stack. What else to know: - The global marketing technology market size is expected to reach $2,380 billion by 20333, a CAGR of 20% from 2025. - The social media tools segment led the market in 2025, making up more than 23% of the global martech revenue. ## 5 Marketing Technology Trends for A Better Strategy in 2026 If marketing technology in 2026 seems overwhelming, it’s not only because your team is strapped for resources, the budget is tight, or you’re being asked to tackle too many challenges at once: It’s also the sheer volume of the marketplace. The most recent Marketing Technology Landscape report counted 15,384 solutions, up 9% from the previous year. (For some perspective, in 2011, there were just 150 solutions available.) So, where should a marketer start in identifying and then implementing trending technologies? These following trends can bring a ton of value, and each business will approach adoption their own way based on goals, industry, and budget. - ### Hyper-Personalization at Scale The convergence of brand importance, AI, big data, and machine learning have led to hyper-personalization as key for modern businesses. Consumers are moving quickly, taking non-linear user journeys across multiple channels per day. It’s essential for marketers to deeply understand their audiences by collecting the right data, segmenting audiences accordingly, and reaching them on their preferred channels with the right messaging and offers. Using AI-driven technology helps brands to hyper-personalize down to the customer, predicting customer behaviors based on real-time and past data. Marketers can create product recommendations on a landing page, send carefully timed emails during the buying process, and much more. Precise targeting leads to better customer engagement, more effective marketing campaigns, and higher ROI, and understanding customer behavior trends can help marketers make changes quickly and increase conversions. But, solid technology is necessary to do all of this at scale. Here’s what else to know: - 81% of consumers ignore irrelevant marketing messages, but 96% are likely to purchase when brands send personalized messages. - 92% of businesses are using AI-driven personalization to drive growth. - 56% of consumers say they’ll become repeat buyers after a personalized experience. ### 2. Maturing AI It’s ubiquitous in technology conversations in 2026, and for marketing technology in particular, AI offers a ton of opportunity. These include direct prospect or customer interaction, such as in chatbots or customer service agents, as well as workflow process automation. Marketing teams are also starting to hone how they use AI for creative work to scale. AI is generally used for marketing in at least one of these ways: - Generative: Tools like ChatGPT can help marketers brainstorm copy, as well as create imagery and videos. Using AI can help marketers and advertisers scale quickly, testing variations and ensuring human-friendly creative outputs. - Data work: LLMs offer marketers a way to query datasets in a conversational way, allowing them to incorporate more data into strategy work. Data can be presented simply, showing anything from average ad spend to campaign performance by channel. - Targeting: AI enables hyper-personalization tactics which, at scale, would likely not be possible for most marketing teams in terms of time and resources. - Automation: Marketing automation tools often incorporate AI to make it possible to remove the burden of manual tasks from teams, such as automating monthly processes or setting up workflows for repetitive tasks. - Customer service: AI chatbots have become commonplace as a way for marketing teams to connect with customers at any time without adding to or using tight resources. - Predictive: With data analytics technology and ML models in place, marketers can forecast results based on detailed past data. Predictive AI technology can offer a huge boost to marketing teams, especially in times of uncertainty, to make better decisions about their strategy. Here’s what else to know: - 60% of marketers say AI and ML will have the biggest impact on marketing strategies in the next five years. - Marketing teams using AI report 44% higher productivity. 58% of marketers now use AI for content ideation and optimization. ### 3. First-Party Data and Privacy-Centric Marketing First-party data has become more essential, and more valuable, in understanding prospects and customers. First-party data comes directly from customers, so it’s more accurate, and collecting first-party data helps businesses stay compliant while building strong, trusting customer relationships. It’s key to privacy-centric marketing, which customers demand and regulatory bodies insist upon. There’s a lot of opportunity to build brand and customer loyalty when gathering this data, as well as using it for better personalization alongside other technology like predictive analytics. A single source of enterprise truth for data — like a customer data platform (CDP) — is the foundation for using customer data wisely. Successful marketers have to make sure that data is continually fresh and integrated, with a company-wide strategy for using data to reach and engage customers. That way, customers will only get the right messages at the right time in their buying journey, and marketers won’t waste time on manual data work. Poor data quality can lead to frustrated customers and unclear campaign results, and it’s also bad for AI success. Here’s what else to know: - 86% of companies recognize the importance of first-party data. - 64% of U.S. customers say they’d provide their email address for a $20 discount, and 31% would share their full name. - 60% of gen AI projects were abandoned due to poor data quality or unclear business value. ### 4. The Convergence of MarTech and AdTech As part of building the data foundation, technology (and the teams using it) has to be integrated and synced across the business. There are many ways to annoy and lose customers with disparate technology siloes — sending multiple unrelated emails in one day, the purchase and return departments unable to communicate, and much more. Many of these common issues stem from separate martech and adtech stacks, whether it’s from lack of internal communications, legacy software tools not working together, or both. Martech generally refers to the technology and tools that marketing uses, such as a CRM, email marketing, social media marketing, etc. Adtech refers to the tech used for advertising and buying media, including any digital campaigns and optimizing spending. Bringing these platforms together will be essential for AI success, data quality, and customer experience, as well as other point solutions that may exist. The customer experience should be the gold standard for teams building unified stacks, and combining team goals to get to that excellent experience can then help the wider business meet its goals. And, perhaps most importantly, a unified platform saves a lot of wasted budget and resources internally. Privacy concerns are top of mind in both adtech and martech in 2026, with 73% of consumers saying they’re more concerned about their data privacy now compared to a few years ago. Here’s what else to know: - The global ad tech market is projected to reach $1,580 billion by 2030, with a growth rate of 14%. - Nearly 29% of U.S. ad agencies said they used six to seven ad tech and martech tools as part of their tech stack, and 17% used more than 10. - Disconnected or misaligned ad tech and martech tools can lead to a 10-13% loss in resources. ### 5. Voice Search and More Smart speakers like Amazon’s Alexa and iPhone’s conversational assistant Siri are commonplace among consumers. With these tools established, alongside a robust podcast industry, marketers should consider voice search and commerce as a tactic in their strategy. This may include optimizing content for voice search, using long-tail keywords and natural language. Voice commerce includes the field of audio marketing, which may include podcast sponsorships or streaming service ads, depending on the product, audience, and industry. As with any of 2026’s marketing trends, marketing teams should use all the data at their disposal, target appropriately, and conduct testing to see what works on this channel. More broadly, businesses that are willing to experiment and disrupt within their category have seen big gains in the past few years. Technology can play a huge role in disruption and reaching consumers in new, interesting, and authentic ways. Here’s what else to know: - 32% of consumers use voice assistants weekly. - 74% of voice assistant users have completed at least part of a buying process through conversational AI. - 71% of consumers would rather use voice search than manually typing queries. - Brands willing to disrupt themselves or their category have created $6.6 trillion in value over the past 20 years. ## Key Data Trends From Taboola’s Perspective in 2026 Taboola’s Realize platform brings together AI technology, modern marketing techniques, and data-driven strategy. We’ve seen a few key trends emerge lately: Human-created and AI-created ads work best in tandem. AI-generated creative work is a lot more common, but humans are much more aware of it, too. A recent study found that AI-generated ads either perform as well as or outperform human-generated ads, with Realize’s AI technology incorporating creative best practices accordingly. Modern ad success requires data-driven strategies. We’ve found that Realize users who focus on the outcomes up front can make big gains with prospects, especially on the open web. For example, choosing to maximize conversions vs. maximize value before launching a campaign brings a lot more clarity, and specific, action-oriented data to analyze and act upon. Iterating quickly for efficient scale is essential for modern advertisers. Advertisers have to work at massive scale. It’s not enough for advertisers and performance marketers to create and deploy ad campaigns at a pre-generative AI scale. At Taboola, the numbers show how fast and how massive businesses need to run to attract new users: The Realize platform trains 400 AI models, processes about 2 PB of data, and makes 181 billion predictions each day. ## Key Takeaways Marketing technology reflects the bigger tech landscape in what’s changing the game, with AI, user focus and privacy, and rich data all in the spotlight. Whether teams are building their tech stack from scratch or phasing out legacy tools, customer data should be the focus — capturing it safely, using it responsibly, and making data-driven decisions to succeed. ## Frequently Asked Questions (FAQs) ### Where is MarTech headed in the next five years? The next five years offer lots of room for growth and experimentation for marketing technology. Agentic AI, ensuring customer privacy while capturing data, strong data foundations, and hyper-personalization will all continue to mature as marketers access more sophisticated technology and use continuous testing to understand what customers respond to. They’ll need to strike a balance to continue to deeply understand customers while using tools like AI to scale quickly. ### What are the trends in voice search optimization for marketers? Voice search optimization is on the rise, with big implications for traditional SEO practices. Voice search is more conversational than text-based searches, so marketers can use long-tail keywords and make sure they’re optimizing for natural language and the short questions users may be asking their phone or smart speaker. As this segment becomes more commonly used, marketers need to define and track the metrics that fit voice search usage. ### How is generative AI being used in marketing? Marketers are using generative AI to quickly create, test, and iterate on messaging, imagery, and videos, particularly as technology like Realize includes AI that takes into account human preferences. Gen AI offers opportunities for personalization at scale and streamlined workflows, such as removing manual work for email sequences, as well as conversational data analysis to quickly understand campaign performance. --- ### Leads: A Comprehensive Guide for Digital Advertisers URL: https://www.taboola.com/marketing-hub/lead/ Last Modified: 2025-08-21 14:06:48 Leads are the foundation of your business growth. If you want to expand your customer base and increase your sales and profits, you’ll need a steady supply of new leads. Understanding how to generate quality leads for your business is just the first step of the process; from there, you’ll qualify, nurture, and convert leads. Businesses that do so successfully can grow significantly and are well positioned for success. ## What Is a Lead? A lead is an individual or organization who has expressed some sort of interest in your business. The lead has the potential to become a customer, and they may have demonstrated their interest in your business by visiting your website, signing up for a free trial, or submitting contact information in exchange for a piece of gated content, like an e-book or guide. By generating and nurturing leads, your business can potentially convert them into paying customers, growing your customer base and increasing your revenue. ## How to Generate Leads for Your Business Lead generation, which is the process of engaging with and drawing in potential customers, is the foundation to your lead nurture and conversion processes. Effective lead generation can supply your marketing and sales teams with a steady stream of leads, helping to grow your business. There are many ways to generate leads, so I’ve highlighted some of the most popular options that work for most businesses. Effective lead generation depends on providing your audience with value to foster a meaningful connection and build their interest in your business, and you’ll see that providing value is a common theme in these strategies. ### Invest in Search Engine Optimization (SEO) When you optimize your website for search engines, you can better drive potential customers to your site. By incorporating keywords that potential customers are likely to search for in your website content, you can position your business and products as being a solution. Creating blog or website content around those keywords and answering common questions potential customers are likely to have can help solve their problems while introducing them to your business. ### Share Knowledge Through an Article or Blog Related to the above strategy, write articles or blogs that offer real value to your potential customers. Use your specialized knowledge to solve a common problem, answer questions, or provide important “insider information” or insights that your potential customers would find interesting. Focus on creating quality pieces of content that readers are likely to engage with and share, rather than on simply posting lots of blogs. Consider writing an article or blog for another business or another publication, too. By publishing content for another business that shares a similar target audience, you can expand your reach and generate new leads. ### Host a Webinar Webinars can be an excellent way to generate quality leads. Similar to blogs and articles, webinars allow you to share your knowledge and expertise with leads, but you can often do so in more depth with a webinar. You can also bring in other industry experts on panel webinars to enhance the value your audience receives. Require webinar attendees to submit their contact information to register, and you’ll build a pipeline of leads. ### Engage With Leads on Social Media Social media is also an effective way to generate leads. When you establish an active social media presence for your business, you can reach leads in several ways: By posting engaging and informative content, leads may interact with your posts, and you can respond to comments and start to build relationships. Social media ads can also reach a highly targeted audience, driving leads to your site, encouraging them to sign up for webinars, and more. ### Generate Referrals From Current Customers Your current customers are a valuable source of leads, too. Your customers likely have friends or connections who would also be interested in your business and your products or services. Establish a referral program to incentivize your customers to refer others to your business. In exchange, offer your customers discounts or rewards for their referrals. ## How to Qualify Leads Leads aren’t all the same quality, meaning some leads are more likely to convert than others. Qualifying leads refers to the process of determining which leads most closely align with your ideal customer profile and are therefore most likely to convert into customers. Lead qualification is important because it allows you to focus your nurturing efforts and resources on the highest quality leads. In doing so, you can increase your conversion rate and use your time and financial resources wisely. As you generate and collect leads, you’ll need to qualify them through several steps. To do so effectively, make sure that you’re collecting and organizing leads in a CRM. ### Create an Ideal Customer Profile You’ll need to build a profile of your ideal customer, which will help you identify which leads are strongest. Your ideal customer profile can also inform and better focus your marketing efforts, so it’s worth investing time in thoroughly developing the profile. To create an ideal customer profile, outline the features of your most valuable customers, including their demographics, pain points, goals, industry, and more. If you’re running a B2B company, then details like the customer’s business revenue and position are also important. Record all of this information; you’ll reference it during the lead qualification process. ### Determine the Criteria You’ll Use to Score Leads Work with your analytics and sales team to identify the criteria that are most important in valuable leads. Your goal is to create a checklist outlining these criteria, so you can go down the list and determine the lead’s value. The criteria you use will be unique to your business and your customers, but consider looking at features like: - Geographic location. - Engagement with your social media pages. - The number of times they’ve visited your website. - Whether they’ve downloaded any of your content. - Whether they’ve been referred by a current customer. - Any conversations they’ve had with your sales team. - Whether they’ve requested additional information or a demo of a product or service. ### Research Leads Depending on your business structure and industry, researching leads may be an important part of the qualification process. It’s more common for B2B businesses to research leads, including looking for details such as their business structure, revenue, and their purchasing or decision-making authority within their business. The information you learn can better inform your lead qualification. ### Contact Leads and Evaluate When your sales team contacts the leads, those initial conversations can provide valuable information about each lead’s quality. Many B2B businesses hold initial phone conversations, giving your team a chance to ask questions about a lead’s pain points, budget, experience with your competition, and where in the buying process they are. All of that information can inform your evaluation of the lead quality, and should be recorded in your CRM. ### Qualify Your Leads Once you’ve gathered information on your leads, evaluate them using the scoring criteria you identified. You’ll also want to incorporate any notes from your team’s initial conversation with the leads. Leads that meet more of your criteria are your higher-quality leads and should be prioritized and moved along in your nurture funnel to receive personalized interactions. Lower-quality leads are of less priority, and these should receive more automated, less personalized interactions. ## How to Nurture Leads By nurturing leads, you can provide them with more information about your business, build important relationships with them, and eventually convert them into customers. The lead nurture process looks different for every business, but you can build your nurture process around these best practices: ### Plan Your Nurture Funnel Plan out what your lead nurture process will consist of, including the communication channels you’ll use, the offers you’ll make, the type and timing of your messaging, and your lead nurture campaign goal. ### Personalize Your Interactions Make your interactions with engaged, quality leads as personal as possible. Take detailed notes about your interactions with them and use the information you learn to customize your future interactions. Personalizing your content and messaging can not only make it more meaningful and memorable for leads, but also demonstrates that you’re listening to what they’re sharing during conversations and showing you’re able to meet their specific needs. ### Use Automation While your quality leads require personalized interactions whenever possible, you can still nurture lower-quality leads by using automation. Schedule emails containing pre-written messaging and content to go out to these leads at designated intervals. While not as powerful as a personalized nurture campaign, automated funnels can still potentially nurture leads and may generate some conversions. ### Use A/B Testing Continuously use A/B testing to improve your lead nurture efforts. A/B test each part of your funnel, like your offer language or the emails sharing your new blog post. Don’t be afraid to try out new techniques, too, and see if they can improve your nurture funnel. ## How to Convert Leads Your lead nurture funnel helps you learn more about your leads while also building your leads’ familiarity and connection with your business. These steps can help you with your ultimate goal at the end of the funnel, which is to convert leads. ### Try Different Conversion Tactics Lead conversion is a bit of an art, so try out different conversion techniques. Encourage your sales team to suggest new tactics based on their conversations with leads and what they think the leads want or need most. A new tactic could revitalize your lead conversion process. ### Make Appealing Offers An irresistible offer can help convert leads. Offer a discount, a free add-on, a heavily discounted package, or another incentive to sweeten the deal. Consider having a second, even more enticing offer that you can provide if your initial offer isn’t quite enticing enough to convert a lead. ## SQL vs. MQL vs. Prospect The terms prospect, Marketing Qualified Lead (MQL), and Sales Qualified Lead (SQL) all describe various phases of a lead’s progression through the sales process. Understanding how these terms are linked can help you tailor your approach to each lead to increase your chances of conversion. Prospect MQL SQL Stage of the lead qualification process Early Early/mid Mid Qualification A prospect is a lead that your team has qualified; you’ll know who they are, their role, and their business. An MQL is a lead who has engaged with your content, such as signing up for a newsletter or downloading a piece of gated content. A SQL is an MQL who has been qualified by your team, based on more than just their actions on your website. Additional qualifications might be based on information like their pain points and professional role. Which businesses use this term “Prospect” is commonly used by sales-oriented businesses. Marketing-oriented businesses commonly use this term. Marketing-oriented businesses commonly use this term. The Marketing/Sales Conflict: Should We Stop Generating Leads That Aren’t Sales-Qualified? Sales-qualified leads are highly desirable leads, since your team has identified features that indicate they’re ideal for your business. Still, that doesn’t mean that you shouldn’t generate leads that aren’t sales-qualified leads. For example, a marketing qualified lead, which has engaged with your content, has demonstrated interest in your business. With proper nurturing, that lead could turn into a sales-qualified lead, and then ultimately convert into a sale. Develop a nurture strategy that prioritizes your sales-qualified leads, but don’t ignore your other leads, which could become more qualified. ## Key Takeaways Leads are key to growing your business, expanding your customer base, and increasing profits. Refining your lead generation, qualification, and nurturing processes can help you to drive sales and convert leads into new customers. Testing and continuously improving these processes will help maximize your business and revenue growth. ## Frequently Asked Questions (FAQs) ### What qualifies as a good lead in marketing? A good lead is a lead that closely aligns with your ideal customer profile. For example, a lead that shares key demographics, geography, income, pain points, and interests with your current top customers would be considered a good lead that is likely to convert into a customer. ### What is scoring? Lead scoring is a process that helps businesses to evaluate the quality of their leads and determine which ones to prioritize in the lead nurture process. In scoring leads, businesses create formulas that allow them to assign numerical values to each lead. Then, businesses can rank the leads from the highest score to the lowest score, with the highest-scoring leads being the most likely to convert. ### How do I create an effective lead nurturing email sequence? To create an effective lead nurturing email sequence, keep things simple: Focus on one topic or idea per email, and address your leads’ pain points or interests. Keep the emails short and format them so they’re inviting and easy to read. Personalize them as much as possible, and use A/B testing to improve your email performance. ### What tools can help me track and analyze lead behavior? There’s no shortage of tools that can help you track and analyze lead behavior, including CRMs, social media analytics, Google Analytics, and various marketing automation and analytics platforms. To get the most value out of the tools you use, look for tools that offer plenty of customization options, which will allow you to tailor their use to track and analyze the data that matters most to your business. ### How do small businesses generate quality leads? When it comes to generating quality leads, small businesses can stand out from the competition by leveraging their brand stories and the personal connections they’re able to form with their audience. Referrals from current customers are a valuable source of leads, but small businesses can also leverage content marketing, performance-based display advertising, social media, and SEO to generate quality leads. --- ### Pay Per Lead (PPL): The Advertiser's Guide URL: https://www.taboola.com/marketing-hub/pay-per-lead/ Last Modified: 2025-06-09 12:28:44 In digital advertising, it’s not always enough to get clicks or impressions — most businesses want sales. Enter pay per lead (PPL). This performance-based advertising model enables companies to pay only for qualified leads. In this guide, I’ll cover everything you need to know about PPL — what it is, how it works, and how it differs from pay per click (PPC). ## What Is Pay per Lead (PPL)? Pay per lead (PPL) refers to an advertising model where advertisers pay only when a customer lead is generated. That’s because the goal of a PPL campaign isn’t just to drive traffic, but to acquire potential customers. Different actions can be considered leads, like filling out an online form, signing up for a free trial, or requesting a quote. ## What Is Pay-per-Lead Marketing? Pay-per-lead marketing is closely related to PPL. However, while the latter is simply a pricing model, PPL marketing refers to the strategy behind PPL that advertisers use to drive leads through performance-based marketing campaigns. With pay-per-lead marketing, you need to set clearly defined criteria for what constitutes a lead. You can do this by using contact forms, downloads, or sign-up events, such as webinars or appointment bookings, which are easy to track. The key is to be efficient — you want every dollar you spend to be tied to a measurable outcome. This way, you can calculate your return on investment (ROI) and customer acquisition costs. ## Why Is PPL Important? PPL can reduce wasted ad spend because you’re only spending money on leads — users who have taken a concrete step towards becoming a customer. In other words, you only pay when someone has shown genuine interest in your product or service. This can also make it easier to scale your campaigns, because there is less guesswork about your users, so you can be more confident in the outcomes. ## Pay-per-Lead Channels PPL campaigns can be run on many different channels. The challenge is knowing which platform is the right one for your product or service, and your target audience. Here are some common PPL channels: ### Search Engine Advertising Most search engines, like Google or Bing, operate on a pay-per-click (PPC) model. However, you can run PPL campaigns on these platforms by tracking what happens after the user clicks. To do this, you need to determine what will qualify as a lead — an online form submission, or a request for a quote, for example — and then use Google Ads’ or Bing Ads’ conversion-tracking tools to optimize for leads. ### Affiliate Marketing PPL is very popular with affiliate marketers, who make money by promoting a business' product or service and driving sign-ups. For example, an affiliate for a software company would earn a commission if a user clicked on an affiliate link and signed up for a free trial of a software product. Even though the client hasn’t bought anything yet, a lead has been generated, increasing the likelihood of purchase. ### Social Media Advertising Most social media platforms allow you to structure your campaigns to generate leads and optimize for cost per lead (CPL), even though they operate on a PPC or cost-per-impression (CPM) model. For example, in this case study, PPL Labs generated over 200 leads for Disc Centers of America using Facebook Ads: ### Email Marketing While email marketing is typically designed to build relationships with potential leads over time, email campaigns can also drive users directly to lead generation forms or sign-up pages, especially when a lead magnet is used, such as an e-book or webinar. ## Pay-per-Lead Models Here are some common ways in which PPL campaigns are structured: - Pay per qualified lead: This model aims to identify leads that are most likely to become customers. Leads must meet clearly defined requirements to qualify and for payment to be generated. - Pay per appointment model: This approach aims to generate appointment bookings, whether for a consultation or a product demonstration. You can agree to pay for a booked appointment or a completed appointment. - Pay per download: If your goal is to drive conversions of a lead magnet, consider paying per download. It’s easy to measure the performance of downloads, but be warned, some users may just be looking for a freebie with no intention of making a purchase. - Pay per attendee: If you’re holding a webinar, you can pay based on the number of attendees. That said, webinar guests may be lower-quality leads and not as ready to buy as someone prepared to book a 1:1 appointment or sign up for a free trial. ## Advantages of Pay-per-Lead Marketing PPL marketing can be an effective way to drive business growth when run correctly. Here are some benefits to PPL campaigns: ### Cost Efficient Since you only pay when you receive a lead, your budget can stretch further. This method is ideal for smaller businesses or businesses with a limited marketing budget. ### Easier to Track ROI Because PPL campaigns have clear attribution models (rules for measuring outcomes), it’s much easier to track ROI. This also makes it easier to test different creatives and channels to determine which ones are most effective. ### Generates Warm Leads PPL campaigns are usually focused on mid- or bottom-funnel actions. Remember, you’re not just looking to drive traffic: The leads you generate (and pay for) are more likely to convert into paying customers than brand-awareness campaigns. ## Considerations with Pay per Lead Marketing PPL marketing has its advantages, but it also has some drawbacks. Here are some potential challenges to consider: ### Lead Quality Can Vary Not all leads are created equal. If you don’t execute your campaign targeting effectively, or your leads come from low-quality sources unlikely to convert into paying customers, you could generate unqualified leads and waste time and money. ### Risk of Fraud If you use a third-party vendor for your PPL campaign, you could be subject to fake or incentivized leads that don’t result in sales. For example, let’s say you’re running a PPL campaign for a roofing company, and you decide to hire a third-party lead-generation vendor. Your goal is to find homeowners who are looking for roofing services, and you offer the vendor $75 for every qualified lead. The vendor, in an effort to drive a high volume of leads, involves several affiliate partners. One of the affiliate partners runs an aggressive sweepstakes offer, where users can enter to win a $500 Home Depot gift card. The sign-up may gather all of the contact information required to fulfill the lead, but the user has no intention of hiring a roofer — they just want the gift card. ### Campaigns Can be Difficult to Manage A high-performing PPL campaign requires ongoing optimization, including testing various creatives and platforms, as well as close collaboration between the marketing and sales teams. This adds complexity, and if things are not aligned properly, you could lose valuable leads. ## Choosing the Right Pay-per-Lead Program Before committing to a specific PPL program, make sure it includes the following: ### Well-Defined Lead Criteria Everyone involved needs to understand what qualifies as a lead and how those leads will be delivered and tracked. This will reduce the number of low-quality leads and irrelevant submissions. It also sets the foundation for effective tracking and optimization, and protects ROI. ### Proven Track Record Only work with vendors or affiliates who have a track record of success in similar industries and customer segments. You can ask for references, read online reviews, check with industry experts, and read case studies. For example, Taboola publishes case studies of successful advertising campaigns on its website. ### Scalability Look for programs that allow you to scale your campaign as your results improve, without sacrificing the quality of your leads. Not all vendors can handle large volumes of leads, so you want to find large networks with multiple traffic sources that offer automation and lead-filtering tools, to ensure high-quality leads. ## How to Optimize PPL Costs ### Improve Your Targeting Don’t just send your ads to everybody: Use audience segmentation and behavioral data to target the right audience for your ads. While this can take time, laser-sharp targeting will result in more relevant leads and lower ad spend. ### Test Continuously Always be A/B testing your ad creatives, offers, and landing pages. Even small changes to images, text, or call-to-action (CTA) buttons can result in higher conversion rates. Take advantage of performance advertising platforms that offer AI-powered A/B testing, which allows you to continuously test and optimize in real time. ### Automate The more you can automate the various steps in your PPL campaign, the more quickly leads can move through the funnel. For example, identify tools that can automate lead scoring (assigning a rating to each lead based on the likelihood of the user becoming a customer), customer relationship management (CRM) integration, and follow-ups. ## PPL vs. PPC Pay-per-lead (PPL) and pay-per-click (PPC) models may sound similar, but each method is used to accomplish different marketing goals. For starters, PPL is outcome-focused: You only pay when you receive leads, which are more likely to result in paying customers. The purpose of PPC campaigns is to drive traffic. You pay for every click, even if the user doesn’t convert. PPC campaigns typically sit at the top or in the middle of the sales funnel. PPL campaigns operate in the middle to the bottom of the funnel. ## Key Takeaways Pay-per-lead (PPL) marketing allows advertisers to generate high-quality leads while keeping ad costs low. Because you’re only paying for qualified leads, it’s easier to track return on assets (ROA) and scale campaigns based on actual results. But, successful PPL campaigns rely on clearly defined lead criteria, choosing the right partners, and actively managing campaigns to avoid low-quality or fraudulent leads. If done correctly, PPL can be an excellent way to grow your business. ## Frequently asked questions (FAQs) ### What is the pay-per-lead generation model? A pay-per-lead generation model is a type of advertising in which businesses only pay when a qualified lead is generated, instead of paying for traffic, clicks, or impressions. The goal of PPL advertising goes beyond brand awareness to finding potential customers. ### Is pay per lead legit? Yes, PPL is a widely used digital marketing model. However, like any model, it can only be effective when used properly, which is why it’s crucial to choose a partner and establish clearly defined lead criteria. Otherwise, you could be subject to fraud or poor results. ### PPL vs. PPC vs. CPA: What’s the difference? With pay per lead (PPL), you pay when, e.g., a user submits a form or expresses interest in your product or service. With pay per click (PPC), you pay as soon as someone clicks your ad (you don’t pay for impressions only). With cost per acquisition (CPA), you pay when someone completes a specific action, such as making a purchase or subscribing to a service. In the sales funnel, PPL sits between PPC and CPA. ### What is an example of a pay-per-lead campaign? A window company runs a PPL campaign where they only pay when someone fills out a form to request a free quote for new windows. They partner with a lead-generation platform that drives traffic through Google Ads and Facebook Ads. Users must click on the ad and complete the form, which includes their name, home address, and contact information. Every time it happens, the platform qualifies it as a lead and charges the window company $50. ### How do you calculate pay per lead? A straightforward way to calculate PPL is to divide the total marketing campaign spend by the number of leads generated. For example, if you spend $1,000 on a campaign and generate 100 leads, your PPL is $10. --- ### Ad Inventory: How to Make the Most of It? URL: https://www.taboola.com/marketing-hub/ad-inventory/ Last Modified: 2026-06-22 08:51:26 The term “advertising inventory” can be a little confusing, as it refers to a concept of space or individual slots, rather than tangible items. While it previously meant the pages offered in print publications, over time, it has come to almost exclusively refer to available slots in digital advertising. Digital advertising inventory is the amount of internet advertising space a publisher is making available for purchase by advertisers. These opportunities exist in multiple formats such as desktop websites, mobile apps and websites, videos and video ads, and audio ads. Here, I’ll explain what this all means for advertisers and publishers, and how to make the most of ad inventory when it comes to optimizing campaign performance. ## Defining Inventory in Digital Advertising ### Who Owns and Manages Digital Advertising Inventory? Ad publishers own and manage digital advertising inventory, and it is theirs to sell to any chosen buyers. In the context of digital advertising, the ad inventory is essentially a publisher’s property, or their personal shop. Think of it as how a grocery store owner gets to choose which pantry items get featured on their shelves, by making business deals with various product suppliers and selecting what goes on top, what goes on the bottom and middle shelves, and what might get displayed right near the checkout line. ### Why Is Understanding Inventory Crucial for Both Advertisers and Publishers? Publishers need to know how much ad inventory they have and how much it’s worth, so they can sell as much of it as possible to the highest bidder. Marketers need to know how much quality ad inventory they can afford, and where their advertising dollars will be most effective, as this will determine the avenues they have for sharing their campaign messaging and reaching consumers in the smartest ways possible. ## Types of Digital Advertising Inventory ### What Is Display Advertising Inventory? Display advertising inventory refers to the space a publisher can sell an advertiser for promoting display ads such as banners, interactive ads, animations, and other visual formats. ### What Is Video Advertising Inventory (Pre-Roll, Mid-Roll, Post-Roll)? Video advertising can exist as pre-roll, mid-roll, and post-roll. Pre-roll ads appear before the video content a viewer has set up to watch. A mid-roll ad is shown during the chosen video, with the video action paused during the ad. Both pre-roll and mid-roll ads have decent chances of at least being partially watched, as the viewer is unlikely to get up and leave while watching a video they chose. A post-roll ad is shown after the selected video has run its course. Post-roll ads can be a risk, as the user doesn’t have a particular reason to stay if they’re finished watching a video. However, they can sometimes work, especially if the viewer is sticking around for the next video in the queue. ### What Is Native Advertising Inventory? Native advertising inventory refers to the ads that blend organically with a platform’s content, such as sponsored content or in-feed advertisements on social platforms. These kinds of ads can be effective as they don’t shout “ad” to the viewer and can feel like a natural part of the user’s experience on the site or app. ### What Is Audio Advertising Inventory? Audio advertising inventory is the amount of ad space available during audio presentations such as digital radio, streaming music, or podcasts. ### What Is Connected TV (CTV) Advertising Inventory? CTV advertising inventory is the available space for advertisers to show their ads on connected TV, which is a device showing content that is delivered via the internet. This includes smart TVs that stream from platforms like Netflix, as well as Roku and gaming consoles. ### What Is Out-Of-Home (OOH) Digital Advertising Inventory? Out-of-home (OOH) digital advertising inventory is the space available on screens for advertisers to get their messaging to consumers in public. These screens might include digital billboards or interactive displays in public spaces such as transit hubs and shopping malls. ## How Inventory Is Bought and Sold ### What Is Programmatic Advertising and How Does It Involve Inventory? Programmatic advertising allows advertisers to buy inventory using software that speeds up and automates the bidding and purchasing experience. The software uses algorithms based on data and targeting goals, with the aim of buying inventory that will help advertisers reach the right viewers at the right time for the best prices. ### What Are Ad Exchanges and How Do They Facilitate Inventory Transactions? An ad exchange is a real-time marketplace where publishers and advertisers sell and buy ad space. The exchanges facilitate inventory transactions by serving as the digital forum where these transactions take place. ### What Are Supply-Side Platforms (SSPs) and Their Role in Inventory Management? Publishers use supply-side platforms to manage their inventory and sell to the demand side. The SSP helps publishers connect with potential buyers such as advertisers looking for space to put their ads. As part of programmatic advertising, an SSP facilitates real-time bidding and automated auctions, managing inventory as it gets sold or made available. Without the technology used in programmatic ad-buying, marketers and publishers would engage in direct buys, i.e., the deals would be done by human beings making their own informed choices based on their observations and experiences. ### What Are Demand-Side Platforms (DSPs) and How Do They Access Inventory? A demand-side platform helps advertisers purchase ad space automatically in real-time from publishers on the supply side. It uses data to aid advertisers in selecting ad space based on audience targeting and algorithms. It is the other side of the programmatic advertising ecosystem, in relation to an SSP. ## Factors Influencing the Value of Inventory ### How Does Website Traffic and Audience Size Affect Inventory Value? Website traffic and audience size can have a large impact on inventory value. For example, a fledgling website with barely any traffic and a small audience can't demand the same price as a website with a wide and dedicated fan base and heavy viewership. When marketers buy ad inventory, they’re investing in how much traffic and viewership they expect for that particular moment on that particular day. ### How Does Ad Placement and Viewability Impact Inventory Pricing? It stands to reason that ad placement and viewability will affect inventory pricing. By making a display ad larger and easier to see, or placing an audio ad during a hit podcast, publishers are giving marketers’ advertisements more of a chance of reaching target audiences. By contrast, marketers seeking a smaller or less prominently featured ad can secure more budget-friendly (if perhaps less effective) inventory purchases. ### How Does Seasonality and Demand Affect Inventory Prices? During holidays and back-to-school seasons, there is a greater demand for ad space due to these being prime time for shopping. Advertisers are eager to pitch their sales and promotions, meaning many people are vying for space, which leads to higher pricing due to heavier demand but limited inventory on the publisher side. ### How Does the Quality and Relevance of the Content Surrounding the Ad Space Influence Value? The quality and relevance of the content surrounding the ad space are key factors in whether an advertiser will get good value from purchasing said ad space. If you buy a space on a site that nobody looks at or trusts, or your ad appears in a video that has no relation to the demographic you’re trying to reach, you haven’t gotten a good value and you won’t see much outcome from your expenditure. But, if you use your data and targeting strategies wisely when making a purchase, such as on the right website or the right podcast, you can help ensure a significant return on ad spend (ROAS) with a comparably small customer acquisition cost (CAC). ## Managing and Optimizing Inventory ### How Do Publishers Manage Their Ad Inventory to Maximize Revenue? Publishers can use a variety of software programs to help them manage, track, and control their ad inventory. They can also use software to help analyze performance, automate optimization, schedule ad placements, and otherwise handle tasks large and small. Along these lines, advertisers also want to maximize revenue by ensuring they are accessing high-quality and relevant inventory. They can do this by checking if a chosen platform can reach a brand’s target audience in a way that will maximize certain KPIs or other goals, and by comparing their success with one publisher versus another. They can also use AI-powered A/B testing to make direct comparisons in real time, and use data analytics to track what worked and what didn’t. ### What Is Inventory Forecasting and Why Is It Important? Ad inventory forecasting means estimating the amount of ad space that will be available in the future. It helps advertisers and publishers get a sense of what kind of pricing and bidding strategies they should line up, especially when it comes to holidays and other busy seasons. The data extracted from ad servers helps advertisers see what might be coming up, which can aid them in planning for upcoming busy or fallow times. ## Key Takeaways Ad inventory is the amount of space publishers have on hand to sell to advertisers. Advertisers then buy the space for a specific time, and showcase their ads on the publisher’s platform. Bidding can be handled programmatically or via human decision-makers. It’s important for advertisers to buy from publishers that can help them reach the right audience at the right time and in the right way, in order to maximize their ad spend. ## Frequently Asked Questions (FAQs) ### What is the difference between guaranteed and non-guaranteed inventory? Guaranteed inventory is reserved for a specific buyer at a specific price, whereas non-guaranteed inventory is available to all buyers who are willing to compete for it. ### What is remnant inventory? Remnant inventory is inventory that a publisher has not yet been able to sell to an advertiser, so they offer it at a discounted price. ### How does header bidding impact ad inventory? Header bidding, also known as pre-bidding or advance bidding, allows multiple DSPs to compete for high-demand inventory on multiple exchanges before an auction occurs. This generally leads to higher pricing for the ad inventory, meaning higher costs for advertisers and higher revenue for publishers. ### What are private marketplaces (PMPs) and how do they relate to inventory? A private marketplace is an auction where only advertisers selected by the publisher can bid on the advertising inventory. It can benefit both sides, as advertisers get to bid on premium placement and publishers get to select who buys that placement (and also charge a hefty price for it). --- ### Open Internet: Key Aspects and Importance for Advertisers URL: https://www.taboola.com/marketing-hub/open-internet/ Last Modified: 2025-07-21 12:22:01 Most of the time when we’re talking about the “web,” we are referring to the open web or open internet — the publicly accessible internet, free from control by any single entity. In other words, the internet we all take for granted. Thus far, the open web operates under the principle of net neutrality, i.e. that internet service providers don’t have the right to do site arbitrage, in a manner of speaking. In theory, your internet cable or fiber optic service is required to give you equal access to all sites (excluding illegal material). For example, your internet service provider (ISP) cannot decide to charge Netflix an extra penalty on threat of throttling their traffic, even though Netflix consumes much more data than the average company, even by streaming standards. Similarly, ISPs cannot, for example, charge customers an extra $10 each time they purchase something from Amazon. The open net is a matter of some controversy, however. Detractors argue that some companies, such as streamers or GenAI tools that generate graphics and videos, consume more than their fair share of bandwidth and thus should pay extra to the ISP, just as a company using lots of electricity should pay for that electricity by wattage like everyone else. South Korea, e.g., attempted to impose extra penalties on Twitch, causing the livestreaming service to withdraw from that country. Not every nation enforces net neutrality, either: As of this writing, for example, Australia and China do not enforce it. In the U.S., the enforcement is a state-level decision, not a federal one. What, then, does not constitute the open web? That would be the so-called “walled garden,” which controls what the user sees, and — most importantly to marketers — which ads are shown, when they are shown, and how frequently they are shown. Examples of this would be Google and Meta, which have powerful search capabilities, enormous amounts of data, and billions of users, yet remain closed systems. The openness or non-openness of a web-based system is based on whether it restricts/filters data for users; the huge number of visitors has no bearing on the definition of open web. Marketers should understand how to leverage both the open web and the walled garden. The latest AI-driven marketing tools are revolutionizing how brands can maximize their impact in each. Here’s a breakdown of how to use both the open web and walled garden to your advantage. ## What Is the Open Web in Advertising, and Why Is It Important for Marketers Especially? The open web is a gold mine for advertisers seeking flexibility, transparency, and direct connections with audiences. Unlike walled gardens, where platforms like Google or Meta keep their data close to the vest, the open web offers a clearer view of campaign performance, more control over ad placements, and a chance to build robust first-party data systems. With privacy laws tightening — particularly in the European Union — and third-party cookies being phased out, the open web’s transparency and ethical targeting options make it a critical playground for brands aiming to stay ahead. ## Three Key Aspects and Benefits of the Open Web ### 1. Diverse Publishers, Niche Audiences The open web spans untold numbers of independent sites useful to marketers, from tech blogs to cooking magazines. This diversity lets brands target specific audiences in contextually relevant environments, like placing a coconut water ad on a health blog. ### 2. Transparency and Control Advertisers get detailed metrics on viewability, clicks, and conversions, allowing real-time tweaks to optimize budgets and boost return on investment (ROI). ### 3. First-Party Data Power As third party data gets phased out, platforms utilizing first party data will become more and more vital. Realize, e.g., lets marketers harness over 17 years’ worth of behavioral data, creating tailored campaigns without relying on opaque platform algorithms. ## How Can Marketers Leverage the Open Internet in Their Strategy? Artificial intelligence (AI) is transforming how marketers operate on the open web, making campaigns smarter, faster, and more effective. Here’s how to leverage these tools on the open web: ### Programmatic Advertising with AI Programmatic platforms like The Trade Desk or Google’s Display & Video 360 use AI to automate ad buying across the open web. Real-time bidding lets you snag ad space on thousands of sites instantly, targeting users based on behavior, location, or interests. The latest AI-powered marketing tools also allow you to set granular targeting parameters — like age, interests, or device type — and let the algorithm optimize bids for maximum ROI. For example, a cosmetics brand could target users reading about “best lipstick for olive skin” on beauty blogs, adjusting bids in real-time to prioritize high-engagement sites. ### Contextual Targeting in a Cookie-Less World With third-party cookies phasing out, AI-driven contextual targeting is a game-changer. Tools like Realize or Oracle’s Contextual Intelligence analyze webpage content in real time, matching ads to relevant topics without invasive tracking. ### Native Ads via Content Discovery Platforms AI tools have allowed marketers to blend ads seamlessly into editorial content, recommending products or stories based on user interests. These native ads feel less intrusive, boosting engagement. ### AI-Powered Creative Optimization AI-powered tools analyze ad creatives, suggesting tweaks to images, headlines, or calls-to-action (CTAs) based on performance data across open web campaigns. You can even upload multiple ad variations to an AI tool and let it identify top performers, then scale the winner across premium news sites. ## Open Web vs. Walled Gardens The following grid provides a detailed comparison, outlining the key distinctions between the Open Web and Walled Gardens across various critical aspects of the digital landscape. Feature Open Web Walled Gardens Content Access Free, open access Requires login or app Data Control & Ownership Fragmented Centralized Targeting Capabilities More data sources and less precise Highly precise targeting Transparency Higher transparency "Black box", less insights Audience Reach Broad and diverse Large, but confined, audience Competitive Landscape Highly competitive and fragmented Monopolistic environment Privacy Concerns More control over data sharing Platform dictates data usage policies Cost More cost-effective solutions Higher costs Innovation Diverse Platform-limited Brand Safety Requires careful management More controlled environment User Experience Fragmented and inconsistent, with more variety and choice Seamless, curated, consistent user experience Walled gardens offer scale and ease, but limit control and data access. The open web provides transparency, brand safety, and flexibility, but requires more effort to manage. - Open web strengths: Granular targeting, transparent metrics, and first-party data ownership. Ideal for brands building long-term, privacy-compliant strategies. - Walled garden sStrengths: Massive reach and polished ad formats. Perfect for quick wins or broad awareness campaigns. On average, you should allocate 60-70% of your budget to walled gardens for reach, and 30-40% to the open web for precision and data-building. Use AI tools to monitor performance and rebalance monthly, based on ROI. The distinct characteristics of the Open Web and Walled Gardens necessitate tailored strategies for advertisers. Understanding these differences empowers more informed decision-making for optimal campaign performance and sustainable market presence. - Balance is Key: A holistic approach leveraging the unique strengths of both ecosystems is crucial for maximizing reach and precision. - Data Strategy Evolution: Adapting to evolving data privacy regulations and leveraging first-party data effectively will be paramount in both environments. - Audience-Centric Planning: Understanding where target audiences spend their time and their mindset in each environment is vital for effective engagement. - Continuous Adaptation: The digital landscape is dynamic; ongoing monitoring and adaptation of strategies to shifts in market dynamics are essential. ## Key Takeaways The open web is a transparent, flexible space for reaching niche audiences with precision. By utilizing the correct tools — especially those powered by AI, which grant greater scale and speed — it’s possible to reach an audience beyond that offered by traditional walled gardens. Advertisers should make sure to integrate into their strategy performance tools which supports a wide range of ad formats, including native, display, vertical, and carousel ads, empowering advertisers to achieve their objectives with creative flexibility. ## Frequently Asked Questions (FAQs) ### Open vs closed internet: What’s the difference? The open web is decentralized, with thousands of independent sites offering transparency and control. Walled gardens, like Meta or TikTok, are controlled platforms with proprietary data and restricted visibility. ### What is an open internet network? An open internet network is the publicly accessible internet, free from control by any single entity. In other words, the internet we all take for granted. ### What is open display advertising? Open display advertising is the practice of placing banner or rich media ads across open websites via programmatic exchanges. --- ### Keywords: Importance, Types, Strategies URL: https://www.taboola.com/marketing-hub/keyword/ Last Modified: 2026-06-22 08:37:33 The internet is a seemingly endless trove of resources, but in the saturated world of online marketing, it’s easy for your website and ads to get lost. Keywords are crucial signposts that point consumers, as well as Google and other search engines, to your content. Keywords are terms and phrases that large segments of your target audience are searching for in their online queries. When these keywords are strategically incorporated into content, it communicates to search engines that your website answers your audience’s questions. As a result, your website will appear higher on the search engine results pages (SERP), making it easier for people to find your products and services, leading to more traffic and conversions. ## Understanding Keywords ### What Is a Keyword in Digital Marketing? In digital marketing, keywords are terms and phrases that represent your brand, and values that are important to your ideal customer. At the same time, search engines use keywords to identify and sort relevant content. By identifying what keywords your audience uses and incorporating them into content emphasizing experience, expertise, authoritativeness, and trustworthiness (E-E-A-T), companies can appear higher up in Google searches and attract new customers. ### Why Are Keywords Important for Search Engine Optimization? Keywords are important for search engine optimization (SEO) because they help Google determine what content people should see first. When people search for answers to questions or solutions to problems, they often click on results that appear high on the first page of their search results. When your website incorporates the same keywords your audience is searching for, while following E-E-A-T principles, the content has the potential to rank higher on Google and other search engines. Keywords can have a crucial impact on both organic and pay-per-click (PPC) traffic because they directly impact who sees your content. These search terms and phrases are essential for ad campaigns because they offer more potential for conversions, while reducing overall ad spend. Keywords fall into two categories: short-tail and long-tail. Short-tail keywords consist of one or two general search terms that people are searching at a high volume, but also words that other businesses use, making search engine ranking more competitive. Long-tail keywords are phrases of three or more words with lower search volume but less competition, potentially leading to longer-term traffic and sales. Determining the right short-tail and long-tail keywords depends on your industry and niche, but SEO tools like Google Keyword Planner can help guide research. ## Types of Keywords ### Informational, Navigational, and Transactional Keywords Several types of keywords relate to search intent: #### Informational Keywords These are used by individuals who are seeking information on a specific topic, or looking to learn or understand a new concept. Informational keywords are essential because they help build trust and expertise with your target audience. Although informational keywords sometimes suggest lower purchase intent, they present an opportunity to educate potential customers about your brand. For instance, a healthcare company might optimize for informational keyword searches like, “how to prevent heart disease.” #### Navigational Keywords These are search terms and phrases used by people looking for a website or topic on that website, such as “Facebook business page.” #### Transactional Keywords These indicate that a consumer is ready to buy a product or service, and have more potential for conversions. As a result, transactional keywords tend to include search terms that imply higher purchase intent, like “buy” or “download.” ### Branded vs. Non-Branded Keywords Branded keywords refer to any navigational keyword search that includes your brand name. Conversely, non-branded keywords are broader search terms that may be used by people unfamiliar with your business. While branded keywords help target customers who’ve already been to your website, non-branded keywords attract new leads by reaching a wider audience. ### Negative Keywords and Their Impact Negative keywords are terms and phrases that companies intentionally leave out of their SEO strategy. This ensures that your content will not appear in irrelevant searches for people who are less likely to click through content and convert to customers. For instance, luxury brands may exclude words like “discount” or “cheap.” ### Geo-Targeted and Seasonal Keywords #### Geo-targeted Keywords These are important for local businesses that want to target their content to customers in their area. By setting up a Google Business Profile, companies can gain insight into what keywords their local audience uses and tailor content accordingly. #### Seasonal Keywords These help companies optimize content for specific times of the year. A query for “Halloween stores in Phoenix” is an example of a geo-targeted keyword that utilizes seasonal search terms. ## Keyword Research Strategies ### How to Conduct Keyword Research Keyword research starts with understanding what your ideal audience wants and needs, and how this influences what they might be searching for online. After brainstorming words and phrases potential customers may use that relate to your products and services, you can use keyword data and SEO tools to get an idea of how many people are using these search terms and how competitive they are. ### Best Keyword Research Tools for Advertisers Free research tools like Google Keyword Planner and subscription platforms like Semrush and Ahrefs help marketing professionals identify and analyze keywords related to their brand and hone in on which terms have the most opportunity for ranking. Google Keyword Planner shows search volume for keywords and categorizes the level of competition for keywords as low, medium, or high. Semrush and Ahrefs are subscription services that combine search volume and competition with other data to determine keyword difficulty (a percentage between 1 and 100 that estimates how difficult it is to rank for specific search terms and phrases — the lower the keyword difficulty, the easier it is to rank high on search engine results pages). Google Trends can also help identify what keywords may spike in relevance during the news cycle or certain times of year. More comprehensive tools like Semrush track keyword data over time, identify trends with keywords, and recommend related keywords, phrases, and synonyms. Ahrefs also leverages search data to estimate potential traffic related to keyword trends and provides a graph showing how keywords' rankings change over time. ## Using Keywords in Campaigns ### Incorporating Keywords Into Ad Copy Once you’ve researched and compiled a list of relevant keywords, the next step is strategically incorporating them into ad copy. An effective optimization strategy involves using keywords in headlines, title tags, meta descriptions, the first paragraph, and around three more times throughout the content. That said, it’s also important to avoid over-optimizing content with excessive keyword use, which can backfire with SEO. Tools like Semrush can help flag keyword stuffing and suggest semantic keywords or synonyms for better ranking prospects. ### How Keywords Influence Quality Score Keywords have a significant impact on the quality score, a rating on a scale of 1 to 10 that gives marketing professionals an idea of how their Google ads compare to competitors. Keywords signal relevance to Google and other search engines, potentially helping your content to rank higher. This can then boost click-through rate (CTR), which increases an ad's quality score. Likewise, using branded and long-tail keywords that indicate an intention to purchase can also improve your conversion rate, positively impacting your quality score. Overall, a high quality score is crucial for successful campaigns because it makes it more affordable to bid on keywords, leading to higher ad positioning with a lower cost per click (CPC). ### Landing Page Optimization with Keywords Landing pages are crucial for keyword optimization because they have a specific goal, like signing up for a newsletter or purchasing a product. To appear high up in your audience’s search engine results page, you have to incorporate relevant keywords, ideally with lower competition and keyword difficulty. When customers click on a landing page, it suggests that they are ready to take action, so it’s important to create informative, detailed content while utilizing high-intent keywords like “buy now” or “subscribe.” Landing pages can also use keywords to link to internal content that can further educate consumers on your brand and increase CTR and conversions. ## Key Takeaways Keywords are terms and phrases that communicate to search engines how relevant your content is for your target audience’s online queries. Websites optimized with relevant keywords while adhering to E-E-A-T principles can rank higher on Google and other search engine results pages. Keywords with higher search volume and lower keyword difficulty have the best potential for SERP ranking. Remember that different keywords serve different purposes: While branded and long-tail keywords are good for targeting customers with high purchase intent, informational keywords can educate new customers. ## Frequently Asked Questions (FAQs) ### How do I find the right keywords for my business? To find the right keywords for your business, brainstorm about who your ideal customer is and what problems your products and services can help solve. For example, a wellness brand may want to engage with customers who are looking to improve their eating, exercise, and sleep habits, so keywords like “how to lose weight” or “best ways to improve sleep” would be long-tail keywords to research further. Free tools like Google Keyword Planner can give you a basic idea of how many people are using certain keywords and how competitive it is to rank for them. Subscription platforms like Semrush and Ahrefs can offer more detailed information about keyword difficulty and competitor analysis. ### What is keyword stuffing and why should it be avoided? Keyword stuffing is a manipulative SEO strategy that involves the excessive use of keywords to trick search engines into thinking that content is more relevant for queries than it is. The problem is that when irrelevant pages are ranked higher, it hurts the overall user experience and erodes trust in your brand. Since Google has made several core updates to its algorithm to address this issue in recent years, websites can get penalized for keyword stuffing with lower rankings. Resources like Semrush and Ahrefs measure content's keyword density and can help marketing professionals avoid over-optimization. ### How often should I update my keyword strategy? Companies should update their keyword strategy quarterly. However, any time Google announces a significant change to its algorithm, or if there are any major shifts in your industry, it’s important to reevaluate your SEO approach. Declines in traffic can also be a sign that you should reassess your keyword strategy. --- ### Meta Descriptions: What Are They? Why Are They Important? URL: https://www.taboola.com/marketing-hub/meta-description/ Last Modified: 2026-06-22 08:33:04 Meta descriptions are the unsung heroes of search engine results pages (SERPs). You can create the perfect blog post or landing page with the best research and optimize it to the nines with relevant keywords, but if your meta description is missing or isn’t optimized, users are unlikely to click through to your page, putting your content efforts out to pasture. Think of meta descriptions as your content’s elevator pitch, giving readers a taste of what’s to come if they click into that blue underlined link from Google. While these short descriptions don’t directly influence where your content ranks on SERP, they can make or break click-through rates (CTRs). ## Understanding Meta Descriptions Let’s talk about the basics: A meta description is an HTML element that provides a brief summary of a web page’s content. This snippet usually appears beneath the page title in search results, giving users a preview of what’s to come if they click through to your site. But, here’s where things get interesting: Search engines won’t always display your carefully crafted meta description, showing preference for content elsewhere on your page if the algorithm senses it better matches the user’s search intent. It’s Google’s Uno reverse card, if you will. ### Where Does the Meta Description Appear in Search Engine Results Pages (SERPs)? Meta descriptions occupy prime real estate in search results, just below the clickable page title and URL. On desktop, you’ll see the first one or two lines of text, while mobile results truncate it further due to screen size. The description often shows bolded keywords that match the search query, making relevant terms stand out visually. Sometimes, you’ll also see meta descriptions used via social sharing, though many platforms now use Open Graph tags instead. Additionally, meta descriptions can appear in Google News results, local business listings, and other specialized SERP features. ### What Is the Purpose and Importance of a Meta Description for SEO and Advertising? Meta descriptions are quality indicators for both users and search engines of content value and relevance. Meta descriptions aren’t a direct ranking factor on SERP, but they still play an indirect role in your content’s SEO success — Google uses these descriptions for the snippet in search results more than a third of the time, for instance. The primary purpose of a meta description is simple: Convince someone to click on your result instead of the other options on the page. This matters because Google considers user engagement signals like CTR when identifying the relevance and quality of your web page for specific queries. Higher CTRs can signal to search engines that your content is valuable and relevant. In turn, you could get more Google love through improved rankings over time. ## Key Elements of Effective Meta Descriptions Like other SEO elements, writing a compelling meta description is part art, part science. The best descriptions balance keyword optimization with clever copywriting, all within a strict character limit. Here are some key elements of effective meta descriptions: - Short length: Meta descriptions should be short, between 150 to 160 characters. - Compelling copy: Think about what motivates your target audience to click, and write your description accordingly. For instance, do they want quick answers, detailed tutorials, product reviews, or entertainment? Connect the dots in the meta description. - Action-oriented language: Avoid generic platitudes and get specific. So, instead of, “Learn more about X,” try, “Use 5 proven strategies that increase X by 200%.” See the difference? ### Should Meta Descriptions Include Relevant Keywords? How? Yes, they should, but there’s a fine line between a strategic keyword mention and trying to stuff the description to the brim with keywords. Relevant keywords in your meta description help search engines understand your content’s relevance and create visual anchors for users scanning the SERP. But, keyword stuffing can work against you and hurt user experience. Instead, incorporate your primary keyword and maybe one or two additional terms in a natural, unforced way that provides genuine value. Focus on search intent here: For example, if someone searches for “best budget laptops,” your description should include terms like “affordable,” “value,” or “budget-friendly” rather than regurgitating “budget laptops” several times. ### What Is the Importance of a Clear Call to Action in a Meta Description? A strong call-to-action (CTA) can give you a leg up on click-through rates by offering users a clear next step. Effective CTAs in meta descriptions are subtle and benefit-focused rather than having pushy sales language, which can be a turn-off. Use phrases like, “Discover how,” “Learn the secrets,” “Get your free guide,” or “Find out why.” These phrases build curiosity while suggesting concrete value that users will receive if they keep clicking. To accomplish this, match your CTA to search intent. Informational queries respond well to educational CTAs like “Learn” or “Discover,” while commercial queries might get a boost from action items like “Compare prices” or “Start your free trial now.” ## Impact on Click-Through Rate (CTR) Click-through rate is where meta descriptions work their magic. As discussed already, while they might not directly influence where your page ranks, they do play a key role in how many people actually go to your page once it ranks. ### How Does a Well-Written Meta Description Influence Organic Click-Through Rates? Strong meta descriptions set accurate expectations and highlight unique value propositions. When users see exactly what they’re looking for in your description, they’re more likely to click through — and to stay put once they arrive on your page. Research consistently shows that meta descriptions with specific numbers, emotional triggers, and clear benefits outperform generic copy. For instance, “5 Expert Tips That Doubled Our Conversion Rate in 30 Days” will likely beat “Tips for Better Conversion Rates.” The more specific and action-oriented, the better. ### What Are Some Common Mistakes That Can Lead to Low CTR from Meta Descriptions? Even if your content ranks well, certain missteps can hurt your CTRs. Duplicate meta descriptions across multiple pages is a frequent error, and identical or similar descriptions on every page of a site aren’t helpful when individual pages appear on SERP. Other CTR-killing mistakes include vague or generic language, descriptions that are too long and get truncated as a result, and descriptions that don’t match page content. Nothing frustrates users more than clicking on a promising description only to find irrelevant or lackluster content. Technical errors can also tank CTRs, such as missing meta descriptions. This forces search engines to create their own snippets, which seldom capture your content’s key selling points. Keyword-stuffed meta descriptions also read awkwardly and can signal low-quality content to users and search engines. ### How Can You A/B Test Different Meta Descriptions to Optimize for CTR? A/B testing meta descriptions requires patience and consistent tracking, but the payoff can be huge. Start by identifying pages with decent rankings but less-than-optimal CTRs; these represent your biggest optimization opportunities. Create two versions of your meta description: one control (your current copy) and one variant with different messaging, keywords, or CTA language. Tools like Google Search Console can help you track performance shifts, though you’ll need to give changes a few weeks to show statistically significant data. Stick to testing high-impact pages first, such as your homepage, primary product pages, or top-performing blog posts. Small wins on these pages can help drive significant traffic bumps across your entire site. ## Meta Descriptions in Paid Search Ads The same principles you use to write effective meta descriptions for organic search extend into paid advertising, where compelling ad copy directly impacts your ad ROI. ### How Are Meta Descriptions Used in Search Engine Advertising? In paid search, meta descriptions transform into ad descriptions — the text that appears below your headline in Google Ads. While the character limits and best practices aren’t wildly different, the stakes are definitely higher for paid search, since you're paying for each click. Paid search descriptions require clear value propositions, relevant keywords, and compelling CTAs to win eyeballs and clicks. However, you can afford to be more direct with commercial language in paid search metas, since users expect promotional content in paid ads. ### Do Ad Extensions Replace the Need for Compelling Meta Descriptions? Ad extensions enhance your ads with additional information like phone numbers, location details, or site links, but they don’t replace strong ad copy. Think of these extensions as bonus features that complement strong descriptions. The main ad description still does the heavy lifting of convincing users to click — extensions simply provide additional paths to conversion and make your ad appear more prominently on the page. On average, Google users click on a paid ad at a rate of 6.42%, according to WordStream’s Google Ads Benchmarks 2024 report. The combination of strong descriptions and relevant extensions is the perfect marriage for driving the best performance. ## Best Practices and Optimization To master your meta descriptions, you have to pay close attention to search behaviors, what your competition is doing, and how your own content strategy might shift over time. ### How Often Should You Review and Update Your Meta Descriptions? Meta descriptions aren’t a one-and-done task; they need constant care and attention. Here are some scheduled review cadences to consider: #### Quarterly Audit Schedule - Conduct comprehensive meta description reviews every three months. - Prioritize updates based on performance data, not arbitrary timelines. - Focus most attention on pages with strong rankings but low CTR. - Leave well-performing descriptions alone unless you make significant content updates. #### Content-Driven Updates - Major blog post revisions with new data or info. - Seasonal campaign launches or promotional periods. - Shifts in search trends or user behaviors. - Algorithm updates that impact SERP display formats. #### Monthly Performance Monitoring - Track Google Search Console data for CTR dips. - Identify pages where rankings improve but clicks don’t follow. - Flag pages with high impressions but low CTRs. - Monitor competitor SERP changes that might impact your visibility. ### What Tools Can Help You Analyze and Optimize Your Meta Descriptions? Numerous SEO tools can help you analyze and fine-tune your meta descriptions, with more AI-powered platforms popping up to help you optimize copy, too. The best option for you depends on your company’s budget, size, and content needs. #### Premium Tools: - Semrush. - Ahrefs. - Yoast SEO. - Screaming Frog. - DeepCrawl. - BrightEdge SEO. #### Free Tools/Resources - Google Search Console. - SERP Snippet Preview. - Character Counting Tools. - Google’s Mobile-Friendly Test. ### How To Handle Missing or Poorly Written Meta Descriptions at Scale When you spot bad meta descriptions or pages that are missing them, roll up your sleeves and get to work addressing the issue. First, you’ll want to prioritize based on three tiers: - Tier 1: Homepage, primary product pages, and top organic traffic pages. - Tier 2: Category pages, popular blog posts, and conversion-focused landing pages. - Tier 3: Archive pages, older content, and low-traffic supporting pages. #### E-commerce Solutions - Implement programmatic description generation for product pages. - Include key items like brand name, price range, and primary benefits. - Create dynamic templates that pull from product databases automatically. - Ensure consistency without sacrificing uniqueness across product variations. #### Template-Based Approaches - Blog Posts: " Tips That + ." - Product Pages: " + + + ." - Service Pages: " in + + ." - About Pages: " + + + ." ## Key Takeaways When done thoughtfully and well, meta descriptions can drive organic traffic to your site even though they don’t directly impact ranking factors. Well-optimized meta descriptions can increase CTRs by 30% or more, translating to big traffic wins even without a bump in rankings. Keep descriptions short and sweet (150 to 160 characters, max), include relevant keywords naturally, and focus on compelling value propositions that match search intent. Regularly audit and test your copy to find opportunities for improvement and maintain solid CTRs over time. ## Frequently Asked Questions (FAQs) ### Does Google always use the meta description I provide? Google uses them for the descriptive page snippet in the search results 37.22% of the time, according to Ahrefs. Search engines often create their own snippets when they think other page content better matches the user’s specific query. Create valuable, relevant descriptions instead of trying to force Google to use your exact text word for word. ### Are meta keywords still relevant? Meta keywords tags aren’t a thing anymore. Google, Bing, and other search engines ignore meta keywords entirely due to historical spam abuse. Instead, focus your keyword optimization efforts on title tags, meta descriptions, and actual page content. ### How important are emojis in meta descriptions? Emojis can help your search results stand out visually and, in some instances, boost CTRs, depending on the industry. However, the general rule of thumb is to use them sparingly and only if they truly add value or match your brand personality. When in doubt, don’t use emojis. ### Should every page on my website have a unique meta description? Yes, unique meta descriptions are necessary on each page to identify its purpose and target different keywords. Having identical or too-similar descriptions on every page of a site can confuse users and search engines. ### What are some examples of effective meta descriptions? Strong meta descriptions combine specific benefits, relevant keywords, and compelling, action-oriented CTAs. For instance, “Discover 7 proven email marketing strategies that increase open rates by 40%. Get actionable tips and free templates.” This description includes numbers, specific benefits, results, and a value-added offer, all within the character limit. --- ### Referral Marketing vs. Affiliate Marketing: Which Is Best for Your Business URL: https://www.taboola.com/marketing-hub/referral-vs-affiliate-marketing/ Last Modified: 2025-06-05 10:07:34 Referral marketing and affiliate marketing are both highly effective ways to help businesses drive sales and expand their audiences. While these marketing strategies work similarly, there are some key differences in how they’re structured, their target audiences, and the motivating factors that affect conversions. Below, I’ll compare referral marketing versus affiliate marketing to help you better understand which types of businesses, products, and goals these marketing strategies are best for. ## 12 Core Differences to Know Between Referral and Affiliate Marketing Referral Program Affiliate Marketing 1. Who does the referring? Content creators, influencers, or marketers who have an audience aligning with the business', and who usually have a connection to the business, such as having been past customers. Content creators who may not have connections with the business. 2. Relationship with potential customer Referral program participants often promote within their existing personal network, such as friends or family, as the personal connection helps establish trust. Affiliates often have no direct connection to the potential customer, and they target anyone reading the content. 3. Types of rewards Cash rewards, coupons, gift cards, account credits, or other non-cash rewards. Cash, as a percentage of sales generated or a flat fee. 4. Incentive structure Incentives are usually paid as a one-off. Incentives are a percentage of sales and are usually paid out monthly. 5. Promotion Participants may promote products or services via email, social media, and text. Marketers promote products or services via websites, blog posts, social media, ads, and videos. 6. Tactics Participants share a referral code within their networks. Affiliate marketers share an affiliate code through content on their established platform. 7. Trust and credibility Referral programs are usually seen as more trustworthy, because the person doing the referring often has a personal connection with the business. Affiliate marketing is sometimes seen as being less trustworthy, because the marketers don’t necessarily have personal connections to the business. 8. Audience reach The audience is limited to the participant’s network of friends or family. Audiences can be larger, depending on the established marketing platform and its reach. 9. Goals Expand the business' audience and reach customers who are likely to refer others. Expand the business' audience and drive sales volume. 10. Costs Costs are minimal, often including gift cards or discounts. Costs are based on the number or value of goods and services sold, and are a flat fee or percentage. 11. Tracking Referral link with embedded referral code. Affiliate link with an affiliate code. 12. ROI Dependent on product profits and incentive structure. Dependent on product profits and commission structure. ## Differences Between Referral and Affiliate Marketing Explained Through referral marketing and affiliate marketing, businesses can sell and promote their products or services to new audiences. Both of these strategies are effective ways to expand your marketing efforts, and since the individuals doing the promoting are outside of the business, they require minimal business staff time. Plus, since you only pay out incentives after sales are made, both of these marketing techniques are budget-friendly. While referral marketing and affiliate marketing can both help expand audiences, the strategies work differently and are often best suited for certain industries or goals. Many businesses successfully use both marketing strategies simultaneously. ### Referral Referral marketing, which is sometimes called ambassador marketing or word-of-mouth marketing, is based heavily on trust. In referral marketing, a business partners with a participant, who is often a current or previous customer. The participant refers the business' services or products to their existing network of friends and family. Since the participant or marketer is reaching out to current connections and has firsthand experience with the business, there’s an element of trust that can help build confidence and drive sales. Friends and family can ask the participant about their personal experience with the business, and since they’re already warm leads, referral marketing can generate higher conversions. Referral marketing incentives may include cash, but it’s more common for businesses to offer incentives like store credit, coupons and discounts, and free products. Program participants won’t necessarily receive incentives for every item or subscription sold — instead, the business may set an incentive structure, such as awarding a $20 gift card for every 10 products sold. For example, a referral participant who has bought hair care products from a certain business would receive a referral link to track their sales. The participant might email friends and family about a special sale on those hair products, including the code for their network to make a purchase. When anyone from the network buys the hair care products using the code, the sale is logged, and once the sales reach the designated milestone, the participant will receive an incentive. Referral marketing can be an excellent way to generate high-quality leads with a high conversion rate. Harvard Business Review found that customers who joined businesses through referrals made more purchases than customers who were acquired via other methods. Additionally, referred customers themselves end up referring 30% to 57% more new customers through referrals than other, non-referred customers. All in all, then, referrals can be a very valuable source of business. Referrals often work well in industries like B2B SaaS, financial services, and online insurance. In these industries, new leads often need to have a good degree of trust in the products and services they’re buying, and that trust is provided through their personal connection with the referral. Have a look at some of the best referral programs by industry in 2025. ### Affiliate Affiliate marketing can also help a business expand their audience and drive sales. Affiliate marketers have built a platform with a large audience, and they can promote a business' products on that site or through video, social media, and email. The marketer doesn’t necessarily have an established connection with the business or the products, though some marketers perform product testing and write product reviews to help build audience trust and drive sales. Compared to referral marketing, affiliate marketing tends to have a greater reach. While referral marketers reach out to their current personal networks, affiliate marketers can develop a much larger audience. They can also leverage the power of organic search, social media marketing, and more to help their content reach a larger audience, potentially increasing sales. Due to its success, affiliate marketing is rapidly growing. According to Business Research Insights, the global affiliate marketing industry reached $17.33 billion in 2024, and is predicted to reach $63.87 billion by 2033. Affiliate marketing can be a source of valuable data. By choosing a trusted affiliate network, your business can access a dashboard including detailed sales reports and statistics to help you better understand your audience and the affiliate program’s performance. Affiliate marketing incentives are cash-based, but businesses may structure them as a flat fee or a percentage of a product’s sale price. An affiliate marketer who has developed a platform, like a website specializing in smartphone advice, can sign up for an affiliate marketing program. The marketer will receive an affiliate marketing link to use for each recommended product, and they can embed that link into their website content. When consumers buy products using the links, each sale is tracked, and the marketer will receive the appropriate incentive. Affiliate programs often work well when selling individual products, as well as subscriptions. It’s excellent for the commerce industry, and it’s also effective for B2C subscriptions and online education courses. Since consumers may research high-value purchases, like when buying electronics or an appliance, affiliate marketing content that includes recommendations as well as detailed research and information on the products can help drive sales. ### Which Is Better? Both referral and affiliate marketing have advantages and disadvantages, and neither option is definitively better than the other. If you want to get started with referral or affiliate marketing, then consider which is right for your existing business and goals. Referral and affiliate marketing sometimes work better in certain industries: Affiliate marketing can work well for subscription-based products, while referral marketing can be a good fit when you’re promoting a purchase that relies heavily on trust, like when promoting a service provider such as a financial advisor or a performance advertising platform. Referral marketing can also work well for niche businesses, particularly if you have a network with a shared interest in that niche. ## Key Takeaways Referral marketing and affiliate marketing are both highly effective strategies that can increase your business' reach and help build your audience while driving sales. Businesses may use these techniques independently or together, depending on their goals. If trust is a major element in driving sales or you’re selling a niche product, you may find more success through referral marketing. Alternatively, if you’re running an e-commerce business or want to reach a broader audience, affiliate marketing may be the better choice. Both of these techniques can be a low-cost way to help build your audience, without requiring a significant time investment on your team’s part. ## Frequently Asked Questions (FAQs) ### Does referral marketing typically have a smaller but more engaged audience reach, compared to the potentially wider reach of affiliate marketing? Yes — since referral marketing is based on a marketer’s established network of connections, like friends and family, its audience reach tends to be smaller than the audience an established affiliate marketing platform could reach. Since a referral audience has an established connection with the marketer, though, that audience tends to naturally have more trust in the marketer. Additionally, since the marketer has usually purchased from the business or used the product they’re marketing, that experience and their connection with their audience can help build further trust and drive sales. ### How does the tracking of referrals differ from the tracking of affiliate sales? Businesses track referrals and affiliate sales using referral or affiliate links that are generated to be unique for each participant or marketer. The links include a code that signals the number of times each link has been used, as well as how many purchases or subscriptions the code was used to create. While the codes and links are very similar, referral and affiliate sale tracking differs in how the sales are monitored and counted. In affiliate marketing, marketers receive a commission for every sale generated, so every individual sale is counted. In referral marketing, participants may receive an incentive for a certain number of sales. For example, they might need to make 10 sales to qualify for an incentive. All of the sales are counted, but the business tracks how many incentive milestones are reached and then awards incentives accordingly. ### What types of rewards are typically offered in referral programs compared to affiliate programs? Referral program rewards can include cash, as well as other incentives like store credit, free products, discounts, or gift cards. Affiliate programs focus more on cash incentives, whether the cash is a percentage of the sales or a flat fee. --- ### 10 Worthwhile Referral Programs by Industry: SMBs, Marketers, Content Creators Opportunities URL: https://www.taboola.com/marketing-hub/best-referral-programs/ Last Modified: 2026-03-16 13:25:25 As businesses continue looking to referral programs to connect with new customers and grow revenue, it seems like everyone’s trying to find the best options. Since the “best” ultimately means the one that makes the most sense for your particular brand, it can be a tough nut to crack. With that in mind, below, I’ve broken down the best referral programs for each industry by straightforward features like value and accessibility. What’s changed in our 2026 update: - All entries include updated and current information, prices, and advice. - Pros and cons added to every entry. - All FAQs updated with new and current information. ## Best Referral Programs by Industry in 2026 ### 1. Digital Advertising: Realize This leading performance advertising platform is designed to help brands scale beyond the walled gardens of search and social, which continue to show diminishing returns. Realize’s tools incorporate advanced artificial intelligence (AI) to help marketers target customers on the open web by intent, rather than just identity. This makes it ideal for businesses interested in reaching customers at the decision stage through video placements, carousel ads, real-time A/B testing and optimization, and much more. Offer: Earn $1,000 cash when someone you refer spends $5,000 within 45 days. How it works: Simply join the program and start referring. You’ll be paid in cash, not ad credit, and you don’t even need to be a customer to participate in the referral program. Anyone can join: Whether you’re a marketer, publisher, or consultant, the simple structure makes it an easy program to learn. How to enroll: To join, you’ll simply fill out the signup form and submit your first lead. The team will review your application. Once you’re approved, the Realize team will take over onboarding your referred lead. Once the advertiser you refer reaches the spend threshold, you’ll be able to send an invoice and get paid. Pros: - Cash payouts. - Open to non-customers. - High referral reward. - Hands-off onboarding. Cons: - Spend threshold required. - Not currently accepting leads outside of the United States, Europe, and South America. ### 2. Email Marketing: MailChimp With more than half of the market share, it’s safe to say MailChimp is the most popular email marketing solution on the market today. In addition to its email tools, MailChimp also offers landing pages, a CRM, and tools for building social media posts and ads. Offer: Earn $30 in bill credits for each friend you successfully refer to the MailChimp platform. How it works: The MailChimp referral program works through a badge that you put in your emails and signup forms. That badge includes a link: When someone clicks on that link with cookies enabled and signs up for a paid plan within 60 days, you earn a commission. How to enroll: You’ll first need to enable the referral badge in your account settings. You can then add the badge to your website and emails. Credits will be applied automatically when someone clicks over and signs up for a paid plan. Pros: - Easy setup. - No approval process. - Automatic tracking. Cons: - Credit-only rewards. - Low payout value. ### 3. SaaS: Notion Notion is a productivity solution that combines note-taking, task management, and database tools. With more than 100 million users, Notion has become a go-to tool for freelancers and teams, who love its customizability and ease of use. While the initial payout for each referral is low, Notion offers an ongoing percentage that can keep paying dividends for the first year. Offer: Earn $50 per referral plus 20% of year-one revenue for each person you successfully refer. To qualify, a referrer must upgrade to a Plus or Business plan within 180 days of clicking your affiliate link. How it works: When you create a link through PartnerStack, you’ll then share that link through your own channels. You don’t have to sign up for anything, simply create a link and share. Commissions are paid to the owner of the last link the person clicked before signing up for the platform. How to enroll: To get started, sign into PartnerStack and create an affiliate link. Start sharing on social media, your website, through email, and anywhere else you interact with customers. You can immediately monitor your status in the PartnerStack dashboard. Pros: - Recurring commissions. - Long attribution window. - Strong brand adoption. Cons: - Paid plan required. - Competitive space. ### 4. Cloud Accounting: FreshBooks FreshBooks is an easy-to-use accounting platform geared toward small businesses and freelancers. Its tools make it easy for users to invoice, track expenses, and prepare for taxes. Since its founding in 2003, FreshBooks has attracted more than 30 million users. Offer: Earn a $100 account credit for each new user you bring to the platform, once they remain a paying subscriber for at least 60 days. How it works: FreshBooks offers a referral link that you can use to invite others to join. When someone signs up using that link, you’ll be noted as the referrer. As long as the person remains a paying member for 60 days, you’ll receive an account credit. How to enroll: While logged in to FreshBooks, choose your profile picture or initials in the top-right corner, then select Refer a Friend. From there, you can either copy the link, enter the email address of the person you want to refer, or click a social share icon. Pros: - Simple referral link. - Clear qualification rules. - SMB-friendly audience. Cons: - Account credit only. - Limited earning potential. ### 5. Banking and Fintech: SoFi SoFi is a financial technology (fintech) company that offers loans, investments, banking services, and more. The company focuses on younger demographics who like the ease and convenience of online banking. Offer: SoFi has a variety of referral options for members, with rewards ranging from $50 to $1,500. The biggest rewards come from its student loan division, but you can also earn $300 by referring someone who takes out a personal loan. How it works: You’ll need a SoFi account to participate in the referral program. One of the biggest differentiators between SoFi and other referral programs is that you’re prohibited from blasting the offer to your entire network — you’re encouraged to only share the link with people you know personally. How to enroll: In the SoFi app, log in and click on Refer a Friend. Use that referral link to get started. Pros: - High-value rewards. - Multiple referral options. - Trusted consumer brand. Cons: - Account required. - Restricted sharing. ### 6. E-Commerce: Shopify Shopify provides online stores and retail point-of-sale systems to businesses across the globe. The built-in tools make it easy for even the smallest startup to build a store and begin selling to customers. In addition to storefront builders, the site also provides payment processing services and marketing tools. Offer: The Shopify Partner Program offers commissions of up to 20% of a referred merchant’s monthly subscription. The platform also offers limited-time offers like a current (at time of writing) offer to earn $500 for every referred client in addition to the 20% commission. How it works: Shopify encourages members to participate in the platform in a variety of ways, including referring new members, building apps, and developing themes. The exact amount you can make depends on where you’re located, what subscription tier you’re on, and the types of contributions you make. How to enroll: Current Shopify customers can sign up by joining the Shopify Partner Program. Once accepted, you’ll have access to a dashboard that lets you manage referrals and submit apps or themes. Pros: - Recurring commissions. - Bonus incentives. - Partner dashboard. Cons: - Approval required. - Variable payouts. ### 7. Cloud Storage: Dropbox Dropbox has become one of the top ways to transfer files via the cloud. The simple user interface and vast product integrations have it dominating the space, even as contenders like Google Drive and OneDrive grab a share of the market. Offer: Earn 500 MB in free storage when you successfully refer someone. If you’re a paid user, you’ll earn 1 GB for each successful referral. Once the person you refer creates an account, both you and the person you refer will see the extra storage in your accounts. How it works: Refer a friend, family member, associate, or anyone else to Dropbox and you’ll both receive free storage. You’ll get the maximum reward if you’re a paid member, which costs $9.99 a month. How to enroll: You don’t have to sign up for a program to invite others to join Dropbox: Simply log in to your account via either the website or mobile app. You’ll then click Refer a Friend under Settings. You can also copy the invite link and send it to others. Pros: - Instant rewards. - No application. - Two-sided incentive. Cons: - No cash payouts. - Low reward ceiling. ### 8. VPN Service: NordVPN Privacy is a serious concern these days, and virtual private networks (VPN) provide some much-needed protection. NordVPN is one of the top contenders in the VPN space, offering accounts for as little as $3.09 a month. Offer: NordVPM has recently shifted its emphasis to an affiliate model that rewards partners with revenue share based on subscription length. How it works: When someone joins using your referral link, you’ll automatically get three free months of service. Your friend will get three free months for choosing a 1- or 2-year plan, but only one free month for signing up to pay month by month. How to enroll: Sign in to your NordVPN account and choose Refer a Friend from the options on the left. You can also find the referral link under Settings in the mobile app. Pros: - Revenue-share model. - Two-sided rewards. - High consumer demand. Cons: - Service credits only. - Limited long-term value. ### 9. Web Hosting: Bluehost Bluehost is one of the top web hosting and domain registration services, largely known for its WordPress integrations. Its setup attracts small businesses, bloggers, and e-commerce startups looking for affordable and easy-to-use hosting. Offer: Earn $65 per qualified sale. How it works: Bluehost’s referral setup is more of a traditional affiliate model, with members placing links and banners on their website to entice clicks. Once you’ve set up your links, you can use Bluehost’s built-in marketing tools to boost your success. How to enroll: Bluehost customers simply sign up to get a referral link. From there, you can browse a library of advertising images, including banners and ads. You’ll then place the image(s) on your website to start attracting referrals. Pros: - Cash commissions. - Affiliate tools included. - Easy link placement. Cons: - No recurring revenue. - High competition. ### 10. Online Education: Thinkific Thinkific is a popular platform that lets educators and creators build and sell online courses. The built-in course creation tool walks educators through building a class and launching it. Both educators and businesses use Thinkific to host courses they promote to their target audiences. Offer: Earn 30% lifetime commissions on all referrals who sign up for an annual or monthly paid plan. How it works: When someone clicks on your referral link and signs up for Thinkific, you’re tagged as the referrer. You’ll then earn a commission on that person’s monthly or annual plan payment. Thinkific caps annual commissions at $1,800. How to enroll: When you join Thinkific, you’ll receive a welcome message on PartnerStack. This message includes a referral link that you can then use to invite others. Pros: - Lifetime commissions. - Recurring payouts. - Creator-focused audience. Cons: - Annual commission cap. - Partner approval required. ## Key Takeaways Referral programs serve as one of the most affordable ways to scale customer acquisition in 2026. In digital advertising, programs that pay cash instead of ad credit stand out, but marketers may also want to look for options that are open to non-members. ## Frequently Asked Questions (FAQs) ### What are the typical conversion rates for referrals in different digital advertising niches? Conversion rates vary widely, but for performance-driven campaigns, conversion rates of 3% to 10% are typical. Rates tend to be higher in some industries than others. In SaaS, referral conversion rates are often significantly stronger than in e-commerce. It’s common to see SaaS referral conversions in the 15% to 30% range, compared with 5% to 10% in e-commerce. The difference is largely driven by buyer intent. SaaS audiences are often already familiar with a product’s value before recommending it, which makes referrals more deliberate and more likely to convert. ### What are the eligibility requirements to join different referral programs? While Realize’s cash-based referral program is open to everyone, that isn’t the norm. In most cases, you’ll first need to be an existing customer or registered partner. You may also need to apply and wait for approval, which means a program administrator will ensure your application meets all requirements, including that you’re the minimum age. For more selective referral programs, applications are typically reviewed to ensure brand alignment and compliance. This often means providing links to websites or social media accounts, outlining general promotional strategies, and explaining where and how the product or service will be promoted. ### Which referral programs are best suited for SMBs? Small and midsize businesses (SMBs) can be limited by their budgets and short history. For that reason, it’s best to target referral programs with low barriers to entry, no spend commitments, and cash-based incentives. Programs that perform best for SMBs tend to minimize complexity. A single, clear incentive — such as a discount or free month — combined with automated delivery can reduce friction while also encouraging participation. When the offer is closely aligned with user intent, these referral programs commonly see conversions as high as 12%. ### Why have referral programs become so popular, especially in the SaaS world? Referral programs have emerged as a great way to bring in revenue while also reaching new audiences. This is especially beneficial for SaaS-based businesses, which have seen rising customer acquisition costs and ad fatigue in recent years. In crowded digital environments, referrals scale trust more effectively than traditional paid advertising. Recommendations from peers feel more authentic than ads, helping brands move past skepticism and drive higher-quality conversions. Referral Program Industry Offer Realize Performance Advertising Earn $1,000 cash when someone you refer spends $5,000. MailChimp Email Marketing Earn $30 in bill credits for each friend you successfully refer to the MailChimp platform. Notion SaaS Earn $50 per referral plus 20% of year-one revenue for each person you successfully refer. FreshBooks Cloud Accounting Earn a $100 account credit for each new user you bring to the platform. SoFi Banking and Fintech Rewards ranging from $50 to $1,500 (e.g., $300 for personal loan referrals). Shopify E-Commerce Commissions of up to 20% of a referred merchant’s monthly subscription, plus limited-time offers. Dropbox Cloud Storage Earn 500 MB (free user) or 1 GB (paid user) in free storage for each successful referral. NordVPN VPN Service Revenue share based on subscription length. Bluehost Web Hosting Earn $65 per qualified sale. Thinkific Online Education Earn 30% lifetime commissions on all referrals who sign up for an annual or monthly paid plan. --- ### Pay-Per-Click: Understanding The Role of PPC URL: https://www.taboola.com/marketing-hub/pay-per-click/ Last Modified: 2025-06-30 08:58:32 Pay-per-click (PPC) advertising is one of the most effective ways to achieve your campaign goals, whether you’re trying to drive traffic to a website, generate leads, or increase sales. To maximize your ad spend, you need to understand how to create and manage an effective PPC campaign. In this guide, I’ll explain how PPC works, explore the different PPC ad types, review major ad platforms, and share some practical tips for setting up and managing your next PPC ad campaign. ## What Is Pay-Per-Click (PPC)? Pay-per-click is a type of digital advertising where advertisers pay for each click on their ads. It’s essentially a way to purchase visits to your website or app, rather than attempting to drive traffic through organic search. ## How Does PPC Work? PPC operates on an auction-based system. Advertisers bid on specific keywords or audience segments. When a user searches for a keyword or content related to a keyword, the ad platform runs an auction to determine which ads to display to the user. Here’s how the PPC auction process might look: - Keyword targeting: Advertisers select keywords that they wish to target. - Bid submission: Once the keywords are chosen, advertisers set the maximum amount, or bid, they are willing to pay for a click. - Ad quality evaluation: The ad platform assesses the relevance and quality of each ad. - Ad placement: Ads appear based on the combination of the bid amount and quality score. The beauty of PPC advertising is that if you can create a high quality ad that matches the user’s intent, you can win a higher placement at a lower cost than other advertisers. ## Why Is PPC Important? PPC has several advantages that have made it a critical element of most digital marketing strategies. For starters, PPC ads can generate traffic almost immediately — SEO, while vastly cheaper, can take months to see results. PPC ads also target specific audience segments, which ensures ads are delivered to users looking for specific solutions. Because PPC ad platforms include in-depth tracking and analytics, you can easily measure return on investment (ROI) by evaluating your cost-per-click (CPC), conversion rates, and return on ad spend (ROAS). Finally, you can quickly scale PPC campaigns up or down, allowing you to tailor them to your business’ specific needs. ## What Are the Different Types of PPC Ads? ### Search Ads The most common type of PPC ad is the search ad. These appear on search engine results pages, such as Google SERP, when users enter relevant keywords. Search ads are driven by keyword targeting and are a great way to capture high-intent search traffic. ### Display Ads Display ads are ads that use images, videos, and text to draw viewers. They often include a call to action button and can be placed in different areas of a website, social feed, or app. Display ads also come in various sizes and dimensions, and are excellent for brand awareness and retargeting campaigns because they combine visual appeal with precise audience targeting. Depending on the display ad network, advertisers can opt for a PPC pricing model, as well as CPM (cost per mille), CPA (cost per action), CPL (cost per lead), and more. ### Native Ads Unlike display ads, which are designed to stand out from the surrounding content, native ads blend seamlessly into website or app content, which can make them hard to distinguish as ads. They often appear in-feed on social media posts, online games, or video streaming platforms. Native ads often use a PPC model, which means you’ll only pay when a user clicks on your native ad, and not for impressions. For an idea of their effectiveness, this case study explains how global sportswear giant Adidas successfully boosted its brand awareness using a native ad campaign powered by Taboola. ### Shopping Ads Shopping ads are designed to showcase store names, product images, prices, and descriptions directly on search engines. They’re highly effective for e-commerce businesses looking to drive sales. When it comes to PPC campaigns, the average CPC on Google Shopping ads varies by industry. However, data provided by Mega Digital in 2023 showed that among popular industries, retail had the lowest CPC at $0.85, whereas automotive was $3.11. The shopping ad below appeared after a search for “New Balance running shoes:” ## Common PPC Advertising Platforms You can run PPC campaigns on a wide range of ad networks, each one offering unique strengths and audiences. ### Google Ads Google Ads is the most well-known PPC platform. Your ads can appear on Google Search, Google Maps, YouTube, Gmail, and the Google Display Network. With more market share than any other ad platform, Google Ads is ideal if you need massive reach across search, YouTube, mobile apps, etc., are in a high-volume market, or are looking to scale quickly. ### Bing Ads Bing Ads, also known as Microsoft Ads, is a cost-effective alternative to Google Ads. While it lacks Google’s market share and reach, it offers a similar interface and less competition, and according to Wordstream, its average CPC rates are 33% lower than Google Ads. ### Realize If you’re looking to expand your reach beyond search and social, you’ll want to consider a performance marketing platform like Realize. The platform allows you to create and target display ad campaigns within minutes, then run them on premium publisher websites with high-intent audiences, such as USA Today, The Weather Channel, NBC, MSN, Business Insider, Bloomberg, and CBS. Realize uses AI and machine learning to target users by intent, rather than just identity, as well as automatically optimizing your PPC campaigns, helping you maximize your ROI. ### Facebook Ads (Meta Ads) Meta Ads run on Facebook, Instagram, Messenger, and the Audience Network, and is one of the most powerful PPC platforms when it comes to targeting, scalability, and A/B testing. You can target users by demographics, interests, and behaviors, and build custom and lookalike audiences. In addition, your PPC campaigns can optimize for traffic, leads, conversions, video views, engagement, app installs, and more. ### Amazon Ads Amazon Ads is ideal for e-commerce PPC advertising within the Amazon ecosystem. Amazon users are already on the site to research or buy specific products, making this a high-intent platform. You can target by keyword, product, product category, or audience segment, e.g., demographics, interests, remarketing, etc. Because purchases happen on Amazon, it's very easy to measure ad performance. ## How to Do Effective PPC Keyword Research One of the most effective ways to run a PPC campaign is by targeting high-opportunity keywords. It takes a lot of practice and testing, but the better you get at this, the more likely you are to reach the right audience. Here are some best practices to follow: ### Brainstorm Ideas Before you dive into keyword research tools or other data, put yourself in your customer’s shoes. What words or phrases would someone use if they were looking for your product or service? This is all about capturing ideas before you filter or optimize. Sites like Answer The Public can be useful for finding keywords adjacent to your main target. ### Use Keyword Tools Once you’ve built an initial keyword list, leverage keyword tools that can provide you with valuable data on search volume, keyword competition, and cost-per-click. While premium tools like Semrush or Ahrefs are very expensive, there are more reasonably priced options, such as Ubersuggest, as well as free keyword tools, like Google Keyword Planner. ### Focus on Intent Remember that not all keywords are created equal. If your goal is to sell a product or service, you’ll want to prioritize transactional or commercial keywords over informational keywords. For example, if you’re selling tennis rackets, you would rather target “where to buy a tennis racket,” (transactional), or “best beginner tennis racket for women,” (commercial). Keywords such as “how to buy a tennis racket” or “how heavy is a tennis racket” are informational keywords that show little purchase intent. ### Identify Negative Keywords Make sure you use negative keywords in your PPC campaign. This will prevent your ads from being shown for irrelevant search queries, and help you avoid wasting ad spend on low-quality traffic. Using the tennis racket example, if you sell high-quality, new tennis rackets, you might want to include negative keywords like “restring,” “stringing services,” “tennis racket repair,” or “pickleball paddle.” ## How to Manage PPC Campaigns Creating a PPC campaign is just the first step. Once your campaign is live, it’s critical that you manage it effectively. Here are some tips to maximize your ad performance: ### Set Clear Goals Your PPC campaign should have clearly defined goals and KPIs. Is your primary objective to drive website traffic, generate leads, make sales, or get return on ad spend? During the campaign, you can track different metrics, like CPC, CPL, CPA, CTR (click-through-rate) and conversion rates, to assess your ad performance against your goals. ### Optimize Your Landing Pages While it all starts with creating a high-quality ad, the great user experience needs to continue on your landing page. Make sure you’re using high-quality visuals, relevant and compelling messaging, and clear calls to action (CTAs) on your landing pages. Also, ensure your landing page loads quickly, as slow load times can lead to higher bounce rates and wasted ad spend. ### Always A/B Test Your Ads A/B testing refers to the process of comparing two different versions of an ad or landing page to see which one performs better with users, based on your campaign goal. By testing different deadlines, product descriptions, CTAs, or even landing pages, you can improve your campaign performance. ### Monitor Your Budget As you identify your top performing ads and keywords, don’t hesitate to reallocate your campaign budget accordingly. Doing so will lower your CPC and improve the performance of your PPC campaign. ## How to Track Your PPC Campaign’s Performance Effective PPC campaigns depend on your ability to understand the data. By tracking your performance, you can avoid the guesswork and make decisions based on results. Here are some ways to do that: ### Track Conversions The major ad platforms all have conversion tracking capability. Take advantage of these features to see which actions users are taking after they click on your ad. Actions can include a newsletter sign-up, webinar registration, form submission, purchase, and more. ### Track Cost Per Click (CPC) Monitoring your Cost Per Click is crucial for understanding the efficiency of your ad spending. CPC tells you how much you're paying for each click on your ad. By tracking CPC, you can identify which keywords, ad groups, or campaigns are costing you more or less per click, allowing you to adjust bids and optimize your budget for better returns. A high CPC might indicate strong competition or a need to refine your targeting. ### Use Analytics Tools such as Google Analytics can help you track user behavior when they land on your website. Consider metrics like bounce rates, time on page, time on site, and pages per session. ### Evaluate Attribution Models Attribution models determine which ads or marketing steps helped someone decide to make a purchase or take an action. This helps you understand what step in your campaign worked best. Common attribution models include last-touch, first-touch, linear, and time decay: - Last-touch attribution: Full credit for the conversion is given to the last action the user took before converting. - First-touch attribution: Full credit for the conversion is given to the first action the user took before converting. For example, if they clicked on a Google Search ad, then later clicked on a Facebook ad to make the purchase, the Google Search ad would get the credit. - Linear attribution: Equal credit is shared across all actions. For example, Google Search Ad → Facebook Ad → Email sign-up. All three touchpoints receive equal credit (33%). - Time decay attribution: The action closest to the conversion gets the most credit, but the other actions still receive some credit. The best attribution model for your PPC campaign will depend on your campaign goals, and the complexity of the customer journey. ## Key Takeaways PPC advertising offers a powerful way to reach high-intent audiences and drive measurable results while you maintain full control over your ad spend. Focus on choosing the right ad platform for your business goals, targeting high-intent keywords, optimizing your landing pages, and continuously testing your ads. Also, remember to monitor your PPC ad campaign’s performance by tracking conversions and making use of the available data. With time, and by following the right strategy, PPC can help fuel the growth of your business. ## Frequently Asked Questions (FAQs) ### PPC vs. SEM vs. SEO: What’s the difference? PPC (pay-per-click) is a form of paid digital advertising where advertisers pay a fee every time an ad is clicked. SEM (search engine marketing) includes both PPC and search engine optimization (SEO), and refers to any marketing effort that involves search engines (Google Ads is a good example). SEO involves optimizing your website for organic, unpaid traffic. ### PPC vs. CPC: What Is The Difference? PPC (Pay-Per-Click) is an advertising model where businesses pay a fee each time a user clicks on their online ad, essentially "buying" website visits rather than earning them organically. CPC (Cost-Per-Click), on the other hand, is a specific metric within the PPC model, representing the actual amount an advertiser pays for each individual click, making it a vital measure for evaluating campaign efficiency and cost. Feature PPC (Pay-Per-Click) CPC (Cost-Per-Click) Nature An advertising model or strategy A specific metric or cost Scope The overall system of paying for clicks The actual price paid for each click within that system Role How you acquire traffic to your website How much each unit of that traffic costs you Application Setting up campaigns, choosing platforms, targeting, etc. Analyzing campaign performance, optimizing bids, managing budget ### What are cost caps? Cost caps are bidding strategies that help you control your average costs by allowing you to set the amount you’re willing to pay per action or conversion. For example, let’s say you’re using cost cap bidding on Facebook Ads. If your target cost per lead is $10, you can set that as your cost cap. Facebook will then attempt to generate as many leads as possible at or below that amount. ### What is targeted reach? Targeted reach refers to the number of users your ad can reach within a specific audience segment. When using PPC platforms, you can target by location, interests, behavior, and more, increasing the chances of your ad being seen by the right people at the right time. --- ### Targeting: What It Is, How It Works URL: https://www.taboola.com/marketing-hub/targeting/ Last Modified: 2026-06-24 12:25:37 If you were out fishing for striped bass, would it be best to use a three-way swivel rig or a trawling net? For those of you who aren’t anglers, I’ll just tell you right away that it’s the former, the three-way swivel rig, which is one of several fishing rigs often recommended for landing stripers. Now, a trawling net may well catch a few striped bass, but it will also haul in cod, shrimp, mullet, hake, rocks, trash, an old boot, and so much more. Long story short, you’d be casting much too wide of a net — literally — to accomplish your goal, and you’d be wasting a lot of time and effort catching all that unwanted stuff. When it comes to digital marketing, if you’re not targeting your audiences properly, then you’re likely casting too wide of a metaphorical net, and you might not even be catching your desired audience along with all the chum. ## Understanding Targeting in Digital Advertising When it comes to digital advertising, targeting refers to the practice of identifying and reaching specific groups of consumers who are most likely to be interested in a particular product, platform, service, and so on. It's a core element of effective online and in-app marketing strategies, as it allows advertisers to deliver relevant messages to the right audiences in the right places at the right times, thereby maximizing the impact of their ad campaigns and minimizing wasted ad spend. ### What Are the Different Levels at Which You Can Target Audiences? Audience targeting in digital advertising can be applied at multiple levels within a larger campaign structure. Generally, you can target audiences at the whole campaign level with some materials, as part of a smaller ad group, and with further refined ad levels. This allows for ever more granular targeting, from broad campaign-level targeting to highly specific ad-level targeting. Effective targeting is crucial for successful marketing campaigns because it allows advertisers to focus their efforts on the most likely prospects, resulting in higher engagement, more effective messaging, and ultimately a better return on investment (ROI). By understanding your audience's needs, interests, and behaviors, you can tailor your campaigns to resonate with them, leading to increased conversions and stronger brand relationships. ## Types of Targeting Options Today’s performance advertisers have access to a sophisticated suite of targeting strategies designed to reach users based on who they are and how they act online, scale, and optimize for conversions and lower CPAs in real-time. ### What Are Demographic Targeting Options? Just as the phrasing suggests, demographic targeting options in marketing include targeting audiences based on their age, gender, location, income, education levels, and more. These factors help marketers create more relevant and personalized campaigns that resonate with their intended audience. This is similar to the concept of audience segmentation. ### What is Broad Targeting? Broad targeting is a dynamic advertising strategy that shifts the heavy lifting of audience selection from the marketer to the platform's machine learning. Instead of manually defining strict demographics or interests, you allow the algorithm to serve as your primary scout. By operating with minimal restrictions, the system enters a phase of continuous testing and iteration. It analyzes real-time user behavior to identify who is most likely to engage with your content. Essentially, you define the objective—such as sales or lead generation—and the platform’s AI scours the landscape to match your ad with the users most likely to convert. ### What Are Interest-Based Targeting Options? Interest-based targeting options in online advertising allow marketers to reach users based on their interests as established by online behavior. This is achieved by tracking user activity, including website visits, content consumption, social media interactions, and other data points. ### What Are Behavioral Targeting Options? Behavioral targeting is a combination of techniques that use people's actions — like website interactions, purchase and browsing histories, and more — to deliver highly relevant marketing messages. The more information marketers get from tracking their audience, the better they will know their behavior online. ### What Is Contextual Targeting? Contextual targeting is an advertising technique that displays ads based on the content of a web page or application. It leverages the context of the web page, including keywords, topics, and overall content, to show ads that are relevant to the specific content the user is viewing. ### What Is Remarketing or Retargeting? Remarketing, also known as retargeting, is a digital marketing technique where businesses re-engage with individuals who have previously interacted with their website or brand. It involves displaying ads to these users on other websites, social media platforms, or even within email campaigns, aiming to remind them of their previous interaction and encourage further engagement or a conversion. ### What Are Lookalike Audiences? Lookalike audiences, also known as similar audiences, are a type of audience targeting used in online advertising. They are created by using algorithms to identify individuals who share similar characteristics to a source audience you provide, such as your existing customers. As opposed to broad targeting—which relies on the platform to find an audience from scratch—lookalikes use your specific data as a roadmap. This allows you to reach a wider audience of people who are likely to be interested in your products or services, without relying on traditional demographic targeting. ### What Is Device Targeting? Device targeting involves tailoring content or actions based on the specific device being used by the audience. This can include targeting device types like smartphones, tablets, or computers, as well as factors like operating system, model, or even carrier. ## How Targeting Improves Ad Performance Targeting advertising campaigns optimizes your budget by ensuring your ads are shown to the most relevant audiences, reducing wasted ad spend and increasing efficiency. By reaching the right people with the right message, you can improve ROI and achieve higher conversion rates, making your advertising budget work harder. ### How Does Targeting Help You Reach the Right Audience? Targeting helps with reaching the right audience by enabling businesses to tailor their messaging and channels to specific groups based on their demographics, interests, behaviors, and location. It essentially increases ad relevance and engagement by ensuring ads are seen by the intended target audience, making them more likely to resonate and allowing for more efficient and effective marketing campaigns, leading to higher engagement and conversion rates. ### How Can Targeting Improve Click-Through Rates (CTR)? Targeting helps improve click-through rates (CTR) by ensuring your ads reach the right users, leading to more relevant clicks. By refining targeting criteria and using tools like audience segmentation, you can narrow your reach to individuals who are more likely to be interested in your message, thereby boosting engagement. ## Ethical Considerations in Targeting ### What Are Some Ethical Concerns Related to Certain Targeting Practices? Certain targeting practices raise ethical concerns due to potential privacy violations, discrimination, and manipulation of consumer behavior. Concerns include the use of personal data without consent, algorithmic bias leading to unfair targeting, and the exploitation of vulnerable groups. It can also be a serious problem if marketers target children or people with reduced mental faculties. ### How Do Privacy Regulations Impact Targeting Options? Privacy regulations, like the GDPR (General Data Protection Regulation) and the CCPA (California Consumer Privacy Act), impact targeting options by limiting the ability to use extensive data collection and tracking for personalized ads. This forces marketers to adapt their strategies and explore alternative methods, like contextual advertising and first-party data. ### What Is the Importance of Transparency In Ad Targeting? Transparency in ad targeting is crucial because it fosters trust, builds stronger relationships with consumers, and ensures ethical and legal compliance on behalf of the marketers. It helps consumers understand why they are seeing specific ads, allows them to make informed decisions about their online experiences, and helps them to gain confidence in the advertising platforms and the people behind them. Transparency also benefits advertisers by helping to avoid potential legal issues or consumer backlash. ## Best Practices for Effective Targeting Testing and refining targeting strategies is crucial because it helps ensure that marketing efforts are focused on the right audience, resulting in more effective campaigns, improved ROI, and a deeper understanding of customer preferences. This process allows marketers to identify what works and what doesn't, leading to more efficient resource allocation and better customer experiences. You should review and adjust your targeting settings regularly, ideally at least weekly. This allows you to stay on top of ad performance, identify potential issues early, and make necessary adjustments to your strategy. More detailed reviews, such as monthly or quarterly, can help you assess progress toward longer-term goals and make more significant adjustments. ### How Do You Align Your Targeting with Your Campaign Goals? To most effectively align targeting with campaign goals, start by clearly defining your goals and make sure you have a true understanding of your target audience. Then, choose the right channels and formats to reach them, and continuously monitor and evaluate your campaign's performance to make necessary adjustments. To avoid overly narrow or overly broad targeting, a balanced approach is crucial. Start with a broader targeting strategy to assess the potential reach and effectiveness, then refine it based on performance metrics, insights, and audience segmentation. Consider factors like demographics, interests, and purchasing behaviors when defining your target audience to retarget them effectively.. ### How to Combine Different Targeting Methods for Better Precision To combine targeting methods for better precision, marketers can leverage a multi-faceted approach, including aligning audience segments across platforms, using first-party data, and refining targeting based on performance. By layering and refining different targeting methods, you can create hyper-specific campaigns that resonate with your audience. ## Key Takeaways Targeting in advertising offers significant benefits, including increased personalization, improved ROI, and enhanced customer engagement. By delivering relevant messages to specific audiences, businesses can optimize resource allocation, boost conversion rates, and foster stronger customer relationships. Delivering relevant content to the right audience can also enhance brand recognition and improve overall brand perception, while reducing waste and maximizing the impact of advertising spending. ## Frequently Asked Questions (FAQs) ### What is the difference between audience targeting and content targeting? Audience targeting focuses on reaching people based on who they are (demographics, interests, behaviors), while content targeting focuses on reaching people based on the content they are engaging with (specific websites, keywords, apps, and so on). Think of audience targeting as fishing for specific types of fish with a unique bait, and content targeting as fishing in specific locations where those fish are likely to be found. ### How can I determine the best targeting options for my business? To determine the best ad targeting options for your business, you need to understand your target audience, their needs, and how your business can best address them. This involves analyzing your existing customers, researching the market, and conducting competitor analysis. By focusing on the most relevant and responsive segments, you can maximize your marketing efforts and achieve better results. ### Can targeting too narrowly limit my reach? Yes, targeting too narrowly can significantly limit your advertising reach and effectiveness. While precise targeting can improve ad relevance and potentially lower costs, over-refining your audience can result in a smaller pool of potential customers and reduce overall ad delivery. This can hinder your ability to achieve broader awareness, especially for products or services that appeal to a wider audience. ### What are some emerging trends in ad targeting? The most notable emerging trends in ad targeting include a strong focus on AI and machine learning for personalization and automation, the rise of short-form video ads, and the increasing importance of data privacy and ethical marketing practices. --- ### UTM Codes: Urchin Tracking Modules Explained URL: https://www.taboola.com/marketing-hub/utm-code/ Last Modified: 2026-04-12 07:01:16 The term Urchin Tracking Module may not be part of everyone’s daily vocabulary — certainly, it doesn’t roll off the tongue, and seeing one can look like reading a new language. But, what’s more commonly known as a UTM code, UTM parameter, or UTM tag, tells a data-rich story for digital marketers to dive into and dissect. ## Understanding UTM Codes A UTM code is the long string of information attached to a URL following a domain (or host, frequently ending in dot com) and, if applicable, path (child or sub page from homepage). Starting with a question mark and including letters and characters, this code tracks the effectiveness of different marketing tactics. ### What Is the Purpose of Using UTM Codes in Digital Marketing? Within the UTM parameters are words that signify where online the user came from, and how they interacted with different digital marketing products. Information gained from a UTM tag is used to better understand how different tactics drive users to the page, behaviors of specific users, and overall user trends. The key to gleaning these insights is feeding the information from a URL string into a web analytics tool, such as Google Analytics, or a measurement tool or dashboard within a marketing or advertising solution. ### How Do UTM Codes Help Track the Performance of Marketing Campaigns? Marketing teams determine the UTM codes that are used, meaning there are a finite number of parameters, and each tag is determined by marketers themselves. Think of this as limited, structured data being collected, as opposed to open-ended information. The information being collected is pre-determined based on how teams want to track results and parse the data collected for attribution. Examples of how UTM codes can provide actionable analytics include: - More precisely pinpointing traffic sources: Analytics often attribute how someone landed on your site either as direct (e.g., a user typed the URL into a search bar) vs. referral (clicked from another site). Through the use of multiple UTM codes or vendor/platform terms, marketers can hone in more granularly on how someone came to a page. - Comparing campaign effectiveness by type: Have a hunch that email drives more traffic than another method, or that owned content is outperforming paid? With UTM tracking, the proof is in the parameter. - Attributing a campaign across media: With multiple tags, you can track information in different ways to be able to slice and dice data more powerfully. - Measuring test results: See performance across different variables or options within a campaign or page (for example, how different calls to action or link placements may attract click-throughs). By tracking the performance of your marketing campaigns with UTM codes, you can gain valuable insights into how your customers are interacting with your brand and which specific channels and campaigns are most effective. While UTM codes provide structured manual data, certain performance advertising platforms like Realize now optimize results using codeless tracking, a no-code solution that allows marketers to create event- and URL-based conversions directly within Realize for faster, more accurate performance measurement without technical setup. ## The Five UTM Parameters UTM codes consist of three required and two optional parameters. While campaign source, medium, and name are needed, including the other two (campaign content and term) is a good practice. As a quick reference, the five UTM parameters are: 1. Campaign Source (utm_source) Required parameter to identify the source of your traffic (e.g., Google, newsletter, Taboola). 2. Campaign Medium (utm_medium) Required parameter to identify the medium through which the link was distributed (e.g., search, email, CPC). 3. Campaign Name (utm_campaign) Required parameter to identify a specific product promotion or strategic campaign (e.g., spring sale). 4. Campaign Content (utm_content) Optional parameter to differentiate campaigns for A/B testing and content-targeted ads. 5. Campaign Term (utm_term) Optional parameter used to note keywords for paid search campaigns. ### What Is UTM_Source and What Information Does It Track? The most important parameter, the Campaign Source (which will show in the URL as utm_source), is the most important of all sources, since it identifies your traffic’s origin. A required parameter, it tells where a click came from, be it a site, vendor, or platform. This could show up in the URL as terms like: - Website. - App. - Newsletter. Example: utm_source=taboola ### What Is UTM_Medium and What Does It Identify? Campaign Medium tag utm_medium notes the channel where the link appeared to the user. Examples could be a paid ad, organic placement, email, social media, and so on. This could show up in the URL as terms like: - cpc. - Email. - Social. - Ad type. Example: utm_medium=social ### What Is UTM_Campaign and How Is It Used? When you want to know why a click occurred, you will look to the Campaign Name parameter, utm_campaign. This required tag identifies and tracks a specific marketing initiative. If you’re promoting a Black Friday sale through various tactics, this code will tie the different efforts together across sources and mediums. This could show up in the URL as terms like: - Product name. - Sale name. - Promo code. - Welcome bonus. Example: utm_capaign=informational-article ### What Is UTM_Term and When Is It Typically Used? An optional tag, Campaign Term shows up in UTM parameters as utm_term. This can be used in paid search campaigns to distinguish which keyword(s) drove the click to conversion. Marketers can view these analytics to see which keywords are effectively bringing traffic to the page. This would show up in the URL as the keyword used in a paid ad. Example: utm_term=utm-codes-explained ### What Is UTM_Content and How Can It Differentiate Ads or Links? Campaign Content (utm_content) is an optional tag that tracks differences within an ad or piece of content. It’s often used with A/B testing, where the tracking term is tied to a specific element and version. This could show up in the URL as terms like: - Version letter. - Text element. - Image name. - Button color or placement. Example: utm_content=headline-a ## How UTM Codes Work UTM codes take the tags of structured data that you’re using for each parameter to create a complete URL. For the example above, a URL with all five UTM codes would look similar to this: https://www.yourlandingpage.com/page-title?utm_source=taboola&utm_medium=social&&utm_capaign=informational-article&utm_term=utm-codes-explained&utm_content=headline-a When a user clicks on this full URL, the data is captured and sent into your analytics platform. ### How Do You Create URLs With UTM Codes? While the formula above will work when creating UTM codes, it’s best practice to use a UTM builder tool. Such builders are available in marketing automation or ad platforms, analytics tools, and even Google. These tools will ask for the parameters of the UTM codes you want to include, then create the URL, including all the characters in the correct spots. This reduces risks of manual or human errors, misspellings, misplacements, and the like. ### Where Do You Typically Use UTM-Tagged URLs? Think of UTM tracking like this: Any time you could use more information about at least the three required UTM codes (Campaign Source, Medium, or Name), it’s worth considering UTM-tagged URLs. Marketers often implement this tactic when they’re running CPC or other paid media initiatives, sending communications around a promotion, directing people in influencer or affiliate marketing, providing a URL from an external source, or driving clicks to a campaign landing page. ### How Do Analytics Platforms (e.g., Google Analytics) Interpret UTM Parameters? When a user clicks a UTM code, they are redirected to the page URL that comes before the question mark and UTM parameters. Those UTM tags are then fed into your analytics tool and captured as user behaviors. Marketers can then use this information to better understand user behavior, and inform future strategy. While Google Analytics (both GA4 and UA) is a popular analytics platform, others — like Kissmetrics or Adobe Analytics — also support capturing UTM code data, as do CRMs, like HubSpot. To view UTM data in your analytics report, go to the analytics dashboard and find a report that captures behavior or sources. In Google Analytics, navigate to the Acquisition > Traffic acquisition report to view results for Session source/medium, Session medium, Session source, and Session campaign. ## Benefits of Using UTM Codes ### How Do UTM Codes Enable Accurate Campaign Tracking? A UTM tag feeds into your analytics platform, capturing additional data that can be viewed to better tie marketing efforts to user actions. Generally speaking, integrating UTM codes into your marketing strategy allows for greater granularity when analysing your traffic — the drivers and sources, what works best, and so on. ### How Do UTM Codes Help in Identifying the Specific Sources of Website Traffic and Conversions? UTM codes allow you to infer the impacts that either a single campaign parameter or multiple together have on conversions, and slice and dice that information into different views. For example: Does a Black Friday promotion perform better on email, and a demo video drive people to your site from social? Do more people click a button that has the words “save now” vs. “limited offer?” With these UTM codes, you have data-backed evidence to work with. ## Best Practices for Using UTM Codes Using UTM codes early and consistently will help with the quality of the data you’re collecting. Take time to develop a strategy (what tags to include, when to use UTM parameters, how the information will be most helpful) to ensure you are collecting useful data. ### How Should You Ensure Consistency in Your UTM Tagging Conventions? Get the most out of your UTM tagging practice by sticking to the strategy you’ve created. Changing direction or tactics can cost accuracy in reporting, time correcting course, or money in ineffective ad spend. Remember, consistency doesn’t have to be complicated to be effective: It can be as simple as appointing someone to oversee UTM governance and capturing it in a spreadsheet for all to reference. Document when and why the various parameters are used, and which tags are acceptable. If you use Google Tag Manager, consider documenting that strategy alongside the UTM tag strategy. ### How Can You Avoid Common Errors When Creating UTM Codes? When an error is introduced in a UTM code, it can be difficult to undo without possibly losing some data. Consider the adage “measure twice, cut once” when creating UTM codes and URL strings: Once it’s published online, the URL is out there, even if you think you deleted it before anyone has clicked. Manually creating the URL string can introduce human error, so as suggested earlier, consider a URL builder. Check, and check again that the correct URL string is in the right placement so you aren’t gathering incorrect data, and only use UTM codes for external links. ### What Tools Can Help You Generate and Manage UTM URLs? Check with your media platform or other tools you’re already using, or generate UTM URLs with Google’s Campaign URL Builder. Document the URLs you create and where they are used. As you learn about a tag’s success, include that information: These findings could be in the UTM spreadsheet you may have created, with different tabs or color coding. ## Key Takeaways UTM codes serve as data-rich extensions to a URL. They consist of three required parameters (source, medium, and campaign name) and two optional parameters (content and term) to capture additional information that’s fed into an analytics platform. These tags help marketers better segment and understand user behavior, including details on what drove a person to your website. This information can better inform future strategies by understanding what channels, versions of a piece of marketing, or incentives contributed to their actions. ## Frequently Asked Questions (FAQs) ### Are UTM codes case-sensitive? Yes, UTM codes are case-sensitive. It’s a best practice to always use lowercase to prevent data fragmentation. For example, if you generally use “Taboola” as your source, but a tag becomes “taboola,” these will become two different sources in reporting. ### How long do UTM parameters track data? While the URL with the UTM parameters can live on, analytics tracking tools often have a limited time (say, six months) where they will track the initial source. After that, a new conversion may begin for a user. ### Can I use UTM codes for internal links? No. UTM codes are meant to track information coming into a site from outside sources. Therefore, using these parameters internally could skew tracking and reporting of user behavior, and not attribute a source correctly. ### What is the difference between UTM codes and other tracking parameters? UTM codes are generally considered to allow marketers more control over how and what is tracked, given that these are the people who set the tags and determine when and how to use them, and can easily be captured in an analytics tool. Other options, such as cookies, log files, or IP tracking, each have their strengths and weaknesses, but also offer less flexibility in customizing what’s collected. --- ### Viewable Cost Per Mille: vCPM Explained URL: https://www.taboola.com/marketing-hub/viewable-cost-per-mille/ Last Modified: 2025-06-09 11:36:29 In online marketing, the acronym CPM stands for “cost per mille,” which translates to cost per thousand impressions (mille being the Latin word for thousand). CPM is a common advertising metric where an advertiser pays a predetermined amount for every 1,000 times their ad is served to a user, thus generating an impression. CPM is often used in campaigns focused on brand awareness, and to measure the impact ads have when reaching large audiences. vCPM is a more precise and actionable metric than basic CPM. It stands for “viewable cost per mille,” which is to say the price a marketer will pay for 1,000 ads that are actually seen by people online (or on an app), not just the people to whom it was served. vCPM is actionable because when you know your ads were actually seen, you can track their actual efficacy, or the lack thereof. ## Understanding Viewable Cost per Mille With so many different metrics (and terms) to keep a handle on in the marketing world, it can get confusing quickly. I’ll break down vCPM in a step-by-step way to help you understand it: ### How Does vCPM Differ From Standard CPM? Think of it like this: A bus with an advertisement for a local dentist drives by a busy street corner on which 15 people are crowded, waiting to cross when the light changes. Ten of the people are looking at their phones, one is staring at the clouds, and four see the ad on the side of the bus. That’s 15 people to whom an ad was served, but only four actual views. ### Why Is Viewability an Important Metric in Display Advertising? Viewability is a crucial metric in online display advertising because it’s the measure of whether an ad is actually seen by the intended audience, ensuring that advertising spend is not wasted on impressions that have no chance of being noticed. If an ad isn't viewable, it cannot deliver its message, rendering the impression ineffective. ## How Viewability Is Measured vCPM is not a one-size-fits-all way of tracking ad service and performance, so again I’ll go step-by-step. And, a quick note: Often ads that count as “viewable” were not necessarily actually seen by human eyes, but the chance they were is good enough for them to cross the bar. ### What Are the Industry Standards for an Ad to Be Considered "Viewable?" An ad is generally considered "viewable" if at least 50% of its pixels are visible to the user for a specific duration, typically one second for display ads and two seconds for video ads. This standard, defined by industry organizations like the IAB (Internet Advertising Bureau) and MRC (Media Rating Council), aims to ensure that advertisers are paying for impressions that are actually seen by their target audience. ### What Technologies and Methods Are Used to Track Ad Viewability? Ad viewability is tracked using a combination of technologies and methods. These include things like JavaScript libraries, ad verification tools, and industry standards like the Open Measurement SDK (OM SDK). Key techniques involve measuring pixel geometry, page geometry, and scrolling behavior, as well as leveraging server-side measurement. ### How Do Different Advertising Platforms Report on Viewability Metrics? While different advertising platforms utilize somewhat different methods and standards for reporting on viewability metrics, they generally focus on the percentage of impressions that are deemed "viewable." As explained above, viewability is often measured as a percentage of total impressions that meet specific criteria for being in view, typically a minimum of 50% of the ad being visible for a certain duration. ## Benefits of Using vCPM Bidding vCPM bidding offers several advantages for advertisers by focusing on viewable impressions, leading to a better understanding of an advertisement’s effectiveness and improved ROI (return on investment). It allows advertisers to pay only when their ads are actually seen, reducing waste and ensuring campaigns are reaching the intended audience. ### Why Would Advertisers Choose to Bid on a vCPM Basis? Advertisers choose viewable cost per mille bidding when their primary goal is brand awareness or exposure, rather than immediate conversions or sales. It allows them to set a maximum price they'll pay for each 1,000 times their ad is actually seen, not just displayed. This is particularly useful for new product launches or campaigns targeting a wide audience to build brand recall. ### How Does vCPM Help Ensure That Advertisers Only Pay for Ads That Have a Chance to Be Seen? vCPM helps ensure advertisers only pay for ads with a chance of being seen by defining a “viewable” impression as one where at least 50% of the ad is visible on the screen for at least one second for display ads, or two seconds for video ads, as noted before. This contrasts with traditional CPM, which pays for every impression, regardless of whether it's actually seen by the user — or very likely seen, at any rate. The vCPM model incentivizes publishers to place ads in viewable positions and rewards them for impressions that are actually seen by users. The overall effect is an improvement in display campaign efficiency and ROI by ensuring ads are actually seen by the target audience, leading to more effective engagement and better budget allocation. However, vCPM is not available for all types of display ads. Specifically, it is not available for Search Network only campaigns. vCPM is primarily used for display and video ads, particularly within the Google Display Network. ## Considerations and Potential Drawbacks of vCPM ### Is vCPM Always the Best Bidding Strategy for All Campaigns? vCPM is not always the best bidding strategy for ad campaigns. It’s most effective for campaigns focused on brand awareness and visibility, where the goal is to increase the number of people who see the ad. It's less suitable for campaigns that prioritize conversions or clicks, as vCPM focuses on viewable impressions rather than user engagement. ### How Might vCPM Impact Ad Inventory and Reach? Focusing on viewable cost per mille can impact ad inventory and reach by focusing on the visibility of ads rather than just their placement. This can lead to a more valuable and impactful ad inventory, as users are more likely to engage with ads they can actually see. ### Are There Potential Discrepancies in Viewability Reporting Across Different Platforms? Discrepancies in ad viewability reporting across different platforms are a common issue in the digital advertising world. This is due to various factors, including different methodologies for measuring viewability, variations in impression counting practices, and the use of different tools and technologies. ### What Are Some Factors That Can Influence Ad Viewability? Many factors can impact the viewability of ads, including ad placement, page load speed, user behavior, ad size, and device type. Ads placed "above the fold" (visible without scrolling) and larger, vertical ad units generally have higher viewability rates. Faster loading pages and more engaging content also contribute to higher viewability. Achieving high ad viewability rates presents several challenges, including ad fraud, ad placement, non-human traffic, and technical factors like page load speed and ad design. ## Implementing vCPM in Advertising Platforms ### How Do You Set Up vCPM Bidding in Platforms Like Google Ads? To set up vCPM bidding in Google Ads (or other ad platforms), you'll need to choose a bidding strategy that focuses on viewable impressions, set your maximum bid, and then potentially customize bids at the ad group or placement level. Customizing bids can involve setting the same maximum vCPM bid for all keywords and placements within a specific ad group or, for more precise control, you can also set individual vCPM bids for specific placements. ### What Are the Typical Settings and Options Available for vCPM Campaigns? vCPM campaigns offer settings and options focused on maximizing the visibility and impact of your ads. These include targeting, bidding, and creative optimization. Targeting can refer to audience targeting, where you reach out to people based on demographics, location, interest, and so on; device targeting, where you focus on mobile or desktop devices; keyword targeting, where you tie your ads to search queries, and more. ### How Should You Monitor and Adjust Your vCPM Bids? To effectively monitor and adjust vCPM bids, regularly analyze campaign performance metrics like viewable impressions, click-through rates, and conversions. Adjust bids and creative strategies based on this data to optimize your ROI. Always consider implementing A/B testing, seeing how different attribution models are working — or not working. ## Key Takeaways vCPM stands for viewable cost per mille and is a pricing model where advertisers pay based on the number of times their ad is actually seen (i.e., is considered viewable) by users, as opposed to just the number of times the ad is merely placed. Unlike traditional CPM, which charges for every 1,000 impressions regardless of whether they are visible, vCPM focuses on the true value of viewable impressions. That said, even ads considered “viewed” might not have been actually seen. Display ads are considered viewed after being at least 50% visible for one second, while video ads are considered viewed when allowed to play for two seconds. Did the user glance down from his or her computer to a phone, or look up from a phone to a friend’s face as that ad showed? Marketers can never know for sure. Still, vCPM helps to enhance transparency for advertisers and sets higher standards for publishers, who are incentivized to try for better ad placement because they can charge higher rates. ## Frequently Asked Questions (FAQs) ### What percentage of an ad needs to be visible to count as viewable? For most digital ads on a website, in a search engine results page (SERP), on an app, or on social media, 50% of an ad has to be fully visible for it to be considered viewable, and for at least one second. ### How does vCPM compare to other bidding strategies like CPC or CPA? vCPM differs from CPC (cost per click) and CPA (cost per acquisition) by focusing on the visibility of an ad rather than clicks or conversions. vCPM only charges advertisers for impressions that are actually (or very likely) seen by a user, while CPC pays for clicks, and CPA pays for specific actions like conversions. ### How can I improve the viewability of my display ads as a publisher? To improve display ad viewability, publishers should focus on optimizing ad placement, improving page load speed, and utilizing responsive design. Strategic placement, like above the fold positioning or placement on sidebars, increases the likelihood of ads being seen. Additionally, lazy loading and ad refreshes can enhance viewability. --- ### Meta Titles: How To Write Titles That Win in Search URL: https://www.taboola.com/marketing-hub/meta-title/ Last Modified: 2026-06-22 08:49:44 Meta titles might seem like an afterthought in your overall SEO strategy, but they pack a powerful punch when it comes to search rankings and attracting your target readers. Think of meta titles as your digital storefront, the first thing visitors see when your page appears in search results. According to Semrush, Google processes over 8.5 billion searches daily. That’s why optimizing your meta titles is a must to ensure your content marketing goals are a success. ## Understanding Meta Titles (Title Tags) A meta title, also known as a title tag, is an HTML element that defines the title of a webpage. It’s one of the first on-page SEO elements you fill in that serves multiple purposes: telling search engines what your page is about, providing users with a preview of your content, and influencing click-through decisions. The meta title isn’t always the same as your page’s main headline, which is an H1 tag, as each serves a different purpose. While your H1 is designed for visitors who are already on your page, the meta title is crafted specifically to signal to search engine results pages and social media sharing. Your meta title should complement your headline but doesn’t need to match it exactly. ### Where Does the Meta Title Appear in Search Engine Results Pages (SERPs) and Browser Tabs? Meta titles appear in three key locations: the clickable headline in search engine results, browser tabs, and on social media when the page is shared. Your meta title functions as a clickable headline in SERPs when someone searches for a topic related to your content. This looks like a blue, underlined link that users click to visit your page. This placement can make or break a user’s decision to choose your result over someone else’s on SERPs. When users have your page open, the meta title also appears in the browser tab, helping visitors identify your content when they have multiple tabs open. Think of it like a mental bookmark that helps users easily navigate back to your page when they’re toggling between multiple tabs. Finally, meta titles appear when pages are shared on social media platforms, though some platforms may override them with Open Graph tags. Still, if social media is a major part of your content marketing playbook, meta titles influence how your content appears across multiple social platforms and serve as a first impression of your brand. ### What Is the Primary Purpose and Importance of a Meta Title for SEO and User Experience? Meta titles serve as a critical ranking signal for search engines, helping algorithms understand your page’s topic and relevance to specific user search queries. Content and links are among the three most important ranking signals Google uses, and meta titles play a supporting role in the content signal. For users, meta titles set an expectation for what visitors will find or read about on your page. They need to accurately represent your content while being engaging enough to win clicks. An effective meta title has to balance accuracy with appeal to stand out from generic titles. ## Key Elements of Effective Meta Titles Writing effective meta titles involves understanding both the technical constraints and consumer behaviors that motivate people to click. The most successful content marketers treat meta title optimization as part art, part science. SEO data analysis is the first step in crafting creative meta titles that inspire action. For the most part, meta titles should be precise, clear, and succinct — 40 to 60 characters max — to ensure full visibility across desktop and mobile devices. This brevity means you don’t have a lot of room for error when trying to catch users’ attention. ### Why Is It Important to Include Relevant Keywords in Your Meta Title? Having the right keywords in your meta title signals to Google what your page’s relevance is to specific search queries. A keyword-relevant meta title can significantly boost click-through rates when it matches user search intent to a T. URLs that include keywords also have a 45% higher click-through rate versus those that don’t. The same principle applies more strongly to meta titles, which take up prominent real estate on search results. Keyword placement in a meta title is important, too, because it triggers bold formatting on SERP when users search that term. This helps bump up CTRs, but avoid overdoing it; keyword stuffing in meta titles may work against you. Aim to integrate keywords as naturally as possible (10 to 15 words, max), usually at the beginning of the title. This strategy leads to 1.76 times more clicks compared to one-word keywords (per the same study linked above), indicating that longer, more specific keyword phrases are the sweet spot for winning the SERP. ### Should Your Brand Name Be Included in the Meta Title? Where? The answer here really depends on your brand recognition and the specific page type. For well-known brands, including the name can increase CTRs and build trust. However, newer brands or those with limited character space should focus on value propositions and keywords to win on search. When you do include your brand name, though, put it at the end with a separator like a pipe (|) or dash (-). For example,“What Is a Meta Title? | Taboola.” The valuable keywords appear first while giving a nod to the brand at the very end. The key takeaway here is that your meta title should accurately reflect your page’s main topic. This is crucial for both SEO and to satisfy user intent. Misleading titles might earn you some clicks initially, but they’ll result in high bounce rates and tank your search rankings over time. Google’s algorithms are increasingly sophisticated at detecting (and penalizing) this type of bait-and-switch behavior, so be careful. ## Impact on Search Engine Rankings and CTR Meta titles significantly influence both search engine rankings and click-through rates — that’s why they’re such a big deal in SEO strategy. Understanding this dual impact helps content marketers better optimize titles to please the algorithmic gods and search intent. ### How Do Meta Titles Influence Organic Search Engine Rankings? While meta titles aren’t the strongest ranking factor Google looks at, they provide important context for search engines to understand page relevance. Google uses title tags as one of several factors to determine how well a page matches a user’s search query. The relationship between meta titles and rankings is sometimes tricky, with Google’s tendency to rewrite them. Google still uses the HTML title tag (rather than the displayed version) for ranking purposes, though, so your original title tag is still important even if Google serves something different to users. ### Can a Well-Optimized Meta Title Improve Your Click-Through Rate (CTR)? Yes, it can. Meta titles are often the deciding factor in whether users click on your results versus a competitor’s. Usually, the top result in Google gets 27.6% of the clicks and the top three results garner 54.4% of all clicks, according to a Backlinko analysis of Semrush data. However, don’t be discouraged, because well-optimized titles can boost lower-ranking pages, helping them capture more traffic. Moving up even one opposition in Google can increase your absolute CTR by an average of 2.8%, per the same study. However, moving from the No. 2 to the No. 1 spot results in nearly two-thirds (74.5%) more clicks. That’s why competition for top positions is intense. ### What Are Some Common Mistakes That Can Hurt Your Rankings and CTR? Several common meta title mistakes can ding your rankings and CTR, such as keyword stuffing, or forcing your keyword into the title tag in an unnatural way. Plus, Google tends to rewrite HTML title tags that are overstuffed with keywords, which can hurt user perception of your content quality. Another big no-no is creating duplicate meta titles across multiple pages. This misstep usually happens with boilerplate text or repeating titles across pages, which creates confusion for users. It also leads to pages cannibalizing others in rankings, so you might end up with a page ranking for content inadvertently. Other mistakes to avoid in meta titles include overly long titles, missing or vague titles (as well as meta descriptions), and poorly optimized titles. ### How Can You A/B Test Different Meta Titles to Optimize Performance? A/B testing your meta titles helps you achieve meaningful performance results — with the right tools and strategy. Platforms such as VWO and Optimizely allow you to visually experiment with meta titles with variations that assess conversion rates and SERP performance. As you A/B test meta titles, focus on variables such as keyword placement, emotional triggers, and brand inclusion. Pay attention to the length of test runs to account for search engine algorithm variations — plan for four to six weeks to capture meaningful results. Aside from clicks, you’ll want to track other metrics when you A/B test meta titles, including: - Click-through rates from search results. - Average position of target keywords. - Overall organic traffic patterns. - User engagement (time on page, bounce rate, etc.). ## Meta Titles in Paid Search Ads Meta titles are instrumental in paid search ad performance, too, but there’s a bit more nuance to how title optimization translates to Google Ads. ### How Are Meta Titles Used in Search Engine Advertising? In paid search, meta titles serve a slightly different purpose compared to organic results. Google Ads headlines are the primary text element users see, but the landing page’s meta title impacts Quality Score (QS) calculations and post-click user experience. Quality Score is a diagnostic tool that compares how well your ad quality compares to other advertisers, and it’s measured on a scale of one to 10. When it comes to your ad’s landing page, Quality Score looks at page load speed, mobile-friendliness, and content relevance. These are all areas where meta titles provide important context to Google. ### How Do They Contribute to the Overall Ad Quality and Relevance? Meta titles contribute to ad quality through their impact on landing page experience, one of three main Quality Score components, in addition to click-through rate and ad relevance. To ensure your paid content is seen as relevant, make sure you include appropriate SEO tags and meta data on all landing pages. Optimizing your meta title well means it’s aligned with your ad copy and target keywords to improve the post-click experience. This helps lower bounce rates and increase users’ time on page, another element that impacts the overall QS. A relevant campaign presents a landing page solution that perfectly matches the problem a user is trying to solve. Google’s landing page quality guidelines emphasize relevance, and meta titles serve as one signal of topical alignment between your ads and destination pages. Google’s top three landing page quality factors are relevant and original content, transparency, and navigability. ### What Are the Best Practices for Crafting Effective Meta Titles for Paid Ads? Your meta title should have primary keywords from your ad groups, including exact match and phrase match keywords that drive clicks. Similar to organic titles, paid search meta titles should be 40 to 60 characters, but paid search often requires more specific, conversion-focused language that shows the user they made the right click. Include elements that reinforce the value proposition from your ads, such as pricing information, guarantees, or unique selling points. Keep in mind you can customize meta title templates for different ad groups while being consistent in messaging and brand presentation. This allows you to scale more efficiently and improve performance, rather than creating completely unique titles for every single landing page. Here are some additional best practices for crafting paid ad meta titles: - Place the primary keyword near the beginning. - Include a clear value proposition or benefit statement. - Add the brand name (if it enhances credibility). - Include call-to-action language when needed. - Use geographic modifiers for local campaigns. ## Best Practices and Optimization Meta titles are not a one-and-done task; you have to measure performance and optimize constantly across your entire content portfolio. After all, content is a long game. ### How Often Should You Review and Update Your Meta Titles? There’s no black-and-white answer here, as it really depends on content type, competition levels, and performance metrics. Definitely move pages with falling CTRs or search rankings to the top of your priority list, though. Here are some general reviewing recommendations: - Quarterly: Baseline for all pages as part of broader SEO audits. - Monthly: High-traffic pages facing increasing competition. - Immediately: Pages with declining CTR or search rankings. - Every 30-60 days: New content after enough search data accumulates. ### What Tools Can Help You Analyze and Optimize Your Meta Titles? Several tools can help you better optimize titles and track their performance over time. Here are some to consider: - Google Search Console shows queries, positions, and CTR data. - Optimizely and VWO for A/B testing. - Ahrefs, Semrush, and Moz for SEO analysis. - Browser extensions for real-time pixel length and character counts. - Built-in CMS features for title optimization with immediate length/keyword feedback. ### How to Handle Missing or Duplicate Meta Titles Across Your Website Missing or duplicate meta titles can hurt your page performance. To identify these issues, do a thorough audit using tools like Google Search Console, focusing on high-traffic pages, conversion pages, competitive keyword pages, and recently published content. Once you identify missing or duplicate meta titles on pages, work on optimizing them. Here are some approaches worth thinking about across content categories: - Product pages: Include specific model numbers, sizes, key features, and purchase information. - Blog posts: Create compelling headlines promising specific value or unique takes. - Service pages: Clearly communicate services offered and geographic availability. - E-commerce sites: Differentiate similar products with specific variations and features. - Large sites: Implement dynamic title generation and schema markup integration. ## Key Takeaways Meta titles are an important part of your overall SEO content strategy, so don’t sleep on optimization. A well-crafted meta title can give your content pages the boost they need to rank better and help your target audience find your content online more easily. Remember to keep them short (40 to 60 characters, tops), and make the copy clear, concise, and compelling. ## Frequently Asked Questions (FAQs) ### Does Google always display the meta title I provide? No. Google frequently rewrites meta titles that appear in search results, though it still uses the HTML title tag for ranking purposes (not the displayed version). Google does this when titles are too long, irrelevant to the search query, stuffed with keywords, or misrepresent the page content. ### How important is the placement of keywords in the meta title? Keyword placement impacts both search rankings and click-through rates. URLs that include keyword-related terms have a 45% higher CTR than those without relevant keywords, and the same concept applies to meta titles. That said, keyword placement shouldn’t out-prioritize readability or compelling copy. Naturally integrate your primary keyword near the beginning of the meta title while keeping it engaging and relevant. ### What are some examples of high-performing meta titles? Meta titles that have high success rates have clear value propositions, relevant keywords, appropriate length, and compelling language that drives clicks. Run meta titles through A/B testing and optimize accordingly to ensure they’re effective for your specific audience and industry. Here are some examples of high-performance meta titles by content type: - Informational content: “Complete Guide to Email Marketing: 15 Proven Strategies for 2025” - Product pages: “iPhone 15 Pro Max 256GB - Free Shipping | TechStore” - Service pages: “Denver SEO Services: Increase Traffic 300% in 90 Days | Agency Name” - Blog posts: “Why 73% of Marketers Fail at Content Strategy (And How to Succeed)” --- ### Search Engine Results Page (SERP): A Beginner's Guide URL: https://www.taboola.com/marketing-hub/search-engine-results-page/ Last Modified: 2026-06-22 08:44:59 If you know exactly where you’re headed on the internet, you can just head right to that site or even to that specific webpage. If you’ve been there before, it will likely even autopopulate for you as you begin to type in the site’s name. On the other hand, if you’re searching for something — from a great pizza restaurant in Phoenix, to the definition of mid-century modern design, or an explanation of ad fatigue — you’re not going to head to a specific website or webpage. Instead, you’ll open a search engine like Google or Bing. When you type your search terms into the browser’s bar (think “best pizza restaurant in Phoenix,” e.g.) and hit “return,” the next page you will see is the search engine results page. ## What Is SERP? A Search Engine Results Page (SERP) is the page displayed by a search engine after a user enters a query, typically featuring three main components. At a glance, you might think a SERP is pretty simple. After all, isn’t it just a list of relevant websites based on the term you used in your query? Not entirely, actually — and in fact, there’s quite a lot going on with a search engine results page, from paid placements to organic results to ads and more. Plus, these days, an AI (artificial intelligence) overview now appears at the top of many SERPs as well. ## The Evolution of the SERP Google's Search Engine Results Page (SERP) has undergone a profound transformation, evolving from a simple list of "ten blue links" to a dynamic, information-rich interface driven by significant advancements in algorithms and language models. Initially, SERPs primarily displayed organic search results determined by Google's PageRank algorithm, which prioritized links. Early updates like Panda (2011) and Penguin (2012) significantly shifted focus towards rewarding high-quality, original content and penalizing manipulative link-building tactics, respectively. This marked a move towards improving content quality and user experience. A major leap occurred with the Hummingbird update (2013), which allowed Google to understand the meaning and context of queries rather than just individual keywords. This was crucial for handling more natural, conversational language. This semantic understanding was further enhanced by RankBrain (2015), Google's first AI-powered ranking signal, which used machine learning to interpret ambiguous queries and improve results based on user interaction data. The integration of advanced language models became even more prominent with BERT (Bidirectional Encoder Representations from Transformers) in 2019. BERT enabled Google to understand the nuances, context, and intent behind complex search queries more accurately, leading to more relevant results for long-tail and conversational searches. More recently, the Multitask Unified Model (MUM) in 2021 took this even further, allowing Google to understand information across multiple languages and formats (text, images, audio, video) simultaneously, aiming to answer complex queries in a single search. These algorithmic shifts have directly influenced the proliferation of SERP features. Examples are listed below. The most recent and significant evolution (at the time of writing) is the introduction of AI Overviews (formerly SGE), which provide AI-generated summaries and answers directly at the top of the SERP, synthesizing information from multiple sources. This development aims to provide faster, more comprehensive answers, although it has raised discussions about the "zero-click" phenomenon and the continued importance of high-quality source content. In essence, Google's SERP has transformed from a list of pointers to an answer engine, driven by increasingly sophisticated AI and language models designed to understand user intent more deeply and deliver diverse, highly relevant information directly on the results page, often reducing the need for users to click through to a website. This continuous evolution necessitates that SEOs and marketers constantly adapt their strategies to maintain visibility and engage with users in this dynamic search landscape. Currently Google also offers a feature called AI Mode, which is only available in the US and in English, and is in Beta phase. Users can opt in through Google Experiment Labs. ## SERP Results (Types) The primary purpose of a SERP is to display the results of a search query on a search engine, like Google, providing users with a list of relevant websites, information snippets, and other content. The primary types of results appearing on a search engine results page are paid results (advertisements) and organic results (natural, non-paid results). In addition, modern SERPs include various SERP Features that provide rich, immediate answers and diverse content types, as explained below. ### Organic Search Results Organic search results are non-paid results, often displayed as blue links, that are determined by the search engine's algorithms. The better a website ranks in organic search results, the more people are going to find it. A high organic rank is the goal of all online advertisers and marketers. Websites earn a place in organic search results by being deemed relevant, high-quality, and authoritative by search engine algorithms. This is achieved through various factors, including content relevance, backlinks, on-page SEO, and domain age and authority. The better maintained a site is, with fresh content created by humans, not AI, and the longer a site stays around, the better its organic search placement will be. Organic results on a SERP are typically displayed below any paid advertisements or sponsored results, which occupy the first few spots. So, too, do local search results on a SERP typically appear above the standard organic search results. They often show up in a section showcasing three to five local businesses with relevant information, including addresses, phone numbers, and directions. Additionally, a map view may also appear, highlighting the location of businesses within the area. Organic search rankings are influenced by a complex web of factors, broadly categorized into on-page, off-page, and technical SEO. These factors aim to provide users with relevant, high-quality results that also provide a good user experience. It can’t be stressed enough that high-quality, informative, and engaging content is essential, with writing and media that people will genuinely want to consume. A good user experience — like fast-loading pages and easy site navigation — also helps, as does careful keyword selection. Backlinks, which are links placed on other websites pointing to yours, also do wonders for organic search rankings. ### Paid Search Results The top results you see when you run a web search may not be the best fit for your query, but there they are anyway, because someone paid for them to pop up. Paid search ads are distinguished from organic search results primarily by their placement on search engine results pages. Paid ads are typically displayed at the top or bottom of the SERP, and they are revealed by one more telltale factor: They’re labeled as “Ads” or “Sponsored,” while organic results appear naturally, based on relevance and quality. Advertisers pay for clicks on paid search ads using a pay-per-click (PPC) model. This means they are charged a fee each time a user clicks on their ad. The cost per click (CPC) is determined by an auction system where advertisers bid on keywords. Advertisers can set a budget for a given ad or ad campaign, and once the allocated money is exhausted, their ads are pulled and other ads are given priority. ### SERP Features SERP features are the various elements — including the standard blue links (or purple links, after they’ve been clicked) — that appear on a search results page. These features aim to enhance the search experience by providing additional information or functionality, often helping users find answers faster. Common examples of search engine results page features are designed to provide users with more immediate and informative results, often displayed above the organic search results. Here are some examples: - Featured Snippets: Direct answers extracted from webpages, often appearing at "Position 0." - People Also Ask (PAA): Related questions that users frequently ask. - Local Packs: Maps and business listings for local searches. - Knowledge Panels: Comprehensive information boxes for entities. - Rich Results: Enhanced organic listings with images, ratings, or other data (e.g., product snippets, recipe cards). - Image and Video Carousels: Visually oriented content directly on the SERP. - Shopping Results: Integrated product listings. - Top Stories/News: Real-time updates for trending topics. - AI Overviews:  AI-generated summary of search results. SERP features — like featured snippets, knowledge panels, and rich results — significantly impact the visibility of both organic and paid search results. They can boost visibility by highlighting content directly on the SERP, potentially capturing user attention more effectively than traditional listings. However, they can also push organic results down the page, potentially reducing their visibility. Yes, you can influence whether your content appears in SERP features. While you can't guarantee appearance (or lack thereof, though few people would hope for that), you can significantly increase your chances by understanding user intent, optimizing your content, and implementing strategies that signal to search engines that your content is valuable and relevant. To try to get yourself featured in SERP knowledge panels, focus on establishing a strong online presence, ensuring consistent information across various sources, and optimizing your content for relevant keywords. This includes creating a Google Business Profile, building a strong presence on trusted websites like Wikipedia, and using schema markup to provide structured data to search engines. To try to get tagged in a local pack, focus on optimizing your Google Business Profile (GBP), ensuring accurate and consistent NAP (Name, Address, Phone number) information, and building local backlinks. Also, encourage and respond to reviews, target local keywords, and ensure your website is user-friendly and fast. ## Analyzing and Understanding SERPs The more you know about SERPs in general, but also about how they differ across a few different search engines, the better equipped you’ll be to make search engine results pages work for your business or brand. ### Keyword Research and Competitive Analysis SERP analysis is a powerful tool for both keyword research and competitive analysis. By examining the top-ranking pages for specific keywords, you can gain valuable insights into your competition, identify ranking opportunities, and understand search intent. You can also use this keyword research process as a way to identify potential new keywords and phrases you should be using. ### Google vs. Bing Search engine results pages can differ significantly between search engines like Google and Bing due to variations in ranking factors, user interface, and the inclusion of specific features like AI integrations. While both offer organic search results, paid ads, and sometimes knowledge panels, they differ in their emphasis on certain aspects and the overall presentation of the results. Bing tends to lean more heavily into images and videos at the top of the SERPs, whereas Google uses more short snippets of written content. ### User Intent Search engine results pages can vary notably depending on the type of search you are conducting, such as informational, navigational, or transactional searches. For example: - Informational searches, like "how to bake a cake," yield results with articles, videos, and featured snippets that answer questions. - Navigational searches, such as "Reddit login," display the specific website as the top result, often with sitemaps. - Transactional searches, like "buy iPhone 16," feature product pages, shopping ads, and local listings to facilitate purchases. Understanding SERPs is crucial for digital advertisers, as they directly impact website visibility, organic traffic, and click-through rates. A higher ranking on a SERP leads to increased organic traffic, which translates to more potential leads and sales. Furthermore, understanding SERPs allows for better optimization of content, leading to more effective advertising campaigns and improved user experiences. ## Key Takeaways A SERP, or Search Engine Results Page, is the web page you see after you search for something on a search engine like Google or Bing. It displays a list of relevant websites and other search results, potentially including paid ads. A SERP can feature images, snippets of copy, maps showcasing local businesses and attractions, and more. Advertisers compete for top positioning in search engine results pages both by running paid ads and by trying to get their brands higher up in organic search results. A web page ranks well due to having good content, excellent navigability, and authority based on time and frequent updates. SERPs can also be great tools for marketers to study, as they can conduct keyword research, see what the competition is doing, and more. ## Frequently Asked Questions ### What is a featured snippet and how can I get one? A featured snippet is a special search result box that appears at the top of Google's search results, providing a quick answer to a user's query. It's a condensed version of content from a top-ranking page, and often appears in the form of a paragraph, list, or table. Getting a featured snippet can significantly boost your website's visibility and click-through rate, as it appears at "position zero" — above organic search results. You don’t pay for these snippets — you earn them by maintaining a site with great copy and content, including relevant and well-incorporated keywords. ### What is a knowledge panel? A knowledge panel is a prominent information box that appears on Google's search results pages for people, places, organizations, and so on. It provides a quick snapshot of key information about the entity, like a brief description, images, and relevant details. These panels are powered by Google's Knowledge Graph, which is a massive database of structured information. ### What Is the "People Also Ask" (PAA) Box? The "People Also Ask" (PAA) box is a Google SERP feature that displays a list of related questions to a user's initial search query. These questions are typically displayed below the main organic search results. When a user clicks on a question, the answer is revealed in a drop-down format, and a link to the source page is provided. The PAA box can also expand with new related questions as users interact with it, and it can be a powerful research tool for marketers looking to enhance the sites and pages they manage. ### How might AI impact the future of SERPs? AI is already rapidly transforming SERPs, prioritizing user experience and direct answers, while also impacting how businesses approach search engine optimization (SEO). AI-powered features like AI Overviews provide concise, synthesized answers directly within the search results, potentially reducing reliance on traditional organic clicks. This shift necessitates a focus on creating high-quality, authoritative content and optimizing for AI-generated SERP features. --- ### Lead Scoring: What It Is, Why It's Important URL: https://www.taboola.com/marketing-hub/lead-scoring/ Last Modified: 2025-07-24 10:08:16 What if there were a way for your marketing team to identify its most qualified prospects, understand their engagement journey, nurture them with tailored information, and present the sales team with the accounts most likely to convert? There is, and it’s called lead scoring. Read on to learn how to incorporate it into your marketing plan. ## What Is Lead Scoring? Lead scoring is the process of assigning numerical values (scores) to potential customers (leads). Leads earn points based on their behavior related to your brand, product, or service. The marketing and sales teams assign points based on how important each action is in terms of making a purchase, where the lead is in the sales funnel, timing of (in)activity, and so on. Leads earn — and lose — points based on their engagement with different assets and actions. Once a lead reaches a certain threshold determined acceptable by the sales and marketing teams, the prospect is turned over from marketing to the sales team as an MQL (marketing qualified lead). ## Why Is Lead Scoring Important? What Are the Benefits? Simply put, lead scoring helps demonstrate the interest and likelihood of a prospect making a purchase. This allows both the marketing and sales teams to better focus on accounts that are more likely to convert. This can mean a better return on marketing investment, shorter time to make a sale, more effort on hotter leads, less marketing and sales budget needed, and data-informed decision making. Despite helping qualify leads, only 44% of businesses were found to use lead scoring to sort these highly interested accounts. If you’re part of the majority not using lead scoring, you could be leaving money on the table, and overtaken by competitors using this tactic. After all, two out of three (68%) marketers in one survey noted that lead scoring contributes to their revenue. ### Improved Marketing ROI When leads receive a score based on engagement, they also show a trail of which actions they took to receive that score. Marketers can see what contributed to scores — i.e., what’s really moving the needle to nurture leads toward becoming a qualified sales lead. Marketers can also see where leads stalled in this process, dropped altogether, or may have backtracked, which can be parts of the scoring journey to improve underperforming assets. This all informs marketing tactics and budgets. ### Shorter Sales Cycles When the sales team is receiving only highly qualified leads, the team can focus on prospects that are more ready to buy. The benefits are twofold: - Higher likelihood of sales related to overall prospects that sales receives. - Shorter window to close a sale, since prospects have been vetted by marketing. This allows the sales team to be more efficient and effective in their jobs. ### More Alignment with Sales and Marketing Establishing a lead-scoring system agreed upon by the marketing and sales teams means that each team must buy into the process, metrics, and shared definition of success. This creates understanding and alignment into when and how a prospect is qualified. ### Data-backed Decisions Creating a strong scoring model involves looking at your funnel’s effectiveness and making decisions on what’s working, how hard it’s working, and its role in moving people toward purchases. A strong scoring model allows you to adjust, add, or modify the overall journey and experience to improve outcomes. ## Key Components of a Lead-Scoring System ### Demographics and Firmographics Information Data and facts related to what people and organizations are interacting with are known as demographic and firmographic information. This can include details such as their role in the organization, what industry they are in, the location they do business in, company size, or revenue. The closer a fit these (and similar traits) are to your ideal customer profile, the higher a chance they are to be a warm target for your services, and a better fit your customer base. ### User Behavior Traits User actions and activities are behavior traits — think of this as how people interact with your brand. This can be measured as website activity (what content they looked at and how long they spent with it), email or social media interactions (such as opening, clicking, replying, or forwarding to others), form completions, or content downloads. Metrics that involve more time commitment (over a certain amount of time on a page, filling out a form, sharing information with others, etc.) show heightened interest, and are typically weighted higher in lead-scoring models. ## Types of Lead-Scoring Models When evaluating the best lead-scoring model for your organization, consider things like what data you currently have and collect, the assets that can be weighted, what measurements matter to the marketing and sales team, the duration of a sale, and key behaviors. There are multiple ways to score leads, including creating hybrid or blended approaches. ### Rules- or Points-based Lead Scoring In the straightforward points approach, marketing and sales teams determine a numerical value for marketing efforts. Together, the group defines how much weight each interaction is worth, based on how important it is to a sale. For example, booking a product demonstration might be weighted much more than just following a brand on social media, if the team determines that action is worth more to them. Once a lead has acquired a certain number of points — as previously agreed upon by marketing and sales to signal a hot lead — the information is passed from the marketing team to the sales team. Sales can then use the information (total points earned, actions users took to receive the points, and so on) to prioritize and refine sales efforts. ### Predictive Lead Scoring Information such as past user behaviors and company or public data can be used to analyze future potential sales. Through the use of artificial intelligence (AI) and machine learning (ML), a predictive lead-scoring model identifies which accounts or users are most likely to convert. The use of this technology decreases the time marketing and sales teams need to spend in setting up a scoring model, and allows for more time to create experiences and assets, or have meaningful conversations that move a user to become a customer. ### Demographic Lead Scoring Demographic lead scoring involves collecting a person’s or organization’s traits — such as industry, job role, company budget or revenue, business size, contact information — to determine qualified leads for sales. This approach can be helpful when targeting your ideal customer profile. ### Behavioral Lead Scoring In behavioral lead scoring, data is collected and assigned a score based on a user’s actions. This data, including single actions or a collection of activities, is used to indicate where someone is in the buyer journey. Examples of what to collect for behavioral lead scoring include what users register for and when, and what they download, click on, stop at, go to next, save and share, and so on. ## How to Build a Lead-Scoring Model A lead-scoring model should accurately incorporate your business objectives and ideal customer behaviors. Together, marketing and sales should create a system that creates mutual success for both teams. ### Define Your Ideal Customer Profile and Buyer Personas Identify what a successful conversion would be, and how that person might get there. Consider where your current customers fall, and adjust expectations accordingly. Understand current and future pain points, goals, their role in the buying process, and what assets and support potential customers need to make an informed purchase, as well as any roadblocks they face. ### Study User Behaviors Look at analytics and proof points you have, and measure them against your marketing efforts. List every piece of content that a prospect could come across, and consider how important it is to ultimately making a sale. ### Assign Points Values Based on Information Track scores based on how much of a fit a person or organization is for your business goals. The closer their demographics and firmographics are to your ideal customer profile, the higher the value. Give higher points values for actions people take closer to purchase, or that are more important to your qualifying process. If a lead isn’t a fit (based on role, company information, etc.) or loses interest (doesn’t open any recent emails, stops visiting the website), subtract points from their total score. This helps keep the active prospects closer to a handoff from marketing to sales. ## Lead-Scoring Best Practices Once marketing and sales have established a model and scoring system that aligns to the ideal customer profile and buyer journey, consider additional lead-scoring best practices to enhance the process and results. ### Integrate With a MAP or CRM Once the upfront work is done, consider adding an integration, such as a marketing automation platform (MAP) or customer relationship management system (CRM). This integrated solution can score users, reduce the chance for errors, alert marketing and sales in nearly real time of a prospect’s progress, share information among programs, and manage a lot of requests at once. ### Add Automations for Active Management Layer in automation for always-on improvements and tweaks. This doesn’t mean a human touch won’t be needed, but adding automation enhances the model that sales and marketing have established. For example, filling a form could trigger an alert to the marketing team that the prospect is getting warmer. ### Define Thresholds to Transfer From Marketing to Sales Lead-scoring thresholds are the score that prospects must reach to be passed from the marketing team to sales, as agreed upon by the two groups. Setting a threshold is crucial to success, ensuring that only high-quality leads make it to sales, allowing sales to better focus efforts. It’s also vital to periodically review the accuracy and quality of leads being passed to sales. This will help ensure that scoring is not passing lower-quality leads to sales, or reveal if thresholds are set too high and keeping potential opportunities from engaging with the sales team. ### Optimize the Entire Ecosystem As previously mentioned, lead scoring is not a one-time activity. Ideal customer profiles may shift, product offerings can change, and external factors (like SEO, third-party data, or AI) can affect the overall experience and how people consume information. Be sure to audit behaviors, learnings, and even the initial scoring model. Is it working today to the best of its ability? Are there patterns that weren’t accounted for previously? During the initial six to 12 months of using your model, review it as frequently as monthly or quarterly. Moving forward, review and adjust your lead-scoring model at least once a year. ## Key Takeaways Lead scoring is a method of filtering interest in a product or service by assigning numerical values to the user based on intent, behaviors, and demographics or firmographics. Once a marketing prospect reaches a certain threshold in the model, they are passed to the sales team as a prospect interested in converting. This allows both marketing and sales to focus on users who are more interested and engaged, and nurture them towards becoming customers. An effective lead-scoring model is one that both marketing and sales come together and agree on, and aligns to the organizational ICP and buyer journey personas. ## Frequently Asked Questions (FAQs) ### How do you assign points in a lead-scoring model? The sales and marketing teams should work together to determine what level of intent a certain action or asset elicits, and create a score based on it (where a more desirable activity is worth higher points). Together, these teams will also define when a lead is handed from marketing to sales, based on points accrued. ### What data should you use for lead scoring? When implementing lead scoring, consider the following types of data: - Demographic: Information about the user, such as location, job experience details, age, gender, etc. - Firmographic: Information about the organization, such as industry, revenue, or headcount. - Behavioral: Information based on actions a user took, such as opening an email, engaging in pop-up messaging, or downloading content. ### How do you score B2B leads vs. B2C leads? While a B2B sales cycle can last well over a year and be decided by committee, a B2C cycle is often shorter, may be made by one person, and can even see a lot of emotional or impulse buys. Therefore, each scoring model needs to consider these nuances and adjust how much value to give different demographics or behavioral inputs. Make sure to align this to your ideal customer profile and buyer journey. ### What do you do when low-scoring leads convert? Sometimes low-scoring leads may convert, or high-scoring leads fail to. Use this as an opportunity to acknowledge there can be outliers, but also look to see if you should update or adjust your lead-scoring model. ### What are common mistakes to avoid in lead scoring? Lead scoring cannot be decided one time by one person. Create alignment among marketing and sales as to what constitutes a hot prospect, don’t over-rely on any one form of information without assessing the entire demographic and behavioral makeup, and remember to include lead decay. Consider a schedule to review how accurate your scoring values are, and assess if any scoring items should be added or removed from the model. --- ### Buyer Persona: Importance and Types URL: https://www.taboola.com/marketing-hub/buyer-persona/ Last Modified: 2025-06-03 12:02:59 When your marketing team is asked about who uses your products, given directives on a deliverable, or developing the next campaign, are they leaning into the end users you’re targeting, ensuring everything supports at least one type of customer? If not, it may be time to revisit, refine, or reintroduce profiles of your prospects to support your marketing and sales efforts. Representative profiles of your audiences will enable sales and marketing teams to better understand who they are creating for and talking to, equipping them to guide people successfully through the marketing funnel. This is done through creating and laddering efforts up to buyer personas — a detailed profile of your ideal customer types. Below, I’ll explain how. ## What Is a Buyer Persona? A buyer persona is a general representation of different customer types. Unlike a user persona — a profile of the person who uses the product — the buyer persona focuses on the purchase decision maker. Think of this as a biography of audience segments, compiled from actual customer data you have collected, your documented business objectives, generally available market research, and more. Buyer personas often include the following information to help marketing and sales better understand their audiences: - Demographics: Age, gender, marital status, location, income, education, job details, etc. - Psychographics: Values, interests, habits, lifestyle, attitudes, motivations, pain points, etc. - Behaviors: Purchasing history and habits, online behavior, brand interactions, media consumption, reviews and testimonials, etc. - Goals and challenges: Motivators, aspirations, obstacles, pain points, etc. Typically, marketers identify three to five customer types, and create write-ups using the information collected. These buyer personas give sales and marketing teams a composite profile of a single type of audience member. This helps them better understand how this user type relates to the full buyer journey, resulting in campaigns, plans, and deliverables that will support these buyer types. ## Why Should Advertisers Create a Buyer Persona? Buyer personas provide clarity and focus on the target audience, empowering your sales and marketing teams to better empathize and connect with your users. They also help you qualify leads that are more likely to convert, for an impactful and effective performance marketing strategy. According to the Marketing Insider Group, using buyer personas resulted in: - 56% of companies generating higher-quality leads. - 36% of companies creating shorter sales cycles. - 24% of companies developing more leads. Companies that segment their database by buyer persona exceed lead and revenue goals by 93%, Marketing Insider Group reports. Buyers also respond to a personalized purchase experience: 94% of marketers in HubSpot’s “The State of Marketing” report note that offering this customization impacts company sales. However, only two in three marketers say they have the high-quality data on their target demographic necessary to create these game-changing experiences. The key is understanding the right mix of buyer personas for your organization. ## Types and Examples of Buyer Personas Generally, aiming for three to five distinct buyer personas allows you to target a variety of audience segments. If you’re new to buyer personas, don’t have a lot of user insights, or are tight on time, even one or two personas helps ensure you’re focusing marketing and sales efforts efficiently. Consider different user mindsets when developing buyer personas. While there is a set of common user segments that sales and marketing teams rely on, it’s not a one-size-fits-all approach. Typical ways to break down buyers include competitive, spontaneous, methodical, humanistic, or negative. Here’s a breakdown of each type: ### Competitive A competitive buyer values results, data, and proof points they can quickly see. Often direct and to the point, they want the facts. They look for products and solutions they can count on, that are built to last, and give them an advantage. Consider a persona that includes quantifiable metrics and benefits, shows why your offering is superior, anticipates the competitive buyer persona’s questions, and provides product proof points. ### Spontaneous A spontaneous buyer is someone who makes a quicker buying decision, often based on how they feel in the moment or on the immediate return on investment. They look for clear and direct confirmation that this purchase is what they want now. Consider a persona that focuses on motivators, solutions, or differentiators in the market, or an immediate payback. In marketing, this persona often reacts to strong visuals and emotive information, and limited-time or time-sensitive offers. ### Methodical A methodical buyer values thorough research and understanding before committing to a decision, and that includes info about your product or service and that of your competitors. They consider and compare features and technical details, focusing on how the purchase works. Determine the most important information they seek to make an informed, confident decision when creating a methodical buyer persona. Consider case studies, fact sheets, value calculators, or other real-life proof. ### Humanistic A humanistic buyer values taking time to come to a decision, based on emotional factors such as empathy, connection, or values. They want to feel a sense of trust and authenticity with the product or company. Transparency supports their decision-making process. Understand their values, purchase history, or previous actions to determine what information to use to tell your brand story. These personas want to know about your business, and that you can back up your stories with actions. ### Negative A negative buyer persona is the makeup of the audience segment you’re not targeting. They may be very engaged, but don’t lead to a sale. These personas take a lot of company resources on the journey to purchase and ultimately don’t result in a closed sale. They distract sales and marketing teams from more likely prospects, and can be a drain on profits. Glean insights for this persona by looking at trends in information such as potential sales that were closed and lost, highly engaged digital users that don’t convert, abandoned carts, returns, complaints, and more. ## How to Create a Buyer Persona Documenting and sharing buyer personas with the sales and marketing teams will help make sure everyone is aligning work to a set of agreed-upon user types. Remember, these are general makeups of semi-fictional prospects, buyers, and customers, so there will be variances in the real world, but this is a good starting point for understanding your audiences. ### Research and Collect Information Gather information you have on hand — analytics, first-party data, feedback, etc. — as well as current and potential customer interviews, competitor analysis and audits, industry benchmarks, or social listening findings. Analyze the findings and segment information into the persona groups you create to better understand the current state of your customers and potential addressable market. ### Visualizing a Buyer Persona Formalized buyer personas are commonly created as documents that look similar to a resume, often including a name, an image, and a backstory. Key information and topics about the buyer and their buying habits or motives are listed in the persona documentation. It’s also a good idea to add an image to help visualize the buyer persona, along with a background blurb. ### Information in a Buyer Persona Persona names often align or allude to the persona type they represent. Through the information you have collected to create your buyer personas, create a composite of that user segment, which often includes demographics, psychographics, behaviors, and goals, as explained above. ### Validating a Buyer Persona Once you have finalized your buyer personas, share these with the teams who know your user segments the best and will be using these write-ups going forward. Ask for feedback: What parts of the personas do they challenge, or is anything missing that would help them do their job better? Take the feedback and update the personas as needed. Revisit the profiles over time: Is there new or different information that should be incorporated into the personas? Are there outdated examples, or different users you should consider as your organization or product line changes? ## Key Takeaways Sales and marketing teams can better understand the people that are purchasing their products or services through buyer personas — semi-fictional biographies of customers and prospects based on a user segment. These profiles are created with quantitative and qualitative information based on current customers and prospects, market data, and more, and provide demographic, psychographic, and behavioral information about each audience segment. By using personas, sales and marketing teams can better understand the people they are connecting with, which can lead to a shorter sales cycle and increased revenue. ## Frequently Asked Questions (FAQs) ### What is a negative buyer persona? A negative buyer persona is a representation of the type of buyer you aren’t going after. It's a fictional biography backed up by actual customer and market data of a buyer that isn’t the right fit for your audience, product, or service, so the sales and marketing team understands who they’re not talking to. ### What goes into persona development? Personas are created using a variety of data and quantitative and qualitative inputs, including demographics, psychographics, behaviors, and goals and challenges. ### Buyer persona vs. user persona: What’s the difference? A buyer persona is a semi-fictional biography of the people who purchase a product or service, and is used by sales and marketing teams to influence efforts during the buyer journey. A user persona is a representation of the type of people who use the product or service you provide, which helps to inform product and design teams. While that could be the same person, it likely could be different people, and influence different roles and tasks within marketing and sales functions. --- ### Omnichannel Marketing: A Beginner's Guide for Performance Advertisers URL: https://www.taboola.com/marketing-hub/omnichannel-marketing/ Last Modified: 2025-06-05 06:48:15 As the online advertising landscape becomes increasingly fragmented, omnichannel marketing is more important than ever. When implemented strategically, it can help you connect with customers in the ways they want to be reached. It’s important to know what’s involved with omnichannel marketing, what its core principles are, and how you can benefit from an omnichannel marketing campaign. ## Understanding Omnichannel Marketing ### What is Omnichannel Marketing and What Are Its Key Characteristics? Omnichannel marketing is defined by marketing that cohesively exists across all possible channels and meets the customer at every stage of the funnel. The core principle and goal of an omnichannel approach is to create a seamless customer experience across every touchpoint and channel, including websites, apps, physical stores, and every other place a customer might see or hear an ad. Key elements include consistency, convenience (offering the customer a chance to engage, no matter where they are), personalization (done through gathering data across the customer journey), and a sense of where the customer is now in their buying journey. This is why you might put something in an online cart but not buy it, and then see an ad for that same product the next day. Omnichannel marketing approaches the customer from all angles and tries to encourage them to move down the marketing funnel. It’s becoming increasingly more important for businesses as customers engage with media in so many forms and on so many platforms. There’s also the fact that if a brand’s competitors are on TikTok, Instagram, the digital kiosk at the market, the print newspaper, and everything in between, that brand better be there as well. ### How Does Omnichannel Marketing Differ From Multichannel Marketing? While, theoretically, it could be as simple as the difference between omni (all) and multi (many), the meaning goes deeper than that. Omnichannel is about bringing the customer a unified experience across all touchpoints, whereas multichannel aims to promote the products across a variety of channels without a personalized integration. With a multichannel approach, a product might have a different voice or style for its website than, say, for a magazine ad. With omnichannel, the voice is unified and is designed to work with the brand’s messaging on other channels to keep customers engaged in the product’s world. ## Benefits of Omnichannel Marketing ### How Does Omnichannel Marketing Enhance the Customer Experience? Omnichannel marketing enhances the customer experience by delivering consistent messaging across all channels, so the customer feels like they’re dealing with an actual entity, and not a random series of brands being thrown at them. ### Can Omnichannel Marketing Drive Higher Conversion Rates and Sales? Omnichannel marketing can drive higher conversion rates and sales by tracking consumer data across the customer journey. The strategy is largely informed by data, which can tell you how and when your consumers engage with brands. As the approach maintains consistent messaging and reaches the customer at multiple touchpoints, it promotes brand recognition, customer engagement, and loyalty. The strategy gives marketers a more holistic view of the customer journey via mapping it along all touchpoints. It identifies where customers interact with a brand, analyzes the data to see where friction occurs, and then develops plans to work through the challenges, and land a conversion. ## Key Components of an Omnichannel Strategy ### What Are the Different Channels That Can Be Integrated in an Omnichannel Approach? The different channels that can be integrated in an omnichannel approach include SMS messages, radio and podcast ads, video ads, display ads, in-store displays, in-store and outdoor interactive kiosks, social media ads, and email marketing newsletters. ### How Do You Ensure Seamless Transitions Between Different Touchpoints? You can ensure seamless transitions between different touchpoints by employing consistent messaging that makes it feel like the brand is a dependable source, no matter how or where the consumer encounters it. One way to maintain consistent branding and messaging across all channels is to create a style guide that includes certain words and phrases, as well as graphics, fonts, colors, and other aspects of visual presentation. Maintain clear and firm rules about how you speak to your target audience, whether as a trusted friend or something more formal. Decide whether your voice is humorous, serious, or a combination of both. As you work out the nuances and create a clear voice, it will become easier to maintain a consistent tone when launching your omnichannel campaigns. Make sure to save and analyze consumer interactions along the way, so that you have a sense of their behavioral history and you can see where they might have lost or gained interest. You can also set up your campaign touchpoints so that the consumer can engage with a brand on one platform and complete the purchase on another if necessary. This way, they can buy whenever the mood hits, and not just when they happen to be on one particular channel or device. ### How Important Is Personalization in an Omnichannel Strategy? Personalization is very important in an omnichannel strategy (and, indeed, in any marketing strategy). It’s also easier than ever before, given the amount of data marketers can collect using the various technologies available to not only gather data, but organize it, and in some cases suggest a next move. Nearly 75% of consumers say they are more likely to buy from brands that deliver personalized experiences, and they spend 37% more with those brands, according to a recent study from Deloitte. Since an omnichannel strategy is based on reaching the consumer through as many avenues as possible and basing interactions on previous behavior, it offers a particularly good opportunity to achieve a high level of personalization. ## Implementing an Omnichannel Approach ### What Are the Initial Steps Involved in Developing an Omnichannel Strategy? To get started with developing an omnichannel strategy, you’ll want to map the customer journey, define how you will measure success (ROI, certain KPIs, etc.), create a unified customer data strategy with easily accessible data, arrange a flexible tech stack to support your personalization strategy, and be prepared to keep testing and iterating. ### How Do You Map the Customer Journey and Identify Key Touchpoints? In order to map the customer journey, find out what channels your customers use, where they are likely to find your brand, where they either stop without making a purchase, or where they decide to make a purchase. You can experiment by offering personalized discounts for people who abandon their carts or are returning after an absence of shopping. You want to get clear about your business goals and which metrics are most important to you in determining whether your campaign is a success. Create a data strategy that will give you a full view of the customer, so you can track their interactions across various touchpoints with your brand’s messaging across the channels. As you get to know your customer, you might prioritize different channels and types of messaging over time. ### How to Measure the Success and ROI of Your Omnichannel Efforts? You’ll want to take a few key things into account when measuring the success and ROI of your omnichannel efforts. For example, you can track key performance indicators like conversion rates, cross-channel engagement, customer lifetime value, customer retention, customer acquisition costs, and return on ad spend. Pay attention to which areas of your campaign drive conversions and engagement (revenue attribution), and how much your campaign has earned versus how much you’re spending. You can look at the campaign as a holistic experience and then break down where you’re seeing positive movement. In order to do this, make sure your tech stack is giving you what you’ll need. A good mix includes: cross-channel analytics to track customer behavior across the platforms; a customer relationship system to provide a holistic view of a customer’s history and enable personalization; customer data platforms to unify data from all touchpoints; and API integration for real-time data sharing across the platforms. The silos that generally exist between sales and marketing can hamper productivity and campaign success, so it’s wise to break them down as much as possible. By fostering a collaborative culture where both sides share the same goal, utilize one unified source of data, and engage in open and easy communication, you’re more likely to get the teams to behave like one solid force, rather than separate entities. ## Challenges and Best Practices ### What Are Some Common Challenges in Implementing Omnichannel Marketing? Some common challenges in implementing omnichannel marketing include maintaining brand voice and messaging throughout all channels, integrating data across all channels, dealing with outdated technologies that won’t support omnichannel marketing, handling attribution measurement issues, and ensuring you’re getting quality data that can help you make the right decisions. ### What Are the Best Practices for Creating a Cohesive and Seamless Customer Experience? In order to create a cohesive and seamless customer experience, you’ll need to make sure you can overcome data integration and channel management issues. You can do this by making sure your data isn’t siloed and is instead easily accessible to all departments. You can also connect your sales, marketing, and customer service teams so everyone has access to the same information when viewing customer behavior on your channels. You’ll also want to agree on a specific brand message so your customer has a consistent experience no matter where they encounter your brand. One way to do that is to leverage customer data effectively, by paying attention to what resonates with your customer and what influences their engagement with your brand. From there, you can personalize your approach for specific situations. And, of course, you want to stay on top of emerging technologies (like AI) that can help you better track and plan for evolving customer behavior. As you get to know your customers, and as customers overall change their expectations and needs, you want to stay agile and open to changing your methodologies. ## Key Takeaways Omnichannel marketing is a necessary part of doing business in today’s marketing landscape, where consumers are encountering your brand on multiple different channels. By integrating various technologies and creating a consistent messaging plan across every touchpoint, marketers can reach consumers in highly effective ways that can encourage greater campaign success and ROI. ## Frequently Asked Questions (FAQs) ### What are some examples of successful omnichannel marketing campaigns? Starbucks has seen success with its loyalty rewards app as part of an omnichannel marketing approach. The app lets customers check their balances and reload their cards whether in-store, on a website, or on the app, with real-time updates across every platform. Walgreens has also benefited from an omnichannel approach by allowing users to optimize their in-store experience via online choices. Customers can quickly fill out refill requests and place orders on their mobile device, and then pick up the item in a local store. While this might seem like a “digital first” experience, it ties in directly with making their in-store experience easier and more streamlined. ### Is omnichannel marketing only for large businesses? Omnichannel marketing is for businesses of all sizes. While larger companies might have the means to make implementation easier, smaller businesses have everything to gain from connecting with the consumer across every possible channel. ### How much does it cost to implement an omnichannel strategy? The cost of implementing an omnichannel strategy will vary from brand to brand, as it depends on how many channels and platforms a brand is seeking to integrate into its strategy, and how much data it is looking to collect and analyze. The more data and the more touchpoints, the higher the costs might be. ### What is the future of omnichannel marketing? The future of omnichannel marketing involves more personalized experiences and increased use of AI to analyze data and aid in marketers’ decision-making. Immersive experiences, such as augmented reality and virtual reality, will likely also increase as technologies develop and consumers crave new and innovative forms of engagement. ### How do you train your team for an omnichannel approach? In order to train a team when implementing an omnichannel approach, it’s important to develop clear and cohesive brand messaging and commit to deliver that across all platforms. You’ll also need to train the team to understand the different customer relationship management systems and various kinds of data they will encounter throughout the omnichannel campaign. The team will need to learn how to align with other departments on shared goals, and how to effectively understand consumer interaction across the various touchpoints on the way to conversion. --- ### Search Engine Optimization: The Importance of SEO for Your Business URL: https://www.taboola.com/marketing-hub/search-engine-optimization/ Last Modified: 2026-06-22 08:50:15 One of the most important advertising spaces in digital marketing is the Google search results page, and search engine optimization (SEO) is an affordable and effective way to get there. A successful SEO strategy involves creating unique content using relevant keywords that search engines recognize, but only to an extent that does not compromise the quality of brand messaging or user experience. So, it’s a delicate art, but an important one to master to gain new customers. ## What Is SEO? SEO is the pairing of technical knowledge of how search engines work with quality content that consumers need. When websites answer questions with relevant information and optimize this content with common keywords people use, it helps content appear more often, and higher up, on search engine results pages. That is why search engine optimization is vital for directing people to your website, and by extension, helps promote your products and services. ## Importance of SEO for businesses SEO is vital for business, because the ongoing optimization allows companies to gain visibility while generating traffic, leads, and conversions without spending much money (a few subscription fees for search engine optimization tools, and whatever your content budget is, e.g.) “SEO is how people find your business online if they don’t already know your brand name and you’re not paying for Google or social media ads,” explains Michelle Symonds, an SEO specialist at Ditto Digital. By ensuring that your website is displayed when someone does an online search relevant to your business, companies find new customers from the right locations, she adds: “That is why it’s important for any business.” ## Crawling, Indexing, Ranking: How Do Search Engines Work? Search engines work like a digital librarian, explains Symonds. First, bots scour billions of pages to identify new content and changes to existing content, which in the SEO world is referred to as crawling. Once a business’ page is crawled, the search engine uses keywords and topics to organize content in an easily retrievable database of all the information on the internet, or an index. Finally, when someone goes to the digital librarian or search engine with a question, they can find the most relevant content from this index. This determines a website's rank in search engine results. “Ranking uses complex computer algorithms, comprised of hundreds of different factors, to decide the order of the web pages retrieved for any particular search query,” Symonds says. A number of Google Core updates have informed these algorithms in recent years. ## What Are the Most Recent Google Core Updates and How Do They Affect Search Results? ### Helpful Content Update Introduced in 2022 to reduce spam and irrelevant backlinks, the Helpful Content Update was refined in 2024 to prioritize quality content and user experience over low-quality, keyword-padded pages. These updates “rewarded genuinely helpful content and cracked down on unnatural links,” says Paul Jozsef, founder of the marketing agency Digital Practice. Likewise, they built on Google’s ranking system, which emphasized expertise, authoritativeness, and trustworthiness (E-A-T) by adding another E to the equation: experience, or E-E-A-T. ### AI-generated Spam Update In March 2024, Google updated its algorithm to crack down on websites scaling content with AI and AI-generated spam. This update also targeted sites using expired and irrelevant domain names to manipulate the algorithm. These major changes also reduced the search relevance of “low-quality, SEO-first pages,” Jozef says. ### Product Review Update The product review update in February 2023 rewarded detailed analytical product reviews that, again, reflected experience, expertise, authoritativeness, and trustworthiness. This update also penalized vague reviews and forced marketing professionals to update content with more details. ## How Is AI Affecting Search Results? ### SERP Snippets AI-generated SERP (search engine results pages) snippets — i.e., the quick summaries that appear at the top of these pages — have reduced organic traffic among users looking for quick, surface-level answers because they can get that without leaving the search engine page. Still, customers looking for more detailed information need to see your SERP snippets at the top of search results to click on your website. So, creating content that emphasizes experience, expertise, authoritativeness, and trust is still essential for SEO. ### AI-powered Search Engines AI-powered search engines like ChatGPT and Perplexity have changed how people look for information. Although Google’s indexing capabilities make it easier to optimize for keywords, ChatGPT doesn’t crawl or organize information the same way. Instead, these search engines rely on large language models to answer questions. As a result, companies should create conversational, personalized content geared towards intent-based searches when optimizing for AI-powered search engines. ### Optimization Efficiency AI-powered tools like Surfer SEO can provide fast, detailed analysis of keywords, make content recommendations, and analyze user data for better audience targeting. These tools can also quickly generate content. However, because the Google algorithm favors originality, AI-generated web pages produced without human editing and oversight are more likely to harm a company’s SEO strategy than help it. ## 4 Types of SEO Techniques ### On-Page On-page SEO is a type of search engine optimization strategy that refers to everything a company can control on its website. This includes content quality in general, but also keyword usage, headings, and other meta tags, internal linking, alternative text that describes images, and URL structure. Correctly optimizing these elements can all help improve rankings. ### Off-Page / Link Building Off-page SEO is about getting other credible websites to link to your site in their relevant content, also known as backlinking. Collaborating with other businesses and content creators by using their links or providing opportunities for guest blog posts can help boost backlinks. ### Local Local SEO is essential for local, physical businesses. It ensures that when people search for a product or service nearby, they know where to go. The best way to optimize local SEO is to create a Google Business profile to gain online reviews and research local keywords to incorporate into relevant content. ### Technical Technical search engine optimization involves anything related to how your website functions. To improve technical SEO, companies need to make sure their websites are efficient and easy to use. This also includes optimizing code to provide search engines with additional information and decreasing page load time, which is one technical aspect of Google Core Web Vitals signals. ## SEO Best Practices By implementing key SEO best practices, you can enhance your website's visibility, attract organic traffic, and ultimately drive business growth. From strategic keyword research to technical site improvements, a well-executed SEO strategy is crucial for cutting through the noise and connecting with your target audience. Here are some recommended practices. ### Crafting High Quality Content Since the Google algorithm de-prioritizes vague pages that overemphasize keywords, creating high-quality content is the best way to optimize for SEO. That means content should address your ideal customers' pain points and educate them on how your products and services can solve their problems. Quality content should also be driven by E-E-A-T principles. Incorporating customer reviews, testimonials, case studies, backlinks, and expert insight can highlight experience, expertise, authoritativeness, and trustworthiness and boost your website's ranking for relevant searches. ### Utilize Long-Tail Keyword Searches Long-tail keywords are phrases with three words or more that are more descriptive and indicate that the individual searching is further along in the marketing funnel. Longer-tail keywords tend to have lower competition as well, so they can lead to higher rankings and conversion rates. For example, a parenting brand may use long-tail keyword searches like “best strollers for babies” or “how get a newborn to sleep” which can tell business more about user intent. Tools like Semrush can help businesses research long-tail keywords with higher search, and lower competition and keyword difficulty. ### Embrace AI, But Don’t Depend On It With more consumers going to AI-powered search engines for answers instead of Google, adapting to emerging technologies like artificial intelligence has become an inescapable aspect of SEO. To optimize for AI search, focus on long-tail keywords that emphasize user intent. Creating informative content that clearly answers queries, incorporating multimedia, and adding code to your website’s HTML that describes content, can also improve AI search rankings. Although AI can generate content, both Google and AI search engines deprioritize general content that lacks expertise and human oversight. At this stage of innovation, it's best to utilize AI to expedite content research and outlines. ### Think Locally It is becoming more competitive to rank for national or international search terms, but local, personalized search terms can improve SEO, especially for small to medium businesses (SMBs). By creating a Google business profile and filling out each section with detailed, accurate information, adding images, and engaging with customers through reviews can help companies optimize for local SEO. Tools like Google Keyword planner can give brands insight into what keywords and phrases the local audience is using in their searches. ### Maintain Authority Once your website is ranking well, it’s important to keep that positioning by maintaining authority. Investing in PR outreach can help brands network with other reputable sites, who can link to your content. Boosting your backlink profile communicates to Google that your company is an authority on certain topics, and should be ranked higher than sites with fewer backlinks. With more overhead, businesses can put a portion of their ad budgets towards original research, case studies, and expert testimonials. Backlinks combined with a strong E-E-A-T content strategy is an effective way to stay on top through SEO. ## SEO Tools ### Google Analytics Google Analytics (GA4) is a free tool that helps brands see where their website traffic is coming from, such as organic search, social media, paid ads, or other referrals. This helps with identifying which channels to focus on optimizing. Other tools like Google Search Console can be integrated with GA4. This shows what queries and keywords consumers are using to find your site. Businesses can then create content that speaks to these searches, which can boost rankings and SEO. ### Semrush Semrush has a database of over 25 billion keywords, providing valuable insight into what people are searching for related to a certain subject area. This tool also helps brands identify trending topics and which high-volume keywords have lower keyword difficulty, to improve content strategies and overall SEO. ### Ahrefs Like Semrush, Ahrefs helps businesses identify important keywords. This comprehensive platform also provides insight into what keywords competitors are ranking for, showing opportunities for optimization. Ahrefs also helps with critical backlink analysis by tracking the number and quality of backlinks on your website, flagging broken backlinks, and identifying areas where anchor text could be improved for SEO. ### Surfer SEO Surfer SEO analyzes top-ranking pages and makes recommendations based on the keywords and structure of top performers. The AI-powered resource also identifies keyword-rated words to enhance search further and gives content a score to gauge relevance and highlight areas for improvement. ## How to Measure SEO Success ### Ranking Appearing higher up in search results is the goal of search engine optimization, so where your content ranks is a clear indicator of SEO success. The higher your ranking, the better your content's chances of getting eyes on it, which tends to increase organic traffic. ### Impressions Impressions, or the number of times your website appears in search results, is another valuable metric for measuring SEO success. Like ranking, impressions directly impact brand visibility and overall reach. Experts agree that anywhere from 500 to 1,000 impressions a month indicates your SEO strategy is working. ### Click-through Rate While ranking and impressions indicate whether your website is showing up in search results, how high up it is, and how often, click-through rate (CTR) shows how many people are clicking on it. A high CTR is a sign that your content is relevant and engaging, whereas a low CTR with good ranking and impressions can be an opportunity to re-strategize about the quality of your messaging. ### Organic Traffic Organic traffic, or the number of people visiting your site without targeted advertising, is a good signal that your SEO strategy works. If your website is ranking well, receiving a sizeable number of impressions, and people are clicking on content, this should also be reflected in organic traffic. ## Key Takeaways SEO is a marketing technique that combines knowledge of what search engines prioritize with unique, informative content, so it ranks higher on results pages: It’s vital for educating new customers about your business when searching for solutions online. Search engines like Google rank content that emphasizes experience, expertise, authoritativeness, and trustworthiness higher than vague websites that rely on keywords only. Advances in AI are making some aspects of optimization easier, such as keyword research, but innovations like AI summaries of SERP snippets can reduce CTR. Certain metrics, such as ranking and organic traffic, inform companies whether their SEO strategy is working or should be reassessed. ## Frequently Asked Questions (FAQs) ### SEO vs. PPC: What’s the difference? SEO refers to the organic process of getting your website to rank higher for searches related to your content, products, and services. This is achieved through creating high-quality content that naturally incorporates relevant keywords frequently used in Google searches. Pay-per-click, or PPC, involves paying for ads or sponsored content to appear at the top of search results. Both marketing strategies have similar goals — mainly to appear on search engine results — but SEO does not require much overhead to get started. ### What role does content marketing play in SEO? Content marketing involves strategically creating and sharing information that helps people, but does not promote a brand directly. The goal is to educate consumers, and when done correctly, content marketing gives businesses more authority on particular topics, which boosts visibility in search results. Thus, effective content marketing is essential for SEO, and the strategies work best together. ### How do I conduct a link audit on my website? Conducting a link audit is easy with tools like Google Search Console or Ahrefs. Compile your link data before examining each link individually and identifying any broken links or areas for improvement. Finally, create an action plan to fix issues, such as updating and increasing backlinks and internal links. ### How does SEO affect or contribute to performance marketing? Although performance marketing refers to paid campaigns, effective SEO strategies can enhance these efforts by increasing the number of people who enter your marketing funnel. ### How frequently should I update my content for search optimization? Since relevant content is a vital part of search engine optimization, experts recommend conducting updates every few months at a minimum. However, updating content as often as possible, even weekly, is optimal. Content should also be promptly updated for SEO if there is a sudden decline in traffic or rankings. --- ### Vertical Banner Ads: What Are They? How Are They Used? URL: https://www.taboola.com/marketing-hub/vertical-banner/ Last Modified: 2026-03-23 11:10:11 Whether you’re an advertiser or just a regular internet user, one thing we can all agree on is that the digital landscape right now is enormous. With so many apps, ads, and services competing for clicks, it’s an assault on users’ senses, and difficult for advertisers to keep up with the latest flashy ad mediums while finding a way to stand out. Throughout all the internet evolution of the last few decades, a constant companion has been the banner ad, specifically vertical banner ads. They may look similar to the early days of the internet, with the same shape and basic premise, but don’t write them off just yet: There’s a lot this ad format can deliver, and a lot you’ll be able to do with it. As an advertising copywriter, I see the value in these. They’re not as invasive as a video ad, but offer more than a static print ad, and still give a fair shot to get your message and product across in enough time to entice a user to click. Plus, they can get really creative, too, so make sure you have fun with it. First, though, let’s learn a little more about their structure and how they work. ## What Is a Vertical Banner (Also Called a Skyscraper Ad)? Vertical banners, or skyscraper ads, are tall, narrow digital advertisements on the lateral margins of web pages. You’ve definitely seen them before, sitting on the sidelines, cycling through animated slides, and ending on a call to action (CTA) asking for your click. They’re one of the oldest forms of online advertising, but they’re still around because they bring a lot to the table. They’re persistent without being overly obnoxious, easily visible during scrolling, and offer sustained brand exposure, making them a reliable method for capturing user attention and getting your targeted messaging through. ## Standard Sizes for Vertical Banners These are the most common vertical banner sizes you’ll find and have access to creating: ### 120x600: The Standard Skyscraper The most widely adopted vertical banner format by far, it fits into sidebars well and gives enough vertical space for content and broad reach. ### 160x600: The Wide Skyscraper If you need a slightly wider option, this may be for you. The wide skyscraper provides greater creative flexibility without significant intrusion on the user experience. ### 300x600: The Half Page Ad (HPA) Significantly bigger and taking up way more space than the other skyscrapers, the HPA is a larger, attention-grabbing (and really hard to ignore) format. It’s most used for ads that are working with detailed visuals and information, requiring careful placement consideration that wouldn’t otherwise work in a slimmer ad format. ### Other Less Common Sizes There’s definitely other variations of sizes out there, and I’ll get into a few more later, but focusing on the standard, wide, and half-page sizes are what I’d advise when getting started. ## Benefits of Vertical Banners ### Persistent Visibility and Sustained Engagement When your ad remains visible during scrolling, it significantly enhances brand exposure and the chances that users will remember your message. ### Minimally Intrusive Placement Strategy With its lateral positioning in the sidebars, vertical banners bring a less disruptive advertising experience to the user, compared with alternate methods like pop-ups. ### Creative Expression The vertical format allows for comprehensive and engaging creative executions. You can get clever and fun with these, utilizing the format and even its limitations to create an ad that users will find funny, meaningful, and, most of all, memorable. ### Brand Reinforcement and Recall When an ad is memorable, consistent, and non-disruptive, it’s more likely to get positive brand recognition from users over time. ### Utilizing a Website’s Content Think about using the content or subject matter of the web page as part of your advertising strategy with a vertical ad. Thoughtful placement and integration can boost an ad’s recall and recognition. ## Considerations to Take When Advertising With Vertical Banners ### Maintain a Balance Between Visibility and User Experience Prioritize a positive user experience alongside advertising exposure. This means keeping eyesores like seizure-inducing flashing lights or overly repetitive CTAs to a minimum (or better yet, not at all). ### High-Quality Creative Design There may not be a ton of space to work with here, but an impactful design that’s easy to read and understand is essential to getting your users to take action. ### Mobile and Other Devices People aren’t just on desktops anymore, and you’ll need to assume that a good percentage will be viewing your ad on phones, tablets, or some other connected device. That’s why easy adaptation across various screen sizes is crucial, so it’s not a scrambled mess of broken images when it loads. ### Ad Blocking Software Ad blocking software is everywhere now, even built into some browsers. It’s a tough one to get around, if at all, so it’s best to keep in mind the potential impact of ad-blockers as you craft your campaign’s designated reach. ### Monitoring Metrics After all the above is checked off, maybe the most important thing is to make sure that your banners are actually being seen by the target audience. If not, it’s time to take a step back and see where the blockage is. Tracking core metrics is crucial for understanding the effectiveness of your vertical banners, but to truly grasp the impact they’re having, it's best to go beyond the basics. Choose an ad platform that offers in-depth features like comprehensive analytics dashboards, which can provide you with deeper insights into metrics like user engagement and conversion paths that were initiated by your banners. ## Vertical Banners vs. Other Banner Ad Types Before getting started on verticals, take a minute to get to know these other various banner sizes and shapes: ### Leaderboard (728x90) Horizontal, typically top-of-page, with different visibility characteristics. ### Medium Rectangle (300x250) Versatile, near-square format, often within content, with less sustained visibility. ### Wide Skyscraper (160x600) vs. Standard Skyscraper (120x600) The difference here is primarily the width and visual prominence on the page. ### Mobile Banners (Various Smaller Sizes) Specifically designed for smaller mobile screens. ## Vertical Banner Ad Placements Size and creative content are just two major pieces of the puzzle when it comes to creating a successful vertical ad. Another crucial area is placement — here are a few examples of where vertical ads can go to be most effective: ### Website Sidebars Good ol’ tried and true, this is the conventional and most frequent placement for sustained visibility. It’s a snug spot that’s noticeable, fitting for the banner’s shape, and visible without being intrusive. ### Adjacent to Long-Form Content Similar to the above, you can also make your ad more effective when thematically relevant to the surrounding text. ### Within Website Navigation These ones are a little unconventional, as they target users while they’re actively scrolling through the site. They capture attention, but can be seen as annoying, too. ### Below the Fold Much like in a newspaper, a below-the-fold ad might be bigger, more effective, and engaging for those who see it, but not everyone is going to, and that’s part of the risk. ## Best Design Practices for Vertical Banners ### Clear and Concise Messaging Prioritize a singular, focused key message for clarity and fast delivery. You’ve got about two seconds before you lose a viewer’s attention. ### Utilization of High-Quality Visuals Even if you have a killer tagline and copywriting, don’t skimp on relevant, high-resolution graphics. These significantly enhance engagement and make things look more professional and respectable. ### Prominent and Action-Oriented CTA Concise, directive language ensures that the user will know where to go and what to do if they want to take action. If it’s not clear, they may give up and move on. ### Consistent Brand Identity Integration Reinforce brand recognition through consistent use of visual elements, so viewers can learn to easily recognize your style at a glance. ### Optimization of File Size for Rapid Loading You can have the best vertical ad ever, but if it doesn’t load properly, it’s pretty useless. Make sure to minimize file size in order to enhance user experience and boost your ad’s performance. ### Adaptability Across Devices I mentioned this above as well, but don’t forget about scalability (or develop device-specific creative variations). Bottom line, viewers should be able to easily see it no matter the device they’re on. ## Vertical Banner Ads Measurement (Metrics) Once your ad is up and running, how do you know if it’s successful? Here are some key performance indicators (KPIs) to keep track of: ### Impressions These are the total number of times the banner is displayed, letting you know the reach you’re getting from it. ### Click-Through Rate (CTR) CTR is the percentage of impressions resulting in a user taking action and clicking. ### Conversion Rate Similar to CTR, but a conversion rate tells you the percentage of clicks that led to a desired ultimate goal, like a purchase. ### Viewability This is a key one to measure how well your placement is working. Viewability shows you the percentage of the ad that’s visible to users, clueing you in to its efficiency. ### Cost Per Click (CPC) Vertical banners can bring in sales and revenue when successful, but how are you supposed to know how much it’s going to cost you? The average cost per user click is crucial info for budget management. ### Return on Ad Spend (ROAS) This shows you how profitable your ad is compared with what you’re spending. ROAS measures the revenue generated for every dollar spent, specifically on your vertical banner advertisements. It's calculated by dividing the total revenue attributed to vertical banner ads by the total cost of running those ads. A higher ROAS tells you that the vertical banner ad campaign is doing its job in generating revenue. ## Optimization for Vertical Banner Performance ### Desktop Optimization Always be A/B testing creative to see which versions resonate with users more. Along with that, stay on top of refining targeting, monitoring placement efficacy, and enhancing landing page relevance. ### Mobile Optimization Strategies Consider alternative formats for users on mobile devices, and optimize for touch interaction since that’s becoming more and more commonplace. Be sure to prioritize concise messaging, and test mobile-specific landing pages too. ## How Do Vertical Banners Perform in Programmatic or Real-Time Bidding? Vertical banners are widely available in programmatic and RTB environments, often with competitive bidding. These programmatic platforms can help with offering precise targeting, real-time optimization, and detailed performance analytics. ## What Are Common Mistakes to Avoid With Vertical Banners? If there’s one overarching piece of advice you’ll hear me say over and over, it’s to keep things straightforward and concise. You’ve got a short amount of time to get your message across, so stay away from things like: - Overly complex and cluttered design. - Generic and uncompelling messaging. - Low-quality or irrelevant visuals. - Neglecting mobile responsiveness and display optimization. - Lack of a clear and prominent call to action. - Not implementing comprehensive performance tracking. - Deployment in irrelevant placement contexts. ## Key Takeaways After decades, vertical banners still remain a simple but strategically valuable tool in digital advertising, offering wide visibility to users across devices, apps, and interests. Understanding things like standard specifications, effective design principles, and key performance indicators is essential for creating successful campaigns. But, make sure to prioritize clear messaging, high-quality visuals, and relevant placements, with continuous testing and optimization. ## Frequently Asked Questions (FAQs) ### Vertical banners vs. web page sidebars: What’s the difference? They’re related, but different. A web page sidebar is a structural component of a website's layout. It’s a dedicated vertical section, typically on the left or right, designed to hold various elements. Think of it as a container or a column within the page's overall design, one that can house a wide range of content, from navigation menus and social media feeds to calls to action and, of course, advertisements. A vertical banner, on the other hand, is a specific type of advertising content that’s within that web page sidebar (or sometimes another vertical area on a web page). It's a visual advertisement specifically designed to attract attention and convey a marketing message. While a vertical banner ad often resides within a sidebar, the sidebar itself is a more structural element that can contain various non-advertising content as well. The key distinction between the two is that a vertical banner is specifically for advertising, while a sidebar is more for general content and navigation. ### What are the latest trends in vertical banner advertising in 2025? Digital advertising is constantly evolving, and vertical banners are no exception. On the surface they may look the same as past years, but it seems like several key trends are popping up: - Enhanced interactivity: Static banners are becoming less engaging and inspiring, and easier to ignore. Expect to see more vertical banners incorporating interactive elements like quizzes, polls, mini-games, and dynamic content feeds to capture user attention and encourage interaction directly within the ad unit. - Advanced personalization: Leveraging user data for more sophisticated personalization is something that’s increasing among advertisers across the board. Vertical banners will likely adapt their messaging and visuals based on individual user behavior, browsing history, and real-time context, aiming for greater relevance and effectiveness. - Augmented reality (AR) explorations: This one’s been brewing for years now, and while still in early stages for standard display ads, expect initial integrations of AR experiences triggered by vertical banners, especially on mobile devices. AR for vertical ads has real potential, and could involve technology like interactive overlays or virtual product demonstrations. - Privacy-focused approaches: As privacy rules get tighter, advertisers are turning to contextual ads and first-party data to serve up relevant vertical banners while minimizing their dependence on third-party tracking — all while prioritizing user trust and compliance. - AI-driven creative optimization: Artificial intelligence is creeping into everything, and will absolutely play a larger role in automatically generating and optimizing vertical banner creatives. AI tools can analyze performance data and suggest instant variations in design and messaging for continuous improvement. - Seamless content integration: Native advertising is influencing vertical banners, with designs that aim to blend more seamlessly with the surrounding website content, reducing ad blindness, toning down flashy out-of-place ads, and enhancing user engagement. - Cross-device adaptation: With diverse screen sizes and device types emerging all the time, vertical banners will need to adapt more intelligently to provide optimal viewing experiences across desktops, tablets, and new formats like foldable screens. ### How does audience targeting impact vertical banner results? Audience targeting is a crucial cornerstone of effective vertical banner advertising, and should be a major part of your strategy. By selecting the specific groups of users who are most likely to be interested in your products or services, you can significantly increase the chances of enhancing your campaign’s performance. When it’s successful, the impact is felt all around: - Increased relevance: When your vertical banners are shown to a relevant audience, the messaging and visuals are more likely to resonate with their needs and interests, leading to higher engagement and a more positive perception of your brand. - Improved click-through rates (CTR): Targeted ads are more likely to generate clicks, since they’re shown to users actively seeking (or interested in) related information or products. A higher CTR is a clue that your ad is grabbing the attention of the right people. - Higher conversion rates: By reaching users already predisposed to your offerings, you increase the likelihood that their clicks will result in desired actions, such as purchases, sign-ups, or inquiries. Targeting helps connect with users further down the sales funnel. - Reduced wasteful spending: If you’re not using effective targeting, a significant portion of your ad impressions might be shown to users who have no interest in your products, causing you to waste your budget. Targeting ensures that your advertising spend is focused on reaching potential customers. - Enhanced ROI: Make your campaigns as cost-effective as possible by improving engagement, CTR, and conversion rates while reducing wasted spending. Valuable data insights: Analyze the performance of your banners across different audience segments. This helps provide valuable data on which demographics, interests, and behaviors are most responsive to your messaging, and gives you a roadmap for continuous refinement of your targeting strategies and creative content. --- ### App Installs: Definition and Best Practices URL: https://www.taboola.com/marketing-hub/app-install/ Last Modified: 2026-06-30 07:40:32 If you’re a marketer tasked with boosting mobile app installs, one of the best ways to target the right audience is through app-install ads. These specialized digital ads are designed to drive installs by putting your app in front of the people most likely to download and use it. In this guide, I’ll break down how app-install ads work, highlight the benefits across several popular ad platforms, and share some best practices. ## What Is an App Install Ad? An app-install ad is a digital advertisement specifically designed to encourage users to download and use a mobile app. App-install ads tend to be visually appealing, using high-quality images and video, with clear messaging and a direct call-to-action (CTA), often as a download button. Most major ad platforms — like Meta, Google, Realize, and social media channels like Pinterest, X, and Snapchat — offer app-install ads. Unlike traditional digital ads, app-install ads are optimized to track and measure app downloads. ## 6 Best Practices for App Install Ads ### 1. Use eye-catching visuals At the risk of sounding obvious, always use high-quality images and videos that showcase your app’s functionality and value. ### 2. Focus on the benefits, rather than the features Don’t just tell users what your app can do — let them know how it will make their life easier, or solve their problems. ### 3. Avoid long copy It’s best to use clear and concise headlines with direct CTAs, e.g., Install Now, Download Free, as these work best on mobile devices. ### 4. Target the right audience Regardless of the ad network you’re using (Google, Facebook, Realize), make sure to leverage their targeting capabilities. This will help you reach users based on location, interests, behaviors, etc. ### 5. A/B test your ad creatives Run two versions of your ads to test different headlines, visuals, and CTAs. This way, you can see which version drives the most installs. ### 6. Track user actions post-install Use tools like Meta’s SDK, or MMPs to track in-app behavior, such as sign-ups, purchases, and retention. ## What Do App Install Ad Platforms Do? App install ad platforms don’t just place your ads, they provide you with tools that are designed specifically for driving app downloads. Here are some key features offered by these platforms: ### Drive Installs Across Multiple Channels When you work with an ad platform that serves ads across multiple channels, like Meta or Google, your app install ads can appear in everything from social feeds to search results, video streaming platforms, and, in the case of Realize, the open web. ### Accurate Tracking of App Installs Most ad platforms can connect to MMP or SDK tools, which can track when someone installs your app and the actions they take afterward. You need this data to know which ad or platform drove the install or to effectively re-target users who didn’t fully convert. ### Use AI to Find High-Quality Users The major app install platforms offer AI-powered optimization, which leads not only to more app installs but also helps to find the highest-quality, aka most profitable, users. Those are the ones who are more likely to take valuable actions in the app, like subscribing to a membership or making a purchase. ### Audience Segmentation App install platforms can segment audiences based on the type of mobile device they’re using, OS version, location, interests, or even behaviors. Having this information at your disposal makes it easier to promote your app to users who are more likely to convert. You can also avoid wasting valuable ad budget on low-value users. You can consult our recommended list of app install ads for 2025 with features and benefits. ## Key Takeaways App install ads are an excellent way to find new mobile app users, especially when you run them on platforms that are optimized for mobile engagement, like Facebook, YouTube, Snapchat, or Realize. Each platform has its distinct benefits, from cross-platform promotion (Meta, Google) to real-time visibility (Twitter/X) to open web access (Realize). Most platforms also offer advanced targeting and tools for install tracking. Whether you’re launching a new app or scaling an existing one, app install ads are an instrumental part of your growth strategy. ## Frequently Asked Questions (FAQs) ### What is an app install ad on Twitter (X)? Twitter, or X, app install ads use app cards to promote mobile apps directly in user timelines. The cards include your app’s icon, ratings, and a download button, and are designed to drive app installs. ### How do I run an app install ad on Facebook Ads? Meta Ad Manager allows you to create an app install ad using its “App Promotion” objective. Head to Ads Manager and select the ad account associated with your app. Select “Create” and the “App Promotion” objective from there. You can opt for a manual app promotion campaign or automate the process by choosing “Advantage+ app campaign.” Once you’ve completed the various sections, including budget and schedule, audience, placement, ad creative, etc., click “Publish” to take your app ad live. ### How do I create an app install campaign in Google Ads? Google Ads offers ad campaigns to promote your app on Google-owned properties like Google Search, Google Display Network, YouTube, etc. Here are the steps to follow: 1. From the “Campaigns” page, choose “New Campaign”. - Choose “App promotion” as your campaign type. - Select the app you wish to promote from the Apple App Store or Google Play Store. - Choose a name for your campaign. Google recommends including the OS in the campaign name (iOS or Android). - Configure your campaign location and language settings. - On the Budget and Bidding page, set your average daily budget, focus, and target users. - Finally, create your ad assets (headlines, descriptions, images, videos, etc.), and publish your campaign. --- ### 6 Best App Install Ads Platforms URL: https://www.taboola.com/marketing-hub/best-app-install-ads-platforms/ Last Modified: 2026-01-13 10:24:30 In today's hyper-connected world, having a fantastic mobile app is just the first step. The real challenge lies in getting it into the hands of your target users. With millions of apps vying for attention, a robust app install advertisement strategy is no longer a luxury – it's a necessity. But where do you begin? The digital advertising landscape is vast and ever-evolving, with numerous platforms promising to deliver the elusive "install." From social media giants to search engine powerhouses and specialized ad networks, each platform offers unique strengths, targeting capabilities, and audience reach. This blog post will cut through the noise, providing an in-depth look at the best platforms for app install advertisements. We'll explore the pros and cons of industry leaders like Google Ads and Meta (Facebook & Instagram), delve into the unique opportunities presented by Twitter and Snapchat, and touch upon other powerful contenders. Our goal is to equip you with the knowledge to make informed decisions, optimize your campaigns, and ultimately drive the growth your app deserves. Let's dive in! ## 6 Top Advertisement Platforms to Drive App Installs ### 1. Facebook App Install Ads Facebook allows marketers to run in-depth app install ad campaigns across Meta properties, including Instagram, Messenger, and on third-party apps and websites through Facebook Audience Network. Also, by linking your app via the Meta Software Developer Kit (SDK), you can track installs, retarget users who didn’t complete the install and optimize ad delivery based on real-time performance. Key Features:  - Advanced targeting. - Lookalike audiences. - Advanced install and in-app targeting via Meta SDK. - Run ads across multiple platforms (e.g., Facebook and Instagram) in a single campaign. ### 2. Google App Install Ads Google app campaigns use automation and machine learning to remove the work from ad creation. Instead of creating individual ads, you provide the creative assets, like text, headlines, images, and videos. From there, Google generates the ads and tests them across Google properties, such as Google Search, YouTube, Gmail, etc. Google’s AI can also optimize the ads to drive performance. Key Features:  - Can advertise across Google-owned properties. - Automated bidding and ad optimization. - Cross-channel targeting while managing a single campaign. ### 3. X/Twitter App Install Ads Twitter is now X — however, its app install ads are still often called Twitter App Cards. App Cards allow advertisers to drive app downloads directly from user timelines on X. When users click on the card, they are taken directly to the appropriate app store. You can target by interest, keyword, device, and location using static images and videos, and X will ensure that your ad is placed in relevant timelines in real time. Key Features:  - Leverages real-time visibility in X’s fast-moving timelines. - App Cards are customizable and include install buttons in the ad. - Cards are visually appealing, which can lead to higher engagement rates. - Users can view an app's critical details in a single tweet. ### 4. YouTube-App Install Ads YouTube app install ads are managed through Google Ads. Because they’re in video format, they are very effective if you want to showcase your app’s functionality. You’ll need to upload your video creative into an App promotion campaign and choose YouTube as your placement. You can set the ads to appear before, during, or after the video content. Google will automatically serve your ad to relevant audiences to increase the chances of installation. When users click on the ad, they are sent directly to the app store. Key Features: - Video ads allow you to showcase your app’s functionality. - Great medium for high-impact storytelling. - Leverages Google Ads’ tracking and bidding capabilities. - High conversion potential with CTAs that link directly to the app store. ### 5. Pinterest App Install Ads Pinterest uses Promoted App Pins, which are designed to blend seamlessly alongside the platform’s regular pin formats. The ads appear in users’ feeds just like any regular pin, but they have an “Install” button that allows users to download the app. To run an app install ad on Pinterest, simply upload your ad creative and set your targeting preferences, based on interests, keywords, or custom audiences. It’s very important to ensure your app is well-represented in your ad creative. Also, remember to include a link to your iOS or Android app store. Key Features: - Native ad experience can lead to higher engagement. - Ideal for visual-first and lifestyle brands. - iOS users can install the app without leaving Pinterest. ### 6. Snapchat App Install Ads Snapchat is a social media platform geared toward younger audiences. Snap Ads are full-screen vertical videos that lead to the app store where users can download your app. Snapchat recommends that advertisers create at least one video for their ads, and to keep it short (3-5 seconds is recommended). To create your first ad, head to the Delivery section and select the “App Installs” objective and your Impressions goal. Select your Customer List Audience and choose an age and gender. From there you can set your ad budget and duration. You can also connect your app with Snapchat to gain further insights into user behavior. For example, general MMPs (mobile measurement partnerships) allow you to see what actions Android Snap users take on your app after they respond to your ad, while the SKAdNetwork allows you to keep track of app activities on iOS devices (iOS14+). Key Features:  - Ideal for reaching Gen Z and Millennial audiences.  - Works well for entertainment, gaming, and lifestyle apps. - Reach people who have taken actions in your app by creating a Mobile App Custom Audience. ## Key Takeaways Successfully navigating the competitive landscape of mobile app installs requires a strategic approach to advertising. As we've explored, platforms like Google Ads and Meta (Facebook & Instagram) offer unparalleled reach and sophisticated targeting, making them cornerstones of many app install campaigns. However, neglecting the unique opportunities presented by lower-funnel, performance platforms, which cater to distinct demographics and engagement styles, would be a missed opportunity. To truly maximize your app's growth, consider harnessing the power of AI-powered software that leverages predictive analytics and intent-based targeting to deliver unparalleled ROI for your app install advertising. --- ### KPI's (Key Performance Indicators): Types, Tracking, Measurement URL: https://www.taboola.com/marketing-hub/key-performance-indicators/ Last Modified: 2025-07-24 10:45:22 You and your team might have some of the best ideas out there when it comes to sales and marketing, and you might be doing great work. But, if you’re not properly tracking your work, you might never know it. You might even shift to a less effective strategy because of that lack of knowledge. On the other hand, candidly, there’s always a chance your marketing efforts just aren’t working, your ad spends are often wasted, and you and the team need a serious shift. But, again, if you’re not properly tracking your progress (or lack thereof), then you may never know any of that. In both cases, using key performance indicators, or KPIs, can help keep you on track and ever improving. ## Defining and Understanding KPIs KPIs are the metrics a team agrees upon that will be regularly tracked and assessed. They set an expectation for performance, be that in terms of revenue, enrollment, reach, product development, and so much more. ### How Do KPIs Differ From General Metrics or Statistics? KPIs differ from general metrics and statistics because they are specifically tied to a company's strategic goals, whereas metrics are broader data points used for analysis. You may use stats and data to help create your KPIs, but it won’t go the other way around. In marketing and advertising, KPIs enable data-driven decision making by providing quantifiable metrics that measure the effectiveness of campaigns, allowing marketers to track progress toward goals and optimize strategies based on real-time data and historical analysis. ### What Are the Key Characteristics of Effective KPIs (SMART Criteria)? Effective KPIs are characterized by the SMART criteria: Specific, Measurable, Achievable, Relevant, and Time-bound. These criteria ensure that KPIs are clear, quantifiable, attainable, meaningful, and tied to specific deadlines. Using SMART criteria helps avoid ambiguity, confusion, and conflict, leading to more effective goal setting and progress tracking. KPIs are essential for measuring digital advertising success in particular because they provide quantifiable metrics that track campaign performance and guide data-driven decision making. They help to assess the effectiveness of marketing strategies, optimize campaigns in real-time, and demonstrate tangible value to clients. ## Types of KPIs in Digital Advertising Specific key performance indicators are relevant to different advertising channels, since each channel will have its own unique goals and metrics. For instance, social media KPIs might focus on engagement, while email marketing KPIs could emphasize open rates and click-through rates. ### What Are Common KPIs for Measuring Campaign Reach and Awareness? Common KPIs for measuring campaign reach and awareness include impressions, engagement, website traffic, branded search volume, and share of voice. Impressions show how often content is displayed, engagement tracks interactions, and website traffic indicates how many people are visiting the site. Branded search volume measures how frequently people search for the brand, while share of voice compares the brand's visibility to competitors. ### What KPIs Are Used to Track Engagement and Interaction With Ads? KPIs to track engagement and interaction with ads include click-through rate (CTR), conversion rate, engagement rate, and cost per click (CPC). These metrics help assess the effectiveness of advertising campaigns and provide insights for optimization. Conversion-focused KPIs measure desired actions by quantifying the percentage of users who complete a specific defined action, often referred to as a conversion. This action could be anything from making a purchase to filling out a form or signing up for a newsletter. By tracking the conversion rate, businesses can see how effectively their website, marketing campaigns, or product is driving users toward the desired goal. ### What Are Important KPIs for Evaluating Cost-Efficiency and ROI? To evaluate cost-efficiency and ROI, key performance indicators should focus on profitability, cost control, and resource utilization. Important KPIs include Gross Profit Margin, Operating Expense Ratio, Return on Investment (ROI), Cost Performance Index, and Cost Savings. ## Identifying and Selecting Relevant KPIs ### How Do You Align KPIs With Your Specific Advertising Goals and Objectives? To effectively align KPIs with advertising goals, start by clearly defining your advertising objectives, then select relevant metrics, and finally, ensure these KPIs are specific, measurable, achievable, relevant, and time-bound (remember: SMART). This process ensures you're tracking the right data to measure progress toward your advertising goals. ### What Factors Should You Consider When Choosing the Right KPIs? When selecting key performance indicators, prioritize alignment with business goals, ensuring they are measurable, actionable, and relevant to your industry and target audience. Consider using the SMART criteria to guide your selection. Avoid vanity metrics and focus on KPIs that provide actionable insights to drive decision making. ### How to Prioritize KPIs Based on Their Impact on Business Outcomes To prioritize KPIs, businesses should focus on those that directly align with strategic objectives, have the greatest impact on desired outcomes, and are feasible to measure and track. This involves understanding the organization's goals, considering the impact of each KPI on key areas, and assessing the feasibility of data collection and analysis. To effectively involve stakeholders in KPI selection, start by clearly identifying them and their interests. Then, engage them in discussions, workshops, or surveys to gather their input and ensure the selected KPIs are relevant and meaningful. Regularly communicate the selected KPIs, their rationale, and how they will be used, fostering transparency and accountability. ## Tracking and Measuring KPIs The best-picked KPIs on the planet don’t matter a bit if you’re not tracking them closely, so pay attention so you can take action, and don’t overdo it. For a single marketing campaign, it's generally recommended to track between five and 10 KPIs. While the exact number can vary based on the campaign's goals and complexity, focusing on a manageable set of metrics helps ensure clear results and actionable insights. Watch out, too, for common challenges you may run into when measuring digital performance, which range from improper attribution to ad fraud to data overload and so much more. ### What Tools and Platforms Can Be Used to Track Digital Advertising KPIs? To effectively track digital advertising KPIs, businesses can utilize a combination of tools and platforms. These include website analytics platforms like Google Analytics, social media analytics within platforms like Facebook, LinkedIn, and Instagram, and ad-specific tools like Google Ads and Meta Business Suite. KPIs should be monitored and reviewed regularly, typically monthly or quarterly, to ensure that they align with business goals and provide actionable insights. The frequency can be adjusted based on the specific KPI and how quickly things can change within the business. ### How Do You Set Up Accurate Tracking and Reporting for Your Chosen KPIs? To accurately track and report on chosen KPIs, start by defining clear goals, then establish a robust data collection and analysis process, potentially using software or tools to automate reporting and create dashboards. Regularly review and refine your KPIs and reporting methods to ensure they remain aligned with your evolving goals. To ensure data accuracy and reliability in KPI tracking, organizations should establish clear data collection standards, implement robust validation processes, and regularly audit data quality. This includes defining KPIs clearly, validating data sources, cleaning and organizing data, and analyzing data with caution. Regular reviews and updates of data are also crucial. ## Analyzing and Acting on KPI Data ### How Do You Interpret KPI Data to Gain Meaningful Insights? By identifying patterns and correlations in the data collected, companies can gain valuable insights that inform future marketing decisions. For instance, if a particular marketing KPI, such as email open rates, shows a consistent decline, it may indicate the need to revamp email marketing strategies or content, or to shift to another approach. On the other hand, studying your KPI data may confirm that an approach is working, prompting you to lean into it even more. ### How to Identify Trends and Patterns in Your KPI Performance To effectively identify trends and patterns in your KPI performance, you need to define clear goals, track relevant metrics, and analyze data using various techniques like time series analysis, comparative analysis, and data visualization. Regular review and adjustments to your KPIs, along with communication of results to stakeholders, are crucial for continuous improvement. Be sure to let people know when you see that improvement: To communicate KPI performance effectively to stakeholders, use clear and intuitive visualizations like charts and graphs, provide regular updates on results, and tailor communication to the specific needs and interests of the audience. Focus on presenting key takeaways and insights, and actively solicit feedback for continuous improvement. ### When and How Should You Adjust Your Advertising Strategies Based on KPI Results? Advertising strategies should be adjusted regularly based on KPI results to optimize performance and maximize ROI. Adjustments should be made when KPIs consistently show underperformance, when new data indicates a need for changes, or when external factors necessitate a shift in strategy. The frequency of these reviews can vary, but regular monitoring is crucial for staying on top of campaign performance. A/B testing (a method of comparing two versions of a product, service, or website to see which performs better) can be applied to a defined KPI — and it should be. By testing different variations and measuring their impact, businesses can make data-driven decisions to improve their KPIs and ultimately boost their bottom line. Using an ad platform that offers AI-powered A/B testing for real-time optimization can be immensely helpful with this. ## Key Takeaways A KPI (or key performance indicator) is a quantifiable metric used to measure how effectively an individual, team, or organization is progressing toward achieving a specific objective or goal. Essentially, it's a benchmark that helps track performance and demonstrate success. Examples include profit margins, customer acquisition, return on investment, and more. KPIs are crucial for businesses because they provide a structured way to measure progress, track success, and ensure alignment with strategic goals. They act as measurable benchmarks, helping companies understand where they stand and identify areas for improvement. For any given marketing campaign, it’s a good idea to have between five and 10 KPIs, and it’s critical that you track them closely and take action when changes are needed, based on what you find. ## Frequently Asked Questions (FAQs) ### What is a good KPI for a brand awareness campaign? One good KPI for a brand awareness campaign is called “share of voice.” This metric measures how much your brand is being talked about and how it compares to your competitors. Other key metrics include brand mentions, social media engagement, and website traffic. ### How do you calculate return on ad spend (ROAS)? To calculate return on ad spend (ROAS), divide the total revenue generated by your ad campaign by the total cost of the ad campaign. The result is typically expressed as a ratio, such as 4:1 (meaning $4 of revenue for every $1 spent), or as a percentage (400%). ### What is the difference between a leading and a lagging KPI? Leading KPIs, also known as lead indicators, focus on future performance by predicting potential outcomes, while lagging KPIs, or lag indicators, reflect past performance and the results of past actions. Leading KPIs allow for proactive adjustments, whereas lagging KPIs offer a retrospective view and help evaluate the effectiveness of past strategies. ### What are some common pitfalls to avoid when using KPIs? Common pitfalls to avoid when using KPIs include selecting the wrong KPIs, measuring too much, failing to act on data, and relying on industry benchmarks without considering individual business needs. Also, insufficient data quality, inadequate communication, and ignoring reviews/adaptations can hinder effective KPI implementation. --- ### Advertisements: Your Idea-to-Execution Guide URL: https://www.taboola.com/marketing-hub/ad/ Last Modified: 2025-06-22 11:12:02 Advertisements are everywhere in our lives, and have been for some time now, to the point that you encounter them everywhere you go — both online and in the real world. In fact, the amount of ads that people are exposed to in just one day is estimated at around 5,000, reaching all the way up to 10,000 — that’s up from between 500 and 1,600 in the 1970s. While it’s true that we’ve grown accustomed to tuning a lot of them out, they’re still there, vying for our attention (and money), from TV commercials to the billboards we see while driving, and now the digital landscape that’s always finding innovative ways to reach us. There’s a reason advertising is such a huge industry: When a campaign has all the right elements, it works. Sometimes even when it doesn’t, an ad will find a niche in pop culture and take off on its own as a meme or memorable phrase. As someone who’s been in the advertising world for two decades, I probably pay more attention to every ad I see than most people, and am always interested in the strategy and creative (or lack thereof) behind it. A good ad goes deeper than a catchy jingle, funny tagline, or eye-popping colors — these messages are carefully crafted to elicit thoughts, feelings, and ultimately actions out of the viewer. Knowing all the moving parts of advertising is a valuable skill in today’s cluttered world, and not just for us ad nerds. Whether you’re looking to be more of a savvy consumer, thinking about advertising your own business, or just someone intrigued by how companies get their messages across, I’ve broken it down here to give you a holistic look at everything that makes an ad come to life. ## What Is an Advertisement? Starting at the heart of it all: At its core, an advertisement is a message that a business or organization pays to share with a particular audience. That message, which can take many forms, typically aims to promote a product, a service, or a general idea you want to get across. You want to target the demographic that’s most likely to take action, and the largest number of people within that group. ## Why Are Advertisements Important? You might gloss over hundreds of ads in a day, unaffected by most of them (though keep in mind, you also might not be their target.) I’ve been around campaigns that were so meticulously crafted that a test audience just one year outside the demographic didn’t respond to it, while the main group did. If advertising didn’t work, you’d certainly see a lot less of it, but it absolutely does, and that’s why businesses spend so much time and money on creating the right campaign to send out into the world. Ads play a crucial role for the companies creating them, the people who see them, and the product’s reputation. ### Getting Noticed I’ve not only been writing ads for my whole career, but have also seen things from the other side when doing advertising for myself — everything from copywriting services to the music I write and record. Being on that end of things provides a whole different perspective, and can be incredibly frustrating for any client who believes in their product, but isn’t breaking through the noise. Even for someone like me who’s spent years in the ad world, selling your own product and getting attention can be a whole different game. When a new product hits the market, it might be life-changing for a certain subset of people, but how would those potential customers even know it exists? That’s where targeted advertising is still the best way to cut through and inform people, with the goal of encouraging them to make a purchase, click a link, sign up, or whatever the desired action is. ### Brand-Building Think about some of the brands you recognize instantly. Maybe they’ve been around your whole life, remind you of a happy moment, and have a distinct "feel" or "personality.” That’s branding, and companies spend lots of time, money, and research building their product’s persona. Whether it comes across as seeming fun, reliable, innovative, or caring, consistent advertising helps create and reinforce a brand’s identity in the minds of consumers. It reaches outside normal advertising channels, too: I once had a creative director tell me that in the age of social media and 24-hour news, “how a company behaves is its advertising nowadays.” ### Standing Out In lots of industries, there’s no shortage of companies offering similar things. Think about areas like drinks, insurance, and apparel: The sheer number of options can be instantly overwhelming even to those who are actively looking to buy. Advertising helps a business highlight what makes its products or services different (and ideally better), encouraging consumers to choose them over the competition. ### Educating and Informing Advertising is usually associated with sales, but that’s not always the case. Sometimes, an ad is more informational, getting the word out about a new feature, explaining how a service works, or even raising awareness about a cause or issue. ### Supporting Media Channels Have you ever been watching a show or listening to a podcast when you’ve heard something like “support for this program” or “thanks to our sponsor today”? Many of the websites, TV channels, and radio stations we consume for free rely on that advertising revenue to keep operating, helping fund the entertainment and information we take for granted. ### Highlighting Available Options Ads can be a valuable source of information, and this knowledge helps consumers make more informed decisions about what to buy or use. They expose us to a wider range of options than we might otherwise encounter, leading us to discover those new products or services that better meet our needs, further our interests, or make life a little easier. Not only that, but they often highlight sales, discounts, and special offers we may not have known about otherwise, giving consumers the chance — and motivation — to save money on the items they’ve been looking to buy anyway. ## Understanding the Core Elements of an Ad Every ad, regardless of its format or where you see it, has a story behind it. Assembling that final product was a process, composed of these components all working together in the hope that the ad delivers its message effectively: ### The Message This is where it all starts. Before the ideas even begin, identifying the core message you want to communicate is the center of everything. Whether it’s about the features of a product, the benefits of a service, or the core values of a brand, a clear and concise message is essential for the audience to understand what the ad is trying to say. ### The Audience There are a lot of people in this world, and your first instinct may be to cast the widest net possible to get the largest number of viewers. But, that’s not necessarily the most efficient way, and advertisers carefully think about who the audience you’re trying to reach is — the more specific the better. Understanding the target audience (such as their age, interests, needs, and habits) is a crucial part of hitting your sales goal, and advertisers tailor their message, visuals, and the channels they use to reach these niche groups. ### The Medium A target audience isn’t the only thing that advertisers have to narrow down — you also have to think about how the ad is going to reach them, and where they’ll see or hear it. Nowadays, there are plenty of options: They include traditional channels like TV, radio, and magazines, or digital platforms like social media, websites, podcasts, and email. Choosing the right medium depends heavily on who the advertiser is trying to reach, and how it’s going to help execute the creative idea and overall message. ### The Goal Every ad has a purpose. Reaching potential customers is the most obvious one, but it could also be driving traffic to a website, directly encouraging sales, or even just increasing brand awareness. No matter what, having a clear objective helps the advertiser see if their ad is successful during the campaign. ### The Call to Action (CTA) The CTA, or “call to action” is where this effort wraps up. It’s the final push to get viewers to take that last step. An effective ad will tell you exactly what the advertiser wants you to do next, such as "Visit our website," "Call now for a free quote," "Learn more," or "Buy now." It may seem like a no-brainer since it’s usually not the most clever or funny part of an ad, but a clear call to action guides and motivates the audience on what to do next if they're interested. ## Which Ad Format Should I Use? Back before the internet days, you had your four main options for advertising, but the digital world has expanded the selection significantly. Here’s a breakdown of the most common ad formats: ### TV With a TV ad, especially during a widely televised event, you’ll be able to reach a large audience, but it can be seriously expensive to produce and broadcast. ### Radio A radio ad is generally much more affordable than TV, and can target specific geographic areas or listener demographics. But, with the advent of podcasts and music services, the number of radio listeners aren’t what they once were. ### Print Print, like newspapers and magazines, can reach even more niche audiences. Much like radio, though, it’s changed since the pre-internet days, as readership has generally declined or moved online. ### Out-of-Home (OOH) (Billboards, Posters) These are great for high visibility in specific locations, and can also be used in clever ways that enhance the creative message of your ad. ### Search Engine Marketing Unlike trying to blanket the widest audience possible, search engine marketing (SEM) ads target users who are actively searching for specific keywords related to the product or service. It’s an excellent option for pinpointing the right potential customers and getting them to click through. ### Social Media Ads Another great option for honing in on your target audience, social media can narrow it down by age, interests, demographics, online behavior, and more. ### Display Ads (Banner Ads) The earliest ads on the internet were display ads, and they’re still active as ever today. These visual ads appear on websites and apps, often rotating through slides or an eye-catching animation with a CTA at the end. Find out more about display ads here. ### Video Ads With a similar format to a TV ad, video ads often play right before a YouTube or social media video. They can be an excellent and creative way to deliver a message quickly, but can also be invasive to a viewer and create a negative association with your brand. ### Email Marketing For people who have signed up for an advertiser’s email list, this direct communication reaches an audience you know wants to hear from you, and is on the lookout for the latest sales, offers, and updates. ### Native Advertising If you’ve ever seen an ad that doesn’t quite look like an ad, that’s native advertising. These are designed to blend in with the surrounding content on a website or platform, making them less invasive and distracting. ### Influencer Marketing Influencers are people on social media who have a dedicated online following. Collaborating with them to promote products or services gives advertisers a trusted spokesperson with a built-in target audience who can give their fanbase a more personal review. It’s a more authentic feel hearing it from the influencers, rather than from the company via a traditional ad. ### Podcast Advertising Podcasts are more popular than ever, and also more loaded up with ads. That’s because they’re a solid option for reaching engaged listeners within specific topic areas. Having the podcast host read ad copy increases the chances that it’ll be heard by their fanbase, and it’s trusted since it’s a familiar voice. The hosts often riff off-script, too, making it less rigid and corporate-sounding, and keeping the listeners interested and tuned in. Pre-produced advertisements that run on their commercial breaks still work, too — even if listeners hit the 15-second skip button, they’ll most likely still catch the tail end of the ad (or it’ll catch them at a time when skipping isn’t possible, like while driving). ### Interactive Ads Old-school advertising media like TV and radio were passive, meaning you sat there and got advertised to. But, with current constant connectivity, ads allow users to interact with them, such as through polls, quizzes, or previewing a game. ## How to Create an Ad Which Will Meet Your Marketing Goals (8 Steps) When you see a simple billboard or banner ad, it may not seem like a whole process went on to get it up and running. Creating an effective advertisement involves a journey that goes through multiple rounds, though, and involves different departments and teams. Here’s a look at some of the key steps along the way: ### Step 1: Clearly Define Your Goals This is the main point the entire campaign hinges on, and the central message that everything needs to come back to if it’s going to work. The goal is everything that advertisers hope to achieve with this campaign, and the more specific the better. For example, is the goal to increase brand awareness by a certain percentage? Or drive a specific number of sales? Get a certain number of people to visit their website? No matter what, it all starts here. ### Step 2: Thoroughly Understand Your Target Audience Next up, advertisers think about who you’re trying to reach — and not just who, but what about them, such as their needs, wants, and pain points (and how this product can solve those). Thinking about behaviors like where they spend their time online and offline can be enormously helpful when trying to reach the right crowd, as the more you know about your audience, the better you can tailor your message. This is why ad platforms that utilize AI to predict user intent — going way beyond basic demographics and interests to deliver truly personalized ad experiences — are likely to see more success. ### Step 3: Develop a Compelling and Clear Message Once an audience is identified, advertisers can think about what you want to say. It needs to be quick in order to cut through the clutter and compete with people’s short attention spans: An ad should be easy to understand, memorable, and highlight the benefits of a product or service, focusing on the problem it solves for them, or how it can make their lives better. ### Step 4: Choose the Right Advertising Formats and Channels Even if you narrow your audience down to the exact group that’s most likely to buy, the next obstacle is figuring out where to reach them, and that can be a challenge. The good news is that there are a ton of different ways to do that nowadays. Selecting the ad formats and platforms that align with your strategy and budget are a crucial part of a campaign, and when done right, really pay off. ### Step 5: Create Engaging and Effective Ad Creative This is where the creative team comes in and works their magic. Copywriters, art directors, and designers will think up a few different ideas, and present them to the creative director, who selects one (or more) ad creatives they think works best for hitting the main message and resonating with the audience. It needs to be attention-grabbing, visually appealing (if applicable), and consistent with the brand's overall look and feel. ### Step 6: Set Your Budget and Determine Your Campaign Timeline Decide how much you're willing to spend on your advertising campaign and how long you want it to run. Even if you don’t have a huge budget like a major corporation, you can still create and launch an effective ad campaign by using the right channels and tools. ### Step 7: Implement and Launch Your Advertising Campaign The launch is your campaign’s big moment that all these other steps have been building up to. Once your ad is ready, it’ll go out into the world on the platforms you’ve chosen. But, that’s not where it ends! In fact, this is the start of when you’ll… ### Step 8: Monitor Performance and Make Necessary Optimizations Once your ad is live, you won’t just sit back and hope it works. Instead, you’ll track key metrics (like clicks, views, and conversions) to see how it's performing in the real world. For online ads, be prepared to make adjustments on the fly to improve their effectiveness — it’s a crucial part of what helps you understand which parts are working and what needs to be altered, both now and for future campaigns. To this end, be sure to choose an ad platform that offers deep insights into user engagement and the overall effectiveness of your campaigns, tracking lower-funnel, performance metrics, as well as a series of other helpful indicators to see how users are interacting with your ads and the content around them. ## Evaluating the Effectiveness and Impact of Your Ad Using analytic tools helps you keep up on what’s working and what’s not, so you can always be uncovering valuable insights into how to fine-tune your ads for even better results. Here are a few things to know on how to assess the effectiveness of your online ads: ### Keeping Up with KPIs: Numbers That Matter So, how can you tell if your online ads are actually doing their job? Important metrics, often called key performance indicators (KPIs) are measures that tell you how well your ad is performing. An important one to keep an eye on is impressions, which is how many times your ad popped up on screens. Another is click-through rate (CTR), which tells you what percentage of people who saw your ad actually clicked on it. A higher number here generally means your ad was a success, caught their eye, and prompted action. ### Conversions Conversions are also a big one. Did your ad lead to the desired action? Did people make a purchase? Did they sign up for a newsletter? Did they fill out a contact form? Conversions directly link your ad to your marketing goals, i.e., the actions you want people to take after clicking, such as buying something or signing up for an email list. The conversion rate tells you what percentage of those clicks actually turned into the goal you wanted users to complete. ### CPC/CPA Cost per click (CPC) is how much you pay each time someone clicks, and cost per acquisition (CPA) tells you how much it’s costing you to get someone to complete that click (or whatever the desired action is that you want them to take). ### Return on Ad Spend Return on ad spend (ROAS) helps you see if the money you're spending on ads is actually bringing in more money than it's costing. Reviewing these numbers regularly in your ad platforms gives you a pretty good idea of how things are going. ### Return on Investment Did you make more money from the ad than you spent on running it? Similar to ROAS, return on investment (ROI) is a key indicator of the financial success of your advertising efforts. ### Brand Awareness and Recall Did your ad increase awareness of your brand? Do people remember seeing your ad later on? While this one’s definitely harder to measure directly, brand awareness is a long-term benefit of advertising. ## Key Takeaways An advertisement is a paid message from an identified sponsor aimed at promoting a product, service, or campaign, and they’re crucial for businesses to raise awareness, build brands, and drive sales. Understanding the core elements of an ad (message, audience, medium, objective, CTA, etc.) is an essential part of creating effective campaigns, as is choosing the right ad format, which depends on your specific goals, target audience, and budget. A structured approach to creating ads, from defining goals to tracking results, is necessary for success, along with evaluating the effectiveness of your ads through key metrics, which allows for optimization and insights to keep improving it. ## Frequently Asked Questions (FAQs) ### What persuasive techniques exist for ads? Advertisers can use different methods to persuade audiences, including appealing to emotions, celebrity endorsements, creating a sense of urgency or scarcity, leveraging social proof (i.e. showing that others like and use the product), and presenting logical arguments or data. ### How do you identify your target audience’s needs? Simply put: Research and analysis. This can include conducting surveys and focus groups, analyzing competitor audiences, creating detailed profiles of your ideal customers (buyer personas), examining website and social media analytics, and actively listening to conversations online related to your industry and potential customers. Having a well-researched profile of your typical target audience is going to help all departments make decisions along the way. ### How do you A/B test your ads? A/B testing, also known as split testing, involves creating two or more slightly different versions of your ad and showing them to similar segments of your audience. By tracking which version performs better (such as by getting more clicks, views, conversions, etc.), you can identify which elements of your ad are most effective and use that information to optimize your campaigns. You can also supercharge the process with platforms that offer AI-powered A/B testing, which lets you automatically test multiple variations of your ad creative, headlines, and other elements across different audience segments, and optimize in real time. This approach to A/B testing helps you quickly identify the highest-performing ad combinations, saving you time and resources while maximizing your advertising results. --- ### Understanding Ad Groups: Structure Your Ads to Reach the Right Audience URL: https://www.taboola.com/marketing-hub/ad-group/ Last Modified: 2025-06-30 08:58:42 In the ever-evolving landscape of digital marketing, ad groups serve as fundamental components for orchestrating effective online advertising campaigns. Whether you’re a novice exploring the basics of advertising for your small- or medium-sized business or a seasoned professional seeking to refine existing ad strategies, a thorough understanding of ad groups is paramount. Let's delve into a detailed examination to help you understand the definition, significance, structure, performance monitoring, and optimization of ad groups. ## What Is an Ad Group? An ad group is a collection of advertisements that are organized around a common theme or objective within a digital advertising campaign. In platforms such as Google Ads, ad groups encompass a collection of ads that share the same keywords. The primary purpose of an ad group is to facilitate the management and targeting of related advertisements to optimize both relevance and performance. This structure allows advertisers to isolate different aspects of their campaigns, ensuring a more strategic and focused approach. ## Importance of Ad Groups ### Organization and Control The organization of ad campaigns into ad groups offers substantial structural benefits. By categorizing ads based on specific themes or target demographics, advertisers can maintain greater control over the performance and management of their campaigns. This also enables marketers to streamline their strategies and ensure that each ad aligns with its designated objective. ### Relevant Targeting Ad groups allow advertisers to craft targeted messages that resonate with particular audiences, or ideally, audience segments. By clustering ads around a specific set of keywords, marketers can ensure that their advertisements are highly relevant to users’ search queries. This relevance can significantly enhance user engagement, leading to increased click-through rates (CTR) and conversion rates. ### Performance Insights Ad groups facilitate the acquisition of data-driven insights regarding the performance of advertisements. By monitoring metrics such as CTR, conversion rates, and cost-per-click (CPC), advertisers can evaluate the effectiveness of each ad group. This analytical approach enables marketers to identify successful strategies while also pinpointing areas that may require improvement or refinement. ## Structure and Components of Ad Groups ### Keywords At the core of every ad group lies a set of carefully selected keywords. These keywords serve as the foundation upon which ads are built and are critical in determining the overall visibility of an advertisement. A well-researched keyword list can substantially impact the success of an ad campaign by connecting relevant queries with targeted ads. ### Captivating Ads Each ad group comprises one or more advertisements that are designed to be triggered by the associated keywords. These ads must be specifically tailored to appeal to the target audience and should contain compelling copy and visuals that encourage users to engage with the ad. ### Targeting Settings Targeting settings define the demographic and geographic attributes of the audience that will see the ads in the ad group. Advertisers can specify factors such as age, gender, and location to ensure that their messages are delivered to the most relevant audience segments. You can also take things a step further by using an ad platform that offers AI-powered, intent-based targeting, where users are targeted by their predicted behavior, rather than simply their demographic group. ### Ad Extensions Ad extensions enhance the functionality and appeal of advertisements. These additional features provide users with more information about the product or service being advertised, such as links to specific pages on a website, location details, or contact information. Utilizing ad extensions can lead to improved visibility and CTR. ## How to Monitor the Performance of Your Ad Groups ### Setting Up Tracking Establishing robust tracking tools is essential for effectively monitoring the performance of ad groups. Tools such as Google Analytics or native platform dashboards allow marketers to capture and analyze data on key performance indicators (KPIs), including conversions, clicks, and impressions. ### Analyzing Key Metrics A systematic analysis of key metrics is critical for gauging the effectiveness of ad groups. Advertisers should routinely examine CTR, conversion rates, and CPC to gain insights into user behavior and engagement. ### A/B Testing A/B testing is an integral part of your advertising plan. Implementing a variety of comparative tests within ad groups provides valuable insights into which elements resonate most effectively with the target audience. By comparing variations of the same ad, marketers can identify effective strategies and refine their messaging accordingly. ## How to Optimize Ad Group Performance ### Refine Keywords Regular refinement of the keyword list is crucial for maintaining relevance and performance. Advertisers should conduct periodic reviews of their keywords, pausing those that are underperforming and integrating new keywords that align with current trends or user intent. ### Enhance Ad Copy Optimizing your ad copy is another vital part of improving ad group performance. Testing different headlines, calls to action, and descriptive elements can yield significant improvements in engagement. Ensuring that the ad copy aligns well with the target audience's interests is necessary for maximizing this impact. ### Utilize Negative Keywords Incorporating negative keywords into ad groups can help exclude irrelevant search terms, preventing ads from appearing for queries that are unlikely to convert. This practice can lead to a more efficient allocation of budget and an overall improvement in ad relevance and CTR. ### Allocate Budgets Wisely Finally, prudent budget allocation is key to optimizing ad group performance. Advertisers should continually review the performance of their ad groups and adjust budgetary allocations based on performance metrics to increase the overall effectiveness of their campaigns. ### Key Takeaways Ad groups facilitate the management and analysis of advertising efforts within a campaign, since grouping related ads enhances targeting effectiveness and user engagement. As with individual ads, performance monitoring is critical to a campaign's success, and continuous optimization is required. ## Frequently Asked Questions (FAQs) ### What is an ad group example? An example of an ad group could be a digital marketing agency focusing on "SEO Services." Although the marketing agency offers several types of services, this ad group would contain keywords related only to SEO (search engine optimization) alongside tailored ads promoting various aspects of that agency's SEO offerings. This ensures relevance and coherence to specific searches and target customers. ### What are groups in Active Directory? Active Directory groups are collections of user accounts or other groups, which allow administrators to perform certain activities en masse (like allowing permissions) rather than having to perform the same actions for each individual user. In relation to ad groups, Active Directory usually refers to distribution groups or collections of users from specific demographics. ### What is the difference between a campaign and an ad group? A campaign encompasses a broader organizational structure that may include multiple ad groups, each focused on specific objectives or themes. An ad group, in contrast, is a more targeted subdivision within a campaign, concentrating on particular keywords and audiences to enhance the precision of your advertising efforts. --- ### Conversion Rates: Tangible Growth Beyond Traffic URL: https://www.taboola.com/marketing-hub/conversion-rate/ Last Modified: 2025-05-26 11:25:25 In today’s highly competitive market, success isn’t only about driving more traffic to your website. Converting that traffic into action, whether it’s a sale or an email newsletter sign-up, is just as important as getting eyes on your content. The metric for tracking all of this? Conversion rate. Every click counts, no matter the size of your business. But, what happens when you see an increase in other key performance indicators but not your sales? That’s when it becomes critical to assess how many people are completing the actions that you want them to take when they see your brand online. Understanding conversion rate, and how to optimize it, is essential for ongoing growth. ## What Is Conversion Rate? Conversion rate is the percentage of users who take a desired action on your website or on an ad that you might be running. This could be a purchase, but it could also be a newsletter sign-up, a digital download, filling out a contact form, or even watching a demo video. What’s considered a conversion will depend on your business goals, but it could look like an e-commerce store customer making a purchase, or a service provider receiving a booking for a consultation. Ultimately, your conversion rate reflects how effective your website or ad campaign has been at turning interest into action. ## Why Conversion Rate Matters Conversion rate is more than just another metric to track, it’s a window into how well your marketing is performing. A high conversion rate means that your messaging resonates with your target audience, that the user experience on your site is good, and that you have a compelling offer. On the other hand, a low conversion rate could indicate issues in your marketing funnel in moving users from the top to the bottom, that your ads aren’t targeting the right people, or that your creative isn’t that compelling. Understanding and improving your conversion rate can generate an immediate increase in revenue if you do it correctly, particularly if you’re already driving high levels of traffic to your site or landing pages. ## Conversion Rate Calculation Calculating your conversion rate is fairly straightforward: Conversion Rate = (Number of Conversions ÷ Total Visitors) x 100 For instance, if your website had 2,000 visitors last month and 100 of them made a purchase, your conversion rate would be 5%. ## What Is a Good Conversion Rate? There’s no one-size-fits-all benchmark for conversion rates — they can even vary within each industry sub-category. But, for some averages, these key industry standards can help you gauge where you are right now: ### Gaming Average conversion rates in the gaming industry are around 1.5-3%, with mobile apps converting at a slightly higher rate due to low-barrier-to-entry downloads. ### Health Health and wellness sites, particularly those selling fitness-related plans or supplements, average around 3-5% year round, with seasonal spikes at New Year and in the month leading into summer. ### Automotive Conversion rates for the auto industry are lower, around 4-6%, due to longer sales cycles and high-value sales. However, lead form conversions or test drive bookings are often slightly higher. ### Tech Tech products average around 2-5% conversion rates, but these can vary significantly depending on what type of tech you sell and what you’re tracking as a conversion. Demo sign-up conversions are often higher, and for top-performing campaigns can be around 10%. ### Travel Travel websites often convert around 2-4%, with mobile users typically converting at a lower rate than desktop users due to the complexity of travel arrangements and booking flows. ### Finance Insurance, loans, and banking sites typically see 4-7% conversion rates. This is particularly the case when contact forms are short and offers are personalized for the user. ## Factors Affecting Conversion Rate ### Website Speed and Mobile Experience Slow-loading websites are one of the top reasons that users abandon a page before converting. Even a one-second delay in page load time can lead to significant drops in conversions. On mobile devices, where users are often browsing quickly and on smaller screens, this can be even more of an issue. Optimizing for speed means compressing your images before you upload them, reducing scripts loading on the site backend, and using mobile-responsive design templates. Many tools for building landing pages that are tailored for this type of high-level performance can eliminate this technical guesswork for smaller teams. ### Targeting Match You can’t convert users who were never interested in your content to begin with. That’s why audience targeting is vital to get right. Switching to intent-based targeting, over identity-based, is one of the best moves you can make to increase your conversion rate. This means that your ads are more likely to reach users who are already in a decision-making phase of the marketing funnel. ### Creative Fatigue Even the best ad creative has a shelf life. When potential customers see the same creative over and over again, the performance naturally declines due to overexposure. Not only does this reduce your click-through rate and conversions, but it weakens the perception of your brand. Refreshing visuals and headline copy regularly means that you can offer something new to your audience. ### Lack of Clarity If a user can’t tell within a few seconds what your offer is and why it should matter to them, they’re more likely to leave. Ambiguity in product descriptions, unclear pricing, or vague calls to action (CTA) can all reduce the likelihood of a conversion being made. ### Checkout or Sign-up Issues There’s nothing more frustrating than trying to check out or sign up for something and it doesn’t work. Long forms, surprise fees, or required account creation are all some of the biggest reasons that users abandon carts or leave a sign-up halfway through. ## How to Improve Conversion Rate ### Run A/B Tests A/B testing allows you to compare different variations of elements in your ads or landing pages like heading, images, button placement, or product descriptions to see what resonates more with your target audience. For instance, changing the CTA from “Buy Now” to “Get Yours Today” might boost urgency and increase clicks. ### Build Better Landing Pages Your landing pages should be laser-focused on the specific goal you want a user to complete when they get to that page. Instead of sending traffic to your homepage, create campaign-specific pages that speak directly to your target audience and their intent. These pages should be as distraction-free as possible, load quickly, and they should also be visually aligned with the creative of the ad that brought the user to that landing page. There are now numerous tools that can help you build landing pages quickly, from drag-and-drop options to AI-assisted page generators. ### Leverage High-Visibility Ad Formats High-visibility ad formats like full-screen vertical videos, interactive carousels, and rich displays often stop users from scrolling and draw attention to your offer. The most important thing here is to match your messaging with the creative and the format you’re using. For instance, motion to highlight product features in a video ad, or a carousel to create a narrative around your offer. ### Use Trust Signals People often trust other people more than brands, so including product reviews, testimonials, case studies, and user-generated content in your landing pages can significantly improve your credibility. Visual trust indicators like SSL certificates, secure payment icons, and media mentions also help reassure potential customers who have never worked with you. ### Retarget Strategically Retargeting campaigns can be highly effective and re-engage users who showed interest but didn’t convert the first time. To be effective, though, these ads must go beyond a generic reminder and offer something that the first round of ads didn’t. Use dynamic retargeting to show ads for the product that the specific user has in their abandoned cart or was considering. Offer a discount or an added benefit to entice them back and make the conversion. ## Tools Used to Optimize Conversion Rate ### Landing Page Builders Tools that let you build and deploy custom landing pages, especially those that require no coding, allow small teams to test landing pages more quickly and generate new pages faster. ### Predictive Targeting Platforms Solutions that go beyond traditional interest targeting, instead targeting by intent, help get your message in front of users who are already in the decision phase of their sales journey. ### Creative Optimization Tools Platforms that are built with A/B testing capabilities usually offer options for you to rotate assets before creative fatigue sets in for your audience. Repurposing social content into new formats is one of the best ways to get more from assets you already have. ### All-in-One Assistants AI tools can help manage campaigns from creation to optimization, making it easier for your team to handle tasks that would typically require multiple platforms or specialists. ## Key Takeaways Understanding and optimizing for improved conversion rates is essential for any business. While traffic is still important, what you do with that traffic is ultimately what determines your profitability. By understanding what impacts your conversion rate and where you can make improvements, you can optimize existing and future campaigns to give you measurable impact within weeks. ## Frequently Asked Questions (FAQs) ### How do you calculate conversion rate for e-commerce? You divide the number of purchases made by the total number of visitors, then multiply by 100 to give you an overall percentage for your conversion rate. ### What are some common reasons for low conversion rates? Low conversions often happen as a result of poor targeting, slow website load times or performance, unclear calls to action, or issues around the checkout or sign-up. ### How can A/B testing help improve conversion rates? A/B testing allows you to quickly identify which version of a page, or which on-page elements, are performing better. From there, you can make data-informed decisions that help you increase conversions. ### What are the best practices for optimizing landing pages? Using clear headlines, fast-loading designs, and strong calls to action are the best options for your landing pages. Matching the content to your ad also helps provide consistency. ### How does mobile optimization affect conversion rates? A mobile-friendly design is critical, as a poor mobile experience can lead to higher bounce rates on your site and landing pages, and lower conversions overall. --- ### Closed-Loop Marketing: What It Is, How It Works, How to Implement URL: https://www.taboola.com/marketing-hub/closed-loop-marketing/ Last Modified: 2025-05-26 11:16:38 Small to medium-sized businesses (SMBs) in particular often face an uphill marketing battle — tight margins, rising customer acquisition costs (CAC), and an oversaturated digital ecosystem can make your job even more difficult. This isn’t helped by the feeling that many big platforms like Google and Meta are plateauing, leaving teams scrambling for scalable strategies that generate real, measurable growth. In this landscape, closed-loop marketing marketing can be the practical solution to many an ROI problem. There’s no vague metrics here: Instead, closed-loop marketing gives you the ability to connect the dots between marketing activities and real revenue outcomes. ## What Is Closed-Loop Marketing? Closed-loop marketing is a data-focused marketing methodology that directly links marketing campaign efforts to customer actions and revenue outcomes. In other words, it “closes the loop” by providing data from the sales and conversions side back into the marketing side of the business. The process starts by tracking a potential customer’s journey from their first interaction to making a purchase or other form of conversion event. This data is then used to assess which marketing activities are most effective, allowing marketing teams to double down on what’s working well and drop efforts that are less effective. The loop is closed because the performance insights from the bottom of the sales and marketing funnel directly inform decisions made at the top of the funnel. ## How Does Closed-Loop Marketing Work? Having the ability to integrate your marketing platforms, analytics, and sales data is essential for closed-loop marketing. When a lead converts into a paying customer, their journey must be traceable back through every touchpoint. That means every email they opened, ad they clicked on, and landing page they visited should all be trackable so it’s possible to identify what actually drove the sale. By creating feedback loops from real customer behavior, marketing teams can continually refine creative, targeting, and budget allocation for advertising. Alongside this, any content marketing, email marketing, or SEO efforts can be adjusted based on data. When you’re working with a smaller budget and an even smaller team, every action must move the needle and that’s exactly what closed-loop marketing aims to achieve. ## Why Closed-Loop Marketing Is Important When acquisition costs are continuing to rise for businesses of all sizes, it’s vital that resources are used as effectively as possible. Closed-loop marketing shows you exactly which campaigns, creatives, and channels are driving the most conversions and where cuts can possibly be made. This is particularly important when working with a small team with limited time and budget. When every click, view, and visit can be accurately tied to a tangible outcome, marketing efforts become less about guesswork and more about refined strategy. This gives teams the confidence to invest more in what’s working and pull back quickly on what isn’t, without needing to wait weeks to see results. Closed-loop marketing is also a great strategy for reducing internal friction that could arise between marketing and leadership. With shared data to review, subjective decision-making can be simplified. Closed-loop systems allow for rapid testing and adjustment, ensuring that campaigns are efficient and results remain steady across platforms being invested in. In other words, closed-loop marketing keeps growth sustainable and scalable. ## How to Implement Closed-Loop Marketing ### 1. Understand your Buyer's Journey Before you can close the loop, you need a clear understanding of the entire journey. This involves designing specific marketing campaigns and content strategies tailored to each stage of the customer's path, from broad awareness tactics aimed at introducing your brand, through nurturing consideration with valuable content, to targeted conversion efforts that drive action. A robust full-funnel strategy ensures you engage potential customers effectively at every touchpoint and establishes the necessary data points for tracking their movement, which is not so feasible for advertisers to achieve in the fragmented data and platform landscape. ### 2. Connect Your Systems You can’t run a closed-loop marketing strategy without integrating and connecting all of your sales and marketing platforms to share data. This includes ad platforms, analytics tools, and any customer data software you’re using. This integration is now fairly seamless, depending on which tools you use. Shopify, WordPress, CRM tools, and analytics tools like Google Analytics or Google Search Console have options for syncing within each platform. This foundational connection enables you to track customer paths from first click to final sale. ### 3. Use Intent-Based Targeting Rather than focusing solely on demographic data or identity-based segmentation of your audience, intent-based targeting prioritizes user behavior instead. Predictive models can be used to read user intent and allow for more accurate audience targeting, which is especially useful when social and search channels aren’t scaling as efficiently as they previously were. ### 4. Repurpose Creative With limited time and budget, repurposing high-performing content across other channels is a must. Tools that allow for fast adaptation, like importing social content into high-visibility formats such as carousels or vertical ads, helps reduce creative fatigue on your team and increases ad longevity without the need for new weekly content. ### 5. Optimize Landing Pages Driving traffic is only half of the story — converting that traffic is just as important. Quickly building landing pages that align with your creative and overall messaging helps maintain consistency across your marketing channels and minimize audience drop-off. A/B testing these landing pages is also key to improving overall conversion rates. ### 6. Automate as Much as Possible Leverage automation within your tools to manage campaign builds, budget pacing for ads, and optimization in real time. ## Benefits of Closed-Loop Marketing ### Improved ROAS and Lower CAC When you’re able to double-down on proven channels and creative, this type of strategy reduces guesswork and maximizes every dollar spent. This often leads to higher return on ad spend and a more efficient customer acquisition funnel. ### Faster Insights Rather than waiting weeks to assess overall performance, closed-loop marketing can provide real-time feedback for decision-making within days. You can pivot your approach faster and see improved results within two or three weeks. ### Scalable Growth Instead of spreading your time and budget across every possible channel, without ever really investing in any one or two, closed-loop marketing means that you can scale in the areas that are proving to be the most beneficial. This approach reduces the noise that can easily overwhelm a small marketing team, giving you the ability to concentrate on where it matters most. ## Key Takeaways For small to medium-sized businesses looking to grow in crowded marketplaces, a closed-loop marketing strategy is essential. By linking marketing efforts directly to outcomes, your team can focus more on performance and real results. It’s no longer simply about doing more, but doing what works, and faster. ## Frequently Asked Questions (FAQs) ### What is the key difference between traditional and closed-loop marketing? Traditional marketing often relies on assumptions and educated guesswork, taking information from broad metrics. Closed-loop marketing integrates every part of the sales and marketing system, which allows you to tie actual revenue outcomes to tracked customer data. ### How does closed-loop marketing improve marketing and sales alignment? By showing which campaigns result in real conversion, both sales and marketing teams can prioritize what works best and collaborate on strategies that are tied directly to performance, rather than opinion. ### What tools are essential for closed-loop marketing? Integrated analytics, CRMs, ad platforms, and landing page builders are all essential pieces of the puzzle that make up a closed-loop marketing system. ### How do you measure the success of a closed-loop marketing strategy? Key performance indicators should be tracked for any integrated system. This could include ROAS and CAC if running paid ads, increases in revenue across all digital channels, and faster testing times for landing pages or ads. ### What are some examples of closed-loop marketing in action? A good example of closed-loop marketing would be a direct-to-consumer brand repurposing some of their top performing Instagram posts into a carousel ad. With predictive targeting, this ad can narrow focus on specific audiences, and conversions can be measured directly as users click on the ad to be taken to a landing page. --- ### Canonical URL: What Is It? How Does It Affect SEO? URL: https://www.taboola.com/marketing-hub/canonical-url-what-is-it-how-does-it-affect-seo/ Last Modified: 2026-06-22 08:32:39 For many growing websites, duplicate content is a common issue that can lead to SEO problems down the road. Whether it’s product pages with similar descriptions, sorting parameters in URLs that are slightly off, or multiple paths leading to the same content, these issues can significantly dilute your ranking power in search engines. Canonicalization, or canonical URLs, are one of the best ways to manage this and help search engines better understand which page is the preferred version of a specific piece of content. This is essential for ensuring that your site maintains strong signals without self-competing for space in search results pages. When used correctly, canonical URLs streamline your website structure and keep you off the hook for duplicate content penalties. ## What is a Canonical URL? A canonical URL is the preferred version of a webpage that you want a search engine to index and show to users in search results pages. This is typically designated by an HTML tag inside the head section of a page, the rel=”canonical” tag. These tags tell search engines which version of the page is considered the primary one, versus any possible duplicates or similar pieces of content elsewhere on the site. The goal of a canonical URL is to consolidate link signals and avoid duplicate content penalties if there are multiple URLs on the site with the same or similar content. SEO value through backlinks and other ranking signals can then pass through to this single page with the canonical URL, rather than being spread across multiple similar pages. You may be wondering why you would even keep duplicates of content on your site to begin with. For many businesses, especially those that are product-based, pages may be very similar and contain small variants, such as a change in product color, but the rest of the content is the same. The use of canonicals allows websites to keep all the variant pages online, without risking duplicate content penalties from search engines. ## Types of Canonical URL ### Self-Referencing Canonical URLs A self-referencing canonical points to the URL of the page that it’s already on, to ensure consistency and explicitly note that this is the preferred version of a page. This is particularly important to set up if alternate paths also exist, for example: https://example.com/blog should have a self-referencing canonical set up going to https://example.com/blog, along with the alternate URL of https://blog.example.com also having a canonical set up for https://example.com/blog. Even if your site doesn’t currently have duplicate pages in place, adding self-referencing canonicals at the start helps to prevent future indexing issues. ### Cross-Domain Canonical URLs If your site syndicates content or publishes information from a partner site, using a cross-domain canonical is useful. This tells search engines that the original content lives on a different domain from the one it’s being hosted on, so they can direct SEO credit to the original source. For sites that publish elsewhere, cross-domain canonicals help republish this content with correct attribution. ### Parameter-Based Canonical URLs Parameters can be set up for all kinds of reasons, from tracking a campaign to filtering products. Even though the content remains the same as the non-parameter page, URLs can often be treated the same by search engines. Setting up a canonical to the original source, such as example.com/blog/seo-tips, protects against SEO dilution when adding a parameter such as example.com/blog/seo-tips?utm_source=newsletter. ### Mobile and Desktop Canonical URLs If your website uses separate URLs for the mobile and desktop versions, rather than responsive resizing, you’ll want to canonicalize your URLs. The rel=”canonical” tag should be placed on the mobile version and point back to the desktop site, along with a desktop site tag of rel=”alternate” going to the mobile version. ## How to Set Up Canonical URLs ### Add a Canonical Tag in HTML The most common way to add a canonical to your URLs is through HTML tagging, updating the coding to include <link rel=”canonical” href=”https://example.com/preferred-url” />. ### Set Up Canonicalization on Dynamic URLS If new URLs are automatically created by filtering or sorting, such as on product variations, it’s important that you set up canonicalization pointing to the base page within your CMS settings. For Wordpress or Shopify sites, there are plugins that can help you with this. ### Set Up HTTP Headers in Non-HTML Content For non-HTML pages like PDFs, you’ll want to set up canonicals here, too. These can be added into the header file of PDFs or other non-HTML content on the backend of your site. ## Canonical URL Best Practices ### Always Use Absolute URLs Every canonical you use should be an absolute URL, not a relative path. This means including the full protocol and domain e.g. https://example.com/page instead of simply /page. This ensures that there’s a clear and unambiguous reference for search engines to follow when indexing. ### Be Consistent with Formatting Always choose a standard format that you can re-use when creating new canonicals. For instance, decide whether you want to use the www or non-www version of your domain. Inconsistencies can cause duplicate indexing and fragment the SEO efforts you’re implementing on your site. ### Let Paginated Pages Self-Reference Many site owners make the mistake of pointing paginated content like blog archives back to page one of their blog. Instead, each paginated page should be canonicalized to itself as a self-referencing canonical URL. This helps preserve the unique value of each archived page and gives search engines a better understanding of your content depth. ### Avoid Pointing Canonicals to Redirects Any canonicals you put in place should point to live, indexable URLs, rather than any 404 pages or 301 redirected pages. Doing so can create confusion as there are then multiple steps that search engines must go through to find live content for them to index. ## Key Takeaways Using canonical URLs should be part of your SEO strategy. In most cases, you’ll never need to manually update these and your CMS or plugins will take care of it for you. But, it’s important to understand what canonicals are and how they work in case you ever do need to make manual updates yourself. While they may be a more behind-the-scenes element of SEO, canonical URLs have a significant impact on your site visibility in search results, the stability of your SEO rankings, and the overall health of your site. ## Frequently Asked Questions (FAQs) ### How do canonical URLs prevent duplicate content issues? These URLs signal to search engines which version of a page should be indexed, consolidating SEO value onto one page and preventing penalties for duplicate content. ### What happens if you don’t use canonical URLs? Search engines may index multiple versions of the same on-site content, which can dilute ranking signals for SEO and potentially lower your site’s visibility in search results. ### When should you use a canonical URL? You should use a canonical when there are multiple URLs with very similar or identical content on your site. Filtered pages, product variations, or syndicated articles all create this type of content, so a canonical should be implemented. ### Can canonical URLs point to a different domain? Yes, you can point canonical URLs across domains, which is typically what sites publishing syndicated content use to prevent indexing issues. ### How do search engines interpret canonical URLs? Search engines treat canonicals as a strong suggestion, but never an absolute direction, about which page should be indexed and ranked. --- ### Breadcrumbs: What Are They? How Do They Work? URL: https://www.taboola.com/marketing-hub/breadcrumbs/ Last Modified: 2026-06-22 08:34:28 Good website navigation is the foundation of any online user experience. Without this, users can’t find what they need quickly and efficiently. Optimal navigation also improves user engagement and reduces bounce rate. One of the most overlooked areas of website navigation is the breadcrumb trail. Much like in the classic story of Hansel and Gretel, the breadcrumb trail is designed to lead users through the site’s infrastructure — essential for letting them know where they are and how to make their way back again. ## What Are Breadcrumbs? Breadcrumbs are a type of secondary navigation that displays where a user currently is on a site, mapped within the hierarchy of the full site structure. They’re typically found at the top of a webpage, just below the main navigation or header. As noted, the name comes from the Hansel and Gretel fairy tale, in which two children scatter breadcrumbs on the forest floor to help them find their way home. In web design, breadcrumbs perform a similar function by helping users find their way back to the homepage of a site. They’re typically formatted something like this: Home > Blog > SEO Tips > What Are Breadcrumbs? ## Types of Breadcrumbs ### Hierarchy-Based Breadcrumbs The most common type of breadcrumb is a hierarchy-based layout. This is where the user’s location is based on the site hierarchy or a folder structure based on the overall site composition. This is commonly used for e-commerce and news or blog sites. Home > Electronics > Smartphones > iPhone 16 ### Attribute-Based Breadcrumbs E-commerce sites also use attribute-based hierarchies, where breadcrumbs are determined based on the attribute or feature that the user has selected. Home > Men > Shoes > Size 10 > Black ### History-Based Breadcrumbs If the user has been on the website for some time, they may see breadcrumbs that reflect their specific history on the site. Home > Blog > About Us > Contact > Careers ## Why Are Breadcrumbs Important? ### Improved User Experience One of the biggest reasons that breadcrumbs are important for website owners is that they improve the overall user experience on the site. Breadcrumbs serve as a visual map to help users understand where they are on the site and how they got there. For instance, if someone lands on a subfolder page from a search engine result, they may not know where they are on the site if there’s no breadcrumb in place. The context a breadcrumb provides can be useful for first-time visitors who don’t know the site structure. With breadcrumbs in place, users don’t have to rely solely on onsite navigation to direct them around the site. Instead, they can simply click one or two levels up from their current page to browse more content. ### Reduced Bounce Rates Since breadcrumbs make it easier for users to find related content, this encourages them to browse further and reduces the overall bounce rate on the site. A user who might otherwise leave the website after viewing only one page is more likely to click through to a broader category or a parent topic when a breadcrumb is visible. This is one of the best approaches for keeping people on your website for longer and gives them more opportunities to convert via a purchase or sign up. ### Enhanced Search Engine Optimization (SEO) Breadcrumbs help Google and other search engines get a better understanding of the website’s structure, which ultimately can help support other search engine optimization techniques you might be using. Google can even display breadcrumb trails in its search results in place of longer URLs. This is a cleaner presentation overall and helps enhance click-through rates (CTR). Internal linking is a critical part of SEO on a site, and having breadcrumbs in place supports this by distributing authority across your site. ### Lower Cognitive Load Cognitive load refers to the mental effort that a user must exert trying to process information. Without clear navigational cues, users can quickly become overwhelmed and lost, especially on larger websites. Breadcrumbs reduce the overall cognitive load that a user must experience by giving them a quick reference point for where they are and where they can navigate to next. ## Breadcrumb Best Practices ### Keep It Simple Use clear and concise labelling at all times and, if possible, mirror existing language on your website to maintain consistency. Avoid jargon or any page names that are too long, as this can be confusing. ### Start with the Homepage Always start your breadcrumb trail at the homepage to create a better sense of structure and uniformity for users, wherever they are on your site. ### Use Separators Common separators like > or / make it easier for users to read the breadcrumbs and know what the hierarchy looks like. Choose the style that best fits your website design and user expectations. ### Make Breadcrumbs Clickable Other than the current page that the user is on, all elements of the breadcrumb trail should be clickable. This means that a user can navigate back to any part of the hierarchy easily. ### Ensure Responsive Design Breadcrumbs should still be visible on mobile devices, but auto-responsive to resize on different screen dimensions without breaking. ## How to Implement Breadcrumbs ### Use a CMS Plugin For sites built on popular CMS’s like Wordpress or Shopify, there are plugins that can be added to allow for breadcrumb integration without any hard coding. Tools like Yoast SEO offer an SEO-focused breadcrumb option. ### Hard-code in HTML or CSS Developers can also hard-code breadcrumbs into a custom site structure using simple HTML or CSS. This can look like: ### Build a Specific Framework For frameworks like React or Angular, developers can use UI library resources that include breadcrumb components to add them to a site. ## Key Takeaways Breadcrumbs are a powerful, yet often underused, feature of website navigation. Their benefits are numerous and can make a significant impact on how a user journeys through your website. By implementing breadcrumbs strategically, you can create a more intuitive and engaging user experience moving forward. ## Frequently Asked Questions (FAQs) ### How do breadcrumbs improve website usability? Breadcrumbs help users to understand where they are on a website and make it easier for them to move to other places within the site’s hierarchy. ### Do breadcrumbs help with SEO rankings? Yes and no. While breadcrumbs are an important way to optimize your site for search engines, they don’t automatically benefit you in terms of rankings. There are hundreds of factors that impact where a site ranks in search results, with breadcrumbs and easy-to-use navigation only being one part. However, as user engagement on your site is also a ranking factor and breadcrumbs can support this, they also indirectly help improve your site SEO in this way. ### What is the best way to structure breadcrumb navigation? Hierarchy-based breadcrumbs are typically the best option for most sites, starting at the homepage and then using clearly labeled, clickable links from there. ### Where should breadcrumbs be placed on a website? Ideally, breadcrumbs should be placed just below the main navigation on the page, or the header. It’s important that breadcrumbs are visible as the page loads. ### What are some examples of bad breadcrumb implementation? Bad breadcrumbs are typically those that aren’t clickable, are missing the homepage in the trail, are inconsistent in their structure, or are overloaded with irrelevant attributes that can confuse users. --- ### Best Ad Creatives in Health: What Works for Conversions URL: https://www.taboola.com/marketing-hub/health-ad-creatives/ Last Modified: 2025-12-01 20:02:34 Health advertising spans a wide range of companies, including consumer health businesses, wellness apps, pharmaceutical giants and startups, over-the-counter medication providers, telehealth services, and more. Some companies have to follow regulatory compliance and ethical standards in their marketing, depending on the industry and where they’re promoting products. Health businesses succeed in their advertising by focusing on how they can improve users’ lives. In a crowded field, there’s plenty of opportunity to get creative visually and verbally, educate their prospects, and build brand authority and promise with every campaign. Health ads can provide important education and awareness, playing a role in public health and understanding disease. Digital marketers across health companies have an opportunity to connect to emotions and tell human stories. ## 7 of the Best Ad Creatives in Health (and Why) Health advertising has to stand out to cut through user and creative fatigue. Display ads, landing pages, engaging social, and varying types of ad formats will all play a role in success. Here are seven great health ad creatives that broke through the noise, to inspire your own work. ### 1. Pfizer’s Preventive Care If you’ve got the budget for a celebrity spot in your ads, make sure it’s fun and gets the message across. Pfizer’s Covid vaccination ad with American football player Travis Kelce showed off the athlete’s strength, and his endorsement for getting regular vaccinations. It was well-timed, as Covid vaccination rates showed steady decline in the U.S., and brought light to a topic that can be mundane or easily forgotten. It was also light-hearted, bringing the humor (Kelce’s mom) that pharma companies don’t always embrace in their advertising. https://youtu.be/oklKtQS3JCY Brands can use health ads like this to educate viewers on the importance of preventive care, as well as reinforce their own authority in a particular market — in this case, Pfizer reminded audiences that they were an inventor of the Covid vaccine. ### 2. Brushing Basics Colgate’s work in underserved communities around the world, donating toothbrushes and toothpaste to kids who don’t have dental care access, was on display in its “Bright Smiles, Bright Futures” campaign. It’s a fine line to walk for a brand to humbly brag about charitable work, but Colgate’s ad creative used joyful videos to focus on smiling kids to tell their story. https://www.youtube.com/watch?v=7-TZCUGeqQY Using video, a voiceover, and a few key numbers, such as the number of years they’ve worked in South Africa and number of kids they’ve helped, created an impactful ad that backs up Colgate’s brand promise — and reinforces why a basic act like tooth brushing is essential. ### 3. A Mascot, Done Well Remember the Nasonex bee? The animated mascot, voiced by Antonio Banderas, actually broke through the crowded field of over-the-counter allergy medications. The bee’s adventures, either led or stymied by seasonal allergy symptoms, were entertaining, informative, and made the brand name recognizable. Drug mascots or cartoons can fall flat or induce cringe, but the bee hit it just right. With lots of competition in this particular subset of medications, Nasonex found a way to stand out in the pharmacy aisle. https://www.youtube.com/watch?v=Lj7Nsbp8fQ8 ### 4. Destigmatizing Mental Health Care During a time of increased mental health care needs, a shortage of therapists, and an increase in online healthcare platforms, BetterHelp stepped in with a broad campaign across video, social media, TV spots, and podcast ads. Its “Open Up” ad got real with a woman facing a crisis, then working through her panic with an online counselor. BetterHelp’s ads opened the door for more, similar telehealth therapy services that promise easy, fast access to counselors. BetterHelp quickly established its brand as a modern, useful service for tech-savvy prospective patients. Its platform connects patients with licensed, established mental health counselors, and by early 2025 counted more than 5 million users. ### 5. Introducing a New Vaccine How to tell the story of a new vaccine that can prevent sexually transmitted cancers? The team behind the launch of Merck’s Gardasil had to both introduce a product and educate a swath of the public on a disease and treatment many may never have heard of. The advertising around the product was a mix of both branded and unbranded, focusing primarily on educating parents on why they should vaccinate their kids and at what age. Merck has used a mix of approaches over the years of marketing Gardasil, talking directly to teens as well as parents. This is an example of advertising that succeeded both in revenue — almost 40% growth in sales to $5.7 billion in 2021 — and in public health, with nearly 60% of adolescents vaccinated within a few years. Healthcare marketing like this can promote understanding of a topic among prospective patients and promote long-term wellbeing. ### 6. Broadening Beauty Standards For many years, print and TV ads for beauty products were pretty standard: Airbrushed, softly lit women photographed in closeup. Or TV ads which showed something similar, with off-camera fans gently blowing a flawless woman’s hair. Beauty products company Dove shifted those trends when it launched its “Real Beauty” campaign to take on female self-image. It brought images of all kinds of women, of all sizes, ages, races, and more, showing them head-on, often without makeup — something creative in the beauty industry hadn’t shown before. Dove’s initial success led to more iterations of the concept across TV, social media, billboards, and more, most recently encouraging girls to stick with sports with the #keepherconfident tag. They’ve taken on self-criticism, encouraged female role models and, in the process, raised Dove’s profile and rebranded it as a female-first, empowering brand while also rewiring typical beauty standards. ### 7. Generating User Content In the beauty arena, especially skincare, user-generated content (UGC) is hugely popular and profitable for businesses. When agency Evolut analyzed a number of beauty ads, more than a third of the successful ads were in this UGC format — more than single image, video, or carousel formats. This LANEIGE still is a perfect example of the UGC trend, having actual users and/or influencers use the product live, whether it’s a product demo, unboxing video, or before-and-after makeover. Consider how to incorporate this type of authenticity to appeal to your users and attract new prospects. ## Key Takeaways Health advertising is a crowded field, spanning the gamut from prescription medication to consumer wellness products. To stand out, focus your creative on the human impact, the positive outcomes of the product or service, and use the opportunity for education and facts wherever possible. --- ### Ad Copy: Writing Effective Messages That Sell URL: https://www.taboola.com/marketing-hub/ad-copy/ Last Modified: 2025-05-26 09:24:03 Businesses are in a constant race to compete for consumers’ short attention spans today. One way they do it is with killer advertising copy — the carefully crafted text that promotes a company’s products or services, designed to capture attention, communicate value, and drive action, usually sales or subscriptions. Global ad spending is expected to cross the $1 trillion mark for the first time this year, with 75% of those dollars going toward digital ads, according to a report from eMarketer. With stakes so high, your brand needs to nail ad copy with effective, clear messaging. Here’s a look at why ad copy is important, how it’s used, and how to write ad copy that makes your brand unforgettable. ## What Is Ad Copy? From headlines and body text to calls-to-action (CTAs) and taglines, ad copy is everywhere. The No. 1 purpose of ad copy is to persuade the reader, viewer, or listener to take a specific action, whether that’s making a purchase, downloading an app, subscribing to a service or newsletter, or just learning more about what a brand has to offer. Good ad copy isn’t just pretty prose that’s there to inform — it has to engage, persuade, and align with a brand’s voice and values. It shows (not just tells) the unique selling proposition (USP) of a product or service while addressing the audience’s pain points, and how it can solve them. Strong ad copy tells a compelling story with limited space, creating an emotional connection while selling a specific solution to a specific problem. ## Why Is Ad Copy Important? Here’s a look at why ad copy can make (or break) a brand’s reputation and trust with potential customers: ### 1. Drives Conversions, Revenue Ad copy directly correlates to conversion rates and, ultimately, revenue. Well-written messages that resonate with your target audience can lift campaign performance and move the needle for your advertising efforts. In digital advertising, it’s even more critical that your brand’s ad copy gets it right the first time: The average cost per action in Google Ads across all industries is about $49 for paid search and $75 for display ads, which adds up fast. Meanwhile, 61% of businesses pay $0.11 to $0.50 per click on Google Ads. ### 2. Creates Brand Awareness and Recognition Nike’s “Just Do It” and “Run Like A Girl” slogans and accompanying ads have made it a household name in sports apparel. Consistent, memorable ad copy doesn’t always need to be splashy to work: Through repeated exposure to bespoke messaging, consumers become familiar with a brand’s voice, values, and offerings. This recognition builds trust and credibility, which sets your brand apart from competitors and helps your business grow over the long term. ### 3. Differentiates From Competitors In saturated markets, ad copy can make your brand stand out from a sea of sameness where other players are hawking the same products or services. By using ad copy that emphasizes the problems you can solve for your target audience, the ad becomes less about your company and more about the consumer you want to transact with. That’s how you differentiate yourself from the pack. ### 4. Targets Specific Audiences Impactful ad copy speaks directly to specific audiences — their needs, wants, dreams, fears, and pain points. It just gets them. Tailoring your messaging to different demographics or buyer personas shows that your business understands its target audience, helping it build relevance and engagement, and helping drive higher conversion rates. In turn, this leads to more revenue. ## How Is Ad Copy Used? In the digital space, ad copy appears across numerous formats and channels, including: ### Search Engine Marketing (SEM) Search ad revenues climbed to $102.9 billion in 2024, up nearly 16% over the previous year, making it the top player in online ad spend. Search ads rely heavily on concise, keyword-rich ad copy that aligns with user intent. Google Ads, Bing Ads, and other search platforms display text ads alongside search results, requiring copywriters to create succinct messages that pack a punch with limited characters. ### Social Media Advertising Social media ad spend trails just behind search at $88.8 billion, but saw 36.7% YoY growth. This explosive surge in social ad spending coincides with the rise of popular platforms like TikTok, YouTube, Instagram, and LinkedIn. Each of these major social platforms has its own ad formats and audience preferences, which require platform-specific copywriting approaches. Fun, short-form videos that have spawned TikTok trends, for instance, don’t necessarily translate as well on LinkedIn, which is more text-dependent for a professional audience. ### Display Advertising Display ads combine visuals with copy, appearing on websites, apps, and social media platforms. Display ad copy has to complement design elements to capture attention and drive clicks, often with limited real estate to get the job done. Despite a clear shift toward digital ads, traditional advertising channels are still relevant for many brands. These include: ### Print Advertising Newspapers, magazines, brochures, and direct mail all demand tailored copywriting approaches that match the medium’s audience and reading experience. For instance, many luxury brands invest heavily in sleek, sexy ads in high-end publications, because they know their target audience of affluent, high-net-worth individuals reads them. ### Broadcast Advertising Radio and television commercials depend on clever scripts that engage listeners or viewers within short timeframes, often under a minute. For example, look at brands that soar (or flop) with their Super Bowl ads. While the upfront spend on those campaigns reaches the millions, the ROI can be incredible for a brand that gets it right. ### Out-of-Home (OOH) Advertising Billboards, transit ads, and other outdoor formats also demand ultra-concise copy that people can digest quickly while on the move. Travel to any big city and you’ll be bombarded with OOH ads that have the power to stop you in your tracks. ## How to Write Great Ad Copy Most copywriters have formal training in a writing or creative field, but some of the best copywriting doesn’t require intensive education or a fancy pedigree — it simply requires solid research and putting yourself in the audience’s shoes. Here are some tips on how to write ad copy that converts: ### 1. Understand Your Audience Effective ad copy starts with taking the time to know your audience. Research their demographics, pain points, desires, buying behaviors, and language preferences. Create detailed buyer personas to guide your copywriting messages so they resonate with the intended audience. ### 2. Highlight Benefits, Not Just Features Too many companies get wrapped up in tooting their horns and espousing cool features of their service or product, but that’s not what consumers care about — they want you to make it clear what’s in it for them. Focus on the value of your product or service, such as how it solves problems, fulfills specific needs, or makes life easier. Translate technical jargon or specs into tangible benefits that speak directly to your customer’s needs. Be relatable! For Facebook ads, for instance, give someone three major benefits, each one building on the last one, and add some sort of performance guarantee to drive the value home, says Jon Benson of Sales Copy Secrets. ### 3. Write Compelling Headlines Headlines should grab attention and keep your audience wanting more. Think of them as the gateway to your ad content. Use strong action verbs, pose questions, include numbers, or create a sense of urgency so consumers engage quickly. Roughly 80% of people will read a headline, but only about 20% will keep reading the rest of your copy, so make your headline do the heavy lifting: “Your first line needs to be a reality pattern interrupt,” Benson explains. ### 4. Use Clear, Concise Language Unlike content marketing, which relies on long-form educational or explanatory content, smart ad copy is straightforward and typically short. Avoid jargon, complex or run-on sentences, and unnecessary words. Aim for simplicity and clarity, especially if you have less space to work with. ### 5. Include a Strong Call-to-Action (CTA) Every piece of ad copy needs a clear call-to-action that tells the audience exactly what to do next. Whether you want them to shop, sign up, read more, or get started, your CTA should be compelling, action-oriented, and create a sense of urgency where it makes sense. “It needs to be a two-step closer,” advises Benson. “First, get them to agree to a simple truth, then give the clear call-to-action. That gives it just a little bit more kick.” ## How to Test Ad Copy ### A/B Testing A/B testing involves creating two or more versions of an ad with some slight tweaks in the copy elements, such as the headline, body text, or CTA. Once you send out the different versions, you can then measure which one performs better. This data-driven testing method helps you improve your messaging based on actual audience responses rather than guessing what will perform well. This is why it's worthwhile to work with ad platforms that offer AI-powered A/B testing, allowing you to continuously test and optimize in real time. ### Multivariate Testing More complex than A/B testing, multivariate testing looks at how multiple factors interact with each other. This approach helps you see the most effective combinations of copy elements that will result in the desired outcomes. ### User Testing and Feedback Getting direct feedback from your target audience can offer valuable insights into how your ad copy lands (or misses) with customers. You can gather this feedback through surveys, focus groups, or one-on-one interviews to gain qualitative data about your messaging’s impact. ### Performance Metrics Analysis Track key performance indicators (KPIs) to gauge how well your copy performs in the wild. This includes measuring click-through rates, conversion rates, search rankings, cost per acquisition, and return on ad spend to understand if your ad copy is moving the needle. These metrics can help you find trends and optimize your messaging backed by data. ## How to Improve Ad Copy Performance ### Use AI and Automation A recent HubSpot survey found that 43% of marketers now use AI to write copy, create images, and generate new ideas, but be aware that while AI tools can help you ideate and fine-tune your copywriting strategy, the copy they generate can often sound generic. AI automation can certainly help you generate variations, though, as well as predict performance and find opportunities for improvement, enabling marketers to create more compelling messages at scale. ### Incorporate More Video and Visual Content Visual formats, including short-form video, images, and live videos, have outsized popularity and preference. They also generate high ROI for marketers when done right. Using strong visual elements with your text helps your brand create more engaging and memorable ads that have the potential to go viral. ### Personalize It Creating personalized ad copy — with a little help from AI to coordinate work across platforms — can lead to a 35% lift in marketing performance. And, according to Attentive’s 2025 Consumer Trends Report, 96% of consumers say they're likely to purchase from brands that send personalized messages. In other words, the more you tailor your message to your audience, the more engagement you’ll see. ### Optimize Copy for Voice and Visual Search AI voice assistance and visual search tech is gaining popularity, so your ad copy needs to be responsive to conversational queries and visual search patterns. Consider how people speak informally when they use voice assistants, and which visuals will light up image recognition. ## How to Match Ad Copy to Audience Funnel Stage There are three main funnel stages, and your ad copy needs to meet your audience where they’re at in each stage of their journey. You should also work audience segmentation into the mix as you write copy for each funnel, considering audience segments based on demographics, interest, behaviors, or previous interactions with your brand. ### Top-of-Funnel (TOFU) Copy Awareness-stage copy should focus on addressing pain points, introducing your brand, and providing information of value. At this stage, it’s not about the hard sell: Aim to educate and engage potential customers who don’t yet know that your product or service can solve a problem they may have. ### Middle-of-Funnel (MOFU) Copy This is called the consideration stage, and copy should detail your unique selling proposition, showcase how your solution outperforms your competitors, and give evidence of your claims through testimonials, case studies, or data points. MOFU copy aims to nurture leads who are actively considering potential products or services. The goal is to keep driving them down the funnel. ### Bottom-of-Funnel (BOFU) Copy Decision-stage copy creates urgency, addresses potential objections, offers incentives, and issues strong calls-to-action that result in immediate purchase decisions. BOFU copy targets prospects who are ready to buy but may need a final nudge to get off the fence, so your word choices matter more than ever at this stage. ## Key Takeaways Memorable ad copy combines persuasive language with clear value propositions to drive specific actions from your audience. Remember, understanding your audience and their pain points is fundamental to creating copy that resonates and converts, and that testing and optimizing your copy across channels is an ongoing process, not a one-time deal. Different funnel stages will require different copywriting approaches and messaging strategies that meet your customers at various stages in their journey. ## Frequently Asked Questions (FAQs) ### What are examples of effective ad copy? Compelling ad copy is clear, benefit-focused messaging that addresses specific customer needs. It doesn’t trumpet features, but emphasizes benefits and how it solves problems. It also needs a strong call-to-action, an authentic brand voice, and concise language that grabs (and keeps) attention. Nike’s “Just Do It” is a prime example of simple yet effective messaging, as is Dollar Shave Club’s “Shave time. Shave money,” which touches on the dual benefit of convenience and saving money. ### What is the PAS formula in ad copy? The PAS (Problem-Agitation-Solution) formula is a copywriting framework that follows a simple three-step sequence: - Problem: Identify a problem or pain point your target audience regularly experiences. - Agitation: Elaborate on the negative consequences of the problem, deepening the emotional connection with the audience. - Solution: Share how your product or service is the ultimate solution to the problem, and why. The formula works because it taps into our psychological triggers. First, it establishes relevance by acknowledging the reader’s challenge, then intensifies the emotional response before finally offering relief through your brand’s solution. ### What are the best tools to optimize ad copy? There are a variety of tools to help marketers create, test, and fine-tune ad copy, including AI writing assistants (Copy.ai, Jasper, and ChatGPT), A/B testing platforms (Optimizely, VWO, and Google Optimize, Realize), SEO tools (SEMrush, Ahrefs, and Moz), emotion analysis tools (IBM Watson Tone Analyzer and Grammarly), which evaluate emotional tone and copy impact, and heatmap/user behavior tools (Hotjar and Crazy Egg), which reveal how users interact with ad copy on landing pages. The best tool for your business to sharpen your ad copy depends on your industry, tech capabilities, and budget. --- ### Conversions: Types, Measurement, Optimization URL: https://www.taboola.com/marketing-hub/conversion/ Last Modified: 2025-05-27 08:20:08 No matter how vital performance metrics like click-through rate are, companies cannot survive on traffic alone. To profit and thrive, businesses must turn clicks into customers: In other words, they need to convert them. “Conversions are the clearest way to measure whether your marketing is actually doing its job,” explains Chris Coussons, founder of Visionary Marketing. “You can have all the clicks in the world, but if no one’s converting, there’s no real value being created.’’ According to Coussons, one of the most common ways brands lose out on conversions is by being pushy, instead of providing a clear path from a relatable problem to an effective solution. However, when brands engage with their audiences and create content that makes them feel understood and confident, “the conversions tend to follow.’’ ## What Is a Conversion? A conversion is when a company convinces a person to take a specific action, making the transition from a lead to a customer. Whether they are buying a product or service, or signing up for a free trial or subscription, a conversion is the ultimate goal of your marketing efforts. ## Types of Conversions Types of conversions vary according to industry, but for e-commerce businesses, the most important conversion is product purchases. For service-based businesses, a conversion may be booking a service or consultation. However, when a person signs up for an email list, downloads a manual, fills out contact forms for a promotional event, or requests a quote, these are important, smaller-scale conversions that can lead to a purchase or booking. Watching videos, clicking through on a post, or spending time on your website also represent essential micro-conversions. ## What Is a Conversion Rate and How Is It Calculated? The easiest way to calculate conversion rate is to take the number of sales, bookings, or other specific desired customer actions, divide it by the total number of visitors, and multiply that number by 100 to get a percentage. “For example, if 10 people buy from a landing page that had 100 visitors, that’s a 10% conversion rate,” says Rodrigo César, co-founder and CEO of SSinvent. “That number tells me if I’m driving quality traffic and if my pages are doing their job.” ## How to Optimize for Conversions ### Speed and UX To figure out where to focus optimization efforts, it’s crucial to determine where traffic is dropping off. For instance, if you have a high click-through rate but a low conversion rate, the problem could be technical. “Fast-loading, mobile-friendly pages lead to more conversions,” notes Jessica Hitchen, SEO content executive at Quirky Digital. ### Compelling Headlines and CTAs Once you’ve cleared up any technical issues, the best way to increase conversions is through content that incites consumer action, whether buying, downloading, or subscribing. Clear headlines, subject lines, and calls-to-action (CTAs) that compel people to keep clicking are the first step toward doing this. Utilizing special offers to create a sense of exclusivity or urgency and personalizing CTAs for specific audience segments can further optimize content for conversions. ### A/B Testing To ensure your content resonates with your intended audience, experts recommend A/B testing, a type of experiment in which two versions of headlines, images, CTAs, forms, or other content are targeted toward similar audiences simultaneously to see which performs better. César has found through A/B testing that “simplifying pages, reducing distractions, and creating a clear, compelling value proposition has the biggest impact.” ## Role of Content in Conversions ### Content Should Address Pain Points The purpose of content is not just to drive traffic, it’s to drive action, and knowing your audience's frustrations is one of the most effective ways to do this. Companies can learn more about people's needs through online surveys and market research or by engaging directly with individuals on social media. ### Content Should Solve a Problem Once companies understand their audience’s pain points, they can address them directly with blog posts, demos, and other content that shows how their products and services will make consumers’ lives easier. Hitchen recommends using testimonials, reviews, and accreditations as evidence or “social proof” of this. “This also helps with EEAT, or expertise, experience, authoritativeness, and trust, which Google loves,” she adds. ### Content Should Be Tailored and Targeted To achieve the highest possible conversion rate, content should be tailored and targeted to segments of your audience. For instance, someone clicking through on your newsletter, spending time on your website, and even putting a product in their cart, may be far enough down the marketing funnel where a special offer may convert them. Conversely, someone just spending a few minutes on your website may benefit from more blog content to make them feel more “warmed up and informed,” Coussons says. ## How to Leverage Different Channels for Conversions ### Identify High-Performing Content Knowing what content engages your audience is crucial for leveraging it across different channels. By using tools like Google Analytics, brands can begin to examine which posts are driving traffic and what people are clicking on, to brainstorm content for other channels. ### Repurpose on a Different Channel Leveraging different marketing channels is essential for maximizing the return on content. César recommends repurposing high-performing blog posts into YouTube videos, Instagram carousels, and lead magnets. This multi-channel approach not only leverages content, but it also helps keep messaging consistent. ### Don’t Forget About Email Although blogs and paid search are crucial content channels, email is an underrated path toward more conversions. “It’s where your most engaged audience lives, and it can do a lot of heavy lifting when it comes to follow-ups, offers, and building trust over time,” Coussons says. Blog posts with many views can be leveraged into newsletter content, ideally leading to a growing email list to increase conversions. ## Measurement and Analysis of Conversions ### Google Analytics 4 César and Coussons recommend using Google Analytics 4 (GA4), the most recent version of Google Analytics. GA4 allows companies to see where their traffic is coming from and which channels perform better than others. It also allows for more detailed tracking by measuring individual user events rather than group sessions. Both versions, GA4 and the older Universal Analytics, give big-picture insight into how traffic aligns with conversions. ### Hotjar Hotjar adds to the insight of Google Analytics by showing businesses what their audience is ignoring, or where they’re dropping off or getting stuck, through heatmaps and session recordings. “That insight is gold when you’re trying to figure out why someone didn’t convert,” Coussons says. Hotjar offers tools that can be helpful for A/B testing, as well. ### HubSpot Once you’ve analyzed where your traffic is coming from and how your audience behaves after they get to your website, tools like HubSpot help companies track leads through the sales funnel and turn them into conversions. The Customer Relationship Management (CRM) system offers a centralized platform to keep track of traffic and customer information, such as emails, while managing blog and newsletter content. Like Hotjar, A/B testing resources are also available. ### Realize Realize stands out as a powerful performance marketing platform because it offers comprehensive tools to create, track, and optimize conversions effectively. Through its integration with the Taboola Pixel, advertisers can define and monitor a wide range of conversion events, from simple page views to dynamic purchases with varying values. The platform allows for precise control over conversion windows and even enables tracking of offline conversions via CRM integration. Crucially, Realize leverages advanced AI and unique first-party data to optimize campaigns in real-time, intelligently identifying high-intent audiences and adjusting bids to maximize return on ad spend (ROAS) and other key performance metrics, ensuring advertisers can truly realize their business objectives. ## Key Takeaways A conversion occurs when a person takes the desired action of marketing efforts, which is often to buy a product or service. For instance, in e-commerce, conversion rate is calculated by dividing the number of online sales by the total number of website visitors and multiplying that number by 100 to get a percentage. Optimizing for an efficient user interface and creating engaging content that compels consumers to take action are effective ways to boost conversion rates. ## Frequently Asked Questions (FAQs) ### Micro vs. macro-conversions: What’s the difference? While macro-conversions refer to the end goal of marketing efforts — i.e., turning a lead into a customer — micro-conversions represent benchmarks for achieving this. Some micro-conversions include how long someone spends on a page, if they watch a video, how far they scroll, signing up for a newsletter, or adding a product to their cart without purchasing. Micro-conversions suggest potential, whereas macro-conversions indicate action. ### What is the impact of trust and credibility on marketing conversions? Building trust and credibility with your audience is important when converting new customers because it removes consumer doubts before they surface. Coussons says that incorporating “trust signals” such as online reviews can go a long way towards instilling confidence. Whether it’s a well-researched blog post, an informative video, or an ad for a helpful product, people are likelier to act on content they believe in and share it with others. ### What is the best practice for optimizing paid advertisement campaigns for conversion rates? Paid ads are a great way to drive traffic, but optimizing these campaigns for higher conversion rates mostly comes down to what consumers see after they click. That is why it’s essential to test headlines, images, and other content, and keep messaging consistent throughout. That way, even when using paid ads to target specific audiences and pain points, the landing pages deliver on the promise to make life easier, without confusing them along the way. ### What are alternatives to social media to improve conversion rates? Social media can help boost micro-conversions, like getting potential customers to watch a video or read a blog post, but it’s not everything. To increase macro-conversions, SEO-driven content for organic and paid search, email marketing, and affiliate or referral partnerships are all great alternatives to social media. --- ### Contact Forms: Definition, Types, How to Create and Automate URL: https://www.taboola.com/marketing-hub/contact-form/ Last Modified: 2025-11-13 10:43:12 Contact forms may seem like small elements of a website, but they’re a highly valuable aspect of your marketing, customer retention, and business reputation. A carefully designed contact form is an essential tool that your business can use to collect feedback, generate leads, provide customer support, and fulfill countless other purposes. ## What Is a Contact Form? A contact form is a form that can be embedded on your business website for communication purposes. Customers can enter information into the form and submit that information to your business without using an email address. Contact forms are usually brief and easy to use, and once a customer has submitted their information, your business will have a way of following up with the customer, such as their email address or phone number. ## Why Is a Contact Form Used? Contact forms allow your business to gather information without publishing your email on your website. This is advantageous, since including your email on your site can lead to spam and phishing attacks: According to Hoxhunt, in 2024, 64% of businesses faced business email compromise attacks, and financial losses from the attacks averaged $150,000. Since 2021 and the implementation of malicious AI, phishing attacks have increased by 49%, highlighting the importance of using contact forms instead of sharing personal contact information on your business website. Using a contact form instead of an email address also makes it easier for your business team to delegate customer service and support. If you have a multi-purpose team, you can set your form plugin to send form responses to certain team members based on the reason the user contacted your business. For example, technical support requests could be routed to your technical support team lead, while inquiries on your services from prospects could be routed to your sales team. This ability can help your business deliver a faster and more accurate response. Contact forms can be used for communication with current customers as well as with leads. The form can allow customers to easily contact your business if they need support, want to provide feedback, or have questions about your services. Similarly, leads can ask questions, allowing you to build a relationship with them which could potentially convert them into customers. ## How a Contact Form Works You can create custom contact forms to include the fields that you need, and you can embed the form in your website. The user will enter data into each required form field and submit that data to your business. Your website form plugin will forward that message to an email address that you’ve assigned during the form setup process. You’ll receive an email message containing the data, and you can then respond to the customer or lead. When the customer or lead submits the form, they’ll receive an automated email confirmation telling them their message has been received. You can customize the text of this email: For example, it’s a good idea to tell them how you’ll reach out to them, including an approximate timeframe in which they can expect to receive a response. You can also include other helpful information, like a link to your FAQs page, a phone number for live customer support, or a call to action (CTA), like a suggestion to follow your business on social media. ## Types of Contact Forms Businesses use many types of contact forms. Depending on your business structure and goals, one or more of these types of forms might be right for you: ### General Inquiry Contact Form A general inquiry contact form serves as a catch-all form for your website. You can use the form to allow site visitors to contact your business with questions. You can then use those form responses to sort the inquiries so the correct departments or teammates respond to each form submission. ### Customer Support Contact Form A customer support contact form serves specifically to collect customer questions and feedback. You can add questions that prompt customers to provide details about the issues they’re experiencing or their feedback on your products or services, so your customer service team has the information needed to respond to each inquiry appropriately. ### Sales Inquiry Contact Form A sales inquiry contact form can help capture lead contact information so you can add prospects into your sales funnel. By allowing leads to specify the product or service they’re interested in, and to add any questions they have to the form, your sales team can follow up with a personal call and the details the lead needs. ### Feedback Collection Contact Form You can also use contact forms to collect customer feedback. Publishing a customer feedback form demonstrates that your business is invested in the customer experience. The feedback you receive can help you identify ways to improve your business and also gives you a chance to reach out to customers to correct any issues they’ve experienced. ## What Makes a Good Contact Form? Just like every other element of your marketing campaign and business materials, your contact form needs to be carefully thought-out and designed. A poor-quality contact form can frustrate website visitors and may cause them to abandon the form altogether, so you could lose out on valuable conversations and feedback. ### User-Friendly Design Good contact forms are user-friendly. They should be easy for website visitors to find and access, and they should have a clear, minimalistic layout. The instructions need to be specific, and the fields should be laid out logically, usually starting with the visitor’s contact information, including their name and email address. Make sure that the fields are all clearly labeled to avoid any confusion for visitors and to ensure you’re collecting accurate data. The form should be accessible on different devices, including mobile. ### Easy to Understand In addition to a user-friendly design, a form needs to be easy for website visitors to understand. It should feature a clear call to action, such as a message encouraging visitors to submit any questions they have. Once the form is submitted, viewers should see a message confirming the submission was received and outlining what will happen next. They should also receive an email with this information. ### Quick and Easy to Complete Designing a great contact form means striking a balance between keeping the form short and easy to complete, while also collecting the information your business needs to provide an appropriate response. Try to include only absolutely necessary fields, keeping the form as short as possible. ### Functionality Most importantly, contact forms need to work well and reliably. Test the forms repeatedly to make sure they’re easy for users to complete and submit. Make sure that any error messages that appear clearly identify any fields that need to be completed, so users can easily correct the errors. Spend plenty of time verifying not only that the form works, but that you can access the submitted information and that you have processes in place to promptly respond to form submissions. ## How to Create a Contact Form Creating a contact form is easy, and you can use one of the many form builders available, like Jotform or Google Forms. If your website is built on WordPress, there are many plugins that simplify the process of creating a form. You can also code a form into your site. No matter which method you choose, make sure that your form is embedded within your site, so visitors don’t have to leave your site to complete the form. Once you’ve determined how you’re going to build the form, you’ll need to plan out the form’s design: ### Determine the Form’s Purpose and Fields Start by identifying the form’s purpose, whether you’re creating a general inquiry form that could serve several different purposes, or a form specifically for a purpose like customer service. Think about the ways that visitors will likely be using the form and the type of information they’ll need to provide. Next, determine the fields you need to include. A field to collect the visitor’s name and email address is essential. You may want to add a field for a phone number, too. You can use multiple-choice fields to let website visitors identify the purpose of their form submission, and a text box where visitors can write comments can help you gather any other important information. ### Include a Call to Action Include a clear call to action that helps website visitors understand why they should complete the form and what will happen once they do. For example, a call to action might be, “We always want to hear from our customers. Please share your recent experience with our business and let us know what we can do better.” ### Craft Form Submission Messaging Craft a confirmation and thank you message that visitors will see once the form is submitted. Set up an auto-response so submitters also receive the information via the email they provided. The message should include clear details about what will happen next and when website visitors should expect to hear from your business. ### Set a Form Submission Email Address Before your form is complete, you’ll need to set up an email address, or multiple email addresses, to receive the form submissions. Make sure you choose emails that you monitor daily so you can promptly respond to submissions. ### Develop a Process for Responding to Submissions Develop a process to respond to submissions before your contact form goes live. If multiple team members will be responding to submissions, determine how the submissions will be divided among them. Set a goal for your response time and make sure that you’ve prepared any resources needed, such as information on return policies or new products. ## Contact Form Conversion Optimization The higher your contact form conversion rates, the more submissions you’ll receive and the more opportunities you have to engage with potential customers or to retain current customers. In addition to the best practices highlighted above, like keeping your forms brief and making sure they’re easy to complete, there are several other ways to optimize your contact form conversion so you get maximum value from your forms. ### Make Phone Numbers Optional Many people are hesitant to give out their phone numbers, so consider making this field optional or not including it at all. Starting with an email address can allow you to make contact with a customer, and you could offer to contact them by phone once you’ve built a relationship, or if they need phone support. ### Offer an Incentive Consider offering visitors an incentive to complete a form, such as a discount or a free consultation. This extra incentive can help motivate individuals to complete a form, and it can be a particularly valuable technique when you’re looking to add leads to your pipeline. ### Include Real-Time Error Validation If you’ve ever completed a form, only to receive a message that there was an error that needs to be corrected, you know how frustrating delayed error validation can be. Some forms even delete the information, leaving individuals to complete the form again from scratch. To avoid this issue, implement real-time error validation on your forms, which will highlight fields that are incorrectly or impartially completed in real time. Users can quickly identify and correct those errors, increasing the chances of a form conversion. ### Experiment With Form Placement Test out different form placements on your website, as you may find that certain placements drive more conversions. For example, putting a form above the fold means users can access it without having to scroll to the bottom of your site. Monitor form performance in different placements and see if you can further optimize your conversions. ### Try Different Calls to Action Your call to action encourages visitors to complete a form, so test out how different CTAs perform. Try including mention of your incentive, experiment with different CTA language, and see which CTAs your audience best responds to. ## How to Ensure Security & Prevent Spam From Contact Forms Contact forms are a frequent target for spam and bot submissions. These spam emails can drain your resources and make it difficult to sort through and find legitimate form submissions. They can also be used to send you malware and can jeopardize your site’s security. There are several ways to ensure your form’s security and prevent spam: ### Use a CAPTCHA To minimize spam, consider adding a CAPTCHA to your form. The CAPTCHA test, such as clicking on photos of a certain type of object, is intended to be easy for humans to complete but difficult for bots to navigate. Some CAPTCHAs can be difficult and frustrating to complete, so consider the type that you choose to use. If you’re using a form plugin, you may be able to design your own custom CAPTCHA, such as asking submitters to perform a simple math problem. ### Add Questions to Your Form You can also add questions to your form that serve to sort human submissions from bots. By requiring that submitters answer a simple question, like which of two letters comes first in the alphabet, you can cut down on spam submissions without making forms overly difficult for humans to complete. ### Implement Double Email Opt-In A double email opt-in can ensure that the form submitter is using an authentic email address. Once they submit the form, they’ll receive an email with a link they must click to verify their email address. This type of spam prevention requires the submitter to complete an extra step, so it’s often best reserved for instances where the submitter stands to receive value from the form, such as if they’re signing up for an incentive like a discount or a free guide. ### Publish a Privacy Policy If your contact form collects personally identifiable information, like customer names and email addresses, you’ll need to publish a privacy policy identifying what type of information you collect, how you use that information, and how the information is shared. There are several laws protecting the privacy of individuals in states and countries. For example, the California Online Privacy Protection Act went into effect in 2004 and requires commercial websites and online services to provide specific privacy disclosures to users. ## How to Automate Contact Forms By automating your contact forms, you can streamline the process of responding to them. Automation saves your team time and means that your website visitors will promptly receive responses. ### Use an Automation Platform You can use automation platforms like Zapier or HubSpot to trigger a series of actions when a form submission is received. ### Set Up Your Automation Trigger You will need to identify a trigger that will begin the automated processes. When working with contact forms, that trigger is usually the submission of a form. ### Identify Your Automated Actions You can automate contact forms in many ways. For example, you might want contact form submissions to be automatically added to your CRM as leads, or for the data to be added to spreadsheets. You can also choose to have team members notified of new form submissions, or you might want to send a series of automated emails to individuals who have submitted forms. ## Key Takeaways Contact forms are valuable additions to your website and to your overall marketing strategy. By carefully designing contact forms to be user-friendly, you can increase your form conversions and use those forms to gather feedback, collect new leads, build relationships with your customers, provide customer support, and more. Adding forms to your website can boost your marketing efforts and customer retention while also giving website visitors an easy way to get in touch with your business. ## Frequently Asked Questions (FAQs) ### What fields should I include in a contact form? It’s best to keep contact forms as short as possible while ensuring they collect the information you need. At a minimum, you’ll need to collect the submitter’s name, email address, and the reason why they’re contacting your business. Depending on the form’s purpose, you may need to add more fields. ### How long should my contact form be? The shorter your contact form, the better, but it’s important that the form collects the necessary information your business needs, too. When designing your contact form, try to keep the fields minimal so it’s quick and easy for users to complete. ### Is it safe to collect data through a contact form? It is safe to collect data through a contact form, but you’ll need to make sure that your website publishes a privacy policy disclosing what personally identifiable information you’re collecting, and how you’re using it. --- ### Ad Units: A Complete Guide for Digital Marketers URL: https://www.taboola.com/marketing-hub/ad-unit/ Last Modified: 2026-06-22 08:39:09 If you’re a marketer wanting to maximize ad performance and ROI, you need to understand how ad units work. Ad units are foundational to online advertising, as they determine where and how your ads will be displayed across websites, apps, and video streaming platforms. This guide explains what an ad unit is and breaks down the different ad types, formats, sizes, and placements. I’ll also show you how to optimize your ad units for better engagement and performance. ## What Is an Ad Unit? An ad unit is a specific space on a web page or app that displays various types of ads, such as banner, native, video, and interstitial ads. It often contains code that tells the ad network the size, format, and placement details. ## Four Common Types of Ad Units Ad units come in a variety of types, and understanding their differences can help you choose the right ad format for your campaign. Here are the most common ad unit types: ### 1. Display Ad Units Display ad units can appear on websites as static images or rich media-based ads and are usually located in a banner or sidebar format or within the web page content. Many display ad units use standardized sizes, like 250 X 250, or 728 X 90. ### 2. Video Ad Units Regular video ads, also known as pre-roll, mid-roll, or post-roll, play before, during, or after video content on a wide range of platforms. They can be very effective for storytelling, as a well-crafted video can evoke emotion from the viewer. However, they can also be disruptive if they delay the content that the viewer is trying to watch. ### 3. Native Ad Units Native ads units are designed to blend into the surrounding content. Marketers can do this in various ways: For example, native ad units can be placed within a news or social media feed, on a search results page (appearing like an organic listing), or as a content recommendation widget at the end of an article. ### 4. Interstitial Ad Units Interstitial ads are full-screen ads that appear during natural breaks in the content, like between articles or sections of an app. They’re very good at grabbing a viewer's attention, but can become overwhelming and disruptive if not used selectively. ## Ad Unit Formats Ad unit types and formats are closely related, but different. An ad unit type refers to the category or placement of an ad unit, e.g., display, video, native, interstitial. An ad unit format describes the specific structure of the ad content. Here are some common ad format examples: ### Static Image Static image ad units are simple, and typically use formats like JPG, PNG, or GIF. They can be easily produced and are quick to load. ### Rich Media Rich media ads offer more advanced features, such as video, audio, or other elements that make it easier for viewers to engage with the content. While rich media ads can boost engagement, they usually take longer to load than static image ads. ### HTML5 HTML5 is the latest version of the HyperText Markup Language (HTML), the standard language used to create and display web content. Because HTML5 is supported by all modern web browsers and is compatible across all device types, the format is very effective for dynamic, interactive, and mobile-friendly advertising. It’s responsive, too, so you can deliver the same ad to users on a laptop, phone, or tablet. HTML5 ads are often lighter than rich media ads, so they can load faster, which improves the user experience. ### Display Ads Display ads constitute broad category that includes many common ad formats like banner ads (rectangular images), skyscraper ads (tall, narrow ads), and medium rectangles. These are classic examples of ad units, defined by their size and placement on a page. ### Carousel Ads While carousel ads are a more dynamic and interactive format of advertising (allowing multiple images/videos to be swiped through), they are still implemented within a specific, predefined ad space or container on a platform. Each "card" within a carousel ad can have its own headline, description, and call to action, all contained within that single ad unit. ### Native Content Native ads can be considered a type of ad unit as well as an ad format. The latter refers to how native ads look and interact. Essentially, they’re designed to blend seamlessly with the surrounding content by matching its look and feel. Because they are less intrusive than traditional online ads, like video, banner, or pop-up ads, native ads often generate higher engagement and better value for marketers. ## Ad Unit Sizes Digital advertising ad unit sizes have been established by the Interactive Advertising Bureau (IAB), which is an industry organization that works with advertisers, publishers, and technology providers to develop technical standards and guidelines for digital advertising. The table below outlines just a few standard fixed ad unit names and dimensions, along with their typical placements: Ad Unit Name Dimensions (px) Common Placement  Billboard 970 X 250 Top of premium pages Half Page 300 X 600 Sidebars or interstitial areas Large Rectangle 336 X 280 Within content or sidebars Medium Rectangle 300 X 250 Within content or sidebars Leaderboard 728 X 90 Top or bottom of web pages Skyscraper 120 X 600 Sidebars While these classic fixed ad unit sizes are still widely used, the industry has moved toward flexible and responsive ad sizing as part of the IAB New Ad Portfolio. These ads are able to adapt their size and specifications to the user’s screen and device. ## Ad Unit Placements Ad placement refers to where an ad appears within a website, app, or video stream. By selecting the best possible placement, you can maximize visibility and user engagement. Below are some common ad placement options: ### Above the Fold Above the fold refers to the portion of a web page or app screen that is visible without scrolling. By placing ad units above the fold, they will typically receive higher impressions and engagement. ### In-Content In-content placement refers to placing ads within articles or other types of content, such as videos. Doing so can lead to higher click-through rates. It also provides marketers with an opportunity to provide contextual relevance. ### Sidebar Sidebar placements are located on the left or right side of a web page, beside the main content. Many desktop environments use sidebar layouts, as there is more horizontal space to work with. When the web page is displayed on a mobile device, the sidebar content usually moves below the main content, or is hidden entirely. ### Footer Ad units in a footer placement are located at the very bottom of a web page or app screen. They usually appear below all of the main content on the page. ## How to Optimize Ad Units Here are some common strategies marketers can use to optimize their ad units and improve ad performance: ### Test Different Ad Formats and Dimensions Consider A/B testing different ad formats to determine which ads resonate best with your audience — never assume that one format works best for all campaigns. By choosing an ad platform that offers AI-powered testing, you can continuously A/B test all your ads, optimizing both targeting and creative in real time. ### Prioritize Viewability Some ad unit types, such as in-content placements and sticky sidebars, tend to remain in view longer. By focusing on these ad units, you may be able to improve performance and boost ROI. ### Use Contextual Targeting Try to run ad units with relevant content in order to improve user engagement. This is where native ad units shine, as they blend into the environment. ### Optimize Ads Units for Mobile According to Google, mobile-friendly websites are prioritized in search results. Also, many advertisers receive the majority of their traffic from people using mobile devices. As such, it’s critical to ensure your ad units are responsive and perform well on mobile. For example, the 320 X 50 ad unit is designed for small screens, as are many native units. ## Key Takeaways Ad units are critical components of digital advertising. They define where and how ads are displayed across websites, apps, and streaming platforms, and come in various types and sizes, based on IAB standards. Remember that placement plays a key role in the performance of ad units. You can also optimize ad units by A/B testing, focusing on contextual relevance, and ensuring they are responsive: Over time, and with the right strategies, you can generate more impressions, boost viewer engagement, and improve your campaign performance. ## Frequently Asked Questions (FAQs) ### What are some common ad unit examples? Popular ad units include the 120 X 600 Skyscraper, often displayed in sidebars, a native video appearing in a social media feed, or a 15-second video ad that plays before a YouTube video. ### How do you create an ad unit? The process for creating an ad unit is fairly straightforward, but will differ slightly based on the ad platform you’re using (e.g., Realize or Google Ad Manager). You will typically start by setting your ad unit size, format, and placement. Once that’s done, you can generate the ad unit code and place the code on your website or app. Note that you don’t always have to manually embed ad code: Many modern ad platforms support dynamic or automated placement methods. ### What is an ad unit code? An ad unit code is an HTML or JavaScript snippet that tells the ad server where to serve an ad on a web page or app, and how to render it. The code contains information such as the ad size, placement ID, and targeting parameters. When the web page loads, the ad unit code communicates with the ad server or exchange to retrieve and display a relevant ad. --- ### Cost-Per-Mille (CPM): Your Go-to Guide for Smart Advertising URL: https://www.taboola.com/marketing-hub/cost-per-mille/ Last Modified: 2025-05-26 07:49:38 If you're familiar with the online advertising scene, you’ve likely heard of cost-per-mille, or CPM. It might sound a bit fancy, but it's a highly useful metric to help you determine how much you're spending to get your ads in front of people. Let’s break what cost-per-mille actually means. ## What Is Cost-Per-Mille (CPM)? Cost-per-mille, or CPM, represents the price of reaching one thousand impressions of an advertisement. It’s an essential metric for advertisers who want to analyze cost-efficiency in their campaigns. "Mille" means "thousand" in Latin, so, in simple terms, it measures the cost of getting your ad in front of a thousand viewers. Understanding this can help you make the most of your advertising budget. ## How Do You Calculate CPM? Calculating CPM is pretty simple: To determine your cost-per-mille, begin by dividing your total campaign expenditure by the total number of impressions. This calculation will give you the cost for a single impression. Then, multiply that figure by 1,000 to find the cost for every 1,000 impressions. For example, if you spent $2,000 on an ad and got 500,000 impressions, your CPM would be $4. ## Limitations of CPM CPM provides businesses with some key benefits, such as aiding in effective budgeting and cost comparison across different advertising platforms. It’s also cost-effective, offering some insights into how efficiently ad dollars are spent, making budgeting straightforward by allowing advertisers to determine how many impressions they can afford. However, CPM has its limitations: It lacks direct action metrics, meaning it doesn’t measure clicks or purchases, which are vital for assessing true success. Unlike with performance advertising, where you only pay for direct results, relying on CPM could see you wasting money, since it’s possible for your ads to attract numerous impressions without actually engaging viewers. Considering if and when your Google and Facebook Ads translate into diminished returns, and recognizing these limitations is essential for the effective use of CPM in advertising strategies. ## CPM vs. Other Pricing Models ### CPM vs. CPC Cost-per-click (CPC) is all about actions, such as clicks, whereas CPM focuses on getting your ad seen by a large audience. For example, in the digital advertising model of CPC, if a business uses Google Ads with a CPC bid of $2, they pay $2 for every click on their ad. This model is effective for driving traffic and generating leads. In contrast, CPM focuses on visibility, with advertisers paying for their ad to be shown a thousand times, regardless of clicks. A CPM rate of $10 means the advertiser pays $10 for every 1,000 impressions, regardless of any click-through actions. This approach is more beneficial for brand awareness campaigns, which can lead to long-term revenue growth, while CPC actively focuses on finding click-worthy customers. ### CPM vs. CPA Cost-per-acquisition (CPA) measures the cost to acquire a customer taking action, such as making a purchase. For instance, spending $500 to gain 50 customers results in a CPA of $10. Conversely, CPM indicates what advertisers pay for 1,000 ad displays, regardless of actions. Understanding both your CPA and CPM helps businesses effectively align their advertising strategies with specific goals. ## Budgeting and Planning CPM When developing your CPM strategy, it's essential to consider tactics such as market analysis, audience segmentation, and competitive positioning, all of which play an important role in maximizing the effectiveness of your advertising efforts. ### Based on the Budget Begin by determining your overall advertising budget, which serves as the foundation for your marketing efforts. Next, use the CPM metric to calculate the potential number of impressions you can acquire. This approach enables you to effectively measure the reach of your campaign and optimize your spending to maximize visibility among your target audience, allowing you to make the most of your budget. ### Based on Goals Aligning your CPM strategy with your overarching advertising goals is essential. Whether you're aiming to build broad brand awareness or drive deeper engagement, your CPM strategy should reflect these objectives. ### Based on Advertising Channel Different advertising channels come with their own unique costs and target audiences, so it’s essential to think carefully about the platforms you choose for your CPM strategy. Analyzing where your ideal customers are most active can help you allocate your resources effectively, ensuring that your advertisements reach the right people at the right time. ## How to Optimize CPM You can optimize your CPM by employing several tactics, such as ad targeting, creating engaging content, and benchmarking your CPM. The following steps can help lower your CPM and enhance the effectiveness of your paid ads: ### Ad Targeting Ensure you’re targeting the right audience with your ads. The more relevant your ad is to them, the better your CPM results will be. When your message resonates with the right audience, it typically yields better results and greater value for your investment. ### Creative Content Captivating and well-crafted ad content has the power to spark curiosity and evoke strong engagement from your target audience. By weaving together vivid visuals and compelling narratives, you not only capture attention, you also encourage meaningful interactions. This heightened level of engagement translates to a more effective use of your advertising budget, allowing you to achieve greater returns on your investment while building a stronger connection with potential customers. ### Benchmarking CPM Understanding where your CPM stands in relation to these standards is important, as it not only indicates whether you're operating within the expected range, but also highlights areas for potential improvement. Monitor your CPM and compare it to the prevailing industry benchmarks. Delve into performance metrics and analytics surrounding your CPM to gain insights into your advertising’s effectiveness and optimize your strategy accordingly. ## Performance and Analytics Around CPM ### Benchmarking Evaluate and analyze your CPM in relation to your other advertising campaigns, as well as the prevailing market rates within your specific niche. Consider the key factors that help determine whether your CPM is excessively high and how it compares to industry standards. ### CPM vs. Other Metrics Combining CPM with other metrics, such as click-through rate (CTR), offers a richer understanding of ad performance. This approach reveals not just how often ads are viewed but also how effectively they engage the audience, providing valuable insights into the overall reach and impact of advertising efforts. ### Understanding How CPM Impacts Your Overall ROI Think about how your CPM fits into your overall return on investment — it’s all about making sure your spending aligns with your goals and that you're getting the most value for your advertising dollars. ## What Alternatives Do Marketers Have Other Than the CPM Model? There are various alternatives and innovations that have distinct advantages over traditional CPM tactics. Cost-per-Click (CPC) is a solid alternative if you want to focus on user actions rather than just impressions. Cost-per-Action (CPA) is another option that looks at how much you spend to get specific conversions or actions. Innovations in performance marketing, such as AI-driven tools and holistic performance platforms, allow for measurable results with precise tracking of conversions and real-time data. This approach targets specific audiences, increasing conversion likelihood, and incorporates continuous optimization for better returns. Performance marketing also offers agility, allowing for rapid testing and adaptation to market changes. ## Key Takeaways CPM helps you gauge the cost of visibility for your ads. It’s great for budgeting, but may not capture all user actions. As a small or medium-sized business, consider exploring various pricing models to determine which one works best for you. ## Frequently Asked Questions (FAQs) ### What is the difference between CPC vs. CPM? CPC is all about action (it stands for cost-per-click), while CPM focuses on visibility. ### What is the difference between eCPM vs. CPM? The difference between Effective CPM (eCPM) and CPM is primarily in their focus. CPM measures the cost advertisers pay for every thousand impressions, while eCPM provides a broader view of earnings across various ad types, including clicks and actions. Essentially, CPM focuses on ad costs, while eCPM offers insight into overall revenue performance from different ad formats. ### Is a $20 CPM good? Ultimately, the effectiveness of a $20 CPM largely hinges on conversion rates and the specific context in which it’s applied, and a lot depends on your industry, product, and campaign goals. In e-commerce, a $20 CPM can be justified if it leads to significant sales, especially when each sale generates a $200 profit. Similarly, in the automotive sector, this CPM is reasonable due to the high commission potential from car sales, which can bring substantial payouts. For non-profits, on the other hand, a $20 CPM may be excessive if it doesn't result in enough donations, as low contributions can outweigh costs. In the technology and SaaS industries, this CPM can be acceptable if it leads to long-term subscriptions, given the potential lifetime value of customers. ### What’s a typical CPM on LinkedIn ads? When considering advertising on LinkedIn, it's important to anticipate higher CPMs, typically falling within the range of $25 to $50. This elevated pricing is largely attributed to the platform's unique professional audience, which consists of decision-makers, industry leaders, and skilled professionals, making it a prime space for targeting a discerning market. ### Can I optimize CPM for TikTok ads? To effectively engage your audience on TikTok, tailor your content to fit the platform's unique style and trends. By understanding what resonates with your target audience, you can create captivating videos that lower your CPM and optimize your advertising investment. ### Should I focus on lowering CPM or increasing CTR? A balanced approach is often the most effective. Achieving a lower CPM alongside a high CTR indicates that your campaigns are performing exceptionally well. When both metrics align favorably, it demonstrates not only cost efficiency, but also strong audience engagement. ### What factors influence CPM in display ads? Audience targeting, ad placements, and competition are crucial factors that influence your CPM. By clearly defining your target audience, you can craft impactful messages that resonate effectively. Strategic ad placements boost visibility and interaction, while the competitive landscape can drive CPM variations as advertisers compete for the same audience. These elements work together to shape your advertising costs and effectiveness. ### What’s a good CPM for B2B vs. B2C? B2B generally sees higher CPM due to niche targeting, while B2C could have lower costs. ### When is CPM better than CPC? CPM works best for campaigns purely focused on raising brand awareness rather than immediate actions. --- ### Full-Funnel Marketing: From Fantasy to Real World Results URL: https://www.taboola.com/marketing-hub/full-funnel-marketing/ Last Modified: 2025-07-22 13:22:58 Full-funnel marketing refers to the practice of targeting customers at every stage of their buying journey — from awareness to consideration to conversion — using tailored content and tactics to guide them toward a purchase. The concept of the marketing funnel has been around since long before the internet, originally being developed by E. St. Elmo Lewis in 1898. Addressing the different parts of the funnel with bespoke tools and tactics has effectively served generations of businesses advertising and selling to consumers. These days, though, this straightforward concept of a user journey has stopped applying to many buying cycles. There’s a lot more complexity in marketing now, so a linear, staggered funnel doesn’t necessarily ring true for sophisticated digital marketers. User journeys today vary widely depending on the person, the product, the channels they use, the transaction type, and more: Sure, it could look like a funnel, but it could equally look like a web of interactions on the way to a purchase. Actually being effective across the entire range of customers’ actions has become much harder in this busy digital landscape, where users are constantly bombarded with messages and businesses have so many channel and tactic options to choose from. I’ve talked with advertisers across industries and verticals about where they feel full-funnel marketing is still relevant, and where it’s struggling to continue being effective. I’ve seen firsthand how appealing the promise of full-funnel marketing is, but I’ve also seen how rarely it actually delivers without the right structure, partners, and expectations to support it. In this post, I’ll dig into what makes full-funnel marketing so challenging these days, and how savvy marketers can approach the buyer’s journey more effectively. ## What Is Full-Funnel Marketing? At its core, full-funnel marketing is a framework that recognizes that consumers don’t make purchase decisions instantly. Instead, they move through stages, first becoming aware of a need or a product, considering various options, and eventually making a decision to buy. Full-funnel marketing aims to tailor content, media tactics, and messaging to all of these distinct phases, guiding users gradually down the funnel toward a conversion. What this means in practice is that marketers use different creative strategies, tactics, and platform tools for each stage of the funnel, with different KPIs for each: - Upper Funnel (Awareness): Reaches broad audiences with brand storytelling, video, and display ads to build recognition and interest. - Mid-Funnel (Consideration): Uses more targeted messaging, retargeting, and educational content to inform and nurture prospects. - Lower Funnel (Conversion): Uses performance-focused tactics like search ads, product retargeting, or direct response campaigns to drive action. ## Why Full-Funnel Marketing Is So Hard to Get Right The funnel may have been simple and straightforward in the days before online marketing, but for advertisers and marketing teams in the digital era, the funnel has become ever more fragmented. The new reality is that most advertisers struggle to execute full-funnel marketing successfully, especially in digital environments where consumers are continually moving across devices and channels. There are a few key reasons why: ### Fragmented Platforms and Data Upper-funnel campaigns might live in a brand-focused DSP, mid-funnel engagement might happen via social media or email platforms, and lower-funnel action might take place in ecommerce or search tools. Stitching these efforts together across platforms is technically and operationally complex. ### Creative and Measurement Misalignment Each stage of the funnel requires a different type of creative and a different KPI, yet many advertisers use a one-size-fits-all approach to creative, or they measure all campaigns with the same success metric (like ROAS), regardless of where they fall in the funnel. ### Budget Allocation Challenges It’s often difficult to justify upper- and mid-funnel investments because they don’t drive immediate conversions. This leads to over-indexing on lower funnel tactics, which can deliver short-term gains at the expense of long-term growth. ### Vendor Over-Promise Many platforms and partners promise full-funnel solutions, but fall short on delivery. Generalist platforms keep businesses from truly addressing the entire funnel appropriately. Which brings me to the most important part of this topic… ## Generalist, Full-Funnel Platforms Can’t Get the Job Done Anymore In recent years, demand-side platforms (DSPs) and some ad tech vendors have positioned themselves as full-funnel solutions. Indeed, many of them offer features for campaign deployment right across the awareness, consideration, and conversion stages. But the problem is that, due to the complex nature of full-funnel marketing, addressing all stages of the funnel is in no way the same as being excellent at each of them. To be truly effective at any single stage of the funnel requires: - Deep expertise in the media channels that work best at that stage. - Purpose-built technology to optimize for the relevant KPIs. - Creative tools to match the mindset and intent of the audience. Achieving this across all funnel stages demands significant investment, specialization, and focus — something few generalist vendors can realistically offer. What you end up with instead are platforms that do a passable job at everything, but don’t drive exceptional results anywhere. What’s really problematic is that these platforms lack the technology to actually move a consumer from one stage of the funnel to the next. They may serve ads at multiple stages, but can’t orchestrate a sequence that actively progresses a user from passive awareness, to engaged consideration, to being ready to buy. ## Why Best-Of-Breed Can Be a More Suitable Approach As I’ve talked with advertisers and explored the various technology options available, I’ve come to realize that businesses trying to address the whole funnel would be better served by assembling a best-of-breed stack — that is, a curated set of specialized partners, each optimized for a specific stage of the funnel, united by a shared understanding of how to pass the baton downstream. As an example, a company advertising throughout the entire funnel might assemble a stack that looks like this: - A brand awareness vendor specializing in CTV or premium video, with advanced reach and frequency tools. - A mid-funnel vendor focusing on content marketing or engagement of target audiences, prospecting based on purchase intent signals, and retargeting capabilities. - A conversion vendor offering granular performance optimization, real-time bidding for e-commerce, or advanced attribution modeling. No less important to the specialization in each stage or type of interaction, is the ability to connect between them, and actually drive potential customers towards a sale. Even within some of the larger platforms, these stages remain siloed and disconnected. When savvy marketers are able to make these best in class vendors and platforms work together, the business achieves: - Superior performance at each stage, designed by experts who live and breathe that segment. - More agile measurement and optimization strategies that respect the nuance of each funnel stage. - Greater transparency and control over spend, targeting, and outcomes. Naturally, this approach requires more coordination and strategy, but for brands committed to long-term growth, the payoff is well worth it. In Taboola’s experience with thousands of clients, the advertisers who take the time to map their funnel, define stage-specific goals, and match them with the right tools, consistently outperform those who lean on a single, full-service vendor. ## Tips for a Successful Full-Funnel Experience If you’re an advertiser or agency leader trying to make full-funnel marketing work, here are a few guiding principles: ### Start With the Customer Journey Map out how your target customers move from awareness to action. Which channels do they use? What content do they engage with? What motivates them to convert? ### Set Clear, Stage-Specific KPIs Don’t measure awareness campaigns by conversions: Be sure to use appropriate metrics like brand lift, viewability, or engagement rate. Then, ladder these into mid- and lower-funnel KPIs like CTR, CPA, and ROAS. ### Pick Partners With Purpose Choose vendors who specialize in a particular stage, and who have proven results in your industry. Ask how their offering integrates into the broader journey. ### Make the Connection Make sure that the platforms chosen allow you to connect the dots and actually shift people "down the funnel.” Also, your CRM, analytics tools, and ad platforms should all talk to each other: This is key to understanding user progression and making real-time optimizations. ### Test, Learn, and Iterate Full-funnel marketing will always require tweaking and optimizing as you go, so build a feedback loop where performance data informs creative, targeting, and media spend decisions. ## Key Takeaways More than a century after its invention, full-funnel marketing still definitely plays a role for advertisers, but there’s an awful lot more complexity to contend with now. It’s not just checking boxes: It takes real understanding of the way consumer behavior flows from one moment to the next — how real people move, in real time, down a complex, nonlinear path to purchase. Success in full-funnel marketing, then, depends not just on addressing each stage, but on creating momentum between them, so consider your audience, what their path looks like, and craft a journey with the right tools and KPIs to build your funnel from top to bottom. The future of marketing isn't about mastering the funnel in segments. It's about engineering meaningful movement through it, turning fragmented touches into a cohesive, compelling journey that truly converts. --- ### Retargeting: How To Hook Your Audience URL: https://www.taboola.com/marketing-hub/retargeting/ Last Modified: 2025-05-25 10:29:40 Retargeting is the delivery of ads, emails, or other media to remind a user of a product or service in which they had demonstrated an interest. Here's how it works. Imagine someone stepping into a convenience store on a hot and sunny day, grabbing a soft drink from a cooler, holding it for a moment, then changing their mind and stepping back outside. As this person sits on a bench on this muggy midsummer day, a bus happens to pass by, on the side of which is emblazoned a huge ad for the very beverage the person just passed on. The idea of the refreshment is refreshed in their mind, they march right back into the store and buy the soda. In the physical world, that’s an example of retargeting. Of course, you could also call it a stroke of luck, at least for the marketers who placed the ad and for the beverage brand. In the digital world, however, marketers don’t have to hope a thirsty person will be curbside as a bus passes by. Online, marketers can reach their intended audience much more directly. ## What Is Retargeting? Allan Hou, sales director of TSL Australia, explains it like this: “Retargeting is showing ads to people who’ve already visited your website or app but didn’t buy, sign up, or take whatever action you wanted them to. It’s like when you look at a product online, leave without purchasing, and then keep seeing ads for it later while scrolling through social media or reading articles.” Long story short, when you have a lead on the line but they don’t end up taking the proverbial bait (i.e., making a purchase online), retargeting is the sending down of another hook that meets them in a different part of the pond, but has similar bait to the one they almost went for earlier. “Let’s say someone visits your site, checks out your freight services, clicks on the customs clearance page, stays there for a few minutes but leaves without sending a quote request,” says Hou. “With retargeting, that same person could later see your ad on LinkedIn, YouTube, or while browsing the news. The ad could show a testimonial from a similar business or offer a limited time quote. The goal is to remind them of what they already saw and give them a reason to come back and finish the process.” ## How Does Retargeting Work? Retargeting works by gently nudging people back in a direction they were already considering going. “The whole point of retargeting is reminding people about your brand, specifically those who have already shown interest by visiting your website, but haven’t converted yet,” says Andrius Surdokas, digital advertising specialist at Omnisend. “The success of such campaigns mostly depends on how relevant the offer is. The thing is, all users behave differently — some may have spent only a few seconds on your site, others may have already filled their carts. Some may be ready to convert, others may need more nurturing. Treating all of them the same way won’t lead anywhere.” “That’s why you need to track user behaviors,” Surdokas continues. “Marketers typically use cookies or pixels for this. For example, the Facebook Pixel or Google Ads tag can be useful for tagging visitors for future targeting. You can then segment your audience and plan campaigns accordingly.” ## Types of Retargeting ### Site Retargeting This common approach uses what is called a pixel on your website to track visitors and retarget them with ads on other websites and platforms. Also known as a tracking pixel or web beacon, a pixel is a small, usually invisible image or piece of code that website owners embed in their website's HTML to monitor user activity and track website performance. These pixels help businesses understand user behavior, measure campaign effectiveness, and build audiences for targeted advertising. ### Social Media Retargeting This approach targets people who have engaged with your social media content online or in an app, such as by liking a post or following your brand. You can have them served curated ads that feel more like native posts (in the form of pictures, videos, carousels, and more) that appear in the course of their natural scrolling. ### Email Retargeting Commonly used after someone abandons a digital shopping cart, but also useful in other instances, email retargeting is one of the most direct approaches, and also one of the most likely ways to actually reach a user. There’s no guarantee they open the email and even less guarantee they convert, but they’re certainly likely to see it. ### Impression Retargeting There’s never a guarantee that a person saw your online ad even if it was served to them, but when an ad is served, it’s still referred to as an impression either way. This type of retargeting is a way to reach out to leads that have been served impressions, and try to ensure they come into more direct contact with the brand. ## Benefits of Retargeting ### Increased Conversions When a customer returns to a site or app on which they were already close to taking an action the marketer had hoped to trigger, the party will be that much more likely to convert, be that making a purchase, signing up for a newsletter, or downloading a brochure. ### Enhanced Brand Awareness By its nature, retargeting puts a brand back in front of someone who already had at least some touchpoint with it. Retargeting and finding the person in another channel only increases their brand awareness, making conversion more likely, even if it takes time. ### Better ROAS Customer retargeting often means a better ROAS (return on ad spend) because you’re reaching out to parties that have already demonstrated at least some interest in your products or services, so the ads can be more focused and delivered to a smaller audience, which saves you money. ## Considerations When Retargeting ### Privacy Concerns Retargeting in marketing raises privacy concerns due to the collection and use of personal data for targeted advertising. Some people don’t want their online activities tracked, even if your intention is simply to connect them with a brand they will love. You also need to make sure you don’t fall foul of GDPR or CCPA regulations. ### Ad Fatigue Everyone has a point at which ad fatigue kicks in, and once someone has simply seen enough of your brand’s ads, further exposure will have the inverse effect of what you want, annoying them and driving them away instead of to you. ### Wasted Ad Spend Done well, retargeting saves you money. Done wrong, it can be a total waste, with ads delivered to people who have either already converted or who are tired of your brand and are never going to take action. ## How Can I Set Up a Retargeting Campaign? ### 1. Choose Your Platform There are many different services you can use when you undertake ad retargeting, including Google Ads, LinkedIn Ads, AdRoll, Facebook Ads, and Realize. Each has its benefits, depending on where your audience tends to spend the most time. ### 2. Establish Your Goals Determine what you want users to do after seeing your retargeted ads. Do you want them to make a purchase, download a resource, sign up for a newsletter, or something else? Knowing this will guide your ad creative and retargeting strategies. ### 3. Create a Retargeting List Use tools like tags, pixels, cookies, and email lists to create a master list of as many potential customers as you can. ### 4. Establish Tracking Mechanisms Now is also the time to embed the tags or pixels onto your site, so you can actively track more users as they navigate around. ### 5. Launch Your Retargeting Campaign Select the people on your list you want to target and start sending them curated ads. Make sure to establish your ad spend budget and calendar before launching. ## Best Practices for Effective Retargeting ### Segmentation Retargeting segmentation involves dividing your retargeting audience into different groups based on their interactions with your website or brand. This allows you to create more personalized and effective retargeting campaigns by tailoring your messaging and offers to specific user behaviors and needs. ### Avoiding Fatigue Avoiding ad fatigue involves using strategies to prevent users from becoming bored or annoyed with the same ads, which can lead to a decline in engagement and a negative brand perception. This is achieved by balancing retargeting efforts with prospecting, diversifying ad placements and creatives, and implementing frequency caps. ### Ad Creatives Ad creatives are the advertisements you design and display to people who have previously interacted with your website or app. These ads aim to remind them of your brand, product, or service, and encourage them to re-engage and potentially convert. ### Personalization Retargeting personalization is a marketing technique where ads are displayed to users who have previously interacted with a website or brand, but are tailored to their specific behavior and interests. The goal is to reignite their interest in a particular product or service by showing them relevant ads and offers. ## Effective Retargeting Strategies in 2025 “Retargeting is marketing to people who have already interacted with you in some way,” reiterates digital marketing expert Lucas Lee-Tyson. “It’s much easier to market to someone who has already transacted with you or interacted with your business in some way, rather than a brand new customer.” ### Dynamic Product Ads Dynamic ads are display ads that update in real time based on user behavior, such as showing related products or matching accessories to items that are actively being viewed. ### AI-Powered Personalization Many marketers these days turn to AI to help the rapid generation of ads that will be highly relevant to a given population, or even to an individual user. The more data gathered about the party, the more effective these can be. ### Multi-Channel Approach Marketers who encounter a user in one realm can reapproach them in another with potentially greater success. Say you get a lead on LinkedIn, but that person actually spends more time on TikTok. Messaging there might be better received, despite it being about the same brand. ## Measuring the Success of Retargeting Campaigns There are a few KPIs (key performance indicators) to track when you’re conducting a retargeting campaign: ### Return on Ad Spend Calculating your ROAS alone can tell you so much about your ad campaign’s success. How much did you spend, and how much did you make? If the latter is a lot bigger than the former, then that was successful retargeting. ### Conversion Rate Because conversions are not always sales that can be measured in dollars, calculate your total conversion rate, including things like sign-ups, downloads, likes, follows, and more. ### Cost Per Acquisition Abbreviated as CPA, this is the amount of marketing cash that was needed to be spent to acquire a new customer through a retargeting campaign. The CPA is usually lower with retargeting than it is with an acquisition of a fully new user. ## Optimizing Retargeting for Best Performance ### Personalize the Ad Experience Don't treat all website visitors or app users the same way. Segment based on actions like page views, time on site, and if they've previously converted. Use dynamic and curated ads that speak to the individual. ### Optimize Timing To avoid ad fatigue, use frequency caps to limit the number of times a user sees your retargeting ads, and determine the ideal length of your campaign before launching it. This can require some research, but it’s worth it. ### Test and Reassess As with any marketing campaign, with retargeting, it’s essential that you execute A/B testing so you can see what’s working and what’s not (or what’s working better, at any rate). ## Common Mistakes to Avoid in Retargeting ### Ineffective CTAs The CTA, or call to action, is the prime directive of an ad. If you get an ad in front of someone who is already familiar with your brand and your CTA is weak, confusing, off-message, or otherwise poor, you have just squandered an opportunity. ### Failing to Run A/B Tests If you don’t run at least two different versions of retargeted ads, you won’t be able to collect data that lets you see what’s working best, and you won’t be able to iterate. Remember, tools that allow you to continuously A/B test in real time are a huge help. ### Overly Broad Retargeting Retargeting is where you narrow things down and hone in on your audience with laser focus, customizing ads to suit each user to the highest degree possible. Go too general with things, and people may have less sense of what you do and offer, rather than more. ## Best Platforms for Retargeting ### Google Ads Google Ads provides comprehensive remarketing capabilities across the Google Display Network, YouTube, and search results. You can create remarketing lists for search ads and leverage dynamic remarketing to show ads based on specific products or items viewed. ### AdRoll Known for its social retargeting capabilities, AdRoll allows you to reach visitors across platforms like Facebook, X, and other publisher websites. It also offers features like dynamic ads, email marketing automation, and cross-channel attribution. ### LinkedIn Ads Ideal for B2B marketers, LinkedIn Ads offer precise targeting based on job titles, industries, and company sizes. They also have a “Matched Audiences” feature that allows you to retarget users who visited your website or engaged with your LinkedIn profile. ### Perfect Audience Perfect Audience offers a multi-channel approach to retargeting, integrating with HubSpot for seamless integration with your marketing activities. It allows for easy segmentation of visitors based on various user-behavior rules. ### Realize Realize is a dedicated platform for managing and running performance advertising campaigns, powered by over 17 years of proprietary data. It uses a pixel that tracks website visitors for retargeting campaigns within the Realize platform, and it can be deployed for Meta, Google, and beyond. ## Key Takeaways Retargeting is reaching audiences who have already shown either interest in a particular product or even intent to buy; it can also refer to reaching people who have previously made a purchase (or taken another desired action) and may be compelled to do so again. “Retargeting is a way to show your adverts to people who have shown interest in your business in the past, but haven't taken the next step,” says Iqbal Ahmad, founder and CEO of the Britannia School of Academics. “You need to monitor user behaviour closely and adjust the campaigns accordingly. Ensure you understand your audience’s mindset and design content and campaigns that address their concerns. Using discounts and offers works wonders for my business, and I believe it will work for everyone if done correctly.” “Retargeting is a very thoughtful form of digital marketing meant to reach out to users that already interacted with a brand but haven’t ever converted,” adds Mike Szczesny, owner and vice president of EDCO Awards & Specialties. “Businesses can serve specific advertisements to these users while they navigate browsing pages thanks to cookies or tracking pixel advertising systems. Hence, brand recall is kept alive to stimulate return interactions. This effort is effective as it concentrates on known interested users and their chances of converting are significantly higher than new users.” “Retargeting isn’t about bombarding someone until they click,” concludes Mary Sahagun, founder and PR strategist at TargetLink. “It’s about sequencing a conversation they already started. You’re not reminding them that you exist, you’re reminding them why you matter. The most effective retargeting isn’t repetitive — it’s progressive. Each touchpoint should deepen context, answer unspoken objections, or move the user closer to trust.” ## Frequently Asked Questions (FAQs) ### What is cross-device retargeting? Cross-device retargeting is a digital marketing strategy that allows advertisers to target the same user across multiple devices, such as phones, tablets, and desktops, with consistent messaging and offers. It leverages cross-device tracking to identify a user's online activity across different devices and serves relevant ads to them based on their behavior. ### How is AI being used in retargeting? AI is revolutionizing retargeting by enabling more precise audience segmentation, personalized ad delivery, and continuous optimization. AI algorithms analyze user behavior, browsing history, and other data points to create detailed customer profiles, identify patterns, and predict future actions. This allows for the delivery of targeted ads that are more likely to resonate with individual users and drive conversions. ### What are the implications of privacy changes for retargeting in 2025? Privacy changes, particularly the decline of third-party cookies and the rise of privacy-focused technologies, significantly impact retargeting, leading to reduced effectiveness and a need for new strategies. Advertisers face challenges in tracking users across the web and showing personalized ads, forcing them to adapt to new approaches like contextual advertising and first-party data. ### Cookies vs pixels: What are the key differences? Cookies and pixels are both used in tracking people’s activity on a site, but they serve different purposes. Cookies are small text files stored on a user's browser, while pixels are small, invisible images used to track user activity on a website. Cookies store information about a user's browsing history and preferences, while pixels are primarily used for tracking and analysis. --- ### Touchpoints: Optimizing Each Lead Interaction URL: https://www.taboola.com/marketing-hub/touchpoint/ Last Modified: 2025-07-15 09:58:59 Every touchpoint with your potential customers matters, as each makes up part of their journey. These interactions with the company — whether in person, through direct messaging, on social media, or other ways — are essential for leads learning more about your brand, and moving further through the marketing funnel. But, touchpoints don’t happen on their own — they’re part of an intentional marketing strategy. ## What Are Marketing Touchpoints? Marketing touchpoints are interactions with potential customers, from the first time they visit the website and download a free resource, through calling them to answer questions before a final sale. “The most important touchpoint is their first, wherever that comes in,” says Justin Barlow, marketing director at Nigel Wright Group. “This is because how we treat that lead will influence the potential customer’s positive, indifferent, or negative perception of us.” He adds that other key touchpoints are especially noteworthy when the customer takes action to engage with them. “That may be by providing their contact details when they download our content, or sending us an email, or completing a survey, or anything that wasn’t in response to someone calling them to begin a conversation.” He adds that these can be digital or offline touchpoints, including: ### Digital Marketing Touchpoints - How a customer interacts with your product online. - Can occur at any point during the purchase process. ### Offline Marketing Touchpoints - Occur outside of the digital space. - Includes in-person events, trade shows, radio or television advertising, newspaper advertising. ## Different Types of Marketing Touchpoints Just as each of your leads have specific and unique needs, they will interact with your company in their own individual way, too. This means that diversifying your marketing touchpoints to include multiple of the following types is important: ### Website If someone needs something, often they still just “Google it.” That’s where your website comes in as a first essential touchpoint. “Website interactions tell you what people are interested in and how ready they are,” says Colleen Barry, head of marketing at Ketch. “If someone is looking at product features or pricing, that’s a big buying signal. If they’re just reading blogs, they might be early-stage. We track what pages are viewed, time on site, and what CTAs are clicked to score their interest level.” ### Email “Emails are like quiet reminders that you exist and are ready to help,” Barry says. “They can guide leads through the journey without being too pushy. We use emails to educate first, which includes sending useful guides or industry news, and then offer demos or trials once people are warmed up.” Dan Salganik, managing partner and CEO of VisualFizz, calls email “an incredibly powerful touchpoint.” He says it allows for direct and personalized communication at all stages of the journey. Those touchpoints through email might be to introduce the company, nurture leads with valuable content, share relevant updates, offer target promotions, or provide ongoing support, he shares. “For many of our B2B clients, email remains a fundamental tool for building relationships and driving conversions.” ### Online Advertising Barry calls ads a “first handshake.” “They introduce people to your brand, but they have to feel connected to the next step. If someone clicks an ad about ‘how to prepare for new privacy laws,’ and then lands on a random homepage, you lose trust,” she says. “The ad and the landing experience must fit together like puzzle pieces.” Your ads should also be seriously attention grabbing, and should guide leads to their next step in the journey, whether that’s a landing page, website, or other spot, Salganik says. “The effectiveness really hinges on relevant targeting and a clear message.” ## Additional Examples of Marketing Touchpoints If you want to go a bit beyond the basics with touchpoints, diversify your marketing strategy by integrating multiple of these options: - Blog posts: Highly researched blog posts, including subject matter experts and up to date resources, can earn trust and help position you as a thought leader and reputable provider in your industry. - Social media: People are scrolling through their feeds — are you there? Chip away at building a following by posting helpful content on Instagram, X, Meta, and other places your audience hangs out. - Referrals: Sometimes happy fans of your business will just provide these, and sometimes you have to ask — don’t be shy! Some of the best business comes from referrals. - Events: Not everything can be virtual. Plan an in-person event to get people out and experiencing your brand, then talking about it. - Email campaigns: These are ideal for increasing the number of touchpoints a future customer experiences, and solving problems where there are gaps in the journey. ## Marketing Touchpoints and the Customer Journey ### Key Touchpoints in a Customer Journey “Key touchpoints are all the moments a customer interacts with your brand, ads they see, emails they get, your website, webinars, live chat, even reviews they read online,” says Barry. “Every small interaction either builds trust or pushes them away. For us, the first download (like a checklist) is huge, and so is the first time they attend a webinar or open a pricing page.” Some touchpoints matter more than others, and therefore should have more time, money, and resources dedicated to them. Salganik says that for a smaller business, a “compelling social media presence might be a critical early touchpoint.” On the other hand, for a larger enterprise client, he suggests that a crucial touch point would be a “well-received presentation from our team.” ### How to Explore the Practical Application of Mapping Mapping the customer journey involves visualizing, ideating, and formalizing the touchpoints involved in how the lead moves from initial touchpoints through conversion, and ultimately to brand loyalty, referrals, and long-term engagement. This is often done through research on how your audience currently moves through your funnel, then ideating with your team to turn that data into next steps. “We start by sketching out a simple flow, from first contact, like an ad or a blog, to becoming a paying customer,” says Barry. “We map what they see, where they click, what emails they get, and when sales should step in. We also use journey analytics tools in HubSpot to see the actual paths people take. Sometimes they’re very different from what we expect.” Salganik adds that this is where you get into the nitty-gritty of the customer journey. “We often facilitate workshops with our clients where we literally map out every conceivable step a customer might take,” he says. “For a mid-sized growth company, this could mean diving deep into their website analytics to see where users are engaging and where they're dropping off. We might also survey their existing customers to understand their initial discovery process.” He shares that the “real application" comes when they then overlay their current marketing efforts onto this map. “It helps us identify gaps, areas of strength, and opportunities to better align our messaging and activities with the customer's needs at each specific stage.” ### Identify the Measurable Touchpoints Measurable touchpoints are those that a tech tool or your team can evaluate and analyze through data and analytics reports, audits, and other processes. Barlow says to first identify the touchpoints you want to measure. “These are ones that we believe we should be influencing and focusing on to generate more responses. There’s no point analysing touchpoints if they’re not important enough — from an actionable, client-winning perspective — for us to drive activity toward,” he says. From there, Barlow says to ensure all contacts and leads from those touchpoints are actually making it to the marketing team’s tools. “They cannot be left with our salesforce because we won’t be made aware of them all, so our measurement will be wrong. So, we record the lead and its source to enable us to accurately track and understand the volume, fees generated, and ROI,” he says. “Our best converting leads are from SEO, where under one in 10 become a new client within three months. Our slowest converting touchpoints, such as downloaded web content, can take many months and require hundreds of different companies downloading them before any are converted.” ## How to Measure the Impact of Your Marketing Touchpoints ### Get Specific About Your Goals Are you trying to increase your leads within a specific segment of your audience? Are you trying to identify areas of drop-offs in the conversion process before and after your final touchpoint? Your specific goals will help you identify which measurements you need to gather data around. Once you have your goals in place, you can start to ensure that your marketing team is able to answer data questions around those goals. “By doing this, we can analyse their progress every month and calculate resulting fees from new clients won. This enables us to understand the different values at each stage in the leads funnel,” Barlow says. ### Determine Which Metrics Best Reflect Those Goals Once you know what you want to measure, you need to implement tools and experts to gather that data. Metrics might include bounce rates, impressions, clicks, time on your web page or landing page, scroll depth, email open rates, click to conversion rates, form opens/completions/abandonment rates, rate sheet downloads, and signups for newsletters, offers, and other items. Other touchpoint metrics further down the funnel include cart abandonment rates and checkout abandonment rates. Finally, after they’ve converted, there are additional metrics to consider if your goal is to improve customer satisfaction, brand loyalty, and referral rates from satisfied customers. ### Consider Single-Touch Versus Multi-Touch Attribution Models Should every touch get credit for the final conversion? That’s the question at the heart of the single versus multi-touch attribution model discussion. “A crucial best practice is really understanding attribution — which touchpoints are truly driving those conversions. It's not always straightforward, and we often explore different attribution models to get a clearer picture,” Salganik says. Multi-touch attribution models divide “credit” for a conversion amongst each of the touchpoints in the funnel, which is something to note as you consider metrics and make decisions from them. There are pros and cons to using those models, depending on your goals. “We always look at multi-touch attribution, not just ‘last touch,’ because the first helpful guide someone downloaded is just as important as the last demo they booked,” Barry says. ## How to Optimize Touchpoints to Improve User Experience ### Personalize Your Touchpoints “Make every touchpoint feel personal and valuable. We constantly ask: ‘Is this helpful, or is it just noise?’” Barry says. You can personalize through adding names, segmenting your audience to have various touchpoints speak to specific industries or roles, and other strategies. ### Don’t Make Them Wait — They’ll Go Elsewhere “We also optimize speed, fast-loading pages, quick replies to chats, and clear emails. And we always test,” Salganik adds. “For example, just by shortening our webinar registration form, we doubled signups,” Barry says. “For a smaller client, ensure their website is lightning-fast and easy to navigate on any device.” ### Use A/B Testing You aren’t supposed to just guess which touchpoint will work better — instead, try them both. “The key is to remove friction points and make every interaction as valuable and seamless as possible. We often encourage A/B testing and actively seeking customer feedback to continually refine these experiences,” Salganik says. This is why it’s important to choose an ad platform that offers A/B testing powered by AI, which can test constantly and help you optimize on the go. ### Add Actual Value Are you just blasting out ads without any real purpose or greater value for the customer? Flip the script by putting yourself in their place and thinking through what you would want to see. “To me, optimizing touchpoints for a better user experience is about empathy. It's about putting ourselves in the customer's shoes at each interaction,” Salganik says. ### Prioritize the Big Picture Sometimes you need to zoom out from specific touchpoint data to look at the larger picture. “You can over-email your database to generate increased responses in the short term, but this could be harming the user experience, resulting in increased requests to unsubscribe from your database,” Barlow says. “So, marketing teams should keep an eye on wider unintended consequences resulting from their activities.” ### Ask It Again — What Do Your Customers Want? “In general, look at ways people want to engage with businesses and consider how you can provide these touchpoints and make the experience seamless,” Barlow says. “So, for example, do all your “contact us” pages on a website provide a range of ways you can be contacted — by phone, email, form, LiveChat, etc.? And is this within working hours, or have you tested demand outside working hours that may or may not justify investment to extend your service?” ## Best Practices to Manage Marketing Touchpoints ### Lead to Action “You have to tie each touchpoint to a real action. Did they book a demo after the webinar? Did they open five emails, but never click anything? We track micro-conversions like guide downloads or event registrations,” Barry says. ### Keep Tabs on Your Data Your marketing team should know how each of your touchpoints is performing at any given time, but that shouldn’t be the only thing they consider. Instead, balance group brainstorming, expert advice, and metrics to achieve your goals. If you aren’t sure how to find specific types of data, bring in an expert marketing consultant, a service, or a technology tool that can dig out that data and get it in front of your team. ### Don’t Be Afraid to Try New Things A/B testing, catchy advertisements, and other out-of-the-box strategies have their place. You don’t know what types of touchpoints will work with your audience unless you try, so consider playing it safe in some respects with predictability and reliability, while branching out to explore one new idea at a time for specific touchpoints you want to improve. ## Key Takeaways Touchpoints are interactions between your company and your leads across all platforms and outreach on either side. Together, touchpoints represent a customer’s journey through the marketing funnel. Through goal setting, data gathering, concept testing, and expert input, you can improve the efficacy of your touchpoints for more conversions and more loyal lifetime customers. ## Frequently Asked Questions (FAQs) ### What role do emails play as marketing touchpoints? Emails are essential to understanding and gauging interest through open rates, subscribe rates, unsubscribe rates, and other metrics. Targeted email campaigns can be an essential part of personalizing touchpoints for leads, and ultimately better understanding the customer journey through the funnel. ### How do online advertisements act as marketing touchpoints? Online ads build awareness, help leads through the consideration and decision/action phases, and can ultimately be the reason a lead converts. Examples include display ads, Instagram ads, video commercials, native content advertisements, and others. ### How do website interactions serve as marketing touchpoints? Website interactions might seem small or insignificant, but they are far from it. In fact, website interactions — including chatbot discussions, contact form messages, downloads, and email list subscriptions — matter. Each serves as a marketing touchpoint showing that an interested lead is ready for the next steps. --- ### Push Notifications: The Small But Mighty Messages That Matter URL: https://www.taboola.com/marketing-hub/push-notifications/ Last Modified: 2026-06-22 08:32:56 With the growing amount of apps, websites, and online services we use daily, staying informed without being overwhelmed is a challenge that can quickly become disorienting. Push notifications offer a direct and efficient way to get timely updates, without needing to constantly keep an eye on everything. These short and simple messages often have a well-planned strategy behind them. As a marketer, that can make them a challenge to craft. Sure, they’re short, but there’s an interactive component you don’t otherwise have when writing for a TV spot or print ad. Even a banner ad, which is still asking for the user’s click, it’s not as personal as a push. These notifications get you right in front of a user’s eyes, on their device, so they’ve got to be quick, concise, and informative. This article will take a look at the whole process of push notifications, from understanding their fundamental purpose and inner workings, to mastering their setup, implementation, and optimization for a better, more targeted user experience. ## What Are Push Notifications? Starting with the basics: Push notifications are a way for applications and websites to send users updates, alerts, or reminders in real time. Instead of people needing to always check for new information, with push notifications, the information finds them. These notifications aren’t limited to any one type of app or service, either. Push notifications can cover a wide range, from a breaking news alert, food delivery status, an appointment reminder, or a direct deposit confirmation. They’re quick and practical, designed to be immediate and attention-grabbing, with the goal of ensuring people don't miss the important updates that matter to them. ## How Do Push Notifications Work? The process behind push notifications involves several key aspects and moving parts. It all starts with the marketers behind an application or website who want to send the notification. They craft the message and prepare it to send out. The mode of delivery is typically a Push Notification Service (PNS) specific to your operating system (like Apple's APNs for iOS or Google's FCM for Android) or web browser. When you install that app, or the website you’re visiting asks for permission, your device registers with that relevant PNS. The application or website then sends the notification data to the PNS, which in turn routes it to your specific device. Finally, your device receives the notification and displays it to you, often with a sound or vibration (or recognizable haptic). ## Different Types of Push Notifications Push notifications are a simplified, streamlined, and stripped way down to receive important information on a device without opening up the app or site. They appear in various forms in order to meet different needs. Here are the ones you’ll most often see: ### Alert Notifications These are by far the most common type, delivering immediate information like news headlines, social media updates, or direct messages, and usually appear as banners or pop-ups on your screen. ### Badge Notifications Badge notifications are small icons in bubbles that appear on your main screen’s app icons. They indicate the number of unread messages or pending actions within the app they’re on. ### Sound Notifications Sound notifications accompany visual notifications with a specific sound to capture your attention and get you to take action. Much like the haptics, these can be useful to let users know which application is notifying them, without having to look at their device. ### Rich Media Notifications Going beyond simple text, rich media notifications can include images, videos, or interactive buttons, providing more context and allowing for quick clicks directly from the notification itself. ### Location-Based Notifications These are triggered by your device's location, and offer up relevant information or reminders when you’re in a specific geographic area, like a nearby attraction or travel tips. ## Benefits of Push Notifications ### Staying Informed This is the area where push notifications truly shine. They’re one of the best ways to provide timely updates on important events, news, or information you want your users to know. ### Increased Engagement Apps and websites can re-engage users who haven’t signed in for a while by reminding them of new content, features, or unfinished tasks through push notifications. ### Personalized Experiences Push notifications can easily be tailored to a user’s preferences and behavior, delivering relevant and useful information that they want to see, not just filling their alerts with generic junk. ### Improved Efficiency Before push notifications became commonplace, the need to constantly check a device for updates was annoying and tedious. These notifications save users time and effort, offering up a few short sentences with everything they need. ## How to Set Up Push Notifications Setting up push notifications can vary slightly, depending on whether someone is using a mobile device or a desktop browser, and what the app’s settings offer, but it’s generally a similar process: ### Mobile When users install a new app, one of the first things it’ll ask is for permission to send them notifications. They can usually choose to allow or deny, and also manage those preferences later in their device's settings menu if they become too frequent or invasive. Users can also customize which apps can send them notifications, as well as the style of those notifications, like banners, sounds, and badges. ### Desktop When users visit a website that supports push notifications, the browser will usually ask for their permission to send them updates, and they can grant or deny that request. If they want to go back later and manage that website’s push notifications, they can find the settings within the browser's preferences, often under "Privacy and Security" or "Notifications." This is where they can see a list of websites that have asked for permission, and manage what they’re allowed to send them. ## Push Notification Strategy Tips With push notifications, you’ve only got a small window and few words to get your message across. To make the most of them, consider these strategies: ### Personalization Generic notifications are less likely to be effective, so customize yours to individual user preferences and typical behaviors, making the user feel seen and cared about. ### Segmentation Much like personalization, but on a larger scale, group your users based on their interests, demographics, or past actions. By doing this, you can send more relevant notifications to specific audience segments. ### Timeliness The right timing is a big part of push notifications. Send them out at the moment when users are most likely to engage with them, and don’t forget to consider time zones and user activity patterns, too. ### Value Proposition Make sure your notifications provide genuine value to the user and not just useless attempts to keep their attention. That may work in the short term, but vital updates, exclusive offers, or helpful reminders are information people generally welcome if they want your services. ## Push Notifications: Best Practices ### Obtain Clear Consent Always ask for explicit permission before sending push notifications, and clearly explain the type of notifications users can expect. Skipping that step can be seen as invasive and untrustworthy, and create a negative association with your brand and product. ### Don't Overdo It Be mindful of frequency and avoid sending too many notifications, as this can lead to user fatigue and opt-outs. ### Make Them Actionable When possible, include clear calls to action within your notifications. If not, you may get a user who wants to take that next step, but isn’t sure how, and gives up soon afterwards. ### Test and Iterate Don’t be afraid to experiment with different types of notifications, messaging, and timing to see what resonates best with your audience. ## How to Measure Push Notification Performance Tracking core metrics is crucial for understanding the effectiveness of your push notification strategy, but to truly grasp the impact they’re having, it's best to go beyond the basics. Realize, for example, offers in-depth features like comprehensive analytics dashboards, which can provide you with deeper insights into metrics like user engagement and conversion paths that were initiated by your notifications. Taboola Push takes it a step further, allowing you to send notifications to both browsers and mobile devices, at the frequency you choose, to grow your audience and gain their trust. This multi-pronged plan helps you develop and refine your approach for better results. Here are some key performance indicators (KPIs) to track over time to gauge the effectiveness of your push notifications: ### Open Rate Open rate is one of the most important metrics to see how your notifications are performing. This shows you the percentage of users who open or interact with your push notifications, and is key to evolving your approach to what’s working and what isn’t. ### Click-through Rate (CTR) CTR tracks the percentage of users who click on a link or call to action (CTA) within your notification. ### Conversion Rate A conversion rate indicates how many users completed a desired action after receiving a push notification. This could be anything from making a purchase to signing up for a service, or whatever your end goal is. ### Opt-Out Rate Just like keeping track of how many people click through and take action, the opposite is true, too. Opt-out rate monitors the number of users who unsubscribe from your push notifications, and is equally important for identifying the potential issues within your strategy (and working to fix them). ## How to Optimize Push Notifications When you have accurate and complete performance data to guide your efforts, you can increase the efficiency of your push notifications for better results. Here are just a few ways: ### A/B Testing This lets you experiment with different content, timing, and calls to action to see which variations perform best. This method takes a lot of the pressure off choosing just one final option, too, as if it were a billboard or something more permanent. ### Refine Segmentation Don’t just send your ad out into the world and hope for the best: Continuously analyze your user data to create more targeted and effective audience segments, and keep on refining based on what you learn. ### Improve Personalization Users might be more likely to click if they know the notification was tailored to them. Use the insights you’ve learned from the data about your users’ behavior and preferences to deliver more relevant and engaging content that makes them want to click through. ### Analyze Delivery Times Even the most meticulously crafted messages can flop if the timing isn’t right, so the time you send out your push notifications is a major piece of the puzzle. When you take a good look at your users’ activity patterns and engagement metrics, you can better determine the most effective times for grabbing their attention. ## Key Takeaways Push notifications are a small but powerful tool in your marketing arsenal. They’re excellent for delivering timely information and engaging with users, and by gaining a more nuanced understanding of how they work, the different types, and best practices for implementation, you can keep on perfecting them. ## Frequently Asked Questions (FAQs) ### How can I ensure my push notifications are personalized and engaging? It all comes down to data. Start by taking the data you have about your users, like their names, past interactions, and stated preferences. This information is a goldmine when it comes to customizing the content of your messages, and shows users that you’ve taken the time to create the best experience possible. Next, instead of generic blasts, go for notifications that feel directly relevant to the person receiving them. Craft your notifications with compelling content, incorporating rich media like images or GIFs that can capture attention more effectively than plain text alone. Keep them short: Remember that messages should be concise and benefit-driven, clearly communicate value to the user, and always include a strong CTA that prompts a specific action. Finally, don’t settle: Always be analyzing the performance of your notifications, and evolve it based on what’s working best with your audience. ### What are the best practices for obtaining user consent for push notifications? Your first instinct might be to get the consent page in front of users’ faces as soon as they visit your site or download the app. But, take a step back for a minute, and know that it’s entirely possible to get users on board with push notifications in a way that's both respectful and doesn’t disrupt their privacy. Not only that, but it’ll boost your brand’s reputation with them if you’re transparent and up-front with everything. The opt-in process should be straightforward, with soft prompts that blend in naturally, rather than intrusive pop-ups. Be sure to clearly explain the perks of opting in, letting users know what kind of notifications they’ll be getting. Think about how these alerts will improve their experience and lives, like timely updates, exclusive deals, and personalized content. Once they sign up, it's also important to provide users with quick access to manage their notification settings when they want to change them, including options to completely opt out or adjust the types and frequency of the notifications they’re getting. ### How can I avoid push-notification fatigue and keep users engaged? Push-notification fatigue is really common due to the number of apps people use, but also probably the easiest to avoid in the first place. Don’t just bombard users with notifications, and remember that less is more. Really get to know your audience by segmenting them, so your notifications hit home with what they care about, rather than clogging up their notifications with junk, focusing on fewer but more impactful alerts. Let users tweak their notification settings, too, so they can choose what they want to see and when. Make sure every notification is going to be worth their time, whether it's sharing important updates, giving them special perks, or encouraging them to interact. Once you send those messages out into the world, keep a close eye on how your notifications are performing to see what works best, always aiming for quality over quantity. ### What are some effective strategies for segmenting my push-notification audience? Luckily, there’s lots of options for this one. You can segment users based on data like demographics, behavior (such as app usage and purchase history), interests, and what content they engage with. Think about lifecycle segmentation, too, like sending onboarding messages to new users and special deals to your most loyal customers. All this helps you make your push notifications even more targeted, boosting engagement and lowering the chances of users opting out. ### How can push notifications be used to improve customer support and satisfaction? When you picture push notifications, the first thing that pops up in your mind might be messages and alerts, but don’t overlook the power that they have as a tool for boosting customer support and satisfaction, too. These are ideal for providing timely and proactive assistance, and if you’ve ever been eagerly waiting for a package or needed assistance with something immediately, you know how helpful they can be. Push notifications are an ultra-convenient way to keep your users updated on their support requests. Instead of them having to refresh their screens or wait on hold, you can send a quick update straight to their phone or device. It’s also a smart way to stay ahead of any potential issues, and can reduce the strain on your customer service reps, too. For example, if there’s a service interruption or a recurring problem, a fast and friendly notification with a heads-up or a useful FAQ can avoid a lot of frustration, both for the user and for you. Notifications can also check in on specific questions they’ve asked or provide personalized solutions just for them. It’s definitely more efficient, but goes beyond that — it shows users that you’re attentive, you care about their experience, and in the end, makes them want to use your services more. --- ### YMYL (Your Money Your Life): What It Is, Why It Matters URL: https://www.taboola.com/marketing-hub/ymyl/ Last Modified: 2026-03-10 11:50:07 Not all content is created equal — at least in the eyes of Google. When it comes to a searcher’s health or financial well-being, Google’s algorithms take things seriously. In the interest of consumer safety, the top search engine puts certain content in a category called “Your Money or Your Life,” abbreviated as YMYL. Whether you’re a content creator, marketing professional, or business owner, understanding YMYL isn’t just important — it’s essential. This guide will help you understand what YMYL is, why it matters, and how you can make it a part of your content creation strategy. ## What Is YMYL? Your Money or Your Life (YMYL) is a content guideline that Google uses to protect its users. Google defines it as content that could significantly impact the health, financial stability, or safety of individual users, or the well-being of society as a whole. Since the nature of this content has potential to create harm, Google puts safeguards in place that prioritize expertise and trustworthiness. “The internet is an incredible source for learning and exploring, but since anyone can publish anything, not everything you find is accurate, helpful, or even true,” says Kelley Muhsemann, marketing manager at R.W. Rogé & Company, Inc. “If content has the potential to impact someone’s finances, health, safety, or general well-being, Google wants to ensure it’s accurate, trustworthy, and created by experts. The goal is to protect the reader and ensure they’re getting reliable, helpful information.” ## What Does YMYL Mean in SEO? Search engine optimization (SEO) is all about creating content that ranks. For SEO purposes, YMYL means meeting Google’s stricter standards in order to rank well. If your content falls into one of these subject matter areas, you’ll need to demonstrate trustworthiness, credibility, and relevance. “YMYL is about trust, plain and simple,” says Paul DeMott, chief technology officer of Helium SEO. “Trust takes more than SEO tricks: It takes real credentials, real transparency, and regular upkeep. You cannot treat it like any other content category.” ## Why Is YMYL Important for Google? YMYL is central to Google’s mission, which is “to organize the world's information and make it universally accessible and useful.” Google knows the repercussions that can come from misinformation in certain areas, and for that reason, the algorithms are trained on rigorous standards for those same areas. “Google is essentially trying to keep the user safe from seeing any content that can mislead or harm users,” says Liam Quirk, founder of Quirky Digital. “For example, let’s say you’re a company providing this type of information and are potentially misleading or harming your readers. You’re then going to be damaging your trust and reputation as a business, ultimately leading to no one trusting your business for serious advice and your rankings dropping.” ## How Does Google Treat YMYL Content Differently? Google uses a combination of algorithms and human reviewers to ensure YMYL content meets its standards. Content is evaluated for factors like: - The author’s credentials. - Transparency about the site’s purpose. - User trust signals like reviews. - Factual accuracy. Poor-quality YMYL content can not only fail to earn top rankings, it may even be penalized or de-indexed. ## In 2025, What Are the Latest Google Updates Related to YMYL? Over the past couple of years, Google has leaned heavily into a framework known as E-E-A-T. Sites that demonstrate a high level of one or more of these qualities will rank higher. E-E-A-T stands for: - Experience. - Expertise. - Authoritativeness. - Trustworthiness. In 2025, Google has placed even greater emphasis on these factors. Content authored by those with lived experience or by verified experts takes priority when Google chooses which sites rank. ## What Industries/Categories/Topics Are Considered YMYL? ### Health and Medical Information One of the biggest areas impacted by YMYL is health content. Google expects to see expertise when a site is recommending remedies and describing diseases. This applies to both physical and mental health, and as Eunice Arauz, founder of Pets Avenue, learned, human health isn’t the only area impacted. “We lost traffic and engagement on one of our most trafficked pages after Google's update in March,” Arauz says. “This page recommended natural remedies but did not include sources or help from an expert. The content was technically accurate, but that didn’t mean it was worthy health-related guidance for Google to share.” Pets Avenue added their veterinary consultant’s name, and within two months, impressions improved by 42% and click-throughs had nearly returned to previous levels. ### Financial Advice Whether it’s tax deductions or credit card interest rates, financial content always falls under YMYL. Google sees misleading financial content as harmful and looks for signals that content is factual, trustworthy, and backed by experience. ### Legal and Government Information Legal topics always see plenty of search activity. Law firms need to be aware of YMYL, as do site owners with content related to topics like civil rights and estate planning. ### Safety and Emergency Preparedness Content relating to natural disasters and crime prevention needs to meet YMYL guidelines to rank well. The same goes for content relating to online safety. ### News and Current Events Misinformation runs rampant online, and for that reason, Google does consider some news-related content YMYL. Not all news content is YMYL, though. More lighthearted news items like entertainment won’t have to meet these stricter guidelines. ## E-E-A-T and YMYL Content As mentioned above, E-E-A-T has become more important than ever in Google’s ranking factors. Let’s go a little deeper, though: - Experience means that the author of the content has firsthand familiarity with the topic being discussed. - Expertise refers to an author’s experience, education, or formal qualifications. - Authoritativeness describes how the brand is seen by those who view the content. - Trustworthiness requires that a site offer transparency and accuracy. The more factors your content has, the better your chance of ranking well within YMYL categories. ## YMYL and SEO If your content falls within Google’s YMYL parameters, standard SEO strategies won’t cut it. Here’s what you should consider: ### Considerations in Terms of SEO Strategy Keywords aren’t completely out of the equation, but a few things are more important. Fresh, authoritative content is more valuable in 2025 than the number of times you’ve used a specific phrase. One of the best things you can do to improve your chances of ranking is to prioritize credibility. Consider how the typical site visitor would view your content: Does it come across as authoritative and trustworthy? This will help you maximize your efforts. ### What Factors Are Critical? Here are a few of the most important factors in ranking for YMYL: - Ensure your content has bylines featuring clear experts in the field. - Include citations to authoritative sources. - Ensure your site uses the secure protocol (HTTPS). - Maintain clear and up-to-date About and Contact pages. - Collect genuine user reviews and feedback. ### How to Improve Rankings If your content is struggling, here are some things you can do to give your site a boost: - Build topic clusters around core YMYL themes. - Update content frequently, adding any new facts and/or data. - Use Schema.org to highlight credentials. - Leverage high-quality visual formats like carousels and videos to boost engagement. Fortunately, it’s easier than ever to create content that responds to modern ranking signals. Using tools like predictive targeting and social asset importers, you can make the most of every piece of content you create. ### Backlinks With YMYL, one thing hasn’t changed, and that’s the importance of backlinks. But, in 2025, Google pays close attention to the quality of backlinks. Links from respected sites in your genre (universities, medical facilities, and financial sites, for instance) carry more weight than mentions on lesser-known sites. ## Best Practices for Creating YMYL Content ### Build Trust Google prefers sites that are as transparent as possible, seeing them as trustworthy. Make sure every article you post includes: - Clear author bios. - Current contact information. - Verifiable facts. ### Emphasize User-Generated Content Nothing builds trust like statements from current and former customers. Your site should include testimonials and honest reviews, especially if you’re promoting products or services. Reviews serve as social proof, demonstrating that your site is trustworthy. ### Embrace Multimedia for Clarity Part of building user trust is ensuring people can easily comprehend the information they’re reading. For that reason, if you’re describing complex concepts on your website, it’s important to clarify them for visitors. This not only helps with ranking, it also improves the user experience. Creative formats like videos and charts can help clarify things, too. You can also use interactive tools to fully engage customers and drive your points home. ### Automate, but Don’t Cut Corners AI-powered tools have made it easier than ever to reach consumers. You can use these tools for everything from building ads to testing copy, saving time and gaining a competitive edge. However, it’s important to ensure you’re still meeting all YMYL requirements as you’re creating content. ## Risks of Inaccurate YMYL Content and Compliance ### Legal and Financial Liabilities If you’re posting erroneous content — unwittingly or not — you could find yourself on the wrong side of a lawsuit. Say someone reads a piece of unvetted financial advice on your site and acts on that advice. That person could later take any losses to the legal system, costing your business serious money. ### Loss of Organic Visibility Google can delist or penalize sites that it sees as misleading or dangerous. This may mean your site doesn’t show up on the first few pages of search results for related queries, or it could mean it doesn’t show up in search at all. With each year, Google’s algorithms seem to get better at sensing and taking action against misinformation. ### Reputation Damage If your site isn’t meeting Google’s requirements, chances are it isn’t up to par with the public. If your website visitors see your content as misleading or questionable, you may find they leave and don’t come back. ## Troubleshooting YMYL Ranking Issues ### Ranking Drop If your YMYL content suddenly plummets in rankings, start by looking at the following: - Is your content accurate, with trusted sources cited? - Is your content outdated or stale? - Does the bylined author of the content have credentials? - Does your site seem trustworthy, with updated About and Contact pages? - Are all backlinks to your site coming from respected sites in your industry? ### How to Recover From a YMYL-Related Ranking Decline Losing rank isn’t the end of the world: It might not seem like it, but you can come back. Go through each of your pages and optimize them for YMYL, including having experts either update or review articles so you can add a byline. Make sure you’ve cited any sources for facts that are included in your pieces. You can also get a hand from technology. Tools that predict audience intent and streamline asset repurposing can help you fill your site with YMYL-friendly content. ### How Often Does Google Update Its YMYL Guidelines? Google might require transparency from the sites it ranks, but that same transparency doesn’t apply to its search rankings. For that reason, there’s no publicly posted schedule for algorithm updates. Like other ranking factors, Google updates its YMYL guidelines when changes become necessary. Typically, updates are made in response to changes in trends, user behaviors, or issues that need to be addressed. ## Key Takeaways YMYL, which stands for Your Money or Your Life, is Google’s designation for content that impacts a user’s financial stability, physical and mental health, or safety. Search algorithms apply stricter standards to content that falls within its YMYL parameters, which include ensuring content demonstrates experience, expertise, authoritativeness, and trustworthiness. High-quality content and AI-powered tools can improve visibility when used to enhance, but not replace, human expertise. ## Frequently Asked Questions (FAQs) ### Is finance considered YMYL? Yes, financial topics are considered YMYL content to Google’s algorithms. Content relating to financial topics should be written or reviewed by qualified professionals. “Anything that affects a person’s future or well-being in a serious way usually falls under YMYL,” DeMott says. “That includes taxes, retirement planning, credit repair, mental health, medical advice, and even parenting in some cases. We have had to flag this with clients more than once. Just because something seems like just another blog post does not mean it is low risk.” ### Why did my YMYL website's rankings drop? Google is constantly tweaking its algorithms, so what ranks well today might be on Page 20 tomorrow. As Milda Darulienė, senior SEO specialist at Omnisend, explains, YMYL has to meet E-E-A-T standards to rank well and hold that ranking. “If a YMYL website’s rankings drop, the content probably lacks signals of trust and authority,” Darulienė says. “It might be outdated, missing sources, not reviewed by experts, or written by someone without the right background. Sometimes, the website itself may lack clear information about the business, such as About or Contact pages. Page design can also make it feel untrustworthy.” ### Why do YMYL pages face stricter quality checks? YMYL pages face stricter quality checks because the nature of the content is so sensitive. Inaccurate information in those subject matter areas could harm consumers’ health, safety, or finances. By working to protect its users, Google can build and maintain trust. “If someone follows bad advice from a lifestyle blog, maybe they waste a Sunday,” explains Sasha Berson, co-founder and chief growth officer at Grow Law Firm. “But if they follow bad advice from a YMYL site, they might lose their life savings or make a decision that messes up their health. So, Google brings the heat.” ### Should I hire experts to write YMYL content? Absolutely. Expert-penned content not only performs better in search, but it also helps build credibility with readers. You don’t have to hire full-time help to take your content to the next level: Freelancers and co-authors can take content creation off your hands. You could also consider paying an expert to review your content to share a byline. ### How often should I update my YMYL content? Stale content can kill visibility, so it’s important to regularly refresh any YMYL content you’ve produced. Experts seem to agree that you should update YMYL content twice a year at the very least. “This isn’t evergreen content you can set and forget,” says Ivan Vislavskiy, CEO and co-founder at Comrade Digital Marketing Agency. “If your law blog is quoting laws that changed last year, you're losing credibility with readers and with Google.” --- ### Ad Creative: What It Is, What Makes It Effective URL: https://www.taboola.com/marketing-hub/ad-creative/ Last Modified: 2026-03-24 08:30:19 In an increasingly saturated digital landscape, audience attention is harder to capture than ever. While media buying strategies and audience targeting are critical parts of any marketing plan, even the most precise placement can be for naught if paired with lackluster creative. In this guide, I’ll break down what ad creative is, its standard formats, and some best practices to ensure your campaign hits the mark. ## What is Ad Creative? Ad creative refers to the visual and textual elements used in advertising. Its primary goal is to communicate a message to your target audience and persuade viewers to take action, such as following a social page, subscribing to a newsletter, or making a purchase. It can even convey information to entice users to take action outside the digital space. A single unit of ad creative can include an array of elements, like headlines and copy, video, call-to-action buttons, or enticing, inspiring, or otherwise captivating images or photos. While being visually appealing is a hallmark of this marketing asset, strong creative doesn’t just look good — it aligns with your audience’s intent, causing them to pause and act. In short, successful ads disrupt our scrolling habits by raising brand awareness. ## What Are the Different Types of Ad Creative? ### Static Images Static images include display banners or social ads with a single image, headline, and supporting text. They’re simple and quick to produce, making them ideal for quick-turnaround efforts or testing messaging. ### Video Ads Video is one of the most engaging formats available today: Some studies indicate that videos can increase conversions by as much as 80%. Videos allow brands to tell a more robust story and are particularly effective for top- and middle-funnel campaigns. Some ad creative platforms take this a step further by offering in-feed, native video placements that mimic editorial content. ### Interactive Ads Interactive creative includes elements like polls, sliders, or quizzes. These can significantly boost the time users spend with your ad and improve engagement metrics. ### Display Ads Display ads use eye-catching graphics and multimedia elements to grab the user's attention including images, animations, videos, and often combine these with text and a call to action, leading the users to specific landing pages. They appear in designated ad spaces on websites, mobile apps, and social media feeds. ### Native Ads Native ads blend seamlessly with the content surrounding them. They don’t disrupt the user experience and often outperform traditional ads. ### Carousel Ads Common on social platforms or websites, carousel ads allow you to showcase multiple products, features, or benefits in a swipeable format. They can also be used to tell a story or otherwise engage with users over a series of slides. ## How Do Marketers Use Ad Creative? ### Increasing Brand Awareness In a saturated market, brands must fight to stand apart from others in their vertical, and ad creative is frequently their first opportunity to do that. Strong visuals and copy work together to communicate your brand’s voice, mission, and why users should care. The relationship between ad creative and brand awareness is particularly important when potential customers are at the top and middle of the funnel. ### Cultivating Funnel-Specific Content Ad creative can also be a valuable tool for moving potential customers further into the funnel. For example, creative designed to raise brand awareness on social media can welcome customers to the top of the funnel, and once there, retargeting campaigns leveraging tweaked ad creative can help usher customers further along, eventually providing them with the information, trust, and sense of urgency to purchase or otherwise complete a conversion activity. ### Increasing Engagement Well designed ad creative can hook a user, grabbing their attention as they scroll through social media, read a publication, or visit a landing page. Great ads push users towards completing a desired action, whether it’s clicking through to your website, following your page, signing up for an email, or making a purchase. ## What Are Some of the Biggest Challenges Marketers Face with Ad Creative? ### Ad Fatigue Ads can become less effective the more they're shown. When audiences are exposed to repetitive ads, they can tune them out and scroll past without a second thought. As such, stale ads can be ineffective and costly, even if they were high performers at launch. Tip: Set a cadence for rotating creative every 2–4 weeks. Use performance signals like declining click-through rate (CTR) or engagement to trigger refreshes. ### Testing Failures As your team designs creative, it’s easy for even the most experienced marketers and innovative individuals to overlook elements that may not resonate with the target audience. Without testing creative, your team may leave dollars on the table and audiences unengaged. Tip: Create a testing matrix that outlines variables (headline, image, call to action ) and tracks performance. A/B test everything — if you have access to an ad creative platform that utilizes AI for A/B testing, this will allow you to test continuously and optimize in real time. ### Inconsistencies Across Channels Ad campaigns should be unified, telling the story of your brand across multiple channels. However, maintaining visual and messaging consistency across channels can be more challenging than it sounds. Tip: Develop a creative style guide for your brand and use platform-specific checklists to ensure each version meets channel requirements without losing cohesion. Then, ensure that the creative is cohesive while also meeting the needs of the target audience. ## Ad Creative: Best Practices ### Ideation Every ad campaign should start with ideation, allowing you to establish your target audience and intended outcome. The best way to begin is by clearly understanding your audience, including pain points, desires, and behavior. Use insights from previous campaigns, competitor research, or keyword intent to brainstorm relevant concepts. ### Copywriting Copywriting is often undervalued, but it’s a key part of effective marketing campaigns. Ad creative should have clear and concise content that resonates with your audience and your intent. Efforts should focus not only on the primary message but also any CTAs. ### Design A good design is more than just aesthetically pleasing — it guides the eye, reinforces the message, and keeps the experience intuitive. That means every ad should be built using fundamental design best practices, emphasizing elements like contrast, hierarchy, accessibility, and clarity. Further, design needs will change from channel to channel. Always consider these changes when designing ad campaigns to ensure they are scalable and meet the standard of the intended channel. ### Funnel Stage Alignment and Goals Your creative should align with campaign objectives at each level of the funnel. Below is a look at the role ad creative plays in each level of the funnel: - Top-of-funnel creative should educate or entertain, serving as your audience’s introduction to the brand. - Middle-of-funnel creative should educate further while differentiating your brand, giving your audience the information they need while deciding on a purchase or other conversion. - Bottom-of-funnel creative should reduce friction, build trust, and encourage conversion. ## How to Test Ad Creative ### A/B Testing A/B testing involves running two versions of an ad with one variable changed — like the headline or image — while keeping everything else constant. This allows marketers to determine which specific element is driving performance. It’s a reliable, low-risk method for learning what resonates with audiences and what doesn’t. Tip: Run A/B tests on high-traffic placements first so you can gather statistically significant data faster and repeat them more confidently. ### Multivariate Testing Multivariate testing examines the performance of multiple variable combinations at once — like headline + image + CTA. This method gives deeper insight into how creative components interact, helping marketers build higher-performing combinations. Tip: Use this method when you have the budget and traffic volume to support it. Otherwise, it can take too long to reach reliable conclusions. ### Segmented Audience Testing Audiences don’t respond to creative in a monolithic way. A segmented testing approach breaks your audience into groups — by behavior, interest, or demographics — and tests creatives within each segment. Tip: Use platform data to build meaningful segments, then compare performance to identify which creative works best for each group. ## How To Optimize Ad Creative ### Rotate Ad Creative To combat ad fatigue and keep your campaigns performing, it’s essential to rotate creative regularly. When users see the same ad multiple times, they may begin to ignore it, which can drive down your engagement and click-through rates. Build a creative calendar that outlines rotation timelines, allowing for fresh visuals and messaging every few weeks. ### Make Data-Driven Tweaks Optimization doesn’t mean reinventing the wheel — it’s often about making smart tweaks based on real data. Pay close attention to performance metrics like scroll depth, bounce rate, and conversion rates. Analyze which parts of your creative are performing and double down on those elements. ### Personalize Creative Generic creative may drive awareness, but personalized creative drives action. Tailor messaging, visuals, and CTAs based on user behavior, geographic location, or browsing history. ### Create Cohesive Campaigns Your ad may be great, but if it leads to a mismatched landing page, conversions will suffer. Ensure your visual language, tone, and offer stay consistent from the ad to the landing page. This reduces friction and builds user trust. ## Ad Creative Terms to Know ### Click-Through Rate (CTR) The percentage of users who click on your ad after seeing it. High CTR usually indicates relevant and engaging creative. You can track CTR directly through your ad platform’s analytics dashboard, and use it as a quick barometer for how well your creative grabs attention. If CTR drops, it’s often a sign that your creative needs refreshing or better targeting. ### Frequency Capping Frequency capping is the practice of limiting how often a user sees the same ad to avoid fatigue. This setting helps prevent oversaturation, which can lead to declining engagement or even negative brand perception. Most ad platforms let you set frequency caps per user per day or week. Use performance trends to find your optimal cap threshold. ### Return on Ad Spend (ROAS) ROAS is a performance metric that shows how much revenue you earn for every dollar spent on advertising. A high ROAS indicates that your creative is not only attracting clicks but also driving conversions. Track ROAS alongside other funnel metrics to understand whether your creative drives qualified traffic. ### Dynamic Creative Optimization (DCO) DCO is a technology that automatically tailors ad creative based on audience data. You can monitor DCO performance by tracking segmented engagement metrics — like CTR by audience type or conversion rate by location — within your reporting tools. ## Key Takeaways Ad creative is a critical factor in campaign performance. Different formats work better for different objectives and funnel stages, and consistent testing, optimization, and personalization are essential to stay competitive. ## Frequently Asked Questions (FAQs) ### What does Adcreative.ai do? Adcreative.ai is a tool that uses artificial intelligence to quickly generate and test ad creative. It automates the creation of visual and copy assets based on your campaign goals, helping marketers save time and reduce creative bottlenecks. The platform also provides predictive insights to guide decisions before launching paid campaigns. It’s especially useful for scaling creative output without relying heavily on design teams. ### What are the components of ad creative? Ad creative includes several essential elements that work together to grab attention and encourage action. These typically include visuals like images or video, a headline that captures interest, supporting body copy, and a clear call to action (CTA). Some creative may also feature interactive components, such as buttons or sliders. Each element plays a distinct role: While the image stops the scroll, the headline builds intrigue, and the CTA drives clicks. Thoughtful composition and alignment with campaign goals are key. ### How do I make ad creative? Start with a clear goal and audience in mind. Choose visuals and messaging that align with the campaign objective and platform. Use tools to create variations, then test and refine performance by identifying your objective, audience, and platform. Then develop visuals and copy tailored to that context, and test variations. ### What tools exist for ad creatives? Platforms like Canva, Adobe Express, and Realize help streamline the process of designing, testing, and optimizing ad creative across formats. These tools enable marketers to move faster while maintaining creative quality. ### What ad creative should be used to increase app installs? To increase app installs, use native or video creative that demonstrates key features and benefits of your app. Highlight social proof, smooth functionality, and a simple CTA that directs users to download. Focus on mobile-first formats and keep the messaging short and compelling to drive clicks and conversions efficiently. ### How do I write creative that builds trust for BOFU leads? To build trust with BOFU (bottom-of-funnel) leads, focus on clear messaging, social proof, and low-risk offers. Highlight customer testimonials, satisfaction guarantees, security certifications, or free trials. Avoid hype or exaggeration and use straightforward, confident language that reinforces credibility. Your creative should assure the user they’re making a smart, safe decision with minimal risk or hassle. ### How can I improve my CTR with better creative? Focus on using attention-grabbing visuals, benefit-led headlines, and compelling CTAs. Align the creative with audience intent and test different formats regularly to find what resonates most. ### What are common reasons for ad creative fatigue? Ad creative fatigue occurs when audiences repeatedly see the same visuals and messaging, reducing engagement and lowering performance. Common causes include overexposure, stale design, and lack of variety across campaigns. When ads feel repetitive or irrelevant, users tune them out. To avoid this, marketers should regularly refresh creative assets, test new formats, and personalize content for different segments. Regular updates help maintain relevance and improve long-term campaign efficiency and ROI. --- ### 8 Travel Ads That Show How To Grab the Attention of Future Tourists URL: https://www.taboola.com/marketing-hub/travel-ads/ Last Modified: 2026-03-30 07:09:49 Travel and tourism advertising in 2025 uses a range of formats and channels to engage and nurture prospective tourists. Destination marketing these days includes influencers, AR or VR technology, social media, user-generated content, and more. Many typical performance marketing tactics can be successful in travel and tourism advertising, but personalization, great quality creative, and storytelling are especially important. When you’re working in destination marketing, consider ways to reach goals by using audience data wisely, understanding your target markets, telling great stories, building amazing visuals, and enticing your prospects with hidden deals, insider tips, and one-of-a-kind experiences. Plus, consider all the potential channels and formats to use to reach your desired targets. ## Which Tourism Ad Features Best Capture the Attention of Potential Customers? Modern travel and tourism ads have gotten more creative and interesting in showcasing destinations — both well-known and off the beaten path. Consider the following tips when you’re building these ad campaigns: ### Use Amazing Visuals You should always use the best possible visuals in creative ad campaigns. Nowhere will poor quality imagery stand out more than with travel and tourism audiences, so it’s worth putting your budget toward photography and videography of the destination you’re promoting. Recognizable landmarks or other sights can help anchor your campaign visually. ### Tell a Story Today’s travelers often have goals in their travel: Checking off a bucket-list item, volunteering locally, or exploring a particular food scene. When you’re marketing a destination, consider creating ads around various points of view or angles, and show real travelers to increase connection and relatability. This will also make personalization tactics easier. ### Create or Highlight Experiences Travelers today are interested in unique, less-well-known destinations or special experiences in popular locations. Make sure to match your audience segments with experiences, or create targeted copy or offers to show off experiences to prospects. These unique features might invoke emotion, spark daydreams, or align with values, such as sustainability. ## 8 Best Travel Ads to Get Inspired in 2025 (and Why) There are both classic and newer travel and tourism ads you can draw inspiration from. Take a look at a few below: ### 1. Stopover for Free With Icelandair Icelandair’s “Stopover Buddy” ad campaign caught lots of travelers’ attention in 2016, when they made it easy for travelers to add a few days in Iceland to their trips with no added cost. The airline saw a 31% increase in stopover bookings, and the word of mouth and social buzz was significant. As Iceland’s national airline, Icelandair is marketing its services, but also marketing travel to the entire country. Icelandair has continued its marketing strategy more recently with ads focused on authenticity and natural beauty. Its “Easy to Stop, Hard to Leave” video picked up the stopover story and showcases friendly Icelanders and an array of gorgeous scenery, too. https://www.youtube.com/watch?v=0DmHhCXVeYc&t=69s ### 2. Live There With Airbnb Airbnb, arguably the inventor of direct home and room rentals, grew organically and has created many memorable ad campaigns since its founding in 2007. Their “Live There” campaign brought a new angle to travel, showing users experiencing destinations immersively, rather than as tourists. With a rise in remote work, they targeted users who are able to extend visits to weeks, months, or more, living in an Airbnb like it’s home. They focused on authenticity, human connection, and showed off an interesting, diverse range of destinations. https://www.youtube.com/watch?v=ddRBr2It00k ### 3. Australia — Nothing Like It Tourism Australia launched its “There’s Nothing Like Australia” advertising campaign in 2010 to show off stunning visuals of its country, home to landscapes and wildlife found nowhere else on earth. The campaign built an online platform for Australians to share travel stories and photos, then added TV spots and more. After massive brushfires dominated global news about Australia 10 years later, the board revived the campaign. “There’s Still Nothing Like Australia” built on the branding of the first campaign and reminded visitors of rebuilding and the tourism opportunities that could help do good as part of that rebuilding effort. ### 4. What Happens in Vegas When Las Vegas leaned into its “What Happens Here, Stays Here” marketing slogan, they coined a term for the city that’s used in casual conversation to this day. Previously, the city had been trying to rebrand itself as a family-friendly destination, but with this campaign, marketers leaned into Vegas’ reputation as a place for grown-up fun beyond simply gambling. They emphasized fun, freedom, and escape with the “What happens in Vegas, stays in Vegas” phrase across multiple formats and channels. The city has continued to build on that initial campaign, billing itself as a destination for dining, sports, and more. Recent numbers show an 89% favorability rating of the city among Las Vegas ad viewers and increases in visitors to more than 42 million annually. ### 5. Emirates Offers Luxury There’s a place for budget travel, but Emirates Airline launched its “Fly Better” ad campaign to show off luxury and comfort to prospects. Giving audience members permission to treat themselves can be a great piece of a personalization strategy, too — aspirational, “bucket-list” angles can spark daydreaming and long-term planning, as well as luxury add-ons to enjoy the travel itself. Emirates used TV ads to show off its in-flight services, beautiful details, and creative editing to spark imagination for prospective flyers. The campaign also served as a brand-builder for the airline. https://www.youtube.com/watch?v=BYD_zn0DGk8 ### 6. New Angle for Northern Ireland Northern Ireland, with its turbulent history, found a fresh angle for tourists with a Game of Thrones tie-in. After a 2016 storm destroyed many of the trees used in filming the HBO show, workers carved the fallen trees into doors to create a new “Journey of the Doors” experience across the country, enticing Game of Thrones fans to visit and creating a checklist-type event in the process. Like with Thomas Dambo’s Trollmap, this kind of public art can bring visitors to lesser-known or out-of-the-way destinations to boost local tourism. The photography also uses a lot of close-up imagery, which Taboola data found increases CVR by up to 74%. https://www.youtube.com/watch?v=95nrOw_mbno&t=6s ### 7. Users Generate for GoPro Along with destination-specific marketing, travel and tourism advertising also includes products and services closely tied to travel. That includes credit cards, airlines, accessories, and more, such as selfie sticks and action cameras like the GoPro. The GoPro is tailor-made for user-generated content advertising, since its audience is generally adventurous and looking for places to capture amazing photos and videos. Users were already posting heavily on social media, so GoPro tapped into that trend in various ways, encouraging users to post with their #GoPro hashtag, and offered other ways for them to submit content, including contests. They’ve created and maintained a strong brand identity along the way. ### 8. Inspiring Travelers With the World Wildlife Fund (WWF) Prospective travelers these days are often interested in sustainable travel, staying in lodging that’s carbon-neutral or offers other eco-friendly options. The World Wildlife Fund launched its recent “Adopt a Reef” campaign to educate visitors and offer a way for them to contribute to the places they’re visiting. Using high-quality imagery and gamified ways to get involved, like adopting a reef, the WWF also shows tourists the cost of tourism on coral reefs and the ways they can be involved in environmental protection. It’s a good lesson in brainstorming ways to take travel deeper for visitors and help align with values. ## Advertising Strategies for Successful Travel Marketing ### Target Intelligently Travel and tourism advertising lends itself well to targeting and personalization. Use the data you have to segment your audience by demographics, spending ability, and interests, such as whether they’re looking for honeymoon trips, family vacations, or an adult getaway. Then, create top-notch imagery and copy to get your destination in front of them on the appropriate channels, and personalize messaging accordingly. ### Use Channels Wisely Travel and tourism marketing is a key channel for influencers. Travel bloggers covering niche areas have been around for many years, and social media influencers can play a major role in creating buzz around a destination. Targeting and audience segmentation is also essential when you’re using influencers: Depending on your goals, you could engage budget-conscious travelers, seniors, parents, wine-drinkers, or many other segments. This also lends authenticity and local flavor, both important to many travelers today. ### Explore Personalization Travel and tourism offer lots of ways to reach your prospects and then tailor to them. Depending on your industry, try engaging with micro-influencers in a particular segment for higher engagement rates, or focus on a particular experience at the destination you’re promoting, then use the resulting creative accordingly. Think about geo-targeting and retargeting your ads, and get the most out of local SEO and high-quality backlinks. ## Key Takeaways Travel and tourism marketing relies heavily on high-quality imagery and audience personalization. Use the best practices you already know, but put heavy emphasis on photography and video that tells a story, evokes emotions, aligns with values, or offers a must-see or bucket-list experience. Successful creative ad campaigns can draw travelers in to picture themselves in a destination, then book the trip to reach their goals and yours. ## Frequently Asked Questions (FAQs) ### What are the key performance indicators (KPIs) you should track to measure the success of your tourism advertising campaigns? You can generally use the same KPIs for tourism and travel advertising campaigns as other marketing campaigns. Track website traffic, online reviews, revenue generation, and whatever you’ve set for conversions, such as bookings. Use ROI, CPA, CTR, CAC, and other typical marketing metrics. In addition, track the success of influencer marketing campaigns to see if those are a good fit for your overall strategy. ### What are the most effective digital marketing channels for reaching travelers? The destination you’re promoting may have different effective digital marketing channels from another destination, depending on its benefits and particular audience. Disneyland and Las Vegas, for example, likely have different segments and thus different useful tactics. Understand your audience first, then build platform-specific strategies for each of them with the right tailored copy, creative, ads, and landing pages. ### What types of visuals (photos, videos) are most engaging and inspiring for travel advertisements? While photos and videos vary greatly across destinations, consider your audience when you’re building creative. Whatever the destination, use high-quality images with close-up details that show off what users want, whether it’s time at the beach or a great craft beer scene. Tailor copy to match, and see how you might use polls, quizzes, or interactive maps to connect with prospects. If possible, offer a live Q&A session or VR opportunities. ### What are the current travel behaviors and preferences of different target audiences in 2025? There’s more emphasis than ever on experience in travel these days, which varies greatly for target audiences — a 40th-birthday girls’ trip is quite different from a family reunion to introduce grandparents to grandkids! Whatever the case, use the data you’ve gathered up front to understand who you’re marketing to and what they want. Elicit excitement, joy, nostalgia, relaxation or whatever other emotion might be tied to the trip or destination. Measure your results to further refine messaging and target prospects. --- ### Mobile Attribution: Tracking Your Audience As They Interact with Apps URL: https://www.taboola.com/marketing-hub/mobile-attribution/ Last Modified: 2025-06-30 09:19:44 You know what they say about not seeing the forest for the trees? Well, imagine a forest made up of computers, tablets, and smartphones. If you don’t see those as a larger whole, all of which a potential lead might be using, you’re really not getting the bigger picture and you might be missing out on opportunities. For marketers, tracking the activity of members of their audience is critical, and that means not just seeing what they’re doing on one device, but tracking their entire engagement across multiple devices. If you only pay attention to a lead as they browse and shop on their phone, for example, you might get an entirely wrong impression of their actual engagement and behavior, since that person might be converting left and right on a computer, with you thinking they’re not a loyal customer based on your limited tracking. Here, I’ll take a close look at mobile attribution, also known as cross-device attribution, so you can get a better picture of how you should be tracking your people. ## What Is Mobile Attribution? “Effective marketing in our mobile-first world relies on mobile attribution, which is the process of identifying what campaigns, channels, or touchpoints facilitate target user actions such as installs, purchases, or app engagements,” says Joe Giranda, director of sales and marketing for CFR Classic. “By establishing the connection and order of outcomes against their sources, marketers gain useful insights into what works and what doesn’t, which enables them to allocate budgets effectively and optimize overall spending.” Mobile attribution is the way marketers understand the journey a user takes to arrive on their site or in their app, and to follow what they do once they've landed there. Web marketing uses the well-known cookie to track a user’s journey, but the same is not possible for mobile apps, thus cross-device attribution’s importance. ## Why Is Mobile Attribution Important? “Without mobile attribution, you're wasting resources, as without it, you cannot understand what's working and what isn't,” says Mirna Huhoja-Dóczy, founder of Bits of Brand. “Whether you're driving installs, in-app actions, or purchases, attribution helps you understand how users interact with your marketing, which helps refine your strategy for better engagement and higher lifetime value." The more holistic sense of audience activity that cross-device tracking allows for lets you see what’s working best and which marketing strategies need to change. It also helps you learn more about how your audience operates, along with catching any potentially misleading markers, like a cart abandoned on mobile only to see a sale made on a computer, or an email unopened on a computer that nonetheless inspired a buy via mobile just by adding some brand awareness through the subject line. ## How Does Mobile Attribution Work? Mobile attribution works by connecting app installs and subsequent user activities within the app to the specific marketing campaign, ad, email, or other touchpoint that drove those actions. This involves tracking user interactions, such as ad clicks, likes, views, and more, and associating them with subsequent app installs or in-app events. It's like tracing a person’s journey from seeing an ad to taking action within the app. ## Types of Mobile Attribution ### First-Touch Attribution First-touch is the very first time a user clicks (or taps) on an advertising material is considered the first moment of attribution. It is essentially a proof-of-concept moment. ### Last-Click Attribution This is the assigning of significance to the last action a user completes before making the marketer’s desired conversion — a “Learn More” tap before a purchase, for example. ### Probabilistic Attribution This refers to statistical methods used to estimate attribution when actual deterministic matches are not possible. It often relies on factors like IP addresses and device types. ### Linear Attribution Linear mobile attribution is a method of assigning credit for conversions in a marketing campaign where each touchpoint along the customer journey is given equal credit. It's a multi-touch attribution model that doesn't favor any particular interaction, but rather treats all steps in the user's journey equally. ### Time-Decay Attribution This approach assigns more importance to touchpoints closer to a conversion. It assumes more recent interactions are more influential. ## Challenges with Mobile Attribution Models ### Myriad Touchpoints People often interact with a brand across various channels, platforms, and devices before making a purchase or completing a wanted conversion. Tracking these interactions and accurately attributing credit can be a challenge. ### Fraudulent Activity Malicious actors can generate fake app installs or other in-app activities that distort and inflate metrics, leading to wasted ad spend and inaccurate attribution data. ### Inconsistent Data Reporting Different attribution providers often use different methodologies and algorithms, leading to discrepancies in reported results. ## How to Choose the Best Mobile Attribution Model Choosing the best mobile attribution model depends on your specific business goals, marketing strategies, and the nature of your customer journey. Different models offer unique insights into which touchpoints drive conversions. Consider your priorities, such as brand awareness, conversions, or sales. ### Consider the Complexity of the Customer Journey More complex journeys often benefit from models that distribute credit across multiple touchpoints, like linear attribution. ### Count Your Marketing Channels If you have a wide range of channels, a model that considers all touchpoints is advised, like a position-based attribution model, which assigns credit for conversions to the first and last touchpoints, with the remaining credit distributed evenly across middle touchpoints. It's a way to understand how different marketing interactions influence a customer's journey toward a conversion. ### Measure the Length of the Sale Cycle Assuming your sales cycle is long, a model like time-decay attribution might be more suitable, giving more weight to recent touchpoints. ## What Are Common Mistakes to Avoid with Mobile Attribution? ### Relying on a Single Attribution Model Attribution models like last-click, first-click, or linear attribution, while providing insights, don't paint the whole picture of the customer journey. Using only one model can lead to misallocation of credit and a distorted view of which marketing efforts are truly driving conversions. A multifaceted approach, testing different models and combining their insights, is crucial for a more accurate understanding of the customer journey. ### Failing to Account for Web or Offline Conversions Not all conversions happen in the apps you’re tracking, or even online at all. If a business has a retail presence or deals with offline interactions, you need to track those conversions as well. Failing to do so leads to an incomplete picture of your attribution strategy. ## How to Interpret Mobile Attribution Data and Reports To effectively interpret mobile attribution data and reports, focus on understanding how user journeys are traced from ad impressions to in-app actions, like installs or purchases, and how different ad channels and creatives contribute to these conversions. ### Assisted Conversions This metric shows how often ads on one device helped drive conversions on another device. For example, a tablet assist ratio of two means that for every conversion on a tablet, two conversions on other devices were assisted by a tablet ad. ### Attribution Windows These define the time frame within which a user's actions (like an ad click) can be attributed to a specific ad campaign or channel. ### Touchpoints These are the individual points of interaction a user has with your advertising, such as seeing an ad, clicking on it, installing the app, and navigation within it. ### Channel Performance This is identifying which ad channels are driving the most installs, conversions, or revenue. ## Mobile Attribution Terminology ### Mobile Measurement Partner (MMP) A mobile measurement partner is a third-party service that helps mobile app developers and marketers track and analyze their app's performance, particularly in terms of user acquisition and engagement. They act as a central hub for data, enabling marketers to understand which marketing channels are most effective and to optimize their campaigns accordingly. ### Attribution Window An attribution window is the timeframe within which a user's interaction with an ad, like a click or view, can be linked to a conversion, like an app install or a purchase. It's the period during which an advertiser can claim credit for a conversion. This window helps determine which marketing touchpoint drove the desired action, even if there's a delay between seeing an ad and taking action. ### Click-Through Attribution (CTA) Click-through attribution refers to the tracking of direct clicks on an advertisement that lead to a conversion, such as an app install or purchase. It focuses on the specific interaction between a user clicking an ad and then taking the desired action ### View-Through Attribution View-through attribution refers to the process of attributing conversions or actions to an ad that was viewed, even if the user didn't click on it. This is important because users may see an ad, remember it later, and then take a desired action like installing an app without clicking on the ad directly. ### Deep Linking Deep linking is the practice of directing users to a specific screen or page within a mobile app, instead of the app's homepage, after clicking a link. It's essentially a hyperlink that takes users directly to desired content within the app. This can enhance user experience and engagement, improve marketing campaign performance, and allow for more accurate attribution. ### Deferred Deep Linking Deferred deep linking is a mobile attribution technique where a deep link directs users to specific in-app content, even if they haven't installed the app yet. If the app is not installed, the link redirects the user to the app store for download. Once installed, the user is automatically redirected to the designated in-app location. ### Install Referrers (on Android) In mobile attribution, install referrers (specifically, the Play Install Referrer API on Android) are a mechanism for tracking and attributing app installs to specific sources. This helps advertisers and app developers understand which campaigns or channels are driving user acquisition. ### SKAdNetwork (on iOS) SKAdNetwork (StoreKit Ad Network, or SKAN), a framework from Apple, is used for privacy-focused attribution on iOS devices. It helps advertisers measure the effectiveness of their ad campaigns without compromising user privacy. Instead of individual user data, SKAN focuses on aggregate attribution data, such as click-through attribution, conversion values, and campaign IDs. ### Privacy Manifests Privacy manifests are standardized files that app developers and software development kit (SDK) vendors use to clearly outline the data practices of an app or third-party SDK. They essentially act as a "privacy nutrition label" for an app, detailing the types of data collected, tracking domains, and APIs accessed. This information helps developers and users understand how an app handles their data, promoting transparency and trust. Privacy manifests significantly impact mobile attribution on iOS by restricting probabilistic attribution and ending fingerprinting, two common methods used for tracking users across apps. ### Fingerprinting Fingerprinting is a method of identifying users or devices without relying on unique device identifiers. It involves collecting various device characteristics (like IP address, OS type, or screen size) to create a unique profile or "fingerprint" for each device. This fingerprint is then used to match ad interactions to subsequent app installs or conversions, allowing advertisers to measure campaign performance. ## About App Install Attribution (a Significant Subset of Mobile Attribution) ### Definition of App Install Attribution and How It Works App install attribution is the process of tracking which marketing touchpoints (like ads or campaigns) led a user to install an app. It helps determine the effectiveness of different marketing channels in driving app installations, allowing advertisers to optimize their campaigns and understand which strategies are most effective. It involves tracking user journeys, properly assigning credit for actions and conversions, and analyzing data and optimizing. ### How Do You Track App Installs? To track app installs, you can use a variety of methods, including third-party attribution services, Google Play Install Referrer, Firebase, and other analytics platforms. These tools help you understand where users are coming from to download your app and how to optimize your marketing efforts. ### What Are the Best MMPs for App Install Attribution? Some of the best mobile measurement partners (MMPs) include Firebase, AppsFlyer, Adjust, Kochava, and Branch. ### How Do I Set Up App Install Attribution for My Campaigns? To set up app install attribution, enable auto-tagging in your Google Ads account and ensure your Google Play Store links include campaign details in the referrer. Also, make sure your app supports deep linking with proper UTM parameters for effective tracking and analysis. ### How Do I Measure the Success of My App Install Campaigns? To measure the success of your app install campaigns, track key metrics like the number of installs, conversion rates, user retention, and Return on Ad Spend (ROAS). Also, monitor lifetime value (LTV) and in-app events. ### What Are the Challenges of iOS 14+ (and Later) for App Install Attribution? iOS 14 and later versions of this Apple OS present several challenges for app install attribution, due to several privacy-focused changes, particularly the introduction of App Tracking Transparency (ATT). These changes restrict marketers' ability to track user activity across apps and websites, making it harder to accurately determine the source of app installs and in-app events. ### How Does SKAdNetwork Work for App Install Attribution? SKAdNetwork is Apple's privacy-centric framework for attributing app installs to specific ad campaigns. It works by using a postback system where Apple notifies ad networks and, optionally, advertisers, when an install is attributed to a specific ad campaign. This attribution happens without revealing any user-level data, ensuring user privacy. ## Key Takeaways “Mobile attribution is about figuring out how users get to your app or site and what they do once they're there,” says Huhoja-Dóczy. “Whether it's an app install, a purchase, or a simple click, it's essential for tracking the true ROI of your mobile campaigns.” Start the process by picking the right attribution model or, in most cases, the right few models. Are you looking at first-click attribution, last-click attribution, or multi-touch attribution? The right model for you will depend on your business and the specific insights you're looking for. “If you're only using one touchpoint, such as the first or last touch, you're missing out on valuable insights into the entire user journey,” Huhoja-Dóczy warns. “This is why it's important to be clear on your goals, whether you’re focusing on brand awareness, lead optimization, or something else." Choose the right tools, study the data you collect closely, and remember that many actions actually prompted in one place (in an app, for example), might take place elsewhere, such as on a website or even in a physical store, so don’t forget to consider that potential data as well. ## Frequently Asked Questions (FAQs) ### What is cohort analysis and how is it used in mobile attribution?? Cohort analysis is a method of grouping users based on shared characteristics or actions and then tracking their behavior over time to understand how different groups engage with a product or service. In mobile attribution, it's used to analyze how users acquired through specific marketing campaigns or channels perform differently over time, allowing for optimization of user acquisition efforts and retention strategies. ### What is re-engagement attribution? Re-engagement attribution is a process that identifies and attributes the source of a user's return to an app or website after a period of inactivity. It's essentially about figuring out which marketing efforts (like retargeting ads or push notifications, to name two examples) led a user back to an app or website. ### How do you track in-app events after an install? To track in-app events after an app install, you'll need to integrate an analytics platform's SDK into your app and then define the specific events you want to track. Once the SDK is integrated, you'll configure your app to log these events whenever they occur. --- ### De Minimis Crackdown: A Wake-Up Call for D2C Marketers? URL: https://www.taboola.com/marketing-hub/de-minimis/ Last Modified: 2025-05-15 05:48:23 For years, the “de minimis exemption,” which allows low value goods to enter the U.S. duty free, has made life easier for direct-to-consumer (D2C) businesses. However, with the exemption no longer applying to goods from China and Hong Kong as of May 2, 2025, the global e-commerce landscape is shifting. How will the move affect D2C brands? Let’s explore the possibilities. ## What is the De Minimis Exemption, and What Does It Mean in e-Comm? The de minimis exemption is a rule that allows low-value imported goods to enter a country without incurring customs duties or taxes. It’s become a critical component of e-commerce and cross-border trade. Since 2016, the U.S. has had a high de minimis threshold of $800. This means that shipments of $800 or less (per person, per day) are exempt from customs duties and most taxes. This exemption applies to most goods, though there are some exceptions. The de minimis exemption is based on the idea that low-value goods are usually not worth the cost or effort of processing. This is significant for the e-commerce industry, as it has enabled international sellers to keep prices low for consumers and speed up delivery times. Take D2C giant Temu, for example: Per Statista, its gross revenue grew by 239% between 2023 and 2024, with the U.S. far and away its biggest market. Much of this success can be attributed to the de minimis exemption, which has acted as a loophole, allowing Temu to bypass costly duties and other fees on most of its products, which are shipped directly to individual consumers and usually fall below the $800 de minimis threshold. ## What Changes Were Made to the de Minimis Exemption? On April 2nd, 2025, President Trump signed an executive order ending the de minimis exemption on packages originating from China and Hong Kong, effective Friday, May 2nd. According to an official White House statement, the move was made in part to “target deceptive shipping practices by Chinese-based shippers, many of whom hide illicit substances, including synthetic opioids, in low-value packages to exploit the de minimis exemption.” The move is expected to directly impact D2C businesses that import goods from China. This includes large marketplaces like Shein and Temu, whose generally lower-cost products are typically shipped to individual consumers, rather than in large quantities inside shipping containers. Packages that were previously included in the exemption will now be subject to duties of 120% or a flat fee of $100, increasing to $200 in June. This is in addition to tariffs of 145% that have already been placed on Chinese goods. It remains to be seen how Temu and Shein will respond. According to a recent CNBC report, for example, Chinese online retailer Temu had already “started adding 'import charges' of about 145% in response to President Donald Trump’s tariffs.” ## How Might This Change Affect D2C Businesses? D2C is a business model in which a company sells its product directly to consumers without going through wholesalers, retailers, or distributors. Popular U.S. D2C companies include Dollar Shave Club and eyewear brand Warby Parker. Globally, online marketplaces like Shein and Temu also operate on a D2C model, by connecting consumers worldwide directly with manufacturers, mostly based in China. The elimination of the de minimis exemption for China and Hong Kong could potentially raise costs for D2C businesses that rely on low-cost imports from those places. ## Can D2Cs Marketers Take Measures To Prepare for This Economic Shift? The elimination of the de minimis exemption may present major challenges for D2C businesses that have relied on low-cost, cross-border shipping of Chinese goods. This means marketers have a critical role to play in preparing their brands for this economic shift. This includes: ### Communicating Clearly With Customers Your messaging strategy matters more than ever. If delays or price increases are on the horizon, proactive, transparent communication can help maintain customer trust. If you communicate clearly, customers are more likely to be understanding, so marketers should work closely with their customer experience team to create messaging that explains the “why” behind any changes, and act quickly before customers feel the impact. If you deliver clear updates via email, social media, and your website, with empathy, you can preserve customer loyalty. ### Positioning Supply Chain Changes as Brand Value If your company decides to diversify its supply chain due to the de minimis changes, try to position this as a brand strength. For example, you could highlight a shift from China to Vietnam, India, or Mexico as a commitment to resilience, quality, or sustainable sourcing. Internally, it might feel like a simple logistical change, but you can make it part of your brand story with customers. ### Adjusting Pricing if Necessary Some businesses may temporarily absorb the additional import costs, but your company may eventually need to raise its prices. If so, you can soften the impact by framing the change as a value-add. Let customers know that they’re gaining, whether it’s through additional services, loyalty programs, or product bundles. ## Other De Minimis Questions Answered ### Is the $800 Threshold for Shipments From China and Hong Kong Completely Gone, or Are There Any Exceptions? Yes, as of May 2, 2025, the de minimis exemption of $800 has ended for all goods coming into the U.S. from China and Hong Kong. The exemption remains in place for other countries. ### How Will the Increased Customs Scrutiny — And Potential Delays as a Result — Affect My Shipping Times and Customer Satisfaction? According to FreightAmigo, the new U.S. Customs regulations “may lead to longer transit times for some shipments. This could impact delivery promises and customer satisfaction for e-commerce businesses.” As such, it’s critical to look for workarounds for your business. This includes resetting expectations with customers and identifying alternative supply chains. ### Will Shipping Carriers Increase Their Fees in Response to the New Tariffs and Increased Processing? Yes, several major shipping companies have begun increasing their fees in response to the tariffs and changes to de minimis rules. Per software company Alavara, FedEx increased its disbursement and duty and tax forwarding fees on May 2nd, 2025, on all packages with a customs value of $800 or less. Meanwhile, UPS has implemented a $0.29 per-pound surge fee. ### Should I Absorb the Tariff Costs To Maintain My Current Pricing? If So, How Will It Impact My Profit Margins? Individual businesses must assess their capacity to absorb increased costs from tariffs and de minimis rule changes. Without increasing prices, profit margins could tighten unless they can create other efficiencies or source lower-priced products elsewhere. ### How Will This Affect My Competitiveness Against Domestic Sellers, or Those Sourcing From Countries Still Under the de Minimis Exemption? While many variables are at play, D2Cs that can still operate under the de minimis exemption may gain a competitive advantage. This is something you’ll want to consider as you assess your supply chain options. ### Should I Consider Shifting My Sourcing or Manufacturing to Countries Unaffected by These Changes? If you foresee an increase in your cost of goods, slower delivery times, or other supply chain disruptions, you should look for alternative sourcing from countries still under the de minimis exemption. ### Is Bringing Fulfillment Operations to the U.S. Viable To Reduce Exposure to Tariffs? Moving your product fulfillment to the U.S. may or may not be viable, depending on your situation. For example, you may save money by importing in bulk and shipping domestically to U.S. customers. Once the goods are in the U.S., you can likely ensure faster delivery. However, you may face increased storage and labor costs, inventory forecasting challenges, and more complex logistics. You’ll have to consider the pros and cons and determine what’s best for your business. ## Key Takeaways The end of the de minimis exemption for Chinese and Hong Kong imports ushers in a new era of global trade regulation, specifically in the e-commerce sector. D2C businesses that rely on low-cost international shipping from Chinese manufacturers are likely to face higher duties, longer shipping times, and increased border scrutiny. To remain competitive, marketing teams must respond quickly by creating clear messaging around pricing and delivery changes, and reinforcing brand value through compelling stories. Whether your company is considering new manufacturing centers, changing fulfillment processes, or adjusting prices, your efforts will influence how customers perceive and respond to the changes. Ultimately, brands that act quickly and communicate clearly won’t just survive the shift — they’ll build strong customer loyalty and become more resilient. ## Frequently asked questions (FAQs) ### What is a "de minimis threshold"? A de minimis threshold refers to the minimum value below which a company can import goods into a country without triggering customs duties or taxes. In the U.S., the de minimis threshold has been $800 (per person, per day) since 2016, when the U.S. Congress increased it from $200. ### What is de minimis in tax reporting? When filing taxes, de minimis refers to small amounts of income or benefits that are considered too small to report or tax. Examples include small employee perks, such as holiday gifts under a specific dollar amount. Small mistakes in tax forms, such as rounding errors, may also be considered de minimis and not penalized. ### What is Section 321? Section 321 is a specific U.S. Law (Tariff Act of 1930) provision that authorizes the de minimis exemption. The two terms are related, but de minimis is used globally, while Section 321 is U.S.-specific. --- ### How Trump's Tariffs May Affect Digital Advertisers URL: https://www.taboola.com/marketing-hub/trumps-tariffs-for-digital-advertisers/ Last Modified: 2025-05-15 08:53:52 Trump’s new tariffs could hit digital advertisers hard in the short term, but will it be short-term pain for long-term gain? Here's what you can expect to happen. On April 2, 2025, following months of warnings and widespread speculation, the Trump Administration announced a 10% baseline tariff on imported goods from all countries. It also introduced additional tariffs on dozens of individual countries, but the administration placed a three-month pause on these higher rates for everyone except China a week later, in a reversal that surprised many. While it’s possible that the tariffs may have a positive effect on businesses over time, the general consensus is that very few will be left untouched in the short term, even with the baseline 10% rate. Part of the issue is that the concern around tariffs could cause changes to consumer behavior. In particular, digital advertisers could suffer from increased costs, softening consumer demand, and smaller ad budgets. ## Trump’s Tariffs Explained There is much speculation about the reasoning behind the Trump administration’s tariffs, but here’s what we know. Generally, tariffs are placed on imported goods to protect domestic industries and boost revenue. The Trump administration has suggested that tariffs are needed to address existing trade imbalances between the U.S. and dozens of countries worldwide. It is currently too early to say whether such a move will prove to be beneficial or not. ## Hardest Hit US Trading Partners Under Trump’s Tariffs While virtually all countries may feel the effects of Trump’s trade war, China has received the highest tariff rates, largely in a case of tit for tat. On April 9th, when the administration announced the 90-day pause on additional tariffs for other countries, the US instituted a 74% tariff on most Chinese imports. China retaliated almost immediately, with an 84% tariff. Things continued to escalate, and US tariffs on most Chinese goods currently sit at 145%, while China has set its reciprocal tariff rate to 125%. China’s export-dependent economy is already feeling the impact, but some pain could also be felt by US consumers soon, with various product shortages expected. According to a May 6 report from CNN, the first boats impacted by the 145% tariff rate are arriving in US ports, and “many of them are half full.” ## Which products will be affected by Trump’s Tariffs? Due to the universal 10% tariff applied to most goods, consumers may see increased prices on some products imported to the U.S. in the coming weeks. While it remains to be seen, you could, for example, find yourself paying more for items such as chocolate, coffee, an Apple iPhone, a new bike, or an imported car. ## How Digital Advertisers May Be Affected By Trump’s Tariffs (and Why) As noted earlier, the uncertainty around Trump’s newly announced tariffs may impact various industries, including digital advertising. In the short term, if the cost of imported goods rises, consumers could reduce spending. A pullback could hurt ad performance, with fewer people looking to make purchases. At the same time, a weakening global economy could force many SMBs to cut costs. With marketing and advertising budgets often among the first to be scaled back, fewer dollars will flow into digital ads. AdTech vendors could also be impacted. Many of these platforms rely on infrastructure that could become more expensive due to tariffs on countries such as China, Japan, and Taiwan. Vendors may have no choice but to pass these additional costs to advertisers, making it more expensive to run cost-efficient ad campaigns. ### SMBs SMBs rely on digital advertising to reach their customers, but many will find themselves having to pull back on already limited marketing budgets if tariffs reduce their profit margins. For example, an SMB selling imported goods is expected to see an increase in its cost of goods sold. SMBs could also see their ad performance drop if retail prices rise, as consumers will likely reduce their spending, especially on discretionary items. ### Search and Social Tariffs will directly impact the digital advertising business of tech giants such as Meta and Alphabet (Google's parent.) Both companies bring in billions from the ad space annually from global companies selling products to U.S. customers. As new tariffs increase the price of these products, consumer demand is likely to decline, leading to fewer purchases being made and less money being spent on ads. ### e-Commerce The e-commerce industry, which relies heavily on digital advertising, is highly exposed to the global tariff fallout. Thousands of online D2C businesses sell imported goods to U.S. customers, and on marketplaces like Shopify and Amazon. These sellers, along with major brands, spend millions on ads through Meta, Google, and other ad networks. This revenue could be severely impacted if e-commerce sales plummet. ### AdTech vendors It’s not just advertisers who could potentially feel the pinch from tariffs — the platforms that facilitate digital advertising may also suffer. This includes demand-side platforms (DSPs) and ad networks that sell inventory across multiple marketplaces. If the tariffs remain in place for an extended period, these companies may face higher infrastructure costs, which could ultimately lead to increased advertising prices as they pass those costs on to clients. ## How Can Businesses Prepare for These Eventualities? If faced with a weakening market and/or growing economic uncertainty, brands should focus on flexibility, efficiency, and diversification. Proactive brand responses may involve, for example, adjusting supply chains, monitoring expenses more closely, and shifting marketing budgets toward performance-driven channels which can more accurately measure return on investment. ## What Does the 90-Day Tariff Pause Mean for the Economy? Despite the 90-day reprieve on additional tariffs announced on April 9th, many economists believe a certain amount of damage has already been done, and that the global economy will continue to suffer, at least in the short term. This, they explain, is due to the U.S. signaling a significant and surprising shift in trade policy, resulting in global uncertainty. The escalation of the U.S.-China trade war only compounds the problem. If the world’s two largest economies continue to battle it out, the fallout will be felt globally, regardless of the pause. ## What Will Happen When the 90-Day Pause Ends? According to President Trump, if countries fail to make a deal with the U.S. during the pause, “then we go back to where we were … We’ll have to see what happens at that time.” In other words, without any further policy changes or exceptions, the tariffs would be expected to resume at the end of the 90-day period. On May 12, 2025, the United States and China reached a temporary trade agreement in Geneva, Switzerland, agreeing to significantly reduce tariffs for 90 days to allow further negotiations. The US reduced tariffs on Chinese goods from 145% to 30%, while China lowered its rate on US goods from 125% to 10%. While the tone from officials on both sides was positive, there is still much work to do. Mark Williams, chief Asia economist at Capital Economics, called it “a substantial de-escalation” but added that “there is no guarantee that the 90-day truce will give way to a lasting ceasefire.” For digital advertisers, the 90-day pause provides a temporary reprieve from the threat of escalating costs on imported goods, which, if it came to pass, could lead to a reduction in consumer spending, potentially impacting companies' ad budgets and ad performance. That said, it’s important to note that tariffs remain elevated over previous levels and that the exact impact of the temporary US-China agreement remains uncertain. ## Key Takeaways How long the Trump Administration’s tariffs will stand remains to be seen. Regardless, the sudden economic shift demonstrates how major geopolitical decisions can disrupt the digital advertising industry, from ad performance to budget spend. ## Frequently asked questions (FAQs) ### What is the difference between a tariff and a trade sanction? A tariff is a tax placed on imported goods, and is primarily an economic measure aimed at raising revenue or protecting domestic industries. A sanction, on the other hand, is a penalty or restriction, usually imposed on a country to achieve a political or diplomatic goal. For example, the U.S., along with many other countries, imposed economic sanctions on Russia following its invasion of Ukraine in 2022. ### Who pays for tariffs — the exporting country or U.S. consumers? Tariffs are paid by the importer when they bring a foreign good into the country. The tariff is meant to incentivize companies to seek out domestic manufacturers and suppliers rather than paying higher prices on imported products or materials. However, this is not always possible, and the tariff cost is often passed along to U.S. consumers through higher prices. ### Will the Trump tariffs hurt small businesses? The long-term impact on small businesses remains to be seen. However, in the short term, tariffs can hurt small businesses by disrupting supply chains and increasing the cost of goods, leading to reduced sales, smaller profit margins, and cash flow problems. --- ### Conversion Funnel: Importance, Stages, Benefits URL: https://www.taboola.com/marketing-hub/conversion-funnel/ Last Modified: 2025-07-22 13:24:09 Learn how conversion funnels guide customers from awareness to loyalty, and how the latest AI-powered tools can optimize each step for greater return on investment. You may have heard marketers talk about something being “top of the funnel” (TOFU) or “bottom of the funnel” (BOFU) and wondered what they were talking about. Or maybe someone told you that your team was MOFU and you weren’t sure whether you were being insulted or not. Sometimes called a conversion funnel, this term is a way of visualizing the process of bringing in potential customers and turning them into actual customers. The term has been around for ages, but it’s only very recently that AI-driven performance marketing tools became available to flesh out accurately what the funnel for a given business looks like — or should look like. The average consumer encounters a whopping 6,000-10,000 ads a day, if you combine print, digital, television, radio, physical billboards, etc.,according to 2023 data from the bestselling book, Badvertising: An Expose of Insipid, Insufferable, Ineffective Advertising, by Andrew Simms and Leo Murray. That said, how many actual products and services do you really purchase in a day? A good deal fewer than 6,000-10,000, one would hope. The marketer’s goal is to make sure that you at least notice their existence. Then, they want to retain your interest until you finally make a purchase. You might be thinking, “Well, a customer either buys the product or they don’t. That seems pretty binary. Why the need for a silly metaphor?” It’s because the decision to purchase isn’t always a straightforward one! The funnel helps marketers understand, map, and optimize the buyer's journey from discovery to decision. In this article, I’ll break down what a conversion funnel is, why it matters, and how to fine-tune every stage for maximum return on investment. ## What Is a Conversion Funnel? A conversion funnel represents the stages a potential customer goes through before completing a desired action. Just like an actual funnel, which is wide at the top and ever-narrowing toward the bottom, customer conversions start with casting a wide net — an ad placement in a YouTube video, for example — knowing that some of those customers will drop off at each step before making a purchase. The marketer’s goal is to retain as many of those wide-net leads as possible through the funnel until they make a purchase, sign up for a newsletter, or whatever the campaign’s end-goal is. On a macro level, the idea is simple: attract attention at the top, engage and educate in the middle, and convert at the bottom. ## Why Is a Conversion Funnel Important for Marketing? Are you losing potential customers five seconds into your ad? After the first email? After the second newsletter? After the customer puts the item in the cart? A well-optimized conversion funnel is the backbone of effective marketing — it transforms vague strategies into actionable insights. With today’s AI-driven technology, funnels leverage sophisticated tools like predictive audience targeting to adapt to user behavior in real time. Platforms specializing in performance marketing (such as those using proprietary first-party data) can automatically adjust bids, creatives, and targeting to maximize conversions at each stage in real time. It also helps you separate the wheat from the chaff in terms of quality leads. Here’s how: ### 1. Eliminates Guesswork with Data-Backed Insights Conversion funnels provide visibility into exactly where prospective customers lose interest. For example, your brand might discover that 75% of users abandon their cart after shipping costs are calculated for their postal code. This would signal to you that shipping is a dealbreaker for many, and that you should experiment with reduced or free shipping. Without funnel analysis, they'd be left guessing as to why sales were declining. As brand-new as AI-based marketing tools are, there is already abundant evidence of their value in using funnel analysis to make quantifiably impressive improvements in conversions, cart abandonment rate, email open rate, and any other metric or KPI ### 2. Maximizes Marketing Efficiency With digital ad costs skyrocketing — the average Facebook Ads CPM fluctuated from around $5 in 2020 to around $9 in 2024, which amounts to an 80% increase — every marketing dollar must work harder. Funnels help allocate resources strategically in the following ways: - Top-funnel: Broad awareness campaigns. - Mid-funnel: Retargeting engaged users. - Bottom-funnel: High-intent conversion pushes. Performance-focused platforms take this further by automatically shifting budgets to the highest-performing stages using real-time AI optimization. ### 3. Aligns Messaging with Buyer Intent According to a Salesforce study, 73% of consumers expect companies to understand their needs and expectations. Modern funnel tools track micro-conversions (like video watches or PDF downloads) to serve perfectly timed messaging. Here are some examples of messaging you can offer customers, based on their behavior. - TOFU: Educational blog posts, such as “10 Mistakes New Pet Owners Make.” - MOFU: Product comparison guides, such as “The Best Humane Mouse Traps, According to Our Testers.” - BOFU: Examples include limited-time offers, “Free sampling of brandy-filled chocolates with purchase,” buy-one-get-one free. This level of personalization at scale is possible with advanced AI platforms that leverage machine learning to interpret user behaviors. ## Levels of a Conversion Funnel ### Top of Funnel (TOFU): Creating Awareness The goal at the top of funnel is to cast a wide net to attract potential customers. Proven tactics include: - SEO-optimized content in response to user search prompts (for example, "eco-friendly disposable picnic utensils"). - Native advertising that blends into publisher content. - Video ads on platforms like YouTube, where completion rates for bumper videos (non-skippable) can be as high as 70%, per a Mutesix study. ### Middle of Funnel (MOFU): The Consideration Stage At this stage, your goal is to maintain user interest, and make the case for your product or service’s value add. Here are some possible strategies: - Targeted email campaigns: Personalized emails deliver 6x higher transaction rates, 29% higher open rates, and 41% higher click-through rates. - Webinars: Three quarters of surveyed marketers say webinars are among their chief sources of qualified leads. - Retargeting ads: Achieved with dynamic creative optimization, using the latest AI marketing tools. - Optimize for engagement: Some platforms now offer "Optimize for Engagement" settings where AI automatically finds users most likely to take mid-funnel actions (like watching 90% of a demo video). ### Bottom of Funnel (BOFU): The Decision Stage This is your last chance to convert users and overcome whatever final objections they have to entering their credit card number. AI-powered platforms can identify quality leads (such as users who viewed a certain item more than three times) and automatically increase bid weights for these high-intent users. Some strategies you can try include: - Language suggesting urgency or time-sensitivity: Banners like "Only 3 left at this price!" can increase conversions. - Customer reviews: Studies show that nowadays, users trust product reviews from strangers. According to a study by Social Pilot, close to 85% of consumers trust online business reviews as much as personal recommendations from other people. TrustedSite, a company that provides trust badges, claims that their trust badges increase sales by up to 30%. - One-click Checkout: According to research published by Cornell University in 2023, after signing up for an online retailer’s “one-click” checkout service, customers over time increased their spending by an average of 28.5% from previous buying levels. As Forbes points out, the cart abandon rate for an item purchased via one-click is 0%—because there is no cart to begin with. ## Four Stages of a Conversion Funnel It depends on who you ask, but a typical funnel contains the following elements: ### 1. Raising Awareness Typically, this is done by means of social ads, organic search, and PR. ### 2. Intent Effective methods include newsletter signups and email campaigns. ### 3. Conversion This is the Last Stand, and includes checkout pages and customer rep sales calls. ### 4. Loyalty Surely you’ve heard that it’s much more expensive to gain a new customer than keep an old one! ## Three Benefits of a Conversion Funnel ### 1. Higher Conversion Rates Businesses optimizing funnels see more conversions. A survey by Iterable showed that AI-driven marketing tools, which allow at-a-glance funnel analysis, led to a 15% lift in converting buyers to an active state and a 72% lift in converting sellers to an active state. A popular tool for funnel analysis is Google Analytics, which has abundant success stories and case studies. a Chilean grocery shopping app called Líder, used the GA platform for funnel analysis. The conversion rate for the “Likely 7-day Purchasers” audience also increased from 0.3% to 5.4%—that’s an 18-fold increase. ### 2. Reduced Customer Acquisition Costs (CAC) By fixing funnel “leaks,” brands decrease CAC, the amount of money it takes to acquire a new customer. ### 3. Improved Customer Lifetime Value (CLV) Post-purchase emails and rewards programs can significantly increase CLV. According to Klaviyo data, post-purchase emails see open rates that are almost 17% higher than the average email automation. For example, Starbucks' loyalty program is a textbook success case. According to an analyst call in 2022, Starbucks reward members account for 53% of their U.S. revenue. With Sephora, that figure is 80%. ## Challenges Advertisers Face with Conversion Funnel Marketing ### Fragmented Data Only 31% of marketers are fully satisfied with their ability to unify customer data sources across channels, per Salesforce’s 2025 ninth State of Marketing Report. That means 69% of marketers find fragmented data to be a problem. The good news: What was once a massive headache is now much easier with AI-driven platforms, many of which offer end-to-end analytics to consolidate data you get from all your sources. ### Creative Fatigue According to numerous studies, advertising “irritation” reduces the overall effectiveness of ads. AI tools can automatically refresh creatives and make A/B testing a breeze. ### Platform Limitations Given significant recent changes in some of the most widely used social media platforms, some companies are reporting reduced return on investment (ROI) on their social media campaigns. Diversifying with high-intent channels powered by performance AI can help you identify more effective platforms, or simply optimize the ones you are currently using. AI tools are nothing if not adaptable! ### Challenges With Optimization #### a) Prioritizing When KPIs Clash Sometimes, in improving one aspect of the funnel, you jeopardize a different aspect of the funnel. For example, one of your mid-funnel KPIs might be session duration — the amount of time a user spends on a page. But, sometimes, a user might stop scrolling down after a few seconds simply because they got the information they wanted and are ready to make a purchase. How can you tell what the user's intent is? No, you can’t read their minds, but you can come pretty close with the latest AI-driven marketing tools. These will analyze multiple goals and multiple decision trees simultaneously in a way that a human cannot, and suggest a course of action. It can give quantitative and qualitative recommendations for where a long session duration is a good thing from a conversion point of view, where it’s bad, and where it’s irrelevant. #### b) Time and Money Until just a few years ago, only very large companies could afford an entire data science team. This put small and medium enterprises at a huge disadvantage in terms of funnel analytics. Happily for small businesses, the latest developments in AI have made this disparity a thing of the past. As is the trend with all technology, the price point for AI-driven marketing tools has gone down while functionality has gone up, leading to the democratization of conversion funnel optimization. #### c) Nimbleness Let’s say you’ve confidently identified weak areas in your funnel that could stand improvement. Now what? Theory is easy, practice is harder: How do you implement changes across your company’s entire marketing ecosystem, including social, email campaigns, CTA buttons, etc.? Here again, AI tools can respond to new data in real time, whether it’s data you input or information it gleaned from customer behavior. It can automatically adapt your campaigns without constant human input. ## How to Measure and Analyze Your Conversion Funnel’s Performance A conversion funnel is only as effective as your ability to track it. To truly understand where users are dropping off — or where they’re converting like clockwork — you need to monitor performance at every stage with both quantitative and behavioral data. ### Define Clear Funnel Stages and KPIs Start by breaking down your funnel into its major stages: Awareness, Consideration, Conversion, and Retention. Assign key performance indicators (KPIs) to each stage. For example: - Awareness: Measure in terms of impressions, click-through rate (CTR). - Consideration: Measure in terms of time on page, return visits. - Conversion: Measure in terms of purchase rate, form fills. - Retention: Measure in terms of repeat purchase rate, email engagement. This will give you a benchmark against which to measure growth or friction. ### Segment Your Audience Performance often varies by audience segment. Analyze behavior by demographics, device type, referral source, or campaign to uncover hidden trends. For instance, mobile users may abandon more quickly if your site loads too slowly or works well on Chrome but not Safari. Conversion Funnel Optimization Once you’ve measured your funnel, the next step is to refine it, eliminating friction and doubling down on what works. Optimization isn’t a one-time fix; it’s a continual process of testing, learning, and evolving. In recent years, marketers have begun to say “it’s not a funnel, it’s a pretzel,” to indicate the need to constantly find re-entry points for customers to stay in your site’s ecosystem. ### Identify Drop-Off Points and Reduce Friction Use heatmaps, session recordings, and A/B testing to uncover usability issues. Are users hesitating at a form field? Are calls to action (CTAs) below the fold? Seemingly minor changes — like reducing the number of required form fields — can make a big difference. For example, personalized CTA performs a whopping 202% better than generic CTAs, according to a HubSpot study, and a red CTA button outperforms a green one. Go figure. ### Align Messaging Across Funnel Stages Ensure that your ad creatives, landing pages, and email follow-ups all reflect the same messaging and value proposition. Disjointed messaging can erode trust and drive drop-offs, especially during the consideration phase. ## The Best Tools for Conversion Funnel Optimization With so many analytics and marketing tools available, it’s critical to build a tech stack that not only tracks performance but actively improves it. ### Analytics and Funnel Tracking Google Analytics 4, Mixpanel, and Heap offer powerful funnel tracking features with user segmentation and behavioral flow visualization. These tools are essential for spotting leaks in your funnel and identifying your top conversion paths. ### A/B Testing and Personalization Platforms like Optimizely and Convert allow marketers to run controlled experiments to test headlines, layouts, CTAs, and more. ### Predictive Insights and Campaign Optimization For advertisers running display ads, realize is a standout. It uses machine learning to identify which creative elements, headlines, and audience segments are performing best across the entire conversion funnel. Realize doesn’t just track engagement — it helps predict which assets will drive deeper funnel activity, enabling smarter budget allocation and faster optimization cycles. ## Key Takeaways By understanding and optimizing your conversion funnel, you can significantly improve marketing ROI, customer satisfaction, and long-term brand loyalty. Each stage of the funnel requires tailored messaging and strategies. Measuring drop-off points and conversion rates helps optimize performance. The latest AI-driven tools can provide actionable insights across the entire funnel. ## Frequently Asked Questions (FAQs) ### Do e-commerce sales have a different conversion funnel optimization? Yes, e-commerce funnels often involve product pages, cart interactions, and checkout flows that require optimization at each step. ### What are the best ways to nurture leads in MOFU? Email campaigns, webinars, and targeted content are all effective MOFU strategies. ### How do you reduce drop-off in the final funnel stage? Use “trust signals” (testimonials, guarantees), simplify checkout flows, and offer limited-time deals. ### What are some A/B testing ideas for funnel optimization? Some effective A/B testing ideas include testing landing page layouts, button colors, CTA wording, and headlines. ### What are some UX mistakes that break conversion funnels? Confusing navigation, slow load times, cluttered design, and inconsistent messaging can all increase bounce and abandonment rates. --- ### The Direct-to-consumer (D2C) Business Model: What It Is, How It Works URL: https://www.taboola.com/marketing-hub/d2c/ Last Modified: 2026-04-12 07:29:12 A D2C business model enables brands to sell their products and services directly to consumers without middlemen. Here’s how the model works and why it matters. Direct-to-consumer (D2C) is a business model where manufacturers and brands sell their wares directly to consumers. The model cuts out the usual middlemen such as distributors, wholesalers, and retailers, allowing companies to maintain lower prices than traditional consumer brands while giving them complete control over product development, marketing, and distribution. ## What Is the D2C Business Model? While traditional retailers follow a set model for distribution, D2C brands can experiment with diverse distribution methods. From direct shipping to strategic collaborations with brick-and-mortar retailers and pop-up shops, D2C companies have full control over the entire customer journey. Most D2C brands leverage digital channels, including owned websites, social platforms, and mobile apps, to directly reach and engage their target audience. Increasingly, brands are partnering with popular social influencers to spread the word. Here’s a look at some successful D2C brands: - Warby Parker. - Dollar Shave Club. - Hims & Hers. - BarkBox. - Away. - Glossier. Large traditional retailers such as Nike, Adidas, and Lululemon are embracing D2C marketing strategies to build better customer relationships and reduce their dependence on third-party retailers. In 2023, established brands drove nearly $135 billion in D2C sales, and then another $160 billion in 2024, according to data from Statista. This is forecasted to jump to $186 billion in 2025. ## Benefits of D2C ### Direct Customer Relationships Perhaps the best thing about skipping the intermediaries in a D2C model is forging direct relationships with consumers. Research shows that 82% of manufacturers report D2C sales improving customer relationships and experiences. This helps establish meaningful connections with customers, gather real-time feedback about your product, and create personalized experiences that resonate with your audience. ### Higher Profit Margins As Salesforce points out, selling products through a D2C channel allows brands to take the entire amount paid by the customer, so the profits end up being higher than with wholesale distribution. Without those retailer markups, D2C brands can offer competitive pricing and stay profitable — or reinvest those savings into product quality, customer experience, or marketing initiatives. ### Total Brand Control Running a direct-to-consumer business gives brands complete control over their messaging, visual identity, and overall customer experience. This control extends to product presentation, packaging, customer service interactions, and post-purchase engagement. With this level of oversight, a brand directly manages all critical touchpoints that influence brand perception and customer loyalty in ways that aren’t possible when you work with third-party retailers. ### Valuable First-Party Data D2C operations provide unfettered access to first-party customer data across the entire purchase journey. Having this enviable data access gives brands the upper hand, allowing them to stay nimble, adapt to market and customer trends, and to improve their business model. It also enables them to create customized experiences, optimize marketing campaigns, inform product development decisions, and build stronger customer relationships based on real, unfiltered insights — a key competitive advantage. ## Drawbacks of D2C ### Higher Customer Acquisition Costs D2C brands face a major challenge: Higher costs to acquire new customers. Quora business research reveals that D2C advertisers are spending increasing shares of their marketing on social media platforms in order to reach potential customers directly. In fact, approximately 70% of client spend goes toward Meta platforms (Facebook and Instagram) and 30% to Google. Without established distribution networks and retail foot traffic to drive transactions, D2C companies have no choice but to invest heavily in digital marketing, content creation, and brand awareness campaigns — costs that continue to rise as competition heats up in saturated markets to vie for consumers’ short attention spans. ### Limited Physical Presence Despite explosive growth in online shopping, many consumers still value in-person shopping experiences, putting some D2C brands at a disadvantage. According to HubSpot, D2C brands that operate in digital-first spaces may struggle to provide tangible, tactile experiences that customers prefer. To address this limitation, many successful D2C brands look to omnichannel strategies that blend online and offline touchpoints, including pop-up shops, brand showrooms, and strategic retail partnerships, especially for products where physical interaction influences purchase decisions. ### Supply Chain and Fulfillment Barriers Managing end-to-end supply chain operations can be tough for D2C brands, and a brand that previously had a distribution model and switched to D2C might struggle to sell directly to its target customer. Unlike wholesale models that ship in bulk to retailers, D2C operations require managing individual orders, inventory forecasting, warehousing logistics, and last-mile delivery. These challenges can impact delivery times, customer satisfaction, operational efficiency, and operational costs. ### Customer Service Demands The direct relationship D2C brands have with consumers means the brand must handle customer service inquiries and issues directly. This responsibility can strain resources during periods of high demand or when trying to scale the business rapidly. Unlike B2C companies that can leverage a marketplace’s customer support infrastructure during demand spikes, D2C brands must build, maintain, and scale their own customer service operations. This effort requires significant investment in both technology and staffing. ## What Is D2C Marketing? D2C marketing involves the strategies and tactics brands use to connect directly with consumers, build brand awareness, and drive sales without traditional retail support. Unlike conventional marketing approaches that focus on trade marketing or retailer relationships, D2C marketing prioritizes direct consumer outreach, primarily through digital channels. D2C marketing tactics include: - Digital-first owned channels. - Content marketing. - Community building. - Performance marketing. - Personalization. ## Successful D2C Marketing Strategies ### Influencer Marketing and User-Generated Content Partnering with the right influencers is like finding gold for D2C brands — they build instant credibility and expand your reach to engaged audiences who actually trust recommendations. Just look at Glossier, which transformed from Emily Weiss' beauty blog into a global powerhouse makeup brand, largely through strategic influencer relationships and encouraging customers to share their experiences. User-generated content creates authentic social proof that's far more convincing than any polished marketing campaign could ever be. It’s also more cost-effective, but the bigger the influencer, the more you’ll pay. ### Omnichannel Experience The most successful D2C brands don't just live online, they create seamless experiences across digital and physical touchpoints to meet customers wherever they prefer to shop. Warby Parker brilliantly evolved from online-only eyewear to operating hundreds of physical showrooms, complemented by innovative digital tools like virtual try-on features. As well as increasing convenience, this omnichannel approach creates consistent brand interactions that make customers feel understood, regardless of how they choose to engage. ### Data-Driven Personalization When you have direct access to customer data, you'd be crazy not to use it to create hyper-personalized experiences that delight customers. Stitch Fix took this approach, analyzing customer preferences, purchase history, and body measurements to create personalized styling recommendations that feel like having a personal shopper in the comfort of your home. The more relevant your interactions, the stronger your customer relationships become — it's that simple. ### Context Relevance Another way to drive relevance is by matching the advertising format to the user’s environment and device. As Realize advertising sales manager Ari Del Rosario points out, high-end electronics brands are finding success by moving away from the "category clutter" of social media. By using vertical video ads on the open web, these brands reach consumers while they are engaged with premium editorial content—like a tech review or news article. This strategy creates a "mobile awareness, desktop conversion" funnel: capturing interest with immersive vertical video on mobile, then retargeting those high-intent users on desktop when they are ready to make a high-ticket purchase. By meeting the customer where they are with the right content for the right device, brands can break through ad fatigue and build the technical trust necessary for a sale. ### Subscription Models and Loyalty Programs Implementing subscription options is basically getting customers to sign up for a steady relationship with your brand, instead of constantly chasing new first dates. Companies like Dollar Shave Club cracked this code by making recurring purchases seamless and beneficial for both parties — customers get convenience, while businesses enjoy stable revenue. Complementing this approach with thoughtful loyalty programs and helpful, engaging content that actually rewards repeat business keeps customers satisfied and entices them to come back for more. ## D2C Marketing Trends to Watch in 2025 ### Social Commerce Integration Social commerce is where consumers buy from D2C brands directly off social platforms. According to eMarketer, TikTok Shop’s gross sales have crossed a whopping $1 billion monthly (yes, monthly) since July 2024. What’s more, about half of social shoppers on the platform buy something there at least once a month. That’s more frequent than Facebook, Instagram, or Pinterest, eMarketer found. ### Focus on Sustainability and Values Modern consumers are more intentional about making purchase decisions that align with their personal values, particularly when it comes to sustainability and social responsibility. D2C brands that authentically demonstrate commitment to these values can differentiate themselves in competitive markets and build deeper connections with like-minded consumers, who increasingly expect brands to take meaningful stands on social and environmental issues. ### Flexible Payment Options Digital payment services like Buy Now, Pay Later are gaining popularity, with the market expected to reach $39 billion by 2030, growing annually by a rate of 26% until then. Meanwhile, mobile wallet transactions are expected to surpass $10 trillion globally this year, up from $5.5 trillion in 2020, according to a Juniper Research study. These payment advancements are critical for D2C brands selling higher-priced products. By offering flexible, diverse payment options that accommodate different consumer preferences, D2C brands can boost their conversion rates and expand their customer base. ### AI and Automation in Customer Experience Artificial intelligence tools and automation technologies are changing how D2C brands engage with customers across the entire purchase journey. From predictive recommendations to smart warehouse solutions, D2C brands are seeing positive returns in cost optimization and creating positive customer experiences. ## Key Takeaways The D2C model provides brands with direct control over customer relationships, data collection, marketing, and the overall brand experience, with 82% of manufacturers reporting improved customer relationships through direct selling. Successful D2C strategies leverage first-party data for hyper-personalization, with effective personalization reducing marketing costs by 10-20% while boosting conversion rates by 10-15%, according to MoEngage. ## Frequently Asked Questions (FAQs) ### What is D2C vs. B2C? In a D2C (direct-to-consumer) model, manufacturers and brands sell products directly to consumers through owned channels without any third-party middlemen. In contrast, the B2C (business-to-consumer) model relies on selling to consumers through intermediaries such as retailers, marketplaces, or other third-party channels. ### Is Amazon a D2C or B2C? Amazon operates as both a B2C and a marketplace platform, but isn’t strictly a D2C business. As a B2C platform, Amazon is an intermediary marketplace where thousands of brands sell to consumers through the Amazon website. However, Amazon has its own private label brands (like Amazon Basics) that it also sells directly to consumers on its platform. It directly develops, markets, and sells its products to consumers. Many D2C brands also use Amazon as an additional sales channel, creating a hybrid approach that blurs the usual boundaries between these two business models. ### Is D2C the same as dropshipping? No, D2C and dropshipping are completely different business models with separate approaches to inventory and brand control. While D2C brands design, manufacture, and sell their own unique products while keeping control over the entire supply chain, dropshipping businesses don’t create or hold inventory, but instead serve as marketing intermediaries who forward customer orders to third-party suppliers. --- ### Lead Nurturing: How It Works, Benefits, Measurements URL: https://www.taboola.com/marketing-hub/lead-nurturing/ Last Modified: 2025-06-03 12:12:32 Lead nurturing builds relationships with potential customers by sharing relevant content and guiding them through the sales funnel. Here's how it's done. Leads are potential customers that could become customers or clients down the road. Lead nurturing involves building relationships with these potential customers, spending time, energy, and resources to increase trust so when the time is right, they turn to you for your product or service. Getting someone’s contact is “just the beginning,” says Lindsay Marty, founder and CEO of Above the Bar Marketing. “Lead nurturing is what really drives conversions. The challenge is helping that person feel understood, supported, and ready to take action. Every follow-up should make things clearer for the lead and move them closer to becoming a client.” ## What Is Lead Nurturing? Lead nurturing is the process of developing and maintaining relationships with potential customers, or leads, at every stage of the sales funnel, with the goal of guiding them toward making a purchase decision. Instead of pushing for an immediate sale, lead nurturing focuses on providing relevant information, maintaining visibility, and identifying when they're ready to buy. To cultivate those leads, it’s important for marketing teams to develop a concrete strategy for each stage. Here are the steps for doing it effectively. ## How Lead Nurturing Works: Four Stages From the first minute your business connects with a lead, to the moment they become a loyal customer, lead nurturing involves specific steps for success. By completing each of these, you will have a better conversion rate in time, and customers that trust you even more when they do convert. “Acquiring leads is one thing,” confirms Nicolas De Resbecq, marketing expert and CRO specialist at Oppizi. “Engaging them and leading them to conversion is where the real battle lies. In B2B, the lead-nurturing process tends to be longer: Individuals are making a business decision, so there is more information and assurance that is needed.” Here are the steps to convert your leads into loyal customers: ### Step 1: Build Awareness of Your Brand People can’t choose your business if they don’t know you exist. So, the first stage of lead nurturing is getting on their screens through ads, in their inboxes with newsletters or outreach emails, or physically in front of them. Only once a lead becomes aware of your business can they move to the next stage of becoming more interested in what you have to offer. ### Step 2: Pique Interest Now, it’s time to stand out against the competition by using multiple touchpoints to show leads just how beneficial your products or services can be to their business or life. This outreach doesn’t have to be direct or intense, but rather a process of trust-building as you pique the interest of your leads, nudging them towards a more serious consideration phase. You might achieve this through contests, engaging images or posts, ads that grab their attention, and other touchpoints that make them look twice and reconsider what you’re about, and what you have to offer. ### Step 3: Be Valuable In the Consideration and Evaluation Phase Leads may well look to you for advice in this stage, presenting you with an opportunity to add value, serving as a wayfinder or teacher as they make their decision. During the evaluation stage, you can provide helpful and in-depth information in the form of blog posts, whitepapers, video explainers, and more. ### Step 4: Time to Convert Make your final outreach to your leads by proposing a clear and irresistible offer that leads to conversion. During the conversion stage, you can be helpful by ensuring there are no hiccups that cause potential customers to reconsider as they’re onboarding or purchasing, e.g., due to technical or logistical issues with checkout. “A good plan has to span the entire path from first contact to purchase,” says De Resbecq. “That involves defining what content or message aligns with each step, determining what group controls each piece, and having discernible measures to monitor effectiveness. If conversions are the desired end result, don’t monitor just opens or clicks, measure how each touch contributes to the point of purchase.” So, instead of guessing what you need to further develop at each stage, look to the data — or hire additional resources and tools to generate the data — to figure out what touchpoints are working and which need to be improved. ## Lead Nurturing Benefits ### Higher Conversion Rates You will see more leads converting with much less effort on your part if you have an effective lead-nurturing system and strategy. This ultimately leads to more profit and a more streamlined marketing system. ### Increased Brand Loyalty If you’re taking your time on initial touchpoints, you will have customers that trust you long before they even sign their first contract or make their first purchase. This pays off when they are still loyal customers a decade later because of the work you did up front. ### More Referrals Those loyal customers are also more likely to tell their friends about your product or service. They’ve learned to trust you in the initial stages of lead nurturing, and are more likely to mention you to others sooner. ### Fewer Lost Leads Early In The Marketing Cycle Some marketing teams depend too much on expensive touchpoints, and might lose their leads early in the process. Also, those who skip steps might lose potential customers before they have a chance to learn the potential benefits of your brand. ## What Do You Need to Begin Nurturing Leads? To begin nurturing leads, you need a system for finding and identifying the most optimal leads for your offers. This can be a technology tool or service that does it for you (more on that below), a skilled marketing team, or a DIY effort as a marketing manager. You will also likely need a budget for building meaningful touchpoints, whether it’s for a social media manager or new campaign, or to purchase new advertising. ## What are Effective Lead Nurturing Strategies for B2B? ### Education Sometimes, leads don’t even know why they need your product or service. You can answer this for them through education. “Within the B2B space, I always aim to create value from the onset by providing educational materials, presenting case studies, and delivering a personal outreach for every lead,” says Kyle Sobko, CEO of SonderCare. “This helps create trust gradually as we guide our leads through the sales funnel.” B2B marketing might involve more specialized educational materials than B2C, so investing in content strategy and high-quality content such as whitepapers helps build trust in the lead-nurturing stages. ### Email Sequencing A well-timed email campaign can convert leads at multiple points in the process. “Email sequences based upon where a person is in the funnel are effective,” says De Resbecq. “If a prospect viewed a whitepaper, the subsequent follow-ups should dive deeper into that same subject, not a generic product promotion. Timing also works in your favor: You don’t want to send too much, but you also don’t want to let the lead drop cold. A CRM (customer relationship management system) that includes automating based upon lead action will make this work.” ### Personalization Nobody wants to feel like they’re getting pushed through a generic process just for their money. So, don’t rush it, and personalize the touchpoints wherever possible. “In B2B, the time frame is longer, but the quantity is larger. The technique that works here is personalization at scale,” De Resbecq says. “Product suggestions based on browsing or retargeting with ads that feature abandoned items can push a person to do something. The key is to make them think that the message is personal.” ### Lead Scoring Don’t spend all of your time and resources on a lead that might not convert. De Resbecq calls this an “essential element” of lead nurturing. “You need to direct effort where there is actual potential,” he says. “A basic model would have points awarded based on email opens, clicks, visits to the site, and filled-in forms. You'll have to refine it over time, based upon what actions actually result in conversions within your business.” Marty adds that, “Clear actions are more important than flashy words. We use lead scoring like this: If they open emails, download a guide, or attend a webinar, they earn points. Once a lead hits a certain score, our intake team gets a message to call them. This system helps us focus on the most interested leads without wasting anyone’s time.” ### Timing Just like timing that perfect text to follow up after a first date, you have to pay attention to the ideal timing to reach out to leads for the next step. Keep in mind that B2B marketing can sometimes take months, or even years, compared to B2C, which can be days or even minutes in some cases. So, consider those longer sales cycles when you make plans. “While many marketers rely on automated workflows, we have found that a more tailored approach to timing, based on lead behavior, is far more effective,” says Sean Clancy, managing director of SEO Gold Coast. “If a lead has interacted with specific content, we delay the follow-up and send them a more advanced piece of content, like a webinar, rather than an immediate sales offer. This strategy goes beyond typical lead scoring and dives deeper into understanding the mental state and readiness of each individual lead.” ## What are Effective Lead Nurturing Strategies for B2C? Unlike B2B marketing, lead nurturing in B2C can mean quicker cycles, more impulsive decision-making, and behavior-driven strategy. However, it differs based on industry and company. Here’s what to consider if you’re focusing on B2C: ### Clue In to Shopping Behaviors B2C consumers often respond to quicker, emotional, or entertainment-based marketing efforts to make their decisions, as opposed to some of the longer and more analytical aspects of B2B marketing. So, research and lean into those B2C consumer shopping behaviors. Maggie Swift, co-founder and CEO of Unframed Digital, says that, “For B2C, we focus more on visual retargeting, interactive lookbooks, and personalized sequences tied to shopping behavior — like a cart view that leads to, ‘Which Pull Style Matches Your Cabinet Finish?’” ### Use Your Graphics It’s time to get visual. B2C consumers need something that will make them stop scrolling and look again. “It's all about eye-catching visuals, just-right SMS timing, and tapping into emotion,” says Matt Bowman, CEO and founder of Thrive Local. ### Tell the Story Clue your leads into the inner workings and results of your company, by getting better at storytelling. “In B2C, I've noticed trust taking center stage,” says Tomas Melian, SVP of marketing at DiabetesTeam. “People managing health conditions don’t respond to generic funnels. When we slowed things down and used email storytelling — patient voices, actionable advice, and light CTAs (calls to action) — we saw a 2.5x increase in sign-ups over our old, ‘faster’ funnel.” ## Advanced Lead Nurturing Practices ### Build a Genuine Relationship Advanced B2B marketers know how to build genuine relationships, where you care about the client’s success even if, in the short-term, it doesn’t mean more money for you. “One area of lead nurturing that’s often overlooked is the emotional connection you build with leads,” Clancy says. “B2B sales are often viewed as purely transactional, but creating a genuine relationship through storytelling can be a powerful tool. We’ve found success by focusing on the journey behind our clients' success stories.” ### Focus on Long-Term Outcomes Another advanced nurturing practice is to analyze data not just in the immediate months, but years down the road, to see how outcomes over time show your ability to play the long game. “Long-term, we stay in touch with simple monthly newsletters. We include helpful tips, short updates, and reminders for common legal questions,” says Marty. “One client sends a quarterly checklist — like what to update after a life event — and it keeps past customers engaged and even brings in referrals.” ## Automating Lead-Nurturing Processes ### Drive Cold Audiences to Discover Your Brand On Their Own First, to automate lead generation, you can use performance software to get specific content in front of the right decision-makers, utilizing a performance AI based on years of first party data to target potential customers and optimize creative in real time. ### Email Sequencing Use email trigger tools to send emails at various cadences, depending on the client and based on the specific stage they’re at. Track your data — subscribes and unsubscribes, open rates, click through rates, conversion rates, etc. — and make adjustments from there. ### Lead Segmentation You want to stay organized with your cold and warm leads before starting the lead-nurturing process. You can choose an automated lead segmentation tool or do it yourself. Organize the leads by their size, potential budgets, behavior, touchpoints they’ve interacted with, job titles, industries, and other notable interests. Some tools allow you to automate assigning leads to these various categories for easier organization and engagement. ### Retargeting Once your leads have interacted with some of your content, you retarget warm leads that started to interact with a touchpoint but didn’t convert yet. Helping them through the consideration phase with retargeting, such as sharing lead magnets like webinars, case studies, eBooks, articles, and other content, can give them more information to make their decision. ### Help Them Make It Over The Line In the final stages of lead nurturing, you can help close the deal through automated SMS/email reminders for booking calls or making purchases. You can use calendar-based tools like Calendly to automate the process of reminding them and getting them booked, or ActiveCampaign for finalizing those last steps. You can also consider sending personalized materials such as a case study with clear results, to help make the decision. Finally, you can automate next-step triggers if someone downloads a rate sheet, pricing guide, or offer. You can also reengage them if they stall in the process through reminder emails or texts after a delay. ## Personalization and Customization Tactics ### Analyze the Behavior of B2B Leads in Your Industry When and where are your clients most likely to engage with your material? What motivates them? If you aren’t sure, do some research and surveying before making expensive guesses. Consider what’s next with each missed touchpoint attempt — if they didn’t open an email, consider moving to SMS, changing the subject line, or going another route. If they check out your pricing information, send a follow-up, personalized proposal, quote, or email to see what questions they have or to share a competitor analysis to show your own competitive pricing. ### Mix Behavior with Industry “Mix what they do online (clicking links, visiting pages) with who they are (their job, their industry),” Bowman says. “Smart marketing includes sending messages when people take specific actions, using several communication channels together, asking for information bit by bit, and making different content for different audience groups.” ### Use First-Party Data to Focus on Their Needs You can use first-party data responsibly to help inform the lead-nurturing process. Integrate this data into your CRM for easier access and management. Ensure leads are seeing buyer stories and case studies that accurately show similar narratives to their own problem, and demonstrate the solution you provide. ## How to Measure and Optimize Your Lead-Nurturing Process So, what data should you be watching? To truly measure and optimize your lead-nurturing process, you need a strategy built from that data. Here are some common concerns to address: ### How Do I Measure the ROI of My Lead Nurturing Efforts? First, determine what types of leads you will be measuring. For example, you may want to distinguish between your ROI for marketing qualified leads (MQL) versus sales qualified leads (SQL) rather than mixing results together. You also might consider measurements around the average time to conversion rate, the size and impact of the closed deals, and the resources necessary to complete the strategy versus what you are getting in return. ### What Are Common KPIs for Lead Nurturing Campaigns? The KPIs you need to measure are your click rates, email unsubscribe and subscription rates, total costs with each stage of the nurturing process, advertisement costs versus return on investment, and resources spent on lead nurturing content, such as eBooks or newsletters, compared to their engagement rates. You can look at other common KPIs, too, such as bounce rates, to determine where you might be losing opportunities with leads. ### How Can I A/B Test My Lead Nurturing Strategies? A/B strategies involve testing two different processes against each other to determine which leads to a higher conversion rate. Don’t introduce too many different variables in each test so you can more easily understand what’s working and what’s not. Also, conduct A/B tests over a reasonable period of time. ## Lead-Nurturing Tools and Technologies You don’t have to go through the lead-nurturing process alone — smart marketing teams rely on tools and technology to make it easier. Consider these: ### HubSpot Swift uses Hubspot for lead segmentation and scoring. Sobko also likes how the platform helps him watch the lead journey while he navigates a variety of conversations: “I can simply automate an email, track for opened and unopened emails, and complete all of this in a matter of seconds,” he says. ### Klaviyo For e-commerce automations, Swift uses Klaviyo paired with Hubspot. Other marketers appreciate Klaviyo’s lead-nurturing tools, which are focused on segmentation and targeting, as well as their automated workflows, real-time tracking of behavioral triggers, and other tools. ### Hotjar Along with UTM-tagged click data, Swift says Hotjar helps “optimize which mid-funnel pieces actually move leads forward.” ### Realize Performance advertising platforms can help you create meaningful touchpoints at various phases of lead nurturing, via tools like its GenAI Admaker and Social Importer. It also allows you to ensure you show ads to the right audience at the right stage, thanks to its unique matchmaking AI that targets potential customers based on their online behavior. ### ActiveCampaign Some B2B marketers turn to this tool for email marketing and automation along with CRM integration, site tracking data, and other metrics. ## Key Takeaways Creating an effective lead-nurturing strategy helps to build relationships that convert leads to customers. Use high-quality content and other touchpoints to provide assistance with their decision, focusing on what differentiates you from the competition. “At the end of the day, the best lead-nurturing strategy is simple: Be helpful, stay consistent, and watch the data,” Marty says. “You don’t need fancy language or over-the-top designs. Just offer real value, respond quickly, and show that your firm is ready to help. That’s what turns leads into loyal clients.” ## Frequently Asked Questions (FAQs) ### What is the difference between lead nurturing and lead generation? Lead generation is largely about identifying the people you want to reach out to, while lead nurturing is beginning to engage with those leads. “I’ve run campaigns that drove hundreds of leads in a week, and honestly, most of them went nowhere,” Melian says. “I've discovered that lead generation is the invitation, whereas nurturing is the actual conversation.” ### What is a lead-nurturing CRM? A lead-nurturing CRM is a customer relationship management system that helps you track, manage, improve, and build relationships with your leads, throughout the entire lead-nurturing process. This starts as soon as you identify a potential lead, and carries through until they are a fully engaged and consistent buyer. CRMs help with lead scoring, segmentation, tracking a lead’s spot in the pipeline, automating messaging and touchpoints, and producing the data that is necessary for decision-making. ### What is lead scoring? Lead scoring is a process by which you assign value to certain leads, based on how important they are to your business, how likely they are to convert, and how much they will lead to significant sales or engagements with your company if they do convert. The lead-scoring process helps marketing teams identify where to focus their resources. ### How can I create a lead-nurturing plan that drives conversions? Follow each step of the lead-nurturing process, utilizing technology to ensure you’re focusing on the most important aspects and looking for gaps in your lead-nurturing plan. With consistency, patience, and a concrete strategy, you will see the fruits of your efforts in the loyalty of long-term clients and customers who are happy to refer others. --- ### B2C Marketing: Definition, Challenges, Trends URL: https://www.taboola.com/marketing-hub/b2c-marketing/ Last Modified: 2025-05-20 08:51:33 Learn how B2C (business-to-consumer) marketing can help grow your brand, how to navigate common challenges, and how to design your performance marketing strategy. The B2C, or business-to-consumer, marketing model is highly popular, and depending on how your business is structured, it may make the most sense for you. To maximize the effectiveness of your marketing, you’ll need to understand the differences between B2C marketing and B2B marketing, as well as the challenges that come with the B2C model and how to design your marketing strategy to overcome those challenges. ## What Is B2C Marketing? B2C marketing is an approach in which businesses sell products or services directly to consumers. Both online retailers and brick-and-mortar businesses use B2C marketing, which involves acquiring and retaining customers, and it often uses emotions, like desire, to drive sales. ## The Difference Between B2C vs. B2B While B2C marketing focuses on selling products or services directly to consumers, a B2B, or business-to-business, marketing approach involves selling products or services to businesses. There are several key differences between these marketing models: ### Audiences B2C and B2B marketing are designed to reach different audiences, with B2C marketing reaching a wide swathe of potential customers, most of whom will make the decision to convert (or not) quickly, with minimal touchpoints, depending on the price of the product or service on offer. B2B marketing focuses on a more specific audience, often decision-makers in other businesses, and generally requires a longer, more involved funnel. This audience is naturally smaller than a typical B2C audience. ### Purchase Volumes There’s a significant difference in the common purchase volumes of B2C and B2B marketing. B2C purchases are often a smaller volume, maybe even a single product, while B2B marketing purchases are much larger, and might involve ongoing subscriptions or plans for additional future purchases or upgrades. ### Marketing Strategies Since B2C and B2B marketing focus on different audiences, the strategies also differ. B2C marketing often centers on buyers who make relatively quick buying decisions. They’re likely to make a purchase soon after learning about a brand or product, and their buying decisions are usually based on a need or emotion. As a result, B2C marketing often focuses on the audience’s pain points and makes emotional appeals, while also trying to make the purchasing process as quick and easy as possible. B2B audiences are making larger and more substantial purchases, so B2B marketing strategies focuses more on building relationships and trust, rather than driving an initial sale. This type of marketing often involves establishing ongoing lines of communication with prospects, answering questions, and providing personalized quotes and support. B2B audiences are likely to perform more research over a longer period of time than a B2C audience, so providing information and assisting them during the process is a large part of B2B marketing. ## Challenges of B2C Marketing ### Reaching the Right Audience For B2C marketing to be effective, it needs to reach your target audience, and be crafted in a way that will appeal to them. That process starts with defining and understanding your audience, including their demographics, pain points, and the marketing channels they already use. You can gain insight by reviewing data on your current customers, and creating buyer personas to help you better identify and envision your target audience. Once you’ve identified your audience, you’ll need to personalize your marketing as much as possible so that it resonates. It’s also important to carefully choose your marketing channels so that you reach your target customers where they are. You may need to test different marketing strategies, messages, and channels to find what works best for your campaign goals. ### Converting Leads Lead conversion can be a challenge in B2C marketing, and getting potential buyers through that last step of checking out remains difficult: The average online shopping cart abandonment rate worldwide in 2025 is 70.19%. To combat this, it’s important to make your checkout process as smooth as possible. Eliminate any unnecessary fields from the checkout process and make sure that your website is optimized for mobile (Capital One Shopping research reports that 57% of e-commerce sales come from mobile devices globally). Implementing cart abandonment reminder emails and offering discounts to shoppers may prompt them to complete their checkout process, converting them into paying customers. ### Data Management B2C marketing can generate large amounts of data, and that data can inform marketing decision-making. But, businesses need to determine how to collect, organize, and use that data, at least in part to be sure they’re complying with privacy laws. Choosing a performance marketing platform that’s designed to leverage first-party data can help businesses connect with their audiences and drive sales. That platform should also have user-friendly tools for campaign management and optimization, which can empower a business to craft effective campaigns and scale its marketing efforts. ### Delivering an Optimal Customer Journey The marketing customer journey, which includes all of the interactions a potential customer has with your business, shapes their perception of your brand. It’s essential to create an optimal journey that encompasses different stages and touchpoints, helpfully leading the customer from their discovery of your business to the moment they make a purchase. Creating a customer journey map outlining those steps can help ensure you’re including all of the phases necessary in your marketing process. ### Competing With Other Brands Businesses often face steep competition in B2C marketing, making the landscape particularly challenging for small businesses. Larger brands with more substantial budgets have more marketing power, so smaller businesses need to find unique ways to stand out. There are several ways to accomplish this: Businesses can focus on crafting an engaging story and branding, e.g., highlighting the individuals behind the brand to create a more personal engagement with customers. Businesses can also find creative ways to provide value, such as through webinars or tips and information that their audience would find useful. Developing relationships with their audience and creating a sense of community can likewise drive brand loyalty and make a business stand out. ## How to Design a B2C Marketing Strategy Designing a B2C marketing strategy requires a deep understanding of your target audience and what will motivate them to purchase your product or service. There’s no one-size-fits all approach that works for every business, but these steps can help you design an effective strategy. ### Define Your Audience The better you can define your target audience, the better you’ll be able to craft a marketing strategy to connect with them. Review data on your current customers to better understand who makes up your customer base, and consider running surveys or holding focus groups with customers to better understand their backgrounds, pain points, and motivations to buy from you. Get specific with your target audience data, including details on demographics, income, purchasing behavior, interests, and the marketing channels they use. This detail will help guide your marketing strategy. ### Identify Your Marketing Channels Consider the marketing channels where you’re likely to find your target audience. These channels can range from social media and email marketing to print ads and direct mail. Identify which channels you want to focus on and develop a strategy for each channel. It’s important to familiarize yourself with the challenges and benefits of using each channel, and also consider the budget you’ll need for each. Be prepared to perform channel testing to further inform your marketing strategy, so you can identify which channels and which messages are giving you the best results. ### Design Messaging That Appeals to Emotion When it comes to crafting messaging for B2C marketing, appealing to buyers’ emotions is a solid technique. Emotion can help motivate decisions to buy, especially since B2C audiences often make decisions to purchase promptly and with minimal research. This is a good time to establish a unique and engaging brand tone that will be present in all of your marketing materials. ### Make Your Website Easy to Navigate Be sure to invest plenty of time working on your website and make sure that it’s simple for your audience to navigate. Your website needs to be visually appealing, well-organized, and easy to understand. It should clearly present the information your customers will want and need, and should be accessible to mobile users, too. Focus on the checkout process and make sure that the site accepts multiple popular and trusted payment options, like PayPal and Venmo. Do plenty of troubleshooting to make the checkout process as easy as possible, which can help reduce cart abandonment rates and increase your conversions. ## Future Trends in B2C Marketing ### Artificial-Intelligence (AI)-Assisted Marketing AI is rapidly shaping and enhancing B2C marketing. Thanks to AI, your business can access predictive analytics to refine your strategy, performing detailed behavior analyses to better understand your target audience and crafting marketing messages to engage with them, tailoring dynamic content to individual customers’ interests and buying habits, and more. These are just a few of the ways that marketers are already using AI, and this technology is sure to allow for even more powerful marketing capabilities in the coming years. ### Social Commerce As social media platforms have evolved, they’ve become shopping platforms themselves. Shoppable posts and live shopping experiences are meeting your audience where they already are, providing an easier and more efficient checkout experience. Social commerce has removed some of the barriers and hangups that are inherent with directing traffic to your site, making it easier to convert leads. ### Short-Form Video It’s hard to ignore the growing power and use of short-form video. Platforms like TikTok and Instagram Reels have allowed marketers to rapidly reach large audiences, especially when content goes viral. Your business can use short-form video to personalize your brand, deliver valuable informative content, increase social media engagement, and portray products in a captivating way. Investing in short-form video creation is an excellent way to create valuable content that you can use for multiple marketing purposes. ### Personalized Interactions Personalized interactions during the customer journey are becoming more important, and customers will soon come to expect these. For example, you can use data analytics to tailor product suggestions to customers based on their past internet activity and buying habits, and chatbots can provide more responsive and personalized support, even when live customer support isn’t available. Some advertising platforms even use predictive AI to target users by intent, rather than just identity, analysing audience behavior and calculating which ones are most likely to buy. ## Key Takeaways B2C marketing is a highly common and versatile marketing structure, and it’s the foundation of many thriving e-commerce businesses. Marketing directly to consumers offers many benefits, including an opportunity to build a relationship with your customers and boost customer loyalty. ## Frequently Asked Questions (FAQs) ### What is B2C product marketing? B2C product marketing is the process of marketing and selling products directly to consumers. For example, a small business owner producing water bottles could market their product directly to consumers by building a following on social media, advertising on websites, building an email list to reach potential customers through email, and more. ### What is an example of B2C? Amazon is a prime example of B2C marketing. Amazon’s business is structured on marketing directly to consumers, and that marketing strategy encompasses strategies like social media, influencer marketing, paid digital advertising, and more. ### What is the most popular B2C performance marketing software? There are many popular B2C performance marketing software options available, but rather than choosing the most popular platform, it’s important to select a platform that works best for your business and your marketing needs. When choosing performance marketing software, look for a platform that works from robust first-party data to maximize ROI, uses AI to optimize targeting and creative in real time, and gives you access to user-friendly tools for effective campaign management and optimization. --- ### ChatGPT: Features, Benefits, and Marketing Applications URL: https://www.taboola.com/marketing-hub/chatgpt/ Last Modified: 2025-08-10 08:56:19 Discover how ChatGPT works, its many real-world applications for marketers, and what, exactly, the latest updates mean both for businesses and everyday users. ChatGPT, an artificial intelligence tool, was the “shot heard around the world” when its GPT3.5 model was released to the public on November 30, 2022. Created by OpenAI, a San Francisco-based research group launched in 2015 that counts Elon Musk and Sam Altman among its founders, ChatGPT was the first generative AI tool to come into wide use for the general public. (The term “generative” refers to the chatbot’s ability to create original text, images, and videos based on user prompts.) People couldn’t decide whether ChatGPT was the best or worst thing that had ever happened to their industry. Students loved that they could generate entire papers in seconds; teachers hated it for the same reason. Doctors both loved and hated how competent it was at diagnosing illness based on symptoms and the patient profile. Many industries — including marketing — were excited that it could be used to automate mundane tasks, but were also worried that AI would replace their jobs. Its “wow” factor, of course, was that you could enter prompts in normal, idiomatic full sentences and the bot would reply in equally normal-sounding full sentences. It marked the mainstreaming of AI technology, and for the first time the average person could see for themselves what the benefits and dangers of AI could be. In this article, I’ll examine what ChatGPT does, how it works, how it can be used, and how marketers can use it to their advantage. ## What Is ChatGPT? Let’s start with the GPT part. An acronym for Generative Pre-trained Transformer, you can think of GPT as a Google search engine on steroids. To break down the three components of the acronym: ### Generative It generates original content. ### Pre-trained It has been front-loaded with data and its algorithms are already poised to respond to your prompts without the users having to train it themselves. ### Transformer Not to be confused with the types of transformers used in electrical circuitry, “Transformer” in this context was introduced by Google in 2017. According to the company’s official literature, a Transformer is “a novel neural network architecture based on a self-attention mechanism that we believe to be particularly well-suited for language understanding.” In other words, it processes all the words in a sentence or text all at once instead of one at a time, allowing it to parse meaning more quickly and with greater accuracy than preceding technology allowed. ChatGPT is a conversational AI model built by OpenAI, based on the GPT architecture. While GPT technology is not proprietary to OpenAI, ChatGPT is.  As described on OpenAI’s official site, ChatGPT “interacts in a conversational way. The dialogue format makes it possible for ChatGPT to answer follow-up questions, admit its mistakes, challenge incorrect premises, and reject inappropriate requests.” The distinguishing characteristics of ChatGPT — what makes it revolutionary from the user’s POV — are its machine learning (ML) capabilities and its large language model attributes (LLM): ### Machine learning A way for computers to learn from data and make decisions or predictions without being explicitly programmed. It’s like teaching a computer to recognize patterns and improve over time, similar to how humans learn from experience. ### Large language model A type of machine learning system trained on vast amounts of text to understand and generate human-like language. It’s like a hyper-intelligent chatbot that can answer questions, write stories, or have conversations by predicting which words come next. ## How Does ChatGPT Work? ChatGPT is trained on vast datasets of text to predict and generate human-like responses. It processes user inputs, interprets context, and delivers relevant outputs. Fine-tuned for conversational tasks, it continuously improves through user interactions and updates, ensuring accuracy and adaptability across diverse applications. But hey, why not go to the source itself? Here’s what happened when I asked ChatGPT to define itself and asked one follow-up question: ## What Are the Benefits of ChatGPT? ChatGPT offers numerous advantages, making it a go-to tool for various industries. ### Enhanced Productivity ChatGPT automates repetitive tasks like drafting emails, generating reports, or answering frequently asked questions (FAQs), freeing up time for strategic work. For marketers, this means more focus on campaign planning and audience targeting. ### Cost Efficiency By streamlining workflows, ChatGPT reduces the need for extensive human resources in tasks like content creation or customer support. Businesses can achieve high-quality outputs without significant investments in additional staff or tools. ### Scalability ChatGPT handles large volumes of queries or content generation, making it ideal for businesses scaling operations. Its versatility supports applications from small startups to global enterprises. ## Considerations When Using ChatGPT While powerful, ChatGPT has limitations and ethical considerations that users must address. ### Accuracy and Verification ChatGPT may occasionally produce inaccurate or biased outputs. Users should verify critical information, especially in professional settings, to ensure reliability. Out-of-Date Material ChatGPT does not have up-to-the-minute updates in real time. To find out what the current knowledge cutoff date is for the version you are using, simply type in, “What is your knowledge cutoff date” into the ChatGPT prompt. For example, I entered this prompt on April 28, 2025: ### Data Privacy When using ChatGPT, sensitive data shared in prompts may be stored or processed. Businesses should avoid inputting confidential information and review OpenAI’s privacy policies to understand data handling. ### Ethical Use Overreliance on AI-generated content can raise concerns about authenticity. Marketers, for instance, must balance AI use with human creativity to maintain brand integrity and avoid generic outputs. ## What Can Users Do With ChatGPT? ChatGPT’s versatility enables a wide range of applications for diverse users. ### Content Creation Users can generate blog posts, social media captions, or creative stories. ChatGPT tailors content to specific tones, styles, or audiences, simplifying the creative process. ### Task Automation From scheduling emails to coding simple scripts, ChatGPT automates routine tasks, boosting efficiency for professionals and hobbyists alike. ### Learning and Research Students and researchers use ChatGPT to summarize articles, explain complex concepts, or brainstorm ideas, making it a valuable educational tool. ## How Are Marketers Using ChatGPT? Marketers can harness ChatGPT to optimize their campaigns and engage audiences effectively. Here’s how: ### Content Marketing ChatGPT can enhance content marketing by automating content creation, optimizing strategy, and personalizing engagement. - Content creation: This is the low-hanging fruit, and the aspect you’ve most likely already experimented with. ChatGPT can generate blog posts, social media content, and ad copy quickly. It can also create charts, data visualization, videos, graphics, and infographics. - SEO: ChatGPT can optimize your content by identifying keywords and rewriting text for better rankings. It can also help you come up with SEO-friendly headers. You can refresh old content with ChatGPT-suggested improvements instead of always creating new material. ### Social Media ChatGPT can craft compelling captions, recommend trending hashtags, and even generate image or video content ideas that align with audience interests. It can also optimize the posts, depending on the venue. ### Customer Support Automation ChatGPT powers chatbots that handle customer inquiries, providing instant responses. This improves user experience while reducing support team workloads, enabling marketers to focus on strategy. ### Landing Page Text ChatGPT can be a powerful tool to help customize your landing pages for better conversions. You can use it to fine-tune existing pages or create multiple variations from the same content, helping you target different audiences more effectively. ## How Much Does ChatGPT Cost? ChatGPT offers Free, Premium, Pro, Team, and Enterprise plans: ### Free Gives you access to real-time data from the web with search, limited access to models GPT‑4o (as of this writing, the most sophisticated model), o4-mini (the “lite” or free version of GPT-4o), and deep research. Also gives limited access to file uploads, data analysis, image generation, and voice mode. ### Premium $20/month. Gives you access to all the features offered in the Free version but with greater access to research, uploads, etc. It also allows the user access to deep research and multiple reasoning models (o3, o4-mini, and o4-mini-high), as well as access to a research preview of GPT‑4.5, their largest model yet. ### Pro $200/month. Gives you access to all the Premium features, but with uncapped access; access to o1 pro mode, which uses more computing power to come up with the best answers to the hardest questions; extended access to deep research; and extended access to Sora video generation. ### Team $25-$30 per user/month. All the features in Pro, customized to your team’s workflow. Protects your data with multi-factor authentication, data encryption, and data excluded from training by default. ### Enterprise Custom-built, pricing on a per-case basis. ## Latest ChatGPT Updates OpenAI regularly enhances ChatGPT to improve functionality and user experience. To discover the latest information about updates, go to the official OpenAI site page that provides model release notes. ### New and Smarter Models OpenAI recently launched new versions of ChatGPT (like GPT-4.1 and GPT-4o) that are better at understanding questions, thinking through answers, and giving more detailed and accurate responses. ### Better Voice Conversations ChatGPT’s voice mode is now more natural and expressive, making conversations sound smoother and more lifelike. Some of the newest voice features are rolling out slowly, so they might not be available everywhere yet. ### Easier Connections to Other Apps OpenAI is making it easier to connect ChatGPT to other tools, like marketing software, customer service apps, and work platforms. This helps businesses use ChatGPT to save time and get more done. ## Key Takeaways ChatGPT is a versatile AI tool that enhances productivity, automates tasks, and supports creative and marketing efforts. While it offers significant benefits, like cost efficiency and scalability, users must consider accuracy, privacy, and ethical use. Marketers, in particular, can leverage ChatGPT for content creation, audience targeting, and automation, especially when paired with performance-focused AI ad platforms that optimize in real time. Staying updated on OpenAI’s advancements ensures users maximize ChatGPT’s potential. ## Frequently Asked Questions (FAQs) ### Who created ChatGPT? ChatGPT was created by OpenAI, a research organization co-founded by Elon Musk, Sam Altman, and others in 2015, focused on advancing AI technologies. ### What are the ethical concerns associated with ChatGPT? Ethical concerns include potential biases in outputs, overreliance on AI for creative tasks, and the risk of misinformation. Users should verify outputs and use ChatGPT responsibly to maintain authenticity. ### Is ChatGPT free? ChatGPT offers a free tier with limited features. Premium plans, like ChatGPT Plus, Pro, Team, and Enterprise, provide enhanced capabilities for a subscription fee. Find out more on OpenAI’s website. ### What is voice mode vs. advanced voice mode? Voice mode allows users to interact with ChatGPT via voice commands, enabling hands-free conversations. Advanced voice mode, available on select platforms, offers more natural speech, expressive tones, and faster response times, enhancing the conversational experience. --- ### Ad Agency: Your Partner for Reaching the Right Audience URL: https://www.taboola.com/marketing-hub/ad-agency/ Last Modified: 2025-05-20 08:34:16 Take a deep dive into the world of ad agencies, as we break down their departments, functions, and why companies hire them for strategic planning and more. Back in 2003, my college roommate and I would watch TV together and constantly mock the ads, picking them apart and noting how “we could do it better.” That’s what set me down the path into advertising. Fast forward to 2025, and I’ve been a copywriter for nearly 20 years, first going to school for it, then interning at different agencies, and finally finding my way in the employment world. One of the biggest changes I’ve seen over these past two decades is the shift from companies using ad agencies for all their creative needs, to building their own agencies in-house. When I started out, everyone was vying to get into a creative agency: In-house positions existed, but we craved the creativity of the ad agency environment, where you’d have multiple, external clients, instead of working for just one (and having them be your employer, too). This was around the time of Mad Men, so the mystique and glamor of agency life was well-publicized in the national consciousness. But, times have changed. Though I started off in the ad agency world, I’ve since moved to mostly in-house work, with a major benefit being that employment opportunities have expanded significantly. Instead of everyone fighting for a spot at the same agencies, in-house opened up way more options. All that being said, agencies are not only still around, but seem to be having a moment. With the current media landscape being as crowded as it is, standing out is harder than ever, and a full-service ad agency may be just what your business needs. So, let’s look at the ins and outs, and the strengths and weaknesses of it all. For this piece, I’ve enlisted the help of two experts: Kyle Sobko, CEO of SonderCare, who has worked with both ad agencies and internal teams over more than two decades in sales and marketing, and Aaron White, CEO and co-founder of the marketing platform Outbound. ## What Is an Ad Agency? Here’s how Sobko sums it all up: “An advertising agency plans and manages advertising campaigns across platforms like search, social, video, display, and broadcast. They handle creative direction, audience targeting, budget allocation, media placement, A/B testing, and ongoing performance optimization. Their role is to execute campaigns that meet defined goals, while coordinating all the moving parts across teams, platforms, and timelines. They work as both strategist and operator.” Agencies are a group of skilled professionals dedicated to linking products and services with the right audiences, and delivering the right message to grab their attention. They do more than just design eye-catching visuals or come up with snappy headlines and taglines, though — an ad agency steps up as your all-around marketing partner, offering their wide range of expertise to help businesses meet their goals, including things like boosting brand visibility, increasing sales, or even changing public perception after a negative incident. “An ad agency is a company that helps businesses create, plan, and manage their advertising efforts across various channels,” adds White. “It’s essentially a creative and strategic partner for getting a brand in front of the right audience.” Ad agencies are an entire external marketing team ready to reach the right audience you want. They bring the necessary knowledge, experience, and creative power to the table, crafting the brand's voice, personality, and visual presence, along with narratives that form an emotional connection. Smaller businesses who don’t have the budget to hire an in-house team can see big benefits from having a dedicated agency at their service, as can large companies who would rather outsource all the creative and data-driven metrics. ## What Does an Advertising Agency Do? “An ad agency handles everything from market research and creative concepting to media buying, ad placement, and campaign optimization,” says White. “It’s a full-service hub for brand messaging and promotion.” To say the least, they do a lot, and the responsibilities of an ad agency can be as diverse as the types of clients they serve. Overall, though, their primary function is to help businesses communicate effectively with their desired target audience, and getting to that goal together is where they really shine, as all the departments work in tandem. Here's a glimpse into the roles they all play, and why each one is important: ### Strategic Planning As a creative, we can’t just start thinking up ideas as soon as we get an account: We need planners to help us understand the client's business, target audience, market landscape, and objectives. They dive into the research, analyze the data, and develop the marketing strategies that serve as a map for everything going forward. The account planners create a brief, which lists important points like the brand's positioning, key messaging, and determining the most effective channels to reach the intended audience. As freeing as it may sound to “come up with anything” (and have an unlimited budget), having guidelines and guardrails to work within is especially helpful for the creative team. ### Creative Development This is where I’ve spent my entire career, often being the only copywriter on a team full of art directors. The creative department, at least from my point of view, is the heart of the agency. We’re responsible for thinking up and producing the attention-grabbing advertising across various media. This includes everything from memorable taglines and engaging sales copy, to designing and developing visual and video content. ### Media Planning and Buying Getting your message in front of the right people at the right moment is the goal of every client that’s pushing a product or service. You can have the perfect ad, with top-notch design and copy that does exactly what the client wants, but if it’s not reaching the right crowd, it falls flat and is quickly forgotten. The media team is all about identifying the best channels to send that message out into the world. Traditionally that's been through TV, online, social media, print, or outdoor placements, but in an ever-changing landscape, there’s always innovative opportunities popping up. They negotiate with media outlets to lock in the best rates, making sure the client's budget goes as far as possible while maximizing reach and impact. Think of them as the distribution experts, making sure the message hits home where it makes the most impact. ### Account Management The account managers are liaisons between us, the creative team, and the clients. We’ll most likely talk with clients at meetings and conference calls, but it’s the account people who are always in contact with them, ensuring smooth communication, managing projects, and building strong, lasting relationships. They go deep into understanding the client's needs, translating them into actionable tasks for the various agency teams, and keeping the client informed of progress and results. Creatives may get the recognition when a campaign is successful, but we couldn’t do it without the account team. ### Digital Marketing Having a solid online presence is essential nowadays. Many agencies have specialized digital marketing teams that take care of various tasks, including search engine optimization (SEO), pay-per-click (PPC) ads, social media management, content marketing, and email campaigns. They skillfully maneuver through the constantly changing digital world to assist brands in reaching consumers online and achieving digital success. ### Production Once the creative concepts are approved, which usually takes multiple rounds of back-and-forth edits, the production department takes the reins to bring them to life. This involves overseeing the creation of commercials, print ads, digital assets, and other advertising materials, ensuring they are produced to the highest quality standards, and stay within budget. Creatives tend to dream big, but it’s the production team that makes our vision a reachable reality. ### Research and Analytics Another area that helps us creatives significantly are the Research and Analytics team. Their insights spark ideas that often become entire campaigns. Throughout the process, R&A play a vital role, conducting market research to understand consumer behavior, tracking the performance of campaigns, and analyzing data to identify areas for improvement. This data-driven approach ensures that everything we’re doing is going to be effective and aligned with the client's goals. ## Benefits of Working with an Ad Agency Lots of companies have chosen to move everything in-house over the past few decades, so at this point, why would a business choose to partner with an advertising agency instead? “Working with an ad agency gives you access to specialized talent, fresh creative ideas, and media buying power you wouldn’t have in-house,” says White. “Plus, it frees you up to focus on running your business while experts handle the strategy.” Agencies can have more, and farther reaching, benefits that push a company's marketing success further than if they did it alone, such as the following: ### Expertise and Experience While it may take an in-house team some time to find their footing and assemble a group that works well together, agencies bring a wealth of specialized knowledge and years of experience right off, and in every department. They’re experts that are dedicated to each aspect of the advertising timeline, bringing a level of skill and insight that may be difficult for a company to replicate internally. ### Fresh Perspectives and Creativity In-house teams can often become “too close” to the project, since everything they do is for the same client. The benefit of that is a fast-track to learning about your own product’s offerings, but it can be hard to take a step back and see the big picture when you’re continuously working on the same company’s offerings every day. Agencies, however, have an objective, outside perspective, bringing fresh ideas and creative solutions. They’re not bound by internal biases or ingrained ways of thinking, allowing them to develop innovative and impactful campaigns that can cut through the clutter. ### Cost-Effectiveness It may sound backward, but working with an agency can be more economical than building and maintaining a full in-house marketing team. Agencies have established relationships with media vendors, often snagging better rates, and they can scale their services to meet the client's specific needs and budget. ### Access to Resources and Tools Agencies invest in the latest marketing technologies, tools, and research resources, providing clients with access to capabilities they might not otherwise have. ### Focus on Core Business By outsourcing advertising and marketing to an agency, businesses can free up internal teams to shift their skills to other strategic priorities. ## What are the Types of Advertising Agencies? There’s not just one style of advertising agency. In fact, there’s quite a few, and they can be pretty varied, with different types catering to a client’s unique requests. ### Full-Service Agencies These are the most all-in-one shops for your advertising needs. They provide a wide array of services, from strategic planning and creative development to media buying and digital marketing. Basically, they can take care of all the big stuff that clients might need on their advertising journey. ### Specialized Agencies When you need a specific niche, like digital marketing, social media, public relations, or even healthcare advertising, call on a specialized agency. Their deep knowledge and focus in a particular area can be a game-changer for clients with special requirements. ### Creative Boutiques Usually smaller in size, these agencies are all about creative development. They come up with fresh and impactful advertising ideas and often collaborate with other agencies for media buying and additional services. But, creative is at the center of it all. ### Media Buying Agencies If your creative is all ready to go, where to put it is the next step, and that’s where a media buying agency can be helpful. They’re experts in planning and purchasing media space (and time) for clients, and usually have strong connections to media vendors, allowing them to get better buying options than if you go it alone. ### In-House Agencies While technically part of a client’s organization, larger companies sometimes set up their own internal advertising teams to manage their marketing needs directly. I’ve worked on plenty of these teams and it has its advantages, like being fully immersed in the product and company, compared with being at an agency where I’d be working on multiple different clients. ## Common Ad Agency Services Ad agencies offer a wide array of services, the main ones being: - Brand strategy and development. - Market research and analysis. - Creative concept development and execution (copywriting, graphic design, video production). - Media planning and buying (online and offline). - Digital marketing (SEO, PPC, social media, content marketing, email marketing). - Website design and development. - Public relations and communications. - Campaign management and optimization. - Performance tracking and reporting. ## Key Takeaways Advertising agencies do so much more than just brainstorm creative ideas: They’re strategic partners, helping businesses navigate the increasingly complex world of marketing, and connect with their target audiences effectively. The skills and services they offer help brands achieve their goals, whether it's enhancing visibility, driving sales, or a specialized request that a company can’t do alone. Agencies craft compelling narratives, choose the right media channels, and analyze a campaign’s performance for the best outcome possible. A lot has changed since the days when Mad Men was set (and even since the days when the show aired), but one thing is still true as ever: Ad agencies play a crucial role in the modern marketing landscape. ## Frequently Asked Questions (FAQs) ### What is the future of ad agencies? The process of creating and launching a campaign isn’t as simple as it used to be. Going forward, agencies will need to be flexible and embrace new technologies if they want to stay current and make a real difference. Along with that, expect to see more teamwork and specialization within the agency landscape. “The future of ad agencies lies in AI and data. Agencies that can move fast with changing platforms, and leverage AI in their workflows, will thrive,” says White. The evolution of agencies is already happening, and is quickly moving toward strategies that are more focused on data, personalized advertising, and a seamless mix of online and offline channels. “I believe we will see a structure more similar to software-as-a-service (SaaS) — monthly subscriptions, embedded teams, transparent reporting, flexible scopes,” says Sobko. “We are currently still testing the model of being an embedded partner, working like an extension of our growth team by opening Slack channels and sharing access to their dashboards and KPI reports on a weekly basis, etc. They are not pitching us: They are inside the business. It’s not fancy, but I see that’s the direction we are going — far less presentations and reporting, just execution and quicker feedback loops for accountability.” Sobko adds that, “I’ve had a front-row seat to the agency model’s transition over the years. It’s not about flashy campaigns anymore. The agencies that are going to stay relevant are the ones who demonstrate real-time data, and who can affect a company’s operations — not just advertising creative.” ### What are the Big 4 advertising agencies? When you hear the term "Big 4," it’s most likely referring to the four largest advertising holding companies globally, which own numerous individual agencies (or if they don’t already own, will probably acquire them soon). These are generally considered to be: - WPP: A multinational communications, advertising, public relations, technology, and commerce company. - Omnicom Group: A global advertising, marketing, and corporate communications company. - Publicis Groupe: A French multinational advertising and public relations company. - Interpublic Group of Companies (IPG): An American multinational advertising agency holding company. ### Do ad agencies make money? Even though they’re not a company’s only option for launching a campaign anymore, they absolutely still make money. At the end of the day, ad agencies are businesses that generate revenue through various means. “There are a few different ways ad agencies make money,” says White. “Some charge service fees, retainers, commissions on media buys, or even performance-based models. The most successful ones create long-term partnerships by delivering results, not just ads.” Some revenue models include: - Commission-based: Historically, agencies earned a percentage of the media spend they placed for clients. While less common now, it still exists in some forms. - Fee-based: Agencies charge clients a set fee for their services, often based on the scope of work, time involved, or project deliverables. - Retainers: Clients pay agencies a recurring fee for ongoing services over a specific period. - Performance-based: In some cases, agency compensation is tied to the achievement of specific marketing goals or key performance indicators (KPIs). - Markups: Agencies may add a markup to the cost of certain services, such as production or third-party vendor fees. But the true profitability of an ad agency depends on factors such as its size, specialization, efficiency, client relationships, and the overall economic climate at the time. From the initial partnership between a company and agency, to the planning, creative, media buy, and launch, the advertising business is endlessly fascinating and fun. Agencies may not have the glitz and glamor and three-martini lunches of yesteryear, but they’ve evolved to meet the current landscape, and will continue to do so, no matter how much times change. --- ### Artificial intelligence (AI): The Digital Marketer's Guide URL: https://www.taboola.com/marketing-hub/artificial-intelligence/ Last Modified: 2025-06-16 04:03:27 Learn exactly what artificial intelligence (AI) is, how AI works, its many major benefits and challenges, and discover real-world AI use cases across industries. Artificial intelligence (AI) refers to machine “thinking” that simulates human intelligence. To be precise, AI in the purest sense — technology that perfectly mimics the functioning of the human brain — is still just fantasy (or rather, Sci-fi): What we call AI today can only work with the information it is fed. Even if the intelligence of current AI isn’t human, though, it does have the ability to make itself smarter, which is still inarguably impressive. Machines based on AI technology can process enormous amounts of data with tremendous speed, which is why they’re so adept at pattern recognition, language learning, and complex decision-making. They’ve already begun transforming many fields, from medicine to agriculture to education. In the performance marketing world, AI tools have already proven adept at identifying high-intent users, adapting in real-time to user behavior, and optimizing their journey through the conversion funnel. ## How Does AI Work? In the simplest terms, AI is a union of volume, speed, and algorithmic logic. It involves crunching tons of data, spotting patterns, and making decisions. Here’s how an AI system usually works: - It takes in and metabolizes huge amounts of data. For example, in 2024, Meta fed hundreds of thousands of books into its AI models. - It uses machine learning (ML) to pick out trends or connections. (More on that below). - It uses neural networks — technology that mimics the human brain’s ability to recognize patterns — to make decisions like suggesting or automatically taking actions based on what it’s learned. - It keeps getting smarter as it processes more data over time. Tools like ChatGPT and DeepSeek are known as Generative AI tools, so named because they can generate new text, images, and videos. The “wow” factor — their ability to have normal, human-sounding conversations — comes from the Large Language Models (LLMs) on which they’re based. ## Types of AI ### Narrow AI (Weak AI) Of the three types of AI discussed in this section, Narrow AI is the only one that exists in the real world. Narrow AI is built to perform a single job: These systems are tightly programmed for their task and can’t step outside those parameters. One can find numerous use cases for narrow AI in the fields of e-commerce and digital marketing: - Amazon and Netflix product recommendations: When you shop on Amazon and see suggestions like, “People who bought this self-cleaning litter box also bought this cat litter,” that’s Narrow AI at work. The recommendation engine crunches your browsing history and purchase data, as well as the purchases of other users whose buying history resembles your own. - Smart Bidding: Google Ads uses Narrow AI for Smart Bidding. It analyzes data such as who’s clicking your ads, when, and on what device, then automatically adjusts your bids to get the most conversions within your budget. ### General AI (Strong AI) Think of Ava, the main android character in the movie Ex Machina: that’s an example of General AI, bordering on Superintelligent AI. General AI, sometimes known as Strong AI, is hypothetical at this point, but it’s the holy grail of artificial intelligence. Machines driven by General AI don’t just follow narrow scripts, but think and adapt across all sorts of tasks, including writing fiction, problem solving, and offering advice in a way that surpasses its training. In theory, these would be as versatile as the human brain. Researchers are making progress, but we’re currently nowhere near machines that can match the full range of what the human brain can do. ### Superintelligent AI Dystopian depictions of sentient AI machines that want to be autonomous from humans are generally referring to Superintelligent AI machines. Examples would be the setting of William Gibson’s 1984 sci-fi novel Neuromancer. This technology is not real, but if it were, machines built on its principles would leave human intelligence in the dust. Ethical questions would arise about whether they are capable of good and evil. Superintelligent AI could lead to what is known as singularity — a hypothetical scenario where artificial intelligence can autonomously improve upon itself without human intervention and advance uncontrollably. ## AI Models ### Machine Learning Models Machine learning models are trained to recognize patterns and make decisions without being explicitly programmed for every scenario. They can be supervised (trained on labeled data), unsupervised (finding hidden patterns in unlabeled data), or reinforced (learning through reward-based systems). An example of machine learning is a spam email filter. It uses a learning algorithm, like a decision tree or neural network, trained on a dataset of emails labeled as "spam" or "not spam." The model learns patterns, such as specific words or phrases, to classify new emails. For instance, if an email contains "Earn $$$$," the model might flag it as spam based on the parameters of its programming. Over time, user feedback — marking emails as spam or not — refines the model's accuracy. ### Deep Learning Models Deep learning, a subset of machine learning, uses neural networks with many layers (hence "deep") to analyze various factors of data. It's particularly effective in tasks like image recognition, language processing, and fraud detection. An example of deep learning is the facial recognition feature on your smartphone, which analyzes and identifies facial features and compares them against the countless other facial images in its database. Over time, with more input, the feature “learns” to recognize faces with increasing speed and accuracy. ### Large Language Models (LLM) Large language models (LLM) are a type of neural network, trained on vast amounts of text data to understand and generate human-like language. An example of a large language model is GPT-4, developed by OpenAI. This technology serves as the basis for ChatGPT and similar generative AI tools. So, if you’re using an AI-driven performance marketing tool that takes advantage of LLM, you can enter prompts that generate natural-sounding copy for email campaigns, calls to action (CTAs), and social media. ### Natural Language Processing Models (NLP) NLP models allow machines to understand, interpret, and generate human language. Tools like chatbots, translation services, and voice-activated assistants rely heavily on NLP. In marketing, NLP can dynamically tailor messaging based on user sentiment or interaction history. ## Benefits of AI ### Enhanced Efficiency AI dramatically reduces the time needed to analyze data, draw insights, and make decisions. For example, performance marketers using AI-enhanced platforms can automatically optimize campaigns at scale, saving resources while maximizing return on investment (ROI). ### Personalization at Scale AI enables highly personalized experiences for users. By analyzing behavior patterns and preferences, AI can serve custom content and product recommendations — a strategy exemplified by platforms that leverage predictive audience targeting based on first-party data. ### Real-Time Optimization Modern AI-based tools, such as those for marketers, enable real-time adjustments based on user actions. These tools make it possible to adapt to user behavior instantly, driving better outcomes. ## Challenges and Risks ### Bias and Fairness AI systems can perpetuate or even amplify existing biases in the data they are trained on. This could lead to discriminatory outcomes in hiring, lending, or advertising. Developers must remain vigilant about training data and continuously monitor outputs for fairness. In a 2023 experiment with GPT-3 API technology that came to be known as “AI Seinfeld,” Twitch ran a 24/7 channel devoted to a fake sitcom called “Nothing, Forever,” which ran AI-generated episodes of a show that appeared to be based on the 90s sitcom Seinfeld. The scripts for these visually clunky episodes were auto-generated by the bot, which did not contain sufficient content filters for offensive material. Unfortunately, the chatbot started to spew highly offensive content that was not culled from any real Seinfeld episode, nor was it based on malicious user input: It had processed “comedy” material from the internet at large. That’s why any AI-generated content you use needs to first undergo thorough human vetting. ### Privacy and Security As AI systems rely on data, ensuring user privacy and securing data from breaches is a major challenge. Companies working with proprietary first-party data must implement strong encryption, anonymization, and compliance practices. ### Job Displacement This aspect of AI scares people, but its scope has been exaggerated. Automation powered by AI might replace certain jobs, particularly in industries reliant on repetitive tasks. However, it also creates opportunities by enabling new roles focused on AI development, oversight, and integration. Mastering AI-based tools for your own industry is a great way to stay ahead of the pack. ## Use Cases of AI ### Marketing and Advertising AI is revolutionizing how brands engage with consumers. From predictive targeting to real-time creative optimization, AI-driven tools help advertisers find high-intent users and drive them through the performance funnel. This new wave of AI goes beyond email blasts and social media strategies, offering scalable, measurable performance outcomes. ### Healthcare AI assists in diagnostics, personalized medicine, and treatment recommendations. Machine learning algorithms can predict disease outbreaks and aid in drug discovery at speeds previously unimaginable. ### Agriculture Machine learning models forecast crop yields based on historical data, weather patterns, and field conditions. Using drone images, they can identify crop diseases and pests, thereby allowing for early intervention. ### Financial Services Banks use AI for fraud detection, risk assessment, and personalized banking experiences. AI can rapidly sift through millions of transactions to identify suspicious patterns. ### Autonomous Vehicles Self-driving cars rely on AI to interpret sensory information, navigate roads, and avoid obstacles, representing one of the most advanced applications of real-time decision-making AI. ## Key Takeaways Artificial intelligence simulates human intelligence and can adapt based on new data. Modern AI thrives on data ingestion, pattern recognition, and predictive analytics. There are different types of AI, from narrow to theoretical superintelligent systems. AI brings efficiency, personalization, and real-time optimization — especially powerful in performance marketing. Challenges include bias, privacy concerns, and job displacement. AI use cases are transforming industries, from advertising to healthcare. ## Frequently Asked Questions (FAQs) ### What is the history of AI? The concept of artificial intelligence dates back to ancient myths of mechanical beings. One of the earliest AI creations was the so-called Mechanical Turk: In 1770, a Hungarian inventor named Wolfgang von Kempelen wowed the crowned heads and illuminati of Europe by demonstrating his invention, a life-size humanoid automaton wearing a turban that could play master-level chess against humans: A sentient machine. The human player would make their move, then the robot would take his, with the pieces gliding around the board seemingly by themselves. Due to the Orientalist, vaguely Ottoman costume — the automaton resembled Zoltar, the fortune-telling mechanical man from the movie Big — the machine came to be called the Mechanical Turk. It defeated nearly everyone, including, allegedly, Benjamin Franklin. One might even say it was the world’s first example of artificial intelligence. Unfortunately, it was a hoax and was operated by a chess player hiding behind a false panel in the contraption. Modern AI began in the 1950s with pioneers like Alan Turing and John McCarthy. Early enthusiasm led to periods of stagnation known as "AI winters," but advancements in computing power and data availability in the 21st century have brought AI to the forefront of innovation. ### Are there ethical implications with AI? Absolutely. AI can reinforce biases, infringe on privacy, and make opaque decisions with serious consequences. Ethical AI development emphasizes transparency, fairness, accountability, and the minimization of harm. Marketers, for instance, must ensure their targeting practices respect user consent and avoid discrimination. ### Strong AI vs. Weak AI: What's the Difference? Weak AI (or Narrow AI) is designed for specific tasks, like recommending products or filtering emails. Strong AI would theoretically possess consciousness and general reasoning abilities across a broad range of activities, akin to human intelligence. Currently, all deployed AI systems are forms of Weak AI. --- ### Drip Campaigns: The Pre-Planned, Targeted, and Effective Way to Engage URL: https://www.taboola.com/marketing-hub/drip-campaigns/ Last Modified: 2025-05-20 10:33:42 Drip campaigns use pre-written emails sent to potential customers on a schedule, or triggered by specific actions, and are intended to prompt customer conversion. Picture the mighty stalactites and stalagmites seen far below the planet’s surface, gracing so many striking caves. How were those impressive structures created? One drip at a time, of course. Marketers can also use the drip approach for creating truly strong bonds with their audiences, cementing brand awareness, customer loyalty, and purchases, as well. Drip campaigns use a measured approach and pre-planned materials to reach out to potential leads at just the right times and, when executed well, can greatly increase the returns marketers get on their ad spend. Below, I’ll discuss drip campaigns in advertising in detail, covering best practices, what to avoid, what has worked for others, and what marketing experts have to say on the subject. ## What Is a Drip Campaign? “A drip campaign is an automated sequence of emails triggered by customer behavior (or a preset schedule), like signing up, abandoning a cart, or making a purchase,” says Nina De la Cruz, a content marketing strategist at Getsitecontrol. “Each message is designed to guide the subscriber through the buying journey, from awareness to conversion.” Drip campaigns can also include a series of scheduled emails sent to subscribers or past customers on a semi-regular basis, the intention being to maintain customer awareness and contact that lowers the barriers to action, like revisiting a website and making a purchase. While drip campaigns can take on many forms and use varied approaches, they all have one thing in common: The emails (or in some cases text messages) are written ahead of time and are sent out via automation, not by a human’s action at the time. In that way, drip campaigns greatly free up marketers to focus on other aspects of their work. ## How It Works There are essentially two types of drip campaigns: One sends out emails on a pre-planned schedule, the other automatically sends out an email when a specific trigger occurs, such as when someone signs up for a service or leaves a website with a full shopping cart but no purchases. As an example of the first type of drip campaign, online consultant and podcaster Yann Ilunga of YannIlunga.com says that, “"Drip campaigns often refer to a series of touch points, typically emails, that occur at a predetermined cadence. An email course is an example of a drip campaign. A five-day email course consists of a series of five emails that are sent daily over the span of five days.” Brian Akdemir, director of e-commerce at Bahdos, explains the “trigger” type of drip campaign like this: “A lot of drip campaigns are set off by certain actions from users, like looking around a website without buying anything. In these situations, the drip sequence is meant to get the potential customer's attention again and get them to take the action you want them to, whether that's buying something, signing up for your newsletter, or something else. The behavioral data lets the marketer change the drip campaign's message and timing based on the person's interests and where they are in the buying process.” ## Drip Campaign Examples ### Lead Nurturing Imagine an email that you get every Tuesday from a company that makes herbal tea, often featuring special offers, new product announcements, and how-to tips. You can call that a newsletter, but you can also call it a drip campaign. Any series of pre-planned marketing emails that are sent via automation, be it just a series of four or five emails, or be it a weekly, bi-monthly, or other such schedule, is a drip campaign. ### Abandoned Cart Reminders This is one of the most common trigger-style drip campaign approaches. When a customer visits a website, puts items in their digital shopping cart, and then leaves the website without making a purchase, an automation triggers the sending of an email to remind the person of their intended purchase, and often sends along an incentive such as a 10% off discount. ### Welcome Letters When a new person signs up for a service, subscribes to a newsletter, makes a purchase, or takes some other action, it’s common for an automated email to be sent out welcoming them to the brand and thanking them for joining the fold. There are often several follow-up emails still in this welcoming tone. ### Political Campaigns “Political campaigns widely use drip campaigns to build support for a candidate,” says Baruch Labunski, founder and CEO of Rank Secure. “They are highly effective in swaying opinion, especially regarding controversial subjects.” ## Drip Campaign Benefits ### Hands-Off Automation Because drip campaigns use automation to send out emails or texts, they leave marketers free to focus on other aspects of their business, from studying data, to writing copy and creating graphics, to calculating the latest return on ad spend (ROAS). ### Enhanced Brand Awareness A drip campaign keeps a brand top-of-mind for its audience, serving as just enough of a touchpoint to keep people thinking about the products or services on offer without being annoying by approaching too often. ### Increased Engagement and Re-Engagement Drip campaigns are a proven way to increase audience engagement, and also to bring people who have disengaged from a brand back into contact with it. Drip campaigns are almost always more effective than one-off email blasts or other more limited marketing strategies. ## How to Create a Drip Campaign ### Define Your Goals What do you want to achieve with your drip campaign? Are you hoping to drive sales, generate leads, nurture prospects, or onboard new customers? What specific actions do you want recipients to undertake? Purchasing a product, signing up for a service, downloading a file, or visiting a specific site? What will be your measures of success? ### Choose Between Time-Based or Trigger-Based Emails This isn’t an either-or situation, as you can by all means have time-based drip campaigns and also have trigger-based communication at the ready, but when it comes to planning a specific drip campaign, you have to know whether it’s going to work best based on scheduled emails or based on customer action. ### Choose Your Software There are many different platforms that can be used to create drip campaigns, as you’ll see below, so take the time to figure out which one is right for your organization, and then use it to create and schedule the campaign itself. ## Drip Campaign Best Practices ### Personalize the Messaging People hate getting junk mail in their digital inbox just as much as they hate regular snail mail junk. You have to make sure the messaging each lead gets feels directed right at them, with customization details that make it something they’re happy to receive. “From a messaging perspective, it’s best to make your drip campaign touchpoints as personalized as possible, from both a content and timing perspective, so you’re reaching the right person at the right time with the right message,” says Meagan Sweigart, principal and fractional marketing consultant at Kinetic Marketing Communications. ### Make the Emails Relevant Based on Timing Drip campaigns are anything but one-size-fits-all: They have to make sense based on myriad factors, including timing. “Drip campaigns are customized based on where the client is in their journey,” says Amra Beganovich, founder of Colorful Socks. “For holiday sign ups, we send an email series that includes gift ideas, bestseller highlights, and a final reminder prior to the shipping cutoff, for example.” ### Use A/B Testing Because drip campaigns by their very nature involve multiple emails (or other forms of connection), they provide marketers valuable data that can be used in making comparisons. “For instance, we can look at which subject lines or calls to action work best for our audience and then use what we've learned in future drip campaigns,” says Akdemir. “We can't get this level of control with more traditional marketing methods, which is why drip campaigns are such a useful tool.” ## Popular Software for Drip Marketing ### Constant Contact Constant Contact is a cloud-based digital and email marketing platform primarily catering to small- and mid-sized businesses, helping them build and manage their digital marketing strategies. It offers a range of tools, including email marketing, social media marketing, marketing automation, and lead generation, all integrated into a user-friendly interface. ### Mailchimp Mailchimp is an all-in-one marketing platform, particularly known for its email marketing capabilities. The company allows businesses to create, launch, and track email campaigns, offering features like customizable templates, automated workflows, and detailed analytics. ### HubSpot HubSpot is a versatile platform used to manage myriad aspects of a business, including marketing. HubSpot allows you to create and send email campaigns to engage your audience over time or based on triggers. ## Metrics to Measure Success of Your Drip Campaign ### Improved Open Rate If your email marketing campaign is working well, then those emails are actually being opened. Check the open rate, which is the percentage of people who actually open an email contrasted against the total number of people to whom it’s sent, and see if drip campaign emails enjoy better rates than those of other messages. ### Click-Through Rate Even more important than an email open rate is the click-through rate, often abbreviated as CTR. This is the percentage of people who take an action step, clicking on a link or button within the email, and being taken to a new page where conversion is possible. ### Conversion Rate The most important metric for a marketer is always the conversion rate, as this is the rate at which people actually take the action the marketer was hoping to prompt, such as a sale, a sign up for a subscription, joining a platform, and so forth. ## Key Takeaways “A drip campaign releases communication over a period of time based on timeliness or customer action,” says Beganovich. “These sequences can be initiated via certain behaviors, like cart abandonment, or they can be sent on a schedule, like a welcome series sent out over a few days. The idea is to lead them from awareness to purchase through clear messaging at spaced intervals that builds trust and relevance, not trying to stuff it down their throats.” Drip campaigns maintain brand awareness and audience contact without annoying potential leads like over-served ads, pop-ups, and other types of advertising. Because drip campaign emails (or texts or social media DMs) are automated, they save marketers time and money, as the marketer can create all of the media for the campaign, set the schedule and/or automations, and then be entirely hands-off, focusing on other tasks. ## Frequently Asked Questions (FAQs) ### Drip campaign vs. email blast: What’s the difference? A drip campaign is a series of pre-written emails sent automatically to a specific audience over time, or that are triggered by a specific action or event, like a newsletter sign up or an abandoned shopping cart. In contrast, an email blast is a one-time email sent to a large group of recipients at the same time, typically for a broad announcement or promotion. ### Drip campaign for abandoned cart recovery: How does it work? A drip campaign for abandoned cart recovery works by automatically sending a series of emails to shoppers who have added items to their cart but haven't completed the purchase. These emails aim to gently nudge the shopper back to complete the transaction, offering reminders, incentives like a discount, or by addressing potential issues they may have encountered during checkout. ### A/B testing for drip campaigns: How does it work? A/B testing in drip campaigns involves creating two or more variations of an email sequence and sending them to different segments of your audience to see which performs better. This helps you optimize your drip campaign by identifying which variations, like subject lines, copy, and images, lead to higher open rates, better click-through rates, and ultimately more conversions. --- ### Cookieless: What It Means, How It Works URL: https://www.taboola.com/marketing-hub/cookieless/ Last Modified: 2025-06-22 08:09:35 Discover what cookieless means, how it affects your marketing and advertising efforts, and what actionable steps you can take to thrive in a privacy-first world. For marketers, cookies are more than a tasty snack. They’ve long been a way to gather information on consumers: With the right technology in place, marketers using tracking cookies can monitor how users are interacting with their site and other sites across the web, then deliver targeted ads. But, in recent years, cookies have undergone intense scrutiny. Privacy restrictions are making it tougher than ever to monitor user behavior, and that’s driving a shift toward a cookieless future. As advertisers adapt to a cookieless world, what does that mean for your marketing campaigns? Let’s take a look. ## What Is Cookieless? Cookieless is a term often used in the context of “a cookieless future.” It refers to a digital environment where tracking users through third-party cookies is no longer an option. Cookies, which are small pieces of code that are stored on a website visitor’s browser, have become the top way advertisers track the users most likely to buy from them, but privacy concerns have reduced the viability of that strategy. “Cookieless refers to marketing techniques that do not depend on third-party cookies to track user behavior across multiple web pages,” says Amra Beganovich, founder of Colorful Socks. “It represents a move toward guarding user privacy and returning greater control to the consumer. Gone are the days of passively collecting data: Brands must now fight for their insights, getting directly involved with their audience.” ## The Impact of Cookieless on Marketing The move toward a cookieless internet has already had a noticeable impact on advertising campaigns. Brands that have previously relied on cookies for targeting their campaigns face new challenges. They include: - Audience targeting: Marketers have previously relied on third-party data to build “lookalike audiences.” Without the ability to gather that data, identifying and segmenting relevant users has become more challenging. - Attribution and measurement: Marketers now need to find ways to track user behavior without relying on cookies. This can make monitoring return on investment (ROI) tough. - Customer acquisition costs: If marketers can’t target as efficiently as in previous years, they may unknowingly be spending more money to acquire each new customer. ## Cookieless Tracking Methods As the reality of a cookieless future has become more apparent, advertisers have discovered alternative ways to track consumers for better targeting. They include: ### First-Party Data Collection As long as you’re respectful of privacy concerns, you can collect information on your own website visitors. You can incentivize customers to provide contact information and answer questions about their preferences. You can also monitor purchases and use that information for targeting. ### Contextual Targeting Contextual targeting displays ads based on the content on the page that surrounds it. This ensures that the people seeing the ad are interested in similar products or services. No data collection is required for this approach. ### Predictive Targeting The rise of artificial intelligence (AI) has coincided with the fall of third-party cookies, and marketers are leaning into the technology. Predictive targeting uses AI and machine learning to anticipate what a customer is most likely to do in the future. Built on years of data, this technology can accurately predict which users are most likely to convert and deliver ads based on that. ### Server-Side Tracking Some marketers are using server-side tracking to get around the need for third-party cookies. With server-side tracking, user data is sent to your website’s server rather than placing software on the user’s computer. This gives you more control over the data while also better aligning with privacy standards. ## Strategies for a Cookieless Future How can you continue to thrive in a cookieless world? Here are some strategies you can put into place. ### Invest in First-Party Data Infrastructure The best place to gather information on users is on your own website. Offer value to both existing customers and new website visitors in exchange for collecting information. Loyalty programs, exclusive content, and exclusive discounts can all be ways to encourage consumers to provide their information. ### Strengthen Creative Assets Marketers are leaning more heavily into creative these days, investing time and energy into ads that get results. Think beyond static ads and consider investing in video and carousel ads. Look for platforms that allow you to use a variety of effective ad types. Leverage Predictive and Contextual Targeting As AI continues to saturate every facet of advertising and marketing, using the technology is becoming essential if you want to remain competitive. The right solutions can analyze intent signals to predict future actions. Add contextual targeting to this strategy, and you can also ensure users see ads relevant to the content they’re currently consuming. Optimize with AI and Automation The more you can put on autopilot, the better. That frees you up to focus on other things. AI assistants can handle everything from creating ads to adjusting bidding to boost the likelihood of conversion. Use Privacy-First Metrics Marketers still need to measure, and that’s become trickier in a cookieless world. You can overcome this challenge by working with partners who make privacy a top priority in gathering data. ## Key Takeaways The term “cookieless” refers to an environment where third-party cookies are no longer an option. To respond to the drive toward a cookieless future, marketers must find ways to target customers while also respecting their privacy. To remain competitive, marketers must shift toward using first-party data, contextual targeting, and predictive technologies to target customers. ## Frequently Asked Questions (FAQs) ### Why are third-party cookies being phased out? In recent years, attention has shifted to protecting consumer privacy. Both regulators and consumers have called for protocols that protect data from marketers and advertisers. As a result, some services have begun blocking third-party cookies. While Google has backed off its cookie phaseout plans, the company is shifting toward other cookieless options, including allowing consumers to hide their IP addresses. “The phaseout is about shifting power back to the user,” says Jensen Savage, chief executive officer at Savage Growth Partners. “It forces marketers to be more intentional and respectful with data, which is better for user privacy, but has also proven to be a huge obstacle for marketers.” ### What are the alternatives to third-party cookies? Advertisers have access to other options for reaching consumers online. They include collecting data on visitors to your own website, displaying ads to match the content of the site the user is visiting, and using patterns to create predictive audiences. “The best alternative, in my opinion, is contextual advertising,” says Alex Smith, manager and co-owner of Render3DQuick. “The ad fits naturally with what the person is already interested in at that moment, without needing to know anything about who they are or where else they’ve been online.” ### How will cookieless tracking affect ad targeting? Ad targeting isn’t going away any time soon. Advertisers will merely need to shift the way they target users. Instead of tracking people across the web, marketers will now need to understand intent signals and context. Luckily, tools are available that use the latest technology to match creatives to the high-intent users most likely to find them relevant. “I tell clients to think of it as moving from a laser-focused sniper approach to a broader storytelling approach,” says Rodrigo César, CEO and co-founder at SSinvent. “Without third-party cookies, advertisers will have to lean more heavily on first-party data, look-alike audiences, and contextual signals rather than granular, individual-level targeting.” ### What is the role of contextual targeting in a cookieless world? In a cookieless world, contextual targeting becomes an essential part of an advertiser’s toolkit. Instead of focusing on a potential customer’s identity, you’ll need to look at what that person is doing in the moment. Thanks to AI-powered content analysis, though, this type of targeting has become easier than ever. Tech can be used to align ads to a user’s current consumption patterns, allowing for more precise targeting. “Contextual targeting is going to play a much bigger role now,” says Chris Coussons, CEO and founder of Visionary Marketing. “It’s something I remember using more in the earlier days of digital marketing, before we had all this granular tracking. Now it’s back in a smarter way. Pairing strong content relevance with well-designed creatives can still drive great results, especially if you understand your audience properly.’’ ### How can businesses collect and use first-party data effectively? Businesses have access to a variety of tools for collecting data from their own website visitors and customers. It’s important that the solutions you use to gather that data are privacy-compliant, but from there, you can incentivize people to willingly provide their information. “The key is value exchange,” Savage says. “People will share their data if you give them a good reason, like helpful content, exclusive perks, or personalized experiences. Once collected, the magic is in using that data to serve, not sell, your audience.” --- ### Engagement Rate: Importance, Calculation, Benchmarks URL: https://www.taboola.com/marketing-hub/engagement-rate/ Last Modified: 2025-05-05 09:30:06 You might think an ad being served to thousands of people on social media or displayed on a website where people linger on each page is an indication of marketing success, but prepare to be disappointed. Although there might have been plenty of ad impressions created while those ads were served far and wide, or were on display for extended periods, those efforts and ad spend might have been worthless if there was no user engagement. Audience engagement with online materials — in this case ads — can take many forms. A click, an upvote, a like, a share, a download, and other actions all count as engagement. When you track audience engagement rates, you can get an accurate sense of how well your ads are performing, or you can discover that people really aren’t responding to them, meaning you need to change course. ## What Is Engagement Rate? “Engagement rate tells you how much your audience is actually interacting with your content, not just scrolling past it,” says Michele Iapicco, CEO of Simplified Media Agency. “It’s usually calculated by taking the total number of likes, comments, shares, saves, and clicks, divided by your total impressions or followers.” Engagement makes the chance for conversion, be it a sale, a sign up, or a follow significantly more likely. When you know the rate of engagement, you can determine how your ads are performing. Over time, you can see if your engagement rate is improving or getting worse. ## Why Engagement Rate Matters “Engagement rate is one of the most important performance metrics in digital marketing, because it goes beyond reach and tells you how your audience is actually interacting with your content,” says Ryan Croy, founder of Public Haus Agency. “A high engagement rate usually means the content is resonating, which is essential for brand awareness, customer trust, and algorithmic visibility. Engagement rate gives you a truer sense of impact than follower count ever could.” Basically, engagement rate reflects how well your content resonates with your audience and points to meaningful interactions. A high engagement rate suggests that your content is valuable, relevant, and interesting to your intended audience, potentially leading to increased brand awareness, customer loyalty, and conversions. It also helps you understand what content resonates most with your audience and can help guide your content strategy. ## Engagement Rate Calculation “Engagement rate is calculated by dividing total engagement, which includes likes, comments, shares, saves, and so on, by your total audience or impressions,” says Croy. To calculate engagement rate, divide the total number of interactions — that’s those likes or shares and such — by the number of followers or impressions, and then multiply by 100. For example, if a post has 100 interactions and 1,000 followers, the engagement rate is (100 ÷ 1000) x 100, which equals 10%. ## Engagement Rate by Channel Different online platforms have very different engagement rates, and many of them are surprisingly low. ### Instagram Instagram is known for its visual focus, which often leads to higher engagement rates. Nano-influencers with 1,000 to 10,000 followers on Instagram can see engagement rates as high as 2.19%, while other influencers generally see rates between 0.8% and 1%, according to data sourced from Social Insider. ### TikTok TikTok's short-form video format also contributes to higher engagement. Popular with younger audiences, its videos can range from a few seconds to an hour. Its average engagement rate is around 4.07%, per data from Brandwatch. ### Facebook While Facebook has a large user base, its average engagement rate is lower compared to Instagram and TikTok. While some studies have shown that Facebook has an average engagement rate of 5.07%, other data suggests an average engagement rate of just 0.15% for Facebook posts, according to information from Social Insider. ### X (Twitter) Formerly known as Twitter, this platform was rebranded as X in 2023. X's real-time, news-oriented nature can result in lower engagement rates, with an average engagement rate of 1.6%, per data from Influencity. ### YouTube YouTube's engagement rate varies depending on subscriber count. Channels with 1,000 to 5,000 subscribers can see an average engagement rate of 5.60%, while those with 100,000 to 1 million subscribers have an average of around 2%, per InsightIQ. ### LinkedIn LinkedIn's focus on professional networking typically results in lower engagement rates compared to more visually driven platforms. Its average engagement rate is around 4.8% for LinkedIn posts, per information sourced from the platform itself. ### Social Media Engagement Rate As we see from the numbers above, social media engagement rates are surprisingly low. Even a 3% engagement rate for a platform like Instagram or TikTok would be considered quite good. That's not necessarily a commentary on the quality of advertising you are creating, but speaks more to the sheer volume of content on social media, and the more than 5 billion people using it worldwide. ### Website Engagement Rate People tend to engage more meaningfully with websites than they do with social media, which makes sense: While social media often involves mindless scrolling, website visits are usually made with more purpose. The average website engagement rate is generally considered to be between 60% and 70%, per data from Fathom Analytics. However, engagement rates vary significantly by industry and the specific types of content or features offered. Engagement with websites can be measured in a variety of ways, such as time spent on a page, bounce rate, scroll depth, and more. ### Email Engagement Rate The average email engagement rate, measured by open rate, is around 36.5% across all industries. Click-through rate (CTR) averages around 2.66%, per Mailchimp, and the click-to-open rate (CTOR) is typically between 10-25%, depending on industry, per Salesforce. Note that newsletters with a predictable weekly cadence have higher open rates than email blasts that occur at more random times. ## Engagement Rate Industry Benchmarks Engagement rate industry benchmarks can help businesses understand how their advertising performance compares to others in their field. Generally, a good engagement rate on social media is considered to be between 1% and 3.5%. However, this can vary depending on the specific platform, audience, and industry. For Facebook, for example, 1% is a good benchmark, whereas for Instagram, 3% is the goal. Note that engagement differs based on industry — here are a few examples of that: ### Finance For businesses in the finance industry, social media engagement tends to be around 1.48%, per data sourced from Influencity. ### Gaming Engagement rates for gaming brands are usually around 0.95% per MarketingCharts, with TikTok gaming content converting a bit better on average. ### Tech Tech brands usually see between a 1% to 3.8% engagement rate on social media, per SocialChamp. ### Food and Beverage Food and beverage companies have an average social media engagement rate around 1%, though brands with smaller followings tend to have more loyal and engaged followers, per data from Brandwatch. ### Fitness and Lifestyle Brands in the fitness and lifestyle spaces usually see social media engagement rates around 1.65%, per MarketingCharts. ### Travel Travel-themed brands usually have an average engagement rate of 1.5%, per Influencity. ### Automotive Auto-themed brands have an overall social media engagement rate around 0.06%, according to RivalIQ. ## Factors Affecting Engagement Rate Several factors influence engagement rates, including content quality, platform, posting frequency, audience relevance, and algorithm changes. The effectiveness of calls to action, the overall user experience, and even external factors like news events can also play a role. Here are some of the most common issues. ### Content Quality If the ads you’ve created aren't interesting or engaging, then of course the engagement rate will be very low. To be sure, even the best ads might go largely missed due to myriad factors, but it's a sure bet that advertisements with uninteresting copy, poor graphics, and a convoluted layout just aren't going to get shares, likes, or clicks. ### Post Frequency and Timing Consistent posting, at the right time of day and day of the week, can greatly influence engagement. That said, posting too frequently can overwhelm audiences, while posting too infrequently can cause content to be forgotten. ### Platform and Algorithm Different platforms have different algorithms and user behaviors. Instagram, for example, tends to have higher engagement rates than Twitter, and platforms like TikTok often have very high engagement rates for specific content types. Algorithm changes can also significantly impact engagement. ### Audience Relevance Understanding your target audience's demographics, interests, and behaviors is vital for creating content that resonates with them. You can find this data using tools like social media analytics or trend research tools like Google Trends. ## How to Improve Engagement Rate “Engagement rate is a measure of how well you’ve earned someone’s attention,” says Joel Luks, an adjunct professor with the University of Houston who teaches marketing and advertising. “Not just made them look, but made them care enough to do something about it and take action. It’s the difference between being seen and being relevant.” Improving your engagement rate means you have improved the way your audience perceives and interacts with your brand. ### Create Great Content It’s easier said than done, but if you can create high-quality ads, you will see a better engagement rate. Focus on compelling or amusing copy, attractive images and graphics, a clean layout, and clear and readily actionable calls to action. ### Be Consistent You need to be consistent in your advertising campaigns, both in the look and feel of the ads, and in the frequency and method of delivery. You don't want to run ads for several days, then go completely dark for a week, then reappear for one day, for example. Be consistent and you will steadily build better brand awareness. ### Segment Your Audience Audience segmentation is the process of dividing a large audience into smaller, more specific groups based on shared characteristics like demographics, behaviors, and interests. This allows advertisers to tailor their marketing efforts and messaging to make it resonate more effectively with different subgroups within their target audience. By understanding the distinct needs and preferences of various segments, companies can create more personalized and targeted campaigns, ultimately leading to improved engagement and conversion rates. ### Constantly A/B Test It’s vital to continuously test different aspects of your ads to see where improvements can be made. Take advantage of advertising platforms that offer AI-powered testing, which will let you optimize your creative in real time, leading to more effective results. ## Tools for Measuring Engagement Rate There are a few different tools at your disposal for measuring engagement rate, and you may want to try several out before settling on one — or you may want to use several! ### Engagement Calculators GRIN offers an influencer engagement rate calculator to assess the interaction rates of influencers. Hootsuite provides an engagement rate calculator for platforms like Instagram and TikTok. Phlanx features an engagement calculator to assess social media performance. Modash calculates Instagram engagement rates using a formula based on engagements per follower. Influencer Hero, HypeAuditor, and DashThis each offer free engagement rate calculators with various features. Some of these tools are free or very inexpensive, costing less than $10 per month, but those usually offer limited capabilities; more expansive plans can cost more than $200 monthly. ### Social Media Analytics Hootsuite provides analytics dashboards to track performance across social media networks, including engagement metrics, while Mailchimp provides tools and resources for calculating engagement rates, including metrics like likes, comments, and shares. ### Web Analytics Tools Google Analytics provides detailed insights into website visitor engagement and behavior, while Userpilot focuses on product engagement, using metrics like product adoption, stickiness, and growth to assess engagement. ## Key Takeaways Knowing your engagement rate lets you see how well your ads are performing, and where you might need to tweak and change your approach. “Engagement rate is one of the go-to metrics in social media,” says Darija Grobova, PR manager with Omnisend. “Basically, it tells you how many people interact with your content compared to how many saw it — think likes, comments, shares, and saves. But, having a high engagement rate doesn’t necessarily mean your content is helping your business — a post can go viral and bring you zero sales. Audience size can also alter the numbers; smaller accounts can often have higher engagement rates because their audience is tighter and, in turn, more connected.” Keep in mind that low engagement rates are common with social media, so don't be put off by numbers that seem quite low, even down in the single digits percentage-wise. On the other hand, website engagement tends to be much greater and meaningful conversions are possible there. The same is true with email marketing, where properly timed and well-executed emails can see much greater engagement. ## Frequently Asked Questions (FAQs) ### How do you calculate engagement rate on Instagram? To calculate your Instagram engagement rate, divide your total engagement numbers (likes, comments, shares, saves) by your total followers, and then multiply the results by 100. This gives you the percentage of your followers who have interacted with your content. ### What is a good email click-through rate? A good email click-through rate (CTR) generally falls between 2% and 5%, but it can vary significantly based on industry and email type. Some industries, like non-profits, may see higher average open rates and CTRs (40.04% and 3.27%, respectively), while others, like e-commerce, may have lower rates (29.81% and 1.74% respectively). A CTR of 20% or higher is considered excellent and is much higher than most industry averages. ### How important is engagement rate for SEO? Engagement rate is a very important factor in SEO — although to be clear, Google doesn't directly use it as a ranking factor. High engagement signals to Google that users find your content valuable, relevant, and satisfying, which can indirectly improve your rankings, though. By improving user experience and content quality, higher engagement rates can lead to better search engine visibility and authority. ### How does video content affect engagement rate? High-quality (and usually short-form) video content generally leads to higher engagement rates compared to other content formats, like text or images, because it's more immediately engaging and memorable. Videos are more likely to be watched and shared, and people can retain more information from them than from reading text. ### What is the difference between reach and engagement? Reach refers to the total number of unique users who see your content, while engagement refers to the number of interactions those people have with your content. Reach is about visibility, while engagement is about active participation. You can't have engagement without reach, but reach alone can mean very little if people don’t take action. ### How do you track engagement rate over time? To track engagement rate over time, you'll need to regularly calculate your engagement rate using the formula (Total Engagements ÷ Total Followers or Reach) x 100. Then, you'll track these engagement rates over time, ideally by creating charts or graphs to visually represent the trends. This allows you to see how your engagement fluctuates and identify any patterns. ### How does personalization impact engagement rate? Personalization significantly improves engagement rates by making the user experience more relevant, timely, and enjoyable, which leads to increased interaction, retention, conversion, and overall customer satisfaction. By tailoring content, recommendations, and interactions to individual preferences and behaviors, personalization drives users to engage more deeply with your brand and the products or services you’re promoting. --- ### Click-Through Rate: Importance, Benchmark, Platforms URL: https://www.taboola.com/marketing-hub/click-through-rate/ Last Modified: 2025-11-04 12:15:25 Getting people to view your ad when they’re doom-scrolling is not enough to boost a business' bottom line: Your audience needs to engage with content. That’s why the number of people who click on a link — or click-through rate (CTR) — is a crucial indicator of how many potential customers you have and how much money you may be leaving on the table. “Click-through rate is one of the simplest yet most powerful metrics in digital marketing,” says Matt Wilcox, digital marketing strategist at The SMB Strategist. Essentially, it shows how many people clicked on your content, versus how many people saw it. While that may seem pretty basic, CTR shows if you’re effectively grabbing consumer attention. “Think of it like a first impression,” Wilcox adds: If people click on your ad, they’ve engaged with it. It’s a way of saying they’re listening and interested in learning more. If they scroll past, it’s a good sign that you must change your marketing approach to achieve the desired results — more sales and conversions. ## What Is Click-through Rate (CTR)? Click-through rate is the number of people who click on a link in your advertisement or content. If 100 people see your ad and six click on it, that’s a 6% click-through rate. CTR comes into play during the early stages of a digital ad campaign. “Most campaigns work like a funnel,” Wilcox explains. First, someone sees your ad, then they click on it. From there, the goal is to get that person to take action, whether buying a product, booking a service, or signing up for a giveaway or newsletter. “CTR doesn’t tell you whether someone converted or bought anything, it only tells you if your ad made them curious enough to learn more,” he adds. ## Why Is It Important to Monitor CTR? Monitoring CTR is essential because it’s a crucial step in acquiring a new customer, also known as a conversion. Ultimately, a conversion is the end goal of the marketing funnel, but it’s impossible to convert new customers if they’re not clicking through in the first place. “That’s why CTR is most useful when trying to measure how effective your ad creative is,” Wilcox says. Click-through rate is not just a barometer for how compelling your messaging is, but also how effective your ad placement and targeting are, says Ethan Hartman, the founder of Mutewind Digital. “A higher CTR indicates your content is attention-grabbing and more people who find it in their search results are ‘clicking through.’” ## What Is a Good CTR? The simple answer is that a “good” click-through rate is between 2% and 5%, “But it really depends on the industry, the type of content, and where it's being shown,” adds digital marketing expert Sophie Musumeci, founder of Real Entrepreneur Women. Wilcox says there’s no “one-size-fits-all” answer because it varies by platform, industry, and competition. For example, on Google Ads, where users are already searching for something, “you might expect higher CTRs than on Facebook or Instagram, where ads are more of a distraction from scrolling,” he says. Likewise, a local business in a niche market might get a CTR as high as 30% if they’re the only ones running ads, whereas a company in a competitive market might be successful with 10%. “What matters more than comparing to others is tracking your own results over time and experimenting with different messages, images, and headlines to improve,” Wilcox says. ## Click Rate vs. Click-through Rate ### Click Rate Is a More General Term Although click rate and click-through are similar, click rate is often used in email marketing to indicate how many people opened what a company sent out. It gives businesses an idea of how many people saw their content, rather than how many people reacted to brand messaging by clicking on a link. ### Click Rate Is Necessary for Calculating Click-through Rate In order to know your company’s click-through rate, you must know how many people are viewing your emails, blogs, ads, or videos in the first place. CTR is calculated by dividing the number of people who click on a link by the number of people who saw the content, multiplied by 100. That percentage represents your click-through rate. CTR = (total clicks ÷ total impressions) x 100 ### Areas for Improvement While click rate and click-through rate are related, they can signal different growth opportunities. Wilcox notes that low click rates suggest that email subject lines are not achieving their intended effects, or that audience targeting is ineffective. They’re making a bad first impression, in other words. In contrast, a low CTR may indicate that the content could be more compelling, or the formatting may be off. Overall, businesses must know how many people are viewing their emails, blogs, videos, and ads, but it’s equally important to know how many people are interacting with them. So, these metrics are different, but similarly essential for improving your marketing approach. ## How to Monitor CTR: 4 Platforms To Know Of ### Social Campaigns: Facebook Ads Manager Monitoring your click-through rate depends on what platform you’re using. Facebook Ads Manager is an easy way to track CTR for Facebook content. By simply clicking on the performance tab, companies can access a dashboard that calculates the number of clicks divided by the total number of views, which determines the overall click-through rate. ### Search Campaigns: Google Ads Google Ads can be a similarly effective resource for tracking CTR outside Facebook. To access this and other metrics, click on the Campaigns section and then select ads. This will show you how content is performing, including the click-through rate. ### Email Marketing Campaigns: Hubspot and Mailchimp Email marketing platforms like Hubspot and Mailchimp have accessible dashboards where companies can track CTR and other metrics. Like Facebook Ads Manager and Google Ads, email marketing platforms allow businesses to identify patterns about what content resonates and where subject lines and other content should be tweaked. ### Performance Marketing Campaigns: Realize Beyond tracking your basic click-through rate, more comprehensive tools like Realize can give businesses more data on how to target your audience and optimize your marketing approach. Available under the Campaigns tab, the platform will tell you how many people are clicking on content links, who is clicking multiple times, and how long they’re staying on your landing page. This is valuable insight for retargeting ads and testing new headlines, calls to action, and other content. ## Key Takeaways Click-through rate, or CTR, is the number of people who click on a link in an ad, blog post, email, video, or other digital content, divided by the total views times 100. A high CTR shows companies that your first impression effectively engages your audience. A low CTR indicates a need to reevaluate subject lines, headings, formatting, calls to action, and other aspects of your creative. ## Frequently Asked Questions (FAQs) ### What is CTR and why is it important? CTR, or click-through rate, is the number of people who click on a link in your content, divided by the total number of people who view it, times 100. For instance, if 1,000 people read your email newsletter, and 50 people read it, that is a 5% CTR. Knowing your click-through rate is important because it shows how effective a brand’s first impression is, how many potential customers could be converted, and how much money companies may miss out on without optimizing their approach. By tracking CTR meticulously, businesses can test different content approaches to find what engages their audience. ### What if you have a high click rate, but low sales? Even if you have a high CTR, if those numbers are not translating to sales, “it’s a sign something is breaking after the click,” Hartman says. In other words, it’s an indicator that something at the bottom of your marketing funnel is not working. Musumeci agrees that a high click-through rate combined with low conversions is a signal that there is a disconnect between the content and the consumer. “Either your offer isn’t clear, your landing page isn’t converting, or your audience isn’t warmed up enough,” she says. For instance, sometimes landing pages can be slow to load, and a company can be losing conversions for reasons outside of brand messaging. Regardless, it’s vital to figure out what the disconnect is. As Musumeci says, “What matters most is what happens after the click.” ### Is a 6% click-through rate good? Generally speaking, a 6% CTR is considered good. In fact, once a business has reached this threshold, Hartman recommends focusing on conversion rate optimization. Again, this is especially important if sales do not match up with clicks. “Review your messaging, call-to-actions, and page layout,” he suggests. “Try different offers or page layouts. You can also split your traffic into groups and speak more clearly to what each group is looking for.” --- ### Cross-Device Attribution: How It Works, Benefits, Challenges URL: https://www.taboola.com/marketing-hub/cross-device-attribution/ Last Modified: 2025-06-22 08:10:21 Imagine you and your marketing team created a social media advertising campaign that you thought would be a smash hit, driving scores of customers to buy the latest version of a product. You launch the campaign, track lots of people viewing the ads on their phones, but then see those views just aren’t converting to sales. “We failed!” you might think with dismay. But, what if lots of the people you reached on a mobile device turned to their computers to do a bit more research, then went ahead with a purchase? Your ads worked, but because you weren’t tracking user activity beyond their phones, you never knew it. “The user journey consists of many different touchpoints,” says Josh Silverbauer, CRO at From The Future. “In 2025’s shopping landscape, people routinely switch between devices — from phone to laptop to tablet — as naturally as moving from dining table to sofa. The single-device, single-browser tracking model has long lost its accuracy. This is why implementing a tracking architecture that can connect user data across devices is crucial.” Here’s what you should know about cross-device attribution. ## What is Cross-Device Attribution? You have to track your users far and wide if you want actionable data about their consumer habits, and that means looking at all of their touchpoints. “Cross-device attribution tracks how a single user moves between devices before taking action,” says Alex Smith, manager and co-owner of Render3DQuick. “Someone might see a display ad on their phone in the morning, compare service options on a tablet later in the day, and submit a quote request on their work desktop the next morning.” “If each step looks like a different user, you lose the connection between cause and effect,” Smith adds. “It becomes harder to pinpoint which channel actually influenced the conversion. In performance marketing, that disconnect leads to inaccurate reporting and weakens your ability to make smart decisions about where to invest.” ## How It Works Cross-device attribution helps marketers understand a customer's journey across multiple devices and platforms by linking their interactions. It achieves this by associating a unique identifier with each user, which enables tracking of their behavior even when they switch devices. This allows for a more holistic view of user behavior and provides more accurate performance tracking of marketing campaigns. Unique identifiers like account logins, device IDs, or other methods allow marketers to recognize the same user across different devices and platforms. There are two main approaches: deterministic and probabilistic, which are explained below. ## Benefits of Cross-Device Attribution “Cross-device attribution uncovers the complete buyer's journey,” says Amra Beganovich, founder of e-commerce brand Colorful Socks. “A customer might encounter our ad on Instagram while scrolling on a phone, open an email later on a tablet, and complete a purchase on a desktop. Without cross-device tracking, we would attribute the sale to the last click, and miss the earlier touchpoints that had played a role in the sale.” ### Complete View of the Customer Journey Cross-device attribution provides a holistic view of a customer’s journey across myriad platforms and devices, showing how users engage with a brand as a complete picture. ### Touchpoint Value Analysis Not all touchpoints are of equal value for all customers or for all types of advertising media. Cross-device attribution lets you see what is working best on mobile, on desktop, on tablets, and beyond. You can get a sense of what ads convert best with various users across different platforms. ### Improved Message Targeting By better understanding customer behavior across devices, marketers can tailor their messaging and offers to individual users and their specific needs and preferences. ### Ad Fatigue Prevention When customers are hit with the same (or similar) ads over and over again, they can backfire, driving people away from a brand. By creating ads tailored properly for each touchpoint, businesses can avoid placing repetitive ads on multiple platforms, reducing ad fatigue and increasing engagement. ## Limitations of Cross-Device Attribution As with all facets of marketing (and life in general), there are always challenges to effective cross-device attribution, but if you know what to watch out for, you can minimize them. ### Privacy Concerns Any form of tracking a person can create both legal and ethical concerns. You need to make sure you are not violating any laws, such as GDPR (General Data Protection Regulation) or the CCPA (California Consumer Privacy Act). Keep in mind that some people choose to protect their privacy online, such as by using tracker-blocking browser extensions, which can make it harder for you to keep tabs on them. ### Data Gaps It is essentially impossible to track the entirety of a person’s online activity, so even with best practices in place, you still might miss some of the touchpoints of a user. You have to account for that as you analyze your data and acknowledge potential blindspots. ### Resources While you can automate a fair amount of cross-device attribution practices, implementing and maintaining cross-device attribution systems requires significant technical expertise, resources, and some ongoing hands-on management. ## Best Practices “Cross-device attribution matters because your dream clients are real people navigating real life — they’re scrolling on their phones between school drop-offs, checking emails on laptops during lunch breaks, and watching replays on tablets at night,” says Sophie Musumeci, founder of Real Entrepreneur Women. To be sure you don’t let a lead slip away, follow these best practices for cross-device attribution. ### Establish Your Objectives Clearly define what you want to achieve with your cross-device attribution efforts, whether it's increasing brand awareness, driving conversions, or improving customer retention. Then, set specific, measurable, achievable, relevant, and time-bound (SMART) goals and key performance indicators (KPIs) to track your progress. ### Map Out the Customer Journey As you collect data, consider touchpoints within the wider context. Map out many individual customer journeys, from awareness through to conversion and across platforms, so you can identify and study trends. ### Utilize Multiple Attribution Models Explore different attribution models like last-click, first-click, linear, time decay, and position-based models to see which best reflects your audience’s journey. Consider using a mix of attribution models to gain a more comprehensive understanding of customer behavior. ## What Are the Attribution Models Used in Cross-Device Attribution? As briefly noted above, there are two primary cross-device attribution models. Let's take a closer look at each of them now. ### Deterministic Attribution This approach relies on specific identifiers to link a user's activity across different devices. For example, if a user is logged into their Google account on their phone and computer, the system can track their activity on both devices. The benefit of a deterministic model is that it’s usually more accurate and precise. That said, this approach relies on having access to specific identifiers, which may not always be available or privacy-compliant. ### Probabilistic Attribution When direct identifiers are not available, probabilistic models use a broader range of data points to estimate the likelihood of a match. This might involve analyzing IP addresses, Wi-Fi networks, device types, location data, and online behavior patterns. Probabilistic models are useful when deterministic identifiers are unavailable, allowing for a more comprehensive view of user behavior across devices. But, keep in mind that this approach is less precise than deterministic modeling, and may sometimes produce incorrect data. ## How Can First-Party Data Be Leveraged for Better Cross-Device Attribution? As well as being less subject to wide-ranging privacy laws than third-party data, first-party data can significantly improve cross-device attribution by providing a more accurate and reliable view of customer interactions across different devices. By leveraging data collected directly from customers through your own channels, like websites and apps, you can gain a clearer picture of their journey and can attribute conversions more precisely. This leads to better insights into campaign performance, improved targeting, and more effective marketing strategies. ## Key Takeaways “Cross-device attribution is really about connecting the dots,” says Brian Kroeker, president of Little Rock Printing. “For example, from a customer first engaging with an Instagram ad on their phone, to browsing a site later on a tablet, to them completing a purchase later on a desktop. Without the right attribution in place, you risk giving credit to the last touchpoint while ignoring all the earlier ones that influenced the sale.” Or, on the other hand, you might miss a conversion and think your marketing efforts were unsuccessful. Proper cross-device attribution creates a full picture of the customer journey. It can make your ad spend more effective, improving return on investment (ROI), as well as helping with audience segmentation and targeting, and providing you with a wealth of data to analyze and act on. ## Frequently Asked Questions (FAQs) ### What does cross-device attribution mean? “Cross-device attribution is the process of understanding and tracking customer interactions across multiple devices and touchpoints in their buying journey,” says Michael Capote, CMO of German Car Depot. “Since customers are now moving between multiple devices such as smartphones, tablets, laptops, and smart TVs for their daily activities, it’s important to track their entire journey to achieve effective marketing measurement and optimization.” ### How can cross-device attribution help with frequency capping across devices? Cross-device attribution helps with frequency capping across devices by allowing advertisers to understand and track user interactions across multiple platforms. This information can help marketers implement a more comprehensive frequency cap that applies across all devices associated with a user. That way, users won’t see the same ad multiple times on different devices within the same household or user profile, which can otherwise cause ad fatigue. ### What tools and technologies are used for cross-device attribution? Cross-device attribution uses a variety of tools and technologies to track user behavior and attribution across different devices. Key tools include attribution platforms, data management platforms, and analytics tools from Google Analytics, Ruler Analytics Limited, HubSpot, Dreamdata, Adobe Analytics, and other companies. ### How does cross-device attribution differ from single-device attribution? Cross-device attribution focuses on tracking a customer's journey across multiple devices like phones, tablets, and computers, while single-device attribution only tracks interactions on a single device. Cross-device attribution offers a more complete view of the customer journey toward conversion, and allows for a more accurate assessment of campaign performance. Single-device attribution, on the other hand, may miss key touchpoints and provide an incomplete picture of the customer’s behavior. --- ### Content Management System (CMS): How It Works, Types, Best Practices URL: https://www.taboola.com/marketing-hub/content-management-system/ Last Modified: 2025-05-20 10:25:51 No matter what type of business you operate, having a well-organized website with clear, intuitive navigation is a must-have today. Behind most successful websites is a powerful content management system (CMS) that helps businesses and people create, manage, and modify content for the web with relative ease. ## What Is a Content Management System (CMS)? A content management system is a software that allows users to create, edit, organize, and publish digital content through a user-friendly platform without needing extensive coding knowledge. CMS platforms power a majority (68.7%) of all websites, with the CMS market expected to reach $28.09 billion by 2029, according to DiviFlash. Many CMS platforms have extensive libraries of pre-designed templates, plug-ins, add-ons, and external tools to help users manage content without the help of a web developer. A CMS separates content creation from the technical aspects of building a website: This empowers non-technical users to focus on creating valuable content while the system handles the behind-the-scenes functionality. Some examples of popular CMS platforms are WordPress, Shopify, Wix, and Squarespace, but there are hundreds of other options out there, depending on users’ needs. ## How Does a CMS Work? A CMS operates on a two-part system that makes website management accessible if you don’t have coding training. This includes: ### 1. Content Management Application (CMA) This is the user-facing portion of a CMS that allows content creators to add, edit, and delete content through an intuitive dashboard. It’s your site’s control panel where you write posts, upload images, and arrange your site’s content. ### 2. Content Delivery Application (CDA) This back-end component takes the content you’ve created, stores it in a database, and displays it according to your site’s templates when a visitor browses your site. When someone visits your site, the CMS retrieves the requested content from the database, merges it with the corresponding template, and displays the complete page to the visitor — all in real time. The separation between content and presentation ensures consistent styling while making content updates simple and efficient, without heavy lifting on the publisher’s part. ## Why Is a CMS Important? A content management system offers numerous competitive advantages for businesses, organizations, and individuals with a dedicated following. CMS platforms make web publishing accessible to the masses by removing technical barriers. Not a wizard at HTML, CSS, or JavaScript? No problem: A CMS eliminates the need for these skills for loading and updating content. This means your organization can save serious cash on development and maintenance costs. Additionally, most CMS platforms let you choose roles and permissions, allowing multiple team members to collaborate simultaneously with dedicated access levels. Plus, the templates and themes that come standard in most CMS platforms ensure uniform branding and design across all pages, maintaining a cohesive brand style and look no matter who’s creating the content. ## Pros and Cons of a CMS Pros Cons User-friendly interface that requires minimal technical knowledge. Performance lag compared to static sites, potentially reducing page load speeds. Collaborative workflows allow multiple users to work simultaneously. Security vulnerabilities if not regularly updated and properly maintained. Design consistency through templates and themes, and testing for device responsiveness. Plug-in conflicts that can cause compatibility issues or site errors. Content scheduling for automated publishing at optimal times. Customization limitations for highly specialized or unique functionality needs. Built-in SEO tools to optimize content for search engines. Vendor lock-in with some proprietary systems might make migration difficult and costly. Version control to track changes and revert updates if needed. Regular maintenance is required to keep the system secure and functional. Cost efficiency through reduced development and maintenance expenses. Learning curve for more complex CMSs like Drupal or enterprise-level systems. ## 5 Types of CMSs ### 1. Open-Source CMS Open-source platforms are available for anyone to use and modify. They typically have large community support and extensive plug-in options. - Examples: WordPress, Joomla, Drupal. - Advantages: No licensing fees, ability to tailor to your needs, community support. - Best for: Organizations with some technical resources or smaller budgets. ### 2. Proprietary CMS These CMSs are commercially developed systems that require licensing fees but often bake in ongoing professional support. - Examples: Adobe Experience Manager, Sitecore, HubSpot. - Advantages: Professional support, enterprise-grade security, integrated features. - Best for: Large enterprises with specific content requirements and dedicated budgets. ### 3. SaaS/Cloud-Based CMS These platforms operate completely online, with hosting and technical maintenance handled by the CMS operator. - Examples: Squarespace, Wix, Shopify. - Advantages: No installation required, automatic updates, managed security. - Best for: Small businesses and users who need a simple, no-frills solution. ### 4. Headless CMS A newer kind of CMS platform that separates content management from content presentation, allowing content to be used across multiple channels, delivering a high ROI on content production. - Examples: Contentful, Strapi, Agility CMS. - Advantages: Omnichannel content delivery, developer flexibility, and future-proofing. - Best for: Organizations with multiple digital channels (web, mobile, IoT). ### 5. E-Commerce CMS Specialized systems that cater solely to online stores with integrated payment processing and product inventory management. - Examples: Shopify, Squarespace, WooCommerce. - Advantages: Built-in e-commerce functionality, payment gateway integration. - Best for: Online retailers of any size. ## How to Choose the Right CMS in 8 Steps The CMS market is massive: There are over 800 CMS platforms globally, and more than 78 million websites use a CMS, according to Meetanshi. With so many options, choosing the best CMS entails careful consideration of your company’s needs. Here are some tips for narrowing down your choices: ### 1. Assess Your Technical Skills Be honest about your team’s technical knowledge and abilities. Some CMS platforms require users to be more tech-savvy than others. ### 2. Define Your Content Needs Consider what types of content you’ll publish, how often, and what special features you might want or need down the road. ### 3. Consider Your Budget Factor in not only the initial costs of the CMS, but also ongoing expenses for hosting, plug-ins, themes, and maintenance. ### 4. Explore Ease of Use The interface should take the guesswork out of the process for your content creators, especially if they have limited tech skills. Look for demos or trial versions to take the CMS for a test run. ### 5. Check Customization Options Ensure the CMS can grow with your business and audience to accommodate future needs (such as payment integration, for example). ### 6. Research Security Features Security should be a top priority, especially if you’ll handle sensitive personal or financial information from customers or site visitors. ### 7. Assess SEO Capabilities Built-in SEO tools don’t always help your site’s visibility in search results. Clarify what the CMS’ SEO tools can actually do, how they work, and how much technical SEO maintenance may be required. ### 8. Consider Integration Requirements The CMS should play nicely in the sandbox with other tools your business uses, such as a CRM or marketing automation software. ## CMS Best Practices ### Content Organization - Create a logical content hierarchy that makes content navigation simple for site visitors. - Use consistent naming conventions for pages and assets. - Build an easy-to-use taxonomy with relevant content categories and topic tags. ### Security Measures - Keep your CMS and all plug-ins and themes updated. - Use strong passwords and two-factor authentication for all admins and content creators. - Have regular content backup procedures in place. - Consider security plug-ins or services for additional protection. ### Performance Optimization - Optimize images before uploading to avoid loading or display issues. - Use caching plug-ins or features. - Minimize unnecessary plug-ins, which can impact page load speeds. - Choose quality hosting that can handle your site’s traffic. ### Responsive Design - Choose templates that work well on all device types and sizes. - Test your site regularly on different devices. - Consider mobile users in your content creation process. ### Content Quality Control - Create clear workflows for content creation and approval. - Document style guidelines for consistency. - Implement regular content audits to ensure high quality. - Define user roles and permissions appropriately. ## Key Takeaways A CMS separates content creation from technical implementation, making website content management more accessible to non-technical users. Choosing the right CMS involves balancing tech requirements, ease of use, customization needs, and budget. ## Frequently Asked Questions (FAQs) ### What are the advantages of using a CMS? The key advantages of using a CMS to power your website include ease of use, collaborative workflows, consistent design, lower web development costs, improved SEO capabilities, and scalability. Modern CMS platforms increasingly rely on AI-powered features such as generative content creation and predictive analytics to round out their offerings. ### What are the disadvantages of using a CMS? Potential drawbacks of a CMS include performance overhead compared to static sites, security vulnerabilities if not properly maintained, feature limitations on some platforms, and potential for plug-in/compatibility issues. Some organizations might also end up needing extensive customization features that go beyond a CMS’ usual capabilities. ### What are the most popular CMS platforms? WordPress remains the most popular CMS by a long shot, powering 61.3% of all CMS-based websites. Shopify ranks second at 6.7%, followed by Wix at 5.2%, according to W3Techs. ### How do you choose the best CMS for your needs? To choose the right CMS for your needs, define your requirements, including content types, tech capabilities, budget, and future growth plans. Consider how easy the platform is to use and rework, security, and integration features. Always request a demo or a trial period before making a final decision. ### Is a CMS necessary for all websites? Not all websites need a CMS. Simple websites with sporadic updates might be better served by static site generators or hand-coded solutions. However, the overall trend is moving toward CMS adoption: The percentage of hand-coded websites fell from 76% in 2011 to just 33% in 2022, according to WP Beginner. --- ### Display Ads: Definition, Benefits Beyond the Banners URL: https://www.taboola.com/marketing-hub/display-ads/ Last Modified: 2026-06-25 09:41:37 The digital landscape right now is massive and overwhelming, to say the least. It’s a vast and endless ocean of information and interactive opportunities pulling users in all directions, so attracting the eyeballs (and clicks) of your target audience can feel especially challenging. While search engines help focused users find what they're actively looking for, what about capturing their attention during passive browsing, app use, or gameplay? That's where display advertising comes in and can be enormously helpful, directing people to your product, site, app, or business. As a copywriter and content writer for nearly two decades, I’ve seen the evolution of display ads and what they’re capable of, and the clever ways advertisers work around their limitations (more on that here). On the surface, some of them may still look the same as the early 2000s — just a rectangle rotating through slides — but the work that goes on behind it is completely different, and would be disorienting to even think about 20 years ago. For those just starting out learning about display ads, or for people even older than me: If this were the pre-internet days, think of display ads as the digital equivalent of billboards or magazine ads, only much more strategically placed, and zeroing in on the right audience as much as possible. The results speak for themselves: In 2024 alone, spending on display ads topped over $300 billion, and made about 14 billion impressions. Display ads, especially nowadays, have gone beyond proving themselves as a useful tool for building brand awareness, driving website traffic, and generating leads. So, what exactly are display ads in detail, how do they work, and most importantly, why should marketers care? I’ve taken a deep dive into the ins and outs of display advertising, its history, various forms, and overall potential, as well as how they can help your business. I’ve also enlisted the help of two experts for this piece: Rodrigo Cesar, digital marketing specialist/CEO at SSInvent, and Mimi Nguyen, founder and head of marketing of Cafely. ## What Are Display Ads? At their most basic core definition, display ads are a type of online advertising that combines visuals like images, videos, and animations along with text to share a carefully crafted marketing message. But, unlike the text-only ads that pop up next to search engine results based on specific keywords, display ads usually appear on websites, apps, and videos through various ad networks. These networks, one of the biggest being the Google Display Network, link advertisers to a wide range of websites to showcase their ads to users. “As the CEO of a digital marketing agency, I spend a lot of time helping clients grow their visibility online, and display ads are one of the foundational tools I often use to make that happen”, says Cesar. “They're essentially visual ads — banners, squares, pop ups, even video — that show up across websites, apps, and platforms. If you’ve ever seen an ad at the top of a news site or in the sidebar of a blog, you’ve seen a display ad in action.” “They work by targeting you in a variety of ways,” says Nguyen, “like who you are, where you’re located, or what websites you’re browsing — even showing you things you’ve already looked at before. As soon as you click on one, you’re taken straight to the advertiser’s page.” For a real-world example, let’s say you're reading an article about the best running trails in your state. A banner ad for a new brand of running shoes catches your eye at the top of the page. That’s a display ad doing its thing, cleverly using the context of your browsing to show you a product that might just pique your interest. They know you’re already reading about running, specifically looking at trails, and the next logical step would be some good shoes, so a captivating display ad is designed to draw you in. It’s not a guaranteed win for them, though: You may already have running shoes you’re happy with, tune out the ad, and keep reading the article. Still, if the display ad gets in front of the eyes of multiple thousands of runners, there’s a good chance some are going to hit that combination of needing new shoes, clicking through, and ultimately buying a pair — or may in the future as the ad follows them around the web. “What makes display ads powerful is their reach,” Cesar adds. “They’re not about waiting for someone to type something into Google. Instead, they help brands show up where their potential customers already are.” ## How Do Display Ads Work? “These ads are placed through networks like Google Display Network or Facebook’s Audience Network and are often targeted based on behavior, interests, demographics, or past website activity,” says Cesar. Though a banner ad may look simple (it was, after all, one of the earliest forms of internet advertising), a display ad has quite an epic journey from advertiser to your screen, involving both technology and marketing strategy. “I use them to raise awareness, build familiarity, and retarget people who may have visited a client’s site, but didn’t take action,” Cesar continues. “It’s like giving your brand a second or third chance to be remembered.” Here's a brief breakdown of the process: ### Advertiser Creation First, the advertiser designs their display ad, which can be an image, animated GIF, video, or some other sort of creative interactive element. They also clearly define their target audience based on factors like demographics, interests, browsing behavior, and website visits. ### Ad Network Connection The advertiser uses an ad platform, such as Google Ads, or an advertising service to link up with an ad network. These networks collaborate with endless websites and apps that have set aside space for showing ads. ### Bidding and Matching When a user visits a website within the ad network, an ad auction often takes place in milliseconds. Advertisers bid on the opportunity to show their ad to that specific user based on the targeting criteria they've set. The ad network's algorithm then determines the winning bid and the most relevant ad to display. ### Ad Delivery The winning ad is then served and displayed in the designated ad slot on the website or app that you’re currently viewing. ### User Interaction If the user finds the ad compelling and clicks on it, usually they’ll be directed to the advertiser's landing page, where they can learn more about the product or service and potentially make a conversion (generally a purchase, sign-up, or download). It's a fascinating process, and not just for us marketing nerds. The whole experience is frequently automated via programmatic advertising, where technology manages the buying and selling of ad space instantly, using sophisticated algorithms and data insights. Tools like Realize leverage a dedicated performance AI to simplify this process, ensuring your display ads target the right audience and are tailored on the fly to enhance performance. Realize, in fact, analyzes vast amounts of first-party data to understand user intent and engagement patterns, allowing advertisers to craft ever more relevant and effective display ad experiences. ## Types of Display Ads Display ads come in a variety of shapes, sizes, and formats, each designed to capture attention in different ways. “There are several types I work with, depending on a client’s goals,” says Cesar. “Traditional banner ads are still widely used, but responsive display ads — which automatically adjust in size and layout depending on where they appear — are becoming more popular because of their flexibility. I also rely heavily on retargeting ads, which follow users who have previously engaged with a site or product.” Here are the core types of common display ads you’ll most likely encounter: ### Banner Ads Probably the first thing that comes to mind when you hear the words “display ad,” these are the classic horizontal ads that typically appear at the top or bottom of a webpage. They come in various standard sizes, the most common ones being: - Skyscrapers: Tall, vertical ads that run along the sidebars of websites. - Square and Rectangle Ads: Versatile ad units that can be placed in various locations within a website’s content. - Leaderboards: Wide banner ads that are often placed at the very top of a webpage. - Half-Page Ads: Vertical ad units that can take up a lot of space and be visually impactful. - Mobile Banner Ads: Smaller ad formats generally optimized for display on mobile devices. ### Rich Media Ads These ads go beyond static images and incorporate interactive elements, animations, video, or audio to create a more engaging experience. They’ve evolved a lot over the years and provide opportunities to play around with the format and make it more fun, innovative, memorable, and even viral. ### Video Ads These are short video commercials that can play within or alongside website content, or within video players. “Video display ads have gained a lot of traction, especially on platforms like YouTube and in mobile apps, where video performs extremely well,” says Cesar. ### Interstitial Ads Full-screen ads that appear between page loads or app interactions. ### Native Display Ads While closely related to native advertising (which blends seamlessly with surrounding content — more on that later), native display ads are still served through display ad networks, but are designed to match the look and feel of the website they appear on. ## Pros and Cons of Display Ads Like any marketing tactic, display advertising is going to have its ups and downs. “Display ads come with both advantages and challenges,” advises Cesar. “On the positive side, the visual nature of display advertising means we can create eye-catching creative that sticks in people’s minds. The reach is massive, and when used for retargeting, display ads can be incredibly efficient at bringing back potential customers who need a little nudge. On the downside, users have become very good at tuning out ads.” “Another issue,” he continues, “is that people aren’t always in a buying mindset when they see display ads, so conversions may be lower compared to search ads. And, of course, ad blockers can limit visibility altogether, depending on the user.” Here’s a breakdown of the benefits and setbacks: ### Pros ### Broad Reach and Awareness Display networks can have an extensive reach, allowing advertisers to connect with a wide audience across a whole multitude of websites and apps. This makes them an excellent option, not just for building brand awareness, but also reaching potential customers who might not be actively searching for your products or services (yet). “Reach would be the number one upside — you just can’t beat being in front of 90% of all internet users,” says Nguyen. “Smart targeting is another good one, as you can zero in on exactly who you want to reach. As someone who loves playing around with picture and video editing, I love the creative freedom I get with working on Cafely’s own display ads.” ### Visual Storytelling One of the big benefits of display ads is showing instead of just telling. Rather than shoving slides in front of users’ eyes, these allow for more compelling storytelling, and the showcasing of products and services in a more engaging way. Using capabilities like images, videos, and animations can capture attention and convey key points faster, not to mention being more visually stimulating than text alone. It can be a powerful, memorable way to make an impression, and one that creates a positive connection to your product. ### Precise Targeting Options One of the biggest ways modern display advertising differs from the early days is how platforms offer more sophisticated targeting capabilities. Advertisers can now reach increasingly specific demographics to pinpoint the audience they want. It’s not just the basics like age, gender, and location, but interests, behaviors, even retargeting users who previously interacted with their website. This helps ensure that your ads are shown to the most relevant audience, especially if the ad platform you’re working with uses AI that allows for targeting by intent, rather than just identity. ### Cons ### Banner Blindness “‘Banner blindness’ means that if the ad isn’t truly relevant or engaging, it’s likely to be ignored,” Cesar points out. Over time, users (myself included) have become incredibly skilled at tuning out banner ad placements. Banner blindness can significantly reduce the effectiveness of display ads if they aren’t visually compelling and strategically placed. ### Potentially Lower Click-Through Rates (CTR) Compared to search ads, display ads often have much lower CTRs, often between 1% and 3%, and even that’s considered really good, as it’s usually less than 1%. Users browsing content may not be in a buying mindset at the moment they see your ad, and the visual distraction of ads can sometimes be more of a pain than an invitation to click. It’s the same feeling as trying to have a conversation with someone who's engrossed in a book — you might need a really compelling opening line or they’re going to ignore you, or get annoyed and form a negative association with your product. ### Ad Blocking Software “Banner blindness is a real challenge,” says Nguyen. “But, there’s also ad blockers, so there’s a decent chance some people will never see your ads at all. Plus, placement problems could mean your ad might show up next to content you don’t want.” While ad blockers were once just an application that your tech-savvy friend had, it’s now become extremely common. A significant segment of users have ad-blocking software running all the time, which can be a huge hurdle for advertisers to get around, as ad blockers prevent display ads from even being shown. Needless to say, this can severely limit the reach of your campaigns, and force you to look at alternative strategies to connect with your audience. ## How to Create Display Ads: Best Practices “As someone who creates display ads for clients daily, I always start with the basics,” says Cesar. “Make it visual, make it fast, and make it clickable.” ### Size “I usually stick with the most effective and widely supported formats like 300x250 (medium rectangle), 728x90 (leaderboard), and 160x600 (skyscraper),” says Cesar. “Responsive display ads have become a go-to because they adapt to the screen size — essential for today’s mobile-first browsing behavior.” Nguyen agrees, and says that “there are a few golden rules to keep in mind: First is that size matters, literally. Best to stick to standard sizes, because they show up in more placements and tend to perform better.” ### Copy This is the area that’s been the center of my working life for a long time, and one thing I can say with absolute confidence is: Keep it short and simple. “You have about one to two seconds to make an impression,” agrees Cesar. “I write headlines that speak directly to a pain point or a desired outcome. Something like ‘Tired of Slow Wi-Fi?’ or ‘Grow Your Business 3X with SEO’ works better than generic slogans. The body text supports the headline with a benefit or value proposition, not fluff.” “It needs to be ultra-clear,” adds Nguyen. “No need to try to be clever. I go for ‘scannable and strong,’ like ‘Bold flavor, zero crash’ because that tells you exactly what to expect from our coffee.” ### Call to Action (CTA) This is what wraps it up, and is the final push to drive a user to click. “Your CTA should be clear and action-oriented — ‘Get a Free Quote,’ ‘Shop Now,’ ‘Learn More,’ or ‘Claim Your Offer,’” suggests Cesar. “I always test different CTAs to see what resonates, but the golden rule is, don’t make the user think. Make it obvious what they should do next.” “It should pop,” says Nguyen, “both visually and contextually. Saying something like ‘Try Now’ or ‘See Flavors’ will perform better than the generic ‘Learn More’ buttons.” ## How to Target the Right Audience With Display Ads Casting the widest net possible may feel like a logical first instinct, particularly on a limited budget. But sometimes, less is more. Though the number of eyes on your ad may be smaller with increased targeting, it’s often much more efficient, and worth it in the long run. “We’ve had moderate success using contextual targeting — placing ads on sites that already attract coffee lovers, wellness readers, or busy professionals,” says Nguyen. “It’s not just about who they are, though, but what they’re doing in the moment. Behavioral targeting is another go-to: Showing our ad to someone who’s already visited our site or searched for similar products.” “For a health food brand,” says Cesar, “we targeted users reading fitness blogs and nutrition forums using affinity and in-market audiences. We combined that with keyword targeting for paleo and keto diets. The CTR increased by 40% once we aligned the creative with the content they were already consuming.” ### Tools to Use With the evolution of display ads and ad networks, there’s a lot of tools to choose from. That can be daunting for a newcomer, but it’s best to break it down by what your specific goals and needs are. “I worked with a SaaS company that wanted to reach startup founders,” recalls Cesar. “We used LinkedIn’s Audience Expansion tool in combination with Google Display placements on business news sites like TechCrunch and Fast Company. By narrowing the audience to specific job titles and interests, we tripled conversions compared to a broader campaign.” ## How to Retarget With Display Ads Didn’t get someone to click through and make a purchase the first time? All hope isn’t lost. With retargeting, you get a second (and often third) opportunity to present your product again, from a new angle, with altered copy and images. “Though retargeting might seem redundant to some, it’s been one of our consistently effective tools,” says Nguyen. “There was one particular time when we did a campaign targeting people who left items in their cart — just a simple nudge with a limited-time discount as incentive — and our CTRs nearly doubled.” ### Adjusting Your Ad “Retargeting is where display ads really shine,” says Cesar. “We helped an e-commerce brand recover 22% of abandoned carts just by showing users dynamic product ads of the exact items they left behind. We also added urgency with copy like, ‘Only 3 left in stock!’” “We showed display ads to visitors that had already browsed our site but didn’t buy,” recalls Nguyen. “We showed them the exact blend they were looking at and it gave our conversions a significant boost.” ### Utilizing the Retargeting Funnel Cesar provided the following example for making the best use out of a retargeting funnel. “For a B2B client, we created a three-stage retargeting funnel: Visitors who didn’t fill out a form saw a reminder ad within three days, a testimonial-based ad a week later, and a time-sensitive offer ad at the two-week mark. This layered approach led to a 54% increase in lead quality.” ## How to Measure Display Ad Performance Metrics are your guiding light through this entire process, and tracking the right metrics is absolutely crucial to understanding the effectiveness of your display campaigns. “When I’m running a campaign,” says Cesar, “I always pay close attention to several key metrics to gauge how things are going. Click-through rate is important — it tells me if people are even engaging with the ad at all. But, I also look at conversion rate to see if those clicks are actually turning into sales or leads. Cost-per-click and cost-per-acquisition also help me understand whether we’re getting the results we want for the budget we’re spending.” Some other key metrics to monitor: ### Impressions Cesar notes that “this refers to the number of times your ad was displayed to users, and provides a basic measure of your ad's reach.” ### Click-Through Rate (CTR) “This is, like the name suggests, the percentage of impressions that resulted in a click,” says Cesar. “CTR is an important metric since it indicates how relevant and engaging your ad is to the audience it's being shown to. A higher CTR generally suggests a more effective ad, and that you’re doing something right.” ## How to Optimize Display Ad Performance “When it comes to optimizing display ads,” says Cesar, “I always remind clients that good creative gets you in the game, but testing is what wins it. Optimization is all about iteration — tweaking headlines, testing CTAs, refining imagery, and making sure the right message is reaching the right person at the right time.” "The most successful display campaigns I’ve run all had one thing in common: Relentless testing,” Cesar continues. “We don’t just launch ads — we study how people interact with them. That means A/B testing headlines, experimenting with imagery, rotating CTAs, and constantly refining based on what the data tells us. The best-performing ad creatives almost never start that way — they’re built over time." I asked Cesar to provide a real-world example of this from his career: “I ran a campaign for a travel gear brand where we tested four variations of the same ad, each with a different headline and image combo. One version said, ‘Built for Adventure,’ while another leaned into social proof: ‘Used by 500,000+ Travelers.’ After two weeks, we found that the social proof ad had double the CTR and a 30% lower cost per acquisition. We immediately scaled that variation and paused the rest. Without structured testing, we would’ve kept spending on an underperforming version.” Here are some tools you can use to optimize your ads: - Google Ads Experiments: Good for A/B testing ad variations at scale. - Canva Pro/Adobe Express: Helpful for rapid visual iterations across different sizes. - Google Optimize: Primarily for landing pages, this is useful for aligning ad creative with site variations. - AdCreative.ai: A tool that uses AI to generate ad creatives with performance scores based on past winners. - Semrush Display Advertising Tool: Handy for seeing what your competitors are up to, as well as benchmarking ad creative ideas. - Hotjar/Microsoft Clarity: Good for seeing what users do after clicking your display ad. - Realize: Great for A/B testing creative and retargeting at scale, in real time. ## Budgeting and Bidding for Display Ads This can be a tough one, especially for businesses just launching, when budgets are low and the pressure to succeed is high. But, with the right test budget amount and targeted efficiency, it’s possible to make it work (and even end up spending less than you planned). ### Where to Start “For most clients starting out, I recommend a test budget of $500–$1,000 a month,” says Cesar. “I usually begin with manual CPC bidding to stay in control, then shift to automated bidding like Target CPA once we’ve got enough conversion data. One client cut their cost per acquisition by 28% after making that switch.” ### Targeted Spending “When I managed a campaign for a regional law firm, we used geo-targeted bidding to prioritize cities with the highest caseload potential,” says Cesar. “That simple geographic tweak, combined with device bid adjustments (we bid more for desktop), helped reduce wasted spend and improved overall ROI.” “I usually set a daily cap to avoid surprises,” advises Nguyen. “We start small, test creatives, then scale what works. For cold audiences, CPM bidding helps us build awareness affordably. For warm leads, I switch to CPC or even CPA — more performance-based. The magic is in testing, tweaking, and trusting the data!” ### Conversions Conversions track the number of desired actions taken by users after clicking on your ad — things like making a purchase, filling out a form, or signing up for a newsletter. “View-through conversions are another one I track,” says Cesar. “That’s when someone sees an ad but doesn’t click, then later visits the site on their own and converts. It shows that the ad still made an impression.” ## Beyond the Banner: Alternatives to Display Ads Display ads have been a constant presence since the internet took off. While they’re still a powerful tool, they’re not the only one: Marketers nowadays have a range of alternatives to consider. “When a client is focused on capturing high-intent traffic, I often recommend search ads because they reach people actively looking for something,” says Cesar. “Social media advertising can also be incredibly effective, especially on platforms like Meta, TikTok, and LinkedIn, where targeting is hyper-specific and engagement is high. Native advertising is another great alternative — it blends into the content of a site, so it feels less like an ad and more like useful or entertaining content. Depending on the business, I’ve also seen email marketing outperform other channels in terms of ROI, when done right.” Nguyen agrees. “Search ads typically convert better, since people are actively looking for what you’re selling,” she says. “Native ads seamlessly blend into content so it’s less intrusive. Influencer collabs (our current favorite!) is like word of mouth, but at scale.” Here’s a closer look at each one of those: ### Search Ads These text-based ads appear alongside search engine results when users search for specific keywords related to your business. They’re not as flashy as images, but they’re excellent for targeting users with a clear intent, often leading to higher conversion rates. “Search ads are intent-driven. They show up when someone is actively searching for a solution, product, or service, which usually means they’re closer to making a decision,” says Cesar. “Display ads are more passive — they’re great for brand awareness and retargeting, but they don’t always catch people at that decision-making moment. I use them together strategically, depending on where a customer is in the funnel.” ### Native Advertising Native ads are designed to camouflage with the content of the website or platform they appear on. They often take the form of articles, videos, or social media posts that are less invasive and overt to the user, while subtly promoting a brand. ### Social Media Advertising Sites like Facebook, Instagram, and LinkedIn offer tons of advertising options that allow you to target users based on their interests, demographics, and behaviors, all within the social media space. These ads can take various forms including images, videos, text, and lead generation. ## Key Takeaways “Display ads are a critical piece of a well-rounded digital marketing strategy,” says Cesar. “They work especially well for brand awareness, retargeting, and reaching people across a broad network of sites and platforms. But, to be truly effective, they need to be thoughtfully designed, well-targeted, and supported by strong creative. I always tell clients that display ads won’t work in a vacuum: They’re most powerful when used alongside SEO, social media, and email to guide potential customers along their journey from awareness to action.” Even with real challenges like banner blindness and ad blocking, the use of strategic planning, compelling creative, precise targeting, and careful performance measurement are the key to unlocking the true potential of display ads. ## Frequently Asked Questions (FAQs) ### Display ads vs. native ads: What’s the difference? In its simplest terms, display ads are a traditional form of online advertising that uses visuals and text in designated ad slots on websites and apps. They’re generally different from the surrounding content, not just to be eye-catching, but because they weren’t designed with the platform they appear on in mind. Native ads, on the other hand, are made to match up with the look and feel of their surroundings, even resembling editorial content or social media posts. Native ads tend to be less invasive and can sometimes achieve higher engagement rates due to their integrated nature, but can also annoy readers if they discover that the article they’re reading is really an ad halfway through. For a deeper dive, check out our article on native ads versus display ads. ### Display ads vs. search ads: What’s the difference? Display ads are visually based, and shown on websites and apps within ad networks, targeting users based on their browsing behavior, interests, and demographics. Search ads are a bit different: These are text-based ads that appear alongside search engine results when users search for specific keywords. The advantage is that search ads target users with explicit intent, while display ads can reach users who may not be actively looking for your product or service, but might be interested based on their online activities (plus you have the advantage of using eye-catching art and design). ### What are examples of display ads? There’s a near-zero percent chance you’ve never seen a display ad, even if you’re just learning about them right now. You've likely encountered at least one of these: - Banners at the top of news websites showcasing a new product or promotion. - Square ads within the sidebar of a blog featuring a relevant service. - Video ads that play before or during online video content. - Animated GIFs promoting a sale on an e-commerce site. - Rich media ads with interactive elements that you can engage with directly on the webpage. - Retargeting ads showing you products you recently viewed on an online store as you browse other websites. - Mobile banner ads at the bottom of your screen while using a mobile app. ### Are Carousel ads a type of display ad? Carousel ads are an interactive format of online advertising that displays multiple images or videos (cards) within a single ad unit, allowing users to swipe through them. Each card can feature its own headline, description, link, and call to action. While both aim to capture user attention with visuals, the key difference lies in the carousel's interactive and multi-asset nature compared to the often static single visuals of traditional display ads. Carousel ads are predominantly used on social media platforms like Facebook, Instagram, LinkedIn, and TikTok, as well as some ad networks. They are considered a type of display ad because they utilize visual elements to convey a marketing message and appear within the display inventory of these platforms. However, their unique swiping functionality and ability to showcase multiple products or tell a story in sequence often lead to higher engagement and click-through rates than standard display formats. ### What are RDAs? RDAs, or Responsive Display Ads, are a type of ad format available on Google Ads (not Facebook advertising). The difference with these is that they automatically adjust their size, appearance, and format to fit pretty much any available ad space across the Google Display Network. Instead of creating multiple fixed-size display ads, all you have to do with RDAs is provide the system with various assets like images, headlines, descriptions, and logos. Google's machine learning does the rest, combining and optimizing everything into professional-looking ads across different websites, apps, and devices. It’s a huge time-saver and can improve reach, too. ### Is it better to use automated bidding for display ads? The short answer is yes: Automated bidding can absolutely be a good starting point for display ads, especially for beginners. This option saves time by letting algorithms automatically adjust your bids to maximize results within your budget and minimize the stress, pressure, and uncertainty that comes with a new campaign. Simple strategic settings like "Maximize Clicks" or "Maximize Conversions" can help you achieve initial goals without requiring extensive, and tedious, manual bid management. That’s not to say that manual bidding has no value, though. As you gain more experience and confidence in creating ads, consider manual bidding for more specific controls. But, for newbies to display advertising, automated bidding is an efficient way to optimize performance, and learn how the platform even works, before diving into more complex strategies. ### What do I do when my display ad isn’t approved? This is something you’ll probably encounter eventually. It happens, and while annoying, it can often be easily remedied. The first step is to review the disapproval reason — and review it carefully. Find out the specific policy violation your ad was flagged for. After that, re-examine your ad copy, visuals, and landing page to catch and change what might be causing the issue. After making the necessary corrections, resubmit your ad for review within the platform. If you still experience disapproval despite making changes, contact the platform's support team directly. ### Why is my ad spend so low on the display campaign? There are a few potential reasons this could be. The most obvious one is that your budget might be set too low, or your targeting could be too narrow, limiting the scope of your potential audience. Low bids in manual bidding mode, or aggressive target CPA/ROAS (Cost Per Action and Return on Ad Spend) goals in automated bidding can also end up restricting spending, too. Other reasons might include a small overall audience size for your criteria, low ad quality leading to fewer impressions, website or placement exclusions, or a limited campaign schedule. Reviewing your campaign’s settings and performance metrics within the ad platform and playing around with it can help pinpoint the specific cause. --- ### Brand Safety: What It Is, How It Affects Performance URL: https://www.taboola.com/marketing-hub/brand-safety/ Last Modified: 2025-05-20 08:51:25 The saying “you are the company that you keep” is a longtime phrase for a reason: It means that the types of people you surround yourself with are a reflection of you as a person. This concept can be applied to brands, as well. For example, audience studies overwhelmingly find that where a brand’s ad can be found influences perception of the brand or product. Research by Integral Ad Science found that 82% of consumers say it’s important the content surrounding online ads is appropriate, and half say they are likely to stop using a product or service of a brand whose ad appears near inappropriate content. Brand decision makers, however, don’t always register that concern at the same level: Fewer than one in four (24%) of marketers consider ensuring brand safety and suitability a top concern for media investments, according to findings from The Interactive Advertising Bureau’s 2025 Outlook Study. ## What Is Brand Safety? Brand safety is the practice of ensuring your brand — including ads, mentions, visuals, etc. — only appears in placements that align with your values and uphold its reputation. When ads appear alongside content (either other ads or editorial features) that doesn’t align with your brand or you want to be associated with, this can impact audience perception of, and actions toward, the brand. That’s why it’s important to define the areas, such as industries, topics, or themes, that don’t align with your brand or could negatively affect perception. These may include harmful or hateful speech or groups, drugs or alcohol, weapons, gambling, violence, sexuality, misinformation, or politics, to name a few. Beyond the overall reputation, prioritizing brand safety protects ad spend and ability to convert. ## How Does Brand Safety Work? Previously, ads were commonly purchased as direct buys, meaning a media buyer picked the online placement based on knowing that the website attracts an audience similar to their target customer. Online, the ad generally would run for a set timeframe or number of impressions. Today, media buyers aren’t securing the ideal placements based on location as much as they are targeting the right person. Through technology, inputs, and algorithms, ads are matched with viewers and can follow the user, being shown when ad space is available where they are online, in real time. These practices are known as programmatic advertising and behavioral targeting. This is where the need for brand safety is important for marketers to ensure their ad isn’t placed on a site or page, or next to another ad, that goes against its reputation. ### Brand Safety in Advertising Campaigns Ensure brand safety is protected during a campaign by setting it up to align with expectations and requirements. Consider the following before launching a campaign: - Align internally on your brand story, and where it falls regarding brand safety and brand sustainability (what your brand is okay being associated with). - Choose a trusting and established advertising partner who has tools and inventory to support your campaign needs. - Set information for the ad campaign — inclusion or exclusion keywords or topics, levels of tolerance by segment, integrations that guide placements, etc. ## Why Is Brand Safety Important to Advertisers? As an advertiser, brand safety is essential to keep in good standing with both your audience and ad spend. Audiences don’t always consider or understand the nuances of media buying, so they can equate the content or information near an ad as complementary, or that the ad was purchased to be placed there. When your ads are placed in spots you don’t want them, you aren’t making good use of your ad budget. Impressions can be wasted on the wrong audience, and click throughs on the ad may not be your ideal customer, reducing the return on ad spend. ## Why Is Brand Safety Important for Publishers? Brand safety is key for publishers’ credibility. If a publisher can’t be trusted with its ad placements, advertisers may not want to work with them. This could result in a loss of advertising revenue and publisher reputation. Remain transparent to advertisers on brand safety protocols by understanding how to accommodate advertiser requests, providing transparency in your guidelines, and staying current with the technology used to ensure brand safety requests. ## Brand Safety and ROI The balance of brand safety and maximum return on investment for ad spend requires continuous attention. Before working with a vendor or platform, define your own brand standards, set up the campaign with the correct information, and review data so outcomes align with expectations. The balance between tolerance of risk levels can change outcomes, so consider where your brand lies within each. By setting brand safety categories and risk tolerance levels, you are also ensuring the right types of people have the opportunity to be served your ad, which leads to your brand’s ideal customer profile clicking it. That is the ideal return on ad spend. ## Verification and Monitoring Advertisers and publishers can ensure brand safety through ad verification and monitoring solutions, which ensure that digital ads are delivered as expected. Verification, often carried out by third-party vendors, audits ad delivery against the campaign’s criteria for safety and relevance. Once set up, typically through a piece of code as a tag, the tag collects information about the ad’s placement, including websites, audience, locations, and more. It can also detect fraudulent activity like bots or click farms. Advertisers can monitor the data collected in near real-time to ensure brand safety is being maintained, and ad spend is being used as anticipated. ## Best Practices to Ensure Brand Safety Brand safety best practices aren’t simply good rules to consider, they’re something that you want to be thoughtful of to ensure your brand’s reputation and campaign outcome thrive. ### Work With Reputable Advertising Platforms and Networks Find a platform that is transparent about how it ensures brand safety. Many networks have their own tools or work with third-party verifiers. For example, Taboola offers a three-pillar approach to ensure brand safety and brand suitability, while partnering with verifiers to ensure targeting rules are upheld: - Environment: Control over the sites and article topics on which you want your brand to appear. - Experience: Flexibility of how your ads are served on the page and what surrounds them. - Accountability: Partnerships with leading safety, verification, and measurement platforms. ### Set Parameters for Ad Placements Once you have vetted a platform to support brand safety, refine inputs for your ads and campaigns with the following: - Pre-bid filters: Categories where a placement won’t be considered. - Inclusion and exclusion lists: Websites, apps, URLs, or categories that ads specifically can or cannot appear in. - Keyword blocking: Specific words or phrases the ad will not display by. - Platform-specific controls or verifications. ### Don’t Be Too Strict With Settings While you want to be mindful to keep brand safety in check, setting parameters that are too tight can potentially have negative effects. By excluding too many categories, keywords, or locations, you could be eliminating placements where your audiences are, or paying more due to limited inventory or missing value placements. Find the balance between caution and strategy when applying brand standard practices. ## Key Takeaways With consumers equating your brand to its placements, defining and maintaining your brand safety is critical. Implementing brand safety requires defining unsuitable topics and applying tools like filters and exclusion lists to control ad placements. Continuous monitoring and finding a balance between strict controls and sufficient reach are essential for both advertisers protecting their spend and publishers maintaining credibility. ## Frequently Asked Questions (FAQs) ### Brand safety vs. brand suitability: What’s the difference? Brand safety is about brands avoiding content that is considered to be harmful, inappropriate, or illegal. The related concept of brand suitability is where content that the brand deems inappropriate to be associated with is excluded. ### What types of content should be excluded for brand safety? Anything widely regarded as harmful or negative should be excluded for brand safety. Examples of these topics include hate speech, harmful language, factually inaccurate information, or illegal substances or activities. Additional considerations when evaluating brand safety or brand suitability standards may include topics or specific sites related to politics, science, health, or social issues. ### How do tools like IAS, DoubleVerify, and Moat work? Ad verification tools — such as Integral Ad Science (IAS), DoubleVerify (DV), and Moat, among others — provide a check for advertisers and publishers to ensure ads are being placed where and how they are intended. They watch for ad fraud, brand safety, compliance, targeting, and viewability. They help optimize for ad efficiency, reputation, reach, and transparency. ### Can I integrate brand safety solutions with my DSP? Look for DSPs that offer integrated providers, such as IAS, DoubleVerify, and MOAT, as part of their platform through a Brand Safety Pre-Bid. This allows for granular brand safety and brand sustainability adjustments all in one solution. ### What tools or platforms help maintain brand safety? Choose a partner that supports brands looking to maintain their safety and sustainability. Ask what tools are available to you around brand safety and brand sustainability, including knowledge centers, chats, resource sections, integrations, or help centers. --- ### 302 Redirect: What It Is, How It Works URL: https://www.taboola.com/marketing-hub/302-redirect/ Last Modified: 2026-06-22 08:30:28 If you’ve ever moved a webpage temporarily, or needed to reroute traffic due to a site update or maintenance, you’ve likely had to deal with a 302 redirect. This type of redirect informs search engines and browsers that the change is only temporary. This is unlike a 301 redirect, which is a permanent change. But, when do you use 302 redirects, and what types of errors can occur if they’re not set up correctly? Whether you’re learning about 302s for the first time or you just need a refresher, this guide has you covered. ## What Is a 302 Redirect? A 302 redirect is an HTTP status code indicating that a requested resource has been temporarily moved to a different URL. Unlike a 301 redirect, which indicates a permanent move, a 302 redirect tells browsers and search engines that the change will be temporary, and that the original URL will be reinstated. ## The Impact of 302 Redirects on SEO If you use a 302 redirect properly, it should preserve the SEO value of the original page instead of transferring it to the new URL. It informs search engines to keep the original URL indexed, which preserves the page’s SEO ranking and link equity. If you don’t use a 302 redirect properly, you could lose your SEO juice, reducing search visibility. This could occur, e.g., if you used a 302 redirect for a permanent move, instead of a 301. ## How Do 302 Redirects Work? A 302 redirect lets a browser know that the page you’ve requested has been temporarily moved to a new website location. It then prompts the browser to redirect the user to the new URL. Because it's a 302 and not a 301, search engines will continue to index the original URL. ## When to Use a 302 Redirect ### Website Under Construction or Maintenance A 302 redirect is often used to redirect users when a URL needs to be taken offline for various reasons. Here’s an example of a scenario where this might occur: An SEO agency needs to temporarily take its website offline for a major platform upgrade and redesign. Instead of displaying a blank page or error message to website visitors, the web developer implements a 302 redirect to a branded “Maintenance Mode” page hosted on a separate subdomain. Not only does this ensure that search engines wouldn’t de-index their main domain, they also preserve their SEO value and ensure website visitors have a positive experience when visiting the site during the upgrade. ### Running A/B Testing Online retailers will often send visitors to different versions of a product page to see which page has better conversions. This is known as A/B testing. Here’s an example: Victoria’s Flowers is a small flower shop with an online store. Its owners want to improve conversions on its product pages, so they decide to A/B test two different versions of its “Wedding Bouquet” product page: The original page and a new page with a different layout and customer reviews. Their developer sets up a 302 redirect on the /wedding-bouquet URL to direct half of their website traffic to the new version. 50% of users remain on the original URL, while the other 50% are sent to the new version (/wedding-bouquet-new). After a month of testing, it is determined that the new URL generated a 23% higher conversion rate. As a result, the owners replace the original product page with the new-and-improved version and remove the 302 redirect. ### Seasonal Products E-commerce stores will often use 302 redirects when selling seasonal products. Let’s say that your store sells seasonal clothing: During most of the winter, your homepage displays ski jackets, gloves, and other winter apparel. But during the Christmas holiday season, you want to focus on promoting your holiday gift guide without compromising the SEO value of your regular homepage. So, from mid-November until the end of December, you set up the following 302 redirect from www.samplestore.com to www.samplestore.com/holiday-gift-guide-2025. Because this redirect is temporary, search engines know your original homepage hasn’t disappeared — you’re just steering customers away for a while. You then remove the redirect when the holiday season ends, and traffic will return to your original homepage. ## How to Implement a 302 Redirect Here are a few common ways to program a 302 redirect: ### Website Plug-ins WordPress users can easily set up 302 redirects using plug-ins like Redirection or Yoast SEO (Premium version only). Using a plug-in means that you don’t have to worry about any coding, so they’re well-suited for non-technical users. All you need to do is enter the original URL and the new target URL, and you’re ready to go. ### Control Panel Tools From Hosting Providers Many web hosts, including SiteGround and Bluehost, offer built-in redirect tools in their dashboards. You’ll usually find them in the cPanel or Site Tools area. By going through your host, you avoid having to deal with code or install additional plug-ins, which might slow down your website's performance. ### PHP Redirects If you’re a developer or have some foundational coding knowledge, you can use a simple PHP script to add a 302 redirect. According to the Elementor blog, here’s what a PHP script might look like for a 302 redirect when conducting website maintenance or making short-term changes: <?php header("Location: https://www.example.com/", true, 302); exit; ?> ## Considerations With 302 Redirects Before programming a 302 redirect, it’s important to be mindful of the following potential issues: ### A 302 Redirect Is Meant to Be Temporary 302 redirects tell search engines that the change is only temporary — 301 redirects are meant for permanent changes. As a result, search engines usually keep the original URL indexed, so almost no SEO value is transferred to the new URL. This is perfectly fine. However, if you don’t remove the 302 redirect within a reasonable period, the search engine may begin to treat it like a permanent 301 redirect. Make sure you’re not leaving your 302 redirects in place past their intended use, as it may confuse search engines and hurt your SEO rankings. ### Be Mindful of the User Experience A 302 redirect is meant to maintain or improve the user experience by ensuring that visitors to your website are sent to the proper page, and don’t get a blank page or error message. Even if the move is temporary, try to make the new page relevant and visually appealing to protect your brand image and avoid “turning off” users. ### Avoid Redirect Chains Redirect chains happen when one redirect leads to another redirect, and so on, which can slow down page load times and frustrate users. Always use single-step redirects to protect your reputation and SEO, and test your redirects before taking them live. ## Why Do 302 Errors Occur? 302 errors don’t appear the same way a 404 or 500 error would, but they can cause issues if you don’t set them up correctly. For example, if you don’t point a 302 redirect to the correct URL, you could end up with a redirect chain (explained above) or a loop. If you use a temporary 302 redirect when you intended to use a permanent 301, it could confuse search engines and mess with your SEO rankings or link equity. Lastly, if you leave a 302 redirect in place too long, search engines may begin to treat it like a 301 redirect, which can also cause ranking or indexing issues over the long run. ## How to Fix 302 Errors To fix a 302 error, you must first understand where redirects are occurring. If you have a small website with only a few pages, you can do this manually by inputting URLs and trying to spot the redirection. You should be able to notice the URL changing as the page loads. Here are some other options for larger websites or audits: - Website crawlers: Popular website crawlers, such as Screaming Frog SEO Spider, Ahrefs Site Audit, or SEMRush Site Audit, can quickly scan your website and highlight all redirect types, including 301s, 302s, 307s, etc. - Chrome extensions: Chrome extensions, such as Link Redirect Trace, make it easy to check individual URLs for redirects. To do so, you download and install the extension from the Chrome Web Store (it’s free), enter a URL, and then click on the extension for the results. This screenshot shows how the extension results appear: - Command-line tools: A command-line tool is a program that works by typing text-based commands into a terminal or command prompt, instead of using a mouse or graphical menu. Command-line tools like curl or wget can help determine if a URL uses a redirect by viewing the HTTP headers that a server returns. Not surprisingly, this option suits those with more advanced knowledge, like developers, system admins, or SEOs. ## Key Takeaways Understanding 302 redirects is critical if you manage a website, whether you’re a developer, marketer, or small business owner. These temporary redirects are incredibly useful when updating content, A/B testing new pages, or running short-term campaigns. However, you must use 302s correctly, or you could confuse search engines, damage user experience, or hurt your SEO results. As such, it’s important that you monitor any redirects you add and keep them clean by doing a regular audit. Thankfully, there are many different tools you can use to create and monitor your redirects, from WordPress plug-ins and server files to browser extensions and website crawlers. ## Frequently Asked Questions (FAQs) ### 301 redirects vs. 302 redirects: What’s the difference? A 301 redirect is considered a permanent move and passes full SEO value to the new URL. A 302 redirect signifies a temporary move, and search engines typically keep the original URL indexed. You usually use a 301 redirect when migrating to a new domain or reorganizing your website. A 301 redirect could be used for website maintenance or A/B testing. ### 302 vs. 307: What’s the difference? 302s and 307s are both temporary redirects. While a 302 redirect is more common, a 307 is ideal when you want to preserve the HTTP request method (e.g., POST or GET) for online forms or surveys. ### Which HTTP redirect codes are most commonly used in SEO? The most commonly used redirects are 301s, which are permanent, and 302s, which are temporary. --- ### 301 Redirect: A Guide for Site Owners and Marketers URL: https://www.taboola.com/marketing-hub/301-redirect/ Last Modified: 2026-06-22 08:42:45 Are you moving your website to a secure HTTPS connection, undergoing a rebrand, or restructuring? If so, you’ll want to employ a 301 redirect strategy. It will allow you to move content from one URL to another without damaging your website’s user experience or SEO strength. But what exactly is a 301 redirect, and when and how should you use one? ## What Is a 301 Redirect? A 301 redirect is an HTTPS status code that automatically redirects users and search engines from one URL to another. It also lets browsers and bots know that the original page has moved permanently. A 301 redirect allows a website owner to move a webpage to a new URL while ensuring visitors can still access the content they want. It also preserves most of the SEO value of the original pages. ## Why Are 301 Redirects Important in SEO? ### Preserves Link Equity Imagine spending years building SEO rankings and authority for a webpage, only to lose it all because you moved the content to a brand-new URL. Users who click on backlinks to access your content would arrive at a dead page. A 301 redirect transfers that value to the new location, protecting your SEO efforts, and hopefully your website traffic. ### Improves the User Experience We’ve all had it happen before: You click on a link to view an article or other content that piques your interest, only to be presented with a 404 error and a “Page Not Found” message. Not only is it frustrating, it certainly doesn’t offer a good first impression of the website you’re visiting. By simply inserting a 301 redirect, that website could point users to the correct location and create a smoother experience. ### Enables You To Restructure or Rebrand If you decide to change your domain name due to a rebrand (or any other reason), you risk losing visibility. However, a 301 redirect can ensure that all search engines and visitors arrive at your new domain. ## When to Use a 301 Redirect ### Rebranding Your Website If you change your company name or website address, you want to ensure that customers still arrive at the right place. By employing a solid 301 redirect strategy, you can not only direct people to your new site, but also protect your bounce rates. ### Changing a Page’s URL You don’t have to move your entire domain to benefit from a 301 redirect. Even if you’re just tweaking a webpage URL, a 301 will ensure visitors still find your content. ### Merging or Deleting Content Sometimes, you might want to consolidate content from several articles or products onto a single page. For example, let’s say you have multiple articles that cover nearly identical topics. This may confuse search engines or hurt your SEO performance. In that case, you could use a 301 redirect to point people to the best page. ### When Moving From HTTP to HTTPS If your website still uses an HTTP protocol, you’ll likely want to secure it by adding an SSL certificate. This requires pointing the domain to its HTTPS equivalent, which you can do using a 301 redirect. Per Serpstat, “a 301 redirect from HTTP to HTTPS is the most commonly used method as it is the most accurate and comprehensive for search engines.” ## When a 301 Redirect Is Not Suggested ### Temporary Moves For a short-term change, like running a limited-time campaign, use a 302 redirect instead of a 301. A 302 tells search engines that the move is temporary. If you were to use a 301, it could have SEO consequences, such as lost SEO juice or confusion for search engines. ### Frequent A/B Testing of Pages If you want to run a temporary A/B test between two webpages to compare performance, you might set up a redirect to push users to one page instead of the other. Because you may ultimately choose one page over the other, you shouldn’t use a 301 redirect, as search engines would interpret it as a permanent move. In this case, you would use a 302 redirect. ## 301 Redirect Mistakes to Avoid ### Not Updating Internal Links Any time a website visitor clicks on a link with a redirect, it adds a second or two of load time. Let’s say you move a blog post from example.com/blog/best-money-saving-tips-2024 to example.com/blog/best-money-saving-tips-2025, using a 301 redirect. If you don’t update the internal links on your site that still link to the old blog post, it can hurt user experience ever so slightly. It could also hurt SEO. ### Redirect Chains When multiple redirects are strung together, it causes a redirect chain, where one URL connects to another, which connects to another, and so on. Not surprisingly, this can slow load times and frustrate users. Try to use only one redirect for a URL. ### Ignoring Mobile and AMP Pages If you have mobile-specific URLs or Accelerated Mobile Pages (AMPs), you must create specific 301 redirects for those pages, or mobile users may receive a 404 error. This is an easily overlooked problem. ## How to Do a 301 Redirect in a CMS Many Content Management System (CMS) platforms offer built-in redirect features that don’t require coding. In most cases, all you need to do is input the old URL into a plug-in along with the new destination URL. Here’s a closer look at how this might work in two popular CMSs. ### How to Redirect a URL in WordPress #### Use a WordPress Plug-In One of the great things about WordPress is the thousands of plug-ins available for just about every purpose. You can simplify the redirect process in WordPress using a plug-in, such as the premium version of Yoast SEO or Redirection, which I use on my websites. You don’t need any technical skills to set these up — it’s as simple as installing the plug-in and inputting the URLs. #### Use .htaccess If you have some technical skills and don’t mind making changes on the web server, you can add manual redirects by editing the .htaccess file. This is an efficient way to manage redirects and helps to avoid adding further plug-ins to your site, which can hamper performance. Remember to always back up your website before making server changes. Here is an example of what an .htaccess file edit might look like: Redirect 301 /old-page https://www.example.com/new-page #### Use Hosting Panel Tools Some web hosts, such as SiteGround or Bluehost, have redirect management tools built into their dashboards. These tools offer the simplicity of a plug-in like Redirection, without actually using a plug-in. ### How to Redirect a URL in HubSpot #### Use HubSpot’s URL Redirects Tool The HubSpot CMS has a built-in URL redirect feature that is customizable and easy to use. You can even bulk-update URL redirects. To add a new redirect, head to your account and click “Settings.” Then, select “Content” and “Domains & URLs” from the left sidebar menu. Click on the “URL Redirects” tab, then “Add URL Redirect.” Once set up, you can fully manage your redirects from the tool dashboard. ## Other Types of Redirects ### 302 Redirect If you need to temporarily move a page, you’ll want to choose a 302 redirect instead of a 301. Search engines will know that the move is temporary and will keep the original page indexed, protecting your SEO rankings and link equity. ### 307 Redirect A 307 redirect is less common than a 301 or 302. It’s a temporary redirect and similar to a 302. However, it’s used in situations when you need to guarantee that the request method stays the same. Examples could include form submissions, APIs, and apps. ### Meta Refresh A meta refresh is not an actual redirect, but operates like one. Its primary purpose is to redirect visitors to a new website page after a specific period. The user will often see a message on the page stating, “This page will refresh after 5 seconds” or something similar. Meta refreshes can be written into a site’s HTML or set up in the CMS settings. They are not ideal for SEO, partly because they create very slow load times. ### JavaScript Redirect JavaScript redirects use JavaScript code to send users from one webpage to another instead of 301 or 302 redirects. JavaScript redirects occur on the client side rather than the server side, like 301s and 302s. In other words, the browser handles the redirect. While this can be helpful in dynamic situations where you need to send users to another page based on a specific condition or action, JavaScript redirects aren’t always treated like 301 and 302 redirects by search engines, and you could lose SEO value if they’re not set up correctly. Your best option is generally to use a server-side redirect (301 or 302) when possible. Note that JavaScript redirects are meant for temporary redirects, not permanent ones. ## Key Takeaways A 301 redirect is a permanent redirect that tells search engines and browsers that a page has moved to a new URL. It provides users with a comfortable experience by eliminating 404 errors and preserves the page’s SEO value. A 301 redirect can also come in handy when rebranding a website or moving from HTTP to secure HTTPS. That said, a 301 redirect is not ideal for temporary moves, such as A/B tests. In those cases, 302 redirects are a better option. You can set up a 301 redirect manually by editing your web server's .htaccess file or by using CMS tools or redirect plug-ins. ## Frequently Asked Questions (FAQs) ### What are 404 errors? A 404 error occurs when you try to visit a webpage that no longer exists, or has been moved to a new location without a redirect. It’s essentially the server saying, “Page Not Found.” ### What is the difference between a 301 and 302 redirect? A 301 redirect is considered permanent, while a 302 redirect is meant to be temporary. In the case of a 301 redirect, search engines are instructed to transfer SEO value from the old URL to the new one. This is critical if you want to maintain your existing page rankings. Because a 302 redirect is temporary, SEO value is not passed along. ### Is a 301 redirect good or bad? If used correctly, a 301 redirect will have a positive impact on your website's performance. It ensures that your website remains organized, preserves your SEO value, and prevents a negative visitor experience. ### What is the difference between a 404 and a 301 redirect? A 301 redirect points users and bots to a new webpage, whereas a 404 error tells visitors the page cannot be found — this can lead to a poor user experience. --- ### Geotargeting: Where To Focus Ad Placement URL: https://www.taboola.com/marketing-hub/geotargeting/ Last Modified: 2026-01-05 11:41:39 A bakery in Denver does not need to advertise its pies in Dallas. Nor does a spa in Miami have much business delivering ads to people in Montana. On the other hand, an online retailer based in Pittsburgh may well want to deliver ads to users in Portland if it sells, say, umbrellas and raincoats. All of these are examples of geotargeting, which in marketing is “the strategy of tailoring your online marketing — whether it's ads, content, or offers — based on a user's physical location,” per Rodrigo Cesar, founder and CEO of SSInvent. “Geotargeting allows you to speak to people in specific regions with messaging that feels more relevant and timely.” When you deliver ads to people based on their location, whether by their town or present location, you can factor in everything from proximity to a retailer; local amenities like museums, parks, or proximity to the beach or the mountains; seasonal conditions like snow or sunshine; or even timely factors like the day’s forecast, special events, and so forth. Geotargeting ads helps marketers save money by not serving ads to people to whom they’d be irrelevant, and it allows for maximally relevant ads to be delivered to people based on their location. ## What Is Geotargeting? “Geotargeting is a digital marketing strategy that delivers content or ads based on a user’s geographic location, down to the city, ZIP code, or even device-level GPS coordinates,” says Sasha Berson, co-founder and chief growth officer with Grow Law Firm. “It’s most commonly used in paid media, local SEO, and mobile marketing to tailor messaging for relevance. For example, a local law firm could serve ads only to users within a 15-mile radius of their office.” In other words, geotargeting involves delivering tailored content, advertisements, or offers to users based on their geographic location, which is collected using data like IP addresses, GPS coordinates, or Wi-Fi networks, all of which can pinpoint a user’s location. In some cases, marketers may cast a wider net, such as serving ads to an entire metropolitan area, or even to a larger swath of a state or region — this is still considered geotargeting. So, too, is it geotargeting when specific areas are not served ads. There’s no need to promote sunblock to a city experiencing a snowstorm, e.g., nor is there much good reason to advertise parkas to a region suffering through a heat wave. ## Why Is Geotargeting Important? Because geotargeting is based on a user’s location, “it’s a great way to put your marketing efforts in the right context — because where someone is often hints at what they might need at that moment,” says Patrycja Gorecka-Butora, head of marketing at WhitePress. Geotargeting helps to ensure that your advertisements are being delivered to a relevant audience, and it can save ad spend by not delivering ads to people for whom they would not be actionable or relevant. Done right, geotargeting can provide a unique experience. “Geotargeting is a personalized technology that websites or applications use based on your location to show you content that’s more local and relevant to your location,” says Ross Kernez, CEO of SEOMeetup. “For example, if you're in Canada, a store might show you ads for their location, or offer you products that are available where you are. Or, if you’re in Poland, a website will show up in Polish.” ### Ensures Relevant Ad Delivery Geotargeted ads are delivered to customers who have ready access to the products or services being shared, whether at local physical shops, offices, or restaurants, or through online retail. ### Maximizes Return On Ad Spend (ROAS) Geotargeting ensures a better return on ad spend (ROAS) by not serving marketing materials to people who could not take reasonable action, or to whom it does not make sense to deliver the ads during a given time period. ### Allows Real-Time Flexibility Geotargeting advertisements allows marketers to deliver ads when they’re most relevant and appealing, based on factors like weather, an event such as a sports competition or political rally, and other time-sensitive considerations. ### Achieves Geographic Precision at Scale For performance-driven advertisers, scaling a campaign across multiple regions introduces a significant risk of "geographic waste," where budgets are depleted in low-converting areas due to varying local demand and competition. To solve this at scale, it is essential to move beyond manual oversight and implement automation tools that can manage high-volume location data without technical bottlenecks. Advanced performance platforms address this by utilizing machine learning algorithms that analyze real-time user engagement signals—such as local engagement and conversion intent—to adjust bids dynamically across different territories. This allows advertisers to utilize bulk management features to apply consistent targeting rules across hundreds of locations simultaneously, ensuring that spend is automatically redirected toward high-performing zones. By minimizing manual intervention, advertisers can maintain a stable Return on Ad Spend (ROAS) while expanding their reach into new global markets. ## Types of Geotargeting “Overall, geotargeting works best for businesses that are locally restricted: Think coffee shops, dental clinics, carpenters,” says Domante Gerdauske, digital advertising team lead at Omnisend. “The main advantage here is efficiency: You save money by showing ads only where they’re relevant, like running a pizza place ad in the city where it’s located, as people are more likely to visit that way. You can always make it more personal by layering context — for example: ‘Rainy in Manhattan? Enjoy 20% off spa treatments with code TodayPours.’” You can also choose to target potential customers in various locations: ### Country For online retailers who ship to an entire nation, or for chains with a national reach, an advertising campaign that targets people spread out through an entire country can be considered geotargeted. ### Region Regional geotargeting can take many forms, such as delivering ads to an entire state, to an area of several coastal states, or to the New York tri-state region, and so forth. ### City/Metro Area Often, advertisers will focus on a distinct city when delivering ads. This is especially effective when promoting a one-off business or a small chain with locations all located within one metropolitan area. ### Radius In some cases, it makes sense to target a specific area based on distance from the business being marketed. Advertisers may choose to deliver ads to people within five miles of the business, to within 10, or to within whatever range they think makes sense. ## Benefits of Geotargeting “From an SEO and digital marketing perspective, geotargeting can dramatically improve engagement and ROI,” says Cesar. “Whether you're targeting by city, region, or zip code, it's about making sure the right people see the right message at the right time. It’s especially useful for businesses that rely on foot traffic or have different service areas, helping ensure your budget goes toward users who are most likely to convert." Geotargeting saves you money, ensures maximum relevance to the users seeing your ads, and protects brand reputation by not delivering ads to the wrong audience. It’s essential for advertising that promotes businesses with physical locations, and it’s highly recommended to help tailor the ad campaigns of online retailers, as well. ## What Are the Ethical Considerations of Geotargeting? ### Privacy Businesses must be transparent about what location data they collect and how it's used. This includes explaining the purpose of data collection and ensuring users can opt out of tracking. ### Discrimination While it may be accidental, geotargeting can lead to discrimination by excluding certain groups of people or improperly targeting others based on their location. So, geotargeting must be used thoughtfully. ### Mission Creep Once a marketer has acquired information about a potential customer, such as their location, it can be tempting to use that data for other purposes, or to sell or distribute the information to other entities. This must be avoided. ## Geotargeting Techniques and Strategies ### Establish Clear Objectives Ask yourself what you hope to achieve with your geotargeted campaigns. Do you want to increase local sales, generate leads, drive traffic to your stores, or increase brand awareness? Knowing the why must come before strategizing about the how. ### Know Your Customers Beyond just figuring out where your target audience is physically located, research your ideal customer and learn about their demographics, interests, and behaviors related to your brand’s products or services. ### Choose Your Area Arguably the most important and most challenging part of a geotargeting marketing campaign is deciding how wide or small of a net you want to cast. You can think in terms of logistics, such as how far someone is likely willing to drive to try a cup of coffee or a slice of pizza at an establishment you’re promoting. ### Create Your Copy and Content As you develop your actual ads, make sure to research relevant keywords, optimize the copy, and use graphics and images that align with the brand and the intent of the campaign. ## Best Practices for Geotargeting “At its core, geotargeting is a marketing promotion strategy to amplify messages towards a set geographical location,” says Brandi Sims, founder and CEO of Brandinc PR. “It can range from targeting exact zip codes to regions or even specific countries.” Here are some additional tips to make the most of geotargeting for your business: ### Establish the Range with Care Granular location targeting, including radius and zip code targeting, can be highly effective, so don't be afraid to narrow your focus and exclude less relevant areas. ### Create Custom Copy If you’re trying to attract an audience in a specific location, incorporate language relevant to that area. Use city names, reference well-known streets and landmarks, and generally make it clear your ad is being delivered to its audience for good reason, not randomly. ### Track the Results As with all marketing initiatives, you need to pay close attention to the outcomes of a geographically-based marketing campaign. Figure out what seems to be working and go with it, or try new ad strategies when campaigns fall short of your goals. ## How Do You Measure the ROI of Geotargeted Campaigns? To measure the ROI of geotargeted campaigns, you need to calculate the revenue generated by the campaign and subtract the total cost of running it. This can be done by tracking key metrics like clicks, conversions, and sales directly attributable to the campaign, and then comparing them to the marketing spend. You can also use tools like Google Analytics to gain insights into user behavior and optimize your campaigns. Note that in some cases, you’ll need to work closely with your clients, as it can be hard to tell when ads worked if they are driving people to physical locations instead of online sales. Suggest that business operators ask customers how they heard about a new offer, product, restaurant, and so forth. ## Platforms and Tools for Geotargeting ### Google Ads Google Ads offers robust location targeting for search and display ads, allowing marketers to reach users in specific areas, cities, or the radius around a specific location or series of locations. ### Foursquare Foursquare is a prominent platform and tool for geotargeting, offering both a consumer-facing app and a business-oriented platform. It uses location data from check-ins and other signals to provide advanced geotargeting capabilities. ### Bing Ads Bing Ads, which was formerly known as Microsoft Advertising, is a PPC (pay-per-click) advertising platform with geotargeting capabilities. ### Facebook Ads This powerful Meta platform enables targeting based on location (country, city, zip code, and so on) and allows for the creation of location-specific ad sets. ### Snapchat Snapchat offers several geotargeting features through its platform, including the ability to create custom geofilters and use Snap Map for location-based ads. ## Key Takeaways “Geotargeting is the practice of customizing online content or advertising based on the user's real-time or recent geographic location,” says Ivan Vislavskiy, co-founder and CEO of Comrade Digital Marketing Agency. “It’s foundational in local campaigns, especially when paired with mobile data.” Geotargeting helps advertisers deliver ads that are highly relevant to their audience, such as when a local restaurant is displayed to someone within a short drive of the establishment. The practice also helps maximize return on investment and minimize wasted ad dollars by not serving ads that are made irrelevant based on location, season, weather, events, and other factors. It can be just as important to know who not to bother advertising to, as it is to know who you should reach out to. There are several ethical concerns that arise with geotargeting, such as privacy issues, so marketers must always be sure to follow privacy laws, be transparent, and use best practices. ## Frequently Asked Questions (FAQs) ### How accurate is IP address geotargeting? IP address geotargeting is generally accurate at the country level, with accuracy rates often exceeding 95%. However, accuracy decreases significantly when pinpointing location at the city level, with accuracy typically ranging from 50 to 80%. Factors like the use of VPNs, proxies, and dynamic IP addresses can further impact accuracy. ### What is the difference between geotargeting and geofencing? While geotargeting and geofencing are both location-based marketing techniques, they differ in their scope and target audience. Geotargeting involves delivering ads or content to people based on their general geographic location, while geofencing uses virtual boundaries around specific locations to trigger actions (like notifications or ads) when users enter or exit those areas. ### What are the best practices for mobile geotargeting? Best practices for mobile geotargeting include understanding your audience, choosing specific locations, using appropriate geotargeting tools, and tailoring your message to the local context. It's also crucial to test different segments, monitor performance, and adjust your strategy accordingly. ### How do you use geotargeting in social media advertising? Geotargeting in social media advertising allows businesses to reach users based on their physical location, enabling more personalized and relevant messaging. By using location data, advertisers can tailor ads and content to specific regions, cities, or even neighborhoods, increasing the likelihood of attracting nearby customers and improving campaign ROI. ### What are some common mistakes to avoid in geotargeting? Common geotargeting mistakes include overgeneralizing, ignoring mobile optimization, and not using proper analytics. Also, neglecting ad extensions, using inconsistent brand messaging, and failing to create separate campaigns for each location can lead to inefficient campaigns. Then there are the privacy and transparency considerations. Not thinking about those would be a grave mistake, indeed. ### How do you combine geotargeting with demographic targeting? To combine geotargeting with demographic targeting, you define a geographic location (such as a zip code, city, or radius) and then specify demographic criteria within that location (age, gender, or income, to name a few examples) to reach the most relevant audience. This allows you to focus your advertising on people who are not only physically in the target area, but also share specific demographic characteristics. --- ### Incremental Reach: What It Is, How It's Measured URL: https://www.taboola.com/marketing-hub/incremental-reach/ Last Modified: 2026-03-22 16:54:50 Marketers have many ways to reach an audience online, from newsletters and banner ads to social media feeds and video advertising, and so forth. The problem arises when all the channels a marketer is using keep reaching the same people repeatedly. After all, in most cases, even a great piece of advertising can only compel a person to take an action one time. Once a person has bought the product, signed up for the service, or joined the club, it’s a waste of time and ad spend for them to be served the same advertisement over and over again. This is where advertisers turn to incremental reach, which is when ads reach an audience beyond the core viewers of a campaign, which can mean all the difference between success and failure in marketing. ## What Is Incremental Reach? “Incremental reach is essentially the number of new people you’re reaching with a campaign, people who wouldn’t have seen your content otherwise,” says Michelle Iapicco, founder and CEO of Simplified Media Agency. In marketing, incremental reach refers to the additional unique audience to which a campaign delivers ad impressions beyond the initial target audience on a new channel. It's essentially the "extra" audience that a new ad spend or tactic contributes to a campaign, helping to measure the effectiveness of new channels or strategies. It’s not just launching a new ad campaign from scratch, which is a costly and time-consuming venture. Rather, incremental reach relies upon using the marketing materials you’ve already developed, in creative new ways. ## Why Is Incremental Reach Important? Paying attention to incremental reach is important because it helps advertisers understand the size and the makeup of the additional audience they're reaching beyond their initial target. It can also help you optimize ad spend by identifying which channels are most effective, and reveal much about the efficacy of ad copy, design, and method of delivery. By measuring incremental reach, marketers can better understand campaign success, optimize media mixes, and reach audiences that might be missed by traditional methods. Incremental reach can also help you keep your marketing budget in check, but you have to track the data. “It’s especially useful when you’re trying to scale strategically and avoid wasting budget,” says Iapicco. “I always tell clients: If you’re investing in multiple platforms but not tracking incremental reach, you’re flying blind.” ## How Do You Calculate Incremental Reach? To calculate incremental reach, you will need to identify the number of new, unique users reached by an ad campaign, excluding those who were already exposed to the ad during earlier rounds of advertising or through other channels. This will measure the additional audience gained through a new or extended marketing campaign. First, establish the total reach of your marketing campaign, then subtract the number of people you know were already reached by the same ads, and calculate how many people were served the same ads more than once — perhaps both on social media and through ads delivered during a web search. After removing those numbers from the total, you have calculated the incremental reach. ## Four Strategies to Increase Incremental Reach ### 1. Conduct Audience Segmentation and Targeting Audience segmentation and targeting are marketing strategies that involve dividing a large customer base into smaller, more specific groups, and then tailoring marketing efforts toward those groups. Segmentation identifies subgroups within the target audience based on shared characteristics, such as age, gender, and geography, while targeting focuses on selecting which segments are most likely to be interested in a product or service, often based on search and purchase history. ### 2. Frequency Capping Would-be customers can become never-will-be customers if they feel annoyed, inconvenienced, or hounded by ads delivered too many times. Frequency capping in marketing is the practice of limiting the number of times an advertisement is shown to a specific individual within a given timeframe, which can be a day, a week, or even a month. This helps to prevent ad fatigue, enhances user experience, and optimizes ad budgets by ensuring ads aren't overly repetitive and aren’t shared so often that they lose effect. It can also extend an ad campaign without increasing its budget. When ads are delivered just the right number of times, those impressions can leave a lasting awareness of the brand or product being shared. ### 3. Referral Programs Incremental reach can be achieved with the help of loyal customers you already have. By creating a referral program that incentivizes them to compel others to try your products or services, you can potentially gain new audiences while also further cementing an established customer as even more devoted to your brand. ### 4. Try New Channels Sometimes, incremental reach can be as simple as placing your ads in new places. If, for example, you’ve been focusing your ad spend on Instagram and YouTube, consider giving Facebook and TikTok a try. Just make sure to tweak the ads as needed so they will work in each channel properly. For example, while a longer video might perform well on YouTube, TikTok demands short clips. ## How to Measure Incremental Reach As noted, to calculate incremental reach, you need to identify the number of new, unique users reached by your ad campaign, excluding those who were already exposed to the ad in previous time periods or through other channels. This is essentially measuring the additional audience gained through a new or extended marketing campaign. Now, how one measures the value of incremental reach is another story. To do that, you need to calculate customer acquisition cost (CAC) and determine how many of the new people reached converted from lead to customer. Once you have calculated that information, you’ll see how effective your added efforts were. ### Reach and Frequency Metrics In marketing terms, reach refers to the number of unique people who are exposed to an ad at least once during a campaign. Frequency, on the other hand, measures the average number of times each person within that reach is exposed to the same ad. Both metrics are crucial for evaluating the effectiveness of advertising campaigns and understanding how well a message is reaching its intended audience. Reach is typically calculated by dividing the number of unique users exposed to an ad by the total number of people in the target audience for the campaign. Frequency is calculated by dividing the total number of impressions by the number of unique users reached. ### Attribution Modeling Attribution modeling is a process that analyzes a marketing campaign and then assigns credit to different marketing touchpoints across the customer journey, allowing marketers to understand which efforts are most effective in driving conversions. It helps advertisers determine how much importance to give each interaction a customer has with a brand, ultimately enabling them to optimize marketing strategies and allocate budgets more efficiently. ### Measuring Value Through Incrementality Testing While traditional metrics track immediate results, high-performance advertisers often rely on incrementality testing to determine the true value of their marketing spend. This testing methodology uses a controlled environment to compare a 'test group' (users exposed to your ads) against a 'control group' (users who were not), providing a clear picture of which conversions were truly driven by the ad campaign versus those that would have happened naturally. By isolating the 'lift' generated by specific channels, advertisers can identify areas of diminishing returns and reallocate budget toward placements that drive genuine growth. This data-driven approach is essential for scaling campaigns effectively, as it removes the guesswork from attribution and ensures that every dollar spent is contributing to a measurable increase in new customer actions. ## Tools for Reach Measurement ### Google Analytics Google Analytics offers a comprehensive platform for tracking website traffic, user behavior, and campaign performance. ### Hootsuite Hootsuite is a social media management tool that helps you schedule posts and track performance across different platforms. ### Sprout Social Sprout Social is a platform for social media management and analytics that provides insights into user engagement and reach across multiple social media channels. ### BuzzSumo BuzzSumo helps marketers identify popular content and track its performance, including reach and engagement. ## Key Takeaways “Incremental reach refers to the additional unique audience a campaign can reach beyond your existing or primary channels,” says Sasha Berson, co-founder and chief growth officer with Grow Law Firm. “It's a critical metric when layering multiple media strategies, like pairing TV with digital or running social ads alongside display. The goal of tracking incremental reach is to measure the value of adding a new platform or placement.” Users counted as incremental reach can be of extra value because their acquisition is relatively low cost; that’s because you’re not creating brand new marketing materials, but instead serving extant ads to new audiences in new places. “It’s most commonly used when evaluating paid media — like how many more people you’ll reach with YouTube ads that weren’t already seeing your brand through TV or social,” says Rodrigo Cesar, founder and CEO of SSInvent. Monitoring incremental reach helps marketers understand the true impact of their efforts on reaching new audiences and can help them optimize their campaigns for better return on ad spend (ROAS). ## Frequently Asked Questions (FAQs) ### What is incremental reach vs. total reach?c Incremental reach refers to the new and unique audience a new advertising channel or campaign reaches beyond what's already reached by existing campaigns. Total reach, on the other hand, is the overall number of unique individuals who have seen an ad or campaign within a specific period, regardless of whether they've seen it before. ### What is the difference between reach and frequency? In marketing, reach refers to the number of unique individuals exposed to an ad, while frequency refers to the number of times those individuals see the message. ### Why is frequency capping important for incremental reach? Frequency capping is important for incremental reach because it prevents overexposure to the same audience, optimizing ad spend and improving budget efficiency. By limiting the number of times an ad is shown to a user, frequency capping ensures that ad budgets are not wasted on repetitive exposures, freeing up funds for reaching new audiences. It also helps prevent user fatigue. ### How does incremental reach contribute to brand awareness? Incremental reach contributes to brand awareness by exposing a brand to a unique audience that wouldn't otherwise be reached. This expanded reach leads to increased brand visibility and recognition, ultimately driving greater awareness and potential conversion. ### What are the best channels for achieving incremental reach? To achieve incremental reach, marketers should leverage a combination of digital and analog channels, focusing on reaching audiences who haven't been exposed to the brand before. This includes platforms like social media, email marketing, industry-specific blogs, and specialized forums, as well as TV advertising. ### How does audience overlap affect incremental reach? Audience overlap negatively impacts incremental reach, because with more overlap, fewer unique users are reached by a particular campaign. If multiple campaigns are targeting similar audiences, the overall reach may be less than if those campaigns were targeting distinct audiences, as some users may be exposed to multiple ads, reducing the number of truly new impressions. ### What are the challenges of measuring incremental reach across channels? Measuring incremental reach across channels presents several challenges, including data silos, lack of standardization, and privacy concerns. These obstacles hinder accurate attribution and optimization across different platforms and media types. ### How does incremental reach impact advertising costs? Incremental reach, the additional audience reached beyond a baseline target, can impact advertising costs by influencing how efficiently ad spend is allocated and how effective campaigns are. Generally, while incremental reach can drive higher return on investment (ROI) by reaching unique audiences, the cost per reach point may also increase, especially in more saturated channels. ### What are some tools for measuring reach and frequency? Several tools can be used to measure advertising reach and frequency, including social media platforms themselves, analytics tools like Hootsuite and Brand24, and Google Analytics. These tools provide data on impressions, engagement, and other metrics to assess campaign performance. ### How does incremental reach relate to campaign ROI? Incremental reach in marketing campaigns is directly related to ROI because it measures the additional impact a campaign has on a business' bottom line. By identifying the incremental reach, marketers can accurately attribute the effectiveness of their campaigns to specific platforms or channels, helping them optimize spending and improve ROI. --- ### 3 Strategies for Successful Financial Services Campaigns URL: https://www.taboola.com/marketing-hub/financial-ads-strategies/ Last Modified: 2026-03-19 08:15:09 Financial services companies span a wide range of specialties, from banking and credit cards to insurance and home loans. Some of these businesses are digital-first, founded recently, while others are legacy companies modernizing their operations. Financial services users span all age ranges and demographics. Across all these varieties of financial services, there are some common goals: Building and keeping customer trust, incorporating new and emerging technology, and offering users real-time, easy, comprehensive service. ## 3 Strategies That Will Make Your Financial Advertising a Hit Financial services advertising has brought us some of the most memorable campaigns of the past 30 years. Remember when the Aflac Duck burst onto the scene with its TV commercials? https://www.youtube.com/watch?reload=9&v=wVNaFi234vc Financial advertising in a digital era still requires that type of eye-catching creative, brand memorability, and authentic connection with audiences. Here are a few areas to focus on as you’re building your own successful financial services ad campaigns. ### 1. Build Brand Trust Brand trust and authority is perhaps most important in financial services. In display ads and landing pages, make sure your creative and copy reflect the trust you want users to have as they’re investing, borrowing, or saving with you. This might include using experts and insider knowledge in your messaging to show that you bring authority to the topic. To make your ads stand out and stay on top of current trends, illustrate your unique offerings and benefits through sharp imagery and copy that will connect on a human level. Consider how video, audio, and animation can help connect to audiences and show off your expertise and trustworthiness in modern, interesting ways. Show relatable scenarios and clear benefits with human elements and the offer of support in all of your advertising tactics. Always reiterate the regulations your business follows, as well. ### 2. Add Interactivity Financial services firms have to stand out in a crowded digital marketplace like any other industry, as general marketing trends show user fatigue and diminishing returns on search and social channels. Spend time brainstorming how you can add interactive elements to your ads and otherwise draw in your target audience. Taboola data found that 6 in 10 financial services ads use CTA buttons, resulting in a 3% increase in CVR. Some common ones include “Read More” or “Sign Up.” Consider gamifying CTAs, too, or making them more personal or specific, such as “Choose your monthly bill” or “Calculate your payment now.” ### 3. Personalize Everywhere As with most industries, financial services firms have the opportunity to segment their audiences carefully to do targeted, personalized outreach. With lots of online competition, this personalization can help you break through to gain new prospects and leads. An insurance company, for example, might use its imagery to highlight different life events that come up, targeted based on demographic or other data to particular segments. Think about Progressive’s “Don’t Turn Into Your Parents” ad campaign, aimed at newer homeowners, that’s broken through the noise. How might you connect with humor and humanity in your ads? Emphasize how you can help improve users’ lives as you’re building customer relationships and build trust, one of this sectors trends to know for success. ## 4 Creative Examples of the Best Financial Services Ads in 2025 Financial services firms have shown lots of creativity in their display and TV ads to break through user fatigue. Here are some creative examples to use for inspiration. ### 1. Credit Cards Prospective credit card users are likely looking for cost-cutting or other savings, like a zero interest rate offer or better points programs. Consider using split screens to show your card alongside a rewards category, and highlight the unique benefits or particular angle of your card. You might highlight tips and tricks as well, to position your brand’s authority. The emotional component matters, too. Mastercard’s “Priceless” campaign has been running since 1997, connecting its brand strongly to life experiences, exploration, and cherishing time with family and friends. ### 2. Home Loans Home loan advertisers should consider building tailored landing pages to reach lower-funnel leads and prospects, helping to break down the benefits and details of loans. This area of financial services is competitive, so offering educational materials like e-books is a good option. You can use these on landing pages to generate and track leads, and build trust at the same time. High-quality images and crisp copy for home loan ads matter, too, such as this ad: ### 3. Banking Banking advertisements come from both legacy and newer, digital-first or digital-only banks. Whatever the case, banks have to show their trustworthiness to prospects and clearly offer benefits to attract new users, or keep existing users happy. Many banking ads also show office locations or branches to reinforce their steadiness and the option to visit in person. This banking ad captures how it can be challenging to understand finance terms, appealing to less-informed or newer users and helping to build trust with a clear ad and copy: ### 4. Insurance This segment of financial services focuses its advertising on showing how they’ll protect users during unpredictability. The other key area for insurance companies’ ads is that they can save you money versus their competitors. Insurance companies have stepped up their advertising game in the past 20 years or so with brand building around characters and storytelling. Consider Progressive’s Flo or the GEICO Gecko. Allstate’s “Mayhem” ad campaign is another standout, building a familiar character with recurring storylines and a clear message. https://www.youtube.com/watch?v=fXPAy43My4w For your own insurance ad campaigns, make sure you’re building a strong, trusted brand with visual components that align with your brand identity. Use high-res images, the right colors and fonts, and keep testing to see what’s breaking through. ## Key Takeaways Financial services is a busy and saturated advertising market, and firms should get really creative with their copy and images to target new prospects, grow existing audiences, and increase conversions. ## Frequently Asked Questions (FAQs) ### What is a finance advertisement? Any promotional tactic that markets financial services is a financial advertisement. This large industry includes traditional banks, digital banks, insurance companies, investment firms, home loan businesses, and many more. Finance ads span a range including social posts and ads, search ads, display ads, video, TV ads, and more. ### What are the 4 Ps of marketing in financial services? The four Ps of marketing are Product, Price, Place, and Promotion, and they apply broadly in marketing as well as specifically to marketing in financial services. Each of these pillars helps to define the product or service being advertised. Product is what’s being advertised, Price is how much it costs, Place is which channels are being used, and Promotion is every marketing tactic in use through the funnel to get to a sale. ### What are the most successful financial services advertisements? Over the years, there have been lots of successful financial services advertisements, particularly in the credit card vertical. American Express’s “Don’t Leave Home Without It” and Mastercard’s “Priceless” campaigns remain memorable. More recent financial services ads are online and on social media, along with display ads, to show off newer technology features, such as banking mobile apps or how to use crypto. --- ### Best Ad Creative Strategies for eComm Campaigns (With Examples) URL: https://www.taboola.com/marketing-hub/ecomm-ad-creatives/ Last Modified: 2025-08-11 06:55:00 The sheer volume of e-commerce ads that the average person sees day-to-day is often estimated to be in the thousands. Technology like mobile phones has made it incredibly easy for shoppers to browse and buy, and e-commerce businesses have stepped up with engaging creative and copy in their ads. E-commerce advertising trends move quickly, with social channels now a major player in shopping, including direct purchases. Influencers play a huge role in attracting users to products and moving them to convert. And growth continues: Statista projects global retail e-commerce sales will exceed $6.4 trillion by 2029. Here are some trends to watch and incorporate into your own e-commerce creative to drive conversions and purchases — and keep your customers coming back. ## The Ad Creative That Will Transform Your E-Commerce Brand There are a few key principles to keep in mind across creative, copy, and landing pages as you’re building great e-commerce ads to increase clicks and conversions. ### Be Human Creative e-commerce ads should focus on your end user — a human who’s looking for a product or service to make their life better in some way. Taboola research found that there’s an 18% increase in click-through rate (CTR) when ad imagery includes human close-ups. In addition, consider using hands in images to attract attention, such as a finger pointing. Less polished photos are also popular, showing real people trying on or using your products. Those offer a sense of authenticity and are well-suited to social commerce, too. As an example, this IKEA ad shows a comfortable, relatable scene, evoking a sense of creativity with a strong human element of kids playing. ### Add a Time Element The fast pace and demands of most retail and e-commerce businesses means the sales cycle should be as short as possible. More conversions in a shorter timeframe means less time spent nurturing leads, and ideally more revenue at the end of it. Figure out ways to add a time element to your creative and copy in ads, so that users are compelled to explore or buy in the moment. In copy, you might use a parenthetical CTA, like “Find your favorite” or “Take our quiz,” which adds a sense of urgency and personal touch. Also, consider explainer headlines that help educate readers — these are native-ad-friendly and trustworthy. Likewise, including details like dates or limited offers can help nudge readers along, like in this Guitar Center ad. ### Choose the Right Details For eye-catching ads, make sure your copy and creative are showing, not telling. Instead of using boilerplate language or simply listing your product’s benefits, get creative in how you show off those benefits to prospects. This might include quotes from other users or buyers, such as a very short customer testimonial alongside a single catchy image in an Instagram post. Keep in mind other trends that might help you connect with prospects, too. Online shopping live streams offer a way to show off details, and augmented reality (AR) e-commerce options let you show unique product features. A great example of showcasing features in a memorable way is the classic “Mac vs. PC” ad campaign, which used people to stand in for the computers that Apple was selling, giving personality to its products in an entirely new way. https://www.youtube.com/watch?v=hOmEJgZ43mE ### Incorporate User-Generated Content (UGC) Less polished photos are also popular, showing real people trying on or using your products. Those offer a sense of authenticity and are well-suited to social commerce, too. Coca-Cola’s “Share a Coke” ad campaign showed off its named bottles, encouraging users to find their own name and share the results. Coke created the campaign to re-engage users and attract new drinkers, and repeated the ad campaign a second time after the success of the first. ### Test New Technology Keep in mind other trends that might help you connect with prospects. Online shopping live streams offer a way to show off details, and augmented reality (AR) e-commerce options let you show unique product features. Live shopping streams, popularized in China, take place on social channels like Instagram and TikTok, and on e-commerce sites themselves, such as Amazon Live. Their low barrier to entry means sellers of all sizes can test out this kind of social selling. In the U.S., the live e-commerce market size is expected to double to reach $67.8 billion in 2026, according to Statista. Live streams offer a sense of immediacy, and can be a great way to employ influencers, particularly to target younger shoppers or for limited-time-only products or offers. In-demand bag company Telfar once livestreamed a limited offer for customers to buy products at wholesale prices — part of their unorthodox, hugely successful marketing strategy. ### Be Irreverent Dollar Shave Club’s first marketing campaign a decade ago used the funny, surprising tagline, “Our Blades are F***king Great,” accompanied by a low-budget office set and a slightly rumpled-looking company founder as ad spokesperson. He described the company’s $1 razor blades and called out competitors’ prices candidly. The ad drove 12,000 conversions in just two days, with millions of YouTube views — and a billion-dollar acquisition of the company by Unilever a few years later. https://www.youtube.com/watch?v=ZUG9qYTJMsI Think about how you’d describe your product or service in a totally candid way, and how you might attract prospects’ attention with humor (where appropriate). ### Bring a Strong Point of View A prime example of values-driven marketing comes from clothing company Patagonia, which has simplified and focused its messaging over the years to emphasize its dedication to sustainability and combating climate change. Patagonia’s print and TV ads highlight their repair services to help reduce waste. On Black Friday, they encourage customers not to buy anything new and to spend time outside rather than shopping. Since founder Yves Chouinard donated the company to a nonprofit type of trust, Patagonia’s messaging has become even simpler: “Earth is our only shareholder.” Their ads are simple, compelling, and contribute to more than $100 million in annual revenue. ## Key Takeaways ‍E-commerce advertising has always been fast-paced, but it’s now busier and more crowded than ever, so savvy digital marketers need to cut through user fatigue with timely, human ads to drive more conversions, faster. Keep track of the latest trends, like social commerce, AR, and more, and always spend time on brainstorming new and unique ways to show off your product. ## Frequently Asked Questions (FAQs) ### How much does it cost to advertise on e-commerce platforms? The cost of advertising on e-commerce platforms can really vary depending on the industry you’re marketing in, the competition for those ads, and the platform you choose. Understand your total budget, then do small tests with short turnaround times to get a sense of what you can afford initially and over time. Also keep in mind the percentage model, which suggests that B2C businesses spend 7% to 12% of revenue on marketing. ### What are the 4 Ps of marketing in e-commerce? The 4 Ps of a complete marketing strategy, broadly, are Product, Price, Place, and Promotion, and these apply to e-commerce as well as other industries. In e-commerce, Product refers to the features, benefits, and design of the product or service. Price is the cost of the product, including discounts, offers, and shipping costs. Place is which channels you use to sell the products, and Promotion refers to all the strategies used to generate leads and drive conversions. ### Why aren’t my e-commerce Facebook ads performing well? Consider a few factors when you’re working to understand why e-commerce Facebook ads aren’t performing well. Look at targeting issues, ad copy, low relevance score, too small an audience, lack of optimization, Facebook guideline adherence, or insufficient budget to see where you can improve. Make sure to test every change carefully to see what works for your business. --- ### Best Car Advertisement of All Time: See Why URL: https://www.taboola.com/marketing-hub/best-car-ads/ Last Modified: 2025-06-22 06:45:18 Since cars became a ubiquitous part of daily life, advertising them has been a big-money endeavor. Automotive ad spending is expected to reach almost $32 billion in the U.S. alone by the end of 2025. A great automotive ad grabs your attention right away. Capturing that attention has become an art and a science as digital channels proliferate and sell-it-yourself car options abound. With search and social channels overloaded, it’s essential for automotive advertisers to use creative formats and placements beyond native ads. For performance marketers building automotive campaigns, there are a few areas to explore to attract high-intent users and move them to research, test-drive, and finally purchase a car. Check out these successful car ads for ideas, trends, and best practices in auto advertising. ## 7 Best Car Ads to Get Inspired By (and Why) There have been countless ads for autos since Karl Benz’s Patent-Motorwagen first rolled onto roads in 1885. Here are a few recent ads to consider as you’re building eye-catching creative that stands out from a sea of birds-eye views of cars driving along winding roads. ### 1. Choose Your Own Color Ford Display ads can’t be a set-it-and-forget-it practice for modern marketers. These creative ads need constant tweaking and testing, and automotive ads in particular rely heavily on high-quality imagery to entice potential buyers. They should include appealing details, like photos of specialized features or premium materials. This particular automotive ad, below, highlights another key principle of automotive advertising trends — using strong colors. It’s also very light on text, using a familiar “click” icon and paint colors to tell a story of personalization, leading viewers to picture which paint color they’d choose for their Ford. There’s even a place to include a specific address or regional offer, which can increase conversions. If you’ve got a full slate of images for the cars you’re selling, think about which might be the most engaging — are there small tweaks or adaptations you might test to engage your target audience? ### 2. The #BestDayEver Campaign Chevrolet created its Best Day Ever campaign to combat declining brand health back in 2015, and it put short, concise copy front and center. It launched a broad campaign across the U.S. with the #bestdayever hashtag, featuring celebrity performances, surprise acts of kindness, and other events, across live streams, video, social posts, and more. A focused event with a unifying tagline and hashtag and short, memorable copy, helped Chevrolet to reach younger audiences, with 75% of the campaign’s engagement seen with people younger than 35, and 80% of campaign activity on mobile devices. https://www.youtube.com/watch?v=n9OuU_spaEw Other tips for creating great copy for automotive ads include offering direct incentives, such as a specific fact or benefit of a new vehicle type. Use brand history and trust, as well as nostalgia, if that’s an option for your car brand. ### 3. Driving Conversions and Sales Tailored landing pages are a key component of performance marketing for the automotive industry. Done well, automotive landing pages can drive conversions and speed up the car-buying process. Performance marketers can use these landing pages to capture and nurture leads toward sales. Advertising and PR firm Publicis Groupe worked with its client, legendary auto brand Citroën, to drive high-quality web sessions for more leads and sales. They ended up nearly doubling their leads-to-sales number by incorporating web retargeting, customized ads, and well-crafted landing pages to reach their target audience. For successful landing pages, always tailor copy and creative to your prospects. Make sure to include any customized deals that are available, such as financing options and any local or regional offers. As with any automotive creative, use the most engaging, immersive visuals available, and conduct A/B testing to see which ones attract the most attention and click-throughs. ### 4. Making Driving a Family Affair Automotive ads try to get across lots of features, especially if they’re new, incorporate technology in new ways, or stand apart from competitors. But Subaru elevated the typical TV car ad with its 2011 spot featuring a dad watching his daughter driving for the first time. Arguably a tearjerker, and Emmy-nominated as well, the ad put people and families front and center without once mentioning anything about the car’s features. https://www.youtube.com/watch?v=6F3-InOdMP4 The brand has continued to elevate its advertising with people-centric spots featuring families and dogs, and a partnership with the National Parks Service, all reinforcing its brand promise and trust. Consider how you can tell a bigger story than simply showing off your product’s features, and how you can center the humans who will use it. ### 5. Capture the Trends Honda’s cars are known for their reliability and longevity. As consumers move away from larger trucks and SUVs for better cost and sustainability, the car brand squarely highlighted its compact Honda Fit in a simple ad that connects childhood toys to adult life. One photo can go a long way in showing off your brand to prospects: ### 6. Personalize Up Front When you’re getting to know your target audience in automotive, demographics are a key piece of the puzzle. In this Ford ad, the company squarely targets city dwellers, using an image that hardly needs a caption with the story it’s telling. Consider how you can create different ads for the audience you’re targeting, or a new audience you’re going after. ### 7. Electrifying the Auto Market Electric vehicle company Polestar used its Super Bowl ad spot to establish its brand name and promise by making digs at its rivals in a clear, simple way. The newer auto company used only music and brief copy on screen, alongside a close-up view of its most recent car model, to get across a strong message. https://www.youtube.com/watch?v=B4QI0VzbkHk Don’t be afraid to take some risks when you’re an upstart in the field, and think about all the ways to capture attention and start conversation. With constantly growing interest in electric and other efficient vehicles, the field is crowded but has lots of room to grow. ## Key Takeaways Automotive ads, crafted carefully, can and should stand out as you nurture target audiences to learn more and ultimately convert. Tailor your creative, copy, and landing pages according to the latest trends, and spend time on testing to grab attention and engage your prospects. ## Frequently Asked Questions (FAQs) ### What is the best place to advertise a car? The best place to advertise a car for private sellers is likely an online site like Cars.com, Carvana, or CarGurus, among other options. Digital advertising means it’s much easier for an individual to sell a car directly than it was in the past. Dealerships or car companies also have many online options for advertising car sales, such as display ads, social media, search ads, and more, and may also use print or other analog media options. ### What is the best advertising for a dealership? The best advertising for a car dealership is likely a mix of digital advertising tactics across the right channels and formats. Search engine optimization (SEO) and search engine marketing (SEM) can both be very useful in attracting prospects, as well as targeted landing pages, regional messaging and offers, search ads, and a strong social media presence. ### Is it legit to get paid to advertise on your car? Getting paid to advertise on your car is legitimate and legal, but make sure you do your homework to avoid potential scams. Car wrap companies pay you to advertise on your vehicle, but make sure the one you choose is above board and that you read all the fine print. --- ### Marketing Channel: Types, How to Select The Right One URL: https://www.taboola.com/marketing-hub/marketing-channel/ Last Modified: 2025-06-22 11:21:56 As you develop a marketing strategy and create marketing campaigns, you’ll need to carefully choose the best marketing channels for your campaigns, target audience, and goals. Marketing channels like social media, email, magazines, and text messaging, play a key role in helping you reach your target audience, and they can have a direct effect on your campaign’s success. Understanding the different types of marketing channels, the pros and cons of each, and how to test and best use each channel can maximize your campaign’s effectiveness. ## What are Marketing Channels? Marketing channels are the mediums or platforms you use to reach your target audience. The most effective campaigns often use multiple marketing channels to promote their messaging. This approach can help your audience become familiar with your brand, making your marketing more memorable and building audience trust in your business. ## Types of Marketing Channels ### SEO Search engine optimization (SEO) involves strategically positioning a website so that it ranks for relevant keywords, which can help your audience find your website. Optimizing a site for search engines requires a long-term approach, but it can be a valuable way to steadily bring new leads to your site. ### Social Media Social media platforms have grown rapidly and become a core marketing channel for most businesses. According to the Pew Research Center, 78% of United States adults aged 30-49 use Facebook, 66% use Instagram, and 94% use YouTube. These platforms have tremendously large audiences, and can help businesses reach and engage with their audiences. Different demographics tend to gravitate toward particular platforms, too, which can inform a business’ approach to social media. ### Email Email is a highly effective way to reach a target audience, and Statista reports that by April 2024, 92% of internet users in the United States used email. Once users sign up, businesses can use email to communicate directly with their audience, and email allows for excellent personalization and tracking. ### Digital Advertising Digital advertisements, such as banners, pop-ups, videos, and other media, can help a business rapidly reach large audiences. Digital ads can be highly targeted to a specific audience, which can enhance their effectiveness. Websites, email, social media, and podcasts offer vast digital advertising opportunities. ### Blogs and Websites Blogs and websites that provide relevant information to your audience are versatile marketing channels that can be used for content marketing purposes. Content marketing can help boost SEO, but it can also draw new visitors, boost brand awareness, and build public trust in the brand. ### SMS and Text Messaging Text messaging marketing, which allows you to send a text message directly to a customer’s phone, has become increasingly popular. Customers need to first opt-in to receive texts, but this marketing platform tends to have high open rates and can help you engage with your current customers. ### Traditional Media Traditional media channels, including radio, TV, and print ads, are tried-and-true marketing channels that existed well before the internet. While marketing through these channels tends to be more expensive than digital marketing channels, many businesses still use and have success with these channels. Tracking results can be difficult with traditional media, but these channels tend to have an extensive reach that can help expand your audience. ## How to Choose Your Marketing Channels ### Determine Your Target Audience To start, determine and define your target audience. Consider factors like what types of media the audience consumes, which social media platforms they use, and which channels will help you best engage with them. ### Consider Your Goals Your goals will partially help you determine which marketing channels are best for your business. If you want to rapidly reach a large number of new prospects, digital advertising or traditional media might be best. If your goal is to engage with current customers and build trust, then content marketing and email marketing might be a better choice. ### Evaluate Your Resources Developing and maintaining marketing efforts across multiple channels takes team and financial resources. Consider the staff and budget you have available and how well they can support the marketing channels you’re considering. When working with limited resources, start small with just a few platforms. You can always grow your marketing efforts and expand to additional channels once you’re sure you’ll have the required resources. ### Focus on Multiple Channels Rather than focusing on one channel, choose complementary channels that pair well together to help spread your messaging. Content marketing pairs well with social media and email marketing, since you can promote the content you’re creating on your social media platforms and in your emails. These multiple channels can ensure your audience repeatedly sees your messaging, which can boost trust in and familiarity with your brand. ### Ensure Funnel Alignment As you choose your channels, ensure you’re aligning your marketing content with your sales funnel. Your sales and marketing teams need to work together; your sales team should outline each stage of your sales funnel, and then your marketing team should develop distinct messaging that’s tailored to each stage. This alignment makes for powerful marketing that addresses the prospect’s needs, and allows for enhanced targeting, higher conversion rates, and a better customer journey. ### Monitor and Revise Continuously monitor your marketing metrics across each channel to understand how the channels are performing. Use your metrics to strategically improve your marketing, test different messages, and choose new platforms if necessary. ## The Importance of Diversifying Your Channel Mix Diversifying your channel mix can improve the chances of your marketing campaigns being successful. By diversifying your channels, you can get your messaging onto the platforms where your target audience spends time. You can increase your reach across multiple channels, connecting with leads while also engaging with current customers. A diverse channel mix can also be beneficial when facing challenges. Marketing across multiple channels minimizes your risk if one channel underperforms. It’s also possible for channels like Facebook or Twitter to place restrictions on businesses or kick them off of the platform entirely. If you’ve established a presence on other channels, then you’ll be better prepared to pivot your marketing if you lose access to one of those platforms. ## How to Create a Cross-Channel Marketing Strategy A cross-channel marketing strategy allows your business to reach your target audience on multiple channels. These steps will guide you through the process of creating a cross-channel marketing strategy: ### Develop Buyer Personas Crafting buyer personas can help your marketing team to better identify and understand your ideal customer and target audience. Details like your target audience’s behaviors, preferred channels, and interests can help you create content that they’re more likely to engage with. ### Map the Customer Journey By mapping the customer journey, you can identify touchpoints where the customers will interact with your brand. This mapping process also identifies any gaps in the journey that you can address before launching your campaign. ### Set Goals Set specific goals for your campaign, such as whether you’re looking to generate leads, sell products, or increase engagement. Assign specific numbers to each goal so you can evaluate the success of your marketing and identify any shortcomings. ### Choose Your Marketing Channels When you choose channels for your cross-channel marketing, consider where you’re most likely to connect with your target audience. Your buyer personas can be helpful in identifying the channels your target audience uses. Consider which channels are the best fit for your goals. ### Monitor Metrics and Optimize Marketing When you launch your campaign, monitor metrics and use that information to continuously improve the campaign’s performance. ## Testing Marketing Channels Testing marketing channels can help you determine which channels and messaging are most effective, so you can strategically improve your marketing efforts. ### Set Goals for Testing Start by setting your goals for the testing process, since those goals will guide you as you structure and run the tests. You might want to test how different messages perform on a particular platform, how one message performs across different platforms, etc. Outlining your goals can help you determine which metrics you need to gather and how to create your tests. ### Select Channels to Test Once you’ve identified your goals, you can decide which channels you want to test. Keep in mind that channels can vary in their structure and performance, so it’s best to try to test similar channels with similar audiences when you’re comparing channel to channel. ### Create and Run A/B Tests A/B testing lets you compare different elements of your marketing campaign, such as various messages, headlines, calls-to-action, images, platforms, and more, by sending different versions to different audiences To get the best, most comprehensive results, create multiple variations of each test so you can identify patterns and ensure that you’re getting reliable, consistent data. If you’re A/B testing display ads, take advantage of platforms that offer AI-powered A/B testing, for faster, more efficient results. ### Look for Patterns After you’ve completed your testing, review the results and make sure that you’re comparing the same metric across multiple channels. Look for patterns in the test results that can signal that one channel performs particularly well or particularly poorly, or that a certain type of content performs well or poorly on certain channels. These patterns can help you identify changes you can make to improve the effectiveness of future marketing. ### Repeat the Process Testing your marketing is an ongoing process. Once you’ve concluded tests and identified areas for improvement, make those changes and test your campaign again. Doing so will help you continuously improve your marketing. ## Channel Metrics Monitoring the following metrics can help you determine how well each channel is performing: ### Conversion Rate The conversion rate identifies the percentage of individuals who complete a desired action, such as signing up for a newsletter or making a purchase. It indicates how effective your marketing is in getting your audience to complete that desired action. To calculate a conversion rate, you need to divide the number of conversions, or viewers who took the desired action, by the size of your audience reached. Multiply the result by 100 to get your conversion rate percentage. ### Return on Investment Your return on investment (ROI) is a financial metric that indicates how profitable each marketing channel is. To determine each channel’s ROI, calculate how much revenue was generated in comparison to how much you spent on each marketing channel. You can use this metric to determine which channels you may want to invest more in. ### Click-through Rate The click-through rate refers to the percentage of times your audience clicked on your ad in comparison to the total number of impressions your ad had. If the click-through rate is high, then it means that your ad is effective and your audience is engaging well with it. A low click-through rate signals that an ad is not effective and needs to be revised. ### Customer Acquisition Cost Your customer acquisition cost is a financial metric that indicates how much you paid to acquire a new customer through a certain marketing channel. If a channel has a lower customer acquisition cost, then it’s a more economical option for your business than channels with a higher customer acquisition cost. To calculate your customer acquisition cost, divide the total amount that you spent on a marketing channel during a certain amount of time, by the number of customers you acquired during that same period of time. ### Customer Lifetime Value Understanding your customer lifetime value can help you make strategic, well-informed decisions in your marketing strategy. The customer lifetime value refers to the total worth of a customer during their entire relationship with your business. ## Channel Attribution With marketing channel attribution, you can better understand how effective your marketing channels are. Through attribution, you will give credit to the touchpoints of the customer journey, so you can identify which touchpoints are most important in driving conversions. There are several attribution models suitable for working with multiple marketing channels. I’ve highlighted some of the most commonly used models: ### Linear Under the linear attribution model, every touchpoint in the customer journey receives equal credit for the conversion. ### Last Click The last-click attribution model gives full credit for the conversion to the last touchpoint that occurred before the conversion. This model doesn’t give attribution to other touchpoints that may have still contributed to the conversion by building brand familiarity. ### Time Decay Time-decay models tend to be one of the most comprehensive attribution models for multiple-channel campaigns. With the time-decay model, all of the touchpoints receive credit, but the touchpoints that are closer to the conversion receive more credit for that conversion. ## How to Optimize Your Channel Mix Strategy ### Look for Personalization Opportunities When possible, personalize your marketing across your channels. For example, you can segment your campaigns based on past customer behavior, so customers who have previously purchased certain items see messages about relevant items they’re likely to purchase. The more you can customize your messaging to your audience’s interests, the more likely they are to engage with your marketing and take the desired action. ### Continuously Analyze Your Channel Mix Regularly analyze each channel’s performance. Review metrics often to identify ways to test and improve each channel to further optimize your campaign’s performance. ### Be Prepared to Change Your Channel Strategy If your metrics indicate that a channel is underperforming, be prepared to change your strategy. You might need to implement new messaging on a channel, or you might have to change your strategy entirely and try using a different channel. Successful marketers are open to testing and revising their strategy to ensure they get the best results, so don’t be afraid to pivot. ## How to Allocate Budget Across Marketing Channels ### Identify Proven Performing Channels Use metrics to evaluate the success of each channel. Put more of your budget into high-performing channels that generate your desired results to maximize the value you get for your investment. ### Look for New Channels You can maximize the effectiveness of your budget by looking for new, emerging channels. A channel like an up-and-coming niche website or podcast can be a valuable marketing opportunity that’s available at a lower price than more well-established channels. Investing some of your budget in a new, more affordable channel can yield positive results. ### Monitor Performance and Adjust Your Budget Monitor each channel’s performance throughout each campaign and adjust your budget as needed. As certain channels start to out-perform others, you may want to shift your budget to put more money into those top-performing channels. ## Key Takeaways You can build a multi-channel marketing campaign to reach your target audience on the platforms and spaces they frequent. But, with so many channels to choose from, it’s essential to strategically select channels that support your campaign goals. Developing and optimizing your multi-channel marketing takes an attentive approach, and you’ll need to frequently test and review metrics to adjust your approach as needed. This investment of time and effort is well worth it, since it can help you to optimize your marketing for better results. ## Frequently Asked Questions (FAQs) ### Is a website a marketing channel? Yes, a website can be a marketing channel. You can use your website to promote your services or products, and you can pair your website with content marketing, SEO, and social media marketing to drive your target audience to the site. ### What is the role of a marketing channel? A marketing channel serves as the medium you will use to reach your audience. Marketing channels are an integral part of an effective marketing strategy. ### What are some channel marketing examples? A business that uses social media to grow its business page and engage with its customers is one example of a marketing channel. Alternatively, a business might develop a content marketing strategy that offers its target audience helpful content, so they come to trust the business and then buy related products or services from that business. ### What’s the difference between owned, earned, and paid channels? Owned channels are channels that you create, like your business website and blog. Earned channels are exposure that your business gets from a source outside of the company, such as through customer reviews or social media mentions. Paid channels are those channels that cost money to market on, such as digital advertising. ### Which marketing channels should I use for a startup? When marketing a startup, choose platforms that you can scale organically and that allow for precise audience targeting. Social media, SEO, and content marketing can all be solid channels that help you strategically grow your startup audience while staying within a limited budget. ### Which channel should I focus on with a limited budget? If you’re working with a limited budget, look for a platform that you can largely scale organically, such as social media, email marketing, or SEO. ### What’s a good channel mix for lead generation? When your goal is lead generation, a channel mix including content marketing, social media, email marketing, and digital advertising can be highly effective. ### Which marketing channel has the best ROI? Many marketers agree that search, paid advertising, and social media marketing offer the best ROI. According to a survey performed by Statista in 2022, small businesses reported that Facebook, direct mail, and email offered the highest ROI. ROI will vary depending on your business, your campaign, and your marketing approach, so be sure to continuously measure performance and adjust your marketing strategy for the best results. ### What percentage of my budget should go to brand vs performance channels? According to Marketing Week, Les Binet advocated for brands to allocate 60% of advertising spend to brand building and 40% to performance marketing. Binet’s principle may be good advice, but you may need to tailor that allocation based on your brand’s goals. ### What’s the best attribution model for multi-channel campaigns? Attribution models help marketers assign value to each touchpoint in their campaign to better understand the campaign’s effectiveness. Time-decay attribution models are often best for multi-channel campaigns, since they give more credit to touchpoints that occur closer to the conversion, but they also encompass touchpoints that occurred earlier on in the campaign. These models provide a more complete view of the campaign and the customer journey than other models. ### What are low-cost marketing channels for early-stage startups? Marketing channels that offer some organic reach are low-cost options that are ideal for early-stage startups. Channels like social media, email marketing, content marketing, and SEO can all be solid options for your startup. If you’re starting to look into display advertising, consider working with a platform that specializes in performance advertising, particularly one that utilizes an AI powered by first-party data, which can help you to create, launch, and optimize your ads more quickly and easily. ### Which channels scale best with limited team resources? If you have limited team resources, look for channels that require minimal time investment and monitoring. You can scale social media, SEO, and email marketing even if you have limited team resources, but be sure to only implement campaigns across the number of channels your team has the time to manage. --- ### Email Marketing: What It Is, How It Works, Challenges URL: https://www.taboola.com/marketing-hub/email-marketing/ Last Modified: 2025-05-26 08:38:58 Email marketing has been a mainstay of marketing programs since email itself became commonplace. It’s still an important pillar of consumer and business marketing strategies, with lots more opportunities these days to use email for personalization and well-timed messaging. ## What Is Email Marketing? Email marketing refers to any emails a business sends to its customers, whether to share news, discounts or special offers, promote products or services, build customer loyalty, and more. It’s generally very cost-effective and used by just about every business trying to build an audience. Email marketing is a direct tactic within digital marketing. There’s still lots of room for creativity and experimentation within email marketing, even though it’s been used for many years. ## How Does Email Marketing Work? Email marketing can be as simple as manual text emails sent occasionally to your customer list, or as complex as using an automated tool to send graphically designed emails on a data-driven cadence to segmented lists based on customer behavior and other signals. Email marketing can be used throughout the funnel, starting with brand awareness and building relationships through to lead generation, then to confirming purchases or subscriptions and keeping customers engaged between purchases. It’s essential that you have clear goals you want to achieve with an email marketing program — goals that align with your broader marketing outcomes and plans. If not, users will quickly unsubscribe. Beyond that, there are generally two components to a successful email marketing program: ### 1. The List Whatever stage your business is at, you likely have collected user information that includes email addresses. To succeed at email marketing, you have to make sure you’re building a robust, relevant list of prospects and customers who want to hear from you. To build the right email list, use digital marketing tactics like pop-ups or form fills that offer something of value in exchange for a user’s email address. Consider social media ads as well and explore any channels that make sense to activate your user base. ### 2. The Tools Any company building an email marketing program will quickly find itself in need of an email service provider (ESP). These services can help on a number of essential fronts: - Designing: An ESP can help you create professional emails with templates and easy-to-use setup to add consistency and branding to your emails. - Sending: Use these providers to automate email tasks and schedule email sends for the times when you see the best open rate and whenever it makes sense for different time zones. - List management: Sending too many emails or sending them in the wrong sequence will turn off users. ESPs can help organize and track your list. - Reporting: These providers show you open rates, click-through rates, and unsubscribe numbers so you can test and refine for ideal performance. ## Why Use Email Marketing? Email marketing has proved to be a successful, cost-effective tactic. McKinsey found that email marketing is 40x times more effective at customer acquisition than Facebook and Twitter put together. A study conducted by Edelman DXI on behalf of Mailchimp found that four in five customers prefer email over any other form of communication. It’s generally agreed that email brings great ROI, due to its lack of overhead and minimal up-front investment needed. Other reasons to use email marketing include: ### Customization Email is straightforward, offering a direct line to prospects and customers. Marketers should use email campaigns thoughtfully, offering interesting, unique, relevant information to readers. Emails can be a place to play around with brand voice and tone, whether it’s playful, like a kids’ clothing business, or more serious, such as an eco-friendly cleaning company offering news and education. You can also do some testing with emails to see what tone, length, and other factors readers respond to. ### Personalization Email is a way to talk to your readers directly, with clear, engaging language. A Salesforce survey found that 73% of customers say companies treat them like an individual rather than a number, an increase from 39% in 2023. That’s evidence of the success of more personalized marketing over the past few years, including email. Remember that emails shouldn’t be salesy: It’s very easy to lose a reader with overtly salesy, repetitive, unoriginal, or confusing emails. Emails should also be timed and sequenced with care, so readers aren’t bombarded by emails or caught off guard when they haven’t heard from you in so long they’ve forgotten what you offer. ## Benefits of Email Marketing Email marketing offers a lot of benefits for companies across sizes and industries, namely: ### Directness Email is one of the few channels where marketers can talk directly to known audience members. Social media, paid ads, and other tactics don’t offer this type of contact. Metrics tracking is also direct and accurate, since you own the channel and can gauge performance almost immediately. ### Control If readers aren’t getting any benefit from your emails, they’ll let you know by unsubscribing. But the flip side of that is that how and what you say in emails matters and will reach your users, unlike social media posts that rely on algorithmic favors. With email, you know exactly how many and which prospects and customers are receiving what information from you. ### Experimentation Email is a great place for A/B testing, exploring segmentation efforts, and testing targeted, personalized content for various segments of your list. Try testing subject lines with different tones of voice or test the CTA within the email. Once you’ve identified audience segments, tailor emails accordingly, and see whether they perform better. ### Ease of Use Getting started with email marketing doesn’t require much in the way of overhead or specialized skills, so it’s accessible for even the smallest or newest businesses. You can start with some basic content for users and then scale and get more sophisticated with time, without too much investment or additional headcount. ## Challenges of Email Marketing Email marketing programs can quickly become a pillar of your overall digital marketing program. Here’s what to keep in mind for long-term success: ### It’s Easy to Unsubscribe or Ignore Emails Modern readers get a ton of email, much of it spam, so it can be easy for your email to get deleted, end up in the junk folder, or for a user to leave the list entirely. Getting emails right for your readers can prevent losing subscribers from your list. This means writing great, actionable copy, and engaging your email list continually over time. ### It Won’t Stay Free Email marketing is very cost-efficient to get started, and generally brings great ROI. But once you’re running multiple campaigns for various audiences, taking full advantage of an email service provider (ESP), or adding an agency to help, email marketing will require its own line item in the budget. Make sure to gauge both the technology and labor categories to understand the costs involved in email marketing. ## Types and Examples of Email Marketing There are various types of emails you can include in an email marketing program, from short, automated messages to more tailored newsletters and more. Each of them has its own purpose and goals, so you can slot them in accordingly with your overall strategy. These are the primary types of emails: ### Transactional or Automatic Emails These emails can be confirmation of a purchase or subscription, or a welcome note for new email list subscribers. They’re usually triggered within your email system to send automatically. ### Newsletters and Relational Emails Email newsletters can do wonders for your overall brand building efforts, along with lead generation and building loyalty and advocacy. You might send weekly or monthly, depending on how much content you have, and can mix news, thought leadership, product launches, and other relevant tidbits. There’s a lot of overlap here with relational emails, which are designed to build and maintain relationships by adding value for readers, like free content, surveys, social media updates, appointment booking, and other engagement-driven content. Consider newer interactive email features to create more back-and-forth with your readers. ### Promotional Emails Promotional emails make direct offers to your list, such as subscriber-only discounted pricing or preview access for a popular item. You can also announce a sale ahead of time or offer early-bird access and pricing to an upcoming event. ### Lead Nurturing Emails These emails are usually crafted as a series of automated messages to build relationships with prospects who have shown interest in your offering as you drive them toward purchase or subscription. It’s essential to craft these messages with lots of useful, educational information about the industry and your product, so readers don’t just feel they’re being sold to. Ideally you can tailor lead nurturing emails to the recipient’s needs and interests, based on what you know about their demographics, job data, and more. ### Dedicated Emails These emails are targeted to only segments of your email list. Consider testing this once you have some data around your email list, as well as your various audiences and customer profiles. You could send a dedicated email to anyone who hasn’t shopped in a while, or to new members whose profiles match an existing profile, so you can suggest particular products they might like. ## How to Build an Effective Email Campaign ### Choose Your Goal(s) Never send an email without knowing why you’re sending it: It’s easy to click that “send” button, but consider your reader with every message. Email is a broad digital tactic, so there are lots of goals you might be looking to achieve with email, whether it’s brand awareness, website visits, survey responses, e-book downloads, cart completion, or one of the many other options. ### Send the Right Messages In both copy and design, your email should be branded and written with care. Check all your grammar and spelling, make sure the links work, and always understand how many emails a particular list member is getting from you in a week or month. Too many companies have suffered a hit from incorrect dates in an email or accidentally spamming their users. Even if you’re using basic tools without a dedicated staff, put the time and energy into creating engaging email messages. ### Gather (and Integrate) Any Data You Collect Whether you’ve implemented an email marketing tool or not, track all the email data you can to establish benchmarks around your emails, then work to improve on them over time. If you have an email marketing tool, integrate into your customer data platform (CDP) to create an even fuller and more detailed picture of your customers and prospects. Then you can segment and target users with personalized emails and add marketing automation to save time and create better workflows, campaigns, subject lines, and find ideal send times. ## Email Marketing Best Practices Email marketing is, in many ways, the most straightforward marketing tactic. If a user doesn’t like your content, you’ll know right away by their unsubscribe. If they like it, you’ll see a click through to whatever CTA you offered them. But there’s plenty of nuance and skill involved in email marketing, with some important best practices to follow, such as: ### Build, Don’t Buy You might be tempted to buy an email list as you’re getting started or trying to expand your customer base, but don’t. Regulations like GDPR (General Data Protection Regulation) don’t allow unsolicited emails or storing consumer data without consent. Aside from the illegality concerns, most email marketing services won’t work with purchased lists: Unsolicited emails are often marked as spam, leading to reputation damage and landing your company’s emails on a blocked list. Instead, find ways to opt in new subscribers to your email list, such as with free content or a discount code. ### Measure, Then Optimize Capture the data from each email you send, in aggregate, and explore the trends that emerge. It can take some time and data to get to the right number of emails and the right timing in a campaign. Remember, A/B testing in email marketing is incredibly valuable, helping you to hone the right types of subject lines, email length, and more details that can keep a subscriber coming back. ### Keep Subscribers Engaged Use clear, compelling language in emails, and incorporate personality as much as possible so readers click to see the latest whenever they hear from you. Consider using a double opt-in process, where subscribers click their first email to confirm subscription. This helps eliminate misspelled email addresses and reduces any surprise emails (plus, this type of consent is required by GDPR). To boost engagement, use segmentation and personalization to reach smaller groups of subscribers. ### Monitor Deliverability Part of email list management and good email hygiene generally, email deliverability refers to whether an email can be delivered to an inbox. To keep deliverability strong, make sure to avoid spammy subject lines, don’t email anyone who hasn't opted in to your list, always include an unsubscribe link in your emails, and regularly clean your list of unengaged or undeliverable contacts. ## What Metrics Should I Track in Email Marketing? ### Open Rate This metric can tell you how effective your company’s brand name and reputation is, plus how well your subject lines are reaching readers. Open rate is the ratio of the number of people who opened your email divided by the number of people who received it. ### Click-Through Rate This number reflects the engagement level of readers based on which links they click on in emails they receive. It’s the ratio of how many recipients clicked on a link divided by the total number of email recipients. ### Unsubscribe Rate This metric is essential to understanding how well, broadly, you’re connecting with your audience, and whether you’re emailing them too often. ### Bounce Rate Bounce rate shows the deliverability of your emails and can help you optimize your list. This is the ratio of the number of emails that failed to deliver divided by the total number of emails sent. ## Key Takeaways Email marketing is a time-tested, effective, and low-barrier digital marketing tactic. But make sure you’re sending emails that are unique, useful, and engaging. Don’t buy lists, and continually test and optimize your email content, as well as when you send it and to whom, to avoid spamming subscribers and keeping them reading and clicking. ## Frequently Asked Questions (FAQs) ### What types of emails should I send (newsletters, promotional, transactional)? There isn’t one best type of email or even a best mix of types of emails: It will depend on the size of your business, its growth stage and goals, the number and complexity of products offered, and the resources available to the marketing team. A boutique clothing company may send only a weekly newsletter and order confirmations, while a large B2B SaaS company might run multi-step targeted campaigns to its various user segments, with drip emails carefully optimized for timing and product messaging. ### What are effective list segmentation strategies? List segmentation strategies can be very effective to make sure you’re sending the right content to the right group of prospects or customers. This tactic involves grouping subscribers based on shared characteristics like demographics, location, buying history, behavior on other websites, social media activity, and more. List segmentation is part of building customer profiles, and doing it well can lead to increased conversions and engagement. ### What is triggered email marketing, and how can it boost engagement? Triggered email marketing is a way to send emails automatically in response to customer actions or events. Once the marketing team understands their customer base and behavior, they can set reminder emails to send when a customer does something like leaves items in the cart, or ask for a review after a customer makes a purchase. There’s plenty of room to get creative with these, such as sending a tutorial or quick video if a user abandons a product walk-through. The essence of triggered email marketing is to engage a customer at a critical moment, delivering the right content for a personal, useful experience. Their timeliness and personalization make triggered emails a good way to boost engagement. ### What are the common reasons for high unsubscribe rates, and how can I fix them? High unsubscribe rates are a cause for concern for email marketers, and usually happen because you’re sending too many emails, they’re not relevant to your readers, emails are not well-designed or easy to understand, or are not personalized. Make sure emails are mobile-optimized, are valuable to readers, and that you’re not spamming users with too many messages. Test one element at a time to see what performs best, and optimize accordingly. ### How do I manage bounce rates and maintain a healthy sender reputation? In email marketing, your sender reputation is everything. An unhealthy sender reputation can land your messages in spam or junk mailboxes and can be hard to recover from. Don’t buy email lists and instead focus on responsible email practices, like regularly auditing your email list and verifying emails with double opt-in. Consider using domain authentication through SPF, DKIM, and DMARC to ensure your emails are marked as legitimate. Get to know what spam triggers are in content, particularly subject lines. You can also evaluate your sender reputation score regularly. --- ### Blog: Definition, Formats, Benefits for Marketers URL: https://www.taboola.com/marketing-hub/blog/ Last Modified: 2025-06-16 08:04:45 Blogging is alive and well in 2025, giving marketers the opportunity to create thought leadership and interact with their customers. With the right approach, you can build a valuable resource for people to get answers to their questions and learn more about your brand. But, where you set up your blog is almost as important as the content you feed into it. Your blog posts can boost your visibility in search results, bringing in new customers while also engaging your brand loyalists. This guide takes you through the purpose of blogging and how you can use it as a tool to bring attention to your brand. ## What Is a Blog? Short for “weblog,” a blog serves as a regularly updated journal, chronicling someone’s thoughts, opinions, and/or experiences. Blogging dates all the way back to 1994, when a college student named Justin Hall began a diary he named Justin’s Links from the Underground. For a while, blogs were more of a personal endeavor. Online users treated the medium as a sort of personal diary — a way to share their thoughts with the internet at large. But soon enough, businesses got in on the action, and today, it has become a way for brands to build thought leadership and nurture their existing customer bases. “At its core, a blog is an ongoing conversation that allows your business to share valuable insights, engage with your audience, and ultimately build relationships,” says Chad Reinertson, founder of Evolve Digital Strategy. “But, most companies fail to see blogs as more than just an obligatory content dump. A blog should be a strategic asset, not just a checkbox on your digital marketing to-do list. The true value comes from understanding the metrics — what your audience is engaging with, what drives conversions, and how those insights shape your next moves.” ## Which Type of Marketer Would Most Benefit From Blogging? Blogging isn’t a one-size-fits-all marketing tool. Here are some specific types of marketers who can benefit from a solid blogging strategy: ### Content-Driven Brands Storytelling works well for certain types of businesses. If you run a wellness company or travel agency, for instance, you can share experiences that bring your products and services to life. You can show off your expertise, interact with existing customers, and highlight your offerings. ### Lead-Generation Marketers Some businesses rely heavily on generating and working with leads. If you’re a software as a service (SaaS) provider or B2B brand, you need a steady flow of potential customers. Blogging can be a great way to drive signups, gathering the names and email addresses you need. If lead generation is your goal, use intent-driven targeting and optimized landing pages to reach the right customers and draw them into your sales funnel. ### E-commerce Brands While blogging is generally a way to build thought leadership, if you run an e-commerce business, it becomes a great way to answer questions about your products. You can also showcase features and highlight your most enthusiastic customers. Create content that focuses on ranking well in search to attract those users who are most likely to see your product(s) as a solution for specific problems. ### Affiliate Marketers Affiliate marketing and blogging go hand in hand, as the more worthwhile content you have on the topic of the products you’re promoting, the more sales you’re likely to see. In-depth reviews, explainers, and how-to guides are all examples of relevant, useful content for affiliate marketing. ### Performance Marketers To reach today’s customers, it’s important to go beyond traditional display ads. Blogging can be part of a holistic strategy that includes carousel and video ads. AI-driven targeting can help you ensure that your content reaches the most relevant audiences. ## Blog Formats Blogs come in a variety of formats, each bringing its own unique value. Here are some of the most popular types: ### How-to Guides “How to” kicks off a wide range of online searches. For that reason, how-to guides can be a great way to gain visibility. It doesn’t even have to be related to your products or services: A B2B SaaS provider, for example, might publish productivity guides that establish them as a thought leader in their space. A local plumber might publish guides on everyday household issues like unclogging a toilet. The key is to provide solutions to common issues that will resonate with your target audience. ### Listicles Readers love numbered lists: Headlines such as “5 Ways to Improve Your Search Rankings” or “10 Landscaping Supplies Every Homeowner Needs” are popular for a reason. The number gives readers an end point, while also encouraging them to quickly scan for information. Best of all, readers like to share listicles, which can expand your reach. ### Case Studies The prospect of creating case studies can seem intimidating, but they don’t have to be highly technical. You can use storytelling to showcase how your products or services have improved your customers’ lives. You’ll not only give your brand loyalists a little publicity, you’ll also build credibility and increase trust. ### Product or Service Overviews Your blog is the perfect place to break down all the features of your offerings. Don’t dump it all into one blog post: Instead, highlight various features or different products/services across multiple posts. This will help answer customer questions while also giving you a long list of topic ideas. ## 4 Benefits of Blogging ### 1. Builds Authority and Trust Converting a website visitor to a customer can be tricky, particularly if your price tags are steep. Blogging can help you demonstrate to potential customers that you know your stuff. You can even interview some of the subject matter experts involved in making your products/services for an additional boost in authority. ### 2. Improves SEO Performance One of the worst things a brand can do is neglect its website for weeks, months, or years. Your blog gives you the opportunity to post new content consistently, tickling the algorithms. Bonus points if your posts demonstrate experience, expertise, authoritativecness, and/or trustworthiness (E-E-A-T), which further increases your chances of ranking well with Google. ### 3. Supports Other Marketing Channels You put time and effort into your blog posts, so why not get the most out of them? You can repurpose your blog posts in your email campaigns and on social media. Tools are now available that will let you import your blog posts into your performance ad creatives for paid promotions. ### 4. Drives Long-Term Results Paid ad campaigns can quickly fall victim to ad fatigue. Social media posts have short shelf lives, too. Your blog posts, on the other hand, can be linked across your various marketing channels for years. You can even give old posts a refresh and publish them as new. ## How To Create Effective Blog Content Blogging can bring marketing value to a brand, but it’s important that posts are crafted for maximum efficiency. Here are some tips to ensure your posts are effective: ### Start With User Intent The first step toward creating content that resonates with your audience is understanding that audience. What are your target users searching online? What brings them to your website in the first place? Instead of relying on general demographics, leverage the power of predictive insights to better inform your posts. ### Focus on Actionable Takeaways Your blog posts should be just the beginning. After reading your content, users should walk away with information they can apply to their lives. Whether it’s a how-to guide or a product that solves an issue, every post should provide clear value to the reader. ### Keep the Structure Reader-Friendly Long blocks of text can overwhelm readers, but too many images can slow down page-load times and interrupt your message. Instead, use formatting to keep your posts engaging. This includes subheads, bullet points, and short paragraphs. Be sure to end every post with a clear call to action (CTA) designed to convert. ### Update and Repurpose Content With a little extra work, every blog post can continue to bring value for years. Make it a regular practice to dive into older content and refresh your posts with updated information. Also consider repurposing your content into other formats, such as instructional videos, infographics, and image-heavy slideshows. ## Blog Optimization for SEO Optimizing your blog posts for search is essential to getting in front of new audiences. Here are some tips to ensure your content ranks: ### Smart Keyword Targeting For years, marketers have pulled lists of top keyword searches and populated their content with those keywords. In 2025, though, intent is everything. As you’re reviewing top keywords for a topic, consider what users intend to find with those searches, not the words they fed into the search engine. Pay particular attention to long-tail keywords, since they tend to align more closely with specific consumer needs. ### Fast, Mobile-Optimized Pages Slow page-load times can hurt visibility. To keep the algorithms happy, make sure your blog posts aren’t bogging down the page with large image files. Today’s performance-minded platforms are designed to keep pages loading quickly and looking great, whether a user is reading on a computer or a mobile device. ### High-Quality Backlinks One way search engines establish authority is by looking at how many other pages link to a site. If you have a useful article on how to get stains out of clothing, for instance, you might find other sites linking to it as part of their content. You can build backlinks by reaching out to influencers or guest posting on other blogs that let you link to your own. ### Engaging Meta Titles and Descriptions It can be tough to stand out in search results with so much competition for the top spots. You can connect with users by writing clickworthy headlines and meta descriptions. Make sure any titles and descriptions you write match the article, to avoid disappointing users who click over to read the post. ### Link Internally Backlinks aren’t the only way to build authority. As you create new blog posts, link to other posts on your site. In addition to SEO, you’re also more likely to keep users on your site, reading other posts. ## Key Takeaways Blogging is more relevant than ever, but the way businesses blog has changed. It’s important to gear your content toward user intent rather than demographics. You can boost your blog’s effectiveness by using AI-powered tools that can identify patterns and predict user behavior. A solid SEO strategy can ensure your posts rank well in search results. ## Frequently Asked Questions (FAQs) ### What are the key elements of a successful blog post? A successful blog post focuses on its audience. The content is written in a way that makes it easy for users to get value, whether it’s learning how to do something or understanding a complex concept. Key elements include: - Strong headline. - Clear structure. - Valuable insights. - Relevant keywords. - Strategic call to action. “If a blog is being used with SEO in mind, then a successful blog post will need to have original content that reflects Google's E-E-A-T guidelines,” says Katie Stone, SEO lead at Leadhub. “Basically, Google (and your users) want to know that what you have to say is real and reliable. Always include relevant images and avoid stock photos. Infographics and interactive elements will ensure your users stay engaged with the content and will drive more traffic.” ### How often should you publish new blog posts? When it comes to blogging frequency, consistency is the most important factor. Whether you post daily, weekly, or monthly, the key is that you’re building trust. Your loyal customers know to expect a post from you at a given time and the algorithms see that your blog is regularly updated. However, frequency is also a key consideration. Ryan Anderson, president of Markiserv, tested a variety of posting schedules and discovered that three days a week or more is the sweet spot. “Having consistent posts five days a week propelled and increased our site position in search by 20% within two months,” Anderson says. “We then went to one post per week and lost all growth momentum, but maintained our position. It really is up to the poster and your audience. However, if you’re looking for search performance, you really want to assure you are posting at least three times per week.” ### How do you find relevant topics for your blog? If you’re posting multiple times a week, the creative well can quickly run dry. Here are a few ways to mine for relevant topics: - Monitor user search trends for topics related to your brand. - Listen to customer feedback. - Leverage intent-driven insights. “Our agency finds this a really fun exercise,” says Sam Littlefield, president and CEO of Littlefield Agency. “Have your marketing and sales team get together in a room for three hours (bonus points if you bring in lunch!) and brainstorm every question the sales team could ever get from prospective customers. Three hours later, you'll have at least 100 topics to choose from. Then it's off to writing.” ### What are the best tools for writing and managing a blog? Any successful marketing endeavor starts with the right tools. Here are a few that can help power your blogging efforts: - Google Trends and AnswerThePublic for coming up with topics. - A content management system (CMS) for publishing and managing blog posts. - Predictive audience targeting software to personalize content for your intended audience. - Content importers to repurpose social media content for blog posts. - AI assistants to help with creating headlines and optimizing posts for search. “We love pairing Google Docs (for collaborative writing) with a platform like WordPress or Webflow for publishing,” says Kaitlin Marcellot, founder and CEO at MDM. “For content planning, Trello or Notion keeps our calendars clean and workflows clear. For SEO optimization, we lean into tools like Clearscope and Yoast.” ### How can you use a blog to generate leads? Blogging is a great way to interact with existing customers, but what about bringing in new business? Clear CTAs will send readers over to your product pages, but you can also get results by using the latest AI-powered tools to target the right audiences. Innovative solutions that focus on the consideration and action stages of the funnel will ensure you’re bringing the right visitors to your blog. “The power lies in truly understanding what your audience values and using that knowledge to guide your content strategy,” Reinertson says. “Treat your blog as more than just a task — it’s a conversation with real value.” --- ### AdTech: Types, Benefits, Challenges URL: https://www.taboola.com/marketing-hub/adtech/ Last Modified: 2025-10-27 09:53:10 As technology keeps growing and giving advertisers new opportunities, it’s likely you’ve heard the term AdTech. Here, I’ll explain what it means, how it can help your brand, and how it differs from martech. ## What Is AdTech? AdTech is short for advertising technology, which means the software, services, and other tools that advertisers and publishers use to connect with each other when buying, selling, placing, and analyzing advertisements. This type of technology is specifically used in programmatic advertising, which is the system of automated buying and selling. ## Types of AdTech in the AdTech Ecosystem The AdTech ecosystem is made of platforms that work together to get ads viewed by the right people at the right time on the right channels. Examples include: ### Demand-Side Platforms A demand-side platform, also called a DSP, is where advertisers bid in real time to secure online advertising space. Advertisers can act on live information and target their purchasing accordingly across multiple platforms using just one interface. ### Supply-Side Platforms A supply-side platform, also called an SSP, is the publisher’s side of things. Websites, streaming services, and apps use them to connect with demand-side platforms and other exchanges. SSPs help manage and sell a publisher’s inventory, also known as the available ad space on a given service. ### Ad Exchanges An ad exchange is the valuable middleman that connects the SSP and DSP so they can do business. Using machine learning and algorithms, ad exchanges keep the transactions flowing at a rapid-fire pace via real-time bidding. ### Ad Servers Ad servers work with both sides of the transaction by storing creative assets, deciding which ads to showcase, and delivering the ads to the appropriate channels. They also collect data and report on the performance of the various campaigns. ## What Are the Benefits of AdTech to Advertisers? ### Speed, Scale, Precision AdTech is an essential part of doing business, as it automates the process and makes quick decisions that can help advertisers land on the right channels. “AdTech is key for speed, scale, and precision,” says Taron Flood, growth marketer and newsletter operator. “You can reach the right person, at the right time, with the right message, without needing to manually negotiate every single media buy.” As AI-powered customer targeting and ad optimization becomes ever more advanced, this process will only continue to improve. ### Access to Real-Time Data By giving access to real-time data, it provides transparency into campaign success and guides future decisions. “It closes the loop between spend and impact. You’re not just buying impressions, you’re buying outcomes, with performance data to back it up, ideally,” says Flood. “AdTech has become a game-changer for brands trying to move quickly or stretch a budget.” ### Segmentation AdTech helps segment audiences in ways that benefit advertisers looking to target specific niches. This can include behavioral data, demographics, or personal interests. The technology can then send personalized ads based on this information, which can increase the viewer’s feeling of connection with the brand. ## What Challenges Do Marketers Face With AdTech Today? ### Trust and Ad Placement Trust is a big issue, says Flood. “With so much automation, marketers don’t always know where their ads are showing or how their data’s being used,” he says. “That makes measurement murky and accountability harder to pin down.” Automated buying means ads might show up on platforms that are not an optimal fit for a brand’s voice or optics. ### Changing Privacy Laws Privacy laws keep changing, and currently 20 states have comprehensive data laws in place. While consumers say they want personalization, advertisers have to walk a fine line between making a consumer feel seen and making them feel invaded. Therefore, the AdTech industry is always having to evolve and create new ways to track consumers and gain relevant data, without breaking any security and privacy rules. “There are constant platform changes, which means there's always something new to adapt to or understand,” says Flood. ### Ad Fraud Another challenge with AdTech, as it relates to programmatic advertising, is the prevalence of ad fraud. This is when bots, run by scammers, simulate site visits and ad clicks to run up metrics. When advertisers don’t know about the fraud, they continue to spend, thus wasting ROAS (return on ad spend) and shrinking ROI (return on investment). ## AdTech versus Martech: What’s the Difference? AdTech and martech (marketing technology) help advertisers and marketers in different ways. While advertising technology facilitates the ad-buying process, martech helps brands connect with potential customers online via social media, email, websites, and other digital platforms. Martech is used for engaging shoppers, driving purchases, and maintaining loyalty throughout time. It includes things like CRM (customer relationship management) platforms, identity resolution platforms (which help create a cohesive view of ac customer based on various data touchpoints), and customer journey analytics, which help marketers chart an individual’s path to purchase and beyond. ## Key Takeaways AdTech, or advertising technology, refers to the tools used to buy, sell, place, and analyze advertising. It is different from martech, which is used to connect with consumers and track their behavior from awareness throughout loyalty. AdTech works via automation and real-time bidding, and it is an important part of the advertising ecosystem. ## Frequently Asked Questions (FAQs) ### What is an example of AdTech? Examples of AdTech include demand-side platforms, supply-side platforms, and ad exchanges. ### What is Google AdTech? Google owns the market’s largest ad exchange, as well as a publisher ad server and two ad-buying tools (one for small and one for large advertisers). As of April 2025, a judge has ruled that Google holds an illegal monopoly in AdTech, which could lead to a breakup of its ad products. At the time of writing, the company is appealing the ruling. ### What alternatives to AdTech do advertisers have today? Direct publisher deals, newsletters, and influencer partnerships are some of the alternatives to AdTech, says Flood. “These all offer something AdTech can’t: Control, context, and often, deeper audience trust. There are probably some downsides around scale, and maybe efficiency, too.” While these alternatives usually require more manual work, creative lift, and time to see results, it could be worth your time and efforts, says Flood: “If your goal is brand building or niche targeting, going off-platform can be a smart move.” --- ### Conversion Tracking: What Is It? Why Do You Need It? URL: https://www.taboola.com/marketing-hub/conversion-tracking/ Last Modified: 2026-04-12 06:39:14 Once you’ve filled the top of your marketing funnel with prospects and encouraged them toward making a purchase, conversions become a key area of focus. Tracking this process will help you understand how users are finding your brand, content, and ultimately your product, and what you can do to improve these journeys. ## What Is Conversion Tracking? Conversion tracking involves monitoring user actions along the path to a goal you’ve set. Depending on your industry, the action might be a user adding a product to their cart or buying an item. Other desired conversions include a user clicking a link on a targeted landing page, subscribing to a particular newsletter, or downloading gated content. Conversion tracking lets you see how well your marketing efforts are working in the crucial mid- and lower-funnel stages. Conversion tracking is most often used in advertising and email marketing, but modern digital marketers can apply it to any campaign where you’re directing your audience toward a goal. If a behavior is valuable to reaching your marketing goals and is measurable, then you can identify it as a conversion that you can track. It’s a way to view and measure your user acquisition efforts and use those insights for better decision-making and budget allocation. ## How Does Conversion Tracking Work? Conversion tracking varies by channel and action — for example, you can see in your analytics tool how many people downloaded a piece of content. For web activity, though, conversion tracking requires the installation of a pixel on all websites where you want to record specific user actions. Third-party cookies used to be a primary method to track conversions, but their deprecation means that pixels are now more common. For conversion tracking on mobile apps, you can choose from various mobile measurement partners (MMPs) using Apple’s SKAN framework, or using a software development kit (SDK) in your company’s app. MMPs offer performance tracking and measurement, so you’ll want to investigate how many mobile users you have and which MMP best suits your business needs. Mobile app user behavior and conversions can vary widely from desktop activity, so consider AppsFlyer for a full-service platform, Kochava for both mobile and web, or Branch to include influencer efforts and a full-funnel approach. Conversion rate is expressed as a percentage, measuring the amount of visitors who completed the goal you set. Once you’ve gathered the right conversion data, use this formula to calculate the conversion rate: Conversion rate = Conversions ÷ Clicks x 100 Divide the action you’ve chosen as the conversion by the total number of people who took that action, then multiply by 100 to express as a percentage. The next step in conversion tracking is conversion rate optimization, or CRO. This method includes the steps you take to improve your site and other channels to increase the number of conversions, whether generating leads, making purchases, or something else. CRO can improve the quality of leads, increase revenue, and reduce your acquisition costs. ## How Do You Set Up Conversion Tracking? The first step in conversion tracking is to examine the marketing funnel you’ve established and determine where conversions take place along the way to a purchase (which may itself be a conversion). Then you’ll choose how to implement conversion tracking. You might use popular conversion tracking tools like Google Analytics and Google Ads, or whatever CRM (customer relationship management) or other platform you have already established. Here’s what to keep in mind as you’re setting up conversion tracking: ### Match Goals and Data There’s overhead of time and resources involved in setting up conversion tracking, so make sure you’ve already mapped out what goals you want to achieve, why they are important to your strategy, and how conversion tracking will help you reach them. ### Map Out All the Paths While the traditional marketing funnel still provides value to modern digital marketers, the user journey these days is often circuitous. A user might complete several conversion actions on their way to a purchase or subscription — or none at all. Make sure to anticipate various conversion flow possibilities, then adapt as you gather more information about how users are navigating and responding to your offers. ### Chat With IT Adding pixels to your website will likely require consultation with an in-house or outside IT team to ensure you aren’t slowing down page-load times or causing other disruption. Make sure to get this right from the start to ensure a great user experience across all your site pages. ## Why Is Conversion Tracking Important? Conversion tracking is an essential way to see how users are responding to your marketing tactics. Without third-party cookies and with a crowded marketplace, marketers need conversion tracking to give them feedback on their user assumptions and overall strategy. Without conversion tracking, you’re spending money without understanding whether it brought your business any results. Using conversion tracking means you can optimize ad spend, test and improve copy and creative, and generally increase the ROI of your marketing efforts. In addition, mobile conversion tracking can provide insights into key app events, like purchases or upgrades, to help marketers optimize and increase traffic sources, in-app copy, and more. ## Benefits of Conversion Tracking ### Budget Correctly Tracking conversions can have a big positive impact on your budget allocations. If you see a much better ROI for conversions through email vs. social media ads, you can adjust your budget accordingly (and probably fairly quickly, too). ### Improve Key Metrics Conversion tracking can improve ROI of marketing spend generally, and return on ad spend (ROAS) more specifically. If you haven’t tracked conversions before, you may be surprised at the results, and can quickly make adjustments to get the most out of your budget. In addition, you can use conversion tracking to distinguish between click rates and conversion rates, and find out if they’re similar or much different, which can have a huge impact on the bottom line. ### See What Resonates With Users With oversaturated social and search channels, it can be difficult to gauge what’s really reaching readers. Once you identify conversion actions, then track them, you can start digging into various campaign approaches to understand where users are dropping off. This includes any and all tactics and channels you’re using, such as keyword conversion, gated content, or one social media platform versus another. If performance is lower than expected, make changes and review the data again regularly. ## Limitations of Conversion Tracking in the Performance Marketing Landscape ### Regulatory Compliance A rise in privacy regulations has complicated the work of tracking user actions across apps and websites. GDPR, Apple’s App Tracking Transparency feature, and others allow users to opt out of tracking, and ensure that companies are using data correctly. Marketers may now be using aggregated data rather than user-level data, so it’s important to understand how your data was collected and how to see trends from it as you stay compliant. ### Conversion Definitions While marketers can often easily define what a conversion is, there’s plenty of nuance in what a conversion really is in each business and industry. A purchase is an easy one to name as a conversion, but with the options available to users and the channels available to marketers, defining and tracking the right conversions can take some effort. Get creative in considering how you can best identify the most appropriate conversions for your audience, then make them easier by optimizing the user experience on your website or app. ### Changing Trends Marketers interested in tracking user conversions should keep an eye on regulatory trends as well as new and emerging conversion tracking methodologies. The use of ML (machine learning) and AI (artificial intelligence) will likely continue to grow in all areas of technology, and cross-device conversion measurement is still an area of exploration. ## Types of Conversions to Track I’ve mentioned a few common conversion types already, but there’s a wide range of conversions you can track. Here are some more types to consider: - Ad clicked. - Search term used. - Physical store visited. - Site visitors. - Call or message received/engaged with. - Item added to cart. - Purchase made. - Newsletter signup. - Content downloaded. - Video or audio played. - Contact form submission. - Increase in pages visited on site. - Increase in session duration on site. - Pages per visit increase. - Cost per acquisition reduction. ## Conversion Tracking Optimization Once you’ve established which conversions to track and gathered enough data to understand user conversions, you can start optimizing for more conversions in more channels. Here are some tips to get you started. ### Tailor Optimizations Carefully When you’re deciding what to change or test, start with your intended goal. If you want more users to download a piece of content as a conversion action, make sure to only count those clicks divided by the number of people who had the opportunity to click. Getting as specific as possible on what’s working and what isn’t can help you decide what to change, whether it’s the page title or the actual content offer itself. ### Create Conversion-based Actions While conversion tracking can offer many options for you to optimize the user journey, you can also create new actions based on what you learn from conversion tracking. A common example is sending an automated email to a user who’s added something to their shopping cart, but hasn’t completed the purchase. This is a type of conversion-based retargeting, where you use the data you’re gathering to nudge a user into converting. ### Use the Right KPIs If you’ve established the right conversions, the other piece of the puzzle is to establish the matching KPIs. Make sure you’re capturing data that can show you what is and isn’t working for your particular situation. These are some common options: - Number of conversions. - Conversion rate. - Cost per conversion or acquisition. - Bounce rate. - Pages per visit. - Hits on destination page. - Events (played videos, downloaded content, etc.). - Session duration. ## Key Takeaways Conversion tracking continues to evolve in the face of crowded marketplaces and channels and increased regulations. Marketers can incorporate conversion tracking for their business and users in various ways, and should consider their overall marketing goals, desired user journeys and behavior, and best KPIs to improve CRO. --- ### Ad Impression: All You Need to Know URL: https://www.taboola.com/marketing-hub/ad-impression/ Last Modified: 2026-06-22 08:30:39 Ad impressions are an essential data set, since they can help businesses understand just about everything that happens from the time an advertiser releases an ad, to the moment a customer makes a purchase — or takes another action the marketers were seeking, such as signing up for a newsletter. But how do they work? Let’s start by defining the ad impression. ## What Is an Ad Impression? An ad impression occurs when an advertisement is displayed to a person on a computer, tablet, or smartphone. No one has to engage with the ad or even see it for it to count as an ad impression — even an ad that was scrolled right by without acknowledgement is an ad impression. In fact, even ads that are quickly skipped over can be of value to marketers. “An ad impression simply means your ad was displayed on someone’s screen, whether they interacted with it or not,” says Sasha Berson, co-founder and chief growth officer at Grow Law Firm. “It doesn’t mean they read it or even noticed it.” As we’ll see, a lack of tangible interaction does not mean that an ad wasn’t in some way effective. Often, marketing is about playing the long game. ## Why Are Ad Impressions Important? ### Ad Impressions Inform Advertisers Advertisers thrive on data. Knowing how many ad impressions were delivered lets you compare that to ad clicks and conversions, such as sales, sign-ups, or likes. This calculation will help you figure out which types of ads are working and which need a revamp. “The creative is everything,” says Nikki Lindgren, founder and managing partner of Pennock. “An impression is only valuable if it makes someone pause, so advertisers test different hooks, visuals, formats, and lengths.” ### Ad Impressions Build brand Awareness As noted, even an ad delivered but not engaged with can be of great value, because each ad delivered can start to cement a brand in the mind of potential consumers. “On average, it takes five to seven impressions before someone remembers a brand,” says Berson. “So, impressions are like digital billboards. You’re planting a seed that may lead to awareness, trust, and eventually action.” If you’re using a performance AI to smartly target your users by intent, these impressions will have even more value, especially as you can optimize them in real time. ### Ad Impressions Lead to Engagement and Conversions “Ad impressions are the top of the funnel,” says Ivan Vislavskiy, co-founder and CEO of Comrade Digital Marketing Agency. “They don’t generate sales directly, but without them, nothing else happens. You can't get a click if nobody sees the ad.” An ad impression can lead to that click that ends up with a sale or, better yet, with a loyal customer for years to come. ## How Does an Ad Impression Work? “An ad impression is noted whenever an advertisement is displayed on a user’s screen,” says Brandon Schroth, founder of Reporter Outreach. “While no interaction may occur, impressions represent the first step toward interaction or visibility, brand recognition, and recall. From an SEO perspective, although ad impressions don’t directly affect SEO rankings, they enhance visibility and drive traffic to the site, which can result in brand engagement or searches that will help improve the presence in the digital space. Ad campaign target settings affect the CPM (cost per mille, i.e., cost per thousand impressions) rate advertisement. Thus, tailoring the audience improves cost effectiveness.” “A strong impression strategy sets the stage for higher engagement (clicks, views, saves), better recall, and ultimately conversions,” adds Lindgren. ## Types of Ad Impressions ### Served Impressions This is the most basic form an ad impression can take. It counts the total number of times an ad is delivered to a web page, regardless of whether a user sees it. ### Viewable Impressions This type of impression compiles the actual number of times the ad is visible to a user. It is visible on the screen for a certain duration and within an active tab. ### Verified impressions The most valuable ad impressions confirm that the ad was actively shown to a real user, helping to eliminate fraud and wasted money, and ensuring that ad delivery is happening properly. ## How Advertisers and Publishers Use Ad Impressions “I always remind clients that visibility without conversion is just noise,” says Sophie Musumeci, founder and CEO of Real Entrepreneur Women. “Yes, impressions help build brand awareness and can warm up cold audiences, but it’s what you do with that visibility that counts. A single impression can lead to a conversation, a click, a conversion — but only if your messaging is magnetic and aligned.” Publishers use ad impressions to calculate their revenue following ad spend, while advertisers use them to evaluate their ad's visibility and potential impact. They track CPM to judge how well ad content and design are resonating with people, to retarget advertising as needed, and to calculate an overall return on investment (ROI), also known as return on ad spend (ROAS). ## Ad Impressions vs. Ad Clicks Ad impressions represent the number of times an advertisement is displayed to users, while ad clicks signify a user’s actual interaction with the ad, such as a click or tap on a button, link, or hyperlinked image. Impressions measure reach, showing how many people could have potentially seen the ad, while clicks indicate actual engagement, showing how many people actively interacted with it. ## Ad Impressions vs. Ad Reach Ad reach counts the number of unique people who have seen an ad at least once. Impressions are a broader measure of ad visibility, but they don’t take into account that the same impressions may be served multiple times to the same people, whereas reach focuses on the number of distinct individuals exposed to the ad. Reach is not necessarily the more valuable metric, though, as multiple impressions served to the same person can lead to elevated brand recognition and actions leading to conversion. ## Impression-Level Ad Revenue Impression-level ad revenue refers to the tracking and reporting of ad revenue at the individual impression level, providing granular data on how much revenue each ad impression generates. This data helps advertisers understand which ads and placements are most effective and allows for more precise optimization of ad campaigns and a better ROAS. ## Ad Impression and Mobile Marketing Metrics Ad impressions in mobile marketing measure the number of times an advertisement is displayed to a user on a mobile device, primarily a smartphone. This metric tracks the reach and visibility of mobile ads, helping marketers understand campaign performance and assess ad visibility. Key metrics related to ad impressions include click-through rate (CTR), CPM, and conversion rate, which refers to a consumer taking a desired action. ## Key Takeaways “First and foremost, an ad impression in its simplest form is a single instance of an ad being served to a user, no matter if they engage with it or not,” reiterates Darian Shimy, CEO of FutureFund. “Of course, it is a very core metric in online advertising, especially when running awareness campaigns. While it doesn’t guarantee a click or conversion, it’s often the first step in building brand familiarity.” Tracking ad impressions can help marketers get a sense of how well their ads are performing and how much revenue they are likely to generate vs. the cost of the placements. There are different types of ad impressions, like served impressions, viewable impressions, and verified impressions, each with a different level of import. Ad impressions are distinct from clicks, which represent concrete action taken by a user. Even without clicks, though, impressions build up in the mind of potential customers, and can be an important first step in the journey down the marketing funnel. ## Frequently Asked Questions (FAQs) ### What does 1,000 ad impressions mean? 1,000 ad impressions means that a given ad has been served 1,000 times, whether it was actually seen that many times or not. 1,000 is often used as a metric that advertisers monitor to track the overall cost of their marketing campaign. This is where the term CPM, or cost per mille, comes in. ### What is an ad impression on Nextdoor? As with other sites and apps, on Nextdoor, an ad impression refers to the number of times a specific ad is displayed to a user, regardless of whether they interact with it. Nextdoor ad impressions are a basic metric indicating how many times your advertisement has been shown to potential customers. ### What are impression examples? Ad impressions can come in the form of an advertisement served at the start or end of a video, in a banner on a website, in a social media feed, at the end of a news article, in a pop-up window, and in many other forms. If the ad was served up online, that’s an impression. --- ### First-Touch Attribution: What It Is, How It Works URL: https://www.taboola.com/marketing-hub/first-touch-attribution/ Last Modified: 2025-06-30 08:10:23 Attribution, a type of marketing measurement model, is tremendously important for digital marketers, particularly in a crowded, competitive marketplace. Attribution methods assign credit to the various places a potential customer encounters your brand, whether that’s a sponsored social post, a search ad, a dedicated landing page, an email, a keyword, or other possible options. Attributing proper credit will help you understand which channels are working to bring in new customers at various points in the journey. As customer journeys become less linear, attribution plays a big role, and first-touch attribution can offer important data to marketers about how effective their campaigns are. ## What Is First-Touch Attribution? Generally, attribution in marketing gives credit for conversions to various tactics. First-touch attribution refers to the practice of measuring the channel or format — the touchpoint — where a user first encounters your brand. First-touch attribution assigns full credit for a conversion to the marketing tactic that directly led a user to convert. For example, if email newsletters are very successful in getting readers to click through to your site or download content, and you’re using first-touch attribution, you would attribute 100% of that conversion to your email program, or to the particular newsletter or series of emails that led to a conversion (however you’ve defined the conversion action). What first-touch attribution doesn’t include is any other touchpoints that particular user might have encountered. Did they get the newsletter, but also see a sponsored Google ad, or scroll past your brand’s ad on Instagram? With first-touch attribution, you wouldn’t include those in your measurements, such as in your marketing dashboard or in reporting. ## How Does First-Touch Attribution Work? First-touch attribution assumes that the first interaction is paramount to starting the customer’s journey. The reasoning is that the channel or campaign that introduced a customer to your brand plays a huge role in getting that user to take an action or engage in some way. If you can gauge the effectiveness of that first contact using first-touch attribution, you can improve the top-of-funnel awareness strategy accordingly. There are a few steps: Choose the initial interaction: What is the very first engagement with your brand? Give credit: First-touch attribution means all the credit for the conversion goes to that one activity or engagement you identified in step 1. You might use data within an existing measurement platform or add pixels or UTM codes to your owned content to do this. Analyze the data: Once you’ve gathered enough data, see which channels or tactics are performing best at bringing in prospects, then optimize your marketing plan accordingly. ## Why Is First-Touch Attribution Important? First-touch attribution still plays a role in modern digital marketing because it’s useful for understanding the early part of the customer journey. You can easily see, using first-touch attribution, which channels and messaging are most effective at bringing in new prospects and building engagement at the early stages. First-touch attribution can be useful for certain types of companies or at certain places in developing marketing strategies, including: ### New Companies When you’re just starting to build a brand and fill the top of your funnel, first-touch attribution can be really useful and help you understand where to invest marketing resources as you grow. Plus, if you’re limited in data analytics tools or budget, first-touch can give you solid data points to guide strategy and investment. ### Short Sales Cycles or Low Sales A short sales cycle means the first touch can have oversized importance to getting a user to convert and purchase. Companies with high conversions and low sales can use first-touch attribution to see where users are particularly interested in your offerings. ### Demand Generation Focus Companies focused on creating demand can see quickly which first touch is bringing in prospects to cut out unnecessary channels or tactics. ## Benefits of First-Touch Attribution First-touch attribution brings benefits even as marketing measurements and strategies have grown more sophisticated. These are the benefits to keep in mind: ### Simplicity First-touch measurement is straightforward, focusing only on when your prospect first engaged with your brand. It’s easy to gauge and easy to report and present to other teams. It’s also easy to see what’s working quickly if you know which tactics are immediately interesting to your target audience, then fine-tune or double down on those tactics. ### Importance The first time someone engages with your brand is arguably the key moment in capturing attention in a busy landscape. Today’s web users are bombarded with messages, offers, and asks for their time and attention. You can’t move users through the funnel if you don’t get them into the funnel in the first place. ## Limitations and Drawbacks of First-Touch Attribution ### Lack of Complexity A first-touch attribution model doesn’t take into account the multiple channels that prospects are using, or the potential complexity of a user journey. A B2B journey has an average of eight touchpoints, and a B2C journey six, according to HubSpot. ### Lack of Valuable Data If you only measure the first touch in your attribution model, you’re likely missing out on a lot of data that can tell a broader story about what users are looking for. It’s also digital-only, missing out on in-store visits, sales calls, or other more offline tactics. ### Overly Linear Digital customer journeys are increasingly complex, and user fatigue means that prospects are quick to click away. First-touch attribution may have been more effective in an earlier era, but its assumptions of a linear path can now leave out a lot of important data points. ## First-Touch Attribution Use Cases If you’re expanding to a new audience, marketing a new product, or simply building your business’ marketing program, first-touch attribution can be especially useful. When you’re choosing this model, consider what insights you want to capture and what goals you’re trying to reach. Think about using first-touch attribution for the following types of companies and marketing strategies: ### Establishing a New Channel Say, for example, you’re starting out with LinkedIn, whether with organic company posts, paid ads, or both. First-touch attribution can help you see if and how often LinkedIn is bringing new visitors to your brand, so you can then decide whether to continue investing in the channel (or adjust spending up or down). ### Building an Audience For a new business, or an established business expanding into a new product line or industry, first-touch attribution can show you how visitors are finding your brand or new line of business. Your assumptions may be different from reality, so capturing and examining this data can help guide your broader brand marketing strategy. ### Narrowing Down Options If you have some guesses as to which channels might perform best to start filling the top of the funnel, but not a lot of cash on hand, try a first-touch attribution model. You can use the data gathered to see which channel is most cost-effective at bringing in prospects. ## First-Touch Attribution vs. Other Attribution Models There are a variety of potential attribution models to employ beyond first-touch attribution, and you may use options in different scenarios for different reasons. Here’s an overview: ### Last-Touch Attribution The opposite of first-touch attribution, last-touch attribution gives full conversion credit to the last touchpoint before a user takes a conversion action, including a purchase or subscription. When you’re deeply focused on the middle and lower parts of the funnel, such as for performance marketing teams, last-touch attribution can offer valuable information. The downside of this option is that it doesn’t capture the influence of other touchpoints on the user’s journey toward or after conversion, cutting out nurture efforts as well as loyalty or advocacy activities. ### Multi-Touch Attribution Multi-touch attribution is perhaps the most balanced, comprehensive option for digital marketers. It’s a way to see holistically where users engaged with your brand, from first touch all the way to last, and to use that aggregated data to tailor your strategy. You can see, for example, which content works best to drive a user further into the funnel, or if there’s a common tactic that’s most commonly seen just before a purchase. You can distribute the credit as percentages to make future decisions about what to prioritize. Multi-touch attribution is, however, the hardest to implement, requiring data science expertise and high-quality data, and it’s still an emerging field. Within multi-touch attribution, there are a few variations: ### Linear Attribution This option distributes the credit for a conversion across every touchpoint in the journey. ### Time-Decay Attribution This attribution model gives more credit to those user interactions that are closer to the conversion point. ### Position-Based Attribution This type of multi-touch attribution gives credit to first and last touchpoints, then distributes the remaining credit across the interactions in the middle. ## Tools and Technologies for First-Touch Attribution As first-touch attribution is fairly straightforward and has been used for many years, there are a variety of ways to capture this data, some of which you might be using already: ###  Analytics Platforms You can use your existing analytics platforms to set up and use a first-touch attribution model. For example, Google Analytics lets you set this up in its Advertising section within the “Conversion Paths” report. You can set the time frame (up to 90 days back) and channel grouping, then explore and share the reported data. (Consider exploring other attribution models in this way, too.) ###  Performance Marketing Platforms Modern performance marketing platforms should include multiple attribution models so you can test them and choose which ones work for which goals and audiences. These platforms also offer different conversion attribution types, such as click-through and view-through, for greater granularity. First-touch attribution within performance marketing software offers a simple way to see which top-funnel channels are most effective. ### Marketing Automation Software Use marketing automation software for first-touch attribution by matching data on initial touchpoints with conversion data, to see where users first encountered your brand (perhaps taking advantage of CRM integration). Marketing automation tools usually capture customer interactions across channels with pixels and UTM codes, and can identify the first customer interaction. Set the software to assign credit for conversions to the first touches you’ve identified and then explore the resulting reports. ### CRM Systems Some CRM systems, including HubSpot, ActiveCampaign, and Demandbase, offer first-touch attribution features that you can try. The CRM’s data can show at which initial touchpoint a prospect first engaged with your brand. It’s an easy way to view data that you already have in-house, then explore it further to make optimizations. ## How First-Touch Attribution Contributes to Marketing ROI ### Overall ROI Use the data you gather from first-touch attribution to connect touchpoints to conversions and prove or disprove their impact on overall marketing ROI. If a channel is performing well for first-touch attribution, you can tie revenue directly to that particular channel. ### Budget Allocation Since first-touch attribution tracks and connects customer actions with your campaigns and tactics, you can easily see what’s successfully driving the first touch, then invest more in those areas, or stop investing in the areas that aren’t performing. ## When and Where to Use First-Touch Marketing Attribution It’s likely you’ll use a variety of attribution models to grow the business. Use first-touch marketing attribution to understand which of your top-of-funnel marketing tactics is succeeding. So, you could apply first-touch attribution to understand if more users are finding your brand through organic search keywords, sponsored social posts, or a sponsored search term. If you’re unsure which of these is working best, put first-touch attribution into place to gather the data on performance and engagement by channel. ## First-Touch Attribution in a Privacy-Centric World Regulations like GDPR, CCPA, and others bring challenges for marketers. There’s a lot of adapting necessary to safely and securely capture marketing data while following the laws and respecting user privacy. These regulations can limit what data you collect: For example, you should use aggregated data analysis and statistical modeling to understand how first-touch attribution is working, rather than gathering specific user data, which now requires consent. ## Key Takeaways First-touch attribution credits the first digital action, and no others, when measuring marketing effectiveness. It’s useful to understand how users are interacting with your brand and getting into the funnel, but also brings limitations in gauging the full picture of how digital tactics are working. Choose first-touch attribution to spur demand generation efforts, build the top of the funnel, or alongside other attribution models to optimize your brand-building efforts. ## Frequently Asked Questions (FAQs) ### When is first-touch attribution most effective? First-touch attribution is very effective when you’re trying to understand how users are finding your business and when you’re looking to build awareness. With first-touch attribution data, you can tailor top-of-funnel activities and decide how much budget to put into them. You might use first-touch attribution more heavily when you’re expanding your audience, building a new business, or trying to fill the top of the funnel for better eventual results down-funnel. ### How does first-touch attribution compare to last-click attribution? These two approaches to marketing attribution are nearly opposites, and which you use will depend on your business and overall approach to capturing user journey information. First-touch attribution looks at the initial way a user engaged with your business, while last-click or last-touch attribution looks at the final way a user engaged with your business before converting. You may use both of these approaches in tandem or employ them separately, depending on your business’ goals. ### Can first-touch attribution be used with multi-touch attribution? Yes, these approaches can be used in a hybrid way to understand the breakdown of where and how users are finding and engaging with your brand. Multi-touch attribution can encompass first-touch attribution, but depending on the maturity of your multi-touch attribution efforts, you might use both together as you’re building out analytics capabilities. ### What data is needed to accurately track first-touch attribution? If you’ve decided to employ first-touch attribution in your marketing efforts, you’ll want to set it up correctly. This measurement model requires solid implementation and data points that capture whatever you’ve decided is the first touch or initial interaction. This might include data on website visits, social media engagement, CRM system data, email open rates and click-throughs, and more. With cookies becoming less used, you’ll probably use UTM codes and/or website pixels for associated tracking. ### Is first-touch attribution suitable for all businesses? First-touch attribution has a variety of applications. It might not be ideal for every business, but many businesses will use first-touch attribution occasionally or for a particular metrics area. Some industries may use it more than others, such as those with quick sales cycles, those that depend highly on generating an outsized amount of demand, or businesses like e-commerce with short sales cycles. --- ### First-Party Data: Benefits, Challenges and Best Uses URL: https://www.taboola.com/marketing-hub/first-party-data/ Last Modified: 2025-07-24 10:45:31 In the past few years, first-party data has become popular with companies across industries, largely due to the push to end third-party cookies. While cookies are still an option, regulations like GDPR (General Data Protection Regulation) have caused massive changes in the way customer data is gathered and used. First-party data has opened the door to new ways of capturing and incorporating customer information for more sophisticated shopper-business relationships. ## What Is First-Party Data? First-party data is a company’s owned data, collected firsthand from users, prospects, and customers. First-party data includes: - Demographics, like name, age, contact info, marital status, location, and employment. - Browsing information, such as interactions on other apps and websites. - Purchasing history, such as how often someone buys, what they buy, how long they’ve been a customer, which offers they’ve responded to, and more. - Company data, like industry, revenue, employees, and more. Businesses collect first-party data from a variety of direct interaction sources, including customer orders, subscriptions, surveys, social media interactions, and website visits. ## Why Is First-Party Data Important in Digital Marketing? As digital marketers have shifted away from cookies and third-party data, the importance of first-party data to digital marketing has grown. First-party data is very valuable: It’s accurate, up-to-date, and reliable. Capturing and using first-party data opens up new tactics and strategies for marketers to understand and reach their audiences. You can more accurately retarget and nurture audiences when you have accurate, specific data about them that you’ve gathered yourself. You may also make adjustments to products, services, or processes if you’re seeing themes or trends based on first-party data. ## Benefits of First-Party Data Once you’ve gathered first-party data, you should put it to good use. This rich data, when analyzed and incorporated into your marketing processes, can offer lots of benefits. ### Better ROI First-party data drives better return on investment (ROI) than third-party data, due to its accuracy, and can cut out wasted efforts on the wrong audiences. First-party data means you can target your ads much more effectively, leading to higher conversion rates and ROI. ### Improved Profiles and Segmentation With recent, accurate first-party data, you can build better customer profiles and data-driven segmentation, then use those to predict and guide purchases. First-party data-based segmentation takes into account interests, budget, and more, so you can identify your most valuable, loyal customers. You might see that a certain type of customer, based on profiles, tends to spend more in a particular category, so you can suggest products in those categories to new, similar customers. ### Personalization Opportunities Creating personalized experiences for users and customers is now essential. With first-party data, you can personalize web, text, and email content for users based on what they’ve told you, not just guesswork. You may incorporate first-party data on previous purchases to personalize cross-selling recommendations, create buyers’ guides or brand emails based on categories of shoppers, or build several versions of your website to share with audience segments, based on their interests. ### Better Service, Happier Customers Personalization using first-party data can make a customer feel special and make their buying experience faster and easier. It can also help improve chat and other customer support experiences. Plus, you can use first-party data to place fulfillment centers closer to where customers are, so they get their orders quicker. ## Challenges: What to Watch Out for With First- and Third-Party Data ### Accurate, Consolidated Data Collection The setup involved in first-party data collection can be onerous. You want to gather high-quality data and make sure you’re capturing it consistently, with a repository to store it all so you can remove siloes, perform analytics, and put all that information to good use. Some of the mechanisms to collect data include signup forms or other lead generation efforts, pixel installation on some or all of your web pages (ensuring they don’t slow download speed), and setting up analytics tools. With third-party data, the data can get quickly out of date and can easily be less accurate than first-party, particularly for B2B uses. ### Robust Usage Don’t put the time into gathering first-party data if you won’t be able to use it in your marketing strategy. It’s enough of an investment — time spent collecting and analyzing it, building reports, and incorporating it into your tactics — that you should plan how to use it, then refine that plan based on initial results. Gathering third-party data brings particular challenges, such as the cost and the lack of uniqueness, as others can buy those same lists. You also likely won’t get the specifics with third-party data that you do with first-party. ### Trust and Test However you use both first- and third-party data, customer trust is paramount. This is necessary to comply with regulations like GDPR, HIPAA, and CCPA, but customers won’t continue shopping or buying from brands they don’t trust. Consider at all times how you’re connecting with customers and how you’re building loyalty. Keep testing different creative and find out which ways they prefer to hear from you. ## How Is First-Party Data Collected? First-party data collection spans many sources and may require some tech setup, plus the ability and company buy-in to gather and centralize all this data for marketing use. Companies committed to data collection and usage may invest in a customer data platform (CDP) as the central repository. Methods to collect first-party data include: - Web, mobile app, and product behaviors and actions. - Social media interactions. - Survey response data. - Subscriptions. - Direct customer feedback, including chat conversations. - Browsing and purchasing history. - Email click-throughs. - Point-of-sales (POS) systems. ## How Do I Integrate First-Party Data With My Marketing Platforms? This step can involve a lot of effort across teams, but the end result brings rewards. Choosing a CDP might be the first task, where you can then pull in all your first-party data sources, including a CRM. The CDP lets you see all the data together, offering a single customer view, which you can then incorporate into your marketing platform, or platforms, to personalize campaigns and generally better target your prospects. The steps to integrating first-party data into your marketing platform may look like this: - Implement the CDP. - Choose data sources. - Decide which data points to collect. - Create audiences or segments. - Create personalized content for each segment, including offers. - Evaluate results, make tweaks, and continue testing. ## How Do Brands Use First-Party Data to Improve Targeting and Personalization? As the first-party data trend continues to mature, brands are experimenting with different ways to connect with customers. Some ways to use this data to improve targeting and personalization include: ### Expand Or Invest More in Different Channels When you can see which of your users clicked on an email versus spent time on your website, you can explore using the better channel more often or for certain segments of your users. First-party social media metrics can show how users are interacting with your accounts and which are more worth the time. ### Take Time Zones Into Account If most of your users, or a particular segment of users, are in the same time zone, then it makes sense to send messages or reminders to them at the right time — 9 a.m. versus 2 a.m., for example. ### Build Loyalty One report found that 56% of consumers are more likely to make a subsequent purchase after a personalized shopping experience. Using first-party data like purchase history can then turn into targeted, personalized messages to customers, or campaigns to win back churned or dormant customers. Incorporating data like birthdays or other special events can also personalize offers. This all adds up to strengthened brand recognition and long-term loyalty. ## First-Party Data Best Practices for Transparent Data Collection and User Consent The emerging area of first-party data collection has some essential guidelines and best practices to follow. ### Follow the Law The first rule of first-party data collection should always be compliance with regulators. GDPR (the General Data Protection Regulation enacted by the EU) and CCPA (the California Consumer Privacy Act) both lay out strong guidelines as to how companies can collect and use data. These include, among other rules, that consumers can ask to have data deleted, that only necessary data should be gathered, and that data should be gathered securely. Get to know both of these regulations before you dive deep into collecting data. ### Communicate With Your Audience Clear communication goes hand-in-hand in complying with these regulations. Transparency with your prospects and customers can go a long way: If you’re asking them to provide data, tell them why, and let them know how it will benefit them in the short or long term. You’ll build trust and avoid issues down the road, like drastic unsubscribe rates. ### Consider Tools and Frameworks to Help It’s really important to comply with regulations, or you risk heavy fines and other consequences. You may consider an audit of the data you already have for legality (plus, clean data will be much more useful for your marketing strategy). Data quality software can help ensure you’re collecting data lawfully and accurately. In addition, if data governance isn’t already a function of your organization, it should be. A data governance framework offers a way to organize your data, manage its use, and make sure everyone internally understands the overall strategy. ## Understanding AI and First-Party Data Using the powerhouse trend that is AI alongside first-party data can help you save a ton of marketing time and resources in creating more robust and personalized customer experiences. Data analysis, depending on the number of sources and individual data points, can be incredibly time-consuming for teams of humans. At the beginning of the data-gathering stage, AI can automate away much of the manual work of cleaning and integrating data. With accurate first-party data, you can employ AI tools to analyze those reams of data, then ask the AI algorithm to find patterns indicating trends or takeaways and build customer segments accordingly, all in a much faster time window. AI can also personalize content and recommendations. If you’re already using AI chatbots, that data, aligned to a customer profile, can be fed into your centralized tool as well. See if you can apply AI to detect security threats, too, and generally ensure regulatory compliance. ## Key Takeaways First-party data collection is still a new trend, but organizations are quickly figuring out how to put it to good use to engage prospects and customers. First-party data is accurate, reliable, and up to date, so businesses can create better customer experiences, more targeted ads, and generally save a lot of guesswork in reaching prospects. ## Frequently Asked Questions (FAQs) ### What metrics should I track when using first-party data? When you start gathering first-party data, consider why you’re doing it, what you’ll use it for, and what result you want from it. While you can incorporate many typical marketing metrics in tracking first-party data, such as increases in conversions or spending per customer, you can also consider evaluating RFM — recency, frequency, monetary — to measure customer value and engagement over a set period of time. ### How is the shift to first-party data affecting digital advertising? First-party data is accurate and reliable, and collecting it doesn’t directly use marketing budget, unlike other types of data. With rich first-party data, digital advertisers can understand exactly what a particular user, and groups of users, will respond to. That information leads to much better ad targeting, plus a better use of channels and improved personalization across all tactics. ### How do I future-proof my data strategy with first-party data? When you’re gathering data about your customers directly from your customers, it’s a lot easier to plan your business and marketing strategies, then adjust as needed as you go. Look for this offering in your vendors and partners, too: Platforms that capture and employ first-party data are already a lot more sophisticated, and allow you to take advantage of real trends and firsthand user experiences. --- ### Cost per Sale (CPS): Definition, Calculation, Advantages URL: https://www.taboola.com/marketing-hub/cost-per-sale/ Last Modified: 2025-05-20 10:26:07 In the competitive world of digital marketing, understanding how to measure and optimize your advertising efforts accurately is vital. One of the key metrics that marketers and businesses use is cost per sale (CPS). This metric focuses on the cost associated with generating a sale through various advertising channels. By effectively analyzing CPS, businesses can make informed decisions that enhance their marketing strategies, leading to increased profitability. In this article, I will explore what CPS is, its importance, how to calculate it, its advantages and limitations, and strategies for optimizing it. ## What Is Cost Per Sale (CPS)? Cost per sale (CPS) is a performance marketing metric that measures the total cost incurred by a business to generate a single sale. This includes all advertising expenses, from media buys to creative production costs, and is particularly relevant in commission-based marketing strategies. CPS is a valuable metric for businesses that want to track the effectiveness of their marketing campaigns and ensure they are achieving a favorable return on investment (ROI). To calculate CPS, divide the total advertising costs by the total number of sales generated during a specific time period. This straightforward formula enables businesses to determine the cost of securing each sale, which is crucial for budgeting and strategic planning. ## Why Is CPS Important to Measure? Understanding CPS is critical for your business for several reasons: - Budget efficiency: Knowing your CPS helps eliminate guesswork in budgeting. It provides a clear view of how much it costs to acquire each customer, allowing for optimized budget allocations across different marketing channels. - Sales performance insights: CPS is directly tied to sales performance. By monitoring this metric, businesses can identify which marketing strategies are effective and which require adjustments. - Resource allocation: CPS helps businesses allocate resources efficiently across channels. If one channel has a lower CPS compared to others, that channel can be prioritized to maximize sales. - ROI evaluation: CPS is closely related to ROI. By tracking CPS, businesses can determine whether their marketing efforts are yielding the desired returns on their investment, or if adjustments are necessary to improve profitability. ## How to Calculate CPS Calculating CPS is easy. Here’s the equation you can apply: Cost per sale = total marketing and sales expenses ÷ number of sales For instance, if a business invests $5,000 in advertising over a month and achieves 100 sales, the company spent $50 to secure each sale that month. Frequently calculating and monitoring CPS enables companies to observe variations and modify their marketing tactics as needed. ## Advantages of Using CPS as a Metric ### Simplicity The calculation is straightforward, allowing marketing teams to incorporate it into their strategic planning processes easily. This clarity enables them to leverage the information effectively, enhancing their ability to make informed decisions and craft impactful campaigns. ### Direct Correlation to Sales Unlike metrics that focus solely on visibility or engagement, CPS ties marketing spend to revenue generation directly, making it more relevant for sales-driven businesses. ### Easy Comparisons CPS enables easy comparison between different marketing channels or campaigns, allowing businesses to identify which strategies are most cost-effective. ### Enhanced Decision-Making With clear CPS data, businesses can make informed decisions regarding budget allocation, resource management, and campaign adjustments. ## Limitations of CPS ### Neglect of Other Metrics Focusing solely on CPS can lead to neglecting other important performance metrics, such as customer lifetime value (CLV) or overall campaign engagement, which can provide a more comprehensive view of marketing performance. ### Variability CPS can fluctuate due to seasonality, economic conditions, or changes in consumer behavior, making it necessary to analyze this metric over time to identify trends, rather than relying on short-term data. ### Does Not Account for Quality A low CPS doesn’t always mean a campaign is successful. If the sales originate from low-quality leads or customers who lack ongoing engagement with the brand, the benefits may be short-lived. While immediate sales figures may appear promising, they may not necessarily lead to lasting brand loyalty or long-term success. Again, CPS should be used in conjunction with other metrics for the best results. ## What Factors Can Impact CPS? ### Ad Quality Well-designed ads that resonate with the target audience tend to have better conversion rates, thereby lowering CPS. ### Targeting Accuracy Effective targeting ensures that the ads reach the right audience, increasing the likelihood of conversion and reducing CPS. AI-powered tools that target potential customers by intent, rather than identity, are incredibly helpful for this. ### Market Demand Changes in consumer demand or preferences can significantly affect sales volume, which in turn influences the CPS. A surge in demand due to emerging trends can lower CPS, while a decline in consumer interest can raise it. Businesses must stay aware of these shifts in order to adjust their marketing strategies and product offerings effectively. ### Competitive Landscape Intense competition within the market can drive up advertising expenses significantly, resulting in a higher CPS. As businesses strive to outshine their rivals and capture consumer attention, the financial stakes of marketing campaigns rise, ultimately affecting overall profitability. ### Seasonality Certain products may see increased sales during specific times of the year, like holidays, which can lower CPS during those periods. ## How Can You Reduce Your Cost Per Sale? Reducing CPS is essential for maximizing ROI, and businesses can adopt several strategies to achieve this, such as: ### Optimizing Ad Targeting Use data analytics and, ideally, AI-powered targeting to better tailor your advertising efforts and reach the right audience in the right places. This allows you to create personalized advertising strategies that connect and engage with potential customers, leading to higher conversion rates and increased loyalty. ### Enhancing Ad Quality Focus on high-quality creatives that provide value to potential customers, as better ads typically lead to higher conversion rates. ### Improving Landing Pages Ensure that landing pages are optimized for conversions. A seamless user experience can significantly increase sales while reducing CPS. ### Implementing A/B Testing Regularly experiment with a variety of ad creatives, enticing headlines, and compelling calls to action to discover the most powerful combinations that engage your audience effectively and drive sales. Take advantage of AI A/B testing tools, as these will help you to optimize in real time. ### Leverage Retargeting Incorporate retargeting campaigns to reach users who have previously interacted with your brand but did not convert, thereby lowering your CPS by targeting warmer leads. ## Key Takeaways CPS is a critical metric for measuring the effectiveness of advertising campaigns in driving sales. Understanding and calculating CPS can help businesses make informed decisions about budget allocation and marketing strategies. While CPS has several advantages, it’s essential to consider its limitations and the factors that impact it. By optimizing targeting and ad quality, and using effective marketing strategies, businesses can reduce CPS and maximize their advertising return on investment. ## Frequently Asked Questions (FAQs) ### CPS vs. CPC: What’s the difference? CPS (cost per sale) measures the cost to generate a sale, while CPC (cost per click) measures how much is spent on each click on an ad, regardless of whether it leads to a sale. ### CPS vs. CPL: What’s the difference? CPS focuses on the cost it takes to generate a sale, while CPL (cost per lead) measures the expense incurred to capture a lead or potential customer, which may not always convert to a sale. ### What is a good cost-to-sale ratio? A good CPS ratio varies by industry, but a lower CPS, generally below 30% of the average sale price, is considered favorable as it indicates better profitability. --- ### Churn Rate: Definition, Calculation, Strategies URL: https://www.taboola.com/marketing-hub/churn-rate/ Last Modified: 2026-06-22 08:34:01 Is your business a revolving door of customers, with people breezing in and out, never to be seen again? Or maybe you’re convinced your customer retention is high, with most consumers becoming brand loyalists after only one purchase? Thanks to modern tech tools, businesses can track exactly how fast consumers are coming and going. Churn rate is a metric that lets you monitor customer turnover so that you can identify ways to improve it. But how do you measure churn rate, and what can you do to reduce it? ## What Is Churn Rate? Also called customer attrition rate, churn rate is the percentage of customers who stop using your product during a specified timeframe. For example, if you begin a month with 1,000 customers and, at the end of the month, you have 950, you’ve lost 50 customers. In an era where performance marketing dominates, understanding churn is key to creating campaigns that match your most loyal customer base. “You should try to limit both employee turnover and customer turnover, but you have to realize you can't eliminate churn completely,” says Columbia College Chicago Professor Laurence Minsky. “Some will go away. It then comes down to determining why you're losing your employees or your customers.” ## Examples of Churn Rate Churn rate affects businesses across all industry types. Below are some examples of industry-specific churn. - Subscription-based SaaS (software as a service) business: You sell a project management tool that starts Q2 with 3,000 active users. At the end of the quarter, you realize you’ve lost 150 customers. That would give you a 5% churn rate. - Auto-ship retail business: You have 100,000 customers who have signed up to have one or more of your products automatically shipped each month. At the end of last month, 10,000 canceled, giving you a 10% churn rate. - Subscription retail box: With 8,000 customers, if 400 customers unsubscribe, you’re left with a 5% churn rate for that timeframe. ## Why Is It Important for Marketers To Understand Churn Rate? ### It Reflects Customer Satisfaction High churn is often a sign that something’s off with the customer experience (more on that below). It could simply be that your marketing is attracting the wrong consumers. While click-through rates and impressions tell you how your ads are doing, churn rate tells you the long-term value of your products. ### It Reduces Ad Spend Advertising is expensive. For each customer you retain, that’s one less customer you’ll have to pay to bring in. Some performance advertising platforms build in artificial intelligence to deliver ads in real time based on current customer activities, known as behavioral signals. By targeting the customers most likely to engaged with your brand, you can improve retention. ### It Helps You Build Smarter Funnels If your ad campaigns work to build awareness, you could be missing something important. Solutions that focus on conversions are more likely to win over consumers who are already interested in what you’re offering, making them more likely to stick around. ## How To Calculate Churn Rate Churn rate is simply a percentage of customers who walked away during a specific timeframe. It’s calculated using this equation: Churn Rate = (Number of Customers Lost ÷ Customers at Start of Period) x 100 ## Strategies To Reduce Churn Rate ### Personalize Onboarding and Engagement Often, churn is simply a byproduct of customers not fully understanding your product’s value. Tools like automated email sequences, behavior-triggered walkthroughs, and video tutorials can help new customers as they familiarize themselves with your product’s features. ### Build Retention Campaigns Too often, businesses focus heavily on bringing in new customers, but those same ad creatives can be used to target your existing customers. Tools that allow for easy social asset imports and customization across channels can help power those efforts. ### Leverage Predictive Targeting for Win-Back Campaigns Certain activities are clear signs a customer is on the way out. Declining usage and dropped cart activity can be hints you’re about to see a customer leave. Today’s AI-powered tools build in predictive targeting that can identify these customers so that you can win them back. ## How to Track Churn Rate ### Track Behaviors Across Channels The right tools can follow user behavior across devices, channels, and sessions. Put those tools in place and monitor results, paying particular attention to usage drop-off, declining session time, and low engagement. Platforms with built-in event tracking can combine that information with predictive analytics to detect churn risks in advance. ### Segment Your Churn Data Not all customers leave for the same reason. For best results, segment your churn data by: - Acquisition source. - Time since onboarding. - Product tier or plan. - Customer support interactions. ### Build Behavioral-Based Campaign Loops Your automations can specifically target churn signals. If a customer doesn’t log in for seven days, for instance, this could trigger an email with a special offer or some helpful tips. AI-assisted campaign builders can help you test those triggers to make sure they’re being delivered at precisely the right time. ## Key Takeaways Churn rate is a metric that identifies how many customers you’re losing during a specific timeframe. To calculate it, you’ll divide the number of customers you lost by the customers you had at the start of the calculator period, and multiply that number by 100. Performance-focused marketing, AI-powered analytics, and predictive targeting can help keep customers coming back for more. ## Frequently Asked Questions (FAQs) ### What is a good churn rate? Churn rates can vary by industry. Wholesale businesses have a significantly higher churn rate than energy/utility companies. If you specialize in computer software, the industry median churn rate is 11%, while logistics businesses see median churn rates of 40%. “While it’s true that a very general rule of thumb would be to keep churn rate below 5%, in my 12+ years of digital marketing experience, I’ve only seen this type of percentage become true for highly niche B2B industries with long-term commitment contracts,” says Belinda Conde, senior vice president of marketing at Datos. “At the end of the day, brands should really assess their own benchmarks according to their industry and aim for a steady 1-2% decrease in churn rate quarter-over-quarter or even year-over-year against their own metrics, as long as it’s feasible.” ### What does 5 churn mean? Five churn means a company has lost 5% of its customers during a given timeframe. That means for every 100 customers, five have left. “Generically, to me, 5 churn indicates the brand has a very low churn rate,” Minsky says. “But in reality, what makes a low churn rate depends on the category. And are we talking monthly churn or yearly churn? Five churn per month can add up to be quite substantial.” ### What is a churn rate in business terms? In business terms, churn is one of the key performance indicators that help a business understand its own retention rates. A high churn rate may indicate poor customer targeting, a disappointing customer interface, bad customer service, or ineffective marketing. “If customers are ‘the lifeblood of the business,’ churn is how much blood you're losing,” says Scott Robertson, founder at Robertson Communications. “Just like in human bodies, you can only lose so much before the patient dies.” --- ### Churn: What It Is? What Can Brands Do About It? URL: https://www.taboola.com/marketing-hub/churn/ Last Modified: 2026-06-22 08:33:53 In e-commerce, customer churn — often also called customer attrition — is usually thought of as customer loss, but it does also factor in new customers gained. If you’re attracting more customers than you’re losing, then you can relax. If, on the other hand, you are losing customers at such a rate that your sales and overall profits are dropping, then customer churn is a real issue that you need to address. Thankfully, with the right data, you can quantify churn and begin to identify ways to lessen the problem. Here’s what you should know about customer churn and what you can do about it. ## What Is Customer Churn? “Churn represents the percentage of customers or subscribers who stop using your service over a given period,” says Geoffrey Toffetti, CEO of Frontline Performance Group. “It means clients that opt not to renew, or continue making regular purchases. Churn is a key indicator of customer satisfaction and business health: If a company has a high churn rate, it means they’re constantly replacing lost revenue rather than growing it.” Just replacing customers is not enough, and in fact, it can be easy to be misled by the data here. If you pick up, say, 100 new customers in a given month, that might seem like a great win for your business. But what if you also lost 101 customers? Or even just 90 customers who used to be quite loyal? You want to consistently acquire many more customers than you lose, and you want them to be regular customers, too, not just one-and-done buyers. ## Why Do Customers Churn? Customer churn can occur for different reasons, and some of them are beyond what even the savviest e-commerce sales and marketing teams can control. This is especially true during times of economic uncertainty — or outright recession — but taken on the whole, much customer attrition can be understood, even predicted, and can ideally be prevented. Here are a few of the most common causes of customer churn: ### A Poor Site or App Experience If a company's website or app is not well optimized for easy navigation, then customers will grow tired of the user experience, and are likely to seek out alternatives. You need to ensure that the customer experience is a pleasant and easy one, or even an inventory of great products or top-notch services will fail to keep people coming back. ### A Complex Checkout Process One of the most common points of bounce during the sales process is at the checkout itself. You can count on an elevated rate of cart abandonment — and eventually complete abandonment by customers — if there is an onerous and involved process of making purchases. You need to remove requirements for a sign-up, offer guest checkout options, accept multiple forms of payment, and overall make the process of converting from browsing to buying as easy as possible, or you can count on increased customer attrition. ### Inferior or Degraded Inventory or Services and Elevated Prices If the products or services you’re offering are simply not as good as those offered by competitors, you can count on customers leaving your business for those competitors as soon as they catch on. Even more to the point, if the quality of your products goes down over time, or if your prices go up compared to the competition, you will lose people and will struggle to gain new customers. ## What Does Churn Mean for Businesses? To put it simply, a high rate of customer churn likely translates into lost revenue. Over time, it can be a slow-moving but catastrophic problem. ### Churn Means a Loss of Steady Revenue “Churn is a huge challenge because it means losing paying customers, and when you lose customers, you have to work harder to replace them,” says Umair Hussain, a digital marketing manager for Cloudways. “For instance, if a customer stops using your service, not only are you losing revenue, but you're also losing the lifetime value they could have brought. It's like a leaky bucket — no matter how much you try to fill it, if it keeps leaking, growth becomes much harder.” ### Churn Can Damage Brand Reputation “If a company is losing subscribers or clients, then they are losing a steady stream of revenue, but the damage goes deeper,” says Tofetti. “For starters, lost revenue compounds quickly: Acquiring new customers costs more than retaining existing ones, and every departure erodes profitability. The damage extends beyond finances, too — unhappy customers may share negative experiences, tarnishing a brand’s reputation and making future acquisition harder. Worst of all, high churn traps teams in a reactive cycle, wasting resources on replacing defectors instead of optimizing growth or scaling efficiently.” ### Customer Churn Can Indicate Systemic Problems “Churn means people are leaving and often it’s because something in their online experience wasn’t working,” says Belinda Conde, SVP of marketing at Datos. Be it poor site or app functionality, an inferior selection of products or services, or a bad checkout experience, churn shows there are problems with your website, but at least these can usually be fixed if you can identify them. ## How is Churn Measured? Will Bachman, managing partner at Umbrex, has devoted a significant portion of his professional life to studying customer churn, including looking at how it can be measured. “The goal of Umbrex’s churn rate analysis is to measure the rate at which customers or revenue are being lost over a specific period of time,” he says. “This analysis helps SaaS (software as a service) companies understand customer retention, identify potential issues with customer satisfaction, and assess the financial impact of lost customers or revenue.” Drilling down deeper into these numbers is essential. “Both customer churn (the number of customers lost) and revenue churn (revenue lost due to cancellations, downgrades, or churned customers) are critical metrics for a SaaS company’s growth and sustainability,” he says. The data required to study churn includes the number of customers at the start of a given period, the number of customers lost during said period, the total revenue at the start of the period, and the total revenue lost due to churned customers or downgrades during the period, Bachman says. With that data collected, you can use a formula to calculate customer churn rate. That formula is: Customer Churn Rate (%) = (Number of Customers Lost During the Period ÷ Number of Customers at the Start of the Period) x 100 “For example,” Bachman says, “If you started the month with 1,000 customers and lost 50, the churn rate would be: (50 / 1,000) x 100 = 5%.” ## Customer Churn Metrics Knowing your churn rate is important, but the data can provide additional insights. You need to dig deeper and consider the following aspects of a customer’s overall value: ### Customer Acquisition Cost Customer acquisition cost (or CAC) refers to the amount of money you need to spend to acquire a customer who goes all the way through the marketing funnel, from awareness to interest to conversion to, ideally, loyalty. For every customer lost, that money is sunk. ### Customer Lifetime Value Don’t think in terms of single sales, but rather in terms of repeat business. Work to calculate the lifetime (or at least long-term) value of a customer, and then consider the real-term losses you face from each customer who leaves your site for good. ### Types of Churn Customer attrition happens for many reasons, including a poor shopping experience, economic downturns, social trends, and also involuntary churn, such as when a method of payment fails and a customer chooses not to re-up their patronage. ## How to Reduce Churn By now, we have sufficiently established that customer churn is a bad thing, despite it being a fact of life, and no matter how well you run a business. That said, the more you can reduce churn, the better, and it’s worth it to spend some money in the short term to curtail the attrition over time. ### Focus On Authentic Customer Relationships “To reduce churn, businesses need to focus less on gimmicky win-back campaigns and more on proactive relationship building,” says Mark Ainsworth, director at Maxweb Solutions. “That means clearer communication, an emphasis on personalized experiences, and also ensuring your value proposition doesn’t just shine during a sale. Loyalty isn't a given — there's too much saturation now across the board in e-commerce markets for that. It's earned through consistency, trust, and relevance.” ### Create a Pleasing User Experience “Creating a real sense of community around your products and services can be a great way to keep customers coming back, especially for online and e-commerce businesses,” says Shuai Guan, CEO of Thunderbit. “Customers are much less likely to break up with a brand if they have a strong emotional connection to it and feel like they’re part of a larger group of users. To build this community, you might need to make interesting content, hold events or forums, and encourage people to talk to each other. Customers will be loyal to your business for a long time if you make them feel like they are important and part of something bigger than just a transaction. Customers who are invested in the overall experience and identity your brand represents are more likely to stick with you even if their needs or tastes change over time.” ### Offer Great Products and Services at Competitive Prices It might seem obvious to state this, but without products and services that people genuinely want and need, you really don't stand a chance of retaining customers in the long term. Make sure your inventory is always stocked and ready to ship, and that the products you offer are of genuine quality. The same goes for paid services: They must be of true value and quality if you are going to retain a customer base. ### Incentive Loyalty Loyalty programs, as long as they are optional (for example, a subscription is not required for purchases) can be great ways to retain customers, especially when you offer deals, discounts, special promotions, and other incentives to people who maintain long-term loyalty to the brand. Offering bonuses like points or credits that accrue can greatly increase customer loyalty. Also, ironically, making it very easy to quit your brand is a great way to maintain loyalty: If you make it simple to cancel a service, a customer will be left with a good impression. When they are approached later on with a text or email from your brand offering them a great incentive to return, they are much more likely to do so, and they might even be more loyal upon return than they were the first time around. For some numbers on that front, Traci Crites, CMO at Heavy Equipment Appraisal, offers data from her own company. “The implementation of reward systems for consumers who continue buying and using products generates significant decline prevention,” she says. “Loyalty programs motivate customers to return and we have observed that businesses boost their customer lifetime value by 20.3% through little loyalty-based rewards.” ## Key Takeaways “Customer churn is an unavoidable stat in any business,” says Kirsten Hopstaken, owner of GYBO Marketing. “Clients come and go, it’s the nature of business. However, we also realize that customer churn needs to be as low as possible for a healthy brand.” Keeping churn — a.k.a. customer attrition — low is critical because it costs more to acquire a new customer than it does to retain a current customer. Also, the loss of a customer isn’t just about missing one sale, it means the loss of potential long-term revenue, often referred to as customer lifetime value. To reduce churn, brands need to ensure a smooth and enjoyable site or app navigation process and that making a purchase is as easy as possible. Loyalty programs, regular and curated communication, and great products and services at competitive pricing can all reduce customer churn. To monitor churn, dig deep into the numbers. “Data is your best friend here,” says Ainsworth. “Track behavior patterns and listen to feedback, then act on it.“ ## Frequently Asked Questions (FAQs) ### What is churn in startups? As with any company, churn refers to the rate at which customers stop regularly buying a product (or products) or stop subscribing to a service. It's a crucial metric for startups to track, as it indicates how well they are retaining new customers and developing their revenue streams. A high churn rate suggests potential issues with the products or services, with one or more aspects of the customer experience, with marketing efforts, or with brand reputation. ### What is churn in SaaS? SaaS refers to software as a service, or accessing software applications like a subscription service over the internet, instead of buying and installing it on your own computer. Examples include Dropbox, Zendesk, QuickBooks, and more. In the SaaS context, churn refers to the rate at which customers stop using a software service or product. It's a critical metric for subscription-based businesses that indicates the percentage of customers lost over a specific period. ### How do you track customer churn? To track customer churn, you have to calculate the churn rate, which is the percentage of customers who stop buying your products or paying for your services during a specific period. This involves identifying the amount of lost customers and dividing that figure by the total number of customers at the start of the period, then multiplying that by 100 to get a percentage. You can also analyze revenue churn by dividing revenue lost to churn by the total revenue at the start of the period. --- ### Cost per click (CPC): What Marketing Need to Know URL: https://www.taboola.com/marketing-hub/cost-per-click/ Last Modified: 2025-05-27 08:39:04 As you delve deeper into your business’ online advertising, one term that will repeatedly surface is cost per click, or CPC. While it may seem complex initially, grasping the concept of CPC is important for effectively managing your marketing budget and attracting future customers. Let’s unravel the intricacies of CPC and its pivotal role in business growth. ## What Is Cost per Click (CPC)? Simply put, cost per click (CPC) refers to the amount you pay each time someone clicks your ad online. This is a common method used in search engine marketing, such as Google Ads, and social media platforms. When you bid on keywords that relate to your products or services, you’re essentially entering a little auction. If someone clicks your ad, you pay the amount that you bid. Think of it as a way to buy traffic to your website — all you need is a good strategy. ## Why Is CPC Important? CPC can help you manage your budget, measure ad performance, drive traffic to your website, and offer you ad cost controls. ### Budget Management Knowing your CPC helps you manage your advertising budget more effectively. By understanding how much you’re spending per click, you can optimize your ad spend and get more bang for your buck. ### Performance Measurement Keeping an eye on CPC lets you see how well your ads are doing. If you notice your CPC is higher than expected, it might mean your keywords are super competitive, and it’s time to reassess your strategy. ### Driving Targeted Traffic One of the best aspects of CPC is that it's not just about clicks, it's about attracting more targeted traffic. Since users clicking on your ad are actively looking for what you offer, there’s a better chance they’ll turn into customers. This targeted approach can give you confidence in the effectiveness of your advertising strategy. ### Flexibility and Control CPC gives you a powerful tool to control your costs. You can adjust your bids based on how well your ads are performing, allowing for more flexibility in how much you want to spend. This control enables you to make informed strategic decisions that can significantly impact your advertising efficiency. ## How Is Cost per Click Calculated? Calculating your CPC is pretty straightforward. Here’s the formula you need: CPC = Total Cost of Campaign ÷ Total Clicks For instance, if you spent $200 on a campaign and received 100 clicks, your CPC would be $2. This easy equation helps you understand just how much you’re paying for that traffic. ## What Is the Average Cost per Click in Google Ads? The average CPC can vary based on several factors, including your industry and the competition for specific keywords. For search ads, CPCs generally range from $1 to $2, while display ads typically cost less than $1. However, in competitive fields like finance or law, CPCs can exceed $50. Knowing what to expect in your industry can help you better plan your budget. ## How to Reduce CPC ### Optimize Keywords Consider using long-tail keywords, which are more specific and usually have less competition. While they might bring in fewer clicks, they can attract more qualified leads, ultimately saving you money. ### Improve Quality Score Google assigns a Quality Score to your ads based on how relevant they are. The higher your Quality Score, the lower your CPC can become. So, work on improving your ad relevance and landing page experience to get those costs down. ### Regularly Analysis and Adjust Don’t let your campaigns go stale. Regularly checking in on performance and adjusting your bids based on what’s working (or not) is key. This proactive approach can help you stay in control of your advertising performance and make informed decisions for future campaigns. ### Use AI Tools Using the latest AI-powered bidding tools, you can continuously optimize your bidding strategy in real time, automating the process and saving yourself both time and money. ## How to Calculate Cost per Click in Three Simple Steps: ### 1. Set Your Parameters Decide on the time frame for your analysis, total ad spend, and the number of clicks associated with the keyword or ad group you’re measuring. ### 2. Plug in the Data Plug in the data of these parameters into the formula {CPC = Total Cost of Campaign ÷ Total Clicks} to figure out your CPC on this ad segment. ### 3. Analyze for Insights Once you get the CPC, take a moment to see how it fits into your overall campaign performance. Are you getting enough conversions to justify the spend? This can help you tweak future ads. ## Key Takeaways Cost per click (CPC) is a crucial metric in online advertising, one that plays a significant role in helping businesses manage their costs while driving targeted traffic to their websites. It's important to note that the average CPC can vary significantly depending on the industry, so businesses should have a clear understanding of what is typical for their specific market to set realistic budgets. Lowering your CPC can greatly enhance the efficiency of your advertising efforts. To achieve this, focus on optimizing your keywords, improving your Quality Score, and regularly analyzing your campaign performance. By taking these steps, you can maximize your advertising effectiveness and ensure that your budget is well-utilized. ## Frequently Asked Questions (FAQs) ### CPC vs. CPM (cost per 1,000 impressions): What’s the difference? CPC, or cost per click, means you only pay when someone clicks on your ad. CPM, or cost per 1,000 impressions, is about paying for how many times your ad is shown, regardless of whether anyone clicks on it. Your choice between the two will depend on your specific marketing objectives. ### What is eCPC (enhanced cost per click)? eCPC is a fancy name for an automated bidding strategy that adjusts your bids to help maximize conversions, while still aiming to keep your average CPC within a certain target range. It’s a great way to simplify your campaign management. ### What Google Ads alternatives do marketers have? There are plenty of options besides Google Ads. Consider Facebook Ads, LinkedIn Ads, or Bing Ads, each offering unique features, search capabilities, and audiences. Depending on who you’re trying to reach, one of these might just be a perfect fit for your campaign. --- ### Behavioral Targeting: What It Is, How It Boosts Conversions URL: https://www.taboola.com/marketing-hub/behavioral-targeting/ Last Modified: 2025-11-25 13:04:38 In today’s competitive marketing environment, it’s crucial to ensure your messaging reaches your target audience. Understanding that audience is the first step toward crafting personalized messaging and delivering it in a way that encourages engagement. Using behavioral targeting, you can use a consumer’s online behavior to make more meaningful connections and get better results. ## What Is Behavioral Targeting? Behavioral targeting is a marketing technique that uses data about someone’s online behavior to deliver tailored advertisements. Tracked behaviors can include activities like: - Website visits. - Product views. - Search queries. - Purchase history. - Ad clicks. - Abandoned shopping carts. With privacy restrictions making traditional tracking more complicated, advertisers have turned to newer technologies to target consumers. Predictive technology makes it easy to reach potential customers in real time, delivering the perfect creative based on the content they’re currently consuming. Best of all, no identity data or third-party cookies are required. “It’s the closest thing marketing has to empathy at scale,” says Elena Novikova, CEO and marketing strategist of Lumus Inc. “It’s not just about data — it’s about patterns, pacing, and timing. It’s the difference between showing someone an ad for something they already bought and showing them the exact variation they hesitated over three days ago. It’s not built on assumptions like age or gender, it’s built on digital behavior: Where they clicked, how long they hovered, what they came back to, what they almost bought but didn’t. It’s marketing that listens before it speaks.” ## How Behavioral Targeting Works Behavioral targeting is a multistep process that involves collecting data, analyzing that data, and using it in retargeting customers with relevant ads. The right tools are essential, and many of today’s top solutions use the power of artificial intelligence (AI) to target users in real time. Realize's advanced AI capabilities enable precise targeting, engagement optimization, and budget simulation, maximizing advertiser ROI." button_text="Learn More" button_url=https://www.taboola.com/advertise] Here are the steps in the typical behavioral targeting journey: ### 1. Data Collection Using cookies, pixels, and/or device identifiers, platforms gather information on website visits, product views, time spent on pages, click-throughs, and purchases. That information can be collected solely through your own website visits (first-party cookies), through third-party tracking cookies, or through pixels that send information directly to a server. ### 2. User Profiling Once data has been collected, it’s time to get to work. Platforms gather data on individual users to create a user profile. Those profiles typically reflect a user’s interests, preferences, and engagement levels. Thanks to AI, today’s tools can harness decades of data to match someone to similar users, giving them the ability to accurately predict behavior. ### 3. Audience Segmentation Once profiles have been created, platforms segment users into buckets. Those buckets lump them together for marketing purposes. Categories can include: - Cart abandoners. - Frequent buyers. - Price-sensitive shoppers. Once segmented, businesses can market deliberately to groups of people rather than sending mass messages. You might reach out to cart abandoners with special offers, for instance, or offer VIP discounts to consumers who’ve shown long-term loyalty to your brand. ### 4. Ad Delivery AI-powered advertising solutions can now deliver ads in a variety of formats, based on a consumer’s current activities and/or past behaviors. You can target consumers with carousel ads or videos, for example, to grab attention. These tools can even deliver the creative most likely to convert. ## Why Is Behavioral Targeting Important? Behavioral targeting provides benefits to both marketers and the audiences they’re targeting. Here are a few of the top reasons it matters: ### Increases Ad Relevance Generic ads can serve as white noise to many online users. Consumers are used to seeing ads everywhere they turn, so they’ve become accustomed to tuning them out. Behavioral targeting is the perfect antidote to ad fatigue. When users see ads that align with their interests, they’re more likely to pay attention and even click. That said, McKinnon Mitchell of McKinnon Marketing Method points out that relevance doesn’t just capture new users — it’s also a great way to ensure you keep the customers who’ve already interacted with your brand. “When customers feel understood and seen, they stick around,” Mitchell says. “Behavioral targeting helps you create moments of unexpected value, whether it’s a well-timed upsell, a thoughtful win-back email, or a reminder that their favorite product is back in stock. You’re not chasing loyalty, you’re earning it with every behavior-informed interaction.” ### Boosts Conversion Rates If you’re paying for an ad, your top goal is to get conversions. You want consumers to click on your ad and make a purchase, sign up for your services, or, at the very least, learn more about your offerings. Top performance marketing platforms can target customers later in the buying journey to boost the chances of a conversion. “When your messaging, offers, and timing are based on actual behavior — like past purchases, product views, or time spent on site — you’re not guessing, you’re guiding,” Mitchell says. “Behavioral targeting lets you anticipate needs before the customer articulates them. The result? Less friction, fewer drop-offs, and a smoother path to purchase. Think of it as removing the ‘maybe’ from their decision-making.” ### Reduces Wasted Spend At one time, advertisers poured money into billboards and radio ads, hoping a percentage of the audience would take action. In today’s digital marketplace, though, it’s possible to narrow your targeting to reach those consumers most likely to be interested in your products or services. Behavioral targeting can refine your efforts to bring a bigger return on ad spend (ROAS), especially if the tech tools you’re using feature AI bidding assistants that optimize your campaigns in real time. “You don't waste money on a large audience in the hopes that something will stick when you know who is interested based on clicks, views, or purchases,” says Brian Akdemir, director of e-commerce at Bahdos. “You spend your ad money on people who have already done something with your brand.” ### Supports Personalization at Scale Segmenting audiences is key to delivering personalized messaging, but manual segmentation is tedious. Today’s plug-and-play tools make setting up segmentation a breeze, and AI technology lets you segment users in real time based on both past and current activities. “Every customer feels like the message was made just for them, even though your automation is doing the heavy lifting,” Mitchell says. “Behavioral data fuels dynamic content blocks, product carousels, and tailored messaging across platforms. One campaign, infinite variations — built to adapt in real time to what each individual user is doing (or not doing). That’s personalization without the burnout.” ## Types of Behavioral Targeting Behavioral targeting comes in a variety of flavors, each with its own unique benefits. They include: ### Retargeting A customer visits your site multiple times, always viewing the same product. This shows a clear interest in that product, even if the visit doesn’t result in a purchase. You can use behavior-based targeting to continue marketing to that potential customer in the days and weeks that follow, potentially bringing them back to click the buy button. ### Purchase-Based Targeting Behavioral targeting can also be used to encourage past purchasers to come back for more. You can target past buyers with similar products, or sales on accessories to complement items they’ve already bought from you. This type of targeting can be even more powerful when you use tools that build in predictive AI to anticipate what product a past purchaser is likely to buy next. ### Engagement-Based Targeting This type of targeting starts when a customer engages with your content, whether through viewing one of your videos, clicking on a link in an email, or visiting your site after seeing an ad. You can gather information on these users and segment them to craft ads that target them. AI-powered tools can even deliver ads in real time that are geared toward re-engaging those users. ### Predictive Targeting Rather than delivering ads based just on a user’s past behaviors, predictive targeting presents ads based on actions a user is likely to take in the near future. AI and machine learning are used to anticipate someone’s behavior and take basic retargeting to the next level. ## What Behaviors to Track To Build High-Intent Audiences Targeting high-intent audiences is a great way to make the most of your ad spend. Here are some behaviors to track if your goal is conversion: ### Page Views and Time on Site How long is each customer hanging out on your site? Which pages tend to get the most view time? Long visits to product pages can signal purchase intent. Repeat visits to a product page can also show a consumer is considering adding something to their shopping cart. Platforms with built-in predictive analytics can target these hot prospects and deliver offers in real time. ### Search Queries For years, advertisers have used search behaviors to target potential customers, but AI-powered tools can push this to the next level. Using someone’s online search queries, these tools can target them based on what they’re interested in right now. ### Add-to-Cart Actions Adding something to a shopping cart is a clear sign of interest. Solutions that specialize in either mid- or bottom-funnel performance can help you identify add-to-cart actions in real time and deliver offers designed to either ensure conversion, or upsell the user on related products. ### Cart Abandonment Have you ever added something to your cart and delayed purchasing, only to get an email later? That’s behavioral targeting at work. Email isn’t the only way to target cart abandoners, though: You can also use AI-powered tools to create targeted offers to cart abandoners after they leave your site. ### Past Purchases Your previous customers are ideal targets for your marketing efforts: They’ve already shown an interest in your products and, assuming they’re happy with their purchases, they’re primed to become brand loyalists. Using the latest tools, you can identify those customers and work to sell them on complementary products. ### Click Paths and Funnel Drop-Offs Where are users drifting away? Top tools can extract patterns from your website visits to identify pain points. You can then address those pain points to find ways to boost the number of customers continuing on their journey with you. ## How To Create Behavioral Segments for a Lead-Gen Campaign Product sales aren’t the only reason to segment customers for behavioral targeting purposes. The following segmentation steps can help you gather leads for sales team follow-up or ongoing marketing purposes: ### 1. Define Your Funnel Stages To get started, separate your target audience into the three major funnel stages: - Top of funnel (TOFU): These users are at the early stages of engaging with your brand. They might include blog readers, first-time website visitors, or ad clickers. - Middle of funnel (MOFU): Slightly further along in the journey are these users. Webinar attendees, whitepaper downloaders, and landing page visitors typically fall in this category. - Bottom of funnel (BOFU): These users are closest to converting. They might include product demo requestors and pricing page viewers. ### 2. Choose the Behaviors You Want to Track Once you’ve identified who you’ll be tracking, it’s time to look at the behaviors you’ll aim to track. Here are some common lead-gen behaviors to get you started: - Time spent on certain pages. - Repeat visits to specific content. - Abandoning a lead form after starting it. - Downloading gated assets. - Clicking calls to action (CTAs) but not converting. ### 3. Create Segments Based on Behavior Patterns Once you’ve chosen your behaviors, you can look at specific behavior patterns to target. They might include: - Someone who visited a product page more than three times or stayed longer than two minutes. - Someone who began completing a lead-gen form but abandoned it midway. - Someone who conducted a combination of intent-signaling behaviors — for example, viewing a product demo, then visiting your pricing page. ### 4. Align Your Creative and Brand Messaging It takes a little extra time, but for best results, make unique creative and brand messaging to match each segment’s place in the funnel. If someone is engaged but not converting, you can serve content that builds trust, such as case studies. For form abandoners, a more simplified signup could get results. You can also consider more urgent messaging, such as referencing limited-time offers. Limited-time offers can also work well for those who viewed your pricing, but didn’t act. ### 5. Continuously Optimize With AI and Data Feedback As you gather data, tweak your campaigns to match the results you’re seeing. This includes adding new filters and testing different creatives. You can also use AI-powered tools for suggestions on how to expand or suppress your audiences for better results. ## How To Use Behavioral Targeting To Increase Conversions If conversions are your goal, whether in the form of subscriptions, signups, or purchases, you’ll need to adjust your strategy to match. Here are some steps to boost your conversions using behavioral targeting: ### 1. Segment Users Based on Intent Levels Normally, audiences are separated into cold, warm, and hot leads, but with behavioral targeting, you’re specifically looking at users who are further along in the funnel. Divide your users into these segments: - Warm prospects: These are users who’ve engaged with your content at some point but haven’t taken action yet. - Hot leads: Consumers in this category have viewed your pricing information or requested more information. - Cart/form abandoners: Users in this category are already partway to finalizing a purchase. ### 2. Deliver Behavior-Specific Creatives Now that you’ve defined user behaviors and segmented them, it’s time to make ads that speak to each type of user. Customize messaging to match what each segment has shown an interest in: - Warm prospects: Offer social proof or reinforce your brand’s value proposition. - Hot leads: Suggest a product demo or extend a special offer as an incentive. - Cart/form abandoners: Remind them of the action they didn’t complete. Consider extending a special offer as an incentive. ### 3. Use AI to Continuously Improve Performance With AI-powered tools, you can monitor your targeting efforts so that you can learn and improve moving forward. AI can monitor your targeting and determine which messaging and ad creatives work best for each segment. Predictive analytics can adjust your bids in real time and deliver the ads that are most likely to convert. If some of your campaigns start to show signs of ad fatigue, machine learning can identify the issue and suppress those ads in favor of others that are more likely to get attention. ## Behavioral Targeting vs. Contextual Targeting: Which to Choose? ### Contextual Targeting With contextual targeting, ads are delivered based on the surrounding content on the webpage, rather than specific actions someone has taken in the past. ### Behavioral Targeting Behavioral targeting uses someone’s website visits, clicks, and purchase history to personalize ads. Since behavioral targeting requires gathering consumer data, it can bring privacy concerns. ### Which Is Better? Both contextual and behavioral targeting have their places, so it’s important that businesses know when to use each type. If you’re trying to nudge bottom-funnel users over the finish line, behavioral targeting is a better option. For MOFU and TOFU audiences, though, contextual targeting works better, particularly if you’re concerned about privacy regulations. Today’s top tech tools combine both approaches to make the biggest impact. ## Behavioral Targeting vs. Demographic Targeting (Key Differences, and Which Is Better) ### Behavioral Targeting With behavioral targeting, a user’s online activities are considered when delivering ad messaging, e.g., a user’s browsing history or previous purchases may trigger ads. Today’s solutions can deliver ads in real time based on factors like hovering, scroll time, or browse time. ### Demographic Targeting Simply put, demographic targeting is based on a user’s identity. Factors like age, gender, and income are gathered and used to deliver targeted ads. This approach not only creates privacy concerns, but it can also be less effective than targeting a consumer in real time based on current activities. ### Which Is Better? When it comes to conversions, behavioral targeting wins. It allows you to personalize campaigns and reach consumers based on their interests. Demographic targeting can still work well for awareness campaigns, but if you want to make the most of your ad spend, behavioral targeting is a better option. ## Key Takeaways Behavioral targeting allows marketers to create highly personalized ad experiences based on actions users have taken in the past. It improves ad relevance, which can boost conversions and reduce wasted spend. With today’s AI-powered tools, brands can deliver ads contextually in real time, offering messaging relevant to a user’s current activity. ## Frequently Asked Questions (FAQs) ### What is an example of behavioral targeting? The best example of behavioral targeting is seeing a dynamic ad for a product you looked at yesterday. The content you’re visiting at that moment may have nothing to do with that product, but it draws your attention anyway because you were recently considering making a purchase. “The problem is that consumers have become very knowledgeable of how marketers are showing them things, and there is now an expectation that if they look at a product, the product is going to show up in their feed everywhere,” Mitchell says. “So the art in this is using data and understanding human behavior to plan out exactly how you follow them with messaging/offers. That takes some trial and error to find the perfect mix.” ### What are examples of behavioral targeting in e-commerce? E-commerce provides a prime opportunity for behavioral targeting. Some examples of behavioral targeting in e-commerce are: - Retargeting cart abandoners with a discount offer. - Suggesting items based on a person’s shopping history. - Issuing a special offer after a user spends a certain amount of time on your website. “In e-commerce, behavioral targeting is the backbone of personalization,” Novikova says. “Dynamic product recommendations that evolve with each click, homepage layouts that change based on previous browsing, triggered flows that send a discount only to users who viewed a product three times but didn’t add to the cart, or post-purchase follow-ups that don’t just say ‘thank you,’ but anticipate what the user might want next. The payoff? Relevance. And relevance is what separates good marketing from ignored marketing.” ### What are the benefits of behavioral targeting? Consumers are bombarded with ads throughout the day. Without targeting, you run the risk of being ignored. However, when ads are relevant to the person seeing them, they’re more likely to pay attention. Some benefits of behavioral targeting are: - Better targeting. - Higher conversion rates. - Reduced ad fatigue. - Lower cost per acquisition. “The main benefit of behavioral targeting is that it leads to better conversion rates,” says Paul DeMott, chief technology officer of Helium SEO. “When you show people the right offers at the right time, they’re more likely to make a purchase. It also helps reduce wasted ad spend, since you're not showing ads to people who aren't interested. On top of that, it improves the overall user experience, because customers are seeing content and offers that actually matter to them. It's a win for both the business and the customer.” ### How do I target users who abandoned their cart in the last 7 days? The first step in targeting consumers who left items in a shopping cart on your site is tracking them. If you aren’t already doing this, dig into the features of your website and ad platform: Many offer reports geared toward helping you see exactly where customers are dropping off your site. Some ad tools even allow you to retarget users based on this criteria. Mitchell offers this step-by-step guide to targeting cart abandoners: - Set up a cart abandonment segment using your CRM (customer relationship management), analytics tool, or ad platform. - Filter users who added items to their cart. - Exclude those who completed checkout. - Add a time constraint: Last seven days. - Trigger an automation: Email sequence, retargeting ad, or push notification. Bonus points if your message addresses why they might’ve left — price, uncertainty, or just “shiny object syndrome.” - Pro move: Add a dynamic coupon that expires in 24 hours to light a fire under their indecisive self. Whatever the reason they left, if you put a timeline on the product, the sense of urgency is heightened, and this sparks our innate "fear of missing out." ### How can I segment users based on browsing time or product views? Like shopping cart abandonment rates, targeting website visitors by view time and browsing time starts with tracking. You’ll need to set conditions like “visited product page for more than 90 seconds” or “viewed more than three products in the same category.” From there, you can use AI tools to target those users when it makes the most sense. “Analytics tools are your best friend here,” Mitchell says, specifically mentioning Google Analytics, Klaviyo, and Meta Pixel. “The better the tool, the better your segmentation will be, and the better your results will be.” --- ### Bottom of the Funnel Marketing: Content Types, Metrics, Best Channels URL: https://www.taboola.com/marketing-hub/bottom-of-the-funnel/ Last Modified: 2025-07-22 13:21:35 Today’s digital commerce landscape is filled with competition and distractions, making it harder for brands to stand apart from the crowd and generate converting leads. Typically, this process starts at the top of the marketing funnel, as brands vie for attention using brand awareness techniques, like native marketing. In an ideal situation, those customers continue to engage with a brand, making it to the “bottom of the funnel.” The bottom of the funnel is the last step before a revenue-earning conversion, where potential customers evaluate a product and brand, inching closer to making a decision, or in this case, a purchase. As the customer’s needs and sentiment shift, so too must a brand’s marketing efforts. To successfully usher a shopper into the final stages, you need a data-driven strategy and messaging that helps a potential customer choose your brand. Below, I’ll explain bottom-of-funnel marketing and provide insight into how to maximize conversions and ROI at this critical stage. ## What Is Bottom of the Funnel? The bottom of the funnel (BOFU) refers to the final stage of a buyer’s journey. By reaching this point, potential customers have moved through other parts of the funnel: In many cases, that means they’ve identified their problem, researched solutions (e.g., other products or services), and are actively deciding which one best fits their needs. Since customers in the bottom of the funnel are narrowing down their search, marketing efforts should shift from education to persuasion and assurance. In essence, the marketers are tasked with answering one key question: Why should a customer choose your product/service over someone else’s? ## Goals for the Bottom of the Funnel BOFU shoppers are primarily looking for trust signals, brand advantages, and a reason to complete the checkout process. As such, these goals are paramount to successful BOFU marketing initiatives. ### Convert Leads Into Customers You've captured the lead at this point in the funnel, but you still need to close the deal. Marketing strategies should center on encouraging purchase decisions through urgency, trust-building, and product/service clarity. For instance, if a customer engaged with a product description page or downloaded a service comparison sheet, a BOFU strategy may follow up with a personal email offering a limited-time discount paired with a positive customer or influencer testimonial. This works to nudge the shopper forward with a sense of urgency, while providing positive customer feedback and brand credibility. Conversions rely on your understanding of the audience, so the better your data, the more success you will see. By utilizing an ad platform working from high-quality first-party data, able to target customers by actual intent, rather than simple demographics, you’re more likely to see conversions. ### Minimize or Remove Barriers Even high-intent shoppers ready to purchase can be derailed by a confusing UX or unclear calls to action (CTAs). Any bottom-of-the-funnel efforts, including the checkout page, should create a smooth path to purchase, anticipating hangups, removing those barriers, and reducing the risk of abandoned carts. Simplifying the checkout process to as few steps as possible, offering multiple payment methods, or adding live, easy-to-access chat for any last-minute questions can help boost conversions. ### Build Confidence Confidence drives conversion, so when potential customers feel like they’ve made the right choice, they are more likely to move ahead with the checkout process. As such, it’s vital that marketing teams work to reinforce the value and credibility of your solution based on the customer’s profile. To build confidence, consider adding customer testimonials, ensuring transparent pricing, and highlighting any guarantees or return policies, when available. ## Types of Content for the Bottom of the Funnel At the bottom of the funnel, content should be clear, action-oriented, and focused on product value and differentiation. Some of the most effective BOFU content formats include: ### Customer Testimonials Testimonials serve as powerful social proof at the decision-making stage. When buyers hear directly from satisfied customers, especially those with similar needs or in similar industries, it helps eliminate hesitation. Short video clips, ratings, links to social profiles for influencers, or quotes with real names and photos can dramatically boost believability and emotional resonance. Place these testimonials strategically across product pages, emails, landing pages, or even as part of retargeting campaigns to reinforce confidence and move potential customers to purchase. ### Case Studies Case studies demonstrate real-world results using specific, clear, and measurable outcomes, providing proof that your solution works, not just in theory but in practice. This makes them a highly effective tool for bottom-of-the-funnel efforts. A well-written case study should include the problem, solution, implementation, and results. Bonus points for including quotes, metrics, or before-and-after comparisons to drive credibility and relatability. ### Comparison Content Though customers have largely moved past the educational part of the funnel by the time they reach the bottom, there is still value in some targeted education, specifically comparison pages or similar content. Customers have likely narrowed their choices to a handful of products or services by this point. A side-by-side comparison page highlights your product’s strengths in terms of pricing, features, support, integrations, ease of use, etc. Further, a comparison page allows you to control the narrative without relying on aggressive promotion. ### Product Demos Even the most thorough product page falls short if it doesn’t provide a glimpse at the product in use. A polished, well-structured demo video can help users visualize exactly how the solution works, or highlight what sets it apart from the competition. Videos can be keyed to highlight certain features, walk through real use cases, or demonstrate ease of setup or use. ## Bottom-of-Funnel Metrics Watching and analyzing metrics is important at each point of the funnel, but performance at the bottom is vital to campaign success and acquisition. Here are a few key metrics to watch: ### Return on Ad Spend (ROAS) ROAS measures revenue earned for every dollar spent on advertising. It’s a core profitability metric and especially important when scaling BOFU campaigns. A high ROAS means your ads are paying off, while a low one means you're overspending for results. Segment audiences by funnel stage and use smart bidding tools to increase bids on high-performing segments while protecting profit margins. ### Cost per Acquisition (CPA) CPA tracks how much it costs you to acquire a paying customer. Even with a high conversion rate, a rising CPA can erode profitability. It’s a key measure of efficiency and scalability at the bottom of the funnel stage, especially if you’re investing heavily in remarketing efforts. Refine your targeting and lean on tools, like AI-driven bidding platforms, to lower your CPA without sacrificing traffic quality or intent. ### Click-through Rate (CTR) CTR tells you how well your ads are resonating with your audience. A low CTR can signal weak CTAs or headlines, unengaging or stale visuals, or a poor understanding of your target audience and their needs and motivators. Since engagement is a precursor to conversion, this metric should always be closely monitored at every stage of the funnel. Consider running A/B testing for headlines, images, and ad placements, and focus on marketing platforms that make it easy to do so. ### Conversion Rate The conversion rate is the percentage of users who complete a desired action, such as purchasing a product, signing up for a webinar, or downloading a case study after clicking on an ad. Essentially, it measures how effective your efforts are after a user moves from one channel to a designated landing page. As such, even strong CTRs can fail to translate to high conversions, which should automatically signal an issue with your landing page. Ensure your ad and landing page messaging align perfectly, eliminate hurdles, and reinforce value propositions to make it easier for a potential customer to complete the desired action. ### Cost per Click (CPC) CPC shows how much you’re paying for each click on your ad. While clicks don’t guarantee conversions, rising CPC costs can drain your budget, especially if the ads don’t convert. Optimizing your CPC helps you stay efficient with spend and keep acquisition costs in line with outcomes. Narrow your targeting to the most relevant users and apply smart bidding rules to balance traffic and volume costs, especially at the bottom of the funnel. ### Impression Share Impression share is the percentage of times your ad was shown out of the total possible opportunities. A low impression share means you may be losing visibility due to budget limits or competitive bidding and can signal the need for campaign adjustments. Track your impression share closely: If it’s too low, consider increasing your budget or adjusting your bids to capture more high-value real estate. ## ## Best BOFU Channels for Conversions Different channels serve different purposes at the BOFU stage. Here are the top performers when you're aiming for conversion: ### Email Marketing Leverage retargeting emails that are segmented and personalized, paying attention to sequence and timing. To strengthen email efforts, use behavior data to send product recommendations, consider offering personalized discounts, and give a gentle nudge with a time-sensitive deal. Emails are also a great opportunity to leverage customer testimonials, product comparisons, and demos. ### Retargeting Ads Retargeting ads can be vital at various points in the funnel, but bottom-of-the-funnel customers are a valuable audience for this type of effort. Shoppers who have visited product pages multiple times, added items to a cart, or abandoned carts are often just a few clicks away from converting. Leveraging retargeting ads can help keep your brand at the top of mind and encourage customers to complete the purchase before they choose a different direction. One thing to beware of here is ad fatigue, i.e., customers getting tired of seeing the same ads over and over again. Be sure that your ad platform of choice is able to correctly identify those users most likely to buy, and target them with ads based on their specific wants/needs, rather than more simplistic factors like location, age, etc. Look for ways to optimize these ads in real time, such as with a platform powered by a dedicated performance AI. ### Webinars or Live Demos Live demos and webinars offer high-touch opportunities to connect with prospects — especially B2B clients — who are seriously considering a purchase. These formats let potential customers ask questions in real time, see your product in action, and interact directly with a brand representative, all of which can build trust and shorten the sales cycle. To make the most of these sessions, tailor the content using registrant data and follow up promptly with a recap, bonus resources, or a personalized offer. ### SMS and Push Notifications Mobile-based communication channels like SMS and push notifications are excellent for real-time engagement with warm leads. These messages work best when they’re personalized and timely, like a reminder about an expiring discount, a cart left behind, or a product that’s back in stock. At the BOFU stage, these nudges can provide just the right amount of urgency to push a decision or hook a recipient with a limited-time deal. Keep the copy concise, and always include a clear CTA that directs the user to take action immediately. Just keep in mind that there is a fine line between some helpful, well-timed reminders and text spam. ## Strategies to Drive Sales Conversion at the Bottom of the Funnel The key to BOFU success is anticipating buyer hesitations and removing them before they become deal-breakers. Here’s how: ### Pricing and Discounts Strategic pricing and limited-time offers can help move prospects from consideration to conversion. Tailor discounts based on user behavior, such as abandoning a cart or visiting pricing pages multiple times. Whether it's a loyalty offer or a first-time buyer discount, personalized pricing incentives can be the final nudge that closes the sale. Delivery is essential here: Use urgency-driven language (“Ends Tonight!” or “Only 3 Spots Left”) in your messaging. ### Comparisons to Competitors Prospects at the bottom of the funnel are often weighing their options. Help them decide by offering clear, transparent comparisons to competitors. Highlight what makes your product stand out — price, features, ease of use, support, etc. Create dedicated comparison pages or include side-by-side breakdowns in emails or ads. The goal is to show, not just tell, why your solution is the smarter choice. ### BOFU Case studies and Testimonials Case studies and testimonials offer specific examples of how your product has helped real customers resolve a shared issue, overcome a challenge, or achieve success. This social proof is especially valuable at the bottom of the funnel, as it provides the persuasion necessary during the decision-making stage. Highlight metrics and results whenever possible: Testimonials and short-form quotes can work well on landing pages and in emails, while longer case studies are ideal for gated content or retargeting ads. Prospects want to see real stories from people like them. ### Product Pages Highlighting Features In the absence of a brick-and-mortar location, your product pages should function as your best salesperson. Include detailed feature descriptions, comparison charts, FAQs, and quality visuals, such as high-resolution imagery and/or demo videos. Your product page should aim to answer every question a prospect may have in a clear and accessible way. But that’s not limited to product details: A successful product page also sends trust signals through well-placed reviews, security badges, and any sort of satisfaction guaranteed messaging when applicable. ### Trials and Demos A free trial or live demo can alleviate some of the uncertainty related to product purchases while building confidence and trust, and reducing a sense of risk. Make signing up for the trial or demo easy, and support the experience with helpful onboarding content. Follow up during and after the trial period with reminders, feature highlights, and encouragements to upgrade — timing here is key to securing the conversion. ### Guarantees and Risk Mitigation Most purchases carry some level of risk. For some customers, it’s losing out on a few dollars, but for others, it’s far more substantial. Reducing that perceived risk can be a powerful conversion lever: Money-back guarantees, no-obligation trials, or easy return policies help alleviate the fear of making the wrong choice. Clearly communicate these risk-mitigation elements across product pages, in cart flows, and in follow-up emails. These assurances show prospects that you stand behind your product and that they have nothing to lose by trying it. ### Support When buyers have last-minute questions, fast, responsive, and reliable live support can be the difference between conversion and abandonment. Live chat, chatbots, or clearly visible customer support options can help prospective customers feel you have their backs. Remember that a poor customer support experience can turn a customer away, often for good. Make sure your team is trained to answer both product-specific and logistical questions. Further, if you choose an AI-generated support system, make sure it’s fully vetted and capable of helping, not hindering, customers. ## Strategies to Optimize for ROI at the Bottom of the Funnel Once you have a bottom-of-the-funnel strategy in place, it’s time to optimize. Here are a few ways you can maximize your efforts: ### Use Smart Bidding Strategies AI-powered bidding tools adjust bids in real time based on conversion likelihood, helping you scale efficiently and keep acquisition costs aligned with effort. ### Align Creative and Landing Pages When it comes to trust signals, messaging cohesion is often an undersung hero. Misaligned or inconsistent messaging can lead to drop-offs, especially in the bottom of the funnel. Keep content and story-building efforts consistent from the first click to maximize conversions. ### Personalize Campaigns Every campaign should be segmented by funnel stage. Treating all users the same way can lead to a low CVR (conversion rate) at best. At worst, it can lead to unnecessarily high spending and alienated audiences. For instance, you may want to bid higher for high-intent segments and optimize separately for new vs. returning users. Likewise, cultivate content for landing pages, emails, and other retargeting efforts that support users based on their stage in the funnel. ### Monitor Ad Frequency Overexposure leads to ad fatigue, and that can quickly lead users to unsubscribe to emails, stop SMS communications, and put blinders on when they see your ad pop up online. Set frequency caps and rotate creatives regularly to avoid stale or overwhelming marketing efforts that will turn users away. ## Key Takeaways Customers at the bottom of the funnel are ready to buy, but may need reassurance that your company or product is the best. Personalization and timing can drive high conversions for bottom-of-the-funnel customers, and you can establish confidence and trust by leveraging reviews, demos, high-quality images, and case studies that are applicable to your target audience. Remember, conversion is a primary goal, but it’s not the only one: Profitability is just as important, so always track ROAS, CPA, and CPC to balance conversion and acquisition spending. ## Frequently Asked Questions (FAQs) ### Top of funnel vs. bottom of funnel: What’s the difference? Top of the funnel is about brand awareness and audience building. The goal is to draw customers and establish engagement. Bottom of the funnel is about conversion. At this point, site users are ready to buy but need a final push. ### What is funnel strategy and does it work? Yes, funnel strategy works! Funnel strategy guides users from discovery to decision using tailored content and channel strategies that meet users where they are in the buying process. Further, funnel strategy can help align marketing spend and strategy with buyer intent, improving efficiency and results. ### How can marketers leverage AI for bottom-of-funnel marketing? AI tools like smart bidding automate bidding based on real-time conversion data. This reduces manual guesswork and boosts campaign performance. --- ### 8 Performance Marketing Metrics Every Advertiser Should Track URL: https://www.taboola.com/marketing-hub/performance-marketing-metrics/ Last Modified: 2025-11-04 12:16:45 For marketers looking to maximize their budget and drive tangible results, tracking the success of performance marketing efforts is essential. Whether it’s website traffic and conversions or return on ad spend (ROAS) that matters most to you, knowing how and what to track is vital for ensuring that money isn’t wasted on the wrong marketing strategy. ## 8 Performance Marketing Metrics to Measure the Effectiveness of Your Campaigns ### 1. Click-ThroughRate (CTR) When you’re running digital advertising campaigns, knowing how many clicks you’re getting to your ads, or even from search engine results, is critical for understanding success. Your click-through rate, or CTR, can be calculated by dividing the total number of clicks by the number of impressions received for that ad, then multiplying by 100 to get a percentage. Many ad platforms calculate the CTR for you, but it’s still important to keep track of these numbers over time to determine how successful your ads are. The higher your CTR, the more appealing your ad is. For instance, a carousel ad on Facebook could have been shown 2,500 times and received 85 clicks. The CTR for this ad would be 3.4%. 85 ÷ 2,500 = 0.034 0.034 x 100 = 3.4 ### 2. Cost-Per-Click (CPC) CPC is a measure of how much each click to your ad is costing you. Every unique audience member who clicks on your ad is considered as one click. To calculate CPC, you need to divide your total ad spend for that ad set by the number of clicks the ad set received. You can do this on a campaign level or per ad level, depending on how broad or granular you want to be. For instance, a campaign that cost $500 to run that had 1,000 clicks would have a CPC of $0.50. 500 ÷ 1,000 = 0.5 ### 3. Conversion Rate Your conversion rate reflects how engaging your performance marketing campaign is, whether that’s a direct sale, someone signing up for a newsletter, or any other conversion you’re tracking. The higher your conversion rate, the more your marketing is resonating with your audience. To calculate your conversion rate, you need to divide your total number of conversions for that ad by the total number of visitors to your site as a result of the same ad. Multiplying this by 100 will give you the conversion rate as a percentage. An example of this would be a site that sells 70 of its advertised products after 400 visitors clicked on the ad. The conversion rate on this ad would be 17.5%. 70 ÷ 400 = 0.175 0.175 x 100 = 17.5 Like CPC, conversion rate is often tracked automatically in many advertising platforms, like Meta Business Manager. ### 4. Return on Investment (ROI) The ROI of any marketing strategy is critical to know. This number helps you determine what your actual costs were versus the money you spent on marketing through the specific channel you’re tracking. You can calculate your ROI by subtracting your marketing efforts from the revenue they generated. Then, divide that number by the total cost of your marketing before multiplying by 100. For instance, a social media ad campaign that cost $5,000 to run and generated $8,000 in revenue would have an ROI of 60%. 8,000 - 5,000 = 3,000 3,000 ÷ 5,000 = 0.6 0.6 x 100 = 60 ### 5. Return on Ad Spend (ROAS) While ROI covers all returns on any type of marketing, ROAS is solely focused on paid advertising campaigns. Like ROI, this metric is calculated by dividing the total revenue from ads by the total ad spend, then multiplying by 100. For instance, an ad campaign with $500 in revenue, which cost $250 to run, would have a ROAS of 200%. 500 ÷ 250 = 2 2 x 100 = 200 ### 6. Customer Acquisition Cost (CAC) Much like cost per lead, this metric tracks how much money it takes to acquire a new customer. The difference between these two is that with leads, they won’t all become customers, whereas CAC tracks only those who do become customers. To calculate customer acquisition cost, divide the total of all marketing and sales efforts over a specific time period by the number of new customers that were brought in during that same time. An example of this would be marketing and sales over a three-month window costing $10,000. If 150 new customers were brought into the business during that time, the cost per acquisition would be $66.67. 10,000 ÷ 150 = 66.67 ### 7. Customer Retention Rate (CRR) For most businesses, it’s more costly to bring in new customers than it is to retain the current ones. CRR tracks the number of existing customers your business keeps during a given time. Retention rate can be compared as new versus returning customers and help you determine how good your company’s customer service is — if you have a high retention rate, your customers are more than likely happy. For retention rate, subtract new customers from the number of total customers you had at the end of the time period, then divide this by the starting number of customers before multiplying by 100. For example, a company with 200 customers at the start and that added 50 during the time period, but lost 10 existing customers in that time, would have a retention rate of 95%. 200 + 50 = 250 250 - 10 = 240 240 - 50 = 190 190 ÷ 200 = 0.95 0.95 x 100 = 95 ### 8. Customer Lifetime Value (CLV) The value of your acquired customers over time measures how much each individual customer, on average, is worth to your business in terms of revenue. In other words, how much the average customer is spending with you while they remain a customer. Longer customer retention rates typically equate to higher CLVs because those customers are staying and spending with your business longer. To calculate CLV, you must multiply your average revenue per user by your gross margin, then divide this by your churn rate. For example, an average revenue per user of $250, a gross margin of $85, and a churn of 7 would result in a CLV of $3,035.71 per customer. 250 x 85 = 21,250 21,250 ÷ 7 = 3,035.71 ## More on Performance Marketing Metrics ### How Do Performance Marketing Metrics Work? By tracking user actions like clicks and conversions, you can better understand what resonates for your audience and where your campaigns may need improvements. ROI and ROAS are crucial for keeping track of how well your marketing budget is being spent and if those spendings are effective. After all, if you’re not generating sales from your ad spend, you’re losing money on areas that are proving to be unhelpful. This is budget that could be reallocated to different marketing channels. ### Why Do We Need to Keep Track of These Metrics? Not only does keeping track of these metrics matter for optimizing your marketing budget, they also help you become more successful in ways that ultimately impact the bottom line of your business. By understanding how your customers are responding to ads, you can take tangible steps to make their user experience better. This affects the money they spend with you and can also have a substantial impact on how customers view your business in terms of reputation. Knowing your performance marketing metrics also helps you stay one step ahead of your competition. You can adapt quickly when you have hard data to work from, which can make a big difference in fast-moving and competitive industries. ### What is a Good ROAS for Real Estate Marketers? For real estate-based businesses, the industry-accepted ROAS is a 4:1 ratio. In other words, you should expect to see a $4 return on every $1 you spend in marketing and sales. However, this isn’t a fixed standard and may be higher or lower based on the real estate market you’re working in. ### What is a Good ROAS for Financial Marketers? Much like real estate, a ROAS of around 4:1 is considered a good result, while a 2:1 ratio is generally considered to be the minimum accepted as a positive result for financial marketers. ## Key Takeaways In order to make data-informed decisions as a performance marketer, you must track and understand a range of performance marketing metrics. With this information to hand, you can make more strategic decisions about where to spend your marketing budget and what adjustments need to be made to make your campaigns more effective. ## Frequently Asked Questions (FAQs) ### What’s the difference between first-click, last-click, and multi-touch attribution? First-click attribution gives credit for any traffic or conversions to the first interaction a customer had with your brand, while last-click is the opposite — attribution is given to the final stage in the process before they make a conversion. Multi-touch attribution accounts for all touchpoints throughout the customer journey and often gives a more accurate representation of which marketing channels are effective in sales. ### How can I track conversions accurately across different devices and platforms? Using tracking pixels or UTM parameters on your URLs is one of the best ways to track data across different devices and platforms. These tools are designed to help you track data and conversions, even when users switch devices, by following their path through a tagged cookie or URL. ### What role does retention play in performance marketing? Retention plays a vital role in performance marketing, largely because retaining customers is more cost effective than acquiring new ones. Having a strong, retention-focused strategy means you should be tracking metrics such as customer lifetime value (CLV), repeat purchases, and overall ROI for both new and existing customers. --- ### Ad Click: What Does It Mean, and What Does It Cost? URL: https://www.taboola.com/marketing-hub/ad-click/ Last Modified: 2026-01-05 08:10:15 One big difference between online ads and that billboard? While the billboard may well convince someone to try a new restaurant, a new brand of soda, or a new legal practice, it’s hard to know for sure what drove the action. On the other hand, marketers can be quite sure how an online ad is performing thanks to one very trackable action: The ad click. When someone clicks on an online ad, be it at the top of a web search, the bottom of an article, in a social media feed, in a pop-up window, and so forth, advertisers are served specific data about the engagement with the ad, and about what action the engagement — the click, that is — led to later, be it someone signing up for a newsletter, making a purchase, or quickly bouncing off the page to which they were delivered. Even a click followed by a bounce can be valuable, as it can help marketers learn why their ads aren’t working. Speaking of value, the cost of a click can vary from pennies to dollars based on ad type and placement, as well as on the goods or services being marketed. I’ll cover all of it in depth here, from costs to best practices, starting with the basics. ## What Is an Ad Click? “An ad click is basically the act of a user interacting with a brand by clicking on any kind of online advertisement,” says Anton Kovalchuk, digital marketer and the founder and CEO of QliqQliq. “Whether it be a display ad, search ad, or social media ad, the click lands the user on a page where the advertiser can interact with the user further.” In other words, be it a tap on a screen as someone scrolls Instagram or TikTok, or a click on a banner ad as someone reads a new story on a computer, an ad click is a purposeful engagement. It’s the user saying, “Show me more.” “An ad click, from a marketing perspective, is an important metric,” says Kovalchuk, “as it indicates an active interest from the viewer in the content of the advertisement. One must make a distinction here: An ad click is more than a mere impression of the ad, it is the action the user took because of his or her interest in the ad.” So, not only does an ad click lead a user one step closer to a marketer’s desired action, be that a sale, a sign up, a donation, or even just a read, the click shows a proof of concept for the ad, both in terms of content and placement. ## How Do Ad Clicks Work? Ad clicks redirect users to the page, site, or app of the marketer’s choice. “In simplest form, an ad click is when a user actively engages with an ad by clicking on it,” says Darian Shimy, founder and CEO of FutureFund. “Usually these ads will take users to a landing page or product offer. It’s normally the first signal of interest and is often used as the starting point for tracking conversions, whether that's a purchase, sign-up, or lead submission.” Every time someone clicks (or taps) on one of the ads you’ve placed, you will pay for it. “The cost of an ad click will vary significantly by differing industries and platforms, all of which compete for the ad space,” says Kovalchuk. “Legal services and insurance are two industries in which costs-per-click (CPC) would generally be high because competition for keywords is intense in these categories. Depending on these and related factors, CPC could be anything from a few cents to several dollars.” Shimy echoes these sentiments, saying that, “Costs-per-click tend to vary by platform and targeting. The range can be quite widespread, from a few cents to several dollars. Of course, it depends on audience competition, and keyword relevance impressions are important as they help build awareness, but in my opinion, clicks are where the sales funnel begins. They help indicate intent and allow businesses to move users into remarketing or sales flow.” You can set your budget, knowing the maximum amount of money you’ll spend on a given ad before it will be removed and replaced by something else, so you don’t have to worry about runaway online advertising costs. ## How Do Ad Clicks Help Your Business? Ad clicks help businesses in myriad ways, including the most obvious, which is that they can drive sales. ### Ad Clicks Can Convert to Sales More often than not, the goal of an online ad is to lead to a sale. An ad click can directly deposit a potential buyer on a product page, making it easy for them to go ahead with a purchase that will more than offset the cost of the ad, meaning direct profits for the brand. ### Ad Clicks Help Marketers Gather Information Even ad clicks that don’t directly convert to sales can offer plenty of value to an advertiser in the form of data. When marketers can see which ads seem to work best in terms of content and placement, they can get a sense of how people are engaging with their brand. ### Ad Clicks Help You Manage Your Budget Unlike with the cost for impressions, which can only be estimated, cost-per-click (also known as pay-per-click) ads let you know exactly how much money you’re going to spend, so you can allocate your marketing budget with care and intention. ## How to Track Ad Clicks To track online ad clicks, you can utilize various ad platforms like Google Ads, YouTube, and Google Analytics, each of which offer built-in analytics dashboards that monitor click metrics, conversions, and other information. You can also use third-party click trackers and event tracking tools to get more detailed insights into user interactions and campaign effectiveness. For advertisers requiring more secure and reliable data transfer, S2S tracking can be used to send conversion data directly from a server to the advertising platform, bypassing browser-based limitations like cookie blocking. Some leading performance marketing platforms offer you first-party data insights based on impressions, clicks and other metrics enabling maximum ad placement and budget optimization. The more closely you track your ad clicks, the more you can learn from their performance and the better you can adjust and optimize the ads, ensuring they will perform well for you. ## How Can You Optimize Ad Click Rate? Even a great online ad can always perform better if you put in the work to optimize it, so let’s talk about best practices. ### Run A/B Testing on Online Ads “Best practices to optimize for ad clicks involve continuous testing and refinement of ad creative executions,” says Kovalchuk. “A/B testing ad copy with different sets of visuals and calls to action (CTAs) will prove to be a source of insights into what resonates best with your audience.” If one ad (or set of ads) is working better than another, use that info and put more spend behind the better performer. ### Ensure Landing Pages Align With Ad Content and Appearance “To reap the maximum potential from ad clicks, optimization of landing pages based on the promise of the corresponding ad is paramount,” Kovalchuk says. “If a user clicks an ad for a product, they expect to arrive on a page that will facilitate understanding more and easily making a purchase. The landing page must be relevant, load fast, and be easy to use. An equally accepted best practice is to align the ad copy with a landing page that shares the same message and offers a seamless user journey all the way through to conversion.” ### Target Your Audience Properly Research your intended audience with care, seeing the kinds of media they consume and researching keywords that will resonate with them, then use these words in your copy. Also, watch out for negative keywords by excluding irrelevant or off-topic keywords that might lead to low-value clicks. ### Use Strong Calls to Action A strong call to action is a great way to create a valuable ad. When a consumer knows exactly what that click is going to lead to, they are more likely to complete the conversion if they make the click. Think “Buy It Here Now” instead of “Start Shopping,” or “Sign Up for Our Newsletter Here,” instead of “Learn More.” ## Key Takeaways Ad clicks are both a potential step toward sales, sign-ups, or other conversions, and a good data collection tool that advertisers can use to see what’s working and what’s not. Most online ads work on a cost-per-click basis, meaning you pay each time someone clicks through your ad and reaches the intended landing spot. Ad clicks can cost as little as a few cents for minimally competitive keywords and product categories, to more than $5 per click for highly competitive fields. When ads are optimized in terms of keywords, design, copy, and placement, and when they align well with their destinations, they are a great way to drive sales and other conversions that will benefit your business. ## Frequently Asked Questions (FAQs) ### How much do ad clicks pay? At present, the average cost of ad clicks on Google ranges from less than 20 cents to more than $5. On Facebook, CPC costs are around $2 on average. It’s not hard to determine what your ad clicks will cost, but to determine their value, you have to track how often they lead to actual sales, and of course the cost of your products and/or services will be pivotal here. ### What's better, 1,000 impressions or 1,000 clicks? 1,000 clicks are generally better than 1,000 impressions because they represent actual engagement and user interest in your ad or content. Impressions simply indicate how many times something was shown, while clicks signify that someone actively chose to interact with it. ### How much is an ad click? As discussed several times above in greater detail, ad click costs range from pennies to several dollars, usually not exceeding $6 per click. At last check, the average cost of an ad click on Google Ads was $2.32. --- ### Navigating Google's 2024 Core Updates: A Guide for Publishers and Marketers URL: https://www.taboola.com/marketing-hub/recent-google-core-web-updates/ Last Modified: 2026-06-22 08:37:14 Any time Google updates its Core Web Vitals, it enacts changes that impact marketing efforts across the globe. Unfortunately, those changes often aren’t clear until well after the changes are made, but by learning about them, you can adjust your strategy to stay on top of the game. Google’s more recent updates continued to prioritize useful content, doing their best to promote authentic, user-generated content that brings value to its users. But, while these updates create more challenges for marketers, they also bring opportunities: The key is to understand what those opportunities are so that you can make the most of them. ## What We’ve Seen Since Recent Updates Rolled Out As mentioned, marketers often don’t get the full picture of these updates until some time has passed. For that reason, as of the time of writing, the changes made on August 15, 2024, are still the most notable. In fact, that particular update brought one of the most dramatic shifts for publishers in recent years. Generally speaking, the August 2024 Core Web Vitals update was designed to build on the helpful content update that Google launched in 2022. This update prioritizes content that helps users, versus content designed to rank. Now that helpful content is a foundational part of Google’s algorithm design, subsequent updates seek to improve it, always deprioritizing content that Google deems “unhelpful.” ## The Update’s Winners: Independent and Niche Publishers One of Google’s goals with the August 2024 update was to boost content by smaller, independent sites that were penalized in the disruptive March 2024 update. As a result, these niche sites reported increased visibility. Experts urged these smaller sites to focus on creating useful content that will appeal to the refreshed algorithms. The change also highlights the importance of releasing high-quality content in your defined niche. If you’re a smaller publisher, you can shine by doubling down on your specialized expertise. ## Bad News for Sites with Thin Content Unfortunately, some sites saw a drop in rank after the update. In keeping with Google’s usual goal to prioritize what it deems helpful content, Google deprioritized sites that it viewed as having “thin content.” Generic, low-quality blog posts and articles were seen as not satisfying users’ needs and therefore lost out to sites with content considered more useful. The update particularly seemed to target content that was designed solely to rank. If your site is jam-packed with keywords and written only to dominate search results, you might need to rethink your strategy. While search engine optimization (SEO) is still important, Google’s focus on helpful content has many marketers shifting toward deep dives into topics that answer typical user questions. ## E-E-A-T Matters More Than Ever Over the past few years, Google has shifted to focus on something called E-E-A-T. This key indicator of authority is now part of Google’s core ranking system, so any tweaks will impact sites that don’t prioritize it in their content. This is especially important if your content aligns with something Google calls Your Money or Your Life: If your content impacts people’s bank accounts or health, you’ll need to pay close attention to these guidelines to hold your rank through Google’s updates. So what is E-E-A-T? Simply put, it’s the combination of: - Experience: Google likes content by creators with lived experience. Whether you’re reviewing products or offering financial advice, demonstrate that you have firsthand experience. - Expertise: Bylines and bios can help you show that your content is created by people with subject matter expertise. You can also cite reputable sources and studies to show expertise. - Authoritativeness: Google looks at your site’s overall “authority,” which is simply the degree to which you’re seen as a valued source in your industry. You can boost authoritativeness by focusing on publishing high-quality content while working to have respected sites link to your content. - Trustworthiness: Transparency is important to Google’s algorithms. Keeping updated contact information and being clear about who creates your content helps with this. These ranking factors show Google’s commitment to connecting readers with the best source for every search query. For those publishers who saw a drop after 2024’s core updates, a shift in strategy is likely essential. You should also conduct a full audit of your website and remove any thin, outdated material. ## Some Sites Bounce Back Faster At one time, a Google update meant months of scrambling to recover. More recent updates haven’t been quite as debilitating: Some sites reported being able to recover their rank position relatively quickly after the August 2024 update did its damage. Google even has tips for marketers specifically related to rank recovery. That said, not all sites will recover. After its March 2025 update, Google’s search liaison stated that some sites don’t deserve to rank. Even with the best intentions, these sites simply don’t provide a satisfying page experience for users. With more updates coming, it’s possible some publishers will recover their rank, but that isn’t guaranteed, especially for sites that don’t make adjustments to match Google’s focus on user experience. ## Spam Update Earlier in 2024, Google released an update that penalized three behaviors it considers spam. This was in response to complaints that spammy content was crowding search results. They are: ### Expired Domain Abuse Also known as “domain squatting,” this practice involves bad actors buying expired domains, then taking advantage of their previous reputation to reach users with low-quality and/or manipulative content. The domain may even have lingering backlinks that can boost its ranking. Google has added this type of content to the list of spam its algorithm targets. ### Scaled Content Abuse This policy targets mass-produced content geared specifically toward manipulating rankings. While Google was already addressing mass-produced programmatic content, the March 2024 update broadened this policy’s scope to include any high-volume content. This particularly impacts sites that display a large volume of content that doesn’t add value. ### Site Reputation Abuse Sites that add low-quality third-party pages with little oversight should pay attention to this update. Google is targeting sites that have this additional content through a practice known as Parasite SEO. At the time of the update, Google gave content owners time to block low-quality content from being indexed, but that offer expired in May 2024. ## How Recent Core Web Vitals Updates Impact Ads Organic search isn’t the only focus of Google’s Core Web Vitals updates — ad revenue has also been impacted by them. Here are some recent changes advertisers have seen: ### INP Replaces FID Previously, Google used First Input Delay (FID) as a metric to determine how responsive your site feels to users. In March 2024, Interaction to Next Paint (INP) officially replaced FID. Developers were forced to make the switch to INP as Google phased out support for the older technology. ### Ad Revenue Impact If your Core Web Vitals score is low, you could see an impact on the effectiveness of your ad campaigns. (You can find your score by navigating to the "Enhancements" section on your site’s Google Search Console and selecting "Core Web Vitals." ) If your site load time is slow, consumers may leave your page before your ads fully display, leading to missed impressions. Further, a poor Core Web Vitals showing could affect your eligibility for AdSense or AdX placements. ## Frequently Asked Questions (FAQs) ### What was the main focus of Google’s August 2024 Core Web Vitals update? The August 2024 update focused on prioritizing useful, people-first content while also demoting pages that were built specifically to manipulate search rankings. In the process, the update gave more visibility to smaller and independent publishers and original content. It also incorporated Google’s new spam policies. ### My site was hit hard by the August 2024 update. What should I do? Your first step, if your site was impacted by the August 2024 update, should be to conduct a thorough website audit. Remove any outdated pages and content that wasn’t created with the user in mind. Moving forward, avoid posting content solely to rank. Each piece of content should address its corresponding search query. And, have patience: Improving ranking takes time, but generating quality content can lead to better results from future updates. ### Are AI-generated articles considered spam now? Artificial-intelligence (AI)-generated content is not automatically marked as spam by the algorithms. Google evaluates intent and quality: If your AI-generated content is helpful, accurate, and clearly serves users, it will rank alongside human-generated content. However, if you’re creating hundreds or thousands of low-quality pieces in the hopes of ranking, you could fall under Google’s crackdown on spam, but that applies whether you’re using AI or not. ## A Final Thought Google’s August 2024 update continued its focus on helpful content, and that focus had a direct impact on some publishers. For marketers, this means doubling down on original, helpful content and removing unhelpful, outdated content and tightening editorial oversight. As always, building a site that provides a useful experience is top priority, but Google now rewards those efforts. --- ### Cart Abandonment Rate: What It Shows and How to Reduce It URL: https://www.taboola.com/marketing-hub/cart-abandonment-rate/ Last Modified: 2025-09-16 08:11:40 Picture someone walking into a brick-and-mortar store pushing an empty shopping cart. He or she goes up and down several aisles and places several products into the cart, seemingly ready to purchase them. But, instead of heading to the register and making the purchase, the would-be customer tucks the cart, laden with unbought goods, into a corner of the shop and walks out without having spent a penny. They have, of course, abandoned their cart. While that doesn’t do the store much good (not to speak of the annoyance of re-shelving products), a shopping cart filled and then abandoned by a shopper is still better than the would-be customer never having entered the store. The same is true for the digital shopping cart of an online seller. Rather than seeing shopping cart abandonment as a failure for your business, see it as an opportunity: With just a few changes made here and there, you can almost surely reduce cart abandonment rate and drive more sales. ## What Is Cart Abandonment Rate? “Cart abandonment rate is the percentage of customers who add items to their online cart, but leave the site without completing the purchase,” explains Brian Kroeker, president of Little Rock Printing. “It’s one of the clearest indicators of friction in the checkout process — or a sign that your customer isn’t ready to buy.” An abandoned cart means you almost made a sale, but something went wrong. To figure out what went wrong, first you need to know the scope of the problem, meaning just how often people are bouncing instead of buying. ## How to Calculate Cart Abandonment Rate As long as you carefully track your online sales data (or lack of sales, as the case may be), it’s actually quite simple to calculate cart abandonment rates. “Here is an example cart abandonment rate calculation,” says Anthony May, founder of Need An Attorney. “If 1,000 shoppers added products to their cart, but only 300 completed the checkout, the cart abandonment rate is 70%. That’s not an exaggeration, either: Industry average cart abandonment rates typically range from 60% to 80%, depending on the industry and platform.” ## What Causes Cart Abandonment? There are many things that can cause cart abandonment, and I will discuss what are arguably the four most common causes here. But first, remember that sometimes a “customer” may have simply been browsing for fun (window shopping, for example) or else looking for a price comparison. You’re never going to achieve 0% cart abandonment, but these issues may well be driving up the numbers. ### A Frustrating Shopping or Checkout Experience Today’s customers want a seamless experience as they navigate your website or app, from the process of finding the right products, to sorting by size and color and such as applicable, and as it pertains to the actual checkout process. If there are too many steps to be completed and filled out prior to making that purchase, many customers will grow frustrated and impatient, and will simply bounce, potentially to a platform like Amazon where they know the buying process is truly simple. ### Hidden Fees and Shipping Costs If there is one thing that shoppers universally hate, it’s hidden fees that are tacked onto a purchase. Service fees, processing fees, and the like are the perfect way to ruin a sale. Additionally, people have grown to loathe shipping costs. As much as you can reduce shipping rates or even offer free shipping — potentially once a customer’s total purchase exceeds a certain value — you help to ensure a completed sale rather than an abandoned cart. ### Limited Payment Options People want to pay the way they want to pay — it is as simple as that. You must offer multiple payment methods if you want to minimize cart abandonment. At the bare minimum, you should accept credit cards and debit cards, Apple Pay, and PayPal, though there are other forms of payment you should strongly consider as well. ### Required Account Creation Always offer a guest checkout option to your customers. Some people may want to sign up for an account that will potentially get them discounts and benefits over time, but someone who is dropping into your site for a one-time purchase will quickly bounce out again if they are required to create an account just to complete a sale. It’s better to offer a quick and easy checkout, and hope the person has a great experience that will later encourage them to become a more loyal follower of your brand. ## How to Improve Your Cart Abandonment Rate Thinking through the experience your customers are having on your site or mobile app is the best way to reduce cart abandonment, so self-audit the entire shopping process with extreme objectivity, seeking out any pain points causing confusion, frustration, or delay. ### Make the Payment Process Painless An overly complicated checkout process is a reliable way to lose a sale. Any would-be customer who is the least bit on the fence about a purchase will very likely bounce if it’s difficult to complete the sale. “To reduce abandonment, e-commerce businesses should simplify their checkout process by looking to offer guest checkout options or even implementing apps like Shop if your website is on Shopify — anything for a quick process,” advises client development manager Ben Duffy of Quirky Digital. ### Offer Cheap or Free Shipping Offering free shipping, or at least very cheap shipping, is one of the best ways to ensure a lead converts to a buyer. “We’ve decreased our abandonment rate by providing a free shipping minimum,” says Amra Beganovich, co-founder of Amra & Elma, adding that the shipping offer was one of “the fixes that were implemented one by one, so we could observe what had real impact.” If you can’t afford low or free shipping costs, at least don’t allow for any surprises. “We’ve seen success lowering our cart abandonment rate by adding dynamic shipping estimates,” Kroeker adds. ### Optimize Your Site and App Ensure that your website and mobile app are well optimized for easy navigation and have a design and layout that makes for a pleasant and inviting experience. The easier it is for a customer to work his or her way around your site or app, the less buyer fatigue they will experience, and when it finally comes time to make the purchase, the more likely they are to go ahead and click that button, locking in the sale. ### Send Follow-Up Emails Remember, a cart abandoner was close to making the purchase — a little nudge may bring them back, especially if the nudge is made with incentives. “Using abandoned cart email reminders that offer support rather than pressure can bring buyers back,” says Kroeker. ## Key Takeaways There are many causes for cart abandonment. “Unexpected costs is the number one reason,” says May. “If the price jumps at checkout, people dip.” Then, there’s forced account creation. “Nobody wants to ‘sign up’ just to buy a $12 t-shirt,” May adds. A complicated checkout process with too many steps or forms equals frustration, too, and security concerns or a slow glitchy website can also cause bounces. Limited payment options is another major problem. ## Frequently Asked Questions (FAQs) ### Is cart abandonment rate different on mobile than on desktop? Yes, according to data from OptInMonster (and cross-referenced elsewhere), there is a notably higher rate of cart abandonment on mobile devices versus desktop computers. The average rate of cart abandonment on mobile is around 69.02%, while the desktop computer average is 62.11%. This means that mobile users are around 7% more likely to abandon their shopping carts before completing a purchase. ### What technology can I use to optimize cart abandonment rate? To reduce cart abandonment, you need to increase positive engagement with shoppers. You can try AI-powered chatbots or, better yet, live chat options with a human, automated curated follow-up emails with offers that draw people back, and exit-intent popups that appear when a person seems ready to leave the site and that feature offers and discounts. ### What is the average cart abandonment rate in e-comm? Depending on myriad factors, such as the type of business and products in question, online cart rate abandonment percentages are usually between 60 and 80%, thus most marketing specialists settle on 70% as the overall average. If you experience cart abandonment at or below 60%, you can consider your online sales a success. On the other hand, if more than 80% of cards go abandoned, you definitely need to address the issue immediately. --- ### Carousel Ads: Best Uses and Formats Explained URL: https://www.taboola.com/marketing-hub/carousel-ad/ Last Modified: 2025-05-20 10:30:45 Rich digital media has matured and expanded fast in just the past few years. Website speeds, curious users, and modern design tools have all combined to offer new, engaging visual ways to present information. With the rising costs of social and search channels, it’s time for digital marketers to explore new, more engaging types of content ## What Is A Carousel Ad? You’ve likely seen carousel ads on social media feeds such as Instagram and Facebook. This type of ad contains multiple images or videos to swipe through in a horizontal direction. A carousel ad may contain just a few images or many, to entice a reader to keep scrolling. The rotating effect led to the “carousel” name for these, similar to a conveyor belt. Carousel ads have become a way for brands to show off multiple products in one place, making them a natural fit for B2C companies selling shoes or clothes, for example. But, companies in B2B across industries and verticals can also take advantage of this fresh format to engage their readers. ## The Benefits of Carousel Ads User fatigue (customers tired of seeing the same ads repeatedly) and creative fatigue (marketers exhausted from trying to continuously produce new ads) are real problems for modern digital marketers. Web visitors are continually bombarded with ads, images, and videos, so standing out in the crowd is more essential — and more challenging — than ever. Carousel ads are one type of creative that can help drive a user along the path to conversion. They’re more visually engaging, they offer user control and interactivity, they’re a fun experience, and they generally outperform single-image ads. Some of the key benefits of carousel ads include: - Showing multiple products or offerings in one place. - Exploring or explaining multiple features of a product. - Telling a deeper story with existing data or content. - Getting higher engagement and click-through rates for the cost. ## Carousel vs. Single Image vs. Video Ads Each of these ad types has its place in a modern marketing mix. When you’re deciding what type of ad to create and promote, there are some key features to keep in mind. Carousel Single Image Video Standout Features - Image variety. <li">Efficiency of messaging. - Concise messaging. - Easy to create. - Popular format. - Good for social media. Best For - Showcasing multiple products or features. - Breaking through user fatigue. - Promotions or specific product highlights. - Simple narratives. - Limited time or budget for creative. - Product demos. - Explaining complex information or telling a broader story. ## How Do Companies Use Carousel Ads? Carousel ads offer businesses and marketing teams a lot of room to be creative with the format. Companies use carousel ads to tell a story, highlight how a product works, describe the results of a survey or report, and much more. Start planning and brainstorming based on what images, videos, or data points you already have in-house to showcase in a carousel ad. Your design partners can help experiment with how to tell stories in a carousel, or use your advertising platform to automate some of the work. ## Best Strategies to Create and Use Carousel Ads Using carousel ads can boost engagement and click-through to your site. Here are some strategies to keep in mind when you’re getting started with carousel ads. ### Tell a Story Use your images and the carousel format wisely to create an experience for readers. If you’re displaying survey results, create a narrative that the carousel can illustrate. Make sure a carousel of new product features is focused on user needs and paints a cohesive picture. If you’re showing off seasonal clothing, choose images that reflect current trends and entice readers to keep clicking. ### A/B Test Carousel ads offer plenty of room to experiment and A/B test compared to single-image ads. You can change the image order, alter where and how much copy you use, and swap out the links to see what works best. Like any marketing tactic, though, test one variable at a time and then incorporate learnings into your current and future carousel ads. ### Use the Platform Features Take advantage of the built-in features of Facebook, Instagram, and LinkedIn when creating these types of ads. For example, Facebook allows you to show your best-performing cards first, and Instagram can automatically apply custom positioning. Use any marketing tools available to you as well, to help create carousels. ## Carousel Ads Best Practices ### Be Thorough Carousel ads naturally take more time and effort than other ad types, especially if you’re just getting started. Use all the elements available, such as the headline, description, URL, and CTA (call to action) button, so each image or card is optimized. Carefully consider where readers will land if they click through your ad, such as a dedicated landing page to further the experience. ### Choose the Creative Carefully With carousel ads, engagement is the goal, so use high-quality images and videos and concise copy. Each card should be on brand and work together with all the other cards. You should experiment with different card sequences or use built-in tools to help. ### Know the Specs Each social media channel has its own carousel ad specs, including the size and shape of the images, the copy length, and how many images are allowed. For example, Facebook allows anywhere from two to 10 images in a carousel, while Instagram’s guidelines vary. Decide upfront which channels you’ll be placing the carousel ads on so you can be prepared with all the necessary creative. ## Carousel Ads for B2B Companies Carousel ads are often a natural fit for B2C companies selling products directly, since retailers already have a huge number of nice photos to create carousels. But, there’s lots of potential for B2B companies to use carousels to educate and entertain readers as well. ### Do They Work Well for B2B? B2B marketers can find lots of ways to incorporate carousel ads into their campaigns. LinkedIn carousel ads are most likely the best place to start, as the engaged, business-focused audience there can be targeted and segmented. LinkedIn carousel ads can help meet a variety of business goals. ### Do They Work Well for Lead Generation? Make sure you use a variety of CTAs throughout a carousel ad to encourage interaction and follow-through from a reader. ### Carousel Ads Ideas by B2B Campaign Type The sky’s the limit for how you apply the carousel ad format for your business and marketing goals. Consider these ideas: #### Webinar or Event For a webinar or other event, whether online or in-person, a compelling carousel ad can encourage potential attendees to sign up. Include some strong copy on what benefits the event will offer, plus all the attendance details and the registration link. #### SaaS Product B2B SaaS providers can use carousel ads to illustrate their product’s benefits with engaging details, such as customer quotes or short case studies. Carousel ads can also show off product highlights in a unique way. #### Feature or Product Launch Try announcing product milestones or important releases using a carousel ad to complement the press release, blog, or other content. You can show off the benefits to prospects quickly this way. ## Carousel Ads and Performance Carousel ads are a standout for digital marketers because they generally outperform single-image or other typical ads. This is for a few reasons: - Engaging: Carousel ads are highly visual, so audiences are drawn to them and prompted to act. - Interactive: Carousel ads allow readers to scroll or click through immediately, so they’re interacting with your brand even before getting to your site. - Cost-effective: Carousel ads are targeted like any other social media ad, so you can create ads and target them accordingly — and cut through creative fatigue. ### How to A/B Test Carousel Cards Like any other marketing experimentation, you can apply A/B testing to your carousel ads by creating two different versions and seeing which one your readers like better. Carousel testing should include the copy and CTA, but also some items specific to this format. Try testing these variables in particular for carousel ads: - First slide: This will catch a reader’s attention (or not), so see which slide keeps readers clicking or scrolling through. - Number of slides: When does the audience stop scrolling? If there are too many, try to consolidate. - Order of slides: Is your story or narrative cohesive, or can you rearrange the cards in a more appealing or logical way? - Style: Try using photos vs. graphics, simple vs. more complex, or different color palettes to see what resonates with viewers. ### Why Is My Carousel Ad Underperforming? A/B testing and general experimentation will help you understand the best way to use carousel ads for your business. If a carousel ad is underperforming, there may be a few reasons, such as: - Too much detail per card or slide. - Too many slides. - Illogical card sequence. - Low-quality visuals. - Lack of responsive design or mobile optimization. - Vague or non-relevant CTAs. ### What Kind of CTAs Work Best in Carousel Ads? As with other marketing tactics, a good CTA should be clear, simple, and give the reader information about what they’ll get from clicking. For carousel ads, ensure that: - You’re including a CTA button in each image description, when available. - The CTA goes to a dedicated landing page for the carousel (or the most appropriate page available). - The CTA is short and specific, like “Download the Ebook,” or uses active words like “Explore” or “Discover.” - You’re continually checking CTA performance by click-through rate and conversions to make changes as needed. ### How to Gauge Whether a Carousel Ad Performs Better than Other Ad Formats Use marketing performance metrics when you’re gauging how well a carousel ad is doing. These include click-through rates, conversion rates, and engagement rates. Pay close attention to social media metrics, such as shares, likes, and comments, if applicable. Also, measure cost-per-click (CPC) numbers — with higher engagement rates, carousel ads can easily have lower CPC than single-image ads. In addition, make sure carousel ads are aligned with your goals and have a specific outcome associated with them. You can use a carousel ad at any point in a marketing funnel, and can tailor them down-funnel to engage and convert users. The nature of a carousel ad means that you won’t always be able to compare it directly to other ads, like single image, display, or video, since they attract and engage readers differently. Build a benchmark based on how well carousel ads do specifically for your business, which you can use for future comparison and optimization. ### How Do I Build a Carousel Ad for Mid-Lower Funnel Stages? Like any ad you create and publish, you should outline your goals and desired outcomes upfront. Do the same thing for a mid- to lower-funnel carousel ad. If the goal is to convert users or make sales, how can you use a carousel to do that? You might include more product details and benefits, or lead with a tailored discount or offer. Other options for lower-funnel carousel ads could include highlighting a particular product category, or creating a quick step-by-step tutorial or lesson. Consider including testimonials, or tips from other users in a carousel format. Carousel ads can be very effective for a complex product, since you can break elements down into a visual story. ## How to Use Carousel Ads for Retargeting Consider plugging a carousel ad into your retargeting strategy to see how it performs. If a user looked at a specific product page on your site, you might retarget them with a relevant carousel ad. You can build the ad for this purpose, perhaps exploring the product details or creating a carousel of user comments, use cases, success stories, or product demo slides. ## Key Takeaways Carousel ads are an engaging, successful format for any business to try. They offer a new way to present information and draw in readers, and their creative possibilities are endless. Consider your audience, the story you’re telling, and the creative you have on hand as you’re getting started with carousel ads. ## Frequently Asked Questions (FAQs) ### How do I create an effective Facebook carousel ad? First, define your objective and audience, then create engaging visuals and copy, along with strong CTA links, to build the carousel. Use a variety of links and prioritize the first card to draw readers in. Facebook also offers carousel templates to help make the creation process easier. ### What are the image size and spec requirements for carousel ads on Instagram? Instagram carousel ads have a recommended image size of 1080 by 1080 pixels with a 1:1 aspect ratio. These carousel cards can be either images (JPG or PNG) or videos (MP4, MOV, or GIF), or a combination, with a minimum of two cards and a maximum of 10. Video file size can be up to 4GB and the longest video duration is 60 seconds. ### How do I track individual card performance in Facebook Ads Manager? Use Facebook Ads Manager to go to your campaign or ad, then “View Charts,” then go to the “Breakdowns” feature, and filter results by individual carousel card. You can see which card is driving the most clicks and conversions. ### What’s a good carousel ad layout for re-engaging cart abandoners? Put personalization and value first when you’re designing a carousel ad to re-engage cart abandoners. You can show the user which items they left in their cart, one per card, and offer a special discount if possible. Make sure to include a time component as well, so they feel an urgency to finish the transaction. --- ### Marketing Funnel: From Awareness to Purchase and Beyond URL: https://www.taboola.com/marketing-hub/marketing-funnel/ Last Modified: 2025-07-15 09:59:15 The marketing funnel, a product of an analog era, still holds a place for digital marketers today. It’s a way to operationalize the process of attracting prospects and turning them into paying customers, and it’s applicable across different types of businesses and industries. ## What Is a Marketing Funnel? The stages of successful marketing, from making someone aware of a company’s products or services to them making a purchase, are traditionally represented in a funnel shape. At the top, a company is bringing in as many prospective customers as possible. Then, through the middle and to the narrower bottom of the funnel, the business is moving those prospects through interest, consideration, evaluation, and purchase. The group naturally gets smaller through the stages, hence the funnel shape. ## Why Are Marketing Funnels Important? The marketing funnel has been around for over a century, and while a lot has changed, the overall concept remains important to marketers today. It’s a straightforward way to think about a customer’s journey, especially if a company is new, not well-known, or is expanding into new markets and growing new customer audiences. A funnel-driven marketing strategy ensures that there’s messaging and content available for a range of prospects. Marketers can use the funnel model to develop leads, contact them at the right times, and encourage them to purchase. A marketing strategy without a funnel behind it can easily lead to missed opportunities: One group of customers may hear from you too often, and another not at all. ## The Benefits of Marketing Funnels When you use a marketing funnel approach, you can build a repeatable set of messaging, tactics, and metrics for each stage of the journey. Funnel-aligned metrics show what’s working and what isn’t, so you can refine your tactics to reach prospects, leads, and existing customers in appropriate, engaging ways. The primary benefit of a marketing funnel is that it simplifies the overall customer journey. It brings visibility and measurability to any customer interaction points. That’s a bonus for customers and the entire marketing and sales team at a business. ## Types of Marketing Funnels (and Their Stages) Marketing funnels broadly look the same, but a few different funnel types have evolved over time. ### Basic Marketing Funnel This funnel is simple and straightforward, with three stages: - Top of the funnel (TOFU): Prospects become aware of what you offer. - Middle of the funnel (MOFU): Prospects are learning more about your offerings and considering a purchase. - Bottom of the funnel (BOFU): Prospects choose your solution and become customers. ### AIDA Marketing Funnel This type of marketing funnel contains four stages: - Awareness: Prospects become aware of your brand and what you offer. - Interest: Prospects start becoming curious about your brand and products. - Desire: Prospects move into seriously considering your offerings. - Action: Prospects make a purchase, subscribe, or complete another desired action. This is what performance marketing focuses on. This adds some nuance to the original marketing funnel and can help guide messaging through the four stages. ### Granular Marketing Funnel Depending on your marketing team, business goals, and maturity, you might segment the funnel even further to tailor your messaging and tactics. The granular funnel continues beyond point of purchase to keep customers coming back, developing long-term relationships and loyalty. - Awareness: Prospects become aware of your brand. - Consideration: Prospects start gauging what you offer against other options. - Conversion: Prospects make a purchase. - Loyalty: Customers come back to make repeated purchases. - Advocacy: Customers also recommend you to others, leave reviews, or otherwise endorse your brand. ## How to Create a Marketing Funnel The basic marketing funnel is well known, but every business will have their own version. Here’s what to consider to create the right one for your needs. ### Map to Marketing Goals Most likely, your goals in using a marketing funnel are to generate and nurture leads. But consider any and all nuances, such as whether your brand is well known or not, how much budget you can apply to each stage of the funnel, and what content and channels are already available and activated. ### Consider Your Customers’ Needs Are your customers new to your company or industry? Are they looking for a solution to a problem at work, or are they coming in as a consumer? A business-to-business (B2B) company selling a complex product should include lots of educational material in different formats, while a business-to-consumer (B2C) company might focus much more heavily on brand awareness. ### Use All Available Data You might be starting out with the analytics basics when you’re building a funnel, but use the knowledge you have of your target audience, product, and industry to get started. Then, measure initial results of your funnel strategy to see where users are engaging and what you might be missing. You’ll refine as you go to reach more prospects and make the funnel work for your business. Performance marketing platforms offer first-pary data insights and targeting capabilities to strategically optimize ad placements and budgets. ## TOFU Marketing Funnel Best Practices The top of the funnel is the biggest part, and filling it up will lead to more high-quality leads down the road. Here are a few areas of focus when you’re building out your top-of-funnel practices. ### Create Organic Content A strong web presence is essential for building a brand and establishing its authority. Create relevant, educational, useful content that’s SEO-friendly so your site ranks well in search. Make your site a resource hub to draw in prospects who can then take further action. ### Place Ads Digital marketers have plenty of options of where to place awareness ads, including social media channels and paid search, along with sponsorships in multiple formats. ### Be Creative If you know who your target audience is, start finding where they are online. Consider podcast appearances or sponsorships, contributed articles, or short video series to attract prospects. ## MOFU Marketing Funnel Best Practices Middle-of-the-funnel tactics should be aimed at continued engagement with your prospects and more interaction as you identify and nurture leads. Here’s what to keep in mind. ### Act as a Partner How are you helping solve problems with your products or services? Start with this mindset in creating MOFU content, rather than focusing strictly on getting to a sale quickly. For B2B companies, this is critical. Show users how the product works and what it can do for them, and offer educational content and customer stories to back up your claims and build trust with prospects. If you’re sending emails to prospects, make sure they include concrete, useful information. ### Offer Something of Value At this stage of the funnel, you want to collect contact information. Knowing your audience will translate into knowing what the best free offer is for them, whether it’s a guide, e-book, webinar, or free trial. These lead magnets require the user to enter their email address, so make sure it’s worth their while. ### Be Authentic Whether you’re writing email copy, an e-book, a social media post, or other mid-funnel activities, keep your user and their challenges front and center. Savvy users can tell when they’re being sold to, and too much jargon or repetitive language is a turnoff. Speak directly and use succinct language to communicate how you can help. Use strong creative to stand out from the crowd. ### Use Data Wisely How can you keep your company and its offerings top of mind for leads? There are various ways to get in front of them after they’ve expressed interest. Implement lead scoring to understand where to prioritize efforts, and retarget website visitors appropriately. You can personalize content to leads based on what you know about them, such as which industry they work in. Use the data you’ve gathered to segment email lists, too. ## BOFU Marketing Funnel Best Practices This funnel stage focuses entirely on closing the deal. Here’s what to keep in mind: ### Time It Right You may have been nurturing a lead or group of leads for some time, but how can you close the deal? Consider ways to add some urgency, such as with a limited-time offer. ### Curate BOFU Content This funnel stage might depend on a great case study, landing page, or comparison page, depending on your audience. Whatever the content, it should continue to be useful and straightforward, answering any and all questions your prospect has. ### Use Your Resources Explore all the available data to see what content a user consumed just before purchase, or whether they had a live conversation. Ask your top sales reps what objections they’re hearing and how they overcome them, then build content to explain and educate in those areas. You can also consult with customer support or account managers — anyone who’s close to customers as they’re at the decision point of purchasing or renewing — to gather insights and tailor your approach accordingly. ## How to Measure Your Marketing Funnel Performance At each funnel stage, there are some common metrics to gauge: ### TOFU Metrics - Page views on your site. - Unique site visitors. - Organic traffic to your site. - Keyword rankings. - Impressions of social media posts. - Click-through rate on posts or ads. ### MOFU Metrics - Time on page. - Scroll depth. - New leads generated or qualified. - Bounce rate from your site. - Subscriber or email list growth. ### BOFU Metrics - Conversion rate. - Return on ad spend (ROAS). - Sales closed or new subscriptions. ## How to Optimize Your Funnel Strategy If you’re starting out with a basic marketing funnel strategy, you might make some educated guesses or test hypotheses at the beginning of the journey. As soon as you have some data, though, you can start optimizing the overall marketing funnel strategy. Optimize your funnel strategy by considering these areas: - Are users moving easily through the funnel, or are there obvious points of drop off? - Is the right content getting in front of users at the right time? - Are there missing content pieces or missing touchpoints during a user’s journey? - Is your lead scoring accurate, and are your efforts appropriate for high-quality leads? - Are you capturing the desired audience in your marketing funnel? ## Key Takeaways The marketing funnel has stood the test of time, and it remains a key player for digital marketers today. While there’s still a primary funnel to follow as a way to get started segmenting and targeting prospects, marketers can tailor the funnel for their particular audience and goals. ## Frequently Asked Questions (FAQs) ### What is the evolution of the marketing funnel? The marketing funnel, first created in the non-digital era, has held up well for many years. What’s changed around it is the digitalization of marketing. With that, consumers don’t follow as much of a linear path, and may hop between funnel stages during their online experiences. ### How are B2B versus B2C marketing funnels different? Most B2B marketing funnels are more complex than B2C funnels, and the B2B sales cycle usually takes longer with the education needed throughout the funnel. In addition, B2B customers interact more with sales reps at the purchase stage, while B2C customers go through the funnel without much business interaction. ### What is a marketing funnel versus a sales funnel? A marketing funnel and a sales funnel are not usually separate strategies. Marketers generally handle the top of the funnel, getting prospects in and then turning them into leads. The sales team gets involved further into the funnel, such as qualifying leads in the middle of the funnel, and the bottom of the funnel is the main area of collaboration between teams, as both teams work to close deals. ### Discounts versus case studies at the MOFU stage: Which is better and when? In the middle of the funnel, prospects are generally looking to learn more about a company’s products and offerings. Case studies are more appropriate here to educate users and help illustrate how your offerings have helped other similar businesses. If a discount is available, consider saving it for the bottom of the funnel, particularly to help push a prospect toward a purchase. ### How do I turn blog readers into leads and customers? Consider the ways you can engage blog readers throughout the post. Start a conversation with them, such as by including a simple, unique call to action (CTA) in the middle and at the bottom of the post. You could point to a discussion group or forum for a technical product, invite them to a relevant webinar, or show them a sample of a free newsletter that offers tips and tricks. Make sure to change CTAs often and choose them carefully for the blog post topic and intended audience. If possible, keep track of time on site, number of pages visited, and multi-touch attribution so you can retain the reader’s attention longer and tailor their journey based on their interests. --- ### Call to action: CTA in Marketing Explained URL: https://www.taboola.com/marketing-hub/all-to-action/ Last Modified: 2025-11-25 12:20:59 When you hear the words “call to action” you might first picture troops going up and over the side of the trench into combat, or a movie director setting their actors in motion during a take, but when marketers think of call to action, it’s an entirely different story. A call to action, or CTA, “is a prompt that converts interest into action,” says Juan C. Rezk, chief marketing officer at Certus, adding that, “The best CTAs use psychological triggers to drive urgency, grab attention, and get clicks.” More often than not in digital marketing these days, the action referred to is indeed clicks. The best CTA to get those clicks — and whether said clicks are on a “Buy It” button, a “Join Our Newsletter” link, or in some cases simply a like or a follow — that’s all part of the larger story I’ll tell today. But first, before I get to the clicks and other actions, often also known as conversions, let’s go a bit deeper on the call that gets people there, the CTA itself. ## What Is a Call to Action (CTA)? A CTA takes many forms, but the goal is always something along the lines of prompting a member of your audience to close some form of deal, be it something major, like a purchase, or something decidedly less monumental, like clicking through to a website. But, whatever that action may be, it has to be timely. “A call to action is a marketing term for a prompt that asks for an immediate response from an audience,” says Anthony May, founder of Need An Attorney. “Whether it’s a button, a link, or a piece of text, a CTA guides potential customers toward a specific action, like signing up to a newsletter, downloading a resource, or buying a product.” A CTA is not a piece of information to be digested later, and it’s not a suggestion made passively — it requests a specific, clear, and immediate action. “The best CTAs are clear, action-oriented, and persuasive,” says May. “They create a sense of urgency or highlight a benefit so users can’t help but click. For example, instead of a generic ‘Learn More’ button, a more compelling CTA could be ‘Get Your Free Guide Today!’” ## Why Is a Call to Action Important? Remember when I discussed the soldiers going over the side of the trench into combat earlier? Let's revisit that area of thinking for a moment. Picture the best-trained soldiers in the world traveling halfway across the planet, marching for miles into the mountains or forest, and then, just before they finally confront the enemy, their general just kind of wanders off without giving any real orders. What is to be done with all of that training, and all of that effort in getting where they needed to be, if there was no actual call to action given? It would be at best a waste of time, and at worst — especially in this allegory — a disaster. The fact is, you can run the most successful marketing campaign around, you can have a great-looking website, a strong social media presence, and all the rest of it, but if there are not specific actions that are easy for your audience to take, then you’re not going to get the conversions you need to make it all worthwhile. Well-placed CTAs catch your audience when they are already primed to take action, such as at the end of a hilarious ad or the bottom of a compelling article, and lead to a greater conversion success rate than a more passive approach. ## What Are the Components of a CTA? A strong CTA in a digital context should be clear, concise, and compelling, with action-oriented language meant to directly motivate the desired behavior. ### Action-Oriented Language Always use action-oriented language, i.e., strong verbiage that clearly indicates a desired action, like "Buy Now," "Download Here," "Sign Up," "Learn More," or "Get Started," to name a few examples. Always avoid bland and generic phrases, like “Click Here” without adding more information. ### Value Proposition Next, make it clear that there is a value proposition, so clearly highlight the benefits and explain what a user stands to gain by taking the action. Maybe they’ll score a great deal, take advantage of a limited-time offer, or get a scarce resource. ### Visual Appeal and Placement Next, consider the visual design and placement of your CTAs. Make them stand out by using color, size, and savvy placement to ensure the CTA is easily visible and will appear at a place where a reader/viewer is already motivated, like the end of an article, as noted before. On a more basic level, ensure your CTA button or text contrasts well with the surrounding content and won’t get lost among busy images or heavy text blocks. In short, remove any barriers to easy action being taken as you place calls to action. ## Types of CTAs Online marketing CTAs come in various forms, many of which will be familiar to most people. The most common include button-based CTAs, social media CTAs, purchase CTAs, engagement CTAs, form-based CTAs, “read more” CTAs, and pop-up CTAs. Each of these (and other examples) are designed to encourage specific actions from users. Let’s look at a few of the most common and effective ways to place a CTA. ### Button CTAs These create a clear and prominent call to action, and are often used on websites and emails. Examples include: "Download Now,” "Get Started," or "Try for Free." ### Social Media CTAs This type of call to action encourages users to share content on social media platforms, with examples being: "Share on Facebook," "Tweet this," "Share on LinkedIn," and so on. ### Lead Generation CTAs These aim to capture leads, or potentially invested customers, and to build a subscriber base. Examples of lead CTAs are: "Sign up for our newsletter," "Download our free catalog," "Request a demo," or "Start a free trial." ### Form-Based CTAs These aim to directly collect user information for various purposes, such as newsletters, registrations, or contact requests. A form is one of the most straightforward ways to collect a lead’s info, and you can expect anyone who takes the time to complete a form to be a solid lead. ### Pop-Up CTAs Pop-ups capture attention and encourage immediate action, so they’re often used for specific offers or promotions. Examples include: "Limited time offer," "Don't miss out," and "Claim your discount." But use these like the proverbial spice, as pop-ups can be annoying and even counterproductive at times. ## How to Create Calls to Action that Drive Clicks ### Create a Sense of Urgency or Scarcity As May pointed out earlier, an ideal CTA is easy to understand, action-oriented, and persuasive. “They create a sense of urgency or highlight a benefit so users can’t help but click,” he says. “For example, instead of a generic ‘Learn More,’ a more compelling CTA could be ‘Get Your Free Guide Today!’” Adding language like “before the offer ends,” “while supplies last,” or similar can help even more. ### Use Language That Subtly Compels “One underrated CTA trick is mirroring the user’s internal dialogue,” says Vikrant Bhalodia, head of marketing and people ops at WeblineIndia. “Most teams write CTAs based on what they want the user to do. The more effective ones are written in the active voice, but the truly effective ones are written from the user’s point of view. For instance, instead of saying ‘Get Your Free Trial,’ try, ‘I Want to Try It Free.’ That simple perspective shift increases engagement, especially in retargeting ads. It feels like the user is taking action on their own terms. I’ve used this across landing pages and emails, and the lift in click-throughs is often noticeable — sometimes 20-30% higher. This approach taps into micro-commitments and creates a subtle feeling of ownership. It’s not flashy, but it works.” ### Use the Right CTA for the Medium “Website and email CTAs aren't the same, which marketers often overlook,” says Joanna Borkowska, head of content marketing at 6Minded. “The first ones live in a broader context and have fuller copy, while the second ones must immediately pop. For example, your website CTA prompting the download of a solution data sheet can say, ‘Discover All Benefits of Cloud-Based Automation.’ But in an email, you want to cut to the chase, with, ‘Claim Your FREE Copy’ and spark immediate action. Email's a quick and impatient medium, lacking the rich context that a website provides — your CTAs have to reflect that.” ### Try Playful Language Know your audience, of course, but if they’re a group that tends to respond to a bit of humor and laid-back approaches, lean into that. “A strong CTA isn’t just functional, it’s a direct extension of your brand’s voice,” says Jaci Lund, founder and creative director of Treebird Branding. “For example, for friendly and casual, try, ‘Let’s make this happen! Grab yours today.’ And for the even more irreverent or playful, maybe try, ‘You know you want this. Add to cart!’ The key is making sure your CTA doesn’t just tell — it connects. It should feel like an organic part of the conversation you’re already having with your audience.” ### Keep It Direct Playful wording aside, don’t overdo it with the sheer word count. “The call to action must remain short as well as direct,” says Tracie Crites, chief marketing officer at Heavy Equipment Appraisal. “Confusion occurs whenever sentences extend beyond simple lengths and include complex verbalization. The most effective CTA buttons are usually direct phrases like ‘Shop Now’ or ‘Learn More.’” ## How to Optimize CTA Conversions To optimize your CTA conversions, focus on wording and imaging clarity, a clear demonstration of value, and on creating at least some sense of urgency. ### Visual Appeal Making your CTAs visually striking and strategically placing them in your content or on your site or app will lead to the most conversions. Use contrasting colors, bold fonts, and eye-catching graphics that ensure your CTA button stands out from the rest of the page or app. Making sure there is some good white space around the button, link, or graphic can do wonders. ### Communicate Value Always make sure to communicate the value or benefits a user stands to receive by taking an action, whether it's scoring a deal, gaining access to exclusive content, getting a free trial, or joining the proverbial gang. ### Placement As noted many times now, carefully consider where you position your CTA on a page, app, social feed, or video, ensuring it's easy to find and click. ### A/B Testing Finally, be ready to do A/B testing. Try out different CTA variations (different copy, different fonts and colors, different placement, single CTA vs carousel cards, etc.) to see what works best for your audience, and be ready to meet them where they are, abandoning less effective CTA design and placement. ## Key Takeaways “A strong call to action (CTA) guides users toward a conversion, whether it’s making a purchase, signing up, or simply learning more,” says Ummar Rashid, an SEO specialist with Digital Willow. “CTAs help reduce bounce rates and improve on-site engagement, which can indirectly support rankings. The key is clarity and relevance. Your CTA should align with the user’s intent and appear naturally within the content flow. Phrases like ‘Explore more,’ ‘Start your free trial,’ or ‘See our latest offers’ perform well when they match the user's journey stage.” Your CTA should never feel forced, jarring, or coercive. Instead, it should seem like it came along at just the right time, appearing right when a potential lead was already primed to take action, albeit likely unbeknownst to them. In other words, keep it feeling organic. “A call to action works best when it feels like a natural part of the brand experience, not something bolted on at the end,” says Ross Palmer, founder and creative director at Kenfolk. “Whether it’s on a website, in an ad, or part of an email, the CTA should feel visually and tonally consistent with the rest of the message. From a design and branding perspective, it’s about creating flow: If the brand has done its job well up to that point, the CTA should simply guide the person toward what’s next, clearly, confidently, and without friction." ## Frequently Asked Questions (FAQs) ### What is a CTA example? We tend to see CTAs so often that we don't even notice them anymore, but every time you’ve clicked on a button that said “Sign Up Here” or tapped a “Try it for Free” link in an app, you have just completed a call to action. If indeed that CTA was well placed by marketers, it seemed like a seamless part of your online experience, not a new step in the marketing process. ### What are the action verbs in CTAs? The language in a CTA has to be compelling and directive, not passive. Effective calls to action use action verbs to encourage a potential lead to take immediate action, such as "buy now," "subscribe here," "download now," "join now," or "get started." ### Are there tools to create CTAs? There are many online tools you can use to generate CTAs, including a number of easy AI-powered generators, like Writesonic, Hoppy Copy, and Frase, as well as platforms like HubSpot. --- ### Ad Spend: A Complete Guide for Small Businesses URL: https://www.taboola.com/marketing-hub/ad-spend/ Last Modified: 2026-04-28 09:57:32 Consumers are constantly bombarded with marketing messages, whether they’re binge-watching a new TV series or scrolling their social media feeds. For businesses, that means finding ways to stand out, without wasting limited ad dollars. By tracking ad spend, brands can advertise more intentionally and boost returns. In this article, I’ll break down what ad spend is and how to strategically manage it. ## What Is Ad Spend? Ad spend, short for advertising spend, refers to the amount of money a business is currently spending on their paid advertising efforts. This can include digital platforms like Google, Meta, YouTube, LinkedIn, and TikTok, but it can also encompass traditional media like billboards, TV and radio, and print advertising. “In simplest terms, ad spend is how much money you are paying a selected channel to distribute your marketing messages,” says Magda Marchowska-Raza, assistant professor of marketing at North Dakota State University. ## Why Is Ad Spend Important? Optimizing your advertising efforts starts with an awareness of how much you’re spending. With that information, you can calculate metrics like: - Cost per acquisition (CPA): The total cost of each new customer your advertising effort brings. - Return on ad spend (ROAS): The return you get on every ad dollar you spend. - Return on investment (ROI): Similar to ROAS, ROI calculates your return, but ROI looks at the overall profitability of your ad expenditure. - Customer lifetime value (CLV): The average long-term value of each customer who engages with your ads. These metrics help you gauge ad performance, decide when to scale or pause, and plan future budgets. ## How Is Ad Spend Calculated? Ad spend includes all the money you put into your advertising campaigns, including: - Direct platform spend: This relates to the total amount you invest in your ads on platforms like Google and Facebook, including platform fees. - Software: If you spend money on third-party tools for campaign automation, graphic design tools, or analytics, include those funds in your calculation. - Creative services: This includes costs for graphics, copywriting, or videos, but only if you bill it per campaign. - Professional fees: Any services you pay to manage your ads will need to be included in your expenditure. To arrive at your calculation, you’ll simply add all those costs to get the spend. You can then compare that figure to your earnings to get a feel for each ad’s effectiveness. ## Ad Spend vs. Return on Ad Spend (ROAS) Ad spend is only part of the equation: You’ll also need to track the return you’re getting on that money. That’s where ROAS comes in. You can determine your ROAS using the following equation: Revenue from ads ÷ ad spend = ROAS For example, if you put $2,000 into a Facebook ad and generate $8,000 from that ad, your ROAS would be 4.0. That means that for every dollar you spend on that ad, you earn $4 in revenue. ## Ad Spend Post-iOS 14 With the introduction of iOS 14 in 2021, the digital marketing landscape changed dramatically. The update enhanced privacy protections for users, making conversion tracking harder and prompting many advertisers to rethink their strategies. Before the update, advertisers relied heavily on user past behaviors and demographics. Today, many advertisers use tools that harness the power of artificial intelligence (AI) to predict how users will behave — essentially, they identify user intent, rather than user identity — adjusting ads to appear when they’re most likely to convert. ## How To Manage Ad Spend To Maximize Your ROI ### Set Measurable Goals Measuring performance starts with knowing what you’re hoping to achieve. Each campaign should be tied to a specific key performance indicator (KPI). That outcome could be increasing leads or boosting sales. Setting goals is the first step toward measuring your efforts. ### Test Creatives Across Multiple Formats Static images and text struggle to grab attention in 2025. Test various ad formats to remain competitive and prevent ad fatigue. ### Lean Into Predictive Targeting Instead of focusing on historical data, consider using tools that can help you target audiences in real time based on their likeliness of converting. This will help stretch your spend even further. ## Planning and Budgeting Ad Spend Effective ad budgeting starts with understanding what you’re selling, which customers are most likely to respond to your ads, and where your ads will appear. Instead of picking a number, start by reverse engineering the process and consider your ultimate goal(s) first, then work to estimate how much it will take to achieve those goals. I’ll break it down by topic area and cover the most common questions marketers ask. ### Product Value: How Much Should I Spend on Facebook Ads for a $10,000 Product Launch? If your product is a big-ticket item costing $10,000 or more, it’s important to budget for a longer customer journey. Chances are, someone isn’t going to take one look at your product and click the “buy” button. As a general rule, companies spend 7% to 10% of their annual revenue on their marketing budget, so look at your revenue and calculate a percentage you’re comfortable spending. If you want a guideline, for a budget breakdown, a Facebook ad spend of $1,000 to $2,000 is reasonable. However, keep in mind that all Facebook ads go through a learning phase and during that initial time, you may be disappointed in the results. On the other hand, pay attention to the rise of CPM costs of your Facebook campaigns to evaluate if and how to diversify your channel mix. ### Company Type: What’s a Good Daily Ad Spend for a SaaS Startup Targeting SMBs? Software-as-a-Service (SaaS) companies face unique challenges in that they typically have an education component. Even if your solution has the easiest interface in the industry, its benefits need to be communicated to potential buyers. Since your ad faces a longer decision cycle, a small daily spend like $50 to $100 can achieve results without blowing through your ad budget. Platforms like LinkedIn and Google can be especially effective for B2B marketing. ### Performance Channel: Creating a Monthly Ad Budget Breakdown for Google Ads, LinkedIn, and Meta If you’re targeting multiple channels, you’ll need to customize your budget for the unique environment of each. Below is a sample breakdown for a marketer who has a $5,000 monthly spend to divide between Google Ads, LinkedIn, and Meta: #### Google Ads 50% of your budget ($2,500): Google Ads can be highly effective in reaching those who are searching for the type of products or services you sell. As you’re setting up your ads, focus on high-intent keywords and branded search. You can also use Performance Max or Search with Ad Extensions to maximize your campaigns. #### Meta 30% of your budget ($1,500): With nearly 70% of the global social media market, Facebook is impossible to ignore. To build awareness, put some of the money into both broad and lookalike audience campaigns, but make sure you also invest some of your efforts into retargeting engaged users. #### LinkedIn 20% of your budget ($1,000): LinkedIn has a higher CPC, but if you’re a B2B marketer, it’s the best place to put some of your spend. When setting up your ads, target decision-makers using Sponsored Content or Lead Gen Forms. ### Creative/Ad Strategy Strategy is always top priority when it comes to campaign planning. But budget is an important consideration, as well. Here are some examples of creative/ad strategy based on different budgets and business types. #### Create an Ad Strategy for a $1,500 Spend Targeting Construction Companies Google Search is a great place to start with your ads targeting construction companies. You can target terms like “commercial roofing services” or “construction software.” You can split that spend with Meta, where targeting job titles and interests like contractors or builders can be a sound strategy. #### What’s a Lean PPC Strategy for a New AI Startup? Although it can be pricey, LinkedIn is one of the best platforms for B2B advertising. By targeting job titles like chief technology officer (CTO), product manager, or operations lead, you can reach the key decision makers who are most likely to be interested in your offerings. Animated explainer videos or carousel ads are a visually appealing way to demonstrate your product. #### Suggest Ad Formats and Targeting for a $500 Test Campaign on LinkedIn With LinkedIn’s high CPC, $500 won’t get you far, but it can work for a test campaign. Start with targeting by industry plus job title — for example, manufacturing CEOs or procurement directors. A small-spend test campaign can be a great way to gather leads that you can later use for retargeting campaigns on Meta or through email. ## Key Takeaways Ad spend refers to your total financial output on advertising efforts. It includes your platform fees, creative services, and the tools you use to make and manage your ads. Successfully managing ad spend means tracking your ad spend and the revenue each ad brings in so that your future efforts will be fully informed. Understanding and implementing supporting strategies and technology in your performance campaigns is no longer an option in 2026. ## Frequently Asked Questions (FAQs) ### My ROAS is under 2.0 — what should I do with my ad spend? While a 2.0 ROAS isn’t ideal, it’s a great place to start. Robert Barrows of R.M. Barrows Advertising and Public Relations, says that in most industries, ad spend is about 3% to 5% of your projected gross sales, but the percentage can vary based on industry. “Of course, to the extent that you can, try to track how much your competitors are spending, and where, when, and how they are spending it, and what they are saying,” Barrows says. ### How do I optimize my ad spend across multiple platforms? Reaching customers in 2025 means choosing the right platforms and knowing how much to spend on each. A centralized tool can help you track performance across channels so you can shift your budget toward what’s working. “Think carefully about what you want to achieve,” Marchowska-Raza says. “Ask yourself: Am I choosing the right platform/message to achieve it? Am I targeting the right audience with that message?” ### If I spend $5,000 on Meta ads, what kind of reach or conversions can I expect? Facebook ads can vary dramatically from one business to another. If you’re putting $5,000 into ads, you’re likely to reach hundreds of thousands of people, but only a fraction of those will lead to clicks. You can increase those numbers by homing in on your ad creative and making sure it appeals to your target audience. Marchowska-Raza cautions against ad fatigue, though, which can have you tapping out audiences on a platform fairly quickly. “It occurs when a consumer is being served the same ad too many times, and consumers then stop responding to it,” she explains. “It could also be that we have focused on the wrong target audience, but then probably we would see a poor ROI throughout.” ### Where should I allocate a $3,000 ad budget: YouTube, TikTok, or Meta? YouTube, TikTok, and Meta each have unique audiences. YouTube is popular across all demographics, while Facebook and Instagram skew older. TikTok, on the other hand, has a youthful demographic that’s notable if your products tend to appeal to Generation Z. “Stick to platforms where your audience hangs out,” advises Iqbal Ahmad, director at Britannia School of Academics. “Set daily limits, test campaigns on small budgets, and scale once you’ve got solid data. And don’t forget — great landing pages convert better, so you need fewer clicks.” --- ### Banner Blindness: What It Is, And How To Fix It URL: https://www.taboola.com/marketing-hub/banner-blindness/ Last Modified: 2025-05-20 08:50:53 Consumers are constantly bombarded with ads, whether they’re passing billboards on the way into work or scrolling their social media feeds. Over time, this has led to something known as banner blindness, which means many of those advertising messages have become little more than white noise. If you’re investing in digital ads, banner blindness wastes money, so understanding banner blindness is the first step toward creating ads that combat it. ## What Is Banner Blindness? Banner blindness is a marketing term that refers to the way consumers tend to ignore advertisements in favor of focusing on the other information in front of them. Over years of browsing the web, the typical online user has become accustomed to looking past paid advertisements without even realizing they’re doing it. “Human minds naturally block advertisements from view, and it occurs especially when those ads appear in standard placement areas above or next to webpage content,” says Tracie Crites, chief marketing officer at Heavy Equipment Appraisal. “The effectiveness of ads has decreased because viewers no longer stop to notice them.” ## Why Website Users Will Ignore Your Ads Before you can battle banner blindness, you first need to understand it. Here are some of the top reasons consumers might skip your ads without registering them. ### They’re Focused on a Task When consumers land on a website, they’re usually focused on a specific goal, whether it’s researching a product, reading a news story, or looking for specific information. Ads that don’t help them reach that goal will be filtered out as they search for the information they need. To get around this type of tunnel vision, advertisers no longer focus on blasting the same ad to everyone who visits a particular page. Instead, they’re increasingly using AI-powered tools to deliver messages based on user intent rather than user identity. In other words, ads are delivered in real time based on the information the user is consuming. ### Users Shut Out Familiar Patterns By now, most consumers have spent years engaging with online content. That means they’re accustomed to typical website layouts: They know ad banners usually appear at the top, bottom, and sides of the page and that pop-ups have an exit or skip button. That makes it easy for them to shut out those ads in favor of reaching their goal. To stay relevant, today’s marketers need to find innovative ways to present ad content to consumers. This might be carousels, vertical ads, or immersive visuals that break the pattern and grab their attention. ### Ads Aren’t Relevant Users are even less likely to pay attention to an ad that has no relevance to them. If they aren’t in the market for a new appliance, for instance, they’re likely to ignore the appliance ads at the top of the page. Remarketing tools can help you reach the right customers, but privacy regulations have made that more challenging. Intent-based targeting has become a popular way for advertisers to get around these challenges. This type of targeting protects user privacy because it focuses on someone’s current online activity, rather than displaying ads based on demographics or identity. ## 4 Reasons to Reduce Banner Blindness Overcoming banner blindness can help you make the most of every ad dollar you spend. Here are some ways it will help you gain a competitive edge: ### 1. Increase Ad Engagement If your ads are designed to catch the eye of the users who view them, you’re far likelier to see engagement. By going outside traditional online ads, you can take your marketing efforts to the next level, increasing both visibility and engagement. ### 2. Improve User Experience Let’s face it — ads can get in the way of a good user experience. At best, a customer will battle the distractions and notice your branding, increasing awareness. At worst, the customer leaves the site, frustrated, and thinks less of your brand as a result. To reduce that risk, many marketers are now looking for ways to get the right ads in front of the right consumer at precisely the right time. ### 3. Boost Return on Ad Spend Every dollar you spend on ignored ads is a dollar wasted, so anything you do to prevent banner blindness can protect your ad budget. Automation tools that optimize your bidding strategy and the delivery of your creative can help you make the most of your ad spend. ### 4. Enhanced Brand Recall When customers ignore an ad, they never see your branding. However, if your ad is related to their interests and blends well with the site, they’re more likely to remember you. When they see information about your brand on other channels, that familiarity could lead to clicks and conversions. ## Measuring Banner Ads Interactions Now that we’ve explored banner blindness, it’s time to look at ways to monitor how it might be impacting your campaigns. Below are a few metrics to track to ensure your efforts are gaining traction. ### Click-Through Rate The first metric to monitor is click-through rate (CTR), which is simply a measurement of how many users click on your ad relative to those who see it. If your CTRs are disappointing, banner blindness could be the cause, but it could also be that your ads simply aren’t reaching the right consumers. If your CTRs are low, tweaking your creative is a good start. However, you should also consider tools that can target consumers based on intent, to reach those who are most likely to click. ### User Tracking Tools One of the best ways to gauge how your ads are performing is to monitor consumer interactions in real time. Heatmaps and scroll maps provide visual representations of what customers do when they see one of your ads. Another option for monitoring user behavior is eye tracking. These tools can be cost-prohibitive for many small business marketers, but they provide invaluable insights into how consumers are interacting with content. AI models trained on years of user interaction data can be a much more affordable alternative to these advanced tracking tools. ### Viewability Rate This key metric is crucial to investigating issues with your ads. If your viewability rate is low, it simply means that users weren’t shown your ad in the first place. In this case, banner blindness isn’t an issue at all: You’ll need to work on improving your ad’s visibility. In some cases, viewability rates are low simply because your ad was placed too far down on the page, or the site’s page load times are slow. Solutions that focus on ad placement optimization and predictive targeting can ensure your ads are not only shown, but that they’re displayed to the right audience. ## Key Takeaways Banner blindness refers to a common situation where users miss ads because they’ve subconsciously trained themselves to skip them. For small businesses, it’s important to determine if ad blindness is an issue and use the right tools to improve visibility. ## Frequently Asked Questions (FAQs) ### Why is banner blindness a challenge for marketers? Banner blindness leads to wasted money. Customers don’t notice your ads, let alone click on them and buy something, and over time, poor ROI can lead businesses to give up on advertising. At the same time, ad costs are rising, which means businesses are spending more money and getting diminishing returns. “When users stop noticing banner ads, conversion rates drop,” says Kristina Martinez, founder and lead strategist at Neon Sandia. “This forces advertisers to be increasingly creative in capturing attention, often by using highly relevant, engaging, and visually appealing content to break through the noise. In short, marketers must keep pushing creative boundaries every day.” ### What is the difference between a pop-up and a banner? A banner ad is a graphic on a webpage, typically running at the top, bottom, or along the sides of the content a user is consuming. The banner usually stays fixed as the user scrolls. A pop-up, on the other hand, is a separate window that launches when a user visits a website. The window usually must be closed before the user can proceed. “Banners are just there,” says Pija Ona Indriunaite, brand manager and social media expert at Omnisend. “Pop-ups, on the other hand, interrupt your experience. While more annoying, they’re impossible to miss and tend to convert better if done correctly — either showing up at the right time or offering something actually useful.” ### What is content blindness? Content blindness goes beyond advertising messaging to include built-in website elements. Those elements can include menus, product carousels, and calls to action. Content blindness refers to the tendency of consumers to ignore repetitive or overly promotional site elements. “Content blindness is when users scroll past even genuinely useful content, because the internet is full of noise and they’re on autopilot,” says independent adtech expert Shirley Marschall. “Banner blindness is content blindness with a grudge. It’s what happens when your audience is already expecting irrelevance.” --- ### Above The Fold (ATF): A Quick Guide URL: https://www.taboola.com/marketing-hub/above-the-fold/ Last Modified: 2025-04-22 10:39:02 A lot has changed since the days of print newspapers delivered by horse-drawn carriages, but one thing that hasn’t is the need to catch a reader’s attention quickly. “Above the fold,” a term from those newspaper days, has remained an important concept for today’s digital marketers to understand. ## What Is Above the Fold? These days, above the fold, or ATF, refers to the part of a web page that’s shown before a user scrolls down any further. Anything that only shows up after scrolling is called “below the fold.” The fold, in newspaper lingo, referred to the physical fold in the paper, with the biggest, most important headlines above that. The ATF section of a website varies by site and web design specs, but it’s usually about 600 pixels down from the top of the page and 1,000 pixels wide. The viewing window size, or viewport, affects where the fold is specifically from site to site. ## Why Is Above the Fold Important? ATF content is what many site visitors see first, and it can heavily influence their first impression of the business. Done well, ATF choices can capture reader attention and encourage them to stay on the site. Done poorly, and a user will leave quickly, maybe never to return. In addition, search engines weigh ATF content more heavily, so it can affect SEO rankings more than content lower down the page. Above the fold content remains an essential part of a marketing toolkit. There’s more complexity these days than with newspapers, and many questions to consider — whether and where to place ads, how often to change the content, how many calls to action (CTAs) to include (if any), and more — but this section of a site is vital to treat with care. Consider carefully which content you put above the fold, and test often to see what works best. This content should be engaging and useful, and in line with your top business goals. Above-the-fold ads are high-visibility and usually generate more ad revenue accordingly, while CTAs in this section of a site can lead to higher conversions when they’re immediately interesting to the target audience. ## How Is Above the Fold Measured? ATF content is measured at a basic level by comparing its performance against content that’s below the fold or that’s on another subpage. Use common marketing metrics like click-through rate (CTR), leads generated, or conversions made, then compare the results based on site placement. The amount and experience of above-the-fold content varies based on device, monitor size, screen resolution, and other common factors. So, each business should gather data to understand how users are experiencing their particular ATF content. Most web analytics tools can show you which screen dimensions are most popular for your visitors, along with the breakdown of readers visiting your site on a desktop versus mobile. If you’re just starting out, or don’t have that information available, you could start with the 1,000 pixels wide by 600 pixels tall web design standard as a baseline for measurement. ## Testing ATF Design The quickly changing nature of modern websites makes it easy to test and learn what performs best for your business in terms of what’s above and below the fold. You can use the same metrics you use across your site to set and then gauge goal completion, likely including bounce rate, exit rate, scroll depth, goal conversion rate, organic traffic increases, and more. Testing above versus below the fold content will likely include testing copy and images, along with CTAs. If a visitor has already decided to purchase from a known brand, or is leaning toward purchase, the CTA may be a great fit. But, if a visitor is new to a site or brand, the CTA might be off-putting. Test your brand and audience knowledge with varying CTA placements to see what performs best. There are also free tools you can use to view different web designs, to see above the fold and below the fold content. Try Google’s Chrome extension, called Window Resizer, or tools like FigPii or ABTasty for help. ## Best Practices When Optimizing ATF Design ATF design best practices generally align with other modern web design best practices. Make sure, for example, that you’re using concise copy, attractive and relevant images, and simple navigation so users can find what they need, and act on it, right away. Like any web page, ensure the fastest load speeds so users don’t bounce. Other best practices for ATF design include: ### Use Responsive Design Users will notice a non-responsively designed site right away, as elements are much harder to see on a mobile device if the page was only built for desktop viewing. Responsive design makes sure that images and copy look appealing and appropriate to the device, whether above or below the fold. ### Choose the Right Header Elements A site header adds consistency to your site and usually includes a logo or other branding that links back to the homepage. The header also usually includes the main navigation as a menu. The result is a smooth browsing experience for users. In a header, you can also include a banner for ads, special offers, or the latest company news, if appropriate. Sign-in links can live in the header, as well as a button to switch languages or locations. It’s also a good place for a search box and shopping cart icon. ### Try a Unique Heading The ATF section of a site is great real estate for a descriptive headline, and can be a good place to experiment with interesting language and angles to see what readers like. Also, remember to use SEO-friendly tags throughout the site, with H1s for the highest-level ATF heading, and include keywords. ### Place Ads Carefully It’ll be up to your business, audience understanding, and metrics or A/B testing results whether you display ads above the fold or not, or only occasionally. Ads can increase visibility and clicks, but can also lead to a poor user experience. ## Considerations When Optimizing Web Design Above the Fold Experimentation and testing can yield the most relevant information for your particular business and users. These are some other general considerations to keep in mind when designing above the fold: ### Mobile Mobile device popularity means many users are accessing your website from their phone, with a much smaller area than on a desktop computer. Mobile design is also vertical, rather than horizontal, which is essential for designers to consider. Users will quickly leave a site from their phone if the font is tiny or the dimensions are off. Responsive design uses flexible layouts, images, and cascading style sheets (CSS) so that there isn’t a fixed layout for a page, and content will reflow according to screen size. Understand through your analytics numbers whether your users are leaning more toward mobile or desktop content consumption so you can design for both experiences. ### SEO As search algorithms change, so do best practices, but many remain the same: Use keywords naturally, use page tags accurately, and create high-quality, useful content across the entire website. ATF ads were more popular some years ago, until a Google algorithm update started penalizing companies for ad-stuffing above the fold. SEO metrics are a key part of the ATF equation, so make sure that ads fit naturally and that there’s a balance between ATF content and ads. ## Key Takeaways Above the fold, or ATF, is a legacy newspaper-era concept that still has important applications for digital marketers today. ATF content is what shows up at the very top of your website, so ensure it’s visually engaging and uses concise, compelling copy to keep visitors reading. Make sure to do lots of testing to find the right mix of above-the-fold and below-the-fold ads and offers for your audience. ## Frequently Asked Questions (FAQs) ### Should CTAs be above or below the fold? As with many ATF elements, whether you put CTAs above or below the fold depends on your site and audience. While every landing page should have at least one clear call to action, you should do A/B testing to see whether that CTA is above or below the fold — or both. Place the same CTA above the fold for half the visitors and below for the other half, then implement the one that produced the best conversion rate. ### What are some current trends in ATF best practices? Every site is different, and with such a range of site experiences, every business should implement ATF practices that work for them. The most engaging content on a site should always be above the fold, and should be regularly tested and changed to keep readers engaged. As with other marketing best practices, put your users first. ### Is ATF design practice the same for mobile versus website? The placement of what’s above and below the fold is different on a smaller mobile device than a desktop, so make sure to visualize and test every design for both sets of devices. Put the user first, so that the first thing the user sees is appealing, wherever they’re viewing it. For design teams, creating positive ATF experiences will require analytics on what users respond to and regular testing to see what’s working on which device. --- ### Channel Strategy: Definition And Types URL: https://www.taboola.com/marketing-hub/channel-strategy/ Last Modified: 2025-04-09 09:47:52 Some of the best marketing strategies use multiple channels. By marketing through channels like social media, email, print advertising, and more, you can reach your target audiences on the platforms they use most and maximize the effectiveness of your marketing. ## What Is A Marketing Channel Strategy? A marketing channel strategy is a comprehensive plan that outlines how a company will reach its target audience and deliver value through various marketing channels, both online and offline. It involves selecting, managing, and optimizing the most effective pathways to communicate with potential and existing customers, promote products or services, and ultimately drive sales and build brand loyalty. ## Why Is a Marketing Channel Strategy Important? Your marketing channel strategy guides your marketing efforts and can contribute to the success of your marketing in several ways: ### Establishing and Meeting Goals Developing a marketing channel strategy involves setting a goal for your marketing. By defining what you want your marketing efforts to achieve, you can create a plan to generate those results. You can also use your goal to evaluate marketing success. Having a set goal and steps to help you meet it can focus your marketing efforts, which is particularly important if you’re in the early stages of marketing a new business. Often, it’s tempting to try a little bit of everything: You might pay for a sponsored Facebook post here, create a thought leadership LinkedIn post there, and work on your website’s SEO. These efforts can all be part of a marketing strategy, but if you perform them randomly because you’re not guided by an overall strategy, they’re unlikely to generate results. ### Making Multiple Marketing Impressions Your channel strategy can help you make multiple impressions on your audience, which can drive conversions and sales. Per the Marketing Rule of 7, a popular marketing principle, a potential customer needs to encounter your marketing messages at least seven times before they will decide to make a purchase. You can accomplish those seven impressions by using your channel strategy to market across multiple platforms. For example, a potential customer might see an ad on Facebook, receive an email newsletter, see a post on Instagram, then see an ad in their favorite magazine, and more. These layered impressions help boost brand recognition and can contribute to a potential customer’s ultimate decision to buy your product or subscribe to your service. ### Increasing Engagement Your channel strategy can also increase engagement. By tailoring your marketing messages and efforts to each platform, you can create content and messaging that your target audience is more likely to engage with. If you have a solid strategy in place to monitor and reply to comments on platforms like social media, you can demonstrate your brand’s responsiveness, build connections, and create trust among your audience. ### Focusing Your Marketing Efforts As you first start marketing, you might focus on several different platforms to test out how your marketing performs. But, with time, your marketing channel strategy can help you identify the platforms that give you the best results. By focusing on those top-performing platforms, you can maximize the impact of your marketing. ## Types of Marketing Channels There are many potential marketing channels to explore. Remember that as you build your marketing channel strategy, the goal isn’t to market on every available platform, but to choose several different platforms where you are most likely to be able to reach your target audience. ### Social Media Marketing Social media marketing is highly versatile. There are plenty of ways to leverage social media without paying, including building a business page and growing the page’s following organically. Paid tools, like social media ads and boosted posts, can help you build your social media presence more quickly. ### Content Marketing Content marketing, or the creation of materials like blogs and videos that are relevant to your intended audience, can help your business attract and retain customers. The content you produce can also support other types of marketing, like organic search and social media marketing. ### Email Marketing Email marketing, such as sending email newsletters or email campaigns, can help build relationships with leads and drive sales. Email marketing tends to be cost effective, and by segmenting your email marketing lists, you can send highly targeted and personalized content to maximize its results. ### Organic Search Leveraging search engine optimization (SEO) techniques can also help your business increase its organic search results. By optimizing your website for search engines, it ranks higher in the results when users search for relevant terms. ### Pay-Per-Click Pay-per-click is a type of paid advertising where you pay a publisher, such as another website, each time one of their viewers clicks on an ad for your business. It can drive new traffic to your website, plus you can A/B test ads for maximum results, precisely target the demographics of your target audience, and set daily budgets to control your spending. ### Partnership Marketing Partnership marketing refers to a collaboration between two or more businesses or entities, and it can be an affordable way to increase your reach and build your audience. In a partnership marketing agreement, both businesses promote each other’s products or services, so that each business reaches a new audience. ### Print Advertising Print advertising consists of paid ads printed in media like magazines and newspapers. Costs for advertising can vary depending on the publication and its reach, but choosing niche publications can help you reach a very specific audience. ### Radio, Television, and Podcast Commercials Radio and television commercials can help you reach large audiences — 127 million people watched the 2025 Super Bowl! While radio and television commercials can be valuable marketing channels, they can be cost-prohibitive to smaller businesses. Podcasts are also becoming a major media form. According to a 2024 study by Edison Research, 47% of respondents aged 12 and up — an estimated 135 million individuals — listened to podcasts in the last month. Given the popularity of podcasts, podcast commercials are becoming a solid marketing channel, too. ### Direct Mail Direct mail refers to the process of sending physical mail pieces, like flyers, catalogs, or postcards, to consumers. This can be a useful marketing technique if you’re trying to reach individuals in a specific location, or if you have an established list of individuals who are in your target demographic. ## What Are the Elements of a Good Marketing Channel Strategy? A good marketing channel strategy will incorporate four key elements: ### Target Audience Your channel strategy needs to clearly define your target audience. It should also include some analysis of which marketing channels your audience is most likely to use. ### Target Channels With this information about where your audience is most likely to be, your marketing channel strategy should focus on these specific channels. ### Budget Details The budgeting section of your strategy is essential. The strategy should outline your marketing budget and ensure the channels that will require more spend are accounted for. ### Analysis A good marketing channel strategy will also measure the performance of your marketing efforts. The strategy should track metrics such as engagement rates and sales across each platform, so you can measure the platform’s effectiveness, improve your marketing strategy, and test out other platforms, if needed. ## What Is an Example of a Channel Strategy? Let’s look at an example marketing channel strategy for an athletic footwear brand. The brand’s target audience is men and women from ages 30 through 49 who play pickleball. This target audience is most likely to use Instagram and Facebook, listen to sports podcasts, and read Men’s Journal and Women’s Health. The brand has a monthly marketing budget of $17,000. The channel strategy might include: - Instagram reels, posts, paid ads, and other content, posted four times a day, with an ad spend budget of $3,000 per month. - Facebook posts, Live videos, and paid ads, posted four times a day with an ad budget spend of $3,000 per month. - Print ads in Men’s Journal and Women’s Health issues, with a monthly ad spend of $6,000 per month. - Ads in popular pickleball podcasts with a monthly ad spend of $3,000 per month. - Collaboration agreements with brands such as Spin It Apparel, a pickleball apparel manufacturer. - A weekly e-newsletter to subscribers highlighting interviews with pickleball professionals, along with sales and discounts, with a budget of $2,000 per month. ## How to Create a Marketing Channel Strategy in 6 Steps ### 1. Determine Your Target Audience Start by determining your target audience so you can focus your marketing efforts on reaching the right people. If you’re launching a new business, creating buyer personas can give you a detailed understanding of your ideal buyers, including their pain points and the types of media they consume. If you have an existing brand, you can review your analytics to better understand who is visiting your site and making purchases. Additionally, surveying your social media followers and email subscribers can provide you with valuable information about your target demographic. ### 2. Set Your Budget Determine your marketing budget, since this will guide your selection of channels and the marketing activities you can do on each one. Create a monthly budget to start — you can divide that among your platforms and then allocate funds to daily or weekly ad spend as needed. When you allocate your budget to different channels, try to put the bulk of your funds into proven marketing efforts, like organic search. Reserve smaller amounts of your budget for high-risk platforms and efforts that you’re trying for the first time. Based on the results, you can invest more of your budget into those platforms in the future. ### 3. Choose Appropriate Channels Once you understand your target market, choose the marketing channels that they are most likely to use. You may be able to survey current customers to find out about the platforms they use most often, but you can also use platform characteristics to make a well-informed guess, since certain platforms reach particular types of audiences. If you’re a business marketing to other businesses, e.g., LinkedIn is known for its B2B content. If you’re in B2C marketing, then a platform like Instagram or TikTok is more likely to help you connect directly with potential customers. Look to see what your competitors are doing, too. If you see several competitors advertising in a trade print magazine or producing content on a certain social media platform, chances are that it’s because your target audience is present on those platforms. Be sure to consider your budget as you choose your platforms. Budget constraints might mean you need to start off with fewer platforms or avoid particularly expensive channels at first. As you refine your marketing strategy and increase sales, you might be able to grow your budget and expand your platforms. On the other hand, alongside traditional Search and Social platforms, marketers should also explore the potential of the open web through performance advertising platforms, which offer access to first-party data and AI-powered audience targeting to potentially lower customer acquisition costs and optimize ad creatives. This is especially recommended once performance has plateaued due to channel fatigue, resulting in high CPM costs and diminishing returns. ### 4. Set Goals for Each Channel Determine what success looks like for each channel. Set goals for number of impressions, engagement, sales, and other milestones for each platform, and identify the steps you will need to take to reach those goals. Be sure to plan how you’ll measure metrics on each platform, too. ### 5. Consider Best Practices for Each Channel Thoroughly research each channel and its marketing best practices. As mentioned, certain types of content perform better on different channels than on others: Thought leadership posts perform well on LinkedIn, while if you’re using TikTok, you’ll need engaging, catchy, entertaining video content. Using this information, determine the types of content that you will need to create for each platform. Some content can cross over, such as if you share a blog you wrote on social media, but you may have the best engagement results if you craft content specifically for each channel. ### 6. Measure Results and Improve Your Strategy After your first month, measure and record your metrics across each platform and then compare them to your goals. Look at how the metrics compare across the different platforms, too. Are certain platforms clearly outperforming others? If so, you may need to change your marketing techniques on the underperforming platforms to see if you can improve the results, or put more focus and budget into the higher-performing platforms. Measuring your results and improving your strategy is a critical and ongoing part of this process, helping you boost your performance and focus on the platforms that offer the best marketing opportunities and return for your business. ## Channel Strategy vs. Marketing Strategy Your business marketing strategy refers to your overall marketing approach, and includes all of your marketing activities and objectives. Your channel strategy is a component of your larger marketing strategy, providing a more focused and specific strategy for how you will market across different channels to support your overall marketing strategy. ## Key Takeaways A marketing channel strategy is essential for helping you effectively market on multiple platforms, to increase your reach, and engage your target audience on the platforms they use. An effective channel strategy gives you a blueprint to use to focus, review, and improve your marketing efforts. With time, you’ll identify the platforms that offer the best results for your business, and you can improve your marketing efforts to maximize engagement and drive conversions and sales. ## Frequently Asked Questions (FAQs) ### What is multi-channel? Multi-channel marketing is the practice of using multiple indirect and direct communication channels to interact with your audience. The channels might be a mix of website marketing, social media, direct mail, physical storefronts, paid advertising, and more. ### Business target audience vs. marketing target audience: What are the differences? A business target audience is the overall group of people that are likely to be interested in your business or brand. Your marketing target audience is a smaller segment of your business target audience, and the intended audience for a marketing campaign. For example, Pepsi’s business target audience might be soda drinkers who are teens, young adults, and middle-aged individuals. Pepsi might develop a marketing campaign with a marketing target audience specifically of young adults. ### What is an example of a marketing channel? A marketing channel is a specific type of platform or marketing that you use to reach your audience. Social media, email newsletters, direct mail, and print advertising are all examples of marketing channels. --- ### Lead Generation vs. Prospecting: Key Differences URL: https://www.taboola.com/marketing-hub/lead-generation-vs-prospecting/ Last Modified: 2025-07-24 10:08:42 You need clients and customers that convert, and you can go to them, or attract them to come to you. Most successful marketing departments do both, of course, sometimes simultaneously, leading to confusion around the terms “prospecting” and “lead generation.” In fact, many marketing professionals use them interchangeably. So, what’s actually the difference? And more importantly, how can you use both to achieve your marketing goals? Here’s what you need to know about lead generation vs. prospecting. ## What is Prospecting and Lead Generation? Lead generation focuses on attracting potential customers by drumming up interest in a product or service through marketing strategies that include ads, content, or events. The goal with lead generation is to capture information about these leads and further nurture them as potential customers. Prospecting, on the other hand, is the outbound process in which a sales team actively searches for and directly engages with potential customers who fit their target profile. Outreach can be through phone calls, emails, networking, and other strategies. ## How are Prospecting and Lead Generation Different? An easy analogy is online dating: Your profile brings potential matches to you, like lead generation in marketing. But when you DM someone you’re interested in, that’s prospecting. At the end of the day, both lead generation and prospecting help you move one step closer to closing the sale, but how they achieve this goal is where differences lie. ### Attracting Versus Targeting With lead generation, you are creating engaging content to attract a broader audience and gauge who may or may not be a potential fit for your business. Prospecting, on the other hand, is the “sniper” approach, according to Lauren Petrullo, CEO and founder of Mongoose Media and co-founder of Asian Beauty Essentials: "You’re actually hunting for sales qualified leads and targeting potential customers directly." ### Affordability It takes time, energy, training, research, and targeted strategy to prospect, potentially more so than lead generation. Because of this, marketing teams have to prioritize their budgets to ensure they’re accounting for pricing variability between the two tactics. Lead generation is “so affordable” Petrullo shares, especially on social media platforms, but both might be necessary to include in your budgeting. She specifically calls out “Q5,” or the last few weeks of the year, as the “cheapest time of the year to do prospecting and/or lead generation on social media.” ## How do Prospecting and Lead Generation Work Together in Sales? When operated together, prospecting and lead generation can add the power behind your funnel. While lead generation tends to fall in the marketing function of a business, and prospecting falls into sales, both are necessary to help generate a potential customer in your sales strategy and future growth. Though not every lead generation contact might turn into an actual buyer, generating leads strategically and frequently is a must for moving people down the funnel to an ultimate sale. The process of lead generation gives you the chance to move them into a more discerning step, where your marketing process filters out those who aren’t the right fit, allowing you to focus on those who are. When lead generation and prospecting truly work together, sales strategies are aligned, with both focused on ensuring the quality leads make it into the funnel, without duplicating each other's work, ultimately increasing sales. Per research by Marketo and Reachforce, businesses that align their marketing and sales efforts perform 67% better at closing sales deals. ## What Should You Choose — Prospecting or Lead Generation? Both prospecting and lead generation have their place in a comprehensive marketing strategy, but timing can sometimes be the biggest driving factor for when to use which skill. Businesses can think of lead generation as the longer, often time-consuming process of capturing a customer. If a business isn’t in an immediate time crunch to add customers, lead generation can be helpful in engaging a broad customer base. Through resources like white papers or e-newsletters, you can help grow the potential customer’s interest in your business and the services you offer. In contrast, if time is of the essence, prospecting might be an appropriate action, especially if you already have a targeted list of potential customers to reach. Keep in mind that prospecting and lead generation don’t always have to happen in tandem, and sometimes separate team members are in charge of each approach. To truly be successful, these teams should communicate and ensure they are collaborating on the best ways to specialize in each tactic, and what overlap exists. ## Common Lead Generation Strategies ### Chatbots Chatbots are designed to simulate chatting with a human, and can drive customers to things like newsletter signups and consultation bookings after helping them with their queries. ### Paid Advertisements Paying for advertisements can promote your business on social media platforms and search engine results pages, and also on larger publishers. ### Offline Events In-person events such as workshops, seminars, meetups, and conferences can help you generate leads if you require people to give their email addresses in order to attend. These events can also be hosted online. ### SEO Blogs Blogs or written content can be optimized to target high-ranking keywords and attract potential customers. While this doesn’t generate leads directly, it may increase the chances of readers interacting with your lead magnet. ### Gated Content With gated content, you restrict access to valuable content by requiring an email sign up. Gated content can include eBooks, newsletters, guides, infographics, reports, worksheets, and courses. ### Free Trials Offering free trial periods allows customers to test your product for free in exchange for their email address. Leads that come from this are typically more qualified than broader email signup leads because these users have actually tested your product already. ### Social Media There is some debate as to whether social media tools and their marketing processes are actually lead generation or prospecting, but generally speaking, it’s the former. “When you’re doing lead gen, you’re going to where your potential customers are because you’re leveraging those tools — they may be on Facebook, Snap, or LinkedIn, etc,” says Petrullo. As such, this would fall under lead generation, rather than prospecting. “You’re doing the shotgun approach and saying, ‘Hey, whoever you think is going to be a good fit, please come do lead generation with me,’ and that's where your creative team tends to curate your audience. Your creative team is helping the person identify that you’ve got a sexy offer for a very obvious audience.” ## Tools That Make Lead Generation Easy ### HelloBar HelloBar lets you place a bar containing a message and a call-to-action (CTA) at the top of your website. ### SEMrush SEMrush is one of the most powerful search engine optimization (SEO) tools out there. It can help you optimize your website for top-of-the-funnel keywords. ### HotJar HotJar is a heatmap tool that lets you see the most popular areas of your website. You can place your lead magnets on these areas to maximize their effectiveness. ### HubSpot HubSpot is an all-in-one lead generation tool that allows you to manage all aspects of your campaign in one place. Lead scoring on Hubspot is also made easy, allowing you to qualify leads based on fit and engagement. ### LeadForensics LeadForensics is a tool that lets you integrate both lead generation and prospecting. If visitors to your website are not completing your lead capture forms, you can use LeadForensics to find out where they work (using their IP address). You can then let your sales team know which businesses seem to be interested in your service and can be good prospecting targets. ### Realize Realize is a performance marketing platform which identifies audiences by intent and targets them with high quality display advertising on premium publisher sites. Using a generative AI, it optimizes these ads in real time for the best chance of success. ## Key Takeaways Like all marketing strategies, whether lead generation, prospecting, or both work for your business will depend on several factors, including your business’ stage and industry. The important part is to choose a strategy that’s aligned with your specific goals, rather than throwing darts out randomly and hoping something sticks. Both lead generation and prospecting can have highly profitable outcomes, together or on their own, when you know what each is for. ## Frequently Asked Questions (FAQs) ### What is the difference between lead generation and sourcing? Lead generation involves sparking interest in your product or service to draw in potential customers, typically through marketing strategies such as advertisements, content creation, or hosting events. The aim is to gather their information for follow-up and engagement. Sourcing, or lead sourcing, involves proactively identifying potential customers, such as through databases, social media, or account-based marketing. Sourcing includes defining customer profiles, segmenting leads, and using data to determine the best next steps for conversion. In short, lead sourcing involves identifying customers, while lead generation attracts customers to your business through marketing and sales processes. ### How do you approach prospecting and lead generation? The best way to approach prospecting for marketing is by defining your ideal customer profile, using data to identify qualified leads, and personalizing outreach efforts. People want a human touch to show your company is right for their specific needs. Leverage tools like CRM software and social platforms to research prospects, then craft tailored messages addressing their specific needs or challenges. Consistency and follow-up are key to building trust and fostering engagement — as is a genuine interest in their problems, and how you can help. ### Is a prospect the same as a lead? Prospects and leads are different, but they do share some similar traits. Prospects are potential customers within your target audience or market, who have been identified through your processes as a potential good fit. However, they might not have expressed interest yet. A lead, however, is someone who has shown interest by engaging with your processes, such as filling out a form, reaching out for information, or downloading a resource you have to offer. --- ### How to Drive eCommerce Sales: 10 Proven Strategies URL: https://www.taboola.com/marketing-hub/how-to-drive-e-commerce-sales/ Last Modified: 2025-08-11 06:29:53 Short for electronic commerce sales, e-commerce sales simply refers to buying and selling that takes place online. Perhaps surprisingly, e-commerce sales still account for a relatively small percent of overall sales, with in-store purchases outperforming online sales by more than 80% in 2024, according to data sourced from the U.S. Census Bureau. That said, e-commerce is a huge driver of revenues annually — that goes for the e-commerce giants like Amazon and Walmart, for more specialized sellers like Etsy, for big brands like REI or Nike, and for smaller one-off companies, and even individual sellers as well. E-commerce selling offers myriad ways to reach customers, from a traditional website and social media to ads, email and more. “By combining varied strategies, businesses can create a more compelling shopping experience and drive consistent e-commerce growth,” says John Reinesch, marketing specialist and founder of Asset Growth. If you’re hoping to increase the online sales of the brand you own or manage, I’m here to share some excellent ideas on how to do just that, sourced from experience and a large pool of industry experts. ## How to Increase E-Commerce Sales with 10 Proven Strategies ### 1. Add New Products That Have High Demand “Increase your traffic by adding new products that have high demand,” says Hagop Imasdounian, managing partner at H & Co Agency, adding that, “Not all products have the same amount of demand, so identifying which products or product categories have search volume, then adding them to the e-commerce site, we were able to increase the amount of traffic coming to our website.” While there on the site, buyers may grow interested in other products as well. ### 2. Add a Live Chat Function “Consider adding in a live chat function to answer any questions or concerns a visitor may have before checking out,” suggests Imasdounian. Live chat also may help prevent a would-be customer from leaving without making a purchase, as they’ll feel validated and more comfortable with the seller. ### 3. Improve the Design and Function of the Site The easier it is to navigate around your site, the more likely customers are to find products they like and to potentially make purchases. “The words ‘user experience,’ or UX, may ring a bell,” says Aditya Chauhan, PPC and SEO expert with D’Genius Solutions. “That's because nothing is more important in the eyes of customers than a seamless and fast experience. Websites can offer this through mobile-friendly, fast-loading, and clear navigation menus. Also, prioritize accurate and high-quality product images with adequate descriptions to build trustworthy relationships with visitors.” ### 4. Use Original Imagery and Videos of Products Anyone can copy images from Amazon or from another seller’s site, but those re-used images won’t do much in terms of improved sales. “Include unique product images and videos that are not found on any competitor sites,” says Imasdounian. This enhances the idea of the unique offerings of your company and shows that you have inventory available. ### 5. Improve Your Domain Rating and Optimize the Site “If you're serious about increasing sales, ranking higher in search engines should be a core goal,” says Chauhan. “Do it by optimising each web page using choice keywords, well-written meta content (titles and descriptions), alt tags, and plenty of helpful and engaging content.” ### 6. Offer Discounts, Deals, Special Offers, Subscription Benefits, and More Set yourself apart from competitors by offering your customers something extra — and something unique. “If you operate in a competitive market (which most e-commerce sites do), watch your biggest competitors,” says Chauhan. “Offering similar pricing, discounts, limited-time deals, and promotions as competitors can boost leads and force customers to calculate the better option.” ### 7. Post Reviews and Ratings from Verified Past Customers Customers want to feel comfortable with your brand, your products, and the entire buying experience. Posting reviews by verified past customers that had a great experience shopping with you is a great way to help convince potential customers to go ahead with a purchase. ### 8. Run Targeted Paid Advertising Campaigns Sometimes, you really do have to spend money to make money. “Consider running paid advertising, and ensure your PPC (or pay-per-click) is structured correctly for best results, as an effective PPC strategy will drive large amounts of traffic to your e-commerce website,” says Samantha Cobden, senior digital PR executive with Dark Horse. Working with a company that offers real-time, AI-assisted ad targeting and optimization will make this process easier and more effective. ### 9. Optimize and Simplify the Entire Buying Process Look to Amazon's famous “Buy It Now” button for some inspiration. The simpler you can make the process of getting a product into a cart, a customer checked out, and a sale closed, the more sales you will see. “In my experience, nothing has worked quite as remarkably as making the buying process extremely easy,” says Mike Handelsman, CEO of FoamOrder. “Like, stupid easy, and by that, I mean minimal checkout steps and access to the top payment methods. No one wants to spend 10 minutes trying to figure out how to pay. Keep it clean, fast, and easy to navigate. If someone can’t find the ‘Buy Now’ button in three seconds, they're exiting the website.” ### 10. Run Social Media Campaigns, Ideally Pairing With Established Influencers “Working with influencers who are in line with your brand can be a very effective way to boost sales on your e-commerce site,” says Michelle Nguyen, product owner and marketing manager at UpPromote. “Influencers have built strong, trusting relationships with the people who follow them, whether they are famous people on social media, experts in their fields, or niche bloggers. Businesses can get their products or services in front of new, interested audiences by teaming up with these people and using their credibility and reach. These partnerships can greatly raise brand awareness, bring more people to a website, and eventually lead to more conversions and sales.” ## Great E-Commerce Business Examples ### Boxed - E-commerce Niche: Online retailer providing wholesale goods in bulk directly to consumers for home and work. - Achieved Goals with Taboola: Boxed leveraged earned media coverage on the “Today” Show by circulating it through Taboola. This resulted in over 5,000 actions and a 3.18% increase in conversion rate. Taboola proved to be a channel for high-quality customer leads, leading Boxed to plan an expansion of their partnership with larger campaigns and Taboola video. ### Resolution Media for Barbora - E-commerce Niche: Online grocery delivery platform operating in multiple cities. - Achieved Goals with Taboola: Resolution Media, on behalf of their client Barbora, aimed to maximize conversions and increase sales. By using Taboola’s native advertising formats, including custom Image Ads and leveraging geotargeting and Attentive Audiences, they achieved a 50% lower cost per sale (CPS) compared to standard display channels for retargeting campaigns. The prospecting campaign also generated new users with a high cookie acceptance rate. ### MySmartPrice - E-commerce Niche: Product research platform helping consumers decide what to buy, where to buy, and at what price, also providing buying guides and top ten lists. - Achieved Goals with Taboola: MySmartPrice implemented Taboola Feed to combat limitations in monetizing their newsletter and website content. This resulted in a 2% uplift in both organic and sponsored content Click-Through-Rate (CTR), leading to a 14% increase in newsletter and website Revenue per Mille (RPM). MySmartPrice plans to further utilize Taboola Newsroom and implement video ads and Feed across other website sections. ### AVVA - E-commerce Niche: Men’s clothing manufacturer and seller with online and offline presence across Europe, the Middle East, North Africa, and the Balkans. - Achieved Goals with Taboola: AVVA sought to gain new users and increase e-commerce sales. By using Taboola’s Image Ads and implementing the Taboola Pixel for retargeting, they achieved an impressive 75% increase in sales and revenue volume compared to their previous campaign period. Taboola also outperformed their traditional media buying channels in driving conversions and purchase volume. ### Vivara & Media.Monks - E-commerce Niche: The largest jewelry chain in Brazil, offering exclusive and timeless jewelry through online and physical stores and kiosks. - Achieved Goals with Taboola: Vivara, in partnership with Media.Monks, aimed to drive qualified traffic and sales during the holiday season. By utilizing Taboola’s Dynamic Creative Optimization (DCO) to retarget website visitors with personalized ads, they achieved a 21% increase in Return on Ad Spend (ROAS) and an 18% higher CTR compared to other platforms. Taboola also drove the second-highest sales and CTR among Vivara’s advertising channels. ## Which Factors Influence E-Commerce Sales? One of the biggest mistakes online sellers make is acting as if they exist in a bubble. Even the best site offering the best products will stall out if they don’t pay attention to larger market trends, and be sure to meet online consumers where they want to be found. ### Ad Placement This means placing ads and content where you are most likely to find your ideal, most readily-converted customer, be that TikTok, YouTube, in a banner ad on a news site, and so on. Do your market research and audience segmentation work and then place your brand and products wisely. ### Website Optimization Next, be sure that your site and/or mobile app are optimized for search engines, but also for a pleasant and easy human experience. A well-designed and optimized website with clear product information, high-quality images, and easy navigation is essential. This is especially true during the checkout process. ### Shipping and Returns Also make sure to offer quick and competitively-priced shipping and, if possible, offer a clear and easy return policy as well — people are much more likely to make a purchase they don’t feel trapped by. ### Rewards Finally, try to secure customer loyalty both with rewards programs and offers sent after a purchase, as well as with customized experiences, such as a thank-you email clearly tailored to the buyer. ## Which Channels are Best to Drive E-Commerce Sales? Again, successful online retail is all about meeting people where they already are. This might be as simple as opening an online storefront on Amazon or selling specialty items on eBay, but beyond that, it means placing your ads and content wisely. ### Social Media If you’re catering to a younger audience, then it makes sense to use TikTok and Instagram as the place for your social media ad spend. For a middle-aged or older audience, Facebook is probably your best bet, while YouTube can be a goldmine if you create great video ad content. However, ecomm brand marketers can often come to a point of frustration because of channel fatigue – where audiences become less responsive to repeated messaging on the same platforms – and creative fatigue, where even engaging ad formats lose their impact over time. To combat this, it's crucial for e-commerce brands to opt for a diversified channel mix. This includes exploring the significant potential of the open web, leveraging first-party data to reach relevant audiences in new and less saturated environments beyond the traditional social media walled gardens. By extending their reach across a wider range of quality websites and content platforms, marketers can engage with audiences based on their behavior and intent, ultimately lowering acquisition costs and saving a significant amount of time in identifying and converting valuable customers. ### Email You can also lean heavily into email marketing to drive e-commerce sales. Those who open and engage with it are, at least briefly, a captive audience not being competed with for attention, so make those emails count. ### SEO It’s important to have a well-optimized site so that your brand ranks decently in search engine traffic. Just make sure your SEO is organic, sounding like copy real humans wrote and will enjoy reading, not like a bunch of keyword stuffing. ## Key Takeaways There are myriad concrete steps you can take to increase your e-commerce sales, 10 of which I laid out above. You may not need to implement all 10 of these ideas, but some combination of them will help drive more customers to your online business and will lead to more sales and long-term customer retention. It’s important to meet your e-commerce customers where they are, be that social media, news sites, or online retail giants, rather than to just expect them to find you. It’s equally critical that your site and/or app is easy to navigate and that the sales process itself is a breeze. ## Frequently Asked Questions (FAQs) ### How can I improve my e-commerce business? See the many tips above for ideas on strengthening an e-commerce business, but the top-level thinking is to focus on optimizing your website and/or app, thereby enhancing the customer experience, and implementing effective marketing strategies, be they on social media, newsletters, ads, or wherever else. Leverage data you gain about your customers, and about which e-commerce marketing initiatives worked or didn’t, so you can make more informed decisions in the future. ### How do I drive e-commerce sales? To drive more e-commerce sales, you’ll usually need to focus on a multi-faceted approach encompassing website optimization, informed marketing strategies, and creating a great customer experience once they’re on your site or in your app. Best practices include effort dedicated to SEO, impactful email marketing, social media engagement, and providing a seamless checkout process. ### How does e-commerce increase revenue? If you’re a brick-and-mortar store (or a small online seller with limited reach, geographically speaking), e-commerce can blow the proverbial doors off, opening truly vast revenue potential. E-commerce increases revenue by expanding your seller reach to a potentially global audience, offering 24/7 shopping, and enabling your business to consolidate and streamline operations and reduce costs, ultimately leading to higher sales and profitability. --- ### Marketing Campaign Management: All You Need To Know URL: https://www.taboola.com/marketing-hub/marketing-campaign-management/ Last Modified: 2026-02-16 12:08:59 Marketing campaigns are powerful tools, but they’re also complex. These campaigns are structured efforts working toward achieving a single goal, such as getting an audience to sign up for a newsletter or special offer. Campaigns can encompass messaging across multiple channels, like social media, email, billboards, print advertisements, and more. When you consider that a single brand may have multiple marketing campaigns running simultaneously, it’s easy to see the need for effective marketing campaign management. ## What Is Marketing Campaign Management? Marketing campaign management is the strategic planning, execution, and tracking of marketing initiatives designed to achieve specific business objectives. It encompasses defining target audiences, developing compelling messaging and creative assets, selecting appropriate channels, setting budgets and timelines, and continuously monitoring performance to optimize results. In the modern landscape, this increasingly requires moving beyond the 'walled gardens' of search and social to leverage specialized performance platforms. These platforms utilize independent performance engines to fill the gap in the consideration and action stages of the funnel, where traditional programmatic tools often fall short. Effective campaign management ensures cohesive and impactful communication across all touchpoints, maximizing return on investment and contributing to overall marketing and business success. ## Why Is Marketing Campaign Management Important? Marketing campaign management is essential for ensuring that each campaign runs smoothly and effectively. Since marketing campaigns are created to guide the audience toward completing an action, such as buying an item, all of the campaign messages need to be carefully designed with that goal in mind. When your campaign takes place on multiple platforms, your messaging needs to be carefully coordinated while adhering to the set budget. Marketing campaign management encompasses those responsibilities and more. The management process includes planning, executing, tracking, and analyzing each marketing campaign to maximize its effectiveness and success. Attentive, talented management can help ensure that campaign messages are consistent and that the campaign is structured to guide the audience toward taking the desired action. Management also plays an important role in coordinating the work that different teams and departments perform on a campaign, while simultaneously reviewing performance data to improve the success of future campaigns. ## What Does a Marketing Campaign Manager Do? A marketing campaign manager is responsible for everything from ensuring that key tasks are completed on time, to keeping each campaign on budget, and they play a key role in a campaign’s success. Here are some of the marketing campaign manager's main responsibilities: - Conceptualize each marketing campaign and set goals for the campaign, such as a target number of products sold or newsletter signups. - Determine a timeline for the event and set deadlines for subtasks. - Identify and assign subtasks to teams and individuals. - Create and/or approve campaign messaging and approve campaign materials, such as landing pages and designs. - Maintain communication with marketing specialists and any other teams involved in the campaign, such as with product teams. - Monitor deadlines and ensure the campaign launches on time and runs smoothly. - Track, analyze, and report campaign results. - Evaluate the campaign, provide reporting to key stakeholders, and identify steps to improve the success of future campaigns. ## Types of Marketing Campaigns There are several types of marketing campaigns. Some are classified based on their intended purpose, and others are classified based on the main channel that they use. Businesses might plan to use some or all of these types of marketing campaigns: ### Product Marketing Campaign Businesses use product marketing campaigns when introducing and promoting a new product. These campaigns are designed to spread awareness and build demand for a product, driving sales. ### Brand Marketing Campaign Brand marketing campaigns focus on developing a brand’s public image and building brand awareness among customers. Rather than focusing on a specific product, this type of campaign works to develop the brand, such as by using a highly recognizable logo, tagline, or messaging. ### Content Marketing Campaign Content marketing campaigns use blogs, podcasts, webinars, videos, and other types of content to engage with an audience through search engine results. Content marketing leverages search engine optimization (SEO) to attract and retain potential and current customers. ### Email Marketing Campaign Email marketing campaigns use email newsletters and automated emails to nurture leads and drive sales. Mailchimp tracked campaigns emailed to at least 1,000 subscribers and found that average open rates were 35.63% for all users, with an average 2.62% click rate. Open rates reached 40.04% for non-profits. Such high open rates highlight the value of email marketing, which is why so many marketing professionals incorporate email into their campaigns. ### Paid Marketing Campaign Businesses looking to quickly reach a target audience often launch paid marketing campaigns. By purchasing ad space on a channel like social media or search engine results pages, businesses can reach a very specific target audience. Businesses can tailor their ads to display to an audience based on demographics, location, purchase history, interests, predicted intent, and more, maximizing the ad relevance for the audience and quickly growing the brand’s reach. High-performance advertisers now utilize AI-driven 'Predictive Audiences' to mirror high-value actions—like past conversions—to identify new users most likely to act. This approach delivers a higher conversion rate (CVR) by focusing on intent-based signals across a global network of premium publishers, rather than relying solely on static demographic data. ### Social Media Marketing Campaign Through social media marketing campaigns, businesses can engage and build relationships with social media users. Campaigns might involve creating content, like picture and video posts, paying to boost posts and increase their reach, and buying paid advertising. ## How to Plan a Successful Marketing Campaign in 8 Steps Planning a marketing campaign might initially feel overwhelming, but these eight steps will lead you through the process. ### 1. Determine Marketing Campaign Goals Your campaign goals will guide the creation of your campaign, and they’ll also help you determine the best type of marketing campaign for your priorities. To start, determine your overall goals, but then get specific. For example, your goal might be to promote a new product launch, but solidify that goal with details: “Reach 100,000 unique viewers, get 30,000 email update signups, and earn 5,000 product preorders” gives you more focused targets to work toward. It can be helpful to refer to the metrics from past campaigns to determine a realistic goal. Once you’ve set the goal, share it with your marketing team and refer to it throughout the process of developing, launching, and reviewing the campaign. ### 2. Identify Your Campaign Audience Determining exactly who you want to reach with your marketing campaign will help you craft marketing materials that will best connect with that audience. Creating buyer personas can help you better envision your campaign audience, so you can identify the best channels where you can connect with them. Remember, your campaign audience is likely a subset of your business audience, but the more specific and focused you can get in describing that audience, the better your campaign results are likely to be. ### 3. Set Your Marketing Campaign Budget Next, create a detailed budget outlining all of the campaign expenses. List all the deliverables of your campaign, from social media posts to required content, and then estimate the cost of creating each deliverable, such as staff time or the cost of contracting with a freelancer. Outline any advertising costs, too: Get current costs for paid ads, media placements, and any other expenses the campaign is likely to incur. Once your budget is approved, keep it accessible and refer to it throughout the campaign to keep your expenses aligned with your estimates. ### 4. Plan Your Campaign Timeline With a budget and campaign goals in place, you can develop a campaign timeline. If you have a hard deadline for the campaign’s end, such as the release of a new product, then it may be helpful to work backward from that deadline and identify all of the subtasks that need to be completed to meet that final deadline. If you have more flexibility, then it may be helpful to check in with your team members to see if they have a heavy workload or conflicting deadlines that you might want to avoid. Once you’ve created a list of deliverables and the corresponding deadlines for each, you can start assigning the tasks to your team. ### 5. Choose Marketing Channels Your target audience and campaign goal will help you determine which marketing channels to focus on. For example, you will find a very different audience on LinkedIn than you will on TikTok, so consider which marketing channels your target audience is likely to use. Most marketing campaigns use a variety of channels, so don’t feel that you have to limit yourself to just one or two. As you identify the channels you’ll use, consider whether you’re going to be creating paid or organic content, and focus on staying within your budget. ### 6. Create Content Identify the types of content that you need to create for each channel. A single marketing campaign might incorporate multiple types of content, such as social media posts, landing pages, advertisements, and blog posts. Make sure that everyone developing the content understands the campaign messaging and your business branding so the materials are consistent across all platforms. ### 7. Launch Your Campaign When it’s time to launch the campaign, implement A/B testing to evaluate the effectiveness of your content. You can use A/B testing to determine which types of content, messages, posting times, and other factors are most effective. Performing A/B testing from the start can help maximize the results of your marketing campaign. To reduce risk during launch, performance advertisers use AI-enabled onboarding assistants to apply best practices and troubleshoot creative rejections in real-time. Furthermore, automated  algorithms (like SpendGuard) can protect your launch budget by automatically minimizing spend on underperforming placements, directing your investment toward high-performing supply from day one. ### 8. Analyze Your Results Continuously analyze the results of your campaign and work to improve it. If it doesn’t perform well, you may need to revise your strategy, messaging, and materials. Once the campaign is over, evaluate its performance and whether you achieved the goals you set. This information is invaluable in planning future campaigns. ## What Are Campaign Analytics? Marketing campaign analytics refers to the process of collecting, measuring, and analyzing campaign data to better understand the campaign’s performance. Reviewing analytics can provide valuable details about how a target audience interacts with a campaign on various channels, which channels drove the most engagement, which marketing messages the audience responded to, and how the campaign affected customer actions. Campaign analytics provide insights that businesses can use to evaluate the success of a campaign. Most importantly, those insights can help businesses to improve the effectiveness and success of future marketing campaigns. ## Which Campaign Analytics Should You Pay Attention To? Specific campaign analytics can vary somewhat depending on the marketing channel you’re using, but generally speaking, focus on these key metrics: ### Lead Generation Your lead generation data indicates how many leads you generated during the campaign. ### Conversion Rate Conversion rates can be used to measure multiple points of conversion in a campaign. The rate can indicate how many people from your target audience became leads. A conversion rate can also indicate how many leads became customers. ### Unique Website Visitors Tracking the number of unique website visitors your website receives during a campaign provides information on how successful your campaign is in driving traffic to the site. It can also be helpful to monitor the number of returning visitors who visit your site multiple times. ### Website Page Views Your page views data indicates the number of different pages on your website that visitors clicked on during the campaign. This data can be helpful in determining how much visitors engaged with your website, rather than just viewing a page or two before exiting. ### Bounce Rate A website bounce rate is the percentage of website visitors who leave your site without clicking on another page. If the bounce rate is high, it might indicate that your campaign was connecting with individuals who weren’t an ideal audience for your business. A high bounce rate could also signal an issue with your landing page, such as unclear or inconsistent messaging and lack of a clear call to action. ### Incrementality and Simulation While standard metrics track immediate actions, high-performance advertisers look deeper to understand the genuine "lift" a campaign provides. Incrementality testing is a vital strategy for this measurement, utilizing a controlled environment to compare a "test group" (users exposed to your ads) against a "control group" (unexposed users). This isolated comparison reveals exactly which conversions were directly driven by your advertising efforts and which would have occurred naturally without intervention. To further de-risk your scaling strategy, performance simulators forecast how various budget scenarios will impact your total conversions and CPA. By leveraging historical campaign data, these simulation tools identify opportunities for efficient growth, helping you find the optimal balance between spend and performance before you commit to a larger scale. ## Key Pillars of Modern Campaign Management Software Effective campaign management software should do more than just coordinate tasks; it must actively drive performance through automation and real-time data. Modern platforms focus on four critical pillars to ensure advertiser success. ### 1. AI-Powered Setup and Onboarding Modern platforms focus on reducing technical barriers to entry, allowing advertisers to launch faster and with greater accuracy. - Gen-AI Performance Assistants: Use virtual experts to automate onboarding, troubleshoot setup errors, and receive proactive optimization recommendations in real time. - Onboarding Wizards: These tools automate campaign setup and media planning by automatically applying platform best practices to your specific goals. - Codeless Conversions: Seek a no-code setup that allows you to create event- and URL-based conversions directly within the platform. This ensures faster, more accurate tracking without the need for manual developer intervention. ### 2. Automated Bidding and Budget Control Bid management has become too complex for purely manual oversight. Streamline your management with bidding strategies tailored to your specific Key Performance Indicators (KPIs). - Maximize Conversions: Use fully automated strategies that leverage real-time signals to drive the highest possible volume of conversions within your specified budget. - Maximize Value: Focus your spend on driving higher-value conversions to maximize your overall Return on Ad Spend (ROAS). - Enhanced CPC: For those who prefer a balance, semi-automated strategies can bid flexibly to win impressions while strictly respecting a maximum cost-per-click cap. - Performance Simulators: These tools allow you to de-risk budget changes by testing different spend scenarios. By forecasting results based on historical data, you can find the optimal balance between spend and Cost-Per-Acquisition (CPA) before committing your budget. ### 3. Campaign Optimization and Safeguards Smart controls maintain your campaign’s health 24/7, preventing wasted spend and audience fatigue even when you aren't monitoring the dashboard. - Automated Optimization Algorithms: Protect your budget with safeguards that automatically redirect spend away from underperforming sites and toward higher-performing supply in real time. - Custom Rules: Automate day-to-day management by setting "If/Then" conditions, such as automatically pausing underperforming ads or increasing budgets for campaigns that exceed target results. - Frequency Capping: Maintain a positive user experience by precisely controlling how often ads are shown to the same user. This prevents ad fatigue and ensures your budget isn't wasted on overexposed audiences. ### 4. Transparency and Reporting Actionable insights are the foundation of smart decision-making. Visibility into data ensures your campaigns stay aligned with your business goals. - Scheduled & Custom Reports: Automate your reporting by delivering consistent performance insights daily, weekly, or monthly to your inbox or internal systems. - Bulk Edit Capabilities: Manage campaigns at scale by updating budgets, schedules, and targeting for up to 200 campaigns in a single, error-free step. - Brand Safety & Suitability: Ensure your ads appear in trusted environments through integrated protection with industry-leading verification partners, complemented by manual controls like block-lists and keyword blocking. ## Key Takeaways Marketing campaign management plays a key role in ensuring a campaign is designed and launched on time. While campaign management is a large job, it’s more manageable if you break down the campaign into pieces or stages, and software can also help. Whether a business is launching one or multiple campaigns, campaign management can help ensure those campaigns are successful. ## Frequently Asked Questions (FAQs) ### 1. How does automation improve marketing campaign management? Automation in campaign management reduces human error and ensures that repetitive tasks, such as bid adjustments or site-level optimizations, happen in real-time. By moving away from manual "set-and-forget" methods, advertisers can maintain campaign health 24/7, ensuring budgets are spent efficiently even when the team is offline. Realize streamlines this through Smart Controls like SpendGuard, an automated optimization algorithm that identifies underperforming sites and automatically redirects budgets toward higher-performing supply. Additionally, advertisers can set Custom Rules to automate management actions, such as pausing ads or scaling budgets based on specific performance triggers. ### 2. What is the best way to handle bidding when scaling a performance campaign? When scaling, bidding becomes too complex for manual oversight. The best approach is to utilize a mix of fully automated and semi-automated bidding strategies. Fully automated strategies leverage machine learning to find high-intent users in every auction, while semi-automated strategies allow the advertiser to maintain a cost-per-click safety net while still benefiting from algorithmic flexibility. Realize offers a range of strategies including Maximize Conversions, which uses real-time signals to drive the highest volume within your budget, and Maximize Value, which focuses on high-ROI outcomes. For those who need a balance of control and scale, Enhanced CPC automatically adjusts bids to win impressions likely to drive performance while strictly respecting your maximum CPC cap. ### 3. How can I reduce the technical barriers to setting up and tracking new campaigns? Technical setup—specifically tracking and media planning—is often a bottleneck for campaign managers. Modern platforms address this by providing no-code tracking solutions and AI-driven assistants that guide users through the setup process. This ensures that tracking is accurate from day one without requiring deep developer involvement. Realize features ABBY, a Gen-AI performance expert that automates onboarding, troubleshooting, and media planning through an interactive Onboarding Wizard. To solve tracking hurdles, Codeless Conversions allow advertisers to create event- and URL-based tracking directly in the platform, enabling accurate measurement across the funnel without the need for manual code implementation. --- ### Return on Ad Spend (ROAS): Know How Your Ads Are Performing URL: https://www.taboola.com/marketing-hub/return-on-ad-spend/ Last Modified: 2025-09-01 09:40:36 In the simplest of terms, if you spent $100 on an online ad, and later figured out the ad had netted you revenue of $101, your ad would theoretically have turned you a profit. But is that a good return on ad spend? No! Of course not — in fact, it’s terrible. Yes, you made a dollar of profit, but will that dollar cover the hours and hours of work you spent writing the copy, designing the creative, and studying where best to place the ad? That’s not to mention all the time and effort spent researching your ideal customer, learning what could lead to them making a conversion and becoming loyal to your brand. This is why return on ad spend (ROAS) is a key metric in marketing: It quantifies the revenue generated by a brand in relation to the amount of money invested in an advertising campaign. I’ll break it down in a moment, but for now, know that if you’re not tracking your ROAS, you may be throwing away money and missing out on customers and sales. On the other hand, if you’re only tracking ROAS, you may be missing the bigger picture and similarly missing out on opportunities while also wasting cash. ## What Is Return On Ad Spend (ROAS)? "ROAS is simply the revenue (or return) you get for each dollar you spend on advertising,” reiterates John Jackson, founder of Hitprobe. “It’s an essential metric to know so you can assess the effectiveness of your campaigns and where it might be worth allocating more of your marketing budget. It’s calculated using a simple formula: Basically, the revenue generated from ads divided by the cost of the ads. For example, if you spend $500 on an ad campaign and generate $2,000 in revenue, then your ROAS is 4:1, or 400%, and you’re earning a healthy $4 for every $1 spent.” ## Why Is Return on Ad Spend Important? If you don’t know how much revenue your ads are actually generating, you don’t know if they’re worth it, even if they’re causing plenty of engagement. “ROAS is essentially the easiest way to figure out whether your ads are pulling their weight,” says Chris Coussons, founder of Visionary Marketing. “It’s simple, but it gives you a really clear picture of whether your advertising is actually working or just burning through budget. Look at ROAS as a core metric because it cuts through vanity numbers like impressions or clicks: Those are useful to a point, but if they’re not converting into actual revenue, they don’t mean much.” ROAS is a key performance indicator (or KPI) that helps a brand evaluate the success of advertising efforts by quantifying the revenue generated for every ad dollar spent. It might help you realize that, e.g., while your ads placed on Facebook have a mere 2:1 revenue-raising rate, on TikTok it’s 4:1. In that case, it’s easy enough to decide to bail on the former and pile on with the latter, but without analyzing your ROAS, you wouldn't have figured that out. ## How to Calculate and Express Return on Ad Spend Calculating ROAS involves relatively simple math, but you need to make sure you’re using all the right numbers. Keep careful records of your ad spend and make sure you have all the accurate and relevant data for a clearly defined period of time, especially if you use ongoing ads (as opposed to a week-long campaign on Instagram, for example). To calculate Return on Ad Spend, divide the total revenue generated by an ad campaign by the total cost put into that campaign, and then multiply by 100 to get a percentage. For example, if your campaign netted $5,000 revenue on an ad spend of $1,000, you’d get the number five. Which, multiplied by 100, is 500, or a 500% return on the spend. 5,000 ÷ 1,000 = 5 5 x 100 = 500 You can also express it as a ratio, which in this example would be 5:1, or five dollars earned per dollar spent. The higher the ROAS, the more successful the campaign. ## Considerations When Calculating ROAS As long as you have all of your data carefully accounted for, it shouldn't be that hard to get an accurate sense of your return on ad spend. What’s important is that you think beyond just the dollar amounts. “We always remind clients not to focus on ROAS in isolation,” says Coussons. “It’s important, but it doesn’t tell the full story. We also look at customer lifetime value, conversion rate, and how different channels support each other. For example, someone might click on a Facebook ad but end up converting later through email or search. If you’re only looking at ROAS from one channel at a time, you could miss the bigger picture. So, while ROAS helps you track what’s working right now, combining it with other data is how you make smarter decisions long term.” ## ROAS or ROI? ROI, or return on investment, is a financial metric used in all sorts of situations, from stock markets and hedge funds to direct investment in a business to, in some ways, testing how well ad spend is working. It’s less specific than ROAS, and may be a way of looking more broadly at your business’ success. That bigger picture can also cloud things over, though — for example, an overall decent ROI may conceal the fact that your ROAS is actually quite poor. That’s because while both ROI and ROAS measure the effectiveness of investments, ROI considers the overall profitability of an investment, and ROAS focuses specifically on the revenue generated by advertising spend. It’s like looking at the whole of a vehicle that works well while ignoring a leak in the gas tank. Sure, it gets you down the road, but if you don’t analyze and fix that specific problem, it will never work as efficiently as it could. ### When to Use ROAS “Among all the metrics of digital marketing, ROAS stands as the most authentic indicator, because it eliminates vanity measurements to present the actual financial value of your advertising expenditures,” says Tez Ferguson, CEO and founder of Xploited Media. “The highest possible ROAS shows that every strategic and timing element — alongside your audience selection — worked together perfectly to generate actual earnings, instead of basic click activities.” Simply put, when you need to know if your online ads are working, zero in on them by studying your return on ad spend. ### When to Use ROI When you need a good sense of the overall efficacy of your marketing initiatives, look at ROI instead of the more focused ROAS. ROI can factor in things like money spent on research (both keyword research and studying potential customers), audience segmentation, design, and more, whereas ROAS usually looks just at the actual cost of the ads you place. Put simply, ROAS is a part of ROI, whereas ROI is a bigger umbrella than ROAS. There is a time to study them both, but when you’re looking at your larger budget and the overall profitability of your business, return on investment is where to focus. ## Best Strategies to Optimize Your ROAS If you want to really see what your ad spend dollars are doing, you do so by checking that ROAS. “As far as I'm concerned, ROAS is the most important KPI in a marketing department, because at the end of the day, we're here to help our company sell,” says Josh Stutt, head of marketing at The49. “Impressions, followers, brand image, etc. are all nice, but if we're not generating sales from the money we spend, then we're not doing our job.” To make sure your ROAS is optimized to the fullest, try a few of these ideas: ### Segment Your Audience Make sure your ads target people in specific demographics, with related interests, and who have displayed behaviors that track with your campaign (and brand and products) to ensure your ads reach the most relevant people. See how Realize will enable you to achieve these goals. ### Use A/B Testing Not sure which ads will work best? Run two or three different campaigns and let the data speak for themselves. You don’t have to run massive ad campaigns: You can run a few targeted ads with smaller spends and see if one (or more) are clearly performing better, then put more ad spend there. ### Make Sure Your Site Syncs With Your Ads An ad with a particular look and tone that leads to a website/app that feels markedly different — or, even worse, that doesn’t have the same advertised products and services readily available — will lead to a high bounce rate, meaning you might have just paid for a click for nothing. ### Create Ads That Fit Their Placement Making an ad for TikTok? It better be a snappy, short-form video. Going for Facebook? A static post accompanied by text may be just fine. Placing ads on LinkedIn? Then be sure they are professional-looking. On it goes: An audience wants to engage differently on one platform to the next, and your ads have to make sense in their context. Remember, too, that sometimes the issue might not be the ads themselves, but the placement, says Vikrant Bhalodia, head of marketing and people ops at WeblineIndia. “One thing I like to do is look at ROAS by funnel stage,” he says. “A cold traffic campaign might show low ROAS, but if it warms up the right audience and helps retargeting do better, it still matters.” ## Key Takeaways “ROAS is an important metric that helps advertisers measure the profitability of their ads,” says digital marketing consultant Jordan Stevens. “Often expressed as a multiplier (3x) or a ratio (3:1), it tells you that for every dollar you spend on your ads, you earn X amount back. For example, a ROAS of 2:1 means that you'll earn two dollars for every dollar spent.” Generally, you should aim for a 4:1 ROAS or better, though in some businesses with smaller up-front costs, a lower ROAS may be fine. For example, if your business is purely digital in nature, such as a consulting firm, there is little overhead for products, shipping, and such, so a 3:1 or even a 2.5:1 ROAS may be fine. To achieve the best return on ad spend, study and then target your audience, try A/B testing, don’t confuse clicks or other actions with actual revenue, do create compelling ads that fit their placement, and by all means make sure the site or app to which an ad leads is welcoming, easy to navigate, and optimized to create conversions. ## Frequently Asked Questions (FAQs) ### What ROAS is considered good? In digital marketing for an e-commerce business, a good ROAS is generally considered to be 4:1 or greater. That means, for example, if you spent $500 on ads, you’d see $2,000 in revenue. Or, in simpler terms, for every dollar spent, you’d earn four. ### How is ROAS used in mobile marketing? There’s no great difference in how you track ROAS in mobile marketing compared to greater digital strategies, except that you will be analyzing spend versus revenues only from ads optimized for a mobile user experience, which is largely to say revenue earned via ads in apps. ### What is a break-even ROAS? As with other things in life, break-even ROAS is when you earn back what you spent, which is to say you don’t lose any money, but you don’t make a profit. You will have effectively wasted time and effort: Sure, achieving a break-even return on ad spend means you're not losing money, but it's not a good or sustainable long-term strategy. The goal should be to achieve a ROAS significantly higher than the break-even point to ensure healthy profit margins. ### What is a target ROAS? Your target ROAS is the ratio you intend to earn with a given ad spend. --- ### Yahoo Ads: A Guide with Proven Tactics for Success URL: https://www.taboola.com/marketing-hub/yahoo-ads/ Last Modified: 2025-05-20 10:53:13 Before Google, Facebook, and LinkedIn, online users relied on Yahoo. Being around since 1994 gives Yahoo the distinction of being a search pioneer, but that doesn’t mean it’s outdated: In fact, the site provides a cost-effective option for businesses looking to reach hundreds of millions of monthly visitors worldwide. But are Yahoo Ads the right fit for your business? I’ll cover the details to help you decide, and provide guidance on how to advertise on Yahoo, should you conclude that it’s the right fit. ## What Are Yahoo Ads? Yahoo offers a variety of products to users, including Yahoo News, Yahoo Finance, Yahoo Mail, Yahoo Sports, and Yahoo Entertainment. Its advertising services give businesses the opportunity to display ads across these properties, as well as on non-Yahoo sites, apps, and services. Yahoo offers a variety of ad formats, including video and display, to help businesses reach consumers in the way that works best for their messaging. ## Why Advertise on Yahoo? With so many advertising options, it can be easy to miss Yahoo Ads, but it may be a hidden gem for small business advertisers. Here are some reasons to consider Yahoo for your next advertising campaign. ### Premium Placement Consumers turn to Google to search and Facebook to interact socially, but when they visit Yahoo’s properties, typically it’s for content. Sasha Berson, co-founder and chief growth executive at Grow Law Firm, sees this as one of the biggest reasons for small businesses to use Yahoo Ads. “Yahoo’s biggest advantage over other ad networks is its deep integration with premium content,” Berson says. “Yahoo owns and operates high-authority media properties like Yahoo Finance, Yahoo News, and Yahoo Sports. That means advertisers can place their ads next to trusted, high-quality journalism instead of just user-generated content. This premium placement leads to higher engagement rates compared to standard display ads.” ### Extensive Reach Demographics are another key benefit of Yahoo Ads. As Windy Pierre, e-commerce growth marketer at True Sports Fan, points out, Yahoo’s audience tends to be older, more established, and more engaged than users on many social media platforms, which leads to higher engagement. “This makes Yahoo an excellent fit for high-value purchases like sports memorabilia, where buyers often have disposable income and a strong emotional connection to their purchases,” Pierre says. “Through Yahoo’s native and display ads, we’ve seen a 23% higher average order value (AOV) than Google Ads, primarily because Yahoo’s audience is likelier to make higher ticket purchases.” ### Diverse Content Platforms When you advertise on a platform like Google or Facebook, you’re typically limited to your ads showing in searches or feeds. Yahoo can display your content across a variety of platforms and content types, all within the same campaign. “Yahoo, in my opinion, has some of the most seamless ad placements,” says Megan Stephens, founder of Sochelle. “It allows you to tap into its email, news, and search features all in one campaign, which is especially awesome for people trying to just get brand awareness and impressions." ### Cost-Effective Options If you want to get the most bang for your advertising buck, Yahoo Ads can be a great choice. Pierre has found that a common concern is that Yahoo doesn’t have the same scale as Google, but for affordability, it’s tough to beat. “Conversion costs on Yahoo can be 20-30% lower in specific verticals, making it an excellent supplementary channel that provides a strong return on ad spend (ROAS),” says Pierre. ### Better for Sensitive Searches Stephens has found another, little-known benefit to Yahoo Ads: Yes, the audience tends to be older and more professional, but she’s also found that users turn to that site for “sensitive” searches. “Lots of people use it as an alternative to their standard browser, so they may use it for things that they wouldn't want their spouses or family seeing,” Stephens says. “Legal topics like divorce often have a surprisingly large volume going through Yahoo, along with health searches, financial issues, and much more.” ## How to Start With Yahoo Ads At one time, Yahoo Ads worked like Google and Meta in that you could set up an account and manage your ads yourself. But in recent years, Yahoo has shifted away from a self-service model. To advertise on the site, you have several choices, detailed below. ### 1. Contact Yahoo Advertising Directly The most direct route to advertising on Yahoo is to reach out to the company and request an ad account. This contact form will get you in touch. With this option, Yahoo advertising staff set up and manage your campaigns, tailoring them to your budget and goals. The contact form asks you to select your primary advertising interest from the drop-down, which contains the following options: - Yahoo demand-side platform: This option gives you access to advertise on multiple Yahoo platforms, including display, native, and video ads. - Yahoo properties: With this option, you’ll advertise across multiple areas of the Yahoo platform, including sports and finance. - Native ads: These ads, powered by Taboola, appear instream as users navigate Yahoo’s various properties. - Real Media Network/Private Media Network: This refers to Yahoo’s open ad marketplace, where ads are presented to online users via real-time bidding. The Private Media Network is a more exclusive offering, open to select advertisers by invitation. - Search: These ads appear with relevant search results, either at the top or bottom of a search results page. Ad spends tend to be higher with this option, making it better for mid-sized and large businesses. These direct sales options also tend to focus more on national campaigns. For local businesses or those trying to reach a smaller niche, the direct option will likely not be the best bet. ### 2. Use the Yahoo Demand-Side Platform Yahoo offers another option in the form of its demand-side platform (DSP), which gives advertisers more hands-on control with setting up ads and adjusting them in real time. Like option #1, though, DSP is not fully self-service: You still need to complete the contact form and wait for Yahoo to be in touch. You’ll have access to the same options as above, but instead of an employee managing everything, you’ll get a dashboard for managing your campaigns. Like Yahoo-managed advertising, DSP isn’t ideal for smaller businesses: The ad spend requirements are still high and the dashboard isn’t beginner-friendly. ### 3. Run Native Ads Through Taboola For smaller businesses, running ads through Taboola is a great alternative to the high-dollar ad spend Yahoo requires through the above methods. You’ll get the self-service tools you expect with online advertising, and your ads will appear across all of Yahoo’s digital properties, including Yahoo Mail, Yahoo News, and Yahoo Sports. Taboola’s partnership with Yahoo means you can run and manage your ads through Taboola’s easy-to-use dashboard. Not only will you be able to monitor performance and adjust ad spend in real time, but you’ll also get in-platform recommendations that help you boost your earnings. Businesses are already seeing success through the Taboola-Yahoo partnership. An American multinational financial services company recently saw a 46% lower cost per engagement (CPE) by using Taboola’s services. The company had already seen considerable success using Yahoo DSP, but they wanted to use Taboola to access native ad placements across all of Yahoo’s premium editorial sites, which attract more than 900 million worldwide users. In addition to a reduced CPE, using Taboola also increased the company’s on-site engagement. ## Ad Formats Available on the Yahoo Ads Network Before advertising with Yahoo, it’s important to take a look at the various ad formats available. Some might work better for your business than others. ### Search Ads Yahoo first gained recognition as a search engine, and it’s still used today. When you invest in search ads, those ads will appear at the top of search results. Taboola’s tools include a feature that displays search topic trends to help you determine how best to position your ads. Search ads tend to perform better when your goal is to grab high-intent users. ### Display Ads Visual content communicates more effectively than mere text, and this is where display ads can help. Yahoo’s display ads appear alongside its content, drawing attention away from the primary text. These ads work best for building general brand awareness or reaching a wide range of customers at once. ### Native Ads Native ads are designed to blend seamlessly with editorial content, adding a level of authenticity. Thanks to its Taboola partnership, Yahoo can now offer enhanced sophistication, giving small businesses the opportunity to personalize the ad experience for each reader. ### Video Ads As short-form video has grown in popularity, advertisers have found consumers responding favorably to video-based advertising. With Yahoo, video ads are placed across all its properties, depending on the type of ad placement you’ve purchased. Video ads are ideal for showcasing a product’s features and for marketing via storytelling. ### Yahoo Mail Ads With more than 225 million active users per month, Yahoo Mail remains a great place to reach consumers. Yahoo Mail ads appear either as native ads within the user’s mail or as banner ads to the right of the user’s mail. It’s ideal for brands, who can easily personalize their ads to each user. ## How Much Does It Cost to Advertise on Yahoo? The cost of Yahoo Ads depends on the type of ad. If you opt to contact Yahoo directly or use Yahoo DSP for your ads, you’ll need to be prepared to spend at least a few thousand dollars per month. Through Taboola, you can customize your spend to fit your budget, but the low cost per engagement makes Yahoo one of the better options for small businesses. ## Key Takeaways Yahoo’s wide variety of ad formats gives advertisers the freedom to choose options that align with their objectives. For small businesses, though, Yahoo’s advertising minimums can put it out of reach. That’s where Taboola’s partnership can help. You’ll get a dashboard to set up and manage your ad, along with the ability to customize spend to fit your budget. ## Frequently Asked Questions (FAQs) ### Can I advertise on Yahoo? Businesses of all sizes can advertise on Yahoo. “Yahoo Ads shouldn’t be ignored,” Pierre says. “It offers cost-effective acquisition, strong niche audience reach, and a unique blend of ad formats that can drive meaningful engagement and sales.” ### How do I post ads on Yahoo? To post ads on Yahoo, you’ll need to complete the contact form on its website. Small businesses should reach out to Taboola to get started. You’ll initially have to make some important decisions, including the ad formats you prefer and where you want your ads to appear. “When you’re picking where to put your ads, the choice should depend on your sales funnel stage,” Stephens says. “If you’re targeting high-intent users, Yahoo Search Ads are a solid choice. If you’re focused on brand awareness and engagement, Yahoo’s Native and Video Ads perform well within premium content environments. For direct response and retargeting, try Mail and Display Ads.” ### How do I advertise my business on Yahoo? To advertise your business on Yahoo, you’ll need to request an ad account and choose ad formats that align with your objectives. Choosing the right placements and creating compelling ad creatives are key to success. “Many businesses worry that Yahoo doesn’t have the same reach as Google or Meta, but they fail to consider that the intent might be different,” Stephens says. “Also, Yahoo’s ad network extends beyond its own properties.” --- ### Best Creative Practices for Performance Marketers in 2026 URL: https://www.taboola.com/marketing-hub/best-creative-practices/ Last Modified: 2026-04-12 07:49:25 If you’re a performance advertiser in 2026, chances are high you’re using data and audience insights to find your prospects and speed up conversions. This, obviously, means applying that foundational data to your creative process, too. Using engaging, high-quality creative ads in this busy web landscape can make or break your efforts to find and qualify high-intent users, as well as in converting those users into sales, so it’s vital to follow these creative best practices for success. ## 6 Best Creative Practices for Performance Advertisers to Know in 2026 As a performance marketer developing a campaign or program, you’ve likely done a lot of planning. You’ve done the research, you’ve determined audience targeting and segmentation, and you’ve probably already spent too much time trying to tweak social or search ads for better results. You know your goals and KPIs, and you’ve researched the latest digital advertising trends. The creative work of performance advertising should be built into your planning up front, along with all these other components — everything from the copy and CTA buttons to colors, logos, videos, GIFs, and more. These are a few broadly applicable common best practices for creative as you’re finding, qualifying, and converting your target audience in 2026: - A/B test everything: Test colors, test images, test fonts, and test any other elements that can be changed within an image, video, or interactive asset. - Go beyond the walled gardens: As users become fatigued and search and social channels show diminishing returns, turn to the open web to find users with real intent.  - Know the specs: Web users will notice a badly cropped or low-quality image, or a slow-to-load video, and dismiss them quickly. Make sure you’re using the right aspect ratio, resolution, or media type for the format or platform. - Learn and iterate quickly: This year, 39% of digital video ads are expected to be developed using AI. AI capabilities can help you quickly create and test variations of copy and creative to understand what’s working at a massive scale. Beyond these general best practices, here’s how to effectively incorporate creative efforts into your performance marketing campaigns. ### 1. Choose Images Wisely There’s both art and science involved in choosing images for your performance marketing campaigns. For example, including people in photos usually attracts more attention — specifically, photos of hands holding or pointing toward products tend to perform well. Consider what emotion the photo should be expressing, and include images that mirror your target audience members. Humanizing your product and brand can also work well for hero images on landing pages. You can include photos of users or experts, or use a powerful contextual image. Visuals generally work best when they’re authentic and unpolished, with a clear focal point. Overly styled or complicated visuals don’t appeal to users quickly and directly. Always avoid the “uncanny valley” of AI-generated ads that seem “off” to human viewers. Tools like Realize’s GenAI Ad Maker can generate images that appear human-generated, helping to scale quickly without losing any authenticity. GenAI AdMaker creates and optimizes creative variants aligned with platform recommendations, and is built on a proprietary framework trained with best practices, marketing objectives, advertiser categories, and network trends. For display ads, focus on visual simplicity, without clutter, following the rule of laying out the image, then the text, then the logo, to help a reader quickly skim the ad. ### 2. Make the User Experience Easy to Navigate With short attention spans, ads and related content have to be simple and straightforward. Consider both landing page and CTA optimizations to reach users. Landing page tips: - Keep it Short: 400-600 words per landing page is ideal, outperforming the longer, informative landing pages. Taboola trends show that even shorter lengths — around 250 words — can be successful. - Humanize it: Who wrote the article? What is their profession? When was the article published? Include as many details as possible to engage readers. - Top it with a strong hero image: Choose visuals of users, thought leaders, or contextual images that align with the copy. - Make it easy to read: Incorporate bold subheads, relatively large font sizes, and use short paragraphs to ensure the reader stays on the page. - Call to action (CTA) tips Use all three types of CTAs in ads and other marketing content to encourage users to click further: - CTA buttons at the top right corner and at the bottom of the page. - Hyperlinks, which are less aggressive within body copy. - Try gamified CTAs to catch attention. Place links carefully to avoid the areas where a reader can click out, such as the navigation bar, social sharing, testimonials, and the home page. ### 3. Use Rigor in Branding You might be running huge numbers of ads, landing pages, and more, but the work of branding has to be on point in every instance to make it effective. Make sure that ad visuals like colors, fonts, and images are consistently aligned with your company’s brand identity. This work pays off in the long run as you build recognition and trust with your desired audience — plus, it makes ads look more professional across the board. Branding can be incorporated into any type of ad format or channel. When using rich media, make sure your overall visual identity is included as it would be in a native ad. In videos, put your company logo in the upper left corner and incorporate branding throughout the video as well. Choose colors carefully to be eye-catching but also harmonious with any recognizable brand colors. ### 4. Craft the Right Copy You only have a second with ad copy to engage a user and spur them to action. Keep your copy as short and jargon-free as possible to speak authentically to your prospects, and focus on the value proposition whenever you’re speaking to users. This is especially key for display and rich media, so that users understand the benefits of your product or service and click through for more. Based on the audience research you’ve done, tailor copy to speak directly to your prospects and their interests, demographics, traits, or other details you have in hand. A tip: Web users tend to respond well to numbered lists, while a timeliness component (e.g., a limited-time deal) adds an enticement to learn more. Keep these best practices in mind when you’re writing ad copy: - Be descriptive. The best headlines are engaging, honest, and specific, and prime the reader for what they’re about to experience. - Be noteworthy. Remember the context in which your ad will appear. Make it stand out using editorial tone, expert opinions, first-person essays, or useful information. - Address your audience. Let your audience know you see them, calling them out by their demographic, interests, or traits to generate engagement from high-intent users. - Include dynamic keywords. Use a dynamic keyword insertion (DKI) like location or day of the week to make the ad feel tailored for your audience. ### 5. Include Movement Appropriately Today’s internet is a constantly moving landscape, with pop-up videos, subtly moving ads, and animation all showing up as part of the user experience. Once your prospects have found your ad or site, movement can spur them towards conversion, but use it carefully: Think about adding animation or transitions with subtle motion that encourages interaction, so the ad doesn’t feel intrusive or spammy. Video is also an intrinsic part of performance marketing. Follow best practices for making video actionable, including keeping them short (under 15 seconds) and focused on the message at hand. CTA buttons are also important in videos. Put your CTA in the lower right corner to spur user interaction, and time it so it shows up shortly after the video starts. ### 6. Experiment With Ways to Engage Users The ultimate goal of creative work for performance advertising is to move a user toward conversion — a subscription, purchase, or whatever it may be for your business. There are more ways to educate, entertain, and engage readers than ever before, like motion ads, carousels, display ads, and vertical ads. Within rich media, there are interesting, dynamic formats to try, as well as interactive, visually appealing product demos or other storytelling options. To urge users to interact, you can incorporate swipe and hover gestures, not just clicks. Try multi-frame carousel ads to tell a story to readers, with these best practices: - Tell it in chapters, where each card moves the story forward. - Make it interactive — design for exploration, not passive viewing. - Change the visual beat: use varied imagery or angles to keep users swiping. ## Key Takeaways With search and social channels showing diminishing returns, it’s time for businesses to stand out by creating, publishing, and continually testing top-notch creative work. While the impact of creative work can seem like a guessing game, it’s completely possible to add rigor to designing, publishing, and testing all parts of creative — like the colors of the CTA button or whether the headline is capitalized — to see what engages your audience. AI-driven performance marketing tools are designed to automate this work so you can identify what’s working quickly. Experimenting and testing creative as you build campaigns will lead to more and more refinement of what you know about your audience and what they respond to across formats — landing pages, rich media, display ads, videos, carousels, and more. What combination of images and words leads to clicks and conversion? Test, learn, and iterate to get to the right combination for your audience and business. ## Frequently Asked Questions (FAQs) ### What are examples of creative best practices? Creative best practices are essentially about best serving your audience, and can result in more high-quality leads and conversions. These include choosing the right image or video for each platform, and considering the audience and how to attract them with a glance. Creative best practices also mean keeping copy simple, with a single ask of the user, alongside that image, video, or rich media or display ad. You can follow specific best practices for CTAs, landing pages, carousel ads, and more to use industry standards when trying to capture audience attention. Creative best practices reflect the essence of “creative”: Taking risks, trying new things within the format’s constraints, seeing what resonates, and tailoring accordingly. ### What best practices should you follow when making creative? When making creative work, these best practices are essential to get right. Make sure your message is direct and clear, with one desired action for users to take. Tell a story with your advertising and create connections with users, showing that you understand their challenges. Use professional visuals that are tailored to your audience. Always test and learn from those tests, then iterate accordingly. ### What are the best practices for TikTok ad creative? TikTok ad creative performs best when it’s made specifically for the platform. So, use an authentic, not overly polished style, include sound, orient vertically, and film at least at 720-pixel resolution. Other TikTok creative best practices include featuring people and plugging into current trending topics and memes for relevance. --- ### 5 Leading Performance Marketing Platforms URL: https://www.taboola.com/marketing-hub/performance-marketing-platforms/ Last Modified: 2026-05-23 19:58:57 What’s changed in our 2026 update: - Updated and current in-depth information on all platforms. - Updated and additional data in chart. - More detailed breakdown of pricing for all platforms. - “What the users say” section added to each platform, with quotes from users giving their feedback. - Updated and additional guidance in “what to look for” advice section. - Updated and current information in all FAQs. # Best Performance Marketing Software: How To Choose the Right Platform For You Measuring and optimizing content marketing efforts isn’t optional if you want to remain competitive online. Performance marketing platforms are the backbone of successful digital marketing strategies, helping businesses track, analyze, and improve their marketing campaigns in real time. With dozens of options out there, though, choosing the right platform can feel overwhelming. That’s where this comprehensive guide comes in. I’ll walk you through the best performance marketing software on the market, helping you compare your options and choose the most appropriate platform for your business. ## 5 Top-Rated Performance Marketing Platforms Platform Best for Features Monthly Cost 1. HubSpot Marketing Hub Businesses of all sizes looking for an AI-powered, unified CRM and marketing platform. - Full suite of AI agents for automation - Unified CRM - Collaborative workspace - Content remixing - Advanced attribution modeling - Custom reporting dashboards - A/B testing capabilities - Lead scoring & management $15/mo (Starter plan) $1,450 (Professional Plan), $4,700 (Enterprise Plan). 2. Voluum Solo affiliate marketers to large-scale agencies running high-volume paid traffic across multiple channels. - Direct API integration with 40+ ad networks - AI traffic distribution sending visitors to highest-converting landing pages - Mobile app for campaign management - Anti-fraud kit that measures traffic in real time using 10+ data points - Support for all ad formats - Direct-link tracking $199 (Profit), $299 (Scale), $539 (Start-up), $799 (Agency), $1,599 (Enterprise). 3. AnyTrack E-commerce and lead-gen marketers needing a no-code server-side (CAPI) and GA4 data pipeline. - No-code CAPI - GA4 real-time sync - Auto-tracking that records every marketing action - Streamlines conversion data across multiple platforms - Lead-to-sale attribution, connecting offline CRM events to the original ad click $100 (Starter Plan), $150 (Personal Plan), $300 (Advance Plan). 4. Scaleo Affiliate networks, iGaming operators, and advertisers (medium to large businesses) wanting AI-powered insights and needing robust lead management and fraud protection. - 100+ apps and omni-channel integrations - Advanced anti-fraud kit and smart links - Lead management module - White-label dashboard & customizable UI - Conversion-based billing $299 (Professional), $499 (Enterprise), $999 (Custom). 5. Realize Brands looking to generate performance marketing results at the lower funnel stage, beyond the walled gardens of search and social media. - Automated bidding that adjusts in real-time to hit specific CPA/ROAS targets - Generates static/motion ad variations instantly - Finds and converts users at scale, reaching 600 million daily users - Matchmaking AI drawing from 17+ years of first-party data - Predictive audience targeting based on user intent - High-visibility creative options (display, vertical, carousel, video, and more) - Social Importer tool to repurpose existing assets - Abby GenAI assistant to help with onboarding, troubleshooting, campaign advice Performance-based model; campaigns billed on cost-per-click (CPC) basis, or cost-per-mille (CPM) for programmatic. Performance marketing platforms aren’t one size fits all, so how do you determine which gets you the most bang for your buck? Here’s a closer look at the leading solutions available on the market. ### 1. HubSpot Marketing Hub This platform stands out as a one-stop shop for businesses seeking a holistic solution. HubSpot’s Marketing Hub combines robust analytics with intuitive campaign management features, streamlining your marketing efforts and making them easier to measure. Its features include advanced attribution modeling, custom reporting dashboards, marketing automation, lead scoring and management, and A/B testing tools. HubSpot has recently undergone several major updates following its INBOUND 2025 conference. While the core all-in-one value proposition remains, the platform has shifted heavily toward AI integration and seat-based pricing. The biggest update is Breeze AI, which replaces older, more basic automation tools. Best for: Businesses of all sizes looking for an AI-powered, unified CRM and marketing platform. Monthly cost: - Starter: Now begins at $15/month per seat (billed monthly) or $9/month (billed annually). This cost is a significant drop and makes the starter tier more accessible for small teams. - Professional: $1,450/month and includes 5 core seats. Additional core seats are about $45-50/month. - Enterprise: Starts at $4,700/month. - Onboarding fees: Mandatory for higher tiers. Pros - New Breeze AI features significantly reduce the manual work required for email drafts, social media scheduling, and data entry. - The integration between hubs remains deep, with flexible views (Kanban, calendar, or list views) available across all objects. - The $15/month starter plan makes it a viable choice for small businesses that previously found it too expensive. - Comprehensive integration with CRM and a user-friendly interface. - Extensive educational resources and strong community support. Cons: - The cost scales based on marketing contacts; if your list grows, your bill can jump by hundreds of dollars per month unexpectedly. - While AI makes things easier, setting up AI agents and prompt-based workflows effectively requires some patience and skill. - Professional and enterprise-level plans typically require an annual plan. - Some advanced features are limited to the Enterprise plan. What the users say: - “HubSpot is, if not easier, a little more intuitive than SalesForce, in my opinion.” - “You’ll find quickly basic, necessary, features (automations, logic) are hid behind Enterprise paywall.” - “Their poor reporting is unbelievable at this point. No reason reporting on ads should require so many hoops to go through. I run clients’ platforms all through Databox so they have a single source of truth. But folks relying solely on HubSpot shouldn’t have to employ so many workarounds just to have decent dashboards right within HubSpot.” ### 2. Voluum Think of this platform as the performance marketer’s Swiss Army knife with an AI blade edge. Voluum packs a punch with advanced tracking, intelligent optimization, and fraud protection rolled into a cloud-based platform that works wherever you do. Even if you’re running diverse campaigns across multiple channels, this platform is the ultimate unified command center that brings clarity to the chaos and uncovers opportunities hidden in your data. Offering support for all ad formats, including email, pop-ups, push ads, social ads, and display banners, the platform also includes an anti-fraud kit that measures traffic in real time. The company’s newest feature, Voluum Automizer, offers deep, plug-and-play API integrations with 40+ ad networks (Google, Meta, TikTok, Taboola, etc.), allowing you to pause campaigns or adjust bids within Voluum without logging into the ad platforms. You can set if/then logic (e.g., “If ROI is less than -20% after $50 spend, pause campaign”). It automatically redirects traffic to the best-performing landing pages or offers in real-time, based on your conversion data. Best for: Solo affiliate marketers to large-scale agencies running high-volume paid traffic across multiple channels. Monthly cost: - Profit: $199/month (billed annually). - Scale: $299/month (billed annually). - Start-up: $539/month (billed annually). - Agency: $799/month (billed annually). - Enterprise: $1,599/month (billed annually). - Corporate: $3,999/month (billed annually). Pros: - One of the best mobile apps in the tracking space. - One of the most robust anti-fraud kits, able to identify data center traffic and library bots that competitors often miss - User-friendly and intuitive interface. - Cloud-based solution with global CDN (content delivery network), allowing remote operation in any country. Cons: - Overage fees can add up quickly if you exceed your plan’s event limit (clicks/visits). - Live and dedicated account managers are restricted to the more expensive plans. - Data is only saved 3-6 months for lower plans; YOY data needed for seasonal planning is only available at the higher tier. - Limited customization options. - Bigger learning curve for beginners unfamiliar with the platform. What the users say: Ali By, of AFFMaven, said, “After spending 20+ months testing every major ad tracking platform on the market, Voluum has become my go-to solution for campaign optimization. Voluum remains the gold standard for affiliate marketers and media buyers managing substantial ad spend across multiple traffic sources. The AI automation and fraud protection justify the premium pricing for serious performance marketers.” ### 3. AnyTrack Anytrack is an affordable conversion tracking game-changer that automates what marketers used to spend hours doing manually. AnyTrack plugs into your tech stack and instantly starts capturing customer journeys across channels without requiring complex setup or custom code. This plug-and-play conversion API (CAPI) bridge bypasses browser-side tracking issues (iOS 14+, ad blockers) by sending data directly from the server to the ad platforms. It also has a deep, native integration with Google Analytics 4 (GA4), solving the common issue of conversion mismatches between Shopify/ClickFunnels and GA4. It’s added schedule and upsell as standard event types, allowing coaches and e-commerce brands to track much further down the funnel than before. AnyTrack also recently added an automated sync for Facebook lead ads, allowing you to instantly push lead data into your CRM or other ad platforms for real-time retargeting. With its AutoTrack and AutoTag capabilities that automatically measure events like outbound clicks and form submissions, it’s the “set it and forget it” solution that helps you see which marketing activities deliver the best ROI. Best for: E-commerce and lead-gen marketers needing a no-code server-side (CAPI) and GA4 data pipeline. Monthly cost: - Starter: $100/month ($1,000 billed annually). - Personal: $150/month ($1,500 billed annually). - Advance: $300/month ($3,000 billed annually). Pros: - 14-day free trial. - Unlike some trackers requiring complex GTM (Google Tag Manager) setups, AnyTrack handles server-side tracking automatically. - Because it fires to all platforms simultaneously, your “add to cart” or “lead” audiences on TikTok, Meta, and Google update in real-time. - It’s still one of the fastest tools to set up for Shopify, WooCommerce, and funnel builders. - Custom audience-building tools from collected campaign data. Cons: - The entry price has doubled for users who need more than the very basic free plan. - Costs can rise if you exceed your monthly session limits ($0.40 per extra 1,000 sessions), which can be tricky during high-traffic sales like Black Friday. - AnyTrack is a data pipeline that gives ad platforms better data so their AI can optimize, but it won’t manage your bids for you. - May not work for larger companies or enterprises with more campaigns to track. What the users say: Sean Si, editor-in-chief at SEO Hacker, said there are many reasons he likes AnyTrack. “All it takes is a single line of code for you to set up AnyTrack.io on your website. If you’re a marketer, you’ll need little to no help from a developer setting this up. I love the Dashboard because it gives me a full view of the data that I need to see in one glance. has full documentation on how to use the right way so you won’t get lost.” ### 4. Scaleo Scaleo has solidified its position as a high-end, AI-powered performance marketing platform that thinks ahead for you, keeping your business out in front of the next big thing. Its intelligent system tracks campaigns, actively hunts down fraud, predicts winning combinations, and suggests optimization opportunities. For data-obsessed marketers who want enterprise-grade intelligence without the red tape, Scaleo delivers savvy insights with remarkable ease. Its features include a lightning-quick interface with intuitive filters and data reporting, as well as advanced targeting with 10 or more segmentation rules. More recent updates focus heavily on iGaming, lead management, and expanded automation for affiliate networks. Scaleo has evolved from a pure click tracker into a full lead management system. It now includes lead distribution rules, allowing you to sell/route leads to different buyers automatically based on quality or location. Scaleo has also released specific updates tailored to iGaming operators, including better tracking for hold periods on conversions and complex commission structures, common in that industry. To stay ahead of privacy changes and ad platform restrictions, the company prioritizes direct linking, which allows tracking without the suspicious redirect URLs that often get ads flagged. Best for: Affiliate networks, iGaming operators, and advertisers (medium to large businesses) wanting AI-powered insights and needing robust lead management and fraud protection. Monthly cost:  - Professional: $299/month, which includes 10,000 conversions and all core features. - Enterprise: $499/month, which increases conversion limits to 40,000 and adds the lead-management add-on and a dedicated customer success manager. - Custom: Starts at $999/month and is designed for major networks with 90,000+ conversions, offering custom feature development and full automation. Pros: - Its Anti-Fraud Logic™ remains the industry gold standard, providing a fraud score (0-100%) for every conversion. - Modern and customizable interface, allowing you to completely rebrand the dashboard for your affiliates to make it look like your own proprietary software. - Typically offers unlimited clicks and only bills based on successful conversions, which is more predictable for high-volume media buyers. - Cutting-edge AI and machine learning features. - Built specifically for affiliate networks, advertisers, and media buyers looking to scale. Cons: - Much higher price point compared to competitors. - Lead management and invoicing modules are powerful, but if you need to track just a few links, you’re paying for a lot of enterprise red tape you won’t use. - While the API is complete, it requires a fairly high level of technical skill to fully automate custom workflows compared to low-code trackers. What the users say: One reviewer said, “Used this software for a few months now, and still discovering new functionalities that this platform offers. They constantly also add new features, so you end up getting a lot more than you have initially paid for. Support team is very friendly and professional. Phone call support is only available on demand, no line you can call 24/7. Could be a problem if you are in a different time zone.” ### 5. Realize Performance advertising platform Realize has a refined toolkit, leaning heavily into a performance AI ecosystem that automates everything from bidding to creative generation. Its fully integrated performance AI suite offers automated bidding to meet performance goals, while an improved automated solution uses predictive algorithms to automatically block significantly underperforming sites and creatives, preventing wasted budget. With access to a robust network of premium publishers and apps, including NBC News, Yahoo, and Samsung, it delivers conversion-focused campaigns at scale. Using a generative AI trained on nearly two decades of proprietary data, Realize instantly generates static and motion creative variations tailored to your specific marketing goals. The platform allows you to build hyper-relevant, localized advertorial landing pages from simple prompts, and its suite of creative tools, including a landing page builder and the Social Importer tool, allows you to quickly and easily repurpose existing assets. Realize is the go-to platform for performance marketers seeking a cost-effective way to attract new eyeballs beyond expensive, oversaturated search and social channels. Best for: Brands looking to generate performance marketing results at the lower funnel stage, beyond the walled gardens of search and social media. Monthly cost:  Performance-based model; campaigns billed on cost-per-click (CPC) basis, or cost-per-mille (CPM) for programmatic. Pros: - Extensive network access to a curated, MFA-free ecosystem including top-tier publishers like NBC News, Yahoo, Xiaomi, and Samsung. - Features like Optimize for Engagement qualify audiences based on on-site behavior to build high-intent retargeting pools. - No-code implementation lets you set up button clicks and URL tracking without developer support or manual code edits. - A GenAI expert, Abby, automates onboarding, troubleshoots creative rejections in real-time, and offers budget advice. - Focuses on the consideration and action stages of the funnel. - Wide suite of creative tools. - Predictive AI that focuses on user intent, rather than user identity. Cons: - Automated strategies require a data-gathering learning phase, so performance may be unpredictable during the initial setup. - Not as appropriate for top-of-funnel campaigns. - Some of the more advanced tools may have a learning curve. - Certain high-intent targeting tools, like Search Keyword or Mail Domain targeting, currently have limited availability in specific global regions. What the users say: According to one Redditor, “The challenge you’re going to have will be attribution. The Realize platform will say you have a CPA of x, and so will your Meta. Both will likely be claiming the same conversions to an extent, but that’s the same for all platforms. To be clear, you’re gonna have the same attribution problems with Stackadapt and Quantcast too!” Another says that, “Realize can perform well with a strong hook and a fast, relevant landing page. Unlike Meta, this approach takes work, but great creative and a solid landing page can lead to surprising results.” ## What To Look for in Your Performance Marketing Platform Not sure where to start? Here’s a step-by-step look at how to pick the best performance platform to supercharge your marketing efforts in today’s AI-driven landscape. ### 1. Define Your Goals for the Agentic Era Start by identifying whether you’re focused on lead generation, conversions, brand awareness, or holistic multi-channel management. In 2026, this decision also means deciding how much autonomy you want to give your platform. Are you looking for a tool that simply tracks your manual efforts, or a system with autonomous AI agents that actively hunt for ROI and adjust bids in real time? Your answers will determine which platform’s strengths best align with your top priorities. Whatever your specific goals, remember that clean, high-signal data keeps AI-led operations on target. ### 2. Prioritize Privacy-First Tracking (CAPI & Server-Side) With third-party cookies fully deprecated, focus your technical resources on server-side tracking. Evaluate whether a platform supports CAPI for major networks like Meta, Google, and TikTok. A platform solely reliant on browser-side pixels will leave blind spots in your data. Look for a solution that acts as a secure data bridge, ensuring you capture 100% of your conversions while remaining compliant with global privacy regulations like GDPR and CPRA. ### 3. Consider Your Technical Resources Think about your team’s bandwidth and technical capabilities. Some platforms require significant in-house expertise to manage, while others have a more user-friendly dashboard requiring minimal setup. ### 4. Evaluate Integration Needs Take stock of your current marketing stack (CRM, e-commerce platform, analytics tools, etc.). Prioritize platforms with bi-directional integrations. The platform should read your data and write back to your CRM to trigger lead-nurturing sequences, or update your ad platforms with offline conversion signals (like a phone sale or signed contract). Look for deep integration that fuels the platform’s machine-learning loops rather than just populating a basic report. ### 5. Compare Similar Plans/Features Create a comp sheet that evaluates platforms based on AI transparency and core capabilities, such as tracking methods, fraud detection, audience segmentation, and scalability. As platforms move toward black box automation, you need to know which levers you can still pull. Compare: - Predictive insights: Does it suggest optimizations or execute them automatically? - Fraud detection: Does it use AI to block bot traffic in real-time before you pay for the click? - Creative testing: Can the platform automatically rotate and test GenAI creative variations? Request demos using your actual historical campaign data to see how different platforms handle and process the information. Don’t just look for the shiniest features — look for the ones that provide the most actionable clarity. ## More on Performance Marketing Platforms ### Why They’re Important Performance marketing platforms are like your trusty marketing sidekick that can take your content marketing efforts from good to great. The right one for you becomes your high-tech marketing command center. In an era where data privacy is paramount and AI moves at lightning speed, these platforms are essential for: - Accelerating speed-to-insight: These platforms provide metrics and use agentic AI to surface actionable insights in real-time, allowing you to move from “What happened?” to “What’s next?” instantly. You understand what works and what doesn’t, saving time, investment, and resources. - Future-proofing your tracking: With the sunsetting of third-party cookies, these platforms provide the necessary infrastructure (like server-side tracking) to maintain accuracy without compromising user privacy. - Unifying the open web: These platforms give your business a competitive edge by helping you scale beyond the walled gardens of search and social, reaching premium audiences across the entire internet. - Better optimization and resource allocation: Tracking performance in real time lets businesses spend resources more effectively to drive results. - Giving your business a competitive advantage: Advanced analytics and automation help companies stay ahead of their competitors so they can pivot fast when needs shift. ### Benefits of Performance Marketing Platforms The right platform can transform and elevate your marketing strategy. Key enhancements may include: - Improved ROI tracking. - Privacy-safe attribution. - Zero-party data enrichment. - Autonomous creative testing. - Fraud shielding. - Precise audience targeting. - Automated, real-time campaign optimization. - Better customer journey mapping. - More accurate attribution modeling. - Access to a wide range of placements (ideally beyond just search and social). - More impactful creative. “While branding and performance are both valuable for effective marketing, marketers need specialized tools,” says Adam Singolda, founder and CEO of Taboola. “There is no such thing as a ‘Full Funnel’ solution — that is a myth. In practice, no platform can be the best choice for both branding and performance.” ## Key Takeaways A top-tier performance marketing platform is the central nervous system of a modern business. Essential for modern digital marketing, the right platform can significantly improve marketing ROI and efficiency. It also protects your data in a cookieless world and automates complex optimizations, freeing humans to pursue other tasks requiring critical thinking and strategy. When choosing the right partner for your business, consider factors like server-side tracking (CAPI), agentic AI and integration capabilities, technical requirements, and a pricing model aligned with your business outcomes rather than vanity metrics. Ideally, your platform should tick all your boxes while offering room to grow as your needs evolve. ## Frequently Asked Questions (FAQs) ### What is CPA performance marketing? Cost-per-action (CPA) performance marketing is a model where you only pay when a user completes a high-value action, such as a sale, form submission, or app installation. This approach ensures your team’s marketing spend is directly tied to measurable results. In 2026, CPA marketing has evolved into predictive CPA, where platforms use AI to forecast which users are most likely to convert, allowing you to bid more aggressively for the highest-value customers while minimizing wasted spend on window shoppers. ### Is performance marketing the same as SEO? No, but they’re becoming more closely linked. While performance marketing typically refers to paid, immediate, and measurable actions (like PPC or native ads), SEO focuses on long-term organic visibility. The two have converged through generative engine optimization (GEO). Modern performance platforms use your high-performing paid ad data to inform your SEO strategy, ensuring your brand appears in paid placements and as a cited source of truth in AI-generated search answers. ### What are some performance marketing trends to follow in 2026? - The rise of agentic AI: Marketing sidekicks have been replaced by AI agents that suggest and autonomously execute changes — rotating creatives, shifting budgets between channels, and blocking fraud in real time. - Privacy-first owned ecosystems: With the deprecation of third-party cookies, the focus has shifted to first-party data. Successful marketers are building owned audiences through SMS, email, and community hubs to stay independent of fluctuating ad platform algorithms. - Conversational and visual search: Performance ads are moving away from blue links and toward interactive, conversational formats. In 2026, your ads might appear as a helpful suggestion within an AI chat, or as a shoppable element inside a short-form video. - Hyperpersonalization at scale: AI now allows for 1-to-1 creative versioning, where a single campaign can automatically generate thousands of personalized variations tailored to a user’s specific intent and past behavior. --- ### 5 B2B Marketing Strategies (And Examples) to Grow Your SMB URL: https://www.taboola.com/marketing-hub/b2b-marketing-strategy/ Last Modified: 2025-07-29 09:14:04 Most small to medium-sized businesses (SMBs) think about individual customers when it comes to their marketing. But with business-to-business (B2B) marketing, your company could be selling directly to other businesses instead. Although it’s common to leverage many of the same tactics that business-to-consumer (B2C) companies use, some aspects are different. Let’s look at what your B2B marketing strategy will need to focus on. ## What Is a B2B Marketing Strategy? A B2B marketing strategy is a plan that outlines how a business will reach other businesses to form a sales partnership, where that business sells its products and services to the other. Buyers in B2B are typically higher level executives, usually C-Suite or, at minimum, director level positions. One of the biggest differences between a B2B and B2C marketing strategy that must be accounted for is the longer sales cycle. While consumers may impulse purchase or buy after little research, the opposite is often true of B2B. Companies looking for solutions to their problems can take months, even years, to make a decision. This is often due to both budget considerations and multiple stakeholders being involved, along with comparisons being made to other companies that offer similar options. Another aspect that differs in B2B and B2C marketing is the focus. For the average consumer, return on investment on their purchase isn’t necessarily a factor. But with businesses, money is everything: Decisions made about purchases often result from long-term relationships built between the sales team and the stakeholders, with rational and carefully thought-out research driving the ultimate decision to purchase. ## A Look at the B2B Marketing Process ### Awareness Like a B2C marketing process, the awareness stage is the top of the funnel. This is when potential customers realize they have an issue that needs solving. They may not be aware of your brand yet, so marketing efforts at this stage should be focused around getting the brand name out to the relevant potential customers. The goal here is to attract as much attention from the right people as possible. Marketing approaches like search engine optimization (SEO), paid advertising, and industry reports with proprietary research or data are some of the best options for this early stage of B2B marketing. ### Interest and Consideration The middle of the funnel is the interest and consideration stage. The potential customer is aware of your brand but they’re still in the process of researching the different options on the market. This is your opportunity to position yourself as a trusted expert in your field: Email marketing, webinars, case studies, product demos, and retargeting ads are all great options for keeping your business top of mind. ### Decision The bottom of the funnel is the decision stage, where the customer makes a purchase decision. Continuing to build trust here is essential for closing the sale. Testimonials, personalized outreach, and offers like free consultations can all help nudge the prospect into converting (leads are not necessarily prospects). ### Retention Your marketing isn’t finished because the customer has moved forward with your business over a competitor. Retaining that customer is just as important, especially in B2B where there may be a smaller pool of prospects than a B2C business has. A clear onboarding process, along with referral programs or other loyalty incentives, are good options for turning these new customers into brand advocates. ## How to Create a B2B Marketing Strategy in 6 Steps ### 1. Define Your Audience Understanding who your ideal target is means you can craft the right messaging and tone when you start actually marketing your products and services. Develop an ideal customer profile and identify the key decision-makers that your ideal business partner likely has. Include information in your research like company size, specific identifiable pain points, and any information you can gather about the internal decision-making process. ### 2. Set Clear Goals Establishing clear, measurable goals means you can more effectively track the success of your marketing strategy. Some examples of the type of goal you could set as a B2B business are generating a certain number of leads per month, or improving customer retention by a fixed percentage year-over-year. ### 3. Choose Your Marketing Channels Once your customer research is complete, you can begin deciding which marketing channels will likely be the most effective in reaching these people. At the awareness stage, choose the platforms where your audience spends the most time, and where you can demonstrate your expertise. For performance marketing, with goals focused on consideration or transaction stages, choose channels which will deliver actions by targeting users based on behavioral patterns and intent, rather than simple demographics. Content marketing, SEO, paid ads, and email marketing are often the most effective digital marketing channels for B2B businesses. ### 4. Develop a Lead Generation Plan Once you start attracting potential customers, nurturing them to become leads is how you’ll start helping the sales team close those contracts. Nurture your prospects through personalized content and strategic follow-up conversations. While lead generation could look like paid ads or downloadable resources for the prospect’s industry, lead nurturing is more personal and focused on tactics like email sequences and retargeting ads. ### 5. Align With the Sales Team Due to the long nature of the sales process, marketing and sales must continue to work together to convert qualified leads into customers. Understanding who is responsible for what is important here, as is sharing information between teams. Using a customer relationship management (CRM) software can help with this, tracking any calls or email outreach that each team works on. ### 6. Track Performance Continually tracking and assessing performance is essential for developing and refining your B2B marketing strategy over time. Key performance indicators (KPIs) like conversion rates, customer acquisition rates, and return on investment are essential for determining what’s working well and where improvements need to be made. ## Top 5 B2B Marketing Strategies ### 1. Keep Your Positioning Specific When stakeholders are comparing your business to your competitors, you want to make sure you stand out. Having a unique value proposition (UVP) that sets you apart from the rest means that your brand is more memorable when conversations are happening and decisions are being made. ### 2. Have a Deep Understanding of Your Target Audience Not every company in the same industry will have the same problem, but many of them do. Simplify your marketing by getting to the core of what exactly are your audience’s pain points and you’ll likely find that, while businesses say they’re the only ones struggling with something, what they actually need help with is similar to other prospects. Knowing this information and getting to know each prospect on a deeper level can help you build relationships long term and nurture those prospects into leads. ### 3. Offer Valuable Information for Middle and Bottom of Funnel Visitors One of the most effective lead-nurturing tactics is content marketing. This means creating written or visual content that not only demonstrates your expertise but also helps your prospect in some way. White papers, e-books, even informational videos can all provide education to your prospect while reminding them why you’re the best choice. Another benefit? Content is great for your SEO! ### 4. Use Automation to Your Advantage Where you can, use automated features in your CRM to send follow ups, streamline data-gathering and research, and send your lead generation and nurturing emails. Whenever you can save time through automation, this frees up more time for personalized communication with prospects or opportunities for testing new marketing channels. ### 5. Invest in Thought Leadership Stakeholders want to know that the people they’re buying from are experts in what they do. Providing thought leadership, where your executives and directors share their insights through content, can help build trust and position your team as industry leaders. ## 4 Examples of Strategies for Effective B2B Marketing ### 1. Account-Based Marketing (ABM) ABM focuses on targeting high-value prospects with highly personalized marketing efforts. This approach narrows targeting onto specific businesses and their decision makers. To create an ABM strategy, extensive research should be conducted on the company being targeted, before tailored messaging is sent to them to address their specific pain points. ### 2. Email Marketing Even with hundreds of messages coming into inboxes each day, email marketing remains one of the highest ROI channels for B2B marketing. Leads can be nurtured with personalized content, which can be automated on your end for a more streamlined approach. Email lists can be segmented by industry, company size, or even level of engagement with your business. ### 3. Paid Advertising Paid advertising also offers a number of different options for lead generation and nurturing as a B2B business. For new prospects, ad targeting can be set to broad or narrow categories, depending on the type of strategy you’re using. Once you have enough data, you can also set up retargeting ads that re-engage those who have already interacted with your brand. ### 4. LinkedIn Social Media Advertising While social media marketing as a B2B company can seem more difficult, the most obvious channel to connect with prospects is on LinkedIn. Ads on this platform can be targeted directly at key decision-makers within prospective companies, while organic posts on the platform can help you build a network over time. ## Key Takeaways A strong B2B marketing strategy can quickly open doors to new opportunities and long-term partnerships with new prospects. With a strategic, relationship-driven approach, your brand can ensure sustainable growth in competitive B2B spaces. ## Frequently Asked Questions (FAQs) ### What are the best B2B marketing platforms? Some of the best marketing platforms for B2B companies are LinkedIn and Google, both organically and with paid advertising. ### What are some current B2B marketing trends? Personalized content has always been important for B2B marketing, but the introduction of AI and automation has made streamlining lead generation and nurturing much easier. More B2B marketing trends important for advertisers to know include ABM and thought leadership. ### What are the best B2B marketing tactics for 2025? Account-based marketing using interactive and AI-generated content is on the rise for 2025. Thought leadership is still a highly effective tactic, particularly when combined with other interactive content like webinars or virtual events. --- ### How to Build an E-Commerce Marketing Plan That Works URL: https://www.taboola.com/marketing-hub/e-commerce-marketing-plan/ Last Modified: 2025-03-31 12:48:25 It’s no secret that online shopping has continued to grow over the last few years, particularly after the Covid-19 pandemic. In 2025, retail e-commerce sales worldwide are expected to exceed $4 trillion as global internet access and adoption, particularly for shopping, increases. The U.S. alone is expected to contribute over $1 trillion to this figure. With so many potential customers out there willing to spend their money online, it’s essential that your e-commerce marketing takes full advantage of this. But e-commerce marketing is a unique challenge of its own, so developing a tailored marketing plan that takes your specific growth goals into account is the best way to achieve the results you’re looking for. ## What Is an E-Commerce Marketing Plan? An e-commerce marketing plan is a strategic roadmap that outlines how a business will attract, engage, and convert new customers to their online retail business. It outlines the marketing channels to be used and the tactics and strategies that the marketing team will implement, along with goals that will increase sales and build brand awareness. A good e-commerce marketing plan should be flexible and adaptable to accommodate changes in consumer behavior, market trends, and even algorithm changes on search and social platforms. For small to medium businesses especially, the marketing plan should prioritize channels that offer the best return on investment (ROI) and fit within the overall marketing budget. The goal should always be to move customers through the different stages of the marketing funnel, from awareness to purchase, while also nurturing those customers into long-term brand fans. ## Why Is Your E-Commerce Marketing Plan Important? Whether you’re a small business selling products from your home or a growing company with a wide product distribution, having a strong marketing plan is essential. Without a clear strategy in place, marketing efforts become scattered and disjointed, leading to wasted time and money. One of the biggest benefits to having a marketing plan is that it gives you and your team focus and efficiency. Operating with limited resources means that every dollar and minute count. A structured plan helps you prioritize the most important and impact-driving channels, ensuring that where you’re putting in time, money, and effort aligns with your goals. Brand consistency is also vital when building awareness and trying to attract top of funnel (TOFU) visitors to your website. Customers very rarely make a purchase through a first website visit or interaction on social media. Instead, they’ll pass through multiple touchpoints with your brand as they move through the sales and marketing funnel on their way to a purchase. Having a well-defined and clear e-commerce marketing plan ensures that brand messaging, branding, and customer experience remains consistent across all channels. Finally, one of the most overlooked benefits of a marketing plan is its ability to make your team more adaptable. When success metrics are clearly outlined in the plan alongside goals, it makes it clear to your team when marketing efforts are working well and when changes need to be made. From there, you can make necessary adjustments that allow you to stay competitive. ## Broad versus Specific Approaches ### Focusing on Overall Improvement A broad approach to e-commerce marketing means that your plan covers multiple aspects of the business, rather than relying on specific marketing channels in any great depth. Full-funnel approaches are generally best for businesses looking to build a loyal customer base long term, along with teams who have never created an e-commerce marketing plan before. This typically uses approaches like search engine optimization (SEO), content creation, and a focus on improving the customer experience. Multiple channels will be used but specific goals for each will not be outlined in the plan. Instead, overall growth metrics will be assessed instead. While this can be beneficial in some cases, it’s also important to remember that trying to cover every marketing avenue without specificity could lead to budget being stretched too thin. Without tracking these channels in granular detail, it can be more difficult to attribute both successes and failures within the business’ marketing efforts. ### Focusing on Specific Channels The opposite of a broad approach, an e-commerce marketing plan that focuses on specific channels can be beneficial when testing new options like paid ads or content creation. Typically, teams that have been working on e-commerce marketing for several years and are comfortable with this approach will move toward this type of plan. This is because they have the expertise to understand what channels may be best to add, or to stop using, while also having the knowledge to assess detailed metrics from these new opportunities. However, there are also pitfalls to this approach. Being too narrowly focused on a single channel or handful of channels means that efforts could be wasted in one area, with a potentially successful channel being overlooked. Your team may also struggle to make this plan a reality if they don’t have the necessary resources to support them. ## E-Commerce Marketing Plans: What Should They Include? ### 1. The Executive Summary The executive summary should be in a short paragraph at the start of the marketing plan. This outlines high-level answers to questions like what your team wants to accomplish with the plan (e.g., the revenue goal for overall marketing efforts for the year), where your brand currently stands, what will be changing, and how those efforts will happen. ### 2. Business and Marketing Goals The overall business goals should be briefly outlined in this section of the plan, before moving onto the marketing-specific goals. All marketing goals should align with the bigger picture, but this section doesn’t need to describe how these goals will be achieved. ### 3. Target Audience and Customer Personas Identifying your target audience is one of the most important sections of an e-commerce marketing plan. Keep in mind that you may have more than one target audience, particularly if your plan is covering multiple products that your business sells. Break these audiences down by personas that outline the typical demographic information for this group, their behavior, and the needs they have that your business fulfills. ### 4. Competitor Analysis Knowing who you’re competing against and what makes them different from your business is essential. Look at both direct and indirect competitors, locally and nationally, to see where your business stacks up against what they offer. From here, you can identify gaps in the market that you can take advantage of with both your marketing and product suite. ### 5. Brand Position and Messaging From your competitor research, you should be able to identify what makes your business unique. Outline your unique value proposition (UVP) in this section of the plan to help your marketing team put together messaging that clearly demonstrates what makes you different. This will help them establish a more consistent brand voice and tone. ### 6. Marketing Channels and Strategies This is the part of your marketing plan where you’ll outline the different channels that you want to use as part of your marketing mix. This will likely include strategies like SEO, content marketing, social media marketing, paid advertising, and email marketing. ### 7. Budget Allocations Each marketing channel should have a dedicated budget allocated to it that, together, forms the total marketing budget for the year. How you allocate your budget is up to you — for many small to medium businesses, budget often aligns with the experience of the marketing team and which channels they’re most comfortable using, along with which will provide the greatest ROI. Always allocate some budget for discretionary spending. New product launches may need additional support on certain channels and you may want to invest more money in high-performing channels throughout the year. ### 8. Key Performance Indicators (KPIs) Tracking your marketing performance is essential for knowing what’s working well and what isn’t. Outline in this section of your plan the specific metrics that you’re going to use to establish success and what specific results you’re expecting to see. ### 9. Timeline and Execution Plan Briefly outline any deadlines or campaign launches that you expect to have throughout the duration of the plan. For instance, a new product launch will need a more targeted marketing effort, so ensure all of the details are outlined here, including who is responsible for each channel. ### 10. Contingency Plan It never hurts to be prepared, and this is especially true for e-commerce businesses. Include some information here that details what you’ll do in worst case scenarios. Your crisis communications plan should be separate from this, but details about preparations for out of stock items or supply chain issues should be mentioned. ## How to Craft an Effective E-Commerce Marketing Plan ### Research Everything Before you can implement any aspect of your marketing plan, you need to do your homework. From competitors to customers, ensure that you do everything you can to know as much as possible before launching your new marketing strategy. SWOT analysis (strengths, weaknesses, opportunities, threats) is one of the best ways to keep an eye on what competitors are doing, while conducting current customer research (or market research for newer brands) can give you an idea of where pain points are that might need addressing. ### Set Clear Goals Every goal you set should be tied back to bigger business goals and also fall under the SMART framework: Specific, measurable, attainable, relevant, timely. This will help you craft goals that are not only more achievable but also keep business owners happy when you actually reach them! Set yourself up for success rather than overpromising and under-delivering. ### Track Progress Always track every marketing effort as much as possible. Data is a marketer’s best friend, so you want to ensure that your efforts are being recorded and measured accurately. Keep data accessible to the whole marketing team so any important information is being shared. ## How to Measure the Effectiveness of Your E-Commerce Marketing Plan ### Conversion Rate This is one of the most important metrics to track as part of your marketing plan. The conversion rate measures the percentage of visitors to your site who complete a desired action, likely a purchase. For instance, if 1,000 people visit your site and 50 make a purchase, the conversion rate is 5%. Many marketing plans use this metric as one of their top goals e.g., increase the conversion rate from social media by 10%. ### Cart Abandonment Rate For e-commerce businesses, knowing the percentage of shoppers who add items to their online cart but never complete a purchase is vital — clearly these visitors are interested, but something is stopping them from buying. If 200 shoppers, for example, add items to their cart but only 100 complete the checkout, the abandonment rate is 50%. ### Customer Acquisition Cost (CAC) For most businesses, acquiring new customers through sales and marketing is more costly than retaining them. It’s also important to know the average CAC to see if you’re spending more on marketing in certain areas than the revenue those channels are generating. For instance, if you spend $500 on ads and bring in 10 customers, the CAC would be $50 per customer. It’s also good to know this number for comparing against average order value (AOV). ## Examples of the Best Marketing Plans ### Coca-Cola Not all marketing plans need to be in written text, although this is helpful for referencing! Coca-Cola’s 2020 marketing strategy is a great example of using video to discuss their plans for the year when it came to content marketing specifically. EMBED VIDEO: Coca-Cola Content 2020 Initiative Strategy Video - Parts I & II ### Lush Cosmetics While preparing to launch their brand in Portugal, Lush Cosmetics put together an extensive marketing plan that outlines the unique considerations to be accounted for in their new market. Included in this was information about their market, the cosmetics industry in general, their mission and values around sustainability and ethics, along with details about their online and in-store marketing mix. ## Key Takeaways Building an effective e-commerce marketing strategy is essential for success in today’s growing, but competitive, online retail world. With a data-driven approach and extensive research, an e-commerce marketing plan can help teams stay agile, while also remaining focused on marketing efforts that align with business growth goals. ## Frequently Asked Questions (FAQs) ### What is the best marketing strategy for e-commerce? The most effective marketing strategy depends on your target audience and goals. A multi-channel approach typically works best when looking for long term success, along with boosting sales immediately. ### What is the best e-commerce marketing platform? For businesses looking at an all-in-one solution, Shopify is one of the best e-commerce platforms out there. Meta owns both Facebook and Instagram, so is essential for any brands looking to market on social media, along with running paid advertising on these platforms. --- ### Frequency Capping Explained URL: https://www.taboola.com/marketing-hub/frequency-capping/ Last Modified: 2025-05-20 10:35:25 Consumers today are subjected to a tremendous amount of advertising. Whether they’re scrolling social media or watching their favorite shows, we’re all exposed to countless marketing messages in short periods of time. ## What Is Frequency Capping? To ensure your business stands out from the competition, it’s necessary to create multiple marketing touchpoints, since when your target audience repeatedly sees ads, social media posts, and other messaging about your business, they’re more likely to remember you and convert to paying customers. But, it’s a double-edged sword: If customers see your ads too often, they can experience ad fatigue, and you can waste your marketing budget. That’s why frequency capping — the act of limiting the reach and frequency of your advertising — is essential in ensuring your ads remain effective and maximize the chances of customer conversion. ## How Does Frequency Capping Work? When you schedule an ad campaign, you can also set a frequency cap. That cap limits the number of times an individual user sees a specific ad. If you’re running a display campaign, you can set a cap to limit the number of daily, weekly, or monthly impressions an individual user receives. You can also set frequency caps for video campaigns in the same way. Frequency capping gives you valuable control of how your ads are displayed. You can set different caps for different ads, and you can also adjust the cap based on your campaign’s performance. ## Why Is Frequency Capping Important? Frequency capping is important when you’re targeting ads to reach a certain user base. For example, if you’re implementing ad retargeting on social media, you can set your ads to reach an audience based on demographic information like their location, occupation, and interests. Your target audience will then see your ads several times. Frequency capping, also called impression capping, will limit the number of times that individual customers see each ad. It has several important benefits: ### Prevents Ad Fatigue Frequency capping helps avoid situations where customers see an ad so many times that they become frustrated by it. This ad fatigue can cause your customers to start perceiving your brand in a negative light. By capping your ad frequency, you can make sure that the ad retains its effectiveness, rather than potentially driving customers away. ### Enhances the Customer Experience Similarly, frequency capping can improve the customer’s overall user experience. That positive experience may contribute to a more favorable perception of your brand. It also means that, when customers do see your ads, they’re more likely to engage with them. ### Maximizes Campaign Effectiveness Frequency capping can help maximize the effectiveness of your marketing campaign. When ads are still new and fresh, customers are more likely to click on them, which can increase your click-through rates and conversion rates. ### Optimizes Your Marketing Budget An ad frequency cap helps ensure that your ad is displayed to a broader audience, rather than excessively displaying the ad to a smaller portion of your audience. This helps optimize your marketing budget, so your ad spend is more likely to have a positive effect and lead to conversions. ## What Is the Importance of Ad Frequency? As discussed, ad frequency — the number of times your ad is shown to a single user over a set period of time — can affect the impact of your marketing. You can calculate ad frequency by dividing the total number of ad impressions by the number of individuals the ad reached. If your ad was displayed 20,000 times and reached 10,000 users, the ad frequency is two impressions per person. Ad frequency is important for several reasons: Your ad has to stand out from significant advertising competition, and repeatedly showing the ad can help your audience notice and remember it. If your ad frequency is too low, the ad might not have the impact needed to convert your audience. If your ad frequency is too high, your audience can become tired of it and stop engaging with it. Choosing an appropriate ad frequency can also help you wisely budget your ad spend. By controlling the frequency, you can avoid wasting money by displaying the ad to your audience too many times, which can cause the ad to be ineffective. ## Frequency Capping Examples Businesses implement frequency capping in many ways to maximize the success of their marketing campaigns and better connect with their target audience. Here are a few examples of how businesses can use frequency capping: ### Marketing Assisted Living to Older Adults An assisted living community targets older adults with ads about their residences and services. Knowing that older adults may not be receptive to repeated messaging, the community lowers its frequency capping to keep its ads effective without overwhelming its audience. ### Marketing Pet Food Across Multiple Platforms A pet food brand launches a new food and creates a marketing campaign encompassing multiple social media and video streaming platforms. They implement frequency capping across all of the platforms to avoid the same audience seeing the ads too many times. ### Launching a New Sneaker A top sneaker brand launches a new sneaker. They increase their frequency cap to rapidly build awareness of the sneaker to create buzz and excitement around the release. The brand’s target market is a younger demographic that’s likely to be more receptive to repeated ad views. ## How Is the Optimal Frequency Cap Determined? “The ideal frequency cap depends on the campaign type, objectives, and audience size,” explains Yoav Shaham, data and measurement team lead at Taboola. “A larger audience may allow for a slightly higher cap without negatively affecting reach, whereas a niche audience might require tighter controls.” Since the optional frequency cap will vary, it’s best to test your campaigns. When you run an ad campaign, monitor when audience interaction with ads drops off and use a frequency cap to see if you can sustain interaction and prevent further drop-off. You may need to repeatedly test and experiment with different frequency caps before you find the optimal cap. ## How Is Frequency Capping Related to Audience Reach? “When you set a frequency cap, you limit the number of impressions per user,” says Shaham. “This helps prevent overexposure, but it also means that your campaign may serve fewer total impressions if your audience size is limited. In other words, a tighter cap maximizes unique reach, but might reduce the total number of ad exposures, whereas a looser cap increases exposure per user, but can reduce the number of unique users reached.” According to Shaham, it’s ideal to strike the right balance between frequency and reach. “A possible approach is to begin your calculation by estimating how many times you would like a single user to view your ad,” he says. From there, you can determine the frequency cap that’s appropriate for your audience size. ## Frequency Capping Best Practices ### Start with a Conservative Cap When you’re just starting out, keep your cap tighter to avoid wasting funds and overspending on ads. Based on your ad conversions and performance, you can gradually increase the cap and review the performance again. ### Monitor Your Audience and Adjust Finding the right frequency cap takes time and careful monitoring. Pay close attention to how your audience is engaging with your ad, adjust the cap, and review the data again. The type of ad will also affect the ideal cap, so be prepared to test and adjust the cap when you introduce new ads. If you have access to an ad platform utilizing a performance-focused AI to monitor the results, this will make real-time optimization much faster and easier. ### Adjust Caps Based on Seasonal Trends or Events Frequency caps aren’t stagnant, and they can be affected by seasonal trends and events. For example, if you’re marketing a product that’s an ideal Christmas gift, you can increase your frequency cap in the weeks leading up to Christmas to build awareness and drive sales. The same is true around shopping events like Black Friday or Amazon Prime Day. ## Frequency Capping Terms It’s helpful to understand these common terms used when discussing frequency capping: ### Ad Fatigue Ad fatigue refers to a user’s decreased engagement with your ad after they’ve seen it repeatedly and have grown tired of it. Ad fatigue can occur when your frequency cap is too high and your ads are repeatedly shown to the same individuals. ### Impressions Impressions are a valuable marketing metric. Each impression occurs when an individual is shown your ad, regardless of whether they click on or engage with the ad. ### Cap Impression Frequency Cap impression frequency refers to the number of times an ad is shown to individuals. The cap limits the ad from being shown to individual users an excessive number of times and can help prevent ad fatigue. ### Cap View Frequency Cap view frequency is the number of times the same individual views or interacts with an ad. The cap view frequency can help you monitor your audience’s interest levels, so you can adjust your frequency caps. ### Time Capping Time capping limits the time frame in which an ad is shown. For example, you could set an ad to appear during certain daytime hours, so it reaches users during times when they’re likely to be most receptive to it. ## Key Takeaways While repeated ad views can help make your business and messaging memorable, showing your ads too many times can lead to ad fatigue and an ineffective campaign. Frequency capping can help you control the number of times individuals see your ads so you can maximize their impact and keep up your click-through and conversion rates. While finding that optimal frequency cap will take a bit of trial and error, it can pay off with a more effective ad campaign and an optimized marketing budget. ## Frequently Asked Questions (FAQs) ### What is the best frequency capping for interstitial ads? Interstitial ads, which are full-screen ads that appear when users are navigating apps or websites, pop up before a user can access the content. These ads are prominent, but if they’re over-displayed, users can become frustrated and may stop using the apps or websites. Google has set a fixed frequency cap that prevents the same interstitial ad from being shown to the same user more than once per hour, per subdomain. ### How can frequency capping assist with marketing efforts? Frequency capping can help make your marketing campaigns more effective, since your audience is more likely to engage with ads when they haven’t seen them so many times that they’ve become frustrated with them. A frequency cap helps ensure you’re using your marketing budget wisely and aren’t overspending on ads that will have little effectiveness. ### How can you determine what the best ad frequency is? There’s a general rule that an ad frequency of three gives your audience a chance to get familiar with your brand without overwhelming them with a repetitive ad. This frequency can be a good starting point, but you’ll also want to consider your campaign type, objectives, and audience size when determining the ideal frequency cap. Monitor your campaign metrics closely and be prepared to adjust your ad frequency depending on how the campaign performs. --- ### Predictive Audiences: What They Are, How They Work URL: https://www.taboola.com/marketing-hub/predictive-audiences/ Last Modified: 2025-07-02 08:00:50 As marketers embrace the age of AI, a new way to identify prospective customers has emerged. Predictive analytics goes beyond educated guesses to identify and evaluate customer patterns, interactions, and demographic details to predict user behavior. If there’s one thing AI does well, it’s to recognize patterns quickly, with great depth and accuracy. By leveraging AI to create predictive audiences, brands can scale their performance marketing results beyond what was previously possible through other tactics. ## What Are Predictive Audiences? Predictive audiences are groups of people online that AI algorithms identify as likely to take the same actions as your current customers. That is, AI uses past marketing data to predict future (or, in the case of loyalty and retention campaigns, repeat) customers. https://www.youtube.com/watch?v=314UUQavwbw ## How Do Predictive Audiences Work? Once marketers collect data on their current customers, AI algorithms, powered by machine learning models, identify audiences likely to behave the same way. This enables marketers to reach their best prospects through the channels where they are most likely to take action, whether that’s on social media platforms, through search, or on the Web. Predictive audience models can also function on e-commerce sites to identify upselling or cross-selling opportunities to foster customer loyalty. ## How Do Predictive Audiences Differ from Lookalike Models? As recently as two years ago, marketers touted the advantages of “lookalike” audiences, or the ability to create a new target audience based on shared characteristics of past or current customers. This marketing strategy required a significant leap of faith, though, and a huge assumption that people with similar characteristics or in similar demographics would all show interest in the same brands, products, and content. Predictive audiences take the guesswork out of performance marketing, as they focus on user intent — that is, making predictions based on customer behavior, rather than simply demographics — to attract the customers most likely to convert. Dialing into these audiences can help marketers place the right creative on the right platform at the right time. ## Why Are Predictive Analytics Important? Consumers are becoming less willing to share data with brands or platforms, according to the latest Coveo Commerce Relevance Report, so marketers must rely more on first-party data, while extracting more knowledge out of whatever data they collect. Using AI analysis to create predictive audiences speaks to that pain point by delivering more accurate results than lookalike audiences. According to the Coveo report, 53% of consumers are willing to share data in exchange for better deals and offers, while 58% said they are “happy to share data when shopping online with brands I trust.” That element of trust makes it easier to collect first-party data from your loyal customers, rather than trying to glean insights from other sources. ## 5 Ways Predictive Audiences Will Grow Your Performance Marketing Results Predictive audiences can help at any stage of the sales funnel, but the results show incredible impact in the performance stages, i.e., consideration and action. Here are five reasons predictive analysis stands out — and helps your brand stand out. ### 1. Hyper-Personalized Messaging = Better Results Have you ever read an article, seen a TikTok video, or even looked at a graphic with a caption and thought, “That sounds just like me!” How did it make you feel? The creative may resonate since it calls out your biggest problems or fears, makes you laugh because you realize you’re not alone in the way you think, or just reminds you of either struggles or good times. With predictive analysis, your creative team can generate that type of content and deliver it seamlessly to the exact audience who will “get” it. This increases your ROI and ROAS through higher conversion rates. Plus, it can help your brand form a deeper bond with your target audience. ### 2. Optimized Channels Impactful creative is just step one in an effective performance marketing campaign. Predictive analytics can also help you identify where you will find your target audience — and when. Whether you’re running Google or Facebook ads or reaching out through channels across the open web with no restrictions, predictive analytics can help you narrow down parameters to reduce ad spend and get more bang for your buck. Since predictive models can factor in seasonality and market trends that lookalike campaigns neglect, you can proactively shift ad dollars to channels that will have the most impact before your ROI starts diminishing. ### 3. Upsells and Cross-sells Bring in More Revenue Per Ad Spend Predictive analytics can show customers the right companion products when they’re ready to purchase. This can increase the average order value. Impactful ads on the right platforms, along with relevant deals or discounts, also drive new customers back to your website to build an ongoing relationship. Nearly three quarters (73%) of customers say they expect better personalization as technology has advanced, according to research from Salesforce. Predictive analytics provides the tool to meet those expectations. ### 4. Higher Win-Back Rates Using predictive analytics in your performance marketing campaigns can also build customer loyalty to reduce churn rates. When ad creative across multiple channels, emails, or SMS recommendations indicate you understand the buyer’s needs, it strengthens the relationship, leading to repeat customers, even if they’ve already been eyeing your competitors for alternatives to your solution or products. ### 5. Smarter Budget Allocation When you’re using technology that predicts a user’s intent, rather than focusing exclusively on lookalike modeling, your budget dollars go further. Predictive analytics can reduce ad spend at the beginning of a campaign when you’re testing, to ascertain which creative and which platforms yield the best results. It also shortens the sales funnel by reaching audiences most likely to convert. ## Key Takeaways If you can use artificial intelligence and data analytics to achieve more accurate ad targeting, why wouldn’t you? Predictive targeting takes marketers beyond lookalike audiences by using machine learning to determine which users on a platform are most likely to act on your creative. Predictive analysis doesn’t just guess that a user with interests or characteristics the same as your current customers might convert: It uses extensive data to anticipate user actions, yielding better results. Marketers can use predictive audiences to create more engaging, personalized content, reach customers through the right channels at the right moments, and improve customer satisfaction. ## Frequently Asked Questions (FAQs) ### What is predictive targeting? Predictive targeting using artificial intelligence, machine learning, modeling, and audience data to determine customer intent. ### What tools in the market enable advertisers to use predictive audience models? Large Language Models (LLMs), machine learning, big data analytics, and advanced AI algorithms combine to help advertisers create and deploy predictive audience models. Tools like Realize, for example, simplify performance marketing for advertisers through advanced technology. ### What is the AI tool for prediction? There are several tools available to marketers, including the performance marketing platform Realize, which uses advanced AI algorithms based on nearly two decades of first-party data for predictive analytics, helping marketers place ads where they’ll have the most impact — on social platforms, in SERPs, and across the open web. --- ### Campaign Optimization: What It Is, Best Practices URL: https://www.taboola.com/marketing-hub/campaign-optimization/ Last Modified: 2025-11-04 12:17:09 Long gone are the days of Mad Men-era campaigns, when the bottom line was the sales department’s problem, not the content agency’s. Nowadays, a campaign is only as good as its return on investment (ROI) — at least, that’s how your client sees it. You’ll need to constantly tweak your campaign to maximize its ROI in whatever terms you and the client have agreed to measure it, otherwise, you really haven’t done your job. This is where campaign optimization comes in. ## What Is Campaign Optimization? Campaign optimization is the process of systematically refining marketing campaigns to enhance the probability of achieving your advertising goals, while maximizing your return on investment (ROI). Through the use of segmentation, A/B testing, creative optimization and adjustments in budget allocation, campaign optimization enables businesses to adapt to changing market conditions and consumer behaviors, ultimately achieving more effective and efficient marketing outcomes. Until just a few decades ago, there was no accurate measure of whether people were giving their undivided attention to a piece of content, or precisely how many new customers were gained as a result of seeing a specific ad. With the advent of 2.0, of course, it’s possible to gauge everything, from time on site to the last three actions a consumer took right before hitting “buy,” to how many emails a customer receives before hitting “unsubscribe.” Like it or not, being a 21st-century content marketer means all of this is your responsibility. In a way, you’re continuously auditioning and proving on an ongoing basis that you had the right idea — or, if you didn’t have the right idea, that you can identify this immediately and adapt accordingly. ## How to Analyze Data for Effective Campaign Optimization ### Step 1: Determine KPIs As Steven Covey wrote in The Seven Habits of Highly Effective People, “Begin with the end in mind.” In other words, the first step in any project is to determine your goals, and campaign optimization is no different. Defining key performance indicators (KPIs) upfront enables you to focus your efforts and resources on the areas that truly matter for your campaign’s success. Once you have clear targets, you can continually monitor and refine your ads, messaging, and budgets to move closer to those goals. Consider KPIs like: - Click-through rate (CTR): Measures how many people clicked on your ad compared to how many viewed it, indicating the initial effectiveness of your creative and targeting. - Conversion rate: Gauges what percentage of people who engage with your campaign ultimately complete the desired action, such as making a purchase or signing up for a newsletter. - Cost per acquisition (CPA): Ties your ad spending directly to each conversion, helping you evaluate overall campaign efficiency. - Return on ad spend (ROAS): Calculates the revenue generated per dollar spent, reflecting how effectively your ad budget is driving profit. - Engagement rate: Tracks likes, comments, shares, or other engagement signals, providing insights into how effectively your content resonates. ### Step 2: Export Your Metrics Reports The latest AI marketing tools make exporting metrics reports a breeze. Typically, you just specify a campaign, a time period, and the metrics/KPIs you’re looking for. These AI tools will also schedule recurring exports to be delivered via email or FTP at regular intervals. You can then merge the data into your existing marketing dashboard. If your company is still using a basic platform such as Google Analytics (GA), you can still export reports that give an overview of your audience’s performance. Note: In July 2023, Google switched from Universal Analytics (UA) — the legacy GA product — to Google Analytics 4 (GA4). As of July 2024, you can no longer access Google Analytics Universal data. (Here is Google’s explainer on how to compare metrics between GA (legacy) and GA4.) To export a report in the GA4 interface, click ‘Reports’ in the left-hand sidebar, choose ‘Leads,’ and select ‘Audiences.’ From here, you can save, export, and share your reports. ### Step 3: Examine Your Metrics Reports Regardless of what metrics tools you’re using, you will find three primary categories: Acquisition metrics, behavioral metrics, and conversion metrics. #### Acquisition Metrics Acquisition metrics track how many people have engaged with your campaign. These include: - Users: The number of people who visited your client’s web page. - New users: The number of first-time visitors. - Sessions: The number of times users engaged with your client’s website, such as clicking on buttons and visiting new pages. If you’re running a native advertising campaign, you might also want to check these acquisition metrics: - Impressions: The number of people who saw your ad. - Click-through rate: The number of people who clicked your ad to visit your client’s website. - Referral source: Where website visitors came from (which ad, social platform, or publisher site). These metrics, unsurprisingly, tell you how many people you’ve reached with your campaign. They are usually indicative of how well you’ve spread brand awareness and expanded your audience. If these numbers look low, your campaign didn’t effectively grab people’s attention, entice them to click your ad, or follow through to your client’s site. Below are the steps you can take to optimize. The latest AI marketing tools, such as Semrush or Realize, can help with — and sometimes even automate — all of these: - Change your keywords: Properly tailor these to your custom audience. You can use keyword research tools such as Google Ads Keyword Planner, or Keyworddit for Reddit-only search. - Try new distribution channels: People are increasingly losing trust in social media and deploying ad blockers to weed out intrusive ads. If you bank on search and social, you could put your client’s budget in the wrong place. Consider trying new channels and strategies such as high-quality, targeted display advertising outside the walled gardens of search and social. - Add clearer calls to action (CTAs): People might like your ads but see no reason to click through to your site. That’s where learning to craft the right calls to action comes in handy. - Adjust your ad content: Your headline, image, article, or video might miss the mark with your target audience. The good news is that you don’t have to go back to the drawing board for that client: You can make these tweaks while the campaign runs, and adjust as you learn more about your target audience’s interests. #### Behavior Metrics Once consumers are on your client’s website, behavior metrics track how they interact with it, reporting: - Bounce rate: The percentage of sessions where users didn’t interact with the page, they just saw the site and then bounced. - Pages per session: The average number of pages viewed each session. - Average session duration: The average length of time visitors stayed on the website. So, maybe your ads are working: They’re reaching the relevant audience and enticing people to click. But, once those people get through to your client’s website, they’re unimpressed or just confused, and they stop interacting with the brand. Let’s start fixing that! - First, optimize your client’s landing page. Make it intuitive to use and easy to navigate: Maybe there’s too much text up top, or maybe it’s hard to find links and CTAs to other pages. Maybe it doesn’t deliver on your ad’s promise. Whatever it is, if your bounce rate is too high and your pages per session are too low, it’s time to make a change. Use these best practices to guide you. - Getting consumers to visit your client’s site is the hard part. Once they’re there, these optimization tactics mean you won’t miss out on converting these precious leads who’ve already expressed interest in your client’s brand. #### Conversion Metrics Ah, yes, conversions: The ultimate performance marketing metric, the end of the funnel. For many campaigns, it all leads to conversion metrics, which can be measured in several ways: - Conversions: The number of people who completed a desired action, such as making a purchase, signing up for an email list, or starting a free trial. - Conversion rate: The number of people who completed the action divided by the number of people who visited the site. For example, if 100 people visited your client’s site and 10 of them made a purchase, your conversion rate is 10%. Not happy with these numbers? Here’s what you can do about it: - Research your audience: Conduct qualitative and quantitative research about your audience’s pain points and perceptions of your client’s brand. Get to the heart of what they want and why they want it. Then figure out how to deliver it to them. - Audit your landing page: Do a thorough sweep of your client’s web page or site. Maybe add more enticing elements, such as customer testimonials, or improve loading time and mobile friendliness. For the latter, try Google Lighthouse. - Revisit your initial objective: Are you pointing your target audience toward the right action? Does it fit in with their customer journey? Go back through your campaign and ensure you’re giving your audience all the information they need to take that journey and complete that action. If you’re using Google Analytics to track your campaign performance, keep in mind that the platform reports conversions as ‘goals.’ You can create and customize these goals to fit your client’s campaign and website, and see if people are completing a specific action. ### Step 4: Use AI-Driven Marketing Tools to Optimize Acquisition Metrics Below are seven steps you can take mid-campaign to optimize acquisition metrics (such as CTR, lead volume, or cost per acquisition) using the latest AI-driven marketing tools. #### 1. Review Real-Time Performance Data - Pull up the latest reports to assess KPIs (e.g., CTR, conversions, CPA). - Identify trends or anomalies, such as times of day or specific publishers where performance spikes or dips. - Use machine-learning algorithms, highlighting what’s working and what needs attention. #### 2. Refine Targeting and Distribution - Pinpoint the segments or demographics that are responding best. - Narrow down placements or audiences that yield lower engagement or higher CPA. - Use predictive insights to expand your reach into lookalike audiences or new content verticals that mirror your best-performing segments. #### 3. Optimize Ad Creative and Messaging - A/B test multiple versions of ad creative — headlines, thumbnails, calls to action — to find the highest-engagement combination. - Check which messages resonate most with different audience segments. If one particular creative iteration performs significantly better, rotate out the under-performers. #### 4. Leverage Automated Bidding Strategies - If your campaign platform allows, switch to a smart bidding model that automatically adjusts your bid for each impression based on likelihood to convert. - AI, for example, can calculate the probability of a click or conversion in real time, ensuring you spend the right amount on high-intent users. #### 5. Use Dynamic Budget Allocation - Don’t spread your budget evenly if your data shows certain segments or placements yield superior results. - Shift budget toward top performers and maintain a smaller test budget for experimental segments. - Rebalance your spend as it learns which placements are the most cost-effective. #### 6. Incorporate Audience Retargeting - Build retargeting pools of users who have clicked but not converted. - Serve them slightly different creative or offers that address potential concerns or prompt repeat visits. - Over time, refine your messaging to match the retargeting stage (e.g., cart abandoners might need a specific incentive). #### 7. Iterate Continuously - Monitor KPIs daily (or more frequently, if possible). - Make incremental changes and allow the AI engine to learn before making additional adjustments — avoid too many simultaneous changes that can confuse the model. - As you refine elements (budget, creatives, targeting), measure the impact on acquisition metrics and pivot accordingly. By combining an AI-powered performance marketing with a structured approach — collecting data, testing changes, and iterating frequently — you can fine-tune your mid-campaign acquisition performance and maximize return on ad spend. ## Best Practices for Optimizing Your Marketing Channels Optimizing your marketing channels involves more than simply spreading your budget across multiple platforms. It requires a strategic approach to ensure your messaging, targeting, and creative assets all work together cohesively. ### Maintain Consistent Branding Across Channels This would include social media, display ads, email, and native advertising. A unified brand image builds trust and familiarity, which are crucial for driving engagement and conversions. ### Segment and Personalize Segment and personalize your campaigns according to audience behaviors and preferences on each platform. This allows you to tailor your creative and offers for different demographics or user intent. Data is your guiding light here: Analyze performance metrics (e.g., click-through rates, conversion rates, and customer lifetime value) to uncover which channels yield the best returns, then allocate resources accordingly. ### Leverage Cross-Channel Retargeting When users engage with one campaign variant, follow up with relevant messaging on another channel. This creates a seamless user journey and keeps your brand top of mind. Further, use A/B testing not only for ads and landing pages but also for channel-specific creative variations. Platforms like Realize make it easier to compare results at scale and automate adjustments. By continuously refining each channel based on data-driven insights, you’ll maximize ROI and ensure lasting success for your campaigns. ## The Role of A/B Testing in Campaign Optimization A/B testing is fundamental to landing page optimization. It’s a key conversion optimization method in which you compare the performance of two landing pages — typically landing page ‘A’ and landing page ‘B’ — to see which page drives the higher amount of conversions. These pages typically differentiate themselves with a single element. ### How the Latest AI Marketing Tools Simplify A/B Testing The latest AI marketing tools have greatly simplified A/B testing. In fact, you might even say it’s now possible to do A-Z testing! Below are some of the ways these AI marketing tools help companies run these tests more effectively: - Automated variant creation: Instead of creating only two or three variants, AI platforms can generate or suggest numerous small changes (e.g., headlines, images, calls-to-action). - Dynamic allocation of traffic: Traditional A/B tests send 50% of users to Variant A and 50% to Variant B until enough data is collected. AI-driven solutions use adaptive algorithms that shift traffic towards higher-performing variations in real time. ### What A/B Testing will Show You About Your Campaign - How to increase conversion rate: What design or copy changes drive more people to fill out the form — whatever that form is? - How to increase sales: What design or copy changes drive more people to eventually make a purchase? - How to increase engagement with content: Get your landing pages right and you increase visitors’ engagement with your brand, as well as your conversion rate. Even if visitors aren’t ready to click, they might decide to check out the rest of your site, or follow your social media profiles, giving you a chance to connect with them later. - Which elements really drive the audience: What makes your audience tick? Is it certain topics? Content types? Copy tone? Or something else? ## Campaign Optimization Tools: Tools for Tracking Content Marketing Performance ### Realize - Overview: Realize provides real-time insights and optimization recommendations for your advertising campaigns. - Key features: Detailed audience segmentation, creative performance measurement, real-time data on engagement, quick asset repurposing, and streamlined optimization to help you improve click-through and conversion rates. Another notable Realize feature is the ability to set up URL parameters, an advanced tracking tool that helps you monitor users’ activity after they have clicked your campaign items. ### Google Analytics - Overview: As a free and widely used web analytics tool, Google Analytics provides in-depth insights into how users find and interact with your website and content. - Key features: Audience demographics, traffic source breakdown, user flow analysis, and conversion tracking. You can set up goals and funnels to see how well your content drives desired actions, such as newsletter sign-ups or e-commerce purchases. ### BuzzSumo - Overview: BuzzSumo is designed to measure how well content performs across social media networks and identify trending topics or headlines. - Key features: Content performance metrics (shares, likes, engagement data), competitor content monitoring, influencer identification, and keyword/topic trend analysis, helping you craft content that resonates with your audience. ## Key Takeaways In any content marketing campaign, measuring and optimizing ROI begins with defining clear KPIs — such as CTR, conversion rate, and ROAS — and then continually examining metrics reports to see what’s working and what needs adjustment. AI-driven tools streamline this process by automating tasks like bidding strategies, audience targeting, and retargeting. With regular data reviews, A/B testing, and landing page refinements, you can guide more qualified traffic to your site, improve engagement, and increase conversions. By aligning every step with your overarching goals, you prove to clients that your efforts drive measurable value and significant return on ad spend. ## Frequently Asked Questions (FAQs) ### What are the key campaign metrics I should track? Focus on acquisition metrics (impressions, CTR, new users), behavior metrics (bounce rate, pages per session), and conversion metrics (conversions, conversion rate). These collectively show how effectively you’re reaching, engaging, and converting your audience. ### How do AI-driven tools help with campaign optimization? AI-driven tools analyze real-time data to surface insights on when and where ads perform best, automatically adjust bids based on conversion likelihood, and identify high-performing segments or new lookalike audiences to maximize ROI. ### What should I do if my conversion rate is low? Revisit audience research, optimize landing pages for clarity and ease of use, and ensure your calls to action align with the customer journey. If you’re using Google Analytics, Realize, or other tracking tools, set up goals (conversions) and analyze behavior patterns to see where potential customers drop off. --- ### AI Conversion Rate Optimization: How to Use It To Increase Engagement and Sales URL: https://www.taboola.com/marketing-hub/ai-conversion-rate-optimization/ Last Modified: 2025-05-20 08:35:13 Conversion rate optimization (CRO) has been around in some form or another since people first started selling goods. At its heart, CRO is about making it more likely that a customer will complete their purchase, usually by analysing existing customer data — how they behave during the shopping journey, what items are commonly bought together, whether they are drawn to items shown in a particular way, etc. Essentially, the more information you have about your customers’ behavior, the more insight you will have to direct your CRO strategy, but this process can become incredibly complex. E-commerce has made it easier than ever to collect data points around the purchasing experience, but the volume is often impossible for us to process manually. Existing software tools have made it easier to group data points together and identify patterns, but this has still been a fairly slow and involved process. You might even find that your conclusions are no longer relevant to the market, since customer activity can change by the day, month, or year. If you’re trying to respond in real-time to customer behavior, you’ve likely noticed the limitations of current CRO technology. This is where artificial intelligence has come in and changed the game. ## What is AI Conversion Rate Optimization? AI conversion rate optimization is simply the use of artificial intelligence within a CRO strategy. Since AI is able to analyze vast quantities of data almost instantly, it makes it easier for retailers to understand and react to shifts in customer behavior. This is particularly important at a time when many businesses are struggling to see real returns from their marketing investments, especially when it comes to search and social. Rather than just flagging possible patterns and trends, AI tools look at actual customer behavior to recommend specific actions or even act autonomously to reduce time to market. You can program an AI CRO strategy to look at specific combinations of data or factor in granular data points, like how long a customer’s cursor spends on each part of the website, or which items are most commonly removed from a basket before checkout. It’s this kind of insight that’s critical for identifying high intent users, who are more likely to convert. While these are details that a human might be able to track and assess manually, they can’t do it at the scale required by a popular modern business. Introducing AI conversion rate optimization frees up human staff to focus on more complex issues and equips them with the analysis they need to make informed decisions. AI CRO will only become more useful over time, too: AI algorithms are able to learn from their previous activity and conclusions, then adapt their analysis accordingly. This allows you to deepen your understanding of your customer and serve them a more tailored experience, without needing to edit the software program. Businesses are increasingly aware of the need to act quickly when it comes to technology innovations, but it can be intimidating. Many teams are realizing that their current marketing spend is not paying off, whether due to top-of-funnel focus or simply a mismatch between their needs and their marketing tools. AI programs can be expensive to invest in, tricky to deploy effectively, and confusing for the average person. However, taking the time to figure out an AI CRO strategy can reap serious rewards. ## How to Leverage AI for Better Conversion Rates ### Creating Content Dynamic imagery and video can be used to capture customer attention and keep shoppers on a webpage for longer, increasing their chance of conversion. Not only is good content attractive, it can give your audience a more three-dimensional understanding of your product and business. By providing this greater clarity and context, you can make your customer more confident in their purchase. The challenge is that creating this content can be time-consuming and expensive, especially if you want to have unique content across different pages on the site. By leveraging AI within your CRO strategy, you can both generate new content and direct your customers to existing relevant material, so you maximize the value of assets you’ve already spent time and money on. At the most bespoke end, the AI might look at data on customer behavior to create a hyper-personalized campaign video for each shopper. Customers are more likely to respond to material that incorporates their taste and preferences, so these AI-produced campaigns will drive higher conversion. Alternatively, AI might use customer information to select which brand images they see when they arrive on the company landing page, to better connect with their interests and prompt browsing. The best tools will allow users to seamlessly display this content in various formats to maintain visual interest, such as carousels and vertical ads. ### Personalization It can be overwhelming to make purchasing decisions in today’s saturated market. The companies that are able to serve their customers individually and make them feel understood can rise above their competitors by making the shopping experience more streamlined. Previous personalization efforts focused on a few obvious metrics and then grouped customers accordingly, creating segments that were often too broad and siloed for true connection. Rising customer expectations often mean that these “personalized” recommendations fall flat. With AI in the mix, personalization becomes much more detailed and precise. AI is able to compile a 360-degree view of each customer, combining their personal information and preferences into a set of one-of-a-kind recommendations. For instance, rather than just recommending any shoes available in a specific size or color, an AI-fueled personalization may suggest only items in a style, color, and size that suit the shopper’s taste and that are available for delivery to their area. By putting in the effort upfront, you reduce any barriers to purchase that may trip up the shopper later in their journey. ### Predictive Analytics For years, sellers have been looking at records of how their customers act to imagine what they might do next. Predictive analytics is critical for conversion: By focusing on user intent, rather than user identity, businesses get a much more accurate prediction of behavior. However, flawed or insufficient data have often corrupted these guesses, wasting time and money. Newer, more advanced software has made it possible to create more complete pictures of customer behavior, but it often requires a lot of manual control to make relevant predictions. In practice, many vendors have had to limit their predictive analytics to just the most lucrative or important segments of the business. This is where artificial intelligence comes in, making it easier than ever to make educated predictions about customers’ future activity. The most specialized tools enable businesses to set custom metrics around engagement and behavior, to capture the most relevant data. Since AI algorithms will adapt and evolve over time, this allows them to grow more and more accurate as they learn more about the customer base. Since they can be programmed to automatically react to different conditions, AI-fueled predictive analytics are much more hands-off and don’t require constant manual adjustment. This makes it easier to scale the analysis and get insights into all activity areas, not just the most sensitive. ### Chatbots One of the most familiar uses of AI has been in the form of chatbots. At their most rudimentary, they might require users to select from a list of options to receive more information, or direct them to various pages on the website. With AI-supported chatbots, however, you can recreate the customer support experience with actual conversation and typed communication. These chatbots are capable of recognizing key words, drawing upon customer data, and formulating sentences, to answer common queries around purchasing. While there will always be situations that require a human agent to resolve them, chatbots can be deployed to solve more basic issues with speed and efficiency, so that agents can focus on more involved requests. This reduces the risk of losing any conversions due to customer support wait times. ### Automated A/B Testing A/B testing is a popular way of finding out which is the more effective of two options, but it can be time-consuming and expensive to conduct at scale. Automated A/B testing through artificial intelligence speeds up the process of comparing two options with real-time data, so you can optimize your website. Examples of A/B testing include using different landing page images, deploying different colors or font types, using different copy, or even reorganizing page layouts. AI takes A/B testing to the next level by using previous activity to inform its choices and iterating on this, to find the ultimate optimized experience. ## How to Integrate AI with Traditional Optimization Overhauling an entire CRO strategy can be time- and labor-intensive, but that’s no reason to delay getting started. Businesses that start working with AI before their competitors will gain an edge on the market, even if they begin on a smaller scale. Effective integration often begins by identifying the most vulnerable or underperforming areas of the business and using this as the first testing ground. The results are likely to be more obvious when there is so much room for improvement and positive returns can be used to help justify the business case for greater AI adoption. This also protects any traditional but effective protocols from unnecessary replacement — while you might decide to upgrade them over time, it’s more valuable and resource-efficient to the business to fix the underperforming sectors first. Once you know which aspects of the business you want to target, it’s important to identify the right tools and providers to support your efforts. Not all AI CRO tools are created equally, so it pays to be strategic. It can be worth testing out free software, or doing a trial of a product from one of your existing providers, before committing to an entirely new third-party solution. If you’ve already worked positively with a performance marketing partner, investigate whether they offer AI-supported tools you could add onto your existing suite. When in doubt, opt for more basic plug-and-play solutions that you can add onto and scale up, so that you don’t get overwhelmed by too many features at once. Many vendors prefer to start with upgrading their personalization efforts and their customer service chatbots, before automated A/B testing or video creation. ## Top Tools for AI Conversion Rate Optimization ### Pathmonk Pathmonk uses AI throughout its CRO program, focusing on optimizing every stage of the customer journey. It pulls information from multiple different marketing channels and condenses them into a single, clear analysis so you can feel confident that you’re utilizing all the data available to you. Use these insights to identify and resolve bottlenecks in the shopping journey, increasing overall conversion. The plug-and-play installation format means you can start generating insights almost immediately, and there’s a free trial for new users. ### Realize Realize is designed to address the performance part of the funnel (consideration and action) in a time when marketers are finding that social and search channels are exhausted. The platform allows users to access a range of creative options and even easily repurpose their existing assets through the Social Importer tool. Realize also offers quick and intuitive landing page building and a series of streamlined workflows. Its predictive audience targeting uses behavior and intent, rather than identity, to better understand the customer, so you can focus your efforts on those most likely to convert. Finally, all of these tools are enhanced by the Abby AI assistant, which uses a conversational style to lead users from campaign conception to production. ### Unbounce Unbounce optimizes landing pages, which form a key part of any promotional campaign. The company uses AI to determine which landing page design and layout will be most compelling for different customers, to keep them engaged and moving forward on their customer journey. Not only does the platform support advanced A/B testing, it also includes an AI copy generation tool so that you can iterate on the most impactful text for your website. ### OptiMonk Optimize individual product pages with OptiMonk’s new AI toolset. The software is able to update your product pages in real-time with fresh, effective copy and A/B test various performance metrics to ensure returns. Pop-up banners can be similarly optimized, to increase engagement and capture more customer information. This is a great option for anyone new to AI since so many of the programs are automated and require minimal prior knowledge. ## Mistakes to Avoid When Using AI ### Going Too Big, Too Soon AI holds a lot of promise, but businesses can accidentally sabotage their efforts by trying to do too much at once. They may find themselves overpaying for a wide range of tools that do more than they need, or trying to implement a lot of new technology programs simultaneously. Inefficient implementation will drain resources and can even hinder operations, so it’s important to work strategically. If you’re new to AI, a slow and steady approach will introduce you to AI in a more manageable way, by letting you focus on one aspect at a time. Alternatively, look for AI tools with a built-in guide or assistant to lead you through those initial stages. ### Feeding the AI with Bad Data An AI algorithm is only as good as the quality of its data. In order to conduct analysis and generate appropriate guidance, AI tools need a steady flow of clean, organized information. If you feed the AI a mix of flawed or incomplete data, you’re going to receive unbalanced and inaccurate conclusions. Before you start running any AI programs, make sure that your datasets are up-to-date, accurate, and relevant to your business goals. Alternatively, work with an advertising partner whose AI is based on years of solid, reliable first-party data. ### Removing All Human Oversight Automation is incredibly valuable, as it allows humans to focus their attention on higher-level tasks, but that doesn’t mean you should remove all human oversight from your CRO programs. While the AI is there to help produce the analysis, it is your employees who will know which are the most insightful questions and where the most impact can be had. It will also be human eyes that catch any issues or flaws in the end product, so it’s important to maintain visibility over operations so that any problems are found and addressed quickly. ## Key Takeaways AI can help enhance your conversion rate optimization in several ways, including content creation, hyper personalization, real-time A/B testing, and predictive analytics. Be sure to maintain human oversight, though, and take the implementation of AI one step at a time, to be sure each aspect is functioning as intended. ## Frequently Asked Questions (FAQs) ### What is the difference between AI and traditional conversion rate optimization? Traditional conversion rate optimization relies on manual testing and analysis to get results, which can be accurate but also slow and inefficient. If you’re running a small operation, you may not have the manpower to do this at scale, and if you have a large operation, then the volume of data may be too overwhelming for a human team. AI-fueled CRO uses artificial intelligence to collect, organize and analyze the data, so that you can process vast amounts of information in real-time. This enables teams to optimize their operations more efficiently and continually evolve with the market, since AI programs will continue to learn and improve as they go. AI CRO tools make it possible to ask more specialized questions and dig into the finer details, since less time needs to be spent on basic analysis. ### Is AI better at conversion rate optimization than humans? Artificial intelligence is faster at processing and analyzing data than a human is, which makes it a very useful tool for modern businesses. However, it can only look at what it’s told to and answer questions that humans have asked it; it relies on human strategy to shape its activity. It’s important to remember that AI is a tool that humans can use to speed up and finetune their work, rather than a replacement of their whole function. Humans must initiate and direct conversion rate optimization, but AI can produce results quicker than if humans acted alone. ### What tools do you need for AI conversion rate optimization? If you want to introduce AI conversion rate optimization, it’s critical to partner with a software provider that utilizes AI in its design. There are many AI-specific tools that have newly arrived on the market, while some more established CRO providers are now adding AI to their existing toolset. The specific tools you need will depend on how you want to introduce AI to your CRO strategy. Some target only one or two elements, such as A/B testing or chatbots, while other programs are designed to be a one-stop-shop for all AI CRO needs. The right tool(s) for you will depend on your specific business goals, your resources, and your current suite of tools. --- ### SMB Marketing: Technology, Channels and Strategy URL: https://www.taboola.com/marketing-hub/smb-marketing/ Last Modified: 2025-05-20 10:49:18 Small business owners have plenty on their minds, from HR to daily operations, slow season profits and, of course, marketing stressors. Small business marketing doesn’t have to be stressful, though — in fact, it can even be one of your strengths, with a little intention, delegation, and strategy. For years, I have been consulting with small business owners who can’t stand social media, have no time for outreach, and just need marketing processes to work for them, “like, yesterday,” as one owner put it. In my experience, many are yet to fully grasp what SMB marketing involves in the first place, with some owners putting too much attention on one specific aspect (such as social media reels) and less on a comprehensive strategy to fully engage their target markets. ## What is Small Business Marketing? Small business marketing is a multi-faceted approach involving strategies and tactics that have both short- and long-term goals to promote your products and services. The end goal is to reach your target audience and convert them into customers, especially customers that return again and again, or refer others to your small business. This takes the form of numerous steps, including building an online presence through your website, social media, and content marketing strategies. It also involves email or newsletter marketing, search engine optimization (SEO) to attract your local clients, paid advertising, and other customer outreach strategies. Some businesses with an eye on their local market also engage in live events, in-person collaborations and giveaways, and other non-digital strategies. ## Small Business Marketing Technology As always, there’s a tool for everything. You can manually execute strategies for any of the above aspects, or you can find the best tool to market small business. The technology varies in efficacy based on the size and industry of your business, and how much time, energy, or staff you have to manage the tools’ implementation and maintenance (remember, a tool is only as effective as the strategy and people who are using it). But, in a world of AI powered technology, don’t underestimate how helpful some marketing tools can be. ​The following presents various categories of SMB marketing tools, each accompanied by an industry-leading example. ### Customer Relationship Management (CRM) Tools #### HubSpot CRM If you're in need of a friendly assistant that doesn't impact your budget, consider HubSpot. It’s straightforward to use and allows you to have all your customer interactions, including marketing, sales, and service tools, in one place. There's nothing more helpful than having everything you need to manage your customer relationships and marketing efforts interconnected. ### SEO Tools #### Ahrefs Also helpful in studying your competitors’ success and strategies, along with analyzing and improving your own site. Ahrefs will help you better understand the keywords your customers are searching for. ### Social Media Tools #### Salesforce Salesforce uses specific strategies like targeted social media ads and influencer collaborations to increase reach and engagement. ### Design Tools #### Canva To get started with marketing you’ll want consistent colors, fonts, logos, and a cohesive “vibe” that truly demonstrates what your business is about. If your SMB doesn’t have its own marketing department, consider using Canva to create your marketing collateral. The straightforward software design makes it easy to create print-worthy brochures and flyers, along with social media graphics, all in simple steps. ### Performance Tools #### realize: So much of marketing concentrates on the top part of the funnel, but you also want to make sure people are moving right through it to the point of sale (and buying!). realize: is a performance advertising platform that uses a generative AI based on nearly two decades’ worth of first-party data to identify and target those most likely to purchase. It also offers a suite of user-friendly content creation tools to help combat the creative fatigue endemic to marketing departments in the digital age. ## Small Business Marketing Channels It can be easy to overlook important marketing channels when you’re trying to operate a small business. Here are the key channels to keep in mind while you’re developing your marketing strategies for the years ahead: ### Social Media You might prefer to skip social media, but the reality is that today’s marketing strategies have to include it if you want optimal reach and interaction amongst customers. Key channels to work to include in your own strategy include: - Facebook. - Instagram. - TikTok. - YouTube. - LinkedIn. Don’t feel like you need to take them all on at once. Instead, focus on one or two of the social media channels and do them well. Bonus points if channels integrate together, meaning you only have to do the work once! ### Content Marketing Include blogs and SEO in your content marketing plan. Blogs engage potential clients in an informal and approachable format, providing free education along the way that establishes you as the authority in your industry. Repurposing content as part of a cohesive content marketing strategy means you aren’t just using a blog or social post once, but across numerous platforms, in different formats, to reach more people. ### Email Marketing Don’t forget that the relationship between your business and customers is ongoing. A great way to keep that relationship strong (and you at the forefront of their minds) is utilizing e-newsletters. These inform current customers, but also can pull in disengaged former customers to buy again, and it’s also a great place to offer special VIP price cuts or other advantages. ### Online Advertising Just because your budget isn’t huge doesn’t mean you have to forego online advertising. Search and social are typically solid places to start, but be aware that you will exhaust those channels relatively quickly. Targeted display advertising can be a more effective way to drive conversions, letting you reach the customers most likely to purchase. ### Influencers and Collaborations Do you know someone local in your community that is well-recognized amongst your customers? Use them as a partner in your business to help educate and sell your product. These collaborations can be a more engaging way to reach a wider audience. You don’t have to be limited to individuals, either: Is there a fellow business who offers a product or service that complements your own? Work together to support each other’s businesses by offering giveaways or reciprocal services. A joint event or open houses could be another great partnership option. ### The Open Web Small businesses can significantly benefit from engaging with the open internet. This encompasses all publicly accessible websites and online platforms beyond the confines of major social networks and search engine networks. By establishing a presence on the open web, businesses can enhance their visibility and credibility. From a strategic perspective, small businesses can diversify their marketing efforts, reduce reliance on specific platforms, and reach a wider, more varied audience which will prevent diminishing revenues experienced from channel fatigue and maximize their marketing budgets. ## Start Marketing Your Small Business in Four steps ### Figure Out Your “Why” With a Brand Positioning Statement Your brand purpose should be “crystal clear” and well documented, says Channing Muller, founder of DCM Communications. A brand positioning statement involves multiple aspects including your target audience, market category, unique value proposition (UVP), your differentiators, and one or more compelling reasons to buy your product or service. “Most small businesses focus on a logo and tagline because those are the ‘fun’ elements of the brand, but if you don’t have a clear brand positioning statement, you’re missing a major piece of the puzzle,” warns Muller. “Your positioning statement is what tells potential clients why they should choose you over the competition. It’s not just words — it’s the foundation for how you market, sell, and build long-term customer relationships.” Muller recommends not worrying so much about “trying to sound clever,” and more about giving potential clients or customers the info they need up front. “If someone visiting your website or social media profiles doesn’t immediately understand what you do and who you do it for, how can they know if it’s for them? They can’t, and they move on.” ### Build a Strategy Create a plan of attack for all the necessary aspects of a marketing strategy, but know that it doesn’t have to be all at once. You might play with throwing more time and money at different aspects throughout the business year, or based on your industry’s natural calendar. ### Analyze Performance You won’t know what’s working (or not) if you don’t check on a regular basis. Make a plan for how to adjust based on the data you’re seeing. For example, if one social media platform is taking off more than another, determine whether to focus most of your resources on that, or to spread out your resources to build up other channels as well. ### Be Prepared to Change Course As with any aspect of business, flexibility is key. You might notice after a few months that one aspect of your strategy isn’t performing. You can quit that aspect, or ask for expert help in adjusting, or even implement a different tech tool to determine if there’s information you’re missing. You’ll notice marketing trends evolve anyway, so what worked months ago might not be the most effective way to reach your audience now. “Right now, Meta is shifting content moderation responsibilities onto users, which means the way your posts are reviewed (and possibly restricted) is evolving,” says Muller. “TikTok’s algorithm prioritizes new creators, giving fresh voices more visibility. LinkedIn is leaning heavily into personal storytelling over corporate jargon. The takeaway? Stop clinging to what worked six months ago and start evaluating what’s working now to bring in engagement. A good social strategy isn’t about mastering every platform — it’s about mastering the right ones for your business.” ## Small Business Marketing Strategies: Relatively Inexpensive Ways to Maintain and Grow Your Business Once you’ve established your marketing strategy and have been executing it (hopefully successfully!) for a few months, you might be asking, what now? This is when it can help to try some relatively inexpensive new strategies for maintaining or growing your business. In addition, you should continue to keep an eye on the data to ensure your initial strategy is still performing well. ### Collabs/Trades With Other Small Business Owners Cincinnati-based florist Running on Blooms made an appearance at a local restaurant’s opening day, giving away flowers with business cards. The big show of having other vendors at the event helped the restaurant garner attention, while the giveaways created repeat customers for the nearby florist. Look to businesses right around you for similar collaboration opportunities, whether digital or in person. ### Authentic Live Reels on Socials Are you witnessing the results of your business’ product or service with a favorite client? Grab your camera and go live, or record a reel to post ASAP, to show the results of your work in a tangible and genuine way. It builds your reputation as a small business owner that people recognize as someone who gets things done. Don’t forget to repurpose your best performing social posts into other content as well. ### Video Customer Testimonials Ask for a quick video testimonial that can be recorded on their own time. This can be a simple ask through text or email, or even in person for the right type of customer. Or, you can look to a tool like Vocal Video to make that raw footage look more professional, and integrate it into your website for maximum impact. ### Creating a Clear Landing Page or Website “Everyone’s business or personal brand needs at least one landing page or website,” says Jaclyn Zukerman Delory, CEO of Next On Scene Media. “If the TikTok ban taught us anything, it’s that social media can be gone tomorrow, so definitely make sure you create a site for yourself where you can be seen as an expert.” ### Ensuring You’re Targeting the Right Audience Display advertising can be a powerful tool in the consideration and action stages of the funnel, so long as you’re targeting the correct audience on the correct platforms. By working with an ad agency with the appropriate tools — ideally a mix of performance-focused AI to target and optimize in real-time, and fast, simple content creation tools — you can make sure you’re reaching those most likely to convert. ## How to Determine Who Will Manage Your Small Business Marketing Marketing isn’t the best part of your business to DIY if you don’t have the time, energy, and interest to invest in setting up the processes. It can be helpful to delegate or outsource parts you find confusing, or work with a marketing strategist to get you started, whether you end up hiring out for the full plan execution or not. You can choose one overarching consultant or agency, or you can piece together specialists in each area. Here are just a few roles you can choose to hire for your marketing team: - Social media management. - Content strategist. - Performance analyst. - B2B digital marketing specialist. - SEO expert. - Email marketing consulting. - Communications and public relations. Whichever you choose, check you know up front what your consultant does and does not specialize in, to ensure you’re getting the best person for each part of the job. You can look for skillsets such as adaptability and flexibility, demonstrated background on improving marketing outcomes for previous roles or clients, and knowledge of current best practices in their specific area or your industry. ## Key Takeaways As you evaluate your small business marketing plan, create a strategy first, so you don’t end up with a list of to-do’s without understanding the “why” behind them. Be willing to shift every few months after analyzing the data and revisiting your strategy, tweaking what needs changing, and trying new things. Hire experts for tasks you aren’t confident about, or slowly build a talented marketing team. Finally, prioritize authenticity across all of your marketing endeavors, but especially social media. ## Frequently Asked Questions (FAQs) ### How has social media impacted marketing for small businesses? Social media has helped small businesses who couldn’t always compete with larger businesses’ budgets when trying to attract clients and customers. With regular and engaging posts across multiple platforms like X, Instagram, TikTok, Meta, and others, small businesses are able to meet more customers where they hang out, and convert them into reliable customers. ### What are alternatives to Meta to advertise your business? Small business owners have had excellent luck on TikTok, especially when showing behind the scenes processes in their businesses, which ultimately helps customers view them as “real people” and gain trust in them. Since search and social are delivering less reliable results these days, though, targeted display ads are a solid choice for reaching customers towards the middle and bottom of the funnel. ### What are alternatives to Google Ads to advertise your business? Alternatives to Google Ads include TikTok ads, LinkedIn ads, Instagram ads, and Realize. Local businesses can also look to their own city media such as magazines, newspapers, and digital publications for additional advertising opportunities. --- ### Best Lead Generation Tools for Performance Advertisers URL: https://www.taboola.com/marketing-hub/lead-generation-tools/ Last Modified: 2026-02-05 13:22:09 Lead generation technology keeps evolving, especially as performance marketing expands the methods and channels available to capture leads. Lead generation — i.e., attracting prospective customers, capturing their information, and bringing them into the sales funnel — is an always-on process, and depending on the industry, can be extremely challenging, especially with consumers’ attention divided and ad fatigue an ever-present problem. Lead-generation software has continued to evolve, though, with many features that go far beyond simple form fills or email captures. To help you figure out what tools you need, or how lead gen software can and should be integrated with the other pieces of your company’s marketing stack, I’ll run down the best lead generation tools for 2026, and who they’re for. ## 11 Best Lead Generation Tools for Your 2026 Performance Campaigns Choosing the right lead generation software is an important decision for just about any business. Some tools focus entirely on lead generation, while others make up just one tactic within lead generation. Others may be an important part of the broader marketing stack, shared across teams. Primary lead generation software generally includes customer relationship management (CRM) integration, lead capture forms, email marketing, analytics and reporting, automation tools, and customer segmentation features. Below, you’ll find an overview of some popular lead generation tools to consider: Tool Best for Features Pricing Realize Performance marketing, maximizing ad budgets on the open web. AI-based audience targeting, real-time campaign optimization, fast and easy content creation tools. Performance-based model; campaigns billed on CPC basis, or CPM for programmatic HubSpot Full-service CRM. Lead capture and lead gen platform; email followup. Free CRM available; Starter ~$20/mo; Professional ~$890/mo; Enterprise ~$3.6k/mo Salesforce Full-service CRM. Sales-focused, full-funnel lead capture and sales support. ~$1,250/mo entry; up to ~$15,000/mo custom enterprise Amplemarket Automated lead gen, prospecting, outreach. Automation across channels, AI-driven lead capture from emails, calls, LinkedIn. ~$600/mo Startup plan for 2 users; Growth & Enterprise custom Apollo Prospecting and outreach. Real-time intent signals, database help build pipeline, plus other sales features. Free tier; ~$49–$99+/user/mo tiers Zapier Lead capture and automation. Easy form creation, chatbots to capture and track leads. Free tier; ~$20+/mo paid plans Unbounce Building landing pages. Templates, A/B testing, and lead captures. Landing-page builder — ~ low $80+/mo entry Intercom Live and AI-driven chat. Chatbots that start conversations with site visitors. Tiered pricing, starts ~$60+/mo for basic messaging ActiveCampaign Automating email marketing. Segmentation, targeting, building landing pages. ~$15–$79+/mo, depending on tier Jotform Creating surveys. Form creation for a range of data collection tasks, with templates.  Free plan; ~$34+/mo paid plan ZoomInfo Data, intent signals, and visitor tracking. Market leader for B2B companies offering a huge database and buyer intent signals. Enterprise pricing; often ~$15,000+/yr or custom ### 1. Realize Realize platform serves performance marketers looking to go beyond the more easily exhausted search and social channels. It generates leads using high-quality creative options and a dedicated performance AI working from over 17 years’ worth of proprietary data. Realize also allows you to quickly import and repurpose existing assets, as well as offering a landing page builder, dedicated A/B testing, and a helpful AI assistant. Rather than attempt to cover the full funnel, Realize is focused purely on the consideration and action stages. Pros: Modern platform with performance focus; incorporates dedicated AI and multiple creative generation tools. Cons: Not traditional full-funnel focus. Pricing: Pricing is based on advertising spend rather than a flat subscription; campaigns are charged on CPC or CPM basis (you pay for clicks or impressions). There’s no fixed published subscription fee — cost depends on your campaign objectives, targeting, and budget. ### 2. Hubspot Marketing software veteran Hubspot, known for bringing inbound marketing to broad deployment, offers a full CRM suite, with a CMS, sales tools, and more. Smaller businesses may not be able to afford Hubspot, though there is a limited free plan. Hubspot is usually a good fit for e-commerce, healthcare, manufacturing, and tech companies. Pros: Lots of experience as a category creator and market leader. Cons: Cost; smaller businesses may not need full suite. Pricing: Offers a free CRM with basic features. Paid Marketing Hub plans start at approximately $15 per month (Starter), with Professional ~ $800/mo and Enterprise ~ $3,600/mo (billed annually). ### 3. Salesforce The Salesforce Marketing Cloud Account Engagement tool (formerly Pardot, which Salesforce acquired) can help with lead management, email marketing automation, landing pages and forms, and more. As a giant in the marketing space, Salesforce offers a lot of features, but the lead generation tool doesn’t integrate with the Marketing Cloud itself, and the learning curve can be steep (as well as the cost). Make sure to tap in-house or outside expertise to make the most of the features. Pros: Deep experience, extensive features. Cons: Integration challenges; cost may be prohibitive. Pricing: No free plan. Starts at roughly $1,250 per month for the basic plan. Higher tiers (Plus, Advanced, Premium) can reach up to $15,000/mo depending on features and scale ### 4. Amplemarket This B2B sales platform helps users automate lead gen, prospecting, and outreach across channels to engage prospects. Amplemarket learns from ingested data to capture leads from personalized emails, calls, and LinkedIn posts, events, and comments. Its AI capabilities can enrich data and perform intent analysis to support sales people in qualifying leads and closing deals. Pros: Full-featured with data, enrichment, and outreach all in the same place; LinkedIn capture is great for B2B. Cons: Cost can be prohibitive; long setup time. Pricing: Startup plan: ~$600 / month for 2 users (annual term). Growth & Enterprise: Custom pricing (scales with users and data). Free trial available. ### 5. Apollo Apollo helps teams build pipelines without a lot of manual prospecting, incorporating real-time intent signals and a huge database to create personalized campaigns. It also offers task prioritization, call scripts, call insights, analytics dashboards, and more features geared toward busy or resource-strapped sales teams. Pros: Ease of use, great for smaller companies. Cons: Data quality can vary. Pricing: Free: $0 with limited credits. Basic: ~$49 / user per month (billed annually). Professional: ~$79 / user per month. Organization: ~$119 / user per month. Credits system limits export/data use per plan. ### 6. Zapier Zapier supports the process of lead generation and capture with automated actions and tasks. It also offers email marketing and CRM tools. Zapier’s platform is user-friendly and offers a range of paid plans for varying budgets, but the free plan is limited, and there’s no mobile app. Zapier is particularly useful for businesses in IT, finance, and e-commerce. Pros: Multiple features in one place; range of costs. Cons: No mobile app. Pricing: Free plan: Available with basic automations. Starter: ~$20 / month. Professional & higher: ~$50 – $125 / month+ depending on task limits and team seats. Exact pricing is usage-based. ### 7. Unbounce Use Unbounce for custom, drag-and-drop landing pages, or try one of the templates. You can also A/B test and optimize pages easily as you go. It’s not robust enough if you want to build a site beyond simple landing pages, though, and Unbounce can be too expensive for smaller companies. Pros: User-friendly, lots of features. Cons: Growing teams may exhaust its features quickly. Pricing: No universally listed flat pricing; typically plans start around ~$80 – $100 / month with varying traffic/form limits. Exact newest tiers are best confirmed on their site, as they change based on conversion volume and features. ### 8. Intercom Chatbots are a popular use for AI functionality, and an automated solution like Intercom can be especially useful if you’re strapped for resources and can’t staff a chat function. Intercom also provides lead nurturing and scoring features, though it can get costly quickly with a per-user charge. It’s best used for high-volume customer support, such as the e-commerce or SaaS industries. Pros: Good fit for certain industries. Cons: Costs can be high. Pricing: No public flat pricing; starts around mid-to-high per-seat / per-month rates (often ~$60+ per user) for basic messaging. Advanced AI and support tools increase cost significantly. ### 9. ActiveCampaign ActiveCampaign automates email marketing along with CRM and sales, and you can also use it for segmentation and building landing pages. For a smaller or newer company, ActiveCampaign might not be necessary for sending basic emails. It’s probably a good fit if you’re sending out a high volume of emails or have to automate sales, such as for agencies, creators and influencers, real estate, and other highly interactive fields. Pros: Sophisticated segmentation and workflow features; built-in CRM. Cons: High costs, learning curve can be steep. Pricing: Lite: ~$15 / month. Plus: ~$49 / month. Professional: ~$79 / month. Enterprise: ~$145 / month+. No setup fees; pricing scales by list size. ### 10. Jotform Jotforms offers easy-to-build form creation tools, useful for a variety of tasks when generating leads. This might include surveys, automated form submissions, and data collection of whatever kind makes the most sense for your business. Pros: Lots of integrations and templates available. Cons: Limited free plans, advanced features are complex. Pricing: Free plan: Yes (templates & basic forms). Paid plans start around ~$34 / month with higher form limits and workflows. Some sources list starter paid plans ~ $34/mo. ### 11. ZoomInfo This market leader in B2B data now includes AI features to help users identify and engage with the right buyers. Users can take advantage of automation, real-time data, and buyer intent signals to pinpoint and engage relevant leads. ZoomInfo’s huge B2B contact database also brings advanced search and intent data, plus integrates with major CRM platforms. Pros: Reliable data source. Cons: High cost, steep learning curve. Pricing: Custom enterprise pricing only. Typical contracts run ~$15,000+ per year (enterprise B2B) depending on seats, modules, and database access. No listed flat pricing — you must contact ZoomInfo Sales. ## Other Lead Generation Tools Within the lead generation market, depending on your needs and industry, you might consider social media platforms for paid ads, as well as newer options like texting or SMS messaging to reach prospects. AI capabilities can be especially helpful for smaller teams in gathering data and automating tasks, and for any team that’s scaling their efforts quickly. Events like webinars hosted on your site or other live, virtual events (Instagram Live, LinkedIn Live stream, etc.) will likely be important in your lead generation plan. ## Considerations Your Business Should Take Into Account Before Choosing Lead Generation Software Broadly, when choosing lead generation software, it’s helpful to consider how much inbound vs. outbound lead generation you plan to do. Inbound lead generation is when your company produces content — including blogs, newsletters, and gated assets — that encourage potential customers to reach out to you. Inbound lead generation requires an engaging website experience, so that when a prospect lands on your site, they’re likely to spend more time there. Outbound lead generation is when you reach out to prospects across channels with cold emails, cold calls, direct mail, and other methods, such as LinkedIn messages. These prospects might not know anything about your company or products, or only have a passing knowledge. Lead generation platforms can be designed for either inbound or outbound, or both. ### Inbound Platforms Inbound lead generation software focuses on collecting data about visitors who have shown an interest in what you’re selling. That could include tracking email interactions, landing page visits, and social media engagements. There are plenty of lead generation tech providers who help build tailored lead gen landing pages and measure conversion rates for those pages. Inbound software can also help tailor sales outreach to prospects. ### Outbound Platforms Outbound lead generation software focuses more on the top of the funnel, attracting net-new potential customers to build awareness and develop new leads. These software tools take information from databases to help you build contact lists, perform lead scoring, and offer different ways to contact leads. ## How to Choose the Right Lead Generation Tool As with any marketing technology decision, choosing the right lead generation tool depends on your business needs. Lead generation is so essential, though, that you should make sure to do thorough research before buying and subscribing. What’s called “lead generation” may vary, and include a long list of marketing areas and tasks. Here are a few tips to consider. ### Avoid Feature Overload Lead generation software can cover just one area of this function — such as landing page creation — or offer many features that you can either use now, or as your business grows. It’s easy to buy too much or too little lead gen technology. Look at the features of each tool carefully to gauge how it meets your current needs, and which features may be useful within a year or so. Consider also whether you’d like to keep your tech stack streamlined from the beginning, or whether you’d rather buy point tools to meet various needs. You can always add more features later as needed, consolidate several free tools into one, or upgrade to a full-featured platform. ### Match Tasks and Features Many lead generation tools primarily promise time savings through automation, as well as improving on what your team can do now, such as with intent signals or fresh data. Consider the available resources of budget, expertise, and time when you’re deciding which lead generation tool to adopt for which current and near-future tasks. ## Best Practices For Using Lead Generation Tools Effectively Once you’ve decided on the right lead generation software, whether it’s a single platform or a collection of tools, these best practices will help you get the most out of your tools and your time. ### Know Your Audience Your audience may be a small, specific group of people, or could encompass thousands or even millions of people. Either way, make sure you have a handle on who you’re targeting with lead generation tools. This includes knowing what problems your product or service can help solve, and which channels or formats your audience likes to frequent. ### Use Marketing Best Practices The same best practices apply to lead generation as to other areas of marketing. Only publish high-quality content, always keep your users front and center, and communicate clearly at all times. That means creating engaging landing pages, including clear calls to action (CTA) in every interaction, using direct language, and centering prospects and their challenges rather than your business or its products. ### Test, Learn, and Optimize Lead generation software should provide you with plenty of data on what’s working and what’s not. Take every opportunity to try something different, such as offering a free trial or using video instead of written content, if your current tactics aren’t capturing enough leads. Use any available analytics reports or dashboards to understand where you can experiment with or optimize your programs. ### Talk to Sales Communication about lead generation wins and losses must be shared across marketing and sales teams to make sure you’re aligned and getting the most from lead generation software. If you’re using an all-in-one platform, take full advantage of its features to share and discuss data with sales. If not, make sure your lead gen and CRM tools are integrated so that sales can effectively pick up and move leads along. ## Lead Generation Software vs. Lead Generation Systems These terms might sometimes be used interchangeably, but lead generation software refers to the specific technology used by a business to capture and manage its sales leads. A lead generation system is broader, and includes all the tasks involved in acquiring and nurturing prospects. Lead generation software acts in service to the lead generation system. The system is the overall strategy you’re using to capture and pursue prospective customers and includes the processes, the tactics, the workflows, and the tools you use. It will change over time depending on how your efforts pay off and how business needs and goals change. The lead generation software stack you create and maintain may also change over time as the business grows or the areas of focus change, such as if your company decides to grow its B2C audience more quickly than B2B. ## Key Takeaways Lead generation technology is a large and constantly expanding field of marketing and sales technology. Generating new leads, then engaging them and moving them into the sales funnel, is one of marketing’s key objectives, so choosing the right lead gen technology is essential. Take time to consider the best platform for your company’s needs, whether that’s a full-featured suite or a collection of targeted capabilities. ## Frequently Asked Questions (FAQs) ### Are paid tools better than free lead generation software? As with any technology, paid lead generation software generally offers more features for more users than any free option. Paid lead generation tools may also include more customization options and a larger list of potential leads to target. Paid software probably will also provide more in-depth analytics, detailed lead targeting, and improved lead-nurturing options. However, if your team has limited or no budget, a free lead generation tool is better than none. ### What is the most effective lead generation tool for small businesses? Small businesses often have small budgets, so you might be looking for the most cost-effective lead generation tools. Kaspr, Wiza, and HubSpot are lead generation software options that are either free or offer free plans. As a small business employee, make sure to take advantage of other low-cost or more organic lead gen methods, such as social media platforms, Google Forms, and email marketing. ### How do I measure the effectiveness of a lead generation tool? Lead generation tools have a pretty simple primary success metric: Number of leads discovered and captured. There are of course many factors that go into this number, such as how much time or effort went into getting those leads, or whether the number exceeds lead generation goals. Beyond new leads, lead generation effectiveness can be measured with conversion rate, cost per lead, lead quality, customer acquisition cost, customer lifetime value, and click-through rate (CTR). ### Can I use AI to generate leads? AI can be useful to marketing teams working to generate leads, particularly smaller or resource-strapped teams. AI can help identify prospects and intent as well as personalize and automate outreach, along with gathering and parsing data and automating tasks related to lead generation. AI chatbots can also be useful as another contact option for website users. AI tools that can help with lead generation include Toffu AI and Jasper. --- ### Landing Pages: How They Work, Benefits, Best Practices URL: https://www.taboola.com/marketing-hub/what-is-a-landing-page/ Last Modified: 2025-07-27 08:44:31 Landing pages are a key part of marketing strategy for most businesses. That’s because they offer a way to target users, show off a specific set of information, and convert prospects, all in one place. Let’s get deeper into what a landing page is and how best to utilize one. ## What Is A Landing Page? A landing page is a standalone website page that customers arrive at from various sources — an email, ad, QR code, social feed, or other digital place. Landing pages are designed to capture information from prospects or users, through filling out a form or signing up for an email list. They may even sell a product or service directly, and they usually offer something useful in return, whether it’s a whitepaper or a coupon or offer code. Landing pages are typically focused on one audience segment, one desired action, or one campaign. Their specificity makes them a useful tool in a marketing strategy. ## Benefits of a Landing Page ### Generating Leads Landing pages are designed for a specific audience and can be tailored to meet specific goals in the buyer’s journey (and specific marketing goals). You can create pages designed to generate leads by offering valuable content or other useful information to readers. Consider social media channels or email newsletters as places to promote a landing page to capture user contact info and generate leads. ### Converting Users You may also use landing pages as a conversion tactic once a user has become a lead. Your prospect can be served the landing page once they’ve become familiar with your services or products. Depending on your goals, the call-to-action (CTA) could be a trial signup or purchase button to move the user quickly to convert. ### Keeping a Narrow Focus The homepage of a company and its resources and product pages may contain a ton of information — too much, if a user has a single goal or question. A landing page offers a way to eliminate distraction and provide the user with tailored information and a single ask. It’s simple and decision-oriented. ### Building or Reinforcing Your Brand You could deploy a single landing page, linked from a QR code or online event, for example, to remind users of what your brand does and what it stands for. This can be useful for users new to your brand, or as you’re building a net-new name. ## What Constitutes a Landing Page With about 2 billion active websites, there are huge numbers of web pages in the world today. A landing page stands apart through its specificity and a single call to action. Homepages, solutions pages, product pages, and other common website pages are much more broad, covering many topics and often serving as a content library. They might be useful for users scrolling to learn more or browse casually, but they aren’t optimized for action. A user can easily get distracted or lost on a busy page. While landing pages can be ideal for conversions, they can also help educate users and build your brand. You can consider landing pages for a range of goals, and test them carefully to see what users respond to. Whatever the goal, though, make sure to keep a tight focus topically and serve only one CTA to users. ## Different Types of Landing Pages When you start building and deploying landing pages, your first step should be considering their place in the customer journey. These pages offer a lot of flexibility, so you can consider using them at various points in the funnel. Landing pages that are well-matched to their audience’s needs and buying stage will perform best. Landing pages fall into a few categories: ### Lead Generation Landing Pages As the name indicates, lead generation landing pages focus specifically on capturing visitor information, usually with a form. They can ask for as little as an email address, depending on marketing goals and the industry. The single CTA on a lead gen page is a form or simply a contact information field. These pages normally offer some type of download or other freebie in exchange. Study the captured data to refine your understanding of who your audience is and what interests them. You can then optimize the page and target ads accordingly. ### Click-Through Landing Pages Click-through landing pages are less focused on generating leads or capturing user data, and more designed to educate users on the product’s benefits and building trust. Instead of a form, a CTA button directs users to a page to complete the action. You may use these sites for prospects further down the funnel who are aware of what your business offers. For B2B, “schedule a demo” or “chat with sales” might be an appropriate CTA, whereas B2C companies might direct a user to “buy now” or “get offer.” ### Product-Focused Landing Pages These landing pages are designed to educate users on particular items or services, which can be handy for companies with a huge product range. They can lay out the product features, pricing, and other details in one place and ask the reader to purchase. See our expert's recommendations on how to leverage Realize and build landing pages that convert for Black Friday Sales ads. ### Event Registration Landing Pages These landing pages are handy for an upcoming event, whether it’s live, recorded, or in-person. You can set them up quickly, posting event data and any special offers, and capture user registrations there. ## Home Page vs. Landing Page ### Home Page A business’ home page serves as its mission control center. It lays out what the business offers at a high level, then uses the top-level menu and links throughout to let users choose where they’d like to go next. A strong home page introduces the whole business, so the CTAs are likely more broad as well. The home page could be the first step in a buyer’s journey, or a way for a user to get more familiar with your products and services. It reflects the company’s brand and can showcase all products in one place. But, a home page isn’t designed for conversions. ### Landing Page A landing page, meanwhile, dives into one topic, with a specific CTA to match. If a user finds your landing page, they probably already have some understanding of what your company does and what it might offer them. They’re further into the customer journey than a user who’s just landed on your home page for the first time. A landing page is less cluttered and distracting than a home page, so once your user lands there, the CTA is very obvious — and, in turn, the conversion path is much clearer. ## Sales Page vs. Landing Page A landing page aims to capture leads or drive a specific action (like signing up for a newsletter), while a sales page focuses on persuading visitors to make a purchase, offering detailed product information and a clear call to action. ### Sales Page These pages include product pages, subscription pages, and sales pages for buying a specific service or item. The CTA asks the user to decide to buy something while on the page. Sales pages, like any landing page, should have a compelling headline and clear CTA, as well as product descriptions, prices, and any customer endorsements or case studies. ### Landing Page These pages cover a range of purposes, but usually aren’t asking users to make a purchase on the spot. Landing pages are used to capture leads, nurture prospects, or encourage downloads or event registration — whatever specific action will move them closer to the sale. Compelling copy and a clear CTA are also essential, as well as a strong offer and a form to gather information, such as an email address. ## How to Drive Traffic to Your Landing Pages You can employ a range of tactics to draw attention to your landing pages. At a basic level, every landing page should be clear and simple, with a single CTA. Make sure the value proposition is clear and the page is easy to navigate. Here are some other tips for getting traffic to your landing pages: ### Organic Search As with any other type of web page, organic search is crucial for drawing visitors. Use the same best practices for this search engine optimization (SEO) as for any other page — identifying the best keyword phrases, using relevant links, and offering original, useful content to readers. Update content regularly and make sure all links are working on your landing pages. Also, consider how backlinks can support your landing page goals to increase search rankings. ### Optimization Understanding all the data associated with your landing pages will help dictate how you optimize those pages over time. Landing pages can be strong performers for a marketing team, but they have to be optimized constantly, so A/B test everything on the page, from the headline and CTA to the images and length. Utilizing a dedicated performance AI in both the creation and targeting of your landing pages will help ensure that you’re continuing to test and update in real time. Consider these metrics as you’re gauging the success of landing pages: - Conversion rate: This is a performance marketer’s top goal, and conversion rate optimization (CRO) is an ongoing project. You can continually test all the elements of your page to keep optimizing. - Bounce rate: This is the segment of site visitors who leave your page without doing anything. It’s an important one for targeted landing pages, so keep testing and experimenting to get this number lower. - Average time on page: The number that’s best here will depend on your particular goals and audience. An engaging video might keep readers on your page longer, while short offer pages or pages that answer a question will reflect a shorter time on page. - Traffic sources: This can be a fascinating look into where your visitors are coming from, and can help you tweak your marketing mix, depending on how many paid vs. organic sources there are. You can also examine conversion rate by traffic source to get a sense of which channels resonate most with your audience. You may choose other metrics depending on your performance marketing goals — start with a standard set and go from there. ### Paid Search This common advertising channel places ads at the top of search engines to align with particular keywords. These pay-per-click ads require strong copy and design and are targeted according to demographics and other data. You can create focused, topical ads, then direct visitors from these ads straight to your landing page. ### Paid Social Paid social has become a pillar of marketing programs, and can be used for landing pages, too. These ads offer advanced targeting features, and each channel has its own particular audience to advertise to in order to grow your business. ### Email Campaigns The emails your business sends can link to landing pages to reach prospects and customers. Email has a large reach and low costs, so consider nurturing existing customers and appealing to new ones with an email that points to the aligned landing page. ### Target the Right Audience To create and deploy landing pages that perform, you have to know who you’re targeting. Make sure that messaging and offers are aimed at meeting the needs of your audience. The specificity of landing pages allows you to make one for each of your audiences, focusing each on the right people. Then, you can feature tailored content and one specific offer or ask on each page. ### Focus on User Experience In a busy and repetitive digital landscape, users are quickly becoming fatigued, particularly on search and social. To cut through the noise, use clean, easily-navigable design, make it mobile-friendly, and highlight the CTA throughout the landing page to make the entire experience positive for users. You can test using the CTA once vs. placing it several times throughout the landing page — but only use one CTA on any given page. Make sure that the copy and the design are clear and actionable for users. Consider video where appropriate, and make sure to include subtitles. ## Key Takeaways Landing pages play an important role in marketing strategy, particularly in a busy digital landscape where user fatigue is common. Using the focus that a landing page offers, marketing teams can employ a single message and ask for a single action from users. These pages can be part of a tailored buyer’s journey that incorporates email, paid advertising, social channels, and more. They should be measured and optimized frequently. ## Frequently Asked Questions (FAQs) ### What is the difference between a website and a landing page? A website is a company’s footprint on the internet, changing and updating frequently to show off its offerings in an appealing way. A landing page is a single, standalone web page that’s designed to reach a particular audience segment and encourage that audience to take action, whether it’s converting or purchasing. ### What is a landing page and example? A landing page is a standalone page with a singular purpose in the marketing funnel. It can be designed to convert a prospect by collecting personal information, or to close a sale by selling a product or service. Click here for an example. ### Do I need a landing page if I have a website? Landing pages play a different role than a website does. Any business should have a solid, informative website containing products and services information, plus customer stories. However, when you’re looking to reach a particular audience, a landing page can help you narrow in on a topic without overwhelming users with the entire website. --- ### Predictive Analytics in Marketing: How It Works to Drive Performance Growth URL: https://www.taboola.com/marketing-hub/predictive-analytics-in-marketing/ Last Modified: 2025-07-24 10:45:12 One one hand, some might say you can never have enough data when it comes to planning your marketing strategy. On the other hand, you may have been told that data saturation adds yet more noise and confusion when deciding where to invest your marketing dollars. That’s where the magic of predictive analytics comes in: Forward-thinking marketers are moving beyond basic historical reporting, and toward sophisticated forecasting that drives real business growth. In short, predictive analytics enables brands to be more nimble and proactive than ever. According to Pecan AI’s 2022 State of Predictive Analytics in Marketing Survey, which surveyed 250 marketing executives at director level or above, more than half (51%) of respondents said they use predictive analytics to forecast future customer behavior, and half (50%) say they use it to predict customer trends. ## What Is Predictive Analytics? Predictive analytics is a branch of advanced analytics that utilizes statistical algorithms, data mining techniques, and machine learning to analyze historical data and forecast future outcomes. Predictive analytics pulls information from existing datasets to discover patterns and forecast future outcomes and trends. Unlike traditional analytics, which look back at what happened and why, predictive analytics uses sophisticated data techniques to answer the harder-to-peg question: “What’ll happen next?” Here are some of the elements that go into predictive analyses: - Statistical modeling. - Machine learning algorithms. - Data mining. - AI. - Historical data analysis. These processes work together to forecast or predict future outcomes based on historical data and customer behavior. This helps businesses address what-if scenarios and identify future opportunities with startlingly good accuracy. The real marketing magic happens when these predictions are translated into actionable insights. Instead of throwing marketing strategies at the wall like spaghetti to see what sticks, predictive analytics empowers you with data-driven insights you can use to optimize campaigns before they even launch. ## How Does Predictive Analytics Work? Think of predictive analytics as your marketing crystal ball — but one that relies on cold, hard data and advanced algorithms. The process typically looks like this: ### Data collection This method gathers relevant information from various inputs, including customer relationship management (CRM) systems, website analytics, social media, transaction records, and customer feedback. This data fuels the insights. ### Data cleaning and preprocessing Next, the algorithm removes inconsistencies, addresses missing values, and translates data into a usable format that marketers can understand. ### Statistical analysis This step is where patterns, correlations, and notable trends within the historical data are revealed. ### Predictive modeling Now comes the fun part. The algorithm forecasts potential future outcomes based on identified patterns in the historical data, giving you insights you can use for data-backed marketing strategies. ### Validation and deployment Before launching a campaign, the model is tested against known outcomes to confirm accuracy. This gives marketing teams greater confidence in their chosen direction. ### Monitoring and refinement Finally, the model should be closely watched and performance routinely measured, with tweaks made for improvement. Predictive analytics stands apart from other strategies because of its adaptability. As new data comes in, predictive models become more accurate, helping your brand stay well ahead of the curve — and the competition. ## Predictive Analytics vs. Machine Learning You might hear these two terms used interchangeably, but predictive analytics and machine learning aren’t the same thing — they’re more like cousins than twins. While predictive analytics uses data to make likely predictions about future events, machine learning is a powerful tool used within predictive analyses that teaches computers to learn from data inputs. Here’s how they stack up: Predictive Analytics Machine Learning Forecasts specific outcomes. Teaches computers to learn from data. Uses various techniques, including statistics, data mining, and machine learning. A specific approach that involves algorithms that improve automatically through experience. Solely aims to forecast future events. Can be used for purposes beyond prediction, like classification and recognition. Typically requires human guidance to identify priority variables. Can find significant variables on its own. The most powerful marketing strategies combine both of these methods, using machine learning’s advanced capabilities to process massive amounts of data and identify non-obvious patterns, but relying on predictive analytics to turn those insights into strategic marketing decisions. ## How Is Predictive Analytics Used in Marketing? ### Customer Segmentation and Targeting Gone are the days of broad demographic targeting, which is the old spray-and-pray approach. Predictive analytics enables hyper-personalized customer segmentation based not just on who your customers are, but on what they might do next. By analyzing behavioral patterns, purchase history, engagement metrics, and browsing habits, for example, predictive models can pinpoint which customers are most likely to: - Make a purchase within a certain timeframe. - Respond to (or ignore) specific types of messaging. - Upgrade to premium services. - Churn without intervention. - Become brand advocates or ambassadors. This granular level of segmentation ensures your marketing campaigns reach the right people with the right message at exactly the right moment in their customer journey. ### Personalized Content and Recommendations You’ve likely experienced eerily accurate product recommendations on major e-commerce platforms or your social feed. Is your phone spying on you? Or is it predictive analytics at work? (Hint: It’s the latter.) By analyzing past interactions, predictive algorithms can determine which content or product each customer is likely to engage with next. These tailored recommendations can drive 20% greater customer satisfaction, according to an analysis by Freshworks. It gets better, though, as dynamic content customization evolves in real time with customer behavior changes. This ensures that your customers are served up relevant marketing messages throughout their entire journey with you. ### Customer Lifetime Value Prediction Not all customers are the same. Predictive analytics helps marketers identify which customers have the highest potential long-term value, so you can spend your marketing dollars where they matter most. By digging deep into factors like purchase frequency, average order value, product category preferences, and engagement behaviors, predictive models can forecast: - Future purchase behavior. - Expected customer lifespan. - Potential for upselling or cross-selling other products. - Likelihood of brand loyalty. - Total projected revenue contribution. With these forward-looking insights, marketers can focus their highest-touch strategies on the customers who are most likely to deliver the greatest ROI. Meanwhile, they can create targeted approaches to get value from other customer segments and nurture those relationships. ## 7 Ways Predictive Analytics Helps Drive Marketing Performance ### 1. Predictive Audiences By analyzing past data on customer behavior, you can segment your audience more effectively than ever before. These are predictive audiences which are identified by AI algorithms which power certain marketing tools. Say, for example, you want to target customers who may be in danger of unsubscribing, or focus purely on those likely to make a purchase decision within the next ten days: Predictive analytics will quickly give you a list of likely candidates, based on similar actions by customers in the past. ### 2. Optimized Campaign Timing Timing is everything in marketing. Predictive analytics determines not just who to target, but when to engage them, too. Advanced algorithms analyze patterns in customer behavior to identify the right moments for outreach, taking the guesswork out of it. This might mean sending an email when the customer historically shows high interaction, displaying ads during peak receptivity windows, or launching campaigns during predicted market upswings. The result? Optimized campaigns hit the mark exactly when customers are most likely to respond, driving higher engagement rates and conversions. ### 3. Dynamic Budget Allocation We all know marketing budgets are finite and are often the first to get squeezed when things get tight. By forecasting how different channels and campaigns will perform before launch, marketers can get the best bang for their buck. Plus, these predictions enable real-time budget shifts as campaigns progress, moving investments toward the highest-performing channels as they emerge. ### 4. Churn Prevention Customer retention delivers higher ROI than acquisition, but customers can be fickle. Predictive analytics identifies at-risk customers before they bounce, creating opportunities for targeted intervention. By examining subtle signals in their behavior — lower engagement, reduced usage, dissatisfied support interactions, or changed browsing patterns — predictive models can pinpoint accounts showing early warning signs of churn. These insights help marketers intervene with retention campaigns to win over these flight risks before they leave. Some proactive strategies include offering personalized incentives, support, or re-engagement touchpoints. ### 5. Trend Anticipation and Proactive Positioning Market trends don’t develop overnight, but predictive analytics spots early signals of emerging patterns. This allows marketers to proactively position their brands. By analyzing search patterns, social media sentiment, early adopter behaviors, and tangential data points, savvy algorithms can spot upcoming trends before they go mainstream. This foresight lets you move quickly to create content, position products, and plan campaigns that establish your brand as an industry leader rather than a follower. ### 6. Pricing Optimization Pricing your brand’s product or service can be challenging. Predictive analytics gives you a leg up here, too, using price elasticity modeling across various customer segments and scenarios. Advanced predictive algorithms can tell you how demand will shift at certain price points, too, as well as predict competitive responses to pricing adjustments. This level of precision enables brands to set prices that maximize both revenue and perceived value while maintaining their competitive edge. ### 7. Content Performance Prediction Content marketing is the ultimate long game, and it delivers top results when guided by predictive insights rather than sheer gut instinct. Predictive systems sift through thousands of content features — topics, formats, lengths, styles, publishing times, promotional channels, and more — and compare them against historical performance metrics. Using these data points, predictive models forecast which content investments will deliver the most value for specific goals. Marketing teams can concentrate their creative resources on content with the highest engagement, sharing, conversion, and ROI. ## Examples of Predictive Marketing Strategies ### FreedomPop: Behavior-Based Lead Scoring When mobile virtual network operator FreedomPop wanted to change up its customer acquisition strategy, it turned to predictive analytics. The company launched a sophisticated predictive lead scoring system that analyzed thousands of behavioral signals to learn which prospects were most likely to convert. Unlike traditional demographic-based scoring, this approach considered less obvious indicators like browsing patterns, engagement depth, and response consistency. The results speak for themselves: FreedomPop generated thousands of new subscriptions, resulting in new service package sign-ups. This targeted approach helped FreedomPop exceed its growth targets with just a $0.10 CPC in Spain. ### The Independent: Dynamic Content Personalization The Independent is a leading news brand for U.S. and U.K. audiences online, attracting more than 63 million readers globally. Like many publishers, The Independent wanted to keep its audience coming back for more, so they created individualized experiences for each visitor, using predictive content recommendation engines. The system analyzed reading history, engagement patterns, topic preferences, and reading speed to predict which content would resonate most strongly with each user. As visitors engaged deeper into the site, the algorithm made sure content was continuously adapting to audiences’ preferences to create a customized experience. Thanks to these insights, The Independent saw a 43% increase in CTR on its content and a 14% jump in ad revenue. ### Summit Media: Targeted Content Decisions Summit Media, a leading digital media network based in the Philippines, has 14 editorial brands and serves 31 million unique monthly users. With such a large footprint, Summit’s editorial leaders must move fast on coverage decisions. By implementing an AI-powered news alert system via a strategic predictive analytics tool, the teams at Summit consistently act on 50% of the alerts. Coupled with editorial insights, this capability empowers leaders to make more effective decisions about its coverage and how it serves it up to readers. ## Key Takeaways Predictive analytics transforms marketing efforts from reactive to proactive with data-driven forecasting of customer behavior, market trends, and campaign performance. The technology combines historical data with advanced algorithms to find patterns and predict future results with reliable accuracy. The marketing applications for predictive analyses span the entire customer journey, from initial targeting and outreach to optimizing lifetime value and stopping churn in its tracks. ## Frequently Asked Questions (FAQs) ### What are examples of predictive analytics? Marketers use predictive analytics for customer segmentation, forecasting future purchases, identifying at-risk customers, personalizing content recommendations, and market trend forecasting that anticipates — and accounts for — shifts in consumer behavior. ### What best describes predictive analytics? Predictive analytics is best summed up as the use of historical data, statistical algorithms, and machine learning techniques to identify potential future outcomes. Unlike descriptive analytics (what happened) or diagnostic analytics (why it happened), predictive analytics forecasts what might happen next based on patterns from existing data. This forward-looking approach uses past information to make probability-based forecasts that guide strategic decision-making. ### What are the three predictive analyses? The three core types of predictive analyses are: - Neural networks: Advanced machine learning methods that recognize complex patterns in data without predefined mathematical formulas. These powerful systems are renowned for discovering nonlinear relationships and processing massive amounts of unstructured data. - Regression modeling: A statistical technique that estimates relationships between variables to find patterns in large datasets and measure how each variable affects likely outcomes. Regression models work best with continuous data and help marketers predict quantifiable results. - Decision modeling: A classification model that segments data into specific categories based on multiple variables, visually resembling a tree with branches (choices) and leaves (outcomes). These intuitive models excel even with incomplete datasets. --- ### Conversion Rate Optimization (CRO): What Is It and How to Improve It URL: https://www.taboola.com/marketing-hub/conversion-rate-optimization/ Last Modified: 2025-05-20 10:25:59 The top-line goal of marketing teams everywhere is to encourage leads through the funnel, converting them from casual website visitors to loyal customers. While several concurrent strategies can help you accomplish this goal, one effective approach is thoughtful and strategic conversion rate optimization (CRO). Here’s how CRO works, why it’s important, how to implement an effective strategy, and more. Plus, we’ll give you a glimpse into the future of CRO to help you plan ahead. ## What Is Conversion Rate Optimization (CRO)? Conversion Rate Optimization (CRO) is the process of improving a website, landing page, or marketing campaign to increase the percentage of visitors who take a desired action, such as making a purchase, filling out a form, subscribing to a newsletter, requesting a demo, clicking on a CTA. Before diving into conversion rate optimization, let’s cover the basics. A conversion happens when a website visitor completes your desired action — for example, a form fill, a purchase, or a signup. Website visitors who don’t convert are your company’s leads. ## CRO vs. SEO Conversion rate optimization and search engine optimization have a common goal: to drive more sales. However, the process of how CRO and SEO achieve that goal is different. CRO involves convincing and converting website visitors into customers. It focuses on people who are already aware of your brand. By contrast, SEO involves improving your company’s visibility in search engines to generate more website traffic. While SEO efforts may target people familiar with your brand, they also target those who might not have heard of you, which helps broaden your audience. ## Why is CRO Important? With more conversions come more visibility and sales, which is why CRO is an essential marketing strategy for your business. CRO involves taking thoughtful steps to convert more leads to customers. These steps may include creating and testing new website copy, updating landing pages, adding call-to-action buttons, or altering your website’s navigation to improve product visibility. ## Conversion Rate Formula You Need to Know The formula for calculating conversions from a landing page is fairly simple: (Total number of conversions / Total number of visitors) * 100 = your conversion rate. Remember how choosing the desired action you want to track is essential? Here’s where that comes into play: If your desired action is having a website visitor sign up for a trial, your landing page gets 1,500 visitors, and 50 of them sign up, your conversion rate is around 3.3%. ## How to Improve Your Conversion Rates ### 1. Identify Target Audiences Before launching any ad campaign, you need to make sure you’re targeting the appropriate audience, as without the right foundation, your campaign performance will suffer. One of the best ways to research your audience is by looking at your existing data, by doing the following: #### Conducting Quantitative Research You want to find out how visitors move through your website. What stops them from converting? Start by using a web analytics platform to gather your site metrics. This is known as quantitative analysis. Try to answer the following questions: - Where do your visitors come from? For example, via an ad or social page. - Which pages do they visit most? - Which pages do they spend the most time on? - Which devices do they use to access your website? - Which pages do they leave your site from? - How many pages do they visit before leaving? - What are your audience demographics? Age, gender, location, interests, etc. You can also add conversion tracking to your site by adding a simple code string to your conversion page. This will help you see how many people convert and understand where your best leads are coming from, which demographics they belong to, and their actions once they’ve landed on your website. #### Conducting Qualitative Research Next, add context to your quantitative metrics and flesh out the customer journey by gathering feedback about customers’ experiences. Do this by using surveys distributed via email or through your website, using platforms such as SurveyMonkey, Typeform, or Google Forms. Ask customers: - Why did they visit your site? - What were they looking for? - Did they find what they were looking for? If not, why? - Was the experience intuitive or confusing? What made it so? - Why did or didn’t they decide to convert? - Why did they leave your site? - Which issues were they looking for your products to solve? Did this match the messaging that they saw? ### 2. Optimize Your Ads Across Multiple Placements Your audience doesn’t exist on a single platform, and neither should your ads. That’s why it’s essential that you focus on placing a mix of display ads (vertical, carousel, video, etc.) with premium publishers that you know your audience visits. By targeting potential customers who are already engaged with relevant content, you’re more likely to see conversions. You also improve the chances that your ads will stay visible throughout the duration of your campaign. Speaking of visibility, make sure that the platform you’re using prioritizes viewability. You might be targeting the right audience, but if your ads are placed in low-traffic areas, you won’t see results, no matter how compelling your message is. ### 3. Use AI-Driven Targeting to Improve Ad Performance The best performance marketing platforms leverage AI-driven targeting to improve ad performance. Through this AI CRO, user behavior, interests, and engagement patterns are analyzed in real time, and can ensure that your ads are shown to people who are more likely to convert, based on their previous interactions. If your ad platform supports it, you should also take advantage of AI-driven bidding. This will give you the ability to adjust bids in real time, maximizing impressions from high-value users and optimizing your ad spend, further improving performance. ### 4. Boost Relevance With Data Improved insights should lead to more relevant ad content. By leveraging the first-party and publisher data gathered in steps 1 and 2, you can better understand your users’ behaviors, interests, and purchase history. This lets you refine your targeting by personalizing your ads and segmenting audiences by demographics, browsing behavior and engagement levels, etc. Segmenting enables you to align your ads with specific audiences. For example, you could place a travel ad on a blog that not only covers travel, but which caters to an audience of similar means and even location as your own desired customers. ### 5. Continue to Optimize Using Performance Insights Always continue to optimize throughout your campaign as you gain insights from your performance data. Conduct A/B testing on different ad formats (native, display, video) with your audience segments, as some are bound to perform better than others. Figure out what is and isn’t working, and make adjustments based on your results. You can also leverage the data to customize your messaging to various groups. For example, your messaging for first-time visitors will differ to that designed for returning customers. By continually optimizing your ad content, targeting, and placements, you can continue to improve your conversion rates. ## Common Mistakes to Avoid in Your CRO Efforts Many common mistakes to avoid in your CRO efforts relate to the above process of analyzing and improving your conversion rates. Here are some pitfalls to be aware of: - Not identifying a desired action. - Insufficient quantitative or qualitative research. - Failing to analyze or optimize your landing pages. - Neglecting to perform A/B tests. - Testing too many elements at once. - Analyzing a sample of visitors that’s too large or small. - Not reaching statistical significance. - Incorrect test timing (for example, when there is unusual traffic due to a sale or special event). ## Real-World Examples of Successful Conversion Rate Optimization Focusing on effective CRO can be extremely worthwhile for your business, and these CRO case studies illustrate why. ### Bonia Luxury international fashion retailer Bonia turned to marketing company Omniconvert to help increase online sales. After surveying Bonia’s website visitors, Omiconvert discovered that 85% hadn’t found the products they wanted, among them wallets, watches, and bags. Why? Because these products weren’t showing up in the navigation bar. With Omniconvert’s help, Bonia made a simple fix: They added these products to their navigation bar and increased the font size to make them more visible. Consequently, the click-through rate for these products increased by 28%, conversions rose 66%, and only 47% of visitors reported on a subsequent survey that they couldn’t find the products they wanted. ### Kaya Skin Clinic Kaya Skin Clinic noticed that its conversion rate was lower than the industry average. Keen to generate more online appointment bookings, the company ran landing-page tests and decided to make two changes. One was placing a call-to-action with the words “expert opinion” above the sign-up form. The other was to include social proof — a count of Facebook users who “liked” their business. The call to action increased sales by 22%, and the social integration saw sign-ups jump 70%. ### Protalus Footwear maker Protalus increased sales by 91% in just six months with CRO. Analytics and customer surveys encouraged the company to move its “free upgrade” offer to the top of the page, add celebrity testimonials, remove unnecessary code to reduce load time, and address customers’ pain points through testimonials and revised copy. ### Going Created for travelers on a Budget, Going helps people save on flights locally by sharing targeted deals. While Going has a free tier for users, it also offers premium services. The Going team recently partnered with Unbounce to A/B test two CTAs on a landing page promoting its services: “Sign up for free” for its free tier and “Trial for free” for its premium services. The shorter “trial for free” CTA resulted in a 104% month-over-month increase in initial premium signups. These brands prove CRO isn’t intimidating, though it might initially feel that way. Remember that one simple landing page tweak can generate a major uptick in sales; you just have to pinpoint that change and make it happen. ## The Future of Conversion Rate Optimization: Trends and Predictions Moving forward, tried-and-true methods such as strong landing-page copy, social proof, and simple and intuitive design will continue to play a role in a strong CRO strategy. However, we predict that artificial intelligence (AI), among other technologies, will likely play an increasing role in the coming years. AI enables marketers to wrangle and identify patterns in data more easily — even when there’s a lot of it. Used wisely, this technology could offer more insight into the behaviors of your website visitors, including how they interact with your landing pages. Beyond helping improve CRO on landing pages, AI may also help you tailor your email marketing strategy for different customers. Email marketers are already using AI to segment audiences more effectively and analyze how send times impact conversions, and we expect this trend to continue. ## Key Takeaways Done well, your CRO efforts, combined with an effective SEO strategy, can help you streamline your marketing funnel and drive sales. While there’s no one-size-fits-all way to do it — because every brand and audience is unique — you can take steps to ensure you’re getting the most from this process. Check your analytics, survey your audience, scrutinize your landing page, continually test different designs and elements, and make incremental changes as needed. With these strategies to guide you, you’ll be primed to drive more value from your site and pave a path that leads customers to convert. ## Frequently Asked Questions (FAQs) ### Is conversion rate optimization worth it? Conversion rate optimization can pay off, as it could drive more leads and sales for your business. However, it’s smart to be thoughtful about your strategy and use the right tools to implement it. Otherwise, your efforts — and valuable marketing dollars — could be wasted. ### What is the formula for conversion rate? To calculate your conversion rate, use this formula: (Total number of conversions / Total number of visitors) * 100 = your conversion rate. ### What is the difference between SEO and conversion optimization? SEO focuses on boosting targeted organic traffic from search engines to your website. Conversion optimization focuses on getting your website visitors to take a desired action — for example, making a purchase or signing up for a mailing list, once they arrive. --- ### How To Scale Your Performance Marketing: 7 Strategies for Success URL: https://www.taboola.com/marketing-hub/scale-performance-marketing/ Last Modified: 2026-04-12 11:59:46 Move over, full-funnel marketing: As performance marketing shows its value in yielding fast, efficient, and cost-effective results, marketers are shifting priorities. There’s still a place, and probably always will be, for solid top- and middle-of-the-funnel organic content. But if you want the fast lane to conversions, learn how to scale your performance marketing by focusing on buyers in the consideration and action (that is, performance) stages of the journey. “Upper funnel marketing is not that effective,” confirms Eyal Shnaides, growth marketing director at Taboola. “Performance marketing is much more trackable and to-the-point.” Once you’ve dialed in the right content, audience, and platform, it’s time to scale rapidly to increase the revenue your campaigns bring in. ## Use These 7 Strategies to Drive Your Performance at Scale ### 1. Define Your Objectives Before embarking on any campaign, define how you will measure success. Is the goal to boost website traffic? Collect email addresses? App downloads? Sales? Ultimately, any performance marketing campaign should lead to sales, but it may not always be a direct route. Knowing how you want to achieve that objective can help you craft a roadmap to getting there. After all, performance marketing can substantially shorten the sales funnel, but it doesn’t eliminate it. ### 2. Measure Results Measure results based on how much it costs to achieve your objective, such as cost-per-click, cost-per-sale, or cost-per-lead. “Spend, cost-per, and the actual amount of conversions you have: These are the most important metrics that any performance marketer needs to start their day with,” says Shnaides. “Cost-per is the most important part.” ### 3. Recognize and Account for Discrepancies in the Data Although it’s much easier to track the results of performance marketing compared to full-funnel marketing efforts, Shnaides points out that you may see discrepancies in your data. For instance, if someone sees an ad on Facebook but then searches Google for that product, both platforms will take ownership of that lead. “It’s basically double counting,” says Shnaides. For the most accurate data, rely on a CRM to track your leads. Supplement it with sources like Google Analytics and web visitor tracking software like Warmly to qualify leads. Plug-ins like Microsoft Clarity provide extensive, real-time data, including heatmaps, average time-on-site, and the number of visitors. All of this data combined can help you understand who you’re attracting with your performance marketing campaigns, and what they are doing when they reach your site. ### 4. Choose the Right Platforms for Your Campaigns Once you have your goals set, with tracking systems and analytics in place, focus on finding your customers where they normally hang out. “Google and Facebook are the top two channels, no questions asked,” says Shnaides. Beyond that, TikTok, LinkedIn, X, and others are all in a race for third. Shnaides emphasizes the benefits of going beyond search and social — channels which can quickly be exhausted. Consider advertising on the open web through a platform like Realize, which targets high-intent users on a variety of platforms. “Realize gets to users on the open web, so the inventory of potential users is very wide,” he says. ### 5. Leverage the Best Creative for Every Stage of the Sales Funnel Performance marketing should focus on the “consideration” and “action” stages of the buyer’s journey. You want to ensure your campaigns speak to people’s needs, since it’s not easy to stop the endless scroll on social media. Make your message clear — you understand the potential customer’s problem, and are providing a solution — and the next steps easy to understand. Beyond trying to capture attention amidst a sea of Facebook reels, consider other creative across other platforms. Choose high-visibility options such as carousel slide shows, vertical ads, and display ads. Continuously test and modify to see which types of content appeal to your audience. ### 6. Scale Vertically on the Same Platforms to the Same Audiences If you succeed in capturing your audience’s attention, you’ll reach a point where the campaign is working. That means your cost-per goal is at the benchmark you set and you’re reaching your target for conversions. Once you’ve achieved these benchmarks with your test budget, it’s time to add more money to the campaign. “You need to add budget, but make sure you keep your effectiveness,” adds Shnaides. There are key optimization levers performance advertisers should know of when scaling on their campaigns. ### 7. Scale Horizontally to Reach Broader Audiences When you increase the budget on a successful campaign, it should lead to more conversions with the same ROI, but that doesn’t always happen. Maybe the campaign isn’t resonating anymore, or maybe, you’ve simply saturated the market on a specific platform. That’s when it’s time to scale horizontally, moving to multiple platforms to reach a new customer base. To scale performance marketing, make sure you’re visible on Google search, as well as on the mid-funnel platforms, and finally, a click away when the customer is ready to buy. “It’s very rare to have a funnel so short that people are going to watch one ad, click the ad, and move straight to purchasing,” warns Shnaides. ## Key Takeaways Performance marketing yields faster, more direct results than other forms of advertising. The results are easy to track, which makes it easier to scale. To scale vertically, do more of what’s working — aim for higher conversion rates with current audiences. To scale horizontally, explore new audiences. “When you’re going to a new platform, you don’t know where the ceiling is,” says Shnaides. “When you don’t know what’s going to happen, there is the possibility of something really, really good happening!” ## Frequently Asked Questions (FAQs) ### How is performance marketing measured? Businesses can measure performance marketing through metrics like cost-per-leads, cost-per-click, and conversions. ### What is scaling in marketing? Scaling in performance marketing means reaching a broader audience and achieving satisfactory results, so you’re spending more money and achieving the same, or better, ROI as you did with a smaller budget. ### What are the biggest challenges advertisers face with scaling performance results? Scaling performance marketing results isn’t an exact science. Marketers have to contend with challenges that include market saturation, production of quality content to scale, and inconsistent or fragmented data and analytics. --- ### 6 Best E-commerce Platforms for Marketers in 2026 URL: https://www.taboola.com/marketing-hub/best-ecommerce-marketing-platforms/ Last Modified: 2026-02-01 16:51:40 Marketing is essential for any online business, and building a storefront is only the beginning. Modern e-commerce platforms are expected to support discovery, conversion, and performance tracking across multiple channels from day one. For e-commerce marketers, that means looking beyond templates and product catalogs to evaluate how well a platform supports marketing automation, integrations, analytics, and scalable growth. This roundup of e-commerce platforms focuses on tools designed to help you launch, promote, and optimize your online store. Below, I’ll break down the six best e-commerce platforms for marketers to help you find the right fit for your business. ## What is an ecommerce marketing platform? E-commerce software is designed to help you build a website and sell products or services. But in 2026, many of these tools have marketing solutions built in, giving you an all-in-one solution that boosts your capabilities. The right e-commerce marketing solution will help you attract, engage, and convert the right customers for the products or services you’re offering. The below tools focus on helping you create and run targeted campaigns, personalize user experiences, and track your results to better inform your efforts moving forward. ## Best E-commerce Marketing Tools in 2026 With so many tech tools available, it’s never been easier to start an e-commerce business. But the landscape is now so competitive, successfully growing an e-commerce shop is far more challenging than you’ll likely expect. The right platforms will automate some of the tougher tasks, freeing you up to focus on growing your business. Tool Goals Best for Features Pricing Realize Performance marketing and lead generation. Scalable lead generation and conversion optimization. Diverse ad formats, AI ad placement optimization, predictive audience targeting. Ad spend–based campaign pricing, no flat SaaS fee. Shopify Getting a new business set up. Startups and new business owners. Easy-to-use store builder, analytics, built-in marketing tools. Starts at $29/month. BigCommerce Customizable online shop. More advanced small- and medium-sized businesses (SMBs). Omnichannel selling, hundreds of templates for customizability. Starts at $29/month. WooCommerce Add e-commerce to WordPress. WordPress site owners. Themes and integrations to expand your shop’s functionality. Free. Wix AI-driven website building. Business owners who want a drag-and-drop solution. Hundreds of design templates, customizable templates, AI tools. Starts at $29/month. Squarespace Design-focused website creation. Simple, streamlined website storefronts. Unlimited products, abandoned cart recovery, variety of integrations. Business plans start at $23/month. ### 1. Realize SMBs face more challenges than ever with paid advertising, especially within the walled gardens of search and social. Realize aims to tackle those challenges, offering AI-driven predictive targeting and support for a wide variety of ad formats on the open web, including vertical and carousel. The platform is designed to help brands scale their ads intelligently, with helpful tools like the Social Importer, which allows you to quickly and easily repurpose existing assets across high-impact, performance-focused placements. Goal: Performance marketing and lead generation. Suited for: SMBs seeking to scale their customer acquisition beyond search and social. Features:  - Support for diverse, high-visibility ad formats. - Predictive audience targeting based on 17+ years of first-party data. - Social Importer tool for easy asset repurposing. - Fast, simple landing page building. - User-friendly campaign management. - Built-in AI assistant. Pricing comparison: Higher-priced than many competitors, but with a higher ROI potential. Pros: - Supports carousel and vertical ad formats. - Broad campaign visibility. - Powerful audience targeting. - Focuses exclusively on the performance funnel. Cons: - Not designed for top-of-funnel campaigns. ### 2. Shopify For ease of use, it’s tough to beat Shopify, which features a user-friendly interface and a wide range of integration options. In 2026, Shopify has evolved beyond a simple store-builder into a full-fledged commerce operating system, making it a strong choice for brands that want to scale marketing, sales, and operations from a single platform. If you want a site that will grow with you, Shopify’s a great choice. Goal: Easy setup and management of online shops with built-in support for multichannel marketing and growth. Suited for: Businesses of any size that are interested in a platform that makes it easy to set up and manage an e-commerce shop while supporting long-term marketing and sales expansion. Features: - Drag-and-drop store setup. - Built-in SEO optimization tools. - Advanced shopping cart features. - Inventory management. - Built-in shipping solutions. - Marketing tools. - Unified commerce features that connect online, in-person, and wholesale sales. Pricing Comparison: While Shopify isn’t the most affordable solution on the market, it’s far from the most expensive. In 2026, costs can increase as businesses rely on apps, advanced features, and third-party tools. Still, the midrange pricing makes it a good fit for midsized businesses or small businesses that plan to grow quickly. Pros: - Easy to use. - Scalable. - Wide range of integrations. Cons: - Transaction fees for third-party providers. - Limited customizations in lower tiers. - No email hosting. ### 3. BigCommerce Limiting your sales to one channel can cost you, so BigCommerce can help expand your reach. The omnichannel capabilities let you sell in person, on social media, or on your website, with a strong emphasis on centralized control and marketing tools that make promotion easy for more complex selling environments. Goal: Create a highly customizable e-commerce selling experience. Suited for: Mid-market businesses and growing brands that need customization and integrations. Features: - Omnichannel selling. - Inventory automation tools. - Support for multiple locations. - Abandoned cart recovery. - Multi-currency support. - Customizable checkout. - Built-in B2B and wholesale features. - Expanded automation and partner-led AI capabilities. Pricing Comparison: Slightly higher than competitors and often tiered based on revenue. Pros:  - Highly customizable. - Free 15-day trial. - No added payment fees. Cons:  - Steeper learning curve. - Pricier than some competitors. - Limited AI tools. ### 4. WooCommerce WordPress users may want to check out this plug-in that turns your website into a storefront. WooCommerce is open-source, so there’s no cost to add it to your WordPress site, but you’ll need to add other features via plug-ins, and those prices can add up as your business grows. Goal: Adding an online shop and marketing tools to a WordPress site with full ownership over housing and customization. Suited for: Businesses who build their sites using WordPress and are comfortable managing ongoing updates, optimization, and maintenance. Features: - Open-source and free. - Hundreds of themes available. - Integration with hundreds of plug-ins. - Inventory management via plug-in. - Comprehensive reporting. - Appointment and booking plug-ins available. - Shipping carrier integrations. Pricing Comparison: Best value in its class at small scale, with costs increasing as additional plugins and hosting resources are required. Pros:  - No cost. - High flexibility and control. - Highly customizable. Cons:  - WordPress site required. - Can negatively impact site performance. - Some tech knowledge is required. ### 5. Wix Wix’s e-commerce builder makes it easy to create a store. Simply choose a template and use the drag-and-drop editor to customize your design. You can easily add products in bulk by uploading a CSV file, or you can move items over from another site using the Cart2Cart app. Goal: Set up a shop that’s easy to create and manage. Suited for: Business owners who want an easy store setup and don’t anticipate complex catalogs or large-scale growth. Features: - Built-in AI technology. - Hundreds of customizable templates. - Easily add multiple products at once. - Multichannel inventory management. - Recurring payment support. - Multicurrency support. Pricing Comparison: More affordable than many competitors for entry-level e-commerce needs. Pros:  - Multichannel selling. - Strong design flexibility for non-technical users. - 24/7 support. Cons:  - Product limits. - Limited scalability. - Limited e-commerce features. ### 6. Squarespace Like Wix, Squarespace is a DIY website creation tool that offers e-commerce solutions. For ease-of-use, it’s one of the best platforms out there, particularly for design-forward and content-driven brands. But, it has fewer templates than some competitors, so you may find your design options limited. Goal: Set up a simple storefront that emphasizes products and brand representation. Suited for: Time-challenged business owners who want an easy-to-use solution and prioritize design, content, or services alongside physical products. Features: - Easy-to-use website builder. - Unlimited number of products. - Abandoned cart recovery tools. - AI tools. - Support for shipping, fulfillment, and taxes. - Wide range of integrations. - Mobile store management. Pricing Comparison: Lower priced than competitors, but the $23 per month plan will be necessary for business-geared features like analytics and advanced customizations. Pros:  - No transaction fees. - Easy to use. - 24/7 support. Cons:  - Fewer templates than competitors. - Sluggish performance. - Can’t easily change templates. ## How to Choose the Best Tool for Your E-Commerce Business Setting up an e-commerce business is no easy feat — you’ll need to get your online storefront set up and start driving traffic to it. Here are some tips on choosing the best tools for your e-commerce business. ### Define Your Business Needs Each business is unique, and those differences call for unique solutions. Before choosing an e-commerce platform, it’s important to consider what you’re actually selling, whether it’s physical products, digital goods, or subscriptions, as some platforms are designed to support certain selling formats more effectively than others. ### Consider Scalability With any luck, you’ll outgrow your current setup over time, say, when your customer base increases and you grow your team. As your business grows, your e-commerce platform should be able to grow with you. That’s why it’s important to look for solutions designed to scale over time. Platforms like Shopify stand out for their ease of use, scalability, and extensive app ecosystem. These platforms also often bring built-in tools, social media integrations, and flexible customization, allowing business owners to focus more on selling and less on tech support. ### Evaluate Integration Capabilities When it comes to marketing an e-commerce store and driving sales, the key is integration. Widely adopted platforms tend to offer the broadest ecosystem of ready-made integrations, making it easier to connect with the marketing tools that teams already rely on without custom development. Before choosing an e-commerce solution, inventory your existing business tools, email providers, SMS platforms, and subscription management solutions and check for integrations. This can help you avoid costly workarounds and ensure your marketing stack continues to scale smoothly as your business grows. ## Considerations Before Deciding on the Best E-Commerce Marketing Tool Once you’ve established your goals and lined up your product offerings, it’s time to build and market your e-commerce business. Here are some things to consider as you’re researching e-commerce tools. ### Budget and Pricing Structure Startups and small businesses don’t have unlimited resources. You’ll need funds for website hosting, website themes, marketing, raw materials, and packaging, among other expenses. Scouting out cost-effective solutions, both for your website hosting and the apps you use, can create savings that add up over time. Most e-commerce platforms charge a monthly fee that can be anywhere from near-zero to hundreds of dollars, depending on features and scale. Open-source solutions can be a cost-cutting option, but you’ll likely still need to pay as you add features. This can be an affordable way to launch quickly while still maintaining tighter control over ongoing expenses. ### User-Friendliness Most technology comes with a learning curve, but some platforms are more intuitive than others. When you’re researching any tool for your SMB, look for video demos that show you exactly how the solution works. If a video isn’t readily available, you can sometimes reach out to the provider and ask for a one-on-one demo, especially if you’re considering spending a considerable chunk of change on the solution. You should also consider how user-friendly a platform is within the context of your existing systems. Ease of use doesn’t stop at the dashboard: Reviewing available integrations and extensions upfront can help ensure the new solution fits naturally into your environment, rather than adding unnecessary work. ### Technical Support For SMBs, having technical support when needed is essential. You likely don’t have the funds to pay a full-time dedicated IT team, and even if you do, your on-site support won’t have the in-depth knowledge necessary to troubleshoot every piece of software you use. That’s where customer support comes in. Most reputable solutions provide tech support when needed, but will that support come quickly? If you have to put in a help ticket and wait two or three business days for a response, it will have an impact on your business. Look for solutions that provide support the way you prefer it, with the turnaround time you’ll need. ### Marketing Capabilities Marketing is essential for any small business. Whether you’re setting up e-commerce on your WordPress site, selling on an existing marketplace, or choosing a new CMS for your sales team, it’s important to take a look at the marketing capabilities of any platform you use. The right platform supports selling across multiple channels, automates key marketing and sales processes, and scales as your business grows. Built-in or easily accessible marketing integrations — such as social commerce, retargeting, and email automation — play an important role in helping platforms remain competitive and effective in today’s e-commerce landscape. ### Reporting Needs Data is more important than ever. To remain competitive in 2026, you’ll need to understand the ROI on all of your marketing efforts. For that reason, it’s important to look at the reporting capabilities of every platform you use for selling products and marketing your business. Strong reporting tools also make it easier to understand customer behavior, preferences, and purchasing patterns over time. Gathering and organizing that data early allows businesses to better meet customer needs and build a foundation for long-term growth. ## Key Takeaways A successful e-commerce shop starts with choosing the right tools to market your products and boost sales. You’ll need to look at cost, usability, and app integrations to ensure every platform you add to your toolbox will grow with your business. Defining your business goals and your budget ahead of time can help you narrow your options. ## More on E-Commerce Marketing Tools E-commerce businesses have unique needs when it comes to marketing. You’ll have to make sure you reach customers where they spend the most time, whether that’s social media, email, or video. Here are a few more expert tips on maximizing your e-commerce business’s ROI. ### How Do E-Commerce Marketing Tools Improve Online Sales? The right e-commerce marketing tools excel at helping you learn more about each customer. You can see how visitors are interacting with your shop, as well as which types of posts and ads get the most conversions. Tools like recovery automation, intelligent product suggestions, and streamlined add-on offers help capture sales that might otherwise be lost. When paired with customer data from your CRM systems, these tools make it easier to deliver relevant messaging that supports long-term customer loyalty. ### Can Social Media Marketing Tools Be Integrated With E-Commerce Platforms? Most modern e-commerce platforms either include social media marketing tools or provide this functionality through plug-ins. Here are social media capabilities for the social media tools listed above: - Shopify: Includes tools that help you sell on Facebook, Instagram, TikTok, and YouTube. The App Store includes apps that will help you sell on Pinterest and SnapChat. - BigCommerce: BigCommerce now offers social selling integrations with Facebook, Instagram, and TikTok. - WooCommerce: Extensions help you sell on Pinterest, TikTok, Instagram, and Facebook. - Wix: Partnerships with platforms like Pinterest and YouTube Shopping have recently expanded Wix’s social selling capabilities. The built-in editor helps you create visually appealing graphics to promote your site on social media. Using the Social Media Marketing tab in your site’s editor, you can also create and schedule posts. - Squarespace: Create images and posts directly from the website editor, thanks to integrations with Facebook, Instagram, X, Pinterest, and LinkedIn. ## Frequently Asked Questions (FAQs) ### What are the 4 Ps of marketing in e-commerce? The four Ps of marketing in e-commerce are: - Product: Understanding the products you sell and their unique value proposition is essential to marketing your e-commerce business. - Price: Properly pricing products is a tricky endeavor when you’re running an online store. You want to be competitive while also ensuring you charge enough to be profitable. - Place: Where do you sell your products? Some e-commerce shops only sell online, while others maintain both physical and virtual storefronts. - Promotion: How and when you promote your products plays a direct role in your success. When choosing an e-commerce platform, you’ll need to consider not only how it supports your current needs, but how well it can scale as your business grows. As product catalogs expand, order volume increases, and marketing efforts advance, the right platform should be able to handle that growth while continuing to support your sales and operational efforts. ### How do you grow e-commerce sales? Growing e-commerce sales is a matter of getting the word out about your offerings while also paying close attention to your store activity. Over time, you’ll learn which marketing efforts work and which don’t. A combination of search engine optimization, email marketing, social media outreach, and carefully tracking results can help grow an e-commerce shop. Sustainable growth goes beyond choosing the right platform. Using a mix of marketing tools together helps create a cohesive, multichannel experience that supports consistent sales and long-term brand growth. --- ### Marketing Automation: What It Is, How It Works, Best Practices URL: https://www.taboola.com/marketing-hub/marketing-automation/ Last Modified: 2026-02-16 12:09:10 ## What Is Marketing Automation? Getting the word out about your business’ offerings takes time, so typically, you’ll need to come up with a strategy to implement, track, and iterate as needed. Marketing automation is the use of software and technology to streamline, automate, and measure marketing tasks and workflows, helping businesses nurture leads, personalize customer interactions, and improve efficiency in their marketing efforts. With marketing automation, you rely on software for deploying posts, gathering and expanding leads, and measuring your efforts to determine where you’re getting the best return on investment (ROI). But it’s important to have the right tools and to put those tools to use effectively. ## How Does Marketing Automation Work? Marketing automation works by putting software to use in helping marketers carry out their campaigns. These solutions have built-in rules, triggers, and workflows to engage your audience at each step of the customer journey. An ecommerce site, for instance, might use software to detect when a customer has abandoned items in a shopping cart and nudge that customer via email to follow through on the purchase. Tools using advanced artificial intelligence (AI) can optimize ad placements to not only detect opportunities but also place ads where they’re most likely to be effective. “Marketing automation is a game-changer for small businesses because it gives you the ability to do more with less,” explains Aaron White, CEO at Outbound. “This means being able to engage with customers consistently without having to manually manage every single touchpoint. Whether it’s automating follow-ups, segmenting audiences, or optimizing ad spend, the right automation strategy can turn marketing from a constant struggle into a streamlined system.” ## Benefits of Marketing Automation Automating your marketing efforts can save time and resources while also boosting your effectiveness. Here are some of the top benefits you’ll get by implementing marketing automation. ### Increased Efficiency How much of your day do you waste on repetitive tasks? As Steve Roop, director of CRM and UX at Littlefield Agency, points out, marketing automation can boost efficiency in everything from data collection and analysis to lead nurturing. Taking the manual entry element out of the picture lets you shift your attention to higher-level tasks. “By automating routine tasks like sending follow-up emails or reports, it can be a game-changer,” Roop says. “Using it in conjunction with a customer relationship management (CRM) platform like Salesforce or HubSpot, it’s like having a whole team of marketers working in the background on your behalf.” ### Enhanced Lead Nurturing Marketing automation doesn’t just improve efficiency, it can also boost conversions. Software can collect data on your website visitors and use that information to improve interactions. Best of all, it does this without adding more work to your plate. “By setting up automatic triggers based on customer actions — like signing up or clicking on links — you can send timely, relevant information that nurtures the relationship and helps turn them into loyal customers,” says Matt Gehring, chief marketing officer at Dutch. ### Improved Customer Segmentation Spray-and-pray marketing — a strategy where marketers blast the same message out to a wide audience, assuming a percentage will convert — is not as effective as it once was. Consumers are constantly bombarded with marketing messages, leading to audience fatigue, so it’s important to stand out. As a result, more marketers are now using advanced tools with built-in AI, which excel at gathering data and putting it to use in targeting the right customers. Segmentation, meanwhile, lets you personalize your marketing efforts for better results. You can send sales emails only to customers who’ve bought similar products before, for instance, or suggest products based on previous purchases a customer has made from your online store. “Today’s customer is pretty savvy,” Roop says. “They know when they’re being marketed to, but through audience segmentation, you can more tightly control and pinpoint relevant messaging to those customers in ways that matter more to them. It gives marketers a stronger tool to use when trying to connect with their customers 1:1 or in a more meaningful way. Those connections are vital to staying top of mind when your customer is ready to buy.” ### Better Data and Analytics Monitoring is essential when you’re launching any marketing campaign. If you don’t measure results, how can you know if all the hard work is paying off? As Andrew Vogel, of Digitalized Elevation, points out, all the information your tools help you collect is useless unless you put it into action. “The first thing I would say is to track everything that actually matters meticulously,” Vogel advises. “Once you know what few numbers actually matter, you need to make sure you’re tracking them with 100% accuracy, 100% of the time. Sometimes it may seem like the numbers go against what you thought to be true and you'll second guess the data, but don't do that. Second guess yourself instead. Unless you set up your tracking wrong, the numbers never lie.” ### Scalability Ideally, your small business will continue to grow with each passing year. That means the platforms you put in place today might not work when your sales have skyrocketed. For that reason, scalability is an important feature in any marketing automation platform you choose. Otherwise, you’ll have to shift to a new solution every few years. AI-backed tools, for example, have the flexibility to grow with your business as it grows. That means you can gather data and use that data whether you have 10 sales a month or 10,000. “At the end of the day, marketing automation shouldn't be about replacing your effort,” White adds. “It should be about making your marketing more efficient, targeted, and scalable.” ## How to Build Your Marketing Automation Strategy Building a solid marketing automation strategy means setting your goals and lining up tools that can help you reach them. Here are some steps to help you build a winning strategy using marketing automation. ### Define Your Goals Any marketing strategy should start by defining your goals, whether you’re automating processes or not. By clarifying your goals at the start, you can home in on the strategies and content that matters most. Here are some examples of marketing goals: - Boosting lead generation: Bringing in new customers or clients calls for specific strategies. While some marketing solutions excel at helping you find those customers, it’s also important that you have a strategy in place for nurturing incoming leads. - Improving customer engagement: It can be easy to forget about your existing client base when you’re focused on reaching new customers. Customer engagement calls for a separate set of strategies. - Boosting sales: If you simply want to boost your income by encouraging more sales, you’ll need a strategy that focuses on inciting action from both new and existing customers. ### Pick a Platform With so many marketing automation platforms to fill every business need, narrowing it down to just one can be tricky. The best platform is one that fits your business needs and budget while also using the latest technologies to gather data and refine your targeting. Courtney Malengo, founder at Spark + Buzz Communications, cautions against all-in-one solutions. “The reality is most businesses will likely require multiple platforms, but that hinges on the size and scope of the business, the budget, the funnel, and the marketing priorities,” she says. “Many platforms have wonderful bells and whistles, but if you won’t end up using those features, it’s a waste of money. Marketers should consider their greatest pain points and how a platform may alleviate those challenges.” ### Segment Your Audience Do you know your audience? If so, you likely realize it isn’t made up of people with identical buying behaviors and interests. Marketing automation makes it easy to divide your audience based on demographics, past behavior, and where they are in the buying journey. This lets you deliver different messaging in the format most likely to encourage action. “Segmentation is a critical piece where personalization at scale can shine,” White explains. “Instead of blasting the same message to everyone, new automation tools allow businesses to personalize outreach based on behavior, demographics, or purchase history. This could mean higher engagement and better ROI.” ### Develop Automated Workflows Workflows help move your customers through the sales funnel. You can set up systems that carry a new customer from a click to a purchase and beyond. For instance, a website visitor might opt in to receive emails, at which point you can send targeted offers that engage them. From there, your software can track interactions and send follow-ups that re-engage them, turning them into loyal customers. “If your sales are not where you would like them to be, take a look at your sales funnel and identify where customers might be dropping off,” Gehring recommends. “The key is to use analytics to extract valuable insights and take action based on what the data is telling you.” ### Monitor and Optimize One of the best things about marketing automation is that most platforms come with built-in analytics. This allows you to regularly monitor your efforts and see what’s working and what isn’t. You can then put that information to use in optimizing future campaigns. “Marketing automation isn't about replacing marketers, your marketing team, or your marketing budget — it’s about improving the effectiveness of your marketing efforts and getting more of a return from your investment into marketing,” Vogel explains. “The highest leverage thing you can do as a marketer is analyze data and strategize how to improve results, and you can't do that when you're executing repetitive tasks all day.” As AI has become more prevalent, marketers now have an additional tool. Machine learning can help with predicting customer behavior, refining your segmentation and automating content personalization at scale. ## Best Practices for Marketing Automation Successful marketing campaigns don’t just happen. Effective campaigns require strategy, attention to detail, and testing. Here are some best practices to put into place for positive results. ### Personalize Your Campaigns Marketing automation provides deep insights into your audience, but it’s also created a competitive landscape. Your competition could be using those insights to personalize each campaign. To win new customers and engage your brand loyalists in 2025, campaign personalization is a must. “Audience segmentation can happen in a variety of ways, but leveraging an automation platform can help personalize the journey for your customers/clients,” Malengo explains. “Once you’ve identified target audiences, you can gear specific campaigns, ads, prompts, and correspondence tailored to each audience. Couple that with behavioral insights, and campaigns can be tailored to each individual person within those segments.” ### Maintain the Human Touch You may be using technology to reach your audience, but the recipients of your messaging are human. What will set you apart as a business is the human touch you bring to each of your interactions. “Automation should enhance, not replace, human connection,” urges Sophie Musumeci, CEO and founder of Real Entrepreneur Women. “The best marketing strategies blend automation with personal touchpoints, ensuring clients feel seen and valued, while streamlining the sales process.” ### Test and Iterate Software can help ease your workload, but it also frees you up to analyze and learn. Using the tools you’ve put in place, review the numbers and see exactly what’s working and what isn’t. Create separate campaigns, A/B testing subject lines, content, and workflows, and pay close attention to the results. “Split test everything all the time,” Vogel says. “The saying, ‘If it ain't broke, don't fix it,’ is for lazy people — nothing is ever as good as it could be, and you know that. The second you stop split testing is the second your numbers start to fall.” ## The Impact of Marketing Automation on the Customer Journey: Metrics Tracking is easier than ever and analytics tend to be built into every platform. However, figuring out which metrics to focus on can be challenging. Here are some factors to highlight as you’re venturing into marketing automation. ### Lead Conversion Rates You’re getting opens and clicks, but is that activity converting? Whether your goal is to boost sales or grow your social media following, it’s important to track how your efforts are landing. Make sure you choose solutions that will let you easily measure sales or lead growth against specific efforts. You can now turbo charge lead conversion using AI tools that analyze trends and suggest optimizations in real time, helping you turn leads into sales. ### Customer Engagement Conversions are important, but second to that is engagement. AI-enhanced analytics have the power to use past information to predict which content will perform best with your audience. To track engagement, you’ll look at: - Open rates. - Click-through rates. - Average session duration. - Social media shares, likes, and comments. - Average review rating. - Referral rates. - Churn rate. - Customer lifetime value. ### Sales Revenue ROI is an important part of any marketing campaign. What did you spend? Did you earn it back? Consistently monitoring your revenue can help you measure your return to ensure you’re making the most of every dollar you spend. AI-powered tools can take it a step further, pinpointing trends in your sales data to help you better identify which areas of spend are getting the best return. ### Retention and Churn Rates Before you lean heavily into marketing automation, note your customer retention rates. How many customers return after an initial purchase? Then you can implement your more personalized campaigns and continue to measure, comparing the results to see if more customers are sticking around. ## Key Takeaways Marketing automation increases efficiency by replacing repetitive tasks, freeing up resources to focus on other areas. Technology can also turbo-charge your marketing efforts, letting you segment your audience and deliver more targeted campaigns. A key part of using marketing solutions, though, is measuring your results. By tracking lead conversion and customer engagement, you can determine which marketing efforts are most effective. ## Frequently Asked Questions (FAQs) ### What are some examples of marketing automation platforms? Marketing automation comes in a variety of forms, including social media automation, CRM, email marketing, and lead management. For social media automation, tools like Buffer and Hootsuite remain relevant, while CRMs like Salesforce and Hubspot dominate their market. Constant Contact and Mailchimp are popular email automation platforms, and the Apptivo and Zoho CRMs top the list of lead management solutions. Platforms like realize:, meanwhile, are ideal for helping to automate various facets of performance marketing. ### What is CRM in marketing automation? Customer relationship management systems store customer contact information, tracking interactions to give you insights into how consumers are interacting with your business. When used correctly, a CRM helps personalize your customer interactions while providing insights that improve future marketing efforts. “A good CRM should feel like a business growth partner,” Musumeci advises. “It should track leads, automate follow-ups and offer insights into your client journey. For small businesses, ease of use and integration with marketing tools are non-negotiables.” ### Is Marketing Automation AI? Artificial intelligence (AI) may be built into marketing automation solutions, but not all marketing automation is AI. That said, AI has expanded the capabilities of automation, allowing marketers to predict customer behavior, optimize content, and improve targeting. “Many platforms have already integrated, or will integrate, AI in some way,” Malengo says. “Over the past year, marketers played with how AI can complement existing efforts — everything from writing and research to graphic design and strategizing. Now, there is a shift to see how AI can manage projects for marketers, acting like an outsourced marketing specialist. Marketers are looking beyond what they can prompt AI to create and are now exploring what AI can execute on their behalf.” --- ### How to Leverage AI for Marketing Automation URL: https://www.taboola.com/marketing-hub/ai-in-marketing-automation/ Last Modified: 2026-03-02 09:24:31 If you’re less than thrilled about using artificial intelligence (AI) for marketing, you’re hardly alone. Despite all the hype that AI was coming for everyone’s jobs, people were surprised to find that almost the opposite was the case — marketers and other professionals were disappointed by the limits of what AI could do. In fact, according to a 2024 Salesforce report, only 34% of marketing execs are satisfied with AI’s value-add. But, maybe they were just doing it wrong. Many marketers still aren’t harnessing the full power of AI, and you can use this to your advantage by staying one step ahead of the competition in terms of using AI for marketing automation. Here’s why and how. ## Why Marketers Should Use AI in Marketing Automation ### AI Automation Tools Save Time and Money Using AI tools in marketing automation will save you time, money, and labor. Let’s say you’re running a small- to medium-size media or e-commerce site and you want to provide three suggestions at the bottom of every article for those who want to “read more.” Until very recently, all but the very monied sites had to manually decide which articles to provide. AI automates repetitive tasks such as suggesting further reading, email campaigns, social media posting, and ad optimization, freeing up marketers to focus on strategy. ### AI Automation Addresses Audience Saturation and Ad Fatigue Advertisers spend around $25B a year attempting to achieve performance outcomes on DSPs (demand-side platforms) and niche AdTech solutions, according to estimates by Taboola, yet in many cases these channels lack the performance expertise, scale or data to get the results advertisers need. Since DSPs tend to focus on video and CTV, they can be great for branding goals, but not performance, while AdTech companies tend to lack enough scale for success. Taboola also estimates there is nearly $30B of social media spend suffering from equally diminishing returns due to a combination of audience saturation, rising costs, and ad fatigue. The latest AI marketing tools can help combat that, such as: #### Personalized Ad Creative AI analyzes a combination of user behavior, preferences, and demographics to generate customized ad variations tailored to different audience segments. This ensures that users see the most relevant version of an ad based on their engagement history. For example, if someone has been browsing t-shirts on your site that feature Iron Maiden and Slayer, the tool’s algorithm would recommend shirts featuring Metallica, rather than Ariana Grande. #### Adaptive Ad Delivery AI-powered tools adjust ad frequency to prevent overexposure, ensuring that users don’t get bombarded with the same message repeatedly. Additionally, you can pre-empt a common e-commerce customer complaint, along the lines of, “Why am I getting ads for the exact same swimsuit I just bought?” #### Automated Bidding Strategies Performance marketing requires constant monitoring of auction bids, a task that has become too complex for manual management alone. Modern AI marketing tools solve this by offering two primary approaches to bidding automation: - Fully automated strategies, such as Maximize Conversions or Maximize Value, use real-time signals to adjust bids for every single auction. These strategies are designed to drive the highest possible volume of conversions or return on ad spend (ROAS) within your set budget, simplifying bid management through fully automated optimization at scale. These strategies are best for advertisers who want to focus on high-level strategy while letting Performance AI handle the granular bid adjustments needed to find the most likely-to-convert opportunities. - For marketers who require a balance of AI efficiency and manual control, semi-automated strategies like Enhanced CPC are ideal. This approach automatically adjusts baseline bids to win impressions likely to drive performance, but it respects a maximum CPC cap set by the advertiser. These strategies are ideal for campaigns where cost-per-click limits are strict, but the advertiser still wants the benefits of smart bidding to win impressions at the most desired price. #### Multi-Channel Distribution AI optimizes cross-platform campaigns, ensuring ads are rotated across social media, search engines, display networks, and video platforms. This prevents fatigue by presenting ads in different formats and contexts. ### AI Automation Tools Get You More Customers AI can test and optimize content variations to maximize engagement. For instance, the most advanced AI marketing tools can generate and test different email subject lines, leading to higher open rates. Similarly, AI can optimize website content in real-time based on user behavior, improving conversion rates. This is especially useful for efficient budgeting and scaling performance marketing efforts. ## Three Ways Marketers Should Use AI in Marketing Automation You’ve been on the user end of AI-driven marketing automation for years, although you might not have realized the extent of it. Maybe you noticed that when you and a friend both searched for the exact same flights on a search engine, your lists and prices were not identical to one another. Was this a software glitch? Absolutely not: The search engine’s AI algorithm responds to your behavior, ranging from the geographical location of your IP address to the number of times you’ve performed the same search, and prices them accordingly. Thanks to the spread of generative AI, you now have access to similar tools as the search engines, travel sites, and airlines. Here are some areas where you should be using AI in marketing automation. ### 1. Personalized Email Campaigns AI analyzes customer behavior, preferences, and past interactions to create hyper-personalized email content, subject lines, and send times. This dramatically cuts down on testing times and allows you to reach targeted, engaged audiences quicker than ever. The latest AI marketing tools can help you create variations, automate testing, and integrate with your email platform to identify the best-performing versions. This is a game-changer for predictive audiences and efficient budgeting. ### 2. Dynamic Content Creation You can use AI to automatically create multiple versions of ad copy for A/B testing, or generate localized content for different regions. As a first step, tools like ChatGPT or DeepSeek can be useful. For example, I entered the prompt: “Come up with three versions of the following email text aimed at customers for our newest snowblower, the Iceblast 3000 — one aimed at people who already purchased a snowblower, one aimed at people who have a snowblower in their cart but have not completed the purchase, and one aimed at people who have only browsed without putting anything in the cart.” This is what it came up with (I’m including only the subject lines and the first sentences of the proposed emails). ### 3. Enhanced Personalization AI enables marketers to automate highly personalized experiences for customers by analyzing vast amounts of data in real-time. Netflix and Amazon have been doing this for years with suggestions like, “You might also like” or “People who bought also bought this.” With the advent of generative AI tools, even SMBs now have access to this sophisticated personalization technology. These tools can help you leverage predictive audiences to deliver tailored recommendations and improve customer engagement. ## How to Implement AI Marketing Automation Artificial Intelligence (AI) is transforming the way marketers approach automation, enabling smarter decision-making, personalized customer experiences, and improved efficiency. Whether you're a small business or a large enterprise, implementing AI marketing automation can help you stay competitive. Here’s how to get started. ### Step 1: Define Your Goals Before diving into AI marketing automation, identify your objectives. Are you looking to improve email open rates, increase social media engagement, or optimize ad spend? Clear goals will help you choose the right tools and strategies. ### Step 2: Choose the Right AI Tools Select AI-powered tools that align with your goals. For example: - Use HubSpot or Mailchimp for email marketing automation. - Leverage Hootsuite or Buffer for social media scheduling and analytics. - Explore Realize or Google Ads for ad optimization. ### Step 3: Integrate AI Into Your Workflow Once you’ve chosen your tools, integrate them into your existing marketing stack. Most AI tools offer seamless integrations with popular platforms like CRM systems, email marketing software, and analytics tools. As Satya Nadella, CEO of Microsoft, has said, “AI is the runtime that is going to shape all of what we do going forward.” ### Step 4: Test and Optimize Use A/B testing to experiment with different strategies. For example: - Test email subject lines, CTAs, and send times. - Experiment with ad creatives and targeting. ### Step 5: Analyze and Refine AI tools provide actionable insights through analytics. Use these insights to refine your campaigns and improve ROI. For example: - Analyze email campaign performance with HubSpot or Realize. - Track social media engagement with Sprout Social or Hootsuite. ## Top AI Marketing Automation Tools Those are some viable suggestions, but now what? How do you parse out which customers get which emails, and how do you exclude customers who live in places that never get snow? That’s where you should be maximizing your company’s full marketing potential by introducing tools specific to AI marketing automation. Some examples: ### Hootsuite Hootsuite is a popular social media management tool that uses AI to schedule posts, analyze performance, and provide insights to improve social media campaigns. Its AI capabilities help in identifying optimal posting times and audience engagement trends. ### HubSpot Marketing Hub HubSpot’s AI-powered marketing automation tools help businesses manage email marketing, lead nurturing, and customer segmentation. Its AI features include predictive lead scoring, content strategy recommendations, and chatbot automation. ### Marketo (by Adobe) Marketo uses AI to streamline email marketing, account-based marketing, and campaign management. ### realize: realize: is a generative AI-driven platform based on over 17 years of first-party data. It helps marketers optimize content distribution and engagement, offering features like predictive analytics, automated A/B testing, and dynamic content optimization, making it a powerful performance marketing tool. ## Key Takeaways AI automates repetitive tasks like email campaigns, social media posting, and content recommendations, freeing marketers to focus on strategy and creativity. By analyzing customer behavior and preferences, AI also enables hyper-personalized marketing, improving engagement and conversion rates. Using AI tools to generate, test, and optimize content variations (e.g., email subject lines, ad copy) in real-time, you can ensure higher performance and ROI. ## Frequently Asked Questions (FAQs) ### Will marketing be automated by AI? Yes, AI is increasingly automating repetitive marketing tasks like email campaigns, ad optimization, and content recommendations. However, human creativity and strategy remain essential for high-level decision-making. ### How will AI be used in marketing? AI is used for personalized email campaigns, dynamic content creation, real-time content optimization, predictive analytics, and automating customer segmentation and targeting. ### How is AI used in automation? AI powers automation by analyzing data, predicting customer behavior, and executing tasks like A/B testing, email scheduling, and ad targeting without manual intervention. --- ### When Facebook Ads Won't Help Performance Advertisers URL: https://www.taboola.com/marketing-hub/are-facebook-ads-worth-it/ Last Modified: 2025-06-05 08:47:13 For many marketers, Facebook may appear to be where your target market is hanging out, both in their professional and personal lives. With 3.35 billion daily users across the Meta platform, it certainly seems like it would make sense to turn to Facebook advertising as the next step in your marketing strategy. For some, it does pay off, specifically, if the ads are executed effectively — through engaging copy, specific audience targeting, and a clear CTA — in which case they can be lucrative. That said, marketers should beware the often inevitable plateau in return on investment (ROI) — and eventual diminishing returns — on this strategy. If you do give it a go, be prepared to bolster your marketing efforts with alternative strategies when you’ve exhausted Facebook ads. Even better, proactively prepare to do so from the beginning. ## 4 Reasons Why You Would Drive Performance With FB Ads With a variety of advertising options available, it can be hard to know what to look for when deciding if Facebook ads are a good fit for your business. Here are some key things to consider when planning your advertising. ### 1. Customer Engagement If you have a well-established relationship with your customer base, Facebook ads can be a beneficial way to maintain brand awareness and audience engagement. This works well if you have high brand recognition, or timely campaigns that are likely (based on previous data analysis) to capture and engage with your audience now. For example, some businesses are using their Facebook pages in similar ways to their website, while B2B advertisers can reach potential customers where they are — hanging out on Facebook, watching their business’ growth. ### 2. Utilizing Targeted Sales Promotions Facebook continues to be a great way to utilize targeted sales promotions or limited time offers, according to Rima Mattok, Demand Generation Director at Taboola. “Facebook still has extensive targeting solutions, so you can use Facebook ads to create an engaged audience and get people interested,” she adds. ### 3. Driving Traffic Through Google Facebook ads can be beneficial if your goal is to drive traffic to your website via Google, as they can help increase your brand visibility or even influence search queries. For some businesses, using Facebook ads to encourage the audience to search for product or service reviews on Google can provide a stepping stone to establishing a relationship with potential customers, and indirectly boost organic or paid search traffic. ### 4. Knowing Your Audience — And Reaching Them Facebook can be helpful if you already have a warm audience and are looking to continue that connection with them, advises Mattok. Remarketing to this audience via Facebook ads can be useful, especially if they’ve previously interacted with your brand. Remember, a wide variety of users continue to head to Facebook almost as they would Google, looking for things like restaurant recommendations, the best florists etc. Millions of opinions live there, even if some younger generations don’t see it as their first stop. ## When Facebook Ads Won’t Help You It might be easy to assume that if you’ve successfully used Facebook ads in the past, you can continue to use them with the same level of success. Mattok warns that this might not always be the case, though, so it’s important to recognize the signs that it might be time to try something new. “When you know, you know,” she says. She recommends you watch for these key factors: ### Inappropriate Budgets You might be tempted to assume that the ability to advertise for $5 a day with Facebook ads means you’re getting a lot of bang for your buck, but Mattok warns against that. “If you're a new business with a limited budget and you need to grow fast, Facebook should not be your first go-to,” she says. “Also, because of privacy changes, it's harder to target the right people. This means businesses need to have some budget span for the algorithm to stabilize and get you the right audience — if you need quick sales, other platforms might be better.” Recent updates, including the iOS 14.5, have also impacted marketers’ ability to see the long-term impact of their ads on conversion. Prior to the iOS 14.5 update, user behavior could be tracked for up to 28 days — since the update, that has been shortened to seven days, which means marketers are often left with a more difficult task of determining if sales can truly be attributed to specific targeted ads. ### Ad Frequency and Audience Fatigue If the same people are seeing your ads all the time, you might want to consider changing your advertising plan, advises Mattok. The reasons should be obvious — even anecdotally, no one appreciates being fed the same ad over and over, and in some cases it may actively give a potential customer a negative impression of your brand. To combat this, look for tools that help you to target high-intent audiences with impactful and diverse creative, using high visibility placements on other sites and optimizing ad frequency. ### Rising CPA, Decreased ROAS While Facebook might offer targeting opportunities, if you see a rise in the cost per acquisition (CPA) and a decrease in your return on ad spend (ROAS), it’s a clear sign that Facebook ads aren’t an efficient use of your advertising dollars. The rise in the CPA could indicate that you’re just reaching the same people repeatedly, whereas the decrease in ROAS suggests additional competition or poor targeting of your specific audience. ### Scalability and Creative Fatigue If you find yourself facing diminishing returns, it might be time to reevaluate your Facebook ad spending. Top reasons for this might include ad saturation, increased competition, or poor engagement due to fatigue — both from the audience, who is sick of seeing the same ads, and of the marketers themselves, who are exhausted from having to churn out so much new creative. The lack of growth may also be due to inefficient targeting, failing to capture the desired audience. ### Your Target Audience Being Too Young You won’t catch most Gen Zers on Facebook. In fact, only 13% visit weekly, versus 34% of them using Snapchat weekly and 33% watching TikTok. Determine if your target audience has a significant number of potential customers who were born in 1997 or after. If so, Facebook might not be the best use of your budget. However, if your target demographic includes millennials and generations older than that, close to a third of baby boomers and millennials use Facebook weekly, and around a quarter of Gen Xers. ## Key Takeaways As you evaluate the use of Facebook ads and their efficiency in your business, Mattok reminds businesses that digital marketing is constantly changing, and as marketers, it’s important to think bigger than traditional marketing strategies. “Meta's AI solutions, while promising, are still developing, and their effectiveness is inconsistent,” she says. “The trend towards in-platform e-commerce is significant, but it amplifies competition with established players. Marketers must embrace a holistic, performance-driven approach that goes beyond traditional search and social strategies. This means exploring new channels, constant testing, and evaluating. The need for a diversified media mix is crucial for sustainable growth.” ## Frequently Asked Questions (FAQs) ### Is $5 a day enough for Facebook ads? Some marketers point to Facebook’s very low start-up costs, such as $5 per day. But Mattok says that, unfortunately, $5 a day probably isn’t going to get you much return if you’re a new business. “In 2025, Facebook’s low costs are no more than an urban legend,” she says. “Back in 2020, you could benefit from low costs and reach a huge audience. Nowadays, with the privacy change and the rising CPMs, Facebook has become expensive for everyone — especially for the smaller businesses. For mature businesses, Facebook is still a good channel for building an audience, but if you’re a small business looking for fast growth and results, $5 a day on Facebook will get you nowhere.” ### Is $100 enough for Facebook ads? $100 might be enough for Facebook ads, but your current relationship with the audience and the saturation of the market will determine the overall success. If you are a small business, giving a targeted campaign a test run, or having another specific and niche situation, it might be worthwhile within this budget. ### What are the alternatives to Facebook ads? If a Facebook ad ROI plateau is leaving you discouraged, it could be time to look to alternatives. Luckily, there are plenty. Mattok says there are a number of alternatives to Facebook ads that might be more beneficial for businesses, depending on the maturity of the business and budget. She says these can include: - TikTok: “Good for businesses looking for a younger audience, or businesses highly relying on influencer activity, which TikTok blends more naturally with, and even for top-of-funnel stage for the more mature businesses.” - Amazon ads and Shopify: For both small and large-scale sales-oriented businesses. - LinkedIn: For thought leadership and B2B advertising. - Realize: “Gets you results from places that aren’t search or social. This will complete the trifecta of your media mix.” --- ### Marketing Budgets: A Guide to Spend on Advertising Efficiently URL: https://www.taboola.com/marketing-hub/marketing-budget/ Last Modified: 2026-03-19 13:17:40 Running a small business means you likely oversee every aspect of the company, even with a team under you. Managing your marketing budget with precision is essential when you’re working with limited resources — every dollar counts! ## What Is a Marketing Budget? A marketing budget is a detailed plan that shows how money is being allocated to all your different marketing activities within a certain timeframe (e.g., annually or quarterly). It includes any and all expenses involved with promoting products or services, building brand awareness, generating leads or sales, etc. ## Key Components of a Marketing Budget These are the key areas where marketing budgets tend to be allocated: - Advertising costs. - Content. - PR. - Social media. - Email marketing. - SEO and SEM. - Events and sponsorships. - Marketing tech stack. - Research. - Business-related expenses, such as staff costs. ## How Much Do B2Bs Allocate to Marketing Budgets? (Industry Benchmarks) Companies typically determine their marketing budgets as a percentage of their revenue, growing or shrinking this figure as appropriate, based on the specific marketing goals they have in mind. The exact percentage varies depending on factors such as industry, company size, and growth stage, but B2Bs generally spend an average of 8% of their revenue on marketing. ## Why You Need a Marketing Budget as an SMB The ability to plan more effectively and allocate resources efficiently is always necessary when running a small to medium-sized business (SMB), but in times of economic uncertainty, this need is only increased. Reports from Deloitte suggest that in late 2024, marketing budgets as a total percentage of company operating budgets continued to fall. Marketers at companies of all sizes continue to face pressure to justify the budgets they’re asking for, so creating a marketing budget is the best way to both track current spending and effectively plan ahead. It also helps teams determine the return on investment (ROI) of marketing efforts and assess which areas could be improved. Budgets also help create accountability and provide structure for the team. With clear data to analyze performance, businesses are more likely to reach their goals and ensure you’re getting the most out of every dollar spent. Spending your marketing budget wisely isn’t only about saving money, though: It’s about working as efficiently as possible to generate the results you’re looking for by investing in the right strategies for your business. ## Factors to Consider for Your SMB’s Digital Marketing Budget ### Goals and Objectives Being clear and upfront about what you want to achieve this year is the first step to creating an efficient marketing budget. These goals will provide you with a roadmap and clear direction, so they should be as specific and measurable as possible. This will then help you determine which parts of the marketing strategy may need more financial support in order to help you achieve those goals. For example, a business looking to expand online advertising this year to reach new audiences will likely want to put a larger percentage of the budget to these channels. Compare costs from previous outreach methods, like direct mailers, versus projected ROI of digital advertising and the expanded reach this could bring. ### Target Audience Understanding exactly who you want to market to is critical in ensuring that you’re not wasting your dollars on advertising to an irrelevant audience who will, ultimately, not become paying customers of your business. Do your research upfront on who your key audiences are, along with the types of people that your closest competitors are targeting. It’s also important to remember that while you may have a specific target audience, not every member of that audience will act the same. In most cases, you’ll likely have more than one target audience, which will mean using different marketing channels and tactics to appeal to them. ### Results Tracking and Attribution Tying your marketing efforts to tangible revenue for the business is vital for ensuring that you have marketing budget support moving forward. Being able to identify where customers have come from, both as a first touchpoint and as part of a wider marketing and sales journey, can be a challenge, but isn’t impossible. Consider where customers are at each point in your sales funnel and tailor both your strategy and budget accordingly. Remember that not every marketing channel will generate immediate ROI, but these channels should still be attributed where possible to demonstrate their impact. For instance, a digital display ad on social media may not lead to a sale straight away. But this could help build brand awareness that several days or weeks later leads a new customer to visit your website directly and make a purchase. It would be easy to attribute that sale to a direct website visit only, without considering the digital ad at all (which would then appear to be a negative ROI for the ad spend). But when all stages of the process are taken into account, a more accurate representation for ROI is achievable. ## How to Spend Efficiently on Performance Marketing to Meet Your Budget ### Scaling Beyond Search and Social While search and social media have continued to provide small to medium businesses with a launchpad to growth, these channels are no longer performing in the same way they once were. As the digital landscape continues to change, businesses must shift their mindset toward paid campaigns that can be run at scale, without overspending. Diminishing returns continue to be a challenge in paid advertising, particularly on social media, where audiences are quickly becoming fatigued with seeing the same ads and brands repeatedly. Not only does this lower the effectiveness of the ads in generating revenue over time, it can also damage brand reputation over time. Instead, advertising tools that focus on scalable solutions, like repurposing creative assets you already own and targeting the audiences you’re most interested in, are the best way forward. AI tools that focus on user intent rather than simply user identity (i.e., predicting what users want based on their actions on the site, rather than information like their age, location, etc.) will help you find the most likely audience to commit to a purchase. This will significantly reduce wasted marketing spend by focusing your budget on areas with the highest chance of success. ### Prioritizing High-Performance Channels Focusing your attention on the channels that provide the best results seems like an obvious solution to managing your marketing budget, but many businesses still operate on a “this is what we’ve always done” mentality. Think bigger picture in terms of your marketing goals and objectives, before narrowing in on the channels that make the most sense for your business. Over time, you’ll likely find a mix that works for you, as you gather data and can assess what’s working well. ### Using Automation to Your Advantage With many tools now integrating artificial intelligence (AI) into their advertising software, you’re able to more effectively set up and run campaigns for less time and money. While there is some initial investment in using these tools, the money they can save will pay off in no time as revenue from digital advertising increases. Many of these tools offer options that help you with campaign setup, guiding you toward optimal audience targeting and helping you run A/B tests on creative. From there, you can set automated budget allocations and bidding strategies to optimize your budget more efficiently. ### Optimizing Budget Allocation at Scale For performance advertisers, the transition from a local or niche campaign to a large-scale operation presents a unique challenge: maintaining efficiency while increasing volume. Scaling requires a shift from manual budget management to an automated allocation strategy that can handle hundreds of variables in real time. To achieve this, advertisers should utilize platforms that offer automated budget optimization and performance simulation. These technologies allow you to de-risk budget changes by testing different spend scenarios to identify the optimal balance between total spend and cost-per-acquisition (CPA). By leveraging historical data, these tools can automatically direct spend toward high-performing opportunities while implementing safeguards to minimize wastage on underperforming placements. This ensures that as your budget grows, every dollar is allocated with precision, maximizing conversions without the need for constant manual intervention. ## How to Create Your Digital Marketing Budget ### Review Previous Spending and Budgets Gathering data as soon as possible should be a top priority for any marketer. Knowing what money was spent on which marketing channels and being able to attribute results to these means that, when it comes to making a new budget, there’s historical information to compare against. Before creating any new marketing budget, take time to review the previous quarter or year of spending and how this aligns with the allocated budget for that time period. Look at which channels have been most successful, which have generated the greatest ROI, and also those where expectations were not met. ### Break Down Spending By Channel On average, most companies will spend around 7-10% of their annual revenue on their marketing budget for the year. However, this will vary based on the size of the company and the growth goals you have in mind. For instance, more aggressive or high growth businesses can invest as much as 30% of their projected revenue on marketing — this is particularly common for startups. Once the overall marketing budget has been determined, this should be allocated to each marketing channel according to previous budgets, success metrics for each channel, and objectives or goals for the coming year. Paid advertising may take up 10-20% of the marketing budget in a stable year, while businesses actively looking to grow may increase this to 30-40%. It’s also important to remember to budget for areas outside of digital and traditional marketing. PR and events may need to be accounted for in this budget, along with the tools and software you might need to run your digital marketing more efficiently. ### Determine the Tools You Want to Use It’s easy to get carried away with spending your budget on tools that will help you run campaigns and manage your marketing overall. But, there’s a fine line between using these tools to your advantage and overspending on technology that you’re not using that often, or to the extent that it provides a significant ROI. Analytics tools, automation platforms, and even customer relationship management (CRM) software will all come out of the marketing budget, so it’s vital to use only those that are proving their value in both time and money. Always be looking for more cost-effective ways to manage this information and automate elements of your marketing. Tools like Google Analytics and Search Console are free to use, while others, like social scheduling platforms or dedicated performance marketing tools, will come with a fee, but also provide extensive technological resources that could save money long term. ### Monitor and Test Regularly Ongoing monitoring is one of the most effective ways to manage your marketing budget more efficiently, particularly once campaigns are running. No marketing channel should be considered “set and forget:” Instead, advertising campaigns and social media marketing should be tested regularly for better performance. Running A/B tests on copy, ad creative, and even target audiences can help you find new avenues for growth while saving money by lowering cost-per-acquisition, cost-per-click, and increasing return on ad spend (ROAS). ## Key Takeaways Creating and managing a marketing budget is vital for small to medium businesses when it comes to their success. By setting clear goals upfront, understanding your target audience, and focusing on high-performance, high-return channels, you can use your marketing budget more efficiently to save money while also generating increased return on investment. Not only is a marketing budget essential for keeping business spending on track, but a well-structured and clearly planned budget empowers your marketing team to make more informed decisions about their work, and make choices that contribute to the overall growth of the organization. ## Frequently Asked Questions (FAQs) ### What is the 70/20/10 rule for marketing budgets? The 70/20/10 rule has marketing teams break down their budgets as follows: - 70% allocated to proven strategies with consistent results. - 20% allocated to new tactics with growth potential. - 10% allocated to experimental marketing strategies. ### What is a good marketing budget for a small company? Every company will have a different dollar amount that they’re willing and able to allocate toward marketing. But for most businesses, a budget of around 7-10% of your annual projected revenue is a good place to start. ### What are the four elements of a marketing budget? There are four key elements to keep in mind when building a marketing budget. These are: - People: This part of the budget should be allocated for working with external marketing support such as consultants, freelancers, or agencies. - Tools: Any software that needs to be used for marketing purposes should be allocated here. - Campaigns: Most costs will likely fall into this part of the marketing budget, as this is allocated to running the actual marketing campaigns you plan to create. This includes the creation of any new content, running paid ads, or other marketing tactic expenses. - Contingencies: There should always be some money left in the budget for unexpected expenses that come up throughout the year (like money for new audience targeting, an event, or relaunching a product). ### Does a marketing budget include salary? For some companies, the marketing budget can include the salary for marketing staff, although this is not always the case. Some businesses prefer to exclude this from the marketing budget and consider the marketing team as part of the general employee budget. This then leaves the marketing budget solely for the work created and tools used, rather than the internal staff members working on those efforts. --- ### How to Create an AI Marketing Strategy in 7 Simple Steps URL: https://www.taboola.com/marketing-hub/ai-marketing-strategy/ Last Modified: 2025-03-27 10:26:55 If you’re a marketing professional, you’ve probably played with generative AI tools like ChatGPT, DeepSeek, and DALL-E, for everything from writing press releases, to translating copy, to making funny variations of “Dogs Playing Poker” for your newsletters. But if you’re just using these tools for spitting out content, you’re doing it wrong: You should have a comprehensive, big-picture AI strategy to help you unlock deeper audience insights and stand out in a crowded market. Here’s how to create an AI marketing strategy that works. ## How to Create an AI Digital Marketing Strategy in 7 Steps ### 1. Define Clear Objectives Begin by identifying what you hope to achieve — boosting conversions, improving lead quality, or personalizing user experiences. Clear, measurable goals will help guide your AI strategy and shape subsequent steps. ### 2. Audit Your Data Remember, GIGO — garbage in, garbage out. AI thrives on quality data, so audit your existing sources — website analytics, CRM systems, social media metrics, and more — to ensure it’s comprehensive, accurate, and reflective of your audience’s behaviors. ### 3. Select the Right AI Tools From predictive analytics to chatbots and recommendation engines, new AI solutions seem to pop up every day. Research and choose tools suited to your objectives, budget, and technical capabilities. I’ll make a few suggestions in the next section. ### 4. Segment Your Audience Use AI-driven insights to group customers by common traits or behaviors. This segmentation helps you craft campaigns and messages that feel tailor-made, thereby boosting engagement. ### 5. Automate Where Possible Marketing automation platforms with AI features can handle tasks like email sequencing, content distribution, and real-time bidding on ads. Automation not only saves time but also ensures consistency. ### 6. Personalize Content and Experiences Leverage AI algorithms to recommend products, articles, or services based on each user’s history. Personalization can significantly improve click-through rates and customer satisfaction. ### 7. Test, Analyze, and Optimize Finally, monitor your AI-driven campaigns closely. Track performance indicators — like open rates, conversions, and revenue — and use the data to refine your approach. AI tools can automatically identify trends and suggest optimizations, helping you continuously improve. ## AI Technologies for Marketing “Artificial intelligence” is a blanket term that includes many technologies that aren’t actually AI at all. Artificial intelligence in its purest form is, at present, strictly in the realm of science fiction: A true AI entity would have a brain indistinguishable from a human brain, and think even in the absence of someone inputting data. That does not exist yet, and is not the kind of AI I’m talking about for the purposes of this article. The truth is, as impressive as ChatGPT and DeepSeek are, they’re still just GIGO, to use an ancient programming term — garbage in, garbage out. In other words, they’re only as good as the information they’re fed. OpenAI, for example, culled text from hundreds of thousands of books to teach ChatGPT how to “speak.” It’s also worth noting that you’ve probably already been using AI in your daily life without realizing it. Search engines like Google, for example, use a form of AI to serve up queries based on the search terms you input. What makes ChatGPT and DeepSeek next-level technology is that they’re the first publicly-available generative AI tools. Generative AI is distinguished by two main attributes: Natural Language Processing (NLP) and Machine Learning (ML). Basically, this means that you can ask questions in normal language and complete sentences, and the software will understand and reply in complete sentences. In the earliest days of search engines, if you wanted to find the name of a movie you saw ages ago starring Brad Pitt, but couldn’t remember the title, you might have entered “Brad Pitt movie” and tried your luck with all the links on page one of the search results. Now, you can type a normal-sounding sentence, like, “What was that movie from 20 years ago that had Brad Pitt and he lives backwards?” That’s NLP at work. Not only that, but you can say, “Can you recommend 10 more movies with similar themes?” and most likely, you’ll get a pretty good list. The more often people use these tools, the more these tools can “learn” and fine-tune their answers. That’s ML at work. NLP and ML make generative AI potentially the most powerful tool a marketer has. The AI-based tools your marketing department uses should include the following: - Content creation tools: These tools use AI to generate content like blog posts, social media updates, and video content. They can suggest article, blog post, and video topics, while AI copywriting tools can create drafts and even optimize that content for search engines. - Customer segmentation tools: These enable marketers to divide audiences into distinct groups based on shared characteristics. AI-powered customer segmentation is more accurate and dynamic than manual segmentation, saving you effort and time while delivering a better result. - Predictive analytics tools: Tools in this category use data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes. Marketers can employ predictive analytics to forecast customer behavior, sales trends, marketing campaign outcomes, and more. - Chatbots and virtual assistants: AI chatbots engage with customers in real time, answering queries and providing support. They can even learn from those interactions to deliver increasingly personalized and efficient experiences over time. ## Examples of AI-Powered Marketing Here are some ways to get started using AI tools for marketing. Some of these might feel daunting at first, but it’s just a matter of expanding your toolkit for the content channels you’re already using. ### Email Subject Headings Coming up with a punchy email subject line is no easy feat. Sometimes it takes as much time to write the “Re:” part as it took to write the whole body of the email! The subject has to contain enough information for the reader to want to click, but it has to be short and succinct as well. Generative AI tools like ChatGPT and DeepSeek are useful here. You simply input, for example, “Suggest 5 punchy phrases to use in an email subject line, fewer than 120 characters. Here’s the body of the email for reference.” ### Eye-catching Call to Action (CTA) Text Of course you could have a button that just says “Click here,” but surely you can do better than that! Generative AI tools can help you come up with the perfect CTA. For example, I entered in the ChatGPT query: “Come up with a few suggestions of text for a CTA button, where the product being sold is pet food.” These were its suggestions: “Feed Their Best Life” “Nourish Your Pet Now” “Treat Them Today” “Give Them the Good Stuff” “Shop Healthy Pet Food” “Fuel Their Next Adventure” “Upgrade Their Bowl” “Buy Now & Wag More” If nothing else, at least it’s a starting point to get your imagination going. ### Clickworthy Headlines in Ads Hopefully you’re not still using phrases like “Doctors hate this woman. Here’s why,” or, “This one small trick.” For example, I entered a simple prompt into ChatGPT: “Generate 10 examples of headlines for an article about the importance of pet insurance.” This is what it came up with: “Pet Insurance 101: Why Protecting Your Furry Friend Is a Must” “From Unexpected Vet Bills to Peace of Mind: The Power of Pet Insurance” “Safeguarding Your Pet’s Health: What Every Owner Needs to Know About Insurance” “How Pet Insurance Saves More Than Just Money” “Putting Your Pet First: The Hidden Benefits of Insurance Coverage” “Don’t Let Vet Bills Break the Bank: Why Pet Insurance Is Worth It” “Peace of Mind for You, Quality Care for Them: The Case for Pet Insurance” “Top Reasons Pet Insurance Is Essential for Every Fur Parent” “Future-Proofing Your Pet’s Health: The Ins and Outs of Insurance” “A Lifesaver in Emergencies: How Pet Insurance Protects Your Best Friend” ### Chatbots You might be flinching right now, because no customer likes chatbots. But you know what customers do like? Speed, and being directed to the right resource for help, and chatbots are great for that. With these new generative AI tools, marketers can create chat experiences that are far more human and intuitive than ever before. Instead of having a chatbot that merely regurgitates FAQs, a generative AI bot can personalize the conversation, glean context from previous interactions, and route complex queries. The result is more satisfied customers, and fewer people dropping off from frustration with a machine. By leveraging these advanced AI-driven chatbots, marketers can significantly enhance user engagement and support experiences. ### Personalized Content Thanks to generative AI, even a small business can personalize content for its customers in a way that was previously only accessible to multibillion-dollar tech giants. For years, Netflix has suggested films and shows that “you might also like,” which is based on your tastes. Those tastes are not a wild guess — they’re determined by the specific actions you took in the past. Did you binge-watch a rom-com about a woman who moves back to her small town and finds love? More of the same will pop up. It gets even more granular than that, though. A consumer who started a rom-com but never finished the first episode will get different suggestions from a consumer who watched the first three episodes and then watched a Jason Bourne movie. You get the idea. Now, thanks to generative AI tools, you also have this capability. AI tools will allow you to do two useful things: Collect valuable behavioral data, and granular customer segmentation. #### Behavioral Data - Browsing behavior: Track which web pages or products a user has viewed on your site. For example, what are the last three actions customer X took before finally hitting “buy”? - Purchase history: Identify how often (or whether) they have bought something, what they bought, and the total spend. - Email interaction: Note whether they opened previous emails, clicked on specific links, or ignored them altogether. #### Segmentation - Based on the data you collect, you can segment your audience into distinct groups, e.g., first-time buyers, frequent purchasers, cart abandoners, or customers who have shown interest in certain product categories. - The more granular your segments, the more precisely you can personalize. For example, if a user has browsed spatulas multiple times, they can be categorized specifically into the kitchenware segment.x ## Which AI Digital Marketing Tools Should You Use? Below are a few solutions designed to help marketers automate tasks, deepen customer insights, and ultimately drive better results. ### LinkedIn Sales Navigator Designed for B2B marketers, LinkedIn Sales Navigator uses AI to help you discover and connect with business prospects. With advanced search filters and lead recommendations, it enables targeted outreach and personalized engagements. ### Hootsuite While primarily known as a social media management platform, Hootsuite’s AI-driven features can suggest the best times to post, curate content, and even provide sentiment analysis for better community management. It’s ideal for marketers looking to streamline social media workflows and measure ROI. ### ChatGPT and DeepSeek Offering advanced generative text capabilities, ChatGPT and DeepSeek can serve as versatile content and brainstorming partners for marketers. You can leverage them to quickly generate draft copy for email campaigns, ads, or blog posts. ### Adobe Sensei Embedded within the Adobe suite of marketing tools, Adobe Sensei delivers predictive analytics, automated insights, and personalization features. It can automatically tag and categorize assets, predict ad performance, and help segment audiences. ### realize: realize: uses industry-first generative AI technology that marketers can employ to launch and manage mid-to-lower funnel campaigns. Working from over 17 years of proprietary data, Realize delivers 1st-party, highly targeted and relevant ads, helping marketers budget efficiently and scale their performance marketing efforts. Its GenAI AdMaker suite simplifies the creative process, too, allowing marketers to design and adapt assets quickly, or repurpose them with the Social Importer tool. realize: also leverages predictive audiences to identify high-value customers, ensuring your campaigns reach the right people at the right time. ## What Are the Risks, Challenges, and Ethical Implications of AI in Marketing? The media is full of outraged testimonials from people complaining about how AI is signaling the end of civilization. While that’s certainly hyperbole, AI — like any new technology — does pose some risks and ethical questions. Here are a few that have already sparked controversy: ### “Hallucinations” If you spend any time on social media at all, you’ve no doubt seen posts about people who got contradictory or simply incorrect information from a search they conducted on ChatGPT or DeepSeek. These are called “hallucinations,” and they’re a frequent occurrence, so it’s imperative that you carefully review any content generated by this type of software. ### Information Not Being Up to Date Some of the general-use AI tools only have access to internet data up to a certain date, and therefore may not be current. For example, Canadian Prime Minister Justin Trudeau announced his resignation on January 6, 2025. On March 10, 2025, I entered the query, “Why did Justin Trudeau resign?” into ChatGPT and this was its reply: ### Data Privacy and Compliance If AI algorithms process personal data without proper consent, companies risk violating customer privacy regulations. This can lead to fines, reputation damage, and erode customer trust. ### Accidental Bias in Targeting AI models trained on biased or incomplete datasets may inadvertently discriminate against certain demographics in ad delivery or offers. This can not only harm your brand image but also lead to legal repercussions and ethical dilemmas. ### Deepfake and Misinformation Similar to the hallucination problem mentioned above, generative AI can produce deceptively real images or copy that spread misinformation, undermining the authenticity of your brand content. The result is a potential erosion of consumer trust and confusion in the marketplace. ## Key Takeaways AI-powered tools excel at audience segmentation, predictive analytics, and tailored content, making it easier to deliver the right message at the right time. When planning to adopt AI, though, be sure to adopt a big-picture strategy. Don’t just use AI to crank out quick content: Integrate it into every aspect of your marketing, from data analysis and segmentation to CTA language. Once you’re up and running, you need to continuously test and optimize, so monitor your AI-driven campaigns closely, track metrics like conversions, and refine your strategies using insights from the data. Remember, too, that AI is only as good as the data it’s fed. Conduct regular audits to ensure you’re working with accurate, comprehensive information and avoid “garbage in, garbage out.” Watch out, too, for data privacy issues, biases in targeting, and “hallucinations” (factually incorrect outputs), which can erode trust if left unchecked. ## Frequently Asked Questions (FAQs) ### How does AI optimize ad campaigns? AI analyzes large volumes of data — like click-through rates, demographics, and user behavior — very rapidly. It identifies patterns, predicts outcomes, and automatically adjusts bids and targeting, ensuring your message reaches the right audience at the right time. As a result, your campaigns become more cost-effective and yield higher returns. ### Are AI chatbots effective to drive conversions? While still a bit primitive, AI chatbots can deliver personalized customer interactions at all hours, address questions in real time, and guide prospects down the sales funnel without human intervention. By handling routine queries, they free up your team to focus on high-impact tasks while reducing response times — often leading to higher customer satisfaction and improved conversion rates. ### Are AI creative tools reliable for generating ads? Yes, AI tools can be great for generating ads, but again, don’t rely on them 100%. In particular, AI is at its most useful when it creates personalized ads — that is, AI can “choose” which ad to show a user, based on the user’s recent site activity. Additionally, AI is terrific for A/B testing. As shown in the example above of asking ChatGPT for different headlines for content about pet food, AI can generate different versions of an ad and test them to determine the best performer. But, be careful: Think of AI as a writer on your staff who’s very efficient, but still requires significant editing and oversight. You want to make sure that the suggestions it makes are actually on-brand. --- ### Real-Time Marketing Analytics: Why They Matter URL: https://www.taboola.com/marketing-hub/real-time-marketing-analytics/ Last Modified: 2025-07-24 10:10:59 As marketing data becomes more expansive and technology continues to fold in AI capabilities, real-time marketing analytics can offer a serious boost to businesses. With data analytics becoming more widely used, customers expect real-time, personalized outreach and quick responses across all their company interactions. There’s still a gap between dreams and reality, though: A report from SAS and Harvard Business Review Analytic Services found that more than 80% of respondents surveyed want to use analytics to generate real-time actions from customer data, but only 22% say they are actually effective in using the analytics and data they have. Here, I’ll discuss the challenges and benefits of real-time analytics, how to get started, and how you might use your data to connect with customers, anticipate their needs, and ultimately close more sales. ## What is Real-Time Analytics in Marketing? Real-time analytics is the practice of capturing, processing, and evaluating data coming in from across various channels and inputs, in order to better make decisions. When real-time analytics is applied to marketing, it’s a powerful way to respond quickly to your users and customers, personalize offers, and make tweaks to campaigns and tactics. With the proliferation of channels available to marketers today, there is a lot of potential for honing real-time analytics to meet your customers where they are. When real-time marketing analytics are working well, you might use up-to-the-minute customer activity information to change ad copy, replace an ad, move budget to a better-performing tactic, or surface tailored recommendations to online shoppers. Some of the more cutting-edge uses of real-time marketing analytics involve maximizing existing customer value as well as converting new customers: You might, for example, anticipate approaching subscription cancellation periods or track customer usage, then tailor offers accordingly to retain that user. Beyond personalization, you can use real-time data to experiment with individualized marketing, a hyper-targeted method that speaks to a customer in a way that’s meant just for them. ## Benefits of Real Time Analytics for Performance Marketers For performance marketers, real-time marketing analytics are an important part of a bigger data-driven strategy to increase results, like more traffic, clicks, or leads. Data analytics can help marketers make better optimization decisions, removing guesswork or hunches from the process. While just about every business these days wants to be operating in real time, there are a few key pillars that must be put in place first. Once they are, you can swiftly take action to move customers more quickly to conversion. ### Comprehensive Data Collection Data is at the heart of analytics, so make sure that you’re capturing clean, accurate data from all the sources available, including your website, ad information, customer interactions and behavior, voice of the customer (VoC) data, and social media channels. ### Instant Data Processing There’s a good amount of “near real-time” technology available for modern marketers. But real-time marketing analytics requires data to be processed as soon as it’s collected so that this raw information becomes actionable. With competition high, quick action can increase revenue and improve user experiences. ### Live Dashboards and Alerts Real-time marketing analytics platforms should include up-to-the-minute dashboards so you can monitor trends as they’re happening. This helps you to spot any unexpected spikes or dips and adjust as needed. ### Actionable Insights The data you collect can tell all kinds of stories if you’re able to quickly visualize and act on it. Actionable insights lead to better decision-making, particularly for performance marketers who are optimizing in real time. ## Real-Time Marketing Gaps Customer data platforms (CDPs) and other technologies have evolved quickly, but many businesses are still encountering challenges in creating a smooth real-time marketing analytics process. A few of areas of difficulty in particular plague marketers: ### Integration Issues Technology has evolved fast, leaving most companies struggling with legacy data and siloes. It could be the result of acquisitions, mergers, shifting platforms over the years, or improperly stored data, but whatever the case, it’s common to face challenges when trying to get disparate data sources to work together, thus making it harder to get the full picture of customer behavior. If you can’t correlate data points to get a comprehensive look , it’s much harder to optimize in the moment. ### Resource Shortages Smaller companies might run into a lack of resources — technical, financial, or both — when launching real-time marketing analytics programs, since they require specialized tools and expertise (either in-house or not) to perform this complex data processing. Without sufficient resources, it’ll be harder to take full advantage of the available data and use it effectively. ### Lack of Education There’s so much potential for marketers using real-time analytics, but there’s a lot to learn, too. Analyzing and interpreting large datasets is still a fairly new skillset outside of the data science field, and without some training in and understanding of data analysis, making optimizations and decisions is much harder — as is the culture and mindset change required. ### Regulatory Concerns When you’re collecting data, you have to keep abreast of regulations like General Data Protection Regulation (GDPR), CCPA (California Consumer Privacy Act), and others, depending on your industry. It’s too easy to end up in the news for a data breach or other violations relating to ad verification, risking fines and long-term impacts on trust and brand reputation. ### Misaligned Reporting Creating reports in the ways you traditionally have likely won’t work as you adopt real-time marketing analytics. Make sure you’re able to perform in-depth analysis and that your metrics and reports capture customer behavior — performance marketers in particular will want to get this right to avoid wasting resources. ## 5 Considerations When Bridging Real-Time Marketing Gaps Real-time marketing analytics is still maturing, as are the related tech platforms. Take some time when you’re getting started to make sure you’re building a strong foundation for a platform that’s useful, user-oriented, and built for the long term. Once you’ve chosen or built a tool for capturing and displaying real-time customer data, try these tips for success: ### 1. Set the Stage for Culture Change It’s easy to talk about building a data-driven marketing culture, but much harder to actually create it. Start with communications about what being data-driven means, and why real-time analytics will be crucial for the business’ success. From there, build and share a roadmap of changes, outlining which metrics will be incorporated to measure results. Create a library with your team of common customer actions and responses, and figure out what kind of training your teams might need to succeed with real-time data analytics. ### 2. Define the Data Strategy An effective data strategy will instruct your team on transforming available data into insights. This means connecting disparate systems to communicate in real time and making sure all data is high quality, whether it’s historical or new. A solid data strategy will also include the setup of triggers and rules for various actions to automate customer interactions. Your IT team or consultant can help ensure the system scales and performs consistently. ### 3. Break Down Silos Even small companies have organizational and data silos. A two-person customer team might maintain their own repository, while the campaign team has their own stash of rich, useful data. Success with real-time analytics — and exceptional customer experiences — depend on all data being available and accessible by everyone who interacts with customers. ### 4. Make Real-Time Data a Team Activity With a data strategy in place and a solid understanding of the “why” behind real-time analytics, you can point teams toward a central data repository and make sure it’s easy for everyone to access. Continue training teams on data-analysis techniques with a laser focus on what customers are doing and saying. Performance marketers can use this opportunity to zero in on user intent, understanding when to reconnect with customers or change course in a campaign. ### 5. Continue to Refine Like many things in marketing, real-time analytics will improve with testing, learning, and refining tactics over time. Make sure to create reporting frameworks that display the shared KPIs of your team so everyone can view and discuss results. The day-to-day work of real-time analytics will also help you understand the ideal timing of customer interactions. ## Benefits of Real-Time analytics in Performance Marketing As the concept of full-funnel marketing loses value, real-time analytics comes into play in performance marketing as a way to spend every marketing dollar wisely and overcome audience fatigue. Real-time data allows you to examine how customers are interacting with your brand, rather than making assumptions based on older or incomplete data. The SAS/Harvard Business Review survey referenced above found that 60% of business leaders said their companies have seen marked increases in customer retention thanks to real-time data analytics. Other benefits include: ### Improved Customer Experiences Arguably the most important benefit, better customer experiences can help increase revenue along with brand reputation and trust. Customers who get immediate responses, or are correctly targeted with offers, feel seen in a busy digital landscape. ### Increased Efficiencies When you’re saying the right thing to the right person, you’re not wasting time or resources casting a wide digital net. Your customer gets the information they need, while your time has been well-spent in developing the customer response library based on data. Real-time analytics also mean you can make a campaign adjustment immediately, rather than seeing month-old data and only then realizing the targeting or copy wasn’t hitting its mark. ### Easier Innovation With real-time analytics in play, you can try something new for a day or a week and see how it’s performing. If it’s going well, add a variable or make a tweak to test some assumptions. You won’t have to wait weeks or months to understand if it was successful — or not — and can make the appropriate changes immediately. ## How to Use Real-Time Analytics in Marketing to Convert Once you’ve got your real-time analytics platform up and running, start thinking about how you can move your customers from intent to purchase. Consider these areas to put that real-time data to work: ### 1. Website Activity Tracking Your company’s website is still a hub for user activity, despite the many other channels available. Real-time web analytics can provide fascinating insight into where users are staying on site, where they’re leaving, and which buttons they’re clicking on. With real-time analytics in play, a longer visit on a certain product page might prompt a personalized ad or live chat popup. ### 2. Optimized Campaigns Real-time data eliminates the lag between launching a new or revamped campaign and waiting for results. This can save lots of time and budget, allowing you to adjust email subject lines, ad buys, and other variables if a campaign element doesn’t seem to be working. Intent data is useful here, letting you see who’s actually looking for a product or solution like yours and tailoring content specifically to them. ### 3. Lead Scoring and Nurturing Real-time analytics help keep leads fresh and nurtured quickly, rather than letting follow-ups linger for weeks or longer. Keep an eye on the data to see where qualified leads are coming from and consider optimizing or testing on the fly to encourage more leads. Use the associated demographic information from a lead to understand if your targeting is working or not. You can also prep sales teams quickly for follow-up if you automate triggers for certain leads. ### 4. Social Media Marketing Real-time marketing analytics can make social media monitoring a lot less daunting. These channels move quickly, with trends emerging and disappearing daily or hourly. Real-time data lets you take advantage of a trend or respond immediately to a comment or question, then choose how to follow up or retarget a user. ### 5. ABM The combination of account-based marketing (ABM) and real-time analytics makes it easy to track high-value prospects and their activities. Take action immediately if you see an email open, for example, with a follow-up email or other tactic. ## Key Takeaways Implementing real-time marketing analytics as part of a broader data-driven culture doesn’t happen overnight, but companies can reap great rewards if they put in the time and effort. Real-time analytics let modern companies break through the noise and eliminate uncertainty from their marketing campaigns and tactics and, with time and attention, will lead to better customer experiences and more conversions. ## Frequently asked questions (FAQs) ### What is an example of real-time marketing analytics? As one example, real-time marketing analytics might be used to identify customers nearing the end of their subscription period. A marketing team could create a specific offer for those customers based on their recent activities, such as a coupon, free period, or special gift. Then, the customer receives that offer before they’ve considered canceling the subscription and can extend it further. ### What is real-time marketing analytics primarily used for? Real-time marketing analytics help businesses make in-the-moment, data-driven decisions to better serve customers. They can use real-time analytics tools to adjust for market trends and customer behavior, generally leading to improved user experiences and revenue. ### What are the four types of data analytics in marketing? The four types of data analytics are: - Descriptive: Focuses on past data summaries. - Diagnostic: Aims to understand the root causes of actions. - Predictive: Uses historical data to forecast future outcomes. - Prescriptive: Recommends specific activities for better future outcomes. --- ### Best Display Ads: What Worked, and Why URL: https://www.taboola.com/marketing-hub/best-display-ads/ Last Modified: 2026-05-23 18:40:57 Since the first modem crackled and screeched its way online decades ago, the digital landscape has been constantly evolving. Businesses are always seeking the next effective, creative, clever (and often sneaky) ways to reach their target audiences. Display advertising is one of the oldest forms of online ads, but there’s a reason it’s still around — it works. While some may gloss over it and dismiss it as just another “banner ad,” the data speaks for itself: In 2024 alone, spending on display ads topped well over $100 billion, and made about 14 billion impressions. No matter the year or product, display ads are a useful tool for building brand awareness, driving website traffic, and generating leads. To be clear, this is different from search engine marketing, and on the timeline of the internet, was around long before the Googles and Bings we know today. With search engine-based marketing, ads appear based on user queries: What you searched for is what you’re going to start seeing on your search page, often in text-based ads. While that technically still falls under the umbrella of display advertising, that’s not what I’ll be focusing on here. Instead, I’ll focus on display ads that are strategically placed on relevant websites and apps across your online experience, vying for your attention with images, colors, animations, and clever copy. I also asked a few experts to weigh in with their favorites too: Georgi Todorov, the creator and founder of marketing agency Create and Grow, and Mimi Nguyen, founder and head of marketing of Cafely. These are our picks for the best display advertisements of 2024 (plus a few all-time classics). ## 10 Best Display Ads ### Effective Minimalism: Apple Apple is an absolute masterclass in advertising. Their branding is recognizable from a mile away, always clean, sleek, and confident with the right headline. There’s nothing more here than there needs to be: Witty headline, simple shot of the gift cards, and a call to action (CTA) to move the viewer along. You know the brand, you know what they sell, and you know your gift recipient will be happy with one of these. Even before display ads were a thing, Apple was at the top of their game with eye-catching advertising that spanned from the memorable to the minimal. From their iconic “1984” TV spot, the “Think Different” celebrity photos, the silhouette iPod ads, to the current color palette with smart, slick headlines, Apple continues to lead the way in what makes a great ad — display or otherwise. ### Interactive engagement: Nike Super Bowl Ad You may have seen, or interacted with, this one in February 2024. In the leadup to the Super Bowl, this was on Google’s Display Network, as well as ESPN and YouTube, and let fans vote on their favorite plays from past Super Bowls. Not only was this a clever idea, but it got fans excited for the big spectacle, with memories of games past, while keeping Nike at the forefront. Much like a play on the gridiron, the strategy and execution got results: Engagement shot up, and CTR was 40% higher than standard display ads, with 3x ROAS compared to static ads. ### Brand Recognition: Airbnb Before even reading the copy here, I knew what this one was about, making it a great example of a display ad that communicates the message right off. The recognizable Airbnb logo on a dog’s nose is a fun visual, but it also delivers the deeper value point: You can find a place to stay with your best canine buddy here. Even if this doesn’t get you immediately clicking over to Airbnb to book a room right this second, you’ll remember them when the time comes. There’s also something rewarding for a viewer to “complete the circle” of the idea themselves, giving them the feeling that they’ve essentially solved a puzzle, instead of over-explaining what the joke or connection is supposed to be. ### Shoppable Ads: Gucci It’s no accident that Gucci’s campaign hit devices at the same time as Fashion Week. In March, the company introduced a shoppable advertising campaign across platforms like Instagram, Vogue, and a few high-end lifestyle websites, integrating direct purchasing capabilities within the video’s content. It worked: Rather than a traditional runway presentation, the ads enabled users to immediately purchase featured apparel and accessories. The result was a 4x increase in conversion rates compared to conventional display advertising. ### Gamification: Royal Match Sorry, but I had to include this because it’s so effective. Chances are, you’re tired of seeing that clumsy king get himself into another fine mess that you’ve gotta help him out of. But the inviting gameplay, eye-candy colors, friendly shapes, and general cartoonishness of it all makes you want to at least try. And you can! Right in the ad. Before you know it, you’ve downloaded the game, are on level 15,039, and are ignoring your family. (But King Robert is safe!) Nguyen notes that even though this first launched in 2021, by last year, “it was everywhere — on Facebook, TikTok, Youtube, and even on other mobile games. This really helped increase its visibility and ‘appeal’ to a wide audience, making it very hard to miss.” Maybe a little too hard to miss, in fact, leading to audience fatigue. “Many grew tired of the intrusiveness of the ads. This shows that aggressive advertising can be risky, as it can backfire and create negative associations,” says Nguyen. “Still, I’d say it was very effective — that’s evident in how rapidly it rose in the number of downloads, even surpassing very well-known games like Candy Crush and Homescapes.” Of course, if you failed frequently when playing the in-ad version of the game, you’re not alone. “Their ads also capitalized on the frustration of failing, and then the satisfaction immediately after when you beat it. It’s a hook that works even on casual gamers, and Royal Match was able to do it effectively,” Nguyen notes. In the end, then, it’s good to be the king. Nguyen summarized that “they have over 300 million downloads worldwide, with 61.5% of the downloads coming from paid ads. Revenue per download has also reached about $55 per download by December last year — really showing that they did not only get a lot of new players, but also made money from them.” ### Interactive Car Configurator: Tesla Tesla’s interactive car configurator launched right ahead of summer road trip season, and got users excited and curious about how they could customize their own. The ads ran across various automotive review websites as well as the Google Display Network, and let you play around with different modification options like exterior color, wheel design, and interior finishes — all without navigating away. It drove (pun intended) a significant increase in user engagement, both online and IRL, including a 45% growth in test drive registration requests. ### Text-Only: The New York Times Another champion of minimalism, the New York Times does in an ad what it does best — headlines, copy, and their iconic font with the logo up top, in classic black and white. This ad brings you through the entire sales journey: There’s no big product reveal, since you know who it’s for right from the jump. While the standout message is a turn-of-phrase, it still rings true to their inherent philosophy of top-notch journalism (“all the news that’s fit to print,” after all), and a reason for you, the reader, to get a subscription. The enticing offer sits right below it, followed by the CTA. ### AI-Personalization: Airbnb Yes, this is AirBnb’s second appearance on this list, but it’s for an entirely different reason than the one above. Airbnb utilized AI for their clever campaign last April, strategically timed for the summer travel season. It launched across premium travel networks like Lonely Planet and Condé Nast to hit a wide array of different traveler types, using real-time data analysis of a user’s browsing history to dynamically adjust the ad’s content. The result zeroed in on specifically targeted recommendations no matter where you wanted to go, and tailored to your individual preferences. It was a significant success, yielding a 50% increase in user engagement and a 35% increase in booking conversions. ### Humor: Slack On the surface, this may just look silly, with kittens and rainbows acting as a cliche way to show happiness. But those who use Slack know that it fits with the UI and overall theme of the app — taking care of the serious office communication that needs to get done, while also being a fun online space with plenty of whimsical emojis, GIFs, reactions, and other surprises. The line ties it all together, showcasing that Slack can significantly and instantly declutter your inbox, and leveling up the classic “this meeting should have been an email” to “this email should have been a Slack.” ### Award Season Luxury Campaign: Louis Vuitton Much like Gucci’s timing with Fashion Week, Louis Vuitton kicked off a focused luxury advertising campaign timed perfectly with awards season last January, just ahead of the Oscars and Grammys. This campaign was carefully placed in top-tier publications like GQ and Harper's Bazaar, as well as on other upscale fashion websites. By using contextual targeting, the ads reached luxury consumers during a time when interest in such products was at its peak. As a result, the campaign led to a 20% boost in brand recall and achieved a ROAS of 5:1. ## What Makes Some Display Ads Work Better Than Others? In a display ad, you don’t have much time, space, or human attention span to deliver your message. So why do some succeed while others fail? It all comes down to what makes it up. ### Compelling Visuals High-quality images or videos are easy on the eyes, but they also need to be relevant to the product or service being advertised. You may have an idea for a visual that’s certain to grab attention, but make sure it actually makes sense in terms of what you’re selling, and ties the entire message together with the copy, too. ### Clear and Concise Messaging Keep it short! Pretend this is a billboard advertisement. Realistically, how much time does your viewer have to take it all in? Seconds matter, so a brief and impactful message that clearly communicates the value prop is essential. ### Strong Call to Action Too often, the CTA isn’t given the proper care it needs, and is tossed in as an afterthought. They may seem simple and more of a mindless final link to get the customer to your site, but a CTA should tell them what you want them to do. Think more "Shop Now," "Learn More," "Get a Free Quote" than “Let’s Go” or even “Get Started” — which can have negative connotations and make the viewer think this is going to be a long process with lots of steps. ### Targeted Audience Back in the early days of the Wild West Web, targeting ads to a specific subset was a crapshoot — less of a targeted shot than a wide shotgun blast. That’s changed significantly in the last decade, with the ability to narrow down groups by interest, location, demographics, and more. It’ll take some research beforehand, but ensuring your ads are shown to the most relevant audience, based on things like online behavior, is vital for maximizing your ROI. The difference is undeniable when it comes down to user interaction: People were over five times more likely to click on a targeted ad than a non-targeted ad, and about 37% of social media users made a purchase through a targeted ad. The more you can expand your toolset — particularly with tools like predictive AI that can target and optimize your ads in real time — the better you’ll perform. ### Mobile Optimization I can’t stress this one enough: Ads should be designed to display correctly and effectively on all devices, especially mobile phones. If your ad’s designed for a desktop display, it might be a mess on mobile, which is not only a missed opportunity for clicks, but can even create a negative association between your company and a customer. Mobile usage is growing rapidly. In 2024 alone, mobile devices accounted for 49.78% of all web visits worldwide, while desktops made up 50.22%. And that’s not all — as of now, it’s predicted that by next year, almost three quarters (72.6%) of internet users will access the web through their smartphones, which equates to about 3.7 billion people. All this is to say, you’ll definitely want to make sure your ads are optimized for mobile to reach the widest audience possible. You should also be using tools that offer more than just basic analytics: Look for features that’ll keep you competitive, like real-time insights into what’s effective and what’s not, with the ability to adjust your targeting instantly, run A/B tests, and even forecast how your campaigns will perform down the line. Remember, without these tools, factors like rising costs and audience fatigue can quickly sink a campaign (and the person/company making them). ## Where to Find Display Ads ### Websites This one is obvious, but most websites, particularly those with a significant amount of traffic, feature display ad placements all over. ### Blogs Many blogs use display advertising as a way to monetize their content. The delivery of a display ad on a blog might also hit a bit different than ones you see elsewhere on the web: Since blogs are more content-focused, they know you’ve arrived because of a specific interest, and the ads can be more confident that they’re appealing to the right audience just based on the fact that you’re there. Compare that with social media, where they’re relying on user data to take their best guesses. They also tend to blend in more with the aesthetic of the page, making them appear more trustworthy, compared with seeing a display ad on an unrelated website that looks out of place. ### Mobile Mobile apps often feature display ads, especially the free or freemium apps. They’ve got to make their money somehow, especially if you’re not shelling out actual cash for in-app upgrades, and constant display advertising is often the answer. It’s also growing exponentially — next year, the in-game advertising market is expected to generate over $124 billion worldwide. ### Social Media Platforms Sites like Facebook, Instagram, and Twitter utilize display advertising formats in lots of specifically targeted ways, due to their vast audiences and the methods they employ to break them down by demographics. It’s absolutely worth looking into and simple to set up, too. ## Key Takeaways Even after decades of trying to get into your line of sight, display advertising remains a powerful tool for businesses looking to build brand awareness, drive traffic, and generate leads. Compelling visuals, clear messaging, targeted audiences, and strong calls to action are a timeless recipe that delivers results when done right. This isn’t a one-and-done process, either: Continuous monitoring and optimization of your ads are essential for maximizing performance and ensuring that you’re reaching the right people. ## Frequently Asked Questions (FAQs) ### What makes for a good display ad? As you’ve no doubt noticed, there’s a lot of advertising online competing for that precious two seconds of a viewer’s attention, and hoping to make a lasting impression in that impossibly short time. Every brand’s approach to what works as a winning combination is different, but the basic ingredients are the same: Compelling visuals, a clear and concise message, a strong call to action, and effective targeting. Ideally, it should also be optimized for different devices and ad placements, too. ### What are the best sizes for a display ad? You may have your creative juices flowing with the perfect idea for a visual and headline, but don’t skip on thinking about the sizing. Generally, your options will most likely be 300x250 (medium rectangle), 728x90 (leaderboard), 160x600 (wide skyscraper), and 300x600 (half page). You don’t have to only choose one, either — it’s a great idea to create ads in multiple sizes to maximize reach. ### Are there creative ads best practices? Just like any advertising, there are absolutely creative best practices to consider when designing display ads. The biggest ones are the use of high-quality images, keeping the message concise and easy to understand, incorporating a clear call to action, and maintaining brand consistency in terms of colors, fonts, and overall style. It’s also beneficial to do some A/B testing, or trying out two different creative versions, which can help narrow down what resonates best with your target audience. --- ### First-Party vs. Third-Party Cookies: What To Know URL: https://www.taboola.com/marketing-hub/first-party-vs-third-party-cookies/ Last Modified: 2025-04-15 07:04:08 Privacy is a top concern in 2025, as consumers become ever more aware of how marketers track their online behavior. Although Google dropped its cookie deprecation plans, the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) remain in place. Marketers are increasingly seeing the need to shift to first-party tracking for gathering actionable data on their customers, but what is the difference between a first-party cookie vs. a third-party cookie? This guide will help you understand the features of each. ## First-Party vs. Third-Party Cookies: Key Differences Marketing Goals 1st Party 3rd Party Personalized user experience ✔️ Reliable data ✔️ Customer retention and loyalty ✔️ Cross-site user tracking ✔️ Retargeting and remarketing ✔️ ✔️ Multichannel ad campaigns ✔️ Audience segmentation ✔️ ✔️ Personalized advertising ✔️ ✔️ ## What Are First-Party Cookies? A first-party cookie is a small piece of code that’s stored on your device when you visit a website. This tracking is specific to that website. The code allows the website owner to monitor your interactions while you’re on the site, including products viewed, items added to your shopping cart, and login details. ## Benefits of 1st-Party Cookies You’ll find that first-party cookies bring several benefits to your business. They include: ### Enhanced User Experience For the website visitor, first-party cookies make life easier. Using first-party cookies, a website can remember your login details, language settings, and even shopping cart contents if you add items while not logged in. ### Reliable Data Collection On the marketer side of things, first-party data tends to be more reliable than information collected through third-party cookies. ### Privacy Compliance So far, first-party data has not endured the same crackdowns seen with third-party data. This gives marketers more confidence as privacy restrictions impact other areas of their business. ## Considerations With 1st-Party Cookies First-party cookies do create some challenges, though. It’s important to be aware of these challenges to ensure the effectiveness of your efforts. Those considerations include: ### Limited Cross-Site Tracking The biggest downside of first-party cookies is that they are limited to your website. You won’t gain insight into what your website visitors do when they leave. ### Data Collection Challenges In order to track data from your website, you’ll need a customer data platform and advanced analytics tools. These solutions will ensure you’re not only gathering information, but that you’re also able to put that information to use in your marketing efforts. ## What Are Third-Party Cookies? A third-party cookie is also a tracking code, but in this case, the code follows the user across all online activities. If you place a tracking cookie on a user’s device, you’ll be able to gather data on that device moving forward. The function of a third-party cookie is to collect user data so that you, as a marketer, can deliver more relevant ads. ## Considerations With 3rd-Party Cookies Third-party cookies also bring plenty of challenges in 2025, and marketers need to find innovative ways to overcome those challenges. They include: ### Privacy Concerns Consumer awareness of online tracking has grown in recent years, and with that growth comes concerns. Marketers are realizing the value of transparency when it comes to customer privacy, and this makes using third-party cookies challenging. ### Browser Restrictions Both Safari and Mozilla Firefox have deprecated or phased out cookies, leaving Google Chrome and Microsoft Edge as the only major browsers still allowing them. Even though they’re enabled by default, users have the option to block cookies. This has only increased the number of users who simply can’t be tracked. ## How Are Marketers Navigating Third-Party Cookie Deprecation? Most marketers are turning to technology to get around the loss of effectiveness of third-party cookies. Here are a few ways they’re pivoting to better reach customers in a privacy-focused consumer market: ### Leveraging First-Party Data As data collection through third-party cookies has become more challenging, marketers are shifting to first-party data. But Bennett Barrier, CEO of DFW Turf Solutions, stresses that small businesses need to take a look at how they’re collecting that information. “This is what small businesses are not hearing nearly enough: The best first-party data does not come from cookie consent pop-up banners,” says Barrier. “It comes from people opting in and sharing their data through loyalty programs, special content, or interactive activities. And it's worth it: An Econsultancy study indicated that companies using first-party data for personalization saw a 50% increase in revenue compared to companies that used third-party cookies.” ### Exploring Alternative Targeting Methods Alternative options like contextual targeting and identity-based targeting are emerging as frontrunners for advertisers’ attention. As Loris Petro, marketing strategy lead and digital marketing manager at Kratom Earth, explains, with contextual ads, the ad is placed based on the content a user is viewing in the moment, instead of using cookies to track their activity across multiple websites. “This is effective because it connects brands with people who are already interested in certain topics, without needing any personal data to do it,” explains Petro. “But if you want to make this strategy even more effective, you should create content that interests the right audience. If a website consistently pulls in readers who care about a specific topic, it becomes a prime spot for relevant ads.” Using tools powered by artificial intelligence (AI) can help you take your targeting to the next level by using past activity to predict future behaviors. ### Addressing Search and Social Challenges Traditionally, marketers have focused on two channels for both paid and organic reach: Search and social. Search has been the easiest way to grab consumers looking for specific products and services, while social has offered a direct path to customers. However, Eyal Pincu, VP of advertiser products for Taboola, finds that search and social have become more challenging in recent years. “Advertisers repeatedly face the same dilemma: Search and social channels deliver results, but the path is getting steeper,” says Pincu. “Costs are skyrocketing and creative fatigue is a persistent challenge, causing advertisers to reach the point of diminishing returns faster than ever. The bottom line is that advertisers want and need a performance channel that can deliver measurable results at a scale that drives significant, near-term, needle-moving growth for their business.” New tools have emerged to address these challenges, and marketers can put them to use to both answer consumer questions and reach customers more directly. AI can take contextual search to the next level, allowing marketers to engage audiences that used to be limited to social media interactions. ## Best Practices for Cookie Management Cookie management is an important part of marketing in 2025. Here are some tips to help you gather data and put it to use while still respecting your customers’ privacy: ### Prioritize Transparency and User Consent All marketers are bound by privacy regulations. Some are region-specific, like GDPR, which is a regulation that applies to those in the European Union. Others, like the CCPA, affect marketers targeting U.S. audiences. The CCPA gives consumers in California enhanced protections when it comes to what marketers do with the information they collect. “For cookie management, businesses need to ensure compliance with GDPR, CCPA, and evolving global privacy laws and use consent management platforms (CMPs) to handle opt-ins/outs,” warns Ivan Vislavskiy, co-founder and CEO of Comrade Digital Marketing Agency. ### Invest in First-Party Data Infrastructure First-party data strategies are crucial under current regulations. As Sasha Berson, co-founder and chief growth officer at Grow Law Firm, points out, GDPR fines for violations can reach in the tens of millions of dollars, and CCPA violations can cost a couple of thousand dollars per violation. ### Optimize Performance Marketing Strategies Pincu has spoken to performance marketers at length to get a feel for their pain points, and says that one thing that came up time and time again was that marketers felt underserved outside of search and social. As those channels became less efficient, marketers found they were having to use generalist tools for specialized tasks. “These highly skilled marketers control budgets of tens of billions of dollars, and are critical revenue drivers for their businesses,” says Pincu. “However, much of their spend on the open web (approximately $25 billion) and on social platforms (approximately $30 billion) is on suboptimal tools, despite experiencing diminishing returns.” To remedy this, marketers must expand to a multichannel approach while also using advanced tools. Incorporating technologies like a dedicated performance AI, based on years of hard data, can help marketers get a better return on their marketing spend, making up for the diminishing returns they’ve been getting on search and social. ## Key Takeaways First-party cookies can help you gather information on your own website visitors, while third-party cookies are designed to track users across the web. With cookie deprecation hampering marketers’ ability to gather data, it’s essential to embrace tools that build in artificial intelligence. Contextual advertising is another way to personalize consumer experiences without relying on third-party cookies. ## Frequently Asked Questions (FAQs) ### What are second-party cookies? Second-party cookies are a happy medium between first- and third-party data transfer. A second-party cookie is passed between trusted partners: For example, your business might strike up a partnership with a similar business and agree to share the first-party customer data you’ve collected. “They're passed between trusted partners — like a gym and a nutrition product brand — and allow companies to share audience information compliantly,” explains Barrier. “But, most small businesses don't even think about them. Why? Because they just assume partnerships are for big brands. In reality, a healthy partnership can offer you targeted data without compromising privacy.” ### Pixel tracking vs. cookies: What’s the difference? If you advertise on Facebook, you’ve likely used pixels that you install on your website to collect data on the visitors you get from the social media site. Pixel tracking embeds a small piece of code on your website, sending information to the server. Cookies, on the other hand, are stored on an individual user’s device, following their activity everywhere a user goes. “There's the myth that pixel tracking is privacy-friendly,” Barrier says. “It isn't. Pixels still collect behavioral data, and unless companies make it crystal-clear in their privacy policies, they're at risk.” ### What is personalized pricing? Marketers aren’t just customizing ads in real time, they’re also using advanced tools to adjust pricing in real time to increase conversions. Data like a customer’s browsing history or location can be used to choose a price. --- ### 5 Best Display Ad Networks URL: https://www.taboola.com/marketing-hub/display-advertising-networks/ Last Modified: 2026-01-13 10:27:53 If you’re an advertiser looking to maximize the ROI of your ad campaigns, it’s more important than ever to choose the best display advertising network for your brand. After all, increased competition, a rise in AI-powered content, and strict privacy laws are making it more challenging than ever to reach your targeted audience. To help you in your search, I’ve compiled five of the best display ad networks for 2025, including their key features, supported ad formats, and budget options. ## 5 Best Display Ad Networks Network Ad Formats Special Features Budget Options Google Ads Banner, in-stream, out-stream, bumper, responsive, dynamic search, responsive display, shopping, local search, discovery. Smart bidding, Google Display Network, local services ads, YouTube Ads. Cost-per-click (CPC), cost-per-thousand-impressions (CPM), cost-per-acquisition (CPA), daily budget, total campaign. Facebook Audience Network Banner, native, video, carousel, slideshow, Stories and Messenger ads. Facebook audience targeting, multiple ad formats, built-in fraud protection. CPC, CPM, CPA, daily budget, total campaign. Realize  Display ads, motion ads, vertical ads, carousel, app promotion, native ads. Advanced audience targeting, AI-powered bidding strategies, Social Importer tool, GenAI AdMaker suite. Maximize Conversions (with/without tCPA/CPC Cap), Maximize Value (ROAS), Optimize for Engagement, Enhanced CPC, Fixed Bid, Frequency Cap control. Raptive (formerly AdThrive) Banner, native, video in-stream and out-stream, sticky, anchor, interstitial. Premium publisher network, Raptive Data Studio, Raptive Represents. Contact Raptive. PropellerAds Push notification, popunder, interstitial, native banner, direct link. Multiformat campaigns, ad-fraud firewall, industry-focused campaigns. Daily, total campaign. ### Google Ads Google Ads, Google’s online advertising platform, allows you to sell products and services, drive traffic to your website, and promote your business across various Google properties, such as the Google Display Network, the Google search engine, YouTube, etc. Google Ads supports multiple ad formats, including video, display, shopping, discovery, and local search. While the cost of advertising through Google can be high for competitive niches, its massive reach puts the world at your fingertips. #### Special Features - Smart bidding: Take advantage of AI-powered bidding strategies that can help you maximize conversions. - Google Display Network: Advanced targeting offers access to over 2 million websites and 90% of global internet users. - Local Services Ads: Ideal for service-based businesses that want to generate local leads. - Advertise on YouTube: The Google Ads network gives you access to YouTube’s massive audience of over 2 billion monthly users. #### Pros and Cons Pros Cons No minimum ad spend. High competition means that popular keywords can be pricey. Benefit from Google’s massive reach. Steep learning curve. The pay-per-click model can be cost-effective. Requires a solid understanding of keyword intent to optimize. Wide range of ad formats. You can explore other options to advertising on Google Ads. ### Facebook Audience Network (FAN) Facebook Audience Network is a part of the Meta Ads (formerly Facebook Ads) platform. It allows you to run ads on third-party websites and mobile apps, including gaming apps. It’s designed to reach users based on demographics, interests, and behaviors, leveraging Meta’s audience targeting tools. Several ad formats are supported, including banner, native, video, and interstitial. #### Special Features - Facebook audience targeting: When you advertise through Facebook Audience Network, you can access the same audience targeting features that Facebook uses on its platforms. - Multiple mobile ad formats: Audience Network supports many different mobile ad formats, including native, interstitial, and rewarded videos. - Fraud protection: Audience Network has been granted TAG and JICWEBS DTSG accreditations and has built-in systems to protect against fraud. #### Pros and Cons Pros Cons Vast reach: Over 1 billion people see a Facebook Audience Network ad every month. Limited to third-party websites and mobile apps. Choose from a wide variety of ad formats. You must have a Facebook business account. The same targeting capabilities that are used on Facebook platforms. Ad blockers might hurt visibility. Meta has a direct relationship with all publishers on the FAN. Explore alternatives to Meta Ads . ### Realize With a reputation for being one of the world’s leading native ads companies, Taboola has expanded far beyond that market. With the launch of its latest offering, Realize, the company is looking to transform the entire performance marketing landscape, helping marketers to capture an audience that’s getting harder and harder to reach on search and social. The focus of Realize is on performance marketing that can deliver measurable results, moving away from the so-called full funnel solutions often touted by advertising companies (many of whom have shifted their focus to driving brand awareness through video ads on Connected TV platforms which, while good for brand awareness, does little to help advertisers who are looking for mid-low funnel results). Launched in 2025, realize: zooms in on the consideration and action stages of the performance funnel, offering high-visibility options beyond native, including display, vertical, carousel, and more. Its GenAI AdMaker suite helps advertisers create and target ads with maximum efficiency, while its incredibly convenient Social Importer tool lets you quickly repurpose existing assets. And if you get stuck, use their AI assistant, Abby, to help manage the entire process. #### Special Features - Predictive AI Targeting: realize draws on 17+ years of data to serve ads to users based on user intent, not identity. - Social Importer: Allows marketers to seamlessly repurpose their existing creative assets from other platforms. - Diverse ad formats that move beyond native: realize supports high-visibility ad formats, including display, vertical, and carousel. #### Pros and Cons Pros Cons Dedicated platform for performance funnel marketing (vs. full funnel). Brand-new platform for 2025, so it doesn’t have a long track record yet. Social Importer tool makes it easy to repurpose assets. Not as well suited for brand awareness campaigns. Leverages partners like Wix, Elementor, and WordPress for quick and easy landing page-building. Dedicated AI assistant to help manage the entire ad process. ### Raptive (formerly AdThrive) Raptive is a premium ad network that offers publishers end-to-end ad management. Website owners who meet specific traffic requirements can use Raptive to monetize their websites with high-quality ad placements. Unlike other major ad networks, Raptive focuses on individual creator audiences, which it claims are 40% more likely to have purchase intent for products and services they view on creator websites. #### Special Features - Premium Publisher Network: Raptive works exclusively with high-quality publishers with engaged, niche audiences, leading to better ad performance than many other networks. - Raptive Data Studio: Raptive uses AI technology to analyze audience data, allowing it to identify “peak attention moments” and optimize ads for engagement. - Raptive Represents: A turnkey ad solution that connects advertisers with diverse content creators. #### Pros and Cons Pros Cons Access to premium publishers. More expensive than other ad networks. Ads are optimized for user experience and page speed. Less scale and reach than large networks like Google Ads or Facebook Audience Network. Audiences are typically highly engaged. Limited publisher pool (websites must have 100,000+ monthly pageviews to qualify). ### PropellerAds PropellerAds is a global ad network offering multiple ad formats to an audience of over 1 billion people. Its customers include affiliates, agencies, media buyers, and direct advertisers. Ad formats include push, in-page push, popunder, interstitial, and survey exit. Unlike Raptive, it doesn’t have a high minimum traffic requirement for publishers. #### Special Features - Multiformat Campaign: PropellerAds’ multiformat CPA Goal Campaign allows you to create multiple ad formats within a single push campaign. - Ad fraud firewall: PropellerAd’s traffic partners must comply with its robust anti-fraud policies, helping to ensure that ads are being delivered to a trusted audience. - Industry-focused campaigns: PropellerAds offers campaigns that are targeted for specific verticals, including finance, ecommerce, and software. #### Pros and Cons Pros Cons Offers a broad global reach. Lower-quality traffic than more premium networks. More cost-effective than more premium networks. Audience segmentation is less advanced than premium networks. Supports multiple ad formats, including push, popunder, interstitial. ## How to Choose the Best Display Ad Network The best advertising platform for one person might not work for the next. Here are some factors to consider when choosing a display ad network ### Pricing Ad networks offer a range of pricing models, including cost-per-click (CPC), cost-per-thousand-impressions (CPM), or cost-per-acquisition (CPA). It’s important to make sure your budget aligns with your campaign goals. For example, if your goal is brand awareness, you’ll likely want to run a CPM-based campaign on a major network like Taboola or Facebook Audience Network. This will ensure that a large audience sees your ad, whether they click on it or not. ### Available Ad Formats These days, most ad networks offer multiple ad formats, but you still want to do your research to ensure that the network you choose offers the format(s) you want to use. Some networks specialize in a specific format — PropellerAds, for example, offers one of the largest push ad networks. ### Audience Targeting Capabilities You can improve your ad performance over time using advanced targeting. If this is important to you, make sure your ad network offers demographic, behavioral, contextual, and retargeting options. Unsurprisingly, Google Ads and Facebook Audience Network offer some of the most advanced audience targeting capabilities among ad networks. ### Performance Tracking Tools As you run your campaigns, you need to be able to track your ad performance to gauge your success. Look for ad networks that offer features such as A/B testing, real-time reporting, conversion tracking, etc. You can use the data these tools provide to refine your strategies mid-campaign and improve your results. ## Key Takeaways Reaching your target audience online is becoming more and more challenging due to increased privacy rules, changing consumer behaviors, and overall ad fatigue. That’s why choosing the right ad network to run your campaign is so important. By considering factors such as pricing models, available ad formats, audience targeting, and performance tracking options, you can rise above the noise and deliver your message to the right audience. ## Frequently Asked Questions (FAQs) ### How is display advertising different from ad exchange? Display advertising is a type of ad format, whereas an ad exchange is a marketplace for buying and selling ads. Display advertising can include banners, images, or even videos displayed on websites or apps, including social media platforms. Ad exchanges like Google AdX or OpenX connect advertisers with publishers who sell ad inventory. ### How much does Facebook pay for 1 million streams? While Facebook does not disclose specific earning rates for in-stream ads, a rough estimate is that creators can expect to make between $1 and $10 per 1,000 views. Based on those figures, 1 million views would generate around $1,000 to $10,000. Remember that your earnings depend on several factors, though, including the cost per thousand (CPM) rates charged to the advertiser, the number of views you receive, and how your audience interacts with your videos. Also, your earnings might be outside of this range, either higher or lower. ### What is the highest-paying ad network? There is no “highest-paying” ad network because ad earnings depend on many factors, including ad format and placement, CPM and CPC rates, etc. That said, premium ad networks like Mediavine and AdThrive tend to have above-average payout rates. --- ### 20 Marketing Tools for Small Businesses URL: https://www.taboola.com/marketing-hub/marketing-tools-smb/ Last Modified: 2025-04-30 06:20:45 Small business owners can’t do it all — and with the technology of modern marketing tools, it’s more likely than ever that they don’t have to. From SEO to email marketing, to analytics and social media management, the burst of AI into the marketing technology landscape changed the game. Channing Muller, founder of DCM Communications in Chicago, advises that small businesses should at least be integrating a proper CRM, “ideally with an email marketing feature included.” “Regardless of size or years in business, everyone needs to have email marketing software and actually be using it,” she says. “Email marketing may seem less sexy and flashy than social media or advertising, but it stands the test of time for a simple reason: It works! People may take time off from social media, but everyone checks their inbox.” For service-based businesses, a CRM setup in the early stages of outreach will set the right foundation for truly being able to track your sales cycle, she adds. “The whole point of marketing is to bring in leads that convert to sales. So if you aren’t linking your marketing-sales efforts, then how can you do effective marketing? You can’t.” The biggest mistake she sees is focusing too much on marketing or sales, not both: “Ensure they align for the benefit of each other and profitability,” she says. Small business owners can use tools for collecting data, lead generation, AI-based ad creation, and other functions, but it can take a little time and research to determine which are the best tools for your specific business to integrate. I’ve listed 20 great options for different scenarios below — there are many more than that out there, but these are the more vetted and widely used tools that anyone can feel safe using. ## 20 Small Business Marketing Tools to Advertise Your SMB ## Lead Generation ### 1. Hunter The phone book of the 21st century, Hunter helps you find leads, making your lead generation process much simpler and more efficient. You can use your ideal target demographic to find and contact relevant leads, and it’s perfect for finding that email address for your next best customer that just doesn’t seem to be anywhere else online. Pros: Cold emailing assistscaling personal email outreach. Cons: Some point to it being too expensive as your lead generation increases over the months or years, so keep an eye out for outdated contacts. Cost: Four packages, from free to $209. ### 2. SlickText If you’ve ever been on the receiving end of a generic marketing text, you know there must be a better way. SlickText offers mainstays like coupons and promo codes to increase customer interest and engagement, but also more fun and interactive options like contests and surveys, making it an effective tool to support your small business lead generation strategy. It also allows you to zero in on distinct audiences and can be integrated with other software you might use, including Constant Contact, Slack and Drip. Pros: A variety of options to boost customer engagement in fun ways, while being intuitive and user-friendly. Cons: Can become expensive for higher volume needs. Cost: $29 to $939 per month, depending on use. ## Social Media Marketing ### 3. Hootsuite Hootsuite is a comprehensive platform for managing several social media accounts at once. It supports scheduling, analytics, and real-time engagement across platforms, including platforms like Instagram, Facebook, TikTok, and LinkedIn. Pros: Offers a detailed dashboard for managing all of your social media platforms, plus analytics. Cons: Can be expensive for small businesses; somewhat complex for beginners. Cost: Free trial available. Plans start at $149/month for more robust features. ### 4. Buffer Buffer allows users to schedule posts across multiple social media platforms from a single dashboard. It’s a helpful tool for planning and executing a social media strategy and measuring performance through analytics, giving you insights that hopefully lead to growth. Pros: Enhances productivity with post scheduling and performance tracking. Cons: Limited capabilities in the free plan. Cost: Free for managing up to three social channels with 10 scheduled posts. Full features from $5/month per channel, and even more features on the team plan for $10/month. ## E-commerce Marketing ### 5. Klaviyo Klaviyo enhances e-commerce marketing through targeted email and SMS campaigns based on customer actions like cart abandonment. Segmentation and automated emails help you meet your e-commerce lead generation goals. Pros: Known for high ROI and responsive customer support. Cons: Higher cost as the scale of operations increases. Cost: Free for up to 250 contacts. Paid plans begin at $30/month for larger lists. ### 6. Automizely E-commerce marketing tools can provide a whole host of data that allows you to tweak your eComm strategy and convert more potential customers into loyal buyers. Automizely provides templates for campaigns, but without all the unnecessarily complex bells and whistles of some other tools. This makes it ideal for beginners as well. Pros: Comprehensive customer support. Cons: Higher-tier features require pricey plans. Cost: Starts free for up to 300 contacts with 3,000 sends in total. Paid plans begin at $9/month for more extensive usage. ## SEO ### 7. Semrush Semrush is highly regarded as one of the most comprehensive SEO services out there. These services move far beyond keyword generation, including content optimization, competitor analysis, rank data tracking, content marketing strategy, link building, and more. Their features also expand beyond basic SEO into website monetization, paid ads management, and competitor PR monitoring. Pros: Widely esteemed keyword search functions and research capabilities, plus high accuracy rates. Cons: Limited features with free and lower end packages, no additional free users for your team. Cost: $139.95 to $499.95 monthly depending on project size and trackable keywords, with additional users add ons available from $45 to$100, in addition to other add on options. ### 8. Clearscope A mainstay for publications and SMBs looking to make the most of their content marketing, Clearscope helps marketing teams to identify the topics most worth writing about, and to create content that converts through SEO best practices. The program can be integrated into tools your content marketing team already uses, and helps them “score better” by adding keywords in the most high impact places. Pros: Affordable “essentials” basic package, user friendly features. Cons: Limited non-content related SEO tools, fewer packages available than some would prefer. Cost: $189 to $399 per month and custom pricing available for larger projects. ## Email Marketing ### 9. Shopify Email Email marketing is often the most effective strategy for SMBs, and Shopify helps e-commerce businesses to do it while keeping everything automated and in one place. Create on-brand emails from premade templates to take the guesswork out of email creation and design, then use their automation system to schedule delivery to different segments of your target audience. Pros: Seamless integration with Shopify's platform; no additional software required. Cons: This simple tool may not be best for large or complex businesses. Cost: Included at no extra cost with any Shopify store subscription. ## SMS Marketing ### 10. Mailchimp A leading marketing automation platform, Mailchimp provides both email and SMS marketing services. Generative AI-created templates save small business owners the time it would normally take to design emails, and once they’re sent, Mailchimp analyzes engagement, such as buying behaviors. Don’t forget to adjust your strategy based on this data if you do give it a try. Pros: Excellent integration capabilities, including a Shopify app that re-engages store visitors. Cons: Pricing escalates with additional contacts and premium features. Cost: Free for up to 500 contacts with 1,000 sends per month. More extensive features start at $13/month. ## Content Marketing ### 11. Vimeo Create Vimeo Create simplifies video production with a suite of tools that help you to create professional-looking videos at scale. It includes AI-powered editing, a full library of licensed music, and a variety of effects to bring your videos up to the desired standard. Pros: Access to high-quality production tools; intuitive interface. Cons: More advanced features require a paid subscription. Cost: Basic use is free. More professional features are available from $12/month. ### 12. Promo Promo allows for rapid customization and publication of videos to fit various marketing needs, including ads and social media content. You can also use it to quickly and easily create gifs and slideshows, resize and edit images, and add text to existing videos and gifs. Pros: User-friendly. No technical skills needed to create engaging videos. Cons: Downloading content requires a paid plan. Cost: Creation is free. Downloads require a subscription starting at $29/month. ### 13. BuzzSumo BuzzSumo is great for content research and insights. It aggregates the most successful content across the web for any given topic, helping marketers to identify trends and engage with influential content creators. Pros: Great for identifying popular content and influencers and useful for strategy development. Cons: Full capabilities require a subscription. Cost: $199 to $999 per month. ## Performance Marketing ### 14. AdRoll AdRoll specializes in retargeting and multi-platform advertising campaigns, making it a versatile choice for enhancing online marketing strategies. It supports dynamic ads that adapt based on user interactions with your site. Pros: Powerful targeting and retargeting capabilities, along with broad platform integration. Cons: Requires ongoing investment for effective use. This could be more complex for beginners. Cost: Varies — pay as you go, or contact the sales team. ### 15. realize: realize: is a performance marketing tool helps identify leads considering purchase and convert them with a range of ads (display, vertical, carousel, etc.) for digital publications and other companies. It includes an AI drawing on 17+ years of data to target and optimize ads in real time, as well as a social importer tool that lets you easily repurpose existing assets. Pros: A performance marketing tool that focuses exclusively on consideration and action. Cons: Not optimal for low-intent audiences. Cost: Offers depend on budget and package. Contact the Sales Team for more information. ## Marketing Data Analytics ### 16. Google Analytics Once you’ve established a web presence, look to Google Analytics to better understand how users are interacting with your content and sales offers. You can learn to predict what actions customers will take next, such as who will buy and when, and use that data for future strategy. Perhaps most importantly, Google Analytics easily integrates your current tools, which can be helpful if you already use Google Cloud, Google Ad Manager, and multiple others. Pros: An extremely helpful and insightful tool at no cost. Cons: May not be as robust as some of the other tools. Cost: Free. ## Automation Marketing ### 17. Omnisend Omnisend utilizes both SMS and email to send automated messages, helping to convert customers with abandoned carts, and address other hiccups as they move (or don’t move) through the funnel. It offers seamless integration with over 130 programs, and can even convert data to their program if you are already using something like Klaviyo. Pros: Uses both email and SMS for higher conversion rates, boasts solid customer service, and has clear plans and pricing. Cons: Less customizable than some other options. Cost: $11.20 to $41.30 per month when you pay for three months at a time, with additional customized payment options for other needs. ## Project Management ### 18. Asana No marketing campaign will succeed if you don't have project management in place. Asana is a great option for SMBs looking to accurately guide their project to completion. You can set the project management system up into various calendars or lists based on project need, with an unlimited number of tasks offered. Pros: Excellent for campaign project management. Cons: A bit of a learning curve in the beginning, and no time-tracking features. Cost: Cost is free for individuals and small businesses looking to manage tasks. For those who want to utilize goals and deadlines across various teams, prices begin at $10.99 per user, per month. ## CRM Marketing ### 19. OnePageCRM Every marketing team or SMB marketing professional needs a high-quality CRM to keep customer relations information in one spot, and move their team through the various steps of lead generation, contact, followup, conversion, and ongoing relationship management. OnePageCRM uses a “Kanban pipeline” style display, helping users visualize each step of a project, and other easy-to-use functions. Pros: Affordable plans that all include unlimited contacts and deals. Cons: Some users describe it as glitchy, and there’s no free plan. Cost: $9.95 for professional package, $19.95 for business package, per month, billed annually. ### 20. Less Annoying CRM Less Annoying CRM does indeed aim to be just that. They have a very simple yet effective offer of $15 per month per user, which includes mobile access, unlimited contacts, pipelines, and other features. Their focus is on small business users without marketing backgrounds or experience, and their customer service team is prepared for that. This is a great starting place for small business owners dipping their toe into a marketing strategy, and beyond. Pros: Simple and low priced package, with clear offers. Cons: Focuses on approachability and easy to use features, but doesn’t have the depth and breadth to support larger businesses or highly complex issues. Cost: $15 per user per month. ## Small Business Marketing Tools Compared Tool Best for Channels Features Pricing Hunter Lead generation at scale, finding specific contacts. Lead generation. Email lookup for harder-to-find potential leads, and finding leads otherwise hard to track down. 4 packages, from free to $209. SlickText Creative SMS marketing tools. Nurturing mid-funnel leads, conversion. A diversity of engaging SMS features and options. Based on credits. Rates range from $29 to $939 per month Hootsuite Social media management. Social media marketing and lead generation. A one-stop shop for managing all of your social media platforms. After the free trial, plans start at $149/month. Buffer Social media management. Social media marketing. Helps you create, plan, and share your social media content. The platform helps with scheduling posts and an AI Assistant is available to help with content and how to repurpose it. Free, up to $10/month. Klaviyo Leveraging customer interactions. E-commerce marketing, marketing automation, and lead generation. Awareness of customer behaviors to then provide targeted marketing. Free, up to $6,000+ depending on the amount of active profiles and emails/SMS messages per month. Automizely Those new to SMS marketing. SMS marketing, marketing automation. Great for beginners as it includes simple but high-quality marketing tools. $9 to $149+. Semrush High accuracy keyword research. Content marketing/SEO. Keyword research, on-page SEO, competitor analysis tools and functions. $139.95 - $499.95. Clearscope Identifying and creating SEO-driven content that performs. Content marketing topic discovery and optimization. Built in SEO grade cards to help writers optimize articles for performance. $189 - $399, custom pricing available for larger projects. Shopify Email Delivering strategic campaigns to customers. Email marketing and lead generation. Utilize automation tools to create campaigns sent directly to your customers. $29.99 to $2,300 per month. Mailchimp Awareness and conversions. SMS marketing, marketing automation, and lead generation. A marketing and automation platform that even includes SMS. Depending on which level you subscribe to, Mailchimp can help with custom coded HTML templates, send monthly emails to large contact groups, and more. Free, up to $350 per month. Vimeo Create Video creation. Social media. Templates make it easy for anyone to create solid content. Free, up to $65 per month. Promo Video creation. Video business marketing. Easily create marketing videos, whether for your social media or advertisements. Downloads require a subscription starting at $29/month, up to $199+. BuzzSumo Awareness and management. Content discovery and research. Helps with a range of tasks, like helping you find the best influencers for your brand, monitor what’s happening online related to your company, competitors, and overall industry updates. $199 to $999 per month. AdRoll Advertising campaigns. Online marketing and marketing automation. Helps you develop straightforward advertising. Depending on your needs, you’ll pay as you go or contact sales for more information. Google Analytics Collecting data. Digital marketing. Helps you understand customers and improve marketing. Just create an account to begin collecting data. Free. Realize Lead generation and conversion. Performance marketing. Helps convert leads who are in consideration mode, using a range of performance funnel advertising strategies. Flexible, based on advertising budget. Omnisend SMS plus email marketing strategy. Email and SMS marketing/automation. Utilizes segmented campaigns for abandoned baskets to improve second chance conversion rates. $11.20 - $41.30 per month when you pay for three months at a time, with additional customized payment options for other needs. Asana Automated alerts across a user-friendly project management system. Automation and project management. Automating alerts related to campaign workflow, including reminders, tasks, and creative aspects. Free for some functions, $10.99 per teammate for teams. OnePageCRM Sales growth through follow-ups and shared Inbox features. Client relationship management and project organization. Mobile CRM for small businesses to help marketing professionals on the go. $9.95 for professional package, $19.95 for business package, per month, billed annually. Less Annoying CRM SMBs who need extra assistance. Client relationship management, automation, and data analysis. Veteran level customer service, with the average employee having worked there for five years, for better customer support.  $15 per user per month. ## How Do You Choose the Right Marketing Tools for Your Business? ### Budget A marketing tool shouldn’t dominate your whole budget. Instead, it should free up valuable time for you or your team. The tools range from free to rather expensive, so be sure to shop around for a tool that fits your budget. If you can afford a tool that does more of the work and saves you time, it might be worth the investment. ### User-Friendliness You shouldn’t have to struggle through a clunky interface or do lots of tutorials to figure out how to use the marketing tool you select. If you’re struggling to use the trial or free version of the tool, it might be a sign to check out other tools instead. Many of the higher-end tools will have AI assistance to make the process easier. ### Efficiency Marketing tools should save you time and stress, but don’t expect the time savings to happen immediately. The end goal is to save you time, but you may have to invest some time up front getting established and learning how to use the tool you select. Moreover, a good marketing tool should help you manage your budget efficiently given its capabilities to deliver better results by using less resources, whether it be on identifying your audiences, target users which high-intent, or enabling flexible options for your creatives. ### Customization This isn’t a time to rely on just a few standard templates. Make sure the marketing tool you select is customizable, so your emails or other outputs don’t appear generic. Marketing tools should elevate your content, not make it blend in with other content. ### Coordination With Other Tools When possible, utilize tools that communicate with other tools you already use. This promotes a seamless transition and less duplicate work as the new tool is introduced. Some tools work better than others at working across multiple different platforms, while others push you to integrate fully into all their offerings. ## Key Takeaways The same marketing tool won’t be best for everyone. Your business, budget, and familiarity with marketing all play a factor into how much assistance you need and how much time and money you should put into a tool. Consider these factors and weigh the pros and cons as you decide what’s best for your small business. ## Frequently Asked Questions (FAQs) ### What type of marketing is best for small businesses? Marketing that helps small business owners reach their target audience exactly where they are is best. So, if your customers spend most of their time on email versus social media, prioritize tools that help with that. If your future clients hang out on LinkedIn, that will be more of your focus. But all marketing strategies should involve a cohesive, well-rounded approach that doesn’t focus too much on one tool alone. ### Are there tools to help my SMB generate leads? Small business owners can utilize marketing tools to help with lead generation, offloading a major burden from their to-do list. Tools like HubSpot, Salesforce, and LinkedIn Sales Navigator help with this, and small businesses should also ensure they have a lead magnet on their website and social media platforms to help with leads as well. ### Are there AI tools for creating ads? Tools including Realize, Superside, Canva, and others help with AI-enhanced libraries of images, graphics suggestions, and smarter capabilities for basic design functions. --- ### Ad Verification Explained: How It Boosts Ad Efficiency URL: https://www.taboola.com/marketing-hub/ad-verification/ Last Modified: 2025-10-27 09:53:22 Starting in 1967, TV station WNEW-TV, of New York City, began using the phrase, “It’s 10 o’clock. Do you know where your children are?” The PSA initiative was in response to rising crime in the city, and while it may now seem anachronistic — and indeed the line is often parodied — the message was a good one. With slight tweaking, it’s also one that modern advertisers could take to heart. That tweak would be: “At any given second of any day, do you know where your ads are running?” An online ad served in the wrong location — say, hunting apparel appearing on a website that sells children’s toys, or women’s personal care products advertised on a site dedicated to men’s apparel — is not only a waste of a marketer’s ad spend, but it can also create a negative impression of a brand or product, doing harm instead of good. The solution to misplaced ads is ad verification — one of the smartest ways marketers can use their advertising budget. “Advertisers who spend money on advertising verification are doing the right thing in protecting themselves against fraudulent traffic, low-quality placements, or unsafe ad environments,” says Aljay Ambos, head of marketing at Twixify. “Without it, advertisers run the risk of paying for impressions that have no chance of ever being seen, or being poorly placed on irrelevant sites.” ## What is Ad Verification? Ad verification is the process of ensuring that a marketer’s ads are delivered as intended. The process involves confirming that ads are appearing in front of human eyes, not just bots; are placed in environments that make sense based on the brand’s image and goals; and aren’t being served in places that may have a negative impact on a brand, product, company, noted person, and more. “Ad verification is non-negotiable for advertisers serious about maximizing their ROI,” says Sophie Musumeci, founder of Real Entrepreneur Women. “Without it, brands risk wasted ad spend, misleading placements, and reduced trust in their campaigns.” ## How Does Ad Verification Work? Most ad verification works thanks to a small code snippet, called a "verification tag" or "beacon," that’s embedded within an ad. This tag collects data about where the ad is being displayed, who sees it, and if its placement and audience meet the advertiser's specified criteria, such as website context and audience. This information allows a marketer to verify that their ads are being delivered as intended and not appearing on inappropriate sites or in fraudulent environments. The data is sent to a third-party ad verification vendor that provides reports to the advertiser about ad placement, viewability, and potential issues like ad fraud. This typically occurs on a monthly basis. ## What Does Ad Verification Detect? Ad verification can track many useful metrics, including some that can be used to improve the content the marketer puts out in the future, such as: ### Ad Verification Tracks Placement If you paid top dollar to place a large ad at the top of a series of websites, you owe it to yourself to check and make sure they really are being displayed there. At its most basic, ad verification is the process of making sure ads are being served where they are supposed to appear. ### Ad Verification Tracks User Engagement Did someone watch your video all the way to the end? Then they must have liked what they saw and gotten a good impression. Did someone click on your ad and then bounce right away from the page where it landed them? Then either your ads are weak or the placement is off. “Ad verification is essential for ensuring that ads appear in the right place, to the right audience, and in brand-safe environments,” reiterates Sasha Berson, co-founder and chief growth executive at Grow Law Firm. “With billions lost annually to ad fraud, verification tools help advertisers detect invalid traffic, viewability issues, and brand safety violations.” ### Ad Verification Prevents Fraudulent Activity Ad verification tools can track things like bots that create artificial and inauthentic traffic, costing advertisers money for no good reason, and activity by click farms, where either bots or humans click away on ads without any actual intention of conversion. ### Ad Verification Can Track Geolocation An ad for a restaurant in Chattanooga, Tennessee, is pretty useless if it’s served to people in Cheyenne, Wyoming. “By geo-targeting accurately, verification tools ensure ads reach genuine users in the intended locations,” says Ivan Vislavskiy, co-founder and CEO of Comrade Digital Marketing Agency. ## Why is Ad Verification Important for Advertisers? ### Ad Verification Ensures Proper Placement of Marketing Content Ad verification maximizes the value of a marketer’s ad spend by helping ensure their ads are delivered to the intended audience, namely those parties most likely to convert to a sale, a sign-up, or some other action. It’s like the digital version of stopping by a rental property you own and making sure everything is shipshape. ### Ad Verification Protects a Brand’s Image Ad verification can prevent potential damage to the brand being marketed. “One of the most overlooked benefits of ad verification is brand safety — ensuring ads don’t appear next to content that damages credibility,” Musumeci says. “For service-based businesses, especially those built on trust and community, this is critical.” ### Ad Verification Can Prevent Fraud In addition to preventing image issues, ad verification can prevent fraud. If you don’t check to see that your ads are actually being served as they should be, you might be paying someone for a service they aren’t rendering. ### Ad Verification Maximizes ROI The importance of ad verification goes beyond preventing fraud or reputational damage — it can also help multiply the efficacy of ad campaigns. “Many advertisers think that verification is only useful to prevent ad fraud,” says Ambos. “This is not correct. Ad dollars are spent most efficiently when an advertisement serves its purpose. When engagement takes place, ROI is bound to be improved. Ad verification makes the placements more efficient — this is a fact any serious advertiser shouldn’t ignore.” ## How Can Advertisers Ensure Ad Policies and Compliance on Ad Networks? ### Thoroughly Review and Understand the Ad Network's Policies Don't run afoul of an advertising network, be it a heavy (like Google or Facebook) or smaller players, just because you didn't do the homework. You need to understand policies regarding content, format, and any restrictions they place upon ads to be served before committing. ### Utilize Ad Network Compliance Tools Let the tools do the work for you, when possible. Leverage any compliance features provided by an ad network, like pre-submission checks, ad preview tools, and automated policy enforcement mechanisms, which can prevent issues in the first place. ### Monitor Campaign Performance for Potential Violations Even if your ads seemed good to go at the time of their launch, you have to remain vigilant, making sure they remain compliant with an advertising network even after they have been published and are being served. Make sure your ads aren't accidentally or even intentionally corrupted in some way, and that they remain in compliance with any regulations that might change over time, such as when new requirements are put in place regarding age verification, language limitations, and more. If you detect violations, you may be entitled to compensation. ## Key Takeaways Ad verification is essential for online marketers, because it can prevent fraud, wasted money, negative brand impressions, and a general poor use of budget. But on a more positive note, ad verification can also maximize return on investment, ensure the best possible placement, and help expand awareness of a brand in an efficient way. Ad verification looks for things like geolocation, user engagement, proper placement on sites and social media platforms, and other metrics that work together to help ensure campaigns are maximally effective. ## Frequently asked questions (FAQs) ### What are the 4 core pillars of ad verification? The four core pillars of ad verification are: - Brand safety, which ensures ads are not served in improper spaces. - Viewability, which checks to see that ads are being viewed by real people. - Fraud prevention, which sniffs out bots and click farms. - Geo-targeting, which makes sure ads are being served in physical regions that make sense. These pillars help protect advertisers and ensure that ads are seen by actual potential customers. ### What are the 5 keys of compliance? The five key elements of compliance are: - Leadership, which makes clear the plans and expectations of an ad campaign. - Risk assessment, which identifies potential issues before they arise. - Standards and controls, which help ensure ads will consistently perform as intended. - Training and communication, which should be undertaken at regular intervals. - Oversight, which means monitoring ad performance over time. ### Does real-time ad verification exist? Yes! While not all ad verification is done in real time, it can be. Ad platforms can automatically detect and refund obvious fraud or accidental clicks, and some platforms can proactively block IP addresses that are known to be used for fraud. --- ### Intent-Based Targeting: How To Effectively Target Users Who Take Action URL: https://www.taboola.com/marketing-hub/target-high-intent-users/ Last Modified: 2025-07-28 07:39:31 When someone visits your website, what’s the likelihood that visit will turn into a sale? The answer hinges heavily on your marketing efforts, and how effectively you’re able to target high-intent users with digital advertising. High-intent users are those coveted customers who drop in with plans to take action, so let’s take a look at how to track down those consumers and bring them over to your website. This exploration will reveal how intent-based targeting emerges as an increasingly vital and effective solution for performance marketers navigating the evolving challenges of reaching and converting their most promising prospects. ## What Is a High-Intent User? A high-intent user is someone actively looking for a product or service. This status is usually signaled by the search terms that bring someone to your site. A person who searches, “buy Medeo T9 e-bike,” for example, is more likely to convert to a sale than someone who simply searches “best ebikes for commuting.” Search terms are only one way a consumer signals high intent, though. Other signs include: - Sorting through product reviews. - Reading comparison articles. - Adding an item to a shopping cart but not checking out. - Requesting a demo. - Signing up for a free trial. - Clicking on high-intent search ads with keywords like “buy now” and “best price.” “In my experience, targeting high-intent users is the most cost-effective way to maximize return on ad spend (ROAS),” says Rodrigo Cesar, founder and CEO of SSInvent. “These are the people who are closest to making a purchase, so the likelihood of them converting is much higher than someone who’s just exploring. I always tell small business owners that if they have a limited budget, prioritizing high-intent audiences ensures their marketing dollars are spent on users who are already primed to take action.” ## What Is Intent-Based Targeting? Intent-Based Targeting is a marketing strategy that focuses on identifying and reaching potential customers based on their demonstrated intent to purchase a specific product or service. This approach moves beyond traditional demographic or firmographic targeting by analyzing online behaviors and signals that indicate a buyer's active research and consideration.  ## How Does Intent-Based Targeting Work? Intent-based targeting uses specific mechanisms, often leveraging sophisticated technologies, to gather data from sources like search queries, website activity (pages visited, content consumed), social media engagement, content consumption (webinars, e-books), past purchase history, as well as both third-party data aggregating online behavior across the web and first-party data collected directly from a company's own digital interactions (website, email, apps, CRM). Some examples of these mechanisms include natural language processing (NLP), machine learning (ML), predictive analytics, and artificial intelligence (AI). By focusing on these high-intent signals, marketers can pinpoint individuals and businesses that are actively seeking solutions, rather than relying on broader demographic or firmographic targeting. This allows for the delivery of highly relevant and personalized marketing messages, advertisements, and offers precisely when a user's need is most pressing. Consequently, this targeted approach improves marketing efficiency and return on investment by concentrating resources on those most likely to convert, ultimately shortening the sales cycle and driving higher conversion rates. ## Current Challenges in Performance Marketing with Targeting High Intent Users Marketers have become increasingly aware of the value of focusing on high-intent users. However, performance marketers still face challenges in reaching those consumers. Here are some of the biggest reasons why: ### Creative Fatigue and Ad Blindness Ad fatigue is an ongoing problem for brands. While showing a consumer the same ad multiple times can be effective, unless that consumer is motivated to take action, the ad becomes white noise or, worse, an active annoyance. This lowers engagement, increasing your cost per acquisition. “Showing the same ads too often can make people lose interest,” confirms Ron R. Browning, founder and CEO at Intellibright. “Targeting high-intent users lets you serve them more relevant ads based on where they are in their journey, keeping things fresh.” ### Signal Loss Due to Privacy Regulations Privacy changes like Apple’s App Tracking Transparency, or Google enhancing its user-based cookie controls, have made things tougher for advertisers. With a reduced ability to track customer behaviors, marketers are forced to rely on other ways to target and convert customers. “Since third-party tracking is becoming less reliable, I focus on targeting users who are showing clear intent through their behavior — like searching for specific products, visiting pricing pages, or abandoning carts,” Cesar says. ### Ad Relevance Technology makes it easy to target audiences that are most likely to be interested in your offerings. But this also makes it tougher to launch broad campaigns, since most of your competition is likely targeting them, too. “Broad targeting can result in ads reaching people who aren’t interested,” Browning says. “High-intent targeting ensures your ads reach users already looking for what you offer, making them more effective.” ### Limited Scalability and Rising Costs Targeting the wrong consumers costs your business money. But with more brands using tech tools to target high-intent users, all that competition is driving up costs per click (CPC) and costs per acquisition (CPA). The more effectively you can narrow your audience to those high-acquisition customers, the more cost savings you can enjoy. “Instead of spending money on people who may never convert, you’re focusing on those who are ready to take action,” Browning recommends. “This makes your ad budget work smarter.” ## 5 Ways Intent-Based Targeting Will Resolve Targeting Challenges for Performance Marketers Overcoming these challenges takes some work, but with intent-based targeting, you can tackle them capably. Here are some of the ways this strategy will support your performance efforts: ### 1. Creative Fatigue and Ad Blindness By targeting users based on their current intent (e.g., searching for a specific product), the ads they see are more likely to be relevant and helpful, reducing the feeling of repetitive and irrelevant advertising that leads to fatigue and blindness. ### 2. Signal Loss Due to Privacy Regulations While privacy changes limit broad tracking, intent-based targeting leverages the explicit actions users do take (like specific searches or website interactions). This focuses on direct signals of interest, which are less reliant on pervasive third-party tracking. ### 3. Ad Relevance Intent-based targeting inherently prioritizes ad relevance by showing users content directly related to their demonstrated needs and interests, making ads more effective than broad campaigns, and therefore optimization your marketing budget to satisfy your ROI. ### 4. Limited Scalability and Rising Costs By focusing on users closest to conversion, intent-based targeting optimizes ad spend. While competition for high-intent users exists, the higher conversion rates and reduced waste on uninterested audiences can lead to a more cost-effective overall strategy, making your budget work smarter. ### 5. First-Party Data Utilization By leveraging directly collected first-party data (like website behavior, email engagement, and CRM interactions), marketers gain valuable and privacy-compliant insights into user intent, allowing for more precise and effective targeting even with reduced third-party tracking. ## Key Takeaways In the competitive landscape of performance marketing, the ability to identify and engage high-intent users is paramount. By analyzing digital signals that reveal a consumer's active pursuit of a product or service, intent-based targeting offers a powerful alternative to broad, less efficient approaches. This strategy not only helps overcome challenges like ad fatigue, signal loss due to privacy changes, and issues with ad relevance but also optimizes marketing spend by focusing on those most likely to convert. Ultimately, by understanding and acting on user intent, businesses can significantly enhance their marketing effectiveness, shorten sales cycles, and cultivate a more profitable customer base. ## Frequently Asked Questions (FAQs) ### What are high-intent vs low-intent users? A low-intent user is someone who isn’t close to making a purchase. This person may be doing preliminary research into buying or may simply be clicking out of curiosity. High-intent users, on the other hand, are close to making a purchase. They might have visited your site multiple times, paying close attention to reviews and pricing. High-intent users typically indicate clear buying signals in their online searches. “When I talk about intent in digital advertising, I think of it as a spectrum,” Cesar says. “High-intent users are those who are actively looking to make a purchase or take a specific action — they’re searching for solutions, comparing products and often using transactional keywords like ‘best price for’ or ‘where to buy.’ On the other hand, low-intent users are more passive. They might be browsing, researching, or simply scrolling through social media with no immediate need.” ### How is AI powering targeting? AI thrives at analyzing patterns and learning from those patterns over time. The technology can be used to fine-tune targeting in ways never seen before, making adjustments in real time to ensure every user is delivered the most relevant ad possible. “AI helps identify user-behavior patterns, as it can analyze things like search activity, website visits, past purchases, and more to predict users who are more likely to convert,” Browning says. “This also helps with real-time bidding, audience segmentation, and personalized ad delivery, so ads reach the right audience at the right time.” ### How can marketers diversify their channels to reach high-intent users? It’s important to expand your marketing beyond just one channel. As Cesar explains, high-intent users tend to engage across multiple channels, making it important to take an omnichannel approach to your marketing. “While search ads are a great starting point, I also invest in retargeting ads on social media, email campaigns for abandoned carts, and even SMS marketing for time-sensitive offers,” Cesar says. “Video content, especially on platforms like YouTube, also plays a role — I’ve seen great success running video ads targeting users who have watched competitor reviews or product demos. The key is to meet high-intent users where they already are, rather than forcing them into one specific channel.” --- ### Ad Fatigue: How to Overcome It in Performance Marketing URL: https://www.taboola.com/marketing-hub/channel-fatigue/ Last Modified: 2026-06-24 14:32:05 ## What is Ad Fatigue for Performance Advertisers? Search and social media have been the foundation of digital marketing plans for decades, but these tried-and-true channels are starting to fail. Performance marketing ad fatigue — in which customers’ attention is spread so thin that they lose interest and stop engaging with the advertisement — is a growing concern for marketers and businesses. There are many potential causes of channel fatigue, including the fact that customers are being bombarded with repetitive messaging that can become boring and alienating, as well as continuous calls to action and solicitation that can essentially burn out customers. As platforms like social media continue to grow and marketing becomes more competitive, expenses rise, yet marketing efforts become less effective. In short, marketing campaigns that rely on search and social are in trouble. It’s essential to overcome performance marketing channel fatigue — here’s how to go about it. https://www.youtube.com/watch?v=QUYxkx8KFfg ## The Urgency of Addressing Ad Fatigue Marketing fatigue can negatively impact your business in many ways. If your business is to succeed and scale, you need to promptly address this issue. The reasons include: ### Audience Fatigue Leads to Less Effective Ads When channel fatigue occurs, your ads become less effective. Your target audience can become inundated with messaging, so it becomes difficult to create ads that will stand out from the competition. If you’re continuously reaching the same audience on the same platform, you can’t effectively grow your customer base. Even more importantly, an audience that’s tired of seeing so many ads is less likely to take action and click on your ads, or engage with your company. Consider the growth that social media has experienced in just five years. According to Statista, there were 2.73 billion social media users worldwide in 2017. By 2022, that number had grown to 4.59 billion users. Such rapid growth and widespread use made social media a go-to marketing platform, but that also meant that more businesses were competing for users’ attention. Now, social media is a fundamental element of any marketing campaign. As marketing on these platforms has grown more competitive for businesses, it’s become overwhelming for users, so they’re simply tuning the messaging out. The result of such marketing channel fatigue is that your marketing performance declines. You’ll face higher costs, such as higher CPC (cost per click) rates on paid ads. With your audience less receptive to and engaged in marketing, you’ll also see diminished returns from your campaigns. If you don’t overcome the issue, channel fatigue can drain your marketing budget, reduce the value you receive from campaigns, and ultimately limit your business growth and negatively impact profits. ### Lack of Predictability and Consistency of Performance Marketing channel fatigue also results in a lack of predictability and inconsistent marketing performance. Marketing pricing and competition on social media platforms, for example, can experience tremendous fluctuations. If large advertisers heavily invest in social media marketing, prices can spike for all businesses, and you’ll suddenly face steep competition. Holiday seasons, beginning with messaging leading up to Black Friday, are a perfect example of this. During the season that’s most important for retailers to effectively reach their audiences, the competition and sheer volume of marketing on these platforms makes that more challenging and expensive than at any other point of the year. When your campaigns depend on the same platforms and strategies that the majority of other businesses use, you’re subject to the fluctuations spurred on by this competition. When these fluctuations occur at crucial times, they can derail your marketing efforts. ### Lack of Good Advertising Options To meet your performance marketing goals and overcome channel fatigue, you might turn to demand-side platforms (DSPs). Unfortunately, DPS’ are increasingly focusing on brand awareness video experiences, especially in the realm of Connected TV (CTV), making them a less than ideal solution for performance marketing. Smaller ad technology companies offer some performance solutions, but these often lack the ability to scale or to perform at your target levels. These companies are also increasingly focusing on so-called full funnel solutions, rather than on focused performance marketing. ## 5 Ways Marketers Can Overcome Performance Ad Fatigue There’s no quick fix solution for performance channel fatigue. Solving the problem requires the willingness to reevaluate and refocus your marketing in several ways. ### 1. Personalize Your Marketing Broad, general messaging won’t connect with your audience when they’re inundated with messages from your competitors. Whenever possible, personalize your marketing to make an impact: Address your audience’s specific pain points, anticipate what they need, and offer customized solutions. Adopting AI tools to help you achieve this in real-time can be the difference-maker in these situations. Beyond personalizing marketing messages and materials, ensure that your audience can reach a human when they contact you. Have a real person monitor your social media and email inboxes, and promptly respond to messages. Being able to reach out to your company and connect with an actual human will build trust and customer loyalty. ### 2. Increase Your Value In addition to personalizing your marketing, make sure that you’re providing your audience with real value. Create content that your audience needs, such as new research, a solution to their most pressing problems, or expert tips to make their life easier. Webinars that include plenty of information and advice can be a great way to build a relationship with your audience, since they can also foster conversation, allowing you to make a connection and gain information on their pain points and challenges. Think about what makes your business unique and how that translates to the value you can offer your audience. When you provide value, your audience is more likely to be receptive to your marketing and to engage with your content, rather than passing by it because of fatigue. ### 3. Go Beyond Search and Social Search and social alone aren’t enough for today’s marketing needs, and chasing performance across these channels can lead to poor metrics, wasted funds, and lackluster results. While it’s true that both have grown significantly, they’ve also become less efficient marketing channels in the process. At this point, it’s common for these platforms to become a drain on marketing budgets and staff time that are already stretched thin. Instead, look for marketing solutions beyond the traditional search and social go-tos. A dedicated performance channel that drives growth for your business can help you to effectively scale your marketing and move beyond ineffective channels. ### 4. Step Away From the Full Funnel It’s time to step away from the full-funnel marketing approach and, instead, focus on the performance funnel. Based on achieving measurable results like sales or clicks, it focuses your marketing on specific transactions: You don’t pay for marketing until you get those desired actions, offering a reprieve if marketing channel fatigue has drained your budget — and your faith in your marketing efforts. Additionally, it’s easy to track KPIs to measure your performance marketing campaign’s effectiveness, and you’ll be able to see just how well your transition to this model is working, all while simplifying the process of continuously testing and improving your strategy. Performance marketing also allows you to prospect for high-intent users and to drive them down your funnel for higher conversions and better overall marketing results. Specialized tools can support you every step of the way, giving you the data and access needed to improve your marketing. ### 5. Adopt Performance at Scale Overcoming performance marketing channel fatigue requires the implementation of new approaches, so be prepared to rework and re-envision the foundation of your entire marketing strategy. Doing so is a valuable investment in your business and in your marketing team, and it can pay off with increased conversions and overall success. ## Key Takeaways Ad fatigue is a growing problem that businesses and marketing teams face. As certain platforms, like search and social media, have become the go-to foundation for most marketing plans, audiences are overwhelmed with messaging and marketing becomes ineffective. To overcome ad fatigue, it’s important to move past only relying on search and social. Solving channel fatigue requires a comprehensive reworking of your marketing strategy, a transition away from the full funnel approach, and the implementation of new marketing solutions and channels that focus on performance. ## Frequently Asked Questions (FAQs) ### Which metrics indicate ad fatigue? You may see indications of performance marketing channel fatigue in several metrics, such as lower conversions and fewer leads. Higher bounce rates can also indicate reduced customer engagement resulting from channel fatigue. ### How can ad fatigue impact marketing teams? Performance marketing channel fatigue not only impacts your marketing effectiveness and budget, but can also have a negative impact on marketing teams. Your marketing team may be frustrated when their ideas and efforts perform poorly, and channel fatigue can cause marketing team burnout. Businesses may struggle to find new marketing ideas and concepts, and may benefit from a total reenvisioning and new approach to your marketing. --- ### AI Audience Targeting: Everything You Need to Know URL: https://www.taboola.com/marketing-hub/ai-audience-targeting/ Last Modified: 2026-06-10 07:53:08 Back in the days before Web 2.0, marketers and advertisers had to rely on surveys, market research, and guesswork to work out who their target audience was. Early internet advertising was barely different from a TV, radio, or print ad in that regard: Targeting your audience was basically a top-down, one-size-fits-many approach, where advertisers made educated guesses about how to reach their audience based on aggregate metrics rather than fine-grained, real-time user data. Then came search and social, which allowed marketers to reach broader audiences than ever before. But broader doesn’t always mean better, not to mention the fact that everyone else was doing the same thing. The result? Audience fatigue, as users get frustrated with ads that are either irrelevant to them or, equally uselessly, advertise a product that they just bought and therefore obviously don’t need, like a dishwasher. It’s become clear to marketers and audiences alike that the more accurately a campaign pinpoints its target audience, the better the user experience, and the more likely the impact on the bottom line. If you were in the business of selling cosmetics, for example, it would make sense to run ads on a website aimed at teen girls. But wouldn’t you like to know for sure, without polling every customer, which variables made them purchase that lipstick, or just as importantly, what variables would have made them purchase it? Maybe some customers would have pulled the trigger if the price were 10% lower. Or maybe you should have shown them moisturizers instead of lipstick. Maybe they’d have responded better to a different caption. Over time, technology has allowed businesses to reach the right audience at the right moment, and with the latest targeting performance tools, audience targeting has reached simply awe-inspiring levels of granularity, predictability, and adaptability. By leveraging data-driven insights, AI enables marketers to refine their performance strategies, improve engagement, and get the most out of their advertising budgets. Below is a comprehensive look at AI audience targeting, how it works, and why it matters. ## What Is Audience Targeting? Audience targeting refers to the practice of directing marketing messages or advertisements to specific groups of people most likely to be interested in a product, service, or piece of content. Traditional audience targeting typically relies on demographic factors (age, gender, location), psychographic data (lifestyle, interests), or behavioral patterns (online interactions, purchase history). The goal is to ensure that marketing efforts resonate with those most likely to convert, thereby maximizing return on investment (ROI). ## Where Do the Target Audiences Come From? Target audiences can stem from a variety of sources, each providing distinct insights. ### Customer databases Information collected directly from existing customers (e.g., name, email, purchase history). ### Market research Surveys, focus groups, and interviews that help identify broader consumer behaviors and needs. ### Website and app analytics Data on user behavior, such as page views, bounce rates, and click-throughs, which can hint at preferences. ### Social media insights Platforms like Facebook, LinkedIn, and Twitter provide demographics and engagement metrics. ### Third-party data External data providers that compile and sell user information across multiple digital touchpoints. Each dataset adds more context and depth to audience profiles, enabling marketers to create more accurate and effective targeting strategies. ## What Is AI Audience Targeting? AI audience targeting employs machine learning, data analytics, and predictive modeling to pinpoint the best audiences for your marketing efforts. Instead of manually analyzing large sets of data, AI takes existing datasets — demographic, behavioral, psychographic, and more — and identifies key insights about your potential customers. By doing so, AI helps you focus your messaging and ad spend where it has the highest impact. Essentially, AI is designed to target users based on what they actually do while on your site, as opposed to where they live or what age group they are. ## How Does It Work? AI-driven audience targeting typically involves the following steps: ### 1. Data Collection and Integration AI tools gather data from multiple sources — customer relationship management (CRM) systems, social media platforms, analytics tools, and more. They combine and normalize this data to ensure a consistent format. ### 2. Data Analysis Machine learning algorithms sift through massive amounts of information to uncover patterns, behaviors, and relationships among user segments. ### 3. Audience Segmentation Based on the discovered patterns, AI classifies and clusters similar users into segments. These segments can be defined by shared traits, interests, or behaviors. ### 4. Predictive Modeling With AI’s predictive capabilities, marketers can forecast how certain audiences are likely to respond to specific campaigns or messages. ### 5. Refinement and Optimization This is where the machine learning feature comes in. Over time, machine learning models refine their predictions by learning from performance metrics and user feedback, making targeting increasingly precise. ## Benefits of Using AI to Target Audiences ### Machine Learning AI tools sift through massive datasets with extreme precision. By analyzing billions of real-time signals, campaigns reach exactly the right people. The latest AI tools have a key attribute called machine learning (ML), meaning that the algorithm can become “smarter” with each new input of data and each new analysis. The more you use it, the more sophisticated the tool gets. ### Time Savings AI tools allow businesses to move beyond manual analytics. Automated processes let teams focus on strategy, creativity, and higher-level decision-making. ### Real-Time Adaptability As user behaviors shift, AI detects these changes and optimizes campaigns instantly, ensuring you stay one step ahead of the curve. ### Money Savings By automating and optimizing ad spend allocation, AI marketing tools direct your budget toward high-value opportunities, making efficient budgeting a natural byproduct of AI-powered targeting. ### Easy Growth and Scaling When it comes to marketing, growth is always an implied goal. As your audience grows or evolves, AI’s adaptive learning keeps pace with market shifts and consumer preferences, enabling you to scale performance marketing efforts without losing accuracy or efficiency. ### Predicting the Most Lucrative Audiences AI tools have predictive modeling capabilities that help you pinpoint segments with the highest likelihood of converting. By studying user behaviors, past interactions, and contextual signals, you can tailor campaigns to resonate with each audience segment — a crucial step in achieving efficient budgeting by focusing resources where they matter most. ## Types of Data Sets for Audience Targeting Different data sets can shape your AI-driven targeting approach: ### Demographic data Age, gender, income, education, location, etc. ### Psychographic data Attitudes, interests, personality traits, lifestyle choices. ### Behavioral data Browsing habits, purchase history, user journey on websites or apps. ### Contextual data Time of day, device type, location-based cues. Each of these data types, when used in combination, offers nuanced insights into consumer motives, preferences, and buying triggers. ## How to Find Your Target Audience Using AI Using AI effectively to identify your target audience involves a strategic blend of data analysis, technology adoption, and continuous testing. ### 1. Begin With the End in Mind Clarify what kind of audience targeting you want to achieve. Are you aiming to reach brand-new customer segments, or deepen engagement with an existing audience? By pinpointing your targeting goals, you can better customize targeting efforts and ensure the insights you uncover directly support your marketing priorities. ### 2. Choose the Right AI Tools While there are many AI marketing tools that can help with audience targeting, consider solutions that seamlessly integrate data analysis, segmentation, and predictive modeling. Some of the best performance marketing tools for audience targeting include the following: - Google Ads: Analyzes performance data to predict the likelihood of conversion for each auction and adjusts bids accordingly. - Adobe Advertising Cloud: Combines AI-driven data analysis and automation with cross-channel capabilities (search, display, social, video, etc.). - HubSpot Ads: Automates management, integration with CRM data, and audience segmentation to optimize ad performance. - Realize: Uses machine learning to gather real-time insights. It taps into nearly two decades’ worth of proprietary data for its performance AI, and offers a diverse range of inventory and creative formats to achieve audience targeting objectives. ### 3. Integrate Your Data Sources Combine first-party data (CRM, email lists, past purchase records), second-party data (partner data), and third-party data to build a comprehensive picture of your audience. AI tools can merge these different data sets, ensuring that your target profiles are as detailed and accurate as possible. ### 4. Monitor Performance and Adjust Keep an eye on metrics like click-through rates, conversions, and engagement. Realize’s machine learning models, for example, constantly refine their predictions, giving you up-to-the-minute recommendations on which segments or channels will yield the best results. This feedback loop is essential for scaling performance marketing effectively. ## Key Takeaways AI-driven audience targeting enhances the speed and accuracy with which you can identify and engage high-value segments. Gathering data from multiple sources — demographics, social media, and website analytics — creates more well-rounded audience profiles, while machine learning algorithms can evolve with each campaign, delivering progressively better targeting. By automating tedious data-analysis tasks, AI gives marketers more time to focus on creative strategy and relationship-building, although it’s important to note that regularly monitoring and refining audience segments is critical to long-term success. ## Frequently Asked Questions (FAQs) ### How do you use AI for audience analysis? To use AI for audience analysis, start by integrating your existing data sources (CRM systems, social media analytics, etc.) into an AI-powered platform. Then, set clear goals — such as improving conversions or boosting brand awareness — so the AI can tailor its algorithms accordingly. As they process the data, machine learning models identify patterns and correlations that reveal who your best prospects are and how to engage them effectively. Finally, monitor the results and keep refining the model with fresh data. ### How is AI used in targeted advertising? In targeted advertising, AI sifts through large datasets to find micro-segments of users who share similar behaviors or interests. These insights help advertisers create personalized campaigns for each segment. AI also uses predictive analytics to forecast how specific groups might respond to various ads, ensuring messages land with the right audience at the most opportune time. Additionally, AI dynamically optimizes ad placements and budgets based on real-time performance, further enhancing efficiency. ### How is AI audience targeting related to user intent? User intent refers to the underlying motivation a person has when searching for information, browsing content, or shopping online. AI helps marketers analyze behavior signals — such as search queries, click patterns, and time spent on pages — to infer user intent. This data-driven understanding of intent allows brands to deliver content and offers that directly address the user’s needs or desires, resulting in a more relevant, personalized experience for the consumer. --- ### How to Leverage AI in Performance Marketing URL: https://www.taboola.com/marketing-hub/ai-performance-marketing/ Last Modified: 2025-05-20 08:35:17 If you’re reading this article, your company is obviously far enough along on its e-commerce journey to have done something right. You followed smart advice about the need to stay on top of search, social media management, and SEO practices. You’ve meticulously studied what age group and income level your average customer base is. You kept an eye on the full funnel. But in today’s ever-evolving market, that’s no longer enough. In fact, sad to say, it’s not even close. While it’s very rewarding to see your content get high traffic, high search volume, and thousands of “likes,” what really matters to your company at the end of the day is the bottom line. Maybe, for example, you’ve spent two weeks putting together a report containing your findings that the average visitor to your site is a 24- to 35-year-old upper-middle class, university-educated Texas resident. That’s interesting, sure, but if these site visitors don’t actually buy anything, no one in your company is going to care about how old they are or their wealth level. Not to mention, if you’re in marketing, you need to always be thinking about that scariest of words: Growth. This is why you need AI-based performance marketing tools. Performance marketing is the term for online marketing and advertising programs where advertisers only pay when a specific action occurs. These actions can include a generated lead, a sale, a click, etc. AI tools are particularly effective in performance marketing, since AI enables businesses to analyze large datasets, optimize campaigns, and predict customer behavior with a level of speed and precision that traditional methods cannot match. By integrating AI into performance marketing strategies, businesses can drive better results, improve customer engagement, and achieve a higher return on investment (ROI). The latest performance marketing tools should embed AI seamlessly into the marketing processes, providing advertisers with cutting-edge solutions that go beyond traditional advertising strategies. Here’s how to leverage AI in performance marketing to see dramatically improved results. ## 8 Ways Advertisers Benefit from AI in Performance Marketing ### 1. Time and Money Saved Instead of spending weeks analyzing campaign performance manually, AI helps businesses identify high-performing audience segments in real time. This quick, data-driven decision making saves time and ensures that ad spend is concentrated on the most profitable audience, reducing wasted advertising costs and maximizing ROI. ### 2. Predictive Audience Targeting AI systems can analyze customer behavior, preferences, and interactions across multiple channels, providing advertisers with a deeper understanding of their audience. They are designed to measure performance based on user intent rather than user identity — put simply, they look at what users actually do while on your site, as opposed to where they live or what age group they are. ### 3. Reduced Creative Fatigue Marketers frequently complain about creative fatigue — how do you convey the same message in 10 different ways? How do you know for sure which email to send to whom? How do you know your audience isn’t tired of seeing the same messages over and over again? High quality AI tools can instantly generate original ad creatives using a user-friendly interface, and/or incorporate any creative assets you already have: Display, vertical video, social creative, etc. By leveraging natural language processing and machine learning, these tools allow users to create multiple ad variations efficiently, enhancing content quality and performance. ### 4. Automated Bidding Strategies AI tools allow you to create an automated bidding strategy. Rather than setting up bids manually, you can put a daily, monthly, or lifetime budget and let the AI algorithm choose the cost-per-click to meet your campaign’s performance goal. ### 5. Optimized Engagement AI tools can process vast amounts of data in real time, identifying patterns and trends that human analysts might miss. With AI, advertisers can make more informed decisions about where to allocate resources, which strategies are most effective, and how to improve overall campaign performance. This allows marketers to optimize spend, target the right audiences, and fine-tune messages in a way that maximizes conversions. ### 6. Growth Ah, growth: That elusive thing every company you’ve ever worked for has focused on, but which seemed impossible to deliver. AI-powered tools make growth easier to envision and execute by segmenting audiences and creating highly personalized marketing experiences for each customer. Through machine-learning algorithms, AI can predict what kind of content, offers, or products a specific user is most likely to engage with. AI tools use these capabilities to help advertisers create tailored campaigns that resonate with their target audience, leading to higher engagement and improved conversion rates. ### 7. Automated Campaign Optimization AI in performance marketing can automatically adjust bids, budgets, and targeting parameters based on performance metrics. By continuously monitoring campaigns, AI systems can make real-time optimizations, ensuring that advertising dollars are spent efficiently and that campaigns are always performing at their best. Most systems integrate this AI-driven optimization across all stages of the marketing funnel, from awareness to conversion; however, the emergence of key trends favor mid-to-lower funnel strategies for performance marketers instead of the harder-to-maintain full funnel strategy. ### 8. Predictive Analytics and Forecasting AI-powered predictive models allow advertisers to forecast future performance trends and make proactive adjustments to their campaigns. Using historical data, AI can predict which ads, creatives, and strategies are likely to perform well, helping advertisers make data-backed decisions and avoid costly mistakes. ## Considerations When Working with AI-Powered Performance Marketing Tools While AI offers tremendous benefits in performance marketing, not all AI tools are created equal. Here are some key considerations when evaluating AI-powered marketing solutions: ### 1. Quality of Data Integration Many AI tools fail to integrate seamlessly with existing data sources, making it difficult to leverage the full potential of AI. Without clean, unified data, AI models can become inaccurate or ineffective. When choosing AI tools, ensure that they support seamless integration with your CRM, analytics platforms, and other essential data sources. ### 2. Avoid Over-Reliance on Automation While automation is a powerful aspect of AI, it's crucial to maintain human oversight. Some AI tools, especially those with limited capabilities, may automate campaigns in ways that aren’t aligned with the broader strategic goals of the business. Look for AI solutions that balance automation with strategic human input to ensure alignment with your brand’s objectives. ### 3. Transparency and Interpretability Some AI models are “black boxes,” meaning that they provide results without offering insight into how decisions are made. This lack of transparency can make it difficult to trust the outcomes or optimize the process. Choose AI-powered tools that offer clear explanations of their decision-making processes and provide insights that help marketers understand how recommendations are generated. ### 4. Scalability and Flexibility As your business grows, so should your marketing efforts. AI tools that are too rigid or have limited scalability can become a bottleneck. It’s essential to select AI-driven performance marketing tools that can grow with your business and adapt to new marketing channels, consumer behavior changes, and evolving objectives. ### 5. Customer Support and Ongoing Training AI tools require continuous monitoring and refinement to ensure they stay aligned with your performance goals. When choosing an AI tool, ensure that the provider offers robust customer support and ongoing training resources to help you maximize the tool's potential. ## Key Takeaways AI can revolutionize performance marketing by driving data-driven decisions, personalizing campaigns, automating optimizations, and offering predictive insights. That said, leveraging AI effectively requires the right tools, integration, transparency, and scalability. Not all AI tools are created equal, so choose solutions that align with your long-term marketing strategy and growth goals. ## Frequently Asked Questions (FAQs) ### How is AI used in performance management? AI in performance management is used to analyze large sets of performance data (e.g. click-through rate (CTR), cost per click (CPC), cost per acquisition (CPA)), identify trends, and optimize campaign strategies. By using AI to monitor and adjust campaign parameters in real time, marketers can improve ROI and achieve better performance outcomes. ### What is the difference between AI in digital marketing and AI in performance marketing? While AI in digital marketing generally focuses on enhancing various aspects of digital campaigns such as content personalization and automation, AI in performance marketing specifically focuses on optimizing the efficiency and effectiveness of campaigns to achieve measurable results, such as conversions, sales, or customer acquisition. ### Does AI use predictive models for performance marketing? Yes, AI uses predictive models to forecast future campaign performance based on historical data. These models can help marketers anticipate trends, make proactive adjustments to campaigns, and improve the overall return on marketing spend. Predictive analytics is a key strength of AI in performance marketing. --- ### Are Google Ads Worth It? When and Why They Don't Work URL: https://www.taboola.com/marketing-hub/are-google-ads-worth-it/ Last Modified: 2025-06-30 08:57:43 Take a minute and ask yourself this question: When was the last time you intentionally clicked on a Google Ad? And did that click lead to a sign-up, purchase, or other action a marketer would care about? For many people, the only interaction they have with Google Ads is clicking them accidentally as they seek out other content, which inevitably leads to a bounce. To be fair, advertising via Google search ads was once an immensely powerful tool for marketers to use, and for many brands and businesses, it does still make sense. Google Ads allow highly specialized customization, letting you target specific audiences. They also have excellent metrics that let you track the success of an ad, and allow for easy control of an ad campaign’s budget. The issue is that said budget can quickly balloon, becoming too much for a company’s coffers. Even when Google Ads do yield initial success, all too often, marketers will see their campaigns plateau and then flame out as the channel gets exhausted. With all of that said, then, is Google Ads right for your next marketing campaign? Let’s look at the pros and cons to figure out if Google Ads is worth it in 2025. ## When and For Whom Do Google Ads Work? “‘Google Ads can be incredibly effective, but they’re not the right fit for every business, especially for small companies with tight budgets,” says Chris Coussons, CEO and founder of Visionary Marketing. “A lot of businesses dive into PPC (pay-per-click) thinking it’s a guaranteed way to bring in customers, but without the right strategy, it can burn through a budget quickly, with little return. The reality is that Google Ads work best when you have a clear offer, strong landing pages, and a well-structured campaign. Otherwise, you’re just paying for clicks that don’t convert.’’ So, when is Google Ads worth it? ### Companies That Have the Cash to Spend Cost per mille (CPM) refers to the amount of money a marketer has to spend to generate 1,000 impressions. With Google search ads, the average CPM is just under $40 at the time of this writing. That’s impressions, not conversions, mind you. Google can get your ads seen by a lot of people, but at a cost that starts high and can get ever more expensive if you’re in a competitive field. “Google Ads can get pricey!” warns Domante Gerdauske, digital advertising team lead at Omnisend. “If you’re an SMB (small or medium business) or on a budget, not having enough to spend on Google won’t leave you anything to optimize, and you’ll only manage to get a small fraction of the specific search market share.” ### Brands That Already Have a Strong Online Presence “Google Ads is best suited for well-established businesses with solid funnels and solid brand awareness,” says Maggie Swift, co-founder and CEO of Unframed Digital. In other words, a readily recognizable brand is much more likely to get a click, as users are already familiar with them. A smaller company that most customers have never heard of is unlikely to draw attention, even when its ads pop up near the top of a search page. ### Companies with a Clearly Defined Target Audience Google Ads can be a great marketing tool for brands that have a clearly defined customer. As these ads allow for so much customization, you can design them to be served to a narrower, much more targeted slice of the marketplace, potentially leading to a higher return on investment for the advertiser. ## Why Google Ads Won’t Work As mentioned above, Google Ads can get expensive, making them a poor choice for smaller outfits with limited budgets. I’ll expand on that below, but know that price is not the only reason Google Ads might not be the right choice for a given marketer. ### Brands That Have Small Budgets “The hard truth is that Google's auction model favors established players with huge budgets,” says Neal K. Shah, chairman of Counterforce Health and CEO of CareYaya. “For many firms, the keywords they need to target often cost between $20 and $100 per click, which makes their customer acquisition costs unsustainable. Yet we see countless promising startups pouring money into Google Ads because they're under the illusion that it's a viable go-to-market strategy. I've yet to see a single one of these companies succeed.” ### Marketers in Highly Competitive Fields If you’re trying to sell a very similar product or service as scores of other brands, Google Ads probably won’t help you do it. “In highly competitive businesses, the high cost-per-click (CPC) can swiftly deplete resources without producing long-lasting effects,” says Muhammad Ummar Rashid, SEO specialist at Digital Willow. When the playing field is packed, you need to stand out with more creative approaches to advertising and unique performance marketing tactics. ### The Relevant Keywords Are Common On a related note, if you’re trying to market something commonplace, like cookies or shoes, good luck seeing any ROI with Google Ads. “Competition for keywords is fierce,” says Nikita Khandheria, owner of Eria. “Broad terms like ‘bread’ or ‘crackers’ are dominated by larger companies with bigger budgets, making it difficult for small businesses to rank effectively. Unlike SEO, which helps build organic visibility over time, paid search doesn’t necessarily give you a competitive edge — it often just captures users who were already searching for you.” ### Brands That Need Fast Results Need to spread the word fast? Then don’t do it via Google Ads. “The truth is, Google Ads isn’t as plug-and-play as they make it seem,” says Stephanie Kaufman, founder and managing director at UPBEAT. “Google's algorithm needs time to learn and optimize ad performance — as does the human continuously managing and optimizing the campaign — and many small businesses don’t have the budget or bandwidth to wait it out.” Indeed, unless you’re using a tool that utilizes AI to optimize campaigns in real time, you’re always going to struggle to see fast results. ### Diminishing Results Due to Audience Fatigue Even for a company that has a robust marketing budget, Google Ads still might not be the best use of that cash. The reason is simple: If customers keep seeing the same ad popping up over and over again, eventually, it will stop being relevant, even though it's visible. Audience fatigue can mean you’re spending your money for no real reason, producing the same (lack of) results again and again with ever-diminishing returns on that investment. ## Key Takeaways “Google Ads is usually a costly gamble rather than a surefire growth strategy for small businesses with limited budgets,” reiterates Swift. “PPC advertising provides instant exposure, but it also has major drawbacks, such as increasing keyword competition, volatile prices, and no lasting effect once the budget exhausts itself. The majority of small businesses become victims of assuming that Google Ads would drive leads through keyword bidding, but with suboptimal landing pages, poor conversion funnels, and constant budget shifting, they spend money without driving long-term profits.” Unless your company has budgeting for a long-term ad spend and already has a well-established online presence, then, Google Ads is probably a poor idea. But just sticking to social media advertising isn’t a good idea, either — not these days, when those platforms are wildly crowded and their users are likely to fly right by most ads. AI-assisted and highly-targeted performance advertising can lead to much better results, maximizing conversion rates and making the most of a marketing budget. Google Ads may once have been the best place to find and attract leads, but now it’s better to meet your desired audience where they already are. ## Frequently Asked Questions (FAQs) ### Is it worth paying for Google Ads? It’s only worth investing in Google Ads if you can keep paying for them over the long run, if you don’t need quick results, and if you aren’t in a highly competitive field. “Google Ads can be very expensive and must be used strategically, especially when you’re a small business with a modest advertising budget,” says Lou Haverty, owner of Skid Retailer. “For smaller businesses, the best way to start out with Google Ads is by running small, targeted campaigns first and gradually expanding the campaign based on your results.” ### Is $100 enough for Google Ads? In most cases, no, $100 is not enough for a positive experience with Google Ads. “Google’s system cannot gather enough data with severely restricted budgets,” says Fergal Glynn, chief marketing officer and AI security advocate of Mindgard. “So, it’s possible that your ad won’t find the right audience.” ### What are the negatives of Google Ads? Aside from the obvious potential for wasted money — not to mention time wasted crafting a Google Ads campaign that doesn’t produce the desired results — there can be other drawbacks to Google Ads. The slow speed with which they begin to generate impressions is another major negative. It’s also a heavy lift to create a decent Google Ad, including keyword research, audience segmentation, schedule planning, and more. ### Is $500 dollars enough for Google Ads? $500 can be enough for some success with Google Ads, especially for a smaller business with very customized ads, or for a marketer who just wants to test the platform. But the efficacy of any Google Ads campaign depends on the industry, the marketer’s goals, and the level of competition for the target keywords. Highly competitive markets will require a larger spend than $500 to see meaningful results. --- ### 19 Affiliate Marketing Tools to Boost Conversions URL: https://www.taboola.com/marketing-hub/affiliate-marketing-tools/ Last Modified: 2026-01-13 10:23:32 Affiliate marketing is an important way you could be monetizing your content. It allows you to make money by taking a cut of any sales of products and services that you generate. In other words, if you write a product review, and someone follows a link to buy that product in your review, you make a cut — without the customer ever paying more. There are plenty of tools for affiliate marketers, and they all serve slightly different purposes. Some are designed to better optimize your website so it ranks higher in search engines and drives more sales. Others are aimed at helping you discover new content, and offer ways to improve your existing content. Still others are built to connect you with the companies that make the products you're promoting, ensuring you get a cut from as many products as possible. Curious about the best affiliate marketing tools to boost conversions? Here's what you need to know. ## 19 Tools Marketers Should Consider to Boost Affiliate Marketing Sales Tool Features Pricing Semrush Keyword research and analysis, competitor analysis, website audit. $139.95- $499.95 per month. Ahrefs Backlink analysis, competitor analysis, AI features. $29-$1449 per month. Amazon Associates Earn commissions on huge range of products, easy linking tools. Free. Skimlinks Large network of affiliate brands, free to join, easy to generate deep links. Free. Buffer AI content generation tools, social media scheduling, performance tracking. Free-$12 per month per channel. Google AdSense Ad units for different purposes, automatic ads. Free. Flippa Browse websites and brands that are for sale. Free. Realize Performance-focused AI for targeting and optimizing ads in real time, large suite of tools for producing and repurposing creative, landing page builder. No minimum. Recommendation varies with CPA goals. Bluehost Host your website at a low price with free SSL, domains, and more. Starts at $2.95 per month Affise Manage partnerships and analyze performance marketing campaigns. Unpublished. Omnisend Build and send email campaigns, create SMS campaigns. Free plan, pricing depends on subscriber count. Grammarly Check content for proper grammar, improve writing and vocabulary. Free - $12 per month. RankMath SEO Checks WordPress content for SEO, suggests improvements. Free, paid plans start at $6.99 per month. Hunter Finds professional emails quickly and easily. Free plan, paid plans start at $34 per month. Visme Creates content with great-looking graphics and charts. Free, paid plans start at $12.95 per month. AAWP Creates Amazon affiliate blocks in WordPress that update automatically. Starts at $6.58 per month. Surfer SEO Suggests SEO improvements to content, built-in content editor. Starts at $79 per month. DupliChecker Checks content for plagiarism. Free, paid plans starting at $10 per month. Pretty Links Shortens and organizes links on your WordPress sites. Free, paid plans start at $99.60 per year. ### 1. Semrush Pricing: $139.95 per month (Pro), $249.95 per month (Guru), $499.95 per month (business). Pros:  - It has an advanced toolset. - The interface is user-friendly. - Data is accurate and helpful. Cons:  - It's more expensive than some alternatives. Core to marketing content online is optimizing it for search, and Semrush is one of the best known search engine optimization (SEO) tools out there. Semrush offers all kinds of helpful tools that can help affiliate marketers ensure their content comes first on Google: There are keyword research and tracking tools, complete website audit tools with analysis on backlinks, and even tools that can compare your website to any competitors. The main downside? Semrush can be a little pricey, especially for beginners, but if you want arguably the best SEO tool on the market, it's worth paying for. ### 2. Ahrefs Pricing: $29 per month (Starter), $129 per month (Lite), $249 per month (Standard), $449 per month (Advanced), $1,149 per month (Enterprise). Pros:  - It has a huge backlink database. - Some plans offer a comprehensive historical data tool. - It has AI features that are getting better and more helpful. Cons:  - It's more expensive than many competitors. - It can be slightly complicated to get started with. Ahrefs is another SEO tool, but this one's focused a little more on links and backlinks than Semrush. In fact, it has a massive database of backlinks that it tracks, helping build a better picture of how backlinks impact search rankings. It also offers tools for things like keyword research and competitor analysis, and it can conduct a site audit and track your website's rankings over time. It's also somewhat pricey, and unless you run a highly specialized service you likely don't need both Ahrefs and Semrush. That said, it's worth paying for if you want a better idea of your website's SEO and how to improve. ### 3. Amazon Associates Pricing: Free. Pros:  - Its product database is bigger than anyone else’s. - It's very easy to get started with. - There's no fee to join the program. Cons:  - It has a short cookie window. - Commission rates are lower than some programs. Amazon is the largest retailer in the world, and with an Amazon Associates account, you'll be able to earn commissions on the vast majority of products listed on the site. It's easy to get started with, and easy to generate links using Amazon's own tools — though given its size, it's able to get away with offering lower commission rates than many other affiliate programs. Additionally, it has a short cookie window of 24 hours, which means that if a potential customer doesn't make the purchase within that time, you won't get a cut. Still, Amazon Associates is arguably the most important affiliate network for marketers, and at the very least should be one of the retailers that marketers make use of. ### 4. Skimlinks Pricing: Free. Pros:  - Large database of partner brands and services. - Tracks purchases reliably. - Easy, deep link generator tool. Cons:  - Not quite as simple as Amazon Associates. Skimlinks is another of the top affiliate networks out there. It works with a massive range of brands, allowing you to generate deep links to those brands' products and get a solid commission. In many cases, the commission you earn through Skimlinks will be higher than what you might earn through Amazon, too, making it a no-brainer for affiliate marketers. ### 5. Buffer Pricing: Free plan, $6 per month per channel (Essentials), $12 per month per channel (Team). Pros:  - Its interface is simple and intuitive. - It has helpful reporting and analytics tools. - AI features can help you create content. Cons:  - Its pricing can add up for lots of channels. Social media is an important part of any affiliate marketer's toolset, and Buffer can help you schedule, create, and track the performance of all of your social media posts. In recent times, it has added new tools that leverage AI to help you create more effective posts. Buffer offers excellent scheduling tools that can help you plan out your posts over time, ensuring that you're posting consistently. If you only have a few channels, it could be relatively inexpensive, though given the fact that it charges per channel, pricing can add up quickly. ### 6. Google AdSense Pricing: Free. Pros:  - It provides a second revenue source for your content. - It's easy to set up. - There's very little technical knowledge required. Cons:  - It takes a lot of traffic to generate meaningful income. - It can lower the quality of your website if overused. Affiliate marketing is a great way to earn money from your content, but it's worth ensuring you have other income streams, too. If you properly leverage SEO tools, your content will start ranking higher in search, which should result in more traffic to your website. Using Google AdSense on your site means the traffic that comes to the site will see ads, which you'll be paid for relative to the amount of traffic you get. It's free to use and pretty simple, too, though keep in mind that you'll want to avoid overstuffing web pages with ads, as it'll make your website appear lower-quality. Thankfully, you can set AdSense to automatically serve ads, and there are tools within AdSense to limit just how many ads it serves. ### 7. Flippa Pricing: Free for buyers. Pros:  - It has a huge selection of websites in all niches. - You can see how much money a website is making before you buy it. - It's easy to search through available websites. Cons:  - It's possible to fall for a website-selling scam. - High-income websites can get expensive. What if you don't want to go through the hassle of building a website from scratch? In that case, it may be worth considering buying an already established website from Flippa. Flippa is a marketplace for buying and selling established websites, some of which are already set up for affiliate marketing and are already generating substantial revenue. Of course, you'll have to pay for a website that's generating a lot of money, but every now and then you might be able to find a gem. Not to mention you could find a website that fits your expertise perfectly, allowing you to get started in affiliate marketing without going through the hassle of starting from the beginning. ### 8. Realize Pricing: No minimum spend — pricing recommendation varies with CPA goals. Pros: - It helps drive conversions by ensuring you reach the best, most appropriate audience. - You’ll get access to proprietary first-party data. - There are lots of creative tools to help you both create and optimize assets. Cons: - It’s not suitable for all niches. If you’re interested in leveraging advertising for your affiliate marketing campaigns, then realize could be a game-changer. A performance marketing-focused tool for advertisers, Realize combines multiple tools into one helpful platform, boasting features that you won’t find anywhere else. Notably, you’ll get helpful creative tools and AI assistance that can help you build and optimize your campaign, ensuring that you’ll drive up conversions and reach the right audience. Drawing from over 17 years of first-party data — data that you won’t find on any other platform — Realize supports a range of ad formats, and provides helpful analytics tools to assist you in refining your ads over time for the best possible result. ### 9. Bluehost Pricing: Starts at $2.95 per month. Pros:  - Its plans are relatively affordable. - It includes free SSL, SSD storage, and more. - Your domain name is free for the first year when you get hosting. Cons:  - Prices go up when it's time to renew. Even before you get started with affiliate marketing, you'll likely need to create a website for yourself, in which case you'll need a domain name and a hosting service. I recommend Bluehost for this as it's highly affordable and offers a range of helpful features. When you get hosting, you'll get your domain for free for the first year. Not only that, but Bluehost includes free SSL security certificates and web storage, and it has tools for things like migrating a WordPress site. ### 10. Affise Pricing: Unpublished. Pros:  - It has ultra-helpful dashboards. - It includes automation tools that can lessen your workload. - It's customizable and has an API for integration. Cons:  - It can get expensive for smaller businesses. - It has somewhat of a learning curve. Affise is a marketing platform designed to help affiliate marketers automate relationships with their partners. It has analytics tools for all your different marketing channels and dashboards, which can take all of that data in and present it in a way that's easy to understand and act upon. Not only that, but the platform lets you automate repetitive tasks and integrate popular tools with its API, as well as offering a helpful fraud prevention service that helps marketers secure their ads on a click level. Affise doesn't publish its pricing anymore, but third-party reports note that its Affise Performance service starts at $499 per month. ### 11. Omnisend Pricing: Free up to 250 subscribers, ranges beyond this depend on number of subscribers. Pros:  - Its drag-and-drop email builder works well. - It supports both email and SMS marketing. - It has helpful A/B testing tools. Cons:  - Its reporting tools aren't the most robust out there. - SMS costs extra. Email marketing is still a hugely important tool for affiliate marketers. Omnisend is a great way to leverage the ROI provided by email marketing, since it’s built for those who want to sell online and comes with a range of tools that can help you promote products effectively. You can use it to build email lists with embeddable forms and timed pop-ups, and it even has a dedicated landing page tool. Additionally, it lets you send messages across email, SMS, and push notifications, meaning that it can extend beyond email marketing alone. ### 12. Grammarly Pricing: Free for basic tools, $12 per user per month for Grammarly Pro. Pros:  - It's excellent at pointing out spelling and grammar errors. - It can help you refine your writing tone and suggest better vocabulary. - Grammarly Pro has a built-in plagiarism checker. Cons:  - Grammarly Pro can get a little pricey. - It can sometimes get in the way of creative writing. - There are privacy concerns around how much it can see. Writing good content is core to affiliate marketing, and good content is free of errors and as polished as possible. Grammarly can help you polish up your writing by pointing out mistakes, offering tips to improve your writing, and more. It's perfect for those who aren't necessarily the strongest writers but are excellent affiliate marketers, and it'll offer helpful tips, such as better vocabulary to use. Plus, it integrates with your browser, Google Docs, and other services, eliminating the need to copy and paste text between tools. Of course, you'll need to decide when its suggestions are actually useful, but although you never have to take action on its suggestions, they're still handy to have. ### 13. RankMath SEO Pricing: Free plan, paid plans start at $6.99 per month. Pros:  - Its free version offers a range of helpful features. - It has a clean interface and is easy to use overall. - It has a powerful Schema generator. Cons:  - There is a bit of a learning curve for beginners. RankMath SEO is another great SEO tool that's designed to help ensure your content ranks as highly as possible. It's perhaps the best SEO-focused WordPress plugin out there, thanks to how in-depth it is: It will automatically go through all of your content and then offer suggestions on how it could be improved for better SEO. It's relatively easy to use, too, although considering how feature-rich it is, some beginners might find it a little overwhelming. ### 14. Hunter Pricing: Free plan, paid plans start at $34 per month. Pros:  - It's a very reliable email-finding tool. - It has a simple interface and is easy to use. - Hunter Campaigns lets you send emails at scale. Cons:  - The pricing can get a little high for smaller businesses. Hunter is designed for those who want to quickly and easily find professional emails, especially those tied to domains and professional services. All you have to do is type in a name and their company name, and it'll help you find professional emails in seconds, which could come in handy for making those business connections. Not only that, but Hunter also offers the new Hunter Campaigns tool, which helps you build and personalize your cold emails, then send targeted emails at a larger scale. You can easily manage replies and track opens, which could in turn help you continue to build your business. ### 15. Visme Pricing: Free plan, paid plans start at $12.25 per month. Pros:  - It's an all-in-one content creation platform. - It's well-designed and very easy to use. - Its free plan is highly comprehensive. Cons:  - Its mobile services are limited. Building great affiliate marketing campaigns usually involves creating a lot of content, and Visme is the all-in-one content toolkit that can help. Visme offers a range of tools for creating documents, but also graphs, charts, and other helpful visualizations that can accompany your content. Even better is the fact that it has a great free plan that lets you create unlimited projects, and includes a huge range of templates, support, and more. ### 16. AAWP Pricing: Starts at $6.58 per month. Pros:  - The plugin automatically updates as pricing changes. - It comes with a number of templates for customization. - It can geo-target to send users to the correct Amazon store. Cons:  - You'll need to get Amazon API access to use it. Like it or not, Amazon is a major part of modern affiliate marketing, especially for those trying to market products (rather than services or software). AAWP, or Amazon Affiliate Wordpress Plugin, lets you quickly and easily create product cards, which can then automatically update through the Amazon API, to show up-to-date pricing and other information. It can even geo-target to send users to the correct Amazon store, and it boasts a range of templates for those who want to customize how products are presented. ### 17. Surfer SEO Pricing: Starts at $79 per month. Pros:  - Uses data to tell you exactly how to improve your content. - It has a built-in content editor. - It integrates with services like Google Docs and WordPress. Cons:  - It's expensive. - Its huge range of tools can feel overwhelming. Surfer SEO is an SEO tool that makes it easy to create content like blog posts, articles, and more, with only a few clicks. Surfer SEO offers powerful SEO auditing tools that can be used to check your current content, and analyze how you could improve it to rank better in search. Not only that, but Surfer SEO can detect low-quality pages, plagiarism, and more, which can come in handy. ### 18. DupliChecker Pricing: Free basic tools, paid plans start at $10 per month. Pros:  - It lets you check for plagiarized content for free. - You don't have to sign up to start using it. - You can paste text, use links, or upload files. Cons:  - The website itself is dated and has a lot of ads. Plagiarized content is a huge red flag for search engines, and if you want to rank well and convert more sales, you'll want to avoid it like the plague. That's where DupliChecker can come in handy. It’s worth leveraging for all kinds of content-makers: If you have a team of writers, you want to make sure they're not cutting corners, but even if you're the only one writing content, it's worth running it through DupliChecker — after all, you could have written similar-sounding content as something else by accident, or perhaps you subconsciously re-wrote content you read during your research. ### 19. Pretty Links Pricing: Free with basic features, paid plans start at $99.60 per year. Pros:  - It makes it easy to shorten and organize links. - It has built-in click tracking. - There's a free plan to get started with. Cons:  - The free version is a little basic. - Not the best outside of WordPress use. WordPress users will want to ensure that their affiliate links are as organized as possible, which is where Pretty Links comes in. A WordPress plugin that makes it easy to create shortened and custom links, it lets you manage those affiliate links in one place. Not only that, but it can track clicks, and help you find any broken links on your website, so you can fix them easily. ## How to Choose the Best Affiliate Marketing Tool ### Set Specific Goals It's a good idea to set goals for what you want from the tools you pay for. If you're looking for ways to improve your website's search rankings, you should look mostly at SEO-related tools, like Semrush and Ahrefs. If you're looking for ways to improve your presence on social media, look at tools that can help you create and schedule social media posts. There are tools for all aspects of affiliate marketing. ### Avoid Overlap Just because you want to improve your SEO doesn't mean you should rush out and subscribe to all the SEO tools you can find. Many tools do the same thing, and there's no point in paying extra for additional tools that won't help you. Not only that, but you probably don't need tools that overlap with your expertise. If you're already a backlinking expert, maybe you only need tools that focus more on keyword analysis. ### Work With the Brands in Your Niche When looking for affiliate networks, make sure you research which networks are used by the brands you often write about. Most brands only use one or two affiliate networks, and you don't want to sign up to a service like CJ Affiliate only to find that none of the brands you want to promote actually work through CJ Affiliate. There are a number of affiliate networks out there, and you don't have to limit yourself to one, but at least ensure that you sign up to the ones most useful for you. ## Best Practices to Leverage Affiliate Marketing Tools ### Remember That Tools Work for You, Not the Other Way Around Don't let SEO tools dictate everything about your content. Your content is unique because of the perspective you have on your niche, and while SEO can help you get the word out, don't change everything about your content just because SEO tools told you to. You want to ensure that your content is unique and still matches your style, while simultaneously better fitting search engine expectations. ### Be Consistent While affiliate marketing tools can help you refine certain aspects of your business, they can't actually do the work for you. Make sure you're consistent with the content on your website or the social media channels you use. You could have the most-optimized piece of content on a particular subject, but it'll still rank poorly if your website isn't established, and that takes time. That goes for using things like affiliate networks, too: Check commission rates and brand presence on different networks regularly to ensure you're getting the best rates possible. ## Key Takeaways There are tons of affiliate marketing tools out there, and they're not all created equal. It's worth ensuring, however, that you have solid tools for things like SEO, social media, and so on. And, make sure you sign up to any and all affiliate networks that could actually help you make money — especially when it comes to products and services that you use regularly. ## Frequently Asked Questions (FAQs) ### Can you make $10,000 a month with affiliate marketing? Yes, but it might take a while. You'll need to build an established brand over time, consistently outputting high-quality content and creating a big presence on social media. Hitting $10,000 per month is possible, but you'll have to be very patient, and very dedicated, to get there. ### Can you make $100 a day with affiliate marketing? Yes, but again, this takes time. It won't take quite as much time as hitting $10,000 per month, but even $100 per day can take a while to reach, and you'll still need to ensure you're consistent with your content and ensure every single link to a product runs through an affiliate network. ### How can you use native advertising for affiliate marketing? Native advertising can help supercharge affiliate links. As an affiliate marketer, you could use a native advertising network to generate sales from affiliate links, as long as you find products that have solid conversion rates and good commissions. --- ### How To Build an Audience From Scratch: Tips for Success URL: https://www.taboola.com/marketing-hub/how-to-build-an-audience/ Last Modified: 2026-06-22 08:34:09 Social media seems to get more unpredictable with each passing year. In 2025, marketers are dealing with increased competition, ever-changing algorithms, and users craving endless short, snackable content. All that said, social media remains one of the best ways to find new customers. If organic growth is your goal, it’s important to create a strategy that reaches social media users in the way that works best in 2025. This guide will walk you through how to build an audience from scratch online. ## 6 Steps to Build Your Audience When you start out, social media marketing can feel like you’re standing on a stage, staring out across an empty auditorium. Filling those seats takes time, but a targeted approach can help ensure you not only have a following, but that your following is engaged. The below steps will help you target and attract the right social media followers. ### 1. Set a Goal U.S. consumers have more than a dozen prominent social media platforms at their disposal, and that presents a challenge for marketers. Justin Mauldin, founder and CEO at Salient PR, explains that in 2025, your first step in building an audience should be knowing why you exist as a brand. Think of it as an overarching mission, with all your messaging laddering up to that. “Define a purpose — something bigger than a product or service — that shapes every piece of content you put out into the world,” he recommends. “When you’re just starting out, you can’t be everything to everyone. Focus on a specific group, find out where they hang out online, and show up there consistently with valuable, insightful, and authentic content.” ### 2. Identify Your Target Audience Your target audience should drive your strategy, so it stands to reason that you’ll need to identify that audience early on. As marketing, branding, and revenue strategist Wendy Shore points out, your target audience shapes everything, from your messaging to the platform where you’ll focus your time and energy. “Different audiences engage on different platforms, so knowing who you're speaking to helps you show up in the right place with the right message,” Shore explains. “For example, if you're targeting small business owners or job seekers, LinkedIn is likely the best platform. If your audience is mompreneurs, Instagram might be a better fit. The key is understanding where your ideal audience spends their time and focusing your efforts there.” ### 3. Pick a Platform Where you post matters as much as what you post. Your strategy should be different from one platform to another since, as mentioned, social media demographics vary so dramatically. If you’re posting videos to Instagram, for instance, you’d likely keep in mind that the audience skews younger than Facebook. Aniket Mishra, founder at Born21 Media, suggests choosing just one platform and dominating it. For B2B businesses, he recommends LinkedIn, since most decision-makers are on that platform. B2C businesses should consider Instagram and TikTok, which bring a higher chance of virality and faster growth. “As a small business owner, you don’t have the marketing budget to go wide,” he explains. “So, spend less. Pick one platform based on where you think your audience might be and start creating there.” ### 4. Create the Right Content It’s important to keep your overall goals in mind with each piece of content you create. If your goal is to gain followers, Shore recommends creating content with the intent of going viral, even if that content doesn’t relate to your business. But if you’re going for sales, she stresses the importance of making “edutaining content,” which is content that engages customers while also educating them. You should also add a clear call to action at the end of each edutaining post. “A smaller, engaged audience is far more valuable than a large audience that followed you for a cat video,” Shore stresses. “Track the right metrics — are people reaching out? If they are, your content and call to action are working.” ### 5. Incite Action No matter what type of content you’re creating, if it doesn’t lead to action, it won’t help you reach your goal. A good call to action incites clicks by communicating exactly what you want someone to do next. “Claim your free offer” or “get started now” are both simple, straightforward calls to action that encourage clicks. “A common mistake is forgetting the call to action, or giving too many,” Shore adds. “Keep it simple. Lead your audience to one offer, not multiple.” ### 6. Engage Social media marketing can all too easily become a one-way conversation, but as Shore points out, adding followers is only part of the equation. You should also focus on building relationships with those followers to ensure long-term loyalty. “They say content is king, but commenting is queen,” she urges. “Engaging with other people’s posts helps you build real connections — conversations that lead to chatting in the DMs, virtual coffees and, eventually, business opportunities. You need to take the conversation offline. That's where the real magic happens.” ## Building an Audience vs. Finding Clients: Key Differences Every business needs customers, but the work you do to entice people to buy your products is different from what you do to build a social media following. Here are some key differences between these two goals. ### Direct vs. Indirect Sales Whatever your marketing strategy, your goal is likely to make money. Whether you sell products or services, you want to bring people into your ecosystem who will eventually buy from you. But as Shore explains, building an audience is a more indirect way to achieve that goal — think of it more as a long-term strategy focused on attracting and nurturing a group of people who find value in your content. “The focus is on creating content that provides insights, education, or entertainment, keeping people engaged over time,” she says. “It’s about building trust and relationships rather than making an immediate sale. These are people who may not be ready to buy now, but follow you for the value you provide — and hopefully, over time, some will convert into clients.” When you’re working to earn a new customer, though, you’ll attack it in a more direct manner. This means your marketing efforts are solely focused on sales rather than building and fostering a community. “Instead of broad visibility, the goal is to identify the right people and move them toward a buying decision,” Shore says. “The key is clarity — knowing the one problem you solve and ensuring you’re speaking to the right audience. You’re looking for people who are ready to take action now.” ### Connection Depth Although building an audience and finding customers are related, Mauldin reiterates that they aren’t the same. Your audience will grow around your brand as they see real value in your content. Although finding customers can be more immediate, the exchange is more transactional. “The tone is different,” he explains. “When you speak to an audience, you’re building trust and relationships. When you speak to potential customers, you’re often zeroing in on the immediate benefits of buying or signing up.” ### Success Metrics You’ll look at certain factors when you’re building a social media audience. These include: - Follower/subscriber growth: How many new followers and subscribers did certain posts bring? - Engagement rate: How many likes, comments, and shares are you getting? - Click-through rates (CTRs): How many clicks is a particular piece of content getting? - Tags: Are people tagging you in their social media posts? When you’re acquiring new customers and clients, your metrics will be different — you might look at conversions instead of CTRs, for instance. When people click on a piece of content, do they actually buy? “A large audience alone doesn’t generate revenue,” Shore says. “In fact, you can build a highly profitable business with just 1,000 engaged followers.” Sprout Social and Hootsuite are both great tools for tracking social media performance. Google Analytics is a free tool that can complete the picture by helping you compare your paid and organic efforts. ## Key Takeaways In 2025, the competitive social media landscape means brands must work even harder to gather followers. The first step is to know your goal and identify the type of consumers who are interested in what you’re offering. Then you can create a strategy that doesn’t just attract large numbers of people, but helps you connect with your customers and build a highly engaged online following as well. ## Frequently Asked Questions (FAQs) ### Building vs growing your audience: What are the differences? If you're building an audience from scratch, your strategy will dramatically differ from the strategy you choose when you’re growing an existing audience. Mishra explains that building an audience is establishing long-term trust. “Building an audience is about educating, entertaining, or inspiring for free,” Mishra explains. “Free is the key. There is no hard sell involved: You’re providing a value-first approach with your content to attract a cold audience and become the go-to expert/thought leader in your industry.” After growing your audience, you’ll focus more on direct monetization. Mishra says a content strategy is important with this approach. “This is also the bottom of the funnel content where you try to solve core issues the audience faces and then subtly insert your product/service, showcasing how that solves the issues,” Mishra advises. “This is focused on ‘conversion’ and not on ‘engagement’ like audience building. A good framework to follow is 70% audience building content and 30% selling content (finding new customers). One attracts a cold audience, the other converts the cold audience into warm and then to the sales.” ### What are the four main things we should use when defining an audience? Experts look at four major segments when defining consumer markets. They are: - Demographic: This refers to the statistical makeup of your audience, including details like age, gender, nationality, and education level. - Geographic: The physical location of your target customers plays a large role in how you market. Geography includes whether they’re rural or urban, their nearby amenities and resources, and the typical climate of their physical location. - Psychographic: Unlike demographics, this characteristic refers to the psychological makeup of your target audience. This includes your audience’s lifestyle habits, personal interests, moral values, and attitudes. - Behavioral: What type of products does your target audience typically purchase? Which brands earn their loyalty? What are their typical product usage habits? “Building an audience takes time, and with so much noise, it’s harder than ever to get eyes on your content,” Shore says. “Don’t get discouraged. Everyone starts with zero followers. Most people give up — the key is to show up consistently.” ### How do you build an audience on Instagram? Instagram is popular with advertisers thanks to its high population of adults between the ages of 25 and 44, and its visual setup. But building an audience can take months of effort, so it’s important to know your plans from the start. Carradean Farley, co-founder at Periscope Media, recommends focusing on planning and strategy, which means conducting research on your target audience and scripting videos to match. “Then, it’s about making enough content so the business owner has a big enough data set,” continues Farley. “This allows them to analyze what was successful and what wasn't, replicate what was successful, and continue that loop to continue to grow. A lot of this learning can be done by analyzing the two to five biggest players in a respected niche and see what they’re creating content about, what their hooks are, what their scripts are, and what their editing style is, then replicating what’s successful until a business owner has enough experience to put their own spin on it.” --- ### AI in Digital Marketing: Definition, How to Use It in Your Strategy URL: https://www.taboola.com/marketing-hub/ai-digital-marketing/ Last Modified: 2026-01-05 08:38:41 You might be nervous about using artificial intelligence (AI) in the workplace, given everything you’ve heard about this new technology coming to take everyone’s jobs away. While it’s true that AI will change how people perform jobs across all industries, most experts agree that your best strategy to deal with AI is not to fight it, but to harness its considerable power. If you’re in the field of digital marketing, you’re actually one of the lucky ones. Stay ahead of the game with the five leading trends in AI marketing for 2025. ## What Is AI in Digital Marketing Artificial Intelligence (AI) in digital marketing refers to the integration of AI technologies—such as machine learning, natural language processing, and data analytics—into marketing strategies: AI marketing tools analyze data, automate processes, personalize experiences, and optimize marketing strategies. They help businesses enhance customer engagement, increase efficiency, and improve campaign performance. Think of it as your personal assistant, not as your boss! Below, you’ll find tips and advice on how best to use AI in digital marketing. But lets first define what is AI in marketing. ## Different Ways AI is Used in Digital Marketing Let’s look at how a digital performance advertiser can use AI in nearly every step of the marketing process. ### AI-Powered Creative Generation To combat creative fatigue, marketers now use AI-powered creative tools like the GenAI Ad Maker. This framework is trained on proprietary marketing objectives and network trends to swiftly generate original assets that have higher approval rates and better performance tailored to specific objectives. ### AI Audience Creation and Targeting Moving beyond manual interest lists, AI audience creation leverages predictive modeling to find untapped high-converting users. AI Audience Targeting uses Performance AI to analyze over 30 million signals per second, matching your content with engaged users across the network based on real-time behavior rather than just static demographics. AI predicts content trends and recommends topics that will perform well in a couple of useful ways: - By analyzing historical data, audience behavior, and competitor performance, AI can identify patterns and suggest high-engagement topics tailored to specific audiences. - AI can refine content recommendations over time by continuously learning from user interactions, ensuring that the suggested topics align with evolving interests and industry shifts. ### AI Performance Campaign Optimization Real-time AI performance campaign optimization removes the need for constant manual monitoring. Smart bidding strategies, such as Maximize Conversions, use real-time signals to adjust bids for optimal scale, while AI campaign optimization recommendations from assistant tools help identify budget reallocations for improved ROI. ### AI Campaign Setup and Onboarding AI dramatically lowers the barrier to entry for new performance marketers. Tools like ABBY, a Gen-AI performance expert, provide an AI campaign onboarding wizard that applies platform best practices automatically. This ensures that AI campaign setup is error-free, assisting with media planning and budget advice right from the start. ### AI Campaign Troubleshooting and Conversion Lift When campaigns stall, AI campaign troubleshooting provides real-time fixes for issues like creative rejections or tracking gaps. By automating these technical hurdles, advertisers see a significant AI Conversion Rate lift, with tools like Predictive Audiences delivering up to a 23% uplift in CVR and 1.25x more conversions per dollar spent. ### AI for Content Marketing AI can enhance content marketing by automating content creation, optimizing strategy, and personalizing engagement. - Content creation: This is the low-hanging fruit, and the aspect you’ve most likely already experimented with. AI tools can generate blog posts, social media content, and ad copy quickly. It can also create charts, data visualization, videos, graphics, and infographics. - SEO: AI can optimize your content by identifying keywords and rewriting text for better rankings. It can also help you come up with SEO-friendly headers. You can refresh old content with AI-suggested improvements instead of always creating new material. - Content personalization: AI can tailor content to different audience segments for better engagement. It analyzes user behavior by tracking their activity on the site, and suggests personalized recommendations for further reading, products, or newsletters they can sign up for. ### AI for Customer Support (Chatbots) Chatbots get a bad rap, but they’re much more sophisticated than they used to be, and much better at guessing what the customer wants in fewer steps. AI-powered chatbots can make digital marketing easier by doing the following: - Interactive engagement, even with a bot, keeps users on the site longer. - They help siphon the most frequently asked questions, automating the straightforward ones and determining which need human intervention. - They collect user data. ### Ai in Social Media Social media management is both an art and a science. No matter how brilliant your social media manager is with the former, AI can always help with the latter: - Optimized posting times: AI evaluates user activity and engagement patterns to recommend the best times for posting, ensuring maximum visibility and interaction. - Automated scheduling and consistency: AI-powered tools help schedule posts across multiple platforms in advance, ensuring a consistent content flow without manual effort. - Content generation and hashtag suggestions: AI can craft compelling captions, recommend trending hashtags, and even generate image or video content ideas that align with audience interests. It can also optimize the posts, depending on the venue. For example, I asked ChatGPT the following: “Boylston Farmers' Cooperative, a collection of Massachusetts-area farms, is going to start offering baked goods. What is the best social media text to use for posting in X, Instagram, and LinkedIn?” (Note: Boylston Farmers’ Cooperative is a fictitious business.) This was its reply: Here are platform-optimized social media posts for X (Twitter), Instagram, and LinkedIn: X (Twitter): 🚨 Exciting news! 🚨 Boylston Farmers' Cooperative is now offering freshly baked goods made with locally sourced ingredients! 🥖🍪 Stop by and taste the difference. #SupportLocal #FarmFresh Instagram: 🌾🥖 Big News! We’re bringing freshly baked goodness to Boylston Farmers' Cooperative! 🍞✨ From rustic breads to delicious pastries, every bite is made with love and local ingredients. Come taste the farm-to-table difference! 📍 Find us at 🛒 Shop fresh, eat local! #BoylstonFarmers #FarmFreshBaking #SupportLocal LinkedIn: Boylston Farmers' Cooperative is expanding our offerings! In addition to farm-fresh produce, we’re now baking up delicious, locally sourced baked goods for our community. From hearty breads to sweet treats, everything is crafted with care and the finest ingredients from our Massachusetts farms. We’re excited to share this new chapter with you—stop by and experience the taste of fresh, farm-to-table baking! 🍞🌾 #FarmFresh #LocalBaking #SustainableFarming Not bad, right? ## AI in Digital Marketing: Pros/Cons Pros Cons Enhanced personalization. May noticeably lack the human element. Automation and efficiency. Data will sometimes need double-checking. Data-driven decision-making. Privacy concerns. Improved customer support. ## Benefits of Implementing AI in Digital Marketing As with any disruptive technology, AI should be approached with both optimism and caution. In order to make it work for you and not against you, it’s wise to be cognizant of both what it can and can’t do, from a digital marketing perspective. ### Enhanced Personalization - AI analyzes user data to deliver highly personalized content to catch user attention, improving engagement and conversion rates, making it efficient when integrated in your performance marketing strategy. - AI can also predict future customer behavior and preferences, allowing marketers to proactively tailor campaigns to anticipate customer needs. ### Automation and Efficiency - AI automates repetitive tasks like email marketing, chatbots, and ad placements, saving time and reducing costs. - It streamlines workflows by scheduling and managing social media posts, A/B testing, and campaign tracking, without manual intervention. ### Data-Driven Decision-Making - AI processes large datasets quickly, providing valuable insights for optimizing campaigns and predicting trends. - It identifies patterns and correlations in customer behavior, enabling marketers to make informed, real-time adjustments to strategies. ### Improved Customer Support - AI-powered chatbots and virtual assistants offer 24/7 support, enhancing user experience and response times. - They can handle multiple queries simultaneously, providing instant solutions and freeing up human agents for more complex issues. ## Drawbacks of AI in Digital Marketing ### Lack of the “Human Touch” - While AI can generate quality content, it can often read as generic and boring. This is why it’s important to think of AI-generated content as a rough draft created by a competent and efficient — but not imaginative — employee. - AI is so powerful that it’s easy to forget that it completely lacks emotions, including empathy. Sometimes, AI-generated content can come across as impersonal and even offensive. ### Dependence on Data Quality - There’s an old saying dating back to the earliest days of computer programming: GIGO (Garbage In, Garbage Out). AI’s effectiveness depends on high-quality, accurate data, meaning that poor or biased data can lead to incorrect insights. - “Hallucinations”: AI is still in its early days, and it has plenty of kinks to work out. One of the most mocked glitches are “hallucinations” — instances where generative AI tools like ChatGPT and DeepSeek give answers that either don’t make sense or are simply factually incorrect. ### Privacy Concerns - AI relies on mining user data for insights, raising concerns about data privacy, security, and compliance with regulations like GDPR. - AI-driven tools often track and analyze user behavior across multiple platforms, raising questions about transparency. A site might promise, “We won’t share your data with anyone,” but this is a vow that’s become increasingly harder to keep. ## Real Examples of AI in Digital Marketing ### Netflix “Today’s Top Picks for You”: Your Netflix home page will contain several different categories of suggested content. Some are simply different genres — action, sci-fi, romance — but others are more granularly tailored to your own tastes. These will fall under headings such as “Today’s Top Picks for You” or “Because you watched .” These suggestions are based on its top-secret AI algorithm that stores all your previous actions — not just which shows you watch, but where you paused, which scenes you watched more than once, and what you watched immediately before and after. Also worth discussing is the “Bandersnatch” Experiment: This is one of the most famous recent examples of interactive storytelling. Back in 2018, season five of the popular dystopian series “Black Mirror” included a much-hyped episode that allowed the viewer to choose their own adventure at various points in the story. At one point, for example, you could decide whether the point-of-view character Stefan should “throw tea over computer” or “shout at Dad.” Each decision leads to a different branch of the story. A technology policy researcher at University College London looked into Netflix’s motivations, and published his findings on X (formerly Twitter). He discovered — no surprise here — that the streaming giant was storing away your Bandersnatch choices for future use. ### Amazon and Walmart’s Dynamic Pricing Have you ever noticed while shopping on the Amazon or Walmart sites that the prices seem to fluctuate, and some seem to be arbitrarily marked down? This is due to a practice known as dynamic pricing, whereby an item’s price can depend on real-time supply and demand and the user’s own purchasing or browsing history. This practice is highly controversial. In fact, in 2024, U.S. Senator Sherrod Brown (D-OH), chairman of the Senate Committee on Banking, Housing, and Urban Affairs, wrote open letters to the CEOs of those two companies, criticizing them for using customer data to adjust prices. ### Customer Loyalty Programs From Starbucks to Target to Marriott, big companies discovered long ago that customer loyalty programs are the gift that keeps on giving. Not only are they effective in retaining customers — who wouldn’t want a 10% discount, after all — they allow for easy data collection, which is then used to suggest other products and services. For example, someone who books a hotel room in Aruba will probably start to get special offers on hotels in St. Croix. ### Campaign Setup and Management You might not know it, but many SMBs are also using AI to help set up, manage, and optimize their campaigns. Abby by Taboola — an industry-first generative AI technology — works to guide marketers and advertisers through the process in a helpful, conversational way, answering questions and providing guidance on budgeting, strategy, image and caption creation, and more. ## What Are the Most Common Skills Used in AI-Driven Digital Marketing? To excel in AI-driven digital marketing, professionals need to develop certain skills to harness the power of AI while crafting impactful campaigns, such as: ### Data Analysis and Interpretation The ability to collect, analyze, and interpret large datasets is crucial. Marketers must understand how to use AI tools to extract actionable insights and make data-driven decisions. ### Technical Proficiency with AI Tools Familiarity with AI-powered platforms like Google Analytics, HubSpot, or Jasper AI is essential. Marketers need to know how to use these tools to automate tasks, optimize campaigns, and generate insights. ### Strategic Thinking and Creativity While AI handles data and automation, marketers must think strategically to design campaigns that resonate with audiences. Creativity is key to crafting compelling content and innovative strategies that stand out in a competitive landscape. ## AI Digital Marketing Tools Below are a few solutions from the list of the best AI marketing tools out there, designed to help marketers automate tasks, deepen customer insights, and ultimately drive better results. ### Social Marketing AI: Hootsuite While primarily known as a social media management platform, Hootsuite’s AI-driven features can suggest the best times to post, curate content, and even provide sentiment analysis for better community management. It’s ideal for marketers looking to streamline social media workflows and measure ROI. ### Content Marketing AI: ChatGPT Offering advanced generative text capabilities, ChatGPT can serve as a versatile copywriting tool for marketers. You can leverage it to quickly generate draft copy for email campaigns, ads, or blog posts. ChatGPT’s SEO plugin by SERPstat is particularly useful for investigating keywords, domain metrics, and backlink data. ### AI Automation: Marketo and Adobe Sensei Embedded within the Adobe suite of marketing tools, Adobe Sensei delivers predictive analytics, automated insights, and personalization features. It can automatically tag and categorize assets, predict ad performance, and help segment audiences. Marketo’s impressive analytics and reporting features, meanwhile, are helpful for optimizing your campaign and adjusting your strategy based on the available data. ## Key Takeaways From automating repetitive tasks like email marketing and social media scheduling, to delivering hyper-personalized customer experiences, AI helps marketers save time and improve engagement. That said, AI works best as a complement to human creativity and strategic thinking, not a replacement. AI offers many benefits, but it lacks emotional intelligence and can produce generic or impersonal content. Additionally, privacy concerns and data security remain significant challenges. ## Frequently Asked Questions (FAQs): ### Is AI going to replace digital marketing? No, AI is not going to replace digital marketing. Digital marketing is still all about anticipating and meeting customer’s needs, which requires human judgment. While AI can automate tasks, analyze data, and optimize campaigns, human creativity, empathy, and strategic thinking remain essential for crafting compelling messages and building genuine customer relationships. The more you know how to harness the power of AI, the more empowering it will be for you. ### How do you start AI digital marketing? To start AI digital marketing, familiarize yourself with AI tools like Google Analytics, ChatGPT, and Abby. Learn the basics of data analysis and machine learning, and experiment with automating tasks like email campaigns, social media scheduling, and content personalization. Begin small, test strategies, and scale as you gain confidence. ### What is the best example of AI in marketing? As mentioned above, one of the best examples of AI in marketing is Netflix’s recommendation engine. By analyzing user behavior, viewing history, and preferences, Netflix delivers highly personalized content suggestions, significantly improving user engagement and retention. Netflix reports that in recent years, viewers have watched nearly 100 billion hours on its platform during a six-month period, so they must be doing something right when it comes to using AI analytics to anticipate their customers’ behaviors. --- ### 8 Top Performance Marketing Trends for SMBs To Know in 2026 URL: https://www.taboola.com/marketing-hub/performance-marketing-trends/ Last Modified: 2026-03-08 13:46:13 The ever-expanding world of data analytics means that businesses have unprecedented access to information in 2026. But, this access comes with increasing pressure on SMBs to monitor analytics in real time and make decisions based on that information. For that reason, performance marketing is continuing to rise in popularity. By working with marketing companies and advertising platforms, marketers can turn over their campaigns to experts, only paying for results. As technology and consumer behavior continue to evolve throughout 2026, SMBs must keep an eye on current performance marketing trends to make the most of their marketing efforts. ### What’s changed in our 2026 update: - 50% of the listed trends are new for this update. - All entries include updated and current information, advice, and stats. ## 8 Best Marketing Trends SMBs Should Follow in 2026 ### 1. AI-Driven Optimization With Human Guardrails Artificial intelligence (AI) has already transformed marketing, and in 2026, it’s become a standard part of performance optimization, rather than simply a competitive advantage. Today’s AI tools can analyze vast data sets, adjust bids, allocate spend, and optimize creative delivery in real time. However, automation alone is no longer enough. SMBs are finding their best results by combining AI-driven optimization with human oversight: Strategic testing, creative judgment, and business context are still essential for campaign success, particularly as AI platforms increasingly optimize toward volume rather than true incremental value. Technology that helps maximize your campaigns using AI can also be a big help. Not only will you only pay for results, you’ll get more for each dollar you spend. ### 2. AI-Powered Personalization Across the Funnel AI has made it easy for marketers to fine-tune their marketing, tailoring their messaging to specific audiences. In 2026, personalization goes beyond segment-based targeting and extends across the entire funnel, from first touch to conversion. Rather than relying on static audience definitions, marketers are using AI technology to deliver messaging based on real-time signals, behavioral patterns, and contextual relevance. This shift allows SMBs to move away from over-personalization tied to identity and toward flexible, privacy-safe relevance based on intent. ### 3. Signal-Based Targeting in a Post-Cookie World Privacy regulations and platform restrictions have reshaped how businesses collect and use customer data. While regulations like the European Union’s General Data Protection Regulation (GDPR) law and the California Consumer Privacy Act (CCPA) continue to apply, the bigger shift in 2026 is the loss of reliable third-party signals across the open web. Instead of identity-based targeting, performance marketers are leaning into: - Contextual relevance. - Behavioral and engagement signals. - On-platform optimization indicators. For SMBs, this means prioritizing channels and platforms that can operate effectively without third-party cookies, while still delivering scale and measurable outcomes. Transparency, consent, and data responsibility remain essential, but performance now depends more on signal quality than user-level tracking. ### 4. Influencer and Micro-Influencer Marketing Getting an influencer to share your product or service can be a great way to reach social media buyers, but in 2026, the emphasis has firmly shifted from reach to results. SMBs are increasingly working with micro-influencers who deliver measurable conversions rather than surface-level engagement. Instead of one-off campaigns, brands are building ongoing partnerships with creators who understand their niche audience and consistently drive action. Performance-based compensation models, affiliate-style tracking, and whitelist creator ads are becoming more common, making influencer marketing easier to evaluate alongside other channels. For affiliate marketing, SMBs have access to top tech tools that make it easier than ever to find their audience. You can find advertising partners that specialize in health, finance, education, and more. From there, you can target those customers most likely to convert to buyers, further maximizing your spend. ### 5. Video Marketing and Short-Form Content Platforms like TikTok, YouTube Shorts, and Instagram Reels have made it possible for marketers to reach large audiences using quick, powerful video clips. But, video is no longer treated as a standalone format or social-only tactic: In 2026, short-form video plays a central role in performance testing across multiple placements and environments. Rather than producing a few polished assets, SMBs are seeing stronger results by focusing on: - Rapid creative iteration. - Hook testing and message-market fit. - Story-driven content optimized for scroll-based discovery. User-generated content and testimonial-style videos remain effective, but the real differentiator is creative velocity, which means testing more variations faster to combat creative fatigue. ### 6. Niche Partnerships and Affiliate Marketing In 2026, it’s important for brands to niche down as much as possible. In performance marketing, this relates to the affiliates you work with to promote your brand. Small businesses benefit most when they treat affiliate relationships as long-term business partnerships and work with affiliates who already understand how to reach customers who are likely to convert. Affiliates that know their audience well can promote products in a way that feels authentic, making their endorsements more effective. When brands collaborate closely with their partners, co-creating content and aligning on messaging, the relationship feels more natural for both sides. This deeper level of partnership builds trust with audiences and typically leads to stronger performance and higher conversion rates. ### 7. Outcome-Based Marketing In 2026, small and midsize businesses are moving away from channel-specific strategies and focusing on outcomes instead. Many SMBs are burned out on managing multiple platform dashboards, tracking volatile costs per mille and optimizing campaigns in separate silos that don’t clearly connect to business results. Rather than prioritizing where ads run, performance marketers are emphasizing what ads deliver. Metrics like cost per acquisition (CPA), return on ad spend (ROAS), and incremental lift now guide decisions, with growing preference for platforms that optimize performance across multiple surfaces instead of within a single app or channel. This shift allows SMBs to simplify execution, pay for results rather than impressions, and scale with greater confidence and accountability. ### 8. Creative as the Primary Performance Lever In 2026, audience targeting options are more limited, but creative remains one of the most flexible and powerful elements in performance marketing. As identity-based signals continue to fade and platforms rely more heavily on automation, the difference between strong and weak performance increasingly comes down to messaging, format, and creative execution. In 2026, creative-led performance strategies typically emphasize: - Rapid iteration and creative refresh cycles. - Multiple variations of messaging, formats, and hooks. - Testing volume over strict adherence to best practices. - Clear alignment between creative themes and performance outcomes. This shift marks a move away from audience obsession and toward scalable, creative-driven growth. ## Key Takeaways In 2026, performance marketing for SMBs centers on measurable outcomes, creative agility, and smarter use of automation. While AI continues to support optimization and personalization, success depends on human oversight, privacy-safe signals, and a clear focus on CPA, ROAS, and incremental impact rather than channel-specific metrics. As targeting options narrow, creative has become the primary performance lever, with rapid testing and message-market fit driving results. Together, outcome-based strategies, creative-led execution, and scalable performance partnerships give SMBs a more efficient and accountable path to growth. ## Frequently Asked Questions (FAQs) ### What is the future of performance marketing? The future of performance marketing lies in combining technology with the human element. As consumers get used to interacting with technology, the demand for the human touch will only continue to grow. This drive toward human interaction will make customization and personalization even more important. Consumers increasingly expect marketing experiences that feel timely, relevant, and human rather than purely automated. This shift is driving businesses to use data and AI not just to deliver messages, but to shape ongoing, personalized experiences that respond to customer behavior in real time. In the future, effective performance marketing will feel less like a one-way promotion and more like a dynamic exchange, where brands adapt continuously to individual needs and intent. ### What is an example of a performance marketing strategy? One of the best examples of performance marketing is pay-per-click advertising, where businesses pay only when a customer clicks on an ad. Instead of paying a flat fee to send a marketing message to a wide audience, businesses only pay when a customer takes action, allowing them to improve the ROI on their spend. As advertising costs continue to rise and competition increases, performance-based strategies offer SMBs a more efficient and flexible approach to growth. Because performance marketing is fully measurable and adaptable, businesses can adjust campaigns in real time based on what is driving actual results, making it easier to optimize spend and scale what works. ### How big is the performance marketing market? The performance marketing market is estimated to be worth around $15 billion in 2026, and several industry forecasts show continued expansion as companies increasingly shift budgets toward measurable, ROI-centric strategies. With small businesses making up 99.9% of all U.S. firms, the demand for cost-effective, results-driven marketing strategies is stronger than ever, and technology makes these strategies accessible even to the smallest startups. Performance marketing meets this need by giving SMBs clear visibility into what’s working while also offering the ability to optimize campaigns in real time. By tying spend directly to outcomes, businesses can adjust quickly, allocate budgets more effectively, and compete in a fast-moving digital landscape where speed and measurable impact are essential. --- ### 4 Ways Realize Will Reduce Ad Waste and Maximize ROAS URL: https://www.taboola.com/marketing-hub/maximize-roas-with-realize/ Last Modified: 2025-09-01 09:42:20 Advertisers today are under more pressure than ever to deliver returns while navigating tighter budgets and increased competition. Realize suite of optimization tools is designed to eliminate wasted spend and make every ad dollar count. Here’s how you can unlock better performance using the Realize platform. Every marketer knows that a large portion of digital ad spend often goes to waste. Whether it's showing ads to the wrong audience, paying too much per click, or simply failing to convert, inefficient spending drains budgets fast. The key to success isn’t always spending more—it’s spending smarter. By reducing ad waste, advertisers will achieve: - Better return on ad spend (ROAS) - Increased conversions - Stronger campaign performance - More efficient use of marketing budgets With tools specifically built to tackle this challenge, Realize helps you optimize for performance and minimize wasted impressions. ## How Realize Will Maximize Your ROAS: 4 Tools to Know Taboola gives advertisers the insights and control they need to reduce ad waste and drive meaningful results. Here are four tools designed to help you get the most out of your budget. ### 1. Maximize Conversions Realize's Maximize Conversions bidding strategy uses machine learning to help advertisers hit their performance goals. Instead of manually setting bids, the algorithm automatically adjusts them based on the likelihood of conversion. - It evaluates data from your campaign and historical performance to serve ads to users most likely to convert. - Advertisers only pay what’s necessary to reach those users—minimizing overspending and maximizing ROI. - This automation removes guesswork and delivers more consistent results over time. Explore more of Maximize Conversion Tips and Case Studies. ### 2. SmartBid SmartBid is Realize's algorithmic bidding tool that uses over 100 contextual signals to determine the optimal bid for each impression. - It takes into account data like time of day, device type, location, and more to make smarter bidding decisions. - SmartBid is continuously learning, so performance improves as more data becomes available. - It works for advertisers of all sizes and can deliver performance improvements right out of the box. See how advertisers use SmartBid to optimize successfully. ### 3. SpendGuard Fraudulent traffic and unqualified impressions can quickly eat into your ad budget. Realize's SpendGuard tool acts as your always-on protection layer. - It automatically detects and blocks low-quality traffic sources. - Uses machine learning to identify unusual behavior patterns and stop spending in real time. - Saves advertisers money by ensuring that only valuable traffic is targeted. SpendGuard helps advertisers stay confident that their budgets are going toward audiences that matter. ### 4. Custom Rules For advertisers looking for more control and flexibility, Realize's Custom Rules allow you to set specific, automated actions based on campaign performance. Set Parameters Based on Your KPIs Advertisers can create rules that trigger actions such as pausing campaigns, adjusting CPC bids, or reallocating budget—based entirely on custom performance indicators like CTR, CPC, CPA, and more. Automate Bid Adjustments and Budget Shifts Instead of manually checking in and tweaking campaigns, Custom Rules lets you automate changes. For example, if a certain ad drops below a predefined CTR, the system can pause it immediately or reduce its bid. Apply at Scale Across Campaigns Whether managing dozens or hundreds of campaigns, Custom Rules can be applied across the board—saving hours of manual labor and ensuring consistent performance guardrails. ## Conclusion Realize platform goes beyond just delivering native ad placements—it’s built to help advertisers spend smarter. With tools like Maximize Conversions, SmartBid, SpendGuard, and Custom Rules, advertisers can actively reduce ad waste, improve efficiency, and boost ROAS. Whether you’re a performance marketer or managing brand campaigns, Taboola gives you the levers to make every impression count. --- ### Best and Worst Advertising Techniques URL: https://www.taboola.com/marketing-hub/best-worst-advertising-techniques/ Last Modified: 2025-07-10 10:27:01 No matter what type of advertising you’re planning to use to promote your brand, product, or services, you have to get the messaging right, and that means knowing your audience. Here, I’ll look at a variety of specific advertising techniques with proven track records of success, and several to be avoided in many cases. ## What Are Examples of Different Advertising Techniques? Advertisements are all around us: They are on billboards, in newspapers and magazines, on the sides of buildings and buses, on the radio, on TV, in our mailboxes, and of course everywhere on our phone and computer screens. Each has its own agenda, and its own technique for getting your attention: Humor, storytelling, testimonials, repetition, and emotional appeal are all techniques that advertisers rely on to get you invested in their message. I’ve delved into some of these in more detail below. ### Storytelling Storytelling advertising can be immensely powerful. Witness all the tear-jerking Super Bowl commercials featuring lost dogs returning home as a vehicle for promoting Budweiser beer, for example. https://youtu.be/ZVnqY8dXbwo The beer company has used charming pups in many of its Big Game ads over the years, but few were as memorable as the 2014 spot titled “Lost Dog.” It depicted a puppy slipping from a truck, then its owner’s pained search for the little dog. The dog faces trials and tribulations, including a marauding wolf which is chased off by the famed Budweiser Clydesdale horses. The man and his pup are reunited, and in the end we see the man sipping a Bud as he sits with the dog and a horse. Overall, the ad has practically nothing to do with beer, but if you look through the comment section on YouTube, you’ll see it being talked about well over a decade later, with thousands of people remarking on how the commercial had brought them to tears. It touched hearts and left a truly lasting impression. Other notable companies that have proven adept at using storytelling in ads include Nike, Airbnb, and Volvo. ### Humor Humor can be used across varied media. Once you know the type of advertising that will best fit your brand and match with your audience — e.g., short videos for younger viewers — consider lacing in some comedy. When an ad is enjoyable to experience, it’s more likely to be watched closely and to be remembered. https://youtu.be/b3yWjPfsYMc   When it uses humor and informs at the same time, rather than simply being ridiculous or random, that’s a true success. The apparel brand True Classic excels at contemporary humor, as with their ad “It’s Not You.” The commercial literally describes the clothing, explaining how it accentuates the male torso and arms while minimizing any softer belly areas, while also entertaining. You laugh and learn — and maybe buy — all at once. ### Directness Many advertisers these days experience great success with content that’s simply direct: A person on camera, looking directly into the lens, and using powerful and unequivocal language to make their points. Especially on social media, direct and easily understood advertising is often a good technique. https://youtu.be/yvd2AgCEEnc This type of ad is common to see play before YouTube videos, which makes sense, as it’s the basic MO for a lot of influencer content. A good example is the above Vshred ad from 2023 featuring Dr. Drew, who speaks directly to the camera, sitting in what appears to be a podcast studio, before kicking things over to a celebrity trainer who also talks right to the viewer. In cases where you’re quickly explaining complex ideas to potential customers, this is a solid and effective approach. ### Facts and Figures Many consumers, and especially older generations that are more accustomed to newspapers and TV news than they are to nonstop social media, will respond well to numbers and figures. If you have the facts, share them with your audience so they can feel they’re making informed decisions. These ads still do best in print media, as a reader can pause and truly digest the information being shared. ## 7 of the Best Advertising Approaches to Try Out ### 1. Short-Form Video People today are already well-accustomed to — and happy with — short-form videos, whether it’s on TikTok, Instagram, YouTube, and beyond. In fact, the average TikTok user spends 95 minutes every day on the platform, per NGPF. So, producing ads in the form of quick, pithy videos is a great approach, as you can meet a semi-captive audience where they already are. ### 2. Native Advertising Native advertising, at its core, is the creation of ads that don't feel like ads. Think of a mini article embedded in a magazine, an engaging video or social media post nestled unobtrusively in your feed, or other types of content that feel like original, authentic media, but are in fact advertisements. The best native advertising offers genuine value-added content to the consumer. Native ads can be enjoyable and informative while also subtly delivering a call to action, such as a subscription or purchase. It’s an industry currently worth a staggering $400+ billion. There are countless examples of successful native ads, and Taboola has been behind thousands of them. From matching travel-themed ads with relevant travel content, to featuring financial institutions organically alongside news stories, Taboola has proven the efficacy of this value-added and unobtrusive type of marketing, wherein a potential customer feels catered to, rather than sold to. ### 3. Email Marketing Email marketing is essentially free, not counting the wages you pay your employees or a contracted writer — and maybe a graphic designer, too. Once you’ve collected email addresses from prospective clients, you can reach them with a click of a button, getting your messaging directly before their eyes. Per Constant Contact, marketing emails have an overall average open rate of around 37%, which is better than it might sound: Were you to blast an email out to 10,000 people, you can count on nearly 4,000 of them actually engaging with your message. Use email judiciously, though: You don’t want to oversaturate people’s inboxes in case they unsubscribe, but you also don’t want to email so rarely that you lose your place in mind. Test out different schedules of email, and different types of messaging, and find out what works through an A/B approach. ### 4. Social Media The average person spends 143 minutes on social media every day, so meet them where they are. Social media advertising can take many forms, including paid ads, organic posts, and partnerships with established influencers. If you’ll be running ads on social media, take advantage of the many forms of customization you can use, targeting ads based on age, gender, location, interests, and more. To make the most of social media marketing, start by completing a process of audience segmentation, so you know exactly who you’re trying to reach, and so you can frame your messaging properly. Instagram makes it very easy to target ads based on gender, age, and interest. Facebook is great for geofencing ads, i.e., sharing them only with people in specific locations. YouTube ads, meanwhile, allow you to set campaign goals, like generating leads, building brand awareness, and more. ### 5. Direct Mail Paper mailers may seem dated, but when used well, they’re actually highly relevant even in today’s online world. “Direct mail automation is an easy way to take your follow-up offline using tangible mail pieces — something you can hold and appreciate in person — sent to only your most qualified prospects,” explains Joy Gendusa, founder and CEO of PostcardMania. “Everyone's inboxes are perpetually overflowing, our unread messages are piling up, and people are more digitally fatigued than ever,” Gendusa continues. “Direct mail automation lets businesses follow up with prospects offline, based on online behavior: For example, as soon as you enter a new contact or deliver a quote, or when a lead goes cold, you can set up a trigger to mail that prospect a postcard automatically, within 24 to 48 hours of that trigger. You can set this up through your CRM's app marketplace, or you can use a third-party automation app like Zapier if your CRM doesn't support a direct integration.” Yes, it sounds a bit old-school, but per myriad sources — including the Forbes Agency Council — direct mail really is back. ### 6. Podcast Advertising Podcast listeners self-select the programs they want to hear — it’s like the antithesis of standard radio, where you simply tune in and hear whatever is on. Thus, you can place audio advertisements on podcasts that you think will be popular with your core customers, knowing you’re spending your money wisely by targeting your approach. Sure, some listeners may breeze past your ads nonetheless, but the returns will be much better than you would get with ads haphazardly played for a more general audience. According to data from Business.com, 68% of podcast listeners find podcast ads memorable, and 54% even find them engaging, which explains why they’re predicting podcast advertising to be worth $2.6 billion by 2026. ### 7. Influencer Marketing While this entry is somewhat divisive, millions of people do indeed look to this newer breed of online celebrity for information on products, services, places, media, and more. Brands can make good use of influencers, and they need not spend millions on the biggest names like a Kardashian or a Coelho. Micro-influencers — those with between 1,000 and 100,000 online followers — can be highly effective at more focused and niche advertising, engaging more directly and authentically with their followers. A micro-influencer usually charges between $25 and $125 per online post, per data sourced from Shopify, which is a rate even smaller businesses can swing. ## 4 of the Worst Advertising Approaches to Avoid ### 1. Clickbait Clickbait — an image or text designed to intrigue someone into clicking on it, but that is misleading in the type of content to which it leads — is one of the great frustrations of our time. You should avoid creating bait-and-switch types of advertisements at all times, because not only will they almost always result in an angry bounce away from the content, they may even leave a lasting negative impression of your brand. Per MailChimp, clickbait is almost sure to do damage to marketing initiatives: The bounce rate is often over 70%, and the tarnish it leaves on a brand can stick around for a long time. ### 2. Television Commercials Unless you’re handling the marketing for a massive business conglomerate that can afford the ad space during live sporting events, or on the handful of programs still actually watched by large audiences (as opposed to streaming), then TV commercials are a bad investment. This is all the more true if your brand is what Adam Bushell, director with AB Electrical & Communications, calls “niche,” saying that, “A business specializing in a niche market will experience suboptimal results by spending resources on traditional advertising methods like generic TV commercials.” Even if people do see your commercials, it’s highly unlikely they will lead to enough conversions to give a decent return on investment. Data from Simulmedia suggests that achieving even a 10% conversion rate from TV ads will cost the average business up to $20,000, and that’s simply out of the budget for most small to medium-sized businesses. ### 3. Pop-Up Ads Done well and with proper placement, online advertising can be highly effective, but pop-up ads are rarely anything more than an annoyance. Pop-up ads may do more harm than good, in fact, leaving would-be customers with a negative impression of your brand. Per SEO.co, despite occasional successes, the conversion rate of the average pop-up ad is a mere 3%. That’s just not worth the effort or spend, especially as these annoying ads may in fact sully the reputation of a brand or product. ### 4. Yard Signs This is a hyper-local example, but don’t think yard signs are going to drive much, if any, business. “The worst advertising technique I've found was yard signs!” says Forrest Webber, founder and CEO of Bear Brothers Cleaning. “I strategically placed 25 yard signs all over my city, and several of them stayed up for months. Despite that, we got zero calls from the signs. We didn't see any actual return on investment.” ## Key Takeaways Successful advertising starts with identifying your potential customer base, then doing some audience segmentation, as you may need to approach different groups of people in different ways. Once you know your customers, you can consider which advertising techniques will work best with them, and the actual type of advertising you’ll use, whether social media posts, mailers, short videos, email, etc. Work out a budget, and then make sure to monitor your ROI as you conduct your advertising campaign, trying new approaches when a given initiative does not pay off. ## Frequently Asked Questions (FAQs) ### What can enhance the message of an advertisement? Scott Robertson, president and founder of Robertson Communications, has three tips for making ads the most effective. “Use humor. Super Bowl ads are generally pretty funny and that makes them tolerable. Second, use surprise, as human beings get that rush of dopamine whenever we’re surprised, and sometimes good ads can do this. Third, tell a story. With less time to use, it's much harder to tell a story, but ads that do this successfully tend to rank higher.” ### What is the smartest way to spend advertising dollars? Targeted ads are the smart spend. “One of the most effective approaches is intent-driven advertising,” says Chris Coussons, founder of Visionary Marketing. “When done right, these ads reach people actively searching for what you offer, which means higher conversion rates and better ROI. Another strong performer is retargeting. A lot of people won’t convert on their first visit, but smart retargeting — such as using custom audiences, dynamic creatives, and tailored messaging — can bring them back when they’re ready to buy. Platforms like Facebook, Instagram, and Google Display Network are great for this, but you have to be strategic. Just blasting the same ad at someone for weeks is a fast way to get ignored.’’ ### What are examples of effective storytelling in advertising? “One tactic I am seeing a ton of in mainstream marketing with larger brands is the element of storytelling,” says Bria Ramos, founder of The Buzz Brand. “For example, around the holidays, Ralph Lauren launched an animated set of shorts surrounding the adventures of their famous bear. Another favorite tactic of mine is when I see brands pull in characters their audience is very familiar with, and set them into a real life scenario that uses their product. One of the most well known instances of this was seeing ‘Mr. Big’ appear in a Peloton commercial after his final episode in Sex and the City.” --- ### 6 Essential E-commerce Marketing Metrics to Track URL: https://www.taboola.com/marketing-hub/ecomm-metrics/ Last Modified: 2026-01-13 10:29:43 E-commerce is hotter than ever, with the industry seeing more than $308 billion in sales in the final quarter of 2024. For e-commerce businesses, though, tracking your success is essential to ensuring you’re getting the most from your marketing efforts. In e-commerce, metrics and key performance indicators (KPIs) are data points that allow you to evaluate how your online store is doing. These metrics can help you monitor customer behavior, sales trends, and marketing performance to better assess the profitability of your marketing efforts. But it’s important to know the right e-commerce marketing metrics to track to make sure you’re optimizing your site for current trends. ## Importance of E-commerce Metrics for Your Business Running an e-commerce business means staying in touch with what customers today want. In addition to making sure you sell products to a defined audience, you’ll want to ensure your marketing efforts are paying off. Metrics are a great way to gauge exactly how things are going. Using KPIs and analytics, you can measure: - Shopper preferences. - Buying behaviors. - Return on your marketing investment. - Current sales trends. - Revenue growth over time. - Areas that can benefit from optimization. - Customer retention rates. “Data doesn’t lie,” says Sophie Musumeci, CEO and founder of Real Entrepreneur Women. “If you’re not tracking key metrics, you’re essentially flying blind in your business. Metrics tell you what’s working, what’s not, and where money is being left on the table, allowing you to make data-driven decisions instead of guessing.” ## How To Determine Which E-commerce Metrics Matter for Your Business One of the most important things to recognize, as you’re measuring your business’s success, is that no two businesses are the same. Before you start tracking, take some time to outline your goals. Do you want to increase website traffic, or make sure you’re getting the most out of your most loyal customers? For best results, focus on the lifecycle of a customer who visits your site. What brings each customer in? Why do some leave without buying, while others make a purchase and opt in to regular sales emails? Understanding what you want to measure can help you determine exactly what you should be tracking. ## 6 Basic E-commerce Metrics to Track As valuable as data can be in general, tracking the exact right metrics is the key to success. Here are some of the most important metrics to track in 2025. ### 1. Conversion Rate Bringing customers to your website is only the first step. If you can’t convince customers to take action, you’ll struggle to get a return on investment (ROI) on your money and effort. Conversion rate (CVR) is a metric that speaks to how visitors to your website are helping you reach your goal. Conversions can include: - Making a purchase. - Opting in to receive emails. - Registering for an account. - Following on social media. - Sharing on social media. - Submitting a contact form. - Completing a poll. - Reviewing a product. - Adding an item to a wishlist. CVRs can vary depending on an e-commerce business’ goals: You may be trying to increase sales with one marketing effort, for example, while another may focus on boosting your email subscriptions. “CVR is your truth serum,” Musumeci says. “If traffic is high but conversions are low, something’s off — pricing, messaging, or the checkout experience. Fixing conversion leaks is the fastest way to increase revenue without spending more on ads.” ### 2. Customer Acquisition Cost If you’re actively marketing and advertising, it’s important to track the ROI on your efforts. One way to do this is by monitoring the average cost for each new customer you bring to your site. This metric is known as customer acquisition cost (CAC). But as Toph Daniels, marketing strategist at Firemist Digital LLC, points out, it’s important not to have tunnel vision when it comes to CAC. “Everyone fights over customer acquisition, but the real money is in keeping customers,” he says. “The e-commerce graveyard is filled with brands that spent big on ads but ignored retention. Email, SMS, loyalty programs, this is how you print money.” ### 3. Returning Customer Rate As stated above, returning customers are the lifeblood of a successful e-commerce business. For that reason, Colby Flood, founder of Brighter Click, says the two metrics brands should be focusing on most are returning customer rate and customer lifetime value. “For years, e-commerce brands have obsessed over the return on assets metric and obtaining new customers,” Flood explains. “Both of those things are very important, but to have a sustainable business model, you need repeat purchases. I often see brands overlook retention strategies like email, SMS, and subscriptions, and spend all their marketing budget on paid ads. This is not a sustainable pathway for long-term growth.” ### 4. Average Order Value Getting a customer to make a purchase is only part of the battle — you’ll also want to increase the amount of each purchase. This is measured as the average order value (AOV), which is simply the average amount a customer spends when making a purchase. “You want people to spend more?” Daniels asks. “Make them feel foolish for not buying more. Bundles, upsells, volume discounts — every major e-commerce brand does this because it works. If you’re not increasing AOV, you’re working twice as hard for half the money.” ### 5. Cart Abandonment Rate We all have abandoned items sitting in a cart somewhere online. Every e-commerce site deals with unfinished purchases, but excessive shopping cart abandonment can be a problem. For that reason, it’s important to track your website’s cart abandonment rate (CAR) and strive to improve it. “If people are ditching their carts, your checkout process is either too complicated or too boring,” Daniels says. “Offer one-click checkout, throw them a discount on exit, and follow up with a FOMO-driven email. Make them feel like walking away is a mistake.” ### 6. Return on Ad Spend Advertising can be pricey, but it’s an essential part of reaching new customers. By tracking the success of each advertising campaign, you can ensure you’re making the most of every dollar. This metric is known as return on ad spend (ROAS), and as Daniels explains, it’s an important KPI. “If your ROAS is under 2.0, kill the campaign,” he says. “If your CPC is bleeding you dry, fix your targeting. If your ad gets clicks but no sales, your landing page is garbage. Every dollar wasted on bad ads is money you’ll never get back. Be ruthless.” ## How Often Should I Check My E-commerce Metrics? Keeping an eye on your metrics is important, but how often should you check them? Musumeci recommends the following intervals: - Daily: Sales and traffic trends. - Weekly: Conversion and AOV insights. - Monthly: Deeper strategy shifts. “If you wait too long, you risk missing red flags that could have been fixed before impacting revenue,” Musumeci explains. ## How To Track Key E-commerce Metrics Tracking the most important e-commerce metrics is essential to boosting your e-commerce sales. The list of tools below will help you find the right solutions, whether your store is hosted on an e-commerce platform or your own website. ### Google Analytics One of the best e-commerce tools is available at absolutely no cost. Google Analytics integrates seamlessly with marketplaces like Shopify, and starting an account takes just a few minutes. Using Google Analytics, you can see the most visited pages and most viewed products on your website, which pages bring the most revenue for your business, how your marketing efforts impact website visits, conversions, and much more. “Google Analytics 4 (GA4) is a non-negotiable for deep insights, but pairing it with heat mapping tools like Hotjar and AI-driven platforms like Triple Whale can give a full picture of what’s driving conversions,” says Musumeci. ### E-commerce Platforms (Shopify, WooCommerce, Magento) If you’re selling on an established platform rather than on your own site, the data you need is likely right there on your dashboard. You may have to add a third-party tool to expand your analytics, but here’s what you’ll get with the top platforms: - Shopify: All plans include metrics on sales and returns, checkout behavior, and customer retention. For custom reports, you’ll need to upgrade to Advanced Shopify or Shopify Plus. - WooCommerce: Basic analytics are available with your WooCommerce plan, but you can also expand those capabilities with WooCommerce’s Google Analytics integration. - Adobe Commerce (previously Magento): For analytics with your Adobe e-commerce site, you’ll need to use one of the extensions available in the Adobe Marketplace. ### Marketing Analytics Tools There’s no shortage of analytics solutions on the market, but the best tools are often built into your marketing software. The Facebook Ads Manager, Google Ads, and most email marketing platforms give you valuable information on how your campaigns are performing. Built-in tools can be limiting, though, so many brands choose to use freestanding solutions. Web advertising solutions can directly connect you with your customers, and freestanding analytics platforms can help when you need unbiased data. “Triple Whale or Northbeam are great tools to uncover poor attribution through GA4 or platforms like Meta and Google Ads,” Flood says. “They provide insights into the entire customer journey, which helps marketers and brand owners better understand the blended efficiency of their marketing spend.” It is important to note however that depending on your marketing budget and campaign goals, i.e. awareness or conversion, your eComm business can drive growth through other channels than Search and Social, especially if your performance has plateaued and your are experiencing channel fatigue. Complementing your eComm software with a performance marketing platform, which focuses on mid-to-lower stages of your buyer's journey through first-party, AI-powered audience targeting, will enable you to optimize your ROI and drive conversions at scale. ## How To Improve Your Key E-commerce Metrics Measuring your e-commerce store’s performance is an ongoing effort. Once you’ve begun monitoring and using data, here’s what you can do to improve some of the most important e-commerce metrics. ### Optimize your conversion funnel Conversions can be tricky, but understanding the actions taken by your website visitors is essential to improving your results. Metrics can help you identify when your checkout process needs to be simplified or if your payment options are too limited. ### Reduce cart abandonment rate Cart abandonment is an unavoidable part of having an e-commerce shop. Abandoned cart reminders, limited-time discounts, and allowing guest checkouts can all help ensure customers finalize their purchases. ### Increase average order value Getting your existing customers to spend a little more can boost your revenue. Bundled products and upsells, free shipping thresholds, and personalized recommendations can boost your AOV. ## How To Optimize Your Online Store With This Data Metrics are meant to be an important first step. Once you have the information, though, you’ll want to use it to improve your site. Here’s how to boost the performance of your online store. ### Enhance Website User Experience User experience (UX) is an important part of converting website visitors to buyers and ensuring they come back. If customers are frustrated by slow load times or complicated, messy design, your marketing spend may continue to lack the ROI you expect. Today’s advanced marketing analytics solutions can give you up-to-date insights into the user friendliness of your site. "Study bounce rates, session recordings, and time-on-page to identify friction points,” says Lyndsay Handlos, founder and fractional CMO for Vella Handlos Consulting. “Simplify navigation and streamline checkout to remove roadblocks. Also, analyze regional trends related to city size, weather, or current events to tailor the experience for specific audiences." ### Personalize Marketing Strategies In 2025’s competitive landscape, one-size-fits-all marketing approaches are less effective than ever. Today’s tech tools make it possible to personalize your marketing efforts at the click of a button. But in order to do that, you need to fully understand your audience, and metrics can help with that. “Segmentation is key,” insists Musumeci. “Track behavior like repeat purchases and cart additions to tailor email and ad campaigns. Personalization is no longer optional — customers expect brands to know what they want before they do.” ### Leverage A/B Testing Also known as split testing, A/B testing lets you try different strategies and monitor their effectiveness. It’s an especially valuable tool for e-commerce businesses since it allows you to see exactly how customers are interacting with your website and the products sold there. “Test small tweaks like button colors or headlines, track click-through rate and CVR, and double down on what converts best,” Handlos says. “It's also a great opportunity to leverage AI to predict winning variations and optimize faster.” ### Reduce Shopping Cart Abandonment Shopping cart abandonment rates have climbed dramatically over the past couple of decades, but these days they hold steady at around 70%. That means seven out of 10 customers leave items in an online shopping cart without completing the purchase. But that rate isn’t identical across all businesses: By monitoring customer activity on your site, you can identify pain points and take measures to do something about them. “If your cart abandonment rate is high, look at checkout friction,” Musumeci reiterates. “Simplify the process, offer multiple payment options, and send reminder emails with incentives. To increase AOV, bundle products, add upsells, and test pricing psychology. Small tweaks can create big wins.” ## Key Takeaways Building an e-commerce shop is only the first step: You’ll also need to work to bring in new customers and retain existing ones. By monitoring the cost to bring in new customers, how often those customers take action, and whether those customers stick around, you can identify pain points and work to improve them. With so many tools available to track e-commerce marketing metrics, you can remain on top of what’s happening in your store and make the most of each dollar you spend on marketing and advertising. ## Frequently Asked Questions (FAQs) ### What is the e-commerce metrics tree? An e-commerce metrics tree is a visual representation of the KPIs used in tracking a site’s performance. By looking at the tree, a business can easily determine which areas need improvement. “Think of it as a hierarchy — revenue at the top, with layers like conversion rate, traffic, and retention feeding into it,” Musumeci says. “Every small change affects the bigger picture, so understanding the tree helps you make strategic optimizations.” ### What is the CVR metric for e-commerce? Conversion rate (CVR) is the rate at which a website visitor takes a desired action on your website. For e-commerce stores, often the goal is to convert visitors to buyers, but businesses also seek conversions in the form of email signups, survey participation, social media follows, and more. The CVR metric is calculated as: (Total Conversions / Total Visitors) × 100. “CVR is the ultimate efficiency check,” Handlos says. “Low CVR? It’s time to optimize your product pages, offers, or CTAs.” ### Is there a customer stage which is more important for SMBs? For a new business, Flood says new customer acquisition is the single most important stage, as it’s tough to keep a business running if new customers aren’t steadily streaming in. But as a business grows, priorities shift. “Brands can easily fall into the trap of keeping focus there and not building out the retention side of the business,” he cautions. “Acquisition starts the business and gets it off the ground, but retention keeps the doors open long-term.” --- ### Cost Per Acquisition: What It Is, How It Works, Benefits URL: https://www.taboola.com/marketing-hub/what-is-cpa-marketing/ Last Modified: 2025-05-20 10:30:04 Advertisers are always seeking new ways to reach consumers, and sometimes they need a little help from their friends. Affiliate marketing serves to connect advertisers with partners who can help an advertiser promote their brand. One form of affiliate marketing is called cost-per-action, or CPA, which I’ll explore here. ## What is CPA Marketing? CPA (Cost Per Action) marketing is an affiliate marketing model where advertisers pay a commission only when a specific action is completed. Unlike traditional advertising, where you pay for impressions (CPM) or clicks (CPC), CPA focuses on actual conversions, such as Lead generation (e.g., filling out a form, signing up for a free trial), Sales (e.g., purchasing a product or service), App installs, Email subscriptions. ## How CPA Marketing Works: 5 Basic Steps In CPA marketing, an advertiser pays an affiliate — such as a publisher or blogger — to promote their product or service. The affiliate only receives a commission when the advertiser’s product or service is purchased, or some other relevant action is taken, making this budget-friendly for the advertiser upfront. Here is a breakdown of the basic process: ### 1. Advertiser Creates an Offer A business (advertiser) sets up a CPA offer, defining the action they want users to take, which could be through a lead generation form, free trial sign up, finalizing a purchase, or downloading an app. ### 2. CPA Network Connects Advertisers with Affiliates Many advertisers use CPA networks to connect with affiliates. The network handles tracking technology and reporting, billing management and more depending on the affiliate platform. Affiliates (brands or publishers) join these networks to find CPA offers to promote. ### 3. Affiliate Promotes the Offer Affiliates use different strategies to drive traffic and encourage users to complete the required action through SEO-optimized blogs, social media marketing, email marketing, paid ads, influencer marketing, to name a few scaling strategies. ### 4. User Completes the Action A user interacts with the affiliate’s content, clicks the CPA offer link, and completes the required action. ### 5. Affiliate Earns a Commission Once the action is verified, the advertiser pays the affiliate a commission. The payout can range from a few cents to hundreds of dollars, depending on the action's value. ## CPA Marketing Example For example, a fitness YouTuber might post a video praising a new heart rate monitor, or a popular food blogger might run a positive review of a new restaurant. If a consumer takes certain specified actions, such as buying the heart rate monitor, signing up for the company’s newsletter, or making a reservation at the restaurant, the affiliate earns a commission. Generally, the affiliate and the business come together through a CPA network. The network connects affiliates seeking commission-earning promotional partnerships with businesses seeking partners to promote their offerings. Affiliates are chosen for numerous factors, including relevance of their own branding and likelihood of their followers to be interested in and purchase the advertiser’s product or service. They are also likely to have large followings, thus making it worthwhile for the advertiser to utilize them as a helpful voice in connecting with potential customers. ## The Different Types of Actions in CPA Marketing ### Pay per sale With pay per sale, the advertiser pays the publisher or website owner an agreed-upon amount or percentage when a sale is made. It’s a cost-effective, performance-driven model that can help an advertiser drive profits. ### Pay per action In a pay per action agreement, the advertiser pays the publisher or website when a customer engages in a specific action, such as signing up for a trial experience with a product, or subscribing to a newsletter. This, too, helps advertisers maximize their budgets, because they only pay when the consumer takes certain actions. ### Recurring With recurring payments, the advertiser pays the affiliate every time a referred customer makes a payment, such as with a weekly subscription. This means the affiliate has an ongoing source of income from the advertiser based on the continued value of the customer. ## Why Use CPA Marketing? Benefits for Advertisers and Affiliates Both advertisers and affiliates have a lot to gain from CPA marketing, with one key difference being that advertisers generally have less risk. For the advertiser, this can be a great way to grow their audience and reach people that might not normally see their products’ ads or consider using them. These brands get to speak to the consumer using a website or spokesperson the consumer already trusts, which positions their brand as part of a familiar world. For the affiliate, it’s a chance to earn money and potentially turn that success into other money-earning opportunities when other brands see them as a valuable advertising partner. ## How to Get Started ### Research Appropriate Affiliates You’ll want to start by getting a sense of which types of affiliates would suit your brand so you can create a conversation with a CPA network. The affiliate should speak to the kind of audience you’ve had success with, as well as new audiences you would like to test out. ### Find a CPA Network Next, you want to find a CPA network that offers an affiliate manager who can help you find the right partners, and negotiate pricing that is fair to you and will help maximize your ROI. Make sure to research the company and its reputation to make sure they won’t serve up inflated metrics, and that they’re committed to helping you reach your goals. The affiliate manager should be able to provide insights and strategies in terms of who you can pair with and how that partner can help you grow your sales. At Taboola, our commitment to providing personalized support for each and every client is at the heart of everything we do. Our Growth department is specifically designed to meet the needs of smaller, agile businesses that are looking to scale quickly. Typically, affiliate teams with under a few dozen employees fall under this category. Taboola is the largest native advertising platform, reaching more than 500 million daily active users across thousands of exclusive premium digital properties. Whether you run a comparison website, a single-product landing page, or something similar, Taboola has enough high-quality traffic for everyone, especially if you leverage the best practices to ensure this traffic converts. We welcome all potential partners to reach out and collaborate with us. If you are an affiliate, we encourage you to register with us and reach out to a member of our sales and support team to learn whether your specific offers are compliant with our policy. Below is a non-extensive list of CPA affiliate networks that have a proven track record of reliability and scalability. Most importantly, these CPA partners comply with Taboola’s Advertising Policy, which can be one of the affiliate marketing-specific roadblocks for a fast launch on our platform. Register on any of these preapproved, policy compliant CPA Networks to drive results on Taboola: - Clickbank - Perform - LVL11 – a Creative Clicks Company - GiddyUp - MaxWeb - Exness ## Common Mistakes to Avoid in CPA Marketing You’ll want to avoid affiliate fraud and low-quality content by really researching your partners before signing up with anyone. With affiliate fraud, an affiliate artificially plumps up engagement metrics so they can gain higher commissions. A shady partner can use bots or other spam tactics to increase website traffic, with no actual benefit to the advertiser and no sales increase. With low-quality content, a publisher might produce content that makes your brand look bad by association, due to a lack of elegance in the presentation or any other potential factors. ## The Future of CPA Marketing: Trends and Predictions As digital channels and other ways to reach consumers continue to increase, CPA marketing is well poised to grow in 2025. Marketers and affiliates will keep adopting new technologies in artificial intelligence that allow them to study and speak to their target audience in a personalized way. Increased use of mobile devices can lead to more location-based affiliate campaigns, and omnichannel campaigns will become more important as consumers become more fragmented along an ever-growing array of devices. ## Key Takeaways Cost-per-action marketing is a mutually beneficial relationship between an advertiser and an affiliate, such as a publisher or blogger. Before jumping in, it’s important to research appropriate affiliates and find a CPA network you want to work with. ## Frequently Asked Questions (FAQs) ### Is CPA marketing really worth it? CPA marketing is worth it for the advertiser, because it’s low risk and has the potential to greatly enhance profits. It’s worth it for the affiliate, too, if there is a strong likelihood that they will benefit from partnering with the advertiser. ### What is the CPA model in marketing? The CPA model in marketing is one where an advertiser pays an affiliate to promote their brand. The connection is normally made via a CPA network, which finds a relevant match for a brand’s product or service. The affiliate only receives a commission when their promotion has led to a sale or certain actions regarding the advertiser’s inventory. ### What is the formula for CPA marketing? With CPA marketing, the formula is total cost divided by total number of new customers. In other words, you divide the total cost of your campaign by the number of new customers you attained with the affiliate promotion. --- ### Media Mix Modeling (MMM): What It Is, How It Works URL: https://www.taboola.com/marketing-hub/media-mix-modeling/ Last Modified: 2025-06-30 08:38:29 Media mix modeling is the tried-and-true practice of analyzing sales and marketing data to make sure you’re spending your advertising dollars wisely. While much has changed since media mix model first emerged, it’s as important as ever to carefully consider the mix of media you use to reach your audience efficiently — particularly as the number of channels available to advertisers keeps growing. Media mix modeling offers a way to view and analyze data from a variety of channels and understand where prospects are consuming your content. It will also tell you what information they’re looking for on which channels, so you can make changes to your plan accordingly. Advertisers and marketers using media mix modeling can get a high-level look at channel effectiveness, both current and historical, to make predictions and decisions about future strategy. Media mix modeling can also incorporate big-picture trends like economic changes, channel popularity growth or decline, and seasonal shifts. Finally, the media mix model allows marketers to make connections between their efforts across channels. ## What Is Media Mix Modeling? Media mix modeling is a statistical analysis used by marketers, which is why it’s also referred to as marketing mix modeling. It uses aggregate data to show how different elements of the marketing strategy — digital and traditional — are contributing to the goals or KPIs that marketing is working toward. These might be leads, conversions, or other common marketing metrics, with the ultimate goal of contributing to the company’s sales numbers. The media mix marketing ratio is calculated by taking into account the marketing channels in use, the money being spent on each channel, and campaign results and insights (more on that below). Marketers use media mix modeling alongside other tools to see trends or patterns. But though it’s useful to employ media mix marketing as part of your toolset, it’s not usually the primary way to gauge and update your marketing strategy, since it doesn’t always reflect factors like seasonality, competitors, and the overlap between channels. For businesses that have been spending their budget on multiple advertising channels, such as paid social, paid search, or print ads, media mix marketing can shine a light on what’s really succeeding. ## How Media Mix Modeling Works The data science technique behind media mix modeling is a multi-linear regression model, meaning it gauges the relationship between a dependent variable like sales and an independent variable like ad spend across channels. There are different options to use based on what you’re measuring: If you’re using or getting started with media mix modeling, an important first step is knowing which data you want to measure and then figuring out how you can access that data, whether it’s gathered internally or found in outside sources. The data has to be high quality, too, and ideally you’ll have a few years’ worth. This data might include points like: - Marketing spend from the past few years, by quarter or year. - Conversions. - Site traffic. - Macroeconomic trends. - Competitor activity. You should also define your goals to ensure good output from the model, whether you’re focused on increased sales or brand awareness. Then, you perform media mix modeling — whether you’ve built the model in-house or purchased a tool — by assigning a numerical value to the impact of marketing activities across channels. The value you assign should reflect how those marketing activities are contributing to their ultimate goal, whether it’s top-of-funnel awareness or down-funnel sales leads. Media mix modeling analysis can show how sales trends over time have correlated to marketing activities. Media mix modeling does not measure an individual customer’s journey, since it doesn’t incorporate specific user data like clicks or impressions. It’s a more holistic way to understand channel and ad spend effectiveness. You’ll likely need to do some testing and study the results carefully to see if they make sense, before employing media mix marketing broadly or making recommendations or decisions based on it. ## Key Metrics Analyzed in Media Mix Modeling Modern marketers typically have a wide range of channels and metrics to look at when performing media mix marketing. What’s most insightful will depend on your industry, company, and short- and long-term marketing and sales goals. These are some common metrics to analyze with the media mix model. ### Return on Investment (ROI) ROI might be considered the primary measurement of media mix modeling, since its holistic nature shows where you might be spending too much or too little money across channels. The model can help you gauge the ROI of each channel you’re using (ROI is calculated by subtracting how much you’ve spent from the revenue generated, then dividing by what you spent). That percentage value is the return on investment. It can often reveal surprising details about which channels are performing best based on ad spending. ### Sales Uplift An increase in sales is the gold standard for determining whether a new technique or campaign is working for any business. To understand sales uplift when using media mix model, you’ll want to compare sales during a period of activity, such as a campaign, against a baseline period without that activity. Media mix marketing can then isolate the impact of various channels within that data. ### Customer Acquisition This metric is useful for media mix model because it shows how various channels are working together to influence customer behavior. You might see that one channel is attracting more net-new customers, while another is bringing in existing customers or converting prospects into customers more readily. That’s an opportunity to reconsider your channel spend for a more impactful customer acquisition strategy. ## Importance of Optimizing Ad Spend Optimizing your marketing spending these days is essential. With so many channel options and ways to spend budget, constant monitoring and measurement will help you optimize ad spend and get the most return on investment. Making decisions based on those measurements, without having to track individual user actions, can lead to better outcomes. Media mix marketing’s role in optimizing ad spend is salient in a digital era. It can reveal where spending makes an impact — or doesn’t. There are situations where spending more on a particular channel won’t boost your sales, such as if you’ve tapped out your sponsored search terms or already reached your niche target audience. It can be difficult to know when you’ve saturated a channel. The point of diminishing returns isn’t one a marketer likes to reach, but knowing that information can be transformative for future planning. Conversely, media mix model can show the untapped areas of ad spend in a marketing budget. The new social channel you tested might be an opportunity as it grows and your audience there increases well, or might represent a loss in your ROI based on mid-to-low funnel business objectives. Or, a traditional medium like print advertising or a local radio ad might be more worth your time than you expected, which you can see easily using media mix marketing. Media mix model also helps you see a deeper view than just last-click attribution, so that channels that were visited further up the funnel can be given their proper due in the broader marketing strategy. ## 5 Key Elements Within Media Mix Modeling There isn’t a one-size-fits-all approach to media mix modeling when you consider the busy digital marketing landscape, range of channels, and demand on users’ attention today. But there are some key elements you should include as you’re creating your business’ media mix model. ### Base Sales This number is a company’s sales without marketing efforts added on top. Base sales can come from factors like market trends and brand reputation. ### Incremental Sales This figure reflects sales that are attributed to marketing activities, and can be more easily isolated when using media mix modeling. ### Marketing Channels This piece of the puzzle captures all the platforms that a marketing team uses in its activities, and may include search, social, email, earned media, website, blog, and more. ### Product or Pricing Changes Add your company’s product releases or updates and any pricing changes in the media mix model to understand how they affected sales. ### Outside Influences You know your company’s vertical or industry best. Any specifics should be reflected in your media mix modeling. These might include seasonal events, special offers, weather or other events that affected shopping patterns, and data related to the larger economy, such as unemployment rates, inflation, and more. Competitor promotions, pricing, products, and other information can also be included here. ## Calculating the Media Mix Model Ratio The media mix model can be built with a language like Python, using multiple linear regression to create an equation that assigns ratios to each marketing channel. There isn’t one model or template for media mix model — rather, a data scientist creates variables out of different marketing efforts to factor into the model. This might include how much the business is spending on ads, how often promotions are running, or how often pricing or products are changing. After this, the modeler will go through several iterations to create a model that explains sales trends. This will involve deep knowledge of the business, expertise in modeling methodologies, and reliable, clean data in the correct format. A business can either ask their data science team to build a media mix model, or hire a data scientist to do so, or pay for a platform or tool that includes media mix model as part of its offering. Each database or spreadsheet row indicates a set period of time (day, week, month) and each column is one of the model’s independent variables, like ad spend. The dependent variables are things like sales volume or value. Briefly, these are the four steps to create a media mix model: - Define the scope. What’s the goal of creating this model? What would the business like to do better, or achieve more of? Start with the purpose to get to the right model. - Gather the data. A media mix model will not succeed if it doesn’t include the right data. Work with colleagues to gather all the relevant data and make sure it’s accurate. - Model the data. This step requires algorithm refinement to connect data points, and can take time and patience through multiple iterations to get to a reliable model. - Analyze and take action. Take a deep dive into initial metrics, outputs, and recommendations so you can start making adjustments based on your goals in step 1. Media mix modeling in its modern form might use automation rather than traditional manual models built by hand by econometricians. Fans of automated tools prefer them because they eliminate human bias and deliver results faster from more data, while manual modelers say human expertise is still an essential part of a good model, and that automation can miss key elements or make incorrect correlations. Ultimately, which you choose will be up to you. ## The Difference Between Media Mix Model and Data-Driven Attribution Media mix modeling measures how marketing efforts are meeting business objectives. As mentioned before, media mix model doesn’t use any customer journey or user-level data in its calculations. Instead, it offers high-level insights into marketing tactics over a long period of time, perhaps several years, to capture trends. Media mix model can’t be used by itself when measuring and planning marketing strategies, though. Data-driven attribution is a type of modeling that tracks engagements through a customer journey, so marketers can understand the tactics that work best from the top to the bottom of the funnel. Data-driven attribution models typically gauge performance a few months after a marketing activity concludes. Neither of these models is used alone. Data-driven attribution doesn’t always account for offline activity and is mostly focused on digital marketing. Media mix model measures both of these, but its lack of user-level insight isn’t helpful when marketers are customizing campaigns or content. ## Emerging Trends in Media Mix Modeling Media mix modeling has been around for 50 years or more, and like most practices in marketing, it’s always evolving. With the influx of more accessible data science and data analytics technology, there are a few important trends to be aware of in media mix model. ### Machine Learning and Advanced Data Analytics Media mix modelers are incorporating machine learning models and statistical techniques to get better, more nuanced insights and make more accurate predictions for marketing strategies. ### Model Accuracy Media mix model has always included model refinement, but it’s easier now than ever to use technology wisely, refining and updating models on an ongoing basis to keep up with market conditions and buyer behavior. ### Platform Integration It’s possible for marketers to incorporate media mix model with other marketing performance platforms to easily grasp trends and make smart decisions. Marketers are also using incremental lift tests — which gauge the impact of marketing efforts on sales — to validate the results of a model. This helps combine the correlative nature of media mix model with causal impacts of media on sales. ## Advantages of Media Mix Modeling ### Privacy One key advantage of media mix modeling in an era of privacy concerns and post-cookie websites is that it doesn’t track individuals across the web. Media mix model uses statistics on aggregate data instead. ### Speed and Data-Reliance It’s easy for marketers to go on gut instinct, but tools like media mix model and data science in general are able to perform analysis very quickly, whether you have an in-house data science team or use a media mix model tool, and serve as unbiased sources for marketing predictions and suggestions. ### Future-Simulation Media mix marketing offers a way to perform simulations of ways the market might change, or how your marketing efforts may lead to varying results. Take advantage of media mix model to plan different future-state scenarios, particularly if budgets are tightening and you need to spend even more carefully. ### Holistic Approach Unlike many marketing performance tools, media mix model lets you evaluate multi-channel campaigns to understand how channels work together. It’s a big-picture view, rather than a list of separate dashboards. It also includes hard-to-measure numbers like diminishing returns and adstocks, which measures the longer-term results from an ad. ## Media Mix Modeling Limitations Media mix modeling is generally used in conjunction with other marketing measurement options. With limited consumer attention spans, media mix modeling isn’t built to customize messaging to target individual consumers — a major way to reach audiences today. It’s important to recognize a few common limitations when you’re employing media mix model: - Reporting results requires several years of historical marketing data. - Data isn’t as granular as other marketing metrics. - Brand/messaging insight isn’t available. - Customer experience not reflected. - Speed isn’t adequate for quick campaign adjustments or market disruptions. ## The Challenge of Correlation in Media Mix Model Media mix marketing is not always the best performer if there is a lack of variation in ad spend, or too much correlation between factors: If two ads run at the same time, for example, or two ads run on similar social channels concurrently, the model might not be able to tell which one is driving sales. That leads to unstable estimates in the model, which leads to unreliable recommendations for marketers. In addition, models can’t always account for long-term effects, such as a TV ad that brings returns for many years beyond its airing. It’s important to account for these, but they can be difficult for media mix models to capture. ## Best Practices for Implementing media Mix Model Media mix modeling in the digital era should happen in tandem with other marketing metrics and data gathering. Ideally, marketers can see both the big picture with modeling as well as user-level numbers in a unified measurement platform. To develop an accurate media mix model (or find the right provider), remember first that you have to trust it. Quality data and quality modeling are essential for you to get the right insights and then use them wisely. Done incorrectly, media mix model can show incorrect marketing attribution information, which will then skew your ad spending decisions. Make sure you pay attention to these best practices when implementing media mix model: - Understand the diagnostics and metrics that are part of the model to make sure it’s the right one for your data. - Check the model’s outputs against actual outcomes. You might compare a forecast against what actually happened to make sure the model is accurate. Double-check any predictions that seem improbable. - Aim for simplicity and practicality. Especially if you’re new to using media mix model, look for a model that offers accuracy but is also easy to understand. - Test and learn. As with marketing more broadly, see if you can make changes to your marketing mix in small ways to then compare to the model’s predictions. From there, you can recalibrate if needed. ## Case Studies and Real-World Examples ### Banco Sabadell Mortgage (JellyFish Jellyfish was looking to increase the volume of high-quality traffic to Banco Sabadell landing pages to increase the number of leads generated. The campaign as a whole included a robust media mix. With the inclusion of Taboola, Jellyfish could serve landing pages in new environments with guaranteed viewability, and drove 17% more conversions for Banco Dabadell. ### Renault Australia Renault wanted to drive potential car buyers to Renault’s website at scale and retarget engaged audiences to increase conversions. Using Taboola in their marketing mix, the car manufacturer achieved their marketing goal with a 51% lower CPA and a 16% lower CPC. ### Look After My Bills Look After My Bills was looking to reach more United Kingdom (UK) residents missing out on savings for their utility bills. They wanted to diversify their media mix beyond Facebook to the open web, in order to reach high-quality audiences on premium publisher sites. Using Taboola's automated bidding feature designed to maximize conversions, Look After My Bills finds 10,000 potential customers on the Open Web, while reducing their CPA by 60%. ## Key Takeaways Media mix modeling is a strong part of a marketer’s arsenal when considering ad spend in a holistic environment. It’s especially useful in a fragmented, largely digital media landscape, where consumers are bombarded by information, and where budgets are tight. With media mix model, you can analyze data across channels to understand what’s working and what isn’t, then recalibrate your ad spend accordingly. ## Frequently Asked Questions (FAQs) ### What is the cost of media mix modeling? Your media mix modeling cost will vary widely depending on a few things: Model complexity, data quality and availability, and internal vs. consultant expertise. A lower-end media mix model, built in Excel, might cost $500 to $5,000. A mid-range model built with dedicated software might run from $5,000 to $20,000. An advanced media mix model with complex data analysis, custom-built, could cost a business $20,000 or more. ### What is the difference between MTA and MSA? In the world of media mix modeling, MTA is multi-touch attribution, a way to gauge a customer’s journey by the various marketing touchpoints they encounter. Each touchpoint gets some amount of credit so marketers can understand which touchpoints are most valuable along the way to a conversion or other desired action. MSA is measurement system analysis, which isn’t a common term within media mix modeling — it’s a statistical way to gauge how accurate data collection is within a specific measurement system. --- ### Ad Revenue: What It Is, How To Calculate It URL: https://www.taboola.com/marketing-hub/what-is-ad-revenue/ Last Modified: 2025-05-20 08:46:10 ## What Is Ad Revenue? If you’ve carefully built your website and developed a large audience, displaying ads can be a highly effective way to monetize your site. Ad revenue, which is the income you’ll receive from advertisers when you display ads to your target audience, can be a recurring and potentially lucrative source of income. With an effective strategy and a growing audience, you can leverage ad revenue to not only generate the funds needed to sustain your website, but to generate profits that you can enjoy, too. There are countless examples of websites that successfully generate income with ad revenue. Top publishers like CNN, USA Today, and Forbes prominently display ads on their websites. LifeHacker leverages its blog and news format to display a wide variety of ads that are likely to appeal to its audience. Even smaller websites, like niche bloggers, can monetize their sites with ads to generate income that covers operational and growth costs. The success of such sites contributes to the rapidly growing online advertising industry. In 2020, the U.S. online advertising industry generated $139.8 billion, according to Statista. By 2023, that industry had grown to $225 billion. In addition to website advertising, ad opportunities are emerging on platforms like podcasts and digital video. These new opportunities contribute to the industry’s significant growth and give you new ways to grow and monetize your website and its related platforms. ## How do the Ads Work? When you own a website, you can sell ad space to companies looking to reach your audience. You might decide to sell ad space yourself, which requires pitching your services to companies, collecting payments, manually posting and maintaining the ads, and sending out and tracking regular invoices. That’s a lot of extra work, which is why it’s much more common for website owners to sell ad space through an ad placement service, like Google AdSense. When you work with a service like Google AdSense, you’ll have access to numerous coding options that simplify and mostly automate the process of integrating ads within your website. You can install and adjust banners, sidebars, pop-ups, and other ads, which gives you some control of how your site looks once the ads are displayed. Typically, you won’t be able to choose the specific businesses or ads that appear on your site, but ad placement services use algorithms and data to try to target the ads so that they will appeal to your audience. Most online ads are sold under one of two popular pricing models. With the cost per click (CPC) model, you will receive payment only when your users click on the ad. Let’s say that you receive $0.10 per click. With the CPC model, if 1,000 people click on the ad, you would receive $100. Even if 5,000 people saw the ad, you’re only paid for the number of people who click on it. You can also sell ads with the cost per mille (CPM) model, in which you’re paid for every 1,000 impressions the ad makes on your audience. If you have a $1 CPM agreement, then you’ll receive $1 for every 1,000 people who view the ad, regardless of whether they click on it. ## Who Collects Ad Revenue? As the website owner, you’ll collect the ad revenue. Most ad placement services automate the payment collection process and use direct deposit to send payments monthly. Your earnings will usually need to meet a minimum threshold before you’ll receive a payment — for example, Google AdSense will only send out payments once you’ve earned $100 or more. ## Sources of Ad Revenue As a website owner, you can choose from several potential sources of ad revenue. ### Business Owners You can contact business owners directly and pitch them on buying ad space on your site. You’ll need to be prepared with metrics, such as website traffic and audience demographics. It’s also important to carefully curate businesses that would be a good fit for your audience and the type of content you write. Working with business owners directly can be labor-intensive, since you’ll need to handle everything from ad price and terms negotiation to uploading and maintaining the ads. However, when you work directly with business owners, your website keeps all of the ad revenue, rather than paying out a percentage to a third-party ad placement service. ### Google AdSense Google AdSense is one of the largest and most popular ad placement services. Google AdSense simplifies the process of selling ad space: Once you sign up for this free service, you can embed the AdSense code into your website and choose where and how ads appear. The service uses AI to enhance ad display and maximize ad quality and relevance, plus you also have the option to block any ads that you don’t want appearing on your site. Since AdSense doesn’t have any minimum traffic requirements for websites, it can be a solid choice if you’re building up your site traffic and are just getting started with ad revenue. AdSense revenue is based on the number of pageviews your site receives. ### Mediavine Mediavine is an ad management platform that specializes in working with bloggers in any lifestyle niche. The platform’s ad technology prioritizes your site speed and SEO to help maintain an optimal user experience. You can access all of your data on the Mediavine dashboard, and Mediavine also features a video player that lets you monetize your videos, too. Ads are placed automatically for an optimal user experience. To sign up for Mediavine, your website needs to be in good standing with Google AdSense, and you must have 50,000 sessions in the previous 30 days. ## How to Calculate Ad Revenue To maximize your website’s performance and your income, you’ll need to keep detailed records of your ad revenue. Many ad placement platforms will provide data and metrics for you, but when you understand how to perform these calculations yourself, you can better understand what each platform’s data means. You can calculate ad revenue in several different ways. If you’re paid based on a CPM model, you can calculate your revenue in a few simple steps: - Multiply the number of pageviews by your CPM rate. - Divide the result by 1,000. For example, if your website receives 100,000 pageviews per month and a CPM rate of $10, then you would multiply 100,000 x $10. Then, divide the result (1,000,000) by 1,000. Your monthly ad revenue would be $1,000. Since CPM rates will depend on the type of ad, advertiser, and ad platform, this calculation is best used as a rough figure to give you an approximate idea of your earnings. Calculating your click-through rate (CTR) also provides you with important information on how well your website and ads are performing. Your CTR indicates how many of your website visitors actually click on the ads. If you’re paid by a CPC model, this rate also indicates how many of your website visitors take action that will earn you ad revenue. To calculate your CTR: - Divide the number of clicks on your ads over a certain period, such as one month, by the number of impressions over the same time period. - Multiply that figure by 100. The resulting number is your CTR percentage. If your ads received 1,000 clicks but made 25,000 impressions, divide the clicks (1,000) by the impressions (25,000). The resulting figure is 0.04. Multiply it by 100, and your CTR percentage is 4%. The higher your CTR, the better, but CTRs vary significantly by industry. According to Databox, the median CTR for Google Ads across all companies is 3.89%. However, for travel and leisure, that median CTR is 8.24%, while apparel and footwear have a median CTR of 1.98%. Familiarize yourself with the average CTR for your industry, and then monitor your CTR to see how your ads are performing and where there’s room to improve. ## How Much Ad Revenue Can a Site Collect? The amount of ad revenue that a site can collect depends on many factors: - Website traffic volume: If more visitors access your site, your website will usually have more ad impressions and click-throughs, which results in higher revenue. - User experience: A site that creates a good user experience will encourage visitors to use the site for longer, potentially leading to increased ad revenue. In comparison, if ads overwhelm your site, or if pop-up ads make it difficult for users to navigate your site, that poor experience can negatively impact ad revenue. - Site load time: A site that loads slowly may cause users to drop off, reducing engagement and ad revenue. - Content quality: If you create high-quality content that delivers value to readers, your website can attract more visitors and potentially increase ad revenue. - Ad design and placement: The type and design of the ads on your site can impact how visitors engage with them. Placement matters, too, so you may want to experiment with different ad placements to see how they perform. - Visitor location: Businesses often try to target users in certain geographic areas. If your audience primarily comes from an in-demand location, you can earn higher revenue. With so many factors to consider, there’s no one way to precisely determine how much ad revenue your site can collect, but you can get an estimate. Google AdSense’s calculator uses your website industry category, your traffic region, and your estimated monthly page views to calculate potential yearly earnings. ## What are the Benefits of Collecting Ad Revenue? Collecting ad revenue offers many benefits, and it can be a helpful way to monetize your website. ### Simple to Implement Thanks to ad placement services, it’s easy to get started earning ad revenue. Ad services offer various ad placement options, so ads can fit naturally into your site without negatively impacting the user experience. From there, ad placement services take care of just about everything else, including selecting the ads that are the best fit for your website content and audience, and issuing payments. ### Easy to Increase Revenue Since ad revenue is closely linked to your website traffic, growing your website base can also increase your ad revenue, so your growth strategy is simple. To effectively grow your site, you’ll need to focus on creating quality, engaging content that offers value to your audience. Doing so can help not only attract new visitors, but can also encourage your existing audience to continue to visit your site. Producing quality content can also help you to monetize your site in other ways, such as by encouraging visitors to sign up for your e-newsletter. ### Diversified Revenue Collecting ad revenue is a simple way to create an additional revenue stream. You may earn enough through ad revenue to cover your website expenses, like hosting costs, helping to sustain your site long-term. At a larger scale, ad revenue can bring in significant profits, helping to fund your website’s expansion and growth costs. You can earn ad revenue in addition to other monetization strategies, like hosting sponsored posts or offering exclusive content to subscribers. This extra income stream allows you to maximize your earnings and diversify your income for more stable profits. ### Deeper Audience Understanding Selling ads on your website can even deepen your understanding of your audience. By reviewing which ads receive the highest engagement, you can identify products or services and messaging that your audience engages with. You can use that information to further tailor your content and messaging to your audience. ## What are the Disadvantages of Seeking Ad Revenue? While there are many benefits to monetizing your website with ads, there are some potential disadvantages to ad revenue, too. ### Limited Control on Your Website Content When you work with an ad placement service, you have limited control of which ads appear on your site. Some services, like Google AdSense, give you the ability to block certain ads, but for the most part, you can’t pick and choose the ads that are displayed. ### Varying Income Ad revenue income is inconsistent and can significantly fluctuate based on your website traffic, the services and products being promoted, and even the ad’s placement and design. You only have control of a few of these factors, so you can’t necessarily stabilize your ad revenue. Instead, diversifying your income streams can help create a buffer against fluctuating ad revenue. ### Ad Requirements Your website will need to meet specific requirements to sell ad space. Some ad placement programs require a minimum amount of monthly traffic. Plus, some businesses have their own requirements for the sites that they want to advertise on — they may want to see that your site includes or avoids certain terms, for example. Meeting ad requirements may feel restrictive if it starts to infringe on your plans for your site’s content. ### Impacts to Your Website Reputation Your site’s reputation could potentially be damaged if the ads displayed aren’t a good match for your audience. For example, politically themed ads can generate a strong response from your audience, and your visitors might interpret the ads as representing your site’s political slant. Certain ads might drive some of your viewers away. ### Potential Impact to the User Experience Too many ads, or ads that are difficult to navigate, can negatively impact the user experience. For example, if users encounter pop-up ads that are constantly interrupting their ability to read your site’s content, they’re likely to leave your site sooner. ## How to Increase Ad Revenue ### Prioritize the User Experience It’s difficult to overstate the importance of your website’s user experience — 88% of online consumers are less likely to return to a website after they have a bad experience, according to Toptal. In addition, user judgements on a website’s credibility are 75% based on the website’s overall aesthetics. Since user experience is so important to your site’s success and audience growth, be sure to prioritize that experience over ad content. Ensure that your site loads quickly, even when ads are enabled, and incorporate ads so that they complement your site’s design, rather than detract from it. Make sure that users can easily navigate your site even with the ads in place. ### Focus on Delivering Quality Content To grow your site and expand your audience, create a plan to publish quality content, and then make sure that you follow that plan. Your content plan should include details on not only the type of content and topics that you want to focus on, but also on when you will publish content. There is no one specific formula for determining how often to publish content. Instead, you’ll need to consider the type and length of the content you publish, your website’s age and audience, and how much content you can create each week. Try to determine a schedule and stick to it, whether that’s publishing one new piece a week or one every day. Stay informed about Google’s algorithm updates to ensure that you’re following SEO best practices to maximize how well your content ranks. ### Test Ads Carefully monitor and test ads to see how you can improve their performance. Experiment with different ad types, like in-content links or banner ads, to see if your audience engages better with one type compared to another. You can also test having different numbers of ads to see what allows for an excellent user experience while still generating ad revenue. ### Find the Right Ad Management Service The ad management service you use can also impact your earnings. Each service has its own rates, policies, technology, and base of advertisers, so one service might be a better fit for your website than another. If you’re not sure that your current ad management service is right, try a different service and see how it affects your ad revenue. ## Frequently Asked Questions (FAQs) ### What is ad-based revenue? Ad-based revenue is a revenue model in which your company sells advertising space to other brands to generate income. For example, if you run a website about home repair, you could sell ads to businesses looking to connect with your audience, such as businesses offering home repair and remodeling services or supplies. ### How much ad revenue is there per 1,000 views? The ad revenue you receive per 1,000 views depends on many factors, including the industry your site specializes in and the type of content you provide, where your website users are located, how you set up your ads, and the ad platform you use. ### Who pays ad revenue? Advertisers pay the ad revenue, and website owners earn revenue for displaying ads on their site. If you’re working with an ad provider like Google AdSense, you’ll receive payment through Google AdSense, but the advertiser is the one who has actually paid for your services. --- ### Pageviews Explained: The Foundation of Web Analytics URL: https://www.taboola.com/marketing-hub/pageviews/ Last Modified: 2026-06-22 08:39:26 Engaging users is essential for digital marketing, and a pageview is a fundamental measure of that interaction. Put simply, a pageview takes place when a user visits a page on your website: Every page a customer visits throughout the site is a pageview. The more pages a user visits, the higher the pageview count. ## Understanding Pageviews in Web Analytics ### How Is a Pageview Typically Recorded by Analytics Tools? Pageviews measure the total number of pages viewed. This includes one-off views of a page and refreshes of the same page. ### What User Actions Typically Trigger a Pageview? A user can land on, refresh, or even return to a page multiple times to trigger another count for pageviews. There are also unique pageviews, which is when a specific page has been viewed at least once. The duplicated page goes into total pageviews, but only counts as one unique pageview. Pageviews are also different from sessions. Rather than total up the pageviews, a session calculates how long a user stays on your site, in minutes. The newest version of Google Analytics, GA4 doesn’t measure sessions anymore: Instead, it measures “events” manually entered and uniquely created by the person managing GA for a company or website. ## Key Aspects of Pageviews ### What Does the Total Number of Pageviews for a Website Indicate? The total number of pageviews shows how many views a page has gotten. It could indicate how popular a page on the site is, but it’s a good idea to compare pageviews to other types of data to know for certain. For instance, if a small handful of visitors continually refresh a page to check the status of an out-of-stock item or try to secure concert tickets, it can boost the total number of pageviews. But, if you look at unique pageviews, that number might be much lower, since the same people are checking the same page repeatedly. ### How Can Analyzing Pageviews for Specific Pages Provide Insights? Analyzing pageviews is beneficial in several ways. Monitoring specific pages through pageviews helps websites and companies determine if a marketing tactic works. If you’re doing A/B testing, you can use pageview insights to see which test performs better. You can also see if there are any concerns with specific pages — for instance, if an outdated or old page suddenly starts getting a lot of attention, you can optimize it for new readers discovering it for the first time. ### How Are Pageviews Tracked for Single-Page Applications? Single-page applications, or sites that have endless scrolling, measure pageviews differently than other sites. Single-page applications require a few extra steps in Google Analytics, like installing the Google Tag Manager. You can still track pageviews for single-page applications in Google Analytics to make sure each page has tracking set up. ## The Importance of Pageviews in Digital Advertising ### How Can Pageview Data Help Publishers Understand the Popularity of their Content? Pageviews help publishers figure out what type of content is working and what isn’t. It allows them to see what users find interesting and could help guide outlets to doing more of what works — and less of what doesn’t. A low number of pageviews is a good way to check if something isn’t working, or didn’t go as planned. ### How Do Pageviews Relate to Advertising Inventory and Potential Revenue for Publishers? For publishers looking to earn revenue from online content, pageviews are one of the most important metrics. Pageview RPM, or revenue per mille (as in, per 1,000 views), shows how well your site converts pageviews into earnings: Divide your estimated earnings by the number of pageviews and then multiply that by 1,000 to get your magic number. Another metric to determine how pageviews translate into revenue is earnings per thousand visitors (EPMV). This approach provides a more comprehensive look at how your site is performing and includes multiple pageviews, even if it’s the same page. You can determine EPMV by multiplying your monthly earnings by 1,000 and dividing that figure by your total monthly visitors. ### Can Advertisers Use Pageview Data to Identify Valuable Ad Placements? RPM is geared more toward advertiser revenue, since it only accounts for pageviews. EPMV, meanwhile, focuses on visitors. You can use RPM as a measurement, but if you boost ads and increase the bounce rate, there’s a chance the total visitor amount tanks. This could bring down potential revenue. Advertisers can use different pageview data types to determine which ad placements would work best, but it depends on the measuring tools advertisers use for their own performance tracking. So, there’s no universal method for which pageview data is best for everyone. ## Analyzing Pageview Data ### How Can You Track Pageviews Using Web Analytics Platforms? The type of analytics platform you use determines where you can track your pageviews. If you’re using Google Analytics and GA4, you can track pageviews inside your GA dashboard. When you log in, head to the menu and click on Engagement, then Pages and Screens. Here, you'll see the pageviews for a particular page. ### How Can You Segment Pageview Data by Different Dimensions? Within the Engagement section, you can segment your data by traffic source and medium, or how visitors found that page. You can add other segmentations to create a specific table to match the data you’re trying to collect. ### How Can You Identify Trends and Patterns in Pageview Data Over Time? Within GA4, you can target pageview data based on a date range. If you want to see data from the original publication date onwards, you can add that to your criteria. If you’re tracking how many people have been on a page since a new ad placement was added, you can also factor that into your measurements. Using highly targeted measuring tools can help you determine which tactics are successful on your site and which ones need more attention. It can also influence the type of content and ads you publish in the future. ## Pageviews vs. Unique Pageviews vs. Sessions ### How does the calculation of unique pageviews attempt to deduplicate views by the same user during a session? To get an accurate report of who is visiting a site, how frequently, and what pages those visitors are looking at, these metrics require different measurements. Unique pageviews measure individual visitors to the pages visited during a session. There’s a chance one user could view the same page multiple times during a session, so this measurement could show high pageviews, but when broken down into unique pageviews, it shows a much lower figure. ### How do pageviews relate to the concept of a session? A session is recorded from the time a user lands on a website to when they leave it. If you want to record how many pages get viewed in any given day, week, or month, measuring total pageviews is a helpful tool. It’s especially useful for looking at the popularity of a particular page or topic. If you want to monitor how long folks are spending on your site, you can look at total sessions data. ## Key Takeaways Pageviews measure the total number of views for a particular page on a site. Using other metrics alongside pageviews can help determine if a high number of pageviews is actually driving revenue. Publishers and advertisers can use pageviews as a revenue-measuring tool, but it shouldn’t be the only tool to measure potential revenue. ## Frequently Asked Questions (FAQs) ### Does refreshing a page count as a new pageview? If you’re measuring total pageviews, refreshing a page counts as an additional pageview. If you’re measuring unique pageviews, refreshing a page won’t get counted. ### How are pageviews tracked for mobile apps versus websites? Website pageviews are measured differently than mobile apps. For sites, pageviews measure clicks onto a page. Mobile apps are more likely to measure users than specific pageviews. Mobile app developers look at active users, engagement, app use, retention, and other metrics. ### Can a single user generate multiple pageviews in one session? If a single user continuously refreshes a page, it can count for multiple pageviews in a session. This is the most significant difference between total pageviews and unique pageviews, since refreshes don’t count toward unique PVs. ### Is a high number of pageviews always a good thing? High pageviews can be good if other metrics support it. You might miss out on valuable data if you’re only measuring pageviews without considering when (or how long) a user is on the site or page. ### How do bounce rate and time on page relate to pageviews? A low bounce rate, longer time on the site, and even longer time on the page show user interest. But, if a page gets a lot of hits without a lot of engagement — like a high bounce rate, for instance — that shows low user engagement and interest. --- ### How to Develop a Content Marketing Strategy That Works URL: https://www.taboola.com/marketing-hub/how-to-create-a-content-marketing-strategy/ Last Modified: 2025-05-28 08:34:00 Executed properly, a content marketing campaign can open a lot of doors for your overall marketing goals and key performance indicators (KPIs) — driving leads, raising awareness, and boosting sales. Whether you’re diving into the world of content marketing fresh, or you’ve been using content marketing for a while but find your results falling flat, you’ll need to institute a solid content marketing strategy to see the best results. To create a content marketing strategy, you’ll need to define your audience, determine the information they want to see from you (and the formats they want to see it in!), and then create KPIs so you can measure the success of your campaign. Learning how to develop a content marketing strategy doesn’t have to be painful: Follow the steps below to ensure every piece of content your marketing and writing teams create helps you meet your company’s goals and business objectives. ## What Is a Content Marketing Strategy? A content marketing strategy is your blueprint for inbound content marketing. It encompasses your metrics, goals, objectives, key audience, competitors, and the types of content you’ll create. As you dive deep into creating your content marketing strategy, you might be surprised by some of the elements you’ll need to consider. This includes not just how well your content resonates with your readers, but the overall user experience, SEO, how well your content ranks with AI-based search algorithms, and, in general, how your brand shows up across channels. ## Why Have a Content Marketing Strategy? Your content marketing strategy drives your content initiatives, giving you a roadmap for success. “Creating content without a strategy is like navigating without a compass,” says Treasa Edmond, content strategy consultant and founder of Boss Responses and Strategy Bosses. “You might eventually get somewhere, but it probably won’t be where you intended to go.” Many companies mistake a simple content plan as their entire content marketing strategy, which can be a dangerous and costly mistake. Your content plan is all about execution — what types of content will help you achieve your objective, who will create that content, how it will be distributed, etc. A content marketing strategy, on the other hand, is the tactical playbook that brings the enterprise to life, the architectural blueprint that ensures everything serves a purpose. Your content strategy should be a well-researched, intentional guide for how your organization will use content to achieve specific business objectives. “If you take the time to get it right, it will transform how you approach content creation and distribution,” Edmond adds. ## 6 Steps to Creating a Successful Content Marketing Strategy Creating a successful content marketing strategy doesn’t happen overnight. Depending on how much your company invests, it can take months, and is likely to change with market conditions, your company’s offerings, or search algorithm changes. These six steps can help you get started. ### Develop Your Audience Persona Your content strategy must begin with an analysis of your target market, or the audience persona you are trying to reach. Without this important step, your content may not speak to your audience’s pain points. Persona-based marketing campaigns delivered 100% more page views, a 900% increase in site visit duration, and 171% growth in marketing ROI, according to SEMRush. If your organization doesn’t have audience personas in place, it’s time to dig into some heavy research. “You’re not just creating demographic profiles, you're telling the story of your audience’s challenges, aspirations, and their decision-making processes,” says Edmond. “That then informs your content.” You can use various tools and resources to drill down on personas, including: -  Surveys. - Existing buyer personas from your sales and marketing departments. - Social media research. -  Interviews with customers. At this stage, tools like Sprout Social and HootSuite can help gauge market sentiment and find out what your audience is saying about your brand. ### Perform a Content Audit You won’t know what direction to take your content in unless you know what’s already working — and not working — on your website and social media channels. During the audit, you’ll want to look at every piece of content, including: - Landing pages. - Blog posts. - Content (like guest posts) on third-party sites. - Videos (on-site and on third-party sites). - Social media content. Along with creating audience personas, the content audit is one of the most time-intensive elements of developing your content strategy. For websites with thousands of pages of content, you may want to do spot checks of blog posts rather than analyzing every single post. During the audit, look for content that resonates with your audience, content that may no longer fit your brand, and gaps in the content journey that need to be filled. Notice “which pieces are currently driving meaningful business results, and which pieces of content have fallen flat and may need to be revised or removed,” advises Edmond. Map out each piece of content to see where it fits in the customer journey. Do you have a good mix of top-of-the-funnel, middle-of-the-funnel, and bottom-of-the-funnel content? ### Do Competitor Analysis Next, you’ll want to see how your content stands up against competitors, both in terms of search engine rankings and value. You can use tools like SEMRush to find content gaps, but don’t be surprised if, during the analysis, you identify competitors that weren’t top-of-mind previously. Some competitors may address the same pain points and solve the same problems as your brand, but with different offerings. To make the competitor analysis manageable, limit your evaluation to three to five competitors. ### Set Goals for Your Content Before you begin planning content, you’ll want to establish goals. What objectives do you want your content to achieve? How will you measure success? Dive deeper than just page views or bounce rates: Choose metrics that will impact your business. “Your goals should be specific and tied to business outcomes, whether that's growing your email list, generating qualified leads, or establishing thought leadership in your industry,” Edmond points out. ### Share Your Strategy with Your Team Your content strategy won’t work if created in a vacuum. You’ll want to rely on input from sales and marketing team members when you’re creating the strategy, and when it comes time to share your documentation, Edmond says, “Don’t just throw the entire strategy document at them: Create a 30-minute training video on the parts of the strategy that apply to them.” Alternatively, you can walk the teams through your plan, then set up regular check-ins with relevant stakeholders to ensure everyone knows what their goals are, and provide an outline of the strategy as a quick reference guide. ### Execute Your Strategy Finally, taking what you’ve learned, you’ll want to begin to plan the content assets that will help you speak to your audience and achieve your goals. Don’t forget to go back and track your results based on the metrics you determined were important, make adjustments as needed, and continue evolving your strategy as you learn more about what works and what doesn’t. ## Content Strategy Tactics Understanding how to develop a content marketing strategy is one thing, but taking the right next steps requires teamwork, a variety of apps and resources, and the right tactics for everything to come together. ### Use a Buyer Journey Matrix to Create Your Content Plan With your content strategy in hand, you’ll want to begin the task of content planning. A buyer journey matrix that addresses each stage of the sales funnel will help ensure you’re serving readers at every stage of their journey. At this point, outline the types of content, but not necessarily specific titles, that you’ll need for each stage of the journey. ### Create Content Pillars While looking at your existing content, plus the new assets you plan to create, generate a list of content pillars. These are the main themes your content will address. Every piece of content on your site should point back to one of the pillars and expand on this broad theme. ### Plan to Generate New Content from Existing Content Assets Before you set forth creating pages of new content, look at the content you already have. White papers, webinars, blog posts, case studies, videos, and podcasts can all be crafted into shorter posts, social media content, infographics, etc. It’s also helpful to bear this in mind when you first start planning new content: How else can it be presented, and where else can it live? ### Choose the Right Distribution Channels Once you’ve outlined the types of content you want to create — blog posts, case studies, infographics, white papers, etc. — take time to drill down on the best ways to distribute your content. Blog posts may live on your website, while guest posts are placed on other sites. You can write and distribute articles on LinkedIn, and you can share snippets of the info from these articles on your various other social media channels. The possibilities are endless, but remember, you don’t want to spread your marketing team too thin. “Identify where your audience spends their time and focus your efforts there,” Edmond advises. “Quality distribution on a few key channels beats scattered presence everywhere.” Tools to Measure Your Campaign’s Success Getting a clear look into your content marketing’s ROI depends on your specific needs. Consider the following: ### If you’re looking to measure sales: Google Analytics can be your BFF. If you’re hooked up with a customer relationship management (CRM) platform like Salesforce or Hubspot, you’ll be able to connect to Google Analytics for a seamless glance at how efforts are leading directly to revenue. Even without a CRM tool, Google Analytics can still help bridge the gap. Setting up conversion goals (in this case, purchases) can help you directly track sales that stems from a specific URL. ### If you’re targeting leads generated: Similar to measuring sales or revenue, measuring leads generated lends itself to Google Analytics and a CRM tool. Setting up a conversion goal for the moment someone signals to you that they’re interested (effectively becoming a potential customer) is key to determining if your content marketing efforts are, in fact, leading to leads. ### If you’re targeting site traffic: Measuring your site traffic is a pretty great indicator of how you should optimize your content, and — you guessed it — Google Analytics is a pretty great tool here, too. Navigating to Behavior > Site Content > All Pages gets you to a traffic breakdown over time, as well as by URL, so you can clearly see where your traffic is coming from and attribute it to your content marketing efforts. Advanced SEO tools like SEMRush can also help you track where traffic is coming from. Remember, though, that site traffic analysis is only helpful if you discover that you’re attracting the right people to your website, and that they’re taking action once they get there. Otherwise, site traffic might be considered a “vanity metric” that isn’t really helping you achieve business objectives. ### If you’re targeting on-site engagement: Want to know if consumers are engaged with your content? There are several ways to approach this. You can look at bounce rate, page views, time on page, and more to get a well-rounded sense of how the people you drove to your site actually engaged once they got there. The Audience Overview tab of Google Analytics is a fantastic place to see this information. You can break these metrics down by traffic source by navigating to Behavior > Site Content > All Sources, and filtering by Source/Medium. ### If you’re targeting social media engagement: There are a few ways you could break this down. Perhaps you’re interested in straightforward engagement rate, i.e., the total interactions on a post divided by follower count and multiplied by 100. Or, maybe you’re interested in how many new followers resulted from a specific campaign. These metrics are relatively simple to track within social platforms themselves, but they’re greatly enhanced by social media management platforms like Sprout Social, Hootsuite, or Buffer. These platforms offer multiple ways to view data, including overviews like this one: (Source: Sprout Social) You can then, of course, get even more granular and look into how each post performed to round out the scope of understanding around your social media engagement. ### If you’re targeting brand awareness or brand authority: You want people to know who your brand is and/or to know that you’re an authority in your industry. This is the toughest KPI of all to measure (no quick Google Analytics trick for this one), but taking a look at things like PR coverage or a sentiment analysis can be really helpful. Tools like Cision for PR or Sprout Social for social media have these capabilities built in and can make the process go much more smoothly. ## More on Content Marketing Content marketing is a powerful tool for lead generation, brand recognition, and sales. By developing a strategy, you can ensure that every piece of content serves a purpose and helps your organization achieve its goals for increased sales, growth, and reputation building. ### What Is Content Marketing? Content marketing uses informative, authoritative content to help build the trust of your target audience. Examples of content marketing assets include: - Blog posts. - White papers. - Case studies. - Emails. - Videos. - Podcasts. - Social media posts. - Infographics. Content marketing relies on free distribution, not paid advertising, with an emphasis on increasing organic search results, building a loyal audience, and keeping visitors on a website or a social media stream by offering helpful content. ### How Does Content Marketing Work? Content marketing seeks to engage and educate your audience without taking a hard sales approach, ultimately guiding them down the sales funnel until they become buyers and, ideally, brand evangelists. The best content will be shared across channels, elevating and amplifying your message. A well-executed content strategy can improve search engine rankings, build brand recognition, and identify your company as a trusted resource and industry leader. ### Why Investing in Content Marketing is Important If content marketing is new to your marketing team’s strategy, you’ve likely heard that it’s seen merely as a “nice to have,” or that there just “isn’t really a budget for it.” But the quickest way to kill the success of content marketing is to do it half-heartedly. Don’t mistakenly think that just anyone within your organization can whip up a social media campaign, or that whoever has the time to do so can write an engaging email. When you’re creating content, be sure that it’s created by those who are qualified to do it. Haphazard content marketing efforts are easy to spot. You don’t have to devote the lion’s share of your marketing budget for your campaign to be successful, but you do have to recognize that content creation requires resources. ### Content marketing and SEO Search engine optimization, or SEO, plays a role in content marketing, but SEO shouldn’t drive your strategy. “SEO shouldn’t tell you what content to write,” Edmond points out. “But, it can help make your content more focused if you know the right search terms to use.” Increasingly, SEO relies less on specific keywords and more on user-intent and semantically related search terms. Writing a post that’s optimized for Google’s “People Also Ask” section or Knowledge Center can help attract new eyes to your website. Keep in mind, 60% of Google searches in 2024 ended without a click-through to a website, according to a report from SparkToro. This means that, while ranking on Google’s first page remains important, it shouldn’t be the central focus of your inbound marketing strategy. ### Content Marketing and Artificial Intelligence The rise of AI, including Google’s new AI-generated search results, adds another layer to SEO for content marketers. Google’s AI algorithms look for content that achieves its purpose, answering a specific question for readers upfront, and showcasing expert authority. “More than ever, AI search results mean that SEO needs to be a holistic process, focused on user intent,” Edmond says. ### Social Media and Content Marketing With SEO being increasingly harder to master, a moving target that may not lead to the conversions you want, social media plays a growing role in content marketing. Social media should be included in your content audit and your strategy, but if you aren’t a social media strategist, you’ll want to bring in an expert to help with that portion of your content planning. “Whether it’s social media, SEO, or writing content, it’s always worth it to hire an expert for specialized tasks,” confirms Edmond. ## Frequently Asked Questions (FAQs) ### Do I Really Need to Create a Content Marketing Strategy? Yes! Brands should develop a content marketing strategy before embarking on any content campaign, to ensure that the content is designed and distributed to meet their business objectives. ### Do I Need to Share Our Content Marketing Strategy With Other Teams/Departments in my Company? It’s important to share your content marketing strategy with other departments, including sales, customer support, and the c-suite. When each department understands the role the strategy plays in business development, they can benefit from that knowledge. ### How Often Should I Update my Content Marketing Strategy? Many companies update their content marketing strategy annually, but it’s best to do a monthly or quarterly review to ensure your strategy is still aligned with your business needs and market conditions. --- ### General Data Protection Regulation (GDPR): The Advertiser's Guide URL: https://www.taboola.com/marketing-hub/what-is-gdbpr-compliance/ Last Modified: 2026-01-29 07:17:53 You’ve likely heard the term GDPR, or General Data Protection Regulation, discussed for several years now. These days, ensuring compliance with this program is no longer optional, even if your business isn’t based in the European Union. Since it came into effect in 2018, GDPR compliance has become a requirement for any company handling the data of EU citizens. This has fundamentally changed the way that businesses gather, store, and process the personal information of their customers, employees, and vendors. Failing to comply can result in significant fines, so it’s worth educating yourself on exactly what GDPR compliance is and how you can stay compliant, whether you’re a small business or a global organization. ## Key Principles of GDPR Originally adopted in Europe in 2016, and rolled out to full effect by May 2018, GDPR is a data protection regulation designed to safeguard the personal information of all European citizens and those within the European Economic Area (EEA) trade zone. There are six key principles that are the foundation of this regulation and govern how it works, including how personal data should be handled. Breach of these principles is often grounds for non-compliance fines. ### 1. Transparency Any businesses collecting personally-identifiable information about people must do so legally, fairly, and in a way that’s clear to those whose data is being collected. In other words, if you’re collecting information about anyone, you must have clear policies that explain what data is being gathered, how, and what you intend to use it for. Individuals must give their explicit consent in some way for their data to be used. For most companies, this is a big switch from previous data-gathering. Now, everything must be structured as an explicit opt-in rather than simply opting out after discovering that data is being collected. Individuals must also have the option to opt out at a later time, even if they had previously opted in. ### 2. Limitation Any data collected must be used only for the exact reason that was stated when it was collected. Without additional consent, businesses cannot use personal information for other purposes. ### 3. Data Minimization Not only should the data collected be kept for as little time as possible, the amount of data gathered should be the least amount required for the explicit purpose. Excess or irrelevant information should never be gathered, as this means more information for the company to keep track of and maintain confidentiality for. This is essential for data protection purposes. ### 4. Accuracy All personal information gathered must be kept up to date, with clearly outlined processes in place for how to remove data from company systems safely, update any records, or time-out any expiring data. ### 5. Confidentiality The biggest factor driving GDPR is data security. This is why businesses must ensure that any data they hold is kept confidential and protected from theft, loss, or unauthorized access. Under GDPR, it’s not only customer data that matters, but employee information, too. Having up-to-date malware security and protections from internal data theft are essential for ensuring that employee data is just as well protected as customer data. ### 6. Accountability Every business is held accountable under GDPR and must maintain a paper trail — digital or physical — to prove that the regulations are being followed. Regular auditing of data and keeping records securely stored is essential for maintained compliance. ## Rights of Individuals Under GDPR Under GDPR, there are three main classes of data parties which govern how the regulations work and to whom they apply. These are: - Data subjects: The individual whose information is being collected. - Controllers: The organization or business who sets the conditions for what data is collected, why, and how it will be used. - Processors: An organization responsible for processing personal data. Under GDPR, what’s considered personally-identifiable information is strictly controlled, as not all information falls under these regulations. In most cases, if an individual could be identified based on the data, it’s governed by GDPR, e.g., name and age data would be covered, but age alone would not be, as this could be thousands of possible people. There are several key rights that those whose data is covered under GDPR have, including the right to: - Be informed about data collection: All data subjects must be made aware of exactly how their information is going to be used and how that information was gathered and processed. - Access: Any data stored by a company must be accessible at all times to the person that the data is from. - Erasure: Also known as “the right to be forgotten,” GDPR ensures that individuals can have their data completely removed by a company at any point upon request, unless a legal obligation or other mitigating circumstance outweighs this. - Objection: Individuals can object to their data being gathered and processed at any point, unless there are legal grounds for the company continuing to do so. - Portability: Those whose data has been gathered have the right to request their data be moved from one company to another. ## What Does GDPR Compliance Mean for Businesses? For businesses, GDPR compliance is typically broken into two distinct categories — those who are based within the EEA and those who aren’t. Simply being located outside the EU doesn’t mean your business is exempt from following GDPR rules. Businesses based in the EU are likely to fall under these regulations automatically, even just with employee data and no customer data. But for businesses outside of the EU, GDPR can still apply. If the company offers any type of goods or services to EEA residents, even for free, or regularly monitors online activity of EEA residents through online cookie tracking, GDPR compliance is still needed. As a result of GDPR, businesses must be more defined in why and how data is stored and implement greater security practices to maintain the confidentiality and safety of this information. For larger organizations, hiring a Data Protection Officer (DPO) or someone whose job it is to maintain this data is essential for ongoing regulatory compliance. Fines are surprisingly easy to receive if your business does not comply. They can run up to 20 million Euros or 4% of global annual turnover, whichever is higher, for the most severe breaches. As of 2025, Meta has had the largest fine so far: 1.2 billion Euros. But even minor non-compliance issues can result in a substantial fine, up to 10 million Euros or 2% of annual revenue, whichever is higher. ## Steps to Achieve GDPR Compliance Companies who will likely be subject to GDPR requirements should follow several key steps to ensure that all information is safely and securely collected and stored for ongoing compliance. ### 1. Understand what data you’re collecting and why It’s one thing to collect data, but it’s another to know why and what you’re going to use it for. One of the key principles of GDPR is data minimization, so it’s essential that you know upfront what data you need and for what purpose, to prevent you from holding onto excessive, irrelevant data. You also need to know with certainty who has access to this data and train them on how to keep it safe. ### 2. Get clear consent All data gathered must be part of an opt-in system, giving individuals the right to explicitly consent to their data being used. This is why all privacy policies should be routinely reviewed and revised as necessary, so individuals fully understand what is being asked of them and consent can be given freely. ### 3. Increase security measures Implementing company-wide security measures is essential for protecting data at every level. This could mean encrypting information stored on company servers, limiting access to the data, and regularly conducting security-focused audits to ensure breach protections are in place. ### 4. Prepare a data breach response plan If a breach should occur, it’s vital that the organization has a well-planned response to mitigate the damage and to inform individuals that their data has been compromised. If a plan is being put together when a crisis occurs, it’s too late. A clear incident response plan should be established ahead of time, with clear role assignments for necessary tasks. GDPR requirements state that businesses must report any breaches within 72 hours. ### 5. Review vendor agreements If your business works with third-party vendors who may have access to customer data, it’s also important to review what they’re doing to stay compliant with GDPR. Data protection agreements should be built into vendor contracts to mitigate risk to the business gathering the data. ### 6. Conduct regular audits GDPR compliance is an ongoing process, so regular audits should be conducted to stay updated with changing regulations. ## Tools and Resources for GDPR Compliance There are numerous options for compliance software on the market today, from those that manage customer data to others that audit your data for overall compliance. ### Zendesk A global helpdesk software, Zendesk manages sensitive user data while maintaining compliance with GDPR. Users can be automatically removed from the system after a set period of time after their ticket closes, and scheduling GDPR updates is quick and simple. ### Microsoft Purview Compliance Manager An addition to Microsoft 365, this tool ensures enforcement of data minimization while performing classification based on data sensitivity levels. ### Amazon Macie This tool uses machine learning and pattern matching technology to find sensitive information stored in business systems and provides automated protections based on data security insights. Beyond compliance tools, businesses should stay updated on any regulatory changes to GDPR via the official website, the Information Commissioner’s Office in the U.K., and the European Data Protection Board (EDPB). ## Common Myths About GDPR Compliance Understanding GDPR compliance may seem complicated and it’s always best to check with a legal advisor who specializes in this type of compliance if you have any questions. But it’s also helpful to have an understanding of the basics yourself, including some of the most common myths about GDPR. ### 1. It doesn’t apply to small businesses. There’s no exemption clause to GDPR — regardless of how big or small your business is, if you collect data from users in the EU, you have to comply. ### 2. GDPR is only about consent to collect information Consent is a major principal of GDPR, but it’s not the only aspect of data it covers. Security is also a significant part of this policy, along with providing detailed guidance on what to do in the event of a data breach. ### 3. If data is public, it’s not considered under GDPR Regardless of where the data comes from or where it’s held, if it can be used to identify individuals, it must still comply with GDPR. ### 4. Compliance is a one-time assessment GDPR compliance is an ongoing effort, which requires businesses to regularly conduct audits on their data storage and security, along with reviewing records that may need to be deleted. ## Real-World Examples of GDPR in Action Within five years of its launch, GDPR has seen hundreds of companies fall victim to breaches, and face hefty fines as a result. Unsurprisingly, the biggest fines have been handed out to some of the world’s largest tech companies, like Google and Meta. In 2023, Google was fined 90 million Euros by the French Data Protection Authority, CNIL, for non-compliance. Their error? Making it too difficult for users to reject cookie tracking on YouTube, essentially forcing them to give consent to be tracked because it was easier than saying no. British Airways also faced a substantial fine of close to £200 million in 2019. A cyber hacking incident on their website meant that over 400,000 users were diverted to a malicious site, where criminals were able to steal their personal data. ## Key Takeaways GDPR is not only a legal requirement, but a critical step in building trust with customers, employees, and partners through ensuring responsible data management. By following GDPR best practices and principles, businesses are able to protect personal data more effectively, while also strengthening security measures and avoiding costly penalties for non-compliance. ## Frequently Asked Questions (FAQs) ### What kind of data is protected under GDPR? GDPR protects any personally identifiable information that can be used to identify an individual, either directly or indirectly. This includes names, email addresses, phone numbers, IP addresses, location data, financial details, and sensitive information like health records or biometrics. ### What are the penalties for non-compliance with GDPR? Penalties for GDPR non-compliance can be high, with fines of up to €20 million or 4% of a company’s global annual turnover, whichever is higher, for major violations. ### Do small businesses need to comply with GDPR? Yes, small businesses must comply with GDPR if they collect, store, or process personal data of individuals in the EU, regardless of where the business is based. However, some requirements, like appointing a DPO, may only apply to larger organizations. ### Can non-EU businesses ignore GDPR? No, non-EU businesses cannot ignore GDPR if they offer goods or services to EU residents or monitor their online behavior through tracking. --- ### Looking Beyond Old-School Ads: Modern Strategies to Reach Today’s Audience URL: https://www.taboola.com/marketing-hub/from-old-school-to-modern-ads/ Last Modified: 2025-03-03 12:20:57 It wasn’t long ago that advertising referred simply to TV ads, billboards, or buying space in a print magazine. But lots of trends have converged at once to change the key pillars of advertising: Cable TV viewing has declined, third-party cookies have been banned, streaming media has become fast and available, and social media platforms have proliferated quickly. Audiences now are tech-savvy, discerning, and often short on attention. They’re skipping through or avoiding TV ads, they’re using mobile devices, and they’re streaming media: Nielsen found that video streaming sites account for 25% of TV usage. Businesses of all sizes are tackling these changes in multiple ways, with varying degrees of success. Let’s look at the necessary strategies and tactics to reach today’s audiences to meet revenue and other goals. ## Identifying What Needs Your Brand is Addressing The challenge of developing modern advertising strategies lies in deeply understanding your brand’s promise to users — and who those users are. These steps can help outline what your brand needs to know at this stage. ### Identify Your Goals What is your business trying to achieve with advertising efforts? Consider the specific goals or KPIs as you start your planning. Depending on your industry, business maturity, and budget, these could be brand awareness, lead generation, conversions, or other measures. You should also have a solid understanding of what your company is offering and why your products or services are useful to your prospects. ### Get to Know Your Audience Knowing your customers and potential customers is the first step toward reaching and connecting with them. If you haven’t already, build a buyer persona that takes into account what you already know and what you can gather about your ideal buyer. What are their demographic attributes? Where are they active online or in-person? This step is key to making sure you target wisely and don’t waste your resources on the wrong channels or audiences. Marketing only to the right audiences will lead to better results and more revenue later. ### Crunch the Numbers With business goals established and a grasp on who your audience is, start mapping out where to spend your budget first. This will change over time as more data becomes available, but to start, try a few channels and formats to start reaching your prospective users. ## 7 Modern Strategies to Effectively Reach Your Target Audience With all the advertising options available, where will you start? Once your business goals, ideal audience, and budget are aligned, you can choose which of these strategies — or combinations of strategies — will be the best mix for your business. ### Social Media Marketing Social media is an important organic channel, and its advertising options are also robust. LinkedIn Ads are key to reaching business audiences, while more consumer-oriented channels like Facebook and Instagram offer more personalized options. The Facebook algorithm excels at audience identification and tracking, helping target new audience members and gather information as you run ad campaigns. Plus, consider remarketing — showing ads to users who have already visited your website — as a tactic to remind users of what your brand offers, if they don’t buy anything the first time they see your ad. ### Content Marketing Content marketing is an always-on way to educate, entertain, and advertise to your audience. It is the creation of relevant content that touches on topics your audience is interested in. This specialty includes many channels and formats, such as videos, blog posts, articles, social media posts, emails, graphics, and more. Email marketing, as part of content marketing, can be a useful way to capture customer data and later add affiliate links or native ads. ### Interactive and Immersive Content Creativity wins in modern advertising content. With lots of new and emerging technology, brands can make an impact and attract new audiences if they think outside the box. Interactive and immersive content options might include virtual reality (VR) or augmented reality (AR) tools, interactive content like quizzes or maps, personalized calculators, polls, and more. With any type of interactive content, keep the audience’s preferences front and center to engage with them and build your brand. ### Video and Live Streaming Video and live streaming encompass most of today’s popular channels, whether on social media platforms or embedded in websites. Influencer marketing often overlaps with this area of advertising, too. Creativity in video and live streaming can help your brand gain recognition and drive purchases, particularly short, entertaining, social-first videos. ### Personalization and AI Personalization and AI are still in their early days, so there’s plenty of room to experiment and get creative in this space, as long as you’re keeping your audience and business goals in mind. AI-fueled personalization can include chatbots, recommendations on what to check out next, tailored ads, and immediate customized content based on user preferences and behaviors. Using AI intelligently can save marketers a lot of time and reap solid rewards. Consider some of the many emerging tools available for personalization and AI in advertising, including Bloomreach for targeted product recommendations, Jasper for intelligent chatbots, and Amperity for personalized content. ### Native Advertising Reaching people where they are is essential for successful modern advertising. Native advertising is paid advertising where the ads look and feel just like the media where they appear — the “native” format. They don’t stand out as ads on a website, making them easily approachable to users. A potential customer might see a native ad as a recommended piece of content, or as part of a social media news feed. They also show up at the top of Google search results. Consider placing native ads on the channels your users frequent, and make sure to take advantage of the available targeting options to reach them. ### Programmatic Advertising Another modern advertising option is programmatic, where algorithms and data dictate where, when, and how much ad space your business will get. Programmatic advertising might include private marketplaces and real-time bidding, with Facebook Ads and Google both offering targeting options for valuable audience members. This option can be very efficient, allowing for specific targeting, and offer a one-stop shop for businesses to manage all their live ads. ## How to Measure the Impact of Modern Strategies There’s no shortage of data in the modern world of advertising. Each channel or platform will likely offer its own ways for you to access data that will detail the success or failure of your latest strategy. With this data, you’ll want to understand which topics are leading to the highest audience conversions so you can then build more of that type of content, or repromote and re-advertise the content you have on that topic already. Also look at the data that shows which content performs best on which channel, so you can focus on videos for social, for example. In general, remember that digital marketing and advertising strategies take time to show results. Make sure you’ve mapped out time frames in advance so you can stop, take stock, and adjust as needed. Also keep in mind that one great ad can bring in more leads, conversions, and revenue than 10 less-targeted, lower-quality ads. Focus on what’s doing well and how you can do more of it. If your ads aren’t doing well, return to your key learnings about what your audience wants and see if you should tweak messaging, retarget ads, or try another channel or platform. ## What Are the Challenges in Modern Advertising? Before the busy internet age, you might have four or five good choices for your ads, depending on the audience and product. The biggest challenge nowadays is figuring out where your audience is, and how to best reach them. Getting your message to the right people is the primary goal of digital marketing and advertising, and it requires a lot more research and data than it used to. Marketing to the wrong audience will waste resources, and missing a key audience can mean your results won’t reflect the reality of your brand and products’ promise. Creating the right mix of channels and formats in your advertising, then, matters a lot, as does spending money in the right places. At the beginning, it’s particularly important to test and learn from your hypotheses about what audience members like and where they can be found. Testing and learning never really stops in the digital era, but use your judgment on what to keep running at all times, and where to test new theories. ## Key Takeaways Modern advertising is a wild world, but don’t be discouraged by the sheer volume and variety of options available. You can use this range of options to your advantage when you know your audience and use the data available to experiment and innovate. Best of all, modern digital marketing rewards agility and creativity. If you can create entertaining, trend-driven short videos quickly, you’re already ahead of the game. If your small team can brainstorm a campaign based on your product and audience knowledge, and bring it to market, you’ll know quickly whether it’s a success or not, and take a lot of learning from that. Try new things, embrace the options and strategies available to you, and you’ll be on the road to success. ## Frequently Asked Questions (FAQs) ### What is a good way of getting the audience's attention? Audiences have short attention spans and a lot of competition for that attention. You can get in front of them with creative, compelling content. To do so, make sure you understand what their day-to-day problems are so you start with your audience in mind, not with your product or offering. It’s also important to know which trends and priorities are surfacing in your particular vertical or industry, and have data and other details available to back up what you’re saying. Talk to your audience like humans, with a strong narrative and a conversational approach. Use visuals, consider new options like immersive experiences, and always present your brand as an expert. ### What is the best way to communicate to an audience? Whatever your audience, you’re communicating to busy humans who are often overwhelmed or inundated with content across the internet. Knowing your audience includes figuring out how they like to hear from you, whether that’s via email newsletter or on LinkedIn. Pay attention to the signals they send about where they’re consuming your content. Always be concise about what you’re saying to them, as well as clear about what you’d like them to do back, whether that’s visiting your website, sharing a social media post, or answering a poll. ### What is the most effective way to persuade an audience? In digital marketing and advertising, audiences are persuaded by expertise and trust in the brand or product. When prospects feel like a company understands their problems and needs, it’s more likely they will make a purchase or convert to a lead. This doesn’t happen overnight, but speaking to your audience authentically and consistently, across all formats and channels, will build authority over time. --- ### Desktop vs. Mobile Usage: Trends, Advantages, and Key Differences URL: https://www.taboola.com/marketing-hub/desktop-vs-mobile-usage-trends/ Last Modified: 2026-02-24 13:02:22 Let’s take a quick step back in time, all the way to the wild days of 2016. That was the year, according to The Guardian, that mobile web browsing overtook desktop browsing for the first time. In many ways, we’ve never looked back. Instead, advertisers should look forward: In an ever-changing digital world, one constant is that marketers need to reach potential customers if they want to drive brand awareness and score sales. In the distant, ancient past, when all online activity was conducted on desktop computers (or laptops — I’ll be using the term desktop or simply “computer” as a catch-all), digital marketers could focus on placing ads on websites, applying SEO tactics that would drive search engine results, and focus on various types of content placement, from popups to banners to advertisements on the margins of webpages. In our mobile-dominated era, marketers need to be more dynamic and flexible in their traffic buying, because mobile devices simply get more usage than computers. Here’s what you should need to know about desktop vs. mobile usage in 2025. ## Desktop vs. Mobile Experience The difference between desktop vs. mobile usage is, of course, driven by behavior. Most people use their phones for quick tasks, like researching a product’s price, scrolling social media, getting directions, or checking the weather, email, or texts. Mobile usage these days reflects the speed of modern life: People are used to instant information and content loading fast. However, mobile usage is usually characterized by shorter attention spans. According to Databox, 70% of the time, the average mobile session is a mere 3.5 minutes. The smaller screen size and tendency to be doing ten things at once with phones means users are less likely to conduct thorough research or browse multiple pages in one session. Desktop usage, though it accounts for less and less overall traffic, continues to dominate in certain areas, especially when online transactions involve higher-value purchases or more complex research. This use case is rooted in how people process and act upon information. Larger screens, stable internet connections, and rapid load times make it easier to review more complex information, switch between tabs, and study images or watch videos. Desktop users also tend to feel more secure entering payment information or uploading other sensitive documents into what they feel is a stable platform, which is important for transactions that involve large investments, according to Quartz. Furthermore, desktop sessions are usually longer because people tend to use desktops in places that allow for more attention, such as a dedicated workspace or home office. ## Desktop vs. Mobile Usage Statistics As noted, late 2016 saw a shift in the way the world goes online. It was during that fall that mobile usage surpassed desktop usage for the first time, and the trend has only continued in that direction. At last check, in the midsummer of 2025, approximately 64% of global web traffic is accounted for via mobile devices, meaning smartphones in particular, while 36% is accounted for by computers — and about 2% is accounted for by tablets, according to data from DigitalSilk. Although people are using mobile devices to go online more often than they use traditional computers, desktops still have plenty of clout with users. When we consider in-depth research and high-value online actions, such as researching and making an offer on a car, or booking a vacation, for example, desktops still play a significant role, as people tend to spend more time per visit and view more pages per session on desktop devices compared to mobile. Per Semrush, in 2023, the average visit duration was almost 38% longer on computers than on a mobile device, and people viewed about twice as many pages per visit. ## Desktop vs. Mobile Historical Usage Statistics We know that 2016 was when mobile usage surpassed desktop usage for the first time, but it’s informative to look a bit farther back to show how significant the change was. Per data sourced from MobiLoud.com, in the year 2015, desktop usage still had a notable lead over mobile, at nearly 60% versus just over 35% for mobile usage. That means things changed precipitously and fast. (Note that these data exclude the use of tablets, focusing just on mobile smartphones.) Want more evidence? Look just a few years earlier: In 2013, desktop usage accounted for a staggering 79% of all usage. It’s remarkable, really, that in about a decade since the mobile overtaking, as it were, there has been an almost even flip, with mobile now accounting for about two thirds of online usage and desktop for the remaining one third of usage, give or take. ## User Engagement Signals Smartphones may ostensibly be handheld computers with many of the same capabilities as regular computers, but how people use mobile devices vs. desktops is actually quite distinct, and marketers looking to effectively buy traffic — which means placing ads, paid search results, and the search-engine optimization of content — need to understand the difference. Desktop and laptop computers are a better interface for many tasks because users can easily switch between websites and applications, and because they have faster and more reliable processing power, per Research. You can be working on large files and go between a lot of website page tabs at once. The big screen of a full-sized computer can help you focus for longer, as can the full-sized keyboard and the haptic response of using a mouse or trackpad. On the other hand, the great thing about smartphones is how convenient and easy to use they are. You can check your texts, read and reply to your emails, and look over things like an analytics report at any time with just a glance at your phone. The different ways of using desktop vs. mobile are shown in several key engagement indicators, including: ### Bounce Rate Mobile users, on average, have a higher bounce rate than those on desktops, per Semrush, Bounce rate is the percentage of visitors to a site who navigate away after viewing only one page. This can be demonstrated clearly through online shopping, for example. Shopping behavior reflects certain clear differences. Mobile shopping is often about convenience; users will grab their phones to make a purchase while waiting in line or during commutes, spending money at times they would never have even been able to before. Conversely, desktops are used more for deliberate actions, such as crafting an itinerary for travel, analyzing financial data, or writing product reviews. Interestingly, many users will start their online processes on mobile but switch to desktop for the closing steps, especially when enhanced security or attention to detail is important, or when anything like a large sum of money is involved. ### Session Duration Desktops are for bigger projects that require more focus. People use them to play involved online games, to work on important projects like architectural design or film editing, for writing a term paper or major work memo, or for researching expensive items before making a purchase. Mobile, however, is all about speed and ease. It’s where people scroll through social media, shop quickly for affordable or everyday items (re-ordering cat litter on Amazon, for example), or play basic games when they’re killing time. On average, overall, people spend more time on sites and pages when on a computer, and this allows for advertising that’s more in-depth, such as long form videos, more written copy on static ads, interactive carousel-style posts, etc. ### Conversion Rate Conversion rate is a stat measuring how effectively a site or an app converts visitors from leads into actual customers (or subscribers, members, and so on). A conversion is an action the marketer hopes a user will take, be it a sale, a signup, or a follow. It's calculated by dividing the number of conversions by the total number of visitors (or sessions). Generally, per Alpha Efficiency, desktop conversion rates are higher than mobile conversion rates, which is true for several reasons, including that basic fact of larger screen sizes, but also very much a factor of the mindset of the user. Mobile users are much more likely to bounce around quickly based on attention span or interruption, to be doing several things at once, or to be browsing without much of a plan in mind. At times when people are working, computer sessions tend to be longer, since computer users are performing more complex or in-depth tasks. That said, overall, there are many more people using mobile than there are using desktop, so even if the conversion rates are lower on a case-by-case basis, mobile still has massive potential for driving conversions since it casts a wider net. ## Desktop Usage Advantages and Disadvantages As mentioned, desktops make it easier to focus, because of that larger screen size, the keyboards, and the mouse or trackpad interaction. They also allow users to work on complex tasks, as one can easily toggle between different tabs and windows, can have multiple documents, spreadsheets, and other files open, and can use that trackpad or mouse (or even a large touchscreen in some cases) and often with two or more monitors in play. The most obvious drawback to using a desktop is that it’s not conveniently mobile. Even a laptop is not a truly mobile device, in that you don’t use it while walking down the street or standing on the train or bus, so you’re somewhat tethered down when using a computer. ## Mobile Usage Advantages and Disadvantages The biggest advantage of mobile is the sheer number of people using mobile devices, and the amount of time they spend on them per day. The smaller screens of mobile devices limit the types of content marketers can place on mobile, though, and as noted, the bounce rates are higher and the conversion rates lower. Still, the wide range of media people can access on mobile — from social media sites and games to video content and text, email, and apps — can compensate somewhat, as can the ubiquity of usage. ## Key Takeaways When it comes to weighing desktop vs. mobile usage in your advertising decisions, there isn’t a right or wrong answer between the two: You should simply be clear on which option is better for driving the conversions and engagement you seek. More people are indeed going online via mobile devices at present, but on average users spend more time — and more actionable time, for the record — when on a desktop, so do not assume more quantity means more quality when planning your marketing budget. ## Frequently Asked Questions (FAQs) ### What percentage of internet traffic is mobile? Mobile devices accounted for 64.35% of global web traffic as of the summer of 2025, according to data sourced from SOAX. ### What is the bounce rate of mobile vs. desktop usage? According to most available data, mobile devices generally have a significantly higher bounce rate compared to desktop computers. Studies often show a mobile bounce rate around 50-60% while desktop bounce rates are closer to 30-40%. ### Do people shop more on desktop or mobile? People generally shop more on mobile devices, but more expensive purchases, such as for a designer item or a pricey plane ticket, are made on computers. So in terms of dollars, the division is not so clear-cut. ### What percentage of Google searches are done on mobile devices? Per data from Semrush, as of July 2025, 63% of Google's organic search traffic in the United States came from mobile devices. ### Why does mobile-first indexing matter for SEO? Mobile-first indexing makes it more likely that a page or site pops up on a mobile device, but the benefits of mobile search engine optimization (SEO) go beyond just generating more traffic from mobile searches — it also improves the overall experience for users. This can lead to more conversions and can keep users more engaged with a site. --- ### 14 Essential Back-to-School Marketing Strategies to Sell Your Products URL: https://www.taboola.com/marketing-hub/back-to-school-marketing-ideas/ Last Modified: 2025-08-13 11:21:39 Back-to-school shopping is the second most important retail period, just behind the winter holidays. With students and parents on the lookout for trending school supplies, academic essentials, stylish clothing, and other student needs, now’s the time to focus on marketing to capture this audience. The S&P Global Market Intelligence study projects that the back-to-school season will continue to increase every year — in 2024, it was projected to reach over $1 trillion in sales. With many families looking for discounts and Labor Day promotions, customers start searching for new products to get ready for the upcoming school year as summer comes to a close. This time of year, stretching from the middle of summer to early fall, can be your business’s opportunity for record sales. Back-to-school season is a great way to increase sales if you market it in the right way to the right people. A study by Capital One Shopping showed that most households spend $597 per child for K-12 and $1,366.95 for those in college. Historically, back-to-school shoppers compare prices online, so having a solid online marketing plan is important. To attract this market, businesses should focus on showing off the value of their products along with offering special back-to-school deals. Let’s delve into some impactful marketing strategies and innovative ideas to capitalize on this potential and drive success. Here are 19 creative marketing strategies from mid-summer to early autumn to engage customers and boost sales. ## 14 Essential Strategies to Market Back-to-School Products ### 1. Tailor Your Campaigns for Your Target Audience The most successful back-to-school campaigns focus on strategic marketing techniques that resonate with your audience. “I recall one particular campaign we ran for a client in the education sector,” says Andy Golpys, the co-founder of the award-winning branding and web design studio, MadeByShape. “We decided to launch a social media campaign that would run from June to September, targeting parents and teachers who were preparing for the upcoming school year. We created a series of engaging ads and social media posts that highlighted the benefits of our client's educational resources and partnered with influencers in the education niche to promote our client's products. Looking back, I realize that our success was largely due to our ability to understand our target audience and tailor our marketing efforts accordingly.” ### 2. Redesign Your Storefront and Website Enhance your online and offline presence by incorporating seasonal themes that reflect the spirit of this time of year. By adding a Back to School banner on the top of your website or refreshing other website visuals and social media posts, you help the customer identify you as a top choice for their purchases. Pepper marketing materials with colors, images, and messages that resonate with the school season. For your physical spaces, consider adding decorations and signage that celebrate local schools’ team colors, as well as seasonal changes, creating an engaging and inviting atmosphere for your audience. ### 3. Build Multi-Generational Appeal “Your marketing needs to resonate with Gen Z students and their millennial parents,” says Allie Pellerano-Rendòn, CEO & co-founder at The Collection Atelier, which focuses on fashion design and marketing. “Highlight value-driven benefits like quality, versatility, and longevity. Position your products as smart investments rather than one-time purchases, appealing to practicality and style preferences.” This double-edged marketing sword helps customers make purchasing decisions with confidence in your brand. ### 4. Offer Exclusive Discounts for Students and Teachers Build loyalty with special deals for students and educators, who have a lot of clout and might spread word-of-mouth marketing. A lot of items that parents will buy for their children are obvious: pencils, notebooks, and backpacks, but you might also look at teacher needs and offer them at a discount. Of course, check your margins to ensure you’re still within profits, but you can stay competitive by keeping price points lower than other vendors in your market. Optimize your marketing by using clear messaging and eye-catching visuals to attract attention. Launch engaging promotions, such as limited-time offers, to excite students as they prepare for the school year. These strategies will enhance sales and build lasting customer loyalty. ### 5. Personalize Your Campaigns Back-to-school consumer trends are shifting towards personalized shopping experiences. Keep this in mind, and create lists or product pairings that work for specific groups or ages. Shipping and convenience are essential, as well, and families are seeking efficient purchasing options that allow for quick delivery and a hassle-free experience. Ensure that your digital platforms have a great user experience and that your shipping is seamless and speedy. Divide your email list into specific segments based on factors such as customer preferences, purchase history, and demographics. This allows you to craft personalized recommendations that resonate with each group. Offer exclusive discounts tailored to their interests to enhance engagement and foster customer loyalty. ### 6. Incorporate User-Generated Content Encourage customers to share their purchases on social media using a designated hashtag or visual template. Consider running a giveaway or competition for the best user-generated content (UGC) created by your followers. Repost your customers’ stories on Instagram and TikTok, or post about them on your website’s front page. This not only builds community and excitement around your brand but also helps improve your website's ranking on Google, as sites with UGC are favored over those without. ### 7. Promote Back-to-School Bundles Offer discounted bundles that cater specifically to various age groups, school grades, or demographics. For instance, take a closer look at the selection of products available in your catalog that would be particularly suitable for third graders or students aged 8 to 10. Think about items such as educational supplies, fun stationery, or engaging books that would resonate with that age group. You could also make bundles specific to certain sports or academic activities. By thoughtfully curating these bundles, you can provide great value and also meet the unique needs and interests of young students. ### 8. Expand Beyond Search and Social with Open Web Advertising While Google and Facebook ads are powerful, relying solely on them can limit your reach, especially during highly competitive seasons like back-to-school. The "open web" offers a vast landscape of premium publisher sites where your target audience is actively discovering new content and ideas. Certain platforms drive significant performance gains by tapping into new, high-intent audiences on trusted news and content sites, helping you cut through the noise and capture attention as families prepare for the new school year. ### 9. Create Seasonal Video Content Create captivating videos that highlight your products in real-world scenarios, demonstrating their features and benefits in action. Show potential customers how your offerings can enhance their lives by providing visual storytelling that captures attention and sparks interest, and make sure it ties back to the back-to-school season. ### 10. Harness Themed Social Media Campaigns Start a “Back-to-School Countdown” or other vibrant campaigns to position your brand as an authority in the space. Spark enthusiasm with engaging campaigns that feature smart tips, how-to guides, or parenting advice along with your essential products. This strategy will captivate your audience and build trust. ### 11. Host a Back-to-School Contest Boost your social media engagement by running fun contests with great prizes! Encourage followers to share their photos or ideas related to your brand. Offer appealing rewards like exclusive merch or gift cards. Get the word out about these contests with fun and eye-catching posts to boost excitement and get everyone involved. It'll help build a lively community and strengthen those connections with your brand. ### 12. Curate Back-to-School Guides Create downloadable checklists for essential items tailored to various demographics, such as first graders, high school seniors, or your Taylor Swift-loving pre-teens. These practical lists make it easy for users to keep track of important items while also introducing them to new products. As a bonus, they can be easily printed or saved for quick access, establishing your authority in the field and increasing brand loyalty. ### 13. Launch a Referral Program Motivate your customers to refer friends and family by offering attractive discounts for both the referrer and the new customers they bring in. This mutually beneficial program rewards your loyal patrons for spreading the word about your business and incentivizes newcomers to try your products or services at a reduced rate. It’s a win-win situation that fosters community and growth. ### 14. Organize a School Supply Drive Collaborate with local schools to host a school supply drive, offering incentives like rewards for high contributors. This initiative encourages community support and ensures all students have the essential supplies they need. ## Back-to-School Marketing Phrases and Slogans to Try Use these marketing slogans to come up with ideas for your company’s back-to-school marketing campaigns. Back to school means back to savings! Unlock amazing savings on all your back-to-school essentials.  Gear up for the year ahead — grab everything you need for school success.  We're giving this back-to-school sale an A+! Find great deals on all your back-to-school supplies. What's better than extra credit? Extra savings! Make the grade with school supplies that won’t break the bank! ## Considerations When Launching Your Back-to-School Marketing Campaign “The back-to-school marketing landscape has transformed dramatically in recent years, shaped by shifting consumer behaviors and a digital-first-world approach,” Pellerano-Rendòn says. “Today's campaign planning requires a nuanced understanding of generational attitudes and the changing nature of education.” As you build out your 2025 marketing campaign for the back-to-school season, include these key considerations. ### Timing is Everything If you’re wondering, “When should I launch my back-to-school marketing campaign?”, you’re already ahead of the crowd. Timing, in fact, is everything when it comes to marketing campaigns. After all, you don’t sell Christmas toys in February or Valentine’s gifts in August. Think seasonally and follow advertising algorithms. “Back-to-school campaigns start early because parents budget big purchases months ahead,” says Vivian Au, founder of Air Corporate, which facilitates online company registration and provides accounting and other services for entrepreneurs and SMEs. “Early promotions capture shoppers who spread costs across paychecks. Retailers compete for limited household budgets, making first-mover advantage valuable.” You’ll want to start social media posts about two to four weeks before your target sales dates to give them enough time to gain traction. Paid ads (via Google, Facebook, Instagram, or TikTok) can take up to two weeks to find your target customers, and social media posts can take up to four weeks to catch on. ### Invest Where Your Customer Is Where does your customer spend time? Are they kids looking for trendy products on TikTok? Savvy dads reading Google reviews? Or are most of your purchases coming from moms who price compare through an app? When planning your back-to-school marketing strategies, focus your budget on the platforms where your target customers are most active to engage them effectively. Remember, you always want to invest your money where your customer spends their time. ### Specificity is Key Parents and students focus on the current year, so you don’t want to market algebra tools to a kindergartener or crayons to a middle schooler. Market your products for each grade or a range of ages, or create bundles so parents can buy them all in one place. If you operate a local business, consider reaching out to schools in your community to inquire whether they have released their school supply lists. Obtaining these lists will allow you to align your inventory with the specific items that students and parents are looking for. By ensuring that you stock the supplies suggested by the schools, you can better meet the needs of your customers and attract more business during the back-to-school season. ## Key Takeaways Implementing impactful back-to-school marketing strategies offers a valuable opportunity for businesses to substantially increase sales. By tweaking your online presence with engaging visuals, offering exclusive discounts, and addressing the needs and preferences of students and their parents, businesses can effectively navigate the dynamic landscape of this crucial retail season. These targeted efforts not only drive immediate sales, but they also cultivate lasting customer loyalty, so you can bring your clients back for the holiday season and position your company for future success. ## Frequently Asked Questions (FAQs) ### What does back-to-school season mean? The back-to-school season refers to the period when students and parents prepare for the new academic year. This typically involves shopping for school supplies, clothing, books, and school-year gear like backpacks and lunch boxes. ### What month is back-to-school in the U.S.? While the back-to-school season can vary by location, most businesses in the United States target late July to early August for their back-to-school marketing strategies. ### Why do back-to-school ads start so early? Back-to-school ads start early to capitalize on consumer readiness and psychological triggers. Retailers aim to capture shoppers' attention before the rush, promote early discounts, and encourage families to plan and budget for supplies, clothes, and other essentials well in advance. ### What are the most popular back-to-school products? Back-to-school shopping lists primarily feature electronics, clothing, shoes, and administrative school supplies like pencils, markers, and notebooks. With technology playing an essential role in education, devices have become as marketworthy as traditional items like backpacks and binders. You might also consider selling tech products, devices, and accessories like USB cables and detachable keyboards. --- ### The Best Financial Affiliate Programs for Marketers in 2026 URL: https://www.taboola.com/marketing-hub/financial-services-affiliate-programs/ Last Modified: 2026-03-31 12:16:37 If you’d like to earn money through financial services without becoming a banker or accredited financial advisor, expanding to financial affiliate marketing could increase your earning potential. Marketers and finance professionals are increasingly leveraging financial affiliate programs to capitalize on the industry’s growth and the high earning potential they offer. What’s changed in our 2026 update: - Five new affiliate programs added: - Chase - Chime - eToro - Robinhood - Wealthfront - Six new affiliate networks added: - FinanceAds International - Fintel Connect - FlexOffers - Impact - Panthera - PartnerStack - Updated and current in-depth information on all platforms. - New and current stats and figures added. - Pros and cons section added to each partner entry. - User reviews and opinions/pros and cons added to each network entry. ## The Appeal of Financial Affiliate Marketing An increased demand for financial products and services has driven the finance industry to expand, encompassing everything from online banking and cryptocurrency to easy DIY investing solutions. According to Research and Markets, an independent data platform, the financial market is expected to reach $124.65 billion by 2034, at a YOY CAGR of 7.45% between 2025 and 2034. In addition, the affiliate marketing industry is rapidly growing and offers excellent earning potential. Affiliate marketing spending in the United States reached $9.56 billion in 2023, and could reach $13 billion per year in 2026. This expansion of the digital finance and affiliate market sectors has created new opportunities for those seeking high-yield income. Financial affiliate marketing stands out as a top-tier option because it leverages a cost-per-action (CPA) model. Unlike traditional, traffic-based models, CPA models pay you when a user completes a specific action (such as signing up for an online banking account, funding a brokerage account, or applying for a loan). Because financial institutions place a high premium on the long-term value of a customer, these actions often command significantly higher payouts than a standard click. While cost-per-click (CPC) strategies may offer volume, CPA structure provides a better earnings-per-click (EPC) ratio. With specialized programs in niches like crypto or fintech now offering commission rates as high as 50%, this model turns performance marketing from a volume game into a high-stakes, high-reward strategic asset. ## 9 Worthwhile Affiliate Programs in 2026 Many banks, financial institutions, and credit card companies have financial affiliate programs. To maximize the value of one of these programs, look for one aligned with the content you publish. Other factors to consider when choosing the right program for your platform are commission rates and structures. Some affiliate programs worth a look this year include: ### 1. Acorns Niche: Investing, banking This micro-investing app helps sixers automatically invest spare change, save for retirement, and manage money through diversified portfolios. It’s a “found money” program where shopping with partner brands through the Acorn app triggers automatic investments into the user’s account, allowing shoppers to earn while they spend. Through its affiliate and referral programs, influencers and users can earn commissions (about $10 per lead or $5 per referral) by promoting the app via unique links. A neat perk is that, when a new user signs up, connects a funding source, and makes their first investment, both parties receive a bonus. Pros: - High payout potential, as Acorns often runs promotions that pay decent bonuses for getting a specific number of friends/associates to sign up within a set timeframe. - Once a referred user signs up, you can potentially benefit from ongoing, consistent use if they keep using the app. Cons: - Lack of clarity on bonuses. “It seems like Acorn uses these promotions as a fishing tactic to get more signups, subscriptions, and investments with no intention of actually paying out the bonuses they advertise,” said one Redditor. ### 2. Chase Affiliate Program Niche: Banking The Chase Affiliate Program often functions through its “Refer-a-friend” initiative or professional affiliate networks. It allows individuals and partners to earn commissions by driving new, approved customer acquisitions for Chase credit cards or bank accounts. Partners promote personalized links to earn bonuses (e.g., cash points) upon successful, approved account openings. Marketers can also join affiliate networks to promote Chase products on their websites to earn commissions. Pros: - Chase offers a wide range of products, with affiliates able to promote a portfolio that includes credit cards, checking accounts, and personal loans. - The company processes commissions fairly quickly, crediting your account within 30 days of a successful referral. - Chase offers a variety of marketing resources (banners, tracking links, email templates) to its affiliates. Cons: - Unlike some of its competitors, Chase offers a lower, flat commission rate of $50 (Citibank affiliates can earn up to $200, depending on the referral). - Compared to Citibank and American Express, Chase offers fewer high-reward, luxury products for promotion. ### 3. Chime Niche: Banking This fintech company offers fee-free mobile banking, including checking, savings, and credit builder accounts. Its affiliate program allows content creators, influencers, and bloggers to earn commissions (typically $8-$10+ CPA) for driving successful user enrollments through platforms like Admitad and FlexOffers. Affiliates earn a fixed commission for each new user. Marketers can use tracking links, banners, and content (reviews, videos) to promote Chime on websites and social media. The program offers a dashboard to monitor clicks, conversions, and earnings in real-time. Affiliates also have access to creatives and updates on special promotions. Pros: - Chime’s huge user base and solid reputation in fintech make it easier for affiliates to build instant credibility with their audience. - The platform’s fee-free structure and user-friendly design make it easy for users to sign up. - Affiliates benefit from a reliable monthly payment schedule and a real-time dashboard to track their earnings. Cons: -  The program is only available in the U.S., limiting its appeal for affiliates with a global or international following. - Because it focuses on everyday banking, affiliates may miss out on broader audiences interested in more diverse services like loans or investment portfolios. ### 4. Coinbase Niche: Cryptocurrency. Coinbase is a regulated cryptocurrency exchange platform for buying, selling, and storing digital assets like Bitcoin and Ethereum. Its affiliate program allows approved creators and businesses to earn commissions (50% of a referral’s trading fees for the first three months) by promoting the platform via unique links on websites, social media, and newsletters. Interested creators, publishers, or influencers must apply to its affiliate program; once approved, partners receive access to promotional assets (banners, links) to share. Pros: - As a leading NASDAQ-listed exchange, its name recognition lowers the barrier for converting skeptical or first-time crypto users. - Affiliates earn a 50% share of all trading fees generated by referrals. - A low $10 minimum payout threshold increases accessibility for new affiliates. Cons: - Affiliates earn only three months of commission per referral. - Can’t receive payments in cryptocurrency. - There are several subreddits where Redditors express frustration about not receiving their referrals or having to jump through many hoops to get paid. ### 5. Credit Karma Niche: Credit monitoring, loans, banking Credit Karma is a free personal finance platform providing users with credit scores, reports, and financial product recommendations (credit cards, loans, insurance). It operates on an affiliate model, earning commissions from financial partners when users, often referred by affiliate marketers or via targeted ads, are approved for recommended products. The program has a 30-day cookie period and offers $7 per new member, $4 per member logging in after 365 days of inactivity, $0.30 per user clicking on an offer, $0.20 per user entering a specific marketplace, and $.10 per user entering the marketplace. Pros: - Credit Karma rewards you for simple signups, making it easier to monetize audience intent without needing a hard sell. - Because the service is free for users, you can focus on providing educational value instead of relying on aggressive sales tactics or limited-time discounts. Cons: - The program offers a one-time, low-tier payout per lead, with no opportunities for residual commissions, upsells, or long-term revenue sharing. ### 6. eToro Partners Niche: Investing Founded in 2007, eToro is a global social trading and multi-asset brokerage platform that allows users to trade stocks, crypto, ETFs, and copy experienced investors. The eToro Partners affiliate program enables marketers to earn commissions by directing traffic to the platform, offering options like CPA or revenue sharing for referring new depositing traders. Partners get access to marketing materials, including banners, widgets, videos, and landing pages. It works on a commission model. Pros: - As an international platform, it’s a credible choice for a diverse, global audience. - Its CopyTrader tool allows beginners to mirror the moves of top-performing investors. Cons: - Its cryptocurrency services are unavailable in several U.S. states and territories, including NY, HI, NV, Puerto Rico, and the U.S. Virgin Islands. - One Redditor said, “I joined eToro and traded 100€ of crypto, and I referred a friend that also did that with my link, I even got an email about his successful registration… no reward for me. Got message from eToro saying that they cannot give me my prize.” ### 7. Robinhood Niche: Investing Robinhood offers commission-free stock, ETF, options, and cryptocurrency trading. Through its affiliate program, publishers, bloggers, and creators can earn commissions by referring new users to the platform. Affiliates receive a unique tracking link to share across their content, like websites, blogs, or social media. The program offers various cookie-tracking windows, depending on the network, ensuring credit for referrals made within that time. Benefits include competitive commission rates, access to exclusive promos, and in some cases, free stock bonuses for the referrer and referee. Pros: - Its brand recognition and fee-free interface make it effective at converting younger, mobile-first investors. - The program offers broad flexibility, allowing creators to drive referrals through many channels, including social media, newsletters, and blogs. - Affiliates gain a competitive edge via early access to upcoming product news and educational resources. Cons: - It’s primarily geared toward the U.S., which restricts the earning potential of affiliates with international traffic. - Its commission structure fluctuates, making monthly revenue less predictable for professional affiliates. ### 8. SoFi (Social Finance, Inc.) Niche: Banking, including loans, accounts, and cryptocurrency. SoFi is a fintech company and FDIC-insured bank that offers a unified, mobile-first platform for banking, investing, and lending, including student loan refinancing and personal loans. The SoFi affiliate program enables publishers and financial content creators to earn high-value, fixed-sum commissions (up to $1,000 for specific loans) by driving qualified users to sign up for accounts, loans, or investment services. Pros: -  Financial bloggers and content creators can earn up to $150 per lead. - The cookie window is 30 days. Cons: -  Commissions are paid only after loans are approved. ### 9. Wealthfront Niche: Investing This automated, low-cost robo-advisor manages investment portfolios using algorithms for a 0.25% annual fee. It works with affiliate marketing by paying partners (financial bloggers, content creators, influencers) for referring new users who fund accounts (minimum $500 deposit to start). It typically operates through affiliate networks or direct partnerships. Partners earn commissions for specific actions, such as when a user clicks a referral link, opens an account, or deposits funds. Pros: - You earn a flat $55 commission for every referral. - Works well with long-form SEO content. - User-friendly for first-time investors. Cons:  - Limited to the U.S., potentially leading to wasted traffic from international followers. ## 8 Best Financial Affiliate Networks The right network for you is the one acting as an engine that drives your financial affiliate success. While a standalone affiliate program connects you to a single brand, a high-caliber network provides access to dozens of institutions simultaneously. The benefit of this approach is that you can offer your audience a diverse portfolio of credit cards, investment tools, fintech solutions, and more. While this diversity is convenient, it’s also a strategic necessity for accessing untapped market niches and building a resilient, multi-stream income. Today’s premier financial affiliate networks provide more than links; they offer sophisticated infrastructure for a privacy-first, AI-driven world. By consolidating and simplifying administrative tasks and enabling real-time tracking, these networks empower you to focus on what matters most: creating high-trust content to guide your audience through complex financial decisions. ### 1. Awin (formerly ShareASale) Founded in 2000 and now part of Awin, this company connects online merchants with affiliates to drive sales. It acts as an intermediary, providing tracking, reporting, and payment tools for 16,500+ merchant programs across categories, including fashion, home, and technology. It enables companies to launch, manage, and track their own affiliate programs, with access to a large network of publishers. It offers affiliates a free platform to find products, generate tracking links, and earn commissions via websites, blogs, or social media. What the users say: According to reviews on Reddit: Pros: - Clean and user-friendly affiliate dashboard. - Comprehensive tracking tools. - Reliable PayPal and bank payments. - Helpful tutorials and support. - Consistent commission payouts. Cons: - Some delays in program approvals. - The interface could use a light refresh. ### 2. CJ Affiliate One of the world’s largest and oldest global affiliate marketing networks, CJ Affiliate connects publishers (content creators, influencers, websites) with advertisers (brands) to drive sales and earn commissions. It specializes in performance-based marketing, providing tools for tracking, analytics, and partnership management across retail, travel, and finance verticals. CJ’s portfolio includes finance brands like USAA, Ally, and Barclays. It operates on a pay-for-performance model, including commissions for sales, leads, and sometimes pay-per-call services. What the users say: Redditors didn’t have many positive things to say: - “No custom affiliate links - just specific affiliate links that don’t appear to ever register clicks and a Chrome extension that a bunch of advertisers don’t allow use of.” - “I never reached the payment threshold due to sales being infrequent and they charged it all back in fees. Pretty disheartening.” - “It’s super hard to navigate and get links.” According to G2: Pros: - Strong partnerships with diverse brands. - Has real-time performance tracking and reporting. Cons: - UI outdated and confusing. - Approval process is slow. ### 3. FinanceAds International A leading European specialized affiliate network and performance marketing agency, FinanceAds International connects banks, insurance companies, and fintechs with high-quality publishers to drive customer acquisition through CPA, CPL, and CPS models. It offers over 500 affiliate programs, including partnerships with Trade Republic, DEGRIO, Santander, and other brands. It provides affiliates with commissions, specialized financial comparison tools, and GDPR-compliant tracking, and offers white-labeling, API interfaces, and performance management for campaign optimization. Pros: - Has high commission potential. - Manually checks all publishers. - Robust tools and support. Cons: - Slow payment frequency. - High minimum payout (€100 minimum threshold). ### 4. Fintel Connect This performance marketing network and technology provider helps banks, fintechs, and financial institutions acquire new customers through a curated network of publishers and influencers. Operating on a cost-per-acquisition (CPA) model, it enables brands to pay only for actual conversions rather than clicks or impressions. With Fintel Connect’s core services, users can manage affiliate programs, track campaign performance, and confirm regulatory compliance. What the users say: According to Zoftware: Pros: - Advanced tracking and analytics. - High-quality partners. - Lead generation tools. Cons: - Niche-specific. - Has a payment threshold. ### 5. FlexOffers This affiliate network connects over 75,000 content creators, influencers, and publishers with 12,000+ global advertisers. It’s a comprehensive, one-stop platform for managing affiliate marketing, with tools for link tracking, real-time reporting, and monetization solutions across various industries. Publishers and marketers gain access to thousands of affiliate programs, customized tools, and support for driving revenue through content. Advertisers get a platform to launch, manage, and scale marketing programs by connecting with a curated network of publishers. What the users say: One Redditor said, “I've been running websites and online projects for over 20 years. They recently informed me that one of the sites I manage doesn’t qualify because it has to have real organic traffic (one of the larger ones in its demographic), original content (literally thousands of pages of curated content and moderated UGC), and legitimate contact information (if you look in the about section) and the publisher rejected me - after my application sat on their site for at least 6 months.” According to ainfluencer: Pros: - Trustable tracking. - User-friendly interface. - Multiple payment options. - Global reach. Cons: - Delayed payouts. - Mediocre customer support. - Poor affiliate quality control. - Doesn’t integrate with Amazon’s systems. ### 6. Impact.Com (formerly Impact Radius) This leading partner management platform automates and optimizes affiliate, influencer, and strategic partner programs. It helps businesses discover, track, and pay partners through features such as tag management and cross-device tracking. Impact.com features tracking, payment automation, and performance analytics, allowing companies to scale their programs while maximizing ROI. Brands can manage diverse partnerships (traditional affiliates, influencers, strategic partners) from a single dashboard. The company provides advanced, multi-touch attribution to track performance and revenue across devices. It also offers fraud protection. What the users say: One Redditor said, “The payouts themselves are generally reliable and the minimum payout can be as low as ~$10 depending on the program, with PayPal or bank transfer options. The platform is pretty ‘enterprise-style,’ so the UI can feel clunky and there’s a learning curve. Smaller affiliates also don’t get much support, so ticket responses can be slow.” Another Redditor agreed, saying, “Impact is a legit platform, great tracking, solid partner discovery marketplace, good integrations. But it’s built for companies managing hundreds of affiliate relationships with complex commission structures and multi-touch attribution needs. If you’re just starting an affiliate program you probably have fewer than 20 active affiliates and a straightforward commission model. You’re paying for a Ferrari to drive to the grocery store.” Pros: - “The platform is suitable for B2B content creators.” - “Once you’re in, the brand direct relationships are way better than going through a middleman network.” Cons: - “Approval process took me 3 weeks and 2 follow-up emails before they looked at my site.” ### 7. Panthera Network This performance-based online marketing company, headquartered in Nevada, specializes in CPA, CPL, and CPI models. It operates as an ad network connecting advertisers with publishers, delivering high-volume leads and sales. It delivers targeted, data-driven advertising campaigns via mobile, social media, and digital channels, plus blogs, banners, contextual, email, and search. What the users say: According to byword.ai: Pros: - High-paying financial lead offers. - Exclusive fintech campaigns. - Fast payouts. Cons: - Strict on traffic quality. - Limited to professional publishers. ### 8. PartnerStack This comprehensive partner relationship management (PRM) platform is designed for B2B SaaS companies to automate and scale channel programs, including affiliate, referral, and reseller partnerships. It provides a centralized marketplace, tracking, and payment automation, helping businesses increase revenue by managing the entire partner lifecycle from onboarding to payout. Users have access to over 450,000 active, curated partners, helping companies find new partners and partners discover new programs. What the users say: One Redditor said, “As an affiliate marketer, I love Partnerstack. I have affiliate partnerships with more than 200 brands just on Partnerstack. You can tell that I discovered all these brands via their marketplace. So yes, they help in discovery and good marketers will constantly look for new programs to join from their marketplace.” According to G2: Pros: - User-friendly. - Seamless partner management and easy to manage affiliate partnerships. - Timely payouts. Cons: - Payment process is cumbersome. - Limited customization options for reporting. - Suboptimal customer support. ## How to Choose the Right Financial Affiliate Program To maximize your earnings, you must choose a financial affiliate program that’s right for you and your audience. Consider these factors as you explore different programs. ### Look for Products That Fit Your Niche and Audience First, consider your niche. If you specialize in budgeting and money-saving advice, savings accounts, budgeting apps, receipt trackers, and investment apps could be a good fit. By choosing products that are highly relevant to your content, promoting them reads less like a sales pitch and more like helpful advice for your audience. If you have an established platform, engage with your audience to learn more about their financial pain points. Look for businesses and products that address those pain points and are likely a good fit for your niche and audience, such as a simple, user-friendly app that streamlines investing for first-timers. ### Choose Products and Services You Use Pro tip: choose products or services that you use. This experience allows you to share your own experiences. Your personal feedback (the good and the bad) can build your audience’s confidence in the products or services. It’s also easier to promote products and services that you believe in. Your audience will sense that authenticity, and you’ll experience the satisfaction of knowing you’re promoting helpful products and services. ### Look for Companies with Strong Reputations When a company has a good reputation for trustworthiness and transparency, it’s much easier to market it to your audience and encourage purchases or signups. An added benefit is that customers with positive experiences are more likely to make future purchases (which may lead to additional commissions). Your reputation is on the line, too. If you market a product or company that falls short of customers’ expectations, your audience might lose trust in you and your future product recommendations. ### Consider Commission Rates Review each program’s commission rates and structure, and consider whether it will appeal to your audience. Commissions can vary widely in the finance industry, with both flat-rate and percentage-based commissions common. Flat rate commissions typically range from about $4 to $100 or more, while percentage-based commissions can vary from 5% to about 50%. Think carefully about the actions that result in these commissions. A larger $100 commission may appeal, but those commissions are often reserved for high-ticket items (think: someone approved for a new business loan). Depending on your audience and its size, you might earn more with a smaller $5 commission for each signup for a free trial. ### Choose Programs with Longer Cookie Durations Each affiliate program has a cookie lifetime or duration — the time you’re associated with a customer and their purchases when they click on your affiliate link. A 30-day cookie lifetime means you’re eligible for commissions on qualifying purchases or actions made within the 30 days after a customer initially clicks on the link. Once the cookie expires, your eligibility for commissions ends. Note that cookie durations range from 24 hours to 90+ days, but 30 days is about average. ### Review the Contract Before you sign up with a financial affiliate program, carefully review the contract. Pay close attention to the terms and conditions (T&C) to confirm you can comply and won’t inadvertently violate them. If you have any questions about T&C, seek clarification before you sign up. ## Key Takeaways Finance affiliate marketing can be a rewarding and profitable business venture. Once you’ve chosen programs appropriate for your audience, consider how you’ll drive traffic to your site and affiliate links. While the financial niche is full of opportunity, though, it’s also highly competitive; you need a thorough and unique content marketing, advertising, and promotion strategy. ## Frequently Asked Questions (FAQs) ### Can you make $10,000 a month with affiliate marketing? It’s possible to make $10,000 a month with affiliate marketing, but many factors will impact your income, including your audience size, your platform, commission rates, and products and services alignment with your audience’s needs. It can take time to build up your affiliate marketing income, so be patient and use the platform’s data and marketing insights to continuously improve your marketing. ### What is the most profitable affiliate? Certain affiliate niches can be highly profitable. The artificial intelligence niche has experienced rapid growth, and Forbes reports that the overall AI market will reach $1,339 to $1,345 billion by 2030. Personal finance is also a highly profitable affiliate niche, as are the travel and pets niches. ### Is finance a good niche for affiliate marketing? The finance niche can be an excellent choice for affiliate marketing. This niche provides many opportunities, especially as the finance industry expands into AI, online banking, cryptocurrency, and more. Additionally, the United States’ financial literacy rate is 49%, according to a TIAA Institute-GFLEC study, so there are many opportunities to educate consumers and help them find the financial products and services they need. --- ### Your 101 Guide to Begin Making Money with Affiliate Marketing URL: https://www.taboola.com/marketing-hub/affiliate-marketing-income/ Last Modified: 2025-06-30 11:10:09 Affiliate marketing can be a lucrative gig. Industry experts suggest that the affiliate marketing landscape is poised for significant growth, with some top earners making upwards of $100,000 per year. As an increasing number of brands recognize the advantages of affiliate partnerships, there are various opportunities to capitalize on this trend. Those who successfully establish a distinct niche and dive deeply into their data are likely to enhance their earnings in this evolving environment. ## How Do Affiliate Marketers Make Money? Affiliate marketers earn income by endorsing products or services from different companies using special affiliate links. When these links direct visitors to the company's site and facilitate sales or leads, the affiliate marketer receives a commission. To engage potential customers, they employ various strategies, including content marketing, blogging, social media, and email marketing. The more effective their marketing strategies are, the more they can earn. ## Affiliate Marketing: Types and Categories Affiliate marketing encompasses various pay structures, including pay-per-click (PPC), pay-per-sale (PPS), and pay-per-lead (PPL). Other models include multi-tiered affiliate programs, influencer partnerships, and content marketing. Each type utilizes different strategies, allowing affiliates to earn commissions based on their performance and traffic generation. Some of the most common affiliate marketing channels are: ### Social Media Marketing Social media influencers promote products to their followers on a variety of social media platforms — including Instagram, TikTok, Facebook, Snapchat, and YouTube — using affiliate links in posts or videos. There are also vendor-dedicated influencers that represent single platforms, like Amazon and eBay. If you have a decent following, this can be a great way to earn some extra cash or even a full-time income. ### Email Marketing Using email to promote affiliate products can be highly effective, especially when you have a trusted list of subscribers. Focusing on a specific niche amplifies this impact. By targeting a distinct audience, your recommendations become more relevant, enhancing engagement and boosting conversion rates. ### Content Marketing Many affiliates run websites or blogs where they share reviews, tutorials, or helpful tips. By creating valuable content and including affiliate links, you can attract visitors and make sales while building trust with your audience. By thoughtfully embedding affiliate links within written posts or video content, you not only facilitate purchases but also enhance their credibility. This strategy fosters a strong sense of trust with readers, drives sales, and cultivates a loyal community around your insights and expertise. ## Average Income of Affiliate Marketers The average affiliate marketer earns about $8,038 per month, or $96,336 annually, according to a survey by Authority Hacker. That said, though, the average income can vary significantly based on factors such as niche, personality, demographics, experience, traffic sources, and time invested in their affiliate marketing efforts. Like most income-generating activities, building an audience takes time, and generally, the highest incomes go to those who have been doing it the longest. Immediate success is rare in affiliate marketing; it requires time and dedication. Those with less than a year of experience typically make around $636 per month. If you’re new to affiliate marketing, your income may be low at first. The achievements of others illustrate that through dedication and a comprehensive understanding of affiliate marketing, individuals can achieve significant income levels over time. Here are some more insights into affiliate marketers' earnings: - A small percentage make six figures. According to a report by Statista, about 20% of affiliate marketers earn less than $20,000 per year, while around 7% can make over $150,000 annually. This broad range showcases the potential for high earnings in affiliate marketing but also highlights the challenges many face. - The longer you learn, the more you earn. If you’re not seeing the income growth you want immediately, don’t give up just yet. According to Authority Hacker, affiliate marketers with over three years of experience earn more than beginners — 9.45 times more, in fact. - Some affiliate marketing niches are more profitable than others. Finance, technology, education, and health-related products tend to yield higher commissions than other niches. According to research from Diggity Marketing, affiliate marketers in these lucrative niches often report the highest earnings, with some exceeding $100,000 per year. While the potential for income in affiliate marketing is significant, it heavily depends on dedication, strategy, and market selection. If you're considering getting into affiliate marketing, it’s essential to research and find a niche that resonates with your interests and offers profitable opportunities. ## Factors That Influence Affiliate Marketing Earnings ### Commission Structure The percentage of sales or fixed amount earned per conversion greatly impacts overall earnings. Higher commission rates often increase affiliate revenue. ### Traffic Quality and Source The amount and quality of traffic directed to affiliate links play a critical role. Targeted posts aimed at users who are already interested in the product or niche, tend to convert at higher rates than generic posts. Traffic from posts that go viral may have impressive numbers, but the broad nature of the audience means that it may not convert as highly. ### Product Relevance and Demand Promoting products that are in high demand or closely aligned with the audience's interests can significantly enhance conversion rates, leading to greater affiliate earnings. ## How to Get Started in Affiliate Marketing ### Research Affiliate Programs To effectively monetize your online presence, look for affiliate programs that work well within your niche and offer brands you often recommend. Carefully review their commission structures to ensure they align with your needs. Notable, high ticket platforms to consider include Amazon Associates for a wide range of products, ShareASale for diverse merchants, LTK for influencer-brand connections, Skimlinks for easy linking, and ClickBank for digital products. Choose the platform that best suits your audience and goals. ### Choose a Niche Choose a particular area of interest or a field in which you have developed expertise that genuinely excites you. Engaging with a subject you are passionate about not only enhances your motivation but also keeps you actively involved as you promote products. Aligning your interests with your promotional activities will make the process more enjoyable and authentic, allowing your enthusiasm to resonate with your audience. ### Build a Platform To effectively promote your affiliate links, consider establishing a dedicated website, blog, or engaging social media presence. By producing high-quality, informative, and relatable content, you can draw in a diverse audience. This not only helps in building trust but also fosters a loyal community that values your recommendations and insights. Engaging storytelling, thoughtful reviews, and practical advice will enhance your credibility and encourage visitors to explore the products or services you confidently endorse. ### Consistently Create Good Content This is the most essential part. Creators must share relative, authentic, and high-quality content to build a trusted audience. Focus on writing blog posts, filming video reviews, and creating social media posts or linkable PDF guides that offer value to your audience. Provide high value to your audience and integrate your affiliate links naturally within your content. ### Diversify Diversifying advertising channels is crucial for expanding audience reach and optimizing key marketing metrics. Relying on a single platform limits exposure and makes campaigns vulnerable to algorithm changes, market shifts, or increased competition. By leveraging a mix of digital, social, search, and the Open Web, businesses can engage different segments of their target audience, improving brand visibility and conversion rates. A multi-channel approach also allows marketers to gather valuable data across platforms, enabling better optimization of ad spend, message personalization, and performance tracking. Ultimately, diversifying advertising efforts enhances both reach and return on investment, driving sustainable growth. ### Track and Optimize Analytical tools can help you monitor the performance of your affiliate links and traffic sources. These tools provide insights into metrics like click-through and conversion rates, helping you identify the most effective strategies. By analyzing this data, you can refine your approach, adjust your promotional techniques, and focus on what drives the highest earnings, ultimately optimizing your affiliate marketing success. ## What to Expect as a Beginner in Affiliate Marketing As someone new to affiliate marketing, you should be ready for a challenging learning journey. At first, you will devote time to grasping how affiliate programs function, including important terms like commissions, cookies, and tracking links. Concentrate on selecting the right niche that matches your passions and has an audience that could be interested. Producing valuable content is crucial, whether it’s through blogging, social media platforms, or email campaigns. Prepare for some trial and error — remember, success doesn’t come instantly. Earnings may be modest at first, but with ongoing effort and optimization, growth is possible. Connecting with other marketers can also offer helpful insights and support. ## How to Maximize Your Affiliate Earnings ### Choose the Right Affiliates Partnering with reputable companies and high-quality products that align with your audience's interests and values is essential. This not only increases the likelihood of successful conversions but also cultivates a deeper sense of trust and credibility among your audience. This strategic collaboration can enhance your brand's reputation and foster stronger relationships with your followers, making them more inclined to engage with your offerings. ### Put Content Quality First Develop engaging and informative content that naturally incorporates your affiliate links. This can be accomplished through various channels, such as engaging blog posts, informative videos, or interactive social media content. All of these should offer meaningful value to your audience. ### Utilize Email Marketing While social media platforms are essential for growing your audience, they’re driven by algorithms which are out of your control. This makes an email list a valuable part of your marketing mix — you can always reach the audience that opts-in to your newsletters. Make sure there is a sign-up page on your website and/or linked through your social profiles. Share valuable content, such as helpful articles and resources, along with affiliate offers for monetization. Personalized recommendations based on subscriber preferences can also enhance your efforts and significantly improve conversion rates. ### Track and Optimize Performance Utilize analytics tools to track the performance of your affiliate links and the strategies you use to promote them. By closely monitoring the data, you can identify which links generate the highest engagement and conversion rates. Make it a priority to consistently refine your tactics based on these insights, allowing you to enhance your overall results and boost your earnings effectively. Regular adjustments and optimizations responding to this data will help you succeed in affiliate marketing. ## Is Affiliate Marketing Still Worth it in the Future? As online shopping and e-commerce keep expanding, the market for affiliate collaborations is expected to increase. With advancements in technology and analytics, marketers can better track performance, optimize campaigns, and achieve higher conversions. Additionally, the increasing reliance on social media and influencer marketing opens new avenues for affiliate initiatives. Success can take a long time and requires staying updated on trends, choosing the right niche, and focusing on building trust with your audience. ## Key Takeaways Affiliate marketing offers an exciting opportunity for those eager to tap into its earning potential. With annual incomes ranging from around $60,000 to well over $100,000, the earning possibilities are impressive for those who put in the effort. The various models, such as pay-per-sale, pay-per-click, and pay-per-lead, provide flexibility to fit different styles of marketing and target audiences. As the sector keeps growing, those who monitor analytics and establish a unique voice will be well-positioned to take advantage of the flourishing environment in affiliate marketing. ## Frequently Asked Questions (FAQs) ### Can you make $10,000 a month with affiliate marketing? While it's possible to make $10,000 a month with affiliate marketing, it requires strategy, dedication, and effort. Success often depends on factors like choosing the right niche, promoting quality products, and effectively building an audience through various channels, such as social media or email marketing. Many successful affiliate marketers invest time in creating valuable content and optimizing their strategies. While it may take time to reach this income level, persistence and learning can lead to substantial earnings. ### What does an affiliate marketer do? An affiliate marketer promotes products or services of other companies through various online platforms, such as blogs, social media, or websites. They create content that includes affiliate links, which track any sales made through them. When customers choose to click on these links and proceed with a purchase, the affiliate marketer is granted the opportunity to earn a commission. Their role involves selecting the right products to promote, targeting the right audience, and driving traffic to the advertiser’s site to maximize conversions. ### How do I become an affiliate marketer? To kickstart your career in affiliate marketing, choose a niche that leverages your unique skills and in which you feel passionate. Authentic passion always outranks research. From there, research affiliate programs that fit your niche, such as Amazon Associates or ShareASale, and apply to be an affiliate on their website or app. Create a platform to promote products, such as a blog, website, or social media profile. Produce quality content that attracts an audience and seamlessly incorporates affiliate links. Finally, build relationships with your audience while tracking your performance to perfect your strategy over time. ### What are the top affiliate networks? Each of the top affiliate networks sets its own commission rates and focuses on particular areas of affiliate marketing. We suggest doing your research to ensure you’re choosing the right affiliate network for you. Top affiliate networks include CJ, Impact, ClickBank, ShareASale, FlexOffers, LinkConnector, aWin, Affiliate Future, AvantLin, Amazon Associates, LTK, and Skimlinks. --- ### Your Ultimate Guide to Content Marketing Metrics URL: https://www.taboola.com/marketing-hub/content-marketing-metrics/ Last Modified: 2025-11-13 13:26:44 Content marketing metrics are designed to help you determine whether your strategy has the intended and desired effect. Your metrics are data points that help you gauge how well your content is doing and can be descriptive (qualitative) or numeric (quantitative). Here’s what you need to know about making sure your content marketing metrics measure what you want them to. ## Why Is It Important to Track Metrics in Content Marketing? Data is a big part of making better decisions about where to put your marketing dollars. The right content marketing metrics can help you understand your strategy's effectiveness and provide you with information you can use to tweak your approach and boost your return on investment (ROI). Here are some reasons why understanding content marketing metrics can help you make the most out of your content: - Understand whether the content engages the target audience. - Find out how to modify your content to meet audience needs. - Improve search engine rankings. - Identify areas where you can grow. - Adjust your content strategy in response to what you learn. Once you know which metrics you want to use and you have a plan in place, you can make regular improvements to your content to make it more effective and profitable. ## How Do You Build a Content Marketing Measurement Strategy? When developing your content marketing measurement strategy, take an approach that will help you measure the most relevant data points. Here are the steps to take: - Identify your objectives: You should have a clear idea of what your content marketing is designed to accomplish. For example, do you hope to generate leads? Do you want to increase traffic to your website? Are you hoping to improve brand awareness? Have you identified a sales target? Be clear about what different campaigns are meant to accomplish and which pieces of content are designed for specific goals. - Pick relevant metrics to measure: Measure the right things so the information is useful. For example, if your goal is to boost sales, you want to use metrics like conversion rates and revenue attribution. Brand awareness metrics include tracking metrics like social media shares and referrals. - Establish benchmarks: Identify your baseline for how content is performing. Then, review industry information and competitor data to come up with targets that make sense. These benchmarks can provide you with something to aim for and help you assess whether your strategy is working to help you reach your objectives. - Use tracking tools: Content marketing metrics aren’t effective if you aren’t tracking them. You can measure website traffic with the help of Google Analytics. Various social media monitoring tools can help you track mentions and shares. Find out which CRM systems are likely to offer the insight you need. - Implement changes based on analysis: Once you have information, you can adjust your strategy based on what you learn. You can see what’s working and tweak your content and marketing approach so that it’s more effective in helping you reach your objectives. ## Key Metrics for Measuring Operational Efficiency Operational efficiency metrics are designed to give you an idea of how well a company is managing its cash flow. It’s about making sure you remain profitable while still delivering a high-quality product or service. ### Net Income Pay attention to how much income is from your content marketing efforts. Take the revenue received and subtract what you pay in marketing. This can help you determine the ROI of paid placements, social media ads, and the effort it takes to generate earned media. ### Customer Acquisition Cost (CAC) Ratio It costs money to convert a customer. You spend money in various ways using your content marketing strategy, including cost-per-click (CPC), referral costs, advertising spend, and lead generation services. Divide your CAC by the value of the new business. You want a ratio below one, indicating that it costs less to bring in a new customer in relation to how much revenue that customer generates. ### CAC Payback Period Similar to the CAC ratio, this operational metric is designed to help you determine the overall customer acquisition cost. In this case, you measure how long it takes to recover the cost of bringing on a new customer. The longer it takes to recover the cost, the worse your content marketing strategy works. ## Key metrics for measuring SEO and paid ads performance If you want to know how well your search engine optimization is working and how well your paid ads are performing, some key metrics can help. ### Organic Traffic Visitors who come to your website without paid search results are considered organic. You can see this metric on your Google Search Console. You can use information about who clicks on your content from unpaid search results to determine which pages are effective at drawing people in. ### Click-Through Rate This is the number of people who click on your website after seeing the results. You can see this metric on your Google Search Console and use it to determine whether your page is compelling. Your click-through rate is also valuable for paid ads. You can see how many people click on an ad after seeing it promoted on social media or in other spaces. ### Keyword Ranking Measure how well your site ranks for keywords that you target. You can use tools like Semrush and Moz to see where you stand and get an idea for keywords that might make sense for you to target. When you focus on keyword ranking, you can improve your visibility in search engines. ## Key Metrics on the Origin of Your Audiences Understand where your audiences are coming from to get a handle on where you should improve your efforts and where it might make sense to deprioritize a platform. ### Incoming Traffic Pay attention to where your traffic is coming from. You can use special links to determine which social media platforms send traffic to your website. These links can also help you track affiliates and other sources to see whether you’re getting referral traffic. ### Unique Visitors Find out how many visitors are unique to your website and how many are returning. Unique visitors vs. returning visitors can give you an idea of how well your content is doing to get new people on your website, as well as how many people return. ## Key Metrics for Analyzing Engagement Audience engagement lets you see how much people like your content and stick with it. Understanding whether they’re sticking around can help you decide how to make more compelling content. You can find many of these measures using Google Analytics. ### Bounce Rate Bounce rate is the number of visitors that leave after seeing only one page. A high bounce rate may mean that visitors aren’t finding what they’re looking for on your website, but it might also mean that they were satisfied with the content on one page and didn’t need to navigate to different pages on your site. If your website consists mostly of landing pages where transactions are completed, a high bounce rate may not be a bad thing. But if your website is a marketing funnel that requires users to navigate through more than one page, a high bounce rate could be a red flag. ### Session Duration Session duration is a metric that measures how long someone stays on your website during a visit. The longer they stay to poke around, the more engaged they are. Related to this metric is pages per session, which lets you know the average number of pages viewed during a session. Pay attention to how long people are on your site and the time they spend on different pages to determine which are more likely to convert to sales. ## Key Metrics for Checking Audience Growth If you’re trying to gauge how well your content marketing strategy promotes growth, you can start with your baseline metrics and work to improve them to match your stated benchmarks. ### Pageviews Measure the pageviews your site gets in a month. This can give you an idea of an overall trend. Do more people visit your site and see your pages than before? This can be a good metric to consider if you’re trying to drive traffic to your website. ### Impressions This can help you see how many people are looking at your ads and promoted posts. This gives you an idea of how your audience is growing on social media as well. ### Engagement Rate Some platforms offer insight into how many people actually engage with your content rather than just seeing it. If an increasing number of people take steps to engage, that might be an indication that you really are approaching your goals. ## Key Metrics for Tracking Conversions and Sales Consider whether your content marketing approach is driving revenue-generating activity. Measuring this activity can help you decide which strategies are profitable and have the highest ROI. ### Conversion Rate Understanding the percentage of people who consume your content and then take the desired action is a big part of knowing what works. Conversion rate is expressed as a percentage, and the higher your rate, the more effective your content is. ### Cost Per Lead If you’re trying to figure out where the best leads are coming from, this metric can be helpful. Determine how much you spend to buy leads, get referrals or engage in other activities designed for lead generation. Then, divide it by how many leads you get. The lower the cost, the more efficient your marketing is. ## Tools for measuring content marketing metrics Various tools can help you set goals, determine metrics and measure progress. Here are some suggestions for content marketing measurement tools: - Google Search Console: Learn what terms people are searching to find your website, as well as get insight into organic search. - Rockee: A free widget that allows you to collect user feedback. Learn directly from those who visit your site. - Semrush: Designed to help you find keywords, track conversions and identify trends. - Salesforce: Provides data related to conversions and marketing campaign metrics. ## Best Practices for Effective Metrics Tracking Once you start tracking metrics, make sure you’re using best practices to get the best information. ### Connect Metrics to Objectives For best results, your metrics should match your objectives. They should measure progress toward the outcome you’re striving for. ### Set Realistic Targets Understand your current position and set realistic targets for your outcomes. Once you reach a target, use the data to set a new objective. As you reach achievable goals, you can build on your success by using metrics to determine the next target. ### Review Metrics Regularly Create a structure for reporting. A regular meeting to review metrics and progress can promote accountability and get your team used to taking ownership of their areas of responsibility. ## Key Takeaways If you want better content marketing, you need to measure your results. Pay attention to relevant metrics and use that data to tweak your campaigns. Once you get the data involved, you’re more likely to experience better results. ## Frequently asked questions (FAQs) ### What are KPIs in content marketing? Key Performance Indicators (KPIs) are designed to help you measure the results of your content marketing efforts. They are metrics you choose to help you measure progress toward your objectives. ### What are the 5 Ps of content marketing? The 5 Ps of content marketing are plan, produce, publish, promote and prove. Metrics are used to prove the effectiveness of your content marketing strategy. ### How to measure content marketing ROI? Measuring content marketing ROI involves understanding how much revenue your content marketing strategy has generated and how much you spend to make it happen. One formula is to subtract your spend from your revenue and then divide it by your spend. For example, if you spent $100 to generate $150, it would be like this: ($150 - $100)/ $100 = 0.50. Multiply by 100 to get 50% ROI. --- ### High-Ticket Affiliate Marketing: 15 Best Programs URL: https://www.taboola.com/marketing-hub/high-ticket-affiliate-programs/ Last Modified: 2026-03-30 07:09:16 Affiliate marketing programs are a great way for marketers and influencers to earn an income — potentially even passive income, if done well. But sometimes, the payout for affiliate marketers can be low, particularly if they’re driving traffic and generating sales for inexpensive products and services. Going after high-paying affiliate programs is a great way to boost your revenue as a creator. You may have to tap into a more niche audience — and you’ll probably drive fewer sales overall. But the commission percentages from these programs can be high, meaning you can expect substantial payouts. Getting started with high-ticket affiliate marketing takes some work. Before you’ll qualify for the typical high-paying program, you need to establish yourself as an expert in that niche industry, with an engaged audience on your website, social channels, or other online platforms where through which you can diversify, scale, and maintain your CPA goals. If you’ve cultivated the right following and are an industry expert, research the best high-paying affiliate programs in your niche, sign up, and start creating great content for your audience that converts. Be careful, though: The primary purpose of your content should be to help your audience, not to make a sale. You could lose valuable readers and followers if you push sales of poor products or services, or if your content doesn’t meet your audience’s needs. ## 15 Best High-Ticket Affiliate Marketing Programs Ready to join a high-ticket affiliate program? Here are some of the best high-paying affiliate marketing programs in 2025: ### 1. Realize Realize is a performance advertising platform specializing in helping brands to scale beyond the walled gardens of search and social. It offers a vast suite of creative and technical tools incorporating a powerful AI based on over 17 years of first-party data, allowing users to quickly create landing pages, repurpose social content, A/B test and optimize creative in real time, and much more. Realize offers more of a referral program than an affiliate program, but since it doesn’t require referrers to be existing customers, and offers significant payouts — $1,000 for a qualified lead who spends $5,000, with unlimited referrals — I’ve included it on this list of high-ticket affiliate programs. - Who should apply: Marketers, publishers, consultants, SMB owners. - Commission: Earn $1,000 cash when someone you refer spends $5,000. - Cookie duration: N/A: Simply invoice your Taboola contact. ### 2. Semrush Digital marketers use Semrush every day to help their content rank on search engines like Google; in fact, you may use it for your own website. The platform helps digital marketers make decisions about keywords, generate content ideas, and find out what competitors are doing. If you are accepted to its affiliate program, you can earn commissions by referring customers to Semrush. - Who should apply: Content publishers, marketing agencies, course creators, video creators, and marketers who focus on SEO and marketing content. - Commission: Up to $200 per sale, plus $10 for every free trial; bonuses and commission increases available for successful affiliate marketers. - Cookie duration: 120 days. ### 3. Tripadvisor If you write about travel, becoming a Tripadvisor affiliate marketer is a great way to make extra money. You’ll receive a percentage of Tripadvisor’s commission every time you send someone to the Tripadvisor website and they click to a hotel partner — even if they don’t book. - Who should apply: Content creators focused on travel. - Commission: At least 50% of the commission Tripadvisor receives from hotel booking partners when you refer your audience to Tripadvisor and they click to partners. - Cookie duration: 14 days. ### 4. Skimlinks Skimlinks, a Taboola company, gets you access to more than 48,500 affiliate programs in one place. The service allows you to automate content monetization for editorial teams and helps you reduce your reliance on display ad revenue on your website. Qualifying with Skimlinks is easy for those new to blogging and publishing as well as for experienced veterans, and you can make good money through the program. Skimlinks offers the best of both worlds: You’ll have access to more affordable products and services that you can monetize for quick, easier conversions, but you can also get affiliate links to luxury, high-ticket items. - Who should apply: Bloggers, website owners, and editorial teams who want to monetize content. - Commission: Varies by merchant; affiliates earn 75% of the commission. - Cookie duration: Typically 30 days but varies by merchant. ### 5. FreshBooks FreshBooks is a popular accounting and invoice platform designed for small businesses. Content creators earn commissions not just for purchases of a paid plan, but even for trial signups. Note that the FreshBooks program is managed by ShareASale, an affiliate marketing portal, which can complicate customer support and approval. - Who should apply: Content creators with a website that has relevant content and whose primary promotion method is content marketing; must be accepted by ShareASale. - Commission: Up to $10 per free trial; up to $200 per “paid subscribe.” - Cookie duration: 120 days. ### 6. Kinsta Kinsta is a well-respected WordPress hosting company. This is a great market to be in, as WordPress is used across 43.7% of all websites, according to W3Techs. This means you can market to nearly half of the world’s website builders. Here’s what you need to know: - Who should apply: Developers, designers, agencies, owners, and publishers with content about web hosting, as well as learning platforms and tech solutions providers. - Commission: Up to $500 for each referral, plus 10% of monthly plan fee for all referrals as long as they remain customers. - Cookie duration: 60 days. ### 7. Shopify More than a quarter (28%) of all U.S.-based e-commerce sites use Shopify to sell products online, according to recent data from Built With, but Shopify is also available as a point-of-sale platform. Content creators whose audience consists of company decision-makers and entrepreneurs looking for products and services to power their businesses will do well selling both the Shopify store plans and point-of-sale hardware. - Who should apply: Content creators targeting entrepreneurs; must have a website and an established audience that consumes the creator’s content, such as online courses, guides, and videos. - Commission: $25 to $150 for full-priced plan referrals; up to $500 for POS Pro referrals. - Cookie duration: 30 days. ### 8. MasterClass If you’ve ever been eager to teach yourself something new, you’ve probably stumbled upon MasterClass, a platform where people can find courses taught by famous people and experts in their field. If you create content focused on education, this could be a good fit, especially since individual plans range from $120 to $240 a year. Unlike many other high-paying affiliate programs (including most of those on our list), MasterClass requires that you sign up through Impact Radius. - Who should apply: Content creators with a website or social media presence focused on education and online courses. - Commission: 25% per sale. - Cookie duration: 30 days. ### 9. ClickFunnels ClickFunnels helps marketers and entrepreneurs build landing pages that convert. If you create content designed to help businesses and marketers, particularly online, you could earn some serious cash by becoming a ClickFunnels affiliate. - Who should apply: Content creators focused on educating marketers and entrepreneurs. - Commission: 30% recurring commission over the lifetime of the customer. - Cookie duration: 45 days. ### 10. DreamCloud DreamCloud is a high-end, luxury mattress brand known for its comfortable hybrid mattresses, backed by a 365-night trial and lifetime warranty. If you create health content, particularly if it’s focused on sleep — or you have a review site focused on mattresses, sheets, and pillows — you can make a lot of money on each mattress sale. Like Masterclass, DreamCloud runs its affiliate program through Impact Radius. - Who should apply: Reviewers and content creators focused on health and sleep. - Commission: $150 per mattress sale. - Cookie duration: 30 days. ### 11. James Allen Do you run a fashion blog or love talking about jewelry on your Instagram or TikTok? The James Allen affiliate program could be a great match. You’ll earn small commission percentages, but James Allen is a reputable, high-end jeweler that can charge high prices for its products — so you’ll still get high payouts. - Who should apply: Content creators and influencers who focus on fashion or jewelry, or who often plug their outfits when creating other types of content, such as travel and lifestyle; influencers must have a minimum 3% engagement rate and at least 3,000 followers. - Commission: 5%. - Cookie duration: 30 days. ### 12. Fiverr As a content creator, you may have found work on Fiverr yourself, making you the perfect candidate to promote its services (if you liked them!). Fiverr connects businesses with freelancers across various disciplines, including copywriting, design, digital marketing, programming, and music and audio services. As an affiliate, you can promote Fiverr (the marketplace for which the brand is best known), Fiverr Pro, and Logo Maker. Each product has its own commission structure. - Who should apply: Content creators, digital entrepreneurs, solution providers, online educators, marketers, and agencies — if the content produced is relevant to Fiverr services. - Commission: 25% to 100% of customer’s first order, then 10% revenue share for all future orders for 12 months. - Cookie duration: 30 days from first click. ### 13. HubSpot HubSpot is a popular CRM platform for businesses to manage sales, marketing, customer service, and more. If you design content aimed at business decision-makers, you’re likely a good fit to promote HubSpot’s software. - Who can apply: Software reviewers, content creators, online educators, and business solutions that integrate with HubSpot — must create content aimed at business pros. - Commission: 30% recurring submission (up to 1 year); “Super” and “Elite” affiliates can earn more. - Cookie duration: 180 days. ### 14. AuthorityHacker AuthorityHacker is an industry leader in developing online courses to help beginners build authoritative websites that turn a profit. You can get big one-time commissions when you refer your audience to their program, and you can continue to earn revenue as long as your referrals stick with the courses. Commissions increase as you make more sales. Note that you must make at least one sale in the first 90 days to remain in the program. - Who can apply: Content creators with a website, mailing list, or social media account with high traffic or a high subscriber or follower account — and that audience needs to be relevant. - Commission: Up to $1,500. - Cookie duration: 60 days. ### 15. PureVPN Growing concern around privacy issues is leading to a surge in the popularity of PureVPN. If you’re focused on privacy and data security, PureVPN could be a good way to make money, especially since it offers excellent commissions on new signups and referrals. - Who should apply: Content creators and influencers focused on data privacy. - Commission: 100% for new signups and 35% renewals for monthly plan; 40% for new signups and 35% renewals for yearly plan and two-year plans. - Cookie duration: 90 days. ## More on High-Ticket Affiliate Marketing ### What Is High-Ticket Affiliate Marketing? High-ticket affiliate marketing is a specialized type of affiliate marketing in which content creators, publishers, marketers, and influencers promote more expensive products and services, often costing $100 or more, in exchange for a cut of the revenue. These higher-ticket items often include luxurious vacations, expensive jewelry and clothing, financial products, business services, and online software for consumers and businesses. Though it varies by affiliate program, marketers who successfully promote and sell a product or service often earn between 10% and 50% of the sale, known as a cost per acquisition (CPA). The audience for such products and services is typically narrow, and the higher price tags mean fewer overall transactions are likely. However, the payoff can be huge when content creators successfully make the sale. In some cases, affiliate marketers may earn a monthly commission if they sell a subscription product or service and the customer continues to renew. Trying to wrap your head around how big of a deal high-ticket affiliate deals can be? Let’s imagine the following scenario: - Sale price: $700. - Commission: 40%. - Earnings per sale: $280. Though making that single $700 sale might be challenging, the $280 payoff is hard to beat. A typical affiliate pushing lower-value products would need to work really hard to make that much money. For instance, an affiliate selling a $30 product and earning 10% would have to sell nearly 100 units to make the same amount as they would from the single $700 sale. As you’re looking at possible affiliate programs, don’t forget to check cookie duration. The longer it is, the longer you’ll get credit for a click-through from your site. As you’ll see from our 14 best programs below, cookie duration can vary widely. ### How Much Can High-Ticket Affiliate Marketers Make? How much high-ticket affiliate marketers make depends on the products and services they promote and their success in converting their audience to buyers. That said, ZipRecruiter offers some data on high-ticket affiliate marketer earnings: $47,500 a year. That’s not the maximum you can make through high-ticket affiliate marketing — it’s simply an average. Plus, affiliates generally have plenty of other revenue streams related to their content, such as promoted posts, native ads and display ads on their website, and video ads on YouTube videos. ### Pros and Cons of High-Ticket Affiliate Marketing Not sure if high-ticket affiliate marketing is right for you? Weigh the pros and cons before moving forward: ### Pros - More money: The number-one reason to jump into the world of high-ticket affiliate marketing is because you can make money — a lot of it. With larger commissions for high-dollar items, content creators and influencers can expect to make more money with a single sale than they could with dozens of sales of lower-priced items. - Recurring commissions: Some high-ticket products and services are subscription-based, meaning you’ll continue to make money without any extra effort each month or year the customer you converted renews. - Less competition: In some highly specialized niches, you may be one of a few experts. This means there’s less competition for your audience’s attention, and thus a higher chance that your content is what will convert them into buyers. ### Cons - Fewer sales: When promoting luxury products and expensive services, you’ll likely make fewer sales than you would for lower-priced items — and there may be longer periods with no earnings. - Barriers to entry: Companies that use content creators and influencers to market high-ticket products set strict eligibility requirements. You may need to have a certain reach with a specific type of audience to join the program, and the reach may be channel-specific. - Customer expectations: If you tell your loyal audience to use an expensive product or service, they’ll have high expectations. You need to make sure the item you’re promoting is actually worth the cost or risk losing the trust of your audience, which you may have spent years building. - Niche products: High-paying affiliate deals don’t exist for everyday products. They’re often for complex software and financial products, luxury jewelry and fashion products, and expensive travel. As a content creator, you must have a deep understanding of the niche industry, products, and services and make sure your audience sees you as an expert in that field before you can make sales at scale. ## Frequently Asked Questions (FAQs) ### Is high-ticket affiliate marketing hard? Yes. High-ticket affiliate marketing requires specialized knowledge about specific products and services in niche markets. Plus, companies with affiliate programs typically want to see that you’re an authority in their niche with the proven ability to convert. Because of the higher price tag for products and services, it’s also harder to get your audience to move forward with a purchase, a challenge addressed with a few affiliate marketing tools on the market today. ### What is the highest-paying affiliate program? The highest-paying affiliate program depends on the product. Companies that offer high commissions, and have several high-value products or services, include AuthorityHacker, HubSpot, MasterClass, Semrush, Shopify, and ClickFunnels. ### What is the most profitable affiliate niche? Technology and software represent some of the most profitable affiliate opportunities. However, you can also earn a lot of money through affiliate programs for financial products, travel, fashion, and jewelry. --- ### Essential SEO Best Practices for Online Success URL: https://www.taboola.com/marketing-hub/seo-best-practices/ Last Modified: 2026-06-16 11:18:37 We hear the same story every year — SEO is dead. But that couldn’t be further from the truth. Yes, the goalposts have shifted yet again thanks to constantly updating algorithms, new user behaviors, and the increasing use of artificial intelligence (AI) and machine learning. But that doesn’t mean it’s all over: Instead, strategies must adapt to fit the new world of search engine optimization. SEO remains the cornerstone of digital marketing in 2025, but previously-used strategies are no longer as effective. As search engines become more sophisticated and AI begins to reshape user experiences, businesses must stay ahead of the curve and look to the future possibilities of where SEO could go. ## Understanding the SEO Landscape In today’s hyper-competitive market, SEO is still a critical driver of online visibility and traffic, along with revenue growth. For many businesses, organic search remains the top source for revenue and traffic to their websites. But as users shift toward more intent- and intuition-driven searches, adapting to these changes is essential. ### Why is SEO Still Important? Billions of searches are conducted every day. Businesses should be capitalizing on this traffic by being discoverable and visible without having to pay for advertising online. But zero-click search results are changing what user behavior looks like here. This doesn’t mean that SEO isn’t important, though. Instead, optimizing content in featured snippets, knowledge panels, and even AI answers is vital for businesses looking to capture more traffic. Even with zero-click search, brand visibility is still critical for overall business growth. Meanwhile, Google is still rewarding sites that offer a good on-page experience for users, and this still plays a significant role in SEO. Instead of focusing solely on keywords, businesses must incorporate other on-site changes to fit with user expectations. This means mobile-friendly designs, fast load times, and seamless navigation alongside helpful, authoritative content that answers their questions. ### Search Algorithm Advancements AI and machine learning is continuing to play a dominant role in the evolution of search algorithms. Aspects like natural language processing (NLP) and semantic search are fundamentally reshaping how content is processed, analyzed, and presented to users. Google’s BERT update, for instance, was focused on this approach, using NLP to better understand the context of searches and present results that were more aligned with how real humans speak. These types of updates will result in priority being given to comprehensive content, rather than keyword-centric text used only for ranking purposes. While personalization has been a digital marketing strategy for several years, this is only becoming more important with AI. These tools can assess user behavior and deliver highly personalized search engine results pages (SERPs) based on hundreds of data factors that align with the user’s search query. Using NLP and semantic search, these personalized queries will become more specific. For instance, algorithms will be programmed to differentiate between different types of searches such as transactional or navigational, and will automatically adjust SERPs accordingly. Google’s search generative experience (SGE) uses deep learning models to adjust rankings in real time, based on relevance to queries and other signals from the user. Businesses must embrace these changes and prepare for them using techniques like predictive content planning, A/B testing, and AI-enhanced content creation. ### User Behavior Trends Shifts in user behavior are also coming down the pipeline, both as a response to how algorithms are changing SERPs and how we use the technology available to us. Voice search, visual search, and mobile-first browsing all remain extremely important, as is the growing demand for personalized and localized search. When it comes to voice search, NLP machine learning is becoming more important as it understands how humans really speak. Optimizing for question-based queries will be important for informational searches, focusing on trying to rank content in featured snippets with direct answers. The growing use of visual search tools like Google Lens and Pinterest Lens also make it necessary for many businesses to refocus on visuals instead of text-only SEO. Having high quality imagery with correctly labeled alt text and structured data markup, like product and image schema, will be important for visual brands and e-commerce businesses. Finally, as AI becomes more sophisticated in its personalization options, businesses must adapt their content to work in highly personal and local markets. Optimizing for hyper-local “near me” queries is still important, as is keeping your Google Business Profile updated and accurate. ### The Importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) In 2025, businesses that don’t follow the principles of E-E-A-T will struggle to appear in top search results. This is particularly the case with AI-generated content, as Google is now implementing stricter quality control checks to determine whether content fits the bill. Well-researched and fact-checked content from real experts, industry professionals, and authoritative sources are essential for content success in 2025, especially in Your Money or Your Life (YMYL) categories like finance, legal, and healthcare. Google continues to evaluate site content based on these principles, looking for real-world experience, verified credentials, and citations and references (and backlinks) from authoritative sources. Trustworthiness is also important on two counts — is the information provided accurate and reliable, and is the website secure, safe to browse, and credible? ## Best SEO Techniques ### Long-Tail Searches and Query-Based Keywords Using the power of semantic search and NLP, focusing on long-tail keywords still remains a strong SEO strategy. Long-tail keywords are typically more descriptive in nature and reveal more about what a user is actively looking to achieve. This research should give you insight into how relevant your current content is and what you may need to add to your site to answer user questions more effectively. Working with this approach is particularly important within the context of voice and AI searches, as natural language queries tend to be longer when used in these formats. ### Crafting High-Quality Content Content is still one of the most important factors when it comes to succeeding with SEO. By following E-E-A-T principles, businesses should focus on creating well-written and helpful content that’s backed by expert research and interpretation. While AI can create plenty of content, the quality is often not there. The best way to stand out from competitors is to create content that’s unique to your business and focused on the user. Explore different content types, too, like video or other interactive media, to keep users engaged. ### Embracing Emerging Technologies For businesses looking to succeed with SEO in 2025, integrating AI technology will be crucial. Adapting on-site content to be better optimized for AI-based algorithms through interactive media, direct answers to user queries, and structured data markup is the best way to start embracing this type of technology. Businesses can also think about using AI tools to boost their websites, such as helping with content outlines and performing research. However, any content created with AI should always have some form of human oversight in the edit stage, at minimum. This is also a good opportunity to adjust the content from generic to something tailored and unique to the business, incorporating quotes from industry experts or original research. ### Small to Medium Businesses: Competing Locally With Small Budgets For small to medium businesses (SMBs), local SEO is becoming more important than ever. Personalized and localized searches are on the rise, and it’s becoming increasingly difficult to compete on a national or international scale with the most competitive of search terms. Optimizing Google Business Profiles and targeting hyper-local search queries is the best strategy here, capturing local traffic and attracting the most intentional visitors. Leveraging customer reviews is also an important tactic to try, helping spread word of your business locally without having to pay for ads. ### Large Scale Enterprises: Maintaining Market Dominance Scaling SEO while maintaining brand authority is always a challenge, and usually only possible with a significant budget. Investing in technical SEO, AI-powered analytics, and online earned media and PR efforts to support a backlink strategy is critical for large businesses looking to maintain market share. With a large budget, there’s also more opportunity for original research or expert testimonials and quotes to be weaved into content. This is critical for E-E-A-T, and with a strong backlink profile behind it, it’s one of the best ways to maintain dominance through SEO. Leveraging customer data is also important. As a large enterprise, you likely have a significant amount of customer data that you can pull to strategically plan future content and address real concerns or queries. ### Don’t Forget the Basics As much as SEO continues to change in 2025, it’s vital that you don’t forget the basics of good website maintenance. After all, a poorly structured and performing website will never rank well, even if you have the best content in your industry. Check your core web vitals at least quarterly, running speed and responsiveness tests sitewide. Ensure that pages are mobile-friendly, loading correctly and fast, and that users can easily navigate your site to find what they’re looking for. Your site should have a current HTTPS security certificate in place to provide trust and credibility. Finally but not least, ensure you make a content audit every year (depending on the volume of your website) to prevent cannibalization issues, internal linking improvements, opportunities to optimize, consolidate or redirect (301) pages. ## Key Takeaways SEO is becoming more dynamic and changing faster than ever before, requiring businesses to adapt to evolving algorithms, the continued development of AI technology, and the impact this is having on user behavior. But by embracing these changes and staying ahead of the curve as much as possible, SEO can still be an incredibly successful marketing channel for businesses large and small. ## Frequently Asked Questions (FAQs) ### What are the most important ranking factors for SEO in 2025? The most important ranking factors typically come back to the E-E-A-T principles, with search engines prioritizing content that’s of high-quality and user-focused. Having a well-structured site and good user experience is also vital, with metrics like time on site, click-through rate, and engagement all playing an important role in determining who ranks where in SERPs. ### How can I optimize my website for voice and visual search? Focusing on long-tail keywords and question-based content is the best way to optimize for voice search, as many of the NLP algorithms that these tools use are built to provide answers based on typical human speech patterns. For visual searches, using high-quality professional imagery and marking these up with descriptive filenames and alt text is important. ### Which tools should I use to measure my SEO performance? Google’s tools are some of the best free options for measuring SEO performance, with keyword data provided in Google Search Console, and search visibility and traffic metrics available in Google Analytics. For keyword research and rankings updates, tools like Semrush and Ahrefs are some of the best on the market. PageSpeed Insights and Core Web Vitals are essential for assessing website performance. --- ### Valentine’s Day Marketing Strategies: Tips You’ll Love URL: https://www.taboola.com/marketing-hub/valentines-day-marketing-strategies/ Last Modified: 2026-03-05 14:27:23 On February 14th each year, love is in the air — and cash is on the table. Americans spent $25.8 billion for Valentine’s Day in 2025, nearly double the amount of overall spending that takes place around other holidays, like Halloween or the 4th of July. Unsurprisingly, then, marketers are deeply invested in the holiday. If you’re planning on using this romantic tradition as a way to promote your brand, try the following strategies. ## 6 Proven Strategies to Grow Your Valentine’s Sales Each of these approaches to marketing can be effective when used around Valentine's Day, but of course, not every strategy is appropriate for every service or product, so make sure to choose an approach that will feel organic to your brand. ### Product Packages What’s better than a pound of great coffee? A pound of coffee with a box of chocolate. What’s better than a bottle of wine? A bottle of wine that comes with a pair of glasses (and chocolate). And so on. That’s why combining select products for special Valentine's Day promotions will almost always be a successful business strategy. ### Limited Time Offers Take advantage of the fact that Valentine’s Day comes and goes in your marketing plans. By adding a 24- or 48-hour deadline to your special offers, you help to drive impulse buys, and make it a more thrilling experience for consumers. ### User-Generated Content Try encouraging users to create and share Valentine’s Day-themed videos and pictures, offering prizes for those with the most engagement. Alternatively (or additionally!) you could partner with influencers and content creators to further amplify the results. ### Personalization Personalization is a central trend for your V-Day marketing. Think of it this way: A mug is just a mug until it has images and personal quotes, messages, or names. It’s the same story with everything from customized cutting boards or custom wall art, to pillows printed with pictures and more. ### Storytelling While Valentine’s messaging should be story-driven and emotional, remember that storytelling in marketing tends to take a less direct approach — a Valentine’s Day ad for a jewelry company, e.g., may feature a happy couple sharing a private moment without ever even showing a ring or bracelet, but viewers will come to associate the happy feeling they experienced during the spot with the brand behind it. ### Thinking Beyond Couples Single people shouldn’t be excluded from your plans! Self-love, Galentine’s, etc., are all viable ways to celebrate the holiday. You should also be sure to consider inclusivity in your marketing, being sure to include initiatives that celebrate diversity and friendship. ## Practical Tips for Valentine’s Day Marketing ### Be Creative The most successful Valentine’s Day marketing initiatives are going to be creative. You want people to laugh, to feel touched, and to feel connected, and these sensations are best elicited through creative approaches. That might include an unexpected partnership between an influencer and a brand, clever product placements, mini movies that tell stories, or any approach that truly catches the interest of your potential clientele. ### Target Your People It’s important to engage in proper audience segmentation practices when you’re creating marketing initiatives around Valentine’s Day. The same ad just isn’t going to appeal to adults in their 60s as it is to college students or teens. You need to conduct proper research on your potential customers and consider differentiating marketing initiatives based on gender, on interest, on location, on economics, and other factors. ### Optimize Your Efforts When it comes to search-based marketing — and, to some extent, when it comes to social media posts and general online advertising — it is essential that you optimize your content. When your marketing content is optimized, but still reads as organic, authentic, and approachable, you will maximize your return on investment. ## Popular Trends for Marketers To Follow for Valentine’s Day ### Hop on the Galentine’s Bandwagon Galentine’s Day is usually celebrated on February 13th. Emerging after being comically written into the show Parks and Recreation, the day celebrates friendships between women, and is popular among friend groups and on social media. You can definitely put it to use in marketing, especially with stereotypical gift ideas like wine, chocolate, clothing, and more. (And don’t forget the “bromance,” either.) ### Lean Into the Love Love is about much more than romantic connection — it’s about human connection in general, or even about a human’s bond with an animal. There are many different ways to create feel-good advertising that can lean on romance, on familial love, or on the fuzzy feeling we get thanks to our pets. Advertisers can use different flavors of emotion to drive conversions. ### Let them Opt Out It might sound ironic, but one of the best ways to get customer loyalty and to have them feel good about your brand is to leave them alone, and that can be especially true around Valentine's Day, a holiday that makes some people feel uncomfortable for various reasons. By proactively offering your customer a way to opt out of getting promotional emails tied to Valentine's Day, you may just win their hearts and minds instead of accidentally pushing them away. ## Relevant Case Studies for Successful Valentine’s Day Marketing ### Vivara Jewellery Chain Vivara, the largest jewelry chain in Brazil, together with Media.Monks, a marketing agency which works with brands to achieve their business objectives, leveraged ad technology that automatically customizes ad creatives for users who’ve already visited and engaged with a brand’s website, driving increased clicks and conversions. Vivara and Media.Monks achieved an increase in ROAS of 21% and an 18% higher CTR (second highest) than the other channels among Vivara’s mix of advertising platforms. Get the full case study here. ### Bedrop Cosmetics & Beauty products Bedrop advertised beyond search and social to tap into new audiences not available on these platforms, through high-quality storytelling that matched editorial content on publishers’ sites. They were supported by managed service specializing in D2C and customizing the creatives most suited for their audience. This family start-up increased website sessions by 33%, order volumes by 67%, and revenue by 77%, all with a ROAS of up to 50%. Get the full case study here. ### AVVA Men’s Clothing Manufacturer/Seller AVVA, a men’s clothing manufacturer and seller, increased new users and e-commerce sales by 75% by diversifying ad channels. Get the full case study here. ### Cornerstone Razor Blades & Men Shaving Supplies This razor service expanded their channel strategy to reach new audiences and generate quality leads at their target CPA. From 5,000 members, they reached about 110,000 members — a 2,100% increase. Get the full case study here. ## Key Takeaways For Valentine's Day, marketing welcomes the use of emotion, storytelling, humor, and a general sense of human connection in ways that other holidays and events can’t match. Your advertising initiatives will be the most successful when they appeal to the heart, when they inspire, and when they leave potential customers with fond feelings for a brand. Use the timely nature of the holiday to your advantage, running promotions and deals on a limited-time basis, and offer incentives like “buy one, get one,” or other such offers to entice clientele. Also, remember that package deals, curated product pairings, and co-branding can be especially effective during Valentine’s Day, as can partnerships with other companies. Finally, remember that personalization and customization options do wonders for sales around Valentine’s Day, so offer these options if possible. ## Frequently asked questions (FAQs) ### What sells the most during Valentine's Day? Not surprisingly, candy is the best seller when it comes to Valentine’s Day, with an estimated 56% of Americans buying candy on or near the holiday, according to the National Retail Federation. Flowers follow at 40%, which is tied with greeting cards. A dinner out stands at 35%, while jewelry comes in at 22%. ### What is the best love line for a header? When looking for a great header to your Valentine’s Day marketing email, social media post, billboard advert, or other, consider playing off the classics, like “Roses are red, violets are blue…” or, “If music be the food of love…” or, “All you need is love.” These are all good jumping off points. Think: “All you need is love. And chocolate.” ### What are the best channels to market Valentine's Day? Social media is definitely the most cost-effective way for marketers to seek impressions around Valentine’s Day. Email, search, and paid ads are also effective online advertising tools that can be used in relation to the holiday. Customers may also be more open to direct mail or email during Valentine’s Day, especially if good offers are contained therein. --- ### Content Marketing ROI: Measuring the Value of Your Content Efforts URL: https://www.taboola.com/marketing-hub/content-marketing-roi/ Last Modified: 2025-04-16 11:26:00 Monitoring your content marketing ROI allows you to pinpoint what aspects of a marketing campaign are or aren’t working. It’s the ratio of your net profit to your content costs. If you are doing content marketing at your company, you need to be able to prove that the cost of content creation is worth it. To get there, you need a system to measure the return on investment, or ROI, of the content you create and distribute. Today we’ll dive into exactly how to calculate ROI for your content marketing efforts, with step-by-step instructions on how to pull the metrics that matter. We’ll also share some content marketing tips and best practices along the way. ## Content Marketing ROI: What Does It Mean? If you can’t answer this question, you’re not alone. Whether your content marketing is meant to impact brand awareness, performance marketing, revenue, or something in between, measuring the ROI of content marketing can be a lot less black and white than it is for other types of marketing. In a nutshell, ROI is the ratio of your net profit to your investment cost. In content marketing terms, ROI is a comparison of the cost of creating and distributing content, versus the net profit that results from those efforts expressed as a percentage. Those are the relevant factors in ROI, even if your goal is something more intangible, such as increasing brand awareness. Companies know that good brand awareness campaigns will eventually impact their bottom line for the better. If you can prove your campaign has achieved this end, you’ve proven the worth of your work. ## The Importance of Measuring the ROI of Content Marketing ROI is essential to determine whether or not your content marketing efforts have an impact on your business goals, prioritize what the endless list of potential content projects to focus on, and effectively communicate your successes to your executive team. In order to measure your content marketing ROI, you need to know how much you’ve spent to create and distribute content and how much revenue came in. ## Calculating ROI in Content Marketing: Formula and Challenges You may have heard the phrases, “we’re ROI positive,” or “we’re ROI negative.” On the most basic level, being ROI positive means more money came in then went out — your ROI is at least 1%. ROI negative is the exact opposite, more money went out than came in — your ROI is -1% or lower. If your ROI is 0%, you broke even. Here’s a simple ROI formula to illustrate this calculation: ROI = x 100 The formula itself is simple. Defining its components can be difficult. Take for example, the cost of investment. How much does it cost you to create a single blog article? Assuming you wrote it yourself, it’s free, but is it really? - How much did your company spend in hours for you to write that post? - Did others review it? How much time did they spend? - Were custom images created by designers? How much time did they spend? - Where was it published? Do you own that domain? How much does it cost to own it? - Did you pay to distribute it, perhaps on publisher sites or social media channels? How much did you spend? The real ROI of your content marketing efforts will take all of this into consideration when determining how much it really costs to create and distribute something and how this connects to your performance marketing efforts. When it comes to measuring the return though, all you have to do is track how many people read the blog post and then made a purchase. Right? Unfortunately, no. Often, people need to do more than just read a single blog post in order to make a purchase. Attributing revenue to a blog article means considering revenue in (at least) two different buckets: - Sales that can be attributed to that blog article only, meaning that person read that one single article, did not interact with your company in any other way, and then made a purchase. - Sales that were influenced by content, meaning that person read your blog article and made a purchase, but maybe they visited other pages of your website and interacted with a sales person before they did so. Scenario #1 will be few and far between, whereas scenario #2 is much more likely. Because of this, it’s hard to pinpoint content marketing’s ROI without advanced lead scoring, which is the process of scoring a person’s interactions with different marketing assets to quantify their value in the purchase journey. If you’re not set up for lead scoring, don’t be discouraged. You can still track the ROI of sales your content has influenced, as long as you discuss it in those terms. Ultimately, your ROI is a result of a lot of activity — it’s the result of people hearing about you for the first time, finding your content, engaging with it, becoming a lead and eventually making a purchase. Measuring your content marketing efforts means measuring content’s impact at each of these stages. ## Preparing for Content Marketing Success For content marketing to be successful, you have to have a documented content marketing strategy, which in short, is a list of high-level goals you want your content marketing efforts to support and plan for reaching them. To name a few high-level goals: - Change people’s perception of my product for the better. - Create more leads. - Increase the number of potential customers that know about us. - Generate more sales. You might embark on several types of content marketing to get there, from blog articles to video channels to an Instagram handle, and more. But in order to achieve these goals, you’ll want to measure certain metrics to allow you visibility into whether or not you’re on track. But you need a strategy first. Once you know why you do content marketing, the key metrics should fall into place. ## High Level Metrics to Measure Your Content Marketing ROI Once you’ve set your goals, it’s time to dive into tracking the individual metrics that give you visibility into them. The high-level content marketing metrics that matter most are the following: - Traffic - Conversion rate - Sales and revenue - Lead generation - On-site engagement - Social media engagement - SEO - Exposure and authority - Sentiment Let’s dive into why these metrics are important, why you should track them and exactly how you can measure them. More content marketing metrics can be explored here. ### Organic Traffic Website traffic is the crux on which lead generation and sales rest. Without people visiting your website and your content assets, there is no one to become a lead or to convert to a sale. Of special interest is organic traffic, which refers to visitors who are directed to your site directly from a search engine rather than by clicking on an ad. Often considered top of the funnel marketing, the practice of increasing website traffic is the process of connecting more relevant people with your landing pages, whether they be blog articles, product pages, gated content, or another type. Measuring your website traffic is most easily done in Google Analytics 4. Important note: In July 2023, Google switched from Universal Analytics (UA) Analytics — the legacy GA product — to Google Analytics 4 (GA4). As of July 2024, you can no longer access Google Analytics Universal data. (Here is Google’s explainer on how to compare metrics between GA (legacy) and GA4.) In Google Analytics 4, you can see your site traffic by navigating to Reports > Life Cycle > Acquisition > Traffic acquisition. Doing so provides you with a traffic breakdown over time, as well as by URL. This displays data on your traffic, including organic site traffic. Here’s another screenshot from our example crafting blog: Digging further into various URLs will allow Bill to determine which articles are performing best for him at this time. ### Conversion Rate (CVR) A conversion rate is the percentage of visitors who completed a conversion (a purchase, pageview, or whichever metric you choose). Google Analytics 4 calculates this by dividing the number of conversions by the total number of sessions. You can view the conversion rate in a report by going to Reports>Acquisition>Traffic Acquisition and clicking the pencil icon on the upper-right corner to customize your view. This will open a new vertical menu. Under “Metrics,” add “Session Key Event Rate.” This opens another drop-down menu. Select the “Purchase” event. ### Sales and Revenue There’s nothing more powerful to prove the worth of your content marketing efforts than proving an influence or direct impact on sales or revenue. How you ultimately track your impact on sales or revenue will depend on your marketing tech stack — if your organization uses a customer relationship management (CRM) tool, like Salesforce, HubSpot or Mailchimp, they’ll likely have options for you to connect your Google Analytics 4 dashboard in order to easily display a sales impact on your efforts. If a CRM dashboard isn’t in the cards, you can use Google Analytics 4 to track your sales impact directly by setting up conversion goals. Goals can include many things, including purchases, form fills, time on site, traffic, and much more. Here’s an example screenshot from “Bill’s Crafts,” a crafting blog that sells knick-knacks for the home. Bill’s dashboard tracks the number of products sold from a list of URLs on his blog. A quick look at Monetization> Overview shows him which articles are impacting his bottom line the most. Before becoming a statisticc in this example Google Analytics 4 dashboard, these sales were probably leads first, and the more you can optimize lead generation, the more sales you’ll ultimately drive. ### Lead Generation Many have said it before and I’ll say it again — the purpose of content marketing is to attract a loyal audience, one that raises their hand in some digital way to alert you to the fact that they find your content valuable, and when doing so, alert you to the fact that they should be considered a potential future customer. In other words, a lead. Lead generation is important to track because your efforts in nurturing them eventually lead to sales, which in turn eventually leads to higher content marketing ROI. The number of leads your content is generating is another metric that can be tracked in a CRM if you have one available, but if not, you can use Google Analytics 4 to do this as well. This example illustrates how to use funnel visualization in Google Analytics 4 by traveling to Explore > Funnel Exploration > Funnel Visualization to do so. To capture more leads, more people will have to find you first, and for that you’ll need more website traffic. ### On-site Engagement On-site engagement is a way of quantifying an answer to the question, “did my audience find my content valuable?” To answer this question, we can look at many different metrics, including: - Pageviews: The number of times each page was visited. - Unique visitors: The number of people who visited those pages. - New vs. returning users: Out of the number of people who visited those pages, how many visited the site previously, and how many were new? - Behavior flow: If any of those people visited more than one page while they were there, which pages did they visit, and in what order? - Average time on page: On average, how much time did people spend consuming a piece of content? - Bounce rate: How many people landed on the page and left without scrolling down? - Pages per session: On average, how many pages do people visit when they visit your website? - Traffic sources: Where did these visitors come from? Each of these is a different way to measure how engaged your audience is. It takes a combination of all of these metrics to paint a true picture of an engaged audience, all of which can be measured in Google Analytics 4. By navigating to Reports > Acquisition > Viewer Acquisition, you can measure most of these metrics: You can find your traffic sources in Reports > Life Cycle > Acquisition > Traffic Acquisition. Click the drop-down arrow next to the “Primary Dimension.” Under “Default Channel Grouping,” you will see a list of all the sources of your traffic. Up until now, we’ve covered all of the major metrics used to analyze content on your own hosted domains, but it’s also important to take into account the performance of the channels you use to drive traffic to your site in the first place. ### Social Media Engagement Social media is a popular channel used to reach audiences where they are online, and drive them back to your website. Using the method we mentioned above, you can easily determine just how much social media drives, but in order to understand how likely your social media audience is to convert to traffic, you’ll need to measure your engagement. Social media engagement is often measured with the following metrics: - Followers / new followers: How many people subscribe to your social media updates, and how many of them are new each month. - Likes, comment and post shares: How many times are people interacting with your posts in a meaningful way? - Engagement rate: Out of the number of times your posts were seen, how many times was it interacted with? There are many more metrics that you can use to track your social media engagement, depending on how you use social media to meet your goals, all of which can be tracked using popular tools like Contently, Hubspot, Buzzsumo or tracked in the platform themselves. Here’s an example of what that looks like on Facebook, from One PPC: ### SEO Search engines are an incredibly powerful way to find new audiences. If someone is searching for a keyword relevant to the content you’ve created, chances are they’ll find it valuable. The practice of optimizing your content for search engines is called search engine optimization, or SEO. To measure your SEO efforts, you can use Google Analytics 4 to measure organic traffic, using the method described in the previous section. ### Exposure and Authority Measuring your exposure and authority is the practice of finding metrics that determine how many people have heard of your brand, and how influential your brand is to them. To do this, brands create “thought leadership,” which can be blogs, white papers or studies that are cited in the media. This is one of the hardest metrics to measure, but there are some quick ways to get started: - Organic impressions: When people search for terms relevant to your business, do they see your content? - PR coverage: How often is your company or executive team quoted or mentioned in the press? - Industry events: How often are you asked to speak or attend industry events without paying? - Sentiment: When people talk about your brand on social media or public forums, are they doing so with positive or negative sentiment? When people start to recognize your brand as an authority on certain topics, whether online or in-person, you’ll know you’ve made an impact. If you’re using paid promotional tactics to distribute your content, you can use a discovery platform like Taboola to track your results. ### Challenges in Measuring ROI Measuring ROI is both an art and a science. It’s not based on a single metric, so not everyone will agree on how to gauge the ROI of a particular content campaign. There are other challenges in measuring ROI that have to do with the fact that no matter how good your KPIs are, sometimes there is no 100% precise way to measure them. This could be for a number of reasons: - Attribution tracking does not tell the whole story about what decisions led a user to purchase a product. A specific article or CTA could well be the reason for a purchase, but the metrics won’t reflect that if, for example, several days have elapsed between the event and the purchase. - There are too many devices to track. You might look at a piece of content on your laptop at home, then switch to your phone when you get on the subway, then switch to your work computer. This makes it harder to make a one-to-one correspondence between a certain event and an uptick in a given KPI. - The intangibles are hard to measure. A content campaign can have an effect on such factors as brand awareness and the company’s reputation or trust rating, but it’s not clear how such factors would be quantified. ## Tools for Tracking Content Marketing Performance In addition to Google Analytics 4, which we discussed above, there are many tools at your disposal to track content marketing performance. Here are some of the more popular ones: - Facebook Audience Insights: Free analytics tool for Facebook pages; access it here. - Instagram Insights: Free analytics tool for Instagram accounts. You access this directly through Instagram by going to Menu > For Professionals > Insights. - Buzzsumo: Their platform allows you to create alerts for key influencers, bloggers and journalists so you can be first to engage with their content. - Semrush’s Keyword Overview: This tool allows you to track analytics of certain keywords. ## Key Takeaways - Content marketing ROI is a comparison of a percentage that results from comparing the cost of creating and distributing content, versus the net profit that resulted from those efforts, expressed as a percentage. - There are a number of metrics that you can use to track your content’s ROI, including organic traffic, lead generation, conversion rate, and many others. - Ultimately, you should strive to measure your content’s impact on sales and revenue, even if your efforts sit more towards the top of the funnel. ## Frequently Asked Questions (FAQs) ### What is a Good ROI for Content Marketing? Experts say that for content marketing, 500% is a gold standard and a highly aspirational goal. Anything less than 0% means that the cost of your content is greater than the revenue it generated. 100% ROI means you doubled your investment. ### What is the Success Rate of Content Marketing? According to a 2024 survey from the Content Marketing Institute, 58% of marketers rate their content strategy as “moderately effective.” Nearly half of those say their strategy struggles because they lack clear goals. Don’t let that happen to you! ### What is the Average Cost of Content Marketing? This runs the gamut: an Etsy shop might spend $500 a month; a small to medium-sized business might spend $1,000 to $5,000 per month, while a large corporation might spend $100,000 per month. You have to factor in costs such as infographics, videos, copywriters for website and blog posts. --- ### How To Choose A Domain Name: Tips for Branding and SEO URL: https://www.taboola.com/marketing-hub/how-to-choose-a-domain-name/ Last Modified: 2026-06-22 08:44:41 Your online identity is everything in the digital age. A great domain name is as important as your company name, particularly in a very crowded internet. At the end of 2023, there were more than 1.13 billion websites — and 82% of those were inactive. This guide will teach you how to choose a domain name that sticks. ## Why Is Choosing the Right Domain Name So Important? Your ideal domain name may very well already be taken, so it’s often necessary to get creative when creating a new domain name for your business’ website. While .com has been the primary option for websites for many years, there’s a lot more choice these days. In fact, .com domain names make up less than 40% of all domains now. Other options for top-level domains (TLDs) will be familiar to web users, including .net, .org, .edu, and many more. Country code TLDs are also much more common, such as .us for the United States or .uk for the United Kingdom. Tech companies may choose .io, while a news site can pick .news. ## 12 Tips for Choosing the Right Domain Name Figuring out how to choose a domain name isn’t easy. Here are some tips to keep in mind to find the best option for your business: ### Select a name that’s easy to understand and remember In a busy web world, a name is everything, so make sure it’s not overly complicated, vague, or hard to spell. Avoid hyphens and numbers in the name. ### Consider your brand offering and how people will interpret the name Does your domain name match what your company is offering to customers? ### Be open to newer TLDs and use them creatively Many .com domain names are already taken, so consider whether you could use something like .info or .io to expand your naming possibilities. ### Use location extensions where appropriate If your business operates in a specific country, and will continue to do so, pick a country-specific extension for local audience targeting and a regional SEO boost. ### Keep the domain name short Try not to go over 15 characters for best results. ### Explore the competition Make sure your domain name won’t be confused for competitors and drive traffic to their site inadvertently. ### Consider keywords — within reason Keeping SEO keywords in mind is helpful, but don’t rely on more than one or two. ### Check if the social media handle is available You want consistent naming across your site domain, brand, and social media handles. Use a site like Namechk to see if the handle is available across many social networking sites. ### Test your options Ask potential users or colleagues outside of your department what they think of your domain name options. Anyone using the internet can give you a candid reply. ### Use an online name generator You can use a site like LeanDomainSearch or Bust a Name to help spark your creativity, or ask ChatGPT for ideas using your own prompt. ### Cast a wide net Some of the most popular sites on the internet today made up their own names or words. Or, consider sites like Google, Amazon, or Reddit, none of which on their own indicate what the business or site does. Reddit played around with spelling, as did Flickr and Lyft, to great success. ### Register all possible domain extensions When you have decided on a domain name, register all the extensions and possible misspellings to protect your brand. ## 5 Things to Avoid When Choosing a Domain Name It’s easy to go wrong, even when you know the basics of how to choose a domain name, especially by stuffing in generic keywords or creating an overly complicated URL. Here’s what not to do: ### Don’t overcomplicate your domain name It should be easy to speak and write and not contain special characters, numbers, or doubled letters. ### Remember to check availability early and often For every round of brainstorming or discussion, make sure your favorite possible domain names are available to claim or buy, within your budget. ### Don’t limit your long-term plans While it makes sense to pick a domain name related to your market or industry, keep in mind that businesses change and grow over time. Keep the domain name broad enough to grow with potential expansions. ### Don’t step on toes Check whether a domain name is trademarked using the WIPO trademark database portal to avoid infringement lawsuits (and brand confusion). ### Get the balance right Too specific or long, and your domain name will be hard to remember (and type). But being too generic is also harmful to a business, since it will easily get lost in the shuffle and be difficult to rank in search. ## Tools to Help You Choose a Domain Name As part of your process when figuring out how to choose a domain name, try some of the tools available online as you’re brainstorming. ### Bust A Name This site offers two free tools, one to help create domain names and spark ideas, and one to check if a domain name is available. You can simply add keywords to get started with domain name ideas. ### DomainsGPT One of several AI-powered domain name generators, this site uses a GPT LLM and allows you to set parameters, including whether the names generated are brandable, misspelled, and more. It also takes into account your input on the industry or market of your business. ### Domain Wheel This site suggests domains that are available for purchase to help spark new ideas outside of what you may have already brainstormed. ### Instant Domain Search This site searches in real time as you type potential domain name options and shows a comprehensive list of suggestions, including various extensions that are available. ### Nameboy Enter primary and secondary words that describe your site, and Nameboy will return ideas that combine them to give you some domain- -name options. ### Squarespace, Wix, or Bluehost If you’re setting up a new website from scratch, Squarespace, Wix, or Bluehost platforms like these offer an easy way to brainstorm, choose, and register a domain name along with creating the site. ### Wordoid This site specializes in helping you create unique, invented domain names to build alongside your brand. ## Key Takeaways Starting and running a business today requires a website with an easy-to-understand domain name that can be used across social media platforms. Some of the most popular and enduring internet businesses have short, snappy TLDs. Approaching the question of how to choose a domain name can take some time and thought, but it’s an essential decision to get right. ## Frequently Asked Questions (FAQs) ### What are examples of good domain names? A good domain name is easy to remember, SEO-friendly, and easily understood. Look to successful online businesses like Lyft, Flickr, Amazon, and more to spark inspiration for your own modern domain name. ### Which are the best sites to buy a domain Name? Domain name registrar companies let you buy your domain name, as long as it’s available. Some may have bundled discounted hosting services or include security or other features, and many offer a one-stop shop to buy your domain plus set up a website. These are some popular options: - GoDaddy - NameCheap - Squarespace - Bluehost - Wix ### What makes a good domain Name? Good domain names vary among business types and industries, but generally a good domain name will be straightforward, easy to remember, and not too long. --- ### Affiliate Marketing: What It Is, How to Get Started URL: https://www.taboola.com/marketing-hub/what-is-affiliate-marketing/ Last Modified: 2025-07-01 08:20:42 ## What is Affiliate Marketing? Affiliate marketing is a strategy in which a publisher or online retailer — an affiliate — earns a commission for marketing products. You may have seen affiliate links on social media posts, blog posts, and other online content, such as a link to buy the author’s favorite cookware in one of the home recipes posted to their blog. Affiliate marketing can bring lots of benefits for both affiliate marketers and the brands they work with. It can drive sales and generate revenue, and in a digital, social-first environment, it’s a modern way to market to existing audiences and discover new ones. Affiliate marketing also takes advantage of the strength of word-of-mouth communications and trusted referrals to encourage purchases. All in all, affiliate marketing is a great way to engage niche audiences where they already are to connect and sell more efficiently. ## Why Do You Need an Affiliate Marketing Strategy? Traditional marketing tactics have their place, but savvy consumers often click past ads. Organic reach on social platforms has declined, too — on Instagram, a popular place to market and sell products, there was an 18% decline in reach year-over-year in 2024. Both growing and established brands should consider affiliate marketing as part of their broader marketing strategy to capture better ROI, increase customer loyalty, and discover new markets and audiences. Affiliate marketing has already claimed significant spending and will likely only continue to grow. Statista found that affiliate marketing spending hit $9.56 billion in the U.S. in 2023, with projections of $12 billion spend in 2025. Likewise, the Performance Marketing Association reported that affiliate marketing generates an average return on ad spend (ROAS) of 12:1. ## How Do Affiliate Marketers Get Paid? ### Pay per Sale In this typical affiliate pay structure, the company or vendor pays the affiliate a percentage of the sale price of the product. This happens after the sale, incentivizing an affiliate marketer to encourage as many sales as possible. ### Pay per Lead In this model, an affiliate marketer gets paid based on lead conversion. That conversion can include whatever action the merchant chooses, such as filling out a contact form, signing up for a free trial, completing a download, or subscribing to emails. ### Pay per Click In the pay-per-click (PPC) affiliate marketing model, affiliates focus on redirecting consumers from their platform to the business’ website. They then receive payment based on the increase in web traffic. PPC affiliate marketing can also be CPA-based (cost per acquisition), where an affiliate gets paid when the retailer acquires a new lead from their site. Relatedly, the EPC (earnings per click) model indicates the average earnings per 100 clicks for all affiliates in the affiliate program. ### Pay per Install With pay per install, an affiliate marketer gets paid whenever they direct a user to the company’s site and the user downloads or installs an app. Each install results in a payment based on the retailer’s bid. ## Pros and Cons of Affiliate Marketing Pros Cons Builds audience credibility and trust. Widely variable results. Helps develop long-term partnerships with seasoned affiliates. Lack of control over how your products are promoted or described. Taps into new or hard-to-target audiences. High competition, depending on the industry. Offers easy testing of various affiliate publishers and their particular audiences. Reputation damage possible if every affiliate link isn’t disclosed. Gets you a competitive edge in the digital market. Lots of initial effort required to build an affiliate network. There are multiple options depending on your market and budget, such as native advertising, SEO, and programmatic advertising. Potential affiliate fraud with fake clicks or leads. ## Benefits of Becoming an Affiliate Marketer ### Passive Income While establishing the content and strategy takes time up front, affiliate marketers can earn money without a lot of effort once the program is up and running. The initial campaign investment can bring continuous returns once consumers are buying the promoted product, so payment comes in for weeks or months afterward. Affiliate marketers also have flexibility of when, where, and how much they work. ### No Direct Customer Responsibility Unlike the company or merchant, an affiliate marketer doesn’t have to provide support to or follow up with a customer that uses the affiliate link. The seller sends the affiliate the commission, but any complaints are the seller’s to deal with. ### Low Startup Costs Affiliate marketing requires some time and effort up front, but it doesn’t require a big cash influx to get started. You won’t encounter hidden fees and don’t have to build a product. ## Considerations to Take with Marketing Affiliation As you’re considering affiliate marketing as part of your company’s overall digital marketing strategy, get to know your online audience deeply. Identify the relevant influencers in your space and see what type of budget you may need to engage them. Influencers often have huge followings on social media platforms, blogs, or websites, so working with them can be invaluable. In addition, get creative with the affiliate marketing options in your industry. Consider how you might work with an influencer in a unique way, or see if you can tie affiliate links or posts to a larger trend or cultural event. Remember, too, to keep your brand’s personality and promise in whatever affiliate marketing you do, with regular communication to let your affiliates know what to keep in mind in their promotions. ## Types of Affiliate Marketing ### Unattached This is just what it sounds like — the affiliate marketer isn’t a particular expert on the product they’re promoting and likely has no specific connection. In an unattached scenario, the affiliate likely runs PPC campaigns with affiliate links to generate income. ### Related Related affiliate marketing is less hands-off than the unattached model, and the affiliate probably has some connection to the audience involved. They might have a solid following, with some type of expertise or influence in the product area. ### Involved These affiliate marketers have some sort of interest or affinity for the product they’re promoting — they’ve likely tried it and trust it, and their followers listen to their personal recommendations. While this method can require more time to get going, it often leads to more success. ## Common Types of Affiliate Marketing Channels ### Blogs Blogs remain an essential part of digital marketing, with bloggers often doubling as affiliate marketers. A blogger tries a product and writes a detailed review that sends traffic back to the merchant’s site. Its regular readers consume this content, and some blogs rank well in organic search traffic, too, so there’s a steady stream of readers to click on the links. ### Microsites Brands may develop microsites to then advertise on partner sites, or as part of paid search listings. Microsites are targeted to just one audience or product offering, so that users see just one simple call to action, without a lot of navigating, and often convert faster. ### Email Lists Email continues to play a role in marketing generally, and in affiliate marketing income. Affiliate marketers may send out regular email newsletters with affiliate links, or build their own email list over time to send targeted product promotion emails. ### Social Media Social media platforms have provided a huge opportunity for affiliate marketers. Both organic and paid social options help to build user communities around a particular brand or product, and platforms like Instagram offer in-app store options, too. ### Videos Online video consumption happens on social platforms, on websites, in blog post embeds, and more. Affiliate marketers use video to their advantage for product reviews, unboxing moments, live demos, and other interactive experiences. Depending on the industry, affiliate marketers might livestream events or play a new game live with their followers, for example. ### Coupons Coupons, now in digital format instead of paper, are a tried-and-true way to attract customers: 60% of U.S. shoppers used digital coupons in 2023. Affiliates can use coupon sites to add discounts, or ask their retailer partner to provide exclusive coupon codes for their audience. ### Reviews Recommendations from friends or colleagues carry a lot of weight for today’s consumers. Affiliate marketers can use Yelp or Google, among many others, to write reviews and include custom links, as well as regularly scanning user reviews for audience insights. ## Four Tips to Get Started as An Affiliate Marketer ### 1. Be Ready Beforehand Don’t make any promises or firm commitments to business partners before establishing some relevant content. Aim to have 10-15 articles, blog posts, or social posts ready to go before launching an affiliate marketing program, so that potential partners can see what’s on offer — and have options for where to place their links. ### 2. Diversify For an independent entity like an affiliate marketer, it’s key to have a broad customer or partner base. Aim to make sure no one business makes up more than 50% of your revenue. In a volatile online world, it’s essential to have financial backup in case of sudden changes. ### 3. Know Your Audience — and Listen to Them Today’s consumers are savvy, and they’re quickly aware if they’re too overtly being sold to. An engaged, loyal audience will be essential for affiliate marketing success. Get to know what they want and how they shop and see which products they recommend. Always disclose affiliate links to maintain authenticity and trustworthiness. ### 4. Know the Ins and Outs of the Products You’re Recommending It may be easy to add a product link to content, but demonstrating deep familiarity with the product is a better way to get responses, as trusted recommendations are always better. Affiliate marketers should also consider doing keyword research and following trends to stay ahead of anything new or emerging, especially when creating new content. ## Tools to Enhance Your Affiliate Marketing Strategies There are plenty of tools available to assist affiliate marketers in their work. ### Affiliate Marketing Programs To get started, consider using affiliate marketing programs like Amazon Associates, which has a huge share of affiliate networks. Other programs to explore include AvantLink, Affiliate Future, and ClickBank. You can also take a look at Trip Advisor, eBay, or Coursera. ### SEO/Search Tools SEO and search tools like Semrush or Ahrefs are essential for building an audience and finding the right search terms. Website tools like Google AdSense make it easy to set up a site with room for partner ads. To make sure the site loads quickly for your users, try a tool like Imagify for compression. ### Analytics Tools Affiliate marketers should measure all their efforts, taking time to regularly review metrics. Google Analytics can track click volume, conversion rates, earned income, and other data. Alternatively, the dashboards provided by your affiliate network or partner can help gather details. ### Performance Marketing Tools realize: offers you performance marketing features and tools which will help affiliates generate quality leads at a low CPA. realize: enables affiliates to reach audiences beyond Search and Social and better target segments which are not available on these platforms through exclusive partnerships with over 9,000 publishers on the Open Web. The campaign management tools enables retargeting, optimizing and customizing your ads based on creative features, content types, and keywords. ## Key Takeaways Affiliate marketing is as broad and varied as digital marketing itself. It offers both brands and affiliates many options for success without a lot of overhead or risk needed. Businesses should find affiliates that align with their goals and audiences, while affiliates can use their audience and product knowledge to earn commission on what they recommend. Keep authenticity and trust front and center for best results. ## Frequently Asked Questions (FAQs) ### What is the best marketing strategy for affiliate marketing? To succeed with affiliate marketing, narrow in on a niche area to reach the targeted audience. Create high-quality content, build an audience with consistency across channels, and always disclose affiliate links. Track performance regularly to find areas of improvement. ### What is the 80/20 rule in affiliate marketing? The 80/20 rule of affiliate marketing (sometimes referred to as the Pareto Principle) means that about 20% of an affiliate’s partnerships will generate 80% of sales. Focus on those top-performing affiliates for best results in the long term. ### Can you make $10,000 a month with affiliate marketing? An affiliate marketer can earn $10,000 a month, especially with lots of skill and product/audience knowledge. An average affiliate marketer may earn $1,000 to $10,000 per month, while the top affiliates may earn more than $100,000 per month. It may take some time to build these earnings — anywhere from six months to two years. ### Can beginners succeed in affiliate marketing with these strategies? Affiliate marketing has a low barrier to entry, as affiliates don’t necessarily need a lot of experience to start earning commissions. The most important skills are willingness to learn, being able to build an audience, and the capacity to create regular content for your particular niche. --- ### B2B Marketing: Channels, Solutions, Best Practices URL: https://www.taboola.com/marketing-hub/what-is-b2b-marketing/ Last Modified: 2025-06-30 08:37:52 ## What Is B2B Marketing? Business-to-business (B2B) marketing is the practice of marketing products or services to other businesses, rather than directly to consumers, which is known as business-to-consumer (B2C) marketing. B2B marketing generally targets people who work at a particular company and have the power to make or influence purchasing decisions for that company. B2B marketing can include products like pens and notebooks purchased by the office assistant to software or hardware platforms purchased by executives that run the company. While B2B marketing tactics and strategies may have similarities to B2C marketing, B2B is more informational than personal. Corporate buyers are likely looking at metrics like ease of use and adoption, cost, and ROI. B2B marketers generally target a range of people inside an organization who might hold sway in a decision to purchase or subscribe to a particular service or product. ## Who Is B2B Marketing For? The targets of B2B marketing can be anyone who either controls or influences a company’s purchases. Depending on the industry and the product or service, that could include a wide range of people from nearly every team in a company. Because of this range of possibilities, B2B marketers spend a lot of time researching and understanding their audiences to make sure their marketing efforts are landing with the right people. ## How Does B2B Marketing Work? The B2B Marketing Process Explained B2B marketing processes vary by industry and can be longer or shorter depending on the customer, product, and more. Generally, the B2B marketing process, also referred to as the marketing funnel, begins with the awareness stage at the top, and continues as follows. ### Awareness In this stage, buyers are becoming aware that they have a problem that needs solving, whether it’s simple or complex. They start researching potential solutions, and B2B marketers should be working to get information in front of them. This can include a wide variety of content and channels (more on that later) and should involve intent data — market intelligence on potential customers’ online behavior — so B2B marketers can target their audiences accordingly. ### Consideration In this stage, the B2B buyer is deeper into product or solution research and trying to decide what their best option is, taking into account factors like cost and feature options. ### Decision The moment of a B2B buyer’s decision comes when the buyer, or team of buyers, chooses the solution or product that meets the company’s needs and fits the available budget. It can be a win for both the marketing and sales teams. ### Retention Even beyond the moment of decision or purchase, B2B marketing continues. This is particularly true for products or services that are subscription-based, or offer add-ons or further options for customers to purchase. B2B companies work to build new customer relationships as well as retain existing ones. ## B2B Marketing Channels There’s a wide range of channel options for B2B marketing today, and the ones you choose will depend on your business, your target customer, and your budget. Consider these common options: ### Social Media Your company’s social media channels, whatever your industry or size, will be invaluable in attracting and retaining customers. These channels are always on, cost-efficient to set up and use, and reach a huge audience for B2B marketers. One study from CMI and Marketing Profs found that 94% of B2B content marketers use LinkedIn to share organic content, and that 77% of them found it produces the best social media results by platform. Consider how to use any and all of these channels for awareness, lead generation, brand loyalty, and more. ### SEO B2B marketers know that organic search engine optimization (SEO) should be a continuous task, to ensure site pages and content will show up in search results for the right keywords. Search algorithms look for high-quality, authentic content that answers user questions, and the discipline is always evolving. Organic SEO efforts can drive and complement the other marketing channels you’re using. ### Paid Search or PPC In conjunction with your organic search efforts, figure out how paid search can help your B2B marketing strategy. Paid search means running paid ads on search engines, so that your content ranks near the top for the search terms and keywords you select. Paid search ads are also referred to as pay per click, or PPC. They can be useful for audience members who are closer to the purchase or decision point vs. the awareness stage. ### Email Marketing Building and using an email marketing list is still an important direct channel for modern B2B marketers. You may send emails about product or company updates, as well as creating regular newsletters for education, entertainment, and building your contact list. ### Display Ads These ads, known also as programmatic display advertising, let B2B marketers buy space for their messaging on a website. Ads are then placed based on an algorithm that evaluates relevance and possible viewer impact. With display ads, you’re generally able to choose your target audience and budget up front. ### Events B2B marketers have a huge number of events, both virtual and in-person, to choose from to reach their preferred audience. Any industry will likely have regular events, or a B2B company may host their own event if the right one doesn’t exist. Events include multi-day conferences, shorter events like lunches, or live-streamed webinars and roundtables. Events offer a chance to meet prospects directly, build lists, develop new leads, and offer education and networking alongside product pitches. ## Different B2B Tactics and Content Formats B2B content marketing is a broad discipline that involves creating and sharing new content, designed to attract audiences at all funnel stages and to help build the brand. Content marketing can include social media posts, web copy, blog posts, contributed articles, ebooks, whitepapers, infographics, and more. It’s content that is educational or entertaining, helping to inform potential buyers and users about your company’s products or services without a hard sell. While B2B marketing tactics and content formats vary by industry and company, these are some common options: ### Blogs A blog is a low-barrier type of owned channel for a B2B marketing team to create and maintain. Blogs can be great for organic search and bringing in inbound traffic, and there’s lots of room for creativity in what content marketers can post to a blog. ### White Papers, Ebooks, and Infographics These types of content are mainstays of B2B marketing programs, and marketers can offer them for free (ungated) or ask for reader information, like name and email address, in exchange for the download (gated). Whitepapers, ebooks, and infographics can educate and entertain prospects on relevant topics. ### Emails As discussed earlier, email marketing continues to be a big part of a B2B marketer’s playbook, as it’s cost-effective and direct. Businesses should offer incentives such as access to content in exchange for email addresses, and provide opportunities for customers to sign up to newsletters. ### Video B2B marketing teams should use video widely, as audiences across social media, websites, and more are now used to seeing video clips in place of, or in addition to, written content. According to EMARKETER, 3.78 billion people, or nearly 48% of the world’s population, will watch digital video content in 2025. ### Case Studies and Customer Testimonials Case studies and testimonials are usually straightforward, relating how a current customer found and is now using your B2B product or service. They can serve as strong foundational content to validate your marketing strategy and add authority. ### Podcasts B2B marketers should also consider podcasts to reach new customers. They’re popular in both consumer and business circles — Statista found that 67% of U.S. consumers listen to podcasts. You may create a podcast that discusses topics relevant to your business, or request to appear as a guest or place ads on existing, relevant podcasts. Podcasting can help build brand awareness in your niche. ## How to Create a B2B Marketing Strategy: 5 Steps There’s a lot to consider in creating a B2B marketing strategy, which will vary based on your industry and company goals. Here are 5 steps to get started. ### Define Your Audience Who will buy your products and services? Who are you competing against? Understanding these factors is essential for B2B marketers, who have a narrower pool of potential customers than B2C marketers. Keep your audience as defined as you can, and create an ideal buyer persona with the data and market insights you have available. Use any existing customer information to help flesh out this persona. ### Make Your Plan Start with the goals you’d like to reach and work backward from there. Those goals should include key performance indicators (KPIs) based on metrics like lead generation numbers, revenue goals, and other hard numbers. Don’t start building or running ads or launch other strategies without a clear idea of what you want them to accomplish. ### Identify the Appropriate Tactics and Channels Once you have an idea of your desired customers and goals, start mapping out how you’ll reach these buyers to meet your goals. Consider where they spend time online, what they’re searching for, which social media platforms they use, and which events they attend. ### Put Your Ideas into Motion With these decisions made and the knowledge you’ve gathered, start creating assets and campaigns, or just one initial campaign, to creatively approach and attract your ideal prospects and customers. Be clear about who you’re targeting and what you’d like them to learn from you, and always use clear calls to action (CTAs) to be able to measure whether the campaign is working. ### Test and Learn Tracking results and making necessary changes or refinements is an ongoing part of B2B marketing. After setting your KPIs and goals, align your metrics and data collection accordingly so you can figure out why content is performing well (or not). With this information, you can make adjustments, create more educational materials like the high-performing content, allocate your budget to the channels that are working best, and more. ## 5 Strategies to Add to Your B2B Marketing Plan (and Examples) B2B marketers have tested a wide variety of strategies across industries in their quest to gain customers and revenue, resulting in several strategies we can learn from. Here’s a sampling. ### 1. Campaign Marketing B2B marketing is typically built around campaigns to differentiate between audiences, products, funnel stage, and more. Each campaign can target a particular goal, then you can measure results and make any necessary adjustments. A small or newer company may start with one campaign, then expand upon that with additional campaigns targeted to the audience you seek. A great B2B campaign example would be Canva’s “What will you design today?” campaign, which helped spur the company’s rapid rise to popularity and brand recognition. ### 2. Content Marketing Content is everything for B2B marketers, and it has to stand out in a crowded marketplace. Make sure that your content planning includes multiple formats: Written, video, and audio, as well as multiple channels, including a blog, social media platforms, email, and more. In addition, ensure the content you create is optimized for SEO. An example to follow is Hubspot’s website, which was a pioneer in deep, thorough, organic content marketing success. Their blogs continue to cover relevant topics in an authentic, useful way to serve customers, while helping to keep their SEO value high. ### 3. Digital Marketing Digital marketing is any B2B marketing you do that’s online. It’s entirely possible that all of your marketing is digital. Within this busy marketplace, you can make sure your digital marketing stands out through its usefulness, authenticity, and strong brand promise. Prospects and customers will respond better if they see you as an expert in the field or industry. There are so many ways to experiment creatively with B2B digital marketing. Try the Startup Therapy podcast from B2B company Startups.com, which brings a unique human angle to prospects. ### 4. Performance Marketing B2B performance marketing refers to combining organic digital marketing and paid ads, helping you to gather the right leads with targeted ads as you’re also building brand engagement. This approach can be both cost-effective and successful, as you’re not relying entirely on paid media. For example, Spotify’s “Wrapped for Advertisers” campaign drew upon the word-of-mouth branding of its annual Wrapped project, but extended it to B2B partners to add excitement to typical data points. ### 5. Product Marketing Product marketing is a part of B2B marketing, building awareness of a service or product and promoting and educating audiences about it. Within B2B marketing, marketers strategize how to position and talk about a particular product to explain its value. It’s important to comprehend audience needs and their understanding of the broader market, and then communicate to them in an engaging way. A great product marketing example is Upwork’s “Hey World” campaign, which used both billboards and videos — plus some celebrity names — to show off its product to new audiences. ## B2B Marketing Best Practices to Drive Success The sky’s the limit in exploring strategies, channels, and formats for B2B marketing success. Here are some best practices to keep in mind, whatever your business and goals. ### Stay Authentic Even though B2B marketing can feel less human-oriented than B2C, you’re still talking to people with your blog posts, social media, and other messages. Those humans are driven by emotions, so make sure you put a face to the name in your campaigns and projects to create a connection. ### Include Your Entire Audience If you’re marketing a big product, like enterprise-grade software, it’s easy to zero in on the chief technology officer or another key decision-maker. But remember that decisions at businesses are typically made in teams, with trusted advisors weighing in, so make sure you reach all your target audiences, understanding every possible persona. ### Market Across the Entire Funnel In B2B marketing, it can be tempting to focus on efforts that are closer to sales and revenue. But the entire funnel has different types of value, including high-level thought leadership content. B2B marketers should be able to articulate the company’s vision in interesting ways to prospects. ### One Size Does Not Fit All The people who make up your audience likely differ in the type of jobs they do, and the kind of content they like to consume. Make sure you’re offering lots of options for them to learn about and engage with your company, from short social media videos or polls to in-depth white papers or research reports. Make it easy for your potential customers to engage with your content and product. ## 3 Strategies to Add to Your B2B Marketing Plan B2B marketing offers lots of opportunities to think outside the box, incorporating creativity where possible. Consider these three strategies to add to the mix. ### 1. Use Visuals Challenge yourself and your team to come up with a visual component for everything you create. Whether B2B or B2C marketing, audiences today are accustomed to graphics, photos, and other visual content in their channels and feeds. Try a quick video, a GIF, an original photograph, or designed data points to keep things interesting. ### 2. Give Your Brand Personality Brand identity isn’t just for B2C companies. B2B companies, particularly technology companies, use mascots and other fun identifiers to create personality around their offerings and distinguish themselves from competitors. Spend some time considering how you want to be perceived and the accompanying tone of voice and visual identity. Customer loyalty comes with brand consistency and transparency, so invest the effort into building this type of awareness. ### 3. Start with the Problem B2B users are savvy and probably overloaded with an influx of emails, ads, and more. While it’s tempting to push product information onto prospects, focus on the pain points these users are experiencing. If you can empathize with and speak to their problems first, that trust-building can go a long way toward closing the sale down the road. ## Best B2B Marketing Solutions As you get started with B2B marketing, you’ll find that there are many solutions to help automate and streamline your work. Here are some top options to consider, based on your company needs, size, and industry. ### Customer Relationship Management (CRM) A CRM system captures all customer data and helps manage those relationships with tasks and automation features tailored to the industry or company size. Salesforce is likely the best-known CRM platform. ### Content Management System (CMS) A CMS is software that allows businesses to create, publish, and update digital content for a company’s website, and paired with analytics, can track user actions on the site. Try Wordpress or Contentful if you’re new to using a CMS. ### Customer Data Platform (CDP) A newer solution within B2B marketing is a CDP, which collects and organizes customer data to share with other systems and inform business decisions. Analyzing this type of data can result in granular insights and lead to better targeting. This category includes popular platforms like Insider. ### Marketing Automation Platform Marketing automation tools can save a lot of time through the management of processes like emails, campaign creation, lead capture and qualification, and more. Hubspot and Klaviyo are both popular choices here. ### Marketing Analytics Platform Marketing analytics systems capture campaign and other data to help marketers quickly understand how well initiatives are working. Google Analytics is a widely used option in this category. ### Email Marketing Platform Once you’re sending out a lot of emails, an email marketing platform can help plan and schedule emails, saving time and capturing metrics automatically. Platforms like Hubspot also do email marketing, or you could take a look at Mailchimp. ### Chatbots B2B marketers should consider chat tools or chatbots as a way to engage with customers to answer common questions, help solve problems, or connect them with a salesperson or customer service rep. These may use AI to simulate conversations or can be staffed by an employee. Check out Drift or Zendesk among many options in this category. ## What Are the Most Common Challenges B2B Marketers Face? B2B marketers face a few common challenges. First, it’s essential to understand your audience deeply in order to stand out in a crowded field and start building a base of leads and prospects. In addition, many products and services involve a complex buying journey with many stakeholders, and sales cycles can be long. With these factors, it can be challenging to measure marketing ROI accurately, create the right content, and target ads accordingly. ## B2B vs B2C Marketing The primary difference in B2B vs. B2C is that B2B marketing targets people who are buying products for their businesses. B2C marketing, meanwhile, speaks to people buying or researching purchases in their personal lives. In B2B marketing, the purchasing decision is likely made as part of a team or committee. B2B marketers are going after a much smaller pool of customers than in B2C marketing, so every effort counts. B2B decisions are also less emotionally driven, since they have to be rational and within a company’s budget. ## Key Takeaways B2B marketing is a unique skillset, targeting employees while they’re at their jobs. It’s a complex field that must balance reaching prospects in innovative ways while also educating potential customers on the value of the product or service. B2B marketers have to be tenacious, creative, and deeply understand their audiences in order to succeed. ## Frequently Asked Questions (FAQs) ### What are the types of B2B personas to market to? Types of B2B personas likely include executives and members of the C-suite, but can also involve other members of the technical team. Consider roles and responsibilities, demographics, search keywords, and more as you’re creating these buyer personas. In addition, you might consider negative personas — those who are unlikely to benefit from your offering — to avoid wasted time. ### Which performance marketing platform is best for B2B marketing? In B2B marketing, LinkedIn Ads has a strong reputation as a performance marketing platform. Its audience is entirely professional, so ad buyers can easily target business decision-makers. Hubspot is a good option, too, since it provides marketing automation features. 6sense is also known for its account-based marketing options and buyer intent data. You can also consider Marketo, Pardot, and Google Ads as part of your evaluation. ### What is ABM? ABM, or account-based marketing, has become a popular strategy to complement typical B2B marketing. ABM marketers focus on a set of high-value accounts, targeting each of them as a separate, specific market with personalized experiences. The targets are normally key buyers, with the goal to create a one-on-one relationship with them. To succeed, you need to know your buyers, be aligned across teams internally, and nurture leads with intention. --- ### Affiliate Marketing for Bloggers: What You Need To Know URL: https://www.taboola.com/marketing-hub/affiliate-marketing-for-bloggers/ Last Modified: 2025-03-19 09:54:38 It’s no surprise that affiliate marketing is on the rise, as it’s a great way to get the word out about quality brands while making money. The way these mutually beneficial partnerships work is that platforms like websites — the affiliates — receive a commission to recommend products from separate businesses. This performance-based marketing strategy is a practical way for bloggers to make money by writing reviews, guides, tutorials, and other content about their favorite items. It’s also a cost-effective way for companies to increase brand awareness and sales. The more customers buy from the website, the more both parties profit. “It's important to note that the affiliate only gets paid when a sale is made, letting businesses reach new customers and use new channels of distribution,” explains Michelle Nguyen, owner and marketing manager at UpPromote, Shopify’s top recommended affiliate tracking app. Whether you’re ready to bring in supplemental income or make a living through affiliate marketing, here, Nguyen and other experts share what you need to know to start making money through affiliate marketing for bloggers. ## How Affiliate Marketing and Blogging Work Together Although platforms like TikTok and YouTube can be used for affiliate marketing, the content on these platforms generally has a short lifespan, making it harder to convert engagement into actual sales. Evergreen content, on the other hand, lives on the internet indefinitely, which makes it easier for potential customers to find and use it to inform their purchases. That’s why websites are the superior platforms for affiliate marketing, according to Peter Lewis, CEO of the consulting firm Strategic Pete. “Blogs are great at driving organic traffic in the long run, mainly through SEO, especially with written content like tutorials, reviews, and detailed guides,” Lewis says. “Companies also love blogs because they can be fully customized, targeting very niche audiences, often indexed by search engines for longevity.” In other words, using a blog or website to get the word out about your favorite products allows you to create content that can generate affiliate marketing revenue over a long period. Likewise, the customizability of the website will also make it easier to optimize content for SEO so it appears at the top of search engine searches. Websites that stay on top of SEO keywords are set up for organic traffic, so there is less need to spend money to promote your blog with paid ads. Nguyen adds that affiliate marketing through blogging can also help track website traffic and other analytics data, such as click-through rates and customer conversions. This will allow you to see which links perform the best and develop a strategy to promote products that yield the highest returns. “Conversion optimization is a major factor because websites enable the thoughtful positioning of affiliate links, call-to-actions, and other conversion-oriented components,” she says. “This makes it possible for affiliates to increase sales and optimize the efficacy of their marketing campaigns.” ## 5 Steps To Starting Your Affiliate Blog ### 1. Find a Niche Lewis and Nguyen agree that finding the right niche to focus on is one of the most crucial first steps in affiliate marketing for bloggers or people running e-commerce websites. This is how you identify your target audience and products that could interest them. Both experts recommend focusing on an area you’re genuinely interested in because this will make your content more authentic. “It could be technology, finance, health, hobbies — anything that interests you and that people want,” Lewis says. Identifying a solid niche will help you brainstorm content and identify affiliate opportunities, but first, you must pick a platform. ### 2. Set Up a Blog Once you know your niche, you need to pick a platform to host your blog before you can create content. Platforms like Substack, Blogger, and Wix are free and suitable for someone just getting started. WordPress is the more flexible platform for customizability and monetizing options, though. Opting for WordPress will require you to brainstorm, pick a domain name, and purchase it through a registry like GoDaddy for about $10 to $20 a year — a small price for an SEO-friendly website that looks more professional in the long run. WordPress comes highly recommended for affiliate marketing blogs because it’s easy to use and has a large community of plugin developers. ### 3. Sign Up for Affiliate Programs With a platform for your blog in place, you can start researching and signing up for affiliate programs or programs that connect affiliate businesses with marketing bloggers. When evaluating potential programs, Nguyen recommends considering the following factors: The relevance of a program’s products to your core audience, the commission rates, the quality of marketing assets, and any reliable tools for tracking and reporting that they may offer. Some affiliate marketing programs, like Skimlinks, may deny new blogs with limited examples of past content, in an effort to ensure all the sites they associate themselves with have real, quality content. In contrast, others, like Amazon Associates, allow bloggers to sign up before they have a track record. Some red flags to look out for with non-legitimate affiliate marketing programs are ones without a transparent commission structure, payout schedule, or vetting procedure, as well as a negative reputation from past program participants. ### 4. Create Consistent, Quality Content Now that you’re on board with a few affiliate programs, it’s time to start writing about the products and driving readers to those affiliate links. While optimizing content to appear at the top of search engine results is helpful, you cannot keyword your way out of publishing content that is free of errors and laid out in a clean, readable way. Search engine optimization and thoughtful content are in no way mutually exclusive, and the best affiliate marketing resources have both. ### 5. Be Transparent About Affiliate Relationships The most important step before publishing your first affiliate marketing blog is disclosing that you receive a commission for any sales made from the links in your posts. “The best way to disclose affiliate revenue on your blog is by placing a clear statement at the top of each post containing affiliate links,” Nguyen advises. This statement should read something like, "This post contains affiliate links: I may earn a commission if you make a purchase through these links at no additional cost." Not only does this disclosure build trust with readers, but it ensures you will not lose potential commissions — or much worse. Failure to disclose can often lead to fines from the Federal Trade Commission. “While many affiliate programs have stringent policies against nondisclosure, which could result in removal from the program, noncompliance with FTC regulations can result in fines or legal action,” Nguyen warns. “To stay clear of these possible pitfalls, it’s essential to uphold transparency and adhere to best practices.” ## Affiliate Blog Marketing Strategies ### Optimize for SEO One way to create consistent quality content optimal for SEO is by brainstorming and writing blogs that answer real questions that people are prone to Googling. “Content that serves up answers to actual questions and provides solutions that hold some sort of value is organically going to attract over time,” Lewis explains. Think about people's problems and then see if you can use products from affiliate programs to solve them. Next, use tools like Ahrefs or SEMrush (more on that below) to make sure you’ve incorporated the best possible keywords into content that is already copy edited and tailored towards your audience. ### Build an Email List To build and maintain an audience for your affiliate marketing blog, send out regularly scheduled email newsletters to your subscribers. One effective strategy for building an email list is often hosting contests and giveaways that require emails for entry. “This incentivizes potential subscribers to sign up while also providing valuable data and engagement for your business,” Nguyen says. ### Use Calls to Action (CTAs) If you want to make money on your affiliate marketing blog, you need to get readers to click on affiliate links first and foremost. The best way to do this is by including calls to action, or CTAs, intended to nudge your audience to click on certain links and make certain purchases. Some examples of popular CTAs include "Shop Now," "Sign Up Today," "Get Started," "Learn More," "Subscribe to our Newsletter," "Claim Your Discount,” and more. ### Promote on Social Media Once you have a platform for your blog, some content, and a growing email list, you can start cross-promoting specific posts on social media platforms like Instagram, TikTok, and Facebook. When doing this, you can encourage followers to sign up for your email newsletter and use hashtags related to your niche to attract new audience members. ## How Much Can You Make From Affiliate Marketing? According to a poll from Affise, income ranges widely, but over 25% of affiliates make between $81,000 and $200,000 per year. As for the rest of the 75%, that depends on the traffic your blog generates, the products you promote, and how well you communicate with your audience. “If you're just getting started, you may make only a couple hundred bucks per month, but believe it or not, the more you create content, build SEO, and form smart affiliate relationships, the quicker the number grows,” Lewis says. Once your traffic starts to grow and you establish trust with your audience, affiliate marketing bloggers can “earn between $5,000 and $20,000 or more in a month, especially if you're into high-ticket niches such as tech or finance.” ## Where to Find Affiliate Partners ### Amazon Associates The Amazon Associates program is excellent for new bloggers promoting products for sale on the online retailer’s site because it lets you sign up, complete a quick application, and start generating affiliate links right away. This means content creators can track links and sales, while learning and making commissions as they go. ### ShareASale The ShareASale network is more advanced than the Amazon Associates program and offers the potential for niche partnerships and higher commission rates. That said, affiliate marketing bloggers must be accepted into the program, which is also more competitive than Amazon’s network, so newer platforms may have to build up content around their niche first. ### CJ Affiliate CJ Affiliate is the most sophisticated of these networks, providing access to brand partnerships worldwide, as well as a wide variety of tracking and data analysis features. While anyone can sign up for CJ Affiliate, it can be challenging for newer bloggers to get approved by specific affiliates within the network until they have an established niche and audience. ### OfferVault Unlike the affiliate networks mentioned above, OfferVault is an easy-to-use directory that makes it easy for bloggers to search for partnerships and reach out to brands directly. This also allows content creators at all levels to compare the commission and conversion rates across different companies and make the best partnership choices for their niche and audience. ## What to Look For in Affiliate Programs for Bloggers ### Commission Structure The commission for affiliate partnerships is one of the most critical factors to look out for because it directly determines how much you make from the sales you generate. Affiliate networks with a low barrier of entry, like Amazon Associates, have low commission rates in the 1% to 3% range, which may be suitable for someone getting started. But a good commission rate is closer to 10% to 30%. ### Relevance to Your Audience As important as it is to consider commission rates with affiliate marketing programs, the product has to be relevant to your audience to get readers to click on links and make purchases. “If the product isn't something your readers are interested in or can use, you're not going to see many conversions,” Lewis says. This is why it’s crucial to establish a clear niche early on, so you know what’s relevant to your readers and how to convert them. ### Cookie Duration Lewis also recommends looking for affiliate programs with longer cookie duration, like Shopify’s affiliate program, which offers a 30-day window. That means you will get paid as long as your readers make their purchases within 30 days of clicking a link. “A long cookie means more time for someone to make a purchase after clicking your link, which can lead to more commissions for you,” Lewis says. ### Reporting Capabilities To see what promotional efforts are working (and what ones are not), bloggers should also look for affiliate marketing programs that can track and analyze key metrics like clicks, conversions, and traffic sources. Affiliate marketing platforms should similarly be equipped with tools to analyze sales and overall revenue so bloggers can see what products and categories are performing best. Other helpful resources to look out for include geolocation, device and platform tracking, and time-based data, enabling you to see what your audience clicks on and buys and where and when on your site they do this. ### Ease of Integration Many affiliate marketing programs require frequent edits to links and other details. To do this efficiently and effectively as your blog grows, you must work with affiliate marketing programs that integrate easily with your content management system (CMS). For instance, CMS platforms like WordPress have plugins that allow bloggers to generate new affiliate links and add them to posts, as advanced integration features allow bloggers to pull product data from an affiliate program interface directly. This ensures prices are current and will become increasingly crucial for scaling as your affiliate market blog grows and you have more affiliate partnerships to manage. ## Helpful Online Tools for Affiliate Marketers ### Ahrefs Ahrefs is a free SEO resource widely used by content creators to identify keywords, analyze their posts' traffic and performance, and increase their website visibility overall. It’s also a helpful tool for backlink analysis, which allows bloggers to see how people are getting to their websites and find out what is affecting their ranking on Google and other search engines. ### Semrush Semrush is an SEO tool similar to Ahrefs but slightly more comprehensive, but the resource comes with monthly subscription fees starting at $139.95. This can be steep for a new blogger, but it allows you to search keyword phrases and identify the intent behind keywords. This makes it easier to anticipate what people are searching for and why, so you can write reviews, guides, tutorials, and other content to answer their questions. ### Pretty Links Pretty Links is a WordPress plugin that enables affiliate marketing bloggers to shorten links and create custom, trackable links for different brands. Pretty Links is more straightforward and user-friendly compared to more advanced link management tools and is good for a beginner who can afford a modest subscription fee of $99.60 a year. ### ThirstyAffiliates ThirstyAffiliates is a WordPress plugin and link management tool similar to Pretty Links but slightly more advanced. For the same initial annual subscription fee, ThirstyAffiliates allows you to shorten, customize, and manage links and conduct automated audits on them to ensure the links are working as they should be. ThirstyLinks is recommended for more seasoned bloggers with large audiences and new content creators looking to legitimize themselves as players in the affiliate marketing space. ### Kit Formerly ConvertKit, Kit is an email marketing resource that allows bloggers to get the word out about their content through regularly scheduled newsletters. Their free plans allow for up to 10,000 subscribers and unlimited emails, and subscription plans that have more automation capabilities start at $25 a month. It’s a good option for new and established affiliate marketing bloggers alike. ### Mailchimp Mailchimp is a more popular email marketing tool, but the free version limits bloggers to 500 subscribers. However, Mailchimp offers more design options and flexibility if you pay subscription fees starting at $20 a month. You also get features like A/B testing, where you can compare sample blogs to see which SEO-optimized content would perform better. This makes Mailchimp a smart choice for established bloggers with large audiences. ## Key Takeaways - Starting an affiliate marketing blog is easy, but it requires identifying the right niche, such as health, tech, or finance, and setting up a self-hosted website. - Evergreen content that solves problems and is optimized for SEO will help you build an audience, and keyword tracking tools will help you appear higher up in search results. - Email marketing and social media platforms can help affiliate marketing bloggers gain subscribers and traffic over time. - Figuring out favorable commission percentages for affiliate programs is essential for bloggers to make money, but promoting quality products that make sense for your niche is the most important thing for gaining and maintaining readers’ trust. ## Frequently Asked Questions (FAQs) ### Is blogger a good platform for affiliate marketing? Lewis and Nguyen agree that Blogger can be an adequate platform for a content creator who is just getting started. The biggest upside is that it’s free, “so affiliate marketers do not have to spend overhead while figuring out their content and niche,” Lewis says. The biggest downside is that Blogger has very few customization options for design and monetization, he adds. “Blogger is difficult to scale as your following grows, which is one of the main goals of affiliate marketing.” ### Which blog site is best for affiliate marketing? For writers who are looking to build a legitimate following and monetize their blog, WordPress is the best platform by far. “If you’re really looking to build a successful affiliate marketing blog, investing in a self-hosted WordPress site will provide far more opportunities for growth,” Lewis says. Sure, signing up for WordPress requires paying a yearly fee for a domain name, but given how many plug-ins, SEO tools, and customization options come with WordPress, a professional-looking domain name is well worth the money. ### Which blog niche is best for affiliate marketing? Niches like tech, finance, crypto, and online education can offer higher returns of commissions compared to niches with lower price-point products like health and beauty, but that does not necessarily make them “best.” The best niche for a particular blogger will be one that is consistent with their interests and one that connects them with brands and products they genuinely love. This will help bloggers grow a loyal audience through consistent, authentic content. --- ### How To Find Copyright-Free Images on Stock Photo Sites URL: https://www.taboola.com/marketing-hub/best-stock-photo-sites/ Last Modified: 2025-02-09 14:39:21 While nailing your copy is crucial in digital ads and across all branded content, visual assets are equally, or perhaps even more, important, since photos and other graphics can grab attention much more successfully than text alone. As a professional photographer with over a decade of experience working with various brands across multiple categories, I've seen firsthand the power of quality images in ad performance, brand awareness, and more. But wanting to use high-quality images in your campaigns or on your website doesn't have to mean hiring a professional photographer or taking images yourself. Stock photo websites offer a more feasible alternative for most companies. These websites are simply online photo libraries that provide royalty-free or rights-managed access to professional-quality images, videos, and illustrations. Instead of paying a photographer to create custom images, and all the steps involved in that, a bit of time spent searching these databases can yield images you can use in your materials. Stock photo sites span just about every genre and industry, so no matter your business' focus, you'll be able to find relevant images. Thanks to these sites, you can find eye-catching visuals to include in your marketing materials or website with much less fuss and at a significantly lower cost. ## Free Stock Photo Sites If your business doesn't have the budget for stock photos, you aren't out of luck. There are plenty of free stock photo sites you can take advantage of to find visuals for your brand. Of course, free sites often come with some restrictions. That may be in the form of a more limited or less polished selection, less useful search tools, restrictive licensing, or specific attribution requirements. Still, the sites below all offer worthy images for those needing stock photos for free. ### Unsplash When I need free stock photos, Unsplash is my first stop. Its images are more modern and trend-driven than traditional stock photo sites. The site also focuses on authentic lifestyle images, which is why I often search there for photos when I need adventure-based imagery. There are over six million photos at the site from 375,000 contributors, so there's a good chance you'll find something that fits your brand. If you need help figuring out what you need, there are many collections to browse, even as niche as water lily photos and unicorn photos. Attribution for photos you download from Unsplash isn't required, but it is appreciated since photographers are giving away their images for free. You can use the images for commercial purposes, so use is flexible even though you don't need to pay anything. The main downside to Unsplash is the search functionality. It can be a time-consuming process to find the right images since there are so many and the search tool isn't very robust. There aren't as many filters as paid stock photo sites, and search results aren't as reliable as what you may get elsewhere. But for free, high-quality lifestyle images, Unsplash is a great resource. ### Pixabay Pixabay hosts more than 5.2 million images that are free to use, making this site a great resource for brands without much of a marketing budget. Like Unsplash, you can use the photos commercially and don't need to credit the photographer, though it is appreciated, especially in editorial content where attribution is more common. Pixabay's images vary in terms of style. Some images are more generic and staged, like traditional stock photos, while others offer a more authentic, modern feel. You can find content for just about anything, including still life imagery, flat lay backgrounds, landscapes, editorial images, and more. Beyond photos, you can also find a range of videos, illustrations, and even stock audio, helping you elevate your videos. Like Unsplash, the search functionality is more limited. There are only a few filters to use, including orientation, size, color, and published date, but you can't get more granular than that. That means you'll likely need to spend more time sorting through images than you would elsewhere. But there are very high-quality images at Pixabay, so if you have the time, it is worth it. ### Pexels Pexels offers hundreds of thousands of images for brands to use for free. Images are available through the Pexels license, and like the others above, attribution isn't required, though it is appreciated. You can modify images from Pexels as much as you'd like, allowing you to fine-tune what you find so it best fits your needs. The style of images at Pexels is vast, but across the board they are high-quality with a professional-grade aesthetic. Most images are more candid than traditional stock photos, giving a more authentic and on-trend look. There's also plenty of diversity in subjects across Pexels, so if that's important to your brand, you'll be able to find images to meet that need. Of course, like the other free sites, the search tools are very limited, so you may have to spend more time sorting through images to find what you need. One of the main benefits of Pexels is its stock video library. You'll have access to a wide range of videos for free, but despite the fact they’re free, they are very high quality, giving you pro-grade video content for your brand without hiring a videographer. If you need video content for social media or email newsletters, Pexels is a fantastic resource. ### Burst Burst is a free stock photo website run by Shopify, the popular commerce platform. As a result, its images are primarily commerce and business-related, with plenty of photos of products, office workspaces, laptops, technology, and entrepreneurs in action. At more than 20,000 images, its selection is comparatively small compared to other options. Still, they are high-quality and modern-looking, mostly staying away from the stereotypical and generic stock-photo look. Images are completely free to use, and attribution isn't required, though still appreciated since photographers aren't paid for their work. Images are submitted by individual photographers, and if you find you like a particular photographer's work, you can navigate to their portfolio to see more of their images and even find their contact information (though it may not be up to date). Searching is easy, as is downloading and accessing your chosen images. Unfortunately, there are no filters to narrow down search results, so you'll have to spend some extra time sorting through images to find what fits your needs. There are also no videos available, so this is strictly a site for photos. However, if you already use Shopify's platform, Burst provides a seamless experience. ## Paid Membership Stock Photo Sites If you know you'll need stock photos on a regular basis, a paid membership stock photo site could be the best option for you, as opposed to purchasing individual images. Each site handles membership slightly differently, so what a membership entails depends on the particular platform. Most limit you to a specific number of downloads per month or year, while some may offer unlimited downloads. Some sites may offer additional benefits like curated lists, captions, and content beyond photographs. Be sure to look closely at what is involved in your membership and what the limitations are before subscribing. ### Shutterstock Shutterstock is one of the most well-known names in the stock photo industry. It offers a massive array of photos, videos, music, vector files, templates, and even 3D models. Its content spans the spectrum from news and editorial images to stylized shoots and everything in between. With over 500 million assets, there's a good chance you'll be able to find images for your brand. You can search based on many parameters, including image orientation, colors, the number of people included in the image, editorial or non-editorial, and more. Shutterstock offers multiple membership options. Packs are ideal for one-time projects. These allow either two, five, or 25 downloads within a year, with pricing at $29, $49, and $229 respectively. Or, if you need content regularly, opt for a recurring membership of either month-to-month or a full year. Like the one-time project option, you are limited to a certain number of downloads with your subscription, with the option to choose between 10, 50, 350, or 750 downloads per month. The pricing depends on the number of downloads, whether you pay month-to-month without a contract, opt for an annual monthly subscription, or pay for a year upfront. Overall, Shutterstock's selection is primarily traditional-looking stock photos. The images are mostly high-quality, though there are some more amateur-like images you may have to sift through as well. It may not be the site for you if you need something more polished, modern, or unique. However, the site is a fantastic choice for editorial or more basic stock photo needs. Additionally, Shutterstock offers a WordPress plugin, making it easy to use stock photos on your WordPress site. ### Adobe Stock Adobe Stock offers a wide range of high-quality images and videos across most genres, including travel, business, nature, medical, food, landscapes, and more. Style-wise, Adobe Stock ranges from traditional stock imagery to more contemporary, trend-aware images. Overall, it is more refined and modern than traditional stock photo sites. There are curated lists to browse if you aren't quite sure where to start, such as a list of photos that illustrate ideas in abstract ways, a list of authentic lifestyle images, and more. You can also search based on various parameters, much like at Shutterstock. You can even use Adobe's Firefly AI to manipulate any stock image you find, allowing you to customize it for your company. As part of the Adobe ecosystem, the site is integrated into most of Adobe's most popular apps, including Photoshop, After Effects, and Premiere Pro. That means it's incredibly easy to drop in a photo if you’re already working on a project in one of those programs. Adobe Stock is ideal for anyone working heavily in Adobe products already, as it provides a very seamless experience. While Adobe Stock isn't as beneficial for non-Adobe users, it’s still a worthy stock photo site. Adobe offers several plan options, so you can choose one that suits your budget and needs. That includes plans for individuals at $29.99 per month or for larger teams at $199.99 per month. Each plan comes with a different number of credits for downloads, so you are limited on how many assets you can download each month. It's also important to note that Adobe divides its offerings into "Standard" and "Premium" categories. Premium images are more expensive, while Standard images are cheaper, but more basic. ### Depositphotos Depositphotos is one of the best options for those looking for a more affordable stock photo site. It offers competitive prices, so you can pick up quality stock photos without blowing your marketing budget. Thanks to its affordable rates, Depositphotos is one of my go-to sites for stock photos when I need images to go with articles I'm writing. You can pay for a subscription at $29 per month that allows you 30 downloads per month, or up to 750 images per month at $169 monthly. Alternatively, you can also pay for a pack of downloads, ranging from five to 125. There are even some free images available. The low prices don't mean limited selection, either. There are over 303 million assets to choose from on Depositphotos, so you should be able to find images that work well for you. The search function is easy to use, and there are many different ways to filter, including the camera angle, type of portrait, season, and more. If you aren't sure exactly what you want, you can browse the site's plentiful collections. Images range from editorial and news to still life, lifestyle, and more. You can find a variety of photographic styles, but overall, the look is more generic, like traditional stock photos. These work well for many applications, but if you’re looking for a more modern or elevated style for your images, this likely isn't the site for you. Once you’ve selected your image, Depositphotos even offers some basic tools for editing it, including a background remover and image upscaler. It's important to note that the site doesn't offer any exclusive content, so the images you pick may also be used by countless others. The images also aren't as curated as more expensive sites, so you may have to spend longer searching to find just what you're looking for. ### Élevae Visuals If you have a specific brand style and aesthetic, especially a more modern one, the above stock photo sites may not be as helpful as this option. Élevae Visuals offers a highly curated selection of stock photos with a modern luxury lifestyle look. Its images are polished, clean, and contemporary, fitting a variety of business types. If that fits with your brand needs, it could save you loads of time trying to search larger stock photo sites for the same look. Best of all, there's a custom curation tool, making it even faster to find what you need. There aren't as many assets as the sites listed above, but there are still over 8,000 professional images and 700 videos. New visuals are added weekly, so you'll constantly have access to fresh content. Its selection includes mockups, flat lays, travel and lifestyle images, and more. All images across the different categories are consistent in style, too, so you'll be able to create cohesive materials even if you need lots of different types of visuals across your website or marketing materials. Élevae Visuals offers a few different membership plans. The Quarterly Membership costs $67 per month or $199 quarterly. You'll have access to the full gallery of images and videos, plus a caption library of more than 100 templates, digital marketing essentials training, curated visuals suites, and ready-for-you Canva templates. The Annual Membership costs $42 per month ($499 per year) and includes a Content Curation Bootcamp and two additional courses to help elevate your marketing. Finally, the Designer's License Annual Membership costs $250 per month ($2,997 billed annually) and includes all features of the Annual License, plus an extended-use designer's license. ### Editorial Stock Images Editorial Stock Images is another more tailored stock photo website for those needing a specific look. The founders of Editorial Stock Images partnered with photographers and videographers to bring unique content to a stock photo platform, as opposed to the generic look of traditional stock photos. It's also a women-owned business with a focus on diversity and supporting other female-founded businesses. The images at Editorial Stock Images are more contemporary and in line with current trends. They embrace motion blur, noise, and less-than-perfect lighting, resulting in an authentic, candid feel with plenty of emotion. They are ideal for anyone wanting to promote authenticity or have more on-trend images for their brand. As a more niche stock photo site, its selection isn't massive — at the time of writing, there were more than 5,000 images — but content is updated weekly, so you'll have access to fresh visuals. Plus, you can collaborate with top photographers if you need more custom content from time to time. There are two membership options at Editorial Stock Images, personal or brand, with the option to pay monthly, quarterly, or yearly. Monthly memberships are limited to a certain number of credits (50 credits for personal, 80 for brand), with photos costing one credit and videos requiring two credits. The quarterly and yearly plans for both personal and brand memberships come with unlimited downloads, plus access to Canva templates and Photoshop mockups. ## Benefits of Using Stock Photo Sites There are many benefits to using stock photo sites, though it comes down to two main factors: Time and money. Put simply, stock photos provide an alternative to sourcing custom images whenever you need visuals, saving you time and money. Working with a photographer can be a time-consuming endeavor. First, you have to find a photographer who fits your brand's style. Then, there are the steps involved in contracting the photographer and narrowing the scope of the shoot. Finally, you'll need to wait for the shoot to happen, then wait a bit more for the editing and delivery of images. The exact time frame varies wildly, but it could easily take months until you have images in hand. The above process isn't viable if you have an ad, blog post, or email campaign that needs to get out as soon as possible. Stock photo websites, on the other hand, provide essentially instant access to images. You'll need to spend some time searching for the right photos, but most sites offer useful filtering options to help you find what you need quickly. Some even offer custom curation based on your brand's color palette and keywords, making it faster to find what you need. Stock photo websites can also save you a significant amount of money. Custom photography is expensive: After all, you're paying for the photographer's expertise, gear, and time, both during the shoot and time spent editing. A single shoot will cost hundreds of dollars on the low end, and you may have to pay additional fees for licensing based on how you'll use the images. Even paid membership stock photo websites can save you money compared to hiring a professional photographer, especially if you need photos on an ongoing basis. Plus, there are lots of free stock photo resources. ## Key Takeaways Professional, high-quality images are crucial for all portions of your business. They can drive engagement in ads and on your website, help you build out your brand style, and much more. Stock photo sites are a great way to access high-quality visuals for all types of content, saving you time and money while enhancing your brand. ## Frequently Asked Questions (FAQs) ### How do I find high-quality stock images? If you're looking for high-quality stock images, there are plentiful options. All of the stock photo sites mentioned above offer professional-quality images to help you elevate your brand. It simply takes some time on your part to narrow down what you need and search the website. ### Which is the cheapest stock photo site? Many free stock photo websites make finding quality images and graphics more accessible. Unsplash, Pixabay, Pexels, and Burst all offer free stock photos, giving you access to brand-elevating imagery without spending anything at all. Other than the free options, Depositphotos and iStock are both very budget-friendly. --- ### Marketing ROI: Importance, Formula, Challenges URL: https://www.taboola.com/marketing-hub/what-is-marketing-roi/ Last Modified: 2025-07-27 08:25:02 “You’ve got to spend money to make money” is an adage so old and ubiquitous it’s impossible to properly attribute it to any one person. Indeed, a variation on the expression can be found in the work of ancient Roman playwright Titus Maccius Plautus, who lived well over 2,000 years ago. The adage keeps coming back around because in most cases, it’s accurate, especially in marketing. To achieve great revenue, marketers have to make smart investments in effective marketing campaigns. And the way to measure the success of marketing initiatives is to track your return on investment, or ROI. ## What is Marketing ROI? ROI essentially means how much money your marketing compelled customers to spend. It’s the measure not just of the dollars at work, but of the work behind the dollars. Did you place ads in the right spots online? Did you study your customer demographics well enough for proper audience segmentation? Did you stick to planned timelines? The profitability of your marketing campaign depends on savvy implementation, not just dollars spent. A great marketing campaign that costs just a few thousand dollars could see tens of thousands of dollars in sales generated, while a huge spend on the wrong types of advertising could see a net loss in revenues, which is why advertisers should leverage strategies and tools which enable efficient marketing budget allocations. ## Why Is ROI Important? A doctor wouldn’t keep trying the same treatment if their patients kept getting sicker, and likewise, marketers shouldn’t keep trying the same advertising and outreach initiatives if profits keep dropping. Marketers can tell what’s working and what’s not by tracking the numbers. “Marketing ROI measures how much you gained (or lost) relative to what you spent on marketing,” explains Jonathan Delamater of Course Unlocked. “Ensuring revenue is accurately attributed to the right marketing campaign is critical for measuring ROI, which is why proper attribution is such a big deal. Obviously, the higher the ROI multiplier a marketing campaign has, the better.” “That said, measuring a campaign's ROI is just the tip of the iceberg,” Delamater adds. “It's always smart to think about your overall marketing mix when it comes to ROI. Especially for seasonal businesses, some marketing channels might perform better than others at different times of the year. That way, no matter what time of year it is, or if Google Ads pricing suddenly spikes overnight, you have backup campaigns running and don't get stuck scrambling.” Simply put, tracking your ROI lets you know if you’re spending your money effectively on advertising, outreach, and all your other marketing initiatives. ## How to Calculate Marketing ROI “There's no single, universally approved, and accurate way to measure marketing ROI with 100% precision,” warns Joel Popoff, CEO of Axwell Wallet. “Rather than trying to nail attribution and get perfect results from a naturally imperfect system, you’re better off picking a few key metrics that align with your business goals and consistently monitoring how those metrics shift over time.” Once you’ve carefully considered which of these key metrics matter most to your business, there’s one simple formula to follow for tracking and calculating their success. ### The ROI Calculation Formula To calculate your marketing return on investment, you subtract your marketing costs from your revenue from the same period, then divide that number by the marketing costs. For a super straightforward example, if you spent $100 on a campaign that generated $1,000 in revenue, you subtract 100 (your spend) from 1,000 (your revenue), giving you 900 (what you made after spend). You then divide that 900 by 100 (your spend). 1,000 - 100 = 900 900 ÷ 100 = 9 That’s a 90% ROI, or a 9:1 ROI. Now, let’s try for a more “real world” (and decidedly messier!) example. Say a company spends $10,000 on an ad campaign, and can later determine that the initiative led to $28,550 in revenue. Let’s use our model: 28,550 - 10,000 = 18,550 18,550 ÷ 10,000 = 1.855 That’s an 18.5% return on investment, which means a profit was made, although not a great one. In terms of gauging these results, the general rule of thumb is that a 5:1 ROI is a success in marketing. ## Techniques To Boost Your Online Marketing ROI To boost your online marketing ROI, you’ll want to leverage data analytics that will help you customize and optimize campaigns. You should also create high-quality content people will actually enjoy seeing, utilize A/B testing so you know what’s working and what’s not, and closely monitor performance metrics to understand where you need improvement to maximize those returns. ### Use Performance Marketing Performance marketing is an advanced approach to online marketing and advertising programs, wherein you only pay when a specific action occurs (e.g., a generated lead, a sale, a click, etc.) With AI-assisted performance marketing, creative advertising material is generated or adapted, then carefully placed where it will be maximally impactful online. This can include placement in sidebar ads, below articles, on mobile, and so much more. Because AI is always crunching the numbers, performance marketing gets more and more effective over time. ### Balance ROI and Creative Engagement To strike the right balance between maximizing ROI and creatively engaging prospects, marketers should understand the direct link between creative efforts and ROI. High-quality visuals can significantly boost conversion rates. To manage costs, you can use budget-friendly strategies like repurposing high-performing creative, using stock images uniquely, and creating simple, human-driven videos. Personalization is another crucial ROI driver, as segmenting audiences and delivering targeted messages, product recommendations, or exclusive offers can boost relevance and ad performance. Finally, conducting A/B testing can help you optimize creative elements and make data-backed decisions. ### Hone the SEO Copy that reads organically while also sharing a CTA is always better than bland copy, awkwardly keyword-stuffed copy, or copy without any actionable component. Great SEO on your site and in your ads will improve your website's search engine ranking and attract organic traffic. ### Spend the Time on Retargeting Re-engage website visitors who have shown interest but haven't yet converted. This can be with an email, social media reachout, or even a text if you have their contact info. The fact is that they showed an interest once, so they may well be ready to convert if they’re gently nudged again. ### Segment Your Audience Audience segmentation is the process of dividing a larger customer base into smaller, more manageable groups based on shared characteristics, such as demographics, behaviors, interests, or economics. This allows for targeted messaging and communication strategies tailored to each specific segment. It can make the way you spend your money much more effective, though granted, it does require more work upfront to differentiate marketing campaigns. ## How to See if Your Marketing Investments Are Paying Off “From my experience, the key to maximizing ROI is aligning your strategy with accurate, data-driven insights,” says Robbert Bink, founder of Crypto Recovers. “For example, when running digital ad campaigns, focusing on metrics like customer lifetime value (CLV) and cost per acquisition (CPA) ensures that you’re generating sustainable growth rather than short-term wins.” In the simplest framing, you can track your marketing investments by calculating your average revenues during a given portion of the year, then track your revenues during that same period in a different year during which you had initiated new marketing campaigns. Calculate the spend vs. the profits and you have your information. Don’t get complacent when your campaign is working, though, warns Delamater. “While I agree it's most effective to ‘throw good money after good money,’ putting more ad dollars where they work best, you never want to put all your marketing dollars in one basket. It's smarter to spend more where you make more, but always keep hedges in place with other campaigns as long as they make financial sense. As long as your ROI is positive, they're worth keeping in the mix.” Don’t forget to be patient, too, says Dustin Siggins, founder of Plastic Fusion Fabricators, “The best marketing strategies are built on looking forward six to 12 months with a significant investment of resources. That's because it usually takes many weeks for the message to reach target audiences and to begin separating your narrative from the pack. You may have to modify the message or the platforms along the way, as well. In saturated markets, small money doesn't go far because the competition is spending more on the same strategy, and audiences are already overwhelmed by so many messages.” ## What Are the Challenges With Marketing ROI? Calculating your ROI can be like trying to build a train while it’s already running down the tracks. You can’t just pause customer activity — such as their awareness and engagement with a brand and their actual spending — so knowing which time periods to study can be a challenge. It can also be hard to quantify different types of successes or shortcomings. “Conversion or revenue generation is important, but some marketing tactics are not just measured by sales success alone,” says Ryan Anderson, president of Markiserv. “Conversion can also mean form sign-ups, increasing the lead pipeline for sales, building awareness, getting engagement, website or page visits, email sign-ups — they can all equate to ROI to a marketer, depending on the desired result.” Then, of course, there’s always the chance of encountering false negatives and false positives. A spike in perceived ROI may actually have been caused by enhanced product category awareness based on something totally separate from your marketing work, such as an unexpected celebrity endorsement or mere association. So, too, might factors beyond your control drive sales down for a while — an outbreak of avian flu may drive up egg prices and drive down the sales of ingredients for baked goods just when you were marketing a new cookie batter, to give an example. ## What Is Considered a Good Marketing ROI? As noted, a 5:1 ratio is considered a good ROI in marketing. Anything higher than that is a true success for your team. What that means is that for every one dollar you spend on advertising initiatives, your company is generating five dollars in revenues. Or for every $10,000 you spend, you raise $50,000. It’s possible to have an ROI that’s greater than 100% of a return, though that’s rare. Imagine a world in which your spend of a dollar in marketing led to a return of $12 or $15 in profits. Then imagine that one dollar being thousands. A rarity, to be sure, but that’s the goal. ## Key Takeaways “ROI in marketing is the return on investment from your marketing spend," summarizes Forrest Webber, an analyst with Fusion Fabricators. “This can include ad spending on Google ads, Bing ads, billboards, and so on. This can also include money spent on backlinks or PR opportunities.” And so much more, of course — marketing can take nearly countless different forms, but all of them have one thing in common: A cost. A marketing ROI of 5:1 is a good benchmark to aim for, i.e., when each $1 spent on marketing yields $5 in revenue. Basic ROI is calculated by subtracting the cost of the marketing spend from the revenue generated, then dividing that number by the spend. Remember, calculating and then acting on ROI data can require a long view and patience. “Measuring ROI isn’t solely about a campaign’s success, it’s also about enhancing future campaigns,” says Joe Giranda, director of sales and marketing at CFR Classic. “In measuring marketing ROI, the processes that are profitable and those that are not are clearly apparent. It increases the investment in well-performing channels while minimizing expenditure on underperforming ones.” Finally, not all returns are purely financial. “One of the mistakes people make in calculating the ROI in marketing is not taking micro-conversions into account,” points out Farhan Siraj, CEO of OSHA Outreach Courses. “Actions such as signing up for newsletters, creating an account on a website, or downloading a whitepaper without buying anything are often referred to as micro-conversions.” ## Frequently Asked Questions (FAQs) ### What does an ROI of 20% mean? A 20% return on investment means that you’re earning 20 cents for every dollar spent, or, to put it more tangibly, you are earning $1.20 for each dollar spent. The $1 is you breaking even, the 20 cents are profit. To scale things up, if you spent $10,000 on a marketing campaign, a 20% ROI would mean you’d made $2,000 profit after all costs were accounted for (that is, you’d see $12,000 in revenue before factoring in the money spent). And no, a 20% ROI is not good! If this is the result you’re seeing, it means it’s time to shift your strategies dramatically. You should aim for an ROI of at least 5:1. ### How do you determine your LTV? LTV stands for loan-to-value, or loan-to-value ratio. It is a comparison of the amount of money that must be borrowed relative to the actual value of an asset being purchased. LTV is calculated by dividing the amount borrowed by the established value of the asset. For example, if a borrower takes out a $150,000 loan to purchase a house worth $200,000, the LTV ratio is 75% ($150,000 / $200,000 = 0.75). ### What marketing has the highest ROI? Email marketing is often considered to have the highest ROI because the costs are so low. Once you have collected an email address, it costs essentially nothing to reach it, other than the wages paid to workers crafting email blasts. The problem is that you have little to no way of knowing if a given email address has fallen into disuse or if the person has blocked your company or opted out of emails. Pay-per-click marketing is also highly effective when used well because it makes tracking data so easy. It can be expensive, but also profitable. Other high-value marketing initiatives include working with established influencers, targeted ads on media like podcasts or videos, and careful SEO and backlink building. --- ### 15 Types of Content Marketing You Should Be Aware of URL: https://www.taboola.com/marketing-hub/essential-content-types/ Last Modified: 2025-07-10 12:23:27 By now, if you run a business, you’ve most likely heard the term “content marketing.” In fact, you’re probably already using multiple forms of content marketing within your organization to boost brand recognition, generate leads, and close sales. But are you leveraging as many different content types as you can to reach a larger audience? Finding which content marketing strategies work best for you starts with understanding the most essential, tried-and-true content types that other businesses find successful. Here, I’ll dive into the essential types of content used in content marketing, discuss why they’re essential, and how you can determine if they might be the best fit for your specific business goals and needs, from the top of the funnel to the bottom. ## What Are The Different Types Of Content Marketing? Your content marketing strategy should involve a variety of content types to address your target market at various stages of the buyer journey, or marketing funnel. ### Landing Pages Landing pages often make up the core content on a website. Each landing page might outline a service or product offered by the company, with a focus on the benefits of that service or product, and a call-to-action to make a purchase, or reach out for additional information. Some landing pages may entice visitors to take other types of action, such as opting into a mailing list, making a purchase, or downloading another content asset, like a white paper. Marketers can use email campaigns, paid advertising, social media posts and other content to drive visitors to landing pages. ### Blog Posts Blogs are an essential content marketing type, applicable to a wide variety of people and businesses. For many companies, a blog might make up the bulk of content on a website and the heart of their inbound marketing strategy. Blog posts allow readers to find out more about your company or its offerings, or to stay up to date on relevant news. Updating blog content regularly can also give your SEO a boost. According to data from Brightedge Research, blog posts appeared in Google’s top 10 search results more often than any other type of content. Blogs appeared in the top 10 Google rankings 19% of the time, followed by general pages or product pages (16%), and top-level pages (14%). You can read more on statistics for B2B content marketers here. It’s important to craft blog content that is relevant to your readers, useful, and informative. Since blogs are often top-of-the-funnel content, you want to answer common reader questions and concerns. ### Videos Videos have a greater barrier of entry than blog posts, but that barrier is smaller than you might think. It’s a great way to show off your product or service, create an engaging how-to, tell a story, bring an interview to life, and more. Just look at Gary Vaynerchuk’s YouTube channel: Gary uses video to delve into relevant topics for his audience, interview others, highlight stories, and more. EMBED: https://youtu.be/ZVnqY8dXbwo If GaryVee’s videos look more highly produced than you can manage, don’t be intimidated: You can film interviews on conferencing tools like Zoom, or take perfectly serviceable videos on your phone. AI tools like HeyGen and Midjourney also help make creating professional-looking videos easier than ever before. According to Brightedge Research, video shows up in the top 10 on Google 7% of the time. But people may also find your videos on YouTube or other social media platforms, making this tool an important element of omnichannel marketing to help build brand recognition. ### Infographics Infographics remain a fun way to share statistics and interesting snippets of information with your audience. Tools like Canva make it easy to create a professional looking infographic designed to be shared by your audience. Here at Taboola, we often rely on infographics to share marketing data with our busy readers at a glance. ### eBooks When you have a lot of content to share and are looking to establish your company — or an executive at your company — as an industry thought leader, an eBook might be the best format. Sure, eBooks can be time-consuming and costly to create, but they can deliver a powerful ROI, too. A recent Forbes article described eBooks as, “your best bet for driving leads and sales in 2024.” As David Fortino of NetLine told Forbes, “Ebooks remain the most popular content format, representing 39.5% of demand.” EBooks deliver value to your audience, help collect leads by requiring an email opt-in to access the book, and demonstrate your company’s expertise. Before embarking on eBook creation, ensure you have enough information to share in this format, a relevant message for your readers, and the resources to write, format, and produce an eBook. You may find the investment is well worthwhile. ### White Papers Speaking of a hefty content investment, white papers are also high-value lead magnets that can be used at any stage of the buyer journey. Like eBooks, they’re long-form content, but tend to be denser and more data-driven. They might include mini-case studies within, or they might lay out data from a co-branded study. DocuSign, for example, felt a white paper was the best way to compile its wealth of information on how and why schools use its product. White papers are ideal for companies looking to lay out the facts without a ton of flourish and finesse, although that’s not to say white papers can’t have those things, too. A well-designed layout will catch readers’ eyes and keep them captivated. The term “white paper” may sound highly technical, but that doesn’t mean it has to be boring. White papers aren’t for everyone, especially if you don’t have the data to dive into, but when they’re applicable they can be valuable and interesting to consumers. ### Checklists “7 Things You Must Pack for Your Disney Vacation.” “5 Signs You Need a Content Marketing Agency.” “10 Steps to Performing a Content Audit on Your Website.” These are all examples of checklists that businesses or consumers may want to read. You’ll notice they all provide helpful information, subtly weaving in details that showcase the writers’ expertise and help remove entry barriers for prospects considering doing business with you. Buffer, for example, created three corresponding social media checklists — one daily, one weekly, and one monthly — that make it easy to master social media management best practices. Creating this type of content can help simplify processes that your potential customers might find confusing or intimidating, or highlight the reasons they need your product or service. Checklists also help establish your brand, since they’re shareable and easy to read. ### Interviews Speaking of shareable content, interviews help amplify your message, since the subject of your interview is likely to share the content throughout their network. They might post an excerpt on their website and link back to your piece. You can get a lot of leverage out of interviews by capturing it on video, sharing the video, and also crafting a written Q&A or a narrative using the best quotes. Reach out to experts, leaders, or influencers within your industry, people whose stories could add value to your audience. Own a fashion company? Interview a designer weekly on how they got started. Run marketing for a social media management platform? Talk to social media creators who use the platform to highlight some of their tips and tricks. Interviews give you a chance to shine and they put the spotlight on a symbiotic relationship between yourself and the interviewee. They’re a win-win — easily created content your audience might find interesting. ### Social Media Entire books have been written on developing a solid social media strategy. Suffice it to say, social media posts should be a part of nearly everyone’s inbound marketing campaign. Creating social media is as in-depth a process as you allow it to be, from hiring designers and social media managers to using social media management tools for some level of automation. Find the effort level that matches what you can spend in time and money (although it’s worthwhile to consider supplying more resources here), think about the types of content your audience wants, and analyze your results to create more content based on what performs well. You’ll also want to pay attention to where your audience hangs out online. With increasing numbers of social media platforms launching everyday, from Streams to Bluesky, you don’t want to spread your marketing team too thin by managing too many social media accounts. Choose two or three with the most impact and work to grow your network by delivering tremendous value. ### Email Marketing Email marketing allows you to apply your inbound marketing efforts, such as collecting email addresses of visitors to your website, and use those efforts to reach your audience through another touchpoint — right in the inbox. Email marketing is a pillar of content marketing. When you craft an email campaign, consider the following questions: - What might your audience want from you? - How can you give them information without making them click around too much? - How can you make things clear for them through this correspondence? - What is your goal through this email and how will you measure it? - What’s the best call-to-action to drive conversions? You can experiment with A/B testing to see which emails perform best, and segment your mailing list to reach your audience in various stages of their journey. Affordable automation tools like Mailchimp, Flodesk, and Constant Contact can make creating and tracking the results of email campaigns easy. ### GIFs and Memes Before you scroll past this one because it doesn’t seem like it’s for you, think about the last piece of social media content that made you literally laugh out loud. It was probably a GIF or a meme, right? GIFs and memes may not be for everyone, but they may be for you. It’s all about being native to the platforms you’re on and not worrying about being overly polished. Memes and GIFs are what people consume on social media — getting in on that conversation makes you look like you belong there. Tons of companies of all kinds have hopped on the trend, from BarkBox to Salesforce to Glassdoor. Before you rule out this content, consider the importance of being social media literate, and determine if your audience truly wouldn’t like consuming this type of content, or if getting into it just feels intimidating. Start small and see what your audience thinks. ### Testimonials and Customer Reviews Your audience loves you, right? So, shout it from the rooftops. Build a portfolio of testimonials and customer reviews — it might be the content marketing secret sauce you haven’t yet discovered. Reach out to your customers to get these testimonials or reviews, speak with them, or scan social media and the web to see what people are saying about you. Then, ask permission to use their words with proper attribution. Testimonials and reviews can live on your website, but they’re also important social media collateral. Ask for testimonials on LinkedIn, Yelp, or Google reviews. Many brick-and-mortar businesses today have a QR code near their point-of-sale that satisfied customers can scan and then leave reviews on popular review sites. Best of all, testimonials can have multiple uses. If you receive an awesome sound bite from a customer, you can design it as a social media graphic, include it in an email campaign, or post it on your home page. You can even have that customer submit a piece of user-generated content where they speak on video about their experience doing business with you. Testimonial-based content has a place in the strategy of any business looking to acquire more customers. It’s about building up enough rapport with your audience to get them excited about sharing their experience. ### Newsletters If you’re regularly putting out new products or have a consistent flow of new information you want your audience to know about, incorporate a newsletter into your content marketing plan. Newsletters can be sent on a cadence you feel comfortable with, both from the standpoint of how often customers are comfortable receiving communication from you, and how often you think you can put together a substantial product. Take EMARKETER‘s daily newsletter: It shares a curated list of content and includes a top-line overview to help readers find what’s most relevant for them. If you don’t have enough to share with your audience daily, make it weekly, bi-weekly, or monthly, but stick with it. When you launch a newsletter, your audience becomes accustomed to receiving it, so make sure the addition to their inbox is worthwhile. ### Podcasts In 2020, it seemed like every homebound creative with an opinion launched a podcast, along with many businesses seeking new ways to reach bored audiences looking for education, entertainment, or new perspectives. Many of these podcasts, especially those produced by hobbyists, fell by the wayside after the pandemic when people returned to the grind of everyday life. But for businesses who embraced the format and continue to hone the craft, podcasts remain a powerful marketing tool today. Before you launch, consider what might add value to your audience. Could this be a good platform for conducting interviews? Could you delve into topics your team members are experts on? Can you share tips relevant to your product or service? Gensler’s podcast, “Gensler Design Exchange,” for example, is an educational dialogue between various types of industry experts. Creating a podcast isn’t easy, but if you have a unique idea and think it would add value to your audience, it’s an interesting content type to explore. ### Native Advertising Use a content discovery platform, such as Taboola, to implement your content marketing strategy through native advertising. Native advertisements blend in seamlessly with the content around them, giving you a chance to create content built to drive marketing goals without the intrusiveness of traditional ad formats. You can easily repurpose other content you’ve worked on to fit native ad formats, and drive that content to longer-form pieces you’ve written. ## Why Use Different Types of Content Marketing? The internet would be boring if everyone only wrote blog posts or shared memes. Likewise, using different types of content marketing can help keep your marketing strategy from growing stale. Also, consider that different types of content simply appeal to different people. For instance, according to a recent study from Epsilon, 80% of GenXers prefer email marketing and want to receive coupons or freebies from their favorite brands. Millennials turn to social media like Instagram to find products that relate to their lives, with 31% saying social media influences their purchases. Nearly half (48%) rely on website reviews to help them make buying decisions. Armed with this knowledge and, of course, your own market research, you can choose the best content types, published on the right platforms, to reach your audience. ## How to Choose Which Content Marketing Type Is Right for Your Business Businesses rely on many different types of content to attract and engage the right audience. You should rely on your content marketing strategy to determine the best types of content to use for specific audiences. Top-of-the-funnel website visitors, for example, may be looking for white papers, informational blog posts, and company news to help them learn more about your brand. Social media posts or videos might also catch their eye. Curious consumers who are starting to make a decision (middle-of-the-funnel prospects) may look for webinars, videos, and in-depth articles to help them find out why your solution is the best for them. Finally, readers who are in the bottom-of-the-funnel — very close to making a buying decision — may be most interested in promotions, discounts, testimonials and reviews, or case studies. Deep diving into your audience personas helps you figure out where and when they might consume content, and it helps make it obvious where you should be inserting it. When you’re creating your content plan and choosing the types of content to create, also consider the resources you have available, including your budgets. A blog is a relatively low-cost type of content to produce, while videos or podcasts may require more of an upfront investment. If you don’t have the right content creators on your in-house team, think about outsourcing to professionals, or even a full-scale marketing agency to help generate the content that will best resonate with your audience. ## Key Takeaways There are many ways to go about content marketing. To find what works best for you, consider your audience, consider your resources, and be open to the process of trial and error. Be interesting, be different, and be sure to always add value — not noise — to your audience’s lives. ## Frequently Asked Questions (FAQs) ### What are the 4 Ps of content marketing? The four Ps of content marketing refer to product, price, place, and promotion. This concept, first introduced in reference to any form of marketing in 1960, emphasizes offering the right product, in the right place, with the right promotion, and at the right price. How you choose to promote your offerings comes into play with content planning. ### What are the 7 steps of content marketing? Delivering successful content marketing campaigns relies on seven steps: Identifying your goals, creating audience personas to understand your target market, completing a competitive analysis, auditing existing content to find successful content and content gaps, choosing the types of content that will resonate with your audience, choosing the right channels for content distribution, and measuring your results. ### What are the 5 P's of content marketing? The above strategy can also be summarized as: Planning, production, publishing, promotion, and (measuring) performance. --- ### Partner Marketing: Everything You Need To Know URL: https://www.taboola.com/marketing-hub/what-is-partner-marketing/ Last Modified: 2025-05-20 10:47:14 Partner marketing — also called partnership marketing or co-marketing — is a collaboration with a person or business that influences the sector you’re interested in selling to. By creating new partnerships, you can introduce your brand to a new or broader audience. But how does partner marketing work, and how can you measure the success of your campaigns? I’ll break it down below. ## What Businesses Need Partner Marketing? Many small and medium-sized businesses (SMBs) engage in partner marketing by collaborating with affiliates, content creators, social media influencers, and complementary retailers or service providers to expand their reach. A local boutique hotel, for example, might partner with a nearby tour company or travel blogger to promote seasonal vacation packages. A neighborhood coffee shop could collaborate with a local bakery to cross-promote each other's products. This could include bundled deals or social media campaigns. Similarly, a small financial advisory firm or fintech startup might promote its services to a targeted audience by forming an affiliate relationship with a personal finance blogger or local business influencer. ## Types of Partner Marketing ### Affiliate Marketing With affiliate marketing, businesses partner with individuals or companies (affiliates) who promote their products and services to their respective audiences in exchange for a commission when they generate a lead or sale. Amazon, one of the world’s largest companies, runs what might be the best-known affiliate marketing program, Amazon Associates. You can explore more affiliate programs such as high ticket and financial services. ### Co-Branding Co-branding occurs when brands come together to develop a product or service. It enables both companies to leverage their strengths and share customers. One of the best examples is co-branded credit cards tied to a specific hotel or airline, such as the Marriott Bonvoy Boundless Visa, or Alaska Airlines Visa Signature card. On a smaller scale, a local fitness studio might partner with a sports nutrition retailer to create a co-branded workout package that combines fitness classes and nutritional supplements. ### Sponsorships Anytime a business sponsors an event, an individual, or a piece of content, it’s a form of partnership marketing designed to boost a brand’s exposure. For example, a local craft brewery might sponsor a community cycling event or marathon, placing its logo on race-day banners or T-shirts. Similarly, a small business webinar series could partner with a digital marketing agency or an accounting or invoicing app as an event sponsor. ### Loyalty Partnerships Some companies that offer customer loyalty programs will partner with similar companies to provide shared perks. This is common with airlines and credit cards — if you belong to American Express’ Membership Rewards program, for example, you can transfer your points to and from various partner programs, such as Aeroplan (Air Canada), Delta SkyMiles, Hilton Honors, and Marriott Bonvoy. But loyalty partnerships can also work well for SMBs. For example, a local pet supply retailer could team up with a dog grooming business to offer a joint loyalty rewards program. When someone spends money at one business, they earn discounts at the other. ##  4 Ways Partnership Benefits SMB Growth ### 1. Improving Brand Credibility It can take a lot of time for a new business to build customer trust. By partnering with a well-known, trusted brand, you can increase the credibility of your brand more quickly. ### 2. Gaining Access to New Audiences Again, growing your customer base organically takes a lot of time and effort. Small businesses can access each other’s customers by partnering, leading to increased business opportunities. For example, a local bookstore could partner with a coffee shop in its community to offer joint promotions or host events. This would allow them to promote their products and services to the coffee shop’s customers and vice versa. ### 3. Reducing Expenses by Sharing Resources Complex marketing campaigns can be very expensive for any business, regardless of size. By joining forces with promotional efforts, such as event hosting, paid ads, or social media content creation, small businesses can maximize their marketing budgets. ### 4. Product and Service Diversification SMBs can improve their value proposition by partnering with other companies to offer additional products or services. Similar to the earlier pet store/dog groomer example, a small bakery could partner with a local florist to offer a combined gift package for holidays or special occasions. Customers who purchase a custom cake will also receive a discount on a bouquet of flowers. ### 5. Great Potential for ROI Co-marketing can offer significant ROI potential for small businesses, delivering high-impact results at a low effort/cost. The key is to collaborate with a complementary partner. For example, a home cleaning service could team up with a local estate agent by offering discounts to clients who purchase a house through the agent. In return, the housecleaning company could recommend the real estate agent to its clients. This partnership allows both businesses to reach new customers for a minimal cost. They can also leverage each other's credibility to build trust. ## Potential Drawbacks of Partner Marketing to Consider ### Risk of Dependency Successful partnerships can unlock additional revenue streams, but businesses must be careful not to become too reliant on their partner for leads. Doing so could place them at risk if the partnership were to end. ### Misaligned Goals One of the keys to a successful partnership is working with businesses with similar goals, but aligning your brands’ messaging and values is easier said than done. Misalignment can lead to ineffective marketing campaigns and subpar business results. ### Conflict Risk Conflict can arise if there is a breakdown in communication, or the partners involved disagree on the marketing campaign's strategic direction. A worst-case scenario could lead to a partnership breakdown and reputational damage to one or more brands. ### Loss of Control Partnership marketing can expand your brand’s reach, but you must be willing to give up some control in exchange. It’s very important to establish clear guidelines at the outset, as a loss of autonomy could lead to conflict. ### Uneven Contributions Marketing campaigns can be highly complex, and situations could arise where one partner contributes more time, effort, or money. This could lead to a perceived imbalance of value, again leading to conflict. ## How to Find a Co-Marketer ### Identify Companies With a Similar Audience Start your search by looking for companies that target a similar audience, but with products that don’t compete with your own. For example, if you own a gym or fitness studio, you might want to partner with a retailer that sells nutritional supplements or fitness equipment, such as yoga mats, jump ropes, or resistance bands. ### Leverage Your Network Once you’ve decided on the type of company you’d like to partner with, leverage your professional network to establish connections. This can include existing contacts or professional organizations you belong to. You can also attend networking events or conferences. ### Present a Clear Value Proposition You must show prospective partners how they can benefit from collaborating with you on a marketing campaign. For this, you’ll need to present a clear value proposition. Prepare a well-thought-out pitch and share it on your website or social media. As a small business owner, your best bet might even be to reach out to prospective partners by telephone. Even in our online age, nothing beats making a personal connection. Regardless of your approach, your value proposition can include an invitation that potential partners can respond to and testimonials or case studies to support your case. ## How Can Businesses Effectively Manage Their Partnership Programs? ### Track Revenue Earned Many businesses will use affiliate tools — such as promo codes and link trackers — to not only track sales, but also compare partner and regular campaign results. However, if you’re collaborating with another small business to run a small campaign, you may be able to rely on manual tracking to gauge success. ### Analyze Website Traffic If you’re running an online campaign, you can use website traffic tools such as Google Analytics or Google Search Console to measure the amount of traffic coming to your website. These will also show you the time spent on site, bounce rates, and the number of pages per session. ### Assess Conversions A conversion rate measures the percentage of your audience that completes a desired action, such as downloading an ebook, signing up for a free webinar, purchasing a product, etc. You can assess your conversion rates from partner campaigns to see how they compare to regular campaigns. ### Measure Brand Awareness The success of partner marketing campaigns can be measured in more ways than revenue and profit. If your goal is to raise brand awareness, you can do that by tracking increases in social media follows, mentions, likes, and shares. ## How to Measure the Impact of Your Marketing Partnership Ultimately, the success of your marketing partnership will be based on results — more specifically, how your results compare to the goals you established with your partner at the beginning of the campaign. The key performance indicators (KPIs) used to measure success will vary, but can include social engagement, conversion rates, or revenue. ### Social Engagement A small business can track likes, shares, comments, and mentions on social media posts when running a co-marketing campaign. For example, if a local coffee shop decides to cross-promote with a local bakery on Facebook or Instagram, increased engagement on either business’ social media accounts can indicate that the campaign effectively expanded reach. ### Conversions Conversions measure the percentage of prospects who take a desired action, like buying a product, subscribing to a newsletter, or signing up for an event. Businesses can track conversions for online co-marketing campaigns by creating a unique referral link for the campaign. Partners can determine the campaign's effectiveness by measuring how many customers use the link to take advantage of the offer. ### Revenue Conversions measure actions taken by a prospective customer, but revenue reflects the actual income you generate from those conversions. In other words, not every conversion leads to a sale. For example, if you own a local gym and someone signs up for your newsletter, that counts as a conversion, but they haven’t purchased anything yet. To measure revenue, you could include a special link in your newsletter offering discounts for new memberships, turning those conversions into sales. ## Alternatives to Partner Marketing #### Channel Marketing vs. Partner Marketing Channel marketing is an arrangement where companies rely on partners to sell their products and services to the end user. For example, a manufacturer could partner with a retail chain to stock and sell its products. This differs from partner marketing, where partners typically market their products to the end user. #### Affiliate Marketing vs. Partner Marketing Affiliate marketing is a form of partner marketing where an affiliate promotes a partner’s products and services in exchange for a commission. Brands benefit by gaining access to the affiliates’ customer bases and expanding reach. ## Key Takeaways Partner marketing is used in many industries, such as travel and hospitality, health and wellness, and financial services. Co-marketing strategies can take many forms, including affiliates, co-branding, sponsorships, and loyalty partnerships. Regardless of the approach you take, it’s critical that you partner with similar businesses that share common goals. You can measure success in various ways, depending on your objectives. For example, if your primary goal is to build brand awareness, you’ll want to pay close attention to social media engagement. If the goal is to generate sales, you’ll want to keep a close eye on conversions and revenue growth. Finally, when entering a partnership, keep an eye open for risks, such as dependency, misaligned goals, reduced control, and potential conflicts. ## Frequently Asked Questions (FAQs) ### How do you find a marketing partner? To find a marketing partner, start by figuring out the goals for your business. Look for complementary companies with similar products and customer bases that might overlap. Remember that any potential partners must also share your values. ### What does a partner marketing specialist do? While specific responsibilities may vary, partner marketing specialists are typically responsible for building and maintaining relationships with new and existing partners. They collaborate with partners to develop joint marketing campaigns and are often responsible for generating leads and revenue growth. ### What Is B2B Partner Marketing? Partnership marketing can exist between a business and an individual. Business-to-business (B2B) partner marketing refers to a collaboration between two or more companies with the goal of co-marketing their products and services. --- ### How To Start an E-Commerce Business in Six Steps URL: https://www.taboola.com/marketing-hub/how-to-start-e-comm-business/ Last Modified: 2025-05-07 10:18:11 E-commerce businesses are thriving, with sales increasing 2.6% between the second and third quarters of 2024. (To be clear, the term “e-commerce” simply refers to shops that operate online, as opposed to retailers that primarily exist in a brick-and-mortar store.) But whether you’re selling products, subscriptions, or services online, e-commerce businesses come with their own challenges. It’s important to fully understand how to set up, run, and market an online shop before you start investing time and money. ## How to Start an E-Commerce Business in Six Steps Starting a new business is never easy, but e-commerce shops have access to a wide range of tools to help. These six steps will help you get started. ### 1. Invest Time in Research Before jumping into any new business, you need to spend significant time researching the market. Sean Collins, co-founder of Holscher Analytics, recommends taking your time choosing a vertical, since this is something that will become your obsession for the next three to 10 years. “Then look at the existing competition,” he says. “Look at their reviews, talk to customers, talk to their suppliers, and to the merchants themselves. Find out how the business is. Find out how you can stand out. Then research how you can build the product to win.” ### 2. Choose a Business Model If you’ve been considering an e-commerce shop for a while, you may already know the type of business you want to start. In case you haven’t yet, that choice should be your next step. There are three major types of e-commerce businesses: - Business to business (B2B): A B2B e-commerce shop sells directly to businesses. Often, this is a wholesale provider. A beauty product manufacturer may sell only to salons and beauty supply shops, for instance, as opposed to a retailer that is open to purchases from anyone. - Business to consumer (B2C): B2C simply refers to a business that is geared toward selling to the general customer population, rather than to other businesses. E-commerce shops that sell through providers like Amazon and Walmart are considered B2C. - Direct to consumer (D2C): Unlike B2C, D2C has manufacturers selling directly to customers without an intermediary. This allows businesses to keep prices lower. ### 3. Line up Your Team Collins also points out how crucial it is to have the right people in place to help. You may not be able to hire a full team up front, so he suggests focusing on logistics, business ops (including finances), marketing, customer service, and technology. He also suggests hiring a college intern for valuable help at a fraction of what you’d pay someone with more experience. “If you go with Shopify, tech is probably the easiest,” Collins says. “Customer service you can share between the logistics person and the marketing person. So make sure that you've got someone to cover logistics and marketing. The marketer needs to be able to write copy, design, run ads, build emails, and do some data analysis.” ### 4. Register Your Business To make your business official, you’ll need to register it with your local government. This starts with choosing a business name, which can take some time. You’ll want to make sure you can acquire the domain and that no other businesses are using the same name. In the process of registering, you’ll need to get a business license and set your business up to pay taxes. This includes sales tax and, if you’re hiring employees, payroll taxes. You may also need to look into trademarking your business name and any products you’re selling. ### 5. Choose Your Platform If you were selling products in person, you’d need a storefront. The same goes for an e-commerce shop, only in this case, your shop will be virtual. You’ll find several worthy eComm marketing software options, so you’ll have to investigate each to figure out which one works best for you. Some popular options include: - Shopify: The user-friendliness of this option makes it great for beginners. - WooCommerce: If you plan to build a website using WordPress, this customizable plug-in turns it into an easy-to-manage shop. - BigCommerce: This solution features a suite of tools geared toward growing a small business, including flexible customization, built-in marketing tools, a platform designed to scale with your business, and integrations with sites like Amazon and Instagram. - Third-party marketplaces: Sites like Amazon, Etsy, and eBay are great for selling to niche audiences. Of all the options, Tina Bar, owner of Tina Bar Coaching, prefers Shopify. “Shopify is by far the most cost-effective solution for e-commerce shopping carts,” she says. “Shopify is built to be e-commerce first! They are best in class for conversion, mobile checkout, and one-click buying with Shop. The latest integrations with strategic partners for cross-platform selling, including Meta, TikTok, Google, YouTube, and Pinterest, make it a worthy recommendation.” All of that said, it’s still worth doing your own research to be sure you’re choosing the best option for your needs. ### 6. Generate Some Buzz Word of mouth is one of the biggest drivers of sales. Since you haven’t started your business yet, it will be challenging to get people to talk about you, so Collins has a few suggestions to help you start to generate buzz about your new e-commerce business. “Use something like Kickstarter to get some initial support,” Collins says. “Run lead-gen ads on Meta. Find a business that already serves your customer base and do a launch promo with them. You want people on your email list and you want to get them hyped up. Build an intro package for them.” ## 4 Tips for Starting an E-Commerce Store Once you have your business license, it’s time to position your store for the best success. ### 1. Start Small and Scale The best thing about an e-commerce business is that you can start making money without breaking the bank. Begin with just a few products or services and gradually add to them as you learn from your initial activity, such as conversion rates. “Unlike a brick-and-mortar store, you aren't limited by your geography, and your audience can be global,” says Kim Butler, SEO strategist with Online Optimism. “Plus, you can cut down on rent and staff costs. My advice would be to tap into niche markets, deliver a seamless online experience, and use that data to find and adapt to your customers’ preferences.” ### 2. Choose the Right Marketing Channels With so many online shops competing for customers, it can be tough to get noticed. You’ll need to find ways to reach your target audience and to continue to monitor and tweak your campaigns to ensure you’re always bringing in new buyers. “Choose marketing channels that align with where your customer spends time,” says Bar. “Most marketing fails because it doesn't speak to the ideal customer in a way that convinces them to buy.” ### 3. Monitor Results One of the best things about running an e-commerce business is that you can easily track activity. Using the tools built into your online store, you can keep an eye on traffic, conversion rates, and customer behavior. “Study your numbers and know what they mean,” says Bar. “There are e-commerce key performance indicators (KPIs) to learn and financials to keep track of. Ignoring these is the number one reason e-commerce businesses either fail to scale or fail to be profitable.” ### 4. Keep up With Market Trends The world of online retail is constantly changing, so it’s vital that you not only monitor current trends, but that you’re also prepared to pivot in response. Subscribe to industry blogs and newsletters and attend conferences and events to stay on top of the latest techniques and tools. “The most successful e-commerce businesses prioritize customer experience, automation, and agility in response to market trends,” says Windy Pierre, founder of eCommerce Manager. “If I were launching today, I’d focus heavily on artificial intelligence (AI)-driven personalization, retention marketing, and social commerce strategies to stay ahead.” ## Considerations for Marketers When Starting an E-Commerce business Marketing any new business can be challenging, especially if you’re new to an industry. Here are a few things to keep in mind if you’re planning to start an e-commerce business. ### Branding and Positioning Your branding communicates what you’re selling better than thousands of words ever could. It’s important to understand your brand and incorporate it into everything, from your logo to the customer service you provide. ### Content Marketing Strategy Your online marketing efforts should be consistent and on-brand. The key is to build trust and authority within your niche through high-quality blog posts, videos, and social media content. ### Customer Retention Reaching new customers is only part of the equation. You should also put serious ongoing effort into keeping the customers you already have. Loyalty and reward programs, VIP discounts, and personalized email campaigns can go a long way toward showing your customers you appreciate them. ### ROI Tracking Whether you’re paying a social media marketer or purchasing Google Ads, that spend needs to be tracked. Pay close attention to the amount you’re investing into marketing and note which efforts get the best results. ## Key Takeaways Like any new business, an e-commerce venture requires that you do careful research and have a e-commerce marketing plan in place before launching. Yes, choosing the right business model and platform takes time, but it’s an important part of building a successful e-commerce shop. Likewise, attracting new customers is vital, but so is nurturing your existing customers. By monitoring key performance indicators and return on investment, you’ll ensure you’re making the most of your efforts. ## Frequently asked questions (FAQs) ### Is e-commerce really profitable? E-commerce can be profitable, but Colby Flood, founder of Brighter Click, points out that margins may be tight. This is especially true for brands that rely on heavy discounting. “E-commerce is not the same as it was in 2016-2020,” says Flood. “CPMs continue to rise year over year on channels like Facebook ads, and the space is filled with many more brands. Someone should start an e-commerce business for the same reason they should start any other business — because they have confidence that they understand a problem to solve for a target demographic, and they know that they have a viable, profitable solution.” ### What are the best tools to market my e-comm store? You’ll find no shortage of marketing solutions in 2025, but it’s important to have the right tools. Butler believes setting goals is key to finding the right solutions. “Make sure you have a plan for SEO and content creation,” says Butler. “You can use tools like SEMrush to do competitive research and find/track keywords that make sense for your business. You also want to incorporate an email client, like Constant Contact or Mailchimp, and paid ads on Google and social media. For the site itself, I would suggest WooCommerce (WordPress) and Shopify.” ### What are the best strategies for growing e-comm sales? Once your e-commerce shop is set up, it’s time to start attracting some customers. Bar says that email marketing and ads are the best way to do that. “Once proof of concept has been established, it’s key to build an email list and learn how to run effective ads,” she says. “I recommend Meta and Google ads.” --- ### Bounce Rate: Why It Matters For Your Website Performance URL: https://www.taboola.com/marketing-hub/what-is-bounce-rate/ Last Modified: 2026-06-22 08:40:53 Picture a person walking into a store, taking a five-second look around, then turning on their heel and walking back out. Not only did this would-have-been/could-have-been customer not make any purchases, they probably didn’t even get a lasting impression of the place that might warrant a return. Instead, they just, well, bounced. ## What Is Bounce Rate? The same phenomenon happens online. A website's bounce rate is the calculated percentage of visitors who leave the site after landing on only one page, without clicking through to other pages and without meaningfully engaging with the content on the single page they visit. The more you know about your site’s bounce rate, the more you can do to try to lower it by making changes that keep people hanging around. ## How Bounce Rate is Calculated “Bounce rate refers to the fraction or percentage of visitors landing on your website and leaving without conducting an action,” reiterates Aditya Chauhan, digital marketer with D’Genius Solutions. “It's a metric that shows how well your website can retain the attention of web visitors.” To determine bounce rate, divide the number of single-page visitors to a site by total site users and then multiply by 100. (You can determine the number of visitors in the backend of your site, or by connecting it to a service like Google Analytics or Semrush.) If, in a given hour, 100 people came to the site and 50 left after viewing just one page, that’s a bounce rate of 50%, as 50 divided by 100 is 0.5, and that times 100 is 50. For a more realistic example, if your site had 13,567 total visitors in a day and 6,544 of them bounced, your bounce rate would be 49.2%. Once you know the formula, it’s very easy to calculate. ## Bounce Rate vs. Exit Rate Everyone clicks (or taps) away from a website eventually, and that’s okay — especially if they come back. When a user closes or navigates away from a website, that’s called an exit. Tracking the site exits from a specific page gives you your exit rate. While both "bounce rate" and "exit rate" measure how users leave a website, the key difference is that bounce rate specifically refers to visitors who leave a site after viewing only one page (their landing page), while exit rate measures the percentage of users who leave from a specific page, regardless of how many other pages they visited on the site. Essentially, all bounces are considered exits, but not all exits are bounces. ## What Is a Good Bounce Rate? A 40% or lower bounce rate is considered excellent, while above 60% is cause for concern, so it’s worth investing the effort to get that bounce rate lower. “It really depends on the type of website you’re running, and it varies by industry,” says Jonathan Alonso, CMO of E2E Cleaning. “But as a rule of thumb, 50% or lower is your target.” ## Does Bounce Rate Affect SEO? If your site’s SEO is inauthentic and draws people in only for them to find pages that don’t actually provide the information they were promised, you can rest assured visitors will bounce quickly. This will, in turn, negatively affect your site’s ranking. ## Common Causes of High Bounce Rates “One major cause of high bounce rates is clickbait links,” says Harrison Tang, co-founder and CEO of Spokeo. “This occurs when you advertise one thing, but the linked page does not serve the intended purpose. This causes frustration, leading to increased bounce rates. Therefore, be sure that when marketing, you link to the appropriate landing page so the audience doesn't perceive it as clickbait. This will increase your authority as a business and significantly decrease your bounce rates.” Another all-too-common cause is a site that’s simply not that visually appealing. If your site is overly cluttered, looks dated, is confusing, or is otherwise just not appealing at a quick glance, visitors are likely to leave it in a hurry. Slow loading times and poor website functionality can also lead to a higher bounce rate than you’d like. Streamlining your site’s efficacy and making sure all links and buttons work, videos and graphics load properly, and other similar maintenance can help immensely. ## Why Bounce Rate Matters for Website Success “Bounce rate provides a possibility to detect how the website engages an audience,” says Dmytro Romanchenko, CEO of Syndicode. “It shows the percentage of visitors who landed on a page and left it without further delay, and who interacted with it — for instance, clicked on a link, filled out a form, or navigated to another page. By analyzing bounce rates alongside other metrics, like time on page and conversion rates, businesses can gain deeper insights into user behavior and make informed decisions to optimize their website. A high bounce rate is an indication of a user's dissatisfaction.” A high bounce rate may impact more than just the way human visitors feel about your site. “A high bounce rate means that you’re disappointing your consumers,” says Brittany Betts, director of marketing and PR at The 100 Collection. “It means your site potentially going down in ranking via search engines because you are not displaying helpful information.” ## How to Analyze Bounce Rate Effectively We discussed how to calculate your bounce rate, but what do those numbers mean? “An elevated bounce rate usually indicates that visitors don’t find what they expected to find, whether that’s content that doesn’t match their interests, a page that loads too slowly, or navigation that confuses them,” says Marc Hardgrove, CEO at TheHoth. “Keeping track of this metric is essential since it shows how well your website engages users and keeps them coming back.” To effectively analyze your site’s bounce rate, first contextualize it with other metrics, like time spent on a page — someone who spends 15 minutes reading an article and then exits hardly bounced! — and conversion rates. Next, compare your rate to industry benchmarks by searching the average number of visitors to a competitor’s site, information which is often publicly available — if most similar sites have a 65% bounce rate and yours is 55%, that’s not bad. Don't just look at those raw bounce rate numbers: Instead, understand the reasons behind them by examining user behavior across your website and how it fits more broadly beyond your own site. ## Strategies to Improve Bounce Rate “There are four main steps to take when seeing pages with higher than normal bounce rates,” says Alonso. “The first is qualifying your content. Is it up to date? Does your content solve a problem? Second, website issues can also cause this. Check for website speed: How fast is the page loading? Are there broken images and videos, or even misspellings within the content? Third, try adding videos, tables, and visual data that enrich your content to help increase your visitors’ engagement. Finally, if you have an ecommerce site, a high bounce rate can simply mean being out of stock, but can also mean site issues, such as not displaying enough information about your products.” ## Myths and Misconceptions About Bounce Rate The most common misunderstanding about bounce rate is that a high one is always, categorically, a problem. “A high bounce rate on a landing page isn’t always a bad thing,” says Nikola Baldikov, founder and CEO of Inbound Blogging. “If someone fills out a form or downloads a resource and leaves, that’s a success — their customer journey ended where it was supposed to. But on a page meant to drive deeper engagement, it’s a red flag.” ## Key Takeaways You are largely responsible for your site’s bounce rate, and you can bring it down if you put in the effort. “Slow loading times are boring and waste viewers' time, making it an obvious cause for them to click away from your website,” says Chauhan. “Poor content quality can make all the difference. The overuse of clickbait or misleading titles coupled with low-quality content can be your downfall, and overcomplicated or simply poor website design can perplex the audience.” So, a site that provides content that’s valuable to the user, works well, and looks good is key to reducing bounce rate. It’s also critical that you monitor your bounce rate regularly to see if the changes you implement have things shifting in the right direction. “Managing bounce rate is vital to website success — it's a metric you cannot ignore,” says Chauhan. Aim for a bounce rate below 50%, with a bounce rate under 40% being truly good news. And remember, to calculate your bounce rate, divide the “bouncers” by the total visitors, then multiply that number by 100. ## Frequently Asked Questions (FAQs) ### Does a high bounce rate always indicate a problem? No, not always. As noted, sometimes your site’s visitors may well complete the desired action on a single page, so the fact that they did not explore your entire site is not indicative of an issue. And remember, there is more to site success than low bounce rate alone. “Bounce rate is a useful metric, but only in context,” says Baldikov. “The goal isn’t just to lower it — it’s to make the site work better for your audience. As long as you understand their needs and focus on making every interaction smooth, you will be able to create a site that brings conversions.” ### How does bounce rate impact SEO rankings? A high bounce rate can, over time, negatively impact your website's ranking by signaling to search engines that your content is not relevant or engaging to visitors. A high bounce rate can indicate issues like poor quality content or a badly designed website, which can lead to lower rankings. ### Which tools can I use to track and improve my bounce rate? “Fast loading times, clear call to actions, and content that matches with what visitors are looking for help reduce bounce rates,” says Adam Yong of Agility Writer. So, clean up your site! “Focus on clear messaging and easy navigation to reduce bounce rate,” adds Gerti Mema of Equipment Finance Canada. “Focus on improving the user experience and ensuring visitors find what they need easily. Start by making your website fast, as slow page speed is one of the reasons people leave. Sites such as Google PageSpeed Insights can be used to discover areas for improvement.” You can track and analyze your bounce rate with tools like heatmaps and other graphs that lay out data over time, making it easy to see if you are trending in the right direction. ### Is bounce rate affected by mobile vs. desktop traffic? Bounce rate is significantly affected by whether traffic comes from mobile devices or desktops, with typical mobile users exhibiting a higher bounce rate than desktop users. People are simply more likely to leave a website after viewing only one page when accessing it on their phone compared to browsing on a computer. --- ### Media Buying: What Is It, Planning and How to Puchase Ad Space Wisely URL: https://www.taboola.com/marketing-hub/what-is-media-buying/ Last Modified: 2026-02-02 12:20:23 Have you ever paused mid-scroll because an ad seemed to speak directly to you? Or wondered why some brands show up on your radar just when you’re thinking about them? That’s the magic of media buying. The strategic choreography behind carefully placed ads relies on research and negotiation to connect brands with their target audience at the right moment. And these days, with more digital platforms offering accessible media buying, it’s no longer a strategy reserved for the biggest companies in the world. ## What Is Media Buying? Media buying is a specific type of paid marketing strategy, in which advertising space and time are purchased on platforms — digital or offline — by a business. For instance, you can purchase ad space on another website, YouTube, or as a traditional television, radio, or print commercial. There are a number of different goals that brands may be looking to achieve with media buying, but they typically come down to reaching the highest level of brand exposure to the company’s target audience for the lowest possible price. Media buyers may be part of a company’s internal marketing team. Other businesses partner with media-buying agencies that specialize in this type of paid advertising. The role of these marketers is to secure placements for the company while managing the overall budget and time for the ad to run. They will typically negotiate with media outlets or the specific advertising channel to find the best deal for the allocated budget. ## Media Buying vs. Media Planning While both terms can be used interchangeably, there are key differences to note between media buying and media planning. Media buying is more focused on the actual purchase of advertising space, with media buyers managing the budget, frequency, and duration of advertising in each desired location. Media planning is the initial strategy-building stage of the overall media-buying process. This usually involves market research to determine who the target audience is and where placements should be made, along with building out goals and a budget for the campaign. Once these factors have been established, this information is handed over to the media-buying team to negotiate, purchase, and manage the placements. ## The Media-Buying Process There are eight key steps to the media-buying process, no matter which type of placements the brand is targeting: - Set the budget. Before any negotiations can take place, the media planning team should assign a set amount of budget for the advertising campaign. - Send requests for proposals (RFPs). RFPs are typically sent to different media outlets to start the negotiation process. Planners will evaluate the best possible mix of publishers to fit within the budget and align these with overall campaign goals. - Creating an insertion order (IO). An IO is a contract between an advertiser and a publisher, which allows brands to lock in their media order with various outlets. - Establishing creative. Ads must be correctly sized for the placements purchased and adhere to any specific guidelines from the publisher. - Launching the ad. Once everything is ready, the campaign can be launched across different media platforms. - Monitoring performance. Continuous monitoring for key metrics helps ensure that optimal results are being generated. This also provides opportunity for edits if necessary to increase ad performance. - Reconciling ad spend. It’s vital that ad spend is routinely compared against the original budget for the campaign to ensure that no overspending is occurring. - Negotiating “make-goods” on underperforming ads. If ads aren’t performing as expected, these costs should be reconciled against the original budget. From there, media buyers can negotiate “make-good” placements — these are credited or free adjustments that an advertising outlet offers for underperforming ads. ## Common Challenges in Media Buying The most important part of any media-buying campaign, much like other marketing efforts, is being able to prove value and return on investment (ROI). When it comes to digital ad placements, tracking against key performance indicators (KPIs) is often easier than with traditional media — television, radio, or print advertising. Attributing results to these channels is more of a challenge. Allocating media spending can also be a problem for many brands. Consumers don’t use a single platform, so determining how best to split the budget among different channels to reach a target audience can be difficult. Fragmented spending can also make it harder to determine which channels are the most effective. Privacy concerns around digital advertising are also an issue for media buyers. With regulations such as the EU’s General Data Protection Regulation (GDPR), it’s becoming more difficult to gather the audience data needed to deliver ad personalization, while also respecting user privacy. ## When to Use Programmatic Media Buying Programmatic advertising is an automated process in media buying in which ads are shown to target audiences based on set parameters. Using machine learning and workflow automations, the ads most likely to be effective are shown to an audience based on such characteristics as demographics or their shopping behaviors. With real-time bidding in a demand-side platform, media buyers don’t need to negotiate with publishers and advertisers in person and set fixed price arrangements. Instead, bidding takes place at the most optimal time to maximize results, which allows for more precise targeting and cost efficiency. This works differently from direct media buying, in which advertising space is purchased directly from the publishers themselves. Direct media buying is more common in smaller or niche markets where brands are looking to gain and build local trust and authority. For businesses looking to run large-scale campaigns, programmatic media buying is often a more streamlined process and takes less manual work than direct buying. It’s also an ideal method for creating highly targeted campaigns directed to specific audience segments. ## Popular Media Buying Platforms ### Google Display and Video 360 The Google Display and Video 360 platforms integrate seamlessly with other Google products like Google Analytics to easily track and manage media campaigns. Creative can be stored and managed alongside active and inactive ad inventories within the platform, with automated bidding and customization for audience targeting making programmatic advertising easier. ### The Trade Desk With an advertiser inventory that spans some of the world’s largest sites, including Spotify, The Wall Street Journal, and ABC, The Trade Desk is one of the top media-buying platforms on the market today. New AI features allow media buyers to use billions of daily queries to target the most effective advertisers that match audience segments. ### Amazon DSP Amazon’s advertising platform gives media buyers access to Amazon-owned platforms including Audible and IMDb, along with connecting to such Amazon devices as Fire TV and Alexa. Targeting can be implemented using standard audience demographics, along with Amazon-owned data — for example, shopping patterns, Amazon purchase history, and past searches on the site. ### Taboola Partnering with well-known media properties including ABC News, Business Insider, and USA Today, Taboola offers marketers access to over 22,000 sites through the advertising platform. With a reach of over 600 million active users each day, advertisers can get up to 70% more conversions through native advertising options. ## Key Metrics to Measure Success in Media-Buying Campaigns The metrics used to assess a campaign’s success will be determined by the overarching goals of the campaign, which are typically laid out upfront by media planners. Digital campaigns are generally easier to track and measure, compared to traditional media campaigns. ### Impressions and Reach These metrics show how many people saw the ad and the overall brand exposure that the ad created. Since visibility is often one of the biggest goals for any media-buying campaign, these numbers are important to know. However, for traditional advertising — billboards or print, for example — these numbers are usually rough estimates only, as it’s impossible to determine exactly how many people saw those ads. ### Click-Through Rate (CTR) For digital ads, CTR tracks the percentage of users who clicked on the ad compared to the total number of impressions. A high CTR means that the ad creative and messaging is resonating with the target audience. ### Cost-Per-Click (CPC) Cost per click metric determines how cost effective your media buying is, focusing on how much each individual click on the ad is costing the advertiser. ### Conversions and Cost-per-Acquisition (CPA) Conversions are related to a desired outcome — whether that’s a purchase, a download, or an email sign-up. The CPA calculates how much each conversion costs the business, making it essential for determining whether the campaign was profitable. ### Return on Ad Spend (ROAS) ROAS measures the total revenue generated by the media-buying campaign against the total amount spent on the campaign. This is also vital for knowing how effective the overall campaign was. ## Media-Buying Trends Looking ahead, three trends show particular resonance going forward. - Video advertising. Reports suggest that digital video advertising worldwide is predicted to grow by 6% until 2028, with an estimated value of $207.5 billion in 2025. Much like organic video advertising, using video as part of a bigger media-buying strategy is likely to continue in the coming years and is a significant opportunity for brands to reach their target audience on platforms they’re already using, such as YouTube. - Mobile gaming spends. Brands should consider more advertising within mobile gaming if their target audience aligns with this demographic. Banner ads, along with reward-based advertising, continue to keep businesses in front of gamers spending time on their mobile devices. - Mobilizing AI. Increasing usage and development of AI technology will also have a significant impact on media buying. With these tools able to analyze large quantities of consumer data quickly and automate media placements and bidding, more efficient and precise targeting will be possible. ## Key Takeaways Media buying is more than simply placing ads. It’s about creating the right moments for your brand to step in front of your target audience through channels they’re already on. Brands that embrace evolving technology — and the data-driven insights it provides — will see the greatest benefits, with increased ROI thanks to improved targeting. For businesses big and small, media buying can be a highly effective marketing strategy to boost both awareness and sales. ## Frequently Asked Questions (FAQs) ### Is media buying paid advertising? Yes, media buying is a type of paid advertising in which brands purchase ad space to reach their target audience. ### How do media-buying agencies work? Media-buying agencies work with businesses to plan, negotiate, and purchase advertising space across different media channels. They help companies find the right advertising partners to meet their marketing goals and keep track of live campaigns to ensure that they stay within budget. ### Agency vs. in-house: What’s better for media buying? Whether your business should opt for an agency or go in-house depends on your goals for their media-buying campaign, along with the internal expertise on your marketing team. Agencies are often able to provide specialist knowledge and have access to a wider range of publishers, but in-house teams can move faster and have a better idea of the overall brand strategy for the media campaign. --- ### Shareable Content: How to Create Content that Spreads Organically URL: https://www.taboola.com/marketing-hub/shareable-content-tips/ Last Modified: 2026-06-22 08:45:15 Going viral is the dream: You create a piece of content that spreads far and wide, and suddenly customers are rushing to learn more about your business. But it’s tough to predict what will go viral, especially when it comes to marketing content. Before you go chasing that one elusive story, remember that your content doesn’t actually have to go viral to make an impact — even dozens of shares can generate interest in your offerings. For marketers, the real challenge is standing out in a sea of content. The key is to create content that resonates with readers and encourages shares, but what makes content shareable, and how do you ensure your content is meeting the mark? I have some tips to help create shareable content that works for your business. ## The Power of Shareable Content Social media is a top source of information for many consumers, and that often translates to buying behavior, with 76% of consumers having purchased a product they saw in a brand’s social media post. Only those who already follow you will see your posts, though, and that’s where shares can help. As more people see your content, you’re more likely to get noticed. Here are some of the top benefits you’ll get from content shares: ### Connecting With Existing Customers Your initial shares will come from your existing following. Those customers have already engaged with your brand, and they can also be your biggest advocates. Each share signals that you’ve connected with that follower, which can strengthen those relationships and ensure they continue to support your business. ### Reaching New Customers One of the biggest expenses any business faces is new customer acquisition. Advertising can be costly, especially if you’re trying to market outside of a small geographic area. Although you’ll spend money to create graphics, videos, and written content, shares are free. So the more shareable you can make each item you post, the better return you’ll get on that investment. Shares are word-of-mouth advertising, which has proven to be more effective than paid ads. “The bigger the potential for shareability, the bigger the potential for increased visibility of a brand,” says Tom Brook, co-founder and content director at Another Concept. “This can then lead to more awareness, increased engagement, more traffic, leads, conversions — and ultimately profit.” ### Improving SEO Building backlinks is an important part of any search engine optimization (SEO) strategy, and shares can eventually help with that. When a site links to yours, the algorithms see your content as useful. The more high-quality backlinks you have, the more your content will be seen as having authority on a particular topic. How do social media shares play into this? A share or repost on a platform like Facebook or Bluesky might not directly help your backlink strategy, but it does create an opportunity for future backlinks. The more your content is seen, the more likely someone will consider it useful enough to include in a blog post or infographic. ### Saving Advertising Dollars While content creation isn’t free, especially if you’re paying experts to make graphics or write blog posts, shareable content can increase the reach of a post, stretching your marketing budget further. Compare this to the money you’d spend boosting a post or creating an ad from scratch. ## Key Characteristics of Shareable Content It can be tough to nail down exactly why one post gets more shares than others, but here are some features typically seen in heavily shared content: ### Visually Appealing Users spend hours every day scrolling social media, and there’s no shortage of content for them to browse. To stand out, you need visually appealing content, which means either a video or image that catches the eye or a well-designed, easy-to-read infographic. But the most striking visual in the world won’t get shares if it’s not informative and helpful. “One strategy is to combine visual appeal with functional utility,” says Tracie Crites, chief marketing officer at Heavy Equipment Appraisal. “For example, an infographic that deconstructs complex data, such as regional patterns or industry benchmarks, along with a downloadable checklist or tool, can inspire users to share it with their networks, improving visibility and engagement.” ### Useful Customers are naturally drawn to products and services that solve problems. Your content can serve the same goal. Consider the type of social media user who is looking for a solution to a problem and work toward delivering that information in a visually appealing but useful format. “Shareable content becomes memorable because it is clear, relevant, and delivers something surprising or entertaining,” Crites says. “People are drawn to the kind of content that teaches or solves problems in an easy-to-share format.” ### Emotionally Resonant When considering the type of content that gets shared most, Brook notes that it can vary widely. Shareable content is often visually striking, amusing, and quick to digest, like memes and graphics. But on the flip side, extended, detailed pieces led by experts also get plenty of shares. Think exposés and journalistic long reads. “While these might seem like polar opposites, it’s just a reflection of the varied needs of different audiences and shows the importance of crafting the right types of content to garner the right emotional response,” Brook says. “If you hit that sweet spot, it’s more likely the content will be shared.” ### Timeliness In some cases, a brand creates shareable content by posting the right content at the right time. One often-cited example of this is Oreo’s viral post that went live during the Super Bowl blackout in 2013. Within minutes of the blackout, the brand posted a graphic that included an Oreo cookie with the text: “Power out? No problem. You can still dunk in the dark.” Oreo was able to respond so quickly because it had a dedicated team in place, waiting for an opportunity to post something. Even if you don’t have those resources, though, you can still keep an eye on the events everyone’s talking about using tools like Google Trends and Exploding Topics, then generate content that will resonate with the moment. ## Content Formats That Encourage Sharing Almost any type of online content can go viral, but some media does lend itself to sharing more than others. Here are some of the top content formats to consider when you’re trying to encourage shares: - Videos: On social platforms, videos get 12 times more shares than text and images combined. - Infographics: When it comes to conveying data or other complex information, infographics can be a fun, engaging option. - How-to guides: If users find a list of tips helpful or especially relatable, they’re more likely to share it with others. - Memes: Fun and entertaining, memes are a great way to call attention to your brand. - Stories: Whether it’s a blog post or a reel, stories that connect with viewers can lead to shares. ## How to Craft Shareable Content for Different Platforms Strategies can and should shift from one platform to another. Not only do user demographics vary from TikTok to Facebook or from Instagram to YouTube, but user expectations differ as well. As Crites points out, you should start with your goal in mind. “Before determining whether to create a video, article, infographic, or interactive tool, you should always consider answering the following questions,” Crites says: “What function does this content serve for the audience? Is it addressing a question they've been looking for, making them laugh, or directing them to the solution that they need?” ## Tips for Creating Shareable Content Shareable content is all about connecting with the reader or viewer. Here are some steps to take for each social media platform you’re using for your marketing efforts: - Understand your target audience: Demographics only tell part of the story. Think through the type of consumers who will connect with your content and fine-tune your efforts to fit their interests. - Create unique, quality content: Users are bombarded with videos, images, and text as they scroll social media throughout the day. - Optimize for mobile: Social media users tend to scroll on mobile devices. Make sure your content is optimized for smaller screen sizes. - Make it actionable: Yes, you want shares, but you also want consumers to check out what you’re offering. Make sure customers have a way to find you if they’re interested in learning more. ## How to Amplify Your Organic Reach Creating quality content is one of the best ways to encourage shares, which boosts your reach. However, Brook points out a few other things you can do before going live with a post to expand visibility: - Use email marketing to complement your social marketing efforts. - Link back to each piece of content in whatever way each platform allows. - Optimize social media posts with relevant hashtags. - Use keyword research to optimize your content for searchability. ## Key Takeaways Quality, visually appealing content boosts shareability. This shareable content can increase visibility and improve customer relationships, making it well worth your while. This content should be optimized for mobile and tailored to each platform, ideally focusing on emotional resonance, problem solving, and responding to current trends. Hashtags and keywords can also increase your content’s searchability. ## Frequently Asked Questions (FAQs) ### What makes content inherently shareable? Social media users tend to share content that connects, whether by solving a problem or providing some much-needed entertainment. A well-timed post can also lead to shares. “Content becomes shareable when it interacts with individuals on a personal level, whether that's by solving a problem, inspiring emotion, or piquing a certain interest,” Crites says. “In my experience, the most widely shared material targets a specific pain point while remaining visually appealing and simple to comprehend.” ### How can I optimize content for different social media platforms? Each platform is different, both in its user demographics and how people interact. Instagram requires visually striking images, for instance, while TikTok only allows short-form videos. It’s important to spend a little time on each of your chosen platforms and pay close attention to the content that performs best. “The trick is to have a healthy mix of different content types across different channels to suit the needs of your business’ target audiences,” Brook says. “If you don’t, you risk alienating certain demographics or disengaging them with content that doesn’t appeal. However, it’s important to be aware that some content formats will suit certain customer groups better than others, so you may need to lean into some formats a bit more than others. But this is something that should be covered in your initial content strategy and planning.” ### Which metrics should I track to measure the success of shareable content? Before you create content, Brook emphasizes the importance of deciding on your objectives and key performance indicators (KPIs). This will give you the metrics you’ll need as your shares start growing. He suggests including these specific KPIs: - Social shares, engagement, reach, comments. - Clicks and click-through rate. - Traffic across all website user channels. - Website engagement (time users spend on the page reading the content/bounce rate). - Subsequent conversions and goal completions (e.g. purchases, sign-ups, inquiries). - Content longevity, and whether users return to the content over a prolonged period of time. It can be tough to predict which posts will take off, but over time, you can test and iterate until you learn which content resonates. During that time, you’ll build authentic connections with your existing customers as you draw attention to your brand. --- ### AI Copywriting Tools: Best Software to Create Content Efficiently URL: https://www.taboola.com/marketing-hub/ai-copywriting-tools/ Last Modified: 2025-05-26 09:25:43 AI seemingly came out of nowhere to become one of the most important digital tools available today. An industry in which AI is clearly making waves is copywriting. While coming up with persuasive copy used to rely on creativity, copywriters can tap into the power of AI to create content and do it faster than ever before. If you’re a copywriting professional and want to use AI in your workflows, knowing the best AI copywriting tools is critical. Here’s a look at how AI copywriting works and the best AI copywriting tools you can use to improve your work. ## What Is AI Copywriting? AI copywriting is a term for using artificial intelligence (AI) to create marketing copy for print and digital use. After typing into your AI tool a brief description of what you’re looking for, you can click a single button to generate the text. AI copywriting is useful for creating blog posts, product descriptions, email campaigns, social media posts, and more. While the output may have inaccuracies that require a human for corrections, you can use AI to accelerate a range of copywriting tasks, such as creating outlines, crafting meta descriptions, writing social media posts to promote an article, making text more concise, and countless other tasks. ## How Do AI Copywriting Tools Work? Behind the scenes, AI copywriting tools rely on several technologies. While it may seem like magic, AI responses are based on massive datasets and powerful computing systems. AI predicts the text you want based on databases called large language models (LLMs). The AI system analyzes your prompt and scans articles, books, web pages, past conversations, and other text sources to predict your desired result. You can think of these AI systems as calculators for words. Just like Excel helps accountants do their jobs better and faster, AI can help copywriters. But it’s not good enough on its own to replace them. ## Use Cases for AI Copywriting Tools Miranda Marquit, a freelance writer, says she doesn’t use AI to write for her. She uses it to help her think through the writing process. Here’s a look at different ways you can use AI in copywriting. ### Blog writing Generate drafts for blog posts, saving time on research and initial content creation. You can edit the draft for accuracy and to sound more like you. ### Social media posts Create engaging, platform-specific captions and hashtags for posts. You can input a blog post or explain the topic you’re posting about, and the AI will help you develop the text. ### Product descriptions Write compelling and SEO-friendly descriptions for e-commerce products. You can input product specifications and documentation, and the AI will create consumer-friendly descriptions to use on your website or in print. ### Email campaigns Draft subject lines and personalized email content for newsletters or sales. You can create single emails or an email series much faster than writing entirely on your own. ### Ad copy Produce concise, attention-grabbing text for online and print advertisements. You can copy and paste product or service details into the AI and explain where the ad will go. The AI can help you create copy that aligns with your goals. ### SEO content Develop keyword-rich articles and landing pages to boost search engine rankings. Drop in the keywords and an existing article, and the AI will add those keywords. Or ask AI to draft an article or page on the topic you want to cover. ### Content repurposing Transform existing material into new formats, such as turning blogs into social posts or summaries. AI can intelligently convert content you’ve already created for different uses. You can turn one article into an email, several social media posts, and a podcast script, for example. ### A/B testing variants Create multiple versions of headlines or ad copy quickly to test audience engagement. You can ask the AI for multiple versions of what you’ve already created. Some AI tools will help you with split-testing and automatically choose the best-performing version. ### Customer-support scripts Automate responses to common inquiries with well-written scripts or templates. Some AI chatbots can be trained with customer-support scripts and other documentation to automatically answer common questions. ### Brand messaging Generate ideas for taglines, slogans, or brand narratives to strengthen brand identity. Upload information about the product or service and the tone you want to achieve. AI can take care of the rest. ## 10 Best AI Copywriting Tools You’ll find a growing number of AI copywriting tools around the web. Here’s a look at some of the best AI copywriting tools: ### ChatGPT Perhaps the best-known AI platform, ChatGPT from OpenAI offers several powerful models, including free and paid versions. You can use it directly through the OpenAI website or use a tool that integrates with the ChatGPT API (application programming interface) to use it elsewhere. Learn more how ChatGPT helps marketers drive results. ### Claude From Anthropic, Claude is another top contender for copywriting with paid and free tiers. With a paid plan, you can upload files to projects, which Claude will then reference in new conversations for that specific project. ### Google Gemini Gemini is Google’s AI and works closely with Google Docs and other Google Worksuite apps. You can click the Gemini icon at the top right corner of the screen to sign up. There’s a fee per user per month, though you may be able to start with a free trial. ### INK Editor INK is an SEO-focused AI platform offering features to create content in bulk aligning with your search traffic goals. You can use tools to research keywords, create relevant content, and generate supporting images. ### INK Editor INK is an SEO-focused AI platform offering features to create content in bulk aligning with your search traffic goals. You can use tools to research keywords, create relevant content, and generate supporting images. ### Jasper Jasper is an AI content creation app built specifically for marketing. It offers specialized tools for creating varying types of content, ranging from long-form blog posts to short-form social media. ### Microsoft 365 Copilot If you regularly use Microsoft 365 apps, such as Word and Outlook, you should consider Copilot. With close integrations into the Microsoft ecosystem, this intuitive option doesn’t require you to switch between apps. ### Writesonic Writesonic is a content-focused AI that taps into both ChatGPT and Claude models behind the scenes. It integrates with SEO (search engine optimization), CRM (customer relationship management), and CMS (content management system) platforms to pull in your data and create unique, customized content. ### Wordtune Wordtune is an AI platform offering features to improve your existing written content. Think of it like a superpowered version of the spelling and grammar check that’s built into Google Docs and Microsoft Word. It can paraphrase content, improve grammar, and rewrite for improved quality and readability. ### Abby by Taboola Our very own copywriting tool, Abby, is designed to help businesses create high-quality, compelling advertising. Learn more about Abby by Taboola. ## Best Free AI Copywriting Tools If you want to use AI copywriting tools without dipping into your budget, your best options are likely ChatGPT and Claude. The free tier at ChatGPT doesn’t allow you to use the newest models, but you can access a recent one, which is still pretty good. You may run into usage limits with a free or paid account, but you hit limits faster with the free tier. You’ll find a similar experience from Claude, with stricter limitations on usage and which models are available to free users. But it’s a powerful platform nonetheless, even without paying. For people using these AI tools for work, the cost of upgrading may be worthwhile. You can use the free versions indefinitely, and free tiers are excellent for comparing your options. However, upgrading to a paid plan for about $20 per month could be prudent if the free options are too limiting and you’re looking for the latest information. ## Best Practices for Using AI Copywriting Tools In most situations, it’s best to avoid mindlessly using the output from AI. These best practices can help you make the most out of AI for copywriting. ### Craft your prompts carefully An AI's output is only as good as its input. Giving clear and specific instructions for what you want will help you avoid repeatedly asking for the same result. ### Fact-check everything AI is far from perfect, and there’s a good chance you’ll occasionally wind up with results containing errors. Read the output carefully and fact-check to ensure accuracy. ### Use AI for idea lists and outlines AI isn’t ideal for your final result, but it’s very useful for creating outlines and giving you lists. ### Edit heavily before using AI-generated copy When you copy and paste from AI to your final documents, take the time to read every word carefully, edit it heavily, and craft it to sound like your authentic brand and voice. ## Key Takeaways: AI Can Supercharge Your Copywriting AI isn’t magic, and it’s far from replacing the full reasoning capabilities of human copywriters. But when used well, it can help you work faster and better when creating marketing content. From blogs to social media and beyond, AI is making waves in the copywriting world,. Savvy writers will take advantage of its capabilities to make the most of every minute they spend working. ## Frequently Asked Questions (FAQs) ### Which AI tool is best for copywriting? The best AI tools for copywriting include ChatGPT and Claude. Testing each for your business needs can help you choose the best AI software for your goals. ### Is it legal to use AI for copywriting? Using AI for copywriting is legal. However, to avoid the risk of copyright infringement, consider using a tool such as a plagiarism checker to ensure your content is unique. ### How good is AI copywriting? AI is very good at copywriting, but human intervention is required to ensure accurate and high-quality results. --- ### B2B Social Media Trends: What’s Driving Engagement Now — and Where the Open Web Fits URL: https://www.taboola.com/marketing-hub/4-b2b-organic-social-media-trends/ Last Modified: 2026-07-13 12:15:50 For years, B2B (business-to-business) social media followed a fairly predictable playbook: corporate product announcements, stock-photo-heavy “thought leadership” snippets, and a dogged focus on moving traffic off-platform to gated whitepapers. Today’s winning marketing teams have tossed that playbook out. Instead of acting like faceless corporations, they’ve created a media ecosystem of experts. Marketers understand that while artificial intelligence (AI) is great for repurposing and scaling content, only humans can scale trust. Social media functions as a primary channel for cultivating brand awareness, generating leads, and fostering professional relationships. It allows companies to establish thought leadership, deliver targeted content to decision-makers, and nurture long sales cycles. But social is where B2B demand is discovered — not where most of it converts. LinkedIn and its peers are crowded, algorithm-gated, and increasingly expensive, and they reach buyers only inside the walled gardens. The highest-performing B2B programs pair their organic social presence with paid performance on the open web, where the same high-intent buyers spend the majority of their browsing time reading, researching, and comparing. That combination — social to build authority, the open web to reach and convert at scale — is the throughline of this guide. Understanding the latest B2B social media marketing trends can help you strategize your approach, positioning your brand to stand out from the competition and thrive. Keep reading for the latest stats, plus tips on how to implement these strategies into your 2026 marketing playbook. ## Key Roles of Social Media in B2B Marketing Social media serves as a robust complement to any content marketing strategy. It helps with: - Brand awareness and authority: Building credibility through consistent, professional content, and positioning the company as an industry expert. - Targeted lead generation: Reaching specific, high-value decision-makers through targeted advertising and content distribution on platforms like LinkedIn. - Relationship nurturing: Engaging with prospects and clients directly, fostering trust, and guiding them through complex, long-term sales cycles. - Content distribution and SEO: Sharing whitepapers, case studies, and blog posts to drive traffic to websites and enhance search engine optimization (SEO). - Social proof and humanization: Showcasing client success stories and humanizing the brand to build credibility in a high-risk purchasing environment. Per figures shared by Book Your Data: - 97% of B2B companies use social media. - 74% of consumers use social media to guide purchasing choices. - 62% of B2B companies have earned positive return on investment (ROI) from ads on social media. - 94% of B2B marketers have used social media platforms to distribute content. ## B2B Social Media Marketing Trends In 2025, over 65% of the world’s internet users engaged with social media — that’s over 5 billion social media identities. 58% of consumers said they “found” new businesses on social media, which has become the primary channel for discovery. Those numbers are huge, and marketers have adjusted their budgets to account for the more than two hours most people spend on social media each day. Per DreamGrow: - Mobile platforms will generate 83% of total social media ad spend by 2030. - Average social media ad spend per user will be over $265 by 2028. - Social media has become the fastest-expanding advertising channel, with ad spend increasing by over 10% YOY. - Social was a top focus for 93% of marketers in 2025. Let’s look at some trends in more detail. ### LinkedIn Dominates B2B Social Media Marketing Facebook, Instagram, and TikTok remain popular for personal social media use, but LinkedIn remains the top social media platform for B2B communities. Engagement, which has increased 30% YOY, includes: - 6.6% for multi-image posts. - 6.1% for native documents. - 5.6% for video. Content format performance for 2025 The same source projects that LinkedIn’s base will grow by over 22% between 2024 and 2028, increasing the potential to grow audiences significantly. The Content Marketing Institute adds that 84% of B2B marketers credit LinkedIn with delivering “the best value to their organization as a social media platform.” That said, while LinkedIn remains the top go-to social media platform for B2B marketing, marketing teams haven’t discounted the other platforms. 79% of B2B marketers use Facebook, followed by X/Twitter (60%), Instagram (60%), and YouTube (56%). Naturally, TikTok is hot on these platforms’ heels — its user growth rate hit 100% between 2020 and 2022. ### Videos Are In Videos have become another language of B2B commerce. With video content projected to command 82% of all internet traffic this year, marketers must capitalize on this medium. As buyer attention spans shrink, short-form video has emerged as the highest-ROI social strategy for B2B. Platforms like LinkedIn, TikTok, and YouTube Shorts allow brands to trade high-gloss production values for raw, human authenticity — a shift resonating deeply right now with audiences fatigued by corporate polish. Since shorter clips are easier to consume (and remember), they’re effective at driving information retention. When a buyer sees and hears an expert’s perspective in a 60-second burst, the interaction feels less like a sales pitch and more like a conversation. #### Strategic Interaction Across the Funnel Today’s landscape welcomes video integration across every touchpoint. Marketing teams can embed it in personalized outreach, interactive product demos, and offline-to-online transitions via QR codes. Leverage its dominance by: - Using behind-the-scenes peeks and work culture clips to build rapport. - Transforming dry case studies into higher-impact testimonial videos. - Answering FAQs and complex technical questions through rapid-fire visual explainers. - Leveraging LinkedIn’s video-based solutions to place expert insights directly alongside premium publisher content, driving higher lead conversion rates. - Using real-time livestreams to demonstrate products and build trust through unscripted transparency. Just remember, authentic doesn’t mean low quality: A brand’s credibility hinges on strategic messaging and creative clarity. While long-form and live videos work well for deep-funnel education, the brands winning the market are those who’ve mastered the art of the micro-narrative. They can distill complex expertise into digestible, engaging stories that capture attention in an overcrowded feed. This year, Whitehat SEO predicts that 91% of businesses will use video as a marketing tool, and 92% of businesses will allocate at least the same (or more) of their ad spend on video marketing. ### Carousel Posts Help Educate Educational carousels have evolved from simple slide decks into mini landing pages that generate up to 3.1x higher engagement than static posts. Static posts still serve a purpose: they’re great for high-impact announcements or single-product spotlights, and can instantly deliver a focused message without requiring user effort. Carousels, however, are designed for depth. These swipeable decks — up to 10 slides on Instagram, 35 on TikTok, and 15+ on LinkedIn, although the sweet spot is typically 5-8 slides — use a proven structure: a hook to stop the scroll, value to educate, and a call-to-action (CTA) to convert. The swipe is a powerful engagement signal. By inviting active participation, carousels increase dwell time, which tells platform algorithms that you’re offering high-quality content. Per PostNitro: - On Instagram, carousels average a 0.55% engagement rate vs. 0.45% for static images. - Image carousels on TikTok see 81% higher engagement than standard video posts. - Carousels often net 13% higher reach for large accounts because platforms may re-display the post starting with the second slide if a user initially scrolls past the first. Contensify suggests the following use cases for educational carousels: - A breakdown of a technical process or framework. - A before-and-after case study, where slides show the problem, solution, its implementation, and the final ROI. - An FAQ deep dive addressing common buyer objections or pain points, one slide at a time. - A “state of the industry” report, visualizing data through charts and graphs. - An opportunity to humanize the brand with behind-the-scenes culture narratives. The key takeaway for carousels? Treat each as a standalone educational product. If a user learns something valuable without ever leaving the app, they’re more likely to remember your brand when they finally enter the buying cycle. ### Voice Search and Answer Engines Are Reshaping Discovery According to NewMedia, “Voice search integration in social media platforms has grown by 22% YOY.” B2B search behavior has also moved toward conversational discovery, thanks to over 8 billion voice-enabled devices (and AI assistants). Text searches are often fragmented (e.g., “B2B CRM security”), but voice queries are context-rich and full-sentence (e.g., “Which CRM has the best encryption for a mid-sized healthcare firm?”). Currently, over 20% of internet users globally use voice search. If you’re not already pivoting toward answer engine optimization (AEO), a subset of SEO designed specifically for AI-generated summaries, you risk getting left behind. Capturing the featured snippet (position zero) is key, since more than 40% of answers are pulled from it. Local context is important, too, and becoming a strategic advantage for regional B2B companies. Buyers are increasingly using voice search to find nearby partners, logistics hubs, or service providers. Optimizing your Google business profile and keeping your NAP (name, address, phone) data current are essential for B2B voice visibility. Optimizing your website performance will help, too. #### How Can B2B Advertisers Reach Buyers Beyond LinkedIn? Social platforms are the discovery layer, but B2B buying journeys don't end there — the FocusVision figure below shows buyers consume 13+ pieces of content before deciding, and most of that research happens across the open web, not inside a single feed. This is where paid performance advertising extends what social starts. Realize, Taboola's performance advertising platform, lets B2B advertisers reach these same high-intent decision-makers across the open web — on the premium editorial and news sites they read between LinkedIn sessions — rather than competing for attention inside crowded, walled-garden feeds. Because Realize is built for measurable performance beyond search and social, teams can: - Use Predictive Audiences to find buyers based on the content and behaviors they exhibit across the open web, not just demographic or firmographic guesses. - Repurpose top-performing social creative — the same short-form video and carousel concepts covered above — into open-web placements, so a proven organic idea keeps working in a paid channel. - Tie spend to outcomes with transparent, measurable conversion tracking, so the open web is held to the same ROI bar as every other line in the B2B mix. The takeaway for a modern B2B team: treat LinkedIn as the place you earn authority and the open web as the place you scale reach to the buyers that authority attracted. ### Personalization Is Still Key Thanks to AI-powered tools, the B2B gold standard for personalization has moved past the name tag approach and embraced agentic personalization. AI can help orchestrate entire buyer journeys in real time, enabling marketing teams to personalize at scale and treat every account as a unique entity without having to increase headcount. Traditional B2B marketing relied on broad industry segments. Today’s hyper-personalization uses real-time behavioral data and predictive analytics to anticipate buyers’ pain points before they’ve even been articulated. This is the same signal logic that powers open-web performance platforms: rather than targeting a static job title, Realize's Predictive Audiences act on the behaviors a buyer is actually exhibiting across the web, so personalization extends past your owned channels into where prospects spend their research time. Marketing teams can use AI tools to take a single hero asset, like a whitepaper, and automatically remix it into dozens of industry-specific landing pages or personalized video clips in minutes — and make sure the right audiences see it. Technology in 2026 allows websites to recognize the company behind an IP address, dynamically changing headlines and case studies to match a visitor’s specific vertical on the first page load. Despite their heavy reliance on automation, B2B companies are remembering the value of human authenticity: Automation handles the scale while humans provide the validation. AI may deliver the content, but companies must ensure that data privacy — prioritized by 90% of consumers — is ironclad. Marketing teams using zero-party data (i.e., data given willingly) can create customer profiles in their CRM platform, using them to craft and deliver more personalized experiences throughout the entire sales journey, from that initial discovery to the final sale. In B2B sectors where the sales cycle can span six to 18 months, AI-driven personalization may make the difference between staying top of mind and fading into background noise. The benefit of this personalization is funnel optimization — using data to ensure that every long-term touchpoint provides incremental value rather than repetitive annoyance. AI-powered personalization can: - Close the boredom gap: If a prospect stops looking at features and starts looking at security documentation, for example, AI recognizes the transition and automatically updates their personalized hub with compliance whitepapers. - Personalize at the individual level within a single account: Since B2B deals are typically orchestrated by committees, an IT director may receive API documentation via LinkedIn, whereas the procurement lead might see a sponsored post about simplified billing workflows on their feed, for example. - Identify high-intent accounts by cross-referencing firmographics with behavioral patterns: E.g., three people from the same company visiting the pricing page over two days. Lead volume can create a distraction for teams with long cycles, but AI-driven personalization can focus the outreach on the most promising users. - Use AI to proactively identify renewal and upsell opportunities by analyzing product usage data: Personalization shouldn’t stop at the closed-won stage! By using AI to synthesize massive streams of engagement data across the social media ecosystem, companies can accurately forecast which stakeholders are approaching that next step in the buying process. Predictive intelligence empowers marketing teams to deploy the right content and outreach at the moment when it will have the most impact. By focusing resources on these high-probability conversions, teams can reduce dead time in the funnel, accelerate the path to purchase, and boost overall ROI. ### Influencer Marketing Is Growing in B2B Once viewed as the exclusive domain of lifestyle and fashion brands, influencer marketing is in the spotlight in 2026. As mentioned earlier, buyers want human-to-human validation in an era that’s heavily reliant on serving up automated content. Today’s buyers prioritize relevance and technical knowledge over follower counts. There’s been massive growth in partnerships with micro-influencers — those niche experts who run active online communities and share the good, bad, and ugly insights. Per B2B Marketing Expo: - Companies are using influencers for deep-dive product reviews. - Influencers are creating and delivering educational content, contributing to industry reports, hosting webinars, and helping brands reach more target audiences. - “Social media platforms are prioritizing educational and community-driven content.” B2B audiences value and expect to see relevance and expertise. Marketers who succeed this year are those who grant influencers the creative freedom to share honest, practitioner-led experiences rather than forcing them to read a corporate script. ### Content Remains Strong The era of noise for the sake of noise — and a publish-or-perish philosophy — has ended. Successful B2B marketers have traded daily, generic blog updates for more granular resources, interactive tools, and evidence-based video content that’s human. Does this new approach toss out daily posting entirely? Not at all! But, content must serve a purpose rather than exist merely to take up space. Efficiency is the new benchmark. Instead of creating isolated posts, marketing teams are treating high-effort (and more expensive) productions, like a single podcast episode or educational webinar, as a content engine. What helps? AI-powered tools that can systematically disassemble a single recording or video into a series of audio nuggets, visual testimonials, and long-form articles, so every asset works harder across multiple platforms — including social media. According to a FocusVision report, average B2B buyers read 13 pieces of content during their journey. Some studies suggest this number can go as high as 17 to 27 touchpoints for high-ticket enterprise solutions. Social media plays a big role in the research phase. Roughly 55% of buyers use B2B social media as part of their purchasing process, and 77% read user reviews. According to Sopro and its State of Prospecting 2026 report: - 58% of B2B buyers use multiple channels for outreach, but only 21% coordinate across channels. - 78% of B2B businesses say email is the top lead gen channel, followed by 51% paid social media. - In 2025, 44% of B2B professionals named LinkedIn as their top social platform. The top content that wins and influences B2B buyers? - Short articles (92%). - White papers (71%). - Case studies (69%). Social media remains a critical entry point of the modern B2B buying journey. Marketing teams that prioritize brand awareness and native education will transition prospects from initial discovery to deeper consideration phases in the funnel. Consistent, high-value posting keeps your brand and its solutions top of mind until the prospect is ready to evaluate new vendors. The most resilient B2B content strategies are those unifying search everywhere optimization, demonstrated authority, and proactive education with a human touch. ## Key Takeaways: B2B Social Media Trends in 2026 and Beyond AI continues to play an increasingly large role across marketing, but people crave a human-centric approach, and subject-matter practitioners plus AI-enhanced personalization have become key. Discovery has shifted from keyword matching to conversational authority, with AEO gaining ground in the AI-driven search landscape. To capture attention in overcrowded feeds, successful teams lean on micro-narratives through short-form video and educational carousels. But the teams that win in 2026 don't stop at the feed. They treat social as the discovery and authority layer and pair it with paid performance on the open web to reach and convert the same buyers at scale — beyond the limits of search and social. That's the full-funnel posture that turns B2B attention into measurable pipeline. ## Frequently Asked Questions (FAQs) ### What is B2B social media strategy? B2B social media strategy is a structured plan used by businesses to build authority, nurture professional relationships, and engage decision-makers across social platforms to drive sales. In 2026, the strategy focuses on hyper-personalization and taking a human approach (and not simply diverting traffic to corporate websites). ### What is the best social media platform for B2B marketing in 2026? LinkedIn remains the dominant platform, with B2B marketers ranking it as their most used social media platform in 2025. While niche platforms like TikTok are growing, and Facebook, Instagram, and YouTube remain key for certain industries, LinkedIn’s specialized tools for professional micro-narratives and document-sharing make it the primary hub for B2B communities and social media marketing. ### What are the social media statistics for B2B? B2B social media marketing statistics remain quite robust, with platforms collectively driving over 60% of product discovery (compared to Google’s 34.5%). Statista projects that in 2026, global ad spend on social media will reach over $317 billion, with the U.S. accounting for more than $118 billion of that total. ### How do B2B advertisers reach buyers beyond social media? By pairing organic social with paid performance advertising on the open web. Platforms like Realize let B2B teams reach high-intent decision-makers across premium editorial and news sites — beyond search and social — using behavioral Predictive Audiences and transparent conversion measurement, so reach scales without sacrificing accountability to ROI. --- ### Content Marketing Funnel: A Complete Guide to Unlock Growth from Content URL: https://www.taboola.com/marketing-hub/distribute-content-buyer-journey/ Last Modified: 2025-07-22 13:25:15 While brainstorming content-creation topics and pinpointing effective channels are essential to producing an effective campaign, you’ll also benefit from taking a more considered approach that recognizes the importance of each step in your buyer’s journey. ## What Is Content Marketing Funnel? The Content Marketing Funnel is a framework that maps out how content is used to attract, engage, and convert potential customers at different stages of their buyer journey. It aligns your content with the mindset and needs of your audience as they move from awareness to purchase. At the top, a potential customer is poking around to learn options for fixing a problem (the awareness stage). If they see enough helpful information, they slide into the next stage (consideration), where they begin researching brands and doing comparisons. In the final stage (decision), they are looking to make a final decision and commit to a purchase. Each stage is about creating content that helps move the buyer further down the funnel. It is vital to understand the needs and intent of your users, based on where they are in the buyer journey, in order to know how to address them and guide them toward your intended goal. Users may be looking for information, wanting to compare services, or searching for more details and testimonials on your product: In short, they need to experience your brand in a variety of ways in order to ultimately decide to make a purchase. ## Breaking Down the Content Marketing Funnel The buyer’s journey follows the three steps a customer takes when making a purchase decision: - Awareness (ToFu): The buyer first becomes aware of your brand while looking for answers, resources, and potential solutions to a problem. - Consideration (MoFu): At this point, the buyer evaluates potential solutions. - Decision (BoFu): Finally, the buyer decides whether or not to buy what you’re offering. If the advertiser is skillful in their strategy, the buyer will progress through the stages of knowing, then liking, then trusting your brand. Sales and marketing teams often depict these processes as a sales funnel model. While the model makes sense, the path isn’t always linear: That’s why Forrester created this maze-like diagram to demonstrate the complex path a buyer may take across an ever-expanding array of channels. Essentially, the prospective buyer will bounce around en route to a purchase, and marketers can’t always predict how that journey will look. But by creating content to engage your customer and satisfy their informational needs across each stage of their buying journey, you have the best chance of securing their business down the line. You can start by creating a list of questions people ask at each stage of their buying cycle. What kinds of things do your buyers need to know when they’ve never even heard of your brand? How does each piece of your existing content fit into the marketing funnel? Is each piece of content created intentionally with a certain customer at a certain stage in mind? Are there places where your content falls short of delivering useful answers or information? By taking the time to examine what you already have, including what’s working and what isn’t, you’re better able to create content that helps achieve your campaign goals. Now let’s take a closer look at the three stages in the buyer’s journey and how you can vary your message at each stage to communicate effectively. ## Creating Awareness Stage Content At the awareness stage, your content should focus on the buyer’s pain points, not your brand. The buyer is trying to solve a problem, and they might not know exactly what it is or what to do. They are researching general ideas that could help. They are not specifically thinking about buying, and they’re more in a questioning and learning stage. A sale isn’t necessarily imminent, and the buyer isn’t ready to be sold to. However, trust-inducing and objective educational content will point buyers in the right direction and, hopefully, leave them wanting to learn more about what you offer. Potential content types to offer at this stage include: - Blog posts - Videos - Infographics - Quizzes and interactive content - Tools - Checklists - Webinars - Research studies - Ebooks - Social content Each of the above has the potential to serve the buyer’s needs in subsequent stages as well. At every stage, it’s wise to anticipate the channels that will either expose or lead your prospect to the content that will help further your marketing goals. At this stage (the top of the funnel), you can start by asking questions around these areas: ### Search - What keywords will help the content be discoverable via search? - How can you create the level of quality needed to rank in search results? - How might you craft content that authoritative publishers will link to? ### Social media - Which are the best channels to use to promote your content? - Does your content have verbal and visual elements that will increase its chances of getting shared? ### Advertising - How will your ad pique the interest of your customer at this early stage in their journey without coming on too heavy or sales-driven? - Should your content have a dedicated landing page? If your awareness stage content is helpful and compelling, it might inspire the buyer to journey forward into the next phase of your funnel. Now you can establish the action you want your prospect to take: - Do you want your prospect to share, subscribe, call or contact, buy, try, or take some other action? - If needed, does your content offer a clear call to action with a frictionless way for the buyer to take the next step? - Will an incentive, such as a discount or reward, help increase your conversion rate? ## Developing Consideration Stage Content When prospects reach the middle of your funnel, they’re closer to buying. They’ve likely stepped up their problem-solving efforts and are taking various factors into consideration as they evaluate their options. The consideration stage varies widely depending on the product or service. For consumer-facing content, middle of the funnel considerations might be minimal (for example, foods or clothing) or not (electronics, vehicles, or professional services). In most B2B instances, the consideration stage is often more intricate, it may take longer, and could involve additional decision-makers. Plan your content accordingly and map it to specific questions prospects ask in both cases. Keep in mind the amount of information they’ll need in order to move forward in their buying journey. For example, someone purchasing a winter hat will likely need less information than someone purchasing a car. Make sure your content aligns with that in order to increase your chances of holding their interest. The content types covered in the awareness section are still applicable here, and mapping content to mid-funnel content demands may also include: - Case studies - Samples - FAQs - Sales collateral - Product/service comparisons - Lead nurture emails - Reviews While the content you create for the consideration stage may convey a degree of objectivity, it should also introduce the merits of your solution and brand. You should aim to communicate why your solution might be a good fit for the problem the customer is trying to solve. But keep in mind that in many product categories, going overboard to recruit an ill-fitted customer can backfire. In the interest of long-term success, you’d be wise to maintain your integrity and continue to focus on being helpful and forthright. Let’s examine some channel-specific considerations. ### Email If you’ve built email opt-in mechanisms into your funnel, you’re likely to employ email and marketing automation to promote your content. ### Social and Search Consider again the social media and search guidelines presented above. For search, explore keywords that suggest the prospect is actively shopping. For instance, you might target phrases including words such as: tool, service, product, solution, supplier, reviews, pros and cons, and “vs.” To increase reach and/or audience focus, you could step up social media efforts to target and deliver content to specific prospects and groups. ### Advertising To effectively promote the content buyers depend on for evaluating products and services, use native ads, content discovery feeds, and all forms of online advertising. Search ads might feature specific features and benefits to match a customer’s search and offer the solution they need. ### Traditional Media Will it make sense to use direct mail, radio, or television to promote your content? Even with the growing interest in newer digital channels, these platforms remain effective ways to reach consumers and encourage purchasing behavior. ## Crafting Decision Stage Content The decision stage is probably the most neglected by content creators. It tends to veer away from blogging and social media as it wanders largely into the sales realm. That is a great opportunity, however, to align sales and marketing departments, collaborate on strategy and content creation, and consider options that will tip the consumer into that next and final stage of buying. Being brand-specific with your content at this stage is key. Again, many of the previously discussed content types could be fair game. In some situations, a webinar might be an ideal forum to convince a consumer to work with your brand. In others, a case study can highlight specific applications for your product or service that make it stand out above all others the customer might have been exploring. Additional content types ideal for the decision stage of your sales process might include: - Product presentations (meeting support materials). - Product pages. - Pricing information or tiers. - Detailed tutorials. - Proposals. - Special offers. In the decision stage, your interactions often become one-to-one as the consumer is focusing on your brand and looking to answer a few final questions. While information about pricing and other later-stage content types are now valuable, you’ll want to keep up with important digital touchpoints such as email and social media. ## The Role of SEO in Optimizing Buyer’s Journey Content for Better Visibility SEO is crucial for your customer journey. This is true for every kind of brand, and especially for those that are strictly e-commerce. Consumers are constantly surfing the web for ideas, entertainment, and information, and you need to make sure your brand can be found by top search engines, without the content ever sounding forced. You’ll want to make sure that your SEO strategy makes your content discoverable, and that your team is on top of any recent changes in search engine preferences and prioritizations. ## Frequently asked questions (FAQs) ### What are the steps in the buyer’s journey? The steps in the buyer’s journey are awareness, consideration, and decision. ### Do I need to create buyer personas? Buyer personas can help you target your ads to segments and subsegments that can speak to your buyers in the most effective way. The goal is always true personalization, so creating buyer personas gets you closer to achieving this goal. ### Is the buyer journey the same as the customer journey? The buyer journey and customer journey differ in that the buyer journey ends with the purchase, and the customer journey continues after that to include ongoing engagement, communication, and potentially postpurchase sales. The blog post you’re about to finish reading is top of the funnel content. And effective top-of-the-funnel content aims to generate leads and inspire action. --- ### The Future of Marketing Agencies: How Agencies Are Evolving in a Digital World URL: https://www.taboola.com/marketing-hub/marketing-agency-future/ Last Modified: 2025-07-10 12:22:11 Just as digital keeps evolving, so too should marketing agencies. Between repeated algorithm changes that impact everything from search rankings to social feeds — and the challenge of wrangling vast amounts of data — marketing agencies that remain static in their approaches face an uphill battle. If your agency is looking forward with the goal of becoming more dynamic, here’s what to know about current challenges and trends, plus some tips for staying competitive. ## Current Challenges Facing Marketing Agencies Dynamic marketing agencies are no strangers to change. They have to pivot with every algorithm change, find new ways to glean insights from data, and stand out among a broad swath of competitors and creators. ### Algorithm Changes Ongoing algorithm changes, particularly with search engines, have left many marketing agencies pivoting unexpectedly to appease and retain clients. In some cases, these unexpected changes have forced agencies to adopt new strategies to help clients reach their intended audiences. ### Data Wrangling Now more than ever, marketing agencies are collecting data through many channels, including website analytics, various social media platforms, customer relationship management (CRM) systems, and email marketing tools. While this abundance of data represents a key opportunity for agencies to tailor their campaigns, it can be difficult to wrap your arms around the data because there is simply so much of it. ### Standing Out While this has been true for years, millions of brands and creators are competing for attention across social media and search. It represents an ongoing challenge for marketing agencies that want to help their clients stand out from competitors by developing creative and authentic campaigns. ## Key Trends Shaping the Future of Marketing Agencies Understanding and embracing key trends can help marketing agencies handle the challenges of the ever-more-dynamic marketplace. ### Social Media as a Search Engine More people are using social media — and relying on it to find products and information more than ever before. Data from Morning Consult shows that in 2023, 53% of Gen Zers spent an average of four or more hours per day on social media, about the same amount of time as in 2022. Plus, Google execs have revealed that approximately 40% of Gen Zers now use platforms like Instagram and TikTok to get recommendations for nearby restaurants instead of Google Maps or search. Here is an example of a TikTok search query for Italian restaurants in Boston: Moving forward, marketing agencies need to strategize on the best ways to use popular social platforms to engage with younger audiences or risk being left behind. Explore some of our tips to create content for social media. ### Social Shopping Social shopping has become another popular concept, with large and small social media influencers promoting products and services in their videos. Platforms including TikTok and Instagram have dedicated in-app shopping tools allowing users to shop and make purchases without ever leaving the platform. Consider these examples from TikTok, where we did a basic query for the best face cleanser for dry skin. Note that TikTok shopping appeared at the top of the results, followed by influencer recommendations: Social shopping creates a streamlined, frictionless customer experience. Given that younger audiences, in particular, spend so much time on social platforms, focusing on in-app social shopping could be a lucrative opportunity for marketing agencies in 2025. ### Authenticity and Brand Messaging Creating authentic campaigns remains a challenge for marketing agencies in a crowded digital landscape. With millions of brands competing with each other online, focusing on authenticity in brand messaging is critical. Agencies need to focus on conveying clients’ values and messaging consistently and transparently. Both millennials and Gen Zers report that authenticity is a key factor in their buying decisions, according to a 2024 OneCliq report. ## Technologies Shaping Marketing Agencies Moving forward, automation, AI, and voice search will continue to influence how marketing agencies strategize and execute campaigns. ### Automation and AI Automation and AI are key for marketing agencies, both today and looking forward. Used well, these tools can help teams wrangle data and glean insights from it, target their campaigns, analyze campaign performance, and streamline time-consuming tasks to improve efficiency. ### Voice Search While voice search has been a thing for a while, it continues to grow in popularity. According to eMarketer data, Gen Zers and millennials are the most frequent voice-search users, and there are around 150 million people of all ages using voice assistants, including smartphones, smart speakers, and smart TVs to search for information. By 2027, more than 162 million people are estimated to be using voice assistants. Connecting with this audience could mean adjusting your SEO strategy to focus on more natural-sounding queries instead of basic keywords. For instance, you might explore terms like “where can I find a bakery nearby?” instead of “bakery near me.” ## How Agencies Can Stay Competitive ### Embrace AI Many marketing agencies have dabbled with automation and AI, but have not fully embraced these technologies. Make next year your opportunity to integrate automation and AI into your business in a meaningful way. While strategizing how to do this will likely take some time, thoughtful integrations could help you with everything from data analysis to simplifying tasks like social media posting and scheduling, and more. ### Optimize Tech Stacks You’re likely using several technology tools to keep your business running. If you’re relying on older technologies to collect data, launch campaigns and track performance, it might be time to audit your tech stack. Consider whether the older tech you’re using is still serving you well, or if a newer technology might open up more opportunities for your business. Look at things like platform integration. Do your current technologies sync well with one another? Or are fragmentation issues causing inefficiencies and mistakes? If you answered yes to the latter, it’s likely time to explore some new technologies. ### Prioritize Top-Tier Talent In a competitive landscape, attracting and retaining top-tier talent is essential to your business’s success. According to the World Federation of Advertiser’s recent Future Media Agency Models Report, 97% of agencies cite access to talent as a top priority for the future. Marketing agencies often fall into the trap of focusing on “full-stack” marketing roles, which require candidates to possess a broad range of skills instead of one or two specialties. Assess your talent-acquisition strategy to determine if this is a problem for your agency. And if it is, focus on more specialized roles to attract great employees, pay those employees well, and set achievable goals to boost retention. ## Key Takeaways The shifting digital landscape is a story as old as online marketing agencies themselves. That said, new challenges, trends, and opportunities present themselves as things change. Looking forward, remaining competitive will likely mean: - Embracing automation and AI. - Optimizing your tech stack. - Assessing your business’s talent-acquisition strategies to attract and retain great employees. While change is hard, we have some good news: No matter how the landscape shifts, retaining top-tier talent will remain a competitive differentiator for years to come. ## Frequently Asked Questions (FAQs) ### How is AI transforming the future of marketing agencies? AI is transforming the future of marketing agencies in several key ways. Most notably, AI is making it easier for marketing agencies to analyze large amounts of data. It can help agencies better understand user behavior with regard to past campaigns, then use that information to tailor their messaging and content for future campaigns. ### Will traditional marketing methods disappear? No. Traditional marketing methods are unlikely to disappear, but they are likely to evolve. For instance, more traditional methods such as television commercials or print ads might be intertwined with a broader digital campaign. Traditional campaigns may also become more targeted to audiences in areas where internet access is more limited. --- ### Celebrity Endorsement Fails: Campaigns That Backfired URL: https://www.taboola.com/marketing-hub/brands-dont-waste-your-ad-dollars-on-the-wrong-celebrity-endorsements/ Last Modified: 2025-02-27 11:27:36 Celebrity endorsements have long been a staple of the marketing industry. From the 1700s, when the likenesses of British royals were used to sell chinaware and chocolates, to the 1800s, when stage actors hawked soap, cigarettes and Coca-Cola, through the 1900s, when athletes shilled for literally anything (I never personally understood what Michael Jordan had to do with batteries, but perhaps that’s just me). Nowadays, celebrity endorsements and partnerships are more common than ever, and a whole new type of celebrity has emerged — the social media influencer. Both have their benefits, with influencers generally gaining an advantage for being perceived as a “regular person” with a lifestyle that appears more relatable than that of a Hollywood A-lister. But no matter the celebrity or what level of fame they’re at, what happens when this strategy goes seriously awry? It’s worth taking a look at some of the more notable examples of celebrity endorsement fails. Not only is it a fun case study in marketing history — that is, if you’re not the brand or the celebrity taking the fallout — it’s also enormously informative if you’re eyeing a celebrity endorsement for your own venture. ### The Hypnotic Halo Effect Our brains are naturally inclined to make snap judgments. When we see a beloved celebrity associated with a product, we form a subconscious link, which is where the halo effect comes in. The positive traits we attribute to the celebrity — like achievement, athleticism, or charisma — seem to transfer to the product they’re promoting. But the halo effect goes both ways, and one negative association with a product can quickly spiral out to become the public’s view of the entire brand, and put customers off it forever. ### Endorsement Fails: When Stars Align (the Wrong Way) Securing the celebrity you’ve always wanted for your brand can seem like a marketing dream come true. But there’s always risk, and it’s hard to know where a potential problem might come from, or whose fault it might be. Sometimes it’s a celebrity whose behavior outside the endorsement casts a negative shadow on the product (see OJ Simpson and Kanye West). Other times, audiences see right through it, and the endorsement feels clunky and doesn’t resonate. Oftentimes, it’s no one’s fault at all, just bad timing when the ad drops. On rare occasions, a celebrity has passed away in the midst of an endorsement, like Amy Winehouse with her fashion line for Fred Perry. (The brand actually continued with the Amy Winehouse Foundation Collection, though, and still donates money to causes that help with substance abuse.) Then there’s the times a celeb just doesn’t fit the brand, and it’s painfully obvious to the audience. One example was when Kim Kardashian signed on to promote a prepaid credit card targeted at a younger audience that was criticized as being loaded with fees. The mismatch of a person living the most bougie life on the planet pairing with a budget card was absurd, and Kardashian — more accurately the Kardashians, all of them — later pulled out of the deal. Naturally, social media endlessly made fun of it. There was another highly notable hiccup in the Kardashian endorsement universe, too: The Kendall Jenner Pepsi ad, which made the excruciatingly tasteless choice of using visual shorthands of the Black Lives Matter protests to try and sell soda. https://www.youtube.com/watch?v=uwvAgDCOdU4 “The Kendall Jenner Pepsi ad, which tried to tackle social justice themes, came across as out-of-touch and was pulled almost immediately,” says Stacy Jones, a celebrity branding specialist and founder of creative pop culture agency Hollywood Branded. ## Bad Celebrity Endorsement Examples 50 Cent and Vitamin Water is a bad celebrity endorsement that always stands out to me. The rapper, known for his tough persona and fit, muscular body, promoting a sweet, sugary drink just felt mismatched. It also didn’t help that Coca Cola, the brand’s parent company, later argued in court that, "no consumer could reasonably be misled into thinking Vitamin Water was a healthy beverage." “Another, less-known fail is when Charlize Theron endorsed Raymond Weil watches,” says Baruch Labunski, CEO and founder of digital marketing agency Rank Secure. “She was to wear Weil watches but had a contract with Dior perfume simultaneously and wore a Dior watch.” Then there are the instances of brands mistakenly believing that just because a product has been successful for one celebrity, it will work for another. “Hulk Hogan tried to copy the success of George Foreman with a nearly identical grill,” Labunski adds. “That was a problem, but the endorsement really failed when the grill was recalled for safety issues.” https://www.youtube.com/watch?v=a0Mw9ZucUH4 ## What’s the Fallout From a Fail? Consequences of Endorsement Failure The consequences from a poor celebrity endorsement can vary from a minor setback to a major PR disaster. The biggest one in recent memory might be Dylan Mulvaney and Bud Light. Most people may have had no idea who Mulvaney even was at the time, but they sure did after her endorsement blew up. “Sales fell quickly to the lowest in 24 years, reducing Anheuser-Busch's value by $4 billion,” says Labunski. A year later, “Anheuser-Busch still hasn’t recovered from the Bud Light fiasco. It has tried rebranding and using other advertising, but nothing has worked.” It is of course worth noting that these things rarely happen in a vacuum — certainly, there were plenty of bad faith actors in this case, fanning the flames of online outrage — but the bottom line for Bud Light was that it backfired. This despite the fact that the product featuring Mulvaney wasn’t even for sale — rather, it was a one-off item sent to her to feature on Instagram. For your performance marketing results, a fallout in celebrity endorsement impacts your ad spend and ROI. If your celebrity doesn't resonate with your target audience, ad performance will drop. Moreover, given the expensive endorsement cost, not seeing a corresponding rise in conversions will lead your marketing ROI to fall. In the long term, though, it seems like big brands usually bounce back and stabilize at the least, and continue growing at best. Pepsi is another brand that’s had a variety of celebrity mishaps over the decades besides Jenner, including with Michael Jackson and Madonna, but the company has come out fine in the long run. ## Key Takeaways In the end, the fallout is relative. Jones says that “these incidents rarely do permanent damage to the brand itself. The negative attention is almost always focused on the celebrity, not the company. Brands may get swept up in the moment and face a PR hiccup, but the storm passes quickly. What sticks is how they respond.” “With very few exceptions, any sales dip or reputation hit is temporary. For most celebrity blunders, the brand’s connection is a side note. People are focused on the celebrity’s fall from grace, not holding the brand accountable long-term,” Jones adds. “What matters is the response. Transparency and authenticity are key. Own the situation, communicate with your audience, and move on. If it’s a serious situation, pull back slightly, maybe pause the campaign or shift to a new message — but don’t panic. Brands like Nike, which stood by Tiger Woods and later embraced his comeback, often come out even stronger because they handled it with grace.” ## Frequently asked questions (FAQs) ### Why do all types of businesses use celebrities as endorsers? Simply put by Johnson: “Because it works.” “Celebrities bring instant attention, credibility, and aspirational value,” she says. “They tap into the emotional connection consumers have with them and it’s not just a product endorsement, it’s a story and a lifestyle. Think of Michael Jordan with Nike’s Air Jordans or Beyoncé with Adidas. These partnerships create cultural moments that last for years. Even when controversies arise, those initial moments of impact are rarely undone.” ### Are celebrity endorsements still effective? “Absolutely,” says Johnson. “What’s changed is that today’s audiences demand authenticity. People want to feel that the celebrity genuinely believes in the product, they’re not just cashing a check. This is why influencer partnerships have grown — influencers often feel more relatable and approachable than A-list celebrities. “That said,” she continues, “the right celebrity can still have a massive impact. Look at Ryan Reynolds and Mint Mobile or George Clooney with Nespresso. These work because the partnerships feel organic and aligned with the celebrity’s personal brand.” Labunski maintains, however, that “celebrities don't hold the same glamour and fascination with the public as they once did. In fact, many U.S. citizens don't care for celebrities at all anymore. That is shown by declining viewership in award shows like the Emmys and the Academy Awards, heavily pushed movies at theaters, and lower interest in celebrity gossip.” “However,” he says, “the shift to social media influencers continues to rise. They are part of the new online media boasting millions of followers and are considerably cheaper than a celebrity, making using influencers tempting.” It still seems that whether it’s an A-lister or an influencer, there’s a right celebrity endorser for every brand as long as they understand their audience and communicate authentically. ### Is celebrity endorsement a fallacy? If you own a brand and enlist a celebrity to help push your product, you need to understand that you’re hitching your wagon to their star — for better and/or worse. Though it’s impossible to know what might happen, it’s best to have somewhat of a plan in place for potential mishaps. “A celebrity endorsement is like borrowing their spotlight,” Johnson says. “Yes, it may dim slightly if they stumble, but it’s rarely catastrophic. What’s more important is building a plan to navigate those moments. Be transparent, address any concerns authentically, and avoid leaning into the drama. Sometimes a well-timed pivot — like launching a new campaign — is all it takes to move past the noise.” There’s always risk, but the payout for a well-executed celebrity endorsement can be a cultural connection that lasts years. “Celebrity endorsements are incredibly powerful when done right,” says Johnson. “The occasional misstep isn’t something to fear — it’s something to prepare for.” --- ### 8 Top Video Marketing Trends to Follow in 2026 URL: https://www.taboola.com/marketing-hub/video-advertising-trends/ Last Modified: 2026-03-31 12:08:31 In 2026, video isn’t merely a secondary channel for online visibility: It’s become the primary lens through which we consume the digital world. Navigating this evolution requires embracing a data-backed, multi-format strategy. This guide breaks down the eight trends worth mastering to position your brand ahead of the competition. What’s changed in our 2026 update: All new trends, with detailed explanations for each: - The Evolution of Short-Form Video - The Rise of Shoppable and Interactive Video - Personalization Scales Up - Data-Driven Strategy and Analytics - Accessibility as a Performance Driver - Engagement as the Ultimate Conversion Multiplier - AI as the New Production Baseline - The Humanized Brand - New and updated information in all FAQs. ## What’s Trending in Video Marketing With 91% of businesses using video as a core marketing tool, impressions are being deprioritized in favor of retention. Fueling this shift is a huge consumer appetite: 96% of people report watching explainer videos to learn about products, and 85% have purchased after watching a brand’s video content. As the average user spends about 17 hours weekly streaming online video (including an average of 52 minutes watching TikTok daily), marketing teams face a monumental challenge: cutting through the noise to deliver personalized content that delivers. ### Trend 1: The Evolution of Short-Form Video Short-form video has become a major format for consumers to research and interact with brands. Over 95% of customers say they’ve watched an explainer video to learn something. Another 80% downloaded or bought an app after watching a demo video. 84% want brands to use more videos in 2026. The sweet spot for length is shifting, too. While 15-second clips still drive quick engagement, platforms like TikTok, Reels, and YouTube Shorts are increasingly prioritizing longer short-form content (45-60 seconds). This added time gives you breathing room to expand into storytelling and product education. And the two-second rule? Your hook is a KPI. If you don’t stop the scroll within the first two seconds using movement, a bold statement, or a visual pattern interrupt, the rest of the video doesn’t matter. If you’re still on the fence, consider this opinion from one Reddit user: “Short form isn’t dead, but it’s misunderstood. It’s distribution, not an asset. That’s why it feels volatile. One week the algorithm loves you, the next week you’re invisible. Long-form, on the other hand, compounds. It ranks, builds authority, and quietly brings in intent-driven traffic months later. “The mistake is expecting short form to deliver long-form ROI. Right now, short form works best as top-of-funnel attention and brand depth, not consistent revenue. If your blogs are still driving steady traffic, that’s your signal: owned content builds equity, rented platforms spike reach. The smartest play in 2026 isn’t choosing one, it’s using short form to amplify long-form, not replace it.” Format Length Goal Key Element The Micro-fix 30-45s Education One specific problem + one clear solution Myth vs. Reality 15-30s Pattern interrupt Challenge a common industry belief instantly The POV Story 45-60s Connection Use relatable POV text to hook emotions Before/After 15-45s Visual proof Fast transformation with high-satisfaction payoff ### Trend 2: The Rise of Shoppable and Interactive Video Does the traditional marketing funnel — where a customer sees an ad, searches for a site, and manually navigates to a checkout page — still exist? Sure, but video is coming on strong as a direct-action channel, where the distance between “I want that” and “I bought that” is one tap. By integrating in-video product links, interactive hotspots, and instant checkout buttons, brands can remove the friction that often halts conversions. This one-screen journey allows users to explore pricing, respond to surveys, or complete a purchase without ever leaving the player. According to Rich McMahon, CEO and founder at cda Ventures, “With 71% of consumers saying they’d shop more frequently using AR and virtual try-ons reducing return rates by up to 40%, the future of retail seems to be immersive and interactive. Seamlessly integrating shopping features into social content, leveraging user-generated photos, and creating engaging shoppable videos are a must.” Feature Impact Best Use Case Integrated Checkout Increases conversion rates up to 70% Fast-moving consumer goods (fashion, beauty) Interactive Polls/Quizzes Increases watch time by up to 591% Qualifying leads or gathering product feedback Dynamic Hotspots Syncs with real-time inventory and pricing Complicated products with multiple variants or specs Live Advisor/1-on-1 Builds high-level trust through real-time video High-ticket B2B sales or personalized luxury retail ### Trend 3: Personalization Scales Up That {First_Name} tag is so last year! Welcome to the era of dynamic creative optimization (DCO), where AI becomes your co-director, assembling custom video variations for each viewer based on their industry, location, and stage in the buying journey. The goal isn’t to make a single perfect video for everyone, but to create a flexible video system you can slice into thousands of hyper-relevant permutations. Brands are using AI avatars (digital twins) to deliver 1-on-1 personalized messages at scale. A CEO can now “personally” welcome 5,000 different users by name and mention their specific company goals — all generated from a single two-minute recording. Since algorithms prioritize relevance over basic age/gender stats, when your video matches the specific vibe and terminology of a niche community (e.g., marathon runners vs. powerlifters), the AI will find that audience. Pro tip: While AI gives you speed, use taste as your competitive advantage. Before publishing, ask: “Does this look like a characterless stock template, or does it feel like our brand?” Using AI is fine — but do so to deliver the most human sense of quality. ### Trend 4: Data-Driven Strategy and Analytics Creating a video on a hunch doesn’t justify the marketing spend. The most successful teams are focusing less on likes and views and more on retention intelligence. After all, if you treat your audience retention graphs like a scientific blueprint, it’s easier to find the exact second a viewer loses interest. Then you can take that data to re-engineer future content. Study those graphs: If you see a steep cliff at the 10-second mark, your hook is a mismatch for your content. If you see a dip at the transition, your pacing is too slow. Every 15-20 seconds, change the visual. A new camera angle, text overlay, or B-roll cut resets the viewer’s brain and keeps them engaged. Since watching on mute is the default for mobile users, always use captions. If they can’t read your data, they won’t stay. Per one Redditor, “Most marketing teams use analytics way less strategically than they claim, but the ones who actually leverage data properly see massive advantages in campaign performance and ROI. For messaging decisions, analytics helps identify which pain points or benefits resonate most with different audience segments. Teams analyze which email subject lines, ad copy variations, and landing page headlines drive the highest engagement and conversion rates for specific customer types. The biggest gap is between having data and knowing how to act on it. Most marketing teams drown in metrics but struggle to translate insights into concrete campaign optimizations. The valuable skill is connecting data patterns to specific tactical changes rather than just creating pretty dashboards.” Pro tip: Don’t just track if they watched — track where they went next. The best data-driven strategy connects video watch time to pipeline velocity (how quickly viewers move from a video to a lead form). ### Trend 5: Accessibility as a Performance Driver “Accessibility is the foundation of an effective digital presence,” said Christina Adams, who leads digital accessibility programs at Siteimprove. “It’s literally how we enable websites to be understood by other technologies and experienced by everyone. It isn’t only about patching defects, it is building a strategy for maximum reach.” With the full implementation of the European Accessibility Act (EAA) and updated ADA Title II standards, accessible video content is a legal requirement — and a business opportunity. Accessible videos reach 15-20% more viewers. By designing for inclusion, you help audiences with disabilities and capture the silent scrollers who consume content in offices, on transit, or in quiet zones. (85% of people watch videos with the sound off.) While closed captions (CC) are great, open (burned-in) captions ensure that the instant someone scrolls past, they can read your hook, regardless of their device settings. Host a full transcript on your landing page to serve as a study guide for users (and a goldmine of keywords for SEO strategy). If flickering graphics and overlapping audio make your video too busy, you lose viewers. Use clean layouts and white space. Pro tip: Accessibility is Universal Design. The same feature that helps a hearing-impaired user also helps a commuter at a train station or a student at the library. When you solve for one, you extend the value to everyone. ### Trend 6: Engagement as the Ultimate Conversion Multiplier Since the goal of video has evolved from passive viewing to active participation, make engagement the engine of your sales funnel. By integrating interactive elements, you transform a one-way broadcast into a two-way conversation, effectively turning viewers into decision-makers. According to a Wyzowl survey of video marketers, 82% say video has helped increase traffic, 85% said it helps generate leads, and 83% said it directly increased sales. Use in-video quizzes and polls to qualify your leads in real-time. Clickable hotspots invite readers to learn more about specific features. Choose-your-own-path demos, popularized by B2B SaaS, let users skip to the parts of a video most relevant to them, which increases completion rates. As one Redditor said, “Engagement metrics matter for brand building and awareness, but they’re vanity metrics if they don’t eventually turn into revenue. Track engagement as a leading indicator of whether your content resonates, but don’t mistake it for business results. Use it to optimize what you post, then measure what actually matters, like leads, sales, and ROI.” Pro tip: Don’t overcomplicate. Start with one interactive touchpoint (like a poll at the end of a video). Track the interaction, not just views. Look for data on whether viewers clicked the link or answered a poll. ### Trend 7: AI as the New Production Baseline In 2026, AI has become deeply woven into most companies’ workflows. It’s shifted from novelty to structural necessity, with over 75% of marketing videos now created with its help. Yes, you can generate video from a prompt, but that strategy won’t necessarily result in a great end product. AI shines when it’s used to do the “boring” stuff — the scripting, b-roll sourcing, and localization — so humans can focus on the story’s heart. Audiences have developed a sixth sense for generic, soulless videos. The winning approach is human-led, AI-fed. One master video can become 50 variations tailored to different regions or behaviors, increasing conversion rates in the retail and B2B sectors. But, before you publish an AI-assisted video, run this checklist: - Does it have a point of view? AI is great at average, but videos need a unique stance to avoid sounding templatized. - Is there evidence? Replace AI-generated fluff (or complete inaccuracies) with real-world proof, data, or customer testimonials. - Does it match the brand voice? Don’t allow AI to smooth out the personality that makes your brand recognizable. - Is the glitch factor gone? Check for AI artifacts (glitching eyes, weird body movements) that can erode viewer trust. According to a Content Marketing Institute survey, “56% of marketers rank AI-powered automation as high or medium priority, while only 21% see it as low priority.” But here’s the caveat: the winners aren’t those who generate the most content, but those using AI to deliver a human sense of quality at scale. HeyGen is great for generating AI avatars, and Sora is a leading text-to-video platform offering high-fidelity, cinematic B-roll, and photorealistic content. ### Trend 8: The Humanized Brand The era of the faceless corporate logo is over. B2B and B2C audiences reward videos that feel like they were made by a person, for a person. With trust in traditional advertising waning, brands are allocating more of their budgets toward user-generated content (UGC) and employee-generated content (EGC). The data supports this shift: campaigns incorporating UGC see a 50% jump in engagement, and creator-led ads drive 70% higher click-through rates than brand-produced spots. People are your best performance asset. According to Scoop, 94% of Gen Z trust influencers. A story shared by a real employee or customer registers as a recommendation; a brand ad registers as an interruption. Personalized content on platforms like TikTok and LinkedIn gets 3.6x more engagement than non-personalized posts. Your bottom line benefits, too, since EGC doesn’t require a $10,000 session — just a subject matter expert with a smartphone and a clear point of view. (Source: Scoop Market US) This year, try these strategies to build a sustainable content pipeline: - Encourage employees to record 60-second reflections on their work once a month. Provide basic lighting tips (face a window!), but keep the scripts to a minimum to preserve authenticity. - Move your best customer UGC to your paid ad spend. These performance ads typically cost half as much as traditional creative while delivering a much higher CTR. - Avoid the temptation to over-edit or polish away personality. iPhone footage, organic pacing, and conversational tone are today’s aesthetic. Amy Jo Martin, founder and CEO of Renegade, said, “I’m obsessively studying emotion out in the wild. . When you watch as a fan, there’s a sense of belonging because you can see the genuine connection have with each other. You cannot fake that. Do they scale with technology? Of course they do. They let the stories breathe. Have they been studying the Savannah Bananas and the theater that happens out there on the mound or running the bases? Absolutely. I bet MLB has been because that’s what’s creating the entertainment and the human connection that converts” Pro tip: Your people are your most credible storytellers. Inviting a product manager to walk through a new feature on camera builds trust infrastructure. ## Key Takeaways Adapting to the fluid, fast-moving video landscape requires shifting from high-volume posting to high-value interaction. By integrating AI for production efficiency, prioritizing accessibility with captions, and encouraging employees to share their voices for authenticity, you can transform passive viewers into an active community. Ultimately, success lies in shortening the distance between discovery and action — think shoppable links and interactive demos — so your content drives measurable growth across every platform. ## Frequently Asked Questions (FAQs) ### What is video marketing? Video marketing is the strategic use of video content, like quick social clips or in-depth interactive demos, to attract, educate, and convert your target audience. Videos bridge the gap between brand discovery and instant purchase through shoppable links and AI-driven personalization. ### What are the types of video marketing? You can categorize video marketing by the specific role it plays in the customer journey: awareness, education, and action. While traditional categories remain, the focus has pivoted from talking at an audience to interacting with them. - Awareness (the hook): Designed to capture attention in an overcrowded feed, these videos include short-form (often viral) clips, POV stories, and high-energy brand teasers. The most effective awareness videos often feature UGC or employee ambassadors. - Education (the value): These videos get more granular than the typical how-to and become interactive explainers, myth vs. reality sessions, and specialized webinars. Their goal is solving a specific problem or teaching a new skill while positioning your brand as a trusted authority. - Action & engagement (the conversion): Shoppable and interactive tech have revolutionized this category. ### What are the key metrics to track in video marketing? Vanity metrics (raw view counts) are out. Retention intelligence and conversion depth are in. To truly understand your ROI, prioritize the following KPIs: - Average view duration (AVD) and watch time reveal the quality of your content. Tracking exactly where viewers drop off helps you refine your pacing and hooks. A high completion rate tells platforms your content is satisfying, which will trigger wider organic distribution. - Click-through rate (CTR) is essential for campaigns with a specific CTA. The CTR measures the percentage of viewers moving from watching to doing, indicating how compelling your offer and its placement are. - Conversion rate is your bottom-line metric. It tracks viewers who complete a high-value action (e.g., product purchase, demo signup, or lead form fill) directly after interacting with the video. - Engagement rate (interactions) tells you the volume of shares and comments, which act as social endorsements and expand your reach to new niche audiences. - Bounce rate, which tracks user behavior after they click a video link, tells you whether your landing page content aligns with the video’s promise, and prevents wasted ad spend. Pro tip: Don’t just track if someone watched — track the moments they rewatched. Spikes in your retention graph often highlight your most persuasive “aha!” moments, which you can recycle into short-form clips. ### Which social media platforms are best for video marketing in 2026? You can’t define the best platform based on the number of views you get anymore, but on where you can drive the most meaningful action. Where you post depends on your marketing goals. - For discovery and viral growth — TikTok, Instagram Reels, YouTube Shorts: These platforms remain the leaders of short-form, vertical video. TikTok continues dominating Gen Z engagement and viral, influencer-driven trends. Instagram Reels has become the gold standard for visual commerce and lifestyle brands. YouTube Shorts can funnel viewers toward a brand’s long-form library. - For authority and SEO — YouTube: YouTube remains the world’s second-largest search engine and home for high-intent buyers. It’s perfect for long-form education, in-depth tutorials, and how-to content that builds deep brand authority. Since its integration with AI search, your video chapters and transcripts are more indexable (and discoverable) than ever. - For B2B and executive influence — LinkedIn: LinkedIn has solidified its position as a platform for professional targeting. It’s the essential platform for thought leadership, where B2B brands use employee-led videos and behind-the-scenes executive updates to build trust directly with decision-makers. - For community and retargeting — Facebook: Facebook functions as a middle-of-the-funnel engine. It turns the interest generated on other platforms into a loyal relationship. Facebook Groups enable brands to build high-trust communities. Its Ads Manager is a sophisticated retargeting tool that lets you serve video ads to users who’ve already engaged with your brand elsewhere. --- ### Video Content Marketing: An Essential Guide URL: https://www.taboola.com/marketing-hub/video-content-marketing/ Last Modified: 2025-08-21 13:59:58 According to a 2023 study from Wyzowl, a video production agency, 91% of businesses surveyed use video as part of their marketing strategies. The 9% that aren’t using video report that one of their biggest roadblocks is not knowing where to start. That’s a valid impediment, given the number of video platforms and types of video marketing available. ## What Is Video Content Marketing? Video content marketing involves producing and sharing video content for your business to raise brand awareness, attract organic traffic, or drive leads and sales. Your business can use video on its websites or distribute it through other channels, such as social media or email, much as you’d share traditional written content. Video provides a different and compelling medium for engaging with customers interested in your business. Plus, you can be as straightforward or creative as you want with it, capturing your business’s brand, voice and mission. Fortunately, getting started may not be as challenging as you’d think. In this guide, we’ll share actionable tips to help you build (or perfect) your video content marketing strategy and become a more confident video content marketer. ## The Benefits of Video Content Marketing for Your Business Video content marketing provides another medium for reaching customers where they are, but it also has many other powerful benefits. Seventy-nine percent of customers surveyed by Wyzowl reported that video convinced them to purchase an app or software. Further, 91% of people said they want to see more videos from brands, and over half indicated they’re more likely to share video content than other forms of online content with friends and family. Done well, informative and authentic video content can have a significant impact, and customers are inclined to engage with it. Other benefits include the opportunity to: - Build more trust with your audience. - Educate potential customers about your products and services. - Increase conversion rates. - Increase your organic traffic. ## 8 Types of Video Content for Marketing If you’re thinking about adding video content to your marketing strategy, there’s no shortage of options available, including: - Demo videos. - Brand videos. - Event videos. - Webinars. - Expert interviews. - Explainer videos. - Customer testimonials. - Live videos. ### 1. Demo Videos Demo videos are a great option if you want to showcase a product. For example, you can create a demo video on how to use your app or help customers understand how the newest model of your best-selling coffeemaker works. Hootsuite, for instance, does an excellent job using video content to explain the most common dashboard features to new customers. Example: Hootsuite dashboard demo video By creating this video demo, Hootsuite eliminated a barrier of entry for new customers, while adding valuable content to its user resource library. ### 2. Brand Videos Videos can help you raise awareness for your brand, showcasing your company’s personality and voice. One recent example of an effective brand video comes from a collaboration between Bluehost and Vidico. Example: Bluehost banding video Bluehost is a web-hosting brand that aims to simplify website creation for small- and medium-sized businesses. In the brand video linked above, an entrepreneur launching her own dog-training business expresses how easy it was to launch her website and scale business using Bluehost. The video also showcases key product features and functionalities, allowing Bluehost to leverage storytelling to define its product and brand mission. ### 3. Event Videos Event videos engage users by providing potential and existing customers a front-row, online seat to conferences, release parties, roundtables, speaker engagements, product announcements, and other special events your business puts on. A video released by Tough Mudder, a business that organizes endurance events complete with mud and intense obstacle courses, does a great job of this. The video offers a start-to-finish recap of the race, participant testimony, and life footage of obstacles to inspire viewers to compete. Example: Tough Mudder race recap Event videos can increase your business’s reach, capture new audiences, and encourage people to attend future events you host. ### 4. Webinar A webinar is a virtual event video that allows audiences to gain valuable insights about various topics, including a business’s product or service, relevant concepts, key strategies, or other types of content. Webinars are often live, encouraging participants to engage in a real-time exchange of knowledge with the opportunity to ask questions. Afterward, the video can be stored online and distributed through various channels, including social and email. For instance, you can create an onboarding webinar to explain to a new group of customers how a particular software works or provide an opportunity for them to connect with experts aligned with your business. The videos can then be used for future onboarding efforts or as part of a content library. Sephora, a popular makeup retailer, regularly hosts webinars with beauty experts and influencers. These events are exclusively for Sephora Beauty Insiders who need to use their points to participate: Example: Sephora webinar ### 5. Expert Interviews If you’re looking to build authority and trust, expert interview videos could help you accomplish that goal. Expert interviews can be in-depth or short and engaging, offering insights, product plugs or simply Q&As to drive readership. Peloton, a fitness and lifestyle brand, leverages this type of video content well. It develops short one-question interview-style videos with its trainers and distributes them via its social channels. The questions come from Peloton customers, who benefit from the expert advice trainers share. Example: Peloton Instagram interviews No matter your industry, finding experts willing to be interviewed on video may be easier than you think. Start by talking to experts on your team—chances are you have marketing, product, sales, and tech experts in an office or Slack channel nearby ### 6. Explainer Videos This video type is pretty straightforward—you have something to explain and use engaging video content to convey that information. Explainer videos can be used to support products, services, concepts, or other initiatives. Take Venmo, for example. It created a clean, simple, minute-long video explaining product features and use scenarios that appeal to its target audience. The video is easy to watch and understand, and the = format makes the product approachable to a range of potential users. Example: Venmo explainer video If you have something complex to explain, putting it into video format makes it easier to consume and allows for multi-channel sharability to extend reach. ### 7. Customer Testimonial Videos You have a whole team of loyal customers on your side, so why not leverage their endorsement for strong video testimonials? Written testimonials are great, but video provides an added boost, creating an authentic feel that can drive acquisition and foster brand trust with prospective customers. Slack employed this video strategy to showcase how its product transformed business communications for Sandwich, a commercial production company. It’s particularly creative and effective because it starts at the very beginning of a customer’s journey. Example: Slack testimonial by Sandwich This customer testimonial proves these videos don’t have to be dry or formulaic. They can be funny, honest, and interesting, lending themselves to creativity and authenticity. T ### 8. Live Videos Live videos provide a great opportunity to connect with your audience, building brand awareness and trust. They also offer a cost-effective way to engage with customers and increase traffic, followers and even conversions and revenue. For example, the popular retail brand Nordstrom has a dedicated live shopping channel for its customers: Nordstrom Live. Customers can tune in in real-time to get makeup, fashion, and skincare tips from experts and influencers. Example: Nordstrom live video By creating live video content, Nordstrom provides a valuable service to customers and gains the benefit of real-time feedback from customers. They can then use that feedback to hone their marketing strategy. Explore more fun and humorous video marketing ideas. ## The Role of SEO in Video Content Marketing You’ve probably noticed video snippets at the top of your search results when you’re looking for things online. For instance, if you search for “how to use chopsticks,” you’ll likely see a video appear as the first result. Ensuring your videos are optimized for search is essential, as doing so can help you capture a featured snippet or top-ranking spot in Google’s video search results. Here are some tips for optimizing your videos: - Conduct keyword research ahead of time and use that to guide decisions about video topics and align content with the customer intent. - Ensure videos are professional and high-quality to establish trust and stand out among the competition as a reputable brand worth the viewer’s time. - Create a compelling and SEO-friendly title and video description to attract customers while supporting your search initiatives and increasing social reach. - Provide a video transcript, which can help SEO and UX. Users can skim it to save time or see if they then want to watch the video. - Use an interesting and relevant thumbnail to encourage clicks and provide potential viewers with an accurate and enticing content preview. - Develop a strategy for including videos across channels; this can include your website, social platforms, emails, etc. - Optimize for watch time and engagement; most platforms will boost videos that users watch longer and interact with. Provide a hook early on in the video that grabs the viewer and encourages them to watch until the end, comment, or share. ## How Can I Create Video Content? Depending on your marketing team’s capacity, you can create video content in-house or partner with an outside agency specializing in video production. If your team decides to create videos on its own, here’s a simple process to follow: ### 1. Decide on Your Audience and Objective Your first step is to identify your intended audience and video objective. Do you want to create an event video to attract future event attendees? A series of explainers highlighting how to use your products? Knowing who you’re targeting and your goal can help ensure your video effectively supports your business. Keyword research is also beneficial at this stage to identify the keywords people may use when searching for products or services similar to those you offer. Your findings should inform your video script and descriptions. ### 2. Create a Script and Outline A strong script is often pivotal to successful video content. Of course, not all videos require a script. If you’re going the unscripted route, an outline may be sufficient. In either case, it’s essential to plan ahead so your video conveys your intended message. If it’s your first time writing a video script, spend some time learning the craft. If it’s your hundredth time, find different ways to approach the task so it feels fresh and interesting. Try separating your outline by audio and visual components, as in this example from Inbound Video Marketing: Visual Audio 1 Spokesperson speaking to the camera; Image next to speaker: Sales graph "This graph shown us that there was a sharp increase in sales in Q3..." 2 Spokesperson speaking to the camera; Image next to speaker: Pie chart "... and this pie chart may hold the key to understanding why." 3 Spokesperson speaking to the camera; Text above image of pie chart: VIDEO MARKETING "As it turns out our video marketing efforts in Q2 made a big difference." (Source: Inbound Video Marketing) ### 3. Shoot or Design the Video Once you have a script and outline, it’s time to produce your video. How you complete this step depends on the type of video you are creating. If you’re working with people and real-life components, you can do so with a video camera or smartphone. Consider doing a few practice takes to ensure the lighting and audio quality is decent, and learn about the best framing techniques before you shoot. Also, be aware of these things as you film your actual video. Need more video creation tips?  7 Fundamentals of Video Composition and Framing If you’re designing animated or computer-generated imagery (CGI), you’ll likely need to rely entirely on software like Canva, Adobe After Effect or Blender. ### 4. Edit the Video There’s often more work to be done in post-production, and that’s to be expected whether it’s your first or hundredth video. Video-editing software and platforms can help, and several are available, from free smartphone apps to more advanced editing software. It’s all about finding the tool that makes the most sense with your budget, goals, and the production level you want the video to have. Here are some options: - DaVinci Resolve. - Adobe Premiere Pro. - Final Cut Pro. ### 5. Upload the Video Once you’re happy with the video, it’s time to upload it to a hosting platform. Video-hosting platforms are online services where your video can live and be shared. Finding the right one for your video comes down to how you plan to use the video, the metrics you want to measure, and your budget. Some options include: - YouTube. - Vimeo. - VidYard. - Wistia. ## How Do I Distribute Video Marketing Content? You can distribute video marketing content through multiple channels and platforms, including YouTube, Facebook, LinkedIn, Instagram, and email. Always think about your audience and optimize your videos for each platform accordingly. For instance, you might create a shorter version of a video for social media because viewers have a shorter attention span and are quicker to scroll to new content. You can point viewers to YouTube or your website for longer videos. Creating a thoughtful, cohesive cross-platform distribution strategy can help you maximize your video marketing efforts. ## Examples of Successful Video Content Marketing Campaigns If you’re interested in learning by example, here are a few successful video content marketing efforts you can use as inspiration: ### 1. American Express American Express has created several video marketing campaigns that feel both high quality and relatable, but this is especially the case with its “Small Is” campaign. American Express has championed small businesses for a long time. The company put a lot of care and thought into the videos it created for small business audiences. ### 2. Calm You’ve probably seen some of Calm’s video work, but the “What’s keeping LeBron James up at night” video stands out as a true success. While it’s hard to go wrong with a star like LeBron, this video stays true to Calm’s brand identity while leveraging a celebrity to tempt customers to try its product. Working with a celebrity, influencer, or other well-known figure who is aligned with your brand can make for impactful video content. ### 3. Allbirds Allbirds’ product video for its Dasher shoe, “Run Hard, Tread Light,” is hard to ignore when compiling a list of great video content. Perfectly aligned with its core messaging of sustainability, this video concisely shares Allbirds’ eco-friendly approach to footwear and captivates the viewer with strong imagery, a great voiceover, and a clear understanding of product benefits and the brand’s mission. ## Measuring the Success of Your Video Content Marketing Efforts Measuring the success of your video content marketing efforts is essential. You can do so by tracking the following metrics: - View count: Track how many views your video received to determine reach and effectiveness. You can compare a video’s view count to that of similar videos online, when applicable, or other video content you’ve created. If views aren’t aligning with your goals, you can work to identify potential issues, such as distribution, video design, or viewer intent. - Watch time: Determine how long your audience engaged with your video. Did they stick around until the end? Or abandon it in the beginning? If watch time is shorter than you anticipated, review your content to identify when and why users may leave. - Click-through rate (CTR): This measures whether viewers took the next step and clicked a CTA button in your video or engaged with a particular product or service. A low CTR can indicate an issue with call-to-action (CTA) placements or viewer engagement. - Conversion rate: Finally, track your conversion rate. How many people completed the desired action, such as signing up for an email, following your account, making a purchase, or completing a lead form? Video is a learning process, so don’t be disappointed if it doesn’t go exactly as planned the first time. Understand which videos lead to which actions, identify patterns and learnings, and continue to iterate as you go. ## Video Content Marketing Trends Looking ahead, video will continue to be a key part of an effective content marketing strategy. In 2025, we predict that short-form videos will remain popular on social media, where people are accustomed to consuming content quickly. We also expect more marketers to experiment with AI tools like Fliki and Peech to streamline the video creation and editing processes. ## Key Takeaways Getting started with video is easier than it may seem. A solid content marketing strategy and the right tools can help you effectively implement videos that support your brand. Think about how your business might benefit from video and start small. For instance, quick demo videos could be a good starting point if your company sells products. Once you’ve figured out your process, you can continue to hone and build on it to achieve your goals. Explore different tools for video creation and editing, evaluate video performance, and make improvements accordingly — just as you would with your written content. ## Frequently Asked Questions (FAQs) ### Is video a good marketing strategy? If done well, video can be a great addition to your content marketing strategy. According to a 2023 Wyzowl study, people consume an average of 17 hours of online video each week, and 89% of consumers indicated that video influenced their decision to buy a product or service. ### Why is video content important in 2025? Video is important because it provides an effective way to reach audiences on multiple channels and platforms. It helps you get more traction on social media platforms, improve your search rankings, and build trust with your customers. ### How effective is video content? Marketing platform Wordstream estimates that businesses that use video grow their revenue 49% faster than those that don’t. Video content marketing can be very effective but, as with any other marketing strategy, it requires a lot of planning. --- ### The 15 Best Content Marketing Tools in 2025 URL: https://www.taboola.com/marketing-hub/content-marketing-tools/ Last Modified: 2026-03-31 12:01:22 Today’s consumers are pretty darn savvy, and the most effective advertising to pique their interest shouldn’t look like advertising at all. By leveraging content marketing, you gain two distinct advantages over more traditional, obvious methods. First, you’re far more likely to reach consumers actively looking for solutions to a problem — which is exactly how they found your content in the first place. Second, well-crafted content reads like helpful insight and expert guidance rather than a sales pitch, increasing the likelihood that audiences will view your brand as a trusted authority. When people encounter your content marketing assets, they’re generally already exploring that topic. For example, if you’re selling workflow management tools, you might create a video, a detailed LinkedIn post, or a blog post discussing common bottlenecks to team efficiency. By providing an informed overview of these pain points and showing how your tool solves them, you position yourself as an expert and make the reader feel heard. The results speak for themselves. In 2026, 87% of B2B marketers report that content marketing is their primary driver of brand awareness; 74% credit it with generating their highest-quality leads. To make it work for you, you need a robust tech stack that can handle the scale and precision today’s market requires. What’s changed in our 2026 update: 11 new tools added: - Notion - Airtable - Asana - Surfer - Sprout Social - SegmentStream - Cometly - ActiveCampaign - Beehiiv - HeyGen - Runway ## What is a Content Marketing Tool? Content marketing tools include the technology used to develop, manage, and scale your campaigns. These software programs can handle everything from ideation and AI-assisted drafting to automated distribution and deep-funnel analytics. Today’s tools are often agentic: Not only can they help you write, but they can proactively suggest content gaps, monitor competitor moves, tease out smaller content nuggets from longer pieces for multi-channel posting, and automate that multi-channel publishing schedule. ## The 18 Best Content Marketing Tools for 2026 A great strategy is only half the battle. The other half is having a tech stack that can keep pace with the speed of today’s digital landscape. The best tools do more than help; they act as force multipliers for your team, automating the grunt work of formatting and distribution so you can focus on higher-level creativity and strategy. Check out our list of the top 18 tools to elevate your content, organized by how they fit into your daily workflow. Whether you’re a solo founder or scaling an enterprise team, these platforms will turn your content from a cost center into a predictable revenue engine. ### Content Planning and Organization #### Notion Notion is a flexible, all-in-one workspace that helps content teams stay organized by consolidating editorial calendars, workflows, and asset libraries into one collaborative hub. It’s great for teams that want to build bespoke programs rather than be forced into rigid structures. You can track a project from a raw idea in a brief to its final publication status on a Kanban board. Cost: Free (individuals); Plus - $10 per user a month (small teams); Business - $20 per user a month (advanced features); Enterprise - custom pricing. Source: Notion #### Airtable This connected apps platform functions as a high-powered relational database, allowing marketing teams to build custom internal applications that sync data across departments. Airtable uses linked records and automated workflows to create a single source of truth, where a status change in a content calendar can automatically notify stakeholders or update a real-time executive dashboard. Cost: Free (up to five editors and 1,000 records); Team - $20 per user a month; Business - $45 per user a month (includes two-way sync and verified data); Enterprise - custom pricing. Source: Airtable #### Asana This sophisticated project management platform excels at orchestrating complex, multi-stage content workflows across departments. Its Asana Intelligence features automate repetitive tasks, like status updates and resource allocation. Goal tracking ties every blog post, social post, and white paper to higher-level company objectives and key results (OKRs). Cost: Personal - free (individuals/small teams); Starter - $10.99 per user a month; Advanced - $24.99 per user a month; Enterprise - custom pricing. Source: Asana ### AI and SEO Strategy Tools #### Semrush Semrush is the undisputed heavyweight for all-in-one search engine optimization (SEO) and market intelligence. Depending on the plan you choose, you can take advantage of the company’s integrated Semrush One suite, which combines classic SEO content optimization tools with AI visibility toolkits to benchmark competitors; identify new keywords, prompts, and visibility opportunities; measure your brand across discovery surfaces; and simplify your workflow. Cost: Starter - $199 a month; Pro+ - $299 a month; Advanced - $549 a month. Source: #### Ahrefs Ahrefs is a top SEO platform for B2B and e-commerce professionals who require granular data on backlinks, competitor content gaps, and search intent. Its content explorer acts as a specialized search engine for marketers, indexing billions of pages to reveal which topics are gaining traction, earning shares, and securing high-authority links. Cost: Lite - $129 a month; Standard - $249 a month; Advanced - $449 a month. Source: Ahrefs #### Surfer SEO This tool uses real-time search engine results page (SERP) analysis to assign your writing a content score, ensuring your articles are semantically relevant enough to rank. It features an AI assistant that can research, outline, and write SEO-ready drafts in seconds. Its audit tool identifies specific missing keywords and internal linking opportunities to improve the performance of existing content. Cost: Standard - $99 a month; Pro - $182 a month; Peace of Mind - $299 a month. Source: Surfer SEO ### Social Media and Community Management #### Sprout Social This professional-grade platform is perfect for social management, bridging the gap between social engagement and business intelligence. Its social listening capabilities allow brands to track sentiment across niche communities, and it automatically categorizes incoming messages to streamline customer support and turn social engagement into measurable ROI. Cost: Standard - $199 per seat a month; Professional - $299 per seat a month; Advanced - $399 per seat a month; Enterprise - custom pricing. Source: SproutSocial #### Buffer Buffer is the best choice for lean teams that want simplicity. The platform allows you to schedule content across all major platforms with a usage-based model that grows only when your channel list expands. You can use its AI assistant to repurpose a core idea into the specific language and format of different platforms, turning a long-form LinkedIn post into a TikTok script in seconds. Cost: Free (three channels); Essentials - $5 a month per channel; Team - $10 a month per channel. Source: Buffer #### Hootsuite This comprehensive social media command center uses Blue Silk AI to automate content ideation, scheduling, and multi-platform inbox management. It’s great at social listening, distilling billions of conversations into real-time trend reports that help brands pivot their strategy before a cultural shift peaks. Cost: Standard - $199 a month (one user, 10 accounts); Advanced - $399 a month (unlimited accounts, team approvals); Enterprise - custom pricing. Source: Hootsuite ### Analytics and Attribution Tools #### Google Analytics 4 (GA4) The essential foundation for any content stack, GA4 tracks deep-funnel user journeys and conversion events using an advanced, AI-powered event model. The platform serves as a predictive engine, offering built-in cross-channel budgeting and automated form interaction tracking to help teams forecast ROI. Cost: Free (standard); GA4 360 starting price - $50,000 annually. Source: MonsterInsights #### SegmentStream This B2B multi-touch attribution platform uses AI-powered predictive modeling to measure the incremental value of every marketing touchpoint, even across long, complex sales cycles. Unlike standard customer relationship management (CRM) tools, it provides methodology, transparency, and first-party data ownership for teams who must prove how top-of-funnel content eventually drives bottom-line revenue. Cost: Custom pricing based on ad spend and data volume.   Source: #### Cometly Cometly is an ad attribution and marketing intelligence platform that solves the tracking gap created by privacy updates and the phase-out of third-party cookies. Content marketers running paid campaigns should consider this platform because it uses first-party data to connect each click to a specific lead or sale. Teams can see exactly which blog post or social ad is driving revenue in real-time. Cost: Contact for information. Source: Cometly ### Email and Newsletter Marketing #### Mailchimp This veteran email marketing platform has evolved into an AI-driven all-in-one commerce engine. It includes a content optimizer to analyze your drafts against industry benchmarks and suggest real-time improvements for better engagement. It’s good at omnichannel orchestration, allowing small teams to unify email, SMS, and e-commerce data (like Shopify) into a single dashboard to track how each message drives revenue. Cost: Free (up to 250 contacts/500 sends); Essentials - starts at $13 a month; Standard - starts at $20 a month; Premium - starts at $297.50 a month. Source: Mailchimp #### ActiveCampaign ActiveCampaign is an integrated marketing automation platform that combines email marketing, CRM, and sales automation into one cohesive engine. It uses AI to create hyper-personalized journeys by predicting the best time to send a message or trigger a specific content offer, based on a user’s individual behavior across your site. Cost: Starter - $15 a month; Plus - $49 a month; Pro - $79 a month; Enterprise - $145 a month. Source: ActiveCampaign #### beehiiv Built by the early team behind Morning Brew, beehiiv is one of the fastest-growing newsletter platforms designed for content creators and media brands. It includes built-in ad networks and referral programs, allowing you to monetize your content as soon as you hit 1,000 subscribers. Cost: Launch - free (up to 2,500 subscribers); Scale - $43 a month; Max - $96 a month. Source: beehiiv ### Video and Visual Creation #### HeyGen A leader in AI-generated video, HeyGen lets you create an AI avatar to deliver personalized video messages or explainers — a trend that has become popular in SaaS onboarding in 2026. You don’t need a camera, crew, or expensive equipment to create these professional, studio-quality videos. Cost: Free (one credit); Business - $149 a month; Enterprise - custom pricing. Source: HeyGen #### Runway For professional-grade AI video production, you can’t go wrong with Runway. The platform allows you to generate cinematic B-roll or edit footage with simple text prompts, drastically cutting traditional production costs. The Gen-3 Alpha and Gen-4 Turbo models let you control camera movement, lighting, and object motion. Cost: Standard - $12 per user a month; Pro - $28 per user a month; Unlimited - $76 per user a month. Source: Vidnoz #### Canva The essential creative hub for any marketer, Canva’s comprehensive visual suite allows you to create everything from social graphics to professional video presentations. Its Magic Studio lets you remove backgrounds, generate images from text, and resize a single design for every social platform with a single click. Cost: Free; Pro - $15 per user a month; Teams - $10 per user a month (minimum of three users). Source: Canva ## How to Choose the Right Content Marketing Tools When choosing your stack, look at interoperability as well as features. Use these three criteria to decide: - Does it integrate? A tool is only useful if it talks to your CRM and analytics. Avoid data silos. - Is the AI agentic? Look for tools that don’t merely suggest text but actually execute tasks like monitoring competitor prices or flagging churn risks automatically. - Does it match your scale? Solo founders (or solopreneurs) should stick to the minimum viable stack (e.g., Canva + Buffer + beehiiv). B2B teams should invest in revenue attribution tools like HockeyStack to justify their budget. In addition to these tools, you must also consider performance marketing — the data-driven discipline of paying only for measurable results like leads, sales, or sign-ups. The industry has shifted away from manual management toward autonomous performance engines that handle the heavy lifting of bidding and optimization. Enter Realize, the next-generation performance advertising platform, built to deliver outcomes at scale beyond the walled gardens of search and social. It leverages an advanced AI engine and deep code-on-page integration across the world’s most trusted publishers (like NBC, MSN, and Apple News) to find and convert high-intent audiences when they’re most receptive. The platform includes: - Smart bidding strategies. - Optimization for engagement. - A performance simulator. - SpendGuard. - Improved matchmaking. To stay ahead, do your stakeholders (and your bottom line) a favor: Don’t settle for a single tool. Build a dynamic ecosystem that balances the creative power of AI with the surgical precision of performance platforms like Realize. Whether you automate your social reach with Hootsuite or scale high-intent conversions via automated bidding, the right mix will help you cut through the noise, build genuine connections, and hit your growth goals. --- ### 5 Best Alternatives to Google Ads in 2026 URL: https://www.taboola.com/marketing-hub/google-ads-alternative/ Last Modified: 2026-01-29 14:22:52 Google Ads is Google’s pay-per-click platform, used by businesses to reach customers in search results, as well as Google’s other properties, e.g., YouTube. If you’re a competitive person, the platform can seem fun for a while: You’re competing with other businesses for ad space — let the best marketer win! Over time, though, the process often gets frustrating. Since Google uses an auction system for its ads, businesses complain that they tend to be expensive, requiring a serious investment to get in front of the best customers. Google Ads isn’t the only game in town, however, so it’s important to consider some of the best Google Ads alternatives out there. ## 5 Best Alternatives to Google Ads in 2026 Choosing the right Google Ads alternatives can be challenging. You need a platform that will put your ads in front of the right people, while also giving you a good cost per click. Here are some top alternatives to consider: ### 1. Open Web" Performance: Realize As valuable as Google Ads can be, many advertisers are finding that search and social alone aren’t enough to drive results consistently. Rising costs, creative fatigue, and crowded platforms make it harder to reach high-intent audiences and drive measurable performance, especially for businesses focused on conversions, leads, and return on ad spend (ROAS). Realize, a top performance marketing platform, addresses these challenges with a performance-first approach built around action. Rather than relying solely on keyword auctions or identity-based targeting, Realize uses predictive intent signals and AI tools to connect advertisers with users most likely to engage. With high-visibility ad formats, tools for quickly repurposing creatives, built-in landing page capabilities, and AI-assisted campaign optimization, Realize gives growing businesses a more efficient way to go beyond search and social while maintaining control over ROAS and acquisition costs. ### 2. Meta Ads: Facebook and Instagram Ads Aside from YouTube, which is part of Google Ads, no other social media platform attracts more U.S. adults than Facebook. That makes it an ideal place to reach customers. The demographic skews older, though, so if you’re trying to reach 18- to 29-year-olds, Instagram may be a better option. The best thing about Facebook and Instagram is that you can advertise to both from the Meta advertising dashboard. The downside is that you’ll need to create eye-catching graphics and clickworthy ad copy to capture the attention of each platform’s users. ### 3. Search Campaigns: Microsoft Advertising (Powered by Bing) When it comes to organic search, nothing compares to Google, but its closest competitor is Microsoft Bing, which powers Microsoft’s broader advertising ecosystem through Microsoft Advertising. Rather than focusing on search alone, Microsoft Advertising gives marketers access to paid placements across Bing, Microsoft Edge, Outlook, MSN, and other Microsoft-owned properties. This allows you to reach users both within and beyond traditional search results. ### 4. Visual Discovery: Pinterest Pinterest is often left out of conversations about social media platforms, but it holds its own, falling fourth in popularity behind YouTube, Facebook, and Instagram. Pinterest users are largely female and skew younger than Facebook, and the nature of the platform lends itself to ads since its users are often searching for shopping inspiration. This makes Pinterest Ads a strong fit for businesses in visually-driven categories like retail, home, decor, fashion, and beauty. This is especially true of advertisers who want to capture customers early in their buying journey. ### 5. Retail Powerhouse: Amazon Ads If you sell products on Amazon, Amazon Ads are the best way to reach customers on that platform. The setup is very similar to Google Ads, with an auction process that has you competing with other products in your category. Amazon has multiple options for its advertisers: - Sponsored Products: These ads appear in search results when someone looks for products on the site. Sponsored Product ads are technically more affordable than other options, but that also makes them more popular and therefore more competitive. - Sponsored Brands: These are similar to Sponsored Products, but they promote your brand or a group of products rather than an individual item. - Sponsored Display: These ads extend beyond the Amazon platform, showing ads for your Amazon products across the web. - Sponsored TV: Amazon shows these ads on its streaming platforms, which include Prime Video, Freevee, Twitch, and Amazon Publisher Direct, which shows ads on non-Amazon-owned streaming properties. ## Why Consider Alternatives to Google Ads? Google Ads can be a great way to reach customers, but they do have some drawbacks. Those drawbacks include: - Higher cost: For most industries, costs-per-click have risen dramatically, with many industries seeing lower conversion rates for that spend. That alone has businesses looking for options that provide a better return. - Oversaturation: More competition doesn’t just drive up costs, it also makes it tougher to get through to customers, who are constantly bombarded with ads. - Limited reach: While Google still holds an impressive majority of the search market, limiting advertising to Google Ads means you miss out on users who spend time elsewhere. - Navigability: The Google Ads platform can be complicated, particularly for those who are new to it. Some advertisers prefer the interface seen on platforms like Facebook and Pinterest. Google Ads can be a powerful channel, but it isn’t the right solution for every business. For companies working with limited budgets, niche audiences, or small marketing teams, the platform’s rising costs and complexity can make it difficult to sustain results over time. Exploring alternative advertising channels can give you the opportunity to diversify your strategy, reach audiences you may be missing, and potentially achieve stronger returns by focusing spend where it performs best. ## Factors to Consider When Choosing an Alternative to Google Ads With so many options, it can be tough to make a choice. Here are some factors to consider when you’re in the market for a new advertising platform: ### Audience Demographics Whether you’re using Google Ads, a social media platform, or Realize, it’s important to know who you’re trying to reach. Each platform has its own unique demographics, with some attracting more women than men, some skewing younger and some drawing users who have certain interests. Understanding that can help you pick the right Google Ads alternative. ### Budget How much do you want to spend? With Google Advertising, you’ll likely need to shell out a significant sum just to compete. By niching down, you can spend a fraction of the money to get the same results, but you’ll need to check the minimum recommended spend before you choose one platform. ### Tracking Tools It’s tough to know how your ads are doing without some way to measure performance. Each platform has its own dashboard with unique reporting methods. If possible, take a look at how these metrics are displayed on any platform you’re considering. ## How to Maximize Success With Your New Ads Solution ### Know Your Demographic From the start, it’s important to know the audience most likely to be interested in your offerings. Each advertising platform attracts different user groups based on factors like age, interests, and behavior. Identifying where your target customers spend their time can help you focus your budget more effectively and improve overall campaign performance. ### Test and Learn You don’t have to invest a fortune into your campaigns to get started. Testing smaller campaigns across different channels allows you to evaluate performance, identify which audiences and formats generate the most engagement, and focus spend on the platforms that deliver the strongest results. Another way to optimize your campaigns is to test different creatives, including visuals, videos, and messaging. This can help you refine your approach to strengthen your ROAS over time. ### Monitor and Optimize Placing your ad is only the beginning. Ongoing performance monitoring helps you understand which elements are driving results and which need adjustment. Regularly analyzing campaign data and refining your approach allows you to remain agile, respond to changing performance trends and continually improve outcomes over time. ## Key Takeaways Google Ads are a valuable but expensive tool for businesses, especially lately, as costs for Google Ads have increased while conversions have declined. In terms of the best Google Ads alternatives available, social media advertising can be a more affordable way to reach more targeted audiences, while Realize and Amazon ads can be effective alternatives for relevant businesses. ## Frequently Asked Questions (FAQs) ### Why are Google Ads so expensive? Google Ads are expensive because they attract a wide range of businesses. The platform uses competitive bidding, which can drive up costs for more saturated markets. For smaller players, keywords in popular industries can become cost-prohibitive as larger players with bigger budgets flood the space. In industries like insurance or real estate, cost-per-click rates can climb into the hundreds of dollars, making it difficult for smaller businesses to compete or achieve meaningful ROAS. ### Can I use multiple ad platforms simultaneously? Not only is multiplatform advertising allowed, it’s also recommended, as it’s a great way to test your ads on different platforms and see where you get the most engagement. At the same time, multiplatform advertising can also maximize your reach. However, there can be advantages to initially concentrating your efforts on one platform. Building expertise on a single channel can help you refine your strategy, improve efficiency, and gain a clearer understanding of what resonates most with your audience before scaling to additional platforms. ### What are the best alternatives to Google Ads for small businesses? Social media can be a great place to reach niche customers. You can choose the platform where your target audience spends the most time and create compelling content that gets results. For many small businesses, social media apps like Facebook and Instagram offer a strong balance of targeting flexibility and cost efficiency. Their advertising tools make it easier to reach specific audience segments and engage with potential customers, helping brands drive meaningful results without the budgets required by larger platforms. Alternatively, performance advertising platforms like Realize allow you to reach audiences on the open web, identifying the best fit by intent, rather than simple demographics. ### What are the best Google Ads alternatives for B2B marketing? For B2B marketers, platforms that offer professional targeting are often the most effective alternatives to Google Ads. LinkedIn Ads, for example, allow businesses to reach decision-makers based on job title, company size, and industry, making it easier to focus spend on audiences with real purchasing influence. Beyond LinkedIn, B2B advertisers may also benefit from platforms like Realize, that extend reach across professional content environments and industry-specific sites. These options can help marketers connect with decision-makers early in the research process while maintaining precise targeting and measurable performance. --- ### Paid vs. Earned Media: Balancing a Comprehensive Media Strategy URL: https://www.taboola.com/marketing-hub/paid-vs-earned-media/ Last Modified: 2025-06-30 08:37:25 Modern marketing in a busy digital landscape requires a comprehensive media strategy. As you’re planning how to reach and grow your audience, it’s essential to balance common media options — namely paid and earned — using each to your business’ advantage. The choices may vary based on industry, company size, and other factors, so consider your options carefully to create the marketing media mix that works best for your company. Remember, always-on digital marketing is key to long-term success: Nielsen’s 2024 annual marketing report found that ongoing marketing efforts account for 10% to 35% of a brand’s equity. Each type of media can offer insight into how your customers learn, interact, and communicate, as well as reach new customers, build the sales pipeline, and help build and protect your brand over time. Let’s look at when, where, and how to use paid vs. earned media as part of a successful marketing strategy. ## What Is Paid Media? Paid media, unlike owned media, is a concrete line item on your broader marketing budget. Paid media costs money to run, and includes traditional advertising, like TV, radio, print, or billboards. Digitally, paid media can include display ads, social media ads, targeted search results ads, and more. One key difference to consider in weighing paid media options is whether you’re paying to spread your company’s name or category, such as on a billboard, or whether you’re paying to target audiences who have already searched your business in some way, such as with search ads. Learn more about the media-buying process and common challenges. As you’re developing a strong mix of paid ads, keep in mind how popular video is these days. Nielsen’s study found that 50% of brands don’t invest enough in media to achieve their maximum ROI, and that they under-invest most (66%) in digital video. Google data found that paid mobile ads on YouTube are 84% more likely to get viewers’ attention than TV ads. Owned media, meanwhile, includes marketing content that a company creates and publishes for free, including blog posts, social media copy, and email marketing. This content helps educate and build trust with your audience. ## What is Earned Media? In an earlier era, earned media usually referred to print news mentioning your company or product. With so many ways for consumers to give feedback to brands these days, earned media has grown quickly to encompass a huge range of channels. These include word of mouth, customer reviews of your product or services (on any number of available websites), unpaid work with influencers, and social media mentions, as well as more traditional media coverage driven through PR efforts. It’s “earned” because you did something newsworthy or noteworthy to get attention and shares. On a fundamental level, you’ll always have less control over earned media than you do over owned or paid media. But it’s also incredibly valuable: Nielsen’s Trust in Advertising survey found that 88% of respondents trust recommendations from people they know the most. Planning an earned media strategy can help build and maintain trust in your business and lets prospects know you’re legitimate and valuable. That same survey also found that 70% of respondents trust branded websites, 66% trust online reviews, and 61% trust brand sponsorship. Earned media doesn’t technically cost anything, though PR firms and comms teams work hard behind the scenes to place this type of coverage or garner this attention. ## Paid vs. Owned Media: Key Differences A business’ media strategy should include paid, owned, and earned opportunities. Here’s a quick look at the key differences between paid and owned media: Paid Owned Cost is fixed and measurable. Cost is largely from paying creators. Goals are traffic and leads. Goals are organic traffic, brand awareness/affiliation, and leads. Reach is targeted to audience, location, etc. Reach is broad and global. Timeliness is immediate. Success is longer-term. ### Paid vs. Owned Media Spending Differences Paid and owned media differ primarily in cost: Paid media requires marketing budget and careful tracking for ROI. Owned media isn’t exactly free, as it requires time and people to create high-quality, useful content. But it isn’t tracked as a line item like paid media is. Paid media is also time-bound depending on budget, so you turn it on and off as needed for specific campaigns or sales goals. Paid media offers faster results, too, so you might see the return on investment faster than with owned media. Generally, creating and sustaining quality owned media is a long game. Building a site with strong SEO authority takes time. It also takes time and expertise to write and publish (plus continually update) all the relevant articles, social posts, email series, and other content that will build lasting audience trust. ### Paid vs. Owned Media Reach Differences Owned media generally has audience targets: You likely know, for example, if you’re talking to an executive or a practitioner in a piece of content. That may be based on research data, focus groups, or trusted subject matter experts. But paid media offers marketers much more specific targeting toward self-identified groups — this may be those with purchasing power in your market segment or industry vertical, publications with a specific niche audience, or a paid influencer who’s popular with a select audience you’d like to target. When you’re paying for ads, whether on search or social, you’ll have plenty of options to target audiences by job title, location, and more. ## Benefits of Paid Media ### Speed Paid media can be deployed quickly, even sometimes the same day, if you so choose. This is useful if you’ve been granted extra budget or have any left over, or if you change tactics or start a new campaign with little notice. The speed of paid media can also be useful for conducting A/B testing of headlines, button copy, and more. ### Specificity Paid media can get very specific, such as social media ads that target by gender or interests. Search ads let you target audiences based on what they’re searching for, so your content will appear when someone is looking for the exact product or service your business provides. That might include search terms, keywords, interests, and more. Paid media dollars can also go toward retargeting to send customers back to your company’s site. ### Measurability There are ways to measure the impact of owned and earned media, such as organic search traffic or social mentions. Paid ads, though, are entirely trackable, lending to a clearer picture of how they’re performing, and allowing you to make adjustments quickly. ## Benefits of Earned Media ### Trust and Legitimacy As Nielsen’s study found, a large majority of respondents trust recommendations from someone they know. Earned media across the many available digital channels can boost your brand’s credibility and keep its reputation strong. For newer businesses, earned media can help establish a brand name and promise, as well as creating strong associations within an industry. ### Efficiency When your business gets a free influencer endorsement, positive online reviews, or a high-profile social share, it’s a huge win for very little cost. These types of earned media wins are much harder to plan than paid or owned media, but their impact can outweigh months of ad spend. You can also use and reuse earned media, such as including positive customer reviews on your website, or resharing and repromoting social mentions and news content. ## How to Measure the Effectiveness of Your Media Strategy Your media strategy measurement will likely include a mix of metrics that capture both sales-related data and brand awareness information. Remember to use the key performance indicators (KPIs) that align with the goals of your overarching marketing strategy and the specific campaign in progress. Also consider all the channels and platforms where you might capture performance data. Check in on this data often so that you can make adjustments as needed, particularly for paid media planning. Common KPIs for paid media include: - CTR (click-through rate) from an ad link. - CPC (cost per click). - CPA (cost per acquisition) for a new customer. - Conversion rate after an ad click. - Page views and visits. - Return on ad spend. Common KPIs for earned media include: - Reach. - Engagement rate. - Impressions. - Media mentions. - Social shares and engagement. - Sentiment analysis. - EMV (earned media value). ## How to Integrate Your Paid and Earned Media No media type exists alone. Any effective marketing campaign should use all the platforms and channels available, with messaging that echoes each other. Audience members and prospects may only see content briefly across various channels, so seeing similar and consistent messaging helps imprint and then reinforce a brand in memory, particularly if others are talking about it. That’s why it’s essential that your business is available on any channel on which a customer might be active. To integrate paid and earned media, understand what’s performed well on paid media to date, particularly as it aligns with campaign and business goals. How does that echo recent earned media? You might, for example, run an ad that highlights a great customer quote, or use a relevant social post or screenshot in a paid social placement. ## Key Takeaways When considering paid vs. earned media, it’s important to understand that each holds an important place in a comprehensive marketing strategy. Consider the entire range of earned media options as you’re brainstorming how and where to reach your desired audiences. Use paid media wisely, and try A/B testing and precise targeting to make sure you’re getting the most from the spend. Across both media channels, make sure you use all the formats available to you, particularly video, to make sure you’re engaging audiences where they are. ## Frequently Asked Questions (FAQs) ### What is an example of a paid media strategy? A paid media strategy generally starts with a budget line item, so you can then plan the size, duration, format, and channel mix of your paid ads accordingly. A paid media strategy also needs audience targets and desired outcomes or goals. Any paid media strategy should have a specific length of time attached and capture all relevant metrics to see whether to continue and what to change or test. ### What are the disadvantages of paid search? Paid search is a popular tactic used by enterprises today, but it has a few key disadvantages to consider as you’re planning your paid media strategy. First, it’s expensive, particularly in a competitive market, and you have to pay continuously for coverage. There are also limited spots for ads for those competitive markets, and you may run into limits on how many people will see the ad. You also have to make sure you’re targeting the right keywords and audience to get the most from your budget. ### Are paid, owned, and earned media mutually exclusive? Pain, owned, and earned media should work together in a comprehensive media strategy. With busy, crowded social channels and websites, you’ll find success when these channels are complementary and offer audience members various ways to engage with your brand and build trust. --- ### Content Monetization: How to Generate Revenue with Exclusive Digital Products URL: https://www.taboola.com/marketing-hub/content-monetization/ Last Modified: 2026-06-22 08:30:51 Digital content offers consumers solutions for everything from burning fat faster to making money online. Courses, white papers, eBooks, webinars, and subscription-based communities all provide ways for experts to share their knowledge with others while building credibility in the field. And, if you learn how to monetize exclusive content, it can generate an additional revenue stream. As a reference, the global e-learning market alone is expected to hit $336.9 billion by 2026, with a 9.1% compounded annual growth rate projected between 2018 and 2026, according to statistics from Research.com. ## What Is Content Monetization? Content monetization refers to the revenue-earning process of charging a fee for access to exclusive materials. The content might be an article, an exclusive course, an eBook, or a monthly newsletter subscription. It also encompasses exclusive content shared with subscribers of Patreon, Substack, or Medium accounts. Virtually every publisher and brand can benefit from monetizing content as part of a comprehensive digital marketing strategy. Digital content is appealing to users in virtually every field because it promises an instant ticket to exclusive information that isn’t shared anywhere else. This sense of exclusivity creates FOMO (fear of missing out), which makes a $9/month subscription or $147 online program hard to resist. ## Who Should Monetize Their Content? Content monetization can benefit online publishers, brands, small businesses, service providers, influencers, and anyone with unique knowledge to share. In addition to generating extra revenue, offering exclusive content can also promote your brand and other products. If you’re a publisher, for example, you might provide gated content that’s only available to monthly subscribers. Or if you have a graphic design business, you could sell eBooks or courses as an additional revenue stream. Platforms like Medium, Patreon, and Substack give creators and industry experts opportunities to share their content and provide value-added content for a fee. ## Benefits of Monetizing Your Content Content monetization can generate thousands of dollars with just a few hours worth of work. In addition to the obvious benefit of bringing in money, monetizing content has other benefits for marketers and publishers. Creating a course or e-book can also help create name or brand recognition for yourself or your company. Having a bestselling Amazon eBook can lead to podcast interviews, video interviews, or being quoted as an expert source on top-tier websites. Putting the word “author” after your main title adds credibility to your expertise. Also, monetized content can also help with lead generation. If someone buys your book or course through your website (rather than a third-party site) or opts to receive your newsletter, they have to provide their email address. That means you can market additional services through an email campaign. You can also request a phone number for SMS marketing. This marketing tactic can work for service providers of all kinds. For instance, if a CPA writes an ebook about how small businesses can save money on taxes, they are building trust with their audience. Business owners will be more likely to reach out to that CPA for tax preparation or ongoing bookkeeping services. ## Downsides of Monetizing Your Content Monetizing content is a relatively easy tactic with very few downsides; however, one drawback is that you’ll need to find a way to market your content for repeat sales. There is so much content available today, that people feel overwhelmed. You need to create a useful, in-demand product and then market it in the right ways so it stands out. You may also need to hire outside experts to format or develop your content, which can mean an additional investment beyond your time. For instance, if you’re writing an eBook, you may want to hire a graphic designer to create a cover. If you’re a finance professional, you might want to hire a content writer or an editor to review your eBook before publication. If you have an idea for an app, you may need to hire a developer to create it. One of the other downsides is that you are keeping a portion of your potential audience from seeing your content, if they aren’t willing to or can’t afford to pay for it. This can limit your market, so it’s important to continue creating helpful free content, as well. ## Content Monetization Models Not all content monetization models require charging consumers to use or view your content, although many do. You may opt to employ a variety of content monetization models to generate multiple revenue streams. ### Subscriptions Subscriptions to websites, newsletters, or online communities can generate recurring revenue while helping content creators build relationships with their audience. ### Gated Content Gated content often includes white papers, eBooks, webinars, or courses that involve a one-time fee. By putting your content behind a paywall, you gain the added benefit of collecting an email address from your buyer. ### Affiliate Marketing Unlike gated content or subscriptions, affiliate marketing does not rely on selling your own content. As long as your audience is large enough, you can establish affiliate programs with top brands related to your niche. When audiences click on your affiliate link to make a purchase on a third-party site, you’ll earn a percentage of the revenue. Affiliate links don’t cost your audience money, other than the price of the product they are purchasing. Your payment comes from the brand, who is rewarding you for helping increase their sales. ### Paid Advertising or Sponsored Posts There’s another way to earn money from your content that doesn’t cost your audience a penny: paid advertising and sponsored posts. If your audience is large enough and highly engaged, brands will pay you to place ads or sponsored posts on your website or social media platforms. You can also choose to place ads on your website through a third-party ad network. If you’re publishing YouTube videos, you can place ads in your videos to generate revenue, as long as you meet the minimum viewership requirements. Some types of advertising include: - Display ads. - Native ads. - Video ads. - Sponsored posts. ## How to Monetize Your Content: 5 Best Strategies You can monetize different types of content. When publishing exclusive content, think about how your users like to consume content and create it for that platform and audience specifically. Here are some of the most popular strategies. ### Publish Ebooks or Online Programs Content creators can bundle exclusive content into an online course, complete guide, or online program. For instance, blogger and money expert Jordan Page created a “Budget Bootcamp” that costs $149 and contains 27 videos, 16 budgeting exercises, and a private Facebook group for students. Because customers can’t flip through a digital product like they would a regular book, many high-converting sales landing pages for this type of content have the following features to showcase features: - Testimonials from users who have read the book or taken the course. - Sample worksheets or videos from the actual course. - Statistics on how the information has changed customers’ lives (e.g. “60% of our customers now report they are debt free from our program”). Many online programs offer a ton of content so the price point seems like a better deal. In Page’s case, 27 exclusive videos for a “Budget Bootcamp” is a lot more enticing than five free videos. Consider offering a money-back guarantee in case the customer isn’t happy. This reduces the risk for potential customers and demonstrates that you have faith in your product. . ### Create an App Private apps have become big business for celebrities, influencers, and brands. One of the biggest success stories for an exclusive content app is Kayla Itsines’ fitness app Sweat. Since its launch in 2015, the app has been downloaded by millions of women and garnered a rating of 4.6 in The App Store. Subscribers pay $20 a month (or $120/year all at once) to use the app, which has new and old workouts from Itsines and other trainers. The app offers a 7-day free trial so users can decide if the tailored fitness programs offered are right for them. The app requires a credit card to get started. If you don’t cancel your trial at least 24 hours before the trial period ends, it will roll over to a monthly subscription. Since 42% of consumers admit they forget to cancel a subscription service, according to C&R Research, requiring a credit card during the free trial can help put extra cash in your pocket from subscriptions. However, as consumers grow more savvy, many people won’t download a free trial if the trial requires credit card information. Ideally, your app will provide so much value during the trial period that your customers will want to continue paying for it, and not just forget about the app until they review their credit card statement. ### Require Subscriptions In addition to apps, you can also monetize newsletters, blogs, access to online communities, and video content through subscriptions. . Subscriptions offer the benefit of steady, recurring revenue, but you’ll need to continue providing value on a regular basis to hold onto your subscribers. Unlike selling a course or an eBook, you can’t just create content once and sit back and collect money from subscribers. However, the benefit to a subscription platform is that once you’ve created a healthy subscriber base, you can dial back on marketing for a short time and still generate revenue as long as you continue delivering quality content. ### Put Existing Content Behind a Paywall You don’t have to create a lengthy course, write an eBook, or create an app to monetize your content. Many news publishers choose to put individual articles behind a paywall. The New York Times, for example, lets readers view three free articles per month, then charges $1 to $3 per month for unlimited access to their articles. The Times reported that online subscribers count for almost 2/3 of their total revenue and the newspaper has actually managed to turn a profit in an era where newspapers are falling in circulation. This model is great for publishers that have lots of new pieces of content daily and possibly aren’t making enough revenue from advertising or sponsorships. Asking readers to subscribe or pay for content — especially a few dollars here or there — is becoming more common, and as a result, users may be less likely to reject it. You may also consider monetizing older content, access to proprietary tools like industry calculators or private tutorial videos, or bundling all existing exclusive content into a single membership fee. ### Utilize Affiliate Marketing You can also use affiliate marketing within videos, blog posts, or other written content to earn money on any products or services you mention. If a viewer clicks on promoted products from one of your posts, you’ll receive a percentage of the sale or a predetermined amount of money from the vendor. ## What Not to do When Monetizing Content According to the World Economic Forum, people place more trust in content and information they pay for. Consumers may also believe their data is safer if they pay for content. After all, as the saying goes, “If the product is free, you are the product.” But that doesn’t mean everyone is willing to pay for everything they read, view, or engage with online. You must prove the value to your audience. Here are some common mistakes when online content creators aim to monetize their offerings. ### Not Delivering Enough Value With so much information available online and through our phones, it’s overwhelming to choose the right content, especially when audience members must choose to pay for that content. Make sure your gated content or subscriber-only content delivers value above and beyond the content you offer for free. ### Not Showing the Value of Your Content You might know that your online course or eBook can help change people’s lives; but are you proving that to your target audience? Use testimonials from satisfied customers, case studies that share success stories, or share previews of your content with your audience to show them the value, and show them what they could be missing, if they don’t opt in for your paid content. For instance, the Sweat app became a bestseller, in part, because people saw the results of Itsines’ Bikini Body Guide Workout program, which is in the app. ### Choosing the Wrong Platform or Format for Your Audience Itsines’ app also achieved massive success because she was very clear on her target market, women ages 25 to 35, and understood the best way to reach them. Most users in that age range heavily use apps daily. This makes her content more accessible and easier to use for many users than if she had published it as a DVD or a YouTube series. To boost your chances of success, get clear on your audience persona, who you are trying to reach, and know where they hang out online. ## Final Thoughts Monetizing content can help prove your value to your audience while generating revenue for your brand. More than one-third of consumers (31%) believe that educational content is worth paying for, according to data reported by Statista.com.  Only 30% believe that no website content is worth paying for. According to Statista, 11% of adults in the U.S. and U.K. are willing to pay for news, while 17% will pay for lifestyle content covering topics like food, fashion, and cooking. But providing the right type of content to your audience and clearly demonstrating the value of that content is the key to successful campaigns. ## Frequently Asked Questions (FAQs) ### What kind of content can I monetize? You can monetize virtually any type of online content, including articles, white papers, courses, eBooks, videos, and apps. ### Where can I monetize content? Marketers can monetize content on a variety of platforms, including social media platforms like Instagram, TikTok, or YouTube, websites and blogs, subscription sites like Substack or Medium, and within apps. ### How do I start making money with content? To begin earning income as a content creator, you’ll need to choose your niche, find your audience online, create content that will resonate with your target audience, and then decide how you want to monetize it. You can monetize content through paid ads, affiliate marketing, subscriptions, gated content, and other tactics. --- ### Native Video Advertising: All You Need to Know URL: https://www.taboola.com/marketing-hub/native-video-advertising-guide-from-the-experts/ Last Modified: 2025-06-22 08:35:08 ## What Is Native Video Advertising? Native video advertising is a form of paid media where video ads integrate branded messages seamlessly into existing content. It usually consists of in-feed video ads uploaded directly to different platforms that are finely targeted to your desired audience. This way, these video ads feel less intrusive and more engaging, and enhance user experience while subtly promoting your brand. Native ads are big business. The market had a value of $4.1 billion in 2023 and could exceed $30 billion by 2032, as per Business Research Insights. One of the draws of using native video in advertising is their effectiveness. Native ads are more engaging than display ads, which leads to higher click-through rates (CTRs). According to a Sharethrough/IPG Media study, “consumers looked at native ads 53% more frequently than display ads.” Additionally, 32% of respondents said they would share a native ad with a friend or family member, compared to only 19% for display ads. ## Why Use Native Video Ads? Unlike display ads, native video ads are optimized for mobile, making it easier for users to engage with the content on a broader range of devices. The higher CTRs, particularly on mobile, lead to increased engagement. Advertisers also see improved return on investment (ROI) with other key metrics, including longer view times, higher number of shares, and increased conversions. Native video ads also increase brand awareness by delivering relevant content to users with little disruption. This helps to build trust more quickly. ## How Do Native Ads Work? The key to effective native video ads is matching the platform on which they appear. For example, a native ad embedded into Instagram may look and feel like any other Instagram reel or story in your feed. You may not even realize that you’re viewing an advertisement, though there should always be an indicator that you are. For instance, you might see the word “Sponsored” in the corner of the video. ## Types of Native Ads As Video Here are five types of native video ads. Chances are, you’ve encountered all of them at one time or another: ### In-Feed Video Ads An in-feed video ad is often used on social media platforms such as Instagram, Facebook, and LinkedIn. These ads closely resemble regular user-generated content but will include a “sponsored” label in one corner. You will encounter these ads as you scroll through your regular feed. ### In-Article Video Ads In-article video ads are designed to integrate with text-based content, such as articles or blog posts. If used effectively, they will be very relevant to the content you are consuming and will play without you having to stop reading the article. ### Search Video Ads Search video ads appear in search results on Google, Bing, YouTube, etc. They will be very relevant to the keyword that you typed into the search field and will look much like the user-generated videos that appear. For example, let’s say you perform a YouTube search for “Hyatt hotels in San Diego.” Along with the various Hyatt Hotel reviews that are bound to appear, there will be one or more sponsored videos from the hotel chain or Hyatt’s loyalty rewards program. ### Interactive Video Ads Interactive video ads work well on platforms like TikTok. The experiences they provide may include quizzes, polls, or other clickable options. ### Recommended-Content Video Ads Have you ever seen a “Suggested” or “Recommended” video at the end of an article on a website? The video aligns closely with the content you just consumed and is designed for you to explore further. These videos will also match the editorial style of the website you are on. ## Examples of Native Video Ads ### 1. Facebook Native Video Example Here’s a Facebook native video from Microsoft. The promo shows people of different ages and capabilities using a new game controller. This video succeeds in engaging its audience because it appears to feature real people in real situations. As you can see from the image, in addition to more than 150,000 reactions, it generated over 5,700 comments. People also shared the video more than 40,000 times, expanding its reach beyond Microsoft’s fans. ### 2. Twitter Native Video Content Trebor used native videos on Twitter to engage its followers and build brand awareness. In this example, the company highlighted everyday annoyances with short videos using the #GiveMeStrength hashtag (a British expression used in annoying situations). This native video campaign worked because it targeted its British audience with the hashtag and a humorous approach to life’s little challenges. Note: Short videos work well for users on mobile devices. The initial campaign got 16 million views and resulted in an 8% increase in brand awareness. ### 3. Instagram Native Video Ads Instagram offers multiple options for using native video. Here’s a closer look at how a leading footwear retailer from the U.K. leveraged native video to boost online and in-store sales during the back-to-school season. Deichmann UK runs an annual back-to-school ad campaign. Recently, it hired an ad agency, TRGT, to run a digital ad campaign on Instagram and other Meta apps. The campaign objective was to increase awareness, engagement, and sales. It ran from July 24 to September 10, 2023, with the following results: - A 2.9-point boost in purchase intent - A 1-point boost in top-of-mind awareness - An 8-point lift in standard ad recall ### 4. Pinterest Native Video Advertising MasakTV used Pinterest video pins to reach 18 to 24-year-olds in Indonesia. The digital video company makes cooking tutorial videos and wanted to highlight easy Indonesian recipes to make during Ramadan. It published these via a special Pinterest board and successfully connected with its target audience. The campaign tripled video views and quadrupled impressions. And 39% of its traffic came from its core 18 to 24-year-old audience. ### 5. YouTube Native Video Ads Sony Pictures Entertainment (SPE) in Thailand used mobile native video advertising on YouTube and other popular social media sites to increase awareness of its upcoming Spiderman, Goosebumps, and Venom movies. It produced trailers, such as the YouTube native video example below: The campaign targeted mobile and tablet users in Bangkok. It was successful, resulting in 194,000 completed video views and 411,000 impressions. ### 6. Taboola Video Ads Of course, you don’t have to choose a single platform. Some Taboola customers have successfully run native video advertising on multiple social media sites and via the Taboola feed. For example, the Israeli Ministry of Tourism ran native video ads on YouTube, Facebook, and Taboola publisher sites to increase brand awareness. The campaign converted 40% better on Taboola than on other platforms and achieved 30 million video impressions. ## How to Create Great Native Video Ads Here are five tips for creating effective native video ads: ### 1. Blend With Your Chosen Platform Your video’s style and tone need to match the platform you are advertising on. This includes your formatting, visuals, and messaging. Also, your video should match the length of typical content found on the platform. Don’t go for long-form content on a platform that favors short videos. ### 2. Capture Attention You must grab the user’s attention almost immediately. Remember, people are used to scrolling past ads as quickly as possible. Incorporate eye-catching visuals, bold text overlays, and an intriguing hook for maximum effect. ### 3. Focus on Storytelling Too many advertisers put selling ahead of storytelling. But stories are what add value and evoke the audience's emotion. Start with a story that aims to educate, entertain, or inspire. ### 4. Make It Relevant to Your Target Audience Always align your video’s message to your audience’s preferences. If it’s irrelevant or doesn’t resonate, you’ll struggle to get any type of engagement, let alone conversions. ### 5. Optimize for Mobile Social media platforms like TikTok and Instagram are designed for mobile devices. As such, your video ads need to be optimized for mobile. This includes using the proper format (vertical or square) and including captions to communicate your message without sound. Also, your audience’s attention span is short — keep it concise. ## Pros and Cons of Native Video Ads Pros Cons Seamless integration Creative limitations when aligning to a specific platform Higher engagement rates than other ad formats Might be overlooked (don’t blend in too well) Allows for better targeting Creating videos can be time-consuming Authenticity builds brand trust Potential risks if audience feels misled or deceived Can be adapted to multiple platforms ## Common Mistakes With Native Video Ads Common mistakes can lead to reduced engagement and ineffective native-video ad campaigns. Here are some errors to avoid: ### Not Blending With the Platform Video ads are highly effective when they match the style and tone of the platform, whether it's YouTube, Instagram, or Facebook. If you don’t make an effort to blend your videos with user-generated content, you’ll struggle to generate high click-through and conversion rates. ### Too Focused on the Sale Native video ads that don’t include a story can come across as a sales pitch. Sales-based ads are much less likely to resonate with their audience and could be considered pushy or annoying. ### Not Optimized for Mobile Imagine viewing a horizontal video on an Instagram reel or a vertical video on YouTube — most would skip right past it. Approximately two billion people use their mobile devices to access Instagram. If your videos are not optimized for mobile, there’s a good chance they won’t reach their intended audience. ### No Clear Call to Action (CTA) Many ineffective video ads lack a call to action (CTA). But your audience needs to know what the next steps are after they've finished watching. Your CTA doesn’t have to be overt. There are many subtle ways to nudge your audience toward your goal. One example would be to include a visual cue, such as a shot of a person taking the action you want your audience to follow. Or, rather than asking your audience to commit, you could encourage their curiosity by asking them a question that causes them to reflect on their own challenges. For example, a video ad for Zapier, a workflow automation platform, could ask the viewer, “What would you do with more time and less stress?” ## Native Video Ads vs. Pre-roll Ads A pre-roll ad is a video advertisement that plays before the regular content on platforms such as YouTube, Netflix, or Amazon Prime Video. To the untrained eye, it may be challenging to discern between native video and pre-roll video ads. However, there are a few key differences. The biggest difference is the ability for people to choose, or not have a choice in, consuming them. Pre-roll video ads act as a barrier to the content the person is trying to consume, as they are forced to watch at least part of the video before they can proceed. Native videos, on the other hand, present the option to simply keep scrolling without any disruption or barrier to the desired user experience. Native video ads are more effective than pre-roll because they are less interruptive, are more targeted in their placement, and integrate more seamlessly within the content. While more recent reporting would be welcome, a 2013 Nielsen case study confirmed as much in an 82% brand lift among users exposed to native video vs. pre-roll ads. ## Key Takeaways When done correctly, native video ads can be very effective, leading to higher click-through rates, longer viewing times, and increased conversions. Seamless integration of your videos and impactful storytelling can also help you build trust with your audience and boost brand awareness. Remember to avoid common mistakes, such as not blending with the style and tone of the platform on which you are running your ads, not optimizing your ads for mobile, or failing to include a clear call to action. ## Frequently Asked Questions (FAQs) ### How does native advertising apply to social media? Sponsored videos, story ads, interactive video ads, and influencer partnerships can be highly effective on various social media platforms if the ads match the look and feel of the platform's regular content. ### What is the difference between native video and regular video ads? Native ads are platform-specific (e.g., Instagram, Facebook) and are designed to blend seamlessly into the regular content feed. Regular video ads are not integrated with the content and often interrupt the audience’s viewing experience. An example would be an ad you are forced to watch before a YouTube video or on a streaming channel such as Netflix. ### What is the difference between native ads and display ads? Display ads are usually static images displayed as banners on a website. They may be placed in various locations on the webpage, including in the header or footer sections, sidebar, or in the middle of the content. Native ads, on the other hand, blend in with the content and are less disruptive. --- ### Financial Services Marketing: Characteristics, Challenges, Strategies URL: https://www.taboola.com/marketing-hub/finance-marketer-data/ Last Modified: 2025-07-27 07:25:01 In the dynamic and often complex world of financial services, the strategic use of data has become an indispensable asset for marketers. This field requires a nuanced understanding of consumer behavior, market trends, and regulatory compliance, all of which can be profoundly influenced and optimized through effective data utilization. Exploring how financial marketers leverage various data points—from customer demographics and transactional histories to campaign performance metrics—is crucial for developing targeted strategies, personalizing customer experiences, and ultimately driving measurable growth in a highly competitive industry. ## What Is Financial Services Marketing? Financial services marketing involves the specialized promotion of intangible financial products and services, such as banking, investments, insurance, wealth management, and fintech solutions, to targeted audiences. Unlike marketing tangible goods, it uniquely emphasizes building trust and credibility, which are paramount given the direct impact financial decisions have on customers' well-being. ## What Differentiates Financial Services Marketing? Two things differentiate financial services marketing from other industries: trust and compliance. Financial services companies — banks, insurance companies, fintechs, etc .— must earn a higher degree of trust with their clients than other industries. After all, the decisions made by a bank or investment firm can directly impact its customer's financial well-being. Marketers play a key role in establishing that trust. The financial services sector is also subject to more regulatory compliance than other industries. This means that marketers must navigate the many complications that come with that. For example, most product advertising must include lengthy legal disclosures, and strict privacy rules must be followed when obtaining customer consent. ## Why Does the Financial Services Industry Need Financial Services Marketing? The financial services industry is crowded, with thousands of national and regional banks, credit unions, credit card issuers, online brokers, wealth advisors, robo-advisors, and fintechs all looking to grow their market share. Because of this, financial services marketers that can build trust and stand out while navigating the restrictive regulatory environment should be in high demand. ## Challenges in Financial Services Marketing Being a marketer is a tough job. In every industry, businesses struggle to understand what their clients want. As a financial services marketer, you must be prepared to meet the following challenges. ### Highly Competitive Industry The U.S. financial services industry is massive, making it particularly challenging for financial services marketers to stand out. It employs nine million people and accounts for 8% of gross domestic product (GDP) in the U.S., according to the Securities Industry and Financial Markets Association (SIFMA). The competitive landscape continues to evolve, with traditional banks and credit unions having to contend with thousands of financial technology companies (fintechs), not just each other. Fintechs use the latest technology to deliver financial products and services through digital channels. This appeals to consumers — over 60% say they would prefer to open a bank account online. ### Highly Regulated Industry Almost all industries have to deal with regulation, but the financial services industry is more highly regulated than most. While these rules are in place to protect consumers and the economy, it can be more challenging for financial services providers to market to their customers. For example, the Dodd-Frank Act places limitations on cross-selling practices. This includes tying restrictions, which prevent banks from requiring customers to obtain additional products and services as a condition of credit. In addition, privacy rules limit the amount of customer information shared among various business channels of the same financial institution. This regulation makes a marketer’s job more complex, and the penalties can be severe if rules are not followed. One only has to look at the recent $3 billion fine levied against TD Bank for failing to prevent money laundering. ### Commoditization As a result of increased competition and regulation, many financial products have become commodities. In other words, pricing and features become standardized, and there is little that separates one brand’s product from another. This is true of everything from credit cards and mortgages to bank accounts and investment funds. Marketers must focus on less tangible aspects, such as customer service, brand identity, or how their products make customers feel. ### Achieving Brand Consistency Financial services companies tend to operate in silos. In other words, various product lines — e.g., day-to-day banking, credit cards, mortgages, and investments — are managed by entirely different teams. This is partly due to industry regulations, but it can lead to less collaboration, inefficiencies, and marketing initiatives not aligned with the company's broader objectives. Financial service marketers must break through these silos and achieve brand consistency by leveraging the available data, encouraging dialogue between work groups, and creating an environment that welcomes feedback at all levels. ### Declining Customer Trust According to J.D. Powers 2024 U.S. Retail Banking Satisfaction Study, consumers' trust in retail banks has faded, declining for a second consecutive year. There were several causes, including bank errors, branch closures, and negative news surrounding abysmal banking practices. The problem is that trust is closely tied to reputation; once a company’s reputation is damaged, the marketer is fighting an uphill battle. To rebuild trust, you must provide excellent customer service and be open and transparent when communicating with customers. Of course, given how much business is now done online, building social proof is another area where marketers can restore customer confidence. ## Best Marketing Strategies for Financial Services ### Build a Unique Culture Marketers must create a unique culture in saturated markets, such as financial services, to differentiate their products. After all, checking and savings accounts from most financial institutions are interchangeable. Pricing and features are almost identical. The same goes for car loans and mortgages. What does a unique culture look like? Take American Express, for example. If you only look at its features and pricing, you could say it’s just another credit card company. However, by providing exclusive experiences through its private lounges, events, and rewards, it has created a prestigious culture that appeals to its target clients. ### Identify Your Ideal Client Many businesses try to be all things to all people, but it’s not an effective way to market your products and services. Walmart is one company that understands this. It knows its target clients are price-conscious, low-to-middle-income families looking for convenience, so it focuses on providing value, strong customer service, and one-stop shopping. It isn’t wasting marketing dollars chasing affluent shoppers looking for an upscale, personalized shopping experience. This is also true in financial services. Robinhood, a low-cost online brokerage, targets young Millennials and Gen Zers just starting to invest. Its platform lacks many features that more experienced investors, including active traders, seek, such as advanced market research tools and a wide range of investment products. If Robinhood attempted to cater to every type of investor, its platform costs would rise, forcing it to increase its prices and, in all likelihood, drive away its ideal client. You can find your ideal customer by defining your niche. Also, analyze your existing clients to determine which ones are the most profitable or loyal. Study their demographics, patterns, and behaviors. Find ways to engage with your clients and test different audiences using small, targeted marketing campaigns. Find out which groups respond the most to your offers. And, of course, remember to be flexible and question your assumptions. ### Use an Omnichannel Strategy Your business might be highly regulated and operate in silos, but you can get past this by creating a unified customer experience across all channels. This approach requires coordination from various in-person, telephone, online, and social media platforms. You also have to be able to analyze the data gathered to create an effective strategy. A financial institution that uses multiple channels effectively will enable customers to initiate a mortgage application in person, over the phone, and on its website or mobile app. For example, a prospective customer might use a bank’s online calculator to estimate a mortgage payment or check current mortgage rates. This could initiate a marketing email ### Make It Easy for the Customer One of the reasons such digital banks as Ally, Discover, and SoFi have become so popular is that they make it super easy for customers to find and buy their products. These companies have removed the friction from banking. You can open a checking or high-interest savings account online in minutes, conduct your banking on a slick mobile app, and access thousands of fee-free ATMs nationwide. The same goes for your investments. Gone are the days when you had to call your local branch, book an in-person appointment, and sign your life away to open a bank account. As a financial services marketer, you must find ways to make it easy for customers to deal with you and then sell them on the experience. ## Building Better Financial Services Ads Creative When creating ads for financial services, there are several key strategies to keep in mind. First, keep it optimistic by highlighting how your products and services can contribute to a consumer's financial growth. You should also highlight convenience and affordability, emphasizing that customers can get started on their own terms, from home, and without prior experience. On landing pages, it’s important to make an impact above the fold by using a large background image with a shadow to make text and call-to-action buttons more prominent. Finally, motivate consumers to succeed by using aspirational visuals of people enjoying their financial success, such as on vacation or in retirement. ## Key Takeaways The U.S. financial services industry is a highly competitive and strictly regulated industry comprising thousands of businesses. Financial services marketers must know how to deal with these unique challenges to succeed. It takes a collaborative approach to break down the silos between work groups and identify a target market, and build trust with clients. ## Frequently Asked Questions (FAQs) ### What is the role of a marketing manager in financial aervices? A financial services marketing manager is responsible for developing and executing a financial institution's marketing strategies. This may involve overseeing marketing initiatives for various business channels, such as day-to-day banking, mortgage lending, investments, etc. The manager must be able to create persuasive content, analyze and interpret market research data, and collaborate effectively with business partners. ### Why is marketing important for financial services companies? Effective marketing enables financial services companies to build trust with existing and prospective customers. Trust is paramount in an industry where you ask your target audience for permission to help them manage their money. ### What is online marketing of financial services? Financial services companies can build customer relationships online by leveraging social media platforms such as Facebook, Instagram, and LinkedIn; employing search engine optimization (SEO); using content marketing through blog posts and videos; and analyzing data to develop targeted ads. --- ### Branded Content Examples: Effective Campaigns that Engage Audiences URL: https://www.taboola.com/marketing-hub/4-elements-of-an-amazing-branded-content-piece/ Last Modified: 2025-02-02 06:55:42 One way to raise brand awareness and create interest in your products and services is to use branded content. Branded content is a paid strategy designed to reach audiences through media creation. Let’s take a closer look at branded content and some examples of it. ## What Is Branded Content and Is It Right for Your Business? When you use branded content as part of your strategy, you pay others to create content using some type of media platform. It also doesn’t have to be created by someone else. You can host your own branded content, although you might pay others to produce it. Branded content can include paying an influencer to create content around your brand or creating a podcast that uses your brand. Branded content can be a way to reach new audiences. It’s not usually designed specifically for sales, although it can get people into your funnel. Instead, the goal is often to raise brand or product awareness at a lower-funnel level. About 31% of brands use branded content to increase product consideration, while 29% use it to drive sales. If you’re trying to bring more attention to your product or service, and you have the budget for it, branded content might be one way to get new potential customers to engage. ## Branded Content Examples Branded content should be entertaining and interesting, and speak to the shared interests of the audience. Here are some examples of branded content. ### Mattel: Barbie Movie Partnerships Type of content: Social media posts Ahead of the 2023 release of the Barbie movie, Mattel had more than 100 partnerships with various brands. One of the biggest campaigns was a branded content strategy on Instagram. Mattel got different accounts to create content around Barbie and the movie and share. This approach worked well because Mattel could flood Instagram with branded content based on Barbie. Some partners offered giveaways, which drummed up more interest. Barbie grossed more than $1 billion worldwide, and part of that was attributed to how Mattel deluged social media with branded content partnerships. However, you don’t need Mattel’s huge budget to have a successful campaign. Look for others that align with your brand and products, and they can create content that appeals to their audience and raise awareness. ### Zelle: Explainer Series on Scams Type of content: Website Person-to-person payment bank app Zelle partnered with Vox to create branded content around scams. The series, The Science Behind Scams, was a separate website that included videos and quizzes designed to educate people about scams in an entertaining and relatable way. This branded content provided useful and actionable content while building trust in Zelle’s brand. If you have useful knowledge to share, branded content can help you get the word out and show your audience that you’re a viable resource. ### Red Bull: Adventure Videos Type of content: YouTube videos Rather than have others create content and host it on their own sites, Red Bull has creators participate in making videos and then host them on the Red Bull YouTube channel. The videos aren’t sales, nor is there product placement. In fact, the videos just look like regular adventure videos. Red Bull does well to host these videos featuring interesting people and locations. It gets people to their YouTube channel, where they can see more videos in the series, be directed to Red Bull TV, or go to the Red Bill Twitch channel. This content is designed to get people into the Red Bull ecosystem and associate the brand with adventure sports. Consider your brand perception and how you can collaborate with others to create engaging content that reinforces the feel of your brand. ### Honda: Battle of the Bands Type of content: Event, docuseries Honda partners with Historically Black Colleges and Universities (HBCUs) to put on an event designed to bring excitement and awareness to HBCU marching bands. You can buy tickets, watch bands from different schools and participate in a rich tradition. In addition to the event, Honda has a website and even created a docuseries dedicated to the Battle of the Bands and the legacy of HBCUs. This branded content positions Honda as a supporter of the arts and connects the brand to a community of potentially loyal customers. ### Knorr: Yummy Ks Type of content: TikTok videos Knorr put together a partnership with Matty Matheson, a chef and cast member on the popular show The Bear, to promote its in-person takeout location in Toronto, Yummy Ks. The TikTok video features Matheson visiting Yummy Ks and talking about it. The location is designed to highlight the recipes that people can make with Knorr products. In fact, not only did Matheson share on TikTok, but he also helped develop the menu at the takeout place, and Knorr shared the recipes and provided the food in branded packaging. This branded content was designed to bring Knorr to relevance to a younger generation. Knorr’s research indicated that younger consumers are more likely to look for recipes on social media, and this campaign was designed to encourage connection with a new audience and encourage them to make simple foods with recipe starters from Knorr. If you can find a pain point for an audience and offer something simple to solve the problem through branded content, it’s one way to create a lifetime connection. ### Dove: #showus Type of content: User-generated social media In 2019, Dove’s popular #showus campaign encouraged user-generated content with a specific hashtag. The branded content tapped into a movement against traditional beauty standards for women-identifying and non-binary people. Dove also created videos featuring some of those who shared. However, the real marketing genius was in how many people shared their own photos with the hashtag, creating a connection to the brand and raising awareness. Users created the content on their own, contributing to a successful movement as well as a marketing campaign. If you can inspire users to create content around your brand, and you have a hashtag or handle they can use for a cohesive effort, you could potentially raise awareness of who you are and connect yourself to a movement. ## Mistakes to Avoid When Creating Branded Content When creating branded content, it’s important to focus and be clear about what you’re doing. You also want to avoid common mistakes that can lead to failure: - Setting up the brand as the hero: Pushing the brand as some type of hero is a good way to turn people off. The focus should be on the creators or the subjects. Red Bull and Honda do this well, positioning others as the main people to watch, with minimal mention of the brand or what the brand is doing. - Being overly promotional: Don’t be too salesly or promotional in branded content. The idea of branded content is for people to engage with the content without suffering through a sales pitch. Even though the Knorr and Barbie content was branded, the focus was more on what you could get — recipes and food, or a giveaway of products. - Failure to research: Research which partnerships make the most sense for you. Find out what the audience is most interested in and their issues. Zelle created branded content with Vox to solve the pain point of scams. They know what the Vox audience is interested in and created something useful. - Focus on format over story: Don’t get stuck on video versus Instagram post. Instead, think about the story. There should be a narrative you want to tell. Choose a format that fits the narrative. ## The Future of Branded Content: Trends to Watch If you decide to implement a branded content strategy, it’s important to pay attention to trends. What worked in the past might not be the way forward in the coming years. Some of the biggest trends to consider when creating branded content include: - Micro-moments: As attention spans shrink, branded content is likely to focus on short, punchy content that captures the small moments. For example, attention spans have dropped to less than a minute from more than two minutes 10 years ago. Shorter content that gets to the point and is immediately entertaining is more likely to engage and connect with audiences. - Long-form video: It seems contradictory, but long-form is also seeing a resurgence. Even TikTok has been lengthening its available videos and Reels can be longer. However, the content will need to be engaging and useful. Micro-moments can snag attention and entertain, but the longer videos will provide a way to gain trust through providing useful information. - Authenticity: Rather than being airbrushed and perfect, look for imperfect, authentic content. This authenticity, even if it contains “mistakes” is likely to build trust, especially if you focus on user-generated content. - Personalization: Branded content will look like it was meant for you, catering to your interests and values. When you create branded content, make sure you understand the data behind why people in the audience make their choices so that the content seems personal. ## Key Takeaways Branded content can be a way to reach new audiences and help them feel connected to you. It’s not meant to be overly promotional, but it can serve as a way to raise brand awareness and get people into your funnel. ## Frequently Asked Questions (FAQs) ### Do I need to use an agency to produce branded content? No, you don’t need an agency to produce branded content. You can produce it on your own, or create a user-generated campaign that encourages others to participate. ### What is the average ROI of branded content? It’s hard to gauge the overall ROI of branded content, but using influencers can be one strategy. Influencer marketing offers a ROI of $5.78 for every dollar spent. --- ### Brand Awareness: What It Is, Why It Matters, Benefits URL: https://www.taboola.com/marketing-hub/importance-of-brand-awareness/ Last Modified: 2025-05-20 08:52:10 Brand awareness is a measure of how much audiences recognize and remember your business. The higher the level of brand awareness you can generate, the more potential customers will be familiar with your brand, logo, messaging, and products. Marketers know that they need to build brand awareness. According to the US-based Content Marketing Institute, building brand awareness has been a top goal for B2C and B2B marketers for years. ## Why is Brand Awareness Important? Brand awareness helps keep your brand top-of-mind with your audience. If people know your brand, they can become familiar and comfortable with it. Then, when faced with a decision to buy from you or your competitor, they are more likely to buy from you. Here are several functions in which brand awareness will make your business succeed and grow: - Recognition and trust: Awareness paves the way for customer trust and loyalty. A trusted name stands out in crowded markets. - Competitive advantage: If consumers instinctively recognize your brand, you stand a better chance of capturing their attention and driving sales — even if your competitors have similar offerings. - Long-Term Business Growth: When people identify with your brand values, they are more likely to stick with you, making your marketing more efficient in the long run. ## The Different Levels of Brand Awareness Some brands are better known than others. For example, most people would probably recognize that Puma is a brand of athletic shoe, but if someone were to ask you to name one type of sneaker, chances are that Puma would not be the first to leap to mind. On the other hand, there are brands like Coca-Cola, which are not only universally recognizable but are also likely to be the first thing that people think of when they think of a soft drink. Basically, there are three tiers of brand awareness, ranked here in increasing levels of awareness: ### Brand Recognition At the most basic level, brand recognition refers to customers’ ability to identify a brand based on visual or auditory cues, like a logo, color scheme, or tagline. They may not know much about the brand’s offerings, but they recognize it when they see or hear it. ### Brand Recall Moving a step further, brand recall means consumers can think of your brand unprompted when presented with a product category. For instance, when asked to name a fast casual restaurant, if a person says “Chipotle,” it shows that Chipotle has strong brand recall. ### Top-of-Mind Awareness This is the pinnacle of brand awareness. If your brand is the very first that comes to mind within its category, you enjoy top-of-mind awareness. When people think of a need (e.g., “I need a new smartphone”), if they instantly think of your brand, you’ve achieved top-of-mind status. ## The Advantages of Brand Awareness Beyond the reasons listed above, there are many benefits to improving brand awareness and investing in awareness strategies to boost your business and diversify your marketing operation. Let's take a look: ### Increase Market Share and Sales Brand awareness is often the first step to driving performance-marketing goals, such as leads and sales. Make people more aware of your brand — especially by targeting relevant, high-quality audiences — and you increase your chances of generating conversions and dominating your market. Here are three brand awareness examples to illustrate how brand awareness affects sales. - Shoes of Prey Increases Sales by 300% Women's shoe company Shoes of Prey wanted to build brand awareness and reach new audiences. The retailer tapped YouTube influencer and beauty vlogger Blair Fowler to host a giveaway on her channel and help spread the word. The video generated 750,000 views, 15,000 comments, and coverage from publications such as The Wall Street Journal and Business Insider. Crucially, thanks to this influencer partnership, Shoes of Prey increased its sales by 300%. - Boxed.com Drives Over 1,400 Sales After receiving media coverage on The Today Show, e-commerce site Boxed.com wanted to ride this wave of attention and increase brand awareness online. Boxed worked with Taboola Performance Marketing platform to promote its TV clip through native advertising. As a result, the brand drove over 1,400 sales and saw a 3.18% increase in conversions, just from that one piece of content. As this brand awareness case study shows, if Boxed hadn't taken this opportunity to invest in brand awareness, it risked limiting its reach and missing out on a big pool of new customers. - Ralph Lauren Increases Sales by 18% Fashion brand Ralph Lauren wanted to build brand awareness among global millennial audiences for its 50th anniversary collections. The brand worked with Instagram and Facebook to launch in-feed video ads and Instagram Stories showcasing its products. Not only did Ralph Lauren drive brand awareness in markets across the world, but the brand also increased online sales by 18% and saw a 7.1-fold return on ad spend. Explore more successful brand awareness case studies here. ### Scale in New Places You can use brand awareness campaigns with the crafted to scale your content and messaging across new channels—reaching new audiences and feeding the top of the funnel from a variety of platforms. You can do this either organically, or through paid channel with a branded content strategy. Say you're active on social media. You might try supplementing your social outreach with search advertising and SEO. Or, you might try launching sponsored social posts that promote your products and messaging to target audiences. Twitter, for example, provides an 'awareness campaign' template you can use to target your preferred audience. Alternatively, if you've hit a wall with the Facebook/Google duopoly and are looking to reach new audiences, you can use native advertising to find millions of readers and video viewers on the open web. You can also reach entirely new audiences by using strategies such as influencer marketing and guest posting. These strategies allow you to tap into someone else's owned audience in exchange for content that you create, payments, or free products. Remember also to keep your eye out for new channels that you can tap into early on. Five years ago, for example, podcasting burst onto the scene, and major brands, such as GE, Marriott, and IBM, quickly launched their own branded series. Right now, technologies like virtual reality and augmented reality are still gaining traction among brands and audiences, and providing opportunities for experimentation with awareness campaigns. Ultimately, investing in brand awareness will open doors for your business that you never knew existed. And, it can expose you to channels and audiences with the power to re-energize your marketing operation. ### Improve Brand Perception Brand awareness campaigns don't just help more people know about your business; they can also change how people think about your business — contributing to overall brand affinity and brand loyalty. Mitsubishi UFJ Financial Group, for example, wanted to build brand awareness and improve brand perception among global business leaders outside of Japan. To this end, the company launched a LinkedIn campaign of content. This drove a 12% increase in brand familiarity among Hong Kong and Singapore audiences, and a 7% increase in familiarity among US audiences. Similarly, the Dominican Republic Ministry of Tourism wanted to improve brand favorability among U.S. travelers. So the brand partnered with Taboola to launch a promotional video campaign across its publisher network. The result was an 18.9% increase in brand favorability—17.7 points higher than the industry average. ### Acquire Audience Data By casting a wide net with a brand-awareness campaign, you can collect a valuable set of data about your audience and potential buyers. With these insights at your fingertips, you can create unique audience segments, devise retargeting strategies, and optimize for future campaigns. According to a study by Accenture, 91% of consumers are more likely to buy from brands that offer personalized recommendations. A study from Segment also found that 49% of customers made spontaneous purchases after receiving personalized recommendations. Brands can provide these personalized, targeted experiences with data they gather from brand-awareness campaigns. Amazon, for example, famously uses customer data to provide relevant and customized product recommendations to online shoppers. Brand awareness data is also critical for launching retargeting campaigns. Celebrity Cruises, for example, launched a brand-awareness video campaign on Facebook to promote the redesign of its ships. The cruise line then retargeted only people who watched the video with a new campaign directing them to the company's landing page. As a result of this optimization, Celebrity Cruises saw a 23-fold return on ad spend. With a lack of brand awareness data, you could miss out on crucial audience interests and behaviors. And you risk wasting your budget on inefficient strategies and misguided brand awareness objectives. ## Effective Brand Awareness Strategies Building brand awareness can be tough, especially when you’re fighting for customer attention across saturated platforms. That’s why it’s important to understand how to create brand awareness with a range of proven strategies. To start, you can use these foundational tactics to build your brand awareness campaigns: ### Make Marketing a Key Player in Brand Strategy In today’s retail landscape, your content marketing strategy can be as important as your products. Publishing high-quality, value-driven content—blog posts, videos, podcasts, or infographics—helps showcase your brand’s expertise. Consumers who learn from your content are more likely to remember and trust you. ### Start a Referral Program You can start a referral program to help turn loyal customers into advocates and build brand awareness through word of mouth — one of the most powerful and effective awareness strategies. Not only can referral programs help you reach new customers, they can also build affinity and nurture relationships with your existing, most valuable customers by mobilizing them to become trusted ambassadors on behalf of your brand. In fact, you might even incentivize loyal and repeat customers to join your referral program by offering discounts, rewards, and exclusive access to new products or content. ### Improve Your SEO One of the best ways to build awareness is by boosting your search results rankings. This way, when potential customers query with relevant keywords, your content and landing pages can surface to meet them — driving new traffic to your site and attention for your brand. That’s where search engine optimization (SEO) tactics can help. If you’re looking to improve your ranking on Google and Bing, for example, consider implementing these SEO strategies: - Conduct keyword research: Discover which keywords are most relevant to your target audiences. Focus on keywords with high potential engagement and low competition among other brands in your industry. - Build high-quality content around those keywords: For example, you might incorporate keywords into the headline, body, and visual metadata of your blog posts, making them easier for search engines to discover. - Continue to optimize keywords: Customer preferences and behaviors are always changing. So remember to frequently conduct keyword research and update your content and landing pages accordingly. ## The Role of Social Media in Building Brand Awareness Social media platforms like Facebook, Instagram, LinkedIn, and TikTok can significantly amplify your brand’s reach. They allow you to: - Engage directly with your audience. - Share engaging content. - Run targeted campaigns. - Collaborate with influencers. When done effectively, social media activity can significantly boost your visibility, drive traffic to your website, and help potential customers recall your brand more easily. Here are some concrete steps you can take to boost your social media influence. ### Run Facebook and Instagram Ads Beyond the posts you make to Facebook and Instagram, ad placements on these platforms allow you to target specific audiences based on their preferences, which helps them discover your products that match what they like. You might use a lookalike audiences feature, for instance, to target people who are similar to your most valuable customers, increasing the likelihood that they’ll engage with your posts. ### Partner with Influencers Use influencer marketing to access niche, existing communities of engaged followers. After all, these influencers have already earned the trust and attention of their followers. For example, if you run a cosmetics brand, you might tap influencers to review your newest face cream and invite their followers to make a purchase with a custom discount link. ### Incentivize Client Reviews Highlight customer reviews and success stories by placing them on your landing pages and even in your ads. ### Interact with Followers Improve social media engagement by frequently and directly interacting with your followers. That is, don’t just blast out vague messages to the masses; have someone on-call to respond to questions and concerns and provide personalized feedback. ## Measuring the Impact of Brand Awareness While brand awareness can be somewhat intangible, there are several key performance indicators (KPIs) and methods you can use to gauge its impact: ### Branded Search Volume Branded search volume refers to the number of times a brand name is searched for over a specific period of time. How to Measure Branded Search Volume: Google Analytics 4 is one of the most commonly-used brand awareness tools to measure search volume, providing valuable insights into user behaviors and website engagement. Additionally, advertisers can use other keyword research tools like Google Trends, Google Keyword Planner, Moz Keyword Explorer, and SEMrush to identify search volume trends and keyword performance. ### Share of Voice Share of voice measures how much a brand is being discussed as compared to its competitors, expressed as a percentage. You calculate it by dividing the number of mentions or impressions of your brand by the total number of mentions or impressions for all competing brands within a specific time period. You will want to do an apples-to-apples comparison by searching how your brand measures up within specific segments, such as social media mentions, backlinks to your product page, or search volume. For example, if 37% of all Instagram hashtag mentions of lipstick brands within a 12-month period refer specifically to Revlon, then Revlon’s share of voice for those parameters (mentions as a percentage of all brands mentioned over a 12-month period) is 37%. Content marketing products such as Semrush, Sprout Social, Hootsuite and Ahrefs allow you to calculate share of voice within particular segments. ### Earned Media Value Earned media value (EMV) is the estimated monetary value of exposure a brand receives from organic mentions or shares on third-party sites, social media, or traditional media. “Exposure” is a broad term, so this is usually segmented to make it easier to track and compare. The formula for EMV is as follows: EMV = Impressions in terms of 1000s x CPM For example, let’s say you received 20,000 impressions from a campaign and your CPM (“cost per mille,” or cost per thousand impressions) is $5. Then your total EMV for that campaign is 20,000/1000x5=$100. As with Share of Voice, there is no single set of data that is universally agreed upon as the definitive EMV. But you can track it based on your own parameters from data gathered from such products as Semrush, Sprout Social, Hootsuite and Ahrefs. ## Brand Awareness Examples ### Coca-Cola Known for its iconic red can design and memorable campaigns, Coca-Cola has maintained strong global brand awareness through consistent messaging and emotional storytelling. One of its most famous brand awareness initiatives was the “Share a Coke” campaign, launched in 2011, wherein the company printed common first names printed on the label (John, Betty, etc.), the idea being that it would be a nice social gesture to give people Coke with their own name on it. ### Nike Its trademarked “Just Do It” slogan, coined in 1988, and the swoosh logo are recognized worldwide. Nike uses celebrity endorsements, social media campaigns, and consistent brand visuals to stay top-of-mind. ### Airbnb Through its “Belong Anywhere” campaign, user-generated content, and community-driven branding, Airbnb has effectively increased global awareness, even among travelers who have never used the platform. ## Harnessing the Power of Brand Awareness Brand awareness serves several functions in helping a business succeed and grow, including increasing recognition and trust, giving your brand a competitive advantage, and improving long-term business growth. Be sure to know what you’re measuring: KPIs include search volume, Earned Media Value (EMV), and voice share. It’s also important to remember that when you are devising a social media strategy to increase brand awareness, you shouldn’t limit yourself to posts. Consider running ads on Facebook and Instagram, partnering with influencers, and incorporating customer reviews into your marketing. ## Frequently Asked Questions (FAQs): ### How is brand awareness different from brand recognition or brand recall? Brand awareness encompasses how familiar people are with your brand’s identity and offerings. Brand recognition means customers can identify the brand when presented with visual or auditory cues—like a logo or jingle. Brand recall, on the other hand, means customers can name the brand unprompted when asked about a product or service category. ### What is aided vs. unaided brand awareness? - Aided Brand Awareness: This is when respondents are given prompts or cues (like showing them a list of brand names or logos) to identify which they recognize. - Unaided Brand Awareness: This is when respondents are asked about a category, and they spontaneously name brands without being given any hints or options. ### What is the point of building brand awareness? Building brand awareness helps your business stand out in a crowded marketplace. When consumers are aware of your brand, they’re more likely to choose it over competitors, recommend it to others, and remain loyal over time. A strong brand awareness strategy fosters trust, credibility, and emotional connections — factors that ultimately lead to sustained growth and profitability. --- ### Customer Acquisition Cost (CAC): How to Calculate and Optimize It URL: https://www.taboola.com/marketing-hub/calculate-customer-acquisition-cost/ Last Modified: 2025-06-16 08:04:36 ## What is Customer Acquisition Cost? Marketing metrics can vary by industry or company size, but there are some foundational metrics that all businesses should track. One of these is customer acquisition cost, or customer acquisition cost. Customer acquisition cost is the amount of money it costs a business to acquire a paying customer. One purchase from a customer, no matter the size, means they can now be factored into the business’s overall customer acquisition cost calculations. When it comes to customer acquisition cost, lower is better — a good customer acquisition cost ratio is generally considered 3:1 or 4:1 to customer lifetime value (CLV). That means a customer is bringing in either three or four times the amount the company spent to acquire them. This might sound like a lot of math to deal with, but don’t worry, I’ll break down how to calculate customer acquisition cost in simple steps below. ## Why is Customer Acquisition Cost Important? Tracking customer acquisition costs can help guide a broader marketing strategy that doesn’t entirely rely on high-cost tactics to acquire new customers. Taking a careful look at customer acquisition cost on an ongoing basis can help you avoid common mistakes, such as spending too much on acquiring a big-name customer that ultimately won’t add much to your bottom line. In simple terms, imagine what would happen if you spent $10 to acquire one paying customer who only bought $7 worth of items from your business. That type of cost adds up quickly over multiple customers. If you see that your customer acquisition cost is increasing over time, you’re likely spending more on acquisition but not gaining a proportional number of new paying customers. Or, your spend might be steady, but new customers aren’t purchasing products or services at the same rate or price point that they once were. Both instances need further investigation so that you can tweak your strategy and get back on track. ## How to Calculate Customer Acquisition Cost The basic formula for calculating customer acquisition cost is to add up the amount you spent on your marketing campaign and divide that by the number of customers you acquire, which looks like this: Marketing Spend ÷ Number of New Customers = customer acquisition cost For example, you spend $3,000 on marketing efforts that bring traffic to your site. If you acquire 1,000 new paying customers from this campaign, your customer acquisition cost would be $3. This formula, though, lacks the full picture of marketing spend. Calculating your true customer acquisition cost is not this simple, but it’s not that much more complicated, either. All you need to do is think a little bigger and factor in all the other costs that are part of doing business. The real formula is: Total Acquisition Spend ÷ Number of New Customers = Customer Acquisition Cost ## Understanding Which Costs Make Up the customer acquisition cost Formula When you’re getting started figuring out how to calculate customer acquisition cost, you’ll want to consider all the costs involved from the marketing and sales departments. This is much broader than just the costs of a single marketing campaign. This formula takes into account this nuance: (Cost of Sales + Cost of Marketing) ÷ Number of New Customers = Customer Acquisition Cost For instance, let’s assume your company invested $500,000 in sales and $300,000 in marketing last quarter, yielding 800 new customers. The customer acquisition cost would be ($500,000 + $300,000) ÷ 800 = $1,000 The true customer acquisition cost calculation should include all the expenses associated with marketing and sales, such as ad spend, program costs, commissions, bonuses, and overhead expenses such as software costs. These expenses will vary by industry and organization, but often include: ### Total marketing spend Campaign budget, plus the cost of content and graphics, marketing tools, etc. ### Total sales costs Sales or affiliate commissions, strategic partnerships, etc. ### Total support costs Customer service, tech support, etc. ### Total overhead expenses Office or warehouse space, equipment, online servers, etc. There are also instances when you might want to consider the “fully loaded customer acquisition cost,” a number that includes salaries for anyone else who might be involved during the customer acquisition phase. Then there are two more factors to consider: The length of your sales cycle and whether your customers are one-time or repeat buyers. Most B2C companies have cycles that last a few days and may or may not have returning customers. B2B brands could have a cycle of several months with customers paying for services for years. ## Related Metrics to Use With customer acquisition cost Other metrics you should know when you’re measuring your marketing efforts include CPA, CLV, LTV, CRO, gross margin, return on ad spend, and sales efficiency. ### CPA CPA, or cost per acquisition, refers to the amount of money that’s spent on getting a customer in the door. That doesn’t have to be a purchase, but can include a newsletter signup, a lead, a social media follower, or registration for a free account. CPA’s key difference from customer acquisition cost is that there’s no purchase made. ### CLV To put your customer acquisition cost into perspective, you’ll also want to understand CLV, or customer lifetime value. Determining your CLV will tell you how much a customer is worth to your business over their lifetime. It will help you to understand if your acquisition costs are on the right track. If you find that your customer acquisition cost is higher than your CLV, that’s a red flag. A ratio of customer acquisition cost to CLV of 3:1 or higher ensures that the revenue generated from a customer is greater than the cost of acquiring them. Here are the metrics you’ll need to calculate your CLV, and the formulas: - Average Order Value (AOV) = Total Revenue ÷ Number of Orders - Purchase Frequency (F) = Number of Orders ÷ Unique Customers - Customer Value (CV) = AOV x F - Customer’s Average Lifespan = 1 ÷ Churn Rate Percentage Take all those values and put them into the CLV formula: CV x Customer’s Average Lifespan = CLV CLV is often considered the same as LTV, or lifetime value, though some companies may use CLV to refer to lifetime value for an individual account and LTV as the average CLV across all customers. ### CRO In addition, get to know conversion rate optimization (CRO). Lowering the cost of customer acquisition includes many tactics, and one essential one can be optimizing your company’s website for more conversions. A website should be mobile-friendly, with copy tested for clarity and a touchless sales process so visitors can buy any time. Also take into account gross margin, return on ad spend, and sales efficiency to gauge how your marketing efforts are working. ## customer acquisition cost in Practice: Real-World Examples Let’s take a look at how this would play out for two different types of companies and how each would calculate their customer acquisition costs. ### Scenario 1: A B2C E-Commerce Company You work for an e-commerce company that sells products to customers for $100 each. Each product costs you $50, so you add a 100% markup, enabling you to earn a profit of $50 per item. In one month, you spend $3,000 to bring traffic to your site, and this effort earns you 300 new paying customers. If your total acquisition cost (remember, this is your campaign spend, plus all the other things you pay for such as warehouse space, website maintenance, etc.) is $5,000, then your true customer acquisition cost would be $16.66. The formula looks like this: ($3,000 + $2,000) ÷ 300 = $16.66 ### Scenario 2: A B2B SaaS Company For a B2B SaaS company, calculate customer acquisition cost by dividing the total combined cost of sales and marketing expenses during a specific time period by the number of new customers acquired in that time period. For a company that offers paid subscriptions, you might break down customer acquisition cost by month or quarter, for example. If the company offers a yearly service subscription, and you choose to gauge customer acquisition cost by month, the formula would look like this: Monthly Marketing Spend ÷ Number of Net-New Subscribers in One Month = customer acquisition cost ## How to Mitigate customer acquisition cost Risks The cost of acquiring customers may differ from industry to industry due to factors like competition, market trends, and industry regulations. However, the most common factors that influence customer acquisition cost, regardless of your industry, include: - Length of the Sales Cycle: How long does it take to close a sale? - Purchase Value: How much does the product cost? - Purchase Frequency: How often does a customer typically buy? - Customer Lifespan: How long does a customer remain a customer? - Company Maturity: How developed is the company? If you see that your customer acquisition cost is increasing over time, you’re likely spending more on acquisition but not gaining a proportional number of new, paying customers. Or your spend might be steady, but your new customers aren’t purchasing products or services at the same rate or price point that they once were. Both instances need investigating further so that you can tweak your strategy and get back on track. ## How to Improve Marketing customer acquisition cost When you’re working to improve your marketing customer acquisition cost ratio, start with capturing all the related metrics, from complete marketing and sales spend to number of customers acquired and their related spending. These numbers can start to fill in the picture of where there are inefficiencies or simply inattention to the customer acquisition cost metric. Here’s what to consider when you’re working to improve customer acquisition cost: - Retention: Focus on customer retention as a strategy and try to improve your customer retention rates, such as through word-of-mouth tactics. - Referrals: Offer referral rewards and foster customer loyalty and referrals. - Retarget: Consider retargeting ads to continue reaching users. - Organic search: Search engine optimization (SEO) is a key customer acquisition method for online businesses. - Optimize inbound: Test and optimize your landing pages. - Targeting: Ensure you're targeting the right audience and using the right channels to reach them. Understand which customers are of highest value and nurture them. - Research: Conduct market research regularly. ## Key Takeaways Knowing how to calculate customer acquisition cost requires you to understand CLV and CPA, as well as the ability to gather your organization’s numbers to get a full picture of marketing and sales spend and customer activity. Calculating customer acquisition costs is a mix of art and science. There will always be additional costs that you didn’t factor in, like discounts or chargebacks. Get your numbers as accurate as possible and continue to improve as you gain more insights into what makes sense for your business and its goals. ## Frequently Asked Questions (FAQs) ### What is a good customer acquisition cost ratio? A good customer acquisition cost ratio is generally 3:1 or 4:1 to CLV, so that customer acquisition cost is one-third or one-quarter of the customer’s lifetime value. That means that the value a customer brings to your business is three to four times the cost of acquiring them. A too-low customer acquisition cost might mean that more investment is needed to acquire customers, while one that’s too high could indicate inefficient or misdirected processes. ### What's the difference between customer acquisition cost and CPA? The primary difference between customer acquisition cost and CPA is that customer acquisition cost can only be calculated after a purchase, once someone is officially a customer. CPA describes the set of people who have been acquired by marketing, such as engaging with the website or social media, but have not yet made a purchase. ### Which other industries iIs customer acquisition cost used in? customer acquisition cost can be used in any industry or type of business that depends on paying customers. The numbers and ratios may vary depending on the type of business, its sales cycle, its marketing spend, its target audience, such as consumer vs. business, and many other factors. Look at benchmarks for your particular industry when establishing customer acquisition cost goals. --- ### How To Start a Newsletter To Earn Subscribers URL: https://www.taboola.com/marketing-hub/how-to-start-and-grow-your-newsletter-from-scratch/ Last Modified: 2026-06-22 08:49:02 Your email list is your most valuable marketing tool. As someone running a writing business, I’ve heard that for the past decade or so. During that decade, social media platforms have come and gone. Even if a platform sticks around, one flip of a switch and your posts are no longer visible. Maybe that’s why email marketing remains the most popular form of marketing. One survey revealed that 41% of businesses find email marketing their most effective marketing channel, while social media and paid search were each rated most effective by only 16% of respondents. It’s what you do with the email addresses you collect that determines just how impactful your email marketing will be, however. A well-designed, effective newsletter can help you create a bond with your customers, boosting loyalty and keeping sales strong. This guide to how to start a newsletter will help you assemble emails that your customers will actually look forward to opening. ## 6 Steps to Start a Newsletter That Will Earn You Subscribers ### 1. Choose a Provider Your biggest expense when it comes to email marketing will be the platform you use to build and send your newsletter. While many services offer free or low-priced entry-level plans, pay close attention to the price you’ll pay once you grow your list to a certain point. If you’re like me and you tend to procrastinate on switching services, these options can hit your bank account hard once you reach thousands of subscribers. That said, there’s no shortage of email platforms with enticing features. Here are some of the most popular: - MailChimp: By far the most popular email marketing platform, with a market share of nearly 58%, MailChimp is a full-featured solution. However, it can be pricey. The cheapest plan is $20 a month after a 14-day trial and includes only 500 contacts and 6,000 emails a month. - MailerLite: I distribute one of my newsletters through MailerLite and it’s a solid, user-friendly choice. The best thing about MailerLite is that you can coast on the free plan while you’re growing. It includes up to 1,000 subscribers and 12,000 monthly emails. - HubSpot: Another free option is HubSpot, which offers email tools that include customizable templates and automation. The free plan covers 2,000 contacts. - Constant Contact: I’ve used this tool and, while it does offer advanced segmentation, I found its drag-and-drop editor challenging. The tools weren’t very intuitive, and I had a tough time finding how-to articles addressing its more confusing features. The Lite plan is only $12 a month and includes up to 500 contacts. - Beehiv: While I haven’t tried this one, the free plan is pretty enticing. You get up to 2,500 subscribers, as well as unlimited email sends. - Kit: If you don’t mind their branding on your emails, Kit is worth considering. Formerly known as ConvertKit, this platform offers an impressive 10,000 subscribers on its free plan. - Flodesk: My most active newsletter is with Flodesk. The clean, simple design of its templates stood out to me, but be aware that this does limit your design options. I like the flat fee, though. No matter how many subscribers you get, you’ll pay only $35 a month. ### 2. Build Your List If you don’t have a single subscriber yet, building a list from scratch can be tricky. You want to grow your audience, but you also need to ensure they’re quality subscribers. Carlos Gil, marketing expert at GetResponse, cautions against trying to be a one-size-fits-all marketer. Instead, he recommends establishing a niche. Once you’ve identified your unique value proposition, he advises creating free content on platforms like Medium or on social media to help build authority. Once you’ve begun drawing people in, you can funnel them to your newsletter. “A great way to do this is by offering a lead magnet, like a free guide or checklist,” Gil says. “And don’t underestimate the power of community — engage with people who comment on your posts and ask them to subscribe. The more personal you are, the faster your list will grow.” ### 3. Choose a Send Schedule Consistency is a huge part of understanding how to start a newsletter. You’ll want to choose a schedule that satisfies your readers but that you can also manage. According to recent research from GetResponse, most marketers send one to two newsletters every week, and that send schedule works best for click-through and open rates. The results indicated that for businesses with engaged subscribers, up to 12 newsletters a week will work just fine, but the click-through rates are better at the lower ranges. No matter what schedule you choose, though, the most important factor is whether you can maintain it. “It's vital to keep sending your newsletters as promised,” says Liviu Tanase, CEO at ZeroBounce. “That's how you build familiarity with your audience, but also, it helps you build trust with email service providers so that your emails can go to the inbox .” ### 4. Create a Content Plan Tanase points out a common issue with consistent sending. Marketers start out with plenty of enthusiasm but after a few newsletters, that enthusiasm fizzles. Yes, creating each issue takes time and effort, but he also notes that many creators run out of ideas pretty soon. He has a tip to help avoid falling into this trap, though. “Create a content plan before you launch,” Tanase says. “Map out at least 10 emails with clear topics or themes. This gives you clarity and ensures you have a clear direction.” It also gives you the breathing room to think about what your topics will be after that, rather than scrambling for ideas each week. ### 5. Track Your Results Once you’ve sent your first newsletter, you’ll need to pay close attention to the results. Most platforms have built-in analytics that provide information on your open rates, clicks, unsubscribes, and spam complaints. Monitor those closely and use the information to inform your campaigns moving forward. “Use email analytics to identify topics and formats that drive engagement, then build on that foundation,” says Laura Toma, senior email marketing strategist at Semrush. “By staying genuine and tailoring your content to your audience’s preferences, you’ll create a newsletter that delivers real value and success.” ### 6. Monitor Your List Your email list is an ever-evolving tool. As hard as you work to grow it, Tanase warns that your list will degrade on average by at least 25% every year. He stresses the importance of keeping an eye on your list to ensure your emails reach your audience. “For your emails to land in the inbox, remember to keep your bounce rate under 2%, which is the industry benchmark,” he says. “Remove anyone who marks your newsletter as spam. Check every new signup before adding it to your list to see if it's valid. A healthy email list is fundamental and will help your newsletter thrive.” ## Mistakes to Avoid When Launching Your First Newsletter ### Failing to Deliver Value Customers sign up for your newsletter for a reason: They want to hear what you have to say. But as Gil points out, it can be far too easy to create a one-way newsletter that doesn’t engage readers. “Treat your newsletter like a conversation — include personal stories, ask questions, and make your readers feel like they’re part of something bigger,” Gil says. “Another common misstep is failing to deliver value consistently. Don’t launch until you’ve nailed down what your audience wants, whether that’s tips, insights, or curated news.” ### Focusing on Aesthetics over Usability Before I launched my first newsletter, I spent weeks reading similar newsletters from competitors. I fell into a trap common to those curious about how to start a newsletter — focusing too much on the design of each newsletter when content was the most important part. “While aesthetics contribute to engagement, obsessing over perfect images or complex email templates can be a time drain,” Toma cautions. “Instead, use clean, pre-designed templates and focus your energy on delivering high-quality content that resonates with your audience.” ### Inconsistency Should you send once a week? Twice a month? Once every quarter? While GetResponse’s survey found once or twice a week brought the ideal metrics, it’s more important to set a schedule you can maintain. As Jaina Mistry, director of brand and content marketing at Litmus, points out, if you’re overly ambitious in your initial send schedule, you could end up neglecting your newsletter after a few issues. “Coming up with content for a newsletter is challenging and time-consuming,” Mistry adds. “When you’re considering creating a newsletter, realistically ask yourself how much time you can dedicate to the newsletter, including the content creation. Use that to guide you on newsletter cadence.” ## Key Takeaways Learning how to start a newsletter from scratch can feel daunting, but with so many tools now available, it’s a manageable task to tackle. With most platforms, you’ll simply pick a template and start writing. As long as you work hard to build and manage your email list, you’ll find your newsletter is converting to sales in no time. ## Frequently asked questions (FAQs) ### Can you start a newsletter for free? Plenty of newsletter providers offer free entry-level plans — MailerLite, HubSpot, Beehiv, and Kit all offer free plans that let you start growing your list. You’ll eventually need to upgrade to a paid plan, though, so make sure you compare paid tiers across platforms before you choose one. “Email is one of the most affordable marketing channels,” Tanase says. “Many well-known, trusted providers offer a free plan, where you can send a certain number of emails to a number of subscribers. If your list is under 2,000 contacts, you can likely find a free or low-cost option. It's also worth reaching out to customer support and asking for a free trial.” ### How do you start a newsletter with no subscribers? Plenty of businesses start from zero and grow, but when you’re struggling for an audience for your marketing emails, having zero subscribers can be discouraging. Tanase understands the struggle, and his top tip is to just keep sending helpful, relevant emails. Over time, word-of-mouth will help you grow. He also adds a few extra tips to make sure you’re maximizing each send: - Add a subscription link to every newsletter you send so that if someone forwards it to a friend, they can easily subscribe. - Talk about your newsletter often. Use every other channel at your disposal to entice people to sign up. Add your subscription link to all your social media bios. - Offer exclusive content. People are more likely to subscribe to your newsletters if the content is unique. ### What are the three types of newsletters? The three types of newsletters are: - Informational: This type of newsletter is designed to provide information to readers. - Promotional: With this type, you highlight your products and/or services, as well as any special offers. - Relational: This type is geared toward reader interactions. The goal is to focus on nurturing relationships. While you can send a combination of all three, Gil recommends starting with informational newsletters. “When you’re just starting out, your primary goal should be to provide value and establish yourself as an expert,” Gil says. “Teach people something, share curated insights, or provide updates they won’t find anywhere else. Once you’ve earned their trust, you can layer in relational and promotional elements.” --- ### How to Run a Successful Lead Generation Campaigns URL: https://www.taboola.com/marketing-hub/lead-generation-campaign/ Last Modified: 2025-09-01 09:20:40 Getting personal information is an important part of generating leads. The goal is to create a campaign that encourages website visitors to provide personal information (usually in the form of an email address or phone number) in exchange for something from you. A lead generation campaign usually involves you having a main offer of valuable content, information, research, a free trial, a product, or something else they might want or need. Once you have their information, you can reach out to that person again and nurture them in the hopes that they will one day become a customer. ## How to Run a Successful Lead Generation Campaign When running a successful lead generation campaign, the following steps can help you maximize your resources. - Establish a clear objective: How many leads do you need? What’s your cost-per-lead goal? In what timeframe do you need to be successful? - Research your audience: Who is the best customer for your business? Are you testing to see if you can expand this pool? - Plan your content: Does your consumer want content? A free trial? A discount or offer of some type? - Create an offer: Your offer should be compelling and provide value. It needs to be something a visitor will give their email address for and convince them that your paid offerings are worth it. - Promote your content: Be strategic about the channels you choose, where you spend your budget and where your campaign performs best. - Optimize your lead capture: Measure as you go. Develop key performance indicators (KPIs) that allow you to understand what’s working so you can tweak to make your campaign more effective over time. - Test: If something isn’t working, try something new. - Lead score: Not all leads are created equal. Develop a mechanism to know who is worth nurturing and following up with. - Nurture: Keep the relationship warm with the leads you know are valuable to you. By nurturing your leads, you have a greater potential to turn leads into customers. ### Defining Your Target Audience to Attract Leads Your first step is to determine your audience. Who is your lead generation campaign targeting? How specifically can you answer this question? It’s tempting to generalize and choose large audiences, like women, car buyers or online shoppers. However, these answers are too generic and don’t tell you much about the specific pain points that motivate your target audience. The more you understand your prospective buyers, the better you can zero-in on their wants and needs. Audience research is a challenge to master, but each of the following will get you started: - Examine the demographics of your website visitors with Google Analytics. - Examine the demographics of your social followers. - Probe the sales team for their take on who buys your products and services. - Try to ascertain what types of buyers your competitors target. - Run surveys. - Conduct customer interviews. ### Develop a Compelling Value Proposition Your lead magnet is the main offer in exchange for the personal information that gets a visitor into your funnel. You must provide compelling value to turn a visitor into a lead. Use the research you’ve gathered about your target audience to determine what value will work best for them. Some of the lead magnets you might consider include: - Download an information asset. - Register for an event. - Try a product. - Enter a contest or giveaway. - Subscribe to a newsletter. - Sign up for a free mini-course or challenge. - Complete a survey or assessment. - Request a demonstration. - Request a consultation. - Request a quote. - Get a coupon or discount. Once a visitor fills out the form to get the lead magnet, it’s up to you to deliver high value, showing that you are worth their hard-earned dollars. ### Selecting the Right Channels for Your Lead Generation Campaign Once you have a compelling offer, you need to promote it through various channels. Some possible channels for promotion include: - Your own email lists. - Organic social media channels. - Blog posts. - Paid advertising in the form of: Social media. - Native advertising. - Search advertising. - Display advertising. - PPC campaigns. - Guest articles. - PR activity and earned media. - Events, such as webinars or a summit. Will your campaign include pay-per-click (PPC) search engine advertising? Are you also considering the longer-term play involving organic search? In both cases, keyword research is important. For organic search, search engine optimization (SEO) is an important factor, too. Consider both free and paid keyword research tools. If you plan to put a sizable stack of chips down on either PPC or SEO, consider seeking consultations from search engine marketing professionals. Taboola is a powerful recommendation engine that powers the promotion of content, products, articles and much more for advertisers on the open web. It’s a great way to boost the number of leads in your next content marketing campaign. Review the many lead generation strategies that take advantage of the power of paid, earned and owned media. Devise a media mix that may work for your campaign. ### Campaign Optimization Tools Campaign optimization tools include various items that help you capture leads more efficiently. Tools like landing pages, popups and chat can help you optimize your funnel. Taboola offers a number of tools that can help you manage the process. Other tools can also help you analyze your results and understand your target audience. Some of these tools include: - Sprinklr: Helps you manage posts and integrates with different channels to provide insight. - Google Search Console: Get an idea of what drives organic traffic to your website, as well as common terms that get people to your page. - Optmyzr: Designed to help with paid search, helping you determine where to put your money for more effective ROI. - SEMrush: Find keywords and understand conversion rates. You can also do competitor research. - AdEspresso: This tool can help with Facebook Ads and even includes an ad gallery to help you manage your paid campaigns for lead generation. - Google URL Builder: Use this to add parameters to your target URL for the purpose of making sure you know where traffic is coming from. - Realize: Optimizing your funnel isn’t just about finding a few tools, though. You also need to make sure you’re optimizing as you learn new information. You can do this by closely examining key metrics that reflect the efficacy of each component and run A/B split tests to compare different iterations. Split testing is the process of testing elements of your campaign by creating variants, including email subject lines, headlines, copy, CTAs, page design, and ad targeting. Compare to see which version of each component gets the best results. ### Creating Engaging Content That Converts Visitors Into Leads Once a visitor arrives on your page, you need to convert them to a lead. This means creating compelling copy that encourages them to take the desired action. If you want to create copy that converts, consider the following: - Understand your visitors’ pain points and offer them solutions to those issues. - Use relatable and relevant language. You should understand the backgrounds of your visitors and know how to speak to them in a way that resonates. - Know the needs and expectations of your visitors and address them. Your campaign should have a specific target. The needs of a 55-year-old approaching retirement are different from those of a 25-year-old hoping to buy their first home. - Get a feel for the buying cycle of your visitors and where they are on the journey so your copy addresses where they’re at. - Include information visitors need to make an informed decision and show how making that decision will improve their lives in the area of the pain point you’re addressing. ### Automate Automation is increasingly a major part of lead generation. With the help of automation, it’s possible to streamline the process. Plus, you get data delivered directly to you, in the form of reports. With the help of automation, you can create lead generation campaigns, launch them and automatically collect data and generate reports. Setting up automated processes can take some time, but once you get a system in place, your ROI is much higher, given you have an attribution model in place. On top of that, the automated process means that you can tweak your campaign more easily. When you discover what works, you can make changes quickly to take advantage of this new information. ## Measuring Success: Key Metrics and KPIs to Track Do you know what you want your lead generation campaign to achieve? Establish and document measurable goals. These common objectives can help you figure out which key performance indicators (KPIs) you want to focus on: - A specific number of leads - Revenue per lead - Subscribers - Registrants - Trials - Sales - Conversion rate By measuring these items, you can get an idea of how successful your campaign is, and see whether you’re making progress. Another way to track performance involves lead scoring. Lead scoring helps your marketing and sales team focus on the leads most likely to become paying customers. Lead scoring assigns values to the quality of each lead to help sales teams identify when and how to approach the buyer. There are a variety of lead-scoring models and ways to put them in play. A good model for getting started is to focus on criteria including: - Fit: The degree to which the prospect fits your buyer persona(s). - Behavior: How the prospect has interacted with your content and brand. - Buying stage: Where the prospect is in your sales funnel. This information can help you identify the best leads and focus on them to drive revenue. ## Key Takeaways Even if every lead generation campaign is not a success, every campaign is a learning experience. Welcome to the scientific age of digital marketing, where the true performers measure and monitor everything. Creating a thoughtful campaign and using the tools at your disposal to learn and adjust can increase the ROI on your lead generation. ## Frequently Asked Questions (FAQs) ### What is the goal of a lead generation campaign? Lead generation is designed to gain the attention of potential customers. You get them to take an action that provides you with information you can use to nurture them into buying something later. ### What is an example of a lead generation campaign? An example of a lead generation campaign might be someone with a course offering a free webinar on a specific topic. Once signed up for the free webinar, the business can put them into an email automation that keeps in touch with them in the hopes that they will buy a course. --- ### Small Business Lead Generation: 11 Effective Strategies URL: https://www.taboola.com/marketing-hub/small-business-lead-generation-strategies/ Last Modified: 2025-04-09 08:57:24 Getting your small business in front of potential customers is an important part of generating profit. High quality leads are more likely to convert to sales. Small business lead generation can feel like an uphill battle, especially if you don’t have a plan. Let’s take a look at some of the most effective strategies for generating small business leads. ## Small Business Lead Generation: What You Need to Know Small business lead generation involves deploying various strategies to build interest in products or services. Lead generation is the act of attempting to attract people interested in what you have to offer in the hopes that they will eventually become customers. Successful small business lead generation relies on taking different actions designed to drive quality traffic to your website or get likely buyers in your door. Lead generation should be approached with intention, based on your objectives. Consider your ideal customer and target your small business lead generation strategies to what is likely to appeal to them. Then, research where they get their information and how they make their choices so you understand how to best reach them with an enticing proposition. ## 11 Cost-Effective Lead Generation Strategies for Small Businesses Small business lead generation begins by creating a presence in the path of would-be leads and giving them a reason to visit your website. ### Participate in Local Events Local events can provide a way to encourage people to visit your website or even your brick-and-mortar storefront if you have one. Even if you don’t have a brick-and-mortar store, local events can still be a good way to generate leads. Many online entrepreneurs neglect their own backyard and there are plenty of quality leads right where you live. Consider the following local events: - Speak at local business events. - Join the Chamber of Commerce and actively participate. - Participate in expos and give attendees a reason to engage. - Host a local in-person workshop. ### Host Online Events Drive potential website traffic and generate leads by offering free online events. Your online events don’t even need to be 100% live all the time. It’s possible to use different tools to create play-on-demand webinars that get leads into your funnel. - Host a webinar about an important topic that is of interest to your audience. - Livestream on social media, discussing how you solve a problem or providing other useful information. - Offer AMAs (ask me anything) related to your expertise. ### Basic Local SEO Focus on basic local SEO to generate leads in your area. By claiming your business locally, you can drive more website traffic by appearing more prominently in search results. - Claim your free Google My Business directory listing and optimize it. - Perform basic search engine optimization (SEO) across your website’s pages with descriptive title tags. - Optimize each page with a compelling meta-description to inspire click-throughs from search engine results. - Claim local business listings on online business directories, such as Yelp, Merchant Circle, Citysearch, and other local directories. - Encourage customers to post reviews about your business. When asked, the majority of satisfied customers oblige. ### Publish a Blog A blog can be a good lead generation strategy, bringing people to your website and getting them into your sales funnel. - A blog can feature articles, videos, podcasts, infographics, galleries, or any combination. The point is to create content that answers customers’ questions. - Learn and apply SEO techniques to improve your search rankings. - Offer a lead magnet that encourages people to sign up for further communication from your business. ### Email Marketing Build your email list with help from other lead generation strategies. When you host a webinar or offer a freebie on your blog, collect email addresses. Then, make sure you offer regular reasons for people to open those emails, whether to get a deal or learn something new. - The traffic you generate with email marketing comes with a caveat: It’s sent to people that have already been to your site and opted into your list (unless you built an email list offline). - Capitalize on email and generate traffic to your website by giving subscribers strong reasons to return. - Send newsletters and meaningful emails that inform recipients of helpful content you’ve published on your site. ### Guest Post on Relevant Websites If you want to reach a wider audience and connect with those in other networks, guest posting can be one way to drive more traffic to your website and generate more leads. - Offer your expertise, for free, to online publishers in the form of guest posts. - Where possible, include links to useful resources on your website in your articles. - Apply this strategy to local print publications, remembering to mention your website. ### Use Social Media While not a platform you control, you can reach a wide audience and generate leads by joining social media and sharing useful and entertaining information. - Identify the social media channels your customers prefer. - Share content — homemade or curated — as often as possible on your profiles. - Promote your social media channels everywhere possible. - Interact with prospects in an informative and helpful manner. - Follow influential people in your industry and try to build mutually beneficial relationships. ### Paid Search Ads Even if it costs money, using paid search ads can still be cost-effective. If you execute the strategy well, a little bit of outlay can result in better leads. - Explore the advertising options offered by Google Ads. - Refine your tactics to reduce pay-per-click costs and improve ROI. - Consider Microsoft advertising, which runs on Bing and Yahoo! Search. ### Social Media Ads Don’t forget that social media ads can also be effective at getting your brand in front of a target audience and encouraging them to take action. - Facebook advertising is easy and offers a very low cost of entry. You can get started for $5 per day. - Instagram, Twitter, LinkedIn, Pinterest, and YouTube all offer online advertising programs you can experiment with to generate leads. ### Native Advertising Native advertising on another site can help you reach audiences looking for specific content. Your ads have the look and feel of the site they’re on and can generate quality leads. - Native advertising includes millions of publishers. Reach more people with a modest investment. - Learn how to run programmatic ads on discovery networks such as Taboola. - Examine the potential of collaborating with publishers to create sponsored ads and content. ### Build a Referral Network Referrals are among the best ways to get high-quality leads. When a trusted person recommends you, there’s a better chance that they’ll convert from a lead to a sale. - Identify practical marketing projects (like co-hosted events, co-created content or social media partnerships) that justify reaching out to experts to make connections, build relationships and create content. - Consider projects based on interviews, case studies and various types of collaboration. - Invite respected authorities to guest blog on your website. - Rather than ask for reciprocation, simply support your supporters. ## Ideas to Transform Visitors Into Leads Traffic to your website means nothing if it doesn’t foster conversion. Define your objective, whether that’s getting subscribers, making a sale or attending a workshop. Here are some ideas for transforming website visitors into leads. - Offer a deal: When a first-time visitor arrives at a landing page to shop for a product or a service, promoting a coupon or discount program is often the way to make a sale. - Offer a sample: If you have a product, offer a sample. For memberships or subscriptions, offer a free trial. - Provide free information: Some of the best lead generators offer useful or actionable information. Ebooks, case studies, mini-courses, buying guides and research reports can show leads your value and potentially convert them to sales. - Personalized advice: If you’re known for information, you can provide value and show leads how you can help them. A one-time or initial consultation, short online chat or providing calculators can be a way to tailor information to potential leads. - Contests: Use giveaways, contests and quizzes on your site to get information about visitors and add them to your funnel. - Social proof: Add testimonials and media mentions to your website. Include positive reviews and awards you have won. This shows you’re trustworthy. The key is to make it easy for visitors to take an action that turns them into leads and then eventually converts a sale. ## Why Small Businesses Should Focus on Lead Quality Small businesses should focus on lead quality because those leads are more likely to convert to sales. High-quality leads are those targeted to an audience likely primed to take action and interested in what you have to offer. When generating leads, focus on strategies aimed at those likely to reach an audience looking for what you have to offer. High quality leads offer a better potential for conversion than quantity. So, even if you get a lot of leads, they might be more difficult and costly to convert. ## How to Measure the Success of Your Lead Generation Efforts You need to measure what you're doing to get the most out of your lead generation efforts. Here are some steps you can take to see what’s working: - Set up a Google Analytics account and gather data from it regularly. Your goal is to identify who visits, where they come from, what pages they consume and how they behave. - Use this information to inform your promotional and content strategies. - Do more of what’s driving traffic and less of what isn’t. Of course, you’ll also want to factor in what drives conversion. - Use tracking links to see where your referrals come from so you can gauge which offers and websites are more likely to convert. ## Key Takeaways Lead generation is how you get visitors to your business. The best strategies are based around your objectives, as well as understanding who you serve and where they get their information. If you can create a market strategy around where your best leads will be, you have a better chance of converting them into sales. ## Frequently Asked Questions (FAQs) ### Is it worth it to pay for leads? It can be worth it to pay for high quality leads in some cases. However, before paying for leads it might make sense to try other, less expensive strategies before paying for leads. ### How do I get leads in my area? Look into referrals and word of mouth in your network. You can also get leads by attending local business events. ### Can I generate leads myself? Yes, it’s possible to generate leads for yourself, using effective strategies of networking offline, as well as creating social media and online content that gets people into your funnel. --- ### Lead Generation: Definition, Types, How to Qualify URL: https://www.taboola.com/marketing-hub/what-is-lead-generation/ Last Modified: 2025-08-21 14:06:39 Growing your business depends on successful lead generation — that is, identifying what your potential customers look like, tailoring content to their pain points, and ultimately proving how your product or service solves their problem. In a fast-paced world of online sales and an overabundance of content, it can be challenging to earn someone’s attention enough to turn them into a lead — and then into a potential buyer you can hand over to your sales team. To stand out, you’ll need a successful lead-generation strategy that creates effective content in the right channels. And once you’ve crafted the right content that converts into leads, you’ll still have to qualify them before sales teams will take them seriously. ## What Is Lead Generation? Lead generation is the marketing process through which you identify and attract potential buyers, then capture their information for the sales team to convert them into actual buyers. Lead generation, can be complex and take several weeks or even months per lead over the course of the buyer journey. Lead generation can apply both to business-to-business (B2B) and business-to-consumer (B2C) processes, though we’ll focus this discussion on the former. Furthermore, there are considerations marketers should take when planning their lead generation for small businesses vs enterprises. Keep in mind: Leads aren’t just anybody. They’ve got to be potential customers who have a need or problem to solve and your product or service has to offer a solution. In B2B marketing and sales, the lead must be a decision-maker at a company with real buying power, or someone who has serious sway with the budgetary decision-maker. ## Types of Leads We generally categorize leads into four categories: ### 1. Marketing-Qualified Leads (MQLs) Marketing-qualified leads (MQLs) are people who have indicated an interest in your product or service by taking a key action, such as: - Downloading a white paper or coupon. - Exchanging information for a lead magnet. - Attending a webinar or conference. - Filling out a contact form. ### 2. Sales-Qualified Leads (SQLs) While getting leads to exchange their contact info and engage with your marketing assets is a great indication they may purchase, sales teams will want more assurances. For a MQL to become a sales-qualified lead (SQL), the sales team will need to do further analysis. Often, they’ll be looking for strong matches to their buyer personas — data-driven archetypes that represent ideal buyers. ### 3. Product-Qualified Leads (PQLs) In some cases, you may get a product-qualified lead (PQL). This is a potential customer who has used a free download of your product. ### 4. Service-Qualified Leads Similarly, service-qualified leads refer to potential customers who have gone beyond exchanging their information and instead have requested a consultation to learn more about your service offering. Note: In the industry, SQL refers to sales-qualified leads, not service-qualified leads. ## Understanding the Funnel Lead generation requires a thorough understanding of the marketing and sales funnel. The marketing funnel is a useful way to chart the buyer’s journey from discovery of your product, through research and evaluation, to a decision point — that’s where sales can take over. You’ll gather a lot of potential leads at the top of the funnel (TOFU), narrow it down to more serious buyers in the middle of the funnel (MOFU), but ultimately hand off the most likely buyers to sales once you reach the bottom of the funnel (BOFU). Lead generation requires that you implement the right kinds of content — via the right channels for that content — at each stage of the funnel. ### Top of Funnel The TOFU is where you cast the widest net with your content marketing strategy. You’re trying to educate potential customers about your brand and its products and services. Common types of content for top-of-the-funnel lead gen include: - Blogs. - Social media. - Videos. - Infographics. - Podcasts. Here, your content should educate and create awareness. Potential leads who engage with your content should leave your content feeling curious, motivated to learn more about how your product or service can meet their needs. ### Middle of Funnel It may take several touchpoints at the top of your funnel before potential customers move to the middle of the funnel, where they are more seriously considering your solution and comparing it against alternatives. Here is where you want to create content that dives deeper into customer pain points and how your product or service solves them. That may include: - Webinars. - White papers. - eBooks. - Newsletters. - Interactive tools. ### Bottom of Funnel Leads enter the bottom of the funnel when they’re ready to make a decision. At this point, they’re considering any objections to your product or service and typically need content that convinces them to go with your solution over a competitor’s. Content that does well at the bottom of the funnel includes: - Customer testimonials. - Reviews. - Case studies. - Demos and free trials. ## What Is the Lead Generation Process? The lead-generation process is complex and can span several months per customer, depending what buyer journeys look like in your industry. That said, you can break down the complicated process into bite-sized steps that help you visualize what your marketing team needs to do to succeed. Here’s how it works: ### Identify Audience First of all, you need to determine who your actual buyers are. This will allow you to create content that targets the right audience and you won’t waste time trying to tailor content to people who are unlikely to ever convert. Marketers typically refer to this as creating buyer personas. Depending on your products and services, you may have more than one buyer persona. These personas are crucial for success. According to HubSpot, 94% of marketers report that having personas increases sales. Work with sales and the product team to design these personas, using: - Data about past buyers. - Details about the kinds of problems your solution solves. - Web, social, and email analytics. - Personas your competitors are targeting. Typically, personas are given a human name, such as Joe or Lisa. This helps you differentiate among the handful of personas your company might have across a few different solutions. So what makes up a buyer persona? A successful buyer persona is typically defined via: - Age, gender, and education level. - Job title, industry, and budget. - Other demographic information, such as income level and location. - Personal interests and tech/media preferences. The bullets above are quantitative data points that you can gather through analytics, forms, surveys, and your customer relationship management (CRM). You may also want qualitative data to inform your persona and further humanize your potential customer. Consider the following: - What pain points is your ideal customer trying to solve? - Which words do they use to describe their problem and ideal solution? - Which media do they like to use to research and evaluate? ### Attract Leads Once you know who your ideal customers are, you’ll need to figure out how to get their attention in an increasingly crowded online space. This comes down to: - Creating the right content for each stage of the funnel and on the channels your buyer personas prefer to use. - Using a combination of organic and paid strategies to get your content in front of your customers. Later on, we’ll dive into these concepts in more detail. ### Capture Leads In an ideal world, you’d be able to capture your lead the first time you attract a potential buyer to your website. They’d fill out a form, and you’d pass off their info to sales — and voila, your job is done. However, it may take a few times (and some retargeting strategies) to get your lead back on your website and ready to convert. The more optimized and efficient your landing page is, the more likely the buyer is to convert. Explore these examples of high-converting landing pages for lead generation. Some strategies to capture leads on your site include: #### Gated Content (AKA Lead Magnets) Gated content, also referred to as lead magnets, requires users to supply information, often an email address or phone number, in exchange for a valuable resource you’re offering. You may also ask for their job title or company name when offering access to gated content, but be careful: The more information you ask for, the less likely someone is to move forward. It’s a balancing act. Of course, this data is helpful for you in marketing to your lead and qualifying them, but there’s got to be something in it for the user, too. Many people are cautious about giving out personal information, so your lead magnet has to be really juicy. This might be: - A white paper with survey data that demonstrates problems and solutions that are relevant to your buyer. - An educational video with helpful tips related to your lead’s problems. - A recorded or upcoming webinar that goes into detail about your lead’s problems and how you can solve it. #### Pop-Up Ads Pop-up ads might be a nuisance, but when they’re used strategically — and sparingly — you may be successful in getting data from your site’s visitors, including names and email addresses. Try a mixture of interstitials, exit-intents, and slide-ins, using A/B testing to understand which types of pop-ups perform, and at what frequency. According to Wisepops’ 2024 analysis of 513 million pop-ups, the conversion rate for pop-up ads is 4.01%. That’s a healthy number, but keep in mind, you could be frustrating the 96% who don’t convert. An older study from HubSpot found that nearly three in four consumers say pop-ups are annoying. #### Chatbots As generative AI becomes more embedded in every aspect of your marketing strategy, it makes sense to enhance your current chatbots to engage with your potential leads by answering their questions and providing resources. But your chatbot can also collect information from your lead in a different format from a traditional form, asking questions about the user’s demographics to help fine-tune responses — and feeding that data back to your marketing team to help qualify the lead. Chatbots can even help users book consultations or sign up for webinars to learn more about your product or service. ### Qualify Leads Gathering a lead’s information does not mean you’re ready to pass them off to sales. Salespeople are just as busy as your marketing team, so they don’t want to waste their time contacting leads who aren’t likely to convert. That’s why you need to qualify your leads before handing them over. Work with your sales team to figure out how to score leads as they come in and only pass off leads that achieve a certain score. Don’t worry; you won’t need pen and paper. Marketing automation tools can help you score leads at scale. Later on, we’ll walk you through how to score leads in detail. ## How to Attract Leads Earlier, we established there are two core tenets to attracting leads: - Creating good content. - Making sure that content gets seen by the right people. Let’s dig into these concepts in more detail. ### Creating Good Content Good content might look different for each organization. Your buyer personas should help you determine the kinds of content your ideal buyer finds most helpful and the channels where they would like to find that content. Good content might include: - Blogs. - White papers. - Case studies. - Videos. - Social posts. - Webinars. - Surveys and quizzes. - Interactive tools. - Coupons. - Ad creative. Whatever shape your content takes, it should establish you as a thought leader in your industry by demonstrating your knowledge of the challenges your customers face — and that you have the right solutions to resolve those challenges. The channels for that content could be just as varied: - Your blog or website. - Social media (Facebook, YouTube, LinkedIn, Instagram, even TikTok — meet your customers where they are). - Email newsletters or even traditional channels such as direct mail, print ads, or TV/video ads. - Open Internet. ### Making Sure That Content Gets Seen It’s not enough to create content; you need to make sure customers can find it. That generally requires a mix of: - Search engine optimization (SEO). - Organic and promoted social posts. - Search engine marketing (SEM). - Display, discovery, and print ads. - Influencer marketing. - Native advertising and sponsored content. - Earned media. - First-party, AI-targeted, personalized ads. ## How to Nurture Leads Nurturing leads is all about that MOFU content. Once you’ve grabbed your potential customers’ attention, you want them to return to your site, time and again, for more content that educates them, helps them problem-solve, and ultimately convinces them you’re the right long-term solution for their ongoing business needs. This is particularly important for small business or B2B lead generation, as sales cycles are typically longer than B2C funnels. Easier said than done, right? You’ll need the best and brightest on your team to tackle strategies such as: - Retargeting: This means following your site visitors around the web with relevant advertisements that encourage them to come back to your site to continue their journey (and potentially convert). - Effective landing pages: You want a well-designed email capture landing page that makes it clear what action customers should take to solve their problem. You want one single call to action on your landing page that you reinforce naturally during their time on the site, all driving them to that conversion. - Email marketing: Just because you’ve gotten a lead’s email doesn’t necessarily mean they’ve been captured. You need them to engage with your emails over time; emails should be personalized, with automations firing at each stage of the customer’s journey. Ultimately, the emails should either motivate them to reach out for a consultation or yield enough data to qualify the lead for sales to reach out. - Omnichannel experiences: Your customers don’t exist in a single place. They may read a blog, start following you on LinkedIn, sign up for a webinar, download a white paper, join your newsletter, read some testimonials, and finally be ready to purchase. You need to ensure a seamless experience at every touchpoint, from social to email to web content to videos. ## How to Qualify Leads To qualify leads, refer back to your buyer personas. These personals represent your ideal customer — that is, those most likely to convert. Using these personas, you can create a scorecard to rate incoming leads. For each demographic or data point a potential lead matches with your persona, they’ll earn points. It’s up to you to determine how valuable each data point is. Maybe having a certain amount of budget and working at a medium-size business are more valuable than being in a certain industry, and a specific department merits more points when a lead is a match. The sales team will be able to help you figure out which data points are more important. Your CRM makes it easy to find trends among past customers that can inform which attributes are paramount in potential buyers. You can also check past customers’ website, email, and social analytics to track how they interacted with your brand before purchasing. Maybe there’s a magic number of times they need to visit your website before converting, or maybe there’s a key white paper they need to read before being ready to buy. You’ll get the data for your lead scoring from a number of places, including: - Data that the lead shares when filling out a form. - Website, social, and email analytics. - Public data about the lead’s company and industry. Work with sales to set a threshold. If a lead earns X amount of points, they’re considered qualified, and you can move them onto the sales portion of the funnel. These processes can be greatly facilitated with lead generation software, which is becoming indispensable for  advertisers who aim to drive performance at scale. ## Key Takeaways Lead generation is a complex and lengthy process. When done well, you’ll be able to attract the right buyers, get them interested in your product, and ultimately get their contact information so you can hand them over to sales to close the deal. An effective lead-gen strategy requires everything from helpful content to well-designed landing pages to expertly managed emails, social posts, and advertisements to a sound lead-scoring program. Now learn how to run a successful lead generation campaign. ## Frequently Asked Questions (FAQs) ### What is the best strategy for lead generation? The best lead-generation strategy depends on your brand, your product or service, your industry, your competitors, and, most importantly, your ideal customer. That said, an omnichannel lead-generation strategy — one that creates a consistent customer experience at every touchpoint — is typically the best approach. That means unified messaging across channels and content types, ultimately making sure your ideal customer knows they can trust you to solve their challenges. ### Is generating leads hard? Generating leads is challenging for marketers. In fact, according to a 2024 marketing report by HubSpot, 15% of marketers said that generating traffic and leads was their biggest challenge. ### What is the fastest way to generate leads? Lead generation is a process that takes time, and the bigger the sale, the longer it takes to nurture potential leads before they’re ready to convert. That said, you can expedite the process by getting referrals from current customers, increasing your ad-spend budget to promote content that’s been proven to convert, and creating time-sensitive offers (e.g., discounted pricing for a limited time). --- ### Data Visualization: Turning Data Into Marketing Insights URL: https://www.taboola.com/marketing-hub/what-is-data-visualization/ Last Modified: 2025-05-20 10:33:31 Successful marketing, in which outreach leads to conversions, all starts with data. The more you know about your potential customers, the better you can tailor marketing efforts that will resonate with them and lead to conversions, instead of prompting them to scroll by or click that “unsubscribe” button. The more data you can collect, the better, but there’s a problem: A surplus of data can become overwhelming. That 50-page spreadsheet with information collected from thousands of potential conversions may contain a wealth of data, but it may also be nearly incomprehensible for a person to process. The solution to excess data is data visualization. In simple terms, data visualization is transforming raw data — such as numbers, percentages, or averages — into visual representations like charts, graphs, and maps. Organizing data this way allows marketers to identify the patterns and trends hiding within dense datasets. Data visualization can enable businesses to make informed decisions based on easily understood visual representations of stats rather than by going through the numbers alone. “I see data visualization as the bridge between raw data and actionable insights,” says Pieter Wellens, co-founder and CTO of Apicbase. “For marketers, it’s all about making sense of the endless metrics and turning them into something that drives decisions. Whether it’s using heatmaps to analyze customer interactions or dashboards that track KPIs like campaign ROI, visualization tools are game-changers.” ## Why Data Visualization Matters for Marketers “Data visualization is about transforming spreadsheets full of complex data into something visually clear, like a chart or dashboard, that helps marketers make smarter decisions,” says Binod Singh, founder of Cross Identity. “It isn’t just creating pretty graphs, it’s about uncovering connections and patterns that might otherwise go unnoticed. For example, when you map customer demographics against purchase trends in a visual way, you can identify key audience segments and tailor campaigns specifically for them. That kind of insight can mean the difference between a campaign that connects and one that falls flat.” Done well, data visualization not only makes the information you’ve collected more easy to process, it can help confirm or dispel assumptions you and your team made. They may even reveal hidden trends, patterns, and behaviors you didn’t anticipate. The metaphor of a 1,000-piece jigsaw puzzle is accurate when it comes to data visualization: Only the assembled puzzle reveals the full picture. ## Key Principles of Effective Data Visualization If you know what you’re looking for — and you don’t anchor yourself to preconceived notions — data visualization can help reveal significant and actionable information about your potential customer base. But you have to know when it’s time to stop collecting data and to start putting it to work. “Finding the right balance between being complicated and being clear is important,” says Michelle Nguyen, product owner and marketing manager at UpPromote. “Even though it might be tempting to put all of your possible data points on a dashboard, I've found that focused, purpose-driven visualizations work best.” ## What Are the Advantages and Disadvantages of Data Visualization? The greatest advantage of data visualization is that it makes information easily digestible. Through the use of charts and graphics, data visualization allows people without data analysis training to make sense of the numbers. When used properly, data visualization helps reveal patterns and trends in human behavior, and allows for more accurate predictions and better marketing initiatives. There are a few potential disadvantages to data visualization if it’s improperly implemented, however. One major issue is that improperly created visualizations can lead to misinterpretation of data. It’s also sometimes possible to oversimplify a data set, which can lead to missed information that would have been otherwise informative and actionable. Also, it can sometimes be challenging to determine the best graph or chart to best represent the data. ## Data Visualization and Big Data “Marketers deal with tons of data daily,” says Jase Rodley, SEO consultant and founder of JaseRodley.com. “Website traffic, social media engagement, sales figures — the list goes on. But raw numbers can be overwhelming and that’s why we need visualization. So, if you’re tracking the performance of an ad campaign, a simple line chart can show you how clicks have changed over time. You can quickly see what’s working and what’s not.” Data visualization turns that overwhelming wall of “big data” into manageable nuggets of information, so if you have a mountain of data through which you need to parse to find actionable insights about your customers (or potential clientele), you need to turn to the visuals. ## Common Types of Data Visualizations for Marketers - Bar charts: Charts with bars of differing height or length indicating an amount of data. - Pie charts: A circular chart with data divided into segments that’s especially useful for showing percentages. - Flow charts: A diagram connecting data points together with graphics and lines in a chronological or otherwise logical manner. - Line charts: A chart using linear depictions of data, usually rising and falling over time, that helps demonstrate change. - Scatter plots: A visual display, usually on an X-Y axis, with individual data points displayed. - Heatmaps: A representation of data as a map or diagram, with data values shown as colors that can be used for functions such as showing frequency of website visits. - Histograms: Similar to a bar chart, a histogram almost always involves numerical frequency of events over time. - Treemaps: A graph with nested rectangles, each of varied size and representing different data, and with all data related as part of a larger whole. - Infographics: Various types of visual imagery used in place of words in the sharing of data. - There are other types of graphics that can be used in data visualization, but these are the most common and, in most cases, the most useful. ## 5 Best Practices for Presenting Your Data “The key is to make data visualization accessible, not overwhelming,” says Singh. “It’s not just for analysts, it’s for everyone on the team. When done right, it empowers marketers to be more creative and confident in their strategies.” To that end, use the simplest graphics that will display the data accurately. Pie charts are easier for most people to process than scatter plots, for example, so use the former when applicable. Bar charts are clearer than bubble charts, so again, opt for ease of comprehension. Flow charts can help break down big ideas. Line graphs are great for picturing data over time. Make sure to return to your data visualizations time and time again after you have collected new information. “The best visualizations are those that represent data as a story with a progression,” says Samantha Taylor, marketing manager and business consultant at LLC.org. “In a timeline chart, for example, you can visualize how a marketing campaign progressed through six months, and adding event cues like product releases or campaign pivots can help marketers visualize the effects of certain actions. Also, contrast is a necessary addition. Distinguishing anomalies, such as an uptick in traffic or a segment that’s performing poorly, instantly becomes useful.” ### 1. Know Your Audience Having a good understanding of your audience is marketing 101 and will help you create the right data visualizations. Ask yourself how familiar your readers are with the data you want to present and whether they are comfortable interpreting data. Based on that answer, consider how much information to present in one visualization. Knowledgeable audiences can handle more detailed data presentations; others might benefit from multiple data visualizations that show more straightforward correlations. ### 2. Pick the Right Visual Format From line graphs to heatmaps, there are many ways to present data visually, and no decision is more important than the format. The key here is to think about how the data points relate to each other and what you want to communicate. The most common data visualization types are listed above. ### 3. Provide Context In Your Data Viz Even the best-looking data visualizations need explanations to help guide the reader and to make sure the data won't be misinterpreted. Here's what you need to do: - Clearly label the image, the X and Y axes, and any incremental marks. - Add a few words directly into the graph to highlight interest points. - Include a caption to summarize the data or draw attention to a specific trend. ### 4. Use Colors Effectively Colors are powerful and can help emphasize important information, but don't forget to explain what the colors represent through a key. Optimize your use of color by: - Using a different color for each category - Showing lower values in lighter colors and higher values in darker ones - Having the same color to represent the same variable. - Selecting a color like gray to show a baseline - Picking brighter colors to depict important points ### 5. Design for Inclusivity Following user experience and accessibility best practices should already be top of mind for your website and content pieces. Apply a similar mindset to data visualizations. Worldwide, about 300 million people have a visual impairment, like color blindness or less than perfect eyesight. If you design with them in mind, you will produce data visualizations that serve them and every other visitor. Tips for doing this include: - Use contrasting colors - Avoid pairing red and green together - Add a pattern or texture on top of colors for an extra layer of distinguishability - Label elements with text or icons ## Tools for Creating Data Visualizations There are myriad data visualization tools available today, with some of the most popular being Tableau, Google Charts, Datawrapper, and Domo. Google Charts has the advantage of being free, while other options often have free trial periods. ### Tableau Tableau is a great tool for more novice users, as it offers a user-friendly interface, a wide range of chart types, the ability to handle large datasets efficiently, and an interactive dashboard, making it accessible for inexperienced and experienced analysts alike, including people without extensive coding knowledge. ### Datawrapper Datawrapper is noted for prioritizing data transparency, so it’s a good platform for sharing information with an audience. ### Domo Domo offers a vast catalog of chart types and graphics, including many interactive features and real-time updates, so for creating visually engaging and dynamic presentations, it may be the best choice. These are but a few of the many options out there, so be sure to search around for a data visualization option that’s easy to use and will serve you over time. ## Case Studies and Real-World Examples of Data Visualization Perhaps the best recent and widespread use of data visualization was during the height of the COVID-19 pandemic. Hearing about high levels of infection and transmission could be unnerving but ultimately abstract, but visual representations of the infection rates, death tolls, re-infections, and more made it easier for non-healthcare professionals to grasp the gravity of the spread of the disease. Data visualization using charts and graphics is also an important way to make sense of the voluminous data that comes with trading stocks. With billions of transactions occurring every day, the proper tracking of stock performance would be impossible for the human brain without data visualization. On a smaller scale, keeping a mood journal, tracking your fitness, or watching your diet can all be made simpler through data visualization. ## The Future of Data Visualization in Marketing The future of data visualization for marketers will surely be heavily influenced by ever more advanced artificial intelligence (AI). AI allows for real-time data analysis, the crunching of immense volumes of data, and the creation of customized graphics and analysis. This functionality will allow marketers to create interactive, personalized, compelling, and actionable visualizations that present better insights than ever. This will also enable better audience segmentation and will lead to more effective marketing efforts. ## Key Takeaways Data visualization demystifies data sets, revealing the trends, patterns, ups and downs, successes and misses from the abundance of information collected about people, marketing campaigns, timelines, and more. Common uses of data visualization include the use of charts and graphs, such as pie charts, heatmaps, and line graphs. Data visualization is a necessary tool for marketers who want to maximize the efficacy of their efforts and create marketing campaigns and outreach that will match the behaviors and preferences of potential conversions. ## Frequently Asked Questions (FAQs) ### Which types of data are most important to visualize for marketing campaigns? In the digital era, the most important types of data to focus on include customer demographics, website traffic, conversion rates, sales information, campaign performance information (click-through rates, open rates, and bounce rates), customer acquisition cost, customer lifetime value, social media engagement, and competitive analysis data. ### How can data visualization improve decision-making in marketing? Data visualization enhances marketing decision-making by presenting otherwise complex data in a visually intuitive way, enabling marketers to identify trends, patterns, and metrics that can help them make more informed decisions about campaign optimization, audience segmentation, resource allocation, and overall strategy. ### What are the emerging trends in data visualization for marketers? As noted, AI is the true game-changer when it comes to data visualization in marketing. No longer do marketers have to seek out the best available tool for converting the data they’ve collected into a pre-ordained type of visualization: Now, they can create customized tools from scratch that are perfectly tailored to suit their needs. Platforms like Qlik, GatherAI, and the aforementioned Tableau all offer such capabilities, and most offer free trials. Prices vary, but most such companies offer monthly plans that cost less than $100 for limited use. --- ### Best Practices for Landing Page Optimization (Tactics and Benchmarks) URL: https://www.taboola.com/marketing-hub/landing-page-best-practices/ Last Modified: 2025-05-26 09:05:46 When running ads, you likely hope to generate leads. That means you need to create landing pages that encourage visitors to take action when they arrive from an ad. Let’s review best practices for writing and building a high-converting landing page. ## How to Optimize Your Landing Pages: 10 Best Practices ### 1. Your Landing Page Should Only Include One Link Your landing page should not include the page navigation links typically used on your homepage and throughout your website, nor should it promote your social media accounts. That’s because your landing page shouldn’t include any component that tempts visitors to take any action besides the one you want. Including superfluous links and other distractions is the most common landing page mistake. Research from Unbounce reveals that landing pages with one link convert at the highest rate, yet only 14.8% of landing pages have one link. Optimize your landing page by giving visitors only one action to take. ### 2. Ensure the Ad-to-Page Transition Is Seamless When a visitor clicks on your ad and is taken to your landing page, it should be clear that they are getting what is promised. Your message should quickly reinforce your ad’s message so your visitor never wonders, “Why am I here?” Here’s an example of message matching in action. The PPC ad above promises a social media management tool for tracking campaigns. The landing page transitions the visitor to content aligned with the selling proposition. ### 3. Feature a Benefit-Driven Headline Great landing pages can be short and sweet or long and savory. They vary in length, and there are no steadfast rules to dictate word count. But the headline should include a clear benefit that visitors can relate to. Here is an example of a Taboola by Grammarly. The headline is clear and straightforward. It explains the benefit the visitor is looking for in a simple manner. Later, another section provides a subhead benefit. Not only will you see better grades, but you can also write confidently in any setting. Grammarly does a masterful job and clearly stating benefits in a compelling manner. ### 4. Create a Clear and Simple CTA Your call to action should be clear and simple. There should be only one action to take. The Grammarly example is also one of creating a simple CTA. Their call to action is to “Add to Chrome.” The CTA is simple, and Grammarly’s expectations of the visitor are clear. The button is also prominent, and throughout the landing page, it’s easy to take action whenever you’re ready to stop scrolling. ### 5. Design a Compelling Call to Action The various landing pages examples in this post feature prominent call-to-action buttons. You want your CTA buttons to stand out on your landing pages. Tactics you can use to direct the reader’s eyes to your button include: - Use a contrasting color. - Provide ample negative space around it. - Repeat the button at multiple scroll depths. - Create an eye path to the button with arrows or how it’s placed relative to the images used. For instance, photos often show people looking at or pointing to the call to action. Purple Carrot’s landing page features attractive call-to-action buttons placed in multiple locations. Here’s how to write a compelling call to action: - Avoid generic language such as “submit.” Instead, write concise statements that reiterate the offer. - Try first-person pronouns such as “me” or “mine” and second person such as “you” and “your.” For example, “Find my plan” (as shown above). - Include action-oriented verbs like “find,” “start,” “get,” and “save.” - Place statements that might overcome objections near the button, such as “no credit card required” or “cancel anytime.” For additional ideas and inspiration, check out these articles from Feldman Creative and Thrive Themes. ### 6. Make Forms Short and Simple A common — and highly effective — tactic is to request the visitor’s email address and nothing more. Conversion increases vastly when the process is quick and easy. Resist the temptation to be overly needy or greedy when requiring a user to fill out a form. Unless you have a legitimate reason to qualify the prospect, use the fewest number of fields you can. Form length may depend on where your offer lies in your marketing funnel. As a rule, longer forms may be less of a deterrent as you progress down the funnel. Of course, your landing page lead capture form should be neatly arranged and feature clearly discernible fields visitors will find easy to fill. Each field should be clearly labeled and not force the visitor to make decisions. The form above is very simple, with minimal fields. You need to enter an email and phone number and create a password. It’s a simple form that also allows you to see immediate results. The Bill4Time landing page also requires a “Company ID” field because the service requires the new user to create a URL. It also features a button enabling registrants to agree to receive a monthly newsletter, which I suspect will deliver helpful tips for using the service. ### 7. Use Social Proof Use social proof to help those unfamiliar with your brand overcome their fears and proceed with greater confidence. Consider including the following elements on your landing pages to elevate the visitor trust: - Customer testimonials - Reviews - Customer logos - Trust seals (safe transactions, accreditations) - Media features (“As seen on”) - Social media posts created by fans and customers - Privacy policy link - Numbers (downloads, customer count) Consecutive sections on this Typeform landing page display customer logos and a testimonial. It makes it clear that Typeform has high social proof because major, trusted brands use it. On top of that, there’s a testimonial from someone who has used the service and finds it helpful. This (mobile) landing page from Neat displays an impressive stack of numbers intended to assure newbies the service has served the needs of thousands of small business customers. A common and effective tactic on ecommerce landing pages is to showcase user-generated content and review systems that produce star ratings. ### 8. Use Copywriting Best Practices It’s easier than ever to create landing pages. You’ll find landing page templates offered by email service providers (ESPs) and marketing automation platforms. To get you started, a number of companies provide an even greater selection of templates, plus simple solutions for customizing, re-using and testing them. Look at Unbounce, Instapage, and LeadPages, the leaders in the field, if you’re interested in creating effective landing page designs quickly. However, you need to make sure you’re using best practices. Copywriting best practices include things like: - Research your audience so you understand their needs and pain points, and then write copy that addresses those issues. - Focus more on benefits than specific features. You need to help the visitor visualize how your offer will enhance their life rather than providing a laundry list of features. - Speak the language your audience is familiar with and relates to. - Your CTA should be simple and easy to accomplish. Give the visitor something to do that’s clear-cut. - Offer the information they need to take the action you suggest. ### 9. Optimize Pagespeed Your landing page needs to download quickly. Many visitors get frustrated and give up if a page loads too slowly. Look at the page elements and make sure something isn’t slowing you down. If you keep your landing page simple, it shouldn’t have a lot going on to reduce the pagespeed. ### 10. Test Your Landing Pages Don’t forget to test your landing pages. This includes changing aspects of your landing page to compare outcomes. For example, test two different headlines to see which leads to higher conversions. Test out different buttons. This is called A/B testing and can help you see which variant works best. Put effort into A/B testing your landing pages — it’s worth it. The more you learn about how your specific audience reacts to different landing page designs, the better. When testing your landing pages, make sure you only test one element at a time. You need to know which items are doing well, and testing too many at once can muddy the waters. Periodically review your landing page and ask the following questions: - Does your landing page focus on one deliverable? - Will visitors immediately understand the offer? - Does every element on the page direct the visitor to comply with the offer? - Have you removed the navigation links used on your homepage and throughout your website? - Does your headline closely match the content of the ad or asset that inspired the visit? - Have you made your call to action button (or buttons) impossible to miss? - Does your call to action reiterate the offer and imply action? - Is your form fast and easy to complete? - Have you included one or more forms of social proof on the page to build trust? Test each of these elements and tweak them. As you continually improve, you’ll start to see better conversions. See How Gannett’s Innovative Headline Testing Benefits Local Audiences See How A/B Headline Tests Boost Homepage Article CTR by 44% for German Sports Publisher ## Landing Page Benchmarks Before you start planning your landing page optimization strategy, it's important to look at landing page conversion statistics. When you know the benchmarks, you can understand whether your landing pages are underperforming or exceeding expectations; and you'll know which landing page best practices work for your audience. ### Landing Page Conversion Benchmarks Here are some general benchmarks for landing pages to get you started: - The median conversion rate for landing pages is 6.6% (Unbounce) - 90% of visitors who read your headline will also read your call-to-action (CTA) (TechJury/MarketingSherpa) - Companies that increase their number of landing pages from 10 to 15 see a 55% increase in leads (Hubspot) - 48% of landing pages include more than one offer (Marketing Experiments) - Companies with 31 to 40 landing pages get seven times more leads than those with one to five landing pages (Hubspot) - Landing pages have, on average, 11 form fields (PageWiz) - Companies with more than 40 landing pages get 12 times more leads than those with 15 landing pages (Hubspot) - 86% of the top landing pages are mobile-optimized (Nifty Marketing) - 48% of marketers build a new landing page for each new campaign (Marketing Experiments) - 52% of marketers reuse landing pages for their campaigns (Marketing Experiments) ### Landing Page Conversion Rate Optimization (CRO) Statistics The following landing page conversion rate statistics will fuel ideas for your landing pages: - Reducing landing page form fields to just four, boosts conversions by 120% (Unbounce) - Requesting age reduces conversion rates (Hubspot) - Putting multiple offers on your landing page can reduce conversions by 266% (TechJury/bluleadz) - Conversion rates drop by 4.42% for every extra second of page-load time (Portent) - Landing page sign-up forms have a 23% conversion rate (Omnisend) - 25% of online shoppers land on product-detail pages (Marketing Charts) - Visitors who land on product-detail pages generate half the revenue of those landing on other pages (Marketing Charts) ### Landing Page Optimization Statistics These landing page stats should give you a head start on landing page optimization: - Click-through landing pages perform best for most industries, but 62.6% of landing pages use forms (Unbounce) - A one-second delay in page-load speed leads to a 7% drop in conversions (Neil Patel) - A typical landing page bounce rate benchmark is 60-90% (comedialabs) - A mobile page load time of over five seconds almost doubles the likelihood of visitors bouncing (Google) - 80% of a mobile visitor's attention concentrates on the top of the page (OptinMonster) - 37% of the top landing pages include testimonials (Nifty Marketing) ### Landing Page Click-Through Rate Statistics What happens when visitors click? Check out these landing page conversion statistics, including some from Taboola Trends: - Images of people have a 66% higher click-through rate (CTR) than those of objects (Taboola Trends) - The CTR for images without text is 52% higher than for images with text (Taboola Trends) - Close up images are 24% more engaging than zoomed out images (Taboola Trends) - Color videos have a 36% higher completion time than black and white videos (Taboola Trends) - Navigation links reduce post-click landing page conversions (Instapage) - Using click-to-scroll reduces bounce rate by 37% (OptinMonster) ### Landing Page Best Practices These landing page conversion stats and landing page best practices should prove invaluable when it comes to developing your own landing page strategy: - 82% of customers read online reviews and these help to build trust (BrightLocal) - Using color boosts brand recognition and sales by up to 80% (Xerox) - Including contact information builds trust (Neil Patel) - Long landing pages can generate 220% more leads (Marketing Experiments) - Images of real people perform better than stock images (Content Marketing Institute) - 37% of the best landing pages include testimonials (Nifty) - Using landing page videos can boost conversions by 86% (TechJury) - 58% of landing pages include clickable graphics (Marketing Experiments) - Personalized CTAs convert 202% better than generic CTAs (Hubspot) ### Landing Page A/B Testing Statistics Testing is key to identifying landing page conversion rate benchmarks and improving performance. Here are some eye-opening landing page conversion rate statistics relating to landing-page tests: - Just 17% of marketers use A/B testing to boost conversion rates (Hubspot) - President Obama used A/B testing to raise an additional $60 million (Event360) - A/B testing is the most common method for optimizing landing pages and improving conversions (Econsultancy) - More than 20% of businesses say they don't have an effective testing strategy (Business2Community) - Companies who saw improved conversion rates in the past year are doing, on average, 50% more tests (Econsultancy) - Companies that use Conversion Rate Optimization (CRO) tools see a 223% boost in ROI (VentureBeat) - Targeting and testing can increase conversions threefold (Steelhouse) - 44% of companies use split-testing tools (Invesp) - 61% of companies run five or fewer landing-page tests per month (Wordstream) Landing pages are a common business tool, but not everyone uses them effectively. Use the landing page conversion statistics and landing page benchmarks in this guide to help you understand what's working and what's not working with your landing pages, so you can meet your business goals. ## Key Takeaways A high-converting landing page is the key to success for your ad campaigns. Your landing page is the best way for you to convert visitors to leads that can be nurtured to make a sale. ## Frequently Asked Questions (FAQs) ### What makes a good landing page? Good landing pages have various key components, including a strong headline, clear messaging, simple call to action and compelling copy that encourages the visitor to take the desired action. The landing page should also have a simple form or action that makes it easy to take the desired action. ### What is the best layout for a landing page? A simple layout that is clean and minimalist, with a compelling headline and visible call-to-action button, is more likely to be high-converting. ### Should I design a custom landing page or use a template? Whether you use a template or a custom page depends on your goals. However, many templates can be useful in helping you make sure the basic elements of a high-converting landing page are present. --- ### Attribution Models: Definition, Types, How to Choose the Right One URL: https://www.taboola.com/marketing-hub/attribution-models/ Last Modified: 2025-10-26 11:25:37 The road to making a sale can involve many factors. It’s almost never as simple as someone seeing your ad and pulling out their wallet. Rather, they might have watched a video advertisement, then seen an image, made a mental note to check out your product, and then clicked on your site a few days later. With so many touchpoints, advertisers need to know which ones have influenced the consumer to take action so they can most efficiently allocate their ad spend. That’s where attribution models come in. ## What Is an Attribution Model? An attribution model gives you insight into the customer’s journey to purchase. The models range from simple to complex, and they each prioritize different aspects of the journey. With attribution models, you can track which touchpoints led to a sale, so you can more effectively allocate your spending and your focus. ## Types of Attribution Models You Should Know About Attribution models generally fall into either single touch or multitouch versions. With single touch, one point is tracked and credited, and with multitouch you can see other important factors that led to the final moment in the sale. For example, if you have a social media presence on Instagram, you might create a post highlighting a new product you just launched. Your potential customer remembers the Reel, but doesn’t click though. The idea has been planted, however, and she searches for a similar product on Google. Your Google ad comes up, and she clicks through to your website. After browsing for a few seconds, your website serves her a pop-up ad asking if she wants to receive your email newsletter. She signs up, but is distracted, and doesn’t make a purchase. Finally, after getting her first email, she clicks through to make a purchase. ### First-Touch Attribution The single-touch model credits the first trackable touchpoint where someone engages with your brand. In our hypothetical case, your user saw your product on an Instagram story. It’s easy to see the purpose of this type of attribution since it was the first step in gaining customer participation. Unfortunately, first-touch attribution only tracks that first touch so you won’t know what happened afterward that steered the customer to make a purchase. ### Last-Touch Attribution Crediting just the final action before purchase, last-touch attribution is also single touch and easy to comprehend. While it’s nice to know where the customer landed right before actually clicking “buy,” this method doesn’t take into account what the customer viewed or listened to leading up to the sale. ### Position-Based Attribution This multitouch attribution model gives different weights to different touchpoints. The first and last touchpoints each get 40% of the conversion credit, and the middle touchpoints get a combined 20%. The method serves to point out places where the introduction was made and where the action occurred while not ignoring what happened in between. ### Linear Attribution Linear attribution is a multitouch model that gives equal weight to each touchpoint along the marketing funnel. It attempts to give advertisers a more thorough picture of the customer journey by acknowledging each engagement as an equal part of the conversion. That said, not every interaction was necessarily as important as the ones that came before or after, so while holistic in scope, this method could provide an inaccurate assessment. ### Time-Decay Attribution This multitouch method credits recent interactions more heavily than past ones. While marketers should know which lower-funnel stops led up to a sale, the model can unfairly minimize the earlier steps that led to conversion. ### Lead-Conversion Touch Attribution This complex, multitouch system credits the touchpoints that turned a lead into a customer. It combines data collection, touchpoint-scoring based on perceived impact on conversion, weighted attribution for each touchpoint based on the first two factors, ongoing evaluation, adjustments, and optimization. ### Custom Attribution With custom attribution, a marketer can set up their own preferences and priorities for which factors are assigned value and how highly they are weighted. This allows marketers to get more granular with their analysis and look at things like email campaigns, offline marketing, and website analytics. Though it takes more time to set these up, custom attribution models can be the most effective way to understand your specific customer journey so you can make informed campaign decisions. Learn also about the importance of mobile attribution for ecommerce businesses. ## How to Choose the Right Attribution Model - First-touch attribution: This is helpful for understanding top-of-funnel customers, as it shows which method captured their attention. Use it when focusing on lead forms and demand generation. - Last-touch attribution: This helps you learn what drove customer action at the end of a conversion, even if they’ve already experienced previous brand exposure. Use this if you’re focused on driving conversions. - Position-based attribution model: As this gives you a full picture while also attributing different weights to different touchpoints, use this when you want to credit all aspects of the trail while acknowledging that the intermediate stages might carry less weight than the beginning and end. - Linear attribution: This gives you a broad picture of how your strategy and various channels came into play. Use this when you believe all your touchpoints play a relatively equal role in helping you meet your sales goals. - Time-decay attribution: This can be helpful if you have a slower sales cycle that takes place over time. Use this when you want to account for all channels but still place more emphasis on recent and bottom-of-funnel interactions. - Lead-conversion touch attribution: As this gives you a sense of milestones along the customer journey, use this when you want to focus on which channels turn a lead into a customer. It’s best to use the lead-conversion touch attribution model when you want to determine which channels are the best use of your advertising budget. - Custom attribution: Use this when you have the time and capabilities to design a program specifically tailored for the nuances of your business or brand. It can help you focus on the channels that reap the most rewards and work out the issues with channels that aren’t maximizing your campaign’s potential. On Taboola’s leading native advertising platform, each marketer can choose the best attribution model to analyze Taboola Ads performance campaigns, and experiment with different solutions to improve their campaign goals. Marketers can also access robust, real-time data and analytics reports to help track campaign performance across the web and improve conversion rate optimization. ## The Role of Data in Attribution Models Data is essential in attribution models. Think of it as breadcrumbs tracing a trail. Each little bit provides information about how a consumer got from start to finish, and it’s up to the advertiser to decide which of those breadcrumbs they want to track. ## Impact of Attribution Models on ROI Attribution models can significantly impact ROI. Choosing the right one for your brand is key to seeing the highest benefits. By using the right attribution model, you can see if your budget is being allocated effectively or if spending has been wastefully sent toward channels or campaigns that don’t serve your goals. Without the right attribution model, it can be harder to know why your customers make the choices they do, which in turn makes it more challenging to know how to steer your advertising dollars. Learn more about how to avoid attribution errors. ## Common Challenges and Misconceptions About Attribution Models Some common challenges involved with attribution models are restrictions in tracking, inability to see the entire customer journey, and difficulty picking the most helpful attribution model for your brand. The more information you can attain about your customer, and the more you know which information is the most valuable to your goals, the better your outcome with an attribution model can be. Popular misconceptions include: - All touchpoints are equally important: While there might be cases where this is true, in general each touchpoint carries its own value and some will be more essential to the customer journey than others. - Last-click attribution is all that matters: While there’s something to be said for that final action before conversion, it ignores everything that came before it and won’t give a full picture to the marketer trying to understand what motivates their consumer. - Attribution models are always accurate: Single-touch attribution models, for example, don’t account for cross-channel journeys. Without every bit of information, some of it very granular and hard to attain, you can’t know exactly what motivated your consumer to finally click “buy.” Attribution models offer brands a chance to join their consumer on the path to purchase. Brands would do well to choose which attribution model best serves their needs and is likely to provide the history they need in order to determine future ad spend. ## Frequently Asked Questions (FAQs) ### What is the main purpose of attribution modeling? The purpose of attribution modeling is to attain information about a customer’s path to purchase. This lets the marketer know where to spend more or less money, and where to increase, decrease, or alter their advertising efforts. ### What is the formula for attribution models? Each attribution model has its own formula. The formula for each model is based on various factors like first click, last click, or a combination of clicks. The formula you choose will determine the type of outcome you get and the kinds of things you will learn about your consumer. ### What is a potential limitation of attribution modeling? There are some limitations of attribution modeling. For example, factors like economic conditions, competitor strategies or offerings, and cultural or seasonal trends can all impact buyer behavior in ways that might not be viewable. It can also be hard to know which touchpoints are most essential to track for any given brand, and which system is the best way to track them. --- ### Top-Of-Funnel Marketing: What It Is, How It Works, and Tactics URL: https://www.taboola.com/marketing-hub/top-of-funnel-marketing/ Last Modified: 2025-05-20 10:52:42 Top-of-funnel marketing builds brand awareness, generates leads, and engages potential customers. Modern marketing is often described as a funnel. The bottom of the funnel is the stage where prospects are first becoming customers, or continuing to buy or subscribe to your product or service. Top-of-funnel (also known as TOF or TOFU marketing), is the earliest stage in this journey, and it’s essential for any company casting a wide net to attract potential customers or paid users and move them down the funnel toward sales. ## What Is Top-of-Funnel Marketing? Top-of-funnel marketing describes the awareness phase of audiences becoming familiar with your company or product at a high level. From there, the journey down through the funnel stages includes interest, consideration, intent, evaluation, and finally the purchase phase. During each step of the journey, marketers must stay in contact and keep their leads engaged and interested. While the goal is to move leads to the bottom of the funnel, that cannot happen without dedicating time and energy to TOF. What is top-of-funnel marketing, exactly? Let’s take a look. ## How Does Top-of-Funnel Marketing Work? Top-of-funnel marketing refers to the first stage of the buyer’s journey. Marketers strategize content and tactics to help spread brand awareness about their products and services to generate leads that will hopefully, eventually, become customers. Marketers and media buyers should target the top of the funnel when attempting to bring in new leads to nurture. At this point, potential customers will be gathering as many leads as possible, and then narrowing them down as they go through the funnel. Top-of-funnel marketing is useful when trying to find new consumers who haven’t discovered you before. It’s not for targeting repeat customers who are already aware of what your company does and sells. ## Why Is Top-of-Funnel Marketing Important? A top-of-funnel marketing strategy can make the rest of your funnel work that much more efficiently. Without an extensive pool of top-of-the-funnel prospects, the middle and bottom will be much smaller and less lucrative. Today’s buyers are primed to see your top-of-funnel efforts, too. At least 47% of buyers view three to five pieces of content before engaging with a sales rep, according to Hubspot. Internet-savvy users expect brands to create content across all channels and formats, whether it’s a company blog or TikTok video. ### Top-of-Funnel Marketing Benefits Dedicating time and resources to building a strong top-of-funnel marketing strategy can yield many benefits, particularly in the long term. This is where marketing teams can build strong brand awareness, giving down-funnel teams more to work with. Top-of-funnel marketing is focused on getting the attention of your target audience so that they think positively about your brand and start to understand the value your company provides. Potential buyers will be more willing to hear from you once they have a positive impression of your brand, helping to build goodwill for later interest and purchases. Top-of-funnel marketing can help achieve these goals: - Boost brand awareness. - Generate qualified leads. - Improve engagement rates. - Provide long-term advantages. - Educate potential customers. - Educate the broader market on your industry and offerings. - Drive awareness about your products and services. ## Types of Top-of-Funnel Marketing Content Top-of-funnel marketing is heavily content-driven in the modern market, in contrast to formerly traditional advertising like billboards or TV commercials. Instead, inbound content can both be more targeted to the right potential customers and show its value more readily. There are multiple paths to finding and developing leads these days with top-of-funnel efforts. Those paths will vary widely based on your audience, your industry, and your team’s creativity and appetite for experimentation. A potential customer may do a Google search and come across your educational, search-optimized article, then click the call to action (CTA) to get details on your products and services. Another person may see your content on social media or through paid native advertising, and end up entering their email address to download a useful, timely ebook. These readers become leads to nurture through the funnel. Consider any and all of these content types when you’re building a top-of-funnel marketing strategy: - Blog posts. - Native advertising posts. - Infographics. - Videos. - Whitepapers. - Social media posts. - Research studies. - Industry reports. - Guides. - Direct mail. - Webinars. - Events — virtual and in-person. - Ebooks. Always keep your audience in mind. A B2B (business-to-business) audience might engage with detailed blog posts and case studies, while a B2C (business-to-consumer) audience could engage with fun, social-first videos. Research your audience and do some testing to see which content resonates best. Explore B2B Social Media Trends for 2025. ## Top-of-Funnel Marketing Tactics Marketing tactics at the awareness stage should vary from tactics at the sales stage. At the top of the funnel, you’re providing value to potential audience members. This stage is all about them — educating and entertaining and helping to make their job easier (for those in B2B) through your content. Research and analyze what kind of content your audience wants and create content accordingly. Start with users and their problems, not your sales or leads goals. A consumer tech company might produce related but light, entertaining content, while a B2B tech company could conduct and publish industry research or surveys. In exchange for the value you’re providing to these prospects, you can ask for an email or phone number to generate leads. Always include relevant, clear CTAs in your content, such as links in a blog or social post, to guide readers to product pages, demo offerings, or other mid-funnel content. That’s when you can open up more of a dialogue with a prospect and start proving your company’s particular value in products or services. ## Top-of-Funnel vs. Bottom-of-Funnel Marketing At the top of the funnel, you’re introducing your company to prospects in engaging, entertaining ways. You’re saying hello and asking readers if they’d like to learn more, all while keeping their problems and needs top of mind. Further into the funnel, you’re having a more direct conversation, offering more details about how your product or service might help. Middle-of-the-funnel content should include content like customer testimonials, case studies, free trials, demos, and live webinars that show your company is knowledgeable — an industry leader that brings results for your customers. The end of the funnel is when a salesperson will make a hard sell to a potential customer. You might offer free in-house demonstrations, limited time promotional codes, or one-on-one consultations. The goal is to sweeten the deal and make the sale in this stage, whether a one-time purchase or a multi-year subscription or commitment. ## How to Measure Top-of-Funnel Marketing Campaigns You’ll need to measure your top-of-funnel marketing efforts on an ongoing basis to see how they’re working. Top-of-funnel metrics are often quite different from mid- or bottom-funnel measurements, since they don’t directly result in a sale or even a qualified lead all the time. Start with setting your top-of-funnel key performance indicators (KPIs) based on audience research and market knowledge. These are some common top-of-funnel marketing campaign KPIs: - Impressions: How many times your content or ad was viewed. - Click-through rate: An engagement measure for how many people explored your brand further by clicking on a link. - Bounce rate: The percentage of people who leave a website immediately, indicating a mismatch in audience expectations vs. reality. - New visitors: How well your top-of-funnel efforts did to drive net-new traffic. - Social media engagement: The increase in likes, shares, reposts, comments, and followers due to top-of-funnel work. - Audience reach: Shows the number of prospective customers exposed to your message in a period of time. - Brand sentiment: Helps show brand awareness and the impression audiences have, plus comparison with competitors. - Newsletter signups: May overlap with middle-of-funnel work, but can reflect increased interest in the company and influence of top-of-funnel work. - App download: Depending on industry, downloading your app can be an indicator of increased interest and activity to continue nurturing. Combining these insights can be incredibly valuable for your team to understand what’s working and what isn’t in order to adjust strategy and tactics accordingly. ## Examples of Effective TOF Marketing Campaigns Lots of companies infuse creativity and audience understanding into their top-of-funnel campaign work to drive great results. Here are a few we’ve worked with at Taboola. ### NASCAR With the longest season of all the major sports, NASCAR has to publish timely stories to keep fans engaged week to week. NASCAR digital media’s senior director of content rights and partnerships Sarah Davis talked about why NASCAR branched out into sponsored content in a Q&A. Davis discusses the value of sponsored content for her brand and how she uses content to reach NASCAR fans — a great example of how to leverage branded content to make noise around a customer base. ### AM:PM This popular market used cartoon branding videos that advertise some of the products available in their store. Publishers advertised their videos in-feed, and AM:PM saw incredible results from the campaign, with potential shoppers educated and entertained by the videos. See how their locally targeted marketing ultimately helped boost sales. Check out Taboola’s case study library for lots more top-of-funnel marketing stories. ## Challenges of Top-of-Funnel Marketing Top-of-funnel marketing brings its own challenges, primarily figuring out if and how it’s working. You’ll want to gather all relevant metrics to understand your company’s particular challenges and be able to educate teammates as well. Here are some common top-of-funnel challenges: - Reaching a large audience with low brand awareness. - Creating/publishing valuable content that isn’t sales-oriented. - Creating content for a wide range of potential customers with varying levels of topical knowledge. - Distinguishing your brand and content from competitors in a busy digital landscape. - Identifying the right potential customers early in their journey. - Measuring how well awareness building is working. - Navigating trends in marketing and online to make sure your efforts are in line with audience needs. - Aligning marketing and sales to make sure leads are transitioned correctly. - Low conversion rates and other typical sales metrics; educating sales teams on the specifics of TOF marketing. ## Best Practices for Top-of-Funnel Marketing Success in modern, digital, top-of-funnel marketing requires authenticity. Savvy readers and users know when something is sales-y, and they won’t respond to it. Your prospects are also moving quickly, so catching their attention early will be key to your efforts. There are also so many types of content, formats, and channels available to marketers. With all these options, it’s essential to choose the right combination to ensure that your content is useful, high-quality, and authentic. Here are some tips and best practices for top-of-funnel content marketing: - Focus on education. Audiences will respond to valuable, informative content that addresses needs and pain points. - Do not make a hard sell. It can be difficult to resist making a sales pitch or talking too much about your company in TOF content, but remember the goals of this stage. - Use a mix of channels. Social media, SEO, content marketing, email marketing, and paid ads can all be part of the top-of-funnel mix. - Include clear CTAs. Always provide a user with a desired action, like a newsletter signup or the opportunity to follow on social media. - Track the right metrics. Choose and capture the right metrics for TOF work, like web traffic, brand mentions, social engagement, and influenced leads. - Develop strong brand messaging. Your brand identity is only as good as your messaging — make it clear and consistent to establish trust and recognition. - Don’t let leads linger. Ensure that there’s a solid handoff from top- to middle- to bottom-funnel efforts so that prospects don’t go cold. ## Key Takeaways Top-of-funnel marketing is its own particular discipline of marketing, and content marketing specifically. Make sure to create a strategy for top-of-funnel work that fits with the rest of the funnel, and use the right metrics to gauge success. Because what is top-of-funnel marketing for if not to entice people all the way to the bottom? ## Frequently Asked Questions (FAQs) ### What is the top-of-the-funnel marketing CTA? The right CTA for top-of-funnel marketing content will depend on your business, your TOF goals, and what action you most want a prospect to take. Common CTAs at this stage include website links, social media accounts, a free download, or a newsletter signup. ### What are the common top-of-funnel marketing pitfalls to avoid? Avoid thinking of this stage of the funnel as strictly a sales function, and don’t overwhelm or turn off prospects with too much company or product information, or anything that feels like a straight sales pitch. Make sure to advocate for the top of the funnel as an essential part of growing the business, not an add-on. ### What are the best tools for TOF marketing? TOF marketing can include many tools, and the mix will depend on your business and industry, plus budget. Top-of-funnel marketing tools include social media platforms, with both paid and organic posts; a well-organized and engaging company website; native ad solutions; and a brand awareness or brand listening tool, in addition to multimedia formats like a podcast or video platform. --- ### Six Best Alternatives to TikTok and Beyond URL: https://www.taboola.com/marketing-hub/tiktok-ads-alternative/ Last Modified: 2026-01-13 10:36:37 Explore top TikTok alternatives for brands amid evolving social media dynamics in 2025. As of the start of 2025, social media juggernaut TikTok boasted approximately 1.925 billion active monthly users around the world, with 170 million of these users based in the United States. TikTok, however, is based in China, owned by the privately held Chinese company ByteDance. Based on long-standing fears that the Chinese government could use TikTok both to gather information on American users and to spread misinformation and propaganda via the wildly popular platform, on January 19th, 2025, TikTok was banned in America, and an attempted log-in to the app or visit to the site was met with a message explaining the situation. However, on January 20th, the incoming Donald Trump administration ended the TikTok blackout, delaying implementation of the already-approved ban by more than two months. At the time of this writing, the future of TikTok in America is anything but clear. What is clear is that brands, marketers, artists, influencers, and other people who largely rely on TikTok to reach their audiences need to be ready for the very real possibility that the platform may again go dark, and might even shut down for good. ## Best Alternatives to TikTok That Brands Should Know of ### Instagram “Instagram remains a powerful platform for brands to stay visible and engaged, especially as TikTok faces challenges,” says Iryna Melnyk, marketing consultant at Jose Angelo Studios. “With tools like Stories, Reels, and targeted ads, Instagram supports diverse content strategies. Reels offer a great alternative to TikTok-style videos, appealing to younger audiences with short, visual formats. Also, Instagram’s shoppable posts and in-app purchases make it perfect for e-commerce brands to simplify the buying process.” “Leveraging Instagram analytics is key to improving campaigns,” Melnyk adds. “Experimenting with content like behind-the-scenes footage, influencer collaborations, and user-generated content can boost results. Partnering with influencers who share your brand values drives meaningful engagement, as Instagram's algorithm rewards authenticity. For brands adapting to a post-TikTok world, Instagram offers a versatile and effective solution.” Product: Instagram Reel Ads. Features: - Reels are very similar to TikTok videos, in that they're short-form content created by consumers or brands. - Reels can be integrated with the popular Meta platform (owner of Facebook). Because you can advertise on Reels as part of your Meta ads campaign, you're not putting all of your eggs in one basket the way you do with TikTok. In other words, you can split your advertising budget between different placements on Meta platforms — Facebook included. Advantages: - Reels allow you to leverage your existing Instagram audience, so both your loyal followers and potential new customers will see your ad. - Instagram's audience is older, with close to 29% of its users aged 25-34 and close to 20% between the ages of 35 and 44 years (Statista). That's helpful when it comes to reaching decision makers and consumers with more disposable income. - Reels enable marketers to capitalize on Meta's robust advertising options, including detailed targeting. Considerations - While a more mature audience may enable you to reach decision makers and users with credit cards, Instagram's algorithm changes on a routine basis, posing a challenge for marketers eager to maximize their ad investment. Whereas chronology and the recency of posts used to play a big part in what users would see in their feeds, many other factors — e.g., user preference, user engagement, and follower counts — are now a factor. That means smaller content creators may notice their content is getting buried, leading to fewer impressions, more competition, and higher customer acquisition costs. ### YouTube “Trends don't die, they evolve,” says Peter Lewis, chief marketing officer with Strategic Pete. “The short-form video isn't dying off, it’s just shifting to new homes. Smart brands will be already diversified by 2025. Any brand who doesn't have a TikTok plan B is just behind the ball. Start with YouTube Shorts: You hook them with a 15-second clip, then pull them into your long-form, where you could tell your full story. The secret is YouTube's ad targeting, powered by Google's search data, which gives you surgical precision in reaching your audience.” Another benefit to YouTube is simply the fact that it’s not a Meta brand, explains Loris Petro, marketing manager of Kratom Earth. “YouTube may be the best alternative, mainly for brands that rely on short-form content. The reason I'm saying that is because a lot of US TikTok users don't want to migrate to Meta platforms. That's because Mark Zuckerberg was the one pressing hard to make sure that TikTok would shut down. Many creators and brands are cognizant of that and do not want to move their content and audiences to Instagram or Facebook. YouTube, on the other hand, has been growing rapidly with Shorts, and the long-term discoverability is a huge plus. Unlike TikTok, where videos lose traction quickly, YouTube content continues to get views months or even years later.” Product: Youtube Shorts. Features: - On YouTube, advertisers can purchase skippable video or image ads that appear between Shorts in the Shorts Feed. By creating short, catchy videos under 60 seconds in length, brands can integrate with the widely-used YouTube platform to reach a broad audience of potential customers. Advantages: - Unlike TikTok, YouTube pays content creators, which may help to drive more quality content for brands to associate with. Marketers can tap into YouTube's extensive user base, which includes older audiences. What's more, businesses that partner with YouTube benefit from parent company Google's robust advertising ecosystem, which is regularly enhanced and optimized for effectiveness. Considerations: - Your campaign performance may vary depending on what type of audience you're targeting. YouTube is known for having a large and diverse user base, which makes its short videos a good TikTok alternative. Note that the strategic use of keywords in your campaign is an important part of ensuring the discoverability of your ads. ### Facebook Venerable social media platform Facebook, now more than two decades old, has had some new life breathed into it thanks to a new focus on video content, especially on shorter-form videos, of course. “I think the best alternatives to TikTok right now are the Meta platforms, especially Facebook,” argues Holden Andrews, co-founder of Periscope Media. “Right now, Facebook's competition level is pretty low, making it easier to reach more people, but it’s a good practice for creators to create short-form and post on YouTube, Facebook, and Instagram.” Product: Reels. Features: - Facebook reels are short and catchy and allow for likes and comments, and are often cross-linked with Instagram. They are often a mix of shorts submitted by users and clips of celebrities, which can help attract views. Advantages:  - Facebook reels are embedded within a user’s feed, so as they scroll through content from friends, influencers, and others they follow, the reels often pop up, potentially catching the eyes and attention of users who otherwise might not even have been looking for the short video clips. Considerations:  - Because Facebook is often inter-linked with Instagram, using Facebook reels to attract viewers can be a way to get people paying attention to your brand on two different platforms, potentially doubling their efficacy. ### LinkedIn Anyone seeking to engage with a more professional audience, or looking to connect primarily with brands and companies rather than with individuals, should consider LinkedIn, says Lewis. “All you B2B out there should be aware of the dark horse: LinkedIn video. The decision-makers are devouring the short-form pieces too, and the targeting on LinkedIn will let you cut through to them directly. I've seen SaaS brands get insane ROI off of quick, personalized explainers that feel made for that audience. It's professional, yes, but personal, too, and that's what sticks.” LinkedIn users are also accustomed to longer posts with lots of information, so if you can use a short video to grab the eyes and then convert those viewers into readers and followers, you have a strong new hold on your audience. Product: Posts. Features:  - LinkedIn posts can take many different forms, but tend to be heavier on text anchored by one lead image. The posts invite engagement in myriad forms, such as commentary, liking, reposting, and easy sharing off of the LinkedIn platform, such as via email or text. Advantages: - LinkedIn posts are uniquely good at fostering active engagement from the community, getting conversations started that get people talking and sharing and, therefore, spending more time with your content. These posts also provide an easy way for people to click through to your brand page and learn more about you. Considerations:  - LinkedIn posts are all about engagement and they may be revisited several times by one user and/or shared out widely, so don’t think of them as disposable content that’s just meant to be seen once. Also, make sure you have your facts straight, as people on LinkedIn are often shrewd and critical. ### Pinterest “When TikTok is unavailable, brands should use the opportunity to emphasize their core values on other platforms,” says Jehann Biggs, owner of In2Green. “Pinterest is a natural fit for showcasing sustainability stories and product aesthetics. For instance, using Pinterest to share design inspiration boards can engage visually-driven audiences. Partnering with influencers who are passionate about sustainability on platforms like YouTube or even LinkedIn can also amplify your message in a way that resonates deeply with their followers.” “Pinterest is quite underrated for brands seeking strong organic engagement without leaning too much on ads,” says Petro. “In particular, Pinterest is great for e-commerce since users come to the platform with a purchase intent. Brands creating engaging product-focused content will be able to drive direct traffic to their stores without fighting the constant algorithm shifts on other platforms.” Product: Boards. Features: - Pinterest boards amass multiple different posts on related topics (think “easy chicken dinners” or “how to grout tile”) and organize them into “Boards” that a user can browse. The experience can be customized and continues to better suit a user the more they use Pinterest. Advantages: - Pinterest makes it easy to save Boards and makes returning to favored topics easy and enjoyable, so you can count on lots of repeat visits from users. The better your content fits into Pinterest Boards, the more you will have the attention of people enjoying the platform. Considerations: - Pinterest is all about different and distinct categories. You need to make sure your content is well defined so it can fit into the right Boards and reach the right audience. Take the time to carefully craft anything you plan to upload there, knowing it is not as ephemeral as something like a short video clip — people may well come back time and time again. ### Taboola What's important to remember about digital marketing is that the opportunities don't end with social media. There are other TikTok alternatives out there for brands, and other ways to connect with consumers at the right time online. Realize offers a more holistic approach to advertising, rather than restricting your reach to social media users. While platforms like YouTube Shorts, Snapchat, and Instagram offer similar approaches and targeting solutions, Realize will connect you with target customers beyond the social media space. Compared to TikTok advertising, native ads are a non-intrusive approach to conveying your brand's message online. Consumers are generally more open to learning about brands through these formats than via traditional ads like banners, making them a very effective advertising option. As the leading performance advertising platform, Realize offers a wide network of trusted websites worldwide. Realize combines advertising with great content without interrupting the user experience. This form of programmatic advertising simulates the site environment in which it's found, so that ads look less like classic banners and more like editorial content. As consumers become more resistant to traditional online advertising like banner ads, non-disruptive ad formats make a lot of sense. Product: Realize Features: - Ad placements beyond Search and Social. - AI Audience targeting. - Real-time analytics. - Creative flexibility. - Optimization and maximization of middle-to-bottom of funnel performance. Advantages: - Your ads can appear on trusted websites worldwide in front of more than 600M daily active users. - Placement options include: Homepage. - Section Front. - Mid Article. - Taboola Feed. - Mobile-Integrated News. - Taboola Stories. - Ads are easy to create, requiring only an image, headline, and website link. - Ads can be targeted based on users' interests. - Ads can be customized to mirror the look of a Taboola partner site. - Taboola is resilient to third-party cookie deprecation. Any platform that relies on third-party cookies for tracking targeting is impacted by Google's decision to phase out its support of cookies by end of 2024, which in turn impacts ad performance. As Taboola does not rely on third-party cookies, this impending change doesn't pose a concern to its advertising brands. ## What to consider when choosing the right alternative to TikTok Ads As with any marketing strategy, selecting the right TikTok alternative depends on a number of factors—chiefly your target audience. Whether your business falls into the category of B2B or B2C, you'll need to carefully consider where your customers spend their time, your advertising objectives, and the nature of your content before making your choice. Start by analyzing your target audience's age, buying behavior, and media preferences. Research is a key pillar in your marketing strategy, as important as monitoring and optimizing campaign performance down the line. The more you understand about your customers, the more tangible insights you'll have at your disposal, and the better equipped you'll be to make effective choices about where to place your ads. Additionally, rather than blindly signing up for TikTok ads manager and investing in TikTok ads automation and TikTok commercials, consider the value of a cross-platform strategy. Integrating multiple formats into your ad campaign in a cohesive fashion can maximize your reach, and diversifying your advertising efforts across platforms by working with sites beyond just TikTok ensures increased visibility and social media engagement in the ever-evolving social media marketing landscape. Whether you choose to explore Instagram Reels, Snapchat Spotlight, or YouTube Shorts—or other options like Facebook Reels, Triller, and Byte—adapting your content strategy to the unique features of each platform will best prepare you to harness the dynamic world of social media advertising. ## More on TikTok ### The State of TikTok in 2025 As noted earlier, at the time of this writing, TikTok is not gone. That is despite the fact that, per a document released from the Supreme Court of the United States dated January 17th, 2025: “As of January 19, the Protecting Americans from Foreign Adversary Controlled Applications Act will make it unlawful for companies in the United States to provide services to distribute, maintain, or update the social media platform TikTok, unless U.S. operation of the platform is severed from Chinese control.” That severance has not happened as this article goes to publication. What has happened is an executive order delaying implementation of the ban for 75 days. So, at present, and for the first few weeks of 2025, there is no tangible change to the TikTok experience for users, creators, marketers, et al. Anyone who depends on TikTok for any sort of material gain, though, would be wise to use this uncertain interim period to plan for a future without TikTok. That future may never come to pass and the work may end up a mere thought experiment, but it will be one that has brands and marketers better suited to reach more people in the future — after all, even if TikTok is here to stay, it’s not like everyone who is online is exclusively on TikTok. ### What Does the TikTok Ban Mean for Brands and Marketers? “TikTok’s potential absence is a wake-up call for marketers to rethink platform dependency,” says Saleha Malik, co-founder of the boutique marketing agency S-Squared. “This is a chance for brands and influencers to future-proof their strategies by exploring new platforms, rediscovering owned media, and fostering loyalty through meaningful connections.” While there isn’t currently any other social media platform that engages users in quite the same way as TikTok, what with its famous (or infamous, depending on who you ask) algorithm that keeps eyes on the screen, there are many alternatives that are similar. There are also alternatives that are not so similar, but that’s a good thing. Some platforms, like Instagram, offer multiple different tools and ways to customize content that might make it even better-suited to select segments of your intended audience. Other platforms, like LinkedIn, already have an established type of presence online — the more professional/career-oriented, in the case of LinkedIn — which can filter out people who may not find a given brand’s messaging resonant. What the potential for a TikTok ban means is that you will need to be dynamic and ready to try several new avenues of outreach. “If TikTok is banned, expect further fragmentation in the social media space,” says Petro. “More users might eventually go to Meta platforms, but other users will try to find another alternative, which is either Lemon8 or even decentralized platforms like Bluesky. It will be a testing ground on multiple channels for any brand that stays one step ahead and doesn't put all their eggs in one big basket.” ## Key Takeaways Former President Joe Biden’s justice department, under Attorney General Merrick Garland, passed a law banning Chinese-owned social media video platform TikTok in the United States in mid-January of the year 2025. A stay of 75 days of implementation of the Biden White House’s ban on TikTok went into effect within hours of Trump taking his second oath of office, meaning TikTok could continue operating as normal in America. What people love most about TikTok is the ease of digestibility of the platform’s short-form videos, as well as the many customization options that can be used with these clips. Those looking for the best TikTok alternatives should consider Instagram, Facebook, YouTube, and the other platforms listed above. ## Frequently Asked Questions (FAQs) ### What is the best TikTok alternative? “Before the rise of Tiktok, Instagram was the first popular influencer platform,” says Tracie Crites, CMO at Heavy Equipment Appraisal and the mayor of Frederick, Colorado. “This gives marketers an easier way to reach their audience or niche while seamlessly promoting their business or products through creative IG posts or short form content. Reels also allows for easy sharing across stories and posts, boosting your reach without the need to create new content formats.” If you’re only looking to use one social media platform as your replacement for TikTok, Instagram really is your best bet at present, with its easy-to-use tools, its several different types of media, and its approximate 160 million users in the United States. ### How does Taboola compare to TikTok? While both TikTok and Taboola could be thought of as advertising platforms, Taboola focuses on placing ads that blend seamlessly into existing content on other websites, primarily through “recommended for you” boxes, whereas TikTok is a true social media platform where users create and consume short-form video content, albeit with advertising heavily baked into the formula. Its ads are primarily displayed within the video feed, making it a very different user experience and targeting approach compared to Taboola. Taboola is for driving traffic to other sites with subtle recommendations, whereas TikTok is for engaging users with short, visually captivating content while slipping ads into the experience. ### Who is the biggest competitor to TikTok? It’s hard to identify one single main rival to TikTok, but it’s easy to identify the type of content that has the best chance of drawing eyes away from it: Short-form videos. To that end, Facebook, Instagram, and YouTube all offer significant competition to TikTok, because all offer that exact type of content. In fact, if one of these competitors successfully lures a TikTok user away with its short video reels, it may have the added benefit of other types of content that keep the new pair of eyes around for longer. --- ### How To Create an SEO Content Strategy Successfully URL: https://www.taboola.com/marketing-hub/how-to-create-seo-content-strategy/ Last Modified: 2026-06-22 08:33:12 When it comes to creating an effective search engine optimization (SEO) content strategy, the first thing to know is that you’re up against a lot of competition. Most businesses running any form of digital marketing are now at least familiar with the basics of SEO, so how do you stand out when competing for higher rankings on search engine results pages (SERPs)? Firstly, it’s important to understand that SEO content should always be designed to appeal to your target audience, but it also needs to meet the ever-changing criteria that search engines use in their rankings. Content can take many forms, from blog posts and articles to videos or product pages. The key is to incorporate elements like carefully selected keywords, engaging headlines, and links to balance both user interest and search algorithm preferences. Not sure where to start? I’m here to give you the basics of how to create an SEO content strategy to create high-quality content that both users and search engines love. ## Why Do You Need an SEO Content Strategy? At its core, an SEO content strategy is designed to give you a structured approach to creating and optimizing content on your website. Your primary goal with any article should always be to deliver useful, actionable content to the user, but this must be done in a way that allows a search engine to crawl, index, and rank it. Do this right, and it will help you build visibility in organic SERPs and drive traffic to your site. Without a strategy in place, it’s easy for content to quickly become disjointed and ineffective. Not only does this lead to missed opportunities for traffic and user engagement, but it’s a waste of your time and marketing budget. A well-planned SEO content strategy makes it easier for potential customers to find you, providing them with value and addressing their specific needs or concerns. By knowing how to create an SEO content strategy and working in alignment with it, your site content will be more organized, which helps search engines to understand the structure better, while also showing your expertise on the subject matter you’re talking about. Authority is an important ranking factor, so proving that you know your topic inside and out — and better than your competitors — is vital. Over time, you’ll build trust and credibility with your audience, becoming a go-to resource on your specific subject matter. There are, of course, other factors to consider when it comes to SEO, like building a reputable backlink profile and ensuring that your site’s architecture is technically up to standards. This work goes hand-in-hand with your on-page SEO content strategy, which should be a significant focus of your time when investing in this marketing approach. It’s an opportunity to dive deeper into your industry, find knowledge gaps, and leverage this information into purposeful content for both audiences and search engines. ## 9 Steps to Effectively Building an SEO Content Strategy ### 1.Define Your Goals Any new marketing efforts should begin with a discussion around goals and expected outcomes. This not only helps you to determine the direction of your campaign or strategy, but also gives you tangible benchmarks to measure success against. Goals should be a combination of key performance indicators (KPIs), which are the measurable values you want to track (e.g., a specific number of visits to the site per month), along with any overarching desired outcomes that may not have a fixed numerical value (e.g., increased brand affinity). ### 2. Focus on Users First It’s tempting to focus all of your efforts on what’s going to rank best in SERPs and attempt to “game the system,” but ultimately, this strategy rarely works. Particularly with the introduction of AI-created content, standing out with unique insights in a content-heavy world is becoming increasingly more challenging. Focusing your content on users first, search engines second, is the best approach to take when figuring out how to create an SEO content strategy. Aim to address real user questions or concerns and think through their potential thought process to get to the heart of the search intent. Ultimately, your goal should be to help users find what they’re looking for as quickly and easily as possible. Because by helping them, you help yourself — search engines want to reward the sites that help people learn or do something, especially if you’re able to provide expert-led insight in a way that AI-generated content can’t do. ### 3. Review Existing Site Content Auditing the content you currently have on your site should always be one of the first steps in an SEO content strategy, rather than creating brand new content right away. Search engines will often reward older content that’s still relevant, particularly if you’re already ranking well on some of these pages. It’s much harder to rank for new keywords and topics than for a topic you’re already appearing for, so don’t waste those past efforts if the topics are still relevant to your audience. Instead, refreshing this old content could have greater benefits than trying to create something from scratch. You will likely find old blog content that you want to delete, but always check if it’s ranking first and if so, what for. From there, you need to decide if it’s worth refreshing the content or removing and redirecting (301) it. You could also combine several posts on similar topics into a single, guide-style post as part of a refresh to make this content more relevant and up-to-date. ### 4. Determine Your Topic Clusters SEO is no longer about trying to get content to rank for hundreds of single keywords. Instead, marketers are now turning their attention to creating content in topic clusters. This is a group of pages that all relate to a specific topic, typically covering the topic in a high level of detail across several posts or pages. Topic clusters are usually built around a pillar page, which typically targets high-volume keywords on a specific topic. From there, cluster pages that are focused on more specific, long-tail and lower volume keywords still related to that topic are built out. Links are added throughout these pages to the other posts or pages on that topic. Clusters are one of the best ways to show authority on a subject. For instance, a real estate business could create a cluster around “first-time homebuyers,” with a pillar post that discusses what first-time home buyers need to know. From there, cluster pages could be built on topics such as “getting your first mortgage,” “how to complete a home walkthrough as a first-time buyer,” and “a document checklist for buying your first home.” ### 5. Examine Existing Search Results Once you have a few topics in mind for what you want to create content about, it’s always a good idea to look at what’s already ranking. Search for some of the keywords you’re hoping to use and research the type of content that’s coming up first. Look at who is ranking for these phrases, too — if it’s large publishers like national newspapers or well-known organizations in that industry, it’s unlikely that your content will be able to outrank them (although not impossible!) For example, wedding vendors may struggle to get their content to appear above sites like The Knot or Brides.com. Not only should you look at which sites are ranking, but what type of content they provide. In this wedding example, if search results for “best wedding venue in New York City” show roundup posts from these high-authority sites, rather than individual venues, this suggests that search engines are prioritizing aggregate information because they think that’s what users are looking for. They’re still at the top of the funnel and looking for general information, rather than details about one specific location. If SERPs aren’t showing you what you’re hoping to see, it doesn’t necessarily mean that you need to give up on a topic, though. It might mean going back to the drawing board on keyword research to find more niche phrases that still answer user questions, but aren’t as competitive. For instance, instead of “best wedding venue in NYC,” a venue could get more specific with a keyword like “historic wedding venue NYC” or “modern industrial wedding venue NYC.” These alternative approaches are all part of knowing how to create an SEO content strategy. Remember, too, that Google isn’t the only site you should be checking. A solid SEO content strategy is often a multi-channel one, and depending on the type of content you’re producing, you should also be optimizing for TikTok, YouTube, and others. ### 6. Create New Content Once you’ve done plenty of research on competitors and the SERP landscape, you’re ready to actually start creating new content. Use keyword research tools like Google’s Keyword Tool, SEMRush, or Ahrefs to get started. You want to find a good balance of high-volume and low-competition keywords that you can build into your topic clusters. When you post the new page on your site, include your keyword in the page title, the meta description, the page or post URL, and H1 tag if possible. It should also be included within the content itself a handful of times. Use synonyms and plurals to make sure everything still reads naturally. Finally, add visually interesting pieces to your content like images or embedded videos. Don’t forget to include the keyword in alt tags on your images for accessibility purposes, and include internal links to other pieces of content on your site that’s relevant to the new content. ### 7. Make a Plan for Consistent Content Creation Every piece of content you create should have a defined purpose, but it doesn’t always have to relate to a specific topic cluster. If you notice that customers are asking about a certain topic frequently, but it doesn’t necessarily fit into a cluster or need its own cluster built, you can still create content on it. Keep track of everything you’ve created and updated, along with your plans for content creation moving forward. SEO is a long-term strategy, so don’t expect to see results overnight. Staying consistent in your posting schedule, even if that means one blog post a month, is the best way to see sustainable organic growth. ### 8. Keep Thinking About Every Part of the Funnel As discussed on this blog’s guide to top of funnel marketing, you need to incorporate different types of content at different stages of the funnel. It’s important to ensure the content you’re posting at each stage is appropriate to the user journey, with more informational content at the top of the funnel, and more transactional content as you approach the bottom. ### 9. Create a Backlinking and Online PR Strategy Having a treasure trove of excellent content on your site is great, but you need people to see it. While you’re waiting for search engines to crawl and index your content, you should also be thinking about other distribution channels you can use. Aside from posting on your social media platforms, you should also think about how you can build backlinks to this content from other sites. This might mean reaching out to local businesses asking if they’d like to share your content, or even creating content on their site with a link back to yours. Another approach is working with journalists to become an expert source that they can reach out to when they’re working on new articles. This can be an excellent strategy for getting your site linked from highly reputable media publications. ## How to Measure the Effectiveness of Your SEO Content Strategy When you’re investing significant time and resources into SEO, you want to know that your efforts are paying off. Tracking and measuring your content’s performance is an essential part of knowing how to create an SEO content strategy, since this shows you what’s working well and where you may need to make changes in future content creation. ### Rankings As you create more content, you should begin to see your site appearing in search results for an increasing number of related keywords. Tracking these results in tools like SEMRush, RankWatch, SERPWatcher, and Google Search Console will give you a good idea of what your site is ranking for and the content being ranked. ### Organic Traffic Visits and Engagement Review the number of people visiting the site each month that come from organic search — not just Google, but other search engines, too. You should also look at metrics related to these searchers like time on page, bounce rate, and pages per session. All of this data can be found in a tool like Google Analytics, which is free to use. ### Conversions If you have forms or purchase options on your site, you can track whether your new content is helping to increase completions of these. Google Analytics gives you the option to set up conversion goals to make it easier to see the customer journey from where they landed on the site to taking a conversion action. ### Social Shares and Referrals Tracking how often your content is shared on social media can also give you important insights into your content’s overall performance. Social media analytics tools like Hootsuite, Buffer, and Sprout Social can all provide this information, along with native platform analytics on Facebook, Instagram, and TikTok. ## Key Takeaways Understanding how to create an SEO content strategy is essential for driving organic traffic to your site, improving your search visibility, and building a sustainable online presence. By focusing on your audience’s needs and aligning your content with search engine best practices, you can create valuable, high-quality content that stands out. Your SEO content strategy isn’t a once-and-done effort. Instead, this should be a fundamental foundation of your digital marketing strategy and an ongoing process that adapts and evolves with your audience and the changing digital landscape. ## Frequently Asked Questions (FAQs) ### What is an SEO content strategist? An SEO content strategist is a professional marketer with expertise in both SEO and content development. They typically have some technical SEO knowledge, along with creative content marketing experience. ### Is SEO part of content strategy? Yes, SEO is an essential part of a content strategy. A well-planned content strategy integrates information that’s helpful and aligned with an audience’s needs, while also ensuring the content follows SEO best practices to make it discoverable by search engines. ### How do you write SEO content? To write SEO content, start with researching topics and keywords that align with audience search intent. From there, you can create written or visual content that incorporates those keywords naturally. Adding links helps to provide more context for readers, while also improving site structure. --- ### CCPA Compliance: A Guide for Marketing Pros URL: https://www.taboola.com/marketing-hub/the-advertisers-guide-to-ccpa/ Last Modified: 2025-05-20 10:30:38 You’ve probably heard of it, but just what is CCPA compliance? The California Consumer Protection Act, or CCPA, was passed in the state of California in 2018. Per the state’s Department of Justice, the CCPA “gives consumers more control over the personal information that businesses collect about them and the CCPA regulations provide guidance on how to implement the law.” The law primarily does these things by putting the burden of compliance on businesses, marketers, and other entities that are customer-facing. ## What is CCPA Compliance? “CCPA compliance means adhering to guidelines that give California consumers greater control over their personal data,” explains Loris Petro, marketing strategy lead and digital marketing manager at Kratom Earth. Essentially, it requires businesses to be transparent about the information that they collect, how it’s used, and who it’s shared with. ## Does the CCPA Apply to Your Business? If you do business in California, whether in person or via the internet, then yes, the CCPA likely applies to you — and yes, that can be a burden. “This regulation can hinder businesses who want to rely on, or are heavily relying on data-driven marketing,” says Matthew Franzyshen, business development manager at Ascendant Technologies Inc. “It can limit how targeted and personalized marketing strategies can be, which can reduce how effective they are. Also, micro and small businesses might feel the burden of complying with this regulation, since they may lack the resources necessary to navigate its complexities.” For all for-profit entities with operations in California, there are a few thresholds below which the CCPA may not apply, though. You may be CCPA-exempt if your business: - Has annual revenues below $25 million. - Buys, sells, or shares the personal data of fewer than 100,000 California residents per year. - Does not derive more than 50% of its profits from selling personal information. ## Who and What Does the CCPA Protect? The CCPA protects the personal information of California residents, giving them the right to know what information businesses collect about them, the right to access their data, to request its deletion, and to opt out of the sale of their personal information, essentially safeguarding their privacy rights when they interact with companies doing business in California. More specifically, the CCPA can help keep data such as names, email addresses, purchase and browsing history, location, and address information private and unavailable to businesses or marketers. ## What Are the Penalties for Violating CCPA? It’s important to know not just what CCPA compliance is, but what the penalties for CCPA violation are. These can vary based on many circumstances, but here are several to watch out for: ### $2,500 Fine for Unintentional Breach Businesses found to have unwittingly breached the CCPA may be subject to fines of up to $2,500 per each infraction, though fines may be waived if the entity can undo its action within 30 days. ### $7,500 Fine for Intentional Breach Any company that knowingly breaches the CCPA can be fined $7,500 per breach, and there is no cap as to how many separate breaches can be met with fines. ### Court Injunctions A court finding a company in violation of the CCPA may issue injunctions targeting and limiting specific practices. ## What Rights Do Consumers Have? “This is a set of regulations that allow Californians to access their data, know how it's used, and opt out of it being sold to third parties,” summarizes Franzyshen. The CCPA grants consumers many rights, including but not limited to: ### Right to Know California residents have the right to know if and when their data is being collected, why it’s being collected, and by whom. ### Right to Delete California consumers have the right to request their personal information be deleted from databases, removed from company archives, and generally discarded. ### Right to Opt Out People living in California have the right to opt out from their personal data being collected in the first place. ### Right to Correct Not everyone demands that companies delete their data, but all people want their personal information noted correctly. The CCPA requires companies to amend personal information as requested by its subject. Companies must maintain this information with care, says Petro, adding that, “Maintaining accurate records is a substantial requirement under the CCPA.” ## CCPA Cookie Consent Requirements This is another important facet of understanding what CCPA compliance is. Under the CCPA, cookie consent primarily operates on an "opt-out" system, meaning businesses do not need explicit consent for most cookie usage, but must provide a clear mechanism for users to opt out of the sale or sharing of their personal information collected through cookies. This includes disclosing what data is collected and how it's used, and providing a "Do Not Sell or Share My Personal Information" link on their website to facilitate opt-out requests. ## The Marketers CCPA Checklist The “Marketers CCPA Checklist” is a comprehensive list of actions a marketer needs to take to ensure their company is compliant with the CCPA, which essentially means they must clearly inform California residents about how their personal data is collected, used, and shared, and provide them with the ability to access, delete, or opt out of its sale. The checklist includes points like: ### Privacy Policy Updates Companies and marketers must be sure to outline their data collection practices, how data is used, and the consumer's privacy rights within the privacy policy. ### Opt-Out Mechanisms Organizations must offer a clear and accessible method for consumers to opt out of having their personal information sold to third parties. ### Data Inventory Marketers must clearly identify all personal information collected by the marketing team, including names, email addresses, browsing history, purchase data, and geolocation. ## Key Takeaways Remember the following when asked, “What is CCPA compliance?” The California Consumer Protection Act was passed to help protect the personal information of California residents and to help reduce the constant barrage of invasive advertising, political messaging, and other content that clutters mailboxes, inboxes, and videos in peoples’ lives. This Act helps keep personal information private, limits who can see your past browsing history, and is generally a safeguard against corporate overreach. The law restricts what companies can do and how they can do it, greatly changing how companies are allowed to store and leverage data. That can be a burden to companies, but it’s in the best interest of the people. The CCPA need not be only a burden to marketers, though, says Petro. “It forces businesses to rethink their marketing strategies. Marketers need to prioritize collecting and using first-party data, which is gathered directly from their audience, such as through email sign-ups, loyalty programs, or purchase histories. First-party data is often more reliable.” ## Frequently Asked Questions (FAQs) ### What are the CCPA standards? The CCPA standards, or California Consumer Privacy Act standards, are a set of regulations that mandate businesses operating in California to provide transparency about how they collect, use, and share consumer personal information, allowing California residents the right to access, delete, and opt out of the sale of their data upon request, essentially giving consumers more control over their personal information. They include the right to opt out, the right to know, the right to delete, and more. ### How do you get CCPA-compliant? Steps companies can take range from: - Updating privacy policies. - Adding “do not sell” links to granting correction or deletion of data requests. - Adding clear information about any data collection you’re doing. ### What was the story before the CCPA? It was the Wild West of personal information harvesting. Before the CCPA, the United States lacked comprehensive data privacy laws at the federal level, with piecemeal regulations like COPPA — protecting children's online data — and state-specific breach notification laws as the only safeguards. Growing concerns about data collection and usage led to a push for stronger consumer privacy protections, paving the way for the CCPA as California's first major attempt to address these issues on a statewide scale. Its passage has had national ramifications, given the state’s outsized influence. ### What is the difference between CCPA and GDPR? The California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) are both privacy laws that give individuals more control over their personal data. However, they differ in several ways, such as scope, as the GDPR applies to any entity that processes the personal data of EU residents, while the CCPA applies to businesses that collect data from California residents. They differ also in jurisdiction, as the GDPR is a European regulation, as well as in data definition. The GDPR defines personal data as any information that can be linked to an identifiable person, while the CCPA defines personal data as any information that can be linked to a consumer, household, or device. --- ### eCommerce Optimization: How to Make the Best of Your Online Store URL: https://www.taboola.com/marketing-hub/ecommerce-best-practices/ Last Modified: 2025-08-11 06:57:46 Engaging in e-commerce or selling online offers you a chance to get a slice of a pie expected to grow to $8 trillion by 2027. You can increase your chances of success by understanding the basic principles of e-commerce and using best practices to optimize your online store. ## Key Principles of E-Commerce Some of the principles of ecommerce are similar to running a brick-and-mortar business. - Build trust: One of the most basic ecommerce principles is building trust. Position yourself as someone who can be trusted. One way to do that is to make sure you have an SSL certificate that lets visitors know you take security seriously. - Consistency: This goes along with building trust, but you should have a consistent brand identity. Use similar images and information across social media channels as well as with your website and ecommerce store. - Use high-quality images and clear descriptions: Take high-quality images of your products. Create clear descriptions of products and services so that visitors know what to expect. A majority of online shoppers say that images are more important even than reviews. By being clear about benefits and sharing high-quality pictures, you're more likely to get buyers. - Simple navigation: There’s no need to be fancy with your navigation. Make it clear how to buy, where to check out and how easy it is to pay. A less cluttered ecommerce site is one that’s easy to navigate and people are more likely to buy from. ## 5 eComm Optimization Tips As we move into 2025, it’s a good idea to think about best e-commerce practices and make a point to tweak your approach if you’re not aligned with them. ### 1. Provide a Preview When deciding between multiple products, it can be frustrating for users to open multiple tabs or click away to a different page to look at each product. You can alleviate this by offering a preview. The preview feature allows users to stay on the main search page, but hovering will allow them to see a preview of the item. This practice offers a better user experience and can cement your business as a website that’s easy to use and that visitors want to return to. Neiman Marcus is a good example of providing a preview without taking customers out of their search results. ### 2. Hover Drop-Down Menus Help users navigate your ecommerce site by providing hover drop-down menus. When the drop-down appears, they can narrow down their search easily. It also gives you a chance to highlight special pricing. This example from Casper shows how you can quickly and easily get to what you’re looking for and even what sales are promoted. ### 3. Add a Search Bar If you don’t have a search bar, you need to change that up. Not only should you have a search bar, but it should also be very prominent to make it easy for visitors to find what they’re looking for quickly and easily. Amazon provides a search bar that’s very prominent and easy to see, along with suggestions and countdowns designed to prompt a scarcity mindset. Navigation is easy, and you can quickly find what you need through search. ### 4. Use a Prominent Image on the Home Page While you want to share the benefits of your product or service, that should take a backseat to a large, high-quality and attractive image. When people come to your ecommerce site, they should be able to instantly see what you offer. Visitors will be drawn not only to the product picture, but also the lifestyle it evokes. Crio Bru offers high-quality product imagery that also offers an aspirational message of what your morning could be like. ### 5. Simple Checkout Form Your checkout form should be easy to navigate and only collect necessary information. It can be frustrating to be stuck with field after field. On top of that, consider not requiring an account to check out. For example, FTD offers a simple form that shows you the process and doesn’t require you to create an account to check out. You can choose to create an account, but it’s not required. The only information required from you is your email address for confirmation, where you want the item delivered, and your payment information. This makes the process quick and relatively painless, and it ensures an easy way for someone to pay for the product or service. ## Latest E-Commerce Trends You Must Know Once you have a handle on best practices, it’s important to understand some of the latest ecommerce trends to stay abreast of the best optimization practices. ### Minimalism Like so much online, ecommerce trends are leaning toward minimalism. When creating a website, think about how to keep it simple and lose the clutter. You don’t need a lot of bells and whistles. Instead, consider how to make things simple for visitors. Pay attention to your UX and UI design and streamline it so that it's easy on the eyes and simple for visitors to find their way around. ### On-Page SEO Don’t just rely on outside sources to help you get traffic. On-page search engine optimization (SEO) is still important. You can do this while still maintaining a minimalistic feel. Look for internal linking opportunities, keywords and other SEO best practices to increase the chances of customers finding you. ### Valuable Content It’s not just about providing a product image and a good description. These days, many users also want valuable content that allows them to see how the product or service fits into their lives. Content like how-to videos to show you how to set up a product or use it in day-to-day life can be helpful. Allowing satisfied customers to become involved in the storytelling can also be valuable. By posting reviews, pictures customers take using the product or even video reviews, you can offer context to visitors. ### Retargeting Don’t let a potential customer go just because they left your website. If they abandon their cart but you have their email, send an email encouraging them to finish checking out. You can even target them with a special coupon or discount. You can also retarget with personalized ads to get them to return. There’s a lot of data available that can help you retarget someone who leaves without making a purchase. ## Common Mistakes to Avoid in E-Commerce Watch out for these common ecommerce mistakes. - Not optimizing for speed: Your ecommerce site needs to load quickly. Make sure you pay attention to how to optimize your ecommerce site for speed so you don’t lose people to frustration with slow loading. - Requiring an account for checkout: It should be easy for people to give you their money. While you can encourage customers to create an account, try to move that step to the end of the process. Make it simple, and more people are likely to complete it. - Lack of payment options: This is similar to a simple checkout process. Provide a range of options, including PayPal, credit card and other payment choices that your audience prefers. You want as many people as possible to be able to pay for your products and services. - Ignoring mobile optimization: Don’t forget to optimize your ecommerce site for mobile. Increasingly, people shop using a mobile device like a phone or tablet. You want your site to be easily navigable on those devices. ## Key Takeaways Best practices for your ecommerce site involve carefully researching what makes choosing items and checking out as frictionless as possible. Build trust with your audience and keep your site simple. When you take the time to make the experience easy for visitors, they’re more likely to buy. ## Frequently Asked Questions (FAQs) ### What Are the Best eCommerce Marketing Channels? The best ecommerce marketing channels depend on your audience and where they’re likely to find you. Consider social media platforms, buying ads and other strategies that allow you to get in front of your target customer. ### What Are the Key Success Factors for eCommerce Businesses? Some of the key factors for a successful ecommerce business include paying attention to your site so it’s easy to navigate, marketing your business and providing great customer service. ### What Are the Best eCommerce Platforms? Several ecommerce platforms are available, including Squarespace, Shopify, WooCommerce and Wix. Compare platforms to find one that matches your needs and budget. ### How Long Does It Take to Build an eCommerce Website? How long it takes to build an ecommerce website depends on how you proceed. Some platforms, like Squarespace, Wix and Shopify, make creating a website easy in less than an hour. If you want more custom options and design, it can take weeks. ### What Are the Costs Associated with eCommerce? The costs to starting an ecommerce website include paying for hosting, website design, buying a domain name and other items, depending on the type of items you sell and your approach. --- ### 7 Best Content Distribution Platforms to Grow Your Reach URL: https://www.taboola.com/marketing-hub/content-distribution-tools/ Last Modified: 2026-02-05 08:15:52 In 2026, creating captivating content is still vital, but it’s all for nothing if your work isn’t seen by anybody. That’s why a content distribution plan is so necessary (this Ahrefs study, which found that over 96% of content gets zero Google traffic, is sure to give any content strategist a cold shiver up their spine). With search engines and organic traffic no longer a reliable source of eyeballs — especially as AI technology continues to evolve and play a role in search traffic — you need to think of new approaches to stay relevant. The good news is that, with all the content distribution tools available, you’ve got a huge opportunity to ramp up your content distribution game. Social media channels, search engine optimization, emails, paid advertising, forum posts, and content syndication are all part of content distribution and promotion, but doing all of this work manually, per channel, is incredibly time-consuming. Plus, every business will have to use the content distribution options that make the most sense for their goals and audience. To help you figure out the right approach for your needs, here’s an overview of the eight best content distribution platforms to consider. ## The 7 Best Content Distribution Platform Options ### Buffer Buffer’s simple and intuitive interface lets marketers manage all of their social media accounts in one place. Not only can you schedule posts across all of your profiles, you also can set them to publish automatically according to your preferred timing. Buffer’s integrated metrics dashboard lets you review and compare your performance, so you can improve your results and create professional-looking reports. The browser extension is also very handy for quickly sharing posts. A standout Buffer feature is its ability to learn what works for your target audience and make personalized recommendations. You can see examples of posts that worked in the past for each distribution channel to help you boost your engagement. Buffer also integrates with dozens of tools, including Canva, Google Drive, OneDrive, Dropbox, Zapier, Quuu Promote, Google Analytics, and Feedly. ### Bynder Bynder is a digital asset management (DAM) platform for businesses that need a centralized hub to organize, manage, and distribute content across teams. Users can share assets securely with internal teams, along with partners and agencies, and share content directly to web and social media channels. Employee content distribution can reap rewards — LinkedIn data found that click-through rates (CTRs) are 2x higher when content is shared by an employee vs. by the company itself. Bynder can be especially helpful for legacy businesses and those prolific in content creation, since it handles version control, automates sharing, offers easy organization with tagging, and provides customized access. It integrates with many enterprise technology platforms and is designed to be user-friendly and configurable based on an enterprise’s needs. Smaller companies may not yet need the full suite of Bynder’s features, however. ### Distribution.ai As AI matures, new use cases are continually emerging. Distribution.ai’s platform focuses on content repurposing, helping smaller marketing teams increase their content output while retaining the same quality, voice, and tone. You can start with any URL, which Distribution.ai then turns into another type of content format. The platform supports repurposing blog posts, videos (including YouTube videos), and podcasts, and it can amplify social posts, promote blog posts, and distribute video content. Distribution.ai pays attention to what matters to content marketers — ensuring brand voice in new content, for example. It can create multiple social posts from a single piece of content and perform multiple tasks from its single dashboard. Resource-strapped teams can save a lot of time and amplify the reach of their content far beyond what’s possible manually. ### Hootsuite Hootsuite is a mature social media content distribution tool that allows large teams to schedule and publish content across multiple networks from a single platform. Tools integrated into the platform’s core offering allow users to respond to and interact with connections. Hootsuite’s helpful search functionality lets you find and filter the social conversations that matter most to your brand. That said, Hootsuite’s primary value may be its ability to organize your content promotion. Keeping track of your paid media efforts — PPC marketing, influencer marketing, paid content promotions, retargeting, etc. — can be difficult. But Hootsuite helps you create and monitor all these efforts, along with your earned media and owned media, from a central location. Plus, Hootsuite integrates with many popular marketing tools. ### Mailchimp According to Salesforce, email marketing has an average ROI of 3,800%. That means that there’s a $38 return for every $1 invested. Mailchimp aims to make it easy for small businesses to grow by helping them to create and automate email marketing campaigns that allow customers to engage, buy, and stay loyal. It’s built for users to scale flexibly over time as their business grows. While Mailchimp has always been known for its email tools, it’s actually a full-fledged marketing automation platform that integrates all aspects of the marketing cycle, from purchase data to advertising. Users especially appreciate the Google and Facebook retargeting capabilities. ### RELAYTO RELAYTO incorporates AI capabilities in a platform that turns static content into interactive experiences, without long design and development cycles. You can create content hubs and microsites with drag-and-drop functionality, pulling in PDFs, presentations, MP4s, and images. The site builder can also incorporate forms and CTAs and works across devices. Teams can uplevel their content and create targeted sites at scale to drive more conversions and revenue, all using existing content. In addition to creating engaging content experiences, RELAYTO captures user analytics like heatmaps, scroll depth, replays, and more, so you can see how visitors are responding and adjust as needed. Take advantage of support features to make the most out of the tool and create the best experiences for your audience. ### StoryChief StoryChief is a popular content marketing tool that helps teams optimize their content for SEO and distribute it on multiple channels from a central location. The software has a nice interface that’s easy to navigate and makes it easy to plan a multi-channel content marketing strategy. One of the things that makes StoryChief stand out from its competitors is its SEO content creator. The creator gives you actionable advice on how to improve your content before publishing it, and it allows you to bring in collaborators to improve the content. StoryChief integrates with a variety of tools, including Unsplash, Google Contacts, Buzzsprout, Youtube, Instagram, LinkedIn, Facebook, Soundcloud, Medium, Salesforce, and email marketing software. ## Best Content Distribution Platforms Compared Platform Pricing UI & Usability Integrations Buffer $5 per social channel per month; free trial; free forever option. Simple, graphical. 20+. Bynder Custom. Mostly user-friendly and intuitive, but lack of zoom-in makes reading difficult. 145+. Distribution.ai Free trial; starts at $53 per month per user. User-friendly, but fewer advanced features. N/A. Hootsuite Starts $75 a month per user; free trial. Somewhat cluttered. 100+. Mailchimp Starts at $20 a month; free trial. Graphical, user-friendly. 250+. RELAYTO Free personal tier; $65 per month for self-employed users. Modern, interactive. 1,000+ widgets and embeds. Storychief Starts $39 a month per user; free forever option. Easily navigable. 1,000+. ## More on Content Distribution Platforms ### How to Choose a Content Distribution Platform Choosing a content distribution platform is an important decision that should involve input and requirements from the team members who will use it most. Modern content distribution platforms offer many capabilities to keep pace with the busy online landscape. Some general areas to consider are: - Content syndication. - Social media platforms. - Email marketing programs. - Video sharing options. - Influencer marketing. - Podcast distribution. - Content aggregation. Once you start exploring specific content distribution platforms, it’s helpful to evaluate these four broad product areas: - User Interface (UI): Modern platforms should offer easy-to-use dashboards and interfaces so users don’t get frustrated. - Usability: Simple is ideal, so anyone on the team can use the tool without a lot of training, and you can encourage teams companywide to share content. - Integrations: See if the tool integrates with other marketing tech in your stack — it won’t get used properly otherwise. - Cost: It’ll be much easier to see an ROI quickly if the platform stays within your budget. ### What Are Content Distribution Platforms, and How Do They Work? Content distribution platforms help to automate and streamline the process of sharing your content to a broad audience beyond your website — or wherever a piece of content was initially published. Mismatched content and platforms can be ineffective and potentially damaging to your brand’s reputation. On the other hand, a well-chosen platform ensures that your content doesn’t land just anywhere, but where your audience is most receptive to it. Content distribution platforms can help you collaborate on content, optimize it, choose where to repromote or reuse it, schedule promotions, and then gauge impact and success easily on an ongoing basis. These platforms allow you to plan and schedule content promotions across channels, such as paid, social, forums or communities, and more. Within each of those channels can live many specific platforms or options, which add up very quickly if you’re doing the work manually. Modern marketing teams have to automate content promotion and distribution to ensure a broad range of viewers. ### Why Do You Need Content Distribution Channels? No matter which types of content distribution tools or content distribution companies you choose, remember that making sure your content reaches the right audience is just as important, if not more important, as writing it in the first place. Creating one valuable piece of content, then distributing it and repromoting strategically, will bring much more traffic — ideally evergreen traffic — than creating multiple pieces of content that aren’t viewed. Your content marketing strategy becomes much more effective when you build in content distribution planning up front. This is particularly important if you’re working on a small team or have limited resources to create new content. ### Benefits of Choosing the Right Content Distribution Platform When you have the right content distribution in place, you can focus on what really matters in content marketing: Understanding and engaging with your audience. If content distribution is turnkey with a trusted platform, you’re able to develop new content ideas, try new formats or channels, expand into new audience segments, and focus on data and results to keep improving. You’ll likely also save time and money using the right content distribution platform, since it will help eliminate manual work like repetitive posting. ### What You Should Consider Before Acquiring a Content Distribution Platform Consider what your broader marketing goals are, and make sure you understand what success will look like, before you acquire a content distribution platform. This will vary widely between a small e-commerce company and a large B2B SaaS company (and many variations in between). Start the process by defining goals and KPIs for your particular organization — it may be increased organic traffic and share of voice for brand building, or it may be increasing click-through rates and acquiring more leads to boost the sales funnel. Then, with a clearer idea of your content distribution needs, ask these questions as you’re researching content distribution platforms: - How will it help plan and publish content? You should be able to easily publish content across channels and schedule it ahead of time. - How will it improve teamwork and content quality? The right platform should help your team collaborate on content before it’s published or shared. - How will it aid audience engagement and responsiveness? See if you’ll get notifications, and what kind, when readers engage with your content, so you can reply quickly and build relationships. - How will it spark new ideas and further options? Make sure you can use the platform to easily reuse, repromote, and repurpose content into new formats or for new channels. - How will it show you results? Adopting a new platform requires solid analytics and reporting to make sure you’re getting the most value from it. Make sure you can create useful reports to share widely. ### How to Build an Effective Content Distribution Strategy An effective content distribution strategy takes into account your industry, your business goals, your marketing strategy, and your marketing resources. Use this checklist as you’re getting started: - Research all potential channels, especially less traditional ones. - Choose the right promotional channels. - Use consistent branding. - Consider appropriate repurposing for each piece of content. - Consider the goal for each channel: brand awareness, community building, lead generation, sales, web traffic, and more. - Coordinate content distribution across social, content, web, and comms teams. - Make it easy for employees to share content. - Test and learn on available channels. - Capture the right metrics. - Revisit the strategy regularly. ## Key Takeaways If you’re creating great content for your brand, don’t let it sit on the shelf gathering dust. It’s worth spending time promoting it to as many people as you can once you’ve put the time and resources into creating it. Try some of the best content distribution platforms out there to see what works best for your audience and get more eyeballs on your content. ## Frequently Asked Questions (FAQs) ### What are some tips for effective cross-platform distribution? Sharing content across multiple digital channels is a must. Cross-platform distribution can help you reach a wider audience. It’s also essential for building a brand, as a web user needs to see your messaging and branding many times for it to resonate. Make sure your content is consistent across all channels. ### What are the three platform categories for content distribution? Generally, content distribution platforms fall into three categories: Paid advertising, social media, and posting to niche groups and communities. In a digital world, each category contains many possible options and brings their own nuances, benefits, and challenges. Consider how to incorporate a mix of these categories and which tools will work best for your business and content goals. ### What is social media content distribution? Social media is an extensive, extremely varied market, with many options on where, when, and in what format to post content. Your LinkedIn strategy won’t be the same as your Facebook strategy, for example. Social media content distribution, then, is a way to take this and other factors into account when you’re planning which content to post when and on which channel. Use your business and marketing goals, your understanding of your audience, and past data to decide on your social media posting strategy, then continually gather data and refine accordingly. --- ### Performance Advertising: Definition, Benefits, Challenges, and Strategy URL: https://www.taboola.com/marketing-hub/introductory-guide-performance-marketing/ Last Modified: 2025-06-30 08:38:10 ## What is Performance Marketing? Performance marketing is a comprehensive term for online marketing and advertising programs where advertisers only pay when a specific action occurs. These actions can include a generated lead, a sale, a click, and more. To support this results-oriented approach, modern and competitive performance marketing uses sophisticated AI algorithms to deliver your ads to the right audience at the right time and in the right places, tweaking and optimizing for performance in real time. ## Why is Performance Marketing so Important? Performance marketing has made its way into merchandising and retail lingo as a catch-all term that describes the use of online marketing and advertising tactics to sell a product or service in the form of a lead, sale, click, conversion, download, etc. Prepaid advertising is no longer the most reliable strategy because there is no guarantee that it will be effective. You end up wasting more time and money with little to no ROI. The beauty of performance marketing is that it is based solely on accomplishing measurable results. This means that you’ll know exactly what you’re paying for. It allows for more efficient tracking, which will enable you to closely monitor and better optimize your campaigns. ## Who Uses Performance Marketing? Is it right for you, though? If you’re hesitant about performance marketing, it’s possible you may have been burned in the past. When I spoke with brands who’d previously explored other performance marketing channels, they cited a lack of ROI with sponsored content campaigns, high costs, and a lack of results. For the best success with performance marketing, you’ll want to make sure you have: - Specific, measurable goals. - A defined target audience. - A publisher you can trust to deliver results with transparency. ## The Benefits of Performance Marketing Here are the key benefits of performance marketing: ### Pay-for-Performance Model You only pay when desired outcomes (e.g., clicks, conversions, sales) are achieved, ensuring that your budget is spent efficiently and directly tied to measurable results. ### High ROI Potential By focusing on specific actions, performance marketing helps you optimize campaigns to achieve a strong return on investment compared to traditional advertising. ### Measurable and Data-Driven Performance marketing provides detailed analytics, enabling you to track and measure the effectiveness of campaigns in real-time. This data helps in making informed decisions and adjustments. ### Budget Flexibility Advertisers can set daily or total campaign budgets, giving them control over spending. This is particularly advantageous for startups or small businesses with limited resources. ### Scalability Successful campaigns can be scaled up easily by increasing ad spend, targeting additional audiences, or expanding into new platforms. ### Audience Targeting Advanced targeting options, such as demographics, interests, and behaviors, ensure ads are delivered to the most relevant audience, increasing conversion rates. ### Diverse Channels Performance marketing spans multiple channels, including search engines (e.g., Google Ads), social media (e.g., Facebook Ads), affiliate marketing, and native advertising. This variety allows marketers to tailor strategies to their goals and audiences. ### Real-Time Optimization Campaign performance can be monitored in real-time, allowing you to tweak strategies, creatives, or bids immediately to maximize effectiveness. ### Risk Mitigation Since payment is based on measurable outcomes, performance marketing reduces the financial risks associated with traditional models that charge upfront without guaranteeing results. ### Enhanced Brand Awareness Even if the primary goal is conversion, performance marketing campaigns often increase visibility, exposing your brand to new audiences and driving long-term value. ## 4 Performance Marketing Tips to Support Your Strategy Performance marketing means you are looking for users toward the bottom of the funnel. You want to reach qualified leads so that your campaign translates into transactions — money in the bank for your brand. Here are ### 1. Map Content to Your Marketing Funnel In the new era of performance marketing, you want to focus purely on those in the consideration and decision phase, as that’s where people are ready to spend money. The content in your performance marketing should target the correct persona toward the bottom of the funnel with the information they need to take action. #### Consideration: Long-Form Content for Sign-Ups and Conversions Let’s consider a buyer persona named Ana. She knows she needs a product or service in your category, but isn’t yet convinced your solution is the best one. She’s in the “consideration” stage and is a perfect candidate for your performance marketing spend. She needs more storytelling, more convincing on your part. This can come in the form of display ads, user testimonials, and useful information in the form of articles, blog posts, or landing pages. #### Decision: Content to Drive Purchases Now let’s look at Joseph, our hypothetical decision representative. He knows he wants to purchase from you, but hasn’t converted yet: He either forgot, or hasn’t had the opportunity to do so yet. Stay top of mind with Joseph by re-targeting him on social media and with advertising on premium websites related to his interests. In the case of Realize, this is achieved with a performance-focused AI, powered by over 17 years of unique publisher data, which will target Joseph wherever and whenever is appropriate, but without putting him off by showing him the same ad too many times. ### 2. Perform a Competitor Analysis The internet is crowded and consumers are drowning in data and details, so your content campaigns need unique ideas and original information to stand out. Only then will you convince your audience that you provide the best choice for them. Analyzing your competitors’ content will provide insight into where you should focus and how you can differentiate your brand. To do so, remember to do the following: #### Identify Your Competitors Keep in mind, your competitors may not be immediately obvious — they might be offering a different product or service, but it’s one designed to solve the same problem you do. #### Determine Their Content Strategy Are they educating consumers? Are they focused on thought leadership? Are they strictly selling themselves with their content? Remember, a successful performance marketing campaign reaches users who are in the action stages, so tangible content that emphasizes how your offerings differ from competitors will drive conversions. #### Find Your Niche While you’ll likely still need to create some content similar to that of your competitors, the majority of your focus should be on content that differentiates your brand and speaks directly to consumers at the bottom of the funnel. Once you have your map, ideas, and competitive analysis, it’s time to dive into content creation. ### 3. Create Layouts Designed for Conversions Understandably, writers start with words before thinking about how those words will look on a screen. But if you’re in charge of creating content that converts for your brand, it’s important to also consider the design. The infographic below was created based on an analysis of millions of landing pages on the Taboola network, and illustrates all of our best practices. Here are the most important takeaways: #### Multiple CTAs You should have a CTA a third of the way down the page. This CTA should be in-line text that links to a landing page or product page of some sort. It should explain the value proposition behind converting, with longer form text than the typical one-to-three word CTA. At one-third of the way through your page, users might not have heard enough of your story to convert with a harder CTA. At the end of your content, use a more traditional CTA. #### CTA Placement Don’t put CTAs on the right rail, or underneath areas like the comment section of a blog, as users won’t see them there. They should be a natural part of your article, so they’re not ignored. That’s why we recommend in-line linked text. ### 4. Write Copy That Converts Once your article design is set up for success, dive into conversion copywriting. The first step is simple, but often neglected: The title of your article should match the promise made in the title of your ad creative. The final template will always include: - Titles that satisfy a promise. - A hook that answers that promise and entices continued engagement. - A nut paragraph that reveals what you’ll cover. - CTAs made for conversion throughout. - Subtitles that are scannable ## 7 Questions to Answer to Create Your Performance Marketing Strategy As stated earlier, performance marketing is a results-oriented approach. An effective performance marketing strategy should focus on measurable events or actions, tracking, and optimization to deliver the best marketing ROI. Here are key questions to ask and steps to take: ### What Do You Want to Achieve? Define Your Goals/KPIs Defining your goals should always be the first step you take towards a successful strategy. Aligned with business objectives, these goals should be measurable by clearly-defined metrics. Not all objectives are directly related to revenue generation, like brand enhancement for example, and therefore each goal will translate into a different set of supporting metrics. If you are a focusing on middle to lower of the funnel marketing goals, you would be focusing on the following MQLs, new customers and revenue, to name some examples. ### Who Are You Talking To? Define Your ICP Your ideal customer profile, or ICP, profiles ideal customer characteristics (demographics, behavior patterns, needs and pain points) which will enable the creation of targeted marketing campaigns and best align marketing and sales efforts. Your IPC, as opposed to your target audience, is the customer who is most likely to buy your products and stay loyal. Designing your ad copy, knowing where and what content format to market your brand will be based on the information you gain through understanding your ideal customer profile. ### What Do They Need to See? Develop High-Converting Creatives & Ad Copy High-converting ad creatives and copy are essential for grabbing attention, engaging audiences, and driving conversions. Essentially high converting landing pages include a clear headline, resonates with the readers' needs, specifies how your brand will resolve these issues, provides testimonials and calls to action. The content and design should be A/B tested in order to continuously optimize your results. ### Where Do They Consume Content? Define Your Marketing Channels Performance marketing channels are digital platforms where advertisers pay for measurable results, such as clicks, leads, or conversions. These channels are crucial because they allow businesses to track ROI, optimize campaigns in real time, and ensure marketing budgets drive tangible outcomes. Much will be said about some performance channels in our section below but here is a brief summary of the main performance marketing channels and why they are important. - Paid Search (Google Ads, Bing Ads) – High Intent & Fast Results. - Social Media Advertising (Meta, LinkedIn, TikTok, X, Pinterest) – Audience Targeting & Engagement. - Programmatic Advertising & Display Ads – Automated & Scalable. - Affiliate Marketing – Performance-Based Partnerships. - Influencer Marketing – Trust & Social Proof. - Co-marketing – Shared marketing costs (reduced CPA) and higher qualified reach. - Referral programs – Built on trust and lower CPA. - Email & SMS Marketing – Retargeting & Nurturing. ### How Do You Make Sure They See It? Leverage Retargeting and Remarketing Obviously, no channel shows all the ads available, all the time, to everyone. The different platforms choose what to show based on a combination of the following factors: - Target audience and segmentation: Each ad platform offers ways for you to target your audience in the form of audience segments. - Bid: The modern advertising landscape calls upon programmatic capabilities that factor in the amount you’ve agreed to pay to show your ad in a specific place and time to your chosen target audience. - Quality and relevance: Trust is the biggest issue people have with advertising of any kind. As such, ad performance is factored. If your ad doesn’t work—that is, it earns low quality ratings—the network will reduce its exposure. - Conversion: The economics of performance marketing is based on consumers taking action. When the required action doesn’t take place, the network doesn’t get paid. So your ad gets displayed more when it works. Facebook advertising (and the associated fees), for example, focuses heavily on the advertiser’s bid, ad quality, relevance , and the estimated amount of actions.  Most platforms work in a somewhat similar manner. ### How Are You Performing? Real-Time KPI Tracking To track marketing performance, use marketing tools for analytics and tracking tailored to your channels such as GA4, UTM tracking, Hubspot and other email marketing platforms, social media analytics or realize:, Taboola's performance marketing platform. Understanding where conversions come from ensures you invest in the best channels. After you define your conversion goals and set up your conversions tracking, you should define your attribution model. Different models distribute credit to touchpoints differently (example: last-click gives all credit to the last action before conversion, whereas first click gives credit to the first interaction). ### How Can You Improve Your Metrics? Conversion Rate Optimization (CRO) Marketing optimization is a continuous cycle of testing, analyzing, and improving. Focus on data-driven decisions and scaling what works. Here are a few methods to enhance CRO: - Write better ad copy. - Test different images, videos and the format of your ads (carousel vs vertical). - Optimize landing pages. - Leverage retargeting ads. - Leverage AI to test subject lines, target and segment your audience. - If your Google Ads or Facebook Ads performance plateaued, consider exploiting targeted audiences via the Open Web focusing on scaling. ## Performance Marketing Channels: Where to Focus Your Efforts Performance marketing professionals — in agencies, with media companies, publishers, or otherwise — rely heavily on paid marketing channels including. You have a variety of options for where to launch your performance marketing efforts. And of course you can use any combination that helps you reap results. ### Social Media Over time, it has become far more difficult to achieve measurable results with organic reach via social media networks. Consequently, agencies and media buying professionals are investing in social media advertising to play a role in their performance marketing programs. Social networks provide you clear metrics to measure KPIs such as clickthrough rate (CTR), cost per click (CPC), and your overall ROI. As is the case with all performance marketing efforts, your starting point is to establish your objectives. Reasonable objectives for social advertising include increasing: - Traffic - Engagement - Lead generation - Sales The practical next step is to select the social platforms you’ll begin with. Consider the following: - How the demographics of the network align with your brand. - The traction you’ve gained on each network with your organic efforts. - How your competition approaches the various social channels. - Ad formats that can be used on the network. Of course, the list of social media channels you can advertise on is long and includes Facebook, Instagram, Twitter, LinkedIn, YouTube, Snapchat, and Pinterest. We won’t get into specific performance marketing campaign structures for each individually, however, you can consider the following best practices: - Create specific target audiences by diving into the targeting options provided. You’ll twist the dials going forward as you hone in on your audience. - Strive to create ads that blend well with the organic content found on each network. Blatantly promotional efforts tend to backfire on social media. - Take time to understand the pros and cons of the various formats offered. - Experiment with your bidding strategies and optimize them over time to increase ROI. - Refresh your ads and landing pages often. ### Display Ads and PPC Campaigns Like affiliate marketing, display ads and pay-per-click advertising were some of the earliest forms of performance marketing. The advertiser pays nothing unless the ads drive action or, specifically, clicks. Display ads use images, video, and text to tell stories that grab consumers’ attention. They can appear on third-party websites, apps, and other platforms. Display ads often include a call to action that guides a consumer to a website where they can learn more about a product or service. Explore some of the best display ads and see how they helped advertisers exceed their marketing objectives. ### Content Performance Marketing Content performance marketing is the intersection of content marketing and performance marketing. Advertisers create, publish, and distribute content they feel is most relevant to their desired audience while simultaneously working to meet demand, optimize, and measure the success of the content. The three steps involved in content performance marketing are: - Target Demand: In this step, advertisers determine where their audience is most likely to be looking for their product or service. Advertisers are also gauging an understanding of the types of content a particular audience likes to consume and creating bespoke content that fits those parameters. - Optimize Content: Once content is created to meet a demand, data must be analyzed in real-time to determine how content can become more successful. An example of this is keeping a close eye on SEO. - Measure Results: To inform future pieces of content, it’s crucial for advertisers to use learnings from past content performance campaigns. Setting strong KPIs allows advertisers to spend wisely and eliminate guesswork. ### Native Ads A sad truth for marketers is that most people in your target market are oblivious to digital advertising. They either have filters in place — such as ad blockers — or they filter ads subconsciously, or both. Native advertising lets you create click-through opportunities on the websites where your target market consumes content. This format gets 10 times more clicks than other forms of online advertising. With native advertising, you want to make sure your ads align with quality content and that you leverage smart distribution via the right publishers. The good news is that content discovery platforms such as Taboola offer advanced predictive engines that ingest high volumes of data to match viewers with content that’s likely to capture their interest. To launch successful content discovery campaigns via native advertising, you should: - Set a goal: Determine a specific goal and define essential metrics to gauge progress. - Right-fit the content: Aim to build campaigns around content with the potential to inspire action. - Prepare your launch: Launch preparation involves selecting content, audience filters, and budget parameters. - Optimize: Fine-tune campaign performance by analyzing the data, identifying the publishers driving the best results, and adjusting your budget accordingly. - Realign and revise: Review how campaign performance compares to your original goal, and look for ways to optimize efficiency by using granular variables like time of day, site, and device type. Consider how content discovery might support additional efforts throughout the marketing funnel. ### Search Engine Marketing Technically, search engine marketing (SEM) includes efforts to increase visibility and clicks via organic and paid advertising. In this post, we’ll address only paid, which is another viable performance marketing channel. Thanks to the Google AdWords program, SEM has been the most popular performance marketing channel for decades. Following a remarkable $237.8 billion in revenue for 2023, Google Ads has already generated $192.2 billion in 2024’s first three quarters. See the best Google Ads alternatives for 2025. SEM enables advertisers to put their ads in front of customers who are ready to buy. Keywords are the foundation of SEM and choosing them wisely is a bit of a science. You’ll benefit from conducting comprehensive keyword research where you aim to identify keywords that are relevant to your brand in terms of what prospective customers are likely to use when searching. For obvious reasons, keywords with high commercial intent that include terms such as buy, discount, deal, coupon, and free shipping are more competitive and therefore pricier. It’s important to understand that SEM is based on a real-time auction process that takes place every time someone enters a search query. To be entered into the auction, advertisers identify keywords they’ll bid on and determine how much they are willing to spend for a click. The process is complex, and comprehending it is critical to achieving high ROI. WordStream is a leading vendor in the SEM software space and offers deep resources for mastering the bidding process at its PPC University site. ### Affiliate/Sponsored Affiliate marketing is an established form of performance marketing. In this popular model, a publisher becomes an affiliate by securing a relationship with an advertiser to produce traffic and sales (or an agreed-upon action). Affiliates send traffic to advertisers and receive a commission in exchange for a specified action (a sale, in most cases). Affiliate publishers essentially act as an extension of your brand, using their site to sell your goods and services to their viewers. Any website operator can be an affiliate, and any brand operating online can be an advertiser, though usually the advertiser has an ecommerce brand or sells a solution via the web. Affiliate marketing exceeded $10 billion for the first time in 2024, with growth expected to rise to $15.80 by 2028, according to Statista. Affiliate marketing software platforms act as a middleman for advertisers and marketers. Affiliates and an online merchant agree upon specific actions that will result in a payout for the affiliate, and the platform ensures that these transactions are safe, fair, and not left to manual labor. We recommend these affiliate marketing software platforms: Much like content discovery, sponsored articles are a form of native advertising that serve as content performance marketing plays. Sponsored articles can drive qualified traffic and conversions, and they can increase online visibility in front of a highly targeted audience. Native advertising expert Chad Pollitt writes, “Sponsored articles have opened the door for brands to become part of natural conversations with consumers within the realm of their trusted environments — the publications they go to for news, education, and entertainment on a regular basis.” Executed properly, sponsored articles have proven to be a financial win for both advertisers and publishers. In The Media Buyer’s Guide to Sponsored Editorial Content, Pollitt gives the following keys to remember: - Sponsored content means the publisher is a media outlet. - The long-form editorial nature of sponsored articles distinguishes them from their short-form sponsored social counterparts. - Association with a publication and exposure to its audience increases brand awareness, web traffic, conversions, and the likelihood of profitable consumer buying behavior. ### Influencer Marketing Not all influencer marketing is performance marketing: Some influencers get paid for activations, regardless of results, e.g., you might pay for a sponsored post on their Instagram or a video on their TikTok account. Some influencers may agree to accept pay based on the results their content delivers for your brand, though, which is the very definition of performance marketing. ## Performance Marketing Metrics: Measuring the Impact With any campaign, you want to decide which KPIs to optimize for with your strategy. Performance marketing gives you the chance to optimize for a variety of KPIs: - Return on Ad Spend (ROAS): The revenue (or return) you get for each dollar you spend on advertising. - Cost per Impression (CPI): How many times your ad is viewed. Since this is generally measured in increments of 1,000, performance marketers use cost per mile; - Cost Per Mile (CPM): The amount an advertiser pays a publisher per 1,000 times that their advertisement is shown. - Cost Per Click (CPC): The amount an advertiser pays only when their advertisement is clicked on. - Cost Per Sales (CPS): The amount an advertiser pays only when a sale is directly generated by an advertisement. - Cost Per Leads (CPL): The amount an advertiser pays when they receive a sign-up from an interested consumer as a direct result of their advertisement. - Cost Per Acquisition (CPA): The amount an advertiser pays when a specific action, such as a sale, a form completion, or a click occurs. Each of the above actions is an advertising objective and therefore a measure of performance marketing effectiveness. To evaluate your choices, and continue refining them, you’ll need to consider your campaign goals, choice of platforms, costs, and the results. ## Performance Marketing Platforms Let’s briefly explore how most platforms operate. As is the case with all media (often purchased by media buyers), each channel has a specific audience and offers different types of advertising platforms to reach them. For instance: - Facebook, the leading social media channel, offers a variety of options to show your ads to people visiting the Facebook or Instagram platform. - Taboola, offers a leading performance marketing platform where advertisers the ability to reach the readers of tens of thousands of leading online publications while leveraging AI to maximize conversions and decreasing cost per acquisition. - Google displays your ads in search results pages (and across the Google Ads network). ## Performance Marketing Examples French jewelry manufacturer and designer PANDORA worked with Taboola on a native advertising campaign to boost branding and conversions via content discovery and display advertising methods. These efforts led to shoppers spending more time on the PANDORA website, ultimately increasing the conversion rate up to 130%. In another example, Hear.com reached out to Taboola to partner on a performance marketing campaign. The project utilized sponsored content to create awareness around hearing loss and possible solutions. Through educational-focused sponsored content, Hear.com was able to target specific geographical regions and increase traffic tenfold over two years. ## Biggest Performance Marketing Challenges for Advertisers in 2025 Advertisers face an array of challenges when implementing performance marketing campaigns. Here are some of the biggest: ### Rising Costs and Limited Targeting Soaring costs, especially for social, make it harder to launch and scale campaigns as needed, so advertisers are limited in their targeting and reach. With the marketing landscape growing more cluttered and fragmented daily, advertisers need to find ways to go beyond search and social to achieve their goals. ### The Alure of the “Full-Funnel” Approach On top of the above issue, many companies use a full-funnel approach that doesn’t utilize the kinds of tools that help performance marketing work best. ### Creative Fatigue With all these struggles lined up, advertisers get hit with creative fatigue that prevents them from doing their best work. ## Solutions for Overcoming Performance Marketing Challenges Fortunately, there are solutions available to help marketers find and convert users at scale, such as: ### Expanding Your Creative Options High-visibility creative options such as display, vertical, and carousel can help you tell your stories in the right way on the right platform. By adding new creative tools to your mix, you can easily repurpose your existing assets, giving your best-performing social assets a new chance to reach your consumers. ### Paying Attention to User Intent vs. Identity You can also connect more effectively with your audience via a system based on predictive user intent vs. user identity — that is, one that makes predictions based on your audience’s actual behavior, rather than their demographics. This way you’ll know your ad is likely answering consumers’ questions on how to solve specific problems, increasing the chance of engagement and conversion. ### Leveraging AI for Strategy and Optimization Getting an AI assistant with solid data it can work from is very much worthwhile, too, as it can help you streamline your workflow, from ad creation to bidding strategies to precise optimization. ## Common Mistakes Performance Advertisers Should Avoid With performance marketing, it’s important to focus on easily trackable KPIs like the ones listed above. It’s much harder to track for less quantifiable things like customer lifetime value, share of voice, customer sentiment, and brand awareness, and to see the impact of long-term brand-building campaigns. If you’re working with an affiliate, be sure to research them carefully. You want to make sure their analytics reporting is accurate, and that they haven’t accidentally or intentionally inflated any figures. ## In a nutshell Advertisers benefit from performance marketing because they only pay when a consumer takes action. This gives them a low-risk way to increase brand awareness, as they can test out different audiences and strategies without a large financial risk. And because performance marketing is by definition trackable, advertisers get consistent feedback on their efforts, which helps them know where to tweak, increase, or decrease their campaign focus and budget. ## Frequently asked questions (FAQs) ### Is performance marketing the same as SEO? Performance marketing and SEO are different things. Performance marketing is a system where advertisers only pay when consumers either make a purchase or take other specific actions. SEO stands for search engine optimization, which is a system geared toward maximizing a website or web page’s traffic via search engines. ### Are PPC and performance marketing the same? PPC, or pay per click, is one form of performance marketing. With PPC, advertisers pay based on the number of clicks their ad receives. ### Can I do performance marketing myself? It’s important to have the tools to track your targeted metrics. Amazon, for example, offers self-service CPC ads and other options to help with your performance marketing and advertising efforts. And Google’s Performance Max is geared toward helping you grow your business with Google Ads. Performance marketing is a great strategy when you want to be able to measure results, and get them fast. To really hit your business objectives, make sure to build your campaigns strategically. Create an ad that will resonate with your target audience, and choose the right platform, ad format, and optimization goals. ### Performance Marketing vs. Affiliate Marketing Just as performance marketing is a subset of the broader category of digital marketing, affiliate marketing is one form of performance marketing. However, affiliate marketing has a very specific goal: Sales. Unlike some other forms of performance marketing, with affiliate marketing, the content lies in the hands of the publisher, not the brand. Affiliates create content designed to generate sales for a specific product or service — the brand does not play a role in creating that content. This makes it easy for brands to align with many different affiliate marketers and boost their sales through increased visibility to a broader audience. --- ### What Marketers Should Know About the TikTok Ban and the App's (Temporary) Reinstatement URL: https://www.taboola.com/marketing-hub/tiktok-ban/ Last Modified: 2025-01-26 08:53:45 The weekend ahead of President Trump’s inauguration was a roller coaster for content marketers, influencers, and everyday Americans who use TikTok for education and entertainment. When the Supreme Court upheld the TikTok ban, the Chinese-owned social media service went dark on Saturday, Jan. 18 — but, in fewer than 24 hours, the app was back online, with service being restored to its more than 170 million users. The app’s X account, @TikTokPolicy, posted a statement addressing the restoration, crediting its reinstatement to President Trump, who, before he was inaugurated, indicated he’d sign an executive order to delay the TikTok ban, despite having originally signed an executive order targeting TikTok during his previous term. Later on Monday, he did in fact sign the extension, which is for 75 days.  ## What Do the TikTok Ban and Reinstatement Mean for Marketers? TikTok has been a gold mine for both influencers and brands that figured out how to make the social media app’s algorithm and trends work to their advantage. When the app was slated to sunset, influencers were ready for major revenue losses, and marketers prepared to reallocate time and resources to other channels. But what should marketers do now that TikTok has returned? Here are two things to keep in mind: ### The Reinstatement Is Temporary (For Now) Trump’s executive order giving TikTok 75 more days does not ensure the app will be available indefinitely. When the president posted on Truth Social, his own social media outlet, that he would “issue an executive order on Monday to extend the period of time before the law’s prohibitions take effect,” his wording was careful. Even with the executive order, the TikTok ban that the Supreme Court upheld will still be on the books. Trump’s order simply pushes back the timeline for implementation. That said, Trump’s post also promised that he’ll fight to “make a deal to protect our national security,” and proposes “a joint venture between the current owners and/or new owners whereby the U.S. gets a 50% ownership.” After his inauguration on Monday, when signing his executive order in the Oval Office, Trump commented, “Essentially with TikTok I have the right to sell it or close it. We may have to get approval from China. I’m not sure; I’m sure they’ll approve.” So what does this mean for marketers and influencers? - You’ll still be able to advertise on TikTok, though TikTok President Shou Zi Chew noted upon the app’s return that live campaigns will have “certain limitations,” for now. - Currently, there’s no guarantee that TikTok will stay available in the United States. Much will rest on the negotiations between the U.S. government and the app’s owner, ByteDance. - If you don’t already have one, it’s time to develop a backup strategy for other channels, including advertising on TikTok alternatives that users are likely to flock to, such as Instagram, Snapchat, and YouTube. Some marketers may hesitate to put any more money into TikTok campaigns right now, which could mean less competition for those who continue to advertise. But will the ad dollars be worth it? Advertisers need to consider that: - Despite reinstatement to users, the app is currently not available for download in the App Store or on Google Play, so new users can’t join the platform (for now). - The app is not guaranteed to stay active beyond the 75-day extension. - When Elon Musk took over X (formerly Twitter) in 2022, the app suffered major losses in users. Emarketer estimates that X “has lost, will lose” 7 million users from 2022 to 2025. Similarly, some former TikTok users may see the app’s ban and reinstatement as political theater and thus hesitate to return — meaning there could be fewer eyeballs for ads even as the app returns. ### Diversification Is Key Even if TikTok is successful in remaining available in the United States, this situation should serve as a strong warning to influencers and marketers: Channel diversification has never been more important. It’s never a good idea to go all-in on one channel; platform dependency can tank your marketing efforts in an instant. Successful content marketing requires not only various content types but also a synergy of various channels, including email, social media, paid advertisements, organic search, and more. In the coming days, watch user trends. Are users flocking to new platforms in droves, and if so, where does the data say your specific customers are going? Meet your audiences where they are. And remember this of any and all social media platforms: You’re merely “renting” space. You don’t own that channel, and you have no control over how that app’s algorithm works, how much it costs to advertise on the app, whether you’re allowed to advertise, or whether the app will remain at all. Don’t forget to nurture and grow audiences on owned channels, including your website and newsletter. And consider other advertising avenues that form a more holistic advertising strategy, including native advertising, affiliate marketing, and pay-per-click. --- ### 8 Ways To Increase Traffic to Your Website URL: https://www.taboola.com/marketing-hub/increase-website-traffic/ Last Modified: 2026-03-11 09:49:39 Explore effective strategies and tools to boost your website traffic and grow your audience. You may not know it, but if you own a website, you’re engaged in constant battle. No, I’m not talking about cybersecurity, although that’s important too — I’m talking about the battle for attention. Your foes? Every other website owner in your niche, many of whom are likely doing a better job at driving traffic to their website than you are. That means that potential customers, readers, or other interested parties are discovering their business, but not yours. Thankfully, there are plenty of ways to take back some of that attention. Instead of simply wondering why your website isn’t getting any hits, there are actionable steps that you can take to raise that pageviews metric. Whether free or paid, basic or advanced, here’s how to increase website traffic the right way. ## 8 Ways to Drive Traffic to Your Website When it comes to knowing how to increase website traffic, you don’t actually have to spend any cash. Sure, paid tools can be helpful in the arsenal of a website marketer, but it’s a good idea to leverage free tools first. ### 1. Optimize Your Existing Content Your content needs to be working for you. This is where content optimization comes in. Put simply, it means checking that every piece of content you’ve published is targeting a specific keyword (that is, a phrase people commonly type into Google when searching, e.g., “best running shoes”). This is not to say keyword optimization on its own will ensure you are driving the users you need to grow your business - you will need a robust content plan first to make sure you are covering the topics and answering the questions your users are most interested in. However, once your have that foundation in place, optimizing your content to align with users' intent will support your traffic growth. There are various tools on the market to help content marketers conduct keyword research for their upcoming posts. In recent years, these services has been expanding, too, not only helping you research keywords, but also helping you optimize your existing content to better target keywords, and offering suggestions about how you may repurpose it to better perform. A well-optimized site will give you a bedrock of reliable monthly traffic that you can then use as a foundation for everything else. ### 2. Make More Content The best way to increase web traffic is to have more content for that traffic to go to. That’s right, simply write more, and you might start seeing an increase in traffic to your website. Of course, there’s more to it than that. If your goal is to increase web traffic, then start by creating a real content plan for your website. Then, conduct keyword research on the topics that you’ll cover, ensuring that your content can properly rank (more on how to do that below). Make sure you get a good idea of what kinds of search terms your audience is using, so that you can cater your content to them. It’s also worth researching top topics in your industry, so that you can build sets of content around those topics, establish expertise in your industry, and grow your site’s reputation. Once you’ve created a content plan with the right keywords, assemble your content and publish it on your site. If you were able to put together a solid plan and target keywords that your audience is actually using, you should start to see increases in traffic over time. That’s what happened to a site of my own — once I put together a content plan and put some more effort into keyword research, I saw some pretty huge traffic gains. You can find tools to identify trends within your niche, allowing you to put together content to take advantage of those trends. These services will also help you to identify influencers in the niche, which you can look to for ideas for your own content, or to approach for sponsored content on their platforms. Some of these tools can even help you connect with influencers, cutting out the hassle of having to track down accurate contact information. ### 3. Hire Influencers These days, influencer marketing can have a massive impact on your website’s traffic over time, not to mention the effects it can have on brand awareness. Influencers don’t have to be solely on TikTok or other short-form video platforms — they could have large followings on sites like X or Threads, big YouTube accounts, or others. Paying for sponsored posts around your product or website can be a big part of understanding how to increase website traffic, especially if they link directly to your site. ### 4. Make a Real Social Media Plan Social media is tricky, but since this is the “free” section, you’re probably not looking to hire a social media manager. That means it’s down to you, and these days, simply throwing a post up every few days probably isn’t good enough. To make a social media plan, start by ensuring you have accounts for your brand on all of the major platforms, including short-form video platforms like TikTok. Video content is a big deal these days, and it can be hugely helpful in raising awareness around your brand. Once your accounts are in order, come up with a list of topics in your industry that you think might do well on social media. Look for short, snappy topics that can be tackled easily. Lastly, create content and posts around those topics, and schedule them. There’s plenty of discussion around how often you should post, and that largely varies by platform, but aim to have at least three or four posts per week, if not more, on each platform. Learn how to create content for social media. Social media management tools will help you plan, edit and schedule your posts and manage your social media profiles. These tools integrate with all of the biggest social media platforms, and preferably with short-form video platforms. ### 5. Create (And Use) a Mailing List Email marketing is still a big deal, and it can still help drive large amounts of traffic to your site each time you send out an email. As such, it’s worth creating a mailing list that you can leverage over time. To start building a mailing list, make sure you have an easy newsletter sign-up form on your website, and post about the newsletter on social media. As more people sign up to the mailing list, you’ll be able to leverage that list to drive more and more traffic. Just make sure you don’t spam your subscribers with too many emails, as doing so will cause them to unsubscribe. Of course, simply having a list isn’t necessarily enough — you’ll also need to create content that you can send out to your mailing list. That, however, will vary depending on your brand. It could be shorter versions of stories that link to your website’s content, coupons for your product, and so on. ### 6. Pay For More Content Building a sense of expertise in your industry can be hard, especially when it involves dozens of posts and other content that you might not have the time to put together on your own. A great way to accelerate the creation of content on your site is to pay for it. Hire freelance writers to produce content, including both written content and video content. This will help accelerate your content strategy and ensure there’s no missed opportunities when it comes to ranking on Google and other search engines. ### 7. Buy Ads On top of paying for more organic content from influencers, it may be worth buying ads on social media or in search outright. These kinds of ads will show up in a user’s feed on social media platforms, or at the top of a search page in the case of search ads, both of which will also help raise brand awareness. You will likely have to experiment a little to find the right kinds of ads and platforms that work for your brand. Try to buy a few different kinds of posts on a few different platforms, and pay close attention to the analytics of those ads after a few days. That’s true for search ads too — try out ads with different titles and copy, so you can see what works best. Lastly, make sure your ads are specifically targeted to your audience, as there’s no use paying for ads that show up to users who can’t actually use your service. ### 8. Distribute Your Content on the Open-Web Content recommendation is a system for suggesting content to visitors based on what they are already interested in - on the open web. You will often see these types of ads in the form of widgets, display banners, and feeds. Content recommendation tools include website plugins and software platforms. These tools make use of AI technology to recommend your content based on keywords, tags, and how users are engaging with content in real time. ## Key Takeaways Figuring out how to increase website traffic isn’t necessarily easy, and it involves a lot of time and effort. The good news is that there are actionable steps you can take to drive traffic to your website for free — though if you are willing to pay for help, you may find that you’re able to increase traffic to the site quicker. ## Frequently asked questions (FAQs) ### How does SEO increase website traffic? SEO helps organize your content so that search engines can easily understand what your site and pages are about, and show them when users search for relevant keywords. SEO is constantly changing, and Google’s algorithms are always shifting, too. But by using best practices for good SEO, Google is likely to rank your website higher in search, increasing the likelihood that potential customers will click on a link to your website. ### How can I increase traffic to my website without SEO? There are a few ways to increase traffic to your website without SEO. For starters, you could pay for ads on social media or in search. This will place your website in front of potential customers without you needing to create concise content. You can also pay for posts from social media influencers, or simply lean into social media and email marketing yourself, instead of relying on search. ### Why is my website traffic so low? There are a few reasons your website traffic could be low. It's possible you’re not making use of SEO to ensure your website ranks as high as it could. Make sure you use a combination of SEO, social media, and other marketing tools, to increase website traffic. --- ### How to Create Content for Social Media: Engaging Ideas and Tips URL: https://www.taboola.com/marketing-hub/how-to-create-social-media-content/ Last Modified: 2025-04-20 07:37:39 Master social media content by knowing your audience, planning strategically, and staying authentic. Even if social media isn’t your favorite thing on Earth, when you run a small business — or manage marketing for a nonprofit, promote a band, or are generally trying to raise awareness for any brand, product, or purpose — then social media content creation is simply a must. It’s not just that well-curated social media content helps to drive viewers, engagement, and potentially capital: These days, the absence of social media can seem like a red flag to some would-be customers. To that end, I’ll walk you through how to create meaningful social media content that actually connects with your desired audience. To get you the best advice possible on how to create content for social media, I’ve gone beyond my own long experience with social media and marketing — which includes running social media programs for several companies, writing millions of words of search engine optimized content, consulting on marketing campaigns, and even ghostwriting books on online marketing and SEO — and consulted with nearly a dozen social media industry experts. This includes CEO of Nautilus Marketing, Tom Jauncey, who sums things up nicely: “Creating engaging social media content comes down to understanding your audience and mixing up your approach.” Before we talk about content, though, let’s talk about bigger picture planning. ## What Is a Social Media Content Plan? Your social media content plan is your overall strategy for growing and enriching your brand’s online presence. (Throughout, I’ll use “brand” as shorthand for your business, yourself as an artist or author, your nonprofit, and so forth.) In broad strokes, a content plan informs your greater thinking about what to post on social media and when to post it, so you can achieve goals like increasing brand awareness, engagement, or visibility, or help grow your sales. Although, on paper, your social media plan mostly involves thinking through and then writing out what you will do — this many posts per week of this type on this or that platform, e.g. — a lot of its value lies in the fact that it will help you think through your goals. Is the purpose of your social media campaigns simply to grow brand awareness? Is it to promote a given message? Is it to inform people of new products or events? When it comes to a true understanding of how to create content for social media, knowing why you’re engaging in a social media push is every bit as vital — arguably even more so — than knowing how you’re going to go about it. ## 5 Steps To Building a Social Media Content Plan ### 1. Know Your Audience You have to know as much as possible about your target demographic. What age is your preferred customer? Where do they live — in coastal cities, rural regions, the Midwest, or overseas? Only once you know plenty about who you’re targeting can you create content with which consumers will identify. ### 2. Study Your Competition Chances are high that others are out there doing something similar to you. Are they doing well on their channels? Then take some notes from them on how to create content for social media, and maybe even allow for a bit of emulation. Is anything they do more cringe than cool? Then avoid it like the plague. Paying attention to what others are doing on social media is often your best bet for jumpstarting your own campaign successfully. Why reinvent the wheel, right? ### 3. Plan a Budget Social media can be free, of course, but unless you want to spend years waiting for your brand to grow, spending hours every day actively engaging with other users in hopes of follows and shares, you really need to consider spending some money on your social media efforts. This can range from paid posts now and then all the way to hiring a company to help manage your social media efforts for you. ### 4. Choose Your Platforms Carefully It likely goes without saying that the same post that blows up on TikTok may fall on deaf ears on Facebook, or that while Instagram may be great for that quick GIF you created, that longer explainer video really belongs on YouTube. But you also need to think beyond how well-suited a given piece of content is to a platform, and think critically about the viewers with whom you hope to engage. At last check, the average age of a TikTok user was between 18 and 24, while the average age of a Facebook user is 10 years older than that, with people aged 55 to 64 spending the most time on Facebook daily. You need to know where your people are, so to speak, so you’re not posting to the wrong crowds. Take the time to research your demographic audience and then to see which sites, apps, and platforms they frequent. ### 5. Make Your Accounts, Then Make Your Plan You can’t take to the social media scene without accounts on Instagram, TikTok, LinkedIn, and more, and although making individual accounts may be quick and easy (and usually free), creating a unified presence across multiple platforms can be a challenge, so be ready to spend some time researching this. Search out account names you can secure across multiple platforms, generate a logo that looks great even small, and make sure you can use the same name and imaging everywhere you need. ## Types of Social Media Content To Produce As you set about the business of figuring out how to create content for social media, it’s vital that you understand the options available to you. “The type of content you need to create really depends on your audience and their needs,” says Ruslan Halilov, CMO at BluedotHQ. “For instance, as a brand, we need to cater to our users who seek educational content on best practices for professional meetings. So, we create content that includes tutorials, case studies, and tips. But for someone who's an influencer, for example, you will need to make more entertaining content.” “You need to first research what your audience wants and which platforms they’re using,” Halilov continues. “This means researching how the algorithms on your platform of choice work is also a must. For example, Instagram values visuals and short texts, while YouTube is strictly about videos.” ### Short-Form Video Short-form videos are a great way to deliver brief but loaded content. They’re often only 10 or 15 seconds in length — not long enough to wear out an attention span — and usually feature a person front and center on the screen. TikTok is the leading short video platform, alongside Instagram Reels, and again, the more popular videos often feature a person speaking right to the camera, lots of brief text overlays, and usually music and other effects. ### Image Galleries If you want to feature multiple pictures, be it of products, people, places, or anything else you think your audience should see, a carousel of images is the best way to deliver content. Instagram, naturally, is the ideal platform for this, since it’s easy to search and scroll and it’s optimized for batches of images. Just remember to keep the captions short, as most people won’t read them, and instead focus on content that catches the eye, leading with a strong picture that will draw in audiences. ### Long Posts If you have a longer message to share, you might just get people actually reading it all on Facebook or LinkedIn. Regular users of these venerable social media platforms are accustomed to spending more time reading text than users of video-heavy social media services. Make sure your post has a strong image as well, though, and consider summarizing the content at the end (perhaps with a TLDR, or “too long, didn’t read” approach) and don’t bury the lede: Make it clear what is being discussed at the outset. ### Long-Form Video If you want to disseminate information through longer videos — meaning a minute or so, or even 15 or 20 minutes — do it on YouTube, as people are ready to tune in and watch on this classic video platform. Be sure to create a solid channel with a decent bio on it, but know that video captions will get a glance at best in most cases. Make your videos strong, turn on Closed Captions, and watch the comments that pop up. ### Infographics and Charts There’s no right or wrong social media platform on which to post infographics, charts, surveys, and so forth (TikTok, perhaps, may be a miss there). Instead, it’s a matter of finding the right place for the right content. People on Facebook, for example, gobble up info about the political realm, whereas a graph showing changing trends or social preferences may do better on Instagram. Content Type Advantages Disadvantages Used on Short-form video - Punchy. - Popular. - Very little time to cram in more than the briefest of messages. TikTok, Instagram Reels. Image galleries - Scroll-stopping. - Ideal for showing products. - Very few people will read the captions on Instagram. Instagram, Facebook. Long posts - Lets you communicate more complex/meaningful ideas. - Only worthwhile with an already-engaged audience. LinkedIn, Facebook. Long-form video - Great for increasing time spent on page. - Expensive. YouTube. Infographics and charts - Communicates lots of information in a relatively simple manner. - Attention-grabbing. - Won’t work on video-heavy platforms. X, Instagram, Facebook, LinkedIn. ## Implementing a Social Media Content Plan ### Plan Your Social Media Content Out Well in Advance Forward planning is a massive part of knowing how to create content for social media effectively. Never leave your social media posts and uploads to the last minute — that’s a recipe for stress and even strategic failure. “Plan ahead with a content calendar and scheduling tool,” says Haley Wells, social media team lead at the marketing agency Seoplus+. “They allow you to visualize your strategy months in advance, ensuring your content is cohesive and consistent. Plus, scheduling posts removes the daily pressure of publishing in real-time. Frequency matters in social media, and scheduling tools help you maintain a steady presence.” ### Always Be Authentic “When creating social media content, it’s important to balance your brand’s voice with staying relevant,” says Silvija Kemeraite, social media manager at Omnisend. “Meaningful, authentic content has more impact potential, but trends, including memes, can offer quick engagement if approached wisely. Be selective and choose trends that correlate with your core message and audience. For example, brands that jumped late on the ‘Brat Summer’ trend appeared tone-deaf, just as using the Grumpy Cat meme will probably feel outdated to a Gen Z audience.” “On the other hand, don’t be afraid of being unpopular, at least with some people,” Kemeraite adds. “Many rely on ‘safe’ content to not trigger anybody, but sometimes a thoughtful stance on certain issues may differentiate you among competitors in a positive way. Ben & Jerry’s comes to mind: While their social commentary draws criticism from some, it also builds stronger loyalty among their target demographic.” ### Choose the Right Content for the Right Platform Ryan Anderson, president of the marketing agency Markiserv, advises that you have to know what type of content suits which platform. “With platforms like TikTok and Instagram, short-form videos (AKA reels) are dominating — short, snappy, and visually engaging videos that grab attention and encourage sharing. Sometimes you should use interactive posts, like polls, quizzes, or ‘this-or-that’ templates to foster audience interaction. As for word counts, for Twitter/X, keep posts concise — under 280 characters, focusing on punchy hooks or actionable insights.” “For Instagram captions, use 125–150 words for high engagement, but vary with longer storytelling when necessary,” Anderson continues. “For LinkedIn posts, aim for 150–200 words, formatted for skimming with bullet points and short paragraphs. Finally, memes are great for relatability and shareability, but they must align with your brand’s tone. Use memes sparingly and ensure they’re relevant and tasteful to avoid alienating professional audiences.” ### Be Consistent, but Don’t Overdo It In terms of posting frequency, never toss up some garbage just so you posted something. “In terms of frequency, less content and more substance is the way to go,” says Kemeraite. “Highly engaging content, such as a funny, well-targeted meme, or a longer, captivating story once in a while, is far more effective than daily filler. Again, the goal here is to connect with your audience through authenticity, not just chase the algorithm.” Once you have your posting frequency planned out, stick to it, Halilov says, explaining that, “Being consistent is the only way you can gain a following.” ### Make Your Content Work for You You don’t have to come up with great new material every time you post to social media. “Repurpose your existing content,” says Nikola Baldikov, an SEO and digital marketing specialist who founded the site Inbound Blogging. “When it comes to creating great content, you don’t always have to start from scratch. Take a look at what you’ve already made and find ways to give it a new life. For example, if you have an in-depth blog post, you can break it into smaller pieces for social media, turn it into an engaging infographic, or create a short, snappy video highlighting key points. AI tools like ChatGPT can make this process even easier.” ### Pay Attention to What’s Working Pay close attention to which posts blow up and which fall on deaf ears. And don’t focus all your attention on your own posting — keep an eye on what else is out there. “Use social listening for inspiration,” says iHeartRaves founder and CEO Brian Lim. “Social listening tools let you look at how people engage with ideas around your niche, market, or competitors. Tools like Brandwatch or Sprout Social give you a perfect opportunity to explore the trends, the common problems, or even some latent interests of your target audience. For example, if you notice a spike in festival-goers discussing sustainable fashion, this could inspire educational posts, product highlights, or collaborations around eco-friendly designs.” ## Key takeaways The key to success in learning how to create content for social media, then following through on your plan, is knowing your goals. What are you hoping to achieve and why? When you know that, next research your target audience and figure out which type of media your demographic consumes, and where. Next, consider what your content will be like (funny, touching, informative, etc.) and then make a calendar, remembering that quality, authentic content is better than a glut of the stuff. Then begin to create content, slot it into the calendar, and start getting your brand out there into the world. And be patient, it can take time! ## FAQs ### What is the best content for social media? Content that does three things: Get shared, get revisited, and get remembered. If you can figure out how to create content for your brand that will live on beyond its initial date of posting, you’re doing it right. Once you know what tends to work, know when it tends to work, too, says Ani Ghazaryan, head of content and marketing at Neptune.AI. “Track engagement to find the best times to post, as this can vary by platform and audience. Posting at optimal times ensures your content reaches the widest audience.” ### What is the most popular social media content? Video content, and short-form videos at that, are the most popular type of social media content. Videos that can be watched quickly on a mobile device get the most eyes, and when your feed is packed with this type of content, it can keep eyes glued. There are other creative ways to enhance the popularity of your content, such as by doing what publicity expert Stefanie Magness, of Elevate U PR, calls “newsjacking.” “That’s just a fancy way of saying I connect my ideas to hot news stories. If there’s a big story that relates to my work, I’ll jump in and share my take. People love hearing something fresh and relevant, and it helps me (and my clients!) stand out as someone who knows what’s going on.” ### How do I create a simple content calendar? You can start out using the calendar app on your phone or computer or even a paper calendar, but if you’re going to take social media seriously, then you need to turn to a workflow management platform like Trello, Monday, or Asana. These project management platforms have free versions and can help you plan out weeks or even months in advance, allow for reminders and notes, and make collaboration easy for that soon-to-be growing brand of yours. --- ### Content Marketing: A Beginner's Guide URL: https://www.taboola.com/marketing-hub/content-marketing-beginners-guide/ Last Modified: 2025-06-03 12:06:05 Let's be real, marketing is kind of a drag — I know I personally hate being bombarded by ads I didn't sign up to see, emails I didn't ask for, and spammy ads in my social media feed. What I much prefer is being entertained, reassured and supported by companies that actually have my best interest at heart. Starting out just after college, I faced finances for the first time. I literally had no idea where to start and, after a quick search for "finance basics," I found SoFi's article, 10 Personal Finance Basics. After reading it — and a few more of their stories — I signed up for their newsletter and, eventually, their money-management platform. That's content marketing. I not only didn't dread SoFi's marketing — I looked forward to it. Likewise, if you create content for your audience instead of marketing to them, the sales will flow. But to be successful, you have to become a credible and authoritative resource, earn your audience's loyalty and trust, and grow an active subscriber base before you can increase profits. ## What Is Content Marketing, and How Does it Work? Content marketing is the practice of creating and distributing content created with your audience's needs in mind, as opposed to solely focusing on the benefits for your brand or product, in order to build an engaged audience to whom you'll easily be able to sell. When I'm asked, “What is content marketing, anyway?” (typically around a place like the Thanksgiving dinner table), I usually respond with a question: "Have you ever signed up for a newsletter or subscribed to a YouTube channel? Why?" They usually respond yes, and explain to me that they either read or watched something they liked, and wanted to see more. "That's content marketing," you'll hear me say from across the table. "Did you then see anything related to that company or person's products? Did you buy?" If the answer is yes, you'll hear me say, "That's good content marketing." It’s definitely an undertaking, but the benefits are extraordinary. If you do it right, you can build: - A potential customer base that trusts you, and is loyal to you. - An authoritative and credible brand that people want to hear from. - A subscriber base that wants to hear from you, and to whom you can easily sell. - An endless supply of upper funnel leads to fuel your sales funnel. - A touchpoint for current and past customers, to keep them coming back again and again. This is not a new idea by any means. An early — and now, famous — example is Poor Richard's Almanack, an annual magazine first published in 1732 by Benjamin Franklin. Franklin didn't create the Almanack out of the goodness of his heart — he did it to sell his printing business. In doing so, he was one of the first to uncover the foundational truth behind content marketing: It's not about your brand, product or service, it's about your audience. He created something of value to them and, in return, his business flourished. By putting your most empathetic and genuine foot forward, you prove that you truly care about your customers, and that they can trust you by giving you a slice of their precious budget. ## Why Use Content Marketing? As mentioned, content marketing can be a bit of an undertaking, so why do it? The answer is that it works. At the end of the day, you'll see more conversions and sales because you've worked to educate your audience while building a lasting relationship with them. In most cases, it works a lot better than traditional marketing tactics. Many marketers already know this, which is exemplified by the huge brands that have jumped on the content marketing bandwagon — Sephora, LEGO, Bumble, Taco Bell, Patagonia, Dell Technologies, and Marriott just to name a few. ## Content Marketing Examples ### Bumble Let’s look at Bumble's The Buzz as an example. This online magazine is a star example of content marketing, featuring stories of couples who've found love on the popular dating app, as well as tactical (and funny) tips and tricks for dating. The content is relatable, inspiring, and is genuinely helpful for people looking for love online. In the midst of all of that empathetic helpfulness, there are of course several calls-to-action (CTAs), or opportunities for those engaged readers to download Bumble's app. ### LEGO This is another powerful (if admittedly overused) example. Have you seen The LEGO® Movie? Then you just experience a one hour and 41 minute content marketing campaign, in the form of a movie. A campaign that worked so well, they spent millions more dollars to make another one, and various spin-offs. https://www.youtube.com/watch?v=cksYkEzUa7k ### Deloitte In order to support their consulting business, Deloitte published Business Chemistry, an amazing piece of thought leadership that undoubtedly provides value to their audience, and proves that Deloitte is the authority when it comes to running your business smoothly. ### Blinkist Blinkist needed a platform that would allow them a little more storytelling. The combination of Blinkist Magazine and a distribution strategy that includes Taboola successfully brings them app downloads. https://www.youtube.com/watch?v=ZXaPrqxZDM0&feature=emb_title ### Western Union This touching content marketing example from Western Union tells the story of Americans without power in Puerto Rico after one of their worst hurricanes, and touches on their financial stress, which Western Union can help with. https://www.youtube.com/watch?v=VfQ_8YpHxIQ ### Synchrony Synchrony wants to be positioned as an expert in payment innovation. To support that goal, they launched their State of Pay portal, which is packed with valuable content for business owners looking for payment solutions. These big brands (and many more) aren't spending money to create this content out of the goodness of their hearts — they're doing it because it's impacting sales in the following ways: - It's improving their brand awareness — or in simpler terms, increasing the amount of people who know their company exists. - It's building their credibility and authority in their niche, making them and their employees thought leaders. - It's engaging the people that are now aware of their brand by providing them valuable content, but also creating ample opportunities to engage with more content, and eventually subscribe. - It's helping them generate leads, or build a subscriber base, to which they'll be able to easily sell in the future. - It's provided them a massive list of people to whom they can now sell to for free, increasing sales. While there are offline types of content marketing (as I demonstrated with my LEGO example), I’m going to focus on online content marketing, and how you can build an audience with digital content marketing campaigns that will eventually drive sales. ## How Does Content Marketing Drive Sales? Content marketing drives sales by moving a relevant and engaged audience down the sales funnel, using content that's valuable and empathetic to their needs. This content encourages that audience to subscribe to your email marketing updates, where you eventually sell to them when they're ready. To do this successfully, the content you create must be chosen strategically, and must be mapped to your funnel. Your content marketing funnel should mirror your sales funnel, the only difference being that it highlights the content moving people through the buyer journey. Content marketing can move people all the way from the top of the funnel to the bottom — to demonstrate how, I'll walk through content in four basic stages: - Awareness: The consumer doesn't know you exist, and might not think they need your product or service. - Consideration: The consumer has need for your product or service, but isn't sure you're the right fit. - Decision: The consumer is ready to buy, but needs to be reassured you're the right fit and led through the sales process. - Loyalty: The consumer has bought from you, and is in the position to do so again. To illustrate these three stages of the funnel, meet Alex, Ana and Joseph. Each of these personas I've chosen is potentially a different member of your audience. If you reach them with valuable and relevant content for their stage of the buyer journey, from a place that's genuinely empathetic to their needs, they have a much higher chance of moving closer to a sale. Below is an example of what that journey might look like. Although the content types here are simply suggestions — you'll have to experiment with your audience to find the types of content that resonate with them the most — in my humble opinion, infographics, blog posts, videos, and other types of content can work at any stage of the funnel: What's really important is the subject matter. At the top of the funnel, you shouldn't be hard-selling at all. This content should exist purely to add value to your audience's lives. The further your audience gets down the funnel, the more you can talk freely about your products or services. To illustrate this a bit further, here are some more example content funnels from the food, fitness, and home and garden industries: These example funnels look enticingly straightforward — it's a wonderful dream to imagine that consumers move in a linear path through the funnel from awareness all the way to becoming a loyal customer, but in reality, marketers know that's not the case. Consumers may move backwards and forwards through this funnel, skip steps, or react in unexpected ways to the content you produce. The only solution to this mess is easy to say, but very hard to do: Keep providing them with valuable content in the right place, at the right time. For that, you'll need a solid distribution strategy, and digital content campaigns that hit the mark. ## Digital Content Marketing Campaigns A content marketing campaign is the process of creating and effectively distributing a piece of content, or multiple pieces of content, for a specific key performance indicator (KPI) at a specific stage of the funnel. Maybe, for example, you're a technology platform looking to increase the number of consumers in the awareness stage of your funnel. To engage them, you create content that showcases data from your platform and provides those consumers valuable insights into your vertical or niche. To connect consumers with that content, you launch a social media campaign and measure the amount of new user traffic you receive on those pages, as an indication of how many new people have discovered your brand through that content. Sticking with the technology platform example, take Hootsuite's 2015 Game of Thrones video campaign. Hootsuite wanted to increase awareness of their brand, so they created this video that illustrates the 'Game of Social Thrones.' https://www.youtube.com/watch?v=2zCw_-XsTPE The end card of this video is the soft-ball version of a call to action that says "remember us" with copy that simply states, "Hootsuite: Unite Your Social Thrones." The campaign went viral when distributed on YouTube and other channels, and blew Hootsuite's expectations out of the water. Digital content marketing campaigns like this one need just three things to succeed: - Great, valuable content in a format that's engaging for your consumer base. - A distribution strategy that gets your content in front of the right people, in the right place, at the right time. - Measurement infrastructure that allows you to track your content's return on investment (ROI), or rather, if the gains justified the means to make it in the first place. Sounds like a piece of cake, right? Just kidding, but it's well worth the impact that doing it right can make in support of your brand and your sales efforts. ## Types of Content Marketing Distribution Now, I've talked a lot about creating valuable content, but the distribution is just as important. There are two basic methods you can use to get your content in front of the right people when they want to see it: You can use organic distribution methods (those you don't pay for) or paid distribution methods, like content advertising (those that you do pay for). These are some of the most common content promotion tactics and content distribution platforms used by digital and content marketers alike: ### Content discovery You might immediately consider trying to reach consumers on search engines and social sites, but there's the rest of the web to consider, too. Discovery platforms allow you to reach consumers on sites across the open web using paid advertising. (This is what we do here at Taboola.) ### Organic social media This is distributing content on your own social media channels to drive traffic to content, but also using these platforms to build relationships with consumers. This is an important part of any company's distribution strategy, but it can take a while to build an engaged audience. ### Social media advertising To reach consumers on social media quickly, you can purchase ads on social media sites to get your content in front of them faster. ### Search engine optimization (SEO) This is the process of building content that's likely to rank well for a search term that's relevant to you. Traffic flows when people search for that keyword and click on your content. ### Search advertising You can also buy placements at the top of search keywords using paid advertisements, the same way you would on social sites. ### Public Relations When you have something incredibly valuable to say, you can pitch publications to increase your reach. ### Pay-per-click (PPC) advertising This technically covers discovery, social media, and search ads as well, but you can also pay for things like display ads to attract more consumers. ### Email marketing Once consumers subscribe, you can continue to provide them with valuable content through regular email marketing campaigns. ## How To Build an Effective Content Marketing Campaign There are a lot of potential starting points to grapple with if you're just breaking into content marketing for the first time. There's far too much to cover in one article, but I'll get you started with the basics and provide some resources that will allow you to take a deeper dive where you see fit. Successful content marketing can only become possible when you've mapped the following: - Key business and consumer needs, and how you can address them. - Where in the buyer's journey or funnel you need to focus. - The appropriate content types used to address those needs. - A content marketing strategy that maps the above three bullets, as well as a distribution and measurement strategy to report on your efforts. ### Step 1: Define Business and Consumer Needs Step one is the most critical, and the step that I've seen skipped the most by companies from all verticals. That happens mostly because it's hard — to define key business and consumer needs, you need to have a lot of conversations. You need to talk to consumers who've already purchased your product, and prospective buyers if they'll let you. Ask them questions like these to try to understand what they need from you: - What was the ultimate deciding factor before you purchased our product? Was it price, a feature, because there was an immediate need and you needed to move fast? - Did you do any research before making your buying decision? Where did you conduct that research? - What problem are we solving for you in your daily life? You might think you know the answers to these questions already, but then again, you might be surprised. Once you're done, turn to your sales teams and ask them: - What moves the easiest? Which products move the slowest? - When customers decide not to make a purchase, why is that the case? - What's the most positive point of feedback you hear regularly from prospects? What's the most negative? Then, take the information from those conversations and fill in the gaps. Maybe you're selling furniture for a home, and you're constantly talking about pricing and discounts. In your conversations with consumers though, you learned quality was also an important factor — that should be an important piece of your content strategy. ### Step 2: Map Content to the Funnel You should have walked away from step one with some core content topics, pillars, or themes to focus on, which will meet both your business' and your potential consumers’ needs. The next step is having more conversations in order to map the buyer journey with potential content topics that service those needs, and provide value at the right time. Leaning on detailed buyer personas will help you (and if you don't have them already, you should create them), as well as the templates provided above as a guide. It's important to note that you might not have to focus on the whole buyer journey: If you're having trouble converting consumers at the consideration stage, for example, start there and branch out as your needs inevitably change. ### Step 3: Choose Your Content Types There are so many content marketing types to choose from, it can be a bit overwhelming. Each type of content provides a unique storytelling platform in order to get your message across to potential consumers. Personally, I think the easiest way to break into content marketing is to start publishing helpful articles. You can launch a blog for free, and it provides you the best opportunity to start collecting email subscribers. In addition, a publishing site can host a ton of different types of content other than articles, such as case studies, infographics, and videos, if you want to experiment as you grow. There are lists of content types out there that span a number from 13 to over 100, but I think this list from Larry Kim sums them up pretty well: ### Step 4: Content and Distribution Strategy The final step is to take all of this information you've gathered and document a plan. There is no one-size-fits-all content strategy template: Some people like to create written documentation, but I prefer a deck of some sort, since they're easy to pull out in meetings to help you brainstorm, explain, and pivot as you go. Your content strategy should outline all of the information you've gathered so far, as well as a distribution strategy that covers the following: - Distribution channels. - Budget for distribution (if any). - KPIs that relate to your defined business needs. - Measurement plan. The final step is creating an action plan. Create a content calendar to keep you on track for creation and distribution of content. You can use a tool of some sort, or get started in a spreadsheet. My content calendar has changed depending on the company I've been working with, but I've always thought that this basic example from the Content Marketing Institute is a good place to start: Once you've completed the discovery and planning stages, the next step is to dive into content creation. I’m going to focus on text-based content, as it's the easiest to get started with and has the least amount of financial barriers for marketers. ## How to Engage Your Target Audience With Content Marketing The best advice I've heard regarding content creation came from Neil Patel: "The best content is content you want to read. The best content you would pay to read." If you wouldn't personally pay to read it, make more edits until you would. That’s easier said than done, of course. Writing engaging content is another topic in which probably thousands of books have been written, but I'll dive into a basic starting point. Whatever kind of content you’re writing, it always starts with an idea, and once you've got an idea to work with, it's time to sit down to write. Every piece of content, whether it's a blog post, landing page, email, or another content type should follow this basic flow: - Push on the person's pain point. - Agitate that pain. - Solve their problem. Take this example from First Round Capital's blog, The First Round Review. Their article, "The One Tool Startups Need to Brainstorm, Test and Win" does this well. Let's break it down on an incredibly basic level: - Pain point push: Startups need a business model that works, while also operating lean. - Pain point agitation: Your first business model is going to fail. - Solution: A detailed description of the business model canvas. Using this basic outline, they've gripped their audience from the start, agitated a pain point to convince them to stick around, then solved that pain point elegantly. This is also an example of the content type I recommended starting with — a written article. Once you've determined the message that will flow from the three pillars above, here's how to write one step-by-step: - Collect all of the information needed. Are you showcasing proprietary data? Interviewing one of your company's thought leaders? Collecting data from the industry? Start there, and collect it all in one messy document. - Outline your post. Include multiple options for a headline (I'd bet your first is never the one you choose) and all section headers. Drop in the information from your messy document where it belongs. - Draft your copy. What you want to say is already on the page, so now, sit down and let the words flow. - Have at least one other person read it, including all necessary stakeholders. You should never publish anything that hasn't been seen by a second pair of eyes. - Publish. ## How To Measure Your Content Marketing Efforts In a perfect world, we'd like to be able to see consumers interact with initial content, subscribe, interact with more content, and then purchase. In reality, though, it's tough to quantify the exact impact that content had on that consumer. Was it the blog post that convinced them? The ad they saw? Or the sales person? When it comes to content marketing, it’s likely it was some combination of factors. Measuring content marketing efforts requires some appreciation of nuance and a willingness to consider a range of measurements and data to understand whether you’re succeeding. Here are the areas of measurement to keep in mind when you’re gauging content marketing efforts: ### 1. Content ecosystem growth Tried-and-true web and SEO metrics are part of every content marketer’s tool kit. Ideally, you’ll see sustained, continual growth in these metrics as you build a content marketing program. Individual pieces should show immediate growth, while publishing fresh content regularly on your company’s website helps with long-term growth and to build domain authority and increased organic search traffic. These are some common growth metrics to track in content marketing: - Page views. - Site visits. - Repeat site visitors. - Variety of traffic sources. - Organic search traffic. - Keyword authority. Have a look at some of the most captivating stories of 2024, which we broke down by pageviews taken from our network data. ### 2. Content engagement As you delve deeper into understanding the audience members who are reading, sharing, and acting on your content, consider tracking engagement metrics in addition to web growth numbers. Engagement can come in many forms across channels in our modern world, so it’s important to capture all the many ways that you might hear from customers and prospects. Content marketing engagement metrics include: - Email open rates. - Clickthrough rates (emails and CTA buttons). - Social media comments. - Social media shares and reposts. - Poll or survey responses. - Signups, such as email subscriptions. - Downloads or other web actions. ### 3. Content influence Along the journey from a user’s first interaction with a company to their first purchase (and ideally many more to come), content plays an important role. It’s not always simple to quantify — you may not be able to gauge whether a blog post led directly to a sale — which is why metrics like “influenced pipeline” can serve a content marketer well. Use tracking and scoring tools, such as UTM codes, CRM source codes, or dedicated landing pages, to give weight to content along the customer journey, so you can see if there’s a particular piece of content that shows up most often on the way to a purchase. Influenced pipeline as a metric can be more challenging to capture than straightforward web metrics, so consider all the tools at your disposal to understand the role content marketing plays in sales and customer retention. Some data teams are able to assess user journeys and content touchpoints, or look for software or consulting firms that can offer multi-touch attribution to get this type of user insight. ## Key Takeaways Your content marketing function can be as big or as small as you see fit, but one thing should always be your guiding light — providing genuinely valuable content that's empathetic to your audience's needs. Over time, you'll see that all of the work you put into content will surely pay off. ## Frequently asked questions (FAQs) ### Does your business need content marketing? Whether your business is an SMB or enterprise-size, and regardless of the size of the industry you specialize in, content marketing will play an essential role. Remember that it can (and should) be tailored to meet your business’ goals and the needs of your audience and customers. Learn more about SMB content marketing in our guide. With limited resources, for example, you might create one educational whitepaper, then repurpose its sections and create an ongoing social campaign for promotion. Another business may focus on creating, promoting, and reusing videos to educate and entertain prospects. Content marketing is a necessary piece of marketing for any business, and it isn’t a one-size-fits-all discipline. ### What does a content marketer do? A modern content marketer will likely bring many editorial skills to their role, along with creativity and resourcefulness. A content marketer creates written content across formats and channels, but they also handle content planning, both short and long term, including editorial calendaring, scheduling publication and posting, and other tactics. This role also includes brainstorming new concepts or new ways to address the needs of the business with content, as well as collaborating with other marketers to create and execute campaigns. Content marketers work closely with designers, web teams, product teams, and others to inform the creation of new content. Finally, a content marketer is constantly capturing performance metrics to learn from the data and refine content strategy accordingly. ### What is content marketing vs. social media marketing? Social media marketing is a discipline that focuses on only one channel, and may be considered a subset of content marketing. Social media marketing and content marketing teams should work in tandem to ensure that they are in sync on branding, voice and tone, and timely messaging. A content marketing team often creates content to publish on social media, or uses social media as a promotional channel. The social media team constantly monitors social media to engage with followers, in addition to strategic marketing work to create social media posts that capture trends and express a company’s voice and message in an organic way. --- ### What Is Funnel Analysis? How It Works and How To Do It URL: https://www.taboola.com/marketing-hub/funnel-analysis/ Last Modified: 2026-03-01 09:17:23 Ever wondered exactly how your customers find you and decide that your products or services are the ones for them? Not every visitor who lands on your site will ultimately convert, so how do you know where the drop-off is, and what you can do about it? That’s where funnel analysis can help. In today’s data-driven world, your business likely has hundreds, if not thousands, of data points that can be used to make more informed decisions on marketing strategies, product improvements, and customer satisfaction. With funnel analysis, you can rely on this data to pinpoint specific bottlenecks in the visitor-to-customer conversion path to make improvements that boost your business’ bottom line. Funnel analysis is a data-driven process of analyzing the series of events that result in a conversion or goal being met, by looking at a site’s analytics. For businesses, this typically takes the form of tracking a visitor to a website or social media platform, then mapping their path from this initial visit to when they sign up for something like a newsletter, or make a purchase on the business website. There are numerous types of funnels, from marketing to sales funnels, but they all share a similar design — the greatest number of visitors start at the top of the funnel and as the journey down continues, fewer visitors will move their way through each stage. The smallest number of visitors complete the trip with a conversion at the end of the funnel. The overarching goal of funnel analysis is to help businesses understand customer behavior and find out where in the sales or marketing process visitors are leaving the site, rather than moving forward to the next stage. Knowing this information can help companies figure out which part of the funnel needs to change to convert visitors at a higher rate. Seeing that many customers abandon their cart right before the final stage, for example, could indicate that there’s an issue with the checkout page, or that the instructions in the final steps for checkout are confusing and hindering the sales completion. Knowing this, you can make the necessary changes to help encourage more people to move forward through the checkout. ## Real-World Examples of Funnel Analysis ### Netflix One of the best examples of an effective sales funnel is Netflix. Their limited-time, free 30-day trial has typically converted at a high rate in previous years. Their simple sales copy and minimal design makes their product enticing even without the trial. Netflix emphasizes the ease of cancellation upfront, appealing to customers who may be concerned about committing to long-term contracts with their subscription. Their pricing is also clearly outlined. Extensive data-gathering on their prospective users at the top of their sales funnel provides key insights into how those users are behaving, making it possible to determine whether pre-sign up messaging is effective. Data on existing customers such as viewing patterns, search queries, and how they navigate the platform can help further down the funnel and ensure that as many customers are retained as possible. If there are signs that a user may not be using the platform as much, remediation efforts can be made in an attempt to keep that customer. Netflix is a great example of a clear, concise SaaS funnel that makes it as easy as possible for users to move from site visitors to paying customers. ### trainwell Fitness company trainwell is also a good example of how funnel analysis can be used to boost conversions. Knowing that many people are interested in signing up for fitness programs at the start of a new year, the company clearly advertises both their 14-day free trial and their new year discount at the top of their site. The company can also track their multi-step questionnaire at each stage to see where users may be dropping off, which could indicate that the questionnaire is too long. Trainwell also works closely with influencers who advertise the service on their platforms with their own unique sign-up codes. This helps the brand track where new users are coming from. Not only does this help with overall funnel analysis, but it also provides the business with specific information about whether their relationship with each influencer is successful or not. ## Why Do Companies Need Funnel Analysis to Advertise Their Product? ### Improve Customer Conversions The main reason that companies use funnel analysis is to provide a more complete picture of the overall customer journey, from initial awareness to their final conversion. Funnel analysis helps marketers better understand where users are coming from, which messaging is proving most effective, and where visitors are dropping off along the conversion path. Knowing these details means that companies can make changes to improve both engagement and customer conversions. ### Better Budget Allocation Knowing exactly where to allocate your advertising budget is essential for maintaining positive return on investment (ROI). Understanding what is preventing site visitors from making a purchase is vital in being able to make the necessary changes to encourage higher conversions and greater sales. Once this information is gathered and analyzed, your budget can be more effectively allocated to the most profitable marketing channels. ## How to Use Funnel Analytics ### Find High Traffic > High Exit Pages Some of your site pages may have a high number of visitors, but if a large number of people leave the site after only looking at that single page, that’s a problem. Funnel analytics can help to identify these pages by clearly showing the incoming traffic and the page drop-offs versus the continued journey of visitors. Knowing this information allows you to create opportunities on the high-volume page that entice users to continue their journey elsewhere on the site. For instance, design changes may be necessary to more clearly display the next step you want users to take, such as making buttons bolder or larger, or including more internal links to the next stage of the conversion process. ### Identify the Most Effective Sales Channels Not only can funnels be used to identify and fix potential issues, they can also help businesses find out what’s working well. Funnel analysis can provide greater insight into the sources of traffic coming to your website, with tracking showing which channels are converting the most visitors into customers. This information is essential for knowing where to allocate more advertising budget and which marketing channels to invest more resources into. ## Tools for Conducting Funnel Analysis ### Google Analytics A free tool that all businesses should be using, the funnel information provided in Google Analytics lets marketers see which conversion events are working well and the steps users took to get there. This data is available for both e-commerce and service-based businesses, helping you better understand where users are dropping off and what their journey through your website looks like. ### Hotjar Hotjar is a heat-mapping tool that provides insight into how users are interacting on each tracked page of your site. This helps you more easily find problems like unclear navigations, broken links, or calls-to-action that aren’t resonating. Tools like this are best used on high-traffic > high exit pages, along with key landing pages being used in paid advertising, to better understand how visitors are actually using your site. ## Key Takeaways Funnel analysis is a critical process for any business looking to better understand the customer journey and make data-informed improvements to their website. By focusing on specific stages of the sales and marketing funnel, companies can tighten messaging to become more effective, improve website design and functionality to remove customer obstacles, and overall provide a better experience that encourages site visitors to become paying customers. ## Frequently Asked Questions (FAQs) ### What is funnel testing? Funnel testing is a process where each stage of a sales or marketing funnel is individually evaluated and small pieces changed to test whether conversion rates can be improved. ### What are the five main points of a customer journey? There are five main stages of the customer journey that typically correlate with a sales and marketing funnel. These are: - Awareness: The first stage of the funnel, where customers first learn about the business and their products or services. - Consideration: Potential customers weigh their options and compare the business to competitors. - Decision: Visitors decide whether or not to make a purchase. - Retention: Those who made a purchase and became customers should have high levels of satisfaction. - Advocacy: The most loyal customers recommend the business to others and bring in new leads. --- ### 2024's Most Captivating Stories: Top News, People, and Trends of the Year URL: https://www.taboola.com/marketing-hub/top-stories-2024/ Last Modified: 2026-06-22 08:29:04 This year’s global news cycle was filled with numerous memorable events—from Taylor Swift's unstoppable rise and the Paris Summer Games to strange weather patterns, the premieres of Deadpool & Wolverine and Dune, and significant elections. From January to December, there was no shortage of major stories. As the year comes to a close, it’s time to dive deep, category by category, into the most captivating topics for online audiences in the countries where Taboola monitors readership. Taboola put together a snapshot of the full readership categories and the top stories that defined them. We've broken down top topics both in the U.S. and globally, providing a comprehensive view of what captured readers' attention. The analysis accounts for hundreds of millions of views by readers of news articles on the Taboola publisher network worldwide, from January 1 through November 12. ## U.S. Topics ### Top News Stories Unsurprisingly, the election was the story of the year, attracting a staggering 42.6 billion pageviews. From the Democratic Party's switch from Joe Biden to Kamala Harris, to chaotic debates, policy issues, and Election Day on November 5, there was no shortage of conversations to be had. The election captivated global audiences, with high-stakes discussions about healthcare, climate change, and national security. The dramatic shift in leadership, coupled with intense voter turnout and surprising levels of misinformation, ensured that political news remained at the forefront throughout 2024. It was a year of not just political power shifts, but also significant cultural and social debates, making this election one for the history books. #### Top News Stories by Pageviews: News Story Total Pageviews Election 42,614,562,000 Midnights: Taylor Swift’s Album 2,677,710,600 Olympics 1,752,453,800 NFL Draft 892,239,000 Boeing Aircraft Issues 558,109,400 Jeffrey Epstein Files Made Public 255,356,400 Met Gala 141,887,800 Kentucky Derby 124,797,600 US Open 119,623,200 Alec Baldwin Involuntary Manslaughter 93,424,600 ### Top People in Business Business and money go hand in hand, so it’s no surprise that the richest person in the world—Elon Musk, with a net worth of $263 billion—is the most-read-about person on our list of business figures, reaching over 1 billion pageviews. Musk’s diverse business ventures, spanning electric vehicles, space exploration, AI, neurotechnology, and social media, have solidified his position as one of the most influential people globally. Additionally, his recent association with President-elect Donald Trump’s upcoming presidency has only increased his public visibility. #### Top People in Business by Pageviews: Business Leader Total Pageviews Elon Musk 1,027,072,000 Jeff Bezos 144,023,000 Mark Zuckerberg 114,264,400 Tim Cook 23,468,400 Bob Iger 21,351,200 Sergey Brin 15,778,400 Larry Page 8,297,800 Satya Nadella 6,970,800 Jensen Huang 6,132,600 Reed Hastings 4,952,000 ### Top TV Shows When it comes to the top U.S. TV show of 2024, Hacks wins by readership, amassing 102.6 million pageviews. Hacks combines smart, character-driven writing with strong performances, particularly from Jean Smart, and offers a fresh perspective on the comedy world. It sheds light on an unlikely, special friendship between comedian Deborah and LA writer Ava, despite their nearly 45-year age gap. Overall, Hacks balances humor with heart, making it both entertaining and thought-provoking—and its renewal for season 4, set to air in 2025, proves how impactful the series has become. #### Top TV Shows by Pageviews: TV Show Total Pageviews Hacks: Season 3 102,664,000 Batman: Caped Crusader: Season 1 685,564,00 Sunny: Season 1 55,423,400 True Detective: Night Country 36,333,600 Fallout: Season 1 33,034,600 Shōgun: Limited Series 20,131,800 Baby Reindeer: Limited Series 19,902,200 The Boys: Season 4 16,964,000 Curb Your Enthusiasm: Season 12 15,889,200 Fight Night: The Million Dollar Heist: Limited Series 10,205,600 ### Top Award Shows Among the many popular awards shows hosted throughout the year, the Oscars dominates as the most-read-about, with a staggering 643.7 million pageviews. This year’s Oscars show will be remembered for a series of unforgettable moments, from the playful Barbenheimer banter between Emily Blunt and Ryan Gosling, which sparked widespread buzz and memes, to Jon Cena’s bold outfit when presenting the Best Costume Award (hint: it didn’t involve clothes). There were also standout performances by Ryan Gosling, who brought his signature charm with “I’m Just Ken,” and Billie Eilish, whose hit “What Was I Made For?” captivated the crowd. Jimmy Kimmel’s Donald Trump roast, which had everyone talking the morning after, added political satire to the event. Additionally, heartfelt acceptance speeches from Emma Stone, Da’Vine Joy Randolph, and Robert Downey Jr. captured the emotional highs of the night, making this year’s Oscars not only a celebration of films, but also a reflection of broader cultural moments. #### Top Award Shows by Pageviews: Award Show Total Pageviews Oscars 643,717,200 Grammys Awards 157,248,000 Golden Globes Awards 71,150,000 SAG Awards 43,368,800 CMA Awards 15,028,000 People's Choice Awards 14,265,200 Tony Awards 10,848,600 Video Music Awards 10,117,800 ESPY Awards 9,056,400 Academy of Country Music Awards 5,843,400 ## Global Topics ### Top Athletes The 2024 Paris Summer Games drew in massive worldwide excitement—in fact, NBCUniversal reports that viewership for the Paris Games, led by NBC and Peacock, saw an 82% increase compared to the 2020 Tokyo Games, with an average of 30.4 million viewers and the Opening Ceremony attracting 28.6 million, the most since 2012. When it comes to the most-read-about athletes globally, we were surprised to learn that the top five on our list did not compete in the Summer Games—proving the worldwide interest in different types of sports and teams. Shohei Ohtani, star Japanese baseball player for the Los Angeles Dodgers (and 2024 World Series Champions) came in at first place with the most global pageviews totaling over 1.9 billion. And although the World Series is an American sporting event, Taboola’s readership data revealed that Japan actually had more online interest in the World Series than the U.S., thanks to widespread support for Ohtani and the Dodgers. #### Top Athletes by Pageviews: Athletes Total Pageviews Shohei Ohtani 1,928,698,000 Kylian Mbappé 1,592,055,400 Christiano Ronaldo 878,879,400 Lionel Messi 817,914,200 Patrick Mahomes 693,661,800 Novak Djokovic 689,135,400 Caitlin Clark 605,464,800 Mookie Betts 570,994,800 LeBron James 451,720,400 Neymar 358,809,000 ### Top Musicians Taylor Swift may be “Miss Americana,” but she’s certainly “Miss Worldwide” according to Taboola’s readership data. Ramping up in 2023 and continuing throughout 2024, Taylor Swift proved to be unstoppable and dominated the news cycle for her new album, “The Tortured Poets Department,” worldwide tour and movie, high-profile relationship with Kansas City Chiefs tight end, Travis Kelce, and ongoing “Easter Eggs” unveiling new surprises to her fans. Taylor Swift is the #1 most-read-about musician, amassing over 3.2 billion pageviews, and we weren’t surprised. #### Top Musicians by Pageviews: Musicians Total Pageviews Taylor Swift 3,291,045,600 Kanye West 777,805,200 Ed Sheeran 526,531,000 Beyoncé 380,216,600 Adele 260,051,600 Drake 229,592,800 Katy Perry 221,367,000 Justin Bieber 205,383,400 Shakira 173,065,200 Rihanna 162,410,000 ### Top Movies While IMDB reported Inside Out 2 as the biggest money-maker of 2024, our data shows that Deadpool & Wolverine topped the list of most-read-about movies this year, generating over 563 million pageviews. Movie fans of all types flocked to see Deadpool & Wolverine for its action-packed sequences, irreverent humor, and countless cameos that paid homage to the wider superhero universe. This film revitalized the genre by embracing the chaos and self-awareness that defined its characters, something that many have claimed the superhero movie industry has been lacking in recent years. In addition, in an era of increasingly formulaic superhero films, Deadpool & Wolverine stood out by offering a fresh, irreverent take that not only entertained but also sparked widespread discussion on social media. Compared to other big releases this year, Deadpool & Wolverine’s ability to generate excitement and engage fans in a meaningful way demonstrates how even within an established genre, there’s still room for innovation. #### Top Movies by Pageviews: Movies Total Pageviews Deadpool & Wolverine 563,049,200 Dune: Part Two 249,305,400 Joker: Folie à Deux 162,696,800 Demon Slayer: Kimetsu No Yaiba - To the Hashira Training 69,504,800 Godzilla x Kong: The New Empire 63,998,200 Gladiator II 57,501,800 Challengers 55,929,200 Tarot 51,381,800 Furiosa: A Mad Max Saga 47,555,800 Bob Marley: One Love 38,765,000 ### Top Health Trends After sifting through what’s trending the most in health this year worldwide, sleep has come up as the most-read-about global health trend in 2024, racking up over 1 billion pageviews. While this is #1 on our list, it’s worth noting that 50% of the top trends are exclusive to women, highlighting the current state of health interest. According to research from McKinsey, sleep is consistently the second highest health and wellness priority among consumers—and also the area where consumers feel like they have the most unfulfilled needs. With the rise of wearable technology, global interest in science-backed podcasts like those led by Andrew Huberman, and health studies focused on sleep—including an October 2023 study published by The Lancet, which pushed for a global call to action on sleep health—the importance of sleep and its connection to all aspects of health has become top-of-mind. #### Top Health Trends by Pageviews: Health Trends Total Pageviews Sleep 1,136,293,600 Women's Health 193,752,000 Ozempic 49,453,400 Pregnancy Products 30,945,000 Menopause 12,768,800 Sexual Health 10,738,200 Fertility 4,182,400 Wearables 2,375,000 Gut Health 1,929,400 Period Products 1,872,200 As the new year quickly approaches, these stories are likely to remain of great interest to readers across the country, as evidenced by Taboola’s data. In addition to covering fresh stories in 2024, publishers should consider revisiting these topics when planning their content for the year ahead to attract readers in 2025. --- ### How to Attract New Readers (With Examples) URL: https://www.taboola.com/marketing-hub/drive-reader-traffic/ Last Modified: 2026-06-22 08:40:22 Nowadays, it’s conventional wisdom that search and social platforms aren’t as generous with referral traffic. As a result, news sites are looking elsewhere for new readers. The good news is you don’t have to feel around in the dark. Successful news sites of all sizes are finding new traffic today through strategies like working with news aggregators, buying traffic from trusted sources, and making editorial decisions based on massive datasets. ## Traffic Decline to News Sites Slowing Down The decline in traffic to news sites is slowing down as the industry adopts new strategies to acquire readers. In the early 2000s, news sites like Yahoo and MSN were among the most trafficked worldwide. By 2010, the landscape had changed dramatically. Google and social media platforms had usurped them. News sites had to work harder to attract new readers, relying a lot on referral traffic from search and social media platforms. In those days, Google, Twitter, and Facebook were much more generous with traffic, but that trend has reversed dramatically. Plus, a rise in social media platforms that have never been interested in sharing traffic, like Instagram and TikTok, have grown in popularity. As a result, traffic to news sites declined. The average monthly unique visitors to the most visited digital news websites in the world—those with at least 10 million unique visitors per month in the fourth quarter of a given year—have dropped by 3% in the past two years. But this period of decline is already slowing and will quickly reverse as the industry abandons its reliance on search and social platforms and adopts new strategies for attracting readers. ## 3 Ways to Attract News Readers Outside of Search and Social Some news sites are already succeeding at reversing their traffic decline. Their strategies are founded on attracting new readers in high volume where they congregate outside of search and social platforms—namely, their devices and other news sites. ### 1. Work with news aggregators News aggregators have two major benefits: They curate personalized experiences for readers and can reach people on their devices before they open a social app or web browser. These benefits are a huge boost for news sites, which have struggled to provide the personalized experiences people have come to love from social media apps and search engines.  Plus, news aggregators like Taboola News, Apple News, and Google News allow publishers to reach readers on their home screen feeds before they unlock their phones.  For example, we work with The Independent in the UK, the US, Singapore, and other countries. They use Taboola News to increase traffic and revenue by diversifying referral sources. It quickly became a top-three Taboola traffic referral source for The Independent Singapore, generating 3% more views per visit. Taboola News drives 6% of overall traffic for the HuffPost Korea. They were an early adopter of the technology, which distributes their content in premium placements across Samsung smartphones in the Korean market. You want to be picky with the news aggregators you work with. You should be confident their audiences are engaged and clicks aren’t accidental. You’ll always be more successful working with a platform incentivized to help you grow, like Taboola. Our growth directly correlates with our partner’s growth. ### 2. Buy traffic Buying traffic can be tricky when budgets are tight, but profitable traffic buying is still an essential strategy for many news sites. But, their success depends on the platform.  Ads are getting more expensive on platforms like Meta and Google at a time when new privacy legislation makes it harder than ever before to tell if those ads even work. In comparison, many publishers find that buying ads on other news sites is a profitable way to drive new traffic. It makes sense why: it's a natural journey for readers to transition from reading news content on one site to another instead of jumping from an ad to an article. Our partners consider Taboola an affordable way to drive traffic to pages that generate the most value, such as branded campaigns, underserved ad campaigns, newsletters, or e-commerce pages.  MoneyWise, a digital personal finance publication operated by Wise Publishing, simplifies complex financial topics for readers. The site is operated by real people from all financial backgrounds—homeowners, recent graduates, parents, newlyweds, and investors saving for retirement—and has a growing readership of seven million unique monthly readers. Moneywise uses Taboola to generate traffic from high-quality readers and increase click-through rate (CTR) by using optimization strategies like Maximize Conversions. Buying traffic isn’t just about volume; it’s about targeting the right readers more likely to engage and stay on your site. Successful news sites often employ a mix of paid traffic strategies, including retargeting past visitors and reaching lookalike audiences that mirror their most engaged readers. This approach drives immediate traffic and fosters long-term growth by focusing on high-quality audiences that convert into loyal readers. Another key strategy is allocating budget and editorial effort toward content with the highest potential for reader engagement and revenue generation. Taboola Newsroom shows Taboola’s partners which articles have the most engagement, using a definition that’s custom to their publication. For example, pushing traffic toward articles already performing well organically can amplify their reach, turning popular content into even bigger traffic drivers. Smart bidding strategies, like those used by Taboola, let publishers optimize their spend in real-time, adjusting bids based on performance metrics to ensure that every dollar spent works toward acquiring valuable readership. Some news publishers also find success in buying traffic to high-converting pages like newsletter sign-ups or subscription offers, effectively using paid traffic as a gateway to deeper engagement and monetization opportunities. Buying traffic can be a powerful tool in a news site’s growth strategy by carefully managing ad spend and focusing on engaged audiences. Incentives come into play here, too. The more resources you allocate to channels owned by publishers that aren’t incentivized to help news sites grow, the less likely you are to be successful long-term. ### 3. Make data-driven editorial decisions High-quality content is the best way to attract new readers. If you’re going to acquire them at scale, you need to base editorial decisions on insights that dictate what those readers consider quality reporting. Our network of partners generates a massive dataset from over 500 million daily active readers. Taboola Newsroom helps writers, editors, and special-interest teams make sense of this data to make informed decisions to increase their audience. Newsroom monitors real-time and historical data about content performance across your news site and other sites that partner with Taboola. We track page views, the speed at which traffic is being acquired, and engagement. We can segment that data by referral type, section, or author. This data helps our partners discover news angles they haven’t already covered for trending topics, see which topics are currently the most widely covered across all channels, or zero in on search and social traffic. FOX SPORTS Australia uses Newsroom to make sports coverage decisions across its subscription television sports channels and the country's number one multi-sports website and app. The editorial team can see real-time snapshots of trending topics and what content users are searching for, which helps writers decide which stories to focus on.  Summit Media, Filipinos' leading digital media network, has a similar story. Using data from Taboola Newsroom, they create valuable, entertaining, and inspiring content that helps readers lead better lives. The Summit Media team acts on at least 50% of Taboola Newsroom’s alerts. These alerts help them act quickly to produce more relevant content and maximize pageviews from their articles. “If we get an alert about a particular story gaining traction on social media, we usually prioritize that for optimization. The alerts also help us identify which stories to highlight on our home pages. There’s very little guesswork, and it speeds up decision-making for busy editors,” said Jillian Gatcheco, Deputy Editorial Director, Operations and Product Development. You can't just rely on data from social media and other channels to predict site readership—those audiences have completely different mindsets. To make the best content decisions, you need data directly tied to how people engage with a news site. You also don’t want to neglect Google Discover, which powers recommendations on Android devices and Chrome browsers. But knowing how to grow traffic from there can be tricky. Newsroom provides reliable referral traffic data from Google Discover based on your site’s traffic patterns.  ## Gain a Unique Advantage Attracting New Readers and Growing Your Audience News sites can’t rely solely on traditional sources like search engines and social media for traffic anymore. These platforms are inclined to keep readers for themselves. Now’s the time for news sites to attract readers and grow their audiences elsewhere.  News sites will do this in 2025 by working with news aggregators, investing in paid traffic, and gathering the right insights. Taboola offers a unique advantage— we connect our partners with readers across our network of over 500 million daily active readers across other sites and devices, supporting traffic acquisition and content monetization strategies. Our tools, like Taboola Newsroom and Trends, empower publishers to make informed editorial decisions, optimize content performance, and drive higher engagement. You want to attract new readers, but you ultimately want to be set up to retain them. The larger percentage of reader you can get to come back even one more time, the more you’ll see sustainable growth long-term. Stay tuned for the next article in our series, where we’ll dive into strategies for keeping users on your site once you’ve captured their attention. Ready to take your audience growth to the next level? Contact Taboola today to explore how we can help you reach and retain high-quality readers.  --- ### Amazon Prime Day & Big Deal Days 2024: Key Insights for Holiday Campaigns URL: https://www.taboola.com/marketing-hub/amazon-prime-day-recap/ Last Modified: 2025-07-01 09:58:12 Find out how Skimlinks, a Taboola company, can help with your affiliate marketing strategy. Learn more here. Year after year, consumers eagerly await Amazon Prime Day in July and Amazon Prime Big Deal Days in October, meticulously preparing their shopping lists while remaining open to discovering new items on sale. This year was no different. In the 45 days leading up to Prime Day, which spanned July 16-17, our readership data on the Taboola network revealed mind-boggling spikes in pageviews versus the last 45 days for 'Amazon Prime Day' (+3521%) and 'Prime Day' (+6463%). This indicates that consumers on the open web were explicitly seeking out content that included these phrases and were highly likely to engage with campaigns and articles that incorporated them. According to Skimlinks, a platform that assists publishers in earning commissions from the sales generated through the links on their websites, the US, Australia, Great Britain, Germany, and Canada topped the charts for Prime Day-focused content clicks. Similarly, the top countries generating clicks for Big Deal Days content included the US, Australia, Great Britain, Canada, and Singapore. Connexity's data also revealed that this year, consumers displayed value-seeking tendencies, opting for cheaper items and household essentials over big-ticket buys. However, that doesn't mean they spent less; the opposite is true. US shoppers alone spent a record $14.2 billion online during Amazon's two-day Prime event, up 11% year over year. Prime Day and Big Deal Days have cemented their status as retail cornerstones, inspiring other major retailers to launch their own mega-sales to tap into the shopping fervor. As you prepare for the months ahead — and the make-it-or-break-it Q4 holiday season — knowing which products consumers want is like having a treasure map that leads directly to the "Buy Now" button and a boost in revenue. Well, advertisers and publishers, get ready because we have the map and compass for you, plus examples! Leverage the insights below to prepare your native ad campaigns, landing pages, articles, and guides. Doing so will maximize your reach and revenue for the big shopping events of the holiday season — Cyber Five is right around the corner! — and beyond. See our Amazon Prime Day 2025 Tips for SMB Advertisers. ## The Rise of Prime Day & Big Deal Days Competitors As consumers enter a shopping mindset fueled by the pursuit of the best deals, it only makes sense for other retailers to get in on the action and ride the revenue wave. This phenomenon is known as the 'halo effect.' During this year’s Prime Day, nearly 30% of major US retailers and e-commerce sites ran competing sales events, resulting in a 73% increase in transactions compared to the week before the shopping extravaganza. Walmart has emerged as a formidable competitor to Amazon, and according to Connexity, 35% of Prime Day shoppers also shopped at Walmart's deals event. Nordstrom's much-anticipated Anniversary Sale provided ample opportunity to compare prices and score deals from highly coveted brands. Abercrombie & Fitch, which offered deep discounts on summer and fall clothes, also successfully competed with Prime Day. (Source) Still, when it comes to competitor participation, Prime Day was actually outshone by its sister sales event, Big Deal Days, which ran from October 8-9. For the second year in a row, clicks and order values on alternative sales countering Prime Big Deals Day outpaced those running adjacent to Prime Day on the Skimlinks network. Walmart, for example, once again saw a boom in sales from its own event, which ran from October 8-13. Meanwhile Wayfair hosted its own Way Day sale and Kohl’s joined in with its Three Days of Deals, picking up coverage from several major commerce content publishers: (Source) ## Top Categories and Products Purchased Skimlinks data reveals which products flew off the virtual shelves during the two weeks surrounding Prime Day (July 9-22) and Big Deal Days (October 1-14), offering valuable clues for optimizing your 2024 holiday campaigns and content strategy. During Big Deal Days, for example, major merchants successfully tied their sales to the holiday season ramp-up, driving early purchases of electronics, home goods, and trendy fashion items that are often associated with Black Friday. Let's take a closer look at the top performers. ### Household Goods: From Essentials to Elevated Picks Household products reigned supreme. Throughout both landmark sales events, consumers sought everyday items and products that enhanced their daily lives, including: Cleaning Products: These items are always needed and don't expire, so when they go on sale, customers stock up. Car Cup Holder Expanders: With more consumers opting for reusable tumblers over single-use plastic bottles, this little invention makes driving and sipping much more convenient. Cordless Vacuums: Consumers are willing to invest in cleaning tech that makes dreaded chores easier. HEPA Air Purifiers: Whether they’re filtering pet dander, unwanted odors, pollen, or smoke, air purifiers can help consumers breathe easier. Kitchen Knife Sets: Knife sets can elevate any home kitchen but also put a dent in your wallet, so customers took this opportunity to buy their own for a good price. Bamboo Sheets: On the hunt for bedding that’s both cozy and sustainable, shoppers gravitated towards popular bamboo sheet sets. Ergonomic Desk Chairs: With many still working from home and students preparing for the school year, both simple and luxury desk chairs were popular picks. (Source) ### High-Value Purchases: Big Discounts on Trendy Products When it came to bigger-ticket items, hype combined with value drove clicks and purchases. Interestingly, the top sellers during Amazon Prime Day were all multi-functioning products while the top sellers during Big Deal Days included trendy fashion picks. Infant Car Seat/Stroller Systems: These types of two-in-one products are easier on parents and their wallets, especially when they go on sale. Fitness Trackers: Consumers couldn't resist deals on fitness trackers that double as jewelry or watches. Smokeless Grill and Air Fry Toaster Oven: Space-saving multifunctional small kitchen appliances were snapped up thanks to deep discounts. Tumblers: Viral drinkware from last year still had a strong hold on audiences as they flocked to sales on their favorite trendy tumblers. Women’s Sandals: Summer might be over but certain sandals are still trending. And customers pounced on timely deals to keep their feet cozy even into the cooler seasons. Menswear Tops: A notable discount on poplin shirts for the fall made an impact among menswear shoppers. Leopard-print Fashion: Sales on leopard-print garments from top US publishers are up 638% over the same period in Q4 2023. This surge has also helped year-to-date sales spike 72% compared to 2023. Retailers like Mango US, Ganni, and J.Crew, for example, are seeing cardigans, dresses, denim fits, and accessories fly off the digital shelves. (Source) ### Electronics: Powered-Up Deals Electronics consistently dominate sales events, and this year was no exception. Top products included: Smart TVs: Eye-popping discounts on high-end TVs with all the bells and whistles, especially from retailers like Walmart, made them a top purchase. Noise-Canceling Headphones: Whether for work, study, or play, consumers took advantage of these hardly on-sale items. Portable Power Stations: These small on-sale battery banks keep devices charged up and enhance shoppers' on-the-go lifestyles. (Source) ### Holiday Decor: Getting Into the Spirit of the Season Even though it seems holiday decorations hit stores earlier each year, July might still be too soon to start selling seasonal decor. By the time Amazon Prime Big Deal Days came around in October, however, shoppers were ready to start decking the halls with: - Advent Calendars: Clicks on related content were up 120% over the past month as customers sought out their favorite advent calendars from retailers. Specifically, trending URLs included keywords like 'Best Luxury Advent Calendars,' 'Best Candle Advent Calendars,' and 'Best Jewelry Advent Calendars.' - Artificial Christmas Trees: Building on strong performance in 2023, articles focused on artificial Christmas trees continue to dominate holiday decor content. Among trending URLs, we saw catchy headlines like 'How to Shop for Artificial Christmas Trees,' 'Best Artificial Christmas Trees,' and 'Artificial Christmas Trees Worth Your Money.' ## Maximize Your Opportunity: Key Takeaways for Advertisers and Publishers Now that you know what the top sellers were from Prime Day, Big Deal Days, and competing sales, let's look at how you can apply these insights to make the most of your 2024 holiday marketing campaigns. Advertisers: Use the data from these events to highlight similar products for holiday shoppers. For example, the numbers clearly show that audiences are actively seeking deals on household goods, high-ticket tech products, and trendy fashion purchases. Given the explosive sales and halo effect, advertisers should also prepare native ad campaigns in advance and be ready to capture consumer attention in the lead-up to Cyber Five. A well-defined strategy that takes consumers from awareness to consideration to purchase is essential to making the most of your ad spend and increasing ROI, especially during this competitive season. In your campaign headlines, stand out by emphasizing savings, limited-time offers, and cost-saving benefits like free shipping and returns, which resonate with deal-seeking shoppers. Publishers: It's time to start developing a content strategy and defining the articles that will help consumers discover the best products and deals during the holidays. Explore various content angles, including retailer-specific deal guides, vertical-specific deep dives, and demographic-targeted gift guides (think fashion for teens or products for moms). Also, pay attention to your titles and URLs, incorporating high-opportunity keywords and specific retailer names to boost visibility, traffic, and sales. Confirm you have active affiliate accounts with all major retailers and e-commerce sites. Not sure how to phrase your campaign or article title to make the most impact? Debating about which image will attract eyeballs? Our Taboola Trends tool has you covered with up-to-date data-backed answers! --- ### Bing Ads: How They Work, Benefits, Best Practices URL: https://www.taboola.com/marketing-hub/bing-ads/ Last Modified: 2025-11-04 13:52:41 As an advertising copywriter for over 20 years, and an internet user for even longer, I’ve seen search engines rise, fall, and evolve. Pre-Google, there were lots of options, but the search results were mixed at best, and completely wrong at worst (with tons of broken links and images). Google changed everything though, and I've watched it grow from a search engine into a household name (and verb), and onto being the undisputed behemoth of digital advertising. But, while everyone's been focused on this obvious giant, a quieter challenger has been building a network of its own — and you’ve known about it the whole time. That would be Microsoft, and its advertising network, formerly known as Bing Ads. It’s an absolute goldmine that too many marketers are still ignoring, so let’s take a deeper look into it, and see how you can use it to your advantage. ## What Are Bing Ads? At its core, Bing Ads (now officially called Microsoft Advertising) is a paid search advertising platform that allows you to display your ads on the Bing search engine, as well as on Yahoo, AOL, and other partner sites. When someone searches for a keyword you've bid on, your ad has a chance to show up on the search results page. It’s not just a copy-and-paste of Google, either: This is a different ecosystem entirely, with different demographics, which ultimately means different opportunities for growth. ## How Do Bing Ads Work? The mechanics will be familiar to anyone who's used paid search even a little bit. It's an auction-based system where you bid on keywords. When a user types in a query, the platform runs an auction in seconds, and the winners get their ads displayed. Your ad's position is determined by its Ad Rank, which is a combination of your bid, your ad's quality (known as the Quality Score), and other factors like expected click-through rate. The advantage of Microsoft Advertising specifically, however, lies in its integrations. It’s seamlessly connected to Microsoft’s suite of products, including Windows, Office, and Edge, giving it a colossal reach that other networks simply don’t have. This isn't just a search engine; it's a platform that’s built into the very fabric of millions of computers and devices around the world. ## Types of Bing Ads This isn’t a one-size-fits-all experience. Microsoft Advertising offers a variety of ad formats to help you reach your audience wherever they are, such as: ### Expanded Text Ads These are the standard text-based ads you see on search results pages. They’re simple, but they’re a classic for a reason — they work. ### Dynamic Search Ads These ads are automatically generated based on the content of your website. They're perfect for large e-commerce stores with lots of products that would otherwise take a human team a ton of time. I’ve seen these save countless hours for my clients over the years. ### Responsive Search Ads These are the workhorses of modern paid search. You provide multiple headlines and descriptions, and the platform’s AI mixes and matches them to create the best-performing ad for each user. ### Shopping Campaigns Shopping campaigns are ideal for retailers. These display product images, prices, and store names directly in the search results. Not only that, but they’re visually compelling, and incredibly effective for driving e-commerce sales. ### Audience Ads This is where things get a little more interesting. Audience ads are native ads that appear on sites like MSN and Outlook, and Microsoft Edge, blending in with the surrounding content. They’re designed to capture attention without being obnoxiously flashy, and drive traffic from an engaged audience. ## Microsoft Ads Specs Knowing the limits and boundaries can often help you be more creative. Here's a quick rundown of the main ad types: ### Display You'll need different sizes for display banners, with common dimensions like 300x250, 728x90, and 160x600. Keep your file size small to ensure fast loading times. ### Native Microsoft’s native ads, called Audience Ads, are image-based. You’ll typically need a hero image (1200x628) and a small image (300x300), along with a short headline and description. These should be designed to blend into the surrounding content, not be a flashy, distractingly obvious advertisement. ### Video Video ads on Microsoft’s network can vary in length, but they should always be high-quality and optimized for mobile viewing. Short, punchy videos (15-30 seconds) often perform best. ## Advantages So, why even bother with Microsoft Advertising when it seems like everyone's on Google? It’s true that Google has the continuous spotlight on it, but while people gravitate toward it, there’s lots of hidden gems that live over here: ### Less Competition Fewer advertisers are using Microsoft's platform, and that’s a good thing for you. This often means lower cost-per-click (CPC) and higher ROI for your campaigns. ### High-Value Audience The Bing audience tends to be older, more educated, and have higher disposable income. This is pure gold for B2B and high-end consumer brands. ### LinkedIn Integration This is a huge advantage. Microsoft owns LinkedIn, which means you can use LinkedIn profile targeting to reach specific job titles, industries, and companies. For B2B clients, this is a non-negotiable part of any strategy. ### Google Import Microsoft’s platform makes it incredibly easy to import your existing Google Ads campaigns. You can literally get a campaign up and running in minutes. This is a huge time-saver and makes testing the platform a no-brainer. ## Google Ads vs. Microsoft (Bing) Ads For the best possible results, it's not a matter of one or the other; it's about using them both strategically. Google Ads has a larger audience, but Microsoft Ads has a more specific, high-value one. Google is a massive, bustling city. Microsoft is a smaller, exclusive town. While Google's scale is endless and unmatched, Microsoft's audience targeting and lower cost can make it the most profitable channel in your mix. Think of it this way — Google gets you volume, but Microsoft gets you quality. When building a new campaign, you can test it on both platforms. It's a simple, low-risk way to maximize your reach and results. ## How to Set Up Your Campaign: 5 Steps Ready to try it out? Here's a quick guide to getting your campaign live. ### 1. Set Your Goal Are you looking for website visits, conversions, or brand awareness? Start with a clear objective and build out from there. ### 2. Import From Google Ads Seriously, don't build it from scratch. Use the import tool: It’s the fastest, easiest way to get started. You can always tweak it later. ### 3. Keyword Research Even with an import, take a moment to review your keywords. You might find some less competitive, high-value ones on Bing that you hadn’t considered for Google. ### 4. Create Your Ads Write compelling ad copy that speaks directly to your audience, and remember to create multiple variations for testing. ### 5. Set Your Budget and Bids Start with a modest budget and a conservative bidding strategy. You can always scale up once you see what’s working. ## How to Optimize for Bing Ads Getting a campaign live is just the beginning. The real work is in the optimization and adjusting along the way. ### Optimize for Mobile Make sure your ads and landing pages are mobile-friendly. Traffic from users on mobile devices is way up across the board, and Microsoft is no different. ### Run A/B Tests Constantly test different headlines, descriptions, and calls-to-action. Small changes can lead to huge improvements, and this also takes the pressure off you having to decide on just one copy option. ### Use the Right Tools Take advantage of automation and analytics tools to make optimization easier and more efficient. Microsoft Advertising offers built-in features like automated bidding, responsive search ads, and audience network extensions that help you maximize performance with less manual effort. Complementary tools for deeper insights and cross-channel optimization for this walled garden environment include: - Microsoft Clarity – to understand post-click behavior with heatmaps and session recordings. - Google Analytics – to analyze user journeys and conversion performance across all channels. - SEMrush or Ahrefs – to uncover keyword opportunities and competitor insights specific to Bing search. - Optmyzr or WordStream – to automate routine management tasks, from bid adjustments to negative keyword optimization. ## Key Takeaways Microsoft Advertising (Bing Ads) is a high-value, lower-competition platform with a unique, high-income demographic perfect for B2B and niche markets. Its integration with LinkedIn is a game-changer for B2B campaigns. ## Frequently Asked Questions (FAQs) ### How can I use LinkedIn Profile Targeting to reach specific job titles, industries, and companies, especially for B2B campaigns? LinkedIn Profile Targeting is an absolute goldmine, especially for B2B advertisers. The process is straightforward: Within your Microsoft Advertising campaign settings, you can select LinkedIn attributes for targeting — and it gets really specific. You can target based on job function (e.g., marketing, sales), industry (technology, healthcare), and even company names. The best part? The data is much more accurate, since it's based on a user's professional profile, not just their browsing history. For a B2B campaign, I’d start with a broad industry or job function and then layer in more specific targeting as you gather up data. For example, if you're selling marketing software, you can target "Marketing" as a job function and then narrow it down to "technology" as an industry. This helps to ensure your ads are only shown to the professionals who have the authority and budget to make a purchase, creating more of an opportunity to increase your ROI. ### What are the best practices for creating compelling Responsive Search Ads on Bing, and how do they differ from Google's version? Responsive Search Ads (RSAs) are all about providing the platform's AI with as many options as possible. For Bing, the best practices are similar to Google, but with a few key differences. First, you need to provide a minimum of five headlines and three descriptions. I always recommend going above and beyond this minimum to give the platform more to work with, plus, as a copywriter, I want to see which of my ideas take hold with a wider audience. When writing your headlines and descriptions, I recommend focusing on a few things: - Keywords: Include your main keywords in at least a couple of headlines. - Benefits: Focus on the benefits of your product or service, not just the features. - Call-to-Action: Have a strong, clear call-to-action in at least one or two of your descriptions. The main difference between Bing and Google's RSAs is going to be the audience. Since Bing's audience is most likely going to value clarity, I find that direct, benefit-driven copy performs exceptionally well. Avoid overly flashy or jargon-heavy language, as straightforward and honest copy tends to resonate the most. ### What's the best approach to setting Target ROAS or Target CPA on Bing to ensure profitability? This is maybe the most frequently asked question, and for good reason. Setting a Target ROAS (Return on Ad Spend) or Target CPA (Cost Per Acquisition) is about telling the platform's AI what you're willing to pay for a conversion. My best approach is to start with manual bidding or an enhanced CPC strategy for the first few weeks. This allows the campaign to gather data and for you to establish a baseline. Once you have a good understanding of your average CPA or ROAS, you can switch to an automated bidding strategy like Target CPA or Target ROAS. I recommend setting the initial target slightly higher than your baseline — maybe 10-15% above. This gives the AI room to find profitable conversions without being too restrictive. Then, as the campaign matures and the algorithm learns, you can gradually lower the target to improve profitability. Remember: The key isn’t to set a Target CPA or ROAS based on what you want it to be, but on what the data tells you is realistic. Let the data lead the way. --- ### Balancing Quality and Scale: Experts Share How to Cut Through Media Buying Chaos URL: https://www.taboola.com/marketing-hub/media-buying/ Last Modified: 2025-06-09 11:15:54 A seemingly unending list of platform choices and advertising methods has led to a chaotic media buying ecosystem. While choice is appreciated, clarity and transparency have become rare commodities, leaving advertisers to grapple with questions about where their ads appear, the quality of the content surrounding ad placements, and the effectiveness of campaigns. These issues were the focus of a recent panel discussion at Advertising Week New York called Clicks, Quality, and Chaos: The Real Talk on Media Buying. Host Katie Ingram, Director of Europe at Advertising Week, sat down with industry experts Vincent Meyer, Head of Strategic Partnerships at Taboola, and Chris Kane, Founder and President of Jounce Media, as they shared their perspectives on the state of the industry and offered tangible advice to advertisers who want to reclaim control and extract the most value from their ad spend. Check out the key takeaways below, or watch the whole discussion if you don't want to miss a thing! ## MFA Websites and The 'Gotcha' Moment To set the stage for the discussion, Katie asked Chris to provide a brief overview of Made for Advertising (MFA) websites, which have become controversial in the industry. As Kane explained, "There are news sites, and there are MFA sites. MFA websites generate a bunch of vanity metrics like high ad viewability, low detected bot traffic, brand-safe content, high video completion rates, and low CPMs, but they don't drive sales." Knowing that brands want to be surrounded by valuable, premium content and engage with genuine users, Katie asked how advertisers can identify and avoid these low-quality sites. Vince emphasized the importance of transparency in addressing this concern. "At Taboola, we want to explain what our portfolio looks like. We represent many publishers and want to put that in front of advertisers." That approach and conversations about what brands should and shouldn't be doing prevent the 'gotcha moment,' which happens when brands feel that they have been duped. Chris elaborated on the idea of the 'gotcha moment,' explaining that recent research has made the industry question whether MFA supply was beneficial or detrimental. When it became clear that buyers didn't want this supply, the sell side was prepared to react. He said, "The broader lesson is that buyers need to be clear about what they want, and the sell side will respond." ## Tracking Traffic Sources to MFA Sites Katie then turned to Chris to discuss Jounce Media's methodology to identify which platform players drive traffic to these sites. Through the company's research, it became evident that Facebook is the lifeblood of these sites. Kane described the situation bluntly: "If any other traffic source stopped sending traffic to MFA publishers, nothing would change. If Facebook decided not to send any more traffic to content arbitrage, this publisher category evaporates." Vincent thinks the real issue is that marketers are often unaware their ads are running on these sites. He mentioned Taboola has minimal representation because the quick arbitrage model MFA sites use, showing up to 50 ads in a minute or two to maximize profits, isn't compatible with Taboola's experience or ad structure. Recognizing that incompatibility allowed Taboola to create its Taboola Select Solution, which ensures ads appear only on MFA-free sites. ## Balancing Quality and Scale Shifting topics slightly, Katie posed her next question, "Brands are looking for both quality and scale, but it's hard to strike the right balance. How can platforms, measurement companies, and agencies get that scale without the risk of losing genuine user engagement?" Vincent acknowledged that that's a hard thing to do. He suggested instead of being concerned with metrics, advertisers should focus on the goal of campaigns. He gave an example to illustrate why vanity metrics don't matter, saying, "If I sell shoes, my goal is not to have high viewability. It's to sell shoes." In Chris's experience, every media campaign must balance competing incentives: inventory from trusted publishers, KPIs, and budget. Unfortunately, "when one thing has to give, it's not the KPIs or budget." Chris mentioned that during private conversations, some agencies and brands choose to "just buy what's going to hit the KPIs" because even though the metrics are flawed, they are still seen as a demonstration of success. ## Shifting Strategies and Relying on Data Katie brought the discussion back to the event's title with her next question: "With so many platforms, inventory types, and other aspects, how can advertisers successfully navigate through such a complex environment, and how do third-party measurement providers help cut through the chaos?" Chris believes media teams that care about brand safety and KPIs will continue to work with verification companies. However, he emphasized that this approach should be complemented by human oversight that creates boundaries around which publishers' or trusted portfolios' supply should be bought. Vincent cautioned against limiting partnerships to only a few trusted publisher groups, explaining that Taboola works with thousands of small and medium-sized publishers who offer excellent opportunities to connect with local communities. Not working with those publishers amounts to missed audiences. He thinks tools should make information and data points more visible and that platforms such as Taboola have a responsibility to help foster trust between advertisers and publishers. ## Rebuilding Trust in the Open Web The issue of trust has been a recurring theme in digital advertising, so Katie asked how the open web can build more trust with brands and agencies. Vincent admitted that trust on the open web has been broken and that platforms and publishers have to do much more to fix this, however, he questioned why advertisers still trust walled gardens that offer no transparency, reports, or data. Regardless of the rationale, he believes trust can be rebuilt through open conversations about advertiser expectations and collaborating with publishers to develop experiences that can meet them. Chris added that small publishers already recognize they don't have the resources to build and manage trusted relationships with the buy side, so they outsource that work. Mid-market publishers need to reach the same conclusion because if they don't start working with trusted partners, their supply will become irrelevant. ## Advancing Transparency and Accountability in Media This conversation highlights that most companies share a common vision for open web media: fostering greater transparency and collaboration to ensure all parties are aligned on their goals. By moving beyond “gotcha” moments, advertisers and publishers can focus on creating real value and showcasing the unique contributions of publishers. With the support of third-party data, advertisers now have the tools to validate campaign performance confidently, scaling their efforts in a brand-safe environment that champions quality content from journalists, creators, and diverse entertainment sources. --- ### Boost Your Holiday Sales with Taboola's Holiday Ad Campaign Checklist URL: https://www.taboola.com/marketing-hub/holiday-marketing-checklist/ Last Modified: 2026-03-24 09:23:15 Plan early and optimize strategies to boost holiday sales with Taboola's checklist. The holiday shopping season can make or break a brand's success for the entire year, but it’s not just about the busiest days. The key to lucrative holiday marketing is reaching your audience before the holiday rush begins. By getting a jump on the competition and carefully planning your creative holiday ad strategy, you can capture your audience’s attention throughout the entire season—not just for one day. If you’re stumped on how to get started, we’ve got you covered. Our Holiday Campaign Checklist: How to Use Taboola’s Products for Success This Holiday Season will guide you through the steps needed to connect with shoppers and boost your holiday sales so you can make this season your most successful yet. Here's a quick preview of the checklist below, but for a deeper dive and the full impact, be sure to download the complete checklist. It’s packed with all the insights you need to really make this holiday season a win for your campaigns—just like when planning for major events, success is all about having the right resources at your fingertips! ## What is in our Holiday Ad Campaign Checklist ### Campaign Set-Up Just as they may be overwhelmed with product choices, holiday shoppers get bombarded with ads—so it pays to start your holiday marketing campaign early and employ a sound strategy out of the gate. By leveraging Taboola's Maximize Conversions bidding strategy in advance of peak shopping dates and optimizing conversion events, you can set your holiday campaign up to succeed without being burdened by manual bidding. ### Audience Targeting Even though you'll be targeting holiday shoppers with your marketing, widening your reach across evergreen campaigns at the same time can create greater brand impact to positively influence November and December sales. When it comes to connecting with those seasonal shoppers, creating incremental campaigns for specific holiday events is another great way to home in on active buyers—and Taboola's Data Marketplace, which offers targeting based on a variety of audience types and segments, can help. ### Creative Strategy Seasonal images and headlines are a must for sparking interest and enticing holiday shoppers to convert. Good thing Taboola's GenAI Ad Maker makes it easy to generate relevant creative and even update existing assets with seasonal backgrounds. You can start using Taboola's GenAI Ad Maker by signing up here. To make sure ads with snowy scenery and flickering fires have maximum impact, you need to deliver them when the time is right. Deliver your creative to audiences who have holiday shopping on their minds with our Ad Flight Scheduler (currently in beta) by setting up ad start and end dates and easing the transition to holiday messaging. ### Budget Management Budgets are always top of mind around the holidays, but for advertisers, it's crucial that you set aside enough ad dollars for the duration of your campaign, taking peak shopping days into account. Since this is a competitive period, expect natural fluctuations in CPA and CPC, and use Taboola's budget management strategies to protect your CPA over time. ### Tracking & Retargeting When online ad competition reaches its highest point, tracking and retargeting are more important than ever for ensuring ad performance. Using the Taboola Pixel can help you retarget users who have already shown an interest in your products, launch special promotions for loyal existing customers, and more. ### Maximize Performance To keep your campaigns running strong throughout the holidays, there are several strategies you can use—and our checklist has them all. Carefully monitoring creative performance and optimizing ads and sites ensures that advertisers are maximizing campaign performance, and with Taboola's Custom Rules, adjusting bids and pausing underperforming ads is a breeze. Plan ahead, optimize early, and monitor performance this holiday season. By following this checklist, you'll set yourself up for success and maximize your potential to achieve greater holiday campaign results. --- ### Best Practices for LinkedIn Company Pages URL: https://www.taboola.com/marketing-hub/linkedin-company-page-best-practices/ Last Modified: 2026-03-09 08:31:15 LinkedIn Company Pages are your brand’s home on the world’s largest professional network. They’re public profiles for organizations (not to be confused with personal profiles) designed to showcase your story, hire talent, publish content, run ads, and build a community among customers and employees. With more than a billion professionals on LinkedIn and billions of monthly interactions with Pages, a well-run Company Page is one of the most efficient ways to put your expertise and offers in front of decision-makers and to convert awareness into measurable business outcomes. ## How to Create a Company Page on LinkedIn ### Choose the Right Page Type and Owner Start with a business email address that isn’t tied to one employee, and designate at least two admins with full access for redundancy. If you plan to highlight specific product lines or regions later, you can add Showcase Pages under your main Page. ### Set up Your Page From your LinkedIn feed, open the “Work” grid and select “Create a Company Page +,” or visit LinkedIn’s Pages hub and follow the prompts. You’ll choose Company, Showcase Page, or Educational institution. Most businesses will choose Company. ### Complete Every Field (This Matters) Add your logo, cover image, tagline, URL, industry, company size, location, and description. Pages with complete information see materially more visibility and engagement over time, so treat completeness like a checklist, not a nice-to-have. ### Configure Your Page Infrastructure Turn on the custom call-to-action button and connect it to a trackable URL, then add your phone number and other contact details. In Admin Tools, navigate to Manage Admins and assign roles. For best results, connect your page to your customer relationship management (CRM) and analytics stack via UTM parameters to monitor traffic and conversions. ### Get Your Page Ready for Posts Most companies publish a welcome post pinned at the top of their page to introduce their brand voice and set expectations for their content cadence. It’s a good idea to create your first three weeks of content before launch, so you aren’t scrambling after launch and playing catch-up afterwards. ## Best Practices for LinkedIn Company Pages ### Post Consistently and Plan Around Prime Hours A predictable cadence trains the algorithm (and people) to expect your content. A practical starting point is three to five posts per week. Multiple industry analyses show weekday mornings, especially mid-week, are reliable engagement windows. Your best content should be scheduled for then, and test the time-of-day variations against your own analytics. ### Lead With Formats That Earn the Most Engagement On Company Pages, multi-image posts and native documents (“carousels”) are among the top performers for engagement, with native video close behind. Use documents for step-by-step frameworks, checklists, and explainers. Video is especially useful for launches, demos, and messages directly from your leadership. Also, remember to leverage LinkedIn Live: Live streams reliably spark more reactions and comments than standard video, and they’re excellent for AMAs (Ask Me Anything) or event programming. ### Design Content for the Feed With Hooks, Hierarchy, and Skimmability Your first one to two sentences must carry your idea. Write a scannable post body with short paragraphs, bold headers, and catchy CTAs. Don’t forget to add alt text to images to increase your accessibility and discoverability. ### Publish Real Thought Leadership LinkedIn’s audience is primed for true educational content. Use your Page to answer the questions your buyers are already Googling: Go deep into benchmarks, business analyses, and narratives about “how we did X.” Contrarian takes backed by data and visuals will improve brand lift and conversion rates for paid and organic programs. ### Mobilize Your Employees to Contribute Employee networks dramatically expand reach versus your page alone. Make it easy for staff to participate by briefing them weekly with one to two key posts, and provide “suggested copy” they can personalize. Leadership in the company needs to comment on posts and not just like them. Their comments will resurface posts into the feeds in their networks, which will raise your profile among other executives in your field. ### Use Page Targeting When it Helps Relevance For posts that matter most to specific sub-audiences, you can target them using the page audience targeting feature. Select by language, geography, industry, job function, or seniority to drill down on specific demographics. You won’t always need it, but for launches and region-specific initiatives, targeting concentrates engagement where it counts. ### Build a “Lightweight” Newsletter Program LinkedIn newsletters are a feature that lets professionals and company pages publish and promote long-form articles directly to the platform. Subscribers receive notifications via email and in their feeds, and you can see email sends and open-rate metrics in your analytics dashboard. Newsletters are a good way to recap monthly insights, link to deeper resources, and invite subscribers back to your site. ### Treat Comments Like Content The comments features of all social media platforms are where the real magic happens. Companies that stay on top of their comments build trust with other industry players and customers. Some best practices include replying to questions within the first hour, tagging relevant voices, and promoting great comments by creating follow-up posts that quote them. (It’s good etiquette to ask permission first.) The algorithm and followers will reward a response rate over 80% on direct questions with loyalty. ### Make Discovery Easy Off-Platform Building your following on LinkedIn should start by adding “Follow us on LinkedIn” buttons to your website footer, careers pages, and blog templates. Executives can use their email signature and customer onboarding flows to invite follows. ## How to Manage Your Company Page on LinkedIn ### Write a Governance Document Create a doc that lists all your policies: who can post, what “good” looks like, and how content is approved. This should also be a simple playbook covering voice, visuals, cadence, comment policy, and escalation paths. ### Create a Content Calendar Plan content posts at least four to six weeks ahead. Templating what you want to post can help with scheduling, but be sure not to schedule away all spontaneity. Key company moments should be part of the social plan where launches, events, and reports get planned pre-, during-, and post-coverage. ### Standardize Production Speaking of templates, standard templates include a document carousel template, a testimonial card template, and a 30 to 60 second video hook template. This shrinks production time and keeps your feed visually consistent. ### Focus on Community Block 30 to 60 minutes after each post to prepare for community engagement that includes replying to comments, answering DMs, and jumping into relevant hashtag conversations. ### Analytics and Reporting If you have the technical capacity, it’s very useful to build a dashboard that connects your LinkedIn page analytics with web analytics (UTMs) and your CRM software. Then you can generate monthly reports on content that drove the most downstream sessions and demos, which formats lifted engagement rate, and how employee advocacy affected reach and CTR. ### Compliance and Risk For regulated industries, like banking or healthcare, all posts need to be routed through your legal team for review and to keep records of edits and approvals. Establish a clear moderation policy for comments and a crisis communications checklist. ## Key Takeaways A complete, well-maintained LinkedIn company page earns more views and engagement and sets you up for growth. Consistency matters more than volume, so plan on three to five posts per week. Prioritize documents/carousels, multi-image, and video for engagement, and use LinkedIn Live for interactive moments. Empower employees to amplify your message through their personal accounts and measure what moves business outcomes (not vanity metrics). Use audience targeting and newsletters to deepen relevance, and make it easy for people to follow you from every touchpoint you control. ## Frequently Asked Questions (FAQs) ### How do you grow your brand’s organic following on LinkedIn? The key to growing an organic following is to focus on value and consistency. Best practices include posting useful, skimmable thought leadership three to five times a week and making your content easy to share. From there you can cross-promote your page from your site, product, newsletter, events, and customer onboarding. ### How do you target your content to relevant audiences on LinkedIn? Page post targeting allows you to send a message to a subset of your followers by filtering for industry, company size, job function, seniority, location, or language. Don’t forget to tailor your creatives by persona and review your follower demographics in analytics monthly. ### What are the best alternatives to LinkedIn to advertise your content? For top- and mid-funnel distribution, YouTube (video discovery), Google Display/Discovery, and Meta (Facebook/Instagram) offer broad reach and efficient CPMs. For intent-rich, niche contexts, try Reddit Ads or, if your audience skews tech, consider Stack Overflow Ads or sponsorships in developer media. Once CPMs rise or performance on LinkedIn, Search, and Social begins to plateau, consider Realize — a performance advertising platform built for the open web. Realize helps advertisers extend campaign reach beyond walled gardens, optimizing for measurable engagement and conversions across premium publisher environments. --- ### 6 Ways to Use TikTok for Your Business URL: https://www.taboola.com/marketing-hub/how-to-use-tiktok/ Last Modified: 2025-10-27 10:53:40 When two China-based apps launched last decade, no one expected their merger would create a social media platform that, for better or worse, would surpass LinkedIn, Spotify, Snapchat, Pinterest, Twitter/X, and many others. With 1.84 billion monthly active users, TikTok is the fifth most popular social media platform worldwide. ## A Brief History of TikTok Chinese tech company ByteDance launched a video-sharing social app called Douyin in September 2016. Think Facebook or Insta, but legal in China. The following year, the company acquired Musical.ly, an app that allowed people to post 15-second lip-sync videos. By August 2018, TikTok emerged from these two platforms. That merger explains TikTok dances, along with teenagers lip-synching to trending songs or voice clips on TikTok. The app can accomplish so much more than just that for businesses, though, especially those looking to capture the Gen Z, emerging Gen Y, and younger millennial markets: Roughly 70% of TikTok users fall between the ages of 18 and 35 years old. ## 6 Ways to Use TikTok Depending on your business goals, you can use TikTok in many ways. Some will be direct revenue drivers, while others help with brand recognition or market research. ### Brand Recognition By posting fun and compelling videos that speak to your target market, you can influence brand recognition through TikTok. You’ll want to focus on growing your following by using trending posts and sounds, responding to comments, and potentially even working with content creators as collaborators to leverage their following as your own. ### 1. Customer Loyalty The age-old marketing “Rule of 7” shares that it takes at least seven impressions before a consumer will make a buying decision. That precise number has been disproven over the years, but it’s true that the more times people see your brand, the better they will remember you. TikTok reaches your audience in a direct and personal way with videos that will help them not just remember you, but (hopefully) like you as well. ### 2. Lead Generation Once you’ve built your following, you can focus on sorting the lookie-loo followers from warmer leads. Offer a free content asset (like a checklist, recipe book, or playbook) when they opt in with their email. You can also use TikTok videos to drive traffic to your website. ### 3. Market Research Use TikTok for market research through polls, or just by viewing analytics to see what resonates most with your audience. ### 4. Sales Through TikTok Shop If you sell products, you can advertise them on the TikTok shop. If you choose the right product mix and create the right content, your customers will soon be sharing their finds with the hashtag “#TikTokMadeMeBuyIt,” just as 150,000 people do weekly. TikTok Shop allows for direct sales, shortening the sales funnel and contributing to the growing “one-click economy,” where the buyer journey becomes: “See … Buy.” ### 5. Affiliate Marketing You can share clickable affiliate links as another way to drive traffic for your affiliate marketing campaigns. ## How to Set Up a TikTok Account ### Sign Up First, download the app and click “profile” or “log in.” At the bottom, you’ll see it says: “Don’t have an account? Sign up.” Click the sign up link. You can opt to sign in with your Google account (giving you one easy login), with Facebook, or with your phone number or email address. Enter your date of birth and a unique password. ### Create Your Username Then, pick a username. This will be the name people use to find you or when you share your TikTok account. It displays as @Username. You can also set your nickname to anything you want. This doesn’t have to be unique and you can change it weekly. However, for brand recognition and consistency, you’ll probably want to keep it the same. ## How to Post on TikTok Posting on TikTok is also easy and intuitive. You have lots of options to create content: To get started, click the plus sign at the bottom center of your screen. Then choose what you want to post or create. ### Post Photos, Videos, or Text in Real Time You can post photos and videos in real time. Click “Post” and then choose a 10-minute video, 60 seconds, 15 seconds, or a photo. You can also post stylized text, which helps drive engagement by asking your viewers a question they can answer in the comments. ### Create Content to Post You can also choose to create content in advance to post, combining photos and videos with music. Create a compelling description that supports the messaging in your video, and add relevant, trending hashtags so more people will find your content. You can also add a link, such as an affiliate link. ### Choose Your Options Before you post, you’ll see a variety of “options” to select. You can choose to allow comments or not, allow others to reuse your content in a duet or other ways, and even check music for copyright infringement before posting. ### Disclosure and Ads Businesses and content creators who have endorsement deals, activations, or sponsorships should pay attention to the “Disclosure and Ads Setting” section. You may want to disclose posts that promote a brand. By selecting “ad authorization,” you allow the brands you promote to use your video in their own Spark Ad campaign. The brand is allowed to make changes to the creative as it appears on their feed, including switching out your affiliate links, but it remains the same on your feed. Creators earn a commission while brands gain access to valuable, user-generated content, which has been shown to be more trustworthy than other types of content. User-generated content in ads can result in a 400% increase in click-through rates, with 41% of marketers saying that UGC is their top-performing KPI. Using TikTok wisely for marketing isn’t just about creating your own content, then — you can leverage your fan base to validate and amplify your brand. ### Go Live Users who are 18 or older and have 1,000+ followers can create live streams on TikTok. You can also add a title and special effects to attract attention. Going live creates authentic interactions between your brand and your followers. It’s a great way to share new product launches or big sales. If you’re hosting an event, your followers can feel as if they are there with you, even if they couldn’t make it. ## Using TikTok Analytics As with any marketing or advertising, to improve your TikTok results, you’ll want to track your analytics. To gain access to analytics, you need to have a “business” or “creator” account. In your profile, click “TikTok Studio,” then “analytics.” Choose a time frame between seven days and one year or create a custom report. ### Content One key metric to consider is which content is performing best. View the number of likes, comments, and views. You can also click a specific video to see exactly where in the video viewers leave or when they smashed that like button. ### Viewers When you click the “viewers” tab, you’ll see the total viewers for that time frame, number of new viewers, plus gender, age, and location. These valuable insights can help you tailor your content to your audience or determine if your content is reaching the people you want it to. You might find your core market on TikTok is different than other platforms. If those views are converting into action, you could have opened a new pipeline for sales. If they aren’t converting, maybe your content is reaching the wrong audience and you need to revisit your strategy. You can also see the hours and days your viewers and followers are most active. Knowing when your followers are online is one key to getting more eyes on your feed. ## How to Grow Your Following on TikTok Marketing is, to some degree, a numbers game. The more people who see your content — as long as they are people in your target demographic — the more people will convert into loyal customers. So, how can you grow a TikTok following? ### Grow Organically You can grow your TikTok following organically by creating quality, compelling content consistently. The more you show up on people’s “For You Page,” the faster your follower count will grow if you’re creating content people like and want to see more of. Creating consistent, high-quality content is a slow road to growth. You can supercharge your organic efforts in a few ways. ### Leverage Trends Stay tuned into TikTok trends, and when you see one that fits your brand, create relevant content. You can: -  Add trending sounds. - Follow similar formats to trending videos. - Do a TikTok challenge. Use the search bar to see what people are posting about, whether it’s current events or Taylor Swift’s new album. Do you have a unique take? Can you relate it to your brand? ### Use Hashtags Hashtags are another way to help people find you. Type relevant hashtags and choose the ones with the most views. Add the hashtags #FYP and #ForYou; these may not land your content directly on the FYP, but because of the prevalence of these hashtags, they can help visibility. ### Connect With Influencers Influencers can expand your reach and increase your credibility through user generated content, including reviews and product round-ups. ### Paid Ads Paid ads can grow your audience and increase conversions. As with any type of advertising, it requires testing various ads and audiences and then doubling down on what works. ## How to Keep Using TikTok If It Goes Offline Again In 2024, Congress passed a bill, which then-President Joe Biden signed, giving ByteDance (the app’s owner) nine months to find a buyer approved by the U.S. ByteDance refused, and when that deadline arrived on January 18, 2025, U.S. servers pulled TikTok down. As one of his first acts in office, President Donald Trump paused the law on January 19, 2025, extending the deadline another nine months. As the new deadline approaches, the Trump admin has claimed to have found a buyer, which would leave ByteDance with less than 20% ownership, with majority stakes held by a group of U.S. investors, including Larry Ellison (Oracle), Rupert Murdoch (Fox Corporation), and Michael Dell (Dell Technologies). However, neither the Chinese government nor ByteDance has confirmed the deal, and, at press time, it has not been signed. So, TikTok could go dark again, and it could happen soon. If it does, this could take money directly out of the pockets of brands and influencers who rely on TikTok ads and activations for income. But, there is a way to access TikTok, on your web browser or through the mobile app, even if it’s banned in the U.S. ### How to Use a VPN to Access TikTok You can install a Virtual Private Network (VPN) that identifies your IP address as coming from another country, like Canada, where TikTok isn’t banned. If you want to use the mobile app on iOS, you’ll need to download a VPN on your device and then create a new App Store account for the country that matches your VPN. Note that you can still use your U.S.-based phone number for verification. If you use Google Play, you can change your region without creating a new account, but you’ll need to first cancel any active subscriptions. ## Key Takeaways TikTok can help brands build authority and increase sales at a low cost. By partnering with influencers and creators, brands can leverage user-generated content. From the TikTok Shop to direct links within your content, there are multiple ways to monetize TikTok. ## Frequently Asked Questions (FAQs) ### How do I find videos on TikTok and engage with users? You can browse your “For You Page” to find videos recommended by the TikTok algorithm. You can also use the search bar to find videos on any topic; at the bottom of the screen you’ll see trending videos “you may like.” Finally, you can search popular hashtags to find videos of any topic. When you see a video you like, you can click to watch it, add a comment, and like the video. ### How do I increase my audience on TikTok? You can increase your TikTok audience organically by consistently posting high-quality content, posting on trending topics, starting a TikTok challenge, or by partnering with influencers who can amplify your brand. What alternatives to TikTok are there? Marketers can use social media platforms like Facebook, Instagram, Pinterest, and Twitter/X to reach audiences with photos and videos. They can also market through performance-based advertising for better results through omnichannel campaigns. --- ### Balancing AI Innovation and Human Connection: Insights from DMEXCO 2024 URL: https://www.taboola.com/marketing-hub/ai-consumer-attention/ Last Modified: 2025-01-26 11:35:06 We exist in an unpredictable world that is always changing. New technologies, such as AI, have turned the 'seeing is believing' concept on its head, creating distrust yet simultaneously holding promise to drive company growth. Brands are being asked to develop deeper relationships with consumers, yet those consumers' limited attention spans are often pulled in multiple directions by second and third screens. This duality begs the question: how can brands thrive in the current environment? At this year's DMEXCO event, a fireside chat titled "Mastering Multi-Challenges: AI, Brand Performance, and Customer Engagement" aimed to provide those answers. © Koelnmesse Taboola's CEO and Founder, Adam Singolda, and Maike Abel, the Digital & Corporate Marketing Director at Nestlé Germany, took the stage to discuss some of the challenges and opportunities presented by the digital age. Each brought a unique perspective—one from technology innovation and the other from consumer goods—as they discussed a range of marketing topics, including measuring the impact of marketing initiatives, improving customer experiences, and using AI in the workplace. Read on for a taste of the highlights, or watch the entire chat below to discover more about how these two industry leaders are navigating the complexities of modern marketing. https://youtu.be/Jy-Z6OkmInU ## Fewer Platforms, Better Results Performance marketing is crucial for driving sales, but the inefficient 'spray and pray' approach is being replaced with strategies prioritizing effective targeting and reaching the consumer in the right place at the right time. Adam kicked off the chat by acknowledging that the last few years have been messy and stressful due to the pandemic, a recession, high inflation, conflicts and wars, and more, all affecting consumer behaviors and, in turn, the advertising and marketing landscape. Since performance marketing is crucial for driving sales, he asked Maike how Nestlé has altered its campaign strategy to meet the moment. Maike shared that in the past, Nestlé had been launching performance ads on multiple platforms (TikTok, Snap, Meta, and YouTube to be everywhere all the time, but that approach fragmented the budget and led to a decrease in brand health. She realized the company needed to shift tactics and refocus on the core strategic brands, audiences, and messaging. Then, the 'Fewer, Bigger, Better Initiative' (fewer brands, bigger communication, and better results) was born. In line with the initiative, Nestlé now launches more curated campaigns with only a few selected partners. This paired-down platform strategy has produced the desired results: more impactful campaigns, deeper audience connections, and significantly improved brand health. © Koelnmesse ## The Fight for Consumer Attention Because Taboola works with so many advertisers, Adam brought up a topic that he sees many clients wrestle with - how to capture consumer attention in such a messy world. Maike said that each Nestlé brand has mapped a consumer journey to deeply understand which platforms foster the best communication and how consumers connect with the brand. She used Purina PetCare as an example, illustrating the consumer experience goes beyond feeding a cat or dog; it includes an ecosystem of relevant content and solutions such as partnering with pet health insurance. Adam revealed that many of Taboola's most successful clients, especially those with a direct-to-consumer model, followed a specific strategy – they focus on storytelling and interacting with consumers early on and continue to build on the initial connection during the consideration phase. He also mentioned that brands that try to sell consumers only in the last decision-making moment are not only potentially overpaying for the customer but are failing to build a relationship - something that consumers increasingly value. © Koelnmesse ## AI On the Brain It wouldn't be a tech conference if AI wasn't discussed, so Adam and Maike dived into how Nestlé uses new ways of technology. Broadly, Maike sees AI delivering solutions and making life easier - which she welcomes. Nestlé uses AI within a three-level framework: adapting or using an available license, shaping an existing tool for their needs (like creating a corporate Nestlé GPT), or developing algorithms specifically for Nestlé's needs. When using AI for marketing, the company is aware of potential ethical and legal issues. They have decided to not use AI for creating human faces or pets to maintain a sense of authenticity, but they might use it to generate a background for a scene. Additionally, using traditional actors keeps the company out of the legal gray area surrounding the ownership rights of AI-generated content. Adam noted that although AI will help companies drive growth, at the end of the day, people do business with people, and companies need to demonstrate a culture and value system that aligns with consumers' mindsets. He suggested that "maybe the true innovation of a company - more than funding and resources and all those things - is just a group of people that have a value set about what is the right thing to do and how they want to do it." ## The Safety of The Open Web With a few minutes left, Maike asked Adam to elaborate on something he once said, "I want to be the Robin Hood on the open internet, and I want to make sure journalism thrives." Adam described advertising as a beautiful thing because it supports a business's growth and gives people access to new services and products. He said journalism is the essential link because it allows the next generation to learn about products, science or technology from someone with expertise. This allows publishers to expand their connection with their readership. © Koelnmesse He sees the open web as a balancing act that makes the world a safer place. "We can have fun on TikTok and Instagram, but we always have this place where we can feel safe, where nobody knows who we are, nobody hunts us down." Instead, on the open web, "ads just find us, and we can just read and get curious and learn about things." There are many more insights and marketing tidbits to be discovered in the video. It's well worth a watch! --- ### How News Sites and Publishers Can Grow Their Audience in 3 Steps URL: https://www.taboola.com/marketing-hub/loyal-audience/ Last Modified: 2026-06-22 08:30:11 Attracting and keeping new readers is becoming increasingly difficult, but it’s critical to your mission. You’re competing with other news outlets, search engines, and social media for attention, none of whom want to share. But sites like Google, YouTube and Facebook continue to be the most visited sites in the world. Together, they amass more than 215 billion visits a month. They’re masters of keeping people’s attention with hyper-personalized experiences. News sites and publishers must also deliver that experience while leaning into their core strengths to attract readers and keep them coming back. ## How Can News Sites & Publishers Grow Their Readership? The nature of our business at Taboola is that our partners’ success is our success. We’re committed to helping news sites and other publishers thrive in a rapidly changing web. This guide is based on what’s worked for our partners. ## Step 1: Attract new readers In recent years, publisher traffic has become increasingly volatile, with a notable decline following a series of changes at platforms like Google, Facebook, and X/Twitter, which once served as reliable sources for new visitors. The growing use of AI and the continued rise of platforms that deprioritize referral traffic, such as TikTok and Instagram, present even greater challenges for publishers. To attract new readers at a high volume, you’ll need to find them in places where they congregate at scale outside of these platforms. This includes: - Attracting new readers through news aggregators. News aggregators integrated into the device and apps like Apple News, Google News, and Flipboard can help you find readers before they open search and social platforms. Remember: you’ll always be more successful working with a platform that’s incentivized to help you grow. - Buying traffic. This can be tough when budgets are tight, but it is still a key strategy for many publishers and the right partner can ensure the practice is a profitable audience development lever. - Insights. High-quality content is the best way to attract new readers. To best improve your content strategy, you need actionable insights to determine what those readers consider quality reporting. See how ClutchPoints reached 1 billion users using Taboola Newsroom. Our products support publishers in each category. Taboola News offers our news partners exclusive access to audiences on Samsung, Motorola, Xiaomi and other leading mobile devices on device lock screens and wallpaper. Taboola Ads, the largest native ad platform of its kind worldwide, allows publishers to reach engaged audiences via traffic acquisition campaigns from our network of over 1.3B monthly unique users across 9,000 publisher sites. Taboola Newsroom lets our partners access insights from our massive data set of over 500 million daily active users so they can make informed decisions about growing and engaging audiences. ## Step 2: Keep readers on-site People don’t stay on a news site that makes them hunt for something that interests them. A recent Reuters Institute report found that 38% of people avoid the news, and 29% do so because there is overwhelming information to sift through. They want you to do the work for them and make a recommendation based on their needs—just like search and social sites have done. Here’s how: - Build your site with personalization in mind. You should be recirculating content without causing echo chambers, so every page is custom-built for the person reading it. - Use tools that give users another chance to engage before they leave. You can direct traffic to a page that recommends more content before they click back to the originating app. - Scale personalization with data beyond your site. Power this personalization from insights about what content works for your readers and your competitor’s readers. For You is a Taboola technology that powers a personalized reader experience for our partner’s audiences. Whether someone visits a homepage, section front, or article, the content recommendations come from insights based on reader behavior from the entirety of Taboola's network. We were also inspired by common native app experiences to build Explore More, a feature that offers recommendations to readers woh find sites through external apps. ## Step 3: Get readers to come back again One of the biggest determining factors in whether a reader is engaged is how often they visit your site. Once you’ve captured new readers, you want to attract them back to your site as often as possible. Here’s how: - Send push notifications to readers who love them. Many readers love push notifications and rely on them to stay informed. Send them to the right people. - Personalize content inside push notifications and on-site. Personalize push notifications with content and headlines that resonate with each subscriber. - Power your re-engagement strategy with data across our network. Don’t rely on push notification data alone. Generate insights from your site and your competitors' sites. Taboola Push serves custom push notifications to readers based on activity across 9,000+ partners. Our partners can send personalized updates to readers who want them based on our entire network. ## Modern newsrooms require a new strategy Today’s internet requires different tactics to attract, keep, and re-engage readers. Publishers need to seek audiences in new spaces and engage them the way they expect to be engaged. Our publisher partners have been dramatically increasing traffic and engagement with tactics that include push notifications, news aggregators, ads, and personalization. We’ve also recently launched Taboola for Audience, a new AI-powered technology that empowers publishers to drive significantly more traffic, which is more critical now than ever. But we’ve just scratched the surface today. The next three articles in the series will discuss these tactics in detail. Contact a member of the Taboola team to see how we can help grow and engage your audience this year.   --- ### Holiday Marketing Tips: Boost Sales with These 6 Festive Campaign Strategies URL: https://www.taboola.com/marketing-hub/holiday-marketing-guide/ Last Modified: 2025-02-18 09:09:13 The holiday shopping season can make or break a brand’s success for the entire year, but it’s not just about the busiest days. The key to lucrative holiday marketing is reaching your audience before the holiday rush begins. By getting a jump on the competition and carefully planning your holiday strategy, you can capture your audience’s attention throughout the entire season—not just for one day. Effective holiday marketing strategies all have several things in common: Thoughtful planning, research, and the right marketing mix. The following holiday marketing ideas will help you maximize your profits this year. If you’re stumped on how to get started, we’ve got you covered. Our Holiday Campaign Checklist: How to Use Taboola’s Products for Success This Holiday Season will guide you through the steps needed to connect with shoppers and boost your holiday sales so you can make this season your most successful yet. ## 1. Review the shopping holidays Before you start planning your holiday advertising, it’s a good idea to refresh your memory of the major shopping holidays. Over the years, newer “holidays” like Cyber Monday and Super Saturday have emerged as major retail events, so consider these alongside the more traditional holidays and determine which make the most sense for your brand. Holiday 2024 Dates Thanksgiving November 28 Good Friday & Black Friday November 29 Small Business Saturday November 30 Cyber Monday December 2 Giving Tuesday December 3 Green Monday December 9 Super Saturday December 23 Christmas Eve December 24 Christmas Day December 25 Hanukkah December 25-January 2 Boxing Day December 26 New Year’s Eve December 31 ### Setting a budget Once you decide which holidays you’ll be focusing on, it’s time to focus on setting your budget and pacing your investment. While the holiday shopping season can mean a dramatic revenue boost, the profits you make will depend on the nature of your business. For example, research shows that hobby, toy, and game stores make nearly 35% of their total annual sales during the last quarter. If that’s not your experience, though, make sure to develop a budget that accounts for the ad dollars you’ll need the rest of the year while still meeting your holiday brand awareness objectives. It’s also smart to stay flexible when it comes to how you’re allocating those ad dollars. If an ad is doing well, investing more of your budget in that placement can help you capitalize on its success. ## 2. Make sure you understand your customers’ behavior Today’s consumers start shopping early, and approach each holiday differently. What does this mean for your brand? Knowing your customers’ shopping behavior can help you reach them at the right moment and create a campaign that resonates. Researching previous sales to identify your most active audience is a good place to start, but to effectively connect with consumers, you need to know how they engage online throughout the holiday season. By studying monthly shopping trends, you can understand when, where, and how they’ll be spending their money, and what type of ad message is most likely to convert. In other words, optimize your marketing not just for the holiday itself, but for specific consumer-facing moments. ### Q4 Holiday marketing trends and tentpole events October: This is when most consumers start to think about buying gifts, and conduct their initial research. Thirty-two percent of shoppers make plans 3+ months in advance of a purchase. Our Skimlinks data shows that in 2023, shoppers converted on content related to costumes, movies, and decorations, while content featuring themed food and treats generated significant site traffic. November: By November, the consideration process is more advanced. This month, shoppers are actively planning their buys; 45% of consumers make plans 1 to 2 months in advance of a purchase. Cyber Five (the five day period between Thanksgiving and Cyber Monday): With so much holiday shopping now happening online, and cyber deals galore in the days following Thanksgiving, these dates are critical for your holiday marketing campaign since 30% of shoppers plan to spend more on online holiday shopping in 2024 than the previous year. December: December is when last-minute shoppers make a dash to the online stores—Gen Z in particular. This demographic will likely continue their spending discipline and invest more time in seeking the best prices. ### Don’t forget generational marketing As you plan your campaign, it’s important to consider Targeted Generational Marketing as well. This strategy is all about adjusting your promotional calendars according to generational shopping patterns. Just as Gen Z may be more likely to respond to last-minute promotions, older consumers tend to start their holiday shopping even earlier than most customers. Tailoring your promotions to these behavioral trends—for example, by using social media to target younger consumers and newsletters to reach Gen X and Boomers—can improve your campaign results. ## 3. Consider your vertical Shopping behavior isn’t the only thing that can vary from one month to the next. The types of products that consumers consider and purchase changes too—so one of our top holiday marketing tips is tracking consumer interest from one month to the next. ### Target by product and topic According to Taboola data on readership trends, consumers gravitate toward specific products at different times of the year. October: Pets, cars, beauty products, PC games, and parenting tips. Cyber Five: Football, smart watches, local businesses, home improvement, and food. December: Investing, real estate, nature, cooking, and basketball. New Year (January): Health, lifestyle, family, video games, and the weather. ### Use vertical trends to boost interest Taboola’s viewable click-through rates (VCTRs) data shows that certain verticals get more engagement during particular months as well. This kind of data can really help you make the most of your holiday advertising. Personal Finance & Healthy Living: October & November Medical Health: September & December Home and Garden: September & December Automotive: September & October Healthy Living: October & November Technology: September & October ## 4. Choose a campaign theme and leverage content trends Advertising is crucial for expanding your reach around the holiday season, but it’s important not to overlook the importance of quality content—starting with your ad creative. Capitalizing on creative trends, plus aligning your creative to match consumer state of mind and behavior, can go a long way toward building a strong connection with your target customers. (Source) ### Draw in customers with a relevant holiday marketing theme You’ll want to choose a theme and message that makes sense for your brand, its vision, and its values. Products and verticals aside, there are certain content subjects that consumers will be devoting more thought to this holiday season. Based on an analysis of Taboola’s marketing insights, we predict a focus on sustainable, personalized, and value-oriented shopping in Q4 2024. Sustainability: Sustainable business practices are increasingly important to consumers, and can even have an impact on their decision making process. To capitalize on this trend, highlight: - Commitment to sustainability - Eco-friendly products - Highlight certifications & materials Personalized Ads: Personalized content is inherently more relevant to consumers, and therefore often more likely to generate a sale. To personalize your holiday ad experience: - Leverage audience interests - Reach customers where they’re already engaged - Customize your products Learn more about personalization through our Reel: Value: Consumers love a good deal—especially around the holidays, when spending really peaks. To tap into this interest and attract your audience’s attention, focus your ad messaging on: - Deals & promotions - Bundle sales - Early shopping If you're looking to learn more about strategizing for value products, watch our video: ### Improve performance with ads that engage, intrigue, and resolve No matter what theme you choose for your campaign, your content should Engage, Intrigue, and Resolve your customers’ shopping challenges. Incorporating the following components and strategies into your ads can boost performance. - Question-Based Engagement: Engages readers by posing thought-provoking questions. - Human element: Visuals of products being held or used. - Problem-Solution: Directly addresses consumer problems with clear solutions. - Time Sensitivity: Creates urgency with limited-time offers and deadlines. ### Creative tips for your vertical and product Creative is another area where considering your vertical can count for a lot. In fact, The Taboola Creative Shop experts have found that following vertical-specific creative best practices can boost engagement and key performance indicators (KPIs) to the max. This is also the time to think about leveraging Generative AI. Taboola’s Gen AI AdMaker can help you continuously produce high-quality content targeted to specific audiences through the power of tools like Chat GPT and Stable Diffusion. This technology makes it easier for advertisers of all kinds to follow Taboola’s best practices and develop creatively diverse campaigns. Check out these additional tips for producing effective creative specifically for your vertical and products. Beauty: Beauty consumers are increasingly drawn to eco-friendly materials and sustainable practices. Highlight natural ingredients, recycling old products and special discounts to catch their eye. Feature closeups of a person applying the product, hands holding the product, or its effectiveness with before-and-after transformation pictures. Technology: Tech products enhance daily life. Highlight practical uses, share hacks, and secrets, or emphasize new and state-of-the-art features. Include discounts and promotions to entice shoppers. Use closeups of the product or hands holding the device to create a sense of intimacy and authenticity. Featuring real people using the product adds a convincing touch of relatability. Fashion, Style & Shopping: Headlines should focus on product personalization features, brand sustainability, and who endorses it—whether it’s a celebrity or teen-approved. Point out who the product is perfect for and its cool factor. Showcase the product on a clean, simple background or from unique points of view to make it stand out. Healthy Living: Health and wellness look different for each person, so talk about personalized plans, the product’s health benefits, or how it addresses specific health concerns. Use images displaying holding hands or using the product or featuring authentic people representing your potential audience. Travel: Headlines should point out urgent sales and booking opportunities, personalized holiday bookings (think families or singles), and planning ahead for summer. Use images showing people enjoying beach or resort destinations, capturing the essence of vacation milestones and creating a sense of wanderlust. Home & Garden: Home and garden enthusiasts love practical tips, so write headlines that reveal useful hacks, use numbered lists for trends and gifts, and communicate promos and discounts clearly. Show closeups of products in appropriate indoor or outdoor settings or hands demonstrating the product to create a sense of practicality and usefulness. Automotive: Eco-friendly features are a big draw nowadays, so emphasize them. Be direct about promotional offers, trading or selling opportunities, or new 2025 models. Use eye-catching colors or show cars charging, driving on open roads, or in holiday or winter environments to create a sense of excitement and adventure. Finance: For finance-related ads, leading with value and expertise is crucial. Craft headlines that feature expert predictions, name assets or institutions, or call out audiences by life events. Select visuals that show types of assets or currency, people using devices to organize their finances, or headshots of experts to create a sense of trust and reliability. ## 5. Create a content strategy Behind most every effective holiday campaign, there’s a great content marketing strategy. Using tried-and-true techniques like native advertising, affiliate marketing, influencer marketing, and gamification, you can inform and entertain potential customers while also generating results. There are many content marketing options available to marketers, but these particular strategies are known for driving results. ### Native advertising Around 18,000 advertisers use Taboola advertising to reach nearly 600 million daily active users in a brand-safe environment. With this form of content advertising, you can reach your target audience when they're most receptive to new messages, products, and services—including those designed to drive holiday sales. Native advertising can take various forms, from sponsored articles and promoted social media posts to in-feed ads and videos for your brand. All are made to engage users by providing relevant and valuable content, while also delivering relevant marketing messages in a non-disruptive manner. Choose your native tools: These tools are designed to support your holiday marketing ideas and drive results that you can use to create high-performing campaigns. - Taboola Pixel. Use Taboola Pixel for tracking and measurement, audience targeting, and segmentation by interest. This tool also helps you discover valuable insights about your audience and the effectiveness of your creative. - GenAI Ad Maker. To make sure you’re cutting through holiday clutter to get your audience’s attention, use Taboola’s GenAI Ad Maker. It’s designed to appear in moments of attention and help you leverage the power of native experiences. - Maximize Conversions. With Maximize Conversions, a bidding strategy that uses Taboola’s SmartBid algorithm and is powered by Taboola’s AI, brands can optimize bidding while keeping their campaigns cost-effective. Below, you can find three holiday-focused native advertising case studies. Bombas When comfort-focused apparel brand Bombas needed to reach new customers and drive holiday sales for its revamped and expanded line of slippers, it turned to Taboola. Using Attentive Audiences and site retargeting to reach potential customers across the open web, Bombas achieved a 50% increase in Return on Ad Spend (ROAS), above-average CTR, and 1.26X increase in ROAS with Attentive Audiences. Ferrero Group & Publicis International packaged food company The Ferrero Group and leading media agency Publicis Media came to Taboola to increase awareness of Ferrero Rocher in Israel before the holiday season. With a custom creative media campaign across the open web, and by targeting audiences with interactive, sponsored content, Taboola and Publicis Media were able to increase Ferrero’s vCTR by 125% above Taboola’s food vertical benchmark, generating a 36% engagement rate. BlazePod For BlazePod, a smart reaction training platform powered by an interactive app and innovative light-up pods that encourage physical and cognitive growth, boosting “Add to cart” conversions was key. The goal was to do so by diversifying beyond Google, Facebook, and other social platforms. With Taboola performance marketing, retargeting, and creative recommendations to generate conversions and holiday sales, BlazePod saw a 131% ROAS, 3X more “Add to cart” conversions, and a 79% lower CPA than competitive social platforms.   What to avoid: Don’t wait until the last minute to launch your native campaign! Leave yourself plenty of time to work with your native ad partner and create compelling content that converts. ### Influencer marketing Influencer marketing involves collaborating with social media influencers and industry leaders to help expand your company’s reach online. It’s an excellent way to increase brand awareness, generate product buzz, and increase website traffic. Working with uber-creative influencers opens the door to lots of clever strategies, especially around the holidays. Try these techniques to spread the word about your promotions and boost holiday sales. - Count down to the holidays with timely and relevant content - Work with influencers to create a gift guide that will showcase your products - Invite influencers to offer sneak peeks at your products or upcoming deals What to avoid: To be truly effective, influencer marketing needs to appear genuine. Be wary of sharing a message that feels inauthentic to your customers, and stick with content that’s a natural fit for your brand. ### Affiliate marketing Affiliate marketing is another great content strategy for the holiday season, as it allows companies to partner with affiliates and receive a commission for each site visit, signup, or sale they generate for your brand. Working with an intermediary like Skimlinks (a Taboola company) can help you streamline communications between commerce content publishers, optimize your campaign with Premium Coupon and Deals Partners, and gain access to high-intent shoppers who are actively seeking deals. What to avoid: Low-quality content. Make sure your affiliate marketing content is valuable to consumers by including coupons, deals, and wishlists that provide a satisfying e-commerce experience. ### Gamification Let’s not forget about the perks of gamifying your content! Online games are known for their ability to engage customers and build brand loyalty, so creating branded gamified content for the holidays can give your promotions added amplification. - Create a countdown clock or advent calendar offering a daily product suggestion or deal - Build a daily quiz related to the holiday while offering a trial or product sample to demonstrate product quality - Use virtual scratch cards, roulette, or quizzes to keep customers engaged What to avoid: Minimal branding. To ensure your gamified content is effective, include visible company and product branding and make your games shareable to boost your brand exposure. ## 6. Launch your campaign and start optimizing With the exception of the Saturday after Thanksgiving, online sales consistently outpace in-store sales. All the more reason to develop a powerful digital holiday marketing strategy and keep it running at peak performance. (Source) ### Analyze, optimize, repeat Launching your campaign is just the beginning; next, it's time to track results. To optimize campaigns successfully and improve campaign performance, you need to constantly analyze your holiday advertising results and look for opportunities to make improvements. - Optimize your ads using Taboola’s Generative AI. This tool allows marketers to diversify campaign ads by creating image variations designed to drive performance. Automatically generates Taboola’s best practices including optimized headlines, descriptions, and images, enabling brands to create more efficient and effective ads at scale. - Leverage audience reporting. Taboola’s Audience Exploration Report can help you gauge audience performance and identify the most high-performing audiences to include in your targeting strategy. - Maximize Conversions to get the most out of your budget. Max Conversions enters the most promising auctions and adjusts your bids for the best ad opportunities—all with an eye toward boosting campaign conversions. Since this tool learns as it goes using both Taboola AI and historical data, it can help you find the audience that’s most likely to convert. - Retarget and re-engage users that have spent a significant amount of time on your site but haven’t converted yet. Our data shows that re-engaged users are 70% more likely to convert than first time website visitors. With the help of Taboola’s Attentive Audiences, which collects, aggregates, and filters audience data, advertisers have successfully reduced their median CPAs by 34% and increased median CVRs by 87%. - Use Custom Rules to minimize ad waste by automating optimizations. Custom Rules lets you tweak your ad delivery and protect ad spending by allowing you to create automated rules that are specific to your campaign and custom conditions ## Conclusion There’s no way to overestimate the importance of holiday marketing. The holidays are the busiest time of year for most retail and consumer brands—which means companies are clambering to get their share of shopping dollars. No wonder the holiday season is always on marketers’ minds. Year after year, holiday sales reach historic new heights, growing steadily since 2019. The U.S. Census Bureau shows that core retail sales during the 2023 holiday season grew 3.8% over 2022, topping $964.4 billion, and experts are predicting another big year for 2024. Record sales bring valuable opportunities for businesses looking to boost revenue, but the tough competition means you have to start early. Over the past five years, holiday sales in November and December have accounted for approximately 19% of total annual retail sales, so planning a strategy to boost your visibility and relevance with plenty of time to spare can set you up for success. You’ve got a lot of advertising options at your disposal, but as you plan your festive season marketing strategy, keep performance marketing like native advertising top of mind. Since online performance marketing is designed to maximize your ad budget and generate tangible results, it can give your brand a competitive edge during the holidays and beyond. With a suite of content marketing strategies at your disposal, and actionable customer insights on hand, you can create an effective and competitive holiday marketing strategy that generates sales even during this competitive time of year. Let this guide be your go-to source for creative festive season marketing tips and tricks, and partner with Taboola Ads this holiday season. ## FAQ - How early should I plan my holiday marketing campaign? The sooner, the better! Aim to start planning in the summer, and have your holiday marketing strategy finalized by September at the latest. - Which channels should I include in my holiday marketing strategy? Email, social media, and native advertising are all must-haves for an effective and comprehensive seasonal marketing plan. - What is the best form of marketing for the holiday? While there are many options available to you, investing in strong creative and performance marketing is a surefire way to stretch your budget and reach. --- ### How to Increase Followers on Your LinkedIn Company Page URL: https://www.taboola.com/marketing-hub/increase-followers-on-linkedin-page/ Last Modified: 2026-03-09 08:30:09 Since its launch in 2003, LinkedIn has become the go-to networking platform for people and companies. A social networking site where professionals can connect, find businesses and niche groups within their industries, job hunt, and more, LinkedIn’s algorithm is designed to favor human-centered content and meaningful interactions. As a result, it’s much easier to increase followers for your personal brand than for your company page. But what if, instead of fighting the algorithm, you worked with it? There’s a strategic, content-driven approach to cultivating a thriving community on LinkedIn, and you’ll find you can transform a company page from a static billboard into a dynamic hub of industry expertise and conversation. To do so, try incorporating some of the below strategies. First, a few caveats: There’s no one right way to build your following, and you may need to mix and match tactics to find what works best for your company. Some of these strategies will yield results quickly, while others may take a few weeks — or even months — of sustained effort before the data show a positive change. ## A Quick Primer on LinkedIn’s Algorithms Before I look at how you can leverage LinkedIn’s algorithms, it helps to understand how they work. Here’s a breakdown of the key reasons why attracting followers is so much easier when it’s just you: ### Algorithm Preference The LinkedIn algorithm prioritizes content from individuals over company pages because it seeks to promote genuine connections and professional relationships, which tend to be more prominent on personal profiles. ### Human Connection People are more likely to engage with other people than with a faceless brand. Posts from individuals often feel more authentic, relatable, and trustworthy, leading to higher engagement rates through likes, comments, and shares. ### Employee Advocacy Your employees’ personal networks are a powerful tool. When they engage with your company’s content, they amplify its reach to their own connections, which can be significantly larger than your company’s follower base. This ripple effect is a major growth driver for company pages, but it’s also dependent on the activity of personal profiles. ### Networking and Content Personal pages are naturally built for one-on-one connections and direct networking. This “construction” makes it easier to build a strategic network and share a variety of content, from thought leadership articles to personal anecdotes, that can quickly gain traction. Building a robust following on your LinkedIn business page won’t happen overnight, but with the right mix of organic and paid strategies, you can steadily grow an audience that cares about your brand. Organic tactics give you long-term credibility and community. Paid tactics help you accelerate growth when you need faster results. ## 7 Organic Tactics to Get More Followers on Your LinkedIn Business Page Organic tactics provide the foundation of your LinkedIn strategy. They don’t require ad spend, but they do take consistency, creativity, and effort. Their goal? Building trust, delivering value, and making it easy for the right people to discover — and want to follow — your page. ### 1. Optimize Your Company Page Your LinkedIn page is like a storefront: If it looks unfinished, people are less likely to pop in. A clean logo, strong banner image reflecting your brand, and a compelling “About” section offering a snapshot of who you are — and your why — helps attract curious visitors. Keywords matter here, too: People search LinkedIn like they do on Google, so include relevant industry terms to help increase your appearances in search results. ### 2. Publish Relevant, Useful Content Regularly LinkedIn rewards consistency. Companies that post regularly stay top-of-mind, while inactive pages quickly fade into the background (and out of memory). But, post thoughtfully and with intention. Content should speak to your audience’s pain points, interests, or curiosity. Mix it up with formats: videos get higher engagement, but PDFs, carousel posts, and even simple text updates can spark conversation if they’re relevant. Think, “educate, inspire, or entertain.” If your content ticks one of those boxes, it’s worth posting. ### 3. Use Hashtags, Mentions, and Trending Topics LinkedIn hashtags aren’t just cute decorations — people outside your network use them to find your content. Stick with three to five broad hashtags (#Leadership) and niche (#B2BSaaSMarketing). Mentions are another underrated trick. Collaborating with a partner or referencing another company? Tag them! This action increases the possibility they’ll reshare your post with their audience. Don’t ignore trending topics, either, if something relevant is blowing up in your industry — join the conversation while it’s still hot. ### 4. Engage With Your Audience and Community Too many brands treat LinkedIn like a broadcast channel: Post, and then move on. But, real growth happens when you treat the platform like a two-way street. Reply to comments thoughtfully, ask follow-up questions, and thank people for engaging. Use LinkedIn’s community hashtag feature to follow conversations in your space and chime in where relevant. Don’t underestimate the power of polls, either: They’re quick, engaging, and generate insights into what your audience is thinking. ### 5. Encourage Employee and Executive Advocacy Your company has a secret weapon: its employees. When they share or engage with company content, their networks — including potential customers or partners — see that engagement. Use LinkedIn’s “notify employees” feature, which alerts your team when a new post goes live. Encourage key executives to publish thought leadership posts directly (rather than resharing a company post). People love hearing insights from leaders because it feels more personal and less “corporate.” ### 6. Promote Your Page Beyond LinkedIn Don’t wait for people to stumble upon your LinkedIn business page — bring them there. Add a “Follow us on LinkedIn” CTA to your website, blog, and newsletter. Ask your sales team to add the page link to their email signatures. Cross-promote on other platforms. If you share a thought leadership piece on X or Instagram, link back to the LinkedIn page for the full discussion. The more touchpoints you create, the more natural it feels for someone to hit “follow.” ### 7. Measure and Identify What Works — Then Double Down LinkedIn gives you analytics for a reason, so use them! Which posts got the most engagement? Which topics led to spikes in new followers? Don’t assume you know what works; let the data guide you. Maybe your audience loves behind-the-scenes posts more than white papers. Perhaps video outperforms text posts. The more you experiment and tweak, the faster you’ll find your sweet spot for growth. ## 5 Paid Tactics to Increase Your Following on Your LinkedIn Business Page Paid campaigns give your organic efforts a boost. They’re best used to expand reach quickly, test content with new audiences, or promote high-impact moments like launches or hiring pushes. ### 1. Run Follower Ad Campaigns If you want to accelerate your growth, try out LinkedIn’s “follower” ads. These ads pop your company’s name, logo, and a “Follow” button into someone’s feed. It’s a straightforward way to build an audience, especially if you’ve already narrowed that target audience down by job title, industry, or company size. ### 2. Boost or Sponsor High-Performing Posts If you notice a post already gaining traction organically, allocate a little budget for it. Sponsored content puts that same post in front of people who aren’t following you, yet but probably care about your message. This strategy works well for thought-leadership content, product announcements, or customer stories — content that builds credibility. ### 3. Collaborate With Influencers or Partners An ecosystem of influencers already lives on LinkedIn. Some are big names and others are niche experts with highly engaged audiences. Partnering with them (through guest posts, co-authored articles, or even simple post mentions) can introduce your company to a whole new network. The key here? Relevance. You want to align with voices that your target audience already trusts. ### 4. Promote Job Postings Strategically Over 9,000 people submit job applications on LinkedIn per minute. By sponsoring job posts, you attract applicants while also boosting visibility for your company page. Many people follow a company first to keep an eye out for opportunities; hiring campaigns can double as follower growth campaigns. ### 5. Run Contests or Giveaways This strategy works best if the prize is relevant to your industry. Offering a free industry report, software credit, or event ticket attracts people who are genuinely interested in what you do (not just free merch). To enter, require participants to follow your page and perhaps engage with a post. Done right, this tactic drives numbers and increases engagement on your content. ## Key Takeaways Play to the algorithm: LinkedIn prioritizes people over brands, so encourage employees and executives to share, comment, and create. Success won’t come from a one-off viral post — show up regularly on LinkedIn with interesting, useful content. Don’t rely on chance discovery, and instead use your website, email signatures, newsletters, and other social platforms to direct people to follow your page. Track what’s working, learn what isn’t, and refine as you go: Growth is a test-and-learn process! Mix organic and paid, with organic efforts to build credibility and trust, and paid campaigns to give you an extra push to scale faster. The best results come when both work together. By combining consistency, creativity, and a smart mix of organic and paid strategies, you can evolve your LinkedIn company page from a bland, static profile into a thriving community that will grow with your business. ## Frequently Asked Questions (FAQs) ### How do you gain 10K followers on LinkedIn? Reaching 10K followers takes consistency, valuable content, and active engagement. Share posts that educate, inspire, or entertain, and encourage employees and executives to amplify your content through their own networks. Cross-promoting outside of LinkedIn and occasionally boosting high-performing posts with paid ads can speed things up. Growth isn’t instant, but steady effort pays off. ### How many followers should a company have on LinkedIn? There’s no universal “right” number — it depends on your goals, industry, and audience. What matters most? Quality. A few highly engaged followers can be more valuable than tens of thousands of “silent stalkers” who don’t interact. That said, many companies aim for the 5K to 10K range, as that level of visibility often boosts credibility and reach. Ideally, focus on engagement and relevance over sheer volume. ### Is there a way to automatically recommend content to a target audience on LinkedIn? Yes! LinkedIn offers tools like Audience Network, auto-targeting, and audience expansion to help get your content in front of the right people. These features use LinkedIn’s data to identify and recommend posts or ads to audiences similar to your existing customers or desired prospects. While it’s not a fully automatic free distribution, it does make reaching targeted audience groups more efficient. --- ### The Expert Panel at Affiliate Summit East 2024 Shares Knowledge on Native Ads URL: https://www.taboola.com/marketing-hub/native-advertising-insights-affiliate-summit/ Last Modified: 2025-02-04 07:11:32 Did you miss The Native Advertising Panel: A First-Ever Traffic Source Summit with Taboola, Outbrain, MGID, MediaGo, Revcontent & Xevio at Affiliate Summit East? This historic panel brought together experts from leading native advertising platforms: Sofiia Zuieva (Growth Advertiser Sales Director, EMEA at Taboola), Nadim Kuttab (CEO & Co-Founder at Xevio & Native Hub), Joe Addona (Head of Global Sales - Performance Advertisers at Outbrain), Gino Aynaga (Head of Display & Native Ad Sales at MediaGo), Katie Vazquez (Strategic Team Lead, Advertising at RevContent), and Madi Bachar (VP Global Sales at MGID). Although we can't capture the energy of the live event, you can still benefit from the expert knowledge shared. Learn how to optimize your native ad campaigns with these essential takeaways. ## Native Ads: More Than Just Another Traffic Source The panelists unanimously agreed that native advertising should be part of every marketing mix. "Not every user has a social app. Not everyone is going to Google to look for your product or your service," said Sofiia. She explained that native ads give brands access to consumers with high purchasing power, drive direct conversions, and increase ads' performance on other channels, making it a win-win. Nadim agreed, explaining that native ads are the backbone of acquisition for the brands Xevio works with and directly impact organic and paid results. Katie added, "People you're targeting may not necessarily have the intent to purchase your product or submit a lead generation form upfront, but if a brand's content and marketing funnel are strong enough, they may be able to convert users at a low CPI." This isn't just anecdotal evidence. A recent Kantar study found that adding native video ads to a marketing mix improved brand awareness by 26%. Additionally, native video ads produced top-of-mind awareness for 33% of participants; when native video ads were combined with social platform video ads, top-of-mind awareness rose to 49%. ## Native Ads Demand Native Thinking What works on search or social media won't necessarily translate into successful native campaigns. "Put yourself in the shoes of the consumer," advised Sofiia. "You need to make your ad assets native to the environment where they are published… and to continue to test." Madi reinforced this point, noting that people reading an article on a news site are in a different state of mind than those surfing Facebook, so brands should adapt their creative and overall approach for this audience. Nadim shared the challenges of finding the right approach, revealing that his team often tests dozens of content variations per product per month to optimize performance. ## The Ingredients for Successful Native Campaigns The panelists offered practical advice for advertisers looking to make the most of native advertising. Sofiia stressed the importance of understanding the audience on publisher websites. "They like to consume content, and you need to make it native to the environment. It's about adapting your creatives; it's often about creating pre-landing pages in the editorial style as well. So show the problem and then solve it, and only then take the users to your product or service page." Joe believes that success comes down to one thing — patience. He's seen many fail and lose money because they jump in without getting any expert advice. He mentioned, "People just don't have a long enough time horizon. But if you do and you invest in it, we see it works." Katie emphasized the power of dynamic testing and data-driven decision-making. "AB test and let the numbers speak for themselves. Then hone in and allocate your ad dollars to really what is working," she advised. ## The Future of Native Advertising Although no one has a crystal ball to see the future, the expert panel made some predictions. Sofiia mentioned that users increasingly expect content to be more relevant and personalized. "So maybe the formats will change, maybe the placements will change, maybe the designs will change, but what will not change is the expectations of the final user… I'm expecting AI to drive that personalization and relevancy when it comes to your creative strategies and messaging." Joe agreed about the importance of personalization and added, "I think having a data strategy over the next couple of years is going to be the most important thing for how you're going to find success across the platforms, not only in creative. It's solving personalization because you know exactly who you're talking to." Gino believes AI algorithms will continue to improve, and native ad platforms will be better "equipped to answer the right ad, to the right person, at the right time." ## Conclusion The Native Advertising Panel at Affiliate Summit East proved that native advertising is no longer a niche tactic but a cornerstone of successful marketing strategies. Experts from leading platforms underscored its ability to reach untapped audiences, drive conversions, and enhance overall campaign performance. To thrive in this space, advertisers must adopt a native mindset, understanding that a one-size-fits-all approach won't suffice. By tailoring creative assets, leveraging data, and embracing a long-term perspective, marketers can unlock the full potential of native advertising. As AI continues to evolve, the future holds even greater promise for personalized and effective campaigns. The insights shared at this historic panel offer invaluable guidance for anyone looking to harness the power of native advertising. Ready to get started? Get in touch with Taboola's experts to discuss your goals and see how they can help you achieve outstanding results. Explore the possibilities of native advertising with Xevio's training platform, Native Hub - a valuable resource for all things native. --- ### Top Advertising Channels for a Cookieless World: Insights from an Advertiser Survey URL: https://www.taboola.com/marketing-hub/best-ad-channels-cookieless-world/ Last Modified: 2025-06-09 11:16:38 A cookieless world will threaten the effectiveness of some advertising channels—specifically those that survive off third-party cookies alone. But ultimately, advertisers will decide their fate based on where they spend their money. We worked with YouGov, a reputable, long-standing member of the research world, to survey advertisers about how they feel as we approach a cookieless world. That includes whether or not they plan to move their spend and where it will go. Two channels rose to the top. ## Survey Says Advertisers Will Move Their Money When the Cookie Dies Over 200 decision-makers in advertising and marketing from companies with at least 100 employees were surveyed. Most weren’t ready for Chrome to deprecate the cookie. Only 25% felt completely prepared for the cookie phaseout, and 46% agreed with Google’s decision to delay it. When the day finally comes to say goodbye to third-party cookies, 44% of advertisers expect to shift their advertising spend to different channels. Search and native advertising channels were ranked as having the strongest potential to provide better performance and a high return on investment. ## 3 Advertising Channels Advertisers Can Count On Search and native channels feel like a safe space for a reason—they are. They naturally collect a rich set of signals that give your campaigns a good chance to perform well. ### 1. Google Search Ads Search data is naturally a very clear intent signal. A consumer chooses a keyword to enter into a search browser—which means you know what that consumer wants to see without a doubt. Advertisers then bid on those keywords, and ads are shown based on the context of those keywords rather than guessing what the consumer wants to see based on the user’s browsing history. That’s what happens when you target using a third-party cookie. For example, when you search for “snow boots” on Google, the ads are based on that keyword’s contextual signal. Therefore, you see the ads for snow boots that won the auction. When you run a search ad, you run an ad based on something a consumer is actively asking for. This signal won’t change when the third-party cookie is removed from Chrome. ### 2. Native Social Consumers send a diverse set of intent signals on social platforms, too. The data that powers your ads isn’t just about how consumers interact with other ads. It’s also about signals from the content people post, their engagement with other people’s posts, and interactions with the network. Those algorithms are working to provide an engaging user experience by choosing what to recommend overall—an ad or an organic social post. Plus, users are almost always logged in when using social media websites, making most of these first-party signals, which are straightforward to collect. This won’t change when the third-party cookie dies. ### 3. Performance Marketing on the Open Web realize: is a performance advertising platform for the open web, when advertisers have exhausted Google Ads and Facebook, for example, and need to scale their performance results. Like social platforms, we recommend both editorial content and ads to consumers on publisher websites to provide an engaging user experience. We work with many of the world’s best-known websites, such as CNBC, MSN, USA Today, and many more. But we also work with small websites, blogs, and niche magazines. We own the code that we place on our publisher partner’s web pages, which allows us to create a rich ecosystem of first-party data and intent and interest signals from which both our advertisers and publishers benefit. Take a hypothetical consumer, Steve, for example. He’s clicked a headline on NBC News about stock prices but quickly bounced. Next, he clicked another article about sports and read it all the way through. When he finished, he clicked an Expedia ad, like the one pictured below. realize: sees all of these signals and uses them to recommend both organic content and ads to Steve across our 9,000 publisher partner sites. By working with realize: directly, Expedia takes advantage of our first-party data learnings, intent signals, and contextual awareness from our entire Publisher and Advertiser network to deliver performance at scale. ### Go Beyond First-Part Data While first-party data and learnings are a must-have in a cookieless future, they aren’t a complete cookieless solution. Taboola is investing in new technologies and partnerships to address key marketing use cases at scale. - Get the most out of first party data from Sandbox and alternative identifiers where they exist. We’re working with Google’s Privacy Sandbox and other data providers to build audiences you can leverage for targeting, retargeting, and attribution/reporting in compliance with the privacy standards consumers demand. - Deliver results even when first-party data isn’t available.  New Predictive AI tools have the power to connect first-party data learnings with diverse signals from multiple sources to increase scale while still delivering results. Taboola remains uniquely positioned to help you thrive. In addition to first-party data, our technology leverages contextual targeting to deliver personalized content and advertising, ensuring seamless audience engagement and superior performance in a cookieless future. ## Get Prepared for a Cookieless World As an advertiser, you may not feel fully prepared for the transition to a cookieless world—you're not alone. Only 25% of advertisers feel completely ready for this change and 44% of advertisers like you are already anticipating a shift in advertising spend to different channels, with search and native advertising seen as providing better performance and return on investment. Don’t procrastinate and start preparing for a cookieless world. Not sure how to get started? Taboola's Best Practices are focused on helping you make the most of what you can do today to set yourself up for success. Sign up for an account today to Access Taboola’s first-party data sets and increase your next campaign's effectiveness. --- ### Best AI Marketing Tools URL: https://www.taboola.com/marketing-hub/best-ai-marketing-tools/ Last Modified: 2025-11-25 13:03:41 We’ve officially entered the era of AI. There’s no denying that artificial intelligence is rapidly transforming every aspect of life, and the marketing industry is at the forefront of that change. In the digital marketing space, AI is helping to streamline operations and offer unprecedented customer experiences, all while giving brands and businesses a level of control that was previously out of reach. These days, keeping up with the most effective AI tools is a necessity rather than a choice. In the context of marketing, AI refers to systems designed to simulate human intelligence and improve promotional strategies. From chatbots that provide instant customer service to algorithms that predict the future of customer buying behavior, artificial intelligence is huge, omnipresent, and growing all the time. Operating in an environment that demands personalization and efficiency means marketers must leverage AI not just to meet customer expectations, but also to exceed them. This guide to marketing AI tools and AI tools for business explores how this technology is reshaping marketing strategies and will help you navigate this increasingly crucial world. ## The Importance of AI in Marketing If you’re wondering how can AI be used in marketing, we’ve got your answers. Many digital marketers are already leveraging artificial intelligence tools to help them analyze vast amounts of data quickly and accurately. AI enables data-driven decision-making, and AI-powered tools can automate repetitive tasks like personalization, ad optimization, and customer segmentation, thus saving marketers resources and time. Additionally, AI algorithms can identify patterns and trends in consumer behavior, allowing you to deliver more relevant ad experiences. For instance, by interpreting customer data, AI can predict which products a customer might be interested in, along with other information that could empower you to create a targeted campaign with higher conversion rates at a lower cost-per-acquisition. By enhancing the customer experience through personalized interactions, using AI in marketing can also drive brand loyalty and long-term revenue. Overall, incorporating AI into digital marketing strategies can lead to improved efficiency and better results for businesses of all kinds. These tools can help companies achieve their marketing goals by improving content creation, optimizing digital advertising campaigns, managing social media accounts, and more. They offer broad capabilities ranging from simple tasks to complex decision-making processes that traditionally require human intelligence and time. Let’s take a closer look. ## Types of AI Marketing Tools There are a ton of different AI marketing tools out there, spanning various formats and software types, and each is designed to serve a specific purpose within the marketing funnel. The main marketing objectives covered by the most popular AI tools are: - Content creation tools. These tools use AI to generate content like blog posts, social media updates, and even video content. They can suggest article, blog post, and video topics, while AI copywriting tools can create drafts and even optimize that content for search engines. - Customer segmentation tools. These enable marketers to divide audiences into distinct groups based on shared characteristics. AI-powered customer segmentation is more accurate and dynamic than manual segmentation, saving you effort and time while delivering a better result. - Predictive analytics tools. Tools in this category use data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes. Marketers can employ predictive analytics to forecast customer behavior, sales trends, marketing campaign outcomes, and more. - Chatbots and virtual assistants. AI chatbots engage with customers in real-time, answering queries and providing support. They can even learn from those interactions to deliver increasingly personalized and efficient experiences over time. ## The 15 Best AI Marketing Tools for Businesses Knowing that AI can provide businesses and brands with a huge competitive edge is a good place to start, but with so many tools to choose from, how can you ensure you’re capitalizing on the AI opportunity? When you’re dealing with technology designed to automate mundane tasks, craft individualized strategies, and shift marketers toward data-driven decision-making, harnessing its power means finding the right tool for the job. Here are some of the top AI marketing tools that businesses should consider: ### 1. Realize Realize is an AI-powered performance marketing platform. Unlike so-called full-funnel marketing tools, which aim to manage the entire customer journey, realize: specializes in the consideration and action stages. It allows you to easily create custom engagement metrics, then find high-intent users based on the criteria you’ve set. Included in its suite of tools is the GenAI Ad Maker, which can reduce the time and effort required to produce advertisements, streamlining workflow and enhancing the scalability of marketing efforts across various platforms. Paired with a performance AI working from nearly two decades of first-party data, designed to accurately identify and target your audience, realize: represents a significant advancement in automated advertising. Pro Tip: Use the Social Importer tool to quickly and easily repurpose successful creative, taking high-performing social posts and turning them into impactful display ads. Key Features:  - Expanded formats and placements - Ads run on premium publishing sites - Social importer tool allows advertisers to repurpose their existing social content - Detailed campaign performance analytics  - Smart-bidding feature allows you to auto-optimize and improve ROI  - User-friendly interface lets you create your first campaign within minutes - Boosts content quality approval rate ### 2. ChatGPT Developed by OpenAI, ChatGPT stands out as a conversational AI model that can generate human-like text based on the input it receives. In other words, it responds to prompts in a conversational tone to answer questions and summarize information on command. ChatGPT for marketers is particularly useful for creating engaging content, providing customer support through chat interfaces, and personalizing interactions at scale. From a content creation perspective, this tool also allows you to edit existing content, translate copy, and create headlines and search titles tags. Pro Tip: With its deep learning foundation, ChatGPT can adapt to various tones and styles, making it an invaluable tool for businesses looking to automate and enhance their communication strategies. Key features: - Content ideation and text editing - Market research benefits that can help growing businesses - Can be used to optimize headlines, captions, and hashtags for social media posts - 24/7 customer support ### 3. ChatGPT SEO Plugin by SERPstat The ChatGPT SEO Plugin offers powerful SEO capabilities seamlessly integrated with ChatGPT Plus subscription. With very little effort, users can discover relevant keywords, analyze domain metrics and backlink data, and leverage ChatGPT's AI technology to create optimized website content. The ChatGPT SERPstat Plugin is currently employed by more than 860,000 users and used effectively across various platforms (if your objective is to improve content performance with Chat GPT, we’ve got some tips for you). Pro Tip: Use the SERPstat Plugin to mine for accurate and relevant keyword data, then develop your content around that data to drive site traffic and organic search results. Key features: - 7-day free trial - Extends ChatGPT’s capabilities for SEO content creation and websites analysis - Keywords and domain research can be conducted directly in the chatbot - Shows SEO and backlink metrics by a domain ### 4. Dall-E Dall-E is an innovative generative AI technology developed by OpenAI that allows users to create images from text prompts. It takes its name from Salvador Dali and Disney's Wall-E because of the way the tool merges art and technology/AI. Using natural language processing and large language models, Dall-E generates images in various styles specific to users’ needs. It was initially introduced as Image GPT, but Dall-E evolved to provide high-quality images with text inputs, competing with similar technologies like Stable Diffusion and Midjourney. Pro Tip: Be as specific as possible with your text prompt. This will lead to better image quality, and more relevancy with details like setting, colors, and overall mood. Key features: - Varying prices based on usage - Applications span creative inspiration, entertainment, education, advertising, and product design - The newer version, Dall-E 2, offers enhanced capabilities like higher image resolution and style customization - Some limitations with regard to copyright, realism, and prompt specificity ### 5. Midjourney Similar to Dall-E, Midjourney is an AI image generator that transforms natural language prompts into digital art without the need for artistic skill. Midjourney operates entirely through the Discord chat app, utilizing advanced machine learning technologies like large language models (LLMs) and diffusion to produce high-quality images from simple text descriptions in just minutes. Marketers can also generate different iterations of images by providing additional feedback, homing in on the perfect image for your campaign. Pro Tip: Use simple, short phrases in your Midjourney bot prompt, rather than a lengthy set of introductions. Listing keywords and brief phrases is more effective than writing in a conversational tone. Key features: - Minimum subscription fee - Text-to-image capabilities allow marketers to turn written descriptions into images - Ability to generate multiple options for each text prompt - Control of image size, aspect ratio, and other core image attributes ### 6. Perplexity Perplexity AI is an innovative search engine powered by artificial intelligence, offering a blend of ChatGPT-like conversational interaction and Google-like search capabilities. It’s a valuable tool for information discovery because it uses a range of LLMs to understand and process natural language queries, while also indexing the web daily to provide up-to-date information. With both Quick and Pro search options, Perplexity AI offers tailored responses and follow-up questions for deeper insights. Despite occasional inaccuracies, its ability to present organized information and offer additional features like image generation and thread organization makes it a promising tool for digital marketers. Pro Tip: If—in addition to analyzing the best AI tools for digital marketing—assessing other martech options is on your to-do list, you can use Perplexity to help by asking it to summarize tool features and build comparison tables that help you evaluate your options. Key features: - Both a basic free version and a paid version are available - Quickly delivers summarized answers to queries along with reference sources - Provides visibility into the source of the data for more transparency - Users can upload documents or files and ask questions about that content - The AI marketing platform’s citation feature lets marketers create content supported by credible research and data ### 7. Marketo Now part of Adobe, Marketo is an AI-powered marketing automation tool that enables businesses to streamline their marketing processes and campaigns, offering features like web personalization and revenue attribution. It’s designed to help you create cross-channel campaigns, make sense of your audiences, channels, touchpoints, and data sources, and personalize your branded content to improve your content marketing strategy. What’s more, Marketo Engage integrates with other Adobe marketing software. Pro Tip: Take full advantage of Marketo’s robust analytics and reporting features to track metrics and campaign performance, optimize your strategies, and make smarter, data-driven decisions moving forward. Key features: - Multiple pricing packages available depending on your needs - Scalable through dynamic content, form customization, and growing mail lists - Core software solutions include digital ads, email marketing, mobile marketing, social marketing, and SEO - Steep learning curve for those new to AI ### 8. Hootsuite Insights Powered by Brandwatch, Hootsuite Insights is among the more popular AI content marketing tools. It’s an AI-driven listening solution that can help brands monitor social media conversations, uncover trends, and get real-time data to inform content creation. Insights are collected from major social sites and platforms, including Twitter, Facebook, LinkedIn, Reddit, forums, blogs, news sites, and review sites. With Hootsuite Insights and related AI social media tools, businesses can engage with audiences and also keep track of what’s happening across social channels, all while turning those insights into impactful marketing decisions. Pro Tip: Create deep competitor analysis reports to gauge what customers are talking about, which brands they’re interested in, and what types of content they feel resonates most. Key features: - Data visualization helps you segment online mentions by categories like demographics, emotion, and sentiment - Ability to filter mentions based on audience traits - Ability to filter search results by keyword, platform, sentiment, emotion, gender, mention type, and Twitter account type - Insights tags help you manage and categorize mentions ### 9. Google Analytics Intelligence With the power of Google's AI, Google Analytics Intelligence provides marketers with actionable insights about website performance and customer interactions. Not only does Analytics Intelligence analyze your data and produce insights, it also identifies and puts forth opportunities for optimization (for example, if one of your landing pages is performing better than another). Marketers can ask Intelligence conversational questions about their data, along with broader topics (like, say, the current average bounce rate of a marketing email). Intelligence is available right within the Google Analytics app. Pro Tip: Using auto-complete, Intelligence will suggest variations on your questions when you ask them. Take advantage of these more succinct queries, especially if you’re asking about URLs, long product names, or long campaign names that might cause confusion Key features: - Insights are classified by feed (e.g. New, Saved, Read) for easy access - Insights are personalized to marketer interests - Accepts basic questions, “why” questions, questions about performance and anomalies, questions designed to chart trends, and others - Users can leave feedback to enhance the Intelligence tool over time ### 10. HubSpot Known for its comprehensive marketing automation platform, HubSpot uses AI to enhance its CRM, email marketing, and content management systems to reveal valuable insights across the HubSpot platform. With predictive lead scoring and customer service chatbots, it's a powerhouse for nurturing customer relationships. Pro Tip: Before posting HubSpot AI-generated content, review it for inaccuracies and to ensure consistency with your brand voice. Key features: - Two available pricing tiers - Easy to use with no barriers to entry - Generative AI can produce ad and website copy, social media posts, and more - Associated ChatSpot tool delivers insights like company research keyword rankings, and ### 11. Copilot AI A newer addition to the AI marketing toolbox, Copilot AI leverages advanced natural language processing and machine learning techniques to streamline content creation and customer interaction workflows specifically on LinkedIn. This tool goes beyond content generation to offer nuanced insights into customer preferences and content performance. Whereas some AI tools are meant to dramatically reduce the need for human interaction, Copilot AI is designed to work alongside human marketers, providing them with powerful automation capabilities that enhance creativity and efficiency. Pro Tip: To maximize Copilot AI’s potential, encourage your marketing team to use Sentiment Analysis AI to identify leads by finding people who have expressed intent, then use conversation intelligence to send a message designed to engage. Key features: - Supports the full sales cycle, starting with high-quality leads - Can deliver personalized messages at scale - Tailors message for improved conversion rates - Analyzes sales processes to identify bottlenecks and areas ripe for improvement ### 12. Grammarly While it’s not a marketing platform, Grammarly’s worthy of note because it uses AI to help content creators craft error-free and impactful text—and that, in turn, leads to high-quality marketing materials. Grammarly offers a business product that can help teams produce consistent, compelling content in a unified voice that’s always on-brand. Grammarly is also useful for marketers looking to create content at a faster rate. Because it standardizes language and guidelines, you can cut down on editing time. Pro Tip: While it’s useful for ad and website content, you can also use Grammarly to improve your product descriptions and produce copy that’s concise, SEO-friendly, and unique to your brand. Key features: - Free or paid plan - Seamless integration with more than 500,000 desktop and mobile applications - Guidance on adjusting the mood and attitude of text without altering its meaning - Private information stays private ### 13. Salesforce Einstein Built into the Salesforce platform, this AI tool allows for smarter customer service, personalized marketing, and predictive sales insights. Primarily designed for CRM (customer relationship management), Salesforce Einstein is data-ready, modeling-ready, and production-ready, and can help you embed automated intelligence in ways that benefit both your customers and your employees. Pro Tip: Use Einstein Vision to recognize images in various contexts, categorize and identify objects, and integrate deep-learning models into your Salesforce CRM plan. Key features: - AI can be built into workflows related to any users, department, or industry - Einstein Copilot delvers responses grounded in your business data - Quick segmentation using natural language prompts and generative AI - Emotional tone insights ### 14. Adext Adext sets itself apart from other AI tools by applying machine learning to optimize advertising campaigns on platforms like Google AdWords and Facebook Ads. Adext’s focus on media performance can help marketers optimize their audience targeting and ad performance. By cloning your ad groups, this tool can extract, analyze, and predict results while still ensuring the safety of your advertising data. Adext’s AI will find your most ideal audiences, and optimize your budget, results, and performance. Pro Tip: Take advantage of this platform’s ability to monitor and adjust ad campaigns in real time, as this will help you maximize your ad spend and reduce lead acquisition costs over time. Key features: - Multiple pricing plans with increasing levels of support - Campaign planning and strategy - Ability to manage multiple channels and track their performance in a single system - Ad iteration allows you to test multiple ad formats for effectiveness ### 15. Persado Persado uses AI to craft persuasive messages that resonate with audiences. It analyzes language patterns to determine which words and phrases will have the most impact, essentially personalizing digital communications at scale. This tool uses Motivation AI to deliver customer engagements and impact your business, developing AI-generated language that is conversational, on-brand, and also designed to inspire engagement and actions. This form of AI is used across channels like email, websites, social media, and SMS. Pro Tip: If your goal is to engage more customers online, use Persado to identify the most effective word choices for your brand or business messages. This can lead to both better response results and conversions, making your campaigns more customer-focused overall. Key features: - Leverages over 1.5 billion customer interactions from 150 million US customers to create more effective messages - Personalized and predictive language - Robust reporting that includes key metrics like opens, clicks, impressions, response rate, incremental revenue, and cost savings - Intuitive interface with seamless navigation to any submission, deployment, experiment, or campaign ## Future Trends in AI Marketing It should be clear by now that the digital marketing landscape is dynamic and constantly evolving along with new technologies. This means marketers and entrepreneurs need to stay on the cutting edge if they want to remain competitive and keep improving the profitability of their e-commerce sites. How do you do that? Make good use of top AI tools. Options like HubSpot, Marketo, and Salesforce Einstein are helpful, and becoming almost indispensable where crafting effective, efficient, and personalized marketing strategies is concerned. Remember, many AI tools are designed for a specific purpose; ChatGPT and Copilot are best for developing content, while Hootsuite will help you monitor social media conversations and uncover trends. As for Taboola’s GenAI Ad Maker, this tool blends the latest generative AI technologies in an effort to enhance and simplify the entire ad creation process in your AI marketing campaign. GenAI Ad Maker has a double positive effect: first, it improves ad performance by generating tailored content for the right audience. Second, it dramatically reduces the time and effort required to generate and improve your digital ads, all while delivering high-quality, performance-driven marketing content. Taboola GenAI Ad Maker is a great choice for marketers due to its innovative use of artificial intelligence to create highly engaging and personalized ads at scale. By leveraging AI technology, Taboola GenAI Ad Maker can analyze user behavior and preferences to generate dynamic ad creative that resonates with individual audience members, resulting in more relevant and compelling ads and increasing the likelihood of capturing the viewer's attention to drive those coveted conversions. Overall, Taboola GenAI Ad Maker is one of the best AI marketing tools as it can help you enhance your advertising efforts, improve campaign performance, and achieve your marketing objectives more effectively—whatever the future may bring. --- ### How to Create the Perfect Facebook Business Page URL: https://www.taboola.com/marketing-hub/facebook-business-page/ Last Modified: 2025-04-09 09:06:04 Facebook is a powerful marketing platform, and it’s a key element of most marketing plans. According to Statista data, Facebook continues to grow, and it’s projected to have 262.8 million users in the United States by 2028. By creating the perfect Facebook page for your business, you can take advantage of all of the traffic that’s already on the platform, reach your target audience, and build valuable connections with your current and future customers. ## How to Design a FB Business Page: 4 Steps ### 1. Create Your Page Before you can create a Facebook business page, you’ll need to set up a personal Facebook account. You can use a personal email address or a work email address to keep the account notifications and messages separate from your personal correspondence. Once you’ve created your account, log in and follow these steps: - Click on the Pages tab in the column on the left of the page. - Select Create new profile or page. - Select Public page and click Next. - Click Get started. ### 2. Complete Your Page Details You’re looking at the shell of a page, so now you need to add your business details and personalize the page. Enter your business name, choose a category that’s relevant to your business, and add a bio about your business. Your bio only needs to be a sentence or two, but you can also take advantage of this space by showing off your business voice, including a call to action to visit your website, and highlighting what sets your business apart from competitors. Next, add in all of your business’ essential details: - Website. - Contact email. - Phone number. - Physical address, if relevant. - Hours of operation, if applicable. ### 3. Upload Photos To complete your business Facebook page, you will need to upload a profile picture and a cover photo. According to Facebook, your profile picture will display at 176x176 pixels on a computer. On a smartphone, the picture displays at 196x196 pixels. The image is cropped to a circle. Your cover photo, meanwhile, features a 16:9 aspect ratio, and Facebook specifies that it must be at least 400 pixels wide and 150 pixels tall. To optimize loading speed, Facebook recommends an sRGB JPG file that is 851 pixels wide, 315 pixels tall, and less than 100 kilobytes. Keep in mind that the left side of the photo is partially covered by your profile picture, so you will need to keep any text or imagery that you want to be seen to the middle and right of the image. Your Facebook profile picture should be a clear business logo that your audience can easily recognize. There’s more flexibility when it comes to your cover photo, though: You can use the photo to showcase your products, highlight important product features, or even share information, such as news about a sale, a contest, or an upcoming event. ### 4. Add Page Collaborators If you’re managing the page with others, then you’ll need to add them in as collaborators so they have access. You can choose from several different page roles, each of which come with varying permissions and page access: For example, admin access grants a user complete access to the page — they will have the ability to fully edit and control the page, so you should only grant this role to an individual you completely trust. It’s more likely that you’ll assign editor and moderator permissions to your team. An editor can edit the page, post as the page, send messages, view your analytics, and create Facebook ads. A moderator has those same permissions, but they can’t edit the page. Once you’ve identified the roles you want to give to collaborators, go to your page settings. Navigate to the Page Roles section, which is in the left-hand menu. If you’re friends with the person, or if they’ve liked the page, you can type in their name to assign them the role. You can also look up users with the email address they used to create their Facebook account. ## How to Boost Engagement with Your Facebook Page Facebook is a valuable marketing platform because it’s so easy to engage with your audience, allowing you to form valuable connections. Your page’s engagement is a measure of how well you’re connecting with your audience. To calculate your engagement rate: - Add together your page’s total likes, comments, and shares over a designated period of time, such as a week or month. - Divide by the total reach of your posts during that same time period. - Multiply the result by 100. - The resulting figure is your engagement. Your page’s engagement will change depending on how your audience interacts with your posts. These tips can help you boost your page’s engagement. ### Post Quality Content Post content that provides value to your audience, whether that’s how-to tips, fun videos, funny facts, relevant news, or other types of content. Experiment with the different types of content that you post and see how that impacts your engagement. While you may want to schedule the bulk of your posts ahead of time, try to post relevant content, too. For example, if there’s breaking news or a new trend that’s relevant to your audience, creating timely content can help you take advantage of the conversation that’s already generated around that topic. Be aware of upcoming holidays, major events, and other topics that your audience is already talking about and add to that conversation with your posts. ### Respond to Comments When followers comment on your posts, engage them in conversation. You can learn valuable information about your audience by monitoring and responding to comments on your posts. Responding to comments also demonstrates to your audience that you care about their thoughts and experiences, and it makes them feel like they’re supporting a real person, rather than a faceless brand. Similarly, respond to any business page messages promptly, too. Your response shows that you’re listening and you value your audience and customers. Facebook is increasingly becoming a venue for customer service, so monitor your messages carefully, since customers might use the platform to contact you about issues or questions. ### Run Contests Contests and giveaways can be a great way to generate engagement and build your page’s audience. Contests can build excitement around a new product, and if you offer a discount to everyone who enters, you may drive sales, too. If you decide to run a contest on your Facebook business page, carefully outline your contest rules. Review Facebook’s most up-to-date rules around giveaways and contests, too, as Meta often releases new updates: For example, now Facebook promotions may be administered on your page timeline, and you can collect entries by having users post on the page, comment or like a post, or message the page. ### Collaborate Partnering with influencers or other businesses can also increase your reach and engagement. Look for an influencer or other brand that complements your business. For example, if your business sells skis and snowboards, collaborating with another company that sells skiing and snowboarding clothing could help you reach additional users who are interested in your products. When you collaborate with an influencer or other business, that partner can drive additional traffic and increase awareness of your Facebook business page, and you’ll return the favor. The partnership can help improve engagement and grow your audience. ## How to Optimize Your Facebook Posts ### Consider Your Audience When you’re creating Facebook posts, think carefully about your audience and the type of content that they’re most likely to value. For example, if your business sells camping gear to outdoor enthusiasts, consider whether your audience is mainly outdoor lovers who are just getting their start in camping and who would benefit from intro-level tips, advanced campers who would benefit from higher-level tips, or a mixture of both. While it’s tempting to take advantage of every opportunity to promote your business’ products or services, make sure that your Facebook posts strike a balance between being promotional and providing value. If too many posts are promotional, followers may start to skip over the content, and you’re likely to get less engagement and even lose followers. Instead, develop your content so that the majority of your posts add value, such as helpful tips and entertainment, and strictly promotional posts are less common. ### Develop Or Follow a Brand Voice If you’re developing a Facebook page for a new business, make sure your brand voice is defined. If your existing business already has an established voice, create posts that follow that voice. Consistently writing in your brand voice will help Facebook users to recognize your brand, demonstrating a cohesive approach to your branding, and helping potential and current customers get to know and trust your business. ### Choose Quality Photos Clear, quality photos can capture users’ attention, but low-quality, blurry photos will often cause users to scroll right past your posts. Your photos also reflect your business and your brand, so take the time to ensure that they create a positive impression on your followers. Facebook post image sizes can vary. Images can be 1200x630 pixels, which ensures they display clearly on high-resolution devices, though you can also choose square and portrait dimensions. Files cannot be larger than 8 MB (megabytes). AI photos have grown in popularity, but many users can quickly spot AI-generated images, and there are many mixed emotions around the legitimacy and trustworthiness of AI in this context. A better option is to invest time into taking your own business and product photos. With good, natural lighting and a decent smartphone, you can capture quality images that you can use for Facebook and other social media posts. Alternatively, consider hiring a professional photographer to create brand and product photos that you can use for your social media and other marketing purposes. ### Post Consistently Posting regularly helps ensure that your followers continue to see your posts, so create a post schedule and stick to it. You can write and schedule posts in advance using platforms like Hootsuite, and building a social media content calendar in advance can help you make sure that your posts are balanced between value and promotion. When you schedule posts, experiment with different posting times and days to see which posts receive the greatest reach and engagement. Review your Facebook metrics each month and adjust your posting scheduling to see if you can further optimize your Facebook posts. ## How to Use FB Page Insights Facebook provides Page Insights about your business page’s performance. These insights include details such as your audience’s demographics, your post engagement, and more. To view your insights, navigate to your business page, then select “Insights” from the column on the left. You can use these insights in several ways to improve your page’s performance: ### Determine Which Posts Perform the Best Using Insights, you can review the metrics for each post that you’ve created. Look at factors like reach and engagement for each post to determine which ones are best connecting with your audience. Focus on your top-performing posts and try to see what they have in common. Perhaps they: - Were published at similar times or on certain days. - Contained similar types of photos or videos. - Focused on similar topics. - Had a similar structure, such as bullet-pointed tips or an open-ended question. If you can identify similarities between the posts, you can create additional posts with those same features to further test and ideally improve your page’s performance. ### Monitor Page Performance and Growth Facebook’s Insights also provide important information about your page’s overall performance and growth. You can use these metrics to see how you’re progressing toward your goals for your page. This information can also help you create specific Facebook marketing campaigns to help you reach future goals. ### Improve Your Marketing Strategy By carefully monitoring your page’s insights, you can further enhance your Facebook marketing efforts. Each time you change your strategy, review your Insights to see how those changes are affecting the page’s performance. Insights can allow you to test out different techniques, determine which techniques work, and continue to improve your social media marketing. ## Using Apps and Facebook Tools There are many Facebook tools and apps that can enhance your ability to manage your Facebook business page. Here are a few essentials to help you get started. ### Pinned Posts Facebook gives you the option to pin posts to the top of your business page, which ensures visitors will see those posts. You can pin a post about a sale, a new product launch, important business news, or anything else that you want to make sure page visitors know about. Pinning a post is easy: Once you’ve published a post, just click on the pushpin icon next to the post to pin it. ### Custom Tabs The tabs along the top menu of your page help visitors to navigate through the page easily. Facebook lets you customize the tabs to your page’s needs. To customize your tabs, select your page management dashboard. Choose More, and then choose Manage Sections. You’ll see a list of the available tabs, and you can choose the tabs that you want to display on your page, while hiding tabs that aren’t relevant to your page. Customizing your tabs creates a more personalized and easy-to-navigate experience for your page visitors. ### Canva If you don’t have a design team but want to make your Facebook business page look its best, Canva is a valuable tool. You don’t need any graphic design experience to get started using this design platform: Canva has many social media templates that simplify the process of getting your dimensions right, and it also features a robust library of stock images, fonts, graphics, and more. Canva has a free version that’s plenty powerful to help you get started, but if you upgrade to the paid account you’ll get access to more features. ### Hootsuite Programs like Hootsuite streamline the process of scheduling social media posts in advance. Hootsuite allows you to simultaneously schedule posts across multiple social media platforms, which is ideal if you’re using Facebook in addition to other platforms like Instagram. Plus, once you’ve scheduled your posts, you see a visual representation of that schedule, so you can identify any gaps in your social media strategy. ## Key Takeaways Building a Facebook business page is a key step in your social media marketing strategy, and there are many ways to enhance your page. Developing a strategy for creating posts and engaging on your page will help you connect with your audience and build your brand’s reputation. While building your page’s reach and audience will take time, carefully reviewing your metrics and continuously improving your strategy can help you make the most of this social media platform. ## Frequently Asked Questions (FAQs) ### How do I retarget ads with FB? With Facebook ad retargeting, you can show ads to Facebook users who visited your business website or used your app. To retarget Facebook ads, you must add the Meta pixel to the code of your website. Then, you can create target audiences in the Facebook Ads Manager to determine who will see your ads, then you’ll design your ads, set up your ad budget, and launch your campaign. ### What are some alternatives to FB to advertise my business? While Facebook is a valuable platform, marketing your business on multiple channels can help you reach a larger audience and can ensure that your target audience sees your business repeatedly on different channels. Consider also marketing your business on other platforms like TikTok, Youtube, LinkedIn and Realize. ### How do I increase engagement on social media? To increase engagement, it’s important to regularly post high-quality content that provides value to your audience. Respond promptly to comments on posts, use engaging visuals, and consider running contests. Be sure to regularly examine your metrics to see what’s working and what isn’t, and then rework your strategy to improve the engagement — and your results. --- ### How to Prepare for a Cookieless Future: 7 Practices for Marketers URL: https://www.taboola.com/marketing-hub/cookieless-best-practices/ Last Modified: 2025-06-22 08:10:07 It felt like advertisers collectively breathed a sigh of relief at Google’s latest delay. We get it—you’re worried your cost per acquisition (CPA) will rise when you lose the scale third-party data offered. That could realistically happen unless you’ve got a plan. If you wait until the cookie crumbles to build that plan, you’ll be frantically split between getting set up to collect consent, gathering enough first-party data to keep your CPA steady, and testing new solutions. If a campaign underperforms, you’ll have no idea if it’s because you lost the third-party cookie or another optimization issue. The good news is you don’t have to be that frantic advertiser. Follow these best practices so that when the time comes, you can confidently test new solutions without the distraction of getting technically set up for success. ## 7 Best Practices for to Implement Ahead of a Cookieless Future These best practices intentionally focus on making the most of what you can do today—like collecting more first-party data and ensuring your current campaigns are fully optimized. That’s because once third-party cookies are gone from Chrome, you’ll be busy with new solutions. In the meantime, you want to shore up your first-party data to keep current campaigns running at a reasonable CPA and enhance the accuracy of any AI-driven probabilistic audiences. You’ll also want to know whether those new data sources are effective. That’ll require comparing them to accurate benchmarks you set before you lose access to third-party audiences. ### 1. Get Consent for Data Collection First-party data will be the quickest to implement in your current campaigns after the phase out of the third-party cookie. You want to collect as much of it as you can now so your campaigns run at a stable CPA, and so you can accurately train AI audience models in the future—they’ll only be as good as the data you provide. Data regulations differ depending on country and region. Generally speaking, you want to get permission from your website visitors to collect their data and communicate clearly how you will use and store that data. Vodafone’s cookie policy is easily discoverable on its website. It’s linked in a pop-up that appears when you enter the site and in its footer. It covers what data they collect and how they use and store that data in clear language that doesn’t read like legalese. When people visit Vodafone’s website, they see a pop-up that prompts them to select their data collection preferences. They can accept all cookies, reject them, or choose custom settings. If they choose to set custom settings, they’re taken to a pop-up screen explaining the different data collection types. They can toggle them on or off to select their preferences. Providing this experience upfront means Vodafone immediately understands every website visitor's data collection preferences and acts accordingly. ### 2. Install Pixels to Collect First-Party Data The third-party cookie collects signals that someone saw and engaged with your ad and allows you to retarget them later. Their Chrome-demise means you’ll lose access to those signals unless you collect them another way. You can use either Pixels or server-to-sever (S2S) integrations to accomplish this. They’ll allow you to tap into Taboola’s integration with Privacy Sandbox in the future. Plus, they’re already considered a best practice across ad platforms. They’ll help you optimize your current campaigns and set more accurate benchmarks, regardless of the cookie’s fate. Pixels and cookies do the same thing (kind of)—cookies collect information about a person on a website you don’t own, and pixels collect information about a person on a server you don’t own. You can collect information like IP address, operating system, device type, browser, time of interaction, and on-site actions. These signals can become first-party identifiers on your domain. For example, Algaecal uses them to retarget users who have added an item to their cart but failed to complete a purchase. Potential customers start by clicking on their ad on a site like Business Insider. They’re then taken to Algaecal’s website, where they’re shown purchasing options and an “Add to Cart” call-to-action (CTA). When a person adds an item to their cart, Taboola’s pixel collects a signal to allow them to target them in a later campaign. Pixels also allow you to collect data on multiple signals at once. Renault Australia used a pixel to collect signals from people who interacted with a campaign promoting their new SUV Coupe. After clicking their campaign, potential customers are taken to a landing page where they’re prompted to book a test drive with a pop-up. This creates an additional opportunity for Renault to collect first-party data. Those that closed the pop-up were taken to a landing page where they could take one of several actions. Taboola’s pixel collected data on those who built car configurations, used the find a dealer locator, or booked a test drive. This enriched Renault's data set, allowing them to identify a person’s location in their funnel and retarget them appropriately. The easiest way to install the Tabool pixel is with Google Tag Manager (GTM). Navigate to the tracking tab in your Realize dashboard and click “Tracking Set-Up.” Select GTM from the list of options, and follow the instructions to connect your GTM account. We recommend installing Taboola’s full Javascript pixel, which will allow you to distinguish between new and returning users. ### 3. Use a S2S Integration to Set Accurate Benchmarks S2S integrations allow you to share data about website or mobile app activity between servers. Today, they’re a beloved tracking tool for mobile app advertisers who want to see conversion data from publishers who might not have implemented a software development kit (SDK). On the web, S2S eliminates the need for cookies on website visitors’ browsers or devices. Instead of using a cookie, it generates a unique ID passed between two secure servers, helping advertisers see a person’s entire customer journey. Blinkist uses Taboola’s S2S integration to access a large audience without relying on third-party cookies. They can see every app download directly in their Realize Dashboard. For example, one points to a Blinkist blog article where users are prompted to read a “Blink” by downloading their app. Using Taboola’s S2S integration, Blinkist accurately measured over 60,000 new sign-ups at their goal CPA. You can add S2S to your Realize Dashboard by navigating to your campaign setup and editing the tracking information at the bottom of the page. First, make sure the Realize module is correctly integrated with the platform you’re using. If you already use the Taboola Pixel, you can set up your S2S integration as an event. You’ll then see all of your conversions in Realize reports. You’ll see conversions from multiple places in a single account. ### 4. Test First-Party Data Sets Provided by Ad Platforms Some ad platforms offer first-party datasets to their advertisers. Taboola has unique data due to our direct, code-on-page integration with over 9,000 publisher partners and because we power user engagement on these websites beyond just ad clicks. Access to Taboola’s data, which includes data from Connexity, Yahoo, and other partners, further enriches our advertisers' data pool, and that data set is constantly growing. We’ve added over 500 new data segments in the past year alone. You can use this data when creating a new campaign. Select the data set you’d like to use in the Audience Targeting section. They’ll be organized by those that are first-party (1P) and third-party (3P). You can choose from different topics like industry, behavior, demographics, and more. If you’re already a Taboola advertiser, we recommend testing some of these datasets before the third-party cookie deprecates to find those that will yield comparable performance. If you’re not already a Taboola advertiser, sign up to explore our available data. ### 5. Use Bidding Tools that Automatically Maximize Conversions So many factors go into grabbing the most conversions possible at a reasonable cost from the open web—a person's audience profile, the time of the day, the language, the content, ad creative, and more. It’s so complicated that we can pretty much guarantee your campaigns aren’t optimal if you’re manually bidding. Using bidding tools that automatically maximize conversions within your budget or CPA target takes the guesswork away. Taboola’s Maximize Conversions bidding strategy automatically does this for you. You’ll need to implement this strategy using our pixel or S2S integration, but it’s worth it. Hyundai used it to promote their new Tucson car model in Spain to maximize the cost per session. Their sessions and leads automatically increased at a more efficient cost—30% lower CPA than their target. ### 6. Benchmark Your Most Important KPIs Fast forward to the day the cookie crumbles—you’ll be busy testing new targeting solutions on the market. As you go, you’ll need to know whether they measure up to the third-party data solutions of the past. So, you need a measuring stick. That means setting benchmarks today that you can be confident are a good indication of optimal campaign performance using third-party data. First and foremost, ensure you’ve got a CPA benchmark you’re confident can be used as an effective measuring stick to test new targeting methods in a cookieless future. If you’ve done that, you’re ahead of the game and should focus on setting benchmarks up-funnel for even more accuracy. You don’t want future-you to scramble to fix attribution issues while testing new datasets. Strive to have effective benchmarks for the following: - Cost per acquisition (CPA) - Cost per lead (CPL) - Conversion rate (CVR) - Any relevant website events - Website Traffic - Click-through-rate (CTR) - Engagement - Impressions If you’ve successfully set KPIs throughout your funnel, you’ll be set up to see where new datasets succeed or fail. Perhaps your CPA is higher using a dataset from a Privacy Sandbox because the dataset isn’t large enough to begin with. That’s because you’re not seeing the impressions you used to with your third-party data sets. Maybe you are attracting enough impressions, but the audience's makeup is slightly different, and the messaging on your website needs to be tweaked to get back to the same conversion rate. The better the benchmarks you have today, the better you’ll be able to measure the solutions of tomorrow. ### 7. Run Ad Campaigns Dedicated to First-Party Data Collection Lastly, another way to collect more first-party data is to run campaigns dedicated to its collection. For example, this ad from Noom on CNBC’s website prompts potential customers to take a weight loss quiz. When you click the ad, they’re taken to an extensive quiz where Noom learns more about them to provide a personalized weight loss plan. This quiz itself is a form of data collection. At the end of the quiz, Noom asks for their email to send their results, a more popular form of first-party data collection. Another tactic is to promote lead magnets like webinars or ebooks. Full Circle Insights promoted a webinar for marketers interested in marketing operations. When marketers clicked their ad, they were taken to a landing page where they had to provide first-party data to register for the webinar. Some other tactics include promoting in-person events and newsletters, or collecting more first-party data when customers make a purchase online. ## Crumbling Cookies Aren’t Anything to Fear It’s natural to panic when you lose an advertising solution working for you. Replacing third-party cookies seems complicated and puts you at risk for underperforming campaigns. But the future can be much more certain if you work to shore up your first-party data and set benchmarks you feel are a confident measuring stick for tomorrow’s cookieless world. We’re confident that we can effectively navigate our advertisers through this change. Our expansive first-party data based on thousands of code-on-page integrations, and our knowledge of advanced AI solutions, puts us in a position to support advertisers through this transition to a privacy-centric world. Sign up today to explore our first-party data options. Our team is standing by to answer your questions and help you launch your first campaign. --- ### How to Generate Leads on LinkedIn URL: https://www.taboola.com/marketing-hub/how-to-generate-leads-on-linkedin/ Last Modified: 2025-07-24 10:08:54 Digital leads can be a goldmine for generating new business. While it can be hard to pinpoint where to concentrate your dollars and time, it’s safe to say that, with more than 1 billion members globally and 300 million active monthly users, LinkedIn is the premier destination for B2B lead generation. In fact, 40% of B2B marketers say the professional networking and career platform is their top channel for driving high-quality leads. LinkedIn also drives a notable 46% share of social traffic to B2B websites. ## Why Your Business Should Generate Leads on LinkedIn Aside from its massive popularity as a career networking platform, LinkedIn directly connects businesses with potential clients. Here are some key reasons why your business should consider LinkedIn as a lead-generation hub. ### Superior Lead Quality More than 67 million companies are active on LinkedIn, with four out of five users driving business decisions, making the platform an ideal place to connect with the right people who have purchasing power. An overwhelming majority of B2B marketers also use LinkedIn ads to generate leads, and the ROI is well worth it: The average cost per lead on LinkedIn is $47.50 across all sectors, and LinkedIn generates 80% of B2B leads, with X and Facebook trailing at 13% and 7%, respectively, per Straits Research. ### Established Credibility and Trust LinkedIn is a trusted source of information and insights for professionals, a place where more business executives and industry thought leaders are building an engaged audience and growing their personal following. They’re also turning to short-form video (much like you see on TikTok and Instagram), which LinkedIn’s algorithm prefers. ## 4 Ways Digital Marketers Can Generate Leads on LinkedIn Ask any LinkedIn influencer and they’ll likely agree that generating leads on the platform starts with building trust and authentic connections. The spray-and-pray hard sales pitch won’t get you far on a platform where users want to do business with people and brands they know and trust. ### 1. Optimize Your Company Profile Before sending a direct message (DM) or posting, give your brand’s profile some attention. From the headline and featured posts section to the banner and “About” section, make sure your profile speaks clearly to the audience you want to attract and that the profile conveys who you serve and the problems you solve. Your company’s profile should be professional and engaging, and include keywords relevant to your industry. Don’t forget to provide clear contact details and make use of the featured posts section. Include testimonials in the recommendation section, case studies, and a clear value proposition that speaks to your audience’s pain points. ### 2. Use LinkedIn Tools to Your Advantage LinkedIn has two helpful tools for businesses: Sales Navigator and Lead Gen Forms. The first is a powerful lead-generating machine because it allows you to build targeted lists of prospects and message them directly. With over 40 advanced search filters, you can precisely target potential clients based on industry, job title, company size, and other relevant criteria. Meanwhile, Lead Gen Forms auto-populate with user profile data, reducing friction in the submission process and increasing completion rates. They’re a huge help for webinars, white papers, and other gated content offers you share on the platform. What’s more, Lead Gen Forms on LinkedIn can increase conversions by 3x, per SocialPilot. ### 3. Be Authentic LinkedIn, like other social platforms, is grappling with a flood of AI-generated comments and posts, which removes the human connection from networking. However, businesses and leaders who bring their authentic voices and experiences to the forefront stand out in a sea of AI slop. Brianna Doe, founder and CEO of boutique marketing agency Verbatim, says she saw her business leads and connections accelerate when she “stopped treating LinkedIn like my own personal soapbox and started treating it like a conversation.” “The right people always find you when you’re being real,” Doe adds. “Make sure you’re engaging, too — finding people whose content you like, participating in conversations, and actually connecting. That’s where the real magic happens.” That magic has translated into a full book of business as Doe’s visibility has risen on the platform. Other LinkedIn influencers with large followings have also catapulted their business leads, earnings, and personal brands with similar strategies. ### 4. Create a Content Marketing Strategy In 2024, 87% of marketers reported that content marketing generated demand and leads, up 11% over 2023, according to the Content Marketing Institute (CMI). Regular posting of thoughtful, valuable content establishes your expertise and attracts potential clients. Doe, for example, concentrated her LinkedIn content around the launch of her business, taking a “build in public” approach to posting about her entrepreneurial journey — and it paid off. “When I decided to start posting, I did it with one goal in mind: Treat it like a professional journal,” says Doe, who now has more than 240,000 followers on LinkedIn. “I thought I’d write mostly about marketing, but what I kept coming back to was my career: What I’d done well, where I’d stumbled, and what I wish someone had told me earlier.” It’s these personal, yet professional touchstones that cut through the noise and give the audience something relatable to latch onto. ## Effective Content Types for Generating LinkedIn Leads ### Multi-Image Posts These posts garner great engagement because you can add up to 20 images as well as text. They create visual interest and allow you to tell a compelling story across multiple frames. Many creators on LinkedIn use Canva or other software to create publish-ready image posts for the platform with right-sized text and graphics. ### Videos Video is king on most social platforms, and LinkedIn users are seeing a flood of video content like never before. That’s not surprising: Video posts have the highest share rate among other types of LinkedIn content. To make your LinkedIn videos stand out from the crowd, keep them short (under one minute) and informative. Focus on solving your ideal customer profile’s (ICP) problem with a clear, compelling solution. You also don’t need fancy equipment or overly polished editing — an iPhone video works just fine so long as the audio and video are clear. ### Text-Only Posts Unlike TikTok and Instagram, which are primarily video and image platforms, LinkedIn is still the go-to destination for thoughtful, engaging writing in text posts. A complimentary image can help attract views, but content quality and what you have to say is what really moves the needle, Doe points out. “I’m a writer first — that’s what drew me to LinkedIn in the first place,” Doe admits. “I’ve found that what works best for me and my audience is strong writing, a clear perspective, and a little vulnerability.” ### Personal Experiences and Case Studies LinkedIn is a social media platform, so including your own personal stories or stories from your employees about how they achieved a certain result, is a great way to snag your audience’s attention. These authentic perspectives create connections and demonstrate real-world expertise. Customer case studies are another great way to stand out from your competition. Including photos, eye-catching infographics, or short video testimonials would be the icing on the cake. ### Contrarian Viewpoints Going against the grain with an opinion or perspective that defies conventional wisdom can be risky. However, it can also pay off, earning respect and winning engagement by sparking curiosity, interest, and conversation in the comments. It’s also a great way to show off your thought leadership and expertise. Keep in mind that some topics can be dicey, and your comment section could get spicy with opposing viewpoints. No matter how touchy the topic, LinkedIn is still a professional site and what you do and say is visible to millions of people — and potential clients. ## What Not to Do When Generating Leads on LinkedIn LinkedIn can be a great place to find new business and build lasting connections. Here are some missteps to avoid as you prospect for leads: ### Being Too Generic Personalization on LinkedIn is key. Yes, it’s a professional networking site, so your tone and approach will be different from Instagram or Facebook, but people still want authenticity. They don’t want to be served generic content or corporate sound bites — especially when you sell in the DMs, your content needs to be personal. ### Focusing on Quantity Over Quality Again, LinkedIn is more about substance than trying to be everywhere all the time. Instead of focusing on lead volume, delve deeper into your pipeline and focus on quality leads who are most likely to do business with you and engage with your brand. Consider metrics like lead quality, conversion rate, and deal size rather than raw numbers or vanity metrics like post impressions, likes, or comments. ### Relying on Poor-Quality Lead Magnets Your LinkedIn lead gen campaign is usually built around an asset, like a white paper, ebook, or free trial, AKA, a lead magnet. But here’s the thing: If it’s a low-quality asset, offering basic information that’s available through a quick Google search, it’s not going to pay off. Invest in creating valuable, unique resources that not only showcase your expertise but also provide real value and earn trust with your target customers. ## Key Takeaways When trying to generate leads on LinkedIn, you need to create a comprehensive strategy that includes revamping your profile, content marketing, targeted outreach, and engaging with your ICPs on your own posts and in their comments. Focus on quality over quantity, both in content and when connecting with potential leads. Use LinkedIn’s native tools, like Sales Navigator and Lead Gen Forms, to streamline your outreach, and track and analyze results to improve on performance, focusing your efforts on high-ROI engagement. ## Frequently Asked Questions (FAQs) ### How often should a business post content on LinkedIn to generate leads? LinkedIn says that companies that post at least weekly see a 2x lift in engagement with their content. Whether it’s daily or once a week, consistency is key. Also, don’t forget to engage regularly with your ICPs in the comments and seek out opportunities to contribute to conversations on other profiles (and make sure to tag others where appropriate). This approach helps build visibility and connection for your brand. ### Which LinkedIn ad formats are best for lead generation? LinkedIn Sponsored Content is a popular ad choice, as its simple setup and visible placement gives you the most bang for your buck. Lead Gen Forms are also useful, since they’re integrated with LinkedIn ads, making it easier than ever to capture quality leads. When a potential lead clicks your ad, they’re presented with a form instead of being redirected to an external site. The best part? LinkedIn auto-fills this form with their profile data, helping automate the lead-capture process. --- ### Best Alternatives to X Ads (formerly known as Twitter Ads) URL: https://www.taboola.com/marketing-hub/twitter-ads-alternative/ Last Modified: 2025-11-13 12:29:41 Since it burst onto the social networking scene in 2006, X (previously Twitter) has grown to become one of the most dynamic and diverse of all digital platforms. Inviting users to broadcast their thoughts via brief posts, or tweets, the site is built on the concept of discovery, delivering news, information, and user commentary in a micro-blogging format. Its vast reach has made the platform appealing to marketers in both the B2C and B2B space. Focusing on hashtag and keyword targeting, X ads (Twitter ads) can help brands reach their desired audience segments by honing in on their interests. X’s advertising opportunities range from static images to videos, carousels, and more. Twitter / X boasts a user base that spans age, gender, geographic location, and interests. This diverse audience offers ample opportunity for brands to identify and connect with their target customers, which means that X advertising can drive meaningful engagement online. Another notable advantage of advertising with X is its integration with other platforms and digital channels. The platform allows advertisers to extend their reach and amplify their message across multiple touchpoints by combining X with other advertising efforts. In this way, marketers can create cohesive campaigns that resonate with their target audience to generate measurable results. All of that said, although X has a colossal user base of over half a billion for which it is considered one of the biggest paid traffic sources for advertisers, its network reach is still significantly smaller than that of Facebook/Meta, leading some marketers to look for other options. Is advertising on X worth it? We have your answer, along with a roundup of the most effective and worthwhile X ad alternatives. Let's dive in. ## The 5 Best X Ads (Twitter Ads) Alternatives When it comes to social media engagement, there's no question that X can deliver. It offers access to an active, engaged audience with high potential to convert and boost e-commerce ROI. Even so, just as with any other social media platform, working with X on your campaign has its pros and cons. One of the major advantages of X paid advertising compared with other social marketing platforms is that it attracts a highly educated and opinionated user base. X is particularly popular in the U.S., making it a good platform for reaching niche audiences like business decision makers and shoppers with larger incomes. Since Elon Musk's acquisition of Twitter in 2022, the average age of the X users has lowered to between 18 and 29 (Hootsuite), with the next largest age group in the U.S. between 25 and 39 years old. Close to 30% of Americans who have a college degree use X, and this is also the percentage of Americans who make $100,000 per year. You may hear people say that X has its "finger on the pulse" of society, meaning that it's a go-to platform for real-time updates on news, current events, and even word-of-mouth. More than 70% of Americans on X use it as a source of news, while 42% visit in order to discuss politics (Flexxable), and everyone from celebrities to politicians, journalists, comedians, and activists turn to X to engage with each other and the world at large. If your target audience falls into one of these categories, or your goal is to connect with educated and engaged consumers, it's bound to be an attractive choice. If you're accustomed to using Facebook or Google Ads, though, you may be disappointed when you seek out an alternative social media platform. X isn't known for its conversion tracking; marketers generate approximately one in ten leads on X (Flexxable), resulting in lower-than-expected ROIs. That means advertisers are often incited to use third-party tracking sites like Google Analytics. Finally, while it always takes time to adjust to using different platforms, X’s user interface is notoriously hard to navigate. Setting up a new advertiser account can take up to two weeks, and you may not notice results right away. So, what's the best alternative to X? Take a look at the following options to learn how you can maximize your investment to reach the right customers and take your digital budget farther. ### 1. Google Ads Display The first thing to know about Google Ads is that they can take on a variety of forms. This alternative to X Ads offers both search and display categories, with Search Network campaigns running on Google's search engine while Google Display Ads appear across websites, apps, and other Google-owned properties like YouTube. Both can help you achieve your marketing objectives; it's just a matter of knowing your goals and where your target customers spend their time. Google Search and Display Ads are custom-built for your target audience based on keywords, similar to the hashtag principle used by X. They also appear on Google-affiliated websites and apps, frequently featuring visual content. Google has a reputation for being tricky to master, so keep in mind that there's a learning curve involved in advertising on this platform. You'll likely need to invest some time and energy into familiarizing yourself with Google Ads Manager before you can produce an effective campaign. Key Features - Both Google's Search and Display Networks have a massive reach within Google's extensive ecosystem. There are a number of different campaign types and ad formats to choose from, including Text (aka Search), Image, Responsive, App Promotion Ads, Video, Shopping Ads, and Call-Only Ads. Advantages - Google can connect marketers with a high-intent audience of consumers that are actively searching for products or services—and thus are more likely to convert. With a large pool of data at your disposal, you can optimize your campaigns for maximum effectiveness. Considerations - Because of its popularity among both consumers and advertisers, Google Search Network may be competitive in certain industries. The Display Network is a valuable alternative, though. While the Cost per Click (CPC) rate on Google Search averages between $1 and $2 in the U.S., Display Network CPCs run even lower, averaging less than $1 (WordStream). (Source: Google Ads Help) ### 2. Facebook Ads / Meta Ads If you want a Google ads alternative, it's smart to consider Facebook Ads. Part of the Meta network of products and services that includes Instagram, Threads, WhatsApp, and others, Facebook provides access to more than 3 billion monthly active users worldwide (Statista). Meta has become one of the most widely used ad networks in the world, second only to Google. Like Google, it offers location-based targeting, demographic targeting, consumer behavior, and data on user interests to help marketers reach their coveted core audience. You can also add a Facebook pixel to your website to retarget customers who have recently demonstrated intent toward purchasing your product or a comparable one, thus reminding them of their initial interest to drive more conversions. Key Features - Facebook is the most widely-used social media platform today, followed by YouTube, providing access to countless potential customers. Advantages - Facebook's targeting capabilities are typically more advanced than those of other social media platforms, making this X competitor a great choice for marketers eager to reach a niche audience and get granular with their campaigns. Considerations - As an alternative social media option, Google isn't the easiest platform to navigate in terms of ad management. It isn't as inexpensive as it used to be, largely because it attracts so many advertisers, thus creating a very competitive space. ### 3. Quora Ads In recent years, user-generated question-and-answer site Quora has become an increasingly popular way to reach brand's targeted audiences. Businesses can use Quora Ads to target based on keywords, location, interest, and more, making this X competitor a good alternative social media option. While Quora may require some trial and error to find out what works best for your business and brand, it can connect you with 400 million monthly unique visitors who are actively searching for information about more than 300,000 topics on the site, and thus very alert and engaged. Key Features - With Quora, you can reach users who are asking questions about topics directly related to your business. Targeting by interest in this way can take you straight to the most qualified potential customers. Advantages - Connecting with users who are actively seeking information is also a great way to promote thought-leadership for your brand. It provides an opportunity to demonstrate your expertise, which can build credibility and trust in your services and products. Considerations - Keep in mind that Quora has a more niche user base compared to other platforms, which tend to reach a broader audience. Still, half of them have a college degree and more than 40% have a household income that tops $85,000 per year, so overall this high-quality audience could be appealing. (Source: Quora for Business) ### 4. Reddit Ads Much like X, Reddit has grown to become an important part of popular culture, attracting a loyal audience of users who make it a part of their daily lives. Founded in 2005, this online social media forum is a place where people can go for news and socially-curated content, which site members can help amplify through voting. As of 2023, Reddit has 850 million monthly active users—more than Snapchat, Pinterest, and LinkedIn (Business of Apps). In 2023 alone, its daily active users grew from 60.3 million to 73.1 million (Backlinko), and it offers plenty of advertising opportunities for marketers to take advantage of its impressive reach. Like many digital advertising platforms, Reddit offers an auction-based system for ad placements that puts brands in competition with each other for ad space. The advertisers with the highest bids get more prominent and relevant positions, which means that advertisers compete against each other for ad space. Reddit's targeting options include subreddit targeting (which allows you to target users who are interested in specific subreddits, or specific topics of conversation) and demographic targeting (which allows you to target users based on factors like age, gender, and location). Ad types are varied and include Promoted Posts, Free-form Ads, Image Ads, Video Ads, Carousel Ads, Conversation Placements, Product Ads, Ask Me Anything events, Takeovers, and more. This diversity of choice gives businesses more flexibility when it comes to how they present their content. Key Features - Among X alternatives, Reddit offers unique opportunities for businesses looking to connect with engaged audiences. The platform is fueled by authenticity, niche targeting, and community interaction. Advantages - Users on Reddit value authentic interactions, making it an ideal platform for genuine engagement. Due to the fact that it's a less crowded space for advertisers, ad rates are lower than other platforms, which is a perk for brands on a budget. If the cost of advertising on X is an issue for your business, note that Reddit boasts an average CPM of just $0.20 (Forecom), while X CPMs sit at $1.73 (Gupta Media). Considerations - With Reddit Ads, you can align your advertising efforts with ongoing discussions among your target customers for a more organic reach. (Source: Reddit for Business) ### 5. Taboola A list of best alternatives to X wouldn't be complete without Realize. Realize is a performance platform designed to prioritize mid-to-bottom of funnel users to drive conversions. With advanced AI, you will be able to identify and qualify high-intent users to turn them into loyal customers and leverage cost-effective creative formats and placements. By using Realize, advertisers will partner with platforms that deliver meaningful, scalable results. Key Features - Ad placements beyond Search and Social. - AI Audience targeting. - Real-time analytics. - Creative flexibility. - Optimization and maximization of middle-to-bottom of funnel performance. Advantages - Reach new audiences qualified for conversions, full transparency and control over your campaigns, AI-powered creatives and placements, and performance with a global network of vetted publishers, expert support for ad compliance, pixel integration, and customized creative support. Considerations - Know what to do with the extra marketing budget you'll have left. ## X Ads Alternatives: Conclusion While comparable in many ways to other social media channels and advertising platforms like Facebook, X leans heavily into hashtag and keyword-based audience targeting solutions. You might find this leaves some gaps in your marketing strategy. But that's where X alternatives come into play. Any of the aforementioned advertising solutions can be combined to create a cohesive and effective marketing strategy. Finding the right mix for your brand to develop successful ad campaigns is a simple matter of experimentation, testing, and optimization. Native advertising should be a part of your marketing plan, particularly as consumers continue to grow disenchanted with banner ads and disruptive online ad experiences. In many ways Taboola is the best alternative to X, bringing a fresh, effective advertising solution because: - Native ads appear on trusted websites rather than interrupting the user experience - Taboola engage more than 600 million daily active users worldwide on premium websites around topics like news and entertainment In summary, Taboola's precise audience targeting and cross-channel integration makes it an excellent X alternative, and a must-have addition to any marketing plan. --- ### Boost Your Revenue: Key Insights from Skimlinks' Q2 2024 Publisher Playbook URL: https://www.taboola.com/marketing-hub/q2-publisher-ecommerce-playbook/ Last Modified: 2026-06-22 08:50:08 The latest figures are in: retail purchases climbed by 0.7% in March from February, with e-commerce leading the surge in eight out of thirteen retail categories, signaling a clear trend. That points to a story of opportunity and Q2 revenue growth for publishers, but success hinges on knowing your audience – their changing habits, shopping triggers, events piquing their interest, and the content that makes them click that Buy Now button. Luckily, there's no need to spend hours researching to find this information. Skimlinks' US Q2 2024 Publisher Playbook has all that intel and more. Consider it your key to unlocking your content strategy and maximizing your ecommerce revenue stream. Skimlinks, a Taboola company, has a unique vantage point—its partnerships with 60,000 publishers and 48,500 merchants, who drive $6.3 million in sales daily, give it a wealth of data to analyze. The team sliced and diced this data, extracted actionable insights, and packaged it into this latest playbook. Curious about what's inside? Here's a glimpse: Be laser-focused with event-centric shopping guides. Consumers need inspiration and advice. By directing readers to top revenue-driving merchants from top-performing verticals, you'll tailor the content to match what consumers want to buy and boost commissions. For Mother's Day, think of flowers from UrbanStems, stylish clothes from Anthropologie and Coach, and stunning jewelry from Abbot Lyon. A deal's appeal comes down to age. Although consumer optimism is improving, who doesn't love a deal or discount? However, not all incentives resonate with consumers. Push Buy More, Save More promotions to Millennials, but skip them if your audience is mostly Baby Boomers; that said, everyone loves free shipping. Consumers are already making summer-oriented purchases. Launch summer-focused content now, paying particular attention to the products from the retail verticals that achieved the greatest year-over-year commission growth across summer-related content last year. Some categories seem apparent, like Travel Accessories and Cycling; others, such as Sex Toys and Streaming, present an opportunity since your competitors might not know about this insider data-supported tip. Today's shopper is purpose-focused. More than half of consumers prefer a 'straight-to-the-point' e-commerce experience versus a 'fun to browse' approach. That means you need to balance engagement with readers' mission-driven priorities. Create thorough product guides that lead them directly to the items they are searching for without much fanfare. Go for the biggest commissions. Leverage the fact that consumers are now coughing up more cash for in-person experiences, like travel, by tapping into trending content themes, such as all-inclusive resorts, family vacations, and tours for singles. Bonus tip: Add 'vacation' to URLs - it's proven to increase traffic and boost commission. No free return policy, no spot in your content. Check merchants' shipping, delivery, and return policies. Over 50% of consumers won't purchase from merchants if they don't offer free returns, so promoting those will waste your time and annoy your audience. Replace those merchants with ones that have return less refund policies, a factor that motivates 65% of shoppers to buy. The time to act is now. Consumer spending is on the rise - the opportunity is yours for the taking! Download the Skimlinks US Q2 2024 Publisher Playbook and get ready to watch your e-commerce earnings soar. --- ### Alternatives to LinkedIn Ads: Best Advertising Platforms URL: https://www.taboola.com/marketing-hub/linkedin-ads-alternative/ Last Modified: 2025-11-13 12:55:15 With a user base of more than 900 million professionals, there's no question that LinkedIn is a powerhouse in the B2B space. The business-focused social network, now owned by Microsoft, has been growing since 2003, and its potential to transform a company's outreach strategy is undeniable. Business brands of all sorts consider LinkedIn when devising their marketing campaigns with the objective of reaching engaged professionals. Like most marketing channels, though, LinkedIn has its pros and its cons. On the one hand, it offers precise targeting capabilities that enable brands to hone in on their most desirable customers. In fact, LinkedIn is the only platform that offers user data related to factors like occupation and workplace for its high-quality audiences of professionals. This makes it easier for B2B brands to target users based on company and specific role. If activity-based management (ABM), a method of analyzing business profitability, is an important part of your strategy, LinkedIn may be a good fit. Something else to keep in mind, though, is that users spend considerably less time on LinkedIn than on other social media channels—7 minutes per day, compared with 31 minutes on Twitter / X and 33 minutes on Facebook (Sprout Social). That, in turn, makes it harder for marketers to generate the required impressions, especially when you consider that LinkedIn caps ad frequency at one creative asset per individual every 48 hours. It probably goes without saying, but LinkedIn isn't the best choice for B2C campaigns. Since the platform focuses primarily on professional networking, it likely isn't ideal for marketers aiming to reach a wider or more varied audience—for example D2C (direct-to-consumer) brands, which would see limited scope and impact. Good news, though: there are several social media alternatives and other paid advertising options for marketers to choose from. If you're looking for a LinkedIn alternative, you've come to the right place. ## LinkedIn Ads: Important Considerations Before Choosing Your Platform Before we dive into other sites like LinkedIn for your brand to choose from, let's take a closer look at the platform and why it's a practical option for B2B brands. It offers unique features that range from exceptional targeting tools to an audience that appreciates content tailored to their industry. B2B marketers looking for a broad audience of active and engaged professionals will find that LinkedIn makes good sense. But before you hop over to LinkedIn ad manager and launch into a new campaign, note that other websites like LinkedIn could be an excellent alternative. As mentioned, marketers and entrepreneurs with distinctive goals around connecting with decision makers may face a few challenges. Something to note is that LinkedIn ads can be costly, and that compared to other social channels, LinkedIn is the most expensive platform for ad campaigns. It generally requires a larger investment than ads on competitor sites like Facebook and Google. Higher Cost per Click (CPC) and Cost Per Mille (CPM, or cost per 1,000 impressions) rates can pose a problem if you hope to boost e-commerce ROI (Return on Investment). As we explore other sites that are similar to LinkedIn, don't just consider LinkedIn ad specs but also factors like social media engagement and how best to convert platform users into customers by concentrating on their interests, behaviors, and needs. ## The 5 Best LinkedIn Ads Alternatives If you're wondering where to start when it comes to assessing social media alternatives and finding the best ad platforms, look at your business objectives. Your unique goals, target audience, and the nature of your products and services should guide both your strategy and your decisions. Taking all of this into consideration, there's a real benefit to integrating multiple different platforms into your marketing strategy. Diversifying your media mix in a deliberate and cohesive way allows marketers to increase visibility and boost campaign KPIs (key performance indicators). Whether you go with Google Ads, Meta Ads, Microsoft Advertising, X Ads, Quora Ads, or native advertising, combining these platforms and aligning your strategy with their unique strengths is a viable way to boost your ROI and ROAS (Return on Ad Spend). As always, don't forget to track, monitor, and optimize your ad placements. As with any digital marketing campaign, experimentation is an essential part of ongoing success. That includes testing different ad creative, targeting parameters, and campaign strategies without committing significant financial resources upfront. This way you won't take a big financial hit if a platform simply isn't working for your brand and marketing needs. And now, here are some LinkedIn alternatives that should be on your radar, along with the information you'll need to take your marketing to the next level. ### 1. Google Ads Let's start with Google Ads. This Pay per Click (PPC) advertising platform is a place where brands can tap into a vast amount of inventory across both search and display networks. There are a number of targeting tools to choose from that can help you tailor your ad delivery to the audiences you hope to reach. Google Ads can effectively target both B2B and B2C customers, and can also drive qualified traffic and leads. Google is a great way to reach engaged shoppers while they're actively searching for information about specific services and products through search queries. It's crucial to note that given Google's size and status as the world's most-frequented search engine, your competitors are almost surely using Google search ads. If one of your objectives is to stay relevant and top of mind for your target audience, you may want to purchase ads on Google and maintain an ongoing presence there. Key Features - Ad format options range from Search to Display; Shopping; Video, App; Discovery; Local services; Performance; and goal-centered, cross-channel campaigns. Advantages - Google's search engine dominance and massive search presence can't be overstated. It offers access to a high-intent audience that could be actively searching for products like yours. Considerations - While Google Search Network may be very desirable for brands in certain industries, the Display Network is a valuable alternative boasting Google CPCs as low as $1. (Source: Google Ads) Explore the best alternatives to Google Ads for 2025. ### 2. Microsoft Advertising If you're looking for a Google ads alternative, consider Microsoft Advertising. Another PPC advertising platform, Microsoft Ads began as Bing Ads and was rebranded in 2019. The rebrand focused on AI and personalization, and since then Microsoft Advertising has expanded to become a leading global platform for search campaigns. Its properties include Bing, AOL, and Yahoo Networks. A big perk of Google Ads is the extent to which it allows users to manage their campaigns and achieve their marketing goals. Although both Google and Microsoft's search engines offer paid ads options and related support and even share similar ranking criteria, other factors set them apart. Search volume is one example of this. Google boasts a greater number of online searches compared with Microsoft, which has a direct impact on its ability to generate impressions, clicks, and conversions. As of July of 2023, Google had a global desktop search market share of close to 82%, while Bing's market share was just 10.5% (Statista). Consider, though, that this means Bing and Microsoft Ads are less competitive, and that brands stand to pay less in order to reach their target customers. Key Features - Search integration and audience identification tools allow businesses and brands to leverage Microsoft's technology for extreme targeting precision. Advantages - Since it has less search volume than Google, and is structured differently than LinkedIn, Microsoft Ads exist in a less competitive environment. That means it's generally less expensive to advertise on Microsoft than on LinkedIn. For brands interested in coupling Microsoft with a LinkedIn campaign, you can take advantage of its integration function and reach LinkedIn profiles directly for enhanced B2B targeting. Considerations - Because Microsoft has a smaller user based and search engine market, marketers have a smaller pool of potential customers at their disposal. (Source: Microsoft Advertising) ### 3. Twitter / X X, formerly known as Twitter, remains a powerful discovery-based social platform with more than half a billion users. Twitter Advertising can be leveraged to promote anything from brands to products or services, enabling marketers to target based on criteria and campaign goals like brand awareness, lead generation, and conversions. With Twitter, B2B brands can reach decision makers by taking full advantage of targeting options designed to generate leads. These include demographics, interests, and behaviors, and are well-suited for lead generation and driving high engagement rates. It's wise to explore the many ad formats that Twitter has to offer—like Promoted Tweets, Promoted Accounts, and Promoted Trends—as these allow for both creativity and flexibility. Video ad formats make it easy for advertisers to showcase their messaging in-stream, seamlessly integrating into organic Twitter content. Key Features - Twitter advertisers can boost the visibility of their tweets to a wider audience through formats like Website Ads, App Ads, Vertical Video Ads, Carousel Ads, and Collection Ads. Advantages - Twitter lets you engage with your audience through real-time conversations, and utilize hashtags to amplify your message and boost visibility. Considerations - On Twitter, content may have a shorter lifespan in-feed. Twitter Ads can be pricey as well, and they must go through a review and approval process that may have you waiting anywhere from 48 hours to several days (or up to 2 weeks in some cases) to launch your campaign. You can compare Twitter to it best competitors in the market here. ### 4. Quora A roundup of LinkedIn alternatives wouldn't be complete without Quora. Quora Ads enable businesses to reach their target audience on the Quora platform, a social Q&A website. On Quora, ads appear when users conduct keyword-based searches. The ads themselves can be targeted to users based on their location, interests, and additional factors like the nature of their queries—and since Quora has 400 million monthly unique visitors, half of which have a college degree, it's a good place to reach decision makers for you B2B products. When it comes to incorporating Quora into your marketing strategy, it works well as a supplementary social platform that can open the door to a new audience. Because it's Google AdSense-approved, marketers can run Google Display Ads on Quora. These are usually placed on the right side of the desktop or mobile screen. Where value is concerned, it's also important to note that Quora is one of the most widely-used platforms for Off-page Optimization—meaning marketing activities done outside the confines of a search engine that can positively impact your brand's search ranking. Quora's blogs are known for being successfully indexed and driving traffic to brand sites. Key Features - Marketers can reach users who ask questions relevant to their business through ad formats like Video, Text, Image, Promoted Answers, and Lead Gen Forms. Advantages - You can also connect with users actively seeking information, positioning and promoting your brand as a thought leader and subject matter expert. Considerations - While offering an engaged audience, Quora's user base isn't as broad as that of other social sites. (Source: Quora for Business) ### 5. Taboola We've mentioned the importance of diversifying your media mix, and adding Realize performance platform to your strategy is a terrific way to start. Realize is powered by AI to boost engagement by attracting users who are most likely to connect with your brand or product, and drive new leads and customers at scale. Key Features - 1st party audience targeting solutions - High transparency and control for campaign management and optimization - Tailored creative solutions, seamless asset creation, and brand suitability tools - AI-powered audience targeting for scalable ads Advantages - Drive more actions in the consideration and conversion stages - Maximize your ROI - Expand beyond exhausted advertising channels such as Search and Social - Expert support - Minimize efforts on creatives     ## LinkedIn Ads Alternatives: Conclusion Compared with other social channels, LinkedIn boasts access to a primarily B2B audience of professionals, along with work-oriented content. It's a costly marketing platform—but used in tandem with LinkedIn alternatives like Google Ads, Microsoft Ads, and of course Taboola can lead to an effective advertising strategy that helps to drive traffic and build credibility for your brand. Native advertising platforms are a game-changer for both B2B and B2C brands, largely because of the unobtrusive nature of native ads. They're economical, effective, and engage more than one billion relevant users across premium publishers. The result is an ad experience consumers appreciate—and just the kind of successful ad campaign you're looking for. --- ### E-commerce’s Seasonal Gold: Insights from Connexity’s Q2 2024 Playbook URL: https://www.taboola.com/marketing-hub/q2-online-shopping-trends/ Last Modified: 2025-06-09 11:48:00 In Q2 2023, consumers opened up their wallets for online purchases, resulting in significant year-over-year growth for the e-commerce sector. That wasn't a fluke! Major shopping sprees around Memorial Day, Way Day, and Father's Day fueled those sales. With the US e-commerce market on track to hit $757.3 billion this year and those same holidays and more right around the corner, one thing is clear: consumers are still flocking online to shop. If boosting revenue through e-commerce is a business objective, that should be music to your ears. But to truly thrive, you need to design your content strategy around the most up-to-date insights. Connexity's US Q2 2024 Publisher Acquisition Playbook is the must-have manual for publishers. It's packed with trend forecasts and consumer behaviors that will not just inform but transform your content into a revenue-generating powerhouse. And Connexity, a Taboola company that enables publishers to add 100 million product offers to their site, is perfectly positioned to spill the tea and share what motivates consumers to make purchases; after all, they drive $1.3 billion in retail sales annually. Let's take a peek behind the playbook curtain: Celebrations spur traffic spikes and sales. Q2 is packed with holidays and events: Mother's Day and Memorial Day are in May, and June is home to Pride Month, Father's Day, and the First Day of Summer. Create specific content for each of these events and publish the content a few weeks before the big day to catch early bird shoppers. Focus on promoting products in the top-performing verticals. As the weather coaxes consumers outside, the retail categories that see the biggest benefit are Home & Garden and Sports Equipment & Outdoor Gear. With gift-giving holidays in the mix, products from the Clothing & Accessories and Gifts, Flowers & Food categories also result in clicks and purchases. Gift guides are your golden opportunity. Year after year and holiday after holiday, gift guides reign supreme. Invest in creating top-notch guides. Focus on personalized gifts, flowers, and jewelry for Mother's Day; grilling accessories and high-tech gadgets are always big winners for Father's Day. Consumers value bargains over brand loyalty. Value-driven shopping habits reflect the times—persistent inflation and economic anxiety. Consumers prefer getting the most bang for their buck, so pepper your content with the best deals and holiday sales and call that out in content titles to attract attention. Consider your audience's age. Purchasing decisions vary tremendously between different generations. Younger consumers (Gen Z and Millennials) tend to purchase beauty products; Boomer buying trends point to health products, pet supplies, and gardening. Tailor your content with an eye towards the broader trends, but don't overgeneralize; keep your ideal customer in mind, focusing on how and what they buy. Spring is a time for fresh starts. When consumers think of Spring, the word cleaning is close behind. Across Taboola's network, content related to 'spring cleaning' experienced a 69% increase in traffic. Turn that trend into revenue with content about the best cleaning supplies and hacks for a spotless home. These are just a handful of the trends discussed in the playbook. With the right strategy in place, a slice (or two) of the growing e-commerce pie can be yours, but time is of the essence! Download Connexity's US Q2 2024 Publisher Acquisition Playbook – it has all the insights you need to maximize your revenue stream this quarter. --- ### Alternatives to Meta Ads: Try These Instead of Advertising on Facebook and Instagram URL: https://www.taboola.com/marketing-hub/meta-ads-alternatives/ Last Modified: 2025-07-15 08:24:01 Facebook and Instagram, owned by Meta, remain two of the most popular advertising platforms thanks to their wide reach and mid-low ad costs. However, advertisers are turning to Facebook ads alternatives as they realize the risks of spending their whole ad budget on Meta’s channels. Most notably, Meta ads campaigns can reach a saturation point, causing results to plateau even while prices increase. Facebook, Instagram, and even Google also lock their data behind walled gardens, making it tough for advertisers to measure attribution and optimize online marketing campaigns for different channels. That’s where Meta ads alternatives can help. By diversifying their spend, brands can tap into new and unique audiences across the web and even build on their social media engagement, more effectively driving website traffic and conversions. That’s why it’s so important to consider Facebook, Instagram, and Google ads alternatives — so you can innovate beyond saturated social platforms and continue to enhance performance results. In this article, we'll delve into the pros and cons of advertising on Facebook and Instagram, and explore advertising alternatives to Facebook to help you achieve your business objectives and improve attribution. ## Facebook and Instagram Advertising: Important Considerations Before Choosing Your Platform It’s important to thoroughly research and assess Facebook and Instagram ads alternatives to find the most effective advertising solutions for your campaign goals. When considering these alternative advertising platforms, be sure to ask these three questions: - Who is your target audience? Understand exactly who you are trying to reach by identifying your audience demographics, interests, preferences, and behaviors. With this information, you’ll be able to personalize messaging to each customer’s needs. - Where are your customers most engaged? Once you’ve narrowed down who your target customers are, find out where they’re most active online. Are they posting about their work on LinkedIn, live-streaming on TikTok, or commenting on articles across publisher sites? These are the platforms you’ll start to consider adding to your media mix. If your customers use apps more than they do search engines, for example, you might look for a Google Ads alternative. - What’s your advertising budget? To start, consider choosing a few platforms and running small test campaigns on them to see which are most effective among your target audience. You might also use one platform to cast a wide net and build awareness, and another to retarget audiences and drive conversions. Be sure to build some cushion into your budget so you can optimize campaigns as needed based on audience response. ## Pros and Cons of Facebook’s Ad Platform Before exploring Facebook competitors, let’s unpack the biggest advantages and drawbacks of Facebook as a paid advertising platform. The most notable pros of launching Facebook ads include: - Granular targeting. Facebook offers advanced targeting options so advertisers can narrow their audiences by location, age, gender, language, interests, and other custom settings. - Wide reach. Facebook is the most widely-used social media platform with over three billion monthly users (Statista) and a diverse user base of customers, making it a suitable advertising channel for both B2B and B2C businesses. Still, these benefits don’t necessarily make Facebook one of the best advertising platforms. That’s why advertisers might consider exploring a Facebook alternative to help boost e-commerce ROI. Going further, the biggest cons of FB advertising include: - Declining performance. Since iOS 14 introduced new privacy protections for users, Facebook’s reach and targeting capabilities have declined. Now advertisers need to spend to test more audiences until they find the targeting parameters that work for them. - The walled garden. Advertisers can only target audiences on Facebook and its partner sites. That makes it tough to contextualize Facebook within the marketing funnel and retarget users on other channels to drive sales. Technical complexities. Just because Facebook Meta ads are widely used doesn’t mean they’re easy to use. Especially now with increased privacy restrictions, Facebook is largely moving to a CAPI (conversions through API) setup, which means advertisers will need the budget and technical expertise to set up and track their own campaigns. - Rising costs. Facebook ad costs have been steadily rising over the last several years. Meaning, if advertisers want to continue scaling their reach and driving results on the social platform, they have to invest quite heavily. Even then, performance is not guaranteed. ## Pros and Cons of Instagram’s Ad Placements Instagram has ballooned from just a photo-based platform to a complex feed of short videos, Stories, reels, and carousels. As powerful competitors of Instagram, like TikTok and Snapchat, emerged over the years, the social network was forced to adapt and overload its channel with copycat features — demonstrating its vulnerability to industry changes. Going further, here’s a look at the biggest advantages and drawbacks of Instagram ads for marketers. First, when brands advertise on Instagram, they can access the following benefits:: - Growing user base. Instagram reached 1.35 billion monthly active users in 2023 (Statista) — up from 1.04 billion in 2020. That number is expected to reach 1.44 billion by 2025, demonstrating continued growth but at a slower pace. - Shoppable ads. Advertisers can launch Instagram targeted ads for niche audiences and sell products directly on the app. They can do this by leveraging shoppable IG ads with tagged products and creating built-in shops with curated catalogs. Like Facebook, however, Instagram has its shortcomings, sending brands seeking alternative social media and marketing channels. Specifically, the most notable risks of Instagram as an advertising platform include: - Algorithm changes. As with many social networks, Instagram changes its algorithm often, which can frustrate users and marketers. By prioritizing content that drives engagement, for example, Instagram creates an environment where content from smaller creators can get buried in the feed. These changes could potentially push more users off of the platform in search of an Instagram alternative, resulting in fewer impressions available to marketers and higher costs for PPC strategies. - Over-commercialization. The proliferation of sponsored posts and Stories, disruptive ads, and influencer marketing has transformed Instagram into a largely commercialized platform. This could cause users to leave for channels with more authentic content experiences. - The TikTok problem. TikTok quickly emerged as a fierce competitor of Instagram, hooking in younger audiences with raw, off-the-cuff content. Unlike Instagram, TikTok’s algorithm allows posts to go viral regardless of the poster’s follower count, making it a more egalitarian platform for up-and-coming creators and businesses. If Instagram fails to win over this market share of hyper-engaged, younger users, the platform could face future challenges in terms of growth and sustainability. ## The Best Facebook and Instagram Ad Alternatives for Marketers Even if you’re already running effective social media campaigns, it’s essential to explore Instagram and Facebook ads alternatives to better meet your business objectives and increase revenue. It’s also important to understand the different ad formats and creative strategies for each Facebook and Instagram ads alternative, as they come with their own unique features. To help, we’ll explore five popular advertising alternatives to Facebook and Instagram: ### 1. LinkedIn Among the major advertising platforms, LinkedIn is the go-to channel for generating B2B leads, with a user base of over one billion professionals across the globe. This unique social network offers a range of ad formats, including promoted in-feed posts, sponsored messages sent directly to specific users, and PPC desktop ads. LinkedIn is also known for its granular targeting options, allowing businesses to reach people by job title, industry, and career skills. While Meta provides detailed targeting capabilities as well, they’re largely based on personal interests and attributes. LinkedIn, on the other hand, has cornered the market on workplace-based targeting. ### 2. Snapchat Snapchat may sometimes be overshadowed by competitors like TikTok and Instagram, but it’s still ranked among the five most-popular social media platforms in the world (Search Engine Journal). In fact, Snapchat boasts the largest share of Gen Z users among the major social networks — with this young demographic accounting for 51% of the app’s user base (eMarketer). While Snapchat may not have as wide a reach as Meta, its audiences are hyper-engaged, opening the app nearly 40 times a day (Snapchat). That means brands have an opportunity to use this channel to engage young audiences with less competition and potentially lower costs. To do so, they can choose from a range of ad options, including image and video ads, Story ads, and even branded lenses or filters for an interactive, AR-driven experience. ### 3. TikTok Today, TikTok is one of the most talked-about social platforms for sharing short-form videos, memes, and viral moments — bringing in 1.5 billion users worldwide (Business of Apps) across more than 20 markets (TikTok). TikTok is also another a go-to app for Gen Z consumers, who make up almost 45% of the platform’s user base (eMarketer). TikTok offers some of the most unique and innovative ad formats, too. These include TopView ads, which greet users right when they open the app; branded effects or filters; and video shopping ads, which help drive e-commerce sales directly from TikTok. Advertisers can also build their ads easily with TikTok’s in-app video editor and library of ready-made ad assets. ### 4. Twitter / X Twitter or X is commonly used for both personal and professional purposes, making it a prime platform for advertising a range of products to different audiences. With keyword- and hashtag-based targeting, X also helps advertisers tap into trending, topical conversations among niche audiences with specific interests. Hosting over half a billion users, X may not have the reach of other channels like Meta and TikTok, but it does provide unique opportunities for brands to launch in-feed ads of images, videos, carousels, or simply text. ### 5. Taboola As a leading performance advertising platform, realize: distributes ads across trusted websites all over the world, rivaling the scale and reach of even the biggest social networks. With realize:'s AI-powered capabilities, marketers can leverage direct integrations with the world’s leading DSPs and tap into an audience of over 600 million daily active users. It is important to have a performance marketing platform who knows how to focus on lower funnel stages to maximize your conversions while optimizing your ROI. In addition, Realize offers you a way to expand your reach beyond Search and Social, to target the audience which is best fit to drive actions and convert, and to minimize efforts on your ad creatives and placements.   ## Meta Ads Alternatives: Conclusion By focusing solely on channels like Facebook and Instagram, you might overlook more cost-effective options outside of Meta's display platform and miss out on opportunities to scale your advertising efforts. After all, converting a user into a customer is a nuanced journey that involves multiple platforms across a complex decision process. So consider one or more of the above alternatives to Facebook ads. By diversifying your media mix with these channels, you can better meet your campaign goals and reach untapped audiences. You can also use different platforms for acquisition and remarketing purposes, rather than sticking to just one. If you’re looking to generate B2B leads, for example, you might experiment with targeted LinkedIn Ads. On the other hand, if you’re looking to expand beyond saturated social platforms altogether, you can add native advertising to your mix and start reaching expansive audiences across the open web. Ready to branch out with trusted and proven Meta alternatives? Learn more about launching your performance campaigns with Realize. --- ### Maximizing Q2 E-commerce Sales: Insights from Connexity's 2024 Merchant Playbook URL: https://www.taboola.com/marketing-hub/q2-ecommerce-trends/ Last Modified: 2025-01-14 14:35:41 Q2 is a three-month whirlwind of holidays, sporting events, heritage months, and when people kick off their summer planning. That's a massive opportunity for e-commerce merchants and retailers like you to skyrocket your sales. Have doubts? A look back at Q2 2023 proves the point: e-commerce sales grew 27% year over year (YoY) thanks to the digital shopping frenzy that goes hand-in-hand with each celebration. This year, the US e-commerce market will be worth over $757 billion, a record-breaking number propelled by the more than 270 million Americans actively engaging in online shopping. However, with more competition than ever, how do you attract new customers and keep the ones you have coming back for more? Turn to Connexity and its US Q2 2024 Merchant Acquisition Playbook for answers. Connexity, a Taboola company, works with over 1600 retail advertisers to drive $1.3 billion in retail sales annually, so they know a thing or two about turning browsers into buyers. The playbook is overflowing with data-backed insights on Q2 traffic patterns, top-performing verticals, consumer buying habits, event-specific trends, and so much more. Think of it as a map guiding you to a treasure chest filled with shoppers and potential sales. Of course, it's up to you to seal the deal, but the playbook details strategies for that, too! Let's look at a few of the gems you'll discover in the playbook: Match your brand to the right special days. Some merchants can organically align their content and promotions with all 11 events on the Q2 calendar; others can't, and that's okay. Find the events that easily tie to your products and lean into those. If you sell flowers or personalized gifts, Mother's Day, Father's Day, and Pride Month could be your go-to events. Got sports and fitness products? Make sure to tap into Global Running Day and the fanfare surrounding the US Open Golf Championship. Savvy shoppers choose deals over brand loyalty. While some consumers remain confident, feelings of economic uncertainty have led to a pragmatic approach to spending, where finding bargains takes precedence over brand loyalty. Pushing promotions and highlighting savings will capture attention and lead to sales. Boost sales with BNPL options. The rising interest in Buy Now Pay Later options speaks to consumers' desires for immediate gratification without the upfront financial burden. This 'close the deal' strategy works well with younger consumers and those who prefer to spread costs over time without incurring debt or interest fees. Gift guides are a traffic magnet. Everyone loves a gift guide. Create guides for each event and for different types of shoppers. In Q2, early birds start hunting for deals about a month before the holiday, so be prepared in advance. But don't ignore eleventh-hour customers – they are under pressure and ready to buy; earn their holiday dollars with last-minute deals and products that arrive in the nick of time. Take advantage of Memorial Day momentum. In 2023, Memorial Day weekend marked a retail revival with a 30% increase in clicks and a 23% rise in revenue compared to 2022. Consumer spending was spread across diverse categories - big earners came from the Home & Garden, Clothing & Accessories, Sports Equipment & Outdoor Gear, Electronics, and Health & Beauty Supplies verticals. These trends show no signs of waning, meaning many merchants and retailers can capitalize on the Memorial Day surge. Recognizing that Q2 is ripe with opportunities to expand your customer base and boost revenue will put you ahead of competitors. By harnessing data-backed insights and refining strategies to align with emerging trends, success is not just a possibility—it's within reach. Don't let this chance slip through your fingers. Download Connexity's US Q2 2024 Merchant Acquisition Playbook today and seize the moment! --- ### Apply These Data-Backed Tips for Maximum Ad Attention URL: https://www.taboola.com/marketing-hub/ad-attention-tips/ Last Modified: 2025-06-09 11:16:12 In a world where the average human attention span is a mere 8 seconds, grabbing eyeballs is a constant struggle. For native advertisers, winning is even trickier—on the open web, the best-performing ads blend in to stand out. The good news? Ads appearing on Taboola capture 25% more attention than when shown on social and video platforms. That already gives you an edge over many competitors. So, how do you crack the code of invisibility that gets noticed? Turn to the Creatives to Boost Ad Attention Playbook. Taboola's Creative Shop team, the masterminds behind countless high-impact campaigns for top advertisers, knows exactly how to choose the visuals and messages to attract attention. They leverage data from hundreds of thousands of successful advertising campaigns and A/B tests running across Taboola's network of premium publishers to identify the strategies and campaign details that drive consumers to action. They've uncovered a treasure trove of advertiser-focused trends, insights, and best practices, which they're revealing in their latest playbook. Let's look at a few of the golden nuggets they've uncovered: People are attracted to people who look like them. When choosing an image, feature a close of a person who represents your target audience. Skip overly polished pictures and go for ones that feel more natural and authentic. Help people focus with a focal point. Use a clean picture with a single point of focus. Don't add text overlays or brand logos – they add unnecessary clutter and evoke the idea of a banner ad, which we know people have learned to ignore. Make it move. Whether you leverage Taboola Motion Ads, create short clips from existing video content, or purchase stock videos (remember, authenticity is key, especially with stock footage), adding motion to your creative boosts CTRS by about 30%. Learn why movement in video ads increases readers' attention. Personalize your message. Use your headline to call out your audience and connect with them. And everyone likes to be flattered, so throw in a complimentary descriptive word or two! Think: Glamourous Brides Get Ready with this Glow-Inducing Moisturizer. Descriptions and CTAs are as important as headlines and visuals. Descriptions provide more space to highlight an offer, share convincing or supporting details, or pique curiosity. CTAs set expectations for the next step and encourage consumers to click. Adding them both improves CVR by 15%. It's time to maximize your ad spend and increase your ROI. Download our Creatives to Boost Ad Attention Playbook now to learn more tips and tricks for mastering the magical (and achievable!) blend-in-and-stand-out effect. --- ### Best Dropshipping Products: Data on Top Products and Niches URL: https://www.taboola.com/marketing-hub/best-dropshipping-products/ Last Modified: 2025-01-26 18:49:15 Dropshipping has become a popular strategy for aspiring entrepreneurs who want to start an online store without making a heavy front-end investment. With a dropshipping business model, sellers purchase products from suppliers only after they make the sale, making this a low-risk gateway to the e-commerce world In fact, the dropshipping industry has boomed over the last five years: The global dropshipping market was valued at $226 billion in 2022 and is expected to increase at a compound annual growth rate (CAGR) of 23.4% from 2023 to 2030 (source: Grand View Research). The question now is, how can entrepreneurs harness the benefits of this dropshipping boom and stay competitive in a saturated e-commerce market? They’ll need to find the best dropshipping products to engage customers and drive revenue. They’ll also need the right marketing strategies to effectively scale their reach and promote those products to their target audiences. (You can also consult our dropshipping guide and list of the best dropshipping platforms to get started.) In this article, we’ll uncover the best items to dropship along with a roadmap for advertising them to improve sales. Whether you're a fledgling e-commerce entrepreneur or a seasoned online business owner looking to expand, these insights will help you steer your dropshipping venture towards success. ## Identifying the Best Dropshipping Products The backbone of a successful dropshipping business is a well-researched and carefully selected product catalog. These products will not only define your brand but also play a crucial role in attracting and retaining customers. The best dropshipping items should be in high demand yet unique enough to stand out in a crowded e-commerce marketplace. The best products for dropshipping should also offer clear value to your customers, helping them solve a problem or fulfill a need in their everyday lives. Here, we’ll explore trending dropship products that have proven to be successful — from dropshipping niches for specific customers to high-ticket dropshipping products — so you can find the right fits for your venture. ### 1. Tech Gadgets & Electronics Tech gadgets and electronics are among the most popular products on Amazon, making them a great option for dropshippers. From smartwatches to Bluetooth earbuds, trending Amazon products like tech gadgets offer a vast array of options for e-commerce sellers. These items often have a high perceived value and can yield substantial profits due to their technological appeal. Electronics also span a broad range of categories, including cameras, mobile accessories, and gaming consoles. These products often have a dedicated and passionate user base of customers who are ready to spend on the latest releases. Across the Taboola network, for example, readers are flocking to content about the new Apple Vision Pro headset, according to data pulled on March 21, 2024:   ### 2. Activewear Health and wellness trends have been skyrocketing since the pandemic and, as part of this movement, customers are embracing activewear of all kinds. With more people adopting healthy lifestyles and fitness activities, products like yoga pants, performance shirts, and gym accessories are in high demand. As our keyword data shows, activewear brands like Adidas are also driving increased traffic for publishers across the Taboola network:   ### 3. Beauty The beauty and cosmetics industry has been steadily growing for roughly two decades, with skincare and personal care products dominating sales (source: Statista). Influencer marketing has also played a significant role in this sector's growth, making products like makeup brushes, skincare tools, and niche beauty devices highly profitable. Across the Taboola network, content with the keyword “makeup” alone has generated over 1.2 million pageviews in the last 90 days:   ### 4. Fast Fashion Clothing trends can be short-lived, which makes fashion apparel — especially fast fashion items — a tricky yet potentially profitable category for dropshippers. With the rise of influencer culture, for example, certain clothing styles can become overnight sensations, offering significant returns and great dropshipping business ideas for apparel dropshippers who stay on top of industry trends. Just look at how readers on the Taboola network are driving up pageviews for content related to fashion trends: ### 5. Home & Kitchen With more and more people spending time at home, customers are investing in products that improve their living spaces. Just look at the increase in pageviews for IKEA-related content on the Taboola publisher network: Home items that offer convenience and accessibility, such as kitchen gadgets or smart LED lighting, or those that add aesthetic appeal, such as floating shelves and artsy posters, can be ideal contenders for dropshippers. ## How to Advertise Your Dropshipping Products After selecting the type of products you want to feature in your dropshipping store, the next step is to craft and implement a comprehensive marketing strategy. It's important to identify strategies that not only drive traffic to your e-commerce platform but also effectively engage visitors and turn them into loyal customers. Remember that, to ensure profitability, you’ll want to launch campaigns that achieve a break-even return on ad spend (ROAS) above 2. You'll also want to set a well-defined budget and clear objectives to guide your marketing efforts. To help you get started, we'll dive into some of these to e-commerce marketing strategies for dropshipping: ### 1. Understand Your Audience Before you launch any advertising campaigns, it's essential to understand who you’re selling to. Conduct market research to identify your target audience and pinpoint their content preferences and behaviors. This way, you can build ads that are tailored to their interests, helping to increase brand engagement and performance results. ### 2. Leverage Social Media Platforms Social media platforms are modern-day marketplaces that sellers can use to gain brand visibility and drive purchases — all in one place. Instagram, Facebook, and Pinterest, for example, allow you to showcase your products through targeted ads and even set up shoppable pages directly on their apps. You can also drum up social media engagement with compelling images and copy, and then direct users back to your e-commerce site to make a purchase. ### 3. Launch Native Advertising Campaigns Native advertising is an effective way to seamlessly introduce your dropshipping products to potential customers without interrupting their online experience. Since native ads match the form and context of their surrounding content, they can be more user-friendly and effective than traditional advertisements. For instance, your ads might take the form of sponsored content on new websites, recommended products on e-commerce platforms, or paid posts within social media feeds. Each of these innovative formats can help build awareness and interest in a way that's non-intrusive. Leading native advertising platforms like Taboola can also help you significantly boost engagement rates and drive conversions while maintaining a trustworthy, brand-safe experience. Going further, you can use Taboola’s templates from Wix, WordPress, and Instapage to easily build high-quality landing pages for your native ads. ### 4. Create Advertorials Advertorials are key to building brand awareness across social and native channels. These innovative content placements combine the high-quality storytelling of editorials with the compelling promotions of ads. As such, dropshippers can use advertorials to engage new audiences on platforms like Meta and Taboola, and share valuable pre-click information that motivates customers to keep moving through the funnel. ### 5. Optimize for SEO Use proven SEO strategies to enhance your on-page content and boost your website’s ranking in search results. For instance, you can build copy, blog posts, and video content around keywords and search queries that are relevant to your audience. This SEO strategy can help potential customers find your content via search engines and drive website traffic. ### 6. Use Email Marketing Strategies Nurturing leads through email marketing can be an effective way to convert prospects into customers and build long-term success. Once you're able to capture email addresses and establish a list of subscribers, keep those users engaged with regular newsletters, special promotions or discounts, and exclusive access to new products. ### 7. Develop Content Marketing Assets Build creative content experiences that educate and inform readers about the products you're selling. You can choose from many types of content marketing, including blog posts, podcasts, infographics, and videos. A strong content marketing strategy won’t just help build credibility and trust with your audience. It can also expand your reach and drive organic traffic, especially if your content is high-quality and easy to share. ## Final Thoughts on Best Dropshipping Products Dropshipping can be a lucrative e-commerce model when paired with the right products and a strong marketing strategy. As you launch or expand your business, remember to choose hot-button items that are trending among today’s shoppers and promote them with innovative advertising tactics, so you can build a thriving e-commerce store that fuels long-term success. Native advertising, for example, is essential to the dropshipping business model. By fine-tuning native ads to the interests and content experiences of your target audiences, you can drive valuable engagement that leads to website traffic and ultimately conversions for your thriving online store. Start launching your native ads with Taboola. --- ### The 7 Best Dropshipping Websites for Selling Online URL: https://www.taboola.com/marketing-hub/best-dropshipping-platform/ Last Modified: 2026-01-13 10:25:22 As the lucrative e-commerce market continues to thrive, one business model has emerged as a go-to solution for entrepreneurs looking to minimize startup costs and risk while maximizing product range and flexibility: dropshipping. For small and medium-sized businesses (SMBs) looking to leverage this model, selecting the right platform is crucial for success. Below, we explore seven dropshipping platforms tailored to meet the needs of SMBs, facilitating seamless operations and growth in the competitive online marketplace.​ ## Seven Dropshipping Sites for SMBs While the following dropshippng platforms may cater to different needs, we recommend them as they all have the ability to help you maximize your online selling potential. ### 1. AliExpress Owned by Alibaba Group, AliExpress offers a wide range of products at low prices, which makes this choice very popular among dropshippers. Launched in 2010, AliExpress is an online retail service featuring more than 100 million products (source: Torchbankz), so you'll find something to sell regardless of your niche—and you can pay for those products at wholesale prices. What are the best products to dropship on AliExpress? Think electronics, fashion, toys, and beauty items. Pro Tip: Unlike some other marketplaces, like Amazon and eBay, AliExpress’s infrastructure is highly suitable for dropshipping order fulfillment. This platform makes it easy to find products to sell in your store without worrying about inventory or shipping. Key features: - Access to a massive variety of products - No upfront fee or commission on sales - User reviews for vetting product quality - Easily order samples for a quality check ### 2. Spocket Let's start with Spocket. Spocket is an order fulfillment service involving a wide range of wholesale merchants, most of which are based in the US and Europe (though the platform also has merchants in Canada, Asia, Australia, and Brazil). This dropshipping solution allows you to browse products and add them to your Shopify store with a single click. That makes it easy for online retailers to keep their site populated with in-demand items, all without needing to manage those items on warehouse shelves, since Spocket automates the entire order process and ships to customers at the point of purchase. Pro Tip: This platform offers a branded invoice feature, which means you can create custom invoices to ship along with your products. Customizing your packaging can help you generate brand awareness and even support customer retention, since it conveys professionalism and credibility to consumers. Key features: - Suppliers mainly from the US and EU for faster shipping times - Integration with Shopify and WooCommerce - Automated order processing - Real-time inventory updates ### 3. SaleHoo Think of SaleHoo as both a research tool and a supplier directory designed for dropshippers, wholesalers, and e-commerce stores. With a database of more than 8,000 wholesale distributors and dropshipping suppliers—which offer over 2.5 million products (source: SaleHoo)—this platform can help merchants source all kinds of goods to resell in their own stores. Pro Tip: In addition to providing access to Market Research Lab, which offers data that can help merchants discover high-quality products that stand to sell well online, SaleHoo lets you see how many other retailers are selling each product. This can help you gauge product availability, and also makes it easier to find your store's niche and position your brand. Key features: - A curated list of vetted dropshipping suppliers - Market research tools for trending products - Access to training materials for e-commerce learning - A supportive community of online sellers ### 4. Worldwide Brands Worldwide Brands is the veteran on our list, one of the oldest and most trusted supplier directories among long-time retailers (it was established in 1999). It claims to be the only 100% certified legitimate directory, offering only certified wholesale products. Like Wholesale Central, Worldwide Brands is a directory of suppliers and dropshippers who are open to working with new retailers like you. The best products to dropship on Worldwide Brands include popular and high-volume items that are suited to bulk selling. Pro Tip: While Worldwide Brands may not offer automation like the preceding platform options, it does include more than 16 million certified wholesale products (source: Worldwide Brands) across a wide range of categories—and a dedicated list of certified dropshippers, too. Key features: - Lifetime access to a huge directory of certified wholesalers - One-time joining fee without recurrent costs - Wide range of products from legitimate wholesalers - Market research tools and excellent customer service ### 5. Zendrop Zendrop is part of Shopify Apps, created by Shopify dropshipping experts as an easy-to-use plug-in that addresses some of the common frustrations associated with other dropshipping sites. It aims to improve issues like inconsistent suppliers and unpredictable shipping by offering both dropshipping and print-on-demand services that let you create custom packaging and subscription boxes for your brand (which can drive repeat purchases from customers). Pro Tip: Zendrop has an intuitive interface for adding products to your e-commerce store; most are stocked within the US, enabling quick 5–7-day delivery. That makes it an especially good choice for unique and customizable items that benefit from faster shipping times. Key features: - Automated ordering and fulfillment processes - Custom product branding options - Expedited shipping times compared to other platforms - User-friendly interface with excellent customer support ### 6. Doba Offering access to around 2 million products (source: Doba blog) from a host of different suppliers, Doba helps merchants streamline their operations through inventory management and order tracking. Most of its suppliers are in the US and China, so keep that in mind as you consider it as an option. The best products to dropship on Doba fall into categories like home, office, and electronics. Pro Tip: Take advantage of Doba's automated pricing rules. One of its most unique features, this tool allows merchants to create rules to price products at a fixed markup on the wholesale price, rather than managing pricing manually. That can save businesses a lot of time, while also boosting profits. Key features: - Single dashboard to manage all products from multiple suppliers - Custom data export tools for use on any e-commerce platform - Inventory management and alert system - Doba's Score for product and supplier performance tracking ### 7. Modalyst If you're looking to market big-name products, look to Modalyst, which prioritizes offering products from companies your customers are already familiar with to build trust with your brand and boost sales. The best products for Modalyst fall under the categories of high-end fashion and lifestyle, including eco-friendly and sustainable options. Another perk of working with this platform is that Modalyst wholesalers ship to more than 80 countries, and have an API partnership with AliExpress in the form of a Chrome extension. Pro Tip: US merchants can benefit from utilizing Modalyst's onshore marketplace of suppliers. This will ensure that domestic orders ship within 6-8 days. Key features: - Direct integration with Shopify, BigCommerce, and Wix stores - Access to high-quality products and premium brands - Automatic inventory and pricing update - Real-time order tracking and dropshipping management tools ## Features to Look for When Selecting Your Dropshipping Platform There are several factors to think about when sorting through the best dropshipping websites, from the types of products offered to dropshipping suppliers' geographical location, the level of integration with e-commerce platforms, and the quality of support you'll receive. Don't be intimidated by the prospect of selecting a top dropshipping website, because each platform offers unique advantages. The best dropship websites, platforms, and apps cater to the diverse needs and preferences of individual merchants, and are designed to help you grow your e-commerce business. So before you decide on the best products to dropship, consider the right dropship website or platform for your brand by evaluating the following variables. ### Product Catalog What kind of products will you offer? Will yours be a high-ticket dropshipping business that sells low-volume expensive products at high prices to generate larger profits? Or will you sell a wide selection of products from different categories? Either way, you'll want to make sure you include clear product descriptions, specifications, and images in your catalog. ### Marketing Help Ask yourself what kind of advertising and marketing support you may need to drive traffic to your site. Marketing is a vital part of this type of business, since it will help you promote and sell your products online. In the highly competitive dropshipping space, promotion can mean the difference between low sales and a thriving online store. A well-crafted marketing strategy can build brand awareness, drive traffic, engage audiences, and convert site visitors into customers. No matter how varied and desirable your product selection, or how streamlined your dropshipping operations may be, the importance of a strategic marketing and advertising strategy can't be overstated. It's an absolute must for brand engagement, brand visibility, and sustaining growth and profitability over time. ### Data Analytics Tracking sales, revenue, and customer behavior is crucial to helping retailers improve their UX and maximize sales. ### Integration Integrating your site with an e-commerce platform like Shopify, WooCommerce, or AliExpress can help you import products to your online store. ### Inventory Management Even though dropshipping enables retailers to avoid stocking products themselves, you'll still need to ensure that you have a real-time inventory management system in place to avoid overselling the goods. ### Shipping and Tracking An automated shipping and tracking system that employs reliable shipping carriers and tracking numbers will keep your operations running smoothly. When choosing a carrier, keep in mind that fast shipping times can be a competitive advantage; customers may leave better reviews on platforms like Trustpilot and Yelp if they're happy with order fulfillment. Keeping shipping times to under 7 days, or at least within a 10-day time frame, can improve your brand's reputation and result in more sales. ### Quality Customer Service What will your user experience (UX) look like? A responsive and well-informed customer service system is vital to ensuring consumers are satisfied, and can also help retailers identify areas in need of improvement. ### Custom Branding Custom branding options and features allow retailers to create their own brand identity, which in turn can help you differentiate yourself from the competition online. ## Final Considerations on Best Dropshipping Platforms By now it should be clear that dropshipping can be a profitable avenue for businesses—but as with anything else, execution is key. That's why it's so important to assess each dropshipping platform to gauge which is the best fit for your brand. Consider factors like product range, integration with your online store, supplier reliability, shipping timeframes, and cost-effectiveness. Once you've launched, remember to also conduct recurring tests with sample orders to vet product quality and supplier reliability over time. For new marketers entering the dropshipping business, deep research and testing are two of the most valuable tools at your disposal. Coupling the right dropshipping platform with a performance marketing software designed to target high-intent users to drive conversions at scale, you can maximize your marketing efforts by optimizing your budget, especially if you are an SMB or startup in the beginning stages of their business journey. --- ### What Is Dropshipping? A Complete Guide for Beginners URL: https://www.taboola.com/marketing-hub/dropshipping-for-success/ Last Modified: 2025-05-20 10:33:50 There's a good reason why dropshipping has become one of the most profitable and accessible e-commerce strategies of the digital age. It's an easy way for entrepreneurs and marketers to sell products without the overhead—no massive startup costs or expensive warehouse required. Because of that, it's a service strategy that appeals to business owners of all kinds, from rookies to long-time online retailers looking to streamline their operations. As with any e-commerce strategy, dropshipping works best if you know how to leverage its potential for your unique needs. For beginners in particular, it's all about gaining valuable knowledge. It's important to understand how this business model can impact your operations, but you should also read up on the best practices that will help you ensure ongoing success. With that in mind, we've put together the ultimate guide to dropshipping, complete with common challenges and solutions, marketing tips, and the necessary steps for running a profitable business. If you're interested in dropshipping for beginners and looking for a one-stop dropshipping guide to help you navigate it all, read on. ## What is Dropshipping? With dropshipping, when an e-commerce store makes a sale, it buys the product from a third party that ships directly to the customer. In other words, dropshipping facilitates a more streamlined order fulfillment process. It's a lot less hassle for you as the merchant, because you never actually see or touch the product. And yet, your customer gets exactly what they're looking for. It's scalable, profitable, and relatively easy to adopt. While traditional retail models require marketers to make a significant investment in inventory before they can "open their doors," dropshipping lets you get up and running with minimal startup capital, which in turn decreases the risk involved in launching a business. The key to it all is inventory on demand. In the past, online retailers have had to stock everything they sell, paying for a warehouse and manually packing and shipping orders all over the country and world. Dropshipping is a way to fulfill such orders without keeping products in stock. That isn't to say dropshipping is a "set it and forget it" solution. To dropship effectively, merchants need to customize the right dropshipping business model for their needs. Let's delve a little deeper into this increasingly popular e-commerce strategy. ## How to Start Your Own Dropshipping Business If you're new to the e-commerce space and in the early stages of your business plan, there are several things to keep in mind on how to dropship. Here's a step by step dropshipping guide to launch and maintain your new business model. - Identify your niche. Determining a niche market that needs an online store like yours is a crucial starting point. Look for high demand and low competition to ensure a consistent customer base while reducing the risk of market oversaturation. - Choose the right suppliers. Since you'll be counting on a third party supplier to source and ship products to your customers, make sure to establish relationships with reliable and trusted partners when developing your e-commerce platform. Quality and speed are key, and a strong supply partner will help you keep operations running smoothly. - Build your dropshipping store. From implementing systems that provide fast and reliable service to offering helpful support, building your dropshipping store should include a strong CX (customer experience) and after-sales support—both of which are vital to turning consumers into happy, loyal customers. Excellent customer service will not only set you apart in a crowded market, but also leads to repeat purchases and positive word-of-mouth. - Manage your budget to scale your business. There's a lot of strategy involved in managing and growing your business, too—including staying informed on the latest e-commerce trends. A guide to dropshipping wouldn't be complete without advice on how to juggle aspects like pricing and expenses, all while keeping up with consumer behavior trends and new digital technologies. Staying on top of e-commerce trends to continuously optimize your business process is a surefire way to keep your dropshipping model competitive over time. - Craft a winning marketing strategy. Sadly, products rarely sell themselves, so once your e-commerce site is up and running you'll face the challenge of driving traffic to your online store. That's where developing an effective marketing strategy comes in. Target potential customers using keywords and phrases, and connect with consumers at the right moment through native advertising (more on this winning approach below). In the sections that follow, you'll learn about each of these strategies and how they're designed to help you achieve dropshipping success. ### Step 1. Identify your niche Ready for Dropshipping 101? Here's the scoop: The most successful dropshippping businesses are those that cater to specific audiences of consumers, therefore solving a problem, meeting a need, and appealing to a passionate audience. The niche you choose will shape your strategy, helping you determine how to start a dropshipping company. Here are a few additional tips to keep in mind as you seek out the perfect target customer group. #### Perform Market Research The best way to know what your customer wants is by listening to what they're asking for. Kick off market research for your dropshipping niche by monitoring social media channels and popular e-commerce sites for trending products. Both Google Trends and industry-specific reports can reveal consumer interests and potential gaps in the market, thus creating an opening for your business to fill a need. Don't forget to measure demand curves and keyword search volume as you dig into how to start dropshipping. This can help you gain insight into consumer purchasing behavior. #### Analyze the Competition Where competitor research is concerned, you'll also want to conduct a SWOT analysis of the existing market players. By analyzing their Strengths, Weaknesses, Opportunities, and Threats, you'll have a better sense of how your business can stand out, and will be able to determine whether there's room enough for another player (aka: you). Check your potential competitors' website traffic, customer reviews, and pricing strategies too, as this information can give your future business a competitive edge. #### Identify Problems to Solve As you learn about dropshipping, considering the potential problems you may face along the way is a good practice as well. This can help you position your brand, develop a strong brand image, and ultimately increase customer loyalty. Conduct surveys, participate in online forums, and use customer feedback to identify common low points for your customer. Choose products that offer solutions to these issues, which can solidify your market presence and drive sales. For more details, explore lucrative niches along with the best products to dropship. ### Step 2. Choose the right suppliers Once you've selected your niche—or niches—to target with your e-commerce store, it's time to find the suppliers that will help you meet all of your dropshipping needs. Since these suppliers will essentially be your business partners, their reliability is paramount to both your short-term and long-term success. How can you ensure you're making the right commitment? - Research various suppliers. Doing your due diligence by researching supplier options and ultimately establishing trusted communications may be time-consuming, but this approach will help you gauge reliability and professionalism while also avoiding the wrong match. - Check shipping times. Speed is highly important to consumers, especially those who shop online, so you need to know how quickly a potential supply partner can fulfill orders and get products out the door. Make sure their procedures align with your service standards, and remember that the promises you make to your customers should always be consistent with the services you provide. - Conduct tests. Along these same lines, it's wise to conduct a few tests by ordering samples and products yourself in an effort to verify your potential supplier's performance. This will allow you to put yourself in your future customer's shoes, and evaluate the entire purchasing experience. For more details, explore the most reliable suppliers on the best dropshipping platforms, whom you can trust to satisfy your customers. ### Step 3. Build your dropshipping store Next up, it's time to focus on designing a user-friendly e-commerce store. Start by finding the best e-commerce shop building platforms for your business. Shopify, WooCommerce, and BigCommerce are all popular options. You'll also need to consider your customers' user experience, payment solution providers, and how to offer customer service that's always-on to help with any issues or questions visitors to your site may have. Concentrating on SEO principles and strategies is a must for driving ongoing traffic, but when you're learning how to start a dropshipping business, you'll also want to ensure that your site architecture is easy to navigate. That means keeping your checkout funnel simple and friction-free; optimizing product and image descriptions; and making sure alt-tags are all connected within the page. ### Step 4. Manage budget and scale your business As with every business, whether online or off, managing your finances effectively is critical to success. To ensure a healthy profit margin, adopt a pricing strategy that takes features like cost and competitor pricing into consideration. Keep detailed records of all financial transactions, including revenue, expenses, potential taxes, and profits. Using accounting software, or employing a professional accountant, can help you stay on top of your business's finances. At the same time, don't overlook the importance of e-commerce trends. Knowing what consumers, your competitors, and the digital technology market are doing will help you build a strong foundation for your dropshipping business. Coupled with finance management, this approach should provide you with the opportunity to scale your business, diversify your product offerings within your niche, and even expand to international markets. Thanks to dropshipping, the sky's the limit when it comes to sales potential and growing your customer base. ### Step 5. Craft a winning marketing strategy Employing solid  e-commerce marketing strategies is always important, and remains one of the main factors driving dropshipping success today. Dropshipping can give your brand a major advantage; with the right supply partner and site in place, you can take and fulfill orders quickly to edge out the competition. But first, you need to get paying customers to your online store. Social media and >email marketing are both viable options for generating traffic and interest in your site, but pay particular attention to native advertising. Taboola is the largest native advertising platform, and is used to great effect by dropshippers to increase visibility and boost sales. Because native ads integrate with the content of a web page, mixing seamlessly with the host platform to create a much less invasive advertising experience, they're known to engage and convert customers. With native ads, you can also use remarketing strategies to re-engage users who have visited your site but haven't yet made a purchase. Not all customers are ready to buy the first time they come across your product, but retargeting gives you a chance to remind them of their initial interest. Platforms like Taboola help you put your dropshipping business on major media and content-rich websites to improve your ad reach and increase your ROI (return on investment). As you think about how to advertise your dropshipping store, remember that Taboola's native ads are particularly effective when your target audience is aged 35 and up. This is a demographic with strong buying power, making it the ideal target for your brand. ## Challenges You Might Face When Starting a Dropshipping Business Sounds easy enough, right? It can be—but it's likely that you'll encounter at least a few bumps along the road to dropshipping success. Common dropshipping obstacles include inventory management, shipping complexity, product quality, returns and refunds, and reviews. Armed with smart strategies, though, you can overcome these challenges and others. ### Inventory management issues Relying on suppliers to manage order fulfillment simplifies your life as a merchant, but what happens when a supplier runs out of stock? This can lead to customer dissatisfaction, and even tarnish your brand's reputation. Communicate with your suppliers about inventory levels in order to mitigate this risk. Doing so on a regular basis will help protect you from the danger of low supplies. Consider working with multiple suppliers for the same product as well, too, as this will ensure you have a backup plan should stock run low. ### Shipping complexity Some complications related to shipping can't be avoided, but choosing suppliers with reliable shipping practices will protect against problems. The same is true of transparency; when you're honest with your customers about potential delays, they're more likely to forgive slow shipping. In addition to communicating your shipping policy to your customers as clearly as possible to set their expectations, you should consider choosing supply partners based on their location in relation to your primary customer base. If, for example, most of your customers are on the West Coast, working with a supplier in that area will help streamline delivery. ### Maintaining product quality Customers demand quality products, and ensuring that the goods you sell meet their high standards is another challenge you may face—especially since you won't be seeing the products first-hand. To avoid dissatisfaction related to product quality, order samples of the products you sell on a regular basis, and conduct spot checks to verify that your offerings are up to par. ### Managing returns and refunds Even when products meet high customer standards, some returns are inevitable. Too many of these, though, and your life as an e-commerce merchant gets tricky as you manage refunds and the process of ensuring products end up back where they started. Establish returns and refund policies that protect your business while still honoring customer satisfaction. Always be clear about these policies, both with your customers and your suppliers, to help you avoid pushback. ### Managing bad reviews Reviews play a big part in driving future sales, as they enable potential customers to gauge the reliability and credibility of a business. Negative reviews on platforms such as Trustpilot or Yelp can have a significant impact on your dropshipping business's reputation, leading to a dip in both purchases and sales. So how do you make sure the reviews you receive online are positive? Keep delivery times short, offer a fair return and refund policy, and provide top-notch customer service. If you still receive negative feedback, responding to it in a respectful manner can help demonstrate transparency and foster a sense of trust. Your goal should be to maintain an overall rating of between 3 and 5 stars. ## Dropshipping best practices It goes without saying that launching and operating a successful dropshipping business requires careful planning and execution. Remember, your success will depend on factors like: - Finding a profitable niche with lots of potential for growth - Partnering with reliable suppliers whom you can trust to satisfy your customers - Building a professional store that's easy for customers to navigate - Managing your finances wisely to ensure future growth - Creating an effective marketing strategy with Taboola native ads to reinforce your brand and boost conversions Remember also to deliver excellent customer service, be up-front about your policies, stay on top of e-commerce trends, and adapt to challenges creatively and swiftly. With this ultimate guide to dropshipping at your disposal, you'll be on the right track to scalable e-commerce success. And when you're ready to market your new business, get in touch! --- ### How To Increase Engagement on Facebook: Metrics & Calculation URL: https://www.taboola.com/marketing-hub/facebook-engagement/ Last Modified: 2025-05-05 09:34:33 In this ever-evolving digital landscape, harnessing the power of social media is essential for connecting with your audience, gaining new potential customers, and converting them to buyers. Let's explore the top strategies for increasing your business' engagement on Facebook, so you can foster high-value interactions that connect with your current audience and keep it growing. ## Why Are Facebook Engagement Metrics Important? To run a successful business, you have to keep an eye on the metrics of all your marketing arms, including paid advertising, social media, and email marketing. Facebook (and parent company Meta) changes its algorithm regularly, and knowing how these updates impact your posts is critical for your company's success. Staying informed and prepared for these changes is key to maintaining a successful Facebook strategy. To help increase your business' reach, you should be sure to do the following: ### Know Your Data Knowing your Facebook engagement data is important because it helps you understand what your audience likes and how they behave. By looking at the most important Facebook engagement metrics (number of likes, comments, and shares), you can see what captures your followers' attention and converts viewers into clients. Tracking these engagement metrics over time shows useful trends, which helps you create posts that get more reach and interaction. ### Follow Official Updates Following Facebook's algorithm changes and using any new tools they debut is key to staying ahead of the game. Meta tends to promote those who use its latest tools, and algorithm changes can tank engagement if you're not informed. Make sure you follow all official updates and turn on notifications to get them as soon as they're announced. ### Test and Learn Always experiment with your content and engagement strategies. Track what resonates with your audience and pivot accordingly. You never know what works until you try it, so keep testing new ideas, utilizing new features, and trying trending topics. ## Facebook Metrics You Should Track Facebook uses several key metrics to track your engagement, and you should know the basics for all of them. Per the Facebook Business Help Center, metrics like views, profile clicks, location clicks, profile follows, hashtag clicks, poll sticker clicks, and 3-second video plays are shown on your Facebook Insights page, but the most important to track are likes, comments, shares, and clicks. ### Likes The number of likes your post receives is important for gauging the effectiveness of your social media campaigns. This metric serves as a clear indicator of audience engagement and helps you understand how well your content resonates with your followers. By analyzing these interactions, you can gain valuable insights into your campaign's performance and make informed decisions to enhance your overall strategy. ### Comments The number (and type) of comments on your Facebook post serves as a vital measure of audience engagement. Each comment represents a personal interaction where individuals take the time to articulate their thoughts and feelings about your content. This exchange not only indicates a genuine interest in what you’ve shared, but also provides you with valuable insights into your audience's perceptions of your brand, for good or ill. By encouraging these conversations, you deepen your connection with your followers and foster a sense of community around your message, while also hopefully signaling the algorithm to increase your reach. ### Shares Shares are a key indicator of how engaged your audience is with your content, reflecting how often your posts are shared. When users share your content, it enhances your visibility and expands your reach into new networks. Each share signifies a strong endorsement, showcasing the user’s interest in your material. Unlike ‘likes,’ which indicate passive engagement, shares represent an active choice to promote your content on their timeline. This distinction is crucial for understanding the true impact of your posts in the digital space. ### Clicks and Reactions The frequency of user clicks on your posts is an indication to the algorithm of how much your content matters. Every click on your images, double tap on posts, scrolling action on carousels, or tap on external hyperlinks raises your engagement ranking in Facebook. These interactions serve as an opportunity to gauge the level of enthusiasm within your audience and to assess the strength of the connection between them and your content. ## How to Calculate Your Facebook Engagement Rate There's a general equation Meta uses to find your engagement rate: Facebook Engagement Rate = (Engagements x 100) ÷ Total Reach. That means Facebook divides your total reach by all engagements, multiplied by 100, to find your FB engagement reach. On Facebook, any positive interaction with a post or ad counts as an engagement, including reactions, clicks, comments, and shares. The Facebook algorithm decides which content shows up in the news feed based on four factors for every user: - Inventory: The algorithm evaluates all the content (aka the inventory) that could appear in the Facebook feed. - Signals: It takes into account the type of content and user engagement trends to determine what to showcase. - Relevance: It assesses how important the content is to each user. - Predictions: It utilizes predictive analytics to estimate what users are interested in seeing. To increase the chances of your content being featured, make sure it resonates with your target audience, adheres to popular content formats, and is compelling enough to encourage interaction. ## How Do You See Your Engagement on Facebook? You can see your Facebook engagement statistics by going to your Facebook Page Insights. In that section, you can keep track of likes, comments, shares, and clicks on your posts, along with the reach of those posts. To check your Facebook engagement, start by navigating to your Facebook Page. Once you're there, click on the Insights tab to access detailed analytics. From the Insights menu, select the Posts section, where you'll find the All Posts Published area. Here, you can scroll down to review the engagement performance of your posts. If you're interested in a broader view, you can find a weekly engagement list in the About section of your Page. This list highlights your most engaged public followers, showcasing the users who interact with your Page the most. It's important to note that this differs from the overall engagement list, which provides a comprehensive overview of your Page's engagement metrics. You can also use third-party tools to track your engagement and data analytics across all social media platforms. ## Key Takeaways Boosting engagement on Facebook in 2025 doesn't have to be daunting. By being authentic, mixing in some fun video content, interacting with your audience, and staying adaptable to the changing algorithm, you can create a welcoming space where followers feel connected and excited about your brand. Remember, it's all about building genuine relationships, so use these tips to make your Facebook presence more vibrant, engaging, and customer-converting. ## Frequently Asked Questions (FAQs) ### Do views count as engagement? Facebook considers views to be a form of engagement, especially in terms of video content. When an individual watches a video on your profile, it adds to your overall engagement statistics, which also include likes, comments, and shares. However, it's important to note that the more interactive actions, such as commenting or sharing, have a stronger effect on engagement. ### How do I retarget ads on Facebook? Retargeting ads on Facebook involves setting up a custom audience. First, you'll want to access the Audiences section in Ads Manager, where you will select "Create Audience" and then "Custom Audience." From there, choose "Website Traffic" as the source for your audience and define your targeting criteria while selecting a time frame. If you prefer to retarget using a contact list, compile your contacts and upload the list to Facebook's Audience Manager. ### Which other platform is best instead of Facebook to advertise your business? The platform that best suits your business' social media needs depends on the product and the customer. Some Facebook alternatives include LinkedIn, Pinterest, TikTok, and Youtube. LinkedIn can be great for B2B leads, Pinterest works best for visually appealing products, TikTok is for wide reach or younger demographics, and YouTube is great for long-form educational content. Ideally, you should utilize a combination of these platforms. --- ### How Multi-Format Native Ad Campaigns Helped These 4 Major Brands Meet their KPIs URL: https://www.taboola.com/marketing-hub/native-ad-successful-kpi-examples/ Last Modified: 2025-01-14 14:35:42 Every advertising campaign is different, but they all begin the same way: with an in-depth conversation about campaign goals. Setting goals—from driving awareness and purchases to boosting engagement—is how you'll know both what kind of campaign you need to launch, and which ad formats are best for your brand. Some formats are more effective than others at helping you meet your objectives and KPIs (key performance indicators)—aka, the data that helps you gauge your success, justify your ad spend, and inform decisions about future campaigns. One of those is native ads. Research shows that native ads can have a big impact on KPIs, enabling advertisers of all kinds to meet their performance goals. For example, with native ad campaigns, companies have seen their brand favorability numbers quadruple compared to the industry average, along with increases in consideration (1.5x the average), message association (8x higher than the average), and awareness (a lift of 10%). Let's take a look at how four brands used native ads as part of their strategy to meet their KPIs, and how you can do the same. ## Generate Sales & Online Purchases ### Connecting through remarketing and data-driven native ads with Vodafone Turkey When Vodafone Turkey wanted to increase the visibility of its Residential Broadband home internet service and build awareness among potential customers, the communications technology company looked to native ads. Why? They help brands monetize editorial content and create new inventory to successfully reach target audiences wherever they are online. Since Vodafone Turkey's primary challenge was to drive awareness and consideration among new customers, it used video ads to educate consumers about its services, then retargeted engaged video viewers with image and motion ads, ultimately driving them to the brand's website. The multi-format remarketing strategy helped Vodafone build off the momentum of its video ads and reach the consumers who were most interested in its broadband offering. But that's not where the brand's strategy ended. To help Vodafone Turkey ensure it maximized its investment by generating the most leads possible, the brand collected data from target audiences based on video completion rates before retargeting engaged viewers with a sponsored content campaign. #### Takeaway: Launching multiple campaigns may help to find your audience Creating an innovative, multi-format remarking campaign led to native ads becoming the second-highest performing channel in lead generation for Vodafone Turkey's campaign, smashing the brand's KPIs. The brand increased its number of highly qualified leads by 39%, all without the use of cookies. By combining native ads with retargeting, it also doubled its click-through rate performance compared to the previous campaign period. Websites visits increased by nearly a quarte mi r (24%), while the rate of new visitors went up by 11%. ### Boosting "Add to cart" performance with BlazePod For a high-priced consumer product, driving "Add to cart" conversions isn't always easy. Tracking these conversions can give you vital insight into things like product popularity, your site's usability, and the effectiveness of your marketing campaigns—but here's the problem: when a product has a high price point, you can't meet sales objectives without in-depth customer engagement. BlazePod, a smart reaction training platform powered by an interactive app and innovative light-up pods, knew that to boost sales online, they'd need to leverage multiple engagement points beyond Google, Facebook, and other go-to social platforms. The answer? Educate and captivate mature and discerning audiences to drive conversions while lowering cost-per-action (CPA). Retargeting was the go-to strategy for BlazePod too. In the time leading up to the holidays, the brand knew that many consumers were already aware of its product. It just needed to encourage them to take that extra step, turning brand and product familiarity into sales. By transitioning from targeting a broad audience to retargeting using key insights from network data to launch the native ad campaign, BlazePod went from high initial acquisition costs to an impressive return on ad spent (ROAS). The brand was able to drive high-ticket sales and “Add to cart” conversions at a decreased cost, generating both short-term "Add to cart" conversions and long-term customer engagement — all at a lower cost. #### Takeaway: Retargeting strategies nurture consumers By pairing native ads with a retargeting strategy, BlazePod more than tripled its “Add to cart” conversions compared with a popular social channel at a 79% lower “Add to cart” CPA. The brand was able to nurture consumers along their path to purchase by engaging them on multiple channels and at different stages of the customer journey, maximizing its budget by lowering ad costs. Retargeting customers with native ads resulted in a 5X higher purchase value and a 131% return on ad spend after BlazePod's holiday campaign in December 2022. ## Drive Awareness & Consideration ### Engaging Click & Collect shoppers with The Loop Canadians know The Loop, owned by ARI International, as a world-class shopping experience both at Montreal International Airport and on its duty-free website. One of the business's core features is Click & Collect, which allows travelers to shop online within 24 hours of arriving at the airport, where they can then retrieve their purchase. The Loop's campaign goals included increasing brand awareness even further, boosting the use of Click & Collect, and online revenue. In order to do all of this, though, the brand first needed to generate site traffic and online customer interactions. Enter image and video ads. With native ads, brands can tweak visuals, headlines, descriptions, and calls to action (CTAs) in order to drive more interest. The Loop took advantage of that opportunity, designing ads that increased conversions while lowering costs. Both image ads and motion ads played key roles in the campaign, linking to a landing page that highlighted the benefits of using The Loop's Click & Collect e-commerce service (who wants to stand in line at the airport when you can pre-pay online?). To ensure maximum audience coverage, The Loop took its strategy further and distributed ads across two mobile campaigns: one for English speakers, and one for French speakers. When the English campaign began to deliver better results — more clicks, viewable impressions, and conversions — The Loop launched a mobile retargeting campaign geared toward that audience for increased online sales. The Loop also used an automated bidding tool to bid on impressions that were most likely to drive conversions, ultimately producing a winning creative strategy optimized for maximum performance. #### Takeaway: Image and motion ads may boost interest among buyers Both static and animated ads are go-to formats for boosting brand awareness—perfect for businesses that need to spread the word about their products and services—but image and motion ads on desktop and mobile can also lead to more visitors and sales. For The Loop, they produced a 10% month-over-month (MoM) increase online customer transactions, 22% MoM increase in total revenue online, and 85% MoM increase in website traffic. Compared with The Loop's advertising efforts from the previous year, the campaign outcome was even more impressive. Website traffic went up 200% year over year (YOY), online customer transactions rose by 140%, and the brand saw a 103% increase in online revenue—all of which was aided by The Loop's ability to think on its feet and employ mobile retargeting for its top-performing campaign. ## Achieve Lower CPA & CPC ### Driving potential car purchases with Renault Australia These days, much of the car-buying process plays out online, where consumers visit auto manufacturer websites to check out vehicle features, financing options, and more. No wonder Renault Australia—a pioneer in car manufacturing since 1898—wanted to drive site traffic at scale and retarget engaged audiences to improve conversion rates. With website clicks a priority, lowering the brand's CPA (cost-per-action) and CPC (cost-per-click) spend was a must. The solution? Test and optimize native ads in a trial campaign designed to produce both greater buyer consideration and more leads. Renault used image and motion ads across premium publisher properties including blogs, niche websites, and mobile devices. Each ad led to a model-specific landing page. For those visitors who didn't convert right away, Renault relied on a tracking pixel to identify and retarget them with personalized ads. With the help of a data marketplace, the brand reached new audiences from among 20,000 distinct segments. Visitors were captured and segmented into interest groups and served engaging messages, allowing Renault to encourage qualified repeat site visits. That led to a large volume of strong new car-shopper leads. Because no campaign is complete without an effective optimization strategy, Renault also employed a smart bidding tool to drive critical conversions, like using the brand's online car configurator tool. #### Takeaway: Experiment and optimize Renault's trial native ad campaign produced higher conversions across "car configurations," "find a dealer locator," "book a test drive," and "brochure downloads" tools, but the brand's costs also went down compared with another native service provider. Cost-per-click (CPC) was 16% lower, while Renault's cost-per acquisition (CPA) was 51% lower as well. And although native advertising began as an experiment, it later became part of Renault Australia’s always-on strategy. Time and time again, Taboola's native ads have either met or exceeded critical mid-funnel KPI industry benchmarks. Interested in learning more about our high-performing native advertising offerings and multi-format campaigns? Contact us today. --- ### Instagram Marketing: How to Use It for Your Small Business URL: https://www.taboola.com/marketing-hub/instragram-marketing/ Last Modified: 2025-04-20 07:36:54 Long gone are the days where Instagram was simply a place to share photos with your friends (including those filters where you couldn’t really see what was actually in the picture). Today, Instagram is a powerful social media marketing tool that can help businesses connect with customers all over the world, increase brand awareness, and make sales both within the platform and on business websites. It’s become a go-to destination online for customers looking for new products to try and businesses to explore. Despite the rise of alternative apps like TikTok, Instagram remains one of the most popular social media sites across all demographics, making it a great option for advertising your business online. ## What is Instagram Marketing? Marketing on Instagram is where a business or individual uses the social media site to promote either themselves or the company as a whole. The goal is to increase the number of followers to the brand’s Instagram account, which can then drive more sales through the website or directly within Instagram via shoppable posts. Because Instagram is a visual platform, it works best for businesses who are able to post image and video content regularly, as consistency is key to building an engaged and active following. ## Why Use Instagram to Advertise Your Small Business? For the last decade, Instagram has been one of the most globally popular social media platforms across multiple age groups and demographics. As of January 2025, 28.3% of US Instagram users were between the ages of 25 and 34, making this group the largest audience share in the country. This was closely followed by 18- to 24-year-olds, making up 26.5%, and 35- to 44-year-olds, who made up 19.4%. With nearly 170 million users in the U.S. alone, Instagram’s continued popularity makes it an excellent opportunity for small businesses to reach new audiences. Social media users are typically seeking out funny, informative, or educational content when they’re scrolling through different platforms and apps. Tailoring your business content on a platform like Instagram to meet these users’ needs can help you build meaningful and long-lasting relationships with these individuals, who will remember your brand when they’re looking to make a purchase. Despite the rise of alternative social media platforms, Instagram marketers still report high levels of engagement and significant return on investment (ROI), both from organic social posts and Instagram advertising. ## Types of Instagram Posts ### Posts and Carousels The most traditional Instagram post is an image or video, or several in the case of a carousel, shared to the feed as a post. Carousels allow users to swipe through multiple visual pieces of content in a single post. These posts stay on your profile and can be referenced again and again. Captions can be added to enhance the story told in the visuals. ### Reels Instagram Reels are short-form videos in a vertical format. Many businesses have seen great success using Reels, thanks to the high organic reach this type of content achieves due to the Instagram algorithm. This type of post is good for quick tutorials, behind-the-scenes glimpses into your business, or to highlight a product. Using trending audio and text overlays on videos can also boost engagement. ### Stories and Stickers Stories live on your profile for 24 hours before disappearing, making them a helpful tool for promoting quicker pieces of content. These are typically more casual and real-time than posts and Reels, which stay on your profile indefinitely. Stickers can be added to stories for an interactive element, such as polls, questions, or countdowns. ### Instagram Live Looking to connect with your followers in real-time? Instagram Live is a great way to build trust and engagement through a livestream where users can directly ask you questions and have them instantly answered. Lives are a good way to build excitement around a product launch, talk about the brand in more detail, and engage with followers. Instagram Live sessions can also be saved to your profile for future viewing. ### Ads and Shoppable Posts Businesses can run paid advertising in multiple formats, such as via Stories or carousel-based advertising. These are managed through Meta Business Manager and will appear to users in a similar way to organic posts, but with a call-to-action that allows them to click through to your website to make a purchase. You can also run shoppable posts both as an ad or organically, where users can make purchases from your online store directly within Instagram. ### Sponsored Posts and Partnerships Collaborating with influencers or other brands can help businesses expand their reach and boost their credibility. These posts should seamlessly integrate into a user’s feed like an organic post, making them an effective way to promote your products without feeling too sales-heavy. ## 7 Strategies to Promote Your Business on Instagram ### 1. Optimize Your Profile for Conversions Take advantage of the space you have in your profile bio with interesting content that says who you are and what users can expect if they follow you. Set up a page on your website specifically for a linkable page that you can include in your bio that takes users to different areas of your website from Instagram — also known as the “link in bio” section. Keywords can be beneficial in your bio for Instagram search optimization, but remember that you have a character limit, so try several bio options until you find one that works for you. If you’re a local business, don’t forget to geotag your posts. This means that anyone who clicks on your location within Instagram can see your posts listed there, along with any others that users may have tagged themselves. This is great for restaurants, bars, and retail businesses. ### 2. Run Targeted Ads If you’re looking for a faster way to reach your audience while you build up your profile organically, Instagram ads can be helpful to reach more people with specific targeting. Promote a sale, a new product launch, or work with influencers to reach new markets. Experiment with different post formats in your ads, like carousels or video ads, to see what works best. ### 3. Partner With Micro-Influencers You don’t have to work with the biggest and most well-known influencers in your industry to have an impact. Micro-influencers, or those with 1,000-100,000 followers, often have niche, but very engaged, audiences that you can benefit from. Working with micro-influencers can also be more cost effective for your marketing budget, as they’re unlikely to charge the same per-post prices that an influencer with millions of followers would. If you’re not sure about influencer marketing for your brand, this can be a good place to start. ### 4. Create Interactive Stories The Stories feature on Instagram remains one of the most popular additions to the platform, so make use of all this has to offer. Engage with your users and encourage them to engage with you through polls, quizzes, and Q&As through your stories. ### 5. Encourage User-Generated Content (UGC) There’s nothing better than a loyal fan base, so ask your top customers if they’d be willing to create images or videos of them using or discussing your products that you can share on your social channels. This is one of the best ways to build trust with new followers, as they can see real people who already love your brand. ### 6. Use Instagram Shopping Features If you want to make more sales on Instagram, consider setting up an IG shop to encourage users to make purchases within Instagram without ever having to leave the site. The commerce tools within Instagram are customizable and easy to use as a business owner. If you’re running an e-commerce site on Shopify, you can integrate these two platforms to set up a synced sales channel, to keep better track of revenue and inventory. ### 7. Repurpose Your Content From Other Platforms If you’re already creating content for other social media channels, see where you might be able to repurpose this content onto Instagram. Not all of your followers will be on each site, and this can save you significant time in content creation when you cross-post your images or videos elsewhere. This can also help you stay consistent with your posting schedule, which is essential for continued growth on social media. ## How to Create Engaging Content on Instagram as a Small Business ### Know Your Audience Understanding exactly who your ideal audience is should be the first step in any marketing plan, social media or otherwise. This is the only way you can create content that will resonate with who you’re trying to target. Think about what their pain points are, why they might want to become your customer, and how exactly your products or services can help them. From there, you can build content that’s more likely to create a connection, as it addresses a particular need they have. ### Create High-Quality Content As a visual platform, Instagram relies on quality content. Images should be well-lit and videos should have clear visuals and audio. Maintain consistency across your posts that align with your branding, so you look professional and cohesive when it comes to all aspects of your visual branding. ### Tell a Great Story The most successful type of content on Instagram all comes back to great storytelling, whether you’re informing your audience about something or trying to entertain them. Sharing your business journey, get-to-know-us posts about your team, and even behind-the-scenes glimpses at your products are all good ways to build a more personal connection with your audience. ## How to Set Up Your Instagram Business Account ### Step 1: Create Your Account If you have an Instagram account already, you can switch from a personal to business account in your settings. Navigate to Settings and Privacy, then Account Type. From there you can switch to a professional account and select a category that most aligns with what you do. If you’re creating a new account for your business, simply sign up for a new account and then follow the steps above to switch from personal to business. ### Step 2: Optimize Your Profile Once your account is created, you can update your profile picture (usually your business logo), add a link to your bio, contact information, and address information if you have a physical location. ### Step 3: Connect Your Products For businesses setting up an Instagram Shop, you can go into Meta’s Commerce Manager and click on Start Now to begin creating your shopfront. If you’re already using an e-commerce tool like Shopify, WooCommerce, or BigCommerce, this is where you can connect to those platforms and upload your product information. You can start adding items to your shop straight away and create customer collections just for Instagram. ## Apps and Tools to Use With Instagram ### Content Creation Making content is the first priority once you have your Instagram account set up. Tools like Canva and Photoshop are great for designing custom graphics for your posts, Stories, and Reels, while CapCut and Mojo are useful video editors that help you cut together video content and add effects like music and text. ### Scheduling You may prefer to schedule all of your content posting for the week or month at one time, rather than posting in real time. There are plenty of apps and tools out there to help you do this, such as Later, Buffer, Hootsuite, and Sprout Social. ### Analytics Knowing how your Instagram marketing is performing is essential for knowing exactly what you should be posting and how your content is resonating with your audience. Tools like Google Analytics can only give you information about what happens when a user moves from Instagram to your website, so other tools are needed to see exactly what’s happening on Instagram itself. The native insights on Instagram are limited, so tools like Iconosquare or Sprout Social can provide more in-depth analysis of how your content is performing. ## How to Track and Optimize the Performance of Instagram Ads Understanding the performance of your paid Instagram advertising is critical, even more so than your organic posts, as you need to see what ROI your ads are generating to more effectively optimize your marketing budget. Track key metrics like reach and impressions, engagement rate, click-through rate (CTR), and conversion rate through Meta Business Manager to determine how well your ads are performing. You can also run A/B tests on different ad variations to see which ones perform better. Think about your ad placements and if those could be adjusted to reach a bigger or more targeted audience, depending on your advertising goals. You should also continually review your conversion funnel to ensure that no customers are being left behind — optimizing slow-loading landing pages or simplifying your checkout process can lead to significant sales increases. ## Key Takeaways As one of the most powerful tools for businesses looking to connect with customers and build brand awareness online, Instagram is a great option for any size business looking to advertise on social media. Using the different types of content format available on the site, you can create an engaging experience for your audience that keeps them interested and invested in your brand. ## Frequently Asked Questions (FAQs) ### Is Meta for Business (formerly Instagram for Business) free? Advertising organically on Instagram, where you’re posting content to your own profile, is free. However, running paid advertising will cost you and this amount will depend on your budget and the type of advertising you’re running. There may also be some merchant fees associated with using Instagram Shop. ### What are the disadvantages of using Instagram for your business? The need to consistently create new content can be especially challenging for small businesses, or businesses with minimal creative resources or budget. The algorithm constantly changes, which can also make it more difficult to stay on top of what type of content will resonate most. Organic reach is becoming more limited on Instagram, along with other social platforms, which often means you’ll need to pay to reach a larger audience. ### What alternatives exist to advertising your business on Instagram? Other social media platforms like Facebook and TikTok can be good alternatives to Instagram. If you’re looking for online options that don’t involve social media, search engine optimization (SEO) strategies can be very successful for many businesses. Email marketing or traditional local marketing like print, TV, or radio can also still be effective. --- ### Best TikTok Ads of 2024: What Worked for Brands and Why URL: https://www.taboola.com/marketing-hub/best-tiktok-ads/ Last Modified: 2025-07-17 08:23:47 A TikTok video has about as long a window of opportunity to catch a viewer’s attention as you have spent reading this sentence. On its own site, TikTok refers to the “three second rule,” meaning that if you can’t hook a person’s attention within the first three seconds of a TikTok video, you’re likely to lose them. When the “you” in question is a marketer who has spent big bucks on a TikTok advertisement and is counting on that spot to lead to sales, losing attention is not something you can afford to do. To help figure out what makes for a great TikTok ad, I’m going to look at some of the most successful examples from 2024. Each of these TikTok ads went viral, spreading brand and product awareness, elevating the appreciation of the companies that created them, and increasing sales. Marketers looking to score their own successes via TikTok ads can learn much from the best TikTok Ads of last year. ## 5 Inspirational TikTok Ads from 2024 ### Ryanair Over the course of 2024, Ryanair released scores of TikTok videos featuring an anthropomorphised — and quite sarcastic — jet plane owning up to the airline’s reputation as a cheap, bare bones operation. The ads were aimed at customers already well aware of the brand and in the consideration phase of the marketing funnel, with the message being: “Yes, we know our planes are cramped, our baggage policies are strict, and the overall experience is less than glamorous, but we also know our prices simply can’t be beaten, so deal with it!” By owning the company’s reputation and poking fun at itself, rather than trying to paint a different portrait in people’s minds, the ads diffuse tension, prepare people for the experience they’ll have, and elevate brand reputation. The series of ads continued right on into 2025. Screenshot ### Ore-Ida Potato product company Ore-Ida cashed in on a classic moment from the cult comedy movie Napoleon Dynamite by bringing back the film’s star, Jon Heder, to reprise his title role 20 years after the 2004 release of the film. In the brief spot, Heder wears pants with a special tater tot-protecting pocket, harkening back to a moment in the movie when another character crushed said foodstuff in his pants’ pocket. Playing to convert potential customers into buying tots (or other products), the ad garnered comments such as, “This is the most incredible bit of marketing I've ever seen. Well done,” and, “And you know what now I’m bout to go get some tater tots because of this ad thank you!” Sounds like a success! Screenshot ### American Eagle The apparel company launched a campaign on TikTok that led to hundreds and hundreds of people posting videos that were then viewed by thousands and thousands of people. Cumulatively, they attracted millions of views and created lots of impressions, generating plenty of brand awareness for people who had not thought about American Eagle in quite some time. The campaign, #InMyAEJeans, has people dancing their way across TikTok. ### McDonald’s In an effort to help promote awareness of mental health, especially mental health issues afflicting children, McDonald's in the United Kingdom removed the famous smile from its happy meal boxes during mental health week. The company ran ads featuring children discussing the lack of the smile on TikTok, as well as on other social media platforms, hoping to help promote conversations about the often-taboo topic. Being as McDonald's is such an established brand, this ad was all about loyalty, hoping to promote goodwill among customers and have them return yet again to the fast food giant. ### Duolingo During the course of 2024, the language learning company Duolingo established itself as a true powerhouse on TikTok, with multiple videos scoring tens of millions of views. The company established a humorous, often random and ironic persona, with the persistent green owl ever-present in its content. Duolingo built up such a following online that when they pretended the mascot was killed off in early 2025, it was almost like serious breaking news to the world. ## What Makes a TikTok Ad Great? ### Authenticity “Based on my experience, effective TikTok ads have some things in common, such as authenticity,” says Mark Voronov, co-founder & CEO of SocialPlug. “People appreciate real content, which is why ads that are organic and relatable work better. Participating in popular TikTok challenges or activities will enhance visibility and it's great for real-time marketing (RTM). The younger generation prefers good-quality visuals and catchy music. Hence, using them can also attract attention in real time.” “The best TikTok ads do not feel like ads,” agrees Nick Spivak, head of business development at IT Monks. “They blend into the feed, entertain first, and sell second.” ### Pacing In a TikTok video, you need to get to the point — or at least the humor — fast. “To make TikTok ads viral and encourage conversions, you need to grab attention in the first couple of seconds, just to prevent users from scrolling past,” says Voronov. “At the same time, your story has to be an emotional one. If you can motivate users to create content about your brand, that's an excellent bonus.” ### Engagement Even mediocre TikTok videos can garner millions of views if they’re posted by an account people want to be watching — provided most of the rest of their content is indeed good. As long as you post regularly, your success on the platform will grow. Keeping your posting schedule consistent can greatly drive viewer engagement. ### Music and Effects TikTok is all about the music, the captions, the effects, and more. Quick edits and lots of flash will help keep eyes on the screen, so make sure that your videos are an enjoyable smorgasbord of sound and vision. ### Casual Messaging Just as there are key factors that make for great TikTok ads, there are mistakes marketers make as well. “The biggest mistake brands make is overthinking it,” says Spivak. “TikTok moves too fast for polished, corporate messaging. If your ad does not hook someone in the first three seconds, they have already swiped. The best ads feel like entertainment first and marketing second.” If it feels like an ad, it’s going to get skipped, echoes Voronov, adding that, “Marketers should avoid highly promotional content because TikTok users prefer entertainment over blatant advertisement. Not adapting to the evolving trends of the platform also decreases your content's visibility. Most importantly, make all your content mobile-friendly, as TikTok is a mobile-based platform.” Also, don’t forget to use the tools that the platform provides. “TikTok makes it simpler than ever to incorporate CTAs: Swipe-ups, direct links, or shop-nows,” says Denise Murray, marketing manager with Microdose Mushrooms. “If you require someone to convert, make sure your CTA naturally reads as a continuation of the experience. Don't break the playfulness of the video. If users are engaged and enjoying the ad, then they’re likely going to take an action.” ## Are TikTok Ads Good for your Business? TikTok ads can be quite good for a business, especially if it’s targeting a younger demographic and wants to reach a large, highly-engaged audience with a platform known for its creative and entertaining content. However, the effectiveness of TikTok ads depends heavily on your target market and the type of content you create for your ads. If your videos are generally disliked, you may risk sullying your brand’s name. ## Types of TikTok Advertisements TikTok has several types of ads, including the most common, in-feed ads. These are the ones to watch for: ### In-feed ads Also known as native ads, in-feed ads appear in the user's feed and look like user-generated content. Users can like, comment, share, and more with these posts. ### TopView ads TopView ads appear at the top of the user's “For You” page to reach a wide audience. ### Brand takeover ads Brand Takeover ads are full-screen, high-impact ads appearing as the first thing a user sees when they open the TikTok app, offering brands a prominent and potent advertising opportunity. ### Branded hashtag challenges TikTok’s branded hashtag challenge ads are paid campaigns encouraging users to create and share videos around a specific brand-related challenge, thereby boosting brand awareness and engagement through user-generated content. ### Branded effects ads These are custom, sponsored effects that are created by brands and appear as filters or stickers in the app, allowing users to interact with a brand in a fun and engaging way, boosting brand awareness and engagement. ### E-commerce ads TikTok e-commerce ads are designed to drive product discovery and sales directly within the platform, offering various formats like Video Shopping, Catalog Ads, and LIVE Shopping, allowing users to explore and purchase products with ease. ## How to get Started with TikTok Advertisement in 6 Steps Here’s how to get going with TikTok ads: ### Step 1: Create your account Go to the TikTok Ads Manager's signup page and fill in the boxes with your email address (or phone number) and a password to get started. Enter your personal and payment info as prompted. ### Step 2: Create your first TikTok ad campaign Once you’ve created a TikTok Ads Manager account, you'll be directed to the “ad creation workflow,” where you will be directed to choose a campaign objective. ### Step 3: Choose your campaign objective Your campaign objective is the goal and strategy of your advertising, so think of what you hope to accomplish. TikTok Ads Manager puts common objectives into three areas: “Awareness, Consideration, and Conversion.” ### Step 4: Select your target audience Ads Manager offers myriad targeting options including things like location, demographics, age/gender, interests, behaviors, and device use. You know your audience, so tailor appropriately. ### Step 5: Set your campaign budget and schedule You can set your budget as a daily spend, or you can determine the “lifetime” spend of a campaign. ### Step 6: Add your creatives Per TikTok, the last step is “connecting with a world of new customers — upload the eye-catching video content you prepared earlier, or you can connect to your owned or authorized TikTok account and run your ad on live posts. Explore the creative toolkit under the Tools tab to give you a leg up in creating engaging content.” ## About the TikTok Ban (And What Advertisers Should Do to Prepare) TikTok was briefly shut down earlier this year over long-gestating national security concerns, due to its ownership by Chinese company ByteDance. The Trump administration has temporarily rescinded the ban as U.S.-based investors work to spin off TikTok's American operations and buy out Chinese investors. The plan is to address the current security concerns to avoid a complete ban, but the deal would require approval from ByteDance and both the American and Chinese governments. Stakeholders are working to finalize a solution before the April 5 deadline. As you would expect, this development has major ramifications for marketers and influencers who rely on TikTok for both engagement and revenue. With the future of TikTok in the USA uncertain at best, marketers should prepare for potential future restrictions by diversifying their digital strategies and exploring alternative platforms to mitigate risks. ## Key Takeaways In order for a TikTok ad to be successful, it has to feel authentic, blending seamlessly into a viewer’s feed — not feeling like an ad popped up, but just feeling like more content. Some of the best TikTok ads of 2024 were those that got people laughing and showed brands not taking themselves too seriously. Often, the most successful ad content on TikTok doesn’t even promote any specific product or service, it just promotes good feelings about a company. When making a TikTok ad video, make sure to hook your viewer quickly, make sure it feels raw and real, and make sure the viewer experience is going to be fun. ## Frequently Asked Questions (FAQs) ### What are some TikTok trends marketers should be aware of in 2025? In 2025, marketers should be aware of trends such as Brand Fusion, AI incorporation, and personalization. Brand Fusion involves forming partnerships with creators to connect with specific communities. Brands are also finding success by “being there" for people, making followers feel truly cared for and connected with. Ironically, using advanced automation to personalize experiences can enhance this sensation. ### How much does one ad cost on TikTok? According to current data, the average cost of a TikTok ad is around $1 per click (that’s the “cost per click,” or CPC) and $10 per 1,000 impressions (CPM), though this can vary significantly based on factors like targeting, ad format, and competition level. A typical minimum campaign budget starts at $50 and daily ad group budgets usually around $20. ### How do you Write a TikTok Ad? Just like you write a TikTok video! Your ad should feel unscripted and candid, though in fact you will probably put a fair amount of effort into making it seem so effortless. Make sure your brand and products are seamlessly woven into the wording and imagery and, above all, just have fun with it. --- ### Facebook: Why Use It For Your Business? URL: https://www.taboola.com/marketing-hub/facebook-for-business/ Last Modified: 2025-11-13 13:11:07 Facebook is the largest social media platform in the world, where billions of people gather online to share resources and connect with other people. But, Facebook is more than an online network for people to stay in touch with friends: The platform is also a great resource for companies looking to connect with customers directly while learning more about their interests, pain points, and needs. At the same time, brands can educate consumers about the value their products could bring into their lives by posting status updates, images, videos, and live broadcasts, and participating in groups, by setting up a free business page. “Facebook remains one of the most powerful platforms for business growth because it’s built for connection, conversation, and community,” Sophie Musumeci, founder of Real Entrepreneur Women, explains. “Unlike other platforms, where content is fleeting, Facebook allows businesses to create a home base — a place where their ideal clients can engage, learn, and buy.” With creative consumer-driven content, and carefully crafted targeted ads, companies have everything to gain by showing up to this online watercooler. Here’s how to use Facebook to your advantage. ## How Does Facebook Work? Facebook functions in a similar way for businesses as it does for individuals. People can sign up for a Facebook profile for free, and then share content like text statuses, videos, pictures, and external links to articles, and then use their platform to connect with others. Companies do basically the same thing on Facebook by setting up a business page. After creating a page, brands can post content, join groups to connect with others, purchase ads for specific audiences, and follow the accounts of other businesses and public pages. “Your business page is important, but your real impact happens inside a thriving Facebook group,” Musumeci notes. “Groups create a space where potential clients can connect, see your expertise in action, and move toward working with you.” For example, a health and wellness company can recommend products to weight loss groups, or a business that sells baby gear can look for moms and parenting support groups to make suggestions. ## Understanding the Facebook Algorithm Although the Facebook algorithm is proprietary and the company’s trade secrets cannot be fully understood, marketing experts like Musumeci have discerned that the algorithm prioritizes accounts that post regularly, and content that sparks interactions throughout the platform. “Instead of just broadcasting content, focus on posts that spark conversation — ask questions, encourage comments, and reply to every interaction,” Musumeci suggests. “More engagement equals more visibility.” Companies can write social media copy that provokes comments, likes, and shares, but the content must be compelling and engaging, or consumers may see it as engagement baiting — a forced way of prompting interactions with posts that can be seen as disingenuous, when authenticity is what builds trust with potential customers. Instead, Musumeci advises sharing “value-driven content, client wins, and behind-the-scenes moments. The more relatable and real you are, the more your audience will stick around.” David McMenomey, founder of the digital marketing agency Redemit1, agrees that the algorithm rewards participation and engagement, as well as the amount of time spent on a post. By utilizing long-form storytelling in video and other media, people will stay on a post longer, leading to more engagement and shares. “This lowers overall campaign costs because it’s being seen by users to whom the ads were not initially displayed,” McMenomey explains, adding that he saw, on average, a 40% reduction in such campaign costs from this long-form approach. ## Why Businesses Use Facebook? ### Facebook is the Favored Social Network Facebook is the most popular social media platform in the world, with 3 billion active users, and in the U.S., a majority of them are adults between the ages of 25 and 34. Part of the reason for Facebook’s popularity is because it’s been around longer than competitors like TikTok. Although 93% of Facebook users surveyed told the Pew Research Center that they’re on the platform to connect with friends and family, on a psychological level, it may be deeper than that: Research suggests that people like Facebook because it satisfies two universal human needs — the need for belonging, and for a sense of control over how we present ourselves. ### Facebook Users Like to Spend Money The same Pew data showed that up to 37% of people use Facebook for product reviews and recommendations. 37% of over 3 billion active users is over 110 million people, which is a pretty big potential customer base. It’s no coincidence that Facebook is also the largest social media platform for making purchases, accounting for 39% of all purchases made from social networks, according to the 2025 Sprout Social Index. “That makes it an incredibly important platform for businesses of all sizes to utilize for reaching objectives at all levels of the funnel,” says Claire Cassidy, a search and social media manager at Exverus Media. ### Facebook Makes Niche Marketing Easy The Facebook Ads feature makes it easy for companies to target (and retarget) specific audiences and niches with paid advertisements based on age and gender, but also more detailed information like interests, hobbies, and purchasing behaviors. Facebook also offers several AI-powered ad tools: Cassidy recommends using resources like Advantage+, Advantage+Sales, and Advantage+Leads to help run paid social campaigns efficiently and “get the most bang for your buck.” ## Facebook Terms to Know ### Profile Facebook may not be your thing, but in order to create a page for your business, you have to set up a personal profile as well. Your profile should contain basic personal information, your name, photo, education, and profession. If you’re more of a reserved person online, Facebook has a number of privacy settings to control who can see your profile and posts. That said, if your main goal on social media is to direct people to your business page, make that information easily accessible here. ### Page After you have a personal profile on Facebook, you can sign up for a business page, and set it up in a similar way. Only this time you want to include your industry, an overview and history of the company, website and contact information, as well as a logo or cover image that represents the brand. Once this is set up, businesses can use pages to post text statuses, images, videos, and external links, or start buying ads for targeted audiences. ### Newsfeed Facebook’s newsfeed is basically the front-page newspaper equivalent of social media. The feed shows you which posts your friends and colleagues are liking and commenting on, as well as other accounts they follow. The elusive Facebook algorithm also pushes posts to the top based on your interests, what similar Facebook users are viewing and engaging with, content that people have paid to boost, and ads from other companies. Your posts will appear on the newsfeeds of friends, but the more engagement you have, the better the chances are that they will be pushed to the top and appear on other feeds. ### Timeline A timeline is a personal record of all your personal or business posts, the posts you’ve interacted with, and posts you’ve been tagged in — sort of like a newsfeed for yourself. For businesses, tags are shoutouts from Facebook users that link back to the page, and appear under the “Mentions” tab. ### Friends versus Followers With a personal Facebook profile, users can send out friend requests, and once accepted, view the profiles for their new friends. Business pages cannot friend request users, but they can follow other business pages, or invite potential followers to like their page. When a person likes your business page, they automatically follow your content, meaning it will show up on their newsfeed, as long as it’s engaging. ### Status Updates, Groups, Reels, Stories, Lives, Events, Marketplace Some of these features overlap with other social media platforms like Instagram, but are particularly beneficial on Facebook because of their more mature audience. Business pages can use Events to set up and invite Facebook users to events, or sell products on Marketplace. Business pages can also join Facebook to ingratiate themselves with relevant communities and learn about consumer problems. There are a number of Facebook groups that are valuable resources for online marketers as well, like Facebook Ads Mastermind. Reels function as shorter videos under 90 seconds, intended to attract shorter attention spans and compete with mobile content on newer platforms like TikTok. Again, longer videos have the potential to organically boost engagement, but a strong marketing strategy will utilize both. Stories, which are available for only 24 hours, create a sense of immediacy. Likewise, Facebook Live, a live broadcasting feature, gives people a behind-the-scenes peek at the brand and people behind it in real time. ### Engagement and Engagement Baiting Again, engagement baiting refers to prompting comments and shares in an inauthentic, non-creative way (think “share or comment if x,” but without any substance). Genuine engagement is more important because it indicates what is organically getting shared and viewed by more Facebook users, whereas “impressions” and “reach” are “vanity numbers in the Facebook ads dashboard,” according to McMenomey. Instead of measuring engagement via vanity numbers, he recommends using metrics like cost per mille (CPM). CPM, also referred to as cost per thousand impressions, is an important metric for engagement because it shows how real people are responding to posts outside of paid, targeted ads. The average CPM is around $11, but can be as high as $30 or as low as a few dollars. It’s worth noting that the more a company increases their ad budget on Facebook, the more their CPM will go up, McMenomey explains. Hosting regular, quality content with compelling visuals, creative storytelling, and relatable problem-solving helps to boost organic trafficking and bring your CPM down. ### Cost-Per-Result (CPR) Comparable to cost per acquisition (CPA) or overall conversion rate, on Facebook, this metric is listed as cost per result (CPR). While click through rate (CTR) and cost per click (CPC) are relevant marketing terms that refer to the rate and cost of getting people to click on ads, CPR is specific to Facebook and measures how much it costs to convert customers into sales. A good Facebook CPR will range between $0.50 and $2, but can be higher, depending on how niche or competitive the industry is. ### Facebook Pixel Facebook Pixel is a tracking tool that allows companies to target ads based on users’ actions and interests, instead of just basic age, gender, and geographic audience segmentation. When Facebook users click on an ad, the pixel analyzes their past purchasing behaviors, resharing ads for those who didn’t complete their purchases, and optimizing ads for ideal customers. While Facebook Pixel is a free plugin, it costs anywhere from $0.30 to a few bucks CPC to start a conversion campaign, and McMenomey recommends having at least 50 sales from Facebook Pixel for ideal optimization. ### Lookalike Audience A lookalike audience is a feature on Facebook Ads that allows companies to target customers who are similar to their current customer base. “It acts as a jump start for your ad targeting,” McMenomey explains, warning that while it can raise your CPM, it can still be a very effective tool. ## How to Get Started With Facebook ### Complete Your Profile Make sure your Facebook business page profile is filled out thoroughly, including the “About” section, website, and contact information. The description should match the company’s website and other social media pages, but remain conversational. For the profile picture, use a professional photo of a person’s face to increase the sense of connection with customers, while using clear, professional banner images as cover images. Although it’s important to be consistent with branding across platforms, Musumeci warns that overly corporate or impersonal language on social media can backfire, adding that, “People engage with real, relatable content.” ### Start Posting Regular posting is essential when presenting your company, and experts recommend scheduling three posts per day to start with. “One mistake we see is a business creating a page, then abandoning it after a few weeks of posting,” McMenomey says. “Customers want to see an active page with weekly posts at the very least.” Facebook stories, lives, participating groups, and interacting in the comment sections can also drive up interest in your posts and business. Whether you’re posting on your main feed, sharing a story, or going live, Musumeci recommends focusing on “content that provides value, and encourages engagement rather than just selling.” For instance, instead of pushing products, experiment with content that solves real problems, and integrate offerings to help. ### Boost Posts and Buy Ads Whether it’s a reel, long-form video, or another piece of content, paying to boost a post is a type of Facebook ad that shows a specific piece of content to more Facebook users as sort of a one-off. Companies can also purchase Facebook Ads, which allow for more audience targeting data and optimization opportunities in the long-term, like ad placement and purchase tracking. ## How to Build a Good Business Page on Facebook ### Be Accessible Since over 98% of Facebook users are accessing the platform on a mobile device, it’s crucial for companies to optimize their content for smartphone viewing. As a general rule, brands should format photos and videos to fit a vertical screen, videos should include captions to keep viewers engaged, and large lumps of text should be avoided. Beyond being accessible via mobile device, Musumeci also suggests being accessible as a business. “One of the biggest mistakes businesses make is treating Facebook as a one-way communication channel,” she says. “Businesses should actively respond to comments, start conversations, and use Messenger to connect with potential clients.” ### Develop Trust and Community Along with being accessible to customers via comments and messenger, it’s important to engage with Facebook communities and spark trust. Cassidy suggests starting small by following a handful of pages of clients, partners, vendors, trade publications, or any users that have their profile set to public. Ideally, some might follow back. “Like and comment on their posts, and try to start a conversation. Be friendly and personable,” she stresses. “Don't annoy them.” Once you start to assemble a community of followers, the unedited nature of Facebook Live can “boost organic reach and create real-time connection,” Musumeci points out. For instance, demoing a product “gives potential clients a chance to experience your energy, knowledge, and authenticity, building trust quickly.” ### Grow Your Audience For businesses that are new to the platform, Musumeci suggests focusing on organic engagement before paying for ads. By establishing a more naturally engaged audience, companies can learn about what content is valuable by listening to customer needs first. From there, Facebook ads and tools like Facebook Pixel offer companies opportunities to market content to niche audiences based on age, profession, and past purchases (even incomplete ones). While large, broad audiences can be attractive in terms of numbers, smaller communities with interests relevant to your brand can be more important for businesses starting out. ## Key Takeaways To connect with Facebook users, build a business page with a clear, conversational description about the value you can bring to their lives. Content that’s optimized for mobile viewing, uses compelling visuals and storytelling to start conversations, and solves problems is best positioned for organic engagement, while Facebook features like stories, lives, and groups help boost engagement by building community and trust. Post boosts and other Facebook ads can help get content in front of new customers, and tools like Facebook Pixel and lookalike audience can help target the best consumers for your niche. ## Frequently Asked Questions (FAQs) ### How much do Facebook ads cost? Facebook ads are auction-based, which means the more competitors there are, the more it costs to get your paid content seen by Facebook users. That makes it difficult to say exactly what Facebook ads might cost you, although a report from Shopify reveals that Facebook ads cost approximately $0.70 per click and $13.75 per thousand impressions in 2024. Facebook rewards high performing ads, so prioritizing quality, consumer-driven content with solid storytelling will cost brands less in the long run, compared to posts with low engagement. In terms of how much an ad should cost, that depends on how much your business is bringing in and CPR. Overall, a business should be seeking to have a positive return on their investment, or break even, McMenomey says. ### What are alternatives to Facebook to advertise your business? McMenomey’s favorite alternative to Facebook is YouTube ads, because the reach is very large and the audience is very engaged. “If you’re currently scaling well on Facebook, with a few creative adjustments, you can tap into another large pool of buyers over on YouTube,” he says, noting that many of these adjustments pertain to video structure and copy sequence. Musumeci agrees that with longer engagement times and high search intent, “YouTube advertising can be highly effective, especially for brands leveraging video marketing.” ### How do I change my Facebook account to business? Though it’s not possible to convert a personal Facebook account into a business page, after setting up a business page, entrepreneurs can set their personal profiles to “professional mode.” This allows them to access data on how posts are doing, use monetization tools like in-stream ads, and reach a broader professional network while maintaining existing relationships on the platform. The best way to get those friends to follow your business page comes back to the best way to do anything on Facebook: Have a conversation. --- ### Facebook Retargeting: A Starter's Guide URL: https://www.taboola.com/marketing-hub/facebook-retargeting/ Last Modified: 2025-06-30 09:19:20 Marketers have long talked about the “rule of seven,” which states that it takes seven touches for a customer to finally make a decision. That thinking is more relevant than ever, as consumers are bombarded all day, every day, with marketing messages. Luckily, technology has made it easier than ever to remarket to consumers who’ve already seen your brand messaging. Through retargeting, you can identify those customers and aim your ads their way. On Facebook, retargeting is done through a combination of a pixel on your website and Facebook’s built-in tools. Below, I’ll get into how to retarget ads on Facebook in detail. ## How Does Facebook Retargeting Work? Facebook retargeting works through a pixel on your website. The pixel is a piece of code that tracks activity coming from Facebook, and that data can then be used to create custom audiences when you’re placing your Facebook ads. In doing this, you deliver ads specifically to users who’ve previously interacted with your website. ## How to Set Up a Facebook Retargeting Campaign in 3 Steps ### Step 1: Install the Facebook Pixel You’ll find the Facebook Pixel in the Events Manager. Simply click the plus sign to connect data sources. Choose Web. Name your pixel. Choose the method you want to use to add your pixel to your website. ### Step 2: Create a Custom Audience Once your pixel is set up, it’s time to place your ad. When setting up your ad, choose Custom Audience under Create Audience. Select Website. Input your pixel name and your website URL. The Ads Manager will recognize the pixel from the connection you made in the previous steps. ### Step 3: Design and Launch Your Retargeting Ad An important part of retargeting is the ad creative. Setting multiple ads geared toward a warm audience and testing them can help you see which messaging converts best. Using AI-powered predictive analytics can help you further narrow your ideal audience. ## Benefits of Facebook Retargeting ### Increased Conversion Rates Retargeting displays your ads to customers who’ve already shown at least some interest in your brand. This means you’re reaching out to warm audiences, who are more likely to convert than a cold audience learning about your brand for the first time. “Retargeting is a great strategy to keep brands, products, and services top of mind with an audience that has already engaged with an advertiser’s content in some way,” says Michael Merring, associate media director at LevLane Advertising. “We typically see remarketing audiences convert at a higher rate, and at a lower cost, compared to prospecting audiences.” ### Personalized Ad Experiences Retargeting lets you customize your ads to individual customers based on their previous behavior, which improves relevance. Zarina Bahadur, CEO and founder at 123 Baby Box, primarily attributes her company’s rapid growth to Facebook Ads retargeting. The key, she says, is executing them properly. “These ads work because they feel relevant,” she says. “The familiarity of your brand increases the likelihood of turning interest into actual sales.” ### Improved Brand Recognition If your branding is on point, retargeting can help familiarize customers with your name and your offerings. Over time, that recognition can lead to engagement. “Online users tend to return to web pages when they see customized ads at just the right moment, to discover fresh site content,” explains Daniel Roberts, CEO of Lava Roofing. “Different engagements between users and your brand through time promote both brand recognition and trust, thus increasing the credibility of your brand in the market.” ### Cost-Effective Advertising Since, as mentioned, retargeted ads focus on warm audiences, they’re more likely to get conversions than those that target cold audiences, and that reduces your cost. AI-driven performance marketing platforms can help take this to the next level, measuring results and placing ads where they’re most likely to get engagement. “Retargeting audiences are smaller than broader prospecting audience sizes, so the cost to deliver an ad frequency that drives results is less for retargeting,” confirms Merring. ## Useful Tips for Running Your Retargeting on Facebook ### Segment Your Audiences Bahadur stresses the importance of aggressively segmenting your audience with Facebook Ads. When someone visits your website for the first time, that person should see different ads than a customer who has already added three products to their shopping cart, she says, adding that, in her experience, “When ads are personalized, they achieve click-through rates that increase by at least 40%.” ### Test Different Ad Creatives Facebook makes it easy to test different ad creatives, and Roberts encourages businesses to use that feature, if only to keep customers engaged. “Every small business owner should heed my suggestion to minimize repetitive ad display,” Roberts urges. “Use different creative approaches together with message variations to maintain viewer interest.” ### Monitor Performance Metrics Whether you’re retargeting or not, it’s essential that you monitor your key performance indicators like click-through rates, conversion rates, and return on ad spend. When retargeting, though, Merring also recommends keeping an eye on your audience size. “If you’re only running retargeting ads, your audience size will decrease over time and be less efficient,” Merring cautions. “I also recommend watching your ad frequency. This helps determine the right budget to serve to your retargeting audience without appearing in their feeds too often.” ## Considerations When Facebook Retargeting Doesn't Generate the Expected Return If you notice diminishing returns from your Facebook advertising efforts, it may be time to explore additional marketing channels and diversify your strategy. Channel exhaustion can occur when your target audience becomes oversaturated with frequent ads, leading to reduced engagement and conversion rates. To counteract this, consider expanding your marketing efforts to include Facebook alternatives, such as Google Ads, LinkedIn, or even traditional media like email or direct mail campaigns. Each channel offers unique advantages and can help reach different audience segments, potentially revitalizing your overall marketing performance. Performance marketers might consider advertising on the open web to extend growth opportunities beyond traditional search and social media, leveraging AI-powered predictive marketing platforms to target and drive engagement based on user behavior. This mid-to-low funnel strategy will ensure marketing budget is spent efficiently while driving performance results, at scale. By spreading your advertising efforts across multiple channels, you can optimize your reach, reduce dependency on a single platform, and discover new opportunities for growth and success. ## Key Takeaways Facebook Ads retargeting displays your paid ads to consumers who’ve previously interacted with your brand. To retarget on Facebook, you’ll first need to add the Facebook Pixel to your website, then create custom audiences to use the information. Performance-focused solutions that are designed for scalable user acquisition can help take your retargeting campaigns to the next level. ## Frequently Asked Questions (FAQs) ### How do I enable Facebook retargeting? The first thing you need for retargeting Facebook Ads is a Pixel on your website. You’ll couple that with Custom Audiences — set up in the ad manager — and a retargeting ad campaign in the Facebook Ads Manager. “Utilizing specific website URLs or Facebook Product Catalogs are great ways to retarget your products and services that a user has already viewed, but may not have acted on yet,” Merring adds. ### How does the Facebook Pixel work? The Facebook Pixel rests on your website, gathering data on incoming traffic from Facebook that includes page views, purchases, and signups. As Roberts explains, this tracking system lets you monitor visitors who don’t immediately convert. “The installed Facebook Pixel enables you to create customized audience groups for your advertisements, based on particular activities like website users who viewed pricing information, but did not complete contact forms,” Roberts explains. ### How do I synchronize leads from our retargeting campaign? Facebook Ads retargeting is a great way to capture leads. But, Merring points out that you’ll need to set specific parameters to do this. “For website leads, it’s important to append Urchin Tracking Module (UTM) parameters to your URLs, identifying Facebook as the source that drove that lead and any targeting and creative identifiers that are important for evaluating campaign performance,” Merring says. “You will want to test your lead forms and confirm that UTM parameters are passing through to your CRM correctly.” --- ### 10 Ways to Grow Your TikTok Following URL: https://www.taboola.com/marketing-hub/how-to-grow-your-tiktok-following/ Last Modified: 2025-06-05 06:38:05 Despite any controversy, TikTok has become arguably the most prominent and important social media network out there, at least when it comes to connecting with younger audiences. Because of TikTok's importance, millions upon millions of videos are uploaded to the platform every single day, and as a result, it can be difficult to stand out from the rest. The bad news is that TikTok's algorithm isn't public and likely changes on a regular basis. The good news, however, is that there are still basic things you can do to ensure your content is reaching as many people as possible. Here are 10 ways you can grow your TikTok audience. ## 10 Ways to Grow Your TikTok Audience ### 1. Understand Your Target Audience Screenshot It's important to understand who your audience is before you ever start making content — because what's the point in creating content for a different audience than the one who actually views it? Ask yourself, are you simply looking to reach as many people as possible, or are you trying to reach people in particular regions or of particular ages? Beyond that, does your audience respond better to humor or to good production value? While the content in your videos might require some experimentation, you can get an overview of your account's demographics by opening the TikTok app and heading to TikTok Studio, opening the Analytics section, and then tapping on the Viewers tab. Alternatively, you can view the same information in the TikTok Studio app, by simply tapping on the Analytics tab at the bottom of the screen. If you're just getting started and don't really have any analytics to take a look at, a good exercise might be to write down four or five things about your desired audience, including the kinds of videos you think they might be interested in, their overall demographics, and so on, then work from there. ### 2. Post Consistently Posting consistently is one of the most important aspects of growing a TikTok following. There are a few reasons for this: For starters, consistency signals to the TikTok algorithm that your channel is active and likely to stay on top of posting. Not only that, but consistency means you have a better chance of posting videos that make an impact. Not every video will go viral, but if you post regularly and consistently, you're more likely to get some traction. So how often should you post? Speculation suggests that TikTok's algorithm generally favors accounts that post at least once per day. If that's not achievable for you, set a posting schedule and stick to it, whether it be a few times per week or a few times per month. Remember, you can save time by producing multiple videos at once and then posting them over the course of a week or a month. ### 3. Use Trending Hashtags Screenshot TikTok largely revolves around trends, and participating in those trends can have a big impact on the growth of your following. One way you can signal to TikTok that a video is participating in a trend is through hashtags. You can get an idea of what kinds of trends are happening by opening the search page in the TikTok app using the little magnifying glass on the top-right of the Home page. This will give you an idea of trending topics — you can then tap on those to see videos and look at their hashtags. Keep in mind, of course, that you'll want to make videos within your niche, and within that niche, there might be separate trending topics. Make sure to follow creators in the same niche as you and keep an eye on any trends from those creators that you can take advantage of, using the same hashtags. ### 4. Use Trending Music and Sounds Screenshot A major way that trends proliferate on TikTok is through trending music and sounds. Remember, TikTok started as a video platform for dancers, and music is still deeply embedded in the identity of the platform. You can find trending music the same way you'll find trending hashtags: By looking in the search tab or other videos within your niche. You can simply use the same sound as one of those videos by tapping on the small circular music button on the bottom right-hand corner of the video and then pressing the “use sound” button. ### 5. Use TikTok's Built-In Creator Tools Screenshot TikTok has a range of tools to take advantage of when you post videos, and it's a good idea to take advantage of as many of them as possible. For example, try editing your videos directly within the TikTok app, using AI tools and other editing features. This is because TikTok seems to prioritize videos that were edited in the app rather than those edited outside of the app and then posted. When editing your video, make use of video effects, text, audio, and more. Apart from the basic editing tools, it's also worth using the TikTok Live feature, which will involve you live-streaming directly to your audience. Speaking of which… ### 6. Interact With Your Audience Posting the video isn't necessarily the end of the TikTok pipeline for modern creators. After you post your video, keep an eye on things like comments and other engagement, and reply to comments regularly. Of course, you might have to wade through spam to do so, but it's worth interacting with constructive comments from your audience as it helps create a connection with your viewers that otherwise wouldn't be there. ### 7. Collaborate With Other Creators or Brands Screenshot Collaborations are an excellent way to grow your TikTok account, especially when it comes to those with a large following. That's because when you collaborate with someone, your videos will not only be seen by your audience but by their audience, too. Collaborating with another creator doesn't have to mean meeting up with them in person, either. TikTok has some built-in tools that can be used for collaborations, including the TikTok Duet and TikTok Stitch features. Duet lets you create a split-screen video with another video that's already on the platform, while Stitch allows you to combine an existing video with a new one that you create. To use these features, open the video that you want to Duet or Stitch with, then press the share button, and scroll to the Duet or Stitch button. Then follow the on-screen prompts to edit your video with the existing one. ### 8. Use Video Captions You may not think that video captions are important, but they actually make a huge difference when it comes to video engagement — and when engagement on a video is higher, TikTok will show it to more people. That's largely because plenty of people watch TikTok videos with the sound off, and captions allow them to still follow what's happening in the video, instead of simply scrolling past it. TikTok has a pretty good AI caption feature built right into it that you can use when you post a new video. When you're editing your video, simply hit the Captions button on the right-hand side, and the app will create captions that you can then edit if there are any mistakes. You can change the style of the captions and the location of them in the framing of your video, too. ### 9. Keep Content Authentic Generally speaking, TikTok users prefer authentic and casual videos to highly produced ones. So while you may want to promote your brand using shiny and well-edited videos, those kinds of videos won't always do the best on the platform. It's worth experimenting with different tones and styles when it comes to creating videos, but above all else, make sure the videos you create are authentic to your specific style. It makes a big difference, and users can tell when a video seems inauthentic. ### 10. Pay Attention to Video Analytics I've already talked about how to monitor analytics for your channel as a whole, but analytics for specific videos can be very helpful as well. In the same analytics section, you can see which videos are being viewed most from your channel. This can help inform what kinds of videos you might want to make in the future. You don't have to regurgitate the same content over and over, but if a video does very well on your channel, it's worth at least putting out a couple of videos that have a similar tone and style, and seeing if they also do well. ## Why You Want to Grow Your Following on TikTok ### Brand Awareness If you're creating videos on behalf of a brand, then brand awareness is obviously the biggest reason to grow your TikTok following. The fact is, young people aren't on Facebook anymore; they're on platforms like TikTok. If you want to reach newer generations of potential customers, you need to go where they are instead of trying to convince them to go to where your brand already has accounts. ### Promoting Your Other Social Channels So, maybe you're a creator who already posts regularly on other platforms like YouTube. You may not view TikTok as your primary channel right now, but even so, growing a TikTok following can have an impact on the number of views you get on your YouTube channel. Remember, most people aren't just on one social media platform, they're on multiple. If someone has already seen your TikTok content, they might be more inclined to subscribe to your YouTube channel. ### Monetization TikTok offers a number of tools that can allow you to monetize content. For example, there's the TikTok Creativity Program, which can reward you for videos that get a lot of views and that are over a minute in length. And, of course, you can gain brand sponsorships that will involve you promoting a product or service in exchange for payment. If your audience is large enough, you could end up getting a decent amount of money from your TikTok account. ## Key Takeaways Growing a TikTok audience doesn't have to be a full-time job, and most of the methods above shouldn't necessarily add too much time to what you already put into creating videos on the platform. The main things to keep in mind are that you want to consistently make content that your audience likes, and that leverages TikTok trends. It's important to remember that your account likely won't explode in followers overnight: It will take months or even longer to build a decent-sized following. You can always explore TikTok alternatives to enhance your chances of driving more of your marketing goal results. ## Frequently Asked Questions (FAQs) ### How do I get 1,000 followers on TikTok fast? To get 1,000 followers on TikTok fast, focus on consistency, new trends, and engagement on your videos. Post at least once a day (if not more), using trending sounds, challenges, and hashtags to boost discoverability. Most importantly, experiment with different video styles, and double down on what works. ### Why is my TikTok following not growing? If your TikTok following isn't growing, it's likely that you're not posting consistent, engaging content. In this case, don't keep simply posting the same kinds of content — it's not working for you. Change things up and make content in different styles, focusing on the methods above. ### How do I boost TikTok followers for free? Simply make more content. None of the methods above require the use of paid tools — they all involve using TikTok's own tools and services. Post content consistently, focusing on trends and engagement, and your following should grow, all for free. --- ### A Snapshot of Super Bowl LVIII, Told by Taboola’s Readership Data URL: https://www.taboola.com/marketing-hub/football-readership-2024/ Last Modified: 2026-06-22 08:36:40 Super Bowl LVIII is days away — which team will leave Las Vegas as champions? Taboola looked at readership to learn more about online interest in the Super Bowl, as well as predict the winner. The analysis accounts for hundreds of millions of views by readers of news articles in the U.S. ## Overview of This Year’s Big Game Super Bowl LVIII will be held on Sunday, February 11 at 6:30pm ET in Las Vegas at Allegiant Stadium, which is trending in online interest by 328%. Taboola’s data also indicates that year over year, online interest in this year’s Super Bowl has increased by 10% — and some would say this bump is attributed to a particular pop star who will be in attendance at the game. ## The “Taylor Swift Effect” Even though the Super Bowl and opposing teams are typically the most-read-about topics leading up to Super Bowl Sunday, Taboola’s insights show that Taylor Swift has dominated the actual event and football-related topics. In the days following the Super Bowl LVIII matchup reveal, Taboola’s data showed that Taylor Swift was the #4 most-read-about general news topic in the U.S., ahead of the NFL, Super Bowl, Chiefs, and 49ers. USA Today even suggests that Taylor Swift could cause viewership for this year’s game to be the highest ever.  Source: NFL: DEC 31 Bengals at Chiefs (Icon Sportswire via Getty Images) ## Using Data to Predict the Winner Historically, the 49ers have faced the Chiefs just three times since 2015, and they’ll play each other for the fourth time this Sunday at Super Bowl LVIII. Interestingly, half of these matchups will have taken place in a Super Bowl setting — the 49ers fell to the Chiefs in 2020’s Super Bowl, 31-20. ESPN recently spoke with 64 of their own NFL analysts, writers, commentators, columnists, and pundits to see who the favored winner is, and 77% of respondents favored the Chiefs. Taboola’ data supports this, indicating a 131% increase in readership for the Chiefs, compared to a 57% increase in readership for the 49ers. ## The Most-Read-About Coach This year marks the second time that Kyle Shanahan, head coach of the 49ers, will have led a team to the Super Bowl — and could be his first-ever win. On the other hand, the Chiefs’ Andy Reid has most recently led the Chiefs to win last year’s Super Bowl LVII over the Eagles, and has guided the Chiefs to four Super Bowls over the past 11 seasons. Taboola’s data shows that consumers are reading more about the underdog: Kyle Shanahan is trending by 109%, compared to a surprising 31% decrease in readership for Andy Reid. ## The Most-Read-About Quarterback While San Francisco’s Brock Purdy was given the nickname, “Mr. Irrelevant” after the 2022 NFL draft pick, he could walk away on Sunday as a Super Bowl champion. On the contrary, Kansas City’s Patrick Mahomes has been playing in the NFL for seven years and has established himself as one of the greatest quarterbacks to have played the sport. All in all, online interest in San Francisco’s Brock Purdy is up by 91%, compared to 44% of an increase in readership for Kansas City’s Patrick Mahomes, showing another victory of the underdog.  Source: (AP Photo/Charlie Riedel) ASSOCIATED PRESS ## Halftime Show Usher will take the stage in this year’s Super Bowl Halftime Show, which is already ballooning in online interest by 604%. Usher teased that there will be special guests present throughout the performance as well, which could be causing interest to increase. It’s safe to say that consumers are eager for the musical performance, with readership for Usher rising by 454%. ## Winning Ads This year’s Super Bowl ad game is different than years past. There’s a change-up in the types of advertisers that we typically see — for example, more candy brands and fewer automakers — and overall more celebrities than usual. According to Taboola’s data, two ads are gaining serious readership traction. Readership for Budweiser is skyrocketing by 1,986% caused by the excitement around Budweiser's return to the "old school" Clydesdale-dog commercial. Additionally, the Oreos Super Bowl ad featuring Kris Jenner is having a moment: since the commercial debut, Oreos jumped in online interest by 149%. ## Tips for Publishers and Advertisers Chances are, this year’s Super Bowl will be talked about for weeks after the game is over. Publishers should continue to cover highlights from the Big Game for an extended period of time, and ensure that they’re not only covering the outcome of the football matchup itself, but also Usher’s Halftime Show surprises and all things Taylor Swift. Given the heightened buzz around the Big Game —and a new, younger female audience this year —advertisers should continue to capitalize on Super Bowl campaigns and ensure these are effectively targeting everyone who will be tuning into the event. --- ### LinkedIn Ads: All You Need To Know URL: https://www.taboola.com/marketing-hub/linkedin-ads/ Last Modified: 2025-10-27 10:36:51 LinkedIn is a hugely popular social networking site geared toward professionals. Founded in 2003, the site counts more than 1 billion members from 200 countries. It’s a highly influential platform, with active individual members using LinkedIn to post thoughts and ideas, job search, and connect with current and former colleagues. LinkedIn has also become a primary channel for businesses to advertise, since it has an engaged and focused audience, many of whom are business decision-makers. SocialPilot found that there were 15.4 billion LinkedIn sessions in Q3 of 2022 alone. That volume of views and clicks is ripe for creative, targeted ads. ## How Does LinkedIn Work? LinkedIn is a social media platform, with search functions, profile pages, and other common features. It’s designed to showcase individuals and businesses alike, so that companies can publish their own posts, while individuals can highlight their work experience. Recruiters can research potential candidates on LinkedIn, while job seekers can learn about roles, hiring managers, and shared connections. Individuals use LinkedIn to build their influence, become thought leaders, and network. Companies use LinkedIn to promote their products and services, build their brand, hire candidates, and publish thought leadership content. In addition to organic activities, businesses can use LinkedIn for ads, since it offers a variety of ad formats and a step-by-step process for advertising. It’s a type of pay-per-click (PPC) tactic to add to the marketing mix of social media and search advertising, and it has its own unique requirements and best practices. ## What Are LinkedIn Ads? LinkedIn ads are LinkedIn's paid advertisements as part of its offerings. LinkedIn Ads can be useful at all stages of a business’ marketing funnel, whether it’s boosting brand awareness or converting prospects to buyers. Because LinkedIn is tailored to the world of business, its ad program can offer a lot of options for companies of all sizes. ## Benefits of Advertising with LinkedIn Ads ### Flexibility LinkedIn doesn’t require a deep investment or commitment to start using its ads. Your business may decide to promote one or two pieces of content over a few weeks as a way to test the channel or gain more website clicks. Or, you can create an extensive campaign that uses graphics, video, and more to attract new prospects. ### Specificity LinkedIn Ads is objective-based, so you can build a campaign around a particular business goal. Because LinkedIn is so work-oriented, you can set criteria around job title, industry, and more to make sure the right people see your ads. ### Variety LinkedIn Ads can take various forms depending on your creative resources, budget, and marketing goals. Ads can be as simple as a text ad or as complex as a carousel of custom graphics. ## Drawbacks when Advertising with LinkedIn Ads ### Higher CPC LinkedIn Ads tend to have a significantly higher CPC compared to Facebook or Google Ads and high bidding costs for competitive audiences, which make it challenging to SMBs and startups to achieve their desired ROI. ### Restricted Campaign Scaling LinkedIn's user base is smaller than Facebook or Google. Certain industries or niches may have limited audience availability, restricting the scale of campaigns. ### Lower Engagement & Click-Through Rates (CTR) LinkedIn members' main interest lies in professional networking. Users may ignore ads unless they are highly relevant to their professional needs, which results in decreased engagement rate depending on your business. ### Lack of Creatives Optimization LinkedIn lacks some sophisticated AI-driven ad optimizations found on Meta, Google and realize:. Limited ad creatives and interactive elements can make it harder to experiment with engaging ad formats. ### Slower Conversion Cycles Since conversions take longer in B2B decision-making processes, the full funnel process on LinkedIn - from awareness to conversion - will slow down your conversion rates. Ideally, performance marketers should be focusing on mid-to-bottow stages of the funnel to optimize for ROI. ### Weak Retargeting Options While LinkedIn does offer Matched Audiences for retargeting, it doesn't offer retargeting options like other platforms. In addition, limited cross-device tracking and cookie-based targeting can make retargeting less effective. ### Complexity & Learning Curve LinkedIn requires more manual setup for optimization, and may not be as users friendly to advertisers who are unfamiliar with B2B marketing tactics. ## The 4 Types of LinkedIn Ads LinkedIn Ads fall into four categories. The type you choose will depend on your campaign’s goals, including the funnel stage you’re focused on, along with your budget. With any LinkedIn Ad, you can repurpose or repromote existing content, or create social-first content. When choosing an ad type, LinkedIn’s Forecasted Results feature will dynamically show the likely costs for each ad type so you can make a decision based on budget. Here’s a breakdown of each category of ad, the formats available within each of them, and how they can be best used. ### 1. Sponsored Content Sponsored content is a type of native ad that shows up directly in LinkedIn members’ feeds. These ads are labeled “promoted” so that users can tell they’re ads. Within sponsored content, you have a good deal of flexibility on the type of content you can feature, such as video, graphics, topical thought leadership, and more. Since this type of content will reach audiences directly, make sure it’s engaging and uses direct messaging. You can target prospects at the top of the funnel or mid-funnel with sponsored content, depending on your goals. Sponsored content offers these ad format options: - Single-image ads. - Video ads. - Carousel ads. - Event ads. - Document ads. - Thought-leader ads. ### 2. Sponsored Messaging These ads are just what they sound like — direct messages to prospects in your target audience. These come in two flavors: Message ads and conversation ads. Message ads are straightforward messages with links or CTAs, while conversation ads provide a chat-like experience. For both of these formats, targeting and personalization are key to getting solid results. ### 3. Dynamic Ads The Dynamic Ads option incorporates LinkedIn’s personalization technology, so you can adapt your content to each of your prospects based on their profile data. They include LinkedIn Follower ads and Spotlight ads. These ads are short, so use copy wisely to entice audience members to click through. Make sure to test layouts before posting, include a CTA, and A/B test frequently. ### 4. Text Ads Text ads are very straightforward, appearing on a user’s LinkedIn sidebar. The quality of the copy is essential for these, so play around with compelling, short content to see what attracts your audience. Keep in mind that text ads only appear on the desktop version, not on LinkedIn’s mobile app. Text ads can be a smart way to use your budget, since they’re cost-effective and very visible to users. You can also add images if they make sense. ## 10 Different LinkedIn Ads Formats Within LinkedIn Ads categories, you can employ a variety of formats. Each delivers particular benefits, and over time, you’ll find the ad format or mix of formats that works best for your business and audience goals. While it’s easy to use the simplest or first ad format that’s familiar, experimenting with others, like carousels or video ads, can bring a lot of value. The different ad options for LinkedIn include the following formats. ### 1. Single Image Ads Single-image ads can help generate awareness and are a popular type of LinkedIn ad for companies. They’re familiar to users, contain a single image, and appear directly in users’ feeds. Invest some time into experimenting with which types of images are most compelling for prospects. ### 2. Carousel Ads Carousel ads are useful for awareness-building and can also be employed at the mid-funnel stage to educate prospects in a more visual format. Consider ways you can use carousel ads for data storytelling by adding new information or repurposing content in a more engaging, graphic way. Make sure to take advantage of the description field to add your messaging and CTA. ### 3. Conversation Ads Conversation ads can be a great tool when you’ve narrowed in on who your audience is and what problems they need solving. These ads will show up in your prospects’ messaging feed. Use them at the consideration or conversion stage. ### 4. Document Ads This type of sponsored content is generally a good mid-funnel option. Document ads can be an effective way to share your published content to engage readers looking for more in-depth information. The document will show up directly in users’ feeds, so consider how you might promote a valuable whitepaper, ebook, case study, or other document to attract audiences. ### 5. Video Ads Short videos — less than 30 seconds — have higher view completion rates and should have subtitles and sound-off viewing built in. Video ads can be useful for mid-funnel lead nurturing to educate or entertain your audience with relevant topics. ### 6. Event Ads Event ads are great to help build awareness of your company’s products or services and reinforce topic expertise. They can also engage prospects at the mid-funnel to encourage attendance at a virtual or live event. ### 7. Follower Ads Follower ads can also be effective in building awareness, since they show up on the right rail of a user’s LinkedIn feed, asking the user to follow the brand. A type of dynamic ad, follower ads incorporate personalization features to attract your target audience. ### 8. Lead-Gen Forms Lead-gen forms can be a powerful tool for pulling in leads at the conversion stage of the funnel within LinkedIn itself. Your audience will get a pre-filled form with their profile data, so it’s simple for them to provide their information. ### 9. Spotlight Ads Spotlight ads are useful for awareness-building, highlighting your business’ products and services, and directing users to your site once they click on the ad. LinkedIn includes personalization features in these dynamic ads. ### 10. Single Job Ads These ads promote a specific job at your company as you’re trying to increase applicants for a high-visibility or high-value role. These may not have the same marketing goal as the other formats, but can still lend credibility and authority to your brand. ## LinkedIn Targeting Options LinkedIn’s broad business audience and huge number of members means it can offer lots of detailed targeting options. This is one of the primary benefits of advertising on LinkedIn. In addition, LinkedIn members normally update their profiles regularly, since they’re using the site for networking, job hunting, or other activities where recency matters. LinkedIn targeting options include these areas: - Job experience, including job title, seniority information, job skills, years of experience. - Education, with information about schools, degrees, and majors or fields of study. - Demographic details like age and gender. - Company data, such as the industry, size, name, connections, market segment, and more. - Interests described in the profile, like group affiliations. - Other options such as matched audiences (users who have interacted with your brand) or lookalike audiences (those who have similar characteristics to those in the matched audience). ## How to Advertise on LinkedIn in 5 Steps To create ads directly in LinkedIn, you’ll go through five steps in the LinkedIn Campaign Manager. If you’re using another platform that integrates with LinkedIn Ads, like Hootsuite or Hubspot, you can create ads there. Follow these steps to get started. ### 1. Decide on the Goal This is a good time to consider, if you haven’t already, which stage of the funnel you’re targeting with your LinkedIn advertising. LinkedIn ads can be used at any of the typical three marketing funnel stages — awareness, consideration, and conversion or purchase. The LinkedIn Campaign Manager will ask you to choose one as you get started. ### 2. Pick the Audience One of the big benefits of advertising on LinkedIn is the ability to target specific audiences by job title, industry, geography, and more. You’ll likely spend some time testing out assumptions through LinkedIn targeting, and you can take advantage of its Predictive Audiences feature to ground your assumptions using your company’s own data. LinkedIn also offers Audience Insights and Matched Audiences features to help you target accurately. Make sure to keep an open mind on who might be a buyer or a purchase influencer for your products or services. ### 3. Choose the Format There are four types of ad campaigns you can create on LinkedIn: Sponsored content, message ads, dynamic ads, and text ads. As discussed above, each offers its own benefits, so choose wisely based on your budget and overall goals. Keep in mind you can use each of the four options in combination, so think about how you can promote and reiterate your messaging strategically on LinkedIn. Be sure to include conversion tracking throughout! ### 4. Establish the Parameters LinkedIn Ads uses a bid system to charge for the campaign you’re creating. The bid options are cost per send (for message ads), cost per click (for consideration or conversion), and cost per impression (most appropriate for awareness campaigns). Also consider the LinkedIn Ads auction system, which rewards engagement. You can set the budget daily or set the total amount for the entire campaign. ### 5. Scrutinize the Data A major upside of digital advertising like LinkedIn Ads is that you can quickly start and stop campaigns. If you aren’t seeing success in the data initially, try testing one variable at a time, or ceasing the ads if you’ve already done some testing. Put some of your budget behind a new ad campaign so you can gather more data quickly and make any necessary tweaks. ## LinkedIn Ads Best Practices ### Accurate Targeting With more than 1 billion members, LinkedIn offers a great opportunity for potential prospects to see your ads. Getting the right eyes on your content is essential to succeeding on LinkedIn. While there are lots of targeting options — more than 20 different audience attributes — try not to go too detailed at first. Start more broadly, then use the data on who viewed your ads (or took action) to continue refining your targets. ### Creativity LinkedIn is a business-first platform, but it’s still a social media platform. Users respond immediately to content that’s eye-catching, valuable, and resonates with their work identity. Consider how you might create social-first content, like LinkedIn Live events, or repurpose existing content in clever ways, such as building a carousel from existing graphics or infographics. ### Constant Measurement With LinkedIn Ads, you have lots of options, but you’re also competing for attention from busy users on a busy platform. You can check the performance of your ads daily using LinkedIn’s analytics tools, gauging click-through and conversion rates to see what’s working and what’s not. Use this rich data to make adjustments as you go, perform A/B testing with copy, CTAs, and creative, or discontinue ads if they just aren’t working. ## Key Takeaways LinkedIn’s global audience is engaged and has their career in mind when they log in. The platform can be valuable to any company that’s willing to do some testing and serve up useful content. When you can match your target audience with your content, LinkedIn can help build awareness, educate prospects, generate leads, and encourage conversions and sales. ## Frequently Asked Questions (FAQs) ### What is the minimum spend on LinkedIn? LinkedIn’s recommended minimum spend for new advertisers is $25. For existing advertisers, the platform recommends $50 to $100 in minimum spend. Considering its higher costs, advertisers should also explore LinkedIn alternatives. ### What is the average budget needed to successfully run LinkedIn ads? LinkedIn Ads’ average budget ranges widely, since businesses of any size can advertise. The online auction system allows businesses to place competitive bids for your ads to get placed. ### Can I market my small business on LinkedIn? LinkedIn is a wise option for small business marketing, since you can get started without a lot of overhead. Creating a company page is the first step to market a small business on LinkedIn, making sure it’s regularly updated. Run an ad campaign with your available budget to target your audience and learn from the results. --- ### The Rise of Sober Curious Movements and How Brands Can Engage Participants URL: https://www.taboola.com/marketing-hub/dry-january-trends/ Last Modified: 2025-01-14 14:35:43 The month of January signifies numerous moments, with one key classifier being “Dry January,” otherwise known as the first 31 days of the year when people choose to cut out alcohol. Whether people intend to use Dry January as a way to explore sobriety, become more intentional with drinking, complement a fitness challenge, or make it part of their New Year’s Resolutions, it’s celebrated by many and all over the world. According to TIME, Dry January began in the UK in 2012 as part of a public health initiative from a British charity named Alcohol Change UK, an alcohol charity that works to reduce harm caused by alcohol. Trends indicate that year over year, involvement in Dry January is increasing. Data from Morning Consult Pro shows that 21% of U.S. adults who are 21 and over have indicated that they are participating in Dry January this year, which is a 6% increase in involvement from last year. With Dry January in full swing, Taboola analyzed readership year over year to unveil key related trends. The analysis accounts for hundreds of millions of views by readers of news articles in the U.S., from January 2022 to December 2023. ## Non-Alcoholic Whiskey is Having its Moment Yahoo Finance indicated that consumer interest in whiskey is on the rise and one of the most popular liquors by growth, fueled by the recent comeback of cocktail-making culture, as well as the desire for ready-to-drink cocktails. Taboola readership shows that non-alcoholic whiskey is the most popular non-alcoholic spirit, with a 114% increase in readership interest over the past year. This supports the notion that consumers who are participating in a ‘dry’ challenge or choosing to go alcohol-free are continuing to seek out their favorite beverages, despite the lack of ABV. Topic Readership increase or decrease from 2022-2023 Non-alcoholic whiskey 114% increase Non-alcoholic gin 111% increase Non-alcoholic beer 88% increase Non-alcoholic wine 36% increase   ## ‘Healthy’ Sodas and Other Spirit-Free Beverages Are on the Rise This year, more non-alcoholic beverage brands, including low-sugar prebioitic soda company, Olipop, are joining in on the Dry January movement. According to Modern Retail, Olipop didn’t originally view itself as an alternative to alcohol or option for those taking part in Dry January. But last year, the brand noticed a trend of people posting videos of themselves pouring Olipop cans into wine glasses. As a result, the brand is giving away free sodas this month as part of its ‘Mocktails in Minutes’ campaign. Compared to competitors, Olipop is seeing the most online interest year over year, with readership skyrocketing by 146%. Topic Readership increase or decrease from 2022-2023 Olipop 146% increase Poppi 123% increase Ghia 12% increase   ## What’s Next for the Spirit-Free Movement? Dry January may be coming to a close, but health conscious consumers won’t have to wait until January 2025 to take part in another experiment. Later this year, ‘Sober October’ will launch again, mimicking the 31-day alcohol-free challenge set by Dry January. Data from alcohol-reduction app Sunnyside indicates that the phrase ‘Sober October’ has almost doubled in interest since 2022. Taboola’s network also shows that ‘Sober October’ is gaining traction — year over year, it received a 152% increase in readership interest, suggesting another popular alcohol-free month to come this year. Topic Readership increase or decrease from 2022-2023 Sober October 152% increase Non-alcoholic beverages 29% increase Sober drinking 21% increase   ## How publishers and advertisers can join in on Dry January and Sober October ‘Dry’ challenges can be difficult — chances are, participating consumers are especially relying on their favorite publisher sites for alcohol-free education, ideas, and advice during these timeframes. Publishers in the food, health, and wellness verticals should plan their coverage accordingly and ensure that a portion of news throughout the months of January and October is focused on promoting related topics and sharing resources to help their readers power through. The recent Olipop success story is an example of a brand that adopted its Dry January campaign later on, but came out on top. Given the rising interest in ‘dry’ challenges, advertisers in similar verticals should consider implementing their own campaigns, even if they haven’t done so in the past. --- ### Multi-Touch Attribution: Definition, Strategies and Reporting Tools URL: https://www.taboola.com/marketing-hub/multi-touch-attribution-strategies/ Last Modified: 2025-10-26 11:26:49 If you really think about it, every ad campaign tells a story about your brand. It takes your customer on a journey from the initial introduction—or the moment when they first meet you—to the climax—that moment when they make a purchase. As with any story, there are many stops along the way while your customer learns more about your brand and why you're the "hero" they should care about. And every one of those touchpoints is crucial to your brand story's success. Paying close attention to the touchpoints in the customer journey is vital to ensuring campaign performance, which is the meaning of attribution and the reason why multi-touch attribution exists. ## What is Multi-Touch Attribution? Mutli-touch attribution is a marketing measurement method that assigns credit to each touchpoint in the customer journey, and provides insight into its contribution to conversions. Multi-touch models, also called multi-sourced models, consider account interactions like display ads, native ads, email promotions. In the world of attribution theory, knowing the impact that each of these has on the consumer's decision to make a purchase gives brands a more holistic view and "person-level perspective" on their campaigns by showing them how each investment is helping them meet their goals. These days, many marketers use multi-touch attribution models to analyze user-level data. Compared to traditional aggregated methods of marketing attribution, such as single-touch attribution and classic media-mix modeling, multi-touch attribution enables marketers to customize their messaging and tell a more complete story of their brand. From a revenue perspective, this strategy can also lead to a higher marketing ROI (return on investment)—something every brand is sure to appreciate! Choosing the right attribution model for your business needs can be a time-consuming process, and as you work to determine how much revenue credit is given to each touchpoint in the customer funnel, some models are more effective than others. Taboola's platforms and tools offer a variety of attribution methods and related solutions, using the latest technology and AI developments to drive users and help you shape the customer journey. Consider this your guide to multi-touch attribution, and the only resource you'll need to uncover the best MTA strategy for your brand. ## The Difference Between Multi-Touch & Multi-Channel Attribution Models When your goal is to understand marketing attribution, the place to start is with definitions. What's the difference between multi-touch and multi-channel attribution models, anyway? Although they're similar, multi-channel considers attribution credit by channel (social, paid ads, organic, etc.) rather than focusing on specific touchpoints, messages, or sequences. Multi-touch attribution, on the other hand, is more granular, focusing on the effectiveness of specific ads, including the channel they ran on, the message they delivered, and the sequence of interaction. Overall, multi-touch attribution models provide more insight than other marketing measurements, especially when coupled with MMM (marketing mix modeling), which can further help you understand the effectiveness of each marketing channel. But those insights aren't always perfect. Studies show that more than half of today's consumers engage with 3 to 5 different channels during each journey toward making a purchase. Choosing the right Taboola multi-touch attribution model enables brands to successfully address this challenge. Ultimately, your goal as a brand should be to determine which type of attribution is the best fit for your needs, and tailor it to address the key challenges you've been facing. For some marketers, a simple first-touch or last-touch model is enough, while others need deeper analysis in order to understand campaign performance. Since everything from budget to the type of messaging you use and the time of year can influence your marketing results, it's best to home in on your objectives when picking the attribution solution that's right for you. ## Strategies Under Multi-Touch Attribution Let's break multi-touch attribution down a little further. Because the customer journey can be so complex, and there are many potential factors involved in influencing a purchase, MTA can sometimes feel overwhelming. Today's customers often dance across multiple devices, channels, and platforms before they decide to buy from your brand, so tracking them can be tricky and may even raise privacy concerns. Still, brands shouldn't let that stop them from considering this method of measuring their return on marketing spend. MTA can provide you with a variety of data, insights, and calculations to better understand your customers and how they interact across your website and blog, along with social channels and other platforms. If you're considering a multi-touch attribution model, and want to make sure you achieve the best possible results, keep the following four tried-and-true strategies in mind. ### 1. Determine which KPIs and models are appropriate We've said it before and we'll say it again: before you can start to measure your marketing results, you first need to understand your goals. What are your priorities as a brand? What do you hope to get from your online marketing investment? Knowing the answers to these questions will empower you to identify the attribution strategy that delivers the most valuable data for your brand. When you're choosing an attribution model, you should also consider factors like sales cycle length and campaign type. Multi-touch attribution can track KPIs (key performance indicators) ranging from revenue and ad spend to impressions, click-through rates (CTRs), conversion rates, average customer value, and more, so it's imperative that you grasp which of these (if not all of them) to zero in on for your brand. Since marketers using MTA are typically trying to boost ROI and improve their user experience, metrics like these can be incredibly useful for measuring results. ### 2. Develop a shared value and objectives within the team As you develop your marketing attribution strategy, make sure to be in close contact with your marketing team and all key stakeholders at your business. It's important that you're all on the same page when it comes to marketing objectives, and that you share a common vision for your campaigns. Aligning your expectations in this way will ensure that each team under your brand umbrella is working toward a common goal and has the same priorities for marketing attribution. This makes it easier to optimize your attribution strategy and coordinate the processes involved in maximizing your results. ### 3. Implement a marketing analytics software With your team aligned on brand objectives, you'll be ready to select and implement the analytics software you need to measure your results. Considering the multiple complex attribution models and thousands of pieces of data each business has to work with, investing in advanced analytics software is a must for correlating and standardizing that information into more digestible metrics and deriving the insight you're looking for. Along with granular, person-level data, a marketing analytics software platform can provide additional insights and assist with attributing sales and revenue. A good platform can even indicate the motivation behind a specific conversion, including the impact of brand equity and the effectiveness of ad creative. Fianlly, it's essential that your software ensures all data collection and processing activities comply with data protection regulations such as the GDPR and CCPA. Adhering to these laws not only helps avoid legal penalties but also builds consumer trust by respecting individuals' privacy rights. ### 4. Use a circular strategy aiming perfection Reaching the point where you have a strategy in place is great—but don't "set it and forget it!" Over time your customers' needs, the e-commerce landscape, and marketing opportunities can change, so it's important to continuously test and optimize your multi-touch attribution model with an eye toward mining the most accurate information possible. Evaluating your MTA data on a regular basis will reveal the best strategies and marketing sequences for your brand, reach customers when the time is right, and supply valuable insight into their online behavior. Attribution analysis should always be a core part of your multi-touch strategy. ## Best Multi-Touch Attribution Reporting Tools Now that you've got a handle on multi-touch marketing attribution, it's time to talk about how to build a multi-touch attribution model. To do that, you'll need a reporting tool that lets you parse all the information you've got and get to the bottom of what's driving sales. Keeping campaign insights separate for each software we use as marketers poses a challenge, so your aim should be to bring them all together in one big, all-encompassing reporting strategy. One example of this is Google Analytics, which offers attribution model capabilities for actions like paid and organic last clicks, as well as an algorithm based data driven attribution model. For some marketers, this option provides enough information to keep you on track. Other brands, however, require a solution that's robust enough to compile thousands of pieces of data from separate ecosystems and synthesize that information in a way that allows you to extract the insights that matter most. ### HubSpot's Marketing Analytics HubSpot's Marketing Analytics tool measures the performance of campaigns and marketing efforts with built-in analytics and reports that are accessible in one dashboard. By condensing marketing data in this way, the tool allows users to identify, review, organize, and share marketing attribution (and other) data from a single CRM platform. ### Ruler Analytics This multi-channel, multi-touch marketing attribution and call tracking software gives brands access to all revenue and conversions in one place. Ruler Analytics provides both online and offline conversion tracking to help you determine your return on ad spend (ROAS); identify which campaigns, channels and keywords are driving conversions; and understand the customer journey. ### Branch.io Branch is a cross-channel attribution and mobile linking platform that provides insight into all of a brand team's marketing efforts. This solution links different customer touchpoints across all the channels with conversions that occur on any platform for those whose marketing goals include measuring cross-platform attribution with mobile investments. It also allows you to track referral and advertising attribution and measure the success of email, web, and social media marketing, enabling you to use cross-platform, cross-channel cohort analysis to gauge marketing performance across campaigns. ### Windsor.ai When brands are assessing reporting tools for attribution, Windsor.ai often makes the list. Built to integrate all marketing data and metrics, this multi-touch marketing attribution software measures the attribution ROI across multiple channels, keywords, and campaigns. In essence, Windsor.ai maps the customer journey and empowers you to optimize results by determining where your budget should be spent. It also provides ROAS for all touchpoints by combining multi-touch attribution with cost data sourced along the path to purchase. ### Attribution Aptly named, Attribution is an enterprise multi-touch attribution software that identifies the specific impact that marketing funnel touchpoints have on your brand's sales. Attribution is designed for both B2C and B2B marketers, with features that can help you optimize ROI along the path to purchase. Another feature to look for with this tool is its automated data collection, which organizes online and offline touchpoints in the context of your budget and marketing spend. You can build automated attribution models using machine learning algorithms that identify partners in the data you're working with. ### Taboola The Taboola performance marketing platforms offers a variety of attribution models designed to give you the best possible insights into advertising strategies. Since we make it easy to track revenue back to individual channels and campaigns, you may find that you're spending less time on reporting and more time optimizing your results. ## Key Takeaways Understanding the most common multi-touch attribution models and reporting tools, and identifying which ones are best suited to your brand goal, is a crucial part of every modern marketing plan. There are countless tools to choose from, but homing in on the ones that bring data together in a clear, fast, and easily accessible report will give you a better understanding of the customer touchpoints and channels that matter most.Interested in hearing more? Get in touch with us today. --- ### Avoiding Attribution Errors: Tips for Accurate Marketing Analysis URL: https://www.taboola.com/marketing-hub/avoiding-attribution-errors/ Last Modified: 2025-04-28 10:51:07 Regardless of product type, marketing strategy, and objectives, every marketer has something in common: we all want to know whether our efforts are moving the needle on sales. That's why revenue attribution is so important; in order to gauge your return on investment (ROI), optimize your campaign, and make smarter budget allocation decisions moving forward, you first have to know how your current ad investment is measuring up. Building an attribution model is all about gauging marketing performance by matching your marketing spend to your sales revenue. Where things get tricky is that making those connections isn't always cut and dry. For example, it's a common mistake when finding the meaning of attribution to attribute conversions and results solely to your own marketing efforts, when in reality there could be a lot of other influencing factors at work. These factors can be either inside or outside the marketing funnel—think external events, competitor actions, or customer behavior. Since these can play an influential role on conversions, marketers have to dig deep into the data by performing an attribution analysis while also considering the broader context of market dynamics and customer trends. The secret to measuring marketing attribution more accurately, and mitigating attribution errors that could lead to invalid data, is to approach attribution like it's another aspect of the purchase funnel. This can provide a better understanding of your market and customer research, and also help with conversion rate optimization. Using multiple sources and methods for data collection and validation is vital, as is regularly adjusting attribution models and parameters to reflect changes and uncertainties in the market and customer landscape. All of this can help you avoid attribution mistakes. Bottom line? No attribution model is perfect, but you should use the one that best matches your customer's journey to avoid drawing the wrong conclusions—and making the wrong decisions, too. ## The 4 Main Common Attribution Errors to Avoid For marketers, knowing which channels drive the best results is your bread and butter and the most reliable way to achieve ongoing success. Even if your ads are generating revenue, identifying the top touchpoints for those outcomes can empower you to make further improvements and replicate your current advertising success. Studies show that in 2020, 84% of North American brand marketers felt they were facing "new pressure to prove the effectiveness of their ad spend since the onset of the pandemic." That makes attribution models an attractive option for marketers eager to demonstrate the value of their campaigns. In theory, the attribution principle is simple: use reliable tools to identify high-performing channels so you can hold your marketing accountable. That said, there are several mistakes marketers tend to make along the way. Avoiding these is vital if you want to make sure your data is accurate and keep campaign performance going strong. Let's break down the attribution mistakes you may encounter so you can navigate this must-have marketing toolset, which is a critical part of every advertising campaign. ### Attribution Error #1: Not considering multiple attribution models When choosing an attribution model, it's important to consider the whole picture of the funnel and external factors such as product features, number of channels, and the length of your sales cycle. Relying too much on one—or very few—models, or neglecting to test them, can reveal too narrow of a picture and lead to misinformation. Assessing attribution models to determine which will lead to the best overall ROI is time-consuming, but as tempting as it is to go with a single model, that simply doesn't provide enough detail about the customer journey. For this reason, your attribution analysis should involve testing different models to see which one provides the most reliable results over a given period of time. Consider a scenario like shopping for a new mattress. There are so many variables to consider when you're measuring customer interactions with a mattress brand, from sales and promotions to seasonal needs like back-to-school time for college students or an impending move. Even other forms of advertising, like a TV spot, could be impacting your online sales. Without deeper insight into your customers' lives, media preferences, and day-to-day behavior, how can you be sure why they've decided to buy? (Source) A good attribution strategy allows you to derive actionable insights from multiple attribution models, all of which focus on a different part of the customer journey. When combined, these will give you the big revenue picture you're looking for. ### Attribution Error #2: Relying only on single-touch revenue attribution models Just as you're selling yourself short with one attribution model instead of employing numerous options, relying solely on single interactions can lead to costly mistakes. Sure, this strategy can work with digital advertising like pay-per-click (PPC) banners that advertisers only pay for when the ad incites a click. But such attribution models are linear in nature. They place equal value on every touchpoint on the path to purchase, when customer behavior is, in fact, a lot more complex. While single-touch models (like first-touch) can provide ROI measurements fast, you might get something far less desirable too: attribution bias, and an inaccurate view of how your customer got to the point where they're ready to make a purchase. (Source) The same can be said of last-touch models, which places the value on the customer's last touchpoint prior to conversion. Analyzing the customer journey requires a more sophisticated model that can delve into multiple layers of information about customer behavior, experiences, and interactions. (Source) You can avoid this common error by moving beyond single-touch models to consider multi-touch models that provide more nuanced information about customer interactions. Choosing attribution models that address more touchpoints and potential paths to purchase will mitigate the risk of error in your data sets. ### Attribution Error #3: Not aligning your attribution model to your business objectives There's another factor to consider when you're developing attribution modeling strategies, and that's which model is most appropriate for your business goals (no two brands are created equal, after all, so why should everyone use the same attribution model?). The first step here is to connect with your various marketing teams, from sales to brand management, and establish the objectives you collectively hope to meet. Why is this so important? Imagine that your brand's current goal is to drive sales of a new product model before the end of the quarter. Tracing sales back to the channels that initiated them is all well and good, but a single model like last-touch could present a different picture than a model like first-touch, leading you to provide your stakeholders with an incomplete impression of your marketing success. To be more specific, using the last-touch might suggest your best-selling channel is paid search, whereas applying the first-click model on the same result might show that native ads deserve credit for most of your recent sales. The way around this misstep is by conducting (and repeating) tests that focus on individual goals. If, for example, your quarterly goal is to boost revenue, final touchpoint attribution can be very useful. If your aim is to prioritize brand objectives, though, first touchpoint attribution might be a better fit. As your business grows, your priorities might also change—which could mean your attribution models aren't as useful as they used to be. As you work toward establishing your goals, and finding the attribution models that can help you meet them, a mix of consistency and variety is a recipe for success. Switch up (and test!) your attribution models from time to take to deepen your analysis of your KPIs and business performance. Remember to consider attribution biases, too (more on that below). ### Attribution Error #4: Avoid considering the bias within your analysis While every attribution model has its perks, none are perfect—but keep in mind some of the errors you'll encounter will have more to do with human bias than anything else. The most common are correlation and confirmation bias, which are two well-studied psychological phenomena. These types of bias can affect decision-making about the validation of attribution models as a whole. Let's start with Correlation Bias. This is best described as the tendency to inaccurately link an action to an effect, and it happens when you're overestimating or underestimating the influence of a channel, giving credit to different paid channels in the customer journey when what you're seeing is a natural customer conversion. Some conversions do happen organically, so crediting them to an ad can skew your data and lead to inaccurate results. It's therefore crucial to distinguish between correlation and causation when making these kinds of attributions. Confirmation bias, on the other hand, is about interpreting information in a way that reflects your personal beliefs and desired outcomes (i.e. if you have preconceived ideas about the effectiveness of a particular channel, you many subconsciously transfer those beliefs to your results, giving more weight to a channel than it actually deserves). In any attribution model, this kind of bias can lead you to over- or undervalue touchpoints across channels, again exposing inaccurate data. To combat these biases, and get to the true heart of your campaign results, marketers should do all they can to maintain an objective mindset about ad channels. That way you won't be inadvertently diluting your results, but instead sticking to the hard facts. ## Final Thoughts on Most Common Attribution Errors If this all feels a bit overwhelming, take a breath and rest assured that finding the right attribution modeling strategies for your brand is a goal that's well within reach. These mistakes are common, particularly if you're new to attribution analysis. But if you find that you're limiting yourself to one attribution model, or giving in to a bias that could lead to inaccurate data, just revisit this guide to help you get back on track. Choosing the right attribution model may be a big deal, but that shouldn't stop you from trying out different options—cross-platform attribution, first touch, multi-touch, and others—to find the one that suits your business best. Taboola's services and attribution models enable marketers to choose the model that's right for your brand, while also modifying and adapting to meet your evolving needs. When you're able to identify the attribution model that best matches your customer journey and KPIs, you'll be ready to drive, track, and continuously improve your digital marketing results. Interested in learning more? Contact Taboola to hear about our attribution models today. --- ### Mastering Mobile Attribution: Strategies for Tracking and Optimization URL: https://www.taboola.com/marketing-hub/mobile-attribution-strategies/ Last Modified: 2025-05-20 07:54:44 In the rapidly evolving landscape of e-commerce, mobile marketing attribution has emerged as a critical strategy for success. Especially now that mobile drives the majority of online traffic, it’s crucial that advertisers have processes in place to track customers’ mobile journeys and optimize their performance campaigns. Just look at the numbers: There are now over 6.7 billion smartphone users across the globe — that’s 80% of the world’s population. In 2022, 85-92% of customer journeys started on a smartphone device. And mobile-driven retail sales are expected to account for over 42% of total retail e-commerce sales in 2023, up from 41.8% in 2022. These figures underline the undeniable importance of mobile in the e-commerce landscape. That’s why mobile attribution strategies are so important: They help marketers see which touchpoints are most effective and where to invest their resources. By gauging the impact of each channel and ad, brands can adapt their marketing strategies, maximize their ROI, and grow their business. They can also implement cross-device attribution strategies to see how mobile and desktop perform together across the funnel. To help, we’ll break down different types of mobile attribution models, top strategies for tracking mobile campaigns, and tools for attribution analysis so you can improve conversions and reach your campaign goals. ## What is Mobile Attribution? Mobile marketing attribution is the process of tracking mobile channels (i.e. social media, email, and apps) and user behaviors (i.e. clicks, conversions, and purchases) to link them to specific campaign results. Mobile app attribution, for example, is the process of determining which channels are responsible for driving mobile app usage and app installs. ## Key Factors of Mobile Marketing Attribution Mobile marketing attribution can be challenging — especially since today’s customer journeys span many touchpoints and platforms. That’s why we’re outlining the three core components of mobile attribution: - Choosing a revenue attribution model - Adopting the right tracking methods - Using data analysis and reporting attribution to optimize results ### Attribution Models in Short There are two main types of attribution modeling strategies: - Single-touch attribution — Credit is given to only one channel or touchpoint in the customer journey. - Multi-touch attribution — Credit is given to multiple channels or touchpoints in the customer journey. Across these two types, the most common marketing attribution models include: - First-click attribution — Credit is given to the first touchpoint in the customer journey. - Last-click attribution — Credit is given to the last touchpoint in the customer journey. - Linear attribution — Credit is given equally to all touchpoints in the customer journey. - Time decay attribution — More credit is given touchpoints that are closer to the conversion event, i.e. towards the end of the funnel. - U-shaped attribution — More credit is given to the first and last touchpoints, with less credit given to those in between. - Data-driven attribution — Marketers use machine learning tools and Markov chains to identify customer behavior patterns and impactful channels along the path to purchase. This is the default model used by Google Analytics. Each attribution model has its own unique strengths, weaknesses, and use cases. It's important to choose the right attribution model to meet your campaign goals and avoid attribution errors. ### Tracking Methods in Short Marketing can use tracking methods — including various tools and techniques — to attribute credit to specific channels, ads, and touchpoints. The two most common tracking methods are: - Cookie tracking. Cookie-based tracking works by placing a small text file (or cookie) on a user’s device to track their activity across channels and touchpoints. This method is often used in web-based marketing campaigns. Google Analytics, for example, uses first-party cookie-based tracking. - Device fingerprints. Fingerprinting creates a unique identifier for each device based on its attributes, such as IP address, browser type, and screen size. This method is often used in mobile app-based marketing campaigns.   Each tracking method has its own advantages and risks. On the one hand, cookie-based tracking can be less accurate than device fingerprinting. Because users can delete cookies from their browser, for example, or use multiple devices to interact with a brand. On the other hand, cookie-based tracking is less invasive than device fingerprinting and is more widely supported by web browsers. Still, there are privacy concerns that come along with mobile tracking methods. Recent and evolving regulations such as the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) require marketers to be more transparent about how they collect and share consumer data. For example, marketers must obtain clear consent from customers and allow them greater control over how their data is used. ### Data Analysis & Reporting in Short This last step is arguably the most important. That’s because it involves analyzing and interpreting the data you need to understand and improve the performance of each channel. With this information at their fingertips, marketers can engage in data-driven decision-making. Brands can use attribution data to determine which channels to invest in, which campaigns to continue running, and which ads to change or cut back on. Brands can also use data to A/B test different touchpoints to build the most effective customer journeys for their audiences. For example, you may use your data to learn that X% of users have visited your blog before converting. To further increase results, you might funnel more resources into your blog. On the other hand, you may see that a comparatively small percentage of users are converting from your social channels. So you might decide to cut back on social spending and engagement, and invest your budget in higher-converting channels. ### Third-Party Mobile Measurement Partners You can third-party mobile measurement platforms to share server-to-server (S2S) data and more easily track your mobile app conversions. Taboola, for example, is directly integrated and compatible with a range of mobile measurement partners, including: - AppsFlyer - Tune - Adjust - Branch - Kochava - Singular   Taboola advertisers work with these partners to improve mobile marketing attribution and track conversions from their App Promotion campaigns. Learn more about mobile app campaign best practices and S2S tracking on Taboola with AppsFlyer. ## Final Consideration Under Mobile Attribution Mastering mobile marketing attribution may seem like an overwhelming task. But done right, it can provide invaluable insights for optimizing mobile ad campaigns and driving revenue. Marketing attribution is also vital to understanding increasingly complex user journeys in a mobile-first world. After all, the digital landscape is rapidly changing. So, marketers must be equipped with the right mobile attribution platforms and tools if they want to adapt and build forward-thinking strategies. For example, brands would be wise to experiment with data-driven attribution and start using machine learning and artificial intelligence technologies to gain greater insight into audience behaviors. That’s why, on Taboola’s leading native advertising platform, marketers can choose the attribution model that works best for their campaigns. Taboola also provides comprehensive analytics reports, granular data, and audience insights. So you can dive deep into your customer journeys and continue to meet your mobile marketing goals at scale. Start launching your mobile ad campaigns with Taboola. --- ### Facebook Ads for SMBs: The Advertiser's Guide URL: https://www.taboola.com/marketing-hub/facebook-ads/ Last Modified: 2025-05-20 10:35:20 Small- and medium-sized businesses (SMBs) have more options than ever when it comes to reaching potential customers. As the top social media platform, Facebook remains one of the best ways to reach consumers. However, organic reach has become challenging in recent years as Facebook has shifted to more of a pay-to-play model. However, as far as awareness and consideration stages go for your ideal targeted consumer, Facebook is one of the most affordable ways to reach a niche audience. This guide will help you get started on running and optimizing Facebook Ads. ## 5 Reasons SMBs Want to Advertise with Facebook Ads ### 1. Massive Audience Reach While the younger people in your life may gravitate toward social media platforms like TikTok and Snapchat, there’s no denying Facebook’s reach. With more than 66% of the social media market, Facebook smokes Instagram, Pinterest, X, and YouTube. “Facebook Ads is cost-effective and highly targeted,” says Sasha Berson, co-founder and chief growth officer at Grow Law Firm. “With over 2.9 billion active users, you can reach a massive audience without breaking the bank. ### 2. Opportunities for Engagement Facebook isn’t just for pushing your products or services to a captive audience: The platform encourages engagement. By advertising on Facebook, you’re building a community you can then nurture as your brand grows. “Let's face it: Your community is on Facebook and Instagram,” Aycen Zambuto, founder at Artisans Edge, points out. “With an effective strategy, Meta advertising offers an opportunity to build a positive reputation within your community.” ### 3. Budget-Friendly Options Ads can break the budget, especially for a small business in its earlier stages. Facebook has a low barrier to entry, allowing you to place an ad for as little as $1 a day. You can then scale as sales start coming in. “In my experience, Meta does a better job at matching customer lists without a $50k ad spend, unlike Google Ads,” explains Domantė Gerdauske, digital advertising team lead at Omnisend. “As an SMB, you can start with modest budgets and increase as they achieve desired return on ad spend (ROAS).” ### 4. Advanced Targeting Options Facebook allows you to refine your targeting to reach a niche audience. You can narrow your Facebook ad’s reach by: - Location. - Age. - Gender. - Interests. “Facebook’s advanced targeting lets you reach the exact people who are likely to buy,” Berson advises. “For SMBs, this means less wasted spend and more efficient customer acquisition.” ### 5. Instagram Add-On Since Meta owns both Facebook and Instagram, Instagram is built into its business tools. Not only can you schedule posts through Facebook’s scheduler, your Facebook Ads can be set to also run on Instagram — you simply check a box while choosing placements. As Gerdauske points out, though, running Instagram Ads separately is sometimes a better option. “After researching my audience, I would either run Instagram Ads alongside Meta Ads or just choose Instagram if my product is aimed more at a visually driven, younger audience,” she recommends. ## Getting to Know the Facebook Ads Manager When you’re ready to place a Facebook Ad, the Ads Manager is the place to go. You can reach it by inputting Business.Facebook.com into your web browser. The ad dashboard is fairly easy to use, but it can help to take a look around since this is where you’ll create and monitor all your campaigns. In the sections below, I’ll cover everything you need to know about using it. ## How to Run a Facebook Ad in 6 Steps Getting started with a Facebook Ad is easy. Simply follow these steps to create your first ad. ### 1. Create an Ad To get started, click on the +Create button in the Business Manager. ### 2. Choose Your Business Objective You’ll be prompted to select a business objective. You can choose between: - Awareness. - Traffic. - Engagement. - Leads. - App promotion. - Sales. ### 3. Choose Between Automatic and Manual You can go with Facebook’s recommended settings to make things easier, or manually set up your ad. ### 4. Add Your Creative You can use videos or still images, as well as text. You can also add multiple creative options and monitor which ones get the best results. ### 5. Set Your Budget You’ll need to set the maximum you want to spend each day. You can choose to start small and scale up as your ad starts getting results. ### 6. Monitor and Optimize Placing the ad is only the beginning: You’ll need to continue to monitor it and use the information for future campaigns. ## How to Create a Facebook Ad Another great thing about Facebook Ads is that you’re in control of the creative. Here are some expert tips to make your Facebook Ads creative pop. ### Add High-Quality Visuals The majority of Facebook posts have imagery. Most of the time, that imagery comes in picture form, but videos and reels have gained considerable traction in recent years. Your first step in grabbing user attention is creating visuals that are both true to your brand and eye-catching. Berson recommends the following: - Keep graphics clean and bold. - Use minimal text (Facebook penalizes text-heavy images) and contrasting colors to grab attention. - Video is huge in 2025 — users spend 5x more time on video than static content. Short videos (15-30 seconds) with captions work best. - With videos, focus on storytelling or product demonstrations to engage viewers quickly. - User-generated content and testimonials feel authentic and are more trusted by consumers. Incorporate them for higher engagement. - Writing Compelling Ad Copy After Facebook users stop scrolling to take a look at your video or graphic, they’ll read the text that goes with it. Ivan Vislavskiy, CEO and co-founder of Comrade Digital Marketing Agency, has some tips for creating winning ad copy. - Hook them fast: Start with a bold statement or question. You’ve got less than 3 seconds to grab attention! - Be clear and direct: Don’t get cute with words. Tell people exactly what you’re offering and why it matters to them. - Include a strong call to action: Tell users exactly what to do next, whether it’s “Shop Now” or “Learn More.” Clarity drives conversions. ## Key Takeaways Facebook Ads is a cost-effective way to get the word out about your business. You’ll need to familiarize yourself with the dashboard and monitor results to inform future campaigns. Powerful ad creative is one of the best ways to grab attention and increase conversions. ## Frequently Asked Questions (FAQs) ### How much does it cost to run an ad on FB? If you’re on a budget, Facebook is a great advertising option. You can get started for as little as $1 a day, although you’ll probably need to go higher to be competitive, depending on your niche. “Facebook Ads are generally more cost-effective than Google Ads,” says Vislavskiy. “The average cost-per-click (CPC) on Facebook is around $0.97, compared to Google’s $2.69. Plus, Facebook’s advanced targeting reduces wasted spend. You reach highly relevant audiences without paying for irrelevant clicks, maximizing return on investment.” However, costs for Facebook Ads are rising, making it more important than ever that brands find ways to complement their social media efforts with other forms of advertising. ### Does Facebook have a creative tool for ads? Facebook offers plenty of tools for setting up your ads, refining your target audience, and monitoring results. However, when it comes to creating graphics and videos, you’ll likely need a design tool like Photoshop or Canva. Vislavskiy also recommends a few third-party tools if you want to expand the platform’s testing and analytics. “For deeper insights, consider using tools like AdEspresso for A/B testing and Hootsuite Ads for managing multiple campaigns,” Vislavskiy says. “Semrush is great for competitive analysis to see how your ads stack up against others.” ### What are alternatives to FB to advertise your business? You’ll find several good alternatives to Facebook, including Google Ads. Zambuto names one notable difference between the two platforms. “Facebook Ads allows you to connect with your audience, which is great for building awareness and generating demand,” Zambuto explains. “Google Ads, on the other hand, put you directly in front of interested customers. While this typically incurs a higher cost-per-lead, the customers are generally much more qualified.” You can also use specialized performance marketing tools that optimize your Facebook Ad results, which will help you make the most of each campaign. Those tools aren’t competitors to Facebook Ads -— rather, they’re designed to work alongside your campaigns. --- ### Launch and Scale a Successful Campaign with Maximize Conversions - Tips & Tricks URL: https://www.taboola.com/marketing-hub/maximize-conversions-tips/ Last Modified: 2026-03-15 13:47:58 In today's challenging economic climate, advertisers need to know that their marketing budgets translate into conversions and revenue post-click, ensuring sustained engagement through the sales funnel. Taboola, ever-evolving to aid advertisers in enhancing performance, recently launched Maximize Conversions, shifting the focus from mere traffic and CPCs to driving actual conversions and results. Maximize Conversions is an innovative strategy that automatically optimizes campaign bids to help you drive conversions within your set budget. Powered by our core machine learning algorithm, SmartBid, Maximize Conversions uses hundreds of data signals to make real-time decisions based on your budget and goals. Meaning, you no longer have to worry about manually adjusting CPCs for each ad placement. Maximize Conversions will do the legwork for you. Amidst the unpredictable advertising landscape, Maximize Conversions ensures predictable performance aligned with diverse campaign objectives, offering an automated bidding strategy that amplifies conversion volume across the web while granting control over cost points. Whether you're already using Maximize Conversions or just getting started, we're sharing our tips, best practices, and advertiser success stories to help you boost performance, explore real-world examples, and achieve positive campaign ROI. ## Unveiling Success with Maximize Conversions Advertisers who have utilized Maximize Conversions tout its remarkable stability, decreased manual workload, and notable performance improvements, empowering advertisers to redirect efforts towards strategy and creative enhancements. Seven.One Entertainment Group, for example, achieved an 11X increase in conversions and 12% increase in conversion rate. Meanwhile they saw a 13% decrease in conversion costs on mobile. With Maximize Conversions enabled, Click Crew Media assisted one client in achieving a 10X increase in campaign scale, a 10X increase in conversions, and a nearly 2X increase in ROI — all at a 12.5% lower cost per view (CPV). Taboola's Maximize Conversions also delivered a greater scale than competitor platforms. In some cases, Click Crew Media saw their scale increase by over 300% within a week. Babbel, the language mastery experts, acclaim Maximize Conversions: “Our Maximize Conversions campaigns are the clear winners! They consistently deliver outstanding results, allowing us to maximize budgets while achieving impressive CPAs. These campaigns are also driving the highest ROAS for us at the moment, and we're excited to continue investing with Taboola." Muhlert Digital GmbH Agency highlights the true magic: “In a few weeks of using Maximize Conversions bidding strategy, we have seen a consistent increase in our conversion volume with CPA decreasing over time. We've since ramped up our spends on these campaigns and are looking forward to increasing the adoption of this feature across all our campaigns." Now, let's explore how these marketers created, scaled, and optimized their campaigns in our step-by-step guide. ## How to Set up Your Maximize Conversions Campaign ### Start with Budget & Bidding First, let's look at how to set up your Maximize Conversions campaign. Before you select “Maximize Conversions" under the Budget & Bidding section, you can take these steps to help meet your marketing goals: - Set up conversion tracking. The campaign will automatically maximize results to meet your conversion goal, so it's important to correctly set up conversion tracking. You can use the Taboola Pixel or S2S integration with defined conversion rules to do this. Learn more about it here.     - Establish a realistic daily budget. We strongly recommend setting a daily budget of at least 10-15X your CPA goal. If your CPA is below $5, we recommend setting a minimum daily cap of $50. This will help generate enough data for the algorithm to learn about your campaign and audience engagement in order to drive performance as quickly as possible. Once the campaign stabilizes, then you can alter your budget.     - Know when to use Target CPA. If you'd like to control the cost of each lead or conversion generated, you can use our Target CPA option. With Target CPA enabled, the algorithm will then deliver results at or below that CPA goal. However, Target CPA is, by design, a more conservative bidding strategy and will prioritize the cost over scale. We do not recommend setting a Target CPA in the first few days of your campaign. Instead, it's best to wait for the campaign to run for a few days, ideally after 50 conversions, to explore the potential CPA. You can then set a Target CPA based on recent performance. ### Navigate the Campaign Launch and Learning Phase Once Maximize Conversions starts running, give the algorithm 3-4 days to learn and stabilize your CPA. If you see any initial fluctuations, it may be tempting to start tweaking your campaign. But it's best to avoid making adjustments during this launch and learning phase.     If your campaign learning phase is taking longer than expected — and you're not seeing suitable conversions in those first three-four days — you might try these tactics: - Broaden your targeting parameters. If you have a long site block list or you're targeting a very niche audience, this may result in a longer learning phase, and a lengthier stabilization process for your CPA. - Change the event you optimize towards. Choose a more common event, ideally the one closest to your primary conversion event.     ### Scale and Optimize Your Campaign Effectively Even after your ads have been running smoothly, it's important to continuously optimize your campaign to deliver maximum results. Here are our top tips for optimizing campaigns with Maximize Conversions: - Adjust your budget for increased performance and scale. We recommend making changes of no more than 50% in one go, and keeping your daily budget to a minimum of 10X your CPA to minimize performance fluctuations. Top tip! When increasing your daily budgets, do so at the start of the day in order to gain a full day of optimization and see results faster. - Refresh creatives to combat ad fatigue. Creative stands as a pivotal element within any campaign, yet even the most triumphant ads can hit metric plateaus. It's crucial to continuously optimize creatives and experiment with fresh ad elements to resonate with your audience. At Taboola, we've harnessed cutting-edge AI tools like ChatGPT and Stable Diffusion, blending them with our deep industry expertise. This fusion integrates data-driven strategies and dynamic keywords, empowering advertisers to automatically craft top-performing ad components. Our goal? Amplifying efficiency and effectiveness across scale, while conserving invaluable time and resources.     Ready to set up your first Maximize Conversions campaign? Get started here. --- ### How to Combine SEO and Conversion Rate Optimization for E-commerce Sites URL: https://www.taboola.com/marketing-hub/ecommerce-cro-seo/ Last Modified: 2025-06-09 09:30:12 Search engine optimization (SEO) and conversion rate optimization (CRO) may seem like two entirely distinct strategies. While they each have unique benefits to offer marketers, combining them can help you boost e-commerce success. In fact, integrating SEO and CRO can turn an e-commerce site into a high-performing revenue generator. Separately, they may yield quick upticks in certain metrics. But together, these strategies can lead to increased traffic, more engaged visitors, and higher e-commerce conversion rates at scale. Here, we'll explain just why it's so important to combine these techniques and how to seamlessly integrate your SEO and CRO tactics to enhance e-commerce marketing results. ## Understanding why combining SEO and CRO is important First, it's important to understand what CRO and SEO strategies are individually. SEO is the process of optimizing website content to improve search engine rankings and increase traffic. Say you're launching a campaign to sell a new line of running sneakers. You conduct keyword research and see that your customers are searching for “best long-distance running shoes." You update your product page and metadata to include that keyword phrase. Now, your product page shows up when customers search for that phrase, driving traffic to your site. That's an example of search engine optimization. Conversion rate optimization is the process of optimizing website content to increase conversions, such as purchases or newsletter signups. More specifically, your CRO strategy aims to improve your conversion rate, which is the number of conversions divided by the number of website visitors. Say you have 10,000 daily website visitors but only 500 of them convert. Your conversion rate is 5%. To get that rate to 7%, you might place clearer CTAs on your product pages or reduce steps in the checkout process. Evidently, SEO and CRO are unique strategies, and they can often be applied to different stages of the marketing funnel. SEO is about building awareness and website visitors while CRO is about converting those visitors into paying customers. Still, it would be a mistake to keep these strategies siloed. SEO and CRO must work hand-in-hand to enhance e-commerce marketing success. ## Why combine SEO and CRO to make them work together SEO and CRO can complement each other to yield a stronger e-commerce strategy and optimize marketing results. If you launch your SEO strategy in a vacuum, for example, you may be able to increase organic traffic. But what happens when new visitors land on your site and look to take the next step in their customer journey? You need a strong CRO strategy to guide them and drive conversions. Otherwise, you risk increasing your bounce rate and losing out on valuable leads. On the other hand, if you focus solely on your conversion rate optimization strategy, your site will be prepped to increase performance results. But you might struggle to actually expand your reach across the web and drive those potential customers to your pages. Together, robust CRO and SEO strategies can help create seamless, intuitive, and engaging customer experiences — from the moment someone becomes aware of your brand to the moment they make a purchase. ## How to combine your SEO and CRO strategies Now let's explore nine ways to combine your SEO and CRO strategies for better e-commerce results. ### 1. Keyword Research and User Intent Keyword research is the foundation of a good SEO content strategy. These keywords indicate what your customers are searching for, and they can inform how you build your content pages. Use keyword research platforms to find high-converting keywords among your target audience. You can use Taboola Trends, for example, to see which keywords are driving strong engagement and competition for certain verticals, platforms, and countries. Keywords can also help you understand user intent and behavior. Say you sell pet supplies. Instead of just using generic keywords like “dog bowl" or “cat bowl," you might conduct keyword research to see that people are searching for “dog bowl keeps spilling" or “when to replace your cat bowl." These results indicate that customers have certain pain points and are looking for specific solutions. ### 2. On-Page SEO and User-Friendly Content Now you can meet that user intent by optimizing your site content for conversion rate optimization. To start, try these tactics: - Update product descriptions and landing pages with relevant keywords. Include these keywords in page titles, subheads, and body text. But beware of keyword stuffing, which can negatively impact your SEO ranking. - Streamline content creation by minimizing page elements and cutting down on clutter. - Divide pages with clear headings and succinct bullet points for more scannable and user-friendly content. You can also improve on-page SEO by incorporating keywords into metadata like title tags, descriptions, and image tags. While this data might not be visible to users, it can help make your site more discoverable by search engines and boost your rankings. Current SEO best practices promote the use of AI technology to help you achieve some of these goals. ### 3. Website Speed and Mobile Optimization Make sure you have a mobile-friendly website that loads quickly across devices. After all, mobile devices are responsible for more than half of global website traffic. And 76% of U.S. adults report buying products using a smartphone. So, how can you reach consumers across devices and increase your e-commerce conversion rate? With these mobile optimization tactics: - Improve your website speed. Use website speed optimization techniques for faster load times. For example, remove extraneous code, cut down on external scripts, and compress images. - Build a responsive website. With responsive design, your website will automatically adjust to fit the device it's displayed on, making it easier for visitors to consume your content and navigate your pages. This can help increase user retention and engagement. - Test your mobile-friendliness. When in doubt, run your site through mobile-friendly test to see if it's suitable for smartphone and tablet ### 4. High-Quality Product Images and Descriptions A picture is worth a thousand words, and that's true in e-commerce marketing, too. High-quality images can help improve your search rankings and on-site user experience (UX). The right visuals can also influence ad clicks and purchase decisions. That's why it's so important to pair your keyword-rich product descriptions with high-resolution product images. Native advertisers can use Taboola Image Trends, for example, to see which types of visuals are driving the most clicks and engagement. Do tech customers prefer close-up shots, black-and-white photographs, and images with food? Do fashion shoppers prefer visuals with women, overlaid text, or illustrations? Answering these questions can help enhance user experiences, and, in turn, improve conversion rate and SEO. ### 5. Internal Linking and Navigation Speaking of user experiences, there's nothing more frustrating than clicking on an ad, being taken to a site, and...realizing you're totally lost. E-commerce marketers must make it easy for visitors to find exactly what they're looking for with strategic internal linking. This way, they can create a cohesive UX from the search results page to the checkout page. And this is just another reason why syncing your SEO ranking strategy and conversion rate optimization is so crucial to driving performance results. So, be sure to use a logical and intuitive internal linking structure for better user navigation. Say your search results snippet promises “thousands of online games," for example. Make sure your landing page clearly displays not just information about top games, but internal links that users can click to learn more and find the right fit for their interests. ### 6. Schema Markup for Rich Snippets Schema markup is a term for the standardized code that search engines use to read, understand, and categorize website content. Marketers can use schema markup to add rich snippets to their search results and improve their SEO. Rich snippets are basically additional features that give customers more pre-click information about a business, which can then help increase CTR, CRO, and on-page engagement. There are different types of markup schema for different types of rich snippets, such as image carousels, customer ratings, logos, and videos. Incorporating these schema markups into your code can help improve user experiences and enhance search engine results page (SERP) rankings. ### 7. A/B Testing for CTA Optimization A/B testing can help optimize any aspect of your e-commerce marketing operation — including your SEO and CRO. For example, you might test two different landing page headlines or ad visuals to see which performs best among your target audience. However, when your goal is to drive conversions and revenue, it's also necessary to focus on CTA optimization. By regularly testing CTAs, you can find the most effective versions of each button and create a smoother intuitive user interface for your customers. For instance, you might also experiment with different colors and font choices for your CTA buttons. If your goal is UI optimization, you might also run a test to see if your CTA button drives more clicks above the fold, in the middle, or at the bottom of your landing page. With Taboola, you can also use our built-in generative AI tools to quickly create multiple variations of your content and then test them against each other. ### 8. Implement User Reviews and Testimonials You can spend hundreds of words extolling the benefits of your products. But, in the end, a few authentic user reviews can be more influential in driving purchase decisions and e-commerce revenue. So remember to display testimonials and user-generated content (UGC) on your site. Highlighting these genuine success stories or recommendations can help build user trust. Authentic UGC can also help positively impact your SEO, driving more people to your website. If you're still looking to build your own pool of reviews and testimonials, try asking customers to provide their feedback via email and social channels. You can even offer a reward in return, such as a chance to win a free product or a discount on their next purchase. ### 9. Content Marketing and SEO-Driven Blog Posts Content marketing is crucial for both SEO and conversion optimization. High-quality, personalized, and informative content can help attract the right users to your site and keep them engaging with your brand. So use these content optimization techniques to boost SEO and CRO strategies: - Make sure blog posts and articles optimized for search engine rankings. Meaning, they should include high-value keywords and be easy to digest. Most importantly, they should be relevant to your audience's needs and interests. Say you're a travel brand, and your keyword research shows that customers are searching for "affordable winter getaways." You might publish a blog post like: "7 Winter Getaways That Won't Break the Bank." - Think like your customer. If you click on an ad for a certain product or service, and you're taken to a landing page, what do you want to see? What questions do you want answered? What makes the experience feel intuitive? What makes it feel frustrating? Use your answers to update your content and improve customer experiences. - Strategically place CTAs and internal links within content. Don't make readers work too hard to find information. With helpful CTAs and links, you can keep potential customers on your site, encourage them to continue learning about your brand, and help them discover the next step in their user journey. ## SEO + CRO = E-commerce Success As your e-commerce business evolves, so should your SEO and CRO strategies. Remember to continuously analyze customer data to better understand how website visitors behave and how you can improve their experiences. You can use Google Analytics metrics to track clickthrough rates, bounce rates, referral sources, and, of course, conversation rates. Beyond this quantitative data, consider gathering qualitative feedback from your customers by launching email surveys. You might ask questions like: “Did you find what you were looking for on our site?", “Was the site easy to navigate or confusing?", “When and why did you decide to leave the site?", and “What can we do to make your experience better?" This information can help inform ongoing optimizations and nurture customer relationships. You can also use a platform like Taboola to fuel e-commerce success across every stage of the funnel. Launch high-impact native advertising campaigns to reach targeted audiences on top publisher sites. Personalize those ads with dynamic keywords and eye-catching visuals. Then drive those users to custom landing pages, where they can learn more about your brand and ultimately convert. Ready to optimize your e-commerce results? Create your first Taboola campaign. --- ### 8 Ways Realize Can Maximize Your Affiliate Marketing Campaigns URL: https://www.taboola.com/marketing-hub/taboola-best-practices-affiliate-marketing/ Last Modified: 2026-03-11 14:35:59 Affiliate marketing is changing the way brands sell – and the way consumers learn about new products. And it's growing fast. A 2020 survey by Gartner revealed that 65% of B2C marketers around the world planned to increase their affiliate marketing spend. With a cookieless future ahead of us, it's important to understand how implementing Realize's best practices can maximize results for affiliate marketers, and how Realize's technology is prepared to target relevant users contextually. In this article, we're going to look at seven tips to help you get the most from your affiliate marketing campaigns. These tips include how to set up your campaign inside Realize and how to design creative that engages and converts your audience. ## 8 Tips to Maximize Your Affiliate Marketing Campaigns ### 1. Set Up the Realize Pixel ASAP The Realize Pixel is a critical part of a successful long-term campaign. By implementing the Pixel across all pages of your website, you'll gain access to a wealth of new data around your potential customers and how they engage with your brand. Without implementing the Pixel, you'll only be able to see data involving clicks to your ads across publisher sites. But with the pixel, you'll be able to create custom audiences and track new goals (called conversions), helping you to see when visitors: - Fill out a form, download a piece of content, or subscribe to your newsletter - Watch one of your videos - Add a product to their cart, whether or not they completed the purchase - Read to a certain length or percentage of a page - Leave your site abruptly without reading the content With this granular level of data, you'll be better equipped to track the performance of your marketing funnel, recover lost conversion opportunities, and see your return on ad spend (ROAS). You'll also be able to automate those optimizations to reduce ad waste with Realize's Smart Bid feature, which we'll look at next. That's why Pixel implementation is step one! It should be placed at the header of every landing page on your website. Here's more info on the Realize pixel, how to implement the right one, and how to define conversions so Realize knows which user actions you want to track: - The standard Realize Pixel - For Shopify websites - Server-to-server integration (S2S) ### 2. Set Smart Bid as Your Bid Strategy Choosing the best places for your ad spend can be a tricky task. After all, there are many factors to consider – and data points to calculate – when trying to identify your best chances of engaging and converting potential customers. That's exactly what Realize's Smart Bid helps with. In fact, we see a 22% increase in conversions when Smart Bid is implemented over Fixed Bid. Smart Bid works at the impression level, deciding the right cost to you every time your ad is shown on a publisher's website (also called cost per click, or CPC) in order to find the user that has the highest likelihood of converting. By looking at network-level insights and signals, Smart Big does all the heavy lifting for you when it comes to allocating your budget across each campaign to find users who are going to convert on your offer. With every new click, video view, or email capture, the tool is constantly collecting and analyzing data signals while increasing the scale of your campaigns and maximizing conversions. Learn more about Smart Bid and how to implement it. ### 3. Separate Your Campaigns by Device Not all campaigns are created equal. For example, you might have a stellar Desktop campaign that costs you $0.65 per click, but you might be able to get that same momentum on a Mobile campaign for just $0.35 per click. For this reason, we recommend separating your campaigns by device when you're using run-of-network (RON) campaigns, or campaigns where your ads are showing across a wide variety of publisher websites. By separating your campaigns, you're in a better position to minimize your costs while maximizing performance across all of your campaigns. Other platforms, such as Facebook, encourage you to include all devices in one campaign, and they'll take care of the rest. But we are not other platforms. ### 4. Start with Broad Targeting and a Higher Daily Cap In the early stages of your campaigns, more data is better. Larger data sets help to garner enough information to see which audiences are truly the most engaged, so you can tap into them as your campaigns mature. For this reason, we don't recommend narrowing down your audience targeting when you're just starting out. Keep it broad to collect as much information as possible. The same logic applies to your daily cap. We recommend setting it to $150-200 per campaign to give the campaign and Smart Big a larger window to test and optimize. Another recommendation is to set up retargeting. Retargeting campaigns (also called remarketing or sequential retargeting) show your ads to users who have already seen them, which drastically increases conversion rates. And when we say drastically, we mean it: retargeted users are 70% more likely to convert than first-time visitors! ### 5. Experiment with Headlines and Images Your campaign creative plays a huge role in how well they perform. That's why Realize has tools to help make sure that you're constantly learning and improving. Realize Trends shows you data-backed insights into what's performing well in the Realize affiliate network. You'll learn helpful tips like which types of images get higher click-through rates (CTRs) and which keywords are trending right now. There's even a Headline Analyzer where you can plug in several title ideas and see which ones are more likely to perform. We recommend bookmarking Realize Trends in your browser so you can access it whenever you need it. When it comes to building your campaigns, here are a few tips: - Create at least 4-12 different title and headline combinations for variety. - Use Dynamic Keyword Insertion (DKI) for your titles, which allows Realize to automatically personalize your titles for different users and boost your conversion rates. - Use Ads with Description, which allows you to add descriptions that tell more of your story, have a higher impact, and foster better engagement. ### 6. Be Strategic with CTA Buttons and Placements Calls to action (CTAs) are a critical part of a strong campaign. They tell users exactly what's on offer – and guide them toward the specific actions you want them to take. Realize's CTA Button is a creative add-on that's designed to catch users' attention and encourage them to perform your desired conversion actions, like registering for a discount, signing up for a trial, or reading your blog. In addition to choosing the right CTA button for your ads, consider where CTAs are placed on your landing pages. Here are a few tips: - Give users a single CTA focusing on your primary goal. - Place your main CTA immediately below your landing page's article body – but not below comments or share buttons. - Place a less aggressive CTA about one-third the way down the landing page. - Give users an incentive to take action, like a discount or demo. - If possible, gamify your action to increase chances that users will follow through. - Don't visually separate your CTAs from your content – users have “banner blindness," so they're more likely to scroll right past it. ### 7. Avoid Policy Violations and Common Mistakes The last thing you want is to violate Realize's content policies – which can cause your campaigns to be restricted or banned completely. Take the time to read through Realize's full list of advertising content policies. Here's a video to summarize Realize's Content Policy: In addition to policies, there are some common do's and don'ts for your campaigns: - If you use testimonials, make sure they're verified and they click out to the website of the person or entity listed. - If you include media logos for social proof, click out to the respective articles. - Be transparent about your content by displaying “Advertorial". - Don't use before & after photos. - Don't use a countdown timer. - Don't use exaggerated language. ### 8. Keep the Learning Phase in Mind as You Grow It's important to remember that new campaigns are in the “learning phase." This phase typically lasts 11 days, during which time the Realize algorithm is analyzing user actions while learning your new campaigns and creative elements. A lot is happening during this phase, so you may notice that performance is less stable and more likely to fluctuate in click-through rate (CTR) and cost-per-action (CPA). This is nothing to worry about. In fact, it's a good thing. It shows that your campaigns are getting better and better. It's best not to alter your campaign's settings too much so the Realize algorithm can continue to learn. When you approach your campaigns with a growth mindset, there's no limit to what you can achieve. So keep these best practices in mind as you continue to hone and optimize your campaigns. --- ### Twitter Ads: All You Need To Know URL: https://www.taboola.com/marketing-hub/twitter-ads/ Last Modified: 2026-03-09 08:14:37 X (formerly Twitter) is a social media and instant messaging platform with an estimated 237 million daily active users (DAUs) who spend an average of 11 minutes per day on the app. For advertisers, the immediacy of X is the draw: You can put a timely message in front of people who are looking for timely information. This guide explains how X Ads work today, the formats you can buy, the targeting available, how to set up and optimize campaigns, and what to measure so you can scale what works. ## Understanding Twitter Advertising (Now X Ads) ### What Is Twitter Advertising (Now Known as X Ads)? X Ads are paid placements that appear across the X experience, blended with organic posts. They are surfaced primarily in the Home timeline and Explore interfaces. Campaigns run through an auction and bill you for a result aligned to your chosen objective, like a click, an app install, or a video view, rather than for every impression by default. That set up makes it imperative to know your goals and how X fits your marketing strategy before you start buying. ### What Are the Different Advertising Objectives Available on the Platform? X supports objective-based campaigns for Awareness (maximize unique exposure), Consideration (post interactions, video views, website traffic, app installs), and Conversions. Choose the objective that matches the action you want, because it determines optimization, billing, and available formats. ### Who Is the Typical Audience for Twitter (X) and Why Is it Valuable for Advertisers? X’s ad reach is substantial and global. Recent digital-audience reporting estimates that ads on X can reach roughly 586 million people worldwide, with usage skewing toward men ages 25 to 34. The combination of scale plus a news- and interest-seeking mindset makes X especially valuable for launches, limited-time offers, and brands tapping into live cultural moments. ## Ad Formats Available on Twitter (X) ### What Are Promoted Tweets? Promoted posts are regular posts that advertisers pay to amplify to targeted audiences. They look and behave like organic posts (people can reply, repost, and like), but they’re marked “Promoted.” Promoted Ads can include single images, carousels, polls, and video, and they’re available across most objectives. ### What Are Promoted Accounts (Now Follower Ads)? Historically called Promoted Accounts, Followers Ads are designed to grow followers by suggesting your profile to the right people. X’s current product spotlights Follower campaigns/Follower Ads within its objectives and formats. In practice, advertisers today typically drive high-quality follows using Promoted Ads optimized for Reach or Engagements with clear “follow us” CTAs and profile visits as a KPI. ### What Are Promoted Trends? The current equivalent of Promoted Trends is Spotlight Takeover, which is a premium 24-hour placement that puts your branded trend and creative on top of the Explore tab and “What’s Happening” section on X.com. It’s backed by companion timeline media and built for mass awareness on moments like launches, premieres, and tentpole events. ### What Are Twitter (X) Takeover Ads? X Takeovers come in two headline varieties: - Timeline Takeover: Your ad is the first ad people see the first time they open X that day. - Spotlight (Explore) Takeover: Your creative sits at the top of Explore and trending modules for 24 hours. Both packages are reservation-based, high-impact buys that concentrate awareness quickly. ### What Are Twitter (X) Cards? “Cards” are richer creatives that attach an image or video, headline, and CTA to a post. Cards are ideal for traffic, conversions, or app installs. They can be created in Ads Manager and promoted in campaigns. For app campaigns, X provides dedicated implementation guidance and measurement requirements. ### What Are Community Takeovers? “Community Takeover” isn’t a standard, purchasable X ad unit. Instead, marketers use X Communities, which are user-run, topic-based groups, to host or partner on programming. You can schedule an AMA (Ask Me Anything), co-host a Space, pin posts, and host creator collabs, then amplify with Promoted Ads or a Takeover to extend your member reach. Most advertisers treat it as a planning tactic that pairs Community engagement with paid distribution, not a distinct format you order from X’s rate card. ## Targeting Options on Twitter (X) ### What Are the Available Demographic Targeting Options? Targeting is available by age, gender, language, location (from country to zip code in supported markets), and device. Layering these basics creates the foundation for more granular overlays like interests or keywords. ### How Does Interest-Based Targeting Work on Twitter (X)? Interest targeting lets you reach people who frequently engage with specific topics on X, like sports, fintech, or gaming. It maps to behaviors inferred from what people read, watch, and discuss. Many advertisers combine interests with follower look-alikes to focus delivery. ### What Are Keyword Targeting Options? Keyword targeting reaches people based on words and phrases they’ve recently searched for, posted, or engaged with. It’s powerful for intent and brand-safety control. You can include keywords like “headphones review,” while excluding competitor or news-risk keywords. ### How Does Follower Look-Alike Targeting Work? Follower look-alike targeting expands targeting to people who behave similarly to the followers of specific accounts (industry publications, competitors, creators). It’s a fast way to approximate a “category audience” without third-party lists. ### What Are Conversation Targeting Options? Conversation targeting lets you reach people engaged in particular conversations and topics, for example around music festivals, elections, or fantasy football. It’s built for timely relevance by aligning ads to what a cohort is actively discussing right now. ### How Does List Targeting Function? List targeting (also known as Tailored Audiences) matches your hashed customer emails and phone numbers or website and app activity against X users so you can build CRM remarketing, exclusions, or look-alike expansions. Note: This feature is available everywhere. ## Creating and Managing Twitter (X) Ad Campaigns ### What Are the Initial Steps in Setting up a Twitter (X) Ads Campaign? Follow these steps to set up an X Ads campaign: - Log into Ads Manager. - Click “create campaign.” - Choose your objective. - Set your campaign and ad group details. - Define your audience. - Build your creatives (posts and cards). - Add billing if it’s your first campaign. If you run app campaigns, you probably want to integrate a mobile measurement partner first for SKAN/Android attribution. ### How Do You Define Your Budget and Bidding Strategy? Best practice is to pick a daily or total budget at the ad-group level and choose an automatic or a manual bid tied to your billable event. Automatic bids let the system bid to maximize results, whereas manual bids offer hands-on control. Keep in mind that costs may vary widely by market and objective. Many advertisers see CPCs and CPMs in the low-to-mid range compared with other social platforms, but your actual costs will depend on auction pressure and creative relevance. You’re billed for results aligned to your objective. ### How Do You Create Compelling Ad Creatives for Twitter (X)? Creating ads that capture users’ fractured attention is not easy. Short videos and animations that catch the eye, a single clear message, and a concrete CTA are bedrock best practice. But, creativity that matches your brand voice is key. Ad copy must be concise, and creators try to front-load value in the first second of video. Note: X’s creative standards discourage clutter — hashtags and multiple emojis are prohibited in ads — so visuals and text need to be crisp. ### How Do You Monitor and Manage Your Campaigns? Use the campaign dashboard to track impressions, results, engagement rate, and cost-per-result in near-real time. Build variants (copy, aspect ratio, hooks) and rotate winners. Schedule posts ahead of moments and adjust flighting/frequency caps to balance reach and fatigue. ## Measuring and Analyzing Twitter (X) Ad Performance ### What Are the Key Metrics to Track for Twitter (X) Ads? Start with: - Impressions/Reach. - Engagements and Engagement Rate. - CTR. - Video views/complete views and view rate/CPV. - Cost-per-result. - Conversions/ROAS. ### How Do You Analyze the Results of Your Campaigns? You must map metrics to intent. Most ad buyers use reach and frequency for awareness, engagement rate for resonance, CTR for traffic fit, post-click metrics like bounce and time-on-site for landing-page match, and conversion rate or CPA for efficiency. These metrics allow you to compare by audience segment, placement, and ad creative. To understand how well your video hooks a viewer, monitor your 3-second and 6-second views alongside the completion rate. ### How Can You Optimize Your Twitter (X) Ads for Better Performance? - Tighten targeting: Start broad within your core geography/age, then spin out ad groups by interest, follower look-alike, keywords, and conversation targets. - Iterate creative: Test openings (first 1–2 seconds), aspect ratios, and captions; cut variants weekly, keep top-quartile performers. - Control exposure: Apply frequency caps to protect efficiency in reach campaigns. - Measure properly: Implement website conversion tracking/pixel and, for apps, verified SKAN/MACT partners before launch. ## Key Takeaways When working with Twitter/X Ads, pick an objective that matches your real goal, as X bills on that action. Match format to moment, e.g., Promoted Ads for always-on, and Takeovers for launches and cultural spikes. Remember that creative clarity always wins — one message, a strong CTA, motion first — and keep ads clean, with no hashtags or emoji overload. Measure both attention and action, and view rates and engagement alongside CTR, CPA, and ROAS. ## Frequently Asked Questions (FAQs) ### How much does Twitter (X) advertising cost? There’s no universal rate card because X Ads run through an auction. You can set daily and total budgets and typically pay on a cost-per-result basis. Benchmarks vary by market and vertical, and your creative relevance and competition ultimately drive price. It’s best to start with controlled tests and then scale what clears your CPA/ROAS hurdles. There are alternatives to X Ads advertisers should be aware of, not only for acquisition through other social networks, but especially if and when ads reach their revenue plateau. ### Is Twitter (X) advertising effective for all types of businesses? Advertising on X is most effective when timing and breaking into a conversation matter. It also works for performance advertisers who can pair strong creatives with keyword, conversation, and list targeting. You can evaluate your fit for X by looking at your audience (are they on X?) and by the timeliness of your strategy. If you can’t hook your brand to rapidly changing conversations around widely diverse topics, it might not be a good fit. ### How do hashtags play a role in Twitter (X) advertising? For ads, X’s current creative rules prohibit hashtags and multiple emojis. For organic content, hashtags still help with discovery. You can use one to two highly relevant tags and lean on conversations and topic alignment rather than tag stuffing. ### What are Twitter (X) Moments and can they be used for advertising? Moments are curated collections of posts that tell a story. They’re not a separate ad format, but marketers use them to package narratives and then promote the associated posts or pair Moments with Takeovers for scale. --- ### Holiday Marketing Success: 3 Brands Share Tips to Boost Advertising ROI URL: https://www.taboola.com/marketing-hub/holiday-marketing-budget/ Last Modified: 2025-03-13 08:53:18 The fourth quarter of the year isn't just a season of festivities. It's a season of unparalleled opportunities for brands and advertisers and a time when consumers are in a buying frenzy. The sales during these months can make or break your year. In fact, retail spending for the 2023 festive season is projected to increase by 4.5% to $1.3 trillion and e-commerce accounts for nearly 20% of these sales. But success in Q4 doesn't happen by chance – it results from meticulous planning and data-backed budget allocation. With the right advertising strategy, you can ensure your brand stands out amidst the festive season noise. We've enlisted the expertise of top advertisers and agencies who've honed their festive season advertising strategies to perfection. Their recommendations and insights can guide you through the intricate process of allocating your resources to maximize returns during this crucial period. ## Pick the Q4 Moments that Matter to Your Business Some brands can take advantage of the entire shopping season, leaning in especially hard on the days surrounding Black Friday, Small Business Saturday, Cyber Monday, and the last 'guaranteed to be delivered by Christmas' days. That's a successful strategy for many advertisers, but it isn't effective for every company. What if your brand is subject to seasonality and those peak shopping days aren't relevant? Should you skip the festive season altogether? According to Secret Escapes' Senior Performance Marketing Executive Anastasia Trifunovic and Performance Marketing Manager Caroline Schaaf, the answer is no. For this travel brand, the most critical time to launch performance marketing campaigns and drive sales is Q5 (January). Instead of wasting ad dollars and trying to compete during high-cost, high-competition days and months, the team holds off in favor of capitalizing on the days when their campaigns will generate the best ROI. Even if seasonality doesn't affect you, the takeaway from this recommendation is essential: focus on the days that drive results for you specifically. For example, if your brand offers online gift cards or subscription services, you could prioritize the few days before Christmas when deliveries won't arrive on time, targeting last-minute shoppers. ## Test, Optimize, Repeat The festive season is a high-stakes period, so ensuring your campaigns are as compelling as possible is crucial. A/B testing provides data-driven insights that help you understand which messaging, creatives, and offers resonate, adapt to changing consumer behaviors and optimize your ad spend for maximum ROI. But what exactly should you test? For their beauty brand client Boots, Programmatic Executive Mollie York and Digital Media Executive Megan Cardoe from SMG Agency center their A/B tests on creatives and messaging copy. They constantly look at traffic and sales data to evaluate campaign and platform performance, shifting budgets to better-performing ads and channels as data becomes available. Since they are confident with their audience targeting, it isn't an aspect they test. However, you should if you're looking for new audience segments. ## Look to the Past, Predict the Future You don't have a crystal ball to show you what consumers will buy, but you have the next best thing – historical data. When Aiden Spiteri, a Programmatic Account Executive at the global agency Incubeta, plans Q4 advertising strategies for clients, including The Perfume Shop, he analyzes data from previous Q4s, using what he learns to inform the upcoming season's strategy. You should examine past consumer buying trends and evaluate sales data from different angles. See what insights you can unearth by asking yourself questions such as: - Did the most popular items fall into specific price points? - Was a purchasing trend due to an isolated event like the pandemic or is it an emerging trend likely to repeat itself? Analyzing the marketing and budgeting strategies you used in previous years is equally important. Take note of which campaigns, platforms and audiences delivered the highest ROI. Sometimes, your greatest insights will come from scrutinizing the strategies that didn't work; think about what you anticipated would happen and why the reality was different. ## Seize the Season The ornaments are coming out, the consumers are ready to shop, and it's your brand's time to shine. With expert recommendations from top advertisers and agencies and the power of data-driven decisions, you're poised for festive season campaign success like never before. So, don't wait! Dive into action, plan carefully, and make this year unforgettable for your brand and bottom line. --- ### eCommerce Marketing: Benefits, Strategies and Examples URL: https://www.taboola.com/marketing-hub/ecomm-marketing/ Last Modified: 2025-06-03 11:27:17 Running a successful online venture in today's ever-evolving eCommerce landscape is no walk in the park. Business owners and marketers face numerous challenges that can make or break their eCommerce ambitions. In this guide, we will explore common eCommerce challenges, from establishing trust through security protocols to optimizing eCommerce logistics to differentiating your brand to stand out. We'll also discuss eCommerce advertising formats, platforms and strategies, and see how other brands are achieving better-than-expected results and sales. Whether you're a seasoned eCommerce expert or just starting out, read on to discover how to navigate the complexities of running a profitable eCommerce business. ## What Is E-commerce Marketing? E-commerce marketing is the process of using promotional methods to increase traffic to an online store, and boost sales over the internet. There are several main types of e-commerce business models. Some are based on who is selling to whom and how products/services are delivered, such as: - Business to consumer (B2C): Businesses that sell products and services directly to the end user, which is typically the case for online retailers. - Business to business (B2B): Businesses that offer products and services to other businesses. This can still be considered e-commerce, even if a physical product isn’t involved. Others are based on inventory & fulfillment model: - Direct-to-Consumer (D2C): Brands selling directly to consumers, bypassing the middlemen. - Dropshipping: Store owners selling products without holding inventory; rather, the suppliers ship directly to customers. The goal of e-commerce marketing is to drive both awareness and sales for businesses that operate online. Most e-commerce marketing strategies involve web-based tactics such as search engine optimization (SEO), email marketing, social media marketing, and paid online advertising. ## eCommerce Advantages and Disadvantages ### eCommerce Business Benefits Profitability: eCommerce brings a plethora of benefits to the table for business owners and consumers alike. With an eCommerce business, you can reach customers worldwide, 24/7. Without renting or maintaining physical stores, you can lower overhead costs and increase profits or pass those savings on to consumers. Efficiency:Technology enables eCommerce optimization, automating order processing and customer service, and freeing up time and resources for other critical business tasks such as marketing and product development. Data-Driven: One of the most significant advantages is the ability to track and measure various metrics accurately. A data-driven approach empowers you to make informed decisions, optimize strategies, and achieve better results. Whether analyzing website traffic, monitoring conversion rates, or studying customer behavior, eCommerce provides valuable insights that traditional retail cannot match. ### eCommerce Business Risks While eCommerce offers numerous advantages, there are risks. However, knowing the challenges will enable you to navigate them effectively. In addition to attracting consumers, building loyalty, meeting customer expectations and finding the best technology partners, three of the biggest hurdles to keep in mind are: Security: Customers must feel confident that their personal and financial information is safe when purchasing online. Establishing secure payment gateways, having SSL certificates, and implementing other security measures protect data and establish your credibility and trustworthiness with consumers. Competition: Estimates suggest there are more than 26 million eCommerce sites. Increasing competition means businesses need to differentiate themselves by offering exceptional products at competitive prices and prioritizing customer service to drive repeat business. Logistics: Online brands must perfect their shipping and return processes to ensure customer satisfaction. Free shipping is often a tipping point – 76% of consumers rate it as most important, 78% will spend more to get it, and 48% will abandon carts due to shipping costs. Return policies are as important – 75% of customers expect free returns, and 55% prefer to purchase from sites that offer free returns. ### eCommerce Marketing Risks Since you can't rely on foot traffic like traditional shops, you must depend on advertising to bring digital traffic. When it comes to launching ads and ensuring ad spend delivers a positive return on investment (ROI), marketers should consider of the following eCommerce risks: Ad Fraud: Ad fraud occurs when malicious actors use fraudulent methods to generate clicks or impressions on ads, depleting budgets and skewing performance metrics. Brand Safety: A brand's reputation can be damaged if its campaigns are displayed next to inappropriate or offensive content. Advertisers must ensure their ads appear on reputable and contextually relevant websites to avoid negative associations. Ads.txt: The Authorized Digital Sellers (ads.txt) is a text file that allows publishers to declare who is authorized to sell their inventory and helps reduce ad fraud. By proactively addressing these eCommerce risks, businesses can safeguard their advertising investments and ensure a more secure and profitable online presence. ## How to Write an E-commerce Marketing Plan ### Research Your Market Before you can outline a marketing plan for your business, you need to research what’s happening in your market — this means both your industry, your local market, and your competitors. Look at which businesses are similar to yours, with a comparable product range, and assess where you could possibly fill a gap in the market. Keep up on wider trends in your industry to prepare for anything that may be coming down the pipeline. ### Define Your Unique Value Proposition (UVP) Your UVP is essential to know, as this is what sets you apart from other similar businesses. Make sure you have a clear understanding of where your business fits into your industry, what makes you unique, and why customers should choose you over a competitor. This distinction should be the foundation of all your marketing messaging, whether it’s your price, your quality, or your service. ### Outline Marketing Channels and Promotion Strategy Once you’ve developed the base of your business planning, you can move onto the marketing-specific pieces of your strategy. This is essential for building strong marketing messaging and determining which channels you should choose to promote your business. When you’ve decided which channels will work best for your time, budget, and audience, you’ll want to create a content and promotion calendar that outlines when you need to have marketing assets completed and when to post on your social channels. This will help your whole team stay on track with marketing consistently. ### Set Your Measurable KPIs As part of your marketing strategy, you’ll also want to decide which key performance indicators (KPIs) you want to track to measure success. Conversion rate, customer acquisition costs, and return on ad spend are all important details to know so that you can determine whether or not your marketing efforts are working and if not, what you need to change in your strategy. ## eCommerce Digital Marketing Channels To thrive in the digital landscape, eCommerce business owners must use diverse advertising models and formats. Here's a look at the most popular online models and how you can use each one effectively: ### Display Advertising Display advertising involves placing text or image banners or pop ups on websites, apps and blogs. These ads do not show in search results. Display ads can enhance brand visibility and reach a broad audience via display networks. However, they tend to have high CPMs and low CTRs, so it's best to start with a small display budget and test the results. ### Search Engine Marketing & Optimization (SEM & SEO) These are two different but complementary ways to improve your site's visibility in search engine results pages (SERPs). SEM involves using paid advertising to place ads at the top of SERPs. SEO involves improving your website's structure and content to make it more likely to rank organically for relevant keywords. You can use SEM to appear prominently in search results, especially for high-intent keywords related to your products. Investing in SEO ensures long-term visibility and reduces reliance on paid advertising. ### Email Marketing As one of the oldest forms of online marketing, email remains an important channel for many e-commerce businesses promoting their products. Emails such as abandoned cart follow-ups and promotional discounts, along with lead nurturing efforts, can all have a significant impact on increasing sales throughout the year. ### Content Marketing Adding content to your business’ site is an important way to increase your brand’s appearance in search engine results pages and give users key information about the products you’re selling. Blog posts aren’t the only method to do this, though: For e-commerce companies, descriptive on-page content for products can make the difference between someone choosing to make a purchase or closing their browser. Working with influencers to create content for your site or an external site is also a form of content marketing that can benefit e-commerce businesses, leveraging an existing audience to increase sales. ### Social Media Advertising Social media advertising entails promoting products or services on social platforms like Facebook or TikTok. The ads show in user feeds in the form of images, videos, and carousels. You can create highly targeted campaigns based on your audience demographics and interests. Use these to reach new customers, build brand awareness and engagement, and target people who have engaged with your brand in the past, driving them to your site through the ad. ### Native Advertising Native advertising is paid advertising in which the ad matches the style and format of the platform where it appears, such as in promoted search results, on publisher sites and on social media. Since they blend in, they are less disruptive than other ad formats and feel more authentic. Native ads are effective throughout the eCommerce advertising funnel, earning 53% more views than banner ads and increasing purchase intent by 18%. By aligning the ad content with platform users' interests or the context of a publisher's page, they reach relevant users at exactly the right moment. This approach fosters engagement and trust, leading to higher conversion rates. ### Pay Per Click (PPC) PPC advertising charges brands only when a user clicks on their ad. It's commonly associated with search engine advertising but can also apply to display and social media ads. These can be very cost-effective since you only pay for clicks, not impressions. You'll need extensive keyword research and ad targeting to reach the right consumers and maximize your budget. ### Remarketing Remarketing (or retargeting ads) involves showing ads to users who previously visited your website or interacted with a brand but didn't purchase. These are best used to re engage potential customers. By showing users tailored ads across various platforms, you can remind them about your products and encourage them to complete a purchase. ### Video Ads Video ads use short clips instead of static images, making content more compelling and engaging. Video ads are a great way to tell a visual story and showcase products in action. With the rise of video consumption, particularly on mobile devices, video ads can effectively capture attention and drive conversions effectively. ### Mobile Advertising Mobile advertising targets users on smartphones and tablets through mobile apps or mobile-optimized websites. By 2026, 87% of all retail transactions will happen on mobile devices. You can create mobile-responsive ads, leverage location-based targeting, and reach customers where they spend a significant portion of their online time. ## How to Create Your E-commerce Marketing Strategy ### Define Your Goals The first place you’ll want to start with your strategy is outlining your overall goals. For most e-commerce businesses, this strategy will likely involve both increasing sales and improving customer retention, while also bringing in new customers. Define who your target audiences are and find out where they spend their time online and offline. This information will help you determine which marketing channels will suit your audience. ### Optimize Your Website for Both User Experience and Sales A website should never be optimized solely to appear in search results. While ranking on Google is important, it’s vital that you always think of users first. Ensure that product pages are clearly laid out and designed in a way that makes them easy to navigate and for users to complete a purchase. Then from there, you can add additional optimization that helps your business to appear in search results for relevant products. ### Choose the Right Marketing Channels for You Even if your business has a large marketing team, not every marketing channel will be an optimal one for your business. Review your budget and decide on what mix of marketing tactics you want to deploy, based on the type of audience you want to target and on what platforms they consume content. A mix of strategies like social media and email marketing, along with offline local marketing, is often a good place to start. ### Track and Analyze Marketing Results Use analytical tools like Google Analytics and Search Console to track online performance. These tools are important for understanding how people are using your site and where you can make improvements. Track metrics like conversion rate, email open rate, engagement rate, and wider business metrics like cost-per-conversion and customer retention or churn rates. ### Omnichannel Advertising Running ads across a range of platforms or channels is called omnichannel advertising. Since most consumers visit multiple sites daily, omnichannel advertising lets you connect with shoppers no matter where they are. With more touchpoints, you can reinforce brand awareness, improve conversions, and build better shopper profiles for enhanced personalization. By diversifying your media mix, you can avoid becoming overly dependent on one or two channels while leveraging the strengths of each and allowing them to work together cohesively, resulting in improved ROI. ### Personalization You can increase brand awareness, conversion rates, and customer satisfaction by learning about your customers and targeting them with relevant content. Personalization can be done by collecting data about customers' interests, demographics, and browsing habits and then using that data to target ads and content relevant to each customer. ### Retargeting Retargeting is highly effective and cost-efficient because it re-engages potential customers who have already shown interest in your product or brand. This strategy leverages familiarity and reinforces brand awareness, often resulting in higher conversion rates and improved ROI by focusing campaigns on those most likely to convert. ## eCommerce Metrics to Track Performance There are several metrics that eCommerce businesses should track to measure their success, including: ### Website Traffic The number of people who visit your website. ### Bounce Rate The percentage of people who leave your website after viewing only one page (see what publishers can do to reduce mobile bounce rate). ### Conversion Rate (CVR) This measures the percentage of website visitors who make a purchase. ### Average Order Value (AOV) This measures the average amount of money customers spend on each order. ### Customer Lifetime Value (CLV) This measures the total amount of money a customer spends with your business over their lifetime. ### Yield Optimization This is the process of maximizing revenue generated from ad impressions. ### Cost Per Mille (CPM) This represents the average cost of one thousand ad impressions, indicating how efficient campaigns are. ## What Is an E-commerce Platform? An e-commerce platform is a type of software that allows businesses to create and manage their own online stores. This includes functional features such as product listing capabilities, along with checkout and payment processing. Order management, inventory management, and fulfillment details may also be included in these platforms, or you can connect to other tools that offer these services. While some e-commerce platforms enable businesses to create and manage their own online stores, others specialize in performance marketing, offering AI-powered features designed to help e-commerce advertisers reach their marketing goals and maximize ROI. ## Examples of eCommerce Advertising Now, let's look at a few case studies that illustrate successful eCommerce advertising strategies. These real-life examples provide insights into how eCommerce businesses have navigated challenges, tapped into the power of programmatic advertising, and achieved impressive results with Taboola performance advertising. ### Bombfell: Mobile Advertising Bombfell, a personal styling subscription service for men, had trouble scaling with social programmatic, search and other paid channels. The brand used Taboola's native advertising platform to increase traffic and landing page conversions. Leveraging hundreds of real-time signals, mobile ads were the most successful way to engage its user base, with those campaigns generating a 960% increase in conversions and a 48% increase in traffic. ### Flintobox: Content Discovery Flintobox produces STEAM-based educational activity boxes for children, sold via a monthly subscription service. The brand's early marketing efforts were ineffective because the selling model was new, and campaigns weren't reaching parents at the right moment. Flintobox used Taboola's content discovery platform to attract highly engaged audiences to informative blog content, eBooks, and customized landing pages, resulting in a 15% increase in subscriptions at a 20% lower CPA than any other channel. ### Sirloin: Video Advertising Sirloin, a Korean eCommerce startup that sells high-quality meat products, wanted to acquire new customers and drive repeat purchases from existing ones. It knew high-quality video creatives would help, but few ad platforms could help them distribute the video campaigns. Using Taboola's audience segments, Sirloin was able to reach engaged audiences with its video creatives. The campaigns had an 82% viewability rate and 45% completion rate. Additional performance campaigns achieved a 2,200% increase in ROAS at a lower CPC than expected. ## Recap and Future Trends In this guide, we've explored the fundamentals of eCommerce, the advantages, risks, and the mechanics of eCommerce advertising. We've also covered different advertising models, platforms, and practical strategies you can rely on. You can explore more eCommerce best practices for your holiday campaigns here. To enhance your eCommerce expertise, consider attending webinars, listening to podcasts, and reading industry news to stay updated on the latest eCommerce trends. You'll also find plenty of industry-specific insights and platform tutorials in Taboola's Resource Center, which will help you level up your eCommerce advertising game. In the future, expect to see eCommerce continue to evolve, with trends like augmented reality shopping experiences, voice commerce, AI and sustainability playing significant roles. Remember, the key is to stay agile, adapt to changes, and keep refining your strategies to thrive in the exciting world of eCommerce. --- ### AI on the Rise: Key Takeaways from the Zeta Live Panel on Content, Streaming, and Advertising URL: https://www.taboola.com/marketing-hub/the-impact-of-ai-on-digital-content/ Last Modified: 2025-05-05 11:12:21 AI continues to take the world by storm — most recently seen with the wave of generative AI. How are business leaders reacting? On Thursday, September 29th, Adam Singolda spoke at Zeta Live on a panel led by Steven Stein (President at Disqus, Zeta), between Jon Steinlauf (Chief U.S. Ad Sales Officer at Warner Bros. Discovery), Ajinkya Joglekar (SVP of Marketing at Sling), and David McNaughton (SVP of Marketing & Sales at Mediacom), which covered the role of AI in content and streaming, various challenges faced, and ethical considerations surrounding AI. ## The Evolution of AI The discussion began around the emergence of AI and whether the panelists saw the rapid growth coming ahead of time. Joglekar noted that overall, while generative AI was anticipated, the speed at which it permeated boardrooms, executive discussions, and everyday conversation was surprising. Singolda explained the differences between the types of AI: machine learning (ML), deep learning (DL), and generative AI. He spoke to the role that deep learning plays in applications like search and social media matching. While Singolda has some skepticism towards the widespread adoption of generative AI, he acknowledged how the technology is bringing valuable tools to everyday people and that we shouldn’t be worried about it taking away jobs. ## The Role of AI in Personalization Joglekar explained how AI plays a crucial role in personalizing content and advertising — he discussed how Sling leverages AI and machine learning to understand customer preferences, enabling dynamic creative and better curation. McNaughton emphasized the importance of customizable content that doesn’t make consumers pay for things they don’t want to watch. He said that video needs some improvement in order to get better at this. Singolda spoke about how he’s using AI to personalize the open web experience for users. He discussed how Taboola’s goal is to make the open web content experience similar to social media, aiming to promote quality journalism and meaningful content consumption. Steinlauf, Joglekar, and McNaughton emphasized the importance of addressable advertising and how it enables one-to-one targeting. Singolda stated that while notifications can be overwhelming, people appreciate relevant ones and would even pay for them. ## Challenges in Technology: Data and Ethical Concerns McNaughton highlighted the importance of data in delivering personalized content but expressed concerns about data privacy and the challenge of gathering data in a changing regulatory landscape. Joglekar spoke about the challenge Sling faces: how to promote discovery. He explained how the company relies on data and digital display to target individual customers effectively — giving viewers access to the content they originally wanted, while sharing other relevant suggestions. Singolda emphasized the need for all companies with large distribution to consumers to fight misinformation when using AI and technology. He said that AI can be flawed if it’s trained on the wrong datasets. For example, if you’d ask generative AI to create 100 images of CMOs today, they’d all end up being white male — “garbage in, garbage out.” ## Hope for the Future Despite challenges and concerns, the panelists expressed overall optimism about the role of technology, including AI, in their respective industries. Singolda said he’s optimistic about the future. With generative AI stealing website traffic, it’s critical for publishers to emphasize personalization, which allows them to compete with places like TikTok. However, in order to do this, publishers need compensation and attribution if they're playing a role in training the search engines' AI tools. McNaughton indicated that he’s hopeful about the acceleration of video and improvements to come. Joglekar was particularly optimistic about how generative AI can be used as a tool to help us work better. Steinlauf concluded the panel by saying the best combinations of humans and data will always win. --- ### Proven Strategies for Boosting Your eCommerce ROI URL: https://www.taboola.com/marketing-hub/boost-ecommerce-roi/ Last Modified: 2025-04-20 07:47:31 No matter the nature of your business or brand, it's a safe bet that you want to know the digital marketing investments you make are worth the cost of the campaign. There isn't a marketer out there who wouldn't like to stretch their ad dollars a little further, and really make the most of their digital marketing budget on behalf of their brand. Return on investment, or ROI, is as important to your business as the ads you create and place online. That's because knowing how they're performing gives you the critical information you need to make smart choices about future investments and campaigns. With strategies for boosting search engine ROI and improving the customer experience, and tips on the best metrics for measuring your brand's success, consider this your all-encompassing guide to eCommerce ROI. Identifying the digital marketing channels best equipped to improve your ROI, and learning how to optimize them for even greater success, can set your brand up for ongoing marketing performance online. Here's how. ## Understanding eCommerce ROI At its core, ROI is pretty simple: it's a way to determine how much your investment has earned...or how much it cost you if you took a loss. When the investment involves content marketing, ROI is the percentage you get when you compare the cost of creating and distributing content with the business revenue resulting from that ad spend. Take a look at the ROI formula below. If you've ever heard someone say "we're ROI positive" or "we're ROI negative," that means just what you think it does: if you're ROI positive, more money came in than went out. If ROI negative, the opposite happened, and you didn't see a return on your spend. Let's look at an eCommerce example. Say you spent $200 on digital advertising, and you generated $400 in new revenue as a result of those ads. In this case, your ROI is 100%. Another way of looking at it is that you made $2 in revenue from each dollar you spend on the campaign. You're ROI positive, because your ad investment led to more revenue than what you spent on your ads. There are a number of ROI metrics to take into consideration when you're determining your results. These include: - Number of leads - Percentage of customers who buy a product - Average price of a sale (minus discounts) - Cost of ad production and any other billable hours - Cost of ad spend Other investments, from the cost of marketing tools to your employees' salaries, can also come into play. It's only by analyzing every aspect of your campaign that you can come up with an accurate idea of just how valuable your investment was for your brand. While it would be nice if the equation was that cut and dry, there are still other ROI factors to consider when you're calculating your results. ROI is specific to individual channels, meaning that a great ROI on a display ad campaign might seem lackluster when associated with an email campaign. For this reason, it's wise to keep track of your results and perform A/B testing (more on that below) to get the most precise information on which investments make sense for your brand. Next steps: Take a deep dive into the content marketing ROI metrics that matter most. Watch this video to master the basics and make your brand stand out. ## Conversion Rate Optimization for eCommerce Websites Here's another acronym for your repertoire: CRO. Short for conversion rate optimization, CRO is best defined as the process of increasing website visitors who perform a desired action. Of course, that process couldn't exist without the conversions themselves. In eCommerce, a conversion can be anything from making a purchase to opting into an email list, initiating a download, or sharing a piece of content with another shopper. It's up to brands to determine which conversions are most important to them based on their short- and long-term business goals. CRO is especially important for eCommerce sites for a number of reasons, all of which ultimately relate to revenue. These include: - Increased sales. Regardless of the conversion, your campaign objective, and the conversions you're hoping to boost, increasing your website conversion rate will help you generate more high-quality leads, which ultimately leads to more buyers. - Increased high-quality leads. Those high-quality leads are likely to be genuinely interested in your products—which means they're also likely to enjoy them, become loyal customers, and spread the word. - Increased ROI. Since CRO is about optimizing the customer journey for consumers who are already visiting your list, you'll get more bang for your marketing buck than you would with a broader approach. - Increased brand affinity. CRO helps to create a smoother, more streamlined customer experience, which can lead to a more positive perception of your brand. What does conversion rate optimization look like in action? Take a look at Tophatter, a global online marketplace offering a steady stream of live auctions. When the discovery-based shopping application needed to drive both desktop and mobile customers, they partnered with Taboola to reimagine creative and introduce data segments in an effort to attract new users. Taboola tested headline and image combinations in its native ads, expanding ad reach to additional markets and demographics. As a result, Tophatter achieved a 3.7% higher conversion rate than all other paid channels, and a 4.7% higher number of clicks to day zero purchase than all other paid channels. By optimizing and scaling the campaign, Taboola was able to help Tophatter maximize its native ad investment. (Source) Next steps: Read more about conversion rate optimization and its value for eCommerce websites. ## Product and Pricing Strategies There are other issues to consider when you're looking to boost your eCommerce ROI, and these include product and pricing strategies. Sometimes, ROI is negatively impacted by pricing that isn't in line with the competition. If that's the case, the investments you make in advertising can only do so much. Once a potential buyer reaches your site, they may abandon their purchasing plans because they're unwilling to pay a high price. So how do you know how to price your products right? How can you make sure you remain competitive without losing money on sales? Here are a few tips. - Do your homework. Conduct market research to determine what your competitors are charging for similar products, what discounts and specials they offer, and where your own pricing falls in comparison. This approach is known as competitor-based pricing. - Know your worth. Another approach is to price your products based simply on what you believe your customers will pay. This is a common approach when offering products with high selling potential, like luxury and prestige brands that have cachet (think Louis Vuitton or Chanel). Other companies charge more because consumers value the brand's commitment to sustainability, or connect with its overall mission (think Patagonia, known for supporting the environment and social causes). This is known as value-based pricing. - Offer a deal. If your goal is to move a lot of goods, bundle pricing—offering discounts for multiple purchases, like buy-one-get-one deals—can be very useful. - Be adaptable. Some brands make a point of changing their pricing as they go. Starting high and then lowering prices once competitors emerge (called price skimming) is one approach that's popular in the tech space. If you're new to the marketplace, you might try the opposite: come in with low pricing to attract customers, then raise your prices later on. Whatever your approach, knowing both your objectives and your customers' shopping habits is crucial to making the right choice. ## Search Engine Optimization for eCommerce Search engine optimization (SEO) has become one of the pillars on which a solid eCommerce strategy is built. It's the process of boosting your search engine rankings, so that your site appears to users when they search for keywords and phrases related to your products and brand. Research shows that more than 90% of people never click beyond the first page of Google search results. If you really want to increase awareness of your brand and drive qualified traffic to your site, you need to make sure your business shows up on that first page—and as prominently as possible. It's important that your eCommerce site is well-optimized for search. Why? Along with search engine marketing (SEM, which involves paying for sponsored posts that appear at the top of the search results page for added visibility), SEO allows you to harness search traffic and drive shoppers to your online store. With more than 89 billion visits to Google every month, having your site pop up in search results for users creates a valuable opportunity to generate sales. A great way to do that is by optimizing your website for search. By incorporating relevant keywords into your site and product-related content, you can improve your search ranking naturally. - Use Google's Keyword Planner tool. Conducting keyword research can help you determine which keywords and phrases are most relevant for your brand and popular among internet users. - Incorporate those keywords into your site content. This must be done in a way that feels natural to site visitors (avoid "keyword stuffing," which makes content sound forced and can be penalized by search engines). - Incorporate those keywords into your metadata/meta tags. This includes site title tags, product descriptions, image tags, file names, and other forms of "behind-the-scenes" content that users don't see but that search engines consider when analyzing your site's relevance to certain keywords. - Generate backlinks, the links to your eCommerce site that appear on sites elsewhere online. Every time your site is featured in an article or gift guide, or on a blog, resource page, partner/distributor site, your search rankings stand to improve, so set a goal to obtain 20 to 30 high-quality backlinks per day—and make sure to get broken links fixed whenever possible. - Publish sponsored content. By partnering with a well-respected publisher and posting branded content like an article about your business sector or topic related to your products, you can get additional backlinks while also proving to Google that your site is legitimate and worth listing. There are lots of other ways to increase traffic to your website, but taking these steps toward content optimization will help you improve your organic search results along with your ROI. By the way, the formula for calculating that is as follows: SEO ROI = (gain from investment - cost of investment) / cost of investment Next steps: Discover additional SEO strategies and best practices for your eCommerce brand. ## How does PPC increase eCommerce ROI? Another excellent way to increase eCommerce ROI is through PPC, or pay-per-click advertising. Unlike other forms of online advertising, in which marketers pay based on ad impressions, this form of paid advertising (also known as cost-per-click) is performance-based and therefore highly cost-effective. Through an auction model, you bid for ad space across advertising channels based on what you'd like to be charged for every click, and only pay when someone clicks on your ad. PPC is often combined with native advertising—ads that blend seamlessly into the site environment, and a great eCommerce advertising solution as consumers grow increasingly resistant to traditional banner ads. If you're wondering what this looks like in action, check out this campaign Taboola created for Matas, Denmark's largest beauty and personal care retailer. Matas needed to drive additional traffic to its product pages, and that required a high-performing ad channel and smart strategy for boosting conversions. To help Matas engage shoppers, we built Image Ads and animated Motion Ads, both complemented by descriptions that provided additional pre-click information and impactful call-to-action (CTA) buttons. As a result of working with Taboola, Matas generated an 124% increase in return on ad spend (ROAS), exceeding their goals and engaging a brand-new pool of customers. (Source) Next steps: Check out these paid advertising tips from paid media experts. ## Customer Experience and Retention in eCommerce Customer experience is vital to every eCommerce growth strategy—a happy consumer is more likely to make a purchase than a dissatisfied one—but it also plays a part in improving your eCommerce ROI. A little goes a long way when it comes to creating a customer journey that keeps shoppers coming back; Hubspot reports that a 5% increase in customer retention can increase company revenue by 25% to 95%. Optimizing your eCommerce customer experience is as simple as improving customer communications and refining the channels where your customers spend time interacting with your brand. These include your product pages, email newsletters, and even customer support. Here are a few easy ways to improve your customer experience. - Personalize your content. Showing your customers content that's in line with their interests and needs creates a more relevant shopping experience, and stands to generate additional sales. - Offer discounts and free shipping. What customer doesn't like a good deal? You can create a more positive perception of your brand while also boosting sales by introducing price breaks, volume discounts, and cutting down on shipping costs. - Provide a seamless checkout experience. The easier you make it for your customers to buy online without any friction, the more sales you're likely to get. - Launch a loyalty program or subscription model. If your goal is to keep customers coming back, a loyalty or subscription is a great fit. These strategies are designed to help you retain customers—and you can use native advertising to increase customer retention even further, like razor brand Cornerstone, which increased membership by 2,100% when it ran a cost-per-acquisition campaign with Taboola. ## Performance Metrics No marketer can accurately measure their ROI without first gathering relevant data. Everything from website traffic to conversions and cart abandonment rates should be considered when you're determining your return on ad spend (ROAS), customer acquisition cost (CAC), average order value (AOV), customer lifetime value (CLV), and more. eComm marketing metrics will tell you whether your online store investments are paying off, and provide the insight you need to make improvements. One of the ways to do that is by employing A/B testing. A/B testing is a helpful way to boost your ROI because it allows you to experiment with different approaches. If, for example, you're not sure what type of native ad will work best for your brand, you can run two campaigns using two different creatives, compare your results, analyze your performance metrics, and see which strategy comes out on top. Another way to measure your campaign performance is by taking advantage of tools that accurately track your results. When Barcelona-based floriculture brand Colvin wanted to drive purchases prior to Valentine's Day, it utilized Taboola Pixel, which gathers data to help brands understand more about customer actions like site visits, purchases, account creations, and video views. By incorporating Taboola Pixel into its sponsored content campaign, Colvin was able to drive 50% more purchases than their target goal at a CPA that was up to 90% lower than other channels. (Source) Next steps: Learn about landing page A/B testing and how it can improve your eCommerce KPI. ## Optimized Mix of Strategies An eCommerce sales strategy can take many forms beyond the ones we've discussed in this guide—which means there are countless other opportunities to improve ROI for your brand. Let's take a quick look at six that should be on your radar. - Social media engagement. If you have a social media presence, you have an da pop to drive those followers to your eCommerce site, creating social media engagement. Take the time to analyze that audience, and employ native ads on your social media channels that convert into site visits and sales. - Email marketing. Your email newsletter may be beautifully designed, but are you seeing a return on investment from email marketing? Optimize your eCommerce strategy by introducing email automation and using proven strategies to create more effective campaigns that can lower your acquisition costs. - Pre-landing pages. Sometimes customers need a little nudge before they're ready to perform your desired action. Pre-landing pages are intended to improve conversion rates by “warming up” cold clicks from native ads with more information about your product. By demonstrating product results on the page, sharing product reviews, or telling a compelling story about how the product was made, you can motivate those site visitors to make a purchase. - Monitoring your competitors. It's always wise to know what your competition is doing to improve their ROI. Do your due diligence by monitoring competitors, tracking their progress and success, and experimenting with similar ideas. - Artificial intelligence. More and more, brands have opportunities to use generative AI—a kind of artificial intelligence that can create different types of content and data—to improve the performance of their ad campaigns. For example, Taboola is now combining cutting-edge AI tools like ChatGPT and Stable Diffusion with our data-backed best practices, dynamic keywords, and more to generate ad variations and optimize creative for advertisers. It's an approach that can take campaigns to the next level and have a tangible impact on ROI for eCommerce brands. - Attribution models. A system for tying conversions back to specific marketing channels–like native ads–attribution models help you track your success, making it easier for you to replicate it down the line. With this guide to boosting your eCommerce ROI, you'll be ready to take advantage of every available strategy, mix and match techniques, and home in on the ones that work best for your brand. As you evolve your eCommerce strategy, be sure to set goals and evaluate your ROI along the way. And don't forget the importance of choosing a digital advertising partner that you can trust. --- ### 10 Lead Generation Strategies for eCommerce (2025 Update) URL: https://www.taboola.com/marketing-hub/how-to-create-a-full-proof-ecommerce-lead-generation-machine/ Last Modified: 2025-08-11 06:57:38 At its core, lead generation is the process of using digital marketing strategies and tactics to identify and attract the people potentially interested in your products or services. The essence of effective e-commerce lead generation is visibility, relevance, credibility, and trust. Your brand needs to convey all of these things to potential customers in order to secure those coveted sales. When it comes to e-commerce, a robust lead generation strategy is crucial. In a crowded marketplace, new sales don't come easily—and when you do manage to convert a consumer into a customer, it's important to ensure they remain loyal over time. Research shows that acquiring a new customer costs 5 to 7 times more than retaining an existing one, and loyal customers spend nearly 70% more on products than people who are new to your brand. All of this means that to stay competitive and continue to grow your e-commerce business, your leads must be consistent and qualified. The solution? Move beyond conventional methods of lead generation and adapt to new opportunities. This tried-and-true approach will allow you to stand out among your competitors. In this guide, we'll help you reimagine lead generation for better, more sustainable results. From harnessing SEO, pay-per-click, and personalization to mobile e-commerce and conversion rate optimization, we'll show you how to revamp your e-commerce lead generation strategy, better navigate the digital landscape, and capitalize on e-commerce trends. ## 10 Strategies for Effective eCommerce Lead Generation ### 1. Precision Targeting The first step toward enhancing lead generation is understanding your ideal leads, and knowing where to find them. You may have a general idea about your target customers' characteristics, behaviors, motivations, and pain points. Along with customer interviews, that information can be used to develop buyer personas. Instead of making assumptions about your target customers, you'll have quantitative research at your fingertips. With all of that data in hand, you can focus on precision targeting. That means targeting ads to different segments of consumers based on demographic and geographic information, along with their interests. You might even discover opportunities to upsell your customers, or introduce them to other inventory that might meet their needs. If you sell each customer three items instead of one, you're well on your way to skyrocketing profits. ### 2. Harnessing SEO for Prime Visibility When your goal is to increase visibility and generate more site traffic, search engine optimization (SEO) is a great place to begin. SEO can have a huge impact on lead generation. That's largely because e-commerce companies have many digital assets—think websites, online magazines, and blogs—all of which provide an opportunity for you to associate your brand with keywords and phrases related to your business. Powerful SEO impact encompasses all of that content. This three-step approach will get you started. - Conduct keyword research. Google processes about 5.6 billion searches per day and around 63,000 searches per second, so ensuring that your brand comes up when users search for terms related to your products is a must. Google has a range of online tools to help you pick the right search terms. - Incorporate your top keywords and phrases into your digital content. From articles to product descriptions, mentioning the keywords you've identified as important to your brand (and popular among search engine users) in your content is vital. Make sure to incorporate them in a way that sounds natural to readers. - Work your keywords into your metadata. Your metadata (author names on articles, dates those articles were posted, descriptions of the images you use on your site, file names, and so on) presents another opportunity to mention your top keywords and optimize search results. Together, all of these strategies can dramatically increase your chances of landing on page one when a user visits a search engine to look up those relevant search terms. In other words, when you optimize product descriptions, blog content, and metadata, you turn your e-commerce content into a lead magnet.   Learn how to combine SEO and CRO for your eCommerce website. ### 3. Mastering Pay-Per-Click (PPC) Campaigns Paid advertising empowers you to use the behaviors and characteristics you identified in your customer personas to target relevant users across platforms. Compared to PPC display ads (more on display advertising below), Taboola reports that native ads deliver better results for brands, including a CTR 8.8 times higher, a 9% increase in brand affinity, and an 18% lift for purchase intent. Before you invest in PPC, make sure you understand the difference between native and display ads, and the unique value native advertising can deliver for your brand. #### Display advertising Display advertising, or banner advertising, is the original digital advertising format. While display ads can vary in shape and size, it's clear that they're promoting something. They tend to stand out on the site page and incorporate logos and taglines, putting brands front and center. B But in today's digital ecosystem, site pages are often too cluttered with ads, which can reduce banner effectiveness. Ad blockers are increasingly common, getting in the way of campaigns, and consumer tolerance for display ads is low. Because of all that, banners can't always deliver the results brands are looking for. #### Native advertising By contrast, native ads are ads created to mirror the page content and site design of the platform on which they appear. They're so consistent with the platform behavior that the viewer feels the ad belongs there. Rather than disrupting the ad experience, they blend seamlessly with the site environment to support performance marketing and generate real results. Native ads and native video ads can run across search, social, or the open web. Best of all, they offer unparalleled engagement and can be purchased on a pay-per-click (PPC) model for cost-effective campaigns. ### 4. Social Media: Your Lead Generation Goldmine Another way to generate leads online is through social media. With 4.8 billion social media users worldwide who average 151 minutes per day on social sites, this channel is a goldmine for e-commerce lead generation, and a surefire way to reach your buyers where they spend most of their time. As a brand, you can use your social media feeds to showcase your products, brand values, content, and promotions, and collect user-generated content (UGC). Most platforms know e-commerce companies rely on them, so leverage social media's vast potential and capitalize on integrated shopping features, like shoppable posts on Instagram and shoppable pins on Pinterest. With posts like those, you can boost your chances of making a sale by encouraging clicks to the shoppable posts and showing users additional products they may be interested in buying—all without requiring them to leave the social site. ### 5. Email Marketing: The ROI-Driven Lead Magnet According to Campaign Monitor, email marketing is a relatively inexpensive e-commerce lead-generation technique that can deliver an ROI (return on investment) of up to 4400%, or $44 for every $1 spent on a campaign. Since it's so affordable, the power of email marketing can be leveraged by just about everyone. At the same time, consumers have become more protective of their email addresses over the past few years, which means they may need some encouragement in order to hand them over. Entice them by crafting irresistible offers and discounts sent straight to their inboxes. You'll see leads convert to customers and sales roll in. Furthermore, by setting up automated email sequences, you can deliver personalized content to subscribers based on their behaviors and preferences, ensuring timely and relevant communication. This approach not only nurtures leads more effectively but also frees up valuable time, allowing you to focus on other critical aspects of your business. Embracing email automation can lead to higher engagement rates and, ultimately, increased sales. ### 6. Personalization: Tailoring Journeys for Impact We all know that personalization has become a big part of the digital world. Today's consumers expect online content to be tailored to their interests and needs, and doing so can have a big impact on your e-commerce revenue. By customizing your content in this way, you can attract users who are already on the path to purchase, and turn those leads into loyal customers. An eMarketer survey revealed that 50% of people prefer personalization in the form of products related to their interests, so make sure your site triggers that functionality. After a purchase, follow up with an email highlighting additional related products or a discount on items in the same category. Post-purchase follow-ups like these can turn upselling opportunities into additional sales. Personalized ad creatives are crucial for digital marketing success as they enhance relevance at every stage of the customer journey, from initial awareness to post-purchase loyalty, ultimately driving better campaign performance and stronger customer relationships by delivering tailored messages and visuals. ### 7. Conversion Rate Optimization (CRO): Sealing the Deal Despite your best efforts to make your e-commerce site engaging, there will always be customers who initiate a purchase and don't follow through. Such drop-offs are missed opportunities to convert those site visits into sales. Conversion rate optimization starts with analyzing customer drop-offs and determining what could be getting in the way of a transaction. Do your site pages load quickly? Are your images high-quality? Are your buttons visible and easy to click? Ask yourself these questions, and implement iterative CRO techniques like giving product reviews, pride of place and inviting consumers to "keep shopping" after they've added an item to their cart. These kinds of strategies can help you seal the deal. ### 8. Retargeting with Cookies: Nurturing Second Chances As we move toward a cookieless world, where third-party cookies (those created by domains other than the one you're visiting) are blocked for good, retargeting is more important than ever. Cookies collect and store information from a visitor's session, including the items they clicked on or added to their cart, even if they didn't check out. That means brands can use cookie data to retarget past visitors, and show them personalized ads featuring the products they viewed to create more effective campaigns. The remarkable retargeting impact that comes from this approach can generate ultra-qualified leads, because the users you're targeting have already made a purchase or taken steps toward buying. You can launch remarketing campaigns on social media channels or other sites using Google AdWords. ### 9. Discounts and Deals: The Conversion Catalysts One of the fastest ways to convert leads into paying customers is by tempting consumers with a discount or deal. The incentive to buy doesn't need to be enormous; it can be as simple as 15% off or free shipping on their first purchase. That said, you can really capture a consumer's attention by crafting a unique discount based on your products and pricing and your specific goals. For example, you can drive up average order value (AOV) with an offer like "Get $15 off a purchase of $75 or more," or create a "spin the wheel for discounts" feature that makes saving even more fun. These strategies keep shoppers coming back to get even more savings, becoming an effective catalyst for conversion. ### 10. Mobile Optimization: Catering to the Mobile-First Audience Statista projects that by 2025, more than 10% of all US retail sales will be generated via mobile commerce. Optimizing your site for mobile users, who average 3 hours and 15 minutes on their phone each day, not only generates more leads but can improve the overall e-commerce and brand experience by providing customers with more channels through which to make their purchase. To seize the mobile e-commerce revolution, test your site on devices of all sizes to ensure it's both functional and aesthetically pleasing. Check that your buttons, menus, search bars, and forms are easy to use, that your content is right-sized, and that scrolling is a cinch. ## Elevating Your E-commerce Lead Generation Efforts Why is it so important to refine your e-commerce lead generation strategy? It's all about unlocking your brand's potential online. By coupling a deep understanding of your target audience with cutting-edge techniques like shoppable social media posts, retargeting, and personalized content, you can transform your approach to lead generation and future-proof your business, charting a path to ongoing success. Whether you're new to e-commerce optimization or this is all old hat, look for ways to optimize your approach and make the most of the tools and technology available to you. With the help of the e-commerce sales strategies in this guide you can position yourself for success in the bustling and evolving digital landscape, and maximize revenue for years to come. --- ### Barbie Marketing: Why the Movie is a Perfect Example of Content Marketing URL: https://www.taboola.com/marketing-hub/barbie-marketing/ Last Modified: 2025-01-14 14:35:45 The Barbie movie has taken the world by storm, crushed it at the box office and solidified its place in popular culture – at least for a moment. But hidden within the dazzling visuals, heartwarming nostalgia and feminist message lies a sophisticated (and big-budget) example of content marketing, and one that looks set to pay off this Christmas. Content marketing is a type of marketing messaging that, first and foremost, provides value to audiences – beyond simply promoting a product or service. This can take the form of education, inspiration, entertainment, or a combination of all of these. It can be as simple as an advertorial article placed amongst editorial content on a publisher's site, or, in the case of Barbie – as grand as a feature-length film with a $147 million production spend and a marketing budget to match. ## What can we learn from the Barbie marketing campaign? While most brands may not have a multi-million dollar marketing budget burning a hole in their pockets, the Barbie movie is a valuable case study in content marketing that any marketer can learn from, no matter what your budget. View this post on Instagram A post shared by BARBIE (@barbiethemovie) ## 1. Invest in storytelling At the core of the Barbie movie's triumph is a compelling narrative that resonates with the brand's target audience. In the case of Barbie, as with any toy, there are actually two key audiences to balance – children and their parents. The Barbie movie had to be age appropriate and appealing for the pre-teen girls that their products are aimed at, but it also had to convince their mothers that Barbie is still relevant and sending the right message to their children, an idea that has been called into question over the past few years. To achieve this, the movie strikes a balance between nostalgia and modernity, appealing to mothers' memories of their own Barbies, while introducing a progressive and empowering storyline that feels more appropriate for 2023. Barbie's storytelling success underscores the importance of understanding your target audience and crafting a brand narrative that appeals to them. This narrative should form the core of any strong content marketing campaign. ## 2. It's all in the headline A successful content marketing campaign hinges on being able to draw the audience in for long enough to hear what you have to say. The Barbie movie showcases the power of a well-crafted headline to create anticipation without revealing too much, encouraging engagement with the content. The simple tagline, "She's everything. He's just Ken," reveals the stance that the movie takes (and challenges expectations about Barbie), while piquing curiosity about the full contents of the movie. This example highlights the importance of setting the tone through a captivating headline that leaves audiences eager to learn more. Combined with attention-grabbing visuals, this can be leveraged across channels like Taboola to drive your audience to your content. View this post on Instagram A post shared by BARBIE (@barbiethemovie) ## 3. Use eye-catching visuals The most immediately striking aspect of the Barbie movie is its instantly recognizable visual identity. The meticulously designed Barbieland, complete with fake sky, apparently used so much pink paint that it contributed to a worldwide shortage of the stuff. Faithful recreations of famous Barbies' outfits were deployed for Margot Robbie's premiere outfits for a steady cadence of PR buzz, and ads for the movie were immediately recognizable thanks to their exaggerated technicolor imagery that popped out against any background. All this contributed to immediately capture attention and establish a strong visual identity for the Barbie brand. Brands should make sure they have a consistent and distinctive visual identity that is applied across all its activities, making all the brand's touchpoints instantly recognizable. This visual identity should incorporate bright colors and visual elements that stand out to grab attention and pique the interest of your audience. View this post on Instagram A post shared by Barbie® (@barbiestyle) ## 4. Diversify your media spend The Barbie movie was everywhere, all at once. Between outdoor campaigns, over a hundred brand partnerships and an extensive press tour, the summer of 2023 effectively became the Summer of Barbie. Admittedly, the Barbie marketing had more resources to play with than your average marketer, but by spreading this around a wide variety of different media, they were able to maximize the campaign's impact. They were able to achieve greater reach, tapping into the audiences of partner brands, and making sure that ads were present in a variety of online and offline environments. At the same time, consumers saw Barbie multiple times throughout their day, keeping it top of mind and building anticipation for the movie. Often, marketers double down on one channel that appears to be working well for them, at the expense of experimentation, missing out on opportunities for greater reach and impact. The Barbie movie demonstrates just how effective a cohesive marketing campaign holistically planned and distributed across a variety of formats can be. ## 5. Make it shareable The viral success of the Barbie movie was partly fueled by the incorporation of shareable elements throughout both the movie, and the accompanying marketing campaign. The public was invited to star in a Barbie poster, take photos inside a Barbie box at cinemas, and wear pink to watch the movie – all activities that got the audience involved and encouraged them to share online, complementing the advertising efforts of Warner Brothers and Mattel by earning increased reach, additional touchpoints, and the all-important element of social proof. In addition, the movie itself featured plenty of meme-worthy moments. Although the movie was not a musical, the creators built in one original song, called “I'm Just Ken". The song went viral in a TikTok trend in which users showcased the men in their lives and their passions with descriptions of “My Ken". Brands can learn from Barbie by incorporating interactive elements like quizzes or virtual try-ons in their campaigns. When creating branded content, marketers should also consider whether they've included soundbites that can be removed from their context and shared with ease, increasing your content's reach. The Barbie movie showcases how a well thought-through content marketing campaign can permeate through popular culture and create a huge amount of brand value. Incorporate these lessons into your next content marketing campaign to see how much buzz your brand can create. --- ### Native Content and a Game-Changing Partnership at the 2023 Ad Age Small Agency Event URL: https://www.taboola.com/marketing-hub/ad-age-small-agency-conference/ Last Modified: 2025-07-15 08:23:55 In a digital world that's constantly evolving, few things are permanent — so when players demonstrate long-term commitment to their products, advertisers sit up and take notice. Such was the case at the 2023 Ad Age Small Agency Conference in Atlanta, Georgia, where attendees had the opportunity to hear Taboola and Yahoo discuss their unique 30-year strategic partnership in which Taboola will be the exclusive native advertising partner for all of Yahoo's digital properties. James Arthur, VP of Global Strategic Accounts at Taboola, and Alia Lamborghini, Senior VP and Head of US Sales and Strategy at Yahoo, spoke with Ad Age Studio 30 editor John Dioso about how the partnership opens new opportunities for small agencies, and the critical role it will play in the constantly evolving digital media space. At the 2023 Ad Age Small Agency Conference, John Dioso, Editor of Ad Age Studio 30 speaks with Alia Lamborghini, Senior VP and Head of US Sales and Strategy at Yahoo and James Arthur, VP of Global Strategic Accounts at Taboola for the "How the Yahoo and Taboola partnership opens up new opportunities for small agencies" fireside chat ## More trusted access, more valuable ads As we move into a cookieless world, where contextual content will have more value than ever, this critical partnership will provide advertisers with much greater access to native advertising on a global scale. It also shows both Taboola and Yahoo's dedication to delivering a massive combined native advertising offering. "I think (it) suggests a lot of trust on both sides and a lot of intention to continue to work together for a long, long time into the future and provide that for advertisers," Lamborghini said. "It brings together two real native powerhouses in terms of reach from both sides and opportunity for any performance advertiser, and branding advertiser for that matter, to get access to this inventory." Taboola has always endeavored to be more than just a monetization partner, Arthur explained. As a result, their offerings, automation, and technology empower newsrooms to curate content for homepages — not just those belonging to properties like Yahoo Finance and Yahoo Sports, but also Disney, NBCUniversal, The Weather Channel, and others. "The exciting thing about that is we end up having exclusive long-term relationships," he added. Fixed placements on the page are hard-coded, and the only access is through Taboola. "You've got native built into trusted publisher experiences, and it creates a great, efficient ecosystem for agencies to access users across the open web." - Taboola's James Arthur on the value of the Taboola-Yahoo partnership ## A "one-stop shop" for reaching consumers with contextual content In the era of walled gardens, many small agencies focus their attention on search and social sites. As Arthur noted, though, about 25% of user time on the web is actually spent outside of walled gardens. The challenge? That time is fragmented, spread out across thousands of publishers and countless ad tech players. This leads to a similarly fragmented perspective on contextual advertising. But thanks to its partnership with Yahoo and other premium publishers, Taboola has become a "one-stop shop for access to basically all of the open web from a native perspective." Why is that important to agencies and advertisers? Native content resonates with users. "You've got native built into trusted publisher experiences, and it creates a great, efficient ecosystem for agencies to access users across the open web," Arthur said. Yahoo thinks of itself as a "community garden," Lamborghini said, since it can track people within the confines of appropriate tracking mechanisms while also working with Taboola to provide access. In the future, she notes, 25% of impressions will be addressable, which means, "There needs to be a massive contextual play in order to be able to continue to target the way that we've all grown up targeting." "I think (it) suggests a lot of trust on both sides and a lot of intention to continue to work together for a long, long time into the future and provide that for advertisers." Yahoo's Alia Lamborghini (pictured above, center) on Taboola and Yahoo's strategic partnership ## Maintaining control in an evolving ecosystem While, as Lamborghini pointed out, we're currently in an "existential crisis moment in digital advertising," digital media has long been in a state of flux. Privacy, identity, and use cases for AI are all huge challenges, but the industry now has access to "amazing data and insights" into the content people are consuming on the open web. "I think our focus is on what we can control, where we have assets, where we bring value in the overall ecosystem," Lamborghini said. The enterprise integration of Yahoo properties into the Taboola network is a significant task, but it's already underway, with testing occurring in international markets and a phased roll-out beginning in the US this fall. Interested in learning more about Taboola's partnership with Yahoo and how it stands to benefit your advertising clients? Contact us today. --- ### Holiday Advertising Best Practices: Essential Tips for Effective Ecommerce Campaigns URL: https://www.taboola.com/marketing-hub/holiday-advertising-best-practices/ Last Modified: 2025-04-22 08:55:14 Advertisers, it's time to gear up and get ready for the winter holidays - your golden opportunity to seize the hearts and wallets of consumers. Every campaign element must be thoughtfully and meticulously selected to engage and convert audiences while keeping your ROI high. Since Rudolph is busy, The Taboola Creative Shop is here to light the way and guide you to success with the Q4 2023 Holiday Creative Playbook. The team analyzed the highest-converting Q4 Taboola campaigns from 2019 to 2022 with either “online purchases" or “leads" KPIs. From this analysis, they unwrapped data-backed insights you can use to create click-worthy headlines that resonate with consumers and images that can't be ignored. Come hop on our sleigh, and let's dash through some of their best industry-specific creative tips (but download the full playbook for more creative insights, predictions and a strategy-packed holiday funnel that will take you through Q5). ## Jingle Your Way to Clicks with These Creative Ad Best Practices Every vertical is unique, so let's look at some of the most important trends for the highest-performing ones. Beauty: Give your campaigns a holiday glow-up with a show-and-tell approach. Use your titles to emphasize expert opinions and grand claims, explain how products solve beauty concerns, and infuse a sense of availability urgency. Help people visualize themselves using the product with close-up images of someone applying it or showing the results with before and after comparison pics. Technology: Electrify your performance campaigns and spark excitement by crafting titles that call out the device name, point out innovative features or mention hacks and secrets that help people understand how the product will improve their day-to-day experiences. Keep audiences' attention on the product with close-up colorful product images on clean backgrounds or show it cradled in someone's hands. Fashion & Style: Dress up creative titles using quotation marks and amp up the cool factor by name-dropping people who use it or spotlight who would love the item, like a dad, girlfriend or grandma. Showcase the product on a simple background or styled on someone but crop the photo at the model's knees. Healthy Living: While many consumers indulge in holidays, in the back of their minds, they're thinking about how to prepare for a healthy year ahead. Leverage those thoughts using titles focusing on how the product benefits their health by addressing specific issues or concerns. Help people see the potential results with images that show the product in use or how the technology works. Travel: While Santa's sleigh circles the globe, consumers focus more on planning specific travel experiences. Boost campaign performance with titles that promote urgent sales for winter deals and dreamy summer getaways. Use corresponding images that show destinations decked out with holiday decor or sunny beaches and resorts. Home & Garden: While everyone loves to be 'home for the holidays,' hosts are often under stress to create the perfect environment for guests. Use your campaign titles to reveal how-to hacks and tips and explain how products easily solve problems. Go for close-up images that show items in use or hands demonstrating how the product works. Automotive: Big ticket items need big, bold campaigns so drive consumers to action with catchy ads they can't zoom past. With titles, be direct about promotions, trade-in offers and innovative vehicle features. Balance that with monochromatic visuals in which the car color matches the background color or spark a gift idea with a holiday-themed environment. Food & Beverages: No holiday season is complete without some culinary comforts, festive flavors, and yuletide yumminess. Advertisers in this tasty category should create campaign titles that call out name brands, celebrity ambassadors, health benefits, and cost-saving deals. Nothing makes mouths water (or consumers click) more than close-up pictures of delicious ingredients being cooked to perfection or colorful ready-to-enjoy foods and drinks. These are just some of the tips you should follow for campaign creatives. Download the playbook to discover even more insights about these verticals, plus creative strategies for advertisers in the financial category. ## Navigating the Holiday Marketing Maze The holidays are a crazy but exciting time, but we're here to help you through it. Check out two other holiday-specific articles to get a general idea of what lies ahead: Holiday Creative Trends and Predictions for 2023 and The Holiday Advertising Funnel: Reaching Your Audience with Seasonal Magic. However, advertisers, if you're ready to conquer the holiday season with strategies as fresh as fallen snow, download Taboola's Q4 2023 Holiday Creative Playbook – it will be your North Star! --- ### Vertical-Specific Holiday Creative Ad Strategies URL: https://www.taboola.com/marketing-hub/holiday-advertising-strategies/ Last Modified: 2025-02-12 11:01:29 The holiday season is a time of magic and mayhem, joy and consumerism. It's also a make-it-or-break-it time of year for businesses, filled with opportunities and challenges. Shoppers are ready to spend, but brands need to find ways to capture their hearts and wallets. This brings added pressure on advertising teams to make every campaign sparkle, every ad dollar work harder, and every click end in a sale. Santa has Rudolph's red nose to guide him through the most important time of the year. Thanks to the experts in The Taboola Creative Shop, advertisers have something better: the 2024 Q4 Holiday Creative Playbook, which is full of data-backed insights that illuminate the consumer mindset! Instead of guessing and stressing, follow their vertical-specific creative advice, and you'll transform your holiday ad campaigns, boosting engagement and hitting those KPIs like never before. ## Merry Marketing: Vertical-Specific Creative Tips ### Beauty: A Natural Glow Title Trends: Beauty consumers are increasingly drawn to eco-friendly materials and sustainable practices. Highlight natural ingredients, recycling old products and special discounts to catch their eye. Image Trends: Feature closeups of a person applying the product, hands holding the product, or its effectiveness with before-and-after transformation pictures. ### Technology: Innovation at Your Fingertips Title Trends: Tech products enhance daily life. Highlight practical uses, share hacks, and secrets, or emphasize new and state-of-the-art features. Include discounts and promotions to entice shoppers. Image Trends: Use closeups of the product or hands holding the device to create a sense of intimacy and authenticity. Featuring real people using the product adds a convincing touch of relatability. ### Fashion, Style & Shopping: Trends and Endorsements Title Trends: Headlines should focus on product personalization features, brand sustainability, and who endorses it — whether it's a celebrity or teen-approved. Point out who the product is perfect for and its 'cool factor.' Image Trends: Showcase the product on a clean, simple background or from unique points of view to make it stand out. ### Healthy Living: Wellness in Reach Title Trends: Health and wellness look different for each person, so talk about personalized plans, the product's health benefits, or how it addresses specific health concerns. Image Trends: Use images displaying hands holding or using the product or featuring authentic people representing your potential audience. ### Travel: Adventure Awaits Title Trends: Headlines should point out urgent sales and booking opportunities, personalized holiday bookings (think families or singles), and planning ahead for summer. Image Trends: Use images showing people enjoying beach or resort destinations, capturing the essence of vacation milestones and creating a sense of wanderlust. ### Home & Garden: Nurturing Spaces Title Trends: Home and garden enthusiasts love practical tips, so write headlines that reveal useful hacks, use numbered lists for trends and gifts, and communicate promos and discounts clearly. Image Trends: Show closeups of products in appropriate indoor or outdoor settings or hands demonstrating the product to create a sense of practicality and usefulness. ### Automotive: Drive into Delight Title Trends: Eco-friendly features are a big draw nowadays, so emphasize them. Be direct about promotional offers, trading or selling opportunities, or new 2025 models. Image Trends: Use eye-catching colors or show cars charging, driving on open roads, or in holiday or winter environments to create a sense of excitement and adventure. ### Finance: Wealth Wisdom Title Trends: For finance-related ads, leading with value and expertise is crucial. Craft headlines that feature expert predictions, name assets or institutions, or call out audiences by life events. Image Trends: Select visuals that show types of assets or currency, people using devices to organize their finances, or headshots of experts to create a sense of trust and reliability. ## Unwrap Holiday Success Download the complete 2024 Q4 Holiday Creative Playbook. It's packed with insights, creative strategies based on key moments, shopper mindsets, and more. It'll make your campaigns shine brighter than a star atop the tree! Download Taboola's 2024 Q4 Holiday Creative Playbook to discover all of our holiday insights. Access more creative playbooks and best practices here. For further holiday and Q4 insights and trends, read our additional blog posts and check out: - Our Holiday Hype Reel discussing different Q4 strategies! --- ### Maximize Your Holiday Sales with Taboola's Data-Driven Strategies URL: https://www.taboola.com/marketing-hub/holiday-advertising-timeline/ Last Modified: 2025-07-24 10:10:40 Jingle bells, holiday sales, and...data analysis? You bet! For businesses, the holiday season isn't just about mistletoe and eggnog; it's a crucial period that can significantly impact annual sales. But competition is fierce, and attention spans are as short as mini candy canes. So, how can you cut through the festive noise and make sure to boost your holiday marketing ads? This is where The Taboola Creative Shop swoops in with a sleigh of data-driven strategies. Our in-house creative experts sifted through thousands of campaigns to unwrap the insights that will help you capture consumer attention and guide them to that coveted 'Click to Buy' button. They've compiled everything you need to know into the 2024 Q4 Holiday Creative Playbook, which you can use to optimize your native ad campaigns.k ## The Gift of Knowledge, The Metrics that Matter Before we prepare for the future, let's look back at last year's trends. Knowing what worked and when consumers took action will help inform your campaign planning and adjust campaign goals to align with shoppers' mindsets. Q4 2023 Trends for Lead Generation: Early October was the golden period for vCTR, just before the shopping frenzy kicked in. Interestingly, there was a post-Christmas (Q5) spike in CVR, likely due to family discussions around the dinner table and New Year's resolutions. Q4 2023 Trends for Purchases: CVR steadily climbed towards November's shopping peaks and right up to Christmas. User engagement (vCTR) was consistently higher throughout Q4, with a noticeable uptick as we approached Santa's big day. ## 'Tis the Season for Smart (Topic) Targeting: Readership Trends People gravitate towards specific content before and during the holidays. The key is to find creative ways to tie your product or promotion to these trending topics and maximize your campaign impact. Here are the top trending topics that engaged consumers during different phases of the season: October: Spooky season aside, people are interested in content about pets, cars, beauty products, PC games, and parenting tips. Cyber Five: These powerhouse shopping days ignite searches for football, smart watches, local businesses, home improvement, and food. December: As the holidays approach, consumer reading habits shift towards investing, real estate, nature, cooking, and basketball. New Year (January): A fresh start to the year inspires people to consume content about health, lifestyle, family, video games, and the weather. ## Your Vertical's Time to Shine With the holiday season sprinkled across nearly four months, how should you allocate your ad spend? Different verticals will see the highest interest and engagement at different times. Go big with campaigns at the right time to see sales snowball. Personal Finance & Healthy Living: Go all in during October and November to boost your bottom line. Medical Health & Home and Garden: Cozy up to shoppers in September and December to earn healthy returns on your efforts. Automotive: Hit the gas in September and October, and you'll speed toward success. Technology: Consumers are tech-savvy year-round but focus on September and October to grab early interest and sales. ## Festive Flow: Sync Creatives with Holiday Shopping Habits Aligning your campaigns and messaging with the consumer purchasing timeline is the key to catching and converting consumers. Follow this schedule to 'sleigh' seasonal sales. October: Early shopping and research dominate consumer thoughts, with 32% planning their purchases 3+ months in advance. Be there when they're searching. November: The consideration phase kicks in. 45% of shoppers plan 1-2 months out. Help them make informed decisions. Cyber Five: Discounts and deals reign supreme. 30% of shoppers plan to increase their online spending compared to 2023. Make your offers stand out. December: Last-minute purchases are the name of the game. Appeal to Gen Z's budget-conscious approach by showcasing competitive prices. Q5 (Christmas through New Year): Return and refresh is the trend here. 73% of Millennials plan to treat themselves to a gift while shopping for others (hello, two-for-one deals!). ## Jingle All the Way to Success By leveraging data-backed strategies and adapting to consumer behaviors, you can ensure your campaigns shine brighter than a Christmas tree, but there's more to know! Download Taboola's 2024 Q4 Holiday Creative Playbook to discover all of our holiday insights. Explore other creative playbooks and best practices here. --- ### Your Game Day Campaign Playbook: Insights and Best Practices from the Big Game URL: https://www.taboola.com/marketing-hub/food-beverage-advertising-creative-playbook/ Last Modified: 2025-06-09 11:46:21 Super Sunday is one of the biggest advertising opportunities of the year — and not just for brands that want a million-dollar commercial slot. Any advertiser can get in on the action by launching native ads across the open web. So, when the next big sports event rolls around, you want to be ready. As the National Retail Federation found, over 192 million U.S. adults planned to tune into the Big Gamethis year and collectively spend $16.5 billion — up from 13.9 billion in 2021. A whopping 79% also expected to buy food and drinks for the event. To help you reach these customers, we pulled the biggest insights and takeaways from 2023's Big Game for auto, food, and tech advertisers, a.k.a. the top ad verticals during the Super Sunday. Going forward, you can use these tips to build more clickworthy ads and optimize performance for your campaigns. You can also use Taboola's Premium Sports Package to gain exclusive access to sports fans. That's right. We'll put your ads in front of engaged audiences across leading publisher sites like NBC Sports, Fox Sports, CBS Sports, and MSN Sports, and more. Now, are you ready to revamp your playbook with the latest sports-related campaign data? Here's what we found. ## When to Run Campaigns First, we pulled readership data from Taboola's network of U.S. publishers to see how certain topics performed from December 1, 2022 to March 1, 2023. Most notably, content with the keywords “NFL Super Bowl" saw page view spikes on January 30, February 6, February 10, February 12 (game day), and a few days following. Overall, we saw traffic really start to pick up on January 22 and dip off by February 22.  So, what does that tell us? To tap into this engagement, advertisers should launch their campaigns as early as three weeks before the big event and continue to run them at least one week after. ## Top Stories + Readership Trends Now, let's dig into the specifics. Across the Taboola network, here are just some of the trending Big Game terms that drove spikes in readership: - Eagles and Chiefs, the two competing teams - Patrick Mahomes, quarterback of the Kansas City Chiefs, and Jalen Hurts, quarterback of the Philadelphia Eagles - Rihanna, highly anticipated headliner of the Super Bowl Halftime Show Also: - Andy Reid, coach of the Chiefs, and Nick Sirianni, coach of the Eagles - Travis Kelce and Jason Kelce, brothers and star players on opposing teams So, how did publishers create content around these terms and drive engagement? NBC Sports shared an informative post on the day of the game, telling readers where, when, and how they could watch:  CBS Sports broke down Rihanna's halftime show and the news of her pregnancy announcement:  And BroBible shared the deets of that exchange between the Kelce brothers after the game. ## Audience Targeting + Campaign Optimization Taboola's Premium Sports Package is designed to put your ads in front of engaged sports fans across premium publisher sites. Outside of that package, however, you can always use Taboola's Data Marketplace to curate your own targeting and reach audiences by interest, behavior, demographics, and buying intent. When launching a sports-related campaign, for example, you can choose these Taboola segments to hone in on just the right audiences: - Contextual > Sports > American Football - Contextual > Sports Package - US Interest > Sports > Football Spectator - Media and Entertainment > Events and Attractions > Sporting Events You can also optimize your campaigns to better meet your goals with these tools: - SmartBid. Taboola's SmartBid automatically adjusts your spend to help you meet business goals, like conversions and CPAs. So you can drive actionable results at scale without exceeding your budget. - High Impact placements. Drive awareness for your sports campaigns by delivering ads across premium publisher websites — on the homepage, mid-page, below articles, or through mobile-integrated experiences. - Motion Ads. Grab your audience's attention with eye-catching Motion Ads — short, GIF-like visuals that are designed to increase clicks and conversions while lowering CPAs. ## Creative Best Practices Now, we'll break down creative best practices for Super Bowl campaigns across verticals: tech, food, and auto. Based on Taboola Trends data for the week of February 5, here's how different images and headlines performed: ### Tech Best Practices Among tech readers, images featuring food, close-up shots, and men tended to perform better than those without these elements.  And, using the Taboola Analyzer, we can see which types of tech-related headlines drive the highest predicted CTRs:  Pulling these best practices together, here's how a tech advertiser might build their Big Game campaign: ### Food Best Practices When it comes to food ads, visuals with close-ups, men, and photos instead of illustrations drove clicks: And a title like "The Most Popular Beers for Super Sunda Parties" can help drum up traffic for your campaign:  Now, let's cook these tips up into a sample campaign for food advertisers: ### Auto Best Practices Over in the auto vertical, native ad images with photos, far-away shots, and bold colors generated engagement among Super Bowl readers. Meanwhile, auto advertisers can use titles like the top two here to get audiences clicking on their ads:  Need some inspiration for your next sports-related auto ads? Use this native campaign sample to guide you: ## Win Big with Your Next Game Day Campaign When the next "big game" rolls around, you want to be ready with data-backed strategies to drive clicks and conversions. That's where these insights can help. Whether you're building campaigns for Super Sunday, World Series, or NBA Finals, you can use the best practices here — and Taboola's Premium Sports Package — to engage the right audiences with winning content, every time. Gain exclusive access to sports fans across leading publisher sites like NBC Sports, Fox Sports, CBS Sports and MSN Sports. Learn more here. --- ### How to Create Tech Ads That Build Trust With Taboola's Playbook URL: https://www.taboola.com/marketing-hub/tech-creative-playbook/ Last Modified: 2025-08-11 06:48:14 Technology is one of the fastest-changing and most competitive industries in the world. Every day, tech advertisers both large and small have to fight for attention and market share in an increasingly saturated space. The question is: How can tech brands cut through the noise and launch truly engaging campaigns that drive results? With real-time data and insights to guide them. Enter the Taboola Creative Playbook: Tech — a strategic guide for brands operating in B2B tech, software, consumer electronics, apps, and other industries pertaining to technology, computing, and innovation. The Taboola Creative Shop — a global team of strategists and experts — analyzed readership data from 2022-2023 across our network of over 9,000 publisher properties, as well as market data from external sources. What did they find? Creative insights, trends, and tactics that are proven to increase performance for tech advertisers. Whether you’re looking to optimize your images and videos, write catchier headlines and descriptions, or build more intuitive landing pages, this playbook is designed to help. Here are just a few of the Creative Shop’s recommendations: - Content about innovation drives significant increases in engagement. This is especially true for content about advances in AI and new releases at events like CES. So talk about what makes your product unique and relevant at this moment in consumers’ lives. - Experts and leaders build trust and credibility. Highlight these figures in your campaign visuals — preferably in motion — and include their names and quotes in your ad copy. - Include powerful call-to-action (CTA) buttons. We found that 37% of tech advertisers on our network use “Learn More,” 23% use “Search Now,” and 9% use “Shop Now.” - Design your landing pages to look like native publisher articles. Use minimal colors, such as black font on a white background), include clear headers or navigation bars, and display text in a narrow column with wide shoulders. - A/B test and iterate. Mix and match top-performing assets to ensure you are leveraging all creative variations. Start with 6-9 ad items and add new creatives every few weeks. Ready to optimize your campaign creatives and stand out in an increasingly competitive industry? Download the Taboola Creative Playbook: Tech. --- ### How to Level Up Your Creative Strategy for Gaming Ad Campaigns URL: https://www.taboola.com/marketing-hub/gaming-creative-playbook/ Last Modified: 2025-07-06 08:04:09 The global gaming market is booming and expected to generate over $211 billion in revenue by 2025. And mobile gaming alone should account for almost half of that. Still, studies have shown slow growth in mobile app installs despite increased ad spend. Meaning, advertisers aren’t fully taking advantage of this engaged audience of gamers. And they could be leaving money — and valuable opportunities for engagement — on the table. ## Gain Insights on Casino, Sports Gaming/eSports, Online Betting, Social Gaming, Consoles and More To help you level-up your gaming campaigns, we’ve compiled the Taboola Creative Playbook: Gaming — a go-to strategy guide for advertisers of gaming apps, mobile and desktop games, gaming consoles, social casino games, sports games, and more. The Taboola Creative Shop — a global team of data experts and strategists — dug into the numbers from over 9,000 publisher properties and 500M+ daily active users to see which types of content are trending and driving performance for today’s gaming brands. Here’s a peek at the top content driving clicks for gaming publishers: - Nintendo Switch is the most popular gaming console. Meanwhile, classic online games like Solitaire and Mahjong are still driving healthy engagement on the open web. - Sports gamers want betting odds and winning lineups. Yes, previews and recaps of games get clicks. But readers also want real-time information about how to best place their bets and earn cash. - Casino gamers are most prevalent in the US, UK, and France. So don’t be afraid to localize your creatives and tailor them to geographic markets. And here are just a few creative recommendations to optimize your gaming ads: - Zoom in for video game visuals. Go for medium-crop, zoomed-in images of an excited person playing a game or immersed in the game itself. Remember that the subject should be in-line with your target demographic. - Use Taboola’s App Install Card.This new ad format leads readers directly to the App Store with CTA buttons like “Play Now” and “Download.” There, they can learn more about your game and start playing in just a couple taps. - Call out numbers in sports betting. Don’t beat around the bush here. In your ad titles, include specific dollar amounts for entry, prizes, game scores, or data on betting odds. For example: “US Sports Fans Score 87% Average For Up To $500 In Rewards.” Ready to level-up your ad campaigns and tap into a growing audience of gamers? Get started with the Taboola Creative Playbook: Gaming. --- ### 5 Ways Marketers are Driving Results with ChatGPT URL: https://www.taboola.com/marketing-hub/chatgpt-for-marketers/ Last Modified: 2025-01-14 14:35:46 ## ChatGPT - Marketing friend or foe? I recently read a heated discussion between content marketers on whether ChatGPT and other generative AI tools are ultimately going to replace many of the marketing roles we know of today. This was not the first discussion I had witnessed on the topic, nor will it be the last. No one can truly say whether Generative AI will or won't replace human intelligence but what we do know is that marketers who learn how to utilize this tool to optimize, improve and speed up their work will gain a competitive edge and help drive results for their marketing initiatives. If you're a little hesitant about how to start, here are a few simple ways to begin using generative AI tools like ChatGPT to help create content that's more engaging and more converting for a fraction of the cost and time. ### 1. Ad Copy: Getting your ads noticed is getting increasingly harder with demand on attention at an all time high. Some stats show that Gen Z audiences have as little as 1 second attention span which means you have to work extra hard to capture your audience. Prompting ChatGPT with specifics on what you're promoting and why users should buy it can help you create a number of alternative headlines and creative copy that will speak to your audience. Here's a simple example: Using a few simple parameters and ChatGPT generated 4 really good options in under 60 seconds: ### 2. Email Marketing: Email campaigns steadily remain the number one way to get to your audience. This mid-funnel communication channel is a great way to get your product or service noticed. The secret to getting your email noticed is to remember what your goal is in every step of the user journey. Step 1: Get your user to open the email To achieve this goal your email needs to have an attention grabbing and actionable subject line. I asked ChatGPT to create a subject line for an email follow up after we attended an Affiliate Marketing event based on a brief I received from the events team: Step 2: Get your user to read the email content Your user has actually opened the email - amazing! But if the content is too long, boring or even just badly formatted you'll lose them faster than you can say Open Rate. I asked ChatGPT for a post-event engaging email targeting affiliate marketers: With some minor modifications, this is a good post event email. Step 3: Get your user to click on the CTA Your final and ultimate goal is to get users to take action and convert. To do this you need to make sure that: a) you actually have a call to action, and b) that it's relevant to your email. I asked ChatGPT to give me a few alternatives for a call to action for the post event nurture email: Chat came up with some great options and some really good ideas for follow up content we can create to keep our audience engaged! ### 3. Landing Pages: For performance marketers the ultimate goal of a landing page is getting users to convert. Many times we'll invest in amazing ads, quality traffic, creative copy and fancy design - but we'll forget to ensure our landing page is doing the one thing we want it to. Getting users to take action. ChatGPT is a great tool to help customize existing landing pages for this goal and optimize them for conversions. You can also ask it to create several alternative landing pages from the same content to target different micro audiences. In this example, I had the basic text and format for a landing page but wanted to optimize it for conversions: See how it automatically knew how to convert the page format instructions and separate them from the actual landing page content? I then asked it to customize the content for Affiliate Marketers:   It did a pretty good job adapting the text to suit the audience and I can easily create multiple personalized versions of the page for various audiences. ### 4. SEO: Getting your SEO game on track is critical in any climate and now even more so. With paid media budgets getting even more focused, you need that organic edge to get your product or service top of mind and search results. With ChatGPT it's almost criminally simple to optimize your content for organic search. Really the only heavy lifting you'll need to do is come up with a list of keywords that will get you the quality organic traffic you're looking for. Here's an example of a request I put in for ChatGPT to optimize the intro to this blog post for SEO and specifically for two keywords: #conversions #digitalmarketing: In less than a minute I had the intro optimized as requested: ### 5. Repurposing Content: With the variety of marketing channels and outlets used for lead generation, reusing and recycling content is fundamental for any performance marketer. But many times the effort outweighs the potential benefits that we have yet to prove. Is it worth investing time and money creating that content just to see if it generates the leads we're looking for? Oh if only there was a tool that could do it for us in under 5 minutes. Oh wait! There is. ChatGPT is the ultimate content repurposing tool and can easily take any content and turn it into a potentially lead generating asset in no time. Here's a simple example: I took the script we used for a webinar on Repurposing Social Ads for Native (see what I did there? 🙂) and asked Chat to turn into a playbook: I got a response back in no time with a basic outline for a playbook on the topic: At this point we could use it as a quick one pager to download on the webinar recording page or from the post webinar email, or we could ask ChatGPT to make it longer and more detailed. ## Mastering AI to Drive Marketing Results These are just 5 simple examples of how performance marketers can gain a competitive edge using generative AI tools like ChatGPT to improve their content and conversions. Start with a simple request, then fine tune as you go along. The more you play with the tool, the easier it gets and the more attuned you'll be to how to prompt it to get the best and fastest results. So from now on, in any campaign or marketing initiative, ask yourself how ChatGPT can help you improve, optimize and innovate - even the sky is no limit for what it can do to help you become a smarter marketer driving real business results. --- ### Driving Mobile App Installs Just Got Easier with Taboola App Install URL: https://www.taboola.com/marketing-hub/driving-mobile-app-installs-just-got-easier/ Last Modified: 2025-01-14 14:35:46 App installs may have dipped after the pandemic, but they're expected to rise again as mobile usage increases across the globe. According to a recent study from data.ai, consumers are now spending 4-5 hours each day with their apps. According to Statista, the number of worldwide mobile users should surpass 7.3 billion this year — up from 6.9 billion in 2020. Brands looking to double down on this opportunity, need smarter, app-focused advertising solutions to better engage those users. ## Turn Your Ads into App Store Conversions Taboola advertisers have always had the option to drive app installs with their campaigns. Until now, however, those ads only had the capability to drive users to a landing page. From there, users had to navigate to the App Store themselves to initiate a download. Meet Taboola App Install. A new, mobile-optimized, App Install format, that allows advertisers to run mobile-only ads that send users directly to the App Store on their iOS or Android device: App Install ads make it faster and easier for users to download your app — cutting out that extra step between ad click and conversion. On top of that, App Install ads offer additional features to provide users with more information pre-click. With App Install ads, you can display: - App Store ratings - A more prominent "Install Now" button displayed above the ad image - An app icon ## Use App Install Ads To Drive Results As consumers continue to spend time on their smartphones and tablets, reaching them with informative, mobile-optimized ads is more important than ever. With Taboola advertisers, using the new App Install format have already reduced their cost-per-acquisition by up to 29% by allowing them to drive directly to App Store vs a landing page. It's also important to note that native advertising is on the rise. Frustrated by intrusive ads and misinformation, consumers are craving more trustworthy and intuitive brand experiences. That's why native advertising on the open web is such a valuable solution. According to IAB Europe, over 80% of news consumers say seeing ads within news content increases or maintains brand trust. Taboola's App Install option combines the best of both formats — mobile ads and native ads — into a single, high-performing unit. ## Get Started with App Install Ads As a leading native advertising platform, Taboola helps thousands advertisers deliver superior customer experiences, engage mobile users, and increase app downloads at scale. Ready to drive app downloads from your native ads? Visit our Help Center to learn more and set up your App Install campaign today. --- ### Inside Bloomberg Media: CEO Scott Havens on Growth, Investment, and Future Success URL: https://www.taboola.com/marketing-hub/bloomberg-scott-havens-interview/ Last Modified: 2026-06-22 08:48:46 I recently talked with Bloomberg Media's CEO Scott Havens about how the company is investing and thriving, as well as how Taboola fits into its strategy in order to increase awareness and acquisition of subscribers. Scott shared some great predictions about how subscription-dependent content providers will be engaged in a customer-retention battle, how companies will need to aggressively super-serve their customers in order to stay competitive, and how they've been at the forefront of using AI. I've had the pleasure of knowing Scott for a decade since his day at Time Inc–he was always forward-thinking, and now at Bloomberg Media, the company is committed to staying ahead of the curve in an ever-changing media landscape. I believe that in today's privacy-first era, there are huge opportunities for marketers to diversify outside of social/search, and look for open-web, contextual environments like Bloomberg. I'm excited about the future of the open web, this is where publishers shine - the article as a proxy of who the user is versus “their identity" has a meaningful potential over the next decade. How would you describe our current business relationship? Our business relationship now has a new, very different focus, as we shift to use the widening Taboola network to attract more readers and subscribers. We look forward to continuing our work together with this fresh angle. How is Bloomberg integrating Taboola into their marketing strategy? After many years working mainly with the big social media platforms for acquisition, we're looking for new partnerships and networks to find incremental subscribers. As such, we'll be adding the recently increased user base within the new Taboola/Yahoo! Network as part of our acquisition strategy. How is Bloomberg rethinking their subscription model? How are you utilizing Taboola to gain new subscribers? Early on when we launched our subscription business in May 2018, we were largely spending the budget on driving up the total number of subscribers. Since then, we have evolved our strategy to focus on platform usage by our subscribers, engaging them more consistently and focusing more effort on retention. You can't fill up a water bottle very quickly if there is a hole in the bottom. Our team conducts advanced analysis to understand consumer behavior and its correlation with retention. This includes understanding the number of times we communicate with users via email, or the number of times a user visits our platform and the effect on retention and churn rate. We saw over 20% growth in subscription revenue in 2022. Importantly, we also launched our enterprise subscriptions business last year and it's already a seven-figure revenue business. We anticipate that growing between four- and five-fold in 2023. We're always looking for new channels to acquire subscribers that have a high propensity to subscribe and think Taboola will be helpful. How do you see our business relationship evolving over the next 3-5 years, and what steps can we take to ensure that we are both positioned for success? The industry continues to evolve and innovate, and I think our partnership will too. Making sure that we drive high quality traffic through other products Taboola creates will be beneficial not just for Bloomberg Media but other publishers as well. As we've seen over the years with Taboola - and as the audiences migrate more to video - I expect to see new products and opportunities - perhaps in OTT/Streaming - that we might work on together. Bloomberg increased their revenue growth by +16% in 2022. What were the biggest factors that contributed to this success during an economic downturn? We attribute our consistent growth to the highly diversified, multi-platform, and global business model that we have invested in. Our ability to invest for the long term - particularly in global markets and in social and streaming video - has driven much of this growth. What are your thoughts on the current state of the media industry? Any predictions or changes you'd like to see in 2023? It's obvious the media industry is experiencing some macroeconomic headwinds but I'm optimistic that we're also seeing companies continuing to innovate and new brands being introduced. My prediction is that we'll see subscription-dependent content providers finding themselves engaged in a ruthless customer-retention battle. They'll be forced to aggressively super-serve their customers with enhanced value propositions and likely - at least in the short term - more reasonable pricing. What are your thoughts on ChatGPT and other generative AI tools? Have you tested them yourself? We think these are powerful tools for a media business, but like all new disruptive technologies, both power and peril exist. Bloomberg LP, and our newsroom in particular, have been active leaders in the space for at least seven years (since 2016), and we'll continue using AI technology to drive innovation smartly and responsibly. In October, for example, we announced Audience Accelerator which uses first party data to inform its machine learning models that predict the population of users on the site that are likely to be in a certain group, e.g. C-suites or tech decision makers. This interview is part of our “Behind Media Minds" series, with many of our partners and friends such as David Steinberg of Zeta, Steve Stoute of Translation + UnitedMasters, and Sheri Bachstein of the Weather Company. --- ### Build Tasty Food & Beverage Campaigns: Insights from Taboola's Creative Shop URL: https://www.taboola.com/marketing-hub/football-food-and-famous-guests-the-big-game-topics-everyone-is-reading-about/ Last Modified: 2026-06-22 08:44:24 Super Sunday is one of the biggest advertising opportunities of the year — and not just for brands that want a million-dollar commercial slot. Any advertiser can get in on the action by launching native ads across the open web. So, when the next big sports event rolls around, you want to be ready. As the National Retail Federation found, over 192 million U.S. adults planned to tune into the Big Gamethis year and collectively spend $16.5 billion — up from 13.9 billion in 2021. A whopping 79% also expected to buy food and drinks for the event. To help you reach these customers, we pulled the biggest insights and takeaways from 2023's Big Game for auto, food, and tech advertisers, a.k.a. the top ad verticals during the Super Sunday. Going forward, you can use these tips to build more clickworthy ads and optimize performance for your campaigns. You can also use Taboola's Premium Sports Package to gain exclusive access to sports fans. That's right. We'll put your ads in front of engaged audiences across leading publisher sites like NBC Sports, Fox Sports, CBS Sports, and MSN Sports, and more. Now, are you ready to revamp your playbook with the latest sports-related campaign data? Here's what we found. ## When to Run Campaigns First, we pulled readership data from Taboola's network of U.S. publishers to see how certain topics performed from December 1, 2022 to March 1, 2023. Most notably, content with the keywords “NFL Super Bowl" saw page view spikes on January 30, February 6, February 10, February 12 (game day), and a few days following. Overall, we saw traffic really start to pick up on January 22 and dip off by February 22. So, what does that tell us? To tap into this engagement, advertisers should launch their campaigns as early as three weeks before the big event and continue to run them at least one week after. ## Top Stories + Readership Trends Now, let's dig into the specifics. Across the Taboola network, here are just some of the trending Big Game terms that drove spikes in readership: - Eagles and Chiefs, the two competing teams - Patrick Mahomes, quarterback of the Kansas City Chiefs, and Jalen Hurts, quarterback of the Philadelphia Eagles - Rihanna, highly anticipated headliner of the Super Bowl Halftime Show Also: - Andy Reid, coach of the Chiefs, and Nick Sirianni, coach of the Eagles - Travis Kelce and Jason Kelce, brothers and star players on opposing teams So, how did publishers create content around these terms and drive engagement? NBC Sports shared an informative post on the day of the game, telling readers where, when, and how they could watch: CBS Sports broke down Rihanna's halftime show and the news of her pregnancy announcement: And BroBible shared the deets of that exchange between the Kelce brothers after the game: ## Audience Targeting + Campaign Optimization Taboola's Premium Sports Package is designed to put your ads in front of engaged sports fans across premium publisher sites. Outside of that package, however, you can always use Taboola's Data Marketplace to curate your own targeting and reach audiences by interest, behavior, demographics, and buying intent. When launching a sports-related campaign, for example, you can choose these Taboola segments to hone in on just the right audiences: - Contextual > Sports > American Football - Contextual > Sports Package - US Interest > Sports > Football Spectator - Media and Entertainment > Events and Attractions > Sporting Events You can also optimize your campaigns to better meet your goals with these tools: - SmartBid. Taboola's SmartBid automatically adjusts your spend to help you meet business goals, like conversions and CPAs. So you can drive actionable results at scale without exceeding your budget. - High Impact placements. Drive awareness for your sports campaigns by delivering ads across premium publisher websites — on the homepage, mid-page, below articles, or through mobile-integrated experiences. - Motion Ads. Grab your audience's attention with eye-catching Motion Ads — short, GIF-like visuals that are designed to increase clicks and conversions while lowering CPAs. ## Creative Best Practices Now, we'll break down creative best practices for Super Bowl campaigns across verticals: tech, food, and auto. Based on Taboola Trends data for the week of February 5, here's how different images and headlines performed: ### Tech Best Practices Among tech readers, images featuring food, close-up shots, and men tended to perform better than those without these elements. And, using the Taboola Analyzer, we can see which types of tech-related headlines drive the highest predicted CTRs: Pulling these best practices together, here's how a tech advertiser might build their Big Game campaign: ### Food Best Practices When it comes to food ads, visuals with close-ups, men, and photos instead of illustrations drove clicks: And a title like "The Most Popular Beers for Super Sunda Parties" can help drum up traffic for your campaign: Now, let's cook these tips up into a sample campaign for food advertisers: ### Auto Best Practices Over in the auto vertical, native ad images with photos, far-away shots, and bold colors generated engagement among Super Bowl readers. Meanwhile, auto advertisers can use titles like the top two here to get audiences clicking on their ads: Need some inspiration for your next sports-related auto ads? Use this native campaign sample to guide you: ## Win Big with Your Next Game Day Campaign When the next "big game" rolls around, you want to be ready with data-backed strategies to drive clicks and conversions. That's where these insights can help. Whether you're building campaigns for Super Sunday, World Series, or NBA Finals, you can use the best practices here — and Taboola's Premium Sports Package — to engage the right audiences with winning content, every time. Gain exclusive access to sports fans across leading publisher sites like NBC Sports, Fox Sports, CBS Sports and MSN Sports. Learn more here. --- ### March Madness Breakdown: Using Fan Interest to Determine the March Madness Champion URL: https://www.taboola.com/marketing-hub/march-madness/ Last Modified: 2026-06-22 08:21:45 Gain exclusive access to sports fans across leading publisher sites like NBC Sports, Fox Sports, CBS Sports and MSN Sports. Learn more here. March Madness is considered among the largest, most anticipated tournaments in sports, especially for those who participate from home by creating brackets to predict the winners. The inaugural basketball games in 1939 had just eight contenders. Now, 68 collegiate teams make it much more difficult to predict who will become the NCAA Tournament champion. Selection Sunday has come and gone, brackets are being created, and bets are being made. Although it's nearly impossible to pick all 63 NCAA Tournament games correctly, our publisher partner data may be able to lend a helping hand. On March 13th, 2023, we gathered our publisher pageviews of articles mentioning the participating basketball teams from the last 90 days to predict who might win each game. Our scoring system: the team with the most pageviews, and fan interest, wins. If you want to skip to the final rounds, we recommend using the Table of Contents. Taboola's Premium Sports Package, which comprises top publishers such as NBCSports and FOX Sports, is the ideal means for advertisers to target basketball enthusiasts throughout the year. This exclusive collection of supply, placements, and formats facilitates advertisers in connecting with fans at the very moment they're engrossed in the content they love. For further information on Taboola's Premium Sports Package, click here. Let The Big Dance begin. Source: Chris Gardner / Stringer / Getty Images ## First Round Competing Teams Pageviews Alabama Crimson Tide 2,469,170 Missouri State Bears 3,410 Texas A&M Aggies 205,100 Winner: Alabama Crimson Tide Competing Teams Pageviews Maryland Terrapins 192,740 West Virginia Mountaineers 261,810 Winner: West Virginia Mountaineers Competing Teams Pageviews College of Charleston Cougars 6,200 San Diego Toreros 8,280 Winner: San Diego Toreros Competing Teams Pageviews Furman Paladins 8,040 Virginia Cavaliers 104,370 Winner: Virginia Cavaliers Competing Teams Pageviews Creighton Bluejays 108,710 NC State Wolfpack 138,620 Winner: NC State Wolfpack Competing Teams Pageviews Baylor Bears 216,920 Santa Barbara Gauchos 80,560 Winner: Baylor Bears Competing Teams Pageviews Missouri Tigers 210,720 Utah State Aggies 81,790 Winner: Missouri Tigers Competing Teams Pageviews Princeton Tigers 10,120 Arizona Wildcats 217,550 Winner: Arizona Wildcats  Competing Teams Pageviews Purdue Boilermakers 620,910 Texas Southern Tigers 2,120 Fairleigh Dickinson Knights 26,840 Winner: Purdue Boilermakers  Competing Teams Pageviews Memphis Tigers 116,700 Florida Atlantic Owls 13,380 Winner: Memphis Tigers  Competing Teams Pageviews Duke Blue Devils 437,960 Oral Roberts Golden Eagles 3,560 Winner: Duke Blue Devils  Competing Teams Pageviews Tennessee Volunteers 568,960 Louisiana Ragin Cajuns 8,660 Winner: Tennessee Volunteers  Competing Teams Pageviews Kentucky Wildcats 609,020 Providence Friars 64,220 Winner: Kentucky Wildcats  Competing Teams Pageviews Kansas State Wildcats 430,100 Montana State Bobcats 23,460 Winner: Kansas State Wildcats  Competing Teams Pageviews Michigan State Spartans 300,380 USC Trojans 849,020 Winner: USC Trojans  Competing Teams Pageviews Vermont Catamounts 39,680 Marquette Golden Eagles 51,610 Winner: Marquette Golden Eagles  Competing Teams Pageviews Northern Kentucky Norse Insufficient Data Houston Cougars 200,510 Winner: Houston Cougars  Competing Teams Pageviews Iowa Hawkeyes 1,008,280 Auburn Tigers 266,860 Winner: Iowa Hawkeyes  Competing Teams Pageviews Miami Hurricanes 761,700 Drake Bulldogs 21,990 Winner: Miami Hurricanes Competing Teams Pageviews Indiana Hoosiers 386,650 Kent State Golden Flashes 104,320 Winner: Indiana Hoosiers Competing Teams Pageviews Iowa State Cyclones 220,850 Mississippi State Bulldogs 305,780 Pittsburgh Panthers 320,360 Winner: Pittsburgh Panthers Competing Teams Pageviews Xavier Musketeers 133,370 Kennesaw State Owls 25,910 Winner: Xavier Musketeers Competing Teams Pageviews Texas A&M Aggies 205,100 Penn State Nittany Lions 674,410 Winner: Penn State Nittany Lions Competing Teams Pageviews Texas Longhorns 1,847,290 Colgate Raiders 20,560 Winner: Texas Longhorns Competing Teams Pageviews Kansas Jayhawks 987,740 Howard Bison 6,030 Winner: Kansas Jayhawks Competing Teams Pageviews Arkansas Razorbacks 186,950 Illinois Fighting Illini 108,410 Winner: Arkansas Razorbacks Competing Teams Pageviews Saint Mary's Gaels 34,980 VCU Rams 62,160 Winner: VCU Rams Competing Teams Pageviews UConn Huskies 287,470 Iona Gaels 45,210 Winner: UConn Huskies Competing Teams Pageviews TCU Horned Frogs 3,031,310 Arizona State Sun Devils 213,070 Nevada Wolf Pack 18,710 Winner: TCU Horned Frogs Competing Teams Pageviews Grand Canyon Antelopes 4,680 Gonzaga Bulldogs 158,770 Winner: Gonzaga Bulldogs Competing Teams Pageviews Northwestern Wildcats 166,510 Boise State Broncos 43,180 Winner: Northwestern Wildcats Competing Teams Pageviews UCLA Bruins 524,090 UNC Asheville Bulldogs 7,350 Winner: UCLA Bruins Source: AP Photo/Charles Rex Arbogast ## Second Round Competing Teams Pageviews Alabama Crimson Tide 2,469,170 West Virginia Mountaineers 261,810 Winner: Alabama Crimson Tide Competing Teams Pageviews San Diego Toreros 8,280 Virginia Cavaliers 104,370 Winner: Virginia Cavaliers Competing Teams Pageviews NC State Wolfpack 138,620 Baylor Bears 216,920 Winner: Baylor Bears Competing Teams Pageviews Missouri Tigers 210,720 Arizona Wildcats 217,550 Winner: Arizona Wildcats  Competing Teams Pageviews Purdue Boilermakers 620,910 Memphis Tigers 116,700 Winner: Purdue Boilermakers  Competing Teams Pageviews Duke Blue Devils 437,960 Tennessee Volunteers 568,960 Winner: Tennessee Volunteers  Competing Teams Pageviews Kentucky Wildcats 609,020 Kansas State Wildcats 430,100 Winner: Kentucky Wildcats  Competing Teams Pageviews USC Trojans 849,020 Marquette Golden Eagles 51,610 Winner: USC Trojans  Competing Teams Pageviews Houston Cougars 200,510 Iowa Hawkeyes 1,008,280 Winner: Iowa Hawkeyes  Competing Teams Pageviews Miami Hurricanes 761,700 Indiana Hoosiers 386,650 Winner: Miami Hurricanes Competing Teams Pageviews Pittsburgh Panthers 320,360 Xavier Musketeers 133,370 Winner: Pittsburgh Panthers Competing Teams Pageviews Penn State Nittany Lions 674,410 Texas Longhorns 1,847,290 Winner: Texas Longhorns Competing Teams Pageviews Kansas Jayhawks 987,740 Arkansas Razorbacks 186,950 Winner: Kansas Jayhawks Competing Teams Pageviews VCU Rams 62,160 UConn Huskies 287,470 Winner: UConn Huskies Competing Teams Pageviews TCU Horned Frogs 3,031,310 Gonzaga Bulldogs 158,770 Winner: TCU Horned Frogs Competing Teams Pageviews Northwestern Wildcats 166,510 UCLA Bruins 524,090 Winner: UCLA Bruins Source: AP Photo/Michael Allio ## Regional Semifinals: Sweet 16 Competing Teams Pageviews Alabama Crimson Tide 2,469,170 Virginia Cavaliers 104,370 Winner: Alabama Crimson Tide Competing Teams Pageviews Baylor Bears 216,920 Arizona Wildcats 217,550 Winner: Arizona Wildcats  Competing Teams Pageviews Purdue Boilermakers 620,910 Tennessee Volunteers 568,960 Winner: Purdue Boilermakers  Competing Teams Pageviews Kentucky Wildcats 609,020 USC Trojans 849,020 Winner: USC Trojans  Competing Teams Pageviews Iowa Hawkeyes 1,008,280 Miami Hurricanes 761,700 Winner: Iowa Hawkeyes Competing Teams Pageviews Pittsburgh Panthers 320,360 Texas Longhorns 1,847,290 Winner: Texas Longhorns Competing Teams Pageviews Kansas Jayhawks 987,740 UConn Huskies 287,470 Winner: Kansas Jayhawks Competing Teams Pageviews TCU Horned Frogs 3,031,310 UCLA Bruins 524,090 Winner: TCU Horned Frogs Source: Amy Kontras-USA TODAY Sports ## Regional Finals: Elite 8 Competing Teams Pageviews Alabama Crimson Tide 2,469,170 Arizona Wildcats 217,550 Winner: Alabama Crimson Tide  Competing Teams Pageviews Purdue Boilermakers 620,910 USC Trojans 849,020 Winner: USC Trojans  Competing Teams Pageviews 1,008,280 Texas Longhorns 1,847,290 Winner: Texas Longhorns Competing Teams Pageviews Kansas Jayhawks 987,740 TCU Horned Frogs 3,031,310 Winner: TCU Horned Frogs Source: Kamil Krzaczynski-USA TODAY Sports ## National Semifinals: Final Four Competing Teams Pageviews Alabama Crimson Tide 2,469,170 USC Trojans 849,020 Winner: Alabama Crimson Tide  Competing Teams Pageviews Texas Longhorns 1,847,290 TCU Horned Frogs 3,031,310 Winner: TCU Horned Frogs ## National Championship Competing Teams Pageviews Alabama Crimson Tide 2,469,170 TCU Horned Frogs 3,031,310 Winner: TCU Horned Frogs And there you have it! Some of you may read this article and think we've missed our shot. Others may think they totally scored by finding this story. We won't be offended either way. We're not basketball experts, just people who love data. Agree? Disagree? Strongly disagree? Tweet us @taboola and let us know! --- ### Ad Tracking: What It Is, How It Works, Challenges and Solutions URL: https://www.taboola.com/marketing-hub/ad-campaign-tracking/ Last Modified: 2025-06-22 11:37:15 Our partners at Voluum are on the forefront of the changes to the ad tracking industry. They don't get to wait to see if things are broken after changes are implemented. They prepare their ad tracker in advance, so it is always ready and operational for their customers. They are proactive rather than reactive. They research, observe and talk to people to have the fullest picture of what is going on in the ad tracking industry. And now, they want to share their knowledge with you on the impact of ad tracking changes. Lets begin. ## What is Ad Tracking? Ad tracking is the process of monitoring and analyzing the performance of online advertisements to measure their effectiveness. It helps businesses understand how users interact with their ads and optimize campaigns for better results. ## How Does Ad Tracking Work Throughout the years, three major tracking technologies were developed. The newer ones didn't replace the older ones but rather supplemented them with support for more cases. Here are the tracking methods: ### Redirect tracking This tracking method is the easiest to implement and is used widely whenever there's a need to track visitors jumping between separate pages. This is commonplace in affiliate marketing and similar types of ventures, where advertisers are not the offer owners and cannot edit the offer page in any way. All they get is the offer link. To track engagement with this link, they set up a redirect through a tracking platform that counts a visit with some additional visit characteristics. Redirect tracking is easy to set up and allows advertisers to use a variety of features such as rule-based paths or offer rotations – but this method may add some small delay to the whole user journey. Usually that is not a problem, unless a visitor uses really poor Internet connection. ### Direct tracking Direct tracking's best fit is tracking an advertiser's own offers – especially when they advertise with Google or Facebook. These two platforms want to have a full knowledge of where advertisers send users, so these platforms do not allow redirects, they see it as a way of hiding an actual destination page. Direct tracking doesn't use or need redirects. It utilizes a special script that, after being implemented on a destination page, can make requests to a tracker with visit info upon page load. This method is fast and compliant, but due to how it works, advertisers cannot alter the destination page they link from an ad in any way. This means no rule-based paths or offer rotations. ### API integration This is the most advanced method of exchanging data between two platforms. API is the way applications talk to each other in the backend. Voluum developed a special module for that, called Automizer. It allows you to integrate via API with the most popular traffic sources, including Taboola, and not only receive cost data or campaign status but also control your campaigns from within Voluum or set up advanced auto-rules. Integration with Taboola Once you integrate your Voluum account with Taboola, you will be able to: - Synchronize costs - Check the status of your campaigns and creatives (campaign_item_id in Voluum reports) - Bid on: campaign - Change bid factor: site - Pause or resume: campaign, site, creative - Create rules ## Why Track Ad Campaigns At All? This may seem trivial, but it's best to start from the basics. The Internet in its current form has adopted a certain business model, in which the true currency is people's attention. Most publishers have content (text, graphics, videos) available for free. In exchange (and this is what people expect), publishers show ads to fund their businesses. In the old days, a website owner had to talk with a product owner directly to strike an advertising deal. That method didn't reflect the true nature of the digital space though, which can be measured and analyzed, while also providing low cost ad space for testing various approaches. The platforms that could tap into the potential behind digital advertising were ad trackers. They can provide statistically significant data on who saw or clicked a given ad, who visited a landing page and finally, who purchased a product. They made the business model of the Internet profitable and scalable, thus fuelling its rapid growth. For advertisers, tracking enables squeezing the most profit out of their ad dollars. In 2022 and beyond, ad trackers go way beyond that, with various automation or ad fraud features. In short, ad trackers serve as a personal robotic ad agency, available for every advertiser, 24/7 for a fraction of the cost. ## The Challenges of Ad Tracking In the last couple of years, ad tracking in its current form has started to be viewed as intrusive and in need of regulation. Surprisingly, the biggest push to this industry is coming from a company that makes billions off of analyzing user data. It is worth pointing out that ad tracking in most cases doesn't track individual users. Voluum, for example, collects only statistical data. Ad tracking is a big number's game, advertisers are less interested in the fact that a John Doe from Boston purchased a given product – but they surely would be interested in information that this product is more popular among iPhone users from big cities during weekends. Only the biggest platforms, such as the aforementioned Google or Facebook, have information on individual users. Nevertheless, the changes are coming. ### 3rd Party Cookie Block Cookies are an old technology that was designed to improve the web browsing experience. These small text files saved locally on your computer contain information about a current session, site language, contents of a shopping cart and other things. First party cookies point to the domain that you are currently visiting, while third party cookies point to external domains. The latter type of cookies is often used by various analytical and tracking solutions. Many web browsers block third party cookies by default already (Safari for example), while Google Chrome, world's most popular web browser, is planning to do that and propose an alternative solution that should offer more privacy. Let's focus on what's important for marketers: the death of third party cookies. Contrary to popular belief, the truth is that the Internet will not break, explode or disappear after the final block in 2024. Neither will ad tracking. As we have said it before, there's simply too much at stake. Some trackers will have to adapt though. Voluum already did. With the recent iteration of its tracking scripts, all cookies set by Voluum are both first and third party. This means that with Voluum, you are already protected not only from Google's push to cancel these cookies but also from other privacy-oriented browsers, ad blockers and similar restricting mechanisms. ### UA string reduction and Client Hints Another initiative, also led by Google, concerns User Agent (UA). User Agent is a part of a HTTP request header and it's filled with information that helps to tailor a web viewing experience. Whenever you want to see a given web page, your browser sends some information to the server. This information includes things such as: - Browser type - Browser version - OS name - OS version - Screen size - Device type When a server gets this information, it can send the best version of this page for a given user: mobile or desktop, fit to your screen size, etc. Voluum records User Agent and, with the help of some external platforms, uses it to enrich its reports. Thanks to User Agent you get over 30 data points connected with each visit. Google sees two problems with User Agent: - The detailed information that it provides can be used for fingerprinting, so passive identification of a user without their specific consent - The length of the UA string makes it prone to parsing errors This reasoning caused Google to plan to reduce the length of the UA string in the near future (May 2023). User Agent will contain less information, which should solve both of these problems. As an alternative, Google proposes Client Hints, a method to obtain the missing information. The important distinction between UA and CH is that some CH (so called 'high entropy' Client Hints) will not be sent by default and will be available only when a server specifically requests them. Limiting the UA string won't break tracking like it may happen with blocked third-party cookies and a poor tracking solution. It may, however, reduce the amount of information that can be used by advertisers for analytics. Voluum has again risen to the challenge and prepared its tracking mechanisms for the change. Redirect tracking will work like it did and no action is required – all necessary changes were already made on the backend. In short, when UA string is reduced, Voluum will make an additional redirect and receive information from Client Hints in a 307 response. The direct tracking script however needed to be modified. The updated version includes a Meta tag and a separate script that will ping servers for Client Hints. Once Voluum users update the script and put them in the <head> Section of their pages, they will be protected from any negative effects months in advance. ## What You Get After Integrating Taboola and Voluum You won't find a better place for your Taboola campaign than Voluum. Both platforms are leaders in their respective fields, both aim to provide the best experience for their users. One user is Nadim Kuttab, a native ads veteran and a co-founder of the 6H Agency, one of the biggest advertisers on Taboola. Overall, the agency as a whole tested over 2,000 landing pages in 2021 and over 8,000 in total through Voluum. You can check out what Nadim loves about using both platforms in this case study. What do Taboola users love the most about Voluum? Well, let's start with the integration. It's so easy to connect both platforms, you just need to get Client ID and Client secret from Taboola's support and provide them in Voluum. Once you do so, a whole new world opens up to you. ### Controlling your campaigns in Voluum Voluum now becomes your own advertising dashboard. With the ability to control your Taboola campaigns from one interface, you can analyze and make strategic decisions without jumping between browser tabs. See how simple it is: - Pause a campaign: Just click one button! - Change bid for a campaign: provide a bid value and that's it! ### Synchronize costs As we have prompted it before, API connection is the most reliable way for platforms to exchange information. No setup errors or complex tokens. Voluum will periodically ask Taboola for the recent cost information all the time. ### Automate with auto-rules The essence of integrations are auto-rules: a complex yet easy to use system of various actions and launch conditions that can bring your advertising to the next level. The beauty of this system is that we don't even know all the possible use cases and scenarios where they can be used to save money or speed up some processes as there are so many potential combinations. But we don't leave our advertisers on their own. - For starters, we have prepared a Rule library: a collection of the most used rules that any advertiser can adapt and use. These rules are the result of our experience and deep insights from our customers. Just pick a topic or use other search options to see how Voluum can make your work easier. You can always edit a rule template. Or create one from scratch. - Create your own auto-rule. Start by deciding what this action should affect: a whole campaign, all Taboola campaigns or maybe just one of Taboola's dimensions (such as 'site'). Then select an action to be launched when conditions that you will set on the next step are met. You can choose to automatically mark profitable placements or campaigns with meaningful icons, pause or resume given elements, create blacklists or whitelists, or send alerts to your mobile (did we mention that we have a mobile app to oversee your campaigns on the go?). Now it's the time to define conditions. They tell Voluum when a given action should be launched. You can create some really complex logical sentences here. At the minimum, create an alert for a dying offer or unusual spikes in traffic. And a whitelist with the most performing sites. ## Welcome to the Future of Ad Tracking We all came a long way since the early days of online advertising. There were successes, obstacles and challenges. We at Voluum are here for the long haul. Our job is to be ahead of the game – we make Voluum immune to problems on daily basis that you haven't even heard of. Our server uptime is 100% since 2013. Voluum will allow you to bring out what's best in Taboola. Check out more what Voluum and Taboola have to offer. --- ### How to Repurpose Your Social Ads as Native Ads: A Practical Guide URL: https://www.taboola.com/marketing-hub/repurposing-your-facebook-ads-for-taboola-a-practical-guide/ Last Modified: 2026-04-12 06:21:23 If you're looking to diversify your marketing mix, native advertising can be a perfect complement to search and social ads. Why? Native advertising offers massive reach and higher engagement at competitive rates. While social platforms are closed, walled-in networks, native ads are distributed across the open web on premium websites and niche blogs — providing more opportunities to engage target audiences at scale. That's part of why social ad spend is continuing to decline: In 2022, both Facebook and YouTube saw their first-ever declines in ad revenue. Native ads in editorial contexts are also more trusted than social ads, helping to increase conversions and revenue. As IAB Europe reported, over 80% of news consumers say seeing ads alongside news content increases or maintains brand trust. So, now that you understand the power of native, how do you actually get started? Launching ads on an entirely new channel can seem overwhelming. You have to build custom creatives, gather audience insights, set up targeting parameters, and manage your budget. The good news is, if you're already running social media campaigns, you don't have to start from scratch. Here, we'll share practical tips and tools that you can use to adapt your social ads for native channels — so you can improve performance marketing results. ## Understand the Consumer Mindset: Social Media vs. The Open Web First, let's look at the difference between consumers on social platforms and consumers on the open web. On Facebook, audiences likely have this mindset: “I'm here to socialize and check up on my family." So the organic content they engage with is user-generated — including life updates, opinions, and shared news stories from their connections. On Instagram, the mindset is: “I'm here to scroll through ads, window shop, and check up on my friends." And over on TikTok, the mindset is: “I'm here to watch and be entertained by creators." Meanwhile, on the open web, consumers have this mindset: “I'm here to read editorial content." So they're browsing their favorite publisher sites and engaging with organic content that's professionally produced by media outlets. In both contexts, people likely aren't searching for products or brands. Instead, they can discover ads and sponsored content within their feed. But, as explained here, the biggest difference is what they're looking to consume organically. On Facebook, for example, it's posts from friends and family. On the open web, it's articles and videos from publishers. ## Adapt Social Creatives for Native Campaigns As tempting as it might be, you can't just copy social creatives and slap them on a native campaign for publisher sites. Instead, you can use these key strategies to adapt your copy, images, videos, and landing pages accordingly. ### Shorten Titles, Descriptions, and CTAs Social ads often include more text than ads on news sites. Specifically, native ads on the open web generally include three brief fields of copy: headline, description, and CTA button. You can use these best practices to adjust your copy from social campaigns: - Cut down long headlines to 40-50 characters, 60 max. - Make your copy newsworthy, attention-grabbing, and quickly impactful. - Change from sales-y ad language to publisher language. - Set user expectations for their post-click experiences. - Predict headline CTR with the Taboola Title Analyzer. - Use Dynamic Keyword Insertion to customize titles based on the user's location or device. Take Otty, for example. The UK-based mattress company adapted their Facebook copy — over 80 characters long and packed with emojis — for successful results on publisher news sites. Their optimizations led to a 7.8x return on ad spend. ### Simplify and Resize Images Social ad images tend to be more polished and even glamorous than ad images on publisher sites. For native ads on the open web, it's best to use images that are more authentic and relatable. Try these tips for adjusting your social visuals: - Remove text and feature a singular subject, such as a face or item. - Resize images to native ad specs. - Zoom in on the primary subject, cutting down on white space. - Use Taboola's Motion Ads Studio to easily turn static images into movable graphics. Take Babbel, for example, a globally popular language learning app. Their Facebook ad included a polished, zoomed-out image and text overlay. They quickly adapted this image for news sites, with a more closely cropped portrait and no added text. As a result of this native campaign, the brand generated 100,000 new leads a month. ### Adjust Videos for Increased Performance Native video ads deliver better results than most other video ad formats, as eMarketer found. You just need the right creative strategies and specs to build those videos, including: - Open with a logo and include it throughout your video. - Add subtitles for sound-off viewing. - Use slow-paced and subtle movements so videos don't look like flashy banner ads. - Reformat video size to be square or horizontal. - Include a CTA button, driving users to complete a certain action. - Fill the screen for a higher-impact experience. Just look at Oral-B, the global oral hygiene brand. They created a native video with slow-moving close-up shots, simple text, a clear logo throughout, and an end slide with a CTA. The result? 10% higher viewability, 12% higher completion rate, and 23% higher CTR. ## Bid Like a Pro With native advertising, you don't have to waste time adjusting your bids manually. Native ad platforms like Taboola can automatically optimize your bids to drive the best results. SmartBid, Taboola's unique bidding technology, pulls from millions of historic network data points to make automatic bid adjustments for each impression. Meaning, it increases bids for impressions that are likely to generate conversions and decreases bids for those unlikely to drive performance. So you can maximize conversions, maintain control over your bids and budget, and scale your reach with confidence. Here's a quick look at how SmartBid works: - The advertiser sets their baseline bid. - The advertiser chooses to deploy SmartBid for their campaign. - SmartBid kicks into gear, using its deep learning algorithm to make automatic adjustments, so the advertiser can harness opportunities to drive conversions and avoid overspending. ## Set Targeting Parameters On the open web, you can target audiences based on a range of factors, such as interests, behaviors, demographics, and intent. Taboola, for example, offers extensive targeting capabilities, including: - Marketplace Audiences. Reach specific audiences according to their preferences and characteristics. - Contextual Audiences. Deliver ads in the most relevant contexts, so you can reach people when they're already engaged with content that matches yours. - My Audiences. Target lookalike audiences or re-engage customers using data from your site or CRM. - Attentive Audiences. Retarget audiences further down the funnel to maximize conversions. Each of these solutions can stand alone or be layered together to ensure you're reaching the right users. You can also use these best practices to make the most of your native ad targeting: - Go broad or go home. Native works better with broader targeting settings like location- and device-based targeting. The broader you start, the more insights you'll receive. - Set up the Taboola Pixel. This tool helps you track website behaviors for retargeting campaigns and access advanced targeting features like Lookalike Audiences. - Split your campaigns by device. This can be a cheaper and more effective way to optimize your campaigns for different user behaviors. ## Measure and Optimize for Success It takes time to build effective native advertising campaigns. When you allocate a budget for Facebook ads, for example, your money is spent on that one platform alone. But when you run native ads, your budget is distributed across thousands of publisher properties. That's why it's important to consistently measure native ad results, so you can see which placements perform best and optimize campaigns for future success. Here's our suggested timeline for doing just that: - 1-2 weeks: Learning phase. Don't adjust or optimize your campaign yet. Just collect data and let the algorithm pinpoint which placements and audiences are performing best. - 3-4 weeks: Optimization phase. Bid higher on publications that are performing well and exclude those that aren't delivering. Also, target specific audience segments and marketplaces to hit your CPA goal. - Month 2: Scaling phase. Once you reach your CPA and ROAS goals, scale your campaign to five-figure budgets a day so you can keep maximizing results. Launching ads on new platforms can seem like a big undertaking. But with the right tools and strategies, you can rework your social campaigns for native advertising on the open web and reach entirely new audiences at scale. These insights were brought to you by The Taboola Creative Shop, an in-house creative agency made up of strategists, data experts, copywriters, designers, video editors, translators and engagement managers who specialize in helping strategic clients reach and exceed their campaign goals. --- ### Easily Add Content Recommendations to Your WordPress Site - Here's How URL: https://www.taboola.com/marketing-hub/taboola-wordpress-plugin/ Last Modified: 2026-06-22 08:29:46 Publishers today have to monetize their content to survive. Even if you already offer subscriptions or paywalls, you need to diversify revenue channels to meet your bottom line. And that means incorporating ads into your websites and apps. The problem is that placing and delivering those ads can be pretty complex and time-consuming. So, instead of working on producing high-quality content, you're left trying to integrate your site with third-party platforms and — even worse — manually add codes and features, all without the help of a developer. Thankfully, there's a new solution to this problem: Taboola WordPress Plugin 2 for publishers. With this updated plugin, any WordPress publisher can easily add all Taboola solutions to their site. So they can start monetizing their content and driving revenue. ## No Developer? No Problem When you're growing your publication, you want to create compelling stories and connect with your audience — not fumble over code and chase down developers. That's where the Taboola WordPress Plugin 2 can help. Once its installed, all you have to do is insert your unique Taboola IDs to activate the features. All further updates and optimizations are managed by Taboola. ## What's New: More Options for Seamless Ad Placements We've been on WordPress for a while now. In fact, over 400 publishers are already using the Taboola WordPress Plugin to easily monetize their websites. Now, for version 2, we've improved the interface and publisher experience. Not only has the plugin been updated to be compatible with the latest versions of WordPress, we've also added new features to help publishers maximize revenue and engagement: ### Reach Readers Across Your Website Pages The new plugin now supports three key website placements: - Below-article. Reach readers at the moment they're done with an article and ready to consume something new. - Mid-article. Strategically place relevant ads in the middle of an article, inviting readers to expand their content experience. - Homepage (aka Front Page). Monetize content from the get-go, engaging visitors right when they reach your website.   ### Position Your Ads for Success Placing recommended content on your site has never been easier. The updated WordPress plugin is built to detect the end of each article, so the Taboola Feed always appears in the best position for successful performance. What's more, the plugin can separate the Taboola Feed from the main content of the page. That means you can also run Taboola's Read More solution. With Read More, you can show mobile readers an abbreviated version of your article, and invite them to either keep reading or engage with recommended content in the Taboola Feed. Essentially, it creates a whole new opportunity to monetize your audience. ## So, How Does It Work? Taboola Javascript is required to request and run the recommendations on WordPress pages. But the plugin is a code inserter, so you don't need to worry about handling or inputting codes directly to your site. Simply insert the unique Taboola IDs and Taboola Feed will appear below your article. For Mid-article and Homepage widgets, choose where you want them to appear by selecting the paragraph or specific CSS Selector. ## Start Monetizing Your WordPress Site As a publisher, you already have a lot on your plate. The last thing you need is more complex tools eating up your time. That's why we've designed the Taboola WordPress Plugin 2 to make monetization easy and effective — so you can keep your site running smoothly and generating revenue. Ready to install the plugin on your WordPress site? Use these instructions to get started. Also, if you have any questions or concerns, the Taboola team is always here to help. Unlike generic ad inserter plugins, the Taboola WordPress Plugin is owned and maintained by Taboola. So you can have peace of mind knowing that you won't experience any unexpected technical issues, and you can reach out to us directly if you need. New to Taboola? Learn more about our monetization solutions or contact us here. --- ### E-commerce CRO: 13 Conversion Rate Optimization Techniques for Online Stores URL: https://www.taboola.com/marketing-hub/ecommerce-conversion-optimization/ Last Modified: 2025-08-11 06:57:58 No matter how many strategies you use for driving e-commerce sales, it's important not to overlook the state of your website. After all, it's where conversions happen—and a site that's optimized for conversion rates can lead to years of increased sales for your brand. ## Why is E-commerce Conversion Rate Optimization (CRO) Important? In the increasingly competitive e-commerce space, optimizing your site is more crucial than ever. Why? Countless other online businesses are vying for the same sales that you are. Managing to draw potential customers to your site is a good start, but if they find the purchasing process clunky, they won't hesitate to abandon their shopping cart. If that happens, you're handing your competitors an opportunity to make the sale…and the sale that should have been yours can result in repeat purchases and a lasting relationship with your competitor down the line. In other words, you have limited opportunities to turn website visitors into loyal customers, and you definitely don't want to waste them! This is why so many brands have questions about how to improve conversion rate, or generate a high conversion rate, through e-commerce marketing. ## Understand Your Audience The first step toward conversion rate optimization is understanding your audience. Researching your audience behaviors can help you pinpoint what's stopping them from converting so you can make the necessary adjustments on your site. Here's a list of the information you should be looking for in order to create an effective CRO strategy: - Where your visitors come from. Whether your site visitors are making their way to your site from your ads, social media, Google, or some other source, knowing this provides valuable insight into their behavior online. - Which site pages they spend most time on. Do your customers linger on your product pages, where there may be an opportunity for you to nudge them toward making a buy? Are they spending an inordinately long amount of time on the checkout page, indicating that they're having a problem completing their purchase? Knowing exactly how they interact with your site can guide you to the right optimization strategies for your needs. - Which devices they use to access your site. This is crucial information, as conversion rate optimization applies to both desktop and mobile. Identifying which device your customers use to make the majority of their purchases will help you provide a more seamless e-commerce experience. - Which pages they leave your site from. This will reveal the aspects of your site that aren't currently working effectively, and that are creating friction for customers as they shop. - How many pages they visit before leaving. This, too, will tell you what's getting in the way of that all-important sale by providing insight into the customer experience. - Demographics—age, gender, location, interests, etc. The more you know about your customers' demographic makeup, the better equipped you'll be to determine whether factors like age play a part in your conversion history (for example, if Millennials are having an easier time navigating your e-commerce experience than Baby Boomers). As you get to know your audience better, don't forget to assess any comments or complaints you get from customers that might provide additional insight into their site experience—and what, if anything, is lacking. Conducting surveys and gathering user feedback, especially when you're experimenting with changes and upgrades, are key to gauging how your users feel about such enhancements. Watch our video to learn more tips and tricks on understanding your audience from an e-commerce perspective: ## Create Compelling Value Propositions One great way to boost your CRO rates is by featuring a compelling value proposition on your site. This can attract new customers, while also building affinity with your brand and encouraging a lasting relationship with your e-commerce business. A value proposition is a brief statement that conveys why customers should choose your products, and what differentiates you from your competitors. It's not a product or service description, but more of a promise of what customers can expect from your business if and when they make a purchase. For example, beauty brand bareMinerals chose the value proposition, “Better bare skin everyday" to let customers know it's committed to using pure, clean ingredients that are good for the skin. From the standpoint of differentiation, this message is a strong one that is likely to help bareMinerals secure online sales. (Source) ## Optimize Website Speed and Performance It shouldn't come as a surprise that website speed and performance are critical when conversion rate improvement is the ultimate goal. If you hope to increase traffic, you've got to make sure your pages load quickly and are responsive when users attempt to navigate or make a purchase—and that goes for both the desktop and mobile versions of your online store. Website speed can have a huge impact on both user experience and SEO. Why? While relevance is still the top consideration for Google when it comes to search rankings, the speed with which your pages load plays a part as well. According to reports, page speed is still a ranking factor in that it helps Google evaluate your site experience. What this means is that site and page speed and performance are key on two fronts: not only does a fast site create a better user experience, thus helping you with conversion rate optimization, but it could help you optimize for search as well. You can use a content delivery network (CDN)—a network of servers that delivers content by geographic location to reduce the distance between the server and user and increase site speed—to boost your site's performance. Don't forget to adopt some other proven SEO strategies as well. ## Implement A/B Testing Remember when we mentioned experimenting with site changes to see what users respond to most? A/B testing is a big part of developing a strong CRO strategy. A/B testing, which involves testing different website elements to see which are most effective at boosting site performance and conversions, can really help you maximize your online sales. A/B testing shouldn't be a “one and done" strategy; instead, test your site on an ongoing basis to improve and refine its performance for your customers. Goals like maximizing conversions are well-served by a long-term site testing strategy like this one. ## Improve Website Navigation Every CRO effort involves an analysis of website navigation. You want your site to be easy to navigate and user-friendly to reduce friction and eliminate barriers that might get in the way of a sale. Issues with website navigation don't only impact brand perception and influence what customers think of your online business, but they can impact your SEO rankings as well. In order to boost conversion rates, consider these strategies: - Make your site categories and product pages clear and easy to understand - Make navigation elements clickable links to your customers can easily get where they want to go - Make sure every clickable image has ALT text (a line of text that describes what's happening in the image) so site users know what the image is meant to convey regardless of how they're viewing it. ## Optimize Landing Pages An effective landing page is part of every conversion rate optimization strategy for the simple reason that it's the place where a conversion is most likely to occur. You finally have your website user right where you want them, on a page that can lead to a purchase, so designing a landing page that's effective is a must. That's why you need to take full advantage of Taboola landing page best practices. The best landing pages: - Speak about the problem your products can solve, and explain how your product can help - Feature key design elements like an article title, hook, nutgraph, and clear call-to-action/CTA (more on that below) - Keep text to between 400 and 600 words and use easy-to-read font - Open links in a new window and use pop-ups sparingly Always test major elements of your landing pages, and innovate by using videos, photo galleries, and quizzes. The focus should be on user experience (our landing page checklist can help). ## Use Clear and Compelling CTAs We all understand the importance of a compelling call-to-action. CTAs are designed to incite an immediate response from consumers; feature clear, strong language; and drive conversions. Familiarize yourself with CTA for conversions strategies that you can incorporate into your e-commerce site. Be explicit about the action you want customers to take so there's no confusion on their part. The web is a cluttered place where countless actions are being asked of consumers daily, so make sure yours is concise and as easy for users to execute as possible. ## Leverage Trust Signals When consumers shop online, they want to know they can trust the brands they choose to purchase from. Incorporating trust signals into your site can build credibility and boost your conversion rate, and that makes them an important part of all e-commerce strategies. Trust signals range from testimonials provided by existing customers to positive reviews and security badges conveying a secure checkout experience. It stands to reason that delivering a message of trust to site users will make them feel more comfortable with your brand and more likely to complete a sale. ## Optimize Forms Any forms on your site—like sign-up forms that allow users to opt-in to receive your emails, free trial forms, or forms that allow users to download gift guides or white papers—can be optimized to streamline the conversion process. Luckily, form optimization is as easy as only asking users for essential information. If you require them to fill out too many fields, they're likely to get impatient and leave your site before completing their transaction. Another aspect of your forms to consider is how they indicate errors while validating the user. Truly frictionless forms: - Appear above the fold of your site page - Feature a user-friendly layout, clear formatting and instructions - Are responsive - Incorporate Autofill - Are both desktop and mobile friendly Optimizing your forms using these tips can improve your conversion rates on key actions that occur on your site. (Source) ## Use Persuasive Copywriting Words have power, right? That goes for the words on your website as well. Persuasive copywriting can have a big impact on audience engagement, so focus on language that resonates with your target demographic. That means using clear language, avoiding acronyms that users may not understand, employing active language (rather than passive) that energizes and excites the reader, and perhaps most importantly, highlighting the benefits of your products. Leverage the text on your site to tell a story about what sets your brand and products apart, so potential customers see the value in choosing your site over a competitor's. ## Provide Live Chat Support Conversion rate optimization starts with your website, but in order to generate repeat sales by making sure your customers are satisfied, you also have to provide high-quality real-time customer support. Giving customers a platform where they know they can always connect with a brand representative if needed goes a long way toward building trust in your busienss—and trust leads to more sales. These days, live chat support is a must. Many customers are already accustomed to the instant gratification of messaging apps, so providing this easy-to-use method of interacting with brand reps can boost satisfaction rates. Live chats can also provide customer insights that your e-commerce business can use to make additional improvements online, once again benefiting your conversion rate optimization goals. ## Utilize Remarketing and Retargeting Another strategy that can be extremely effective at improving your e-commerce site's conversion rates is retargeting, sometimes called remarketing. The goal with this marketing technique is to target and re-engage previous site visitors. Why? These are consumers who have expressed interest in your products, and are already on the path to purchase. They often only need a small nudge or reminder of their interest in order to finally make a buy. Native advertising through platforms like Realize is excellent at helping brands reach those qualified customers through engaging ads that blend seamlessly into the site environment. With Realize, you can retarget users who have already demonstrated interest by clicking on your previous campaign. The key is the "Campaign Clickers" option in Realize. By creating an audience within Realize where your campaign clickers or previous viewers are contained, you can easily reach users who have already leaned into your brand. Native ads are a must-have for cross-channel remarketing strategies, as they can identify and reach your site visitors wherever they are. ## Analyze and Iterate Similar to A/B testing, executing a website performance analysis on a regular basis can provide insight into how your site is doing and whether the optimization techniques you've implemented are effective. Conversion rate improvement efforts are iterative, meaning they should be reassessed and built upon over time, so don't be tempted to take a “set it and forget it" approach to CRO. Revisiting the changes you've made, both in the short term and over time, will empower you to continuously boost website performance and website optimization. You'll be able to identify additional opportunities to enhance the site experience, too. ## Post Purchase Survey Even when your goal is to secure a purchase, fulfilling a sale isn't where your commitment to your customers ends. Be sure to conduct a post purchase survey, delivered by email or right on your site, that asks site users about their e-commerce experience. When it comes to customer experience, customer retention, and conversion rate, knowing how consumers feel about your brand's site puts you in a great position to snag repeat sales and turn one-time customers into long-time fans of your brand. Ready to tackle your site's conversion rate and deliver the best possible experience for your customers? With both Realize and these strategies in your marketing toolbox, your brand will be in great shape. Get in touch with us today! --- ### World Series 2022: If Pageviews Won Games, Who Would Be World Champs? URL: https://www.taboola.com/marketing-hub/world-series-predictions/ Last Modified: 2026-06-22 08:22:20 Baseball is notoriously difficult to prognosticate. Despite the copious statistics on every pitcher, position player and batter, the element of chance reigns supreme, keeping fans guessing even into extra innings in World Series Game 7s. Who could have ever predicted that a Game 7 rain delay would help tip the momentum toward the Chicago Cubs against Cleveland in 2016? So we won't even try to tell you which MLB team will actually win the 2022 World Series. Instead, let's imagine who would prevail if pageviews — basically, fan interest — could dictate the results? We analyzed US pageview totals from its publisher partners over a 90-day period ending on Oct. 14, to pinpoint which teams fans cared to read about the most. This analysis should help publishers figure out which teams to highlight in coverage. During all sports seasons, advertisers can best reach sports fans through the publishers in our Premium Sports Package, including NBCSports and ESPN. The package is a premium collection of supply, placements and formats that helps advertisers connect with fans just as they are engaging with the content that thrills them most. Batter up! ## Division Series: Who Would Have Won Based on Pageviews? After a format change introduced more wild card competitors than in past years, eight teams made it to the Division Series. In the American League: New York Yankees (champs, Eastern Division), Cleveland Guardians (champs, Central), Houston Astros (champs, West), and Seattle Mariners (wild card). In the National League: Atlanta Braves (champs, East), Los Angeles Dodgers (champs, West), San Diego Padres (wild card) and Philadelphia Phillies (wild card). With eight teams, each league had two Division Series matchups. ### Pageviews Correctly Pegged ALDS Winners In the American League, the Guardians, the least popular playoff team with only 6 million pageviews, took on the perennially popular Yankees, with their 34 million pageviews. In real life, the Yankees won. Fan engagement would have predicted the same result.  Team Pageviews Winners New York Yankees  34,090,950   ✓ Cleveland Guardians  6,133,070 Also in the AL, the Astros (8.5 million pageviews) faced off against the Mariners (7.5 million pageviews). With similar levels of fan engagement, the Astros would have been expected to just scrape past the Mariners. In reality, the Astros swept.  Team Pageviews Winners Houston Astros 8,416,330   ✓ Seattle Mariners 7,592,050 ### Pageviews Missed NLDS Upsets The National League Division Series featured a pair of upsets in which the wild card teams eliminated division champs. In a stunner, the Phillies (9m pageviews) knocked out reigning World Champions the Atlanta Braves (11m pageviews).  Team Pageviews Winners Atlanta Braves 10,875,730 Philadelphia Phillies 9,324,350  ✓ In an equally shocking turn of events, the Padres (8.5m) eliminated the Dodgers (11.5m), who had the best record in baseball with 111 wins. In both matchups, pageviews — much like bookmakers — would have predicted the opposite outcomes.  Team Pageviews Winners Los Angeles Dodgers 11,522,540 San Diego Padres 8,457,480  ✓ ## Championship Series: Who Will Advance to the World Series? The two teams competing for the American League Championship are both fan favorites: The New York Yankees and the Houston Astros. Based on viewer enthusiasm, we could easily predict that the Yankees will prevail in the best-of-seven contest. The Yankees have nearly four times the pageviews of their adversaries!  Team Pageviews New York Yankees 34,090,950 Houston Astros 8,416,330 But will reality follow the pageviews? Maybe not. The Astros and Yankees have been locked in an intense rivalry for several years. The Astros made it to the World Series in three of the past five seasons, twice eliminating the Yankees to get there. Based on that history and this year's lineups, a lot of observers are putting their bets on Houston. In the National League Championship Series, things are topsy turvy. Both the Phillies and the Padres are less popular than the teams they eliminated. Their pageviews are not far apart; the Phillies have 9.3 million and the Padres have 8.5 million. So pageviews would predict that the Phillies would squeak out a victory, maybe by Game 7.  Team Pageviews Philadelphia Phillies 9,324,350 San Diego Padres 8,457,480 In reality, both the Phillies' and the Padres' records are as weak as their pageviews; this is the first NLCS ever to feature two teams with less than 90 wins apiece. But will the most popular of the two longshots win? So far, reality seems to be following that script, with the Phillies beating the Padres 2-0 in Game 1. What happens after that, though, is anyone's guess. A slim majority of experts are guessing the Padres will advance. ## World Series Predictions Remain Elusive In a pageview-based competition, the two most popular teams in baseball would go to the World Series, and the one with the most pageviews would win it all. That would put the Yankees (34m) at the pinnacle at the expense of the Dodgers (11.5 million).  Team Pageviews New York Yankees 34,090,950 Los Angeles Dodgers 11,522,540 Since the Dodgers have already been eliminated, that scenario can't happen. Of course, the Yankees could still be World Champs, if they get past the Astros in the ALCS. But who would represent the National League? There are only two options: the Padres, who haven't been to the World Series since 1998 (they lost) or the Phillies, who won it in 2008 before losing in in 2009. Based on pageviews, the Phillies would be the team that gets the privilege of losing to the Yankees in the 2022 World Series. The Phillies (9.3m) are just a little more popular than the Padres (8.5m).  Team Pageviews New York Yankees 34,090,950 Philadelphia Phillies 9,324,350 San Diego Padres 8,457,480 Houston Astros 8,416,330 In reality, the Houston Astros are the favorites to win the World Series. Bookmakers have them defeating the Padres to get there. But as a wise man (Yogi Berra) once said: “It ain't over 'til it's over." And watching to see what happens next is the fun of it. Gain exclusive access to sports fans across leading publisher sites like NBC Sports, Fox Sports, CBS Sports and MSN Sports. --- ### Digital Ad Trends 2024: Thriving in America Amid Recession Insights URL: https://www.taboola.com/marketing-hub/digital-advertising-predicts/ Last Modified: 2025-08-11 16:29:07 Advertising is the harbinger of economic slowdowns. Past recessions like the pandemic and The Great Recession were each preceded by a dip in digital ad spend, which acts as a crystal ball for the economy's future. This happens reliably — businesses that experience a slowdown in consumer spending naturally look to cut costs, some of which is taken from certain digital ad campaigns. When the pandemic hit, advertising spend sharply dropped by 17.5%. Branding campaigns, which are notoriously hard to attribute to revenue, were the first to go. Within a few months, that pandemic effect recovered from many new performance advertising campaigns, which were born to promote necessary products like masks, food delivery, online healthcare services, online education, and more. Today, we can tell we're in a recession based on similar trends in ad spend. YouTube and Snap are both down 25% in advertising revenue, and Twitter is down 11% below estimates, indicating a similar macroeconomic environment to 2009 and 2020. But history also reassures us that the initial drought won't last long — advertisers will double down on performance seeking clearly measurable outcomes, and some recession-resistant businesses will increase digital ad spend aggressively, capturing opportunity where others see only threat. Ad spend isn't the economy's only crystal ball. During the pandemic, we found that readership data, which tells us what America is reading about, frequently correlated to which businesses would thrive, and which are likely to be those that pivot to a focus on performance advertising. Hot readership topics often indicate people are “in-market" to sign up, try out, or buy related products. ## Analysis of 8 billion pageviews over 90 days reveals industries that will thrive despite a recession Intuitively, we see readership decline in obvious places like luxury goods and the housing market. Luxury goods from brands like Chanel and Michael Kors are being read about 52% and 38% less respectively. Cars like Ferrari and Maserati have declined by 16% and 64%. Real estate has declined by 12%, and nice-to-have gadgets like smartwatches are down by 12%. We even see people reading about Rolex, up 396%, since their second market price has taken a nosedive. (Source) We also see some categories picking up steam. This time, we expect to see similar success in travel, streaming and gaming and insurance. ### Travel Unlike other recessions, it's possible consumers will still choose to travel. Delta posted a quarterly profit thanks to a surge in flight travel. According to Delta CEO Ed Bastian, the airline saw a "massive surge in air travel this past quarter" that "continues to grow." Airbnb also predicts its revenue will grow between 69% and 75% percent next quarter. After several years of restricted travel due to the pandemic, we're also seeing signs of resiliency to a recession in our readership trends. Topics like flights are up 217%, air travel 155%, cruises 72% and trains 29%. ### Streaming and gaming People might buy less luxury goods or think twice about a new mortgage, but they're not giving up entertainment. Signs already show Netflix might be turning it around as more people stay at home to watch TV during the recession. Others like HBO and Disney+ have a growing subscriber base. Nintendo users are growing too, and now more than 10 million people have streamed an Xbox game. Readership trends tell a similar story. We've seen a surge in interest in old classics like Jeopardy, up 80%, The Godfather, up 531%, Lord of the Rings, up 1,204%, The Golden Girls, up 54% and The Walking Dead, up 149%. Similarly, popular game release Pokémon Legends: Arceus has increased in popularity by 118% in just the last 90 days. ### Insurance The demand for insurance is usually less sensitive to price or buying power. Some expect the demand for healthcare to rise during a recession as people seek help with mental health. Companies like UnitedHealth and Travelers have already reported revenue increases. Consumers online are reading about topics like health insurance and life insurance 269% and 433% more. ## Uncertainty is Best Met with Certainty: Thriving Industries Will Rely on Partners That Show Them Exactly What Happens With Their Ad Dollars In times of economic uncertainty, certainty over the impact of ad spend will be paramount. The initial downturn in ad spend today will transform, and we'll see a surge in performance-based advertising. The companies that participate will seek accountable advertising, and work with partners that can show them exactly how their spend impacts their bottom line. We now have the opportunity to see what people are curious about using readership data, as these graphs demonstrate, to predict which businesses will surge in this recession. In fact, some predict that digital advertising will continue to grow double digits in 2022, despite the recession. This extraordinary growth would indicate advertising is outpacing the economy even when adjusting for inflation. Methodology Data analysis was sourced from aggregated readership data from more than 1,000 Taboola publisher partner websites in the U.S. and our Taboola Newsroom product, which analyzes more than 8 billion page views per month. Data for this piece was analyzed from readership associated with more than 16 million page total views related to the topics outlined in each section, from May 9th, 2022 through August 11th, 2022. --- ### Future-Proofing Brands: Taboola, Forbes, Third Love, and Reddit at Zeta Live URL: https://www.taboola.com/marketing-hub/taboola-zeta-live/ Last Modified: 2025-01-14 14:35:49 Coming out of the pandemic and into new generational challenges, like high inflation, how can brands and publishers navigate the ongoing changing consumer behaviors? This question was posed by Dan Nathan, CNBC Fast Money Contributor & Principal at RiskReversal on the Zeta Live stage with Taboola CEO Adam Singolda, COO of Forbes, Jessica Silbey, Chainman and Co-Founder of ThirdLove, David Spector and COO of Reddit, Jen Wong. Below, we've highlighted stand-out questions and thoughts from the panel. You can watch the full panel here: ## How are you thinking about changing consumer behaviors during this time? The common theme among all panelists was that everyone—publishers, brands, tech platforms—have the ability to better understand consumers despite changes. In fact, the consensus was that all companies can find new opportunities to connect with customers. Singolda commented that all companies can get an accurate “pulse of humanity" in this way and on places like publisher websites, consumers tend to portray a more accurate version of themselves. “You'll never tell Facebook about your healthcare situation, but you'll read about things you're curious about," said Singolda. “For advertisers, we're trying to bubble up these readership and curiosity habits and share what people are reading as a proxy for what they want to buy." For instance, during the pandemic, we saw people were reading about face masks – and this turned out to be a multi- million dollar business within 30 days, but we knew way before. People today are interested in travel and restaurants – if you try to get a good reservation in New York City, you can't." Reddit's Jen Wong echoed the sentiment that there have been clear shifts in consumer behavior, noting moves from people reading about finance on channels like 'wallstreetbets' to employment on 'antiwork.' “Similar to what Adam mentioned they're seeing at Taboola, we're seeing at Reddit," said Wong. “Before, it was masks and office set-ups, but now, there are spikes in travel. And currently with inflation, people are asking – how do I spend, but make good choices? Similarly, our business is rooted in where people are going, what they care about and how this translates for marketers." On the publisher side, Jessica Sibley at Forbes noticed some drastic shifts towards remote work and employment, and also leaned into audience cues as an asset to drive business, partnering closer with brands that enabled that lifestyle. “It's about our audience and what they're consuming content-wise on our site. We rely on partners and on data – and saw that during COVID, our audience was focused on stimulus, remote work and learning more about the workforce. We then created an editorial engine to put out preferred content for our audiences. Then, we partnered with digital audiences to help drive accessibility. Today, we're also seeing travel and other similar content areas rise in interest." On the brand side, David Spector at Third Love highlighted that uncertain times, whether COVID or consumer pullback, gave them a chance to experiment with their media mix, and find a balance that was less Facebook/Google-heavy and more efficient at capturing more engaged customers. “We had to shift our product, strategies and supply chain – along with where we find our customers. We didn't know what they were looking for or how long this would last," said Spector. “There was a proliferation that having more publishers and platforms actually made it harder for our marketing team to decide how to spend our advertising dollars. We actually ended up reducing our Facebook spend by 40% during the pandemic, which left us extra budget to spend on other channels and platforms like Forbes and Reddit that we normally wouldn't go to." ## Looking forward to 2023: What types of qualities will set companies up for success? One key point to close out the session was around the qualities that businesses will need to survive, whether through economic uncertainty or another unexpected global event. The general consensus was that adaptability, creating a culture of 'quality', delivering actual value to customers, and even a little optimism are key to thriving. “I was that person who said, 'see you in two weeks,' but two and half years went by," said Sibley. “Now , we're still fully remote and meet at places like this. I never would have predicted that." "So much has changed for the good, and it's been interesting. We've all learned the importance of embracing a younger mindset and pivoting when needed. It takes a great operator to run a changing business. It's never easy, but optimism is key." “For the last two years, companies succeeded for no particular reason. Now, companies have to be really good at what they do to succeed," said Singolda. “You have to have all the right ingredients to build the right companies. I think people have to work hard to win, and I see this as an opportunity to re-energize and become different and better than others who may not deserve it." Spector had a similar response. “It's about two things: quality and profitability. When we look back on this era, the best companies will have survived it – we have no predictability anymore in business cycles, as this year has proven, but every good company has turned profitable and quality is what defines success in businesses." “Ultimately, everything will land in a healthier place," said Wong. “From a market and investor standpoint, it'll be a balance of growth and sustainability. From a work standpoint – all businesses will have to get stronger and work harder to achieve success, but at the same time, there's this spike in interest around adopting a southern European work-life experience – and the two things are rising at the same time. It'll be interesting to see how it all shakes out because they are in conflict with each other."   --- ### What Do Top-Performing Holiday Campaigns Have in Common? These Creative Strategies URL: https://www.taboola.com/marketing-hub/holiday-marketing-strategies/ Last Modified: 2025-02-09 14:40:27 Now that we’re in the thick of holiday season planning, there’s still time to take your holiday advertising campaigns to the next level. In fact, holiday e-Commerce sales are expected to increase by 16% in 2022, so it’s crucial that brands pull out all the stops to make sure their messaging cuts through the noise and drives conversions. Ahead of the 2022 holidays, we analyzed over 2,000 ads from the last four years of seasonal campaigns — spanning across countries and verticals. This initiative was led by the Taboola Creative Shop, a global team of strategists, data experts, designers, editors, and copywriters who provide actionable strategic creative recommendations to top advertising partners. ## Holiday Creative Strategies for Each Stage of the Funnel First, let’s unpack which types of campaigns you should launch leading up to and during the holiday season — so you can reach customers throughout the buyer journey. Based on top-performing campaigns, here’s our holiday timeline of creative strategies. ### Discovery: October 1st to 31st Over 40% of last year’s consumers started their holiday shopping in October, according to Statista. Walmart even released its top holiday toy list at the end of August in 2021. That means — short of launching Christmas campaigns after Valentine’s Day — it’s almost never too early to begin holiday advertising. (Source) Still, your October strategy shouldn’t look like your December strategy. Instead, you can use this time to reach consumers at the beginning of the funnel, in the consideration stage. This means educating shoppers who are starting to research holiday purchases, and finding ways to spread the word about what your brand has to offer. Specifically, use these creative strategies to guide your October holiday marketing: - Leverage customer testimonials. Build positive feedback into blog and landing pages with headlines like, “I Tried This Product And Love It (Here’s Why)” or “Why Customers Rate This Product 5 Stars.” - Repurpose media reviews. Similarly, use press and media coverage to create content like “What Editors Are Saying About This Product,” or “X Publisher Calls This Product The Best Gift.” - Tap influencers to spread the word. Partner up with noteworthy celebrities or online personalities who can advocate for your products. You can then build your own content around their posts with titles like, “Celebrity Expert Call This The Must-Have Product of 2022″ or “What’s On This Celebrity’s Holiday Gift List?” - Invite customers to learn more. In the discovery stage, use CTAs like “Learn More,” “Read More,” and “Sign Up” to keep shoppers informed and moving along the funnel. ### Consideration: November 1 – 25 Once Halloween is over the skeletons are back in the closet, get in front of new and loyal customers with relevant gift ideas. And deploy these creative strategies up until Thanksgiving: - Highlight family and community. Communicate how your brand and products support families and togetherness with titles like “Family-Favorite Products That Bring Us Together.” - Create personalized gift guides of your products. Now’s the time for content like “Top 10 Gifts For Mom” or “The Best Gifts For People Who Have Everything.” - Mix up your CTA buttons. In the consideration stage, you can still invite customers to “Learn More,” but also start incorporating more promotional asks like “Get Offer” and “Shop Now.” ### Purchase: Thanksgiving to Cyber Monday Here’s where the shopping really starts to ramp up. Once Thanksgiving hits, consumers flock to e-Commerce sites and retail stores for deals. This period of Thanksgiving through Cyber Monday is also known as the “Cyber Five,” and it accounts for almost one-fifth of total seasonal sales. (Source) According to the National Retail Federation, 180 million shoppers made purchases during this time in 2021, spending an average $301 per person. So, how can you reach Cyber Five buyers in 2022? Let’s take a look: - Scale up on discounts and promos. Amplify discounts in advance with titles like, “Product Deals To Watch Out For (Join The List),” and in the moment with messaging like, “Cyber Monday Product Sale Is On (20% Off!)” - Create product-first visuals. Don’t be shy. Put those products front-and-center, and pair them with holiday graphics and visuals for the season. - Make shoppers’ lives easier. Cut through the noise and alleviate the stress of holiday shopping with straightforward campaign copy. Also, use clear and direct CTAs like “Buy Now” or “Book Now.” ### Urgent Purchase: December 1st to 25th Now it’s crunch time! Those last-minute shoppers are looking to finalize their gift purchases, finish planning their parties, and cross everything off their lists. As Statista reported, 12% of holiday shoppers don’t even start their buying process until December. You can help them find exactly what they’re looking for with these strategies: - Make a last-minute sales push. For shoppers who are in a rush or taking time to compare options, remind them why your product is unique with titles like “This 5 Star-Rated Product Gives Back” or “Innovative Product Technology That’s First To Market.” - Highlight convenience options. Address supply chain and shipping concerns head-on with messaging like, “Still In Stock: Best Gift For Dad (Pick Up Available),” or “Last Minute Gifts That’ll Arrive In Time (Pay Later).” - Create images that highlight product benefits. Don’t just wait for customers to read your copy. Call out key features and benefits in images, and show your product in action. ### Refresh: December 26th to January 15th The season isn’t over once Christmas comes to an end. Even after the big holiday rush, advertisers have an opportunity to push clearance promos and retarget customers with more product recommendations. In fact, we refer to this period from Christmas to early January as “Q5,” since it’s lumped together with the end of the holiday season and not quite part of the new year’s strategy yet. So, before you dive into Q1, here are a few creative strategies for making the most of Q5: - Recap your best-selling products. Some customers might’ve missed out on the hot-ticket items of the holidays. If you still any in stock, let shoppers know they can grab some for themselves. - Promote clearance sales. Looking to clean out inventory for the new year? Drive those last-minute purchases with ads that include clear visuals of available products. - Showcase what’s new. Promote your best products of the year, or what’s new for customers looking to refresh for the new year. More on this in a future blog post! ## Holiday Creative Strategies for Top Verticals We also saw creative trends emerge across key holiday shopping verticals like beauty, health & fitness, and technology & electronics. With these category-specific tips, you can help improve campaign performance and create more eye-catching ads. ### Automotive Instead of just showing people driving, use visuals of cars being delivered, parked, and gifted. Also, consider including detail shots of the car’s key features. When it comes to crafting ad titles, highlight low pricing deals and best-of lists for seasonal car purchases. ### Beauty Feature images of smiling people applying the product to the targeted area. Also, use titles that call out the audience directly and feature expert opinions. ### CPG Use close-ups of food and beverage products either being prepared or served. Meanwhile, titles can include recipes, health and nutrition facts, reviews, discounts, and delivery offers. ### Business & finance Showcase images of leadership figures, professionals, and financial products. Top headlines also included quotes, studies, rewards or bonuses, audience callouts by location, and guides for success. ### Health & fitness Use visuals that feature health and wellness solutions, people working out, and celebrity endorsements. Support them with headlines that call out audiences, reference current events, and communicate how your products can improve people’s lives. ### Technology & electronics Feature images of the product itself, or of consumers using it, in relevant settings (ex: home offices, gyms, recording studios). Top-performing titles also included device callouts and references to gifting. ### Fashion & apparel Create images of the people and products in context it’s used within, such as someone wearing a raincoat during a storm. Also, consider using visuals of a product held in someone’s hands. Pair these images with fashion ad copy that references designers, descriptive benefits, or seasonal promotions. ### Home & lifestyle In your images, feature people making repairs, projects that are a work-in-progress, and eye-catching settings. Also, use headlines that refer to specific rooms in the house, average costs, ways to save, and what’s new in home design. ### Travel The most engaging visuals in travel ads highlighted happy people experiencing culture, unique locales, and holiday decor. Meanwhile the best-performing titles referred to experiences, discovery, and traveling or gifting for the holidays. ## Your How-To Guide to Holiday Creative Here, we’ll dive into some more high-level, expert-led creative recommendations to help you easily outline your 2022 holiday creative strategy. ### Repurpose content for engaging landing pages When it comes to creating holiday messaging and landing pages, you don’t have to start from scratch. Use these tips to make the most of your resources: - Adapt evergreen content. Take your top-performing content and make slight changes to repurpose them for the holiday season. - Tell your own holiday story. Consider telling the story of a brand ambassador or mascot, or even retelling a holiday classic in relation to your brand’s product or service. - Put together a quick listicle. Bite-sized content lists are holiday gift guide winners, especially when you list out all of your best products. ### Use ad formats that drive conversions Even if you’re already launching social and search campaigns, Taboola’s content recommendations can help you increase scale on the open web. As the largest content discovery platform, Taboola distributes ads across our network of premium publisher properties. And, as the IAB found, 84% of consumers say seeing ads within new sources increases or maintains brand trust. In fact, Taboola’s range of ad products and formats are proven to uplift performance advertising. According to data from 2020-2022, over half of advertisers saw an 84% increase in conversion rates on average by launching campaigns on the Taboola network. Going further: - Motion ads, which move for up to 15 seconds, can increase purchases by 20% and decrease CPA by 15%. - Ad descriptions, which can be added onto image and video ads, can increase purchases by 10% and decrease CPA by 10%. - CTA buttons can increase purchases by 14% and decrease CPAs by 14%. ### Implement best practices for titles and visuals Taboola also recommends using these creative best practices for better-performing images and copy: ### Titles and descriptions - Create a sense of urgency - Tap into FOMO (fear of missing out) - Call out prices and affordability - Be bold with terms that action, authority, and trust - Use Dynamic Keyword Insertion (DKI) to automatically adapt titles to each user experience (ex: based on location, day of the week, or device) ### Images - Crop visuals with a medium zoom - Incorporate bright and bold colors - Keep backgrounds neutral ### Motion ads - Use slow-paced, subtle movements - Edit multiple images into a moving carousel - Zoom in or pan on your best static images ## A 6-Step Holiday Creative Checklist You thought we were done? Not just yet! Now that we’ve outlined the top creative strategies, themes, tools, and best practices for your holiday campaigns, we’ll leave you with a simple checklist to help you start implementing these tips: - Look at past market insights. Did they align with your own previous holiday performance insights? - Consider Taboola’s trends & learnings. How do these annual and monthly creative trends impact your creative planning? - Plan predictions & disruptors. Follow Taboola’s tips for success to combat potential disruptions and plan for the future. - Avoid predictable messaging. Take your ads to the next level to meet the needs of today’s consumers. - Use Taboola’s recommended Creative Strategy themes. Create campaign assets based on recommended themes, rooted in insights & trends. - Follow Taboola’s holiday creative timelines. Evolve your holiday creative accordingly based on the full-funnel timeline. From here, we wish you a very merry and happy holiday season, filled with all the leads, purchases, and lower funnel conversions your infrastructure can handle. Not to mention countless happy customers, 5-star reviews, and success stories. With that, you’ll have a ton of data and insights from this holiday season to begin writing your playbook for the next one, where you can repeat, ideate, create, and elevate all over again. --- ### Holiday Marketing Insights: Let It Snow Revenue in 2022 URL: https://www.taboola.com/marketing-hub/holiday-marketing-insights/ Last Modified: 2025-02-18 09:10:11 Sleighbells might not be ringing yet, but Christmas is already occupying consumers' and advertisers' brains. Half of American winter holiday shoppers plan on starting their shopping by October 31st. That means you must launch your campaigns now, analyze campaign performance early, and optimize, optimize, optimize. And, of course, we're here to help! Our Creative Shop team, which delivers everything from creative strategies and analysis to the creation and enhancement of creative assets, has sliced and diced billions of data points to reveal relevant and strategic recommendations you can use to enhance and power your holiday campaigns. There's a lot to break down, so we've divided our learnings, tips, and tricks into two parts. This first post will take a high-level look at the general market outlook, predictions, and disruptors you need to know, followed by the insights we've gleaned and trends we've seen from years in the business. ## The Three (Advertising) Wise Men: Data, Insights and Trends Meet the three Wise Men who will bring you holiday gifts all season (and year) long: data, insights, and trends. When you combine the learnings each of these generates, you can infuse your creative strategy with dynamic campaigns that target the right audience, on the right channels, at the right time, and with the right message. Diversification is the key to success. Diversification needs to happen in your media mix and creative strategy if you want to drive results. Consumer trust has hit an all-time low on most social and search platforms. So, who do consumers trust? News outlets. The IAB found that 84% of consumers feel that advertising within the news either increases or maintains brand trust. When your ads appear on preferred news sources through content discovery and recommendations, that trust transfers to your brand, making consumers more likely to purchase your products. A recent Kantar study revealed that adding Taboola to your marketing mix for brand awareness campaigns provides a significant uplift, increasing top-of-mind awareness by 26% for social and 38% for video. According to Taboola data from 2020-2022, 59% of advertisers saw an average conversion rate increase of 84% and secured higher scale through creative diversification on the Taboola network. Creative diversification is the top way to beat creative fatigue, elevate campaign narratives and deliver the most relevant content recommendations to consumers. Now, we're not saying you need to put all your holiday campaigns under the Taboola Christmas tree, but if you want to have a merry and bright Q4, Taboola's network and audiences will definitely get you there! ## Ho, Ho, Holiday Market Insights Consumers are coping with serious variables this year: an unstable economy threatened by inflation and pandemic-induced supply chain issues that make some items hard to come by. Even with all that and tons of other pressures, consumers are still planning to spend this holiday season. According to Deloitte, retail sales are forecasted to increase 4-6%, totaling $1.45-1.47 trillion. E-Commerce sales look promising, with estimates indicating 12.8-14.3% growth from last year (between $260-$264 billion). Beyond the numbers, Deloitte points out a key driver for e-Commerce brands that want to be successful. Given that inflation will drive prices higher, consumers will look for online deals that make the most of their budgets. E-Commerce retailers who offer consumers convenience and affordability along with in-demand products will win the holiday season. There are four critical market trends that you need to consider when tailoring your creative messaging to address consumer concerns. The strategy tips below are suggested by the Taboola Creative Shop to implement these trends. ### Early Messaging Converts According to Statista, US consumers no longer wait for Black Friday to kick off their holiday shopping. Over 40% begin buying presents by the end of October, and another 25% start before Thanksgiving. Strategy: Launch campaigns now to capture the swaths of early shoppers is a must. ### Reviews Influence Purchases Consumer reviews are the number one factor when it comes to making purchasing decisions. In a Statista survey, 85% of respondents said reviews are very or somewhat influential, followed by info on company websites (82%) and ads (71%). Strategy: Provide incentives to today's shoppers (and even those who made recent purchases) to leave reviews and testimonials, such as a percentage off their next purchase. Replicating this word of mouth marketing in ad messaging builds trust with consumers. ### Availability Fuels Conversion The sting of supply chain issues is far from over, and last year proved that consumers can be fickle. When items were out of stock at their favorite retailers, 70% of consumers bought from other brands instead of waiting. Strategy: With 51% of early shoppers concerned about availability and 45% worried about long lead times, ensuring you have the right products in stock is crucial. Make sure you are communicating to your customers timely updates on stock and availability, including messaging like “almost gone", “still in stock", “ships before Christmas, “arrives in time", etc. ### Owned Media Builds Trust Buyers are looking for more than the best deal; they want the best deal on the best product. Half of consumers reported checking out a brand's website to understand product benefits better. Strategy: Emphasize what makes your products unique and appealing, and boldly highlight those features on your website. ## Taboola's Strategic Advice to Combat Potential Disruptions Market predictions and disruptors significantly impact how consumers behave and engage with ad campaigns. In years past, getting goods from Santa's workshop to your warehouse and then into consumers' hands was a pretty straight path. Today, it's full of curves and potential roadblocks. Here's what you need to know and the strategies you should employ to make 2022 holiday sales smooth, steady, and profitable. ### Brick & Mortar Retail Growth As people continue to doubt availability and shipping times, retailers that embrace and promote the Buy Online, Pickup in Store (BOPIS) model have an opportunity to capture even more sales. 70% of consumers say BOPIS improves the shopping experience, and they appreciate the convenience it offers. 41% of retailers reported BOPIS shoppers purchased an additional one or two items and 24% noted that average order size increased by five items or more. Strategy: Projections for brick-and-mortar retail growth are high, set to increase 0.9% this holiday season. Guarantee your stores earn as much revenue as possible by offering BOPIS coupled with in-store specials. ### E-Commerce & M-Commerce Growth M-commerce (mobile commerce) has been gaining steam steadily for the past few years; this year, it will represent nearly half of holiday e-Commerce sales. Consumers demand a smooth shopping experience, so pay extra attention to how your site renders and functions across all devices. Strategy: Ensure landing pages and the entire online shopping experience are mobile-optimized and easy to navigate. ### Cyber Five Decline Last year, online retailers saw a 1.4% decrease YoY for sales during Cyber Five, the five days between Thanksgiving and Cyber Monday. With consumers shopping earlier and returning to in-store shopping, retailers need to rethink their promotional schedule and offer significant deals earlier in the shopping season. Strategy: Think of October and early November as prime shopping times and spread out your promotional cycle to entice people to purchase items in those early weeks. ### Economic Climate & Value An unstable economy and high credit card interest rates have led 80% of consumers to embrace the Buy Now, Pay Later(BNPL) model. Even though they will spend more this holiday season, they'll try to alleviate financial burdens by fanning out spending and using BNPL. Strategy: Make sure you offer BNPL options and that it is easily accessible on the checkout page. Compliment that with a focus on affordable choices, great value deals, and ongoing promotions. ### Supply Chain Issues Consumers continue to be impacted by supply chain issues, finding the products they want are out of stock or only available in limited quantities. To combat potential problems, concerned shoppers will track down most-wanted items far in advance or contact retailers directly about stock inventory. Strategy: Be direct about availability in messaging. Consider encouraging consumers to buy ASAP with language such as 'while supplies last' and 'limited availability.' ### Evolving Retail Calendar If you haven't been paying attention, throw the old holiday shopping schedule out! Consumer spending used to be predictable, occurring within a small window. That window is now the size of a whole house due to consumer preparedness, supply chain hiccups, and an unpredictable economy. Strategy: Everything is flexible now. Be ready to adjust promotions and campaign messaging regularly and on the fly as trends change and evolve. ## Taboola: Unwrapping Data Insights At Taboola, our proprietary data and technology are the gifts that keep on giving – giving us unique insights and revealing trends you can use to craft the most irresistible click-worthy campaigns. ### Readership Trends Categories earning the highest volume of pageviews and readability indicate a clear sign of reader interest. Typically we see the same verticals appear at the top of the list each holiday season, so items that fall into those categories should be hot sellers again this year. Last year, the top four shopping categories were: - Technology: 101.7 billion pageviews - Health and fitness: 21.6 billion pageviews - Food & drink: 15.5 billion pageviews - Style & fashion: 14.5 billion pageviews Leverage this readership data to engage customers and sell more by focusing your creative messages on three key points: Talk about a product's unique technology: When consumers compare tech products, they want to understand what makes one item better than another or what special bells and whistles are offered. Don't be shy and modest about what you're selling! Use direct messaging and point out why other consumers love the item. Bonus: Pull in some social proof from the customer recommendations and reviews you've collected. Communicate how your product can help improve a potential customer's health or lifestyle: For health and lifestyle products, consumers are looking for product benefits, ease of use, and quality. Let new customers know if something is easy to put together, does a body good, or is loved by your audience. Include messaging related to financial savings or the promotional value offered: People can't resist a good deal (hello, FOMO) and won't pass one up these days. Highlight any discounts and when those deals will end to spur people into action, help you secure early sales, and put you closer to meeting your Q4 goals. The big takeaway: No matter the product category, use your creatives to entice customers with the most compelling product features and exclusive pricing. ### Keyword and Image Trends Consider Taboola Trends your personal elf, funneling secrets from Santa's workshop. Each week it analyzes some 75 million clicks and 50 billion impressions from native ad campaigns across the Taboola network, revealing which keywords, images, and video scenes drive the most clicks and engagement. Build data-backed campaigns by incorporating those insights. The result will be better-positioned ads that resonate with audiences and generate results. When combining the trends that drove engagement across the Taboola network in previous holiday seasons with what's working today, here are the ideas you should take advantage of for your 2022 holiday campaigns: However, check Taboola Trends frequently so you can update campaigns and use fresh data. ### Performance Trends Let's look at the most powerful approaches brands used over the past couple of years to connect with consumers and boost campaign performance. In 2020, advertiser messages empathized with consumers and were sympathetic to the pandemic's impacts and the corresponding financial uncertainty. The highest converting ads focused on educating audiences, promoting ways people could save money, and accentuating the long-term value of products. Our analysis of 2021 campaigns provided somewhat of a different picture. High-performing campaigns unfolded in a specific order, aligning with key dates and consumer behaviors. The creatives started with product-focused, descriptive, and informative messaging, followed by promotions, pushing gifts, and amplifying what's new. Breaking it down further, we compared YoY advertiser performance for October, November, and December of 2020 and 2021 to pinpoint performance-based creative trends that produced high engagement and conversions. Consumers were drawn to the same types of ads both years, implying that they should again resonate with shoppers this year. Consider implementing these strategies: - October: For top-performing ads, launch campaigns early and include informative content inclusive of reviews and testimonials. - November: Keep creatives focused on family, nostalgia, and community themes, followed by gifting-first promotions & offers. - December: Achieve higher engagement by balancing holiday-themed ads with direct messages about product benefits, unique differentiators, and urgency. Bringing it back to the last 90 days, we've seen a notable uptick surrounding holiday-related keywords across the Taboola network and our publisher partners' organic content. This confirms the theory that consumers aren't wasting any time and have already started to prepare for the holidays as early as June and July, with more significant increases emerging in August. Here's what's trending now: ## But Wait, There's More… This is only the beginning. Stay tuned for part two, which will cover data-backed strategic creative themes to help you build a full-funnel approach, vertical-specific creative tips, content trends, actionable best practices, and much more! ! --- ### Prepare for the End of Third-Party Cookies: Advertisers Can't Afford to Wait URL: https://www.taboola.com/marketing-hub/google-third-party-cookies/ Last Modified: 2025-05-05 09:50:45 You've probably heard more than once about Google eliminating third-party cookies in Chrome. It was initially announced in the beginning of 2020, but third-party cookies are still here and Google keeps delaying its plans. So, what is going on? Before we dive in, let's learn more about third-party cookies. ## What are third-party cookies? Cookies are small bits of information that are being stored in our browsers. They're mainly being used to store behavioral and preferences data in order to help websites provide a personalized experience. Third-party cookies specifically are cookies that listed under a different domain than the one you are currently browsing and mostly used for collecting data across several websites. ## Why is Google eliminating third-party cookies? In 2019, Google announced that it is going to eliminate third-party cookies support in Chrome in order to provide a more private and safer browsing experience. Google then established the Privacy Sandbox initiative with the goal to collaborate with the advertising ecosystem to develop a privacy preserving protocol that will replace third-party cookies and cross-sites tracking. ## How are third-party cookies going to be replaced? Privacy Sandbox initially introduced a new in-browser algorithm based mechanism named FLoC (Federated Learning of Cohorts). The idea behind FLoC was to group people with similar interests together: NBA fans, foodies, yoga lovers, etc., instead of targeting individuals. The end result for the user is indistinguishable, but advertisers will have to adjust to the new way they collect their data. Unfortunately for Google, FLoC was not received with open arms by the adtech industry and regulators. It was criticized by the Electronic Frontier Foundation who said it was the opposite of privacy preserving technology. In early 2022, Google reached an agreement with the CMA (Competition and Markets) Authority) in the U.K. and announced that they would work together, and are committed to resolve any concerns. The company also announced they'd drop FLoC and start developing their new mechanism called 'Topics." Topics will allow the browser to learn about a person's interests from data over the most recent three weeks. When a person visits a site that works with Topics, this person's browser will randomly share three topics that this person is interested in from within this site, and the site will be able to use this information to show personalized ads. Google will also allow interests to be pulled from user reviews, allow users to remove the topics that are assigned to them, and even to opt-out from the Topics service, which in theory should give users better transparency and control of the data they share with websites. The disagreements and critics along the way, together with the complexity of this project caused Google to delay the third-party cookies sunset twice since they originally announced it in 2020, from 2022 to second half of 2023 and now to the second half of 2024. ## What should you do and how should you prepare as an advertiser? What should you do, you ask? We gathered a list of recommendations that should help you stay ahead of the curve: - Put first-party data first. Invest in building a healthy and strong first-party data collection infrastructure. Third-party cookies are going away, but first-party cookies are here to stay, and it's time to start utilizing them. Understanding who your customers are using your own data is a good starting point for finding more customers. Integrating your first-party data into your advertising platforms can also help you achieve great results. Advertisers will have to get more creative and come up with new ways to encourage users to share their data with the brand. - Test the waters. As good pieces of data are getting harder to find, invest more in performing lift and GEO tests in order to understand the incremental conversions value of each of your marketing channels and platforms. Lift tests are designed to tell the incremental return and causal effect of a specific marketing channel by applying it to one group and hiding it from another group. GEO tests can help with determining the efficiency of a specific marketing effort using two different GEOs that are similar in their characteristics (same language or seasonality for example) while one group is exposed to the marketing activity we want to test and the other is not. - Context is king. While many platforms will lose the ability to track users across different sites, contextual targeting will make sure you put your ads in front of a relevant audience. - Utilize cookieless methodologies. MMM (Marketing Mix Modeling) is a great example of a cookieless methodology of how you can use an aggregated and privacy preserving version of your data by feeding it to a multi-linear regression model that calculates the impact of each of your marketing channels to help you understand how to shift you media budgets between different channels. ## Don't wait for third-party cookies to crumble Even if being delayed, the third-party cookie depreciation is something we can't ignore. It's going to affect the entire digital marketing ecosystem and drastically change the way we do things online. Google's recent announcement on the delay buys advertisers and publishers some more time to strategize and re-model their digital marketing infrastructure, but the sooner they start implementing these changes, the more prepared they will be when third-party cookies crumble. --- ### NFL Fantasy Draft Finds Out: When Covering Football, Does Performance Matter? URL: https://www.taboola.com/marketing-hub/nfl-mock-draft/ Last Modified: 2026-06-22 08:49:51 Gain exclusive access to sports fans across leading publisher sites like NBC Sports, Fox Sports, CBS Sports and MSN Sports. Learn more here.  Are you ready for some football? If you're like us, you've been ready. Maybe you passed the long weeks of summer planning your fantasy football draft strategy. But how do you put together the perfect fantasy team? Do you crunch each player's stats, or go with your gut? Search for underappreciated players, or make a rush for the stars? We're all about the numbers. So we concocted our own fantasy football draft, based solely on which players and teams rack up the most pageviews. After all, the players people are reading about online must have something going for them, right? Below, we've compared our top pageviews picks to NFL.com's draft breakdown. For clarification, players and teams who have a N/A next to their name in the data mean we have not seen a sufficient amount of articles published about them across our US network. Would a draft based on pageviews alone create a winning team? You be the judge. If you're a publisher, the bruisers at the top of the Taboola draft should be the focus of your coverage. They're the ones people are paying attention to this season. And if you're an advertiser, know that the publishers that belong to Taboola's Premium Sports Package, including ESPN and NBCSports, have their eyes on the ball — and the eyeballs on their content. You can learn more about Taboola's Premium Sports Package here. Our fantasy football draft is fun, but it's not just for fun. Studying which players top the ranks gives us insight into what types of articles earn the most traffic, and therefore, the most ad revenue. ## Quarterbacks Setting multiple NFL records in 2021 — first quarterback with 100 touchdown passes and 30 rushing touchdowns in his first four seasons— it's easy to see how the Buffalo Bills' Josh Allen gets tapped in the early rounds of fantasy football drafts. And yet, Allen isn't the QB with the most buzz online, by a long shot. That distinction (dubious in this case) goes to Deshaun Watson, with 21,437,790 pageviews. It's not his forward pass that keeps the Cleveland Browns QB front and center, unfortunately. It's his alleged behavior; Watson is serving a suspension due to multiple accusations of sexual assault and sexual misconduct. If you're looking to cover players who perform well on the field and pique viewer interest, look for the crossovers in these lists — those who rank high on both the Taboola pageview draft and the average fantasy draft. Patrick Mahomes pulls that off, getting drafted in Round 3 on average by fantasy managers, and ranking in the Top 6 for pageviews. And that's no wonder, when the Kansas City Chiefs quarterback routinely passes for 300 yards in a game and makes trick shots that become viral videos. ## Running Backs Picking a running back first is a popular fantasy football strategy, so it tracks that all six of the most popular RBs are commonly picked in Round 1. But some of the players with the most pageviews don't typically get picked first. Take Saquon Barkley, who fantasy managers might avoid due to his serial injuries. The New York Giant's top ranking in pageviews may be due in part to excitement over a prospective healthy comeback, but trade rumors and his own outspoken reaction to criticism probably help too. For crossover coverage, you can't go wrong focusing on Christian McCaffrey, who almost always helps fantasy teams win — when he's healthy. The Carolina Panther also garners a lot of pageviews, perhaps because his injuries put him in the news. ## Wide Receivers Why is Cooper Kupp so often picked first in fantasy drafts? Well, when you're a Super Bowl MVP, an Associated Press Offensive Player of the Year and win the receiving triple crown, that kind of thing tends to happen. Despite his on-field achievements, the LA Ram isn't anywhere near the top of Taboola's draft picks. Based on pageviews, we'd draft Tyreek Hill first. Recently traded to the Dophins by the Chiefs, Hill tends to grab attention with controversial comments. But as with QB Watson, a lot of attention isn't always positive; some of the coverage people view about Hill is about his past domestic violence allegations. To hit the sweet spot between performance and audience attention, shine the light on Davante Adams and Deebo Samuel. Both get drafted in the second round on average. Adams, a favorite due to his solid performance on the field, is probably getting more attention since the Green Bay Packers traded him to the Raiders. Samuel recently joined the ranks of the Top 20 NFL players, and off the field he's been the subject of interest due to his contract negotiations with the San Francisco 49ers, not to mention some personal gossip. ## Tight Ends Tight ends don't get picked up in fantasy drafts as quickly a QBs, running backs and wide receivers. But Travis Kelce and Mark Andrews do better than most, both going in the second round on average. Andrews has worked his way to the top of the draft by improving his game every year for the Baltimore Ravens, but he's no pageview star. Kelce, on the other hand, is a crossover success. His prowess on the field wins him peer recognition as one of the Top 10 players in the NFL, and some even call him the best tight end ever. Off the field, he gets attention with his business and charity ventures. ## Flex Drafts When filling out a fantasy football team, your flex spot is your ace in the hole, generally a chance to add a running back or wide receiver. The top fantasy team flex picks are mostly running backs: Jonathan Taylor (Indianapolis Colts), Austin Ekeler (Los Angeles Chargers), Derrick Henry (Tennessee Titans), Christian McCaffrey (Panthers) and Dalvin Cook (Minnesota Vikings). It seems that wide receivers get more pageviews than running backs. In Taboola's pageview-based draft, the Dolphins WR Hill comes up on top (as noted before, due to controversy), followed by solid receivers Adams and Samuel. Once again, Adams and Samuel are the best picks for crossover coverage, with solid rankings on the field and on the Internet. ## Kickers Like Rodney Dangerfield, kickers don't always get much respect. They tend to get picked later in the fantasy draft, with the highest-ranking kicker on this list, Justin Tucker, going in round 7 on average. And on pageviews? People just don't Google a kicker's name that much. The Cincinatti Bengals' Evan McPherson is wildly popular — for a kicker — but even he only gets 66,130 pageviews as the No. 1 pick in the Taboola draft. That's orders of magnitude less than the top view-getting players in every other category. And many of the kickers we looked at don't register at all. For crossover coverage, go with Tucker. He has almost as many pageviews as McPherson, and ranks higher on fantasy rosters. ## Defenses Managers generally choose a whole defense for their fantasy team during the second half of the draft, so you won't see any Round 1 or even Round 5 choices here. When they do get around to picking a defense, a lot of people choose the Buffalo Bills, who were good defensively last year and made some great additions in the offseason. Equally popular are the Indianapolis Colts, who have also added talent since 2021. But none of the defenses that fantasy managers love get as many pageviews online as Taboola's top pick: The Cleveland Browns. Maybe that's because news reporters find more to say about the negative, and the Browns' defense clearly needs work. If you want to focus coverage on a defense that performs well and gets a lot of attention, it'll have to be the Dallas Cowboys. At No. 10 in the average draft, they're no slouch as a fantasy pick. And their relative success with pageviews is probably based on their overall popularity as "America's Team." In the end, it turns out that crafting a lineup using pageviews alone might not propel your fantasy team to the Super Bowl. While many players earn lots of pageviews due to their on-field achievements, others get them through controversial comments or even bad behavior. But for publishers and advertisers, there's a clear middle path through all of these statistics that leads to fan-pleasing coverage and higher sales: You can't go wrong featuring the players who both achieve and entertain. --- ### Native Advertising vs Content Marketing: Key Differences URL: https://www.taboola.com/marketing-hub/native-advertising-vs-content-marketing/ Last Modified: 2025-06-22 08:35:21 Online attention spans are notoriously short, so getting your message seen and heard through the noise is like trying to have a conversation at a rock concert. But with strategic uses of native advertising and content marketing, you’ll have two powerful ways to connect with your audience effectively, rather than shouting at them. Let’s break down the key differences between native advertising and content marketing, and explore when to use each approach. ## What Is Native Advertising? If you’ve ever scrolled through your social feed and did a double-take upon realizing something was actually an ad, not a regular post, that’s the magic of native advertising in action. Native ads blend in with content while standing out in all the right ways. Still, native advertising shouldn’t be sneaky. It’s about creating ads that respect the user’s experience while delivering your message — in other words, it adds to the conversation, instead of rudely interrupting it. Native ads show up in all sorts of places consumers are online, including: - In social media feeds, looking like regular posts. - At the bottom of news articles as “recommended reading.” - In search results, marked as “sponsored” but fitting in with organic results. - Within content platforms like YouTube, TikTok, or podcast episodes. ## How Does Native Advertising Work? Native advertising doesn’t look like your run-of-the-mill ad that’s easy to spot in the wild, which is why native ad placements may be harder to find. Publishers provide specialized content slots within their regular content flow, whether that’s in social media feeds, article pages or search results. Native ad placement typically involves: - Creating platform-specific content that matches the host site’s tone and style. - Working with publishers or social platforms to ensure proper placement. - Targeting specific audience segments based on behavioral data. - Monitoring and optimizing performance in real-time. - Ensuring clear disclosure of the content’s promotional nature. The technology behind native advertising has become increasingly sophisticated, allowing for real-time optimization and more precise audience targeting. Programmatic native advertising platforms now use artificial intelligence (AI) to match content with the most relevant audiences and context for ultimate brand suitability, too. ## Pros and Cons of Native Advertising ### Pros - Attracts eyeballs quickly, ensuring your content is seen by the right consumers. - Blends in naturally so it doesn’t look like a gimmick or ad. - Super targetable to reach your ideal audience with pin-point accuracy. - Easy to test and iterate, with quick feedback on what works (and what doesn’t). - Scalable from one-off ads and projects to major campaigns. ### Cons - May be cost-prohibitive, especially in more competitive niches. - Needs constant attention in terms of content and budget allocation. - Depends on the platform — you’re playing in someone else’s sandbox. - Requires disclosures that walk the line between natural and transparent. - Comes with some creative limitations and different rules for each platform. ## Examples of Native Advertising - Sponsored articles on news websites. - Promoted social media posts. - Recommended content widgets. - Sponsored listings on search engines. - In-feed ads on social platforms. - Brand content on video platforms. ## When To Use Native Advertising Timing is everything in marketing. Here’s when native advertising makes the most sense for your campaigns: - When you need results fast. - During product launches when reach/impressions count. - For an end-of-quarter push to hit your numbers. - When you’re testing out new markets or audience segments. - To get a great piece of content more exposure than you’d get organically or through traditional advertising. ## What Is Content Marketing? Content marketing is your brand’s long game. It’s a library of valuable resources for your audience that drives revenue, in the simplest terms. It involves creating content that your audience wants to consume, share and revisit. Content marketing is all about value, through content formats such as blogs, articles, white papers, eBooks, and social media posts. Unlike native advertising’s pay-to-play strategy, content marketing earns attention by delivering consistent value. The aim is to become a go-to expert in your industry or niche so that people naturally come to you repeatedly for advice or help. However, creating good content isn’t cheap. The average cost of a content marketing campaign runs anywhere from $6,000 a month for a smaller business or brand, up to $60,000 monthly for an enterprise business, according to Siege Media. The ROI, though, may be worth the effort, according to the 2023 IAB Internet Advertising Revenue Report. “Search has seen a $4.4 billion increase in revenues in 2023, which equates to a 5.2% annual growth and an impressive $88.8 billion in overall revenues,” the IAB report states. “While it continues to have the largest market share (39.5%), its YoY growth is slower than the digital industry as a whole.” Digital video now accounts for nearly a quarter (23.2%) of all ad revenue, or $52.1 billion. Meanwhile, digital audio, including podcasts, streaming music, and streaming radio, earned $7 billion in revenue, about 19% growth compared to the year prior, the IAB reported. ## How Does Content Marketing Work? Content marketing, especially good content marketing, takes time to see results. Think of it less as a sprint and more like a marathon: You’re building your brand’s endurance and strength over time through: - Creating valuable, relevant content that solves real problems for your audience. - Distributing it across owned channels (your website, blog, newsletter, etc.) that you control. - Optimizing for search engines (SEO) to attract organic traffic. - Building relationships by delivering consistent value and expertise. - Establishing thought leadership authority in your niche. The magic happens when your content starts working for you 24/7, bringing in new customers and leads around the clock. The key to making content marketing work is having different tiers of content that take your audience from the top of the funnel (TOFU) to the bottom of the funnel (BOFU) where they’ll eventually transact or do business with your brand. ## Pros and Cons of Content Marketing ### Pros - Builds long-term audience relationships. - Creates lasting brand authority and trust. - Generates organic traffic. - Lower long-term costs. - Adds value over time. - Supports multiple business objectives. ### Cons - Takes longer to see results. - Requires consistent work/fine-tuning. - Need for regular content updates. - Initial investment in content creation/production. - Competitive content landscape. - ROI is harder to measure. - Susceptible to search platform algorithm volatility and policy changes. ## Examples of Content Marketing - Blog articles or posts. - Videos or webinars. - eBooks. - White papers or case studies. - Newsletters. - Infographics. - Social media posts. - Podcasts. ## When To Use Content Marketing Content marketing makes the most sense in certain situations, but you need to feed the content beast with an up-front investment in creating high-quality, engaging content. The more evergreen your content is, the more staying power and relevance it has with your audience. You might want to use content marketing to: - Get regular, long-term organic traffic. - Promote specific products or services. - Reach a targeted audience. - Create multiple touchpoints in your sales funnel. - Test different content approaches and topics. - Support a product launch or campaign. ## Similarities Between Native Advertising and Content Marketing Native advertising and content marketing are less in-your-face approaches than traditional advertising methods. Both strategies prioritize valuable, relevant content to build trust, credibility, and authority with a target audience, both now and over the long haul. Great storytelling that entices your audience to engage with your brand is at the heart of these gentler approaches to grabbing attention. ## Key Differences Between Native Advertising and Content Marketing While both of these strategies engage audiences more subtly than traditional ads, they differ in their approach and execution. Content marketing focuses on creating and distributing useful, relevant content to attract and retain a well-defined audience. This ultimately drives profitable customer engagement, resulting in conversions. Brands use content marketing to establish themselves as a trusted authority rather than relying on overt promotion, providing genuine value through educational or entertaining content that addresses audience needs or interests. On the flip side, native advertising is a form of paid media that matches the form and function of the platform on which it appears, blending in seamlessly with the editorial content around it. While content marketing typically lives on brand-owned channels, native ads are placed on third-party platforms and are designed to look and feel like the surrounding editorial content (hence “native” advertising). Still, brands must disclose these ads as sponsored or promotional content. Native advertising is aimed at reducing audience resistance to promotional messages through a format that seamlessly blends in with the user experience of the platform. ## Key takeaways Native advertising provides quick results but requires ongoing investment, while content marketing builds long-term value, but takes time and up-front resources to show results. Both strategies can work together in a comprehensive marketing plan, based on your timeline, budget, and business goals. Remember that success in either approach requires high-quality, valuable content. ## Frequently asked questions (FAQs) ### What are the best native advertising platforms? Top platforms include Taboola, Outbrain, Facebook Ads, LinkedIn-sponsored content, X (formerly Twitter), promoted tweets, TikTok, and Instagram-sponsored posts. ### What are the best content marketing platforms? The best content marketing platforms are those where your brand controls its own content. These include WordPress (for your website or blog), Medium, Substack, YouTube, HubSpot, Mailchimp (for email marketing), LinkedIn Publishing, and other social media platforms. Keep in mind, though, that non-owned social media platforms are susceptible to limitations and can never fully be in your control. While they have considerable reach and are an important part of your content marketing strategy, it’s important to have a mix of content marketing platforms, rather than putting all of your eggs into one basket. ### Which agency regulates native advertising in the U.S.? The Federal Trade Commission (FTC) regulates native advertising in the United States. The agency provides guidelines for marketers to ensure that native ads are clearly disclosed as advertising, to protect consumers from deceptive practices. --- ### Email Automation: Streamlining Campaigns for Better Engagement URL: https://www.taboola.com/marketing-hub/email-automation-to-make-your-ad-campaigns-more-effective/ Last Modified: 2025-05-20 10:34:35 Let's say you just created the perfect ad campaign. You've targeted your ideal customer, you've got an amazing offer, and your copy is on point. But then... crickets. They click on your ad, fill out a form, and then you never hear from them again. What gives? The problem might not be your offer or your copy. It could be that you're not using email automation to follow up with your leads. Email automation is an important next step to ensure that your advertising efforts don't go to waste. By setting up a lead nurture campaign, you can stay top of mind with your leads and continue to build relationships even if they're not ready to buy right away. ## What is Email Automation? Email automation is the process of sending emails to potential customers based on certain criteria, such as when they sign up for a newsletter or abandon their shopping cart. By automating these emails, you can stay top-of-mind with your leads and keep them engaged with your brand until they're ready to buy. In addition, you can use email automation to differentiate warm leads from cold leads and pass them to your sales team, as we'll discuss in the next section. If you're wondering how important marketing automation is, here are some stats to think about: - 80% of digital marketers who automate marketing find improved lead generation. - Marketing automation tools can boost your productivity by up to 20%. - Almost 1 out of every 2 companies uses marketing automation. - Custom automation workflows have the highest click-through rates of 17.27%. - Up to three quarters of email revenue is generated via user-triggered, automated campaigns, rather than one-size-fits-all campaigns. This is a major benefit of automating your email campaigns — it allows for greater personalization. In addition, it's important to keep in mind that email automation is not the only type of marketing automation you should consider. As an advertiser, you already use automation as part of your daily workflow — for example, you might use ad scheduling to automatically post your ads at the times when they're most likely to perform well. You might also use automatic bidding to ensure that you're always getting the best results for your ad spend. In addition, many advertisers use Taboola to automate ad placement and auction processes across high-quality publications like Business Insider, Bloomberg, and USA Today. It then only makes sense to extend these capabilities to your email campaigns in order to maximize your advertising efforts. So let's discuss how you can use email automation to move your leads down the sales funnel. ## How to set up an automated email campaign for your leads There are five main steps for creating an automated email campaign for lead generation. These steps are choosing the right email automation tool, creating an email list through lead magnets on your website, engaging that list using automated emails, separating warm leads from cold leads, and passing warm leads to your sales team. ### 1. Choose the right email automation tool There are many email automation tools on the market, but not all of them are created equal. For lead generation, you'll want to look for an email tool that offers a high deliverability rate, robust email tracking, lead nurturing functionality, and which is powered by generative AI to deliver hyper-personalized email content, subject lines and send times. If you're in the B2B space, it might also be useful to look for an email finder tool that offers email enrichment. Email enrichment provides you with background information about an email address, which lets you hyper-personalize your emails and increase their effectiveness. ### 2. Create a list using lead magnets Before you can send out automated emails, you'll need a list to work on. Now, you could use direct ads to drive people to your email signup form. But think about it, why would someone give you their email address without a good reason? This is why we recommend using lead magnets for creating your list, which are offers that you give to potential customers in exchange for their email address. For example, you might offer a free guide to lead generation in exchange for an email address. To create a lead magnet, start by identifying what your target customer needs help with. Once you know that, create a piece of content that will help them solve their problem. This could be an e-book, a video tutorial, a cheat sheet, or anything else that's helpful. Once you have your lead magnet created, add it to your website using an opt-in form. ### 3. Engage your list using automated emails Now that you have a list of leads, it's time to start engaging them with automated emails, so you can separate warm leads from cold leads. The first step is to create an email series. This series should be designed to introduce your leads to your company, build trust, and demonstrate your expertise. To do this, start by creating a welcome email. This email should introduce your company and explain what you do. It should also include a call-to-action (CTA) that encourages the reader to learn more about your company. The next email in your series should be designed to build trust. To do this, you can share customer testimonials, case studies, or any other content that demonstrates your expertise. Some customer feedback/review management tools can help you alot with producing this kind of content. The final email in your series should include a CTA that encourages the reader to take action, such as scheduling a demo, signing up for a free trial, or simply downloading an additional piece of content. ### 4. Separate warm leads from cold leads Once you've engaged your list with automated emails, you'll need to start separating warm leads from cold ones. To do this, you'll want to track your open rates (CTORs), click-through rates (CTRs), and conversion rates (CVRs). If you see that someone has opened all of your emails and clicked on every CTA, they're a warm lead. These are the people you want to move to another list and pass off to your sales team. On the other hand, if someone hasn't opened any of your emails or clicked on any of your CTAs, they're a cold lead. These are the people you'll want to keep engaging with until they're warm. ### 5. Pass warm leads to your sales team This is the final step in the process. Once you have a list of warm leads, it's time to pass them off to your sales team. The best way to do this is to add them to your CRM. This will allow your team to track their engagement and follow up with them accordingly which means organizing and managing sales leads for more efficiency. Now that you know the basics of email automation for lead generation, here are three important tips to help you create more effective campaigns. ## Creating effective email campaigns ### 1. Keep your emails short and to the point There have been many studies about the ideal marketing email length. The consensus is that shorter emails (50-125 words) are better. This is because people are more likely to read and engage with shorter emails. However, it can be tricky to determine the right email length because there's so much variability. For example, if you're selling an uncommon product, you'll need to provide more information than if you're selling a common product. The best way to determine the right email length is to test different lengths and see what works best for your audience. You can also test different lengths for different segments of your list. For example, you can increase the email length for warm leads but keep it short for cold leads. Also, keep in mind that the content of your email is more important than its length. So although you want to optimize the length of your emails, make sure you don't neglect the actual content that you're sending out. Make sure they're written with the best email practices in mind and if you can, hire an experienced copywriter to write them for you. ### 2. Personalize your emails as much as possible Personalization can be as simple as including the recipient's name in the subject line. And it can be as complex as segmenting your email list and considering things like time zones when sending emails. But the more personalized your emails are, the more likely they are to be read and engaged with. So make sure you invest some time into learning about how you can personalize your automated campaigns. ### 3. Include a loud and clear CTA Last but not the least, omitting a clear CTA is a fatal mistake that many new marketers make. A CTA tells the reader what you want them to do next. For example, if you want them to download a white paper, your CTA should say "Download our white paper." If you want them to schedule a demo, your CTA should say "Schedule a demo." Your CTAs should be clear, direct, and easy to spot. The best way to do this is to use actionable language and make the CTA button stand out with a different color or font. ## Now your ad campaigns are more effective Remember that Facebook ad that you created at the beginning of this blog post? Now that you've implemented email automation, that person who clicked on your ad and filled out your form will automatically receive follow-up emails from you. And if you follow the tips in this blog post, those emails will be short, personalized, and include a clear CTA. At the end of the day, this will lead to more conversions and a higher ROI for your campaigns! --- ### International Cat and Dog Days Re-tail Marketing Strategies to Drive Purr-chases URL: https://www.taboola.com/marketing-hub/international-cat-and-dog-days/ Last Modified: 2026-06-22 08:44:51 It wouldn't be an understatement to say that American consumers are obsessed with their pets – particularly cats and dogs. Nearly 115 million U.S. households own a dog or cat, and those proud pet parents will spend almost $110 billion on their fluffy friends in 2022. Although we don't need a holiday to spoil our four-legged family members, we certainly have created plenty of them. That has led to incredible revenue-generating opportunities for advertisers and publishers in the "Pet" vertical. Right now, it's time to dig in and plan your strategy for two more upcoming pet-related social holidays: International Cat Day on August 8 and International Dog Day on August 26. In this post, we'll dish out plenty of tasty, data-backed morsels and treats you can use to create purr-suasive content and campaigns that pet parents can't help but click. So, perk up your ears as we explore current news, targeting strategies, and creative trends you need to know to breed success. ## Trends Happening This Meow-ment Looking into Skimlinks and Taboola readership data, several pet purchase trends have emerged this year. Pet purchases increased in May and June for the first time since adoptions skyrocketed during the pandemic. That spike could be due in part to people celebrating many pet holidays, including National Pet Month (May), National Dog Mom's Day (May 8), National Rescue Dog Day (May 20), Adopt a Cat Month (June), Pet Appreciation Week (June 6-12), and Take Your Pet to Work Week (June 21-25). During those two months, plenty of trending articles focused on top-selling cat and dog products, most of which are geared towards making owners' lives easier, such as self-cleaning cat litter boxes, healthcare products, crates and accessories, and subscription boxes. (Source) ## Harness This Year's Trends Pampered pets are all the rage, and that won't slow down any time soon. By 2025, the pet accessories and pet grooming markets will grow by almost $10 billion and $14.5 billion, respectively, while the pet tech segment will grow at a 22% CAGR. Skimlinks data shows pet tech items like GPS trackers and mini cameras that let pet owners keep an eye on their fuzzballs have soared in popularity now that people have returned to the office. We also believe pet owners will continue to prioritize their cuddle buddy's health with products that keep them happy and in tip-top shape, including flea and tick prevention meds and hi-tech litter boxes. (Source) ## News Trends That Will Fetch Sales Although our pets' decision-making is guided by instincts, it's best to rely on data as an advertiser or publisher. Search data from publisher sites provide valuable insights into the topics consumers are most interested in. You can then use that to guide your content strategy or marketing campaigns. As of July 22, 2022, our U.S. publisher network data revealed three rising search trends: Dog breeds: 247,310 pageviews in the last 90 days Pet adoption: 154,160 pageviews in the last 90 days Fleas: 20,900 pageviews in the last 90 days ## Best in Show Publisher News Articles Just as dogs and cats learn from their adoptive owners, you too can learn from others. Let's look at some pur-fect examples of publishers putting the previously discussed search trends into action. Knowing their audience is full of parents, TODAY created a guide highlighting dog breeds that make great pets for families. Trusted publisher The Spruce Pets published this article to help readers find the flea prevention products that will work best. Dr. Phil took an on-brand advice approach, releasing an article that helps his fans avoid scams while they look for a pet to adopt. ## Targeting Best Practices: The Whole Kit(ten) and Kaboodle As we've seen, pet moms and dads are willing to spend big on their fur babies. Still, during tough economic times, it's crucial that you reach the right audience, make the most of every impression, and stretch your budget as far as it will go. To improve your ROI, you should incorporate tried and tested targeting strategies. First, let's look at some targeting best practices related to bidding, campaign placement, and ad formats. Automate with SmartBid: Powered by deep learning algorithms and historical campaign data, SmartBid is a semi-automatic bidding strategy developed to maximize conversions. It increases your bid for high-value impressions while lowering bids on impressions least likely to convert. Leverage High Impact Placements: The best way to increase brand awareness is to utilize Taboola's High Impact Placements, which ensures your campaigns appear in the most valuable areas on premium publisher websites and are surrounded by brand-safe content. High Impact Placements include the homepage, section front, mid-article, Taboola Feed, mobile-integrated news, and Taboola Stories. Try Motion Ads: Taboola's Motion Ads format attracts the most consumer attention by replacing static campaign images with GIFs or looped videos. Motion Ads deliver higher CTRs and CVRs, and lower CPAs, making them the perfect format for consideration and conversion goals. With this format, it's important to continually optimize campaign performance using an A/B test strategy. There's no need to chase your tail to find out which content formats your pet-loving audience will respond to or the device type that will help you easily meet your chosen performance goal. Instead, achieve higher CTRs and lower spend by following the targeting strategies below, which are based on data from thousands of U.S. advertisers in the Pet vertical (as of July 22, 2022). Performance by Content Type: Promote Photo and Video content over Text Performance by Platform - Pageviews: Earn more page views by targeting Mobile over Desktop and Tablet Performance by Platform - Leads: Collect more leads by targeting Mobile and Tablet over Desktop Performance by Platform - Purchases: Increase purchases by targeting Mobile over Desktop and Tablet ## Lead the Pack with these Creative Best Practices It's a dog-eat-dog world out there, but there is a way to get a leg up and boost your click-through rates. Use the data from Taboola Trends to help you choose the optimal campaign images, videos, and headline content. This handy, regularly updated free tool allows you to explore creative trends using various filters, including verticals, platforms, languages, and locations. As of July 25, 2022, US-based advertisers in the Pet vertical should consider the following advice to earn higher CTRs: Image Trends: Select photos (+29%) taken outside (+45%) and include a person (+28%). Video Actions: Achieve higher completion rates across all platforms by including scenes that show people eating (+16), getting married (+8%), and sleeping (+7%). Campaign Headlines: Out of the three campaign headlines we tested with Taboola's Title Analyzer, "7 Pet Beds Your Newly Adopted Dog Will Love" should yield the highest CTR. If you combine the news trends and creative best practices we looked at, you could end up with campaigns that look like these examples: ## Brands Chasing (and Catching!) Success When pet food brand Lily's Kitchen wanted to reach audiences outside of search and social channels, it distributed High Impact Placement campaigns on top publisher websites through Taboola. In just eight months, the brand earned over 1 million completed video views, with a 9% increase in vCTR and a 14% increase in completion rate. ## Turn Your Brand into the Cat's Meow If creating content for either of these social holidays or launching native ad campaigns on Taboola has you feeling like a cat on a hot tin roof, there's no need to be nervous. We've covered all the tips and tricks you need to know to succeed. There's no time to kitten around or let sleeping dogs lie! Instead, prep your campaigns in advance and get ready to un-leash greatness. --- ### Marketing in a Recession: How Advertisers Can Get It Right URL: https://www.taboola.com/marketing-hub/marketing-in-a-recession/ Last Modified: 2025-01-26 11:36:19 Skyrocketing inflation and rumblings of an upcoming recession are dominating news headlines and water cooler conversations. As a marketer, you’ve probably been in meetings where the number one question is, “During these uncertain times when consumers are concerned about finances, should we be pushing out marketing campaigns?” The short answer is an unequivocal YES! The long answer, which delves into ‘how do we do this right,’ is more nuanced and precisely what this article is all about. Here’s the thing to remember: marketing during uncertain times – be it economical, political, or otherwise – needs to be handled with care. But, as history has shown us, brands that strike the right note and tone can turn a concerned consumer into a lifelong customer. Companies that let the opportunity pass them by may regret it for years to come. Taboola was built to serve marketers; they are at the heart of everything we do. That gives us a wealth of experience and unique insights into marketers’ and consumers’ mindsets. We’re here to provide you with a roadmap that will help you navigate through these times. ## Understanding Consumer Confidence Consumer confidence measures consumers’ feelings about current and future economic situations. Economists and businesses across all industries use it to gauge the state of the economy. According to The Conference Board, the Consumer Confidence Index fell to 98.7 in June, down 4.5 points from May’s 103.2. To give that some perspective, this is the lowest level since February 2021. Adding to the grim picture is the Expectations Index, which measures consumers’ short-term outlook on the labor market, income, and business. It plummeted to 66.4, a low not seen since March 2013. What does that data mean? Consumers feel insecure and anxious about the effects of inflation, triggered by rising prices at the gas pump and supermarket and compounded by devalued investments. News of employee layoffs is fueling worries even more. Some consumers may remember The Great Depression, the Lost Decade in Japan, or the 2008 market collapse. They may feel an urge to cut back on spending. You likely feel it, too, which is why you’re wondering what to do with your marketing. Even if you didn’t live through an economic downturn, you already know what it’s like to market during high anxiety times (hello, pandemic). The good news is that your brand can flourish if you authentically embrace empathy. ## Pausing Marketing Efforts Is a Mistake After the 2008 recession, US ad spend dropped by 13%, but numerous studies show that brands that maintained or increased their ad budgets during economic downturns boosted market share and sales during and after the recession. It might sound odd at first, but it’s quite logical. If fewer brands are advertising, advertising costs are lower. There’s also less competition for consumer attention, which provides an opportunity for the brands who push forward to establish themselves as stable and be seen more. On the flip side, brands that cut ad spend lose that top-of-mind spot for consumers, leading to long-term losses. Consider the ‘cereal war.’ In the years before the Great Depression, Post was the leading ready-to-eat cereal brand, but when the recession hit, the company slashed its ad budget while rival Kellogg’s doubled theirs. With that savvy move, Kellogg’s increased profits by 30% and established itself as the new leader, a title it still holds a century later. During the 1973 recession, Toyota outspent Volkswagen and became the top imported car brand in the US. In 1990, McDonald’s lowered its advertising. They saw sales decrease by 28%, while Pizza Hut and Taco Bell increased ad spend and sales by 61% and 40%, respectively. Against all odds, Amazon took the world by storm, growing its sales by 28% in 2009 as the economy crashed. The takeaway here is simple: be present. ## Extend Empathy, Abate Fear A common marketing approach is to instill fear in people, and in some instances, FOMO (the fear of missing out) works well. This is not one of those times. We only have to think back to the onset of the pandemic and the advertising campaigns that championed empathy to see the results of an empathy-focused campaign. At the beginning of the pandemic (Q2 2020), Ford made a brilliant move. The company pulled its national ads that prompted vehicles, replacing them with new campaigns that oozed empathy by showcasing how Ford Credit offered payment relief to car buyers. The message was well received and positively impacted brand perception with its ‘we’re in this together approach. An IAB study found that during the pandemic, while nearly half of brands reported adjusting ad spend, 73% of marketers that continued advertising changed their creative messaging strategies to meet the moment, shifting to a mission or cause-related approach. ## Tips for Marketing During Uncertain Times Marketing activities shouldn’t grind to a halt, but your messages should look different when consumers feel insecure. ### Rethink Your Message Don’t lose your brand but do make slight adjustments. Find the right, empathetic message that will resonate with consumers. For example, consider messages that emphasize togetherness and community support instead of incorporating a tone of luxury and celebration into your creative copy. Empathize with your consumers while encouraging and cheering them on. Pay special attention to your existing customers and their needs. A brand that understands them during tough times is one they won’t forget and will continue to support when things turn around. ### Look to Performance Marketing Performance-based marketing makes sense during recessions because you only pay when consumers take specific actions. Tops Supermarket, a leading retailer in Thailand, turned to Taboola during the pandemic when it wanted to drive more conversions on its app and website. The brand’s sponsored content and video ads, which included empathetic messaging, ran across Taboola’s network, earning it a 10% increase in vCTR month-to-month. ## Final Thought on Recession Marketing This is not the first recession marketers have faced, and it certainly won’t be the last. History shows that brands that spend during tough times come out on top. It’s essential to stay present and connect with loyal and new consumers through relevant messages that reflect the times and people’s mindsets. Remember to be authentic and maintain flexibility so you can alter your message as time goes on. And lastly, make the most of your budget with performance marketing. As marketers, we do understand your position. Reach out if you need guidance or support with your marketing campaigns. We’ve got you! --- ### New Study: Native Video Increases Awareness, Favorability, and Engagement URL: https://www.taboola.com/marketing-hub/native-video-benefits/ Last Modified: 2025-02-18 09:07:24 Native advertising and video content are powerful — but combined, they're proven to increase brand metrics across the board. That's the big takeaway from a new study conducted by Kantar, the world's leading data, insights, and consulting company. Kantar Context Lab manufactured a simulation of a branding video ad campaign that ran across a mix of media channels including social media platforms, a video sharing platform, and Taboola's native ad platform. Kantar then gauged how those ads impacted metrics for US adults over 18. Here's a closer look at how native video advertising with Taboola can positively impact your brand marketing mix. ## 1. Brand awareness improved by 26% when adding native video ads to the marketing mix Adding Taboola video ads to brand awareness campaigns drove a 26% uplift in this key metric. This was true across three different types of brand awareness: - Top-of mind brand awareness: Does the brand come to mind first when thinking of companies in its category? - Total unaided awareness: Does the brand come to mind at all when thinking of companies in its category? - Online ad awareness: Does the participant recall seeing the ad online? In every instance, awareness increased when participants were exposed to native video ads. In fact, when people were exposed to Taboola video ads three times, 33% displayed top-of-mind awareness — compared to just 14% of the control group.   Source: Kantar Context Lab: Impact of campaign exposure on Taboola and other platforms on Awareness metrics ## 2. Native video ads boosted favorability, consideration, and brand image Native video ads had a stronger impact on favorability, consideration, and brand image compared to video ads on social and streaming platforms. For this part of the study, participants were asked: - whether they love the brand - whether the brand meets their needs better than others - whether they consider the brand to be different from other brands In every instance, participants who were exposed to Taboola video ads responded more favorably than participants who were exposed to social or video platform ads. For example, 59% of those who saw native video ads expressed brand favorability, compared to just 50% of those who saw social platform ads. Source: Kantar Context Lab: Impact of campaign exposure on Taboola and other platforms on Brand metrics ## 3. Multi-channel campaigns with native video ads increased engagement Multi-channel campaigns that included native video ads drove more engagement than campaigns that served viewers the same video multiple times on the same platform. In fact, when exposed to multi-channel ads, people viewed a larger percentage of the ad on social and streaming platforms. So exposure on native platforms helped boost engagement on other channels. For example, in single-channel social campaigns, people viewed just 51% of the ad. In campaigns that included social ads and native ads, this number jumped to 58%. Going further, more participants watched the whole ad in both the social and streaming platform after also being exposed to native ads. And more viewers enabled audio on the social platform after they were exposed to native ads. Source: Kantar Context Lab: Change in viewers' interaction when Taboola is added to the media mix ## Native video ads in action: Sony Pictures Entertainment Need a real-life example of how these numbers work? Let's look at a case study of a brand that tapped into native video ads to meet their business goals. Sony Pictures Entertainment (SPE) Thailand wanted to promote movie trailers and increase ticket sales for three upcoming movies: Spider-Man, Venom, and Goosebumps. The company started with a single-channel strategy that used social media videos. Learn more on the latest best practices for video creative strategy. While they saw decent results, they wanted more impact. So the team worked with Taboola to add native video to their marketing mix, targeting tablet and mobile device viewers in Bangkok. By the campaign's end, Taboola video generated additional engagement alongside the campaign's current social media ads, which led to massive campaign scale. Well, the results are in. Native video ads increased the impact of advertising campaigns in three key areas. What did Kantar find? - Brand awareness improved by 26% when native video ads were added to the marketing mix. - Exposure to native video ads boosted favorability, consideration, and brand image. - Native video drove even higher engagement when combined with other video marketing channels, like social and streaming platforms. So, if you're using social and streaming video ads to promote your brand, but you haven't tried native video yet, now is the time. Diversify your marketing mix with Taboola video ads and achieve better engagement across channels. Your metrics will thank you. --- ### News Readership Spiked After Roe v. Wade Overturn: How Long Will It Continue? URL: https://www.taboola.com/marketing-hub/news-readership-spiked-after-roe-v-wade-overturn-how-long-will-it-continue/ Last Modified: 2026-06-22 08:33:38 The United States Supreme Court has overturned federal legal protections for the right to an abortion that have been in place nearly 50 years since the 1973 landmark Roe v. Wade decision. The reversal is controversial as Roe v. Wade had for years been considered settled as “the law of the land," but the events of recent years have changed the entire legal landscape in a way that will likely have a decades-long impact. As described by the Associated Press: “The ruling, unthinkable just a few years ago, was the culmination of decades of efforts by abortion opponents, made possible by an emboldened right side of the court that has been fortified by three appointees of former President Donald Trump." When the news broke on Friday morning, there was an immediate and immense surge of news readership. https://youtu.be/k37DJnyBT8Y As seen in Topic Insights, part of the Taboola Newsroom real time audience analytics platform, pageviews on articles about the Supreme Court increased by a factor of 10 in less than an hour. The video above showing the 8-hour replay feature of Topic Insights illustrates how traffic went from around 500,000 in the 10 am hour to over 5 million by 11 am for the Supreme Court topic. Topic Insights uses an AI system called Natural Language Understanding (NLU) to identify the topics of all the articles from Taboola's many news publisher partners. We then aggregate the page views to each of those articles by topic, which in a sense provides a trending topic indicator reflecting the interests of US news readers. Without the protections provided by Roe v. Wade, each state can now decide whether or not to prohibit the right to an abortion – 13 states already plan to do so. The Supreme Court has ended constitutional protections for abortion, and 13 states already have laws that ban abortion in the event of Roe v. Wade being overturned. Another half-dozen states have near-total bans or prohibitions after 6 weeks of pregnancy. https://t.co/VTLTK7zLWk pic.twitter.com/fwMM2CEOzB — The Associated Press (@AP) June 24, 2022 While breaking news often brings increased readership, the immediacy and magnitude of the spike seen in Topic Insights helps measure the impact the decision is likely to have on people. This certainly isn't the end of the story. We can expect abortion rights to remain in the news in the coming months as a Democrat-controlled Congress attempts to codify the protections from Roe v. Wade in law. Though this will likely prove difficult with Senate Republicans holding enough seats to slow down or halt any legislative efforts. We'll be monitoring readership trends related to this news for more insight into how it is impacting everyday people in the coming months and beyond. Taboola Newsroom is an editorial insights tool we provide at no cost to Taboola's news publisher partners. Feel free to reach out to @franberkman with any questions or if you'd like to use our data for your research or reporting. --- ### Native Advertising Examples: 17 of the Best and Most Inspiring Native Ads URL: https://www.taboola.com/marketing-hub/native-advertising-examples/ Last Modified: 2025-02-18 12:38:10 Now more than ever, audiences have a tough time trusting traditional ads. Almost half of U.S. internet users say ads feel too invasive and they wish and they wish they were less interruptive and intrusive. It’s no wonder a growing number of people are using ad blockers to improve their online experiences. So, how can brands reach their audiences in this competitive landscape? That’s where native advertising comes in. Since native ads blend seamlessly into their surrounding content, they offer a more engaging and much-needed alternative to traditional advertising. Just look at the latest statistics on native advertising. Over 80% of news consumers say seeing ads within news content increases or maintains brand trust. That’s part of why U.S. native digital display ad spend continues to increase. Meanwhile native is one of the top-performing video ad formats for U.S. brands and publishers, according to eMarketer. The question now is: How do you build an effective native ad campaign? Here are 17 successful native advertising examples to guide you. ## 1. Adidas and MediaCom Adidas, a leading global sportswear manufacturer, is a household name in Israel. To promote their new BOOST technology, Adidas and agency MediaCom turned to Taboola. Taboola Creative Studio produced striking video content on behalf of Adidas, designed to educate and inform viewers about the BOOST technology and ultimately drive interest and purchases of BOOST footwear. With Taboola, MediaCom was able to uplift CTR (click-through rate) by 50%, increase awareness, and drive sales. The product shown in the video became a best-seller. Read the full Adidas and MediaCom case study here. ## 2. Beko and Ingage Media Beko, a global appliance brand, worked with agency Ingage Media to drive traffic to its new product: the innovative Dem Tea Machine. Ingage Media turned to Taboola to launch sponsored content across premium publisher sites. Ingage Media and Beko saw a 75% higher vCTR (viewable click-through rate) and a high rate of first-time visitors discovering Beko’s products. Read the full Beko and Ingage Media case study here. ## 3. Velasca Velasca is a disruptor in the fashion industry, creating handcrafted, high-quality men’s footwear in Italy and selling to a global audience with a digital-first mindset. To increase brand awareness among new customers, Velasca launched sponsored content with aboola’s Custom Audiences, targeting people who were most likely to convert. Throughout their native advertising campaign, Velasca saw a 15% decrease in CPA and a 25% increase in quality leads generated. Read the full Velasca case study here. ## 4. Square Yards Square Yards, a technology-enabled real estate brokerage, is India’s most prominent platform for primary real estate. Looking to generate new leads in the Gulf region, Square Yards turned to Taboola. Together, they used sponsored content, retargeting, and SmartBid — a tool that automatically optimizes campaign bids to drive conversions. With Taboola, Square Yards saw a 15% higher conversion rate than other marketing channels and generated 50,000 leads. Read the full Square Yards case study here. ## 5. Vodafone A part of the Vodafone Group—one of the world’s foremost telecommunication companies—Vodafone Turkey offers fixed, mobile, and content services, striving to be a pioneer in digitalization technologies. Vodafone Turkey serves 24.1 million mobile and over 1 million fixed broadband customers as well as enterprises. To reach consumers in more creative ways with high-quality content, Vodafone Turkey ran campaigns on Taboola. With Taboola, Vodafone decreased their cost per sale by 42% (MoM), with 11% of display channel sales. Read the full Vodafone case study here. ## 6. 360 Realtors 360 Realtors is the largest real estate consulting company in India. Before working with Taboola, 360 Realtors felt limited in their ability to refine and optimize campaigns. Taboola gave 360 Realtors the resources they needed to broaden their impact and reach homebuyers searching for their ideal residence online. As a result, 360 Realtors saw a 100% increase in traffic and a 48% increase in leads generated. Read the full 360 Realtors case study here. ## 7. Renault French car brand Renault wanted to promote its new Renault Triber, a vehicle halfway between an SUV and a minivan, to international audiences. The launch of the Renault Triber was supported by a 360° communication campaign, integrating Taboola Video to amplify the brand’s message. In the first wave of the campaign, the videos received 3 million impressions, 1 million completed views, and an average view-through rate (VTR) of 33%. During the second wave, the videos saw 1.3 million impressions in one month, including 550,000 completed views and an average VTR of 40%. Read the full Renault case study here. ## 8. 99Acres 99Acres is a go-to real estate portal in India, handling all aspects of consumers’ real estate needs—including advertising and searching for properties. Faced with the challenge of bringing in more quality traffic than Facebook and Google could provide, 99Acres turned to Taboola. 99Acres used Taboola sponsored content to distribute campaigns widely, optimize with retargeting, and track audiences using Taboola Pixel. As a result, the brand saw a 4% increase in lead volume per day and 55% of leads generated from retargeting. Read the full 99Acres case study here. ## 9. American Comfort American Comfort, a furniture company specializing in high-quality materials, needed to raise awareness and drive sales for a new product.So the brand tapped Taboola to launch in-feed vertical video across the open web. American Comfort was surprised to find that Taboola’s non-disruptive video experience generated high-quality leads, sales calls, and more than 130,000 completed video views in just one month. Read the full American Comfort case study here. ## 10. Pit Viper Pit Viper builds the functional, fun-loving gear that is serious about taking things less seriously. The Stable is the largest and leading Shopify Plus agency. Pit Viper works with The Stable to reach potential consumers in innovative and exciting ways. Pit Viper was looking to increase sales within the US market by reaching audiences outside of search and social channels by purchasing inventory through a private marketplace (PMP). The Stable launched a Taboola sponsored content campaign to promote Pit Viper product landing pages. The Stable worked with Taboola on Pit Viper’s behalf through The Trade Desk to capture people who had seen or interacted with ads previously, and retarget them to achieve their ROAS goals. The Stable also used Taboola’s contextual targeting abilities, to reach people who were already reading about their brand. With Taboola, The Stable was able to achieve a 700% ROAS for Pit Viper, which was 2x their ROAS goal. Read the full Pit Viper case study here. ## 11. StartEngine StartEngine was founded with the goal of helping entrepreneurs achieve their dreams by removing funding barriers. Island Brands USA is a premium beer brand with a mission to bring better, cleaner beer to the world. StartEngine turned to Taboola to help Islands Brands find new investors outside of search and social platforms. Together, they launched a sponsored content campaign, which ran on Taboola’s network of premium websites on the open web; including news sites, blogs, online magazines and other digital properties. The campaign included Taboola’s image and motion ad creative formats, which impacted ROAS for Island Brands by 113%. Overall, StartEngine was able to achieve an overall 171% ROAS for Island Brands with Taboola, allowing them to meet their investment goals. All campaigns ran for a month and a half, and in that short amount of time, were able to drive over $34,000 in investments for Island Brands. Read the full StartEngine case study here. ## 12. AIG American International Group, Inc. (AIG) is a leading global insurance organization that provides a wide range of property casualty insurance, life insurance, retirement products, and other financial services to customers in more than 80 countries and jurisdictions. In Israel, AIG is a direct to consumer company that doesn’t use agents. AIG was eager to increase demand for its mortgage insurance by educating consumers with digital strategies. AIG Israel used Taboola Video to increase awareness and retarget the visitors who view at least 60% of the video. With Taboola, AIG Israel saw that out of five digital marketing channels, 50% of people who made a purchase after viewing this campaign started their buyer journey with Taboola. In addition, the campaign reached 400,000 people, and uplifted purchase intent by 30% in just 30 days. Read the full AIG case study here. ## 13. Nespresso The Nespresso company is an autonomous globally managed business of the Nestlé Group. Nespresso is present in over 60 countries, counts over 12,000 employees worldwide and has been in Thailand since 2015. The brand needed to reach new audiences with the distribution of advertorial content outside of traditional distribution channels like search and display. Nespresso used Taboola’s discovery platform to distribute advertorials with sponsored content and reach new audiences on premium digital properties, mobile carriers and device manufacturers. For Nespresso Thailand, 85% of traffic to advertorial pages is delivered by Taboola. They also see double the session duration and a 10x lower average cost per page view than any other channel. Read the full Nespresso case study here. ## 14. Sony Pictures Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., which is a subsidiary of Tokyo-based Sony Corporation. SPE (Thailand) Ltd. opened an office in April 2017 after being part of Joint Venture with Walt Disney (Thailand) for almost 20 years. SPE Thailand wanted to drive large amounts of awareness and ticket sales for upcoming movie releases—specifically Venom (Oct. 2018), Goosebumps: Haunted Halloween (Dec. 2018) and Spider-Man into the Spider-Verse (Jan. 2019). So they worked with Taboola to reach a wider range of target and prospective audiences on premium publisher sites across tablet and mobile devices. With Taboola, SPE Thailand has seen over 194,000 completed video views and over 411,000 impressions. Read the full Sony Pictures case study here. ## 15. Universal Music Group Universal Music Group (UMG) is the world’s leading music company, operating in over 60 countries. Universal Music Germany’s Marketing Labs creates—together with UMG’s labels and where needed with external partners—pioneering campaigns, tools and communication channels for UMG’s artists. To promote Metallica’s 2020 album release, S&M2, they were looking to reach high-quality audiences that are traditionally hard to reach on social networks in the German Market. So they turned to Taboola High Impact, Taboola’s solution for brand awareness, to distribute high-quality audiences on premium publisher sites with video. UMG saw 260,000 video impressions from Metallica music fans in just four weeks through highly impactful hero placements on publisher homepages. Read the full Universal Music Group case study here. ## 16. World Vision World Vision is a global NGO that strives for the children and communities in the world’s most vulnerable environments to emerge from poverty and inequality. This involves acquiring donations from interested patrons, using new digital marketing channels. In the Korean market, digital media is heavily concentrated on certain popular search channels. For World Vision, these channels performed well, but not at the CPA desired. World Vision expanded to a variety of digital channels, one of which was Taboola. The Taboola team assisted World Vision campaign strategy, creative images, and headline variations. The result? World Vision was able to generate over 100+ monthly renewing donations, and a 40% lower CPA than other display channels, and saw larger scale than with popular search channels. Read the full WorldVision case study here. ## 17. TUI Group P6A is the digital flagship editorial brand of TUI, the world’s largest tourism group. Their objective is to awaken the desire to travel through inspirational and topic-driven stories while suggesting the perfect offer or package to meet those needs. For P6A’s “Visit Britain” campaign in India, the brand aimed to drive awareness, qualified traffic, and sales. P6A began using Taboola when they didn’t see the competitive pricing desired by using another discovery campaign platform. TUI’s editorial brand leveraged both platforms for content distribution simultaneously. Working with Taboola, P6A obtained more than 317+M impressions that converted into 249,820 visits to articles on P6A and TUI India. 4,329 of those users decided to visit pages that included TUI packages. This resulted in 96 bookings through TUI India, and 600 overnights. Read the full TUI Group case study here. ## Effectiveness of Native Advertising Spending on native advertising has risen dramatically for years. But, why is native advertising an effective digital advertising technique? When pitting native ads vs. display ads, the answer comes down to a few simple points: - Native ads are non-interruptive, allowing site visitors to interact with the content naturally as they browse the page. - Native ads are contextually relevant to the content the visitor was searching for, so they naturally stand a better chance of earning attention. (Power move: this makes native ads more valuable than traditional display ads for SEO purposes as well.) - Native ads look and feel like part of the site where they appear, so they benefit from the implied endorsement of the site or influencer whose content frames the ad. For more real-world examples, take a look at some native advertising effectiveness study results. That’s it! In this guide, we’ve shared some native advertising examples for 2022, and there’s only more to come. You’ve seen how other companies have handled their native advertising strategies. Now, it’s over to you to get started with Taboola’s native advertising. --- ### Native Advertising Examples: 17 of the Best and Most Inspiring Native Ads URL: https://www.taboola.com/marketing-hub/effective-native-advertising-examples/ Last Modified: 2025-02-19 08:43:09 Now more than ever, audiences have a tough time trusting traditional ads. Almost half of U.S. internet users say ads feel too invasive and they wish and they wish they were less interruptive and intrusive. It’s no wonder a growing number of people are using ad blockers to improve their online experiences. So, how can brands reach their audiences in this competitive landscape? That’s where native advertising comes in. Since native ads blend seamlessly into their surrounding content, they offer a more engaging and much-needed alternative to traditional advertising. Just look at the latest statistics on native advertising. Over 80% of news consumers say seeing ads within news content increases or maintains brand trust. That’s part of why U.S. native digital display ad spend continues to increase. Meanwhile native is one of the top-performing video ad formats for U.S. brands and publishers, according to eMarketer. The question now is: How do you build an effective native ad campaign? ## 17 Successful Native Advertising Examples to Guide You ### 1. Adidas and MediaCom Adidas, a leading global sportswear manufacturer, is a household name in Israel. To promote their new BOOST technology, Adidas and agency MediaCom turned to Taboola. Taboola Creative Studio produced striking video content on behalf of Adidas, designed to educate and inform viewers about the BOOST technology and ultimately drive interest and purchases of BOOST footwear. With Taboola, MediaCom was able to uplift CTR (click-through rate) by 50%, increase awareness, and drive sales. The product shown in the video became a best-seller. Read the full Adidas and MediaCom case study here. ### 2. Beko and Ingage Media Beko, a global appliance brand, worked with agency Ingage Media to drive traffic to its new product: the innovative Dem Tea Machine. Ingage Media turned to Taboola to launch sponsored content across premium publisher sites. Ingage Media and Beko saw a 75% higher vCTR (viewable click-through rate) and a high rate of first-time visitors discovering Beko’s products. Read the full Beko and Ingage Media case study here. ### 3. Velasca Velasca is a disruptor in the fashion industry, creating handcrafted, high-quality men’s footwear in Italy and selling to a global audience with a digital-first mindset. To increase brand awareness among new customers, Velasca launched sponsored content with aboola’s Custom Audiences, targeting people who were most likely to convert. Throughout their native advertising campaign, Velasca saw a 15% decrease in CPA and a 25% increase in quality leads generated. Read the full Velasca case study here. ### 4. Square Yards Square Yards, a technology-enabled real estate brokerage, is India’s most prominent platform for primary real estate. Looking to generate new leads in the Gulf region, Square Yards turned to Taboola. Together, they used sponsored content, retargeting, and SmartBid — a tool that automatically optimizes campaign bids to drive conversions. With Taboola, Square Yards saw a 15% higher conversion rate than other marketing channels and generated 50,000 leads. Read the full Square Yards case study here. ### 5. Vodafone A part of the Vodafone Group—one of the world’s foremost telecommunication companies—Vodafone Turkey offers fixed, mobile, and content services, striving to be a pioneer in digitalization technologies. Vodafone Turkey serves 24.1 million mobile and over 1 million fixed broadband customers as well as enterprises. To reach consumers in more creative ways with high-quality content, Vodafone Turkey ran campaigns on Taboola. With Taboola, Vodafone decreased their cost per sale by 42% (MoM), with 11% of display channel sales. Read the full Vodafone case study here. ### 6. 360 Realtors 360 Realtors is the largest real estate consulting company in India. Before working with Taboola, 360 Realtors felt limited in their ability to refine and optimize campaigns. Taboola gave 360 Realtors the resources they needed to broaden their impact and reach homebuyers searching for their ideal residence online. As a result, 360 Realtors saw a 100% increase in traffic and a 48% increase in leads generated. Read the full 360 Realtors case study here. ### 7. Renault French car brand Renault wanted to promote its new Renault Triber, a vehicle halfway between an SUV and a minivan, to international audiences. The launch of the Renault Triber was supported by a 360° communication campaign, integrating Taboola Video to amplify the brand’s message. In the first wave of the campaign, the videos received 3 million impressions, 1 million completed views, and an average view-through rate (VTR) of 33%. During the second wave, the videos saw 1.3 million impressions in one month, including 550,000 completed views and an average VTR of 40%. Read the full Renault case study here. ### 8. 99Acres 99Acres is a go-to real estate portal in India, handling all aspects of consumers’ real estate needs—including advertising and searching for properties. Faced with the challenge of bringing in more quality traffic than Facebook and Google could provide, 99Acres turned to Taboola. 99Acres used Taboola sponsored content to distribute campaigns widely, optimize with retargeting, and track audiences using Taboola Pixel. As a result, the brand saw a 4% increase in lead volume per day and 55% of leads generated from retargeting. Read the full 99Acres case study here. ### 9. American Comfort American Comfort, a furniture company specializing in high-quality materials, needed to raise awareness and drive sales for a new product.So the brand tapped Taboola to launch in-feed vertical video across the open web. American Comfort was surprised to find that Taboola’s non-disruptive video experience generated high-quality leads, sales calls, and more than 130,000 completed video views in just one month. Read the full American Comfort case study here. ### 10. Pit Viper Pit Viper builds the functional, fun-loving gear that is serious about taking things less seriously. The Stable is the largest and leading Shopify Plus agency. Pit Viper works with The Stable to reach potential consumers in innovative and exciting ways. Pit Viper was looking to increase sales within the US market by reaching audiences outside of search and social channels by purchasing inventory through a private marketplace (PMP). The Stable launched a Taboola sponsored content campaign to promote Pit Viper product landing pages. The Stable worked with Taboola on Pit Viper’s behalf through The Trade Desk to capture people who had seen or interacted with ads previously, and retarget them to achieve their ROAS goals. The Stable also used Taboola’s contextual targeting abilities, to reach people who were already reading about their brand. With Taboola, The Stable was able to achieve a 700% ROAS for Pit Viper, which was 2x their ROAS goal. Read the full Pit Viper case study here. ### 11. StartEngine StartEngine was founded with the goal of helping entrepreneurs achieve their dreams by removing funding barriers. Island Brands USA is a premium beer brand with a mission to bring better, cleaner beer to the world. StartEngine turned to Taboola to help Islands Brands find new investors outside of search and social platforms. Together, they launched a sponsored content campaign, which ran on Taboola’s network of premium websites on the open web; including news sites, blogs, online magazines and other digital properties. The campaign included Taboola’s image and motion ad creative formats, which impacted ROAS for Island Brands by 113%. Overall, StartEngine was able to achieve an overall 171% ROAS for Island Brands with Taboola, allowing them to meet their investment goals. All campaigns ran for a month and a half, and in that short amount of time, were able to drive over $34,000 in investments for Island Brands. Read the full StartEngine case study here. ### 12. AIG American International Group, Inc. (AIG) is a leading global insurance organization that provides a wide range of property casualty insurance, life insurance, retirement products, and other financial services to customers in more than 80 countries and jurisdictions. In Israel, AIG is a direct to consumer company that doesn’t use agents. AIG was eager to increase demand for its mortgage insurance by educating consumers with digital strategies. AIG Israel used Taboola Video to increase awareness and retarget the visitors who view at least 60% of the video. With Taboola, AIG Israel saw that out of five digital marketing channels, 50% of people who made a purchase after viewing this campaign started their buyer journey with Taboola. In addition, the campaign reached 400,000 people, and uplifted purchase intent by 30% in just 30 days. Read the full AIG case study here. ### 13. Nespresso The Nespresso company is an autonomous globally managed business of the Nestlé Group. Nespresso is present in over 60 countries, counts over 12,000 employees worldwide and has been in Thailand since 2015. The brand needed to reach new audiences with the distribution of advertorial content outside of traditional distribution channels like search and display. Nespresso used Taboola’s discovery platform to distribute advertorials with sponsored content and reach new audiences on premium digital properties, mobile carriers and device manufacturers. For Nespresso Thailand, 85% of traffic to advertorial pages is delivered by Taboola. They also see double the session duration and a 10x lower average cost per page view than any other channel. Read the full Nespresso case study here. ### 14. Sony Pictures Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., which is a subsidiary of Tokyo-based Sony Corporation. SPE (Thailand) Ltd. opened an office in April 2017 after being part of Joint Venture with Walt Disney (Thailand) for almost 20 years. SPE Thailand wanted to drive large amounts of awareness and ticket sales for upcoming movie releases—specifically Venom (Oct. 2018), Goosebumps: Haunted Halloween (Dec. 2018) and Spider-Man into the Spider-Verse (Jan. 2019). So they worked with Taboola to reach a wider range of target and prospective audiences on premium publisher sites across tablet and mobile devices. With Taboola, SPE Thailand has seen over 194,000 completed video views and over 411,000 impressions. Read the full Sony Pictures case study here. ### 15. Universal Music Group Universal Music Group (UMG) is the world’s leading music company, operating in over 60 countries. Universal Music Germany’s Marketing Labs creates—together with UMG’s labels and where needed with external partners—pioneering campaigns, tools and communication channels for UMG’s artists. To promote Metallica’s 2020 album release, S&M2, they were looking to reach high-quality audiences that are traditionally hard to reach on social networks in the German Market. So they turned to Taboola High Impact, Taboola’s solution for brand awareness, to distribute high-quality audiences on premium publisher sites with video. UMG saw 260,000 video impressions from Metallica music fans in just four weeks through highly impactful hero placements on publisher homepages. Read the full Universal Music Group case study here. ### 16. World Vision World Vision is a global NGO that strives for the children and communities in the world’s most vulnerable environments to emerge from poverty and inequality. This involves acquiring donations from interested patrons, using new digital marketing channels. In the Korean market, digital media is heavily concentrated on certain popular search channels. For World Vision, these channels performed well, but not at the CPA desired. World Vision expanded to a variety of digital channels, one of which was Taboola. The Taboola team assisted World Vision campaign strategy, creative images, and headline variations. The result? World Vision was able to generate over 100+ monthly renewing donations, and a 40% lower CPA than other display channels, and saw larger scale than with popular search channels. Read the full WorldVision case study here. ### 17. TUI Group P6A is the digital flagship editorial brand of TUI, the world’s largest tourism group. Their objective is to awaken the desire to travel through inspirational and topic-driven stories while suggesting the perfect offer or package to meet those needs. For P6A’s “Visit Britain” campaign in India, the brand aimed to drive awareness, qualified traffic, and sales. P6A began using Taboola when they didn’t see the competitive pricing desired by using another discovery campaign platform. TUI’s editorial brand leveraged both platforms for content distribution simultaneously. Working with Taboola, P6A obtained more than 317+M impressions that converted into 249,820 visits to articles on P6A and TUI India. 4,329 of those users decided to visit pages that included TUI packages. This resulted in 96 bookings through TUI India, and 600 overnights. Read the full TUI Group case study here. ## Effectiveness of Native Advertising Spending on native advertising has risen dramatically for years. But, why is native advertising an effective digital advertising technique? When pitting native ads vs. display ads, the answer comes down to a few simple points: - Native ads are non-interruptive, allowing site visitors to interact with the content naturally as they browse the page. - Native ads are contextually relevant to the content the visitor was searching for, so they naturally stand a better chance of earning attention. (Power move: this makes native ads more valuable than traditional display ads for SEO purposes as well.) - Native ads look and feel like part of the site where they appear, so they benefit from the implied endorsement of the site or influencer whose content frames the ad. --- ### Interview with Christian Broughton 2: Data's Role in The Independent's Strategy URL: https://www.taboola.com/marketing-hub/interview-with-christian-broughton-part-2/ Last Modified: 2026-06-22 08:23:18 In the first part of this interview with Christian Broughton, The Independent's Managing Director, Adam Singolda, Taboola's CEO and Founder, and Christian discussed how the publisher uses Taboola Newsroom to make data-backed editorial decisions and inform its content strategy as it enters new markets. In part two of the conversation, they talk about how The Independent uses data to meet business objectives, including finding new audiences and driving user registrations. The two also chat on how a publisher's role has grown and evolved in the face of the pandemic. As publishers are considered trusted sources on the open web, they have an opportunity to diversify and expand their business by tapping into the exploding e-commerce industry, something The Independent is doing with great success. Christian touches on other initiatives, including expanding its implementation of Taboola's Homepages For You to recommend personalized content across hundreds of homepages. Watch the rest of the interview for key takeaways you can apply to your own publishing business, or read through the transcript below. https://youtu.be/aOnTNE1awGs Here's the complete transcript: Adam: Yeah, it's fascinating because really the biggest shift here is that it's not using data that, that's generic. So, you know, you can look at trends in the market and see what's happening. This is about, um, extending your readers that actually vote Independent. They come to The Independent. They choose you. You know they love you. What do you do when they, when they leave? And that is, that is the biggest bridge, you know, because then you can also marry in different segments. How do I think about subscribers? How do I think about, you know, loyal readers? And then, what did they specifically like? And then use that as a growth engine. I think it's you're, you're, you know, you want the best stories we have at Taboola. I think specifically in all things to you because you are able to bring data and an editorial point of view, which is the hardest thing to do. Which it's this, you know, it's, it's, there's a glass ceiling to break, which is to bring a way, you know, things just to happen, bring that into the environment and change it. Christian: Sure. Adam: And now, you know, we're able to speak about, uh, driving growth to journalism using both editorial-strong teams as well as data. Christian: Yeah. I mean, it's very nice you say it's down to me. I don't agree with that. I think it's down to a lot of people in your - I think that the Taboola team are amazing individuals, and they're an amazing team. Um, when I changed jobs and became managing director, um, just during lockdown and about just over a year ago. And in the first week of that, I just go. I just have some massive Zoom call with, like, basically everyone on your team. I just got them all together. We had like John and Mark and Frankie and Jason and those people, but it was just like, and Nigel and everyone. And we just kind of laid out everything that I was doing. Okay. I mean, I'm in this job now. I'm suddenly like, having spent like my whole life at this company, I'm now the new kid in a new job which I don't fully entirely understand right now. So, I'm just going to take everything I'm doing, and then you can tell me how you can help me in the end. And it was great. And we just set that one thing up. And so many things came out of that. For example, one of our big strategic pushes, and you just touched this. This is not just about kind of web traffic trends, which is what people think about when they think of web data. It's deeper engagement stuff. And in Newsroom, there's a whole thing of finding people that look like they should be subscribers or they've got subscriber potential. And actually, for us, yeah, we do subscription products, with two subscription products and, you know, they're fantastic businesses, but we were putting a real emphasis on user registration. So, we want first-party data. So, sign up, have an account. We'll customize the site a bit. We'll give you a load of things like emails, et cetera. We'll reward that. I'm finding those people suddenly became my challenge. So, I phoned up Nigel. Adam: Of course. Christian: Nigel, how's this, you know? I can't find a platform that can show me the users that are going to be... how can I customize messages to people that could register? And he said, ah yes. It's really Newsroom. We don't do that right now. And I was like, oh right, okay, fine. He said, but uh, let me come back to you. And then, sure enough, you know, a couple of weeks later, he'd come back. And it works. That is great. And it's a fantastic way of finding those people. So, you know, it's good.It's good that there's data. I mean, it's amazing. That's the fundamental. It', it's, you've got the data. You're the, as I say, you're that company with the unique position of being able to show me readership data versus the market, like in real-time. Adam: Right. Christian: That's amazing. But I don't think it would be that powerful if you didn't have the people. So the fact that you've got people who really enjoy working with us, it does feel like an extension genuinely of the team. It's not just through me. It's through a whole bunch of people on our side. Um, they all kind of matched up with teams in Taboola. And yeah, it's been seven years now. Adam: Seven years. Seven years of joy. Christian: Seven years, and they've passed quickly. We've done a hell of a lot together in seven years. Um, it's been fun. And now the thing is that everyone's kind of got someone that's matched up with them and really important. So, like Fran is one of the guys in your audience teams in New York, and yeah, he still checks in with all teams in New York. Now, when we've got people, people that we're onboarding, he dips in, helps with the training, you know. So he's actually kind of, he plays a really important role in training our new recruits, our like new reporters, or our new people in audience teams to just understand because good journalism doesn't just connect. And it's not just about, like, audience growth and money and growing a business and opening offices. If journalism isn't being read, like, really? When we, when The Independent still had print products, we had an editor. He had many catchphrases. He's a very charismatic guy. And one of them was there's great value in unread journalism. Like if you have that, you know, that kind of spread of the paper, that kind of makes you feel intelligent because it's your paper. But it was, you're not really gonna read it because it's a bit daunting to look at, and you haven't really got time. But there's great value in having that because it says something about The Independent. And actually, online now, if it's unread, it's just like ones and zeros on like a server somewhere. There's really no merit in stuff that's not being read. And if it's been read in big enough numbers. We just did a whole presentation this week about what makes The Independent special, and the thing we came down to is it's about making change happen. You know, people look around the world. They see massive problems. We've got, you know, crisis in leadership, then outlet political leadership across the world. Nothing bringing people together. Fractured societies. You know, we've got massive problems to deal with like whether it's COVID or climate, things like that. And you've got to have journalism that connects people, informs people. Adam: Especially now. Christian: And if people aren't really engaging with that, it's just, you're just missing the spot. Your journalism is just not as powerful as it could be. So it's not just about the business side of it and revenue. Adam: You mentioned connecting people and being at home, and how journalism is even more important because I need guidance, and I need advice, and I'm trusting the publisher that I'm connected to. But something, another thing that happened over the last year and a half, which led us to make a big bet on, on an acquisition we just made, was e-commerce. You know, we, we, we saw this phenomenon, you know. The New York Times here with the Wirecutter. CNET. Um, Meredith has a huge e-commerce business. USA Today has Reviewed.com. What we started seeing is big premium brands extending themselves, um, as a way to provide more value to consumers - reviewing products. Christian: Yeah. Adam: I just bought, by the way, uh, pans from my house because I love to cook. And I told my wife, I cannot make a decision without going to All Recipes. Please give me a moment. You know, and I went to All Recipes, and I checked some things out. And they, they give me advice. And I immediately made a purchase because I trust them. You know, and I trust them so much more than I trust Facebook or Instagram. And, um, so, so for me, especially now we're home. We can't go to the stores as we used to. I think we're more, you know, in many ways, you know, we're almost at the future cause we're making decisions to purchase things and interact with services like never before. Christian: Oh, yeah, sure. A bit of a cliche, but yeah, like ten years of change have just happened in like a year because of lockdown. And e-commerce 100%. I mean, we saw our e-commerce revenues go up like 60 plus percent year on year. I mean, it was huge. I mean, even now, we've got supply chain problems all across Europe, and the world, and America. Uh, we're still seeing huge, huge lead into, into e-commerce and growth in the area. So, we have IndyBest, which is kind of shopping reviews site. We're rebranding that to Independent Best. We're investing in... Adam: Is that a separate website? Christian: It's a connection. It is connected to - it's called IndyBest. It's now going to be Independent Best. It's going to be the, uh, the name of the specific reviews area, but we're actually going to blend it all the way through because we think it just delivers really good value back to, back to brands. I mean, you know, if you take like outdoor advertising. I always pick on outdoor advertising. It's kind of mean, but, you know, try and try and show me the, uh, the return on investment of that outdoor advert. Like, oh, and what do you do? You say, well, a thousand cars drove past, and five percent of them might've looked up at the advert. And like you know that's, what did that give you? Whereas if you've actually, you know, you've, if you can provide a service whereby you can, you can show people back. Actually, we drove these clicks that led to these sales. That's pretty direct. And as you say, for, for readers, they want to go to a company with, with real reach across multiple subjects, with who trust huge, huge trust metrics. And these publishers can do that. The Independent has got that. They're the most trusted news brand out there, genuinely. You know, we outrank everyone on trust. Um, so if we can give you a really independent, unbiased view, good research on what one to buy, then, you know, you're going to get some good pan at the end of it. And that's probably what that decision is all about for you. So, it's a good thing too. It's great for news publishers. Adam: So I, I, I love it. I'm convinced. I was, um, so I was, you know, on an analyst call. Now we're a public company. And I said, you know, I said, I believe the open web will be, become like this huge shopping cart. We know we're going to bring Amazon distributed to all these amazing publishers, and consumers will really appreciate the opportunity to, um, you know, consider buying things on the back of a publisher recommending them. It's the right thing to do or, at least, giving them options. And then one of the analysts asked me a question which I'm going to ask you. Christian: Okay. Adam: And she asked me, you know, in the spirit of quality journalism, how do you, what challenges does an authority have writing content about products, which is so distant from what they used to write about? So, what are the challenges you face? And you know, if she's listening, you'll tell her what's the answer. Christian: Well, there are a couple of challenges. One is knowing what stuff to write about. So, knowing what your audience is into. That takes us back into like the last subject because Taboola Newsroom can also tell you, not just like new subjects, but it can tell you whether people are into watches or smartphones or, or, you know, in airports or whatever it may be. But the other one is discovery. So, a lot of that is based on SEO. So, you know, well, that's if somebody starts off with a web search and says, what's the best pans to buy? There's a good intent to purchase there. But actually, having that knowledge for people that are already on your site and going around your site is kind of harder. So, at that point, you need the user data. You need to, you need that first-party registered user data. Because if I can know a little bit about you, um, we can serve you with things that don't feel like it's kind of pestering you, with kind of, here's an offer, here's an offer. Here's like some sort of spam mail kind of approach to, uh, giving you products to buy. We can actually hit that sweet spot of what you're genuinely interested in. Now, I think actually some of the walled gardens, you know, they have, you know they have data of, you know, advances in some ways here versus like individual publishers. But if you combine that with the Taboola network and you have that, you increase the size of that. Then you can get that richness of data for the open web, which is a really exciting opportunity. So one of the things you need with that level of data is scale. You need to have like multiple, multiple sources of data there, and that's where Taboola can come in because it has that for the open web. It has that scale of data across multiple sites. So it's a very unique, uh, proposition there. Um, we also, that's why we need to find these user registrations, so we've got first-party data. The advantage that I think publishers have got over shops and over traditional stores is that I was chatting to a guy who sells advertising for a fashion brand, let's say. I won't say which fashion brand. He was saying that fashion brand really doesn't have much first-party data because it's a really, really famous global brand. Everyone, you know, watching the video, and you would have heard of it. Um, but they've usually been sold through other stores, so the manufacturer doesn't really have a relationship with its customers. It's just such an obvious thing. But now, in the e-commerce world, that's a problem. That's a really big problem for them. Now for a company like The Independent, we can really, we can really fill out a very rounded profile if, you know if you're reading stuff on our site. You know, I might know that you might be reading our cars section. Or maybe you like, you know, the cocktail bars section and, you know, seeing some reviews or those kinds of things. But we can pick up loads of different data points because we write about so much stuff from parenting, thank you very much, to travel to whatever it may be. So, we can actually, we can actually build a really rounded picture through that user data. I think that combined with the trust of the reach, that's the real advantage, that's a real opportunity in e-commerce. Adam: So again, you're using data as a way to kind of cross the chasm, to know where to begin and not spend a year running things and then find out that it's not what you realized. Christian: Yeah, yeah. Cause the opportunity is now. It's really upon us. You know, it just happened so fast in the last year. Right? Adam: I'm a big believer. Christian: We can't get it wrong. Adam: I think by the way that, and I said, it's probably a third of our revenue and is approximately a third of your revenue. That's my belief, you know, in four years, it will be coming from e-commerce, from consumers making decisions to buy things, to book things on your site. And that's a big deal versus what it looks like today. Uh, I think for the vast majority of publishers, e-commerce is up 10% of revenue. And I think it's, it's going to be a third, potentially even more, and especially because we have changed. And we will never, you know, I think about going to the doctor now, if some, you know, something, it hurts me. It's amazing to imagine that I used to wait two weeks to go to the doctor versus now I can click a button and talk to somebody in a minute. If I think about, you know, uh, online education, local traveling, buying food, all these services that are now taken for granted, it's amazing to me that I used to do things differently a year and a half ago. And now that means I'm going to buy more, try more, do more, and there's no better way to be exposed to those through publishers. I want to, you know, we're coming to the end of this amazing session. We'll hopefully, hopefully, we'll have more teams later, but I want, I want to thank you. I want to thank you for, um, agreeing to have those drinks with me back in the day. Christian: Thank you for that. I think you may have picked up the tab for those drinks. So, thank you for the drinks as well. Adam: It paid off because, uh, I earned a partnership and friendship, and you've always been, um, you know, I think, you know, you mentioned people earlier, and I completely agree that at the end of the day, you know, uh, people do business with people. So we're talking about data and technology and growth and pandemics and changes, but what's the main commonality through all of this is just culture and people and friendship. Christian: One hundred percent. Adam: And I miss that the most, you know, in the physical world. You know, to be honest, we're here in my office now, and it's so nice to see people walking outside. So, I hope we'll come back to that, um, more of that, because I'm not sure what that's gonna look like. Um, but as we finish, I want to ask you kind of, when you think about the future, like, if you're thinking about the future of The Independent, the future of publishers, maybe advice for us as Taboola, or companies like Taboola. What's on your mind? Christian: Well, I think you should definitely lock down your market research team because you're, the numbers that you spoke about on e-commerce are very familiar. So, I'm going to present a plan for a 10X growth in revenue over a three-year time period, uh, to our board, uh, in a couple of weeks, so they are the numbers you just spoke about basically. Um, the other one is, I mean, the other leap we're making at The Independent is Independent TV. Um, I remember you telling me that the idea for Taboola came to you out of a frustrated moment watching TV at your mom's house, and you couldn't find something to watch. And you said this great thing. It's like, why, why am I sitting here trying to find content. Why can't the content find me?And that's what, that's the whole idea of the recommendations. So, something that we really back The Independent as a brand with a broadcast future. We think 100% we can do visual storytelling. We can do documentary. We can do lifestyle stuff. We've had extraordinary results. We've put 125% growth year-on-year on our video revenues in just 12 months since we lit this project up. So we're really, really investing heavily into TV. And I see us on OTT, and I already want Taboola as part of that because finding what people want to watch is what it's all about. Um, so that is a big one for us. Yeah. I think really, uh, presenting news in a better way on homepages and surfaces is something that there's still a long way to go. Uh, we're currently doing a project with you called, well, I've called it a hundred home pages because Taboola was on our article pages, right? And it wasn't on our home page, and it wasn't on our section pages. And it was like, hmm, should we have it there? How can we have it there? And so we designed it to be in with your team are based in London. But also with, uh, actually, no, it's with your team out of Tel Aviv who did this. And, uh, we've worked with your team a lot over about a kind of six-to-nine-month period, and it's still going. We now have a big area of our US, UK, and Asia home pages, which are currently being run, uh, by, uh, Taboola AI algorithm choosing, uh, recommending things for those individual consumers. It's working really, really well. The click-through rate is really, really positive, but we want it to set the bar higher, and we wanted to say, not only is this is, this is this kind of machine learning approach going to find stuff that you're really interested in, but we can apply it at a bigger scale than we could at a human level. So we just thought, what's a level that's kind of off the charts that no individual person could do? So we said one hundred home pages. So the homepage, the sports page, the politics page, the, I don't know the topic pages around a certain sports team. Can Taboola and The Independent work out a way for even those subjects, those real niche topics? Because of, you know, big, big web audiences are just built up of lots of little web audiences that are interested in certain things. But what you're interested in probably isn't the same as any other single reader of The Independent. You know, you are, you are you, and they are them, and everyone's slightly different. So how can we treat that? Now the 100 home pages, we're up to about, I think we're into double figures now of where we've got it, so there's a long way to go, but it's a really exciting one for me. Adam: This is a great place for us to stop. One hundred pages, a connected TV, expanding to help consumers discover things that they may love but never knew existed. Now I'm gonna do a cheers with you with coffee, and hopefully cheers… Christian: Martini's later. Adam: Thanks for doing this. Christian: Thank you. ###### DISCLAIMER – FORWARD-LOOKING STATEMENTS ###### CERTAIN STATEMENTS IN THIS MATERIAL ARE FORWARD-LOOKING STATEMENTS. FORWARD-LOOKING STATEMENTS GENERALLY RELATE TO FUTURE EVENTS INCLUDING FUTURE FINANCIAL OR OPERATING PERFORMANCE OF TABOOLA.COM LTD. (THE “COMPANY"). FORWARD-LOOKING STATEMENTS ARE NOT HISTORICAL FACTS AND RELATE TO ANALYSIS OR OTHER INFORMATION WHICH ARE BASED ON FORECASTS OR FUTURE OR RESULTS. EXAMPLES OF SUCH FORWARD-LOOKING STATEMENTS INCLUDE, BUT ARE NOT LIMITED TO, ANY STATEMENTS REGARDING FUTURE PROSPECTS, MARKET OPPORTUNITIES, COMPETITIVE STRENGTHS, PRODUCT DEVELOPMENT AND BUSINESS STRATEGIES. 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NOTHING IN THESE MATERIALS SHOULD BE REGARDED AS A REPRESENTATION BY ANY PERSON THAT THE FORWARD-LOOKING STATEMENTS SET FORTH HEREIN WILL BE ACHIEVED THE COMPANY DOES NOT UNDERTAKE OR ACCEPT ANY OBLIGATION OR UNDERTAKING TO RELEASE PUBLICLY ANY UPDATES OR REVISIONS TO ANY FORWARD-LOOKING STATEMENTS TO REFLECT ANY CHANGE IN ITS EXPECTATIONS OR ANY CHANGE IN EVENTS, CONDITIONS OR CIRCUMSTANCES ON WHICH ANY SUCH STATEMENT IS BASED. THE COMPANY UNDERTAKES NO DUTY TO UPDATE THESE FORWARD-LOOKING STATEMENTS EXCEPT AS MAY BE REQUIRED BY LAW. --- ### Interview with Christian Broughton: Data-Driven Insights at The Independent URL: https://www.taboola.com/marketing-hub/interview-with-christian-broughton/ Last Modified: 2026-06-22 08:36:27 Publishers are tasked with strategic decisions about exactly what editorial content to create and how to create it in order to engage their entire audience. It's a big challenge. Recently, our CEO and Founder, Adam Singolda, sat down with Christian Broughton, the Managing Director of The Independent, to hear how they make strategic editorial decisions using data-driven insights. The two discuss everything from their first informal meeting and Christian's initial skepticism, to the evolution of Taboola Newsroom and how it's become an integral tool for The Independent's editorial team. During the conversation, Christian offers several examples illustrating how those data-driven insights became impactful business and editorial decisions that were well-received by their audience. Check out the first half of their conversation below! Don't miss part 2 of the chat which is packed with even more useful insights. Adam: My name is Adam Singolda. I'm the founder and CEO at Taboola. We are in Taboola headquarters in New York. In-person. Not on Zoom. Not from home. Not remote. Not hybrid, in-person. And with me, I have my friend and partner for the past seven years, Christian. Why don't you introduce yourself? Christian: Yeah. I'm Christian Broughton. I'm the Managing Director of the Independent globally. Um, and this is my first time in New York for two years after what seemed like a very long pandemic. And I'm very, very happy to come and see my friend Adam. Adam: We're going to talk about a bunch of things. And, um, you're, you know, you're the chief editor of the Independent. Um, it's such an opportunity for me to learn and talk to someone that comes from the editorial side and speak about the future of journalism and local news and national news and driving growth from the point of view of the editorial team. So, it's, you know, it's fair that I get that opportunity, so I'm looking forward to it. Christian: Always. Adam: Um, and I thought the way to kick off this session would be about how you and I met about seven years ago. So I'm not sure if you remember, I'm going, I'm just going to do it. Christian: I remember most of the evening, but there's a couple reasons why I don't remember all that evening. Adam: You are in a, you agree to go, um, to meet me over drinks, which, you know, I rarely get to have drinks with chief editors, and we had a bunch of martinis. And then I told you, you know. Christian: Where was that? Was that Perry Street? Adam: That was Perry Street in the West Village. Yeah, good memory. So, you do remember. And I told you, there's something you don't know about your business. I said, you know, looking at Taboola's data, we just launched Newsroom, which was basically, was technology to empower editorial teams to A/B test creatives and things like that, but even more so to see what people on your site, your readers read when they leave your site to another network. And I told you, you know Christian, you don't know this, but your readers love content about family and kids. You don't cover that. Christian: Yeah. Adam: And your response was, we just met, mind you. Your response was, Adam, with all due respect, The Independent has been around for almost thirty years. Please don't tell me we should be covering. Christian: Oh, that's such a horrible answer. Did I already say that? Oh, wow. Wow. Okay. Yeah. I've learned to listen. Sometimes. Adam: I said, look, look, let's not fight it out. You know, it's just protected data. Christian: It was, from my point of view there, I was meeting, I didn't kind of know a huge amount about you. I didn't know a huge amount about Taboola. We just started working together. I was traveling with some of the commercial guys over here on that trip, and they were like, oh, we've just done this big deal with Taboola. Do you want to come and meet the guy that runs it? I was like, yeah, sure. Okay. Yeah. Okay. But, what fascinates me is for years and years and years, as a journalist, I've sat in rooms in like morning news conference or whatever, and it's just a bunch of people who sit around, a small group of people, and they decide what is important that day in the news and what we should do. And it's like top-down. There's no insight, really. There's just kind of, we all think it's like, it's not science. It's our, we're kind of gifted in this way that we know exactly what our readers are gonna... You know, even though there are like a hundred million of them a month in countries around the world, we still somehow arrogantly think that we have this human instinct that will just answer all the questions. So, then I'm meeting this guy. And he tells me - he'll take this wrong. I'm like, how do you know? And then you go, and then I think you got your phone out because you had that great graphic that Newsroom has with all the little bubbles. Adam: Right, the bubbles. Christian: And you're like, well, I know this because this is what people are reading on the internet right now. I was like, okay, yeah, I see this guy. Maybe he's got a good point. And then you followed up with your team. Your team came to see me back in London, and they were like, right, here's the data that Adam's talking about. Yeah, okay. I think we need to launch a parenting section. Adam: And you did. Christian: And we did. And we launched a parenting site. And it worked really well, so thank you for that. Adam: I always use this example because it's such a, you know, we'll speak about it, but data is actually scary because there's so much of it. And the biggest challenge, it's almost that it can be a fad unless you know what to do with it. So like, in fact, join or activate data into something that can affect your business is the harder part. Capturing the data is not necessarily the hardest part. It's what to do with it. Christian: Well, it's not for you because Taboola is in a really unique position on the open web, I would say. Like we will know, there's a lot written about data in kind of walled garden environments. Um, and each publisher thinks it's really good at data on its site, but what Taboola gives us is what our readers are doing on other sites as well. And there's no way we can know that. Adam: Right. Christian: Unless we kind of, you know, tap into, tap into Newsroom, so that's why we do it like all the time now. So all of our planning now, um, is heavy, heavy usage of Taboola Newsroom. So that's how we ended up launching that parenting section, but now we've adopted Taboola Newsroom so much across the editorial planning side of things, but we're using it, uh, to plan some really fundamental and super core, uh, new stories that we're, that we're doing. They don't come much bigger than, say, Afghanistan. So really serious heavyweight news stories, and it's expensive stuff for us to cover. So, you want to make sure you're staying on that story for absolutely as long as you're journalism, journalism is powerful. And your journalism is powerful while it's being read and it's connecting with readers. And so, every day, you measure the engagement in your Afghanistan stories, but what if you just got that day wrong? What if you just weren't very good that day and you just kind of missed it a little bit. Um, much, much better to measure the engagement across a much broader selection of sites. So what, what Newsroom enables us to do is to really see that interest of our, our readers specifically around the internet, just to see if we're ready to, you know, stay on the story or, you know, face down the story, move on something else. You know, we do that. We do other kinds of things as well. So when we've got elections coming up, you know, are we writing about the specific politicians enough? The ones that our readers really want to research a little bit more, the ones they really want to look into. So, you know, this gets away from the idea that a bunch of editors in newsrooms just decide what is the story of this election. And it's just a real top-down thing from the editorial team. Well, actually, maybe your readers want to combine other subjects and combine other characters in the election, so what becomes the plan for something like the midterms is going to, it will start with Taboola Newsroom. Adam: You know, it's interesting to me that the biggest shift in listening to you is actually a cultural shift because it's, you know, it's, it's blending art and science. You have people that, you know, for the last 100 years, have been working in a certain way. And I think doing God's work, you know, covering the news that people need to know about so they can, um, you know, uh, make decisions for their own life. And that's why journalism is important, especially local news, a lot of times. How do you, how do you bring data to your organization in a way that it's adopted and accepted? How do you measure that? What are the goals even from where you sit? And how do you make it not only comfortable and convenient for people to use but actually something they want to use and look forward to use to drive growth for the business? Christian: Yeah, I think there's a, you can get kind of data fatigue. You can just get too much stuff sometimes. And you know, there are so many competitive platforms out there. They all want to show you their piece of their KPI they think is going to drive your business. I think one of the differences with Newsroom is you actually listened. So, it was very rare to meet someone from the commercial world who wasn't talking to me about money. You were talking to them about what readers wanted. And you also, you and actually some other people in your organization did a very good job of listening. So how many years ago was it that you invited me down to Tel Aviv for yourself? Adam: Probably four years ago. Christian: Four years ago, that was a very fun time. Um, but it was also really important time for us because Newsroom was just really evolving fast at that point, really being developed. And I had a really good night speaking to the team that you introduced me to, who were working on that project. And they said to me, what do you want? What would actually move the needle for you? Um, and some of the actionable insights that came out of Newsroom came out of that conversation in Tel Aviv that night. Adam: That's awesome. Christian: Um, you know, find me another like data platform provider that actually listens. That actually iterates their products according to what people wanted. I mean, they might say, yeah, we'll put it on our pathway. And then, like six months later, a year later, it's like, do I really believe they're going to do this thing? Um, whereas then in Tel Aviv, um, we were looking at the alerts, like what data signals can actually, you know, trigger actions. So, it might be something is really performing well. Uh, hey, this story is really flying; it's not on your homepage. Or it might be, you know, this story is really performing well on your homepage, and you put this on social. Whatever it may be, just prompting the action. So don't just tell me numbers, but there are loads of data platforms out there for newsrooms that would just say, hey, it's like, you know, 1 million, three hundred sixty-eight thousand, blah, blah, blah. And you're like, well, okay, fine, whatever. But what, what do I do with that? Adam: So, it came to you versus you have to look at the graphs and things, and it made it, made it more actionable, more easy to use. Christian: Yeah. So then, and now, especially when we're working in a, in a, in a lockdown environment over the past couple of years, and everyone's a dispersed team, you lose that little bit of chat in the office where someone's just saying, hey, can you put that, you know, can you change that headline? Can you put that on the sport page? Can you put it on the homepage? Whatever. And that kind of sense of really active curation, just inevitably, however, whoever, well, you try to replicate the atmosphere of the office and however you know good the people's home setup is, you're just going to lose a little bit of that communication, but actionable alerts really work. Adam: I know for you, you know, going global, um, you know, out of the UK was a big priority. How would you say that data and those insights and those technologies kind of helped you evolve and expand globally into all the travel? We just talked about all the offices you have just in the US, and for you, that means traveling to so many places. Christian: Yeah, yeah. Adam: Talk to me about data almost as an enabler to go global. Christian: Yeah, so, The Independent has its kind of core values that will be eternal and unchanging globally. They are the same globally. But when you kind of customize for a certain location, you don't know what kind of sweetens the mix, right? So the, the kind of hardcore news subjects are self-selecting to a degree, not always, but you know, to a degree. But then you can't just kind of just give people news, news, news, news. You've got to find out what they're interested in. And on that cultural level, it's really interesting to look at the Newsroom data. So, you get, for instance, what TV shows should we cover, right? Adam: In the market? Christian: So, say US TV shows. We just did this recently. So, we were looking for growth opportunities. As you say, we've done an amazing job of growth in the past few years, but we want to get bigger and bigger. Um, so we're now like the number one quality news publisher in the UK. Uh, we're top 10 in the US, so the US is the big opportunity for us there. So it's great. Um, so how can we get bigger there? We've got to kind of, the growth is probably going to be driven from here. Our Head of Audience globally was in the UK, um, and was planning this out, and we're in a pandemic. So like, you know, coming for, on a little trip, fact-finding over here is not really going to happen. So, with Newsroom, we can actually see, actually some of your readers are reading about these kinds of TV shows a lot on the rest of the Taboola network. Or, you know, they're following these sports, and sometimes, you know, you think you know this stuff. You think, you know, we're pretty sure what we know about our readers, as I was back in that bar in Perry Street, over a martini. Adam: Never forget. Christian: Yep. Um, but it surprises you sometimes. I mean, I had no idea. I had no idea that, uh, our readers who are reading like politics and global affairs and stuff, they're also reading loads online about like UFC. Like really? Like the same people reading you're like really serious current affairs stuff, really into like combat sports and stuff? Like yeah, they are. So then that presents a challenge back to The Independent saying, well, is it bright for The Independent to cover that then? And how should you cover that? So, like, you know, Love Island, the TV show? It came up the way our readership - I think probably because our readership is - is just a little younger than a lot of our competitors. They're really into Love Island. So, it's like, right. Okay. Adam: Like all of us. Christian: Okay. Let's, let's... Adam: To be honest. Christian: Let's drop the protest. We're all into it. Adam: I may or may not have seen an episode but please, back to you. Christian: Are you familiar with the show? Um, yeah, so Love Island is great, and everyone loves it. Um, and it's like, yes, it's everyone's guilty secret, isn't it? Come on. But how should the independent cover that? So actually, we did some, we went really into it, and we wrote about like the social issues that come out of it and everything, so we kept it very brand, and we brought the brand of The Independent to that coverage. But it gave us the confidence to do that. And actually, like, how's that conversation going to go if you can't prove the point? How's that conversation going to go? When we had one of the things we did, we got the guy who writes a lot of the kind of op-ed stuff, like a lot of the editorials, like the most cerebral guy. And we have a conversation with this guy called Sean, and it was like, Sean, what do you want to write about? And he's, he's, he's great. He's really up for it. He, he loves it. He loves a bit of innovation. But Sean, how are you going to cover Love Island? Adam: And how was that conversation? Christian: It's kind of a little bit like, really? Um, and you have to, it helps the conversation. You can say here's some evidence that we're not just, we haven't gone crazy. Adam: Our people love it. Christian: And then we can say actually, and our people really loved it when you wrote about it because here's that data too. So that was, that's important. But, hey, I'll tell you what was a really big challenge was we did a, we launched it in the pandemic. We launched The Independent en Espanol because, uh, really interested in overseas expansion to other languages. We're in six languages now. Um, and the latest one of those is Spanish. So we're looking at Latin American news cycles and the whole business model there. Because a, a year ago or so, um, I kind of changed roles, and now I'm very exposed to the business side. Um, and what's the business model of this? How are you going to have a newsroom for Latin America? And obviously, the first big resource you've got is you've got a ton of stories in the English language. So actually, which of those subjects are going to be good to let just translate and customize a little bit, but which things do you have to build from like zero? And there's no better way, let's take the art out, then let's just go for science on that because it's quite big decisions, quite a big money decision. And so we use that to just see exactly what the audience wants from our content. And, you know, you just take, you just remove months of trial and error. And, you know, time is money, right? So you're spending loads of money. It's a bit demoralizing. You're not really getting anywhere. You could do it that way. Sure. That's kind of traditionally, you know… Adam: How it's managed. Christian: Magazines, newspapers they kind of launched on hunch. Right? Some of them work, some of them don't. Like, should we take the F, should we take the kind of failure options out with that and just like go straight to success? It's much better. Don't forget to watch the rest of Adam and Christian's chat. Part 2 is coming soon! ###### DISCLAIMER – FORWARD-LOOKING STATEMENTS ###### CERTAIN STATEMENTS IN THIS MATERIAL ARE FORWARD-LOOKING STATEMENTS. FORWARD-LOOKING STATEMENTS GENERALLY RELATE TO FUTURE EVENTS INCLUDING FUTURE FINANCIAL OR OPERATING PERFORMANCE OF TABOOLA.COM LTD. (THE “COMPANY”). FORWARD-LOOKING STATEMENTS ARE NOT HISTORICAL FACTS AND RELATE TO ANALYSIS OR OTHER INFORMATION WHICH ARE BASED ON FORECASTS OR FUTURE OR RESULTS. EXAMPLES OF SUCH FORWARD-LOOKING STATEMENTS INCLUDE, BUT ARE NOT LIMITED TO, ANY STATEMENTS REGARDING FUTURE PROSPECTS, MARKET OPPORTUNITIES, COMPETITIVE STRENGTHS, PRODUCT DEVELOPMENT AND BUSINESS STRATEGIES. 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NOTHING IN THESE MATERIALS SHOULD BE REGARDED AS A REPRESENTATION BY ANY PERSON THAT THE FORWARD-LOOKING STATEMENTS SET FORTH HEREIN WILL BE ACHIEVED THE COMPANY DOES NOT UNDERTAKE OR ACCEPT ANY OBLIGATION OR UNDERTAKING TO RELEASE PUBLICLY ANY UPDATES OR REVISIONS TO ANY FORWARD-LOOKING STATEMENTS TO REFLECT ANY CHANGE IN ITS EXPECTATIONS OR ANY CHANGE IN EVENTS, CONDITIONS OR CIRCUMSTANCES ON WHICH ANY SUCH STATEMENT IS BASED. THE COMPANY UNDERTAKES NO DUTY TO UPDATE THESE FORWARD-LOOKING STATEMENTS EXCEPT AS MAY BE REQUIRED BY LAW. --- ### Salute-worthy Memorial Day Marketing Insights and Strategies URL: https://www.taboola.com/marketing-hub/memorial-day-marketing-insights-and-strategies/ Last Modified: 2025-01-14 14:35:51 Memorial Day means different things to different people. Some observe the holiday with a serious attitude, taking it for what it historically represents: a time to remember brave soldiers who died fighting for our country. Others see the holiday as a long weekend that marks the start of summer and a chance to score hot deals as most retailers offer deep discounts. That contradiction in approaches to Memorial Day makes marketing for the holiday a bit of a minefield, but if you walk the path carefully, you can reap the commerce benefits without upsetting anyone. In this post, we'll look back at last year's trends and explore what's in store for this year. We'll also reveal data-backed insights about the creative and targeting strategies you should use to capitalize on readership trends, boost brand awareness and drive sales. May 30 is just a few weeks away, so there's no time to waste. Let's get to it! ## Trends That Triumphed Last Year While Memorial Day weekend is synonymous with family BBQs and unbelievable sales, it's also a top weekend for travel. Last year, some 37 million US consumers did just that, according to eMarketer. While that number is lower than pre-pandemic days, it certainly shows a significant rebound. Those who weren't on the move took a different approach: they shopped until they dropped, scooping up limited-time deals. Statista data shows US-based retail e-Commerce sales peaked in Q2, topping out at $222 billion, likely helped to that height by Memorial Day sales and the start of summer. Coresight identified the top five ways people planned to spend their hard-earned cash during the long weekend. Dining out took the top spot (30%), while 21% of consumers had in-store shopping in mind, and 17% intended to shop online. Data from Connexity (a Taboola-owned company) showed that online shopping traffic started to spike on Friday (March 28), peaking the following day when sales were in full swing. So, what types of content attracted the most traffic, and which products drove users to break out the plastic? Let's break it down by reviewing the data from another Taboola company, Skimlinks. ### Top-Performing Content for Memorial Day 2021: Deals, Deals, Deals Publisher articles about deals on mattress and sex toys as well as store-specific deals generated the most clicks and commissions. ### Top-Performing Merchants for Memorial Day 2021: Mattress Mania Four out of the top five top merchants were mattress brands Allswell, DreamCloud, Leesa, Saatva, while the fifth was the closely related brand Brooklyn Bedding, ### Top-Performing Products for Memorial Day 2021: Dreamy Beds Unsurprisingly, holiday weekend deals on mattresses and bedding attracted many customers, and all the top products fell into those categories. ## 2022 Predictions: One Nation Under Sales According to a survey of thousands run by Numerator, 80% of consumers plan to celebrate or mark Memorial Day in one way or another: - 13% have travel plans - 59% intend to kick off the unofficial start of summer with a BBQ - 30% will shop online Here's a crucial piece of data to consider when planning your advertising campaigns and content: 89% of consumers feel that inflation will impact their holiday shopping. What should you do with that? Focus your content and campaigns around great deals and discounts on coveted items. If you've read any of our other holiday marketing guides, you'll have noticed last year's trends centered around products that renewed home interiors and self-care and lifestyle products. We have it on good authority (you'll see in the data below) that home goods and lifestyle items will be top sellers. Prioritizing a good night's sleep continues to drive customers to invest in mattresses and bedding so they can create an oasis-like bedroom. We've also realized how valuable outdoor settings are. With summer days fast approaching, sprucing up the backyard in time for a holiday BBQ is on everyone's mind. Our advice is to create thoughtful gift guides that round up deals for indoor and outdoor home décor and furniture pieces that make spaces feel cozy and luxurious. ## News Trends: Red, White, and New Consumers turn to the open web every day, searching for answers, advice, and recommendations. When you incorporate current search and news trends into your campaigns and content strategy, you'll be serving consumers exactly what they are most interested in at the moments when they are in the right mindset. To help you prepare in advance, we looked at Skimlink's data and trends from last year, as that's the best predictor of what will be popular this year. Taboola's US publisher network shows the following search trends emerging as of April 8, 2022: Memorial Day: 199,210 pageviews in the last 90 days Mattress: 361,590 pageviews in the last 90 days Patio: 399,800 pageviews in the last 90 days, up a staggering 278% ## Publisher News Articles: Sun's Out, Sale's On Publishers are already pushing out content based on the news trends above. Let these examples inspire your content strategy and ad campaigns. TODAY created a guide that rounds up some of the best deals for outdoor patio lights and décor. Tom's Guide gives consumers exactly what they want – insights into where to find the best Memorial Day mattress sales. Hunker complied a guide pointing readers to the best Memorial Day outdoor furniture deals. ## Fire Up Your Campaigns with Targeting Best Practices How can you make the most of your advertising budget and ensure more exposure for your campaigns? After analyzing millions of campaigns, we recommend using the following best practices. Automate with SmartBid: SmartBid, a semi-automatic bidding strategy powered by deep learning and historical data, increases or decreases bids based on the probability of an impression turning into a conversion. High Impact Placements: Use Taboola's High Impact Placements to ensure that your campaigns are surrounded by brand-safe content and appear in the most desirable areas on publisher sites, including on the homepage, section front, mid-article, Taboola Feed and Stories. Motion Ads: If you want to see higher CTRs and CVRs, and lower CPAs, consider using Motion Ads, which use GIFs and looped videos to attract more attention and stand out in a sea of static image campaigns. Like always, you'll improve campaign performance with an A/B testing strategy. In addition to those strategies, using the correct ad format and proper device targeting based on your objective is crucial. As of March 27, 2022, our US advertiser data from the Lifestyle and Home verticals show you can achieve higher CTRs with lower spend with the following: Performance by Content-Type: For your ad format, choose Video over Photo and Text Performance by Platform - Brand Awareness: Target Tablet over Desktop and Mobile if your goal is brand awareness Performance by Platform - Leads: Select Tablet over Desktop and Mobile for lead generation campaigns Performance by Platform - Purchases: Drive more sales by targeting Tablet over Desktop and Mobile ## Pay Homage to these Creative Best Practices Instead of guessing which images, videos and headlines you should use in your campaigns, head over to Taboola Trends, where you'll find data-backed insights to guide your decision-making process. This tool analyzes billions of impressions and clicks to determine what elements drive the highest CTRs, allowing you to launch campaigns with confidence. Here are creative trends US advertisers in the Lifestyle and Home verticals should use in their campaigns as of April 17, 2022: Lifestyle Image Trends: See increased CTRs by using colorful photos shot from a distance. Home Image Trends: Drive CTRs higher with close-up images that include women and animals. Taboola's video trends can be filtered by platform, duration, completion, and viewability. Here's what to boost completion rates for all verticals, all platforms, and all durations: Video Actions: Use video footage that shows people eating, engaging in air travel, or marriage-related scenes. Video Characteristics: Data shows you can increase video completion rates by including illustrations, men, winter settings, and footage overlayed with text. Campaign Headlines: Using Taboola's Title Analyzer is the best way to test out campaign headlines and identify the ones with the highest predicted CTRs. Here's a look at how some sample headlines would perform: Example Campaigns: If we combine the search and news trends with the creative trends we've covered, your Memorial Day campaigns could look like these: ## Case Studies: Brands That Fought the Good Fight ### OTTY Mattress brand OTTY partnered with Taboola to support their top- and middle-of-the-funnel activities. By implementing audience segments from Data Marketplace and adding view-through attribution, the company achieved a 7.8x average ROAS and earned 10x higher conversion rates. ### Energy Company A New Zealand solar energy company used Taboola's advanced targeting capabilities to push its content on premium publisher sites while only bidding on audiences in the desired geographic area. This process generated 1,000 high-quality leads with a lower CPA than the original goal. ### Leesa To reach new customers while they are in the researching and purchasing phases, Leesa, a mattress brand, used Taboola to show its content on premium sites, resulting in thousands of leads and sales with a 5.7x ROAS. ## Serve Your Country (with Good Deals) Even though Memorial Day is a somber day for some, the rest of the long weekend is sprinkled with fun in the sun activities, family get-togethers, and relaxation. And, of course, no US holiday would be complete without some shopping. Make sure to keep your marketing messages respectful but don't hesitate to push out content and campaigns that highlight the best Memorial Day and early summer deals. Consumers are hungry to snap up savings, especially for items that enhance their homes and lives. Follow the best practices covered here, and you'll be well on your way to boosting traffic and sales. --- ### What is Programmatic Direct Advertising? URL: https://www.taboola.com/marketing-hub/what-is-programmatic-direct-advertising/ Last Modified: 2026-06-16 11:30:41 Programmatic advertising comes in many forms. Each one helps publishers better sell ad inventory across platforms, while also helping advertisers reach target audiences at scale. In fact, that's why programmatic native and display spend is on the rise. As Statista reported, programmatic advertising spend reached $155 billion in 2021 — up from just $68 billion in 2017. It's important for publishers and brands to understand the different types of programmatic advertising so they can find the most effective strategies for their campaigns and goals. Let's look at direct advertising, in particular. ## What is Programmatic Direct Advertising? It's the process of buying ads directly from publisher partners. Unlike traditional advertising, these ads aren't delivered manually. They're distributed programmatically through a demand-side platform (DSP), which uses data and algorithms to help identify the best ad placements. When it comes to real-time-bidding (RTB) programmatic vs. direct programmatic, there are a few key differences. With RTB, advertisers bid against each other for impressions in a digital auction. With direct advertising, publishers and advertisers work together on a one-to-one basis, setting a guaranteed number of impressions at a fixed price. So RTB placements can be more scalable and affordable, but direct placements can be more high-quality and brand-safe. That's just the tip of the iceberg, though. Programmatic direct can also be divided into a few different types, each with its unique benefits and drawbacks. To help publishers and advertisers understand all that direct advertising has to offer, we'll explain: - Programmatic Direct vs. Programmatic Guaranteed - How Does Programmatic Direct Work? - Types of Programmatic Direct Advertising - Pros and Cons of Programmatic Direct for Publishers ## Programmatic Direct vs. Programmatic Guaranteed First, what is direct buying vs. programmatic guaranteed? Simply put, programmatic guaranteed is one form of direct buying. With programmatic guaranteed, a publisher and advertiser decide on a set CPM (cost-per-thousand-impressions) and delivery window. The advertiser then guarantees to buy the ad placement based on that CPM. Publishers might use programmatic guaranteed to lock down revenue from a trusted, relevant ad partner. And advertisers might use this form of programmatic direct to lock down a certain number of impressions in a vetted, brand-safe environment. ## How Does Programmatic Direct Work? Programmatic direct ads are purchased on a one-to-one basis. How do you actually buy programmatic advertising directly? Typically, a publisher contacts an advertiser through a DSP — or vice versa — and proposes a certain ad inventory package at a fixed CPM. From there, the publisher and advertiser negotiate until they reach a mutually beneficial deal. The advertiser then runs their campaign programmatically, reaching the right audiences at the right time through the publisher's digital property. Here's an example. A fitness blog is selling ad space on its website. They reach out to a popular athletic-wear retailer, offering an opportunity to run ads at a fixed CPM in front of its built-in, engaged audience of fitness enthusiasts. They negotiate a deal and the advertiser launches its ads through its DSP. As a result, the publisher gets to monetize its content with a hand-picked ad partner, and the brand gets access to premium publisher inventory at a predetermined price. Through their DSPs, advertisers can also expand their reach by syncing up with platforms like Taboola. As the world's largest content discovery platform, Taboola has direct integrations with the world's leading DSPs, including Google's DV360. This means programmatic advertisers can tap into our network of over 500M daily active users across 9,000 publisher partners. ## Types of Programmatic Direct Advertising There are three main different types of programmatic direct advertising: private auctions, preferred deals, and guaranteed deals. Here's a closer look at what they each entail. ### Private Auctions A private auction or private marketplace (PMP) is like an RTB auction but it's invite-only instead of open to all advertisers. So advertisers use private auctions to bid on programmatic placements in real time, but they're among a more exclusive group of bidders. Also, private auctions may set a minimum bid for participants. Taboola, for example, offers a range of PMP deals, including: - Prime with Taboola for luxury native display ads - High Impact Placements across top-tier editorial publications - Views with Taboola for 100% viewability guaranteed ### Preferred Deals A preferred deal is a one-to-one negotiation between a publisher and advertiser, wherein they agree on a fixed CPM for a programmatic placement. Still, the advertiser is not locked into purchasing the inventory. They get an exclusive opportunity to buy first — and directly from the publisher — but they can ultimately decide to walk away if the deal doesn't work for their campaign goals. ### Guaranteed Deals A programmatic guaranteed deal is like a preferred deal, but the advertiser is guaranteed to follow through and buy at a fixed CPM. So the advertiser gets access to premium inventory at an agreed-upon price and volume, and the publisher gets a guaranteed stream of revenue. ## Pros and Cons of Programmatic Direct for Advertisers Programmatic direct buying has its advantages and disadvantages. It's important for advertisers to understand the ups and downs of these one-to-one deals, so they can make the best decisions for their business needs. The biggest benefits of programmatic direct for advertisers are: - Quality control. Advertisers can hand-pick and vet publishing partners, ensuring only high-quality placements across trusted editorial sites. - Security. Advertisers can weed out risky inventory and reach target audiences in brand-safe environments. - Guaranteed impressions. Instead of competing against others bidders in a real-time auction, advertisers will know they're getting guaranteed reach at a fixed price. Meanwhile the risks of programmatic direct buying include: - Not as scalable. Direct deals can take more time to execute, so may have trouble scaling their reach with this method. - May be difficult for small advertisers. Small and newer advertisers may have a tough time forging exclusive deals with high-end publishers if they're just getting their ad operations off the ground. ## Conclusion Programmatic direct deals may become more popular as publishers attempt to crack down on ad fraud and advertisers seek to improve brand safety. Still, RTB offers scalability and cost-effectiveness for advertisers looking to expand their reach across the open web. However you choose to create your programmatic display or native ad campaigns, you can consult our Programmatic Creative Best Practices and data-backed case studies for guidance. Also, check out our how-to guides for creating a native display deal through Google's DV360 and creating a programmatic deal through The Trade Desk. Ready to launch your next programmatic campaign now? Get started with Taboola. --- ### What is RTB? Real-Time Bidding Explained for Advertisers URL: https://www.taboola.com/marketing-hub/what-is-real-time-bidding/ Last Modified: 2025-06-09 11:37:05 At its core, programmatic advertising involves using technology platforms to automatically buy and sell digital ad inventory. With the right programmatic software, brands can better reach targeted, built-in audiences at scale and publishers can more efficiently monetize their content and drive revenue. This is a big improvement from traditional ad buying, which was usually done manually and on a one-to-one basis — taking a lot of time and resources. Programmatic advertising, on the other hand, uses technology to help advertisers optimize their campaigns and budgets in real time, and deliver more personalized ad experiences across platforms. Real-time bidding (RTB) was first invented in the early 2000s by Brian O'Kelley at Right Media. After realizing how difficult it was for brands to create large-scale deals with digital publishers, O'Kelley knew he needed to find a way to automate this process. So he built a foundation for RTB — and the programmatic advertising world was never to be the same. As programmatic advertising continues to grow — reaching $96 billion in spend in 2021 — RTB remains a go-to strategy for brands and publishers. Many know that if they want to launch a range of data-backed campaigns in relevant, brand-safe environments, RTB is a prime solution. In this guide, we'll help you make the most of your RTB programmatic buying by breaking down: - What is Real-Time Bidding (RTB)? - How Does Real-Time Bidding Work? - The Difference Between RTB and Programmatic Direct - The Benefits of RTB ## What is Real-Time Bidding? Real-time bidding is the process by which advertisers bid for ad placements in a virtual auction, and as the name suggests, in real-time. Typically RTB is done by cost-per-thousand impressions (CPM). So relevant advertisers vie for inventory to get in front of publishers' audiences, and the ones with the highest CPMs win the available slots. What is the difference between programmatic advertising and RTB? Well, RTB is just one way to buy programmatic ads. Programmatic advertising can also be purchased through: - Programmatic direct deals, which are forged directly between individual publishers and advertisers on a one-on-one basis - Programmatic guaranteed deals, which offer guaranteed impressions at a fixed price - Private marketplaces (PMPs), which are invite-only RTB auctions While RTB isn't the only programmatic advertising solution, it is one of the most popular because it's cost-effective and easily scalable across publisher properties. ## How Does Real-Time Bidding work? RTB programmatic advertising is accomplished using a core group of technology platforms. These include: - Demand-side platform (DSP). A DSP is a type of software that brands use to buy programmatic ad units from publishers. - Supply-side platform (SSP). An SSP is a type of software that publishers use to sell programmatic ad units to advertisers. - Ad exchange. This platform connects the DSP and SSP, and it's where the actual programmatic transaction occurs. Taboola, for instance, is an ad exchange that's integrated with many industry-leading SSPs and DSPs, helping thousands of publishers and advertisers more efficiently run their campaigns. Using these platforms, here's how an advertiser might go about the RTB media buying process: - The advertiser uploads their campaign creatives and customer data to their DSP. - The advertiser set its CPMs based on its budget and campaign goals. - A reader visits a publisher's webpage, where an ad unit exists and needs to be filled. - The ad exchange is triggered to hold a programmatic real-time bidding auction to populate that ad unit. - The ad exchange matches the data from the advertiser's DSP with the data from the publisher's SSP to find the most relevant placement for this reader. - The advertiser with the winning bid gets the ad unit. Their creative is sent to the publisher's SSP and delivered to the reader — instantaneously. ## The Difference Between RTB and Programmatic Direct When learning about real-time auctions, many advertisers might wonder, “What is the difference between RTB and programmatic direct?" Programmatic direct is a form of programmatic ad buying, just like RTB. The big difference is that programmatic direct deals are built one-on-one between a publisher and advertiser. Still, it's not a form of traditional advertising because the ads are distributed programmatically through the platforms outlined above, not manually. RTB, on the other hand, is accomplished on a much larger scale, with potentially thousands of advertisers vying for one publisher ad unit at any given moment. For that reason, RTB can be more affordable and easier to execute but programmatic direct can yield more high-quality, premium ad placements and partnerships. ## The Benefits of RTB RTB programmatic advertising offers many benefits for brands looking to expand their reach and streamline their budgets. The biggest advantages of RTB media buying include: - Scalability. RTB allows advertisers to run potentially thousands of campaigns in real time all from the same platform: their DSP. - Increased reach. Advertisers can use RTB to automatically place ads across a range of publisher properties without having to manually oversee the process. - Affordability. Since advertisers can set their CPM bids, they know they'll never pay more than they need to for ad inventory. - Advanced targeting. Ad exchanges pull customer data from publishers and advertisers to instantly find the right audience for each campaign. RTB and programmatic advertising will continue to open up new opportunities for advertisers to drive awareness, consideration, and conversions. As eMarketer reported, programmatic display ad spend increased 29% from 2020 to 2021, and it will soon account for over 90% of all digital display ad spend — more than ever before. Taboola is prepared to help advertisers fully leverage the open RTB space. Taboola recently announced the launch of a new native bidding service, supported by Microsoft, a long-term strategic Taboola partner, allowing Taboola to extend its advertiser base to other supply types such as display advertising inventory, social networks, and others. Get ahead of the competition and optimize your RTB campaigns with our overview of programmatic advertising, title and thumbnail best practices, tips for building native programmatic ads, and white label programmatic case studies. Ready to build your own RTB campaigns across premium publisher websites? Get started with Taboola. --- ### Why Social Media's Echo Chambers Won't Happen on AI-Powered News Sites URL: https://www.taboola.com/marketing-hub/why-social-medias-echo-chambers-wont-happen-on-ai-powered-news-sites/ Last Modified: 2025-01-14 14:35:52 Social media has a powerful pull on people: we stay in touch and feel connected to family, friends and communities that are important to us. But when it comes to news, social media's hyper-personalized algorithms revealed their dangerous side: echo chambers, information bubbles, and the rapid spread of fake news. The algorithms that made social media so effective at keeping people engaged also created these very problems. The way to fight rampant misinformation and improve online discourse is the very thing journalists and editors work hard to achieve: Get people to spend more time with high quality news sites but without the “engagement at all cost" approach of social media. By marrying a version of the personalization technology that makes social media feel so relevant with the skills, craftsmanship and values of journalism, news sites can re-capture the kind of engagement with their content that improves discourse and supports civic life in our communities. The truth about these algorithms, a truth that big tech has been reluctant to own, is that those algorithms are not agnostic. They reflect the goals, experiences and values of those who create them. News publishers have an opportunity to develop tools that more explicitly reflect the goals and values that have historically helped guide decisions about news. An example of the kind of values journalists aspire to was made explicit nearly 90 years ago by one publisher. In 1933, when Eugene Meyer bought the Washington Post out of bankruptcy, he established a set of principles he hoped his newspaper would achieve: “To tell the truth, as nearly as the truth may be ascertained;" that the “newspaper's duty is to its readers and the public at large;" and that “in the pursuit of the truth, the newspaper shall be prepared to make sacrifices to it's material fortunes, if such course be necessary to the public good." The way social media developed its algorithms reflect no such values. Instead, social media algorithms are tuned only to increase the time users spend on the site or app without regard to the truth, accuracy, or impact of the content on those readers. On a typical day, 4.75 billion pieces of content are shared on Facebook. There is very little vetting of this ocean of content so the onus of trusting what you read on Facebook is entirely you. While the share from your aunt about your cousin's birthday party is quite trustworthy, that content your uncle shared about an election, a vaccine or a “special military operation" is harder to judge. Not surprisingly, according to a recent Gallup poll, social media is the least trusted source of news about the world. Paradoxically, social media is also the most relied upon source for the news. News publishers have some inherent disadvantages in capturing the same level of engagement that sites like Facebook have captured, especially when it comes to technology development. But those same publishers' greatest asset, their newsrooms and editorial operations, are exactly what our world needs today. Not surprisingly, while these publishers are not the most relied upon for news, they are the most trusted. Building that engagement is where smart application of AI & personalization comes in. For AI to effectively personalize news sites and increase reader engagement, it's crucial that editors be involved at every step of the process of designing the algorithms and UX. With “Homepage for You," our newly released homepage personalization tool, we did just that. Our product, engineering and data science teams worked with senior editors at some of the world's biggest news sites, incorporating their expertise and many cautionary warnings into the very foundation of the technology. We knew that earning editors' trust would be the first step to earning readers trust and by extension, readers' engagement. Some of the things that came out of this effort include: - Tools for editors to review and moderate algorithmic decisions that “teach" the algorithm about editorial decisions. - An interface to disable personalization in specific parts of the homepage (any or all) when the news cycle warrants more closely curating particular homepage content. The breaking news cycle over Ukraine is an easy example of when these editorial controls are essential. Other examples could include times when major news projects are published, when local natural disasters strike, or other areas of editorial focus, like climate change. - Editorial teams create “definitions" about content mix so that personalization won't remove or hide content areas. This happens regardless of personalized interest in those areas. For example, coverage of a local sports team would still be included on a local site, even to people who may only have a slight affinity to sports content. - Focus on originally-reported content over aggregated and syndicated sources. This is in line with data showing that readers trust their chosen news source over social media and other news aggregators. The news industry continues to face significant challenges competing with social platforms, but many publishers are ready to tackle those challenges. Recent research from Reuters shows that 85% of publishers globally say that AI will be important this year in delivering better personalization and content recommendations for consumers. In an age where personalization is the new norm for digital experiences, it can be hard for news sites to make sure they're capturing user attention in a safe way. But, with effort and discernment, strong personalization strategies can help readers discover things they'll find new and interesting about their community and the world. Taboola's Homepage For You is one example of a breakthrough solution to help balance this new personalization status quo with the need to ensure a balanced and accurate exchange of information. If you have any questions, reach out to us here. --- ### Guaranteed, PMP and Direct: Types of Programmatic Advertising Deals Explained URL: https://www.taboola.com/marketing-hub/types-of-programmatic-advertising-deals/ Last Modified: 2026-06-16 11:30:07 Programmatic advertising was created to make ad buying and selling easier. That's because it gives brands the ability to buy inventory at scale, in real time, and across platforms. Compared to traditional advertising — which is done through manual or one-to-one deals — programmatic helps advertisers save time and money while gaining reach and revenue. In fact, programmatic ad spend in the U.S. reached $79 billion in 2021, accounting for over half of all media budgets. Still, there are certain programmatic advertising terms and practices that can be tough to wrap your head around. Whether you're just getting started with programmatic advertising or looking to revamp your strategies, it's important to understand the ins and outs of programmatic so you can build the best deals for your advertising goals and campaigns. That's where this guide comes in. We'll help you make the most of your programmatic native operation. ## Types of Programmatic Advertising Programmatic advertising is the process of using technology platforms to automatically buy and sell digital ad inventory. At its most basic level, programmatic uses customer data and algorithms to match relevant ad content with available publisher inventory in real time. Programmatic advertising can be accomplished in several ways. To start, it's important to consider: What are the four types of programmatic inventory? They are: - Real-time bidding (RTB) or open auction - Programmatic direct - Programmatic guaranteed - Private marketplace (PMP) ### Real-time bidding (RTB) or open auction With RTB, for example, advertisers upload their ad content to to a demand-side platform (DSP) and set their highest bids by cost-per-thousand-impressions (CPM). The DSP then communicates with the publisher's supply-side platform (SSP) and ad exchange to find the right fit — based on data and bids — for each ad slot. RTB is a popular programmatic buying option because it's cost-effective and easily scalable. Now, let's take a look at the more exclusive types of programmatic advertising deals and what they entail. ### Programmatic Direct Programmatic direct advertising is the process of buying ads on a one-to-one basis — directly from publishers. This may sound just like traditional advertising, but it's not. That's because programmatic direct deals still happen through an advertising platform like a DSP, SSP, or ad exchange. So, which is better: RTB programmatic vs. direct programmatic? That depends on your goals and budget. Programmatic direct can be pricier and less scalable than RTB because deals are made on a one-to-one basis. The upside is that programmatic direct comes with more transparency and brand safety, since advertisers can vet each publishing partner and ad deal individually. ### Programmatic Guaranteed Programmatic guaranteed occurs when a publisher and advertiser agree on a fixed — or guaranteed — CPM for a deal. Alternatively, a programmatic preferred deal happens when the publisher sets aside inventory for a particular price, but the advertiser isn't guaranteed to buy it through their programmatic DSP. So, is programmatic direct the same as programmatic guaranteed? No, programmatic guaranteed is a form of programmatic direct, since it involves a one-on-one exchange. Programmatic guaranteed has its advantages and disadvantages for advertisers — depending on what they want to get out of their ad campaigns. This biggest pros of programmatic guaranteed include: - Access to premium inventory. Advertisers can enjoy high-quality, hand-picked ad units that are customized to their needs. - Improved transparency. Compared to RTB, programmatic guaranteed deals can be less risky, weeding out fraudulent sellers and unsafe placements. - Greater control over ad distribution. With programmatic guaranteed, advertisers can always know where their ads will run and at which price. Meanwhile the downsides of programmatic guaranteed are: - Decreased scale. Since guaranteed deals are made directly between parties, they can't be completed en masse like automated RTB deals can. - Less flexibility. Advertisers are locked into their guaranteed ad buys, so they may not have an opportunity to change their mind or reassess after they strike a deal. ### Programmatic PMP A PMP is a private marketplace to which only certain advertisers are invited. It functions like an open RTB auction, but it's exclusive to select ad buyers. With PMP programmatic deals, publishers can hand-pick trusted brands and advertisers gain premium access to high-quality inventory. The most notable advantages of programmatic PMP deals are: - Automation and access. PMPs offer the best of both worlds — the automation of RTB auctions with the exclusivity of direct deals. - Enhanced customer targeting. Publishers may offer PMP buyers better access to their audience data, helping them deliver more relevant and engaging campaigns. On the other hand, the possible risks of PMP deals include: - Less scale. PMPs may offer less ad units than an open auction market does. Programmatic guaranteed and PMP deals are each exclusive in their own way. While programmatic guaranteed deals are built directly between two parties, PMP deals are created within a marketplace of other advertisers. So PMP deals are more private than RTB auctions but not as private as one-on-one, guaranteed negotiations. ## How to Set up a PG Deal Advertisers can set up a PG deal or programmatic guaranteed deal in a few key steps. While the exact process will vary according to your programmatic advertising platform, setting up a PG deal usually involves: - Uploading your campaign information and customer data to your DSP - Sending a request for proposal (RFP) to a publisher - Negotiating the terms of your proposal, including ad impressions, audience segments, and run time - Choosing your campaign creatives and targeting options When setting up a programmatic campaign through their DSP, advertisers can also find premium publishers through a third-party programmatic platform. Taboola, for example, has direct integrations with the world's leading DSPs, helping advertisers reach over 500M daily active users across 9,000 publisher properties. With Taboola's exclusive inventory and readership data, advertisers can run programmatic video and image ads that expand their reach and generate results. ## Conclusion It's important to understand the different types of programmatic advertising, so you can set up the right campaigns and publisher partnerships for your business. As you go about building your programmatic campaigns, you can also use our programmatic creative best practices and case studies to guide you. Also, check out our step-by-step guides to creating a native display deal through Google's DV360 and creating a programmatic deal through The Trade Desk. Ready to drive more traffic and conversions through the power of programmatic advertising? Get started with Taboola. --- ### Native Advertising Statistics and Benchmarks 2022: From MediaRadar URL: https://www.taboola.com/marketing-hub/mediaradar-native-advertising/ Last Modified: 2025-03-03 10:47:04 While the marketing landscape has seen its ups and downs in the past few years, there's one ad format that continues to stand above the rest: native advertising. Why? Because native advertising is tailored to the consumer's experience. Across channels, native ads are built to match their surrounding content and context, so they fit into the user journey instead of interrupting it. Especially now that audiences are growing tired of traditional ads and more people are using ad blockers, brands of all sizes are investing in native ads to continue reaching consumers at just the right moments. The reasons Google loves native advertising, according to MediaRadar, are that it's: - Well-integrated with content. Native ads sit within content making them less noticeable and less disruptive than display ads. Take a look at these native advertising examples to get a better idea of where exactly native ads are placed. - Beneficial. Native advertising can benefit publishers, advertisers and consumers. Content consumers enjoy a better flow of content. Advertisers get higher engagement rates. Publishers can see higher CPMs and revenues. - Useful everywhere. Native advertising has always fit comfortably into the mix of mobile, video, and social media advertising. Social media channels present opportunities for brands to be more personal and build brand awareness, helping their message gain a bit of value. Here, we'll share some of the most notable native advertising statistics for 2022. ## Native Advertising Stats The past couple of years have unearthed eye-opening statistics and trends that illustrate the continued growth and success of native advertising. ### 1. The global native ad market will be worth $400 billion by 2025. According to native advertising firm AdYouLike via The Drum, native ad spending will increase by a whopping 372% between 2020 and 2025—making native the number-one digital ad format of the 2020s. ### 2. Native digital display ad spend has already reached $53 billion. According to Statista, U.S. native digital display advertising exceeded $52 billion by the end of 2020 and beginning of 2021—up from $35 billion in 2018. ### 3. Native is one of the top-performing video ad formats for U.S. brands and publishers. Second only to social video ads, native video ads deliver better outcomes than other video ad channels and formats, including over-the-top or connected TV and in-stream ads, says eMarketer. ### 4. Native ad images with no text drive higher CTRs. Taboola Trends offers weekly native advertising insights based on data from roughly 75 million clicks across 50 billion impressions. According to the latest US trends, pulled on March 16th 2022, native ads should be close-up photos that do not include text drive higher CTRs. ### 5. Advertising alongside news content increases brand trust. Over 80% of news consumers say seeing ads within news content increases or maintains brand trust, according to IAB Europe. That's where native advertising shines — fitting seamlessly into its surrounding content in order to provide a more intuitive experience for the reader. ### 6. Almost half of U.S. internet users say ads feel too invasive. Nearly 45% of U.S. internet users report that when brands use their data in advertising, the ads often feel too invasive. Instead, they prefer more less intrusive and interruptive ad experiences, especially ones that don't impact page load speeds. ### 7. Native ad videos with women, color, and no text see higher completion rates. According to US Taboola Trends, pulled on March 16th, 2022, native videos with winter landscapes, food, and color illustrations are seeing more engagement and higher completion rates among native ad audiences.   ### 8. 83% of B2B native advertisers in 2021 were new. As MediaRadar reported, B2B native advertising saw a dip in spend in 2020 due to the pandemic—but not as much as other B2B ad formats. And by the time 2021 came around, brands were back to native advertising in full force. In fact, over 80% of all B2B native advertisers were new to the format that year. And it's easy to see why. As a type of branded content, native advertising allows companies to share their messages across platforms without interrupting the consumer experience, shared MediaRadar. As more brands catch on to the importance of native advertising, spend in this industry will only increase, and audiences will be treated to more seamless, intuitive ad experiences. In fact, all trends point to a rise in the positive impact of native advertising that won't be coming to an end any time soon. And remember: the benefits of native advertising are even greater when advertisers follow native advertising best practices and continuously optimize their strategies for success. --- ### Native Advertising Trends in 2022 URL: https://www.taboola.com/marketing-hub/newest-native-advertising-trends/ Last Modified: 2025-06-05 07:27:55 In the wake of the COVID-19 pandemic, native advertising remains an important tool for digital marketers. In fact, as consumers continue to reject traditional online advertising, startups and Fortune 500 companies alike are allocating more of their budgets to non-disruptive ad campaigns. Here, we're sharing the latest trends in native advertising to help you prepare for the year ahead.a ## Is Native Advertising Increasing or Decreasing? Native advertising revenue is growing. According to a native advertising report from AdYouLike, the global native ad market is expected to be worth $400 billion by 2025 — a whopping 372% jump from 2020. Statista also reports that U.S. native display ad spend already reached $52.75 billion in 2020 — up from just $16.68 billion in 2016. Adding to that, eMarketer stated in 2018 that native advertising will grow 36% by 2022. It's easy to see why those numbers are only expected to increase. Native ads fit seamlessly into the user experience, matching the form and function of their surrounding content. Given that 1 in 4 Internet users rely on ad blockers to circumvent annoying and intrusive ads, native advertising growth is inevitable. ## Native Trends to Watch If your ads are going to stand out on a native advertising platform, you need to keep a close eye on native advertising trends and best practices. That's why we're providing the whole picture for your 2022 strategy. As interest in native advertising rises, here's a closer look at how the industry has evolved and will continue to change in the coming year. ### 1. Mobile Outreach There are 7.26 billion mobile users across the world in 2022 — up from 6.95 billion in 2020. And that number is expected to reach almost 7.5 billion by 2025. Accordingly, mobile ad spent jumped 23% in 2021, reaching $295 billion. And that spend is predicted to hit $350 billion by the end of the year. Consumers are also spending more on mobile apps than they ever have before — driving a record $64.9 billion in the first half of 2021. Marketers can reach these audiences by launching mobile native ads on smartphones and tablet devices. This way, they can grab people's attention wherever they are and find them on the hardware they're already engaging with. ### 2. Video Distribution Cisco expects video to account for a whopping 82% of all internet traffic in 2022, up from 72% in 2017. That means people will engage with 3 trillion minutes of video content with each month or 1.1 million minutes of video each second. It's no surprise, then, that marketers are jumping on the video bandwagon and finding new, innovative ways to reach audiences with native video ads. As eMarketer reported, video advertising is set to be more native and less formal, especially as brands try to engage consumers across mobile apps and websites. By pivoting to video, advertisers can harness opportunities to tell visually compelling stories, educate and inform audiences, and become a natural part of an online world that's already filled with video streaming platforms and experiences. ### 3. Programmatic Automation Programmatic advertising helps marketers automate the process of buying, selling, and optimizing ads across channels — saving them time and money. That's why the number of programmatic native advertisers in the U.S. jumped from 926 in 2020 to almost 2,000 in 2021. E-marketer also estimated that 87.7% of native ads were purchased programmatically in 2020, up from 86.7% in 2018. To make the most of their campaigns in 2022, advertisers should keep these native programmatic best practices in mind: Clearly define your goal, such as: - Branding — cast a wide net and maintain low CPMs - Consideration — educate readers with articles or long-form content - Acquisition — use advanced bidding strategies to optimize CPAs Test, test, test. Run 5-8 creative variations against each other to find the best-performing images and copy. Build Lookalike Audiences. Use your CRM data to target people who are similar to your most valuable consumers. Employ contextual targeting. Run native ads that match the content and context of what your target audiences are already consuming, so you can provide the most relevant and personalized experiences. ### 4. Images with People and Close-Ups Taboola Trends pulls weekly data from native ad campaigns across the Taboola network, analyzing a total of roughly 75 million clicks and 50 billion impressions to find out which strategies are driving the most clicks and engagement. Advertisers can use these insights to build data-backed campaigns that are better positioned to resonate with their audiences and generate results. Right now, for example, native ad images with people, no text, and close-up photos are driving high CTRs among US consumers: Marketers can also customize Taboola Trends results by vertical, device, language, and location to pinpoint the best creatives for their native ad campaigns at any given time. ### 5. First-Party Data Strategies Third-party cookies are on the way out and set to be blocked on Google Chrome browsers by 2023. To adapt, advertisers will need to build robust first-party data strategies and figure out new identity solutions for tracking and targeting customers online. This major shift will inevitably impact their native advertising strategies. Done right, however, first-party data can make their campaigns stronger. Taboola, for example, has its own first-party cookie. All publisher partners have to do is integrate our code on their website. Then we can use our recommendation engine to deliver personalized and contextualized native ads to engaged audiences. Advertisers can also use first-party data to buy programmatic ads based on performance-oriented pricing models like viewable CPM. With this approach, they can rest assured knowing their ad spend is going towards truly visible impressions. ## The Future of Native Advertising As native advertising continues to grow, brands and publishers will have to stay on top of important native advertising trends to fuel their campaigns. After all, the landscape will only continue to evolve, offering new ad formats, channels, and best practices for marketers to use. By keeping up with the nuances of native advertising, businesses can better use this valuable strategy to engage their target audiences across the open web and drive revenue in 2022 and beyond. Ready to upgrade your native advertising strategy? Learn more about how advertising with Taboola can help, or jump right in to start your first campaign today. --- ### In the Future of Digital Advertising, Context Is King URL: https://www.taboola.com/marketing-hub/context-is-king/ Last Modified: 2025-11-13 10:45:59 Joshua Bell is the musical director of the Academy of St. Martin in the Fields, a soloist, and a former child prodigy — in other words, he's one of the most talented names in the classical world. He decided to perform a busking “experiment" at a Washington Metro station. After playing to a crowd of more than 1,000 people, only seven stopped to listen. Why? His musical genius was out of context. There was no announcement of who he was, and the busy people around him weren't expecting to have their ears tickled with soothing melodies among the clashing of train cars. Let's take this metaphor and apply it to digital advertising. What surrounds your ad, or the context your ad is in, can be just as important as who's viewing it. You've heard the saying that “content is king." But in the advertising world, context is the new king, and the content that surrounds your ad matters. Let's look more closely at the importance of context, and how you can use contextual targeting on news sites to make sure your digital advertising efforts are well received by your audience. ## How Brands Benefit from News Context and Publisher Trust What surrounds your ads on the page, and the moment your ads are presented, are just as significant as the person receiving them. And more advertisers are learning that news sites are the ideal marriage for these conditions. Ads placed on premium publisher news sites are housed in a trustworthy environment, and news sites provide advertisers the ability to be shown in the right context. In fact, in a recent study by IAB, 84% of news consumers said that they maintained or increased trust for brands that advertised on their preferred news sources. IAB refers to this as “The News Trust Halo." (Source) In addition to more trust in news sites overall, many participants said they'd be more likely to engage with the brands placed on their most-loved new sites: - 45% of participants said that they're more likely to visit the brand's website. - 43% of participants said they would consider making a purchase from the brand. ## Search and Social Ignore Context and That's a Problem The erosion of consumers' trust in social media channels has been growing for some time, and that negative impression impacts brands that choose to advertise on those platforms. A recent eMarketer report noted that only 19% of consumers trust ads on social media. These results are more important than ever in a time where social media and search environments are overly saturated (OR) performance is costly. That's because, in these environments, ads can be: - Placed beside user-generated content (UGC) that brands can't control - Skipped when they're presented before a video that someone really wants to see - At worst, placed in an entirely irrelevant environment to be promptly ignored In some cases, social environments alone can't cut it. This was the case for Universal Music Group (UMG), a Taboola client representing heavy metal band Metallica. UMG turned to Taboola's premium publisher network after they realized quality audiences in the German market couldn't be reached through social environments. The campaign saw more than 260,000 video impressions in just four weeks. (Source) Roborock is another excellent example of an advertiser that needed to expand its campaigns beyond Facebook and Google to reach more audiences at scale. The brand ran video campaigns across Taboola's premium publisher network and amassed over 18 million impressions and more than 4 million completed views with a 25% decrease in CPM. ## How Contextual Advertising Respects User Privacy Context provides the invitation for users to engage with ad campaigns, but it also extends to how brands reach and target consumers. Contextual targeting is the answer to consumers' demand for privacy concerns, the increasing regulations governments enact, and the changing tech environment. In 2021 and beyond, we're seeing big strides toward protecting user privacy — including the deprecation of third-party cookies. This territory comes with limiting the amount of personal data that can be accessed by advertisers. This is an issue because, outside of social platforms like Instagram and Facebook and video platforms like YouTube, advertisers have traditionally heavily relied on third-party data sources to reach the right audience. And with privacy protections growing stricter, this tactic is going to get harder moving forward. Contextual targeting on news sites will be part of the answer. Through contextual targeting, brands can choose the news topics they want to be next to, as well as the publications they want to be associated with. By targeting article topics, brands will consequently reach the consumers reading them without needing to rely on personally identifiable information (PII) or cookies. Take Valueleaf for example, an India-based performance marketing agency that needed to increase their traffic quality and conversions for two major clients. Valueleaf turned to Taboola's contextual targeting technology to find audiences who were already consuming relevant content — and they generated more than 5,000 leads per month, as well as a 50% lower cost per acquisition (CPA) and a 0.6% - 0.8% higher click-through rate (CTR) than their other marketing mix channels. Source ## How Contextual Targeting (Actually) Works Contextual targeting takes a deep dive into understanding your ideal audience. Specifically, it involves the types of pages and articles that your audience is most interested in consuming on publisher sites across the open web. Since Taboola was created, it has continuously processed huge amounts of contextual signals. This has helped build a machine learning algorithm that understands the relationship between the text in an article and the page's contextual classification. Currently, Taboola collects and analyzes data from 9,000+ publisher partners and billions of clicks and impressions to generate insights advertisers can combine with contextual intelligence to deliver compelling campaigns that reach the right audience. This helps us to place our partners' ads on pages where audiences are truly listening — and with incredible results. Naked Wines learned about this first hand when they partnered with Taboola to attract new signups to their customer-funded wine service. The campaign used contextual targeting (among other tools and features) and saw an incredible 8,000 signups in the UK, US, and Australia in eight months. They also saw a 33% higher lifetime value (LTV) than average. And, as a bonus, Taboola has first-party cookies because Taboola is a recommendation engine for its publisher partners, which helps to "future-proof" our partners' campaigns as third-party cookies become unavailable. ## How Context Leads to and Promotes Brand Safety Brand safety and suitability are top concerns for advertisers today, and with good reason, given the backlash that can occur when ad content appears next to content consumers deem unsafe. Considering that 60% of consumers are unlikely or very unlikely to purchase products or services from a brand advertising near unsafe content on social feeds, ensuring content is in a controlled and monitored environment is paramount. Taboola partners with some of the most trusted brand safety and measurement platforms to give brands the confidence they need to know their safety needs are met, and brand reputations are never compromised. ## Context Plus Location: A Winning Combo Brands that advertise on the open web and use contextual targeting are already setting themselves up for success when it comes to boosting brand awareness and recall, given that: - Ads on premium publisher sites deliver 130% higher attention than social media platforms. - Contextually relevant ads increase neural engagement by 43% and produce 2.2X better ad recall. However, not all ad placements on the open web are equal, and ad placement is just as important as the context surrounding it. Banner ads on the side rails will attract less attention than an ad in a high-impact area such as within an article. See how Taboola High Impact provides attention with ad placements. That's why Taboola created a High Impact solution that places ads in the most impactful areas across premium editorial sites, including on a publisher's homepage and section front, mid-article, at the top of Taboola Feed, in Taboola Stories, and in mobile-integrated news feeds. Lily's Kitchen discovered the benefits of High Impact placements when the brand turned to Taboola to drive brand awareness and scale its audience outside of search and social channels. The brand launched video creatives at the top of the Taboola Feed and mid-article, earning over 1.1 million completed views in just eight months. Over the campaign's lifespan, vCTR increased by 9%, and the completion rate increased by 14%. ## The Future Is Here — Are You Ready? As we navigate the near future of digital advertising and consumer engagement, context should be top of mind when thinking about the environment that surrounds your ads and how you target them. Keep contextual advertising campaigns in mind as you develop your media mix — and contact us if you're interested in learning more about how Taboola can help. --- ### Supply Side Platforms (SSPs): What Are They, How Do They Work, Types URL: https://www.taboola.com/marketing-hub/what-is-a-supply-side-platform/ Last Modified: 2025-05-20 10:52:24 ## What Is A Supply-Side Platform (SSP)? Supply-side platforms (SSPs) - types of software that allow publishers to automate the ad selling process - are valuable tools that publishers can use to sell programmatic advertising inventory and drive revenue at scale. Now that publishers are being even more challenged to diversify their revenue streams and build more sustainable monetization strategies, programmatic advertising can help. SSPs play an important part in that. So, what is a supply-side platform? For example, a publisher might sell Native, Video, Banner or Display spots on their website or app. Without an SSP, they might have to manually broker each deal — eating up a great deal of time and resources. With an SSP, they can open up their inventory to a large pool of interested advertisers and automatically find the most relevant ads for each placement. SSPs also connect publishers to a whole network of essential programmatic technologies like demand-side platforms (DSPs), data management platforms (DMPs), real-time bidding (RTB), and ad exchanges. That's why — whether publishers are just getting started with programmatic advertising or looking to level up their strategies — it's important to understand the ins and outs of SSP platforms. ## How does an SSP work? Publishers use SSP ad tech to get their ad inventory in front of advertisers, inviting them to bid on certain placements and impressions. That basically works like this: - The publisher connects its available ad inventory to the Supply Side Platform (SSP) - When a user visits a page on the publisher's website, the SSP sends a request to fill the ad inventory on that page - Advertisers bid on that inventory in real time via their demand-side platform (DSP) - The ad with the winning bid is sent to the SSP and delivered on the publisher's site Of course, the SSP isn't the only tech platform involved in those transactions. A whole ecosystem of tools is required to make SSP advertising happen and ensure a seamless programmatic process. Specifically, here are four more terms publishers need to know when it comes to programmatic advertising: ### Ad Exchange The ad exchange is the technology that connects the SSP and DSP — or the publisher data with the advertiser data. This is the platform on which the actual programmatic transaction takes place. Taboola, for example, is an ad exchange that integrates with a range of industry-leading DSPs and SSPs. That means both publishers and advertisers can use our content discovery platform to drive engagement and meet their business goals through programmatic advertising. ### Private Marketplace (PMP) Private marketplaces (PMPs) are exclusive, invite-only RTB auctions. So they still use a bidding format but they're only open to certain buyers. Publishers might use PMPs to narrow down their advertiser pool to just preferred or high-quality brands. Since PMPs are exclusive, publishers can also use them to charge higher CPMs and generate more revenue. Taboola, for example, facilitates several types of PMP deals, such as for luxury native display ads and placements with 100% viewability. ### Programmatic Direct With programmatic direct, publishers sell ads to advertisers on a one-to-one basis. It's not a form of traditional ad selling, though, because the deals are still made through SSPs and DSPs. The difference is that the publisher and advertiser agree on a fixed, guaranteed CPM in advance. ## What is a Demand-Side Platform? Now let's take a closer look at the advertiser's go-to platform: the DSP programmatic software. What is the difference between a Demand Side Platform and Supply Side Platform? Just as publishers use SSPs to sell ad inventory, advertisers use DSPs to buy ad inventory. And just as publishers use SSPs to save time, automate transactions, and serve audiences at scale, advertisers use DSPs to do the same. How does it work? Advertisers will load their campaign assets onto the DSP, set their budgets, and identify their target audiences. When it's time to make an ad placement, the ad exchange will match the data between the SSP and DSP, finding just the right fit for each piece of inventory. When advertisers work with a DSP, they can also select a platform like Taboola to be one of their channels. As the world's largest content discovery platform, Taboola works with a network of top-tier publishers to run engaging ads that reach over 500M daily active users. And advertisers can tap into that exclusive inventory to build brand awareness and drive traffic and conversions back to their sites. ## How do SSPs help publishers? SSPs offer many benefits to publishers. With the right SSP, publishers can: - Manage and organize ad inventory on one comprehensive platform - Automate the process of selling ads to brands across channels, optimizing yield and revenue - Deliver more engaging audience experiences with real-time, relevant ad placements - Gather in-depth ad reporting to help gauge the true value of their inventory - Create a secure advertising ecosystem that upholds brand safety for both parties ## How do you choose a Supply-Side Platform? Choosing the right SSP can be tough. There are many different platforms available to publishers, each with their own unique features and tools. To start, publishers can ask themselves these questions when considering an SSP: - Is the platform easy to use and set up? - Does it have integrations with preferred ad exchanges or data platforms? - Does it allow for, PMP, and/or programmatic direct, programmatic guaranteed, curated market places? - Can I customize the analytics and reporting to my business goals? - Are there built-in tools to help me optimize campaigns and real-time sales? Publishers might also take a look at popular SSP examples on the market, such as: ### Google Ad Manager Publishers can use Google Ad Manager (GAM) to sell ad inventory for their websites, apps, games, and videos. GAM is integrated with a range of different ad exchanges and ad networks, and is also suitable for making direct deals with advertisers. ### Magnite Magnite, formerly Rubicon, is the world's largest independent SSP, specializing in programmatic CTV and digital video placements. In fact, since Magnite acquired video advertising platforms Telaria and SpotX, it's almost like three SSPs in one. Magnite offers a range of PMP and programmatic guaranteed packages for publishers looking to sell premium inventory. ### Xandr Xandr, formerly AppNexus, supports the exchange of programmatic desktop, mobile, native, and video ads, including CTV placements. Publishers can also tap into Xandr's pre-bid header bidding technology, allowing them to sell inventory across numerous ad exchanges at once. ## Conclusion For publishers, SSPs play a key role in the programmatic ad selling process. These platforms are basically their entry point into the programmatic ecosystem, opening up valuable opportunities to drive revenue and connect with relevant advertisers. So, now that you understand the basics of SSPs, it's time to expand your knowledge even further. For more helpful information, check out our tools for monetizing your website using content discovery as well as a rundown 2022 publisher trends and insights. Or, for a look at the other side of programmatic advertising, read our case studies of how advertisers successfully delivered ads across publisher sites. And if you're ready to sell your own inventory, Taboola can help. Over 9,000 digital properties already use our platform to increase engagement and revenue. Want to join them? Contact us to get started. --- ### How RP ONLINE is Growing Digital Subscriptions in Real-time URL: https://www.taboola.com/marketing-hub/how-rp-online-is-growing/ Last Modified: 2026-06-22 08:41:04 German news site RP ONLINE launched their paid content model at the start of the pandemic and has been growing a loyal subscriber base ever since. Web analyst Michael Jochimsen explains how the digital publisher uses real-time data and audience insight to increase subscribers and shape editorial strategy. ## Interview with Michael Jochimsen, Web Analyst at RP Digital Can you describe RP Online? RP ONLINE is one of the most successful regional news sites in Germany, with 19 local newsrooms across North-Rhine Westphalia. Published by the Rheinische Post Mediengruppe, the Düsseldorf-based website attracts 26 million visits every month, generating 98 million monthly page impressions. What is your role at RP Online? I am a web analyst at RP Digital, the department of the Rheinische Post Mediengruppe in charge of the strategic and technical development of RP ONLINE. As such, I work closely with product owners and journalists, enabling them to make data driven decisions. When did you launch your subscription strategy, and can you describe the model? The model in its current form launched in 2020. RP ONLINE has a hybrid model with premium plus (RP+) articles behind the paywall and freemium articles that are metered. The free articles are intended to increase our traffic and show potential customers the range of topics we have to offer. Premium articles are most often exclusive, thoroughly researched articles that tend to be longer. How does your meter system work? Our meter is 'dynamic', meaning not every user has access to the same number of free articles. How many articles are free per user is determined by their engagement. More engaged users can view only 5 free articles per week while fly-by users can read up to 9 articles per week. The reasoning is that fly-by users need a longer time to become engaged and willing to pay. How important is audience data to that strategy? Can you give examples of how it can drive your paid content strategy? With a hybrid model, it is necessary to decide for every article whether it should be freemium or put behind the paywall. We need the free traffic to grow our audience, drive our ad revenue and hopefully gain new subscribers in the long run. Our best, most exclusive articles are behind the paywall. However, if those articles fail to attract current subscribers as well as convert readers into new ones, it is probably better to make that article free for everyone to read - especially if that article has a significant number of page impressions. Those decisions are based on data most of the time. Data not only justifies those decisions, it has an impact on the content we produce in the first place. A few months ago, we noticed that articles regarding the Netherlands (west of Düsseldorf) were wildly popular among our audience. Many people travel there for work, shopping or leisure, so information about Covid travel restrictions, quarantine rules and other local regulations were of high interest. After noticing this trend, we began publishing more articles on this topic - often to great success. A more recent example would be the Netflix series Squid Game which gathered a lot of interest as well. How do you use Taboola Newsroom to help drive subscriptions? How does the platform fit into your editorial workflow? Taboola Newsroom is mostly used by our online editorial team to make real-time decisions supported by the audience data. If my colleagues notice an article gaining reader interest or even converting readers into subscribers, they can react immediately and place that article on the homepage, update the headline etc, to drive engagement. The same is true for a 'below average' article; the editorial team might decide to change its teaser or take the article off the homepage altogether, making space for better ones. One of the most often used features of Newsroom is the 'Front Page' dashboard which we use to optimize content on the homepage. The editorial team needs to know which articles are performing well while they are on the homepage - which generates hundreds of thousands of pageviews each day. Increasing homepage CTR by just one percent might mean thousands of additional page impressions. Has Covid affected subscriptions in a positive way? We launched the current model in 2020, the year of the pandemic, so it is hard to tell what impact Covid had on subscriptions. What we can say is that traffic increased 28% year-on-year in 2020 and this helped drive up subscriptions. Is there a separate team that oversees subscription? At the start of the RP Plus project, the subscriptions were handled by the editors of the central digital team. However, during the second half of 2020, these tasks shifted over to the local and national editorial teams who have been trained in how to select and monitor premium content. We embedded two 'Paid Content Managers' within the editorial department to monitor all published content that is put behind the paywall. They give feedback to the editorial teams and decide whether a paid-for article should be made free if it is not performing as expected for a premium article. What kind of content goes beyond the paywall? How do you decide? A general rule is that information that is publicly available is free to access, for example an article covering a press conference. If the article has exclusive information or does a deep dive on a topic, it is most likely put behind the paywall. Of course, there are exceptions, like a very short article that is free because we don't want readers to be disappointed when they subscribe because of it. When a major news story breaks - for example, the recent floods - how does that impact your subscription strategy? In case of emergency, we tend to make more articles free than to put them behind the paywall. An example would be our Covid liveblog, which started in February of 2020 and is still being updated every day. This liveblog is completely free, even the metered paywall is not active on there because it contains such vital information. In an event like the floods, most current articles are free for the same reason. However, the content we publish a few days after the event is sometimes behind the paywall. An example would be a report on the affected people dealing with the catastrophe or an analysis on what the floods have to do with global warming. How do you intend to grow subscriptions further? At this stage, we are focusing on increasing the user engagement; generally measured by visit frequency. We noticed that users who are more engaged are more likely to subscribe and more engaged subscribed users are less likely to churn. Our reach is very stable, but we think there is a lot to gain from focusing on specific user groups and treating different groups differently. To find out how Taboola Newsroom can help your subscription strategy, please contact EMEA Newsroom Engagement Manager Nigel Vincent at nigel.v@taboola.com. --- ### What Is Programmatic Advertising? URL: https://www.taboola.com/marketing-hub/what-is-programmatic-advertising/ Last Modified: 2025-10-27 09:52:56 Launching digital ad campaigns can be complicated: You have to collect data, understand your audiences, and create relevant content that drives customers to action across the channels they visit. With more screens and information vying for your audience’s time and attention, brands need a simplified way to deliver ads at scale and cut through the noise. That’s where programmatic advertising comes in. ## What Is Programmatic Advertising? Programmatic advertising is the process of using software platforms to buy digital ad space. With a programmatic advertising platform, advertisers can bid on available inventory, using customer data and algorithms to automatically find the most relevant, high-performing placements for their campaigns. ## The Benefits of Programmatic Advertising for Advertisers and Publishers This streamlined ad-buying process makes transactions more targeted and effective, boosting the chance that ad dollars are spent efficiently to increase awareness and conversions. This tactic equates to a higher likelihood of return on investment (ROI) for marketing and advertising spend. Programmatic advertising has become so popular that a June 2024 EMARKETER forecast predicted it would make up an incredible 91.3% of digital display advertising in the U.S. for the year. In fact, programmatic digital display ad spend for 2024 is expected to total $156.82 billion – up from $133 billion in 2023. Whether marketers want to drive awareness, consideration, or conversions for their goods or services, programmatic advertising offers numerous benefits. ### Saved Time and Resources By automating ad buying, advertisers can reduce costs, while saving time and money, freeing them to better focus on creative strategies and innovative tactics to help improve campaign results. ### Improved CPM, ROI, and Control Brands can use programmatic advertising to automatically launch targeted ads at scale, decreasing their cost-per-thousand impressions (CPM) and improving their ROI. Advertisers should look for a programmatic buying and monitoring platform that allows them to optimize their CPMs in real time, ensuring that they’re getting the most out of their budgets. ### More Personalized Experiences Programmatic advertising uses artificial intelligence, machine learning, and data signals to find the most high-impact placements for each ad — ensuring the greatest chance to reach the right customers in the right place at the right time. Advertisers, for example, can target audiences based on known information such as demographics, content interests, online behaviors, and position along the path to purchase. Through the use of first-party data and an audience of 600 million daily users, Taboola helps advertisers refine and reach targeted audiences across top publisher sites. With 80% of people trusting ads on news sites more than on social, this is a significant opportunity to get in front of potential customers where they are, for example, by using native advertising that is integrated into the digital experience. ## How Programmatic Advertising Works Traditional ad buying — which is conducted directly between company representatives and ad salespeople — has a longer lead time, is more expensive, and can’t utilize real-time data to adjust media buys. Programmatic advertising, on the other hand, uses technology to purchase inventory, which can be done in a few different ways. ### Demand-Side Platform (DSP) A demand-side platform (DSP) is a type of software that advertisers use to buy targeted digital ad inventory at scale automatically. To begin, advertisers upload their assets — such as campaign images, copy, and data — then identify their targeting parameters and audience segments, and set their budgets. The DSP then uses that information to find publishers that would fit advertisers’ campaigns. ### Supply-Side Platform (SSP) A supply-side platform (SSP) is the publisher’s equivalent of a DSP to automatically sell advertising inventory, such as programmatic native and display placements, to brands. For publishers, SSPs are important because they can help find the right brand partners and the most relevant ad content for their audiences — maximizing revenue and engagement. ### Ad Exchange DSPs and SSPs are connected on an ad exchange, the third-party marketplace where programmatic ad inventory management occurs. Here, a publisher can set minimum CPMs, as well as designate preferred ad formats and content types. The advertiser can set its bidding parameters, block certain websites, and choose its targeting criteria. The ad exchange will then match this information to find the best fit for both parties, triggering which ads will be displayed. Taboola, for example, offers flexible auction models through open exchanges and private marketplace (PMP) deals. Our platform also integrates with an expansive number of industry-leading DSPs and SSPs, providing advertisers and publishers the ability to establish deals with their preferred partners. ### Data Management Platform (DMP) A data management platform (DMP) is software that advertisers can use to gather, analyze, and manage customer data that they collect from online and offline sources, such as websites, email, direct mail, call centers, apps, and social media. Once the DMP collects this data, the platform organizes it, extracting insights and optimizing placements based on learnings. ## Common Types of Programmatic Advertising Publishers commonly use a variety of tactics when selling programmatic advertising — reserving select inventory for programmatic direct, then selling remaining inventory through real-time bidding (RTB) and the private marketplace (PMP). ### Direct Programmatic direct is a one-to-one ad-buying process. It is unique because, even though publishers and advertisers work together to set a fixed CPM for a guaranteed sale, it can all still be done through an ad-buying platform. Compared to other types of ad buys, programmatic direct is generally less flexible, affordable, and scalable but more transparent and brand-safe. ### Real-Time Bidding (RTB) RTB is the process by which advertisers bid on programmatic ad inventory and compete for each ad slot. Advertisers commonly bid by CPM; they’ll set their highest bid through their DSP and then duke it out in real time through the ad exchange. Since RTB happens instantaneously and automatically, advertisers can use this process to bid on many different placements at a time — increasing their reach and scale without burning their budget. As such, RTB is considered one of the most cost-effective and flexible forms of programmatic ad buying. Invitation-only RTB auctions are known as PMPs (private marketplaces), exclusive to certain groups of brands and ad buyers. Advertisers might choose to use PMPs because they’ll know their ads are being run on premium, high-quality publisher sites; they’ll also get up-front access to valuable ad inventory, which can come at a premium price. ## Challenges in Programmatic Advertising Implementation With the automated and speedy nature that the programmatic advertising buying process allows, advertisers need to be aware of potential challenges. ### Ad Fraud Ad fraud was estimated to have cost businesses an estimated $84 billion in 2023 — and that number is expected to reach $172 billion in 2028. With the right verification systems and processes in place, programmatic advertising can help companies decrease ad fraud by automatically weeding out scams and identifying the most relevant ad spots. That’s why the Interactive Advertising Bureau (IAB) Tech Lab introduced ads.txt or Authorized Digital Sellers to improve programmatic media buying and prevent advertisers from accidentally buying on fake domains. Basically, publishers add ads.txt files to their web servers, listing their authorized sellers. Programmatic advertising platforms then check those files to make sure the site and seller are legitimate. Taking brand safety one step further, Taboola is also verified by the Trustworthy Accountability Group (TAG) and listed in the TAG Registry, giving advertisers the transparency and peace of mind they deserve in launching secure campaigns. ### Brand Safety and Reputation Ensuring that placements align with the product, service, or brand being advertised can be tricky. Look for a provider that provides parameters to control where and how ads are shown — be it through keyword blocking, selecting which topics ads can run alongside, and other safety and security measures. ### Ad Blockers As the use of ad blockers grows, creating high-quality,vengaging ads is critical to reach the largest number of people possible. ## Examples of Programmatic Advertising Let’s unpack some case studies and examples to see how brands have already seen success with programmatic advertising. ### InnoGames Acquires 50K New Players a Month InnoGames, a leading developer and publisher of online games, wanted to reach new players and increase conversions. The company partnered with Taboola to launch programmatic mobile and native ad campaigns across the globe. Taboola quickly became one of InnoGames’ top partners for generating traffic on PCs — attracting 50K new players in just a month. ### Major Finance Brand Drives 80% Viewability A major U.S. finance brand wanted to educate consumers about its products by sharing an educational video series with target audiences. After partnering with Taboola, the brand was able to deliver programmatic video ads across top-quality publisher sites. As a result, the finance brand achieved an 80% viewability rate, 70% completion rate, and 15% decrease in CPM month-over-month. ### Banco Sabadell Increases Conversions by 17% Spanish banking group Banco Sabadell wanted to find more target customers for its mortgage product and drive high-quality leads to its website. Working with Taboola, it launched programmatic display and native ads across niche publisher sites, including guaranteed impressions with viewable CPM (vCPM) – the amount paid per 1,000 viewable impressions of a campaign. The bank also conducted its programmatic buying through an integration with Google’s DSP, DV360, and used its DMP (data management platform) to exclude current customers from seeing the ads, ensuring they were only reaching valuable prospects. These tactics drove rich results: Banco Sabadell increased conversions by 17%, drove a 30% higher CTR, and saw a 126% higher CTR than other PMPs with display formats. ## The Future of Programmatic Advertising: Trends to Watch For Getting to know — and target — audiences where they are is time well spent to create impactful advertising that drives action. Taboola, for instance, has long-term partnerships with top global publishers and apps, so advertisers know their placements are brand safe and verified — whether they’re delivering ads on the homepage, mid-article, or within the Taboola Feed. Advertisers can also use these high-impact opportunities to launch ads in a range of formats, such as videos, carousels, Stories, and rich media ads. ## Key Takeaways As technology — such as artificial intelligence — and first-party data expand, programmatic advertising’s power and versatility will continue to rule. Advertisers that take advantage of programmatic operations are ahead of the competition and are converting audiences across the open web. Use our Programmatic Creative Best Practices for a deep dive into the technical requirements of programmatic ad assets. Or put your knowledge to the test and start creating your next programmatic campaign with Taboola. ## Frequently Asked Questions (FAQs) ### What is the difference between display ads and programmatic advertising? Display ads are a type of ad format that, as the name implies, provides visuals ads. They are purchased in a closed network. Programmatic advertising is a tactic of bidding on ad space based on several factors, including price and placements. ### Is programmatic the same as Google Ads? Programmatic is a broad term for automated advertising. Google Ads is one kind of programmatic advertising. It is a digital advertising platform across Google properties that includes search, display, and video ads. Google uses a pay-per-click (PPC) model, where advertisers pay a fee each time someone clicks on their ad. ### What is the biggest programmatic advertising platform? There are many programmatic advertising platforms available that marketers can use to automate their ad buying and manage their campaigns. Taboola, the world’s leading content discovery and native advertising platform, has direct integrations with the world’s leading DSPs, serving 450 billion content, product or service recommendations each month. Advertisers can also access Taboola’s proprietary data, contextual targeting abilities, and PMP offerings to reach their business goals. --- ### January 2022 Publisher Trends: Use These Insights to Captivate and Engage US Readers URL: https://www.taboola.com/marketing-hub/january-2022-publisher-trends/ Last Modified: 2026-06-22 08:49:34 What articles are capturing readers' attention one month into 2022? Of course, you guessed right: pandemic-related content is still drawing more clicks than any other topic. The good news is we are starting to move past being inundated with coronavirus statistics. This year's articles are focused more on the tools helping us cope with the current Omicron variant, like masks (especially for kiddos) and at-home COVID tests. A look at data from Skimlinks, a Taboola company, showed even better news. Some interesting and positive trends emerged once we filtered out COVID-specific articles and merchants. Publishers can leverage them for their content strategy and revenue-generating ad campaigns. After all, leftover gift cards and holiday cash is just waiting to be spent, and I'm here to tell you what consumers want to buy! In a nutshell: - People are still 'nesting' and focused on creating the most comfortable and convenient home ever. - They are looking to make good on their health-oriented New Year's resolutions. - Despite Omicron still giving many people pause about social gatherings and parties, wedding plans are back. Below we'll dig into the US Skimlinks data (from January 1-10) for each trend so you can super-charge your content plans and launch irresistible, revenue-driving campaigns. ## The Omicron Variant Tells a Specific Story: At-home Tests, KN95 Masks Omicron is still making its way through communities, schools, and workplaces in the US, leading to three trends for consumers. First, with more people vaccinated and boosted, the symptoms and severity for most require no more than testing and recovering at home. That means at-home tests are in high demand, and consumers are searching for places that can deliver a box (or several) of tests. Second, parents are especially concerned about their unvaccinated under-five kiddos or older children who are at school around others who might not be fully vaccinated. Finally, medical professionals have raised the flag, noting that because Omicron is much more transmissible, cloth masks aren't cutting it anymore. Instead, they recommend higher-quality KN95 masks. Publisher content on the Skimlinks network with links to purchase at-home COVID-19 tests and KN95 masks is driving the greatest product sales volume in 2022. URLs that contain the word "COVID" saw a mind-boggling 814% uplift in traffic in January 1-10 month-over-month. The Takeaway: Practice implementing affiliate links to companies that sell at-home COVID test kits and KN95 masks and create content that features these products for adults and kids. Include tips to help people spot fake products, and your readers will thank you! (Source) ## Home is Where the Heart, Bed, and TV Are Although we're no longer under strict stay-at-home orders, dropping winter temperatures and increasing infection rates are keeping people indoors. The desire to transform homes into comfortable paradises remains strong. People are paying extra attention to guides highlighting the best mattresses, toppers, and bedsheets because nothing sounds more appealing after a stressful day than a good night's sleep. Skimlinks data revealed that publisher content with the word "mattress" in the URL drove 48.5% more sales from January 1-10 when compared to the same period in December 2021. Speaking of unwinding, most of us try to tune out the day's stress by getting lost in a captivating TV show. There has been a substantial increase in searches for guides on how to stream 2022's top episodes and shows, including the Yellowstone Season 4 finale, Season 14 of Ru Paul's Drag Race, and Jersey Shore Family Vacation Season 5. The Takeaway: Guides, guides, and guides! Create articles and ad campaigns about home furnishings and goods, especially since many brands are currently offering clearance sales. Content around popular series or genres will earn you clicks and revenue if you're using affiliate programs for top services like Netflix, Sling TV, and Fubo. (Source) ## New Year, New (Year's) Resolutions: Fitness and Wellness After indulging over the holidays, the one thing publishers and advertisers can count on is consumers creating health-focused New Year's resolutions. Undoubtedly, the pandemic thrust at-home fitness into the spotlight, a trend that's continuing as consumers aren't yet confident returning to the gym with Omicron flying through the air. That situation and a trend for 'dry January' have led to an uptick in sales of at-home fitness equipment, including adjustable dumbbells for weight training. During the first ten days of January, clicks on products that fall into the fitness equipment vertical were up 20.5% compared to the same period in December 2021. The Takeaway: Increase readership and revenue by promoting a wide range of fitness items. That can include yoga mats, tech-enabled water bottles, fitness subscription services, Peloton bikes, and the Mirror. (Source) ## Here Comes the Bride Omicron may be shutting down some schools and workplaces, but nothing can stop love or plans to celebrate it. Engagement season, which runs from Thanksgiving to just after Valentine's Day, returned to normal this year, and brides-to-be are wasting no time when it comes to online shopping. Data shows the newly engaged are searching for wedding and bridesmaids' dresses. URLs containing the word "wedding" have generated 138% more order value from January 1-10 year-over-year (YoY), resulting in an astounding +168% uplift in publisher commission during that time. As we mentioned in our Valentine's Day marketing guide, consumer interest in ethical and sustainable products and brands is growing, aligning with the increase we saw for searches for ethical, lab-grown diamond jewelry this year. The Takeaway: Develop content around anything wedding-related. The entire bridal party will be looking for fashionable finds and accessories. With the pandemic and unpredictable economy, consumers might be looking for DIY decorations for at-home celebrations and beauty products to help them look great on their big day. (Source) ## Start the Year Off Right Using a data-backed strategy to plan advertising campaigns and content plans is always the smart thing to do. Now that you know which trends are compelling consumer actions, you can do just that! Implement the following three strategies, and you'll be on your way to a profitable year: - Implement affiliate links with in-demand products. - Create guides that speak to consumer wants and mindsets. - Use the right keyword in your URL to increase traffic. --- ### The Best Paid Traffic Sources to Level Up Your Website URL: https://www.taboola.com/marketing-hub/the-best-paid-traffic-sources-to-level-up-your-website/ Last Modified: 2025-11-04 13:54:17 If you want a successful online business, you have to get people to your website, but it can take a long time to generate the right amount of organic traffic to put your venture on a firm footing. Sometimes you don't want to wait. That's where paid traffic, which is part of performance marketing, comes in. Using paid traffic sources to drive visitors to your website can give you a head start in developing more online visibility, attracting and reaching your ideal target audience, and increasing leads and sales. This article will help you understand the different paid traffic sources that are available to you and the best paid traffic sources to use to increase the number of visitors who reach your website. ## What are Paid Traffic Sources? Here are some of the paid traffic sources you might consider to attract visitors to your website. ### Native ads on the open web This is where you pay for placement of your content on relevant websites to attract those interested in that content back to your site. Originally a leader in the space, Taboola has broadened its platform to connect advertisers to audiences on the open web. The platform helps advertisers drive meaningful engagements, and marketing results, by reaching audiences genuinely, effectively, and at the right time with finely targeted and relevant campaigns. ### Sponsored content Sponsored content is a form of native advertising. The sponsored content is similar to the content that usually appears on the platform, whether that's articles, blog posts, video or audio. For example, a reviews site might include paid reviews as a form of sponsored content. Taboola is an expert in helping advertisers deliver sponsored content. ### Display ads Also known as banner ads, these are the ads consisting of a static or dynamic images, text and a link that send people to a particular destination. Display ads often appear in the header, sidebar and footer of websites. You can purchase display ads via networks like Google Adsense. However, most people ignore display ads, a phenomenon known as "banner blindness." ### Paid search  With paid search, you pay for your ad to appear at the top of search engine results pages (SERPS). When people search with keywords relevant to your business, your ad will appear. Google Ads and Bing Ads are two examples of paid search providers. ### Social media ads With social media ads, you pay for placement of your ad campaigns in social media feeds and content. You can run several types of campaigns, including native ads and display ads. Advertising sources of social media traffic include Facebook, Instagram, Twitter, LinkedIn and other social media sites. You can drive even more traffic by repurposing and optimizing your social ads via Taboola. ### Influencer marketing This is paid promotion on social media using the voices and accounts of trusted platform users to reach your target audience. While some influencers have hundreds of thousands or even millions of followers, there are also micro-influencers who may have a few thousand followers targeted in a particular niche. Learn more about buying website traffic here. ## What are the Best Paid Traffic Sources? - Taboola - Facebook Ads - Google Ads - Sponsored Product Ads by Amazon - LinkedIn Ads Here are five of the best sources for bringing paid traffic to your website. ### 1. Taboola Taboola is the biggest online discovery network which promotes your content across premium publisher sites. That gives you the advantage of reaching your audience via websites they already trust, with information and content you KNOW they'll be interested in. Taboola is also an excellent option for native advertising campaigns to get your content seen on new websites finely targeted to your ideal audience. Taboola can help you drive traffic and get more business by reaching the right people with the right content at the right moment. Here are some of the results Taboola has achieved: - OTTY wanted to raise awareness of its mattress product to drive sales. The company used Taboola to create a sponsored content campaign to direct traffic to its website. The company got an average 7.8x return on ad spend, and increased conversions 10x with retargeting campaigns. - Nissan uses Taboola to drive traffic directly to product pages for models like Qashqai, Juke, LEAF, Xtrail, and Navara where potential customers can view pricing and request a quote. The campaigns reach an audience of more than 24M and drove over 174.000 clicks in one year. - Content marketing agency Imagination wanted to boost ROI for its clients. By using Taboola's discovery network, it was able to increase web traffic by 150%, gain 27K+ new visitors to their client's site, and get 32K+ clicks. - Performance marketing agency Valueleaf added Taboola to its media mix to boost traffic and conversions for healthcare and gaming clients. The agency saw a 50% lower CPA than other channels in their media mix, and a 0.6% – 0.8% higher CTR. The campaigns drove more than 5000 leads a month for both clients.   Compared to regular advertising, Taboola boasts 10x higher engagement and you can start a campaign for as little as $10 per day. Taboola has the world's most extensive reader dataset, and can help you to reach more than 500 million daily active web users. To learn how to set up a Taboola campaign read this step-by-step list or follow a walk-through video on our support site. ### 2. Facebook Ads Facebook has had a few bad weeks recently, but despite its stumbles, advertisers still find its global reach of more than 2 billion users valuable. The question is, at what cost? Hunch estimates that over the past year, the potential reach of any Facebook ad has declined by 25%, while the cost has increased, and the Facebook market is getting saturated. If you do include Facebook, it's worth knowing that your ads can do double duty. You can relocate your Facebook campaign to Taboola once your ads are created, then use them to generate paid traffic for your website that's finely targeted to help you achieve your goals. Check out this article for some Facebook ads examples. ### 3. Google Ads When thinking about advertising sources, you're never going to successfully buy pad traffic without considering Google Ads. Google has 86% of the world's search traffic, and is useful when you're promoting products and services with purchase intent keywords. Text-based ads are particularly effective, served via the Google Display Network. But using Google Ads can end up being pretty costly, with the most expensive keywords having a CPC of more than $40! And you should also be aware of banner blindness which can cause people to ignore your Google ads, as the Nielsen Norman Group points out. You'll have to optimize dynamic search ads to avoid this. These ads are fine for bottom of the funnel marketing, when people are ready to buy, but not so great for raising awareness. That's why it makes sense to use a diverse media mix, including promotions on the open web like those available via Taboola, to drive conversions throughout the funnel. ### 4. Sponsored Product Ads by Amazon Using sponsored product ads on Amazon can help you drive e-commerce sales. These ads are targeted by products or keywords, and have an average conversion rate of 9.55%. Amazon is now the first platform for researching online for 66% of users. So, it's no surprise that Amazon's growth as a paid traffic source has increased. Because of Sponsored Products Amazon has taken some of Google's market share in the last few years, with some advertisers shifting half their ad spend from Google search to Amazon ads. It's a useful source to generate paid traffic for affiliate marketing. But there are two major issues with Amazon ads. First, you can only reach people who use Amazon. With 4.6 billion web users, when you count the number of visits to Amazon, you're ignoring some 48% of web traffic. Second, Amazon is a bit of a black box for data, making it hard to know if you're using it effectively. If you want to reach these e-commerce consumers, then an e-commerce recommendations site like Taboola's Connexity is a better bet. You'll have access to open web traffic, with the ability to fine tune promotions and get reliable data on e-commerce promotions. ### 5. LinkedIn Ads If you're looking for website traffic sources for a B2B business, consider advertising on LinkedIn. LinkedIn is the ideal platform for promotion. It has 740 million+ active users, and when using LinkedIn Ads, it's easy to target specific audiences based on roles, companies and professional networks. Advertising on LinkedIn has another benefit: it's a highly trusted network, which can provide added credibility to your promotions. ## Other Paid Traffic Sources While we've listed our picks for the best paid advertising sources above, there are also other platforms you can use to generate paid traffic to your website. Including: - Bing - Instagram - Pinterest - Quora - Reddit - Snapchat - TikTok - Twitter - Yahoo - Yandex - YouTube RELATED READINGS: Alternatives to X Ads Alternatives to Meta Ads Alternatives to Tiktok Ads Alternatives to LinkedIn Ads ## How to Track Campaign Success If you want to know how your paid traffic campaigns are performing on any platform, make sure to use UTM codes that help you track them in Google Analytics. Google's free UTM builder will let you tag your campaigns according to the paid traffic source (such as Taboola), the medium, the campaign name, the content (such as what you're actually promoting.) Keeping tabs on this data will soon let you establish which are the best paid traffic sources for your business. ## In Conclusion Now you know some of the best paid traffic sources available to promote your business. As you've read, paid advertising can help you quickly generate traffic, so you don't have to wait for the slow growth of organic traffic. Instead, you can use Taboola, and the other platforms shared in this article to reach your ideal audience, and begin generating conversions, leads, and sales. --- ### How to Prepare Your E-Commerce Strategies this Holiday Season URL: https://www.taboola.com/marketing-hub/holiday-ecommerce-tips/ Last Modified: 2025-09-01 08:22:33 Twinkle lights, festive decorations, gifts galore...the holidays are upon us, and consumers are ready to shop. That means advertisers and publishers should get ready, too, for the influx of traffic and sales to come. Q4 is the time to jack up your holiday advertising efforts and make sure you reach your target customers when gift-giving is top of mind. Competition among e-commerce brands is at its highest this time of year, so if your goal is to grow your revenue, you've got to be prepared. That's where e-commerce holiday season strategies, of which there are several kinds, come into play. Couple those with current information on e-commerce trends, and you can set yourself up for success when it matters most: as holiday retail sales are on the rise. If this sounds like exactly what you need, read on. We've got the scoop on consumer shopping behavior, top-performing content, and more to help your brand start the holiday season strong—and finish even stronger. ## 2022 E-commerce Holiday Season Strategies: Best Insights We Can Get From Last Year Let's face it: Q4 2022 wasn't without its challenges. Heightened inflation and elevated interest rates impacted how consumers shopped and how much they spent. At the same time, online retail sales topped $1 trillion for the first time in 2022, and the National Retail Federation reported that a record 196.7 million consumers shopped online and in stores between Thanksgiving and Cyber Monday (a time when more than half of American shoppers purchase a gift). In previous years, the hot products ranged from pizza ovens and fire pits to fashion, but according to Skimlinks—which collects data from thousands of publishers to reveal which products top wish lists and generate revenue—fridges, coffee makers, and crock pots were also in high demand. Skimlinks also reported that comfort items—think lifestyle subscription services for things like candles and gift baskets, along with electronic coffee cup warmers and mattresses—have been popular gifts in the past. Historically, streaming service subscriptions and beauty boxes have been go-to items for consumers too. When it comes to e-commerce marketing strategies that can boost holiday sales of these kinds of items, native advertising should top the list. Not only can adding Taboola native ads to your marketing mix lift brand awareness, but it can also help you reach new potential customers, entice them to connect with your brand, and guide them down the path to purchase. Leveraging e-commerce creative insights related to your specific industry are more likely to appeal to your specific target audience, and creating ads based on those insights is an effective technique for increasing holiday sales. Focus on creative trends and product types, which can lead to better click-through rates (CTRs). Something else to note is that you should always prepare your holiday campaigns a few months in advance (think September or October of that same year). A lot of shoppers are now in the habit of getting a jump on gift buying (more on that below). On top of that, it takes time to develop the right strategy for your brand, and you don't want to lag while your competitors power ahead. Remember, you want an e-commerce holiday season strategy that speaks to the shoppers who are most likely to make a purchase, while also building affinity with your brand. This is a great way to generate repeat sales year after year, and benefit from that all-important positive word of mouth. ## 2022 Q4 Content Themes: Holly, Jolly Guides Content will always be king of the internet. Why? People are hungry for information, especially if it entices them and answers their most pressing questions. That said, not all content is created equal. The type of content you choose to produce could mean the difference between driving engagement, clicks, and sales, or falling flat and negatively impacting your Q4 goals. For these reasons, leveraging the data and insights collected last year to help you create a winning content strategy is a smart move. Take a look at the following e-commerce holiday trends for vital insights into how consumers shop, and tips that can help you drive more online sales come November. ### Top Performing Black Friday Content Black Friday content trends include everything from gift guides to deal round-ups, and they can help your e-commerce business garner attention at a time when consumers are actively shopping. The more relevant and engaging your content is, the better equipped you'll be to generate a purchase. In 2022, Black Friday represented $9.12 billion in online sales, so the opportunity for a large number of e-commerce sales during this time frame is huge, and not something you want to miss out on. Black Friday is the day before Thanksgiving, but you should be launching your promotions and campaigns 4 to 6 weeks beforehand. That's because this is a very competitive time for brands, leading to higher paid advertising prices. Since cost-per-click (CPC) is higher closer to the holiday, it's more cost-effective to take advantage of lower CPCs and CPMs in the weeks leading up to this shopping event so you can increase your return on ad spend (ROAS). Whether you're a publisher or an advertiser, creating a mix of product-specific content—like gift guides designed to help shoppers hunt down the right present—can boost your brand's performance at this critical time of year. Another option is evergreen content, which is content that never becomes outdated. This can range from interviews with your product designers to how-to guides related to your products. The beauty of this option is that you can re-use the content year after year. (Source) ### 2. Top Performing Cyber Monday Content Cyber Monday marketing strategies look pretty similar to those used for Black Friday. One strategy that's an absolute must, though, is omnichannel advertising. Omnichannel is all about making sure your customers get a consistently engaging experience at every brand touchpoint, both online and off. That means your Cyber Monday content should include trends like evergreen gift guides that can be shared via social media, mobile product shopping lists, loyalty programs that allow shoppers to redeem points from purchases both online and in-store, and so on. Giving consumers a chance to connect with your e-commerce brand through content wherever they are can go a long way toward securing sales. And since Cyber Monday 2022 marked the biggest online retail sales day in US history, you don't want to miss the chance to give shoppers the kind of seamless cross-channel brand experience that turns consumers into customers. As with Black Friday, start planning—and promoting—in October to maximize your budget and presence online. ### 3. Top Performing Holiday Content Generally speaking, holiday content should be both timely and relevant—and since consumers have gift-giving on the brain before and during the holiday season, content that speaks to their giving needs is more likely to convert. Offering gift ideas for the women on a shopper's list, or an evergreen guide that focuses on food and drink if those subjects relate to your products, can help you convince consumers to give your brand a second look. This is a busy time for everyone, so think of ways to make your customers' lives easier. Product recommendations are useful and can also convert into sales, and holiday-themed content can entice consumers to get their buying done early to beat the rush. Beauty brand Ulta starting adding gift guide content to its site before Halloween in order to reach early bird shoppers. (Source) ## 2022's Top Performing Topic and Products As is the case with every new holiday year, the items consumers are most interested in evolve with the times. Product features can have a big impact on what your customers decide to buy and give as gifts—but so can your brand mission, your commitment to the environment, your pricing strategy, and more. Some of last year's trends have major staying power, and will once again influence how and where consumers shop. The following data will provide you with key insights into what consumer behavior will look like this year, and its potential impact on your e-commerce strategies. ### 1. Sustainability is Key Consumers care about sustainability more than ever; not only do they talk about it online, but they go out of their way to find companies dedicated to eco-friendly causes—including when they're choosing which brand to gift. Buying second-hand products—think thrifting or upcycling—is an ongoing trend, so if your brand has a program dedicated to an eco-friendly or sustainability effort like this one, it's worth highlighting in your content. Sock brand Darn Tough promotes its dedication to creating sustainable products on its website, but this kind of content is perfect for a native advertising campaign as well, and is one of the effective e-commerce strategies you should keep in mind. (Source) ### 2. Consumers Buy More Second-Hand Along the same lines, buying more second-hand products has become one of the bigger e-commerce trends. Brands like Patagonia are buying back and reselling used products from their customers. In fact, this trend is so significant it even has a name: recommerce. To stay competitive with these kinds of e-commerce trends, brands should evaluate their business model. Determining whether the resale market is a fit for your brand is the first step toward benefiting from this trend during the holidays and throughout the year. ### 3. Price and Sales Discount Price remains one of the biggest motivators for consumers considering an online purchase, and with your competitors just a click away, you've got to make sure your prices and sales discounts are in line with what others are offering in your product space. There's a lot of psychology involved in the consumer purchasing decision, which is why percentage-based discounts (e.g. "Buy 3 shirts, get 20% off a pair of jeans") and multi-purchase deals ("buy one, get one"—also known as BOGO) tend to attract their attention. If you can convince a shopper they're getting a bargain, you have a great shot at making a sale. Another strategy that some e-commerce brands have adopted with great success, which also ties into the sustainability trend, is the "buy one, give one" model. Both Toms and Warby Parker have incorporated this feature into their businesses, and at holiday time, when giving back is a major theme, this sort of pricing strategy can be used to benefit your brand, your customer, and someone in need. Consider price sensitivity and how best to price off-brand products when you're making decisions about discounts and cost reductions. Once you decide which price and sales discount to include in your holiday e-commerce strategy, promote those savings via e-commerce marketing, using paid advertising to spread the word about your holiday e-commerce strategy and deals. ## Conclusion: 2023 Q4 E-Commerce Outlook By every indication, consumers are ready to spend this year—and they are spending earlier than ever to make sure they nab the products they want. According to the National Retail Federation's data for 2023, more than half (58%) of consumers report it's important for them to spend on holiday gifts and celebrations, and 39% say they'll start shopping sooner than usual this year. Don't wait any longer to launch your holiday marketing strategy, because consumers are already making their lists, checking them twice, and heading online. You'll want to be ready when they do! Publishers and advertisers can create winning e-commerce holiday season strategies this year by taking a cue from content trends and using learnings from seasons past. The goal is to push out the content that consumers want during the holidays, whether that's gift guides, shopping lists, or information about their sustainability initiatives. While your standard approach to e-commerce marketing strategy can inform your holiday marketing plans, there are certain aspects of holiday shopping, Black Friday, Cyber Monday, and consumer behavior that differ, and therefore warrant their own custom game plan. Whether you're a publisher or an advertiser, leverage evergreen content, loyalty programs, and other high-performance strategies to increase both site traffic and sales during holiday times. It's important to invest in e-commerce infrastructure and advertising strategies that streamline the purchasing process and support sales, and also to differentiate your brand. You can do the latter by offering deals that meet customer expectations in Q4 2023—and believe us, those expectations are getting higher all the time. There are many other strategies both publishers and advertisers should look into as well, from including affiliate links in your content to significantly increase revenue, to email marketing, social media marketing, programmatic advertising , and of course, native advertising. All can work wonders for your e-commerce brand in the moment when consumers are focused on making buys. Your customers won't forget the experience they have engaging with your business this year. --- ### What Does iOS 14.5 Mean for Marketers? A Deep Dive into Apple's ATT and PCM URL: https://www.taboola.com/marketing-hub/what-does-ios-14-5-mean-for-marketers/ Last Modified: 2025-02-18 09:12:23 What does iOS 14.5 mean for marketers? You came to the right place to find out! The good news is that if you're working purely on web audiences, there's minimal change from this update. If you're promoting an app, however, then you've probably already seen a significant impact on your campaigns. We'll break down exactly why this happens. This post will dive into the recent Apple update and how it affects the advertising landscape in general, and native ads specifically. ## What is IDFA? The Identifier for Advertisers (IDFA) is an anonymized unique identifier that doesn't include any personally identifying information (PII) and is more secure than other data-sharing methods. In essence, the IDFA is a mobile ad ID (MAID) assigned by Apple to each device. Think of it as the browser-based cookie of the mobile app world. iOS users have always had the option to reset their IDFA or turn off access to it to prevent advertisers from tracking them. With the introduction of iOS 14.5, users were given the option to opt-in to tracking rather than the previous approach of opting out. IDFA provides benefits for the entire app and marketing ecosystem. Its core functionality enables a mobile app on an iOS device to track users' interactions (clicks, downloads, purchases, etc.) across other company's apps, websites, and offline assets. Using IDFA to deliver targeted ads allows advertisers to track campaign performance and provide users with a more personalized app experience. In turn, that creates a better overall customer experience and increases app developers' revenues. ## What is App Tracking Transparency (ATT)? Apple's App Tracking Transparency, commonly referred to as ATT, is one the largest updates presented in their iOS 14.5 update released this spring. This framework continues Apple's commitment to user privacy by enforcing strict limitations on how apps track user engagement and report to ad networks. At its core, this framework suggests that a user cannot be tracked using a unique identifier (IDFA) without explicit permission. Without such consent, only anonymous tracking is permitted. Additionally, ad networks SDKs (equivalent to web tracking pixel) are replaced with a single framework by Apple (SKAdNetwork) that will handle the conversion reporting. This ensures that the data reported is fully anonymized and removes plenty of excess code bloating the apps. The anonymization of the data happens with several mechanisms: - Campaign level reporting - Conversions are stripped of additional parameters - Reporting is delayed randomly 24-48 hours For example: (Source) Let's break this down some more. Campaign level reporting means that the data passed back to the ad network is limited to the campaign that drove the conversion. This means that any breakdown offered beyond that will be a result of statistical modeling. This limit was put in place so that advertisers don't "cheat" and break the campaign down into ad sets with distinct users. Similarly, conversions are limited to 16 only, with the reporting returning a number (i.e., 05) which the ad network can then match with a human-readable name (e.g., Purchase). These conversions won't carry parameters, as these can also be abused to pass sensitive user data. For example, this means that a Purchase event won't pass any value, items purchased, and other important metadata. Finally, the reporting will be delayed by a random window of 24-28 hours so that advertisers can't match an identified user with an anonymous one. The reporting will also be limited to a seven-day window, after which no attribution will be given. ## App Tracking Prompt You're probably wondering what all the fuss is about when it comes to the app tracking prompt. The prompt, which appears on all apps but Google's, is used to get the user's consent for tracking advertising campaigns. Without this consent, ad networks cannot collect the user's IDFA and can only report on the app installation event. There is mixed reporting on the opt-in rates, some optimistic and others pessimistic, but it may actually be that these don't really matter. In either case, Taboola's SDK has already been updated to support this since September 2020. ## Apple's limitations on website tracking So Apple is cracking down hard on apps. These limitations are enforced quite strictly via the app store, and there's no way around them. But the reality is, most users also spend a significant part of their time online on websites, so Apple wanted to address that as well. Apple has already embedded Intelligent Tracking Prevention (ITP) in their Safari browser. This has been in place since 2017, enforcing strict limits on third party cookie tracking on Safari. To apply the same standards for app tracking for Safari users, Apple released Private Click Measurement (PCM) as the equivalent web standard of ATT. It bears similar restrictions to ATT (Campaign level reporting, stripped conversions and delayed reporting). However, unlike ATT, this framework isn't enforced on Safari, as there are many potential ways to bypass it. Neither is it carried out on other browsers available on Apple devices. For example: (Source) At this point, ad networks can choose to opt-in to using this framework, but no major network has chosen to do so. In practice, this means that all tracking pixels from web analytics and ad networks will continue to work just fine across browsers on Apple devices. ## App to browser tracking So app to app tracking will be limited, and web to web traffic is still generally quite the same. But what happens when trying to track traffic coming from an app to a website? For example, how will a user clicking through from the Blinkist app to a website be tracked? In this case, an app to web tracking scenario, there are two components to consider: - The outbound link - The tracking pixel on the destination page If you're advertising on Facebook Ads, you probably recognize the FBCLID parameter (Facebook's Unique Click Tracking Parameter) appended to links. Previously, such outbound links would have been "decorated" with a click ID. This ID associates the anonymous user landing on the advertiser's site with an identified user on Facebook. In this way, Facebook can match that click of a specific ad with a specific user to provide accurate attribution. With Apple's ATT, this type of link decorating is prohibited, so only non-identifiable parameters are allowed, such as UTMs (Source, Medium, Campaign, etc.).On the destination page, tracking pixels will continue to work uninterrupted (as explained above), so no major change here. ## How does the iOS 14 update impact native advertising? It depends. When implementing Taboola, placements vary between publisher websites and apps, so campaigns are bound to be impacted by this change. You can expect a bigger impact if you're promoting an app, as the tracking will be limited on both the publisher's app and the app promoted. This will result in fewer reported conversions. However, on Taboola, while tracking may be limited on publisher apps, Taboola's publisher make-up is only about 5% apps. To compensate, some of the data will be reported using probabilistic modeling, both through reporting partners such as Appsflyer, Adjust, or Kochava and on the ads management reports. We also recommend that app advertisers try testing web-based landing pages before driving to their app store. When you run just app to app, the IDFA is required to track, but if you introduce a web-based landing page in the middle of that journey it will introduce more signals that help in probabilistic attribution. If you're promoting a website, you're likely to see a smaller drop in reporting. As explained, the app to web tracking will take some hits, but the relative flexibility of the website tracking pixels can counterbalance it - meaning you'll still get conversions from all of Taboola's sources; but on our app placements, it is just harder to attribute those conversations to their original click for tracking purposes. We recommend separating Android and iOS traffic in your campaigns (a general best practice) to ensure clean tracking of Android users in their campaigns. This also helps the Taboola algorithms better optimize for these distinct types of traffic. Additionally, with the attribution on iOS devices limited to seven days, we recommend using up funnel events for optimization. With similar limits enforced on the Safari browser, this recommendation applies to web traffic too. For example, if the product you're selling is expensive and has a long consideration cycle, e.g., a diamond ring, consider using the "Add to Cart" event as a conversion goal for the campaign. Since there are more events of this type (compared to Purchase events) and it is still highly correlated with the Purchase events, the optimization will be powerful. If you have a shorter consideration cycle or a high volume of Purchase, choose to optimize against the down funnel actions. ## Conclusion iOS 14.5 creates a lot of challenges for app advertisers, and Native Advertising offers a good route to overcome them. As our mobile placements are mostly on the open web, the IDFA is already not at play! And for the small number of our placements found in apps, there are still measures you can take to accurately track your performance. --- ### The Ultimate Guide to Affiliate Marketing for Native Advertisers URL: https://www.taboola.com/marketing-hub/affiliate-marketing-for-native-advertisers/ Last Modified: 2025-03-19 09:35:23 Find out how Skimlinks, a Taboola company, can help with your affiliate marketing strategy. Learn more here. In the past few years, opportunities for affiliate marketing have exploded across industries and niches. In fact, at ClickBank, we’ve seen double-digit growth in some of the best affiliate marketing niches on our marketplace, including: - 72.4% sales growth in the health and fitness niche - 17% sales growth in the make money online and e-business niche - 27.8% sales growth in online education (online courses, coaching, etc.) Affiliates have seen success promoting these products through all kinds of marketing channels – from SEO to organic video – but in this guide, I’ll walk you through Native Ads for affiliate marketing. You’ll learn how to get started, how to pick an offer that will work well for native ads, and more. Let’s dive in! ## Why Affiliate Marketing? So, before we get into all the tactics, why should you bother with affiliate marketing anyway? Well, it comes down to a few key benefits: - No need to create your own product. You can piggyback on all the hard work and effort that someone else has put into creating a great product. If you can market the product for them, you can have a profitable business without as much hassle. - Diversify your income streams. Even if you do have your own product to sell, there are usually related or complementary products that your audience would benefit from as well. You can promote affiliate products in keeping with your brand and increase the lifetime value of every customer. - Make key industry connections. Coming into a new business relationship as an affiliate means you’re adding value first. It’s a wonderful way to open new doors and professional connections when you’re selling for someone, rather than to them. Affiliate marketing is also a great way to get familiar with a new niche, industry, or audience before you commit all the development costs toward your own product or service. Simply promote a lower ticket product and see what kind of response you get! So, what does affiliate marketing success look like with native ads? Here’s an example. ## Success With Native Ads Two of ClickBank’s most successful affiliates are Tom Bell and David Ford. These business partners managed to make six figures in the energy and solar niche during 2020, starting with Facebook Ads and then moving over to native ads. Their story is simple: during lockdown in 2020, energy costs at home started to surge. Tom and David decided to promote ClickBank power offers in the energy and solar niche. After growing tired of ad account shutdowns on Facebook, the pair switched their budget to a more sustainable traffic source: native advertising. By essentially “cloning” the winning campaigns on Facebook, they saw enormous profit and ROI using native ads. As they explained, the advertising costs were more reasonable and the ease of use made it possible for them to clear six figures with their native ads campaigns. ## How to Start as an Affiliate Okay, so you see the money-making potential of affiliate marketing, and you want to give it a try for yourself on Taboola? Great! The first thing you need to do is find an affiliate product to promote. It’s absolutely essential that you pick a good product from a reliable affiliate program. There are three main places you can go to find affiliate products to promote: - Apply to a company’s existing affiliate program. Many companies in your industry have their own affiliate program with products you can promote. These affiliate programs may or may not be powered by an affiliate network. - Establish your own direct affiliate relationship with a company. Some companies don’t have an affiliate program, but would be willing to partner with the right affiliate. This is essentially a sales task – you can reach out to different companies and see what kind of revenue split or flat commission they’d give you for successfully selling their product. - Join an affiliate network. Affiliate networks and marketplaces take the guesswork out of finding offers by serving as a centralized place for product owners to list their products for affiliates. ClickBank is a good example of one, as are Amazon, ShareASale, etc. Whether you work directly with a company or find products on an affiliate network, you should be able to find quality products that are worth sharing with your audience. One good tip is just to do some research on what other people in your space are selling and promoting. From there, you can reverse engineer the companies, products, and networks you should be a part of. You can also do a Google search of “best + + affiliate programs” to see what comes up! ## What Makes a Good Affiliate Offer for Native Ads? Now that we’ve talked about where you can find affiliate products, it’s time to pick a strong affiliate offer – one that will work perfectly with native ads! First, it’s important to understand the types of topics that do well on native ads platforms and publisher sites. Usually, it’ll be more general interest topics with broad appeal. Here are a few examples that we’ve seen work well: - Weight loss - Self-help - Spirituality/new age beliefs - Making money - Crypto or other recent trends - Popular hobbies like golf or sewing In choosing a niche, you can easily find out general interest about a topic by doing some research in Google Trends. If the topic is going up over time, that’s a good sign that you have a winning niche. For example, you could look up whether supplements are growing in popularity over time (in this case, the answer is yes). You also want a niche where you can bring some kind of expertise or value that others don’t necessarily have. What else should you think about when it comes to affiliate offers? Here are a few big factors to consider: - Conversion rate. If you can get data on what kind of conversion rate the affiliate product sees overall, aim for products with a 2% or higher conversion. - Avg $/conversion. Look for a product that gives you a generous commission for each sale you make. We like to see $100 or more in average payout value, but this number obviously depends on your niche. - Sales momentum. You want an offer with some momentum and a proven track record. Ideally, you want to know that other affiliates have seen success with it recently. The Gravity score on ClickBank’s marketplace offers a rolling 12-week figure to report on that number. - Earnings per click. While you won’t know your own earnings per click (EPC) until after you’ve started promoting an offer, try to aim for an EPC of at least $1. This means for every click on your affiliate link, you’re earning an average of $1, giving you a benchmark for how much you can spend on native ads to promote them. Doing your research into a product ahead of time can help you find ones that offer real value and are at a price point that you can make profitable. ## Promote Affiliate Products with Native Ads Once you’ve picked a product or two that you want to promote, it’s time to get started with native ads on Taboola. We typically see a few main approaches for affiliate marketers using native ads: - You run ads to a quality affiliate bridge page that serves as a way to pre-sell people on your chosen product, and then move them along to the pitch page to make a purchase. - You run ads to an opt-in page on your site – a content piece, a lead magnet squeeze page, a quiz, etc. – and collect email addresses. Then, you promote affiliate products to your email list. - You run ads that point people to your website and then retarget them. Both options – or a combination of the two – can work well. Either way, you should structure your Taboola ads to link to a landing page on your own domain, and then you can decide where to route that traffic to maximize your earnings. The last note I’ll share for affiliate marketing with native ads is that curiosity is king. As we often say, your job as an affiliate isn’t to sell the product, it’s to sell the click. Your native ad is typically placed alongside many others on premium publisher sites, so your job is to draw enough attention and curiosity that people will click yours to see what you’re talking about. This is important to remember as you go after your next native ads win! ## Conclusion In this post, we looked at affiliate marketing, why it’s worth pursuing, and how to get started with it using native ads. Affiliate marketing is a great way to make an income online or supplement your other business income streams. --- ### How to Buy Website Traffic: Best Practices for Getting Quality Visitors URL: https://www.taboola.com/marketing-hub/buying-paid-traffic/ Last Modified: 2025-03-16 15:17:08 As a website owner, it can be difficult to get enough traffic to your site, especially when you've recently launched. While SEO and content marketing will pay off in the long run, buying traffic is an option if you need a quick head start. So, what exactly does buying web traffic mean? As the name suggests, paid traffic means that you spend money to attract visitors to your website. You can do that in lots of ways. Some common methods of buying traffic for your website include content discovery campaigns, display ads, and pay per click campaigns. If you're wondering, "should I buy traffic for my website?" the truth is that there are advantages, but there are also a few potential pitfalls, which we'll help you to avoid. When you buy targeted web traffic, it's a great way to quickly improve your business and site's online visibility. It also lets you reach your target audience directly, and because it's so targeted, it can help improve conversions. More conversions puts you on the path to more leads and sales. However, it's crucial to avoid buying the wrong kind of traffic or traffic the wrong way. In this article, you'll learn how to do it, the key pitfalls to avoid and when it makes sense to buy website visitors for your business growth. ## How to Start with Paid Traffic Campaigns: A Step Guide Ready to buy website traffic to supplement your organic traffic? Here are some of the steps you should take before and after you start your paid traffic campaign. - Know your audience - Pick the right channels - Set targets in advance - Create landing pages - Track your performance ### Know Your Audience An essential first step is targeting the audience. It's important to know who you're trying to reach and the best way to connect with them. So before you buy targeted web traffic, spend some time getting to understand the audience. The payoff is increasing your click through rate (CTR) and driving even more traffic from your paid traffic campaigns. The information you'll need includes: - Demographics (age, gender, location, education, and more) - Interests and affinity groups - Behavior You can get audience information and segment your audience through performance marketing platforms like realize:. realize: leverages AI to drive performance marketing results through AI audience targeting and real-time marketing analytics data. That will help you to create more effective paid traffic campaigns, so you can spend less while improving ROI. ### Pick the Right Channels Channel selection is crucial when buying traffic for your website, because it makes a difference to the effectiveness of your campaigns. It's important to identify the online marketing channels that are already working for you (such as particular social media sites, for example) so you can decide the best places to target your campaigns. Check out the traffic sources report in your web analytics data to find this information. Sources that are already sending traffic to your site are a good starting point for paid traffic campaigns to ensure you reach people who are interested, and to avoid wasting money. Make sure to stay alert to diminishing returns due to channel fatigue once you've exhausted Search and Social. ### Set Your Targets in Advance Before you begin, think about the marketing goals you want to achieve with your paid traffic campaign. These typically fall under three big buckets: - Awareness: helping people get to know your business or brand - Consideration: getting your audience to think about your business as a solution to their problem - Decision: winning the sale Within that, you'll break down your goals into specific targets, such as how many new visitors, leads or sales you want to achieve when buying website traffic. Setting concrete goals makes it easier to track campaign performance, and ensure you are spending your campaign budget wisely. ### Create Landing Pages A key element when buying traffic for your website is making it easy for them to take the desired action, and convert, when they land there. That's why you need a landing page as the destination for your paid traffic campaigns. Landing pages are tailored to your campaign, include content specific to that campaign, have minimal navigation and a single call to action. Because they are super targeted if well optimized, they help you increase conversions while reducing the costs of your campaign. In other words, you can buy website traffic cheaper than without a landing page. ### Track Your Performance Launching your campaign to buy targeted web traffic is only the start of the process. The next step is making sure your campaign is getting the right results. That means monitoring your campaign, measuring what's happening, assessing what's working, and changing what's not. In other words, campaign optimization. The campaign optimization process includes looking at acquisition, behavior, and conversions for the traffic you attract to your site. Depending on how those stack up against the goals you set earlier, you may need to tweak keywords, content, calls to action or channels to get better results from your paid traffic campaign. ## What to Consider when Buying Paid Traffic As mentioned earlier, when you buy website visitors, it pays to be careful, because there are a few pitfalls to avoid. Here are tips on what NOT to do when buying website traffic. ### Don't Buy Traffic Without Knowing What to Do Depending on your business and goals, buying web traffic can be a large item on your budget. That's why you want to make sure you're doing it right and spending your money wisely. Whether you're running content discovery campaigns, native advertising campaigns, display advertising campaigns, or pay per click campaigns, get expert help to achieve the best results. ### Don't Fall Victim to the Click Fraud Trap In the past, paid traffic has gotten a bad rap because of fraud. Some bad actors attempted to deceive buyers, and there are still services around trying to do so. One common type of fraud is click fraud, which artificially inflates the number of clicks received. Beware: sometimes buying website traffic cheap can turn out to be very costly. With click fraud, you end up spending more money for poor quality traffic. It can also result in penalties from the advertising platforms, making it harder to run paid traffic campaigns in the future. That's why you should always buy paid traffic through trustworthy, reliable sources. ### Don't Ignore the Policy Requirements Most websites and platforms have ethical policies related to paid traffic that you have to adhere to. For example, the Adsense policy prohibits publishers from artificially inflating impressions or clicks, and from asking people to click or view their ads, among other things. Buying website traffic that does not meet the policy requirements of the platform you're using is extremely risky. Examples of this include non-human traffic such as bots, misleading information and paying users to click. Any of these can result in account closure, and then you won't be able to run paid traffic campaigns on those platforms any longer. Again, the solution to this is to run your campaigns via reliable platforms. ## Is Buying Traffic a Good Idea for your Business? So, is it a good idea to buy paid traffic? The answer's a firm "yes, but". Yes, buying website traffic can be a great idea depending on what your website needs, the quality of the traffic you get, and how you've acquired that traffic. But when buying traffic it is crucial to avoid the pitfalls listed earlier, to prepare your campaign properly, and to work with trustworthy sources to ensure success. ## Buying Paid Traffic with Taboola Taboola is a great option for running your paid traffic campaigns. As the world's largest discovery platform, serving more than a billion people each month, it has in-depth data on audiences and tools to help optimize your paid traffic campaigns to achieve the best results. Taboola will help you deliver policy compliant, finely targeted campaigns to the people most likely to take action, so you meet your goals. --- ### Paid Traffic for Affiliate Marketing: Sources and Guide URL: https://www.taboola.com/marketing-hub/paid-traffic-for-affiliate-marketing/ Last Modified: 2025-04-14 11:17:43 Affiliate marketing is a valuable strategy for publishers that want to earn revenue from their content and advertisers eager to reach built-in audiences of readers. The problem is that driving traffic to affiliate marketing sites can be tough. And without high-quality traffic, publishers and advertisers will lose precious opportunities to drive leads and make money. That's where paid traffic comes in. Paid traffic helps affiliate websites generate more impressions and, therefore, conversions. Also, unlike free traffic, paid traffic can come from targeted, niche audiences who are most likely to be interested in your affiliate ads. Still, it's important to go about generating paid traffic in the right ways. With the most effective strategies, you can get more eyes on your content and increase your profits. To help, we'll explain just how to use paid traffic for affiliate marketing — including best sources for generating that traffic. Here's what you need to know. ## Can You Use Paid Ads for Affiliate Marketing? The answer is yes! Buying paid traffic can help affiliate websites perform better and get in front of the most engaged, interested audiences. By launching paid ads across strategic locations on the web, successful affiliate marketers can address specific demographics of customers. If they're running affiliate campaigns for tech companies, for example, they can reach only those interested in tech-related content and products. Of course, using paid traffic for affiliate marketing comes with a monetary price. Done well, however, the revenue driven by those affiliate campaigns will far outweigh the cost of any paid traffic ads, ensuring marketers turn a profit from their efforts. There are also some risks involved and scams to watch out for. Bots, for instance, can drive up clicks and costs without actually converting, draining the marketer's budget in the end. That's why it's so important for affiliate marketers to choose the right sources, strategies, and tools for their paid traffic campaigns. ## How Do Affiliate Marketers Get Traffic? There are several platforms publishers can use to get paid traffic for affiliate marketing. Each comes with its own unique advantages, tools, and promotion methods for success. Specifically, the best traffic sources for affiliate marketing ads are: - PPC - Link and banner ads - Social media ads - Native advertising ### PPC Pay-per-click (PPC) advertising is the process of buying ad space on search results pages. A fashion brand, for example, might target people searching for “best fall looks," helping ensure that their content shows up as one of the top results, as with these ads: PPC offers many benefits to affiliate marketers. You can potentially reach millions of target customers searching for your products if you can successfully bid on one of those top spots and have the SEO-optimized content to back it up. Yet, the space is extremely competitive, with no guarantee that your bids will win out or drive clicks. Google Ads is the most salient PPC advertising platform, offering businesses an opportunity to advertise across the search giant's network. Those participating just have to be sure their ads adhere to Google's criteria, including keyword relevance, landing page quality, and, of course, engaging content. ### Link and Banner Ads Link and banner ads are display ads that can appear in various shapes, sizes, and placements on a web page. A publisher, for example, might place banner ads at the top of its articles or on the sidebar of its homepage. If readers click on these banner ads, they can be taken to a product or landing page where they can learn more about the products and services advertised. Link and banner ads are great for generating impressions and getting in front of built-in publisher audiences. The problem is, they often drive lower clickthrough rates (CTR) than other forms of advertising. That's because many users employ ad blocking tools to avoid seeing these ads. And even those who do see them can develop banner blindness, meaning they consciously or unconsciously ignore and scroll right past banner ads without ever actually registering or engaging with them. ### Social Media Ads Social media ads are paid placements on social platforms like Facebook, Instagram, and Twitter. Businesses can buy these placements through each platform's ad network. Instagram, for instance, offers in-feed image, video, and carousel ads as well as Instagram Stories ads. Some of these ads even have call-to-action buttons or “buy" buttons that allow users to make purchases right from each app or site. By advertising on social media, businesses can reach consumers where they're already engaging with content from friends, family, and other brands, and where they're interested in seeing new products. In fact, almost 50% of the internet users research products online via social networks. Marketers just have to make sure their social media ad creative matches the language and feel of the organic in-feed content, and provides value to the user. ### Native Advertising Native advertising is the process of creating ads that match the form and function of their surrounding content, so they fit seamlessly into the user experience. Since native ads look like organic content, they're not disruptive and consumers are more likely to respond to them. While social and search ads are types of native advertising, businesses can also launch native ads on the open web, reaching engaged audiences of readers on premium publisher websites. Brands can launch affiliate marketing campaigns, for instance, in the form of recommended articles at the top, side, middle, or bottom of articles on a relevant publisher's site. This way, they can reach readers just as they're ready to engage with something new. In fact, that's why affiliate marketers choose Taboola. You can learn more by seeing how here. As the world's largest content discovery network, our platform offers a massive global reach of over 1.4 billion internet users and advanced targeting capabilities for audiences on over 22,000 trusted sites. Affiliates in industries like nutrition, healthcare, e-commerce, insurance, and renewable energy have seen particular success with Taboola. Though our tools have driven business results for all marketers eager to reach audiences in new places and drive paid traffic to their affiliate sites. ## Paid Traffic Pays Off for Affiliate Marketing Free traffic sources for affiliate marketing can only go so far. If publishers truly want to make the most of their affiliate campaigns, they should invest in paid traffic through sources like PPC, link and banner ads, social media ads, and native advertising. This will allow them to more effectively spread awareness, reach targeted audiences, and generate conversions. It's also important to be aware of the pitfalls of buying affiliate marketing traffic. Instead of draining your budget, the right tools can help you avoid scams and frauds and reach only the most relevant, high-quality audiences. As the world's leading discovery and native advertising platform, Taboola does just that. We'll help you launch ads across premium publisher websites, so you can reach the right people just as they're ready to discover something new and, as a result, drive up your affiliate traffic and revenue. Find out how Skimlinks, a Taboola company, can help with your affiliate marketing strategy.  --- ### Future of Advertising: Taboola, DoubleVerify & Magnite CEOs at Adweek URL: https://www.taboola.com/marketing-hub/future-of-advertising-taboola-doubleverify-magnite-ceos-at-adweek/ Last Modified: 2025-07-15 08:23:45 There’s been a lot of moving and shaking beneath the feet of the advertising industry this year. Many companies have gone public, and it seems those companies have answered the timeliness adage “buy or build,” with a resounding buy. So, what’s so special about this moment? Why is all of this happening now, as opposed to last year or even five years from now? Adweek’s Sr. Advertising Reporter Lauran Johnson answered this question live on the AdvertisingWeek stage with Taboola CEO Adam Singolda, CEO of Magnite, Michael Barrett and CEO of DoubleVerify Mark Zagorski. ## Why is the advertising industry seeing all of this merger and acquisition activity? Panelists shared two driving forces behind the recent increase in mergers and acquisitions (M&A): a recent focus on scale; and a push from brands and publishers to consolidate the numbers of partners they work with. “People are really starting to understand that scale matters,” Zagorskis said. “There are opportunities for businesses to scale through M&A, and it’s the fastest way to do it. You’re either big or roadkill.” Singolda added that a burning need to diversify away from walled gardens has been a major contributing factor: “People want to have less vendors and more partners,” Singolda said. “They want to invest more with less companies, but do a lot more with them. Especially as we’re thinking about a world where clients or advertisers are looking to diversify as much as they can outside of walled gardens, the Facebooks of the world, the Googles of the world, it’s so important for them to build successful relationships with companies.” https://youtu.be/c_ueKJb-dNo In the infant stages of advertising on the open web, there was a fear that Google would crush the competition. That’s no longer the case, which fuels confidence that many technology companies in the advertising space that aren’t Google will only get bigger. “The bust occurred at the first wave of adtech companies,” Barrett said, “Those guys were mostly glorified rep firms that could scale revenue faster, but weren’t the best companies. Public investors lost confidence in adtech because they really felt Google could do everything. There was a wilderness where everyone thought adtech was over because ‘Google is going to do it anyway.’ What people are finding is that for the open web you need non-Google companies, and Google’s aspirations have also changed over time. They’re not looking at running the table for the open web and the open web is a huge piece of the economy. It demands scale and differentiated companies.” ## How has the pandemic affected the industry? The pandemic sent a record number of people online, which inarguably supported growth in online advertising. But what really made a huge difference was that the world really stood up and realized the importance of an online presence for businesses of all sizes, despite the fact that we’ve all been talking about it for years. “I’ll tell you the things that changed in the last year, Singolda said. “It’s funny, we’ve been saying it’s important to go digital for the last decade. Still, last year you saw that there was no choice because stores were closed and we were all stuck home. Many businesses had no choice but to go digital faster. In many ways we were in the future at once.” ## Retailers have started to build their own solutions to challenge the likes of Amazon and Walmart, is there an opportunity there? While many companies of all different types — from retailers to publishers to OEMs — have looked into what they can build themselves, there is a point where the buck stops and they want to rely on a third-party. “Our largest clients are OEMs,” Barrett says. “They’re preferred method is automated or programmatic. Most of them stop short of building that component themselves. They want to work with a third-party to help. They want to control the inventory, and protect their environment and consumer experience, but they do need a tech company to work with them.” Because they still want to partner with technology companies, retailers have driven the advertising industry to step away from vanity metrics and focus on real business outcomes. “The only thing to know about retail media which I think is so exciting,” Zagorski says, “The retailers got so fed up with the space because they wanted to drive outcomes. Specifically when we look at DoubleVerify, the idea of moving away from traditional measurement proxies and moving into actually helping advertisers drive an outcome is where the world is going. The retail media guys were like ‘we’re not going to wait for you, we're going to try to do this ourselves.’ It creates a compelling drive for the industry, and particularly companies like DoubleVerify in the measurement space.” The trend towards e-Commerce may have started with fed up retailers and the pandemic, but it’s only going to keep growing. “We just acquired a company called Connexity,” Singold says, “Snd the reason we took that bet was because we thought that retail and e-Commerce would be such a big part of the future on the back of the pandemic. One, people are buying online so much more. Two, everyone wants to diversify outside of those walled gardens, and three, the transition from cookies to context and the growing importance of this notion of trust continues, when you go to a website like a CNET or Wirecutter and you read about something that you like, you’ll consider making purchase decisions.  The opportunity to link those retailers with content people trust is such a big part of what people think is about to happen.That’s why we’ve taken that bet.” ## How has working virtually or working from home affected your businesses? The hardest part about corporate decisions surrounding work from home in the online advertising space has been keeping connections between people alive. “It’s been a bear,” Barrett said. “We never even got a chance with the merger to get the two companies together, and then of course there have been other acquisitions after that. It just compounds the challenge of building a culture.” Aside from employee connections, it’s been a valuable experience when it comes to working with investors. “With relationship to actually coming out going public,” Zagorskis sais, “we did our entire roadshow, a private placement of $150 million before our IPO, and we did it all virtually, and I have to say that the investors loved it, the analysts loved it, because you didn’t have to waste time on planes. We had more meetings with investors than we ever could have done flying around everywhere. It has made the capital markets almost more accessible in this virtual way. And I was home every night having dinner with my family as opposed to on the road.” Despite the lack of travel making things easier on both employees and investors alike, virtual working does bring culture to the forefront of the discussion. “It puts such a huge emphasis on culture,” Singolda says. “What does transparency mean? How do you communicate with each other? How do you innovate? We went public and raised over $1.2 billion dollars and I never left my house in Tenafly, NJ. But it worked. It was madness. We have the best offices in the world, and everyone told us we miss people, we miss people, we miss people. Then, we opened the offices, and nobody came back. So, I mean, I’m not dismissing social impact. I miss people, but people also realized they can be productive being away and some of this I think is never coming back. I haven’t given up my offices, and I hope people come back. I'm not sure we’ll force people to come back. Something in us changed forever when we realized we could go public from a home with your kids making noise outside and that’s okay. So, what will the future look like?” --- ### How 9 Advertisers Are Using SmartBid to Optimize Campaigns Successfully URL: https://www.taboola.com/marketing-hub/how-9-advertisers-are-using-smart-bid-to-optimize-campaigns-successfully/ Last Modified: 2025-10-27 09:28:47 Let's be honest – one of the most cumbersome tasks a digital marketer faces is campaign bid optimization. What if we told you that you could eliminate that repetitive work from your daily to-do list and leave it in the capable hands of technology that will ensure you get the most effective conversions at the lowest possible cost? It's not wishful thinking or science fiction. It's Taboola's SmartBid tool, and we're going to introduce you to it in this post. Below you will learn exactly what SmartBid is and all the benefits it offers advertisers like you. Plus, we'll show you how actual companies use SmartBid to reach (and often surpass!) their campaign goals. ## What is SmartBid? SmartBid is a semi-automatic campaign bidding strategy designed to maximize your conversions. It uses historic data from billions of global campaigns and deep learning algorithms to adjust the baseline bid of each impression according to how likely that impression is to drive a conversion or page view. That means SmartBid automatically increased bids for high-value impressions while lowering bids on impressions deemed less likely to convert. With SmartBid, your bid is always the lowest required to win the impression. ## What are the benefits of SmartBid? Beyond eliminating the tedious guesswork of manually optimizing bids, SmartBid offers five main benefits, all of which work in unison to maximize campaign performance and scale automatically. 1. Leverage Taboola's historical data: In addition to your campaigns' historical data, SmartBid's deep learning algorithm evaluates all the historical information of campaigns that are similar to yours, including publisher data, platform, time of day, user data, and context to determine a CPC bid based on the probability of conversion. 2. Scale with confidence: SmartBid expands your campaign's reach by running optimized bids across Taboola's entire publisher network, which consists of over 20,000 sites. 3. Conversion-based learning: SmartBid learns which publishers and audiences will produce the most conversions for your objective, continuously and automatically adjusting bids to prioritize conversion rates. 4. Optimization you can count on: SmartBid validates the likelihood of conversion by running back-end A/B testing, only adjusting baseline bids if they will outperform fixed bids. 5. Efficient bidding every time: SmartBid automatically lowers winning CPC bids to align with each auction's second highest bid, ensuring the market rate for that impression. ## SmartBid in Action: How 9 Real Companies Drive Results Now let's see how a range of companies have leveraged SmartBid to help them exceed their marketing KPIs. ### Look After My Bills Auto-switching service Look After My Bills relied on SmartBid to distribute advertorial content and reach more relevant consumers across a broader range of publisher sites. The brand was able to maximize their conversions and gain 10,000 new memberships in just nine months. Read the Case Study ### Akbank Akbank, one of Turkey's largest banks, increased their conversion rate by 6X thanks to SmartBid's ability to block low-performing sites. SmartBid automatically allocated the company's spend on publisher sites that produced superior results by reaching more qualified users at the right time. ### Read the Case Study ### Eargo By using SmartBid, Eargo, a D2C hearing aid company, decreased their CPA by an impressive 16% by letting the technology automatically optimize campaign bids. Rather than spending so much time managing site-level bids, the company used the freed-up hours for more meaningful work, including developing new creative strategies. Read the Case Study ### MoneyWise Wise Publishing tapped Taboola with two objectives in mind: to drive paid traffic to their site MoneyWise.com and to engage users with on-site sponsored content. SmartBid used data from Taboola's network and the conversions data from across MoneyWise's funnel to bid efficiently and effectively, resulting in a 14% increase in time-on-site and a 14% increase in revenue per session. Read the Case Study ### Propstory Propstory, a top digital marketing agency in India that runs campaigns for well-known international real estate brands, approached Taboola with the goal of increasing their lead generation efforts and boosting brand awareness. By using SmartBid, Propstory reached a high-quality audience that resulted in 10,000 people per month who were actively interested in the marketed apartments and a 40% increase in conversions. Read the Case Study ### Square Yards Feeling like they had exhausted the potential of some of their other marketing channels, technology-driven real estate brokerage Square Yards turned to Taboola to launch sponsored content campaigns on the open web. The company accomplished their marketing goals by using several of Taboola's capabilities, including SmartBid. The campaigns generated a 15% higher conversion rate than other marketing channels and a staggering 50,000 quality leads. Read the Case Study ### Lubinski Group Lubinski Group, an Israel-based car importer, decided to work with Taboola to reach consumers who had a high intent to purchase a new vehicle, but at a cost lower than what they were paying on other marketing platforms. By optimizing their campaigns and audience with SmartBid, they sold 40 cars in less than three months. Compared to other platforms, SmartBid generated 7.7X more meetings that converted to sales and a cost per lead (CPL) 4X lower. Read the Case Study ### iQuanti HomeEquity Bank Facing the challenge of driving leads, increasing scale, and decreasing CPL for Canada's Home EquityBank's Reverse Mortgage product, iQuanti, a digital marketing agency, turned to Taboola. By enabling SmartBid and letting it automatically optimize the baseline bid for each impression, iQuanti accomplished their goals. The campaigns brought a 110% increase in leads, driving 30% of the overall paid inquiries alongside a 30% decrease in CPL. Read the Case Study ### Orange Digital Media Orange Digital Media was tasked with generating more quality leads for their real estate client Pionier Developers. By taking advantage of Taboola's Attentive Audiences, Orange Digital Media reached highly relevant potential buyers. With SmartBid activated and optimizing bids, the company decreased CPL by 35% while increasing the conversion rate by 43.8%. Read the Case Study ## Better Together: SmartBid & Pixel Now that you have a solid understanding of how Taboola's Smart Bid bidding strategy works and the results you can achieve by using it, it's time to give it a try. Before you launch your campaigns, make sure you install Taboola's Pixel. The Pixel feeds SmartBid with conversion event data to improve optimizations and the bidding algorithm for even better campaign outcomes. --- ### Get Cookin’: How to Build Thanksgiving Ad Campaigns That Drive Clicks URL: https://www.taboola.com/marketing-hub/thanksgiving-marketing-best-practices/ Last Modified: 2025-01-14 14:35:55 Thanksgiving is set to kick off a busy 2022 holiday shopping season — and advertisers need to be prepared. Just look at how Thanksgiving 2021 turned out: Nearly 180 million consumers shopped during "Cyber Five" — the five-day shopping period from Thanksgiving to Cyber Monday. This year, food marketers in particular will have to begin preparing their Thanksgiving campaigns as early as possible by taking the following steps: - Understanding The Market Opportunity - Researching News Trends - Gathering Examples of Publisher Articles - Implementing Targeting Best Practices - Using Data-Backed Creative Strategies - Pulling Inspiration from Successful Case Studies   Here's what advertisers need to know to build more effective Thanksgiving campaigns and engage holiday shoppers in 2022. ## Understanding The Market Opportunity Consumers are expected to spend big over Thanksgiving weekend. As they face challenges like inflation, a potential recession, and supply chain issues, they'll be on the lookout for seasonal deals and convenient shipping options. In-store shopping may also increase, since it rose during Thanksgiving 2021 — with roughly 105 million shoppers visiting stores. As found, 28% of consumers plan to start their holiday shopping in November, with 18% starting as early as October. As we look at the holiday season overall, eMarketer expects total spend to grow over 3% from last year, reaching $1.26 trillion. And they predict that e-Commerce holiday sales will increase over 15%, reaching $236 billion. ## Researching News Trends We dug into data from Taboola's expansive network of publishers to find out which news topics are trending among U.S. consumers. According to October 17, 2022 metrics, readers are engaging with content about: - Thanksgiving. 4,786,960 pageviews in the last 90 days, up +36% vs. the last 45 days and +404% vs. 2021   - Turkey. 16,103,020 pageviews in the last 90 days, down -23% vs. the last 45 days and up +20% vs. 2021   - Black Friday. 728,630 page iews in the last 90 days, up +176% vs. the last 45 days and +3% vs. 2021   This means advertisers have an opportunity to create relevant campaigns around these topics and distribute them across premium publisher sites where consumers are already active and engaged. ## Gathering Examples of Publisher Articles Now let's look at examples of how publishers are already launching high-quality content about Thanksgiving, turkey, and Black Friday. Taste of Home published its best Thanksgiving recipes in late October 2022: Southern Living spotlighted the best turkeys to order before they sell out: And Food Network let readers know about Target's biggest Black Friday deals this year: ## Implementing Targeting Best Practices While it's important for advertisers to target readers by trending news topics, they also need to consider other strategies, such as targeting by content format, device type, and day of the week. According to October 2, 2022 data from U.S. advertisers in the food vertical, brands should use these targeting best practices to increase clickthrough rates and lower spend depending on their goals: - Performance by content type: Choose photo and video ad formats over text - Performance by platform — leads: Launch campaigns across tablets instead of mobile and desktop devices - Performance by platform — purchases: Deliver ads across mobile and tablet devices instead of desktops   Thanksgiving food marketers can also use advanced targeting tools like these to help ensure that they're making the most of their ad budgets: - Smart Bid. With this tool, advertisers can automatically optimize their bidding to maximize conversions. Smart Bid uses historic data and deep learning algorithms to bid on high-value impressions and reduce bids on impressions that are less likely to deliver performance results. So you know you're not spending more than you need to. - High Impact Placements. Taboola's High Impact Placements allow marketers to generate brand awareness and reach audiences at scale across the world's top websites and apps. Whether you want to launch video or image campaigns on homepages, mid-article, or in-feed, you know your ads will only be shown among relevant, premium content every time.   ## Using Data-Backed Creative Strategies Taboola Trends gathers real-time data about the most clickworthy images, videos, keywords, and headlines across our network, giving marketers a first-hand look at which types of creative perform best. In fact, every week we analyze about 75 million clicks and 50 billion impressions so you'll have the insights you need to build more effective campaigns. For best results for your campaign, we recommend visiting Taboola Trends on the day you create your ads in order to see our most up-to-date data. With Thanksgiving up ahead, let's look at some of the most important image trends for food-related content among U.S. audiences on October 22, 2022: Images without animals, taken indoors, and with people — particularly women — can help increase CTRs and engagement. Also, perhaps unsurprisingly, photos and images including food can drive clicks among U.S. audiences. Meanwhile, we found that videos with winter landscapes, no illustrations, and no text drive higher completion rates: Additionally, using videos with activities like sleeping, eating, and traveling can increase completion rates, ensuring customers engage with your content for longer periods of time. When it comes to creating clickworthy titles, the Taboola Title Analyzer lets you put headline options against each other to see which ones will deliver the highest-predicted CTR. Let's take these three Thanksgiving-related titles, for example: - 10 Mouth-Watering Thanksgiving Recipes To Try in 2022 - Black Friday Shopping on a Budget? These Cyber Weekend Deals Can Help - 7 Thanksgiving Sales to Start Your Holiday Shopping   By plugging them into the Title Analyzer, we can see that “10 Mouth-Watering Thanksgiving Recipes To Try in 2022" is most likely to drive clicks and deliver results. ## Pulling Inspiration from Successful Case Studies Thanksgiving advertisers can look to other brands' successful campaigns for inspiration and ideas. ### Naked Wines Customer-funded wine business Naked Wines wanted to drive new sign-ups to its service in the U.K., Australia, and the U.S. So the brand tapped Taboola to launch interactive, educational content targeted towards wine lovers across premium publisher sites. As a result, Naked Wines generated 8,000 new sign-ups in just eight months, and those customers had a 33% higher lifetime value (LTV) than others on average. ### Plated Meal kit startup Plated wanted to expand its customer reach outside of the usual acquisition channels like Facebook and Google. By partnering with Taboola, the business was able to distribute content-based ads on premium publisher sites across the web — reaching people when they're already consuming relevant messaging and eager for more. Plated also used Taboola's technology to A/B test different creative options and optimize its campaign towards clicks and conversions. For example, the brand found that close-up product shots performed best on desktop and mobile. The result? Plated drove 1 billion monthly impressions and a 12% increase in customer signups. ## Drive Campaign Results You Can Be Thankful For Thanksgiving may be the start of a stressful holiday season for marketers, but high-quality data can take away a lot of the guesswork and help ensure that you're building the most effective campaigns possible. So, with e-commerce sales set to boom again this Thanksgiving, be prepared with these proven best practices. Also, check out our 2022 holiday advertising guide and top-performing creative strategies to build full-funnel campaigns that engage shoppers throughout the whole holiday season.   --- ### The US Auto Industry Is Bouncing Back — And Digitization Is the Key for Auto Brands URL: https://www.taboola.com/marketing-hub/the-us-auto-industry-is-bouncing-back/ Last Modified: 2025-01-14 14:35:56 The auto industry continues to feel the impacts of COVID-19, which caused US auto sales to reach a 30-year low. But a number of factors — including a relatively strong economic recovery and low interest rates — are causing a spike in auto demand. As auto brands and dealerships struggle to keep up with this spike in the face of a chip shortage, there's another factor that can't be ignored: the auto buying process is becoming more digitized by the day. Brands are turning to open web offerings like strategic ad placements and online video to make sure that they're capitalizing on the massive opportunities that will arise from 2021 and beyond. But we'll get into product solutions and best practices later. First, let's look at how the auto industry has changed and the opportunity for auto advertisers in the upcoming months. ## How the Industry Got Here During COVID Auto brands are presented with a huge opportunity to make up for lost time and dollars in 2020, but the question remains — can they keep up with demand? Due to a relatively strong economic recovery, low interest rates, high savings, and government stimulus payments, auto dealers can't keep cars on the lots. Additionally, automakers are struggling to produce new models due to a computer chip shortage. This chip shortage, prompting vehicle production cuts, could potentially cause the auto industry upwards of $110 billion in sales. Due to the delay in production, used cars prices are up roughly 45% over the last year. This demand is forcing some dealers to call and email former customers offering to buy back previously sold cars within the last couple of years. Another obstacle for regional automotive dealers is ever-growing digital auto marketplaces like Vroom, Carvana, and Shift. As they enjoy the spotlight and satisfy demand, these digital auto marketplaces will likely push ad dollars from traditional to digital over time — increasing their presence of alternative car-buying models during a continuously unprecedented time. For this reason (and others), local dealerships and large automakers should aim to diversify their advertising efforts. Instead of focusing solely on commercial and local advertisements, consider investing more in digital advertising. Channels like Taboola can help you keep up with digital auto marketplaces that are already so prominent in the digital space. ## There's Hope on the Horizon What is the opportunity for auto advertisers right now? Despite these challenges that you've had to overcome over the past year and a half, there is a light at the end of the tunnel. In mid-July, TSMC, a Taiwan based chipmaker, announced that consumers can expect the car chip shortage to begin easing in the next few months. This is because the company plans to increase auto chip output by about 60% YoY — but likely at the expense of clients in other industries who will likely be left waiting even longer for their backlogged orders. We're also seeing more positive trends: - Used car sales rebounded quickly in June, as Americans sought out alternatives to public transportation and vacationed within driving distance in order to avoid air travel. Taboola's readership data shows that used cars continue to trend. (Source: Taboola readership data, accessed September 21, 2021, 90-day lookback window) - Car shoppers who have delayed their purchases are expected to return to dealerships. - Leases that expired, and were subsequently extended, during Q2 will presumably bring in more customers later in the year and into 2021. - Electric vehicle (EV) sales are expected to take off, possibly tripling US registrations from 1.8% in 2020 to 9% in 2025 and 15% in 2030. This is catalyzed by President Biden's calls for a clean-energy economy and his “Made in America" plan. Taboola's readership data confirms these projections, showing that electric vehicles are trending. (Source: Taboola readership data, accessed September 21, 2021, 90-day lookback window) The Boom and Shift to Digitized Buying Models Local and regional dealerships are learning from digital auto marketplaces. We're seeing more and more of these brands shift to incorporate more of a digitalized buying model, and in turn find major benefits from this operational adjustment. eMarketer estimates show that automotive digital ad spending will grow 21.4% in 2021 to $13.29 billion, slightly below its pre-pandemic peak. What Consumers Are Saying: ## ~⅓* of younger consumers today want to shop for their next car in-person at the dealership ## 48% ** of today's consumers would like to handle price negotiations online, and another 42% say they want to handle financing online as well (*Source: AutoDealer Today, The Current Setting for Automotive Digital Retail in 2021) (**Source: Cars.com, Ride-Sharing Drops, Online Car Shopping Increases in Coronavirus' Wake) What Dealers Are Saying: ## 76% of dealers agree that their staff's personal touch, in combination with digital tools, will enhance relationship building ## 69% of car dealers say tech and digitization will be more important after COVID-19 ## 42% of dealers say digitization will improve their financing transparency (Source: Forbes, Dealers Are/Digitalization Is the Future of Car Buying) ## How Auto Brands and Dealerships Can Harness Digital — and the Future Digital is the future, and that's also true for your advertising strategy. With so much car-buying activity taking place online (like research, negotiations, and financing), it's of utmost importance for sellers to have a positive online presence and continue to build brand awareness. But a basic advertising strategy won't cut it. You need to make an impact with every ad dollar and every impression by making sure your ads are reaching engaged audience members in a trustworthy environment. Taboola helps brands do just that. It uses the world's largest dataset of readership data from top editorial sites around the world — informing your campaign strategy with the help of 1 trillion recommendations, 516 million daily active users, and 22 billion monthly pageviews. With Taboola High Impact, brands are front-and-center with high-impact ad placements within premium content. ## How Can Taboola Help? ### Data and Targeting Taboola's wealth of data means more information at your fingertips to inform and optimize every campaign. Brands can use Taboola's comprehensive data and targeting capabilities to reach the right consumers at the right time. For example, you can target potential customers using readership trends through contextual campaigns, as well as targeting based on demographic and vehicle make and model. Taboola Segments let you leverage Taboola's data marketplace of proprietary 1st party and 3rd party auto segments to drive key KPIs and overall brand awareness. These segments include groups like SUV, minivan, vehicle type, and luxury and non-luxury. We're seeing that advertisers who utilize these data and targeting capabilities are able to achieve auto KPIs like: - Qualified site traffic - Qualified action on site - Foot traffic to dealerships - Overall brand awareness (for model launches) ## Ad Campaign Creative Best Practices Taboola Trends provides advertisers and partners with real-time trends to help build the most effective campaigns possible, showing what creative elements are working best for images, video, and headlines. Here are some trends for the U.S. pulled on October 1st, 2021. For the most accurate representation of creative best practices for your campaign at the time of creation, we recommend visiting our website as we update our trends with new data weekly. ### Image Trends Images without text are performing better than images with text, so avoid overlaying text onto your ad images. Audiences are responding more positively to photos versus illustrations, so consider adding photo to your campaigns. Black and white images are trending over color images. Add a touch of nostalgia by going black and white. ### Video Trends When it comes to the season, winter videos achieve a 100% completion rate. This means that 100% of users who start watching a winter video will watch until the end. Similarly to images, videos with illustration are performing better than those without. Consider adding animated videos to your campaigns. Videos featuring women have a higher completion rate than videos featuring men. ### Headline Trends Taboola's Title Analyzer is a great tool for developing ad headlines. Just plug in your ideas and see which ones are predicted to have a higher click-through rate (CTR). We plugged in a few headlines related to electric cars and found that the top performer was “10 Electric Cars That Celebrities Are Sporting," which suggests that users are interested in seeing lists, and they're interested in what's stylish in pop culture. Try your own headlines as you build out your own campaigns. ## Capture Auto Spend with Additional Advertising Channels The past year has been tough for many auto companies, but there's a lot of potential for brands that harness the shift to digital — and pick the right partners to help them lead the charge. Auto brands and dealerships are using Taboola to capture auto spend as car sales begin to bounce back. Learn how you can, too. --- ### Smarketing: What Is It? How Can It Help Generate Leads? URL: https://www.taboola.com/marketing-hub/how-smarketing-can-help/ Last Modified: 2025-05-20 10:49:21 We know that sales and marketing are two different functions in a business. Whether your business has separate departments full of sales and marketing teams or if individuals carry out those functions, it’s not uncommon to keep sales and marketing separate. But what if that’s not the best option? What if it makes more sense to foster closer communication between sales and marketing to get better results overall? ## What Is Smarketing? Smarketing represents a business strategy aimed at aligning sales and marketing functions, which can help improve your business outcomes and return on investment (ROI) for both of these functions. ## Why is Smarketing Important? It’s a way to encourage teams to work together toward common objectives designed to improve conversions. When you integrate smarketing into your overall strategy, you prompt your teams to interact to create shared goals and work with each other toward reaching those objectives. For example, with the help of smarketing, you might create a marketing strategy that generates high-quality leads and send them to the sales team. Because those teams regularly work together and create shared processes, the sales team is more responsive and can more easily close deals and increase sales. Smarketing also encourages sales to relay valuable information to the marketing team. They can provide metrics that let the marketing team know where their efforts are most effective and allow the team to tweak their strategy to create content and ads that attract more qualified leads. ## Benefits of Smarketing By improving the way that sales and marketing teams collaborate, smarketing offers a number of benefits. ### Higher-quality leads Smarketing encourages higher-quality leads because sales can provide feedback on the type of customer likely to buy, allowing the marketing team to adjust their lead-generation strategies. ### Easier conversions When marketing and sales teams are aligned, sharing information, metrics, and goals, conversions become easier. Marketing can provide information about where customers are in the sales cycle and provide pain points and solutions salespeople can use to close the deal. ### Better customer retention With a smarketing approach, keeping customers and targeting them for return purchases is easier. Working together promotes improved communication as you follow up and compare notes. Indeed, customer retention is 36% higher with a smarketing approach. ### Higher ROI With smarketing, your customer acquisition cost decreases, improving your ROI. Additionally, the targeted nature of working together promotes the potential for increased revenue per customer. ## Sales and Marketing Alignment Challenges Getting your sales force and marketing team on the same page can be difficult, especially if they are not used to working together. Differences in priorities and perspectives can create friction during the implementation phase. ### Communication and Terminology Barriers Sales and marketing teams often use different jargon, making it challenging to establish a common language. Miscommunication can lead to misunderstandings, inefficiencies, and missed opportunities. ### Tool and Technology Integration Each team may have its own set of tools and platforms, making it difficult to find and adopt solutions that work for both. Aligning technology requires time, effort, and sometimes additional investment. ### Alignment of Objectives and Workflow It can take months to synchronize objectives, workflow, and reporting structures. Commitment to the process is essential to successfully implement smarketing and ensure long-term collaboration. ## How to Align Sales and Marketing Teams for Maximum Impact As you prepare to implement a smarketing strategy, here are some of the steps that can help you create the best positive impact: ### Have conversations about terminology and tools used Get everyone on the same page with terminology and how it’s used in the process. Also, share information about the tools the teams use and how to use them. Cross-train on sales and marketing tools. ### Share data Make sure sales and marketing teams share data so they can make better decisions. Both teams should be using data that helps them better target customers and potential customers. ### Meet frequently Encourage sales and marketing teams to meet regularly to review shared objectives and strategies. They should develop their key performance indicators (KPIs) and goals together, and track progress at regular meetings. ### Encourage professional relationships across teams Your sales and marketing teams should have multiple working relationships. Have them in meetings together and encourage them to touch base even outside of meetings so they have good rapport and develop trust in each other. ## Tools that Facilitate Smarketing Initiatives There are plenty of tools available that can help facilitate effective smarketing strategies. Some ideas include: ### Document sharing Decide on a shared drive for important documents so that you can all access the most updated information. Consider OneDrive from Microsoft or Google Docs to manage these documents. ### Communication Tools like Slack and Microsoft Teams make reaching sales and marketing colleagues easy. Encourage your teams to set up a communication system they can use to stay in touch, share successes and reach each other quickly if they need immediate information. ### Project board If you’re looking at keeping projects organized so everyone can see what’s happening and take accountability, look into various boards. Trello, Asana, Monday, and Notion all offer ways to manage projects and results. ### Marketing and sales products Get help managing your campaigns using tools designed to help you gather data and create more effective campaigns and track sales metrics. Tools like those offered by Taboola and Salesforce can help you make the most of smarketing efforts. ## Measuring the Success of Your Smarketing Efforts Measuring smarketing efforts requires tracking key metrics that assess collaboration, lead quality, conversion rates, and overall revenue impact. By tracking these metrics, businesses can evaluate the effectiveness of smarketing efforts and make data-driven improvements. Here are some essential metrics: ### Lead Quality and Engagement Metrics These metrics assess how well marketing is generating leads and how engaged those leads are. They help determine if leads are properly qualified before being passed to sales and how likely they are to convert into customers. Examples are MQLs, SQLs and lead-to-customer conversion rate. ### Sales and Marketing Alignment Metrics These track how effectively sales and marketing teams collaborate, ensuring that leads are properly handed off and followed up on. They also measure whether both teams are adhering to agreed-upon processes. Examples are lead response time, lead handoff rate, and service level agreement compliance. ### Revenue and ROI Metrics These metrics evaluate the financial impact of smarketing efforts by measuring customer acquisition costs, revenue generated, and the efficiency of the sales cycle. They help determine if marketing investments are leading to profitable sales. Examples are CAC. revenue from marketing efforts, sales cycle length. ### Content and Engagement Performance This category measures how well marketing content and campaigns engage prospects. It tracks the effectiveness of emails, social media, and other digital assets in attracting and converting leads. Examples are email opens and CTRs, revenue from content, social media and website engagement. ### Feedback and Collaboration Metrics These metrics assess how well sales and marketing teams work together, including meeting frequency, internal satisfaction, and performance reviews of won and lost deals. They help ensure continuous improvement in smarketing alignment. Examples are Sales/Marketing meeting frequency, NPS for internal teams, win/loss analysis. ## Key Takeaways Keeping your sales and marketing functions separate might be holding you back. While these are different tasks, they are complementary, so fostering communication between sales and marketing teams makes sense. Implement a smarketing approach and you’re more likely to see better results and a higher ROI. ## Frequently asked questions (FAQs) ### Why integrate sales and marketing teams? Sales and marketing are complementary functions in many businesses. Marketing campaigns often drive leads that salespeople can use to convert customers. By integrating the teams to work together through smarketing, both teams can improve their results. ### Is smarketing the same as ABM? Smarketing is very similar to account-based marketing, or ABM. The idea with ABM is to focus on high-value accounts and direct efforts there with collaboration between sales and marketing teams. Smarketing is broader, however. Smarketing involves ongoing collaboration between sales and marketing teams without targeting specific accounts or customers. --- ### How to Know Which Advertising Channels are the Best for Your Brand URL: https://www.taboola.com/marketing-hub/how-to-know-which-advertising-channels-are-the-best-for-your-brand/ Last Modified: 2025-07-09 06:44:53 You’re confident with what your business is offering, and you’ve nailed your brand identity. Now, you want to get your marketing message out there; what’s next? Before you can begin marketing, it’s crucial to decide which marketing channel or channels will best get your brand’s message across. With the massive growth in online media in recent years, there are even more options at your disposal. ## How to find the marketing channels with the best ROI for you In a nutshell, a marketing channel is a platform or method used to communicate your brand’s message to your target audience. The three basic principles of this are: - Identifying the customers’ needs and wants - Finding a marketing channel that suits the target market - Creating and sending the advertising message Most companies will be able to define a target market with a bit of research. Finding the right marketing channel can be more challenging. You have to consider several factors, including your budget, how often you want to advertise (frequency), and the size of your target audience (reach). There are different marketing channels with different capabilities. These include: - Social media marketing - Content discovery platforms - Email marketing - Mobile app stores - Content marketing - Word-of-mouth marketing - Television - Billboards - Print advertising Learn how to repurpose your social ads to native ads to enhance your marketing mix. ## Which channels will suit my brand’s message? In this article, we’ll explore some of the top marketing channels available today. To figure out which channel or channels will suit your company, take a closer look at the options. As you read through your options, ask yourself questions like: - Will this channel reach my target market? - Can I afford it? - Will it allow me to communicate my message effectively? - Will it fit with any other channels I am also using? Here are six marketing channels you could consider for your brand: ## (Source) ### #1. Social Media Marketing Social media has been dominating the marketing and advertising world for years. It offers valuable community-building opportunities and gives businesses incredible options to engage with their target audience. People not only use social media to actively search for brands they like and follow them, more and more are using these platforms to research products and services thoroughly before they make buying decisions. Whether you’re sharing more about how your company operates or only using it for advertising, you should leverage social media for all it’s worth. Here are a few of the most important things to consider if you choose this channel: #### It’s about engagement, not just sales If someone were only interested in buying something, they’d head to your website and make a purchase. If a potential customer is looking at your social media streams, it means they want to get to know you. It is the perfect opportunity to interact with them and build brand awareness, engagement, and trust! #### Be transparent and authentic You can be professional while still showing your audience the reality of your business. When people see you being open and honest in your business dealings, it builds trust, which is invaluable in any industry. #### Pick the right platforms Consistency is crucial in advertising on social media. If you sign up to every single platform, it may become challenging to keep up with posting consistently. Explore all the channels and decide which ones resonate with your brand. Some of the options are Facebook advertising and Instagram ads. This article will give you some insight into Instagram ads and a few alternatives. Your best bet is to spend some time on various platforms to see what best suits your message. Pick one or two and run with it; you can always scale later! ### #2. Content Discovery Platforms Using a discovery platform like Taboola will help you deliver the right content to the right person at the right time. Through Taboola’s exclusive partnerships with some of the world’s top publishers, Taboola serves 360 billion content recommendations to over one billion people across the open web each month. You have probably seen the Taboola Feed serving recommendations on websites like Bloomberg, NBC News, and MSN. Taboola works with a predictive engine powered by deep learning technology to match a user with content accurately. This means that whenever you launch a Taboola campaign, the algorithm analyzes your content and obtains data that will ultimately match your service offering to people who are most likely to engage and take action. Taboola’s platform is powered by Deep Learning technology that uses Taboola’s unique data about people’s interests and information consumption to help thousands of advertisers reach their audiences with compelling native ads in a brand-safe environment.  Although we do most of the heavy lifting for you, there are still tips to optimize your content for a content discovery platform: #### Use a relevant headline and image So many ad campaigns rely on misleading headlines to drive traffic. This is not always effective. When there is a strong correlation between the headline and image, and your content, you’re more likely to get conversions, instead of a higher bounce rate. The Google search engine algorithm does not favor landing pages from which people click away as soon as they land. In the long run, stronger engagement trumps pure traffic when it comes to SEO. #### Ensure your landing page delivers on the promise A landing page should have genuine value-added content that matches the promise of the ad. Promote your products or services with call-to-action buttons on the page, but don’t make that the focus if you’ve promised something else. ### #3. Email Marketing Email marketing is the best type of direct response marketing out there. When your target audience has opted in to hear from your business, they’re usually happier to open messages from you to learn about what you’re offering. This marketing channel can get tricky, so we’ve narrowed it down to a few essential best practices: #### Make your emails as personal as possible Use a combination of segmentation practices and triggered autoresponders. This will help you make your emails as relevant as possible to your target audience: relevance = a better conversion rate and improved long-term open rates. #### Shorter is sweeter Nobody wants to spend a lot of time reading promotional emails. Keep your emails short, easy to read, skimmable, and make sure you have at least one prominent call to action (CTA). #### Pay attention to your subject line First impressions last! The first thing your audience will see is your subject line. Your subject line has to make the reader want to click through to your email. Again, short is sweet, but make sure your subject line offers value or creates a sense of urgency (or both!) Your goal is to get the reader to open your email. ### (Source) ### #4. Your Website Even though you may not think of your website as a marketing channel, it may be one of the most valuable of them all. Your website is like a virtual store – it’s where people visit to learn more about what you offer. Again, first impressions last, so make sure your homepage represents your brand and what you offer. Here are some tips: #### Conduct a site audit Improve your website’s SEO performance using tools like SEMrush. It will help you to flag errors you can fix. #### Test your interface Your best bet is to do this manually. Ask your colleagues and friends to check out your interface and see if they can find information quickly and easily. Make detailed notes of any observations, and improve them. #### Use analytics Get comfortable with Google Analytics so you can see where drop-offs are happening in your on-site funnel. This is a great way to see where you can make improvements. ### #5. Content Marketing Content marketing is like a veggie garden. If you plant your carrots and tomatoes and look after them, they’ll keep growing and giving more and more back. Content marketing just keeps getting more valuable over time. The more evergreen posts you make, the more benefits you’ll reap over the years, especially if your posts provide valuable content your audience can keep referring back to. High-quality, valuable posts show market authority and go a long way in instilling trust while helping you reach your target audience at various funnel stages of the sales process. With SEO, you’ll hit as many keywords as possible, making this possible. The key to effective content marketing is quality; try these tips: #### Your content has to be valuable If your audience can take action from your content, it makes it valuable. Use visual examples and be clear with step-by-step instructions where needed, links to reference sites, and information that’s understandable. #### Be strategic Don’t just write whatever you feel like writing. Instead, do keyword research and analyze your target audience before you decide on content topics. Include CTAs to contact your brand, so your readers can get in touch. #### Shout it from the rooftops! It’s not enough to create excellent posts; you have to show off your work. Distribute your posts across as many marketing channels as possible. Share links on social media platforms, add sharing buttons, and do your best to get links back to your content through guest posting on other sites. You could also consider using a content discovery platform like Taboola to get your content to potential customers on websites they trust. ### #6. Word of Mouth Marketing Last but not least, word-of-mouth marketing has always been one of the most effective ways to get maximum conversions with minimal effort. If a salesperson tells you that the hiking boots they are selling are the best, you’ll likely not be sold on them. If your best friend tells you that they wouldn’t go hiking without these boots, you’ll be more inclined to buy the brand. There are two main methods of word-of-mouth marketing: referral programs and online reviews. Here are some ways you can use this: #### Run a referral or affiliate program Offer your target audience incentives like special offers or free products for every referral they send your way that converts. Make sure it’s a valuable incentive! Here’s a comprehensive guide to starting an affiliate program. #### Ask! One of the best ways to get word-of-mouth marketing is as simple as asking for it. Talk to your customers and ask if they’re happy with your product or service. If they are, ask for a review. Showing reviews is one of the quickest ways to prove trust to your target audience! ## What about the other marketing channels? Just because we only listed six effective channels doesn’t mean the others are not just as useful. Brands use all kinds of marketing channels that work for them, from mobile app stores and influencer marketing to billboards, TV commercials, and even cold calling. The trick is to choose what suits you and your brand (and your budget!) Once you’ve decided on the right mix of marketing channels, keep your message consistent, and make sure you measure the effectiveness of your efforts. That way, you can tweak your campaign to be more suitable for your target audience. Just like cultivating that garden, nurturing marketing channels takes time and care but will ultimately be rewarding. --- ### Conversion Storytelling: How to Use it Your Buyer Journey URL: https://www.taboola.com/marketing-hub/how-to-use-conversion-storytelling-at-every-stage-of-the-customer-journey/ Last Modified: 2025-07-15 09:58:48 Stories sell. “1000 songs in your pocket" helped Apple sell the iPod, and “1% For the Planet" allowed Patagonia to become an irreverent outdoor brand with a booming customer base. Selling your products while touting features and specs doesn't have the same impact as engaging audiences with a well-crafted narrative—the latter doesn't only sell your product. It helps your brand stand out from the crowd. Want proof? In 2010, Princeton University researchers set out to study the brain activity of speakers and listeners engaged in communication. They found that successful communication led to the speakers' and listeners' brains entering a state of coupling and mirrored activity. This means that successful communication, such as a good story, literally binds together our thinking processes. What's more, we can leverage this phenomenon in advertising strategies in something called conversion storytelling. ## What is conversion storytelling? Conversion storytelling involves creating persuasive “micro-stories" or narrative flows with the help of copy, images, and page structure to engage, delight, and finally convert customers. Marketers that use conversion storytelling in their campaigns are able to establish an emotional connection with their customers via a cohesive narrative tailored for its intended target audience. If you utilize such narratives, they'll resonate, educate, and inform throughout the customer journey, as you build deeper connections that help you fulfill your conversion goals. You just need to apply conversion storytelling at the right time using best practices. However, it is essential to apply storytelling in the right place, at the right time, in the right way. Today's post will explain how to apply the art of conversion storytelling throughout your campaigns to help engage and grow your audience. ## How to use a conversion story at every stage of the customer journey A good narrative has one key goal: to influence user motivation and behavior. A good micro-story will accomplish this by relaying tension (pain point), solution (offer), and resolution (a good ending). Here's how to conversion storytell across each stage of the customer journey—awareness, consideration, conversion, and retention. Before you start creating your narrative it's important to get a deep understanding of your target audience, unique value proposition (UVP), and buyer journey. After you've done the necessary homework, you can start using conversion storytelling to drive action based on where the user is in their customer journey. ## Create intrigue at the awareness stage As this is the start of the journey, initiate a story that tries to connect with your customers' interests and values. Try to reach them by talking about relatable experiences and common problems—weave a story that draws on your customers' propensity to empathize. As in Benji's ad and landing page, the company does this by creating a story around “affordable luxury." The brand first sets the tension by identifying the target audience's problem: Luxury bedding costs too much. Then it presents the affordable luxury solution. (Source) The About Us section of the landing page introduces the user the user to Benji as a brand that is breaking the bedding industry's “status quo" by telling users some inside-industry information, that the thread count is not as important as competitors want them to believe and part of the high cost is due to unnecessary middlemen. With the “affordable luxury" narrative, Benji eases users' minds by assuring them that they don't have to buy ridiculously expensive sheets just so they can sleep better using a down-to-earth language, such as “So.Damn.Soft." ## Educate and inform at the consideration stage You can delve more deeply into the brand's perspective and narrative at this stage of the user journey. Explain why you built your brand and what you're doing to help solve the user's problem or how you're helping them achieve their goal. Relay facts and practical information that help users understand why your offer stands out from the competition. RUX's “One System to Pack, Move and Use Your Gear" campaign does this by showing users impressive results of one of their campaigns. (Source) Rux also sends subscribers regular emails filled with social proof in the form of positive customer feedback. (Source) These mini customer testimonial stories showcase how RUX is helping them “make space for the good life by creating the most agile and sustainable systems for people to manage and move their gear" which is the brand's mission. The customer reviews and testimonials help RUX fill in the story that they've been telling—it presents their narrative from the user's point of view. Their blog features stories on camping and outdoor adventures that tie into their product features—allowing users to understand why they need RUX in their life. (Source) ## Influence a purchase at the conversion stage Here's where the rubber hits the road when customers decide whether they will convert. At this stage, it's essential to affirm how your brand helps solve users' primary issues and pain points. Like in the Rux example above, customer success stories work really well here as they help to build trust and credibility, providing the last nudge to convert. But, in addition to customer quotes and snippets, at this stage, it is important to supplement your narrative with hard facts and stats. Showcase the customer testimonial, yes, but do it via case studies that go into detail about why you're above the competition and the perfect choice for the user to solve their pain point. To achieve this you need to feature customer case studies that state these essential truths: - Your product or service does what you claim - It solves users concerns - It's better than competitive products and services on the market Postclick features case studies that fulfill all three criteria to help potential users visualize exactly how Post-Click Automation will help them increase landing-page conversions with relevant stats and authentic results. For instance, a case study of Postclick customer Evolve illustrates the platform's value with impressive statistics. Here's a compelling customer quote that helps push the narrative forward: ## Get engagement at the retention stage To ensure you don't lose the customers you have acquired, it is important to keep them engaged with community-driven stories. Invite customers to stay connected and be a part of your narrative—the story that intrigued them to become a part of your brand in the first place. At this stage, it is essential that your conversion storytelling inspires future user engagement and helps induce a sense of belonging in your users. Patagonia does this masterfully by segmenting their stories by audience preferences, taking into account the power of sharing stories with like-minded people. (Source) All their stories showcase the personal experiences of real people. They also include tips and recommendations about each category of outdoor sports. The narratives help customers feel emotionally connected to something bigger. They help them become members of a community of people who enjoy the same pleasures and go through the same struggles. Raw and authentic customer stories keep your audience engaged and excited about your business. They allow you to bring your brand to life, build meaningful relationships, and upsell and cross-sell new products that help you retain the customers you have already have. You can also apply conversion storytelling to create unique and relevant ad experiences using Taboola's user behavior data and flexible creative formats. Find out how to do that here. ## Utilize conversion storytelling to connect with your audience Conversion storytelling is half part marketing science and half part art. When done correctly, it helps brands engage audiences, foster connections, create a community, and establish social proof—all this enables you to grow your audience and generate more sales. --- ### A/B Headline Tests Boost Homepage Article CTR by 44% for German Sports Publisher URL: https://www.taboola.com/marketing-hub/a-b-headline-tests-boost-homepage-article-ctr-by-44-for-german-sports-publisher/ Last Modified: 2026-06-22 08:43:59 While many users discover new content through search or social, the homepage is a regular destination for loyal site visitors. So for editors, the homepage is an opportunity to showcase the best content and drive deeper engagement into the site. But it's not always that simple. Winning the attention of site visitors can be a challenge. That's why A/B testing tools are so powerful, enabling you to run tests to see which images or alternate headlines drive more engagement (CTR) for specific articles. At leading online publisher SPORT1.de, a new homepage A/B testing strategy has been rolled out across all editorial with remarkable results - increasing headline CTR by an average of 44%. Head of Newsroom Max Miguletz explains how it was done. ## Interview with Max Miguletz, Head of Newsroom at SPORT1.de What is SPORT1? SPORT1.de is one of Germany's leading online sports platforms, providing up-to-the-minute multimedia content and video livestreams. It is part of the SPORT1 premium umbrella brand, based in Munich. SPORT1 combines free- and pay-TV channels, digital, audio, social media, esports and print activities to form the leading 360° sports platform in the German-speaking region. What is your role at SPORT1? As Head of Newsroom, I'm responsible for managing the online editorial team, overseeing our digital news output, and maintaining high standards of coverage. I chair the daily editorial briefing where we identify the most relevant and hot topics for our audience, monitoring content performance across desktop, mobile and app using tools including Taboola Newsroom. Our editors and reporters are constantly looking to optimise content, running A/B headline tests and developing coverage to meet the needs of our audience. As an editorial team, how have you adapted to working from home? The COVID-19 pandemic has changed the way people work and collaborate, with our Newsroom being no exception. Like many other companies, we've established digital solutions for communicating, using video calls ("do you hear me?"), online chats (GIFs are essential!) and other planning tools. Has remote working made SPORT1 journalists more data savvy? As a digital team, we have been harvesting audience data long before remote working increased. But since the start of the pandemic, there has been a slight shift for some, with individual editors and reporters intensifying their use of audience data, especially real-time data, since everybody at home has to get up to speed individually rather than rely on a central team in the office. It is important that they (editors and reporters) monitor the performance of SPORT1 content, which has meant using tools like Taboola Newsroom even more than before. How long have you been using Taboola Newsroom and how does it fit into your editorial workflow? We've been using Taboola Newsroom for more than two years now and it has been a vital part of our daily routine from the start, providing us with real-time audience data, performance monitoring, topic insights and – quite essential – headline A/B testing. You've recently rolled out a new headline strategy at SPORT1 using Taboola Newsroom's A/B testing tool. Can you tell us about that? We consider A/B headline testing as a powerful tool for optimising our content for users, so we recently doubled down on putting it to good use. Every editor is now encouraged to use A/B testing, every author is instructed to develop alternative headlines for his or her articles and forward ideas for developing headlines to the editorial team. For the main topics, we collate alternative headlines in our central planning tools for everyone to see and use when needed. More specifically, we have increased the use of A/B testing even at off-peak hours, always looking for the best headlines – or at least identifying better options – not afraid of re-doing tests later, sometimes with the same variants, often with newly developed ideas. For example, the late shift runs A/B tests for new content even at night-time, which might not have the biggest impact right away, but does provide instant options for optimising content for the early shift - it gives them a head start and they can push on from there. This also includes A/B testing different images, not just headlines, and for videos or galleries, too, not just articles. Should we show Messi holding a cup or Messi in tears etc… How did you get the team on board with your new strategy? Most editors, authors and reporters are keen on tweaking content, to begin with, so there has always been a passion for optimising headlines. What we have done via meetings, memos and setting examples is raising awareness for a more regular usage of A/B testing, deliberately making room (and time) for that as well as showing the impact of data-based optimisation. Headlines are even more debated in meetings and chats now. How have you communicated those results across the editorial team? A/B test results are regularly shared and talked about by the daily team or presented in meetings, if relevant, for current workflows. What we've implemented on top of that is a "best of headline A/B testing" initiative. We gather data from Taboola Newsroom, as well as corresponding examples, and analyse and summarise the findings to closely monitor our usage and its impact, making sure we don't overdo a headline and we stay true to the message of the article. This creates key learnings for the team. Very occasionally the winning headline of the test is not used: CTR is not the only consideration. Traffic is important, but it's vital we choose a headline that is fitting and not clickbait. What results have you seen? Can you give specific examples? By analysing the data from Newsroom in Q2 we found a quite remarkable CTR increase. From A/B headline tests that produced a 'winning' headline we increased CTR by an average of more than 44%, while several tests increased CTR by more than 200%… and at the top level by even more than 300%! One example might demonstrate the impact of this and serve as affirmation of our approach to not being satisfied with one successful test: During the UEFA EURO 2020 football tournament in June, we ran an article on the roles of key players Kai Havertz and Leroy Sané from the German national football team. While the original headline ("Why Havertz currently is more valuable than Sané") did okay, a first test, where we played around with the wording ("How Havertz outshines Sané"), resulted in a CTR increase of 37%. But it was a second test, where we focused on a certain aspect of the story ("Havertz shines – Sané's celebration poses questions"), that resulted in a CTR increase compared to original headline of 196%. To find out more and see a live demo of Newsroom, please contact EMEA Newsroom Engagement Manager Nigel Vincent at nigel.v@taboola.com. --- ### Halloween Trends to Follow for Scary Good Campaigns URL: https://www.taboola.com/marketing-hub/halloween-trends-to-follow-for-scary-good-campaigns/ Last Modified: 2025-03-03 10:40:06 Halloween looks like it will overflow with treats for retailers ready to take advantage of the holiday. This year, masks will certainly take on a whole new meaning but let's see what else is in store for the haunting month ahead. Below you'll find snack-sized details about what the market holds for e-Commerce brands, which news trends you can leverage to connect with audiences, plus creative and targeting best practices. ## Consumers Are Ready to Eat, Drink and Be Scary It's only September, but US retailers are already looking forward to boo-ming sales. Last year with the pandemic in full swing, the National Retail Federation reported that 58% of people still planned to celebrate, with total spending reaching $8.05 billion, a slight decrease from 2019's $8.8 billion. Now, with more people vaccinated and fewer limits on gatherings, Halloween is primed for a rebound this year. Research from the National Confectioners Association found that 82% of people plan to celebrate Halloween 2021. A survey from The Hershey Company revealed 22% of consumers are planning to make up for the lack of last year's festivities in a big way, and 54% plan to buy more candy for parties and trick or treaters. Etsy's data shows tremendous year-over-year increases in Halloween-related searches for outdoor décor (59%), earrings (73%), and DIY (1368%). ## News Trends: Creepin' It Real Just like kids sort through their Halloween candy haul, we sifted through all US publisher network data (pulled on September 7, 2021) to find the trends that will matter this year. Use these takeaways to bring relevance to your ad campaigns. Hallo-scream Pageviews for 'Halloween' topped out at 1,383,520 in the last 90 days, up 134% compared to the previous 45 days. Eerie-sistible Costumes With people planning to pull out all the stops this year with their outfits, pageviews for the word 'costume' increased 83%. Goblin Up Candy Searches for the phrase 'candy bar' are practically otherworldly, with a 2104% increase in the last 45 days and a mind-bending 2429% increase from last year. Oh my gourd-ness While readership for 'pumpkin' is down 29% over the last 45 days, this year's 1,107,240 pageviews still show a chilling 99% boost when compared to the previous year. House of Horrors Interestingly, 'haunted house' searches have dropped 42% versus the last 45 days and shown a devilish downturn with a 26% decrease compared to last year. ## Publisher News: Giving 'Em Pumpkin to Talk About Now that you know what consumers are searching for, take some content inspiration for your ad campaigns from top publishers. POPSUGAR knows consumers are digging up deals for home décor to create their own haunted houses. Marie Claire is full of content fashion, beauty, and costume ideas for the ghostly season. Tasty shows the spooky ability to turn candy, pumpkins, and other everyday foods into fun holiday dishes. ## Make Campaigns Fang-tastic: Creative Best Practices No matter which kind of Halloween products you sell, you can cast a spell on consumers and drive sales by ensuring you use the perfect combination of creative elements. Let's take a look at Taboola's Trends (US-based, pulled on September 13) that can brew up success. Looking Fa-boo-lous: Costume Image Trends If you're selling Halloween costumes, feature indoor images with women and skip the animals and text. Bone appetite: Food Image Trends For food-related campaigns, use close-up photos of men indoors. Watch 'Em Scream: Video Trends Video campaigns should have winter scenes in color but without food or text. Wickedly Awesome Campaign Titles Take the guesswork out of titles by using Taboola's Title Analyzer to see which titles and keywords will deliver the most treats (aka clicks). ## Squash Your Goals: Targeting Best Practices Advertising is all about getting your ads in front of the right people when they are ready to discover your brand or purchase your products. Here are some scary good tips to help you succeed. SmartBid is like a magic wand. The semi-automatic bidding strategy relies on historical data, increasing bids on impressions most likely to convert while decreasing bids on those least likely. If your main KPI is pageviews, consider targeting tablets over mobile and desktop, but if your goal is conversions, target mobile devices. Boo-st your campaigns even further by using Taboola's High Impact solution. It gives you access to the best ad placements (homepage, mid-article, and the top of Taboola Feed) and innovative formats, including videos, rich media, carousels and stories. You'll also get access to readership data and ensure your ads are shown in the most brand-safe environments. ## Witcha Waiting For? There's no time to waste as Halloween will creep up before you know it. As our data shows, consumers have been hunting for holiday products for months now. People are dying to partake in the festivities, and if you follow our advice and launch your campaigns now, you can still capitalize on the bewitching season. --- ### Real-time Audience Insights Challenge Editorial ‘Gut Feeling’ for Specialist Publisher URL: https://www.taboola.com/marketing-hub/real-time-audience-insights-challenge-editorial/ Last Modified: 2026-06-22 08:29:13 Audience analytics are essential to any modern digital publication. Journalists rely on data to do their job properly. But with so many analytics tools and platforms out there, it is easy to become overwhelmed by data, leading to inconsistencies, confusion, and the potential for chasing the wrong metrics. When Felix Disselhoff joined the digital team at German-based specialist publisher Computer Bild two years ago, every team had their own data set with no central standard for measuring success. “There were so many dashboards, spreadsheets… It was a huge problem,” Disselhoff told Taboola. The immediate challenge was to find a new data set that would solve the problem. Disselhoff, who is both Deputy Editor-in-Chief and Content Director of Computer Bild, explained: “We needed a standard set of data in a tool that was easy to use and made to fit into the overall working day of editors; something that gave fast, reliable feedback on whether our content was working or not – do we need to drill deeper into a topic, for example? Showing us where our traffic was coming from, what are the trends…” Computer Bild, owned by Axel Springer, is Germany’s largest portal for technology news, reviews, tests, buying recommendations, and downloads. In addition, the fortnightly print magazine, published in nine countries, is one of Europe’s best-selling computer titles. As a Taboola publisher partner, Computer Bild is able to benefit from using Newsroom, Taboola’s audience analytics platform for publishers. Newsroom has been designed from the ground up, working with some the largest digital publishers in the world, and is aimed specifically at journalists and editors. Real-time and historical article data is presented on a single platform view, engineered to fit directly into editorial workflows. Once Newsroom was introduced, it quickly became the go-to tool for Computer Bild editors, even instilling a sense of competition amongst journalists eager to find out if their stories were outperforming their colleagues’, and challenging the traditional ‘gut instinct’ approach to publishing. “Sometimes you get a gut feeling that a particular topic could be good for us, but it can be misleading. Newsroom Insights informs you quickly whether you are right or wrong and determines how a topic is selected and produced.” Newsroom Insights also influence what goes into the Computer Bild print magazine. For example, a Computer Bild editor monitoring Newsroom’s real-time insights noticed that a short online story about the loss of a popular mobile banking function following a company merger was attracting a huge amount of traffic for the site. The function was of significant interest to online readers. The decision was quickly made to enhance the online story by creating a more in-depth feature and producing a video to build engagement. The story was then re-worked for publication in the magazine. “Normally we wouldn’t consider covering a Fintech topic for the magazine, but we couldn’t ignore the data,” said Disselhoff. Covid was a step-change too, with both site users and Computer Bild’s 70 editors and journalists being forced to work from home. Audience traffic peaks flattened as commuting stopped and new readership trends began to emerge. The reliance on accurate, real-time data had never been more important and became an essential part of the daily workflow. “Our editors became more data savvy as a result of Covid,” said Disselhoff. “They became very engaged with the data and saw immediately what the topic trends were, which content formats were working better than others, how traffic patterns were changing on a daily, weekly and monthly basis…” “We made it interesting, showing them practical use cases and this in turn created discussion and competition around the data, with different teams sharing successes between each other.” Powered by Taboola’s predictive engine and massive data set of over 500 million daily active users, Taboola Newsroom helps writers, editors and special-interest teams make informed decisions to increase readership. In addition to real-time traffic, Newsroom measures audience engagement at the article level using six different metrics, including bounce rate, average time on page, video watch rate and subscription conversions. Editors can monitor article performance in real-time for every position on their homepage and run A/B tests on headlines and images to improve click-through rate. Our unique Topic Insights readership data also shows editorial teams what content themes are trending across the open web, both in real-time and over the last 90 days. For more information and to see a live demo of Newsroom, please contact Nigel Vincent at nigel.v@taboola.com. --- ### Brand Suitability: Ensuring Your Ads Align with Safe and Relevant Content URL: https://www.taboola.com/marketing-hub/the-shift-from-brand-safety-to-brand-suitability/ Last Modified: 2025-10-26 17:37:08 The days of digital advertising being about getting your ads in front of as many eyeballs as possible are long gone: Savvy marketers know that context matters to their ideal clients just as much as reach. That’s where brand suitability enters the picture. For context: Remember when real-time bidding (RTB) became the shiny new toy everyone clamored to play with? Unfortunately, the focus of RTB was on who was seeing the ads, ignoring where those ads were showing up. Unfortunately, this didn’t end well for many brands, who found out the hard way that their ads were appearing in questionable places online. Some of these were mildly embarrassing hiccups, but others were five-alarm PR nightmares. In short, brands overcorrected on safety measures when they should’ve taken a more precise, balanced approach to brand suitability. ## What Is Brand Suitability and Why Is It Important? Think of brand suitability as your brand’s personal advertising matchmaker in the digital world. It ensures your ads appear alongside content that not only aligns with your brand values, but also enhances your message. A luxury watchmaker, e.g., probably doesn’t want their ads appearing next to articles about counterfeit imitations. That’s not just because it’s unsafe but, more to the point, it’s unsuitable for their premium positioning in front of potential discerning luxury clients. ## Brand Safety vs. Brand Suitability These terms get used interchangeably, but they actually mean different things. Brand safety is your security guardrail: It protects your brand from appearing alongside overtly harmful content like hate speech or violence, per the Brand Safety Institute. A prime example of a breach in brand safety came on X (formerly Twitter) in 2023, when ads mistakenly ran alongside child sexual abuse content. As a result, major advertisers slashed their ad spend on X because they deemed it too risky, tanking its ad revenue by almost half (46.4%) between 2022 and 2023 — from $4.5 billion to $2.2 billion. It’s not uncommon to find unsafe ad placement, either: A 2023 GumGum study found 20% of all ad breaks during children’s programming on video streaming apps showed at least one inappropriate ad, including ads for gambling, unhealthy food, alcohol, and pharmaceuticals. On the flip side, brand suitability is more like your brand’s best fit. It enables you to find the perfect environments that match your brand’s tone, values and marketing goals, ensuring potential customers have a clearer idea of your brand’s identity. ## The Importance of Brand Suitability in Today’s Media Landscape With social media ingrained into consumers’ lives, brands should expect their audience to hold them accountable for where their ads appear. A single screen grab of your ad next to questionable or harmful content can make your company go viral like wildfire — and not in a good way. While you can’t always avoid disasters, focus on finding your brand’s sweet spot in the digital ecosystem so it has the best chance of resonating with your ideal clients. This in turn helps you meet (or even exceed) marketing objectives at a time when both perception and metrics matter. ## Guidelines for Assessing Brand Suitability To assess brand suitability, dial into the ideal content environments for your brand’s message. The American Association of Advertising Agencies (AAAA) provides a comprehensive framework for measuring and assessing brand suitability, but here are some key considerations as you evaluate the right homes for your ads: - Content themes and tone: Does the content align with your brand values? - Audience engagement: Are you reaching your target audience in contexts where they’re receptive to your message? - Cultural sensitivity: How do different audiences interpret or perceive the content placement? - Platform credibility: Does the advertising platform align with your brand’s standards, or does it fall short? Could this impact your brand as collateral damage? ## How to Balance ROAS With Brand Safety and Suitability When marketers talk about maximizing return on ad spend (ROAS), there’s a bit of contradiction at play. Implementing strict brand suitability and safety controls might reduce your potential reach and lead to higher costs but, on the other hand, these higher standards could lead to more long-term brand value and campaign effectiveness. Think of it this way: Would you rather have your ad seen by a million random viewers or by 100,000 viewers who are ready to engage (and even transact) with your brand? Rather than simply avoiding unsuitable content, modern contextual targeting helps identify high-performing environments where your ads will land better with your target audience. For example, a B2B software company might find that their ads perform better alongside industry analysis pieces in a trade publication rather than general tech news, even though both are considered “brand safe.” Going viral is a great vanity metric, but unless all those impressions and views result in organic engagement or leads that convert to transactions with your brand, all those extra eyeballs don’t necessarily equate to success or positive ROAS. ## 5 Ways to Track Brand Suitability Effective brand suitability tracking starts with a clear strategy tailored to your brand’s specific values and risk tolerance, while maximizing reach and performance. Here’s a step-by-step guide on how to track brand suitability: ### 1. Establish Custom Suitability Parameters Start by defining what suitability means for your brand. This involves: - Creating tiered risk categories specific to your brand. - Differentiating between content types that must be avoided versus contextual evaluation. - Developing product-specific guidelines for various brand offerings. - Aligning suitability settings with campaign objectives and target audience sensitivities. ### 2. Implement Multifaceted Measurement Effective tracking boils down to monitoring multiple factors at the same time. The World Federation of Advertisers recommends tracking these key metrics: - Content categorization data: Track what percentage of impressions appear alongside different content categories. - Contextual sentiment analysis: Measure the emotional tone of surrounding content. - Brand lift studies: Assess how different content environments impact audience brand perception. - Performance metrics by context: Compare conversion rates and engagement across different content types. ### 3. Deploy Technology Solutions With the help of specialized tools to scale suitability tracking across channels, you can streamline measurement efforts. Some of these brand suitability tech solutions include: - Contextual intelligence platforms that analyze page content in real time. - Unified dashboard systems that aggregate suitability metrics across channels. - Pre-bid filtering tools that evaluate placement suitability before bidding. - Custom API integration with major platforms for streamlined reporting. ### 4. Create Continuous Feedback Loops Brand suitability isn’t static, so tracking systems have to be dynamic and flexible, too. Consider updating suitability parameters at least quarterly based on performance data. Feedback loops might include: - Regular performance reviews comparing suitable versus unsuitable placements. - A/B testing of different suitability settings to find the right balance. - Cross-functional review meetings with brand, performance, and legal/compliance teams. - Automated alerts for unexpected content syncs or performance changes. ### 5. Benchmark Results Against Industry Standards Compare your suitability performance against relevant benchmarks. For instance, the Media Rating Council now provides industry standards and guidelines for content-level brand suitability measurement. To accurately gauge how your brand’s content suitability stacks up against industry standards, you’ll need to track: - Suitability violation rates compared to industry averages. - Performance impact in comparison to competitors. - Reporting consistency across different measurement partners and platforms. - Improvement on your own historical baseline metrics. ## AI and Brand Suitability Technology Artificial intelligence (AI) is quickly changing how we analyze and measure brand suitability. It’s also changing the way advertisers ensure their content appears in the right contexts. According to Mediaocean’s H1 2025 Advertising Outlook Report, 63% of marketers say generative AI technology is the top consumer tech and media trend in their line of work. AI-powered brand suitability tech moves beyond simple keyword blocking to track sentiment, imagery, context, and even cultural nuance at scale. These tools also offer sophisticated content classification that addresses the limitations of traditional safety measures. Still, they’re not without risk: As with anything to do with AI, it’s vital to maintain a level of human oversight to ensure you’re getting the results you need. ## Key Takeaways Brand suitability goes beyond basic brand safety measures to ensure your ads appear in environments and contexts that amplify your brand message. The right placement strategy balances reach with relevance. Modern analytics tools and AI make it easier than ever to maintain brand suitability at scale. Investment in brand suitability pays off with heightened engagement and positive brand perception. ## Frequently Asked Questions (FAQs) ### What is the “dirty dozen” in advertising? The “dirty dozen” traditionally referred to the 12 categories of content that most brands consider unsafe for advertising, but that’s since been expanded to 13 categories, according to the AAAA. This includes war, obscenity, drugs, tobacco, adult content, arms, crime, death/injury, online piracy, hate speech, terrorism, spam, and fake news. ### How does brand safety work? Brand safety works through a combination of technology monitoring tools and human oversight. AI platforms can scan content for inappropriate themes, while verification partners monitor placements and provide regular reports. The key to success is creating a customized framework that reflects your brand’s unique requirements and risk tolerance. --- ### Call To Action Examples: 8 Clever Strategies to Test URL: https://www.taboola.com/marketing-hub/call-to-action-examples/ Last Modified: 2025-06-16 08:05:05 Calls to action (CTAs) are often the most underutilized and underrated way to increase engagement on your web page or advertisement. Savvy marketers know CTAs are one of the key elements of a campaign, as their purpose is to drive conversions and ensure sales. Yet many publishers and advertisers use cookie-cutter copy and mediocre buttons. Luckily, you can efficiently remedy the oversight. With just a couple of tweaks, your calls to action can start working for you rather than against you. Let's examine eight ways to craft CTAs that are both natural and sales-oriented. ## 8 Tips for CTA's Meant to Convert Your Users ### 1. Focus on the Benefits For starters, you should focus your CTAs around the benefits of the product, service, feature, or experience they are promoting. There will be some CTAs that follow traditional verbiage, such as “add to cart," “buy now," and “sign up," but your homepage and landing page CTAs need to read more benefit-oriented than what's standard. One of the basic mantras of marketing is the importance of user-centric copywriting. While you may want to show off your product and its features, telling the entire story from conception to production, your users most likely won't seek out that information. Your consumer wants to know what your product or service is and how it will help them. This is why CTAs need to emulate the same principle. They need to show a hesitant lead that clicking and converting will benefit them. Here's an example from Finli, which has a very neat CTA at the top of the page. “Running your business just got easier" speaks directly to every single business owner on the globe. They do, however, reduce that effect a bit with the “Request a demo" CTA, as the need for a demo slightly undermines the “just got easier" part. Good effort, though. (Source) ### 2. Bonus Points for NOW Benefits If your CTA highlights the benefits you can deliver now as opposed to some vague future benefits the customer will experience, you are on the right track to conversion. Understandably, you may not be able to promise instant benefits. For example, you may be selling a protein shake, in which case promising instant results would be the wrong thing to do. The trick with the “now" kind of CTA is to keep it 100% honest. If you can offer a 50% discount right this minute, highlight that fact. But don't make any promises you can't keep. Instead of invoking a sense of urgency, opt for another CTA tactic. These kinds of calls to action work well for limited-time offers, where you are able to play off of visitor FOMO (fear of missing out). You can capitalize on FOMO using words like “limited availability," “while stocks last," “one-off," and so on. Here's an example similar to the one above, this time from Mozart Data. They've drawn attention to their free trial but also provide the option of a free demo. Given that their solution is data-focused, this choice of benefits now or benefits later is a good one. After all, some of their users might want to tinker with it, while others might desire a guided tour. (Source) ### 3. Evoke Curiosity Curiosity killed the cat, or so the saying goes. However, sprinkling a bit of curiosity throughout your marketing and adding it to your CTAs can be quite a clever tactic. Especially if your product is not an obvious one, and a customer is quite prepared to believe you can help them learn something new. For starters, leads like to be enticed. They like to feel they're getting an exciting and entertaining user experience. Anything that can make you stand out will serve the more general purpose of sticking in your visitors' minds. So, a bit of a novel spin on the classic CTA can go quite a long way. This kind of CTA works well on SaaS websites, especially if you offer an instantly accessible free demo or show users some insight they are not otherwise privy to. Case in point, here's Crazy Egg with their “Show me my heatmap" CTA. (Source) It's simple, free, and it only takes a second, yet it plays on the visitor's interest. What could their heatmap look like? True, the CTA then takes you to sign up for a 30-day free trial, but the effect has been achieved. Most likely, a large percentage of visitors will sign up just to satisfy their curiosity. On the other hand, there might be some resentment involved as well at this blatant lead-capturing tactic. ### 4. Acknowledge the Pain Point and Provide a Solution This CTA composing strategy is somewhat similar to our focus on the benefits advice. You want to remind the lead what it is they're trying to do. Remind them of the problem that has led them to you in the first place, and then provide a punchline that will ensure a conversion. Think about the main issues your target audience faces and the key solutions your product or service provides. Consider the following questions: - What is the most annoying, irritating, or complex part of the problem? - How are you helping mitigate it? - What are your customers likely to respond to best? - How can you differentiate yourself from your competitors? You'll need clever copywriting here, as you want to distill your message down to the bare necessities and focus on one point at a time. You can create individual landing pages for different pain points. Additionally, you can change your main page copy and CTA from time to time and A/B test until you pinpoint the best version. C.L. Sheldon & Co. has done a magnificent job with this tactic. The four bits of CTA they have on the homepage are honest, playful, and quite clear on what you can expect when you click on each of them. They're also tailored well to the needs of their clients and instantly establish a more relaxed rapport. (Source) ### 5. Provide Social Proof Social proof is often mentioned as a conversion-boosting tactic. It helps establish trust with you as a brand that is unknown to your new leads and visitors, and it shows that you have already managed to satisfy a certain number of customers. Social proof comes in all kinds of shapes and sizes, but testimonials and reviews are its most popular (and effective) guise. By featuring them on your main pages (and your product pages, too), you can overcome some of that initial hesitation everyone has when looking at something new. You can, in fact, prove your worth. How can you incorporate social proof in your CTAs? Here's an example from Real Thread, which features two social proof elements. First, they have the Read customer stories CTA, and then below there's Read 4355 more reviews. Do also note that the number in the CTA changes along with the number of reviews. (Source) This is a great way to direct traffic to your success stories. Plus, you'll showcase your value and expertise without having to brag about it yourself. ### 6. Overcome Potential Objections with Microcopy When anyone first lands on the page of a company they've never worked with before, and most likely a company they've never heard about before, most visitors instantly develop questions and objections. After all, you couldn't possibly design a page and write copy that caters to everyone. But what you can do is try to foresee the most common objections a lead is likely to have. Then, try and preempt them with your CTAs. You can collect your information from different sources: - Your customer service teams - The questions you get most commonly asked - Researching the habits and gathering user data about your target audience Another important point to think about: you may be asking your users for information they may feel reluctant to provide. By explaining why you need it, you can effectively overcome any hesitation. For example, if you ask your leads for their birth date when they sign up for your newsletter, you can use microcopy to explain you need this data to send them a birthday discount. A great example of CTA microcopy comes from Grammarly. Their Add to Chrome (it's free) blurb works like a charm. Plus, it takes into account an objection the less tech-savvy among their users may have. (Source) ### 7. Draw Attention to the Main Offer There's one essential point to keep in mind about CTAs: there will likely be more than one on any given page. In fact, there should be more than one. If you are placing all of your eggs in one basket, so to speak, you need to find yourself another basket as soon as possible. Most of your pages should have a newsletter signup CTA (or any other CTA that will serve to capture leads), as well as a sales CTA. You can also offer other options, such as: - Read a blog post - Watch a video - Check out another product - See what our customers are saying - Here is a guide on how to use this product - These are our most frequently asked questions about the product Your main offer has to stand out more than the rest. Every page should have one main conversion goal and several other, smaller ones. The main goal's CTA needs to stand out the most and be the easiest to spot. You can achieve this by cleverly contrasting the background color with the color of the CTA button or banner. Just make sure that you don't make the contract too harsh. You can also use white space to emphasize the importance of a certain button or bubble. Negative space is your best ally here. Its sheer emptiness will instantly draw the eye to the colorful elements on the page. Don't forget that there is also no rule against using the same CTA several times. Likewise, you can even ask for the same action to be taken several different ways. For instance, Aura has done a great job highlighting their main CTA. The green stands out against the darker background, but it's still in line with the other green elements of the page. They also have a nifty little microcopy CTA at the bottom of the page, if you're curious to see another example. (Source) ### 8. Keep It Simple Finally, our last tip is a simple one: keep your CTAs simple. You don't need to reinvent the wheel. And you certainly don't need to outshine all the other CTAs that other brands in your industry have already used. All you have to do is speak the language of your audience and stick to your own voice and point of view as a brand. Sometimes the simplest wording is all that's necessary. Other times, you may want to let your creativity shine and incorporate some humor. As long as the message is clear and the action you want the visitor to take is obvious, you'll be just fine. Here's a very simple example from Contently. Contently has used a concise, light-worded CTA “SEE IT IN ACTION >>". This can be more effective than the basic “start free trial" that many companies use.. With just a couple of tweaks, your calls to action can start working for you rather than against you. (Source) ## Final Thoughts Crafting CTAs that convert may now seem more complicated and complex than it actually needs to be. We've outlined quite a few tactics and approaches, but the main principle remains the same. All you need to do is align your brand's voice with the needs of your customers and ensure that what they see is what they get. Don't write misleading CTAs that ask for more than a customer is ready to give, and you'll find success. Start implementing CTAs today! --- ### Back-to-School Marketing Trends 2021 URL: https://www.taboola.com/marketing-hub/back-to-school/ Last Modified: 2025-07-03 06:47:53 As students prepare to head back into the classroom this year, back-to-school marketers have a major opportunity to reach these excited shoppers with engaging campaigns that drive record sales. According to the National Retail Federation (NRF), 64% of back-to-school buyers expect to return to in-person learning this year, and 70% plan to start making purchases at least three weeks before school starts. It's no wonder 77% of retailers expect to increase their marketing investments in back-to-school campaigns in 2021, as Ceros found. To stand out amongst the competition, advertisers have to launch top-notch campaigns targeting the right audiences with enticing offers that inspire them to buy. Let's dive in further. ## Understand Your Market Opportunity Families expect to shell out an average of $849 each on school resources this year for a total of $37 billion — a record-high among NRF's surveys. Specifically, the top back-to-school shopping categories for K-12 students include electronics, clothing, and shoes. Meanwhile college shoppers expect to spend on electronics, furniture for dorms, and clothing. After all, you have to look and feel your best for your big return to the classroom! No more hiding behind a Zoom screen. These shopping categories also took center stage on Amazon Prime Day, which 84% of retailers say is the most important event for driving online back-to-school sales. According to our data, technology, fashion, and furniture content saw the biggest jumps in traffic around Amazon Prime Day 2021, with page views for Amazon sales content in general spiking over 340%. Explore more of Amazon Prime Day insights on holiday campaigns. ## Research Key News Trends To see which news categories are driving the most traffic among back-to-school shoppers, we pulled U.S. publisher data from May to July 2021. These categories also line up with NRF's top shopping verticals, driving home the point that back-to-school families are largely investing in technology and fashion for the new school year. ## Find the Right Publishing Partners Advertisers can tap into this increased traffic by partnering with publishers who produce high-quality content in trending news categories. By advertising on the Taboola network, retailers can launch ads across thousands of premium media outlets like the ones above, reaching built-in audiences of engaged readers with their back-to-school messaging. ## Build Data-Driven Creative Strategies Not totally sure what back-to-school shoppers want to see in their ads? Just look at the data. We checked out Taboola Trends to see which types of education-related images and videos drive the most engagement among U.S. audiences during July 2021: ## Optimize Headlines for Peak Engagement The right headline can make or break a native ad on the open web. Especially in a saturated back-to-school market, you want to be sure your copy will catch each reader's eye and motivate them to click. That's where the Taboola Title Analyzer comes in, providing real-time data about which of your title options will likely drive the highest CTR. ## Target the Right Audience Once you've nailed down the best creative practices, you'll want to distribute your ads to the most relevant and interested audiences. - Launch ads across desktop and tablet devices. Consumers of education-related content were more active on desktops and tablets — perhaps at work, school, and home — than on mobile devices. So reach these readers for increased leads, page views, and conversions. - Automate campaigns with Smart Bid. Taboola's Smart Bid automatically optimizes your bids to increase conversions. So you can beat out the competition but never spend more than you need to. - Make high-impact placements to drive awareness. Use an experienced partner like Taboola to place your ads where they're most likely to be seen — among high-quality, brand-safe content that shoppers are already consuming. ## Pull Inspiration from Successful Case Studies These organizations have already reaped the benefits of launching education-related native ads across top publisher sites. ### Georgetown University Georgetown University needed to increase applications to its continuing education program. So the institution tapped Taboola to promote program-related content across its network. As a result, Georgetown University saw a 740% increase in conversion rate and an 84% decrease in cost per acquisition. ### Blinkist Blinkist, an app that distills books and podcasts into easy-to-digest content, wanted to scale its campaigns beyond just social media platforms. The company worked with Taboola to launch native ads of educational articles across the open web. Taboola was even able to track app downloads directly from these campaigns, fueling further optimization. The result? Over 60,000 new sign-ups. Learn more about how Blinkist finds fast growth with Taboola: ## Ace Your Back-to-School Campaigns Now's the time for retailers to hit the books and plan their back-to-school campaigns. Especially since shoppers are eager to make the right purchases for their new, in-person classes, advertisers have a huge opportunity to engage interested buyers and drive sales. Just remember to use data-backed best practices and work with platforms and publishers you can trust, so you'll be best prepared to make the grade this season. --- ### Taboola Boosts OTTY's ROAS by 50% and Earns 2021 Performance Marketing Award Nomination URL: https://www.taboola.com/marketing-hub/taboola-drives-50-roas-increase/ Last Modified: 2025-01-14 14:35:58 We at Taboola have an exciting announcement: We've been shortlisted for "Best Brand Engagement Campaign" at the 2021 Performance Marketing Awards for our work with box mattress company OTTY. The Taboola campaign, analyzed by digital marketing agency QueryClick, dramatically increased OTTY's return on ad spend (ROAS) — more than 50% when compared to last-click attribution. Andrew Jacobs, Digital Marketing Manager at OTTY, said: "We have seen excellent results throughout our partnership with Taboola, and it's great to see these repeated in our latest campaign through QueryClick… In the current environment, it's vital we invest in strategies that drive tangible results, and the latest analytics from QueryClick has proven Taboola is the ideal partner to achieve this." Let's dive deeper into the partnership, the campaign, and the results. ## The Partnership: OTTY, QueryClick, and Taboola This campaign is part of a long-standing partnership between OTTY and Taboola to drive increased sales of OTTY's box mattresses, with a focus on cost-per-action (CPA) targets across varying audiences and campaigns. This partnership has consistently proven valuable — previous campaigns have generated ten times more conversions on retargeting spend, as well as a 138% boost in ad spend month-on-month. In 2020, OTTY engaged digital marketing agency QueryClick to determine ROAS across OTTY's main marketing channels. QueryClick used its Corvidae SAAS platform, which harnesses sophisticated deep learning systems to analyze data and calculate return on investment (ROI). ## The Campaign: Standard and Video Sponsored Content OTTY's campaign with Taboola included both standard sponsored content campaigns and video sponsored content campaigns, a new format that lets advertisers use GIF files in sponsored content campaigns. These campaigns involved: - Using data to retarget interested users - Using the Taboola Pixel to track converted leads - Testing to ensure campaign results   During testing, Taboola ran campaigns for different audience segments. Branded video campaigns were also tested on a smaller scale to get a glimpse into their results and impact. OTTY's campaigns with Taboola engaged customers through creative and innovative language around something that everyone could relate to: ongoing lockdown measures in response to the COVID-19 pandemic. The campaign messaging piqued the interest of UK residents who may have had trouble sleeping due to the lockdowns, and who were interested in investing in a new premium mattress to help remedy their sleepless nights. OTTY also engaged with Taboola's video sponsored content product to draw attention to their hybrid mattress product line, and used a call-to-action (CTA) button to drive customer buy actions. ## The Results: 50% Increase in ROAS According to QueryClick's analysis, Taboola's impact was much greater than expected on OTTY's ROAS as a mid-funnel channel. In fact, the data shows that Taboola is acting as an influencer, which has, in turn, resulted in more conversions. Corvidae's attributed ROAS figures show that Taboola is driving 50% more revenue than looking at last-click attribution alone. For example, one prospecting mobile campaign drove three times ROAS for OTTY compared to previous campaigns. Chris Liversidge, CEO and Founder of QueryClick, said: "Our attributed analysis of the native campaign by OTTY has uncovered impressive figures from Taboola's solutions, highlighting the significant value the company brings to brands in these tough times. Our Corvidae tool has allowed OTTY to identify the most impactful spend, which is essential at a time when tight budgets are the norm for businesses everywhere." We at Taboola are honored to have been shortlisted alongside OTTY and QueryClick, and are looking forward to continuing our fruitful partnership in the future. --- ### Content Recommendation: What is it and how does it work? URL: https://www.taboola.com/marketing-hub/what-is-content-recommendation/ Last Modified: 2026-06-22 08:41:34 "Content recommendation" is a term you hear pretty regularly when discussing online content marketing and promotion. Done right, recommended content can help you increase website traffic, get more leads, and boost sales, all of which are great reasons to integrate them into your promotion strategy. In this guide, I'll examine the ins and outs of content recommendations, including methods for recommendation placements, why content recommendation is a valuable tactic, and content recommendation platforms. We'll also share examples of content recommendations so you can see how they can help grow your website or business. ## What is Content Recommendation? At its simplest, content recommendation is a system for suggesting content to visitors who view your engaging website based on what they are already interested in. It's kind of like Netflix, but for web content. It is a form of native advertising in that content recommendations integrate seamlessly with a site's other content. You'll often see content recommendations in the form of a related content widget (with the title "recommended content" or "you might also like") urging visitors to look at more content from your site or other sites with similar content. Here's an example from The Weather Channel. However, as you'll see, that's not the only purpose of content-based recommendations. Content recommendation works in a variety of ways via website plugins and software platforms. Some content-based recommendation tools use keywords and tags to make their suggestions, while others pay attention to how people are engaging with the content they're looking at now, and use that as a guide for recommendations. You can also have hybrid recommendation tools that use both of those approaches. An example of content recommendations in action is Europa Press, which saw clickthrough rate increase 46% and revenue increase 78% by using content recommendation widgets. ### On vs Off-Page Recommendations There are two main types of content recommendations: on-page and off-page. On-page recommendations draw visitors deeper into your site by recommending more of your own content for them to check out. On-page content-based recommendations help decrease your website bounce rate and increase the time people spend on your page and website. In turn, that boosts engagement with your content and can result in more social shares, creating even more awareness of your brand and content. If you publish a lot of valuable content, then it's worth exploring on-page content recommendations to make sure more people see more of that content. For example, Newshub increased revenue by 168% and got 14 million pageviews for video recommendations by using Taboola's content recommendation platform. On the other hand, if your site is brand new and you don't have a lot of content yet, you may not get the full benefit of on-page content recommendation. Off-page recommendations take your visitors to other people's websites by recommending related external content that they will find interesting. This type of content-based recommendation is useful for websites relying on referral or affiliate income, which can boost your income over time. It's also useful for sites that are part of a larger publishing network, as you can use recommendations to drive traffic to other sites in the group. When using off-page recommendations, it's important to ensure that the content you're recommending is high quality. If it isn't, that can hurt your visitors' perception of your brand. And it's essential to avoid driving traffic to competitors' sites, so you don't lose customers. However, it's simple to take care of that when setting the rules for content recommendations. ## How Does Content Recommendation Work? Here's an example of off-page recommendations in action. SocioPal used off-page recommendations to drive traffic to its app download page, increasing downloads by 30%. Hear.com had a tenfold increase in traffic to its site after inserting content recommendation placements on other sites. ### ### Recommendation Placement A crucial factor in achieving your goals for content recommendation is recommendation placement: where you actually put your recommendations so that your visitors will see and act on them. One common location for article or video recommendations is at the end of a piece of content, so visitors have somewhere to go next when they've finished reading a blog post or article. For example, Blinkist's placements gained the company more than 60,000 signups in six months. And Placetel used branded video at the end of a page to increase brand awareness The campaign got 80 million impressions and drove a 750% increase in native signups. Your placements can also mimic the look of a social media site. Ynet implemented Taboola Feed and recorded an increase in CTR across all its sites. Placing recommendations under content isn't the only option. You can also make content recommendations via on-site widgets that slide into place when people are near the end of the page or have been on the page for a few seconds. And you can also showcase content recommendations via popups. The secret to these last two placements is timing, as you don't want to annoy visitors by interrupting their current reading experience. ## Why is Content Recommendation Important? Content recommendation is important because it provides an easy way to personalize your visitors' experience, so they see the content that's most relevant to them at any time. This, in turn, helps to improve brand awareness, time on your site, and boost user engagement. Content recommendation works well for both advertisers and publishers. Publishers can acquire new readers and subscribers, and understand which content is most popular. Advertisers can use content recommendations to put their sponsored content on high-quality sites, without worrying about being blocked by ad blockers. ## What is a Content Recommendation Platform? A content recommendation platform, also known as a content discovery platform, is the software that makes content recommendations work. It uses algorithms to automatically identify and recommend relevant content to website visitors based on preset criteria. For example, you can choose to recommend content on a particular topic to visitors to a certain page. One example of a content recommendation platform is Taboola. Taboola's content discovery functionality enables marketers and publishers to reach new audiences, generate leads, increase brand awareness and boost engagement with high-quality placements and finely targeted recommendations. For example, Newshub used Taboola Feed to drive traffic to sponsored articles written for clients, and achieved a 168% revenue boost. EuroNews doubled revenue in a week, and saw a 60% increase in organic CTR, by using Taboola Feed and Taboola Newsroom to increase engagement. Travel site Traicey used Taboola Feed to drive a 200% increase in revenue. Organic CTR also rose by 150%. ## Final Thoughts As you've seen, content recommendations have the potential to increase reader and visitor engagement, resulting in greater brand awareness, as well as more leads and sales. Now that you understand more about how content based recommendations work and how they can help your brand, get in touch with Taboola to learn more. See how brands and publishers can navigate the ongoing changing consumer behaviors brought by generational challenges, like high inflation. --- ### 18 Best eCommerce Strategies to Grow Your Traffic URL: https://www.taboola.com/marketing-hub/use-these-14-marketing-strategies-to-increase-your-ecommerce-traffic/ Last Modified: 2026-02-02 12:20:32 As of 2023, there are more than 2.6 billion online buyers worldwide, and close to 275 million in the US alone. Let's think about that for a minute. E-commerce has become such an integral part of consumers' lives that more than two-and-a-half billion of us shop online—the same as the population of the entire world back in 1950 (Census). With more e-commerce customers than ever before, attracting high-potential website visitors has never been more critical. There's a huge opportunity for businesses and brands to draw buyers to their online stores. With the right online strategies and some established tips, marketers can improve their website traffic over time to drive sales from new shoppers while also increasing revenue from existing ones. That said, taking steps to increase website traffic is only part of the solution. Why? If you really want to grow your e-commerce business, traffic is only really useful if it converts. When you're turning consumers into customers, and keeping them coming back in the long-term, quantity takes a back seat to quality. Before we get started on how to drive traffic to your website, here's something to note: there's no "one-stop shop" for quality visitors. Valuable and profitable visits can originate anywhere on the web, from organic traffic to paid ads, affiliate programs, social channels, testimonials, and partner brands, so it's important to weave multiple channels and platforms into your strategy. Here are 18 e-commerce marketing proven strategies we recommend to drive relevant traffic to your website. ## Tactics for Increasing E-commerce Traffic ### 1. Build a User-Friendly, Easy-To-Navigate Website To get qualified visitors to your e-commerce store in the first place, you have to understand your audience, know where and how to reach them, convince them to visit your website, and deliver a compelling message once they've come. It should come as no surprise that site design and optimization play a part in all of this. Both can have a huge impact on conversions and sales. When you build an e-commerce website that's easy to navigate and responsive, and show your visitors products relevant to their needs, you demonstrate that your brand speaks their language. A user-friendly website design for e-commerce and strong calls-to-action (CTAs) can go a long way toward driving results. Explore 15 free WordPress themes for publishers. ### 2. Invest in Organic Search You don't need us to tell you that online search is one of the most powerful tools at your disposal—but did you know that search remains the primary method for both individuals and businesses to explore new products and services within search queries? Search engines like Google provide a platform for people to search for your products and services, and they can get a lot of information—and motivation—from organic search results. That's where Search Engine Optimization (SEO), the process of improving your site's visibility by optimizing pages and content so they're easier to find, comes in. Implementing SEO best practices can improve the quantity and quality of traffic to your site, making SEO traffic a reliable channel for ongoing visits and one of the best-rated e-commerce traffic solutions. Increasing your exposure on search engines by achieving high rankings and top results will help drive potential customers to your site. Because search engines, and therefore SEO, are built around keywords, using relevant words related to your product or service throughout your site is key. That means incorporating carefully selected keywords into your page headlines, product descriptions, titles, meta descriptions, and your URL (all of which is also known as metadata). This approach will deliver better search engine recognition, so when consumers Google your brand, or search using keywords related to products and services like yours, they're more likely to find your site. ### 3. Create Blog Posts Around Popular Products As you're learning how to drive traffic to your e-commerce site and begin to tackle SEO, take a closer look at your content. Site content is crucial to the search engine optimization process, since search engines crawl that content to determine how to rank your site. An excellent way to get your content in front of customers is through blog posts. Blogs can work wonders for improving organic visibility, while also providing your customers with useful and entertaining information. Your content strategy should include keywords and topics that are pertinent to your audience. A mix of both short keywords (broad terms with a high search volume, consisting of 1 to 3 words) and long-tail keywords (longer, more detailed search queries that help customers home in on products as they're getting ready to buy) can drive the right kind of traffic to your site. BuzzSumo is a useful site for sourcing keywords and creating lists, as is Answer the Public, which allows you to view actual questions and search queries used by consumers. Here’s an example of the keyword selection process, with 28 consumer-generated questions around the topic of "best blenders." ### 4. Content Marketing Content marketing is no longer limited to blog posts. These days, it extends to every aspect of your site that involves text and conveys information about your products. Big or small, those chunks of content represent opportunities to boost engagement, customer retention, and your return on investment (ROI). When you're creating an eCommerce content marketing strategy, focus on keywords. By optimizing content ranging from product titles and descriptions to ad copy, product review posts, video ads, and articles, you make it easier for consumers and search engines to find your pages and products. A well-designed content marketing strategy is vital to conversion rate optimization—the process of increasing the number of website visitors who perform a desired action, such as making a purchase or subscribing to receive your branded emails. By enhancing your content, you don't just stand to improve your CRO, but lift brand awareness as well. ### 5. Optimize Your Online Store for Users, Including Mobile Let's revisit the user experience. Having a site that's optimized for search is vital, but it needs to be optimized for mobile as well. Today, mobile accounts for 60% of all e-commerce sales in the world (Statista) as consumers continue to rely on their smartphones to make purchases. Providing a user-friendly design with a simple navigation menu, a prominent search bar, high-quality images, and responsive visuals that visitors can zoom in on will really improve your site. Be sure to include mobile-friendly videos. Speed matters as well. Pages that are slow to load can deter shoppers from converting; in fact, increasing page speed by just one second can lead to a 7% increase in your conversion rate (Crazyegg). How do you trim the fat so your site pages are quicker to load? Compressing images, removing broken links, and reducing redirects are all good strategies. Another way to better your site is by giving your customers different payment options, simplifying your forms and checkout process, and making your positive reviews more visible. All of this can have a huge impact on future sales. (Source) ### 6. Run Email Marketing Campaigns Despite the popularity of social platforms like Instagram and TikTok, email marketing remains an effective means of reaching potential customers, and averages a return on investment (ROI) of $36 for every dollars spent (Hubspot). Since 47% of US consumers prefer their emails from brands to contain deals and promotions (InsiderIntelligence), personalizing your email content can set you up for success. Make email a part of your cross-channel marketing model, and maximize every email campaign’s impact by personalizing the content. Growing an email subscriber list can be time-consuming, but it's worth the investment; once you have a list that you can segment, you can customize your mailings with special promotions and exclusive product offers to boost your e-commerce revenue. Be sure to track your results using a time decay attribution model, which credits all of the channels that played a part in those conversions. This way, you can optimize for even greater future success. ### 7. Use Affiliate Marketing No strategy would be complete without affiliate marketing, which can dramatically increase e-commerce traffic through external links to your site. Affiliate marketing lets other businesses and brands promote your products in exchange for a commission based on the traffic they direct to your online store. It's a top acquisition channel because it exposes your products and brand to a broader audience, thus increasing your visibility and expanding your reach. In other words, affiliate marketing—which includes content monetization platforms like Skimlinks—can open a new revenue stream from your commerce content. It's one of the most unique ways to increase sales and send e-commerce traffic your way. ### 8. Target your Audience on Social Channels for Awareness With a staggering 3 billion monthly active users, Facebook's success says it all: social channels are still growing, and they're a massive part of consumers' lives. There are many other advantages to social media marketing beyond audience engagement, from brand recognition to—you guessed it—increased website traffic. Unlike traditional media like radio, television, newspapers, and magazines, social media also allows customers and businesses to interact almost in real-time. That means you can get near-immediate feedback on your products and services, and quickly gauge the effectiveness of your ads. But as every social platform attracts different users, knowing where your customer base spends their time is the best way to build a social strategy that delivers, and the most reliable way to target them so you can promote your website. Get to know the major social sites and their demographics, and run A/B tests on your ads to gauge which ones are resonating with potential shoppers. And don't forget to engage with your followers to build an affinity for your brand. ### 9. Target your Audience beyond Search and Social for Conversions If your eCommerce marketing strategy is heavily focused on mid-to-lower funnel stages—driving user actions like engagement and sales—rather than upper funnel efforts like brand awareness, and you've exhausted search and social, it's time to rethink your approach. When rising CPMs no longer justify the investment and returns start diminishing, diversifying your marketing channels is crucial. Exploring alternative platforms beyond traditional search and social media can help reach new audiences and reduce dependency on oversaturated networks. Leveraging AI for audience targeting can refine your approach by analyzing data to predict user behavior, enabling more precise targeting of high-intent users and improving ad efficiency. Additionally, leveraging ad personalization to align with targeted users’ interests ensures that landing pages are optimized with relevant messaging and clear calls to action, ultimately improving conversion rates. By implementing these strategies, you can combat performance marketing fatigue, revitalize engagement, and maximize your ROI. ### 10. Local Marketing It's great to think about eCommerce on a global scale, but don't forget about your local shoppers, especially if your shipping center is in or near a major city. To capitalize on your proximity to local consumers, you can use tracking cookies or location-based targeting and keywords in paid ads. You can also offer special perks, such as free shipping, to neighborhood customers. This can work wonders for your eCommerce sales, since quick delivery times will motivate your target audience to make a purchase. Adjacent strategies like including location specific keywords (e.g. "near-me") in your site metadata, using cookies to collect data like where locals like to shop online, and optimizing your site for mobile should all be on your must-have eCommerce marketing strategy list. ### 11. Work With Influencers Just as with social media and affiliate programs, influencers can be a major asset when it comes to driving the right audience to your e-commerce site. Partnering with influencers allows you to align your brands with popular public figures, boost your credibility, and increase your exposure, all while providing an opportunity to turn their followers into customers. Experticity research shows that 82% of consumers are "highly likely" to take the recommendations of an influencer, while just 73% would act on a recommendation made by a fellow consumer. The average ROI for influencer marketing is an impressive $5.78 for every dollar spent (InfluencerMarketingHub). You can launch campaigns by approaching influencers directly, or work with a platform like ShopYourLikes, which is designed to connect creators and influencers with top retailer brands to drive content monetization ### 12. Optimize Product Pictures for Google Images Optimizing your content for search is important, but so is optimizing your product images. Just as it does with site content, Google crawls images and shows them in its search results. Today, 75% of consumers rely on product photos when making a purchase (OnlineDasher), so ensuring your images appear in searches is crucial to garnering sales. Use high-quality product images and optimize your file names and alt-image descriptions to increase your chances of your image appearing first. This approach also boosts site traffic, because when users click on your picture, they're redirected to your product page and primed to buy. Finally use HTML image elements to embed images, along with an image sitemap and responsive images to create an engaging visual experience for your customers. Best practices like these can help Google discover and index your site pages. ### 13. Invest in Paid Search While we're on the subject of search, don't ignore the significance of paid search advertising to your online store. Sponsored listings on search engines where businesses pay to be featured in search results are a great way to raise visibility and drive high-value traffic to your website. Paid search results look a lot like organic ones, but they empower brands to secure a prominent search presence. They're also cost-effective, as advertisers only pay if and when their ad is clicked. Even so, monitor your ROI to make sure you're getting the desired results. Conducting additional keyword research can work wonders for maximizing your budget by concentrating on high-value, high-performing words. ### 14. Improve Your Lead Generation When your goal is to improve the quality of your leads, understand who your potential customers are, and learn about the kinds of offers and products that interest them, lead generation is the solution for you. The more familiar you are with your customers' interests and needs, the more equipped you'll be to deliver relevant product information that incites them to make a purchase. eComm Lead generation strategies range from paid, off-site solutions like pay-per-click (PPC), a form of search advertising, and re-marketing, to site-based content solutions like blogs, videos, and webinars. Email capture fields and special offers are also useful when it comes to creating a comprehensive approach to generating leads for your brand. ### 15. Use the 80/20 Rule Focusing on Top Conversion Sources As you continue to build out your strategy, the Pareto principle should be top of mind. This concept dictates that 80% of sales come from 20% of visitors, products, or marketing channels. What this means is that you should use data to identify the channels, products, product categories, and landing pages that produce the most sales, and invest your time and effort there. Then, follow the same process by determining which keywords, campaigns, blog posts, and discount codes bring the most traffic. While conversions are the ultimate measure of website traffic value, other numbers matter too. For example, traffic to your landing page can indicate how much time visitors are spending on each site page, and where they link to after arriving on your site. It’s also important to know what happens to visitors who arrive but don’t stick around. For example, your bounce rate (the percentage of visitors who leave your site after viewing only one page) can reveal that your landing page may need to be re-evaluated. ### 16. Show Off your Business on Instagram One of those aforementioned social channels bears special mention: Instagram. Now boasting over 1.3 billion monthly active users worldwide, Instagram can drive immense amounts of e-commerce traffic as users flock to the social platform to engage with others and discover products. That means you can use Instagram to cultivate your brand, showcase your product line, and encourage visits to your e-commerce site. Aside from posting engaging photos and videos of your products and enlisting the help of influencers to praise them, an easy way to drive more traffic is by optimizing your Instagram bio. Make sure you include a link to your online store. Other strategies include syncing your Instagram feed with your online store so customers can shop your products directly from Instagram. This way, consumers can instantly make an online purchase from your business when a product is on their mind and they're motivated to buy. ### 17. Referral Marketing Word-of-mouth recommendations are the holy grail of marketing, but business owners only have so much control over what their customers will do or say about their brand. Consumers value advice and recommendations from people they know, though—which means it's a good idea to leverage this opportunity through referral marketing. The process is simple: you encourage your existing customers to spread the word about your brand, offering both them and their contact a special offer like a discount. For example, Book of the Month offers its fans the chance to share the experience of getting hot new book titles each month at a discounted rate. ### 18. Ask Customers for Reviews Considering that more than 99% of consumers read reviews when they're shopping online (Powerreviews), and 98% feel reviews are an essential resource when making a purchasing decision, inviting your customers to share their feedback on your product or service is a must. Another perk? Positive reviews provide brand credibility and "social proof," which can help improve your SEO and drive even more traffic. One way to incentivize your customers to review is by offering a thank-you in the form of a discount on their next purchase or the chance to win a gift card. You should also consider the format you're using to collect information. The easier you can make the experience of sharing feedback, the better. Society6 offers the ability to review a product without navigating away from the email, even going so far as to provide two review style options. (Source) ## The Next Step Implementing the right marketing strategies can significantly boost your eCommerce traffic, helping you attract, engage, and convert more customers. From leveraging SEO and social media to running paid campaigns and personalizing the customer experience, each tactic plays a crucial role in driving growth. However, increasing traffic is just one piece of the puzzle. To truly maximize your success, it’s essential to refine your entire online store for better conversions and customer retention. Check out these e-commerce best practices to optimize your online store and take your business to the next level. --- ### Watch Now: Experts Weigh In on a Cookieless World During Adweek's Mediaweek URL: https://www.taboola.com/marketing-hub/experts-weigh-in-on-a-cookieless-world/ Last Modified: 2025-05-05 09:49:16 As advertisers prepare for a cookieless world, it's important for them to work together on new strategies and solutions to reach the right audience. In fact, while the death of the cookie has thrown the industry into a tailspin, it could actually yield a more secure, privacy-safe, and lucrative future for businesses. That's because — in a world without cookies — advertisers have a valuable opportunity to completely rethink the way they target and identify audiences. And any excuse for innovation is a good one. With that in mind, Adweek Editor in Chief Stephanie Paterik led a recent roundtable discussion, "Context is King: Reaching The Right Consumer in a More Private World," with advertising leaders, including: - Nadav Perry, Vice President of Global Brand and Agency Development, Taboola - Scott Spaulding, Vice President of Global Agency Partnerships, MediaMath - Josh Palau, Chief Media and Activation Officer, PHD Here's what they had to say about how they're preparing for a cookieless world and a brighter future. “Your job as a marketer is to make meaningful connections with the consumer and make your product top-of-mind to solving their problem. So just stick with that as your North Star and the rest of the pieces will fall into place." - Josh Palau, Chief Media and Activation Officer at PHD ## Be Prepared to Harness New Opportunities Yes, there are risks involved with throwing out third-party cookies. But the opportunities outweigh the setbacks. Nadav Perry, Vice President of Global Brand and Agency Development at Taboola, suggests advertisers look out for four big opportunities in particular: - Helping consumers enjoy a more privacy-safe internet - Finding new uses for first-party data and CRM marketing strategies - Looking out for new technologies with innovative solutions - Revisiting existing technologies with modern capabilities like machine learning and artificial intelligence “I like that we're tearing the skyscraper down and rebuilding," said Scott Spaulding, Vice President of Global Agency Partnerships at MediaMath. "We keep adding companies with point solutions to keep covering up an already cracked foundation. This allows us to build a stronger foundation and higher skyscraper than we had in the past. ## Start Testing Solutions and Vetting Partners Many solutions already exist to help advertisers prepare for a cookieless future and embrace their first-party data. They just need to start testing different platforms and partners to find the right mix for their business. “There is some basic due diligence that we're all responsible for having to do," said Josh Palau, Chief Media and Activation Officer at PHD. “It's digging to the surface of what they're offering and how that matches up to your needs." “There's tremendous talent, both agency- and client-side, that have been staring at this for a while," said Palau. “I think the starting point is, 'Hey, what is your POV on what you're seeing from the space?'" Prepare your templates and frameworks. Challenge your investment teams to build economic models. Consult your performance metrics across channels. And don't lose sight of the overall goal: reaching your target audience. ## Focus on Contextual Advertising On an open web without third-party cookies, brands will need to find creative ways to engage consumers. That's where contextual advertising comes in to play. Yes, contextual strategies have been around for a while. Here's a simple example: A men's retail brand advertises on a sports website, where young males are likely to be reading. The death of the cookie, however, will shepherd in a new generation of smarter contextual advertising. “Smart contextual is about understanding in real time what the audience actually reads, and that could change within the day or many, many times a day," said Perry. “For the open web, and especially the non-signed-in open web, that's going to be one key solution." Brands and publishers can also use that contextual data to launch native ads and content marketing initiatives, delivering more intuitive consumer experiences across the web. “There are multiple ways to promote and get results from it, whether it's for upper-funnel brand awareness or bottom-of-the-funnel lead generation. In the future of contextual marketing, content marketing is going to become more important and more prevalent, and I'm looking forward to see how that develops." - Nadav Perry, Vice President of Global Brand and Agency Development at Taboola Watch the entire "Context Is King: Reaching the Right Consumer in a More Private World" roundtable below, and comment on YouTube with your predictions and thoughts! --- ### Lights, Camera, Action: UK Film Marketers Highlight New Releases as Cinemas Reopen URL: https://www.taboola.com/marketing-hub/lights-camera-action-how-uk-film-marketers-can-place-upcoming-movie-releases-in-the-spotlight-as-cinemas-reopen/ Last Modified: 2025-01-14 14:35:59 2020 was a mixed year for the entertainment industry, both in the UK and worldwide. While streaming services and gaming companies thrived as people looked for safe amusement from the comfort of their homes, other segments of the entertainment industry stalled completely. Shows and concerts were cancelled, movie sets were forced to halt production, and countless film premieres were delayed or shifted online as cinemas closed worldwide. Now, as the UK comes out of its third COVID-19 related lockdown, this time with over half the population having received at least one vaccination, our hope for the return of the in-person entertainment industry is restored. With confidence that we're reaching the beginning of the end of this pandemic, it's finally time for movies to make up for lost time. Reader interest indicates that the UK population is ready to return to in-person entertainment: for example, in the past 15 days on the Taboola network in the UK, traffic to topics such as Shows and Events, Movies, and even Art has been increasing. With more readers showing interest in in-person shows and events, and cinemas reopening, we wanted to gauge which 2021 movie releases fans are reading about. It's no surprise that the most read-about upcoming release in the UK, with 1.95M pageviews, is "No Time to Die," the much anticipated 25th installment of the James Bond film series. The film's release was originally scheduled for in April 2020, but following multiple delays, it's now expected to hit screens in September 2021. In close second with 1.94M pageviews, "Spider-Man: No Way Home," scheduled for release in December, is just one of several movies set in the Marvel cinematic universe that fans are looking forward to in 2021. "Black Widow," "Venom: Let There Be Carnage," and "Eternals" also made the top 10. With so much enthusiasm from movie-goers to view their most-loved stars on the silver screen, it's the optimal time for entertainment industry advertisers to bank on ticket-buyers. ## Top Tips for Successful Movie Release Advertising How can film marketers capture fans' attention this spring? Here are our tips for a successful movie launch campaign. ### Use Existing Footage to Create Engaging Video Ads There's a good reason that film is such an engaging format. As humans, we're predisposed to pay attention to movement: for our ancestors, the ability to spot a predator or potential prey would have meant the difference between life and death. Film marketers, of course, are at an advantage when it comes to creating eye-catching video ads, with an abundance of footage at their disposal. If in doubt, a great place to start is the film's trailer. In some cases, all you need to do is add subtitles, and you're ready to get started! Alternatively, consider using clips of the movie to create customised video ads. The advantage of creating a brand-new ad is that you can use current trends to guide the type of footage you select. For example, you can use Taboola Trends, a free resource that analyses the performance of thousands of ads running across our network weekly, to see what video characteristics are likely to perform well. Here are some current trends in the UK: Filters can be fun, but our data shows that colour videos are currently performing better than black and white, achieving a 403% higher completion rate on average. Live-action or animated? When it comes to video ads, UK readers are responding better to non-illustrated footage. Non-illustrated footage is currently achieving a 312% higher completion rate than illustrations on our network. It may be tempting to overlay a film's title over the video for maximum exposure, but video ads without text are actually achieving an 83% higher completion rate on average. Instead of placing text in your video, consider how you can make the most of the headline underneath. ### Let Your Headline Shine Speaking of headlines, there are a few things you can do to make sure yours is as engaging as possible. First, you can use our Keyword trend tool to identify high-performing keywords. For example, the word 'rumours' is currently yielding an average of 23% higher CTR in the Entertainment category in the UK. Consider incorporating this word into your headline for a better-performing ad. Once you've got some headline ideas in mind, you can A/B test them using our Title Analyser tool. Here's an example of how these four possible headlines stack up in terms of predicted CTR: ### Target Engaged Audiences at Scale with Behavioural and Contextual Data Segments Once you've settled on your creatives, you need to make sure your ad reaches the right audience. For some movies, this might just mean reaching as many people as possible. To achieve massive scale, consider adding the open web to your marketing mix. For example, by distributing an ad on Taboola, you can reach over 21.5M daily active users in the UK, and over 500M worldwide. If, however, you're looking to get more granular, try using behavioural targeting categories to reach people with specific interests. Here are some examples of first-party data segments you can target on Taboola in the UK: - Interest > Entertainment > Movies and TV > Romantic Comedies - Interest > Entertainment > Movies and TV > Animated - Interest > Entertainment > Superhero Enthusiasts You can also test contextual targeting segments. For example, by targeting the data segment "Contextual > Art and Entertainment > Movies and TV," you can reach readers at the exact moment when they're reading about content relevant to your ad. ### Learn from Past Campaigns: Sony Pictures Entertainment Case Study To put these tips into perspective, here's an example of a great campaign that Sony Pictures Entertainment (SPE) Thailand ran to drive awareness for its upcoming movie releases—specifically "Venom," "Goosebumps: Haunted Halloween," and "Spider-Man: Into the Spider-Verse." You can read the entire case study here. SPE wanted to drive both awareness and ticket sales. To do so, they worked with Taboola to distribute movie trailers to viewers on tablet and mobile devices in Bangkok. The campaign was extremely successful, achieving over 194,000 completed video views and over 411,000 impressions. Contact our team to find out how Taboola High Impact can place your Entertainment brand in the spotlight on premium publisher sites in the UK and worldwide. --- ### Plan Your Father's Day Marketing Campaign With This Checklist URL: https://www.taboola.com/marketing-hub/plan-your-fathers-day-campaign/ Last Modified: 2025-01-29 10:21:59 As cute as macaroni art and papier-mâché projects made by the kiddos can be, this Father's Day, make sure dad gets something he really wants — by creating a marketing campaign fathers can't wait to forward to their loved ones. Brands can bank on a streamlined Father's Day strategy with help from our handy dandy Father's Day Marketing Checklist, which guarantees success (when implemented correctly) with the following steps: - Research Your Market Opportunity - Read Up on News Trends - Gather Examples of News Articles - Implement Creative Best Practices - Create Healthy Headlines - Engage the Right Audience The National Retail Federation (NRF) has been conducting its annual Father's Day survey with Prosper Insights & Analytics since 2003 to see how Americans celebrate dad on his special day. According to NRF's survey, 75% of consumers plan to celebrate Father's Day this year. That's a whole lot of opportunity for brands! It's no surprise to see greeting cards and special outings are the top three gift purchases; however, dad is becoming far more sophisticated. We're not saying dad isn't interested in a family get-together. Still, your brand may want to consider dad's interest in personal care and care for his possessions, including tools for grooming, car accessories, and the latest tech gadgets. To get a better read on dad, we pulled Taboola U.S. editorial news data on consumer categories from November 2020 through April 2021 to see which news topics are driving the most traffic across the Open Web. While the above news trends may seem pretty obvious and male-centric, it's reassuring to see dad's interests haven't wavered or changed, so the campaign you're planning should have a long shelf-life. Next step, align your marketing campaign with relevant content for dad. With Taboola, you can build, distribute, and target your ads to connect with users who are consuming Father's Day content. Pop knows best when it comes to what's clickable! Insert your desired category into Taboola Trends to check out real-time data and insights about which images and videos may show the best results for your Father's Day media campaign. No more educated guesses on what dad likes best! Though we are shocked to see that indoor sports images have a 56% higher CTR… Let's continue to apply Taboola tools to the headlines of your ads. Test which headlines we predict will have the highest CTR using Taboola's Title Analyzer. Dad will be glad you did. Once you've baited your creative for action, it's time to tackle the right audiences. According to our data, these targeting best practices for the U.S. in the "Family" category can get your Father's Day campaign suited up. - Maximize Your Campaign Conversions with Smart Bid: Starting from a baseline campaign bid which you input, Smart Bid uses historic network data to automatically optimize your bids, per impression, according to how likely they are to drive conversions at scale. - Distribute Campaigns Across Mobile Devices: Father's Day advertisers may find it ideal to reach customers on mobile devices, where the competition is low, and engagement is high. - Test a CTA Button for a +15% CVR Lift: A call to action (CTA) Button is a creative add-on available to increase conversion performance of campaigns across Taboola. The call to action appears as a button alongside your creative and is designed to catch users' attention and drive them towards a specific post-click action based on the campaign KPI. For more pageviews, consider "Learn More" or "Read More." For purchases, utilize "Get Offer," "Learn More," or "Shop Now," or "Try Now." Congratulations! Your marketing campaign is now set up for a lucrative Father's Day. We look forward to seeing how your brand will implement Taboola's best practices. And send our best to your dad's! --- ### Google's Core Web Vitals Update: The Biggest Changes for Publishers URL: https://www.taboola.com/marketing-hub/googles-core-web-vitals-update-the-biggest-changes-for-publishers/ Last Modified: 2026-06-22 08:37:06 Last year, Google announced it was implementing a new set of metrics called Core Web Vitals. These metrics go into effect beginning in mid-June 2021, and publishers must prepare for the algorithm update as it will impact page rank in search results. We've been working to optimize the Taboola experience to align with Core Web Vitals guidelines. Big changes are coming. There are actionable items publishers should know about this update. Here, we'll help you understand the impact of Web Vitals on publishing sites and answer many of the questions publishers have been asking. See how Taboola is supporting publishers in preparation for Google’s Web Vitals. ## What To Expect When the Update Rolls Out In a recent Search Central Live Fireside Chat, Danny Sullivan, Google's Public Search Liaison, put many people's fears to rest when he said: "We want to make sure people have actionable information so that they're doing all the things that they should be doing, because we want to help creators." During the chat, Sullivan reassured listeners multiple times that Core Web Vitals is just one of the hundreds of signals Google uses when ranking pages. Other factors will still have a prominent effect on page ranking. Google will continue to prioritize pages that provide users with the best information, but if multiple pages are relatively equal in that aspect, page experience will determine search visibility. All of this makes sense when we consider that past Google updates have taken effect slowly. It's rarely the case that overnight a page with high visibility will experience a massive drop in ranking after an algorithm update. You can hear more from Sullivan here: Key Takeaway: Prioritize page experience. It will become more important going forward, but don't let it trump the production of valuable content. ## Top Stories: AMP No Longer a Requirement Included in the Page Experience update is a significant change to Google's mobile search Top Stories feature: accelerated mobile pages (AMP) are no longer required for the news section. Here's what Top Stories look like: (Source: Slashgear) Before this update, only AMP pages were eligible to appear in the mobile version of Top Stories. After the update, the only requirement will be that content is compliant with Google News content policies. According to Google: "All web pages irrespective of their page experience status or Core Web Vitals score are eligible for Top Stories carousel. When the changes go live the compliance with Google News content policies will be the only requirement, and we will use page experience as a ranking signal across all the pages." It's important to note that, when available, Google will link to AMP pages, but publishers are free to use other frameworks if they prefer. Google will continue to invest in the AMP Project, because it believes that it offers a simple solution that helps publishers deliver a good page experience. Publishers already using AMP do not need to alter their framework and can continue using it. Google recognizes, however, that AMP has constraints for publishers creating engaging, interactive experiences using third-party services that aren't integrated with AMP. It has made this change to accommodate and support those publishers. Key Takeaway: All content is eligible for the mobile Top Stories carousel as long as it meets Google News' policies. ## User Experience (UX) Is Top Priority As Google continues to emphasize UE with this update, we expect to see some new design trends emerge. These will all support better performance for the three Core Web Vital metrics: - Largest Contentful Paint (LCP) - Cumulative Layout Shift (CLS) - First Input Delay (FID) ### Images Images heavily influence all these metrics as the loading of images often slows page load speed. Consider eliminating background images, as they don't serve much of a need on mobile. Large hero images can be the LCP on a site. To ensure quick loading, compress the image, serve it in the smallest size possible and convert PNGs and JPEGs to WebPs. Above-the-fold images, slideshows, and videos are a favorite for publishers, but they dramatically slow load times on mobile devices. Replace these with text-based content or simpler elements. Prevent CLS by having the correct height and width attributes for images set in your CSS. This improves Web Vitals metrics for sites, although note, sometimes ads improperly rendered negatively affect CLS. To speed up a page's initial load time, implement lazy loading for any content or images that appear below-the-fold. ### Videos Users have an affinity for video content, but videos are large files. Publishers can improve their UX, however, and still provide great video content. The first content paint is impacted if videos are above-the-fold and load immediately. Since most visitors want to read at least a title and summary before watching, add that content first to push the video below the fold. Using an image placeholder for the video thumbnail boosts load times dramatically. This is because videos only load when clicked, instead of while the page is trying to load. ### Fonts When a font loads, the rest of your page's code stops rendering. To speed this up, use a preload command. Instead of allowing the entire stylesheet and character set to load, most of which sites don't use, purchase premium font access to have more control over the fonts and load only the necessary elements. ### Technical Elements Beyond design, publishers can look to some technical improvements to increase page loading speeds, including: - CSS optimization - JavaScript optimization - Consolidating scripts - Using a CDN and preloading DNS queries - Upgrading to a faster server Key takeaway: Every improvement made, no matter how small, speeds up loading times. This provides a better user experience and limits the likelihood that users will bounce out of frustration caused by waiting for content to render. And the more pages are optimized for speed, the more it will contribute to the website's overall speed. ## Core Web Vitals Effect on Ads Dynamic elements, such as ads, can have a negative impact on CLS specifically and on the UX in general. This means publishers must find ways to balance monetization efforts with UX. ### CLS Issues Publishers often do two things with ads to maximize revenue: allow ad units with different heights to serve in the same ad slot and refresh ad calls for idle users. These are CLS killers. They cause the content to jump up to 100 pixels, leaving the reader on a different spot on the page. Avoid these issues by reserving the largest height possible for an ad and adjusting the refresh logic to only serve an ad of the same height. ### Heavy Ad Issues Google qualifies ads as heavy if they: "consume a disproportionate share of device resources, such as battery and network data, without the user knowing about it." Heavy ads drain a user's battery, eat away at their data plan, and strain networks, all of which impact UX. When these ads reach their resource limit, users see an error message and the ad content is not displayed. As many advertisers produce video ads that qualify as heavy ads, however, publishers are left without a clear path forward. An ad that doesn't display affects monetization, and too many heavy ads can lead to a bad UX. To avoid this, publishers should partner with vendors, such as Taboola, that have already lowered their network and CPU usage in ad units. #### Lazy Load Ads Ads with third-party codes take longer to render. This impacts FID. Implement lazy load ads to improve FID and, in turn, UX. Lazy load ads download and serve in real-time when users scroll down and reach the viewport. This process reduces latency, improves page performance, and increases ad viewability scores, which boosts publisher revenue. Note that lazy load ads must be implemented correctly to deliver on their promise. Don't use above-the-fold. Key takeaway: Ads provide significant revenue, but publishers must find ways to monetize sites without slowing down page load times or causing pages to jump, both of which hurt ranking metrics. Experiment with different ad formats, resolve sizing issues, and partner with ahead of the curve AdTech companies. ## A Final Thought It seems that Google will continue to use high-quality content as one of the top search ranking factors, so that's priority number one. It's a solid bet that Google will stay the course and reward sites offering a great user experience, so publishers should make that priority number two. In the coming months, we will see the impact of Core Web Vitals. As we begin to understand more of its impact on search results, publishers will need to adjust their content, design, and monetization efforts to match Google's newest algorithm. --- ### What are the Pros and Cons of Native Advertising? URL: https://www.taboola.com/marketing-hub/what-are-the-pros-and-cons-of-native-advertising/ Last Modified: 2025-01-29 20:21:31 Before diving into any new advertising strategy, it's important to understand its benefits and drawbacks. This way, you can prepare to increase the results of your marketing efforts and take the best approach for your business needs. Enter: the advantages and disadvantages of native advertising. First off, what is native advertising? It's the process of creating ads that match the form and function of their surrounding content. Promoted social media posts are native ads, for example, as is sponsored recommended content at the ends of articles. Now, is native advertising good? According to many native advertising examples and statistics, it is. Native ads drive 8.8 times higher CTR and 18% higher purchase intent than traditional display ads. Still, there are advantages and disadvantages to native advertising. Here, we break down the pros and cons of this strategy and provide tips on how to make native advertising work for your brand. ## The Pros of Native Advertising It's easy to compile the advantages of native advertising. There are many benefits to using this strategy for building awareness, engagement, and revenue. ### Grab Your Audience's Attention It's easier to build brand awareness with native advertising than traditional display ads. According to Acquisio, native ads receive 53% more views than their traditional counterparts. Why? Because they're more seamlessly integrated into the customer experience. They blend into the content that surrounds them instead of jumping out at readers and saying, This is an ad! Look at me! ### Drive Better Campaign Performance The effectiveness of native ads can't be overstated. These ads just perform better overall when compared with many other ad formats — helping advertisers drive conversions and revenue. In fact, 71% of consumers say they personally identify with brands that launch native ads. Only 50% of consumers say the same about display ads. ### Optimize Targeting Capabilities Native ads can be contextually targeted towards specific audience segments, so advertisers know they have the greatest chance at generating engagement from their impressions. Consider native ads on publisher sites, for instance. A makeup retailer can launch an article or video ad on a fashion-news site, targeting people who've already consumed an article about makeup and are interested in content and products in this category. Or, an athletic-wear brand can distribute native ads on a sports publisher site, reaching readers who've expressed interest in learning about fitness gear. The advertiser drives traffic and customers enjoy seamless, personalized ad experiences. ### Build Trust Among Your Customers Trust is critical in digital advertising, with frequent scandals around data breaches, fake news, and corporate corruption. According to a recent report from Ford, 77% of US consumers find it difficult to trust companies. That's why native advertising is so important. It helps brands build trust among their audiences and share valuable content, without resorting to annoying pop-ups or intrusive messages. As Adweek reported, two out of three Gen X and Z consumers trust branded content more than traditional ads. ### Increase Clickthrough Rates Here's another statistic in the battle of native ads vs. display ads: native ads drive a 40 times higher clickthrough rate (CTR) compared to traditional display ads. More specifically, native ad CTR is particularly high in the categories of pets, food & drink, and family & parenting. Source: eMarketer Learn more about what native ad format is best for performance results. ## The Cons of Native Advertising The disadvantages of native advertising are more like challenges. If you can overcome these potential obstacles, you're in a great position to reap the many rewards of this valuable advertising strategy. ### There Are Too Many Tools To Choose From Many companies are getting in on the native advertising game. Choosing which to use to execute your strategy is tough. Taboola makes it easier for you. As the world's leading native-discovery platform, Taboola helps you engage over one billion users across premium publisher websites. You know you're gaining some of the widest reach and best targeting capabilities that native advertising provides. ### Measuring Performance Is Complex Since native ads have a unique format, it can seem tricky to gauge their performance, but you just need the right tools and metrics. You might, for example, measure impressions, clicks, and CTR. And once readers click through to your site, you can measure views, time on site, re-engagement rates, conversions, cost-per-action, and return on investment. Finding the right mix of native advertising metrics will depend on your campaign goals and audience behaviors. ### Creating Native Ads Is Time-Consuming Since native ads are more engaging than traditional ads, they are more complex to produce. They must blend into their surrounding content — be it an article page, social feed, or search result. At the same time, they must grab people's attention by providing value in an instant and inspiring people to click through and learn more. Creating native ads involves many people, including advertisers, marketing managers, copywriters, creative directors, and publishing partners. ### Native Ads Can Seem Deceptive There's a fine line between an ad that is creatively mapped to its environment and an ad that tricks the user. Native ads don't want to deceive. They want to provide a seamless transition between consuming organic and paid content. That's why native ads should always be labeled with disclaimers, such as Paid, Sponsored, or, most simply, Ad. ### Refining Your Customer Targeting Seems Complicated Since native advertising helps brands reach their most relevant audiences, they may need to rethink their approach to customer targeting. That is, they need to consider how native advertising can enable them to launch hyper-targeting campaigns across channels. To do so, they may need to pull more customer data, create unique audience segments, and ensure their content is personalized to each demographic’s interests and behaviors. ### Landing Pages Must Be Updated to Handle Increased Engagement Native advertising yields increased engagement, so brands must be ready to deliver when they start to see those clickthrough rates go up. One of the best ways to do this is to optimize landing pages and articles, making sure that all post-click content matches its corresponding ad and delivers comprehensive, seamless customer experiences. ### Preparing Your Funnel for Expanded Awareness is a Must With native advertising, brands can generate awareness about their products and services. They just have to be prepared to move those new potential customers through the next stages of the marketing funnel, including the consideration, decision, and retention phases. After generating awareness with blog posts and videos, for example, an advertiser might educate audiences with how-to articles and demo reels. Then they might inspire people to purchase with customer testimonials. And finally, they can retain customers and build loyalty with personalized follow-ups and recommendations. ## How to Make Native Advertising Work The benefits of a solid native-advertising strategy are plenty. You can use native ads to increase engagement, optimize targeting, build trust, and drive traffic to your site. You just need the right native-advertising platforms and best practices to guide you and bring your strategy to life. That's why Taboola exists — to help advertisers launch native-ad campaigns across the world's top publisher sites, including NBC, Bloomberg, CBS News, and Business Insider. Because you deserve to share your messages in trusted, brand-safe environments and reach readers who are ready to consume your content — making the most of what native advertising has to offer. Explore the latest trends on native advertising here. --- ### Website Metrics: What to Track to Measure Effectiveness URL: https://www.taboola.com/marketing-hub/key-website-metrics-to-measure-success-on-your-blog/ Last Modified: 2026-06-22 08:39:38 Blogs have been around for decades, and they still generate big returns and brand visibility for many companies. In fact, there are more than 600 million blogs out of an estimated 1.9 billion websites in the world. Recent data shows that 70% of internet users prefer to learn about a brand from its blog posts rather than ads, according to Demand Metric. But how do you know if your blog is driving traffic and resonating with your intended audience? It comes down to keeping a close watch on your website metrics so you can identify trends in user traffic and behavior to help you optimize your blog to meet specific business goals. Let’s take a closer look at the most common website metrics and why they matter when evaluating your blog’s performance and engagement. ## Why Website Metrics Matter Think of website metrics as your website’s vital signs. Just like a doctor checks your heart rate and blood pressure, your website metrics tell you if your digital brand presence is in good shape or needs attention. Website analytics like web traffic, time on page and keyword rankings can help you understand what content marketing efforts are working and what strategies and tactics you might need to do more (or less) of to make your blog an effective marketing tool. ## Essential Website Metrics You Need to Track for Success ### Website Traffic Metrics Check these insights regularly to find out how many people are seeing and experiencing your content. - Pageviews: A pageview (or pageview hit, page tracking hit) is the total number of pages viewed, including repeated views of a single page. Using Google Analytics, you can also slice and dice to see where people are coming from geographically and what days and times they look at your content. - Visits (sessions): Visits measure each time someone comes to your site, including multiple page views by a single visitor. - Unique sessions: This metric is similar to pageviews, but it tells you how many unique readers you had, shedding some light on your blog’s audience size. - Traffic sources: This metric analyzes how people find your site: social, Taboola links, and paid display ads, for example. Not many sites can survive on organic traffic alone; they need to amplify content and drive new visitors from paid tactics. Knowing where your site’s traffic is coming from helps you optimize your media plan to focus on the tactics that provide the highest engagement and conversions. ### Engagement Metrics Keep track of these metrics to see how much of your content is read and how well the audience is enjoying your content. - Average pages per session: Sometimes called page depth, this metric lists how many different pages visitors looked at during one visit. It tells you how engaging your blog is and how well your site encourages visitors to check out multiple pages by digging deeper. - Bounce rate: A bounce is when a user has a single-page session on your site and doesn’t send any more data back to the analytics monitor for a specific period of time. Usually that means the user has left without clicking into another page, though it could be a signal of page inactivity. If your landing pages are part of content strategy that expects readers to go to several pages, a high bounce rate could be a red flag because it means you didn’t reach the right audience, or, once on your site, they didn’t feel compelled to explore further or take any action. On the other hand, if your landing pages are meant to convert users without further action, a relatively high bounce rate may be acceptable. - Average time on page: The length of time a visitor stays on a page before moving on to another page on your site is referred to as average time on page. If a user exits the page immediately without interacting further, that session typically isn't included in the average time calculation. It hints at the quality of the engagement with your content. The longer the time on page, the better. - Scroll depth: This number shows you how far (25-50-75%) the reader scrolled down a page, which is important for today’s long scrolling sites and, of course, for mobile. This metric measures engagement and shows how interested readers are in your content. - Return visits: For a publisher, this one tells you what percentage of users are returning visitors and how many are new to your site. Both are important for your audience development efforts, as you want to build up loyal repeat visitors while also bringing in new eyeballs. ### Conversion Metrics Use these metrics to measure how often visitors take a desired action on your blog. - Conversion goals: Set goals to keep your audience engaged. Conversion goals are as varied as the types of blogs out there, depending on what action you want your visitors to take. This might include subscribing to a newsletter, clicking an affiliate or product link, signing up for a paid subscription or filling out a contact form to book a call. You can set conversion goals in GA and track them closely — especially what kind of traffic is more likely to convert. - Cost per conversion (CPC): This measures what you spend to get a single user to take a desired action on your website. For instance, if you spend $1,000 on marketing and get 50 conversions, your CPC is $20 (1,000 / 50 = 20). To analyze CPC, track by channel (paid search, social, email, etc.) and add in all costs, including content creation and maintenance. - Exit rate: This metric shows the percentage of site visits that end on a specific page. Unlike the bounce rate, which measures single-page visits, the exit rate tells you where exactly people leave your site after viewing multiple pages. Typically, you want to see higher exit rates on contact or thank-you pages and lower exit rates on conversion pages, such as checkout or product pages. ### SEO Metrics Keep an eye on traffic sources to understand how people are finding your blog. You can find out which sources give you the best quality traffic and which make an audience more likely to take a desired action. - Keywords rankings: These metrics show you which keywords your site’s pages are ranking for and which keywords drive the most visitors to your blog content on search engines such as Google or Bing. Search engine optimization (SEO) is a whole art in itself, but you can get a sense of what kind of keyword searches are triggering visits to your site. Based on that, you can add more content (or optimize existing content) to earn more organic traffic. - Ad unit measurement: This metric shows how many impressions your ads are getting and the click-through by ad unit. This metric is found on your ad server or the platform / vendor you use to run your ads, like Taboola. For the best results, run multiple creatives, units or headlines and use A/B testing to determine which ads drive the most traffic to your website. ### Technical Performance - Website speed: This measures how long it takes your website to load on a user’s browser. Websites that load slowly can cause users to bounce out, while sites that load quickly tend to see better traffic and stronger conversions. - Page speed: This is the amount of time it takes for a single page on your website to load for users. Page speed is an important metric to watch because it can impact your visitors’ experience when they click into pages from organic search results or elsewhere on the web. A faster page speed is likely to boost a page’s search rankings than a slower one. ## How to Track Website Metrics Monitoring and analyzing website metrics is paramount to understanding the nature of your traffic, where it comes from and what topics interest your readers. By tapping into these insights, you can get a quick gauge of your blog’s health, especially when you look at both reach and engagement metrics and how they contribute to your goals. If your web metrics are underperforming, take steps to optimize and improve your blog. You can start by checking out Taboola’s Landing Page Optimization Tips, Tactics, Tools and Examples. This is one of the real strengths of online media: You can make continuous changes and iterate repeatedly to boost results. ## How to Improve Website Metrics Track your blog’s metrics regularly to understand your audience and your content’s performance. For example, devote some time each month to check on the most important numbers for your blog and try to identify patterns and areas that could benefit from changes. Get more eyeballs on your blog by increasing and optimizing your paid media spend and watching it closely, so each dollar has an impact on growing your audience totals. Some outside help is available from companies like Taboola, which will optimize your headlines and images with A/B testing and provide intelligence from other customers, such as their publisher benchmark report. You can improve your content quality and write more based on what blog post topics receive the most engagement and clicks from organic search. You can also do things to increase page depth by providing more cross-links to other pages and content recommendations within each blog. For instance, adding a tool like Taboola Feed can help here. Rather than letting a blog post become a dead end on your site, provide a link and suggestion to go elsewhere on your site for related content. ## Common Mistakes to Avoid When Analyzing Your Website Metrics It can be easy to obsess over inexplicable blips in your website metrics, especially with sudden drops (or surges) in traffic. Here are some common traps to avoid when analyzing your data: - Looking at numbers in isolation: Raw numbers without context can lead you down the wrong path entirely. A high bounce rate on a contact page, for example, might mean people found your email or phone number and will reach out, not that they’re dissatisfied with your site or its content. - Obsessing over vanity metrics: Going viral with page views while ignoring conversion rates is like celebrating a packed restaurant where no one orders food. Instead, focus on metrics that move the needle on your business goals rather than the ones that make you feel good. - Ignoring mobile performance: Many web users are accessing websites through their mobile devices rather than desktops. That’s why you can’t afford to treat desktop user metrics as your only source of truth. Mobile users often have different behaviors and expectations, and they require separate analysis and optimization strategies. - Not setting benchmarks: Flying blind without established benchmarks won’t be as fruitful to your marketing efforts if you don’t know what “good” looks like. Set realistic goals based on your industry, historical performance, competitors and key business goals to give your metrics meaning. - Forgetting about seasonal trends: It’s easy to get discouraged when you see big drops in traffic or engagement, but don’t forget that there are seasonal patterns that can impact website metrics. Always look at year-over-year comparisons and take seasonal fluctuations (such as the winter holidays when traffic might slow down) into consideration when analyzing performance data. - Not segmenting data: Looking at aggregate data alone without digging deeper into metrics by traffic source, device type and user behavior isn’t helpful. Break down your metrics more granularly to get actionable insights that will better inform your website content decisions. - Overreacting to short-term changes: If you see a big traffic or SEO keyword ranking change, your gut instinct might be to go on a content overhaul spree. But making major content strategy shifts based on just a few days or weeks of data is like changing your investment strategy because of one bad day in the stock market. Look for sustained patterns and trends before making big changes. Keep in mind, too, that Google regularly updates its rules and algorithms. These changes can have an outsized impact on your website’s performance. ## Key Takeaways To effectively achieve your business goals, it is important to focus on website metrics that truly matter. Rather than fixating on a single snapshot, tracking trends over time provides a more comprehensive understanding of your website's performance. Regularly monitoring specific metrics can offer valuable context about how users interact with your brand, helping you uncover patterns and insights. By leveraging this data, you can make informed decisions about where to allocate your marketing efforts to maximize return on investment (ROI). ## Frequently asked questions (FAQs) ### How do I analyze my website performance? Start with Google Analytics 4, which is a comprehensive tool that tracks audience insights, organic search traffic, direct traffic, paid search, email, and social platforms. Your website content management system might also offer a built-in analytics function, but Google Analytics is most widely used. A paid SEO tool, such as Ahrefs or SEMrush, can help you do SEO competitor research and track keyword rankings. ### What are the top three website performance metrics to monitor? The top three metrics to pay attention to are the conversion rate (tied to your specific objectives), user engagement (time on site and pages per session) and the bounce rate in context with the purpose of specific pages. While traffic and page views are important to inform you of what content performs well, traffic without conversions or deeper engagement may signal that your content isn’t doing enough to keep visitors engaging with other pages on your site. ### How do you benchmark your website? It’s best to analyze patterns and trends over time. Some content-heavy publishers (like blogs) pay attention to weekly or monthly performance data. Otherwise, you can benchmark your metrics to historical data, industry standards, direct competitors and your own business goals. Remember, your website metrics provide valuable insights into how well your content connects with your target audience. Regular monitoring and reporting can help guide you toward making better content marketing decisions that can lead to stronger business results. --- ### Opinion: 5 Things Publishers Should Demand From Google and Facebook URL: https://www.taboola.com/marketing-hub/opinion-5-things-publishers-should-demand-from-google-and-facebook/ Last Modified: 2026-06-22 08:33:21 $1 billion pledges are nice, but their partners deserve more. Consumer companies, including the industry's favorite duopoly, rightfully put consumers first. But Facebook and Google too often forget about publishers, their partners on the open web. It's a problem when such companies become more important than their partners—especially when the majority of their revenue comes from consumers, while partners rely mostly on the companies for revenue. Imagine if Facebook and Google were dependent on publishers to reach consumers? What would they do differently to ensure publisher sites thrived? Recently, both Facebook and Google pledged to invest $1 billion to pay for content that fuels their services. Not everyone agrees on how valuable this actually is, and it's unclear if the money represents the true value of content appearing on search engines and in social feeds. More importantly, is this what truly matters to the open web and to publishers? Here are 5 things publishers should demand from Google and Facebook to prove their commitment to supporting journalism, publishers and the open web. ## Send traffic, don't host it Big Tech should pledge to send traffic to the open web instead of coming up with new ways to host it. We don't want any more solutions like Instant Articles. These types of initiatives have killed sites like The Awl and DNAInfo. Publishers like money, but they like direct relationships with consumers on their sites even more. ## Use your insights to improve the open web The data Facebook and Google uses for their own services helps them monetize and engage consumers on social feeds and search pages. They should share what publishers' customers are reading and watching on their platforms. This would give publishers a better idea for content they should create, how to create more engaging journalism, how they can better personalize their sites and more. ## Build an early warning system to protect publisher traffic When almost 50% of the open web's traffic comes from social networks and search engines, every small change to the algorithms, or how traffic is being sent, creates a butterfly effect in the open web. Sites including Mic and The Little Things have suffered tremendously after waking up one day to changes in traffic. If 100% of Google's and Facebook's revenue came from sites such as Mic, they would immediately try to help fix a decrease in traffic. What should happen? When a segment of publishers experiences a more than 10% of traffic fluctuation in traffic—a threshold commonly used in service level agreements between firms—Google and Facebook could commit to a cure period to try and help the publisher. ## Help get 3 billion people on the open web to login Google and Facebook should encourage consumers to log into publishers' sites—in addition to Facebook and Gmail—and should help publishers with strategies to better serve those visitors. Publishers could then provide a more personalized and cross-device experiences and realize better average revenue per user. Google and Facebook could also help publishers sign up customers to newsletters, paid services, events and more. This will make the open web we need better and stronger. ## Defeat fake news and hate speech We've complained about Big Tech for years and the fake news and hate speech it has distributed. It is a risk to everyone, Facebook and Google included. Let's build a public policy and share bad actors' information with one another so we can all block them faster while making sure there is always diversity of opinion globally. A thriving open web is good for people, for publishers' businesses and for Facebook and Google too. It's great for making search engines and social feeds more interesting, and better for the hundreds of thousands of employees who work for the platforms. --- ### User Engagement: Definition, Tactics, How To Measure URL: https://www.taboola.com/marketing-hub/what-is-user-engagement/ Last Modified: 2026-06-22 08:40:08 ## What Is User Engagement? User engagement is the umbrella term for any interaction users have with your brand’s website, such as purchasing a product or completing a lead form. Since user engagement is so broad and every business is unique, you should decide which user actions are most meaningful to your brand and consider those as the guidelines for benchmarking and evaluating engagement. Start by assessing where your target users are in the funnel. ## Why Is User Engagement Important? User engagement is crucial because it tells you how valuable your products, services, or solutions are to users. Those who value your products become repeat customers, recommend your products, boost your referrals, and upgrade to higher subscription levels. As such, higher user engagement can yield higher conversion rates and, ultimately, revenue growth. Investing in user engagement can pay off immediately and in the future. For instance, a positive interaction can lead to long-term loyalty, yielding higher conversion rates and, ultimately, significant revenue growth. For instance, data from Invesp indicates that around 80% of Americans are in loyalty programs, which are synonymous with customer engagement. Once in those programs, those users are 60% more likely to make a repeat purchase. User engagement sets up your brand for success, allowing you to engage with those users at every step of the funnel. ## What Affects User Engagement? To improve user engagement, it helps to understand the factors that influence it. ### Content Quality and Relevancy Every engagement lost is one that a competitor with better or more relevant content likely won. That’s true whether you’re reaching for a better spot in the SERPs or attempting to capture 30 seconds' worth of attention from a social media user. Content quality requires diligent research, a robust, outcome-driven strategy, and content leaders who recognize the value of clean content and unique storytelling. ### User Experience (UX) A good user experience boosts user engagement. A suboptimal one does the opposite. Regardless of your industry, users are generally flush with options. A slow, antiquated or impersonal experience can quickly send a user to the welcoming arms of the competition. When you take the time and resources to analyze and improve the user experience, you invest in customer satisfaction and loyalty. ### Personalization and User Connection Marketers constantly compete for a fraction of a user’s attention. Personalizing content to resonate with each user can foster a long-term relationship and conversions. Efforts to tailor content at the user level, such as targeted product recommendations, curated homepages, custom newsletters, and emails, create a sense of connection and community that is often lacking. Taboola’s Homepage For You is an excellent example of how personalization can win over users. When implemented, publishers who leveraged this AI-powered tool experienced a 30% to 50% lift in CTR. ### Trust and Credibility Quality content, a reliable UX, and personalized content yield trust. And when users trust the content they’re consuming, they’re far more likely to interact with it and seek out the source for future, relevant needs. They’re also more likely to share their experience with your brand via social platforms. Investing in authentic story-telling — directly or through partnerships with other organizations or industry influencers — can further solidify trust and credibility. Once users recognize that authenticity, they’re more likely to become loyal to your brand. ### Incentives for Engagement Incentives are what keep users coming back. There’s always a place for traditional incentives — referral programs, discount codes, free shipping offers for repeat business, and the like. But brands that win in the engagement space take the time to understand what drives their audience. Then, they leverage that knowledge to create a true incentive, whether that’s gamifying social platform engagement, influencer recognition for loyal followers, or something specifically unique to your audience. ## 5 Top User Engagement Strategies Not sure how to cultivate engagement? Try these strategies to capture your users. ### 1. Personalized Content Users engage more with a site, platform or piece of content when their experience reflects their needs and wants. Fortunately, today’s marketers benefit from finely honed algorithms and AI capabilities that can build robust, highly personalized content. Leveraging the data and resources available can help you create content targeted to breed loyalty and confidence. ### 2. Interactive and Immersive Content Engagement thrives on interaction and keeping users on the page or in the app. To encourage user participation, incorporate polls, quizzes, videos, or interactive content. Platforms that offer immersive ad experiences, such as native video ads, often see higher engagement rates and deeper connections with audiences. ### 3. Gamification Gamification has become to the early 2020s what video was to marketers in the 2010s. Companies including Pepsi, Starbucks and the increasingly present Temu have harnessed this strategy to build engagement and revenue. Your gamification strategy can be as simple as a loyalty/milestone program or as complex as a multi-level quest. Before you gamify your engagement strategy, complete a thorough audience analysis to help you determine which styles of games and rewards (can’t forget those!) will resonate most closely with your audience. ### 4. Leveraging User-Generated Content Engagement only comes with trust. You can build brand trust by amplifying authentic voices. Encouraging customers to share testimonials, reviews, or content featuring your brand fosters authenticity and builds community. ### 5. Learning What Works Best The strategies above can increase engagement, but only with ongoing, deliberate and well-tracked testing and performance monitoring. In that sense, testing is a supportive strategy that allows you to pinpoint what works and what doesn’t, building on the knowledge you glean every step of the way. Learn how to do this in the next section. ## What Are the Best Metrics for Measuring User Engagement? Knowing how to measure user engagement is essential to growing your business. Tracking and analyzing metrics that indicate user engagement levels allows you to determine the perceived value of your content, product offerings, or services. Every business is unique, so there is no single set of metrics to follow. You may want to add others specific to your business, but the four described below will show you where you are succeeding while revealing areas for improvement. ### Metric #1: Pageviews Measuring pageviews is one of the most standard ways to evaluate user engagement. Pageviews indicate how many times a page is loaded or reloaded. Monitoring pageview metrics can help you gain valuable insights into your site, including traffic trends and strategic SEO outcomes. As a general rule of thumb, higher views indicate users are interested in the page’s content and that the page scores high in SEO. To see pageviews in Google Analytics 4 (GA4), click on Reports > Life cycle > Engagement > Pages and screens. Using a tool like SimilarWeb can also help you see how your site’s pageviews and other engagement metrics compare with those of your competitors. ### Metric #2: Time on Page Today, users are bombarded by content, so if you can capture their attention, you’re on the right path to engagement. It takes about 2 minutes for a person to read 500 words. If you have a blog post with 1,000 words and see users spending 3 to 5 minutes on that page, you’ve got engaging content that’s resonating with users. In GA4, you can know how long a user is on a page or site by monitoring Average Engagement Time. In its current iteration, GA4 offers insight on average engagement time for the following: - Across your site. - Per session. - By page. You can see these metrics by logging into GA4 and clicking Reports > Life cycle > Engagement > Overview. From there, click on the desired metrics listed above. ### Metric #3: Bounce rate Bounce rate is the percentage of sessions in which a user left your site in fewer than 10 seconds — and without clicking on or otherwise engaging with the page. A high bounce rate can indicate various issues, including a poor user experience or a landing page that didn’t meet user intent. Low bounce rates suggest that users are engaged with content. When paired with strong engagement times, a low bounce rate means you’re engaging users and providing them with a valuable experience. To view bounce rates, add the metric to your Pages and Screens report by clicking Reports > Life cycle > Engagement > Pages and Screens. From Pages and Screens, find Report Data and select Metric > Add metric > Bounce rate. Once added, bounce rates will appear in your Pages and Screens report. ### Metric #4: Conversion rate A conversion can be any action a user completes, such as signing up for an email list, purchasing a product or subscription, leaving a review, or downloading your app. Measuring conversion rates is paramount to successfully building marketing strategies that breed engagement. The first step in tracking conversions is to determine what defines the event. Once you have defined a conversion, you should set each conversion point as a key event in Google Analytics. You can set up key events by clicking Admin and selecting Property settings > Data display > Events. From the events window, choose Create event > Create. Enter your preferred event name, such as “email_campaign.” Then, follow the prompts, choose the conversion conditions and select Add. ## How to Improve User Engagement You can improve user engagement by taking all the data you collect and using it to inform your engagement strategy. For instance, data may indicate that customers prefer a specific type of content or follow a common pattern — such as using a chat feature — before completing a purchase. Likewise, you may find implementing a free shipping offer lowered your abandoned cart rate or increased order values. On the other side of the scale, consider a survey of your most engaged users to help you identify their disengagement tipping points: high prices, lack of variety, or too many steps to complete an action, for example. Use those results to test strategies with active users. Increasing user engagement isn’t a straightforward task. Still, some tried-and-tested strategies deliver every time. Consider one of these improvement strategies if you’re experiencing an engagement issue. ### Improvement strategy #1: Personalized on-site experiences Taboola’s solution for user engagement for publishers utilizes a predictive engine to personalize on-site experiences. This keeps users on-site longer and encourages them to return more often. You can use Taboola to recirculate your organic content and funnel users towards high-value pages. Taboola’s ‘Read More’ buttons are an ideal way to engage mobile users. Publishers see an average of a 20% uplift in CTR for sponsored and organic content recommendations that sit below the button. ### Improvement strategy #2: Engaging content Users are hungry for great content, so feed that appetite to increase engagement. Whether you are creating blogs, podcasts or videos, consistently provide helpful, valuable, and engaging stories and content. For instance, video content can lead to substantial engagement gains, with data from Aspiration Marketing indicating that videos can yield a 1200% increase in shares. Interactive content and infographics are extremely effective at engaging users. According to recent data from Search Logistics, infographics are 30% more likely to be read than written articles. Further, articles incorporating infographics generate over 170% more inbound external links, which can lead to increased reach and engagement. There are numerous ways to create or improve your existing content. Key metrics, such as bounce rate and time on page (see above), can help you determine which types of content work best for users at various stages of the funnel. ### Improvement strategy #3: Seamless user experience Giving users a smooth, engaging website experience will increase conversions and revenue. To reach that goal, leverage conversion rate optimization (CRO). Start by examining your analytics to identify what might drive or stop people from completing a specific action, such as the checkout process. Then, start A/B testing your hypothesis, changing one element at a time and evaluating the results. Test every element of your site. You might find that tweaking a page layout, changing the color of the text on a button, or moving the CTA to a different place generates higher conversion rates. ## How to Leverage User Engagement to Enhance Performance User engagement isn’t just about keeping users active on your site or platform — it’s a valuable tool for optimizing overall business performance. Analyzing how users engage with your page and integrating user patterns and feedback can help you refine your marketing strategies, improve your product offerings, enhance customer satisfaction, and ultimately increase your conversions. Here are a few ways you can start to leverage engagement to enhance overall performance: ### Keep Track of and Analyze Engagement Data Engagement data becomes especially powerful when aligned with bottom-line KPIs. Metrics like time on page, CTR, and conversion rate help you understand what’s resonating, while ROAS, CPC, and CPA ensure you’re spending efficiently. Tip: Monitor CTR to identify which creative and messaging spark the most engagement. Leverage tools like Taboola’s Creative Insights to A/B test and double down on high-performing variants. Then, layer in ROAS and CPA to ensure those clicks are translating to cost-effective conversions. ### Optimize Conversion Funnels Using Engagement Insights Engagement doesn’t always translate to conversions. User drop-offs can signal a messaging misalignment or issue such as vague CTAs, slow-to-load pages, or unnecessarily complicated checkout processes. Tip: Review conversion rate alongside CTR. A strong CTR with low conversions typically means your landing page isn’t meeting expectations. Align your ad copy and creative with the page experience, reinforce your value proposition, and simplify your CTAs to reduce friction. ### Personalize User Experience Across Channels It’s easy for customers and site users to feel like “just another number,” adding to your site traffic and CTRs, but a little customization can go a long way in helping find value in your site and product. Tip: Use engagement data to refine personalization strategies and segment campaigns by audience and funnel stage. Bid more aggressively on high-intent users to boost ROAS, and personalize content using AI-powered tools like Taboola’s SmartBid to dynamically adapt based on behavior. ### Bring Insights to the Product (Or Service) Level So much of the data we track is used to analyze the customer's journey and improve their online experience, but engagement data can also drive product and service improvements. That can be especially true if you’re experiencing high engagement but low conversions. Tip: User behaviors can provide insights into product preferences and feature demands. Use insights to refine offerings, reposition messaging, or introduce new solutions better aligned with user demand — all while tracking conversion rate and CPA to ensure profitability. ### Boost Retention with Strategic Engagement Tactics Customer acquisition can be costly, and that money is easily wasted if you don’t spend time (and resources) establishing customers. Further engaging those customers is key, as those who are engaged are far more likely to turn into repeat customers. However, engagement can also be stifled by stale campaigns or overused tactics. Tip: Combat ad fatigue by rotating creative regularly and setting frequency caps to prevent overexposure. Use engagement and impression metrics to identify where you're gaining (or losing) visibility, then scale budgets or bids to maintain momentum and grow your share of voice. Further, explore common tactics in the context of your user engagement data and platform capabilities to determine if retention tactics like loyalty programs, gamification, exclusive perks, or immersive content will work for your brand. ## Key Takeaways Measuring and improving user engagement is a long-term strategy involving constant data analysis and ongoing initiatives to apply your knowledge. Engaged users often represent the smallest portion of users, but they’re the group most likely to generate conversion and providers. Optimizing your user experience to increase engagement is wise. Set up your technology stack to include Google Analytics so you can easily access your data and add additional solutions that offer value and insights. Numerous top-tier publishers use Taboola’s Audience Engagement platform because it delivers on its promise of increasing user engagement. Remember that to start this journey, you must first define the thresholds that indicate an engaged user, then focus on the most meaningful metrics for that user. Test, measure, and test again to find that sweet spot that brings the most user engagement, and you’ll be on your way to growing a profitable business. ## Frequently asked questions (FAQs) ### User engagement vs. customer engagement: What’s the difference? User engagement refers to how actively an individual interacts with your brand on a specific platform, such as your website, app, or social media account. However, users aren’t necessarily paying customers, and user engagement metrics reveal how individuals spend their time on your page, site, or app. As the term suggests, customer engagement is specific to users who have completed a purchase or other conversion task, such as signing up for a webinar or completing a lead form. Understanding user engagement can help you get a look at the marketing funnel from the top down. Customer engagement data can help you better understand your customers, including loyalists, and implement marketing strategies that foster ongoing relationships. ### What is a good user engagement percentage? Depending on your industry and the platform, a good engagement rate is typically 1% to 6% or higher, though that can vary by industry, audience size, and platform. One rule of thumb defines good as 3% or higher; excellent requires an engagement rate of 6% or higher. According to recent Hootsuite data, brands in the Consumer Goods & Retail space have an average Facebook engagement rate of 2.3%. That number is nearly doubled for brands in the Healthcare, Pharma and Biotech space, which has an average Facebook engagement rate of 5.9% ### What are the four pillars of customer engagement? The four pillars of customer engagement are - Personalized content. Creating customer-tailored messaging, experiences, landing pages, etc., creates value for new customers and entices loyalty among existing customers. - Quality content. Whether you’re designing personalized emails, social campaigns, or a library of evergreen pages, your content must be accurate, valuable, and relevant. - Consistency. Brand consistency may be easy to overlook, but it creates credibility and trust. Maintain consistency in messaging and brand identity across all channels, including social media, your website and, if relevant, your physical location. - Customer feedback and response. Encourage users to share and act upon their feedback to ensure they’re heard. You can garner feedback through essential product/service review opportunities, surveys, and social media engagements. --- ### Accelerated Mobile Page (AMP): Importance for Small Business Publishers URL: https://www.taboola.com/marketing-hub/what-is-amp-accelerated-mobile-page-and-how-it-can-help-your-website/ Last Modified: 2026-06-22 08:45:24 If you've ever clicked on a mobile news article in Google search results, you might have seen that the resulting URL starts with www.google.com/amp. So even if it's an article from The New York Times, Politico, or The Wall Street Journal, its hyperlink will start the same. That's because it's a part of AMP, or Accelerated Mobile Pages, an initiative started in 2015 to improve mobile content for consumers and publishers. Though AMP was launched by Google, it was also created as an open-source project in collaboration with publishers and platforms to make it easier for users to access and consume websites, stories, ads, and emails on the go. That means AMP is not just for major publishers. Small publishers and niche blogs can also benefit from using AMP to optimize their websites and deliver better audience experiences. Here's what you need to know. ## What is Accelerated Mobile Page? ​Accelerated Mobile Pages (AMP) is an open-source HTML framework developed by Google to enhance the performance of web pages on mobile devices. Google launched AMP in 2015 to “dramatically improve the performance of the mobile web." In short, this framework uses HTML code to create fast-loading mobile pages. As the company's announcement post stated: We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you're using. Although AMP was initiated by Google, it remains an open source project, meaning developers can contribute to its code and framework. AMP began in partnership with platforms like Twitter, WordPress, and Adobe Analytics, and has gone on to include other key partners, such as Taboola. According to the AMP website for developers, everyone from publishers and e-commerce companies to advertisers and email marketers can use AMP to build more lightweight, user-friendly websites and ads. (Source) ## What's the Difference Between AMP Websites and Mobile Landing Pages? The biggest difference between AMP websites and mobile landing pages is that AMP websites are built to load more quickly. That's because they use the AMP HTML framework, which is easier for browsers to read and render across mobile devices. They also use cached content that's already stored and ready to load, decreasing wait times for users. Publishers can have both mobile landing pages and AMP versions of those landing pages existing at the same time. ## Why Is AMP Important for Small Business Publishers? Small business publishers can use AMP to improve user experiences on mobile and meet key metrics for their websites. In a time when over half of all web traffic comes from mobile devices, but conversions are lower on mobile than desktop, those optimized experiences are crucial. Google also found that, for optimal engagement, mobile pages should load in 3 seconds or less. Yet a whopping 70% of mobile pages take more than 7 seconds to display all content. Even worse, as page load times jump from 1 to 6 seconds, the probability of visitors bouncing increased by 106%. That means many publishers are leaving valuable traffic, conversions, and revenue on the table due to poor loading times. That's what AMP aims to help with. To spell it out more clearly, the biggest benefits of AMP include: - Faster website and content loading times across devices. - Increased website engagement and conversions due to more seamless experiences. - Decreased bounce rate since users will have shorter wait times. - Improved ranking in Google search results. - Easier development processes since you're tapping into a built-in framework. Especially if your mobile landing pages include rich content like images and videos, AMP can help you keep those interactive features without sacrificing usability. Media company Complex Networks, for example, saw a 71% increase in site visitors and 90% increase in sessions by converting the majority of its pages to AMP. And tech publisher Gizmodo saw a 3X faster page load speed and 50% increase in impressions per page view by creating AMP website pages. ## How Do AMP Websites Work? AMP essentially uses a pared-down version of HTML code to load page elements more quickly. For example, a website can include AMP HTML code like amp-analytics to track metrics, amp-access for paywalls, amp-app-banner for fixed banners, and amp-animation for animated images. Google can also cache AMP pages so they're pre-loaded and ready to display on a user's mobile device before they even click the link. ## How Can You Create AMP Content? Publishers can use AMP to create their own fast-loading websites, stories, ads, and emails. In fact, many developers are able to create AMP versions of their pages within a week using standard tools like Google Web Designer. The website also includes a range of guides and tutorials for getting started with AMP. Publishers can take free AMP courses and download pre-made AMP templates for creating different kinds of content like image galleries, app install pages, and simple blog layouts. ## How Can You Use AMP with Taboola? As the world's leading content discovery platform, Taboola delivers recommended content across a network of premium publisher sites including NBC, USA Today, The Atlantic, and Fox Sports, reaching over 750 million unique visitors each month. In turn, those publishers enjoy increased revenue and engagement, delivering personalized ad experiences for their partners and website visitors. For those publishers, it's easy to add the Taboola widget to an AMP page with a simple amp-embed tag. The resulting recommendation widget is responsive and resizable across screens, reaching readers on the article page right when they're ready to consume new content. ## AMP Up Your Mobile Loading Speed On mobile devices — where users have their pick of apps, web pages, and content to choose from — every second counts. This is especially true for small business publishers who are trying to grow their brands, build communities, and meet their bottom line. That's why AMP is such a valuable tool. With just a few changes to their code, publishers can improve loading times for mobile readers and make it as easy as possible for people to access their content. So no attention, revenue, or engagement is lost between the click and the webpage. Find out how Taboola is helping publishers share content. --- ### “By Fans for Fans”: The ClutchPoints Audience Strategy that Led to 1 Billion Views URL: https://www.taboola.com/marketing-hub/by-fans-for-fans-the-clutchpoints-audience-strategy-that-led-to-1-billion-views/ Last Modified: 2026-06-22 08:36:48 Nish Patel doesn't tend to have a hard time figuring out what sports fanatics are obsessing over. After all, he's one of them. Patel also happens to be the founder and CEO of ClutchPoints, a sports-focused media company that started in 2012 as a network of Facebook fan pages and has grown to include a website that recently surpassed 1 billion views. ClutchPoints is one of hundreds of publishers around the world who use Taboola Newsroom, our real-time audience analytics platform, so we've seen firsthand how the company's writers, editors, and developers stay extremely focused on meeting and surpassing audience expectations. But sustained growth in sports media is no small feat. So when ClutchPoints hit 1 billion views, it seemed like the perfect time to catch up with Patel to learn more about his journey and what the company does to stay ahead of the trends. "It's a tough industry to make money; there's a lot of competition," Patel says when asked to reflect on the 1 billion page view milestone. More than anything, the accomplishment is viewed by the company, which employs over 100 people, as a validation of the work they're doing and a signal of business success that will allow them to continue to do the work they enjoy while creating their own rulebook. ## ClutchPoints Past and Present ClutchPoints, like most media companies, has a website as its home base. However, a lot of what makes ClutchPoints unique is its massive network of social media channels and groups dedicated to specific teams and individual players. Much of the ClutchPoints content consists of memes and graphics made to be consumed fully on a social platform. Chris Paul is the true definition of a floor general - he literally makes every team he's on better 💯: 👉 Turned Hornets... Posted by ClutchPoints on Monday, March 22, 2021 This native content was how the company got its start in 2012 when Patel started a Derrick Rose fan page on Facebook as a distraction from his studies at UCLA. The page quickly grew to an audience of over 100,000 fellow fans. Seeing the potential, Patel then created an NBA meme page that got over 1 million fans in a month.The gap in the market ClutchPoints was seeking to fill was that big sports networks like ESPN just weren't creating enough team-specific content to fill the ravenous appetite of the most dedicated fans. With the help of others in a UCLA incubator program, Patel endeavored to create pages for every single team in various sports. The network grew to over 20 million fans across networks, and ClutchPoints was off and running. Today, ClutchPoints continues to stand out with its "eccentric" graphics, mini-documentaries, and unconventional story angles. "It was always putting ourselves at the same level of the fans: content by fans for fans," Patel says. "Everything should be personable and not have people feel like ClutchPoints is 'above' them. It's more like a friendship." ## Obsessed With Audience Part of keeping fans in the front of mind is consistently looking for more nuanced ways to understand what's getting them excited and then betting on their ability to drive those topics home. "If we see something that's trending, we double down on it until it's no longer trending," Patel says. "The goal is to give fans what they really care about." But that brings up the age-old question of how to understand when something is going to be the next trend. Do you follow the gut instinct of expert editors or try to read the big data tea leaves? Patel says it's roughly a 50-50 equation. Some editors have fantastic instincts, while others need a bit more of a push in the right direction. "You can be an expert but not have a pulse," Patel says. To fill in these gaps, ClutchPoints relies heavily on various audience analytics platforms. "Instinct definitely does help to a certain extent, especially for new events when the data hasn't caught up yet," Patel says, adding that looking at the metrics helps his teams develop a nuanced understanding of what the audience cares about. In Taboola Newsroom, ClutchPoints writers and editors look to get a quick glimpse of what stories are trending that day. Patel says the straightforward user experience, real-time breakdown of referral sources, and section/author-specific data makes it easy for the team to stay aligned with its audience. The question everyone's looking to answer: "Are people reading my stuff, and do they like it?" Their data crunchers then try to combine data from multiple analytics platforms into weekly lists of "can't miss" topics the writers can focus on, such as whom to nab from the fantasy waiver wires or the latest on LeBron. Intense focus on these evergreen topics over months and years has allowed ClutchPoints to establish domain authority, a crucial SEO asset. One of many examples of how focusing on deeply engaging audiences creates virtuous cycles. ## The Next 1 Billion ClutchPoints does not plan to slow down anytime soon. Patel hopes the company can evolve from being thought of as a media company to a sports lifestyle brand. They know the digital media landscape has been treacherous terrain over the past decade. "The issue was that a lot of were overnight Facebook successes — we were too — but they never diversified," Patel says. "They weren't able to deliver on goals in a changing ecosystem." With that in mind, the next big step for ClutchPoints involves expanding beyond their traditional focus on basketball and football to include more sports and niches such as gaming, soccer, and professional wrestling. With the variety of audience characteristics these niche's present, expect ClutchPoints to rely heavily on its "by fans for fans" philosophy to forge a path forward. Reach out to fran.b@taboola.com to learn more about Taboola Newsroom. --- ### Native Advertising Vs Sponsored Content — What's the Difference? URL: https://www.taboola.com/marketing-hub/native-advertising-vs-sponsored-content/ Last Modified: 2025-11-23 14:08:52 Sponsored content and native advertising may seem similar, but they have important distinctions that marketers should know about. Both native advertising and sponsored content provide seamless and intuitive experiences for readers. They also have different forms and functions, however, which impacts how they're distributed and monetized. Here, we share what advertisers must know about these strategies' uses, benefits, similarities, and differences — so you can decide when they're right for your campaign needs. ## What is Native Advertising? Native advertising is a form of advertising where the ad units match their surrounding content and context. Native ads can take the form of website content, social media posts, search ads, and email ads. Since they're designed to blend into whichever page they're on, they provide more engaging and less disruptive user experiences. There are many native advertising platforms that advertisers can use to reach built-in audiences with their campaigns, increasing leads and sales. ### What Does Native Advertising Look Like? Native ads often include a headline, image and a description or caption. They are usually clickable – readers can click through to see the advertised article, video, product, or landing page. Specifically, native ads can take many forms, including: - In-feed social media ads - Sponsored search results - Recommended content at the end of articles - Email newsletter ads - Promoted products on e-commerce marketplaces Native ads are sometimes tough to spot in the wild, as they often match their surrounding content. The biggest difference is that native ads are labeled with disclaimers, such as “Promoted," “Sponsored," or “Ad." ### Why Would You Use Native Advertising? There are many reasons to use native advertising, such as to drive awareness about certain content and messaging, increase website traffic, and generate leads and sales. Native ads can also be targeted to specific audience segments, so advertisers know they're reaching consumers who are most likely to respond and engage with their campaigns. In fact, that's why Taboola exists — to help advertisers deliver personalized content across premium publisher websites and capture people's attention right when they're ready to discover something new. Look at these statistics to better understand the effectiveness of native advertising: - Native ads receive 53% more views than traditional display ads - Native ads generate 40 times higher CTR than traditional display ads - 71% of consumers say they personally identify brands after viewing their native ads ### Is Native Advertising Good? In a word, yes. As with any strategy, there are pros and cons to native advertising, but overall it's used to effectively scale campaigns and reach audiences without disrupting their experiences. ### Examples of Native Advertising Advertisers use native advertising to deliver personalized articles and videos to people on the open web, such as with this recommended content on USA Today: Native ads can also take the form of search results. Say you Google "best summer shoes." The first results on the page are native ads, paid for by brands vying for those top spots: Native ads can also be used on social media. On Facebook, for instance, advertisers launch native ads that fit right into users' feeds: For more inspiration, check out these native advertising examples. ## What is Sponsored Content? Sponsored content is an article or video on a publisher's site paid for by an advertiser. Like native ads, sponsored posts also take the form of their surrounding content and context. As such, sponsored content is commonly considered a form of native advertising. ### What Does Sponsored Content Look Like? Sponsored content generally takes the form of an article or video on a publisher's website. The New York Times, for example, runs its T Brand Studio dedicated solely to creating interactive articles on behalf of advertisers. Forbes launched its Brand Voice arm to do the same. In each case, the resulting sponsored content looks just like any organic content on the site, but it includes a disclaimer, such as "Sponsored" or "Paid Program." See more sponsored content best practices to consider for your strategy. ### Is Sponsored Content Right for You? Figure out whether sponsored content works for your advertising needs by considering the pros and cons of this strategy. #### Pros of Sponsored Content The benefits of sponsored content include: - Fitting seamlessly into the user experience - Providing value to consumers who are looking for helpful information in the form of an article or video - Reaching built-in audiences of readers on publisher websites #### Cons of Sponsored Content The disadvantages of sponsored content include: - A risk of frustrating or confusing readers if they can't easily discern that an advertiser paid for the content - Higher costs, since sponsored content placements are commonly purchased directly and exclusively from publishers - Navigating the time-consuming process of creating original, long-form content from scratch ### Examples of Sponsored Content In this example of sponsored content, Mountain Dew paid for this VICE article about snowboarder Julia Marino: Over at The New York Times, Dropbox sponsored an interactive, graphic-filled article about starting businesses in 2020: Meanwhile, Forbes worked with Capital One to publish an article about payment technologies that businesses can use to enable no-touch purchases: ## Key Differences Between Native Advertising and Sponsored Content Native Advertising Sponsored Content Definition Paid ads that match their surrounding content and context Paid content in the form of a long article or video Benefits - Fits seamlessly into the user experience - Reaches built-in audiences or readers or viewers - Targets segmented audiences based on interests and behaviors - Scales campaigns across platforms and the open web - Fits seamlessly into the user experience - Reaches built-in audiences or readers or viewers - Educates or entertains readers with in-depth content Formats - Recommendation widget - Social media post - Search result - Email ad - Blog post - Article - Video ## Key TakeAways It's important for advertisers to choose the strategies that work best for their messaging, goals, and audience behaviors. Once you land on the right marketing mix, be sure to find the best practices and services you need, such as Taboola's Content Discovery Platform, to inform your campaigns and deliver results. --- ### Consumers Trust News: Enhance Brand Safety with Taboola High Impact Controls URL: https://www.taboola.com/marketing-hub/consumers-trust-news-enhance-brand-safety-with-taboola-high-impact-controls/ Last Modified: 2025-01-26 12:30:45 We recently launched Taboola High Impact, a new advertising solution developed for brand marketers and agencies to help drive brand awareness. Taboola High Impact includes new ad placements and access to a treasure trove of data and insights, but it also includes brand safety and suitability controls that provide peace of mind for advertisers without compromising campaign performance. ## Advertising on News Sites Increases Brand Trust A rise in controversial events and socio-economic impact from the pandemic has put more pressure than ever on brands and agencies to ensure their brand is safe. Over the past year, this has resulted in many brands adopting traditional avoidance strategies and or action that over-strictly blocks entire categories, like news. But, as IAB research shows us, advertising alongside news works. "84% of consumers feel that advertising within the news either increases or maintains brand trust." - IAB Over-blocking an entire category like news means you no longer have access to large portions of audiences or ad supply, and isn't the most effective way to remain brand safe while still achieving results. News is brand safe, increases brand trust, and drives business results… shouldn't be ignored." - David Cohen, CEO, IAB Our brand safety and suitability tools allow you to stay safe, while also reaching places where relevant consumers are engaged in high volume. ## How Taboola High Impact Solutions Keeps Brands Safe The Taboola High Impact solution unlocks the ability for brands to control what's around their ad. For example, you can choose to purchase placements alongside editorial content exclusively. We also recently launched a first-of-a-kind brand safety partnership with IAS. The integration of IAS's technology into Taboola's platform ensures that your ads will never never serve on sites or articles that don't align to your preferred safety standards. When you control where your ads are served and what surrounds them, you prevent ad adjacency pitfalls and ensure your safety standards are met, on every impression. Working with Taboola, you can also leverage partnerships with the leading safety, verification, and measurement platforms, including IAS, DoubleVerify, and Moat. We're giving advertisers an intuitive way to ensure their ad placements are brand safe directly within Taboola's technology." - Craig Ziegler, SVP of Product Management, Integral Ad Science (IAS) Finally, we're TAG verified, meaning that we've received a TAG-ID, a unique, global identifier that allows all of our advertiser partners to verify our legitimacy and reputation via TAG. If you're interested in unlocking Taboola High Impact's brand safety and suitability controls for your next campaign, reach out to your account manager or contact us. --- ### Taboola High Impact Provides Unparalleled Attention With A Variety of Ad Placements URL: https://www.taboola.com/marketing-hub/taboola-high-impact-provides-unparalleled-attention-with-a-variety-of-ad-placements/ Last Modified: 2025-06-22 11:13:22 When it comes to brand awareness, when and where you meet someone is just as important as what you say. The placement of your brand's message, and the context that surrounds it, can make or break an interaction with someone who hasn't met you yet, or doesn't know you well. Taboola High Impact brings together ad format innovation in placements of high impact on premium editorial sites around the open web — which is becoming more and more important for brands. In fact, 70% of businesses prioritize news sites as the most important communications channel, more than corporate websites, print media and social media. It's also why many brands worldwide are already using Taboola High Impact to support their brand awareness efforts, effectively reaching over 500 million daily active users across the world's top publishers. ## How One Leading Real Estate Brand Reached Over 345,000 Families Looking for New Homes with Taboola High Impact Placements ImmoScout24 is Germany's leading online platform for residential and commercial real estate. They support 13.8 million online users each month on their way to acquiring their new home or commercial space. After COVID-19 was declared a global pandemic, ImmoScout24 wanted to reach young families who might be looking for new homes in a time when their home needed to operate as much more than just a home. They developed a video ad creative with an incredibly unique message — their video didn't showcase bedrooms, kitchens or bathrooms, but instead paid tribute to everyone's first home — the womb. They ran this video campaign using one of Taboola's High Impact placements, allowing their video to be distributed in highly viewable places across top sites on the open web. ## Placements Available in Taboola's High Impact Solution While we've traditionally been known for our placements at the bottom of the article, Taboola High Impact expands the opportunities for brands to connect with users throughout the publisher site. ImmoScout24's campaign exemplified how brands can use placements at the top of the Taboola Feed to drive high amounts of engagement and awareness in the moment of next — and is surrounded by brand safe organic content. This placement is always followed by editorial content, ensuring that your brand is never surrounded by anything other than what you bargained for. Brands are also able to reach people in key places, like homepages across sites on the open web, where their native ads sit alongside editorial content and are amongst the first recommendations a person sees when they land on a site. Taboola High Impact also includes several other placements in highly visible areas, including the front of section pages, mid-article placements, mobile-integrated news apps, and soon to come, within Taboola stories, offering brands multiple opportunities to connect with more people to meet their awareness goals. Our new placements are just one part of the Taboola High Impact solution — check out the rest of our series to see how our solution provides you with robust brand safety and adjacency controls, as well as how some of our brands have leveraged our powerful readership data and insights. Interested in a Taboola High Impact campaign? Contact us, or reach out to your account manager for more details. --- ### 9 Great eCommerce Promotion Ideas to Boost Conversions URL: https://www.taboola.com/marketing-hub/ecommerce-marketing-and-promotion/ Last Modified: 2025-03-31 12:49:26 There's no question that eCommerce is a challenging space. With the industry continuing to evolve and new technologies emerging all the time, developing effective eCommerce marketing strategies requires three things: knowledge, the ability to adapt, and the partners to help your business grow. We all know that site traffic is important, but to really stay competitive online, retailers need to also be eCommerce businesses, with a strategy that goes beyond traffic to generate both short-term sales and long-term loyalty. Tools like artificial intelligence (AI), social commerce, augmented reality, and personalization can give brands an edge, but only if they're leveraged to reach the right customers, at the right time, with the right offer. An approach that utilizes the best techniques for business growth can ensure you get your share of the dynamic multi-trillion dollar eCommerce market. Here are some of the best e-commerce promotion ideas that will take your business to the next level. ## Best Promotion Ideas for eCommerce Websites Once you have your eCommerce marketing strategies sorted, it's time to augment them with eCommerce promotion ideas that can drive new sales and help you retain customers. Special offers sweeten the deal for your potential customers, making it easier for them to justify a purchase and building affinity with your brand. With the help of paid advertising to programmatic advertising, you can guide customers down the purchase funnel, which can lead to both first-time buys and long-term loyalty. See how Deberoo uses Taboola to promote their eCommerce products. ### 1. Free Shipping Promotion Most eCommerce brands offer discounts on shipping, and there's a good reason for that: shipping is an aspect of your business that you can control and leverage to benefit your brand and increase sales. For example, implementing free shipping for the minimum order value can increase the profit from your orders, while prominently displaying free shipping offers can attract customers who might otherwise have passed you by. Pay special attention to shipping promotion opportunities around the holidays. This is a time when shipping discounts can mean the difference between a sale and a loss to a competing eCommerce site. ### 2. Percentage-Based Discounts Percentage-based discounts serve a purpose that's similar to shipping discounts on minimum orders; for example, promoting multiple items together can encourage higher sales. You'll likely find that while small discounts, for example in the 10-15% range, encourage purchases, larger ones perform even better. Consider an offer like "Buy 3 shirts, get 20% off a pair of jeans" to motivate customers to select multiple items in order to earn the deal. ### 3. Multi-Purchase Deals Even if a customer came to your site to purchase a single item, you have an opportunity to grow that sales by offering a multi-purchase deal. Most shoppers are familiar with the term BOGO (buy one, get one). Well, the same concept works beyond a one-to-one ratio. Experiment with offers like "Buy 2, get 1 free," especially for lower-priced items. ### 4. Quantity Discounts Bargain hunters tend to find quantity discounts, which offer more significant savings for larger purchases, very attractive. Consumers respond to the concept of quantity savings (e.g. "the more you buy, the more you save"), which can lead to higher average order values (AOV). Some eCommerce brands offer quantity discounts like "Buy 2 items, save 10%" or buy 5 items, save 20%." Trying multiple combinations on your site will offer insight into what type of promotion your particular customer base responds to best. ### 5. Flash Sale Campaign It's common knowledge that, from a psychological standpoint, people often want what they can't have. This is why a flash sale is so effective. A flash sale campaign can create a senses of urgency among your customers, inciting them to make a purchase while items last. A flash discount can generate buzz about new products in your eCommerce store, and also lead to pre-orders. They're useful for moving leftover inventory quickly, too, so find ways to work flash sale campaigns in your e-comm marketing plan. ### 6. Limited Time Coupons or Discounts Like flash sales, a limited time discount saddles shoppers with time constraints to capitalize on FOMO, or the "fear of missing out." The time limit you tie to your coupon will depend on factors like product price, the nature of your product, and your customers' shopping behavior. For lower-priced items, for example, offer a short time limit, like a few days. With higher-ticket items, you can give people a few weeks to consider the purchase. Either way, be sure to follow up with a "last chance" email reminder to give your campaign one last boost. ### 7. Run Contests Contests both attract attention and generate a sense of anticipation by inviting shoppers to imagine a possible win. In eCommerce promotion, contests tend to live on social media channels and incorporate hashtags like #giveaway or #contest to expand the brand's reach. eCommerce contests can also be used to raise awareness of different products, or expose new potential customers to your product when entrants tag each other in the comments of a post. Requiring that consumers tag a friend, or offering additional entires for contest shares or other forms of engagement, can lead to more entries and potential purchases. Asking entrants to follow your brand can produce the added perk of an uptick in followers, too. ### 8. Offer Free Samples Free samples are an ideal way to expose customers to new products, or convince consumers of your products' value. How do you do it online? Tie your free samples to a minimum purchase, or offer free samples if the customer pays for shipping. This can lead to an increase in eCommerce profit, and also expose more potential long-term customers to your products. Feel free to mix and match strategies to find the best fit for your brand. ### 9. Promote a Giveaway Giveaways go hand in hand with social media, so consider incorporating one into your social strategy to gain some added exposure and boost traffic to your e-commerce site. By requiring social media users to visit your site in order to enter (which can also help decrease the likelihood of fake email addresses), you can attract some of the follower base you've been building on platforms like Facebook and Instagram. Encourage consumers to earn extra entries by sharing the contest with their friends, and let users know whether or not the contest is limited to a specific region. While giving away one of your products can be a great approach, you can also get creative and incorporate a product you know your customers would be interested in. In the case of Coconut Bowls, that was a Vitamix blender. Coconut Bowls also let entrants know it would be alerting the winners by email—which, if you invite them to opt-in when they enter the contest, can also provide an added opportunity to grow your email list. ## Adding Promotions to Your eComm Markering Mix Using a combination of strategies - like content marketing, email marketing, native advertising, and referral marketing in tandem with attractive promotions and reliable paid advertising—especially for niche brands like beauty and fashion—can increase your exposure, relevance, and reach. From a lead generation standpoint, your efforts will help your brand and business come out on top. --- ### How Gannett’s Innovative Headline Testing Benefits Local Audiences URL: https://www.taboola.com/marketing-hub/how-gannetts-innovative-headline-testing-benefits-local-audiences/ Last Modified: 2026-06-22 08:28:54 You know that person — maybe a close friend, spouse or sibling — with whom you're so close that you can finish each other's sentences? Journalists Tanya Wildt and Elissa Robinson can do that, but instead of sentences, their mind meld creates engaging news headlines that inform hundreds of thousands of readers each day. Wildt and Robinson are web editors at Gannett's Detroit Free Press who specialize in improving headlines through AB testing on the news organization's homepage. Their work often leads to headlines that are more interesting to audiences with measured engagement rates doubled, tripled, and sometimes increased by factors five or more. To add to the impact on individual articles, Gannett's content strategy team funnels learnings from the Detroit team's headline work to the rest of its network of sites, benefiting local news editors editors across the country at publications large and small. Gannett has used Taboola Newsroom, a realtime audience analytics platform built for journalists, for the past year, so we at Taboola have been able to witness this inspiring work in action. We reached out to Gannett's Detroit headline testers and content strategy team to find out more about their methods and thought processes. Here's what we learned. ## Consistency, Creativity, and Collaboration The first aspect to conducting headline AB tests is choosing the article to test. For the Detroit team, they don't discriminate much when it comes to an article's subject. From restaurant reviews to entertainment features to hard-hitting journalism, everything is fair game. One thing that makes an article a particularly good candidate is if it has, what they call, a “hidden gem" — or an seemingly ancillary factoid that reveals to the reader the type of important or interesting information the article contains. "If it's a fact in the story, and supports the main feel of the story, it's generally game for a headline test," Wildt explains. In most newsrooms, the reporter and editor will write the initial headline. It's important to get this foundation from the people most familiar with the topic. But digital homepage editors such as Wildt and Robinson can help because they're often the ones most familiar with the site's audience and they can make sure the all-so-important headlines are as impactful as possible. “Our best headlines come out of collaboration; Elissa Robinson and I work on headlines together all day," Wildt says. “Often, I'll write one half and she'll be able to complete the second half. We blend our thoughts and spark new ideas by sharing." While the digital editors can often write and test headline variants on their own, sometimes cross-team collaboration is necessary based on the sensitivity and complexity of the article. “ loop in reporters for questions on whether it's OK to use certain words or phrases," Wildt adds. “We want headlines to be accurate and reporters are the best source for that." In addition to creativity in finding those hidden gems and interesting ways to describe them, the headline team is always looking for the most engaging formats for every situation such as using first and third person pronouns in headlines or two-sentence headlines. It's impactful work and it doesn't happen by magic. Planning and preparation are crucial. “Oftentimes, we're looking ahead to stories that are coming the next day or even the next week, in order to be armed and ready with plenty of ideas as soon as the story posts," Robinson explains. Like most worthwhile pursuits, practice makes perfect. “You should be headline testing all day, every day," Wildt says. “There's always a better headline out there — even after you find a winner." ## Respect the Audience The exercise of creating engaging headlines has an all-important north star: respect. Several years ago, Facebook was flooded with headlines predicting “you'll never guess what happened next" or perhaps “what happened next will inspire you." The backlash against this negative UX was harsh, not only from users but also from news companies whose content was being drowned out by clickfarm articles. Facebook had to make multiple changes to its algorithm to address this problem. Audience-focused journalists' takeaway from this was that engaging headlines should not oversell or attempt to trick readers. As described by Robinson and Wildt, the goal of the Detroit team is to use headlines to clarify to readers why they may be interested and to preview the content of an article. “We respect our readers' intelligence and stay away from clickbait headlines like 'You won't believe what Matthew Stafford said,'" Wildt explains. This distinction can often be a fine line that takes journalistic skill to navigate. Robinson shared an example of this to make the concept seem more concrete. While they'd certainly avoid a headline that blatantly withholds crucial details such as “Michigan restaurants set to reopen on this date," the headline editors may signal to the audience that there's interesting background details within the story by writing “Michigan restaurants to reopen Feb. 1 for indoor dining — but not everyone is happy." The goal is both positive engagement and user experience. And while the AB tests measure engagement effectively, editors can look to article-level metrics such as average time on page and bounce rate to ensure they're readers to articles that are thoroughly fulfilling. Beyond just engagement, headline testing can help a news team be aligned with its audience on future coverage decisions. “We can test multiple ideas and when one of them rises to the top, it's a good indication that our audience cares about it," Robinson says. “This benefits not just us, but the audience too, because we know that more coverage on this topic would likely be something our readers would want." ## Share the Wealth Headline and image AB testing helps draw attention to individual stories, but they also produce a wealth of valuable information when the results are reviewed in bulk. Do question headlines work? What types of verb tenses are the most engaging? When can a two-sentence headline drive home the point? AB testing formats over time allows you to determine answers to these questions that are supported by evidence. That's why the Detroit team takes time to analyze their results and provide feedback to others in the newsroom. “Sharing wins and losses with the hard data behind them is an easy way to get onboard with trying different angles in a headline that perhaps, they would've never considered," Robinson explains. Beyond ad hoc feedback, the team will put together presentations with trends and best practices based on AB results data both for colleagues in their own newsroom and beyond. Gannett has newsrooms across the country in large cities and small towns alike. Some of these smaller operations may not have the homepage audience traffic volume to do AB tests and get statistically significant results. Learning from Gannett AB testing work at the Free Press, in addition to other larger sites like USA Today and the Milwaukee Journal Sentinel, is a crucial resource for editors at the company's hundreds of other sites. “Journalists across the country have been trained on strong headline writing based on information gleaned from Taboola Newsroom," says Tovah Olson, a content strategy manager for Gannett's USA Today Network. ## Start AB Testing Today After reading this far, certainly no one will be able to tell you that you'll “never believe what happens next" if you start doing your own headline AB tests. “A good headline sells a story; a bad headline can kill it," Wildt says. “It doesn't matter how important or great a story is on the inside if no one clicks on it to read it." That's right, more people will read your important and great stories! Reach out to fran.b@taboola.com to learn more about Taboola Newsroom's AB testing capabilities. --- ### How Taboola is Supporting Publishers in Preparation for Google’s Web Vitals URL: https://www.taboola.com/marketing-hub/how-taboola-is-supporting-publishers-for-googles-web-vitals/ Last Modified: 2026-06-22 08:33:30 Answering the question, “does my site provide a good user experience?" can be complex. Last year, Google announced Web Vitals, “an initiative to provide unified guidance for quality signals that are essential to delivering a great user experience on the web." Their goal is to make it easier for website owners to understand whether or not they're providing their visitors with a good user experience, and as part of this initiative, Google introduced Core Web Vitals, metrics that will function as additional search ranking signals. Core Web Vitals apply to all web pages and are currently focused on “three aspects of the user experience — loading, interactivity, and visual stability." We believe that this update will have a positive effect on user experience across the open web. Here's what you need to know about the update and what Taboola is doing to support our publisher partners as this new update rolls out. ## When is this update to rolling out? Google will begin using page experience as part of its ranking systems starting in mid-June 2021. However, page experience won't play its full role as part of those systems until the end of August. Sites generally should not anticipate extreme changes because Google is doing this as a gradual rollout and monitoring for any unexpected or unintended issues. ## What does this mean for publishers? Moving forward, Core Web Vitals will be a key way to measure page performance. Publishers focused on user experience were always interested in improving their page performance. Now, page performance is also an SEO priority. Page performance refers to the time required to load a web page on your browser. This could be affected by file size and processing resources both on mobile and desktop browsers. ## What Impacts Page Performance? Anything that you have on your page could impact page performance including text, videos, and images, but also tracking code, ad units — basically any code that renders on the browser on your page could impact page performance. Taboola, similar to other third parties on publisher websites, impacts page performance. We recognize that this a crucial topic for our publisher partners and we have already started preparing for this update. ## How is Taboola preparing for this update? We've spent significant time and resources preparing for the Core Web Vitals update. Moving forward, we're adopting Google's benchmarks and page performance measurement tools. This allows us to better optimize the overall Taboola experience in line with Core Web Vitals guidelines. We have already identified areas of improvement and our focus is to optimize page performance while having negligible impact on revenue/RPM. ## What are the changes we are implementing? There are three main metrics that make up Core Web Vitals: Cumulative Layout Shift (CLS), First Input Delay (FID) and Largest Contentful Paint (LCP). For each metric we are focusing on specific optimizations that should improve page performance. ### Cumulative Layout Shift Cumulative Layout Shift (CLS) measures visual stability and quantifies the amount of unexpected layout shifts of visible page content. This is meant to ensure that your visuals are stable, and don't suddenly shift in front of the visitor's eyes, like so:(Image Credit: AMP) To prepare, we're removing unnecessary animations that can cause layout shifts. This will address any impact Taboola has on CLS, while preserving user experience. ### First Input Delay First Input Delay (FID) measures responsiveness and quantifies the experience when first interacting with a page. A negative experience might include not being able to immediately scroll once a page loads, like so: ### (Image Source: AMP) This is where we see the biggest opportunity for improvement, and where we're focusing most of our efforts. To ensure better performance for FID, we are implementing lazy rendering, removing unused CSS & JS codes and using Brotli compression algorithms. ### Largest Contentful Paint Largest Contentful Paint (LCP) is used to measure perceived load speed and to mark the point in the page load timeline when the page's main content has likely loaded. If it takes too long for content to load, that's of course considered a bad user experience: (Image Source: AMP) Taboola is not usually the main content in the page and shouldn't impact LCP, but in cases where we are, we use a hybrid rendering approach to minimize burden on the browser. In addition to the aforementioned optimizations, we are continuously reviewing our features to ensure they are optimized according to Core Web Vitals guidelines, even after the June update. If you're already a Taboola partner, and have more questions regarding Core Web Vitals and your Taboola integration, we recommend reaching out to your Account Manager or your Taboola Support team. --- ### How to Use Native Advertising for Affiliate Marketing URL: https://www.taboola.com/marketing-hub/native-advertising-for-affiliate-marketers/ Last Modified: 2025-03-19 09:33:31 Find out how Skimlinks, a Taboola company, can help with your affiliate marketing strategy. Learn more here. Native advertising and affiliate marketing are two of the most valuable marketing strategies available to businesses today. So, why not take the best of both worlds and use them together? Think about it. Affiliate marketing is all about traffic. It's about reaching built-in audiences across niche communities, enticing them to click, and delivering high-quality content. Native advertising isn't too different, but it takes your affiliate promotional methods even further by delivering more personalized, visually engaging content that matches the surrounding context. And, it reaches readers at just the right time. It lets you increase your chances of >making money and building new audiences. Sound like a plan? Here are five ways native advertising can help you drive affiliate marketing success. ## 1. Use Native to Increase Your Website Traffic Native advertising drives an 8.8x higher clickthrough rate (CTR) than traditional display ads. That's because it's made to match the form and function of the content around it. It doesn't disrupt the user experience. It fits right into it, providing readers with more information that meets their interests. Many advertisers already appreciate this major benefit of native advertising. Right behind the entire video category (native or not), native ads are one of the biggest factors driving U.S. digital display ad spend in 2021, with native ad spend exceeding $52 billion in 2020. Affiliate spend, meanwhile, is forecast to reach $9.2 billion by 2022 — a jump from $5.4 billion in 2017. ## 2. Target Specific Audience Segments Affiliate marketing can be deployed across niches, such as real estate, finance, or dating. There are even specific affiliate programs and websites for each community, such as USAA Credit Cards for military members or Buildium for rental property companies. Native advertising also helps marketers reach target audience segments at scale, especially when done programmatically. And it pays off: 72% of customers only engage with ads personalized to their interests. That's why Taboola pulls data from over 1.5 billion readers across our publisher network to help advertisers target people based on their unique demographics, interests, and behaviors. We also help businesses retarget people who've expressed interest in what they offer and need an extra nudge to continue engaging with their brand. Take mattress company Leesa. This business wanted to reach customers who were in the researching and consideration stage of their journey. It worked with Taboola to analyze real-time data about audience preferences and run retargeting campaigns to re-engage people who'd visited the Leesa site. By reaching these people with personalized content recommendations, the brand generated thousands of leads and saw a 5.7 times return on ad spend. ## 3. Promote High-Quality Content Affiliate marketing is often associated with embedded links in articles or Buy Now buttons. It takes the user right to a product page, as in this example from Gear Patrol, an affiliate-run review site: Native advertising, on the other hand, offers a deeper approach. It hooks people with educational or entertaining information — such as an article, video, or landing page – where they can learn more about the world of your brand. USA Today, for example, provides readers with sponsored videos, blog posts, and landing pages at the end of its articles, giving people an opportunity to keep consuming content instead of jumping right onto a sales page. ## 4. Engage People at Just the Right Moment As the human attention span continues to dwindle, it's critical that brands reach readers in just the right instant. Enter native advertising, which allows marketers to reach readers in the “moment of next." This is that moment when they're done reading an article and ready to engage with something new — be it another article or video. Native advertising also blends in with the rest of the page. It helps people experience a seamless transition from reading organic content to reading advertised content; plus it reduces the risk that they'll grow frustrated or click away. Traditional affiliate marketing, meanwhile, might just place a link in the middle of an article or in an influencer's social media bio. Yes, these strategies drive clicks and engagement, but they also disrupt the user experience. Native advertising takes into account the idea that the reader came to the site they're on to consume content they like. The best chance you have of keeping them interested is to meet them in that mindset — in that moment of next — and give them more of what they're looking for. ## 5. Expand Your Reach Across Premium Publishers There are many affiliate networks to choose from. While they help you scale your efforts, they can't always guarantee the highest-quality placements and publisher partnerships. With native advertising, however, marketers can often handpick their placements — as with BuzzFeed's sponsored content program — or work with native advertising platforms that have established relationships with premium publishers. Taboola builds exclusive partnerships with the world's top publishers, inviting advertisers to expand their audiences by launching native advertising campaigns across these high-traffic sites. ## Final Thoughts Native advertising and affiliate marketing don't need to stand alone. Used together, they are powerful tools for driving engagement and generating revenue. Especially today as publishers enjoy increased traffic, advertisers should find new ways to diversify their ad operations and reach built-in audiences with personalized content. Native advertising for affiliate marketers makes sense. It provides a valuable opportunity for businesses to deliver seamless, non-intrusive ad experiences across top publisher sites where audiences are ready to consume new content — including yours. Click here to learn how affiliate marketers are already finding success with Taboola Ads. --- ### Types of Attribution Models and How to Choose the Right One for You URL: https://www.taboola.com/marketing-hub/types-of-attribution-model/ Last Modified: 2025-04-28 10:50:49 Running ad campaigns without an attribution model is like ordering food without knowing where it's coming from. Sure, something will get delivered to you eventually, but you won't know whether you'll like it, how long it will take, or who's bringing it to you. Without this information, you can't adapt your strategy to make sure you get exactly what you want next time. You get it. Attribution models are crucial. You need them to effectively understand your customer journeys, track performance, and optimize your campaigns. Yet, according to a 2020 study by DemandLab, only 36% of marketers have an active and measurable attribution strategy.   This is why we're outlining different types of attribution models and how to choose the right one for your advertising needs. ## What is an Attribution Model? First, a definition. An attribution model is a system for tying conversions back to specific marketing channels, such as native website ads, email marketing, or sponsored social media posts. Say you run a new product campaign that drives a lot of sales, you want to know which platform and strategies were responsible for its success. Your attribution model will tell you this. Your attribution model uses analytics to weigh the value of each touchpoint and message along the consumer journey. A customer, for example, might engage with an email newsletter and Facebook post, but only when they see a native ad targeted to their interests do they convert. Knowing this, you can double down on native ad distribution, spend your budget more efficiently, and personalize your ads to meet customers on this channel. As DemandLab reported, revenue attribution strategies help marketing leaders make better decisions, align marketing and sales, and increase the effectiveness of their campaigns. ## What are the Different Types of Attribution Models? There are several different types of attribution models, each with its own processes and benefits. To choose the model that best fits your advertising strategies and goals, it's important to understand the ins and outs of each. ### First-Touch Attribution Model A first-touch attribution model gives all the credit to your customer's first touchpoint, even if they engaged with other channels after that. CallRail does a good job of visualizing these attribution models: (Source: CallRail) It attributes their revenue to the ad that got them in the door, not necessarily the one they saw right before making a purchase. First-touch attribution models are great for optimizing strategies that spread awareness and engage new customers. Take insurance organization AIG Israel, for instance. The company worked with Taboola to spread brand awareness through a native video ad campaign. Out of five different marketing channels, AIG Israel could see that 50% of people who made a purchase after viewing the campaign started their buyer journey with Taboola. The video ads also reached 400,000 people and increased purchase intent by 30%. ### Last-Touch Attribution Model A last-touch attribution model places all the value on the last touchpoint the customer engages with before converting, even if they engaged with many touchpoints before that. (Source: CallRail) A customer might see your Facebook ad, for example, download your free asset, engage with a native ad on an article they're reading, and then make a purchase. Which touchpoint gets the credit? In a last-touch attribution model, the native website ad does, as it was the last message the customer saw before completing the buyer journey. ### Linear Attribution Model A linear attribution model places equal value on each touchpoint the customer experiences along their path to purchase. (Source: CallRail) So, in the above example, the Facebook ad, the downloadable asset, and the native ad get the same amount of credit for driving the customer to buy. It may seem tough to parse out which channels are pulling their weight with this model, but the more you use the linear model, the more data you collect, and the more you see which touchpoints continuously do their part across campaigns — and where in the funnel they perform best. ### Position-Based Attribution Model A position-based attribution model, or 'U'-shaped attribution model, credits the first and last touchpoints — each receive the most credit for driving a conversion. (Source: CallRail) Meanwhile, the touchpoints in between receive a percentage of credit, based on their position along the customer journey. The closer they are to one of those endpoints, the more weight they carry. Say a customer sees a search ad, signs up for an email newsletter and then converts after seeing an Instagram ad; the search ad and Instagram ad each get 40% credit for the conversion, while the email newsletter receives 20%. ### View-Through Attribution Model The view-through attribution model is similar to the first-touch attribution model in that it places value on that first customer event. The difference here is that the event is just a view or impression — not a click or engagement. A customer might, for example, see a website ad, not click on it, and later search for the website to return and make a purchase — this is what a view-through attribution model tracks. Mattress company OTTY, for example, launched a sponsored content campaign to increase awareness and traffic, and ultimately drive conversions. The business used view-through attribution to track an average 7.8 times return on ad spend each month and stronger cost-per-acquisition. ### Time Decay Attribution Model A time decay attribution model places more value on the touchpoints closest to the conversion. (Source: CallRail) The further along the customer journey a touchpoint is, the more credit it receives. This model is ideal for conversion-oriented campaigns. It says, 'Yes, impressions and clicks are important, but what we care most about are those final actions at the top of the funnel.' ### Data-Based Attribution Model A data-based attribution model, or 'W'-shaped attribution model, places the same value on the first touchpoint, the last touchpoint, and the middle touchpoint. (Source: CallRail) Each of these points receive 30% of the attribution. The other 10% is usually divided among any added touchpoints along the funnel. A customer might, for example, see a social media ad, email ad, website ad, search ad, and native ad. The social media, website, and native ads each get 30% credit. The email and search ads each get 5%. ## Attribution Modeling Done Right Attribution modeling is a vital part of any advertising campaign. Even if your ads bring in big numbers, you must know which channels were responsible for those numbers. If you don't track this you'll have trouble replicating your success and optimizing your strategies. The good news is you have plenty of attribution models to choose from. Select the ones that best match your customer journeys and KPIs, so you can keep driving — and tracking — those conversions. Learn more about what not to do when building your attribution model. --- ### The Key to Post-Cookie Programmatic Success? Building Direct Publisher Relationships URL: https://www.taboola.com/marketing-hub/the-key-to-post-cookie-programmatic-success-building-direct-publisher-relationships/ Last Modified: 2025-06-05 07:28:04 The cookie seems to be crumbling. Come 2022, Google Chrome plans to make third-party cookies obsolete on its browsers to enhance data privacy and transparency. While Safari and Firefox have already taken this momentous step, Google's announcement will likely signal the death knell for cookies. Its browsers account for a whopping 48% of U.S. Internet browser market share. So, what does this mean for advertisers? In short, they'll be without many of the tools they've historically used to target customers and launch programmatic campaigns on the open web. The good news is that—while there may be a learning curve for this transition—advertisers and publishers will be better off as they begin to assign more importance to their own first-party data. Still, they need to start planning now, so once 2022 comes along, they'll be ready to deliver optimized campaigns and superior customer experiences. Here's what advertisers need to know about using first-party data for programmatic marketing. What role will first-party data play? First-party data provides context around audiences’ behaviors and interests, which will become even more important in a cookieless world. Publishers collect first-party data themselves, and have direct relationships with users, while third-party data tracks consumer behavior in general across the web. As a hard-coded partner to publishers, Taboola has both first-party and third-party data.  So if a user visits a publisher's site and continues to engage with that content, the publisher can capture all of those insights, building a comprehensive profile of the user. They can then take that data-rich profile to help advertisers most effectively reach target audiences on the publisher site. Regarding programmatic advertising, first-party data also fuels supply path optimization, which can benefit brands. Since advertisers don't have to pay an intermediary for access to ad space, they can enjoy a more transparent, high-quality, and customized bidding process. Publishers aren’t the only ones with first-party data that matters though, yours does too. ## How do I activate first-party data? First, you'll need to work with a platform that has direct access to publishers and algorithms that know how to process that data towards optimization, like Taboola. Then, you can use these best practices to activate your first-party data and make the most of contextual programmatic advertising. ### Target users by keyword and site With first-party data, you can target users by keyword and interest category across their favorite publisher sites. So if a reader on a tech news site is checking out an article about home security systems, you can reach them right there with an ad about your home security solutions. ### Create unique audience segments Use first-party data to build targeted audience segments based on different engagement levels, such as: - Frequent readers - Active email subscribers - Recent purchasers Say a sports publisher delivers separate email newsletters for basketball, football, and baseball fans. Plus, you're looking to reach football fans specifically. You can launch programmatic ads that reach those football email subscribers with relevant messaging when they're on site. ### Launch native programmatic ads Native ads fit right into their surrounding context so they don't interrupt the user experience or frustrate readers. You can use a platform like Taboola to launch native ads that take the form of recommended content at the end of an article. This way, you know you're not disrupting their content experience—you're just enhancing and extending it with new content that meets their interests. Plus, you can use first-party data to buy ads based on outcome-based pricing, like a viewable CPM. By using this buying model, you can increase brand awareness and reach, and ensure your budget is only going towards the most effective and visible impressions. ## Where do I find those direct publisher relationships? The key to surviving the cookie-pocalypse is to participate in the publishing ecosystem, with editorial powerhouses and their partners who collect first-party data that you can use to target the right audiences. Taboola connects advertisers with top publishers across the web, tapping into an engaged pool of over one billion relevant users. Our behavioral data and contextual targeting capabilities allow advertisers to launch programmatic campaigns that build awareness and generate leads.  Ads also reach customers in-feed where they're already engaging with their favorite content and looking for that next article or video to enjoy. When you work with the right partners, the changes to the cookie space aren’t scary. It's actually a blessing in disguise, providing an opportunity to embrace first-party data at scale and engage your target audiences with more personalized, high-quality ad experiences. --- ### 30 2021 Cyber Monday Ad Examples to Inform Your 2022 Strategy URL: https://www.taboola.com/marketing-hub/cyber-monday-ad-examples/ Last Modified: 2025-07-03 06:48:12 According to Adobe Analytics, U.S. consumers spent $10.7B on Cyber Monday sales in 2021, making it the biggest online shopping day of the year. This year, 58% of consumers surveyed by the National Retail Federation expressed the importance of sales and promotions for their upcoming holiday shopping. If you are looking for ways to attract more consumers to your Cyber Monday sales and convert them into sales, you need inspiration for your holiday marketing strategy. In this article, we will share 30 Cyber Monday ad examples and landing pages to help you craft the best ad campaigns for the upcoming season. Please note that discount codes and promotions in the examples below may no longer be active. ## Cyber Monday Ads in Retail ### 1. Macy's Macy's display advertising banner for Cyber Monday is a great example of a creative that can be used for multiple sales promotions throughout the holidays. This could easily work for Cyber Monday, holiday gift shopping, and after-holiday sales promotions this year and for years to come. Macy's landing page for Cyber Monday displays cyber specials before the sale begins to encourage sales from any visitors who happen upon the page, regardless of the time of year. ### 2. Bloomingdale's Bloomingdale's takes a different approach from Macy's, creating a banner graphic that promotes its Cyber Monday sale. Bloomingdale's landing page for Cyber Monday describes the upcoming sales event while helping customers find items that are currently on sale. ### 3. Cabela's Cabela's ad in Google search results for Cyber Monday sales describes the retailer's Cyber Week promotions. Cabela's uses Google Ads extensions to include deep links to top pages on their website and the nearest location for those who prefer in-store shopping. Cabela's landing page promotes a wide array of deals for the entire week, starting Cyber Monday. Even before the sale has officially started, Cabela's displays their current sales items. ## Cyber Monday Ads in CPG ### 4. QVC QVC uses Taboola to reach customers on websites like Business Insider with ads that showcase their top products and discounted pricing during the holidays and sales events. While their ads take you to the page of the product shown in the ad, the current Cyber Monday page directs visitors to their latest promotions and popular website destinations. ### 5. Moose Toys Moose Toys is another company utilizing native advertising to reach customers with its most popular products. Moose Toys uses a landing page to direct visitors to the top retailers selling its products, many of which will have large Cyber Monday specials of their own. ### 6. Blissy Blissy advertises its pillowcase as the most requested gift of the year.  Readers who click on the ad are taken to an article for the product and its upcoming Cyber Monday sale. ## Cyber Monday Ads in Fashion ### 7. Ann Taylor Ann Taylor uses a traditional holiday advertising color palette in their display ad banner for Cyber Monday, highlighting discounts, a coupon code, and free shipping. Ann Taylor's landing page for Cyber Monday has a "countdown" to the next sales event. In the meantime, visitors can subscribe for email updates or shop for new items. ### 8. Saks Fifth Avenue Saks Fifth Avenue uses a banner ad creative that can work throughout the holidays, encompassing Black Friday, Cyber Monday, and other holiday sales and clearance events. Saks' Cyber Monday sales page encourages visitors to receive notifications via email, app, or text, as well as browse their current items on sale. ### 9. Bombas Bombas incorporates native advertising into its marketing strategy, with ads focused on its most popular products. While they may not have a Cyber Monday landing page up yet, they do a good job of coordinating their ad content with their current landing pages with the simple use of a festive background color. ## Cyber Monday Ads in Beauty ### 10. Ulta Playing on Cyber Monday, Ulta creates a Cyber Funday for their banner ad creative. Ulta's Cyber Monday landing page allows visitors to learn more about the upcoming sales event while also promoting current items on sale and live shopping events. ### 11. It Cosmetics It Cosmetics uses Google Ads to announce its upcoming Cyber Monday sales event, highlighting some of the promotions that are upcoming and ongoing. It Cosmetics matches its ad copy to the corresponding landing page and includes an additional incentive for visitors to subscribe for updates via email. ### 12. Shiseido Shiseido also uses Google Ads as an avenue to reach potential customers about their upcoming Cyber Monday sales event and current promotions. On its Cyber Monday landing page, they offer details about the upcoming sales event, followed by a listing of its most popular items and collections. ## Cyber Monday Ads in Consumer Technology ### 13. Adorama Adorama wants to reach customers before they've spent all of their money on Cyber Monday sales. They achieve that goal by creating a Cyber Monday event that happens every Monday in November and promoting it using display ads like this one. Its Cyber Monday landing page notes that the above-mentioned promotion has ended, and a new one will begin once the timer reaches zero. ### 14. ADT ADT ran an ad promoting Cyber Week sales of popular items, such as its security systems. Although its landing page focuses on last year's Black Friday promotion, it does direct visitors to current sales and promotions. ### 15. CyberPower PC CyberPower PC(likely due to its brand name) sometimes appears in ads on Google for Cyber Monday sales searches. Its ad does align well with its landing page, however, focusing on i9 processors and current promotions. ## Cyber Monday Ads in Food ### 16. Ehtel M Chocolates Ethel M Chocolates runs a Cyber Monday sale ad on Google that promotes their holiday collections. While their landing page isn't updated with any information about Cyber Monday promotions, it does take visitors directly to their top products and holiday collections. ### 17. Omaha Steaks Omaha Steaks uses Facebook Ads to promote sales events throughout the holidays, as shown in this ad example from the Facebook Ads Library. Its landing page highlights its best sales promotion, perfect for shoppers looking for Cyber Monday deals. ### 18. Daily Harvest Daily Harvest promotes its best offers throughout the holiday sales season on Facebook. The landing page mentions the same offer as the ad, helping visitors find the best deal for themselves or for a gift. ## Cyber Monday Ads in Home Goods ### 19. Shutterfly Shutterfly's banner for its 2021 Cyber Monday event includes the discount offered and the code needed to obtain it, as well as the promotion's expiration date. Shutterfly's landing page, on the other hand, describes its Cyber Monday events to visitors while sharing their latest promotions. ### 20. Etsy Etsy's banner ad for Cyber Sales includes the discounts visitors can expect during the event. The Cyber Week landing page includes a countdown to this year's upcoming event, along with holiday deals that customers can take advantage of now. ### 21. Pottery Barn Pottery Barn focuses on discounts for specific products that can be used during different types of sales events, including Cyber Monday. The current landing page doesn't mention cyber sales but focuses on current sales and promotions. ## Cyber Monday Ads in Pets ### 22. Chewy Chewy's ad on Google describes Cyber Week sales discounts and promotions. Its current landing page doesn't describe a specific sales event but highlights Cyber Week deals in specific categories. ### 23. The Farmer's Dog The Farmer's Dog uses Facebook to promote its best deals throughout the holidays. Aligning with their ad, The Farmer's Dog has the same promotion with Hammy & Olivia on its landing page. ### 24. Litter-Robot by Whisker Litter-Robot by Whisker promotes a payment plan as a promotion going into the holiday sales season on Facebook. While the ad may not mention the holidays, the landing page offers even more discounts and savings with the holidays in focus. ## Cyber Monday Ads in Lifestyle & Wellness ### 25. Michael's Michael's attracts creators with this simple yet eye-catching banner ad for Cyber Week deals and doorbusters. The landing page promotes the upcoming Cyber Monday event, offering visitors the opportunity to sign up for announcements via email, app, or the rewards program. ### 26. Harley-Davidson Harley-Davidson uses product-specific ads to attract motorcycle enthusiasts during the holiday sales season. Harley-Davidson's landing page for Cyber Monday 2022 includes the date of its sales event and links to its current sales. ### 27. Fabletics Fabletics focuses on top products in their native ads for the holiday season. Creatives like the one below can easily be updated from Black Friday to Cyber Monday. The landing page may not include the same products featured in their ads, but it does a great job promoting their current sales with deep discounts. ## Cyber Monday Ads in Education ### 28. MasterClass MasterClass uses banner ads that match their branding during the holidays to promote its biggest sales events. As the holiday season approaches, MasterClass will likely update its current homepage with promotions to match its next Cyber Monday ad campaigns. ### 29. University of Phoenix University of Phoenix targets professionals that need to complete their degree via LinkedIn Ads. Although they don't have Cyber Monday sales, they do highlight savings students will see when choosing their bachelor's programs. Their landing page for benefits and discounts is attractive to deal seekers as it highlights savings, current course discounts, and discounts from merchant partners. ### 30. Kaplan Financial Education Kaplan Financial Education uses banner ads that match their professional branding while promoting current promotions during the sales season. Kaplan's landing page for education discounts and promotions is similar to the previous example, allowing them to attract Cyber Monday deal-seekers without changing their landing page design. ## The Best Way to Spread Cyber Monday Cheer is with Ad Campaigns for All to Hear (See) As you can see, there are a variety of ways to advertise your Cyber Monday and holiday sales promotions. When you design your Cyber Monday ad and landing page, be sure to keep the customer's journey in mind so that when someone clicks on an ad, they find what is advertised on the resulting landing page to increase the opportunity for conversions. --- ### 5 Best (High Paying) Dating Affiliate Programs URL: https://www.taboola.com/marketing-hub/dating-affiliate-programs/ Last Modified: 2025-06-09 12:30:04 Everyone wants to find love, and online dating is one of the top ways people meet potential partners. With some 40 million Americans turning to online dating and more than 1,500 dating apps and sites ready to help people connect, online dating is a profitable niche for affiliate marketing specialists. Affiliate marketers can earn a substantial income by promoting dating products as they offer high conversion rates and commissions. This article will highlight the top paying affiliate dating programs and the top-performing marketing strategies you should use. ## Dating Affiliate Programs 1. CougarLife Dating Affiliate Program 2. Match Dating Affiliate Program 3. Cupid Media Dating Affiliate Program 4. eHarmony Dating Affiliate Program 5. SilverSingles Dating Affiliate Program These top affiliate programs are listed in order from the highest paying commission rates to the lowest. Selecting the best programs to promote boils down to two factors: the amount you can earn and the unique benefits each program offers. ### CougarLife #### How the Program Works Once approved, you'll have access to a broad set of marketing creatives for display banners, search and social PPC campaigns, and more. Because the cost of a monthly subscription is high, you'll earn high commissions. #### The Sign Up Process Sign up on the company site by completing a simple form with questions about your traffic sources and volume. #### Highlights of Using the Program CougarLife offers high commissions and a mobile-friendly interface. Support is available 24/7. - Commission rate: 80% - Average commission (per sale): $32 commission per 1-month subscription - EPC (earnings per hundred clicks): Unknown - Cookie duration: 30 days ### Match.com #### How the Program Works With 30 million visits per month, Match is the most popular dating site. The 3-month minimum subscription plan delivers high commissions. You'll get special discount codes to help generate more leads and can earn up to 25% more if you're a top affiliate. #### The Sign Up Process You can join the affiliate program through Commission Junction or Rakuten Advertising. #### Highlights of Using the Program Match offers extra bonuses based on performance and has a dedicated marketing team ready to help you. - Commission rate: 75% - Average commission (per sale): $42 per 3-month subscription - EPC (earnings per hundred clicks): $18/3 months - Cookie duration: 120 ### Cupid Media #### How the Program Works Cupid Media allows anyone to join its program and provides affiliates with banners and text links to use in their marketing. It offers 35 different niche dating sites that cater to 35 million customers. #### The Sign Up Process Sign up on the company's site, and within 48 hours, a representative will be in touch with you. approved. #### Highlights of Using the Program You earn commissions when people sign up for a free account, and the support team is very responsive. - Commission rate: 75% - Average commission (per sale): $19.50 per 1-month subscription - EPC (earnings per hundred clicks): Unknown - Cookie duration: 30 days ### eHarmony #### How the Program Works eHarmony is easy to promote because it's ranked as the most trusted dating site. After approval, you'll have access to regularly updated advertising materials and special offers. The company views affiliates as long-term partners, so it's ready to help you succeed. #### The Sign Up Process Sign up for the program through Commission Junction. #### Highlights of Using the Program It's easy to promote, gives special offers for affiliates, and has plenty of high-performing creatives. - Commission rate: 20% - Average commission (per sale): $34 for 3-month subscription - EPC (earnings per hundred clicks): $82/3 months - Cookie duration: 45 days #### SilverSingles #### How the Program Works SilverSingles different than the other programs because they pay per lead. The advantage is that you get a steady commission regardless of the length of the user's subscription. The site is for professionals over 50 years old, so this program is a winner if that's your target demographic. #### The Sign Up Process Go to CJ Affiliates to sign up. #### Highlights of Using the Program SilverSingles offers a pay-per-lead commission and gives affiliates high-converting creates to use. - Commission rate: $7 - Average commission (per sale): $7 per completed sign up - EPC (earnings per hundred clicks): 45 - Cookie duration: 30 days ## Why Dating Affiliate Programs Online dating is one of the most profitable niches for making money.It's an evergreen market because finding love is a primal human desire. Those looking for a partner will go online and search for the best dating apps, dating tips, lists of conversation starters… you get the point. Provide them with that content and you'll set yourself up for success. Find trending topics using Google Trends. Consider focusing on a sub-niche based on lifestyle factors as there is a lot of competition in this sector. ## How to Market Dating Affiliate Programs After choosing the affiliate dating programs you want to promote, the next step is to create and implement your marketing plan. Use a mix of tried and tested digital marketing promotion strategies to ensure that you attract users who will convert. ### Content Marketing As an affiliate marketer, you need to have a blog to host all of the content you create - articles, videos, podcast recordings, etc. Top performing content is often about product reviews, top ten lists, and how-to articles, but the specific topics you choose should reflect your audiences' interests. Make sure you optimize content so it's discoverable and test your headlines to find the ones with the highest CTRs. ### User Testimonials People are inspired by successful users' love stories, and 92% of people read testimonials when considering a purchase. Let testimonials do the heavy lifting for you by adding them to blog posts and landing pages. ### Social Media Since dating is social and 83.36% of internet users active on social media, promoting your content across these platforms means you can reach a vast audience. TikTok and Instagram are ideal for younger daters, while older adults are on Facebook. It also pays to think beyond the big players and explore platforms such as Quora and Reddit. Catching a user's eye is all about choosing the right images so do it carefully. ### Run Campaigns Paid campaigns are an excellent advertising option, allowing you to attract highly targeted, high-quality traffic. You can generate plenty of clicks with a combination of search and display campaigns plus retargeting ads launched on social media platforms. Given that users pay 53% more attention to native advertising, running PPC campaigns on Taboola is a smart way to use your advertising budget. Your promotion will be displayed across its global network of premium publisher sites with millions of readers. ## Conclusion Now you have all the information and tools to help you become a dating affiliate marketing master. Dating and the quest to find love will always be a top priority for people, so focusing on this market is an excellent short and long-term strategy. Because so many of the top dating sites already invest in their own marketing, they already drum up a lot of interest, making your job of converting users and earning your commission much easier. Find out how Skimlinks, a Taboola company, can help with your affiliate marketing strategy.  --- ### How to Succeed in Affiliate Marketing URL: https://www.taboola.com/marketing-hub/how-to-succeed-in-affiliate-marketing/ Last Modified: 2025-04-28 09:57:48 Affiliate marketing can help advertisers drive sales and reach new audiences beyond the confines of paid advertising, social media and search engines. This marketing channel is growing, with a spend set to reach roughly 12 billion in 2025. By launching affiliate marketing campaigns across high-quality blogs and publications, brands will be well-positioned to drive traffic back to their e-commerce pages and engage niche communities of customers who are ready to discover new products. Here are some of our recommendations of how to be successful as an affiliate marketer based on what we have learned working with our partners. ## 5 Ways to Become a Successful Affiliate Marketer ### 1. Build High-Quality Creative With engaging ads at your fingertips, you'll be more likely to generate interest from affiliate publishing partners and, of course, drive results among your target audience. When building your affiliate promotions, consider which products can be most easily incorporated into affiliate blogs or articles. Whether you're creating display ads, banner ads, native ads, or affiliate links, it's important to choose visuals and copy that will hook new readers. BuzzFeed Reviews, for example, works with affiliate advertisers to create custom images for their ads, like this one on their article, “The Best Everyday Sneakers That Keep It Casual." ### 2. Dominate Your Niche When it comes to affiliate marketing, you don't want to use a spray-and-pray approach. It's best to choose a specific niche and audience segment. This way, you know you're reaching customers with the most relevant content that meets their interests and needs. And you can partner with publishers who've built hyper-targeted and engaged communities. Common affiliate niches include: real estate, finance, dating, fitness, and technology. PCPartPicker.com, for instance, provides guides and lists of computer parts specifically for people who want to build their own systems and find compatible components. ### 3. Set Competitive Payment Rates Decide how you'll pay your affiliate advertising partners based on the follow options: - Cost per click. Every time a reader clicks on your affiliate link or ad, the publisher receives a payment. - Cost per lead. Every time a reader completes a desired action, such as signing up for a newsletter or starting a free trial, the publisher receives a payment. - Cost per sale. Every time the publisher drives a consumer to your website, and that consumer makes a purchase, the publisher receives a commission. It's important to choose the payment rates that make most sense for your products, audience, and creative. If your ads are meant to simply drive awareness, for example, you might use a cost-per-click model instead of a cost-per-sale model. For more guidance on how to price your campaigns, check out this step-by-step affiliate marketing tutorial from from the point of view of a successful publisher: ### 4. Partner with Top Publishers Research publishers, influencers, and blog owners in your niche to find the most relevant and brand-safe affiliate partners. You can do this with a simple Google search or by finding top-ranking sites through keyword search tools like SpyFu and SEMrush. Also, check out the comments sections on these websites to see if and how the audience engages with content and product recommendations. Take The Points Guy, which has grown to be a top affiliate publisher in the travel industry. The website includes a disclaimer: "The credit card offers that appear on the website are from credit card companies from which ThePointsGuy.com receives compensation." So products like this one in their article, "The best travel credit cards of 2020," may be sponsored by affiliate marketers. ### 5. Choose the Right Affiliate Network The right affiliate network can make or break your affiliate marketing operation. You'll need to partner with a high ticket platform that connects you with premium, brand-safe publishers. That's why Taboola has exclusive partnerships with the top digital publishers across the globe, helping advertisers deliver recommended articles and videos to the most relevant audience segments. ## Who Is The Most Successful Affiliate Marketer? Successful affiliate marketers generate income from their campaigns on a consistent basis, and engage targeted customers with high-quality content that delivers results. Let's take a look at 10 of the most successful affiliate marketers. ### Top 10 Affiliate Marketers These top affiliate marketers set a high bar for making money online, and serve as inspiration for new affiliate marketers who are getting started with this strategy. #### 1. Pat Flynn Pat Flynn runs the Smart Passive Income blog to help entrepreneurs build their online businesses and generate revenue. He's also written books, such as: Superfans: The Easy Way to Stand Out, Grow Your Tribe, and Build a Successful Business Will It Fly?: How to Test Your Next Business Idea So You Don't Waste Your Time and Money He also advises companies like CovertKit, Teachable, and Squadcast. #### 2. Ian Fernando For over 15 years, Ian Fernando has built his career as an affiliate marketing and Amazon FBA (Fulfillment By Amazon) expert in e-commerce. Visitors to his site IanFernando.com can check out training courses, such as: Discover the Hard Truth of a Successful Affiliate Campaign How to Start an Affiliate Blog and Earn Passive Income Just by Writing Internet marketing toolbox. #### 3. John Chow Called “the original dot com mogul," John Chow went viral in the marketing world for his post, “How I Make $40,000 a Month From a Blog." His money-making blog now welcome love 200,000 active daily readers. Chow is also the author of books such as: Blogging Secrets: An Uncommon Guide to Generating Six Figures on the Internet Make Money Online: Roadmap of a Dot Com Mogul #### 4. Nate O'Brien Nate O'Brien and his brother, Mike O'Brien, run Santrel Media, offering “innovative marketing solutions to improve business profitability and efficiency." With over 100,000 subscribers, their YouTube channel includes popular tutorials, such as: Affiliate Marketing Tutorial For Beginners 2020 (Step by Step) How To Build An Affiliate Marketing Website in 2020 (Make Money Online) #### 5. Missy Ward Missy Ward has been in the affiliate marketing space since 1999, managing marketing departments for various companies and running a range of affiliate sites. Ward is also the co-founder of Affiliate Summit Corporation, and author and editor of books, such as: Make Money With Your WordPress Blog: Learn How To Monetize Your Blog Using Affiliate Marketing Internet Marketing from the Real Experts #### 6. Shawn Collins Shawn Collins co-founded Affiliate Summit, the leading industry conference for affiliate marketing. He shares updated tips and strategies for affiliate marketing on his own blog, including his guide, “Successful Affiliate Marketing for Merchants." Collins has also authored: Extra Money Answer: How to Create, Promote, and Monetize an Affiliate Site Affiliate Manager Boot Camp: Recruiting, Educating, and Retaining Affiliates." #### 7. Charles Ngo Charles Ngo offers “the cheat codes to affiliate marketing" on his website and affiliate marketing blog for over 75,000 readers. He also provides a range of helpful resources, including" “The Ultimate Guide to Affiliate Marketing affiliate marketing toolkit #### 8. Zac Johnson Zac Johnson has been using affiliate marketing to make money online for over 20 years. He's been documenting his entrepreneurial journey and sharing strategies for success on his affiliate marketing blog. Johnson also runs: Complete Guide to Affiliate Marketing & Blogging Rise of the Entrepreneur podcast. #### 9. Rae Hoffman After earning her GED, Rae Hoffman, a.k.a. Sugarrae, went on to build a multi-million-dollar business and become a highly revered entrepreneur. Visitors to her website can learn more about her SEO consulting services and SEO and affiliate marketing toolbox for success. #### #### 10. Matthew Woodward Matthew Woodward helps entrepreneurs and digital business owners increase traffic and sales. He created his own blog in 2012 as an SEO experiment and generated so much success, he published his income reports for nearly six years. Woodward's site offers over 240 tutorials, including: Do You Want More Search Traffic? Build a Blog That Matters ## Conclusion Anyone can become a successful affiliate marketer with the right strategies and tools. You just have to make sure you're deliberate about the content you create and partners you team up with. Use these tips and examples to guide you, and start building your successful affiliate marketing program today so you can begin driving revenue and reaching new customers. --- ### Customer Referral Programs: Definition, Benefits, How to Create One URL: https://www.taboola.com/marketing-hub/how-to-build-and-market-your-referral-program/ Last Modified: 2025-07-15 08:56:30 Word-of-mouth referrals are powerful: Recommendations from your friends and family are the most trusted form of advertising. In fact, Nielsen found that 88% of people trust referrals from their network over television and online ads. According to Mention Me’s report “The Consumer Advocacy Gap,” referral increases new customer acquisition by 8% (rising to more than 30% through strategic optimisation). Referred customers spend 11% more on their first order (and 8% more on subsequent orders). Referred customers are 5x more likely to refer others. Fortunately, you can now build and market a referral program within minutes, and as a result, brand advocates can instantly promote your business in droves. Since referrals are a trusted form of advertising, it’s also likely that these promotions will turn into sales. ## What is a Customer Referral Program A customer referral program incentivizes existing customers to send new customers, usually by offering some kind of reward for the referral — usually discounted or free goods and/or services. A real-life example of a customer referral program is the Airbnb Guest Referral Program, which gives customers a special link to share with friends and family. When someone uses your link — to explain in the company’s own language — “Your friends get a coupon for their first booking, and you earn travel credits when they complete their first trip.” ## Benefits of Implementing a Customer Referral Program You might well wonder, why should I go through the trouble of trying to encourage my customers to bring me the business of only one or two of their friends? Surely that’s not much of a revenue stream. Isn’t it better to focus resources on campaigns that will bring in lots of customers at once? Maybe. But there's a well-known principle in business: It is usually cheaper and easier to retain an existing customer than to acquire a new customer. If your business model is such that you don’t care if you only have a one-off transaction in a lifetime with a given customer, like selling crafts to tourists, then maybe it matters less. From the merchant’s point of view, a customer referral program tends to have greater utility if the business model is subscription-based or relies on repeat customers. For example, your local coffee shop is unlikely to offer you a 10% discount for your coffee as a reward for sending a friend there to buy a single cup of coffee. There’s limited upside to that, since the merchant has no way of knowing whether that friend will come back, and meanwhile the coffee shop has cut into its margin by giving you the discount. By contrast, a coffee company that works on a mail-order subscription model, where the customer purchases coffee beans every month, would be much more likely to reap rewards from getting new customers sent their way. Furthermore, such a program might incentivize existing customers to keep their subscription going in the anticipation that they can get many more referral-based discounts down the line. So it’s a win-win: You’ve gained a new customer, and increased the loyalty of the old one. A customer-referral program offers a business many benefits: ### Cost-Effective Customer Acquisition - Lower costs than traditional advertising: Instead of paying for large-scale ads (TV, print, or online ads), referral programs reward successful conversions, meaning you only pay (in discounts, products, or incentives) when a new customer actually comes on board. - Predictable and trackable: Because each referral often has a clear link or code, it’s easier to see exactly how many new customers came through the program and how much each customer cost to acquire. ### High-Quality Leads - Word-of-mouth trust: Referrals typically come from satisfied customers who share honest experiences with friends or family. This trust factor often leads to higher conversion rates among referred leads. - Pre-qualified customers: People who are referred already have some knowledge or recommendation about your products/services, so they’re more likely to be a good fit and proceed to purchase. - Better Customer Engagement - Incentivizes interaction: A good referral program encourages existing customers to think about your business more often — checking their referral status, sharing referral codes with friends, and so on. - Community building: By rewarding word-of-mouth promotion, you foster a sense of community around your brand and turn one-time buyers into active promoters. ## How to Create an Effective Customer Referral Program How can you launch your referral program? Let’s break down the steps you need to take to build and market a referral program of your own: - Step #1: Choose referral incentives - Step #2: Do the math - Step #3: Launch a referral program Let’s get started. ## Step #1: Decide on Your Referral Offer Incentives distinguish referral programs from other forms of marketing strategies. Customers who act as brand advocates receive freebies, discounts and exclusive offers in exchange for a successful referral. That’s exactly why the first part of building a referral program is deciding what you’ll reward customers who share your products. People want to get rewards – big or small – in exchange for customer loyalty. By giving your existing customers a nudge and a reward, you can speed up the referral process and get their network to know how much they love your products. For example, Thrive Causemetics offers vegan and cruelty free products to consumers. Their refer-a-friend program rewards advocates and their referred friends with $15 off. For every product purchased, they also donate to causes such as domestic abuse, cancer and homelessness. Cash rewards or discounts are some of the easiest rewards to distribute en masse, but they’re not the only options. Think outside the box and brainstorm incentives that are useful to customers. - Which incentives will encourage them to share your product or service with others? - What do they actually want from your product? - Can you satisfy brand advocates with upgrades and exclusive offers? Let’s look at a real-life example: Dropbox. The brand’s referral program offers existing customers 1 GB of free storage for every friend who installs the Dropbox desktop app—and the friend gets 500 MB of free storage upon signup. Your goal as a vendor is to consider what your customers really want in return for recommending your product to others. Once you’ve decided on an offer, it’s time to crunch the numbers. ## Step #2: Do the Math Time to do a little math. Once you’ve decided on a referral reward, calculate whether or not implementing it will bring in — or cost you — money. The first is to determine the cost versus your expected revenue. Write down the cost of your referral program (i.e. expense of your referral reward) and then estimate how much you think the program will bring in sales-wise. If you have launched a referral program before, you can use the past data to estimate expenses or profits. Otherwise, you’ll need to make a rough estimation by looking at cost per acquisition. In general, referral rewards should cost around 10% to 20% of the value of your product so your business will stay afloat in spite of distributing them en masse. Here are additional elements to consider: ### Minimum purchase amounts Add a minimum purchase amount to ensure that you’ll get something in return in exchange for the freebie or cash. You may offer a free welcome gift, but only if they spend a certain amount. ### Referral review period What if the referred friend makes a purchase but returns the product? Review the transaction and modify your to Terms & Conditions to ensure rewards will only be distributed when a purchase has been made. ### Limited number of referrals While some bigger companies like Uber have unlimited referral rewards for their customers, other businesses don’t have the cash flow to maintain these luxuries in the long-term. Exclusive offers for limited-edition products may be distributed on a first come, first serve basis or until stocks last. The time limit may encourage brand advocates to act as soon as possible. A good tip is to monitor the impact of your referral program in your sales and profits to ensure that you will breakeven. ## Step #3: Build Out Your Referral Program Building a referral program from scratch involves a lot of trial and error. The Airbnb team spent 90 days writing 30,000 lines of code just to get their referrals system up and running. Fortunately, apps like ReferralCandy allow businesses to create a referral program within minutes. You can specify the referral rewards and the platform will handle sending referral codes and handling the entire referral process for all parties involved. ## What are the Different Types of Referral Programs? ### Customer Referral Programs - Direct Referral: Customers refer friends, family, or colleagues directly to the business. For example, a customer might share a unique referral link or code. - Incentive-Based Referral: Both the referrer and the referred receive rewards, such as discounts, free products, or credit. For example, "Give $10, get $10" programs. - Tiered Referral Program: The more referrals someone makes, the greater the reward. For example, you get a $10 reward for one referral, $20 for two, and $50 for three or more. ### Affiliate Programs While customer referral programs typically reward existing customers for bringing in new ones, often through incentives like discounts, credits, or small cash bonuses, affiliate programs often involve individuals or businesses promoting products or services for a commission, typically by sharing links, banners, or special codes and earning a percentage of sales made through their efforts. ### Influencer or Social Media Referral Programs Companies collaborate with influencers on platforms like Instagram, YouTube, or TikTok to promote their products. Influencers typically receive free products, monetary compensation, or affiliate commissions for sales made through their referral links. ## Best Practices for Promoting Your Customer Referral Program As soon as you’ve launched a referral program, test the waters with your existing customers. A common way to start this off is by promoting your referral program in your website, landing pages and emails. The key is to make a clear copy highlighting your referral reward and process. Another tip is to promote your program through a referral email. You can briefly mention your referral program at the bottom of your promotional emails. Alternatively, you can even invite customers to join your program through a post-purchase transactional email. ## Get People (Socially) Shouting About Your Product Get your brand advocates to share your product via word-of-mouth through their social media accounts. Boost referral membership by enabling customers to share them socially. You can add social media icons at the bottom of your referral message to spread the word and share the referral program link. This means more chances of your program being successful. Plus, when sharing a referral link, customers are probably going to say something nice about your brand, which can lead to a higher engagement level compared to when a company is promoting itself. For example, Peloton – a retailer of workout equipment – initially launched a referral program that let customers $100 off shoes and accessories. Since brand advocates want their friends to access this perk, they share their positive customer experience and their referral link on social media. How to get started? ReferralCandy lets companies build their own program and facilitate the entire process. Their app even offers a 30-day free trial that lets you build and test your own referral program for your business. ## Examples of Successful Referral Programs ### Morning Brew Morning Brew’s referral program was built from the ground up by developers stream Ruby on Rails. It’s a case study in a successful referral program; the company claims that 35% of its subscribers originated from its referral program.The program took a long time to develop because the company’s developers had to create unique referral codes, links, a double opt-in process and API requests, according to the company’s Senior Product Lead, Tyler Denk. ### Dropbox The Dropbox referral program, mentioned above, played a significant role in the company’s rapid growth. In fact, Dropbox reportedly grew from 100,000 to 4 million users in just 15 months, largely driven by this referral program. ### Tesla In 2017, Tesla’s referral program reportedly accounted for over 40% of the company's Model S and Model X sales in some markets. ## Measuring the Success of Your Customer Referral Program There are a number of useful metrics to help you quantify the success of your referral program. Here are the most commonly-used ones: ### 1. Referral Conversion Rate - What to Measure: The percentage of referred customers who actually sign up, purchase, or complete the desired action (e.g., booking, registration, or purchase). - Formula: Referral Conversion Rate = (Total Number of ReferralsNumber of Referrals who Converted)×100 ### 2. Customer Acquisition Cost (CAC) - What to Measure: The cost of acquiring a new customer through the referral program compared to other marketing channels. - Formula: CAC = Number of New Customers Acquired / ReferralsTotal Referral Program Spend ### 3. Referral Program ROI - What to Measure: The return on investment (ROI) of your referral program by comparing the revenue generated through referrals to the costs incurred running the program. - Formula: Referral Program ROI = (Revenue from Referrals - Cost of Referral Program)/ Cost of Referral Program ## Key Takeaways A customer referral program incentivizes existing customers to send new customers, usually by offering some kind of reward for the referral. Customer referral programs offer many benefits, including Cost-Effective Customer Acquisition, high–quality leads, and better customer engagement. Key metrics to measure the success of a referral program include the referral conversion rate, customer acquisition cost, and ROI. ## Frequently asked questions (FAQs) ### What is the most successful customer referral program? In terms of customer growth, one of the most successful customer referral programs is Dropbox, which reportedly grew from 100,000 to 4 million users in just 15 months, largely driven by this referral program. ### How much should a referral discount be? No matter how confident you are in your product, your discount should not significantly reduce your profit margins. One way to arrive at a referral discount is to calculate your cost of goods sold (COGS) or cost of service, overhead, and profit margins. Then experiment with offering a percentage (for example, 10%, 15%, 20%) or a fixed amount ($10, $20) that keeps you in the black. ### What is an average referral rate? Rates depend greatly on industry and the size of the business. Consumer goods and e-commerce might see referral rates of 2% to 5%, whereas services tend to have higher referral rates — sometimes 15%-30% — especially in industries where word-of-mouth is crucial, such as beauty salons. --- ### Paywalls: What They Are, How They Work, How to Build One URL: https://www.taboola.com/marketing-hub/how-to-build-a-paywall-for-a-small-website/ Last Modified: 2026-06-22 08:44:32 ## What is a Paywall? Paywalls are digital gates erected in front of website content, often news or newspapers, that require readers to pay to consume the content. The payment required is normally in the form of a monthly subscription, but the types and fees can vary. Paywalls are used in mobile apps, streaming platforms, games, and all types of websites. The Reuters Institute for the Study of Journalism found that 76% of U.S. digital news publishers have a pay model in place. That’s a big jump in just a few years from 16% in 2017. Audiences have become accustomed to paywalls in all areas of their digital life, and paywalls continue to appear in new and creative ways. ## Why are Paywalls Becoming More Popular? As online content grew in the late 1990s and early 2000s, newspapers started losing ad revenue dramatically. Paywalls arose as a solution — or at least, a way to mitigate these lost earnings. Digital advertising alone doesn’t generate enough revenue, since display ads require huge numbers of page views to be successful. As the web has developed, the technology has grown quickly. There are many easy-to-implement paywall solutions, and plenty of easy ways for consumers to pay (and publishers to get paid). After a decade-plus of paywalls used in website content, the model has proved itself valuable and sustainable. ### Combining the leading open web performance ad platform with powerful personalization AI to effectively grow your programmatic ad revenue, and develop your audience Grow with Taboola   ## How do Paywalls Work? Paywalls simply stop a user from continuing further in an app or on a website. They may appear as a pop-up, stop showing text legibly, or show a lock or stop symbol. A user likely has to enter their contact information, including an email and a payment method, to continue consuming content. There may also be a new user discount or savings opportunity at this initial step. Paywalls are fairly straightforward, but there are some different ways to employ them. These are some common ways a web user might encounter them: - A newspaper site asks readers to subscribe after they’ve read five articles. - An e-learning site offers some free courses, but retains premium offerings for subscribers. - An app that’s free to download offers basic features, then gates additional features or all features after a certain amount of time. - A few paragraphs of an article might be free to read, then text becomes grayed out until a reader subscribes. - An online game is free at first, but once a user gets to a certain level, they have to pay to continue. - A B2B SaaS company offers a basic level of service for free, but more users or more features require a subscription. ## Types of Paywall Models There are a few types of paywall models to consider, based on the business’ revenue and traffic goals, what content is being gated and why, audience behaviors, and the long-term goals of the site or app. Common types of paywalls include: ### Hard Paywalls A hard paywall doesn’t offer readers any free content. Hard paywalls are the most restrictive type, but they allow publishers to build an audience of only the most dedicated and relevant readers. This can work for publications with strong brand recognition and reputation for high-quality and unique content. Hard paywall examples include: - Netflix: The streaming service doesn’t offer an ad-supported or free offering. - The Wall Street Journal: The paper’s site was one of the first to erect a paywall in 1997 and remains hard-paywalled. ### Soft Paywall A soft paywall offers a way for a user to explore some of a site’s content before hitting the paywall. This can help a reader gauge whether the content is relevant and high-quality before subscribing, and offers more flexibility for the site or publisher than the hard paywall option. Soft paywall examples include: - Medium: The blog site allows readers to see some of the content for free, but posts are gated beyond a certain point. - Spotify: Listeners can access a certain amount of audio content for free, but that includes ads, which users can eliminate with a premium subscription. Within the soft paywall category, there are a few variations: - Metered paywalls can be structured to kick in after a certain number of free content pieces or after a certain amount of time, and may reset monthly. This model works well for businesses constantly producing new content that can entice new subscribers with the free allotment. - Freemium paywalls offer a mix of free and paid content, so that, for example, a news site’s weather forecasts are free to view, but more in-depth stories require a subscription. ### Dynamic Paywalls A dynamic paywall is a way for content publishers to tailor offers in a more sophisticated way, using available data about the audience. The offer to each reader can change depending on a reader’s behavior and geography. So, one reader might be asked to create an account to access a few free articles, while another reader hits the paywall immediately with an ask to subscribe. A more engaged reader might immediately be asked to pay, while another with fewer strong signals of intent would get a few more free articles. Within the dynamic paywall model is multi-dimensional metering (MDM), which considers visitor relationships beyond the paywall. Instead of asking a user to subscribe or stop engaging with the site, it may ask them to sign up for emails, follow the company on social media, or take other calls to action. ### Membership Model A membership model isn’t technically a paywall, but it’s a way to generate revenue from readers. UK-based The Guardian uses a membership model, which asks readers to subscribe on a sliding payment scale. It’s easy enough to scroll beyond the membership ask or close the pop-up window, but the idea is for the ask to be intrusive enough that the membership experience is more seamless. As paywall technology has matured and publishers have gained a stronger understanding of their audiences, FT Strategies found in its research that hard paywalls grew the most, followed by dynamic and freemium paywall models. ## How to Choose a Paywall Model Recent research from the Lenfest Institute found that there aren’t necessarily hard-and-fast paywall rules, but that publishers should continuously measure and evaluate data to decide what’s right for their audience. Spend some time considering which paywall model will work for your business, taking these areas into consideration: ### Content Pipeline Readers who subscribe to your site will be looking for consistently engaging, high-quality content to feel like their payment is worth it. Ensure that your publication schedule is up to snuff, and that you have the content creation and technology resources to support it. ### Audience A site with a loyal audience will have an easier time erecting a paywall. Do some research to understand what your brand’s reputation is and what your readers are looking for. Hard paywalls are most successful for business and finance publications, where readers use the information for their jobs. ### Competitors If a reader can find the same or similar content elsewhere for free, they will, so consider carefully if your site will be the only paywalled one in your immediate industry or niche. ### Revenue With a paywall in place, you may very well increase revenue over time. But in the shorter term, make sure you take into account the lost ad revenue that a paywall (especially a hard paywall) will cause. Also consider the hit your site may take with organic traffic, since paywalls can be bad for SEO — they cause a higher bounce rate, and hard paywalls are more difficult for Google to index in search. ## How to Choose a Paywall Provider Choosing the right paywall provider depends on the size of your business and what type of features you want in a paywall. Consider these factors as you’re choosing a provider: ### Flexibility If you’re new to using a paywall, look for a provider that supports various types of paywalls. Every paywall provider is different, and they don’t all offer every type of paywall model. You may start out with a hard paywall and later want to try a metered option, so look for a provider that can evolve and grow with your business. ### Integration Make sure a third-party paywall service connects to your CRM and other key systems, and that it’s easy to charge readers and take in payment. ### Technical Needs Look at the paywall tools that are a match for your in-house developers and the size of your company. For a smaller business, try a WordPress paywall plugin, or something similarly straightforward. Online platforms like Pelcro offer easy setup and automation for paywall installation. With developers on your team in-house, you can code a paywall into your website and customize accordingly. ### Cost As with any software purchase or new development project, take a close look at the pricing model and how it will compare to the new revenue you expect to earn from the paywall. ## Examples of Paywall Sites ### Journalism The Wall Street Journal was a very early hard paywall adopter, with nearly 30 years of asking readers to subscribe to consume any of its content. Its subscriber base is estimated at more than 4 million. Wired launched a paywall in 2018, reporting a 300% increase in subscribers in that first year. ### Creator Platforms Substack asks for subscriptions with a soft paywall that allows readers to sample a few newsletters from each writer. Similarly, Medium asks for a subscription fee after a few free articles. ### Streaming Services These services have exploded in popularity, with varying degrees of ad-supported streaming. Some, like Hulu, offer several pricing tiers, with the cheaper option still showing ads. Spotify, as mentioned above, offers some free content and a premium plan. Each service may change and refine their offerings over time and raise subscription prices regularly. ### Shopping Amazon Prime is a ubiquitous example of a membership model that offers free, faster shipping to members, along with free video streaming, for an annual charge. Sites like Thrive Market charge a monthly fee to shop its goods. ### Software B2B and B2C software companies use paywalls in various forms to upsell their users. For example, design platform Canva offers basic designs for free, asking only for an email address, with more features available with a subscription. ## Benefits of Paywalls ### Revenue As the primary reason for paywalls’ existence, revenue drives the decision behind adding a paywall to a site. Paywall income adds another entire revenue stream for a business alongside ads and other money coming in, and can help to fund investigative journalism and other high-quality content. The money is also steady, and can grow: For example, The New York Times made almost $1 billion from its digital subscriptions in 2022. ### Audience Data You can learn a lot about your audience from paywall data. Study how many posts a reader consumes before subscribing, and see which articles drive readers to subscribe — these data points can help inform your broader content strategy. ### Engagement Paywall models offer a lot of flexibility in how and when you set them up, and how you use them to engage more with your readers. You might offer free access to the site for a period of time if a user signs up for your email list, for example. You can also send custom content to subscribers once you have their email address, helping to keep them interested. It’s also worth testing whether users will pay for ad-free experiences or other premium offerings. ### Brand Building More intangibly, erecting a paywall can help boost your brand’s reputation as a high-quality content producer. While brand reputation has to be strong for the paywall to work, subscribers often take paid communities or sites more seriously, so think about what you’re offering and why it’s valuable before setting up that paywall. ## What to Consider Before Launching a Paywall on Your Website Before you launch a paywall, and once it’s launched, make sure you’re keeping an open mind on what will work for your business. You may have to experiment and tinker with the paywall to get to the right option. Here are some common considerations to keep in mind: ### Time the Paywall Right Too early in a reader’s journey, and a paywall might turn away too many users; too late, and users might be surprised or frustrated by the paywall. In a free app, don’t immediately put up a paywall before a user has a chance to see the app’s basic features. Generally, a user should be able to gauge the value of what you’re offering before you ask for payment. ### Give Users Different Pricing Options As a consumer, you’re likely used to tiered pricing, which can be found everywhere from streaming TV shows to SaaS subscriptions. Offer flexibility to your users, such as subscriptions on a monthly, quarterly, or annual basis, and consider a trial period before you ask for a financial commitment. It’s also a careful balance to find new members with your content, giving away just enough for free while meeting revenue goals. ### Make the Paywall Part of the Ecosystem A paywall doesn’t exist in a vacuum. Your audience relationships should be created and nurtured carefully, with measurements in place to understand engagement. You might use churn analysis and engagement testing to keep subscriber rates strong, and consider the other ways you offer readers value through their subscription, such as with newsletters, gift articles, and more. The Lenfest Institute’s research found that subscribers who also receive a publisher’s email news product are 5-10x more likely to subscribe, and those who follow the brand on social media are 4-6x times more likely to subscribe. Pricing variation, churn analysis, and engagement testing are key tools for publishers to keep subscribers engaged. By experimenting with price, understanding sources of churn, and targeting subscribers to improve their engagement, publishers can improve their retention rate. ### Track Data Before, During, and After Paywall Setup Gather all the data you can about your users and content ahead of time, and do some modeling of various scenarios so you won’t be surprised by traffic dips or other (ideally temporary) declines. Also, keep track of user experience metrics and listen to your users so you know if a paywall causes strife. ## How to Create a Paywall in 5 Steps It’s easier than ever to create a paywall. Here are the key steps to follow as you’re getting started. ### 1. Evaluate Your Content The content you ask readers to pay for has to be worth it. Gauge how much valuable existing content there is, and what the ongoing publication pipeline looks like. This will prevent the loss of subscribers quickly if they don’t see anything new being published. The entire content process has to be strong, starting with the strategy and ending with polished production. ### 2. Evaluate Your Creation Infrastructure Paywalled content goes beyond simple written content to include true digital storytelling, with top-notch design and graphics, plus video and audio. Consider what resources you have already and what you might need to add to keep readers coming back. ### 3. Evaluate the Provider Options Take a look at paywall provider options in your price range to see what they can offer, or scope out the work and time frame if there are in-house resources available. Consider how easy a tool is to set up, what metering options it provides, what reports you can get, whether you can do transactions for just one article, and which other features are included, like newsletter subscriptions. ### 4. Implement the Paywall When you’re ready with your subscription platform, turn the paywall on, and monitor carefully on a daily or even more frequent basis. You may continue to tweak how and when you deploy a paywall, but user sentiment and signup rates in the beginning are important signals on how it’s going. ### 5. Test, Learn, and Test Again The data your tool provides will help gauge how the paywall is going, and so will the other metrics you’re likely already tracking, such as site traffic, ad revenue, and more. Your paywall strategy will likely change as trends come and go, and as your business grows and matures. Understanding the potential and the limitations of the paywall will require a lot of data and testing. ## Key Takeaways Paywalls have grown more sophisticated since they became commonplace in the 2010s. There are many varieties — hard, soft, and newer multi-dimensional paywalls — and businesses should carefully consider their audience, revenue goals, and content offerings before choosing the best paywall type. Test and learn to get to the right model for both the business and its audience. ## Frequently Asked Questions (FAQs) ### Can I create a paywall without requiring users to login? A metered paywall doesn’t require users to log in immediately, so a user can consume some amount of content without having to create an account. With a hard paywall, any user can usually view the site’s home page, article headlines, and perhaps the first paragraph without logging in. Eventually, though, all types of paywalls ask for user login and payment. ### What is a digital subscription? A digital subscription is a paid offering for users to be able to access all (or part, if it’s a tiered model) of the content on a publisher’s site. These subscriptions might include extras on top of content viewing, such as newsletters, ad-free experiences, gift articles, comment access on articles, or a tangible gift item. ### What is the average number of articles publishers should set for their metered paywall? The number of free articles has declined since paywalls were first introduced. Publishers commonly offer five free articles per month, but some offer three or even zero, depending on their model. While it’s tempting to give away more free articles, that works against the goal of scaling up paid subscriptions quickly. Try setting up a free registration option first for your readers to consume a few pieces of content, then test a few places to add a paywall so you can understand your readers’ tolerance for it. --- ### Health & Fitness Benchmark Report: Campaign Data, Trends, and Insights URL: https://www.taboola.com/marketing-hub/health-fitness-benchmark-report-data-trends-and-insights-to-keep-your-campaigns-fit/ Last Modified: 2025-06-09 11:48:09 More than ever before, health & fitness consumers have options at their disposal to take their wellbeings into their own hands––literally. With apps, start-ups, and all types of digital resources, consumers have more ownership over their health and fitness, both physically and mentally. And now, as we find ourselves all in the midst of a global pandemic, the health industry is changing even more, and the wants, needs, and priorities of consumers are changing along with it. Connecting with consumers may mean spending an extra hour or two in the marketing training room. We flexed the numbers and found the best opportunities––areas with low supply and high demand––for health & fitness marketers to get their campaigns in shape. We define supply by percentage of spend on a type of content across the Taboola network and demand as click-through-rate (CTR). Now, let’s get into the data. ## Best Content Types For Health & Fitness Creatives The best content types––videos, articles, photos––vary by country. In the industry, there’s a large supply of text-based content, but it’s not being met with as much demand as other content types. The largest opportunity for health & fitness marketers is actually found in campaigns with photo gallery landing pages, where demand is high without the supply available to meet it. ## Creative Best Practices for Health & Fitness Marketers In the Health & Fitness Benchmark Report, you’ll find an in-depth look at all of the best practices for building successful video and sponsored content campaign creatives. Here are just a handful of the image trends that are proven to increase the success of health & fitness marketing creatives. Including Download the full report for a look at more image recommendations such as color vs. black & white, including food vs. leaving food out, and more. Our sponsored content recommendations also take a look at the trending headline keywords to increase click-through rates. Here are some examples of high performing headlines based on the keywords: - Eight Surprising Sources Of Vitamin C - Ditch The Gym Membership With These At-Home Workouts - Don't Leave For An Outdoor Run Without These Six Things ## Time of Year Opportunities For health & fitness marketers, certain times of year hold more opportunity than others. Here's when we recommend increasing your content discovery budget: ## Competitive KPIs in Health & Fitness Marketing Lastly, we took a look at the health & fitness campaigns across our network and pulled out the KPIs we saw being targeted the most frequently: ## More Where That Came From... Download the full Health & Fitness Benchmark Report for insights on: - Targeting audiences efficiently - Opportunities around device targeting (for desktop, mobile and tablet) - Recommendations for site targeting - Data-backed tips on the best times of day and days of the week to reach audiences - ...and much more. --- ### What Is Content Optimization (And How to Do It)? URL: https://www.taboola.com/marketing-hub/what-is-content-optimization/ Last Modified: 2026-06-22 08:41:20 Content optimization is the the process of ensuring that content is written, published and technically built so that it reaches the largest audience possible. The process includes the inclusion of relevant keywords, meta and title tags, links, headers and sub-headers, on-site speed, calls-to-action (CTAs), image sizes, and many other factors. Content optimization is a part of every successful content marketing strategy. When you get content optimization right, your whole content marketing function is successful—all types of content marketing, from text-based articles (like this one) to video content marketing campaigns can and should be optimized. No matter whether you're creating content for brand awareness or performance marketing KPIs, there are multiple ways to tackle content optimization. The most important is optimizing for search engines, otherwise known as SEO. ## Why is Content Optimization Important Content marketing optimization is important because without it, your content is unlikely to found by your audience. Think about it—search-based queries aren't the only way people find content, but they are the most powerful way people can find your content without you directly sending it to them, like you do on social media, or with ads. When you optimize your content for search engines, people, and potential customers, find you on their own. You should optimize content to: - rank on search engine results pages (SERPs) - earn links - educate an audience - drive social engagement - increase lead generation - increase top of the funnel leads - And many more ## What is the difference between creating content and content optimization? Content is for readers, content optimization is for machines. When you're creating content, your audience should be top of mind, and providing them valuable information should be your north star. How you present that information should be appealing to the algorithms that surface content to the audience it's valuable for in the first place. Search algorithms will rank content that's highly optimized higher on a search page than one that's not optimized. In addition, if your website covers a significant amount of topics in your specialized line of business through a solid SEO content strategy, you could outrank your competitors. ## How Content Optimization Works Content optimization works by making changes to your content's copy, structure and metadata so search engines receive strong signals that it's useful. For example, to separate an article into different sections, you might make section titles throughout bold. Alternatively tagging them as and actual header (h2, h3, h4, etc.) provides stronger signals to a search engine, and will move it up the ranks. There are many technical examples like this one, but each of these small tweaks makes an impact on your content's visibility. ## How to Optimize Content There are several factors to keep in mind when it comes to optimizing your content, including tweaks for text, images and social sharing, and new strategies, which we'll walk through in detail. But the first and most important stages are defining your goal, and researching what it takes to reach that goal. For example, a pet food company might be looking to rank for the term, "healthy dog food" which according to Google Keyword Planner gets 10K - 100K searches a month on average. Before you start writing, you should ask yourself: - What's the search intent for this keyword? Search for it yourself, and check out competing articles to see what people have already deemed relevant. - Can you improve on the content that's already ranking for the term? Do you have better information, a unique perspective, or unseen data to share? - What types of content are there? Are they videos, photo galleries, infographics or text-based articles? Which should you create? These three basic questions should give you a foundational outline for your content, before you start production. Once you've drafted your initial piece, you can dive into the following list to optimize it. ### Optimizing Text The copy on the page itself goes a long way when providing signals to search engines to improve your rank for a specific keyword. #### 1. Write Great Content There are no shortcuts to a high search engine rank—in order to get there your content has to be good. I break down how to write good content here, but the best way to illustrate how to do this is to illustrate how not to do it. For example, A company that sells kitchen appliances might be looking to rank for the keyword, 'best dishwashers.' To do so, they decide to publish an article on their blog titled 'The Best Dishwashers of 2020." Their first paragraph looks like this: The best dishwashers of 2020 are all listed here. We've selected the best dishwashers to make your selection process simple. The best dishwashers are all selected by professionals who know the best dishwashers inside and out—ranked by price and functionality—to ensure you get the best dishwasher for your needs. In two sentences, I used their target keyword five times. This is one example of a bad practice known as keyword stuffing, and should be avoided. The article that actually ranks for this keyword introduces the article with new research, and clearly lays out their top choices, all of which they're transparent about selling themselves. #### 2. Keep New Content Coming Search engines love new content—the fresher it is the better. If you're consistently publishing new content, the more likely it is that your site will achieve better search rankings. Another way to accomplish this is by updating older content, so that it stays relevant and fresh—just tell search engines that you've updated it. We do this at Taboola by marking each blog post with the date originally published, and the date in which we last updated the post:   #### 3. Optimized Title Tag A title tag tells search engines the title of your web page. This is what's displayed as the clickable headline for every given search result. It's coded like this: <head><title>Example Title</title></head>. According to Moz, a well known search authority, it should be between 50-60 characters long and written like so: Primary Keyword - Secondary Keyword | Brand Name. Here are some examples I found ranking for the keyword 'hiking snacks. You can test your title tag using these tools: - Smart Search Marketing: Google SERP Preview Tool - SEO Site Checkup: Meta Title Test - Rever Online: Title Tag Optimizer It's important to note that the title tag does not have to match the title of your article or the web page. This is otherwise known as the H1 tag. #### 4. Optimized H1 Tag An H1 tag indicates your webpages heading, and helps search engines understand what content is on that page. It's coded like this: <h1>TITLE</h1> Header tags are all snippets of code that tell your website how to display content. Headers have the same hierarchy as a basic outline—headers nest underneath one another as the get smaller. The H1 tag is the most important for search engines to determine what your content is all about. Here's an example from reliablesoft.net's extensive guide on H1 tags: A good H1 tag should follow these rules: - Be the same or only marginally different from the page title - Include your target keyword - Used only once per page #### 5. Optimized H2 Tag The H2 tag is the next level heading, after the H1 tag, and typically appears as the main section headers of the article or webpage. It's coded like this:<h2>SUBTITLE</h2> Pretty much everything that applies to the H1 tag applies to the H2 tag except for one—don't overuse them. Every time they appear, they should be valuable and clearly communicate relevant information to your audience. #### 6. Optimized Meta Description The meta description is the short snippet of text that appears in search engines underneath the title tag. It's coded like this: <head> <meta name="description" content="Text that will appear in search results"></head> Moz states that they should be between 155-160 characters and sufficiently descriptive of the webpage they lead to. You should think of your meta description like ad copy—it should compel people to click on your listing and visit your site. You can even include emojis. Here are some examples I found for the keyword, 'cheap pens.' You can use these tools to test your meta description: - Portent: SERP Preview Tool - SERPsim.com: Snippet Generator #### 7. Target Keyword in First Paragraph The main target keyword for your piece of content should appear in the first paragraph of your article in a relevant and natural way. Here's an example from nerdwallet, which I found searching for the keyword, 'financial planning': #### 8. Search Engine Friendly URL The URL of your webpage also provides search engines with descriptive information about your content. It should be straightforward and meaningful—and yes, also include appropriate keywords. This also means your URL might not be exactly the same as the title of your article or page. Here are some examples I found for the keyword, 'social selling tips': - 11 Tips & Tactics for Expert-Level Social SellingURL: https://sproutsocial.com/insights/social-selling-tips/ - The Sales Playbook to Social SellingURL: https://blog.hubspot.com/sales/sales-professionals-guide-to-social-selling - Social Selling: What it is, Why You Should Care, and How to Do It RightURL: https://blog.hootsuite.com/what-is-social-selling/ ### Optimizing Images The images on your page can't speak to algorithms themselves, but they can speak to people. Just like copy, images should be valuable and engaging first and foremost. Once they've been selected, they should be tagged properly to ensure they're noticed by search engines. #### 1. Alt Tags Funny enough, the widely used term alt tag is actually incorrect—it should be 'alt text,' 'alt attributes,' or 'alt descriptions.' These describe your image's function or appearance, to let search engines let them know what they're all about. Their coded like this: <img src="kittenonbed.gif" alt="Sleepy Kitten">. This is another place to avoid keyword stuffing—alt tags should accurately and sufficiently describe the image. Let's use this image of a pasta dish, as an example: Following Moz's principles, here are examples of the okay, the good, the bad and the ugly for this image: - Okay: <img src="spaghetti.png" alt="spaghetti"> - Good: <img src="spaghetti.png" alt="plate of spaghetti with homemade meat sauce topped with melted asiago cheese"> - Bad: <img src="spaghetti.png" alt=""> - Ugly: <img src="spaghetti.png" alt="spaghetti pasta meat sauce meatballs best dinners easy dinners italian recipes pasta recipes homemade pasta"> #### 2. Image Tags Image tags indicate the words that appear when you hover over an image and help the user understand its context. It's coded like this: <title="homemade spaghetti with meat sauce" alt="plate of spaghetti with homemade meat sauce topped with melted asiago cheese" img src="pasta.jpg"/>. Just like alt text, it should contain relevant keywords and avoid keyword stuffing. ### Optimizing Videos Search engines aren't just for articles, they're for videos too. YouTube is the world's largest, but other sites like Vimeo and Dailymotion also surface videos to people using a search function. Much like images, the way you describe your video content to search engines matters for their visibility, but the most important signal for video search engines is engagement. Remember—value first, optimization second. Always seek to provide the best types of content to engage readers, and then seek to optimize it for search algorithms. #### 1. Video Titles Your video title is just one factor that signals to search engines whether or not your video is relevant to a person's search query. Insert your keyword naturally into the video title to increase your changes of being seen. For example, I searched for 'fastest race cars' on YouTube and got the following: Notice that the second result doesn't include my search term—but it's likely there because it's a highly engaged with piece of video content. #### 2. Video Descriptions Video descriptions are essentially the video equivalent of a meta description. They should accurately describe your video content, naturally include your target search keyword, and compel people to click. Remember, treat them like ad copy—they're your front lines for those choosing which video to watch. Here are some examples I found for the search term, 'school supplies': Again, the second recommendations description doesn't include my search term, although it is included in the title. It's notably video content from a verified contributor, and likely highly engaged with. #### 3. On-site Optimization Hosting your videos yourself serve an SEO purpose—doing so allows you to collect more video rich snippets on search engines for your domain, customize your video player and build backlinks to that content. To clarify, a video rich snippet is the video equivalent of the title tag and meta description we talked about for copy-based articles. I searched for 'how to do a pushup' and got the following results: The top results happened to be YouTube videos—in fact, there's some controversy over whether or not Google prioritizes YouTube content—but a click on the 'More videos...' button at the bottom led me to results from other sites: To optimize the video content you're hosting yourself for search queries, keep the following in mind: - Have other media types on the page—accompanying text or photos will suffice. - Keep it to one video max. - Allow other people to embed it - Create a CNAME for your video files - Don't embed your content using iframe—use HTML5, Javascript or Flash instead - Have social sharing buttons - Create a video sitemap and submit it to Google (via Google Search Console) and to other search engines. Tools like Slickplan's visual sitemap generator can help - Submit a video sitemap to Google and other search engines ## Optimize Content with Social Media Social media activity really helps to optimize content for search engines. Simply posting the link isn't enough—you need to build relationships with other users, interact with them, and build a high amount of social signals, or human interaction metrics, to build credibility. ## Links Whether or not other people find your content valuable has a lot to do with how well it ranks for certain keywords, and one way search engines decide whether or not your content is valuable to other people is the amount and value of the links included within it, to it and leading away from it. #### 1. Outbound When people link from their sites to your site, and when you link from your site to other sites, it's considered an outbound link. The more authoritative the sites coming to and from your site, the better. Keep these best practices in mind when linking to other sites: - Only include links that are relevant to your content, and provide value for the reader - If you have to link to a non-authoritative site, use a nofollow link. It's coded like this: <a href="" rel="nofollow">TEXT</a> - Know who's linking to your site, using Moz's link explorer - Keep anchor text descriptive and relevant Keep these best practice in mind when seeking to get backlinks from other sites: - Produce high-quality content that people want to link back to and reference - Seek backlinks from authoritative pages - Try to increase your backlinks with time - They should be a healthy mix of follow and nofollow - Seek backlinks from sources that drive high-quality traffic to your site Check out Mo's deep dive into link building for further information. #### 2. Internal Links You'll also need to keep links between your own site's pages in mind. Strategically linking to your own content can increase your visibility in search engines as well as links to and from other sites. Good internal links should always have the mindset of the person consuming your content in mind. If they're reading article A, what sort of other content on your site would follow? Use that question as a guide to link to articles B, C, D, and so on. These are the main steps you'll need to follow to get started with internal linking: - Understand the user's buyer journey - Map the pages on your website based on that user journey. This example from Coggle.it shows what that could look like: - Link together the sub-pages that you've mapped in groups, and link together the main pillar pages at the top of the mind map. Here are a couple of things to keep in mind to keep 'clean' internal links: - Don't use a plugin - Say no to 'mega' menus - Never use automatic linking - Continuously update broken links SEMRush has a full guide to internal linking that is a good resource to go deeper on this subject. ### Mobile-First Design Layout Mobile traffic now outpaces desktop traffic according to Google, and whether or not your website is optimized for mobile traffic has an impact on your search engine visibility. In fact, in April of 2015, Google released an update which many people deemed 'mobilegedon' which increased the visibility of mobile-friendly pages in mobile search results. If your page isn't mobile-friendly, mobile traffic won't see it. Here are some best practices to keep in mind to ensure your site is friendly for mobile users: - Have separate URLs for desktop and mobile traffic. These often look like this: Dekstop: brand.com - Mobile: m.brand.com - Use dynamic serving to show different HTML/CSS code depending on device - You design should be responsive Backlinko runs through exactly how to optimize your current site in this mobile SEO guide. ### Optimize Page Speed The faster your page loads, the better the user experience. I know I never wait longer than a second for a page to load before clicking away, and I'm not alone—47% of people wait two seconds or less. Because of this, search engines prioritize sites that load faster than others. Here are some general best practices to improving site speed: - Get a server with good response time - Compress your images so they're not so big that they take forever to load - Structure your page's HTML and CSS structure so that the most important items load first - Practice minifacition and script compression—basically, take any unnecessary information out of your site files - Caching is when browsers store information about your website for a user, so when they return it loads faster. Choose the right cache policy for your website, based on how frequently it's updated. - Use the least amount of plugins possible Cognitive SEO dives deep into site speed with this full guide. ### Social Share Buttons Social share buttons help to boost traffic from social media sites by giving site visitors an easy way to share your content. Implement them on your blog or other important pages to increase traffic from social media sites: The buttons on our blog site begin at the top of the article, and follow you down the page: There you have it—optimizing your content is just as much of an impressive feat as creating good content in the first place, but it's well worth the effort when audiences find you. Here's a look at an example article on landing page optimization from the Taboola Blog, and how it's been optimized to help our audiences find it: ## While this isn't an illustration of every recommendation we made in this post, it's represents how multiple SEO tactics can work together in an article to improve site visibility with search engines. ## Content Optimization 2020 Google's major algorithm update in 2018 spurred a new wave of content optimization principles deemed the EAT principles—content should be at a high level of expertise, authoritativeness and trustworthiness. Content optimization is now less a matter of keywords and metadata, and rather focuses on ensuring that the content provides what it's audience is looking for in the first place. Following these six rules will ensure that your content is in line with Google's new requirements for search visibility. ### Build Trust Your content is there to build trust with your audience in the first place, so the best way to build trust is to continually publish relevant and valuable content for your audience—the trust will follow. In addition, keep in mind the following best practices to build trustworthy content in the first place: - Keep in mind MarketingLand's list of trustworthy words - Use data to back up your claims - Use user-generated (USG) content when it's relevant - Use case studies when relevant - Use any form of social proof—evidence that other's find this content credible ### Match Intent When someone types a query into a search engine, they're looking for something. They intend to find the answer to a question, solve a problem, find a product, etc. You need to anticipate what that intent is before you start writing or producing content, and make sure that your content satisfies it. To do so: - Search for the keyword yourself and see what's there - Map how other successful pieces of content are acheiving rank for that keyword - Make better content than theirs, following all of these practices ### Create Quality You've heard of quality content over and over again until you were blue in the face—but what does that actually mean? First, it's authoritative and matches user intent, which we just discussed. Second, it has the following: - No grammar or spelling mistakes - A clear narrative - The length is appropriate—there's no fluff - It stays on topic - It's formatted in a way that makes it easily scannable ### Establish Authority This one takes awhile, and is why SEO experts and digital marketers often proclaim that SEO is a 'long game.' It's made up of many small efforts that help you build authority over time. You can check your website authority for free with this tool from Ahrefs. Here are some of the pillars of establishing website authority: - Create trustworthy, quality content that matches user intent over and over again - Have authoritative authors contribute to your website - Contribute content to other authoritative sites ### Produce Calls-To-Action After consuming every piece of content you create, the user should clearly know what to do next. Many companies accomplish this with various types of calls-to-action (CTAs) like these: - In-line links included in the copy - Pop-ups when users go to leave a site or scroll a certain depth - Side-bar CTAs (like the one following you down the page on this blog) - Header CTAs that sit next to the navigation Hubspot has pulled together a master list of CTA-types for you to ponder. ### Optimize Engagement with Visuals Finally, your site needs engaging visuals. If your content isn't engaging for people when they land on your site, they'll bounce, and your content won't accomplish anything we've discussed here today. Engaging visuals can take the following forms: - Moving GIFs that explain a complicated topic - Infographics that visualize data or a process - Example screenshots or photographs to illustrate a point ## Conclusion Content is only valuable if it's seen, and one of the most beneficial ways to be seen is through search engines. Here's a breakdown of the highlights: - Create optimized and engaging copy - Make sure metadata is updated and relevant - Have a logical site structure - Work to improve your site's technical performance - Don't forget about optimizing videos - Keep EAT principles in mind This list of content optimization techniques, when executed well, will improve the chances that your content is visible on search engines. --- ### 12 Examples of Brands Supporting #BlackLivesMatter URL: https://www.taboola.com/marketing-hub/12-examples-of-brands-supporting-blacklivesmatter/ Last Modified: 2025-01-14 14:36:03 As the Black Lives Matter movement continues to sweep the United States, brands have attempted to take a stand against systemic racism and show their solidarity. The origins of the Black Lives Matter movement was a grassroots organization that rallied in response to the death of Michael Brown in 2014. Six years have passed and the movement is no longer a grassroots effort, but considered to be possibly the largest moment in US history, in part due to recent events in 2020. 2020 has been a trying year for many, but it's also brought visibility to many people and brands to the racial injustice that continues to prevail in the US. More than ever, consumers are holding brands accountable and asking them to do better and take action—and we want to help shed light on how you can do so. To make a significant impact as a brand, do more than post a black square on social media, which is performative activism, but also open your wallet. Yes, I did not mince my words—provide capital if you want to support the fight for the actual change many are demanding. To really fight systemic racism in this country, the organizations and community leaders who have always championed for change need equity and capital to operate. In addition, you should produce content and creatives that embody diverse and inclusive practices, or seek to make change internally before joining the conversation and wanting a seat at the table. We cannot expect brands to have all of the answers and there is so much work that has to be done, but we can start somewhere. Here is how 12 brands are trying to do that: ## Ben & Jerry's: Nuances in Ice Cream Flavors This popular ice cream brand has shown support and solidarity for causes they strongly believe in, including Black Lives Matter. They've been supporting the movement since before today's wave of brands demonstrating their solidarity. Ben and Jerry's creative and business model has always informed consumers that their consumer dollars go to supporting the numerous organizations and causes they strongly support. They are known for naming their ice cream flavors after a cause providing subtle nuance, but manage to get the message across to consumers. For example “Justice Remixed" flavor that is calling for criminal justice reform, educating consumers on the matter. Here are some examples of how they've spoken on their social platforms in support. View this post on Instagram The murder of George Floyd was the result of inhumane police brutality that is perpetuated by a culture of white supremacy. Link in profile for our full statement. A post shared by Ben & Jerry's (@benandjerrys) on Jun 2, 2020 at 10:54am PDT Tomorrow is #Juneteenth! Learn more about the origins of the holiday and why we need to stand together and continue the long march toward justice: https://t.co/Z3baQD7mm8 pic.twitter.com/k0M7MbvMfq — Ben & Jerry's (@benandjerrys) June 18, 2020 Their values flow in the overall structure of the company which values equality for all marginalized communities. They understand that addressing issues of injustice means providing capital to organizations who want to eradicate injustice and provide equality. They recently enacted a four point plan to guide corporations and leaders on how they can champion for change. ## Glossier: Black Owned Businesses Deserve Better Glossier is a direct to consumer beauty brand that has built content and a community with a diverse consumer base. Glossier has been a massive success, raising $100 million in series D funding. This year, VC funds that flowed to startups founded by women have accounted for only 2.7% of total investment, which Glossier wants to help solve. We often recognize collectively as a society the gender inequality gap that still persists, but often fail to understand that it's even more devastating for minorities, especially for Black owned startups. Black women startups only account for only 0.0006% of total investment. With black women entrepreneurship on the rise, oftentimes they don't have the privilege of receiving funding, and spend their own savings to fund their business. Glossier now recognizes they have the foot in the door that many do not have access to—they have to put in the work to help those who are not afforded the same opportunities. With recognition should follow action. The beauty brand recently announced on their social media their plans to fund $500,000 in grant money to black-owned beauty businesses, as well as providing $500,000 in donations to organizations fighting racial injustice. View this post on Instagram On May 30th, we committed to putting $1 million to work: $500K in donations to organizations fighting racial injustice, and another $500K in the form of grants to Black-owned beauty businesses. The call for submissions for our grant initiative is open today through July 3! Our vision has always been to change how the world sees beauty, and that means driving inclusive change within our own industry. We are committed to supporting and amplifying new leaders and voices, particularly those who have been historically underrepresented and under-resourced, and recognize that our work does not stop here—we have a lot more to do, both within Glossier and beyond. To hear more from our founder and CEO, @emilyweiss, and access the grant application, you can visit glossier.com/blog/grants (also in Stories) A post shared by Glossier (@glossier) on Jun 11, 2020 at 12:46pm PDT View this post on Instagram L’Oréal Paris stands in solidarity with the Black community, and against injustice of any kind. We are making a commitment to the @naacp to support progress in the fight for justice. #BlackLivesMatter A post shared by L'Oréal Paris Official (@lorealparis) on Jun 1, 2020 at 6:10am PDT ## Netflix: The Power of Storytelling Netflix has forever changed the media landscape, disrupting on how we traditionally consume television and film with their original content. With their original content lineup comes along original storytellers. Netflix has allowed creators like Ava Duvernay, Michael Cole, Mati Diop, and many others to bring stories to life and to educate and entertain the masses. For the longest time Hollywood has failed both behind the scenes and in front of the camera, not lending the way for creative expeditions to occur, and most importantly not pushing for proper representation. Netflix and other streaming platforms are following suit, saying goodbye to Hollywood's old ways and allowing for diverse content to have visibility on their platforms. The aftermath of George Floyd's murder prompted Netflix to dedicate their entire hompage hightlighting the Black Lives Matter collection of 56 shows, film, and documentaries, including Ms. DuVernay's mini-series on the false convictions of the Central Park Five, “When They See Us" and her documentary on systemic racism and mass incarceration, “13th." Netflix recognizes the power of storytelling, and that such work educates their audiences. They've donated $5 million to organizations dedicated to creating opportunities for Black creators, Black youth and Black-owned businesses, including Ghetto Film School, Black Public Media and Colin Kaepernick's Know Your Rights Camp. Additional funding from Reed Hastings the co-founder of Netflix donated $120 million to HBCUs (Historically Black Colleges and Universities). Supporting institutions that have historically provided educational equity where we are still in a time that educational disparity continues. View this post on Instagram A post shared by Netflix US (@netflix) on May 30, 2020 at 1:36pm PDT ## Reebok x Pyer Moss: Black Creatives Reebok shared their support of the black community by expressing how impactful they've been on the Reebok brand, as well as the country. To the black community: We see you. We stand in solidarity with you. This can no longer be the status quo. pic.twitter.com/LpE7HHp3qU — Reebok (@Reebok) May 30, 2020 Reebok also extended their partnership with Pyer Moss by Kerby Jean-Raymond, a Hatian American designer who's spent 11 years in the fashion industry building a label that demonstrates a narrative that speaks to Black heritage and activism. Through his solo collaboration, Reebok has allowed Raymond to have creative control and do what he does best with fashion. His recent capsule collection is a timely social experiment pushing the industry forward to examine itself. Black designers have not had the visibility in the industry until recently where the resurgence of New York Fashion has been invigorated by the likes of Pyer Moss, Teflar, Lukhanyo Mdingi, and others. The Reebok By Pyer Moss Collection 3 is inspired by the Ghanaian word Sankofa, “go back and get it." The collection reclaims a cultural heritage. The undeniable heritage is an inspiration that combines history and goes beyond just fashion, but a collection that ultimately showcases stories that need to be heard. ## The Honey Pot: Equity and Visibility The Honey Pot was founded in 2012 by Beatrice Dixon and is among a group of surging startups, including Lola, Cora, and Love Wellness. The Honeypot challenges the status quo of standard feminine care, with little diverse product options to choose from. This feminine wellness brand is black owned and is sold in Whole Foods and Target, which is rewarding as an emerging CPG brand that is minority owned. In March she was featured in Target's ad “Founders We Believe In," and took that opportunity to vocalize the difficulties she had starting her brand, and how she wanted to pave the way for the next black girl who has a great idea not face the same obstacles she encountered. Her feature in the ad drew racist backlash from some, which prompted the discussion of the equity and visibility gap that many black owned businesses encounter. The Honey Pot gained recognition and Dixon was praised for using her voice in Target's ad. She was asked if she would have said anything different if she had known the backlash she would receive prior to making the ad, and her response was simply no, unapologetically. With recents events, it's raised the question of how retailers could do more for black owned brands, paving the way for visibility which will generate equity back in the black community. Aurora James, known for her shoe brand Brother Vellies, started the 15% pledge asking retailers to commit to 15% percent shelf space to black owned brands. The 15% represents the percentage of Black in the United States. So many brands are built on Black consumer dollars. Her pledge campaign gained massive support. Big retailers like Sephora, which saw success with Fenty Beauty, signed on. West Elm also committed to joining the pledge and announced it on their social media accounts. ## Old Navy: Ads Amplifying Activism Old Navy is known for its ad featuring happy individuals singing while promoting their products and brand. Their new ad went a different direction, having five activists Marley Dias a 15 year old author of #100BlackGirlBooks and Ja'Mal Green a civil rights activist in Chicago for a 30 second commercial called “We are We." The ad debuted on all of their social media channels, and on TV. In it, Dias narrates a poem calling out the current state of the country, and ending the poem with optimism. She's optimistic that the work of unification and equality that's dependent on everybody to forge better outcomes and possibilities for all will be done. The ad was created by the Martin Agency, and also included Sara Mora, an immigrant activist and co-founder of the Women's March Youth Empower, Dawn Bozeman a community activist in Dunlap, and Sharene Wood, founder of 5001 Flavors based in Harlem. ## Proctor and Gamble: x Educating the Masses The world's largest advertisers, Proctor and Gamble, have used their platform numerous times to put a lens on racial injustice and bias. Their current ad created by Grey and Cartwright shows a close up of both black and white skin, and poses the question, how are Black Americans to respond “when we are shown over and over and over that our lives do not matter?" It then points out that “being white in America is not needing to state your life matters, and when your life matters, you have power." P&G communications officer Damon Jone wanted the ad not to just come off as just an informative piece, but as an invitation to challenge white people to do more to fight against racism. In 2019 Procter & Gamble's “The Look," they explore the bias that Black men encounter in America. The CPG conglomerate has explored this topic before with a video on Black parents having “The Talk" with their children about the racial bias they will encounter throughout life. The creative group Saturday Morning, lended their creative direction to shine a light on these important issues. Saturday Morning is a creative group that creates ideas that drive awareness and shift the perception on racial bias and injustice, so this collaboration with Proctor and Gamble was ideal. The Talk won an outstanding commercial Emmy award, and in the same year, the company's “My Black is Beautiful" campaign asked dictionaries to rethink their association of negative terms with black, as it relates to skin color. Oftentimes positive words are associated with the word white. P&G knows the power of advertising and continues to explore creative partnership to expand the narrative. ## Skittles: Support Is Not Seasonal Oftentimes we see brands take a stand when it comes to inequality, but the question arises, will brands continue their support long term? Pride month was last month and after that, we rarely see brands extend the conversation past a seasonal event. Skittles is not following that pattern. Instead, they partnered with Todrick Hall, an influencer and LGBTQ+ community member, to donate $100,0000 to the National Black Trans Advocacy Coalition. The Black trans community is a marginalized community that is further marginalized even in queer spaces, and often excluded from mainstream discussion about inequality they encounter. Hall took this opportunity to create a call to action for brands to do more to extend their support and advocacy past pride month, all year long. He advocated with his partnership with Skittles that his Black LGBTQ+ brothers and sisters deserve more visibility and support ## London Piccadilly Lights: BLM Is A Global Movement Although Black Lives Matter started in the states, this movement has become a global, highlighting the sad reality of that racism is not limited in the confines of America. London's Piccadilly Lights billboard showcases powerful images of Black Lives Matter protests taking place. The Piccadily light billboard is the iconic central London Billboard that often advertises brands, but took the time devot space to showcase powerful compilation of photographs and quotes from the Black Lives Matter movement. Piccadilly Lights is operated by Ocean Outdoor, a boutique media company that specializes in outdoor advertising, the billboard featured photography by Misan Hairman. Hairman is the founder of a diversity focused organization in media What We See, which captured a series of events taking place and the marches happening in London. The billboard visuals raises the question “Why is ending racism a debate?" Considered the most high profile and iconic public media platform Piccadilly Lights is showing support for the community and calling for unity. ## REI: Power in Partnerships REI released numerous statements on their platform announcing their continued support to fight against inequality, through partnerships across the country. They have championed for years to bring greater equity and inclusion in the outdoors. REI has published content with messages to support the movement in general, as well as partnered with Black Girls RUN!, a community for black female runners. With this partnership, they've promoted several talks run by Black Girls RUN!, which shed light on some of the racial injustices in the U.S. today. As a cooperative, REI is built on a set of ideals that we hold dear—we are stronger when we come together. #BlackLivesMatter 1/6 pic.twitter.com/sFHvyNfWnU — REI (@REI) May 31, 2020 “We as a family have really tried to listen to the different views and have an understanding of what is going on outside of our own bubble in our homes.” Eight panelists discuss talking to their kids about racism in a roundtable moderated by @blackgirlsrun CEO @jayellalexander. — REI (@REI) June 29, 2020 ## CLIF: Investing In Organizers CLIF bar donated $100,000 to Color Of Change and their partner, the African People's Education and Defense Fund. They also produced a message of support and solidarity with the Bllack community to publicize the donation. CLIF is showing the importance of aiding community organizations and community leaders who are putting in the good work. Brands should recognize that you may not have the answers but investing in organizations that do will help fight against inequalities and address the problems of systemic racism that continues to persist and harms communities when it comes to education, housing, healthcare, and other pressing issues they face. ## Doordash: Cuisine Exploration DoorDash devised a plan to support Black owned business, creating and investing in a revolving loan fund starting at $150,000 to match loans for Black owned, U.S based restaurants approved for loans by Kiva. DoorDash reported a sharp rise in searches for Black owned businesses in the month of June, and in response, started this loan fund. Doordash and Caviar are both putting a spotlight on Black owned restaurants in their apps and waiving delivery fees on those businesses through the end of 2020. DoorDash announced that independent Black owned restaurants when they sign up will pay zero commission for 30 days. Oftentimes Black people in the food industry do not get proper recognition and are overlooked. The spotlight is long overdue, Black culinary has historically impacted cuisine not just domestically, but even globally. Their techniques are often co-opted and are given little to no credit of their influence. Doordash and Caviar is aiding equity for Black owned restaurants across the states. These examples all come from well-known brands and emerging brands. It's important to note that any campaign authentically and genuinely supporting the movement, donations of any size, and campaigns on a smaller scale also make an impact. Whether internally or externally, we encourage all companies to strive for education and racial equality. --- ### How to Increase Website Speed: Tips to Improve User Experience and SEO URL: https://www.taboola.com/marketing-hub/how-to-increase-website-speed-tips-to-improve-user-experience-and-seo/ Last Modified: 2026-06-22 08:48:52 cPage speed is now a crucial website feature, because our attention spans are dwindling and we'll switch to a competitor's page in a matter of seconds. A slow page speed can cost you valuable leads, conversions, and revenue; all vital when building your small publication into a business or niche hotspot. To help, here we break down everything you need to know about page speed, including tools for testing and optimizing, and tips for creating a fast-loading website. ## What is Page Speed and Why is it Important? Page speed is the time it takes for a web page to fully load and render on a person's device, such as a desktop computer or smartphone. There are plenty of reasons to care about page speed, it significantly impacts: - Time on site – If your page loads slowly, users may get frustrated and leave quickly, missing out on the important information on offer. - Conversions – If people leave your site because your page loads too slowly, they won't move down the funnel, engage with your messaging, and by providing contact information or making a purchase. Page speed doesn't just affect the consumer experience; it can also have a direct impact on your analytics and bottom line, proving it's a priority for any publisher. ## What Should My Page Speed Be? There's no one-size-fits-all page speed, but the rule of thumb is the faster, the better. Certain studies can help you find the best page speed for your site. For example, consider the following: - The average mobile page speed is 2.594 seconds and the average desktop page speed is 1.286 seconds, according to Backlinko. - A zero to four second page load time is best for conversion rates, according to Portent. After five seconds, conversion rates drop by an average of 4.42% for each additional second. - 70% of mobile landing pages take more than seven seconds to fully load, according to Google. And, as page load time jumps from one second to ten seconds, the probability of bounce increases by 123%. Average page speeds will continue to increase as publishers adopt new tools and strategies to improve their loading times. As Google found, average mobile page speeds dropped by seven seconds between 2017 and 2018. Portent also reported that, between 2014 and 2019, the percentage of sites with an average load time of five plus seconds dropped from 50% to just 22%. ## Tools for Testing and Optimizing Page Speed There are plenty of tools you can use to find out what your page speed is and how to improve on it. Here are some popular solutions: ### GTmetrix GTmetrix tests your page speed across devices, browsers, connection types, and countries, providing a detailed report of performance indicators and opportunities for improvement. It also plays back website elements, such as videos and ads, to see how they might impact your load speed. ### KeyCDN KeyCDN analyzes page speed and pinpoints connectivity issues with real-time reports. This platform provides options for testing speed from ten different locations across the globe, and delivers a breakdown of HTTP requests and loading times. ## Five Tips for Increasing Page Speed If you need to improve your loading time to keep consumers engaged and on-site, start employing these tips now: ### 1. Decrease HTTP Requests Each element on your page triggers an HTTP request in order to load. This includes all images, texts, and code. A page with too many elements and requests can slow down page speed. Decrease the number of HTTP requests needed to load your page by: - Removing unnecessary elements - Getting rid of plugins that load separately - Merging JavaScript and CSS files According to Google, it's best to have less than 50 requests for individual pieces of content on one web page. ### 2. Compress Images Compressing images reduces their size and helps them load faster. As Google reports, 25% of pages could save more than 250KB by simply compressing images and text. To compress images in bulk, use plugins such as EWWW Image Optimizer, WP Smush, or Optimole. You can also use free online tools, such as JPEG Optimizer, Optimizilla, and TinyJPG. ### 3. Enable Caching Caching involves storing web page elements that have already loaded, so they don't have to load again each time they're recalled. If someone has already visited your website, for example, caching helps your site load more quickly next time they visit, or as they navigate from page to page. To enable caching on your site, use plugins, such as W3 Total Cache, or manually add code to your .htaccess file. ### 4. Minify HTML Code Minify your files to remove extraneous code, duplicated data, and white space. This reduces the file size and makes your code easier to load and render. Try using plugins, such as WP Rocket, Github's HTML Minify, or Minify Code, to automate this process. ### 5. Host Videos on External Platforms It's tempting to host videos natively on your website, but if you're looking to increase page speed, hosting on external platforms can help. This reduces the burden on your server and helps videos — and your page — render more quickly. This is also easy to do. Pick a video platform, such as YouTube or Vimeo, upload your content there, and embed it onto your website. Other tips for optimizing video on your website include: - Using an MP4 file format - Compressing your video files - Disabling autoplay ### 6. Load Scripts Asynchronously When your web page is opened, it will try to load all HTML scripts at the same time. If you have a lot of code and page elements, it may take a while before your web page fully renders, leaving visitors waiting and frustrated. One solution is to instruct your system to load your scripts asynchronously, or not all at once. This way, your page can start rendering right away. You can do this by adding 'asynchronous' to your code or using a helpful plugin. ### 7. Improve Server Response Time When someone enters your website into their browser, it triggers a request to your domain name system (DNS) server to look up your IP address and start the process of loading your website on their browser. If this process is too slow, try switching to a faster DNS server. Consider popular free DNS servers, such as OpenDNS, Cloudflare, 1.1.1.1, and Comodo Secure DNS. Check out this DNS speed comparison report to find the right option for you. ### 8. Use a Content Delivery Network (CDN) A content delivery network (CDN) is a group of servers that work together to load web page elements — such as HTML code, images, and videos — more quickly. As servers in a CDN are spread out geographically, they can trigger the server closest to each website visitor to help load the page. Faster loading speed isn't the only benefit of a CDN either. These networks can also: - Reduce bandwidth consumption and costs - Improve security - Handle large amounts of website traffic ### 9. Prioritize Above-the-Fold Content To keep visitors on your page, code your website so that content above the fold loads first. This means people can engage with any content up top while the rest of your website continues to load — especially if it contains a lot of rich content such as images. Use tools such as Lazy Load to make this process easier. ## The Need for Speed Whether you're just launching your publisher page or looking to revamp a running site, make page speed a priority. Remember, an improvement of just one second can bring in new leads and engagements, which helps drive performance and grow your audience. Visitors will only expect pages to load even more quickly as technologies advance and publishers continue to update their strategies. In your search for increased speed, use the tools and tips provided here to guide you, so you can concentrate on publishing high-quality content and counting those conversions. --- ### 8 Effective Content Marketing Examples You Need to Try URL: https://www.taboola.com/marketing-hub/content-marketing-examples/ Last Modified: 2025-02-13 08:14:14 Content marketing has become more complex as channels and formats have proliferated, particularly for B2B marketers trying to attract attention. The typical reader is likely bombarded with emails, notifications, and social posts, all while scanning their favorite websites. It’s a busy marketplace: In just one quarter in 2022, there were more than 70 million WordPress blog posts each month. B2B marketers have to work hard to stand out and connect with customers and prospects, meeting them where they are. What really makes a strong content marketing strategy is the willingness to always be working on it, to be innovating, and to create fresh and exciting content often. There are many ways to get inspired about content marketing, and we’ve gathered some great places to start. Content marketing is different for every business, and since it’s so customizable, you can take inspiration from these examples, even if they’re in a different industry from yours. Look to common principles as you’re building your own content marketing program and strategy. Here are some standout examples to use for inspiration. ## Inspire Your Strategy with these Content Marketing Examples ### 1. The Hubspot Blog At 15-plus years old and growing, the Hubspot blog library remains a leader in educational, evergreen, SEO-friendly content. Hubspot’s blog universe includes a variety of topical blogs that are consistently useful and high-ranking in search. This type of expert content is a bedrock for any B2B content marketing program, bringing readers free templates, original research, market insights, interactive calculators, and more. It’s estimated Hubspot gets 32 million web visits per month. Hubspot develops software for customer service, marketing, and sales. Its content marketing is an example of how high-quality content, created consistently, can establish a brand as useful and authoritative — and position it as a market leader in its field. This approach is doable for most businesses. Start by creating a few pieces per month, then increase over time, making sure you’re providing useful information to any potential customers. Another key to Hubspot’s success: putting the user first. All of its content is aimed toward educating small businesses on the basics of marketing, sales, and lots more, whether they’re a Hubspot customer or not. Consider what your business is an expert at and what you can teach people. Then, start creating and publishing that content. Hubspot’s resource library offers free kits, generators, and more. ### 2. Apple: The 2030 Status Report With Mother Nature Apple video: 2030 Status | Mother Nature | Apple Most of us likely only dream of having Apple’s budget and market leadership status. The tech giant’s marketing and brand promise is well-known, but its innovative approach to a routine sustainability report release got a lot of attention in late 2023. Apple hired actor Viola Davis to play Mother Nature as the key stakeholder at its board meeting. The topic: how Apple was progressing toward its climate goals. The video entertains, educates, and elicits emotion, while strengthening Apple’s brand as a people-first, Earth-first company. The company pledged in 2020 to bring its entire carbon footprint to net zero by 2030, and the video lets the company show off its progress while explaining many of the under-the-hood sustainability details of the consumer supply chain. Some takeaways for those of us not working at billion-dollar companies: Take a fresh approach to routine or typical information you have to publish, such as a product release, regular newsletter, or annual report. How can you present the content uniquely or promote it in a different way to surprise and delight your audience? ### 3. McKinsey & Company’s Digital Publications Business consulting firm McKinsey & Company creates reports, ebooks, and more, and it has impressively digitized the McKinsey Quarterly, the publication founded in 1964. Instead of a static site or PDF, the Quarterly is a digital experience, with flippable pages, and numbers and graphics that take advantage of the online format. In addition to the presentation, the content itself is valuable, containing statistics and data that readers can’t find anywhere else. McKinsey’s gating strategy offers a glimpse at what you’ll get when you purchase or download the content piece, just enough to capture interest. McKinsey’s reports also stand out: They use website real estate effectively to provide photographs and graphics that illustrate original research, insights, and hard numbers. Hyperlinks and QR codes send readers to other resources on the site, which is a content marketing ecosystem with a lot of depth. Not all websites are created equal, even though every business today has to have one. Even within the standard templates and website platforms, there’s room for exploration and experimentation. How can you add some interesting features or take full advantage of your site’s real estate? See what’s possible and collaborate with your design colleagues as you’re considering the best ways to present useful information. ### 4. The Grammarly Blog Grammarly markets a product that integrates with user workflows to improve writing. Grammarly’s blog focuses on basic English grammar, spelling, punctuation, and other common language questions and topics to serve as a one-stop shop for becoming a better writer. The content is varied, useful, and as basic as answering “what is a meme” — showing the value of marketing to all audiences, from beginners to experts. Writing well in English is often challenging, and the popularity of Grammarly’s blog posts reflect that. For example, “Affect vs. Effect,” which explains the difference in word usage briefly and thoroughly. The product descriptions on the site align with the blog posts, too; they use real-world examples throughout. When creating content marketing tactics and writing for your audience, remember those audiences new to your topic areas and bring them into the fold, too. You can educate a wide variety of readers and offer many interesting, relevant entry points via content. Grammarly’s product demo shows exactly how it works in real time. ### 5. General Electric’s Original Podcast General Electric, an industrial company founded in the late 1800s, released a sci-fi podcast called “The Message” several years ago. It’s a fictional series that features a scientist trying to decode a message from extraterrestrial beings…with help from GE technology. The podcast landed at the top of the iTunes podcast chart, and generated at least 5 million downloads — plus a sequel season. It may not be a gated ebook or other lead-generating activity, but a podcast created for sheer entertainment brings its own kind of value, especially to an old-school company like GE. Whether your business was born on the web or not, you can embrace modern marketing techniques. There are a huge range of channels where you can attract both new audience members and fans of your brand, whether they’re reading, watching, or listening. And consider your company’s current brand perception, and how you’d like that to change — then map out some out-of-the-box ways to get there. GE took a leap into the 21st century with its two podcast series. ### 6. Canva’s Learning Content The best way to attract users to your product might be to show them how to use your product. Canva’s content marketing places a laser focus on learning how to use Canva’s powerhouse design tools, encouraging further use and brand loyalty. Canva’s “Learn” page offers courses, tutorials, blog posts, and online free events to educate and inspire — bringing in 985 million visits in December of 2024, with a site authority score of 100. Canva’s basic usage is free, so the content it creates helps move users along the path of beginner to expert in design…which in turn moves them along the path of more usage and signups for the advanced features that Canva demonstrates throughout the product. When a product is nicely designed and easy to use, showing that off as much as possible can only help entice more new users and usage. As Canva shows, if you help your users become experts in your product, you’ll be rewarded with page views, visits, strong site and brand authority, and enduring popularity. Canva was brand new to users when it launched, but it’s become widely used and well-known in large part because of its strong content marketing efforts. Canva’s site offers lots of learning opportunities. ### 7. Zendesk’s Original Research Customer service platform Zendesk creates original research-based articles to educate and build trust with its audience, and the strategy has paid off with top-ranking competitive keywords. It’s all too easy to create content without a lot of depth or breadth, but Zendesk puts the time into research and quality, and the results are clear. Zendesk, like Hubspot, puts its content marketing focus squarely on its customers and their problems — not on its product. That’s a winning way to both educate prospects and create a ton of authority that builds brand and SEO wins. Zendesk also uses human-centric, clear language in its content, including on its social channels, making it accessible and useful. Its copy and content has personality, using lively language, video, and callout quotes to help it stand out from other B2B sites. ### 8. Duolingo’s Social Strategy Duolingo’s unorthodox marketing strategy has helped it get plenty of attention — the language-learning app has 113 million users and counting as of late 2024. A social media manager picked up the brand’s unused TikTok account and created funny, quirky videos that put “Duo,” the green owl mascot, front and center. Duo’s personality, plus his sidekicks, are now known across social media channels and beyond. TikTok success depends on the speed of posting, plus tying content to memes and trends, which Duolingo did with aplomb. Duolingo also creates storylines for Duo, along with more recent sales and giveaways of plush toys at cultural events or on social media. It all adds up to learning that feels fun, so users spend more time on the app and use it regularly. (Where Duo might roost next, depending on the fate of TikTok, remains to be seen. Duolingo offered one possible outcome, “hope we don’t regret posting this on Monday,” on TikTok itself — referencing the original Saturday, Jan. 18, scheduled shutdown; Jan. 19 service restoration; and Jan. 20 inauguration. You probably have the 75 days of the Trump Executive Order TikTok extension to keep watching.) Lots of brands want to emulate Duolingo. To think about how you could capture this success, consider where you can inject fun and personality into your brand — or take advantage of a mascot. Can you create a deeper sense of community among your users, whether that’s for software or an entertaining app? Can you create narratives and storylines to set your business apart? People like to connect with authenticity and humor, so think about where that might apply for your business. ## Key Takeaways We’ve covered content marketing examples across a variety of techniques and industries. Here are a few key takeaways you might distill and bring to your own brands: - Provide value for your audience — give them a reason to give you information in return. - Like McKinsey or Duolingo’s experiences and social posts, your content doesn’t have to be static. - Let interactive content be a time for your audience to talk about themselves or participate in something that feels culturally relevant to them. - There’s no one-size-fits-all approach to content marketing — keep your audience front and center to succeed. - Think outside the box and create content that may not be directly related to your product, but still relates back, and don’t be afraid to really remove branding. - There is nothing wrong with a good, old-fashioned article. Just ask Hubspot or Zendesk. - When you’re creating article content, put yourself in your customers’ shoes. What types of things do they care about reading? What challenges might they encounter that you can write about? In a world where people are always online, perpetually busy, and on guard against being sold to, content marketing can’t be about a sales pitch. Good content marketing takes time, but pays off in brand recognition, brand loyalty, search results, website visits, social engagement, and more. Create content that draws people to you, gives them reasons to linger on your pages, and makes potential customers want to keep on coming back for more. And don’t just set it and forget it; continue to create and innovate. ## Frequently Asked Questions (FAQs) ### Which company is a good example of content marketing? These examples are just some of the shining stars of content marketing today; if you’re looking to one in particular as you’re getting started, consider Hubspot’s example. They’ve consistently created useful, completely user-focused content for many years, and it’s paid off in organic search results, web traffic, and brand recognition. ### Where can I find more examples of content marketing? Use a quick Google search or delve into any of the sites or URLs listed in the examples above to explore how effective content marketing works. Search how leaders of your particular industry do it, or take inspiration from content marketing examples you’ve seen and liked and make them work for your business. ### Do I need to use an agency for content marketing? A content agency can help scale up your content marketing program more quickly and can bring in new ideas and brainstorming partners. However, if your budget won’t accommodate agency assistance, it’s entirely possible to build and execute your own content marketing plan with the resources you have available. --- ### 10 Examples of Best Email Capture Landing Pages Made to Convert URL: https://www.taboola.com/marketing-hub/10-examples-of-email-capture-landing-pages-made-to-convert/ Last Modified: 2025-08-19 08:24:31 Discover effective strategies for designing email capture landing pages that convert. An email capture landing page is expressly created to prompt the visitor to enter an email address. Sites that create email capture landing pages want to build their email distribution channel as a way to talk more directly to their customers. Think of it as a transaction. Your landing page showcases a specific offer — something the visitor deems valuable — (usually) for free in exchange for an email address. Lead-generation landing pages include a form or quickly serve one to visitors when they click-through to indicate they’re interested. In the examples that follow, you discover useful email capture strategies and see how they’re applied on landing pages. #### ## 10 Examples of Effective Email Capture Landing Pages The following landing pages include standout features that make them particularly effective, whether the goal is to sell a product, become a voice of authority, segment readers into various groups, or invite them to an event. (Keep in mind that landing pages are likely to change over time and may not be up to date; we’re featuring them because of their standout use of email capture strategies.) ### 1. Close: Showcases the Main Offer #### Let’s start with a landing page design example that offers an attractive lead magnet. This landing page from Close, a company that offers a CRM platform for startups and SMBs, deliberately showcases the offer and presents a single email field high up on the page. The page continues with a brief video, and six examples of what the downloadable resource offers, then closes with a free-trial offer. It focuses on getting the visitor to provide an email address to download the template collection offered. ### 2. IFTTT: Ideal Landing Page for Webinar Registrations Creating and promoting webinars is a popular and effective way to grow your email list and reach new prospects. I reviewed several landing pages for webinar registration. I chose to share IFTTT’s because, unlike many others, it refrains from including a menu or links leading you elsewhere. The success of this campaign is measured by registrant numbers. The page’s singular focus and CTA — Register today — help achieve this goal. Another nice touch is the brief, a four-bullet list of what you learn in the webinar. Apply this tip to any content you promote with email capture landing pages. ### 3. Designli: Uses Actionable Language The offer here is simply a consultation call, but kudos to Designli for nailing this email capture landing page with a number of best practices: - No distractions: Like the IFTTT landing page, this page has no navigation menu or unnecessary links. - Action-oriented: A strong, action-oriented headline delivers a clear value proposition. - Simple form: The form is elegantly atop the page, again, with actionable language. It starts Speak with… and ends with a button reading, Schedule a free discovery call. - Social proof: Before I need to scroll, Designli makes sure I know it has a 5-star rating on Clutch. When I do scroll, I find customer testimonials and an additional button to Request a free call. ### 4. Stitch Fix: Quiz as a Lead Magnet Do you want Stitch Fix to box up and send you clothing that is likely to fit you well and match your tastes? It’s ready to deliver, but only after you Take your style quiz, which, of course, requires submitting an email address. Yesterday, I purposely gave them only enough information to know I’m a man who dresses casually. Today, I received this email: Stitch Fix demonstrates its understanding of lead nurturing here. It personalized my email with the information it has about me and, in a fun and non-pushy way, nudged me to complete my profile. ### 5. SocialChimp: A Great Way to Create Segmented Lists The first thing I like about this SocialChimp landing page is its simple headline that closely matches the ad I clicked. This basic tactic helps assure visitors that they’ve landed on the right page. Learn more about how to write landing page content here. This landing page also shows a clear attempt to create segmented lists. As you see above, the company’s platform serves six vertical markets. When you click on the button that best pertains to your business, the email-collection process begins and the Professional field populates automatically. It’s fair to assume the lead-nurture process to follow will include industry-specific advice. ### 6. GoodRx: Simple, Clear Instructions Right on the Landing Page There’s a lot going on in this GoodRx landing page, but the company makes its selling proposition clear from the get-go with a well-written, value-based headline and a simple tool that instantly demonstrates the value of its service. Next, the page provides a quick 1, 2, 3 explanation of how it works and asks for my email address. The GoodRx landing page covers a number of bases by also offering an explainer video, a free app, a discount card, and a comparison table of sample savings. The page elements, however, are smartly ordered and the bottom line is, well, I’ll show you.… Learn more about how to design effective landing pages. ### 7. Salesforce: Example of a ‘Soft-Sell’ Lead Magnet This is interesting. Clicking on Salesforce’s ad leads to a blog post, which probably isn’t the highest conversion tactic the company can offer. My take is that Salesforce recognizes the decision to invest in its software will be a slow and considered one, so positioning the company as a voice of authority is of the utmost importance. As you see, the landing page offers the option to subscribe to the Salesforce newsletter, a very ‘soft-sell’ lead magnet. If you were to see the entire landing page, which includes a video, news, and related posts, you’d discover the landing page is actually a resource page. However, atop the page is an offer to Try Salesforce. Clicking the button invokes the following no-nonsense landing page and an extensive free trial of its Essentials platform. ### 8. Firstleaf: Story-telling as a Selling feature You may recognize this Firstleaf landing page from our post about single-product landing pages. It is a letter from the company’s founder. It tells a brief story about how you can get great wine for less. Its primary CTA is to order your first shipment. I share this landing page again because it’s also an email capture landing page. See, near the bottom of the page, a Plan B emerges. Firstleaf recognizes if you’re not ready to order, you may provide your email address to receive the “best wine recommendations for the best price.” Clever. Salesforce’s landing page plan is information first and product second, while Firstleaf’s is the inverse. ### 9. Lucidchart (A): CTA Entices Readers to Immediately Use the Product The top of Lucidchart's landing page is interesting, not because of its design or headline, but because of its CTA, which reads, Make a diagram. - First, writing your CTA as a command or directive is effective, especially when it’s this specific. - Second, the landing page’s prominent Make a Diagram CTA instructs visitors to start with the platform’s most important feature, an ingenious take on a free trial. - Third, the landing page is a dense (bordering on overkill), homepage-like beast, so it’s wise to aim for conversion right off the bat. ### 10. Lucidchart (B): Uses A/B Testing to Increase Conversions Lucidchart, again? Yes, check this out. While clicking around and browsing for email capture landing pages, I saw another Lucidchart ad and clicked out of curiosity.… The company is running an entirely different campaign in parallel. This one’s pull is an ‘8 Steps’ guide. Its offer is the same, but it is presented differently. What we see here is an A/B test. Lucidchart’s two campaigns could produce far different results. If they do, it could kill the loser and run the winner against another variation. That’s how you optimize your campaigns for conversion — a great final lesson. So, go forth and set up simple and compelling email capture landing pages and convert. ## Useful Tips for Creating a Landing Page to Collect Emails ### Start With a Compelling Call-to-Action (CTA) A great landing page CTA doesn’t focus on the product or service being offered, but how it will add value to the reader’s life. For example, let’s say I’m trying to get people to sign up for a weekly newsletter geared to freelance writers. Which CTA are you more likely to respond to: "Subscribe to My Newsletter” or "Get Weekly Tips on How To Land More Freelance Writing Clients.” Also, make sure your CTA button is prominent, clear, and easy to find. ### Include a Lead Magnet One of the best ways to convert website visitors into subscribers is by offering them a lead magnet. A lead magnet could be a free downloadable or discounted product or service offered in exchange for an email address. Lead magnets can be very simple and easy to create. Here are some common examples of effective lead magnets, along with a sample CTA: - Checklists: Don’t Leave Anything Behind! Grab Our Camping Essentials Checklist! - Ebooks: Discover Italy — Download Your Free Ebook Today! - Templates: Work Smarter, Not Harder: Download Your Free Time-Management Template! - Free courses: Master Your Money With Our Free Online Course: Join Now! - Discounts: Save Money: Act Now and Receive 25% Off Your Conference Ticket - Free Trials: Try It Risk Free — Start Your 30-Day Free Trial Now! With each of these lead magnet ideas, the subscriber is getting something of value in exchange for giving you their email. ### Keep it Simple Avoid clutter on your email capture landing page. This is easier said than done. This isn’t the place to explain every single detail of your product or service. Your goal is to focus on your offer and convince visitors to give you their email. Here are a few tips to keep in mind: - Create a responsive landing page: Ensure that your email capture page works seamlessly on all devices, including desktop and mobile. Non-responsive design will hurt your conversion rates. - Ensure a clean design: The best email capture landing pages follow a minimalist approach. Instead of filling the screen with copy, look for images you can use to help tell your story. - Write compelling copy: While you don’t want to overwhelm your visitor with text, the copy that you do write needs to sell your visitor on the benefits of responding. ### Include Social Proof Social proof is a psychological phenomenon where people make decisions based on the actions of others. In other words, people tend to follow the crowd when they are feeling unsure about something. You can use this to your advantage by employing social-proof tactics on your landing page. Social proof can include client reviews or testimonials, awards and accolades, sales totals, etc. We see social proof everywhere. When you notice the tagline “#1 New York Times Bestseller!” on a book cover, that’s social proof. When you see a product on Amazon that has a 4.8-star rating with over 4,000 ratings, that’s social proof. But what about landing page social proof? One of the best examples is when an email newsletter signup box mentions the thousands of people who have already subscribed: “Join 10,000 Others: Get Weekly Tips on How to Land More Freelance Writing Clients” Another example is when a business includes the names and logos of the major brands they have worked with. For example, if an advertising agency mentions on its landing page that past clients include Coca-Cola, Nike, and Disney, it provides instant credibility. ### Request Only What You Need Last but not least, make your email capture forms brief, if possible. A general rule suggests the more field-fills your form requires the fewer responses you get. For example, if you don’t need someone’s first and last name, in addition to their email address, it’s best not to ask for it. That said, if the aim of your campaign is to nurture leads with communications that speak to specific segments, consider posing optional questions and make it easy to select answers. ## Key Takeaways Email capture is a powerful tool for businesses to build direct connections with their audience, offering a reliable way to nurture leads and drive conversions. By collecting email addresses, companies gain a channel to deliver personalized content, promotions, and updates directly to potential customers, bypassing the noise of social media algorithms. The best email capture landing pages are simple and focused, with a clear headline, a compelling value proposition, and an easy-to-complete form. Including a strong call-to-action, minimal distractions, and an enticing incentive — such as a discount or free resource — further encourages visitors to share their information and engage with the brand. --- ### A/B Testing: Definition, Importance, Process and Examples URL: https://www.taboola.com/marketing-hub/what-is-a-b-testing/ Last Modified: 2025-12-30 12:49:41 Like any good creative output, the first version of your landing page will always have room for improvement. This is the first impression many users will have of your business, so you want to get it right, but it’s also important not to delay launching until you think it’s perfect. So what options do you have when you need to get your landing page live, but you also want to make sure it’s pulling its weight marketing your business? Enter: A/B testing. ## What is A/B Testing? Also known as split testing, an A/B test is a type of marketing experiment where two versions of the same output — a landing page, an interior website page, even an app — are run at the same time to a similar audience. The goal is to determine which minor differences in the outputs are most influential and, ultimately, which version generates the highest conversion rate. For example, on a landing page, you might want to test the color of a call to action button or a different attention-grabbing headline. You’re not sure which option will be most enticing to an audience, so you set up an A/B test to experiment. Only one element on the page will be different, to ensure that this aspect is what’s driving the higher conversion rate and nothing else on the page. You’ll then run the test to see which variation is more successful. ## How Does A/B Testing Work? You can run two variations of the same landing page, Version A (the control) and Version B (the test), at the same time to different segments of your target audience. Visitors to your site will be randomly assigned to one of the two versions — this is important for ensuring that the test is unbiased and as accurate as possible. From there, once enough traffic data has been collected, you can analyze the results to determine which option provided the highest conversion rate, Version A or Version B. Whichever option has the highest result can then be implemented long-term as the main landing page, as this provides a higher level of confidence that future success will be seen versus implementing the poorer performing version. ## Why Are A/B Tests Important? The ultimate goal of an A/B test is to remove the guesswork in marketing to your audience. Rather than making assumptions about which headline users prefer or if a call to action should be clearer, the test can provide hard data on which option an audience likes best. By continually running A/B tests and making incremental changes to your site, you can refine your landing pages over time. This will significantly improve the user experience of interacting with your site and should help to increase sales moving forward. Even negative results are worthwhile, as these will guide you in what not to do for your next test and can save countless hours of testing on aspects that you already know don’t perform well. Another benefit of A/B testing is that it’s a relatively low-risk way to determine what’s working well, with the potential for high rewards. Since you’re only making small changes each time, it’s unlikely that conversion rates on either version will negatively impact the business’ bottom line, but if you find that one change can generate a higher positive result, that’s a good thing! ## What Can You Test on Your Landing Page? ### Headings and Copy Both main headlines and subheadings can be tested as part of an A/B test. One of the best ways to do this is to use different wording or tone when changing a key heading on the page. Even altering the length of the heading can be an impactful area to test. Try to emphasize different features or benefits of your product or service when experimenting with headings. Question-based headings versus statement-based ones can also be useful for testing to see which version your audience responds best to. On-page copy can also be interesting to test. Try not to change too much at once, though: A few sentences should be plenty. You can also run copy tests for tone, as with headings, or shorter sections versus longer paragraphs. ### Calls to Action (CTAs) You should run both the text and visuals of a CTA through A/B testing. The colors, placement, and even sizes of buttons encouraging users to take a next step should all be run through various tests. The different wording of CTAs is also important, e.g. “Buy Now” versus “Get Yours Today” could generate a clear winner that demonstrates what your audience prefers. ### Visuals If you’re using images or videos on your landing page, you should test both the content itself and its placement on the page. Experiment with the use of white space around images and videos to see if this helps them stand out to your audience. Static images versus video content can also be interesting to test, particularly if you’re trying to make a case for investing more in video content creation as part of the ongoing marketing budget. ### Page Layout or Design You can also test the actual formatting and layout of the landing page. Decide where you want CTAs to go throughout the page, where information needs to live, if it should be split into different sections, and how long the page is. You can incorporate heat-mapping software into the experiment to determine metrics like time on page, how far down the page users are scrolling, where they’re clicking, and what other actions they’re taking. ## Deciding Which Variables to Test ### Analyze Current Performance Once you’ve determined what outcome you want from your A/B test, you should review the current performance of any landing pages or key site pages you have. This will give you a good baseline for key metrics like click through rate (CTR), bounce rate, and on-site engagement. ### Prioritize the Highest-Impact Areas The features you change in your test should always reflect your goal. If you’re looking to improve user experience, you’ll want to focus on areas that have a direct impact, such as navigation, page length, and messaging clarity. For potential revenue impacts, consider the areas around pricing, discounts, or trust signals like testimonials. ### Review Customer Feedback Look at what your customers are saying about your website already if you need additional ideas for what to test. If they mention confusion in navigating around the site, consider making the simplification of your nav the main focus of your A/B test. If they point out other frustrations in surveys or reviews, take this as inspiration for which variables to change. ## How to Run an A/B Test to Optimize Your Landing Page for Conversions ### Step 1: Identify Your Experiment Goal Always be clear about the intended outcome of your experiment before you get started. Define what you want to achieve from your A/B test upfront, as this will determine both your hypothesis and which variants you want to change. ### Step 2: Create a Hypothesis A hypothesis is a clear, predictive statement about what you expect to happen in the test. It doesn’t need to be as specific as “changing the color of the CTA button from green to pink will increase conversions by 10%” — although it can be if you’re confident! You can simply state which option you think will generate a conversion increase, without a fixed number attached. ### Step 3: Create Your Variant Page Develop the new element for your Version B page of whatever variant you’re testing. Remember to only test one element at a time to generate a more accurate result and truer reflection of what the audience prefers. The more variants you change at once, the more difficult it is to determine which is causing an improved result. ### Step 4: Run Your Test When the variants are ready, you can launch and run your test. Be sure to run the test for long enough to determine statistical significance. What this means to you and your business will vary depending on how much web traffic is normal for you. ### Step 5: Analyze the Results Once you have a large enough sample, you can end the test and determine which version performed better. Some of the metrics you might want to compare are: - Click-through rate, especially if CTA buttons were being tested. - Engagement rate. - Time on page. - Time on site. - Conversions. - Bounce rate. ### Step 6: Launch the Winning Page When you know that you have a clear winner from the comparison between Version A and Version B, you can roll out the better-performing landing page as your main page for the service or product. From there, you can also run additional A/B tests. ## Examples of Great Landing Page A/B Tests ### Clarins When launching new products, skincare and cosmetics brand Clarins often runs A/B tests to determine what their audience prefers, such as how explanatory text around images affects sales. They found that when images included copy, more users added the product to their cart. ### Electronic Arts (EA) When rolling out the SimCity5 video game, EA tested a discount offer on their landing page as part of an A/B test. While it may be tempting to assume that a discount for future games would be more enticing to audiences, that wasn’t the case. Per Unbounce, the non-discounted page had a 40% higher conversion rate — users simply wanted to play SimCity5 and weren’t interested in a discount. ## Multivariate vs. A/B Testing: What’s the Difference? While A/B testing typically only looks at testing a Version 1 versus Version 2 of a page, multivariate testing involves changing multiple elements on a page at the same time, during the same test. This can be beneficial if you’re looking to change different aspects, but they can be more difficult to review and analyze once the test ends. Testing too many options simultaneously can make pinpointing the deciding factor on results improvements more challenging. ## What Not to Do When A/B Testing ### Not Considering Past Results From Other A/B Tests If you’ve run A/B tests before, it’s vital that you take those results into consideration. If you end up changing the same variant in your next test, you’re wasting your time. Review what’s worked well before and keep those elements in both so that you’re not repeating the same test over again on different pages. ### Changing Variables in the Middle of a Test You should never update your test pages once they’ve started running. If you need to tweak an element, you should end the current test and start a new one. By changing variables in the middle of a test, your results won’t accurately reflect the original test and make it more difficult to determine which variant was better. ### Not Running Tests for Long Enough One of the biggest mistakes people make with A/B testing is not running their tests for long enough to get a good representation of what the audience thinks. Your sample size needs to be large enough for statistical significance, so all testing should be run for at least several weeks, if not longer. ## Recommended Tools for A/B Testing ### A Landing Page Builder Using a tool like a landing page builder helps you get started much faster with your A/B tests, particularly if you don’t have a web design background. Tools like this make building a landing page from scratch quick and simple, while allowing you to duplicate existing creations and make the small changes you need to run an A/B test. ### A Testing Platform You’ll need to use a specific A/B testing platform or website builder that offers this option in order to run your test. These tools will gather data and allow you to host two versions of the live landing page, while automatically splitting your users into random groups for the test. For more in-depth options, platforms like Realize offer AI-assisted A/B testing, allowing you to optimize and make improvements in real time. ### Analytics Tracking Tools like Google Analytics are a great, free option for tracking the web traffic on your landing pages. Give each variant its own unique URL to track data more effectively and accurately, while attributing it to the relevant page. ## Terms to Become Familiar With Here are several key terms that you should be aware of when running A/B tests: - Variant: This is the element of each version of your page that you’re testing, e.g. the CTA or main heading. - Control:The original page is known as the control, as you’re not changing any element of it for the test. The control is the opposite of the variant, which is the page you are changing. - Statistical significance: This refers to both the validity and reliability of the results you generate. You must run tests long enough to achieve this. ## Key Takeaways A/B testing is not a one-time tactic for determining marketing improvements. Instead, you should use this method continually to test different elements of a landing page and to refine your current design and copy. Not every test will demonstrate dramatic results, but small, incremental changes over time as a result of A/B testing can have a significant impact on business growth. ## Frequently Asked Questions (FAQs) ### How long should an A/B test run for? Every business will need a different sample size to reach statistical significance. If you have high traffic, you could reach this in several days, while other businesses may need a month or longer. ### What is a typical success rate for an A/B test? For most A/B tests, you want to reach an average statistical significance of around 20-30%. If your success is more than 50%, you’ll want to re-run your test after making changes to your control page, as this would suggest a major difference in quality between your control and variant pages. ### What is split testing on landing pages? Split tests can often be used to describe A/B tests, but they can also be used for much larger changes that need more in-depth analysis of results. --- ### Real Estate Landing Pages: 5 Effective Lead Generation Examples URL: https://www.taboola.com/marketing-hub/how-to-use-landing-pages-to-improve-real-estate-lead-generation/ Last Modified: 2025-07-24 11:05:21 If you're looking for a quick way to improve your real estate marketing, start creating fantastic real estate landing pages. In today's climate, real estate marketing is a challenge—we want to provide resources to that inspire marketers to think outside the box. Landing pages in general help generate leads and sales from your social media, content discovery and native advertising campaigns. In this guide, we share tips on creating landing pages, and focus on real estate landing page ideas that will help your business grow. ## What are Real Estate Landing Pages? Real estate landing pages are website pages that show information about your real estate business and the sale or rental property listings you have available. They are a targeted traffic destination, where visitors land—hence the name—after following a link in an advertising or marketing campaign. The best real estate landing pages have a single purpose, so you can have multiple landing pages depending on your marketing goals. Landing pages are a key real estate lead generation tool with a key purpose: to entice visitors to provide their contact information so you can get in touch with them for marketing and sales. Most landing pages offer an incentive or freebie in exchange for a visitor's name, email, phone number or address. You might ask visitors, for example, to sign up for a home valuation, subscribe to your newsletter, or download a buyer's guide. We look at tips for real estate landing page design in the next section. ## The 5 Best Real Estate Landing Pages Examples and Design Ideas Wondering how to design a landing page? Here are some great real estate landing page design ideas to inspire you. ### 1. Berkshire Hathaway The background image on this Berkshire Hathaway landing page sells the lifestyle that visitors are looking for. The on-screen text highlights the location and budget, and there's a simple search bar to encourage people to look for a property that suits them. ### 2. Poulsen Group Real Estate Poulsen Group takes a different approach. This landing page highlights the search terms, and shows how many listings are available, with thumbnail images to illustrate some of them. This real estate landing page has a simple form with just three fields, and the CTA button stands out from the rest of the page, making it visible and enticing. ### 3. Regent's Crescent Regent's Crescent's real estate landing page highlights understated luxury with a black and gold color scheme. There's a background video, showing people enjoying one of the agent's properties. The copy also underscores the luxury approach, and there are two CTAs. This landing page design draws visitors deeper into the site, as the Enter button stands out more. ### 4. Redfin Some of the most effective residential and commercial real estate landing pages are simple, like this one from Redfin. The headline asks the question that many visitors ask, and the subhead makes the offer of an estimate and home report. The simple form just asks for an address, which helps the agent to target the visitor with location appropriate information. The background image reinforces the idea of finding an attractive home. ### 5. HomeLight HomeLight makes a similar offer to Redfin, but arguably has a more effective – and benefit-driven – CTA. As well as the background imagery, there's social proof in the bottom right corner, showing people who have bought and sold homes, an effective way to show visitors they're in good hands. ## The 7 Tips to Create Best Real Estate Landing Pages Here are some tips on creating high converting landing pages for your real estate website. ### 1. Make Your Value Clear in the Headline When thinking about how to write content for landing pages, a good place to start is with the headline. It's the first thing people see when they land on your page, if it's not compelling, they'll go elsewhere. Ideally, the headline will relate to the campaign or link your visitors have followed, so it reassures them that they're in the right place. It should also demonstrate the value of staying on the page. Short, benefit-driven headlines are a good starting point. Learn more about writing headlines in Taboola's guides to writing engaging headlines and writing headlines for native ad campaigns. You can also experiment with Taboola's Title Analyzer to find the most clickable headlines for your real estate landing pages. ### 2. Have a Compelling Call to Action The call-to-action (CTA) is one of the most important parts of any landing page. It is where you tell visitors what you want them to do. It's usually on a button that stands out in color and design from the rest of the landing page. Effective CTAs can have as few as two words, but every word counts. The best CTAs: - Show benefits for the visitor - Are related to what you promised (such as a valuation or offer) - Use action words Typical CTAs for a real estate landing page read: "Get Offer," "Get a Home Valuation," "Find Your Home's Value," or something similar. Where possible, avoid using "Submit" as your CTA button text. Use language that speaks directly to your customer instead. Here are some more tips on CTA writing. ### 3. Use Clear Images People pay attention to images. The images on real estate landing pages are a major factor in selling the dream and lifestyle your visitors are looking for. Ideally, images will relate to where people are looking and what you're offering. You'll have different landing pages and imagery depending on whether your visitors are looking for homes in the country or the city, for example. Use Taboola Trends to find the most effective images for your landing pages. Check out the Home and Lifestyle categories to see what appeals most to visitors. ### 4. Focus on What Matters to Visitors When creating a landing page, real estate agents should focus on what's most important to their visitors. Copy is often kept short, so this could mean: - Asking a question about the likely value of their home - Showing that you understand issues, such as needing more space or a better location - Offering help with finding or selling a home - Providing helpful information, via a buyer's guide, for example This makes all the difference when enticing visitors to hand over their emails. Speaking of which… ### 5. Keep Your Forms Short No matter what kind of landing page you design, one thing always holds true: the shorter the form, the more likely people are to fill it in. As a real estate agent, you're going to need a name, an email address, a phone number, and a postal address. But you don't have to collect all this information at once. If you're offering a valuation, for example, you can ask people to give you their email address, then email them to get the rest of the information you need. Or, you can pop up a form asking for more information, when people fill in their email. When we get to the examples, you'll see that the best real estate landing page designs vary in how they handle information collection. It's best to A/B test your landing pages to see what works best for your target market. ### 6. Build Trust Building trust is another essential factor in creating a winning landing page. Help visitors trust you by including social proof, such as: - Testimonials - Reviews - How long you've been in the business - How many homes you've sold You can also include proof that your business is real, by using your business name, photo, and contact details. If visitors trust you, they're more likely to act on your landing page. ### 7. Keep Your Design Uncluttered The best real estate landing pages make it a no-brainer for visitors to take action. One way to do this is to minimize alternatives. Remove elements that appear on other website pages, such as header and footer navigation, sidebars, and external links. Anything included on the landing page must serve the goal of encouraging visitors to connect with you. ## In Conclusion Real estate landing pages are an important lead generation tool for agents. They're an excellent way to communicate with visitors, show your value, and get them to connect with you. And, they make great destinations for your ads and promotions. --- ### The Latest Best Practices for Sponsored Content Strategy URL: https://www.taboola.com/marketing-hub/the-latest-best-practices-for-sponsored-content-strategy/ Last Modified: 2025-01-29 20:11:07 Under regular circumstances, marketers grapple with creating advertising content that's both engaging and effective. In the circumstances we all face today, content must not only be engaging and effective, but it must also be created thoughtfully. Now is not a time that calls for throwing ideas at the wall and seeing what sticks. Speaking with care and relevance to your audience means keeping up with industry-specific and broad trends, and looking to examples of other marketers who've navigated the situation well. To help shine a light on those aforementioned trends, we're digging into the Taboola Trends tool and pulling out the most up-to-date insights for images and titles, so you can go into your strategizing prepared and informed. Within this tool, we're able to analyze the millions of ads that flow through the Taboola network and pull out specific trends that drive higher click-through rates (CTRs). This functions in a general sense, as well as by location, device type, industry, and more. We'll start by looking through a few different lenses at the image and title trends, and then we'll wrap up by putting these trends in action with example ads across industries. Let's dive in. ## First things first: The broad trends Across the board—all countries, devices, and industries—the top trends point to a common end: getting straight to the point, without unnecessary additions. Close-up photos of people without text are the image trends driving higher CTRs right now, and it makes sense why. There's a lot of information floating around the open web right now. Being clear, direct, and focused speaks to a break from the mental clutter, and featuring people certainly speaks to a withstanding need for people to connect with one another, even in times when connection looks and feels quite different. ## What's happening on mobile As you plan and re-work your content strategy amidst COVID-19, don't neglect mobile. Mobile devices can be a unique place to speak to your audience, and taking a pointer from the current CTR trends can help your message be received.   The current mobile trends are actually quite similar to the broader trends, but with one difference: an emphasis on images in color. Take this trend, and roll with it creatively. Use bright, vibrant colors for mobile ads. You've got a smaller screen to work with, and making your message colorful may just be the key to standing out. ## Desktop & tablet's difference Desktop and tablet both follow suit with the broader trends of images of people sans text, but like their mobile counterpart, they have an image color factor that sets them apart. Below is the impact for desktop and tablet, respectively.   Unlike the call for vibrant colors on mobile, the way to stand out on desktop and tablet devices is to drop any color at all. Black & white images are different, and in an environment full of colorful images, they just may make someone stop and click. ## What's in a headline The image you use in your sponsored content does some of the lifting, but it's shared in its efforts by the headline you create. Headline creation can be an arduous process, but letting trending (and competitive) keywords act as your guide can help you arrive at successful ones faster and avoid ones that may fall flat. Across the board—all devices, industries, and locations—the trending keywords seem to just make sense. The appearance of words such as “inside," “house," and “partner" all allude to the obvious—people are home, and people may be home together. People are looking for products and services relevant to their at-home life, and relevant to the human connections they're tending to both inside the house and from afar virtually. Be wary of keywords with too strong of competition—words like “device," “online," and “free." Get creative with ways to rework those words to ensure that you stand out from the crowd. ## Putting it all together and putting these trends into action We just threw a lot of trends at you, from broad to specific, and now it's time to get into examples of how you, in any industry, can include some of these insights in your own sponsored content creation. Here, take a look at nine example ads that combine current image trends with current keyword trends to result in ads with higher CTRs. ## As you move forward creating sponsored content... Keep these trends, insights, and examples in mind. All of us as marketers are operating in unprecedented circumstances, and after we've all checked the obvious boxes of being human, being genuine, and being thoughtful about the types of messages we want to convey, it's important then to take a closer look at what works, and set yourself up for effective campaigns. Learn more on the differences between sponsored content and native advertising. Much like our current circumstances, the trends we see across Taboola's network change, and the Taboola Trends site updates weekly correspondingly. Check back regularly to get ideas and inspiration specific to your industry, to the devices and locations you're targeting, and the general trends we're sharing. We're all operating with different resources, be it budgetary, human, or otherwise. Make the time and effort you expend creating sponsored content to reach your audience count. --- ### The Latest Best Practices for Video Creative Strategy URL: https://www.taboola.com/marketing-hub/the-latest-best-practices-for-video-creative-strategy/ Last Modified: 2025-02-03 13:55:53 Over the past month, marketers have been heads down giving extra thought to every video produced, how and where they share those videos, and how to think differently about messaging and video content in 2020. Video marketers of all sizes have had to pivot their existing video strategies, and even pull some video creatives that didn't quite hold up in this unchartered landscape. Kentucky Fried Chicken, iconically known for their "finger lickin' good" slogan, made the decision to suspend that long-standing video messaging in light of obvious contradictions with health & safety recommendations from the CDC. This temporary but necessary pivot kept KFC from airing content that would not only be contradictory, but problematic too. And KFC wasn't the only brand to have their once-clever video ads coincide with circumstances that rendered them no longer timely. Messages of eating with your fingers (albeit, pointing out how wrong it is always), meeting with friends IRL vs. over social media, and more have all since been pulled or pivoted, a feat that can be difficult but important for brands of all sizes. Since the impacts of COVID-19 really began to shake the world, it's only natural that online behavior has changed. If you are a marketer looking to create impactful video content that resonates amidst this time, read on for the data-backed insights we're seeing right now, and some examples you can draw inspiration from. Learn what distinguishes great videos from good ones. ## Adjusting and pivoting: Why it's key, and how to start Deciding whether to tweak an existing campaign, create something new, or scrap the idea altogether is tough. On the one hand, you absolutely don't want to put out something off-color. On another hand, you want to continue speaking to your audience. And on a (bear with me here) third hand, you have a budget to keep in mind. For those still investing in branding campaigns, the performance of video creatives is more important than ever, but of course so is measuring success and ROI. Here, completion rate is a good barometer of a successful video ad. If someone watches your video all the way through to the end, it likely left an impression on them. With millions of ads running through the Taboola, we're able to analyze which video characteristics drive higher completion rates, and that's what we'll dive more into here. We're breaking it down by 6-, 15-, and 30- second ads. 6-second ads are typically used to increase the number of people who remember a brand or can recall it. Then respectively, the longer an ad gets, the more storytelling and selling you can do. Learn how to boost your video marketing efforts with fun and humour. ## Overarching trends: Cue the comfort, nostalgia, and authenticity This trends analysis updates weekly, and comes from the aforementioned ads running through the Taboola network. There are opportunities within the analysis to drill down by location, by device type, and by video duration. This first look is a general analysis across all of those factors, and a few key video trends have emerged that are showing meaningful impacts on completion rates. Non-illustrated videos in color, with a male subject in a winter setting are helping marketers better convey their messages to consumers on a broad scale, and we've seen some of these characteristics make their way into recent ads from companies of all sizes. ### Honda This ad from Honda takes drivers into a winter wonderland setting with vivid, colorful imagery. It's captivating, imaginative, and evokes positivity and adventure. Of course, with less drivers on the road traveling during these times, they don't speak directly to a more indoor-focused period consumers are living in. But marketers are still finding that these ads perform given the nostalgia they evoke and the reminder of adventures to come that they bring. ### The North Face Similarly, this video from The North Face centers around finding curiosity. It focuses on skiers taking on a challenging descent and puts viewers into an interested and adventurous mindset. This echoes on the same concept as the above Honda video. Maybe consumers can't be adventuring now, but they have adventures in their past that they remember fondly, and they look forward to the adventures to come. ### McDonald's This simple yet powerful ad opens with a wintry setting and tells a quiet story of McDonald's locations around the world turning their lights on for those who need them. ### Key takeaways: - Even if it's not winter in the areas you advertise, consider why people might be gravitating towards wintry settings. Perhaps it's comfort, perhaps it's looking ahead to the future, or perhaps it's nostalgia, too. - Keep it real, keep it vivid. Now isn't the time for illustrations. Let real, tangible imagery shine through in every color. ## 6-second videos: Grab attention and get creative 6-second videos are a challenging ad format. In order to have an impact despite being compact, they have to be attention-grabbing, and straight to the point with little room for explanation. Currently, the trends we're seeing garner success for 6-second ads are winter settings, black & white, animals, and no food. This Febreze video exemplifies one of these short video tricks—the inclusion of animals. It's short, eye-catching, and fits right into the short format. ### Key takeaways: - Go for attention. Six seconds is a really short amount of time, so pull out the stops and show a cute animal, or try black & white. - Get creative to show what you need to show. Want to get it across that the lipstick you sell lasts for 12 hours without smudging? Show one-second clips of someone wearing it at different points in their day. Most comfortable mattress? Someone sleeping with changing light from night to morning. You get the point. ## 15-second videos: Stand out with black & white This 15-second Instagram video from Mailchimp is a great example of a black & white video with female subjects, and uses a technique that may be easier to take and apply to your own campaigns while you can't host video production shoots—overlaying audio and text to a photo, or series of photos. ### Key takeaways: - Black & white can set you apart here. In a sea of colorful video ads, black & white ones are thumb-stopping and eye-catching. - You have a little more time to tell your story, but not too much time. Try overlaying a little text or illustrations to aide in your storytelling process. ## And for 30-Second Videos For video ads that are a bit longer, trends remain similar, but with the notion that less is more. Longer ads benefit from less on-screen text, and more clear points of focus. https://www.youtube.com/watch?v=0SadgVxZgRI This 30-second Chevrolet takes a simple and focused approach, without text crowding the screen. And although people aren't traveling on the road as much these days, this ad is still a relevant spot for Chevy because the day will come soon when people will be on the roads once more, looking for the car companies they will choose to do businesses with. ### Key takeaways: - Stay focused. You're asking a viewer to stay on with you for 30 seconds. You want to keep their focus, so minimize elements that distract from your core message. - You have a long time to tell your story—don't rush it, and try relying on visuals and audio rather than text that might deter someone who doesn't want to spend 30 seconds reading at that very moment. ## Food for video thoughts: Comfort, strong visuals, and creative thinking Video is an excellent tool to tell your story, whether it's a long video, a short one, or somewhere in between. At Taboola, we believe in the power of video ads, and are always putting together tips and best practices to help our video advertisers find success. One recommendation in particular we always share is keeping an eye on our Taboola Trends. This tool updates weekly, pulling in the most current and data-backed recommendations for everything from images, to headlines, to—of course—video. Video trends change all of the time, but in an ever-changing time and situation, it becomes increasingly important to pay attention to those changes as you think through ways to reach your audience through video. Be eye-catching, be comforting, and don't forget to be human. --- ### COVID-19 Event Marketing KPIs URL: https://www.taboola.com/marketing-hub/key-performance-indicators-kpis-for-event-focused-brands-during-covid-19/ Last Modified: 2025-02-24 11:50:23 To kick this off by stating the obvious: we are living in an event-free world. On a human level, social distancing has meant pushing pause on social gatherings, staying out of the office, and remaining home to protect the population. For brands whose sole or main focus is events, the shift has been an uncertain adjustment, and it's led to difficult—but responsible—decisions, to cancel many events. When we say event-focused brands, we're talking about two different categories: - (B2C) Those that who sell event experiences to consumers - (B2B) Those that host dinners and attend trade shows, conferences and festivals for lead generation purposes. To all of the brands who have done their part to #flattenthecurve and dropped the idea of hosting traditional IRL events for now, and to those who've experienced industry event cancellations, this far from indicates that you have to shutter your doors or fall short of your 2020 plans. Instead, it just means you have to get creative. Here, we'll run through just a few of the ways you can rethink and repurpose your marketing strategy, and still be a part of your audience's days and lives. Maybe we can't gather in person, but in person is not the only way to gather. ## Adjust your KPIs accordingly If you're a marketer in the position of trying to get consumers to attend live events, your KPIs might traditionally include: - Number of tickets sold/total attendance - Satisfaction via qualitative surveys post-event - Return guests or attendees Now that participation in in-person events isn't possible, and consumer events are heading into the digital space, these same KPIs can exist, just differently, and with the addition of some more digitally-driven goals. - Attendance still can (and should) be measured, and also viewed as leads generated to nurture for future events - Still seek event feedback via surveys. You can also use these opportunities to share information about upcoming virtual events. - If you're hosting more virtual events, measure how many attendees are coming back, or set yourself up to measure the impact on the virtual attendees coming back for IRL events when the time comes - Measure web traffic. With all of the new channels you may be using, it's important to understand how they're impacting traffic back to your website or landing page. If you are a marketer that looks to business and industry-driven events for lead generation purposes, you're (obviously) tracking leads generated. Now, amidst COVID-19, leads generated is still a major KPI, but it may look slightly different given the virtual nature of events as opposed to the traditional IRL experience. ## If you host live, B2C events: your experience, but digital Every event-focused brand knows how to set a mood and create an experience. They bring a room to life, and wow the people in it. So how, now that people can't gather together, can brands still create these same awe-inspiring, entertaining, important experiences? By getting creative with a wealth of digital resources. ### Live Nation's Live From Home In regular times, Live Nation's biggest focus comes in the form of live, in-person concerts. In this time of crisis, when concerts are off the table, Live Nation has found a way to deconstruct the live concert experience and distill it down to what it really is—an experience—and continue to bring value to its existing audience, and new audiences, too. KPI: Online web traffic Live From Home uses a suite of social channels and internal tools to not only bring the experience of live music to a digital audience, but also to connect audiences with their favorite artists, and create a bank of on-demand music across all genres. The massive effort and coordination with artists comes across truly coordinated and effortless, and serves as inspiration for brands of all sizes to leverage the capabilities of social channels when considering online experiences. And, best of all, attendance online isn't limited by geography—Live Nation's concerts are more global than ever before, and a lot of these events are provided for free and not gated. KPI: Lead generation to nurture people for later events The landing pages for these events hosts a newsletter sign-up, where Live Nation can collect emails to nurture people who may later want to attend events or make other relevant purchases. In addition, the landing page highlights upcoming events that haven't been cancelled in July and beyond, for consumers to purchase. ### Fitness Brands Re-Think Offerings The music industry isn't the only one getting creative with digital channels to bring experiences online. In the fitness industry, a multitude of brands—big and small—who rely on IRL classes are taking their talents to social media, to their websites, and more, and offering services to users either for free/via extended free trial periods, inclusion in existing memberships, or in the form of pay-what-you-can classes to help keep small boutique fitness studios afloat. KPI: Traffic to website or social channels The fitness brands offering content with no gate at all are likely targeting traffic. They won't collect information, but they will get people to their page, to their content, and familiar with them. (Source: Barry's Bootcamp) A lot of fitness brands are using social media channels, namely IGTV, Instagram Stories, and YouTube to do this, but others are doing so directly on their websites to drive traffic there. KPI: Memberships For the fitness companies offering more gated content, whether that's in the form of providing payment details for an extended trial or entering personal information to receive access, they're likely targeting future memberships. (Source: Daily Burn) By offering a longer trial period, these companies can simultaneously provide a great free experience for those who need it and gain future paying members in the process. ### Art in the Digital Sphere Can't share a room? Share expertise instead. We talk a lot about creating content that's genuine, and a key pillar there is being an authority. This carries over cohesively for brands who traditionally spend their time and hit their goals IRL, but are now left with an empty calendar, no attendees, and the need to find new ways to connect with their audiences. Museums and art galleries have made this adaptation particularly well, relying on the knowledge and expertise of their teams and curators. KPI: Attendance and Sales The Whitney Museum of American Art quickly developed a wealth of online resources from an online collection, to expert-led audio guides, to resources that educators can use to share art with students, to a newsletter signup option so they can nurture these interested people in the future. They also have an online gift shop designed much like their in-person one. It's not just some of the larger, well-known museums and galleries that are getting in on the expertise-sharing. Smaller galleries such as New York City's Shrine have pivoted on the fly to create an online experience where they can still display art, sell art at a discounted rate, and highlight artists the way they do when somebody comes to a showing IRL. Nonprofit organizations are also looking into their areas of expertise and ability to find creative ways to continue serving their audiences. ### Nonprofits bring the job hunt, digitally The One Club For Creativity, an international nonprofit organization rooted in fostering creative excellence in advertising and design, is leveraging its broad network to create an online jobs board. Here, companies can post their open positions in a trusted environment, and potential candidates can come searching for jobs that they know have been vetted. This type of pivot allows The One Club to continue serving their audiences and be a resource. Brands that rely on in-person events span all industries, but what's most important is that you get creative and boil down your IRL experiences to the elements that make them what they are. These unique reasons people gravitate towards you can still shine through on YouTube, Instagram, Facebook, or even your own website or email list. It's about bringing it back to basics, and finding a way to stand out. ## If you attend events to generate leads (B2B): meeting and networking in the digital space From a professional events perspective, these same principles apply. Do you rely on in-person touch points with clients to form new relationships and foster existing ones? Get creative about bringing those intimate experiences to life. ### Knotch adapts to digital events. Knotch, a content intelligence platform connecting consumers and brands online, is no stranger to providing in-person resources to businesses via IRL events, and has quickly pivoted to delivering this same value online. KPI: lead generation Knotch is hosting live marketing roundtables and creating podcast content out of them, too, making it convenient and interesting for attendees to tune in and take part, and for Knotch to connect with their audience and both generate and nurture leads. ### Brand Innovators leans into fireside chatting. Brand Innovators is getting in on the virtual opportunities, too, with daily fireside chats featuring speakers from brands across verticals, with each chat focusing around a different topic. KPI: Lead Generation Registration requires name, email, company, title, and location, instantly turning participants into leads to nurture now and in the future. ## If you host these types of events Are you a company that runs corporate training sessions? Keep the clients you had booked for 2020 by adapting your program to a virtual stage. Do you facilitate industry-specific networking events? Get creative with bringing them online. Perhaps with the time you'd normally spend gearing up for an event, you can learn about participants and place them into Zoom groups by interest, or have attendees write up a blurb about themselves along with their contact information that you can turn into a virtual directory and connections can be fostered that way. ### Social Media Week goes Virtual Social Media Week, a regularly-traveling conference hosting social media and marketing professionals across industries and functions, will be making an unprecedented move to hosting its conference entirely online. KPI: Lead generation and nurturing for future events This will include speakers, breakout sessions, and the same networking opportunities afforded to participants who typically attend IRL. By asking potential participants to register interest, SMW not only assesses interest for this particular event, but they also build out a list of leads for future events that can be held in person again. ### Microsoft Build goes Virtual, Too Microsoft Build will be following suit creating an unprecedented virtual event where developers can absorb knowledge from experts, meet and collaborate with others in their industry, and as Microsoft is saying, code together but separately. Similar to Social Media Week, Microsoft asks those who are interested to sign up for updates. This helps build out the list for this event as well as leads for future ones. ## Until it's safe to gather IRL… We commend the many brands, companies, and institutions doing their parts to support people, support businesses, and support their teams. We don't yet know when people will gather again to see a concert, spend time at a museum, or network over cocktails and light bites, but what we do know is that there are ways to come together for these interactions in a non-traditional sense. As more and more experiences go online, or change shape into digital material, marketers go back to the drawing board on which KPIs are most important now, as well as in the future when events resume. We're living in an event-free world, but we're also living in a world where the possibilities for virtual human interaction have never quite been so vast. --- ### Conversion Copywriting: 6 tips to Write Copy That Converts URL: https://www.taboola.com/marketing-hub/how-to-write-copy-that-converts/ Last Modified: 2025-06-10 09:03:49 In the world of performance marketing, every piece of content is an opportunity to drive a specific action. Unlike traditional content marketing focused purely on brand awareness, performance-driven content aims to convert readers into leads, customers, or engaged users. But how do you craft blog posts that not only attract traffic but also compel readers to take the next step? Drawing from the principles that guide successful ad campaigns, here are six crucial tips from performance marketing experts to help you write content that truly converts. ## 6 Tips to Write Copy That Will Convert Your Readers ### 1. Title Your Copy According to What You Promise in Your Ad Creative Just as a misleading ad can lead to frustrated clicks and wasted budget, a blog post title that doesn't align with the promise made in your promotional material will result in immediate bounces. Think of your title as the headline of your landing page. If a user clicks on an ad promising "5 Superfoods to Take Your Health to the Next Level," their expectation is to find exactly that. Bad Titles (for the above ad creative): - 5 Recipes With Affordable Ingredients - How to Cook After a Long Day, Easily and Healthily - Fitness Tricks to Complement Healthy Meals - These Belly Busting Foods Can Trim Down Your Waist While these titles might be engaging on their own, they fail to deliver on the specific promise of "superfoods" for enhanced health. This disconnect leads to a poor user experience and a lost conversion opportunity. Good Titles (for the above ad creative): - 5 Superfoods to Take Your Health to the Next Level - How These Ingredients Boost Health and Fitness - These Secret Ingredients Boost Health and Strength All in One These titles directly address the user's expectation set by the ad, increasing the likelihood of them engaging with the content. ### 2. Write a Hook That Fulfills the Promise Made in Your Title, in An Enticing Way Your hook is the crucial first sentence or two that either confirms the reader is in the right place and intrigues them to continue, or makes them realize the title was misleading. It needs to immediately reinforce the value proposition presented in your title while sparking their curiosity. This is where you begin to weave a compelling narrative, drawing the reader into your conversion storytelling. Bad Hooks (for the title: “Incredibly Healthy People Eat These Foods in Daily Meals”): - “The best foods to eat to boost your health are nutritionally dense, and include a high volume of vitamins, fiber, and protein.” (Answers the promise but isn't enticing) - “Jenny lost 10 pounds and increased her max bench by 15 pounds in just one month when she started this new program.” (Enticing but doesn't fulfill the title's promise) Good Hooks (for the title: “Incredibly Healthy People Eat These Foods in Daily Meals”): - “Jenny has a sweet tooth, which she satisfies every day while still making progress on her weight loss and strength goals. She incorporates naturally sweet superfoods like sweet potatoes and blueberries into her daily meals.” (Enticing and highlights specific foods healthy people eat) - “You probably already have these superfoods in your pantry — you simply need the tools to incorporate them into your diet more regularly.” (Enticing and assures the reader the promised content is relevant and accessible) ### 3. Nut Paragraphs That Get to the Point, and Don’t Drag the Reader On In performance marketing, time is of the essence. Readers who have clicked through are looking for immediate value. The "nut graph" – a concise paragraph (1-3 sentences) that summarizes the core value and content of your article – serves this purpose. It tells the reader exactly what they will gain by continuing to read. Bad Nut Graph (following the hook: “You probably already have these superfoods in your pantry — you simply need the tools to incorporate them into your diet more regularly.”): - “Your current meal plans aren’t working hard enough on your behalf. You need new ingredients to truly reach your goals. We’ll show you the foods that work hard for your body.” (Vague and doesn't provide specific value) Good Nut Graph (following the hook: “You probably already have these superfoods in your pantry — you simply need the tools to incorporate them into your diet more regularly.”): - “With just a few added ingredients, or tweaks to your current meal plan, you can improve your overall health and strength. Including ingredients like avocados, sweet potatoes, blueberries, kale, salmon, and others in your regular diet will not only help you hit your weight loss and strength goals, but also leave you feeling more energized and healthy overall.” (Clearly outlines the benefits and hints at the specific content to come) ### 4. Use CTAs That Convert Every piece of performance content should have a clear call to action (CTA). Your first CTA should appear relatively early in the content (around one-third of the way down) and be presented as in-line text. This placement allows engaged readers to take action without disrupting those who wish to continue reading. At this stage, softer, more informative CTAs tend to perform better. Bad In-Line CTAs (following the good nut graph example): - Sign Up For Our Program - Get the Meal Plan - Sign Up For 50% Off Our Program These CTAs are too abrupt for a reader who is still early in the content consumption process. They haven't been fully convinced yet. Good In-Line CTAs (following the good nut graph example): - Let Us Incorporate These Superfoods for You, Sign Up for Our Program - Sign Up for Our Meal Plan Programs That Incorporate Superfoods - Download Our Recipe Plan When You Sign Up for Our Program These CTAs provide more context and value, making the offer more appealing to a reader who is learning about the benefits of these superfoods. ### 5. Use Subtitles That Discourage Readers From Bouncing Before committing to reading an entire blog post, users often scan the subheadings to get a sense of the content's structure and relevance. Your subtitles should act as mini-promises, clearly outlining the information contained in each section and enticing readers to delve deeper. Bad Headers (following the in-line CTAs): - Vegetables That Energize - Healthy Fats to Fill You Up - Proteins That Keep Disease at Bay These subtitles are too generic and don't provide enough specific information to keep a scanning reader engaged. Good Headers (following the in-line CTAs): - Vegetables That Energize: Kale, Sweet Potatoes, and More - Healthy Fats to Fill You Up: Beans, Nuts, and More - Proteins That Keep Disease at Bay: Salmon, Sardines, and More These subtitles are more specific, telling the reader exactly which examples will be discussed in each section, thus reducing the likelihood of them bouncing. ### 6. Final CTAs That Convert Consumers Post-Storytelling After a reader has consumed your entire blog post, they are significantly more likely to convert. This is your opportunity to use more direct and action-oriented CTAs. Unlike the in-line CTA, your final CTA can be shorter and more aggressive. Bad Final CTAs (after reading through the sections): - Make Incorporating These Foods Easy - Register for Our Program to See Recipes - Use These Foods to Boost Fitness Progress With Our Program While related, these CTAs are still somewhat passive. Good Final CTAs (after reading through the sections): - Sign Up for Our 6-Week Program - See Real Results: Sign Up for Our Program - Sign Up for Our Program Today These CTAs are direct, confident, and clearly tell the reader what action to take. ## Key Take Aways By applying these six performance marketing principles to your blog content strategy, you can move beyond simply attracting readers and start converting them into valuable leads and customers. Remember, every piece of content is an opportunity to drive a specific action – make sure yours is optimized for conversion. --- ### What Is Audience Segmentation, and How Does It Work? URL: https://www.taboola.com/marketing-hub/audience-segments/ Last Modified: 2025-06-22 11:21:27 The way you reach your audience can be as important as the why behind your outreach — and sometimes more so. Regardless of whether your goal is to make sales, gain subscribers, or to spread information and ideas, the approach you take for different types of people must vary if it’s going to be effective. That’s true even if your product, brand, or message is highly appealing. Sure, a 75-year-old man who lives in a small town may enjoy a type of food or appliance as much as a 33-year-old woman living in a city, but you can almost take it for granted that the same messaging won’t resonate with both. What is audience segmentation, then, and how does it relate to this issue? The practice is, essentially, breaking a large audience into smaller, more specific and manageable groups based on shared characteristics, such as demographics and behavior. At its core, audience segmentation lets you meet your potential conversions where they are. Once you know who you’re trying to reach, you can tailor your approach to suit people on a more individualized level. This enhances the precision of a marketing program, improving customer engagement while also preventing wasted effort and money. You can think of modern audience segmentation as the opposite of a roadside billboard or a plane flying an advertising banner above the beach: The latter examples target the entire potential audience as one, casting a wide net, but without much accuracy. ## Why Is Audience Segmentation Important? “Audience segmentation is like matchmaking for marketing — get it right, and you’re the hero who introduced peanut butter to jelly,” says Kris Flank, head of growth with LunarLinks. Get it wrong, though, and your messaging can be like oil to the proverbial water. Audience segmentation is important because it allows businesses — or schools, nonprofits, artists and so on — to better understand their target market by focusing on smaller, more specific groups based on shared characteristics. This enables those doing the outreach to tailor and craft marketing messages and campaigns that will resonate more effectively with people in each segment, ultimately leading to higher conversion rates and improved customer engagement. The process starts with research, planning, collecting, and analyzing a lot of data. Once you know more about the people you’re about to try and engage, you can tailor different messages about the same products, services, brands, and so forth in a more effective way, avoiding wasting time, effort, and cash. “Imagine sending the same email to a college student and a retired CEO,” says Flank. “One might click out of curiosity, the other might just unsubscribe.” While the right messaging can lure in potential conversions, the wrong messaging can push potential customers away and maybe even turn them off your brand. ## 3 Types of Audience Segmentation ### Demographics “Demographic research means understanding the key variables of age, sex, income, location, and education that are important in crafting content and campaigns to meet the different needs of each group,” says Ashot Nanayan, CEO and chief marketing officer of Digital World Institute. “This is how brands avoid the one-size-fits-all approach and create highly relevant, targeted messages that really resonate with their audience.” Demographics are often the first thing marketers consider when segmenting an audience, as they can vary widely, and because there is generally a lot of great demographic data already available. ### Geographics Geographic audience segmentation is essential to consider, and fortunately quite easy to implement. If you’re creating a marketing campaign for a fast food chain with locations in 10 states, for example, there’s really no reason to be worried about the residents of the other 40 states. If your marketing tools are currently only suited for suburban or rural use, but not for the city, don’t reach out to urban dwellers until you’ve nailed that part of the operation. And so on. ### Behavioral Behavioral segmentation divides an audience based on the behaviors of and actions taken by individuals, though this data is usually processed at a more macro scale. This can include studying past purchase history, product and service usage, brand loyalty, and more. If you identify a group that seems to use a product, platform, or service similar to the one you’re pushing, their behaviors indicate that they may be more interested in your messaging. ## How to Segment Your Audience To effectively segment your audience, you need to divide the greater target market into smaller groups based on shared characteristics like demographics (age, gender, location), behaviors (purchase history, website activity), interests, and psychographics (values and lifestyle, for example). These steps will allow you to deliver more tailored messaging and marketing campaigns that resonate better with each segment. Some platforms make this quite easy to do, with posts targeted at specific metrics like age and gender (more on that in a moment). In general, you can get data on your preferred audience by purchasing data from analytics companies, by collecting info through CRM (customer relationship management) systems, with surveys, by backend web analytics, and more. ## Using Audience Segmentation to Improve Targeting “From a best-practice standpoint, with regard to targeting outreach, I always advocate for a holistic approach that not only leverages demographic insights but integrates psychographic data,” says Nanayan. “Factors such as interests, lifestyle choices, and values can greatly increase the accuracy of your targeting. For instance, through the creation of customer personas representing segments, businesses can plot content strategies and communication styles that best fit the persona's preferences. This, in turn, leads to increased engagement and better brand loyalty.” Nanayan adds that it’s important to continue with the A/B testing and data analysis, so that you’re constantly refining targeting strategies and ensuring that outreach is optimal. ## Audience Segmentation Tips When it comes to meeting your audience where they’re at, “Personalization is key,” says Flank. “Forget ‘Dear Valued Customer’ and speak directly to their needs. If you’re targeting sneakerheads, talk about the latest drop. If it’s busy parents, highlight the shoes that double as ‘park-proof and parent-teacher-conference approved.’” Flank goes on to point out that marketers should experiment without fear. “A/B testing isn’t just for science class,” he says. “Try different headlines, images, and CTAs to see what clicks — literally. It’s like dating: Sometimes, the quirky opener works better than the formal introduction. Also, timing is everything. Sending an email at 3 a.m. because you’re a night owl? Think again! Catch your audience when they’re scrolling, sipping coffee, or procrastinating at work — it’s all about that perfect timing.” ## Tools and Techniques for Audience Segmentation “For targeted marketing, make outreach informed by data,” says Jose Singh, marketing manager with Academized. “Optimal practices include custom messaging, channel optimization, and A/B testing to keep it refined. Social media channels — Facebook, Instagram, LinkedIn — email campaigns and niche communities are the primary means of engagement. These are tools that enable you to fine-tune your targeted audience based on their behavior, interests, and past activities, making your communication more successful and effective.” The raw tools include things like email blasts, texting, online ads, and targeted social posts and/or ads. These posts can be particularly powerful, because platforms such as Instagram, for example, allow for highly targeted content serving. You can, for instance, aim a post at just one gender, a specific age range, specific interests, and more. Also, you can use tools like Google Analytics to learn more about your potential audience before you even start the outreach. ## The Future of Audience Segmentation Not surprisingly, the future of audience segmentation is likely to be heavily influenced by artificial intelligence (AI), which will allow for more dynamic and more real-time segmentation based on the crunching of vast data sets. This additional insight should lead to highly personalized marketing initiatives adapted to individual consumers across various channels. The risk with AI, though, is the loss of that human element. Use the machines to gather your data, sure, but those email blasts, posts, and video scripts still require human creativity and empathy. ## Key Takeaways “First and foremost, audience segmentation starts with solid demographic research,” says Chris Sorensen, CEO of PhoneBurner. “One size does not fit all: Small businesses, for example, might need a more cost-effective solution, while larger enterprises could prioritize scalability and integrations. If we understand these differences, we can produce more direct messaging.” “Personalization is also key when it comes to best practices for targeting outreach,” Sorensen adds. You have to make your audience feel seen and understood if your messaging is going to resonate. Naturally, this process involves careful analysis of a lot of data, breaking down the larger marketplace using demographics, geography, behavior, lifestyle, and more. Once you’ve started a targeted marketing campaign based on audience segmentation, you need to stay dynamic and responsive — if your efforts aren’t getting the response you seek, change things up. If the response is superb, then keep on keeping on, learning all the while. ## Frequently Asked Questions (FAQs) ### What are some common mistakes to avoid when segmenting an audience? Common mistakes to avoid include using old data, relying on segments that are too large, ignoring customer feedback, being rigid in segmentation, not having enough data, neglecting to personalize messaging, and forgetting to align your segmentation with specific goals. You should always be ready to try new things and change it up. ### How can audience segmentation improve customer engagement and retention? Audience segmentation improves customer engagement and retention by helping marketers to deliver highly targeted and personalized messages to specific customers, resulting in a more relevant experience that resonates more effectively, leading to increased interaction and loyalty towards the brand. ### What role does AI and machine learning play in audience segmentation? The true and total impact of artificial intelligence on audience segmentation remains to be seen, but there’s no doubt the data-processing capabilities of the latest AI systems will provide more and better data than ever for marketers, allowing you to create ever more precise outreach plans. ### Can small businesses benefit from audience segmentation, and how? Smaller businesses — or brands or individuals — can benefit from audience segmentation in all the same ways larger operations can, with one key difference: Budgeting. Whereas a huge conglomerate can generally spend more on marketing expenses, audience segmentation can help a smaller business avoid painful wasted funds by keeping the outreach focused and only as expansive (and expensive) as needed. ### What’s the difference between audience segmentation and customer personas? While both methods are used to understand a target market, audience segmentation involves dividing your audience into distinct groups based on shared characteristics, while customer personas are in-depth fictional representations of imagined individual customers within the targeted segments, created by marketers based on research. Personas provide a deeper understanding of a potential real person’s needs, motivations, and behaviors. Essentially, segmentation is the "grouping" and personas are the "characters" within the groups. --- ### How to Measure Brand Awareness: KPIs, Metrics and Strategies URL: https://www.taboola.com/marketing-hub/how-to-measure-brand-awareness/ Last Modified: 2025-04-09 08:42:38 Brand awareness refers to people’s ability to recall and recognize your business. It’s the very first step in the marketing funnel, and a crucial foundation for eventually acquiring customers. Here, I’ll explore the importance of brand awareness KPIs, and how to use brand awareness metrics to increase your visibility and engagement across the open web. ## Why Measure Brand Awareness? It’s vital to know how to measure brand awareness so you can build the most effective campaigns for your target audience and business goals. By measuring the right brand awareness metrics, you can allocate your marketing resources more efficiently and find innovative ways to optimize your strategies. That said, there’s no uniform solution to measuring brand value and campaign effectiveness. Measuring the success of an Instagram influencer campaign, for example, is very different from measuring the success of a display ad campaign — even if you’re reaching the same target audience. That’s why it’s important to find the most suitable metrics for your brand awareness strategies and goals. ## How to Measure Brand Awareness: 9 Metrics to Track Measuring brand awareness begins with choosing the right brand awareness KPIs. The metrics you select will depend on many factors, such as your brand awareness objectives, ad forms, and campaign strategy. Brand awareness KPIs are also the gifts that keep on giving. With campaign analytics at your fingertips, you can better understand how to move your audiences through the funnel, ultimately driving lead generation and sales. Here, I’ve identified the brand awareness metrics that are most relevant for today’s advertisers. These metrics and KPIs can serve as important indicators of campaign effectiveness, helping to gauge and guide the success of your awareness efforts. ### Brand Awareness Surveys You can use brand awareness surveys to collect insights and feedback directly from your customers. Unlike many other metrics, the data from these surveys can help both qualify and quantify your brand awareness performance. For example, you can assess whether people’s perception of your brand aligns with the brand’s vision and core messaging. Surveys also help show customers that their feedback is valued, fostering higher levels of loyalty and engagement. Make sure these surveys are concise and easy to comprehend, ideally including multiple-choice options to facilitate user responses. For example, you might ask questions such as: - What is your opinion of our brand? - How did you first learn about our brand? - Why did you choose our brand over others? - Are you aware of any competitors? If so, which ones? Property booking site Giggster, for example, invites new customers to answer a quick, two-question survey about their experience: Surveys can be administered via phone, email, or directly on your website. Testing different survey methods can also help determine which solution yields the highest response rate from customers. Various platforms are available for conducting surveys, such as Survey Monkey, Typeform, and Google Forms. ### Branded Search Volume Branded search volume refers to the number of times a brand name is searched for over a specific period of time. This metric is particularly useful for evaluating the impact of multichannel and social media marketing efforts, as it reflects consumer interest beyond specific marketing channels. In fact, it could be viewed as a brand consideration metric — a deeper level of engagement where consumers not only know about the brand but also consider its products or services. A customer, for example, might see your brand in a social media ad and then search for it on Google to find out more information. Google Analytics 4 is one of the most commonly-used brand awareness tools to measure search volume, providing valuable insights into user behaviors and website engagement. Additionally, advertisers can use other keyword research tools like Google Trends, Google Keyword Planner, Moz Keyword Explorer, and SEMrush to identify search volume trends and keyword performance. ### Google Trends Google Trends is a free tool that tracks and analyzes Google search patterns for particular words or terms. You can enter keywords, such as your brand name, and see how the name is trending over time. You can filter by time period, for example, the last week, month, six months, or year. Here, for example, is the search volume for Pepsi within a 90-day period: You can also make the search more granular by content type: Image Search, News Search, Google Shopping, and YouTube Search. You do this by choosing “Web Search” from the menu bar. Google Trends automatically breaks down the trends by geographic region as well. Here, for example, we see that Wyoming performs more searches for Pepsi than does any other U.S. state: ### Share of Voice Share of voice measures how much a brand is being discussed, compared to its competitors, expressed as a percentage. You calculate it by dividing the number of mentions or impressions of your brand by the total number of mentions or impressions for all competing brands within a specific time period. You will want to do an apples to apples comparison by searching how your brand measures up within specific segments, such as social media mentions, backlinks to your product page, or search volume. For example, if 37% of all Instagram hashtag mentions of lipstick brands within a 12-month period refer specifically to Revlon, then Revlon’s share of voice for those parameters (mentions as a percentage of all brands mentioned over a 12-month period) is 37%. Content marketing products such as Semrush, Sprout Social, Hootsuite, and Ahrefs allow you to calculate share of voice within particular segments. ### Earned Media Value Earned media value (EMV) is the estimated monetary value of the exposure a brand receives from organic mentions or shares on third-party sites, social media, or traditional media. “Exposure” is a broad term, so this is usually segmented to make it easier to track and compare. The formula for EMV is as follows: EMV = Impressions in terms of 1000s x CPM For example, let’s say you received 20,000 impressions from a campaign and your CPM (cost per mille, or cost per thousand impressions) is $5. Then your total EMV for that campaign is 20,000/1000x5=$100. As with Share of Voice, there is no single set of data that is universally agreed upon as the definitive EMV, but you can track it based on your own parameters from data gathered from products like Semrush, Sprout Social, Hootsuite, and Ahrefs. ### Social Media Engagement Social media plays a pivotal role in today’s marketing landscape, significantly influencing customer experiences and decision-making processes. As such, you might use social media metrics to gauge your brand awareness performance and customer engagement. If you’re looking to measure and improve social media engagement, you might use key metrics such as reach, impressions, likes, shares, comments, clicks, follows, mentions, and hashtag usage. ### Brand Visibility Brand visibility is a fundamental KPI for measuring brand awareness. The term refers to the extent to which a brand is seen and recognized by potential customers — a core objective of many brand awareness campaigns. ### Website Traffic Website traffic and branded search traffic are related but not the same. Website traffic refers to visits from various platforms such as search engines, advertising campaigns, social media platforms, and other referral sources. Analyzing changes in website traffic volume over time can provide insights into the effectiveness of brand awareness efforts across these channels. You can use your website’s own analytics engine to measure traffic and access statistics about visitors. Beyond that, you can use additional platforms such as Google Analytics to access more advanced metrics and reports about visitor behaviors and demographics, using this data to increase website traffic. ### Referral Traffic Referral traffic is a measure of people who visit your website from referral sources, such as social media, search results engines, or backlinks in blog posts. By measuring referral traffic, you can better assess the performance of referral and social media campaigns. For example, you might start a referral program, inviting loyal customers to become advocates for your brand and encourage people to make their first purchase. You might also use SEO strategies to improve your search discoverability, increasing referral traffic from key sources like Google. ## Analyzing Results: How to Interpret Data from Your Brand Awareness Efforts There is no universal solution to measuring brand awareness, as each metric has its own use cases and benefits. As such, you should choose your own brand awareness metrics based on your unique strategies, platforms, and goals. If you’re launching an influencer marketing campaign on Instagram, for example, you might measure social media engagement and referral traffic, whereas if you’re launching a content marketing campaign, you might measure brand visibility and website traffic. It’s also important to choose a mix of hard and soft metrics for your brand awareness campaigns. For instance, consider combining hard data metrics like referral traffic or search volume (e.g. impressions, clicks, conversions) with more qualitative insights from brand awareness surveys, to obtain a well-rounded view of customer perceptions. And remember, once you identify and measure key metrics for brand awareness, you can use your insights to inform future performance marketing campaigns. ## How to Get Started Step-by-Step ### Set Clear Objectives Define your brand awareness goals — such as higher engagement or increased search volume — and determine the success metrics (e.g., website traffic, social media mentions) that best reflect your progress. ### Identify Target Audiences with AI Leverage AI marketing tools, to segment audiences by browsing habits, demographics, and past interactions. This ensures your campaign reaches the right people at the right time. ### Optimize Channel Selection Use AI-driven insights to focus on the platforms — social media, publisher sites, or native ads — that your audience frequents the most. This maximizes both reach and impact. ### Produce and Publish Optimized Content Develop engaging materials (e.g., blog posts, videos) and publish them where they’re likely to gain maximum traction. ### Monitor and Refine in Real Time Continuously track performance and adjust your strategy, budget, and messaging on the fly based on real-time data, ensuring your brand awareness campaign stays effective and on course. ## Key Takeaways Brand awareness refers to people’s ability to recall and recognize your business, and as such, it’s the very first step in the marketing funnel. It’s important to continuously monitor your brand awareness KPIs (which can include earned media value, traffic, and social media engagement) and adapt your strategies to stay ahead of the competition. ## Frequently Asked Questions (FAQs) ### What tools would you use to measure brand awareness? Brand awareness online can be measured through metrics like website traffic, social media engagement (likes, shares, comments), search volume for brand-related keywords, and referral traffic from other websites. Offline, brand awareness can be measured through surveys, focus groups, interviews, and tracking brand mentions in traditional media sources like newspapers, magazines, and television. ### How is brand awareness calculated? There is no single way to calculate brand awareness, but marketers will sometimes conduct surveys to determine, for example, the percentage of people who mention your brand within a specific context, rather than that of your competitors. They will also use metrics such as search volume, social media mentions, and brand visibility. ### What is the KPI for brand awareness? There is no single definitive KPI for brand awareness, but popular ones include keyword rankings, earned media value (EMV), branded search volume, and social media engagement. --- ### Moments of Next in Real Life: What Separates the Great Video ads From the Good Ones URL: https://www.taboola.com/marketing-hub/what-separates-the-great-video-ads-from-the-good-ones/ Last Modified: 2025-06-09 11:46:42 When you create a piece of video content, and it's time for the 35-year-old new mom living in a major city––whom you targeted thoughtfully––to see it, it might play on her screen, but she may or may not watch it. So, what is it exactly that makes her engage or not engage? As a marketer running an ad campaign, high-level information is indisputably important––who is the audience broadly, when have they historically shown high engagement, what has worked in the past? These are all necessary questions to consider when planning what will hopefully be a good campaign, but what separates a standout campaign from an average one is digging a little deeper. What is it about a certain moment in time that makes an audience more likely to engage with video ads? To zoom in and put some context behind this, we conducted a survey and heard from real consumers in the United States. Analyzing their responses, we were able to break down the when, where, and what of this magical moment we call the moment of next, and what it means for you. ## The Research Behind Great Video Ads At the end of 2019, Taboola ran a study with Nielsen to try and determine when––and where––exactly consumers are most open to something new. We used the BrainVu AI platform to measure biomarkers that indicated spikes in attention and emotional response while people were watching video ads. No surprise, we discovered that mindset really matters when determining how a consumer will respond to a video advertisement. There's a specific time and place, known as the moment of next, when attention and emotional response are at their highest. With this discovery under our belt, we've been on a mission to learn more about this moment of next––a deeper dive into when it happens, and how it affects consumers. This mission was the very driver behind the next study we ran on video ads that consumers respond to. Using Google Surveys, we asked our questions to 5,000 participants in the United States. Here's what they had to say about their online experiences, and what it means for the moment of next. ## When, Where, and by What an Audience is Captivated ### There are Real, Relatable Humans on the Receiving End of Ads We asked participants point blank “When are you more likely to be open to discovering something new online?" Our findings? A series of little pockets within the human day, including: - Those precious moments in bed at the beginning or end of the day - Breaks during a busy workday - And, no surprise here, time in the bathroom We also gave participants a chance to input their own “other" response, among which we saw: - “After work while unwinding from the day" - “Waiting at my kids' activities" - “During a lazy weekend" Simply put, the thing that every answer had in common was downtime––the moments in the day where discovery is the chief task at hand. ### Location on the Web Matters The next question we asked participants was where, exactly, they were spending their time online. We found that one quarter of respondents reported content and news sites, and another quarter reported social media sites, bringing those combined locations to a whopping 50% altogether. To get a little more granular on the difference between these two nearly-tied-for-first-place online destinations, we turned to the element of trust. Context is key for brand perception, and the context an ad is in on a news website is quite different than that of a social media channel. Our findings? Participants reported trusting news websites over 3X more than social media websites. To approach trust from a different angle, we also asked participants what kind of website they would expect to see a Fortune 500 company advertising on, to which 63% of participants responded with news sites, making it clear that while the devotion of time may be split evenly across news sites and social media, trust isn't divided up that same way. ### Be Mindful of Audience Experience Heading back to our Nielsen study findings that ads in interruptive places don't get paid attention to, we asked participants “When watching a video ad online, what is most important to you?" The ability to skip or scroll out of a video advertisement and “that it's not interrupting me", the two responses tied to our findings, clocked in at 39.7% and 15.7% respectively, making video characteristics around placement account for over half of responses. Relevance to needs and entertainment followed behind in a close combined second. ### What This Means For You If you want your video ad to be watched and well received (who doesn't?), then there are a few simple measures to take. Remember you're advertising to humans.  We're all human, which means we all lay in bed on our phones in the morning, we all take breaks at work to refocus, and we definitely all use the bathroom. Reach people in these very human moments of their day when they're most receptive. Be wary of context. You want your ad to be trusted, which means being among other trusted content. Consider advertising on news sites. With news sites garnering 3x the trust of social media sites, and the expectation of being prime real estate for Fortune 500 companies, they hold serious weight as a great place to be seen. Don't disrupt. It's one thing for your video to be ignored, and another for it to be received negatively. Both of these can happen if your ad disrupts a person's desired online experience. All of the video aspects explored in this study were contextual, but it's important not to forget how crucial the creative elements of a video can be in its performance, too. Creative designs like including text or leaving it off, having a human subject or not, and showing certain seasonal elements can all impact a video's likelihood to be completed. Creative trends change daily, and staying on top of them is a simple way to be proactive. In the right context, with the highest-performing creative elements, your videos are set up for success. ## Consider Life's Little Moments At the end of the day, the 35-year-old new mom living in a major city is more than just an audience. She's someone who likes to laugh, someone who waits outside of ballet or basketball or karate, and she's someone who hits snooze on an alarm three times before making it out of bed. Taking the time to consider what it is about the moments with high engagement makes them feel inherently more human. Every video ad is different, and is created with a different audience in mind, but within all of those audiences are people who share more common threads than differences. Behind every moment of next is an opportunity to better understand the online experience of consumers, and we don't plan on stopping that quest any time soon. --- ### Easter Marketing Trends 2020 URL: https://www.taboola.com/marketing-hub/easter-marketing-campaign-statistics/ Last Modified: 2025-06-09 11:48:09 Easter is a holiday that brings people together. Families don their best pastels and gather around a table to enjoy a meal together, and a visit from the Easter Bunny works wonders for keeping kids enthralled in a fruitful hunt for pastel-colored eggs. The very nature of Easter⁠—the decorations, the food and candy, and the festive outfits⁠—land it as a prominent consumer holiday. Last year, the average celebrator spent $151, which laddered up to a total estimated spend of $18.11 billion. Based on historical purchasing plans, we've pulled readership data and Taboola Trends insights around lifestyle (flowers, gifts, and greeting cards), food (chocolate and candy), and fashion (clothing). Whether you have a whole host of Easter items to market, just one product you're focusing on for Easter, or you're an agency with multiple clients to service, we have the data and insights you need to create successful Easter campaigns. Hop on in. ## Easter Lifestyle Campaigns Reach consumers buying flowers, greeting cards, and gift cards with these best practices for lifestyle campaigns, based on 35 billion impressions and 72 million clicks. ### Launch Ads From 6-7 AM and 8-11 PM Spend for lifestyle content increases around 9am, right as clicks begin to decrease. To more efficiently reach lifestyle consumers, try showing them your ads during their morning commute, when they may have more time to devote to clicking and exploring. ### Reach Consumers on Wednesday Marketing spend on days like Tuesday and Friday are not met with as high of consumer demand as Wednesday. Try showing ads to consumers when they're in the middle of their week. They may be looking for a break and be more open to crossing off some of their pre-Easter shopping to-dos. ### Test images that feature animals and food without a person as the subject According to Taboola Trends data, including animals in lifestyle images can increase click-through rates by 82%. And, images with food can increase CTR by 60%. Leaving people out of images can have a 28% CTR impact, too. Other factors driving clicks are close-up images, excluding text, indoor settings, and black & white vs. color. A great example is this Instagram post from 1800Flowers. Here, they shared a close-up image of their flowers in a seasonal indoor setting, complete with candy strewn about and no person in sight. ### Test keywords such as 'foil', 'eat', and 'everyone' When it comes to lifestyle content, consumers want to know what's appealing to the masses, and they always want to hear about food. Avoid getting lost in the shuffle with high-competition keywords such as 'card', 'green', and 'app'. There's also an opportunity to reach consumers with keywords that have a low spend, but a high potential for CTR impact. These include 'outside' and 'belong'. ### Five Sample Titles in Action Our Title Analyzer Tool allows you to test multiple title options in realtime and see how they stack up against one another. Based on the above keywords, we selected five. - These Are The Ten Easter Gifts Everyone Is Talking About - Fruit And Flower Arrangements That Look Good Enough To Eat - Eight Easter Decorations For The Perfect Dinner Outside - Here's What You Can Create For Easter With Ribbons And Flowers - The Simple Flower Trick That Was Made For Easter Here's how they shook out in the analyzer: The key takeaways here? Consumers are regularly on the hunt for tricks and tips, and anything that looks good enough to eat can spark curiosity. To bring some of these learnings to life, here's how Easter ads for lifestyle consumers could look at various stages of the marketing funnel: ## Easter Food Campaigns To find the sweetest opportunities for reaching consumers on the hunt for chocolate, candy, and other foods this Easter, we analyzed 7 billion impressions and 13 million clicks. ### Launch Ads After 7 PM Ad spend is highest right around the middle of the day, but the real opportunity lies in post-dinner hours. Perhaps it's the last meal of the day that jogs consumers' interest in making food-related purchases, or maybe it's those late night cravings, but in either case, this is the time of day to seize opportunities. ### Reach Food Consumers of Sunday, Wednesday, and Friday While spend sees its peak on Monday, the real opportunities are found on Sunday, Wednesday, and Friday. Reach consumers as their new week begins, again right in the middle, and right as the weekend kicks off. ### Test close-up images without text or animals According to our Taboola Trends data, food images that do not include animals can boost CTRs by 176%. Food images that are close-up and without text increase CTRs by 56% and 75%, respectively. Other factors with CTR impacts include indoor settings and female subjects. A great example of an Easter food campaign is Peeps' work with celebrity pastry chef Candace Nelson. Together, they worked to create Easter-centric recipes developed by Nelson herself, and create images like this one: ### Try keywords such as 'one', 'eating', and 'fast' Garner attention from readers by narrowing down their options, and giving them ways to nail Easter without the major time commitment. Stay away from keywords such as 'wild', 'clean', and 'delivery' that are facing too much competition. You can also get in front of food consumers with high opportunity keywords such as 'check', and 'juicy', as in “don't forget to check on your juicy Easter ham!" We're putting the top performing food keywords to the test the same way we did with the lifestyle keywords in our Title Analyzer. The headlines we're testing are: - The One Candy Ever Kid Wants In Their Easter Eggs - Cook Fast, Eat Slow With These 11 Easter Recipes - Everyone Is Buying This Chocolate Bunny For Easter - One Celebrity Chef's Secret To A Juicy Easter Ham - The Candy Of Easter, From Best To Worst And the results: It's clear that food consumers want to know what's the best and what's the worst, and they don't want to miss out on what other consumers are interested in. With these results in mind, here's how Easter food ads could look throughout the marketing funnel: ## Easter Fashion Campaigns To find out how to reach those looking to dress to impress in their Easter best, we gathered learnings from 12 billion impressions and 23 million clicks. ### Launch Ads at 11PM Spend on ads sees its peak in the early to mid morning hours, but a time of demand that isn't yet met with spend is 11PM. This pre-bedtime hour finds consumers in a moment of free time—perhaps they're laying in bed—and they may be more ready to shop and explore. ### Reach fashion consumers on Thursday, Friday, and Saturday Easter fashion shopping is for the weekend warriors. Demand takes a dip towards the middle of the week, but when it picks back up in time for the weekend, be there to meet it with ad spend. ### Test outdoor images without animals A closer look at Taboola Trends data around fashion images show that images in an outdoor setting with a person as the subject and no animals present can be quite impactful to CTR. Other impactful factors include having food present, opting for color over black & white, and leaving text off of images. Take this Easter fashion campaign from Lilly Pulitzer, for example, totally nails it. Their image is full of bright colors, has a female subject, and they tie in surprise gifts with purchase to further entice. ### Test keywords like 'dress', 'clothing', and 'piece' To capture the attention of fashion consumers looking for an Easter outfit, try getting right to the important words. Avoid words such as 'eyes,' 'shoes,' and 'home' that see too much competition. You can also test keywords such as 'jackets' and 'shop' that don't have a lot of spend behind them, but have the potential to perform. Next up in our Title Analyzer are some headlines for Easter fashion using the above keywords. The five titles we tested were: - The Dress That Women Everywhere Are Buying For Easter - Eight Chic Jackets For An Outdoor Easter Party - It's Not Too Late To Shop For The Perfect Easter Dress - All You Need Is This One Piece To Throw Together An Easter Outfit - Twelve Creative Kids' Clothing Ideas For Easter Day And the results are in…: The key takeaways here are to consider social influence—if everyone is buying something, surely it must be good. Also, remind consumers that they can still make a purchase in time for a holiday as it nears. Taking those headlines and image trends into consideration, here are a few examples of Easter fashion campaigns brought to life: ## Hoppy Easter Campaign Planning Before eggs are painted and the bunny makes his appearance, Easter campaign planning mode is in full swing, and relying on data is key to drive clicks and engagement. Consider these tips and trends as you get to creating, and for even more insights, keep an eye on Taboola Trends. The information updates weekly, so you always have a fresh look at what's performing in the lifestyle, food, and fashion verticals, and beyond. --- ### Choosing the Right Native Advertising Agency for Your Brand URL: https://www.taboola.com/marketing-hub/agency-for-native-advertising/ Last Modified: 2025-05-14 12:56:19 Let’s start by looking at what native advertising actually means. Imagine you’re reading a copy of Vogue and suddenly come upon an article about installing new gutters, complete with detailed information about one specific gutter installation company. It would be jarring, confusing, and certainly not likely to encourage you to suddenly decide to have new gutters installed on your house. On the other hand, imagine you were paging through a copy of Better Homes & Gardens, or reading a home-improvement article online, and that same gutter-themed piece appeared. It wouldn’t feel out of place at all (even if it did seem a bit more promotional than the copy surrounding it). If you’re reading a home-themed publication, you might well be amenable to considering new gutters, and the company featured in that piece could well get your business. The difference between these two scenarios is that in the second, the article was presented to you in the right place: It felt right at home or, in other words, native. Native advertising, then, is the creation of promotional materials that match the tone and voice of your brand. Native advertising agencies will produce all kinds of materials, from long-form ads that resemble articles, to video content, to social media posts, posters, emails, billboards, flyers, and more. But not every ad agency produces advertising that feels truly native, which runs the risk of turning off potential customers, subscribers, or otherwise successful leads. Here, I’ll explain how to choose the right native advertising agency for your brand’s needs. ## Understanding Native Advertising “A native ad is not just one that fits in, it's a strategic mechanism to take one's audience where one wants, with a subtlety that results in a user not even realizing they’re being sold to,” explains Peter Lewis, founder of Strategic Pete. To put it another way, native ads are paid media that don’t feel like advertising. Done well, they are engaging, occasionally amusing, sometimes informative, and always on message. Native ads are common in magazines, with ads materializing in the form of an article with a true narrative. They are ubiquitous on social media, can be found on TV and on the radio, are all over video platforms like TikTok and YouTube, and can even take the form of entire books or documentaries. ## What Are the Native Advertising Formats to Pay Attention to in 2025? The times have changed, so make sure you’re using the most current native advertising approaches. ### Short-Form Video Already ubiquitous on social media, short-form videos are the most popular type of media of our day, and they are the perfect vehicle for native advertising. ### Articles Whether embedded in an actual print magazine or added among the feed of articles on a website, fully-developed, well-written “articles” that just so happen to be promoting a specific brand, product, or service can be very effective when properly placed. ### Social Media Posts Chances are good you see plenty of native ads in social media every day, and hardly notice that you’re encountering an ad instead of a regular post. That’s because many marketers are very good at their work. ### Podcast Segments If well-produced, a short segment placed before or during a podcast sounds like just another part of the program while actually being an ad. ### Search You can also pay to place ads that will pop up during your target audience’s use of a search engine, which can redirect someone to purchase your product. This is especially true when the product you’re promoting is quite similar to their search. ## Top Native Advertising Agencies to Consider ### Smartly Smartly boasts global customers like McDonald’s, Walmart, Uber, and more. The company creates AI-optimized digital media that seamlessly integrates into social media feeds. The company has created an average of 800 billion annual impressions. ### Nativo Nativo strives to produce and then place quality content that potential customers will find genuinely engaging. Then, thanks to machine learning, it tweaks and improves that content constantly in response to user engagement — or lack thereof. ### Taboola Hey, we know we do what we do well. But to keep things objective, let’s let the numbers speak for themselves. Taboola customers report a 750% increase in native sign-ups, a 700% ROI (return on investment) in ad spend, and 40% lower costs per impression. Taboola can also secure premium placements of native ads on sites like Business Insider, USA Today, and more. ## How We Chose the Best Native Advertising Agencies My choices were based on measurable results and quality of work, which is always a good starting point when you make your own decision. “When choosing an advertising agency, always start with your goal — do you need lead generation, brand awareness, or e-commerce sales?” advises Aaron White, CEO of Outbound. “Find an agency that specializes in your specific needs and has a track record of delivering measurable results. Ask for case studies, clear reporting, and a focus on performance metrics like conversions, not just impressions.” More advice comes from Lewis, who recommends considering three questions when analyzing a native ad company. “First, how do they select platforms for placement? Good agencies analyze audience behavior first, choosing platforms where there are engagement and conversions, not just cheap clicks. Second, what's the creative testing process? A good agency A/B tests headlines, storytelling angles, and content variations before scaling spend. If they can't explain how they optimize messaging over time, they're gambling with your budget. Third, how do they measure success beyond CTR? If an agency is fixated on clicks and impressions, but not time on page, engagement rate, or conversion lift, they're not focused on business impact.” ## Benefits of Native Ads over Traditional Ads Ironically, traditional advertising can sometimes have the exact opposite of its intended effect, driving potential customers away instead of drawing them in by being annoying, jarring, or simply poorly executed. Native advertising meets customers where they are, serving them both the type of media and the messaging they already like to consume. Good native ads can subtly promote brand awareness and entice people to make purchases at the same time, something traditional advertising often struggles to do. Because native advertising can take so many different forms, after the initial research and development required to optimize it, it can actually be more affordable than traditional marketing practices. After all, a paid social media post is a lot cheaper than a television commercial. ## Best Practices for a Solid Native Advertising Strategy A good native advertising strategy involves understanding your audience, creating engaging content, and establishing metrics you can use to track how well it’s working. Understand your audience by considering the demographics and interests of the customers you’re after. Then, create a customer-centric strategy, using your customers' preferred voice and tone and the media they most often consume. You then need to create appealing content, inspired by or even mimicking the style of successful content in a given niche. This engaging content has to feel natural and unobtrusive. Now, those metrics you established? Use them! Track your progress to ensure you're reaching your goals and ROI, then consider optimization strategies, remembering that native advertising may require some trial and error. ## Key Takeaways To choose the best native ad agency, remember the three questions recommended by Lewis: 1: How does the agency select platforms for placement? 2: What's the creative testing process? 3: How does the agency measure success beyond CTR? Once you know you have an agency you can trust, establish your marketing goals, your marketing budget, and your metrics for success, then get your marketers all the information you can so they can get to work. ## Frequently Asked Questions (FAQs) ### Who are the biggest native advertising publishers? Some of the largest native advertising publishers include the three featured above —Taboola, Smartly, and Nativo — but there are many more, such as Outbrain, MGID, Triplelift, and Sharethrough. ### How much does native advertising cost? “Native advertising is expensive. Not because agencies charge high fees, but because it takes time to build momentum,” says Lewis. “If you don't have at least three months of budget for testing and optimization, don't search for it.” Pay-per-click models can see pricing from $0.10 to more than a dollar per click. Single ads can cost hundreds to produce. The investment usually pays off, but it’s pricey at the start. ### Where should you run native ads? Run your ads where your intended audience is, from social media platforms and YouTube to podcasts and print magazines. The research you do to identify the best potential customers will invariably include tracking their habits, so you’ll know where they can be found. ### How big is the native advertising market? Native advertising is a huge market. Estimates are that native advertising spending accounted for $88.01 billion in 2023 and that it may more than double or even triple by the early 2030s, per data from Market Research Future. --- ### Demand-Side Platforms (DSPs): How They Work, Benefits for Programmatic Advertising URL: https://www.taboola.com/marketing-hub/demand-side-platforms-dsps/ Last Modified: 2025-06-09 11:36:40 Programmatic advertising uses technology to streamline the ad-buying process. In 2025, with AI-driven bidding doing the legwork, advertisers can create efficient, targeted, and relevant campaigns for their audiences. Here, I’ll explore how programmatic advertising works with Demand-Side Platforms (DSPs). ## What Is A Demand-Side Platform (DSP)? A demand-side platform (DSP) is software advertisers use to automate buying ad inventory from publishers. Advertisers can also work with specific types of DSPs, such as mobile DSPs, video DSPs, and programmatic native DSPs, which specialize in certain ad formats and placements. Programmatic DSP platforms emerged as the internet expanded and the number of ad channels, targeting opportunities, and customer data resources exploded. They offered advertisers a way to buy and launch campaigns at scale, since the alternative was to manually communicate and negotiate with sales representatives on each deal, wasting valuable time and resources. Even when the manual process worked, the tools didn’t exist to automatically optimize their budgets and targeting methods. That’s where DSPs came in. ## How Does a DSP Work? When a reader visits a publisher’s website that contains an ad placement, the DSP is triggered to find the right ad creative to fill that spot. A real-time bidding auction occurs, wherein advertisers compete for that placement in front of that target audience member. The advertiser with the winning bid gets the spot, delivering its creative on the publisher’s website. When advertisers hire a programmatic ad network, it will have direct integrations with the world’s leading DSPs, allowing advertisers to reach millions of daily active users. Depending on the network, advertisers can place ads on a homepage, mid-article, or in-feed to achieve massive scale and grab people’s attention. Let’s break down the programmatic process even further by looking at the different DSP media buying methods. ## DSP Media Buying Methods ### Real-Time Bidding (RTB) or Open Marketplace Real-time bidding (RTB) is the auction process by which advertisers compete for programmatic placements on DSPs. Each advertiser sets their highest bid, often determined by cost-per-thousand impressions (CPM). Then, the DSP ad tech auctions those bids in real time for each available ad spot. RTB is effective because it allows advertisers to vie for potentially thousands of DSP ads across channels without wasting their budget. They know that each time they win an ad placement, they’ll never pay more than they allocated in advance. If competition for inventory heats up, they can always increase their bid to get in front of their target audiences. Not all programmatic advertising is purchased through RTB, but much of it is because it allows advertisers to launch more cost-efficient campaigns at scale. ### Private Marketplace (PMP) Private marketplaces (PMPs) are RTB auctions with one caveat: They’re invite-only and exclusive to certain advertisers. Advertisers might choose PMPs over RTBs to access select ad inventory from high-quality publishers. ### Programmatic Direct Programmatic direct is similar to traditional ad buying in that it involves creating a one-to-one agreement between a publisher and an advertiser. The difference is they agree on a guaranteed, fixed CPM, but the advertiser still buys placements programmatically through a DSP. Because impressions are purchased a la carte, programmatic direct can be pricer and less scalable than RTB and PMP. Still, it also offers more transparency between the advertiser and the publisher. ### Supply-Side Platform (SSP) If programmatic media buying is a coin, DSP is one side and supply-side platform (SSP) is the other. When it comes to DSP vs. SSP, DSP is the platform advertisers use to buy programmatic ad inventory and SSP is the platform publishers use to sell ad inventory. Just as DSPs help advertisers save time and optimize their campaigns, SSPs help publishers instantaneously find the right ad partners and make the best placements for their revenue goals and audiences. This way, publishers know they’re serving their sites the most relevant and lucrative ads. ### Data Management Platform (DMP) A data management platform (DMP) is software that advertisers use to collect, monitor, and manage customer data from across platforms. For example, a DMP might pull data from websites, apps, social channels, customer support centers, and email. The platform will then use that data to identify targeting options and parameters for programmatic ads. As to the question of DMP vs. DSP, each platform fills a unique role in the programmatic buying process. The DMP holds and activates the data, and the DSP then uses that data to buy the most relevant, targeted placements. Together, the DMP and DSP work in sync as part of the overall programmatic advertising ecosystem. ### Ad Exchange Speaking of that ecosystem, here’s another one of its important components: The ad exchange. This platform is what connects the DSP and SSP, forming the heart of the programmatic process and where the actual buying and selling takes place. The ad exchange is where everything comes together — the publisher’s criteria, the advertiser’s bidding parameters, and the customer data to ensure that the right campaigns are selected to run in real time. So, how does DSP vs. ad exchange stack up? The DSP feeds the advertiser’s customer data, targeting preferences, and bids to the ad exchange, where they’ll be matched with the publisher’s data, which is fed through the SSP. ## Advantages of using a DSP Lately, many DSP platforms have been shifting toward upper-funnel campaigns through Connected TV (CTV) channels. This can be effective for brand awareness, but it’s not helpful if you want to be able to measure results at scale. That’s not to say DSPs are no longer relevant. Here’s a closer look at the pros and cons, including some performance marketing solutions in areas where DSPs lag. ### Massive Reach DSPs make it possible for advertisers to generate millions of ad placements across multiple channels, including display, video, mobile, social media, native, and CTV. This gives advertisers broad upper-funnel exposure, which not all performance marketing platforms can offer at the same scale. This massive reach is ideal for advertisers prioritizing brand awareness over conversions. ### Ad-Buying Across Multiple Exchanges If you’re running ad campaigns for a large retailer or e-commerce brand, you’ll likely appreciate the ability to leverage programmatic buying and real-time bidding (RTB) to bid on ad impressions. DSP campaigns can be based on audience behavior, location, and device type (mobile, desktop, etc.). DSPs can deliver this across multiple exchanges. ### Optimized For CTV Ads  Demand-side platforms (DSP) are ideal for Connected TV ad campaigns because they enable advertisers to access ad space on many CTV platforms using a single interface. For example, the Trade Desk is a popular DSP that supports CTV campaigns. This and other DSP platforms also offer tools for Connected TV, so you can target specific audiences based on viewing behavior, demographics, and interests. ## Disadvantages of Using a DSP While demand-side platforms remain helpful, the trend toward CTV campaigns doesn’t work for many advertisers. If you need measurable outcomes rather than top-of-funnel brand awareness, you’re likely better off with a performance marketing solution. With that in mind, here are some other drawbacks of DSPs. ### Limited Transparency in Ad Placement Advertisers who use DSPs don’t always know where their ads are appearing. This can lead to lower-quality placements or ads appearing on dubious websites. Performance marketing platforms can eliminate this problem by working with premium publishers to ensure your ads receive high-quality placements. ### Vulnerable to Bot Traffic DSPs can be vulnerable to bot traffic driving invalid impressions because they utilize so many ad exchanges. This can lead to wasted ad spend. With performance marketing, you only pay when a user completes a desired action that produces real results. For example, clicking on an ad, making a purchase, subscribing to a newsletter, etc. ### Lack of Engagement A DSP campaign that only focuses on impressions can lead to money being spent on ads that users don’t actually see (just because an ad is delivered doesn’t mean people are watching it!) By leveraging AI-driven targeting, performance marketers can optimize your ad placements, improving viewability and engagement. ### Too Reliant on Third-Party Data In recent years, governments and regulatory bodies worldwide have moved toward more stringent privacy laws. Examples include Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). This increased regulation has led to a decline in third-party cookies, making it more difficult for DSPs to track users across different websites, which traditionally helped them reach their target audiences. While DSPs have normally relied on third-party data, performance marketers work with publishers who can deliver first-party data. This means they can provide personalized ads to the right audience without relying on tracking methods that are no longer effective. ## What To Look For In A DSP Platform With a variety of DSPs available, it’s important for advertisers to understand their options and consider the differences between each offering. Examples of popular DSPs include AdRoll, MediaMath, Google’s DV360, and The Trade Desk. Here are some of the attributes to take into account when choosing the best platform for your business: ### Ad Formats and Inventory Does the DSP allow you to buy ads across websites and mobile apps? Does it support standard IAB ad sizes along with video, display, and native ad placements so you can reach audiences with the most engaging content? ### Compatibility With Other Platforms Can the DSP integrate with your DMP so you don’t have to transfer all of your data to another platform and rework your analytics processes? Does it have integrations with any other third-party services to help you maximize your campaign distribution, performance, and tracking capabilities? ### Brand Safety Does the DSP have features in place to help ensure your brand safety, such as including block and allow lists? Does the DSP have a screening or qualification process for publishers and ad placements, ensuring that your ads are only shown on high-quality, pre-approved digital properties? ### Pricing What is the DSP’s cost structure? Will you pay monthly, quarterly, or yearly? Does it include standard charges such as cost per install, per click, or per view? Are there any hidden fees that could potentially eat into your budget and affect your ROI? ## Key Takeaways Programmatic advertising through DSPs continues to deliver value in terms of scalability, especially for top-of-funnel campaigns like Connected TV ads, which are great for brand awareness. Unfortunately, they lack the ability to track critical bottom-funnel metrics like conversions, signups, and leads. If you need to maximize ROI, you may be better off with a performance marketing strategy — since it focuses on more measurable outcomes that produce revenue, it can be more cost-effective than a programmatic DSP. Ideally, advertisers will take a balanced approach and leverage both strategies to achieve the best possible results. --- ### How to Create A High Converting Mobile Landing Page (With Best Examples) URL: https://www.taboola.com/marketing-hub/how-to-create-high-converting-mobile-landing-pages/ Last Modified: 2025-04-20 06:19:22 These days, mobile marketing landing pages are a must for any business. Mobile search bypassed desktop search in importance some time ago. Plus, mobile is now a key channel, not just for research, but for purchasing. The conversion rates for mobile lead generation landing pages often lag behind those for desktop landing pages, however. This means it's essential to think smart when considering how to create a mobile landing page. In this guide, we share some mobile landing page examples and best practices to help you in this endeavor. ## What is a Mobile Landing Page? A mobile landing page is a web page created as a destination for mobile-device users. Visitors land on the page after tapping or clicking a link in an ad campaign or mobile marketing campaign. Like other landing pages, the mobile ad landing pages that convert best encourage website visitors to take a single, specific action, expressed in the call-to-action (CTA). The best mobile landing pages are specific to mobile devices, rather than a stripped-down version of a desktop campaign. Creating specific landing pages for mobile-device users is the only way to guarantee a stellar mobile experience. If you don't, then 57% of visitors will fail to recommend your business, and 62% will shop elsewhere if they have a bad experience. ## Best Mobile Landing Page Examples Before we get into how to make a mobile landing page that converts, let these examples of great mobile landing pages inspire you. ### 1. SophosLabs: Keep it Short and Clear To kick off our list of responsive landing page examples, here's one from SophosLabs for a cybersecurity report. Here's what works well: - The headline identifies what visitors will get, and is supported by a subhead - The copy is short and hints at benefits for those getting the report - The CTA is easily visible, with a contrasting color button - There is additional information further down the page for those who need it One improvement would be an additional CTA in the middle of the page (there's one at the end). ### 2. Mouseflow: Standout Social Proof Mouseflow has a mobile ad landing page that really works. Here's what Mouseflow did right: - All the key information fits on a single, compact screen - The initial copy is super short, and addresses key concerns for its visitors - The page includes social proof – the number of customers - The CTA offers a freebie, and is on a contrasting color button - There's a video for those who need more information. Since video is popular with mobile users, this is a smart move The rest of the landing page presents additional information. It is long, but most mobile users can get what they need up front, so the page works well. ### 3. Taboola: Form First Here's another good example of a mobile landing page. It's for Taboola's Fashion & Beauty Benchmark report. Some of the best features of this landing page are: - The CTA is immediately visible on the first screen, and appears multiple times on the page - Mobile visitors can sign up immediately, as the form is the first thing they see - The copy is short, to the point, and easy to browse ### 4. Apple TV+: On-Brand and Simple This Apple landing page was promoted on Twitter. Here's what I liked about it: - The simple black and white color scheme is on-brand and makes the copy stand out - The offer is clear and the CTA is visible on the first screen, though it is a text link - When visitors swipe down, the service's flagship TV shows appear, along with CTA buttons and repeated offers The only thing I'd change would be to have a tappable button in the first section of the mobile responsive landing page. ### 5. ContentTech: Be Straightforward With Benefits This mobile landing page is for a content marketing conference. It was in the advertiser's Twitter feed. Here's what works: - The benefit of the conference is clear - There's an immediate CTA to register - When you scroll down you get more information, plus another CTA button - There's a countdown at the bottom of the page, making signing up feel more urgent While the landing page is long for mobile users, it's easy to register immediately if that's your goal. Plus, it's useful to have more information for those who need further convincing. ### 6. NeoU: What's in it for a User This mobile landing page was sent via e-mail. Here's what works about it: - It features a striking image that also clearly conveys the purpose of the product - It concisely explains what a user gets by signing up - There's one clear, focused CTA that draws the user's attention This landing page packs a beautiful design and comprehensive details into a mobile-friendly page. ### 7. FabFitFun: Pricing up Front This mobile landing page was also sent via e-mail. Here's why it works: - It's aesthetically pleasing, with a full-range of products featured to give the user a sense of what a box may contain - It contains clear pricing information, as well as how many boxes per year a user gets by subscribing - Its CTA is enticing because it includes the word "customizing" rather than just "start now" or "sign up". There is also an additional CTA at the top to "join". Although this mobile landing page is busy, it highlights the important details (pricing, delivery frequency, etc.) and showcases products in a thematic way for Spring. ## How to Create a High Converting Mobile Landing Page – Best Practices Ready to create your own landing page for mobile users? Here are some tips to help you produce high converting mobile landing pages. ### 1. Prioritize Page Speed Speed is everything for mobile-device users. If your mobile landing page user interface (UI) is slow and clunky, you'll lose your audience before they can convert. Google's research shows that when page-load time increases from one to three seconds, the chance of visitors bouncing increases 32%. So, one of the best mobile landing page optimization tips is to speed up your site and landing page. A single column, responsive layout, with optimized graphics (not too many) is a good start. Use Google's Test My Site tool to see how fast your page loads and get recommendations for improvement. ### 2. Make the CTA Clear As you've seen, mobile-device users don't hang around waiting for information. The best converting mobile landing pages have a clear and visible CTA. Make sure it contrasts with the page background, and has large, easy to tap buttons. And, of course, what visitors see after tapping the CTA should also load quickly. One more tip: consider having your CTA floating or sticky, so it stays visible even if people scroll. ### 3. Shorten Your Copy With the short mobile attention span, it's wise to get to the point. Take the copy you've used for your desktop campaigns and make it even shorter. You'll need: - Shorter headlines, because fewer characters show on the screen - Really short paragraphs, to avoid having an off putting wall of text - Bullet points, but with shorter copy than on the desktop In addition, ensure that the most important content shows above the fold, right at the top of your mobile landing page. ### 4. Add a Click-to-Call Button Although smartphones are mini-computers, they're still phones. Adding a click-to-call button is a smart move, especially if you have a complex product, service or offer. Interested mobile users can contact you immediately, making it more likely they'll convert. ### 5. Streamline Your Lead Capture Forms Whether you're simply using a mobile landing page, or the page includes a pop-up form, you must capture leads for future marketing. Avoid trying to collect your visitors' whole life story the first time they interact with you. Instead, keep your forms simple (first name and email will do), and get more information as their interactions with you increase. Making another offer further down the line, for example, gives you the chance to collect more information. While these mobile landing page best practices work for many, don't forget to test them with your own audience, to see what works best for your business. ## Conclusion As you've seen from the mobile landing page examples shared here, there are multiple ways to create a high-converting mobile landing page. Remember to keep copy short, and to include a CTA button. If you're using a sign-up form, make sure your mobile visitors can sign up right away, and consider reducing the number of form fields. And, as with other landing pages, ensure that even short copy addresses what's in it for your mobile visitors. Now you're all set to create a mobile landing page that generates leads and sales. Learn more about how to drive traffic to your mobile landing pages with Taboola. --- ### Programmatic Native Advertising: Make Your Native Ads More Effective URL: https://www.taboola.com/marketing-hub/what-is-programmatic-native-advertising/ Last Modified: 2025-10-26 17:35:06 We wrestle with a lot of technical jargon in digital marketing. Case in point: the term “programmatic native advertising." In the immense world of online advertising, the phrase enters the fray daily. In an effort to be informative as well as objective, I thought I'd look to those that write about advertising and industry insiders to bring you a helpful Q&A. ## What is programmatic native advertising? Programmatic native advertising is a technique designed to incorporate the marketers' messages and assets in a publisher's feed. (Source: Aarki) What's becoming increasingly popular is having a powerful combination of programmatic and native which enables advertisers to promote advertisements that gel well with surrounding content, at scale. ~ Vandita Grover (Source: MarTech Advisor) ## How are native ads purchased? Brands or agencies use a demand side platform (DSP) to decide which impressions to buy and how much to pay for them. Publishers use a supply side platform (SSP) to sell ad space to brands. These two platforms are then matched up in real time through native advertising networks (or platforms). One aspect of programmatic advertising is guaranteed impressions. A price is pre-agreed by the buyer and seller before the impressions go live on the website. When the brand needs to amplify the message, or reach a different audience beyond the continuous campaign, marketers can bid for real-time impressions. (Source: Marketing Week) ## How does programmatic native advertising benefit advertisers? Programmatic buying allows advertisers to make native ads even more relevant. By leveraging machine learning and contextual signals, programmatic native ads can be tailored to both the user and the placement at scale, resulting in better performance for advertisers. (Source: Aarki) Before programmatic ad buying, digital ads were bought and sold by human ad buyers and salespeople, who can be expensive and unreliable. Programmatic advertising technology promises to make the ad buying system more efficient, and therefore cheaper, by removing humans from the process wherever possible. (Source: Digiday) Users are responding positively to native ads. Users are more than 2X as likely to click on a native ad as a traditional banner. (Source: DoubleClick) “In comparison to display prospecting, case studies from our agency's clients have shown me that native ads truly shine when it comes to driving traffic and boosting brand engagement in the long term." ~ Grace Kaye, Brainlabs (Source: Marketing Land) ## Is native advertising a good fit for mobile? “The adaptability of native ads means that they perform particularly well on mobile. Knowing that mobile use is constantly growing and rapidly outpacing desktop, this should be a good incentive to focus more on programmatic in the long run."~ Grace Kaye, Brainlabs (Source: Marketing Land) According to a prediction made by BI Intelligence, native ads will account for 63% of mobile ad revenue by 2020, up from 53% in 2016. (Source: Aarki) ## Is program native advertising wiping out banner advertising? In the programmatic ad-buying world, native ads are becoming a much larger part of the volume being traded on various ad exchanges. Taking a look at native ads vs. display ads, so far, programmatic native ads remain a tiny slice of the overall advertising market, while widely derided banner ads continue to reign supreme. (Source: The Wall Street Journal) While it remains a small slice of the massive digital ad market, native programmatic appears to have momentum. For example, the ad tech company The Trade Desk said that the revenue it derived from native ads grew by 1,000% in 2016 as display advertising shrunk. (Source: The Wall Street Journal) “What makes native programmatic advertising such a win for advertisers is that it connects to the consumer in an innovative way (because it's relevant advertising to them), and also allows for marketers and advertisers to place advertisements that seem intuitive to consumers." ~ Ashley Yenick, Advertising Week (Source: HuffPost) ## Is programmatic native advertising more effective than banner advertising? Yes. Native ads that are programmatically bought and placed offer brands the ability to capitalize on increased relevance and personalization. By leveraging machine learning and contextual signals, programmatic native ads are tailored to the user resulting in better performance for advertisers. Advertisers should implement best practices to build successful, engaging native ads. When comparing the two ad types, the following numbers are hard to deny: - Consumers look at native ads 52% more frequently than banner ads (Source: Sharethrough) - Native advertising generates 85-93% more clicks than banner ads. - Purchase intent is 53% higher for native ads. Let's continue comparing the ad types on some other pertinent fronts. - Efficiency—Programmatically placing native relies on AI and real-time bidding to make the process automatic and more effective for reaching targeted demographics. CPMs can be adjusted in real time and scaling programs is easy. - Flexibility— Banner ads are bought in fixed configurations, so their placement can be inflexible and a bad fit for mobile. Mobile native ads offer the flexibility needed to modify the appearance and positioning of an ad. - Consumer experience—For both consumer experience and engagement, programmatic native ads win easily over banners. It's well understood “banner blindness" now plagues display ads, while native ads are likely to arouse interest because they are generally related to the content the user likes. - Reach—Programmatic native ads connect to informative content, which increases the chance of the content being shared. ## What challenges lie ahead for programmatic native advertising? In a blog post from Native Advertising Institute, Todd Krizelman, CEO of MediaRadar, was asked, “Which factors lie behind the surge in programmatic native?" “The major driver is consistent, good performance," he began. Todd continued by saying, “Programmatic native is mostly evaluated on the same KPIs as display advertising. In a contest against leaderboards and many other standard IAB ad display units, programmatic native scores well with high click-rates. And because this is programmatic, it can scale." He was also asked about the challenges ahead… “Measuring performance of programmatic native is still evolving. Although some have great systems in place, there is no definitive, standard set of metrics. This is a challenge for some sellers, and buyers." Vandita Grover, at MarTech Advisor, offered interesting insights about a few more challenges… “Display ads have been around since the word 'go' in digital advertising. While there isn't a high technical know-how required to run display ads, a higher investment in technology is needed for programmatic native ads.Advertisers need to produce creative native ads and this can prove to be challenging." Finally, she added not every publisher's website is ready to accommodate programmatic native ads. I propose it's time for publishers, agencies, brands and everyone across the digital advertising ecosystem to get ready. Though it has a technical-sounding name and takes a mouthful of words to accurately define, I submit the benefits of programmatic native advertising can be explained in just a few: It works for how we interact with information now. ## Creative Best Practices for Native Programmatic Advertising Here are our best practices for each of these areas, so you can build the most successful, engaging native ads possible: Creative is integral to programmatic advertising. No amount of nuanced audience targeting, optimization, or testing will make bad creative better. That's why it's so important for creative to reflect your brand and be high-impact, engaging, compelling, and tailored to your audiences. Advertisers can use these best practices to make it happen: ### Consider How Your Creative Elements Work Together Native ads are unique in that their elements can be combined in different ways every time they appear, and you have no control over that. Sometimes your description line will be cut, or your logo might not be shown. Ask yourself: Are the ads still engaging even when the minimum number of elements are shown? You can use the Taboola Native Ads preview tool to help. ### Set Up a Testing Plan Programmatic advertising offers many chances to test different creatives against each other. We recommend running 5-8 creatives variations at all times, though a few more couldn't hurt. For example, you might test: - Image background colors - Text or no text in thumbnails - Different ad copy Your DSP of choice will allow you to optimize these creatives for different audiences so you can constantly improve your ad performance. Taboola Trends also provides real-time data about which creative ad elements drive the most clicks, and features a useful headline analyzer for testing different title variants. ### Build Relevant Landing Pages Once people click on your ad, it's important that the landing page they're taken to is obviously related to the creative they've just seen and engaged with. If your ad CTA says “Learn More," for instance, your landing page should clearly provide that additional information that audiences are seeking. Otherwise, you risk confusing and frustrating your potential customers. You might have already spent time honing these landing pages for similar campaigns on YouTube or other social platforms. To get started quickly, you can repurpose assets from those channels for your native ad landing pages. ## Audience Targeting Best Practices As a programmatic channel, native advertising offers many targeting options for reaching the right audiences. Just keep these best practices in mind: - Make the most of your first-party data. As third-party cookies are set to meet their demise in 2022 or 2023, audience targeting as advertisers know it is going to become less precise. Start gathering first-party insights from audiences on owned channels that you can then use for retargeting in future campaigns. - Build Lookalike Audiences. You can also use your own CRM data to build audience segments of people who behave like your most loyal customers, increasing your chances of driving engagement and revenue. - Try Contextual Targeting. Show native ads next to the content your audiences are already reading. Contextual Targeting uses machine learning to scan websites and analyze audience behavior in real time so you can always reach the most interested readers. - Use third-party targeting to fill in the gaps. You can still use third-party audience targeting to augment your first-party data and reach customers based on specific demographics and characteristics. To reduce loss in scale due to cookie data mismatches, we recommend advertisers to keep targeting to a minimum (either apply contextual and audience targeting, brand safety targeting, exclude keywords, apply inclusion or exclusion lists on Taboola's end, or apply on DSP, not on both). ## Optimization Best Practices Native ad optimization can be overwhelming because there are so many ad elements, metrics, and strategies to monitor and adjust. To help keep it simple, we recommend focusing on these two questions: - Which metric are you trying to improve? Is it impressions, clicks, leads, purchases, or something else entirely? You don't want to optimize for cost-per-acquisition (CPA) if your goal is to increase reach, for example. - Which changes will have the most impact? Will it be tweaking your images, A/B testing headline copy, refining audience targeting, or sharpening those landing pages? We also suggest using the cadence of optimizations below, so you can schedule time to work on each element of your native programmatic ad campaigns: - Daily Pacing - Budgets - Weekly Bids - Sites, devices, environments - Creative - Monthly Audience targeting - Categories & keywords - Everything else ## Native Programmatic Ads in Action Now let's look at real-world examples of how advertisers used these best practices to drive success with native advertising on the open web. ### Branding & Consideration: Banco Sabadell Banco Sabadell, one of Spain's largest banking groups, wanted to reach more customers who were likely to be interested in their mortgage product and drive high-quality traffic to their website. The company worked with Taboola to launch programmatic native ads on news, entertainment, weather, and niche websites where their target audiences were already active. Specifically, they used DV360 to bid on native ad placements in real time and consolidate media buys across channels. They also used their CRM data to suppress current customers and ensure they were only reaching new prospects. As a result, Banco Sabadell's campaign drove a 30% higher clickthrough rate (CTR) than other channels and increased conversions by 17% in just two months. ### Acquisition: Major US Mobile Carrier A major US mobile carrier was eager to educate consumers about its new coverage offerings and drive clicks to its website. The company launched Taboola's native in-feed and homepage ad placements to reach readers at they were looking for new content to consume. The result? The campaign outperformed those of other native display formats and achieved a 100% viewability rate. Ready to launch your own programmatic native ad campaigns? As the world's largest content discovery platform, Taboola can help. ## Related Questions ### What is programmatic display advertising? Programmatic display advertising is buying digital advertising space automatically, with computers using data to decide which ads to buy and how much to pay for them. ~ Kenneth Kulbok, LinkedIn Programmatic (Source: Marketing Week) “Programmatic adds more power to native ads by leveraging machine learning and contextual signals to customize them according to user preferences and placing them at appropriate places." ~ Vandita Grover (Source: MarTech Advisor) ### What is contextual advertising? Contextual ads target users based on specific keywords on the page he or she is viewing at the time, therefore the context of the ad links up with the content of the page. It's an opportunity to be authentic, to deliver messages in the moment and to try to get into your viewers' heads. (Source: Matchcraft) --- ### How Publishers Sell Ad Space: 4 Proven Strategies URL: https://www.taboola.com/marketing-hub/selling-ad-space-on-a-website/ Last Modified: 2026-06-22 08:42:35 Ready to begin selling ad space on your website, but not sure how to get started? This guide answers all your questions. Many publishers struggle with how to monetize their websites and generate revenue from their blogs. Even when they're creating high-quality content and driving traffic, they're still left wondering: 'How much do websites make from ads?' and 'How can I prepare my ad space for sale?' In this guide, we outline the requirements for selling ad space, and look at the top four ways publishers can sell advertising space on their websites. ## What Is Ad Space? Ad space is an area on a web page where an advertisement can be placed. Ad space is commonly present at the top and bottom of websites, as well as in the sidebars and sometimes in the middle of articles. The ads in these spaces take different forms, such as display ads, banner ads, video ads, text ads, and native ads. Publishers will set aside ad space on their websites to help drive revenue from their visitors. ## What Does it Mean to Sell Advertising Space? Selling ad space involves designating blank or available sections of your website for ad hosting. These ads sell programmatically, through bidding processes, or directly to advertisers. They take many forms, such as banner ads, sponsored content, and videos. ## Selling Ad Space Requirements There are certain requirements online publishers should meet before they start selling space to advertisers: ### Traffic Publishers should have a sizable audience of visitors to be attractive to advertisers. The more page views you have, the more eyes advertisers get on their content. There is no overall traffic requirement for selling ad space on your website, but certain affiliate networks or ad platforms may have specific thresholds. ### Quality Content Your website must host original, high-quality content that keeps readers on the page and coming back for more. If you run a niche blog in your industry, for example, you might share expert knowledge, thought leadership, exclusive interviews, and unique personal experiences. Take Ashleigh, founder of Sewrella.com, a niche blog for people who knit and crochet. She offers unique designs and a free crochet pattern series to build her audience of readers and subscribers. According to Ashleigh's latest income report, she earned over $7,800 from selling ads on her website. ### Design and Functionality A publisher's website must be intuitive and easy to use, with a visible navigation bar and clear indicators of how to move between pages and access information. Art and design blog, We and the Color, includes transparent navigational cues at the top, side, and bottom of its homepage, inviting visitors to explore new content that meets their interests. Google AdSense also recommends including features that boost engagement, such as comments sections and eye-catching visuals. ### Audience A loyal audience is more valuable than a spike in traffic. Why? Because a loyal audience consistently engages with your content, while a one-off boost in numbers is fleeting. Demonstrate that you have a dependable audience of readers who trust your content and recommendations and advertisers will be willing to buy space on your site. ## 4 Effective Strategies to Sell Ad Space Online on Your Website Publishers have a range of options for selling ad space on their websites. After all, websites are dynamic digital properties that evolve to help drive revenue and deliver personalized experiences to readers. Consider these four popular monetization strategies to start earning passive income from your growing audience. ### 1. Ad Networks Ad networks are useful for publishers seeking guidance and regulation for their ad space selling. Ad networks connect publishers and advertisers through a singular, managed platform. They are a convenient solution for website monetization and provide consistent, supervised ad content to publishers. Capital One placed this ad on the Forbes homepage, for example, through an ad network: Ad networks charge advertisers by cost per thousand impressions (CPM), cost per click (CPC), or cost per acquisition (CPA), and they commonly take a cut of each ad sale. Ad networks connect the right advertisers with the right publishers, based on qualifications such as content type, audience size, and budget. They may also screen participants and divide them into premium or top-tier categories for more accurate pricing and brand-safe placements. So as not to lose a portion of their revenue to a third-party ad network, publishers that have the time and resources can create their own ad networks. This involves setting up their own ad server and domain. They then have to recruit and screen advertisers, and monitor campaign performance. ### 2. Performance Marketing If you want to maximize ad revenue while improving your website’s user experience, you’ll want to focus on performance marketing. Unlike traditional ads, which prioritize broad visibility, performance-driven ads are optimized for engagement, which is measured through meaningful actions such as clicks, sign-ups, or sales. As a publisher, you benefit from increased revenue and a better experience for your website visitors. But, to get the most from performance marketing, you’ll want to use programmatic display and programmatic native ads while leveraging AI-driven personalization. If your ad network supports this, it can supercharge your results by tailoring ads to each visitor’s interests. Programmatic display ads that use AI to engage in real-time ad placement bidding ensure that your target audience is served the ads in the relevant places. It bases its decisions on user intent, rather than just user demographics — that is, it looks at how customers have previously behaved online and predicts what they will do next, rather than only working from more general data such as age, location, etc. This makes it more likely for the ads to successfully lead to conversions. Native ads, meanwhile, blend seamlessly into your website’s content, making them feel like a natural part of the user experience. Ultimately, performance marketing is a win-win for publishers, boosting traffic, increasing time on site, and improving revenue. You’re not just bombarding visitors with ads — you’re adding value to their experience, making them more likely to return. ### 3. Selling Ad Space Directly Publishers that are still growing or don't want to use an ad network can sell ad space on their website directly to brands. To sell directly to advertisers, publishers must find brands in their industry who are willing to work with them. They can research similar blogs in their field to see which companies are buying website ads. They can also conduct cold calls and email campaigns to introduce themselves and make an offer. Publishers can also drive advertisers to their websites by featuring certain products in organic posts, linking to the brand's own website, and connecting with brand representatives on LinkedIn. Publishers increase their chances of success by offering advertisers a media kit. This should include site analytics, such as page views and bounce rates; audience personas; social reach; rate cards for different ad types; and, even sample ads, so brands can see how their content will fit into your site. Take this page from Fast Company's digital media kit for inspiration: ### 4. Affiliate Marketing With affiliate marketing, publishers advertise products on their websites in exchange for a commission. This is a common advertising strategy for influencers and bloggers. For example, TechStyle Fashion Group, owner of fashion blogs and retail brands JustFab and Fabletics, runs its own affiliate network, offering publishers $2+ on each new lead generated: Publishers can market as affiliates through a range of ad formats, such as sponsored blog posts, videos, and display ads. The ad is generally accompanied by a link and perhaps a promo code, inviting readers to click through to the brand's product. If they end up engaging with the ad or buying the product, the publisher receives a percentage of the sale. ## Conclusion Publishers have a valuable opportunity to generate revenue and earn passive income from their audiences by selling ads on their websites. They can do this by signing up for ad networks, selling ads directly to brands, becoming affiliate marketers, and setting up native advertising partnerships. Whichever strategies you choose, be sure to deliver high-quality content, functional design, and impressive audience engagement. Give advertisers no choice but to join your team and start buying ad space. --- ### Lead Generation Landing Pages: High-Converting Examples and Tips URL: https://www.taboola.com/marketing-hub/lead-generation-landing-pages-that-work/ Last Modified: 2025-05-14 12:57:46 Adding lead generation strategies to your marketing toolbox is one of the best ways to get potential customers into your funnel. A lead generation page can help you capture visitor information, allowing you to turn them into leads and convert those leads to sales. Here’s what you need to know about creating a high-converting lead generation landing page, along with examples. ## What is a Lead Generation Landing Page? Lead generation involves attracting the attention of prospects — also known as leads — interested in using your products or services. Rather than directing a visitor to the main page of your website, someone clicking on an ad or result is sent to the landing page. The goal is to convert that interest into action, to encourage those prospects to engage with you, and to eventually become customers. One of the best ways to do this is with a lead generation landing page. A lead generation landing page is specifically aimed at capturing information and is usually associated with a specific marketing campaign. It’s created to get visitors into a funnel, usually by offering a special deal or a valuable freebie. Once you provide the resource and you have the visitor information, you can send emails and offers, and hopefully turn the lead into a paying customer. Some types of lead generation landing pages include: - Webinar registration. - Free trial. - Newsletter signup. - Resource, report or free mini-course. - Free consultation. ## Key Elements of an Effective Lead Generation Landing Page When creating an effective lead generation landing page, you need the right components. - A clear value proposition: Visitors won’t enter their information if you don’t provide them with clear, substantial value. Your value proposition should be front and center with a compelling headline that tells the visitor exactly what they’ll get. For example, a former lead generation page from Kit tells you that you’ll get 1,000 email subscribers in six months. - Benefits: Make sure that visitors know that they will get specific and lasting benefits by providing their information. If you’re offering a report, emphasize how the insights you provide will result in desirable outcomes. For a free consultation, highlight the positive change a prospect can enact after spending half an hour with you. - A hero image: Use a strong visual that catches attention and conveys the benefits or solutions you offer. Try to avoid generic images and instead choose something engaging. - A lead capture form: Don’t forget to include a form that collects relevant information. Try to keep it relatively short, though. Focus on name and email address. Once you have that information you can send them offers and discounts and collect other information later. - Calls to action: Your call to action should be clear and very visible. A prominent button can be a good choice. Consider using compelling language in a short form. For example, you might say, “Snag Your Spot” for a webinar signup or, “Download Your Free Budget Template.” - Focus on desired action: A lead generation landing page should have limited navigation. It should encourage users to take the desired action, rather than clicking around to a bunch of different pages. Additionally, it should be designed to load quickly so that visitors can immediately see the proposition. ## Lead Generation Landing Page Examples ### Unbounce and Active Campaign This campaign promotes a joint webinar between lead generation landing page builder Unbounce and Active Campaign. What works: - The benefits to visitors are right at the top of the page in a large, highly visible headline. - You can see most of the offer details without scrolling, so there’s no risk of losing your audience. - The lead form for this landing page is right at the top, and it collects only the basic information needed, making it more likely that visitors will complete it. - There’s a useful short list of what participants will learn. What to improve: - While the brand names may be enough of a draw, knowing the people running the webinar would be useful. Some presenter photos would make it more appealing. ### Kit Kit (formerly ConvertKit) created this lead generation landing page promoting a free email course. What works: - The headline is big and bold, and includes the benefit of getting more subscribers. - The copy is short and focused. - The CTA button tells people exactly what they get when they sign up, encouraging action. - The email form is short, so it’s more likely visitors will fill it in. What to improve: - There’s not much to criticize with this Kit landing page, but perhaps some of the information on course content from below the fold could be included on the main part of the page. ### 3. Taboola Taboola created a landing page promoting its food benchmark report. What works: - The big hero section is eye-catching. - The image is cleverly positioned to bracket the sign-up form and draw attention to it. - The CTA tells you what you get. - There’s social proof about the data Taboola uses when you scroll down the page. What to improve: - Though the CTA text is on point, the button could stand out more against the background. ### 4. Social Media Today Social Media Today offers a simple landing page that aims to get more newsletter signups. What works: - It’s clear what action it wants readers to take, as the headline mirrors the call to action. - The large image catches the eye and gives an immediate snapshot of what subscribers will get. - The bullet point list quickly highlights what’s covered in the newsletter. - The sign-up form has a single line for email, making it more likely people will fill it in. - For those who need more info, there are more benefits and a testimonial further down the page. What to improve: - It doesn't work as social proof if you don’t know who’s given the testimonial. - It would be useful to collect the person’s name for immediate personalization of emails. ### 5. Mozilla Mozilla, the maker of the Firefox browser, had a simple donations landing page. What works: - The image shows Mozilla staff at work with various people — almost every potential donor can see themselves reflected there. - The message is clear and to the point. - There’s a huge donation box, allowing people to choose their preferred option. What to improve: - The image could be bigger and clearer. - There’s no supplementary information for those who need more convincing. ### 6. Ramit Sethi Marketer and influencer Ramit Sethi created a lead generation landing page on his site to get people to buy his book. What works: - The big box shows social proof in terms of copies sold and bestseller status. - The large cover image shows visitors what they’re getting. - The video makes the page more interactive and engaging. - Other page copy addresses the reader directly. - The free first chapter is appealing, as is the whole page visually. ## How to Optimize Your Landing Pages for Higher Conversions If you want better conversions, you need to optimize your lead generation landing pages. Here are a few tips for creating a landing page that’s optimized to improve your conversion rate: - Put vital information above the fold: The “fold” is the portion of your landing page that visitors can see without scrolling. Put a compelling headline, visual, form, and call to action above the fold. Other information about benefits, selling points and social proof can be added below the fold to convince visitors to take action if they’re on the fence. But for those who are ready to go, having everything above the fold makes it easy to sign up. - Use A/B testing: A lead generation page can provide a lot of useful data. Create different versions of your page, with one element changed. Test to see which offers better conversions. You can tweak as you go to get the best results overall. - Focus on your target audience: Know your audience and make sure your page content addresses them and their needs directly. Your lead generation landing page should also fulfill the promise it makes quickly. ## Common Mistakes to Avoid When Creating a Lead Generation Landing Page Even if you’re doing a lot of the right things with your lead generation landing page, there are some mistakes that can hold you back. - Trying to make your offer too broadly appealing: Not every product or service is for everyone. Don’t try to appeal to everyone. Instead, identify a target audience most likely to benefit and target that audience. They are more likely to convert since you are addressing their needs specifically. - Failure to understand consent: Various regulations in the United States and Europe govern who can be added to lists and how you market to website visitors. Be in compliance so you don’t end up in trouble. - Not using automation: Look for tools that can help you automate different parts of the process. Including integrations and automations in your lead generation pages to do less work and get better insights. Streamline the process so you spend less time and energy. - Avoiding paid ads: Depending on your situation and objectives, paid ads can actually be a big help. Don’t assume paid ads are a waste of money. A well-crafted ad can send the right people to your lead generation landing page, increasing your effectiveness. ## Key Takeaways When creating lead generation landing pages, highlight benefits and not just features. Speak directly to readers’ pain points. Do your best to keep it clean and easy to take action above the fold while adding more information and sales copy below the fold. ## Frequently Asked Questions (FAQs) ### How to optimize a landing page for lead generation? An optimized landing page should include elements such as compelling copy, engaging visuals and a form that’s easy to fill out. It should also include SEO best practices and load quickly so visitors can enter your funnel with a minimum of friction. ### How do I create a lead generation page? Create a lead generation page by setting up a separate page on your website. It should be connected to a specific marketing campaign or advertising push. There should only be one purpose for the page. --- ### Food Benchmark Report: Data, Trends, and Insights for Your Next Campaign URL: https://www.taboola.com/marketing-hub/food-benchmark-report-data-trends-and-insights-for-your-next-campaign/ Last Modified: 2025-06-09 11:47:51 In the food industry, consumer tastes and preferences are always shifting. The brands who become and remain successful are the ones who show consumers that they’re on the same page. Not only is food spending not slowing down, but it’s also changing. Women no longer reign supreme as primary household food shoppers, and millennials are making a name for themselves as food consumers, too. Today’s entrée is our Food Benchmark Report, where you’ll find trends and insights backed by data to help you achieve global content discovery success. We show you how to cut through the competition by highlighting the best opportunities––areas with low supply and high demand––for food marketers to feast upon. We define supply by percentage of spend on a type of content across the Taboola network and demand as click-through-rate (CTR). Now, let’s dig in for an appetizer. ## Best Content Types For Food Creatives The best content types––videos, articles, photos––vary by country. Globally, text content continues to be popular despite a high supply. However, the largest opportunity for food marketers can be found in campaigns with video landing pages.  ## Creative Best Practices for Food Marketers In the Food Benchmark Report, you’ll find best practices on how to build successful creatives for video and sponsored content campaigns. Here are some image trends that are proven to increase the success of your food marketing creatives. Outdoor images, for example, are shown to improve lead generation. Download the full report to see photo recommendations on trends like distance vs close-up, person vs. no person, text vs no text and more. Our sponsored content recommendations also highlight the most popular keywords to include in your headlines to increase clicks. Here are some examples of high performing headlines based on the keywords: - Not so Fast! Do you Wash Your Produce Long Enough? - Seven Ideas for a Week of Delicious Breakfasts - Here’s What Happens When you Add Superfoods to Your Diet ## Time of Year Opportunities Certain times of year bring big opportunities for food marketers. Here's when we recommend increasing your content discovery budget: ## Competitive KPIs in Food Marketing Finally, we did a deep dive into all of the food campaigns across our network and pulled out the KPIs we saw being targeted most frequently: ## More in the Main Course Download the full Food Benchmark Report for insights on: - Optimizing audience targeting - Device targeting recommendations (for desktop, mobile and tablet) - Site Targeting - Insights on the time of day and day of the week with the best opportunity. - ...and more. --- ### Mobile Native Advertising: Definitions & Examples URL: https://www.taboola.com/marketing-hub/what-is-mobile-native-advertising/ Last Modified: 2025-05-14 12:57:57 ## What is Mobile Native Advertising? Mobile native advertising is similar to desktop native advertising, in that it’s comprised of sponsored content, social media ads, in-feed ads, and more. The primary difference in mobile native advertising lies within user behavior on these devices. Whereas desktop devices are often used at work or for professional purposes, mobile devices are more often used for personal activities, making them a unique place for native ads to reach users. Similar to their desktop counterparts, mobile native ads are non-intrusive, and viewed three times more often than banner ads. If you're planning to get started with native advertising, you can't ignore mobile native advertising. Just over half of all web views worldwide take place on mobile devices. Mobile devices also account for an ever-increasing share of retail visits and orders. Like native advertising for desktop computers, mobile native ads blend seamlessly into the surrounding content. Native mobile advertising formats mimic the form and function of other mobile content. That solves a couple of major issues for advertisers and marketers. The first is ad blindness. When you use display ads and banner ads, most of the time your audience won't even notice them. Second, people don't want to see intrusive ads. They don't like them, and they don't trust them. The latest native advertising statistics show that, in the US alone, 80% of adults use at least one method for blocking ads. In contrast, native ads deliver clickthrough rates (CTR) up to eight times higher than display ads, as well as increased sales. That's because consumers find them more trustworthy, and more engaging. It's exactly the same with native mobile advertising. There's another benefit, too. Mobile native advertising helps marketers increase brand awareness, because content gets more visibility when it appears on trusted, high-profile sites. So, how can you enjoy these benefits, and what's the best way to promote native ads on mobile devices? The next section looks at some useful mobile native advertising examples to help you get started. ## 8 Mobile Native Advertising Examples As you'll see in other native advertising examples, mobile native ads typically consist of a headline and thumbnail image. They may also include a publisher attribution and a logo related to the platform they're published on. Native ads typically appear in search results, on social media, and on the open web, with publishers chosen from a range of native advertising networks. According to the Mobile Marketing Association (MMA), mobile native ads appear in a variety of formats. ### 1. In-Feed (Social) In-feed social ads appear in social media users' streams, blending in with user-generated content. They usually feature social proof, such as where any of the consumer's friends or followers have liked the content. Here's an example from LinkedIn: People can interact with mobile native ads like other social content, depending on the capabilities of each social platform. They can, for example, like and share native mobile advertising on Facebook, retweet it on Twitter, and pin it on Pinterest. Native video advertising is also widely used as part of in-feed social content. ### 2. In-Feed (Content) In-feed content mobile ads can appear in different forms, such as stories, music, games, and more. They match the site layout, and people interact with them in the same way as other editorial content. These mobile native ads often appear on news sites. In this example from Yahoo! Finance, an ad for the Motley Fool looks identical to the news stories around it. ### 3. In-Feed (Commerce) Native mobile ads for commerce generally appear as promoted products. They're formatted and laid out like other products that appear organically, so they'll include a product description, pricing, and customer reviews. You'll see this type of mobile native advertising on e-commerce sites. Here's an example from Etsy: ### 4. In-Map When a consumer searches a maps' app, such as Google Maps, for a location, in-map ads provide more information on distance, opening hours, key amenities and more. This encourages people to visit and increases foot traffic to particular locations. For example, this Google Maps search for Chinese food in Manhattan shows a mobile native ad for one provider at the top of the results. ### 5. In-Game Mobile native ads that appear in-game usually enhance the gaming experience by letting gamers view ads for rewards. This increases engagement with the game. Goodgame Studios, for example, increased player growth by 300% with Taboola native ads. ### 6. Paid Search Paid search ads appear above and below organic search listings on search engine results pages. Google pioneered this format, which now appears on most search engines. Searchers interact with paid search results in the same way as organic results, so it's easy for them to check out a map or call a location from this type of mobile native ad. ### 7. Recommendation Widgets Recommendation widgets are a key part of content discovery. They allow consumers to see related sponsored content after reading an article or viewing content. Like other mobile native advertising formats, content discovery widgets match the form of the sites they're on, and let users click through, as they would with other site content. SocioPal increased app downloads 30% by using Taboola recommendation widgets. ### 8. Custom The MMA includes a final category of native mobile advertising. This is where brands build custom content, such as apps for Android & iOS, games, or videos, rather than integrating their ads into existing content on other platforms. A good example of this is Charmin's Sit or Squat app, which helps consumers find restrooms near them. Now you know the key types of mobile native ads, and how you can use them to improve brand awareness, lead generation, content engagement, and even foot traffic. Over to you to get started with Taboola performance advertising platform. --- ### The 15 Best Free WordPress Themes for Publishers URL: https://www.taboola.com/marketing-hub/the-15-best-free-wordpress-hemes-for-publishers/ Last Modified: 2026-06-22 08:51:10 With thousands of options to choose from, finding the perfect WordPress template can feel like an exercise in futility, but selecting the right one is essential. Not only is it the face of your site, it also dictates how your content appears and how visitors experience your brand. To simplify the process, here's a list of the best free WordPress templates for small and mid-sized publishers. Free templates are an ideal way to get started, but not all are created equal. Before jumping into the templates themselves, here's a list of features you'll want to include to ensure that your site looks professional and functions at the highest level. Key features of any template: - A responsive design - Regularly released updates - Compatibility with all major browsers - Sufficient support and documentation - Optimization for search engines - Optimization for speed - Translation ready   Now, let's take a look at some vetted themes, all of which are specifically designed for publishers. ## The Best WordPress Themes ### ColorMag The ColorMag theme has an impressive 764 five-star reviews and for good reason. The responsive, polished design lends itself to any topic from news to lifestyle to gaming. It has a heavy emphasis on featured post images and color-coded categories and tags, which makes it visually appealing. You can choose a primary accent color for site links, buttons and menus. And, most elements are implemented through sidebars and widgets, including ad placements, so there's no need to alter the source code. ### NewsCard NewsCard is a clean and professional-looking template built with publishers in mind. Monetizing with ads is easy, thanks to the pre-built ad space that sits just below the navigation bar and the ability to insert ads into posts and sidebars. The free version includes two ready-made layouts, which you can import with one click. Use them 'as is' or customize the theme's colors, fonts and sidebar content for a unique look. ### Hueman Hueman is one of the most customizable free WordPress themes on the market. You can select any color for the header, footer and top navigation bar. The theme includes unlimited widget areas and ten post formats, plus you can design each page differently if you choose. This image-heavy theme also has special toggle sidebars that make browsing on mobile devices effortless. ### MagBook MagBook comes with four demo themes, each offering a distinct design. Use a mix of grid-based content layouts across the homepage to keep your site visually exciting for readers as they scroll. It's also super easy to monetize with the template's built-in ad spaces. ### Poseidon There are a few aspects that set the Poseidon theme apart. Its full-screen image slideshow is eye-catching, allowing you to highlight posts from a category of your choosing. The template is also one of the sleekest, making great use of white space and bold typography. ### HitMag With its homepage layout and four different post layouts, HitMag lets you create a magazine-style website The most interesting design aspect is the template's detailed image slider, which uses engaging thumbnail navigation. Take advantage of the included related posts feature to keep users on your site for longer. ### CoverNews With pre-designed demos for news, sports and fashion-focused publishers, CoverNews makes it as easy as possible for publishers to launch their sites. Add your brand's touch to the site through color category options and up to seven custom widgets. ### Black & White Don't be fooled by this theme's name: Black & White. When readers land on your site, yes, all the images are black and white, but when hovered over they change to full-color. This particular design lends itself to edgier publications with a minimalist approach. ### VMagazine Lite With demo layouts for fashion, technology, gaming and news, the VMagazine Lite theme covers the needs of most publishers. Create an original-looking site with unlimited theme colors and plenty of customization. Plus, it's WooCommerce ready. If you plan to sell any products, this theme has all you need. ### Elegant Magazine If your website content is about architecture and interior design or travel and tourism, you'll appreciate Elegant Magazine's specific demo templates for those industries, plus three more that are applicable to any publisher. Although there are fewer layout options than some other templates, you can use widgets and customization to make the theme your own. ### Madd Magazine If you want plenty of content on your homepage and for it to still look clean and organized, Madd Magazine is your template. The theme keeps colors to a minimum to highlight post images and bold typography. The responsive slider also supports video, which is a nice perk. ### MH Newsdesk Lite The MH Newsdesk Lite theme utilizes flat design for a simplified and uncluttered presentation of your content. The template makes it simple to emphasize breaking news or popular articles and includes some designated spaces for ads. Although the theme isn't packed with extras, it will serve your current needs well, and you can upgrade to the paid version easily when your business is ready. ### Mag Lite Catering to online publishers, the Mag Lite developers created this theme with a one-click demo import that's well-structured out-of-the-box, but also allows for customization. The free version includes the ability to add a background image, mobile menu, sidebar layout options, nine custom widgets and more. With this theme, you'll quickly have a professional site up and running. ### Maggie Lite Maggie Lite offers a template perfectly designed for publishers. The color category backgrounds pop off both the dark and light theme skins. The full-width featured slider will attract site visitors, and you can grab their attention with the included news ticker. The theme is AdSense optimized and includes WooCommerce integration, helping you monetize your site in multiple ways. ### SuperMag As the name suggests, SuperMag is a super theme for any magazine-style site. If you're building an engaged readership, the social media integration and threaded comments features are beneficial as well. ## Taboola: The Must-Have Plugin for Publishers As a publisher, you can easily monetize your site with native advertising through Taboola's WordPress plugin. Using sophisticated algorithms, the Taboola widget recommends personalized content to each site visitor. The content items can be a mix of your content, increasing time on site, as well as external content from advertisers for which you'll earn a share of the advertising revenue. Also check out this article on recommended WordPress plugins for publishers. --- ### Native Advertising Best Practices URL: https://www.taboola.com/marketing-hub/native-advertising-best-practices/ Last Modified: 2025-10-26 17:35:56 Subtlety is the name of the game with native advertising, as it gets your brand noticed without being in your audience’s face. Native ads have come a long way from the early days of sponsored content on news websites and represent big business today. In 2023, total digital ad revenue reached $225 billion, marking a 7.3% year-over-year growth, according to the International Advertising Bureau (IAB). Native advertising accounted for a sizable share of that spend, with 34% of B2B marketers reporting that they use sponsored content and other native ad formats, according to a 2024 report from the Content Marketing Institute. Even though native advertising is everywhere, getting these ads right requires a careful balance between editorial integrity and monetization to achieve your business goals. Let’s dive into some of the best practices for native advertising to ensure your campaigns hit all the right notes in the year ahead. ## Best Practices for Native Advertising To Follow in 2025 ### Choose the Right Publishing Partners To run successful native advertising campaigns, you need to place your native ads within the right platforms. Evaluate potential publishing partners based on track record, technical capabilities, and ongoing communication. “Partnerships really are key,” says Tim Messier, a marketing executive with Mile Marker 1 Advisors. “Marketers shouldn’t assume that they have the existing resources and partnerships in place to execute a successful native campaign. It’s important to look for partners (technology providers, agencies, content providers, etc.) who have the experience, capabilities and willingness to commit — especially when first getting started with native.” ### Set Clear Metrics More than half (58%) of B2B marketers say their content strategy is “moderately effective,” with half of those professionals saying their approach flounders because they don’t have clear goals, according to the same Content Marketing Institute report cited above. This is largely due to a lack of staffing/resources. A further 47% of marketers report that measuring content marketing campaigns posed a notable barrier. To ensure your native advertising lands, you need clear KPIs and metrics to hitch your native ads to. Are you after impressions? Engagement? Or are you trying to get conversions (clickthroughs) to a desired call-to-action or landing page? ### Maintain Content Quality and Brand Alignment The effectiveness of your native advertising efforts hinges on maintaining high content quality that aligns seamlessly with both your brand’s voice and platform publishing standards. In fact, 56% of news executives cited native advertising and sponsored content as crucial revenue streams for 2024, according to the Reuters Institute. To ensure quality isn’t sacrificed at the altar of monetization, successful native ad programs must follow a few key guidelines: - Editorial quality benchmarks. - Brand voice consistency. - Platform-specific content requirements. - Disclaimer and transparency standards. ### Use Data-Driven Audience Targeting The IAB’s 2023 State of Data report revealed that 83% of advertisers are increasing their use of first-party data for targeting and measurement. You should be, too: According to Jennifer Galbraith, president of Alestra Marketing, client research is a critical first step to finding the right audience for your campaign. “You don't go on a first date and ask someone to marry you,” Galbraith points out. “You get to know the client. You understand what their pain points are and their problems. Then, it’s helpful to have a simplistic brand script where you can explain the 20,000-feet-view — this is our story and how we come alongside our customers to help them.” To target the right audience, look at: - Content consumption patterns. - Topic affinity data. - Engagement metrics across different native formats. - Cross-channel behavioral signals. ## Future Trends of Native Advertising What do experts see in their crystal balls for native advertising? Here are some of the top trends and things to watch in 2025 in the native ad space. ### Contextual Targeting Growth The phase-out of third-party cookies will drive what Messier calls “a contextual targeting renaissance” in native advertising. Perhaps that’s why the IAB’s report found that 65% of advertisers are investing more in contextual targeting solutions. But what does that mean, exactly? Instead of relying on user tracking, brands now focus on placing native content within highly relevant editorial environments. This helps boost engagement because of improved content relevance and stronger alignment with user intent. ### More Investment in Video and AI Video has long been king on platforms like YouTube, TikTok, and Instagram. But, it’s also a key component of news websites and podcasts and, increasingly, an emerging trend on LinkedIn. Digital video advertising grew 15% year-over-year in 2023 to $54 billion and was poised to jump by 16% ($62.9 billion) in 2024, the IAB found. Messier expects more brands will experiment with native video ads, including interactive hotspots to make product placements actionable. For example, 56% of marketers indicated that short-form video (defined as being 60 seconds or shorter) was the leading trend to which they invested resources for 2024, according to the HubSpot State of Marketing Report. ### Rise of Interactive Native Experiences Social media and digital video lead engagement metrics within digital advertising, meaning more users tend to interact with ads in those formats. These interactive formats provide marketers with the ability to create an immersive brand or product experience while maintaining the feel of the platform they appear on. Native ad experiences might include shoppable content within a Pinterest post, interactive infographics with clickable data points, or polls and surveys embedded within sponsored content. ## Common Mistakes To Avoid in Native Advertising ### 1. Blurring Editorial Lines Publishers and brands must perform a delicate balancing act between editorial integrity and monetization. About 68% of consumers trust native ads on news sites, versus 55% who trust social media ads, according to Outbrain. “Keep the publishers and their consumers top-of-mind,” Messier says. “Be sensitive to the fact that publishers are going to feel that the lines between editorial and monetization are getting blurred, and that credibility is at risk.” ### 2. Not Devoting Enough Resources To Content Native advertising isn’t a set-it-and-forget-it format — it requires significant resources and ongoing measurement. A successful native advertising program requires dedicated teams for content strategy, editorial quality control, performance tracking and optimization, and publisher relationship management. You also need to ensure you have enough budget for distribution and promotion, as well as the initial content creation. “Don’t assume that your existing partners are adequately equipped to facilitate your native campaigns,” Messier says. “Stay involved, challenge, and ask questions.” ### 3. Neglecting the Mobile Experience U.S. mobile ad spending crossed $200 billion in 2024, representing over half (51.2%) of total media dollars spent, according to eMarketer. Additionally, over half of mobile advertising was projected to be native ads. It’s clear from the numbers that your brand must invest time and resources into creating a solid mobile experience when users engage with your brand via native ads. You risk missing out on a sizable audience if your native ads and content aren’t optimized for mobile users. ### 4. Inconsistent Brand Voice A common issue in native advertising, especially when it’s part of a larger marketing campaign, is a lack of consistent messaging and brand voice, says Galbraith. If you don’t have your brand story nailed down, your native advertising won’t connect with audiences, she adds. “When you're working on an integrated campaign where you have PR and marketing initiatives, make sure that in all those touchpoints, you're consistent and very clear and concise with your messaging, so that you're telling the same story across the board,” Galbraith says, adding that your brand should focus on how they can solve consumers’ problems. ### 5. Inadequate Testing and Optimization Launching a native ad campaign without testing and iterating is like throwing money away. Make sure you have systems in place to test native campaigns and optimize them as you go, including A/B testing headlines and content format, optimizing for user experience across various platforms, and performance tracking against your KPIs. Conduct regular content audits and updates, and ensure that your chosen distribution channels are effective in converting your target audience to engage with your brand and take specific actions. It’s crucial to have a testing framework ready to go before launching native campaigns, so you can consistently test and track performance to do more of what works and less of what doesn’t. ## Key Takeaways Strategic partnerships are critical to drive successful native advertising campaigns. Establish clear metrics and communication with your marketing partners and publishers to ensure your native ad campaign is hitting the mark, and plan your resources accordingly to match the native ad campaign’s complexity, and to achieve your overall business goals. Remember that editorial integrity is key to maintaining audience trust, and your native ad placement must meet each publisher’s editorial standards. ## Frequently asked questions (FAQs) ### What is a typical format for native advertising? Native ads appear as in-feed ad units, paid search, recommended reading widgets, and sponsored content, such as custom sponsored articles, interactive content experiences, or branded videos. In-feed ad units might include social media sponsored posts that match the platform’s content style, and publisher website-sponsored content appearing within article feeds. Additionally, you might see product listings integrated into e-commerce content streams. ### What is an example of a native ad? Common examples of native ads include sponsored articles on business news sites matching the editorial style of the publication, while providing industry insights. Another example are sponsored LinkedIn posts. This kind of content looks like organic posts, but is marked as promoted. ### Can native advertising be useful in B2B marketing? Yes, it can. About 34% of B2B marketers used native advertising as a paid advertising channel in 2024, according to the Content Marketing Institute. The format allows a detailed explanation of complex B2B products or services, while maintaining a professional context within relevant publishing platforms. ### What is the difference between native advertising and content marketing? Native advertising places sponsored content within third-party publishing platforms, while content marketing distributes content through owned channels (blogs, social media, newsletters, etc.). B2B marketers often use both strategies, with native ads amplifying content impressions and engagement as one tactic in a broader content marketing campaign. --- ### Setting SMART Goals for Brand Awareness URL: https://www.taboola.com/marketing-hub/setting-smart-goals/ Last Modified: 2025-02-19 05:23:43 Brand awareness — you know you need it, but you might not know how to get started. That’s probably because you haven’t been able to pinpoint your brand awareness objectives and goals. It’s crucial to first identify what you want to achieve with your brand-awareness campaign. This informs the content you create, the distribution channels you use, and the audiences you target. It will also help you figure out how to measure brand awareness and track your progress. Here we outline common brand awareness objectives and goals, so that you can choose the best one for your brand awareness strategy and better understand how to build a campaign that’s suited to your needs. ## 5 Smart Goals to Set for Brand Awareness ### 1. Increase Website Traffic One major goal of brand-awareness campaigns is to increase website traffic. You might be looking to get more eyes on your blog, product pages, or company announcement, but you can’t do this if people don’t know about your brand or how to find your digital properties. This is where brand awareness comes in. You might, for example, launch a brand-awareness campaign of sponsored, native articles. You target audiences who might be interested in these articles, entice them to click, and drive traffic back to your website. How to Start a Discovery Campaign From Scratch ### 2. Promote Products If your C-suite or sales team is questioning the importance of brand awareness, assuage their concerns by reminding them that brand awareness helps to promote specific products. Brand awareness is about building a general knowledge of your brand. With the right content, distribution channels, and targeting strategy, you can get your products in front of the right people at the right time. ### 3. Build Brand Affinity and Improve Reputation PR blunders happen — especially today when social media preserves every brand interaction. But there is a silver lining: these mishaps actually help fuel your brand awareness objectives and goals. Brand awareness helps shift the online conversation in your favor. Use brand-awareness campaigns to share positive news and company updates, customer testimonials, and helpful information for consumers who’ve developed misconceptions about your brand. ### 4. Become a Thought Leader You don’t always have to go for the hard sell to break through the online noise and make your brand known. You can take the softer but more lasting approach of establishing your brand as a thought leader in your industry. With this strategy, you’ll set your brand up as the go-to resource for information, insights, and solutions to customer pain points. So, even if audiences are not yet aware of your products, if they need to answer a question or consult recent trends they will be more likely to come to you over a competitor. ### 5. Increase Sign-ups, Purchases, or Leads Brand awareness is a crucial stepping stone to achieving your performance-marketing goals. Use brand-awareness campaigns to build an audience of potential leads by driving people to complete a specific action, such as signing up for a newsletter, downloading an ebook, or buying a product. Remember, your brand-awareness campaigns don’t exist in a vacuum. There is always room to optimize them and use them to inform future campaigns that move customers down the funnel. ## Achieve Your Brand Awareness Objectives and Goals with Taboola If you’re feeling overwhelmed by these brand awareness objectives and goals, you’re not in this alone. Use a performance platform such as Taboola to help you achieve any and all of your brand-awareness goals. Taboola places your articles and videos on the websites of the world’s top publishers — reaching people when they’re already engaged and ready to discover something new. Whether you want to promote a new product, drive traffic to your website, or generate new leads, Taboola helps you reach new audiences and fill your marketing funnel. --- ### Native Ads vs Display Ads: Understanding the Differences and Benefits URL: https://www.taboola.com/marketing-hub/native-ads-vs-display-ads/ Last Modified: 2025-05-14 12:58:25 There’s no getting around the fact that digital advertising has undergone tremendous change. With rising costs in search and social, shrinking marketing budgets, and changes in how and where people search online, it’s essential to rethink tactics and strategies. Performance marketers looking for a boost in conversion need to focus on prospective customers in the consideration and action phase of their buyer journey, capturing audiences through high-impact, expertly targeted ads relevant to them. Two popular ad tactics used to qualify prospects include display ads and native ads. Unsure where to start, or which is right for you? This guide explains the differences between native ads and display ads, in terms of format, performance, revenue, and more. ## What Are Display Ads? Display ads feature an eye-catching look and short copy with a button or call to action, enticing a viewer to click for more information. Often found on web pages, in social feeds, and apps, banner ads are a common example. They vary in shape and size depending where they appear on the screen. With display ads, it’s clear that they’re promoting something: These ads stand out from the surrounding content, and can be static or include motion (for example, video or microanimations). Success can be tracked in near real-time, making it easy to optimize and adjust ad spend and creative. Ads are served to users based on a mix of demographics, known data, and predicted user intent, ensuring your ads are shown to the people most likely to engage. ## What Are Native Ads? In contrast, native ads blend seamlessly into site content, often looking like and appearing beside articles or longer-form or interactive information. As such, it can be difficult to tell that they are ads at all. Native ads often appear as sponsored, promoted, recommended, or branded content, as in the example below from Avocados from Mexico: Native ads offer formats that engage audiences, enticing them to stop and interact with the ad. Common native ad formats include in-feed social media posts, games, and maps. Sponsored search results, which blend in with regular results when people are looking for information, are also native ads. See the example below: Learn more about the pros and cons of native ads. ## Key Differences Between Native and Display Ads There are several key differences between native ads and display ads. With an increased emphasis on ads that stand out and convert, it’s more important than ever to consider what helps with your ad spend and goals. Native Ads  Display Ads  Match organically with a site’s look and feel. Stand out as different from the site. More nuanced tactic. More direct tactic. Consumed as pieces of content. Consumed as promotional information. Aimed at building brand awareness and consideration. Aimed at converting prospective customers through action. Suited to drive traffic to site based on placement site’s audience. Suited for segmented, remarketing, or retargeting campaigns. ### Ads Tailored to Users’ Preferences Where native ads are static, dynamic ads are, by nature and name, active. You can fight ad blindness and catch a user’s eye with display ads that provide helpful information. Native ads need to be creative and engaging to be effective, but dynamic ads need to be smart: Through high-impact placements on premium sites, dynamic ads can follow a user and serve information they have already searched for with an eye-catching, personalized experience, guiding the user to conversion. To see an example of this in action, take a look at this case study for Apartments.com. By using a tracking pixel with their website interactions, the brand retargeted visitors who had already viewed rental properties. These ads were dynamically created to display the information they had interacted with, including price and location. Users were motivated to return to their search on Apartments.com and continue their journey, increasing clicks and conversions. By putting this customized ad creative to use and retargeting smartly, the brand generated a cost per lead 54% below its goal. No matter the format or placement, if an ad provides helpful, relevant information, users are more likely to engage. ### Revenue and Traffic  Native ads certainly drive traffic, as they encourage web users to read or watch content related to what they’re already interested in. Bombfell, for example, got a 960% increase in web traffic when running native ad campaigns. Display ads, on the other hand, do a great job of standing out in a cluttered, disjointed online world where everything is vying for your attention. These high-visibility placements drive audiences to action, with many incorporating AI and predictive analytics to boost results. In an era when audiences are feeling ad fatigue, and marketing teams are pressed for time or resources, utilizing solutions that efficiently repurpose existing assets will save both time and money. ## The Bottom Line Ultimately, both options are worth your while, depending on your goals. While native is great for top-of-funnel, boosting brand awareness early in a user’s buyer journey, display ads are ideal for the performance level of the funnel (consideration and action), creating measurable conversion. --- ### Native Advertising Strategy: 7 Steps To Building a Successful One URL: https://www.taboola.com/marketing-hub/native-advertising-strategy/ Last Modified: 2025-06-03 12:05:54 The evidence is clear: traditional forms of advertising aren't as effective as they once were. Around 80% of US adults use at least one ad-blocking method, so if you're using standard display ads, you're probably not getting their attention. To reach your target audience, you need to incorporate a native advertising strategy into your overall marketing plan. Native advertising works: most people see native ads as more trustworthy and engaging than traditional ads. And, they're more likely to pay attention to native ad content – you get more clicks and sales from native ads compared to other ad formats. This guide shows you how to get started with your native advertising strategy. ## What makes a good native advertising strategy? Native advertising is now a more effective lead-generation tool for businesses than traditional advertising. In fact, eMarketer predicts that in the United States , US$44 billion will have been spent on native advertising campaigns in 2019. When thinking about your native advertising strategy, consider: - Who your audience is - What you want to achieve, such as increasing brand awareness, generating leads, or achieving sales - What content will help you meet your goals (think interesting, valuable, and relevant, rather than hard sell) - Which platforms you'll run your native ad campaigns on (such as publisher sites or social media) - What type of native ad campaigns you'll run (content discovery, in-feed ads, recommendation widgets, video campaigns, paid search) - How you will measure success ## 7 Steps to a Successful Native Advertising Strategy Trying out a new marketing strategy is sometimes daunting, especially if you've established your current approach. But it's easy to get started with native ad campaigns, and you won't have to blow a hole in your budget to do so. Here are the steps you need to follow: ### 1. Set Campaign Goals Like all marketing, building a native advertising strategy starts with goal setting. Be clear about what you want to achieve with your native ad campaigns. Typical goals include: - Generating leads - Getting more sales - Acquiring newsletter subscribers or site members - Boosting website traffic - Increasing brand visibility You can also think of your goals as performance goals that use content to drive conversions, or awareness goals that look at how many people view your content and how long they spend doing so. However you describe them, make your native ad campaign goals specific. It's not enough to say that you want to get more newsletter subscribers, for example. You should know how many subscribers you want, and set a deadline for reaching that goal. ### 2. Define your Target Audience The next step is to define the audience you want to target. You may have some idea of the people you want to reach, based on your buyer personas. This is a good starting point, but native ads can also showcase content to people who've never heard of your brand, but who are open to reading helpful information involving it. So, it's wise to keep targeting minimal at the start. If you don't pre-judge the outcome, you get to see who's responding to your ads. As your native advertising strategy progresses, you can target ads by age, gender, interests, location, device usage, buyer intent, and more. This ensures that you target the right people, with the right content, on the right devices, in the right places, at the right time. ### 3. Select the Right Publishers Platforms such as Taboola give you access to thousands of publisher websites that run native ad campaigns. As part of your native advertising strategy, you might choose to work with traditional or new-media publishers, or a mix of both. What's important is that they're a good fit for your native ad campaigns. To establish this, look at reach: the size of the audience that could potentially view your content. Also look at relevance: whether the site's content and audience demographics match the people you want to reach. In addition, there's filtering available for the publishers' sites that determine where you'll display your native ads. You can target publishers by location, device and more. Once your campaign starts running, pay attention to your stats, then tweak the publisher mix till you get it right. ### 4. Identify Valuable Content Content is at the core of any native advertising strategy, but you must shift your mindset. Instead of thinking like an advertiser, think like a reader, and consider what appeals to your target audience. If you aim for content that's informative, relevant and dripping with value, you're on the right track. If you don't have the right content, create it and make your native ad strategy more effective. Content to consider includes: - Useful content to educate and inform people, and help them get to know your brand (top of funnel) - Content targeted at lead generation for particular products or services, but still informative (middle of funnel) - Content to drive sales (bottom of funnel) ### 5. Build Appealing Creatives Once you've identified your campaign content, it's time to create your ads. Titles and thumbnails are key. They're your only chance to grab readers' attention and make them click through. It's worth experimenting with different combinations until you discover what works best for your target audience. The same URL might need a different title or thumbnail image, for example, depending on your audience or location. If you need some help, use the Taboola Trends tool to identify native advertising best practices for different audiences and niches. Or see our roundup of native advertising examples for more inspiration. ### 6. Allocate Campaign Spend CPC - or cost per click - is the amount you spend every time someone clicks on your campaign items. Start by identifying what your ideal CPC is, and your spending limit –how much you want to spend overall. You can get useful traffic for a spend of between $50 and $100 a day, but at the start of your native ad campaign it's wise to go for a high CPC. This gets your content in front of more people, and gives you more data to work with when you're ready to optimize your campaigns. ### 7. Track, Test and Tweak Whether you're running a native advertising agency, or going it alone, creating an effective native advertising strategy isn't 'set it and forget it.' It's essential to monitor your native ad campaigns to ensure they're achieving your goals. Check data daily, especially at the start, so you can experiment if things aren't working out the way you want. You can A/B test headlines and images, for example, to get the most effective combination for each campaign. Follow these seven steps, and you're set for a successful and effective native advertising strategy for improving brand awareness, attracting leads and making sales. Get started with Taboola's native advertising. --- ### Hundreds of News Outlets Unite for Successful Climate Coverage Boost URL: https://www.taboola.com/marketing-hub/hundreds-of-news-outlets-joined-forces-to-increase-climate-coverage-it-was-a-huge-success/ Last Modified: 2026-06-22 08:11:21 From giving the most vulnerable a voice to holding the most powerful accountable, great journalism can change the world. But what about the environment? Hundreds of news outlets joined an effort to increase coverage of climate change ahead of the United Nations Climate Action Summit on Sept. 23. The results are in — and it was a resounding success. During the week ahead of the UN summit (Sept. 15-21), readership in the US of topics related to climate change on news websites spiked to more than twice the average of the previous weeks in 2019. The dataset shows readership on the Taboola publisher network, which consists of more than 1,300 US news websites including national, local, and digital-native news organizations. We looked at articles about topics including climate change, carbon dioxide, environment, global warming, greenhouse gas, Greta Thunberg, and pollution. The vast scope of our network offers a uniquely broad view of what people are reading on US news websites. Many of our publisher partners were among those who joined the effort to increase climate change coverage such as Bloomberg, The San Francisco Chronicle, the Weather Channel, CBS News, Slate, and more. The collective of news organizations was organized by the Columbia Journalism Review and the Nation. “It started just out of frustration. It seemed like the scale of what’s going on with the climate was not being matched with the appropriate amount of coverage,” CJR editor and publisher Kyle Pope said of the effort. “It just wasn’t getting as much ink and airtime as it deserved.” The intention was for it to be US-focused, but Pope said it quickly gained momentum overseas where climate change is not a political flashpoint. Eventually, more than 300 news organizations from around the world joined in. While the scientific intricacies and politicization of climate change may have been barriers to coverage in the past, Pope said the time was ripe for a breakthrough, particularly at the local level. “I think that what’s changed is that the effects have just become so apparent and far reaching that it’s hard to ignore. There have been fires and droughts,” Pope said. “There’s basically no place on Earth where you can’t physically see the effects of this.” CNN chief media correspondent Brian Stelter’s Reliable Sources newsletter highlighted our findings with some words of encouragement to the rest of the news media: “In times when newsrooms are short-staffed and financially constrained, here’s hoping great journalism on climate change keeps happening year-round, not just when newsy UN events are upon us or when the next natural disaster strikes.” Looking ahead, Pope says they’re already laying the foundation to build on this initial effort and he’s encouraged by the sense of enthusiasm from participating news outlets. ## Digging into the data Focusing on articles about climate change specifically, we saw over 13 million unique daily readers during the week of Sept 15-21. That’s a 55 percent increase over the topic’s 2019 baseline. Articles about Greta Thunberg, the teenage activist from Sweden who has become renowned for her powerful calls to action urging world leaders to address climate change, saw the greatest gains in readership out of all the topics we researched. We saw nearly 10 million unique daily readers on stories about Thunberg during the week before the UN summit. We counted unique readers on a per topic basis, so there’s likely overlap in the readers of stories about climate change and Greta Thunberg. Overall, we can certainly see that the number of readers increased compared to past weeks in 2019, but what about the number of articles? This effect of more readers was, in theory, caused by the CJR-led effort to increase coverage. Our systems count all the articles receiving traffic during a particular time period, which highlights new as well as older stories that readers are consuming. The week before the UN summit, we saw over 4,500 articles about climate change receiving traffic, 2.5 times more than the average for the rest of 2019. Again, since this is a measure of traffic received, we can’t say confidently that the production of articles more than doubled. It’s likely that many of the articles making up this much increased number were new stories written due to the CJR campaign, but it’s also possible publishers re-promoted older articles and that readers were finding older articles in links from the new articles. We can conclude was confidence, however, that the CJR effort resulted in vastly more stories in circulation about climate change, which led to more many more readers paying attention. ## How you can view this trending topic data Taboola’s news publisher partners have access to data on trending topics in the Topic Insights part of Newsroom, our real time audience analytics platform. Taboola Newsroom helps publishers’ editorial teams understand not only the biggest topics overall, but also the most popular among audiences on social media and search. It also let’s publishers foster audience loyalty by letting them understand the topics core audience members are reading on their sites and elsewhere on our network. I It’s a fun bubbly-matrix filled with useful data. Here’s how it looks. There’s also a publicly available version of Topic Insights on our Taboola Trends page. Beyond these options, we’re always looking for interesting ways to use our data to help bring context to how news readers are interacting with real-world events such as measuring which presidential candidates are getting the most attention. Feel free to DM @franberkman on Twitter if you’re doing any research or reporting that you think our data could help support. --- ### 8 Digital Marketing Tips for Financial Services: Engage Your Audience in Budgeting Season URL: https://www.taboola.com/marketing-hub/financial-campaign-planning-reaching-audiences-during-budgeting-season/ Last Modified: 2025-02-02 07:14:27 It's that festive time of year again — no, not the period of pumpkins, turkeys, and gifts, – the time of spreadsheets, revenue forecasts, and data collection. That's right. It's budgeting season. Companies around the world are preparing to review their portfolios and secure their capital for the coming year. For finance brands and marketers, these rituals should warm the heart as much as hot cocoa and peppermint sticks. Why? Because they point to a major opportunity to reach engaged audiences with finance-related content. Brand don't just launch finance marketing campaigns to spread awareness, either. According to Taboola Trends, the top KPIs for finance content are lead generation, page views, and purchases. Ready to get in on the action? We analyzed our data to see how you can build a more effective finance marketing campaign this budgeting season. Here's what we found. ## 8 Strategies for Effective Financial Services Marketing ### Launch Finance Marketing Campaigns on Mondays Marketers have the biggest opportunity to reach audiences with finance content on Mondays, when spend is low but clickthrough rate (CTR) is high. As the work week kicks off, finance readers are likely looking for helpful articles and videos to inform their strategies. So save those weekend budgets and invest in launching finance content at the beginning of the week. ### Embrace the beginning of the year According to our data from 2017-2019, demand is high for finance content as the year begins. Think about it. Finance professionals are revisiting and revamping those budgets after the holidays. And people across the world are making resolutions to improve their financial situations. This is the time for finance brands and publishers to shine. TD Bank, for example, launched its big 'Unexpectedly Human' campaign this past January to promote its convenience and customer care values. The campaign included a humorous video series highlighting the ways TD Bank helps people — and adds a little joy to their lives. ### Distribute content in the afternoon People aren't just reading finance content on their morning commute or lunch break. Taboola data indicates that marketers have the biggest opportunity to reach audiences from 2:00 - 5:00 PM. This is when people are back at their desks, preparing for meetings, and conducting research. It's also worth noting that CTR dips from 6:00 - 10:00 PM, when people are getting out of work and winding down for the day. ### Invest in video and photo It's easy to convey a wealth of complex financial information in text-based articles and blog posts. But marketers who shy away from visual content miss a big opportunity to reach audiences who are hungry for videos and photos. These content types see the highest CTR, but lowest supply of finance campaign spend. If you're stumped on where to begin with visual content, try turning your most popular articles into infographics or videos, making them easier for audiences to consume and share. ### Create video with movement and action Speaking of video, there are best practices advertisers can use to keep viewers engaged. Namely, incorporating movement and action into your finance marketing campaigns. Sure, it is tempting to fill your finance videos with charts, numbers, and footage of people sitting at desks, but our data reveals that sports and activities go a long way in bumping up completion rates. Thinking it's impossible to incorporate water and dance into a video about finance? Think again. Health insurance brand, Alan, included both in this creative video ad, 'Life, dance it with the right partner.' It follows a newlywed couple on a journey to find a lost wedding ring under water. ### Reach audiences on mobile and tablets Something here doesn't add up — finance pun intended. Mobile devices drive the highest CTR, but spend is pushed to desktops. Meanwhile, tablet spend is minuscule, even though demand is nearly as high as that of mobile.   To stay ahead of the game this budgeting season, marketers should launch finance campaigns across mobile and tablet devices; let competitors keep fighting for attention on desktops. ### Use keywords like 'revised,' 'homes,' and 'law' When crafting titles for your ads, it's important to use keywords that entice people to click. We found that words such as 'score,' 'drivers,' and 'day' have a positive impact on CTR, while words such as 'release,' 'save,' and 'card' can make CTR plummet due to competition. (Apologies if you've been betting a title like this: 'Save Big and Release Yourself from Debt with This Credit Card.') There's also an opportunity to reach audiences with keywords such as 'revised,' 'homes,' and 'law.' Even emotive keywords such as 'striking,' 'surprising,' and 'unlock' top the list. (Good news if you've been working on a title like this: 'Unlock 7 Striking Tips for Home Insurance.') ### Design images with food Food is probably not the first thing that comes to mind when you think of finance marketing campaigns, but it evidently entices marketers to click. According to our data, food in images can increase CTR by 115%. Look at this thumbnail image that Citibank uses for its blog post on money-saving tactics. Other best practices for images include close-up shots, which can increase CTR by 22% and images without people, which can increase CTR by 15%. ## Cash in on Financial Services Marketing Winter isn't just an opportune time to reach holiday shoppers; it's also the best time to reach finance readers as they prepare for budgeting season and the new year ahead. To cut through the noise, keep audiences engaged, and build more efficient campaigns, use these data-backed strategies and keep checking back with Taboola Trends for real-time insights about finance marketing content. --- ### It’s a Bird! It’s a Plane! Why Movement in Video Ads Taps Into Our Primal Instincts URL: https://www.taboola.com/marketing-hub/why-movement-in-video-ads-taps-into-our-primal-instincts/ Last Modified: 2025-01-14 14:36:07 Imagine you're lost in a rainforest. You suddenly spot something moving out of the corner of your eye. It stops you in your tracks and demands your attention. Why? Because it could be life-threatening or it could be a source of food. The point being, our attraction to movement doesn't just stem from wanting to see something cool or pretty. It's wired into our brains as an evolutionary survival skill. It's so strongly wired, that there are specific parts of our brain in charge of detecting movement and even particular cells with that sole function. Marketers can tap into these primal instincts by incorporating movement into their video ads. And, yes, they can also use movement to show us something cool or pretty. Here's what you need to know to make it happen: ## It's impossible to ignore movement Movement in video catches our eyes, halts our scrolling, and makes us stop and look. It's that feature that keeps us watching and says: "Hey! Look over here. There's something you should see." Some online studies even show that seeing a video, or anything animated while scrolling on a webpage is almost impossible to ignore, even if we tried. Consider one of the most successful video ads of all time: "Our Blades Are F***ing Great" by Dollar Shave Club. It launched the direct-to-consumer brand into a multi-million-dollar business. What's the running thread throughout the video? Movement. It shows founder Michael Dubin moving through the company's office and warehouse while performing silly actions and hijinks. https://youtu.be/ZUG9qYTJMsI The camera and star never stop moving, making it almost impossible to look away. ## The physiological effects of movement The effects of movement aren't just evident in our attention, clicks or even our completed views. They're also evident in our brains and biology. There are quite a few studies that explore this. In one specific study, researchers presented participants with static images and videos of emotional stimuli and found that the videos elicited a greater physiological response—measured by looking at both sweat glands and blinking—than the still images. ## Movement in video ads—in action! So, which movements in video work most effectively? We looked at the most recent video analysis on Trends.Taboola.com to find out the action types that perform best, right now. We discovered that very active movements, such as climbing, driving, singing, and dancing, increase viewability and completion rates up to 200%. Meanwhile, more passive activities, such as sleeping or texting, don't perform as well. Consider Red Bull, the energy drink brand that built a media empire out of extreme sports content. The brand has churned out countless viral and shareable videos, including this imaginative video from Scottish biker Danny MacAskill. https://youtu.be/Sv3xVOs7_No From skateboarding and cliff diving to free-running and surfing, Red Bull covers it all, racking up millions of views per video and becoming the most-shared video brand online. ## What does movement mean for marketers? You don't have to be an energy drink brand or an extreme sports publication to create successful video ads. After all, Dollar Shave Club went viral with a video of its founder walking through a warehouse in his suit and tie. Just remember to find innovative ways to incorporate movement into your videos. https://youtu.be/qO8_C1yXKTs Filming a conversation? Take it out of the office and into a car. Reciting a boring speech? Turn it into a song and dance. Showcasing a product? Do it on a mountaintop. (Just kidding—or am I?!) Movement isn't just fun to watch. It taps into the core of who we are—human beings looking out for what's moving around us, what excites us, what scares us, and what helps us discover that next best thing that we didn't even know we were looking for. --- ### Innovations In Online News: Key Takeaways from the ONA Conference URL: https://www.taboola.com/marketing-hub/innovations-in-online-news-key-takeaways-from-the-ona-conference/ Last Modified: 2026-06-22 08:11:25 In the world of online news, a lot changes from one year to the next. Amidst non-stop news cycles and hectic workdays, it's all-too-easy to lose sight of the trends and developments steadily transforming this industry. That's why it's valuable to step back occasionally for a broader look at the fast-evolving news ecosystem. And, at the recent Online News Association (ONA) annual conference, held this year at the Sheraton New Orleans, that's what I did. ONA structured its three-day conference 'tracks' around these topics: audience metrics and development; emerging technology; leadership development; revenue, business models and entrepreneurship; innovative news storytelling; mission, ethics and work culture; product design and development; and reporting and verification tools. Here, I focus on a handful of sessions that illustrated this general theme: Online news organizations are fast becoming innovative, strategic, and sophisticated in experimenting to produce valuable content that supports viable business models. ## Session #1: Newsroom Workflow — Tools and Tactics to Simplify and Iterate Angela Pacienza, Head of Experience at the Toronto Globe and Mail, ably moderated this informative session and served as a panelist. Her overview included a comment that stuck a chord with attendees: "If you have a good workflow, you don't even talk about workflow. And if you have a bad workflow, you swear every single day at work." ### Takeaways In revamping a newsroom workflow, planning is important, but some insights are only derived through action. Get started now and this workflow-development process will be iterative. Make the workflow process visual, so participants can appreciate the broader context of the organization and see how their particular contribution fits in. Use a notifications system (not email) to automatically push relevant updates to everyone involved in a developing story. Expect every change in your organization's workflow to be unpopular with someone in the system. Nevertheless, keep your eyes on the prize and give people time to voice opinions and adjust to the changes. Take advantage of artificial intelligence (AI) technology. Predictive analytics tools can illuminate what your readers want and show how their preferences change at different times of the day. Kill emails — and the unhelpful practice of creating a new email group for every project. Instead, shift team communications to a tool such as Slack, but be explicit about why you are employing these new methods. Make your workflow tools accessible to reporters via mobile phones. Critically important! ## Session #2: Editorial Experiments to Develop and Refine Your Digital Audience Strategy Everdeen Mason, Senior Audience Editor at The Washington Post, presented a well-considered session that reinforced this vital message: Hypothesis-driven editorial experiments foster informed strategic choices — allow newsrooms to take educated risks as they seek to expand digital audiences. She cautioned attendees to remember two things when reviewing experiment analytics: - Analytics measurements incentivize behavior from the people to whom you report them. - Understand clearly which metrics tie back to reader behavior. Ask: exactly what did the reader do that brought about the changes in these metrics? ### Takeaways These are the recommended steps Ms. Mason outlined for creating an editorial experiment: - Find the right idea - 'Interrogate' the idea - Form your hypotheses - Ask 'How will we measure this?' - Understand what metrics tie back to reader behavior - Take stock of your resources. - Execute! Worth remembering: You can conduct experiments retroactively using data captured in the past! ## Session #3: The Readers You Have Or the Readers You Want? Given the ever-present pressure to both increase reader quantity and to enhance reader quality, newsroom strategists are known to have wandering eyes . 'Sure, our longtime readers are nice; but take a look a these other demographics!' With this dynamic in mind, newsrooms must walk the line, adjusting content to attract new readers, while remaining loyal to a current base. 'Dance with the ones who brung ya,' as the saying goes. This session offered guidance on finding a sustainable answer to this common dilemma. ### Takeaways Here's a thought experiment to put your newsroom strategists in a consumer mindset. Ask them to consider a situation where they are the target, rather than the hunter. Ask: - What's a publication you've heard about, but never read? - How could this publication reach you with a story customized to your particular interests? - How could it persuade you to subscribe/sign up for additional stories? ## Session #4: Design Newsroom Experiments to Test with Analytics Shirley Qiu, Audience Engagement Strategist at American Press Institute (API) , a nonprofit journalism think tank outside Washington, DC, directed this Saturday session. Ms. Qiu and her colleagues led a practical session that gave attendees first-hand experience of getting started with hypothesis-based newsroom experiments using an 'If-Then-Because' format. Here's API's example: - If: We add videos to our Board of Governors coverage - Then: We will see local audiences engage more - Because: Local audiences are more interested in videos than in text. ### Takeaways Timeframes: Choose manageable timeframes (8-10 weeks, for example) for your content experiments. Metrics: Determine which metrics (conversions, scroll, time on page, social referrals, etc.) can best test your hypothesis. Employing multiple metrics provides an opportunity for in-depth learning. Serendipity: Be open to unexpected learning. Even when your experiment fails to confirm your hypothesis, it may provide information that leads you to actionable insights for a strategy that will bring desirable results. ## Session #5: A Journalist's Guide to How Newsrooms Generate Revenue Social-and-digital marketing expert Apryl Pilolli presented this session aimed at helping newsrooms innovate for new revenue opportunities.“Everyone needs to know how we make content — and everyone needs to know how we make money," Ms. Pilolli said. Her remarks focused on advertising revenue, as opposed to revenue from subscriptions and/or memberships. ### Takeaways Create a 'playbook' with your sales team. Say: "Here's what we can do. Here's what we're great at. Here's what we should avoid.' This structure provides a foundation for productive collaboration. Put yourself in the shoes of your advertising sales staff. Since they work on commission, many sales people naturally focus on the content that is easiest to sell. So provide them with compelling talking points to sell what you have created. Show them why a client wants to associate with your content. Note: It bears repeating that 'exclusive' content is always attractive. ## Closing Thoughts 2019 marks the Online News Association's 20th year. (Two decades of online news! Where did that time go?) If you had the good fortune to attend its recent conference, I'm confident that you'd confirm my observation: ONA continues to foster fresh perspectives on the topics most relevant to digital news professionals. Although I'm still drinking from the information firehose of ONA-2019, I'm already looking forward to ONA's next annual conference: Sept. 30 through Oct. 3, 2020 at the Hyatt Regency Atlanta. Get it in your calendar now! --- ### Video Marketing Ideas: Using Fun and Humor Can Boost Your Video Marketing Efforts URL: https://www.taboola.com/marketing-hub/lol-using-fun-and-humor-can-boost-your-video-marketing-efforts/ Last Modified: 2025-01-14 14:36:07 If laughter is the best medicine for life, could it also cure your video marketing pains? Volkswagen put this theory to the test when it measured how people's behaviors changed when offered a fun experience. They transformed a staircase into a piano and found that the stairs, which were right next to an escalator, were used 66% more times than normal as people opted to play a tune on their way up the steps. Your company may not have the budget to create a live experience like this, but you can create a fun and engaging experience for your audience through video marketing and brand storytelling. ## Fun (and funny) video ads get people to engage Some of the best video ads debut during the Super Bowl. Even people who don't watch the game actively seek these commercials. Case in point: Amazon's ad for Alexa. Anyone who knows about Alexa's many glitches can't help but laugh at this video, which uses humor to connect with its audience while poking fun at the company's own mistakes. Nearly 40 million people searched for this ad and watched it on YouTube. Everyone was talking about it because they enjoyed it! This kind of viral campaign is marketing gold. ## Fun brand messages get people to like your brand Entertaining video ads grab attention. That's a win for gaining brand awareness, but humor goes further than that. This study found that the use of humor increases message comprehension, creates positive feelings towards the brand and increases product purchase intent. This is great news for companies that sell products that excite people, but what if you market a product that's not as exciting? An interesting study by researchers in Ohio State University found that humorous ads also work better for anti-smoking videos. Specifically, they found that YouTube anti-smoking videos had more views and higher viewer ratings than more serious ones, for example. The researchers explain that in this case, humor reduces the negative reaction that some people (in this case smokers) might have from watching this kind of video by de-emphasizing the negative judgment about the behavior. ## So, what makes a video ad fun? Fun and funny are vague concepts that are hard to define. What captures one person's attention, makes them laugh, and brings about positive feelings can fall completely flat with someone else. Understanding your customers, their demographics, and their pain points is critical if you are to connect with them. Use that knowledge to inform your video creative strategy. American culture, for example, stresses individualism, whereas Korean culture emphasizes collectivism. Groupon's 2018 ad featuring comedian Tiffany Haddish resonated with a lot of people in the US, amassing 25.5 million views. Because the content focused on her experience as an individual, Groupon's target audience, which is predominately women, loved it. Would it have gone down equally well in Korea? Probably not. The common thread across all cultures is that nearly everyone seeks out content that makes them laugh. One eMarketer report showed that Chinese audiences preferred watching humorous videos more than any other type of content. Another study from Brazil found that there's also no difference between males and females in their preference towards humorous influencer content, everyone loves it. ## Use humor at the right moments When and how you incorporate humor into your video creative strategy is equally as important as the content itself. As consumers move through your sales funnel, you should expose them to different content and different levels of humor. Researchers have identified when and to what degree you should use humor in your video marketing to generate the best results. If the purpose of your ad is to trigger a purchase from consumers who already know your brand, go full out with the entertainment value. Funny video ads also work well when the goal is to increase awareness for a new product or brand launch. If consumers are unfamiliar with a brand, however, humor can distract them, leading to missed marketing messages and wasted ad dollars. When you're planning your video creatives, there's another important factor to note: tie entertainment and humor to the brand for it to yield all of the positive benefits. That means the brand or product should appear first or in tandem with the humor, so your message is still positively associated with your brand. ## Marketers, humor is the medicine that will make your customers feel good about your brand - Capture attention and engage viewers with funny video ads. - Tailor humor to your audience demographic. - Use funny videos throughout the sales cycle. - Make sure humor doesn't overpower your brand message. --- ### 12 Effective Mortgage Lead Generation Tactics & Ideas for Brokers URL: https://www.taboola.com/marketing-hub/mortgage-lead-generation/ Last Modified: 2025-05-14 12:55:52 Mortgage professionals or 'loan officers' must do mortgage lead generation, which is of course, generating leads, or interest from people looking for a mortgage. This is obvious, but far from easy to master. The mortgage business is as competitive as any. This makes mortgage lead generation a sustenance of your business and the key to your perpetual success. Like nearly every business model, cling to older ways of generating leads and you lose out on opportunities to those that have mastered modern approaches, most notably online marketing. This is not to say you must purge yourself from cold calling, partnership-building efforts, direct mail and other forms of old-fashioned marketing, but in the interest of getting discovered by younger generations that live online, you must learn how to embellish your mortgage lead generating programs with approaches that bring potential customers to you —instead of the other way around. Here, we explore tactics and ideas about how to produce mortgage broker leads online and off. ## What are Mortgage Leads? Mortgage leads are people who are interested in learning more about taking out a mortgage. Having a consistent flow of mortgage leads is essential for every mortgage professional in order to keep a healthy pipeline and, ultimately, run a successful mortgage business. ## How to Generate Mortgage Leads ### 1. Content is key to generating mortgage leads Your website becomes a quality lead generator when you establish yourself as an authority in the mortgage business. Your first goal is to drive traffic to your site. Your second is to build trust with first-time visitors. Your third is to make offers that inspire visitors to provide their contact information. Great content is key to all three of these. Written content is the first and most obvious frontier to tackle — and you'll likely do so with a blog. Publish the answers to commonly asked questions about the mortgage industry, trends, and the local market. Many of your prospects, however, are likely to gravitate toward content that's faster and easier to consume, so consider putting some effort into creating: - Video - Images - Infographics - Checklists - Customer profiles - Newsletters ### 2. The riches are in the niches However cliché this headline, it rings true in highly competitive industries. Do you have a specialty? If so, showcase it. If you don't, consider investing time and effort into developing one. Perhaps: - You have expertise in a specific loan program. - You focus on a specific type of real estate or borrower. - You have credible stories you can tell about niches in your business. - You are more informative, educational or even entertaining than your competitors. ### 3. Get social Your content is your ticket to making meaningful contributions to online conversations, a.k.a. social media. Share your content regularly and creatively. Consider the following: - Publish short videos on YouTube and share them on other networks. - Offer advice via Facebook and Twitter with links to your content. - Build a community of followers on Facebook. - Post photos of clients at closings. - If you specialize in commercial lending, build a community of followers on LinkedIn. - Create groups on Facebook and/or LinkedIn. - Forge relationships for potential new partnerships on LinkedIn. - If you create visual content, share it on Instagram and Pinterest. ### 4. Work potential local listings List your business on relevant local directories and ensure that your profiles are accurate and up-to-date. Establish a free Google My Business account. This should: - Help your business appear in local search results. - Show your business listing in Google Maps - Enable you to collect reviews that build credibility Chances are, if you do what I did, search for 'refinancing home loan San Jose, CA,' you will look into the prospect of doing business with one of the companies showcased in this Google My Business and Google Maps display. ### 5. Take reviews seriously I mentioned reviews. They're gold. Positive reviews help win the battle for attention in search results and credibility on review-centric services such as Yelp. Think about your own buying habits, you probably look to reviews to help you decide everything from what to watch, wear, drive, listen to and read, to where to dine, travel, and shop, and of course, which service professionals deserve your business. After a successful closing, ask your satisfied customers to write a review. Make it easy by sending them the link they'll need. Also, say thanks in one way or another — with a notice, gift or incentive. ### 6. Advertise Advertise your lending services online with programs such as: - Pay-per-click (PPC) on search engines - Social media advertising/sponsored posts - Native advertising on discovery platforms Check out how AIG used discovery to generate interest in their mortgage insurance offering. - Online banners on relevant websites - Retargeting ads - Web classifieds - Zillow advertising Advertise offline with the following: - Local print magazines - Newspapers - Outdoor ### 7. Get published Write an article and contribute it to local real estate magazines. And, you could also pursue this powerful lead generation approach via online publications — local, and beyond. ### 8. Send mailers Create flyers and mailers to promote your strongest loan products, and potentially lending rates. ### As you are probably aware, developing partnerships with real estate agents and builders in your area is likely the most reliable way to get mortgage leads. Here are some tips for working with realtors: - Identify realtors with many listings in local real estate magazines and by searching local realtor websites. - Visit real estate offices to introduce yourself and make an initial contact. Ask how you can help meet their needs and grow their business. Follow-up too. - Visit open houses to build a relationship with realtors. Ask permission to leave business cards and brochures there. However powerful alliances with real estate agents are, the majority of realtors and builders are likely to already have preferred partners they trust in lending. So, it's important to diversify your referral sources, these may include: - Life insurance agents and financial planners - CPAs - Estate Planners - Divorce attorneys - Local banks or credit unions (that don't offer mortgage services) Here are eight tips to increase mortgage referrals. ### 10. Network In addition to creating affiliations with realtors and other types of professionals in your area, it is also fruitful to network in the community. - Join local organizations, such as a PTA, charity or cause. Volunteer and serve on committees. - Tap your personal network. Make a list of the people you know and reach out to them with a letter that explains your services. - Attend trade shows and/or setup a booth at shows and events. ### 11. Purchase leads You can reach qualified candidates when they're actively shopping for a loan by purchasing new home mortgage and refinancing leads. Jay Conners, an experienced business development officer at Global Data Mining, offers these tips for buying mortgage leads: - Consider your budget – If you're on a tight budget, narrow your search to the lead companies that accept a lower minimum. - Get answers – Find out where the company gets their leads and watch out for those that recycle or resell them. Non-exclusive leads tend to sell three to five times. Be prepared to pay a higher price for exclusive leads. - Preview the leads – Reputable providers may allow you to view leads before you make a purchase. Some offer filters that allow you to qualify the kind of leads you want. - Look for a return policy – Your best bet is to work with a list provider with a liberal return policy. Learn more about what you're getting into by looking for reviews of the service. - Consider customer service – Be mindful of the way the company handles itself on the phone. ### 12. Tap into MLS listings 88% of buyers search for and view property listings online, according to RatePlug, providers of a leading mortgage marketing platform. Leverage Multiple Listing Service (MLS) real estate databases for mortgage lead generation to uncover potential leads and contact the sellers with information about your lending services. --- ### How to Generate Leads: 11 Essential Strategies for Every Business URL: https://www.taboola.com/marketing-hub/how-to-generate-leads/ Last Modified: 2025-05-14 12:55:25 Leads are oxygen to businesses. No leads, no chance for survival. But by relentlessly pursuing online lead generation are we letting ourselves off the hook too easily? Focus only on lead quantity — disregarding lead quality — and you could easily sell yourself short. Eventually, realization sets in: A funnel full of lookie-loos and tire-kickers has little value. It becomes incumbent on marketers to take on the challenge of using strategies that create a steady stream of marketing qualified leads (MQLs), capable of being vetted and becoming sales qualified leads (SQLs), the people identified as most likely to make a purchase. ## 11 Lead-Generation Strategies Every Business Should Understand In a perfect world, MQLs convert to high-quality SQLs. But the world isn’t perfect. A website visitor who goes no further than handing over an email address or leaves a webpage without engaging (called a bounce in analytics tracking) doesn’t generally stand out as a red-hot buying prospect. In other words, leads are different than prospects. Different tactics offer various benefits for engaging prospective customers, depending on their consideration phase. Based on how, where, and when tactics are used, the actions they elicit can be more or less valuable in determining a prospect’s readiness to purchase. Sales and marketing teams should collaborate to create a shared language — and score — of what a sales qualified lead looks like. Consider it time well spent: Organizations using lead scoring experience a 77% increase in lead-generation ROI, according to Constant Contact. Let’s examine ways to generate more sales-ready leads. For even more tactics, read about additional lead generation strategies. ### Customer Referrals Let happy customers market you to their network — encourage current and previous clients to speak of your services. Customer referrals are one of the least-expensive promotion strategies, even if it’s a formal partnership and plan between the customer and your company. Referred prospects are more likely to convert to paid customers, based on the weight that prospects give to how their network speaks of the brand, and have an increased lifetime value. Use your network to bring you their network with customer referrals. ### Paid Search If your paid search strategy focuses on one- and two-word phrases, chances are you could be outbid and outranked over giants of that competitive search. Revisit your strategy to uncover long-tail keywords: more specific phrases of three to five words. Longer phrases tend to align with how people search online and are more likely to be used when people are farther along in the buyer journey. ### SEO Search engine optimization (SEO) is a tactic to optimize a website and its content to better inform search engines and users of information on the website. This is achieved through four types of SEO: on-page, off-page, technical, and local. A number of free or paid tools and tactics can monitor and measure SEO performance and opportunities. Stay competitive and relevant by putting effort into boosting SEO. Based on proprietary client data, Front Page Sage found SEO and thought leadership to be the number-one channel for lead generation, producing an ROI of 748% and noticeable results within four to six months of implementation. Learn more about SEO practices every publisher or owner should know. ### Social Media Prospective customers are more likely to look at an organization or product’s social media channels early in the buying process. Because prospects are comparing different options, social profiles should clearly and easily provide information for people at the beginning of their buying journey, Spend time learning which platforms prospective clients are likely to be on, and how they consume information about the product. Offer a low-barrier way for them to reach out to learn more, such as a form to learn more, or an action — such as a button or comment — that triggers information sent directly to them. Paid social media strategies can put specific messages in front of people who have already engaged, or are likely to, with a product or business. Common strategies include paid posts; boosting organic posts; retargeting, through which prospects who have engaged on your site will see ads elsewhere online; and remarketing, which is the act of re-engaging a customer. ### Earned Media When companies receive unpaid mentions by others on platforms the company doesn’t own, such as website review pages or social media, this is earned media. It’s important to lead generation because the company message is being spread to a wider audience, and it can build credibility for the company or solution. Consider this case study: University of the People wanted to let people know about its free tuition and used earned media as an opportunity to engage people by retargeting them to a landing page that captures leads interested in its class offerings. ### Marketing Automation Don’t dismiss leads that fall short of SQL levels. Nurture them. Lead nurturing is the process of facilitating the buyer journey, helping leads progress from stranger to customer by prompting them toward the buying decision with helpful content. Enter marketing automation — tools that are set up to follow rules and run activities based on user actions and information. A common example is filling out a form and being sent a series of emails in the days and weeks that follow. ### Segmentation and Personalization Rather than simply blasting emails to every lead you’ve captured, segment your audience list by where they are in their journey and the information they have provided. Create targeted lists to receive my relevant content and offers. Personalization takes this idea a step further. Lead data enables message and content customization to produce more targeted one-to-one messaging, based on the unique needs of an individual prospect, as indicated by time, place, and additional and relevant information gathered. ### Leverage Forms Though it may sound mind-numbingly obvious, an uber-powerful factor to increase qualified leads is to, well, qualify the leads. In other words, learn more about the potential needs of each lead by gathering information in a way that is likely to boost completion. This can be done a few different ways. #### Multi-Step Forms Research indicates that fewer form fields result in more conversion. Companies that have experimented with multi-step forms, however, have enjoyed great results. With this approach, you first gather essential contact information, then follow up immediately with a second (or even third) step requiring additional information. This example from Uber clearly indicates to the visitor that there are additional steps to take after filling out the initial form. #### Progressive Profile Forms Some marketing automation tools feature smart fields that recognize return visitors and skip asking for information they have already provided. Adding new fields to your forms’ return visitors experience lets you gather more lead intelligence over time. This step-by-step flow from gatedcontent.com shows how your form could progress for a returning visitor. #### Mad Lib Forms Here, the same questions found in a traditional form are presented as fill-in-the-blanks, in the style of Mad Libs. Check out this example from huffduffer: #### Qualifying Questions Yes, adding questions to your forms reduces responses. But if your leads are too often low quality, this strategy makes sense. A question around budget or the decision-making timeframe can produce meaningful qualifiers for the sales team. For example, this form from Quicken Loans asks a qualifying question regarding the visitor’s credit profile: ### Interactive Content Interactive content’s power to engage potential buyers makes it popular with marketers. Options include quizzes, assessments, directed buying guides, calculators, and surveys. These resources can be fun ways to engage and present information, and tools that let you gather what is on a prospective buyer’s mind. As the user engages, they answer the questions that help you assess their needs and satisfy them accordingly. For example, Samsung Life used an interactive insurance calculator to engage potential consumers in the middle of the funnel. It resulted in users being 21% more likely to convert than through display network channels. ### Full-Lifecycle Content The Content Lifecycle diagram from DigitalMarketer depicts content that serves as effective lead-generation tools based on where the target audience is in the funnel — top, middle, and bottom of the funnel. When it comes to improving lead quality, the challenge is to examine the buying cycle from top to bottom and develop a content marketing strategy that addresses the potential buyer’s questions at every possible stage, as shown above. ### Optimize Based on Performance Metrics Remember to review your marketing and sales metrics at regular intervals to determine how your campaigns are performing and identify weak spots that call for making strategic or creative changes. It’s helpful to create a dashboard reflecting the stages of the buying cycle and examining specific conversion metrics. Use Google Analytics and additional lead-generation tools to establish specific lead goals and examine conversion paths. The more information you have regarding sources of traffic, keywords, popular pages and other elements, the more equipped you’ll be to enhance future lead-generation campaigns. ## Key Takeaways “How do I generate more leads?” is really the marketing question today. As you generate more and more leads, it’s important to focus on quality over quantity. You can do so by: - Defining your MQLs and SQLs. - Building a lead-scoring model. - Focusing on customer referrals. - Reaching potential leads at every stage of the funnel with the right mix of paid, content, and search strategy. - Deploying marketing automation. - Segmenting your lead lists and personalizing your nurture campaigns. - Getting creative with forms and interactive content. - Optimize your funnel based on performance metrics. Your strategy for generating leads and qualifying the good from the bad will change, depending on the vertical you’re operating in: - B2B brands; - Real estate; - Financial advisors; - Small business; - Insurance; - Mortgage. ## Frequently Asked Questions (FAQs) ### How can I generate leads quickly? Work with a partner who has a large and deep user database. Taboola offers data based on the readership habits of over 1.5 billion people and can help you get in front of its more than 500 million daily active users. Learn how Taboola can help generate leads and sales. ### Can I generate leads for free? Yes, some of the tools and tactics outlined in this post — for example, organic (unpaid) content, SEO updates, and customer referrals — don’t entail additional cost to support a lead generation campaign. For example, Taboola Trends helps you discover audience insights. ### How do I get started with lead generation? Dive into any of the tactics listed above, or see the vast options available with Taboola to deliver results. --- ### Brand Awareness Campaign Case Studies URL: https://www.taboola.com/marketing-hub/phenomenally-successful-brand-awareness-case-studies/ Last Modified: 2025-05-14 12:46:30 Brand awareness can seem nebulous and enigmatic, but it isn't that difficult to define. It refers to how people recognize and remember your business and it employs a range of strategies across a span of industries. How to measure brand awareness, however, is not always so simple to explain. This is why case studies of successful brand awareness examples are so helpful. They show you which brand awareness strategies worked for others and highlight techniques that could work for your business too. Taboola is a performance advertising platform with a wealth of brand awareness case studies to inspire you. Here is a treasury of our best. It encompasses video and article campaigns and industries as diverse as fashion to finance, technology to travel. These brand awareness case studies are organized by these objectives: - Building brand recognition — generating brand awareness to promote products, expand audiences, increase viewability, and build brand affinity. - Increasing engagement — generating brand awareness to drive clicks, website traffic, sign-ups, and leads. - Scaling content — generating brand awareness to get more eyes on valuable content, such as blog posts, articles, and videos. - Driving conversions and sales — generating brand awareness to lead audiences to convert, become high-quality leads, and complete purchases. Search through these brand awareness case studies, learn from these successful campaigns, and find the strategies that should work best for your brand-awareness objectives. ## Build Brand Recognition ### Finance AIG Leading global insurance organization, American International Group, Inc. (AIG), wanted to educate consumers about its mortgage insurance options and potential savings. AIG partnered with Taboola to distribute videos across our network of premium publishers. Its campaign reached 400,000 people and uplifted purchase intent by 30% in just 30 days. After this campaign launched, AIG found that 50% of people who made a purchase had started their buyer journey via Taboola. Learn how slo-mo video ad increases the viewer’s attention. Ferratum Bank Ferratum Bank, a new mobile banking service, needed to acquire new customers in a competitive finance market. The bank worked with Taboola to distribute blog content promoting its services. This brand awareness campaign reached 155 million people and generated over 74,000 clicks in six months, doubling Ferratum Bank's website traffic. ### Food Global Fast-Food Brand A globally recognized fast-food chain, with over 15,000 locations, wanted to promote its new burger to a worldwide audience. The brand partnered with Taboola to distribute a branded-video series about the product. The result was a 58% video completion rate and 68% viewability — outperforming every other distribution platform. Plated Plated, a meal-delivery startup, wanted to expand its customer reach outside of its usual acquisition channels of social, search, and display. The brand leveraged Taboola's technology to conduct A/B testing with the aim of finding the best content to share. As a result, Plated generated 1 billion impressions and 3.5 million clicks. The brand also saw a 12% increase in new member sign-ups, contributing to its performance-marketing goals. ### Health Hear.com Hear.com, an online leader in the hearing-aid industry, wanted to reach a targeted, niche audience at scale and drive traffic back to its site. By launching content on Taboola's discovery network, Hear.com saw its traffic increase ten-fold in two years and it successfully launched in three new markets. ### Home Whirlpool Whirlpool, one of the world's largest manufacturers of home appliances, wanted to spread brand awareness in India through informative blog posts. With Taboola's discovery platform, Whirlpool reached its target market, driving 20 million website visits in two months and more than 24,000 clicks. ### News The Jakarta Post The Jakarta Post, a leading English-language daily newspaper in Indonesia, wanted to increase its readership outside of social media. The publisher used Taboola's discovery platform to promote organic content, driving a 6% increase in monthly readers. Now, Taboola generates 7% of all monthly traffic, demonstrating the importance of brand awareness campaigns. ### Technology Samsung Life Samsung Life, Samsung's insurance services arm, needed a new way to reach insurance customers and promote three of its products. The brand partnered with Taboola to drive an increase in brand awareness on a limited marketing budget. Taboola ran native ads for Samsung Life articles, helping people discover the brand. This drove over 13,000 new insurance quotes in six months. ### Travel The Dominican Republic Ministry of Tourism The Dominican Republic Ministry of Tourism wanted to improve brand favorability by targeting U.S. travelers with promotional video content. After using Taboola's branded video platform, the Dominican Republic Ministry of Tourism achieved an 18.9% increase in brand favorability, as measured through an email survey. According to analytics partner Millward Brown, that's 17.7 points higher than the industry average. International Airline This best-in-class global airline wanted to expand its brand recognition through native video content. The airline partnered with the Taboola discovery platform to get its video in front of the right audiences. As a result, the brand increased video viewability by 80% and exceeded its brand awareness objectives with 40% completion rates. ## Increase Engagement ### Auto Major U.S. Auto Brand A major car manufacturer and distributor needed to increase brand recall and purchase intent for its new product model. The brand used Taboola's content discovery platform to distribute its videos across premium publishers' websites. As a result, the auto company increased video click-through-rate (CTR) by 27%, saw a whopping 74% viewability rate, and drove over 10,000 test drive sign-ups. ### Food Avocados from Mexico Avocados from Mexico, a non-profit, wanted to build brand awareness and increase website traffic on the open web. Taboola used predictive technology to target prospects at the exact time they were open to discovering something new. As a result, the company exceeded expectations for web traffic and increased leads by over 14%. ### Technology SolarQuotes SolarQuotes, a solar energy resource for homeowners in Australia, wanted to scale and diversify its customer acquisition by improving website traffic. It partnered with Taboola to promote blog posts across premium publisher sites inside and outside of Australia. The outcome? A 100% increase in website traffic. ### Travel Secret Escapes Secret Escapes, a members-only travel company, needed to target audiences and raise CTRs to its website content. Using the Taboola discovery platform to reach audiences across the web, Secret Escapes saw a 288% increase in CTR in just three months. The company even found that consumers arriving from Taboola were 31% more valuable than those arriving from display-advertising channels. ## Scale Content ### Agency Imagination Imagination, a full-service content-marketing agency, was eager to boost return on investment (ROI) for clients' campaigns. The agency leveraged Taboola's discovery network to promote website content and boost brand awareness. For one financial services client, Imagination generated more than 300 million impressions and 328,000 clicks, providing more scale and efficiency than Google Ads (AdWords) campaigns. ### E-commerce Boxed E-commerce site Boxed.com received media coverage on NBC's The Today Show, and wanted to further increase its brand awareness online. Boxed worked with Taboola to promote this Today Show TV clip through native advertising. The brand generated over 1,400 sales and a 3.18% increase in conversions from that one video. ### Fashion The Line The Line, an online boutique, wanted to expand its brand awareness beyond word-of-mouth recommendations and email marketing. The company leveraged Taboola's content discovery platform to promote its original content. As a result, the brand generated 72 million impressions in three months and saw a 100% increase in website traffic. Oh, and that email subscriber list? It also grew by 12%. ## Drive Conversions and Sales ### Beauty Pandora Jewelry company Pandora needed to build its brand among a new audience in France. The brand used the Taboola discovery platform to drive quality traffic to its website. It worked. Pandora tapped into this new market with its content and filled the top of the funnel, eventually driving a 130% increase in conversions. ### Fashion Bombfell Bombfell, a personal-styling service for men, used Taboola's discovery platform to build brand awareness and scale its audience. The result was a 48% increase in website traffic and a massive 960% jump in mobile conversions, proving that brand awareness campaigns can drive ROI. ### Technology Parship Parship, one of Europe's biggest online dating services, needed to scale its audience and increase new, high-quality users. After distributing its landing pages through Taboola's publisher network, Parship quickly increased its CTR by 113% and conversions by 80%. --- ### The IAB Native Advertising Playbook 2.0 Lays Down New Industry Guidelines URL: https://www.taboola.com/marketing-hub/iab_native_advertising_playbook_2/ Last Modified: 2025-01-14 14:36:08 Native advertising now accounts for the largest share of all digital advertising. Back in 2013, when native advertising wasn't so dominant, the U.S.-based Interactive Advertising Bureau (IAB) provided the industry with a playbook, or framework, defining native advertising options. But here we are in 2019. The same question begs for new answers: how should native ad units be defined? The authorities at IAB delivered these new insights in playbook 2.0. To do so, 69 members of the IAB, including us, contributed to it. This playbook provides up-to-date clarification on the state of native and its ad types. Here's a summary of what the IAB has to say in the Native Advertising Playbook 2.0, published in mid-2019. ## Native has evolved What hasn't? In digital marketing changes come daily. The new IAB playbook kicks off with a 'Then and Now' table to get you up to speed. Here are its juiciest nuggets: - Native's no longer an experiment. In 2013, a few publisher studios led the way and were experimenting. Now, nearly every publisher has a studio for native ad creation. - Paid social has exploded. In 2013, paid social was emerging, garnering 10% of digital ad revenue. Flash forward to now and it represents 25% of digital ad revenue. - The money's in mobile. Mobile revenue was nearly $43 billion six years ago. Now it's more than doubled. - Display ads are largely native. Native display spend rises steadily. It now accounts for 63% of overall display spend. ## Native advertising in review The report says native advertising is a 'concept' that advertisers and publishers use to deliver ads that are cohesive with the page content, assimilated into the design, and consistent with the platform's behavior. The viewer should feel the ads belong. A direct quote from the report reads: “The distinction between native ads and standard ads is the ability of native to follow the natural design, location and ad behavior of the environment in which it was placed with content that provides a relevant consumer experience in the context of the page the ad lives on." ## The field's been narrowed to three ad types The IAB defined six distinct native ad types in its 2013 playbook. The new playbook has just three. It removed: - In-ad with native elements - Custom/not contained - Paid search - Promoted listings Two of the 2013 types remain: - In-feed/in-content - Content recommendation ads It added one ad type: - Branded/native content The IAB defines the three ad types prevalent today as: ### 1. In-feed and in-content Ads on content, commerce and social feeds qualify for this format. Consumers see in-feed ads while scrolling the listings of article summaries. In-feed native ads typically appear in content feeds, product feeds, and on social feeds. In-content means the ads are placed on the article pages, but between paragraphs or below the article. ### 2. Content recommendation ads These native ads appear in widgets, commonly displayed beside, between or below editorial content or other paid content. These ads are content discovery ads (our favorite definition here at Taboola), sponsored content ads, and content recommendation widgets. ### 3. Branded or native This newly defined paid content ad-type from a brand is published in the same format as the publisher's site. These editorial-style ads are generally created in conjunction with the publisher's content teams. These ads are known as brand content, sponsored content and custom content. The content served to any viewer who clicks appears on a page that's hosted and served by the publisher. Note, this is not usually the case with the previously defined formats. ## Let's play fair All of us involved in the native advertising business want to see the field grow with the utmost transparency and integrity. As such, as the native advertising landscape evolves, it remains paramount to clearly label ads as paid or sponsored. The IAB report acknowledges it's impossible to recommend a one-size-fits-all disclosure mechanism, but recommends that publisher's do the following: - Use language that shows that the content is a paid ad, making it an advertising unit, even if that unit does not contain traditional promotional advertising messages. - Be large and visible enough for a consumer to notice it in the context of a given page and/or relative to the device used to viewed it. You can learn more about where the Federal Trade Commission (FTC) stands on native advertising policy here, in its published guide. --- ### Content That Converts: 10 Expert Tips For Effective CopyWriting URL: https://www.taboola.com/marketing-hub/copywriting-principles-still-count-today/ Last Modified: 2025-06-10 11:56:18 After producing a series of excellent stories, videos, or social media posts, you may think your job as a content marketer is done. But high-quality content — no matter how much effort went into creating it — doesn’t automatically equal success. Whether you're crafting a blog post, developing a white paper, producing a video script, writing a piece of product copy, or anything else for that matter, keeping the wants, needs, and desires of your prospects in mind is paramount. Failure to do so will dilute your content and render your efforts futile. Is the content you’re making increasing sales? Visits to your site? Growing your audience? To put it simply: Is your marketing achieving your business’s goals? One of the biggest challenges any content marketer faces is coming up with a way to determine whether their content is actually working. There may be some easy marketing wins hidden in plain sight that you are overlooking in your strategy. With that in mind, here are six ideas to refine your content marketing — and create the desired effect on your target audience. ## 10 Tips to Create Content That Converts ### 1. SEO Optimization Consider this: 40% of consumers regularly receive irrelevant content, according to a 2024 report by marketing platform Marigold. That leaves a lot of room for your content to break through — if you can get it in front of the right eyes. Search engine optimization, or SEO, is the way to do that. It may sound complicated, but good SEO practices are simple. Think about which keywords your audience will use to search for what you're making — then research them on SEO software platforms such as Semrush to see which words and phrases are the most effective. Use those prominently in the content. Ideal places for these keywords to appear are in the page and site titles, headers, first few paragraphs, and metadata. Make sure the keywords match both the content and your business. After all, if someone clicks on your story, then immediately decides to go do something else, how can you possibly say you’ve given them an experience that will inspire them to think differently about your brand? Search engines like Google see that behavior and punish you for it, too. Start with the low-hanging fruit. Look for articles that are almost ranking in top positions, and prioritize updating and promoting those first. Then you can move on to other content on your site. Finally, how your site is structured and how transparent it is matters, too. If you optimize keywords, but still are struggling to get search traffic, check your site’s loading speed, mobile friendliness, and “About” pages. ### 2. Click-Through Rate Improvements One way to measure how relevant your content is the click-through rate or CTR — i.e. how often someone goes from the content or ad to your site. A high CTR — generally hovering at the 2% to 5% mark— can deliver impressive results at a lower cost than other forms of advertising. Look at CTR in these three ways. First, think about how a customer is encountering your brand and work to make that encounter as seamless and engaging as possible. This includes repetition, as people tend to have more favorable views of brands that are already familiar to them. It also includes being platform friendly: The vast majority of people use the internet through their phone, so make sure all of your content (and the websites they link to) is optimized for that experience. Next, ask yourself which medium is best for your message and audience. For example, video content continues to work well across platforms, with a 2019 study by the Interactive Advertising Bureau reporting nearly 80% of digital viewers are willing to watch advertising in exchange for free video content. Then, focus on which strategies increase CTRs with your most loyal visitors. Typically, super users are the ones most likely to check out what your brand offers when it’s time for them to make a purchase (and perhaps recommend it to their friends). As MailChimp, a leading email marketing platform, states: “A high click-through rate means that the was engaging and relevant, the call to action was clearly defined, and the overall engagement was good.” ### 3. Calls to Action Geared to Your Audience’s Stage of the Buyer Journey So you got a customer’s attention. What’s next? The call to action (CTA). Instead of strictly focusing on sales, think about whether a piece of content is effective in moving a consumer along the path to purchase. Along a buyer’s journey, there will be big and small CTAs. Did one of your readers sign up for your email newsletter? Did they click a link to a product landing page? Did they watch a product tutorial video? All of these actions can make a consumer more likely to make a purchase once they are ultimately targeted with a direct sales offer. That’s particularly true if the CTA is personalized to where the customer is in their buyer’s journey. When and how you make the CTA is important. It’s helpful to think of your audience as coming to you through a funnel: The majority of people may see an ad or piece of content and never click through. A smaller amount will click through, but never shop. A still smaller amount may put stuff in their cart, but never buy. And at the bottom of the funnel are the golden eggs — the people who go through with a purchase. Make sure your CTAs aren’t overly aggressive for the top-of-funnel users — and, conversely, that high-intent visitors are given clear CTAs to purchase. ### 4. Increased Scroll Depth Once the reader makes a decision to visit your page, every second matters. So, the next step is to optimize scroll depth — often measured as the percentage of the page or content a person views before clicking away. A good scroll depth is considered to be 60% or more, according to researchers at UXtweak, although it depends on your specific content and medium. Even if your user is not at the 60% point yet, this measure can still help you. Look at how far users are scrolling and make sure sticky elements and CTAs appear just before the average person exits the content. Quality matters here, too. Put your biggest effort into making these messages aesthetically beautiful and frictionless. ### 5. Engagement Leading to Loyalty Research shows it takes just a minute for users to engage with content enough to understand the thesis and recall important information. That’s why it’s important to look at the engaged time and finish rate — ie. how long someone stays on the linked content and whether they read or watch your content all the way through. This tells you whether the people you’ve attracted to your work are enjoying it enough to stick around — and indicates how likely a customer is to read your content again in the future. Tracking pixels can help you analyze which of your target consumers are making a habit of engaging with your brand over the long-term. ### 6. Brand Lift Analysis Consumers usually do not make a purchase immediately after watching or reading a piece of content, so you may have a harder time showing impact than, say, a direct-response marketer (who can just point to their sales conversions). Measuring brand lift gives key insights about the impact your work is having on your audiences and helps you home in on what you should do more of. Brand lift looks at how much your relationship with consumers has changed as a result of your content. It’s common to hire a survey firm to perform this work. The survey will ask two groups of people what they think of your brand — one who hasn’t seen your content-marketing work, and one who has. For example, they may ask: “Would you consider purchasing Brand X cookies the next time you’re shopping for snacks?” or “Do you see Brand X as trustworthy?” This comparison allows you to see how much — and which type — of your content is moving the needle with your target audience. (If you don’t have the resources to hire a survey firm, you can conduct your own research among your customer base.) Keep in mind: Analytics alone don’t tell the whole story. Today, researchers can look at a host of physiological reactions — from eye movement, to brainwave and heart rate, to nonverbal facial expressions —to understand how content and customers interact. If the project and budget are big enough, you can hire researchers to actually test physiological responses to your messages. Then, make sure to implement what the researchers suggest! ### 7. Add authenticity to your copywriting In a world rife with jargon and buzzwords, many marketers overlook this essential copywriting principle: Always make your copy authentic. Even back in the 'Mad Men' days, copywriters fortified their claims with statistics, testimonials and studies to breath authenticity into their words. It's a notion known today as, social proof. Today's consumers crave transparency, credibility and authenticity from brands. This means that honesty, coupled with verified information, is key to convertible content. Acclaimed copywriting pioneer Gary Halbert helped to develop a print-based fat-burning ad during the 1980s. It outlined the benefits of the product in question while offering a clear-cut incentive of losing 98 pounds — within the copy, medical expert and ad author, Dr. Don Schwerdtfeger verifies these claims. While the precise conversion metrics for this particular advert don't exist, this is widely used as a working example of age-old authenticity in marketing. Adopting a similar approach to its copywriting initiatives, UK-based mental health charity Mind creates hard-hitting, researched-backed content to raise awareness and encourage its audience to fundraise. Screenshot By speaking to its readers directly and injecting authenticity into its content, Mind enjoys a steady rate of growth year-on-year, communicated in its engaging, data-centric annual financial reports. ### 8. Be specific To write effective copy, you must know your audience. By gaining a deep understanding of your audience, you'll know where to direct your efforts. This brings us onto our next age-old copywriting principle: Specificity is the key to striking a chord with your readers. If you're too generic, you will not grab attention, you will not engage, and you fail to convert. In 1923, pioneering copywriter Claude C. Hopkins stressed that specificity is a vessel for persuasion. A metropolitan coffee shop, for example, could state: "We make the best coffee in the city." A bold claim, but how many other vendors are saying the same thing in the same locale? A lot, probably. Rather than making such a generic statement, said coffee shop is far more likely to attract caffeine-hungry city dwellers by using the phrase, "Our Americanos have won awards..." or something to that effect. Take eco-friendly fashion brand, VETTA, for instance: This excerpt from the retailer's 'about us' page communicates its dedication to producing ethical garments. It uses specifics on its processes and a statistic on its solar-powered initiatives. This copy is specific, authentic, and persuasive and, ultimately, one of the primary reasons for the brand's exponential growth. ### 9. Murder your darlings The original writing advice, offered by Sir Arthur Quiller-Couch, officially read: "kill your darlings," but I feel the term 'murder' really drives the message home. Today's digital consumers scan web pages, rather than read them in detail. They want to know how your product, service or message benefits them immediately. Be ruthless with your words. We all like to showcase our poetic edge, but when you need to grab attention and get results, simplicity is key. To help in your quest to produce simple, effective, punchy, jargon-free copy, here's a framework to use: - A word in lieu of a phrase - A phrase in lieu of a sentence - A sentence in lieu of paragraph - A paragraph in lieu of a page Exercise: Armed with this 'murder your darlings' guideline, explore the copywriting efforts of your direct competitors, cherry-pick notable examples for inspiration and find instances of over-egged or redundant phrasing, then consider how you'd improve it. Doing this regularly will help streamline your copywriting and help you build more engagement with your content. ### 10. Eyes on the prize In the words of Shirley Polykoff: "Copy is a direct conversation with the consumer." Our fourth and final age-old copywriting principle is about empathy and focus. Keeping your eyes on the prize means never getting distracted from your goals and never speaking down to your audience—as explained here by the iconic David Ogilvy: Fail to speak to your consumers conversationally and on their level and you lose their trust straight away. Showcasing empathy and understanding with your content is an essential component of copywriting success. Remember: never patronize your audience, you're the one that's looking for the sale, after all. Here's an excellent example of conversational, empathetic copywriting from outdoor apparel brand, Moose jaw: Not only is the copy here simple and punchy while delivering direct value to its audience, it's also humorous and showcases a genuine level of understanding. It's communications like this that make Moosejaw one of the US's most popular outdoor retailers. Effective copywriting focuses on connecting with your audience on a personal level, while being as direct, honest and understanding as humanly possible. The rest is fodder. We hope these tips propel your copywriting success and produce more content-based wisdom. Now explore our guide to millennial marketing. ## Key Takeaways As a content marketer, you’ll always need to prove your work’s value if the company is going to give you the budget to create more in the future. When discussing content marketing with your peers and supervisors, it’s important to remember that the purpose of content is to build relationships for the long term. Even if content does not deliver immediate ROI, it very well could pay off exponentially over several months or years. By using these five tips, you should not only increase the efficiency and value of your content, but also be able to communicate your success to the relevant stakeholders. --- ### Fashion and Beauty Marketing Trends 2019 URL: https://www.taboola.com/marketing-hub/fashion-beauty-data-trends-insights-optimize-ads/ Last Modified: 2025-06-09 11:48:20 It's boomtime for fashion and beauty brands in the world of ecommerce. According to eMarketer, the two categories together are projected to bring in $173 billion in 2019 in the US alone. Unsurprisingly, online marketing activity for brands in fashion and beauty has intensified across search, social, and of course, discovery advertising(often called native). Taboola's new report, Fashion & Beauty: The Ultimate Guide to Discovery Campaigns, unravels data, trends, and insights based on the results from 26 trillion ad impressions. If you want to maximize the ROI of your discovery campaigns, the report is a must-read. Let's look at some highlights from the report. ## Content types Like most native advertisers, fashion and beauty marketers commonly run discovery ads linked to branded blog posts and product pages. However, pages containing photo galleries perform even better. The Taboola report compares results in 17 countries and they differ widely. The only obvious commonality is text-based landing pages outweigh photo and video-based landing pages by a longshot (based on spend). For your brand and market, there could be a big upside in promoting photo galleries and videos to increase click-through rate (CTR). ## Image styles The images you use are bound to impact the performance of your discovery campaigns. The report features data that shows conversion rate (CVR) and click-through rate(CTR) comparisons for: - Indoor vs. outdoor - Person vs. no person - Men vs. women - Color vs. black and white - Distance vs. close-up - Photo vs. illustration - Overlaid text vs. no overlaid text - And more Some of the results may surprise you… Yes, click-throughs escalate when food makes an appearance in the discovery ad's image. How do you like them pineapples? ## Keywords After images, all that remains of a discovery ad is its headline and brand. Obviously, the lure of your headline (or lack of) will have an immense impact on your CTR. The new discovery campaigns guide offers insights regarding performance for the most popular keywords for both the fashion and beauty categories. Specifically, it reports on: - Strong engagement keywords (high demand) - Strong competition keywords (low demand) - High opportunity keywords (supply and demand is factored) An example: The report reveals, for beauty ads, the word beauty has a negative effect on CTR. ## Timing Will timing affect your ads in the fashion and beauty categories? The data indicates it's not a huge factor. Data from the past three years shows spend spikes in the Q4 holiday season, but demand is relatively stable the other three quarters. The data shows CTR lowers on the weekend and that CTR peaks on Tuesdays. Note: the report features 17 days of the week charts by country. CTR doesn't change drastically by time of day but spend does. The numbers suggest fashion and beauty marketers have an opportunity to capitalize on late night shopping, when there's high demand for content and low competition. Again, in the report, data sets are also presented by country. ## There's more… Be sure to download a copy of the new Fashion & Beauty: The Ultimate Guide to Discovery Campaigns. There's plenty more in it including: - A smart targeting flow to optimize a campaign by audience - A smart targeting flow to optimize a campaign by site - Shopping subsegments worthy of testing - Data-driven tips to succeed with video - Ad performance across various devices --- ### How to Plan Your Digital Marketing Funnel in 5 Easy Steps URL: https://www.taboola.com/marketing-hub/marketing-funnels-plan-digital-marketing-funnel-5-easy-steps/ Last Modified: 2025-04-27 09:42:29 When was the last time you saw a Facebook ad, clicked, arrived on a product page, read positive things, and made a purchase? Odds are you have probably done so fairly recently, which means you have been sucked in and spit out of someone's digital marketing funnel – a multi-step system which guides a prospect towards a specific action in a non-invasive manner. Wait, what? Can someone please explain this in plain language? I got you. A digital marketing funnel is essentially the way you design your marketing system to guide potential customers from becoming aware of your business to eventually buying what you have to offer. The idea is to direct them towards the end goal in the most efficient way possible. I've had clients take months to finally make the decision to try out my services. After I educated myself on marketing funnels and created one for my business, things became different: I now get emails saying, “I've been visiting your site for quite some time. Do you have a moment to talk about an SEO project?" Additionally, the funnel has allowed me to weed out those who aren't truly interested in hiring my services. If you haven't set up a marketing funnel yet, NOW is a great time to take the leap and build one for your business. In this post, I will talk about the differences between traditional and digital funnels, educate you on funnel anatomy, and teach you everything you need to know to build your very first digital marketing funnel. Here we go. ## Digital vs. traditional marketing funnels. The traditional marketing funnel dates back to the 1800s when your only options to shop were local stores. Magazines and direct mails made you aware that a certain outlet had your favorite product in stock, and you'd simply go there to make a purchase. Comparison shopping was limited by geography. If you visited a shop to buy a product, you might compare alternatives on the shelf, but you were unlikely to head out and visit another store to find a new option entirely. It used to be the same with services: you had to visit a company's office to inquire about consultancy and usually paid a high fee because you couldn't find any other option in your area. The traditional funnel worked perfectly for a long period, but the rise of the internet has impacted it dramatically. Today, you can look up and compare thousands of competing products from hundreds of different supplies without leaving your home. You can also read reviews, browse coupons and have the order delivered at your doorstep. In case of services, you can request an online quote and take as much time as you need to make a buying decision because thousands of service providers from around the world are competing for your business. With so many options, companies had to start competing for buyer attention in new ways. This lead to the birth of the digital marketing funnel – a system that focuses on educating, engaging, and embracing the savvy consumer who experiences the act of shopping in new ways. The major difference between the two is that the digital marketing funnel focuses on the modern shopper, who'll go through many different touchpoints before buying a product or service. Hence, you need to not only ensure that all your digital interactions with potential clients are authentic, transparent, and valuable, you also need to have a correctly working funnel in place to get the most out of your marketing efforts. ## The anatomy of a digital marketing funnel. There are several variations of digital marketing funnels, but the one I like most has three fundamental stages: - Top of the funnel (TOFU) - Middle of the funnel (MOFU) - Bottom of the funnel (BOFU) Here's a quick breakdown of each: ### 1. Top of the funnel This is the stage where your potential customers aren't aware of your product or service, and your marketing efforts are all about introducing your company to as many people as possible. This can be done in several ways; blog posts on topics your target customers may search, sponsored ads, and podcast appearances are all fantastic ways to increase brand awareness. Your main goal in the TOFU stage should be to educate, inspire, and entertain your audience. ### 2. Middle of the funnel The middle of the funnel is where your target audience moves from having an awareness about your brand to showing an interest in it. They'll have your webpage open because you managed to impress them at the top of the funnel. Your job in the MOFU stage is to give enough value that your audience is willing to sign up for your newsletter. Once you get their emails, send them ebooks, case studies, and other tailored resources that showcase the benefits you can provide. This raises a target customer's interest in your business, which is key to preparing them for the next stage of a digital marketing funnel. ### 3. Bottom of the funnel The bottom of the funnel is where your potential customers are ready to spend money on your offerings. Your role here is to present your product or service in a way that inspires your audience to make a purchase. Things like limited-time specials and success stories can give prospective clients enough confidence to pull the trigger. When they do, you'll get a sales conversion. In most instances, the overall success of a digital marketing funnel is determined by the number of conversions it was able to generate. I found the perfect visual summary of these marketing funnel stages on inbound marketing expert Kevin Payne's website. It's worth noting that the marketing assets required to move the audience from top to bottom vary widely depending on their persona. For b2c customers, marketing assets might include an Instagram ad or an endorsement from a local celebrity. In the case of b2b buyers, marketing assets need to include things like detailed tutorials and industry reports. ## Building a digital marketing funnel (in 5 steps). Now that you understand how a digital marketing funnel works, use these five steps to build one for your business. ### 1. Create ads & content. The primary stage in a digital marketing funnel is all about awareness, so your first step should be to create ads and content. Objective informational and trust-inducing content will point the audience in the right direction and, hopefully, convince them to check out your website. The list of potential ads and content formats to consider is long: - Social media ads - Pay-per-click ads - Recommendation widgets - Blog posts - Videos - Social media updates - Quizzes - Checklists - Industry studies What goes into your ads and content will depend on who you're targeting: consumers or businesses. For b2c audiences, you can run Facebook and Instagram ads that talk up the benefits of using your product or service. Your blog posts can be witty, personal and upfront. Videos can be on general awareness topics like “how product x helps people get a good night's sleep." With recommendation widgets, you can project and amplify your offering to millions of potential customers across premium publishers. Here's an example of recommendation widgets in action. They display sponsored content alongside or underneath Business Insider's editorial posts. Upon clicking, visitors are sent to a landing page on the website of the brand who created the sponsored content. For b2b audiences, you'll need to revamp your strategy and/or activate additional channels. You can, for instance, run LinkedIn ads to reach a network of professionals. I highly recommend doing this because LinkedIn is highly popular among businesspeople. In terms of content, you can impress potential clients with data-driven blog posts, research studies and industry reports. You can also set up a recommendation widget to ensure your content goes out to the specific people you are aiming to reach. Findings from Clutch's 2017 social media survey revealed that LinkedIn is the most valuable platform for b2b professionals. If your awareness stage ads and content are compelling and helpful, it might inspire people to march onward into the next phase of your marketing funnel. ### 2. Build an enticing offer. If you want to build a digital marketing funnel that virtually fills itself with high-quality prospects, you need to create an offer that entices people to keep learning about your activities. For example, if I had a copywriting agency, I could offer an ebook titled “The Ultimate Guide to Ecommerce Copywriting." The goal of your offer is to capture the interest of incoming visitors by delivering something genuinely valuable. Doing so will incentivize them to enter their contact information and subscribe to receive additional marketing. Popular examples of offers (lead magnets) include: - ebooks - Webinars - Free trials - Case studies - White papers - Instructional videos - Reports - Cheat sheets - Free-to-use images - Mini-courses Again, the nature of your offer will depend on whether you're targeting b2c or b2b audiences. Business professionals would be likely more interested in white papers and case studies than in ebooks. If you're really keen on creating an ebook, make sure to include some numbers and industry-related success stories to keep prospects interested. Social Media Examiner, the world's largest online social media magazine, offers a free industry report in exchange for visitors' email. ### 3. Set up a landing page. Your landing page is the place where your target audience will arrive when they first click on your ad. It is meant to host your offer, demonstrate your expertise and help people get a better idea of your services, leading to the point where they're ready to invest in your solution. The best landing pages include: - A clear description of the lead magnet you're offering - Simple yet eye-catching visuals - A form for people to enter their contact information - Trust-builders like testimonials and security badges - A compelling CTA (call-to-action) Freshdesk's landing page has it all. You can see a lead magnet (free trial), eye-catching images, a subscription form, trust-builders (testimonials), and an enticing CTA (I'm certainly interested in signing up for free). The easiest way to create a landing page is to sign up for a tool that makes building and tweaking your landing page a breeze. I'm a big fan of Unbounce as it gives me loads of templates to choose from. Plus, I'm able to add, customize or remove page components with just a few mouse clicks. Use it to set up a landing page for your marketing funnel. If you want to truly grasp how to design a great landing page, check out this step-by-step guide. ### 4. Create your email sequence. Your email sequence is a series of messages that'll go out to people who sign up for your offer by submitting their contact details. The messages are typically sent in a series of four to seven over the course of about three weeks to nurture prospects and move them towards the bottom of the funnel. Create an email sequence to remind the audience of your existence and keep feeding helpful content to them until they're ready to buy. For example, the first email you send to a potential customer can include your lead magnet and some advice on how to get the most out of it. The second email can build on the things that were highlighted in the lead magnet. In the third email, you can send your subscribers a case study that shows the benefits of working with you from a consumer's perspective. The remaining emails can continue the trust building process until you send them an offer. The content of the email sequence will be different for a b2c recipient than for a b2b subscriber. A b2c email sequence can tap into the emotions of the consumer. They can be visually entertaining and include super high energy copy to provoke specific actions. On the other hand, a b2b email sequence requires thought leadership and needs to address the pain point of the buyers it is targeting. Essence of Email has a great article on the differences between the two. You'd also need to sign up for an email series provider that will automate your email sequence. I recommend AWeber as automated emails (they call them autoresponders) are one of its core features. Use AWeber to set up your email series and push visitors towards the final stage of your digital marketing funnel. Online Money Bee has a great tutorial on how to create autoresponders in AWeber. ### 5. Connect the dots. In order for your digital marketing funnel to properly work, you need to connect the different elements so that people signing up for your offer receive the lead magnet and your email sequence gets activated. Unbounce has an intuitive dashboard that you can use to set up your offer, connect your email service and add any tracking code so that when a visitor signs up the lead magnet delivery, tracking, email capture and message series are all automated. Both Unbounce and AWeber have great tutorials that will help you to connect each of these elements to ensure that your marketing funnel works like a well-oiled machine. ## Test away! Yes, the steps are done, and you have a digital marketing funnel in place. Now you only need to run a few tests to ensure it's set up correctly. Enter your own contact information on the landing page to check if your lead magnet is sent and that your email sequence works without any hiccups. Get a friend or two to test it as well. You'll want to do all this before driving any real traffic to your funnel, so you can have peace of mind knowing that it works. Value the funnel. Create something useful and offer it via the right channels and use a marketing funnel to nurture prospects if you want to impact your bottom line in a big, positive way. --- ### 8 Different Types of Landing Pages (And How to Use Them) URL: https://www.taboola.com/marketing-hub/types-of-landing-pages/ Last Modified: 2025-04-27 09:43:08 It is a known fact that businesses publishing more than 40 landing pages generate 12 times more leads than those with only 1-5 landing pages. But simply publishing pages doesn’t increase your chance of conversion. You must also make them relevant to the pre-click stage (search or display ad, email campaign, etc.) When you connect your ads with relevant post-click landing pages you ensure that the visitor knows they’ve landed at the correct place -- increasing the likelihood of conversions. By completing the post-click sequence with dedicated pages, instead of busy homepages or cluttered product pages, you make your ad clicks more worthwhile since you’ve already paid for the ad click. What also improves the possibility of conversions is knowing which type of landing pages to create for specific campaigns. ## The 8 primary types of landing pages There are 8 main types of landing pages you can create: - Splash landing pages - Squeeze landing pages - Lead capture landing pages - Sales landing pages - Thank you landing pages - Unsubscribe landing pages - Referral landing pages - 404 landing pages Each type performs a specific function and can be used in a particular place in your marketing funnel. ### 1. Splash landing pages Unlike the rest of the pages where the user lands on the page after clicking an ad, users see a splash page when you have a specific goal to fulfill. Asking the user about their language preference, verifying their age, or making an announcement are popular choices for slash plages. A typical splash page includes very little copy, a background image, and the message you want to convey. Here is how Budweiser uses a splash page to confirm the legal age of the user: Since splash pages often precede a website page they can be used at any stage of the marketing funnel. Contrary to other landing pages, splash pages are not meant for lead generation or get visitors to click-through to a form. They are simply used for announcements and to get visitors to select how they want to view your website. ### 2. Squeeze landing pages Squeeze pages are best used at the top of the marketing funnel to collect users’ email addresses in exchange for a free offer. This page is a short-form page that usually only requests a visitor’s email address so they can enter your marketing funnel. #### What's the Difference Between a Landing Page and a Squeeze Page? Squeeze pages are a type of landing page, but with only one goal. Typically, that’s collecting an email address. Squeeze pages are often shorter, simpler, and contain less images than other types of landing pages. Other types of landing pages provide more education, more images, and are typically greater in length. Since squeeze pages are light on content, they are mostly designed as pop-ups to capture user attention and feature the following elements: - A persuasive headline that informs the visitor about the value of the free offer. - Minimal copy providing some detail on the offer. - A short form that asks for the visitor’s email address (and in some cases their name). - A CTA button that tells the user what to expect next. - A clearly discernible exit or X button that allows visitors to close the squeeze page without submitting their information. - A privacy policy link that lets people see how the company will share their information, if at all. GQ’s squeeze page offers their newsletter in exchange for the user’s email address: Squeeze pages help you create the most valuable tool for nurturing leads and turning them into new customers -- an email list. ### 3. Lead capture landing pages Lead capture pages are the most widely used among this list throughout the marketing funnel because they are longer than a squeeze page, but not necessarily as long as a sales page (discussed next). For that reason, and because of their versatility, lead capture pages are commonly used by marketers in the middle funnel stages. What sets lead capture pages apart from others is its ability to collect leads via a form. To create optimized lead capture pages, it’s important to maintain a good balance between the ‘ask’ and ‘reward’ on the page. The ask includes the lead capture form and the reward is the offer you’re promoting to collect the leads. Make sure that the reward justifies the ask as well. For example, a page offering the top ten digital marketing trends for 2019 shouldn’t contain a long form. In contrast, a product demo should include more fields so your sales and demand gen team can qualify the leads more accurately. The number of form fields also depends on the user’s position in the funnel. At the top, lead capture pages shouldn’t have forms with extensive fields. However, once you have basic user information, and the user has entered the marketing funnel, you can then use longer lead capture forms on middle of the funnel pages to determine whether the user is actually interested in your product/service. Monday.com just asks for the user’s email address to get started with their project management solution: Whereas Quip uses a longer lead capture form on their demo landing page: Lead capture pages allow you to collect vital information about your potential customers, which helps you create relevant marketing messages they prefer and respond to. To create optimized lead capture pages always be wary about the length of the lead capture form. Only ask for information that’s absolutely necessary for a particular offer. In the end, optimizing lead capture forms ensures there is no friction hindering the conversion process. ### 4. Sales landing pages Sales pages are typically used at the bottom of the funnel and are often the toughest to design because they have to persuade people to buy. That’s because convincing someone to pay for an offer is a bigger ask than simply asking for their email address. Sales pages can be short or long depending on your product or service and the amount of information it requires to explain the value to users. Generally, the more expensive or complicated your product or service is, the longer the page design (vice versa). Regardless of the page’s length, it should contain a detailed pitch of your product so you can persuade visitors to become customers by clicking the CTA button. That said, sales pages are usually longer than the other types of landing pages since they require more information to persuade visitors to buy the product. The Renegade diet sales page is a long-form sales page that features information what the program can do for users, includes an FAQ section, an about section, customer testimonials, a guarantee seal, and of course an add to cart CTA button: To create a sales page that visitors convert on, be sure to add landing page elements that are optimized for your audience segment and provide the necessary details for your offer. ### 5. Thank you landing pages Consider thank you pages your lead-nurturing best friend. This is the page where someone is redirected after they’ve filled out a form, entered in their information, or made a purchase. Your thank you page has the opportunity to either move a lead further down the funnel, or set you up for a repeat customer. There are several ways to do this, including recommending content for your lead to consume, listing other products of services offered, or as Segment does, you can take an opportunity to share social proof and reassure a lead why signing up or making a purchase was the right decision. ### 6. Unsubscribe landing pages The unsubscribe page presents a unique chance for a win back. This page is wide open to infuse personality, more granular options to prevent a general unsubscribe, and more. When done right, unsubscribe pages can turn an unsubscriber into a loyal customer. See here how Bonobos uses their unsubscribe page to check in and give a chance to customize email preferences. They also cleverly include a rotating photograph featuring their clothing to give customers one last chance to see what they might be missing if they opt out of email communication. ### 7. Referral landing pages Having customers or clients loyal enough to recommend you to their friends is a big win, but where exactly you send those friends once the referral or recommendation is made can help take your win to the next level. A good referral landing page confirms all of the praises a potential customer’s friend has sung about you, and makes them feel confident that they’ll like you enough to purchase, too. GREATS does this excellently, with a simple layout, a clear CTA, and the fun visual element of a shoebox waiting to be opened. ### 8. 404 landing pages Okay, you might be thinking ‘isn’t a 404 page just an error page?’, and you’d be correct, but it’s also a page rich with opportunity to take a potential customer from lost to loyal. A strong 404 page is not only on-brand, but is actually a place to put brand voice on display. This can be done through humor, an interactive element, or even just by simply being helpful and human. One example of a brand with 404 page personality is IMDB. Featuring a rotating cast of quotes different every time you hit refresh, IMDB lets you know you’ve come to the wrong place, links to their homepage, and manages to stay totally on-brand by transforming a famous movie quote into a quote about a 404 error. Oh, and they don’t miss the opportunity to link to that movie’s IMDB page, either. ## Choose the right type of landing page to increase campaign conversions Using optimized post-click landing pages in your ad campaigns makes you better equipped to convert prospects. Plus, the type of offer you promote and where the user is in the funnel helps you select the page type and how to design it. When users arrive at the right type of landing page after the ad click, the chances of them converting is not only a possibility but a reality. --- ### Publishers Continue Stepping Up Native Advertising Services to Meet Demand URL: https://www.taboola.com/marketing-hub/publishers-native-advertising/ Last Modified: 2026-06-22 08:50:00 “Publishers are well aware that if native advertising is to be a long-term solution, they must deliver tangible business results to the brands.” Jesper Laursen and Martha Stone, co-authors of the Native Advertising Trends report, came to this conclusion in the 2016 edition of the report. They also stressed: - The native advertising industry is developing fast. - Advertisers “jumped in deep.” - Publishers are diving in too. The 2018 edition came out in December. Let’s unravel some of its highlights and see where we are now based on data collected from 148 news media executives from 53 countries. ## Native advertising as a percent of revenues. The report from 2016 predicted in three years, the percentage of native advertising compared to overall advertising revenues is expected to grow by 127%. - At that time, the survey’s respondents said 11% of their companies’ revenues were from native advertising. - It’s not three years later; it’s two. The 2018 report shows 20% of revenues come from native advertising. So the actual growth, by this measure, is 82% thus far. The 127% prediction may come true. The 2018 report made another prediction looking forward three years: the percentage of revenues will grow to 36% in 2021. Now, let’s set the predictions and actual survey results aside and talk big picture. Native is experiencing solid and steady growth. Demand’s climbing. Publishers are trying to respond. 53% offer native advertising services now. Most that don’t are now planning operations to seize the opportunities native advertising presents. It’s an important priority. ## What’s happening in native advertising services? The 2016 report’s data showed one-third of publishers have already established a native ad studio. The percentage of publishers offering native advertising studios jumped to 42% in 2018. As you see above, 29% have a separate native advertising team. Let’s see what products and services publishers are offering agencies and brands… Interesting… In-house studios are digging in and delivering an array of media services. More than 50% provide customers written content, video, multimedia storytelling and infographics. 47% offer strategy services. The content being created by in-house media studios serves various stages of the buyer’s journey, though top-of-the funnel content holds the lead. ## How publishers sell native advertising. Less than one-quarter of the publishers in the survey had a team dedicated strictly to native advertising sales, however… Native advertising is usually sold in combination with traditional advertising… … And it’s priced HIGHER. ## Is native advertising working? As you’ve gathered, if you ask the publishers that sell—and in most cases create—native advertising, they’ll tell you yes, native’s working out great for publishers. They’ll also tell you… Native advertising is working for advertisers. And readers enjoy it. ## What’s getting measured? Metrics, KPIs, reporting… Now here’s a topic that’s bandied about often, evolving regularly, and a bit tricky to unravel. That said, the report did a good job of gathering insights regarding native advertising KPIs used by publishers. Audience engagement ranked first, though it seems like a bit of catch-all to me. Traffic, which is not only important but also plain and simple to understand, is measured by 71% of the publishers surveyed. ## Challenges remain. As they did in the first two annual reports, the authors of the 2018 report return the narrative to a perpetual problem: labeling native ads. The report says 9% put no label on native advertising. They say the number is slightly more encouraging from years past, but the industry shouldn’t settle for anything other than 100% of native ads being accurately and obviously labeled. Let’s close by zooming in on the top five challenges publishers face in the booming native advertising arena: - Training the sales team - Convincing advertisers to tell real stories - Explaining native advertising to advertisers - Producing engaging native advertising content - Proving the effectiveness of native advertising I think tips for addressing these challenges would make a great sequel to this post, don’t you? Stay tuned. NOTE: Special thanks to the Native Advertising Institute and the World Association of Newspapers and News Publishers. --- ### Science Proves Slo-Mo in Your Video Ad Can Boost Brand Awareness URL: https://www.taboola.com/marketing-hub/slow-motion-video-brand-awareness/ Last Modified: 2025-04-21 10:40:18 Using slo-mo in your video ad increases the viewer’s attention, evokes positive emotions and (weirdly enough) gives the perception that time is flying. It’s one of those techniques that directors use in popular television series' to hook their audience and that video marketers—especially those who are focusing on brand awareness—are starting to capitalize on too. ## BCBG Max Azria is using slo-mo in their video creative. BCBGMaxAzria has recently promoted a gorgeous video ad showcasing their new fall/winter collection. Their video includes day-to-day scenes in a woman’s life. She’s doing things like walking up the steps, taking something out of her purse, looking at her watch and chatting—but there’s something else impressive about the video aside from the exquisite fashion: a luxurious and almost emotional feel. This feeling happens because a large percentage of the video is in slow motion. Slow motion is an easy technique that can be applied to most video creatives. For the best effect, test slow motion in scenes that are most crucial for you in your video, like right as your product appears on screen, or in a scene where you want consumers to pay extra attention. ## Bumble uses slo-mo in their Super Bowl ad. Bumble’s Superbowl ad is another great example of slo-mo usage. In the 60 second video, Serena Williams discusses powerful women. Slo-mo dramatizes the message even more. ## More consumer attention means more brand awareness. A series of eye tracking studies analyzed how participants responded when watching a slow motion video. They also measured the same video in natural speed, and found evidence that participants watching the slow motion version attended to more details—this was even stronger when combined with music. The study was specifically focused on the effect of music. In BCBG’s video for example, music adds to the success they’ve found with their campaigns. In a world where marketers are in a constant battle for consumer attention—especially when the devil is in the details—adding this technique to your video ads can go a long way. Not only does slow motion improve brand awareness, it incites positive emotion when used right. ## The slower the motion, the more positive emotion. To explore what else is being impacted by slow motion, those same researchers decided to ask the participants questions after they viewed the videos. Participants felt more positive after watching in slow motion as opposed to natural speed. Not only did participants feel more positive, but they felt like less time had passed. When asked how long they thought they were watching the videos, they underestimated by over 4X. Time really does fly when you’re having fun, or apparently when you’re watching slow motion videos. ## Marketers are using this tool to discover other video trends In addition to exploring video strategies like slo-mo, and in an effort to support video marketers with creating powerful videos that will resonate with their audiences, we recently added video trends to our trends website. This tool analyzes all of our network’s most recent videos and looks to identify common trending action types, like eating, stretching and driving. It also determines trending video characteristics like black & white vs. color, man vs. woman, and animal vs. no animal. When a brand’s main goal is to create positive micro-branding memories, a positive association with video ads is crucial. Marketers who want consumers to associate positive feelings with their brand are integrating slow motion scenes into their videos. --- ### Marketing Campaign Management: Tools and Tips for Effective Campaigns URL: https://www.taboola.com/marketing-hub/campaign-management-advanced-process-guide/ Last Modified: 2025-04-01 08:55:30 Effective marketing campaigns don't materialize out of thin air. They rely on a unique combination of creativity and science. To accomplish your company's marketing goals, as a campaign manager it's your job to find the perfect balance of these two elements. A 'set it and forget it' approach won't help you get results. Campaign management is a process that is ongoing and never-ending. A campaign can always be improved. It's a circular method of testing, optimizing and testing again. And again. Continually evaluating and learning from the successes and failures of past online-marketing campaigns is what puts you on the right path. ## Successful Campaign Management Starts with Goals Before you start launching any campaigns, you must have a full understanding of your company's marketing strategy and key performance indicators (KPIs). - Do you want to increase sales or downloads? - Are you trying to increase brand awareness? - Is the goal to improve retention or cross-sell products? Campaign management is all about knowing what you want your ad campaign to achieve and then checking the metrics that relate to those goals. Most companies run multiple campaigns across a variety of platforms, so you must understand the ins and outs of each channel. A campaign that performs well on one platform might fall flat on another. Running a campaign with a blog post on Facebook, for example, could resonate with your target customer, but run that same blog post on a native-advertising campaign and it could be totally ineffective. Similarly, an ad might work well with women aged 25-45 on Twitter, but not perform well with the same age group on LinkedIn. You must have a deep understanding of who your audience is and which platforms appeal to different audience segments. When you combine that information with appealing ad creatives, you can optimize each campaign's KPIs so that it performs as best as possible for the KPIs you monitor. ## Campaign Management Tools Before you begin thinking about campaign optimization, you must have all the right tools in place. These are your go-to sources when it comes to reviewing analytical data and performance. Check these tools daily to stay on top of campaign performance. The campaign-management tools that you use will probably depend on what your company has in place and what the budget is for purchasing additional tools. ### Customer Relationship Management Software If your company uses a customer relationship management solution (CRM), such as Hubspot or Salesforce, to store its customer data, use that software for your campaigns too. CRMs allow you to create landing pages, easily segment customers and, most importantly, understand your campaign data. They also come with plenty of pre-made reports to help you track performance and your campaign's return on investment (ROI). ### Platform-specific Dashboards Each advertising channel supplies its own dashboard for launching and optimizing campaigns, as well as for reviewing the results and the campaign's impact. You can select the metrics you're most interested in and export your campaign data into Excel for further analysis. Platform-specific ad managers and dashboards are great if you don't have a CRM, but you must collect info from every platform and look at it all together – not in a silo. ### Google Analytics Google Analytics can serve as a one-stop shop for tracking the success and ROI of all of your campaigns. By adding tracking codes to all of your campaigns and setting up 'goals' in the platform, you can track a campaign's performance and know which channels are driving the desired actions and at what cost. Although the wealth of the information you get from Google Analytics is worth its weight in gold, it is a complex system. If you're not familiar with it, you can learn more through Google's Analytics Academy. Now that your toolbox is ready, it's campaign time: ## Ready, Set, Launch When you have put together the creative elements for your campaign – copy and calls-to-action (CTAs), content or landing pages, and graphics – it's time to run your ad on your chosen platform. When your campaign is live the real campaign management work begins. ## Campaign Optimization ### When to optimize Think of the initial campaign management phase in terms of monitoring. Your campaigns need to run for a set amount of time before you can see results. It's nearly impossible to have an exact timeline because platforms and budgets can significantly impact on how quickly actionable data is available. Campaigns with large budgets may give you insights daily, whereas smaller budgeted campaigns can take longer to deliver enough data. Native-advertising platforms often recommend letting your ad run for a week or more before making any decisions. You must continually check on an ad's performance and determine when you've collected enough data points to begin optimizing. It is not necessary to decide really quickly, but a hard and fast rule when it comes to timing is never to wait until you run out of budget to start optimizing. You'll be throwing all your money away. Optimization needs to happen when you still have a budget left so you can continue to shift money towards the campaigns meeting your KPIs. Review your online-marketing campaigns at set intervals and be prepared to make changes quickly. ### One Element at a Time, Always Since you're likely to run multiple versions of your online-marketing campaign from the get-go, pretty quickly you'll be able to see which ones are reaching your goals. That's when the fun part – campaign optimization – begins. It's like one of those levels in Candy Crush when you have a limited time to reach a certain point total, except in this version the point total is your KPI, and the timer is your campaign budget. Remember, campaign optimization comes in many forms. You'll likely need to do a lot of testing before you find your sweet spot. ### Optimizing Creative Aspects One place to start the campaign optimization process is your creative. The key here – and with all optimization – is to A/B test one element at a time. That could mean trying out different graphics while keeping the content exactly the same, for example. Maybe your campaign had a high number of impressions, but your audience wasn't taking the next step by downloading your app or signing up for a demo. This could indicate that there's a problem with your CTA. Which creative elements can you test? Here are a few to consider: - Copy: Is it compelling? Too long or too short? What about your headline? - Graphics: Do the images in your ads, on landing pages and elsewhere speak to your audience? - CTAs: Is the action explicit and easy to see? Should it be moved to a different place on the landing page? ### Optimizing technical aspects Beyond creatives, what else can you optimize? Just about everything. Consider checking: - Audience targeting: Did you choose the right audience? Is it too broad or too narrow? - Locations: Are specific geographical locations outperforming others? - Days and times: Do weekdays bring more conversions than weekends? Are there differences between mornings and evenings? - Devices: How are your campaigns performing on mobile, desktop and tablets? - Keywords and negative words: Are there specific keywords that are not performing well? Sky City Lights Night Usa Map Space Satellite ### Campaign Optimization to Meet KPIs Always remember, you are optimizing your campaigns to achieve your KPI. Optimizing metrics that don't align with campaign objectives is a waste of time and money. Knowing which metrics are the most relevant to your campaign is critical. - If you're running a conversion-based campaign, focus on metrics such as the click-to-conversion rate and cost-per-conversion. - If you're running a social-media campaign and the goal is to increase your followers, then you need to look at the cost-per-fan (CPF) and know what the click-to-like rate is. As you discover which ads are meeting your KPIs, shift your budget towards those and continue refining and optimizing. It's all part of the campaign management process. ## Presenting Your Campaign Results At some point, you'll need to present all of your hard work to your boss. Showing the higher-ups the successes you've had and the impact you've made is just as significant as the daily campaign management work you do. Executives are always most interested in the budget spent and how it relates to the campaign outcomes. It's not enough to show that you brought in 200 leads. Although this could be a substantial number, make sure you're prepared to show the cost per lead. Consider whether your superiors like to see hard numbers in Excel or are whether they are more likely to understand graphs and visual charts? Having this answer ahead of time will put you on the right track. In either case, present your results in terms that your boss will understand and according to the KPIs. ## Wrap Up The perfect marketing campaign doesn't exist. Campaigns can always be improved. Iterations and continuous optimization are the ways forward, no matter how well (or poorly) your campaign does. Learn from your wins and most importantly from your losses. Remember the following every day: - Know your campaign objectives ahead of time - Know your audience, your platforms, and your campaign tools - Give your campaign enough time to produce valuable results - A/B test campaign elements as much as possible – but only one aspect at a time - Always optimize campaign elements that help you to reach your KPIs - Present your results in terms of achievements and budget --- ### How to Reach Millennials—Your Guide to Effective Millennial Marketing URL: https://www.taboola.com/marketing-hub/marketing-to-millennials/ Last Modified: 2025-05-14 12:33:30 “The brand who first finds the key to unlock the door to discover the mystery behind this group wins. Others will surely perish.” ~ Brian A. Kuz, CMO, Talking Rain Beverage Co. Missing the mark with millennial marketing isn’t an option. The generation—now ranging from ages 22 to 37—is projected to reach 73 million in the U.S. in 2019 and overtake boomers. While millennials (also known as Gen Y) may not be “digital natives” to the degree of the Generation Z population born since, they came of age during the digital revolution. They’re highly tech savvy and witnessed the proliferation and widespread embrace of mobile phones, social media and Internet-based, well… everything. As a marketer, it’s the buying power of the generation that makes it loud, clear and obvious you need to understand the keys to marketing to millennials. Breathtaking stats presented in a report from Futurum Research says by 2020: - 50% of the world’s workforce will be millennials - The buying power of the generation will reach $1 trillion ## Do millennials all behave the same? It’d be naïve, of course, to label a generation representing close to 2-billion people a single demographic. However, it’d downright irresponsible not to study the common behaviors of this massive segment of the population, attempt to anticipate their preferences and execute marketing strategies accordingly. Now, please understand, I’m no millennial. I’m a boomer. But I’m a marketer that does my research, so I read a ton of content to put this post together and concluded experts have extracted a significant number of common insights bound to help you prepare to master millennial marketing. Let’s unravel the ones I know to be true now. ## Getting inside the mind of the millennial. There’s no magic bullet for marketing to millennials, but understanding the following ideas will certainly help you understand more about who you’re dealing with. ### Tough tech love Millennials appreciate tech because they saw it grow up as they did. They’ve also seen numerous networks and devices bomb (e.g. MySpace, Vine, Google+). Though most are power users of digital do-dads, they’re less addicted than the Zs. When you get right down to it, they don’t blindly swear allegiance to every last digital tool, but instead, favor services that offer practicality, utility, fun, savings, and convenience. In short, millennials value technology when it delivers value. And so: - Ensure the ideas you plan to market to millennials have an obvious purpose and highlight their value. ### Advertising adversity New media has helped make millennials master fact-finders. It’s made them relentless rejecters of traditional advertising, which they both filter and ignore. Their BS detectors are strong. Their trust is far more challenging to earn than generations before them. They’re receptive to authenticity and customer experiences that are consistently rewarding. And so: - Don’t sell to them. Rather, make them feel like a part of a community. ### Buying in an omnichannel world Millennials get into hybrid marketplaces. That is, they appreciate brands that enable them to live on both sides of the line, experiencing the best of both digital and analog as they shop. And so: - Enable customers to connect channels, touchpoints and experiences throughout the buyer journey. Brick and mortar locations should serve not only as points of sale, but more importantly, customer experience outposts. ### Loyalty ain’t dead No doubt, millennials shop carefully and are ready to change allegiances when they’re less than satisfied, but they shouldn’t be perceived as adverse to brand loyalty. They’re known to be tribe-driven and therefore seek validation from like-minded peers. And so: - Strive to create person-to-person engagement across channels and deepen relationships. ### Making a difference matters Millennials are eager to be active participants in making the world a better place. Far more so than boomers, millennials are willing to pay extra for products and services from companies dedicated to social and environmental change. And so: - Prioritize the values that are important to your business, industry and consumer and lead with them to activate an audience.   ### Expectations on the social scene Millennials crave engagement via social media, but that should not be mistaken for being faithful to everything you blast forth. They tend to have fine-tuned authenticity detectors and reject content they deem to be superficial. They don’t want to be marked to via social; they want to be supported. And so: - Your brand should pursue the most human and authentic paths possible with a combination of social listening, engagement, community and content. Don’t just offer social media; be social. ### Phone first Millennials are mobile consumers tapping mobile devices for hours each day. Research indicates they spend more time interacting with their phones than other people. Advertisers have reacted accordingly. Mobile ad spending has dwarfed desktop. But here’s a rub, a serious one…     I’ll process this data for you fast: According to comScore, a 49% gap exists between share of minutes on mobile versus share of e-commerce spend. And so: - Execute a mobile-first millennial marketing strategy taking advantage of digital technologies that ease the path the purchase, offer gamification, deliver in-store offers, and personalize the experience. ## Your millennial marketing tip sheet. You’ve got into the mind of the millennial. It’s time to turn these insights into action. ### Create visual content Millennials devour visual communications but are often said to have short attention spans. Instagram, Pinterest, SnapChat and Tumblr—all visual platforms—have enjoyed explosive growth in the current decade. ### Feature user-generated content The authenticity that’s part and parcel with user-generated content makes it far more credible than traditionally branded content of the highly promotional variety. According to Curalate, 69% of the top three photos shared by brands on Instagram came from fans. Also, you can showcase your images your fans create via a gallery on your website. You might place user-generated images on your homepage, product pages, microsites and more and add shop/buy buttons to turn UGC into a powerful sales driver.   ### Sell the experience Selling your product only is selling yourself short to millennials. Millennials crave experiences. They capture them and share them. How can your brand foster an experience worthy of their fanfare online and off? How can you invite your customers to star in your communications? “When your consumer can relate to your content in an authentic way—in this case and honest look into the brand experience—your brand message goes a lot farther.” ~ Colie Edison, VP marketing, Bowlmor AMF     Herschel Supply Company keeps it real on Instagram by presenting collections of authentic content posted and hashtagged by their customers.   ### Create shareable stuff Some say social is the new SEO. Clearly, millennials care about their social status and share their personal information with others. Brands should respond by creating a brand experience that facilitates social sharing. Give your customers a platform to spread the word about your brand.     The Nike+ running app makes it easy for customers to share the progress of their training programs with their friends. ### Make shopping a snap (or tap) For so many millennials, Instagram has become the most important social channel influencing products they like and buy. If your brand goes all-in on Instagram, you can employ tools to turn your Instagram feeds into shoppable galleries. Fans can quickly go from admiring a post on Instagram to your product page. ### Conduct contests and giveaways Millennials have demonstrated they love a challenge and respond well to online contests as well as giveaways. Photo and video contests are especially compelling and motivate millennials to participate. Make the prize attractive and the contest interesting and you’re likely to find your millennial customers sharing their entries with their friends and followers.     The Chubbies 2018 Man Model Search, created with the ShortStack platform, sparked participation from entrants and voters across the “Nation of Chubsters.” ### Respond fast Millennials will ask questions on social media channels. And yes, in addition to lavishing praise on your brand when they’re pleased, they’ll speak up when they’re not. Your company should be ready to respond—and fast—to the good, bad and inquisitive.     The co-founder of beauty products company WUNDER2 claims a team of 15 people ensures customer questions are answered on Twitter, Facebook and Instagram in minutes. ### Tap influencers Getting influencers to plug your brand has always been a smart way to speak to the hearts and minds of your potential buyers. And though millennials may not be adverse to celebrity endorsements, they are notably drawn to authentic, relatable people. They appreciate the unfiltered honesty of bloggers, vloggers, and YouTube personalities. Many influencers—including millions of less-than-famous social media micro influencers—have sizable, active followings of potential buyers who pay attention to their blogs and social media feeds. When an influencer posts an image of your product, they not only drive awareness but also inspire their tribe to further engage and share. ### Do good Millennials want to make a difference. They’re racially diverse, tuned into social issues, and prone to support the causes they believe in. Clearly, you can inspire millennials to engage when your brand supports a meaningful cause. A 2014 report on the impact of millennials revealed 87% donated money to an organization that supported a cause they were passionate for. “More likely to embrace brands making a difference, millennials want to align themselves with organizations doing good in their world and use their purchasing power to support companies that have similar values.” ~ Julie Turner, VP marketing, Camp Bow Wow   You can’t visit the MethodHome.com website without learning how committed the company is to making the world cleaner, greener and more colorful. ### Take a stand You can appeal to the socially conscious generation of millennials by standing for something.     Research by Kantar Consulting shows 61 percent of millennials (and those born after them) show a preference for brands that take a point of view and have a positive impact.     Toms, the shoe brand that is now the stuff of legend for supporting those in need, also rallies its audience around urgent causes. A statement on their current homepage reads, “The only way forward on the issues that matter is together.” The page also states, “Your purchases have helped give 86 million pairs of shoes to children in need.” ### Get them involved in product development Millennials tend to show interest in becoming product co-creators. Brands that enable them to become part of the process succeed in building relationships with fueling their self-expression and forging relationships.     A page on the Betabrand website reads, “We socialize new products to market.” This crazy cool idea actually involves the customer in the development of the clothing. Customers submit design ideas, vote for the concepts they like and those that submit winning designs receive a percentage of the sales. ### Create a loyalty program I found a page featuring a massive list of data regarding millennial loyalty, which was an eye-opener, and cited, from Forbes: 86% of Millennials join loyalty programs. Another stat read, “60% of millennials said that they are often or always loyal to brands that they currently purchase.” However, millennials don’t just want traditional punch-card programs. Loyalty programs that win-over millennials transcend the transaction and deliver genuine experiences, customer engagement and convenience.     The Marvel Insider program effectively creates a community. Notice how it features a gamification idea whereby participants achieve new levels of fandom. You rack up points not only by buying but engaging on social, reading articles, watching videos, taking surveys, and checking in at movies and events. You can imagine the user-generated content “mileage” Marvel gets with all these great ideas. ### Allow them to rent or subscribe Renting is all the rage with millennials. They like to subscribe. As such, more and more brands are looking at a “user,” not owner, model now. This is how things work in the digital age, right? Like I said, I’m no millennial, but I recall the days when I frequently bought concert DVDs. I still watch concerts, but can’t remember the last time I bought a DVD, or even played one. I stream them, of course. (If you’re 22, you’re probably thinking, “What’s a DVD?”) Think about Zipcar, Airbnb. Spotify. The trend extends into clothing—and just about everything.     RentTheRunway.com is an extraordinary example of the new subscription model. Their site promotes that the service allows you to “buy less, wear more.” ### Present tasty design Millennials are visual creatures and, of course, all over today’s many visual platforms. Marketing to them can be as simple a modernizing the design of your product or its packaging.     Campbell Soup aims to heat-up sales by launching new products in contemporary packages that complement the personality of millennials. ### Present videos Video is a critical ingredient of millennial marketing. According to Animoto, 80 percent of millennials consider video content when researching a purchase decision. Also, 76 percent of millennials follow brands on YouTube. ### Humor them The millennial generation values humor and laughter. Play to this preference. Humor doesn’t just make a brand interesting; it makes it worth sharing.     A favorite example of mine in the realm of humorous digital marketing is the now famous Poo-Pourri campaign featuring videos such as “How to Poop at a Party” and “Girls Don’t Poop.” ## The real deal Not only are millennials the real deal in terms of buying power and sway, the best way to summarize where they’re coming from is they want the real deal. Reality. Honesty. Integrity. Meaning. Millennials deflect brand-centric marketing babble in favor of all things authentic. I’ll conclude with one of the most simple and succinct ideas I gathered while researching for this post:  “Be transparent and meet them where they are.” --- ### Content Promotion Strategy: 44 Ways to Amplify Your Reach URL: https://www.taboola.com/marketing-hub/content-promotion-tactics/ Last Modified: 2025-02-06 11:02:05 You put a lot of thought into forging smart content strategies for your clients and producing great content. However, some significant questions loom: - Is the content reaching enough potential buyers? - Are the brands you work with realizing the ROI they seek? - If not, will they continue placing their trust in your services? These questions beget more questions: - Does your content marketing plan include a solid content distribution strategy? - Are you investing the time and effort it takes to rise above the noise on the most relevant content distribution channels? Given the immense overload of content pouring into cyberspace each day, it’s dangerously wasteful to NOT have an effective content distribution plan in place to amplify reach. I hereby call all content marketers to face an undeniable reality: Creating great content is only the beginning. You’re unlikely to see any results until you master content distribution. But… there are soooo many media channels now. It’s not like you can just click the content distribution network button and watch the traffic roll in and conversions spike. What you can do is look at each “suit” in the content distribution deck of cards—that is, paid, earned, shared, and owned—and pursue the content distribution strategies you believe to have the highest potential to produce winning results. Want the magic formula? Sorry, no such thing exists. However, what does exist—and what I hope you’ll find immensely useful—is this guide to content distribution strategy and long list of tactics and ideas. A 2018 survey by MailMunch shows how the content distribution is split across seven broad digital content distribution strategies. Interestingly, four consume more than three-quarters of the pie. ## Online advertising ### Content discovery networks Paid distribution took fifth place in the study cited above. If you want to give your clients assurance their content can reach X number of people and earn Y clicks for Z dollars, a wide scale content distribution platform such as Taboola should top your go-to list in the paid category. Taboola isn’t the only content discovery platform but is trusted by thousands of brands because it reaches more than one billion relevant users monthly via a network of premium publishers. ### Sponsored content As defined in our guide to advertising terms, sponsored content is a form of native advertising that appears in an online publication and resembles the publication’s editorial content but is paid for by an advertiser and labeled as such. Sponsored content is a type of native advertising because it’s, well, sponsored. You can think of it as a content creation and distribution strategy at the same time. ### Google Ads Google Ads (formerly Google AdWords) falls in the “search engine marketing” (SEM) category and is the most used network for paid content promotion. The network targets audiences based on keywords entered when performing searches and collects fees based on a pay-per-click (PPC) model. Ads appear across 2 million websites on its display network and on the results pages of billions of daily searches. ### Retargeting ads Retargeting (or remarketing) works in different ways depending on the content distribution network you’re using, but the general idea is to target people who have already shown interest in your brand and bring them back to your website. ### Facebook ads Facebook has a massive audience and for many reasons—targeting, efficiency, flexibility and more—Facebook advertising remains a favorite choice for paid content distribution. It’s wise to invest your Facebook ad dollars in your best performing content. Contrary to the most popular form of Google Ads, Facebook ads are visual. Of course, in addition to Facebook, there are many paid content promotion programs across the social sphere, including: ### Instagram ads Instagram offers ads in a variety of visual forms including video. You must have a Facebook Page and business profile on Instagram to get started. ### Pinterest ads Pinterest claims 61% of Pinners have made a purchase after seeing business content on Pinterest. Ads are part of the native Pinterest experience and look like regular pins. ### LinkedIn ads LinkedIn ad formats include sponsored content, sponsored InMail and text ads. Because LinkedIn is a business-only network and its ad programs are highly targetable, many B2B brands promote various types of content on the network. ### Twitter ads Twitter’s also strong in the ad targeting department and requires no minimum campaign spend. ### YouTube ads Want to reach teenagers? Check out YouTube’s dominant position and consider its video advertising platform. Of course, there’s YouTube content about everything so you’ll find the audience you seek—young or otherwise. Plus, with YouTube, you pay for a view only if the viewer watches for 30 or more seconds. ## Influencer marketing Should a content distribution planner file influencer marketing under paid, earned, owned or shared? That’s a tough one. You saw in the data presented earlier, influencer marketing now carves the largest slice of the content distribution strategy pie. However, it’s done—and defined—in different ways. I’ll simplify here by separating paid from “organic.” ### Paid influencer marketing Like it or not, the practice of paying people with sizable social media followings to promote a brand has become a big business. According to an April 2017 study from ANA and PQ Media, it’s projected to reach $101 billion by 2020. While paid influencer marketing can be a bit dodgy, there are indeed many above board content distribution services, tools, and networks that manage the process of partnering with influencers. So, if your content’s a cookbook, you may want to put some prominent cooking experts on the payroll. If you have a fashion guide to distribute, I do indeed believe there are bloggers, Instagrammers and YouTubers out there that would be ideal to help expand your reach. ### Organic influencer marketing Another take on influencer marketing does not involve compensating marketing partners. It’s person-to-person PR. You invest time and effort into building relationships with real influencers whose expertise comes from a track record of expressing objective and highly credible points of view. The rewards come in the form of mentions, backlinks, endorsements, recommendations, and perhaps, mutually beneficial efforts to create and/or promote content. ## Email You work hard generate leads and email lists for clients, which is a marketing asset you do indeed own. In fact, the quality of your content is probably what most affects the size and growth of your list. Are you using it effectively for content promotion? There are numerous ways to do so, including: ### Email updates Perhaps one of the most simple and inexpensive content distribution strategies is to alert your subscribers when you’ve published new content. Doing so can be easily accomplished with most marketing automation platforms. ### Newsletters or digests Your email-based content distribution strategy can also include digests or email newsletters that list multiple content assets. Handle this however it suits you (and your publishing schedule): - What we published this week/month/quarter year - Highlights from a specific time frame - A collection of content covering a specific topic ### Lead nurturing Marketing automation obviously provides insights into what prospects and customers read and download. You can apply this data to promote related content. To put this simply, you could respond to readers by sending notices that say “if you liked that you may like this.” ### Email signatures An amazingly simple content distribution tactic is to promote new, timely or even evergreen content assets via email signatures. Ask your clients to update their email signatures with the latest posts. ## The website and blog There are an enormous number of opportunities to promote your client’s content on their brand’s website and blog. ### The sidebar Does the company’s site have a sidebar? It can be the ideal place to showcase “most popular posts” or present any type of content by category, recency, or popularity. ### CTAs in your posts and pages Promote related content in your posts and pages. This can be done in a variety of ways with graphics, callout boxes, simple links and more that function as calls-to-action (CTAs). ### At the bottom of the page Free plugins (such as Disqus) and value-added features in content management systems and themes make it easy to automatically append your pages and posts with listings and links to additional relevant content. ### Sticky stuff All sorts of applications make it easy to promote content on websites with welcome screens, pop-ups or slide-in offers invoked by exit intent, scrolling or a specific time on page. Also, you can create a sticky content promotion by installing a header bar. ### Thank you page Here’s a tactic you may be overlooking. The site and brand likely has various lead collection tactics in play and subsequently delivers thank you pages. These pages (and triggered emails that may follow) can promote any or all content you deem relevant and potentially useful in the sales funnel. ### Chat and chatbots I’m thinking: (1) you’ve noticed the immense popularity of on-site chat options, (2) you realize some are “manned” by humans while others employ bots, and (3) you’ve never considered using this hot and relatively new channel for content distribution. Go for it. I would think it’s easy to imagine the many opportunities to offer visitors and customers helpful content when they come in search of answers. ### Podcasts If your client has a podcast and has created a section on their website to promote it, each episode is an opportunity to promote relevant content. Create links to the content in the show notes or transcripts. ## Earned opportunities Where can you distribute content beyond social media networks, the channels you own and control, or those you pay for exposure on? It’s likely there are more answers than you realize. You shouldn’t expect to pay for any of these strategies so they qualify as earned or shared media. ### Guest posts I’ve always considered guest blogging one of the best and (potentially) most authentic ways to promote your brand, brands you represent and relevant content. It’s how I built my audience. But guest blogging can be seedy too. Far too often, brands and the agencies that represent them make shady and insincere pitches. An effective guest blogging strategy calls for allying with relevant sites and delivering relevant content for the audience of the website hosting your posts. Be a good guest and deliver value and it’s unlikely anyone will object to you promoting useful content. ### Syndication Content syndication is the process of pushing and publishing content to third-party sites for republication. In a way, it can be considered an extension of guest blogging, but can also add automation to the process making expanding the digital footprint of your digital content much less work. ### Online publishing platforms Online publishing platforms—Medium, HubPages, Listly, LinkedIn’s resident platform, Pulse, and many more—are sites where members can publish or republish content easily—without editors playing gatekeeper roles. ### Communities and specialty sites Vertical markets tend to have specialty sites and all kinds of community-based information sharing and activity. For example, Houzz is a massive draw for those interested in home renovation and design. Zest.is is a rising star in the marketing business. Whatever industry your clients may be in, chances are there are community based sites worth considering for content promotion. ### Social media groups Both LinkedIn and Facebook enable you to create member-based social media groups on whatever topic you decide. Those that are active and rally around a common area of interest are prime candidates to share content with. ### Quora Question and answer communities seem to come and go, but Quora has stood strong for years. All types of questions on every conceivable topic are posted on Quora giving content creators a free, easy and sometimes ideal, opportunity to post content and/or links. ### H/A/R/O HARO, an acronym for “Help a Report Out,” isn’t a destination for content, but a service that connects journalists and bloggers with relevant expert sources and enables brands to tell their stories. The HARO website claims it distributes more than 50,000 journalist queries from respected media outlets each year. ### PR newswires Got news? Press release distribution services, such as PRNewswire, offer direct, delivery into editorial systems and newsrooms of major media organizations and trade publications. ### Reddit Reddit continues to claim to be “the front page of the Internet.” The massively popular site (or message board) offers a continuously updated feed of breaking news, stories, pics, memes, and videos. Content submitted by members is voted up or down by their peers. Subreddits are forums dedicated to a specific topic on the website. There are millions. ### Events Having been to a great many industry conferences, I’ve witnessed brands using events large and small to handout printed content, sign visitors up for email deliveries, and send visitors home with preloaded thumb drives. ## Social media Finally, we’ll delve into the earned and owned spaces that are essentially social media. And because such channels come and go and the rules of the road are forever changing, I want to remind you this is a post about content distribution strategies and tactics. I’m going to try to avoid the “where” and focus instead on the “how.” ### Post consistently Social media posts slide downstream quickly. Examine the networks you’ll favor for promoting your clients’ content and figure out how to maintain a steady presence that doesn’t annoy the audience. For instance, you can easily get in the habit of posting on Twitter hourly, and channels such as Facebook, Instagram, and Pinterest multiple times per day, but be wary of crossing the line. If you play by Twitter rules on LinkedIn the approach will surely backfire. ### Automate This is sticky stuff. You do want to call upon services that help you schedule and post social media updates, but you don’t want to come off as robotic. Automate accordingly. If you’re promoting the same content repeatedly, mix up your posts with different copy and images and shuffle the schedule some. ### Hashtags #Hashtags are alive and well on most of the popular channels, so put some time into understanding how to use them to promote your clients’ content. ### Mentions Wherever possible, you want to use the @ function to get the attention of collaborators, customers, or anyone who had something to do with the content and should be aware it’s being distributed. ### Encourage sharing This drives me crazy: I discover content I really want to share, but have to hunt for the buttons I need. To make it easy—and compelling—to put readers into share mode, consider the following tips: - Instead of placing those social chiclets above or below your content, offer a social share bar that’s perpetually on-screen. - Use plugins such as “Click to Tweet” to make sharing content highlights ultra-easy. - Ask readers to share your content. It helps. ### Demand sharing Demand? Maybe that sounds harsh. But what I’m talking about here is a powerful play: you can use a plugin like One Press Social Locker to make a ‘share’ the price of gaining access to your most valuable content. ### Thank sharers This seldom used strategy is common sense, but uncommon in practice. Say thanks to (that is, send thanks to) people who share your content. Fans, followers, loyal readers, and customers are far more likely to stay engaged with the brand when they know they’re appreciated. ### Be visual It may be easier to simply click social media share buttons and settle for posting a headline and URL, but It can be far more effective to grab or create, if necessary, an image, GIF, or video that increases the stopping power of your posts. ### Be insightful Similarly, the text-based content of your social shares need not be driven by a headline. You may increase engagement when distributing content via social by extracting interesting nuggets from a piece of content such as fun sound bytes, data points and quotable passages. ### Be authentic The more your content promotions come across as promotions, the less traction you’ll gain. Work to create a brand that’s transparent and candid and inspire content from sources that could only be perceived as authentic. ### Fire-up employee advocacy One of the most overlooked social media strategies that can contribute in a very big way to content distribution is employee advocacy. Let’s set aside the fancy marketing speak; you want to your employees who are active on social media to help the cause. Give them guidelines. Give them training. Give them incentives. Look into platforms such as GaggleAmp and EveryoneSocial to make social media advocacy even easier. You could even consider a simple collaboration platform such as Slack to put out the word to your team when you have new content to distribute and promote. ### Get smarter My final tip is to work the tricks of the trade to learn from and perpetually improve the organic content promotion you’re working to get from social media. - Dig into your analytics to learn what channels are driving traffic to the pages on which your client’s content lives and what content types and topics work best. - Use Buzzsumo to analyze what gets shared, where it gets shared, and who’s doing the sharing. (That’s a very brief benefits summary of Buzzsumo. The service is gold for agencies and brands interested in improving content creation and promotion.) ## That’s enough (but it’s never enough) My, my… I’m at a loss for how to wrap up this beast. It seems to me 45 ideas is enough to help put you on the path to improving your content promotion skills. But it also seems like “enough” is entirely elusive. The truth is, as you surely realize, a shocking amount of content is published daily making search, social, owned media and every channel a noisy war zone. It shouldn’t make you feel defeated going in, but it definitely should make you increasingly hungry to learn about and try new content distribution tactics and strategies. Of course, you can’t be a great content marketer unless you have great content. But having great content has become table stakes. Those that sweep the chips into their stack master distribution too.   --- ### Eight Customer Acquisition Strategies to Grow Your Business URL: https://www.taboola.com/marketing-hub/customer-acquisition-strategies/ Last Modified: 2025-05-26 10:44:41 User acquisition takes constant work. There is no one-size-fits-all strategy. Although many companies use the same channels and tactics, you always need to tweak or rework them to fit your industry and your customers' mindsets. If your user-acquisition strategies are getting a little stale or under-performing, it's time to rethink your approach. Sometimes this means tweaking what's in your toolbox; other times it's about testing and exploring new customer-acquisition costs. ## 8 Strategies to Grow Customer Acquisition ### 1. Co-Marketing Opportunities Co-marketing or cross-promotional activities are extremely beneficial for customer acquisition. The goal is to create a strategic partnership with a company that either has a product that is complementary to yours, but doesn't compete with it; or whose customers have a similar profile to yours. Your brand gets exposure to a new audience, which yields brand awareness and leads, and your customer acquisition cost halves. Since content is still king, the content you produce in partnership with another company will depend on the product or service you offer and what appeals to your potential customers the most. There are plenty of options – webinars, eBooks, conferences, video series or podcasts, and data-backed research reports – and you can get creative too. Example: Co-Marketing from Airbnb and Flipboard Hospitality giant Airbnb, partnered with Flipboard, a news and topical content aggregator app, for a co-marketing campaign. This campaign earned Airbnb a massive 39 million campaign impressions and drove 38,000 visits to its website. Before the campaign, Airbnb had zero followers on Flipboard, afterward the company had 29,000. Flipboard's goal was to re-engage users who hadn't been using the app and to create more exciting content for engaged users. This is precisely what happened. It was a win-win for both companies.  ### 2. CTA Optimization It's important to keep your website fresh. This means constantly evaluating your micro-copy and call to action buttons (CTAs). Just like banner-ad blindness, visitors become tired of seeing the same CTAs on every site they visit. Even if you have a serious tech product, adding a little humorous text or changing up the button color could convince someone to click. It's important to A/B test different elements of your website and CTA button placement. Don't rely on instinct. Check your data to see how your potential customers react and move through the journey with a tool such as Hotjar. You can learn where your user acquisition funnel is working on your website and where it's falling short. The bonus of implementing this strategy is that it doesn't affect your customer-acquisition cost . Example: Humboldt County's Website CTA Take a look at this website from Humboldt County. Not only is the image eye-catching and visually interesting, but how creative is this CTA? It's hard to resist clicking on it! ### 3. Resend Unopened Email Campaigns with New Subject Lines Getting to 'inbox zero' is a pipe dream for most of us. Even with the best of intentions, sometimes emails that I want to read are left unopened. It's not because they are unimportant. More often than not it's because the workday is full of distractions and they get lost in my inbox. This is probably the case for you too. Chances are the people on your email list are in the same boat. You can boost open rates by resending the campaign to those who didn't open it the first time. Create an email campaign for your leads as you usually would. They want to hear from you, even if they haven't converted into paying customers yet. Make sure you put engaging content in the subject line to get the best possible open rate. After about two days, create a new segment that includes only those people who did not open your email. Approach the subject line from a different angle and you should see a sizeable increase in your open rate. If you have an attractive offer that can potentially convert leads into customers, highlight it. User acquisition is your goal here, don't be coy. Example: Sendpulse's Client Resends Email Campaign Sendpulse recently shared a case study from a client who tested out resending emails to subscribers who didn't open original emails. The first time the company sent the email campaign, it had an open rate of 13.08%. The resend campaign had an open rate of 6.96%. When combining the open rates of the original send (13.08%) with the resend (6.96%), the email campaign achieved a total open rate of 20.04%. 20.04% = 13.08% (original) + 6.96% (resend). With numbers increasing like that and minimal effort required, this is a strategy that's definitely worth testing.     ### 4. Performance Marketing While still prominent, acquiring clients through organic channels, like social media or search, is becoming more challenging. There are several reasons for this, including audience fatigue, a shift toward brand-focused video ads from many demand-side platforms (DSPs), and an increasingly complex AdTech landscape. If you’re looking for a way to scale customer acquisition without relying solely on organic channels, you’ll want to consider performance marketing.  With performance marketing, you only pay for specific actions, such as clicks, leads, or conversions. It’s a cost-efficient way to reach engaged customers. However, you need to be strategic for performance marketing to be effective: Focus on designing engaging creatives, i.e., display ads, promotional videos, landing pages, ad copy, etc., instead of making the hard sell. It’s also important to use storytelling and audience segmentation to capture attention, and continuously test and refine your campaigns. If that sounds like a lot, well, it is! That’s why it’s vital to choose a performance marketing platform offering the appropriate tools, such as AI-powered targeting and real-time ad optimization. Ideally you want a predictive AI working from years of first-party data to ensure that not only are your ads landing in front of your audience at the right time, but that you’ve selected that audience correctly in the first place. Ultimately, a data-based performance marketing approach can help you deliver more relevant ads and generate higher conversion rates, while you keep costs under control. ### Example: Boomerang for Gmail Boosts Lead Generation & Conversions Keeping in mind that readers were in 'discovery mode' and curious to learn more without a heavy sales pitch, the Boomerang team developed landing pages that prioritized content. The story-focused pages spoke to readers' pain points, and a strong CTA encouraging a product download was only presented at the very end of the page. Boomerang's campaign brought some impressive results, including over 3,500 leads and a conversion rate of more than 5%. From a cost perspective, the company was able to lower its conversion costs by a whopping 52%! ### 5. Influencer Referral Campaigns Leveraging the power of a few well-respected influencers can do wonders for any brand, but one industry in which influencer marketing really shines is travel. A recent study found that over 40% of millennials consider the 'Instagrammability' of a destination a top factor when selecting their getaway spots. It makes sense to tap into the power of an influencer who has thousands or millions of followers and have them promote your travel brand or destination. Getting the most out of influencer campaigns requires work on your part, especially since your goal is user acquisition. Let's say your company runs tours in several US cities. You can partner with travel influencers and have them design a bespoke experience based on their niche interest, such as a foodie or architectural tour, for example. Work with them to design the creative aspects of the experience, including the accompanying content, graphics, and photos. Then develop a branded hashtag and a dedicated landing page that they can promote to their followers. Example: Partner with a Travel Influencer If you choose the right influencer and construct a great campaign, each time it's shared you should see hundreds or thousands of visits to your landing page, resulting in newly acquired customers. See the Instagram example below, imagine being able to talk to her 544,000 followers! Since her popularity is so high, you'll need to work out a deal that is profitable for her, while keeping your customer-acquisition cost within your budget. ### 6. Unbiased Directory & Review Sites Every day your potential customers are scouring the web looking for you. Of course, they are searching on Google, but what if your site doesn't rank on the first page? Most decision makers also check review sites and industry-listing sites to see what other users have to say and how they rate companies and products. For tech companies, websites such as Capterra, Software Advice (owned by Gartner) and GetApp are all general sites where you can list your company. There are many other industry-specific tool directories too. Example: List Your Company on Capterra To list your company on Capterra you'll need to complete a form and upload some screenshots of your product. It may take time to see any traffic coming from these sites, because you'll need to wait for your current customers to leave positive reviews. Once you have a few reviews and four- or five-star ratings you should see a boost. Since visitors from review sites have already been convinced of your potential, acquiring them as paying customers is much easier than if they came in as a cold lead. For tech companies, websites such as Capterra, Software Advice and GetApp are all general sites where you can list your company. There are many other industry-specific tool directories too. ### 7. Drive Down CPC on Facebook Ads with Seeded Engagement Metrics Get more bang for your buck with your Facebook ads by using a psychological tactic that you've probably fallen prey to yourself. When you see a post with a lot of engagement you're naturally curious to find out more. Your audience will react the same way when they see one of your Facebook ads with high engagement. To put this strategy into practice, create a manual dark post and run your ad to a custom audience made up of your website visitors or your Facebook page fans. Add a great piece of copy in your ad and ask viewers to comment with their thoughts. Not everyone will take the time to write a comment, but most will react. The customer acquisition cost for this is low, but it creates high engagement. Example: Growth Pilots Tests Seeded Engagement Now that you have the social proof built up on your dark post, you can change the targeting and edit the ad copy, or at least remove the request to add comments, and rerun the ad. In experiments run by Growth Pilots for three of its clients, there were significant improvements across every metric, with increased CTRs and CVRs and decreased CPCs and CPAs. ### 8. Republish Your Content on Medium You work hard to produce great content. You share that content to your audience across some channels, including your blog, social media assets, and email campaigns, but those outlets reach people who are already engaged with your brand. To reach new users, you're probably running Facebook campaigns with lookalike audiences, but did you know you can get more, fresh eyeballs on your content from Medium? Medium is a free blogging platform with millions of users. Thousands of companies republish their blog content on it. In case you're concerned about Google penalizing you for duplicate content, Medium lets you add a canonical tag to your posts, which eliminates that problem, plus all backlinks get pushed to your original post. Example: Travel & Leisure Publishes on Medium There's so much opportunity for content discovery on Medium, and when readers become intrigued by what your company has to say, they're likely to visit your site for more information. It's a chance to test out another user-acquisition strategy and see if you can convert more people into paying customers. Here's a look at what Travel & Leisure publishes on its Medium page: ## Critical Takeaways for Implementing user Acquisition Strategies Reinventing the wheel isn't necessary, but revamping your method might be if your current user-acquisition numbers aren't where you'd like them. Keep these key pieces of advice in mind when you're evaluating which user-acquisition strategies to test out: - Take inspiration from big brands and tailor this to meet your company's product and audience. - If you have a limited budget, keep your user-acquisition cost down by implementing strategies that don't cost a lot of time or money, such as resending email campaigns or A/B testing CTAs. - Don't do it alone. Partnering with other companies to reach your acquisition objectives will help lighten the financial and work load, as well as boost your exposure. - Experiment with paid strategies, such as Facebook dark posts or influencer campaigns on a small scale first. If you see results, scale them up. - Always track your results. If you have historical data to rely on, this will provide you with a baseline for measuring your strategies. If you don't, keep a detailed spreadsheet, so you can determine which strategy brought you the highest volume of high-quality users, while still keeping your customer-acquisition cost relatively low. Your customers are waiting for you to find and attract them through great campaigns. Turn on the creativity and start testing some of these strategies today. --- ### Why eCommerce Brands are Flocking to eCommerce Native Advertising URL: https://www.taboola.com/marketing-hub/ecommerce-native-advertising/ Last Modified: 2025-01-26 10:30:50 Content discovery networks place native ads on news sites and the websites of premium publishers. You may know them as content recommendation engines. In recent years, eCommerce brands have realized that content discovery platforms such as Taboola have a number of strengths: - Advertisers can find and engage millions of users. - The programmatic features of the platforms enable the ads to deliver readers relevant content and offers. - The formats are flexible, they allow for display, video and text ads, and reach readers across the full spectrum of devices. - It's possible to closely monitor and perpetually fine-tune the KPIs .   Above all, it’s clear from native advertising statistics that the costs of content discovery networks can put other native platforms such as social and search to shame, and they lower CPAs and increase ROI.  “Marketers are generating awareness and reducing their cost of acquisition by up to 50% with native advertising and content discovery solutions.” ~ Shopify Plus post by Sean Surdovel See, eCommerce brands that focus strictly on search are realizing that going the organic route is often fruitless. Data from search experts at Ahrefs reveals that 91% of pages get ZERO traffic from Google. Industry research also reveals that social media sharing has seen significant declines. And, it's been well documented that scaling reach on a massive scale via search and social is often a tremendous budget buster and banner blindness is a frustrating reality for advertisers. Clickthrough rates are abominable. “Because of its seamless relationship with editorial content and its relevance to the audience, advertisers report success with native ads — especially when compared to traditional display banners, which are routinely ignored or even blocked by consumers. Investment in native advertising has grown more than 150% since 2013, with revenues forecast to approach $14 billion this year, according to Marin Software.” ~ Kibo Commerce post by Myriah Cohen It's best practice to address the three stages of the funnel: - Awareness - Consideration - Decision   When it comes to eCommerce native advertising, eCommerce brands should consider all three phases of the shopping funnel as distinct opportunities. Each piece of content should be mapped to a specific stage and measured accordingly. Let's look at some ways to make native ads published on content discovery networks work for your eCommerce brand in each phase. Note: Taboola offers in-depth lessons on each in a special section of our site. Much of the following borrows from these pages. ## 1. Awareness The goal of this native advertising strategy is to expose your products and services to those who have yet to discover them. - Promote content with broad appeal related to your product category. - Use engaging content formats like video, photo galleries, articles and blog posts. Our research indicates that photo galleries earn the highest engagement rates. - Use images of people interacting with your products as this approach has proven to increase CTR. - Test images and titles.   The Line, a modern and personal approach to retail, brings together carefully chosen fashion, home and beauty items, places them in context with editorial features and offers an intimate offline-shopping experience. Their top-of-the-funnel approach increased overall brand awareness immensely. (Read more about this successful campaign.) ## 2. Consideration More often than not, the goal here in mid-funnel is to drive interest in a page that captures the reader's email address. - Promote content purpose-built to highlight your product's value proposition. - Offer something of value, such as a discount or an assessment to help the prospect establish their needs. - Interactive content works. Quizzes have proven to outperform standard landing pages by more than three times. - Again, to increase CTR, display images of people interacting with your products. - Run A/B tests.   eSalon aimed squarely at the middle of the funnel by telling their brand's story with long-form content and providing potential customers with the opportunity to take a personalized survey. (Read more about this successful campaign.) ## 3. Decision At the bottom of the funnel, the final trigger point in the buying cycle, your content must directly relate to the product. - Supplement your campaigns with a retargeting strategy to inspire users to return. - Our research reveals that 74% of buyers purchase products NOT featured on the promoted page, so provide multiple opportunities for the user to shop. - Titles suggesting price points produce higher conversion rates. Those without price points, however, yield higher click-through rates, so test both approaches for ROI.   Flare Audio, makers of headphone products, used the Taboola discovery platform to drive sales from many of the world's top websites — in the thousands — while reducing their CPA. (Read more about this successful campaign.) ## Dig into the data for some predictive insights Check this out. It's called Taboola Trends. It's another powerful tool designed to help plan creative approaches to native advertising. Taboola Trends is a massive data resource that presents analysis — updated weekly — regarding images and keywords based on about 75 million clicks across 50 billion impressions. The data is presented as topics trends, image trends, keyword trends and phrase trends.  eCommerce sellers are bound to love what's offered here, because it is possible to filter the trends by categories, platforms, language and location. Chances are, the categories have you covered: - Autos - Beauty - Business - Dating - Education - Entertainment - Environment - Family - Fashion - Finance - Fitness - Food - Gossip - Health - Home - Investment products - Lifestyle - News - Pets - Politics - Sports - Tech - Travel   (I bolded the categories that appear most obviously relevant to eCommerce brands. Others can too, however.)  So, for example, you may want to look at image trends specifically for fashion. What you'll learn in this category includes CTR rates based on: - Gender - Face size - Image color - Food/no food - Subject - Animals/no animals - Text   Of course, base the categories on the industry and additional filters you select. Suffice to say, if the data matters, it's presented here. Are you starting to see why eCommerce brands are keen on using content discovery advertising?  Want to see more examples of successful eCommerce native advertising campaigns? The examples shown above come from this free ebook featuring 40 native advertising case studies. --- ### If Warhol Was Alive—Personalization Would Be His Next Mission URL: https://www.taboola.com/marketing-hub/warhol-brand-personalization/ Last Modified: 2025-01-14 14:36:11 I was fortunate to find myself on a panel discussing Warhol, and the intersection of art and technology this year at Advertising Week with some of the greatest minds in our industry. Medialink hosted an event at The Whitney Museum together with Zenith & Moxie’s Sean Reardon, Adobe’s Alex Amado, Diageo’s Sophie Ann Kelly, Coty Inc.’s Ukonwa Ojo, and Viacom’s Dario Spina to discuss how art, science and advertising all come together. It was awesome and fun. I mean, how often do we get to be on a panel discussing Warhol and technology and of all places, at the Whitney Museum. I thanked MediaLink’s Michael Kassan for “making me cool” and having me on the panel, not to mention the fact that my wife and mother, who happened to be in visiting from Israel, were in the audience—big points! Andy Warhol is a name everyone knows—he is famous for his works of pop art. And there are many things Warhol did in his days, but if there is one big thing that he did in a very special way, it was making art accessible and relatable by any means necessary. Whether using celebrity or brands, he pulled it out of the high brow, and put it into the eyes of the consumer. I’ll get to that later in this blog post. ## The fine art of reaching consumers and the power of distribution. Warhol was a pioneer in merging the traditional world of art with consumerism. He made his art not only accessible but relatable. We’ve all seen the Campbell’s soup can and the Coca-Cola prints—these are excellent examples of how he connected people with brands. He was among the first to leverage iconic brands that everyone knew, loved and used every day and turned them into art. “I just paint things I always thought were beautiful, things you use every day and never think about.” - Andy Warhol, TIME Magazine, 1962 50 years later, and as we’ve all seen, he was onto something. The most innovative brands out there are using storytelling, and direct to consumer relationships to drive growth to their business. Especially in the world we live in, where we’re overloaded with information, between Instagram, emails, messengers, games, friends, life...and with only 24 hours a day, we will never have enough time to read all the books we want to read, watch all the movies we want to watch—or buy all the products we might enjoy. It is those innovative brands that through great products, and relatable content are able to get consumers to invite them to their everyday life. An example I gave on the panel was Dollar Shave Club, and how with a captivating and genuine founder story, good product and offering, they were able to tackle a category completely owned by Gillette. It wasn’t through a banner with a picture of a razor, it was through a relatable story that everyone who needed a razor could connect to. ## A world that is completely personalized. One of the topics that came up throughout Adweek this year was personalization. How much is too much? When does personalization become creepy if campaigns hit too close to home? And I thought it was actually very relevant to this panel. You see, I don’t think there is such a thing as too much personalization, as I think this generation we live in now expects value, they expect it fast, and they’ll trade a lot more than we were willing to for it in the past. I think people expect every interface they have to be “about them,” as long as it’s relevant, and involving exploration of new and interesting things. Personalization is a perfect evolution of Warhol’s initial achievement. From making things accessible, to making them personalized. In fact, think if Warhol was alive—personalization would be his next mission. Today, there is much discussion of Machine Learning (ML), Deep Learning (DL) and Bullshit (BS). We’re still at the early stage of that mission, and I’m excited about the revolution AI can truly bring. “If Warhol were alive today, I think his mission would be personalization” @taboola’s @AdamSingolda #MediaLinked pic.twitter.com/CGJZ8Qf2Dn — MediaLink (@MediaLink) October 2, 2018 I personally have a love/hate relationship with Deep Learning and AI. I think it will do amazing things for us, and can be bigger than the invention of electricity. On the flip side, I still reminisce about person-to-person relationships versus person-to-machine-to-person (or just person-to-machine). ## Staying connected with tomorrow’s consumers. Warhol was ahead of the curve—he was constantly looking at tomorrow’s audience which begs the question, as we all become better, tech-savvy marketers—how can we leverage our partners for actionable/learnable insights about tomorrow’s consumer? If you think what Warhol did, towards the end of his career—he went to the younger artists as his way of staying connected with ‘tomorrow.’ He spent time in a studio with folks like Basquiat, Julian Schnabel and others where it wasn’t intuitive to do so. I believe we can do better, and try to think about the “not intuitive initiatives” we should test, what works and what doesn’t. What startups are out there that can help us and our clients drive value, how do we collect data, and build relationships with consumers directly? Otherwise, we’ll end up giving all of our money to 2 to 3 companies (you know who) and hope for the best. Hope is not a great strategy. On that note, I’m hopeful :-) and grateful for MediaLink, the awesome panelists and moderator, it felt as if we could have chatted for hours... To a future that is all accessible and personalized. --- ### How To Build A Landing Page: 13 Tips With Examples URL: https://www.taboola.com/marketing-hub/landing-page-best-practices-step-guide/ Last Modified: 2026-01-10 16:48:04 A well-crafted landing page is a critical tool for any business, capable of significantly boosting leads and sales by compelling visitors to take a desired action. Whether aiming for purchases, newsletter subscriptions, free trials, or appointments, the fundamental goal of a landing page is singular: to inspire conversion. These dedicated single pages focus on specific topics or campaigns, designed to capture attention and guide visitors towards a clear objective. By implementing best practices in landing page design, businesses can enhance customer experiences and drive higher conversion rates, ultimately ensuring these vital lead generation tools effectively transform visitors into valuable customers. ## Create Effective, High Converting Landing Pages With These 13 Expert Tips ### 1. Use Proven-to-Work Templates You don't have to build a compelling landing page from scratch. You can use ready-made website templates to construct just the right content for your campaigns and enhance results. Taboola, for example, partnered with website building partners like WordPress, Wix, Instapage, and Elementor to carefully design these landing page templates, part of Taboola's Landing Page Quick Start. Each template is created using recent trends and best practices from top-performing pages, so you can bring your native ad campaigns to the next level. Whether you're new to Taboola or looking to improve your current landing page performance, the process is effortless. Just select a landing page builder and seamlessly add content to the pre-designed template, which can be easily modified. ### 2. Craft Engaging and Targeted Copy So, even if you have the right template and layout, the question remains: What content do you use to populate your landing page and grab people's attention? Use these top tips to get started: - Repurpose what's already working. Again, you don't have to start from scratch. Try taking your most successful blog post and repurposing it for your landing page to help meet your KPIs. - Clearly state your value offer. This isn't the time to beat around the bush. You've hooked visitors in and now you have to land the sale. So consider stating and restating your to-the-point value offer at the top, middle, and bottom of your landing page. A vintage T-shirt retailer, for example, might write: “Take your coolness up a notch with our soft, vintage t-shirts, now 50% off when you bundle 5 or more." It states the product, benefits, and special discount in one sentence. - Consider where your audience comes from. People who find your landing page via social media ads will likely be in a different mindset than those who come from Google Ads or a referral link. Social media users, for example, aren't necessarily looking for something to buy. But people actively searching for terms on Google might be ready to make a purchase and solve a problem. So you might craft unique landing pages for each audience and use terms that speak to their customer journeys. ### 3. Qualify Leads Right on the Page Your landing page copy should focus on solving a problem for a specific audience. Remember that you're communicating with potential customers who have made it down the funnel, so craft copy that speaks to their unique needs and helps further drive leads. Consider asking yourself these questions, for instance: - How does it feel to be in their shoes? - What do they need to improve their lives right now? - How can your product or service fill that need? Also, make sure you clearly mention who the product is for by calling out your audience with these landing page elements: - Headline. Use terms like "you," "People aged X," or "People living in X." - Visual. Include a photo or video or people who look like your target customers. - Testimonials. Choose representative quotes and success stories from satisfied customers in your target audience. - CTA. Personalize the call to action (CTA). For example: "If you're over 30 and want to get a quick loan, check your eligibility by clicking on the button bellow.'' ### 4. Create a Compelling CTA Wait, we're not done with that CTA just yet! After all, this is the final frontier of your landing page. It's the last thing someone sees before they submits their information or go to the payment page. So, naturally, it can have a huge impact on conversions. And you can use these best practices to boost your CTA engagement: - Use one CTA per landing page. Studies have shown that landing pages with a single link or CTA have a higher conversion rate—an average of 13.5%. This is about 2% more than pages with two or three links or CTAs. - Incorporate key phrases. Use bold action words like "get" and "give." Personalize copy with sentences like "Let's build your offer." And pair your lead-generation form with a CTA that demonstrates a sense of urgency, like “Get a 30-day trial instantly." - Seamlessly tie into landing page copy. Your CTA should be bold but it shouldn't come out of nowhere. Make sure it ties into the copy already included in the landing page and just drives home your value offer. ### 5. Optimize Landing Pages for Mobile More people now access the internet via mobile devices than desktops. So you might think optimizing landing pages for mobile is a no-brainer. But, surprisingly, it's still an afterthought for many landing page designers and marketers. So, how can you create a successful mobile landing page that drives conversions? First, consider the mobile buyer journey. How do mobile customers find your native ads and get to your landing pages? Incorporate copy and visuals that are consistent with their cross-channel experiences and path to purchase. Also, use a simplified layout for mobile landing pages. Single-column templates, for example, with minimal visuals can help speed up loading times and improve mobile experiences. ### 6. Write a clear and connected headline The first thing the visitor will read is the headline of your landing page. Within a second or two, it should make a clear connection to the language used in whatever medium from which the reader found you. You don't want to: - Disorient visitors or force any unnecessary mental gyrations - Be overly creative or clever In other words, kick-off your page with a dummy proof headline that assures the visitor she's arrived at a page that offers a solution to her problem. I did a search for “SaaS CRM" and clicked on an ad that read “Zoho Online CRM Software | Empower Your Sales Team." The logo in the upper left and subheadline assured me the landing page was about CRM and the headline made clear the purpose of the platform. ### 7. Remove links The purpose of a landing page is to get visitors to take action—but not any action—one specific action (or at least a very small selection of actions). You need to resist the temptation to invite them to do anything else, including visiting other pages. As such, your landing page should not include a website navigation bar, links, or menus of any kind. This page suffers from information overload, a serious dose of visual chaos, and hundreds of links (in three different menus) that are remarkably distracting. Oh yeah, it also features a recipe book. This is NOT how you focus on your offer. ### 8. Press the problem, showcase the solution A landing page needs to get to the point. State the value of your offer immediately in your copy and reiterate it where appropriate. Like most effective sales copy, a problem-solution sequence will serve you well. Should your page be brief? Usually, yes. What if you believe including several details, say features and benefits, will make the offer more compelling? Include them. Make them skimmable with design elements that break the story up into small pieces. Whether your landing page is 50 words or 1,000, give it a thorough fluff test and take out anything that doesn't make it more compelling to respond. A landing page can feature a number of details and still be effective. This page from Uscreen does a good job highlighting the product's benefits. (Though, the trio of choices—book a demo, sign up for a free trial, and watch video—is likely to dilute conversions.) ### 10. Show something meaningful Don't add stuff to your landing page for the sake of art. Clutter your page and you clutter the mind of your visitor. On the other hand, you probably don't want your page to be 100 percent copy. Include a relevant image. - If you're offering downloadable content, offer a preview. - Offering software or demo? Again, a preview should be good. - Offering a consultation? Put a friendly face on the page. - Registering people for an event? Show the venue. Or the speaker. Or a cool shot from the last event. I haven't hit on every conceivable offer. Consider yours and rally up an idea to give your landing page some visual interest. If possible, show the reward. I just created this landing page for my new website. Like most of my landing pages, it offers a free ebook, so I show and describe the free content. Simple, right? ### 11. Add trust-builders Put yourself in the mind of your landing page visitor…. “Should I read, watch, listen to, try or buy this?" “Is it worth my time or money?" Anything you can do to infuse your page with elements that foster trust and build credibility could be helpful. Consider including one or more various forms of social proof: - Testimonials - Reviews - Customer logos - Media mentions (“As seen on") - Verification or trust seals - Accolades - Security badges - Guarantees - Numbers, e.g. downloads, satisfied customers, shares, etc. Awesome use of social proof here. Bravo Freshdesk. ### 12. Make small asks Simple principle: the less you ask for the greater response you'll get. Apply this thinking to your form: - If you want more leads, include less fields on your form. In many cases, a simple email address is all you need. - If you must qualify respondents, zoom-in on the data points that matter most and make it easy on them with check boxes, pull-down menus, etc. - This principle will also apply to the amount of effort, time or money your landing page requests. If your goal is to build your email list, make small asks. Uh, seriously, will you also need to know my blood type to fork over that amazing event brochure? The reader has to scroll just to find the button on this messy landing page, which provides an example of how to do the opposite of most of the advice in this article. ### 13. Test and refine your landing page Optimize the conversion rate of your landing pages by running A/B tests. With A/B testing, you simply compare a control page (“A") against a variation (“B") that includes a significant difference of some sort. After a period of time, or number of visits, review the results and pull the plug on the lower-performer. You can proceed with the winner or further improve conversion by conducting additional tests. A/B testing for landing pages is not complicated. The experts at Unbounce say, “Launch, optimize and repeat." I recommend using A/B tests for elements such as: - Headline - On-page copy - Call-to-action copy - Images and video - Form length and style You might also consider testing: - Your offer - Button design - Page design - Social proof ## 10 Examples of Landing Pages that Convert ### 1. PANDORA - Fashion & Beauty – Increased conversion rate by 130% To compel customers to purchase jewelry pieces from a new collection, PANDORA created a landing page free of distractions. They created eye-catching imagery, used simple and clear words and titles, and highlighted specific items from the collection. ### 2. Mornin’ Glory - Retail - Increased conversion rate by 1483% With an incredibly visual landing page featuring some key trust-builders and information on their high-quality and affordable razors, Mornin’ Glory was able to improve their conversion rate substantially. ### 3. Israeli Ministry of Tourism - Travel – Increased conversions by 40% In light of a new direct flight from India to Israel, the Israeli Ministry of Tourism set off to create a landing page aimed at getting more travelers to book a trip. The above screenshot is just a snippet of the highly interactive and eye-catching landing page featuring guides of places to go and things to see, high-quality video content, and the above flights and weather. By providing potential visitors with relevant information, the Israeli Ministry of Tourism was able to increase conversions. ### 4. Simply Business - Insurance - 62.26% CVR As a notoriously complicated industry, insurance is not often portrayed as approachable. Simply Business’ mission in creating this landing page was to do exactly that––take the mystery out of securing business insurance. By breaking the process down into three steps, using casual and concise language, and by presenting a clear CTA, Simply Business sees a conversion rate that is well above average. ### 5. Backlinko - Business - Increased CVR by 10% How do you take a successful landing page and make it even better? Give users another chance to convert. In this example, that’s exactly what Backlinko’s founder, Brian Dean, did. By adding a second CTA below the fold, this page was able to increase conversions by 10%. In addition to the double CTA success, the page also clearly conveys the value behind converting and uses social proof to build credibility. ### 6. CollegeBoard - Education – 77.38% CVR What better way to get someone to convert and convert now than by creating a sense of urgency? On this landing page, CollegeBoard reminds visitors that the SATs are rapidly approaching, and that failing to sign up would result in missing an opportunity to “join millions of students across the country.” This sense of urgency, alongside a snackable list of the SAT’s value-adds contributed to the overall success of the page. ### 7. ConvertFlow Digital marketing, lead generation –– Simple, sleek, and personalized Since they're in the business of landing pages and conversion, it makes sense that ConvertFlow would nail a killer landing page. The design is very simple and trim but includes everything necessary to educate the visitor and prompt them to fill out the form. Additionally, the final question on the brief form helps segment respondents so they are directed to the most appropriate demo scheduler, offering a more personalized experience that boosts conversion. ### 8. Mama and More Home improvement, lifestyle –– Lead generation and email course conversion Kaylee Strozyk is a talented and experienced digital copywriter, so creating a high-converting landing page for her side hustle came naturally. This simple, informative page combines the above-the-fold simplicity that grabs targeted visitors right off the bat with sales letter-style copy that quickly convinces tire-kickers. And, since this is a free email course, the barrier to entry is low and the perceived value is incredibly high. ### 9. Skuma Mineral water –– Enhanced conversion thanks to simplicity and quality copy Selling water has never been a simple task since most of the world has access to the basic product for free. However, when targeting an affluent demographic with money to spend, a company like Skuma offers a powerful incentive to buy: purity and enhanced mineralization. Simplicity and effective information delivery are key factors in the success rate of this landing page which takes the visitor through three distinct waypoints: the product features, differentiation, and a clear call-to-action. ### 10. SoftwarePundit Affiliate sales / SEO –– High conversions for someone else's product SoftwarePundit serves as an affiliate for the popular SEMRush SEO SaaS platform, and this landing page is responsible for its success. Unlike many on this list, this page relies on heavy copy to provide all the information necessary for a tire-kicker to become a paying customer. The page features a Table of Contents to facilitate quick navigation. Importantly, calls-to-action are prominent throughout the lengthy copy so visitors can move ahead the moment they're convinced. ## What is a Good Conversion Rate for a Landing Page? Before we dive into the variables that make a landing page successful, it’s important to understand the benchmark of that success. The average landing page conversion rate across all industries currently clocks in at about 2.35%. But, this number doesn’t tell the whole story. Landing page performance varies greatly across industries, so understanding the standard of “good” in your particular industry is key for setting your own KPIs. Here is just one industry-specific breakdown found by WordStream. (Source: WordStream) ## Get More Conversions From Your Landing Pages A great landing page can mean the difference between having zero, 100, or even 1,000 new leads and sales a day for your business. Building a great landing page can seem complex, but remember that you don't have to start from scratch. Use these top tips to craft engaging copy, eye-catching CTAs, optimized pages that drive results. Also, make this process even easier with Taboola's data-driven landing page templates, Taboola's Landing Page Quickstart. All you have to do is choose your design, enter your content, and publish. With the right tools and strategies, you can keep customers moving along the funnel and meet them with compelling offers they just can't refuse. --- ### Mister Spex CEO on Consumer-First Marketing and Disrupting Eyeglasses URL: https://www.taboola.com/marketing-hub/mister-spex-dmexco/ Last Modified: 2025-04-21 10:18:31 Disruptive brands are emerging in their markets with a bang, and in many cases, are able to do so with powerful digital marketing strategy in their arsenal. This year at dmexco, our CEO hosted a panel on just that topic; how startups disrupt age-old industries with digital-first strategies. Our panelists included Mirko Caspar, Co-CEO of Mister Spex, with whom we had the pleasure of taking a deeper dive into their digital strategy, and how they’ve disrupted eyewear by placing the customer at the center of everything they do. Other panelists included Verena Hubertz, Founder & MD of Kitchen Stories, and Davies Roberts, CEO of Flare Audio. ### Can you start by telling me a little bit about yourself, and how you came to be a CEO of Mister Spex? “I studied business administration at the University of Münster, where I later went on to gain a PhD. Important appointments in my career to date were, among others, as a management consultant at McKinsey, with a focus on marketing and strategy, as senior director for business development at the entertainment company Universal Music and managing director of its mail order subsidiaries, and as a Co-CEO of the virtual world company Metaversum. I joined Mister Spex in September 2011. As a Co-CEO I am responsible for marketing, category and product management as well as our own stores and international markets.”     ### What is Mister Spex looking to accomplish, and what led you to disrupt the eyeglasses industry so quickly? “If you ask consumers today, two thirds of them don’t enjoy buying glasses the traditional way. They are not sure what fits them (i.e. they don’t know their size and face shape), the process is cumbersome and the prices are very high. What we have done at Mister Spex and continue to do is to make the process of buying prescription glasses convenient, transparent and fun with better prices while offering great services and a versatile product portfolio. To this end, our omnichannel focus combines the best of the two worlds: online and offline. Online offers several advantages—Mister Spex has a huge selection with more than 9,000 glasses and sunglasses from more than 100 brands, great value for money combined with fast shipping, transparent pricing and several online services that help our customers easily find their perfect pair of glasses. Customers can use filters such as face shape or head width to select their favorite models. They can try these on virtually in 3D and they also have the option to try out eyewear at home with our free home trial. Once they have found their favorite model they provide us with their prescription values and we will finalize the order in our Berlin-based master optician workshop. The process and services remain completely free of any risks: we guarantee a 30-day money back period on all products, even on prescription glasses, and if you need a free fitting or eye exam, we have ten stores in Germany and more than 500 partner opticians in Germany, Switzerland, Austria, the Netherlands and Sweden. So, as you can see, each step of the customer journey is tailored to convenience and ease of use. ### How have your digital marketing efforts played a role in your success? “Our marketing strategy has played an important role in developing, building and differentiating the Mister Spex brand. We combine online as well as offline measures and channels when it comes to targeting and converting customers. Usually we are first to market and build awareness, interest and trust with performance TV and upper funnel digital marketing such as content, native and influencer marketing. We then gather and convert the demand through online marketing measures. Personalized, automated CRM campaigns drive our Customer Lifetime Values. In everything we do our approach is customer-oriented—using a lot of qualitative and quantitative market research—data-driven and agile.” ### How does native fit into your overall digital marketing strategy, and how has it been successful for you? “Native is an important part for our upper funnel marketing activities. It’s a great advertisement type to generate interest and educate customers, especially in the medical and health environment. When it comes to native, our goal is to communicate more information than is usually possible in order to educate customers and gain their trust. This way they easily understand that buying prescription glasses works online as well and even has a lot of advantages, such as good value for money, low prices, a versatile assortment and convenience.” ### What’s been your most successful digital campaign to date, and why? “There’s several successful campaigns we’ve had thus far. Something that’s been really great is working with influencers—to push our brand, drive sales and also for developing exclusive collections. A big advantage of working with them is that they give us access to a new target group that has been difficult to reach via “classical” media such as TV. Influencers make it possible for us to tell a story and make Mister Spex more tangible—they can easily explain the process and advantages of buying eyewear online. Furthermore, it involves customers more by addressing them directly. So, all in all, influencers are a great fit to our disruptive omnichannel concept of combining online with offline.” --- ### New Study Shows that Content Consumers Have More ‘Fun’ on a Mobile Feed URL: https://www.taboola.com/marketing-hub/mobile-infinite-feed-fun/ Last Modified: 2026-06-22 08:27:37 Waiting in line to get your coffee. Working on a work assignment and need to distract yourself a little. In the bathroom. A few minutes to kill before a meeting. Waiting for your friend to arrive to lunch. Re-energizing before you start to work after your lunch break. Lying in bed, unable to fall asleep. What do your content consumers do to fill these ‘empty’ moments throughout their day? According to research investigating cell phone use amongst university students, there’s a high chance they’re using their phone. Based on a study we commissioned with the neuromarketing firm Brainster, there’s a high chance they’re scrolling down a feed. ## This unique study shows content consumers are having fun on feeds. In an effort to understand why consumers are spending so much time on feeds on their phones, we sought to understand how people’s brains and physiologies respond to identical stimuli viewed in a feed and not in a feed. Participants were asked to view the same videos, but in both a feed context and in a non-feed context. The results were remarkable—we saw a 9.44% increase in positive emotion when users watched a video in a feed. This was measured using an EEG, a machine used to evaluate the electrical activity in the brain. To take it one step further, all humans repeat behaviors that give them pleasure and refrain from behaviors that cause them pain. In these dull moments, users often choose to go online to fill their time. When your content consumers are online, you want them experiencing this positive emotion while consuming content on your site—you want them having fun. ## While content consumers are having fun, they’re repeating their behavior. Part of the reason we see this increase in positive emotion in content consumers when they’re watching videos on feeds is linked to the commonly known chemical, dopamine. When we experience pleasure, what we’re actually experiencing is a dopamine release into our brain—the same chemical that’s released when people eat chocolate, gamble, or fall in love. This motivates us to seek out and do that same activity again and again, and the higher the reward, the higher the frequency of the behavior. The infinite feed experience provides a similar type of reward for your content consumers. ## The uncertainty of what is coming next is what makes an infinite feed fun. You can increase the chance that a behavior, like scrolling and clicking on content, will be repeated by fostering an element of surprise as to when the next reward is coming. Affective and behavioral neuroscientists at the University of Michigan help us understand this concept, called variability. Imagine that you are waiting for an important communication, that will be delivered either via email or mail. In the case of snail mail, your behavior would consist of checking your mailbox daily. However, since you know when your mailman is supposed to arrive, you’ll only check your mailbox at that exact time, and if the letter isn’t there when you check,, you won’t check again until the following day. In the case of email, your behavior (the amount of times that you check your email) will increase substantially, given that emails can arrive at any time. This is a variable reward. An infinite feed mimics variability—users are waiting for the next piece of content that will satisfy them, so they keep scrolling until they receive their reward, the entertainment or information they were looking for. ## An infinite feed’s simplicity keeps content consumers moving. The more difficult the behavior, the smaller the chances that the behavior will be repeated. When the behavior is simple, the chances go up. Social psychologists have explained that simplicity indeed increases the number of times you repeat a behavior, and that, with time, that behavior becomes automatic for you and can turn into a habit. In the case of the infinite feed, the ease at which users navigate them coupled with how content is displayed make them very simple to navigate, and is part of the reason why our scrolling through social feeds has become such an ingrained habit for us. To sum it up, it pays to ensure your users are having fun. - Variability keeps content consumers on the tips of their toes. - The simplicity in display and navigation keeps them coming back. - They’re fun—both variability and simplicity contribute to an increase in time spent on feeds.   This ultimately results in a better, more positive user experience. A better user experience leads to more engagement on-site, which has many positive implications for driving revenue and increasing the visibility of your organic content. Check out how MHS Digital, Euronews and Huffington Post Korea have all increased revenue and engagement with organic content with an infinite scroll environment on-site. --- ### The Infinite Feed Experience Amplified on Mobile Phones URL: https://www.taboola.com/marketing-hub/mobile-phones-infinite-feed/ Last Modified: 2026-06-22 08:41:50 According to eMarketer, the highest percentage of consumers report using smartphones to access news content—we’re seeing a similar trend for different types of content as well. As more and more of publisher’s audiences are consuming content via their smartphones, it’s becoming more and more crucial to understand the mobile mindset and optimize your site accordingly. We’ve been running tests to analyze infinite feed-related behavior, and noticed some specific smartphone behaviors.     ## ## ## ## ## ## Readers want the infinite feed experience on their mobile devices. We analyzed over 500 publishers that have implemented Taboola Feed and found both an increase in session depth and a decrease in bounce rate. Although infinite feeds impacted reader behavior on both mobile and desktop devices positively, a stronger impact was consistently found when consumers browsed from their mobile phones. Impact signifies the percentage at which session depth and bounce rate change. Specifically, the change in session depth was an increase of 32%, and a decrease in 67% when it came to bounce rate impact for smartphones. Several psychological studies related to mobile phone consumption point to three main reasons why infinite feeds have a stronger impact on mobile devices. We feel closer to our phones than to desktop devices, feeds are easy to navigate on mobile devices, and feeds work better for low attention spans, which are very common in the mobile experience. ## We feel close to our smartphones. A couple of weeks ago, I woke up in the morning and realized to my horror that my phone wasn’t responding. My level of anxiety went through the roof, and I was frantically searching for solutions and Apple stores near my apartment. According to technology researchers Thorsteinsson and Page, it’s not just me. Recent studies found that most smartphone users experience anxiety or frustration when they are unable to use their phones—mostly because we’ve developed a strong emotional attachment to them. This strong emotional attachment has developed as we spend more and more time with our phones, now reportedly a whopping 2 hours and 51 minutes a day. As said in Thorsteinsson’s study, it makes us feel as if it’s an extension of ourselves because of how personalized it is. According to an analysis of the last 6 months, consumers prefer to consume content on mobile phones in general, but especially so if the topics were personal as in the health and dating categories. The increase in CTR for these example topics on smartphone as opposed to desktop devices suggests that people prefer consuming these topics on their phones—perhaps when it’s a more personal topic. ## Infinite feeds are in line with the ‘thumb scrolling experience.’ Mobile phones are exactly that: mobile. We need to be able to access content on the go, and that sometimes means only having one hand available. Only having one hand available means we’re scrolling with our thumb. Infinite feeds, which require a very simple scrolling experience, can be effortlessly navigated with just one thumb. ## Infinite feeds are better for short attention spans. Being on the go not only affects web navigation, but also how much attention we can allocate to a task. Your readers want to be entertained when they are on the bus waiting for their stop, but they’re often multi-tasking by needing to pay for their ticket or by announcements of the next stop. A study by the Nielsen Norman Group found that the average session duration of a desktop lasted 150 seconds, and was more than twice as long as a mobile user’s because of the many interruptions they deal with when using mobile devices. They don’t have the time or patience to search for interesting content, and they need a design that will allow for quick ‘recoveries’ from interruptions. Infinite feeds are a great platform for these users because no search is needed, and because the orderly design and small number of items on the screen make it easy to recover from the interruption. ## The ‘Unit Bias’: The Science Behind Why Endless Content Keeps Users Consuming Chauncey Neyman, a computer scientist who studied addictive software designs in California, claimed that consumers are spending more time on feed formats than they originally intended. Surprisingly, the reason why is related to M&M’s. ## The unit bias: infinite scroll is like a quarter-cup scoop of M&M's Three scientists from the University of Pennsylvania ran a series of studies regarding portion size and food intake. In one of the studies, they set a large bowl of M&M's at the entrance to an apartment building and put either a tablespoon scoop or a quarter-cup scoop (depending on the day) in the bowl with a sign to ‘please use the spoon to serve yourself’ and ‘Eat Your Fill’. In the days that people took M&M’s with the quarter-cup scoop, people consumed significantly more M&M’s as compared to the days where they took M&M’s with the tablespoon scoop, even though they were invited to take as many scoops as they wanted. The above phenomenon is called the “unit bias” and is explained by the tendency to interpret the unit in front of us as a culturally ‘‘proper’’ portion—in this case, a tablespoon or quarter cup. The study claims that this might be the source to the pressure that we feel to finish what’s been served to us and what’s on our plate. If we take this to the world of infinite feeds, because there is virtually no end to the materials we can consume via infinite scrolling, consumers have the tendency to consume much more. Similar to the unit bias, here too people tend to ‘finish what’s on their plate’, or, finish what’s been given to them on the webpage. This leads to consumers spending much more time on infinite feeds than originally planned. ## The infinite-scrolling experience decreases bounce rate because of the unit bias Taboola has been offering publishers an infinite-scrolling feed of content. Not only has RPM gone up substantially, but we’re also seeing other engagement metrics changing, like bounce rates for example. In a sample of over 500 publishers who have implemented Taboola Feed, we saw a decrease of 2 to 3% in bounce rates as opposed to a standard widget—for mobile more than for desktop. Consumers who are engaging with Taboola Feed are bouncing less from publishers' sites. The common visual cues they associate with an end to their browsing session—things like the article's comment section, other navigation button, or a page footer—are lacking. Thus they interpret the whole feed as one unit that they want to ‘finish’, and ultimately consume more content. ## Infinite feeds are the future. The tendencies we have when we interact with content via mobile make it crucial to give the user an optimal experience. This is why so many publishers are using Taboola Feed on desktop and mobile devices. Taboola Feed recommends the best content for users in an engaging environment much like social feeds. Users enjoy the familiar scrolling experience—they engage with an endless feed that contains sponsored content, organic content, and sponsored video, as well as third-party cards like our recently released weather card. Taboola Feed has already been implemented by publishers worldwide, including the NY Daily News, Euronews, Bauer UK, BT, weather.com, and many more. --- ### Increase Brand Awareness With These 10 Strategies URL: https://www.taboola.com/marketing-hub/increase-brand-awareness-today/ Last Modified: 2025-06-03 11:25:55 Brand awareness strategies can make or break a company’s campaign. As the first stage of the marketing funnel, brand awareness lays the foundation for the entire customer journey and the rest of your campaign performance — helping you cast as wide a net as possible before narrowing down your reach and ultimately fueling conversions. There’s no one-size-fits-all strategy to increase brand awareness. Your approach will depend on many factors, including your campaign goals, budgets, audience behaviors, and advertising platforms. As such, it’s important to consider a range of strategies and best practices to help raise awareness for your brand. Here, we’ll explore some of the most effective methods to build brand awareness across different channels and strengthen your market presence. But first, let’s start by reviewing why brand awareness is so essential to marketing success. ## 10 Strategies to Raise Brand Awareness That’s where these strategies come in. Consider using the 10 described below to take your brand awareness campaign to the next level. ### 1. Use Social Media Social media can be a powerful tool for building brand awareness, whether you want to use organic or paid media. Such platforms as Instagram, Linkedin (and TikTok, as long as it continues) let you show your brand’s personality, engage with followers, and expand your reach. You can also use paid ads to build your brand awarenessfor your audience. For example, you can use Facebook and Instagram ad placements to target specific audiences based on their preferences — helping them discover new brands and products that they may like. You might use a lookalike audiences feature, for instance, to target people who are similar to your most valuable customers, increasing the likelihood that they’ll engage with your posts. This form of content advertising, in particular, can be effective because these social ads are designed to match organic social content, fitting seamlessly into users’ feeds. Meaning, you can launch brand awareness ads that help expand your reach and improve results without disrupting the user experience. ### 2. Partner with Influencers to Review Your Product Use influencer marketing to access niche, existing communities of engaged followers. After all, these influencers have already earned the trust and attention of their followers. By partnering with them, you can help build valuable awareness for your brand and even start driving sales. For example, you might tap influencers to review your products and invite their followers to make a purchase with a custom discount link. Collaborations can include sponsored posts, product reviews, or co-branded campaigns that introduce your business to their followers. While celebrity influencers may offer wide exposure, smaller, niche-focused influencers often drive higher engagement. ### 3. Incentivize Reviews Highlight customer reviews and success stories by placing them on your landing pages and even in your ads. Showcasing these testimonials can help potential buyers learn more about what your brand has to offer — giving them the inspiration they need to move along the customer journey. To elicit these reviews, you might send follow-up emails to people who’ve made a purchase and invite them to provide their feedback in exchange for an incentive, such as a discount on their next order. ### 4. Create a Thought Leadership Program Establishing your brand as a thought leader can help boost brand awareness and separate your business from the competition. Some examples of this include insightful blogs, white papers, and case studies that show your unique expertise and POV. You can also host webinars, speak at events, or publish research-backed reports to position your brand as an authority. Lastly, you can highlight subject-matter experts within your team to enhance your credibility and attract attention. ### 5. Become a Sponsor Sponsorships provide a direct way to put your brand in front of a specific audience. Whether it’s a local event, industry conference, podcast, or charity initiative, sponsorships can align your brand with causes or communities that resonate with your target audience. This strategy not only increases visibility but also reinforces your brand’s values and commitment to the community. ### 6. Omnichannel Strategies Leveraging multiple channels ensures your brand is visible to your audience at every touchpoint. For example, a blog post can be repurposed into a social media infographic, a video tutorial, or an email campaign. Combining online and offline efforts — such as using QR codes on print materials or hosting in-person events — creates a seamless experience that amplifies your brand’s message. ### 7. Develop a Unique Voice A distinctive and consistent voice makes your brand memorable. Your tone — whether formal, conversational, or playful — should reflect your brand’s mission and values. This voice should remain consistent across all communication channels, from website copy to social media posts. Maintaining authenticity is crucial here; audiences connect best with brands that feel genuine and relatable. ### 8. Interact With Followers Improve social media engagement by frequently and directly interacting with your followers. That is, don’t just blast out vague messages to the masses; have someone on-call to respond to questions and concerns and provide personalized feedback. Brands can also run social media contests, giving users an opportunity to be individually recognized and rewarded for their engagement. All of these strategies can help boost brand awareness and affinity in a crowded social media landscape. ### 9. Implement Remarketing Campaigns Remarketing campaigns can take your brand awareness efforts to the next level by reengaging people who’ve already clicked on your ad or consumed your content. Since these users have demonstrated their interest in your messaging, they’re more likely to respond to brand awareness ads, leading to greater results at more efficient costs. A beauty retailer, for example, might target a broad demographic with ads leading to a blog post of beauty tips. The retailer can then retarget people who clicked through and read the blog, inviting them to subscribe for more content. ### 10. Try Native Advertising Native advertising is one of the most effective strategies for building brand awareness. Unlike traditional banner ads, native ads match the form of their surrounding content, yielding more intuitive and less disruptive user experiences. As a leading content discovery platform, Taboola provides the tools that advertisers need to launch engaging native ads across the open web. With their choice of premium placements, advertisers can tap into a network of more than 9,000 top publisher sites, driving brand awareness among audiences who are already engaged and ready to consume new content. Taboola also supports a range of innovative ad formats, including native video ads and Motion Ads, which play on a short loop, similar to GIFs. A globally recognized fast-food chain, for example, partnered with Taboola to promote its new burger using native video ads. The ads ended up driving a 58% video completion rate and 68% viewability — outperforming every other distribution platform. Find more inspiration with our brand awareness case study examples. ## The Role of Content Marketing in Boosting Brand Awareness Content marketing plays an important role in establishing and growing brand awareness. According to the Content Marketing Institute, 87% percent of B2B marketers say content marketing created brand awareness in the last 12 months. By consistently providing valuable, engaging, and relevant content, you can: - Educate your audience about your offerings. - Showcase your brand’s personality and values. - Attract and nurture leads throughout the buyer’s journey. - Amplify your reach across multiple channels. Whether it’s blogs, videos, or social media posts, content marketing allows you to connect with your audience on a deeper level, fostering loyalty and recognition. ## How to Create Brand Awareness Building brand awareness can be tough, especially when you’re fighting for customer attention across saturated platforms. That’s why it’s important to understand how to create brand awareness with a range of proven strategies.These foundational tactics can be the building blocks of your brand awareness campaigns: ### 1. Start With a Powerful Brand (Or Build One) It’s tough to build awareness for a weak brand. So make sure you first take these steps to create a strong and powerful brand presence that hooks in new customers: - Align products to your brand identity. Each of your offerings should tie back to your brand identity and mission — not just visually, for instance, but also in terms of matching your overall brand message, voice, and vision. - Be recognizable. Choose a name, logo, and color palette that stands out and is easy to remember. Again, be sure to align these aesthetic assets to your brand voice and message, delivering a uniform and easily recognizable experience for your customers. - Design a cohesive brand story. Create opportunities to connect with customers on an emotional level by pulling back the curtain on your brand and telling a compelling story. ### 2. Make Marketing a Key Player in Brand Strategy Your content marketing strategy should be as important as your products themselves, since branding plays a vital role in customers’ decisions. As such, it’s crucial to build brand awareness into your overarching market strategy. For example, you might start a brand awareness campaign to reach a wide audience with native ads across top publisher sites. Then you might retarget people who engaged with those ads, reaching them with more personalized, niche marketing tactics that appeal to their specific interests and keep them moving along the funnel. As another example, you might use trend marketing techniques to establish your brand as a thought leader and go-to source for expert insights. After building brand awareness with this approach, you can encourage repeat readers to sign up for your email newsletter, generating leads and subscriptions for future campaigns. ### 3. Start a Referral Program You can start a referral program to help turn loyal customers into advocates and build brand awareness through word of mouth — one of the most powerful and effective awareness strategies. According to Demand Sage, 65% of business opportunities come through referrals and recommendations. Natural dog food brand, Ollie, for example, invites current customers to “Feed a Friend” for discounts on future purchases: Not only can referral programs help you reach new customers; they can also build affinity and nurture relationships with your existing, most valuable customers — mobilizing them to become trusted ambassadors on behalf of your brand. You might even incentivize loyal and repeat customers to join your referral program by offering discounts, rewards, and exclusive access to new products or content. ### 4. Improve Your SEO One of the best ways to build awareness is by boosting your search results rankings. This way, when potential customers query with relevant keywords, your content and landing pages can surface to meet them — driving new traffic to your site and attention for your brand. That’s where search engine optimization (SEO) tactics can help. If you’re looking to improve your ranking on Google and Bing, for example, consider implementing these SEO strategies: - Conduct keyword research. Discover which keywords are most relevant to your target audiences. What topics are people searching for? What questions are they asking? Focus on keywords with high potential engagement but low competition among other brands in your industry. - Build high-quality content around those keywords. Use those key words and phrases to inform your content strategies — creating informative, educational, and valuable content that helps answer your customers’ questions and address their pain points. For example, you might incorporate keywords into the headline, body, and visual metadata of your blog posts, making them easier for search engines to discover. - Continue to optimize keywords. Customer preferences and behaviors are always changing. So remember to conduct keyword research frequently and update your content and landing accordingly. ## Key Takeaways Building brand awareness is an essential part of a successful business in 2025. From refining your brand identity to leveraging a range of digital marketing channels, you can build your brand’s visibility and develop meaningful relationships with your customers. Generating brand awareness doesn’t have to be overly complex. With the right tools, strategies, and outreach channels, you can build brand awareness campaigns that engage wide audiences and keep them moving through the funnel. Just remember that driving awareness is an ongoing effort. It’s crucial to frequently evaluate your campaigns and optimize your brand awareness strategy to stay competitive in an ever-changing market. You can use native advertising, for example, to continuously increase brand awareness across the open web. With platforms like Taboola, you can seamlessly connect with your target audience and drive meaningful results. Ultimately, integrating native advertising into your marketing strategy can unlock new engagement opportunities and propel your brand to greater heights in the digital landscape. ## Frequently Asked Questions (FAQs) ### What builds brand awareness? Brand awareness is built through consistent and strategic efforts to make your brand recognizable and relatable to your target audience. Key strategies include: - Creating high-quality and engaging content that resonates with your audience. - Leveraging social media platforms to expand your reach and interact with followers. - Partnering with influencers to gain exposure and credibility. - Encouraging reviews and testimonials to build trust. - Using omnichannel marketing to ensure your brand is visible across multiple touchpoints. - Developing a unique brand voice that makes your messaging memorable. These efforts help establish your brand as trustworthy, relevant, and valuable in the eyes of your audience. ### What are the Best KPIs for Measuring Brand Awareness? Tracking the effectiveness of your brand awareness strategies involves monitoring several key performance indicators (KPIs). Some of the most effective KPIs include: - Social Media Engagement: Likes, shares, comments, and follower growth. - Website Traffic: Increases in direct traffic, organic search traffic, and referral traffic. - Brand Mentions: The number of times your brand is mentioned online, including social media, blogs, and forums. - Impressions and Reach: How many people are exposed to your ads and content across different platforms. --- ### Content Marketing for Small Businesses: What To Know URL: https://www.taboola.com/marketing-hub/sme-smb-content-marketing/ Last Modified: 2025-03-26 11:04:18 Content marketing and inbound marketing are great equalizers for small businesses that can’t compete with the tremendous marketing and advertising budgets of larger corporations. With a well-developed content strategy and the right team of professional marketers and content creators — whether hired in-house or developed through outsourcing — content marketing can be cost-effective and generate a viable return-on-investment. Here’s what else you should know about content marketing for small businesses. ## When Should Small Businesses Start With Content Marketing? It’s never too early to start content marketing your small business start-up. You should begin developing a content marketing strategy at the same time you’re preparing your website for launch. In fact, the first content assets you prepare will likely be website service pages, landing pages, and blog posts. From there, you can branch out to social media content, native advertising, and more. In the beginning, some of your key objectives will be getting your brand name out there for a new audience and driving new customer acquisition at scale. ### Brand Recognition When you use native advertising as one aspect of your content marketing campaign, you’ll reach users in an exploration mindset. They may not know they’re looking for your product or service, yet, but they have a problem and your content should provide the first step toward a solution. These consumers may not be ready to buy, but your content is planting seeds and putting your brand on their radar. ### Customer Acquisition Beyond building brand recognition, Aamir Chishtie, product manager at Thread, focuses on native advertising and other types of content marketing specifically to drive new customer acquisition. “We actually use Taboola and other channels to drive users to perform specific actions,” he says. “It’s content marketing on a conversion-focused channel, instead of brand-building or brand-awareness or that sort of thing. The way we do this is by producing content that both informs and sells.” ## How Should Small Businesses Start with Content Marketing? As with any element of a new business, at some point you’ll need to jump right into content marketing. However, you’ll want to employ methodical steps to ensure the best results. ### Create a Content Marketing Strategy First, take steps to create a content marketing strategy. Your strategy should include: - Setting goals and identifying KPIs. - Establishing buyer personas. - A competitive analysis. - Identifying the best distribution channels. - A content plan and content calendar. - Make use of Marketing tools designed for SMBs ### Tie Content to KPIs As you create your content plan, you’ll want to make sure every piece of content is tied to a KPI that can be measured. “The goals around our campaigns are always around gross profit,” says Andrew Harkness, chief operating officer at MVF. “We measure that on a gross profit per campaign basis, but we also look to try and understand which inputs allow us to drive that exceptional performance. Too often, we find that people focus on the results of the campaign when actually, if you focus on what’s most important — your inputs — you can find the best performance in terms of your campaigns.” ### Ensure Content is On Brand Of course, you want your content to resonate with your audience and achieve its objectives. But it also must reflect your brand and values. “For us, a good marketing strategy comes directly from our mission — what we want to do as a brand and what we want to say,” says Ellie Howard, VP marketing at Heist Studios. “Obviously, this will be tweaked for different audiences in different places, but really, we stay true to what we’re trying to do and what we’re about, which is disrupting the underwear industry.” ### Choose the Right Distribution Channels With your audience personas in place, you’ll want to choose distribution channels that deliver the greatest value, whether that’s social media, an email newsletter, your company blog, or native ads. “We love social media,” says Jim Warren, marketing director at Bloom & Wild. “We find there are lots of key benefits to social media, particularly being able to talk to customers. Social media is just as important as any other form of customer contact, and we prioritize it.” Howard points out that native ads have also become a great source of leads, which has sparked further investment in the format. “We have a bunch of traffic coming from native,” she says. “Hopefully it’s an indication of the strength of the brand and the fact that people want to consume our content. We’re under continuous pressure to produce great content moving forward and that’s something we will invest in.” ### Test, Track, Revise Ultimately, once you’ve established KPIs, you’ll want to test what works, continue tracking your results, and modify your efforts for continuous improvement. With so many options available for content creation, there’s no reason to let your efforts grow stagnant. Don’t forget to repurpose high-performing, useful content. A survey can become an infographic. A live event can be transformed into video for those who couldn’t attend. Then, those video interviews can be crafted into an informative blog post (like this one)! Blog posts can become social media content. A white paper can become a series of blog posts. Customer testimonials can live in various places online to build your brand’s credibility. The possibilities are truly endless. ## Does Your Small Business Need Content Marketing? Per the content marketing statistics discussed in the linked article, the answer is very much yes. 97% of B2B marketing strategies involve content marketing, while nearly a quarter of B2C businesses are spending up to 24% of their total marketing budget on content marketing, and 17% of B2Cs are spending up to 74%. Email in particular is a worthwhile channel, with an average ROI of $36 for every $1 spent. For 67% of marketers, though, it’s sharing video on social channels that sees the biggest ROI. ## Key Takeaways For many organizations, content marketing efforts will be limited by time, staff, or budget. But, if you follow a carefully crafted content strategy and spend wisely, content marketing allows you to see tremendous results with a modest spend. ## Frequently Asked Questions (FAQs) ### What is the best marketing for small businesses? Small businesses can boost their ROI by using content marketing tactics, which may include blogging, influencer campaigns, social media, and email marketing or a newsletter. 60% of small businesses said their best marketing strategy uses social media. However, while Search and Social deliver results, the rising CPM and creative fatigue diminish returns when advertisers have exhausted these channels. ### What percentage of small businesses have a monthly content marketing budget of under $1,000? According to data from SEMRush, 71% of brands have a monthly content marketing budget of less than $1,000. ### What is content marketing for beginners? Content marketing uses a variety of online content — including blog posts, social media collateral, white papers, interviews, podcasts, and videos — to build a brand, attract an audience, and drive conversions. In content marketing, the goal is to build relationships and foster trust, rather than using hard sales techniques. --- ### The Future of Data: Intent Recognition with Bombora's VP of Audience Solutions URL: https://www.taboola.com/marketing-hub/intent-data-interview-bombora/ Last Modified: 2025-06-22 08:10:48 We all want to reach our audience at the right time—advertisers and publishers alike crave that genuine connection with them, hoping to provide valuable information, services or products. Knowing exactly what’s valuable at what time is the tough part. That’s where data is helpful—it can help discover a person's interests, demographics, preferences and more. Bombora, a leading provider of B2B data takes it a step further. They identify individuals, their specific companies and the products and services those companies are interested in buying based on the content they are consuming. We sat down with Greg Herbst, VP of Audience Solutions at Bombora, to discuss what they’re all about, and the specifics of how advertisers can incorporate second-party and third-party data, or intent and demographic data respectively, into their digital strategies. Can you tell me a little bit about yourself, and how you came to be VP of Audience Solutions at Bombora? “I started my career in the 90s working as a commercial corporate credit officer. It was there that I started to understand the value of digitizing dollar, and data, in a time where everything was paper-based. It opened my eyes to the huge amount of b2b data, that existed in-between enterprises, banks and the processing powerhouses. It was fun helping corporates interconnect their data from operations to purchasing and billing to inventory and many more workflows. I was around a lot of different technology back then and I developed a passion for transforming paper-based systems to digital. Then, I became involved in the dot com era where I was a proud part of the online banking revolution. From there, I expanded to other data verticals like entertainment, healthcare, eDiscovery, enterprise and pure b2b search. It was Bizo (the first company to really bring B2B data online), where I was heading up data partnerships. It was also where I entered adtech and quite frankly, was surprised to see all the industry opportunities to adopt technology like Artificial Intelligence. Back then, intent data was purely a b2c thing. My big opportunity came when LinkedIn purchased Bizo. I had many offers as to where to go next, but I chose Bombora because of their concept of a b2b data cooperative (‘co-op’), in which publishers share their anonymous user data and in turn get access to the larger, pooled dataset. Back then, I didn’t really know what a b2b data co-op was but joined the small team on day one… and it’s still just as exciting to see the power of it. The data co-op really is the next generation of data. It makes possible new use cases like a private marketplace (PMP) that complements marketing and analytical initiatives.” Why is Bombora relevant to today’s B2B advertiser? “B2B marketing is much more complex than consumer marketing. It’s not just one person making a purchase decision, it’s several. Using our data, you can target a professional with all the topics relevant to them—the data is based on much more than just a job title. It’s important because while the ultimate signoff may be made by one person with a specific title or seniority level, the research that influences that decision is made by many people at all levels across a company, and the one thing that flags them is their interest in specific topics. Relevance for today’s B2B advertiser comes from reaching all of the people who are helping make the purchase decision, but also in aligning advertising with sales efforts.” How advertisers consider Bombora in their day-to-day? “Programmatic should be a mainstay—including identifying and targeting professionals and companies based on who they are and what their b2b behaviors and interests are. Using it for Account-Based Marketing (ABM) campaigns is especially effective as we can run a Company Surge report on a brand’s list of target accounts and in turn they can prioritize the campaign budget on those companies that are in market. Our data also fuels the marketing tech stack that in many ways is a perfect match with the adoption of AI workflows and analytics. Company Surge is integrated into a number of business solutions, as well as martech and adtech platforms. It can be fed into a brand’s tech stack to supercharge lead gen initiatives, be used through Marketing Automation Platforms (MAPs) to help make email campaigns more relevant, and used through Customer Resource Management (CRM) systems to alert a sales rep when a new prospect or client is in a market to help them have more relevant conversations.” What is intent data? “Intent data is collected about web users’ content consumption or ‘observed behavior.’ It can provide insight into their interests, and from this, indicate a potential ‘intent’ to take an action. The source of our Intent data is the first data co-operative of premium B2B publishers, analyst firms, events, b2b vendors and brands. Bombora scans their websites and categorizes their content into a taxonomy of over 4000 b2b topics. Co-op members contribute content consumption and behavioral data about their audiences. On average we monitor 1 billion online interactions a day. This forms the basis of our Company Surge data. Combined with demographic and firmographic data, it can help identify what topics particular audience segments are currently interested in, otherwise known as their intent.” How do think an advertiser should fit third-party data into their digital marketing strategy? “Third-party data, or demographic data, performs better when it has big scale. Programmatic costs are lower for this very same reason. Things get better when you combine with 2nd party data. Bombora’s intent data is 2nd party data, which can help advertisers gain insight on their audiences most recent b2b interest and personalize their messaging accordingly. Fusing 1st, 2nd and 3rd party data helps the savvy marketer optimize across every marketing initiative. Really, the great divide with most brands is within their sales and marketing teams and technology. Good quality data will help bridge the gaps of adtech and martech and help a brand work cohesively across the board.” How can Taboola marketers leverage Bombora's Account Based Marketing (ABM) offering? “It’s easy. We can create a custom segment from a list of companies, through an automated process. Working directly with our team of b2b data specialists, marketers will identify the most relevant topics and ways in which to activate the data. Adding Company Surge will help identify what accounts are in market and build a more precise list to target. What’s more, we can create a list of companies interested in topics relevant to your business, that are not already on your existing list for prospecting purposes.” Do you have any predictions for user data in 2018? “Right now, I think we’re all trying to figure out the General Data Protection Regulation (GDPR) and privacy. There’s leakage in our industry, and the companies that will win are the ones that are transparent about their data. I predict that privacy and transparency at the professional and company-level is what’s next for us. Machine learning and Artificial Intelligence (AI) will continue to improve, improve, improve. Both of these things together are going to create a better-quality life for all the advertisers out there.” Bombora is currently a Taboola partner, and has been since 2015. *Note: Currently there are 63 segments in Taboola, made up of several topics from Bombora’s large taxonomy of over 4,000 intent topics. --- ### One Woman's Journey to Becoming a Leader in Austria's Digital Advertising URL: https://www.taboola.com/marketing-hub/iwd-2018-xenia-daum/ Last Modified: 2026-06-22 08:11:29 International Women's Day, celebrated this March 8th, is a global day celebrating the social, economic, cultural and political achievements of women. It’s supported by over a million people worldwide, and aims to bring recognition to women and women’s issues. At Taboola, we’re lucky to have worked with many wonderful women—one of whom is Xenia Daum, the Managing Director at styria digital one. Daum has a lot to say about the role of work in our lives. Here’s how she went from a time where she rose to become one of the most successful ad operations groups in Austria. What was your first job? “My first job was in the research department at the University of Graz, I originally completed a science degree. Later I changed careers and switched to the media and advertising industry” Do you have a role model? “I have many role models that take on a variety of different roles, but no all-encompassing ones. There are many people who succeed in their specific niche, and inspire me.” What motivates you and drives you? “It is important to me that I enjoy what I do, and that I can shape my responsibilities myself.” Looking back on your career, what advice would you give yourself at the age of 18? Would you change something? “Over the course of both my education and career I have always found this motto very helpful: "Where there is passion, you will excel." That's how I did it—starting with my studies and later in my work. What interested and challenged me, I tackled, even if it did not necessarily mean complying with a classic career plan. "I learned to listen to my gut feeling, which helps me with many decisions." I would not change anything. After all—the good as well as the bad decisions have led me to this fantastic job. What I had to learn yet, was not to ignore my gut feeling when making decisions. If I have doubts now, I pay attention to them. I learned to listen to my gut feeling, which helps me with many decisions.” How did you manage to get into a leadership position as a woman? “My role as Managing Director of styria digital one is the result of many years of collaborative work and of many people’s trust in me in the past. At Styria Media Group, our parent company, it is not uncommon for women to occupy leadership positions. 15 years ago, when I first took a management position, there was a lot more skepticism. I was still called "blonde business student chick”—although I am neither blonde, nor have I studied business administration.” What is your opinion about work-life-balance and how do you achieve a balance between work and private life? “Work-life balance is very important in your everyday working life. Even at the end of the 1990s, many overtime hours decided on your professional standing within a department. Only those who showed their supervisors and colleagues how intensively they worked on the weekends were recognized. Today it is almost the other way round—time management and efficient work are just as much a part of top management skills as appropriate expertise and social skills. Today it is almost the other way round—time management and efficient work are just as much a part of top management skills as appropriate expertise and social skills. If someone does a lot of overtime, then the respective leader is required to have a corrective effect. I personally don’t work on the weekends, removing myself physically as well as mentally, and start again on Monday. This helps me to reduce a lot of pressure, and gain a new perspective on my projects.” Tell us something more about a situation, project or event where you could make a real change. How did you do it? “At styria digital one, we have in-house ad management, set up our own ad operations team, and are now highly competent in servicing our own brands in the Styria Media Group as well as external customers. "Although many colleagues have repeatedly told me that this project would fail...we have built one of the leading ad-operation units in Austria. I'm very proud of that.” Although many colleagues have repeatedly told me that this project would fail, with carefully selected software, well-structured processes, and a top-motivated team, we have built one of the leading ad-operation units in Austria, whose expertise is appreciated by many partners and customers. I'm very proud of that.” Taboola has been working with styria digital one since February 2018. --- ### An Interview with Publicis Media’s Head of Communication on the Power of Native URL: https://www.taboola.com/marketing-hub/interview-publicis-native/ Last Modified: 2025-01-14 14:36:12 The agency environment and native advertising haven’t always been immediate obvious friends, but according to Publicis, they should be. I sat down with Marcin Woźniak, Communication Strategy Director at LiquidThread to talk about the powerful impact native advertising has had on his campaigns. LiquidThread, established in Poland in 2016, integrated Publicis Media content practices—including creative, digital development, video production, branded content and social media capabilities. Previously, LiquidThread was solely focused on branded content, whereas other units like NEXT, connected with Starcom and MediaVest, and Newcast, connected with Zenith existed. LiquidThread merged these other competencies under one name, creating a large interactive agency that works mainly for Publicis clients. ## Interview with Marcin Woźniak, Communication Strategy Director at LiquidThread. Based in Poland, today they create communications that effectively combine media and creativity into powerful campaigns. Tell me a little bit about yourself, and how you got to where you are today. “My adventure with advertising began with traditional media planning at OMD media house. There I saw the rapid development of interactive media there, so I moved to Starcom where I was responsible for digital planning, including performance campaigns and social media. It was there that I acquired both offline and online experience, and began my focus on designing integrated campaigns with digital at heart. Currently I’m a head of communication strategy department at LiquidThread, Publicis Media.” Tell me about your agency—what types of clients do you serve, and what is your expertise? What channels do you include in your media mix? “LiquidThread is a content hub for Publicis Media in Poland, and our mission is to create communications that effectively combine media and creativity into powerful campaigns. I’m tasked with inspiring and supervising content strategies for key clients like Coca Cola, T-Mobile, Mondelez or Deichmann. Right now, most of our work is done for digital activities, but we also create content for above the line (ATL) campaigns.” What encouraged you to get started with native advertising? “I believe that native advertising is a natural extension of brand activities in the digital environment. Native was not invented because of ad blocking technology appeared as some might believe—it exists because it gives brands a qualitative space for their communication. Native exists because it gives brands a qualitative space for their communication. Five or 10 years ago we did a lot of sponsored articles in cooperation with publishers, but we didn’t know that this is a native advertising. We just wanted to extend the brand’s story, create wider a context for the communication and interest people via the content. We felt that talking only about the product would quickly get recipients bored.” Would you recommend native to clients who aren’t already on board? “Native would provide value to advertising activities that they are currently running. We know, based on our research, that the main force of this type of advertising lies in the indirect impact—supporting the whole brand media-mix. People who have contact with native content declare that brand communication is more reliable, our message is highly credible, and there is a much higher power in our overall communication. People who have contact with native content declare that brand communication is more reliable, our message is highly credible, and there is a much higher power in our overall communication. This affects the consumers buying intentions and moves them forward in the decision journey.” Why do you think some agencies haven’t widely adapted native into their marketing plans? “This indirect influence is sometimes a barrier. Brand managers see that part of the budget will be spent on activities that will not, by their definition, directly encourage people to buy the product. They may be skeptical, as they will have to show the results to their own bosses, who require results here and now. Brand managers can convince them—with data or and with spectacular case studies. Unfortunately many native executions are usually not so heart moving as a storytelling spot for TV, not as spectacular as VR/AR executions, and not as innovative as A.I. We need more success stories, that will encourage others to try. Native advertising case studies are effective and work for brand success, but this approach requires aware marketers.” Do you have any advice for other agencies looking to get started with native advertising? “You don’t have to be radical in doing native campaigns. This is a channel that helps to effectively, but not intrusively, reach and engage your target group. This is a channel that helps to effectively, but not intrusively, reach and engage your target group. You don’t have to worry about sticking to the definition of native advertising. If you produce and share valuable content with your target group—you’ll be in a win-win situation.” What do you see as the ‘secret sauce’ to being successful with native advertising? What’s better about native than the other channels you use? “I think the main advantage is a prolonged exposure to a brand’s message, and the opportunity to create many instances of positive association in consumers’ minds. Native greatly supports the brand’s other channels, which may have higher impact and reach, but the message usually is limited to product and its benefits. What do you see as the biggest challenge in the shift toward programmatic? What do you see as the biggest benefit? “Technology is not a problem—that is for sure. We are 100% ready for programmatic campaigns, but adaptation of technology by marketers is far slower than we expected. Programmatic has been known for two to three years, but is just now achieving a proper share of media budgets. What will accelerate this shift is the opportunity to seed content more precisely at larger scale. An additional benefit is the access to data. Marketers can gain more knowledge of campaign performance, and can effectively optimize their native activities in short and long term.” How does video generally fit into a multi-channel strategy? “Video is a crucial part of an effective multi-channel strategy. Brands generally move budgets from static executions to video because research has proven its effectiveness—from increased CTR to higher impact on brand attributes. But even the best videos will not make a good campaign on their own. Video production is costly and time consuming. Usually, we’re not able to produce different video for each segment, so to run precise campaigns we need to supplement it with other content, for example—native.” What are your predictions for digital advertising in 2018? Big changes? “Digital will continuously rise—that’s a no brainer. I think there will also still be a focus on programmatic and influencer marketing. Last year the industry talked a lot about new trends like augmented reality (AR), virtual reality (VR), chatbots and artificial intelligence (A.I.). I think this will be the year where marketers learn to include them effectively in their campaigns. I also hope it will bring higher awareness to what native advertising is, and what it gives to the brands.” What will be your number one focus for 2018? “My number one focus as a strategist to take care that brand strategies are written down. According to IAB research in Poland, only 35% marketers have their content strategies documented. That means that they do their content activities ad hoc. That’s dangerous to the consistency of brand communication—there are more technological opportunities for brands today, so it’s important to control and double check that our ‘innovative campaign’ is in line with our overall communication strategy. “ Taboola has been working with Publicis Media in Poland since 2015. Recently, Marcin spoke about his work with Taboola in our masterclass in Poland—click here to sign up for the next one in your city. --- ### 5 Necessary Tips You Need to Grow from Three Popular Disruptive Brands URL: https://www.taboola.com/marketing-hub/growth-tips-disruptive-brands/ Last Modified: 2025-07-09 06:43:03 You’ve seen them out there—the disruptive brands that have figured out the web, nailed the tone for their audience, and are working their hardest to meet consumers when it’s most convenient for them. They’ve nailed digital, and everyone from startups to enterprise brands has something to learn about how they’ve cracked the market. While these brands have many pieces of advice to pass along, one main theme ran through them all—treat your customers like people. “We were able to create customer relationships, not just transactions.” - Zach Jacobs, Director of Marketing at Mack Weldon If you’re looking for more growth in any aspect of your business, from acquisition to brand awareness, experts from Mack Weldon, Quip and Grow.co have advice for today’s digital landscape. ## Really, truly, absolutely understand your CPAs. One major thing that sets these disruptive brands apart from others is a deep knowledge of how all of their channels perform together, not just separately. Adam Lovallo, Co-Founder & Editor at Grow.co, has great advice for brands regarding the difference between measuring your cost per acquisition (CPA) both overall and by separate channel: “Honestly, I think understanding the relationship between what you consider to be paid CPAs and blended CPAs and what the holistic impact is, is central to being able to scale.” He cited an example where a colleague was spending hundreds of thousands of dollars through a specific social channel and assuming that a four-times return on ad spend (ROAS) wasn’t good in comparison to others in the industry, “I was like whoa, hold on, first of all that’s very good, and if you looked at it in aggregate, his blended CPA was way low. Obviously there’s a relationship between what you’re doing in all of these channels, and the people that have scaled understood that relationship. If you hold yourself to a specific CPA, it won’t scale. It just doesn’t happen. If you can start with the overall impact, that’s when you supernova.” ## Figure out the role of your content strategy early. Understanding your CPA is the first step, but in order to really be successful, you have to tie your digital efforts to a solid content strategy. Zach Jacobs, Director of Digital Marketing at Mack Weldon, discusses the relationship between the customer journey and content. “I think what’s really important to figure out is your content strategy. The worst thing some new brands do is get a couple of articles or some publicity, use them to drive people to the homepage, see them make a purchase. Then they model out that conversion rate and apply it to other paid channels thinking ‘we’re going to make a million dollars with this’.” He gave an example where someone’s traffic is directed to an article about a brand—an article written specifically to pre-qualify them as an interested party—then maybe 15 percent of that traffic lands on your homepage, and 2.5 percent of them make a purchase. If you’re not qualifying them first, you’ll attract a lot of useless traffic. “My suggestion would be to think about it like this if you’re sending traffic to a homepage or product page—think about a landing page that qualifies people. Try to create a really great content strategy so when you do amp up, you’re spending smartly.” ## PR isn’t always the answer. When asked about the relationship with agencies and vendors, Shane Pittson, Head of Marketing at Quip, founded to prove that good design would have a bigger impact on oral health than quick fix gimmicks, reminded brands that the traditional path, like public relations (PR) doesn’t always hit the mark. Early on, he described the camps of direct response advertising and brand awareness as a false dichotomy for ecommerce brands: “When we were a few months post-launch, we were blasted by investors when we said we were going to invest heavily in Facebook. They said no no no, just do PR, people don’t even know who you are yet, just invest heavily in PR and...member referrals and just really nurture the cheaper free things until people know who you are. Luckily we didn’t listen. We focused on Facebook and a lot of our major press and editorial pieces came from journalists and editors seeing very direct response ads, they were retargeted and saw us in all of those online spaces.” ## Brand awareness or acquisition? Instead, do a conversion lift study. As a part of that same conversation, these disruptive brands had even more to say about the relationship between the measurability of conversions and the power of brand awareness. Sometimes, this tension shows internally when it comes to content for Mack Weldon. “For example, you’re trying to create content to convert, and then a brand person comes into the room and tells you that you have to say it this way or that way, or that there’s too many CTAs,” Jacobs said. “We have to compromise, sit around the room and figure out what’s the point of this content. Are we trying to tell people about ourselves, make ourselves feel good or are we trying to get customers?” The beauty of direct response is often that disruptive brands build their brand through direct advertising—the two aren’t at odds. “One idea that has become interesting to me across all channels is the conversion lift study. It’s becoming more and more common and you can kind of do it on your own,” Lovallo said. “And I see some of the people we work with who think in those terms. Maybe it starts as a more branded campaign, but there’s some sort of conversion lift in a control group that shows it’s working. That’s why I like Taboola because if 1% of people convert on Mack Weldon but 80% of the people read about why Mack Weldon is cool, there’s probably some value that you’re not capturing via a pixel.” ## Test new channels smartly, not expensively. Most new brands allocate a certain amount for testing new channels, and in the case of these three brands, they’re constantly testing—smartly. “When you’re spending a certain amount on tests, you know some won’t work out and you do the best you can to vet those vendors,” Pittson said. “For us it was constant testing. We’re trying our best to follow an 80/20 rule—spend 20% on new channels and new things and 80% on the channels you’ve figured out.” Some of the channels might surprise you. In some cases, these new disruptive brands have found success with strategies that many would have assumed to be outdated. “I’ve closed the door on a lot of things I think wouldn’t work,” Jacobs said. “My grandma once asked me why we don’t send out catalogues. I told her grandma, that won’t work. Last quarter we sent out catalogues and they performed great.” ## Bonus: this is the biggest mistake you can make. Maybe it seems obvious, but it’s a common problem for brands to over-project their ROAS and lifetime value (LTV) from digital acquisition and sink your business. “When I was at LivingSocial, every month we would do a forward looking LTV projection—one or two years value. So we had these forward looking projections and then we’d optimize against those—very helpful, predictive analytics. Every quarter we would then back-test our model. Every single time we had overestimated and our model was too high. I think the biggest mistake is not having a sense of those predictive LTV, or are you banking on more than is the reality? Because that can kill you.” These insights were presented by Adam, Shane and Zach at Taboola’s most recent event, Enabling Small Businesses—The Power of Disruption. Mack Weldon, Quip and Grow.co are all Taboola partners. --- ### Programmatic Video Advertising: Automating Ad Placement for Better Reach URL: https://www.taboola.com/marketing-hub/outstream-in-feed-programmatic-video/ Last Modified: 2026-06-22 08:31:47 Programmatic video advertising is on the rise and shows no signs of slowing down. The medium offers data-driven targeting, time-saving automation and the chance to capture consumer attention while ultimately driving sales. Since 2016, video marketing has increased nearly 40%, from under two-thirds adoption in 2016 to a whopping 91% of businesses currently using it. From 2013 to 2024, U.S. programmatic digital display ad spend increased from 4.99 billion to $156.82 billion, and most of that growth was driven by video. Here’s a look at what programmatic video advertising is and how it can help advertisers increase ROAS. ## What Is Programmatic Video Advertising? Programmatic video advertising is the automated process of buying and selling video advertising. The system uses data and algorithms to select targeted ads and ad placement across digital platforms for specific audiences. The selection takes into account factors such as audience demographics, ad cost, and ad relevance, all via available data. The goal is to target the right audiences with the right ads at the right time, without wasting ad spend where it won’t make an impact. ## What are the pros and cons of programmatic advertising? Like any system, programmatic advertising brings benefits and challenges. The benefits include cost-effectiveness, time saving, data-driven optimization, accurate audience reach, increased engagement, and real-time updates about campaign progress. Well-chosen videos can connect with viewers in a way that feels emotional and encourages spending. The automated process saves advertisers and publishers the work of finding and reaching the right viewers, and real-time progress updates can provide instant campaign adjustments when necessary. But there are drawbacks. The automated nature of programmatic advertising leaves room for fraud or incorrect data. An unsavory partner can simulate clicks and engagement that didn’t really happen, and you might receive data that isn’t high quality or helpful to your goals. You’ll want to make sure you have a trustworthy partner who will accurately represent viewer responses and provide well-sourced data. In the second quarter of 2024, advertisers lost 1.14 billion U.S. dollars in open programmatic ad spend due to ad fraud and invalid traffic on CTV, and mobile apps recorded a loss of 1.28 billion dollars, according to Statista. ## How Does Buying Programmatic Video Advertising Work? An advertiser will choose which KPIs it’s looking to maximize, such as brand awareness, engagement, and conversion. Then the automated programmatic platform uses data and algorithms to select and reach a target audience, based on factors including location, demographics and interests. The platform will choose which times to run the ads in a specific sector, and it will tweak campaigns based on live, automated feedback. Content discovery platforms (like Taboola) enable advertisers to rapidly scale up their programmatic video campaigns to include in-feed outstream placements across hundreds of premium publisher websites through direct integrations with demand-side partners such as The Trade Desk and AppNexus. Advertisers can often access premium real estate via a few easy clicks, and publishers have a lot to gain. Taboola powers in-feed placements on publisher websites with branded videos from its marketplace. These videos generate three to six times higher CPMs than banner ads, and they’re nonintrusive so publishers don’t have to worry about annoying their users. ## Key Components of a Successful Programmatic Video Campaign In order for a programmatic video campaign to land with your viewer and create conversions, you’ll want to keep a few things in mind. Your video content should feel fresh, creative and offer high technical quality. Videos offer a great chance to bring a mini-movie experience to consumers, and your content should take advantage of that. You’ll also want to make sure your data supply offers the information you need in order to guide your strategy. You’ll want to test things out and see what works best with your target audience, and make sure you have the right metrics and updated insights to optimize your campaigns and make any required changes. ## Challenges in Programmatic Video Advertising One challenge of anything automated is that you can’t always control where your content will end up. Your ads might screen on websites or platforms whose purpose you don’t agree with. You’ll also need to monitor how the technical aspects of your video ad — such as file size — work on a given platform in terms of loading time and other potential tech issues. ## The Role of AI in Enhancing Programmatic Video Ads Artificial intelligence plays multiple roles in the efficacy of programmatic video ads. Logistically, AI helps utilize data to plan, target, adjust, and optimize campaign activity. AI makes automation easier and it frees up advertisers to focus on other tasks. Creatively, AI helps advertisers ideate and then iterate on those ideas. In addition, AI can help advertisers approach an old campaign in a new way that speaks to today’s consumers. It can also assist in the case of creative block and offer a different perspective on how to best implement a current advertising opportunity. ## Programmatic Video Advertising Examples ### A Major U.S. Fashion Brand Achieves 81% Viewability Rate with Taboola A major United States fashion brand was promoting a new line of children’s sneakers. The brand was working with a leading agency trading desk to scale its branded video audience and optimize viewability, completion rate and CPM. With the help of Taboola, the agency trading desk could access in-feed video through a private marketplace (PMP) to ensure priority access, strong performance and transparency. The brand was able to enhance their targeting with first and third-party audience data, and accessed unique Taboola audience data through their PMP. The brand was able to achieve an 81% viewability rate (benchmark 60%-70%), a 68% completion rate (benchmark 50%-66%), and a 99% Brand Safe Delivery as measured by IAS. ## Leading Agency Achieves 15% Decrease in Month-Over-Month CPM With Taboola Video A major U.S. finance company sought to educate consumers about the firm’s often-complex product offerings via a video series. Their campaign goal was to achieve high viewability. The agency managing the campaign was seeking high value inventory sources as well as top quality publishers where they could leverage their existing video assets. They partnered with Taboola, who made sure the brand optimized effectively to increase viewability and drive completion rate. The finance company was able to achieve an 80% viewability rate (benchmark 60%-70%), a 70% completion rate (benchmark 50%-66%), and a 15% decrease in CPM month over month. ## The Future of Programmatic Video The future of programmatic video advertising looks bright. New platforms are constantly evolving to help advertisers reach consumers, and rapid innovations in AI are introducing new and exciting ways to increase specificity in both targeting and creative output. Programmatic video advertising offers an ease and efficiency that marketers will continue to welcome in an increasingly complicated consumer landscape. ## Frequently asked questions (FAQs) ### Is YouTube considered programmatic? Yes, YouTube is considered programmatic advertising. You can buy ads on the platform via GoogleAds and target them to reach your specified audience. ### Can you buy Spotify programmatically? Yes, Spotify offers programmatic advertising. Users can leverage Spotify’s first-party contextual data to grow their audience reach. ### What is a potential limitation of attribution modeling? Attribution modeling can fail to show the entire customer journey, so credit might not be given where it is due. The format rewards online touchpoints, such as last click attribution, while often missing other contributing factors like word-of-mouth or in-store displays. --- ### Eight Best Digital Marketing Influencers in 2026 URL: https://www.taboola.com/marketing-hub/digital-marketing-influencers/ Last Modified: 2026-03-31 12:20:59 For advertisers focused on scaling, marketing influencers become solid strategic assets. These experts drive brand awareness, high-intent engagement, and measurable conversions by leveraging their established authority and niche communities. While your ideal partner depends on your specific sector — whether you need a B2B thought leader, LinkedIn strategist, or specialized micro-influencer — we chose the following 12 pros for their innovative approaches, accomplishments, and reach. What’s changed in our 2026 update: Six new influencers added: - Amy Porterfield - Brian Dean - Kim Garst - Rachel Karten - Steven Bartlett - Zaria Parvez ## 12 Best Digital Marketing Influencers to Follow in 2026 ### 1. Amy Porterfield @amyporterfield Who is she? Amy Porterfield is a digital marketing strategist and creator of the Digital Course Academy. Before becoming an entrepreneur, she honed her skills as the director of content strategy for performance coach Tony Robbins. This experience helped her master the art of high-stakes marketing and large-scale product launches. Why should you follow her? Amy is the definitive expert on the digital course economy. She specializes in helping experts, creators, and educators transition from trading time for money to building scalable online businesses. Her approach is rooted in the marketing-with-heart philosophy, focusing on high-integrity list-building and conversion-heavy webinar strategies. Follow Amy if you want to master the mechanics of a successful launch. She provides a tactical blueprint for using email marketing, lead magnets, and automated funnels to drive sustainable growth. Her top-rated podcast, Online Marketing Made Easy, breaks down complex marketing systems into step-by-step, actionable tasks, removing the guesswork from digital strategy. #### Main platforms: - Instagram (464K+ followers) - Facebook (359K+ followers) - LinkedIn (39K+ followers) - Podcast (Online Marketing Made Easy - millions of downloads) #### Main channels: Email marketing, digital course creation, webinar strategy, list building ### 2. Ann Handley @MarketingProfs Who is she? Ann Handley is the chief content officer at Marketing Profs and a true pioneer in the digital marketing space. She’s also written two Wall Street Journal bestsellers, including Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (co-authored with C.C. Chapman). As the world’s first chief content officer, Ann has spent decades teaching businesses how to escape the commodity content trap and find their unique brand voice. Why should you follow her? Handley is the content marketing industry’s leading advocate for empathy and high-quality writing in an AI-saturated world. While others focus on volume, Ann focuses on the art of building deep, lasting connections through honesty and storytelling. Following her is a masterclass in how to be incredibly useful to your audience. On her blog and through her popular newsletter, Total Annarchy, Ann delivers marketing wisdom with a signature wit that makes her insights as entertaining as they are transformative. She’s a powerhouse for anyone seeking to master the intersection of human creativity and digital strategy, reminding us that even in a world of big data and tech, at the end of every transaction is a human. As she says, “It’s silly to think about content marketing as a tactic. Content marketing is marketing. It’s not something that should exist in its own silo. It should always map to what your customer needs from you.” #### Main platforms: LinkedIn (506K+ followers) X (50K+ followers) Instagram (34K+ followers) Newsletter #### Main channel: Content marketing ### 3. Brian Dean @BrianEDean Who is he? Brian Dean is an SEO systems expert and the founder of Backlinko (acquired by Semrush) and Exploding Topics. Often referred to as the king of backlinking, he is credited with transforming SEO from a mysterious technical core into a reproducible system for high-performance content. Why should you follow him? Brian architected the skyscraper technique, a strategy that redefined how marketers approach link building and content creation. Unlike many SEOs focused on quantity, Brian advocates for quality at scale, showing how a single, well-researched post can outperform thousands of low-quality pages. You should follow him for his data-driven insights and tutorials. Brian is a master at identifying the exact variables that move the needle in Google’s search algorithms. Whether he’s dissecting the latest core update or sharing his power posting strategy, he backs his advice with massive datasets and real-world testing. With Exploding Topics, he shares how to spot market trends before they take off. He recently told Leigh McKenzie, director of online visibility at Semrush, “Relying 100% on Google traffic isn’t smart anymore.” Dean recommends building a brand that travels (e.g., it appears “on YouTube, TikTok, Instagram, LinkedIn, in people’s mailboxes, and in their podcast queues”). #### Main platforms: - YouTube (569K+ subscribers) - X (125K+ followers) - LinkedIn (97K+ followers) - Email (Backlinko/Exploding topics newsletters; 200K+ subscribers) #### Main channel: SEO strategy, link building, content marketing, trend forecasting ### 4. Gary Vaynerchuk @garyvee Who is he? Gary Vaynerchuk is a serial entrepreneur, sought-after speaker, best-selling author, and chairman of VaynerX. As the CEO and co-founder of VaynerMedia, a full-service digital agency, he oversees strategy for some of the world’s largest Fortune 100 brands, focusing on underpriced attention and the shifting dynamics of consumer behavior. Why should you follow him? Gary is a champion of day trading attention. He was among the first to master the art of content, proving that brands must stop interrupting the entertainment and become the entertainment. Gary uses deep dives into ad platforms and social commerce to offer a blueprint for remaining relevant in a fragmented media landscape. Following Gary is essential for anyone who wants (or needs) a wake-up call on the current market realities. He believes in providing value to your audience before asking for a sale. His podcast, The Gary Vaynerchuk Audio Experience, and his high octane social content serve as a northstar in platform-specific storytelling. Today, he continues leading the conversation on how AI, NFTs, and the creator economy are fundamentally restructuring the relationship between brands and their communities. #### Main platforms: TikTok (15M+ followers) Instagram (11M+ followers) Facebook (7.5M+ followers) LinkedIn (5.8M+ followers) YouTube (4M+ subscribers) X (3M+ followers) #### Main channels: Social media, performance ### 5. Kim Garst @kimgarst Who is she? Kim Garst is a social media strategist, best-selling author, and former CEO of KG Enterprises. A pioneer in the social media space, Kim has spent decades helping businesses simplify complex technology to achieve growth. Forbes has consistently named her a Top 10 Social Media Power Influencer, and she’s frequently cited as one of the most retweeted people among global marketers digitally. Why should you follow her? Kim is a master at humanizing technology. While many focus on the technical side of AI and analytics, she teaches you how to maintain the human touch while scaling with automation. You should follow her to learn how to train AI models to emulate your specific brand voice, so your automated messaging feels personal and authentic, not robotic. Small-to-medium business owners may see particular value if they want (or need) to leverage Facebook advertising and AI-powered content marketing without a big team. Kim specializes in actionable strategies, offering step-by-step instructions on using data and analytics to outmaneuver larger competitors. Her mantra is, “Show up, be authentic, and prosper,” and her content offers a roadmap to do exactly that in an AI-driven market. #### Main platforms: - Facebook (364K+ followers) - Instagram (62K+ followers) - LinkedIn (26K+ followers) - YouTube (25K+ subscribers) #### Main channels: AI-powered marketing, Facebook advertising, livestreaming, social selling, content strategy ### 6. Mari Smith @MariSmith  Who is she? Widely recognized as the “Queen of Facebook,” Mari Smith is an industry leader on Facebook marketing and social media strategy. As an internationally renowned keynote speaker and corporate trainer, she has spent nearly two decades helping businesses navigate the complexities of the world’s most widely used social media platform. Why should you follow her? If Facebook is a cornerstone of your digital strategy, following Mari is a no-brainer, especially if you’re an SMB. Her Social Scoop Facebook group is a constant source of guidance. She’s one of the few experts who works directly with Meta to shape its business tools and education programs; she also collaborated with the platform to establish the Facebook Blueprint certification process. Mari specializes in helping SMBs and global brands achieve organic reach in an increasingly pay-to-play environment. Her Social Scoop community is a goldmine for real-time guidance, and her expertise in Facebook ads and video marketing has earned her a client list that includes Verizon, Cisco, Microsoft, and Marketo. Follow her to master the balance of high-tech automation and high-touch relationship marketing that turns casual followers into loyal customers. #### Main platforms: LinkedIn (58K+ followers) X (256K+ followers) Facebook (256K+ followers) Instagram (49K+ followers) #### Main channel: Social media ### 7. Neil Patel @neilpatel Who is he? Neil Patel is an accomplished entrepreneur, investor, and digital marketing authority. He’s the co-founder of NP Digital and has launched several successful SaaS tools, including Ubersuggest and AnswerThePublic. Recognized by The Wall Street Journal and Forbes as a top global influencer, Neil has consulted for some of the biggest names in the business, including Amazon, eBay, and Google. Why should you follow him? Neil is the king of performance marketing at scale. He takes very technical concepts, like SEO, CRO, and web analytics, and breaks them down into actionable, data-driven blueprints. Whether you’re a solo founder or a CMO, Neil’s insights can help you bridge the gap between getting traffic and generating revenue. Follow Neil if you want to stay ahead of the curve in the AI-search era. Through his blog, YouTube channel, and the Marketing School podcast (co-hosted with Eric Siu), he provides real-time experiments and under-the-hood looks at what actually works in digital marketing today. He remains a leader of search generative experience (SGE) and omnichannel growth, teaching marketers how to dominate every touchpoint of the customer journey with precision and efficiency. His advice includes, “Treat product development as a user conversation: listen first, test fast, iterate always… Content marketing matters most when it serves users. Even the best ideas drop if no one understands or engages with them.” #### Main platforms: YouTube (1.5M+ followers) Facebook (1.1M+ followers) LinkedIn (795K+ followers) X (475K+ followers) Instagram (648K+ followers) Podcast #### Main channels: SEO, content, social media ### 8. Rachel Karten @milkkarten Who is she? Rachel Karten is a savvy social media consultant and creator of the Link in Bio newsletter. Formerly the associate director at Bon Appétit and Epicurious, she led her team to multiple accolades, including a National Magazine Award and a Webby for social content. Today, she’s widely regarded as one of the sharpest voices in the social media management space. Why should you follow her? Rachel is the anti-guru of social media. Instead of chasing algorithm hacks, she focuses on the psychological and creative foundations of engagement. Her newsletter, Link in Bio, which offers a behind-the-scenes look at how the world’s most successful brands run their social accounts, has grown into a community of 100,000+ professionals. Social media managers and brand strategists who want to move beyond the surface level should follow Rachel. She provides actionable strategy posts, trend reports, and a dedicated Discord community where industry pros trade real-time advice. Her work bridges the gap between consumer behavior and brand execution, making her a key resource for navigating the post-follower era of digital marketing. In an interview Karten hosted with Aila Morin, CEO of Merit, Morin shared, “Every creative is now essentially a marketer, and every marketer has to think like a creative. And you cannot expect that one person encapsulates all of those things because social media is creative, it’s analytics, it’s a sales channel, it’s a storytelling vehicle, it’s customer experience and feedback. To not understand that ecosystem is a huge disservice.” #### Main platforms: - Substack (Link in Bio; 102K+ subscribers) - Instagram (72K+ followers) - LinkedIn (52K+ followers) #### Main channels: Social media strategy, brand consulting, community building, creative storytelling ### 9. Rand Fishkin @randfish Who is he? Rand Fishkin is a legendary entrepreneur and the Wizard of Moz. After co-founding and leading Moz to become a global SEO powerhouse, he co-founded SparkToro (an audience research tool) and Snackbar Studio (a creative video game venture). Since 2001, Rand has been at the forefront of the search industry, transitioning from a niche blogger to one of the most trusted authorities in digital marketing history. Why should you follow him? While others chase algorithm hacks, Rand focuses on the inbound philosophy, i.e., creating such immense value that customers find you. He created the Whiteboard Friday video series, which taught an entire generation of marketers how to navigate the technical and creative complexities of SEO. Today, he’s a go-to resource for understanding audience intelligence and zero-click content. He teaches marketers how to thrive in an era where platforms like Google and Meta try to keep users on their own sites. Following Rand offers a grounding in transparency: He’s candid about the “dark side” of venture capital and the importance of building a chill but profitable business. If you want to know where your customers hang out online and how to reach them without wasting money on low-ROI ads, Rand is your primary source of truth. It’s worth checking out The Moz Blog as well. #### Main platforms: LinkedIn (201K+ followers) X (455K+ followers) #### Main channel: SEO ### 10. Seth Godin @ThisIsSethsBlog Who is he? Seth Godin is a marketing guru, entrepreneur, member of the Marketing Hall of Fame, and author of over 20 books. A former VP of direct marketing at Yahoo!, he spent decades teaching the world that marketing is an act of help rather than a tactic of manipulation. He’s widely considered the godfather of modern ethical marketing. Why should you follow him? Seth pioneered permission marketing, a concept that revolutionized the industry by replacing interruption ads with the idea of earning a customer’s attention. He teaches that being a “purple cow” — remarkable and worth noticing — is the only way to survive in a crowded marketplace. Following Seth is essential for marketers who want to lead, not follow. He has the ability to strip away the jargon and focus on the human psychology behind why we buy and who we trust. Through his daily blog and his Akimbo podcast, Seth teaches how to build a tribe. In an era of AI-generated noise, Seth’s focus on empathy, “the dip” (knowing when to quit or stick), and delivering anticipated, personal, and relevant messages is more critical than ever. One Quora contributor said about Godin, “In my case, reading his blog — which is always short and to the point — has been uncanny as practically I could apply the idea right away to some issue at hand. And they work. He is one of my favorite ‘writer-thinkers.’” #### Main platforms: - X (723K+ followers) - Facebook (519K+ followers) - Instagram (413K+ followers) - LinkedIn (270K+ followers) #### Main channels: Content marketing, email marketing, permission marketing ### 11. Steven Bartlett @stevenbartlett Who is he? Steven Bartlett is the quintessential modern entrepreneur, author, and investor, who rose to fame after founding the social agency Social Chain in his bedroom at age 21. Today, he’s a voice in the global business community, serving as a “Dragon” on the BBC’s Dragon’s Den and the founder of companies like FlightStory and Thirdweb. Why should you follow him? Steven knows the personal-brand-as-a-platform strategy inside out. He has successfully transitioned from a behind-the-scenes agency founder to one of the world’s most influential creators. His podcast, Diary of a CEO, has redefined the long-form interview format, blending vulnerability with high-level business insights to reach millions of weekly listeners. Follow him for his deep dives into psychology, digital storytelling, and the attention economy. He provides vital information on how to build trust at scale and advocates for the 1% margin rule — the idea that consistent, tiny improvements in content and strategy lead to exponential growth. His insights are particularly valuable for those who want to understand the future of web3, influencer marketing, and the relationship between founders and their audiences. #### Main platforms: - YouTube (14.9M+ subscribers) - Instagram (4.8M+ followers) - TikTok (Diary of a CEO; 4.5M+ followers) - LinkedIn (3.1M+ followers) - X (372K+ followers) #### Main channels: Podcast marketing, personal branding, social media strategy, entrepreneurship ### 12. Zaria Parvez @zariaparvez Who is she? Zaria Parvez is the mastermind behind the chaotic, unhinged, and wildly successful persona of Duo, the Owl. As the senior global social media manager at Duolingo, she redefined how brands interact with audiences in the 2020s. In 2025, she became head of social at DoorDash. Why should you follow her? Zaria is the architect of lo-fi brand storytelling. By prioritizing humor, memes, and an audience-first approach, she transformed Duolingo from a language-learning app into a viral pop-culture icon. Under her leadership, the brand’s TikTok presence exploded from 50K to 12M+ followers, proving that authenticity and risk-taking often outperform polished corporate messaging. She’s a must-follow for anyone interested in social media management, community building, and Gen Z strategy. Parvez frequently speaks about the power of unhinged marketing and how to foster deep brand loyalty through cultural relevance, rather than massive advertising budgets. “Zaria set the standard for what it looks like when a social pro is trusted to do what they do best,” said Karten. “She pushed bold ideas through, even when they weren’t easy to get heard, and showed how powerful a clear, authentic tone of voice can be. A real trailblazer for so many of us in social. Can't wait to see what she does next!” #### Main platforms: - TikTok (211.5+ million followers) - LinkedIn (149K+ followers) - Instagram (12.9M+ brand followers) #### Main channels: Social media strategy, Gen Z marketing, community management, viral content creation ## What a Marketing Influencer Can Do for Your Business Top-tier influencers have spent years documenting the evolution of performance advertising across social, mobile, and video platforms. This shift has fundamentally redefined modern consumer engagement. These digital marketing influencers represent the industry gold standard. Following them is the most efficient way to master emerging trends, leverage AI-driven insights, and refine your performance advertising strategy for a digital-first audience. ## How to choose the right digital influencer for your campaigns ### Audit previous partnerships Influencers are strategic partners who can help shape high-impact campaigns, but success requires a precision fit. Prioritize creators with a proven track record within your industry or adjacent sectors. While an exact apples-to-apples match isn’t always necessary, there should be a clear overlap in audience demographics and growth objectives to ensure your brand message resonates. ### Analyze engagement over reach While an influencer must be able to sell their own brand, the true litmus test is their engagement rate. In 2026, raw subscriber counts are secondary to active participation. Are followers meaningfully interacting with their videos, reels, and posts? High engagement signals a loyal, attentive community — the ideal environment for driving business growth. A caveat: Don’t assume a following on one platform guarantees influence elsewhere. A creator might have a quiet X account while commanding a massive, high-conversion audience on TikTok or LinkedIn. ### Leverage micro and macro influencers Massive follower accounts don’t always equate to massive influence. Micro-influencers (10K-100K followers) often deliver higher conversion rates and stronger niche authority than macro-celebrities. Diversify your strategy by engaging with specialized creators who align closely with your specific industry or channel targets. Remember that influence often extends beyond social feeds. Offline influencers (those who dominate conference stages, author bestsellers, or curate high-growth newsletters) can offer authoritative reach that social-only creators can’t match. ## Key Takeaways Performance advertising remains a cornerstone of high-revenue digital strategy. By following industry-disruptive influencers, you gain access to veteran knowledge and real-time trends that can future-proof your business in an evolving market. ## Frequently asked questions (FAQs) ### What is influencer marketing in digital marketing? Influencer marketing is the strategic practice of leveraging an individual’s credibility and reach to build brand awareness. It allows brands to bypass the noise of traditional advertising by connecting with audiences through a trusted, organic voice. ### How is influencer marketing paid? Compensation models have become increasingly performance-driven: - Flat fee: A set rate for specific deliverables (posts, videos, stories). - Pay-per-post or pay-per-view: Compensation depends on the number of posts or views the influencer reaches. - Performance-based: Payouts tied to measurable results like clicks, leads, or sales (CPA). - Product/service exchange: Compensation via exclusive services or high-value products. - Retainers: Monthly fees for “always-on” brand ambassadors. ### Who is the best internet marketer? The “best” depends on your goals, but industry leaders like those above consistently set the standard for innovation and results. ### How do you become a digital influencer? An influencer builds success on three pillars: - Niche authority: Focus on a specific area where you have genuine passion and expertise. - Audience insight: Build a deep understanding of your followers’ demographics and habits. - Community engagement: Foster loyalty by consistently interacting with your audience through comments and personalized content. Strategic networking: Collaborate with other creators and brands to expand your reach. --- ### How to Execute Your Holiday Campaign with Taboola (Part 3) URL: https://www.taboola.com/marketing-hub/holiday-campaign-part3/ Last Modified: 2025-06-09 11:43:38 As retail and eCommerce marketers race towards the holiday season, so do their online marketing campaigns. It’s a time of year that you don’t want to miss out on, and adding Taboola to your media mix is a must for campaign scale. In this series, we’re releasing recommendations for you to build the best Taboola holiday campaign. We started with insights on planning and ad creatives—check back there if you’re just getting started. When you’ve reached the point where you're ready set-up your Taboola campaign for launch, the most important thing is to know how to optimize in real-time for the biggest return on ad spend (ROAS). ## Have the right expectations for your KPIs. There are two metrics that always stand out for marketers—cost per click (CPC) and cost per acquisition (CPA). It’s tempting to just generalize your goals, and plan to optimize for the lowest CPC and CPA possible. Doing this from the beginning could actually hurt your campaign, instead of helping it. Start with a healthy and realistic CPA goal. A healthy CPA should be your starting point, because it will allow you to optimize for a higher CPC. Ultimately, this will open your campaign up to more people, allow you to collect more data, and later provide scalability. Choose your CPC with conversions in mind. CPC is a common performance metric that is often misunderstood. CPC is your key to increasing the amount of conversions for your holiday campaign—savvy advertisers use them to scale across the open web and bring in higher amounts of traffic at the outset. You can later revisit, optimize and adjust bot your CPA and CPC KPIs for the best return on your spend across the Taboola network. ## Cast a wide targeting net when you first start. With the same idea as CPC and CPA goals in mind, you also want to cast a wider targeting net at the beginning of your campaign. You’ll want to do this on three fronts—site, geography and device. Start by site. Each publisher has a natural audience that they attract, and when you’re looking at your targeting options, look at each publisher’s average performance. Choose publishers with a significant amount of data, as those metrics will be most indicative of past success. “When you think about optimization for your campaign, start by looking at the performance by site, not just simply region and spend.” – Sean Adkins, Media Account Manager, UK, Taboola Target by geography. It might be tempting to start global, but this isn’t the best choice. In reality, the competitive landscape (and therefore, appropriate CPC) for every country is different. If you’re targeting multiple countries, try running different campaigns for each. The same goes for device. By focusing on targeting specific devices—desktop, mobile and tablet—and countries, while also paying attention to which campaign is performing best, you’ll get the most amount of insights as you go. This makes it easier to optimize and pivot to reach your goals. ## Once you’ve got the data, target for desired ROAS. You’ll likely be surprised by the audience you attract while you’ve spent the first sprint of your campaign collecting data. We’ve seen a very male-oriented client, for example, find that women were actually buying its product—men’s underwear—in droves. Based on this data, they pivoted to targeting female audiences with Data Marketplace, and adjusted their creative and landing pages to suit their needs. You can also take advantage of tools like retargeting to further adjust your audiences for better return. Follow this guide for each of your holiday campaigns, and plan for a change in direction when promotions and shipping dates approach. The best Taboola campaigns are run by marketers who do one thing—they test as they go. As a reminder, as you look to optimize your content as you go, eCommerce best practices take a deep dive into creative recommendations. With this series, we’ve set up you up for your best chance for success on the Taboola platform—from the team, happy holidays! --- ### How to Create Your Holiday Campaign with Taboola (Part 2) URL: https://www.taboola.com/marketing-hub/holiday-campaign-part2/ Last Modified: 2025-06-09 11:42:51 The holidays are big business for retail and eCommerce—adding Taboola to your ad campaign mix this season is your best bet for success. This is part two of our holiday series; to see our recommendations for planning your holiday campaign with Taboola, start here. The creatives for your holiday campaign can make or break your success—and this is a crucial time of year to get it right. According to eMarketer, November and December will account for 23.6% of all commerce sales in 2017. Mobile ecommerce is expected to grow by 38% to account for 34.5% of all ecommerce sales in 2017. The growth in online sales this year is just another reason to diversify your holiday media mix. These are our creative recommendations for building the biggest, baddest holiday campaign out there. ## Create a holiday landing page that converts. The landing page you use for your holiday campaign is half the battle—this is where you’ll convince your visitor that they need your product. - If there’s content on your page, it should inform first and sell second. - If you’re sending users to a product landing page, there should be multiple options for them to convert. - Don’t focus on multiple actions, it should be clear the one thing you want users to do. - If the product is personalized, gamification is best. In one case, we saw a fashion retailer increase their mobile leads by 960% with a gamified funnel. ### Bombfell sees 960% increase in mobile conversions. Bombfell, a personal clothing service for men, saw immense success on a mobile platform with a gamified funnel. People visited Bombfell’s landing page and were greeted with a gamified form that took them through a personalized clothing recommendation journey, before asking them to subscribe to the service at the end. Once your landing page is complete, the ad creatives are the next step. Set yourself up for success with our recommendations for campaign size and creative direction. ## How many ad creatives do you need? Running one creative, or combination of photo and headline, isn’t going to cut it. You need several creatives to best optimize your campaign as it runs—but just how many is several? Our research shows that globally, across the gamut of verticals, the best performing number of ad creatives for a campaign is seven. Campaigns with 11 creatives did second best, while those with 14 did third best. When we dive into specific verticals, the best performing amount of creatives varies. Test the amount of creatives for your vertical to optimize your campaign as it runs. - Autos: 26 - Entertainment: 2 - Food: 2 - Lifestyle: 7 - Beauty: 29 - Family: 16 - Gambling: 5 - Pets: 1 - Business: 21 - Fashion: 12 - Health: 9 - Sports: 1 - Dating: 13 - Fitness: 2 - Home: 5 - Tech: 27 - Education: 20 - Finance: 22 - Investment: 17 - Travel: 27 As we said above, the number of creatives is indicative of the number of headline and image combinations. So, for example, if the recommended number of creatives for your vertical is 15, you’ll want to write 5 headlines and select 3 images at the start. You can then mix and match these headline and image combinations for a set of 15 different creatives to test and optimize. ## What should your creatives look like? Image and headline trends change all the time—you can track these changes at trends.taboola.com, a destination that’s updated weekly for marketers. We’ve created a tab specifically for holiday insights that make recommendations based on data from the 2016 holiday season. There are some notable trends for both images and headline keywords that stand out: - Use Images with people during the holiday season—they have an 88% higher CTR, versus only 35% this week. - Don’t use images with food during the holiday season—the CTR for images without food is 45% higher during the holiday season then now. - Use images with animals during the holiday season—the CTR for images with animals is 65% higher CTR during the holidays and this week. We also took a look at some trends in the US, UK and France: - US and UK fashion marketers should use the keyword “Free” in their headlines during the holidays. - UK marketers should use images of women—the CTR in the UK is 85% higher, with no difference between men and women in the US. - French marketers should use images of people taken outside—the CTR is 52% higher during the holiday season. - UK marketers should use images of people taken inside—the CTR is 9% higher during the holiday season. - For UK marketers targeting french people in the UK, the uplift in images take outside still holds—the CTR is still 66% higher for images of people taken outside. There are two main keys to creating the best ads possible for your holiday campaign—test them early for success and play on holiday themes. Being specific about your holiday offers will help qualify people as they move forward in their buyer journey. Once you’ve built your suite of creatives, the next step is to set up and execute your campaign. --- ### How to Plan Your Holiday Campaign with Taboola (Part 1) URL: https://www.taboola.com/marketing-hub/holiday-campaign-part1/ Last Modified: 2025-09-01 08:54:39 The holiday season is coming soon, but the time for advertisers to gear up for their holiday campaigns is already upon us. For the retail and eCommerce marketers, it’s your time to shine—we can’t overemphasize the importance of putting together a detailed plan for your campaign. Starting early is key, as the potential for online sales is huge. According to a recent report from eMarketer, eCommerce’s total share of retail sales will reach a record of 11.5 percent in 2017. In parallel, Mobile eCommerce is expected to grow by 38% to account for 34.5% of all ecommerce sales in 2017. With potential like that, you should be planning your online marketing campaigns early—but more importantly, it’s important to optimize your campaigns as you go so they run smoothly. Paid social media and search campaigns are likely to already be a part of your holiday mix. Discovery is the channel you need to be focusing on for scale—Taboola can help you target both an audience that you know will be interested in a purchase, as well as those new audiences that scale. Now is the time to start. Last year in November and December, we saw lead generation content convert at over two times the yearly average. The click through rates (CTRs) for content at this time of year were 12.5 percent higher in December than the average for all 2016. That’s a lot of potential cheddar. In this blog series, we’ll discuss how you plan, create and execute on these campaigns quickly for a successful holiday season. ## Understand your potential for success. You know that your potential for holiday sales are big, but just how big? Mapping out this potential is the first step towards budgeting and planning your content distribution strategy. To show the potential change, we ran an analysis to show the difference in conversions on the Taboola network before and after the holiday season. We compared the non-shipping season—before the holidays, August 24th to November 24th, and after the holidays, January 2nd to February 2nd—to prime shipping season, November 24th to January 2nd. During these time periods, we looked at 6,775 campaigns with strong calls to action (CTAs). Here’s what we found: During shopping season, there was a 52% increase in CTR. The biggest increases happened for the following verticals: - Fashion: 226% increase - Pets: 181% increase - Auto: 146% increase - Home: 51% increase - Tech: 45% - Lifestyle: 25% increase Knowing the extent of the scale you can generally hope to see allows you to effectively plan your conversion and revenue goals for the upcoming holiday season—the first step is making sure those goals are realistic. ## Build a budget based on your most important metric for success. When you’re planning your holiday campaign on Taboola, you’ll want to first define your leading KPI—this is the metric, or metrics, that will be most important to you in your measurement of success. Set this goal with at least a two-step budget in mind. If your goal is sales, you’ll want to first allocate more budget to a wider audience to collect as much data as possible for insights on your best converting audience. Second, you’ll want to optimize with targeting options like Data Marketplace or Retargeting to get the maximum value from your campaign. ## Time your campaign around promotions, if relevant. A lot of retailers offer promotions or have sales during the lead up to the holidays. When planning the dates your campaign will run, you’ll want to determine your ability to offer certain promotions in that time period. In addition to planning your campaigns around your promotion dates, tell your audience—add your promotion’s end data to the end of your creative for better performance. If promotions will need to adjust in real-time, plan to build these creatives beforehand for easy adjustment as your campaign runs. One last thing to build into your timeline—Don’t forget to plan for shipping. We’ve seen some eCommerce companies make one simple mistake; they forget to stop running their campaigns in enough time to make shipping deadlines. While of course there’s no harm in trying to drive sales after your holiday shipping date, your conversion rate could drop as people visit your site and realize they won’t receive gifts in time for the holidays. Calculating your goals, planning your budgeting and building your timeline is just the first step. Next, you’ll need to build the creatives and landing pages for your holiday campaign. We’ll explore this in part two in our holiday series. --- ### Google or Taboola: Taboola versus Adsense, and other Product Comparisons URL: https://www.taboola.com/marketing-hub/taboola-versus-adsense/ Last Modified: 2026-06-22 08:50:56 Taboola and Google offer a lot of the same products for publishers and advertisers alike, but from our advertisers, we often get the question, "What's your take on Taboola versus Adsense?" One clarification here—this is the wrong question. Adsense is publisher product. What they're really asking is our take on Taboola versus AdWords. Publishers use Google's AdSense platforms to monetize their content with ads from the Google Display Network (GDN). Like Taboola, AdSense matches ads to content—so if a fertilizer company has bought ads through Adsense, they're be displayed through GDN with an article about gardening. What’s more important for advertisers to understand is that native advertising and search advertising are two completely different channel strategies—if you're pitting Taboola versus Adsense, you're thinking about it wrong. Each have their benefits, and the two can be complementary. ## Taboola versus Adsense is the wrong question—you want to understand search versus native. Search advertising is an incredibly powerful marketing tool, with one major flaw—it doesn't work if your audience doesn't know what they're searching for. If you sell furniture, and you've invested in Google AdWords results for words like “sofa," “bed frames," or “dining tables," people who are looking to buy these items will find you when they're Googling for search results. What about the people who are higher up the sales funnel? You’re missing out on them, as well as people who aren't already looking for your products because they don't know it exists. No matter how much of your marketing budget you're pouring into AdWords, you simply aren't going to reach those customers with search advertising. When Taboola started working with Blue Apron, for example, the meal kit delivery service was new to the market. People weren't discovering Blue Apron through search because they hadn't heard of the company and didn't know to look for it. Unlike search solutions like Adsense, an investment in native discovery where their ads had the look and feel of the pages on which they appeared, was very successful. Consumers at the top of the sales funnel then became aware of the brand, and knew to search for them as they progressed down the funnel, toward researching and then trying the service. ## It's not just Adwords: Taboola versus GDN This is the major difference between GDN and Taboola—Taboola's content blends in with the publisher's content. It's more natural for readers to want to click on them when they finish reading something—almost as if they were turning to the next article in a magazine, except that they can choose from a selection of articles from the web, depending on what they find the most interesting. The Taboola and Google Display Network platforms differ in another key way. GDN ads are largely pushed out to AdSense publishers based on the advertisers' AdWords accounts. This means that the success of a campaign run through GDN still hinges on consumers knowing what they're looking for. Taboola, on the other hand, allows customers to discover content more organically, based on where they are now, rather than what they're looking for. ## Is there still room for search? Absolutely, don’t ditch search quote yet. In fact, search engine marketing still accounted for nearly half of the digital marketing efforts for content promotion and B2B marketing in 2016. Search is invaluable when there's intent. If customers are searching for you, it's because they want something from you, providing an opportunity to capture customers who are ready to make a purchase. Native ads can supplement your search strategy. Think again about Blue Apron. After a consumer stumbles across a Blue Apron native ad and learns about all the service offers, they may not be ready to subscribe right away. When they decide they are ready to invest in a meal preparation subscription service, they'll remember Blue Apron and search for it (or, at the very least, they'll recognize Blue Apron's name when they search for more generic terms). In this hypothetical example, native and search together closed the deal. ## How do we balance search and native? Content in native ads should never assume that the viewer knows anything about your brand. Use native ads to help consumers discover your company or offerings—this is where you educate and build awareness. Content in search ads, on the other hand, should assume consumers already know something about you and want to do more than learn—whether it's getting the information they need to make a final purchasing decision, or actually making that purchase. Native ads, when combined with search, can capture almost the entire sales funnel—but it's important to understand that they serve two different purposes and tailor content and investment accordingly. --- ### How Editorial Content Should Be Build to Maximize Engagement URL: https://www.taboola.com/marketing-hub/the-advertisers-guide-to-the-ux-of-engaging-editorial-content/ Last Modified: 2025-04-28 12:36:59 An effective content strategy is founded on a wide variety of content. Brands produce videos, infographics, sales collateral, press releases and content for landing pages; and then, of course, your content discovery placements and social media creatives to distribute it all. Then, there’s my personal favorite—editorial content. Often written in the form of blog posts, guest posts and executive bylines, editorial content is a great way to educate your customers, build a trusting relationship, and engage with them. The thing about engaging editorial content is that it’s great for two goals brands often have: brand awareness and lead generation. Unless your content is built to be engaging, you won’t achieve either. If you’re pitching a byline or a guest post, you have less control over the user experience (UX). If you’re hosting your content on a landing page, or within your own editorial brand environments, such as a branded magazine or blog, you have the ability to ensure your editorial content is working the hardest it can for you—and trust me, the UX of your editorial content can have a huge impact: - According to CNET, a simple change in link color on Bing led to an additional $80 million dollars in revenue. - Poynter reported that Time.com’s bounce rate dropped by 15% after they implemented infinite scroll. - Finally, Business Insider reported that you’re more likely to survive a plane crash or win the lottery than click on a banner ad. I sat down with Taboola Creative Strategy expert Sean Surdovel to discuss the UX of the editorial content that drives the most engagement for our client brands. You’ve spent the energy crafting the perfect editorial content—here’s how to set it up so your audience takes the action you’re looking for. ## Step 1: When you write; inform first, sell second. Me: First, the obvious question before we get into UX. If you want to encourage your audience to engage with your brand, what should you write about? Sean: “The biggest rule we tell our clients is to inform first and sell second. Users that are arriving on your page through content discovery are probably discovering you for the first time—it’s not the time for a hard sell. “We see the best performance between 400 and 600 words for B2C content. B2B content can be longer because content consumption becomes a productive task if it's benefitting your business. The real trick though is to be innovative. Videos, photo galleries, and quizzes have the potential to unlock whole new audiences for a product, and brands should experiment with them. "We see the best performance between 400 and 600 words for B2C content." - Sean Surdovel, Creative Strategy “Whatever the topic, you need to be precise about what it is you want from the audience. A visitor won’t buy into your brand if they don’t know who you are or why they should.” ## Step 2: Keep the page clean, and stick with black and white. Me: What’s the best way to keep your audience focused on the actions you want them to take? Sean: “Keep the page clean. Extraneous clutter on either side of your content or in the navigation bar is distracting. Most content consumption happens when users are between more planned tasks, so chances are they aren't giving you their full attention—a clean user experience is one of the most important things you can do to keep them engaged. “A simple black font on a white background is best. I’ve seen a lot of sites that try to break this rule, but in this case, traditional works. “Also keep in mind that your content should be easy to skim. Editorial design should include an easy to understand header structure, stand alone block quotes, images that ‘pop,’ and easily identifiable links, so a visitor can tell immediately whether or not a piece of content is for them.” ## Step 3: Cut off an image at the fold, so people scroll. Me: Once you have a visitor in your environment, how do you keep them for longer? Sean: “A visitor probably won’t stay long if you don’t get them to scroll. You can get people to scroll by making it clear that there is more compelling content further down the page. “Adding images at the beginning or midway through the article goes a long way in making editorial content inviting." - Surdovel “You can do this by cutting off an image at the fold. We do this because our brains automatically seek to complete incomplete imagery. The user wants to complete the image that’s cut off, and consume your content in the process. “Adding images at the beginning or midway through the article goes a long way in making editorial content inviting—just don’t let an image take up the entire width of a page, as this will indicate to them that they should stop scrolling.” ## Step 4: Make navigation easy so readers don’t get annoyed. Me: What’s the number one way you can annoy a reader, and ensure they inevitably leave? Sean: “If it’s unclear how to navigate your page, a reader will leave. It has to be crystal clear how they should interact with your content, and where they should go next. For example, if you have a pop-out gallery in your content, make sure that gallery loads quickly, is super easy to navigate and to close. "Users will instinctively close pop-ups without reading them. If you need to rely on a pop-up then make sure it’s triggered only once a user has engaged with your page." - Surdovel “Same goes for calls to action (CTAs). If you any type of disruptive CTA, and it’s not immediately clear to a person who’s not interested how to close it, they’re going to leave your site. Users will instinctively close pop-ups without reading them. If you need to rely on a pop-up then make sure it’s triggered only once a user has engaged with your page. “Bolded sub-headers, relatively big fonts and short paragraphs also make a page easy to navigate and be careful with your links. If you need to link outside of your site, make sure that link opens in a new tab.” ## Step 5: Write a CTA that is crystal clear, with one goal. Me: So, now for what we really all want to know, how do I write the perfect CTA for a piece of editorial content? Sean: “You’re telling a user why they should take an action in a simple way, so give them an incentive. If they’re signing up for a newsletter, give them a piece of gated content for free. If they’re making a purchase, give them a discount or some other added value. “But most importantly, pick ONE action. Too many options will overwhelm the reader—tell them exactly what to expect after they click. Action language like “buy,” or “sign-up” is clear to a visitor.” ## Step 6: Engaging CTAs, like quizzes, really work. Me: Where is the best place to put a CTA on an article page, and what should it look like? Sean: “If brands haven’t already, I like to suggest adding a less aggressive CTA about a third of the way down your page. Hyperlinked text in a separate row can work well for this. You should also place one immediately below the article body, so when a person is finished reading, they have an immediate next step. This is especially the most effective place when using Taboola. In most cases, our users find your content at the end of the article, so it makes sense that's where they'll engage with your CTA there, too. "You should also place a CTA immediately below the article body, so when a person is finished reading, they have an immediate next step." - Surdovel “If you can make it a game—bonus points. We’ve consistently seen that CTAs in quiz format will make the user more likely to follow through with an action. “There are a couple of don’ts I’d like to share, and the first is do NOT make your CTA look like a banner. Banner blindness is real, and users will ignore it. Even separating your CTA from the article with a block of background color will have the same effect. “Also, stay away from the right rail on desktop—users are engaging with your article and will miss it there. Same goes for pairing CTAs with share buttons or comments. Brands shouldn’t just rely on a floating CTA in the footer, which is pretty common. Users will most likely miss it if it appears as part of the window instead of as part of the content.” There’s a lot that goes into a good CTA—the message, the placement, and the design all have an impact, and all should be tested for success based on your personal brand. One thing emerged from my interview with Sean above all else—while these are great standard practices to follow, for which we’ve seen a lot of client success, you need to test your success on your own. Every audience is different, and A/B testing major elements of your page on a regular basis will ensure that your editorial content is reaching its maximum potential. You can also check out our creative strategy team's best practices for creatives on our network, landing pages, app marketing and eCommerce brands. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us or start your campaign today. --- ### A History of Content Marketing: A Trip From Pop-Up Ads to Now URL: https://www.taboola.com/marketing-hub/what-discovering-content-used-to-look-like/ Last Modified: 2026-06-22 08:28:37 A long time ago, marketers had an information problem. It didn't move very easily. If an ad ran in yesterday’s newspaper, or if the commercial aired last night, what good is it to the customer looking for you today? Enter the digital age: World Wide Web, browsers, social media, digital phones, access at our fingertips. Then came another problem. How do you take all the information collected in this ocean of data and get it to the right people at the right time? In the 20-plus years of digital living, marketers have been on a quest to crack the code to use it to reach and convince customers. Here's a look at the two-decade journey of the history of content marketing and digital marketing. ## Search engines At the dawn of the 1990s came the search engine, which was key in opening up the Internet to everyday users. Even so, once those search engines kicked up their lists of results, it sometimes took some digging to find what you really needed. In 1998, the Google juggernaut arrived, the search engine that could do it better. By ranking results based on the relevant keywords and links, users became used to finding pages with relevant information quickly. As good as it was for searchers, ranked results were fantastic for entrepreneurs wanting to connect with customers. The downside: If they're just looking, those eyeballs will sail right past that call to action. ## Banner ads In October 2014, the internet had something to celebrate: The 20th anniversary of the first banner ad. Sounds dubious, but it's an interesting story. The AT&T ad that appeared on HotWired.com (which was, at the time, the digital offshoot of the magazine Wired) garnered an impressive click rate of 44 percent. If you look beyond the novelty of the ad, it was strikingly different from the banner ads we know today. It was a portal to an experience, where you could interact with a map of museums around the world and click on famous works of art. And it was brought to you by AT&T. The message: Our digital future is around the corner, and AT&T is on the trend. “We knew that if we asked ourselves, ‘How can we help people?’ rather than, ‘What can we sell people?’ we could rewire people’s brains to seek out brand experiences, rather than run from them,” said Joe McCambley, who led the team that created this ad. Of course, digital users of today are certainly running from banner ads, because they're predictable. They're going to sell you something. Eyeballs learned to look past them, to the tune of 80 percent, and people are spending money to make them disappear from mobile browsing, with 63 percent of millennials using ad-blocking software. What about McCambley’s crazy idea of using digital to get people to seek out brand experiences? Put a pin in that. Learn the differences between banner (display) ads and native advertising. ## Pop-up ads Is this a way to discover content? Not really, unless you are in the market for that specific thing and you’re ready to buy. As the creator explained it, pop-up ads were created in the late 1990s as a way to get eyes on a message, without necessarily striking a direct association between the brand and the publisher. That quickly fell down as yet another internet brand experience people want to brush aside so they can get back to reading. (Unlike Pop Up Video, they didn't even give us fun facts!) Its creator has since apologized. ## Social media Now we're at Harvard University, 2004, and those college kids are really digging TheFacebook! At the time, founder Mark Zuckerberg was reluctant to include ads, but it wasn’t long before they went up. (Briefly, a little caption ran above them: “We don’t like these either, but they pay the bills.”) Still, one thing became clear. At last, local businesses had a way to reach a very specific, engaged audience — college students. That’s the beauty of social media advertising. It’s a way to target very specific audiences based on their demographics. Later, the algorithm evolved to respond to user behavior. At first, Zuckerberg wasn’t very concerned about ad content. ## Native advertising As advertising moved away from the side rails of Facebook and became a part of the content, something changed. Here was a publisher that didn’t want ads to disrupt and distract users from the experience. These ads should integrate. As you look at the sponsored posts of today on Facebook or Twitter, they don’t flash and pop-up and cover your screen. Much like a banner ad, you may see branded images and a call to action. At the same time, they are confined to the space of the post, and they look, feel and work like the other posts. Today, Facebook now has $25 billion in advertising revenue and 1.86 billion active users. Social media represents 20 percent of all digital ad spending. Considering the average digital user spends two hours a day scrolling through social, a sponsored post can rack up an impressive number of impressions! ## Programmatic ads This newer, less familiar marketing term takes an intensely focused approach to digital advertising. It brings the message to the user at a specific moment, when it's most relevant to the customer. The example that rises to the top is Madden’s “giferator” of 2014. This allowed football fans to grab an animated re-creation of a big play, while the game was still going, and turn them into gifs. This brought the celebrating and taunting on social media to a new level. What brought football fans to the giferator? A banner ad, of all things. It didn’t lead to a hard sell. It helped people enjoy the game. People willingly participated with the brand. When you think back on what McCambley said about his original banner ad, this campaign checks off many of his boxes. ## Content discovery Want to know something surprising about content discovery platforms such as Taboola? One might think of it as fairly new to the digital scene. Yet when you look back, it's part of a long, rich history of marketing. Look at the primary goal, which is to create content that helps or entertains the user. Messaging is secondary. Just look at any history of content marketing, and you'll get the idea. The classic example is Poor Richard's Almanac, published by one of our founding fathers, Benjamin Franklin. His goal was to entertain and inform his readers in a package that promoted his printing business. Today, you can now do the same, with all the advantages that digital has to offer. Taboola has a large network of high-quality publishers to help you get more eyeballs on your message. At the same time, your message isn't tangled up in the downsides of digital advertising's past. That's because much like native advertising, the content integrates with the publishing site, so it doesn't distract or annoy readers. They move seamlessly from the publishing site they visited, to your message. Unlike many forms of digital advertising, content discovery delivers high-quality content designed to help or entertain the reader. Just as promised in the headline. That's what we call a digital win. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us or start your campaign today. --- ### Paid Content Distribution: How Does it Actually Work? URL: https://www.taboola.com/marketing-hub/easy-guide-paid-content-distribution/ Last Modified: 2025-11-04 13:54:48 The most popular channels are social media advertising, SEO, or pay-per-click advertising, digital display ads, and sponsorships.You may be creating great content for your business and sharing it organically. But to truly maximize reach, paid distribution can push your content to the next level, jump-starting engagement and breathing new life into old content. The Content Marketing Institute found that 84% of B2B marketers use paid channels. Read on to learn more about the paid content distribution options available. ## The Different Types of Paid Content Distribution Channels ### Social Media Paid Promotion Social media tops the list of paid distribution channels in the Content Marketing Institute survey, which makes sense — it’s very easy to set up, especially as businesses overwhelmingly already have social media accounts. Social media platforms let you choose audience type, region, demographics, industry, and more. This targeting works well and can help to localize content in an authentic, useful way. Each platform offers its own options, such as LinkedIn’s Sponsored InMail ads. ### Pay-per-Click Ads With pay-per-click, marketers pay to feature ad content in search engines, banners, or inline with text on relevant publishers on the web. This is a tried-and-true way to boost brand visibility and attract clicks from users. Search advertisements are a type of pay-per-click ad. They require you to determine specific keywords on which you’d like to advertise. When a user searches for this keyword, they will see your advertisement, so selecting relevant keywords is vital for success. ### Distribution Networks and Platforms Using a platform like Taboola lets you promote your content on trusted publisher websites. You get access to that audience and can merge your content into the user experience of the site. These platforms show small messages to indicate the company that’s sponsoring the article. ### Sponsorships With a sponsorship, you’ll go directly to a content creator that has a large and engaged audience. This gives you more control in terms of the partnership and where your brand is promoted. Sponsorship options range across media types, including podcasts, blogs, YouTube channels, and newsletters, with more emerging all the time. You can partner with brands that resonate with yours. ### Banners and Inline Advertisements Banner ads and inline ads are somewhat old-school at this point, but they still show up in website marketing plans, depending on the industry and audience. Banner ads are often placed at the top of a web page just below the navigation at the top, or in the left or right rail of the web page. ## How to Create a Successful Paid Content Distribution Strategy Creating a solid paid content distribution strategy isn’t vastly different from an organic content distribution strategy. As a marketer, you know your audience best, so always keep them and their needs front-and-center in any type of paid advertising. To get the most value out of paid content distribution, consider these tips: - Ensure content is authentic and valuable to readers. - Distribute to the right audiences based on location and relevance. - Run campaigns for long enough to see results. - Use A/B testing for all ads and make changes as audience attention shifts. - Choose platforms based on where your audience is. - Set goals, budgets, and expectations upfront. - Measure ROI with bounce rates, CTR, page visits, engagement, leads, and more. ## Benefits of Using Paid Content Distribution Paid distribution helps you pinpoint where your audience is and what they like to consume. You can engage potential customers on other sites and bring in new leads. Adding paid media to your content marketing mix can have a huge impact on your numbers, leading many more new readers to your site, your content, and your social media channels. ## Disadvantages of Using Paid Content Distribution Paid content distribution is, well, paid. You’ll have to carefully choose how to spend your budget, since costs can add up very quickly, depending on the number of channels and for how long you run advertising. It’s also important to run ads long enough. For paid search ads, for example, the recommended duration is at least several months, but it may take up to a year to see results. If you’re competing in a crowded marketplace, content distribution costs may be higher and lead to low ROI. You also have less control over paid distribution than your own channels. Finally, users can become desensitized due to the volume of ad exposure. ## Common Mistakes to Avoid Wherever possible, target your audience carefully by choosing the right channels and efforts. A B2C message sent to a B2B target, or a hyper-local message sent to the wrong location, is a waste of resources and can damage your brand as well. Web-savvy readers may also easily tune out your messaging, so monitor your paid efforts carefully to ensure you’re not causing ad fatigue. If you don’t already use A/B testing, try it for your paid efforts to quickly understand which messaging, branding, and timing are ideal for your audiences. ## Measuring the Success of Your Content Distribution Efforts ### Set Your Intentions Establish some baselines for paid media before getting started. Consider these questions: - What are your overall goals? - Which specific metrics connect to those goals? - Where is your audience most engaged? - What budget can you allocate? - What are typical metrics? - How did your content perform recently (in the last quarter or year)? - How much would you like your content to improve in the next measurement period? ### Choose Your Metrics Paid content distribution metrics will be similar to organic ones, and may include: - Website traffic. - Social media engagement. - Conversion rates. - Clickthrough rates. - Lead generation. - Brand mentions. - Overall reach. - Content performance by channel. - ROI. - Audience growth rate (and/or churn). ### Use the Right Tools To make sure you’re spending money wisely for paid content distribution efforts, track your data carefully. The most common tracking and reporting tools include these: #### Google Analytics Includes metrics like bounce rates, page views, and traffic sources, along with more advanced data like behavior analysis, custom goal tracking, and advanced segmentation. #### Adobe Analytics Offers real-time analysis to measure and track complex events and user interactions across various domains. #### Moz Pro Lets you measure keyword rankings, analyze backlinks, and monitor website performance, plus recommendations for improving on-page SEO. #### BuzzSumo Allows you to identify trending topics and glean insights into content performance, like social shares, backlinks, and influencer engagement. #### Sprout Social Provides detailed analytics reports, including engagement metrics, audience demographics, and post-performance, plus campaign results by platform, post type, and time for maximum engagement and reach. Businesses may also add a dashboard reporting and visualization tool, such as Tableau or Looker Studio. ## Alternatives to Content Distribution to Enhance Visibility ### AI-Powered & Personalized Recommendations AI-driven personalization is revolutionizing the way businesses deliver content and product recommendations. Implementing on-site recommendation engines—such as Taboola, Outbrain, or Revcontent—helps surface relevant content dynamically, increasing engagement and conversions. Personalized email campaigns based on user behavior further enhance customer experience by delivering tailored content that matches their interests. Additionally, AI chatbots can play a crucial role in real-time assistance, offering suggestions, answering queries, and guiding users through their buying journey seamlessly. ### Community Building & Engagement Building and nurturing online communities is a powerful way to foster brand loyalty and establish industry authority. Platforms like Facebook Groups, Discord, and LinkedIn Groups allow businesses to create dedicated spaces where customers and prospects can engage, share insights, and ask questions. Actively participating in industry forums and discussions helps position a brand as a thought leader while organically attracting new audiences. Additionally, hosting live Q&A sessions, AMAs (Ask Me Anything), or Twitter Spaces provides an interactive way to connect with audiences in real time, building trust and encouraging meaningful engagement. ### Direct Outreach & Relationship Marketing Direct outreach remains one of the most effective ways to generate high-quality leads and build lasting customer relationships. Personalized email campaigns tailored to specific prospects can drive engagement and conversions by addressing individual needs. For businesses targeting high-value clients, Account-Based Marketing (ABM) focuses on creating highly customized marketing efforts to win over key decision-makers. Another impactful approach is collaborating with influencers or industry leaders who can provide direct referrals, leveraging their credibility to introduce your brand to a wider audience. ### Search Engine Optimization (SEO) Without Content SEO isn’t just about blog posts and articles—it extends to optimizing product pages, landing pages, and overall website structure for better organic visibility. Businesses can enhance their rankings by focusing on technical SEO, ensuring fast load speeds, mobile responsiveness, and proper site architecture. Implementing schema markup and optimizing metadata can further improve search engine performance. Local SEO strategies, such as optimizing Google My Business listings and gathering positive reviews, help businesses capture nearby customers actively searching for relevant products or services. ### Performance Marketing & Paid Ads Paid advertising is an effective way to reach targeted audiences quickly and drive measurable results. Running PPC campaigns on platforms like Google Ads and Bing Ads allows businesses to capture high-intent search traffic. Social media advertising, with its precise targeting options, helps brands engage with niche audiences based on demographics, interests, and online behavior. Additionally, retargeting strategies ensure that potential customers who have previously interacted with a brand’s website or ads remain engaged, increasing the chances of conversion. ### Affiliate & Referral Marketing Affiliate and referral marketing strategies leverage the power of word-of-mouth and partnership networks to drive traffic and sales. By creating an affiliate program, businesses can incentivize partners, bloggers, or influencers to promote their products in exchange for commissions. Encouraging customer referrals through discounts, credits, or exclusive perks can turn satisfied buyers into brand advocates. Additionally, collaborating with complementary brands for cross-promotions allows companies to tap into new audiences while providing mutual value. ## Key Takeaways For modern marketers, paid content distribution is an essential part of the toolbox. While some brands may enjoy organic uptake and instant brand recognition, most businesses should consider paid content distribution to amplify their messaging and content and reach new audiences and potential customers. ## Frequently Asked Questions (FAQs) ### What is the difference between free and paid content? A business publishing free content does not have to pay to put the content out into the world. Instagram, LinkedIn, a company website, or a community forum are all free to publish on (minus the website costs baked into the business). Paid content distribution costs the business money and varies widely depending on the channel, length of paid campaign, and other factors. ### Are paid channels effective for content distribution? Paid channels can be incredibly effective for content distribution. Success will depend on testing and learning to understand which channels work best for your business and audience, and which channels are most cost-effective so you can do as much paid media as makes sense. --- ### March Madness Team Popularity: Around the Clock Updates on Their Rankings URL: https://www.taboola.com/marketing-hub/march-madness-readership/ Last Modified: 2026-06-22 08:11:33 From the second week of March through the first week of April, the United States is gripped with one thrilling college basketball tournament—March Madness. As the label given to the National Collegiate Athletic Association (NCAA) Men's and Women's Basketball Tournaments, these games determine the national champions of college basketball. There’s hype from fans of every team, but we’ve taken a look at what’s really happening on the web. Breaking it down by day, we looked at the popularity of each team by readership—the number of readers who read about each team—check out our moving map: As the days go on, readership is consistent with the teams playing, with widespread interest in Duke, North Carolina and Louisville. Interestingly, Oregon and Washington always support the Oregon Ducks. This is especially surprising because the Washington team, Gonzaga, came into the March Madness tournaments strong, and have done well to date—but readers in Washington continue to focus on Oregon. In addition, North Carolina and South Carolina consistently read about their own teams day by day, whereas interest in the other states waxes and wanes depending on the rounds. This is the current bracket, as released by the NCAA. We’ll be following the tournament over the next few weeks to determine who you’re really interested in as the games progress.   Check back here for more updates as the teams drop out, and the fans’ attention shifts. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you A/B test your site content, contact us or start your campaign today. --- ### Cocktail Party Effect: The Psychology Behind Capturing Audience Attention URL: https://www.taboola.com/marketing-hub/get-people-notice-content-using-cocktail-party-effect/ Last Modified: 2025-01-14 20:56:34 Last month, Taboola hosted a fantastic beginning of year event and invited all Tel-Aviv employees to attend with their plus-ones. To be honest, the party absolutely rocked. The food was outstanding, the music was blasting, and it was really fun to spend time with my co-workers in that setting. At some point, when a majority started heading toward the dance floor, two striking (and under-appreciated) things happened. The first was that somehow, despite the noise, I managed to arrive deep in conversation with a friend about the cool photo booth accessories, and the second was that one of my colleagues called out my name all the way from the other side of the room. I heard her over all the noise, and I turned around. These are just examples of the cocktail party effect—we choose to hear what’s relevant to us, and do so even in extraordinary circumstances. This doesn’t just go for cocktail parties either but is relevant to even your content discovery campaigns. ## Psychology Defines the Cocktail Party Effect The first thought that entered my mind was how cool this textbook demonstration of auditory selective attention was (OK, obviously it was not my first thought, I’m not really such a nerd). According to Stephen Handel’s Listening: An Introduction to the Perception of Auditory Events, the term ‘Cocktail Party Effect’ was only coined in 1993. Nevertheless, researchers like E.C. Cherry, have been studying auditory selective attention since the early 1950s. The cocktail party effect has been defined as the ability to ignore all of the sounds around you and to focus solely on what one specific person is saying (in my example, the photobooth conversation). But—what happens to all of the sounds around us that we ‘ignore’? Do our ears somehow lose partial functionality? Psychologists have found that no, our ears do not lose functionality, but that the background sounds are processed in the area of our brain directly related to survival. They’ve also found that in certain situations our brains shove aside the cocktail party effect. According to Anne M. Treisman’s Contextual Cues in Selective Listening, if a person detects a sound that might directly affect his or her existence—for example, their first name, or a different word with personal significance (which is exactly what happened when I heard my name being called out from the other side of the party)—they’ll stand to attention. The same effect that works with auditory signals, is true with regard to visual stimuli—which is something marketers should take into account. ## How to Use Psychology to Improve Online Performance So, how does the cocktail party effect translate to your content discovery campaigns? For Taboola users, it’s very relevant—our version of the cocktail party effect is how we leverage DKIs (Dynamic Keyword Insertion). Although Taboola doesn’t have the ability to insert users’ names into headlines, we do have the ability to insert the city, state (in the US), and a user’s country, worldwide. This ability is known as a DKI and specifically, city DKIs have been found especially helpful, perhaps because of how specific they are in their personal significance. In other words, when you insert these relevant words into your headlines, you’re essentially achieving the cocktail party effect through your content discovery campaign. The thing is, it works—recently, a big food delivery service tested DKIs with us, and found that not only was the click-through-rate (CTR) and the conversion rate (CVR) higher for headlines with DKIs but that the CPC was 53% lower! While a user is focused on an article and ignoring everything else that’s happening on the web page (with their ‘cocktail effect’ super-power), they’ll probably ignore the surrounding noise. If something that’s personally significant to them, like the city that they’re in (the anti-cocktail effect-effect), is there, it’s more likely to catch their attention. So next time you want users to notice you, try using a DKI in a few of your headlines and see if it helps you get noticed! Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your video marketing strategy, contact us or start your campaign now.   --- ### Helping to Build the Avocados from Mexico Brand with a 14% Increase in Leads URL: https://www.taboola.com/marketing-hub/build-avocados-mexico-brand-increase-leads/ Last Modified: 2025-01-14 14:36:14 Recently a Super Bowl advertiser, Avocados from Mexico (AFM) is a nonprofit organization that has recently become a household name—how did that happen? Up until a few years ago, most people couldn’t identify the difference between a Mexican avocado and any other type of avocado. "Taboola offers a great solution for traffic and has helped us generate leads on behalf of Avocados of Mexico.” - Rodrigo Vallejo, Director, Ro2Media LLC said. For those with a stake in Mexican avocados, marketing was messy. Done on behalf of the packers and the growers, marketing was separate and disorganized. On March 8, 2013, the Mexican Hass Avocado Importers Association (MHAIA) joined forces with the Mexican Avocado Producers and Packers (MAPP) to help promote a common brand for the industry. When they came together, so did their funding, and the organization joined the most elite group of advertisers of all time—Super Bowl advertisers. The organization just spent $5 million dollars on 30 seconds of advertising time and received over 2 billion impressions in return. While it’s impossible to discount the success their Super Bowl advertisements have had on their brand awareness initiatives, did their ads directly correlate to their growth? This information isn’t public, but we do know that the organization doesn’t just rely on Super Bowl ads for their success—they also use Ro2Media, an agency that supports several AFM marketing campaigns with Taboola. ## We took it a step further beyond web traffic and boosted AFM lead generation. Ro2Media originally began using Taboola’s discovery platform to increase web traffic to the AFM site. In order to achieve their web traffic goals, they leveraged several types of campaigns. We helped them target the right people at the right time, with the right content to make these campaigns successful. It wasn’t until after they began this initiative that they saw not only an increase in web traffic but that the new traffic was successfully converting without AFM having planned for it. AFM saw a 14% increase in lead generation from the time they began using Taboola, to today. With excitement, they adjusted their goals to include lead generation. “At Ro2, we deliver media results for a variety of brands,” Rodrigo Vallejo, Director, Ro2Media LLC said. “For Avocados of Mexico, we’ve used several digital media channels—programmatic, native, social, and search. Taboola offers a great solution for traffic and has helped us generate leads on behalf of Avocados of Mexico.” For these recent advertising giants, brand awareness and education of the market is important. They have seen success through many channels—be it their Super Bowl advertisements or other initiatives. But the targeting capabilities and quality traffic provided by Taboola has brought them the ability to not only spread their message but to turn that traffic into significant revenue. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your video marketing strategy, contact us or start your campaign now. --- ### We're More than Doubling Lead Quality for our Real Estate Customers URL: https://www.taboola.com/marketing-hub/doubling-lead-quality-real-estate-customers/ Last Modified: 2025-07-24 11:04:01 When it comes to online real estate, it’s hard to generate quality leads. Not all real estate website visitors are ready to invest, buy, or rent, and many are uneducated about the market and their options. It’s for this reason that Wave Mega City and Berlin Estate, two international real estate developers, chose to run content discovery campaigns with Taboola—and we helped them more than double their lead quality in a short period of time. For both companies, this meant helping them find prospects by getting their content in front of the right audience. Wave Mega City found success by targeting visitors who spoke Hindi with different content created in their native language, while Berlin Estate saw more leads after providing educational content to visitors in sequential order. ## Wave Mega City saw higher-quality leads after we doubled their page-session time. Wave Mega City is based in Delhi, India, and offers a variety of different types of real estate properties—this includes luxury residences, premium office spaces, and vibrant commercial shopping centers. Before working with Taboola to increase their lead generation, Wave Mega City faced the challenge of educating real estate buyers in the National Capital Region (NCR) about their offerings. The problem—a sizeable portion of their audience was skewed towards the vernacular language. Working with Taboola, they launched a campaign of blog posts in Hindi and saw huge success. “Effective online storytelling efforts require both quality content creation and strategic promotion across the web,” Ram Jalan, VP Digital Marketing and Strategy at The Wave Group said. “Taboola’s discovery platform not only enables our team to drive more engaged audiences to our site, but their internalized content marketing know-how further unlocked new opportunities to better reach Hindi-language speakers and generate interest in our residential properties.” This campaign’s success is reflected in the results; visitors spent twice as long on their site and saw double the amount of pages per visit. Wave Mega City was finally targeting the right prospects, and they saw a 15% boost in quality registrations for their properties. It wasn’t just leads—the Hindi-language campaigns saw immediate increases in click-through-rates and post-click engagement, including on-site comments, content downloads, videos, and form-fills. A big part of qualifying leads has to do with driving the right people to your site—a.k.a the type of people who will engage in the ways described above. For Berlin Real Estate, success was just as easy to reach as it was for Wave Mega City. ## Berlin Estate increased leads by 600% and still reduced their price per lead. Berlin Estate is an investment house specializing in Berlin real estate investment. They’re up against an industry saturated with advertisements promising ways for investors to “get rich quick,” which hinders credibility for the entire market. Because of this saturation, the number one challenge for Berlin Estate was educating the market about the security and benefits of investing. Once they started targeting the right audience at the right time, their success soared. After working with Taboola to target top-of-the funnel prospects, Berlin Estate saw an 84 percent reduction in their price per lead, while at the same time increasing leads and investments by 695 percent. Together, Taboola and Flow, their agency, created an audience targeting strategy that used content as the foundation for their conversion funnel. It worked in three stages—the first was to educate visitors about the security and benefits of investing, the second was to position Berlin Estate as the right choice for that investment, and the third stage included a strong call-to-action (CTA) that provided visitors the confidence and ease to make the investment. Due to the success of the campaign, Berlin Estate reallocated a significant portion of their budget to invest in additional content marketing campaigns with Taboola. Across the board, Taboola has seen immense success in real estate content discovery campaigns for our customers. The trick to a successful content discovery campaign is targeting the right prospects with the right type of content when they’re most open to reading something new. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your content strategy, contact us or start your campaign now. --- ### Getting in the Native Mindset: Which Format is Best for You? URL: https://www.taboola.com/marketing-hub/getting-native-mindset-format-best/ Last Modified: 2025-05-26 08:26:51 Despite the rapid growth of native advertising, there are still plenty of misconceptions about the format floating around the digital ecosystem. In fact, many advertisers and publishers even disagree over what a native ad actually is. At Taboola, our CEO Adam Singolda describes a native ad as any piece of advertising content that “matches the function and intent of its surrounding environment.” Under this definition, native ads can come in many different shapes and sizes, so long as the publisher makes sure to clearly label the ad unit as “sponsored” content. Without a full understanding of the different options available to them, many advertisers and publishers struggle to discern which native solutions they should employ. In this post, we’ll take a look at some of the key differences between the various native ad units people see online and explore which formats might work best for you. By doing so, we hope to give advertisers and publishers a better understanding of the many ways native can help them meet their business goals. ## Native ads on publisher homepages offer the highest visibility, but article-page placements generate stronger engagement. Links to native advertising content are usually found in three primary locations: within a story feed on the publisher’s homepage, in the middle of an article page or at the bottom of an article. In a homepage placement, users see a thumbnail image and a link to a piece of native content in the same story feed where they see similar links to editorial content. This creates a high-impact experience for advertisers because visitors closely associate the brand with the respected publisher whose homepage it is advertising on. For instance, in the example below, Kelley Blue Book’s thumbnail and the headline is in a prominent location on the NBC News homepage, right beside a major tech news story. As you might expect, in-article units are found in the middle of article pages. These can be very useful for brand advertisers, as the in-article units often sit inside the user’s field of view for long periods of time while the user is reading. They’re especially powerful inside the mobile user experience, where people are comfortable scrolling up and down the page. Lastly, below-the-article units can deliver big benefits for advertisers focused on driving engagement by encouraging users to click on their content. That’s because people who have just finished reading an article are often in a discovery mindset as they look for another piece of content to consume. ## Text-based native content is best for users who arrive at a publisher site via search or direct visit. On the other hand, video is most effective for visitors who are in content discovery mode. It’s important to remember that native advertising content can come in any medium people use to entertain and inform each other -- including slideshows, photo galleries, and multimedia experiences. The two most common formats are text-based articles and videos. According to research from the customer experience firm Clicktale, text content is most effective when shown to users who arrive at a given website intentionally (i.e. via search or a direct visit), and who have a specific goal in mind (like comparing the features of one product to another). On the other hand, video works best with users who arrive at a site unintentionally (i.e. via social media) and who are open-mindedly browsing for any piece of content that might entertain them or teach them something. If you’d like to learn more about the pros and cons of text and video content, you can read our eBook on the subject here. ## Advertiser-created native content gives brands greater control over their message, but publisher-created content can create a more organic user experience. When planning a native campaign, advertisers need to decide whether they want to create the content themselves, or if they want to work with a publisher’s in-house content creation studio. By working with an in-house creative studio, advertisers can increase the branding effects of their content by ensuring that the creative assets match the publisher’s editorial sensibilities. However, advertisers that create their native content themselves can save money and retain greater control over the finished product. ## Native content hosted by a publisher gives advertisers stronger branding benefits. However, content hosted on an advertiser-owned website brings the customer closer to purchase. Advertisers must also consider whether they want their content to live on an article page that is inside a publisher’s website or on one of the brand’s own digital properties. By posting the content to a publisher’s site, advertisers create a more organic user experience for their customers, and they also benefit from the halo effect of being associated with a well-known media brand. Conversely, advertisers who use native placements to link to content on their own sites are able to bring users closer to the product pages where they can make a purchase. ## Sponsored backfill helps publishers monetize unsold inventory. From a publisher perspective, media companies must determine whether they want to use their native advertising inventory to link to content they’ve created for brands, or if they want to use it to link to content elsewhere on the web. Taboola placements that recommend content sold directly by a publisher to an advertiser are called “Native Placements” These are useful for helping publishers meet the traffic goals they’ve established for the native content they’ve created. For instance, if a publisher created a sponsored article for Wal-Mart on its website, it could use a native item placement on its homepage to drive users to that article. Meanwhile, on unsold inventory, publishers can use Taboola’s Sponsored Content. In this scenario, a publisher makes money every time one of its visitors clicks to a piece of advertiser content elsewhere on the web. By using the right mix of these two formats, publishers can help clients reach their advertising goals and more effectively monetize their own traffic. To be sure, native advertising is a time-consuming and difficult format to master. In order to be successful, advertisers and publishers must expend valuable resources to create quality content and remain patient as they develop their own best practices. But, as evidenced by a large number of companies that are hiring new people to scale their operations, native advertising delivers major benefits for both advertisers and publishers. Through native advertising, marketers can break through the noise and connect with their target audiences, driving branding and performance results in the process. Due to this success, publishers have been able to charge top dollar for content creation and distribution, creating a win-win situation for both parties. By developing a deep understanding of all available native options, marketers and media professionals can put themselves in the best possible position to overcome native advertising’s challenges and maximize their results. If you’d like to learn more about the different kinds of native advertising and how you can use them to achieve your own goals, feel free to reach out to a Taboola representative today. --- ### Audience Development Strategies: How Repeat Visitor Metrics Can Reveal Wins URL: https://www.taboola.com/marketing-hub/loyal-visitors-can-reveal-winning-audience-development-strategy/ Last Modified: 2026-06-22 08:11:38 Tracking the number of people who return to your site and how often they do so can be an important way to observe how your audience develops over time. These figures are easily captured in metrics called “sessions-per-user” and “returning visitors.” Different websites use these metrics in different ways. Publishers might want to examine the yield of their audience development efforts, gauging the success of their social media strategy and SEO optimization. Direct marketers might be more interested in discrete time frames based on their specific sales cycle, ranging from a week to a month to a quarter. Identifying loyal visitor behavior is essential to anyone invested in building an online presence, and the sessions-per-user and new-versus-returning metrics are key to achieving this goal. ## Know What You're Looking For Before diving into the data, it’s important to confirm that returning-visitor metrics are a key performance indicator for your business. While some sites are able to convert users into paying customers on their first visit, many sites rely on users coming back multiple times in order to earn ad revenue or transform visitors into paying customers over time. Before diving into the data, it’s important to confirm that returning-visitor metrics are a key performance indicator for your business. While some sites are able to convert users into paying customers on their first visit, many sites rely on users coming back multiple times in order to earn ad revenue or transform visitors into paying customers over time. ## Using Google Analytics For Audience Development The first step in analyzing your audience development efforts is to see how many of your on-site visitors have been there before. Platforms such as Google Analytics enable companies to easily visualize their returning audiences by separating out first-time visitors from returning visitors: Many sites find that a majority of their visitors will register just one session. These are often drive-by users that arrived from social media or search, and such fleeting audiences present an immediate growth opportunity if you can encourage those visitors to come back to your site (as discussed further down this post). Once you’ve determined how many visitors have returned to your site, it will be useful to look at how many times they return within a given timeframe. Looking at a “sessions per user” report will show you this, and you’ll want to analyze the data over a period of time that is most useful for your purposes (e.g. daily, week-by-week, quarterly). It’s common to see a sessions-per-user report follow a sort-of “reverse hourglass” pattern, with lots of visitors registering one session, fewer registering two sessions, still fewer registering three. The pattern eventually reverses to show multiple visitors registering six, seven, or more visits throughout the selected timeframe. The number of people returning to a site will wane at a certain point, but only to come back strong as a reflection of the site’s committed followers. Fluctuations in how often people return to your site further reveals how deeply your site, content, or brand are resonating with different audiences over time. When sessions-per-user surges, it could mean customers are finding your content more valuable or that other retention efforts (like social initiatives, a newsletter, or blog development) are paying off. When it drops, it’s time to go back to the drawing board and come up with better ways to get your visitors to return. ## Identify Your Most Engaging Content (and Create More of It) Beyond serving as a benchmark for your previous content promotion efforts, returning-visitor metrics can also inform new content strategies -- as long as your team can be honest with themselves about which content is or isn’t working. Using your analytics package, identify which stories are only getting single-visit users, then form some theories about why those stories aren’t succeeding. Refine your content strategy by testing your theories and creating different types of content until you find something that works. The amount of pages-per-visit generated by a particular piece of content can also be a key indicator in determining which topics are resonating most with your audience, and which content seems to stall, bringing in single-visit users or none at all. You should, of course, create more of the former, less of the latter. Don’t be afraid to ask your readers for content suggestions. The classic sales maxim of “the customer is always right” remains true even in the content world. If people share or respond to your content, you’re creating the right stuff. Regardless of whether you encourage an actual purchase or newsletter subscription during that first visit, treat your readers as customers, and know that they’re voting for what they like with their clicks. Feedback loops are also an important tool for gauging your audience’s interests and hearing about the topics they’re most interested in reading about. While many publishers have turned off comments on their sites because the sections often become too hard to police, your readers might just surprise you with some compelling ideas, and seeing those suggestions implemented could make them more invested in your site. ## Build Rapport and Increase Sessions-Per-User The content you create is only valuable if your audience can easily find and enjoy it on a regular basis. The most important first step is to make sure you have a presence wherever your audience spends the majority of their time. For most companies, that mandate requires a robust social media strategy including Facebook and Twitter, but other social networks may prove just as important for your brand. Instagram and Pinterest can be valuable for image-heavy sites, and many brands find niche audiences on sites like Reddit. Newsletters are another way to update your most interested readers and help them engage more deeply with your brand. The growth of email marketing solutions like MailChimp attest to the value of a finite, personalized message amidst a sea of never-ending feeds. The user experience is also crucial to encouraging on-site audiences to consume and engage with more of your site. In addition to having a clean page layout, “related content” recommendations (like Taboola’s discovery platform, as seen below this article) give your visitors something else to check out after they read the page they originally visited. By moving your visitors beyond a single-page session, you further increase their likelihood of returning again in the future. ## In Conclusion Sessions-per-user metrics provide a meaningful glimpse into the ongoing progress of your audience development efforts. If this number is increasing, your content is effectively engaging loyal users. If it's going down, your site might be difficult to navigate or your content might not be resonating with your audience. These metrics relate directly to your bottom line. If you generate revenue from pageviews, remember that those pageviews in any given time frame are a result of the following; (Users) x (Sessions-Per-User) x (Pages-Per-Session). If you’re selling something directly on your site, the equation may be slightly different, but you’ll never hurt your bottom line by building loyal site visitors. In my next post, we’ll be talking more about how equations like the above can serve as a working framework for improving your efforts around building an audience, engagement, and monetization. But, for now, remember that sessions-per-user and other returning-user metrics provide a clearer picture of how engaged your audience is over time. When you make it easy and appealing to interact with your site, that change will ultimately be one of positive growth. --- ### Taboola Hosts CMO Club Session on ‘Getting Your Brand Discovered’ URL: https://www.taboola.com/marketing-hub/taboola-hosts-cmo-club-session-on-getting-your-brand-discovered/ Last Modified: 2025-01-14 14:36:15 Marketers spend roughly $140 billion every year advertising online, a “digital” budget that is largely split between “search” and “banner” ads. But, as consumer behaviors continue to shift across new platforms and devices, how are brands assessing new marketing opportunities in areas such as social media, content distribution, and more? Last week, over 150 senior marketing executives gathered in New York City’s Financial District for the 2016 CMO Club Spring Innovation and Inspiration Summit to find answers to questions such as this. Keen to learn more about how the world’s leading brands are thinking about content marketing, Taboola’s founder and CEO -- Adam Singolda -- hosted a roundtable discussion on “Getting Your Brand Discovered -- Ideas on Content Tools, Tips & Tricks,” with co-hosts Michael Donnelly (SVP, Global Digital Marketing, MasterCard) and Denise Karkos (CMO, TD Ameritrade). (Photo credit: Chris Zegal) ## The Rorschach Test: What is 'Content Marketing'? While content marketing has recently emerged as a buzz-worthy topic, many participants were skeptical about how the phrase is commonly used. For example, how does “content marketing” relate to “native advertising,” or a “brand as publisher” who has built a stand-alone media outlet? Some executives in the room employed a broad definition, noting that “content marketing” could encompass any communication -- internal or external -- that a company produced. In this vein, social media messages, sales offers sent via email, events and branded experiences all fall under the “content marketing” umbrella. This POV ran counter to other executives, though, who had previously described their content marketing efforts as solely based around article or video creation and curation. Another interesting blind spot for some was the vast amount of untapped user-generated content on platforms like Instagram and Pinterest. Given the authentic nature of such customer messages, communication strategies built around user-generated content might indeed be more effective than anything a brand could create themselves. ## Content Marketing may not be new, but the 'Pipes' are. A common rebuttal to arguments about the rise of content marketing is that the trend is nothing new. As far back as the early 20th century, companies like Michelin and John Deere published branded magazines, and advertorials shared the pages of leading magazines such as The New Yorker. But even if branded content creation is old news, the means for distributing that content to consumers are novel and more powerful than earlier-era marketers could have ever imagined. (Photo credit: The CMO Club by Saans Photography) Audience members discussed the growing importance of Facebook as a marketing channel, whose combination of scale and targeting capabilities have proved alluring for brands, generating over $16 billion a year from native in-feed promotions. Discovery platforms like Taboola also offer a powerful way to share promoted stories through personalized recommendations in high-impact placements across the web. Such predictive channels have enabled innovative direct-to-consumer brands -- including Blue Apron, Plated, and Dollar Shave Club -- to educate consumers and scale their business in a way that search or display could never have supported. Marketers who subscribe to the broader definition of “content marketing” mentioned that non-traditional media, such as smartphone home screens or messaging apps, will also become a powerful way for brands to engage with consumers. All marketers agreed that these various content “pipes” were on the cusp of becoming significantly more actionable, with startups in cities such as San Francisco, New York, and Austin developing new technologies that can increasingly power true, real-time personalization and more accurately track and attribute user interactions throughout the marketing funnel and beyond. ## Content Marketing Must Prove a Return Like any Other Channel. For many in the audience, the most vexing aspect of the content marketing boom has been the number of companies investing resources in such initiatives without a clear indicator of what success might look like. Part of this challenge is the nature of content-driven initiatives, which often engage audiences at higher-stages of the marketing funnel. Efforts directed at high-intent environments like search are much easier to connect to sales and an overarching return-on-investment. The word “conversion” surfaced as a key metric for many in the audience, but the exact definition varied depending on the context. Often it referred to new sales or purchases, but others noted that it could track contact acquisitions, email subscriptions, and newsletter sign-ups. Even more removed from the point-of-sale was the idea of “conversion” as a successful engagement with an influencer, which might then translate into higher brand awareness and new purchases amongst targeted audiences. For campaigns that aren’t directly tied to sales, levels of engagement proved important in determining whether a particular effort succeeded. Many participants noted that social shares are a sought-after indicator that a piece of content resonated with an audience. Others mentioned metrics like time-on-site as a valuable barometer for how engaged a person was with an article or video. Throughout the session, it became clear that there is still an accountability gap for too many content marketing efforts. Brands are assigning exploratory budgets to such initiatives, but in order for these campaigns to scale up in a way that could rival search or display spending, marketers must think strategically about how content-driven initiatives will drive consumer actions that provide tangible value for their overall business. While it might seem obvious that a piece of content will resonate better with an audience than a disruptive banner ad, the entire industry -- including marketers, agencies, platforms, and more -- will have to work together to further build out the infrastructure and methodologies which can prove that such hunches are indeed the reality. --- ### Why Does Mystery Entice People to Click? URL: https://www.taboola.com/marketing-hub/why-does-mystery-entice-people-to-click/ Last Modified: 2025-01-14 14:36:15 Why are intriguing and mysterious headlines the most likely to gain clicks? Social psychologists explain this phenomenon by an increase in curiosity. When people want to know more about a topic, they are motivated to find out what information is still missing, and this motivation encourages them to take action (Hill, Fombelle & Sirianni, 2016). ## Intensity is determined by the size of the "information gap." Research about curiosity shows that its intensity is determined by the size of the “information gap,” referring to the difference between what is known and unknown about a topic. Contrary to what we might assume, smaller information gaps elicit higher levels of curiosity, anticipation for the resolution, and ultimate motivation to resolve the mystery (Loewenstein, 1994). As it turns out, too large of an information gap can leave readers disinterested. If a headline is too vague or cryptic, a reader is left with nothing to pique their interest. Providing just a bit of intrigue, though, in a snippet of information which hints at what the content is about, creates the incentive to click and read on. ## Here's an example. We can use the image atop this blog post as an example: A headline such as “These Divers Never Expected This…” would probably be too ambiguous to elicit much of a reaction. Alternatively, a more detailed headline like “Divers Never Expected to Find These Treasures Close to Shore” provides enough context to trigger that initial curiosity. So, if you want an item to do really well, make sure not to give away all of the information in the title. Leave some room for the imagination, but make sure the title isn't too general -- otherwise, it may leave potential readers scratching their head rather than clicking to read more. --- ### How Publishers Boost Business with Taboola: Segmented Monetization (Part 3) URL: https://www.taboola.com/marketing-hub/how-publishers-boost-business-with-taboola-segmented-monetization-part-3/ Last Modified: 2026-06-22 08:12:22 Online publishers today face an increasingly fragmented audience, with readers arriving from a growing number of avenues, including direct, search, email, social, “dark social,” content recommendations, and off-platform offerings like Snapchat and Instant Articles. How can publishers tailor their on-site experience to serve these shifting audiences, and make the most of sometimes fleeting visits? In the last part of our three-part series on how online publishers grow their businesses with Taboola, we wanted to share strategies for effectively monetizing different audience segments. Especially as the web moves onto smaller screens, media companies need to think strategically about the value of every pixel on the screen, every time someone loads the page. ## Homepage Visitors These are your most loyal readers, the people who actively seek out your content, day-after-day, amid a sea of other media options. According to a 2014 Pew Research Center study, “direct” visitors spend three times as much time on a website as people who arrive via search or Facebook, and consume about five times as many pages per month. Like any business, you need to take extra steps to keep these frequent customers happy and coming back for more. Homepage visitors should enjoy a relatively clean user experience that features fewer, high-quality monetization units. Even if this doesn’t raise immediate RPMs, publishers benefit from these more sustainable readers in the long term (potentially leading to paid subscriptions). ## Social Traffic Unfortunately, most of the publishing industry is seeing a continual drop in homepage visitors, including the New York Times whose homepage traffic fell by almost half between 2011 and 2013. Web users are increasingly getting content from “push media,” which comes to them in the form of social media posts or content recommendations. Facebook has become the biggest driver of “push media,” responsible for a quarter of all web traffic in December 2014. This is a major challenge for publishers, as social visitors tend to be significantly less engaged than homepage users. These more fickle audiences skim an article or read a few paragraphs before jumping back to their platform-of-choice, and such “zombie”-like behaviors only become more pronounced on mobile. In order to monetize these inattentive visitors, publishers can strike while the iron is hot, presenting users with additional monetization units or content recommendations, including prominent mid-article placements. “Read more” buttons, which shorten the initial article view to three paragraphs, can further increase the visibility of below-article recommendations and maximize your engagement-per-visit. ## Search Traffic Optimizing for search visitors requires a more customized approach, as search traffic behaves differently from publisher to publisher. People who arrive at a cooking website may stay only momentarily to print out a recipe, while someone arriving at a medical website searching for their symptoms might hang around to read several pages of content as they seek out a diagnosis. There can also be variance in audience behaviors within the same website. For instance, TechRadar found that the age of a piece of content provided an important signal about audience intent. The publisher used Taboola’s programmatic offering -- Taboola-X -- to adapt its on-site monetization units in real-time, serving more prominent sponsored recommendations for visitors of archived articles, who were more likely to engage. Publishers can analyze commonly used keywords, and audience analytics services like Chartbeat or Taboola Backstage, to uncover trends around how search visitors behave once they arrive on-site. ## Influencers While social media usage may be pervasive, Taboola’s research has found that just 8 percent of site visitors drive more than 50% of overall social referrals. This small group of people has the potential to bring great rewards to your site, and it’s important to make sure you present them with a user experience that encourages social behavior. Publishers can present these “social influentials” with an on-site experience that moves comment modules and share tools higher up the page. Taboola’s personalized share tools, which can appear larger or disappear completely depending on the user’s preferences, have increased social shares by over 15 percent for our publisher partners. Influencers can represent a major source of earned media for publishers, spreading their content to new and diverse audiences. It’s vital that nothing stands in the way of their sharing. ## Video Lovers Video has become a major driver of revenue for online publishers, who can charge between 5 and 10 times as much money for a video ad as they do for traditional display. Companies that are invested in video can maximize their return-on-investment by identifying frequent video viewers, improving the user experience for those visitors, and maximizing their overall revenue-per-visit. Data from Taboola’s network have found that people who have watched a video at some point in the past 30 days are four times more likely to watch another video. Publishers can employ user data to identify these high-engagement segments, and then personalize the on-site experience by making video modules more prominent and easier to find for these users. A truly efficient monetization plan not only recognizes the unique value of these different segments but also understands that users can float between them throughout the day. A person that reads the NYT homepage in the morning may discover other NYT stories through the Facebook mobile app later in the day. Discovery platforms like Taboola can work with publishers on analyzing past results and using personalization technology to adapt the on-site experience in real-time, matching each user with the right UX at the right time. Such robust strategies are now mandatory to effectively tailor your website to the many contexts in which people enjoy content today. Interested in learning more about how Taboola can help grow your business? Check out our resources page and contact one of our account strategists today. --- ### How Online Publishers Boost Business: Taboola Personalized Recommendations (Part 2) URL: https://www.taboola.com/marketing-hub/how-online-publishers-grow-their-businesses-with-taboola-personalized-recommendations-part-2/ Last Modified: 2026-06-22 08:12:10 While publishers in today’s competitive media environment need to use data to optimize their content promotion efforts, it is perhaps just as important for them to keep in mind that no audience is a monolith. A personalized user experience is no longer a luxury for companies, but something that consumers now expect wherever they go. Reports from McKinsey & Co have found that personalized recommendations are responsible for 35% of purchases made on Amazon and a staggering 75% of the videos viewed on Netflix. Fortunately for online publishers, this personalization mandate is a major opportunity that can accomplish a variety of business goals. In Part 2 of our three-part series on how online publishers grow their businesses with Taboola, we’ll look at the ways that personalization can improve your on-site engagement and drive users to high-value types of content. ## Increase Reader Engagement: Matching People With the Right Content at the Right Time While it’s great to have someone on your site reading a story they love, there’s only so much value they can bring to your company if they leave immediately after finishing the article. The question for publishers is how to encourage those visitors to stick around and discover another piece of content they might be interested in. Rather than presenting your entire audience with the same list of popular or “trending” stories, predictive algorithms can deliver personalized recommendations for each user, guaranteeing a higher level of engagement (e.g. click-through-rate). Each person has a unique set of preferences when it comes to their preferred topics or content formats (e.g. text vs, video), and one-size-fits-all solutions fail to cater to that reality. Additionally, data from Taboola’s network have found that people exhibit different preferences at different times throughout the day. A sports fan may read in-depth written articles while enjoying her coffee in the morning, but prefer videos while relaxing on the couch in the evening. Predictive algorithms can detect such subtle trends and serve these shifting audiences in real-time, unlocking maximum value and engagement from your readership. Content consumption patterns also often defy conventional logic. Taboola’s research shows that someone watching a video about President Obama is actually less likely to want to see another piece of political content. Data-based insights can uncover winning combinations. For instance, someone reading an article about nutrition is more likely to be interested in seeing a fitness story next. Parenting advice website Bundoo saw huge gains after improving its on-site user experience to better match people with the right content at the right time. Since the mindset of its audience varies significantly based on the age or pregnancy stage of their babies, Bundoo saw immediate and significant boosts around engagement after implementing Taboola's personalized content recommendations, lifting pages-per-visit by an impressive 45% and increasing time-on-site by more than 70%. When publishers do a great job of curating stories that readers want to see, there’s little reason for them to go anywhere else. ## Boost Strategic Revenues: Drive People to High-Value Pages by Managing Your Audience in Real-Time Of course, not all content is created equal, and some clicks will be more valuable to your company than others. Some publishers have ramped up efforts to monetize online video, while others are heavily invested in making sure that people visit the sponsored content stories they’ve created on behalf of their advertising clients. Taboola’s Audience Exchange architecture, which started as a way for publisher networks to share readers across their sites, has since grown into a platform for empowering editorial and business teams to drive users to their most valuable pages. This platform can support cross-network opportunities -- such as American Media Inc. using Taboola to drive Muscle & Fitness readers to a special sponsored series on Men’s Fitness -- as well as efforts to more strategically re-circulate on-site traffic. With thousands of recipes and cooking videos in its library, Food Network UK partnered with Taboola to drive a 160% increase in its site’s monthly video views, which can fetch CPMs that are more than 10 times higher than those for display ads. Following in the steps of BuzzFeed and Vice, the Daily Mail has begun to create sponsored content for its advertisers, and the UK-based publisher uses Taboola to drive on-site visitors to those special branded articles. Regardless of your company’s individual goals, personalized content recommendations can be extremely useful in helping direct users wherever you need them to go. The best part? Even when driving advertising revenues, personalization is a win-win that improves the user experience by matching people with the stories they are most likely to be interested in. The internet is quickly moving toward what Taboola founder and CEO Adam Singolda calls a “web of one,” and there are plenty of ways for publishers to offer readers a more personalized experience beyond content recommendations. In the final installment of our three-part series around how online publishers grow their businesses with Taboola, we’ll discuss a lucrative new method of personalizing the user experience: segmented monetization. Interested in learning more about how Taboola can help grow your business? Check out our resources page and contact one of our account strategists today. --- ### How Online Publishers Boost Business with Taboola: A Results Analysis (Part 1) URL: https://www.taboola.com/marketing-hub/how-online-publishers-boost-business-with-taboola-a-results-analysis-part-1/ Last Modified: 2026-06-22 08:11:45 The world of digital media is constantly evolving, and the only way for publishers to keep up is to make sure that their next piece of content or audience development campaign is more effective than the one that preceded it. Indeed, the most successful publishers don’t just find a gameplan that works and stick with it, but rather they rigorously investigate their past results for changes they can make to improve performance. In Part 1 of our three-part series around how online publishers grow their businesses with Taboola, we’ll look at how two of our partners — Scroll.in and Refinery29 — use data to refine their distribution strategies and make their content more appealing to readers. ## Build Your Audience Through Strategic Paid Promotion Building an audience from scratch is a tall order for any new publisher, regardless of how good its content is. Not only do new media brands need to reach the right group of potential readers, but they also need to catch them at a time when they’re open to checking out new content. For instance, even with a smart paid promotion strategy, it can be extremely difficult for new publisher brands to get people’s attention while they are absent-mindedly scrolling their social media feeds. These users are only minimally engaged with what they’re doing, and without much in the way of brand recognition, new publishers can have a hard time turning them into regular readers. Scroll.in is an English-language digital news company that faced this very same challenge when it launched a site covering current events in India in 2014. Looking to explore options beyond social media promotion, Scroll.in chose to use Taboola’s content recommendations to promote its stories to readers on premium news sites around the web. In contrast to social media users, these readers tend to be highly engaged with the stories they’re consuming, and once they finish, they’re ready to see another article. On top of targeting the right readers while they were in a content discovery setting, Scroll.in worked with Taboola’s account managers to use past performance data to further optimize its results. Together, the teams were able to use multi-variant testing to select the thumbnail and headline combinations that people were most likely to engage with inside Taboola’s content recommendation units. And by analyzing how Scroll.in’s content performed across the Taboola network, they were able to determine which sites provided the best click-through rates, so that Scroll.in could allocate a greater portion of its budget to those partners. As a result of this combination of smart targeting and optimized distribution, the readers Scroll.in received from Taboola had a 35% lower bounce rate and consumed 30% more pages-per-visit than visitors who arrived via other traffic sources, including search and social. ## Ignite Your Engagement Rates With Headline/Thumbnail Optimization Being a successful publisher doesn’t just mean expanding your audience by successfully distributing your content to new readers — you also need to make sure you’re doing everything you can to engage the people who are already interested in your brand. No one knows this better than the women’s lifestyle website Refinery29, which used Taboola’s Newsroom feature to package its stories with the most compelling combinations of headlines and thumbnail images. The product, which is made available free of charge to all Taboola customers that hit a certain traffic threshold, allowed Refinery29 to produce five different creative elements for every story on its homepage and then test those combinations with the people who visited the site. By showing the most popular package to all subsequent visitors, the site was able to increase its click-through rate by an average of 45% per story. Even better, Refinery29 was able to use the learnings it received from testing its stories on its homepage to determine the best way to share them on Facebook and Twitter. This is particularly important because publishers don’t have a way of A/B testing on social media unless they run a paid campaign or they’re willing to share the same article with their followers over and over again. Thumbnail images and headlines are a huge part of what persuades readers to click on your stories, and leveraging your user data can make them that much more effective. -- Perhaps the biggest reason Refinery29 and Scroll.in are such successful publishers is that these impressive gains weren’t enough for them — they’re still working every day to uncover new insights and develop new strategies that will help them better serve their readers. Of course, no matter how thoroughly you analyze your past results, you’ll still have to remember that each of your readers has his or her own preferences, and that a story that’s a big hit with one group of people might not do so well with another. In Part 2 of our series, we’ll discuss how you can combat this challenge and further improve business results with personalized on-site recommendations. Stay tuned! Interested in learning more about how Taboola can help grow your business? Check out our resources page and contact one of our account strategists today. --- ### How Publishers Can Reduce Mobile Bounce Rate With Taboola URL: https://www.taboola.com/marketing-hub/mobile-bounce-rate-understanding-and-reducing-bounce-for-publishers/ Last Modified: 2026-06-22 08:29:26 Publishers around the world are seeing a boom in mobile web traffic, but meeting those users’ expectations once they arrive on-site remains an ongoing challenge. Earlier this year, when Google incorporated mobile responsiveness into its search rankings (see our “Mobilegeddon” post here), the average bounce rate for audiences using smartphones was close to 60 percent. The shift towards mobile represents a major opportunity for the industry at large, but it also requires publishers to better understand the nuances of how user behavior differs across desktop and mobile devices. When a smartphone user clicks through to an article that was created with a desktop-first mindset, they are much more likely to bounce, especially if they arrived from a social channel like Facebook or Twitter, where an endless stream of content is just a back-click away. ## How Taboola Reduces Mobile Bounce Rate: 3 Strategies Taboola’s product and account management teams have been paying close attention to these patterns, proactively testing and implementing solutions for improving bounce rates on our publisher partners’ mobile content pages. Here are some of the rules of thumb we’ve uncovered along the way. ### 1. Get granular in your reporting and analysis If your website is seeing high bounce rates, you’re probably well-aware that you need to explore new ways to optimize your content pages for smaller screens. But where should you get started, and how can you pinpoint the biggest areas of opportunity? The answer is to get granular. 1) Segment your bounce rates by URL: Examine whether certain pages are yielding higher bounce rates than others. This perspective will help you identify the types of content that your mobile audiences find most engaging. Then, you can apply the learnings from those examples towards low-performing pages that are in need of optimization. 2) Segment your bounce rates by traffic source: This perspective will help you tailor your content UX to the context in which audiences are discovering your articles. Diving into the data, you may find out that users arriving from social are interested in very different types of content than those coming from search or referral. 3) Repeat the steps above with monetization and traffic data: You’ll likely see a correlation between bounce rates and monetization. Look for areas of opportunity where web traffic is high but monetization is low—these areas will require your attention and focus. Your Taboola account manager can help you pull this data. The ongoing fragmentation of social media platforms and mobile devices have made ‘one-size-fits-all’ optimizations obsolete. You need to tailor your UX to the needs of your audiences—to ensure that your content, and even your ad units, are reaching them in the most impactful way. ### 2. Run consistent A/B tests For many publishers, UX considerations will often feel like guesswork. You may be struggling to optimize your content for mobile engagement, and missing the mark on click-throughs on your ad units as a result. One of the most important ways to eliminate this potential black hole is to run a series of consistent A/B tests. Start by doing some audience research, develop hypotheses about ways to improve your page layout, design a few experiments to run on small portions of your web traffic, and look for optimization lifts. Two important areas to A/B test include: UX components: These can include your page layout, placement of your comments or social sharing buttons, and configurations of your calls to action (CTAs). For example, viral video site Upworthy ran a series of A/B tests to see whether the addition of “recommended content” modules would negatively affect social sharing. They ultimately found that the new modules actually increased social sharing by 28 percent. Another example of a test-worthy feature is Taboola’s “read more” button which, like similar features on Quartz and the New York Times, abbreviates mobile content and has shown to increase engagement on below-article elements (e.g. share tools; content recommendations) by 20-30 percent. Editorial components: Article headlines and thumbnail images play an important role in promoting your content on-site and across the web, and should accurately represent your content so users know what to expect. Taboola Newsroom enables editorial teams to A/B test these elements, and Refinery29 has used the platform to increase their story click-through-rates by up to 200%. These learnings can also be applied to social media promotion strategies across channels like Facebook, Twitter and Pinterest. For many publishers, A/B testing is a relatively new concept. Keep in mind that Taboola’s team of account managers and strategists is here to help, and we regularly work with media companies to plan and execute A/B tests. ### 3. Identify potential triggers Bounce rates don’t happen in a vacuum. They’re the result of a combination of factors, stemming from your website’s look and feel, audience preferences, and of course, the content that you’re sharing. If you’re seeing high bounce rates, it’s important to get to the root of the problem. There are a few ways to go about doing this: Qualitative research: Recruit members of your audience to serve as a focus group and ask questions around why they might be bouncing. It may be that your headlines and thumbnails are misleading or maybe there is too much clutter on your landing page. User testing: Run a few tests through a service like UserTesting.com that allows you to see how audiences engage with your mobile pages in real-time. Get in touch: We have an overwhelming amount of data about different sites and we see what works and what doesn’t every day. Taboola’s publisher team includes content strategists that can help you identify opportunities for improvement. ## The bottom line If your content pages are experiencing high bounce rates, there’s a silver lining. With data, smart strategists, and opportunities for A/B testing, you can course correct patterns of low engagement (and improve monetization as a result). The resources that you need are right in front of you, and with a series of small steps, you’ll be able to make dramatic improvements. --- ### NBCU's Elisabeth Sami: Rising Demand for Personalized News [Taboola Talks Recap 2] URL: https://www.taboola.com/marketing-hub/nbcus-elisabeth-sami-sees-growing-market-for-personalized-news-taboola-talks-recap-part-2-of-2/ Last Modified: 2026-06-22 08:23:29 Following up on Part 1 of our recap, NBCUniversal News Group’s Elisabeth Sami joined us at Taboola’s global headquarters in New York City to speak with WIRED Contributing Editor Spencer Reiss about her role as SVP of Strategy and Business Development. Her team oversees both esteemed news brands (NBC News, MSNBC, and CNBC) and digital news start-ups (Breaking News, Stringwire, NowThis). ## Media has always been driven by technology Throughout the talk, Sami expressed a tone of optimism about the future of media. Although digital consumption is impacting network TV viewership, news consumption is growing overall, creating an opportunity for news organizations to continue investing in and reaching audiences across platforms. The NBCU News Group constantly identifies new ways to deepen engagement with consumers. That might be through news feeds on Twitter and Facebook, on smartphone or tablet apps, or on set top box applications through connected TVs. Reiss asked whether NBC thought of itself as a technology company and recalled that NBC has long been at the forefront of providing consumers with the newest technical wizardry (its famous multi-colored peacock logo was introduced in the 1950s to celebrate the network’s then-cutting-edge position as “The Full Color Network”). Sami’s view was that NBCU News Group has benefited from the expansive technology resources and capabilities of Comcast. “If you look at X1 set top box platform, Comcast has been a leader in improving content search and discovery and has seen audience and transaction lifts of 20% or more in markets where X1 has rolled out.” ## Using technology to personalize the media experience Sami also spoke about the opportunities to align editorial programming with technology to provide a seamless and personalized experience for users. Through partnerships with a number of new technology companies, including Taboola, her team has been able to construct a more comprehensive understanding of how their consumers behave on-site. “If we know someone is a heavy consumer of digital video, we can use technology to make video more prominent in their digital experience. We are testing these ideas and have seen 10-20% lifts in video consumption when we match video content with video consumers. The same goes for aligning content categories to user interest.” NBCUniversal’s latest efforts to meet consumers in their new digital habitats include rolling out its “TV Everywhere” vision, a plan to livestream the company’s networks. This includes delivering full-length versions of NBC News programs across a variety of digital platforms and at the same time making short-form news clips a key part of digital news consumption. It is about understanding what the consumer wants on a given platform and making it easy for them to get that.   Though her team at NBCU News Group still has many challenges and opportunities ahead of them, Sami’s balancing act of both the company’s traditional broadcast business and newer online ventures is positioning the network for a successful transition into the digital future. --- ### Mobilegeddon Webinar Recap: Go Mobile or Go Home URL: https://www.taboola.com/marketing-hub/mobilegeddon-webinar-recap-go-mobile-or-go-home/ Last Modified: 2026-06-22 08:23:09 Thank you to everyone who joined our webinar with Tim Ruder and Chris Muller last Thursday to talk about mobile discovery and the upcoming Google mobile-friendly algorithm update. That update, scheduled to roll out beginning April 21, represents a dramatic change in mobile search results that we hope you are well positioned to handle. In case you weren’t able to attend, you can watch the full video of our discussion below and view the slide deck here: You asked a number of great questions during and after the webinar and we thought it would be worth highlighting some of the most popular ones here: You mentioned that web pages need to load as fast as 1 second for mobile users. Can you elaborate on that a little more? The one-second recommendation comes from Google’s blog post Making Smartphone Sites Load Fast, and is reiterated in the help file Mobile Analysis in PageSpeed Insights. We should focus not on the one second target, but on the fact that page speed optimizations will have a more visible impact on mobile devices than desktop. We recommend that you start by reading the blog post and linked resources (above), as well as Google Team’s comments below it. The bottom line: Unless your mobile pages already load very quickly on a 3g network, your traffic and KPIs will both benefit from optimizing your page speed. Is Google going to base a website's mobile-friendliness using crawls done before 4/21? Or only on crawls after that date? Google talks about this change as a “real-time” signal. This means that Googlebot will make the mobile-friendly determination any time it crawls a page - once you fix a page to make it mobile friendly, Google will pick it up. For most sites, we recommend launching mobile-friendly pages at least a week ahead of the 4/21 launch so they can be crawled before the ranking change kicks in. When I do a Google search on my mobile phone today, I'm already seeing "mobile-friendly" notations amongst the search results. Is Google already rolling out this new algorithm? If you see the mobile-friendly tag on all of your pages today, you should be ok. If you’re seeing this tag on your home page already, our recommendation is to use the mobile usability report in Webmaster Tools to verify that all of your pages pass the test. I thought Taboola recommended sponsored and branded content. Why are you helping sites with SEO? Our goal at Taboola is to help our partners grow their business and reach their KPIs, whatever those may be. You may know us best as a discovery platform, but we also offer one-on-one consulting, have a speaker series (Taboola Talks) to help showcase successful tactics other partners are using, sponsor and present at various conferences around the world, and we’ll be presenting more webinars like this as the year goes on. We also have free tools to help partners manage their own sponsored content, share traffic with other sites, and A/B test your content and automate curation. --- ### How Content Marketing Is Changing India’s Advertising Industry URL: https://www.taboola.com/marketing-hub/how-content-marketing-is-changing-indias-advertising-industry/ Last Modified: 2025-04-21 10:17:20 As e-commerce rapidly becomes a booming trend in India, brands are beginning to shift their marketing efforts from traditional print and TV advertising to content marketing in the hopes of reaching consumers, driving traffic, and boosting sales. At the end of January, I had the pleasure of visiting New Delhi for the country’s first Content Marketing Summit (CMS Asia) where I spoke on a panel about content marketing challenges and opportunities with Abhimanyu Radhakrishnan (Abhi), Vinit Thakkar, Sanjay Sindhwani, Diptakirti Chaudhuri, and Vinod Verma. A few things about Indian culture quickly became apparent to me: ## Mobile is growing fast Mobile device manufacturers have found a way to offer affordable smartphones, which will help to put the Internet into the hands of many Indians. In fact, mobile Internet users will reach 155 million in India by the end of next month and 185 million by June, according to the Internet and Mobile Association of India (IAMAI) and IMRB International. This is still a small amount given the 1.2 billion people in India. By comparison, 56% of all American adults own smartphones. If the same were true in India, that would mean nearly 700 million people would have access to the Internet. Wow. Source: TechCircle.in As smartphones and tablets become the primary computing devices there, marketers will have a whole slew of new opportunities to find and engage with undiscovered audiences. Instead of paying for a print advertisement, brands can create content around products (articles, blogs, and videos) to attract new customers via mobile, an unprecedented communications platform for many Indian advertisers. ## Commerce is changing More and more Indians are shopping online due in part to new mobile Internet access and improved infrastructure. Flipkart, India’s largest e-commerce company, recently suggested that the country’s e-commerce industry may reach $70 billion by 2020. However, buying behavior is changing also, as a growing number of Indians actually research products online before making a purchase, even if that purchase is made in a brick and mortar store. All of these commerce changes are having a direct impact on the advertising industry there. As an example, in an effort to connect with female consumers, Unilever developed a popular beauty blog called BeBeautiful.in using valuable and relevant content (based on search keyword data) while making their products available for consumers to check out and consider. Source: BeBeautiful.in ## Video may explode Brands that were previously focused on TV advertising to reach consumers are now shifting their budgets towards digital video, and media agencies like Starcom MediaVest Group are recommending clients follow suit. Microsoft recently announced that video is now an integral part of their content marketing strategy, helping the software giant to connect with customers and tell interesting stories about their products. Since video production is more affordable in India compared to the cost in Western countries and mobile video consumption will become more common over time, the medium has the potential to drive sales and alter the way customers connect with brands like never before. In all three of the topics mentioned above, content marketing is threaded throughout, and you could feel the energy at the Content Marketing Summit as publishers, advertisers and agencies came together to talk about the opportunities. It will be interesting to see how brands across the globe adjust to the cultural changes in India. If the growth of content marketing in the U.S. is a sign of what’s to come in the second most populous country in the world, the Indian advertising industry may be in store for big changes. --- ### OMS (Germany) Reports 290% Increase In Viewership Using Taboola URL: https://www.taboola.com/marketing-hub/oms-germany-reports-290-increase-in-viewership-using-taboola/ Last Modified: 2026-06-22 08:29:38 In late June, our Founder and CEO Adam Singolda and Kim Kriegers, Director of Video at OMS, Germany’s leading network of 200 news sites, were invited to speak on a panel at Brightcove PLAY. The goal of the panel was to share industry insights as to how publishers can build an effective video strategy, anything from analytics/tracking, serving, monetizing, distributing and syndication. As part of that, Mr. Kriegers had shared a deck with the audience highlighting some real results of OMS’s (a Brightcove client) partnership with Taboola as a way to build video views and associated revenue. OMS is leveraging Taboola’s distribution and monetization platform to surface personalized video recommendations on article pages, immediately at the end of the article. Using Taboola’s massive scale as reported by Techcrunch, generating over 500 Million recommendations daily, Taboola is able to combine contextual, behavioral, social and personal signals to determine what users want to watch in real-time. Mr. Kriegers reported that Taboola’s personalized video recommendations have increased video traffic and revenue by 290% within the first 3 months. Check out one of the news sites to see Taboola’s recommendations in action, click here. Below is the deck as was presented at Brightcove PLAY Oms Brightcove Play 2012 from Adam Singolda --- ## Taboola Life ### Inside Taboola’s Journey to Make AI an Operating Layer: A Q&A With COO Eldad Maniv URL: https://www.taboola.com/taboola-life/eldad-maniv-ai-workplace/ Last Modified: 2026-07-23 11:41:44 Taboola COO Eldad Maniv shares how AI is transforming the way teams work, helping employees innovate, build faster, and grow their careers. Ask anyone working at a tech company whether they use AI, and the answer will probably be yes. But the bigger question is not whether people use AI. It is whether the company is redesigning work around it and applying it across the organization. Over the past two years, Taboola has been working to make AI an internal operating layer. The effort has been led by our President and COO, Eldad Maniv. We asked Eldad to share his insights and learnings and talk about what AI means for building a career at Taboola. ## Q: When you started this initiative two years ago, what was the vision? We were aiming for a step-change, not incremental productivity gains. That meant redesigning core workflows around AI from end to end, helping work move faster across teams, and giving people better context to make decisions with far less manual effort. ## Q: Looking back, what have been the biggest challenges you’ve encountered along the way? The hard part wasn’t getting people to use AI. It was changing how a 2,000-person company works after 20 years of accumulated processes and code. To scale it, we had to address infrastructure, tools, data, security, and privacy across every function and region. That level of complexity is why many companies use AI, but very few reach full-scale adoption. ## Q: How has the journey evolved so far, and what comes next? We started in 2024 by creating clear ownership for AI adoption. In 2025, we acquired our own hardware, built secure infrastructure, and gave early adopters the tools to create agents and dashboards. This year, the focus is shifting from individual initiatives to value at scale: we formed a central team within the Office of the COO, and AI-first processes are moving into our systems. The next step is for departments to operate as one machine, with shared rhythms, scorecards, and AI-enabled handoffs. That is the direction for 2027. ## Q: What were some of the early successes that showed AI could create real value at Taboola? The level of adoption across the company has been impressive. I’ve seen curious, fast-learning people in teams including Sales, Finance and HR build useful applications, despite having no coding background. They all understand their domains deeply, and with AI they can turn that knowledge into tools that others in the organization can use. We now have more than 600 internal AI applications and over 200 reusable skills deployed on our homegrown, secure AI infrastructure. Examples include Sage, which lets sales teams analyze the business in plain language; an automated prospecting system that has influenced tens of millions in revenue; and an Account Manager productivity app built by one developer in just three weeks. AI also now reviews 75% of the large volume of content processed by our ad platform. ## Q: For candidates exploring opportunities at Taboola, what does it truly mean to join a workplace with this kind of AI-driven culture? It means AI is part of how work gets done, not a separate initiative. Taboolars are encouraged to build or shape AI solutions themselves. People who are curious, willing to learn quickly, and comfortable with change have the opportunity to make a greater impact. Good ideas can move from concept to a working tool much faster than before. I’m extremely excited about the technology and the value it creates. But AI is our operating layer; Taboolars are the engine. Explore our open roles. --- ### What's It Like to Work in Enterprise Sales at Taboola Japan? A Q&A with Max Aoyagi URL: https://www.taboola.com/taboola-life/max-aoyagi/ Last Modified: 2026-07-14 15:39:24 Discover what it's like to build a career in enterprise sales at Taboola Japan as Max Aoyagi shares his experience, growth, and advice for candidates. Thinking about a sales career at Taboola's Japan office? We sat down with Max Aoyagi, a Senior Enterprise Sales Manager based in Tokyo, to get the real story. In less than three years at Taboola, Max earned a well-deserved promotion and the honor of a spot at Taboola’s global Sales Club. Here, he walks us through why he chose to join Taboola, what actually happens day to day on the team, and what it takes to succeed here. ## Why did Taboola feel like the right long-term bet for you?  "One of the biggest factors that gave me confidence in making the move was that a former team lead of mine had already joined Taboola Japan and was thriving here. Through conversations with him, I gained a better understanding of the company's culture and long-term vision. I was also impressed by Taboola's consistent growth across the open web ecosystem globally. Rather than focusing on short-term trends, the company has demonstrated a strong commitment to investing in the market for the long run.” ## Beyond stability, what made the role at Taboola appealing? "One of the reasons I decided to join Taboola was the level of ownership and the breadth of responsibilities each employee has. At my previous company, which was a large organization, roles were highly specialized, so my responsibilities were relatively narrow. When I learned more about Taboola Japan, I was excited by the opportunity to take on a much broader role. I saw that the job went far beyond simply selling advertising solutions. Employees were encouraged to develop new ideas, work with partners to create innovative solutions, and build customized offerings that addressed clients' unique needs.  What really appealed to me was that people weren't limited to selling predefined products or packages. Instead, they were encouraged to think about how to grow both their clients' businesses and Taboola's business by creating new opportunities. I felt this environment would allow me to grow not only as a sales professional, but also as a business professional.  Another important reason was that I wanted to build my own capabilities rather than rely on a company's brand name. At a large, well-established company, a strong brand can naturally open doors. I wanted to challenge myself in an environment where I could earn clients' trust through my own ideas, expertise, and relationships. I believed that would help me grow much faster, and it gave me the confidence that Taboola was the right place for me." Max, celebrating his Sales Club honor with Taboola leaders at Sales Kick-Off ## Coming from Rakuten, how is selling at Taboola different, and what have you learned? "Since joining Taboola, I have had the opportunity to learn new sales approaches and relationship-building strategies that differ from those used in larger, more established organizations. One of the most valuable lessons has been learning how to clearly communicate what Taboola is and the unique value it provides. Every client and agency has different goals and challenges, so it’s essential to explain Taboola's solutions and how they differ from other advertising platforms in a way that is both simple and accurate. Through this experience, I have strengthened my ability to deliver consultative, solution-oriented sales rather than simply promoting a product." ## AdTech sales can be high-pressure. How do Sales, Account Management, and Technical teams actually support each other? "In my day-to-day work, I collaborate especially closely with our Account Management team. When a client approaches us with a new initiative or request, we work together to evaluate the idea’s feasibility and discuss the best way to bring it to life. If a specific request is difficult to implement, we proactively develop alternative solutions and recommendations that help the client achieve their objectives. We also partner with our Technical team whenever specialized expertise is needed. This collaborative approach allows us to solve challenges efficiently and deliver the best possible outcomes for our clients. One of Taboola's greatest strengths is that client success is truly a team effort rather than the responsibility of any one individual." Max, left, with fellow Taboolar holding award medals at Sales Kick-Off ## What's day-to-day life actually like on the Taboola Japan team? "The office has a calm and comfortable atmosphere that makes it easy to stay focused. Everyone takes a strong sense of ownership over their work and is committed to delivering results. Outside of client work, the team enjoys talking about our hobbies, weekend plans, and other personal interests, which helps create a friendly and supportive environment." ## You earned a spot at Sales Club. What did that experience mean to you? "Sales Club was an incredibly valuable experience for me. One of the biggest highlights was spending time with colleagues from all over the world, people I wouldn't normally have the chance to work with closely. It really reminded me that Taboola is a truly global company. Personally, I'd love the opportunity to earn a place at Sales Club again in the future. At the same time, I hope even more members of the Japan team will have the chance to experience it as well." The 2026 Sales Club winners in Mauritius ## What should sales candidates know before applying to Taboola Japan? "Taboola is a place where you can truly challenge yourself. As an Advertising Sales representative, you have the opportunity to build your business from the ground up through your own initiative and effort. At the same time, because Taboola is still growing its presence in the Japanese market, opportunities won't simply come to you, you need to create them yourself. If you're not proactive, the role can be challenging. However, you'll be supported by experienced colleagues who are always willing to share their knowledge and help you grow. If you're looking for an environment where you can challenge yourself, take ownership, and accelerate your career, I'd definitely encourage you to join us." Ready to realize your potential on a team that values ownership, collaboration, and growth? Taboola Japan is hiring. Explore our open roles. --- ### More Than a Trip: Reflections From Taboola’s 2026 Sales Club Winners URL: https://www.taboola.com/taboola-life/taboola-sales-club/ Last Modified: 2026-06-26 09:28:49 Discover how Taboola Sales Club recognizes top performers, celebrates achievement, and creates meaningful connections across global teams. Our global Sales Club winners wrapped up a well-earned, unforgettable getaway in Mauritius, and the photos would have anyone beaming from ear to ear just scrolling through them. From five-star hospitality to catamaran days spent relaxing and connecting under the East African sun, Sales Club 2026 was nothing short of a dream. But behind the energy and joyous smiles are months of focus, excellence, and breakthrough—specifically, tons of hard work spent helping our clients realize their own growth and potential. More than a trip, the Taboolars who spent three gorgeous days at the One&Only Le Saint Géran resort are sharing their reflections on what this recognition means to them and their Taboola experience: ## What is the Taboola Sales Club? Our annual sales club is our way of celebrating the people across Sales, Account Management, and SDRs who went above and beyond in the past year. The competition is fierce, and the final winners are revealed live on stage at our annual Sales Kickoff (SKO) events in Madrid, Bangkok, and Chicago. Because a standard bonus can only say so much, Sales Club is built to reward that relentless, year-long drive with a truly unforgettable experience. By bringing top talent from different global offices to an exotic destination, it lets Taboolars completely disconnect, build strong global networks, collaborate, and form real friendships that outlast the trip itself. Publicly honoring our winners doesn't just celebrate where they've been—it inspires the healthy competition and cross-functional teamwork that keeps our whole organization growing. It’s also a huge reason why we are consistently named a Great Place to Work. As our winners share below, it’s not just about the trip, it’s about working somewhere that actually notices and values your effort. Ocean views from the stunning One&Only ## Dafna Hazan, Advertising Sales Team Lead "The most memorable part was having the chance to spend several days with people I normally only interact with through Slack or during busy work meetings. Sales Club brought together top performers from different teams, offices, and functions, and it was amazing to build real relationships outside of our day-to-day work. One of my favorite moments was sitting together at dinner and hearing everyone's stories—how they got to Taboola, the challenges they overcame, and what drove them to achieve their results. It reminded me of the talent and passion across the company and made me feel even more connected to the people behind the success. Last year, together with the CEE and IL Growth team, we delivered $6.5M in new business revenue against a $4M target, and while I'm incredibly proud of that result, what makes it meaningful is knowing how much effort went into getting there. There were plenty of challenges, long days, and moments where we had to push beyond expectations. Being recognized alongside so many talented colleagues was both rewarding and motivating. It reinforced that exceptional results don't go unnoticed at Taboola, and it inspired me to keep raising the bar—for myself, for my team, and for what we can achieve together." Turquoise waters, blue skies, and big smiles! ## Gili Malinovich, Sr. Programmatic Account Manager "One of my favorite moments happened on the very last day of the trip. A group of us from different teams, countries, and backgrounds attempted a giant stand-up paddleboard session. It sounded like a great idea in theory, but in reality, it was chaos. Every time someone tried to stand up, half the group fell into the water. At one point, we attempted a human pyramid, which lasted about two seconds before everyone crashed. We were laughing so hard the entire time that it felt more like a comedy show than a team activity. What made this experience meaningful was that feeling of being appreciated. One morning, I woke up early, stepped out onto the balcony, and watched the sunrise over the water. Everything was quiet except for the sound of the waves, and it was one of those moments where you stop and take it all in. It made me think about all the late nights, early mornings, weekend calls, and hard work that went into earning this experience. More than the trip itself, it reminded me how lucky I am to work at a place that genuinely recognizes and celebrates effort.” Team bonding–paddleboard style ## Emily Xing, Sr. Advertising Sales Manager “Even though we all came from different regions, meeting in person felt surprisingly natural and warm. One of the most memorable parts of the trip was how we naturally looked out for each other. Whether it was making sure no one was left behind during outings, waiting for teammates, or simply sharing good food and recommendations, those small moments really made me feel the strong connection within the team. As someone in sales, this experience reinforced something very meaningful to me: hard work truly pays off. This reward represents more than just recognition. It’s encouragement, validation, and motivation, reminding me that the effort we put in every day is seen and appreciated, and it inspires me to keep pushing forward and striving for even greater results.” Emily, with other sales club winners enjoying a meal together ## Victor Walker, Advertising Account Manager, Growth “Everyone knows I was captivated by Charlotte, the Grey Crowned Crane, a resident on the resort. It was a joy to find Charlotte roaming the premises each day. Our day at the RIVA was perfect for making connections and building friendships. Lunch, drinks, volleyball, and antics at the private pool! I'm nothing short of grateful to be recognized for my own accomplishments, but I'm even more appreciative of the opportunity to spend time with such a remarkable cast of professionals from around the globe.” Taboolars out for a day on the sea ## Ready to realize your potential? Mauritius was an unforgettable experience, but the drive that got our team there doesn't stop at the beach. It's this shared passion, cross-continental collaboration, and relentless work ethic that drive Taboola's success every single day. If you're looking to join a global team that celebrates your wins and elevates your growth, check out our open roles and see where your hard work can take you. --- ### Taboola’s Serena Gao Named to Campaign’s 2026 40 Under 40 After Leading Historic Southeast Asia Growth URL: https://www.taboola.com/taboola-life/serena-gao/ Last Modified: 2026-06-26 09:07:53 When Campaign Asia-Pacific selects its annual 40 Under 40 list, they look for trailblazers who exhibit a rare mix of execution, discipline, and an unwavering desire to elevate the people around them. Serena Gao, our Country Manager for Thailand and Southeast Asia, embodies exactly that, which is why we’re incredibly proud to celebrate her official win this year! Serena's recognition is a direct reflection of a simple truth: some leaders see targets on a map, and others see people, culture, and potential. More than a personal milestone, this award shines a light on the high-trust, high-impact regional culture she has built, proving that hyper-growth and human-centric leadership can coexist. Here, we’re sharing a look at Serena’s award-winning approach. ## Ditching corporate silos for "Strike Teams" When Serena took over the Southeast Asia region at Taboola, she knew treating a complex region of multiple languages and infrastructures as a one-size-fits-all market wouldn't work. To rewrite the traditional regional playbook completely, she pulled from a unique toolkit: her strategic foundation from a Thunderbird Global MBA combined with years of hyper-growth experience at Uber and ByteDance. Applying those lessons, she dismantled rigid hierarchies and replaced them with "Strike Teams"—small, highly autonomous, mission-driven units engineered to handle specific local challenges. By giving individuals absolute trust and the freedom to make quick decisions without slow corporate approval chains, her team successfully navigated vastly different regulatory and media landscapes simultaneously. That high-agency environment translated directly into unprecedented market share growth in just twelve months: - Singapore: Skyrocketed from 10% to 85% market share. - Thailand: Captured 100% of the digital publisher ecosystem, fully displacing the incumbent competitor. - Malaysia: Grew regional presence from 40% to 70% market share. This operational shift was so effective that it quickly caught the attention of global leadership as a blueprint for modern tech expansion: “Serena represents the kind of leader global technology companies need. In SEA, she has built a high-performing business and a team capable of navigating the region’s unique cultural landscape... She is deeply committed to mentoring local talent, creating opportunities for her team to take ownership while fostering a collaborative environment.” – Chanan Fogel, VP APAC. Serena takes the stage at APAC’s SKO in Bangkok ## A culture where everyone wins For Serena, leadership isn’t just about hitting quarterly targets; it is about building a resilient ecosystem of talent equipped to build borderless careers. She invests significant time developing emerging professionals from multicultural and non-traditional backgrounds, pushing them to take true ownership. And the incredible impact? Every single regional team member with more than one year of tenure swept the sales awards at the 2026 Sales Kick-off in Bangkok—an unprecedented achievement in our regional history! “Serena is one of the most impressive leaders I've worked with in the regional adtech space. She has an outstanding ability to build trusted relationships across the industry and to bring people together in a way that creates real business and long-term value. Beyond her strong market knowledge and execution discipline, what makes her especially deserving of this recognition is the depth of her experience and the maturity of her perspective, both of which go far beyond her years. She contributes meaningfully not only to her own company's success, but also to the strength of the wider adtech ecosystem.” — Ronen Mense, President & Managing Director APAC, AppsFlyer. Celebrating Serena’s 1-year Taboolaversary ## High performance meets real well-being Having personally navigated the intense pressure of hyper-growth tech environments earlier in her career, Serena advocates fiercely for sustainable performance. She entirely rejects the idea that you have to burn out to build a world-class career. As a certified Pilates instructor, she fosters mental clarity and mutual trust through informal "third spaces" like Padel and Pickleball matches with her team and industry peers. This focus on sustainable growth is a major reason why our Thailand office has been certified as a Great Place to Work for two consecutive years, with 80% of Taboolars explicitly noting that they are genuinely encouraged to balance their professional and personal lives. Serena and team learning to play padel ## Diversity is a strategy Operating in Southeast Asia means navigating immense cultural complexity. Serena recognized early on that a monolithic team would be an operational liability. True regional understanding, AKA the "secret sauce" of sustainable expansion, can only emerge from a workforce that reflects the diverse markets it serves. She intentionally built a multicultural regional team spanning multiple nationalities and professional backgrounds. This diversity directly drives daily operations, giving the team the cultural fluency needed to handle Malaysia’s multi-ethnic media ecosystem, Thailand’s distinct digital infrastructure; and Singapore’s institutional advertising environment simultaneously. By actively hiring and championing professionals with non-linear career paths, she is actively reconstructing the traditional executive mold in the technology sector. Serena and team at SKO awards night ## Protecting the open web Beyond the metrics, Serena is driven by a deep conviction that credible, independent journalism is essential infrastructure for society. She works tirelessly to help publishers monetize and thrive in an era dominated by walled tech monopolies. From launching generative AI solutions with the Bangkok Post to securing a landmark partnership with SPH Media (reaching 86% of Singapore’s population weekly), Serena is actively shaping how digital media operates. For her, this commitment to equity doesn't stop with media infrastructure, it extends directly to the communities technology often leaves behind. She actively supports rural education development along the Thai-Myanmar border through the iCare Thailand Foundation, helping expand the pipeline of future talent who may one day participate in the digital economy. “We are constantly exploring innovative ways to strengthen our digital offerings and deepen audience engagement. Taboola’s advanced AI capabilities and strong roadmap for publisher innovation made them a natural partner. Serena has been the architect of this partnership from the very first conversation. Her strategic vision, her understanding of what publishers truly need, and her belief in the enduring value of trusted journalism have been instrumental to our collaboration." — Kuek Yu Chuang, Deputy CEO, SPH Media. Taking a cake-break with the team ## Ready to realize your potential with us? Serena’s well-deserved recognition is a perfect example of what happens when you combine global ambition with hyper-local empathy. More than growing a business, she reimagined how a modern tech team should operate. Congratulations, Serena! Thank you for everything you’ve been doing to make the Taboola Life culture what it is! Ready to realize your potential on a team that values agility, diversity, and impact? Explore the Taboola Life blog and our career opportunities across the APAC region. --- ### Leader Spotlight: Chiara Ranno on How Taboola Milan is the Tech Hub Putting Performance Marketing on The Map Across Italy URL: https://www.taboola.com/taboola-life/chiara-ranno/ Last Modified: 2026-06-23 14:45:53 Meet Chiara Ranno, Country Manager of Taboola Milan, and discover how people-first leadership, innovation, and autonomy are shaping one of Italy’s most dynamic tech teams. You know Taboola as a global leader in performance advertising, but what you might not know is that our success is driven by both our major global hubs and our strategic regional offices. Our Milan team is a standout example. A small, impactful group shaping the Taboola name in Italy and standing adjacent to other tech giants in the area. Leading this charge is Chiara Ranno, Taboola Milan’s Country Manager, who is redefining what it means to lead in tech. She champions an agile, people-first approach that grants her team the kind of autonomy and impact usually lost in large companies. For Chiara, success isn't only about the numbers; it's about the agency of the people behind them. ## Q: You joined Taboola after a successful career at Yahoo. What drew you to Taboola? After the past few years in Business Ops and Strategy supporting international leaders across the EU and LATAM, I was looking forward to proving myself "on the field" in the market I know best: Italy. The Taboola opportunity was particularly interesting because it provided the challenge of a deep transformation and change management project. I’ve specialized in change management for years, so this was (and still is) an intriguing opportunity to align a global growth strategy with the local media landscape and build something durable. Chiara, right, with fellow Taboolar in Milan office ## Q: How does Taboola Milan’s "small but mighty" footprint give you an advantage against tech companies in Milan that are large, well-known, entities? While the industry trend is to move ops & client services to remote hubs or rely purely on automation, we are integrating innovation and presence. We believe in the human factor. In Milan, we’re a team of about a dozen who offer a local enterprise client services team providing bespoke, data-driven consultancy rather than transactional relationships. This attracts people who want to "own" their business as if it were their own company. That entrepreneurial attitude is what shapes our organization and differentiates us from the larger, more traditional companies nearby. We aren't just a business entity; we’re local partners to the Italian media landscape. ## Q: What’s the team’s core mission within the Italian media ecosystem right now? At Taboola Italy, we bridge the gap between intent and discovery while respecting the user's journey and premium-quality content. Our goal is to deepen our footprint within the premium Italian publisher ecosystem. We help publishers maximize yield, and marketers achieve meaningful connections through a foundation of trust and authentic user engagement. Chiara, bottom middle row, poses for a team photo in Milan office ## Q: You view leadership as a "Counseling Practice." How does that influence the daily culture of the Milan office? I view leadership as a relational practice rather than a top-down hierarchy. I am actually graduating this June as a Counselor in Transactional Analysis, something that has fundamentally changed how I approach my work and my connections with others. An effective business strategy is inseparable from emotional intelligence. We prioritize Psychological Safety. We operate in an "Adult-to-Adult" state where team members feel empowered to own their roles and their professional development. By fostering an environment where people feel safe to speak up and take risks, we build a resilient culture that naturally attracts the best talent in Italy. ## Q: You’re focused on redefining the female narrative in the Italian tech sector. What’s your vision? I want to move the conversation away from the "challenges" of being a woman in tech and toward the advantages of diverse, inclusive leadership. At Taboola Italy, female leadership isn’t an exception; it’s the standard. By lifting others through mentorship and advocacy, we collectively raise the bar for the entire industry. This is a place where ambition finds a platform. Chiara, center, speaks on career advancement at Elle Active! Workshop hosted by Hearst Italia ## Q: How does the team stay agile and aligned? We stay aligned through weekly team meetings, which we call the "Beat," but our 1:1s are where the real work happens. In these meetings, the employee is responsible for the agenda. They choose the topics and use methods like the STAR technique to structure their development. It ensures that everyone is an active participant in the office's success, taking full ownership of their career path. We’re at the edge of technology, and while AI is part of most of our daily tasks, human interaction can bring a significant added value. While others focus on pure automation, we emphasise the partnership between machine intelligence and human intuition. ## Q: Outside of the office, how do you disconnect and recharge? I love to spend genuine time with friends and always love learning, but to re-center after busy days, I hike in the woods and practice Yoga and Pilates. I also spend a lot of time with Mino, my Jack Russell Terrier and our office mascot. He always helps me resurface my "inner child." Chiara’s puppy pal, Mino ## Q: What should others expect when joining Taboola Italy? Big changes require an open-minded attitude and a humble approach. My team succeeds through active listening, continuous upskilling, and genuine curiosity about what's next. Whether it’s through a new partnership, a team milestone, or a thought-leadership piece, our team leads with integrity, strategic foresight, and a focus on the people who drive it. We position our local office not just as a business entity, but as a catalyst for transformation and empowerment where talent can thrive as humans and professionals. Ready to realize your potential? Visit our careers page and get to know more about #TaboolaLife by exploring the Taboola Life blog.   --- ### From Brazil to Mexico City: Juçara Trombeli on Growth & Culture at Taboola URL: https://www.taboola.com/taboola-life/jucara-trombeli/ Last Modified: 2026-06-15 13:45:38 Discover how Juçara Trombeli grew her career at Taboola across four roles, relocated from Brazil to Mexico City, and found support, leadership opportunities, and a culture built on growth. “Every time I felt ready for more, Taboola gave me the chance to take it on... Taboola kept betting on me and opening new doors.” With eight years, four different roles, and a relocation from Brazil to Mexico City in the books, Juçara Trombeli, Advertising Account Director for the SAM market, knows a thing or two about what makes the Taboola culture such a special one to grow your career.  So what’s kept Juçara energized at Taboola for nearly a decade? More than just climbing a ladder, her experience has been about expanding horizons across roles, borders, and milestones. Here, she shares a look into her world as a team leader, how Taboola supported her through many work and life transitions as a working parent, and how the Taboola culture transcends borders. ## What does your role look like at Taboola? As an Account Director, I’m the strategic partner for our key clients and agencies. I love helping them scale and genuinely invest in their business results. It’s exciting to combine strategy, data, and creativity to deliver real ROI for advertisers, but it’s the people side of the role that’s my favorite. A massive part of my day-to-day is leading our team of Account Managers, helping them develop, and ensuring they have what they need to do their best work. A key part of my role is also growth-oriented: identifying high-potential brands, building strong relationships, and developing those partnerships into long-term strategic accounts. Ultimately, the goal is to connect the right audience with the right message at the right time across the Open Web, while delivering measurable business outcomes for our clients. SKO 2024 ## What kinds of clients and strategic challenges does your team handle in the SAM market? We partner with a diverse range of brands and agencies, from large enterprise advertisers and global agency groups to emerging brands focused on growth and performance. Our client portfolio spans multiple industries, including e-commerce, finance, automotive, travel, and education. We support businesses at different stages of maturity, from brands looking to build awareness to those focused on scaling customer acquisition and driving measurable business outcomes.  A major focus for us is leveraging AI-driven solutions to help clients achieve their marketing goals more effectively. We’re helping them navigate a rapidly evolving digital landscape by optimizing campaign performance through data-driven insights, enhancing targeting, maximizing ROI, testing solutions, and adapting strategies based on performance and market trends. SKO 2020 in Tel Aviv ## How have you evolved since joining Taboola in 2018? I joined Taboola at our Brazil office as a Senior Account Manager, and since then, every time I've felt ready for more, Taboola has given me the chance to take it on. I was promoted to a Team Lead role, then to Account Director for Brazil, and today I'm the Account Director for SAM, continuing to build my career based in the Taboola Mexico office! ## Taboola took you across borders. How did Taboola and your colleagues support you during that transition? I’ve always been driven by the desire to keep learning, reinventing myself, and taking on new challenges. Relocating to another country with a young child could have been overwhelming, but Taboola made the transition feel smooth. My manager and the entire SAM team supported me at every step, from the practical side of relocating to helping me settle into a new market and culture. What stood out to me most throughout the entire process was the genuine warmth, care, and attention I received from the day I arrived. I never felt alone. As the mom of a 4-year-old, I deeply value working for a company that lets me deliver strong results for my clients and team while staying present for my son. That balance is rare, and it’s a big part of why I’ve built my career here. Juçara is all smiles with her family ## What’s unique about the Taboola CDMX culture? The Mexico team is incredibly close-knit, and that “we’re one team” spirit shows up in two ways. First, in how everyone jumps in to help each other day to day. And second, how much we enjoy being together outside of work, at team lunches, happy hours, and team-building activities. It’s all genuinely fun and so on-brand with the Taboola spirit. That mix of mutual support and good energy is what makes our day-to-day feel light, healthy, and productive. Team outing with Taboola Mexico! ## How does Taboola's "one team" spirit drive high performance and big milestones? Having worked in Brazil and now in Mexico City, I can confidently say that Taboola’s "one team" spirit isn't unique to just one office; it's felt across borders. I felt it strongly in Brazil, where I grew so much over the years, and I feel it just as much in Mexico City. What's stood out about Mexico is the welcome: arriving in a new country, the closeness and care from this team made all the difference, and it's been one of the warmest experiences of my career.  The small cultural nuances between the two are part of the fun, but the way people show up for each other is core to both. That collective mindset is exactly what drives our most significant regional wins. Most recently, I was incredibly proud to be part of the team that signed the first Joint Business Agreement (JBA) in SAM, a massive strategic milestone that secured a $2M USD agreement! ## What do you look for when hiring for your team? Beyond technical competence, soft skills are fundamental. I look for curiosity, resilience, a collaborative spirit, and people who are eager to learn, comfortable navigating change, and genuinely invested in the team's success. Technical skills can be taught; the right attitude and the ability to build strong relationships are what truly set someone apart. Taboolars across markets gather for off-site get-together ## What keeps you growing at Taboola? Eight years in, what keeps me motivated is how much there still is to learn, build, and evolve. The market in SAM is moving fast, and our products are continually developing and growing with new features and AI. I see so many opportunities ahead for our clients, my team, and the entire company.  To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Reflections from PMM Noya on Crafting Taboola’s DeeperDive Narrative URL: https://www.taboola.com/taboola-life/crafting-deeperdive/ Last Modified: 2026-04-09 14:34:48 Discover how Taboola PMM Noya helped shape the DeeperDive narrative, supporting publishers with AI-powered experiences and redefining engagement on the open web. Launching Taboola Push just four months after joining Taboola was the first real test of building a product narrative from the ground up here. A few months later, following that milestone, I stepped up to lead the product marketing function for DeeperDive, Taboola’s new GenAI answer engine for the open web. Thanks to these projects, I’ve gained a deep understanding of the market and a passion for the fast-paced 'unknowns' of AI. Here’s a look inside how being a part of this innovative project has defined both my growth and our collective journey at Taboola. On May 20, 2025, I officially stepped into the role of lead PMM for DeeperDive. I still clearly remember the initial call with my managers. They pitched it as a high-profile project with those "startup vibes" I’ve always loved, telling me they believed I could truly thrive there. They were right. Looking back after nearly a year, I can safely say that DeeperDive hasn't just been another project—it’s been a career-defining journey. What made the process so special was the scale of the challenge we were tackling, and the incredible people working behind the scenes to tackle it together. Noya poses with teammates behind DeeperDive at SKO Publishers today are navigating one of the biggest shifts the industry has faced in decades. As audiences increasingly turn to AI to ask questions and explore information, publishers are under pressure to compete by delivering more interactive, conversational experiences, without compromising the trust, credibility, and depth that define high quality journalism. That’s exactly what we built DeeperDive to do: to bring AI-powered experiences directly onto publisher sites, grounded in their own content and editorial voice. I’m incredibly proud to have played a role in building a product that is helping redefine how audiences engage with trusted publishers like Gannett | USA Today and Reach PLC. Being part of the mission to support publishers through this transition has made this work feel bigger and more meaningful than any single launch or milestone I’ve worked on before. Noya presenting at Sales Kick Off From a PMM perspective, this was the ultimate playground. It’s not every day you get to take a concept with no history and build the entire narrative from scratch. I’ve lived the product development in real-time—learning as the code was written, tweaking our messaging weekly to match industry shifts, and constantly refining our tools to ensure our business team was set up for success. In the process, I’ve had the rare privilege of working alongside true experts—smart, tireless individuals from across the company who are all obsessed with one goal: delivering the best possible product in a world that refuses to stand still. It’s been a wild, fast-paced journey, and I’m still learning every single day. Between the incredible technology we’ve built and the experts I’m lucky enough to call colleagues, I can honestly say I wake up with a smile. I’m exactly where I’m supposed to be. A moment with the experts, AKA, Noya’s Taboola colleagues Now, DeeperDive is reaching an exciting new milestone: global expansion. The timing is perfect, as I head off on maternity leave to start a new "project" of my own. I can’t wait to see what the future holds for DeeperDive—I just know it’s going to be amazing because, like I said, the very best people are the ones building it. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Taboola’s 2026 Nominees For Campaign's Women Leading Change Awards in Asia-Pacific URL: https://www.taboola.com/taboola-life/women-leading-change-apac/ Last Modified: 2026-04-09 12:52:56 Meet Taboola’s 2026 Women Leading Change nominees in Asia-Pacific and discover how they’re driving innovation, growth, and digital transformation across the industry. Excellence is a core theme at Taboola this year, and it’s boldly embodied by the five Taboolars nominated for the Women Leading Change Awards. Hosted by Campaign Asia, these awards celebrate the trailblazers and rising stars redefining the industry across APAC. The 2026 winners will be selected by an independent jury of 12 industry experts, including leaders from Meta, LEGO, and Mars Petcare. Read on to meet Taboola’s nominees and learn about the significant accomplishments they’ve made in the marketing community between January 2025 and March 2026. ## Cathy Yang, Country Manager, Taiwan: Nominated for “Digital Transformation Leader.” Cathy Yang is redefining how the Open Web survives and wins in the AI era, transforming it from a traffic-driven ecosystem into a performance-driven growth engine. As Country Manager, Cathy scaled Taiwan into Taboola’s fifth-largest Asian market in just two years, delivering 30% consecutive year-over-year growth. Amid AI’s disruption of media traffic, Cathy successfully shifted publisher strategy from monetization to engagement, acquiring 80% of Taiwan’s key publishers and proving that high-quality audience engagement is the ultimate driver of advertiser performance. See how you can make an impact in Taipei. View openings at Taboola Taiwan ## Jingwen Wang, Advertising Sales Director, Beijing: Nominated for “Young Business Leader” category. Jingwen Wang brings 14 years of digital expertise to Taboola China, including her tenure as CEO of a leading outbound agency. This dual perspective has transformed China into a vital engine of innovation and growth. By integrating a product suite comprising Programmatic, DCO, and Connexity, she repositioned Taboola from a media vendor to a strategic partner for global giants such as Temu and AliExpress. Most notably, Jingwen built Taboola’s non-core business from the ground up—scaling it from zero to 30% of total revenue in 2025. Beyond the numbers, she is a key catalyst for the next generation of Chinese brands expanding onto the global stage. Ready to scale China’s ad business? Check out careers with Taboola Beijing ## Jisselle Lim, Advertising Sales Director, Korea: Nominated for “Emerging Leader” category. Jisselle Lim’s 11-year ascent from intern to Director defines transformation. In 2025, she secured 78 blue-chip brands and shattered an 8-year global policy deadlock on a highly regulated industry, making Korea one of only three eligible markets worldwide for these high-value partnerships. By engineering Korea’s first Nielsen-validated 90% reach standard, she established a new benchmark for years to come. As part of the team effort that secured a 2025 AI Champion Award, Jisselle balances leading APAC’s highest-revenue engine with raising her three-year-old, proving that human-centric leadership drives results. Interested in joining the team in Seoul? Explore careers with Taboola Korea ## Mary Tse, Region Manager, Hong Kong: Nominated for “Digital Transformation Leader.” A 20+ year digital veteran, Mary Tse’s career spans from leading Traditional Media and navigating Yahoo's Web 1.0 to 2.0 transformation, to currently pioneering the AI frontier at Taboola. Since 2024, Mary has spearheaded a high-quality performance ecosystem in Hong Kong, with the vision to fundamentally transform the Open Web infrastructure. For Publishers, she implements AI-driven solutions to reclaim Digital Sovereignty and cultivate sustainable, algorithm-independent traffic. For Advertisers, she provides a robust "Third Alternative" on the Open Web, a brand-safe Match-AI engine delivering high-quality performance beyond "Walled Gardens." Mary has engineered a pioneering landscape that restores digital sovereignty through a healthy, AI-forward, and truly independent Open Web ecosystem. Shape the future of ad-tech. View opportunities with Taboola Hong Kong ## Yuka Onoue, Business Development Director, Tokyo: Nominated for “Digital Transformation Leader.” Yuka Onoue has fundamentally transformed Taboola into a trusted, full-funnel "Must-Buy" platform, driving a remarkable 300% revenue growth. She pioneered the first-ever Agency Trading Deal within Taboola—a framework now used as a benchmark across APAC, and orchestrated high-level partnerships with global "Big 6" agencies. By integrating advanced attention and brand-safety measurements, Yuka shifted the market focus from basic clicks to qualitative value, securing long-term success with national brands while setting new standards for the Japanese digital ecosystem. Help us shape the Open Web in Tokyo. Search careers in Taboola Japan Winners will be announced on May 19, 2026. Regardless of the results, the excellence these leaders display every day has already moved the needle for our industry and our teams across Taboola. Congrats to all nominees and future winners! Inspired by their impact? Explore all open roles across APAC. --- ### Inside #TaboolaLife: Celebrating a 2026 Great Place to Work Around the Globe URL: https://www.taboola.com/taboola-life/inside-taboola-life/ Last Modified: 2026-07-02 07:34:49 From belonging and trust to flexible time off and inclusive workplaces, see why Taboolars around the world love working at Taboola. Year after year, Taboola celebrates best workplace recognitions around the world, and this year, we have even more to celebrate. Taboola has been recognized as a certified Great Place to Work across Brazil, France, Germany, Hungary, India, Spain, Taiwan, Thailand, UK, and the US, and the best part? These awards are based entirely on the direct survey feedback and honest experiences of our people who contribute to our culture every day. So what makes the #TaboolaLife culture so special? While our offices span different cultures and languages, the Taboola experience remains the same. According to the people who know us best, our Taboolars, here’s a look at the pillars that define our culture. ## TL;DR: The Taboola culture at a glance - 10 Countries certified as a “great place to work”: Brazil, France, Germany, Hungary, India, Spain, Taiwan, Thailand, UK, and the US. - Belonging: 97% of Taboolars say they felt welcome from Day 1. - Time-Off: Our competitive, location-specific time off policies are built on trust and employee autonomy. - Inclusion in action: Fair treatment regardless of identity - Fueling performance: Iconic global offices with catered meals, wellness zones, and collaborative ergonomic workspaces Taboolars in NYC ditch their desks for a change of pace ## A welcomed Taboolar from day 1 “When you join the company, you are made to feel welcome.” 97% of Taboolars confirmed this is their reality, and we’re more than proud of that. Whether you’re joining our R&D hub in Taipei or our sales team in London, our goal is for every new hire to feel like a member of the team before they even finish their first coffee. New joiners often tell us that their first days, weeks, and interview experiences at Taboola are some of the kindest and warmest, with colleagues near and far making the ease of starting a new job comfortable, approachable, and encouraging. Taboola India team-building event ## Show up authentically “People here are treated fairly regardless of their sexual orientation, age, race, & gender.” Building an inclusive culture of belonging is about making sure Taboola is a place where you don’t have to hide who you are to be successful. Here, you’re empowered to speak up, share your ideas, challenge the status quo, and bring your talents, hobbies, perspectives, and life experiences outside of work, with you each day. When more voices participate, better decisions happen—and when everyone feels they belong, we all win. Taboola DACH celebrates Pride Month ## Workspaces built for well-being “Our facilities contribute to a good working environment” and “This is a physically safe place to work.” Safety at Taboola means more than just a secure office; it’s the peace of mind that comes from working in an environment designed for well-being, comfort, and ease. Our offices are in some of the most iconic cities in the world, but we’ve intentionally designed them to support the "human" part of the workday: - Collaborative hubs: From open, collaborative spaces designed for brainstorming and spontaneous connection to ergonomic setups, and quiet zones for deep, focused work. - Fuel for the day: In our major hubs, Taboolars enjoy a daily breakfast spread, while all global offices offer daily lunch credits or catered meals, meaning one less thing to worry about during a busy week. - Comfort and connection: Beyond desks and huddle rooms, many Taboola offices feature game rooms, wellness areas, gender-neutral restrooms with complimentary hygiene products, and stocked kitchens that serve as the “social heart” of our culture. Taboolars in London taking a break in the kitchen ## Recharging with competitive time off Taboola’s localized time-off policies are built on a foundation of mutual trust. While specific guidelines are tailored to align with local regulations and country standards, the core philosophy remains the same: life happens. Whether you need a mental health day, have a planned vacation, or are balancing your role as a parent, Taboolars are given the autonomy to manage their schedules and the space they need to recharge. When you’re trusted to own your time, you’re naturally more invested in the work you do. Taboolars from Taboola Brazil pose at post-work event These awards are just a reflection of the environment our Taboolars create for each other every single day. We’re proud of our "Great Place to Work" badge, but we’re even prouder of the people who make Taboola a place where you can show up, be yourself, and do your best work. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog. Visit our careers page and realize your potential with #TaboolaLife. --- ### From Intern to Full-Time Taboolar: How Esra Is Coloring The Internet as an Advertising Account Manager URL: https://www.taboola.com/taboola-life/esra-ustun-career-growth-taboola/ Last Modified: 2026-02-18 18:27:14 Discover how Esra Üstün transitioned from intern to full-time Advertising Account Manager at Taboola’s London office, and what career growth looks like inside a global ad tech company. It’s one thing to land an internship; it’s another to turn it into a career shaping the digital landscape of the open web. At Taboola, it’s always rewarding to see an eager intern thrive and join the team full-time, and Esra Üstün is no exception. Once an intern, Esra is now an Advertising Account Manager based in our London office, helping clients navigate the complex digital advertising landscape with expertise and flair. While her growth from student to professional is impressive, we think she explains her journey—and her role—much more colorfully. Read on to learn how Esra transitioned from university student to a valued member of the advertising account management team, and what she enjoys most about life at Taboola. Presenting key insights during the Taboola Sales Kickoff 2025 in London. ## From Bayes Business School to Taboola Esra’s Taboola journey didn't start with a cold application. While studying for her MSc in Management at Bayes Business School, she joined a university-organized trip to the Taboola office. "This wasn't just a general visit," Esra recalls. "It was an invaluable opportunity to engage directly with the culture and the people. When I applied, I could reference specific insights about the company's mission that I had understood from having been to the office." That genuine enthusiasm paid off. Esra transitioned from a student of International Relations in Istanbul to an intern at Taboola London, setting the stage for a career at the company that has already lasted three years and shows no signs of slowing down. Participating in team-building events at The Crystal Maze and the London Sales Kickoff. ## Navigating the "Coloring Book" So, what does an Advertising Account Manager actually do? While her day-to-day involves deep-diving into performance data and collaborating with Product teams to test new features, Esra has a much more vibrant way of explaining her role: "Imagine the internet is a big, magical coloring book. I help people who have really cool stickers—like pictures of new snacks or toys—find the best pages to put their stickers on so everyone can see them!" As a "Sticker Specialist", Esra acts as a trusted advisor for large advertisers, ensuring their "stickers" ( or campaigns) reach the right audience at the right time and achieve the highest possible ROI.   Presenting a masterclass for account managers at Taboola Sales Kickoff 2025 ## Growing Outside Her Comfort Zone Esra’s transition from intern to full-time team member was fueled by Taboola’s culture of trust from Day 1. Esra credits her growth to being encouraged to lead client meetings and take ownership of accounts early on. Thanks to Esra’s eagerness to learn and her team’s support, she has grown from an intern just learning the ropes to a trusted client-facing strategic partner – fluent in three languages (soon to be four!) and confident in navigating complex digital strategies. Outside of her core role, Esra is a leading member of Taboola Inspire, an employee resource group dedicated to championing the company's values of Learning, Building, and Caring. By organizing initiatives focused on mental health, charity, and fitness, she’s found a way to add tangible value to the office culture. "Taking on this responsibility outside of my day-to-day work has been incredibly rewarding," Esra says. "It’s allowed me to give back while strengthening my leadership skills through cross-functional projects that truly matter to the people here. The diversity and community at Taboola create an inspiring environment that challenges me to think differently and aim higher. ## Inside Esra’s World To power through her busy days, Esra starts her mornings with a coffee, although Turkish tea always holds a special place in her heart. A global citizen, Esra is fluent in Turkish, French, and English, and is working on adding Spanish to her toolkit. When she isn't mastering a new language or optimizing campaigns, you can find her enjoying the perfect London weekend: exploring the city and discovering good food with friends. Celebrating team spirit through high-energy sports days and social gatherings in London. ## Esra’s Pro Tip for Career Starters "Take advantage of every opportunity to build your network. Go to as many events as you can—you never know when you’ll cross paths with those people again. And find a mentor! Having someone in your corner helps you grow with confidence." --- ### Focus. Excellence. Breakthrough. What Taboolars Are Saying About The 2026 Global Sales Kick-Offs URL: https://www.taboola.com/taboola-life/taboola-sko-2026/ Last Modified: 2026-02-02 13:36:16 Taboolars share how connection, collaboration, and celebration shaped Taboola’s 2026 Global Sales Kick-Offs around the world. Ah, the thrill of the sales kick-off (SKO) season. A time filled with so much buzzing camaraderie and supercharged energy for the year ahead that you could feel that energy from the main stage to the dance floor. After last year’s launch of Realize, Taboola’s performance advertising platform, we gathered in some of Taboola’s most iconic locations: Bangkok, Madrid, and Chicago—not just for strategy and product chats, but to bring hundreds of Taboolars together in one room. Since that buzz is hard to describe, here’s a look at that SKO spirit, told by those who experienced it firsthand. Director, Publisher Account Management, Tanya Dhir, reflects on SKO ## The Taboola SKO Experience You can't replicate the energy of bringing sales, product, and marketing teams from around the world into one room. We talk about community a lot at Taboola, but SKO is where you actually see it in action. While we aligned on our 2026 strategy, the magic was really in the momentum we built together in person. The theme, “Focus, Excellence, and Breakthrough,” was everywhere. Don't just take our word for it—here’s how Dario Dellisanti, one of our newest Global Account Managers, captured the vibe of SKO while joining a new team: ## Trading Slack messages for real-life connections Earlier in the year, Taboola was named a Digiday finalist for “Best Global Team Integration,” and our annual SKO is exactly why. It’s where "cross-team collaboration" stops being a corporate buzzword and starts being real conversations over coffee (or on the dance floor). For us, building a great culture means investing in these face-to-face moments and recognizing contributions outside of an email or Google Meet emoji. Product Manager Kurt Gessler summed up the essence of SKO perfectly: ## The ‘Why’ behind the work SKO definitely sets the stage for the year, but it’s also a powerful (and fun) reminder of the why behind the work. It's one thing to talk about growth on a screen; it's another to live it with our global teams in person. Beyond the strategy, we spent the week rethinking what’s possible for the future of advertising and how we can leverage our tech to push performance marketing to help our advertisers scale. More than hitting targets, it’s about the impact we have on our partners and clients. Emanuela Motta, from our Milan team, captured that feeling of reconnecting with our mission: ## Celebrating big wins–together We started 2026 strong, but no SKO is complete without breaking from the business chats to celebrate. After days of upskilling and strategy, we shifted gears to what we do best: honoring Taboolars with plenty of food, dancing, and awards. (A huge congrats to our Sales Club winners, who are heading back to Mauritius!) As Senior Account Manager Pranay Mohan put it, the awards are great, but the team is what makes the win: Congratulations to all of our award nominees and winners. Your tenacity is infectious and a reminder that our excellence as a global team lies in our people, the relationships we build, and the support we show for one another. Cheers to a 2026 filled with focus, excellence, and breakthrough! To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Tracy Tan on Taboola Inspiring Next-Gen Tech at NohoHacks URL: https://www.taboola.com/taboola-life/nohohacks-tracy-tan/ Last Modified: 2025-12-09 21:04:09 At NohoHacks, Tracy Tan and Taboola’s R&D team mentored students in GenAI, shared career insights, and highlighted Taboola’s commitment to women in tech. Taboola is proud to have sponsored the first-ever NohoHacks event in California, an educational and meaningful learnathon and hackathon focused on GenAI (Generative Artificial Intelligence) for high school students. The event inspired the aspiring tech minds of tomorrow, and we were excited to have R&D Group Manager Tracy Tan, along with Software Engineers Jonathan Quach, and Gustavo Torres representing Taboola’s R&D Team. ## What is NohoHacks? NohoHacks is California’s first GenAI learnathon/hackathon for high school students, led by high school students. The two-part event features a week of hands-on online workshops and guided learning led by professionals in tech. Focused on making tech more accessible, the event helps students develop new skills, build innovative projects, and connect with a supportive network of peers and mentors. ## Taboola & NohoHacks The Taboola team was pleased to share their favorite takeaways from speaking directly with high school students and answering their career-and tech-related questions. Tracy expressed, "I was incredibly impressed by how much they learned from the speakers and the UCLA/USC mentors." From projects covering critical topics like politics, mental health, posture, college research, brain training, and eco-shopping, Taboola's R&D team was equally inspired by seeing such passion for using technology to solve real-world problems. Jonathan Quach added, "I felt good, encouraging the students to work on problems they find worth solving and providing the most impact. I felt I was able to pay it forward to these students as former mentors had done for me when I was in their shoes once upon a time, as a former LAUSD and UCLA alum." As a technology company that uses AI and machine learning to empower businesses to grow through performance advertising technology, Taboola is deeply invested in tech innovation and helping foster the next generation of tech talent. Tracy adds, “It’s why we love to support events like this!” Jonathan Quach speaks to students as event panelist ## Women in Tech Leadership at Taboola Having strong role models is everything, and Taboola’s tech team is continuously motivated by the leadership of VP of Engineering, Ning Ning Yu. Tracy Tan shares, “She (Ning Ning) has shown me firsthand how to grow a major R&D office, building our team in LA/Taiwan from less than 20 people to over 70. Seeing her succeed and support others gives me a clear path for my own growth.” Tracy adds how she’s climbed tremendously at Taboola, from a Database Administrator to leading a team as an R&D Group Manager. The constant evolution in ad-tech and data means there’s always something new to learn and build, and she notes that she’s been given the support and guidance to “build the teams that build the things!” Taboola champions an environment where talent and hard work are recognized, regardless of gender. Tracy & Gustavo at the Taboola swag table ## How Taboola is Influencing the Future of Women in Tech “What inspires me the most is how capable this new generation is. This emerging generation is so tech-savvy, and with all the new tools and resources available, they are like sponges, learning and growing at a speed I never could have imagined in high school,” Tracy shares. “This is especially true for my daughter, one of the junior organizers for NohoHacks, who is an aspiring engineer like my husband and I!” Despite the competitive nature of working in the tech world and concerns about AI's impact on the future of working in tech, Tracy shares how her daughter's journey into tech has taught her never to underestimate the speed of innovation and how quickly new ideas can be brought to life. "It's been rewarding to see her excel through her Internship and embrace the tech path!" Tracy Tan exchanges Taboola swag and chats with high school students ## The Taboola R&D culture “We work hard on complex challenges, but we also know how to have fun and support each other. You can find us celebrating Chinese New Year with Dim Sum, playing ping-pong during breaks, singing karaoke at holiday parties, or playing Nintendo games after work.” Tracy adds that, “As a team, we value learning and growth, and we actively seek people eager to expand their skills and willing to jump in and support their teammates when roadblocks arise.” Taboola LA celebrates with a white elephant gift exchange during the holiday season ## What Advice Does Tracy Have for Those Curious About a Career in Tech? Always be learning, growing, and adapting! To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### The Secret Ingredient: How Curiosity and Patience Fueled Laura Restrepo's Growth at Taboola URL: https://www.taboola.com/taboola-life/laura-restrepo-publisher-director/ Last Modified: 2025-12-17 13:32:49 Meet Laura Restrepo Le Flohic and discover how curiosity, resilience, and people-first leadership shaped her journey at Taboola from Medellín to Madrid. TaboolaHer, one of Taboola’s employee resource groups,  loves shining a light on the incredible women shaping the future of digital media. In this edition, we sat down with Laura Restrepo Le Flohic, Publisher Account Director based in Taboola Spain, whose rise from account manager to leader has followed a clear and purposeful path. From living  across continents to baking her way through a business venture, today Laura is sharing her story of  building a thriving career helping publishers to grow their audiences. Read on to discover Laura’s success rooted in curiosity, what drives her, and the lessons she’s learned about leadership, resilience, and the human side of digital media. ## Tell us a little about yourself. I grew up in Medellin, Colombia with 4 siblings (I’m bang in the middle of 5!), with my French-Colombian mom and my Colombian dad. French was always part of our lives, so I decided to go to Paris as part of my university’s program – and I never came back.  I found an internship at an e-commerce company, and that’s where my digital media adventure began. Frowning on photos since she was very little ## What’s a fun fact about you that most of your colleagues might not know? Being part of a 5-sibling household always gets a “Really?!” But most people don’t know that I’m a certified baker, and briefly had a bakery business in Medellin, just before moving to London and coming back to the digital advertising industry. ## How would you describe what you do at Taboola to someone outside the industry? I help Spanish publishers develop their digital advertising capabilities, as well as to get more engaged readers. It works in almost the same way as when you see an ad or article in a magazine or a newspaper, but online, it’s as if that content (the ad or article) had been chosen by magic for that particular person and at that precise moment according to their interests. As a guest at an offsite for top Spanish publishers ## Let’s rewind a bit: what brought you to Taboola? Patience and a bit of obsession I’d say. I was looking for my next move after I’d spent 3 years working in London, and I saw the opening for a publisher account manager in the Spanish team. Unfortunately, they had just fulfilled the position, and I was too late. But I became somewhat obsessed with Taboola and what I saw online about the company’s culture. It seemed a very friendly and collaborative environment, in which people are genuinely themselves; rowing in the same direction to achieve common goals. Six months after my first attempt, there was another opening, and I finally had my chance to join. Celebrating wins with colleagues in the early days ## From Publisher Account Manager to Account Director, can you share more about your journey? My journey at Taboola started as an account manager for the Spanish market, and as our business grew, I had the opportunity to evolve with it. In the beginning, I was the only account manager for the market. With time, dedication and hard work, we started winning more and more publishers and getting recognised for our great technology and dedicated account management. So our team grew and I had the opportunity to become Team Lead. As our Spanish footprint grew, we understood it was very important to be on the ground in Spain, so I had the opportunity to relocate and was promoted to Account Director. Now I manage a team of 3 superstar account managers, and I’m responsible for an impressive portfolio of top publishers in Spain. Throughout my 6 and a half years at Taboola, my dedication, passion and hard work have led to multiple promotions and an expanded team. But I’ve also learned the importance of being an individual contributor, and had the opportunity to get involved in the many projects at Taboola which encourage employees to go beyond their roles and participate in global initiatives or culture-building teams like our ERG communities. With the Spanish publisher team at last year’s Sales Kick Off in London ## Beyond formal promotions, what was a key 'turning point' in your career journey where you felt your responsibilities or perspective truly shifted, and what prompted that change? There was definitely a change in my perspective when I became a manager. It started happening before the official promotion, of course, and it felt like a very organic progression from building the portfolio from scratch to then structuring my team to manage it. I know what they’re facing every day because I’ve experienced it, but as a manager I get to craft the strategy and am responsible for leading the team towards achieving our goals. Being a manager at Taboola is a privilege and a responsibility I take seriously as I've been lucky enough to have the best managers of all my career at this company. I have learnt from this positive, collaborative management style that resonates with my values and personality. With colleagues that became friends ## Do you remember a “pinch-me” moment in your career at Taboola? Something that made you stop and think, “Wow, I’ve really grown”? Covid times were tough, not only for the obvious reasons, but also because my team was going through some changes, and I found myself managing the whole Spanish book of business by myself. I recall thinking that I had to step up, pushing myself to believe I had what it takes, and making the most of the great people around me that were rooting for me and for the success of the Spanish market. With the Spanish publisher account management team ## Who has been most influential person in your career development at Taboola, and what was the most important lesson they taught you? I believe that you learn from all your managers, and from all the good and the bad experiences alike. I learnt a lot from not-so-great ones early in my career, in France. Those experiences shaped me and taught me to appreciate what a great leader and/or company culture is. When I joined Taboola Chris Murphy blew my mind as my manager and showed me that the key to great leadership is trusting your team and really knowing them to get the best out of them. My next manager, Emir Cagan, always impressed me with his elegant, intelligent, yet humble management style,  and how he steered the team through tough times during Covid.  The many female leaders and managers around me (Pilar Valcarcel, Stacey Delaney, Claudia Evans and Federica Ambrogi, to mention just a few) are a true inspiration in a male dominated industry, and I always look up to them. Picnic in London with Laura’s first team at Taboola ## In a world full of algorithms and KPIs, what’s the human side of leading publisher partnerships that people don’t often see? It all comes down to developing trusting relationships at all levels. At the end of the day, algorithms and KPIs don’t make deals. It’s all down to the people involved using their brains, attitudes and personalities to do the best they can in their jobs and for their companies. I never lose sight of the fact it’s the people making things happen. With German and Spanish colleagues ## What’s one piece of advice you’d give your past self on day one at Taboola? And one you’d give someone starting tomorrow? Take your time for the onboarding! There is a lot to take in and it’s important to fully digest all the information and create a solid base to build on. Another piece of advice I always give newcomers is to focus on their internal network, taking the time to get to know people from all different teams and expanding their day-to-day contacts. I think it's a good way to develop a sense of belonging in a big company, and carve a place for yourself in it. Cheering for colleagues at a Taboola party Laura’s story highlights the impact of staying curious, resilient, and always valuing the people behind the work. Through continuous learning, bold choices, supportive mentors, and a genuine commitment to people, her growth at Taboola is a reminder of what thoughtful, people-first leadership can achieve and an inspiring example of how purpose, determination, and human connection can shape a truly fulfilling career. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Beyond The Mat: What Brazilian Jiu-Jitsu Taught Karen Lopez About Excelling at Taboola URL: https://www.taboola.com/taboola-life/karen-lopez-marketing-manager/ Last Modified: 2025-12-03 08:02:36 Discover how Karen Lopez applies lessons from Brazilian Jiu-Jitsu, including discipline, focus, and strategy, to excel as a Senior Marketing Manager at Taboola. Throughout 2025, Taboolars have been reflecting on what performance means to them in and out of the workplace. Across the globe, we've seen how talents and hobbies, from running and cooking to music and dancing, help impact the work and daily experiences of Taboolars as they grow their careers here. The same is certainly true for Karen Lopez, LATAM's Senior Marketing Manager. She credits Brazilian Jiu-Jitsu (BJJ) as a mentor in personal strength, discipline, and resilience. As she trains toward her purple belt, Karen shares how BJJ is her secret weapon for tackling unique marketing challenges and advancing her career at Taboola. Karen poses at the Brazilian Jiu-Jitsu Pan American Championship ## What inspired you to explore the sport of Jiu-Jitsu? After my dad passed away, I initially turned to running as an outlet, but I quickly realized it wasn't leaving me feeling motivated. My brother and my husband, a black belt and a brown belt, respectively, inspired me to trade running for training with them.  They had developed incredibly strong mindsets through the sport, and I was instantly drawn to the focus required. When I was on the mat, my mind would go silent. When I was training, instead of constantly thinking about my dad, I was completely focused on learning the techniques and studying how people were moving. It became a life-changing form of therapy and continues to be a staple for my mental health. Karen, left, during BJJ training ## How has Jiu-Jitsu impacted your work at Taboola? BJJ has been vital in continuously shaping the same strategic and analytical skills I use every day in my role here. As a marketing manager, I’m a strategic bridge between our sales team and clients by using data and out-of-the-box thinking to drive client conversions and solve core business challenges. So, when I think about practicing BJJ, it’s much more than a sport or a martial art. When I step on the mat, I’m training for the exact mindset I’ve learned to apply to my job: - Technique and consistency over strength: What makes Taboola powerful is not brute force; it’s our precision, persistence, and ability to deliver consistent results. Through BJJ, I’ve learned that success isn't about raw strength; it’s about technique and the dedication to apply it consistently, sort of like building out strategic marketing strategies. - Keeping composure under pressure: On the mat, you learn to stay calm under pressure, analyze complex situations in seconds, and make smart decisions even when at a disadvantage. That mindset has translated directly into my professional life: staying composed, assessing situations with clarity, and making thoughtful, data-driven decisions. Karen & CDMX team during Sales Kick-Off 2024 ## Describe a marketing strategy you've worked on where you applied lessons from Jiu-Jitsu. I'd compare my training directly to launching Realize, Taboola's new performance marketing platform. Just as competing in BJJ requires strategic planning, launching Realize did too. My team and I had to examine our markets, analyze the impact of performance, and think resourcefully to execute the entire campaign. Performance is a huge part of both worlds. Through BJJ, I’ve learned that top performance doesn’t come from pushing harder; it comes from being strategic, disciplined, and patient. I’ve learned to trust my knowledge and the training I’ve diligently completed. This is what Taboola is all about: continuous learning, reinvention, and finding new ways to reach our goals by making small improvements every day. Staying calm when things get tough and trusting the process are essential in our culture and success, especially as we continue to grow and evolve in the performance marketing space. CDMX team outing - Pottery Night ## How have your fellow Taboolars supported you on your Ju Jitsu journey? My team is really active and values sports and fitness, so they understand the discipline and commitment it takes. During the months I was preparing for my competition, my team was amazing, constantly motivating me, checking in on my progress, and acting as a sounding board whenever I had doubts or fears. In LatinX culture, we often share cafecitos (little coffees), a way to pause the workday and connect over coffee and pastries. During our team's cafecitos, when I needed to be on a specific dietary plan, my team accommodated my needs and picked healthy spots so I'd feel included. They are the best! Karen & CDMX team enjoy a day in Xochimilco ## What advice would you offer to those considering a career at Taboola? Everyone develops transferable skills from their hobbies, so lean into your passions! Training in BJJ has helped me perform better at my job and refine my soft skills, and Taboola genuinely values bringing those skills and talents into the workplace. Throughout my four years here, I've found that they care about people as both employees and individuals, so be confident in showcasing the whole you, hobbies and passions included. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Inside SMB Publisher Account Management: Tanya Dhir Reflects on Her 7-Year Journey at Taboola URL: https://www.taboola.com/taboola-life/tanya-dhir-publisher-account-management/ Last Modified: 2025-09-30 07:31:44 From Bangkok to London, Tanya Dhir reflects on her 7-year journey at Taboola, sharing how people, mentorship, and resilience shaped her leadership career. When I joined Taboola, I knew I was stepping into a company with vision. What I didn't fully grasp was how much I would grow." Meet Tanya Dhir, who, after nearly seven years with the company, credits her growth to the genuine people she's worked with and the empowerment she's been given to own her development. Growing from a sales manager in Bangkok to an account management director in EMEA to now a director of publisher account management in London for the optimize global and EMEA SMB teams, Tanya shares how Taboola came into her life at a pivotal time, providing a career opportunity and a fresh start. Read on to hear how Taboola became a significant life milestone for Tanya, leading to incredible friendships, a supportive community, and a rewarding career. Tanya’s last day in the Bangkok office before moving to London ## What was the first thing that made you feel like joining Taboola was the right decision? One thing that I've loved from the get-go and remains one of my favorite things about Taboola is that people care about what they're doing. My manager, Arthur, is so passionate about our SMB publishers, and I've been lucky to work with him from the start! This genuine enthusiasm isn't just at the top. I've been inspired by people from other departments and regions, and this environment has helped me learn to lead across cultures and traditions, and to embrace new geographies as I've transitioned roles. Taboola empowers you to explore what you're passionate about and excel in it, and beyond my own experiences, I've seen people transition across other teams and departments. I am very grateful for this culture that's helped me grow professionally and personally. ## What resources have helped shape your experience here? The passionate, creative, and dedicated people at Taboola! The people here make every challenge an opportunity to learn. Reflecting on my career, I'm struck by the unwavering support I've gotten from my managers, mentors, and team, while still challenging me. People are so accessible, from our leadership to my immediate colleagues. I remember meeting our CEO and being able to walk right up to him and talk. That's not something you see at every company. I've also been lucky to have senior mentors who, despite their busy schedules, have made time for me. These relationships aren't just within the office walls. Our SKOs (sales kickoffs) are a huge part of our culture and have helped me build lasting friendships. These connections have been invaluable, providing a network of people I can always reach out to for advice, no matter where they are in the world. Tanya left, posing with fellow Taboolar and CEO, Adam Singolda, right ## What was it like making the leap from an IC to a team lead? My journey has been defined by a willingness to embrace new challenges. I came into this company with experience in apps, but my role quickly evolved. I took a chance and pitched the idea of working on web-based deals, which ultimately led to my first promotion. The biggest test of my adaptability was transitioning from a sales role to a team lead. I had to shift my mindset from being an individual contributor to empowering my team. The focus was no longer on my own deals but on helping my team members succeed and shine, which has been so rewarding. Tanya and London team during SKO 2024 ## What's the most rewarding part of your role on the SMB Publisher Account Management team? Working with SMB publishers is especially fulfilling because I can see the direct impact of my work. I still have publishers I signed in my first year reaching out to me, years later. Watching these smaller publishers grow and thrive with our help is rewarding. It's truly a meaningful way to make an impact at scale and build relationships that go beyond a simple business transaction. If you're passionate about your work, want to grow, and love working with people from diverse backgrounds, Taboola is a place where you can build an incredibly rewarding career. Tanya poses with Bangkok team ## What do you want potential candidates to know about what it's like working on the SMB Publisher Account Management team? Taboola's global nature offers so much growth potential, and you don't need to come from a traditional advertising background or know everything about the digital marketing world to thrive here. Taboola will teach you. We value people with strong sales skills, a great attitude, and who are passionate about whatever they're selling. We're a team and company with such deep respect for one another, values open-mindedness, and a growth mindset, and each year, Taboola has enriched me with something new. From working with people who speak different languages and come from various backgrounds with a story to tell, I've met many smart, kind, and inspiring people, who remain the center of my interest and pride in working at Taboola. Another Thursday in London—post-work hang with the team To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Inside Growth Publisher Sales: From IC to Team Lead, Bhoomi Wadhwa Attributes These Key Things to Her Growth at Taboola URL: https://www.taboola.com/taboola-life/bhoomi-wadhwa-publisher-sales-growth/ Last Modified: 2026-07-31 15:26:55 After 5 years at Taboola, Bhoomi Wadhwa reflects on her journey from IC to team lead, and how curiosity, collaboration, and resilience shaped her path. "Working at Taboola has helped broaden my perspective, become more resilient, think creatively to make a lasting impact, and raise my own bar." After nearly five years at Taboola, Bhoomi Wadhwa shares her journey from individual contributor to team lead for SMB Publisher Sales in APAC. Curious about how she's grown her career and drives impact for her team and clients? Here, Bhoomi reflects on these top three attributes that helped her turn challenge and opportunity into career gold: a growth mindset, collaboration, and resilience. ## Approach each day with curiosity and a growth mindset For me, a growth mindset means seeing every moment as an opportunity to learn. Our work on the growth publisher sales team is about scaling publisher partnerships and fueling revenue growth. During a typical day, our team reviews performance for newly launched publishers, researches new prospects, conducts discovery calls to understand publishers' business models, and gauges if Taboola could drive them better performance. Taking on each effort with curiosity and an agile mindset to uncover new possibilities is key because in our industry, the only constant is change. APAC Sales Kick Off 2025 ## What's one of the most exciting parts of your job that shows a growth mindset in action? I thrive on unexpected challenges because they force me to think outside the box, learn something new, and challenge myself to come up with creative solutions. Working across different cultures is a perfect example of this. I manage a diverse team of four individuals and often find myself on calls with people from countries like India, Australia, Japan, Korea, and parts of Southeast Asia, sometimes all in one day. Instead of seeing this as complicated, I see it as an incredible opportunity to adapt my communication style and learn from different business nuances and cultures. The biggest learning that comes from this is that every market operates differently, and I can create impact at scale while navigating industry changes by being open to new ways of thinking. Taboola India’s 10 Year Anniversary Celebration ## Keeping collaboration and alignment at the forefront My time at Taboola has shaped me professionally and pushed me to thrive despite challenges and shifting industry trends. With the support of my mentor and manager, Arthur Koechlin, I've accomplished so much, from earning a spot in the Global Sales Club three years in a row to leading global collaboration projects that have helped me grow, while making a lasting impact on Taboola. Two of which are: - Fraud detection project: I partnered with the anti-fraud team to create a list of fraud checks to be done before onboarding a publisher. We trained our global team on this, which led to onboarding fewer fraudulent publishers and cleaning the network, ensuring quality traffic to send to our advertisers. - Publisher messaging: I worked with our global growth marketing team to develop messaging to share across social media to educate and inform publishers on the value Taboola can drive from monetization, engagement, and audiences, increasing brand awareness for Taboola and the growth publisher business. Winning Sales Club at the 2025 APAC Sales Kick Off with Jon Westnedge, left, & mentor, Arthur Koechlin, right ## Staying persistent, adaptable, & resilient I'm not the person who gives up easily when it comes to getting a response in sales, and my approach is always to think about the bigger picture and how my efforts can help clients meet and exceed their goals. I'm consistent with the effort I put into my work and myself personally, and if one tactic isn't successful, I keep searching for other creative solutions. I take a lot of pride in my approach to creative prospecting and compelling outreach, which has led to consistently exceeding targets and growing at Taboola. ## What’s a creative solution you've utilized to get a prospect's attention? APAC Sales Kick Off 2024 One of my favorite breakthrough moments was recording a video of myself to get a prospect's attention after weeks of trying. I showed their website and pointed out a low-quality issue impacting their brand. It was a personalized, unconventional message that got me an immediate response. It led to a discovery call with the CEO, and I landed the deal. It goes to show that a bit of creativity and a genuine interest in a client's business can go a long way. ## What do you look for in others, considering joining the Publisher Sales team at Taboola? Now that I'm a people manager, I get to focus on what I'm passionate about: helping my team expand their potential and achieve great results. If you're considering joining us, know we're a team of driven, agile, and resilient people. We don't see challenges as roadblocks but as opportunities to learn and evolve. We look for ambitious people who are ready to challenge themselves and everyone around them to improve continuously. We're a team that supports each other through obstacles and keeps the perspective that as our work evolves, we evolve with it. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Leader Spotlight: Daniel Horowitz on How Creativity Drives Success in Sales And Leadership  URL: https://www.taboola.com/taboola-life/daniel-horowitz-sales-leadership/ Last Modified: 2025-10-07 14:10:01 From music and travel to mentoring teams, Daniel Horowitz shows how creativity fuels sales, leadership, and authentic client relationships at Taboola. What does creativity have to do with building a successful career in sales and leadership? The short answer? Everything. I sat down with Daniel Horowitz, Managing Director of Taboola’s U.S. Large Customer Sales & Account Management team, to learn about how creativity has inspired not just his career evolution, but how it influences his every approach to sales, relationships, and leading with impact. ## You’ve emphasized the importance of creativity in sales. Why is it so vital? I was born into a family of artists. My dad's a photographer, mom's a designer, and my sister's a creative director, so I constantly try to infuse creativity into everything I do, every email, every deck, every client event, how I respond, how I communicate, how I learn. That’s my 'work-love language,' and it’s helped me advance throughout my career. I'm a strong believer that you can reach a finish line professionally, personally, in any industry by taking a million tiny steps or five audacious leaps. The second path is way harder, but it’s more creative and way more fun. My career is built on a portfolio of never-before-done, award-winning campaigns, and these are often born from a simple goal: to move beyond the standard stuff to big, transformative, innovative ideas that forge stronger, symbiotic client partnerships. That's the work I’m looking forward to. Cannes 2025 ## How can others apply creativity to their work in sales? Creativity applies at macro and micro levels. A day-to-day pitch goes back to deeply researching the customer and creatively matching our solutions to their needs. Don’t use the same pitch for the same two FinServ clients. If you deep dive into everything a customer is doing–reading their earnings, news releases, digesting their social activity, and following executives, you can find interesting nuggets about their business and provide creative, custom-tailored solutions. Knowing a client’s business and leaning into your interests to build relationships is a great way to apply creativity. For example, in 2024, I went to 50+ live music events. Sharing more about who you are and what you like and demonstrating your personal brand can lead to building stronger connections. ## How do your interests and hobbies outside of work fuel your creativity at work? My creativity at work is fueled by leaning into my passions outside of work. I love fostering animals, spending time outdoors, art in all forms, cooking, scuba diving, and traveling (6/7 continents complete!). I constantly think about how to utilize my passions and personality to build symbiotic, long-term customer relationships. Dan poses with an elephant while traveling in Thailand ## AI is only becoming bigger and more prominent. How can infusing creativity into your sales role help secure your position and set you apart? AI can be used to better and more swiftly understand a customer heading into a meeting, their business goals, financials, and recent announcements. That said, sales is fundamentally about buying you, the person, and changing hearts and minds. I don’t see AI changing that anytime soon. Before you even make your product pitch, you need to pitch yourself creatively as someone clients genuinely want to spend time with. It’s why personal branding is so vital. At their core, the best people in sales are the best in customer service, and they separate themselves by swimming against the current. If everyone’s using the same AI-generated blurb, it all becomes noise. Creativity and leading with your head and heart become essential to build genuine, long-lasting relationships; something AI can’t replicate. Creativity in sales is about building great rapport, finding unique ways to show gratitude, and demonstrating you care, whether through a custom-made solution or using old-school methodologies like sending a branded onesie to a client who is having a baby. Dan's rescue cockapoo, Bacon ## What inspiring learning resources do you recommend others check out? - Setting the Table,” by Danny Meyer, speaks to the power of hospitality in business. While the book is focused on the restaurant industry, its lessons are universal. - “Unreasonable Hospitality,” by Will Guidara, offers insight on how knowing a customer so intimately and creating a never-before-done “Dreamweaver”-type experience can help create lifetime memories and loyalty. ## What do you want others looking to join the large enterprise team to know about your leadership style? I’m constantly thinking about how I can lift myself and others simultaneously. As a lead-by-example leader, I care deeply about learning and development, and up-leveling my team’s skills across EQ and IQ lenses. My priority is to furiously help my team grow, hit our numbers, and challenge them to lean into their potential. Part of making that happen is simply being there for people as humans, taking mentorship seriously, and establishing a sense of community. When you join this team, you’ll see this in action. We’re a team obsessed with the details, where operational rigor is a core part of our culture and empathy isn’t just a value posted on a website. This focus on consistent, high-quality execution, combined with a personal and human approach, is how we each grow and build the trusted partnerships our clients have come to love. Large enterprise team offsite To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Six Years & Counting: How One Piece of Taboola Swag Influenced Giulliana’s Career Growth in SMB Publisher Sales URL: https://www.taboola.com/taboola-life/smb-publisher-sales-giulliana-pisciolaro/ Last Modified: 2025-08-27 11:05:47 What started with a pair of Taboola pajamas sparked Giulliana Pisciolaro’s 6-year journey to SMB Publisher Sales Team Lead. Here’s her story of growth. We all have unique career stories, and Giulliana Pisciolaro's started with a pair of Taboola pajama swag she received from a friend at a party. Now the SMB Publisher Sales Team Lead based in São Paulo, Giulliana reflects on the six years since that party—the night she decided she wanted to work at Taboola. She shares her insights on growth, finding success through being human, and what she looks for when hiring on the Publisher sales team. ## How has your role evolved since joining Taboola? The Taboola swag from that party was so influential because six years into my experience, all the things my friend described about Taboola–the perks of working with different cultures, the collaborative and kind people, and growth opportunities have all been true to my experience. I started as an individual sales contributor, stepped into a senior manager role, and was promoted to team lead in 2024! With the support of my manager, we worked on an intentional growth plan with short, mid, and long-term goals to develop and refine my skills to best position me to step into a leadership role. Some goals included mastering key competencies like increasing sales, developing global processes with our business operations team, and demonstrating my industry knowledge. I refined my skills in creating new pipelines and negotiating non-standard deals while mentoring new hires, which has been most rewarding. Now, my focus is on supporting team development and ensuring they have what they need to succeed in their roles. Learning from my team and embracing Taboola’s global structure has provided countless opportunities for my growth. Giulliana poses in her own Taboola branded pajamas ## What people or resources have influenced your growth at Taboola? The people at Taboola! I've learned invaluable skills from my peers and our amazing support team, teaching me about tags and customization. I’ve learned so much about open communication and collaboration from working with people across different cultures, including my manager, Arthur, who is based in a different country. HR also supported my personal development by working with me to arrange manager coaching sessions, ensuring a smooth transition into my team lead role. These experiences taught me that growth takes time and starts with dedication and open conversations. LATAM Sales Kick Off 2025 ## How has "being human" influenced your success on the SMB Publisher sales team? Over the past six years, I've seen my impact grow, and it's all thanks to combining strong sales skills with a human touch. I'm proud of how I helped expand our publisher footprint in Brazil, and many of the SMB publishers I brought in have grown into enterprise clients! But honestly, the best part is inspiring my team. I love supporting their unique strengths and helping them become top performers. For me, sales isn't just about closing deals; it's about building authentic relationships, which comes with being human. When clients feel you're accessible, not just a voice on the phone, they connect with you, and it builds trust. The little things, like sending a quick WhatsApp message or sharing a laugh, make all the difference. For instance, one of my first clients and I built such a strong bond that went beyond work. Even after they started their own company, to this day, they still thank me for the support I gave them from the very beginning. That all started with me simply listening, understanding their pain points, and being there to help. That's how you drive performance and build partnerships that last. Visiting NSC Total, one of the most important publishers ## What's one project you've worked on at Taboola that you're proud of? I worked on a market mapping project, which helped our team learn about the types of publishers working with competitors. It was a long-term project that helped our team understand where to focus and how to grow the business in a smarter way (while liberating publishers from competition!) Another one I enjoyed was recording marketing videos during the pandemic. To this day, some publishers tell me they've gotten to learn more about Taboola from watching those videos! With the Taboola London Team after an Outbound Workshop ## What advice do you have for those looking to grow, and what qualities do you look for when hiring for your team? My advice to anyone curious about professional development is to talk to your manager about where you want to go and what skills you need to develop. This creates clarity and helps you focus your energy on what truly matters for that next career step. When I'm hiring, I look for people with that same drive. We're a team of curious, agile thinkers, motivated and eager to learn and grow. Our culture is soft and human; we laugh, work hard, and grow together. We're always mindful of each other's lives outside of work, stepping in to help if someone is overwhelmed and celebrating achievements together. Sales Kick Off 2024 To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Inside Growth Advertising: From IC to Team Lead, Ceci Ruppert Shares Her Top 3 Tips For Growth at Taboola URL: https://www.taboola.com/taboola-life/team-lead-career-growth/ Last Modified: 2025-08-06 13:08:51 Learn how Ceci Ruppert advanced her career at Taboola, moving from individual contributor to team lead – and get her top 3 tips for success in digital marketing and people management. "Success is never a solo effort, and I'm lucky to work with such talented and supportive people at Taboola." Meet Ceci Ruppert, Growth Account Management Team Lead for the DACH market at Taboola, who now leads a talented team of Account Managers who help advertisers across Germany, Austria, and Switzerland expand their reach and achieve their goals.  In just under four years with the company, Ceci has grown from an individual contributor to stepping into a team lead position for the Growth Account Management team. Curious to learn about Ceci's development journey? She's sharing her top three tips that contributed to her development, impact, and influence at Taboola and in the digital marketing space. ## Tip #1: Embrace curiosity I joined Taboola almost four years ago as a Growth Account Manager, and what excited me then (and still does) is how each day is different. At the core, the role is all about driving client success, whether digging into performance data, building strategic recommendations, or identifying growth opportunities. Being inquisitive is a top skill that helped me guide advertisers to crush their goals and spot upsell opportunities to help them scale.  Leading with curiosity and actively taking initiative with clients and internal teams helped me add value and move things forward for clients while moving my career forward. Oktoberfest with our key advertisers ## Tip #2: Strategy and analytical thinking are your best friends Starting as an individual contributor, I immediately focused on building strong strategic thinking and analytics skills. Early on, I identified a gap in how our team approached upsells, so I took the initiative to develop a more structured, data-led methodology, one of my proudest accomplishments. Not only did it streamline the process, but it made it easier for teams to identify and act on growth opportunities. That initiative was adopted across EMEA, increased upsell success rates, and boosted team confidence and client receptiveness. Leading this initiative helped me step up into the Senior Account Manager role.  A year into my senior position, I stepped up again when I was promoted to Team Lead after consistently hitting targets, mentoring others, and demonstrating strategic thinking for clients and the wider team. Being proactive, solutions-focused, and collaborative were key to progressing. Hosting a fireside chat with CEO, Adam Singolda ## Tip #3: Success is never a solo effort When anyone asks me what I like most about my role, I  emphasize that it's the opportunity to actively shape the company's success, knowing it's never a solo effort, but a true partnership with supportive managers and the team. My biggest impact comes from driving the team forward in both performance and personal development, and it's incredibly fulfilling to see our decisions, culture, and strategies drive real change across people and business.  I work closely with each team member, coaching them through tricky client scenarios, refining our internal ways of working, and creating space for them to share ideas and take initiative. My role is about unlocking their potential and keeping us all moving in the right direction together. It also helps working with people who support, challenge, and celebrate each other's wins! Hosting a workshop for a key account in London ## What do you want potential candidates to know about what it's like working on the Growth Advertising Account Management team? Our team thrives on curiosity, ownership, and collaboration. We look for analytical, creative, proactive, and eager people to grow personally and professionally. We're big on feedback, so being open and communicative is key. Working on the Advertising Account Management team comes with autonomy, a chance to influence brands positively, and work with great people who have your back. If you're passionate about digital marketing and want to make a tangible impact, Taboola is a great place to grow your career.  ## How has Taboola impacted your life outside of work? Aside from shaping my professional trajectory, Taboola has been a place where I've been rewarded for taking ownership, which has supported my personal growth. Evolving from an individual contributor to a people leader has taught me invaluable coaching, strategy, and communication skills. Taboola's flexibility has meant I can give my best at work without missing out on everything else that matters to me.  Taboola London Holiday Party To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Leader Spotlight: Jay Sharma on How a Shared Sense of Purpose Leads to Collective Success URL: https://www.taboola.com/taboola-life/leader-spotlight-jay-sharma/ Last Modified: 2025-06-25 07:43:55 Discover how Jay Sharma's purpose-driven leadership helped grow Taboola India, fostering trust, innovation, and a thriving, people-first culture. "Looking back at Taboola India over the past six years, I'm most proud of how we've evolved as a team that works with a shared sense of purpose, driven by empathy, respect, and a collective commitment to Taboola's success." Meet Jay Sharma, Head of Professional Services and a member of Taboola India’s board of directors. I sat down with Jay to learn about his six-year journey at Taboola, discovering it's been about much more than just expanding operations or boosting numbers. It's about his deep belief in individual growth and driving a culture where clarity and a shared vision have led to collective success. How has leading and being a part of Taboola India's growth journey over the past six years shaped your perspective on leadership?  Being a leader at Taboola India has changed how I see leadership, both at work and personally. It's not just about getting results but helping people grow, expanding our reach, and building resilience. My biggest lesson has been empowering the team and giving them room to learn and innovate quickly. Leadership is a long game, demanding foresight, consistency, clarity, and care. Seeing people grow and thrive is what has shaped me most. My perspective is deeply rooted in personal experience. Born with Polio, I've always been self-driven, learning early on that you must operate differently and work incredibly hard to achieve big things. This instilled a constant drive to learn and push boundaries. (I even taught myself to drive when no one else would because of my disability!) This mindset aligns perfectly with my leadership philosophy: 'Enable, don't control.' In our fast-paced environment, lasting success comes from giving people clear goals, context, and trust. My role now is setting direction, clearing obstacles, and creating a safe space where people feel confident to speak up and experiment, which, to me, is what good leadership is all about. HR Shared Services at new office What's one thing you're most proud of during your six years at Taboola? As a leader of the India Professional Services team, I'm proud to say that we seek opportunity, test, learn, and fail fast, and if we can scale, we'll scale! Our global support for sales development, ad operations, and technical support means it's crucial that everyone understands their role and feels their work matters. For example, our team identified a gap with smaller publishers, which led to launching the 'Optimise Sales Engine' pilot. This initiative generated millions in new revenue and saw many small publishers grow into higher tiers, directly boosting advertiser success. Ultimately, people grow when they know what they're working toward and believe they're part of something significant. I'm proud to have seen team members evolve from individual roles into leadership positions, some now directors of major verticals. My goal has always been to create an environment where people feel safe speaking up, sharing honest feedback, taking smart risks, and stretching outside their comfort zones. I've been deeply committed to instilling a mindset and culture that encourages boldness and learning from every outcome. Jay, third from left, with the Centralised Services Leadership team How has your time at Taboola influenced your life outside the office?  Our collaborative culture has taught me to face uncertainty with confidence. I've become much more resilient and focused on solutions in my personal life, whether dealing with setbacks or supporting loved ones. Instead of just reacting to problems, I've learned to pause, think, and find a way forward—a mindset I've definitely brought home. Also, the diverse and supportive people I've worked with here have reminded me of how important empathy and listening are. As a leader, I've learned to understand different viewpoints and communicate with intention. That's carried over into my personal relationships, making me more present, patient, and thoughtful in connecting with others.  Jay, with his wife and two kids What advice would you offer someone thinking about joining Taboola India? Come with a builder's mindset and a bias for action! Taboola is a place where the canvas is often blank, and that's the beauty of it. You won't just be following instructions; you'll be shaping how things work, challenging the status quo, and leaving your mark. If you're naturally curious, driven by impact, and see ambiguity as an opportunity, come to Taboola to realize your potential. Celebrating Holi Jay's key takeaways: - View ambiguity as an opportunity, not a roadblock. - Working together, listening, and building trust is what drives collective success. - Take time to listen, understand different perspectives, and communicate with intent. What fact would surprise people about you? I love to sing old-time Indie Bollywood songs and enjoy making people laugh through my singing.  Jay's six years at Taboola highlight how dedication to purpose and people creates real growth (and not just from a business perspective). He's seen Taboola India expand from a handful of people to nearly 180 today, and by driving a culture where people feel seen, heard, and valued, Taboola India has morphed into an environment where people can take ownership and talented people can truly thrive.  To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Meet The People Behind Realize: Predictive Audiences URL: https://www.taboola.com/taboola-life/predictive-audiences-team/ Last Modified: 2025-06-11 07:05:51 Meet the team behind Taboola’s Predictive Audiences. From childhood dreams to real-world impact, discover the people shaping performance marketing. From childhood dreams to global impact, it's recognition time for the teams behind building and launching Realize and its new Predictive Audiences tool. We asked Taboolars across Product, Engineering, and Product Marketing, "What was your dream job as a kid?"  Their answers? Heartwarming and unexpected. Their jobs today? Inspirational and game-changing, and the impact of their work is increasingly making its mark on advertisers worldwide.  https://www.youtube.com/watch?v=0Pc9v6Yva-Y ## Predictive Audiences: Its Superpower, Explained Before we meet the incredible team behind the magic, let's dive into what exactly Predictive Audiences is and what's got the team so hyped. "We love superheroes at Taboola," Roei Turgeman, Group Director, Product Management shared, with Boaz Shor, Algorithm Engineer, and Allen Chang, R&D Team Lead, adding that if Predictive Audiences had a superpower, it would be "x-ray vision for customer behavior." The Predictive Audiences tool is about leveraging data to connect advertisers with the right people at the right time. Allen explained, "Predictive Audiences leverage historical data to help advertisers identify and reach users with similar interests to their existing customers." A key strength of the powerful tool the team is super proud of? It allows advertisers to move beyond simple demographics and tap into users' intent, predicting their future actions based on their online behavior.  ## Meet The Team While the road to their careers today may have been unexpected for some—from childhood aspirations of journalism, lawyering, and astronomy—the team behind Realize has many reasons to celebrate their accomplishments. Their work has driven users to report strong performance and higher conversions for less spending compared to campaigns run outside of Predictive Audiences, and it's just the beginning. Now, let's meet the team! Meet Allen Chang, R&D Team Lead. With an early childhood dream to work in AI, his passion is now a driving force in his work at Taboola. He leads the R&D team behind Predictive Audiences and builds solutions that empower advertisers to reach their ideal customers. Allen's younger self? "He'd be excited to see what I'm doing because it's always been my dream to build AI products." Boaz Shor, an Algorithm Engineer, took a significantly different route to the tech world. "I initially wanted to be a doctor," he revealed. His pursuit of medicine led him to computational biology, where a love for the "computational" side of things ultimately steered him towards computer science. Today, Boaz plays a crucial role in crafting the algorithms that power Predictive Audiences. "The kid that I was would think this is a part of an amazing science fiction movie. They'd be very excited." Boaz Shor holding his childhood photo Gabi Assif, Product Manager, expressed how his early goal was to be a lawyer for deaf individuals. "I even learned sign language," he added. While his path shifted away from law, today, Gabi has been an integral part of ensuring that tools like Predictive Audiences are intuitive and impactful. When reflecting on his earlier career dreams and recent accomplishments, Gabi humorously added that his younger self would ask, "What's a product manager?" Jonathan Quach, an Algorithm Engineer, shared how, in his earlier years, he was fascinated by astronomy but ended up transitioning to tech after admiring his friend’s coding work, piquing his interest in pursuing a tech career. Today, Jonathan expressed, "It makes me genuinely happy that our users are reporting good performance using Predictive Audiences. They're saving costs, and with every dollar they put in, they're getting more out." Katherine Pickles, Senior Product Marketing Manager, shared, "When I was younger, I wanted to be a journalist or a writer." Today, her knack for crafting compelling narratives and understanding audience needs now translates into her work in product marketing, ensuring that the value of Taboola's products are clearly communicated. Her younger self? Katherine said, "They'd be excited that I'm working on products that show real innovation and drive impact." Katherine Pickles holding her childhood photo For Tom Chin, an Algorithm Engineer, working in tech and building tools that solve real-world problems was always a motivator. Tom shared, "I wouldn't have imagined that someday I could become someone who would develop such large systems serving this number of users globally. I see a real impact on this product because I see the daily real-time metrics." Roei Turgeman, Group Director, Product Management, also took a turn from his early aspirations. "As a kid, I wanted to be a lawyer, but I used to take apart VCRs, so I think, in some way, it was my destiny to build cool products that have an impact," he shared. Now, he's at the forefront of overseeing a team of product managers. Roei's expertise lies in understanding market needs, defining product strategy, ensuring collaboration between product and R&D, and playing a key role in the strategic direction of innovations like Predictive Audiences. R&D & Product celebrate their hard work with the launch of Realize ## A Team Collaboration Like any successful product, Predictive Audiences was a deeply collaborative effort. Katherine shared, "I work in product marketing, so that means that I work very closely with our product teams developing new products, and I work on enabling our advertisers and our sales and account managers to sell those products to their customers." This collaborative spirit extended throughout the development process as Boaz explained, "We have a very good collaboration between R&D and Product. (Product) tells us what they hear from their customers, what their needs are, what they're looking for, and we (R&D) tell them what we can actually do." This partnership, he noted, led to "an amazing experience working together," where both sides helped each other "achieve what we needed to" and "define the product in the best way" for customers.  Roei further highlighted the importance of teamwork, adding, "I'm fortunate to work with a team of skilled product managers and our R&D partners to bring innovative ideas to fruition." This close partnership was echoed by Gabi, who called out the "exceptional" nature of the collaboration and the expertise he gained. Reflecting on the full-cycle experience of working on this product, Tom added, "Being involved from the beginning and seeing the positive impact on our advertisers has been incredibly rewarding." With a joyful smile, Boaz emphasized, "It's safe to say that we're proud of what we accomplished." Jonathan Quach, Algorithm Engineer From those early childhood dreams to building and launching Predictive Audiences under Realize, a performance marketing platform that has a real impact on how advertisers connect with their audiences, it's remarkable and (might we add, heartwarming) to hear the excitement and pride from the team who stands behind it. As Jonathan reminds us, "Technology should ultimately serve people, and I'm proud to be in a job that allows me to get to do that."  To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### How These Expats Found Community at Taboola URL: https://www.taboola.com/taboola-life/expats/ Last Modified: 2025-06-05 16:54:02 Meet the Brazilian Taboolars who found community, support, and strength in each other after relocating to the U.S. to grow their careers at Taboola. One of my favorite parts about being an employer brand manager at Taboola is learning about the very cool people who work here. After admiring the energy of this group for some time, I decided I needed to learn more about their friendships, and so, this is the story of a group of Taboolars who found an unexpected community at work.  Meet Fernanda Sene, Account Director; Juliana Padovani, Senior Publisher Account Manager; Diego Meira, Publisher Sales Manager; Victor Pacheco, Senior Account Director, and Victoria Proença, Team Lead Advertising Account Management, a group that, independent from one another, shifted from Taboola Brazil to Taboola offices across the U.S. From navigating cultural nuances to taking on new career opportunities, this group shared how despite these challenges, they found a supportive community in one another at Taboola. ## How have you harnessed your Brazilian culture as a superpower? For many Latin American cultures, community and connection are key values, and many Taboolars have figured out how to harness their heritages as distinct superpowers. Whether coming together during cafecito (little coffee) gatherings or tapping into their strong work ethic fueled by passion and upbringing, channeling their cultures has many added benefits. Juliana expressed, "Brazilian culture has shaped my creative approach to problem-solving and my ability to connect with colleagues and clients." She went on to share how Taboola has embraced her drawing on her Brazilian roots, which has provided a unique strength in building relationships,  navigating her work, and adapting in diverse environments.  As the group chatted about the cultural shifts between Brazilian life and the U.S., they were all laughs as they bonded over acclimating to new environments, a new market, and differing communication styles. They expressed, "In Brazil, communication with clients felt more immediate and WhatsApp based, whereas, in the U.S., communication is often more formal through email." This theme of navigating a new job with new clients and expectations, even within the "same" company, resonated with everyone and helped each with their transitions. The group poses for a photo at Sales Kick-Off 2025 in NYC ## What did Taboola and the expat community here do to help you feel welcomed? "Relocating was the hardest thing I've ever done in my life, but I had the support of Taboola and never felt like I was on my own," Fernanda shared. Despite the shared company name, the group emphasized that relocating meant a profound professional shift. As they worked on establishing their new lives in the U.S., Fernanda and the others expressed how their managers were "very understanding." Thankfully, Taboola's support system proved invaluable in fostering a sense of community that helped their transition, and this shared experience of being far from home significantly deepened existing relationships.  Juliana and Fernanda pointed out, "When you're outside your comfort zone, you seek connection with those who understand what you're going through." Juliana also highlighted the unique bond formed by finding a community far away from home. Victor further emphasized the relational aspect, noting, "The move allowed us to strengthen existing relationships and form new ones." And even though Victoria is based in Atlanta, she expressed, "If I need anything, this group is there, even from afar. We've all been through similar experiences in some way, so when I visit NYC, I'm so excited to connect with them and talk with them in Portuguese!" Diego added, "Although I don't work directly with the other Brazilians, they have introduced me to other teams and helped me get settled."  (From left to right) Juliana, Victoria, and Diego at Sales Kick-Off 2025 ## How have you leaned on each other through your transitions and day-to-day jobs? Victoria pointed out the hands-on help, expressing, "I'm always pinging Victor and Fernanda about running ads with their publishers," and added that the Atlanta group "embraced me and sat with me to help me understand the market differences, which made for a smooth transition." She also appreciated having friends on the Publisher side to "understand and unblock things" and the comfort of talking "in our native language."  Beyond shared experiences of embracing change, Diego highlighted the big impact this network had on him. "They've helped me see the business in a different way, positively influencing me on my personal and professional decisions and being a resource for my career." "Outside the four walls of Taboola," adjusting to new cultures, foods, and work challenges together has been the catalyst for many to find community even far away from home. In the end, it's the people who make our experiences what they are, and this group is a reminder of the importance of community and connection, a strong thread woven throughout Taboola.  Celebrating Thanksgiving To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### #MyMoment: From Intern to Full-Time SDR: Eduarda Reflects on One Year at Taboola URL: https://www.taboola.com/taboola-life/sdr-career-start/ Last Modified: 2025-05-29 17:05:17 Eduarda Cochrane shares how her Taboola internship sparked personal and career growth, leading to a full-time SDR role in a supportive, inclusive team culture. What if an internship could do more than teach you the ropes and give you a sneak peek into the "real world"? What if it could help you discover your strengths and build your confidence? I sat down with Eduarda Cochrane, Growth Sales Development Representative (SDR) at Taboola São Paulo, who shared her experience from intern to full-time Taboolar. During our conversation, she highlighted how her first year has been more than just career growth; it's been about becoming a confident version of herself in a supportive, encouraging, and welcoming environment. ## What encouraged you to join Taboola? I've always liked to watch YouTube videos, specifically for the ads (and their unique jingles)! The psychology of music in advertising made me decide to study marketing and pursue something in this space. I was applying to a mix of marketing and sales roles when I came across an internship at Taboola, and I quickly learned that Taboola was way more than digital marketing. I was offered an intern position supporting account management with upsell materials. Shortly after joining, I found that Taboola was more than working in the advertising world. It's turned into a place where I've been learning to become a more well-rounded professional from a team that has my best interests, listens, and considers my career goals. Eduarda on day 2 of Latam’s SKO–her second day as a Full Time Taboolar ## How has your team supported your growth since joining Taboola? Taboola really knew the value of me as an intern, allowing me to work on global projects across multiple teams and have one-on-one meetings with senior-level people. This made me open my eyes to feeling like I was more than a small ant at this big corporate company. About a year into my internship, Taboola offered me a full-time position as an SDR. I was learning more about sales, and the team took me in, inviting me to their meetings and teaching me how to pitch to clients. I really like searching for new clients, understanding how to sell, and finding a balance of what the clients need. The transition into this new role has been great timing since I'm currently in school, and one of my courses focused on consumption sciences has taught me a lot about analyzing data to tell a story. This, along with the support of my managers, Daniela Sarpi & Livia Bizinotto, has been really helpful in aligning my goals, and my manager even said to me, "You're going to grow here." She has created such a positive Taboola experience for me. Eduarda’s team celebrates hitting 10 million in revenue goal ## As you reflect on one year, what are you most proud of? I started as a shy intern and then found my way around by talking and being myself, which is always encouraged. In the year I've been here, my manager has helped give me the confidence to project my voice and feel comfortable communicating with different people across the company, regardless of their seniority. Another highlight is that I had no experience in sales before joining, and when a contract was signed, coming from a lead that I generated, it was super exciting, and my team made sure to celebrate that win. Eduarda, right, with the LATAM Growth Team at an end-of-year celebration lunch ## What do you enjoy most about Taboola's culture? Because I'm still in school, I appreciate how Taboola has been flexible with me and has made me feel supported with all my priorities, even ones outside of work. Of course, Taboola wants results, but they don't see you as a robot here. They understand that people have real lives doing things outside of their day jobs. I love coming to the office and feel lucky to work at this amazing place, and I enjoy what I do. Here, I have a team and friends all in one, with people I can count on, even in my personal life. People at Taboola don't judge you, instead, they celebrate your differences and unique qualities. There's space here for you to be you. From intern to full-time SDR, stories like Eduarda's continuously solidify why Taboolars so often echo our culture of community and people. At Taboola, you're not just here to fulfill a job but to learn from others and "add to an already amazing culture by being yourself." Congrats, Eduarda, on a year of learning and growth, and cheers to more great experiences ahead! Eduarda in Machu Picchu, Peru for a mother/daughter trip to celebrate her graduation To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Leader Spotlight: Meet Davin Power, Taboola’s VP, North America URL: https://www.taboola.com/taboola-life/davin-power-spotlight/ Last Modified: 2025-05-14 14:20:30 Read how Davin Power went from marine biology dreams in Australia to leading Taboola's North America sales with storytelling and strategic vision. When you imagine the trajectory of a Regional VP, it's unlikely you picture a childhood dream of scuba diving with dolphins or working for a Hollywood studio. But for Davin Power, that's where it began. From the coastal city of Perth, Australia, with dreams of marine biology and working in film, to working in advertising with global brands and teams in the U.S., I sat down with Davin, who shared his journey and insights into his role today leading Taboola's North America region and large and emerging sales organizations ## What sparked your career path in the advertising industry? At fifteen, I remember going to the library and flipping through a career book. That's when I stumbled across a description of an account executive at an advertising agency. The idea of pitching and selling stories—something I'd always been drawn to (like Hollywood)—stood out to me. Since marine biology didn't quite match my passion for creativity (+no Hollywood business in Perth), I made up my mind right there–I was going to work in advertising. I started working with global brands at ad agencies in Perth, specifically working for a subsidiary of J. Walter Thompson, with Ford as a client. From the beginning, my eyes were set on New York as the center of the advertising universe, and without hesitation, I walked around the corner to see the guy who ran the Ford business and asked, "Do you deal with anyone in New York? He did not, but that eventually led me to Grey Advertising in Sydney, which was headquartered in New York.  I asked only to be put on international clients based in New York and kept raising my hand, asking if I could be relocated there. With some (a lot) of persistence, I, this young whippersnapper, eventually secured a transfer, which began my U.S. career at 24 years old. From then on, I worked with major companies like P&G, Kodak, and American Express, managing large teams and global accounts. Davin & Enterprise team during Investor Day 2025 at Nasdaq ## You’ve emphasized the importance of strong storytelling in business. Why is it so vital? Creative storytelling is crucial for any business, whether in an advertising agency or a tech company like Taboola. At our core, humans have always communicated and connected through stories. This isn't just an art form—it's a powerful business tool that, when done right, becomes a game-changer, offering businesses the ability to engage, influence, and inspire on a deeper level. At Taboola, we're taking this a step further with Realize, our new performance marketing platform. Realize provides a powerful canvas for brands to tell their stories in a way that drives real action. It's not just about reaching the right audience; it's about understanding what resonates with their audience and crafting compelling brand narratives infused with data to produce real engagement and traction for their businesses. Davin takes the stage alongside his younger self at SKO 2025 ## What are you most excited for the team to achieve? With our new vertical structure, I hope to give people greater satisfaction in their day-to-day roles by positioning them as industry experts and empowering them to own their performance. It's an immense feeling to walk into a room knowing that with each client interaction, you’re deepening your insights, industry knowledge, and gaining confidence. Talking about the trends in a specific industry far more deeply than someone who only does a few industry meetings a year will be more impactful for our team and clients.  I'm looking forward to seeing our team's confidence grow and gain that swagger, which will help them raise their own profiles and brand themselves as real thought leaders within their space. For clients, we consistently hear that our white glove customer service is a big differentiator for us. Now, with Realize, and our new vertical structure, the people that our clients already think are great at delivering exceptional customer service are going to be even more satisfied because they'll be working with experts in their industry that can deliver even better results. Davin with the 2025 North America sales club winners ## What career advice would you offer to others in a client-facing role in the ad-tech space? Something everyone can benefit from, but which is particularly a big focus for us, is solution selling, which is another way of saying we're practicing active listening to be the best partners and create a mutually beneficial relationship. I had a boss years ago who taught me that if you want to ask a client or a publisher for something, you're asking for a withdrawal from the bank account of that relationship. I've held onto this and now tell my team that if you need to withdraw from that other person, you've got to put a deposit in the bank first, which comes from building relationships and adding value without necessarily asking for anything in return. ## What fact would surprise people about you? Being a typical Australian, I’m an avid scuba diver and have three surfboards in my Chicago basement that haven’t seen the light of day in years. Throwback photo of Davin, post-surf, at home in Australia ### Davin’s Key Takeaways: - As humans, we all interact through stories. Finding the right narrative is vital. - Practice active listening for effective solution selling. - Be curious, be relentless, and swing for the fences. When I reflect on the course of my career, this passion for creative storytelling is still what drives me. I always had my eye focused on New York, working in a global capacity and with curiosity, being relentless, and aiming big, I made it happen. I remember being petrified when I first landed in New York at JFK; I saw snow falling for the first time and was like, "What's this white stuff?" but at the same time, big dreams were coming true. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and realize your potential with #TaboolaLife. --- ### Acing The Interview: 5 Sales Leader Interview Tips For Growth Advertising Sales at Taboola URL: https://www.taboola.com/taboola-life/sales-interview-tips/ Last Modified: 2025-03-31 12:58:45 Get expert tips from Taboola's sales leaders to ace your Growth advertising sales interview. Learn how to showcase your skills and stand out in hiring. Resume updated–check LinkedIn profile updated–check. Prepping for the interview–psst. (we got you covered.) Interviews can be overwhelming, and having as much insight into an interview process helps you be prepared, confident, and feel more at ease. You've seen the job description, and now, Taboola's sales leaders are sharing key insights into how you can prepare for a successful Growth advertising sales interview at Taboola. ## What does Growth advertising sales look like at Taboola? On the Growth advertising sales team, you'll be the trusted advisor to small and medium-sized brands, helping them drive revenue while shaping the future of online performance marketing. On this team, it's more than a job–you're a performance marketing influencer with the opportunity to help these smaller businesses best utilize their budgets and help them make a living. Pretty cool, right? Members of the U.S. Growth Team at SKO 2025 in NYC ## Interview tips straight from the Growth advertiser sales hiring team - Industry enthusiasm – "Taboola sellers are industry experts, meaning they're always tuned in to what's happening in their verticals and the performance marketing world. What projects related to media or technology have you worked on? What posts or articles about trends in the digital advertising space have you written? Don't shy away from your industry knowledge or showcasing your engagement in the space…we're looking for someone like you!" Daniela Rulkowski-Sarpi, Director, Growth Sales & Account Management. - Showcase your unique self – "Instead of solely relying on resumes, we seek to understand candidates fully. We prioritize personal narratives and transferable skills, creating an environment where genuine connection and unique perspectives are valued in sales and diverse personalities can thrive." Kim Peterson, Team Lead. - Data-driven storytelling – "To help advertisers maximize their marketing budget efficiency, sellers must continuously test new approaches, and leveraging data is essential for guiding these discussions and making informed decisions. How have you used data and analytics to deliver an effective campaign or give an impactful sales pitch? How have you exceeded targets, developed key accounts, and built strong client relationships?" Marcelo Martins, Team Lead. - Handling objections – "A necessary component of any successful sales role, understanding the common objections like budget constraints, tech limitations, concerns about brand safety, etc. will be key. More than being a sales pitch pro, focus on active listening by asking the right questions and tapping into your storytelling abilities. We really want to see how you demonstrate your interest in solving the prospect's challenge to turn them into a client." Robin Estrade, Team Lead. - White glove service – "We're known for going "beyond" – not just with our advertising platform, but with exceptional white-glove service. Building relationships and trust and making clients feel valued are core to our approach. From the first meeting, we aim for transparency and expertise, driven by genuine curiosity in their business and candid recommendations about how we should engage to establish a win-win long-term partnership. We'd love to hear how you ensure every client touchpoint reflects this level of customer-centricity." Kelly Basinger, Team Lead. You're already a performance marketing influencer and a talented seller. Ready to realize your full potential? Learn more about #TaboolaLife and explore our open sales jobs. --- ### Owning Performance: Inside The Taboola North America 2025 Sales Kick-Off URL: https://www.taboola.com/taboola-life/sales-kickoff-2025/ Last Modified: 2025-03-19 13:54:25 Taboola’s 2025 Sales Kick-Off was all about owning performance—celebrating wins, team spirit, and the future of high-performing advertising tech. The recent launch of Realize, Taboola's powerful new performance platform and the electrifying energy of this year's U.S. Sales Kick-Off (SKO) set the stage for an incredible year. As leaders from across the organization took the stage with hysterical skits, humorous outfits, and motivating speeches to rev the team up about wins, growth, and goals, there was one clear, thought-provoking message to our sales team–being empowered to take ownership of their success. The motto for 2025? Performance. We own it. Managing Director Evangeline McDermott reflecting on Publisher team wins ## The Taboola SKO experience Sales Kick-Off, or SKO as Taboolars call it, is an annual three-day conference-style event where Taboolars from across North America sales and supporting sales teams gather in New York to celebrate successes and gear up for the year ahead. This year's theme, 'Performance: We Own It,' was brought to life in a quite memorable way. We wanted to show, not just tell, what 'performance' means at Taboola. So, our incredibly talented marketing and creative teams turned to AI to create unique and humorous AI-generated images of our Taboolars, each embodying the core values that fuel our performance. Trust. Results. Relationships. Speed. Storytelling. Precision. Partnership. Data. Growth. Value. These AI-generated visuals, showcasing our team 'owning' their performance, perfectly complemented our focus on empowering businesses with high-performing advertising technology beyond search and social. Yes, we're that committed to helping businesses create and drive awesome ad solutions, part of the impact one will have in joining the Taboola Sales team. Scott Saperstein, Head of Brand & Agency Development, embracing his AI-generated persona ## How Taboolars own their performance The energy at SKO was electric, and it's a direct reflection of how our team embodies "performance." 2024 was a year of remarkable achievements: sixteen publisher renewals, significant growth in existing partnerships, exciting new brand acquisitions, and well-earned promotions. Taboolars across functions and teams delivered big. But behind every successful metric and accomplishment is a story of human connection. While the purpose of SKO is to reflect on wins and opportunities and create a buzzing excitement for the year ahead, as our VP of Sales Davin Power highlighted, SKO's success was a collective effort, encompassing everything from strategic planning and content creation to IT support and, most importantly, friendship. Throughout the week, Taboolars experienced the kindness and impact of one another, whether that was through offering advice, providing guidance, or showing up in full. At Taboola, "owning" performance isn't just about hitting targets; it's about the collaboration, the support, and the genuine community that make it all possible because we care. This year's SKO was a powerful reminder that our strength lies in our people and the bonds we share, a common sentiment echoed when you ask what makes Taboola a great place to work. Women across Taboola’s NYC & CHI offices pose for a photo ## Celebrating performance – Sales Awards No SKO is complete without a formal celebration. After a year of hard work and incredible growth, Taboolars gathered at the gorgeous Hall des Lumières in lower Manhattan to celebrate our well-deserved sales awards nominees and winners, followed by laughs, connections, and, of course, dancing. A huge round of applause and congratulations to all nominees and winners of the U.S. 2025 Sales Awards and Sales Club. You earned it! ### Enterprise 👏Top Advertising Sales Manager: Jessie Wallace 👏Top Advertising Account Manager: Sara Glick 👏Top Publisher Account Manager: Juliana Padovani 👏Top Publisher Sales Manager: Patrick Bain 👏Rising Star: Austin Golden 👏Strategic Deal Maker: Jordan Kolsky 👏Champion of Innovation: Jacob Portugal 👏Excellence in Team Collaboration: Ming Comey 👏Driver of Culture: Sam Rothberg 👏Trailblazing Team Lead: Stephanie Fazio ### Growth 👏Top Advertising Sales Manager: Malik Ward 👏Top Advertising Account Manager: Stephen Hollinshead 👏Top Publisher SMB Sales or Account Manager: Yotam Cohen 👏Excellence in Cross-Functional Collaboration: SMB Delivery Team 👏Trailblazing Team Lead: Victoria Proença & Nietoe Kelson 👏Rookie of The Year: Nicole Nieto 👏Culture Creator: Nedgie Paul ### Strategic Partnerships 👏Strategic Accounts, Iron Man Award: John Stein 👏Strategic Accounts, Spider Man Award: Justin Kelly 👏Strategic Accounts, Black Widow Award: Fernanda Sene U.S. Sales Club winners gather on stage to celebrate ### Sales Club Winners 👏Remus De Jesus 👏Victoria Proença 👏Kim Peterson 👏Marcelo Martins 👏David Greenman 👏Marcus Blockman 👏Crystal Su 👏Hall Darden 👏Kristin Brunje 👏Sam Rothberg 👏Shannon Lubman 👏Austin Golden  👏Jessie Wallace 👏Logan McKnight 👏Maggie Gentry 👏Madison Herdemian 👏Matt Lidofsky To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and discover your moment with #TaboolaLife. --- ### Confronting Imposter Syndrome and Gender Bias in Tech URL: https://www.taboola.com/taboola-life/overcoming-imposter-syndrome/ Last Modified: 2025-03-12 15:09:26 Learn how imposter syndrome and gender bias impact tech professionals, and take away actionable strategies to foster inclusivity and confidence in the workplace. There you are, sitting in a meeting, and suddenly, a voice in your head whispers, "You're not good enough. You're not an expert like your colleagues. Someone is going to find out you're a fraud." While you feel doubt internally, your skills, experience, and accomplishments objectively prove you've earned your place in that room. This internal conflict is more common than you might think — around 70% of people experience it at least once in their professional careers. Although not considered a psychological condition, the psychological response is very real, inducing ongoing feelings of anxiety and unworthiness, and a need to be perfect alongside an intense fear of failure. Many high-achieving women falsely chalk their successes up to luck rather than acknowledging their own hard work, further embedding a sense of unworthiness. Why? Because of decades of gender bias and stereotypes permeating the workplace. ## The Universality of Imposter Syndrome That said, imposter syndrome doesn't just affect women - anyone can experience it. It's often linked to more significant societal issues like racism, classism, and prejudice. Discussions about imposter syndrome and its effects have become more frequent, but many times, those conversations fail to incorporate all types of discrimination, leaving numerous marginalized groups on the sidelines. While data shows women experience imposter syndrome more frequently and intensely than men, feeling like fraud and dismissing one's own experience with a phrase like, 'If I can do it, anyone can,' is universal. This classic sign of imposter syndrome can come out of the mouths of smart, hard-working younger employees and executives alike; the sense of doubt and inadequacy is the same. There is some good news, though. Organizations can start addressing the situation by openly recognizing it as a cultural issue and establishing gender equality policies such as equal pay and advancement opportunities, as well as focusing on an environment that promotes and accepts different perspectives and behaviors. At Taboola, for example, diversity and inclusion are championed. Our leadership team has set an ambitious goal: to ensure that 45% of all promotions and new hires, including leadership roles, will be women and/or racially diverse by 2025. ## Actionable Steps Organizations Can Take Company culture and meaningful change start at the top. As a Sales Leader in tech and an Executive Coach passionate about women's leadership, I’ve developed a unique perspective. I advise and encourage leaders to openly recognize and speak about their experiences with imposter syndrome because it allows others to feel less isolated and empowers them to address their discomfort without embarrassment or fear. Organizations can also help reduce the conditions that fuel imposter syndrome by creating a more diverse and inclusive workplace. Recognizing and rewarding diverse perspectives, along with highlighting role models beyond traditional success stereotypes, helps people both see and be seen for their unique value and contributions. One way we do this at Taboola is by providing hybrid working with flexible hours, and a generous paid parental leave policy. Another way is by hosting events such as last year’s LeadHer: Navigating Leadership Paths and Inspiring Change in Digital Media and our Women in Leadership Dinner. Both events featured panels of impressive female leaders who shared their advice, candidly answered questions and left audiences feeling inspired and optimistic about their futures. I encourage individuals to reframe their personal narrative, recognize and shift away from using self-deprecating language, and embrace a more positive outlook. I spoke about some of these strategies at “Il tempo delle Donne”, a 3 day festival in Milan organized by the influential newspaper “Corriere della Sera”. Companies can support employees on this journey with mentorship programs and Employee Resource Groups (ERGs). TaboolHER, the official Taboola Women's Collective, for example, was formed with the mission to highlight the value women bring to the workplace, make the company a place where women can grow, and celebrate the contributions of our female Taboolars. ## Tackling Gender Bias Gender bias is another issue women face, especially in tech. In the workplace, this can manifest in substantial ways, from unequal pay to unequal opportunities for advancement. For an objective perspective, I suggest turning to your company’s People or HR data, which can show disparities and a pathway toward rectifying them. Examining data is something we do at Taboola, and it helps us eliminate the unconscious biases everyone has. We also apply this data to our recruitment and talent pipeline, and the results are well worth the extra effort. Companies need to ask themselves hard and challenging questions if, for example, they have a higher rate of promotions in male employees vs female. Our Founder and CEO Adam Singolda says, 'When companies push for diversity, diverse communities consider joining them, multiple voices participate in conversations, better decisions are made based on collaboration — and better, more impactful business decisions overall. You execute better, and we all win.' ## Gender Bias and AI: Friend or Foe? Artificial intelligence (AI) has quickly become integrated into our workday. While it has immense power to boost efficiency and streamline processes, we must be aware of its potential drawbacks. AI learns from the data we feed it, so if that data reflects human biases, AI systems can inadvertently perpetuate and even amplify them. With the right frameworks and guardrails in place, we can turn AI from a potential problem into a solution that fights discrimination, breaks down barriers, and creates a more equal world. ## A Collective Effort Toward Change Confronting imposter syndrome and gender bias in tech isn’t just an individual challenge—it’s a systemic one. While self-awareness and personal mindset shifts can help, real progress requires organizations to create environments that foster inclusivity, recognize diverse talent, and actively work to break down biases. By implementing equitable policies, encouraging open conversations, and leveraging tools like AI responsibly, we can collectively build workplaces where everyone feels valued, heard, and empowered to succeed. The tech industry thrives on innovation, and the most groundbreaking ideas come from diverse perspectives. By addressing these challenges head-on, we not only uplift individuals but also drive better business outcomes. It’s time to move beyond just acknowledging the issue—to actively being part of the solution. --- ### Taboola Named Best Workplace 2025 by Built In for All US Offices URL: https://www.taboola.com/taboola-life/best-workplace-2025/ Last Modified: 2025-02-27 22:37:56 Taboola is a 2025 Best Workplace winner, recognized by Built In for its culture, growth opportunities, and benefits. See why Taboolars thrive and how you can join the #TaboolaLife. Cue the confetti because Taboola has been named a 2025 best place to work by Built In, receiving recognition across all US offices–from New York to LA,  Boston to Chicago, and Atlanta. With twelve awards granted from coast to coast, Taboola has been recognized for its cultural programs, total rewards, and position as a best company to join for tech professionals. More than award badges and content for social posts–these recognitions are reflections of the everyday experiences of the Taboolars who make the Taboola culture what it is. ## Valuing Growth Growth at Taboola isn’t just about getting a promotion or ticking boxes. It’s about continuously pushing yourself to take risks and stretch beyond what you thought was possible. Here, you’re encouraged to embrace curiosity, share opinions, and raise the bar on your own development, meaning there’s no requirement to follow a cookie-cutter growth path. There’s no “one-size-fits-all” path at Taboola, and everyone’s journey is different–and we celebrate that. Just ask this Taboolar who celebrated his 10-year milestone here. His career path has been anything but ordinary. Celebrating 10+ year Taboolaversaries in LA ## Valuing Curiosity Taboola is built on a culture of curiosity–whether you’re brainstorming with a teammate or challenging yourself to learn something new, every voice is heard and valued here regardless of title or level. We don’t hire check-the-box people, and recognize that innovation happens when stepping outside our comfort zones, exploring alternatives, and approaching challenges from different angles. This Taboolar shares his impact story working on Taboola’s R&D team. Team outing in ATL ## Valuing Well-Being Taboola’s environment of trust and transparency allows Taboolars to collaborate and push boundaries while doing great work. Our hybrid work model and benefits package support employees in bringing their best, bold selves to work, as well as a positive life balance outside of work. From comprehensive health coverage to retirement savings plans, Taboolars are provided with the tools and resources they need to feel supported, both in their professional and personal lives. - Flexible work schedule: Our hybrid-work schedule includes 3 days in office, weekly. - Health benefits: From access to mental health support and wellness programs to retirement savings plans, a wide range of competitive coverage is offered to full-time employees. - Parental Leave - Flexible Time Off - 401k Match - Daily in-office catered breakfast - Daily in-office Grubhub lunch credit Manicure wellness event in NYC Being named one of Built In's Best Workplaces for 2025 is a great recognition not just for our employer brand, but for a sense of pride for our Taboolars. We’re committed to keeping the momentum going by continuing to foster a workplace where people can truly thrive—whether that’s through growing and shaping your career, being a part of meaningful collaboration, or embracing our culture of curiosity. If you’re looking for a company that values your contributions, invests in your development, and supports your well-being, consider #TaboolaLife. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life Blog.  Visit our careers page and discover your moment with #TaboolaLife. --- ### #MyMoment: How Ari Del Rosario Shifted His Career From Education To Sales at Taboola URL: https://www.taboola.com/taboola-life/switching-careers-success/ Last Modified: 2025-02-17 17:29:50 Learn how Ari Del Rosario transitioned from a decade in education to a thriving sales career at Taboola. Raise your hand if you’ve ever been rejected from a job application because you “didn’t have enough experience.” (Raises hand to the sky.) Career paths are not always linear, and moving from one career path to a totally different one is not unusual, but without “enough experience” to be considered for that new role, how do you actually gain the experience? I sat down with Ari Del Rosario, Growth Advertising Sales Manager at Taboola, who, over some laughs and shared experiences about career transitions, shared his pivot from ten years teaching in the public education sector to beginning his sales career at Taboola. ## You spent ten years building your career in education. Why the change to sales? It wasn’t until I became a father in 2019 that I had the chance to spend more time with my daughter as a silver lining to the pandemic. It was then that I really started thinking about a career change. My new dad status made me realize how precious the time with my daughter was and how important it was to conserve my energy for my family, especially given the emotional weight that came with working in education that I often carried home with me. It became increasingly important that my job allowed me to be more present at home, so when my second daughter was born in 2022, I knew I needed something that offered more flexibility to be more available for my family. Ari, right, with his wife & two daughters My first move was from public education to becoming the autism and inclusion program director at the YM & YWHA, but it was through a local WhatsApp group for dads that I had organized, where a friend pointed out my networking skills and suggested I try sales. That planted the seed and made me think about how I grew up working in my dad’s bodega, which taught me a lot about connecting with people and building relationships. After some research, I took a six-month sales boot camp to learn the ropes, and shortly after, I landed my current role at Taboola, a company that has offered the flexibility and balance I had been craving. Taboola saw my relatable experience and potential despite not having a ton of traditional sales experience. ## What skills from your education background have you applied to your sales role here? There are so many skills I find myself using from my education days that I now apply in my sales role at Taboola. As a teacher, I always had to prep for my classes, which were a mix of neurodivergent students, and I had to be able to listen to them and assess their needs. Working in sales is quite similar, but instead of students, I’m listening to and assessing the needs of my clients. Having worked with kids from different backgrounds and skill levels and with varying needs, I’ve learned there is no standardized approach to any interaction. The personalization I had to apply to teaching was key–just like working in sales. Teaching in NYC ## How has Taboola supported your career transition & development? After one year in my role as Sales Development Rep (SDR), I’m proud to share my recent promotion to Sales Manager! When I first started at Taboola, I remember hearing our CEO, Adam, say how this is a company that hires people, not resumes. He talked about how everyone’s unique experiences contribute to our culture, and how many of our senior leaders didn’t take a traditional route to get to where they are. That’s been my experience. My experience here has been an evolution of learning and momentum. I've been fortunate to receive immense support, guidance, and validation from my coworkers for the work I’ve done. With this promotion, I can already see how the interpersonal communication and problem-solving skills I developed in my education career will become even more valuable as I continue to grow and contribute here. Ari, right, with growth sales colleagues ## What advice would you give to someone else considering making a career transition? You are not defined by the lines on your resume! You bring a lot more to the table than you probably realize–experiences as a human being, your goals, your aspirations, and, of course, your professional experiences. If you’ve been thinking about making a change, it’s worth going for it and seeing where it goes. Ari’s story is a great reminder that career paths don’t always follow a straight line and that the skills you already have from former positions can be just as valuable—if not more—than specific experience. If you’re thinking about switching careers, Ari’s advice is simple: trust your instincts, take the leap, and stay open to what might come next–achieving professional growth, job satisfaction, and experiencing work-life balance all at once is possible. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life Blog. Visit our careers page and discover your moment with #TaboolaLife. --- ### #MyMoment: How Or Cohen-Ofir Became the First to Transition from R&D to Product at Taboola URL: https://www.taboola.com/taboola-life/from-engineer-to-product/ Last Modified: 2025-01-27 18:12:51 Read how Or Cohen-Ofir transitioned from R&D to product management at Taboola, leveraging her technical expertise to bridge engineering and business while inspiring aspiring product managers worldwide. Successful products rely on strong collaboration between R&D and product teams, each with its own focus but needing mutual understanding. So, when this Taboolar shifted from R&D to a product role, she brought with her a unique advantage: a solid technical background helping to connect the dots between engineering and business. Meet Or Cohen-Ofir Product Manager, who shares her story as the first-ever Taboolar to transition from R&D to product at Taboola. ## How did you get started at Taboola? I joined Taboola in 2017 in Tel Aviv after finishing my military service as a backend engineer. At the time, I was still working on my bachelor's degree, but because I had four years of engineering experience, a close friend (a team lead at Taboola) referred me for a role on the User Data team as a Senior Software Engineer. This team handled all aspects of user data—research, targeting, and user privacy laws. I felt fortunate to be part of such an innovative and diverse team, especially since it was mostly women, which was unique in tech. ## How did a hackathon spark your transition from Tel Aviv to LA? After a year in my role, I was offered an opportunity to participate in a global hackathon in LA. I was fascinated to learn that LA and Tel Aviv had separate products and little interaction, so visiting allowed me to share valuable insights from Tel Aviv's R&D. I remember going back to Tel Aviv with tons of new ideas on how we could collaborate, share knowledge, and build products together. After several visits back to LA to work on an R&D project, I got an unexpected opportunity—relocating to the LA office. Despite my initial doubts about LA, I was drawn to the idea of experiencing a new culture. Taboola gave me and my husband the opportunity to experience LA for a month before making the official move. After getting to know the city, we signed the contract, and a few months later, we and our dog were LA residents. (I'm now in love with LA!) Relocation day! Moving from Tel Aviv to LA in 2019 ## How did you transition from R&D to Product? The LA office had no official product team when I first arrived. For years, the engineering team worked on products with cutting-edge technologies, some experimental even, but there was a separation from the core Taboola products from a technical and organizational standpoint. I was fortunate to have the opportunity to contribute to products before officially moving to the product team. As I became more involved in product ideas, I realized I was fascinated by working on the product side. Roei Turgeman, my manager and the Group Director of Product Management, had been a wonderful mentor, and he approached me about joining the product team. While I didn't fully understand what being a product manager entailed at the time, it felt like a natural transition. My background in R&D gave me strong technical knowledge, but product management involved a broader perspective—focusing on clients, understanding their needs, and shaping the roadmap. ## How did Taboola support you through your career shift and life shift? Taboola played a huge role in my transition, first by ensuring that my manager was based in the same location as me. Roei taught me how to balance the technical side with the business side of things, and though product management required me to shift focus to understanding client needs, I was already familiar with Taboola's technical systems from my R&D experience. The expat community at the LA office also had a significant impact on my experience. LA's work culture, a structured, organized approach to work, and clear boundaries between personal and professional life helped me find time to enjoy personal hobbies like hiking with my husband. These outdoor moments have become essential for recharging, giving me the mental space to think creatively and stay focused in the fast-paced world of product management. Hiking in Zion National Park ## What standout project have you worked on that you’re most proud of? When I first transitioned to the product team, Taboola ensured I spent time with clients, gaining firsthand insight into their pain points. This direct interaction allowed me to build a more strategic product roadmap and propose ambitious projects, like taking the lead on developing a publisher product to address a major advertiser opportunity. The goal was to help publishers enhance their quality and follow their policies by allowing granular control (something that had been on Taboola's radar for a long time but required rewriting complicated legacy systems.) It was a large cross-functional project requiring me to work with people across multiple time zones, and since I came from R&D, I'm less afraid of diving into complicated things! Despite some initial resistance, we pushed through, and the project is now in beta. ## What do you enjoy most about your work? The most exciting part of my job as a product manager is the ability to create a real impact on advertisers' businesses. Advertisers put so much spend and trust in Taboola, and listening to their feedback, understanding their pain points, and collaborating with cross-functional teams to rally together towards a goal and seeing the impact and reaction of the client are the best parts. It’s also exciting to see the growth of the LA product team that I helped hire for. We now have four product managers and two product analysts, each leading core product developments that hugely impact Taboola. Or, front right with Developers celebrating Bulk Operations product launch ## What advice would you offer to aspiring Product Managers? My advice to anyone looking to make a similar transition from R&D to product is to speak up and be proactive. Always stay curious, ask questions, and immerse yourself in the business side of things. I was fortunate to have great mentors like Roei, Ning Ning Yu, and others who listened to my aspirations, gave me the guidance I needed, and pushed me to grow. Whether sharing your interest in product management or discussing ideas, expressing your goals will help you find the right opportunities. Sales Kick Off - 2024 To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and discover your moment with #TaboolaLife. --- ### Meet the Minds Behind Abby - Taboola's GenAI Assistant URL: https://www.taboola.com/taboola-life/abby-genai-team/ Last Modified: 2025-01-23 17:10:53 Discover Abby, Taboola’s AI assistant revolutionizing ad campaigns. Meet the global team behind her, and learn how Abby’s GenAI powers faster, smarter advertising with empathy and innovation. Abby is the latest addition to the Taboola team, and she’s on the road to becoming every advertiser’s favorite go-to resource. We built her with generative AI technology, but she's so much more than just another AI assistant; she will completely transform how you launch and manage your performance marketing campaigns. We've taught Abby everything we've learned over the past decade and given her access to the volumes of advertising data we've collected. Using this knowledge and her advanced GenAI capabilities, Abby can create and modify images, suggest the best CTAs, and create attention-getting copy in seconds. You can learn more about Abby here. We're so proud of the incredible team that created her that we wanted you to meet them, too! Abby's development was truly a global endeavor made up of dozens of Taboolars. The cross-functional team united talent across multiple continents. We spoke to a few of them, including from Israel, Maayan Leshem (Director of Creative Shop & AI Strategist) and Aviv Sinai (EIR Generative AI) who provided strategic vision, while Daniel Weingarten (Product, Abby) drove product development. The Taiwan office contributed critical R&D expertise, with Ning Ning (VP of R&D), Shan Lee (R&D Team Leader), and Jacky Chen (Algorithm Engineer) powering the technical foundation. Rounding out the team from Los Angeles, Maxim Magaziner (R&D Tech Lead) and Stanley Chiu (Data Science Intern) brought additional technical innovation and fresh perspectives to the project. The team's unique blend of cultural and professional insights resulted in an AI assistant that speaks to the needs of global advertisers. Watch the full interview or check out a few of the highlights below. https://www.youtube.com/watch?v=TO_rYkvq09M ## The Journey to Launch The journey to create Abby was not without challenges and learning curves. Jacky pointed out that developing an AI agent is inherently complex, but all advertisers have to do is have a normal conversation with her and let the magic happen. She'll even ask you questions to fill in the blanks so she can build custom media plans based on your marketing objectives and goals. For the team, testing Abby with real clients created some truly memorable moments. Maxim described how he felt when they demonstrated Abby's capabilities: "She suddenly started to answer with real answers, like a real person." Jacky shared his pride when a client expressed appreciation for Abby's empathetic responses: "I was so proud of her at that moment," and Ning Ning beamed with excitement. The team is eager to see Abby's impact on advertiser success and how having a GenAI assistant available 24/7 can help alleviate stress if an issue pops up at midnight. Aviv pointed out that Abby's interactions with clients have been so great that clients have actually opened up when engaging with her. And, Abby is already proving to be an incredible productivity partner for advertisers - campaigns created with Abby go live 75% faster than manually created ones, so results come rushing in. ## A Global Collaboration Working across different time zones and cultures enriched the team's experience. Maayan humorously mentioned the odd hours they had to communicate but acknowledged that this diversity fostered unique perspectives. Shan highlighted the importance of communication: "If we stay communicative... we are able to achieve our goals." While Abby may be ready for prime time, the team isn't slowing down. Maayan wants to make Abby "a full 360-degree account manager," and Daniel sees a future in which advertisers "can sit in the producer's chair and let Abby do all the work." What's clear is that nothing will stop this team from continuing to improve Abby with the ultimate goal of simplifying the ad creation process for everyone. --- ### #MyMoment: Owen Hsieh on Growth from Intern to Software Engineer at Taboola URL: https://www.taboola.com/taboola-life/engineering-at-taboola-taboolalife/ Last Modified: 2025-01-14 19:35:53 🎉😃🎆🥳‼️🌟– Translation: when your internship turns into a full-time offer! Meet Owen Hsieh, a former engineering intern who recently accepted a full-time position at Taboola as a Software Engineer. In a recent conversation with Owen, I learned more about a Taboola engineer's impact on its clients, the tech team environment, and collaboration, and how his transition to his new role has been off to a wonderful start because of Taboola’s work culture. ## First impressions at Taboola After graduating from the University of Southern California in 2023 with a Computer Science degree, Owen began an engineering internship at Taboola, working in a space he always knew he was interested in pursuing.  "From day one, I felt welcomed and supported by my colleagues, which created an atmosphere of collaboration and encouragement." Owen emphasized that his team never throws him into the deep end, allowing him to learn and grow in his role focused on the backend team. The structured approach to his onboarding allowed him to slowly acclimate without feeling overwhelmed. "One thing I truly appreciate is how kind and welcoming everyone is. When I first started, people would initiate conversations with me, and the friendly atmosphere and eagerness to help one another have made a significant difference in my experience." Top Golf Excursion with the R&D Team! ## From engineering intern to full-time engineer "I think it's amazing to see the impact of my work firsthand," Owen shares. "With things moving quickly, I never feel like I'm just going through the motions or doing busy work. Instead, I'm constantly engaged in projects that make a difference." Owen expressed how when beginning his full-time role, he was never given projects that were too far out of scope and that he has been given opportunities to work on things that are great 'stretch' projects. For example, his manager has supported his development by encouraging Owen to work on a new backend service project, which he hadn't done on his own before. He shared how it was a great learning experience having to do something new and coordinating with a different team. Since joining Taboola, Owen has proudly worked on the Taboola Newsroom product, focused on the real-time analytics dashboard, which provides valuable insights for publishers into article performance and user interactions. "I'm particularly excited about the Homepage For You tool, which allows publishers to curate their website's homepage based on individual user preferences. I love how this customization enhances the user experience by showcasing content that truly resonates with each visitor, making it more engaging and relevant. It's rewarding to contribute to a tool that empowers publishers to connect more meaningfully with their audiences!" Lunar New Year Celebration at Lunasia Dimsum House! ## Working with people who care "One important highlight is how Taboola has fostered a fantastic working environment that has significantly contributed to my personal and professional growth." Owen shared that Taboola, being his first "real world" career experience, has given him more confidence to do something new while learning and trusting himself. He stressed how the environment here encourages people to grow together, celebrate successes, and support each other through obstacles. "There's a sense of community that makes me excited to come to work, and it's a reminder of how powerful it is to be a part of a team that genuinely cares about each other's growth and well-being." Although his Taboola journey is still in early stages, Owen expressed how much he's grown because of the great people he's met and approaching situations with an open mind and a commitment to continuous learning. "Taboola's superpower is its trust in people," he shares. "Everyone is empowered with the autonomy to do their work, which fosters a sense of ownership and creativity, enabling us to contribute our best ideas." Owen (Third from left) enjoying Dimsum during Lunar New Year with his team. ## Standout #TaboolaLife moments My conversation with Owen wrapped up with him sharing some of the standout moments he's experienced during his time at Taboola. During AAPI month, he helped organize a catering event that included authentic pho. The experience of collaborating with colleagues from the NYC office and researching local restaurants, helped him feel genuinely valued as a part of the community and team. He expressed, "This experience deepened my connections with the team and allowed me to contribute to a meaningful celebration of diversity within the company." Outside of work, you can find Owen enjoying a gym workout or attending concerts, something he shares keeps him energized and performing his best at work. Those concerts have also been a great conversation starter, as the music exchanges bring a fun dynamic to his work interactions, further fostering that community culture. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog. Visit our careers page and discover your moment. #TaboolaLife --- ### How SOMOS Taboola Harnesses Their Cultures as a Superpower URL: https://www.taboola.com/taboola-life/somos-taboolalife/ Last Modified: 2025-01-14 14:36:19 Ask a Taboolar, "What is Taboola's superpower?" and you'll likely hear the answer, "the people." After a month filled with vibrant and flavorful Hispanic/Latinx Heritage Month (HHM) celebrations, we're reflecting on how this sentiment resonates within the SOMOS Taboola community and how the people of SOMOS make an impact through their heritage. With a core focus on inclusivity and belonging and a shared emphasis on community and connection found in many Latin and Spanish cultures, we celebrate SOMOS and their ability to harness their cultural heritage as a superpower beyond HHM. ## Who is SOMOS Taboola? SOMOS Taboola is an employee-led resource group (ERG) focused on championing the message of diversity, inclusion, and belonging to the Latinx/Hispanic Taboolars and aspiring allies globally. With members across the US, Colombia, Argentina, Brazil, Mexico, and now the UK, SOMOS Taboola is steadily growing with more stories and special cultural nuances to share. ### Carolina Fandiño on cafecito culture as a superpower As within many Spanish and Latin cultures, coffee plays a significant role in bringing people together. Carolina Fandiño, Publisher Sales Director, shares how this special ritual has greatly influenced building client relationships. "In Colombia, it is common to have meetings around cafecito. Clients coming from other countries like Argentina or Chile commonly want to drink a delicious cafecito during a business conversation. It's a helpful way to break the ice." Every quarter, SOMOS Taboola hosts a cafecito (little coffee), highlighting business tips and tricks and the opportunity for members globally to share their cultures. With members from Brazil, Peru, and Colombia to Puerto Rico and beyond, these sessions, inspired by coffee, bring Taboolars from different business areas and heritages together. ### ### Mauricio Mendoza on community as a superpower Mauricio Mendoza, Senior Graphic Designer and Creative Production Lead, shares, "Community and time together are important parts of Colombian culture. I do my best to apply that inclusivity to my creative projects by inviting people from across the organization to participate." In late 2023, Mauricio orchestrated, designed, and directed a global end-of-year initiative, bringing Taboolars together worldwide. The production, a video just under two and a half minutes long, had the core message of people coming together to inspire change, one act of kindness at a time. Beyond its massive success on social media, it was Mauricio's emphasis on inclusivity and creating an impactful in-house production that encouraged people to unify and give back. ### ### Daniela Trujillo Coronado on work ethic as a superpower Daniela Trujillo Coronado, Advertising Account Manager, demonstrates how Taboola encourages boldness and your ability to think beyond your job description here. She emphasizes, "Two things that characterize Latin workers are their hard work and passion. I've prevented clients from churning by really caring about and supporting their business." Beyond her care for clients, Daniela has worked alongside internal partners to create and drive efficiencies for her team. In partnership with product management and the technology team, the group developed a unique benchmarking tool, which uses AI to find great examples of strong-performing ads and titles that account managers can share with their clients. ### ### Daniela Navarrete on cultural connection as a superpower Daniela Navarrete, Publisher Account Manager, discusses the importance of culture and connection and how it bridges the gaps for prospects and clients, making them feel comfortable with partners who understand where they come from. "As we process renewing a (Venezuelan) publisher client, they expressed how having a local team makes them feel more understood because of the similarities between our cultures. Because of this, I can break the formal communication and discuss everyday things between our cultures to build our relationship." Whether sharing a few moments and connecting over coffee or leaning into community and culture to drive a new initiative or strengthen a relationship, SOMOS Taboola proves how everyone's unique cultures are a superpower to harness. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog. Visit our careers page and discover your moment. #TaboolaLife --- ### #MyMoment: Allen Chang's Journey from Data Scientist to Team Lead at Taboola R&D URL: https://www.taboola.com/taboola-life/nlu-leader-allen-chang-taboolalife/ Last Modified: 2025-01-14 14:36:19 A defining moment for me was a conversation with Ning Ning Yu (VP, R&D), where I learned about Taboola’s mission to support publishers and the exciting opportunities to leverage AI in our products.” Meet Allen Chang, R&D Team Lead, who leads comprehensive projects and a team at Taboola’s R&D hub in Taiwan. After beginning his career as a LEAP Fellow and Data Scientist at Taboola LA five years ago, Allen took the opportunity to step into a leadership role and expand his expertise, where he’s gained the experience to apply data science to products, work with large-scale data, and build data science infrastructures that significantly impact Taboola and the publishers they work with. ## Behind the scenes, building Taboola’s NLU solution “When I began working at Taboola, I started the Natural Language Understanding (NLU) solution development, which was an exciting project to take on,” Allen shared. (NLU) is a field of machine learning used to interpret and understand human language.  “At the time, Taboola had been using a third-party solution to collect NLU information, which was costly and did not support many languages. Within my first two years working at Taboola, our team gradually collected data and built in-house systems to replace the third-party solution, saving Taboola a substantial amount of money each year. It also helped us further develop Taboola’s Content Taxonomy (or system) to capture even more granular information and put it to use for commercial intent.” ## From developing NLU solution to leading the team behind them Allen shares that one of his most exciting achievements (so far) has been leading the team responsible for developing Taboola’s NLU solution. Taboola NLU generates diverse content features that serve as the foundation for several essential products, including Topic Insights, Contextual Targeting, Campaign Review, and recommendation systems. “This initiative has significantly impacted the business by enhancing our product offerings and driving more targeted and effective solutions for our clients.” Allen continues, “It’s been a great achievement to gradually lead others on related projects and build company knowledge around NLU. Becoming a team lead to a group focused on maintaining and developing all NLU systems has been a great honor, especially to watch my team members grow from junior engineers to seasoned professionals. I’m particularly proud of witnessing my team members grow and succeed, achieving significant milestones along the way.” ## Applying a growth mindset for self & team development Throughout his time at Taboola, Allen has embraced a growth mindset of continuous learning that has helped him transform the team’s approach to NLU and other initiatives. “The best advice I’ve received is always to prioritize learning and to remain humble and kind,” he shares, which was helpful when encountering occasional challenges. For example, during A/B testing for the Predictive Segment solution, the team faced difficulties due to limited experience with A/B testing infrastructure, which led to a production system disruption, a common challenge for data scientists. Having dealt with similar situations, Allen focused on learning from the incident and improving the process to prevent future issues. He later initiated a study group around the book Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing, significantly expanding the team’s understanding and helping them overcome the obstacles. Additionally, Allen notes that the weekly study group brings the team together to read and discuss insightful books like The Effective Engineer, Clean Architecture, and Computational Advertising. He adds, “These meetings foster continuous learning and keep our team engaged with new concepts that we can infuse into our work.” ## Making an Impact on Taboola Allen goes on to share that “Every six months to a year, we dive into new initiatives besides NLU, such as building developing subscription boosting algorithms, building matching systems for e-commerce products, and creating predictive segments,” which channels team engagement, excitement of new challenges, and the opportunity to help clients increase their effectiveness. From NLUs helping publishers with Topic Insights features in Taboola Newsroom to editors being able to see their traffic on different topics, keywords, and content categories and comparing those to the Taboola network to see the short and long-term trends, “I enjoy knowing that my work directly helps our business.” “As I reflect on the past five years at Taboola, I’m proud of the meaningful work I’ve accomplished and the fact that I’ve been able to share my passions and creativity with the teams I’ve worked with. From having leaders who care to having the incredible opportunity to collaborate with top talents on a variety of projects, each experience has allowed me to deepen my understanding of data science. It’s this type of work and the ongoing potential to innovate and contribute to a mission that truly resonates with me and keeps me excited to continue growing here.” To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog.  Visit our careers page and discover your moment. #TaboolaLife --- ### Katia Guzman's Journey: From Hospitality to Sales Leadership at Taboola URL: https://www.taboola.com/taboola-life/katia-guzman-taboolalife/ Last Modified: 2025-01-14 14:36:19 “Without my team, I have nothing. Without my clients, I have nothing. And a product is nothing without its people, right? So, my biggest secret for success is being empathetic.” Introducing Katia Guzman, Publisher Account Director, SMB, US & LATAM based in NYC, who sat down with CEO Chantel George of Sistas in Sales to chat about the significance of collaboration, applying a culturally diverse mindset to her team, and how her background in hospitality led her to discover excitement in a client-focused career in sales. ## Introduction and Career Trajectory The conversation kicks off by diving into Katia’s diverse career journey, spanning from hospitality management to sports business and now to a prominent role as a publisher account director at Taboola. Katia attributes her success to transferable skills, adaptability, and a focus on people, even stating, “Taboola is my first official sales job, and it’s been a learning curve.” She adds, “The only constant is change, whether you like it or not, so you may as well embrace it with open arms!” Katia’s transitional career journey assures listeners that it is possible to take your past experiences and interests and apply them to something new. ## Transferable Skills and Adaptability Reflecting on her journey, Katia emphasizes the importance of transferable skills acquired from various industries. Her background in hospitality management taught her attention to detail, empathy, and the ability to understand both client and service provider perspectives. “I learned how to stand for hours behind a front desk, sometimes taking night shifts and rolling up my sleeves to carry boxes. This taught me to look at both sides, including the client and being the one behind the desk. It taught me how my actions can make someone’s day, so I learned it’s my choice on how to make that impact.” Transitioning to the sports business, she learned about ambition and the importance of equal opportunity. She notes adaptability is key in navigating different industries and roles and embracing change with humility. ## The Power of Empathy and Service Empathy and a service-oriented mindset are central to Katia’s approach. She emphasizes the significance of understanding and catering to internal and external clients, recognizing that success hinges on relationships and how people feel. Despite encountering challenges, such as sometimes working with difficult clients, she advocates for maintaining positivity and empathy, acknowledging that everyone has their struggles. ## Client-Centric Approach Transitioning to discussing her role at Taboola, Katia shares insights into her strategies for business transformation. She emphasizes the importance of treating every client with equal attention and respect, regardless of size. “My motto is no client is a small client. Everyone deserves the same attention and the same respect. We’re dealing with people’s businesses. We’re dealing with their job. We’re dealing with their success and their income. So, we should treat that as the most important thing.” Structured segmentation and meticulous tracking of client interactions also enable her team to meet and exceed quotas consistently. Shifting from a reactive to a proactive approach has been instrumental in changing the narrative within the industry. ## Expanding Responsibilities and Embracing Growth For Katia, leadership entails supporting team members' development and ensuring their well-being, happiness, and exposure. With her recent expansion into managing the Latin American business, Katia enthusiastically embraces additional responsibilities and shares, “I want my team to know that what they have to say matters. Their knowledge and contributions are valuable.” Drawing from her Mexican roots, she relishes the opportunity to take on another book of business and work closely with that team to foster business growth. Katia shares the importance of creating exposure for her team locally and globally so they learn how others work, demonstrate to leadership how talented they are, and pay attention to them. With offices across the globe, Katia notes, “All teams have something to share. All clients are different, and if what they are doing is great in one region, we could potentially apply here.” ## Fostering Team Growth Throughout the conversation, Katia’s passion for team building and focus on developing her people is evident. She shares a heartwarming story of mentoring a junior team member who eventually rose to become a senior account manager and describes the person as someone “who just got it.” Like Katia, they were originally from a different country and perhaps struggled a bit with a language barrier. However, through structured guidance, collaborative problem-solving, and spending dedicated time working through communication approaches for clients, the individual flourished, showcasing the power of effective leadership and mentorship. ## Embracing Collaboration In the ever-evolving landscape of sales and business, Katia underscores the importance of collaboration and innovation. Exposure to diverse teams and regions facilitates knowledge sharing and sparks innovation. By leveraging insights from the account management team, she highlights the symbiotic relationship between different departments and the transformative potential of collaborative efforts. ”We as account managers know the clients, what works best and what doesn’t. We have intel on the industry because of our clients, so when our sales team sells to a new client, we often collaborate.” ## Closing Thoughts As the conversation closes, Katia reflects on the importance of empathy, collaboration, and continuous learning in sales. She encourages listeners to embrace change, prioritize relationships, and never underestimate empathy's value in driving success. Listen here for the full video interview, and stay connected with @Taboola and @Sistas in Sales on social media. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog. Visit our careers page and discover your moment. #TaboolaLife --- ### Ning Ning Yu Awarded “Best Tech Manager, North America” by Tech In Motion URL: https://www.taboola.com/taboola-life/best-tech-manager-taboolalife/ Last Modified: 2025-01-14 14:36:20 A big congrats are in order as Ning Ning Yu, VP of R&D at Taboola, has been named the Best Tech Manager in North America by Tech in Motion (Timmy Awards)! Taboola was also awarded the 2024 community choice award for “Best Tech Workplace For Diversity.” As this year's Best Tech Manager winner, Ning Ning was selected as someone who personifies leadership, innovation, and positive influence throughout her team and across Taboola. This award celebrates Ning Ning as a leader in technology and a visionary who goes beyond "the job description" to empower, inspire, and encourage growth in her team. ## Promoting Career Growth Several members of Ning Ning's R&D team, including Tracy Tan, Jun Xu, and Allen Wu, generously shared their sentiments about Ning Ning's leadership and how her approach made her a deserving Timmy's award winner. They emphasized, "As a leader, she believes in her team's abilities even before they do. She provides constant support and encouragement, and her faith in their abilities boosts confidence and pushes them to achieve more than they thought possible." By balancing impactful business solutions with sustainable technology development, Ning Ning helps her team understand their roles within Taboola's broader mission. She emphasizes the importance of continuous learning and rapid adaptation, pushing her team to acquire new skills and challenging them with complex tasks as they advance. She identifies key employees for promotions, ensuring people are recognized for their talent and performance. She also promotes career growth by providing constructive feedback and enforcing that everyone's contributions matter. ## Cultivating a Collaborative Team Culture "Ning Ning fosters an understanding of cultural differences and encourages collaboration across regions, a vital component of our cross-functional team across the US, Tel Aviv, and Taiwan, driving our culture where people feel motivated, empowered, and valued to do their best work." By clearly outlining Taboola's vision and goals, her team can understand how their work contributes to the bigger picture, fostering a sense of purpose and collective drive. Most importantly, Ning Ning ensures her team has a safe space where they can feel comfortable taking risks, sharing ideas freely, and admitting mistakes without fear of repercussions (a notable common experience throughout Taboola.) A large part of her leadership approach and cultivating collaboration is actively promoting diversity of thought, background, experience, and people throughout her team. Embracing different perspectives and ideas is a crucial element in fostering innovation, another reason Ning Ning implements Scrum processes, which encourages collaboration and breaks down silos. With this in mind, people can present their work, learn from each other, and spark new ideas. ## Inspiring Innovation and High Performance "Ning Ning is a visionary with a great sense of product development. She inspires innovation and problem-solving by clearly articulating her vision for long-term strategic solutions on major initiatives. She always focuses on user needs, challenges the status quo, and embraces risk-taking." At the core of Ning Ning's leadership is a strong commitment to innovation. Her vision has driven significant projects, including the Taboola Newsroom product and cutting-edge GenAI products. She often talks with publishers, advertisers, and agencies to understand what users need, and she has a hands-on approach with her team to align efforts with overarching business goals. And, of course, Ning Ning has supported several internal hackathons over the past year to boost creativity, which helps the team pivot ideas into actual products. ## Congrats again, Ning Ning! With over two dozen “best tech manager” finalists, Ning Ning was selected as this year's Tech in Motion winner by a panel of industry-leading judges from various tech sectors and companies like AWS, Etsy, Oracle, and Meta. Ning Ning's award as the Best Tech Manager in North America is a testament to her leadership, a reflection of her talented team, and a great reminder of the significant influence impactful leaders can have on their teams and organizations. Congrats, Ning Ning, on your exciting recognition, and cheers to continued innovation and success at Taboola! ## About Ning Ning Yu Ning Ning leads Taboola's product and R&D efforts in Los Angeles, California. Ning Ning held executive positions at numerous California technology companies and contributed to the sale of four of those firms to Taboola, Salesforce.com, MEI, and Ask.com (IAC). Prior to the merger with Taboola, Ning Ning ran Product/R&D/Operations at Perfect Market, Inc., an Idealab company. Ning Ning previously delivered the next-generation platform to manage physical resources at the market leader, Accruent. Before Accruent, Ning Ning was VP of Engineering at Sendia, a leader in the wireless enterprise application until the successful sale of Sendia to Salesforce.com. Ning Ning also held senior management positions at Vertel (VRTL) and Retix (RETX) and developed one of the first Wireless Data Switches in the US. Ning Ning holds an MSc. in Computer Science from UCLA and now serves on the UCLA Computer Science AAB board. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog. Visit our careers page and discover your moment. #TaboolaLife --- ### How Taboola’s Benefits Empower Working Mothers to Succeed URL: https://www.taboola.com/taboola-life/flexible-work/ Last Modified: 2025-01-14 14:36:20 At Taboola, we are proud to support our working mothers around the globe and create a nurturing environment where they can thrive. We understand motherhood's unique challenges and rewards and believe these women bring invaluable perspectives and strengths to our workplace. That's why we've implemented a range of benefits and policies designed to support them in their roles as both employees and parents. In Thailand, we recently celebrated Mother's Day, known locally as Wan Mae. In honor of this occasion, we interviewed several of our own amazing working mothers to learn about their experiences at Taboola and hear their advice. ## Parental Leave Policies Create The Foundation For Family Becoming a parent is a significant life event. It is a time filled with firsts, excitement, joy, and stress (let's be honest!). Our parental leave policies ensure mothers and all caregivers have ample time to spend with the newest addition to their families and can return to work feeling energized and supported. Taboola offers all primary caregivers: - 26 weeks of paid leave, starting from the child's birth or adoption date. - Return-to-work flexibility: During the first two months, caregivers may work at 80% while still receiving full-time pay. Taboola provides secondary caregivers with paid leave based on their tenure: - First-year employees are given two weeks of paid parental leave. - Second-year employees are given four weeks of paid parental leave. - Employees in their third year or more are given eight weeks of paid parental leave, which can be taken consecutively or in two separate four-week periods. How have these policies worked out for Taboola's parents? Chloe Trolliet, Sales Support Team Lead, loves cuddling with her 3-week-old son Archie and seeing him smile. She deeply appreciates Taboola's maternity leave policy. It has allowed her to bond with her newborn and create unforgettable family memories during these early weeks. Chloe's Best Advice: Embrace the journey of motherhood with the support of a strong network, both at home and at work. Tomoko Jazmines, Head of Growth and mother to one-and-a-half-year-old Rui, echoed Chloe's sentiment. She told us she's thankful for Taboola's supportive parental policies and overall workplace flexibility, which have allowed her to spend quality time engaging in her and her son's favorite activities, like singing, dancing, and swimming. Tomoko's Best Advice: Be flexible and know not everything will go as planned. Make a conscious effort to stay off devices at home and maintain open communication with your partner to stay aligned on family responsibilities. Maddie Turk, Senior Sales Enablement Lead, credits Taboola's maternity leave and work-from-home (WFH) policies as key factors in her decision to continue working. These policies have enabled her to balance professional responsibilities with family life, so she never misses an opportunity to sing and dance to her 1.5-year-old son Leland's favorite songs. Maddie's Best Advice: Be present for your children and ensure your work hours are balanced with quality family time. Use schedules to stay organized and to plan activities that both parents and children can look forward to. ## Prioritizing Balance With Flexible Time Off & Hybrid Work In many locations, Taboola offers unlimited paid time off (PTO) and a hybrid working environment with three days in the office and two days working from home. We trust our employees to take time off to recoup when needed, unwind on family vacations, and then return to work feeling refreshed and ready to take on the next project. Pratana (Pam) Khoongumjorn, HR Director, describes the opportunity to WFH twice weekly as "priceless." Despite the occasional chaos of having her 2-year-old son Preston at home, she cherishes the extra time with him during these precious early years, especially when they head out to the yard to kick a ball around, a favorite activity of theirs. Pratana's Best Advice: Avoid unnecessary stress by embracing "forced prioritization" in your personal and professional life and be mentally prepared for unplanned changes. Dahlia Solski, Director of Publisher Professional Services and mom to 3-year-old Leo and 15-month-old Olivia, treasures the flexibility Taboola provides. Working at her own pace helps her maintain a healthy work-life balance, manage her time effectively, and still have plenty of time to read to her kids and let loose during family dance parties. Dahlia's Best Advice: Embrace the flexibility employers offer and structure your schedules to maximize quality time with your children. ## ERGs Deliver A Community of Support DEI is not just a buzzword at Taboola; it's part of our fabric. Our leadership believes that diversity and collaboration lead to better and more impactful business decisions, so they have set an ambitious goal: by 2025, 45% of all promotions and new hires, including key leadership roles, will be filled by women and/or racially diverse employees. To further support a culture of diversity and inclusion, Taboola has many ERGs. Two of the ERGs that support working mothers are: - TaboolHer: As the official Taboola Women's Collective, this group works to highlight the value women bring to the workplace and to make Taboola a company where women choose to grow by bringing the entire organization together to celebrate the contributions of female Taboolars. - Taboola Families: This group strives to create a community among current and prospective parents while also representing parents' needs and perspectives at Taboola. While priorities are based on members' input, they come together for education, sharing, mentorship, and events. Naomi Kono, Senior Marketing Manager, is a single mom living abroad with her 12-year-old son Joe. When they aren't traveling the world together, Naomi focuses on work (and Joe, of course!). She appreciates Taboola's family-friendly environment, particularly the ability to bring her son to the office, which allows her to share her work life with him and fosters mutual understanding and support within the family. Naomi's Best Advice: Build a strong support network of friends, teachers, nannies, and colleagues. Seek help and support other parents when they need childcare solutions or help tackling different challenges. Taboola is committed to creating a supportive environment that empowers employees to thrive at work and home. The experiences shared by our incredible mothers in Thailand are a testament to our ongoing efforts to foster a culture of flexibility, understanding, and community. --- ### From Neighbors to Colleagues: The Ultimate Employee Referral Chain at Taboola URL: https://www.taboola.com/taboola-life/employee-referral-taboolalife/ Last Modified: 2025-01-14 14:36:20 Can you imagine a world where starting a new job brought you more than a new set of responsibilities and challenging projects but co-workers who became your friends, too? For this trio, it's a sweet reality, all stemming from a chain of employee referrals. Meet Isabel Saltzman, Senior Advertising Sales Planner, Emily Berger, Advertising Sales Manager, and Sara Glick, Senior Advertising Account Manager, who share their story of small-world connections leading to friendships and work partnerships across the Advertiser sales team at Taboola. ## Close relationships in and out of Taboola From acquaintances to living in the same midtown apartment building, Isabel, Emily, and Sara formed a wonderful friendship that has grown over the past few years due partly to those relationships expanding in their professional worlds. Emily shares, "The three of us are not only good friends outside of work, but we can lean on each other and help each other move forward in our roles here because we all work in different parts of the (advertiser) business." With the mutual goal of closing deals and retaining clients, each has a specific focus that supports the other. Sara adds, "When we have the opportunity to work together on the same account, it’s that much more rewarding, collaborative, and fun!" ## What these referrals say about #TaboolaLife In 2023, Taboola's US hires accounted for 39% of employee referrals, on par with the average US employee referral hire count of 30-50%, according to Zippia. To begin the story, Isabel takes us back to the start of the employee referral chain, beginning with Andrew Bellach, Search Ads Business Development Manager, who recently shared his #MyMoment story of his ten-year milestone at Taboola. Isabel shares, "A former Taboola colleague, also referred by Andrew, encouraged me to explore Taboola during my post-college job search. I immediately connected with the company's culture and values, which led her to refer me." After joining Taboola, Isabel later referred Emily and Sara, with the referral tree growing from there. After nearly three years at Taboola, Isabel emphasizes the uniqueness of Taboola's culture, sharing, "Those around me know how passionate I am about my work and the company's values. I feel incredibly fortunate to have grown into my role here, in that I've gotten to explore both my creative and analytical sides through media planning." Sara adds, "I've had an extremely positive experience working here, which has been demonstrated by my own referral track history. (Shout out to Emily Karr and Peter DeLuca!) Taboola truly is a great place to work with an inclusive, hard-working, caring culture that pushes people to be the best versions of themselves." ## An evening of unexpected recognition The story evolves as the women describe an evening out to dinner in the West Village, where Isabel, Emily, and Sara chat about life and work. "We were nearing the end of Q1 and discussing how close we were to achieving our goals," Sara added, "and probably with a lot of enthusiasm." It was then that they were approached by an unexpected visitor at their table who overheard their enthusiastic conversation. Enter Brooke Shields, who joined the women at their table and expressed what "smart, beautiful, career-driven women" they were and "how proud they should be of these traits." Sara noted how Brooke went on to share with the women how they reminded Brooke of her younger daughters and how she hopes one day they are as passionate about their jobs as much as it sounded like the women are about theirs. "We were excited to talk about our teams and what we think our futures look like at Taboola. Brooke could tell through our excitement that we enjoy our jobs and coming into the office. As three strong young women, it was nice to be recognized and viewed as equal to others," Emily explained. ## Women supporting women "I love that we can go to each other for different perspectives," Emily shares. Supporting each other's growth isn't a "check-the-box" experience here, as people genuinely want to help each other succeed. And what can be sweeter than your friends supporting you both in and out of the workplace? "We all believe Taboola is a very inclusive place to work that cares about having equality in the workplace," Emily shares. With the company's commitment to ensuring that 45% of all promotions and new hires, including key leadership roles, are women and/or racially diverse by 2025, Taboola prioritizes creating opportunities to empower and inspire women. Isabel emphasizes, "At Taboola, I've found inspiring female leaders and colleagues at all levels, from managers like Kathryn McGarvey to sellers and account managers. I have felt valued and heard, no matter the situation, big or small." Many people across Taboola express the transparency and access to leadership, which is also seen through TaboolHer, Taboola's Women's collective employee resource group. Women across the organization can get paired up with mentors and gain access to females in leadership positions for professional development support, guidance and industry learning opportunities. "I love the safe space TaboolHer creates for women in the workplace. I walk away feeling inspired, energized, and smarter after meeting with my mentor Evangeline McDermott," Sara notes. Taboola's employee referral chain shows what #TaboolaLife is all about—a place where making real connections helps you grow professionally and where everyone can thrive, no matter who you are. As they progress in their careers together, Isabel, Emily, and Sara's story proves how a supportive, encouraging environment can make a huge difference at work. Their transition from friends to colleagues at Taboola isn't just about referrals—it's about building upon a culture of trust and empowering one another, a story at the heart of the Taboola community. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog. Visit our careers page and discover your moment. #TaboolaLife --- ### #MyMoment: Why This Former Client Became a Sales Manager at Taboola URL: https://www.taboola.com/taboola-life/my-moment-david-prestele-taboolalife/ Last Modified: 2025-10-16 08:47:08 Meet David Prestele, who hits rewind to transport readers back in time to when he was working with Taboola as a client. Fast-forward to today, and David, a Senior Sales Manager of Taboola DACH, shares more about his experience transitioning to Taboola over the last year. ## Life Before Taboola I spent a decade in various marketing roles at Germany's one of the largest insurance company. In 2018, we initiated a new channel using native ads through Taboola. The project thrived, transforming native ads into the premier lead generation program in Europe's insurance sector. At that time, I was an affiliate manager, but I took on this additional task because running native ad campaigns was incredibly enjoyable and allowed for great creativity. The excellent collaboration with the Taboola team had a significant impact. We eagerly anticipated our weekly calls with Taboola, which evolved into a friendship alongside professional support. After ten years at the same company, I sought a new challenge and accepted a position at a renowned agency specializing in native ads and closely collaborating with Taboola. My role involved building relationships with new and existing customers, leading to frequent interactions with the Taboola team and new connections within Taboola. I was consistently impressed by the positive energy and enjoyable interactions with the Taboola team, reflecting their positive corporate culture. After nearly a year, I realized the agency world wasn't for me, so I reconnected with a former Taboola contact from my insurance days. This is when I discovered an opening in the DACH sales team, and everything progressed quickly from there. ## Becoming a Taboolar I am now happy and proud to be part of Taboola. My initial impression was accurate—the work culture, team spirit, and support at Taboola are outstanding. Having been on the client side, I experienced various levels of support from different companies. Taboola's support and attention far surpassed anything else, and since joining Taboola, I can confidently say that we strive to be as close to our customers as possible, ensuring their needs are met and their campaigns succeed. When I joined Taboola DACH, my onboarding involved a thorough process. From comprehensive e-learning and live coaching to invaluable mentorship and Taboola University, I was enabled to connect with new colleagues globally, broadening my network and support system. Our Regional Director for Central Europe, Markus Frank, has created a high-trust environment, something I’ve never had before. His recognition of each individual on the DACH team, his commitment to staying close to the team, and taking the time to recognize and appreciate all the big and small milestones go a long way. The management style at Taboola is the opposite of micromanagement, giving us significant freedom in organizing our time and work. For example, our team, all of whom have children, values flexibility for things like Kindergarten pickups or caring for sick kids, and we support each other in these instances. While we must deliver results, especially in sales, being trusted and having the autonomy to shape our approach is gratifying. ## Applying creativity to sales When I was a bit younger, I would have liked to have been much more extroverted. Sometimes, it affected my self-confidence, and I tended to be a little more reserved. One of my old bosses, whom I hold in high esteem, once said, "David, I talk so much without a filter. Half of what I say is probably for the ton. You are a great listener, and when you speak, it really has meaning." Those words gave me more self-confidence, and today, I apply that feedback to my sales approach as I work with clients to build creative and strategic campaigns to drive their businesses forward. There's a creativity I enjoy about working in sales at Taboola. For example, I have a lot of freedom in preparing customer presentations, in that we advise our customers on campaign strategy and how best to use images and texts. I can also draw on my experience from my own campaigns, which I did in the past, so speaking from that experience has been beneficial. Pulling from my prior experiences and infusing creativity into my outreach, such as how I word my emails, helps make the process fun and impactful. I am not the typical salesperson who can sell everything. But I can now offer a product that I stand behind 100% to new potential customers with complete self-confidence because I have used it successfully myself as a customer, and I know what huge potential native ads have. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. Discover your moment with us! #TaboolaLife --- ### Sistas in Sales: Sade Hatcher's Creative and Authentic Sales Approach URL: https://www.taboola.com/taboola-life/sistas-in-sales-sade-hatcher/ Last Modified: 2025-01-14 14:36:20 “When you have a general interest in the work that you do on a day-to-day basis, you naturally want to seek out new information that drives that excitement. And I think that's exactly what I do.” Introducing Sade Hatcher, Enterprise Advertising Manager based in the UK, who sat down with CEO Chantel George of Sistas in Sales to chat about infusing creativity and authenticity into building relationships in sales and the importance the role of listening and information seeking plays in being an effective seller and client partner. ## Tailoring the Client Approach The conversation opens with Chantel and Sade connecting over their shared love of jazz, and we’ll soon find out how music plays a unique role in Sade’s approach to sales. Sade emphasizes the significance of tailoring the sales approach to individual clients. She underscores the importance of building relationships, understanding client needs, and asking the right questions to establish a true partnership. By delving into discovery questions, Sade expresses how other sales professionals can uncover critical insights to drive campaign success. Sade shares an example of how adaptability once led her to a successful client acquisition. She adds, “I inherited a client some time ago, and while everything looked great on paper, I realized there was a huge misalignment after I actually met with the client.” By actively listening and absorbing information, she aligned Taboola's offerings with the client's objectives, resulting in a tailored solution that met their needs. Sade walks the listeners through the importance of discovery questions, learning about the clients’ key focus metrics, and understanding what success looks like from their perspective. ## How Cultivating Inclusivity Contributes to Taboola's Culture When discussing diversity and inclusion, the host, Chantel, asks Sade about how she contributes to a culture that’s inclusive and respectful of the current culture. Sade emphasizes the power of knowledge sharing and active participation in Taboola's Employee Resource Groups (ERGs). By educating colleagues about cultural celebrations and historical events through her involvement with ERG, Taboola InCulture, Sade fosters an inclusive environment that values diversity, knowledge sharing, and respect. “Being that person that’s able to communicate and share key insights into a celebration or the history of the topic is an important ingredient to build on the inclusive environment amongst the team.” ## Staying Ahead of The Curve As the conversation shifts from company culture to being a strategic client partner, Sade sheds light on her approach to staying updated with industry trends and technological advancements to better support clients and drive and create successful campaigns for them. By maintaining a genuine interest in her work and actively seeking out new information, she ensures that she brings value to client conversations. “It could be anything from browsing LinkedIn, joining forums, or going to events and talking to people.” “Taboola has a lot of internal product updates, and really understanding the backend of why these products are being developed and their impact helps build a 360 approach to how you deliver yourself and value to clients.”  ## Infusing Creativity to Personalize Interactions Drawing inspiration from her love for music, Sade shares a creative example of how she approaches client interactions. She shares how her mom was a big fan of singer Sade in the 80s (hence her name), and so she has leaned into that connection by adding her favorite Sade song into her signature when emailing a new prospect or client. “It’s a great conversation starter when meeting new clients and naturally opens up the conversation.” Sade adds, “Having met someone recently on a video call, they said they were a massive Sade fan. We swapped favorite songs, and while on the call, a Sade song came on the radio - there was a level of synchronization!” ## Closing Thoughts Sade ends the interview by emphasizing the importance of creativity and authenticity in sales. She encourages listeners to be true to themselves, as that can help spark a genuine interest in someone else and drive meaningful engagement with clients. Listen here for the full video interview, and stay connected with @Sistas in Sales and @Taboola on social media for the next video featuring other women in sales at Taboola. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. Discover your moment at #TaboolaLife. --- ### #MyMoment: Gali Katz on Blending Tech & Innovation at Taboola URL: https://www.taboola.com/taboola-life/my-moment-gali-katz-taboolalife/ Last Modified: 2025-01-14 19:36:58 Gali Katz's journey at Taboola spans an impressive seven years. During this time, she has progressed from a Senior Software Engineer to an Algorithm Engineer while pursuing a PhD in Cognitive Science and being an active tech mentor within the community. Her role at Taboola is deeply intertwined with cutting-edge technology and innovation, starting with Taboola's Metrics framework, Anomaly Detection service, localization with Large Language Models (LLMs), and Semantic Similarity. To learn more about Gali's blended experiences in tech and innovation, I sat down with her to learn about her accomplishments and how her passion for tech has extended beyond Taboola. ## Gali on her proudest moments at Taboola As a Taboolar, I can confidently say that this ecosystem fosters personal growth. Here, you can develop your career path, participate in many initiatives, and make a difference. Your voice is valued, and everything is managed with great transparency. Reflecting on her reasons for initially joining and growing her career at Taboola, Gali highlights the warm and welcoming environment. "I joined Taboola because of the warm and welcoming people, seeing it as a place where I could be myself and make a difference," she shares. The opportunities for growth in areas like Architecture, Data Science, and Public Speaking have been critical factors in her decision to stay and thrive at Taboola. Gali shares how she embraces unfamiliar technologies and strives to find solutions to problems along the way. She takes great pride in her contributions to building several major pipelines from scratch, including Taboola's Metrics framework, the Taboola Anomaly Detection service, and the Taboola LLMs pipeline. Each of these projects presented her with diverse and challenging tasks, continually pushing the achievable limits. When working on end-to-end projects, she navigated many challenges and resolved issues that emerged, all while collaborating with various teams. Additionally, she greatly emphasizes fostering a sense of ownership and responsibility for her projects, ensuring they are clearly articulated for others to understand. ## How Taboola has empowered Gali’s career development When asked what sets Taboola apart in the industry, Gali emphasizes the company's commitment to empowering its employees. "Taboola's strength lies in empowering those who are proactive and interested," she explains. This supportive culture means that if you identify a potentially valuable path for the company, you will receive the resources and access to the knowledge needed to pursue it. Gali has experienced this firsthand. After five years in the Infrastructure group, she transitioned to the Algorithm department, becoming a Machine Learning Engineer. This shift opened up new opportunities in data science, particularly in Generative AI. It allowed her to pursue her passion and explore new areas such as fine-tuning LLMs, reducing embedding dimensionality, and evaluating the quality of semantic embeddings, further developing her skills. In her words, being part of Taboola means being in an environment that fosters personal growth and values every voice. "As a Taboolar, I can say that this ecosystem fosters personal growth. Here, you can develop your career path, be part of many initiatives, and make a difference," she concludes. ## Making an impact at Taboola and beyond Beyond her technical contributions at Taboola, Gali is deeply involved in mentorship and public speaking. She has participated in the Starship Program with Ben-Gurion University three times, where she mentors undergraduates in developing data science projects and co-authors technical blog posts with them. "I have faith in this program as it introduces students to the industry and expedites their job search. It's my way to do some good," Gali reflects. Gali also enjoys public speaking and has participated in numerous meetups and conferences. She enjoys sharing her knowledge and discussing her projects with a broader audience. This passion for mentorship and knowledge sharing extends to her daily work at Taboola, where she actively mentors, teaches and publishes technical content. Her advice to anyone looking to join Taboola is simple yet profound: dare to take on challenges and pursue your passions. "The best advice I received was to always dare. Choose the path, even if it seems difficult, and set high expectations for yourself," she says. This mindset has been instrumental in her journey and is something she believes can help others succeed as well. Gali's story is a testament to the empowering and inclusive culture at Taboola, where innovation and personal development go hand in hand. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. Discover your moment with us! #TaboolaLife --- ### #MyMoment: Andrew Bellach Celebrates 10 Years at Taboola, Defying Millennial Stats URL: https://www.taboola.com/taboola-life/mymoment-andrew-bellach/ Last Modified: 2025-01-14 14:36:21 Despite a reputation as a job-hopping generation, millennials are also known for their strong work ethic, collaboration, open-mindedness, and adaptability to change in the workplace. With "Millennial workers staying in a job for an average of 2 years and 9 months," according to Forbes, we have to wonder, how does someone stay at one company for longer than the average tenure? As a millennial myself, I sat down with Search Ads Business Development Manager Andrew Bellach, (sometimes known as “Mr. Taboola,) who recently celebrated an exciting 10-year milestone at Taboola and has challenged that millennial statistic. Read on to hear what Andrew had to say about how he reached this major milestone and the reflective moments he’s experienced along the way. ## Q: How has Taboola kept you engaged throughout your tenure here?" Marsh McLennan notes, "Some generations are comfortable becoming adept at only one role. That's not the case for millennials. They feel a strong responsibility toward doing good - and being good at what they do."  A: In my ten years at Taboola, I've had the privilege to explore diverse roles and functions across the company, transitioning every 2-4 years which has certainly kept things interesting. In combination, the culture at Taboola fosters authenticity, allowing me to comfortably bring my fun and lighthearted attitude to work. Because of this, I've been able to prioritize how I bring value to the company, through individual relationships and progression across multiple roles. From Account Management and Product to kickstarting a Search Ads team, each role has come with its own achievements, challenges, travels, and awesome coworkers. Throughout all of my roles here though, Taboola has significantly invested in my professional development through diverse training programs, offsite events, conferences, and more. With the current focus on search advertising within Native, I am appreciative of the chance to cultivate expertise and establish myself as a thought leader in this industry, contributing to Taboola's Search vision and strategy. ## Q: How have you grown and developed professionally during your 10-year career at Taboola? Marsh McLennan adds, "Career opportunities that provide personal and professional education tend to be good fits for millennials. These jobs can include ongoing training seminars, new tasks, or certifications in particular skills - elements that lead to talent development." A: Over the years, I’ve attended various training and coaching programs, been invited to speak at client conferences, and switched teams internally a few times, allowing me to upskill my expertise under each role. When I was promoted from Product Specialist to an Account Director role to oversee a team, Taboola invested in me in more ways than just a professional. An external managerial training team and coach were brought in to provide me with support & perspective. Even before diving into the core of the skills and learnings, they got to know me as a person first asking about my lifestyle, where I wanted to make personal improvements, & helping set me up for success to tackle the bigger work goals. It’s clear Taboola sees its people as more than employees here. While there were times when taking on new roles or managing people felt like a big undertaking, I always had the support and trust of my awesome colleagues. And through the help of managerial coaching, I reached a place of autonomy and confidence in and out of work. ## Q: How does Taboola promote a healthy culture & "work-life balance”? "Whether it's hybrid work setups or customized hours, millennials want more autonomy with their time. They don't want to be confined to a cubicle." - Marsh McLennan. Taboola’s superpower is the culture it’s created. Beyond the opportunities and challenges I've had over the past ten years, Taboola does a great job hiring the right people & culture. As I say to everyone I interview, if you are passionate, motivated, and curious, regardless of whether you have an ad tech background, you will find success and a home at Taboola. Through affiliate conferences, sales clubs, and other Taboola kick-off events, I've been lucky to work with specialized teams and experience those connections in real-time across the US, LATAM, EMEA, and APAC regions. And no matter what office I visit, there’s a vibe and culture that makes the environment easy, comfortable, and fulfilling to work in. Additionally, I've always found that Taboola has been very accommodating regarding work-life balance. Most recently, my position has required partnering with teams globally, and despite the work travel and time zones, Taboola respects my personal needs and applauds autonomy. There's a reason why many Taboolars share their stories and why many have been with Taboola for 5+ years. Through finding purpose, growth, and balance at Taboola, plus working alongside smart and motivated people, I’m excited to keep expanding my career here. Ten years after beginning my Taboola career, I find myself older, wiser, and appreciative of the opportunities that have furthered my overall growth. I'm particularly proud that the work I've gotten to do in this niche and will continue to do here impacts our industry, clients, and the people across the company. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog. Visit our careers page and discover your moment. #TaboolaLife --- ### Flavors of Heritage: Celebrating AAPI Heritage Month Through Culinary Traditions URL: https://www.taboola.com/taboola-life/aapi-heritage-month-taboolalife/ Last Modified: 2025-01-14 14:36:21 Asian American Pacific Islander (AAPI) communities consist of approximately 50 ethnic groups speaking over 100 languages, with connections to Chinese, Indian, Japanese, Filipino, Vietnamese, Korean, Hawaiian, and other Asian and Pacific Islander ancestries. AAPI month in the US is a time to celebrate the rich cultural tapestry, diverse traditions, and significant contributions of AAPI individuals to society. Among the many ways to honor these unique heritages, one of the most delicious and heartfelt is through flavors passed down through generations. From the spicy flavors of Southeast Asia to the delicate nuances of Japanese cuisine, AAPI food traditions offer a glimpse into these communities' vibrant histories and identities and a fun way to invite others to learn about AAPI cultures. During AAPI month at Taboola, our AAPI community organized delicious local lunches for Taboolars to enjoy. From the savory Indian flavors of butter chicken, masala, and naan to flaky spring rolls and delicious Vietnamese pho, there was no leftover food in sight! Besides the joy of sharing these cultural specialties across Taboola, the joy of AAPI food is its ability to tell a sentimental story. Each dish carries with it a piece of history or a reflection of a cultural exchange that has taken place over generations, and our Taboolars have offered us a peek inside their cultures and how food has played a role in their lifestyles, traditions, and experiences today. ## Traditions Old & New Angela Salazar, Philippines - "Every New Year's Eve, my family buys several round-shaped fruits. By eating money-shaped food, it's thought you're setting yourself up for a prosperous new year." Jun Xu, China - "There are many food traditions from my hometown that bring back sweet memories even after living in the States for so many years, but the one I participated in the most is the sticky rice dumpling, called Zongzi in Chinese pronunciation. Although it's well known that Chinese people traditionally eat Zongzi during the Duanwu Festival, in my hometown, we make Zongzi before the Chinese New Year. Though I don't typically cook, I learned how to wrap Zongzi from my mom many years ago. My favorites are always the homemade ones, filled with either soy sauce marinated pork or red bean paste." Allen Wu, Taiwan - "Every Lunar New Year, my relatives come home for a reunion dinner. Over ten dishes are on the table, including fish, braised pork, mustard greens, and hot pot. Each dish has its meaning; fish symbolizes abundance year after year because the word for "fish" sounds like "abundance" in Chinese. Mustard greens are a standard vegetable used in Chinese New Year celebrations. People always have them on Lunar New Year's Eve because they are considered Chang Nian Cai, an ideal symbol of long life. The hot pot symbolizes people gathering around the stove together, representing reunion and the hope of continuing to see each other year after year." Allen Wu with his family during Lunar New Year Connor Borden, Japan - "My family's origins in America start in Hawaii, so it makes sense that Spam Musubi holds a certain amount of significance in my life. I first had it at my grandparents' house during Thanksgiving, and it quickly became one of my favorites. I bring it to almost every event I can, and I think it's a nice bit of symbolism in that it's essentially fusion food, and I am a fusion lad." Kalon Cheung, Taiwan, China - "Our Thanksgiving meals at my cousin's house have always had a mix of Chinese and American food. There would always be traditional dishes like corn casserole and baked yams on the table, with Chinese dishes like sticky rice with sausage. It's a mix of cultures just like we are." Kelly Yang, China - "My mother makes dumplings for Chinese New Year for good luck every year. Traditionally, the dumplings are shaped like ancient Chinese gold, so it's good luck and good fortune to eat some to welcome the new year. I have fond memories of her teaching me to make them with her and of the slightly misshapen ones I made when I was first learning. My dumpling wrapping skills still aren't as good as hers, but I love sitting by the table with my mom and chatting while we fold dumplings to eat with our family." ## Childhood Memories Kristine Gaviola, Philippines - "When my grandpa lived with us in the 90s (we used to call him "Tatay" which means father in Tagalog because that's what our mom called him), he used to make arroz caldo in the winter. It's this delicious rice chicken broth that is SO GOOD, and I miss his cooking very much." Kristine Gaviola’s “Taytay” Andy Lee, Cambodia - "As a child, I loved helping my mom and grandma prep Cambodian beef skewers for parties or park trips. It showed me how much work goes into preparing the food, and they are a staple in our culture." Bruce Yun, Korea - "One of my most cherished childhood memories is watching my mom hand-make kimchi in the kitchen; it always tasted better than anyone else's. Pro tip: Kimchi and Spaghetti…so good!" Owen Hsieh, China - “As a kid, my favorite dish was tomato and egg. I would always ask my mom to make it for dinner. Even when I visited China as a child, I would still ask my mom to order it in the restaurants. To this day, I will make it myself as well. It’s such a simple yet delicious dish.” ## Connection Sahib Singh, India - "Butter Chicken originated from Northern India, where I was born, and every time my mom makes it, it brings me to a special place." Kezhia Sharieff, India - "I began cooking when I moved to the US three years ago, a journey that deepened my appreciation for my homeland and its cuisine. With the help of technology, I've managed to stay connected with my family and learn all the secret traditional recipes while also adapting them based on the ingredients available here. It was through cooking Indian food in the US that I found a way to feel closer to home." Kezhia Sharieff's favorite is Onam Sadhya, a lavish vegetarian meal consisting of 26 to 28 dishes traditionally served on a banana leaf and shared with a large gathering of relatives. Leon Huang, China - "My favorite food memory growing up was wrapping dumplings with my parents. This created a space for quality time while preparing one of my favorite snacks/meals." Elyzia Zhang, China, Malta - "Growing up, I usually made breakfast for myself in the mornings before school. But in high school, my dad noticed I was working especially hard with tests and college applications, so he woke up an hour earlier than I did every weekday to prepare a full-course breakfast with egg drop soup, congee, and other yummy classic dishes. He also made 八宝饭 (eight treasure rice) to celebrate something together. It meant a lot that he wanted to support me, and I miss his cooking very much." Elyzia Zhang’s dad at breakfast Christine Tayaba, Philippines - "Pancit holds profound significance for me within my AAPI identity, serving as a cherished link to my cultural heritage and family traditions. This noodle dish, adorned with an array of vegetables and meats, transcends its culinary role to embody the spirit of celebration and unity. Pancit is traditionally shared in family gatherings and festive occasions, symbolizing wishes for longevity and prosperity. Having pancit at the dining table evokes memories of lively gatherings with loved ones, where laughter flowed freely, karaoke was sung, and stories were shared." As AAPI Month comes to a close, may we continue to honor these rich cultures, culinary traditions, and memories throughout all days of the year. A huge thank you to all the AAPI Taboolars who opened up about their cultures, traditions, and stories and to those who continuously create space for our AAPI Taboolars to share their experiences and welcome us into their vibrant cultures. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. Discover your moment with us! #TaboolaLife --- ### #MyMoment: Ploy Hassan’s Reflections on Six Years at Taboola URL: https://www.taboola.com/taboola-life/my-moment-ploy-hassan-taboolalife/ Last Modified: 2025-01-14 14:36:21 Over nearly six years at Taboola, I've worn several hats - starting as an SMB Publisher Account Manager within the SEA Enterprise, then progressing to an SMB Publisher Account Director, and now proudly serving as the SMB Publisher Sales & Account Management Director. ## Why I continue to grow my career at Taboola  It's the daily collaboration with diverse teams, each interaction a new puzzle piece in our collective success story. I'm most proud of the amazing team we've built - a profitable group with a culture that fosters collaboration and growth. It's the perfect blend of challenges that keep me on my toes, continuous learning opportunities that fuel my growth, and a clear path for advancing my career. Above all, it's the people - my colleagues who inspire me daily to push boundaries and deliver my best work. ## What sets Taboola apart? One thing that sets Taboola apart in the industry is how we approach partnerships with publishers globally. It's not just about revenue; it's about creating products that genuinely empower our partners, aligning perfectly with my belief in building strong, meaningful relationships for sustainable success. Transitioning to Taboola from a different industry was no small feat, but the supportive environment here made it a smooth sail. From comprehensive training programs to a collaborative team ethos, every step was a lesson in growth and adaptability. Taboola also offers opportunities to engage in initiatives like the Women Leading Change campaign, which values diversity and inclusion and helps empower and motivate women in the marketing communications industry. ## What is the most valuable advice you’ve learned as a member of the sales team at Taboola? A nugget of wisdom I've picked up is always bringing data to the table. In our fast-paced world, data-driven decisions are the key to staying ahead and delivering results. For example, when working with Publishers, we always need data to back up our sales pitches and optimization suggestions to clients. It's what keeps us credible and helps us make informed decisions. Additionally, I prioritize using data extensively to manage my team's performance. This allows my team and I to make fair and well-informed decisions to support our collective and personal growth. ## How has Taboola enabled you to live a balanced life outside of work? Taboola's family-oriented approach and flexibility have been a game-changer for me. People here genuinely understand what “work-life” balance means and that it’s not just a perk but a testament to the company’s commitment to employee well-being. My grandmother lived in another country, and my manager granted me the flexibility to work remotely so I could spend time with her before her passing. That time spent together meant the world to me, and having an employer who understands the importance of family is truly priceless. During a difficult time, Taboola supported me and relieved me of feeling stressed or overwhelmed about my job. ## How do you make an impact in your role at Taboola or beyond? In my role, I strive to create an environment where everyone feels valued, challenged, and part of something bigger. It's not just about individual success but about lifting the entire team and driving collective growth. This is achieved through transparency in communication, such as sharing important updates consistently. We set shared goals each week to stay focused and track our progress, allowing us to see how we're doing and where we're headed as a team. We celebrate successes and recognize achievements, which boosts morale and encourages everyone to do their best. Through collaborative projects that benefit the whole team, we’ve strengthened our bonds and worked together to improve our business. ## Why join Taboola?  Taboola's adaptability shines as a superpower. Our teams pivoted seamlessly through challenges like the COVID-19 pandemic, showcasing resilience and unity, qualities I see in our Taboolars daily. The kindness fostered throughout time zones across Taboola goes such a long way, and it’s the understanding that people have here that helps foster such a positive work environment that keeps people like myself here for six years! I owe much of my success to my managers' unwavering support and mentorship, as their belief in my abilities and willingness to push me out of my comfort zone have been instrumental in my journey. For anyone eyeing a role at Taboola, remember—it's not just about the title; it's about empowering your team and driving collective success. So, if you're eager to learn, grow, and partner with intelligent people, Taboola might be the perfect fit. Here's to embracing challenges, celebrating successes, and charting new horizons together! To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### How This Account Manager’s Basketball Coaching Experience Benefits His SMB Clients URL: https://www.taboola.com/taboola-life/my-moment-remus-de-jesus-taboolalife/ Last Modified: 2025-01-14 19:40:33 “Skills and qualifications” is a common category listed in any job description for candidates to determine if they might qualify for a specific job. For an account manager, exceptional communication skills and prior experience in a client-facing capacity are a couple of items that tend to be necessary to transition into another client management role, but what about the “off the resume” experiences that might come in handy when you land that job? Meet Remus de Jesus, Growth Advertising Account Manager based in Atlanta, who shared what it’s like to work as an account manager at Taboola and how his prior experience as a high school basketball coach has become an important tool he uses to support his clients today. Coaching at camp for Nike: ## What similarities do you see between your work as a high school basketball coach and your current role as an account manager in the digital media industry?  There’s a great culture at Taboola, and I love working with small-medium-sized clients on the Growth team. Reflecting on my coaching experience, it was always essential to establish a culture of camaraderie, support, and tradition amongst my team, and joining Taboola felt like a seamless transition from that. As a former coach, it was important to shift my communication based on a teammate’s personality or style, which has come in handy when working with my clients. Being able to understand my player’s challenges, help them improve, and make them feel comfortable and prepared were things I didn’t previously consider as applicable skills for a corporate job, but in reality, in addition to my prior account management experience, my coaching experience has been relevant to the clients I work with now! ## What helped you transition from working on the agency side to the advertising space? When I attended Taboola U, our CEO, Adam, said something like, “The names of the former companies don’t matter as much as the people and the skills they have,” and I always felt like a good example of that. Transitioning from the agency side to the channel side was definitely interesting. I’ve had to become more of an expert on one particular area rather than being a jack of all trades, but our sales operations team does a great job onboarding new Taboolars and helping the overall team refine skills and knowledge throughout their Taboola careers. We also have a great product team that’s always looking for new solutions, and being on the advertising team here, I see firsthand how much of an emphasis there is to help our advertisers. Sales club winners 2023: After about two years at Taboola, I’ve learned so much about different types of businesses, which has been a similar experience to when I coached and needed to study and understand the players, their styles, and behaviors. From brands, affiliates, offer owners, arbitrage, lead generation, and so much in between, before joining Taboola, I didn’t know much about what these words meant. Working with performance marketers, it’s vital to be educated on everything from the product and publisher world to how to set up strong-performing campaigns (just like learning the players.) ## How do you make an impact in your role as a Growth Advertising Account Manager? On the Growth team, I work with small and medium businesses and help people make a living with their hard-earned money. This is different from a company's advertising budget, where if they have a bad quarter, it might mean less money the next cycle. Even though working with these SMB clients adds a little bit of pressure, especially when working with a performance marketer, it’s so rewarding to know the work I put into my clients can significantly impact their small businesses. ## What makes you proud to be a Growth Account Manager at Taboola? When I meet a client in person, and they tell me no other traffic source takes the time to visit or spend in-person time with them, despite how much business they do, I feel really good about how I show up as a partner to them. It’s nice to hear from clients that on other traffic sources they can’t get an email back, but my SLA is the best! Post client QBR at Madison Square Garden: I often hear that reps from other traffic sources are less personal and available than we are at Taboola, so it makes me proud to be a part of this team. Taboola sets high expectations for communications, such as our biweekly Toast meetings and team-building events, which helps us show up like this for clients. Those moments of coming together make me feel valued as a person rather than just another employee number. ## What is the most valuable piece of advice you’ve learned as a member of the sales team at Taboola?  My Team Lead, Nietoe Kelson, encourages our team to let our personalities show in our work. I'm thankful to be able to do that without fear and I’m able to bring out the best in myself in my work. My former coaching experience has also helped me learn to keep myself accountable, communicate effectively, and be comfortable to be coached. As somebody who used to lead and teach, I know the value of taking feedback and ownership. Taboola sales kick off party 2024 ## Sometimes, it’s a misconception that being in sales is not a team effort. How would you respond to that? Taboola's superpower is camaraderie and collaboration! When I was in Las Vegas earlier this year for Affiliate Summit West, I worked with Rhys Conklin, who works with publishers. We collaborated with the client team to educate and encourage them to maximize their efforts on both the advertiser and publisher sides. We had a seamless partnership working with this client despite that being the first time we met in person! Taboola encourages relationship-building with cross-functional teams and everyone plays their part and recognizes their role in making Taboola work. From sales ops and the creative team to the Grubhub delivery people, there’s a ton of appreciation and support for seeing each other succeed. A bit like the center and forward on the basketball court! ## What would you share with someone looking to join Taboola on the Growth team? The most important thing you can do is to showcase your personality and skills. You don’t have to be the loudest and most vibrant person in the room, but find your unique way of showing your personality. Everybody (clients included) appreciates when they can see your genuineness! To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### Sistas in Sales: Shanelle Dunbar Blends Music Passion for Harmony at Work and Home URL: https://www.taboola.com/taboola-life/sales-life-interview-shanelle-dunbar-taboolalife/ Last Modified: 2025-01-14 18:55:55 “We also draw parallels between musical talents and the approach to leadership. There’s an emphasis on harmony, rhythm, collaboration, and achieving those collective goals. So, if everyone plays a different role (like playing instruments with different sounds or goals), you harmonize. When we collaborate and work together towards a bigger goal, we make beautiful Music, our results!" Introducing Shanelle Dunbar, Director, US Account Management, Growth, who sat down with Chantel George, CEO of Sistas in Sales, to chat about sales as a collaborative effort and balancing work and personal life as a dedicated mom of three. ## Empowerment and Collaboration When it comes to success, it’s all about empowering people and encouraging collaboration. As the conversation unfolds, Shanelle stresses the importance of collaboration, with Chanel complimenting her warm energy by adding that, at times, sales can be seen as cutthroat and competitive. By providing resources, support, and autonomy, Shanelle fosters open communication and encourages team members to take ownership of their work. From regular team meetings to brainstorming sessions and one-on-one discussions, she aims to create an environment where everyone's contributions are valued. “I encourage transparency, constructive feedback, and active listening. I like fostering a culture of open communication and collaboration where everyone's contributions are valued.” ## Success at Work and Home Being a girl mom of three while leading a sales team requires serious juggling skills and lots of focus to be an effective leader at work and home. With a college student and two kids in high school, Shanelle strives to set clear boundaries between work and personal life and not bring one into another. She also shares a relatable sentiment with listeners by noting, “My kids are my life, and I don’t want to miss out on anything, but I also don’t want to miss out on the big opportunities at work. I prioritize tasks, delegate when necessary, and set realistic goals.”  Shanelle also reminds listeners not to forget the importance of mental health days—they're a must in this fast-paced world. ## The Role of Music in Leadership Since she began singing sometime around the third grade when she hit the high note from Mariah Carey’s, Someday, Shanelle passionately adds, “Music has always been a part of my life, and I believe it enhances my leadership style and the way our team works together. I find that Music provides a sense of unity and positivity amongst our team.” Shanelle adds that incorporating Music into her leadership style adds a unique touch of creativity and passion to the work environment; whether she’s singing during team meetings or incorporating music-themed questions, it helps create a safe space for people to be themselves and harmonizes team dynamics. ## Collaboration in Action In the ever-evolving world of sales, Shanelle shares how staying ahead of trends leads to successful client engagements, even when faced with industry shifts. By continuously learning and staying informed, she positions her team as industry leaders to build strong relationships with clients and each other. She reveals how the team is implementing a podding system to enhance collaboration and accountability and improve the client experience through their entire Taboola journey, including quicker onboarding and a quick launch. By bringing sales and account managers together to work towards common goals, they can streamline processes, improve customer experiences, and drive better results. “Fostering a culture of open communication and idea sharing within my team is super important, so with this pod system, sales and account managers will come together for a common goal - to get the client activated.” She adds that the benefit of each team working in tandem is account managers coaching sales to understand the backend of the tools and sales training account managers on how to upsell with clients. This holds teams accountable and continues to encourage and drive collaboration. “Collaborative teamwork in sales is essential!” ## Final Thoughts As the interview begins to close, Shannelle encourages those just starting in sales or those new to the ad-tech industry to focus on building relationships, continuously learning, and practicing resilience in the face of rejection. After all, success in sales and life is all about staying present and embracing the journey. To hear Shanelle’s full video interview and other videos featuring women in sales at Taboola, stay connected with @Sistas in Sales and @Taboola on social media. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. Discover your moment at #TaboolaLife. --- ### LeadHer: Navigating Leadership Paths and Inspiring Change in Digital Media URL: https://www.taboola.com/taboola-life/womens-history-month-taboola-panel/ Last Modified: 2025-01-14 14:36:21 In honor of Women's History Month, Taboola hosted LeadHer, an inspiring Women in Leadership panel and dinner, to empower women and ignite a transformative dialogue within the media community. The event brought together four trailblazing women to discuss how they carved their own paths across the advertising ecosystem, and advice to attendees on how to do the same. Taboola's Head of Publisher Account Management, Evangeline McDermott, moderated the event, which featured Ronnie Dickerson Stewart, the Founder of OhHeyCoach and Host of The Career Clinic Podcast, Lynda Clarizio, the Co-Founder and General Partner of The 98, Meg Jones, the Senior Director of Partnerships and Programming at The Female Quotient, and Rebecca Deng, the Commercial Advisor to the CRO at TripleLift. Each leader shared their unique journey, shedding light on the challenges they've faced and the victories won in environments often dominated by traditional leadership models. They imparted wisdom on resilience, mentorship, and the power of authentic self-representation, encouraging the audience to pursue their ambitions with tenacity. Read on to learn some key takeaways and invaluable advice, or watch the video below to hear everything discussed during the event. https://youtu.be/5pKnJdtKEYo ## Mentorship, Networking, and Community Evangeline led the way into the first topic, mentorship and networking, noting that it always comes up during professional and personal development discussions. All of the women underscored the importance and incredible value of having a mentor and building a community. Meg, an admitted early career serial mentee, said she used to think mentorships would lead to promotions and believed they were transactional. However, she now pictures them as community building, which removes the tit-for-tat aspect. Lynda shared that she developed valuable, deep relationships with her mentors during years of working together and encouraged women to "network the hell out of your career," as those relationships, while different, were equally important. Ronnie mentioned she sees those in her community as co-conspirators - people she can turn to for help and support - but she emphasized that to build that kind of relationship, women should embrace vulnerability with each other. Rebecca told the audience that she thinks of her career and personal brand in terms of PIE (performance, influence, and exposure). While performing well is critical, she suggested women also focus on how they can influence decision-making and gain exposure to build their personal brand. She said that thinking about what she could do industry-wide was her "segue way to get around not having that stronger one-on-one mentorship" and that "if you'd like to conspire with people long term, you should build your community just outside of your organization so you can take it with you." ## Create Opportunities by Building Trust Evangeline then shifted the conversation, asking how companies and managers can create allyship and equal opportunities for women. Linda recounted how she initially tried being the smartest girl in the room but learned that wasn't effective because "no matter how smart you were, if you didn't build the trusted relationships, you would just be dismissed as the crazy, smart person in the room." From her experience, women can get ahead and create opportunities by building trust, relationships, and mentorships and not being afraid to speak up when they have ideas or want something like a promotion. ## Be Clear About Value Exchanges An audience member asked the panel how they navigated the mentor-mentee relationship when the mentor was a man, and they wanted to avoid being the subject of office commentary, legacy thinking, and power imbalances. Ronnie suggested that one of the best ways to diffuse an incorrect perception was to be clear about the value exchange and discuss the scope or specific skills you'd like to learn from the person. That approach created a shared language for her and her mentor so others couldn't question the relationship. ## Should I Stay or Should I Go? Another audience member explained that even when grinding through and delivering great work, they often wonder if they should stay at their company or look for other opportunities. Rebecca told the group that she'd never expect her manager to be more invested in her than she is in herself. She acknowledged that it's a tough decision, but "if you're not learning or you're not earning," you should consider leaving. Ronnie shared the framework she uses to make these critical career decisions. She believes every person works for 'You Inc.,' meaning a person's board members and shareholders are those most important to them, so women should ask themselves if the decision will serve their most important stakeholders. Ronnie believes everyone should have their own hierarchy; hers are flexibility, financial stability, driving impact, and a workplace with integrity. If one of those is out of line, she considers whether to stay or go. ## Diversity and Connecting with People Who Don't Look Like You Someone from the audience asked the panel how they reach out and connect with women who don't look like them or cross the gender line and connect with men. Meg expressed how lucky she has been to work at companies that prioritize diversity, explaining that having friendships and business relationships with diverse people has helped her grow. From her perspective, "If your company is not a place that values diversity and is full of people that just look like you, you should probably think about that and evaluate if that's a place you want to be." Lynda emphasized the importance of reaching out to other women, not "necessarily people that look like you, but to people that share your values." Ronnie pointed out that throughout your career, you should interact with every possible person because everyone has something to offer. She explained that she owns who she is, shows up for people, and is honest and transparent; those traits allow people to connect with her and be vulnerable. She said, "For the folks who may not be in my shoes or I'm not in your shoes, I think empathy is the thread we can all carry with us that makes us better leaders and makes us better partners, colleagues, and friends because we all have a differentiated lived experience." The women shared more advice, anecdotes, and experiences during the panel, so if you haven't already, do yourself a favor and watch the video! --- ### Unlocking Talent Success: Taboola's AI Innovations in Candidate Experience URL: https://www.taboola.com/taboola-life/talent-acquisition-innovation-interview-taboolalife/ Last Modified: 2025-01-14 14:36:22 Taboola’s Brett Underhill, Director of Global Talent Acquisition and Learning and Development, sat down with ERE’s Vice President of Research, Kevin Grossman, to chat about talent acquisition and recruiting innovation. Throughout the conversation, Brett shares an inside look at how Taboola’s global talent acquisition team is leaning into AI and other resources to enhance talent efforts behind the scenes and improve the experience for all candidates considering a career with Taboola as well as to enhance the partnership for Taboola’s interview clients. Here, Brett and Kevin will help unfold how improving recruiting, hiring, and candidate experience efforts impact the business bottom line for the better. ## Priorities in Talent Acquisition Kevin asked Brett about her team's current priorities at Taboola, especially in talent acquisition (TA). Brett highlighted two key initiatives: enhancing the quality of hires by raising the talent bar through updated tools and processes and exploring the potential of generative AI to improve efficiency and productivity. These initiatives align with Taboola's goal of scaling globally while maintaining best-in-class practices and strategies worldwide. ## Quality of hire Brett discussed Taboola's hiring volume and targets, noting a shift from aggressive growth to a more measured approach due to market conditions. The focus is now on backfill hiring, process refinement, and tool optimization. Quality of hire is assessed through key performance indicators such as performance ratings, retention, promotion rates, and sales quota achievements. This ongoing evaluation process adapts as the company evolves and redeploys resources. ## Source of hire & employee referrals Brett discussed Taboola's extensive 18-month study on the quality of hires, which focused on the global tech group, including research and development and sales teams. The study highlighted that employee referrals led to the highest-quality hires, a finding consistent with industry trends. Kevin emphasized the significance of positive candidate experiences in generating referrals, even from rejected candidates. He noted that all individuals, including rejected candidates, can significantly impact referrals. Brett shared that around 20-25% of hires globally come from referrals, with a target of 30%. Moving forward, Taboola plans to assess hiring cohorts every six months using key data measures to ensure ongoing evaluation of talent quality and interviewer performance. This data will provide insights into how well the company assesses talent and maintains hiring standards. ## Leaning into recruitment technology Brett discussed several technology pilots and innovations in talent acquisition at Taboola. These initiatives include: - Automated scheduling: Taboola has embraced automated scheduling to streamline recruitment processes, increasing efficiency and satisfaction for hiring teams and candidates. - Talent management tool: The TA team also piloted automated nurture campaigns to build and engage talent pools, although this initiative faced challenges due to timing and volume considerations. - Generative AI sourcing tool: Taboola is currently evaluating a generative AI sourcing platform that automates candidate sourcing and communication. Initial results show promising improvements in quality and efficiency, especially in tech and sales roles across global regions. Kevin and Brett also discussed the broader adoption of AI in recruiting and its potential impact on efficiency and candidate experience. While less than 20% of companies are actively experimenting with AI, Taboola is leveraging generative AI to ideate and enhance various aspects of talent acquisition while ensuring compliance and human oversight. Overall, Brett highlighted the industry's evolving landscape and the importance of experimentation and innovation, especially in leveraging AI technologies to drive recruiting efficiency and effectiveness. ## Promoting a quality candidate experience Brett discussed key strategies Taboola employs to enhance and promote a quality candidate experience: - Partnership with employer brand team: Taboola collaborates closely with its employment brand team to authentically showcase the company culture and provide insights into what it's like to work at Taboola, addressing candidates' inquiries effectively. - Service-level agreements and transparent feedback: The TA team has established service-level agreements for candidate communication, ensuring timely responses and transparent feedback throughout the hiring process to avoid candidates feeling neglected or encountering communication gaps. - Personalized coaching conversations: Taboola emphasizes turning rejection into coaching opportunities by providing meaningful feedback to candidates about why they may not be moving forward in the hiring process, fostering a positive candidate experience. - Streamlined interview process: Taboola sets a goal of completing the interview process within 30 days, regardless of the outcome, to prevent candidates from feeling ghosted or overlooked and work to provide a positive candidate experience and preserve the company's employer brand reputation. Kevin praised Taboola's efforts, highlighting the importance of timely feedback and communication in candidate experience, and encouraged continuous improvement and adaptation to evolving industry trends. ## Closing thoughts Brett reiterated the importance of embracing generative AI and staying updated with its developments through webinars, round tables, and practical testing. She emphasized the importance of leveraging AI tools effectively to enhance efficiency in recruiting, hiring, retention, talent development, and management, staying ahead of the curve in the evolving talent acquisition landscape. Listen to the full podcast and follow Taboola on LinkedIn to learn more about #TaboolaLife. Considering a career change? Discover your moment with us. --- ### Powering Up People: Taboola U.S. Sales Kick-Off 2024 URL: https://www.taboola.com/taboola-life/sales-kick-off-2024/ Last Modified: 2025-01-14 14:36:22 As a powerful mental and physical stimulant, it’s been proven that clapping our hands has physical benefits, such as improving blood circulation while psychologically activating our energy chakras, engaging our minds and bodies, and providing us a sense of belonging. The 2024 U.S. Taboola sales kick-off (SKO) has come to an end, but Taboolars are still riding the wave of the bountiful clapping and energy throughout the week of events and time spent learning from one another. (And yes, there was lots of clapping!) From publisher and advertiser-centric learning content to refreshing product adaptation and discovery conversations, SKO left the sales org feeling powered up for the future and celebratory of each other’s successes and well-deserved recognitions. With the vision to be the go-to recommendation engine for the open web, we’re reflecting on a record start in 2024, starting with SKO. ## What is Taboola U.S. SKO? Sales Kick-Off, or SKO as Taboolars calls it, is an annual three-day immersive experience where Taboolars from across the U.S. gather at the New York HQ to power up for the year ahead. This year’s theme? Powering up, which meant it was only fitting to channel the fun and playful energy of the video game world and incorporate those elements into the agenda. From strategy, team building, and celebrations of success, the 2024 SKO focused on education, skill refinement, and motivation for the sales and account management teams. In 2024, it’s all about how to power up people, partnerships, and productivity, so this year’s SKO focused on building upon our relationships with customers, leading with products, and bringing our best selves to work every day. ## The Taboola SKO Experience This year, the U.S. SKO took place at our beautiful NYC HQ, which overlooks the iconic Flatiron building and views of Madison Square Park. While the goal of SKO is to provide learning opportunities, refine skills, and inspire motivation, the week wouldn’t have been true to the Taboola culture without one of the most important elements - community. The energy that paraded through the Taboola office was contagious, as people who have worked together from behind screens and across time zones met face-to-face and elevated relationships over beautifully catered meals, intimate breakout sessions, and an unforgettable team-building event. ## Powering Up Relationships SKO at Taboola is anything but consuming an average cup of coffee with your colleagues at the boardroom table. With nearly 200 people in attendance from sales, account management, sales operations, and product marketing, Taboolars completed the week feeling focused and supercharged. This year’s SKO offered over 50 informative sessions, most led by Taboolars across the business. Taboolars enjoyed networking in person with several senior Taboola executives who made themselves visible and accessible throughout the week and even showed some moves on the dance floor at an unforgettable kick-off party. With a significant focus on global strategy for the enterprise and growth organizations, many learnings were geared toward the product roadmap for 2024 and providing the right tools to ensure Taboolars are partnering with clients in the most effective ways for both the advertisers and publishers. Many enjoyed sessions focused on helping publishers monetize and address industry challenges, while others enjoyed roundtable discussions where they got to meet with and learn from people on cross-functional teams. ## Powering Up People Industry learnings, product, strategy, and best practices are all vital takeaways from SKO, but it’s the people who apply them to support our clients and make it a reality. From this SKO, our U.S. Enterprise leadership team was honored to nominate and award several of our talented and well-deserving sales and account managers with special recognition awards. A massive round of applause and congratulations to all nominees and winners of the 2024 U.S. SKO sales awards! 👏Growth Advertiser Sales Manager of The Year: Ryan Blume 👏Growth Advertiser Account Manager of The Year: Sarah Camera 👏Growth SMB Pub/Top Sales Account Manager: Yotam Cohen 👏Growth SMB Pub Top Growth Publisher Team: SMB U.S. 👏Enterprise Publisher Top Account Manager of The Year: Madison Herdemian 👏Enterprise Advertiser Top Sales Manager of The Year: Esther Altomare 👏Enterprise Advertiser Top Account Manager of The Year: Kyle De Avila 👏Enterprise US - The Client Whisperer: Alison Aylward  👏Enterprise US - The Swiss Army Knife: Ming Comey 👏Enterprise US - The Everyday Hero: Karly Sheeran 👏Enterprise US - Rookie of the Year: Yahoo Migration Team - Dan Hahesy, Dan Riva, Maggie Gentry, Meredith Carlson 👏Enterprise US - Leader of the Year: Jessica Witten 👏Strategic Accounts Account Manager of the Year: Fernanda Sene U.S. Sales Club Winners: 👏Alison Aylward  👏Jessie Wallace 👏Sara Glick 👏Samara Sommer 👏Fernanda Sene 👏Jordan Kolsky 👏Remus de Jesus 👏Yolana Posta 👏Will Mac Tavish 👏Ryan Blume 👏Yotam Cohen 👏Marcus Blockman To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog, and visit our careers page. #TaboolaLife --- ### Taboola is Partnering with Sistas In Sales - Meet The Featured Women of Taboola URL: https://www.taboola.com/taboola-life/sistas-in-sales/ Last Modified: 2025-01-14 14:36:22 At Taboola, creating an inclusive workplace for women starts by developing our female-identifying Taboolars and hiring more of them who can offer their diverse experiences and backgrounds. Each year, we continue to see the positive results of inclusive efforts toward our employee development and hiring practices, so we’re particularly excited to announce our newest partnership with Sistas in Sales (SIS). SIS is the first national organization focused on women of color in professional sales careers and includes a global community of over 12,000 members. The SIS community represents a wide range of diverse women in sales with specialties in media, software, finance, IT, education, and technology sales. As part of the partnership, we’re spotlighting three women from the Taboola sales organization who have been recognized by leaders, represent industry excellence, and contribute beyond their roles to driving belonging and inclusion at Taboola. ## Why partner with SIS? Representation matters, and hiring women with different backgrounds and viewpoints is critical to our success. As part of our diversity commitment, we aim to ensure at least 45% of all promotions and new hires, including key leadership roles, will be women and/or racially diverse by 2025. Our Talent Acquisition team and hiring partners continue to focus on recruiting diverse sales talent without relying on the same cookie-cutter methods, and this partnership with SIS is an investment in how we approach finding great talent while engaging some of our Taboolars and giving them a platform to share their experiences. Beyond the perks of marketing our employer brand to a talent pool we may have yet to reach, we're excited about this partnership with SIS because our representation efforts impact our people and others who partner with Taboola. Candidates trust employees' voices, and we have some great ones at Taboola who are eager to open up about their unique and inspiring experiences, backgrounds, and talents. ## Meet the women of Taboola ### Shanelle Dunbar, Director, US Account Management, Growth (ATL) Shanelle Dunbar, Director of the US Account Management Growth Team, consistently exceeds revenue targets, contributing to over 20% YoY growth. With two decades of sales and account management leadership, Shanelle is renowned for her determination, communication skills, and ability to empower others. Her impressive track record includes accolades such as Presidents Club, Eagle Awards, and a Leadership Peak Performer Award, underscoring her exceptional leadership. Through regular team meetings, brainstorming sessions, and personalized discussions, she fosters a culture of camaraderie, autonomy, and collaboration where each individual's contributions are highly valued. Off duty, Shanelle embraces her role as a dedicated mother and soccer mom and often showcases her hidden talent and passion for singing. Shanelle is also a proud member of Taboola's ERG, Taboola Noir, which supports Taboola employees of African descent, where she contributes to the group’s initiatives focusing on celebration, recruitment, outreach, professional development, and networking. ### Katia Guzman, Publisher Account Director, SMB (NYC) With her undergraduate degree in Hospitality Management and a Master's in Sports Business, concentrating on sales and marketing, it's no surprise that Katia Guzman, Publisher Account Director, discovered her passion for client engagement and customer experience. Born in Uzbekistan and raised in Mexico, Katia moved to New York in 2012. After transitioning from her first corporate job in the U.S. as the Associate Director of Executive Programs at The Conference Board, Katia joined Taboola in 2021, bringing over a decade of client engagement experience. She has since transformed the Publisher U.S. SMB business, and as a result, she has embarked on the journey of managing LATAM as part of her BoB. Throughout her time at Taboola, Katia has proudly and passionately promoted and professionally developed her team members. She has watched them be awarded as sales club winners, top account managers, and, most recently, as the 2023 Top Growth Publisher Team at Taboola! Katia also recently became the co-chair of ERG, TaboolaHER, and is excited to celebrate and participate in women's development within and outside of her organization. When she's not strategizing with clients and helping to shape her people, you can find her sculpting, drawing, and spending time with her husband and eight-month-old son. ### Sade Hatcher, Enterprise Advertising Manager (UK) As an Enterprise Advertising Manager, Sade Hatcher leads the UK business for Brands & Agencies at Taboola. Her experience in driving successful campaigns for performance to brand-specific KPIs and her proficient design of various creative funnels have supported hundreds of advertisers across multiple verticals. Named after the famous 80's singer, beyond her work, Sade enjoys her time listening to jazz and soulful house records, as well as sourcing new vinyl for her collection across the London record shops. This drives her passion for both the artistry of sales and the harmony of music; Sade brings a unique blend of creativity and strategic prowess to every endeavor and is also an involved member of Taboola’s ERG, TaboolaInCulture, which supports anyone at Taboola who feels their ethnicity or religion makes them a minority in their environment. To find out what these women had to share about how they weave their authenticity and unique experiences into their professions and collaborate with their teams in a sales environment, follow @Sistas in Sales and @Taboola on social media and be on the lookout for the upcoming video feature. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### The Women Who Shaped Digital Advertising URL: https://www.taboola.com/taboola-life/women-in-advertising/ Last Modified: 2025-01-14 14:36:22 A note from the writer: This piece is dedicated to women across all industries and positions of different levels, creativities, and accomplishments. To the ones who are self-taught and keep asking questions and exploring because they want to master it all. To the women who battle imposter syndrome but keep pushing through and those who jump over hurdles and don't give up because their talents shine too bright to ignore. To those who hit their goals (or surpass them) on their own or with others in their corner and those who are relentlessly themselves on their path to finding happiness in and out of the workplace. To the women of the world, we are smart, tenacious, bold, and impactful. Cheers to us this upcoming International Women's Day and the other 364 days of the year. To celebrate today's expansive digital advertising space, we can't ignore those who helped it get here. While the digital marketing industry is historically skewed towards male figures, it's vital we remember and honor the pivotal roles many females have played in trailblazing the way for the modern digital advertising industry. With International Women's Day approaching, we're scrolling backward to spotlight a few female pioneers of the ad world who have significantly impacted the industry we know today. ## Trailblazing Women in Advertising ### Helen Lansdowne Resor: Creative advertising pioneer The story of women in advertising takes us back to the early 20th century. Known as the best copywriter of her generation, Helen Lansdowne Resor started as a copywriter at J. Walter Thompson Co. in 1908. She wasn't just a pioneer in creative advertising but also a champion for women's rights and an inspiration and mentor to young female writers. Under her leadership, JWT became the first agency to hire female copywriters and create ads specifically targeting women, a groundbreaking move at that time. ### Mary Wells Lawrence: Iconic advertising industry mogul "I think my particular strength is my belief in passion - caring obviously and emotionally about how important what I am selling is." Mary Well Lawrence, the founder of former creative advertising agency Wells Rich Greene, became the first female CEO of a company listed on the New York Stock Exchange. Her innovative approach to advertising, which included creating legendary campaigns for brands like Alka-Seltzer and Ford, left an unforgettable mark on the industry. She was not one to shy away from the emotional connection at the core of the creative spaces, and as an advertiser, marketer, and creative genius, some have known her to be one of the brightest women ever in the advertising industry. ### Susan Wojcicki: The visionary behind digital engagement Source: Pamela Littky for Variety While the story of YouTube's rise is often associated with its acquisition by Google, Susan Wojcicki, the company's former CEO, played a pivotal role in shaping its advertising ecosystem. Under her leadership, YouTube transformed into a dynamic platform for brands and advertisers, capitalizing on the visual appeal of video content. Wojcicki's strategic vision and emphasis on user experience have considerably shifted how advertising businesses engage audiences in the digital age. ### Sheryl Sandberg: Influential tech leader Source: AP As a prominent business executive known for her leadership roles at major tech companies, including Google and Facebook, Sandberg greatly influenced the modern advertising landscape. During her time at Facebook, she played a pivotal role in monetization efforts by overseeing the development of advertising strategies that took Facebook from a social networking platform to a major player in the advertising world. Under her leadership, Facebook introduced data-driven, targeted advertising solutions, popularizing and advancing the concept of social advertising. This innovation has become a defining feature of today's digital marketing landscape. Sanberg is also known for her book "Lean In," which addresses women in the workplace and communicates a broader message of encouraging individuals across various industries to be proactive and assertive in their careers. ### Bozoma Saint John: Powerhouse marketer shaping the direction of the digital world Source: CNBC As a marketing executive at companies like Apple Music, Uber, and Netflix, Bozoma Saint John's culturally resonant campaigns have defined how brands meaningfully connect with diverse audiences. Throughout her career, she has built and repositioned brands, demonstrating the importance of a strong and authentic brand presence in the digital age. Beyond her extraordinary work in marketing, she has also been a vocal advocate for diversity and inclusion in the workplace, an important subject recognized as critical for effective marketing in diverse markets. As a philanthropist, advocate, and speaker, Bozoma Saint John uses her platform to inspire and empower the future generation of leaders. While these women may not have exclusively focused on digital marketing, their contributions have had a broader impact on advertising, technology, and the digital landscape. In a diverse, growing sector like the digital ad industry, more and more women continue contributing to its growth and innovation. As we celebrate and honor these female pioneers, we pull inspiration and motivation to continue fostering a culture of curiosity and creativity for our female digital marketing leaders of tomorrow. Curious to learn more about why we are consistently ranked as a great place to work? Check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### #MyMoment: Raz Vakil's Decade of Growth and Innovation at Taboola URL: https://www.taboola.com/taboola-life/my-moment-raz-vakil/ Last Modified: 2025-01-14 14:36:22 With the ever-changing pace of today's job market, I was eager to learn more about what keeps someone happy, engaged, and inspired throughout a 10-year career. As an Employer Brand Manager, I'm always intrigued to understand people's experience with Taboola, and with lots to share about community and culture, I was excited to sit down with Raz Vakil, Director of R&D, Algorithms, to hear what brought him to Taboola and why he chose to keep innovating here. ## What attracted you to Taboola? I'm Raz Vakil, Director of Machine Learning, and I'm excited to take you on a journey through my 10 years with this incredible company. Navigating through a decade of growth and innovation at Taboola has been nothing short of extraordinary. From my early days as an individual contributor to my current role as a director, every step has been a testament to the unique blend of people and culture that sets Taboola apart. Choosing Taboola wasn't just a career move but a defining chapter in my professional identity. The positive vibes during the interview process and a warm recommendation from a friend already working here drew me in. The special fusion of our vibrant community and distinctive culture makes Taboola a place where people stay for years. ## Why have you chosen to continue growing at Taboola? At Taboola, our people and culture are the heartbeat of our organization. This dynamic community has been the driving force behind my journey, offering unwavering support through every stage of growth. Starting as an individual contributor, I was promoted to become a team lead and later a group manager. Organic promotions are the norm, evident in the growth of my team, myself, and other team leaders. Beyond the technical challenges, what excites me most, is the opportunity to nurture individual growth and contribute to shaping cutting-edge systems (specifically delving into deep learning for recommendation systems on an immensely high scale) Our unique culture is enriched by the wealth of data Taboola possesses—our lifeblood, so to speak. Few companies can match the vast amount of data at our fingertips. This, coupled with the innovation and expertise of our team, has empowered us to build an award-winning recommendation engine that stays ahead with the latest advancements in deep learning techniques. ## What differentiates Taboola from other companies? Transitioning to Taboola from a similar industry felt like taking a deep breath after a long dive. The refreshing atmosphere, collaborative spirit, and emphasis on growth and innovation continues to provide the perfect environment for me to thrive in my role and positively impact the business. A distinctive aspect that sets Taboola apart is our close relationship with customers. We highly value their feedback, ensuring our product is not just a solution but the perfect fit for their needs. Whether it's a minor feature tweak or a complete system redesign, we're committed to evolving based on our customers' requirements. ## What is the most valuable piece of advice you’ve learned at Taboola? Reflecting on my journey, a valuable lesson I've learned is the power of trust. Trust-by-default is the key to establishing a strong team, and at Taboola, whenever someone seeks assistance, prompt support is readily provided. When one of my employees, Zohar, proposed an idea that deviated from the established plan and its value was unknown at that time, despite some hesitation, we trusted him and his instincts, and supported the initiative. Ultimately, it turned out to be a gold mine, showcasing the power of trust in fostering innovation. This particular experience proved that while confronting significant challenges requires the right partners and toolbox, trusting my colleagues (and them trusting me) has resulted in some great successes! ## What resources have helped you find success in your position? Trust and honest feedback are two of the key resources that help drive my success at Taboola. Both have helped shape my professional development and it’s important to share that transparency, feedback, and communication are deeply engrained in our culture, which has been refreshing as I reflect on how I’ve been able to innovate and grow throughout my career here. As I look back on my 10-year journey, I'm filled with gratitude because of the incredible experiences, challenges I've overcome, and relationships I've been fortunate to build. Here's to many more years of growth, innovation, and shared smiles at Taboola. Cheers! To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### Taboola Noir: Taboola’s Leading ERG on Inspiring Black Success & Community URL: https://www.taboola.com/taboola-life/black-history/ Last Modified: 2025-01-14 14:36:22 Each year, we honor the many accomplishments Black Americans have contributed to our culture and society by celebrating Black History Month. We pull inspiration from their hardships and successes, but who inspires black success and community at Taboola today? Meet Taboola Noir, one of Taboola's employee resource groups (ERG), with the core mission to support employees through celebrating culture and community, diversity recruitment and outreach, and professional development and networking. Throughout the year, members of Taboola Noir host inclusive, educational, and engaging experiences for all employees around the U.S., and while we're excited to honor Black History Month throughout February, we're reflecting on this important ERG and how Taboola Noir inspires throughout the year within Taboola and beyond the workplace. ## Why Taboola Noir? With the mission to support black employees, cultivate black leadership within Taboola, celebrate black culture, and foster a strong pipeline of black candidates, Taboola Noir comprises members of different backgrounds and experiences across the U.S. and is driven by Taboola's very own. Darryle Brown, Team Lead, Advertising Sales - "Being Black in tech, it's easy to feel like one of few when you walk into a new building, but Taboola Noir helped bridge that gap. It's a friendly, honest, and welcoming community that allows me to be me, in and outside the office. Taboola Noir has helped my confidence, growth, and future. It’s truly a blessing in disguise being a part of this group." Nietoe Kelson, Team Lead, Advertising Account Management & Co-Chair of Taboola Noir - "I've been employed by several companies, and Taboola was the first to introduce me to employee resource groups. Upon joining Taboola, I wanted to become a part of Taboola Noir. Supporting diverse groups of various ethnicities, backgrounds, cultures, and genders was a welcome relief, as it signaled Taboola's support for everyone and their encouragement of diverse perspectives. I've had the chance to connect with individuals I might not have otherwise met by joining this community." Nedgie Paul, Sr. Advertising Account Manager, Growth & Communications Lead of Taboola Noir - "Taboola Noir is a space to have even more support within a company that supports me so much. It's allowed me to have an avenue to connect with Taboolars from all over the country who have similar interests and needs. Overall, Taboola Noir has created a great community for me to lean into and lean on. It's been amazing building cross-functional relationships, developing my professional skills, and even getting involved in different areas of the business that I would not have imagined." ## Who can get involved? While this energetic ERG is always open to welcoming new black Taboolars, the group also works to create an inclusive space for non-black employees to participate and learn about black history and from the experiences and perspectives of the Taboola Noir members. The ERG is currently open to new members, whether to contribute ideas, help run an event, or pop into a monthly meet-up chat. With engagement opportunities throughout the year, like Juneteenth trivia nights, holiday mixers through BERG (Black Employee Resource Group), recruitment partnership events, and Black History Month book clubs, there are plenty of ways for all Taboolars to get involved and inspired. ## Impacting the community beyond Taboola Taboola Noir is a special source of inspiration and community within and outside the workplace. Check out what the ERG members are sharing about how they support local and black-owned businesses throughout the year. Mcbride Sisters Wine: "Their Black Girl Magic Wine can be found in any liquor store! Cuts & Slices NYC, originally based in Brooklyn, has two incredible locations to enjoy serious pizza with inventive and creative toppings like shrimp and lobster scampi or chicken and waffles!" - Tanaya Jackson, Staff Accountant. Elect Essentials LLC: "My little cousin sells herbal oils, teas, and aromatherapy products." Darryl - Team Lead, Advertising Sales. My Pride Apparel: "My Pride Apparel was founded with one goal: to make clothing and apparel for today's socially conscious black woman. Their products are meant to make statements and allow you to speak without even having to say a word and to help you to express your pride in being a black woman." - Kim Peterson, Advertising Account Manager. Topicals: "One of my favorite businesses is a black-owned skincare brand called Topicals. They're devoted to solving chronic skin issues commonly found in the black community, and the brand is also known for mental health advocacy. Their product line has so much diversity!" - Nedgie Paul, Advertising Account Manager. Butterdbodycare: "I've been using Butterd since 2018, and I love how the body creams aren't greasy on the skin, and all products contain clean ingredients. It's also great for all skin types, especially those with eczema (like myself)!" Leah Deboe, Sr. Advertising Account Manager. Taboola Noir is proud to foster a community for black Taboolars and find ways to continue to inspire collaboration, development, and learning. Be on the lookout for upcoming Taboola Noir events by following our hashtag #TaboolaLife. To learn more about why we are consistently ranked as a great place to work, check out more of our posts on the the Taboola Life blog and visit our careers page. --- ### #MyMoment: Daniela Sarpi on Climbing at Taboola URL: https://www.taboola.com/taboola-life/my-moment-daniela-sarpi/ Last Modified: 2025-01-14 14:36:23 I saw our CEO, Adam, on Instagram and thought, “What do I have to lose?” Meet Daniela Rulkowski Sarpi, Growth Advertising Account Director, LATAM, who shares her story of job searching in New York with a visa and how, despite that difficulty resolving itself, Taboola supported her all the way through. Before leaving Brazil, I had accumulated seventeen years of sales and marketing experience and worked for companies like Lenovo and LinkedIn. I had lived in São Paulo, where I built most of my career, but in 2017, my husband and I relocated from Brazil to New York after he received an invitation to take on a new position here. I knew finding a job that would accept my work visa might be a challenge, and despite the daunting process, luckily, I stumbled upon a temporary position at Taboola. The role was more like an internship position, and although this role was a step back in my career, I eagerly seized the opportunity. Fast forward six months later, and I was offered an opportunity to transition into a full-time position as an Account Manager, responsible for developing LATAM’s growth strategy. I was thrilled and this was just the beginning! I enjoyed my time at Taboola, but following Covid, it was challenging to renew my visa, and I was beginning to worry about what to do. That’s when I saw Adam on Instagram. I thought it was a long shot, but if I could ask for Adam’s help, maybe he could help me through this situation. What did I have to lose? I spoke with my manager, who encouraged me to take the chance, so I dug through old photos and found a selfie of Adam and me from the day Taboola went public. I drafted an email to him explaining my situation, reiterating how much I loved working at Taboola but needed visa help. I attached the selfie and hit “send.” Within a few minutes, I had an email from Adam! He replied back, copying HR and other supporters, sharing that he would do what he could to help me. “The CEO responded back to me, and he responded quickly. He really showed up as a human despite his CEO title. I was so appreciative.” Adam’s acknowledgment and response to my email reconfirmed my decision to join Taboola when I did, even though, at the time, it meant taking backward steps in my career. It reconfirmed that this is a company that sees people as humans and keeps them top of mind. As I reflect on the past six years working at Taboola, I think about how grateful I am that I was given the opportunity. Some people could have looked past my resume thinking I was overqualified for the position I applied for, but instead, I was seen for the knowledge I could offer. In 2019, we started to form a team in Brazil, and I was promoted to the role of LATAM Growth Account Management Director. Today, I manage a team of seven people across LATAM. I’ve loved the past six years working at Taboola, and I can honestly say that not a single day has been dull. I love that I get to interact with global clients, some from my home country, which allows me to travel back home from time to time and continue exercising my language skills in Portuguese, Spanish, and English. Working here has allowed me to continue expanding my career while in a new country, and I’m grateful for the people who showed up for me then and continue to show up for me now. To Bruna Lamanna, thank you for everything and for hiring me when you did. Cheers to six years and what’s next to come in my Taboola journey! To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### #MyMoment: Taboola's Dan Pecoraro on The Unofficial Guide to Happiness URL: https://www.taboola.com/taboola-life/my-moment-dan-pecoraro/ Last Modified: 2025-01-14 14:36:23 When starting any new initiative, especially in an employer brand role responsible for championing the people and telling their stories, it's always thrilling when someone else initiates the conversation. So, when I got the G-chat ping from our Chicago office's Dan Pecoraro, Advertising Sales Manager, I was instantly excited. As he shared his story, I beamed from ear to ear, inspired by his "10 guidelines for happiness." Dan's story is more than just a career journey. It's a story of following your dreams, learning from the hardships, and defining happiness for yourself along the way. #1 - To understand your future, you must understand your past. So, let's travel back – my career started at 12 years old. It's 1998, MTV and TRL were all the rage, and pop acts like BSB, Britney, 98 Degrees, Christina, and the iconic *NSYNC, which my brother just so happens to be lifelong best friends with Joey Fatone of the group, were all on top of the world. Through *NSYNC, I had unbelievable backstage access (seeing life at its absolute apex), and at 12 years old, I caught the performing bug setting my sights on being an entertainer. It may sound confusing, as today I have happiness in my career at Taboola as an Advertising Sales Manager, but like any journey, there's evolution. This is a career trajectory story of how we often start in one place and finish in another. Ultimately, this is the story of how I learned to define my own happiness and how I encourage you to do the same. #2 - Have a vision for the bigger picture ahead. This chance *NSYNC friendship allowed me to tag along and get a glimpse into the glamorous celebrity lifestyle (curtain peeled back). I couldn't get enough and became laser-focused on the entertainment industry, forming my own music group (which lasted four years), and ultimately led to working as a Live Event MC with Five Star DJs hosting for audiences every weekend (a job I'd hold at various times from 16-36 yrs old). With *NSYNC as the initial catalyst and Five Star taking my passion to a new level, I began to pursue a career as an On-Air Host, similar to Ryan Seacrest or what you'd see on E! News or MTV. #3 - Explore as many options as possible. At 18, I enrolled at Pace University in NYC to major in Marketing and landed two internships. The first with Epic Records working in PR for Jessica Simpson, and the second with ad agency GroupM handling media for Colgate Palmolive. During this time, I sent a tape to MTV, and to my shock, I got a call-back to audition at their Times Square studio to be a VJ on TRL. #4 - Learn how to fail the right way. MTV was my first real audition. I was super nervous and froze when they asked me the most basic question, "Tell me about yourself." And just like that, at the age of 18, I bombed my dream interview. As I grew older, I learned failing is a routine part of life, and learning how to fail the right way (and learn in the process) can sometimes be more helpful than actually landing the gig itself. Despite MTV not working out, this provided confirmation that I had talent I needed to keep tapping into, so I continued on the TV hosting path, landing an agent, more auditions, and was even featured on NBC's "Deal or No Deal" as a contestant. At 20 years old, I won $129,000 on national primetime TV! DEAL OR NO DEAL Episode 312 #5 - Block out all voices except the one in your heart. Upon graduating with a Bachelor's Degree in Marketing, I enrolled in the Connecticut School of Broadcasting, studying on-air journalism. I got a job as a radio host for New York's - Party 105FM. From 22–24 years old, I flew from NYC to LA, auditioning for E! News, Vh1, MTV2, G4, Comedy Central, Fuse, and more. I was getting a few solid hits but also striking out way more (such is life as an entertainer, I would learn). #6 - Your personal life dictates your professional life. At 23, I met Natasha, the woman I would go on to marry and have a family with. Over the years together, I started to revisit the idea of being an entertainer. Truth is, as much as I loved it (and still do,) I met all my heroes (including Ryan Seacrest and Bob Costas), and I learned all too well the grind of the road, the relentless schedule, sacrifices, nights away in random hotels, and it just didn't line up with the type of husband and father I envisioned myself being. Deciding to venture out, I landed my first marketing role with MEC of GroupM, and after some time, continued along the passionate route into sports marketing for the New York Mets affiliate, the Brooklyn Cyclones (which also cast me as their On-Field Event Host – life imitating art perhaps). From there, I went on to digital marketing for Turner Sports but was also given an on-air role with their digital property, Bleacher Report, doing analysis in their online sports content (performing was the crazy ex who just kept resurfacing no matter how many times I tried to walk away, lol). At this point, I was part marketing/part performer and held it all together despite logging a ton of hours! Of course, when I thought I was truly done performing entirely, the dream offer would finally come with WWE, who offered me an all-encompassing role as a play-by-play analyst, commentator, announcer, correspondent, and more handling on-air duties across their properties that would have included Raw, Smackdown, WrestleMania, and more. #7 - Whenever you feel fear…step in. The offer with the WWE put me at a crossroads. Everybody there was incredible. The opportunity was exhilarating, and I wanted it badly, but the timing wasn't right. I made the difficult decision to walk away. After being set on these goals since my first *NSYNC encounter at 12, my life shifted in a way where I had to decide if I would continue pursuing entertainment or look towards something else, which was scary to do. Instead of letting my decision consume me, I leaned into the skills and experiences I had accumulated throughout the years. In search of fulfillment, I would go on to work in marketing for NBC Sports on the NFL, iHeartMedia on Ryan Seacrest Productions, and SPARK on the Jack Daniel's brand handling music integrations. Eventually, I'd get my Master's Degree from Brooklyn College, which led to one of my current roles as an Adjunct Professor of Marketing with Loyola University Chicago, teaching graduate and undergrad classes. #8 - May you chase your dreams to the point you can walk away from them. For so much of my life, my mind was set on one thing, but then life happened, and those goals shifted. All the work I put in brought me to a place of ultimate happiness through a journey of ultimate learning, leading me to Taboola, where today, I'm fulfilled working as an Advertising Sales Manager. Taboola's team and culture fulfill a lot of the same passions I had as an entertainer, and in many ways, my job here is the culmination of my skill sets across my studies, work, and experiences all rolled into one. At 37, my life and career have aligned to where I have a family, and I can be there for my wife and tuck my girls in each night, which means everything to me. My daughters, Charlotte & Savannah, are my new definition of happiness and winning. #9 - Everyone breathes oxygen…do not be afraid to approach anyone, ever. Working with teammates at Taboola and teaching at Loyola, I share this story to demonstrate that happiness is whatever you want to define it as. As you chase happiness in your own personal endeavors, you must approach anyone and everyone to inquire and learn. Don't be intimidated by someone's title or notoriety, as you'll find that speaking up for yourself is the only way to know, learn, and be given a chance to try something. Throughout my experiences, I faced rejection and harsh feedback. After the whirlwind journey of chasing my dreams (from boy bands to sports marketing to music and media), I find myself at Taboola, a company that is the culmination of so much of my past but allows me to actually be myself, which is ultimately what I always wanted. My former boy band I've learned it's vital to take chances that allow you to "be who you want," and Taboola has been that company that embraces everything about me. Being at Taboola has given me peace in my career and makes me feel rewarded and valued for my skills and work. Here, I get to be the performer (presentations), I get to implement my marketing degrees (media strategy), and my job allows me the balance to continue mentoring (teaching at Loyola and junior Taboola teammates). #10 - Fight for what you want from life and never settle for mediocrity. Not everyone has a linear career or life track. It's okay to pivot and try something else. Be the leader of your life, take chances, and view your "failures" as a redirection to something else. Eventually, as we search for career and life happiness, we learn, fail, and try again. Like the reunited *NSYNC new single says, we can only hope to be in a "Better Place" tomorrow. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### Insights & Takeaways From DMEXCO Fireside Chat: GenAI, Can We Be Friends? URL: https://www.taboola.com/taboola-life/genai-dmexco/ Last Modified: 2025-01-14 14:36:23 (© Koelnmesse) Whether you love it, hate it, or are still trying to decide, generative AI is here to stay and impossible to ignore, especially for those in the digital advertising world. Given that, it's no surprise that generative AI is a much-discussed topic in the news, in the office, and, of course, at the DMEXCO 2023 conference, where technology, digital business and creativity converge. This year, Taboola's CEO and Founder, Adam Singolda, hosted a fireside chat alongside guest John-Paul Pieper, Member of the Board of Management, Direct Sales and Omnichannel at ERGO. Aptly called 'GenAI: Can We Be Friends?' the two addressed some of the most pressing questions brands are wrestling with, including how the technology will impact digital advertising creativity, change marketing processes, whether human marketers will become obsolete and more. Keep reading to discover how both business leaders are approaching generative AI in the workplace today and how they believe more opportunities and uses for the tech will unfold in the future, or watch the recorded conversation here: https://youtu.be/KiY5hD_zHKk ## Will Generative AI Replace Marketers? The hype around generative AI and its abilities to create natural-sounding content has sent waves of panic through many marketers' minds. But rest assured, marketers, according to Adam and John-Paul, your jobs are not at risk. John-Paul pointed out that we are "on the verge of a real creativity renaissance because GenAI has the potential to become the greatest co-pilot for marketers going forward." He explained that because the technology eases some growth market hurdles, more companies will start doing it. However, that means that humans will play an even more critical role in doing what only humans can do: ensuring brand differentiation. Adam agreed and mentioned that, historically, newly introduced technologies have enhanced the workplace. He described how AI can empower marketers by taking on generic tasks, freeing them up to work on more impactful efforts such as storytelling, and providing an opportunity for marketers to move up the 'food chain' and contribute in more significant ways. Adam did mention that while some jobs might be replaced, others will be created, which allow humans to show their real superpowers. CENTER STAGE, CS1_14, GenAI: Can We Be Friends?, Adam Singolda (CEO & Founder Taboola ), John-Paul Pieper (Member of the Board of Management, Direct Sales and Omnichannel ERGO ), Halle 7 (© Koelnmesse) ## Using GenAI in Real-world Marketing Adam then asked John-Paul for examples of how ERGO, an international insurance group based in Germany, applied GenAI in its day-to-day operations. John-Paul explained that the company's first priority was identifying which parts of the job could safely use the technology to drive sales results. They applied it to the creative process to instantly generate numerous new campaign ideas. ERGO is also using it to fight ad fatigue. He mentioned how the team uses Taboola's GenAI tool to quickly produce ad variants that overcome fatigue and increase conversions – a win-win on all accounts. John-Paul's third application speaks to an issue many marketers face: how to come up with an entirely new marketing angle. He sees GenAI as a tool that can help overcome creativity blocks by enabling you to "slip into the perspective of somebody else and challenge your ideas." Adam discussed how advertisers are currently using Taboola's GenAI tool to generate thumbnails and campaign titles but that AI could soon create optimized landing pages with built-in pixels, which could be a complete game-changer, especially for small businesses. Adam also underscored the importance of measuring performance, churn, budgets, and other indicators to evaluate the impact of AI. ## Is GenAI a Co-pilot or Autopilot? For John-Paul, the answer is clear: AI is a co-pilot seated next to marketers. He believes the real value proposition of AI stems from the interplay between it and highly skilled marketers, noting that humans need to make the ultimate decisions around what is considered safe for a brand to use. CENTER STAGE, CS1_14, GenAI: Can We Be Friends?, Adam Singolda (CEO & Founder Taboola ), John-Paul Pieper (Member of the Board of Management, Direct Sales and Omnichannel ERGO ), Halle 7 (© Koelnmesse) ## Protecting Content Creators and Copyrights Shifting gears, Adam asked John-Paul for his opinion on the ethics of using content creators' work to train AI without compensating them, highlighting how most publishers are now blocking AI crawlers. John-Paul said it is indeed a conversation that needs to be had and wondered aloud if AI's use of copyrighted material was akin to sampling in the music industry, considered as inspiration or something else entirely. Adam remained optimistic that the problem could be and must be solved, explaining that if creators aren't compensated, they won't allow companies to use their material to train AI models, which will lead to a 'garbage in, garbage out' result for AI companies. He supported that point by referencing how Facebook Instant Articles was phased out after publishers had had enough of Facebook using their content without compensating them. ## The Cultural Challenges of AI Adam acknowledged a truth that those familiar with AI know: AI image production is notoriously biased, especially when representing genders and minorities. He explained that a request for 100 pictures of a CMO would likely result in all of those depicting white males, which ignores the culture of diversity that is so important to many companies, including Taboola. Adam asked John-Paul for his thoughts on how marketers can use the technology while remaining sensitive to the unique needs of different cultures. John-Paul reiterated his approach of 'co-pilot, not autopilot.' He suggested that soon, we might see marketers with highly specialized industry, product and even cultural knowledge crafting winning sales narratives with the assistance of a co-pilot. --- ### #MyMoment: Eva Rose's Journey from Contributor to People Manager at Taboola URL: https://www.taboola.com/taboola-life/my-moment-eva-rose/ Last Modified: 2025-01-14 14:36:23 When job interviewing, how often do you feel seen for more than just what's on your resume? Relevant experience is important, but being noticed for your potential and perspective are equally meaningful. Meet Eva Rose, Senior Manager of Advertising Sales, who shares her story of stepping into a people manager role at Taboola during a unique time in her life. Learn how she was seen for more than the bullet points on her resume and how she navigated her new career progression and did it (and still does) as a working parent. ## What was your transition like joining Taboola as a people manager without prior management experience? While interviewing, I didn't have on-paper experience as a people manager, but the hiring lead saw my potential and took a chance on me. I was encouraged by how thoughtful and smart leadership was (and still is), and I could tell it was a group I wanted to be part of. I was hired because of my perspectives and past experiences. It felt good to land at a company where my opinions and expertise were valued. ## As a new manager, what resources were provided to you? In addition to the guidance and support from my leadership team, Taboola provided me with several resources, including an external career coach. I met with my coach weekly to work through many aspects of managing, from building a high-performing team to keeping motivation going and handling uncomfortable conversations. I called it workplace therapy, and it was incredible! I found that I was trusted to manage how I saw fit to drive results, which meant not needing to follow strict rules or guidelines. The autonomy I was given helped me find my way as a manager here while knowing I had several resources available if I needed guidance. My HRBPs, Lana and Jennifer, continue to be amazing resources in partnering with the sales organization to understand our business and industry. As a newer manager, I appreciated the proactive approach HR took in understanding the challenges of our day-to-day work and ensuring there's equity among our employees. ## What was it like going on maternity leave about seven months after joining Taboola and transitioning back? The timing of starting a new job while expecting a new baby was something I hadn't planned for, but the opportunity at Taboola was too exciting to pass up. I thought if my husband wouldn't turn down a role while I was pregnant, why, as a woman, would I? When I shared the news with my team that I was pregnant, the response was very supportive. While transitioning back to work with a new baby and a toddler at home required some adjustments, there were many positives, like my role expansion. And don't get me wrong, it certainly took me some time to get back into the swing of things. A word to new moms: be patient with yourself; it's a transition! A big positive on returning from leave was meeting my team in person, something I missed while pregnant during Covid. With my role expanding, I was grateful for the guidance from my Senior Director, Ben, and the support of my two team leads. I now manage a team of nine people across the East Coast and Central regions. ## Who at Taboola inspires you and why? So many individuals at Taboola inspire me and encourage me to keep going. I have to give a shout-out to my team leads, though, who hold it down: Alexa Weinstein and Darryle Brown! They show up for their team and me in many ways; from onboarding to pitch practice, they are solid. It's also gratifying to see their growth at Taboola and watch their careers evolve. They intentionally listen, are always there to brainstorm, and are incredible humans. ## Sales can be challenging. How do you keep your team motivated and excelling? My team puts in the hard work, which motivates me to match their hustle. I'm so encouraged to see the progress and growth we've experienced together. I learned from my management career training that motivation is individualized. As my team develops, I want to continue understanding what they care about, what fulfills them, and what makes them happy. Understanding what drives each of them helps me identify how to keep everyone on track and excited about their work. Bootcamp 2023 ## How has Taboola enabled you to live a balanced life outside of work? In our industry, other companies might tell you there's flexible PTO, but that's not always the case. I've never worked somewhere where managers make sure you're using your PTO and encourage you to ensure your team is doing the same. While I was out on maternity leave, Taboola expanded its family leave policy. Having more time to focus on my baby and family was a true gift. I was grateful for the reassurance of my role and the financial safety because of this leave time, as I know this is a privilege not all women get. Bring Your Kids to Work Day ## What advice has stuck with you that, as a manager, you share with your team? Celebrate your wins and keep track of them! Create a document, add them to your notes app regularly, or set a calendar reminder. (This is something I have to continue to remind myself about.) Make it a habit to write down your wins and share them with your manager in your one-on-one meetings. They know a lot about you, but they don't know everything. It's not bragging; your manager wants to know your successes, and sharing with management is another way to increase your visibility. Despite coming from a native and performance background, my transition to where I am today didn't come without its share of challenges and learning curves, but with every step, there was always someone more than willing to help. I'm excited to watch my team grow as industry experts, crush their goals, and be with them along the way, just as they have been for me. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### SOMOS Taboola: Celebrating Latinx/Hispanic Heritage Month URL: https://www.taboola.com/taboola-life/hispanic-heritage-month/ Last Modified: 2025-01-14 14:36:23 Search the term "Hispanic Heritage Month" (HHM), and you'll read about how this monumental event started as the independence for many Latin countries or some of the different ways Latinx/Hispanic people have made positive contributions around the world. Whatever your browser provides, let us be the first to share what HHM means to Taboolars and how we celebrated throughout the month and continuously throughout the year. Hosted by Taboola's ERG SOMOS Taboola, this HHM held many engaging and flavorful activities for everyone to enjoy. From colorful Latinx/Hispanic-inspired cocktails to special guest speakers, Taboolars came together to honor traditions and learn about the dynamic cultures many celebrate and take pride in today. ## Quarterly Cafecito In many Latin cultures, sharing a coffee and a pastry in the afternoon with coworkers or friends is a ritual, so earlier this year, SOMOS Taboola launched the first-ever Cafecito, which gained interest and excitement from many Taboolars across different regions. The 30-minute coffee session brought Taboolars together to learn about the Latinx/Hispanic culture, hear from a guest speaker, and get the inside scoop on Taboola business news. The second session was an even bigger hit, with over seventy Taboolars across the US, Mexico, and Brazil in attendance. During this Cafecito, we welcomed guest speaker Mel Flores, Publisher Account Director of LATAM at Taboola, who led the discussions on how to work with different cultures around the world and how each country distinctively behaves when working together. It was wonderful to refocus attention with a coffee and a treat while featuring another Taboolar and learning about their background and experiences within the Taboola business. Mel shares, "I grew up drinking cafecito since I was 3. It's not just something I do daily, but it has become a ritual for self-care and a way to share and connect with people I love." Half Cuban and born and raised in Mexico City, Mel has been with Taboola since 2019 and was recently promoted from Account Manager to Account Director within the LATAM region. ## Salsa Class Through language, cuisine, fashion, and art, there are so many ways that Latinx/Hispanic people showcase their pride and their culture, and music and dance are no exception! While there are many captivating traditional dances like the Flamenco and the Merengue, this year, the Salsa made its way to Taboola offices across the US. As salsa traditions have blended from culture to culture over the years and the beloved dance continues to evolve, Taboolars put on their dancing shoes to take on salsa dance lessons, proving they have other talents besides their day jobs. ## Cocktail Making When you think about cocktails, you might think about a night out with friends or a post-work happy hour function with colleagues. But, what some may not realize is that cocktails and mixed drinks are just as meaningful and important to many Latinx/Hispanic cultures as they are to other traditions. So, to honor those traditions and cultures, Taboolars raised a glass and got to work on concocting some delicious cocktails led by Liquid Lab NYC's experienced Mixologists. The cocktails of the evening included Caipirinhas originating from Brazil, Coquitos, often found in several Spanish countries such as Puerto Rico, Cuba, and other islands, and the famous Margarita. Although the origins of this beloved cocktail are not entirely certain, Taboolars proved that there are infinite delicious ways to concoct them. With both alcoholic and dry options available, our team enjoyed colorful flavors, lots of laughs, and engaging conversations! ## The Food No celebration is complete without food, and we did not hold back. In support of Latinx/Hispanic communities, our people experience team, in partnership with SOMOS, stocked our kitchens and pantries with Latinx/Hispanic-owned snacks and drinks, featuring Mayawell, Perfy, Craize Crackers, and 2GO! Organic Dried Fruit. The sugar on top of the churro was our end of HHM lunch, which featured a mix of delicious Latin foods catered by local Latin chefs and restaurants. Paella, Pastelón (think plantain lasagna), and empanadas were just a few mouthwatering dishes enjoyed across different regions, leaving us full of great food and, most importantly, appreciation for what these cultures offer. Throughout HHM and the rest of the year, SOMOS Taboola works to champion the message of diversity, inclusion, and belonging to the Latinx/Hispanic Taboolars and aspiring allies globally. While the month was filled with delicious treats and fun and educational activities, pride in Latinx/Hispanic culture and heritage extends beyond HHM. Check out what Taboolars had to say about what they love about their LatinX/Hispanic cultures, and look out for future events by following the hashtag #TaboolaLife. --- ### #MyMoment: 8 Years of Kristine Gaviola's Career Journey at Taboola URL: https://www.taboola.com/taboola-life/my-moment-kristine-gaviola/ Last Modified: 2025-01-14 14:36:23 In today's world, when hearing that someone has spent eight years at the same company, the question of "why?" usually comes up. Retention generally sounds terrific, but what does it matter without understanding the reasons why people stay? We were excited to learn from Kristine Gaviola, Team Lead, West Coast, Account Management, that there are multiple "whys" that have inspired her to continue her career at Taboola over the years, and it goes deeper than enjoying the work environment, and the suite of products here. Keep reading to learn about Kristine's evolution at Taboola and why she keeps building here. ## What stands out about Taboola's product solutions based on your industry knowledge? When I first joined Taboola, I was immediately impressed with our Product team's involvement. After my first few client and internal Product meetings, I noticed that the Product team wanted advertisers' feedback to make our product even better. I had never worked at a company where I'd go into the field, talk to advertisers, and bring it back to the Product team, who would then prioritize the feedback. It's great to be a part of that active engagement, and it allows you to feel like you're a part of something bigger. LA, 2019 ## You've been promoted three times since joining Taboola. What resources have helped you get there, and what keeps you motivated? I started as an Account Manager, was promoted to Senior Account Manager, then Client Success Lead, and now Account Management Team Lead for the West Coast, where I oversee four people. When I started, I was a part of the second Taboola University class, which has since grown tremendously, but it ultimately provides business-specific training to new hires. I've also always been the type who likes to "dive in" and learn. Being goal-focused has helped me continue to hit revenue goals with myself and my team and has led me to win sales club three years in a row! I stay motivated by helping my team develop, hit their milestones, and watch their numbers grow. Their success is my success. Post Tel Aviv Kick Off - Jordan, 2020 ## What advice would you offer someone considering joining Taboola as an Account Manager? Native, agency, or programmatic industry experience is a plus but not a dealbreaker. Ultimately, you should be able to showcase your motivation to learn and succeed. Starting my career in sales and lead generation was helpful to where I am today in my career. If you're interested in being considered for an Account Management role here (regardless of the industry you are coming from), be prepared to speak in detail and provide action-oriented examples of client-focused questions: - How do you build effective relationships with clients? - How do you measure and care for budgets and KPIs? - How have you grown your accounts? - How have you showcased the ability to adapt, demonstrate flexibility, and wear different hats with your clients? - How do you measure client success? Barcelona, Sales Kickoff, 2017 ## Who at Taboola inspires you and why? Fernando Tassinari, Head of Advertising Account Management for the West Coast, inspires me to go above and beyond for our team because of his attitude, work ethic, trust, and kindness. With Fernando, there is a level of transparency that makes me feel comfortable and supported to speak freely, ask all my questions, take on new challenges, and make mistakes, and in every instance, he's had my best interest in mind. Under his leadership, I feel trusted to lead with processes or ideas that I think are best. He listens and will constructively challenge the reasoning behind my ideas to ensure that we (as a team) will stay on a path that will work. Two other leaders also inspire me: Evangeline Axiotis, Head of Publisher Account Management, and Shana Orth, Director of Account Management. Evangeline's industry knowledge, cross-functional collaboration, focus, and growth over the years inspire people in our field, especially women who aspire to become leaders. And as a new mom, Shana has motivated me with her positivity and ability to humanize our world of AI. She crushes it at work while raising a beautiful daughter simultaneously. I look to these women and feel inspired that I can do it all if I set my mind to it. Greece, Sales Club Awards, 2018 ## How has Taboola enabled you to live a balanced life outside of work? I've grown up with Taboola. After eight years, three promotions, a one-year-old, and another on the way, it's important for me to emphasize how much Taboola has provided me with an actual "work/life balance." Aside from the professional gains, I've been fortunate to travel to ten different countries for work and develop relationships with incredible people; if I saw them on the street, I would actually stop to hug them! As I evolve personally, Taboola has supported the changes in my life. My first maternity leave at Taboola was amazing, and it allowed me to spend time with my little one as I learned to navigate motherhood, a fundamental shift in my life, while still being able to contribute to monthly bills at home. Leadership truly understands and emphasizes the importance of balance and supports mothers and parents here, and because of the FTO (Flexible Time Off) and hybrid work policies, I feel less stressed about taking a day or a few hours if my child or I are sick. Most of my team and all my advertisers are on the West Coast while I sit in NY, and Taboola has always been supportive of how and when to travel to ensure efficiency and effectiveness for both myself and the advertiser. Leadership continues to be supportive, and while I'm currently pregnant, there are no negative perceptions of how I can balance my personal life and still get my work done during a typical workday. Me with my little one, 2023 My "why" for staying at Taboola changes yearly, but the incredible people here are a constant. Taboola continues to evolve within the ad-tech industry, which means the fast-moving train I jumped on eight years ago, will continue to keep things fun and exciting. From life-long friendships to supportive leadership and resources like HR, I'm proud of how I've grown personally and professionally and grateful that Taboola has evolved with me. To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLifec --- ### #MyMoment: Sam Rothberg's Journey from Beauty to Tech - Office to Account Management URL: https://www.taboola.com/taboola-life/my-moment-sam-rothberg/ Last Modified: 2025-01-14 14:36:24 When thinking about career development, how often do we consider that exploring other career interests can support that growth? Just because we start in one industry or function doesn't mean that's the only path forward, as sometimes, taking a different route might be the step in the most rewarding direction. Take it from Sam Rothberg, Taboolar of over five years, who proves that change, transition, and growth are possible at any point in your career. ## Why Taboola then, and why Taboola now? After 13 years in the beauty industry, managing high-end salons and spas, I was ready for a change and had always been interested in the tech space. I started at Taboola as the Office Manager in LA and was quickly promoted to US Travel Coordinator; when the Covid pandemic started, to retain administrative roles, I was asked to help support the West Coast Account management team. I was excited to learn more about the space, and I didn't realize then that this opportunity was the beginning of an incredible career shift for me. After eight months of operating as both the Office Manager and supporting the Account management team, I officially applied for the Associate Account manager role and became the first on the Account Manager Enterprise West Coast team to be physically seated in LA! This is now my fourth position within Taboola, and I'm still at the beginning of my journey here. There's still so much room to grow. I've never experienced this sort of career mapping or seen this much potential at a previous company. Taboola has supported me every step of the way and keeps me motivated. ## What helped you during your transition from Office Manager to Account Manager? From my first day to now, I've always felt that the culture with the West Team has been ego-free and has allowed me to feel comfortable asking questions to anyone, regardless of level or location. If I wanted to call up Adam to ask a question, I know that I could. Moving into the new position, I did have the advantage of supporting the Account Management team and learning a lot before officially taking on the Account Manager role, but overlooking any hesitation and having the backing of a company that encourages curiosity and reassures you that none of us have all of the answers empowered me to keep asking questions. People were and still are so supportive here that it motivated me to do some of my own homework and learn even more about the company, especially as it related to Taboola's R&D team. Knowing personally and understanding the team who builds our tools and platforms has helped promote cross-collaboration, which has been an enormous benefit to our business. My career at Taboola has been one of transition, growth, learning, and fun, and I'm proud of myself for saying "yes" and believing in myself, just as Taboola did with me. ## As an Account manager, what is the most exciting part of your job? What are you most proud of? I love building close, fun, and successful relationships with my clients! Recently, my Director witnessed my passion for building client relationships as she joined me for a client dinner in Portland, OR. The evening was a major success, and our client openly shared in response to the evening that "we are no longer co-workers, but we are friends." Hearing that feedback was rewarding and validated the effort and care we put into our client partnerships. ## What has helped you find success in your position? - Following this advice: "Saying yes before you know if you can even do it because chances are you'll do great if you just try." - Taboola promotes a culture of curiosity. Keep asking questions! - Be genuine and support others, and you will get that support in return. Cheer each other on and celebrate each other's successes. - Be kind and become friends with your team, your leaders, colleagues not adjacent to you, the office and kitchen staff, your clients...with everyone! Promote a culture of treating everyone around you equally and making everyone feel important. People who enjoy being around you will help you find success - together. Building these relationships across a global company has helped me find success at Taboola, and I also have to give a shout-out to my Director, who provides me with positive support every week. When I transitioned back after maternity leave, within the first quarter, an account we had pushed to become closer with saw a 252% spending increase year over year and an 80% increase quarter over quarter. Every time my Director walks through the door, they acknowledge that achievement. They continuously find ways to make me feel recognized and supported, which is motivating and counteracts any of the harder days it takes to get there. ## How has Taboola enabled you to live a balanced life outside of work? The parental leave policy at Taboola is unmatched by anywhere else I've heard of. Six months of maternity leave allowed me to spend invaluable time with my little one and transition back from leave feeling more ready than I would have been at the standard 12-week mark. Our management here supports the importance of family and mental health, and I appreciate that I'm seen for the other roles I play in my life other than just as an Account Manager. ## What is Taboola's superpower? It's the people. People here recognize potential and drive and don't fixate on just pure experience. People at Taboola care, take the time to help you, and genuinely want to see you succeed. When I started on the Account Management team (while still working as Office Manager), a Director at the time approached me and immediately made me feel seen. I had been struggling to find direction and clarity in my work, and they sat down with me to understand my day-to-day responsibilities to help me get to a productive and clear outcome. They saw my potential and made me feel like I had a path here, which I can confidently say I also see for myself. To this day, I still don't know who suggested that I support the Account management team, but I am grateful to whoever they were for seeing me and my potential and getting me to a place of career excitement and satisfaction. Next target? Hopefully, a promotion to soon become a Senior Account Manager! To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog and visit our careers page. #TaboolaLife --- ### Pride is an Ongoing State of Mind - Pride Month at Taboola URL: https://www.taboola.com/taboola-life/pride-month-taboola/ Last Modified: 2025-01-14 14:36:24 Pride month is in full force, and this year, it's more than rainbow treats and pride-themed Google Meet backgrounds (we'll have those too.) Taboola Pride, in partnership with Taboolar allies, is honoring and celebrating Pride Month across the globe, and we're doing so by leading with one of our core values, curiosity. While we are excited to celebrate all Taboolars, we're proud to infuse LGBTQ+ education into the festivities as we strive to ensure all Taboolars are supported and seen and reassured that diversity isn't just corporate jargon; it's an imperative asset. According to the BBC, several LGBTQ+ people surveyed by the Center for American Progress in 2022 within the last year reported some form of workplace discrimination and harassment because of their sexual orientation or gender identity leading to quitting, amongst other negative repercussions. At Taboola, we are committed to fostering a safe and inclusive environment for everyone to bring their whole selves to work - whether in the office or remotely. While Pride month is an opportunity to celebrate with rainbow accents and parades, more importantly, it's an opportunity to build awareness and educate Taboolars and the greater community on just how vital inclusivity is. In the spirit of celebrating Taboolars and all of who they are, we have been hosting some dynamic festivities throughout Pride month. In Tel Aviv, some of our Taboola Pride members participated in the parade because what is pride month without a parade? Additionally, we were honored to welcome Alon Livneh, B2B Product Marketing Manager from Riskified, to speak as a guest lecturer and educate us on “Transitioning on the Job, & How to be a Trans Ally.” Alon shared his story about undergoing a significant (and very visible) life-changing gender transition while working at the same company. Alon questions how open we all are to change and how it impacts our environment. He asked the audience, “What can we do as companies and as people to embrace change and accommodate and support those undergoing it?” Across the US, Taboolars participated in some competitive Bingo with a twist. Hosted by two incredible drag performers, the Bingo games were elevated with pride-themed trivia questions to provide education on LGBTQ+ history and to help players have an extra chance to win a free Bingo space. During a time when the drag industry is dealing with negative legislation, Taboola Pride felt it was imperative to support this space while bringing a fun and dynamic energy to the offices. The events supported LGBTQ+ businesses, including Gay Beer refreshments, rainbow pizzas, Drag.Gifts swag, and local performers like the witty and talented Hibiscus. Some Taboolars were quick to show gratitude for this inclusion by sharing that "it has been hard to watch legislation that has passed across the nation recently. I'm glad to see Taboola Pride using its platform to promote an art form that really needs support right now." APAC indulged in some pride-themed treats, wore their hearts on their sleeves with Taboola Pride T-shirts, and will extend the celebrations beyond June. During an upcoming Sales and Account Management off-site, Taboola Pride will host a pride-themed trivia event to close out a busy week of sales boot camp. And the celebrations continued into Europe, from intimate pride discussions in Hungary to colorful breakfast chats in Madrid; this pride season was nothing short of vibrant conversations and deepening our understanding of diversity. Across Europe, there were happy hours, drag Bingo quizzes, open discussions surrounding pride, and lots of prideful selfies! Taboolars were having such a great time documenting the moments that the images were turned into gifs, which later transformed into an "I stand with inclusion" campaign. The campaign extended its reach across European offices, further driving Taboola's commitment to diversity through unity. Celebrating Pride during June allowed us to truly unify across the globe, and while Pride Month is coming to a close, we remind all Taboolars and our communities that pride is not designated for one month out of the year. It's an ongoing state of mind. Check out the many prideful moments by visiting our social channels for more celebrations beyond this pride season! --- ### Taboola Supports Mental Health Awareness Month in May with Employee Benefits URL: https://www.taboola.com/taboola-life/mental-health-awareness-month/ Last Modified: 2025-01-14 14:36:24 Back in 1949, the US officially established May as Mental Health Awareness Month to increase awareness about mental health and wellness. In the decades since, conversations around mental health and mental illness have helped reduce the stigma, creating an environment where more people seek the treatment they need. At Taboola, we take mental health seriously. We recognize that mental health needs to be tended to and worked on for more than one month a year, which is why we offer a range of mental health programs our employees can take advantage of all year long. Here's a look at some of the wellness benefits we offer our team members. ## Employee Assistance Program (EAP) This program offers a wide range of services that employees can access, including in-the-moment 24/7 phone support from a licensed clinician and short-term counseling, which provides five free sessions with a mental health professional per each "issue." The program also puts users in touch with financial planners, local attorneys, and convenience resources such as referrals for child and elder care, housing needs, pet care, and more. All services are easily accessible through a web portal and mobile app and are always 100% confidential. ## Family Care Benefits via Care.com All Taboola employees receive a Care.com membership. Users get unlimited access to a network of vetted child and elderly caregivers at a subsidized rate through the platform. Members can post job requests for caregivers, housekeepers, pet sitters and groomers, special needs caregivers, personal assistants, errand runners, and more. One of the best aspects of Care.com is that members can run background checks on potential candidates and feel confident that loved ones are in safe, reliable hands. ## Parental Leave Balancing a career and a new child is a challenge, and we don't want our employees to feel like they can't have it all. We've instituted new parental leave policies to make welcoming a new child into the family a little easier. Primary caregivers receive 26 weeks of paid leave with return-to-work flexibility that includes working 80% during the first two months back while receiving full-time pay. Secondary caregivers receive eight weeks of paid leave which can be taken all at once or spread out over 12 months. ## Unlimited PTO Employees shouldn't have to choose between a family vacation and much-needed mental health days. That's why we offer unlimited PTO. We trust that our employees will take time off to recoup when needed, unwind on family vacations, and then return to work feeling refreshed and ready to take on the next project. ## Fitness & Wellness Benefits As physical and mental health are intertwined, Taboola employees receive access to top-notch fitness programs. The Gympass membership offers personal training sessions, access to 10,000+ gyms, live classes, and 30+ wellness apps covering therapy, nutrition, and more. Eligible UnitedHealthcare members can enjoy a 1-year free Peloton Digital Membership and get reimbursed up to $200 in a six-month period. We've also teamed up with Crunch Fitness for special offers, including a 3-day guest pass, among other fitness and wellness benefits. We're proud to offer all of these mental health and wellness benefits. We believe everyone should have access to the services they need whenever they need them. Our employees are our most valuable asset, and encouraging a healthy work-life balance is just one of the many ways we show our appreciation for them. These are just some of the benefits that Taboola employees enjoy. To learn more, see why we are consistently ranked as one of the best places to work, and explore career opportunities, visit our Careers page. --- ### Networking & Empowerment: Insights from Taboola's Women in Leadership Dinner URL: https://www.taboola.com/taboola-life/womens-history-month-lessons/ Last Modified: 2025-01-14 14:36:24 Last month, to celebrate Women's History Month, Taboola hosted a Women in Leadership event. After some networking, it was on to the main event – a panel discussion with some truly exceptional and accomplished leaders in the media world. (And we aren't labeling them female leaders on purpose - find out why below!) Joining Taboola's Managing Director, Advertiser Sales & Account Management, Kathryn McGarvey, on stage were: Marla Kaplowitz, President, CEO & Board Member of 4A's, Deirdre Bigley, Taboola Board Member and former CMO of Bloomberg, and Kate Calabrese, SVP of Media Solutions at SHE Media. The women shared powerful stories, workplace experiences, and advice for future leaders. Here are some of the highlights and best soundbites from the evening. ## On being a leader versus a female leader Kathryn kicked off the discussion with this first question, which caused excitement among the ladies, who all acknowledged it was a topic they had previously discussed. How do you feel about being seen as a female leader versus a leader? Deirdre reflected on how she 'grew up' professionally at IBM and Bloomberg, both heavily male-dominated companies at the time, often leaving her as the lone female in many rooms. She said: "I kind of got past the whole female leader thing. Does it stink? Yes. It's ridiculous that we are still called female leaders." Later Marla added, "I feel like I have always tried to say I'm a leader who happens to be female. I prefer the leader descriptor first because I think it's more apt, and you don't hear people say he's a male leader." Kate had quite a different experience. She spoke about how fortunate she's been because SHE Media is a female mission-driven company. Except for one man, the entire leadership team is women, so she "actually had the luxury of not being referred to as a female leader." ## On being the only woman in the room Have you ever experienced resistance when leading men or being the only woman on a leadership team, and how have you navigated the situation? A common theme came up as the women weighed in on the question. Both Kate and Deirdre agreed that when they found themselves as one of only a few women in a meeting room, thoughts of doubt crept in, making them sometimes second guess their responses and comments or feel intimidated because they were in the minority. Still, they found their confidence by remembering reality. Kate said, "I had to really step back and say no, you're in this room for a reason. You've been put into this position for a reason. You're confident in this space. You know what you're talking about." Deirdre offered event attendees valuable advice: "If you're going to be in the room, you have your voice. Know that they need you to be there, and your voice is going to be very unique simply because of your experiences being a woman or a minority. Sometimes men will 'poo poo' it, and you kind of have to brace yourself for that, but sometimes they listen, and the more we do it, the more used to it they will become." The group also discussed the all-too-common trait among women of apologizing. Their pooled wisdom: stop apologizing, especially when asking for a raise. Instead, highlight your accomplishments and what you bring to the table; know your worth, and don't apologize for that. ## On the necessity of networking How do you cultivate relationships and build networks within your industry or field, and what role has mentorship played in your own career development? Deirdre spoke about how she was lucky to have a trusted mentor she worked with and alongside for 18 years. The relationship was so impactful that when Deirdre became a CMO, she made a significant effort to connect Bloomberg and Makers. But Deirdre also had to establish herself. She said, "I swear that the network that I built got me my first board, and that changed my life eventually." The panelists agreed that while networking is difficult, especially for introverts, you need to leave your comfort zone and do it because "your network will give back dividends." ## On taking control of your career What advice would you give to women who aspire to leadership positions in the media and advertising industry, and how can they best position themselves for success? Kate's advice: advocate for yourself. She said, "No one is ever going to say do you want more money and responsibilities? You have to take ownership and have a better idea of what you want to do in the future." Everyone on the panel agreed that you need to imagine your own path, actively take steps to get there, and lean on your network. ## On the work-life balance myth As women, there will always be more difficulty balancing work and personal life, given more caregiving responsibility tends to fall on women, whether it's caring for children, aging parents, or personal priorities. How do you balance work and personal life, regardless of life stage? While each woman had different experiences, especially during the pandemic when work-life balance became a hot topic, the common thread in their answers was that balance doesn't exist. Women need to let go of the idea of perfection and be okay with sometimes knowing work comes first; sometimes, the family does. ## On assuming equality exists without checking How have you worked to create a supportive and inclusive workplace culture, and what steps have you taken to promote diversity and equity in your organization? Marla felt workplace culture is top-down, foundational, and "needs to be part of your values, and that means it's part of your culture. It's the way you work, and it's your expectations of the way people treat one another and behave." Deirdre conducted a pay equity analysis at their companies, revealing that even under their leadership, women were being paid less. While corrections were made, Deirdre said, "Women were asking for less, and we were accepting their answer. I was so upset that they were not asking for the amount men were asking. And I was willing to pay them less without realizing it. " Kate spoke about the importance of affinity groups and how they can help everyone learn about colleagues' experiences, create opportunities and bring people together. ## On the future of the media industry How do you see the media and advertising industry evolving in the next 5-10 years, and what opportunities and challenges do you anticipate? As the women discussed the future, several themes emerged. Everyone was excited to see how technology would evolve and emphasized the importance of staying on top of changes, staying curious, and always trying to learn new things. They agreed that the basics of marketing - reaching people where they are and when they're ready to buy - are eternal, but technology will change how we get in touch with people. And, finally, many industry players will continue supporting diverse voices in publishing and media and work towards making media more equitable. --- ### Create an Inclusive Workplace: 4 Steps for Supporting Women URL: https://www.taboola.com/taboola-life/taboola-benefits-women/ Last Modified: 2025-01-14 14:36:24 Women have fought for workplace equality for centuries, and undeniable progress has been made. Data from the World Economic Forum shows that the number of women founders has doubled over the past five years. During the pandemic, the number of women-owned unicorn companies increased five-fold. This is the first year over 10% of Fortune 500 companies have female CEOs. Those numbers are encouraging, but there's room for improvement, considering that women comprise 58.4% of the workforce. Women face unique challenges in the workplace, which can hinder advancement and opportunities for success. Now is the time for businesses to make intentional changes that address these challenges and create a supportive environment. What steps can companies take to empower and support their female employees? ## Create an Inclusive Environment Businesses can foster an inclusive workplace culture by creating policies and procedures that support gender equality, such as equal pay and opportunities for promotion. Although more states and cities are enacting wage transparency laws to close the pay gap and promote fairer compensation, women earn 82% of a man's salary for the same position. Even if the law doesn't bind companies, instituting wage transparency policies can go a long way toward helping women negotiate better salaries and feel more valued. Businesses must also focus on promoting women and placing them in leadership roles. Countless studies tout the benefits of having women in high-ranking positions, including increased profitability, higher quality customer experience, more openness to change, and less risk-seeking. How Taboola Supports an Inclusive Environment: Taboola has set high goals for itself in this area, aiming to ensure 45% of all promotions and new hires, including leadership roles, will be women by 2025. Currently, 18% of women at Taboola are senior leaders, against our 25% women leadership (vice president roles and higher) goal. ## Offer Flexible Work Terms Women are often primary caregivers for children or elderly parents, and according to an AARP study, they are three times more likely to drop out of the workforce due to caregiver responsibilities. If employers offered more support for caregivers, enabling them to continue working, the US GDP would add an extra $1.7 trillion by 2030. Flexible hours, remote work, or generous paid time off options give caregivers a better work-life balance, allowing them to continue working and advancing in their careers while still meeting their other obligations and improving their mental and physical health by reducing stress. How Taboola Promotes Flexibility: Taboola offers US employees unlimited paid time off because employees shouldn't have to use vacation days to care for sick family members or because they need a mental health day. We trust that our employees will take time off to recoup when needed, unwind and be present on family vacations, and then return to work feeling refreshed and ready to take on their next challenge. ## Provide Paid Parental Leave The US is one of the few countries that doesn't have a national paid parental leave law; only a handful of states have passed such laws. Not only does paid leave provide mothers essential time to recuperate and bond with a child, but it also helps alleviate the stress and burden of losing income or job security. Additionally, paid family leave decreased the poverty risk of new mothers by 10%, lowered rehospitalization risk by 51%, and reduced depressive symptoms, marital issues and self-esteem problems. Taboola's Parental Leave Policy: Taboola employees can have it all, and our paid parental leave policy supports that. Primary caregivers receive 26 weeks of paid leave with return-to-work flexibility, including working 80% during the first two months back while receiving full-time pay. Secondary caregivers receive eight weeks of paid leave which can be taken all at once or spread out over 12 months. ## Encourage Employee Resource Groups (ERGs) Employee resource groups offer a supportive community for women to connect, build relationships, share experiences, and advocate for policies and practices that support women in the workplace. ERGs also enhance opportunities for professional development, skill building, and mentoring. By raising awareness of women's unique experiences and perspectives, ERGs offer company-wide benefits, such as promoting greater understanding and empathy across the organization. Taboola ERG Groups for Women: TaboolHER's mission is to underscore the value women bring to our workplace and make Taboola a company where women choose to grow by bringing the entire organization together to celebrate the contributions of our female Taboolars — our TaboolHERS. Taboola Families highlights the additional requirements and needs of parents. The group educates the company about parenting issues, sets up practical programs like a back-to-work buddy system, lobbies for policy changes, and organizes social activities for Taboola parents and their children. These are just a few impactful policies, programs, and resources Taboola has implemented to support women. We believe that creating an environment that promotes gender equality and empowers women to succeed ultimately benefits and strengthens our entire company.Women still face workplace challenges hindering success. Businesses can foster equality through policies, leadership roles, flexibility, leave, and ERGs. Taboola exemplifies this. --- ### Learning from Sales Failures: An Interview with Jaclyn Hadida, Sales Director ANZ URL: https://www.taboola.com/taboola-life/interview-with-jaclyn-hadida/ Last Modified: 2025-01-14 19:39:25 The gender gap is far from closed, which makes supporting and championing women all the more important. We can all learn from women leaders and appreciate them sharing their stories, successes, challenges, and failures. They serve as role models for little girls, young women, and seasoned professionals, constantly proving that women can achieve anything with hard work, dedication, and perseverance. With that in mind, we are thrilled to introduce Learning From Failure in Sales, a series of interviews with inspiring female leaders at Taboola. ## Meet Jaclyn Hadida, Taboola's Sales Director of Australia and New Zealand Jaclyn is an advertising veteran with more than 16 years in agency and direct media sales and is incredibly knowledgeable about the advertising landscape across brand and performance marketing. Beyond cultivating client relationships, she is a rockstar leader (just ask her team!) who knows how to bring out the best in everyone around her. This year, Jaclyn was a 2022 Women Leading Change APAC nominee, and in 2020 she earned a Q3 Sales Achievement for APAC award from Taboola. Also, in recognition of her outstanding leadership, she was featured in a B&T profile on Women Leading Tech last year. Read on to hear about the lessons she's learned during her stellar career, how shifting her mindset has helped her reframe challenges, and how she approaches leadership to ensure her team is successful. 1. Describe your leadership style and what you think has worked well for you. I take the initiative to lead by example and be present across the advertising market, brands and agencies. That thinking has influenced my leadership style, which focuses on empowering and motivating each individual by being their coaching leader. It's important for me to pass on the knowledge and skills I've gained during my career but also guide each team member and let them build up their skills and experiences. I've found that the best way to support my team is to have a personalized and focused approach. To create and empower a high-performing sales team, I look at each individual's strengths, challenges, skill sets, and motivators, and use that information to create a personalized professional development plan, set short-term goals, and guide them toward success. 2. What are the difficulties you faced when you first started working? Whenever I took on a new job, changed roles, or started at a different company, of course, I was faced with new challenges, but ultimately, my mindset is to see these as opportunities. Coming from a publishing background and selling predominantly offline, transitioning into the digital tech landscape has by far been my greatest opportunity and most valuable learning curve to date. It's evident that a large part of our work is to service clients and nurture those relationships. Still, we must also remember to service and support our internal teams. Cross-functional internal relationships are crucial for the success of a sales organization and each team member's achievements. I've found that communication and transparency are key to a unified team and how we position ourselves in-market to our clients. However, having various internal stakeholders contribute to success may hinder the sales process if the contribution isn't utilized accurately, which is a delicate balancing act. 3. What does work-life balance mean to you? When I think about a work-life balance, I sometimes need to remind myself to 'Practice what I preach.' It's easy to become caught up in the fast-paced nature of our sales roles, the demands and deadlines, unrealistic expectations, and opportunities we seek. Working from home over the past 2+ years has made me realize and has been proof that I can manage my work day effectively and be a present mother. Keeping that healthy balance between work and family life enables me to be the best version of myself to my colleagues and, of course, my family. 4. Who did you look up to? Was there a mentor in your career? I definitely learned 'what not to do' from managers who hadn't demonstrated leadership qualities nor challenged me to expand my way of thinking and growing within the media sales industry. In saying that, I've always been inspired by leaders who've learned from failure and used resilience and drive to persevere and change their stance to a growth mindset. One influential person that has represented a successful example of female leadership is Whitney Wolfe Herd, the youngest self-made billionaire who uses her voice to fight for what she believes in. Picking herself back up after previous tensions in her last corporate job, she created a new female-led dating app that saw her climb back to the top. Her resilience and determination is a mindset to be admired and inspired by. 5. What is one piece of advice you would give to your younger self? Slow down. It's always easier to look back and recognize how you could have done things differently and what you should have done to 'not sweat the small stuff.' But that's how hindsight works. There was always time to excel, always time to grow and learn, but like many others, I was always in a rush. I'd tell myself that rewards will come from hard work, that patience is invaluable, and that the right pace is what helps your personal journey. Even though I wouldn't change a thing, it's nice to look back and wonder what could have been if I had taken a second to slow down and reassess where I have come from and where I am going. --- ### Supporting LGBTQ+ Taboolars with Gender Reassignment Benefits During Pride & Beyond URL: https://www.taboola.com/taboola-life/gender-reassignment-benefits/ Last Modified: 2025-01-14 14:36:25 Even with the last 50 years of progress, the LGBTQ+ community still faces an uphill battle on many fronts, with one of the most glaring and harmful inequalities being healthcare. A recent survey from the Center for American Progress demonstrates the healthcare-specific experiences and, consequently, avoidance behaviors of many LGBTQ+ Americans: - 3 in 10 LGBTQ+ Americans and more than half of transgender Americans had difficulty accessing medical care due to costs - 15% of LGBTQ+ Americans and nearly 30% of transgender individuals postponed or avoided treatment due to discrimination - 1 in 3 transgender individuals had to teach their doctors about healthcare issues to get the proper care At Taboola, we celebrate diversity and champion equality for all, regardless of race, religion, sexual identity, or any other factor. And that isn't lip service. It's something we stand behind every day, and it's why we've offered Gender Reassignment healthcare coverage to all US-based employees for years. ## What is Gender Reassignment? Although it goes by different names (Gender Affirmation, Gender Confirmation, Sex Reassignment Surgery, and Gender Dysphoria), Gender Reassignment refers to the medical procedures and interventions that help people transition from their assigned gender at birth to their experienced or expressed gender. It can include behavioral therapy, psychotherapy, hormone therapy, and surgery for gender transformation. Research shows approximately 9,000 transgender surgeries are performed each year in the US, and just under 11% of medical encounters of transsexualism result in Gender Affirming surgery, with both numbers steadily increasing each year. ## Gender Reassignment Coverage for Taboola Employees in the US Through our policy with UHC Medical, anyone who meets the requirements will be covered. When the criteria are met, the procedures to treat Gender Dysphoria are considered medically necessary and are therefore covered. These include: - Bilateral mastectomy or breast reduction - Clitoroplasty, labiaplasty, and vaginoplasty - Hysterectomy, salpingo-oophorectomy, vaginectomy, and vulvectomy - Metoidioplasty, phalloplasty, and scrotoplasty - Orchiectomy and penectomy - Penile and testicular prosthesis - Urethroplasty ## Looking Forward This is just one of the many benefits we offer Taboola employees. We continuously seek new opportunities, programs, and supplemental activities to help our team members feel their best every day. --- ### Taboola's 2022 Nominees for Women Leading Change Awards in Asia-Pacific URL: https://www.taboola.com/taboola-life/women-leading-change-awards-for-asia-pacific/ Last Modified: 2025-01-14 14:36:25 Congratulations are in order! Three Taboola women have been nominated for the Women Leading Change Awards. Spearheaded by Campaign Asia, an online publication reporting on the marketing and ad industry in Asia, nominees include outstanding APAC women who lead, inspire, and motivate greatness in the marketing communications community. Any individual, team, or company in the marketing industry who made an impact during the eligibility period was able to enter. This year's Women Leading Change Awards judging panel will include an independent jury consisting of industry experts, and client marketers from across Asia-Pacific. From Abbott's Director of Global Marketing Minali Shah and Google's VP of Marketing (India and SEA) Sapna Chadha, there are 15 incredible women who will help choose this year's winners. The Taboola nominees include the following women: - Young Lee, Country Manager, South Korea, who has been shortlisted for the Technology Chief Category. - Jaclyn Hadida, Sales Director, Australia and New Zealand, nominated for the Business Leader Category. - Ploy Hassan, SMB Director, Publisher Sales and Account Management, APAC, nominated for Young Business Leader Category. Ahead learn more about these groundbreaking women and read excerpts from their young business leader entries. ## Young Lee, Country Manager When she learned about Taboola, the world's leader in powering recommendations for the open web, Young knew that she had to bring it to Korea. At first, no one believed in her vision; the publishers, the advertisers, and even the Chief Revenue Office at Taboola doubted her ambition. Why would anyone want to bring a new AdTech platform to the open web, a relatively small vertical, in Korea? Learning from the failures of other AdTech companies, she applied her strategic smarts in balancing short-term focus on publisher yields with a long-term focus on building joint business successes with publishers and advertisers. She also brought on a winning team of women to help her succeed. Today, she is Taboola's Country Manager in Korea, the only female Country Manager in the APAC region. During her career with Taboola, she has signed on many top-tier publications and big-name advertisers, which Taboola has greatly benefited from. ## Jaclyn Hadida, Sales Director Jaclyn's overarching beliefs are centered around the power of communication. She has an intimate understanding of people and how to serve them as a leader. With this at her core, her objective set is fundamentally tailored to individuals, their capabilities, and expectations while challenging them and keeping them accountable. Being transparent and inclusive helps the team understand her intentions, learn from her work and gain respect. This ultimately leads to a trusting working environment. Determination, focus, and clear goals are Jaclyn's stepping stones to achieving successful business contributions. ## Ploy Hassan, SMB Director Ploy's journey at Taboola started on the SMB publisher team, and she developed a strong passion for the unit. Ploy stepped in as director and inherited a demotivated and underperforming team. She knew that she needed to empower them, even when she wasn't around to encourage them herself. With this belief, she wanted to focus on three things; building a safe environment to encourage trust among her team, understanding her team's talents, and working to empower them with tools to perform. Lastly, she wants to establish a common goal to drive high performance. Fast forward, Ploy's business unit is one of the strongest growth divisions in Taboola APAC. On Wednesday, June 1st, the winners will be announced. Best of luck to all the nominees, and we're looking forward to celebrating whoever wins! --- ### Advice from Female Leaders in UK Media to Their Younger Selves URL: https://www.taboola.com/taboola-life/what-advice-would-you-give-your-younger-self/ Last Modified: 2025-01-31 07:44:37 In celebration of International Women's Day 2022, Taboola had the pleasure of hosting a lunch for our female partners in the UK, discussing women's empowerment and breaking the bias over some good food and drinks. With 24 women in attendance, we were able to envision a world where #BreakTheBias doesn't have to be a hashtag anymore, because a gender equality is within reach. From Bicycle, OMD and Lovehoney to The Telegraph and Reach, our lunch was filled with leading women that are making an impact in the media industry. Although these women are making a difference as some of the first in their roles, they are still struggling to command the same respect, representation, and pay as their male counterparts, and are at a disadvantage due to the lack of support from allies. As we sat to share our ideas and hopes for the future of women at work, each attendee wrote one word or phrase to answer the question: "What can men do to support women's progression in our industry?" To share their responses, all the attendees took Polaroid photos with their suggestions. You'll see these featured throughout this article. Attendees also each wrote down one piece of advice they'd give to their younger selves. These words of wisdom from senior leaders are meant to encourage women looking to do what they do and those who may not even think it's possible. After reading their thoughts and advice, you'll have a better understanding of how to make your career dreams a reality even when it feels like everything and everyone is working against you. ## Be True to Yourself Discovering your true self and sticking to your gut was a recurring theme among attendees. Many wrote about the importance of accepting and embracing yourself for who you are in order to feel confident as a leader. “Understand who you are, know who you are, appreciate who you are, love yourself. Have an opinion. Take up space. Be who you are unconditionally." — Parweez Mulbocus, Head of Ecommerce, OMD "Work hard, enjoy life and be your own best hypewoman", encouraged Tobi Asare, Business Development Director of OMD. Duri Mehmet, Trading Director of Orion Worldwide, offered this advice: "Concentrate on yourself. Don't worry about what others think — it doesn't matter!" Jessica Emberlin, Account Manager at Dentsu, advocates to "be confident in your knowledge and stand tall." "Be yourself always and follow your goals rather than letting others influence you." - Victoria Girowski, Digital Partnerships Manager, Reach PLC Dunia Silan, SVP of Revenue for EMEA & APAC at Skimlinks, a Taboola company, also offered these words of wisdom, "Don't try so hard to fit in. It's tiring. Your differences will become your strengths, and the people you're trying to impress are not of significance and meaning." Leila Kojouri, Account Director, Dentsu, gave her younger self a boost with this quote, "Be confident and believe you can do it, because you CAN!" ## Embrace Failure Failure can seem like the absolute worst outcome for women in the workplace, where women feel pressured to outperform their male counterparts, rather than seeing failure as a blessing and an event to learn from. Our experts recommended being okay with failure and taking all the opportunities that come your way — even when you're scared things won't turn out the way you'd hoped. Leadership is about taking risks, after all. “Your youth is for saying YES. Go to every networking event, meet people, volunteer. Say YES!" — Anya Libova, Strategic Partnerships Director, Taboola Caitlin Rose, Head of Advertising Account Management for EMEA at Taboola, suggests not shying away from failure. She states, “Don't be afraid to fail. Even further, embrace failure. It will make you grow into a more empathetic, self-aware, and confident leader." Cristina Sagarduy, Chief Performance Officer at OMD, recommends listening and learning, as well as not being apologetic about setting goals and going for it (even if you don't succeed.) When it comes to failure and rejection, Camilla Pacelli, Senior Partner Manager for APAC at Skimlinks, offered these words: “A rejection is just a redirection towards something better." ## Women Supporting Women is Always in Style In a man's world, it's important for women to lift each other up and celebrate one another's successes. Our attendees encourage surrounding yourself with people who believe in you and support you to be who you want to be. Kate Barry, CRO of Mumsnet, encourages finding a mentor and championing (not competing!) with other women. Seraphina Davey, Head of Publisher Account Management of EMEA at Taboola, warns to "be conscious of your own bias against women". "If you are feeling stressed, don't keep it all inside. Seek help, because you deserve it. You don't have to carry it all by yourself." - Holly Hathaway, Head of Affiliate Partnerships, The Telegraph Our attendees also encouraged their younger selves to break through shyness and speak up. Women's words hold value. Christina Weaver, Global Affiliate Marketing Manager at Lovehoney, shared this sentiment, "You are worth gold - know your self worth and do things that make you happy." ## Advice for All Attendees also offered this advice to their younger selves which should not be missed: - Life is too short to miss out on good things. - Always eat dessert. - Keep doing what you're doing. - Dump that guy. Thanks to the experience of women from roles across the media industry, this International Women's Day we learned how each of us has a responsibility to break the bias, stereotypes, and discrimination women face in the workforce. As leaders, we can inspire other women to pursue top positions and bridge the gap between men and women in leadership roles. Thank you to the women who attended and participated in our International Women's Day lunch. May your advice and thoughts be widely read, shared, and continue to make a difference for women in the workplace and beyond. --- ### Women in der Verlagslandschaft – Es war eine Männerwelt URL: https://www.taboola.com/taboola-life/es-war-eine-mannerwelt/ Last Modified: 2025-01-14 14:36:25 Im täglichen Miteinander ist es hilfreich, manches Mal inne zu halten, sich umzusehen und einander anzuerkennen. So bekommen wir Einblicke in die Erfahrungswelt unserer Mitmenschen und lernen durch das Austauschen von Ideen. Das gilt nicht minder zum Internationalen Frauentag, der weltweit jedes Jahr am 8. März begangen wird. Die Ursprünge dieses Tages gehen auf die Emanzipation einer Bewegung von Arbeiterinnen zurück. Und auch heute ist die Arbeitswelt einer der zentralen Schauplätze im Leben von Frauen und all jenen, die sich selbst als weiblich lesen, an denen der langwierige und überfällige Wandel spürbar ist. Denn lange übt es sich, alte Strukturen aufzuweichen und Denkmuster zu aktualisieren. Strukturelle Ungerechtigkeit beginnt bei ungleichen Kriterien und ausbleibender Flexibilität, die wiederum Hürden und Ungerechtigkeit verursachen. Und selbst den eigenen Erwartungen, wir z.B. alle Erschwernisse im Alleingang meistern zu wollen, kann die verinnerlichte Ungleichbehandlung zu Grunde liegen. #BreakTheBias lautet das Motto zum International Women's Day (IWD) in den USA. Der Aufruf, richtet sich an uns alle, sinngemäß existierende Vorurteile zu durchbrechen. In diesem Sinne setzen wir uns bei Taboola für eine Welt ein, die auch in professioneller Hinsicht vielfältig, gleichberechtigt und inklusiv ist. Eine unserer Bestrebungen ist es, im öffentlichen Austausch von Ideen zu stehen und fortlaufend die Perspektiven unserer viel geschätzten Partnerinnen und Kolleginnen abzubilden. Welche Erfahrungen haben sie auf ihrem Weg gemacht und welche Erkenntnisse können sie teilen, die Anregungen dazu geben, verinnerlichte Vorurteile aufzubrechen? Dieses Jahr haben wir den Weltfrauentag zum Anlass genommen, drei Perspektiven erfolgreicher Führungspersonen abzubilden: Aus der Verlagsbranche geben uns Corina Lingscheidt, Geschäftsführerin bei MM New Media GmbH, und Milena Schmid, Marketing- und Vertriebsleiterin Digital bei MHS Digital GmbH, ganz persönlichen Einblicke in ihre Ideen- und Erfahrungswelt. An der Schnittstelle zwischen Technologie- und Publisherbranche spricht unsere Kollegin Bea Böhret, Group Account Director, Central Europe and Emerging Markets, Taboola. Wir freuen uns sehr, kurz innezuhalten und in die Antworten dieser drei inspirierenden Stimmen einzutauchen. ## Corina Lingscheidt, Geschäftsführerin, MM New Media GmbH Was war der beste Ratschlag, den Du in Deiner eigenen Karriere erhalten hast und der dir geholfen hat, eine Führungsposition im Verlagswesen zu erreichen? Mir hat weniger ein bestimmter theoretischer Ratschlag als vielmehr ein konkretes Job-Angebot (verbunden mit großem Vertrauen) geholfen. Mein erster Chef hat mir den Einstieg in die Geschäftsführung in der Medienwelt ermöglicht, indem er mich mit Mitte 20 unvorbereitet ins kalte Wasser geworfen hat und mich die Elternzeitvertretung für den vorherigen Geschäftsführer hat machen lassen. In diesem Jahr haben wir beide gemerkt, dass das sehr gut funktioniert und mir großen Spaß macht – und aus einem Jahr wurden schnell 10 Jahre. Corina Lingscheidt, Geschäftsführerin, MM New Media GmbH Die Ratschläge waren implizit, indem mir immer signalisiert wurde: Nicht „overthinken“, einfach machen. Du kannst alles in der Praxis lernen, trau dich. Dabei hatte ich nie das Gefühl, dass wegen meines Alters oder Geschlechts an mir gezweifelt wurde. Es ging immer nur um Fakten, Zahlen und Ideen. Das hat mir Selbstbewusstsein gegeben und bedeutet mir bis heute sehr viel. Welche Veränderungen sollten in der Gesellschaft bedacht und umgesetzt werden, um die Ungleichheit der Geschlechter in Führungspositionen zu verringern? Wie können Männer zu besseren Verbündeten und Verfechtern der Geschlechtergleichstellung im Verlagswesen werden, insbesondere solche in Führungspositionen? Meinen männlichen Kollegen würde ich raten, ambitionierte Frauen viel selbstverständlicher für sämtliche Führungspositionen in Betracht zu ziehen, angemessen zu bezahlen und zu hoffen, dass sie es sich dann leisten können, nicht automatisch immer hinter dem besserverdienenden Partner in der Care-Arbeit zurückzustecken. Nur so kann meines Erachtens der Teufelskreis der selbsterfüllenden Prophezeiung durchbrochen werden. Wenn wir nämlich weiter davon ausgehen, dass (nur) Frauen irgendwann in ihrem beruflichen Leben für längere Zeit wegen Kindern, Pflege in der Familie o.ä. aussteigen, während Männer die Care-Arbeit zuhause auslagern, werden viele qualifizierte Frauen nicht mit gut bezahlten Positionen bedacht und werden in der Folge sicher weiter häufiger zuhause bleiben, wenn es sich aus gesamtfamiliärer Sicht eben anders nicht rechnet. Ich würde mir auch als Arbeitgeberin wünschen, dass ich irgendwann eine Gleichverteilung bei den Eltern- und Teilzeitanträgen sehe. Wenn noch viel mehr Väter familiäre Auszeiten nehmen würden, wäre das Risiko und Stigma zwischen den Geschlechtern fairer verteilt. Dann gäbe es auch keinen Grund mehr auf der Arbeitgeberseite, sich im Zweifel doch lieber für einen „ausfallsichereren“ Mann in der Führungsposition zu entscheiden. Da sind wir aber noch lange nicht, wenn laut Erwerbspersonenbefragung Januar 2022 des WSI-Instituts jede fünfte Mutter im Januar ihre Arbeitszeit reduziert hat, um Kinder zu betreuen. Bei den Vätern ist es jeder zwanzigste. Was hättest Du in Deiner eigenen Laufbahn anders gemacht, um mehr Zufriedenheit bei der Arbeit zu erlangen und den eigenen Weg noch erfolgreicher zu gestalten? Kannst Du uns erzählen, welche Herausforderungen dir dabei begegnet sind und was Du aus ihnen gezogen hast? Die größte Herausforderung für mich (wie auch für so viele andere Frauen und Männer) bisher war und ist die Vereinbarkeit von Beruf und Familie. Wir haben zwei kleine Kinder im Alter von 3 und 4 Jahren, die in stressigen beruflichen Zeiten geboren sind. Ich habe mich bei beiden entschieden, keinen vorgeburtlichen Mutterschutz und keine Elternzeit zu nehmen. Bei beiden Kindern habe ich nur acht Wochen ausgesetzt, war auch im Wochenbett erreichbar und habe danach direkt wieder Vollzeit gearbeitet. Ich bin aber auch privilegiert mit einem tollen, ähnlich verdienenden Ehemann, der seine eigene Karriere hinten angestellt und über ein Jahr Elternzeit genommen hat. Seitdem haben wir Hilfe durch Au-pairs und wertschätzen die etwas knappere Zeit, die wir mit unseren Kindern haben, beide dafür sehr. Ich bin mir durchaus auch dessen bewusst, dass andere berufstätige Frauen nicht so viel Unterstützung haben und wahrscheinlich die Augen verdrehen, wenn ich von meinen Erfahrungen erzähle. Mein gesellschaftliches Ideal ist dabei auch gar keine Welt, in der sich alle Frauen beruflich wie Männer verhalten. Ideal wäre es für mich schon, wenn Frauen und Männer endlich gleich bezahlt würden und so frei und ohne finanzielle Weichenstellung aushandeln könnten, wer wann wie lang unter welchen Umständen im Job zurücksteckt. Denn was ich traurig finde: Dass so viele clevere Frauen erklären, dass sie lange Elternzeiten nicht etwa nur deshalb allein nehmen, weil sie das wollen, sondern weil sie „müssen“, da der Partner deutlich mehr verdient. ## Milena Schmid, Marketing- und Vertriebsleiterin Digital, MHS Digital GmbH Wie siehst du als Frau in einer verantwortungsvollen Position bei einem Publisher die Fortschritte, die die Branche in den letzten zehn Jahren in Bezug auf bewusste oder unbewusste Vorurteile gegenüber Frauen gemacht hat? Wie siehst du die Entwicklung in den nächsten zehn Jahren? In den letzten 2 Jahren bemerkt frau eine deutliche Veränderung in der Wahrnehmung ihrer Rolle und Positionierung in der Medienlandschaft. Unterschiedlichste Ereignisse in der Gesellschaft und der Medienlandschaft führen dazu, dass das Thema Diversity mehr Gewicht erhält. Konsequenz davon muss aber auch sein, dass noch mehr Veränderungen tatsächlich stattfinden und nicht nur in schöne Worte verpackt werden. Milena Schmid, Marketing- und Vertriebsleiterin Digital, MHS Digital GmbH Beispielsweise sehe ich immer noch ein Gender Pay Gap, deutlich mehr Männer in den Geschäftsführungsebenen. Aber auch im täglichen Doing miteinander fällt auf, dass Männern immer noch mehr zugetraut wird und ihnen häufiger die Erfolge zugesprochen werden. Ich bin jedoch guter Dinge, nach den rasanten Entwicklungen der jüngsten Vergangenheit, dass wir die nächsten Jahre in diesem Tempo weiterhin gut nutzen werden. Dafür ist das Zutun eines jeden erforderlich. Was war der beste Ratschlag, den du in deiner eigenen Karriere erhalten hast und der dir geholfen hat, eine Führungsposition im Verlagswesen zu erreichen? Auch „Ecken und Kanten“ zu zeigen, die eigene Meinung zu vertreten, auch wenn diese nicht unbedingt populär ist bzw. auch nicht von „anderen“ mehrheitlich geteilt wird. Als Frau eckt man damit zwar immer noch mehr an als Männer, wird aber auf die Zeit gesehen damit auch wahrgenommen und kann die eigenen Themen so ebenfalls besser positionieren. Welche Veränderungen sollten in der Gesellschaft bedacht und umgesetzt werden, um die Ungleichheit der Geschlechter in Führungspositionen zu verringern? Wie können Männer zu besseren Verbündeten und Verfechtern der Geschlechtergleichstellung im Verlagswesen werden, insbesondere solche in Führungspositionen? Das Wichtigste ist das Bewusstsein, dass die Rollen noch nicht gleichberechtigt sind und dass hier noch ein Weg vor uns liegt. Um ein Gleichgewicht an Geschlechtern in Führungspositionen herbei zu führen, müssen die Stellen ebenfalls für Frauen attraktiv gestaltet sein. Im Hinblick auf die Unterstützung von Männern glaube ich, dass es wichtig ist, dass wir uns gemeinsame Ziele setzen und diese konsequent verfolgt werden. Ggf. kann es hilfreich sein hier konzernweite Ziele zu bestimmen, um eine nachhaltige Veränderung beizuführen. Unabhängig von vorgegeben Zielen, kann es für Männer in Führungspositionen schon ein Anfang sein, eine SparringspartnerIN zu wählen. ## Bea Böhret, Group Account Director, Central Europe and Emerging Markets, Taboola Wie siehst du als Frau in einer verantwortungsvollen Position die Fortschritte, die in der Publisher- als auch Technologiebranche in den letzten zehn Jahren in Bezug auf bewusste oder unbewusste Vorurteile gegenüber Frauen gemacht wurden? Wie siehst du die Entwicklung in den nächsten zehn Jahren? Ich bin mir nicht sicher, ob es die Vorurteile gegenüber Frauen allgemein sind oder eher die Vorurteile gegenüber bestimmten Lebensumständen, in denen sie sich befinden – z.B. im Familienleben und/oder mit Kindern. Und damit jene Vorurteile, die behaupten, Frauen seien in diesen Lebensumständen weniger leistungsfähig oder flexibel. Bea Böhret, Group Account Director, Central Europe and Emerging Markets, Taboola Manches verändert sich bereits, Männer übernehmen heutzutage mehr Verantwortung in Familien. Damit wächst das Bewusstsein für die Notwendigkeit des Zusammenwachsens privater und beruflicher Lebensbereiche und für mehr Flexibilität. In meinen Teams habe ich daher keine Unterschiede gemacht und die Möglichkeit genutzt, mit vielen Eltern unterschiedliche Modelle umzusetzen. Dabei ist Teilzeit natürlich ein großes Thema, das in vielen Unternehmen immer offener angenommen wird. Ich hatte den Vorteil, dass ich in offenen, jungen und innovativen Unternehmen arbeiten durfte, in denen mir kaum Vorurteile begegneten. Ich habe viele Frauen gesehen, die einen guten Karriereweg eingeschlagenen haben und habe auch selbst viele Frauen in Führungspositionen befördert. In Gesprächen mit Mitarbeitenden aus anderen, eher etablierten Unternehmen bemerkte ich, dass die Mühlen dort langsamer mahlen und manche stark an alten, früher gängigen Modellen festhalten. Da ist dann sicher ein grundsätzlicher Reformbedarf, um auch die langjährig beschäftige Belegschaft auf neue Wege und in zeitgemäße Denkweisen mitzunehmen. Mit Blick auf die nächsten zehn Jahre denke ich daher, dass die Arbeitsmodelle sehr viel flexibler werden müssen und noch mehr daran gearbeitet werden muss, Privat- und Berufsleben in Einklang zu bringen. Ich wünsche mir weniger allgemeingültige Standards und damit mehr Lösungen für einzelne Kolleg:innen in ihren individuellen Positionen. Damit sich auch geschlechterbezogene Vorurteile überholen. Es ist mir heute schon egal, ob Eltern aus meinem Team um ihrer Kinder willen Verpflichtungen nachgehen oder sich Kolleg:innen um ein privates Hobby zu bestimmten Terminen kümmern wollen. In der Zukunft geht der Fokus weg davon, Frauen zu ihren individuellen Lebensumständen zu bewerten, hin zu dem Ideal, dass jede:r berücksichtigt wird und es keine Bevorzugung oder Benachteiligung gibt. Was war der beste Ratschlag, den du in deiner eigenen Karriere erhalten hast und der dir geholfen hat, eine Führungsposition in der Technologie- und Publisherbranche zu erreichen? Die hilfreichsten Erkenntnisse sind eher eigenen Erfahrungen entsprungen. Ich habe gelernt, mich nicht darauf auszuruhen, Notwendigkeiten anderen zu überlassen oder darauf zu hoffen, sie fielen mir einfach in den Schoß. Eher habe ich gelernt, auf die eigenen Fähigkeiten zu vertrauen, diese weiter auszubauen und mit Leidenschaft an den eigenen Aufgaben zu arbeiten. Daher denke ich, es ist wichtig, sich immer zu trauen, die eigenen Ideen und Ansätze zu zeigen, Fragen zu stellen und Präsenz zeigen. Wenn du dich für etwas engagierst, dich in Themenbereichen auskennst oder Ideen hast, dann zeige sie und bringe dich aktiv mit ein. Woher soll das Umfeld sonst wissen, dass hier jemand ist, der super relevant und wichtig für einen Bereich ist? Für mich kamen damit immer neue Möglichkeiten auf und neue Bereiche, in denen ich mich engagieren und entwickeln konnte. Was hättest du in deiner eigenen Laufbahn anders gemacht, um mehr Zufriedenheit bei der Arbeit zu erlangen und den eigenen Weg noch erfolgreicher zu gestalten? Kannst du uns erzählen, welche Herausforderungen dir dabei begegnet sind und was du aus ihnen gezogen hast? Eine meiner wichtigsten Erkenntnisse: Man kann nicht auf allen Festen tanzen und nicht alle Baustellen zu 100 % bedienen. Besonders, wenn es Familie oder Menschen gibt, die einen wichtigen Teil des eigenen Lebens ausmachen, wird das unmöglich werden. Zu Beginn meiner Karriere bin ich alles mit großem Perfektionismus angegangen und mit dem Anspruch, alles nach bestimmten Ansprüchen erfüllen zu müssen – the perfect working mom with 100 arms, brains, legs and hearts. Das führte auf Dauer zu Frust, weil nichts zur eigenen Zufriedenheit gelingt und das unglaublich stresst. Heute versuche ich immer wieder neu zu priorisieren, auszusortieren und den Fokus auf ausgewählte Punkte zu legen. Es erfüllt mich dann, wenn ich viele Dinge zu meiner Zufriedenheit umsetzen konnte, andere aber auch mal mit weniger Prio nebenher laufen. Daraus ergeben sich keine Katastrophen und zu einem anderen Zeitpunkt kann sich der Fokus auch wieder verschieben. So habe ich immer einzelne Themen, die ich als meine persönlichen Erfolge feiern kann und versuche, hierbei eine Balance zwischen privaten und beruflichen Bereichen zu halten. Auch wenn das natürlich nicht immer optimal ausgewogen ist und sich der Schwerpunkt mal auf der einen oder anderen Seite gewichtet. Damit man mit der Einstellung auch im Job erfolgreich ist, geht es sehr viel um Transparenz und zu verdeutlichen, an welchen Themen man gerade warum arbeiten und diese im Fokus liegen. Man kann nicht zu allem „ja“ sagen und sollte alle Themen irgendwo in der persönlichen Roadmap einsortieren können. So fällt es auch leichter, den Kolleg:innen, Teams und Vorgesetzten die jeweils eigene Agenda darzustellen und es führt zu mehr Akzeptanz und Klarheit im täglichen Umgang. --- ### TogetHER: Taboolars Share Ways to Break Gender Biases for International Women’s Day URL: https://www.taboola.com/taboola-life/together-well-break-the-bias/ Last Modified: 2025-01-14 14:36:25 "Celebrating the past, planning for the future." This was the first International Women's Day theme adopted by the U.N. in 1975 to honor women. Since then and throughout history, women all over the world have gone on to break the barriers and bias against their gender and do great things. Women like Politican and Women's Rights Advocate Clara Zetkin. Chief Funmilayo Ransome-Kuti. The women of the Aba women's riot (Ogu Umunwanyi). These women have fought for the right to live freely, to vote, to be heard, and to be protected. Despite all the great strides towards gender equity taken by women, there are still many biases that have yet to be broken. In 2021, only 26% of all CEOs and managing directors were women. This year, the International Women's Day (IWD) theme is #BreakTheBias. The U.N. urges us to shun the harmful gender prejudice in our society and break the biases we carry both individually and as a whole. In celebration of IWD and in support of this year's theme, we interviewed some women employees (affectionately known as Taboolars) on different areas of their lives to discover how they are breaking gender biases in their own way. https://youtu.be/5Ykc8fj3FJY ## Area of study Aama Harwood, an Advertising Account Manager in New York, studied Biology (pre-med) with a focus on botany. At the time, she wanted to be a doctor who focused on plant medicine, a career that breaks not only gender stereotypes but many medical stereotypes as well. This background is shared by Mariana Lopes de Jesus, Advertising Account Management Team Lead for LATAM. Mariana studied cinema at university, a world where all men want to be directors. "...they don't want to be producers, art directors or costume designers or makeup artists. Either they are photographers or directors, so it is a struggle for women to impose themselves and occupy these spaces," says Mariana. ## Career Bar Rubin, a computer science major and Software Engineer working from Tel Aviv, tells us about her experience in the workplace and school. She says that computer science is a male-dominated area of study, and she has encountered that bias in her career as well. "As a new developer, I like to learn new technologies. In my team, there are five people and I'm the only female." - Bar Rubin, Software Engineer, R&D This is also the case with Karen Palman, a R&D Team Leader working from Israel. She studied Geophysics in school, which proved to be a career path dominated by males. She also sees this in her job, saying: "I'm in a manly environment. In many of my Zoom meetings I'm the only woman." ## Family For Advertising Account Management Director Brenda Chung, who works from APAC, breaking gender bias is something she is familiar with. She works while her husband stays home to take care of the children and run the family. According to Brenda, this is not typical in Asian culture, and she has faced some criticism as a result. "There are still a lot of biases toward stay-at-home dads and working moms. I am proud that we are raising two strong girls. I wish the world to be an open and inclusive place for them when they grow up, so they can be whoever they want to be, kids, no kids, work, stay at home, marry whoever, etc." - Brenda Chung, Director, Advertising Account Management ## Hobbies "I love football! I have been to multiple Euro cups, World Cup, and FA and Champions League games. I think it's often overlooked that women can also like typically male sports." This comes from Anya Libova, a Publisher Sales Director working from London. For Roxanne Becker, who is a Publisher Account Management Team Lead for EMEA, breaking the bias is as simple as doing strength training, parkour, climbing, and Olympic rings. "... strength training and parkour are not something we attributed to women in the past, but I am happy to see more and more women getting into it. It's so empowering. Let's have more of that!," she says. ## Celebrating International Women's Day with Women Living Their Lives the Way They Want These women are breaking gender bias in different ways, forging different paths, and living their lives as they want. This is what the theme of this year's IWD celebration is all about. When it comes to the workplace, there is a lot that can be done by organizations to help break down the barriers between genders at work, including teaching employees about what constitutes sexual harassment, and creating employee networking initiatives and employee resource groups. From mentoring programs to corporate retreats, there are many ways to foster growth, create opportunities, and provide exposure for women in the workplace. It may not be obvious to all, but gender biases and stereotypes are deeply rooted in our society, and influence the way we work — from the way we hire, to our daily relations. Imagine a world free of bias, of stereotypes, and of prejudice. 🥂 to breaking the biases around us, and creating meaningful engagements while at it! --- ### How Taboola is Honoring International Women's Day and Women's History Month Globally URL: https://www.taboola.com/taboola-life/iwd-2022/ Last Modified: 2025-01-14 14:36:25 It's officially US Women's History Month! Throughout the month, accomplishments of women from our past and present will be celebrated — especially the contributions that are often overlooked. On March 8th, International Women's Day (IWD), people from across the globe will advocate for a gender-equal world. This year's IWD theme is #BreakTheBias and Taboola is honored to take part in this collective initiative. We'll be spreading awareness for a world that is diverse, equitable, and inclusive. In the US, we'll be coming together to promote a world free of bias, stereotypes, and discrimination through virtual and in-person events. In London, we'll be hosting a lunch for female leaders in the publishing and advertising space, where we plan on collecting and compiling advice for other women starting in relevant industries. Our London office is also playing host to The Women in Programmatic Network’s IWD event, welcoming 200+ guests and speakers including the world’s first female fighter jet pilot. Our virtual webinar in India, which is taking place on March 8th, International Women’s Day, will be a roundtable talk in partnership with the Internet and Mobile Association of India (IAMAI). Kalli Purie, Vice Chairperson of India Today Group, Monaz Todywalla, CEO of PHD Media, Priti Murthy, President of GroupM Services, and Suparna Singh, President of NDTV Group will discuss career development, breaking down barriers, and more. Anyone can register for 'EmpowerHER: Women Leaders share their journeys.' here. Additionally, we'll be partnering with Women in Tech on March 7th in Israel as part of our WOMMUNITY mentorship program. Women industry leaders (which are all Taboolars!) will be speaking about their experiences and empowering women who want to break into the field. It's important for women to empower other women. In doing so, we can help #BreaktheBias and bridge the divide for women in tech. When women see people who look like them in their desired industry, it encourages them to break barriers, too. Through our mentorship program, roundtable, and other global initiatives, we hope to inspire women and teens to start their own career journeys with confidence. Ahead, read a few statistics about women in the workforce to inspire and empower you to pave your own work path. - 33% of women have reported that they are engaged in their work, compared to 28% of men. - Women in America earning degrees has quadrupled since 1970. - Between 1997 and 2014, the total number of women-owned businesses in the United States increased by 68 percent. - Women's representation had improved across most of the corporate pipeline at the end of 2020. Women account for 47.7% of the global workforce and hold 50.04% of all jobs in the US, according to Team Stage. Still, we are pushing for women to recognize their ability to do more than an entry-level job or unpaid labor. The future looks bright though as women continue to ask for more of what they deserve and push for equality. We hope to move the needle, even more, this month with your participation and support! Follow Taboola on Facebook, Instagram, Twitter, and LinkedIn to keep up with our initiatives in real-time. --- ### Parental Leave at Taboola: A 2023 Update URL: https://www.taboola.com/taboola-life/parental-leave-at-taboola-a-2023-update/ Last Modified: 2025-01-14 14:36:26 Taboola offers generous parental leave policies, supporting caregivers with up to 26 weeks paid leave. Between live births and adoptions, in the United States alone 10,000 children join a family on an average day. Parental leave is an important consideration for employees and employers alike. A Society for Human Resource Management survey found that most employers consider paid leave important to employee health and wellness, recruiting, and retention. Parents, particularly mothers, without access to paid leave are much more likely to leave their positions within a year of giving birth. With this in mind, Taboola is excited to reiterate our global parental leave policies. Taboola considers employees who balance their careers while raising their families to be the ultimate rockstars, especially during the early stages of the pandemic where many played the roles of professional, teacher, homemaker, entertainer, and so much more. Taboola truly values these employees and is dedicated to creating a supportive and inclusive work environment that ensures caregivers are able to return to work energized and supported through its global parental policies. ## The Basics For Primary caregivers, Taboola provides: - 26 weeks of paid leave, consecutive from the date of the child’s birth or adoption - Return-to-work flexibility: primary caregivers have the option to work at 80% while receiving full-time pay for their first two months back. For Secondary caregivers, Taboola offers paid leave based on tenure in the company: - Employees in their first year of employment are entitled to two weeks of paid parental leave. - Employees in their second year are entitled to four weeks of paid parental leave. - Employees in their third year of employment and onwards, are entitled to eight weeks of paid parental leave. Employees that are entitled to eight weeks of leave may choose to take it in two separate four-week periods or all at once. Where applicable, Taboola employees can stack these benefits with those offered on the federal and state level. In some cases this may result in enhanced benefits in states which provide an additional funding pool, which may be used by secondary caregivers after Taboola’s paid parental leave is exhausted. According to CNBC analysis of parental leave research published out of Ball State University in 2020, Taboola’s policies far exceed the Fortune 500 corporate average of 10 weeks paid leave offered to mothers and five weeks of paid leave offered to fathers. A 2019 analysis published by the same researchers found that companies with gender-equal policies, like Taboola’s, average less than eight weeks of paid leave for all parents. Visit Taboola’s Career page for more information about work-life policies at Taboola, or reach out to a Careers colleague. --- ### Coding for a Cause: Taboola Joins Girls Who Code for Virtual Volunteering Event URL: https://www.taboola.com/taboola-life/girls-who-code/ Last Modified: 2025-01-14 14:36:26 Messages like “My turtle is working overtime," and “Finally, 't.pensize' choose the size of the pen" might appear to be a nonsensical word salad — unless you were part of a recent virtual event led by Taboola and Girls Who Code (GWC). This month, as part of our financial support of GWC, Taboola participated in a National Day of Service (DoS) event for Computer Science Education (CSEd) week. Taboolars from Mexico to New York volunteered their time to work with elementary and high school students on virtual coding projects over Zoom — continuing our support of diversity, equity, and inclusion (DEI) initiatives. GWC was founded in 2012 to close the gender gap in tech. Today, women make up just 21 percent of students with degrees in computing and 25 percent of the tech workforce. GWC aims to change that by helping students access computer science education opportunities, building pathways to careers in tech, and changing the culture around women in tech. In just nine years, GWC has reached more than 450,000 students through its programming. Its cohort of college-aged or post-college aged alumni is now nearly 90,000 strong. Here's a look inside the event that brought Taboola and GWC together for a good cause. ## A Commitment to Diversity and Inclusion GWC aligns with Taboola's focus and commitment to DEI practices in our hiring, employee experience, and community outreach. As an ad tech company, it's also a perfect fit for what we do. That's why Taboola donated $25K to GWC this year. Instead of sending physical gifts to clients and partners, we felt this was a more appropriate and impactful holiday gift to cap off the year. Taboola employees also had an opportunity to work with GWC students directly and see the impact of the organization first-hand through our joint virtual event. ## Using Code to Learn Something New The event spanned about two hours and, since it was virtual, volunteers were able to participate from anywhere in the US — no prior coding knowledge required! Taboola employees are allotted a total of eight PTO hours for volunteer work per year. Many Taboolars were excited to participate in GWC's National DoS event, which included: - An icebreaker to welcome volunteers and students - A brief training session to bring volunteers up to speed on GWC's educational values, what to expect, and how to get the most out of this chance to meet students - A collaborative project designed by GWC and Share Out 3-5th-grade students personalized a maze game in Scratch - 6-12th-grade students created their own spiral patterns in Python using simple commands and the Python turtle library The event took at least one Taboolar back to her school days. Montserrat Berlango, Advertising Account Manager, said: "I really enjoyed participating in the GWC session. As an attendee it reminded me of when I was younger when I did the same activity with crayons and stencils. It was such a nice feeling doing the same activity but using code while learning something new." ## Supporting the Next Generation of Tech Leaders This event was just the latest in Taboola's ongoing efforts to support future generations of coders, engineers, and change-makers in tech. We look forward to spending more time with GWC in 2022 and beyond. Who knows? There may even be a future Taboolar in the group! As Rob Hitt, Operations at Scale Developer for Publisher Professional Services at Taboola, said: “I always wished I had someone encouraging me to get into coding earlier in life. It makes me happy to give encouragement back to others to hopefully help people fulfill their future goals and aspirations." --- ### Active Allyship: June Sarpong & Jasmine McElroy on DEI in Tech Today URL: https://www.taboola.com/taboola-life/uk-black-history-month-2021/ Last Modified: 2025-01-14 14:36:26 The past year has seen greater visibility of and interest in initiatives related to Diversity, Equity, and Inclusion (DEI). But have these initiatives made a difference in the advertising, creative and tech industries? Under the official UK Black History Month 2021 theme, “Proud to Be Black in Tech", Marc Thomas, Managing Director of Taboola's EMEA region, posed that and other questions in a fireside chat with June Sarpong OBE, TV Presenter, Diversity Expert & Award-winning Author and Jasmine McElroy, Diversity & Inclusion Strategist. Here are their insights on the current state of DEI in the entertainment and tech industries and how organizations can better create a truly inclusive workplace culture. ## 1. Representation behind the camera is lacking Speaking from her extensive experience in the TV and media, Sarpong kicked off our candid conversation with insight into these industries. Sarpong expressed that Black representation on TV has increased over the past few years; however, it is still lacking behind the scenes. In the past, you could count the number of Black actors getting leading or supporting roles on TV on one hand, comments Sarpong. Things have come a long way since then, but she says there's still a lack of representation when you think about who's making and directing TV programming. “Where there is a huge problem still is behind the camera. The numbers are minuscule in terms of diverse talent actually writing, directing, and producing shows. And even those that are there haven't been given the types of opportunities that they deserve. So there's a long way to go." - June Sarpong However, Sarpong does see the artistic freedom given to people like director and producer Michaela Coel as a sign that things are slowly moving in the right direction. ## 2. The stars behind what you read, listen to, and watch, are diverse beyond the color of their skin While there may be more Black representation in the media, McElroy says there's still a lack of understanding of what that representation really means to viewers out there. To be truly representative, she suggests, program makers need to think about intersectionality: “Black people are not a monolith. Are we thinking about other identities, LGBTQ+ people, people with disabilities? I think there's a lot that has been done, but there's a lot more that needs to be done." - Jasmine McElroy ## 3. Inclusion is necessary for future-proofing Both speakers agreed that most companies in the tech and media world weren't created with inclusion in mind, and many have achieved success with largely homogeneous teams. But with changing demographics, Sarpong comments, this needs to change, otherwise organizations risk getting left behind. “It becomes about future-proofing your organization. The fact is that the world is changing. By 2030, over 40% of the world's young people will be from Africa. So if you are a global business, you better think about what your response is to that. This new generation is not going to accept the old sort of colonial way of doing things." - June Sarpong ## 4. Leadership needs to immerse themselves into the Black experience Sarpong adds that a prerequisite for supporting Black talent in tech is a new approach from leadership. “Take some time to get to know some Black people. Put yourself in an environment where you are the only one in the room, and get comfortable being uncomfortable. You'll understand what your colleagues experience daily when they are in boardrooms. That will inform how you then apply that in the workplace. And it will come much more naturally than something that's just a box ticking exercise." - June Sarpong ## 5. Focus on wellness and psychological safety McElroy adds that leaders must also create psychologically safe spaces where people who identify as Black can share their views. However, she cautions against putting the onus on Black people to deliver diversity solutions. “Black people didn't create racism. So I think it shouldn't be on us to fix it." - Jasmine McElroy She adds: "If you're benefiting from the system, whether you're the top level leader, somewhere in the middle or an individual contributor, there is something you can do. And starting with creating safe spaces to ask those questions and brainstorm will definitely help." ## 6. Modeling inclusive leadership is key Sarpong is clear that those in positions of power in the business world should lead by example to create more inclusive environments down the chain. But she cites England football manager Darren Southgate as a good example of both leadership and allyship: “He saw the racism that his colleagues experienced when he was a football player, and as a leader he doesn't shy away from this issue. The lads talk about racism and white colleagues and players truly take on board what their Black colleagues experience. And as a result of that, when something happens, they stand together." - Darren Southgate ## 7. Allyship has to be active "You are not an ally until you're accepted as an ally. You are an aspiring ally." - Jasmine McElroy Both speakers believe that being ally means actually doing something. For Sarpong, allyship in business is about seeing people of color as equals and doing the work to advocate on their behalf: “As someone that sees yourself as an ally, you are going to identify whatever barriers there may be, even in your department, that may prevent a colleague of color progressing, and you are going to work to remove that barrier. Even if that's all you do, that makes a difference." And McElroy adds that you can be an effective ally even if you're not in a leadership role: "Sometimes people are like, 'well, I'm not a leader. What can I do?' Share information with your Black colleagues." For example, lack of transparency in salary information often disadvantages Black colleagues. Sharing this information can break down that barrier. ## 8. Improve access to mental health resources Sarpong acknowledges the mental stress caused by racism, especially some of the covert racism Black people experience today, but she also pays tribute to Black people's resilience in thriving against unbelievable odds. That said, it's important to look at the impact. McElroy agrees, and says that it's a huge misconception to see a focus on mental wellness as something negative: “Focusing on wellness is not a thing of weakness at all. It's very much strength based." She'd like to see business focus on increasing access to mental health resources for Black people, whether that's on a person to person level or a company level. ## 9. Balance and open mindedness are key leadership traits for DEI improvements Looking ahead to improving DEI, McElroy says that leaders need to know what they don't know and use advisors to fill in any gaps. She adds that an open-minded, open-hearted approach will help positively influence DEI practice. “What we need to see in terms of leadership style is a balance and appreciation of all traits and attributes. I think with that we won't have the kind of unfair and unethical business practices that we sometimes see." - June Sarpong Get more insights on virtue signaling, tokenism and more in the full webinar recording. Register to watch now here! --- ### LGBT History Month: Must-See Movies, Books & Podcasts from Taboola Pride URL: https://www.taboola.com/taboola-life/honoring-lgbt-history-month/ Last Modified: 2025-01-14 14:36:26 In 1994, Missouri high school teacher Rodney Wilson gathered his fellow teachers and local leaders to discuss establishing a month to celebrate the contributions and history of the LGBT community. As October 11th was already recognized as Coming Out Day, the group felt October was a natural fit. Today, many countries have followed suit, and LGBT History Month is celebrated in October around the globe. To spotlight this month and highlight the heroes and struggles still faced by many in the LGBT community, Taboola Pride, Taboola's employee resource group, has compiled a list of some of their favorite movies, books, and audio series that have LGBTQ+ themes. Whether you want to be inspired, get educated, or have a good cry (or laugh!), there's something for everyone on this list. ## What to Watch Grab some popcorn, get comfy, and watch these movies and TV shows. Steven Universe The characters in this family-friendly cartoon are colorfully queer, very diverse, and boast some of the first LGBTQ+ representation in children's television without boiling their value down to their queerness alone. Steven Universe tackles the themes of love, loss, friendship, sacrifice, and growing up through the eyes of a child who knows to seek goodness first. Recommended by Rob McNeil, Product Marketing Manager, US Gameboys In this Pilipino web series set during the COVID-19 pandemic lockdown in Luzon, live-stream gamer Cairo loses a game to one of his fans, Gavreel, who subsequently reveals he is in love with Cairo. The two boys form a bond and face challenges navigating relationships with friends, family members, and exes before eventually meeting in person. Cairo must also come to terms with his past and deal with the pandemic's toll on his family. Recommended by Sefy Cnaany, QA Engineer, Video, Tel Aviv But I'm a Cheerleader This 1999 satirical rom-com is an LGBTQ+ cult classic with a fantastic cast, including Natasha Lyonne and RuPaul. You'll laugh your way through the film, which follows a cheerleader who gets sent to a gay conversion camp because her parents believe she is a lesbian. The twist: everyone knows she is but her. Despite the camp, she falls in love and discovers who she really is. Recommended by Stacey Delaney, UK Country Manager, London ## What to Read Turn on some lights, cozy up with a blanket and grab your favorite reading device. The Deviant's War: The Homosexual vs. the United States of America by Eric Cervini This book tells the story of Frank Kameny, who became one of the most notable gay rights activists. In 1957, Kameny was working as an astronomer for the US Defense Department. When some leaders at the Pentagon suspected he was gay, they subjected him to humiliating interviews and subsequently fired him. He fought back, taking on the government and filing the first civil rights claim based on sexual orientation. Recommended by Adriano Orlando, Content Reviewer, Tel Aviv The Great Believers by Rebecca Makkai This tale of two stories begins in 1985 at the height of the AIDS epidemic. In Chicago, Yale Tishman's career is about to take off as he secures a fantastic collection of paintings for the gallery where he works. At the same time, his personal life begins to crumble as many of his friends, including his best friend Nico, die from AIDs. Soon, Fiona, Nico's sister, is his only friend still alive. Three decades later, Fiona travels to Paris. As she searches for her estranged daughter, she is forced to confront how the AIDs crisis impacted her life and relationships. Recommended by Yven Gonnet, Team Lead, SMB Publisher Sales, London Girl, Woman, Other Winner of the Booker Prize, Girl, Woman, Other, is a composite of twelve individual stories that offer insights into what it's like living as a Black woman in the LGBTQ community. It spans different stages of British history and explores sexuality, privilege, and aging, with the stories cleverly intertwining into an incredible ending. Recommended by Katherine Pickles, Product Marketing Manager, London ## What to Listen to Find a quiet nook or pop in your headphones and delight your ears (and mind!). The Myth of Homosexual Decriminialisation Peter Tatchell examines what has happened in the decades since the 1967 Sexual Offences Act, which legalized homosexuality in the UK, and the continuing battle the LGBT community faces as it strives for equal rights. Recommended by David Belford, SMB Publisher Account Manager, London Smalltown Boy (Kele Cover 2021) Originally sung by the openly gay British synthpop trio Bronski Beat, Smalltown Boy describes the story and emotions of a boy who leaves his parents' home when his sexuality is revealed to them. Several artists have covered the song, but the Kele cover has a raw and personal quality that makes every second of the song powerful. Recommended by JC Gombeaud, SVP Marketing, Connexity, London Thinking Straight (Stories of our times) This six-episode podcast exposes the secretive practice of 'conversion therapy' in the UK. Reporter Emily Sargent goes undercover and records therapy sessions to bring light to what is happening in Britain at a time when the government promised to end the controversial practice. You'll also hear stories from others who have been subjected to this therapy and learn about the healthcare system for trans people. Recommended by David Belford, SMB Publisher Account Manager, London --- ### Taboola Marks UK Black History Month with "Proud to be Black in Tech" & Mentorship URL: https://www.taboola.com/taboola-life/taboolainculture-taboola-black-honor-black-history-month/ Last Modified: 2025-01-14 14:36:26 In celebration of the UK's Black History Month, Taboola's employee resource groups (ERGs) TaboolaInCulture and Taboola Black are running multiple initiatives in the UK, such as a “Proud to be Black in Tech" fireside chat between UK and US industry leaders June Sarpong OBE, TV Presenter, Diversity Expert & Award-winning Author (UK), and Jasmine McElroy, DEI Strategy Expert (US), alongside a video series spotlighting multicultural leaders within Taboola. We invite you to register for the webinar here. However, we wanted to take our initiative a step further by creating an internal mentorship programme called MyMentor, focused on providing support and career guidance for our staff members from multicultural backgrounds through 1-to-1 mentoring from senior colleagues at Taboola. Devising this programme began with a brainstorming session with our ERG members on what they would like to gain from a mentor. From there, we created a framework with guidelines on the mentor/mentee relationship. We also found this initiative to be a great opportunity to offer reverse mentoring, which is the principle of bringing together junior employees from diverse backgrounds with senior executives. The mentee acts as a mentor to the more senior person to help them be more aware and have a greater understanding of how privilege, bias and systemic barriers can affect career opportunities and day-to-day experiences. Mentoring has numerous benefits to both the individual and the organisation, 71% of Fortune 500 companies have mentoring programs, resulting in: - Increased retention - 94% of employees said they would stay at a company longer if they were offered opportunities to learn and grow. - Increased productivity - 67% of businesses reported an increase in productivity due to mentoring. - Positive impact on profits - 55% of businesses felt that mentoring had a positive impact on their profits. - Increased diversity - Mentoring programs boosted minority representation at the management level from 9% to 24%. - Increased retention - Top reasons for millennials wanting to quit their jobs are 'Not enough opportunities to advance' at 35% and 'Lack of learning and development opportunities' at 28%. Organisations like Taboola that support employee-beneficial initiatives and provide a platform for minority staff members build a stronger culture that's more connected, engaged, and filled with people who want to grow within the organisation and make a difference. --- ### How Taboola is Bringing Work from Home to Life for New Employees URL: https://www.taboola.com/taboola-life/taboola-is-bringing-work-from-home-to-life/ Last Modified: 2025-01-14 14:36:27 The last 18 months have been a challenging time, not least for growing companies looking to recruit and onboard the brightest talent in the face of remote working. At Taboola, we have worked hard to create and implement an onboarding process that closely replicates the in-person experience, making new hires feel welcome and part of a supportive and collaborative team — albeit a remote one. "Taboola gives you all the tools, trainings, and information you need to do your job. And if you forget something or are stuck, there are so many people willing and able to help you out. You are supported!" - Justine Akbari, Account Manager, Enterprise Publisher (US-NYC) It's a process that begins before the first day of work. New hires are sent a laptop and welcome basket, along with the necessary resources for starting their role. Justine Akbari, Account Manager, Enterprise (US-NYC) joined Taboola in March 2021, and says good communication and virtual meetings helped to avoid any confusion and nervousness. “My computer arrived a couple of days early. Then we had meetings with HR and IT for the technical onboarding and paperwork, followed by a full schedule of videos to watch, live training, and group meetings with my Account Director and other new hires. It's honestly been the most robust, thoughtful, and meaningful onboard I've ever had." Ensuring that new employees are correctly resourced for working from home has been an important focus at Taboola. Taboola provides an allowance to ensure employees have all the tools they need to work comfortably. “I love how ergonomic my home office is," says Martina Lehner, an SMB Media Account Manager (DACH) who joined in February 2021. “I have a laptop holder, height-adjustable desk, and back-friendly chair. The stipend was great as I could use it freely to equip my home office to meet my requirements, which might differ from my colleagues." With new Taboolars joining from various industries, it is also key to offer initiation into the fast-moving online advertising industry. Martina previously worked in another field of online advertising: "I had to adapt to native advertising and understand the dynamics of this channel within the online marketing strategy of my client. The real deep dive was with my colleagues from the EMEA team, each one of whom took some time to share their knowledge with me, showing me tips and tricks and best practices." "Have fun! You will get to know so many amazing people internally as externally. I've met so many advertisers who are super respectful and thankful for the support you provide." - Martina Lehner, Account Manager, SMB Media (DACH) The Taboola U and Business School play an important role in ensuring that new employees have a strong grasp of the sector too. Taboola U is a week of training for our new hires to learn all about Taboola; our business model, what teams support the sales org, day in the life, elevator pitches, deck certifications and much more. Since we have gone virtual, we have added elements of teamwork to keep the energy high and facilitate people getting to know each other in different markets and teams. After Taboola U, new hires attend role-specific training in Business School. This teaches new hires the knowledge, tools and sales competencies they need to do their job successfully. Tommy Lederer, SMB Publisher Account Manager (EMEA), who joined in March 2021, says these resources gave him an understanding of the wider business and how everyone works together. “I found the technical online courses particularly helpful, explaining Taboola's internal systems and workflows, such as Salesforce and Backstage." Many new employees have found the elevator pitch at the end of the Taboola U course the most challenging — and rewarding — module. As a recent hire, Yotam Cohen, SMB Publisher Associate Account Manager (US-NYC) says, “I asked for tips from my manager and other colleagues, and have succeeded in pitching it to at least five other people I have met since." Yotam was also enthused by learning about Taboola's suite of products, not least Explore More. “It shows publishers that we are not only creating products to monetize but to actually help with growing the audience." He adds that Taboola News also excited him. “The fact that Samsung picked us shows great things about the company and what we represent." "I felt that I could ask everybody in the team anything, which made the biggest difference for me. The morning meetings every day really helped me to get going and stay connected." - Sofia von Wedemeyer, Account Manager, SMB (DACH) But it's not all work, and we are acutely aware that remote working can mean missing out on some of the social aspects of being part of a dynamic and inclusive company. As well as regular online watercooler sessions, designed for Taboolars to chat informally to colleagues, we have created a number of virtual clubs, activities and challenges, from cooking classes to DIY competitions. Martina says her team meets almost everyday: “We get the latest updates on our team, but also chat about the latest series on Netflix. I've taken part in every watercooler session and it is lovely to meet not only people from the London office but also Taboolars around EMEA." She has also taken part in a number of activities. “I had a blast cooking with my colleagues virtually and sharing our compositions afterwards in our EMEA WhatsApp Group." Joining a new organization can be both daunting and exciting. At Taboola we strive to create an environment where passion and interest overrides any nerves. Tommy's advice to new hires is simple: “Arrive with a big smile and be ready to ask lots of questions — there is always someone to turn to, even virtually." Taboola was currently in the process of opening our offices internationally at the time this article was written. Taboola will continue to have a flexible, hybrid working model for those who enjoy working from home until further notice. If you're interested in a career at Taboola, we're hiring internationally! Please visit our website to check out our open positions. --- ### “I'm True to Myself": Taboola Celebrates Pride with Worldwide Internal Event URL: https://www.taboola.com/taboola-life/im-true-to-myself/ Last Modified: 2025-01-14 14:36:27 In celebration of Pride month this June, Taboola Pride hosted an internal online event with nearly 200 employee attendees from across the world who came together to celebrate our vibrant LGBTQIA+ community. The event was designed to inspire people, break down unconscious bias, and promote inclusion in the workplace. According to the Human Rights Campaign Foundation, nearly half of LGBTQ Americans remain closeted in the workplace. When asked why, 38% said they were afraid of being stereotyped, and 31% said they were worried about losing relationships with coworkers. Taboola is committed to creating a safe and inclusive space for everyone to bring their whole selves to work — whether remotely or in the office. We launched new Pride-themed Zoom backgrounds for the month of June and opened access to a #TaboolaPride Slack channel. We even created a crowd-sourced Pride Playlist on Spotify to help foster community and inclusivity. Take a listen! "When you bring your whole self to work, you are at your best," said speaker Hadas Almog, Business Consultant for Diversity & Inclusion. "You perform better, you're more focused, and people say they feel safer. It creates deeper, more authentic, and stronger connections between people. I see it daily." https://youtu.be/uIZEaFelkgI During the online event, Taboola team members from Israel, Spain, Brazil, the U.S., and the U.K. openly shared their stories and offered helpful advice for allies in the workplace. Amanda Sandoval, SMB Media Account Manager in Sao Paolo, wasn't sure how to come out in the workplace when she first started an internship at 19. "My first choice was to hide," she said. "No one told me that it was a safe place. No one told me, 'Hey, there is a community here. You can talk to people. You can be yourself.' "By the time she'd joined Taboola, she'd been out in the workplace, but she still had to come out again, as many LGBTQIA+ people do at different points throughout their lives. “My boss' reaction was, 'Okay, nice. What are we going to do tomorrow?'" said Sandoval. “That was so, so big for me. So important. And my boss probably doesn't even know that. But it's not normal to have that reaction from people, especially at work." To further help, one attendee asked how they could be a better ally in the workplace. “Being an ally in a conscious way means that you have been able to understand things that other people don't," said Yannis Tziotas, Senior Publisher Account Manager in Madrid. “So maybe you can also pass the torch and show people what you are doing and how you are doing it, so people can learn how to help us and be all together in it." Even just listening and being empathetic to other people's experiences can go a long way. “I think it's important for people who are not from the community and may have never been exposed to someone from the community," said Ayelet Cohen, CRM Manager in Tel Aviv. “In many cases, they learn that we have a lot in common and it allows them to relate and to better understand our challenges and aspirations for equal rights." Almog also shared concrete steps allies can take to promote inclusivity, like asking co-workers' preferred pronouns and responding to micro-aggressions. If you hear something offensive, for example, instead of brushing it off, you can say, “I know you were just trying to be funny, but I found that joke offensive because…" Still, London-based Ingo Duckerschein, Managing Director of Central & Eastern Europe, asks allies not to discount small acts of kindness. "Micro acts of kindness are more powerful than micro-aggressions," he said. "They're huge." As Almog noted, HR policies and government programs are important and absolutely necessary. But, when it comes down to it, inclusivity is fostered through human relationships. “What really makes an inclusive culture is the day-to-day, the people," she said. “It's you, me, it's us, the little things." --- ### Interview with Shelly Paioff: The Glass Ceiling for Women Remains, Despite Progress URL: https://www.taboola.com/taboola-life/interview-with-shelly-paioff/ Last Modified: 2025-01-14 14:36:27 We're continuing to celebrate women throughout the month of March and beyond. We're sitting down with the members of TaboolHER, Taboola's women's collective, about how they view issues of gender equity in the advertising and publishing industry. In tech, it's still largely a man's world, says Shelly Paioff, General Counsel at Taboola. “Tech generally has more men, and even more so when you look at management and senior management, it's mostly men." Though operating as a woman in a mostly male environment can be intimidating for some, Paioff says she has had a good experience at Taboola. However, even she thinks twice before speaking to groups of mostly men to make sure her contribution is valuable. "It's not only about having a seat at the table but figuring out how you show you're adding value with that seat at the table," says Paioff, adding: “The way that you add value is by helping a company become more profitable. By understanding the business clearly, you're in a better position to be able to bring ideas to the table about how the company could become more successful." As one of the few women senior executives at Taboola, Paioff says she feels a certain responsibility to pave the way for any women that follow her. “It does feel like I'm setting an example. I have to show that it's useful to have a different point of view and you should want more women at this level." ## Setting an Example of Work-Life Balance Another example Paioff is keen to set is the importance of balancing success at work with family life, especially in her team, which is made mostly of women. Early in her career, she remembers working long hours as many lawyers did. “I always thought that when I had kids, I'd want to be able to put them to bed at night and still be successful in my career." As a mom of three young children who holds a senior role, Paioff has achieved that by setting clear boundaries. Even before the pandemic, Paioff worked from home one day a week. Now, like most other people, she's at home most of the time, but she still sets boundaries between work and home life. She adds: “I don't want women to think that in order to be successful you have to be working all the time without leaving time for the rest of your life. I'm in a senior position at Taboola, and I'm a mom of three young children. It's important to show women that you can do both in a responsible way." ## Shifting the Glass Ceiling Coming back to the position of women in the industry, Paioff says there have been changes, with more women moving into middle management roles. “Before, women couldn't break the glass ceiling at a much lower level. Now women are moving up higher into management, which is very nice to see." Paioff believes attitudes to women in management have started to shift in the last five years. “There's been an improvement in that this is something people care about. This is something management cares about. At Taboola, there's a commitment to have a certain number of women at the senior level management in five years, which is something that we never had before." There's also a shift in the attention given to women's voices with the creation of TaboolHER, the company's female collective, which aims to empower female leadership. “It seems it's more acceptable to have a women's group whereas before it was almost taboo to speak about these issues," Paioff comments. “I think that there's been a shift where people recognize that having different voices in the room adds value in many different places across the organization." But she cautions: “There's still a broken rung on the ladder. The glass ceiling hovers just below the C-suite in our industry." ## Moving Towards Mentorship for Women Paioff is excited about a formal mentorship program for women that's rolling out at Taboola in Q2 2021. This will supplement informal mentorship on her part as well. Both types of mentoring have their place. While it's great to have a program in place to get more women into leadership roles, Paioff believes there's something to be said for “creating a relationship of your own volition that feels potentially more authentic and more accessible at times. You end up creating a bond with someone and you feel like you could reach out at any time." Paioff has observed that women are less inclined to push themselves forward at meetings and for leadership roles. That needs to change. “You are your own best advocate. I used to think that if you did a good job, good things would come. But I realized that no one else is advocating for you. So if you're not going to advocate it doesn't matter how good a job you're doing. If you want something you have to ask, and ask for more." ## Change Needed From the Top Down When asked about the change she'd like to see industry-wide, change needed from the top down is one issue Paioff is passionate about. “There's a total lack of women on boards across the industry. Having more women on boards would make a huge change, because it would be coming from the top." She notes that change "has to come from the top, because while there can be some change coming from the bottom, at the end of the day, the people at the top are the ones making the decisions so you need to have that diversity at the top." Finally, another change Paioff would like to see is increased training to make it easier to promote women throughout the organization. “Many people are promoted from within, but if we don't have women, the promotions are going to be lacking. I think it starts even before training at the recruitment phase. If you're recruiting more women, then there are more women to train and promote." --- ### Announcing #RecommendHER: $500k in Free Ads for Women-Owned Businesses URL: https://www.taboola.com/taboola-life/recommendher/ Last Modified: 2025-01-14 14:36:27 March is Women’s History Month and today is International Women’s Day. This is a time meant to celebrate the many economic, social and political achievements of women around the world. We live in an unfair (and weird) world where for too long women have not had the same opportunities as men, especially in business. This has been even more noticeable over the last year, during COVID where half the population, women, have been hit the hardest. More than 4.6M women in the U.S alone becoming unemployed and adversely affected by the pandemic. I have to admit I haven’t thought much about the extent of the negative impact on women, working women, working moms, or what they are going through or how the system is more often than not stacked against them. But over the last few years, between MeToo, TimesUp and BLM - I’ve started learning more. I've made the time and the space to do so because it's important. And while I’m still learning, and Taboola as a company is learning, that doesn’t mean we can’t and shouldn’t also be doing. ## Not a Princess, A Queen In September 2019, my incredible wife, who grew another human!, gave birth to our second child, our daughter, Ellie. I was suddenly hyper aware of the more subtle, almost imperceptible gender biases that I was starting to notice. Starting with myself. When Ozzy was born, I referred to him as a king (‘melech’ in Hebrew), but when Ellie was born, I referred to her as a princess (‘nesicha’ in Hebrew), but then I asked myself, why should she be a princess - she is a queen. In this eureka moment - I realized that I had made my own kids unequal in status. I had unconsciously been contributing to the gender disparity by not noticing before. Funny enough, and not much time after, someone at the park told me what an adorable princess Ellie is. ## I said...not a princess - a queen. My daughter was only 1 when this happened. I can only imagine a lifetime of moments like that and worse. It just blows my mind how much mental energy women have to waste on adjusting their behavior and tone to be seen by men as equals. This reminds me of the X-Men moment when Magneto asked Mystique, why do you have to change from your natural beautiful blue to a human form just to deal with prejudices in society? Mystique should not have changed her appearance. Women should not have to feel the pressure to conform their identity according to their surroundings. Stay their beautiful blue, perfection. ## #RecommendHER As we at Taboola are learning more about DEI, we are growing, including introducing ERGs like TaboolHER, and have been thinking about more ways to support women and empower them. In that vein, I’m proud to share that Taboola is launching a new global initiative, #RecommendHER Over the month of March through this campaign, we are donating $500K in free advertising on Taboola to women-owned businesses, which is our way of helping to bring women-owned small and medium businesses back to a place of growth. We have launched #RecommendHER to specifically support women-owned SMBs in industries most affected by COVID-19, like Travel, Retail and Education. This is another step on our path to true equity and equality. Happy International Women’s Day. You are all Queens. #NotaPrincessaQueen --- ### Interview with Cait Rose: Gender Equity in Advertising - Slow Progress Ahead URL: https://www.taboola.com/taboola-life/interview-with-cait-rose-gender-equity-in-advertising-slow-progress-ahead/ Last Modified: 2025-01-14 14:36:27 You can't talk about gender equity in the advertising industry without putting it in the context of gender equity in general, says Cait Rose, Director of Media Accounts, EMEA at Taboola. Co-founder of TaboolHER, the company's first female collective, which aims to empower female leadership says and when measured by that standard, change is painfully slow. "We have come a long way in the last 50 years, from a time when women weren't at the table, or even close to the table. They were typing somewhere far away. It's starting to tip a bit in the right direction, because women now feel like they're able to have a voice without being judged for it, or put in a box. But I think we still have a long way to go." Rose comments that like many companies in this industry, Taboola is male-dominated, with a culture to match. In fact, when she joined the company eight years ago, there were no female role models within the company she could emulate or aspire to. That's something she wants to change for the women who have joined the company since then. She has set herself the personal challenge of doing something about it in the spheres where she has some control. ## Gender Equity Starts at the Top Rose is adamant that addressing gender equity issues has to start at the top, because right now representation is "not great and not equal." She adds: "It starts with assessing who's on the board, and who's on the senior executive team, because they dictate the company culture, and what happens at other levels." People at senior levels have to ask themselves some hard questions about whether they are really open to change, and open to being educated about gender equity, asserts Rose. "Ultimately you have to take a really hard look in the mirror and say, am I, as a male executive, open to working alongside a woman at my level? Do I have that trust? Do I see them as equal? I think we still have to have that discussion." It's also important to assess whether companies have the right people at senior levels to make those changes. "I still see very few men that are taking the steps to change and putting themselves in a vulnerable position, where they may be the minority in their team." In an ideal world Rose would love to be able to "march into the boardrooms, look at the board and the executive teams, and decide whether these are the right teams to change the company for the better, not just in terms of gender, but race, and so forth." ## Improvements Needed in Recruitment Beyond the boardroom, Rose believes that the recruiting process also needs to change to address gender equity. "We have to take a really good hard look at what we do on the recruiting end of things and try harder. We have to ask if we're putting the right amount of resources and time into the process." She comments that if recruiters see 50 CVs from men for every four from women, it may seem easier to pick a man, but that's not the right approach. Instead, it's better to give the process more time so you can see an equal number of CVs from men and women before making decisions about interviewing and hiring. Having said that, with more women coming into the industry and into the company, there's hope for the future, comments Rose, who'd love to see more promotion from within: "In Taboola, we have a lot of really strong women in middle management. I'm really excited by that. Now we need managers to promote them, and create opportunities for them." Rose adds: "It's about removing your ego and having the self-confidence to help lift other people. That comes from great management, and it's something I see missing time and time again." ## Mentoring Women to Address Gender Inequity Practicing what she preaches, Rose is happy to mentor other women in the industry, at Taboola and beyond. "I'm trying to give back wherever I can, either officially or unofficially. I just became a mentor for Femme Palette, a really cool small company offering mentoring and career support for women." Within Taboola, Rose is trying to empower women beyond her teams by being available to talk through issues with them, and being the mentor she would have liked to have. That said, Rose is aware that women often face a tougher battle in getting promoted: "I'm a firm believer in equity. I'm a firm believer that the best person should get the job. A woman doesn't want to get the job just because she's a woman, but having to work so tirelessly hard and promote yourself over and over and usually for a longer amount of time than most men is tiring." In a still inequitable world, self-promotion is essential for women. "If people above us won't do it, we're the next generation to do it. It's a bit scary putting yourself out there and you're going to be called aggressive, but that's the name of the game." She comments that even in going for her current role, there were "rumblings", adding that women need a thick skin as they move up the ladder. But she continues to lead by example. "I'm promoting myself and making sure that I'm seen, so my manager and those around me know what my value is." Rose adds that, as with marketing, it's important for women to tailor their communication to achieve their aims. "Sometimes you do have to be a bit of a chameleon, and that's just business. It's knowing your audience and what you need to say or do to get through while being true to yourself." ## How TaboolHER is Leading the Change Rose is optimistic about the role of the TaboolHER collective in changing the status quo. "Expecting change to happen just by having the luck of the draw at the executive table is not enough. There are forums built to educate, inform and raise awareness about a particular issue, and there are forums helping to strive towards a specific goal. I think TaboolHER is doing both." She adds that there are already signs that things are changing: "SVP of People, Kristy Sundjaja, who joined about a year and a half ago, has really changed our mindset in driving diversity, inclusion and equity, and starting to beat the drum." But Rose warns that the mere existence of TaboolHER is not enough. "We're excited to have a forum and to be able to speak, but we have to also check ourselves, and make sure we're here to accomplish something. So, I'm hopeful that what we will become is a forum that pushes the company towards actually hitting momentous goals that haven't existed before." She adds: "We're getting the awareness out there, but putting a line in the sand and saying in five years we want to promote X amount of women to the VP role, we want one board member that's a woman, that's what needs to happen. And that's holding ourselves accountable." Rose would also like to see a future where women in the advertising industry didn't have to strive quite so hard early on for fear of having their career stall if they choose to have children. "They need to know they're in a company with great maternity leave, great parental leave, and management that understands their hours might be different for a while." That's still not the case across the industry, she comments, though she says the work-life balance is generally better in the UK than in the US. As well as being essential internally, diversity and gender equity are also important in terms of making advertising companies do a better job for their clients. "The advertising industry, especially in technology, feeds on different perspectives and different points of view from different backgrounds, different experiences. A female perspective has experiences that males don't, and vice versa." "Having a workplace, especially at the leadership level, that is truly diverse in terms of gender, ethnicity, age, is really important for creativity, for innovation, and also for inspiring the next generation. Everyone should be able to look up and see someone that is like them." --- ### Taboola Black's Founder Nneka Okoli Interview: Diversity in Advertising & Publishing URL: https://www.taboola.com/taboola-life/taboola-blacks-founder-nneka-okoli-interview-diversity-in-advertising-publishing/ Last Modified: 2025-01-14 14:36:27 When it comes to the impact of Black Lives Matter on the advertising and publishing industry, Nneka Okoli is positive about the changes at Taboola, where she works as a digital marketing specialist. Nevertheless, she says that the industry as a whole has a long way to go. The founder of Taboola Black, the company's Black employees' resource group. The group provides a safe space for Taboola's Black identifying employees to build a community and share experiences. They also events to help broaden the conversation around diversity in the workplace. Okoli is particularly excited about the Pull Up For Change initiative; a move to urge companies to transparently share their numbers relating to diversity. “It's one thing to say you're going to increase hiring among minorities and women, but it's another thing to be very honest about where you are now," she explains. “I think that's something Taboola did very well. Our CEO Adam was very honest in saying: 'These are numbers as of right now in 2020, and they're not great,' but you have to start with that honesty in order to get to that next step,' so I'm really excited about the future." ## Greater Transparency About Diversity Okoli sees the launch of Taboola Black as another sign that the needle may be starting to shift in terms of diversity in the industry. “I've been at this company for two years," she explains, "and it's something that I've been trying to initiate for a while. It wasn't until George Floyd that suddenly we were able to do it." Okoli is saddened, however, that it's taken such a major trauma to raise interest in the experiences of Black employees in many workplaces in the industry. “It's like history keeps repeating itself. It's open lynchings of Black people and now suddenly we're going to press forward and we're going to have the Civil Rights Movement. Now we're having another public lynching of Black people and now we have the Black Lives Matter movement. It's tiring as a Black person seeing so much trauma, over and over and over again." ## Pushing Past the Inertia in Advertising and Publishing Despite years of Black people highlighting the need for change, there was previously inertia in the advertising and publishing space, comments Okoli. It's different now, and though rehashing trauma isn't a great foundation, Okoli is prepared to capitalize on the moment and push to get things done at Taboola, and within the industry. She recently organized a panel discussion on Black Lives Matter and the Creative Industries, which took place in October 2020. “Diversity in advertising really matters because we live in a diverse community, and are members of a global community. Without diversity, it's easy for minorities to feel like we just don't see ourselves in the media. It's not really aligned with reality, and it can have negative effects," explains Okoli. Not only does representation matter to Black employees, but it should matter throughout the advertising and publishing industry, she says, pointing out that: “If you do tell a Black story, it's important that you're telling it accurately and it's not a Black story from a white gaze." That can only happen if creative teams are more diverse. ## Stuck in the Messy Middle Okoli says it's difficult for Black employees to rise to the top echelons in many advertising and publishing firms. “When you are a minority in an organization, it's very easy to get stuck in that messy middle and to not be able to excel at a different level because you don't have people like you at the C-suite level," she says. "Also, there aren't people advocating for you when it comes to getting that promotion, taking the next step in your career, because they haven't seen someone who looks like you in that role. “It almost becomes a self-fulfilling prophecy where it's hard for women of color and Black people in general to really progress in the professional space." ## The Importance of Networking and Mentoring For Black employees looking to progress, Okoli recommends networking. “In my career, I've gotten my best opportunities from using my network. Networking is 100% super important, and even more important for Black people." Okoli reiterates: “White people do it all the time. We Black people need to use our network, too. You don't have to struggle by yourself. It doesn't make you more honorable or more successful if you get there by crawling on your hands and knees. If someone can get you an elevator right to the top, just take it." Mentoring is also important, comments Okoli. “I think Taboola Black will be a really great space to foster Black talent. We're really looking forward to creating a mentorship program and a space to grow Black employees' careers here at Taboola." Taboola Black is also planning educational activities, such as addressing the stigma of mental illness within the Black community for Mental Health Awareness Month. Okoli is also looking forward to “celebrating the complexity and the beauty of African and African American culture." With a Nigerian father and an African American mother, Okoli has a different perspective on Black culture, she explains: “Black is kind of an umbrella term for me. There are just so many different cultures within the Black community that we can celebrate." Overall, Okoli says that Taboola's employees (especially SVP of People, Kristy Sundjaja) have been very supportive of Taboola Black, and the initiatives it has started. That's why she's optimistic about its possibilities. “I'm really excited to acknowledge the complexities of race," she says. "I feel like in the community, or the broader, like, American society, it's so easy for people to get monochromatic. People love to say 'I don't see color', but that's not the answer. I think it's bringing all the colors to the rainbow and within our organization." ## Changing Recruitment to Boost Diversity Okoli is confident that, in the long run, initiatives such as Taboola Black will have a positive effect on diversity in recruitment. “Because we're doing more things for the Black community, we will be able to attract more Black talent and, hopefully, we will be able to increase our numbers that way," she says. Okoli would also like to see hiring practices change to be more welcoming of Black people, and avoid the preconceptions that keep people of color out. “The idea of the status quo needs to change. There needs to be acceptance and inclusion. It's so easy for people not to hire someone because of 'culture fit,' which is a coded expression for 'they don't really look like me and I can't see myself working with them.'" She adds: “I think companies need to reevaluate what their culture is and whether that culture is inclusion." She says it's important to look at interview questions, and she'd like to eliminate all-white interview panels (which will happen if top management is more diverse). “It's kind of intimidating when you're interviewing back-to-back-to-back and there's absolutely no one who looks like you," she highlights. ## Focus on Retention of Black Employees But Okoli is clear that hiring more Black talent is only the beginning. Companies also have to focus on retention, as the turnover of Black employees tends to be high. Even though most Black employees plan to stay in jobs long-term, in many companies the “side comments, microaggressions, and disrespect" make it hard for Black people to stick around, she says. Finally, Okoli would like to see companies do more than pay lip service to diversity. “I like the idea of tying bonuses for the senior executive team to meeting diversity, equity, and inclusion goals. People love to talk, but if their salary is tied to how diverse their team is, you will see a radical change in the workplace." In honor of Black History Month in the US, Taboola Black is hosting panel webinar, The Need for Diverse Advertising: Why the Black Experience Matters with Taylor Kobryn, Diversity, Equity and Inclusion Leader at Google, Akama Davies, Director, Global Solutions & Innovation at Xaxis, and Ty Heath, Director, Market Engagement at LinkedIn. Join Us! --- ### Interview with Taboola Black's Nicole Uvieghara: Growth in Advertising & Publishing URL: https://www.taboola.com/taboola-life/interview-with-taboola-blacks-nicole-uvieghara-growth-in-advertising-publishing/ Last Modified: 2025-01-14 14:36:28 Although the events of the last year have put racial justice, diversity, and equity firmly in the spotlight, the wheels of change are still turning slowly in the advertising and publishing industry. That's the view of Nicole Uvieghara, senior media planner at Taboola: “I'm optimistic because the conversation can no longer be avoided, but I'm still a bit frustrated with the small, incremental changes," she explains. Uvieghara is a founding member of Taboola Black, Taboola's Black employee resource group. The group provides a safe space for Taboola's Black identifying employees to build a community and share experiences. They also run events to help broaden the conversation around diversity in the workplace. Uvieghara believes that without robust changes, companies have to start their diversity efforts over and over again, and she, for one, is not handing out any cookies. ## Looking Beyond Incremental Changes “I am so over incremental changes," she reiterates. "Maybe it looks good on the surface, but it doesn't get to the root of the problem. And that's why we're always stuck in this cycle of 'what should we do for diversity'? “People often think their awareness of what happened to George Floyd puts them instantly on the path of redemption, but why do Black people constantly have to endure a traumatic experience for you to wake up and say, 'oh my God, we need to change something'?" She says that's a pretty low bar, and adds: “Applauding yourself because you read a book about race is not enough. You have to do the work, you need to advocate, you need to amplify those who are underrepresented, you need to wield your power, utilize your privilege to do the work, because a lot of times the work is left on us Black professionals to do." ## Improvements in Diversity in Creative Talent That said, Uvieghara has seen some positive change in terms of starting to see more diverse talent on the creative side. This is essential for capturing nuances relating to gender and sexuality, ableism, and racism. “Advertisers have made a big push to hire more creative talent because they're aware their consumer base is diverse, and so they need to prioritize diversity in their creative and marketing approach," she explains. She says this has made a huge difference in terms of representing marginalized groups and capturing aspects of their experience that people who operate from a position of privilege might not necessarily understand. Despite the presence of more diverse creative teams, however, there's still a long way to go. "There aren't many people in positions of power who are Black, " Uvieghara says. "Those who are might be the only ones, and often they are put in a box in terms of expectations. And they don't want to stray too far from what corporate America deems acceptable, which is very white adjacent." ## No Diversity Without Executive Diversity Uvieghara says having diversity at the highest level is a necessary precursor to change. “I believe that you're going to get change when you have more representation in leadership because it's not just one voice advocating, it's multiple voices and those multiple voices end up becoming the masses, where you can no longer as a corporation just ignore that issue. You have to address it. "If you don't have diversity on those executive levels then you really don't have diversity, because those executives are the ones making changes on a large scale for companies, making choices about how they spend their revenue." Other studies confirm that the advertising and publishing industry lacks diversity in top management. Uvieghara adds: “Black people are not in those board meetings, we don't hold those top positions and it's not because we're underqualified. Sometimes we're even overqualified." ## More Than 'Diversity Through the Door' Uvieghara is not impressed by companies that claim they can't find the right talent for those executive positions. She says there are plenty of qualified, maybe even overqualified, Black professionals and executives out there for those who are willing to put in the time to look. Aside from diversifying the current leadership, Uvieghara also says there needs to be a system for nurturing in-house Black talent so that they can become future leaders. “Black talent turnover is so high, and it's not because of a lack of qualifications; it's because of a lack of upward mobility and a lack of representation. Companies need to understand that it's not just about getting diversity in the door. They also need to look inward and pay attention to professional development." ## Greater Accountability and Representation Needed Uvieghara would like to see companies stop performative activism – like the 'bare minimum' of professing support for the Black Lives Matter movement – and actually hold themselves accountable for their diversity goals. Good intentions might be laudable, she comments, but they don't really address core issues, such as what the work culture is like for people of color. She says most Black people in the workplace try their best to deal with the systemic problems they face every day. “I guarantee you a lot of Black people and people of color don't feel included, because there's no representation in leadership, but also the culture isn't truly inclusive for Black people," she explains. She adds that Black people learn to navigate predominantly white spaces from their childhood, but it doesn't work the other way round. Most white colleagues don't even realize the constant accommodation that goes on, and never take the time to educate themselves about the different cultures of Black people and people of color. ## Smoothing the Way for New Black Colleagues One issue that's important to Uvieghara as a Black professional is paving the way for those who come after her. “As a Black person in the workplace, there's always a huge responsibility. Even though our stories are so different, you know that it was hard for them to get to where they are," she says. “There's a lot that goes on behind the scenes that you're just not aware of unless you are a Black person. I don't want others after me to simply go through what I went through. I want them to come in and be their authentic selves and not have to code-switch and not have to deal with the microaggressions. “That's not going to happen overnight, but I want to start those changes so it shifts the narrative, because no one should come to work and feel othered, marginalized. It's unacceptable." ## Is Your Work Culture Truly Inclusive? Probably Not Returning to the question of diversity in advertising, Uvieghara says: “I don't know why some advertisers are still having a hard time understanding why this is essential. We live in a capitalist society, so I would assume you would focus on making sure that you are representing your global audience." She points out that diversity of thought is a must in the creative industries. “There are things one person will see that I don't see. No one knows everything, and not everybody has the same experiences. If an organization has more diversity of thought and diverse talent, then it increases revenue." Uvieghara adds: “Money shouldn't be the main driver for you to have diversity. There's also the question of humanity." She concludes that, despite the progress made so far, there's still a long way to go for many companies in the industry: “Diversity creates a better work culture. You can't really talk about your work culture being this amazing utopia for people when it's not diverse. If you don't have that, then I really don't want to hear about your work culture, because I know that work culture does not include me." In honor of Black History Month in the US, Taboola Black is hosting panel webinar, The Need for Diverse Advertising: Why the Black Experience Matters with Taylor Kobryn, Diversity, Equity and Inclusion Leader at Google, Akama Davies, Director, Global Solutions & Innovation at Xaxis, and Ty Heath, Director, Market Engagement at LinkedIn. Join Us! --- ### Around the World in 80 Days: 256 Taboolars Unite for a Shared Goal URL: https://www.taboola.com/taboola-life/around-the-world-80-days/ Last Modified: 2025-01-14 14:36:28 In 2020, so much felt insurmountable. Normal life was upended, and people everywhere sought out ways to stay physically, mentally, and emotionally healthy. Amidst all of these impossible feelings, the Taboola EMEA team decided to seize an opportunity and make the impossible possible: finding a creative way to collectively travel 40,000 km (or, circumnavigate the globe) in just 80 days. But how, you may be asking, could the team do this without the ability to travel in traditional ways? Join us here for a breakdown of the journey. ## By Foot, By Bike, By...Paraglider? Reaching a collective 40,000 km goal without hopping on a plane or train meant getting back to basics. As some Taboolars began running and walking, others took to the water to log their kilometers via a swim, and one Taboolar even took to the air to paraglide. Getting members of the team outside to try new (or pick back up beloved!) forms of movement was just one benefit of this challenge. As Taboolars logged their kilometers, they found that family members were thrilled to join in, and that they could turn a typically mundane work call into an opportunity to walk-and-talk virtually, recounting their logged distances with co-workers working towards their same shared goal. ## A 40,000 km is Sure to Have Some Highlights 40,000 km is a long way to go, and along the journey, Taboolars made memories they won't soon forget. What began as an EMEA-only challenge ended up roping in team members from the around the globe. Team mates in the Americas ran, biked and swam. Team members in China actually logged distance on The Great Wall! Plus, a Taboolar in Isreal managed to remove children from their video games (no small feat) to join in on the challenge. Big or small, many moments stood out along the journey to 40,000 km, and the cross-geographic effort actually ended up shaving three days off the goal completion time. That's right: Taboola traveled the globe in 77 days. ## So, Why Should You do This, Too? There are countless reasons you should try this out with your own team—fresh air, exercise, a fun way to spend quality time with family and friends. But, one of the biggest reasons of all is the undeniable team building it'll bring. To start with a goal and watch it unfold all over the globe is an experience that will mean a lot to all who participated for a long time to come. It's not every day you get to travel around the globe without going too far from home, after all. --- ### Ning Ning Yu Wins World Chinese Business Women’s Award from Taiwan’s President URL: https://www.taboola.com/taboola-life/ning-ning-yu-wins-world-chinese-business-womens-award-from-taiwans-president/ Last Modified: 2025-01-14 14:36:28 Photo caption: Ning Ning Yu (Left) and Tawainese Vice President Lai Ching-te (Right), taken after the Huangan Award Ceremony I first met Ning Ning six years ago when she joined the Taboola family as a part of our Perfect Market acquisition. When you meet Ning Ning you immediately sense the magic, she always makes you feel like nothing is impossible, and that every dream is a dream worth pursuing—and also possible. Ning Ning incubated our Taboola Newsroom product out of our LA R&D team. They started by focusing on our publisher partner's editorial teams and the future success of journalism using AI, data, insights, real-time testing of creatives and more. The team now provides further readership trends and insights to our global media partners. Editorial teams didn't know what was coming their way—it was Ning Ning, her engineering and product management team, and an endless amount of energy that made a positive impact on the future of the open web, free internet, and quality journalism. Last week, Ning Ning won the Huangan Award, and received it from the President of Taiwan. I'm not surprised. Ning Ning is a superstar—an Avenger even. Ning-ning's superpower is believing anything is possible, encouraging everyone around her to believe it too. Her superpower is acknowledged not only by us Taboolars (her geeky family), but around the world. The Huangan Award is given to the world's top ten outstanding Chinese business women by the Global Federation of Chinese Business Women. Ning Ning was recognized for her acumen in business strategy, her ability to build a high-quality corporate culture, her large investment in social welfare and rave reviews from her colleagues. As a recipient of this award, she acts as a model for global Chinese business women and all leaders in tech. I know she will make more target contributions to the world economy and trade, women's rights, and social welfare. We're so excited that she was honored in this way as a business superstar, a Taboolar, and a global leader. I'm proud to be on team Ning Ning, as we all are—Tabooola and the rest of the world. I know she will continue to do great things, and we look forward to discovering what Ning Ning will achieve next. --- ### Celebrating UK Black History Month at Taboola URL: https://www.taboola.com/taboola-life/celebrating-black-history-month-at-taboola/ Last Modified: 2025-01-14 14:36:28 October marks Black History Month in the UK (BHM). It’s a time to celebrate the history, achievements and contributions of black people in the UK. BHM was first launched in London in 1987 when the aim was for the local community to challenge racism and educate themselves and others about the history that was not taught in schools. To kick off celebrations for Black History Month, our Employee Resource Groups (ERGs) Taboola BAME and Taboola Black have recommended their favorite educational books, films and Netflix series to inspire and educate others during this month. ## 1. Windrush: The Irresistible Rise of Multi-Racial Britain by Trevor Phillips. - 1999 “This book gave me an opportunity to understand the black experience of post war Britain and how that generation’s lives changed so drastically. It covers how people came from the Caribbean and Africa to the UK back in the 1950s and I was left with sheer admiration of the resilience and strength the Black Britons showed during that time. I would highly recommend this book! - Suzi Osman, Media Account Manager and Founder of Taboola BAME. ## 2. Queen and Slim (Netflix) - 2019 “This film was released earlier this year and is a stark portrayal of the race relations and police brutality that we are seeing repeatedly in the US. Despite its devastating outcome, it almost plays as a thriller, with a continuous plot line that keeps you on the edge of your seat. The cinematography, music, and photography (the iconic image of the two protagonists leaning against a car) is also highly powerful and moving, and it was directed by the same woman (Melina Matsoukas) who directed Beyoncé's Lemonade if that doesn't tempt you enough!” -Katherine Pickles Media Account Manager ## 3. Queenie by Candice Carty-Williams - 2019 "Queenie is a relatable exploration of what it means to be a modern black woman searching for meaning in today’s world. It's an easy read but relatable at points as she is a young black woman and lives in London" - Selam Gherensae Media Account Manager ## 4. When They Call You A Terrorist: A Black Lives Matter Memoir  by Patrisse Khan-Cullors and Asha Bandele - 2018 “This book highlights how in many ways the American government has criminalized activism especially as it pertains to racial equality. It also touches on how medical conditions (i.e. cognitive disabilities or drug addiction) have also been heavily criminalized in America. I highly recommend this book for people who are interested in activism but don’t know where to start.” - Nneka Okoli, Growth Manager and Founder of Taboola Black  ## 5. Vanishing Half by Brit Bennett - 2020 “The book takes you to an exploration of identity, race, identity, lies, and family. A novel should take you out of your comfort zone and have one gain introspective of the world and oneself. It should confront you with uncomfortable truths which allows one to learn and assess. The Vanishing Half, manages to do so with such ease, Bennet achieves it from start to finish. Bennet holds the reader and makes you eager to want to know what will come next. Her story and the characters are complex and real”. - Nicole Uvieghara Sr. Media Sales Planner ## 6. Girl, Woman, Other by Bernardine Evaristo - 2019 “This novel won the Booker Prize last year and SO deserved it! It's an incredible selection of individual stories of mostly black women and explores what it's like living as a woman of colour throughout different stages of British History. It also explores sexuality, privilege, and ageing, and the stories cleverly entwine together with an incredible ending”. - Katherine Pickles Media Account Manager ## 7. Moonlight (Netflix) - 2016 “One of my favorite movies so beautifully made I might add. Barry Jenkins coming of age drama from the start makes its relevance and impact known. You are watching a film that tackles subjects like societal norms, masculinity, sexuality, and other important topics leaving the viewers to understand these topics are authentic to real life. Jenkins is able to showcase beauty in tragedy and the reaffirmation of Black culture by illustrating the complexities. Since Moonlight is based closely on Barry Jenkins and Tarell Alvin McCraney lives, their stories are the very essence of the film demonstrated so beautifully”. -Nicole Uvieghara Sr. Media Sales Planner ## 8. American Son (Netflix) - 2019 “This gave a modern take on how Black people are treated in America by the police. It was a shocking, moving and raw movie and really gave context to the Black Lives Matter movement. It helped me to connect the bigger picture to what was really going on for a specific family who has to live with these prejudices” - Lena Chudasama Sr. Sales Enablement Lead, EMEA and Co-Chair of Taboola BAME ## 9. 13th (Netflix) - 2016 “I found this documentary powerful, emotional and educational. It explores the relationship between race, slavery, and mass incarceration and how they are all connected. The title comes from the 13th Amendment, which abolished slavery in the US. I could not recommend this documentary enough!” - Suzi Osman, Media Account Manager and Founder of Taboola BAME. ## 10. Hidden Figures (Prime, Netflix, Sky) - 2017 “I really liked this movie as its recent positive history showing young women that they can be whatever they want to be. When I was at school there was very little focus on black history apart from (Slavery and Martin Luther KIng). Black history is everyone's history and this film tells a story of a team of female African-American mathematicians who served a vital role in NASA during the early years of the U.S. space program”. - Marc Thomas (Managing Director - Northern Europe --- ### Oktoberfest At Home With Taboola URL: https://www.taboola.com/taboola-life/oktoberfest-at-home-with-taboola/ Last Modified: 2025-01-14 14:36:29 Strapping computer monitors to your back and cycling halfway across the city to deliver them to reporters working from home is not your everyday task for the executive editor of one of Europe's most influential publishers. But that's exactly what happened at the start of the pandemic, we were told at 'Oktoberfest At Home with Taboola' last week. “It was all hands to the pump!" Oktoberfest At Home with Taboola was Taboola's first ever virtual event for publishers. It brought together an amazing 90 participants from publisher partners across EMEA including France, Germany, Greece, Israel, Italy, Spain, Turkey and the UK. ## Why We Hosted This With a touch of Lederhosen and some Bavarian beer and music to set the scene, our exclusive digital event was a rare opportunity for publishers to share key editorial, data and subscription insights from the last six months in a relaxed and collaborative environment. Plus, we provided a sneak peek into some of the latest product innovations from Newsroom, Taboola's audience analytics platform that is currently used by 550 premium publisher sites across the world. Like everyone else, the digital publishing industry had to adapt quickly once the Coronavirus outbreak became a global pandemic. Journalists had to operate remotely from home, new workflows were introduced and digital communication tools refined. But the biggest challenge throughout was meeting the needs of their digital audiences – with data analytics playing a key role in understanding user behavior and new content preferences. ## A Virtual Oktoberfest Agenda We were excited to welcome guest speakers from three of Europe's most high-profile digital publishers: Lucie McInerney, assistant editor at The Independent in the UK, Max Miguletz, Head of Newsroom at Sport1 in Germany and Michaël Bourguignon, Revenues and Digital Director for the La Dépêche Group in France. We began the event by showing a graph illustrating the 'Corona Bump' in website traffic experienced by most digital publishers between March and April, when users flocked to dedicated news platforms for accurate and trustworthy information as the Coronavirus swept uncontrollably across the globe. This rise in traffic was mirrored by an increase in digital subscriptions for those publishers with paywalls – a welcome boost from reader revenue. Next, we discussed how Taboola has been tracking readership trends throughout the pandemic. On our Newsroom platform, we noticed some significant changes in content consumption across the network of publishers we work with, some of these changes continuing long after the initial peak in traffic: real-time readership trends reflecting real-life changes. Newsroom's new 'Terms Explorer' data insight tool was unveiled at the event, which has revealed a number of new readership interests over the past few months, ranging from internet security to credit card concerns and overdrafts, how to cut your own hair, the best TV streaming service to get, studying for a degree remotely, and much more. Many of these content themes were reflected by our speakers, who told how audience data played a crucial part in navigating through the sudden change in content consumption. ## Some Key Event Takeaways (All Under Chatham House Rules, Of Course): We learned a lot during our virtual Oktoberfest celebration, and we're summing up just a few of the excellent takeaways here: - It became crucial to analyse the new information people were seeking online and use that insight to create effective workflows and cover content that readers needed to cope with everyday life. Beyond the actual virus, publishers wrote about everything from ways to entertain yourself during lockdown to how to maintain your fitness. - Despite operating digitally for many years, going into lockdown was still a big transition. Ensuring that journalists had the proper hardware to work with was key (hence the cycling executive editor!), as was maintaining communication throughout, using Zoom video calls to complement Slack instant messaging. - Providing personalised access and individual logins to audience analytics tools such as Newsroom (often displayed on monitors on the editorial floor) was also vital so all journalists had real-time insight into user behaviour, referral data and article engagement metrics – crucial information for fine tuning content production when working from home. - With a lack of live sport, publishers had to pivot to different content formats to stay relevant and re-shape their websites for the future. This included launching podcasts featuring athletes at home during lockdown, substituting live video footage with Esports clips, and creating snackable content for social media platforms, including TikTok, to keep the audience engaged. - For websites with paywalls, we heard how the market was highly competitive, with many news outlets introducing their own digital subscription offers and publishers competing for readers' time and money with streaming giants such as Netflix, particularly during lockdown. - We learned how one publisher was working closely with Taboola to understand which articles were converting their users into subscribers; and how those 'high-converting' articles were being recommended in the Taboola feed using an algorithm to display them at significant readership moments – increasing subscriptions by 30% during a recent test. - With many publishers temporarily dropping their paywalls at the start of the pandemic to showcase their content to the new influx of site visitors, it was interesting to hear how journalists were constantly looking at which articles should be free, and which should be paid for, using various criteria including title, article length, exclusivity and expertise, even byline. ## Prost to The Future Ahead As Taboola's Founder and CEO Adam Singolda said at the start of the event, 'People miss People' and to have Oktoberfest at Home With Taboola, our first virtual event, so well-attended was incredible to see. Thanks to everyone who came and congratulations to our fantastic speakers who were the stars of the show. If you would like to know more about Newsroom's new 'Terms Explorer' tool and learn how to discover readership trends across the open web, we'd love to hear from you. Don't hesitate to get in touch. --- ### Corporate America & The Black Lives Matter Movement URL: https://www.taboola.com/taboola-life/corporate-america-the-black-lives-matter-movement/ Last Modified: 2025-01-26 13:45:07 By: Nicole Uvieghara This opinion piece reflects a Taboola employee's personal views and reflections about the Black Lives Matter movement and its significance within the advertising and associated adtech industries. As a series of events have unfolded in 2020 dealing with a global pandemic and, simultaneously, the Black Lives Matter movement, America and the rest of the world are having to realize injustices still prevail. An unexpected source of support that has left many with questions and surprised is the support from corporate America. 2020 has proven to be an interesting year where companies appear to be rallying around the movement and showing solidarity, candidly. We've seen major advertisers donating to causes and issuing statements on their social media channels explicitly saying that they support Black Lives Matter. One has to remember this movement was created in 2014 and no corporation would have dared to say anything back then, so why have they started to now? Corporations are often on guard when it comes to topics that seem to have conflict or appear to be polarizing—they're wary about associations that may deter consumers. Advertisers are typically known to avoid addressing topics like politics, violence, and even recently the coronavirus. The aftermath of George Floyd was different; you saw corporations publicly denouncing racial injustice and police brutality. Some may wonder why a series of events might prompt one to speak out now when inequality has persisted before? Is it a calculated move for advertisers to appear on the right side of history? Speaking on social issues, many would argue, is a good PR move for advertisers to be associated with. ## Consumers & Advertisers With Millennials and Gen Z making up the largest consumer group today, this particular demographic cares about brands being associated with social causes, and advertisers know that. Being aware of this consumer trend, advertisers are pushing “values and identity driven targeting marketing," a term coined by Americus Reed, a marketing professor at Wharton School at University of Pennsylvania. By matching corporate values with consumer values, advertisers are hoping to build a sense of loyalty and a deeper sense of personal connection, Reed explains. Consumers during BLM have expected more from bands, and socially conscious advertisers caught on—a recent poll shows that 67% of young people believe that brands should be actively involved in Black Live Matter movement, and with this sentiment, consumers will be more critical on advertisers moving forward (Source: Morning Consult) As Millennials and Gen Z become the focal group as advertisers look to grow their loyal consumer base, it needs to go further than just denouncing systemic racism—companies need to look inward, too. Advertisers have their own social responsibility to build and champion for diversity within their own organizations. There has been an upward trend where employees have been calling out executives in C-suite to do more than just state their solidarity for the movement, but examine how they play a role in the problem. ## Agencies The “monolith" culture prevails in agencies, which prompted 600 Black advertising employees to address the industry through an open letter demanding change. The letter was pushed by Nathan Young, a group strategy director at Periscope, and Bennett D. Bennet principal at Aertiallist, a new consultancy group he founded. In it, they outline a 12-point action plan for agencies to improve the workplace for Black, Indigenous and People of Color (BIPOC) employees. Members calling for action from agencies is a direct result of how inaction has created a non-inclusive work environment. When it comes to true diversity and inclusion individuals are not looking for lip service, but actual change starting with the top. “The conversation is very old," says Keni Thacker, founder of 100 Roses from Concrete, a network for men of color in advertising: “A lot of us have been trying to change the conversation. But still it seems like those things have been falling on deaf ears over the years. I want to see where we are a month from now, six months from now, a year from now." The call for change and diversity in agencies is not new at all. Often, diversity and inclusion positions are created, but no actual change occurs. Individuals who are tasked with this problem do not get the support and resources that they need from the top. The effort of creating an inclusive and diverse organization has to be a joint effort—it does not rest solely on a few individuals. “These efforts don't make a difference because they rarely have the full weight of the company behind them," remarks Lindsey Day Farrar, president and editor-in-chief of CrwnMag, a full-service creative shop that helps brands connect with Black women. Diversity officers need resources to really mitigate the increasing problem that agencies face when it comes to diversity and inclusion. ## Tech Tech has forever been on the quest for diversity and inclusion, and that quest is far from over. Many tech companies have put resources into allowing employees to create employee resource groups (ERGs), partnering with organizations that are tech-related, and hiring diversity officers. These joint efforts, however, don't address the actual issue that still persists in tech. At first, advocates were focused on calling out the lack of diversity at tech conferences, and companies shifted their focus into the “Diversity Playbook," implementing unconscious bias training and releasing their diversity stats. This clearly shows a pipeline problem, which needs to be addressed. It's worth noting that all of these joint efforts are not always productive, because the issue still remains. Corporations often think that trying absolves them, but that calls for introspection because trying is not really addressing the problem—it's simply just a start. “We're past the window dressing stage and now it's time to talk about accountability, consequences, promotions...and what it means to prioritize things to make sure the industry is not inhospitable", says Karla Monterroso, founder of Code2040, an organization that's mission is to close the opportunity gap for Black and Latinx people. Talks for diversity and inclusion in the workplace have gained momentum due to the movement, and tech employees are understanding the power behind their voice. When they organize, they are able to amplify their voices collectively and it cannot go unnoticed. Many have discussed and written about the problems regarding diversity and inclusion in the industry. Yes, efforts have been made, but the industry is a reflection of society's issues pertaining to race, gender, class, ability, age, and sexual orientation. Now, knowing this reality, there is opportunity to create actual concrete change in the industry from executives holding themselves accountable, employees amplifying their voices, and investors demanding change. What needs to be done first is commitment and accountability from the top—it's no longer an option. The industry needs to understand implementing a single unconscious bias training and simply hiring a diversity & inclusion officer will not move the industry in the direction it needs to go. ## Employees Advocating for Change Pushing for more diversity and inclusion often comes from employees rather than top executives, which is not surprising. “It starts at the bottom because those are the people who often have the most to gain by pushing for changes in company culture," explains Iliana Ortega, strategist at Publicis in New York. Corporations should make safe spaces for discussion to give marginalized individuals freedom to speak candidly on the issues at hand. Companies need to understand that the role of dismantling and addressing systemic racism does not entirely rest on employees—it's imperative that leaders within the organization are accountable for educating themselves and actively participating for change within the work org. Educating yourself on such topics is not hard, after all, with the open web at anyone's disposal. A message to leaders everywhere: be a part of the solution and take on responsibility for your shortcomings. Facing this challenge calls for listening, learning, and undoing old ways of approaching such matters. Make a genuine effort to address and understand systemic racism. Start the conversation and follow up with an actual plan, and hold other leaders accountable. Starting can be a bit overwhelming, with many not really knowing where to start, and such changes don't happen overnight. Many leaders are cognizant of that, and therefore start where they can, but it's important to remember the actual change starts from the top and others will follow. It starts with leaders holding themselves responsible, and then looking at their organization as a whole. Leaders, ask yourself this: Have you avoided candid conversations about racism in the past? How diverse is your leadership team? In this moment, it is imperative for leaders to do a self-reflection and to acknowledge and be accountable for any shortcomings. It's important that if advertisers, agencies, and even tech companies are serious about Black lives, that they show it by action. Otherwise, it's talk—performative talk. It will remain a problem, rather than a long term solution. I want to see change in the industry as a whole, and be able to mark the changes by month, quarter, and year. --- ### What Will It Take to Excel in Diversity, Equity, and Inclusion? (Part 1) URL: https://www.taboola.com/taboola-life/what-will-it-take-to-excel-in-diversity-equity-and-inclusion-part-1/ Last Modified: 2025-01-14 14:36:29 I want to start with why I care so much about diversity, equity and inclusion (DEI). There is a big part of me that cares about the human side of why this is important; because people should feel included, because racism is wrong, because making people of a certain color, age, or sexual orientation feel anything less than amazing and important, is horrible. Then there is the part where I want to stress that by being incredible at DEI, you’re more likely as a business to succeed. By tapping into all types of talent out there, by making more people feel welcome, by making them feel like they can unleash their potential, and succeed at your organization—you’ll win. Great talent will want to work for you, and the people already working for you will want to stick around and develop their professional skills within your organization. By being great at DEI, you’ll hear more voices and have better conversations, and if your organization makes decisions based on open conversation rather than rank, you’ll make better decisions, again and again. DEI is important for our business, not so we can check a box to prove that our team, C-level executives or board is diverse. This is yesterday’s way of thinking, DEI is key for us to succeed. I’m constantly asking myself, “how can Taboola become a company where every employee feels they’re a part of a diverse, equitable and inclusive culture?” and, “how do we get our own employees to feel safe and inspired, and replicate that feeling all over the world and extend it to our partners, clients and everyone around us?” DEI is an important, impactful, and urgent matter, and one that needs to be answered with fervor, because today, there are many areas I’m proud of, but many we need to improve. ## Diversity, Safe Space, and Education Our first shortcoming is the fact that we have work to do when it comes to diversity. 41% of Taboolars are women, but not nearly enough are in senior leadership roles today—four of our 20 VPs are women, one of eight on our senior executive team, and none on our board of directors of five. When it comes to racial diversity, we haven’t tracked this data globally in the past. We will begin to do so this year, and while we expect changes to start now, our goal is to improve these numbers by the end of 2022 materially. More on that in part two, my follow-up blog post. To show where we are today in the region where we have tracked these numbers, the US, 35% of our workforce is non-white, which is not enough: Looking at our diversity challenges from another lens, the majority of our company is Israeli and/or Jewish because of our roots, and we need to acknowledge the impact that may make on other groups. Our second shortcoming is that we haven’t actively created a safe place for people of diverse backgrounds to say what they feel, what they’ve experienced, and what we can do better. We’ve learned that this is a direct result of our first shortcoming—when you don’t see someone that “looks like you” in a leadership role, you might be concerned about being yourself. We have since taken immediate steps (outlined below) to listen and create that safe space. Our third shortcoming is that we need to do a lot of work to educate ourselves internally on issues pertaining to diversity, equity and inclusion so that we can continuously work to foster a culture of belonging, acceptance and support. I’ve never walked the street as a woman, as a person of color, as a 50-year-old; and I can’t imagine all the feelings and experiences they have, and being educated on that feels like it’s really important. We need to bring that education to Taboola, and learn how to not be biased, whether we intend to do it, or not. Diversity, equity and inclusion is not just about race—it also includes gender identity, sexual orientation, religious identity, nationality, ethnicity, cultural background, language, physical abilities, physical appearance, neurodiversity, health status, family status, and age. At the beginning of this year, we made a three-year commitment to create a diverse environment and we were reminded of its urgency in the months since George Floyd’s death and the Black Lives Matter protests. ## We've begun taking active steps to improve. Personally and professionally, I feel fortunate to be in a position, and part of a company that I believe can do a lot more. That means working in ways to make sure voices are heard internally, and using our platform to make a difference in the work and in the world. Here is where we started: - A donation of 500,000 clicks, and tens of millions of impressions to educate people in the US about the countless factors that have led to the Black Lives Matter movement, powered by our Taboola employees. We asked our employees to submit news articles and content about the history of systemic racism in America that helped them better understand the origins and purposes of the #BlackLivesMatter protests. Then, to help educate our communities and US audiences, we drove traffic to those articles for free, with clicks donated by Taboola. These campaigns ran for more than two weeks, and the recommendations were viewed by more than 50 million people in the US. - The terms ‘Blacklist’ and ‘Whitelist’ are in the process of being removed from our lexicon. We now call these ‘approved lists’ and ‘blocked lists.’ We have committed to eliminate the terms from formal and informal uses at Taboola and to educate our workforce about the ways they perpetuate damaging racial stereotypes. - We started a global employee DEI taskforce to ensure that all Taboolars feel valued in our global community and represented in a safe and inclusive work environment. This includes a new channel to ensure that the voices and concerns of our employees are given a clear avenue to our C-Levels. The DEI taskforce has also kicked off an ongoing education series to ensure that our employees, management, and board of directors all keep learning. - Additionally we started specific resource groups, a subset of the taskforce, that are employee-led to help foster an inclusive workplace and particularly focus on welcoming minority groups. Resource groups host events, engage employees with common experiences, increase visibility, and create safe spaces for discussions, for everyone to talk and learn about these issues. We have four resource groups as of now: Taboola Black, Taboola BAME (Black, Asian, and Minority Ethnicities), TEA (Taboola Equality & Acceptance), and Women at Taboola. - We created an anonymous mechanism, an internal form, for employees to voice concerns. It’s really important that every Taboola employee can share any experiences, statements, or general feelings related to DEI that may be on their mind, and that those thoughts reach our leadership, completely anonymized. We want to listen, learn, acknowledge, and correct. ## What you should expect next. While this will be a journey of many iterations—nothing will happen overnight—I don’t want to just be good enough. I want us to be great. I want to be challenged and challenge ourselves to do more, both internally and externally, to build a community that is diverse, equitable, and inclusive. In January 2020, I was on stage at our yearly sales kickoff, sharing with our sales organization our three year goal to create a diverse, inclusive and ambitious environment where every Taboolar could discover and unleash their potential to achieve individual and collective success. I want every talented person in the world to feel great being part of Taboola, to want to join. It’s an important goal, and now more than ever as the globe grapples with issues of racism and acceptance, we focus on improving ourselves and the world for the better. This quarter, we’re working on defining the exact goals we’ll set for ourselves, and in part two of this post, we’ll share those goals with you. I’m very proud of Taboola for being a transparent company, for rallying together so quickly and for a team of 1,400 people who are open to discussing issues, challenges and opportunities. We’re a technology company, but we are humans first.  --- ### Taboola's Efforts to Combat COVID-19 Misinformation and Support Quality Journalism URL: https://www.taboola.com/taboola-life/how-taboola-is-working-to-prevent-the-spread-of-covid-19-misinformation-and-support-quality-journalism/ Last Modified: 2025-01-14 14:36:29 I wanted to share my thoughts about the current situation, and what we're doing as a company. Before I start I want to emphasize that everyone's first obligation at this time is to their families and loved ones. I urge you to keep yourselves healthy and please take care of your elderly family members and any family members with health issues that leave them susceptible. Internally, our leadership has met daily to discuss COVID-19, in an effort to react best in response to what's happening across the globe, as well as to make the right proactive steps going forward. This is not easy because it feels like every day we wake up to a new reality, and it's unclear how exactly this situation will evolve. Every meeting I've had over the past few weeks starts and ends with COVID-19. Everybody cares—our advertisers, agencies, publishers, reporters, mobile carriers, OEMs, investors, our board of directors—everybody. As part of this global pandemic, Taboola has a responsibility to our industry, to the open web, and to readers worldwide. We will work hard to ensure journalism stays strong, and readers, at the heart of this pandemic, stay informed with quality, trusted sources of information—especially in these uncertain times, as we globally battle COVID-19—we will fight the spread of misinformation about the Coronavirus. I've written before about times when we've made decisions to proactively block content items we thought were problematic. This is a major part of what our Content Review Team, now 50+ people strong, handles—the implementation of our continuously updated public policies that govern what we recommend on the open web. ## COVID-19 Ad Policy: Only Official Authorities Allowed, Well-Known Publishers Only, No Gas Masks, and More While Taboola does not create the content on our network itself, we invest greatly in detecting and removing misleading ads; as I write this blog, I'm calling our head of policy who tells me that since last Thursday evening we've rejected 445 requests to promote facemasks and coronavirus related campaigns that don't meet our policy. To fight the spread of misinformation about this global pandemic, we've updated our ads policy to the following: No Facemasks Allowed: We've specifically prohibited facemasks as we've seen those ads causing shortages where needed, exploiting panic, exaggerating pricing and used as clickbait for cloaking, which we always work to prevent. No False Claims: - Ads may not make personal or public health claims, such as implying that a product can cure, treat or prevent the Coronavirus. - Ads may not refer to the Coronavirus and create a sense of urgency, such as implying a limited supply of any product. - Ads may not use the images or illustrations of Coronavirus. - Ads may not use the Coronavirus in headlines without context to the landing page Coronavirus Ads are Only Permitted From Official Authorities: By only allowing information from trusted sources and preventing the spread of advertisements making false claims about this crisis, we hope to not only limit misinformation about the pandemic but support the spread of quality journalism. - Official health organizations (government and NGOs), such as the WHO, CDC etc. - Official authorities like the Ministry of Health, city municipalities, police departments, health authorities, etc. - Health Care institutions like hospitals, medical facilities, etc. - Promoted articles by well-known publishers and news sources, like Reuters, NYT, etc. ## We're Only Re-Circulating Articles From Well-Known Publishers in Support of Quality Journalism and Accurate Information Not only do we want to prevent information that's wrong, misleading, or downright malicious, we want to bring quality journalism to people across the globe. In the last 30 days, we've recirculated thousands of articles related to the Coronavirus from our premium publisher partners, helping millions of readers find articles like these with information from credible sources: We're also reaching out to publishers and offering them free access to our insights, so they can see what people are reading on the open web as a part of our product Taboola Newsroom, and encouraging them to use that data to help their users be better informed. ## Now is the Time to Support Quality Journalism In the last month, the word 'Coronavirus' became the second-most common word on block lists for news publishers, up from eighth-most common in January. We aim to support the spread of accurate information about this pandemic. Over the last 30 days, we've seen 71% of readers in the U.S. alone reading about the Coronavirus—you can support the spread of accurate information to people across the globe. As we continue this fight against the spread of misinformation and the fight for quality journalism in support of the spread of accurate information, I invite you to email me directly at adam.singolda@taboola.com if you think you see something on our network that doesn't belong there. Please be safe, healthy and take good care of yourself. --Adam Founder & CEO Taboola --- ### Taboola Talent: Lena Chudasama's Journey from Long-Term Goal to Daily Reality URL: https://www.taboola.com/taboola-life/taboola-talent-lena-chudasamas-journey-from-long-term-goal-to-daily-reality/ Last Modified: 2025-01-14 14:36:29 At Taboola, milestones are celebrated. When a team member heads into the next step of their career, the entire company celebrates together regardless of location, team, or function. To give a glimpse into what it's like to learn and grow at Taboola, we'll be sharing the stories of incredible Taboolars who have made various strides within their careers here. Last up: EMEA Sales Enablement Lead, Lena Chudasama. ## Lena's Taboola Journey In April 2014, Lena joined Taboola in London as a Media Account Manager for the UK market. She describes these early days as "scrappy", and says she feels fortunate to have been able to "experience the excitement of a young, developing business." It didn't take long for Lena and the UK team to grow, evolve, and outgrow offices as Lena took on more responsibility becoming a Senior Account Manager. "I've been here for a few office moves and seeing the transition and growth of the company has been amazing. I was the first SMB Account Manager, managing accounts in seven markets including UK, US, Germany and Ireland. I loved being part of a brand new team and determining processes and ways to service our clients at scale. Over the next two years, our team grew from just me, as the first account manager, to 12 account managers globally, and the team is continuing to grow." Lena's leadership and initiative came as no surprise to her teammates. Since her first day at Taboola, she demonstrated a clear passion for running employee trainings, onboarding new members of the team, and mentoring whenever she could. "Throughout my time at Taboola, I created onboarding plans for the team, set up mini trainings, and mentored newer team members. Pursuing a role at Taboola where I could flex my passion for training was always my goal, and the motivation behind the projects I pursued and the skillsets I honed. In January 2019, the need for a Sales Enablement Lead arose, and I was the natural choice. It took time and hard work to get there, and it was totally worth it." Lena cites coming into Taboola with a clear long-term goal in mind as a large part of her success at the company. She built and nurtured strong relationships with not just her own manager, but her manager's manager, and the team in HR. She was vocal about her goals, and when the opportunity came for her to reach them, the team she had built such strong relationships with was happy to help her get there. "If I could give one piece of advice to someone getting started at Taboola, it would be getting to know the people on your team and build relationships. Learn the product as well as you can and keep honing your skills. Get the basics right and you will be successful." So, what's next for Lena at Taboola? "Over the last year in my current role, I've established the basics and laid the groundwork. This year, I want the team to continue refining the way we deliver and measure our training so that each and every sales person at Taboola feels that they have the knowledge, skills, and tools they need to reach their goals and then some. I want them to be excited about working at Taboola!" For more inspiring stories from the incredible people who make up the Taboola team, keep an eye out for more editions of Moments of Growth. If you're interested in a Taboola moment of your own, check out the roles we currently have open. --- ### International Women's Day 2020: Wisdom From the Incredible Women of Taboola URL: https://www.taboola.com/taboola-life/international-womens-day-2020-wisdom-from-the-incredible-women-of-taboola/ Last Modified: 2025-01-14 14:36:30 Ask any company if they have the best employees, and they're bound to say yes, so bear with our bias as we declare that we house some of the most talented, hardworking, and inspirational women in the tech industry (and—mega bias—the world). Every day, across all departments, the brilliant minds of these women come together to help our advertisers find continued success, our publishers fuel quality journalism, and to keep the engine of Taboola running full steam ahead. Today, and every day, we want to take a moment to highlight a few of them, and grab a few words of wisdom that anyone can carry with them in their careers and in life. We asked a randomly selected handful of women at Taboola: - Who or what has inspired you the most in your career? - What's one piece of advice you would share with a woman just getting started in your field? - What's one thing you would tell your younger self? Without further ado, meet just a few of the aforementioned women (there are many more at the company, too!) who make Taboola what it is. ## Keren Corsia, Scale & Big Data Infrastructure Engineer “My inspiration is knowing that it may be hard to fail, but failing is always better than never trying at all. To women just getting started in my field, I say work hard! Explore and investigate things deeply. Be curious and eager to learn. Do not be afraid to ask questions and raise concerns. Dream big and remember: everything you dream you can achieve. I would tell my younger self to smile and not to worry—everything will be OK :)." ## Ran Tanaka, Marketing Specialist “My mom has been an inspiration for my career. She has been a career-oriented woman for pretty much all of her life and was able to break through many barriers to get where she is today. She is currently a Director at a Japanese automotive parts company based in Bangkok. My mom is my role model and I want to be strong, intelligent, and driven like her. My advice for a woman getting started in my field would be to always be kind and patient. Things won't always go as planned, but that's okay because it's part of life. My advice is to hang in there, don't ever be afraid to ask questions, be proactive, and don't give up! I would tell my younger self not to hold back, to live life, and to have fun! I've spent too much time worrying. Now, I realize that life is short and what's important is to just always surround yourself with good people." ## Casey Feinberg, Enterprise Publisher Account Manager “The woman who has inspired me the most in my career has been my mom. She has always been a woman who has encouraged taking risks and failing because with failure comes new opportunities, knowledge and growth. There is no such thing as 'too much knowledge' and the more you know, the better resource you are to the people around you. One piece of advice I would give to a woman just getting started is to take risks, challenge yourself and learn from your mistakes. Everyone loves their comfort zone, and straying away from it can be a daunting and scary task. I encourage women who are just getting started in this field to embrace the discomfort. Do things that go beyond your job description. Challenge yourself and speak up if something doesn't make sense. Remember that it is okay to fall, as long as you fall forward. One thing I would tell my younger self would be to not stress so much. It's easy to get overwhelmed in challenges that may or may not be in your control. I would tell younger Casey to take a deep breath, remember that a challenge is just a hill that you will eventually get over and utilize the people around you for help/additional resources. There's no reason why anyone should ever feel alone!" ## Nneka Okoli, Growth Manager, US Media Sales “I would say my biggest career inspiration is Oprah. I really admire the way she continuously inspires and uplifts women (and men) across the world by telling her story. I think it takes a lot of courage to be able to put yourself out there in the world and discuss the uncomfortable topics such as weight, child abuse, love, spirituality, etc. While Oprah may not be in the digital advertising business, I think there is a lot we can learn from the way she has created an entertainment empire. I am constantly fascinated by women who dominate in a primarily male business. From the Oprah Magazine, to the Oprah Winfrey Network, and to the latest (and my favorite iteration) the Super Soul Sunday podcast and interview series. In business, it's common for people to think there has to be a "winner" and a "loser." If there's one thing I've learned from Oprah, it's that you can create a wonderfully successful business without any losers at all. There are so many other women who inspire me—Mary Dillon, Rosanna Durruth, and Brooke Devard to name a few. But when it comes to overall impact, Oprah is my number one. To someone just getting started, I would say to slow down and enjoy the climb. My first internship was at a start-up fashion company designed with shapewear inside its garments. It catered to older women 40+ and only carried business and formal wear. I spent my days cold calling and cold emailing boutiques, presenting the brand at numerous trade shows, and executing the brand's social media strategy. I was one of three employees and made approximately $500 for 3 months of work. None of my career opportunities after that would have been possible without my humble beginning. So don't worry if what you're doing now isn't glamorous—it will pay off one day! To my younger self: Root yourself deeply in community. My best opportunities have all come from a friend, or a friend of a friend. So lift your head up and look around! You can't figure it all out by yourself, and you weren't meant to. Ask for help when you need it, and give help when you can." ## Susie Meloro, IT Administrator “The women I have met in the technology field have been the most inspiring in my career. They are all, in their own ways, shaping and improving not only the specific fields but also those who work with them. It's really inspiring to see that on a daily basis. My one piece of advice to women entering into the technology field is to find female mentors.Mentors are great at not only helping with navigating a career path but also the challenges that come with being the only woman in a room most of the time. Advice from someone who has been through what I may be experiencing for the first time is invaluable. I would tell my younger self to remember the phrase 'Not my circus, not my monkeys.' I find it easy to try and take on fixing every issue and problem and not taking a step back to remember that not all things are mine to take on. It's ok to say 'no' and set those boundaries. It goes a long way to managing expectations as well." ## Rocio Rodriguez, Media Sales Team Lead “I have always been inspired by women who with effort and passion have reached the highest position within an organization, and particularly those with whom I have had the opportunity to collaborate at some point in my career. But the woman who inspired me the most to grow, to seize opportunities and to never settle, was my Mother. To someone just getting started in my field, I would tell them to be curious, be interested in knowing more and never stop learning. Consider all the members of your team as your teachers, since we can always learn something from everyone, so be humble and thank them. And most importantly, never be afraid and think that you will not be able to reach your professional goals. Fear can be the biggest obstacle to success. For my younger self, I would say to not miss opportunities, to think big and to not be afraid. Do not think that others are more than you. You are big, powerful, capable, and you have qualities that make you unique. Pay attention to your intuition in moments of doubt. Your wise part is never wrong. Accept yourself as you are, show confidence in yourself and you will see how a world of great opportunities will open immediately in front of you." ## Rachel Hellewell, Media Sales Planner “In my career, I've been most inspired by my parents! They are both very hard workers and from a young age I've always looked up to their careers. They taught me that nothing comes easy and if you really want something you have to work for it. To someone just getting started in my field, I would say to be creative! Don't see the job description as a be all end all. Push yourself to reach out to other teams, side projects that have not been asked upon you, and get creative with your job duties. Starting out in a new field can be scary and I know I wasn't exactly sure what I was good at; so don't be afraid to do your job differently than the last. Everybody has different strengths and weaknesses. I would tell my younger self 'don't be afraid to mess up'! Everybody is constantly learning so don't feel dumb for asking questions––it'll only help you in the future. Find really good mentors to look up to and help you when you have questions." ## ## Fernanda Sene, Publisher Account Manager “I've been inspired by many people during my career. And mostly what these people have is the capability of creating and cultivating strong relationships, which is a characteristic that I admire a lot and consider very important to succeed in any field. To a woman just getting started in my field, I would say to not let anyone think you are less than a man. And most importantly, don't ever think you are less than a man. I would also tell them to never compare your beginning to anyone else's middle. I would definitely tell younger myself to breathe, be more patient and to have a strategy. To summarize that, I would say to myself 'Fernanda, think before you act'." ## Meaghan Coffey, Product Marketing Manager “I reported to a groundbreaking COO straight out of college, and she was surrounded by equally rockstar women. I'll never forget walking into that first team meeting of my career, looking around a table of ~15 VPs+ where 1) women were the majority, and 2) all were genuinely interested in helping me contribute and learn the ropes. When I think of the end state of my career, I don't think of a title—I think of the kind of table I'd want to be at, and ways I can pay it forward. It's one just like that. I credit that team with setting up a foundation I pull from daily. To a woman getting started in my field, I would say that mentors are so important—you'll never learn enough about your industry, your market value, skill development, and your own strengths and weaknesses without them. But advocates are way more rare, and essential—someone who recognizes your talent, values your voice, builds your confidence. They don't just find a space for you, they help you make a space for yourself. Find yours, and be one for others. To my younger self, I would say: Trust your instincts." ## Shivani Pant, Publisher Account Manager “In my career, passion inspires me. It's infectious and contagious. Whenever I meet someone truly passionate about something, which doesn't necessarily have to be their work, their energy and excitement fills me up. This energy continues to inspire me for months. These people are inspiring without even knowing it, and that's the true beauty of it. One such constant in my life who has stirred up that inspiration in me is my mother and her pursuit to never stop learning, even at the age of 60. Having seen that drive to learn more and the happiness it brings to her is something that has inspired me on many occasions. I would tell a woman getting started in my field, as I'm learning more every single day, that getting out of your comfort zone is probably the best thing you can do to make that magic happen. Thailand was never a place on my radar. It was two years ago that I decided to move to Bangkok without ever having visited this country and it has been one of the best decisions I ever made. Take as many risks—calculated risks—as you can. Do more of it every opportunity you get. You might not always succeed, but the reward (if not short term, then definitely long term) is usually greater than the risk. Those setbacks will only build resilience. Last but not the least, never stop learning. To my younger self, I would say to follow through! Follow through on that idea that popped in your head and you couldn't sleep that night because you were so excited. I can't even begin to tell you how many sleepless nights I've had because of that one idea that was going to change what I was doing. Don't just let the excitement die out. Something that took your sleep away is worth at least one shot." ## Dar Cohen, R&D Ops "I have been privileged to work with many great and professional people, they are my inspiration. I try to pay attention and embrace the good skills I recognize in people around me. One of the best ways to improve is to get feedback, but people will not always share their feedback with you. My tip for a woman just getting started is to be active and ask for feedback. Choose colleagues you trust and catch them after a challenging meeting / presentation / project, and ask them for feedback. It might be hard for them at the beginning, but in your next interaction they will know you strive to improve and share their thoughts with you. You might be surprised at how much you can improve, and you will also get a deeper connection with your coworkers. To my younger self, I would say trust yourself and don't be afraid to get out of your comfort zone." ## Keep these words with you To all the women at Taboola and beyond making a difference every day at work, at home, and in the world, we appreciate you. We hope you'll walk away from reading this feeling inspired, and that you'll keep these pieces of advice in your pocket for whenever you need them. Take time today to think about what motivates you in your career, the advice you'd give to someone getting started, and the advice you'd give to your past self. And, of course, take time to appreciate the women in your life! --- ### Taboola Growth: From Account Manager in a New Office to Director of a Key Team URL: https://www.taboola.com/taboola-life/taboola-growth-from-account-manager-in-a-new-office-to-director-of-a-key-team/ Last Modified: 2025-01-14 14:36:30 At Taboola, milestone moments are tangible. When a member of the team takes the next step in their career, the entire company celebrates collectively, regardless of location, team, or function. To share a glimpse of what it's like to learn and grow at Taboola, we'll be sharing the stories of Taboolars who have made various strides within their careers at Taboola. Next up: Director of APAC Media Account Managers, Nikita Olsen. ## Nikita's Taboola Journey About six years ago, as Taboola began strengthening its APAC presence, the need to open an office in Bangkok became apparent. Being a part of the founding team at a brand new office, while rewarding, comes with a host of challenges and problem-solving opportunities. Standing out among that original Bangkok team was an intern on the Media Team, Nikita Olsen. A true team player with an early ability to own any project given to her, Nikita thrived as she helped make the APAC team unstoppable. "No day is ever the same for me at Taboola. The APAC markets are ever-changing and new challenges come my way every day. I'm doing so much more here than I had ever imagined I could, and I love it." Working at Taboola was Nikita's first job, and her passion and desire to learn appeared instantly. As a bright and successful intern, she quickly transitioned into an Account Management role, where she was pivotal in helping Taboola expand into the APAC market. As that team grew, Nikita was on the frontlines, training Account Managers, and getting them up to speed and ensuring they were able to thrive themselves. This project highlighted a new skill within Nikita: leadership. It was this skill that made her a clear choice for the Director of APAC Media Account Managers, the role she holds today. "I'm looking forward to the year ahead, when I'll oversee a hardworking and dedicated leadership team for my first time, many of whom have been promoted internally. I truly feel a sense of family getting to work with these talented people, which is not something I take for granted." ## On Being in Tech and at Taboola Nikita is proud to be a female leader in technology, citing "leading by example, dedication, hard work & believing in the company vision" as key pillars of her success. "I have never pushed harder than I do in my day to day work at Taboola. By nature I am a very competitive person. and that drives me to always do more; not just for myself ,but for my team. I think there's no such thing as 'knowing it all', and I'm always trying to learn more from new employees, seniors leadership, & Taboola's clients. In my opinion, confidence is the key to success. If you don't have it, work hard until you do." In every role she's held and every task she's taken on at at Taboola, Nikita has maintained the same motivation and passion she showed those very first days in the Bangkok office. She describes Taboola as an energetic, challenging place to work alongside truly passionate people. So, what's next for Nikita at Taboola? "2020 is going to be a very big, exciting year. As the leader of the AM team, I'll be able to hone my focus and help drive strategic decisions that change the way the Account Management team at Taboola operates globally. My biggest goal for myself is to allow myself the time to think of more creative and outside-of -the-box initiatives that will help the broader team excel and drive advertiser success of the highest level." For more stories from the unique and talented members of the Taboola team, stay tuned for our next edition of Moments of Growth. To join the team and have a Taboola journey of your own, check out our latest open roles. --- ### The Next Decade For Taboola Will Be About “Time,” and Time Will Save Journalism URL: https://www.taboola.com/taboola-life/the-next-decade-for-taboola-will-be-about-time-and-time-will-save-journalism/ Last Modified: 2025-01-14 14:36:30 Can you believe it’s 2020 already? I feel like I just wrote my 2018 year in review and here we are starting a whole new decade. In the last decade, a lot has happened. I’m not even sure where to begin—the ice bucket challenge, Iron Man came out of the well and ended with a snap, a total solar eclipse, the world went crazy over Pokémon Go, we became momentarily obsessed with planking, Leo finally won an Oscar and Serial made podcasts mainstream. We even retired our very first server that we got in 2007. Fun fact—we now have 8,500 servers. The world also came to grips with the technology we raced to build and made a daily part of our lives. The iPhone changed how we communicate and work, leading the way for app-based businesses that do things like fuel the gig economy, and make online dating the norm. We’ve seen privacy disruption, mass-media mergers, the explosion of e-commerce, and so much more. In the midst of these global events has been our own special journey at Taboola, and before anyone speaks about the future, or the next decade, they have to start with the past. ## Win-Win (vs. Win-Lose) Culture I started Taboola in 2007 with a vision to help people discover things they may like and never knew existed—what we call a “moment of next”—protecting and being the safeguard of the open web and journalism. That is our purpose. When I’m asked about it, where I think we fit in the industry, it’s clear to me that what makes us special is the way we do business, what we refer to as a “win-win” culture. When I look around at many of the big platforms, even those loved by consumers, most of their growth over the history of time came at the expense of other companies; their partners—growth founded on a “win-lose” strategy. They grew, their partners lost. Because we’re not a consumer brand, and because we will never become one—the only way for us to grow is for our partners to grow—for the open web and journalism to grow. Our future is completely aligned with the success of our (beloved) partners. These partners have lost so much to the walled garden platforms—and that’s where we come in. We want to make sure that these incredible companies, premium publishers, device manufacturers, app developers, and advertisers are forever winners. I have so many partners around the world to thank for trusting us, and for all the hard work that took place over the last decade, and specifically in 2019, for growing our mutual business together. Just to name a few advertisers who trust us to drive growth outside of walled gardens; thank you to companies like Adidas, Honda, AIG, Nespresso and non-profits like World Vision and others. Thank you to publishers like Microsoft, NBC, Fox Sports, CNBC, CBS, Ynet, HuffPost, Le Figaro, Sankei, Reach, Axel Springer, News Corp Australia and others. Thank you to our Taboola News partners around the world, partners such as Sony, Vivo, American Movil, ZTE and others. As a reminder, Taboola News, our newest platform where OEMs and carriers can integrate Taboola’s SDK to surface an “Apple News”-like product into each device at the point of sale, engaging consumers in the Android community and driving engaged users back to the open web. ## 100,000 People Applied To Join Taboola in 2019 Last year, we were fortunate that over 100,000 people applied to work for Taboola, and we grew to almost 1,500 employees (“Taboolars”) in 18 offices across the globe. From a scale perspective, we served shy of half a trillion recommendations every month on the open web to 1.4 billion people, and they discovered (clicked) a piece of content or information on Taboola 20+ billion times. While we worked so hard to drive growth for our partners and clients, we also worked hard for each other and our ecosystem. In 2019, we broadened our impact beyond the digital world: - We changed the way we work with recruiting agencies—we only work with agencies that send us diverse candidate pools or we won’t work with those agencies. - We launched Taboola Inspire, our culture committee based in London, and partnered with several nonprofits at volunteer events across Europe. More importantly, the Taboola Inspire team has launched a number of green initiatives. Last year, our London office saved 7,000 plastic bottles, or 2000kg of oil and 750kg of greenhouse gases. - Our Culture Committee in New York, Taboola Spirit in Bangkok, and our grassroots volunteer organization in Israel all worked to host and volunteer at similar sustainability-focused events, as well as support causes like women leadership and AI education. - We had our first women leadership breakfast where we included leaders from all over the world at our latest sales kickoff, soon to be followed by many more. When it comes to work-life-balance, I talk internally at Taboola and externally in other channels about the importance of working hard, “startup-level-hard,” but also the importance of balancing other meaningful things and events in life. It’s not about “more more more” at all costs, but rather about being efficient with our time, and prioritizing so we can do what we love for a long time. For example, when I’m not traveling (about 60% of the time), I wake up at 5:00 am to take calls and answer emails while it’s still quiet at home. When I can, I squeeze in some LEGO building time, which is how I meditate :-). At 7:15 it's father/son time and I make breakfast with Oz and then walk him to school. If I can’t make our morning routine, then I make sure to get home at night in time to give him or my new daughter, Ellie, a bath. From time-to-time, I go out to meet clients afterwards. In general, I try to spend some quality one-on-one time with my kids and my wife, Victoria, every day that I'm not traveling. They keep me grounded, happy, and make me a better version of myself and a better CEO for Taboola. ## Mergers and Babies: Together We Are 11 Last year, it was mainly about “mergers and babies” for me. In 2019, a huge moment for us and the publisher-advertiser industry occured: Taboola and Outbrain announced the signing of a merger agreement, and our joining of hands. I said it on Squawk Box—and I meant it, I believe we’ll be able to double our publisher partner revenue, as well as give hundreds of thousands of small businesses and big brands an opportunity to drive growth outside of three companies who currently own more than 80% of the digital advertising space. Last year, beyond my Taboola family expanding to include Outbrain, perhaps the most amazing thing happened—my own family expanded with Elinor (Ellie), who joined her brother, Ozzy. When Ellie joined Ozzy, it was obvious to me that we’d grow as a family from having one kid to two kids. 1+1 = 2… But I was wrong, it wasn’t just another kid, it transformed our home from having one kid to having a family—a tribe. I saw it immediately, Ozzy started learning from Ellie, and Ellie from Ozzy, and growth opportunities arose. I’m telling you—a ton of growth synergies. But you see, what I found was that 1+1 is not 2… it's really more like 11. And when I think about Outbrain and Taboola joining forces, together we’re 11. ## 2020 to 2030: Our Journey From “Seconds to Minutes” with News-as-a-Service 2019 is behind us. 2020 and the next decade is here. I’m so optimistic about the future of journalism, the open web and advertisers. When I think of every app developer, every device manufacturer, and every publisher in the world—everybody is looking to engage consumers just a bit more. The best way to engage consumers is news and content, and the industry is responding. We saw it respond in 2019 when News Corp broke into news aggregation with Knewz, when CNN announced the future launch of their news aggregator, NewsCo, and how we’ve seen Apple double down on Apple News to get people to stick around on their iPhones a bit longer. News is the new “pink” and that’s a great thing for the industry. Here's what the future could look with news, and content in the middle of it all. Every sports app that people visit just to get their team’s score now has relevant news about their teams to get people to stick around just another minute a day. Every healthcare application or service where people come visit to check their symptoms now includes relevant content and news, and stay for healthcare content. Every financial service, every community service, every utility application, every ridesharing app, and more can now include news and content, and glue us all together in a relevant way. If we do it right, we can increase the time people spend with content and news, and their level of engagement, because they’re getting more value. We can do this all around the world, across all services—not by spending just a few seconds a day with people, but minutes. I call this revolution “from seconds to minutes.” The world needs journalism and the open web to survive and thrive. It’s important for our kids, and our kids’ kids, and I feel humbled to be a part of a revolution over the next decade that will bring news and content, in the most relevant way, to every possible service, hardware, and site in the world. Our plan is to forever be a win-win company, so that the open web keeps trusting us to bring relevant news into those moments, and so people will stick around longer for valuable content. ## Thank You Taboolars, If you’ve joined over the last 10 years, I feel like our life has changed and we have changed the life of this industry. Over the next 10 years, as we grow from 2,000 employees to 20,000 (scaling our startup), our life will change again, and we’ll have a chance to make an even bigger industry change. Our purpose to save journalism matters, let’s do this. Together. Thank you Taboolars, publishers, advertisers, and hardware manufacturers around the world that have given us a chance. I promise you, we’re just getting started... --- ### Where There's a Will, There's a Game: TaboolaCon and Other Team Traditions URL: https://www.taboola.com/taboola-life/where-theres-a-will-theres-a-game-taboolacon-and-other-team-traditions/ Last Modified: 2025-01-14 14:36:30 Within the walls of a workplace, it's common to simply punch the clock day in and day out. Arrive at the office, get work done, head home, rinse, repeat. Within the walls of Taboola, however, things look a little bit different. Passions and hobbies create connections and bonds, and it's not uncommon to find a whole group of Taboolars laughing and talking over food and drinks in the office kitchen, building new Taboola traditions as they go. ## Uniting Taboola's Board Game Enthusiasts Einat Lerner, a Talent Acquisition Manager in Taboola's Tel Aviv office, is part of a new (but already promising) Taboola tradition known as TaboolaCon. “It all started not long after my first day here, when a colleague of mine and I were talking about our mutual love of board games." says Lerner. “I soon, in true Taboola fashion, discovered that there was actually quite a large group of other employees who felt that same way, and it didn't take long for our very first TaboolaCon to kick off. Immediately it was clear that TaboolaCon was here to stay, and it became a monthly event looked forward to by the best game players at Taboola, along with their friends and family. Basically, anyone who wants to take on the werewolves, buy a settlement, or attempt to figure out the next code name is welcome, and the group keeps on growing." Aside from TaboolaCon being fun, one of the greatest aspects of all is the way it brings people together. For Einat in particular, being a part of Taboola's Talent team, the melding together of employees across all teams, backgrounds, and functions makes this monthly game gathering that much more special. “We're about to celebrate the one year anniversary of TaboolaCon, and it's amazing to see the way it brings people of all backgrounds, job titles, tech stacks, and more around kitchen tables, enjoying what is now becoming a very impressive board game collection, and just having a good time with one another." ## More Ways for Taboolars to Come Together The repeat members of TaboolaCon, needless to say, feel passionate about board games. But, with 1700 global employees and growing, there are countless other shared passions and hobbies being discovered among the team every day. At Taboola, no matter what you're interested in, if there's a group with that same interest, it's supported and fostered right within Taboola walls. To nurture a group of musicians of all levels? A music room. To give a creative outlet to those who love snapping pictures (on a camera or just for the 'gram)? A photography course. For those who practically hear “B9!" in their sleep? Bingo gatherings. The list is as endless as the creative, interesting passions of the Taboola employees who make up the diverse quilt of the company. Simply put, Taboolars are excited to bond with one another over unique shared interests, and Taboola never wants that to change. “Much like the end-to-end approach of Taboola itself, any employee here can come up with an idea and turn it into reality. When we share a passion, a hobby or even a general interest in something, Taboola always encourages us to explore it," says Lerner. “And, if there are enough people that share that same interest, Taboola will even sponsor it and help build it into something tangible. It's in Taboola's DNA that every initiative, whether professional or personal, becomes a part of what we do every day. It's what makes this company and this amazing group of people work hard, have fun, and always keep moving forward." --- ### Coming Together to Celebrate Women: The Like Minded Females x Taboola Event Series URL: https://www.taboola.com/taboola-life/coming-together-to-celebrate-women-the-like-minded-females-x-taboola-event-series/ Last Modified: 2025-01-14 14:36:30 At Taboola, no single person's work experience is defined simply by their role. The value they bring to the company stretches far beyond the work that they do, and deep into the ideas they have, the causes they care about, and the momentum they create. To round out 2019, we worked together with Sonya Barlow, founder of Like Minded Females, to put together a series of special events. Like Minded Females is a vibrant community for women to empower, celebrate, and connect with one another. This was exactly the type of energy we wanted to bring into our very own Taboola offices, and the perfect organization to help us up-skill attendees on topics that aren't often discussed. It was also critical that the experience be completely inclusive and open to people of all genders from all walks of life. . After all, we do have some of the best female leaders in the industry, as well as fantastic male allies who draw inspiration daily from the women in their lives. That was the impetus behind the three events we held at our London office. The first was centered around self image and overcoming negative thought patterns. The second took a look at finding balance in a world with so much room for burnout. The third shared important advice and fostered conversation around the hard-to-master art of money management. All three events delivered value of their own, and featured a Taboolar on the panel. ## Event 1: Overcoming Negative Thought Patterns For our very first event, we opened up an honest conversation around mental health, staying positive, and fighting a lack of confidence, especially in the workplace. Marc Thomas, a Managing Director at Taboola, spoke on this panel and shared some of his own experiences with self-doubt. Through our conversation, we busted the all-too-common myth that people in senior or manager roles are confident and sure of them 100% of the time. By sharing collective experiences, we were able to crack the code that everybody feels self-doubt at times, and everyone is capable of shifting the narrative in their own mind to overcome that. ## Event 2: Balance vs Burnout : How to Manage Life, Technology and Work Our second event highlighted the increasingly important topic of finding balance instead of burnout. We talked about financial, mental, and physical wellness, and how to best approach each. The panel featured people from all walks of life, including Taboola's own Ben Jones, a dedicated father and Director of Publisher Sales. Panelists fostered discussion around how people balance work, life, family, and fun in their own lives. "It was heartening to be a part of this panel and hear the questions that people asked, many of which I've been asking myself over the years too. It felt good to know that I wasn't alone in my concerns. I found the whole panel experience, and the audience participation to be immensely supportive. I felt so comfortable sharing my thoughts and difficulties," says Ben of the event. ## Event 3: Money Matters 101 Our third event opened up a discussion on a topic that can all too often feel taboo: money management. We didn't shy away from discussing some shocking facts about the financial disparities between men and women, and older and young generations. Once the floor was open, it made it easier to share tips, tricks, advice that all of us had picked up over time. We talked about the different tools and technologies that exist today to help facilitate money management, and collectively created a space where the topic of money was not only no longer taboo, but actually enjoyable to talk and learn about. ## Closing Thoughts from Like Minded Female's Founder To sum up exactly what these events stood for, Sonya Barlow said it best. “The series with Like Minded Females and Taboola felt like a great fit when we originally spoke. At Taboola, people, community and inclusion are at the forefront. Like Minded Females works to elevate that type of company culture and encourage open discussions and diversity of thought. The events themselves were a great success from the marketing to the execution. Over 250 people in total attended these events and interacted with one another. We heard from many attendees about how much they enjoyed these workshops, and the value that they delivered. The topics were simple by design––real pain points around life skills felt by real people. We received great feedback on the flow, the panel guests, the action points and most importantly the safe space which we created. Like Minded Females was proud to partner with Taboola, and we look forward to continuing to work with Taboola in 2020." --- ### Running for a Cause: Tel Aviv Taboolars Join Sunrise Israel for a Good Cause URL: https://www.taboola.com/taboola-life/taboolars-lace-up-for-a-good-cause-sunrise-association/ Last Modified: 2025-01-14 14:36:30 For many people, October 30th, 2019 was just a regular day––work, meetings, coffee, repeat––but for a special group of Taboolars and all of the incredible members of Sunrise Israel - Katz, this day was anything but regular. October 30th marked the Sunrise Israel - Katz's 10th annual Tel Aviv Night Run, where throngs of people come together with one common goal: to raise money for children fighting cancer, and the incredible families who rally around them. Founded in 2010, the Sunrise Israel - Katz has been making tremendous strides towards giving children battling cancer and their siblings the experiences that all children should be able to have––attending spring and summer camps, socializing with friends, and simply having fun. In order to continue delivering these wonderful experiences to children and their families, Sunrise Israel puts together events that go beyond just normal fundraisers, and bring communities together for an excellent cause. In Tel Aviv, some of our very own Taboolars are a part of this community, and were right there in the action for this past Tel Aviv Night Run. They shared, from their own points of view, what it means to be a part of this special event. ## Nadav Perry, VP of Sales Strategy and Media Ops As someone who has been a member of the board for Sunrise Israel - Katz, and remains involved, can you share what this cause means to you, and why you choose to participate? “I was introduced to Sunrise five years ago and was immediately moved by the unique and touching experiences they provide to families who are fighting cancer. Every year in Israel, about 400 children are diagnosed with cancer. The diagnosis changes the life of the patient and their family from end to end––hospitalization, a strict treatment regimen, side effects, and social isolation become part of daily routine. The association was established with the goal of organizing recreational and social activities for children battling cancer and their siblings. Participation is free of charge, taking into account the heavy financial burden borne by families whose child has a life-threatening illness. Their day camps give the children the opportunity to be children again. Their volunteers provide hope and happiness, and parents can rest assured that their children are safe and are being looked after by a team of experts. After seeing Sunrise's impact, I joined their Board of Directors and tried to help them scale in many different ways. Today, the association operates in several locations in the country, and I'm still involved in trying to help them scale. What does it mean to you to work at a company like Taboola where people participate in these types of activities? I'm proud to work for a company that has attached itself to these types of causes. We are incredibly lucky and privileged to be able to give back like this. Taboola has been running with Sunrise for years, and for every runner who participates, the company donates directly to help more children take advantage of what Sunrise has to offer. The Taboola runners who participate in the night run demonstrate that there is more to life than just work. Being a Taboolar is about being empowered to contribute to important causes in the countries we work in. ## Gal Shelach, Infrastructure Software Developer What does this cause mean to you? What makes you choose to participate? The night run has an incredible atmosphere. The runners have great energy, the crowd is cheering, and it’s all for a really important cause. Knowing that I’m able to help the children impacted by Sunrise Israel's work while doing something that I love is what makes this night so great. What does it mean to you to work at a company like Taboola where people participate in these types of activities? It’s so meaningful for me to work for a company that participates in these types of activities. I feel really good knowing that Taboola cares about the same causes that I do, and that they contribute to. ## Noy Ziv, Talent Center Specialist What does this cause mean to you? What makes you choose to participate? I love to run, but also I believe in helping others as a way of life. The minute I heard I had the opportunity to combine these two, I knew it was something I needed to do. I believe that each one of us can, and should, free up a little bit of time and effort to volunteer and support the community. This run was one of the most exciting and most fulfilling experiences of my life. There was so much adrenaline, and you could feel the energy in the air––so much energy that I even broke my personal record. Another great thing about this event was the opportunity to get to know other employees from other companies who have since become friends. What does it mean to you to work at a company like Taboola where people participate in these types of activities? The fact that Taboola gave me the opportunity to take part in this event makes me proud to be part of a company that supports the community. I think Taboola can really serve as an example to other companies looking to get more involved with great organizations like Sunrise Israel - Katz. --- ### An Inside Look at Taboola’s Employer Branding Strategy URL: https://www.taboola.com/taboola-life/an-inside-look-at-taboolas-employer-branding-strategy/ Last Modified: 2025-01-14 14:36:31 Today, there seems to be more places than ever where a company and a potential candidate can cross paths. From more traditional professional networking websites, to various social media, alumni events, and more, the opportunities for connection are boundless. Tucked within all of these chances are a place where companies often overlook being present, or have employees present, but none specifically geared towards talent acquisition: Conferences and trade fairs. Sending, for example, several of your key sales representatives to a large industry sales conference makes sense. But, sending those sales representatives alongside a member of your talent or employer branding team makes sense, too, and can make all the difference when a bright-eyed attendee looking for a career shift strikes up conversation with one of your employees. To dig deeper into the motivation behind arranging this type of presence, discuss Taboola’s presence at DMEXCO 2019, and highlight some key tips and ideas, we spoke to Taboola’s Global Employer Branding and Communications Manager, Miri Bar-Nathan. ## Understanding the Importance of Employer Branding Event Presence Why is it so important for you as an employer to use conferences like DMEXCO for recruiting? Events like DMEXCO are a great place for us to meet talented professionals from our industry who may be looking, actively or passively, for their next opportunity. They’re also a great place for us to showcase our company, both from a business and an employer branding perspective. We’re constantly sending some of our top talent to these types of conferences, so it’s a great opportunity for potential candidates to meet them and learn about us through our own Taboolars. We on the employer branding side of things love to accompany our employees to these events. Their energy attracts others who often approach and ask how they can also work for a company with such great culture and people, and we’re happy to be there to make it happen. Has recruiting at conferences and events always been on your agenda, or has it grown in importance in recent years?  Taboola has been proactively investing in employer branding activations for the past three years. This has included attending industry events with a focus on recruiting. Until recently, our focus was mostly on the software developer community, and mostly in Israel. There, we attend and speak at a lot of industry events, meetups, and career fairs. This year, we’re expanding these activities and will be broadening our employer branding efforts at conferences and trade fairs globally, like OMR and DMEXCO in Germany. When you’re present at a conference, what type of activations have you seen the most success with? When we’re deciding on an activity for an event, it’s always important for us to identify the type of audience that will be there. If the audience is more tech-oriented, then we’ve learned that organizing a code riddle or a tech workshop will work well. If the audience is more of a business/marketing crowd, then a networking event may be best. One activation that worked well for us was a mobile escape room that we brought to a developer event. The attendees had to crack a safe’s code in order to access a drone. Over 50% of the event attendees left their details at our booth, and we actually hired two senior developers from it. We’ve really found that activities that tell our story in an interactive way are always the most successful in creating brand awareness and generating leads for the recruiting funnel. Are there any activations that haven’t worked as well?  As a general rule of thumb, failing to identify your audience and not adapting the activity to their style is usually not going to end in success. The same holds true with activities that feel overly formal, and don’t tell the employer brand story from a personal perspective. When engaged in the activity, your audience should feel that they can relate to your brand, and the best way to facilitate that is to showcase real employee stories and experiences. How important is it to remain authentic in these activations? Company culture can’t be faked. Your employees will likely be speaking to people at the event, so if the message you’re conveying about your culture and the message being conveyed by your employees clashes, it’s a red flag for potential candidates. This is also true as potential candidates move further down the recruiting funnel and meet more people from your organization. They’ll get a good perspective on the true company culture from those conversations. It’s important to focus on your company strengths, and to use these to showcase your story at conferences and events. You only get one chance at a first impression––be sure to make it count. If you had to boil employer branding event presence down to three key takeaways, what would they be? - Know Your Audience: When preparing for an event, research the type of audience attending, understand the roles that are suitable for them, and make sure the activities you plan will appeal to them and foster engagement. - Spice it Up: Plan activities that are interactive, interesting, and different from the other activities at the event. It could be a riddle to solve, a post-event mixer, a fireside chat between two of your employees, a photo booth, or any other attention-grabbing and activity that will get people talking about you and, most importantly, talking to you. - Involve Your Employees: This is the best way to showcase your authentic employer brand, and to tell your story in a genuine and personal way. Meeting and engaging with your employees will leave an impression on potential candidates, and will have a lasting impact on the perception of your employer brand. --- ### Lessons, Laughs, and Leadership: Taboola Management Training 2019 URL: https://www.taboola.com/taboola-life/lessons-laughs-and-leadership-taboola-management-training-2019/ Last Modified: 2025-01-14 19:14:41 At Taboola, we know that a team is only as strong as its leader, and a leader is only as strong as their team. That’s why we recently gathered a group of our leaders from all over the world in our UK office to spend some time learning the ins and outs of what it means to be a strong leader and, of course, having a little fun, too. This workshop was broken up into three days. On day one, we covered what it means to be a self-leader, on day two, we dug into the art of leading others, and on day three, we discussed leading the business.  In addition to making the experience so enjoyable for one another, our managers walked away with truly actionable takeaways.  I figured there’s no better way to give a glimpse into the topics we covered and the insights that were uncovered than to go right to our managers themselves. Here’s what they had to say when their training came to a close. ### Swita Charanasomboon Sr. Marketing Manager, APAC, Bangkok  What does leadership mean to you?  “I like to think of it as learning about yourself, in order to use your skillset to help others learn, grow, and do meaningful work!” What's the one piece of advice you would give to a brand new manager?  “I would tell them not to be afraid to use tough love! It's important for team members to learn and grow, so timely feedback and coaching is important. It's not helpful to a team in the long run if a manager is  trying to be their friend at the expense of challenging them and helping them grow.”  How do you motivate and encourage growth in your employees?  “I like to start by listening––find out what really matters to them in terms of their career development, and create opportunities for them. When relevant, I share my own experiences and learnings from my career, including the mistakes I've made and what I've learned. Managers are given the opportunity to shape the lives of individuals, so I try to be mindful of this gift.”  What's the one thing you took away from this management training that you will put into action right away?  “We learned about the support-challenge matrix, and that the ideal mixture for a manager is to be ‘high support and high challenge.’ I’ll keep this top of mind to make sure that my team is engaged in challenging work, and that they know they are supported.” ### Yven Gonnet Sales Team Lead - EMEA SMB Publisher, London  What does leadership mean to you?  “The ability one has to motivate and inspire others to go towards a common goal.” What's the one piece of advice you would give to a brand new manager?  “Do not fear being vulnerable to your team. It leads to relationships based on trust, better communication and more effective team in-fine.”  How do you motivate and encourage growth in your employees?  “While I acknowledge and tackle issues, I’m always focusing on the solution and what’s positive—now, or to come in the future.” What's the one thing you took away from this management training that you will put into action right away?  “To do a lot more coaching.” ### Robert Perry Publisher Account Director, APAC, Bangkok What does leadership mean to you?  “To me, leadership means creating the conditions for my team to accomplish our greater goals, and to foster individual growth amongst my team.”  What's the one piece of advice you would give to a brand new manager?  “Be yourself––don't try to be anyone else.”  How do you motivate and encourage growth in your employees?  “I think it’s really important to foster a sense of autonomy for each member of your team. This allows them to have a stake in the team's greater goal setting and attainment. In addition, you need to provide a healthy amount of challenge with corresponding support, so that the team is constantly moving forward.”  What's the one thing you took away from this management training that you will put into action right away?  “One thing I've started to use immediately is the coaching line of questioning with my team. There is a lot of nuance in coaching, but the framework given during the course can immediately be put into practice.”  ### Vinicius Landucci Team Lead, Media Sales, Brazil What does leadership mean to you?  “Leadership is about enabling people to achieve and deliver results with one common purpose. It’s also about creating an environment that is not only challenging, but also one where they feel excited and fulfilled.” What's the one piece of advice you would give to a brand new manager?  “Be authentic, humble, and open to learning every single day. Most likely, you will make mistakes and by recognizing those, you become more likely to succeed.” How do you motivate and encourage growth in your employees?  “I make sure we are all on the same page with our purpose. Then, by understanding each person individually, I let them naturally step into situations where they can use their skills, and I always give them proper recognition for their accomplishments.” What's the one thing you took away from this management training that you will put into action right away?  “I want to create a high-performance team culture where people will not only achieve results because they are good at what they do, but also because they feel responsible for the outcome of the group as a whole. I want to give them the level of learning, confidence, and excitement that will make them ready to overcome any obstacles together.” ### Sofiia Zuieva Media Sales Manager, Media Sales, London What does leadership mean to you?  “It’s the art of getting others to do what you want, but so that the person wants to do it themselves, too.” What's the one piece of advice you would give to a brand new manager?  “Always be open to communication with other people. Learn to listen to what your team members say or ask. The more you know, the better prepared you are to make decisions.  Find the right motivation in each team member and help to structure their workflow in order to reflect their professional and personal aspirations on projects that they are set to do.” How do you motivate and encourage growth in your employees?  “I do it through involving the team in setting goals and making decisions. To keep the motivation levels up, I set ambitious but achievable goals and give them praise for reaching every milestone in the process.” What's the one thing you took away from this management training that you will put into action right away?  “To develop and exercise coaching skills when speaking with my team.” ### Bastian Richter Team Lead, Media Sales, Berlin  What does leadership mean to you?  “Leadership means so many things, but the essence of leadership to me is the ability to help an organisation realise a vision––to bring that to life in a way that people want to do their work instead of being told what they have to do.”  What's the one piece of advice you would give to a brand new manager?  “Focus on your strengths and build those out. Be the kind of leader that you would follow.”  How do you motivate and encourage growth in your employees?  “I create a positive work environment and always be respectful, honest, and supportive. I give them room to grow, I ask them what they want, and I make sure to share feedback. While there’s no one-size-fits-all approach for motivating and encouraging growth, I’m always looking for the ways that work best for my team.”  What's the one thing you took away from this management training that you will put into action right away?  “I would love to establish team rules and I also want to do much more coaching with my team.” ### Emina Biscevic Team Lead, Media Sales DACH, London What does leadership mean to you?  “For me, leadership comes from the heart. Leadership is not about the ‘you’ but the 'others' and the empowerment of people. It means working with and through others to achieve goals. Good leaders are facilitators who are helping people to learn from everyone around them.” What's the one piece of advice you would give to a brand new manager?  “Listen and be nice to people.” How do you motivate and encourage growth in your employees?  “By offering regular feedback, sharing success stories amongst the team, and encouraging teamwork.” What's the one thing you took away from this management training that you will put into action right away?  “I’m going to create a team charter in which we define the purpose of our team, expected outcomes, and how we will work together to achieve our goals.” ### Maxime Berthier Team Lead, Publisher Sales - SMB EMEA, London  What does leadership mean to you?  “Empowering others and creating the best environment for people to succeed.” What's the one piece of advice you would give to a brand new manager?  “Be yourself. You don't have to become this stereotypical idea of a manager. You were chosen to lead because of who you are.” How do you motivate and encourage growth in your employees?  “I give them the flexibility to set their own goals based on their career aspirations and areas of interest.”  What's the one thing you took away from this management training that you will put into action right away?  “Coach, coach, coach. You will save everyone a lot of time if you train people to solve their own issues.” ### Lucy Trudeau Media Account Director, UK Account Management, London What does leadership mean to you?  “Leadership, to me, means being brave enough to take risks and inspire others through your actions.”  What's the one piece of advice you would give to a brand new manager?  “I would advise them to take time to get to know each person on their team and start to understand what motivates them. Then, to create a highly supportive but challenging environment where their team feels enabled to be the best version of themselves.”  How do you motivate and encourage growth in your employees?  “I encourage each member of my team to discover what the higher purpose is behind each action. I encourage them to focus and prioritise on the initiatives that are going to have the most impact, and have the confidence and autonomy to own their career development.”  What's the one thing you took away from this management training that you will put into action right away?  “The first thing I’m going to do is rewrite my personal development plan by thinking about my strengths instead of focusing on my weaknesses. I recommend that for all managers––It’s very inspiring!”  --- ### Testing The Digital Media Marketing Waters With Taboola's Summer Internship Program URL: https://www.taboola.com/taboola-life/testing-the-digital-media-marketing-waters-with-taboolas-summer-internship-program/ Last Modified: 2025-01-14 14:36:31 In today's fast-changing digital marketing landscape, finding hard-working, enthusiastic and technically-savvy individuals to join our team is challenging. That's why we created the Taboola Summer Internship Program. Inviting promising young talent to work in a summer digital media intern position at Taboola has proven to be a win-win. Each intern gains valuable experience and insight into what a future in their chosen field might look like. And Taboola gets a chance to introduce tomorrow's digital media leaders to our global company culture and ever-expanding business. At Taboola we know how rapidly technology has, and is, changing marketing. So we're committed to ongoing hands-on training, exploration, and educational opportunities for our employees. We embrace global collaboration and welcome team members who are ready to roll up their sleeves, immerse themselves in Taboola's continuous training program and environment, and who understand the importance of using data analytics to inform problem-solving and decision-making in the digital media world. ## Our Intern Roles and Accomplishments Taboola offers internships in a variety of roles and departments. Here are three examples: ### Programmatic Partnerships Our Programmatic Partnerships Interns support the global team in daily Excel-based analytics and operational tasks. They also gain valuable communications experience assisting in client-facing tasks, such as optimizing on-going client activities in an ever-evolving marketing environment. In her role as a Programmatic Partnerships Intern this summer, Cameo Hazelwood honed her Excel skills by working on projects involving measuring the advertising spend of large, well-known brands across the Taboola Programmatic buying landscape. Hazelwood says her time with Taboola helped confirm her decision of what to study next. “As an undergrad at the University of Pennsylvania, I studied both Cognitive Science and Consumer Psychology and began to become very interested in the intersection of marketing and data.  I am preparing to return to Penn for my Masters in Behavioral and Decision Sciences, where I am excited to learn more about understanding consumer behavior through data. At Taboola, I was able to explore this space more and became even more excited about it." ### Media Sales & Account Management Interns in media sales and account management help the sales team find new media companies to bring into the Taboola family. Responsibilities include: prospecting; working in Salesforce; responding to Request for Proposals (RFPs), or requests from new clients to work with us, and conducting market research; as well as attending group training intensives, which Riley Flynn particularly enjoyed. “I attended the Media Off-Site, held in the New York office's Fun Room. The two days of in-depth media training were extremely valuable learning experiences and great opportunities to meet people in various roles within the department.  The best part of the offsite was the interactive breakout sessions, where you were placed in teams and given a task, such as creating a media plan, then pitching it to the room (the bowling night was a close second)! hearing from various leaders at Taboola about their growth within the company was inspiring." ### Publishing Sales & Account Management Our publishing sales & account management interns work with teams to follow up on leads for new publishers and/or then work on managing those publisher accounts. Daily activities include: assisting account management and sales teams to vet leads; analyzing data; and onboarding publisher partners for the Taboola platform. Ongoing work includes: analyzing industry and network trends; training on Taboola's proprietary systems, plus universal sales tools such as Salesforce; and client-facing work, such as preparing presentations and providing performance updates for existing clients. As a publishing sales and account management intern, Matty Glenn gained valuable knowledge and experience. He learnt that Taboola is far more than "that widget company," providing expansive yet customized solutions for digital publishers. “While some of our publishers' main priority is to generate revenue from sponsored advertisements, there are also many for which ad revenue is the least of their concerns. Publishers may prioritize user engagement, time on site, a high-quality user experience, or all of the above.  This is why Taboola doesn't just display sponsored content, but a variety of content formats. There's even the Taboola Newsroom, an invaluable tool for an editorial team, which provides real-time insights on both their own content, as well as viral trends across a publisher network with 28 million unique monthly users. Thus, I like to think of Taboola as a holistic consultative service for digital properties." We strive to create a challenging, enriching and fun environment for our summer interns, and are humbled by the contribution that each year's group brings every time they come in the door. --- ### International Women’s Day: Men’s Perspectives on Women That Inspire Them URL: https://www.taboola.com/taboola-life/iwd-mens-perspectives/ Last Modified: 2025-01-14 14:36:31 The Digital Media industry in Europe is brimming with intelligent, pioneering and creative women who are not only experts in their chosen field, but are fearless about exploring new ideas and territories. We enjoy the good fortune of working both alongside and for such role models. You may remember that in honour of International Women’s Day 2018, we celebrated inspirational females everywhere by showcasing some awesome, yet totally relatable, career stories from these ladies. We learned loads, from the importance of staying curious, to putting in the ‘hard yard’ and having the courage to demand what we deserve. Fast-forward to IWD 2019 and we see the same theme—think equal, build smart, innovate for change. In the spirit of #balanceforbetter, we spoke with some of our most influential male leaders at Taboola about what International Women’s Day means for them. We (gently) insisted they share with us a little about who their female role models are, and what the inspirational women in their personal and professional spheres have brought to their lives—and they did not disappoint. ## Taboola Leaders Discuss the Women That Inspire Them ### Jon Westnedge, VP of Taboola EMEA Jon considers himself lucky to have grown up surrounded by a plethora of strong female characters, one of which taught him a lifelong lesson about how to drink good whisky. “I have been lucky enough to be surrounded by many strong, independent and inspiring women. Growing up, I spent lots of time with my mother's family—there were four sisters and a brother, all strong characters in their own right. My grandparents had immigrated from Ireland in the 30's and led a tough, hard-working life and instilled a strong work ethic in their children. My grandmother, a true matriarchal figure, was a quiet yet impressive achiever and became the first woman in Britain to pass her driving test. One of my aunts, Angela Harvey, transcended her working class background to become Lord Mayor and Leader of Westminster Council. I've worked with many impressive women in my career. Time Inc. and CBS Interactive were two employers where several women held exec positions and gender diversity was seemingly a non-issue, on the surface at least. In my adult years one woman stands out as a formative influence, Connie Ostmann, who was head of the languages department at London Metropolitan University. For the first two years of my studies, she was a formidable and slightly intimidating woman. However, in my final year, having by then taken a number of her classes, a fellow student and I were fortunate to get to know her, spending time with her and her family in south west France and eventually becoming friends. She was a political campaigner, fearless and opinionated, and shared many inspirational stories of action against social injustice. She had taken me and my fellow student under her wing and saw in us two people who she hoped would make the right decisions—free of discrimination—when the time came. Spending time with her taught me that if I didn't like how something was or if I saw something unfair, it was my duty to speak out and get off my privileged, middle class backside and do something about it. I was privileged not just in the financial sense but also in that I was a white male, who had enjoyed an excellent education and who had the ability to communicate—gifts I should not squander when many others didn’t have the wherewithal, platform or confidence to speak up for themselves—I hope I never lose this outlook and perspective. Connie was also warm, hugely entertaining and hospitable and also taught me I should never put Coca Cola in good whisky, which happily she served up regularly!” ## Steven Emms, Organizational Development ProgramDirector, Taboola EMEA There is absolutely no time to waste in executing on all fronts to get our workplaces and our society to think equal. A father to two sons, Steve believes in ensuring that female role models are present and empowered, from senior professional positions through to the shows that our children enjoy—and that this is hands-down the best way to erode gender bias. He sat down to answer a few more burning questions we had! How important is it to prioritise "thinking equal" and “innovating for change” in society in 2019? Why? “It’s a widely accepted principle in business that “if you’re not moving forward then you’re moving backwards” and I think that absolutely applies to any discussion regarding equality in the workplace, change is coming and it's long overdue so let's embrace this momentum and work together to be part of the solution. Let’s not be naive, change won’t happen unless we make it happen, and it's not going to happen overnight. But the more stories and ideas we share, the more chance we have of achieving balance in the workplace. Also, as a hiring manager for a very fast growing and international team, I have no idea why you would intentionally (or unintentionally) limit your talent pool by 50%! How can all genders work together to move in this direction? “In short, women need to speak and men need to listen. I know I'm oversimplifying things, but I don't think it's a stretch to say that men have generally held the microphone in the boardroom. Creating the spaces and platforms for women to share their concerns must be top of the agenda, and IWD is a great vehicle with which to broadcast the issues.” Do you think the Media/Tech industry is doing enough to make progress towards gender equality? “I come from a technology company whose very DNA is to continually improve and evolve, so I'd argue that there will always be work to do whilst there are still inequalities in the workplace. Though I do see a very visible change when it comes to this subject, especially over the last few years. The messaging will only work if it's top down, and I was really pleased to see a great example of this recently from our VP of IT in a hiring message—("Any gender, any religion, any language. You are as awesome as your code, nothing else matters")” What positive measures does your company take to ensure equal opportunities at all levels of the business? “We have rigid policies in place with our hiring partners, and we specifically request that they provide a balanced portfolio of profiles for any role they're sourcing for. But honestly, it goes much deeper than that, actions speak louder than words and I am incredibly proud to see that at the end of 2018 over 60% of our EMEA account management team were female, and 65% of our managers in that team were female.” Have you ever witnessed a female colleague being treated differently or unfairly vs her male counterparts? What is your experience of this? “My point of view is that of someone working in a fast growing, young, technology company based in East London, so thankfully my experiences of this are now few and far between. However, on a broad scale I think it breaks down in to two distinct forms—intentional, where someone purposefully ignores/belittles a colleague to their own ends, and unintentional as a result of an unconscious bias. The intentional form is frankly bullying in my opinion and we should tackle it head on to remove this sort of behaviour immediately. The unintentional form is much harder to spot, and I'm certainly not righteous enough to say I've never been guilty of it in my life, but I have seen situations where a female colleague's contribution hasn't been acknowledged in the same way, or sometimes just as simply as not greeted with the same level of respect. If you're a guy I think it's worth taking a step back and thinking about how you conduct yourself in a meeting, we can always improve, right? Over the longer term, I believe that the best way to erode these biases will be more and more female role models in senior positions.” Can you talk about a woman (it can be a leader, friend, colleague or family member) who has inspired you at some point in your career? How was she influential for you, and what did it help you to achieve? “I was incredibly lucky to work for a boss at a digital market research firm who's outlook on work and life had a profound impact on the quality of work in that company and has been a lasting inspiration for me ever since. Never one to shy away from a challenge, this was a true leader with a clear vision and the courage to commit to and execute projects to deliver maximum impact for the client and our business. Endless tenacity, and huge reserves of strength were needed as they steered our company through a recession, and they never took their team for granted, not in the boardroom or in the bar. And yes, her name was Angela.” Any other comments or thoughts you would like to share? For me as mentioned, it's all about those role models. The more female leaders we have, the more other women will be inspired to emulate that success and the more balanced and “normalised” it will become for both genders. In society, this can’t happen at an early enough age in my opinion. I was having a conversation once with a father who said that the Disney film Moana was a great example of a driven and courageous female role model for his daughter. And whereas I wholeheartedly agreed with his statement, as a father of two sons I believe that it’s just as important for them to grow up watching strong female role models too.” ## Marc Thomas, Managing Director for UK, Israel and Emerging EMEA Markets, Taboola For Marc, the mission towards gender parity places a large responsibility upon senior management teams, where there is an urgent need for clear action, strong example setting and concrete measurement of progress. He may have been jet-lagged at the time of interview, but his message rings loud and clear. How important is it to prioritise "thinking equal" and “innovating for change” in society in 2019? Why? “I think it’s really important to be 'thinking equal'. However, I believe we are at a stage in society where every business must not only be thinking equal but living it and measuring progress against these changes you want to see. In the business world I believe much of the examples that are set should come from top down, so companies should be working towards getting a better balance in management ranks, which will help provide better change for the future. Do you think the Media/Tech industry is doing enough to make progress towards gender equality? “Unfortunately not yet. I think many of us can relate to going to media and tech events and seeing predominantly men in their late 30s to mid 50s on panels talking about what they are doing to change the space. This has been the case for a number of years now. If the reasons for this are due to more men holding management positions that can share interesting insights, then I believe the industry is ready to empower more people in mid-level positions to speak at these events, giving us a bigger pool of people to choose. We have also seen a regression when it comes to getting women into coding for the future. Across Europe women are making up a smaller percentage of the coders going into companies. We need to make the Media & Tech industry even more relevant and appealing to our current & future women in Tech and there is still a lot of work to do in order to achieve this.” --- ### Happy International Women’s Day from Taboola Leaders that Inspire URL: https://www.taboola.com/taboola-life/international-womens-day-2019/ Last Modified: 2025-01-14 14:36:31 Happy International Women’s Day! Today is the day we celebrate the social, economic, cultural and political achievements of women across the globe. At Taboola, we recognize what the world wants to discover—the strong women that are pushing us towards a more equal future. Not just who they are, but also how they got to where they are today. This year, we’re celebrating by sharing some inspiring insights from several of the female leaders that we’re proud to work alongside everyday. We asked them to share a bit about their success, and to provide advice to the younger generation. We asked, they answered: - What is the number one characteristic, value or skill that got you to where you are today? - If you had one piece of advance for young women in your field, what would it be? From engineering to sales, law, human resources and more, here’s what some of Taboola’s fierce female leaders had to say. ## Taboolars Inspire on International Women’s Day ### Bar Cohen, Head of SMB Publisher Sales and Director of Utility supply, APAC “Courage, a strong mindset, resilience, determination and some analytical skills got me where I am today. I am always determined to take dares and to push any ideas that I truly believe in. In order to do this, I’ve always had to come prepared. This is where analytical skills come in—I need to be able to back my ideas with facts, numbers, and most importantly, a strategic plan. Once the plan is completed, that's the time to speak out (as loud as possible), convince others of my ideas' values and ultimately, sell my ideas. Resilience plays such a big part in the game. Even when I’m wrong, I keep trying. Mistakes always have come with the most valuable experiences that have helped me improve. For other women out there, my message is to be fearless. You have to know yourself, and more importantly, believe in yourself and the unlimited potential that comes with you. Explore your potential! Find out what you're good at and what you love to do. Find the passion that makes your career journey worthwhile. But with your strengths, you must also know your weaknesses. Unlimited potential comes from willingness to learn. Consistently seek what's important to you, and do your best to learn from it. If you truly believe in something, create a plan and sell your idea. Don't be shy; speak up! Lastly, you do not have to be loved by everyone. No one can define who you are but you! Not everyone will support your ideas and what you do and that's totally OK! That's exactly where determination kicks in. If you truly believe in your mission be confident and push through, the journey will definitely payoff and you will learn so much.” ### Cait Rose, Director of Media Accounts, Global & SMB “Success isn't about being perfect all the time. Mistakes are natural, and the minute I started to get more comfortable being uncomfortable, I began to see a real difference in how I approached the business. Never substitute working smart for working hard. You need to do both to move forward in your career. Growing your career happens before 9am and after 6pm. I never let being a woman stand in the way of the career I wanted. Surround yourself with strong people that inspire you and challenge you, and one day you will find yourself being that woman and doing just that for the next generation. Success and confidence doesn't happen overnight, so be patient. One day you will look back and realize you are exactly where you want to be and shortly after you recognize that moment exists, find out what to challenge yourself with next.” ### Gomti Shankar, Country Manager, India “I’ve always put a lot of emphasis on being present in the moment—with full energy and passion. Both your work life and your personal life are made up of interactions with colleagues, friends and family. When we approach every interaction with energy, we make true connections. Connecting with people is necessary to create an impact as a leader—this is true in all aspects of life. All the roles we play, whether at work or home are made up of human interactions. It’s the little things you do everyday with energy and passion that will make you win. One piece of advice that I have for young women is to believe in yourself—believing is half way to winning. In India, many times in my early career in sales, I was the only woman in the room alongside male colleagues.That inspired me to be even better because I was sure that I was there because I deserved to be. Never doubt in your abilities. Believing in yourself gives you the determination to succeed.” ### Hili David, Country Manager, China “I think that the characteristic that has gotten me so far is my ability to work hard. Ever since I can remember, in every job I’ve had, I worked the hardest I could in order to reach the best results. I never gave myself any shortcuts and always pushed myself. It’s not just about getting the job—if you don’t work hard and push yourself for your own best results, you won’t be able to keep it. My advice to young women is to believe in yourself, There is nothing you can't do. Women are strong and smart, and we can do everything we would put our minds to. If you believe in yourself and your abilities there is nothing you can’t do.” ### Nattacha Prianan, Country Manager, Thailand “I would say being optimistic has gotten me far. I always think that everything happens for a reason and that it leads to a better path. No matter how hard the situation might be, you can always learn or gain something from it. Be confident and just go for it! Don't be afraid!” ### Neomi Farkas, VP of Human Resources “I got to where I am today by knowing the value I bring to the table. Different people have different perceptions of HR and for some, the value isn’t clear. I don’t allow myself to be impacted by that. I know my value and the value of the HR function, and I will always try to communicate that.I don’t let the opinions of others define me. Of course, if more people tune me out than hear me—I need to think about why I’m not getting through. I also know that being wrong doesn’t detract from that value. Just like an engineer who writes a faulty piece of code is still valuable, so am I, and so are you. Be right more often than you’re wrong, but if I you hold yourself up to an impossible standard, you’ll be standing in your own way. I hate to be wrong, but I know that I will be, and when it happens—I’m quick to admit it and move on. For young women looking to enter HR, know that it’s about knowing people. The right people for this profession don’t only love people, they get them, and they can read into their situation. That’s not a skill everyone has and it's the one you need to cultivate. I believe that is how HR adds unique value to organizational decisions—by understanding what’s important to employees and trying to assess how much they’ll like or dislike an upcoming change.” ### Nikita Olsen, Director, Media Account Management APAC “I’ve always believed that the only stupid question is the question that is never asked. This has shaped the way I approach my day to day—be prepared, do the homework you need to do in order to handle any curve ball that comes your way and always ask questions to make sure you fully understand the situation and what’s required of you. Be confident in your decisions and don’t be afraid to own up to your mistakes. As long as you’re learning from them, you’re growing both personally and professionally.” ### Ora Egozi Barzilai, Director of Publisher Solutions R&D “I think my most helpful characteristic is that I TRULY like receiving feedback—I feel wiser after a good feedback session. I have heard many leaders talk about how important it is to be open to feedback, but it’s easier to "talk the talk" than "walk the walk." Ever since I was a kid I remember seeking candid feedback on what I did well and what I didn’t do well and it’s helped me a lot. For example, I luckily found out early in my childhood (thanks mom) that I am a terrible singer and piano player, but great in math and science. This helped me not only in making career decisions, but also in overcoming imposter syndrome and in helping others become better managers. My advice for young women is to be curious! For me curiosity means a few things. One, ask questions. Don't be shy. You are not stupid. I wish someone had told me this twice a day when I was younger, and maybe still even today. Two, read blogs and books. Listen to podcasts. Watch videos on whatever interests you—it’s not as hard as you think to make 30 minutes every day for this. Finally, three, use curiosity for receiving feedback in a better way. If someone tells you’re wrong or doesn't agree with your opinion, don't be insulted or mad, instead be curious about why. It might end up being a good lesson for you in understanding how you’re perceived.” ### Pilar Valcarcel, Country Manager, Spain and Portugal “My most helpful characteristic is passion. I am passionate about what I do and I always care about the projects I am involved in. I work with passion and happiness because attitude is everything and emotional intelligence is a key value of mine. I strive to be an optimistic hard I highly recommend that young women find and work with passion and enthusiasm. Be really motivated and consider your job as something unique to you. You have to love what you do to be successful. Passion and motivation are the key values.” ### Seraphina Davey, Country Manager, Russia/CIS and Poland “What's the worst that can happen? Fear of failure, fear of rejection, fear of humiliation—they all prevent us from taking risks, but how "risky" is that job interview? Or speaking at that conference? Or asking for that pay rise? What does total disaster look like? Is it really that bad? When you feel anxious about doing something, or are putting something off, just ask: ‘what's the worst that can happen?’ Answer it out loud if necessary, imagine yourself handling the fallout, and think: 'how bad is this really? What will it mean to me if the worst possible thing happens?’ Where fear is unarticulated and unquantified, it will hold you back. Identify it, acknowledge it, and it won't seem so bad. ### Shelly Paioff, VP of Legal Affairs “I became successful by being business-minded. It is easy for lawyers to explain the risk to their clients and to advise against taking the risk—the hard part is getting to ‘yes.’ Saying yes requires strategic thinking and having a clear understanding of the business and its needs and goals. This has enabled me to become a true business partner and to provide pragmatic, business-minded legal advice. To the younger generation—know that Determination and enthusiasm go a long way—as does resilience and confidence in your own abilities. Have confidence in your intuition and your skills—you got to where you are for a reason. Also, ask for feedback without taking it personally and take any feedback seriously by acting on it.” ### Tatjana Biallas, Country Manager, DACH “Being Persistent and having a clear goal has gotten me where I am today. From the age of 16 or 17, I’ve had the dream to run a business. My goal is to be the CEO of a company one day. In every role I have, I try to perform and go the extra mile for my dream. I don’t just work for a company—every day I work to get a step closer to my personal goal. My advice to young women is to find your passion. Try a lot of things until you know what that passion is, and then totally go for it. Believe in yourself and don’t listen to people who tell you that you can’t achieve it. I believe if you truly want something you will be able to get it.” ## Women, Don’t be Afraid. As I listened to the advice of the women leaders around me in preparation for writing this post, one thing stuck out to me above all others—don’t be afraid. Ask questions. Be curious. Follow your passion, and more. These responses all support that message. Here at Taboola, we’re proud to work alongside such fearless and strong women as we strive to help others discover their own interests, awake their own curiosity and to support the distribution of valuable content everywhere. Happy International Women’s Day! --- ### 2018 Review: Future with Mobile Operators, Apps, Airports, Voice, & Autonomous Cars URL: https://www.taboola.com/taboola-life/2018-year-in-review/ Last Modified: 2025-01-14 14:36:31 I can’t believe it’s been a year since I wrote our 2017 year in review. So much has happened, it feels like 2018 went by in a flash. It was the year of cultural events such as the FIFA World Cup, a second royal wedding, the “finger snap” of the Avengers and real proof that if you post too many selfies, you’re a narcissist. In the US, midterm elections lead to the shutdown of the US government. In Europe, Brexit discussions are still taking place, and in India, the world's biggest experiment in universal healthcare launched. On the geeky front, monumental moments were also plentiful, with the DJI Mavic Pro 2 release, and with Tesla proving “mass market production” with the Tesla 3, as well as sending a car to space. TED had its first talk using a hologram (which I strongly recommend, a talk by Yuval Harari about fascism). In the financial markets, the rally of the past few years was replaced by tremendous volatility; Apple was marked as the first US company to cross the $1T market cap in September, but then lost almost a quarter of its value in the end of year slump to be worth ‘merely’ $740B. It was also 2018 when Microsoft topped Apple as the most valuable company in the world. Bitcoin’s value went from an all-time high of $20,000 in December 2017 and is now being traded at under $3,700, Facebook lost almost 40% of its value from its summer peak, and many others suffered huge losses in share prices ending the year with the worst December in the stock market since the great depression...definitely not boring. There was lots of talk about centralization vs. decentralization around walled gardens, the open web, cryptocurrency companies and everything in between. A lot, right? That’s before I get into the media space. In 2018, media giants became even bigger through vertical integrations and good old mergers: AT&T bought Turner, Comcast bought Sky, and Sprint merged with T-Mobile. Amazon unsurprisingly blazed into the advertising space and is now the third largest advertising platform in the US after Google and Facebook. Direct to consumer and OTT became trendier than ever (anyone up for Bombas Socks, Warby Parker specs, or an MVMT watch?), and the internet became officially the largest category in advertising (including TV, Print, Radio, and others). There is also now enough research to suggest that spending too much time in social media is directly correlated to becoming depressed, but still over two billion people a day are doing it. “Radio” is also back in an entirely new way—we love listening to podcasts, and it’s even becoming a meaningful revenue channel for some publishers. Privacy and Trust are in the spotlight more than ever, traditional media is forced to defend itself against accusations of bias and fake news. There is a lot of confusion between traditional Machine Learning (ML), Deep Learning (DL) and Bulls*** (BS)—but Deep Learning, AKA AI is real and it’s a big deal. Just look at real time translation, which brought to reality the "babel fish" vision from the Hitchhiker's Guide to the Galaxy. All in 2018. On a personal note, my little Ozzy turned a year old. Having a baby is the ultimate startup, features are launching every week, and on a daily basis we both discover something new. Seeing Ozzy wake up is the best thing I’ve ever experienced. Oz, being only a year old, taught me an important lesson of the power of being present, not holding a phone at all times or doing five things at the same time. Victoria, my wife, and I are blessed. While we are on the topic of new joiners (to the world)—56 babies have joined our Taboola family this year, building our future growth! :) So much has happened to us Taboolars, and our partners all around the world. Here are some of the highlights from our joint work in 2018. ## People do business with people. In 2018 we passed the 1,000 people mark, and I can see how Taboola will become a 10,000 person company. Over 200 people apply to join Taboola on a daily basis. We hired 30-40 people a month in 2018, and are growing even faster in 2019. We promoted nearly 20% of our employees this year. 70% of all employees have referred a friend or colleague to join us. As a company, we had 2,918 flights, and 40 offsites between our various teams in 2018. We constantly invest in staying very transparent as a company, from sharing our financials, to speaking about mistakes openly and on a regular basis—and I think we can do even more. When Eldad Maniv, our President & COO, and I have our quarterly all hands for Taboola, we leave 30min for open and “real time” questions. We refer to this time as “ask us anything” (and oh let me tell you—people ask us some tough ones :-)). I always think in terms of “superpowers,” and when I look at Taboola I have no doubt the combination of our culture and people is our superpower. Lior Golan, our CTO is nearly 10 years with me, Eldad 7, David our CFO 5, Aviv our SVP R&D 11, Neomi our VP of HR 8, and the list goes on. People who run this company stay for a long time. Since we were 15 people, we’ve cared about each other, we care about our partners—and we talk about the type of values we want Taboolars to have constantly. While having the best technology is important, in 2018 more than any other year I think we realized that empathy is a powerful trait that is needed in a company’s DNA, and in the end—people do business with people. ## Business stats you may like—keeping focus on fast growth. We’ve grown really fast. The total number of times people clicked on Taboola in 2018 is 2x more than any other company in our space. This tremendous growth is a result of us partnering with major and premium publishers during the year.. and stay tuned for exciting partnership announcements coming up with some of the world largest digital properties! - Our top line revenue grew 65% over the last two years - Our EBITDA was already tens of millions two years ago, and and over the last 2 years grew by over 200%. - We’ve opened new offices in Mexico City, Madrid, Paris, Berlin ## Fake News and reviewing the internet. This year I had many philosophical conversations with people about what level of responsibility companies should have, where to draw the line, what is fake and what is not, what is ok and what is not—what should be a searchable piece of information, what should be a shareable piece of information, and in our case what should be a recommendable piece of information. I’m very proud of Taboola’s approach to this on multiple fronts. I think at the end of the day a company’s character is defined by its intent—the consistency of its behavior, what methods it puts in place to learn, how it chooses to collect knowledge, and how it reacts to mistakes. In our case, we believe that to solve a human problem—you need humans. We have a full time internal team of 50 people reviewing content against our public policy. Our intentions are public, and our behavior is consistent. If we make mistakes, we fix them. Just this year, I was on the ReplyAll podcast, a very popular one. The topic was about a piece of content we were asked to remove, and while I wasn’t sure I should take the podcast initially, I decided the only way to advance the topic of how it’s best to review the Internet, categorize it, and filter it, even if it’s not an easy topic—is to discuss it. So I did. And we addressed the ask within days. In general, this is a microcosm of our culture at Taboola. Nobody is immune from answering any question, no matter what your title is or how long you’ve been here, and we make decisions as a team using data, logic and conversation rather than pulling rank. I love it, and I hope it never changes. I can also tell you we intend to grow our content review team as we grow our company, we now review a million URLs every month in multiple languages, and I have no doubt this trend will continue. ## Helping advertisers and businesses succeed. We launched Smart Bid this year—an ability to automatically adjust cost per click (CPC) for advertisers to help them reach their conversion goals as their messages are being recommended on the open web. This feature launch was our most successful ever, with both great results for advertisers and huge adoption within the first three months of its launch. In 2017, we officially launched our Data Marketplace, enabling advertisers to layer their first-party data and selection of third-party data to reach their target audience and drive better results. By 2018, 40+ data providers across all GEOs are part of our marketplace and we have launched lookalike and CRM targeting and suppression capabilities. We got into video as part of our acquisition of ConvertMedia two years ago. This year, video crossed the $200M revenue run rate mark, which means we were able to attract brand advertising dollars from the $20B market. Not only do they go to YouTube and social, they are also shared on the open web and alongside quality journalism. We’re still small, but growing in the right direction and pace. We continued our self-service expansion globally, and in 2018 launched in Japan, Brazil and India as markets where advertisers can sign up with just a credit card and run successful campaigns on Taboola. Companies like Flare Audio are able to fight a competitive industry of headphones, and win market share. Taboola is a part of that, enabling people to discover their awesome product before they even knew their brand. ## Driving meaningful growth to quality publishers and journalism. - We reach 1.4B people a month (half the internet). - One piece of content was recommended more than 2 billion times in 2018! - People click on a Taboola recommendation 20 billion times a year. - Over 30% of our business is now using Taboola Feed, only a year and a half since we launched it. We announced our first third-party card that can be integrated into our Taboola Feed in 2018 and more to come. AdAge reported the availability of a content card developed by the Weather company, enabling our publishers partners to surface the local weather for free on their Taboola Feed. Enabling a free and open Web goes beyond the “top 100 publishers in any market”—our small and mid-sized publisher business has been growing rapidly over the course of 2018, and I’m excited to say Taboola is already paying hundreds of millions of dollars a year to support small and mid-sized publisher partners annually. We partnered with some of the most innovative digital companies in the world in 2018—companies like Axel Springer in Germany, Le Figaro in France, Walla! in Israel, NDTV in India, Sankei in Japan, and Slate in the US. ## Taboola News: bringing content feeds to cars, voice, fridges and everywhere people are. We spent the first 11 years at Taboola building our technology, building relationships with thousands of publishers and marketers, creating proprietary data sets around “moments of next”—those moments where people discover things that are new and interesting to them as they surf the web. In 2018, we launched a whole new service called “Taboola News,” which is geared towards taking our data, our tech and premium publisher partners in 50 markets and creating personalized mobile news feeds that users find useful and interesting. By doing that, we not only create a great user experience, but are also trying to solve one of the biggest risks of the future of journalism, which is how to drive new and loyal readers to the open web versus having people stay in the walled gardens of social. The best way we see to bring hundreds of millions of people to the open Web to read quality news is to look for more places that people spend their time, and introduce them to things they may find new and interesting there. We started partnering with Mobile Telcos, and handset manufacturers such as ZTE, vivo and others. We also partnered with car riding apps, so that when people are waiting for their ride, they can check the news in their community and nationwide, and just recently we announced a strategic partnership with Via. As I think of the next few years, our goal is to be integrated into hundreds of million of devices and services, bringing our partners into those new pockets of user attention, where there is a massive opportunity to bring loyal, engaged readers into the web. This can be as big as SEO or social traffic. ## Thank you. I wanted to take a moment to thank all Taboolars out there in our 17 offices around the world. None of this magic would have happened if you all didn’t hustle, have a sense of urgency, if you didn’t care so much, and have empathy towards our partners and towards each other. Our biggest advantage, which is the hardest to copy, is our culture. It’s the main reason we’re here to tell our story. I also want to thank our 10,000 partners, our investors who support us and keep pushing us forward. Thank you all, and soon enough we will write our 2019 year in review, so make every moment count, be present, listen…and I wish you all to discover something you may like and never knew existed :-) For the full 2018 Infographic click here. --- ### Taboola Is 1,000 People Strong Today URL: https://www.taboola.com/taboola-life/1000-taboolars/ Last Modified: 2025-01-14 14:36:32 From 1 Employee to 1,000 to 1.4 Billion People We Recommend To Every Month, Capturing That “Moment Of Next” Today, we are over 1,000 Taboolars strong. I never imagined this day, but we did it, together. I recently met with our VP of HR, Neomi Farkas, and she said, “Can you believe it? We’re about to become 1,000 employees.” She then said, “Do you remember that in 2012 I emailed you when we were just 50 and we were all excited about it?” My response was, “Please, send me that email.” ## 2007 - 2011 I started Taboola 11 years ago when I was just 26 years old. It was my first “job” after spending almost seven years in the army as an engineer in the encryption space. At the time, I didn’t know what a deck was or how to look at a P&L, and my English was good but not great. But, with only 24 hours a day and life feeling too short as it is, I was madly obsessed with the idea that human beings can live a fully personalized life when they can explore and discover things that are new and interesting and you can enrich their lives. I set out to build what I believed would be the ultimate recommendation engine. A search engine but in reverse—instead of expecting people to search things, have information find us wherever we may be. Because wouldn’t the ultimate search engine be one where I don’t have to search for anything? A search engine without a search box. We started Taboola as a video recommendation service that was integrated into video players using ActionScript 2. Our logo was different, and our tagline at the time was “personalized video discovery.” The first five years were really tough. I moved to America in May 2009 to find us partners, and a business model. The video product was too early, and while our technology was unique, the market wasn’t ready for it. We were on the verge of shutting down Taboola three times during those five years, and managed to get lucky every time for different reasons. One time, our CTO Lior Golan, who has been by my side now for nine years, even invested with his own funds just to show the world that he believed—we believed. Our very first publisher partner was 5min, another start-up founded by three friends back home in Israel—Ran Harnevo, Tal Simantov, and Hanan Laschover. We ate couscous together in a small town, and I told them about our advanced capability to promote videos people may like and never knew existed, while generating revenue from promoted products. Over that lunch, Ran said “sure, send us the code—we’ll put it in our player.” Here is what it looked like: Sometimes in life all you need is a chance, and I am forever thankful for that opportunity. Up until now, in our database, 5min is listed as publisher ID #1. Since then 5min was acquired by AOL, we’re very proud of our long lasting partnership with Oath, and I was even lucky to be a small investor in Ran and Hanan’s new startup called Homeis alongside Spark Capital, and Tim Armstrong. In November of 2011 we decided to expand our technology beyond video players, and recommend anything and anywhere. Our first integration on an article page was on a site called AskTheBuilder.com and Tim Carter, the founder and a lovely guy was actually the one who did the partnership with us. We were so excited…this is what it looked like: ## 2012 - 2017 We started to grow. And fast. Really fast. From $100k in revenue and 50 people in January of 2012 → to $200M+ and over 200 employees in 2014. As part of that growth, we were fortunate enough to attract global and strategic investors who wanted to be part of our journey. Big investors like Fidelity, Comcast, Baidu, LVMH, Yahoo Japan and more. We’ve raised a little over $160M and while we were aggressive in hiring and acquiring other companies, I’m happy to say, most of that money is still at our disposal. We were (and still are) “lean & mean,” “eyes on the ball,” working hard, investing in people and culture, and becoming true partners to amazing companies. I’m proud to say we continually and strategically work with companies like Microsoft, Axel Springer, Bloomberg, Business Insider, CBSi, Comcast/NBCU, China Daily, Cox, Daily Mail, El Universal, Le Figaro, Gannett, Hearst Newspapers, The Independent, NDTV, News UK, NYDN, Oath, Sankei News, TMG, Tribune Media, tronc, The Weather Channel, and thousands more. On the advertiser side, it is incredible to see startups and small businesses as well as bigger/well known companies using Taboola to tell their stories just at the precise place and time where people are more receptive to it—capturing those “moments of next.” And, it was even more incredible to see their sales soar. We are part of the growth stories of amazing companies like Dollar Shave Club, Blue Apron, and Ancestry.com, as well as household names such as Intel and IBM. ## Combating Fake News One of the things I’m personally proud of is our strong effort to fight Fake News—something we started two years ago. We realized that to solve a problem created by humans, you need humans. We published our policy, wrote about the topic, and started a team to review every single URL that was submitted to Taboola. In fact, we review over 1 million URLs every month globally, and intend to keep doubling down on those efforts. ## Here are also some fun stats about Taboola I was able to pull that “you may like:” ## You can copy anything, but you can’t copy a company’s culture. I can’t describe how much I think it’s important to build a company where everyone feels a sense of ownership, being part of something that matters and knowing they can make a difference. A company people are passionate about, where it develops them as much as it develops the company. In today’s world, having a big dream and an ability to execute is everything. Things change so fast, so the ability to make decisions fast, admit when things don’t work, and have a strong team working together becomes the “competitive advantage” of companies, everything else is a commodity. You can copy everything, but you can’t copy a company’s culture, and its ability to execute. It’s not easy, especially as nearly 40% of Taboola employees joined in the last year alone—we have to work even harder to not become bureaucratic, and to stay a startup, but a scaled one. ## 2018 and our Future—Autonomous Cars, Airplanes, 1 Billion Android Devices, and helping millions of businesses succeed As I think about the future of Taboola, and fulfilling our vision and mission—I see 3 things that are important. - Expand into everywhere people spend time—providing personalized recommendations to them. Just earlier this year we announced launching our own version of “Apple News”, where Android manufacturers and Mobile Carriers will be able to integrate Taboola into the device at the point of sale so users can have a personalized and premium news experience. As opposed to consumer companies that are motivated to keep users in their own walled gardens, Taboola will forever be aligned with the open web, if it grows, we grow, and if not—we won’t as well. That’s why every time a user clicks on a news recommendation powered by Taboola on their Android device—we will send that person to the publisher website, so a relationship is created between journalism and users. This is not where it stops, and you should expect Taboola surfacing quality, and personalized news to you in many other screens such as your car, when you fly on your personal screen, VR, AR, even voice and more. - Making millions of businesses successful with Taboola—there are 120 million businesses around the world, and at the end of the day every company has a story, or product that needs to be discovered, or re-discovered. When you make a user discover a product they truly need, it’s incredible as you helped not only that person but also that business grow just a little bit. We invest a lot of work to enable advanced targeting, automation, data layering, deep learning—to help businesses succeed with us, and we want millions of them to work with us and grow their business. - Be the best at what we do—in today’s world, people want to have fewer partners but have deeper relationships, more strategic, and nobody cares who was the first but rather who is the best. This is also our risk, we can be disrupted. Nearly half our company is on the product/R&D team to keep pushing our technology forward, and and it’s key all of us stay the best at what we do, helping users discover new and interesting things, making our partners successful across the board. ## People, people, people. I’m proud to say that one of the things that makes Taboola such a special place is how much time we’re spending together, which is so important as people carry our culture forward, sharing both successes and mistakes, and growing together as professionals and as people. A special thanks is due to those who have walked the distance with me, who joined over 7 years ago, and have stayed throughout…Ruthy, Alon and Eyal who served in the same unit as me and came along to support the dream. Avi, who joined our engineering team over 10 years ago and has great partners like Roi and Moty. Mosh who left a big tech job 10 years ago to join us, Adi and Yoni who know more about the origin of our FE technology than most. Nurit who joined our finance team nine years ago (back then there were not as many numbers to crunch) and Miri who joined a couple of years later and cemented the fact that Taboola has the most heart-driven finance team around. There’s David, a cello player who joined as a part-timer eight years ago and became a leading member of our engineering team and there’s Gil, who now leads our Algo/AI team, and has a heart as big as his brain (which is saying a lot, let me tell you). Mike, Cortney and Andrew M. were among the first to join me in NY when our office was a tiny room and we were basically sitting on top of each other. Andrew N. joined a little later as a salesperson and helped identify what a huge opportunity we have with emerging publishers, and he now leads that business. Aviva was also one of the first to join in NY, and later moved to the London office to continue her professional growth. We’re lucky to have people who genuinely care about others. Like Reut who has been taking care of the Tel Aviv office and its people for years (I call her “ninja”). Lior, who I had to convince over a good burger to join as our CTO nine years ago, Aviv our SVP R&D who started as an engineer, and of course Eldad, our President & COO who came on board in 2012, and Neomi our VP of HR who joined because she was inspired by the people we already had, and wanted to help grow the team without changing its core. And there are so more many amazing stories — Alex who came as an intern and now has a leading position in product marketing, Peter who also joined while still in school and made a career and a ton of friends, Steven helped establish the UK office when he moved back from the US to his homeland. There is Amit who came in with very little technical background only to become a huge asset to our R&D team through hard work, brains and caring. People who took the risk and relocated with Taboola, taking their families with them—Lihi, Dima, Ori - and made a big impact before and after their moves. To you, and to all of those who joined later from Asia Pacific, Europe, Latin America, to your families who support this crazy ride we call Taboola—I want to use this opportunity to thank you. Thank you for choosing Taboola, giving your heart and soul and becoming an integral part of our narrative as a company. That’s it. 11 years, 1,000 employees, 1.4 billion people we recommend to, and one blog post. I’m fortunate to be part of this family, calling this “work,” and feeling this is just the beginning. Next post—10,000 Taboolars. --- ### 3 Female Marketing Leaders on the Next Generation of Growth Hackers URL: https://www.taboola.com/taboola-life/female-marketing-leaders/ Last Modified: 2025-01-14 14:36:32 Sometimes the road to the seat at the table isn’t always straight—actually, most of the time it’s windy, unpredictable, and full of bumps. While it might sound daunting, those bumps often make you better. In fact, they’re necessary, especially for shaping the mind of a future leader who makes a big impact on his or her organisation. How exactly do you get there? We sat down with three women leaders in marketing and advertising to talk about their journeys, challenges and advice for the next generation for this International Women’s Day. ## Isobel (Izzy) Sita-Lumsden, Senior Marketing Director, Oath UK Isobel, otherwise known as Izzy, Sita-Lumsden loves her job, and specifically advocates for finding happiness in work, so you can find happiness in life. When it comes to being a leader, she’s found her path by choosing what was meaningful to her. - First Job: Local Bakery, Age 15 (Best part—free baked goods!) - Role Model: Mark Eaves, Founder of Gravity Road - Motivation: Producing great results that exceed expectations and working in a passionate, smart, talented, fun team—”when the two come together, it’s magic!” - Biggest Achievement: Izzy lead a marketing campaign for HuffPost UK that went on to win multiple industry awards. Outside of her day job, Izzy launched CSR initiatives and charity partnerships, leading a group of employees on the inaugural trip to Kenya to volunteer with the charity WE. ### How did you become a woman in leadership? “Once I moved into the role of Director and had a seat at the leadership table, I felt I had the confidence and support to thrive as a leader. Visible success in my team and nurturing good internal relationships across the whole business were important factors in gaining executive sponsorship that helped get me to that point. You don’t need the promotion or team to be a leader in business—there are always opportunities to lead projects and initiatives that positively impact the business, and if you get the chance, grab it.” ### What are your thoughts on work-life balance and how do you make it happen? “Work is life. I need a career that fulfills me, because work is so important—we need to seek value and happiness in our jobs to feel that we have balance in life. Managing stress is an ongoing challenge, but I take ownership of my time, set boundaries and stick to them. I advocate for flex-time in the workplace so my employees stay happy and efficient too.” ### Tell us about a time you wanted to make a real change at work. How did you do it? “After my first maternity leave, I felt passionately about fostering a great culture for working parents. I did some market research on the benefits and cultural initiatives in place in our industry, and set about proposing an overhaul of the maternity process with HR. I also led some cultural initiatives for working mums in the business. Being a leader certainly helped, but any employee who feels passionately about an issue can make a difference—research it, propose it, make it happen.” ### What do you see as the biggest challenge for women in leadership roles in 2017? “There is more support for women than ever before—networking groups, events, clubs, courses, mentoring schemes, and even more targeted content—and all of this is encouraging more women to move into leadership, which is marvelous. I do have an ongoing concern that maternity discrimination is still too present, and that with only 1% of men taking shared paternity leave, we're not seeing a big enough shift of balance in parenting that can be more of an equaliser for working mums. I hope we start to see a significant shift in 2018.” ## Alexandra Taylor, former Marketing Director, Eve Sleep Work with what you’ve got—Alexandra Taylor doesn’t have any misconceptions about how she got where she is today. She has a system for work-life balance that has worked for her thus far. - First Job: Waitress, Catering Company - Role Model: No one in particular, but she doesn’t think you have to be a CEO to be inspirational - Motivation: “Collective culture and belief in the company and people I work for.” - Biggest Achievement: Joining Eve, and taking them through IPO from a position where the brand was less than two years old. - Advice for 18-Year-Old Self: Get used to change and don’t take things personally, adapt and roll with the punches—and stay tough, there will be tough times, but it’s business, not personal. ### How did you become a woman in leadership? “Being totally honest it's something I fell into. I've been very fortunate to have grown up in my career amongst some very successful yet grounded women and men, who set a great example to shoot for whatever I wanted regardless of gender or age. One thing always sticks with me though—you need to pass that attitude on to the people around you whether you manage them directly or they're simply people you work with. We should all encourage our friends and colleagues to aim high.” ### What are your thoughts on work-life balance and how do you make it happen? “It's always going to be hard to work in a senior position and have work-life balance. Not necessarily just from a time perspective, but it’s also hard mentally to give yourself respite from the stresses of the day. I'm a big advocate of balance, and am also very proud when it comes to my work. So, my attitude is that when I'm at work, I apply myself 110% and make sure I get everything done I need to get done, and when I leave the office I switch off all forms of work communication and give myself headspace to switch off and recharge. Obviously there are always going to be periods of time, projects or campaigns when you quite simply need to be on it outside of work more, but making time for yourself is vital.” ### Tell us about a time you wanted to make a real change at work. How did you do it? “You're never going to be able to change everything, no matter who you are and what level you work at—but if it's something you really believe in and you think is going to have a genuine impact on the business then quite honestly the best way to go about it is to pull a case together and sell it in to the powers that be. Once, the organisation of my company changed I was left in a situation where I wasn't sure of my role, so I took it upon myself to look at the existing landscape. What areas needed more effort and resource applied? How could I reinvent myself to make the best of my skill set and also still bring a lot of value to the company? I came up with a plan that I was happy with and that would resolve some key issues within the business, and presented it to my bosses. As long as you backup whatever the change is with rational thought and explanation, you will almost always be considered.” ### What do you see as the biggest challenge for women in leadership roles in 2017? “In my experience I don't feel that my gender has held me back from opportunities. What I have seen over the years is that you're still quite often going to be in the minority. Having confidence in yourself and asking for what you want or quite simply deserve is very important. Over the years I have come across a lot of female friends and colleagues who have been shy or lacked in confidence to push for that. Regardless of your gender, no one is ever going to hand you what you want on a silver platter, you have to earn it ,and more importantly have the confidence to ask for it.” ## Angela Morgans, Managing Director, UK, MetrixLab Angela has always been ambitious and competitive, and it’s that same drive that supported her career as she rocketed to the top. - First Job: Working odd jobs, like garage sales at 8 years. - Role Model: There is no one person, she was inspired by a former co-worker who was down to earth and kind, and a previous boss who knew how to have fun at work. - Motivation: Competition—and an innate sense to be the best and solve the problem. - Biggest Achievement: Becoming an MD before 40, and the opportunity to manage a large amount of revenue. - Advice for 18-Year-Old Self: Don’t worry, you’ll figure it all out.. ### How did you become a woman in leadership? “I was always ambitious, and from a young age, I had clear vision on how I wanted to be successful and accelerate my career. I believe in putting in the “hard yard” when you are young and it will pay off when you’re older. The second thing I believe in is to change jobs every two to three years. Fast track your career by changing companies as this allows you to move up faster. I had seven promotions in nine years. I also saw how others were doing the role and thought “I can do better” —not enough women think that way and that’s why more men are MD’s.” ### What are your thoughts on work-life balance and how do you make it happen? “Honestly, it’s a personal choice and it’s up to you. We can all decide how many hours we want to work. For me, quick decision making proves the best way to help get through the day efficiently. People that work too many hours will get burnt out, won’t manage their time well, time management and will have a hard time asking for help. You can’t blame a company for an employee’s poor work life balance—organisation is key.” ### Tell us about a time you wanted to make a real change at work. How did you do it? “I once did a satisfaction survey with my team and one group was not as satisfied as I would have liked. I took it quite personally and took it on as a mission to turn it around—I was going to make a difference with real change. It wasn’t easy—I had to break rules to make this change. We had an offsite with an external consultant, and big changes were made as a result of discussions during this meeting. The atmosphere within that team has really improved within a six month period because we tackled the problem head on and just dealt with it.” Taboola has been working with Oath UK and Eve Sleep since 2014, 2015. --- ### Taboola 2017 Review: Recommendations for Nearly Half the World’s Internet Users URL: https://www.taboola.com/taboola-life/taboola-2017-year-in-review/ Last Modified: 2025-01-14 14:36:32 Many would describe 2017 as a pivotal year. We saw a lot of big changes around the globe. The power of direct to consumer relationships played a major role in politics and fake news became a hot topic along with users’ privacy (as evidenced with GDPR in Europe). Startups like Roku, Redfin and Snap became household names after going public, and some of the big players made plays to become even bigger—Disney left Netflix in favor of launching its own streaming service, Verizon grew stronger acquiring Oath, and AT&T will soon own Time Warner. Digital ad spending finally beat TV budgets globally, while Facebook is continuing to invest in bringing connectivity to places where people didn’t have it before. Asia Pacific is bringing hundreds of millions of people to the open web in India via mobile devices. We may soon live in a world where there the majority of readers of US publications will actually live outside of America. It’s a whole new world. With SO MUCH going on—so many services, so much information to consume, so many new people accessing the Open Web—we still only have 24 hours in a day to somehow curate it all, and personalization is becoming even more important to our lives, productivity and future. On a personal note, it's a whole new world for me with a new and big discovery, as I became a parent to Oz (Ozzy) at the end of 2017, and let me tell you—now 24 hours really feels like it’s not enough :-). He is amazing, Victoria, my wife, and I are blessed. Adam Singolda, CEO of Taboola and his son, Ozzy Singolda. ## A glance into the supersonic ride we call Taboola. As I look back on 2017, there are so many things that occupied us at Taboola, and as we all look forward to 2018 and the next few years, there’s so much left to do. I started Taboola over ten years ago now, and I still have to pinch myself every once in a while (a few times in 2017) to convince myself this is real. Some people have been with Taboola since the very beginning, and currently a new person joins us every single day. We were a little over 500 employees at the beginning of 2017, and we’ll be crossing the 1,000 employee mark soon. 100 people apply for a job every day at taboola— or 45k a year—which is more applications than Harvard receives. Every quarter, at our all hands meeting, I remind Taboola (and myself) that the key thing that we look for when we hire is passion, kindness and intelligence. We now have 15 offices around the world and I must say as I travel between our offices, each and every one feels like home, carrying the same unique culture and vibe but with a local twist, and I love it. Our reach to consumers is also growing fast, now reaching 1.4 billion people a month, which is around half of global internet users. Over one billion times a month someone clicks on a Taboola recommendation, discovering a story or a product they may like and never knew existed, which at the end of the day—is our mission, vision, and our narrative. Over the course of 2017, these one billion clicks a month helped us generate over $750 million in revenue. Taboola clicks every day, worldwide. We are also fortunate to work with tens of thousands of publishers and marketers as well as dozens of agencies in 50 markets around the world. We participated in over 1,000 events just in 2017 together with our partners and made nearly 20 meaningful product and partner announcements across the globe. That was just a glance of all that is going on at Taboola in 2017, but there is more. ## Top stories of 2017 and other cool things we saw. The sun “Trumped” the US president in web viewership when over half of all readers online turned their attention to the solar eclipse in August. According to the graph below, which was pulled from our Newsroom Network Insights report, 50 percent of all US readership at 11am on August 21st was about the solar eclipse. Articles about President Trump, which dominated many days of the year during 2017, comprised only 10 percent of articles read that day. Reader interest in the recent solar eclipse overshadows Donald Trump. Data from Taboola Newsroom. Another trend we identified is that publishers can get real time insight into when to start—and when to stop—covering a story in order to capture their audience’s interest in a certain topic. As an example, in September, interest in Hurricane Irma spiked up tremendously as the Hurricane hit category five force. This can be seen by a huge spike in readership of Hurricane Irma stories around the Taboola Network, but actual coverage of Hurricane Irma, as shown by the number of stories being written across the network, didn't peak until nearly a week later when reader interest was already starting to decline. The appetite for Irma stories was already satiated even while some editors were considering further coverage of the topic. This is an opportunity for editors to see how users discover topics around the web, and consider re-allocating resources for topics that are on an upward trend. Interest in hurricane Irma wanes as content creation grows. Data from Taboola Newsroom. Editors can leverage data to anticipate what stories to cover next. As an example, it turns out that every time Bitcoin’s price rises, user interest rose in tandem. This tidbit enables editors to cover a story they know their readers would appreciate in the moment. In this example of Taboola data from December, readership spikes each time Bitcoin prices reached a new high. Knowing that in real-time, there was an opportunity for editors to organically mention Bitcoin in their coverage. Interest in Bitcoin spikes with coverage. Data from Taboola Newsroom. We were also able to identify surprising reading trends during some major cultural events such as the Super Bowl, Fashion Week, The Oscars, The Australian Open, and March Madness. Finally, we issued our first ever global advertiser trends report, which uncovered that average reader session duration globally is trending towards two minutes. We also saw that advertisers are spending the most in the entertainment, finance and health categories and that mobile usage is (not surprisingly) rising. ## We’re fighting fake news and promoting brand safety with a dedicated team, manually reviewing over 1 million articles a month We made a decision to build a dedicated policy team in 2017. This team speaks nine different languages, reviews over a million articles a month, and is expected to grow 50 percent in 2018. We participated in hundreds of meaningful conversations this year as the industry faced a huge fake news and brand safety crisis alongside representatives from the White House, universities, GE and other journalistic organizations—conversations that changed us for the better, and we now reject about a third of all pieces of content submitted to Taboola. We also evolved our work with brands around the topic, became TAG verified, are on board with the ads.txt initiative, and will continue to do more to ensure brand integrity for our partners. ## In 2017 we launched Taboola Feed—articles on the Open Web now end with a “social like” experience (versus a “widget”). User attention is by far the most important currency. We only have 24 hours a day, and the fight for attention is the hardest one, as people have so much going on. As we saw users interact with social platforms such as Twitter, Instagram, WeChat and Facebook, where the average person spends 50 minutes every day scrolling alone according to the NYTimes—watching videos, reading articles, and learning about services and products—it became clear to us that our own traditional “widget” experience on the open web might not be good enough to drive the growth our publisher partners can capture, the value marketers are looking for and most important what users love—and we needed to evolve. Imagine every page on the open web ending with a beautiful social-like feed, personalized, relevant, consistent ‘rendering of things’ people may like and never knew existed. Imagine a web where people spend minutes—not seconds—on a web page. Isn’t that amazing? We announced Taboola Feed, and I’m excited to say that nearly 20 percent of our business has already evolved from the widget to Feed. I believe this is an important step for us, and hopefully, by creating a more engaging experience for consumers they’ll stick around before clicking “back” to a social feed. I would rather have people interact with the open web version of a feed on publishers’ sites versus a social one. This is particularly exciting for brands who are already used to buying into a feed experience and promoting “cards,” only now they can be positioned next to brand safe content, on awesome websites we all love. ## Taboola Will Stream a Billion+ Video Views Every Day, Competing for Dollars with YouTube, Snap and TV. I strongly believe that Taboola Feed will completely revolutionize video on the open web, unlocking the opportunity for publishers to become massive video broadcasters. I believe video, if done right, is going to be the main driver for the growth of the open web, specifically on mobile devices where users enjoy scrolling, and viewing videos. For the past 10 years, there has been a scarcity of premium video inventory—which has forced marketers to spend on two main channels: YouTube and TV, and more recently Facebook. I think the open web, with a good feed experience, has a chance to stream more video views than YouTube. I hope that as a company we can facilitate this transition where brands see amazing publishers in the open web as a meaningful alternative to YouTube, Snap and TV when they are considering spending video dollars—presumably $20B by 2020. To keep segmenting the open web, making it not only a safe and contextual environment for brands, but also targeted—we also launched the web’s first and most extensive third-party data marketplace with partners like Oracle Data Cloud, Acxiom and others and ramped up support of video for both brands and publishers. We made several improvements for marketers, like the ability to target by zip code and by hour or day, allocate traffic evenly across your creatives, and retargeting capabilities for self-service. ## We’re excited to have relationships with some of the best in the business. Adam Singolda, CEO, Taboola (left) and Grant Whitmore, executive vice president of digital at the Daily News (right). We didn’t do any of it alone. This year, we welcomed Commerce Sciences to the Taboola family and started some awesome partnerships with Reddit, Getty Images, The Trade Desk, Adroll, and LiveIntent so marketers and publishers alike have as much information as possible at their fingertips for success. I am both proud and humbled to have had the privilege of starting and continuing partnerships with so many great brands and publishers. We work every day with publishers around the world like the New York Daily News, El Universal, T-Online, BT and many more. These amazing publisher partnerships are accompanied by relationships with brands like TUI Group, NASCAR, Avocados From Mexico, and thousands of others—I am in awe of these great companies as we embark on the journey of content discovery together. ## Thank you and and may we all discover things we may like and never knew existed. It goes without saying that we have a lot to be thankful for, but I am most thankful for the hard work of all Taboola employees (Taboolars)—without you, none of this dream would have been realized, and we’re still dreaming. As we continue on this path, we will continue to support storytelling in all forms. People now want to know about brands—why they do what they do, and what value they can create—which means people don’t want to be bombarded with slogans, they want to “get to know” the brand and build relationships. I feel grateful for the opportunity to keep investing in the growth of journalism, providing alternatives for brands outside of the walled gardens, and connecting millions of people with valuable and engaging information that exists out there and might be relevant to them. We’ve all had that moment when we discovered something we love—a song, a show, a product, or even a person and suddenly that moment of discovery somehow changed our life. This is our vision. To be “the recommender,” providing people with personalized recommendations wherever they may be. I can’t believe 2018 is already here, and I can’t wait to kick it off. Thank you… and happy new year! --- ### How to Hire Right, and What Makes a Unicorn URL: https://www.taboola.com/taboola-life/hire-right-makes-unicorn/ Last Modified: 2025-01-14 14:36:32 Last month, our CEO, Adam Singolda, sat down with Shahar (Dave) Waiser, CEO of Gett to discuss how to do the impossible—build ‘unicorn’ companies, one billion dollar companies, from scratch. They sat on a panel moderated by legendary entrepreneur Yossi Vardi at VivaTech Paris 2017, a rendezvous for startups and innovation, gathering this year more than 68,000 attendees, 6,000 startups, 1,400 investors, and over 500 speakers. ## Company culture is key to success. Both CEOs talked about the importance of people on their journey, and how company culture and making the right hires was key to their success. “The only way to success is to build a culture that allows for execution—ninja type execution,” Singolda said. “You have to be fast to market and have people that want to be a part of your story forever. “If I had to take a bet, I would take a bet on three things—a big market, because you’re going to change, so pick a market where you can change five to ten times and still have the potential to be big; build a culture that allows you to mess up and continue to the next iteration; and work with people that can make you better and will make you better forever." “You have to be fast to market, and have people that want to be a part of your story forever.” - Adam Singolda, CEO, Taboola Dave Waiser, CEO of the six-year-old company Gett, expressed the importance of the people around him and how they shape your role as a CEO: “Your own company is changing every year, but as a CEO, no one tells you about it,” Waiser said. “If you don’t have a good mentor to tell you about it, and you’re too blind to see it, you’ll fail. Don’t be blind, be surrounded by mentors who can help change your role.” The two spoke about defining culture, and how building cultural pillars will ultimately shape a company’s future. "Don’t be blind, be surrounded by mentors who can help change your role.” - Dave Waiser, CEO, Gett “We’ve had a lot of success with inexperience,” Singolda said. “Passion, intelligence, and kindness are what we look for. When you find this, people stick around with you and grow with you. They learn what experienced people already know. Experienced people are sometimes afraid to make mistakes, so for us, this has been a better path.” For the full video, and to hear Adam and David’s commentary on where they got started, and the partnerships that built the companies they have today, check out the video. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us or start your campaign today. --- ### ‘Taboola Breet’ Stands Up For International Women’s Day URL: https://www.taboola.com/taboola-life/taboola-breet-stands-up-for-international-womens-day/ Last Modified: 2025-01-14 14:36:33 On March 8, tens of millions of people in over 50 countries around the world will stand together in support of International Women’s Day. Since launching in 1909, the annual event has honored the long fight towards universal equality for women, and despite the progress made over the past century, the fight remains as urgent as ever. Forecasts from the World Economic Forum predict that, unless progress accelerates, the gender gap won’t close entirely until 2186. It was the sense that there was still work to be done that spurred the creation of Taboola Breet, a community that brings Taboolars together to discuss issues around diversity and inclusion. ## Creating an alliance of equality crusaders. “Not many tech companies have these sorts of initiatives,” said Qurat Khan, our Business Analyst in Taboola’s New York City headquarters. Khan initiated the group’s first meeting last year. “In Hebrew, ‘Breet’ means alliance, and that’s how we think about our community. It’s a safe space to work through issues and challenges that can be difficult to talk about in a typical office setting.” Taboola Breet’s first meeting in New York has inspired similar gatherings in offices across the globe. So far, nearly 100 employees have joined the community and participated in open discussions, case studies, role playing, presentations, and more. While there is no typical Taboola Breet event, the gatherings often feature the story of an influential female entrepreneur or social justice advocate. Khan opened her first meeting by asking the group why so few people have heard of Dame Stephanie Shirley, one of the UK’s most successful tech entrepreneurs? By studying the examples of women from previous generations, these discussions provide an inflection point for thinking about which gender boundaries and obstacles still exist today, why that might be the case, and how we might overcome them. ## Bridging the gap between 20th Century equality and 21st Century leadership. Many of Taboola Breet’s early meetings focused on re-framing the debate around feminism. “Women’s rights and diversity are no longer only about equality, as it was throughout much of the 20th century,” says Khan. “These movements are also about getting people to see that gender parity makes good business sense.” Her insight echoes the theme for IWD 2017, which calls on people to #BeBoldForChange. This is from the organization’s official statement: “Each one of us... can take bold pragmatic action to accelerate gender parity. Through purposeful collaboration, we can help women advance and unleash the limitless potential offered to economies the world over.” Research continually shows that diverse companies outperform their competition. One widely-shared infographic from the National Center for Women & Information Technology analyzes the tangible “Inclusion Advantage” enjoyed by companies that prioritize a gender-balanced culture. Teams with equal numbers of men and women are more creative, collaborative, and productive than those dominated by men, and also build products that more accurately reflect the customer base. Higher levels of gender and racial diversity are associated with increased sales revenue, customer growth, and market share. Maybe most importantly, effective diversity initiatives must ensure that gender-equality spans the entire organization, including the C-suite, which too often remains stubbornly out-of-reach for women in many industries. The NCWIT studies found that successful tech startups have twice as many women in senior leadership positions as unsuccessful companies. ## ‘Taboola Breet’ as a blueprint for the broader tech community. The call for equality rings especially true in the world of technology, where the talent gap is growing wider, not narrower. The US Bureau of Labour found that the percentage of computing positions held by women -- currently at 25% -- has steadily declined since its peak of 36% in 1991. Members of Taboola Breet are optimistic that such communities can mobilize employees and push for gender parity from within companies and organizations, rather than waiting on government to step in. “Grassroots groups like Taboola Breet are a big reason why Taboola is able to continually recruit the best people,” says Khan. “Gender balance sends a message to the marketplace that we are in touch with the times, and that our teams reflect the diversity of the broader population. This helps us execute on everything from prospecting to sales to customer loyalty.” In the coming months, Taboola Breet will be expanding its footprint with new local chapters and events in Tel Aviv, Bangkok, and London. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your video marketing strategy, contact us or start your campaign now. --- ### Taboola's First Worldwide Hackathon: Robots, AI Food Delivery & 'Instagram Local' URL: https://www.taboola.com/taboola-life/robots-ai-food-delivery-instagram-local-inside-taboolas-first-worldwide-hackathon/ Last Modified: 2025-01-14 14:36:33 If you had two days and the full technological resources of the world’s largest discovery platform at your disposal, what would you create? Last month, we posed that question to our engineering team in Taboola’s first-ever worldwide Hackathon, providing every group with one simple guideline—create something you’re inspired by that your fellow Taboolars might find interesting. I’ve always thought that being a technologist is like being an artist, and engineers thrive when they have the opportunity to work on creative ideas that take them outside of their day-to-day routines. For 36 hours, over 100 Taboola engineers from across our offices in Los Angeles and Tel Aviv stepped away from their desks to work on building something entirely new. It was indeed inspiring to see people working on everything from mobile apps to deep learning to data visualization tools and even robots. 2017 Global Hackathon (Tel Aviv, Israel) The winning team somehow found a way to combine many of these elements into an AI-powered food delivery notification system, using cameras and machine learning to sift through crowded lobbies and identify when a particular courier had arrived. “It forced us to think out of the box,” said Gabriele Nizzoli, one of our principal engineers based in LA and participant in the Hackathon. “On a daily basis, we are managing specific projects for customers, and the hackathon is an interesting way to deal with those same problems from a different angle.” Every team was responsible for developing a live demo of their product concept, which was then presented in a global live stream or virtual “town hall” from LA to Tel Aviv. Presentations articulated the problem or challenge that each team was addressing, the roadblocks they encountered along the way, and ideas they had for potentially further building out the product in the future. “This was my first-ever hackathon and it was a brand new experience," said Jarrod LaRocco, a senior front-end engineer based in our LA office. "It was so valuable having to force ourselves to rapidly learn and teach each other a bunch of new technology for the contest. It was interesting to see how different teams handled that." ## These are the projects that really stuck out.  2017 Global Hackathon (Los Angeles, US) One of the most memorable projects included a mobile app that functions as a kind of “Instagram Local,” enabling users to discover places and events that are being shared directly around them. Another was a Taboola Robot, called “Roboola” (my personal favorite), which can replicate virtual sketches on a physical pad of paper; and Taboola Tables, a social app for organizing group lunches and meeting new people around the office. Presentations were judged by a mixed panel of Taboola execs and outside judges: myself; Asaf Gover, Director Product of Taboola; Avi Zrachia, VP R&D of Yotpo; Aviv Sinai, VP R&D of Taboola; Einat Orr, CTO of SimilarWeb; Ilan Atias, VP R&D of Windward; and Lior Golan, CTO of Taboola. Although all of the projects presented exciting possibilities, the panel was most impressed by the complexity of the Taboola “LunchBot.” When having food delivered to a busy office, things can get confusing. The winning team created a dynamic notification system for hungry Taboolars that combined computer vision, artificial intelligence, Nest cameras, and Slack and Gmail notifications. “The project was ambitious to begin with,” said Tal Sliwowicz, Taboola’s Director of R&D who was on the winning team together with Raz Vakil, Alon Pilberg, and Jenia Gorokhovsky. “The reason we were able to pull it off is because we had people from different teams joining forces. Data science, algorithms and backend. It was a true challenge and through a group effort we managed to do it, while having a lot of fun.” Throughout the long night of coding, there was also of course time for some fun and games: midnight burgers, breakfast buffets, and power naps in egg chairs and bean bags. ## It’s Not Just About The Technology. It’s About The Team.  2017 Global Hackathon (Tel Aviv, Israel) Although our team at Taboola has hosted several public hackathons over the past year, it was especially inspiring to see the full range of Taboola’s engineering talent collaborating on big challenges and ideas, with our CTO and directors of R&D working alongside first-year developers and interns. “It gives you the chance to work with people you wouldn’t normally work with -- people with different skills, talents, and passions,” said Jacob Moghtader, one of our LA-based software engineers who worked on the “Instagram Local” app. Like any ambitious tech project, many teams inevitably encountered a roadblock or moment of crisis that forced them to change course and improvise, sometimes at the eleventh hour. “Things don’t always go as planned, and that’s when you really see the character and perseverance of our engineering team shine through,” said Ning Ning Yu, our VP of R&D who oversees the team in Los Angeles. “Every engineer had to overcome an obstacle or problem using some kind of creative solution. That was the most fascinating story.” The pace of change in our industry only seems to be accelerating, and by fostering an open engineering culture, our engineers are always able (and encouraged) to rapidly test new ideas, fail quickly, learn and iterate.  2017 Global Hackathon (Los Angeles, US) Ever since starting Taboola nearly 10 years ago with a few of my buddies from an Israeli intelligence unit, we have always been obsessed with executing on big and exciting ideas, no matter where they come from or whether or not they will have a direct impact on the near-term business. We need a continuous stream of fresh ideas and viewpoints to ensure that our team has a pulse on what the future might look like—so that we can be ready to build it. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher websites. If you’re interested in joining our engineering team in LA or Tel Aviv, we’re hiring. --- ### One College Student Shaped the Future of VR in Taboola’s Engineering Challenge URL: https://www.taboola.com/taboola-life/one-college-student-helped-define-future-vr-taboolas-engineering-challenge/ Last Modified: 2025-01-14 14:36:33 Here at Taboola, we’re always looking at ways to leverage future audience trends, such as virtual reality (VR) technology. So in May of 2016, in my closing keynote speech at LA West Coast Hackathon, I laid out a challenge for the engineering youth that were there to participate. The challenge was this: Use Taboola content recommendations to create the next generation discovery experience in a virtual world. Dietrich Anaya, age 19 and a full-time student at Los Angeles Pierce College, found an early solution to recommendations in a VR environment—as the winner of the the Taboola VR Challenge, he built software allowing the image and title of an article to appear. If you like the article, you nod and it appears for you to read. If you don’t, you shake your head and it disappears. “I was happy just finding out I was a finalist,” Anaya said. “Just knowing I did something completely new and completely out of my comfort zone was enough. Winning—now that was a pretty happy moment for me.” For Anaya, the engineering challenge was his focus, but it’s not all he achieved. As the winner of the Taboola VR Challenge, he received the Oculus Rift, the chance for an engineering internship with our Los Angeles (LA) team, and a flight out to Tel Aviv, Israel to work with our team of developers there. While in Tel Aviv, Anaya continued to grow his virtual reality development skills. With the guidance of our engineers, he also built a 3D interactive map that showed in real-time how many people were discovering content on Taboola around the globe. I must admit, the software is cool—but for myself and for Taboola, the challenge isn’t about the software. It’s about fostering an inspirational environment for our engineers and company at large, and putting resources behind the idea that we’re always looking for new and fresh ways to solve problems to prepare for mediums of the future. ## We brought our open engineering culture to the VR Challenge. While the industry still has a long way to go in the development of a content recommendation experience for a VR environment, Anaya brought something unique to Taboola—he allowed us to leverage a fresh point of view in our industry, and get out of our day-to-day to think about the future together. The challenge was about two things— how VR will impact recommendations on the open web, of course, but it was also about the students and giving them access to our culture and team so we can together have a fresh look into the future. “If I had a favorite part of Taboola, it would be the culture and the cutting edge technology we get to use here in the LA Office,” Chris Germano, Technical Lead at Taboola. “Our team is full of energetic, passionate engineers who love to build new products with the latest open source technology stacks such as React and Node JS.” Chris says it best—for our engineers, we want an environment where they’re comfortable with new ideas and growing while solving “out of the box” challenges. For our contest, we provided them with nothing but an API, and the students went for it. In the end, we had a lot of fun, and we learned a lot from the experience ourselves. For that I thank Anaya, who is now an intern at Taboola in our LA office. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. If you’re interested in joining our engineering team in LA, we’re hiring. --- ### Live from LA Hacks: Announcing the First Taboola Virtual Reality Challenge URL: https://www.taboola.com/taboola-life/live-la-hacks-announcing-first-taboola-virtual-reality-challenge/ Last Modified: 2025-01-14 14:36:33 In recent years, one of my favorite hobbies has been following the evolution of virtual reality (VR) from a geeky thought experiment into a truly breakthrough technology. With the development of new consumer offerings such as Oculus Rift and Google Cardboard, VR has the potential to “go mainstream” and forever change the way we interact with digital media. But as revolutionary as VR may be, there is one challenge that will remain just as difficult in an immersive “out-of-world” experience: Sifting through the endless amount of information and entertainment options afforded to us by digital media, an area our team at Taboola has been working on for the past eight years. This past weekend was one of the largest hackathons in America called LA Hacks, taking place once a year and including ~1,000 super smart students from UCLA, Berkeley, MIT, and other top programs. I was fortunate to deliver a keynote where I talked about innovation, and I thought no moment would be better than the present to tap into some of today’s brightest young minds for a “Taboola Challenge” based around one of the next big trends that will disrupt the digital media industry. ## Our surprise: our first virtual reality challenge. Here it goes -- Yesterday, during my closing keynote presentation at LA Hacks, I had a surprise announcement for the 1000+ student-hackers in the audience: the launch of our first-ever Taboola Virtual Reality Challenge! Similar to the “Netflix Prize,” our competition will solicit entries from LA Hacks students to re-imagine what personalized video discovery might look like in a completely new, immersive, 3D-driven world. Participants will be able to build and showcase a working prototype of their innovation using our Taboola API, aggregating and displaying videos from Taboola’s premium publisher partners. The winners will receive not only bragging rights, but a week-long trip to Tel Aviv to work with our world-class R&D team, a committed internship at the Taboola LA office, and a brand new Oculus Rift to test-drive their own Taboola VR experience! It’s only a matter of time before our day-to-day digital media habits move beyond the screen and into new immersive realms that are more natural and intuitive to navigate. We’re very excited to launch this next chapter in the Taboola story and see what innovative ideas these students have for a “fully personalized” future. You can check out the challenge these students will be facing on our Taboola VR Challenge microsite here. They have 14 days to finalize the app... stay tuned! --- ### Taboola Welcomes 2015 NYC Summer Interns URL: https://www.taboola.com/taboola-life/taboola-welcomes-2015-nyc-summer-interns/ Last Modified: 2025-01-14 14:36:34 Summer 2015 brought Taboola’s New York office ten new interns, and we have since been fully immersed in the day-to-day life of full-time “Taboolars.” From digging up industry research for RFPs and prospective clients, to brainstorming alternative titles to articles, interns work with teams on both the publisher and media sides of Taboola’s business. In addition to assisting with ongoing work and projects, interns participate in weekly mentor meetings with the heads of their respective departments, discussing goals and areas of interest to explore throughout the summer. "Taboola's internship program recruits ambitious students and recent graduates to work alongside our teams, while also providing an opportunity for interns to take on projects of their own," says Karen Warner, HR and Talent Acquisition Manager at Taboola. Professional development is also fostered during Taboola University (“TaboolaU”), a monthly internal education program that educates Taboolars from our New York City headquarters. In-depth sessions led by the heads of each department provide participants with a 360-degree view of the company and the various sides of its global business. Interns and new hires participate in TaboolaU, both on-site and remotely, calling in from our additional offices in London, Tel Aviv, Bangkok, and Pasadena. The curriculum gives participants a better understanding of the burgeoning “content discovery” space, and enables interns to learn more about career paths they might wish to pursue after graduation. "Our company operates at the center of a rapidly-changing digital media industry, and our goal is to equip interns with valuable experience to help them launch successful careers in this exciting space,” Karen continued. Following an enlightening week of TaboolaU sessions, and already having a slew of real projects under our belts, the company’s newest colleagues came together to celebrate the end of classes with a view overlooking the Empire State Building. On an almost perfect evening in the “Big Apple,” we toasted to the beginning of our careers at Taboola! Included above are our NYC summer interns: Gabby A., Noah L., Juliet L., Luke P., Evan H., Joey W., Hannah M., Prachi G., Alexandra C. and Stephen B. --- ### Taboola Named 2015’s Most Promising Startup By Calcalist URL: https://www.taboola.com/taboola-life/taboola-named-2015s-most-promising-startup-by-calcalist/ Last Modified: 2025-01-14 14:36:34 Last week, we were honored to be named the “2015’s Most Promising Startup In Israel” by the most widely distributed daily newspaper in Israel, Calcalist. We are humbled to be in the company of all 50 Israeli startups that were recognized by the publisher, including Kaltura, Playbuzz, Infinidat, Similar Web, eToro, Fiverr, and others. This distinction could not have been achieved without the unique team we call Taboolars - from our engineers that work around the clock in Tel Aviv to our top notch account managers around the world. We are extremely grateful to Calcalist for acknowledging our team’s achievements and rapid growth. If you read Hebrew, I welcome you to read the full story on Calcalist.co.il. --- ### CES 2015 Welcomes Taboola in Las Vegas at C Space URL: https://www.taboola.com/taboola-life/ces-2015-welcomes-taboola-in-las-vegas-at-c-space/ Last Modified: 2025-01-14 18:45:12 It’s that time of year once again when digital enthusiasts and techies from across the globe flock to Las Vegas to join one of the largest consumer electronics and technology trade shows in existence, The International Consumer Electronics Show (CES). Taboola will be among the companies in attendance this January 6-8 and we are especially excited for our participation in CES’s newest feature for 2015, C Space. C Space will be the official destination for creative communicators, brand marketers, advertising agencies, digital publishers and social networks. It will be the hub for innovators connecting at the intersection of content, creativity and technology. Taboola will be on the C Space show floor at booth CS-9 at the Aria Hotel located in our very own branded pod. Be sure to stop by to chat with Taboola and score some swag! Our senior management will also be onsite and would love to schedule time to meet. Taboolars will be quite the social butterflies during our CES stay. When we’re not at our booth, you can find us at cocktail receptions hosted by our friends at Hulu, Business Insider, AOL, and BMW, or attending the Shelly Palmer Innovation Series Breakfast of which we are a proud sponsor. As we pack our bags and prepare to be wowed by the latest and greatest in the digital world, we will be keeping a close follow on CES Twitter buzz and recommend you do the same using #CES2015. See you on the strip!   --- ### Taboola Named #1 in Deloitte’s Technology Fast 50 URL: https://www.taboola.com/taboola-life/taboola-named-1-in-deloittes-technology-fast-50/ Last Modified: 2025-01-14 14:36:34 For the past seven years, I have been privileged to work with an amazing team of individuals dedicated to our vision of connecting people to information they may like and never knew existed. With nearly half of our company based in Tel Aviv building and enhancing our technology, I’m proud to say that Deloitte, one of the leading professional service firms in the world, recently ranked Taboola as the fastest growing technology company in Israel. This recognition underscores our team’s commitment to innovation and we are grateful to Deloitte for acknowledging our hard work and recent growth. I look forward to the next seven years. --- ### Taboola vs. Pubmatic: A Soccer Matchup For the History Books! URL: https://www.taboola.com/taboola-life/taboola-vs-pubmatic-a-soccer-matchup-for-the-history-books/ Last Modified: 2025-01-14 19:46:54 Last week, Taboolars from our London office competed against programmatic advertising platform company, Pubmatic, in a soccer showdown of epic proportions. Shifting their focus from ad tech to football, the teams kicked off in Old Street, London. Both sides of the field impressed onlookers with their fancy footwork, colorful jerseys, and speed across the green. Taboola quickly took the lead, scoring a goal from the get-go as pressure mounted on Pubmatic. Soon after, Pubmatic shot a strong kick and tied things up. Taboola fought back by scoring a few more goals. To fans watching from the sidelines, it felt as though Pubmatic was bracing for a fierce comeback but in the end, Taboola closed the game out for a 5-2 win. Think your London tech firm has what it takes to defeat Taboola’s football team? Contact us today to arrange a match!    --- ### I Took the Ice Bucket Challenge: Taboolars, Victoria Monsul, Jo Ling Kent—You’re Up Next! URL: https://www.taboola.com/taboola-life/i-took-the-ice-bucket-challenge-taboolars-victoria-monsul-jo-ling-kent-and-louis-ck-youre-next/ Last Modified: 2025-01-14 14:36:34 Well, it finally happened. Today, I took the Ice Bucket Challenge in response to several of my friends and colleagues who requested I “pack myself with ice.” I’m excited to have this opportunity to help raise awareness for Lou Gehrig’s Disease and to donate to ALS. I'm hereby challenging the following people: - The entire Taboola office - This includes all of our global offices in New York City, Pasadena, London, Tel Aviv, and Bangkok - Victoria Monsul of the Wall Street Journal - Our good friend, Jo Ling Kent of FOX Business ...and I know this is breaking the rules but I’m also challenging Louis CK. If you’re out there and you read this, Louis, it’s time we meet for coffee or a drink. You all have 24 hours to comply and/or donate $100 to ALS Research. Good luck! UPDATE: Some Taboolars have stepped up and accepted Adam's challenge. Our New York City office has challenged our new neighbors AppNexus, Mashable's CTO Robyn Peterson and his entire office, and everyone over at FOX Sports.>   --- ### Footprints In The Sand, Framing an Employee’s Story with Art URL: https://www.taboola.com/taboola-life/footprints-in-the-sand-framing-an-employees-story-with-art/ Last Modified: 2025-01-14 14:36:34 At Taboola, we’re huge believers in talent over experience. Of course, experience has its place, but you simply can’t beat passion, the drive to succeed and god given talent. Time and again, our interns and employees fresh from college have proven that to be a fact. One such case is Roni Yahav who started at Taboola as a part-time analyst while he was working towards a degree in Computer Science and Environmental Studies. He made such a strong impression on us that we offered him to join the team as a full-time employee when he graduated. Last week, as he moved on to the next step in his career, and he shared with us how much the two years he spent with Taboola meant to him in the most creative, inspiring way. Roni asked his mother, Ilana Yahav, a world renowned artist who works with sand and her hands to create magical stories on video, to design “the Taboola story.” A video of origin, inspiration, growth and gratitude. The end result is a touching tribute I will never forget. I am grateful to be able to share this amazing, unique and inspiring story with you. Roni Yahav, thank you for your diligence, perspective and appreciation. We wish you luck on your journey ahead. --- ### Happy Purim from Taboola! URL: https://www.taboola.com/taboola-life/happy-purim-from-taboola/ Last Modified: 2025-01-14 14:36:34 Last week, Taboola’s Israeli office became a pretty amusing place. Upon entering the office, you were greeted by a pirate, a huge pink bunny, two Snow Whites and an entire soccer team. Rest assured, we didn’t lose our minds… It was Purim, a fun-filled holiday that allows everyone’s inner child to come out, dress up in costumes and eat lots of candy. Think Halloween minus the ghosts and boo-factor. Work went on as usual, but you gotta wonder: How can Snow White type code with those red gloves on? Taboolars worldwide love to celebrate and any holiday is a good reason to do so. That’s why those of us in New York City indulged in a few yummy treats (that somewhat strange looking cookie is hamantaschen, a traditional triangular-shaped Purim treat filled with fruit): Luckily, cookie overload never prevents us from recommending high-quality content! --- ## Taboola Updates ### Marketing Has a Courage Problem URL: https://www.taboola.com/taboola-updates/ai-marketing-courage-edge/ Last Modified: 2026-06-17 07:04:44 AI gives every marketer the same intelligence. The real edge now belongs to those with the courage to act before certainty. Here's how to build that into your system. Every marketer I know is racing to adopt AI, and they are right to. Still, if that’s all they are doing, it probably won't save their jobs. When a survey of 200 performance marketers finds that 98% are already using or testing agentic AI, the obvious conclusion is that the technology is now table stakes. If your AI stack is what you're betting on to set you apart, you may have have already lost, because other marketers are already running a similar stack against a lot of the same data, and likely getting similar answers. So if intelligence is no longer as scarce, what is? The answer is the thing AI cannot hand you: the nerve to make a move before you’re certain. Most marketers do not have the courage to do that. That nerve is the most valuable thing AI unlocks for a marketer right now, and almost no one is using it that way. I made this case on stage at OMR, and the full talk is below. We’ve spent years trying to analyze our way to certainty, and that instinct, the one that feels like rigor, could be holding us in the middle of the pack with everyone else. Marketing does not have an intelligence problem anymore. It has a courage problem. https://www.youtube.com/watch?v=iMZB4gSqls4&feature=youtu.be ## Why we almost didn't make our bravest campaign Recently my team built a campaign around an animated fox. A few years ago a swing like that would have cost us hundreds of thousands of dollars and weeks of production. AI made it cheaper and faster, and that is the part everyone notices. But that’s not what matters; what matters is that two years ago we would not have made the fox at all. https://www.youtube.com/watch?v=8RuFZ8UJZUQ Without AI, the risk of a creative bet that size was too high to justify. In the AI era, we were able to look at five strong directions, choose one, ship it in weeks, and know we could change course quickly if the creative didn’t work. When the cost of a wrong answer drops that far, a bet that used to be reckless becomes reasonable. That is my whole argument in one campaign. AI did not make us smarter than our competitors, who have the same tools we do. It made us braver than we could afford to be before. The question is whether you will have the courage to use it the same way. ## When everyone has the same intelligence, no one has an edge Think about a fish market like the three hundred year old one in Hamburg, where OMR is held. If one chef always knew which fish was undervalued that morning, or about to be in season, they could show up early, buy it cheap, and turn it into the special that made the night. That edge belonged to whoever knew something the other buyers did not. Now give every buyer in that market an AI fish market assistant that scans every stall, reads every recipe, and tells all of them what the overlooked fish is really worth. Instantly, prices snap to perfect. The chef who used to have an edge no longer does, because knowledge is now much more evenly distributed across the market. Marketing is in the same situation. The advantage always came from having information others lacked, and universal AI strips that asymmetry out. Being well-informed stops being a differentiator and becomes the price of entry. Taboola sees tens of thousands of Realize advertisers running hundreds of thousands of campaigns across the majority of the open web, which is enough data to watch the shape of performance change over time. In 2023, the spread between high and low performers was wide. Strong performers pulled well ahead, weak ones fell well behind. In finance, that distance is called “Alpha”, the return generated above the market average, and it is what a marketer's skill is actually worth. Two years later that distance has roughly halved.  Cost-per-action variance fell 52% on engagement campaigns, 50% on reach, and 40% on campaigns optimizing for online purchases. AI lifts the floor, so the weakest campaigns are no longer as weak. But the same force that raises the floor lowers the ceiling, because tactics that are easy for you to optimize are easy for everyone else to optimize too. The curve gets tall and narrow, the middle swallows almost everyone. Standing out gets harder every quarter! Average is no longer a safe place to stand. When AI is doing most of the visible work and your results sit exactly where everyone else's sit, the question a CFO starts asking is whether you are necessary to just get to average. A team that produces average output with tools available to everyone seems like a team a few more agents could replace.  ## The brands beating the average run courage as a system The question, then, is how to get out of the middle. I spent time with the advertisers on our platform who are still pulling ahead, because I wanted to understand what they had that the middle did not. They are brands you would recognize, across insurance, credit cards, home improvement, and health and wellness.  What they have in common is courage, built into how they operate. In one company it takes the form of a single master metric they hold every activation against, which lets them test fast and decide faster. In another it is a standing “test target” for how many new channels and strategies they will try each year, which they hit relentlessly. In another it is a bias toward momentum, weighed going behind anything that shows early promise and a willingness to judge it quickly. The common thread is that they would rather lose money on a pilot that fails than lose an opportunity they believed had even a coin-flip chance of working. To be clear, recklessness is not the goal. What separates these brands is a repeatable method for finding the next thing that works, one they believe in and, just as important, one they can get a CFO to fund. That system cannot just be more analysis, which is the part that holds most teams back. You can not analyze risk away, or you will lose your shirt in the casino. When marketers feel uncertain, the instinct is more data, another test, a better attribution model. The instinct feels like diligence, and in moderation it is. It is also how everyone ends up bidding on the same fish, because similar analysis run on similar AI produces similar conclusions and converges on the same moves. But by the time analysis delivers certainty, the opportunity has usually closed. The brands that win accept this, place their bets without certainty, and build something that lets them act anyway. ## Marketers should treat their bets like an investment portfolio A system I’ve come to adopt, that recognizes that you can’t analyze your way to always winning, looks like an investment portfolio. A portfolio is not any diverse enough assortment of tactics. It is a deliberate mix in which some positions are expected to lose. If every line is expected to return positively, it is not a portfolio, it is a list of safe bets, and safe bets are exactly where alpha decay does the most damage. It has two halves.  - Exploit is the proven work, the channels where the math is known and the history is long. It's the majority of the budget, and the foundation that keeps a budget from collapsing. It is also the most crowded, because what is reliable for you is reliable for your competitors, so exploit’s job is to enable the flexibility to do the “explore” portion.  - Explore is the new strategies, the emerging channels, and the wild cards that may fail outright. Some of these positions will lose by design. The ones that work are where alpha now lives, the outsized return a CFO cannot recreate with another agent. No one outperforms by getting marginally better at what everyone is getting marginally better at. The outperformance comes from explore, funded by the discipline of exploit. AI contributes to each portion differently. On the exploit side, AI is the autopilot. These are the known environments where it has data and history and genuinely runs the optimization better than a person can, so the right move is to automate that work. On the explore side, AI is a copilot rather than a pilot. It will not name the bet to take. What it does is collapse the cost and time of taking one. ## Three moves for courageous marketers: build, bet, and own the result Courage only changes anything when it changes what a team actually does, and that comes down to three decisions every marketing leader is already making, most of them by default. Make them on purpose and you have a system, but leave them to drift and you have the average. The first is to create a system. Most marketing teams operate on a collection of tactics. A team built to outperform the average decides on a system they believe in. For example, to run on a portfolio, with a deliberate split between the proven work and outside bets. A budget you never consciously divided to account for risk is a year of spending you will have to rationalize after the fact. The second is who makes the call. AI will give you more clarity than any marketer has ever had, and it will still refuse to place the bet, because it has no style, no accountability, and no team it believes in. You do and the decision should rest on human grounds. Holding out for the number that erases all doubt is not diligence, it is how you arrive after the opening has closed. The third is how you answer for the result. Marketing is not a cost center. It is a business that takes capital and returns revenue a CEO and a CFO can see, and a business that beats its plan earns the right to reinvest. If your teams overachieve, make the case for more exploration and spend it there. That is the difference between a line item, which gets cut in the first hard quarter, and a function that compounds, which does not. These three decisions are the work AI cannot do for you, and it is the only work left that still separates one marketing team from another. ## The era of AI will reward the brave AI is coming for the marketer who hides behind analysis, optimizes the obvious, and waits for certainty before moving. That marketer is already being replaced, because everything they do can now be done by the tools sitting on every desk. It is not coming for the marketer who takes risks inside an intentional system. That marketer is harder to replace than two years ago, not easier, because beating the average has become genuinely difficult, and the people who can still do it are rare. The era of AI will reward the brave.  The question is if you choose to be. --- ### Taboola’s Take on the 2026 Oscar Winners: Timothée Chalamet, Kate Hudson Lead Audience Attention URL: https://www.taboola.com/taboola-updates/oscars-winners-data/ Last Modified: 2026-03-11 14:32:11 Who will win the 2026 Oscars according to online readers? Taboola's data reveals Timothée Chalamet, Kate Hudson, and more as top contenders. Awards season is nearing its finale with the upcoming Oscars ceremony, and new data from Taboola shows that online interest in the event continues to surge around key announcements and industry milestones. Taboola analyzed readership trends across its network of publisher sites in the U.S., reviewing millions of pageviews on Oscars-related content over the past 90 days. The data highlights which films, actors, and directors are generating the most audience attention ahead of the ceremony. Online interest has spiked several times this season: - December 17: Readership increased nearly 1,000% after news surfaced that the Oscars would move to YouTube starting in 2026. - January 22: Online interest surged nearly 3,000% following the announcement of the 2026 Oscar nominees. - March 1: Readership rose 288% following the Actor Awards, which are often viewed as predictors of Oscar winners. Based on readership data, here’s which nominees are generating the most attention heading into the ceremony. ## Taboola’s Predicted 2026 Oscar Winners Based on Readership Based on which nominees generated the most readership across Taboola’s network of publisher sites in the U.S. over the past 90 days, the predicted winners are: - Best Picture: Marty Supreme - Best Actor: Timothée Chalamet - Best Actress: Kate Hudson - Best Supporting Actress: Teyana Taylor - Best Supporting Actor: Jacob Elordi - Best Director: Paul Thomas Anderson ## Best Picture: Marty Supreme Among nominated films, Marty Supreme leads readership with 1.5M pageviews, outpacing other high-profile titles like Sinners and F1. Interestingly, while F1 generated the highest box office revenue of the group, it ranks third in readership, suggesting that audience curiosity does not always mirror box office success. Film Total Pageviews Marty Supreme 1.5M Sinners 1.2M F1 1M Hamnet 524K Frankenstein 79K Bugonia 47K Secret Agent 18K Train Dreams 17K ## Best Actor: Timothée Chalamet Timothée Chalamet leads the Best Actor race in readership with 1.8M pageviews. Chalamet’s lead suggests that audience attention this season is heavily concentrated around his performance. With more than double the readership of Leonardo DiCaprio, his role has become one of the most talked-about in the Best Actor race, reflecting both strong awards-season momentum and widespread cultural visibility. Actor Total Pageviews Timothée Chalamet 1.8M Leonardo DiCaprio 854K Ethan Hawke 360K Michael B. Jordan 345K Wagner Moura 49K ## Best Actress: Kate Hudson Kate Hudson dominates the Best Actress category in readership with 930K pageviews, generating roughly 500% more attention than Emma Stone, the next most-read nominee. Hudson’s readership surge may reflect strong audience interest in her return to the awards conversation. After years primarily associated with comedy and romantic roles, her performance in Song Sung Blue appears to be generating renewed curiosity among readers. Actress Total Pageviews Kate Hudson 930K Emma Stone 155K Rose Byrne 120K Jessie Buckley 95K Renate Reinvse _ ## Best Supporting Actress: Teyana Taylor In the supporting actress category, Teyana Taylor leads with 809K pageviews, followed by Elle Fanning with 430K. Taylor’s lead in readership may reflect strong audience curiosity around a breakout awards-season performance. When artists known for work in music and entertainment receive major acting recognition, coverage often attracts heightened reader interest. Actress Total Pageviews Teyana Taylor 809K Elle Fanning 430K Amy Madigan 46K Wunmi Mosaku 45K Inga Ibsdotter Lilleaas _ ## Best Supporting Actor: Jacob Elordi Jacob Elordi tops the supporting actor category with 413K pageviews, edging out Delroy Lindo and other nominees. Elordi’s lead in readership suggests strong audience curiosity around a rising actor entering the awards conversation. As one of the younger nominees in the category with a growing profile in film and television, his nomination appears to be attracting significant attention across entertainment coverage. Actor Total Pageviews Jacob Elordi 413K Delroy Lindo 293K Sean Penn 143K Benicio Del Toro 59K Stellan Skarsgård 10K ## Best Director: Paul Thomas Anderson Among directors, Paul Thomas Anderson leads readership with 445K pageviews, followed by Ryan Coogler. Anderson’s lead in readership likely reflects the strong following he has built among film audiences over the course of his career. As one of the most recognizable filmmakers in the category, coverage of his work appears to be attracting significant attention from readers closely following this year’s awards race. Director Total Pageviews Paul Thomas Anderson 445K Ryan Coogler 162K Josh Safdie 65K Chloé Zhao 23K Joachim Trier _ ## Key Data Takeaways Taboola’s data suggests that audience attention this Oscars season is driven more by standout performances and cultural conversation than by box office success alone. - Audience curiosity doesn’t always mirror box office performance. Marty Supreme leads readership among nominated films despite earning less at the box office than F1. - Attention in leading acting categories is highly concentrated. Timothée Chalamet generated 111% more readership than the next Best Actor nominee, while Kate Hudson attracted roughly 500% more attention than Emma Stone. - Breakout and rising stars are drawing strong engagement. Teyana Taylor and Jacob Elordi generated readership levels comparable to several leading-role nominees. - Actors drive more audience interest than directors. Coverage of performers significantly outpaced director-related content during awards season. These readership patterns highlight how awards season drives sustained cultural conversation across entertainment media. ## Tips for Publishers and Advertisers Although the Oscars ceremony marks the end of awards season, audience interest typically continues after the event. Publishers should expect continued readership around topics such as Oscar winners and surprise upsets, red carpet fashion and viral moments, and post-ceremony analysis and reactions. Advertisers can benefit from aligning campaigns with this ongoing cultural conversation, extending relevant campaigns in entertainment, fashion, streaming, and lifestyle to capture sustained audience engagement. Methodology: The readership data in this article comes from Taboola Newsroom's Topic Insights & Terms Explorer tools, which use natural language processing to determine the trending topics across Taboola’s network of thousands of news publisher partner sites. We aggregated US readership data for December through March to determine the Oscars takeaways. “One Battle After Another,” Renate Reinsve, Inga Ibsdotter Lilleaas, and Joachim Trier were not included in the AI's topic detection during the measured time periods. Taboola Newsroom is an editorial insights tool we provide at no cost to Taboola's news publisher partners. Feel free to reach out to @franberkman with any questions about Taboola Newsroom and nicole.g@taboola.com if you'd like to use our data for your research or reporting. --- ### Taking a ‘DeeperDive’ with Nexstar: Jeff Moriarty Talks Gen AI and What’s Next for Publishers URL: https://www.taboola.com/taboola-updates/nexstar-gen-ai-deeperdive/ Last Modified: 2026-03-09 17:27:27 Nexstar's Chief Product Officer Jeff Moriarty shares how they are using Taboola's DeeperDive AI answer engine to boost audience engagement and unlock new publisher revenue. Today’s publishers are navigating one of the biggest shifts the industry has seen in decades. Generative AI-powered search engines are increasingly scraping content and answering questions directly, often reducing traffic back to publisher sites. At the same time, reader expectations are evolving. Publishers must innovate to keep audiences engaged, protect their direct relationships, and build sustainable revenue models. I’m very excited to share that Nexstar Media Group has adopted Taboola’s DeeperDive and we now get to talk about it.  Nexstar is one of the largest diversified media companies in the U.S., producing and distributing local and national news, sports, and entertainment. Its portfolio of digital properties, including local TV station websites across the country, ranks among the top digital news destinations in the United States. For those less familiar, DeeperDive is Taboola’s generative AI answer engine built specifically for publishers. It allows readers to ask questions directly on the publisher’s site and get answers grounded in trusted content from that publisher and approved sources. It keeps the user experience on the publisher’s property, strengthens engagement, and from day one, generates meaningful revenue through contextual advertising powered by Realize. Unlike consumer facing AI platforms that pull content away from publishers, DeeperDive is designed to strengthen the publisher’s relationship with their audience while unlocking new monetization opportunities. I recently sat down with Jeff Moriarty, Chief Product Officer at Nexstar and a long-time partner and friend, to discuss how Nexstar is thinking about Gen AI, audience engagement, and why they chose to move forward with DeeperDive. Jeff is one of those rare leaders who understands technology deeply, but always through a business lens. With that, let’s take a “DeeperDive.” ### Jeff, you have been testing DeeperDive as a Gen AI answer engine on Nexstar’s sites. What problem were you trying to solve, and why did DeeperDive feel like the right solution? What does success looks like for us in 12 months in your mind? Like other publishers, we see our readers and viewers becoming accustomed to conversational interfaces to find information on Google, ChatGPT and elsewhere, and we think letting readers ask questions about our content on our own products is an extension of what we already do to deliver quality local information.  We have looked at a number of ways to solve this but were drawn to the speed at which Taboola attacked this opportunity and that it can bring a vast pool of advertisers to monetize each question. It is incredibly helpful that Taboola already scans our pages and knows our users through our advertising relationship and that gives us a huge head start in launching something that works well and that has monetization built in.  This is likely far from the end state of this type of interface, and just the beginning of our experimentation. We have to think about these types of products and ultimately how our content is made available to personal agents and other agentic tools as they continue to evolve. Taboola’s challenge is to stay out in front of this emerging area, while also creating  a higher standard of advertisers against the questions readers ask.   ### You’ve previously spoken about Gen AI as a technology that could boost newsroom capabilities, create the next gen “super editor”. How are you thinking about using AI across the organization, from newsroom workflows to product, monetization, and audience engagement? We’ve been very deliberate in our rollout of AI-powered tools, focusing on "background" integration—tools designed to augment the human intelligence in our newsrooms. A perfect use of AI right now is to transform content we already have into other formats, like taking a long form video and making that into multiple clips, a text story, and creating assets for vertical platforms, social platforms, and so on. By embedding these capabilities directly into our CMS, our digital editors are now utilizing AI thousands of times a day to automate high-volume, low-leverage tasks. This isn't just about speed; it’s about reclaiming editorial bandwidth, allowing our creators to focus on original reporting while the technology helps with the multi-platform orchestration. ### AI has moved fast, and not everyone adapts at the same pace. What has the learning curve been like at Nexstar? Have you seen certain teams or individuals become early champions and help bring others along? If a tool demonstrably enhances the quality of an editor’s output or removes a friction point in their production cycle, the "curve" vanishes and adoption happens organically. We look at this like any product and are constantly surveying our newsrooms for feedback on what is working and what is not.  While we maintain uncompromising guardrails around our core journalism, we’ve found significant opportunities for innovation within our marketing and creative divisions. These teams are utilizing AI to compress production cycles for previously very expensive motion graphics and video effects. ### Beyond Gen AI, what do you think will define the next phase of innovation for publishers this year? Is it personalization, new formats, subscription strategy, monetization, something else? It is always all of these - never just one of them – and is the synchronization of those strategies.  We are in a unique position as one of the largest news gatherers in the U.S., with a vast library of video content created and distributed each day.  Ultimately, AI is a bridge between our core journalism and its broadest possible impact. It allows us to optimize our existing library at scale, ensuring our content resonates with new users on the platforms where they already live. ### Search traffic dynamics are changing fast. How are you thinking about protecting Nexstar’s direct relationship with audiences in an AI-driven world? We do everything we can to protect our content from bots and scrapers using a best-in-class AI powered bot protection partner. There is very little incentive for us to right now give up our content to LLMs in terms of audience or monetization.  Our best defense is an offensive approach that makes sure we get our local content to screens in the right format, with monetization figured out at the beginning, not at a later date.  There is no doubt that AI summarization is changing how people get information – Our strategy is doubling down on E-E-A-T, as Google suggests.  As the web becomes saturated with AI-generated content, we believe that focus on Experience, Expertise, Authoritativeness, and Trustworthiness will still be a primary filter for value in these new interfaces. --- ### From Reach to Results: Why CTV Platforms are Partnering with Realize to Capture Performance Budgets URL: https://www.taboola.com/taboola-updates/ctv/ Last Modified: 2026-04-12 14:28:45 CTV is evolving from awareness to performance. Learn how Realize helps CTV platforms drive measurable conversions, ROAS, and new ad spend. For years, Connected TV (CTV) advertisements have occupied a prestigious but limited space in the media mix: the high-impact "awareness" medium. While CTV offers unmatched reach, it has historically struggled with fragmented measurement and a lack of clear attribution, making it difficult for platforms to prove a direct link between a "big screen" exposure and a website conversion. This gap has often funneled performance-driven budgets toward "walled gardens" like Google and Amazon, which offer seamless cross-screen attribution. However, a new standard is emerging. By partnering with Realize, major CTV players like Paramount Advertising and LG Ad Solutions are transforming their inventory from passive awareness tools into actionable performance engines. For CTV platforms, this partnership represents a strategic opportunity to unlock new revenue streams, drive higher ad spend, and compete directly with the largest digital ecosystems. ## Leveling the Playing Field with Walled Gardens The primary advantage for a CTV platform in partnering with Realize is the ability to provide cross-screen performance-driving power, extended reach and consolidated attribution that was previously inaccessible to independent publishers. Realize utilizes advanced audience matching to retarget the users across from Smart TVs in their personal devices across the Open Web, leveraging a network of over 9,000 premium publishers. This allows CTV platforms to offer their advertisers a unified view of the customer journey. Instead of a campaign ending when the TV commercial stops, platforms can now enable advertisers to not only retarget, but use the seed audiences from CTV exposures to identify similar audiences which are likely to convert. These “Predicted converters״ can the be targeted across the open web and CTV to extend the reach of the campaign. This capability ensures that the high-impact TV spot is followed by relevant, actionable ads on the open web, directly attributing post-view actions like sign-ups and purchases back to the original CTV campaign. ## The Blueprint for Success: Paramount and LG Ad Solutions The success of existing partnerships serves as a roadmap for other CTV platforms looking to modernize their offering. Paramount Advertising integrated Realize technology into its Paramount Ads Manager to launch "Performance Multiplier". This branded solution allows even small and medium-sized businesses to access premium streaming inventory while tracking performance results, such as purchases and sign-ups, directly within their dashboard. This marks a shift toward making CTV a more measurable and actionable part of the media mix for brands of all sizes. Similarly, LG Ad Solutions partnered with Taboola to launch “Performance Enhancer”, a connected and measurable ecosystem that bridges TV and digital performance. By combining audience information data with Realize’s AI-driven targeting, Performance Enhancer helps advertisers optimize likely to convert audiences. This not only broadens the impact of LG’s campaigns into high-quality digital environments but also allows advertisers to quantify ROI by attributing site engagement directly back to TV exposure. ## Driving Growth: New Business and Increased ROAS Partnering with Realize offers CTV platforms three distinct commercial advantages: - Winning Performance Budgets: Platforms can now attract performance marketing teams that prioritize measurable outcomes over simple impressions. By offering a solution that tracks clicks, leads, and sales, CTV platforms become a viable destination for lower-funnel budgets. - Increasing Spend from Existing Advertisers: By driving measurable outcomes, platforms can help current advertisers grow their Return on Ad Spend (ROAS). When advertisers see a quantifiable ripple effect from their TV ads into digital conversions, they are incentivized to increase their overall investment. - Expanding Reach Beyond the TV: Solutions like “Performance Multiplier” and “Performance Enhancer” allow platforms to extend their advertisers' brand messages beyond the TV screen to matched and lookalike viewers on the open web. ## Efficiency Through Integration For CTV platforms, expanding beyond TV is a huge opportunity. Partnering with a performance-focused technology provider allows platforms to consolidate cross-platform measurement, which strengthens future media planning. It transforms the TV screen into a destination for meaningful connections that drive value across the entire funnel—from the top-of-funnel impact of the big screen to the lower-funnel performance of the open web. As the industry moves away from third-party cookies and toward first-party data strategies, the ability for a CTV platform to offer privacy-compliant, performance-based solutions will be the deciding factor in securing long-term advertiser loyalty. In essence, partnering with Realize allows a CTV platform to act as a bridge: It takes the massive, trusted footprint of the living room and connects it to the measurable, conversion-heavy world of the digital journey, ensuring that every ad view has the potential to become a measurable action. --- ### Inside the Taboola Publisher Product Council: How AI Is Shaping the Future of the Open Web URL: https://www.taboola.com/taboola-updates/publisher-product-council-deeper-dive/ Last Modified: 2026-02-09 08:27:19 At Taboola’s Publisher Product Council, publishers explored how AI, and specifically Taboola’s DeeperDive, is shaping the future of the open web. For the past 5 years, Taboola has hosted an annual Publisher Product Council: a forum for our most valued publisher partners from around the globe to learn about our latest product offerings, share their insights and ideas, and explore pressing topics in our industry together. The latest installment of the council explored the question of how the open web can leverage AI without compromising publisher control, trust, or monetization. The discussion focused on DeeperDive, Taboola’s AI-powered answer engine built for the open web. Leading the session was Kurt Gessler, a Staff Product Manager on the DeeperDive team, with over 2 decades of experience leading digital product and strategy at top publishers. Over the hour-long session, Kurt explored what early learnings from DeeperDive reveal about behaviour, engagement, and revenue when generative AI is embedded directly into publisher environments. ## Rising to the AI Challenge The rise of generative AI is simultaneously seen as a potentially devastating threat and a rare opportunity for open web publishers. With AI investment expected to exceed $1.5 trillion in 2025, search traffic declining and new user behaviors emerging, the question is no longer whether AI will change how people discover and consume information, but who will be positioned to benefit from that shift. Taboola is working to ensure that publishers play a central role in the AI-driven future of search and discovery, leveraging their trusted journalism and brand authority to meet users in the early stages of their decision-making journeys. ## Deeper Dive: AI Answers, Powered by Trusted Journalism DeeperDive is Taboola’s response to the growing user demand for instant, conversational answers to any question. Embedded directly on publisher sites, the experience allows users to ask questions (or choose from suggested ones) and receive AI-generated responses sourced exclusively from that publisher’s own content. Rather than pulling users away to external platforms, DeeperDive is designed to keep the conversation (and the value) within the publisher ecosystem, surfacing relevant articles and encouraging deeper on-site journeys. Deeper Dive has already been rolled out across multiple publisher sites, including six on which it appears on 100% of traffic, such as USA Today, Daily Star, and India Today. ## Built for Publishers: Speed, Safety, and IP Control Throughout the council, Kurt addressed some of the challenges the team encountered while designing and iterating on DeeperDive. The goal wasn’t just to ship an AI experience, but to build one that could operate at publisher scale, without compromising performance, brand safety, or content ownership. Key learnings included: - The importance of having a model-agnostic architecture, allowing DeeperDive to adapt quickly as LLM technology evolves. - Significant UX and performance optimization, reducing answer load times from double digits to near-instant for common queries, and dramatically lowering bounce rates. - Building in robust guardrails and human-in-the-loop QA, ensuring brand safety, accuracy, and relevance. - Clear assurances around content ownership: publisher articles are not saved, reused, or used to train models, meaning that publishers retain full IP control at all times.  ## Higher Engagement, Stronger Monetization Six months after the launch of DeeperDive, results from live deployments on publisher sites point to meaningful impact on engagement and revenue: - Users who engage with DeeperDive generate more page views per session, return more frequently, and show higher loyalty signals. - Revenue per thousand (RPM) and average revenue per user (ARPU) are substantially higher, with DeeperDive users delivering nearly 3x higher revenue per user. - Suggested questions have proven critical, driving click-through rates up to 6 times higher than open text fields alone. Importantly, cannibalization of existing Taboola placements or other DSP positions has been minimal, reinforcing DeeperDive’s potential as an incremental revenue stream for digital publishers. ## Turning Reader Questions Into Editorial Insight One of the most compelling benefits of DeeperDive is the reader intent data that can be gathered from the tool. Across participating sites, tens of thousands of questions are asked daily, creating a real-time window into what audiences are curious about, confused by, or seeking clarity on. The data so far shows that readers gravitate toward asking highly practical, time-sensitive questions. Common themes include: - Weather and local conditions - Consumer and personal finance topics - Health and wellness - Entertainment and celebrity news - Sports and major live events In a small but telling reminder of how new these AI interactions still are, the single most common free-text query so far has been a simple “hello”. This underscores the fact that readers are still learning how to engage with AI, making thoughtful prompts and suggested questions critical for guiding meaningful interactions. Publishers are already using the intent data provided by user queries to: - Identify content gaps beyond traditional page-view metrics - Inform story development and updates - Spot emerging topics earlier In one example shared during the council, insights from clustered reader questions directly led to the creation of a new article that became a top-performing story for several days, demonstrating how reader questions can translate directly into editorial impact. ## What’s Next For DeeperDive? Looking ahead, Kurt touched on a number of areas of exploration for how DeeperDive could evolve over time. Taboola is having close conversations with leading publishers and product strategists on where AI-powered experiences on the open web may go next. Among the possibilities shared were: - Tools to give newsrooms greater visibility into reader questions and intent - Extending the experience to audio and video content, including transcripts and voice-based interactions - Integrating structured data sources such as weather, traffic, or market data to answer questions that require hard data answers. As with DeeperDiver’s initial rollout, any future direction will be shaped by publisher feedback, real-world performance, and a continued focus on delivering trusted, high-quality experiences rooted in publisher journalism. ## A Shared Vision For the Open Web This Publisher Product Council reinforced the central idea that AI doesn’t have to pull value away from publishers. When built collaboratively and deployed responsibly, it can do the opposite. By embedding AI experiences directly into publisher environments, DeeperDive offers a glimpse into a future where journalists and technology work together to create better experiences for readers and sustainable growth for publishers. This is still the early days, but the opportunity for publishers to shape the next era of the open web has never been greater. --- ### Between Automation and Individualization: Adtech Leaders On The Year In Advertising at DMEXCO 2025 URL: https://www.taboola.com/taboola-updates/dmexco-2025-automation-individualization/ Last Modified: 2025-11-07 10:38:29 At DMEXCO 2025, adtech leaders discussed balancing automation and personalization to build smarter, more responsible digital advertising. https://www.youtube.com/watch?v=HQMBeg5YDkA Artificial intelligence and automation are reshaping digital advertising, offering the possibility of deeper personalization and more meaningful connections between brands and audiences. Yet the same technology can just as easily make those interactions feel impersonal or even intrusive. The challenge for advertisers today lies in using technology to scale and amplify human connection, rather than stifle it. This was a central theme of Between Automation and Individualization: The Year in Adtech 2025, a panel discussion hosted at DMEXCO 2025. Moderated by Vincent Flood, Editor-in-Chief of VideoWeek, the session brought together Alexandre Fannius (VP EMEA, Taboola), Filippo Gramigna (co-CEO, Onetag), Khaled Alfangary (Senior Manager of Client Services, StackAdapt), and Andor Eggers (Head of Data Foundation & Adtech, MediaMarktSaturn). In a packed 30 minute discussion, the panel explored how brands, agencies, and platforms are adapting to a cookieless, AI-accelerated world – and what it will take to build smarter, more responsible advertising in 2025 and beyond. ## From Signal Loss to Value Creation The conversation opened on the state of data privacy, a topic that still dominates boardrooms years after the cookie began to crumble. The room didn’t need reminding that third-party identifiers are fading, but the numbers set the tone. As Gramigna put it, “the addressability around cookies is only 18%. It’s very small.” Marketers, he added, must blend new solutions and data signals to drive outcomes. From a brand perspective, Eggers framed first-party data as both an asset and a responsibility: “Our loyalty members – it’s pure gold,” he said, though success depends on getting appropriate user consent and permission alignment. Fannius pushed the conversation beyond compliance to strategic intent. After noting the room’s focus on consent, he added a second word: value. Once trust exists between a brand and its users, he argued, “the next question is: what is the true value of the targeting, and where does the media spend go? Is it the big platform, or is it funding journalists?” Marketers shouldn’t underestimate the power wielded by their advertising dollars, he warned. ## Relevance Without Intrusion With hard identifiers in retreat, the discussion moved on to contextual relevance – made smarter by AI, but grounded in common sense. Alfangary was clear: “We’ve seen massive success around personalization, when we have the right contextual targeting around it,” citing a UK travel campaign that achieved 19x ROAS thanks to contextually relevant creatives and messaging. From a retail perspective, Eggers offered a practical shorthand: “The easiest example we have is weather targeting. We run a promotion for air conditioning. If it’s in Hamburg and it’s 15 degrees and raining, that doesn’t make sense. It’s wasting money.” At the same time, marketers must be careful not to cross the line between helpful and creepy. Alfangary reframed the principle behind effective targeting and personalization: “When I say the right time, it’s actually the right mindset,” he explained. “I may not actually click instantly, but the message will resonate.” ## Automation With Intention As the discussion turned to the power of automation, the panel agreed that while AI can increase efficiency, it must be used with care and purpose. Gramigna cautioned that “AI is too powerful for us to take advantage of without having some education and some control over it.” Comparing responsible AI deployment to the way medicines are tested before being released, he added, “we are not in the right setup when it comes to AI yet.” Alfangary described the technology as a tool rather than a substitute for human thinking: “The tech is there to support you, but the marketer is the orchestrator.” For Fannius, automation shouldn’t be treated as an on/off switch. “I think it’s a spectrum,” he said. “If you’re an SMB brand, you probably want a creative box that will do a lot for you. If you’re a MediaMarkt, BMW or Mercedes and you have much bigger internal resources, you want to be at the steering wheel with the AI to help you.” The right systems, he argued, “give you the flexibility to keep the control, or outsource it if you need to.” ## Fighting Fragmentation The group also tackled one of adtech’s most persistent challenges: fragmentation. Gramigna described DSPs and SSPs as “two platforms that speak different languages,” urging the industry to adopt a less siloed approach so that data can flow more freely between platforms, preventing waste and helping advertisers achieve better business results. Fannius agreed, saying, “I’m so shocked sometimes to see the workflows, how complicated it sometimes is for the buyers. Things need to be easy. The content, the targeting, the products – everything needs to be unified.” At MediaMarkStaturn, Eggers’s team is building systems to connect creative, performance, and measurement data more efficiently. “You need to have the right operating model behind it,” he said, to ensure every part of the process works together toward the same outcome. ## Why The Open Web Still Matters In closing, the panelists returned to the question of where advertising investment should flow, and why the open web continues to be critical. For Gramigna, it’s a matter of trust. “Getting an independent measurement of the outcomes you want to reach is something the big platforms and walled gardens typically don’t provide”, he explained. Fannius’s approach goes beyond business goals to ethics. “It’s the responsibility of brands to fund the next quality source of information. If you look at the open web, there are so many options.” Eggers offered a final piece of advice for navigating AI’s rapid evolution: “Think about data, technology, and empathy,” he said. “AI is AI, but you need a portion of empathy to use it in the right way.” ## A Smarter, More Responsible Future As the conversation came to a close, one theme stood out clearly: the future of advertising won’t be defined by how much the industry adopts new technologies, but by how wisely it chooses to use it. Automation, data, and AI are only as valuable as the intent behind them. As Fannius put it, the goal isn’t to automate everything. It’s to create opportunity, trust, and value across a more connected, more responsible open web. Image Credit: Nick Harwart --- ### Inside Advertising Week 2025: Shopify, Zillow, and Inspire Brands on Leading Brand Transformation with Authenticity URL: https://www.taboola.com/taboola-updates/advertising-week-ny-2025-brand-transformation/ Last Modified: 2025-10-23 08:02:51 At Advertising Week 2025, leaders from Taboola, Shopify, Zillow, and Inspire Brands shared how brands can evolve with authenticity in an AI-driven world. What happens when a recognizable and beloved brand decides to reinvent itself – and can it do so without losing its identity? That question was at the heart of the Navigating Brand Transformation With Authenticity panel at Advertising Week New York 2025, moderated by Davin Power, VP North America at Taboola. Joining him on stage were Jessica Williams, Head of Brand & Partnerships at Shopify; Travis Freeman, Chief Media Officer at Inspire Brands; and Beverly Jackson, VP of Brand & Product Marketing at Zillow. Together, they explored how brands can evolve to meet shifting expectations, new technologies, and emerging audiences – all while staying true to who they are. Here are 5 of the key lessons that emerged from their discussion. ## 1. Transformation Begins With Authentic Purpose   Before a brand can launch a shiny new logo or creative campaign, transformation must begin inside the organization, with how a company defines its purpose, structure, and goals. Power opened the discussion by reflecting on Taboola’s own evolution: from a native advertising pioneer to a powerful performance platform that helps brands drive outcomes across diverse open web environments. Through major milestones – including its 30-year partnership with Yahoo, becoming the exclusive reseller for Apple News, and launching Realize – Taboola’s repositioning never strayed from its core purpose: to deliver performance at scale to advertisers on the open web. “The market knew Taboola as a native advertising platform, but what we really were at our core was a performance platform. So when we thought about how we can expand our offering for clients, we really did take on that center point of being a performance platform, and through Realize, expanded it to mean performance anywhere on the page.” The idea of staying true to a core mission resonated across the panel. Jackson described how Zillow’s evolution has been guided by a simple but powerful north star: “making home a reality for more people”. Whether speaking to renters searching for their first apartment, families navigating home loans, or the real estate professionals who help close those deals, that purpose is behind every part of Zillow’s transformation. That clarity has helped Zillow evolve from a beloved browsing destination to a full-service platform for all things real estate, strengthening both its consumer brand and its B2B relationships. The takeaway was clear: when brands lead with a shared sense of why they exist, every innovation, from new technology to new storytelling or new audience expansion, builds naturally from that foundation. ## 2. Know Your Audience – And Who You’re Not For   Another strong theme that emerged from the session was the power of focus. Freeman explained that after years of trying to appeal to everyone (“Everyone eats, right?”), Inspire Brands’ portfolio of restaurants – including Dunkin’, Arby’s, Sonic, and Baskin-Robbins – learned to grow by narrowing in on the right customers. For Dunkin’, that meant doubling down on a younger Gen-Z audience through light-hearted humor and adding the likes of Ice Spice and Sabrina Carpenter to its line-up of brand ambassadors alongside (but not instead of) long-time supporter Ben Affleck – moves that made the brand feel fresh without abandoning its loyal fan base. For Arby’s, it meant returning to its nostalgic roots rather than chasing every new trend: “Arby’s customers may not want us to have all these weird sandwiches that we’ve been trying to put out to market, but they actually love us for roast beef.” Freeman summarized it simply: “We realized that we want to be part of culture, but we didn’t want to create culture.” That same focus has guided Shopify’s work with micro-communities and creators. By helping musicians, athletes, and digital influencers to launch their own brands, Shopify is both expanding its customer base and strengthening its credibility with the next generation of entrepreneurs. “The strength of our brand is to lean into those micro-communities and support the entrepreneurs that are already building there, and let them tell their stories through the lens of how they built on Shopify,” explained Williams. ## 3. Harness Data And AI As Tools For Authentic Storytelling   No discussion at Advertising Week 2025 was complete without touching on AI, and this panel was no exception. Williams shared how Shopify rebuilt its platform to be AI-first, giving merchants access to a suite of tools to help them be successful. “We have rebuilt our own platform to make it easier for entrepreneurs to start a business. We operate as your CMO, your tax consultant, your shipping expert, your CFO, your data analyst – and the platform has really changed pretty dramatically in order to support that.” Zillow, too, is using AI to deepen its relationship with users on both sides of its marketplace. Jackson highlighted the brand’s new integration with OpenAI, enabling natural-language searches (“Find me a home near a dog park and an Arby’s”), while reminding the audience that Zillow’s Zestimate tool was one of the earliest examples of AI in action. ##  4. Authenticity Is Built Through Human Connection   Across every story shared on stage, one lesson stood out: authenticity isn’t an abstract brand value – it’s built through real human connection. For Shopify, that means creating opportunities for people to experience their favorite brands beyond the screen. Despite its ecommerce focus, Shopify has invested heavily in running in-person brand pop-ups where fans can meet the entrepreneurs behind the products they love. “We run pop-ups almost every weekend, because everyone is dying to experience their favorite DTC brand that they’ve never been able to in real life,” Williams explained. “Shopify becomes the place and the space and the brand that is supporting them to do that.” That focus on connection extends beyond just consumers, too. Jackson described how Zillow’s relationships with real estate agents – who are both customers and partners – are built on trust, not transactions. Through in-person hospitality events and local activations, Zillow gives agents space to share their challenges and ideas in a more personal way. “At the very beginning, our creative was about heroizing agents – but I don’t need to put an agent in a cape,”  shared Jackson. “What I need to do is put an agent in some software that helps them drive their business, that helps them deliver return on investment for their clients.” Whether through a pop-up store or a heart-to-heart conversation on the golf course, both brands recognize that authenticity is something you demonstrate, not declare. ## 5. Measure What Matters (To You)   To close the conversation, Power asked each leader to share how they know that what they’re doing is working, and that they’re succeeding in walking the line between transformation and authenticity. For Freeman, measurement starts and ends with real-world behavior. Across all their brands, success comes down to one north star metric: foot traffic. “We don’t put a dollar out there unless it’s measured,” Freeman admitted. “We don’t have awareness problems – we have consideration problems. So we push that and see where it falls.” Williams shared a similar perspective from Shopify, where success is measured by the number of new entrepreneurs and creators joining the platform. Those sign-ups, she explained, are the clearest indicator that the brand’s storytelling and AI-powered tools are resonating. And for Jackson at Zillow, leadership itself is the metric: “I know it works because I’m still the leader in my space. I’m still the category definer.” Above all, the panel made it clear that while every transformation looks different, the most authentic ones are grounded in measurable impact. When brands know what success means to them, and track it relentlessly, they can evolve with confidence, clarity, and purpose. ## The Bottom Line Throughout the conversation, one message stood out: authenticity is the foundation that allows transformation to resonate. When brands stay rooted in their purpose, understand their audience, embrace new tools to build genuine connections, and measure what matters to them, change becomes an opportunity rather than a risk. Each of the brands on stage demonstrated that in an industry defined by constant change, authenticity isn’t about standing still; it’s about moving forward with purpose. If you’d like to hear the whole conversation, you can watch the full panel session on demand on YouTube. --- ### Zeta Live 2025: The Evolving Role of Attribution in the AI Era URL: https://www.taboola.com/taboola-updates/zeta-live-2025-attribution-ai-era/ Last Modified: 2025-10-23 06:28:27 At Zeta Live 2025, industry leaders including Adam Singolda explored how AI, transparency, and human insight are redefining marketing attribution. https://www.youtube.com/watch?v=Wowx6YFr0fc In an AI-driven world, does attribution still matter? Spoiler alert: it does—more than ever. On Thursday, October 9th, Adam Singolda spoke at Zeta Live on a panel led by Neej Gore (Chief Data Officer, Zeta Global), featuring Tim Barnes (U.s.-ENT GM, Advertising and Marketing, Amazon), Sandra Matz (Lulu Chow Wang Professor Business, Columbia Business School), and Adam Potashnick (President and CEO, North America, Brainlabs), which dove into the evolving role of attribution in marketing, emphasizing the need for transparency, data-driven performance, and human-centered strategies in an AI-powered future. ## Attribution in 2025: Still Relevant, Still Evolving Adam Singolda framed the conversation powerfully. In uncertain times—pandemics, economic instability, geopolitical conflict—the first thing marketers cut is brand advertising. What stays? Performance marketing. Because in challenging times, businesses focus on what drives immediate growth. “Performance advertising is the oxygen that drives sales,” said Singolda. “That’s why attribution is a big deal.” But not all attribution is created equal. Singolda pointed out the fundamental divide in the ecosystem: - Closed systems (Google, Meta, Amazon, Taboola) control the full journey from impression to conversion. - Open systems or fragmented solutions require marketers to stitch together complex attribution models, often with less precision and transparency. Taboola’s position, straddling both demand and supply sides, gives it an edge: “We focus on transparency,” Singolda emphasized. “If it doesn’t work, we want to tell you why—and fix it together.” ## The Rise of the CFO: From Approver to Attribution Advocate Adam Potashnick highlighted how attribution is increasingly a CFO-level concern. It’s not just about marketing performance—it’s about proving business value in hard numbers. “The CFO isn’t the only stakeholder,” he noted, “but they’re essential to getting things over the line.” To meet those expectations, agencies like BrainLabs are investing in custom attribution models tailored to each client’s KPIs. It’s not about one-size-fits-all. It’s about adaptability and rapid experimentation. ## Consumer Trust and the Limits of Clicks Dr. Sandra Matz brought the consumer lens to the conversation. Attribution models built on short-term metrics like clicks often miss the full picture—and risk boring consumers with repetitive, “safe” content. “Over 40% of Gen Z have abandoned brands simply because they were bored,” she shared. “Clicks alone can’t tell you whether an experience was meh or mind-blowing.” She emphasized that trust isn’t just about transparency, it’s about benevolence: Do consumers believe you’re using data in a way that benefits them? When brands get that right, attribution isn't just a business tool but it becomes a driver of relevance and loyalty. ## AI: Hype, Hope, and Hard Truths The panel was refreshingly honest about the role of AI. While many industry conversations lean heavily on AI as a silver bullet, Singolda cautioned against over-romanticizing it. “AI is a commodity,” he said. “We can all download Llama or build a model. What differentiates winners from losers is unique access to data and distribution.” He likened the overuse of “AI” to a fairy dying every time the term is misapplied. What actually matters? Having proprietary data and distribution that AI can use to deliver something competitors can’t replicate. ## What’s Next: A More Human Future Powered by Smarter Tech So, where is attribution heading? Tim Barnes sees attribution becoming more automated, powered by tools like clean rooms and federated data models that respect privacy while enhancing insight. He also emphasized that creative—the human element—remains a critical factor in driving outcomes. In closing, panelists were asked to predict the future of marketing in a world where attribution is truly effective. Their answers? - Adam Singolda (Taboola): Human. Relationship. Trust. - Adam Potashnick (BrainLabs): Adaptive. - Sandra Matz (Columbia): Relational. - Tim Barnes (AWS): Automated. Neej Gore concluded with, “The future of marketing is more human… and ironically, it’s because of AI.” --- ### The Future of Publishing Panel: The Independent, Foundry and Taboola On The Shift From Clicks To Connection URL: https://www.taboola.com/taboola-updates/future-of-publishing-panel/ Last Modified: 2025-10-13 13:46:37 At Taboola’s Future of Publishing panel, experts from The Independent, Foundry Co, and IAB UK explore how AI and personalization are reshaping journalism. In 2025, the media landscape is in the midst of a profound shift. As large language models (LLMs) provide instant summaries of the world’s information, audiences no longer need to click through to individual websites to get their news. For publishers, this shift raises two urgent questions: how to reach readers, and how to keep them. These core themes took centre stage at Taboola’s recent Future of Publishing panel, hosted in partnership with IAB UK. The discussion, moderated by Sophia Haynes, Director of Transformation at IAB UK, brought together Chloe Hubbard, UK Editor at The Independent; Neil Bennett, Global Director of Product & Data at Foundry; and Nigel Vincent, Senior Newsroom Engagement Manager at Taboola. Over a 45 minute discussion, the panel explored how AI, personalization and trust are reshaping journalism, and what strategies and tools publishers can adopt to thrive in this new era. ## Driving Traffic Without Clicks For decades, digital publishing has relied on a simple exchange, facilitated by search engines such as Google: readers click, and traffic follows. But with LLMs now summarizing the web’s content in seconds, that model is eroding fast. Audiences no longer need to visit original sources to get their news: instead, they are consuming summaries, highlights, and AI-curated snippets. In response, publishers are having to rethink their audience strategies, focusing less on passive discovery, and more on proactive engagement. Push notifications, personalized recommendations, and adaptive homepages are emerging as key tools in this shift. ## From “Information” To “Content” For many publishers, this evolution has sparked a deeper reflection on what kind of journalism truly builds long-term loyalty. In recent years, many publishers sought growth by producing high-volume “information” pieces: short, factual explainers or trending stories optimized for search engine discovery. These articles served to drive traffic to their sites, but rarely established lasting connections with readers. Today, many publishers are shifting their focus away from providing “information”, toward producing “content”: storytelling that adds insight, emotion, and context. At The Independent, this has meant prioritizing original reporting, commentary, and narrative-driven pieces that offer a perspective that AI tools cannot replicate. At Foundry, a similar approach is taking shape: AI is not viewed as a substitute for journalism, but a tool to enhance production, efficiency, and distribution. Technologies such as translation automation or intelligent content surfacing allow editorial teams to operate more efficiently, giving journalists more time to focus on deeper, audience-centric storytelling. ## Building Loyalty Through Personalization Reaching readers, of course, is only half the challenge: retaining them is the other. Across the industry, personalization has emerged as one of the most effective ways to drive direct, repeat engagement. Taboola’s newsroom engagement tools are helping publishers use contextual and behavioral signals to tailor experiences for individual readers, from customized homepages to personalized push notifications. These innovations are transforming how publisher brands interact with their audiences, replacing one-size-fits-all approaches with relevant, timely connections. The panel called out an example of this in The Independent’s success with Taboola-powered push notifications. Through a data-driven personalization strategy, The Independent built a highly engaged subscriber base of over 1 million readers that regularly returns to its site for stories matched to their interests. Within weeks of implementation, personalized notifications were driving 2% of the publication’s total site traffic – a meaningful uplift in a landscape where every visit counts. ## A New Discovery Experience If personalization helps to regularly bring readers in, interactivity helps keep them on site. Tools like DeeperDive, Taboola’s AI-powered answer engine that lives on publisher websites and leverages their own content, are redefining what engagement looks like on publisher sites. DeeperDive allows readers to explore a publication’s content through natural language questions, mimicking LLM chatbots that many users are becoming accustomed to, and transforming passive browsing into active discovery. By surfacing summaries, context, and related stories from a publisher’s own archive, DeeperDive helps audiences find information more intuitively, while providing readers with the confidence that they remain within a trusted editorial environment. Publishers using DeeperDive, such as USA TODAY, are seeing strong engagement signals. Readers who interact with the tool tend to click deeper into related content, spend more time on-site, and engage with a wider range of stories. This not only increases audience retention but also strengthens brand trust, reinforcing the publication as both a credible, and convenient source of information. In a digital landscape increasingly mediated by external algorithms, tools like DeeperDive are giving publishers the power to reassert ownership of their audience experience. ## Trust: The Foundation of Modern Publishing The panel underscored that credibility – once assumed – now requires constant reinforcement. Fact-checking, transparency, and editorial standards are essential not just for brand reputation, but for survival. The future of publishing will favour outlets that can demonstrate authenticity, authority, and accountability. Publishers who make trust a strategic priority are already reaping the benefits in the form of higher engagement, increased subscriptions, and more meaningful relationships with their readers. At its core, this is a return to journalism’s fundamentals. Even as technology transforms how stories are distributed and surfaced, the audience’s desire for truth, clarity, and human perspective remains unchanged. ## Gen AI: Publishers’ Partner In Progress While some fear that Generative AI could replace journalists, the reality emerging across leading newsrooms is far more collaborative. Many publishers are integrating AI tools to support, rather than replace, editorial work, using automation to streamline production processes, while keeping humans firmly at the heart of content creation. At The Independent, for example, AI assists with reworking and formatting press releases into short informational pieces, freeing up editorial teams to focus on original stories and analysis. At Foundry, AI is being used to automate the translation of news and product review stories, before they are then localized by local editors, adding in key context specific to their market. Across both organizations, the principle is clear: AI is a means to amplify human creativity, not to replace it. The technology’s true potential lies in helping journalists spend less time on repetitive tasks and more time doing what only humans can do: interpreting, challenging, and connecting. ## A Future Built On Connection The core message that consistently emerged from the discussion was that the future of publishing will not be defined by algorithms or automation, but by audience connection. Publishers that continue to rely on “information” (the kind of surface-level content AI can replicate and replace) risk being left behind. Those that invest in deeper, distinctive storytelling, in combination with state-of-the-art technology that enhances and improves user experience, will earn the trust and affection of loyal audiences. As AI continues to quickly evolve, the publishers that succeed will be those that embrace innovation while staying rooted in the values that have always defined great journalism: integrity, curiosity, and trust. In this new landscape, those principles are not only moral imperatives; they are competitive advantages. --- ### How Digitas, GeistM and Realize are Leading the AI-Volution of Advertising – with Efficiency, Personalization, and a Human Touch URL: https://www.taboola.com/taboola-updates/ai-volution-of-advertising-webinar/ Last Modified: 2025-10-13 07:04:07 Discover how Digitas and GeistM are using AI and Taboola’s Realize to personalize campaigns, measure impact, and adapt to zero-click search trends. Artificial intelligence is transforming advertising, and agencies are on the front lines of that change. Whether it’s streamlining creative production, personalizing brand experiences, or redefining measurement, agencies are learning to adapt to a new era defined by rapid technological development. That was the focus of The AI-Volution of Advertising: Brand Power Meets Performance Precision, a webinar hosted by 4As and Realize. The session, moderated by Nadav Perry (VP Global Brands & Agencies, Taboola), brought together Elizabeth Cagen, SVP, Performance at Digitas, and Robbie Hynes, CEO of GeistM, for a candid conversation on how their agencies are navigating AI adoption, deploying personalization, and measuring incrementality across their clients’ campaigns. ## From Faster To Smarter: Moving Beyond AI For Efficiency   Perry opened the discussion with a telling data point: according to EConsultancy, 75% of marketers say they’re using AI, but most remain in the early stages of applying the technology. Perry described these as “cost-reduction uses”, such as driving efficiency in content creation or video production. Valuable gains, but only a first step. For small agencies like GeistM, AI has democratized creative tools, giving them access to production capabilities once reserved for large studios. The result is faster output and a levelled playing field – but the differentiator remains human judgement. “Everyone has the same access to ChatGPT,” Hynes said, “but you’re only as good as your prompts.” For larger agencies like Digitas, the opportunity lies in using AI to transform strategy, not just execution. “AI at its best isn’t just about cost efficiency.” explained Cagen. “The real opportunity is in how we can use AI to create authentic, meaningful connections with consumers at scale.” Across both agencies, tools like Realize are helping bridge the gap between efficiency and transformation. Realize provides AI-driven insights across the open web, giving agencies visibility into where audiences spend time and which creative combinations drive outcomes. That intelligence is helping agencies to make smarter, data-informed decisions across strategy, targeting and campaign optimization. ## Making Marketing Personal: Where AI Meets The Human Touch   The panel agreed that one of AI’s most powerful applications so far has been personalization. According to McKinsey & Company, personalization is no longer optional: 71% of consumers already expect companies to deliver personalized interactions. Using Realize, Digitas combines contextual intelligence with AI-powered targeting to design campaigns that resonate. “We’re able to use Realize’s Predictive Audience targeting and keyword retargeting to target very high-intent, high-propensity to buy consumers, in the places and spaces where they are, with the kind of content they’re looking for.” said Cagen. This approach has allowed Digitas teams to create meaningful connections with users in moments of genuine receptivity, rather than simply serving impressions. Hynes emphasized that personalization should never become invasive. “There are bad examples of going too hyper-personalized and creating unease in potential customers,” he warned, “rather than something that’s super beneficial and suits you without making you feel like you’re being tracked.” For example, GeistM uses Realize’s contextual exploration capabilities to identify topics that users who have converted have engaged with, and use these insights to expand their audiences – especially useful in fast-moving verticals where trends shift daily. ## When No One Clicks: What The Rise Of Zero-Click Search Means For Brands   The conversation also tackled one of the most disruptive shifts in digital media today: zero-click search. As AI assistants and answer engines collate neat summaries directly on results pages, users increasingly find information without ever visiting its source. For agencies, this trend is forcing reconsideration of how branding and performance efforts coexist. Cagen described the new buyer journey as a continuum rather than a funnel. “I don’t think it ever was linear,” added Perry, “but it’s just getting messier.” Agencies now need to optimize for visibility in environments beyond search or social. “We know that people are searching everywhere,” explained Cagen, “so it’s about making sure that your content is optimized across search, social, programmatic, site content, conversations on Reddit. Getting brand mentions out there is what’s going to help you show up in the LLMs.” While AI-driven discovery may fragment the path to purchase, the open web continues to play a crucial role in turning curiosity into conversion. As users encounter brands across articles, reviews, and recommendations, agencies need to connect those early discovery moments to measurable outcomes. That’s where Realize can help close the loop, using contextual and behavioral signals to re-engage interested users and turn potential consumers into buyers. ## Redefining Attribution In The Age Of AI   Attribution remains one of the toughest challenges in digital marketing, and AI is changing both what agencies measure and how. “With the rise of AI and zero-click searches, we’re having to evolve our thinking about KPIs.” said Cagen, “We’re thinking about things like brand visibility within searches, brand mentions, content creation, and measuring them appropriately.” Hynes shared that GeistM regularly runs incrementality tests to measure the real value of each channel. Brands that cut upper-funnel investment often see organic and search traffic drop soon after: a signal that awareness and consideration remain critical levers, even as last-click attribution severely underestimates their value. Perry illustrated the difficulty of determining the appropriate KPIs and measurement windows with an example from a gaming client. The brand had tested Realize, and initially found it to be too expensive when measuring Cost Per Install (CPI) with a seven-day lookback window. But when they changed their KPI to first 30-day cash deposits, Realize emerged as the top-performing source by user quality. “That’s why it’s so important to take the time to help our clients understand what it is they really care about, and how to measure it,” he concluded. ## Winning The Fight Against Diminishing Returns   The final topic discussed was a shared challenge faced by nearly every online advertiser: diminishing returns. Realize’s research with Qualtrics found that nearly 80% of advertisers hit diminishing returns before spending 70% of their budgets across online platforms. For agencies, understanding where spend is truly having incremental impact is critical. At Digitas, Cagen’s teams combine forecasting and incrementality testing to ensure that every dollar drives measurable growth. “We take in multiple data sources from online, offline, media, expectations about the competition and promos that are going to market, to create a more accurate picture of our expected outcomes.” she revealed. “Once the media is live, we’re constantly monitoring it, optimizing it, and conducting incrementality testing to make sure that we’re actually driving incremental revenue. Realize gives us the opportunity to understand incrementality and the value that our media is helping drive for us.” Hynes emphasized the importance of diversification, both across channels and creative variations. GeistM uses Realize’s predictive analytics to identify expanded audiences, combined with its AI tools to generate dozens of creative variations of top performing ads, keeping campaigns fresh and effective. ## Adapting To The AI Era Agencies are in a period of rapid reinvention. AI is reshaping how campaigns are built, measured, and optimized, and best practices are changing daily. For agencies like Digitas and GeistM, the challenge isn’t just adopting a new technology: it’s adapting strategies, processes, and client models to make the most of it. That means evolving team structures, measurement frameworks, and creative workflows to align with how audiences discover and engage with brands. As Perry observed, the best use of AI isn’t just to increase efficiency, but to power transformative change. With Realize, agencies can translate this technological shift into tangible outcomes: identifying where to invest, how to prove value, and how to build more resilient, data-informed strategies for their clients. The agencies that thrive in the AI era won’t just use the new tools; they’ll reshape how they think, plan, and measure success around them. If you’d like to hear the full conversation, you can watch the full webinar on demand here. --- ### Realize What’s Yours: The Creative Vision Behind Our New Campaign URL: https://www.taboola.com/taboola-updates/realize-whats-yours-campaign/ Last Modified: 2025-09-23 14:48:52 Go behind the scenes of Taboola's "Realize What's Yours" campaign to explore how Realize is helping marketers to unlock untapped potential beyond search and social. In early 2025, Taboola launched Realize, a powerful new performance advertising platform dedicated to helping marketers achieve outcomes at scale beyond search and social. The product launch was just the beginning. The real challenge was figuring out: how do we share the success that early adopters are seeing with Realize, in a way that makes other marketers stop, think, and reconsider their own strategies and media mix?   We’re taking you behind the scenes of our new campaign, showcasing how the creative came together: from the challenges we wanted to address, to the messaging we’re bringing into market, and the visuals we designed. https://www.youtube.com/watch?v=XnCGvi1rM2g ## Marketers Stuck In The Usual Places The first step of any successful marketing campaign is understanding your customer. We wanted to get to the bottom of what challenges marketers experience, and what pain points Realize could address.  Through extensive research conducted by our marketing team, we uncovered a common point of tension. Marketers are under relentless pressure to drive consistent, measurable results with increasing efficiency. On the other hand, the channels they rely on (mainly search and social) are increasingly crowded, expensive, and limited in scale. They know it. We know it. And yet, many feel stuck. Taking a risk on a new channel feels too uncertain when budgets are tight. We’ve already seen advertisers succeed with Realize, so we know it’s possible – but marketers don’t, and we’d like to change that. That’s where the idea for our campaign began. If marketers feel stuck, we needed to show them what it looks like to break free – to grow beyond search and social.  ## From Problem To Concept How do you visualize the concepts of “being stuck” and “growing” in a way that makes people stop scrolling and think? The answer has to be bold, and even a bit odd – just enough to capture attention and spark emotion.  We landed on two sets of visuals:  - People stuck in the everyday grind: wedged inside their own computers, trapped in the sand of an office terrarium, even caught inside a vending machine mid-transaction.  - And, in stark contrast, people growing beyond their limits: their necks stretching upward, projecting strength, confidence, and transcendence.  It was surreal, striking, and most importantly, it carried a message that every marketer could relate to: there’s a choice between staying stuck and growing beyond.  ## Bringing The Visuals To Life Of course, landing on the concept was only the beginning. Bringing it to life was another story.  Taboola is a frontrunner in the use of AI in marketing, and it was clear to us that this technology would play a big role in realizing this concept. At first, we thought we could create the visuals by manipulating still images with AI: taking photos of models, elongating their necks digitally, and animating those frames. But the results felt flat, clunky, and frankly, a little unnerving.  So we went back to the drawing board. We brought live models into a studio, filming everything from scratch. As is so often the case with AI, combining advanced tech with human creativity made all the difference: we could capture expression, movement, and posture. All the subtleties that make an image feel alive.  From there, the process became an experiment. First came the classic edits: lighting adjustments, color correction, clean cuts. Then the AI kicked in to help us extend the models’ necks in a way that felt believable, but still surreal enough to command attention.  It wasn’t perfect the first time around. In fact, the early edits were too safe: for example, the necks in some takes weren’t long enough to deliver the punch we wanted, and the movement in others was too unnerving. So we pushed further. Trial by trial, version by version, we refined the look until we achieved the look we were going for.  For our team, this blend of live production and AI-enhanced post-processing was completely new. It stretched us, too – in the best way possible.  ## Realize What’s Yours The creative visuals grab attention, but they exist to serve the story we wanted to tell. Our tagline set the tone:   We wanted to communicate to advertisers that they already have everything they need to succeed. The challenge isn’t a lack of potential – it’s that the channels marketers are relying on are not enough to achieve their goals. They need more, and that’s where Realize comes in. It’s designed to unlock and maximize that untapped potential, turning prospects already in the funnel, as well as new users they’ve never engaged with, into measurable outcomes.  Every piece of messaging built around it carried two primary dimensions:  - Empowerment: Growth is already within reach – you just need the right platform to claim it. This comes through in the confident tone of the voiceover, the models’ posture, and, of course, the elongated necks.  - Proof Points as a Call to Action: Tangible evidence to inspire action, from real advertiser quotes to vertical-specific stats that make the message tangible. Others like you are already succeeding with Realize. Don’t get left behind.  We wanted marketers to feel intrigued, inspired, and maybe a little provoked – yet confident that Realize isn’t a risk or a waste of time.  “We heard time and again from marketers that they feel limited and frustrated by search and social,” explains Tom Inbal, Taboola’s SVP of Marketing & Strategy. “We want marketers to feel confident that growing beyond these channels is possible, and is already being achieved by their peers with Realize. We want to go beyond just talking about how the product works, to showing what it’s doing for our customers.”  ## Growing Beyond Together This campaign also represents a milestone for Taboola: it is being launched with one of the biggest top-of-funnel pushes we’ve ever invested in, across events including DMEXCO and Advertising Week NY. The goal is simple: to reach our audience wherever they are, across multiple touchpoints, and encourage them to try adding Realize to their game plan, and reap the benefits early adopters are already enjoying.  We’ll be closely tracking performance along the way, from impressions to completed video videos and clickthrough rates, so we can refine the campaign in real time. What resonates will get amplified. What doesn’t will evolve.  Looking back on the process, the common thread throughout was experimentation. From trying different concepts, to testing different production approaches, to taking our messaging into channels we’ve never tried before – this campaign was about pushing ourselves out of our own comfort zones.  That feels fitting, because it’s the same leap we’re asking marketers to take. Moving beyond the tried and true can feel intimidating at first. But it’s also where the greatest opportunity lies.  With Realize, and with this campaign, we’re not just asking marketers to grow beyond search and social. We’re showing them what growth looks like, and inviting them to go a bit beyond their comfort zone, like we did, and realize what’s theirs.  Thank you to everyone who contributed to realizing this campaign, including:  Guy Zuckerman, Head of Marketing Operations Marina Okner, Designer Yoni Zigler, Director Mamash Production Company --- ### Why Search Traffic Going Down is the Best Thing That Ever Happened to Google and The Open Web URL: https://www.taboola.com/taboola-updates/genai-future-of-search/ Last Modified: 2025-08-28 11:36:05 Gen AI and LLMs are disrupting search traffic, but it’s sparking a new era of deeper engagement, new revenue models, and opportunity for open web publishers—and even Google. Many believe Gen AI engines and LLMs are a problem for the open web, publishers, and even advertisers. Wrong. Some think they are a problem for Google because they’ll have less search traffic to monetize, replaced by Gemini LLM conversations. Wrong. In just a single year since launch, Gen AI search and large language models (LLMs) have changed the face of the open web. This rapid change is impacting both search engines and publishers. We're seeing a decline in traditional search traffic, with some publishers experiencing more significant drops than others. This trend directly affects Google, which is seeing fewer search queries, and also impacts publishers who are receiving less referral traffic from search engines. The competition for this shrinking pool of traffic is heating up, with companies like OpenAI and Perplexity vying for a share, and Google actively competing with itself by offering a generative AI product called Gemini. Whether OpenAI and ChatGPT “kill” Google search or Google themselves do it, there’s no doubt–search traffic to publishers is going down. The question is what do publishers do if search traffic drops 20%, 30%, or 50%? It is likely the end of search as we know it. And the best thing that could have ever happened to Google and the open web. ## The Gen AI threat reshaping and rebuilding the publisher business model. GenAI Search like ChatGPT, Perplexity and Google’s Gemini are stealing traffic from publishers. Data suggests that just .1% of traffic from these engines are making their way to publishers, meaning if you’re searching on ChatGPT or Perplexity the likelihood you then click out to read more about a topic is next to nill. In fact - the newest buzzword from publishing executives is ‘zero click searches’ whereby not a single action is taken after a search is performed. No publisher is immune to this threat. Search referral traffic to 1,000 web domains decreased by nearly 7 percent year-over-year, nearly a billion critical visits that have disappeared from the open web. On the face of it, you would think there is no rational defense from GenAI companies that are tanking publisher traffic. Google would try to put a spin on things by publicly claiming that people who click on links after seeing AI Overviews tend to spend more time on those sites. Right... Now back to reality. The Gen AI threat is causing a chain reaction for the business foundation for publishers. Today, the primary determining factor to how much revenue a publisher makes is tied to how many potential people view ads on their site. Put simply, less traffic means less revenue in the short term. This has made it necessary for publishers to rethink how they make money. In fact, it's even made Google rethink how they make money. Short-term disruption is inevitable, but what’s coming next is a leap toward deeper engagement and bigger revenue than we’ve ever seen before. Both to Google, and to the open web. ## Google, Publishers, and the Rise of High-Value LLM Conversations While search traffic will decline, potentially hurting Google and publishers in the short term, a new type of “supply” is emerging: LLM conversations. Nearly a billion people use ChatGPT, Gemini, and Perplexity, each month. Most are asking general knowledge questions, but an estimated 10–20% of those chats are high-value: travel planning, healthcare, commerce, financial advice and more. These conversations are worth a fortune - far more than a search click. ChatGPT’s model is straightforward, earning $20/month per subscriber, making every question valued the same, whether you asked about the weather or about a trip to Cancun. Google’s Gemini, backed by a $200B search ads business and 10M advertisers, will see these conversations as commercial opportunities. Over time, a multi-day exchange about a trip can evolve. If a person asks a question, Gemini can reply in the moment or if more research is needed, it can come back with more ideas, until that conversation ends with a full-service transaction. From here, users can book flights, hotels, and restaurants. This is an incredible revolution for Google, from each interaction worth $1 per click to $1,000 per conversation. This shift positions Gemini’s long-term revenue potential well beyond search. In essence, less search traffic, but a lot more revenue. Publishers have an equally powerful opportunity. While 30–40% of their audience today arrives via search, 60–70% comes direct. By launching their own Gemini-style LLMs, publishers can host high-value conversations within their trusted environments, covering travel, shopping, health, and finance. This is where deep content and expert voices can guide meaningful decisions. While ChatGPT can instantly give you ideas and information about a trip you’re considering, you would never book it on the spot. You’ll still seek out reviews from people who’ve been there, browse images and videos, and explore different perspectives before making the decision. While AI offers a new way to search, the human need remains the same–to be informed and educated on what matters before making a decision in a way that creates trust and confidence. Publishers have expertise. They have earned trust over decades. They can use that to create amazing value in this new landscape. This is where publishers win over the next decade. Major purchases and commitments require more than quick answers; they require exploration of reviews, imagery, videos, and authoritative reporting, all of which publishers already deliver. Some publishers will monetize these interactions through transactions like I believe Gemini will, others through subscriptions like ChatGPT is doing now. For those who lean in, this represents a once-in-a-generation shift from pageview-driven models to relationship-driven value. User trust becomes the foundation for both resilience and growth in the LLM era. The future of publishers (and Google) is bright. --- ### Why Loyal Telemundo Readers Can’t Get Enough Push Notifications URL: https://www.taboola.com/taboola-updates/telemundo-web-push-alerts/ Last Modified: 2025-07-28 14:06:16 Learn how smart strategy and real-time news updates turned push notifications into an audience growth engine for Telemundo. Loyal and expanding news audiences are increasingly hard to come by, but Telemundo has earned one on a platform that’s often overlooked by US-based news publishers: web push alerts.  Telemundo’s growing web push notification subscriber base has helped its audience development team reach an impressive milestone – web push now accounts for about 20 percent of article traffic to Telemundo.com.  ## Why Web Push Matters Over the past several years, many news publishers have seen significant reductions in traffic from referral giants Facebook and Google, making it more important than ever to cultivate loyal, returning audiences.  Telemundo, a longtime partner of Taboola, began to use Taboola's new Push Notifications platform at the start of 2025 and quickly turned web push into a powerhouse tool for driving return visits. “Our goal is for our audience to discover the most relevant and up-to-date news of the day, whether it’s entertainment, local breaking news, sports, or coverage of our original series,” says Matías Piñeiro, who manages Telemundo’s audience development editors. “We aim to be a reliable and engaging source of information across a range of interests.” ## Telemundo’s Evolving Strategy Piñeiro works with a small but mighty team of four editors who promote Telemundo’s web and native app content via social media, push alerts, and other messaging platforms. The team’s data-informed approach is at the heart of the growth they’ve achieved, particularly on web push.  After starting with about four notifications per day, focused on breaking news, the team realized their push subscribers had an appetite to receive even more notifications across a broader range of subjects. The push editors now employ a more flexible approach, letting the daily news cycle and audience engagement data guide the cadence of notifications, reaching seven or more per day.  “The selection of topics is driven by what’s most relevant to our audience at any given moment—top news stories, trending Telemundo shows or verticals, and current events that spark public interest. As a result, the content mix evolves constantly,” Piñeiro says. ## Meeting The Moment This flexible approach has allowed the Telemundo audience team to meet this particular political moment, at a time when many in their audience are relying on them for critical information about the shift in policies of the new administration, particularly with regard to immigration. Over a recent 30 day period in May and June, nearly 40% of Telemundo’s push notifications focused on immigration news. That’s up from about 10% in January, during which time entertainment and international news were the focus of the most notifications. “If the situation warrants it, we are open to increasing both the frequency and urgency of alerts to ensure our audience receives critical information in real time,” Piñeiro explains. ## The Future of Push In addition to timely and trending news, the Telemundo team has also developed regularly scheduled push notification programming such as “Noticias de la Mañana” and even horoscope alerts – because not all wisdom comes from dashboards and spreadsheets, right? Looking to the future, the Telemundo team expects AI to have a big impact on push notifications, allowing audience development teams to make their alerts “more relevant and personalized,” even including live updates about news, weather or other emergencies happening nearby. “We envision a near future where notifications can be automatically tailored to individual user interests, generated in real time in response to current events or user data, and even include safety alerts,” Piñeiro says. For now, be sure to go to Telemundo.com and subscribe to alerts to follow along.   --- ### Adam Singolda In Conversation With Sir Martin Sorrell: AI, Advertising, and Reinvention in 2025 URL: https://www.taboola.com/taboola-updates/sir-martin-sorrell-cannes-2025/ Last Modified: 2025-12-01 15:15:02 At Cannes Lions 2025, Taboola’s Adam Singolda & WPP founder Sir Martin Sorrell explored how AI is reshaping advertising, agency models, and global strategy in 2025 and beyond. Over a decade ago, Adam Singolda landed a pivotal meeting with legendary businessman and WPP founder Sir Martin Sorrell, under less-than-honest pretenses. Claiming he “happened to be in London”, Singolda had in fact flown across the Atlantic just for the opportunity. At the time, Taboola was a fledgling startup with 10 employees and modest revenue. “Why do you think I should have this meeting?” Sorrell asked. A young Singolda quivered, hoping his ambition and determination would speak for themselves. Fast forward to 2025: in a penthouse overlooking the French riviera in the midst of the Cannes Lions Festival, the two reunited – not as strangers, but as peers. Their conversation spanned the present and future of advertising: AI’s transformative role, the reinvention of agency models, and how to lead through growing global uncertainty. https://www.youtube.com/watch?v=VDGoVJC07C0&t=1s ## 2025: The Year of NOW? Sorrell has framed AI adoption in three phases: 2023 was the year of “Wow”, 2024 the year of “How?”, and 2025, he predicted, would be the year of “Now”. But when asked whether that vision was materializing, he admitted that the “Year of Now” was still a work in progress. “Clients are still tinkering,” he says. "If I have another client that says, ‘can I do a workshop, an audit, a test…’ it's really frustrating." He praised General Motors as a standout example of a company boldly adopting AI and automation to drive efficiency at scale and tackle market challenges. As competition from low-cost Chinese electric and autonomous vehicles intensifies, General Motors is already working to streamline operations, ensuring their budgets deliver maximum impact when price pressure intensifies. ## Navigating Uncertainty Amid an increasingly volatile geopolitical and economic landscape, marketers are under growing pressure to operate with greater focus and precision. According to Sorrell, two imperatives stand out: first, identifying the right markets for investment and growth – he sees the most promise in North and South America, the Middle East, and Asia; and second, achieving operational efficiency at every level. That’s where AI plays a pivotal role. ## AI: Threat or Turning Point? Sir Martin Sorrell didn't mince words when it came to AI's impact on advertising: "The theme here in Cannes this week, to me, is whether AI is going to kill the advertising industry." His answer? It won’t be a death, but a radical rebirth: a new golden age. He described how AI has already enabled teams to produce video content within days rather than months. He outlined five areas where AI is already driving transformation: - Copywriting and visualization - Personalization at scale - Media planning - General efficiency - Democratization of knowledge “We have 900 people across the world working on Google, and 5-7 major meetings with Google here this week,” mused Sorrell. “If we can feed in all the knowledge we get here to all the people who work on Google, that’s a huge gain.” ## Will AI Replace Agencies? Asked whether he agrees with Mark Zuckerberg’s view that AI could replace or significantly reduce reliance on advertising agencies, Sir Martin Sorrell replied, "Directionally, I think he’s right... but clients will still need validation." While platforms like Meta, Google, and Amazon may dominate ad spend, Sorrell argued that agencies will still play a crucial role: offering independent guidance, verifying algorithms, and ensuring business outcomes align with brand goals. "You're not going to go and say, Mark, invest it for me," he quipped. ## Looking Ahead: Reinvention or Irrelevance Closing the conversation, Singolda posed a forward-looking question: what would be the focus of this conversation in a year’s time? "You're seeing a new industry being born," Sorrell predicted. Traditional holding company models are "under huge pressure," while independent and tech-native players are gaining ground. The message was unmistakable: reinvention is no longer optional. Change is happening fast, and those who don’t adapt swiftly will be left behind. --- ### Inside the Cannes Conversation: How Gannett | USA Today and The Independent Are Leading Journalism’s AI Evolution URL: https://www.taboola.com/taboola-updates/journalism-ai-evolution-cannes/ Last Modified: 2025-07-07 15:06:18 At Cannes Lions 2025, Taboola hosted a conversation with Gannett | USA Today and The Independent on how AI is reshaping journalism and powering new content experiences. At this year's Cannes Lions Festival, Adam Singolda sat down with Mike Reed, CEO of Gannett | USA Today and Christian Broughton, CEO of The Independent, to explore how generative AI is shaping the future of journalism. Far from viewing AI as a threat, all three leaders expressed optimism about its potential, especially when placed directly in the hands of journalists.  Their conversation emphasized the industry's responsibility to guide AI adoption with intention and integrity, using it to elevate storytelling, boost newsroom efficiency, and build deeper, more dynamic connections with audiences. https://youtu.be/USVK7cAYQ14?si=BQe6f55xRvRcxbiQ ### The Role of Journalism In An AI World: Trust A central theme of the discussion was trust. As AI disrupts old models of content discovery, Gannett | USA Today and The Independent are doubling down on what sets them apart: original, verified reporting and human-led narratives. “Our role as publishers is to do the work – to go out and cover the events, report the facts, and report both sides of every story,” said Reed.  As more readers rely on AI-powered search engines, often fueled by unverified sources, publishers are uniquely positioned to provide clarity, context, and credibility. “Even if there’s just a one percent chance in your mind that you might not be getting the nuance on a particular subject, then there’s a case for publishers,” added Broughton.  Both leaders stressed that AI, when paired with strong editorial values, can strengthen engagement and improve journalist satisfaction. Broughton highlighted how automating repetitive and time-consuming production tasks can give reporters more time to focus on high-value journalism – the kind that distinguishes trusted newsrooms from AI-fed aggregators.  ### Introducing DeeperDive: Integrating AI Tools With Trusted Journalism The panel introduced DeeperDive, Taboola's industry-first Gen AI answer engine. Designed to live directly on publisher platforms such as USA Today and The Independent, DeeperDive draws from the publishers’ own trusted and verified content to deliver accurate, AI-generated summaries, enhancing user experience without compromising on journalistic integrity.   In addition to answering user questions with concise, context-rich summaries, DeeperDive surfaces related content from the publisher’s archives, creating a deeper and more engaging content journey. “DeeperDive is going to allow us to understand what consumers want to know, and create more content based on that,” said Reed.  Broughton also spotlighted The Independent’s new AI-powered news platform, Bulletin, built for busy readers who still value quality.  “Just because you don’t have much time doesn’t mean you just want cheap, rubbish journalism,” explained Broughton. “We vouch for all the news we produce, we only point the AI at stuff we’ve already approved, and we have a human editor sign it off.”  Since its launch, Bulletin has been a runaway success, now driving close to 1/5th of total engagement across The Independent’s site. It’s a powerful example of how AI and human journalism can be fused to create innovative, curated formats without compromising trust. ### A Hopeful Future For Human + AI Collaboration Looking ahead, both Broughton and Reed envision a future where AI boosts newsroom productivity and reshapes organizational roles. “We won’t lose jobs,” said Reed, “but the jobs will be very different.”  They agreed that successful AI integration will require deep cultural alignment within media organizations. Innovation must be championed from the top, or progress will stall. “A great response to AI is to be human. People trust people,” said Broughton, “That’s a great opportunity for publishers to put their talent front and center.”  Ultimately, the panel offered an optimistic vision of the future of journalism: one that embraces technology without losing sight of trust, human storytelling, and purpose. --- ### Conversion Tracking For Non-Developers: Track Realize Performance Without Code or Google Tag Manager URL: https://www.taboola.com/taboola-updates/realize-conversion-tracking/ Last Modified: 2025-07-09 12:56:40 Track conversions without code or Google Tag Manager. Discover how Realize's no-code tools make performance tracking simple, fast, and developer-free. Have you ever found yourself overwhelmed while simply trying to answer the basic question that every advertiser has: How can I track the conversions my campaigns generate? Tracking is the foundational element of performance marketing (because what’s the point of spending your marketing budget without knowing what it brings you in return?!). But, frankly, the entry threshold for proper tracking implementation is too high: it requires coding skills, Google Tag Manager expertise, or even developer resources. It feels like a tangled ball of threads, and eventually, every advertiser will be able to untangle it, but at what cost? To streamline the tracking process, make it more accessible to advertisers, and deliver performance beyond search and social, we launched ‘Tracking: Re-Imagined’—a suite of user-friendly products that offers a simplified and robust solution for conversion tracking on Realize.  ## Tracking Conversions on Realize vs. Analytics Platforms Why endure the hassle of tracking implementation if you can simply add UTMs and track your data in analytics platforms? Firstly, tracking data is essential for the functioning of many advanced Realize solutions, such as Maximize Conversions, retargeting, Optimize for Engagement, Predictive Audiences, and more. Real-time data reported back to the platform by tracking allows our algorithms to choose the right auction, the best bid, and the most "convertible" audience specifically for your campaigns. Secondly, once Realize is connected not only with your website but also with your analytics and customer data platforms like GA4, Triple Whale, or Twilio Segment, you will know exactly where your money goes, what return it brings, and Realize's contribution to your overall business success. Correct tracking and attribution help you gain actionable insights into campaign and ad performance, understand user behavior, and make more strategic decisions about performance and budget allocation.  That’s why we invest in handy no-code tracking solutions—ultimately, they equip you with the integrations and data needed to start advertising and scale up more quickly. With the Tracking: Re-Imagined suite, you can implement tracking within just one day. ## ‘Tracking: Re-Imagined’: What It Is And How It Benefits You Conversion tracking begins with connecting a promoted website to an advertising platform. The easiest way to connect your page with Realize is via our Pixel. To enhance it, we created one-click pixel integrations with the most popular website builders: Shopify, WordPress, and WooCommerce (coming soon). All three aim to make pixel implementation as easy as installing any other application and takes only a few minutes. The next step is creating clear conversion rules (also known as goals) to see the data ‘coming through the pipes’ and be able to analyze it. Many advertiser platforms lack a user-friendly tool to avoid manual coding or Google Tag Manager setup for these conversion rules. Now, Realize offers this: with Codeless Conversions, event and URL conversions can be created instantly in a "one-window mode. Codeless Conversions is the second no-code solution for conversion creation on Realize, following Optimize for Engagement, which was released earlier this year. While Optimize for Engagement allows the tracking of engagement metrics like time on site and session depth without developer effort, Codeless Conversions assists with all other conversions present on the page. This power couple can help to map the entire performance funnel on your webpage with both quality and quantity metrics.    The very last part of tracking implementation is testing the whole process to ensure every conversion works as expected. To achieve this, we've released the Tracking Test Tool — the first tool that provides real-time visibility into conversion tracking within the Realize platform. With it, you can check how each conversion rule performs, and if there is any issue or missing parameter, we will indicate it immediately. And to top it off, we revamped the user interface, ensuring it is both clear and highly intuitive. ## How to Use the New Tracking: Re-Imagined Products All products and tools from ‘Tracking: Re-Imagined’ are available to all Realize advertisers. Check them out now, as they are really easy to use; you might not need a step-by-step guide! However, just in case you need manuals, you can find them here: - Codeless Conversions - Tracking Test Tool - Taboola Pixel app for Shopify - Plugin for WordPress --- ### Pride 2025 Trends: Top Brands, Music Icons & Global Celebration Highlights URL: https://www.taboola.com/taboola-updates/pride-2025-trends/ Last Modified: 2025-06-18 17:59:46 Explore 2025 Pride trends—from top brand campaigns to LGBTQ+ music stars and global parades in NYC, Madrid, and London, based on Taboola readership. Pride 2025 is in full swing—from global parades and brand campaigns to pro-Pride musical artists, it's peak celebration time. There was even pre-Pride hype leading up to Pride Month. Taboola compiled a snapshot of trending brands with Pride campaigns, the women driving LGBTQ+ music, and Pride interest worldwide. The analysis accounts for hundreds of millions of views by readers of news articles on the Taboola publisher network.  ## Top Pride Brands by Readership Levi's and Converse lead the pack of Pride brand campaigns. Both clothing brands traditionally release Pride-focused campaigns, which include on-theme merchandise and charity involvement. This year, Levi's and Converse saw their campaigns' most significant readership gains. Levi's announced "Meet You In The Park," its 2025 Pride collection and campaign dedicated to togetherness and the importance of safe spaces for all LGBTQIA+ people. As part of the collection, the denim brand is making an annual donation of $100,000 to Outright International, a global organization working to advance human rights for LGBTQIA+ people worldwide. Readership on the Taboola network rose 4,143% following the launch. Converse launched its "Proud To Be" collection, which blends the rainbow colors of the Pride flag with flames and animal prints on a range of footwear silhouettes. According to its website, through annual grants, Converse has pledged and donated nearly $3.4 million to local, national, and international organizations since its annual Pride campaign and collection launched in 2015. After the collection launched, Converse's readership jumped 348%. ## Trending Female Musicians Who Support and Power the LGBTQ+ Community Music is one of the most powerful ways to bring people together, and during Pride month, it's one of the most popular ways to celebrate inclusivity.  In particular, 2025 is a landmark year for women running the LGBTQ+ music charts. Chappell Roan and Doechii made major waves at the Grammys, Lady Gaga came back into the spotlight, and Billie Eilish remains a cultural powerhouse. Who’s running the show? That's Cynthia Erivo, who is inching closer to EGOT glory—all she needs is an Oscar. She's already #1 by Taboola readership pageviews. What started gaining serious traction in 2024 has become a full-blown movement. These artists aren't just making hits—they're shaping the future. From influencing what we wear to driving how we talk about art and identity, they're at the forefront of a new era—all about bold sound, personal storytelling, and cultural impact. ## Top Worldwide Pride Readership Interest Pride celebrations are heating up around the world, but the U.S., Spain, and the UK hold the top three spots for Pride readership on the Taboola network.  In the U.S., New York City Pride stands as the largest, drawing millions to honor the birthplace of the LGBTQ+ rights movement. Madrid Pride (Orgullo Madrid) is Europe's biggest, turning Spain's capital into a vibrant, city-wide party every July. Across the UK, London Pride takes the crown with a massive parade through iconic streets and events across the city. These flagship celebrations aren't just about visibility—they're cultural touchstones driving global conversations on identity, equality, and joy. ## Tips for Advertisers and Publishers To capitalize on Pride, advertisers should recognize that Pride celebrations globally run past June and into July and August in some locations, so they should consider extending their campaigns to stay relevant for upcoming celebrations. With the U.S., Spain, and the UK being the countries with the most Pride readership, advertisers reaching audiences in those countries should prioritize Pride campaigns. In addition to covering the various Pride brand campaigns, events in pop culture, and parades, publishers should consider post-Pride stories to capture and celebrate all of the highlights. Pride 2025 is bursting with energy, and Taboola's readership data shows where the spotlight shines. From breakout brand campaigns and the artists shaping today's queer culture to the countries showing the most Pride buzz online, audience interest reveals what's resonating most. These trends aren't just headlines—they're signals of a global community celebrating, evolving, and being seen like never before. --- ### The Internet Was Built to be Explored - Not Summarized. Introducing DeeperDive - Putting the Power of GenAI in the Hands of Trusted Publishers. URL: https://www.taboola.com/taboola-updates/genai-for-publishers-deeperdive/ Last Modified: 2026-03-26 13:07:54 DeeperDive puts GenAI where it belongs, on trusted publisher sites, offering real answers, deeper engagement, and new revenue built on the open web’s pulse. The mainstreaming of generative AI has proven transformative within just a few years. As reported by eMarketer, the number of U.S. generative AI users surged from 7.8 million in 2022 to 100.1 million in 2024, a more than 12-fold increase in just two years. Usage is projected to climb even further, reaching 127.2 million by 2026, representing a total user growth of approximately 1,530.8% from 2022. GenAI has so much promise. And it's true, it’s one of the biggest revolutions we’ve seen in decades. However, there are three glaring gaps in how the GenAI Search industry is unfolding that are too important to ignore. ### 1. GenAI engines don’t want you to leave and learn more about a topic.  When you ask a question on ChatGPT or Perplexity, you get a clean, convenient answer, but you miss the bigger picture. You don’t get to explore diverse coverage, read what real journalists are reporting, watch videos that bring a story to life, or understand how opinions and facts shift over time. Why? Because these platforms don’t want you to click away. In fact, according to Similarweb data shared with Press Gazette, ChatGPT referred less than 0.1% of all traffic to top publisher sites in January. They’re the new walled gardens, just like Meta before them.  That might be fine if you’re asking how to remove a coffee stain or do a quick calculation. But if you’re trying to understand something that matters, like a health concern, a financial decision, or  a product you’re considering, one answer isn’t enough. Often, it's not even close to the truth. This idea that people should just “get the answer and move on” is flawed and dangerous. Sometimes, we need to dig deeper, explore different views, and actually learn something meaningful. Looking into the future of GenAI, I don’t want my kids learning about the world from an overly simplified, single-source summary. I’d rather they discover, compare, and think for themselves. ### 2. GenAI engines are built on stolen content. GenAI engines scrape the web and summarize articles created by real journalists at trusted publishers. These engines rarely send traffic back to the original source, and even more rarely pay anything for the information. This model doesn’t reward the creator, it exploits them. Business models that don’t support the people doing the work are evil, and are a short-term strategy. Sure, some licensing deals are being made, but we’ve seen this movie before. Most publishers don’t get paid. Those who get paid originally often don’t get paid again. And most importantly, even if publishers don’t renew their deals with these GenAI engines, we all know that there’s no real mechanism to “take it back”, or purge the publisher’s information from the model. It’s absorbed. It’s gone. ### 3. GenAI doesn’t exist yet where it should: on trusted publisher sites. Today, GenAI is available through platforms like ChatGPT and Perplexity. But imagine if that same functionality was available where it actually belongs, on trusted publishers' sites. What if you could ask a question directly on USA Today’s Travel section, one of the best in the country, and get an answer rooted in real reporting, by journalists who’ve actually been to those destinations? What if you could ask a reporter you trust what they think about a story, and hear their informed insights, not a generic summary? It’s far more accurate to ask your local TV station why grocery prices are rising in your town than to rely on ChatGPT’s generalized output. It’s more reliable to turn to a global news brand for an international take on a breaking headline and get diverse points of view on your questions. GenAI engines don't belong behind closed doors. GenAI belongs where people already go to learn, decide, and discover, inside the trusted publishers they rely on every day. ## Introducing DeeperDive DeeperDive brings the power of GenAI to the most trusted publishers in the world. When you ask a question to DeeperDive, you get a concise, helpful summary, and then are prompted to go deeper. To click. To read. To watch content on the site you’re on. To explore multiple informed viewpoints from journalists, creators, and experts. DeeperDive combines the best of GenAI’s conversational abilities with the richness of the open web,  where “Google blue links” aren’t buried, but celebrated as pathways to knowledge. What sets DeeperDive apart is its connection to the Pulse of the Internet. The web isn’t static; it’s alive, and driven by what people are reading, clicking, and sharing right now. Just like Grok is powered by X’s real-time tweets, which is what makes Grok perhaps one of the best GenAI engines out there, DeeperDive is powered by something only Taboola can provide: real-time readership signals from thousands of publishers, surfacing what people are reading about in New York, Paris, Tel Aviv and beyond. Built on the infrastructure that powers homepage recommendations, recirculation, and advertising for the open web, DeeperDive is the next frontier: GenAI grounded in trust, timeliness, and truth. ## Why This Matters For Publishers and Users Publishers who adopt DeeperDive aren’t just keeping up with the GenAI revolution — they’re leading it, on their terms. Today, I’m proud to announce DeeperDive in partnership with two incredible leaders: Mike Reed, CEO of Gannett and USA Today, and Christian Broughton, CEO of The Independent. With DeeperDive, publishers unlock two massive opportunities: ### 1. Deeper Engagement We’re creating a new user habit, one where readers lean in, ask follow-up questions, and stay to explore. Our goal? To grow time spent on publisher sites from 90 seconds a day to 30 minutes. Not just scrolling, but learning, discovering, and deciding, powered by trusted journalism and the dynamic pulse of the open web. ### 2. Future Revenue Streams with Commercial Agents I believe the potential monetization opportunity in GenAI isn’t just in subscriptions or traditional ads. It lies in the possibility to surface high-value agents across categories where users demonstrate real intent: travel, finance, sports, commerce, and more. Imagine a future where a user asks DeeperDive about a travel destination and doesn’t just get an answer, they receive a curated offer for an airline ticket or rental car. Or they ask about the Knicks and are presented with ticketing, streaming, or betting options seamlessly integrated into the experience. That’s the shift from 50¢ CPCs to $500 intent-driven conversions. This is the kind of opportunity I believe Google is exploring with Gemini, and it’s one that trusted publishers could unlock soon with DeeperDive. The future of GenAI doesn’t belong to platforms alone. It belongs to the open web, and to the publishers who power it. ## One Last Thing GenAI engines aren’t here to help people, they are here to trap them. They’re the new walled gardens, dressed up in friendly UX and short answers. Built to keep users in, and the open web out. They don’t want you to explore different informed insights, to read something by a real journalist, a real human, because that’s not how their models win. Here’s the good news: that’s Taboola’s opportunity. Now bigger than ever.  This is the moment for the open web to rise. For publishers to go on offense. To serve audiences not with shortcuts, but with substance. To build trust, depth, and discovery into every interaction. Because the future can’t be a world where our kids make decisions about their health, their vote, or their lives based on a sentence or two written by a machine, trained on yesterday’s scraped content.  Don’t let a chatbot raise your kids. I prefer mine use DeeperDive, not “Simplexity.” It’s time to go deeper. And that’s exactly what we’re doing. DeeperDive: Trusted Answers. Insights That Matter. --- ### Turn Your First-Party Data into Conversions with Realize Predictive Audiences URL: https://www.taboola.com/taboola-updates/realize-predictive-audiences/ Last Modified: 2025-06-05 17:52:09 Learn how Realize Predictive Audiences helps advertisers turn first-party data into high-converting users and improve campaign performance at scale. My grandma loves tennis. I know this, and she knows this. But most advertisers aren't targeting 90-year-old women like my grandmother with their ads. But here’s the thing: she does spend money on tennis. She subscribes to a streaming package every year just to watch the Grand Slams. And she’s bought merch from her favourite players. Evidently, many advertisers are missing an important opportunity to reach highly engaged customers who are likely to convert. By just assuming who their target audiences are, these brands are leaving valuable performance results and ROI on the table. That’s where Realize’s game-changing tool, Predictive Audiences, comes in. Predictive Audiences helps advertisers discover untapped, high-converting customers so they can meet their performance marketing goals at scale. As Senior Director of Product Management Roei Turgeman put it: “The bottom line is it allows you to find more of what you’re looking for.” So, how can Predictive Audiences transform your performance campaigns and boost ROI? Let's dive in. ## What is Predictive Audiences? Predictive Audiences is a new way to find more prospective customers. Powered by AI and machine learning, Predictive Audiences uses your first-party data, past conversions specifically, and combines this with Realize’s unique data signals, to identify new users who are likely to take that same action. For example, you might want to reach users with a high propensity of adding an item to their cart, installing an app, or filling out a contact form. Basically, Predictive Audiences takes the guesswork out of performance marketing by anticipating user behaviors. Beyond basic demographic and interest targeting, it allows marketers to deliver their ads to additional users who they know are going to take action. “The biggest value for the advertisers is that they're able to tap into audiences that they haven't had the access to in the past,” Turgeman said. “They give us examples of consumers that have already converted, and then, based on that data, we go ahead and find similar users for them.” This solution is an important part of our Realize ad platform, which is built specifically to drive performance results beyond the walled gardens of search and social channels. ## Why should advertisers use Predictive Audiences? If Predictive Audiences was a superhero (and, for Realize advertisers, it can be), its superpower would be seeing the future. Because it can identify and anticipate which audiences will take a specific action before they do so. As Algorithm Engineer Boaz Shor said, “We are able to leverage what we know to help you as an advertiser find the right user for you.” https://www.youtube.com/watch?v=0Pc9v6Yva-Y Going further, here's a look at some of the biggest benefits of Predictive Audiences for Realize advertisers: - Identifying users likely to take action at scale: Predictive Audiences builds audiences based on actions, such as leads or purchases, and Taboola’s AI uses this to find similar users at scale across our broad network. - Reduced reliance on third-party cookies: Predictive Audiences leverages first-party data sourced directly from customers, ensuring accurate results without the need for third-party cookies. This future-proofs your targeting strategy, allowing you to achieve strong performance even as the digital landscape evolves. - More effective than lookalike models: While lookalike models focus on customer attributes and demographics, Predictive Audiences assess the real-time context of each session to determine the likelihood of converting. This allows for a more dynamic and nuanced approach to reaching high-converting users. ## What makes Predictive Audiences so unique for Realize advertisers? If I can brag for just a moment, I'm proud to say that Predictive Audiences isn't like other targeting solutions on the market. And Realize has the numbers and features to prove it. With Predictive Audiences, advertisers get access to: - Greater returns: This tool uses an online, data-driven model to maximize the impact of your incremental spend with higher conversion rates. Results from our beta testing show on average a CVR lift of up to 23% and CPA lift of up to -13%. - Future-proof targeting: By combining your first-party data with Realize’s advanced performance AI, you can reach more high-converting users in a more durable, privacy-centric way. - Flexible audience control: This isn't one-size-fits-all. Adjust your audience size to balance scale and efficiency, ensuring optimal performance based on your campaign goals. ## How is Predictive Audiences already changing the game for Realize advertisers? Advertisers are already achieving exceptional performance results and reaching incremental audiences at scale with Predictive Audiences. The Motley Fool, for example, saw a 25% increase in ROAS for their mobile campaign compared to their always-on broad targeting approach. “By leveraging Predictive Audiences, we’ve unlocked a whole new audience while maintaining a strong CPA, driving meaningful improvements to our overall margin,” said Ajay Bhatia, Marketing Manager for The Motley Fool. “Predictive Audiences have proven instrumental in refining our targeting strategy and maximizing our marketing efficiency. It’s a must-have for any team looking to elevate their campaign performance.” Meanwhile QuinStreet used Predictive Audiences to scale their performance campaign month over month, driving a 22% uplift in CTR and 31% increase in CVR compared to their control campaigns. "The ease of implementation and rapid scalability allowed us to see results almost immediately,” said the marketing team at QuinStreet. “Taboola has become a key partner in helping us reach the right users at the right time, all while maximizing efficiency and growth." Advertisers leveraging Predictive Audiences are already beginning to see signs of incremental growth on Realize. In Q1, some advertisers grew their Q1 spend on Realize by as much as 43% YoY, while seeing conversion growth of up to 276% — all with minimal change to their CPA (less than 1% increase). Still, we know this is just the beginning. These initial results are just a sign of what's to come for Predictive Audiences and Realize. We look forward to helping even more advertisers adopt these performance-first solutions and generate next-level results for their campaigns. Ultimately, it's an achievement I hope my grandma would be proud of. --- ### Taboola News Is Redefining How Content Reaches Mobile Audiences. Here’s Why That Matters. URL: https://www.taboola.com/taboola-updates/taboola-news-growth/ Last Modified: 2025-04-30 13:20:52 Taboola News is redefining mobile content discovery, embedding personalized experiences into devices worldwide with premium reach, trust, and real results. In today’s mobile-first world, the way users consume content has evolved far beyond traditional websites and apps. As smartphone adoption surged, so did the desire for seamless, passive, and personalized content experiences, ones that meet users where they are, without requiring them to search or download. This shift gave rise to a powerful new category: on-device content discovery. Originally limited to news widgets and pre-installed apps, this space has matured into a robust and monetizable channel, thanks to strategic partnerships between OEMs. Today, experiences like lockscreen wallpapers, -1 screens, and integrated news hubs are some of the most valuable digital real estate available, greeting users dozens of times a day at critical touchpoints. Taboola News was built to meet this moment. Integrated directly into the mobile experience through partnerships with leading global device manufacturers, it delivers curated, brand-safe, and highly engaging content environments. For advertisers, it’s a premium gateway to connect with consumers throughout their daily routines. And in 2025, with new launches and scaled-up partnerships on the horizon, that future is now. ## Embedded Where Attention Lives Taboola News is deeply integrated into the daily journey of mobile users in over 25 languages. Taboola News offers personalized, editorial and sponsored content at the exact moment users are ready to engage. Whether it’s a lockscreen, browser homepage, or minus-one screen, users encounter Taboola News as part of their default device experience with no friction. This embedded model means users trust and engage with the content they see, leading to longer sessions, higher click-through rates, and more meaningful performance outcomes. It’s content discovery, reimagined for the mobile generation. https://www.youtube.com/watch?v=HDYjq_f4PsI ## Real Impact, At Scale As of today, Taboola News spans 80+ countries and 2,000+ premium publishers, with partners like Xiaomi, Motorola, and Samsung choosing Taboola to power their news and content ecosystems. And that footprint is growing: our latest Samsung expansion into Europe and India cements Taboola News as the largest on-device news platform outside of China. With the rollout of Realize, our new AI-powered platform, Taboola News is becoming smarter and more personalized than ever, surfacing the right content to the right user at the right moment. As part of our exclusive Samsung partnership, all editorial clicks now go directly to publisher domains, bringing full transparency, better performance, and true attribution to the heart of the experience. For brands, it means advertising in environments that are both high-intent and brand-safe, with unprecedented visibility and scale. ## Backed by the Best in Mobile The strength of Taboola News lies not only in its technology, but in the trust and reach of its global partners: Samsung: A trusted Taboola partner since 2019, Samsung recently expanded our exclusive partnership to include Europe and India, building on momentum across APAC and LATAM. “With this deeper partnership, we are giving more of their customers even access to news that is relevant and engaging. Today’s news reflects continued development of our long term relationship with Samsung–delivering personalized content recommendations for users, driving traffic to publishers and ultimately providing device users with great mobile experiences,” said Adam Singolda, CEO at Taboola. Motorola: Motorola devices represent a key share of the Taboola News audience, delivering native content experiences directly on the lockscreen and across core device touchpoints. Xiaomi: Xiaomi devices feature Taboola News directly on the lock screen, giving advertisers a powerful way to appear in a high-engagement environment that users interact with multiple times a day in 25+ countries. “Delivering relevant experiences and recommendations to Xiaomi device owners is crucial,” said Song Qiang, GM of International Internet Business, Xiaomi. “Working with Taboola for several years, their company has shown it has a strong foundation in news and recommendations, made up of a large set of outstanding news publishers from all across the world. As we further integrate their recommendations on our devices, we look forward to delivering more value to our users.” LINE: One of Asia’s most popular messaging apps is launching a native Taboola News experience, opening a new front for content distribution globally, especially in fast-growing markets like Indonesia. “Taboola has been very helpful in enhancing our user recommendations, and their expertise in recommendation technology made it easy for us to choose Taboola News as our first exclusive partner,” said Eunjung Lee, CEO of LINE Plus. These partnerships reflect a shared vision: that the next generation of digital content discovery will be personalized, embedded, and mobile-native—and that Taboola is uniquely positioned to lead that transformation. ## A Strategic Win for the Ecosystem OEMs love Taboola News because it boosts engagement and drives new monetization streams. Publishers love it because it delivers high-quality traffic. Advertisers love it because it delivers results. It’s a rare alignment of incentives, and one we’ve built intentionally. And as traditional content distribution models face pressure from changing algorithms and walled gardens, Taboola News stands out as a durable, partner-friendly channel, designed to grow alongside the mobile ecosystem. ## This Is Just the Beginning Taboola News is a cornerstone of our Realize strategy. With more exclusive OEM partnerships in the pipeline, Realize powering smarter distribution, and U.S. carrier inventory on track to grow significantly this year, the scale and value of Taboola News has never been clearer. If you’re an investor, a brand, or a strategic partner, this is the moment to take notice. Want to learn more? Contact us and discover what’s next in mobile content discovery. --- ### The Future of Advertising is Performance: Insights from Taboola's Investor Day Advertiser Panel URL: https://www.taboola.com/taboola-updates/performance-advertising-future-realize/ Last Modified: 2025-04-11 19:46:10 Top advertisers reveal why performance is the future of advertising and how platforms like Realize are helping them shift beyond search and social. Advertisers are finding themselves in uncharted territory. Social media returns are dwindling. Budgets are fleeing from linear TV. And AI is completely transforming the search experience, along with nearly every other ad process. As a result, advertisers are looking for new ways to diversify their spend beyond these walled gardens. But here's the kicker: They don't just want to drive awareness and consideration. They're pivoting to prioritizing performance and this is highlighted further in a volatile economic environment. The question now is, which channels can advertisers use to generate those measurable, scalable performance results? And how can they effectively make that mindset shift to meet this new world of advertising? At this year's Taboola Investor Day, I sat down with a panel of advertising experts from across industries — including pharmaceuticals, home improvement, finance, and publishing — to gather their insights and find out. Our partner participants included: - Julie Hansen, CRO & US CEO, Babbel - Tim Stevens, COO, QuinStreet - Justin Chase, EVP of Media, Eversana - Jeff Ratner, President of Media, Analytics & Data, Quigley-Simpson They unpacked everything from their biggest strategy changes and most important KPIs to the future of performance advertising as we know it. As Chase put it so well: "Performance is a shift in mindset, a different way of thinking operationally and strategically." https://www.youtube.com/watch?v=GfP0gF5vcIc Here’s a closer look at what they had to say. ## Diversifying Beyond Search and Social The ad landscape today doesn’t look like it did 10 or even five years ago. In a recent study, Taboola and Qualtrics found that nearly 75% of advertisers are noticing diminishing returns on social media. “We’ve always allocated a lot of spend to search and social because they worked, but now they’re not working so well ,” said Julie Hansen, CRO & US CEO of Babbel. “The target audience has gotten smaller, less effective, and more expensive. That’s a huge challenge.” Over at Quigley-Simpson, President Jeff Ratner is experiencing the same thing. “CPC and CPM keep rising and it affects our ROAS or CAC,” he said. “Those platforms have become oversaturated biddable marketplaces and some clients get dwarfed in their spending.” Meanwhile AI’s impact on search results also has advertisers rethinking their strategies and seeking new channels. “While search volume is up, AI is changing how search works,” Ratner added. “So, how do we diversify our spend and find performance opportunities where we can create efficiency and build scale?” https://www.youtube.com/watch?v=pxNbRpM8-WU ## Prioritizing Performance-Based KPIs It makes sense that advertisers are seeking out performance-based ad solutions, since their success is largely measured by performance KPIs, and there is a tighter link between those KPIs and the ultimate business results “Our clients measure us on the basis of their CAC (customer acquisition cost)," said Tim Stevens, COO of QuinStreet. "As long as we’re hitting that, our budget is unlimited. We'll spend as much as they can take and as long as it performs.” Chase sees a similar focus on performance in the pharmaceutical industry. "We're able to put our money where our mouth is and do what I call 'de-risk media,'” he said. “When I come to a pharmaceutical CEO and talk to him about how we can increase audience quality and get to a place where our ROAS looks far better than it did a year or three years ago, the lean in there is pretty significant.” ## "The Timing is Perfect" for Performance Taboola is leading the charge to provide those performance opportunities across the open web and meet this urgent advertiser need. That’s why we launched Realize, an industry-first platform that delivers concrete outcomes at scale beyond search and social. “ changes everything,” Chase said. “If we can map through the intent-based targeting that Taboola now offers without spending as much as we have on patient propensity models, this changes everything for us. From a pharma standpoint, this is an enormous advancement that I'm really excited about.” He's not alone. After utilizing Realize, Babbel beat their ROAS target by 35% after just six months of testing. In fact, Quigley-Simpson also measured a 35% increase in ROAS after testing Realize with a client since the beginning of the year. “We evaluate partners on their access to brand-safe, transparent, accountable inventory," Ratner said. "Taboola and Realize have that." Meanwhile at QuinStreet, Stevens is most excited about the ability to scale these measurable outcomes. “What stands in the way between us growing is performance access to consumers who are in our market,” he said. “That's what Realize represents to us.” It's no surprise that, when asked about the future of advertising, panelists pointed to two main concepts: AI and performance. And they're not mutually exclusive. The combination of premium supply, unique data and AI tools, provide advertisers new opportunities to optimize their ad budgets, especially as they shift beyond the walled gardens of traditional or over-saturated channels. As Chase said, “Thinking strategically about how you're going to move towards performance is a phenomenal strategy. The timing is perfect to take advantage of this shift.” --- ### Taboola Investor Day 2025: An Outlook on the Future of Taboola, Introducing ‘Realize’ and What it Means for Advertisers and Publishers URL: https://www.taboola.com/taboola-updates/taboola-investor-day/ Last Modified: 2025-04-04 18:32:38 Taboola unveils Realize at Investor Day 2025, spotlighting AI, performance ads, and a new path forward for advertisers and publishers beyond social media. On March 26, Taboola held its 2025 Investor Day at the Nasdaq offices in Times Square, with a packed room of sell-side analysts and investors in attendance. During the event, Taboola speakers and moderators discussed a wide range of topics, including the company’s product strategy and vision for Realize, its new advertising platform that powers performance beyond search and social. Additionally, publisher and advertiser partners participated in panels led by Taboola, sharing their first-hand experiences with the company, discussing industry priorities, and highlighting the benefits they’re already seeing from Realize. ## Taboola’s Advertising Strategy Overview and Plan to Fight for Publishers and Advertisers Adam Singolda kicked off the day by sharing the company's vision and strategy. He ran through Taboola’s beginning days, specializing in native advertising, and how the company is shifting towards performance advertising—describing this moment as Taboola’s “Amazon moment.” Singolda introduced Realize and highlighted a $55 billion opportunity in performance advertising and pointed to a $30 billion social advertising market resulting in diminishing returns, suggesting potential for aggregating and supplementing publishers. Singolda also emphasized the need for a reliable alternative to social networks using first-party data and AI algorithms. He mentioned the decline in programmatic display revenue for publishers due to shifts in advertising budgets towards large companies' owned sites, stressing the need for collaboration to drive performance budgets and programmatic revenue. Singolda predicted the evolution of the open web and the rise of utility apps as publishers, underscoring the importance of data and distribution, and highlighting new advertising opportunities as more companies become publishers seeking to monetize their platforms. ## Digging Into Taboola’s Advertising Strategy for Performance and Diving Into the State of Social Advertising Next was a deeper dive into the performance ad market. Tom Inbal began by discussing the $700 billion spent on digital advertising last year, noting that performance advertising generated $2 trillion in revenue. He emphasized the need to diversify strategies beyond search and social advertising, focusing on display and video formats within the $25 billion market. Inbal compared Taboola’s market opportunity to the journey of coffee: from Starbucks, to at-home coffee, to better at-home coffee. He suggested Taboola is entering the "better at-home coffee" stage as it shifts towards performance advertising. Lastly, Inbal gave an overview of a recent study, which showed that nearly 75% of advertisers are experiencing diminishing returns on social media ad spend, resulting in around $30 billion of budget spent. He suggested that Taboola can help with the $7-10 billion of the $30 billion of spend experiencing diminishing returns. ## Publisher Perspectives on the Realize Platform and Beyond Evangeline McDermott moderated a panel with publishers Gannett, Advance Local, and The Weather Company, where they spoke about their long-term partnerships with Taboola and early successes with Taboola's Realize platform. Speakers also attributed success to Taboola News, which delivers relevant content from Taboola’s premium publisher partners into mobile phones and other user touchpoints, as well as Homepage For You, an AI-powered personalization tool that helps publishers personalize sections of their homepages. The conversation emphasized the importance of modernization and continuous improvement in publisher partnerships, making “friends with publishers,” which can help drive traffic to newsrooms, as well as the potential of the Realize platform to drive additional revenue through performance-based advertising. ## Advertiser Perspectives on Performance Advertising and More Nadav Perry sat down with Babbel, QuinStreet, Eversana, and Quigley-Simpson to discuss the potential of AI in revolutionizing performance advertising, particularly in media analysis and decision-making. The conversation, covering advertising for both big and small companies across various industries including pharma and healthcare, education, and finance, highlighted AI's role in providing agility and efficiency in campaigns, with an emphasis on audience quality and targeting to drive growth. Speakers discussed the importance of balancing performance and awareness in campaigns, focusing on smarter algorithms and AI to enhance audience engagement and improve outcomes. They also explored AI's potential to drive scalability, innovation, and more effective performance advertising. ## Realize Puts Advertisers and Publishers in Good Hands Taboola’s 2025 Investor Day event highlighted its vision for the future, positioning Realize as a pivotal player in performance advertising that will benefit both advertisers and publishers in the long run. As advertisers expand into digital channels beyond social media, Realize offers a promising solution to address diminishing returns and unlock new revenue streams. From firsthand conversations with both publishers and advertisers, it's clear that innovation and adaptability are crucial in today’s market. By leveraging AI and first-party data, Taboola is ready to take performance advertising to the next level. --- ### Is the CPM Model Still Worth It for Advertisers in 2025? URL: https://www.taboola.com/taboola-updates/performance-ad-results/ Last Modified: 2025-05-26 07:50:53 Advertisers must prioritize performance-based advertising to maximize ROI, drive engagement, and optimize spend. Here's how to take action and win. Every action hero has an origin story — a time when they were faced with a monumental challenge that seemed impossible to overcome but ultimately drove them to achieve great success. For advertisers, that time is now. They’re faced with mounting pressure to prove ROI and maximize efficiency. But they’re struggling to make that happen in such a competitive and disjointed ad landscape. That’s where performance advertising comes in. Instead of focusing on metrics like viewability and impressions, advertisers have the crucial opportunity to launch performance-focused campaigns that drive meaningful engagement and tangible results. Here’s a closer look at why performance-based advertising is so important right now and how to harness its power for your campaigns. ## Your Origin Story: Struggling to Drive Performance Results This is your inciting incident. You’re under growing pressure to drive revenue and optimize spend. But it’s tough to know just how to allocate your budget. After all, you have too many ad channels and formats to choose from — and each comes with its own analytics and performance metrics. On top of that, you’re trying to shield your business from ad fraud among platforms that lack transparency. So, where do you turn to in a time like this? ## Your Kryptonite: CPM Advertising For many years, CPM advertising has seemed like the solution to advertisers’ challenges. With CPM advertising, campaign budgets are optimized by viewability and advertisers are charged based on the number of views or impressions their ads receive. While CPM campaigns can effectively build brand awareness, they often fall short for advertisers looking to drive meaningful action. After all, a user might scroll past an ad and technically see it, but not really register or engage with it. Despite this, advertisers still pay for each impression, regardless of whether the ad made any impact. Advertisers’ payments don’t always yield the expected support from distribution platforms. With CPM advertising, they get paid to deliver impressions, so they don’t necessarily have to consider improving ad relevance or user experience. This, in its worst form, can lead to high ad load, where pages are filled with ads that not only fail to engage users but actually end up frustrating them. And, again, advertisers are still left to foot the bill. So, what’s the solution here? ## Your Super Power: Performance Advertising Performance-based campaigns provide a more practical alternative for advertisers looking to maximize their budgets and drive results. Instead of prioritizing impressions with CPM advertising, CPC advertising optimizes campaign budgets based on lower funnel metrics. So, for example, advertisers are only charged when users actively click on their ads — meaning, they only pay for genuine engagement. Publishers win here, too. That’s because this model encourages ad distributors to create placements that actually engage users, making the experience more meaningful and profitable across the board. ## The Path Forward for Performance No action hero acts alone, and the same goes for advertisers. To truly succeed, they need reliable, trustworthy collaborators and advanced technologies to guide them. To successfully launch action-based campaigns, that is, advertisers need to work with ad partners who give them the tools to optimize placements for maximum engagement. Powered by advanced technology like machine learning and AI-driven analytics, these partners can fine-tune campaigns in real time and help improve efficiency. Going further, the right ad partner will offer access to premium inventory across reputable sites, so advertisers know they’re reaching audiences in trusted, high-quality environments, which only enhances user engagement. Ultimately, success in performance advertising requires all of these pieces to work together. Campaigns are more likely to meet their goals if they're backed by robust data, advanced technology, premium inventory, transparency, and strong management support. With the right combination of these elements, advertisers can truly unlock their super powers and deliver ad experiences that achieve impactful results. --- ### Taboola Expands from “Native” to All Performance Advertising with Realize. No More Limits.  URL: https://www.taboola.com/taboola-updates/beyond-native-with-realize/ Last Modified: 2025-04-28 12:18:46 Taboola unveils Realize, expanding from native ads to performance advertising, driving results beyond Search and Social. When I started Taboola more than a decade ago, we had one obsession, one conviction. We wanted to make the Open Web a thriving ecosystem, a place where journalism, publishers, and OEMs could flourish. A place where advertisers could succeed outside of the walled gardens, Search, and Social. I used to affectionately declare Taboola the “Robin Hood of the Open Web”. We went after something called Native Advertising, mostly known as bottom of article feed. Not only were we able to generate more revenue from those ad placements than anything else, we also provided our publishers more than just a monetization – we wanted to help them drive audience and engagement as they battled the fight for users' attention with the walled gardens. Some of my best friends are Chief Editors, not only Chief Revenue. Advertisers found what they needed in us too: outcomes that drove their businesses forward. Unlike social platforms where people often present curated versions of themselves, a sort of “who they wish they were”, the Open Web reveals genuine interests, a real curiosity of humanity based on what actions they take when they care about a topic. This authenticity gave advertisers an unmatched advantage. We did a good job. We built something thousands of publishers and advertisers use. They rely on us, and we rely on them. This relationship has been a first of its kind Win-Win partnership, where we grow only if our partners grow. As the advertising landscape continued to evolve in a very exciting way, with companies like Amazon, Netflix, Uber and others operating as their own advertising platforms, we evolved too. Taboola has become a trusted partner for some of the world’s most iconic companies – brands I never imagined we’d collaborate with, like Apple, Yahoo, and more. Through this journey, I learned that being first is irrelevant. What’s important is being the best – execution was innovation. We were not the first in Native, but became the biggest. Same way Google wasn’t first, and Meta wasn’t first. Most of our success was driven by our Taboolars, our 2,000 employees bringing so much passion, proving to us and the industry that you can copy anything, but you can’t copy a group of people working together, executing and caring about their partners, clients and colleagues. ## Advertisers and publishers wanted more from us. Native wasn’t enough. Advertisers spend $25B annually on publishers and apps, trying to grow their businesses, but face significant challenges in today's digital advertising landscape. These challenges include: - DSPs Shifting Focus To CTV, Not Performance Advertising: Many Demand-Side Platforms (DSPs) have transitioned into primarily Connected TV (CTV) companies, focusing on branding through video ads on large screens rather than delivering "Meta-like" performance advertising results. Nobody is scanning a barcode when watching a TV ad to open a bank account, that’s not happening. CTV is great for branding, which is an important pillar for advertisers, it just has nothing to do with performance advertising (mid-low funnel).  - Complicated AdTech Landscape: Hundreds of AdTech companies exist globally, making it difficult for advertisers to understand and effectively utilize the best solutions for their needs. The vast majority of advertisers will not take the time to be educated on Ad-Tech (sad, but true), including Native Advertising. They want scale, outcomes wherever they can get it (bottom of article, homepage, OEMs, etc.), and they want amazing service.  In addition, most advertisers are experiencing diminishing returns even with established channels like social media. This is attributed mainly to audience fatigue, leading to rising costs and decreased effectiveness over time. The experience advertisers share is that, at first, the performance is great, as in meeting their acquisition and growth targets, but as they scale, there is “wasted budget” due to fatigue of reaching the same audience. In fact, our research indicates that advertisers spend approximately ~$30B on social platforms - despite experiencing diminishing returns.  Publishers are frustrated too. Bottom of article native advertising is a good business, but it’s not enough for them to double and triple their business. Mainly because most of their revenue is now programmatic, and it is in fast decline. I’ve spoken with many of our publishers, they believe performance budgets have faded away. Google is motivated to put their performance budgets on their own sites, not on publishers' sites, and DSPs over time have become more of a CTV play, which contributes little to the open web as we know it.  I just came back from spending time with our EMEA team, and shared how  inspiring I find the origin story of Amazon. In 1994, Amazon started selling books online. By 2000, they decided to expand from books to all eCommerce. In talking to dozens of our advertisers and publishers, I feel like right now, we’re having our “Amazon moment”. We did a great job with native advertising, but it’s time to go beyond, to go after the entire performance advertising market.  We see a massive opportunity to bridge the gap. Advertisers don’t just want native—they want scale, outcomes, and results wherever they can find them. Introducing Realize. https://www.youtube.com/watch?v=X1YFIUeEUFw ## No Empty “Full Funnel” Promises. Introducing Realize: Outcomes at Scale Beyond Search and Social We’ve done what the best startups do: we chose a niche market, we went for it, and we captured it. Now, we’re ready for more—more for our clients, our partners, and ourselves. Our reputation as a performance company is well-established, with data, technology, and supply that consistently deliver results. Advertisers and publishers need a friend and partner. They need Taboola because Search and Social aren’t enough. The landscape outside of these platforms is fragmented, and there’s a pressing need for a single performance company that does it all. While branding and performance are both valuable for effective marketing , marketers need specialized tools. There is no such thing as a “Full Funnel” solution, that is a myth, in practice no platform can be the best choice for both branding, and  performance. We’re focused, we know what the market needs, and that’s what we’re going to deliver. Realize is here to empower businesses to grow through performance advertising technology that delivers measurable outcomes. It’s the only independent performance platform that goes beyond Search and Social, delivering outcomes at scale using our unique supply (no more just native/bottom-of-article), unique 1st party data, use of any creative they already have (display, vertical video, social creative), and the best AI in the industry – from Abby, to Max Conversion, and more to come. Publishers win with Realize because we’re going to expand beyond the bottom of article feed, we will be bringing A LOT of performance budgets back into programmatic. We’re also doubling down on our AI suite to help publishers battle the “GenAI” scare, and drive audience and engagement to their site.  ## A Whole New Taboola Today, we’re expanding beyond the native advertising market we grew up in and helped create, venturing into the entire performance landscape beyond Search and Social – with Realize. Redefining our dreams. I feel fortunate to have the support of thousands of advertisers, publishers, and OEMs around the world, and to be surrounded by 2,000 Taboolars—co-founders in my mind—whose passion, energy, and conviction fuel our journey. This is the new Taboola. --- ### From Native Advertising To Everything-Performance, Introducing Realize URL: https://www.taboola.com/taboola-updates/realize-performance-marketing-platform-for-advertisers/ Last Modified: 2025-06-05 11:17:15 Meet Realize, Taboola's AI-driven performance marketing platform to help advertisers scale beyond Search & Social. One of the benefits of working with many thousands of advertisers over the years is that you get to hear from them and see what’s working—and what isn’t. We recently deepened these conversations when we spoke to more than 70 advertisers from companies like ERGO, Verisure Brasil and Noom to get their perspective on the current state of performance marketing. It was clear that advertisers repeatedly face the same dilemma: Search and Social channels deliver results, but the path is getting steeper. Costs are skyrocketing and creative fatigue is a persistent challenge causing advertisers to reach the point of diminishing returns faster than ever.  These skyrocketing costs are both steady over time (Meta, Snapchat and Tiktok have seen CPMs surge since the low point of the pandemic, as has Google search), and also in massive spikes impacting predictability and consistency of performance at crucial times. All it takes is a couple of huge advertisers heavily investing to cause huge hikes in price - this is exactly what happened over the 2024 holiday season where Shein and Temu added so much competition it contributed to a 16x increase in search ad costs.  This isn’t sustainable. And outside of these channels there are no consistently good options to help advertisers diversify their marketing mix. ## Going Beyond Search and Social Advertisers know that Search and Social alone aren’t enough, but as they seek to reduce their reliance on them to meet their Performance Marketing goals they face a complex, disjointed landscape. There are no great solutions out there which deliver meaningful results at the scale they need, and so they exhaust themselves chasing performance across different channels. DSPs are complex and not performance specialists. In fact, they are increasingly becoming CTV companies, which means focusing on big-screen, brand video experiences and on upper funnel outcomes. They’re a good investment for the brand teams at advertisers, and on the most part give these teams the transparency and control they crave, but the channels they are doubling down on don’t provide an ideal canvas for performance advertisers. Most smaller ad tech companies may offer good performance solutions here or there but they don’t have anything unique to offer, and if they do it’s not at scale or driving the performance outcomes that aren’t at the desired levels. And many of them are now treading a similar path to that of the DSPs, focusing increasingly on ‘full funnel’ (eg, CTV and brand video) vs specialising on tools that performance marketers need. The bottom line is that advertisers want and need a performance channel that can deliver measurable results at a scale that drives significant, near term, needle-moving growth for their business. But outside of  Search and Social, achieving that consistently feels nearly impossible. ## No More “Full Funnel” Promises, Focus on Performance. Introducing Realize Realize isn't just an update, it's a reimagined approach that solves performance marketing’s most critical challenge: finding and converting users at scale. By focusing exclusively on the performance funnel (consideration and action) vs the ‘full’ funnel, it provides advertisers with a set of tools which simply don’t exist outside of social networks. These tools enable them to prospect for high intent users, to actively drive these prospects down the funnel and turn them into customers.  Here’s just some of what Realize will deliver as we launch today: - Creative options beyond native on new high visibility placements. Our new display and vertical creative will allow advertisers to drive engagement and interaction in a whole new range of high impact placements on premium sites. We’ll also make it easy for advertisers to use their existing display and social assets with our creative importer tool - Enhancements to our Performance AI to deliver measurable results at every stage of the performance funnel. With the launch of Optimize for Engagement, advertisers can now define custom engagement metrics—such as time on site or session depth—with just a few simple settings. Our algorithms then optimize towards finding users who meet these criteria, helping advertisers identify and scale high-intent audiences more effectively. - Powerful new Predictive Audience Targeting that is built for performance based on what users do/their intent vs who they are/their identity. In beta testing we have seen CPAs consistently reduced by 15% and advertisers increasingly adding additional budgets to these campaigns. This fast-follows the major audience releases in 2024 including our proprietary first-party segments and custom mail/search retargeting audiences. - A Simplified Experience including streamlined workflows, additional reporting capabilities and enhanced reliability in the new Realize UI. - Unwavering Quality, multiple brand suitability controls, robust fraud protection underpinned by our ongoing commitment to deliver you full transparency on exactly where your ads are running, and full control to make the right decisions for your business And this is only the beginning of our journey for Realize. We have an exciting roadmap ahead of us full of new features and products that are squarely focused on driving results at scale for performance advertisers. ## A New Era of Performance Marketing When speaking to performance marketers, we heard time and time again that they felt underserved outside of Search and Social, and that these channels are becoming less efficient. They told us that they are having to use generalist tools for their specialist tasks, and having to invest time they don’t have in constant trial and error to find new paths to performance. These highly skilled marketers control budgets of tens of billions of dollars, and are critical revenue drivers for their businesses. However, much of their spend on the open web - approximately $25B - is on sub-optimal tools, and on social platforms approximately $30B - despite experiencing diminishing returns.   Performance marketing has always been about navigating challenges and seizing opportunities. Realize is about empowering advertisers to conquer the open web with confidence. It’s about creating a meaningful solution for advertisers where the world beyond Search and Social isn't a daunting obstacle, but a powerful engine for growth. We’re excited about the path ahead of us and hope you join us on this journey. --- ### “Realize” the Future: Bringing Performance Ad Dollars Back to Publishers URL: https://www.taboola.com/taboola-updates/publisher-growth-with-realize/ Last Modified: 2025-03-25 08:24:02 Taboola has launched Realize, a new advertising platform helping publishers tap into performance ad budgets to maximize revenue growth. At Taboola, we’re proud to serve as a growth engine for publishers worldwide. For more than a decade, Taboola’s success has been built on the success of our publisher partners, providing them with native advertising solutions—primarily in below-article placements—to drive revenue, increase engagement, and acquire new audiences. We fully understand the challenges publishers face in today’s digital landscape. Search and Social traffic is declining, programmatic ad revenues are stagnating, walled gardens are diverting spend to their own ecosystems, advertiser budgets are shifting to CTV and Retail Media Networks, and traditional native advertising alone can’t fuel the revenue growth publishers need to thrive. Nevertheless, Taboola is committed to evolving in order to tackle these challenges on behalf of our publisher partners. That’s why we’re excited to announce the launch of Realize, our industry-first platform designed to deliver performance outcomes at scale on the Open Web. Realize is an advertising platform, which at the heart of its mission, is serving our publishers partners’ revenue objectives. ## From Native to “All Performance” – Reversing the Trend: Driving Performance Ad Revenue Back to Publishers Performance advertisers need specialized solutions, and publishers need to unlock quality revenue growth across their programmatic display and native placements. With Realize, publishers will now be able to tap into performance ad budgets traditionally dominated by Search and Social platforms, and achieve significant revenue growth.  Realize will deliver measurable, scalable results for advertisers—acheiving the kind of performance they once depended on from Search and Social channels. As advertisers’ performance campaigns succeed on the Open Web with Realize, we will draw high-value performance advertising budgets to publisher properties, fueling programmatic display and native, and boosting revenue far beyond below-article placements. What’s new with this announcement:  - New performance budgets across all placements, increasing yield - Native, display, vertical videos for those who have it, and more.  - New premium ad formats - Including display, carousel, and vertical ads. - Better data collaboration - We're working closely with publishers to help advertisers succeed on their sites, improving intent signals to boost yield. - New performance AI technology and advanced audience targeting - We are investing heavily to ensure that every impression counts, matching users with relevant ads and delivering more successful outcomes for advertisers, boosting ad revenue for publishers ## Realizing New Possibilities - Your Partner for Growth As we expand beyond native, our commitment to you, our publisher partners, remains stronger than ever.  We are dedicated to driving growth through smarter ad monetization and audience development. While Realize paves the way for ad revenue growth, we will continue to deliver value with Taboola for Audience, our suite of products that apply the same powerful AI-driven personalization to growing audience and engagement. It's exciting times for sure! Realize is the next step in our journey together—let’s grow, thrive, and realize new possibilities. Learn more about how you can best set up your website to fully enjoy the benefits Realize for advertisers can bring to your business. Reach out to your Taboola representative or Contact Us today. --- ### Looking to Elevate Ad Inventory Quality? Taboola Select Offers a Premium Solution URL: https://www.taboola.com/taboola-updates/mfa-sites-explained/ Last Modified: 2026-06-30 07:33:40 Explore the rise and role of MFA sites, their impact on advertisers, and how Taboola Select offers premium, MFA-free inventory to help brands achieve their KPIs with confidence. Made for Advertising (MFA) sites have exploded in popularity over the last few years, offering advertisers easy access to highly viewable, cost-efficient inventory across the web. As MFA usage grew, misconceptions and misunderstandings emerged, causing concerns among advertisers. That’s where context — and data — can help. As advertisers continue to search for the most brand-safe and affordable placements, it's important to understand why MFA sites emerged and how the industry is responding to them. Taboola, for example, launched an MFA-free inventory package, Taboola Select, to help advertisers enhance performance results. So, if you’ve been looking for an honest, data-backed rundown of the evolution — and ongoing impact — of MFAs, look no further. Here’s what you need to know. ## How MFA Sites Came to Be and Why MFA sites didn’t come out of nowhere. They were created in response to blatant market demand. We unpacked this MFA phenomenon in a recent Advertising Week panel with Chris Kane, Founder and President of Jounce Media, an industry leader in programmatic supply chain management and a Taboola partner.“The publishing world has been told for the last decade that marketers need brand-safe content, high viewability, high video completion rates, and low prices,” Kane said. “And that is what these ad arbitrage publishers created. They got the homework assignment and they get an A+.” Given their business model, it’s no surprise that these sites saw lightning-fast growth. “They run ads to promote clickbait-y content, drive traffic to their website, and try to generate more advertising revenue on the resulting page view than the cost of acquiring that traffic,” Kane said. “If you do that over and over again, you’re able to grow really rapidly.” Jounce Media, for example, reported astronomical growth among these sites in 2020. By July 2023, 30% of web auctions led to MFA supply. Then the industry started raising some concerns… ## Why Advertisers Are Concerned About MFAs In just the past year, MFA sites have come under scrutiny. Most notably, because they weren’t contributing to the business objectives of certain advertisers — namely, those seeking performance results. As Kane put it: “ were then told, ‘No that’s not an A+, that’s an F.’” By November 2024, Jounce Media found that only 5% of web auctions led to MFA supply — a huge drop from the previous year. Yes, MFA sites may not be built to drive performance results. However, it’s important to understand that MFA sites still serve a purpose: They can be incredibly effective at helping advertisers meet certain upper-funnel KPIs at efficient costs. ## How the Industry Is Addressing MFAs Data is crucial to understanding the impact of MFAs and how they can still play a part in the ad landscape going forward. That’s why Jounce Media is at the forefront of providing MFA-detection technology and data to help improve trust and transparency in the marketplace. For example, Jounce broke down why Facebook is actually “the lifeblood of MFAs.” Because 90% of the money that the MFA publisher earns goes back to its traffic supplier. And who’s their largest traffic supplier? Facebook. “This money is not going to publishers or content creators,” Kane said. “It’s going to Facebook to fuel this arbitrage opportunity.” Data is just the start, however. Ad platforms have to use this data to spark ongoing conversions with advertisers, so they can understand what they’re buying and stay on track towards their goals. “We have to ask advertisers, ‘What do you want to deliver and as a publisher how can we create those experiences to generate that?’ said Vince Meyer, Global Head of Data and Strategic Partnerships at Taboola. “That’s how trust is going to be built.” ## Taboola Select: Delivering Quality Inventory Solutions In the wake of this MFA boom, Taboola is listening to advertiser concerns and actively working with Jounce Media to create a solution that allows brands to maintain reach and scale across premium publisher sites — without having to worry about being placed on MFA sites. The result of this effort is a brand-new offering, Taboola Select: a curated selection of the most premium editorial inventory on the internet from publishers including Associated Press, Business Insider, Yahoo, and more. Most notably, Taboola Select is free from MFA properties, as verified and ensured by Jounce Media's MFA-detection technology and data. In an ad landscape filled with MFAs, Taboola Select is designed to help advertisers ensure brand suitability and reach their performance goals. This curated package also includes exclusive access to the Feature Placement on those premium publisher sites for high visibility and engagement. At Taboola, we know that advertisers deserve access to inventory that helps them meet their KPIs. We’re proud to continue providing this access, and helping advertisers find prominent ad placements they can’t get anywhere else. --- ### Who is Abby? Meet Taboola’s Game-Changing Generative AI That Makes Advertising Easy for Everyone URL: https://www.taboola.com/taboola-updates/abby-ai-advertising/ Last Modified: 2025-06-30 07:34:11 “Dear Abby, I need your advice. I sell pizza ovens, and I have a website that allows people to buy them. I want to get visitors to my website, and turn those visitors into customers. I’m embarrassed to say, I have no idea how to launch an advertising campaign! I know the price of my pizza oven, and I know how much money it costs me to make the pizza oven, but that’s about it. Can you please help me create a campaign? Sincerely, Anonymous Advertiser” There are more than 100 million businesses in the world, all striving for the same goal—GROWTH. While business owners, whether big or small, may deeply understand their products and know the value of each customer, being 'great at advertising' is a whole different challenge. Let’s be honest: navigating the world of online advertising can sometimes feel like trying to solve a Rubik's cube blindfolded. There are so many moving parts, and if you're not an expert, it’s easy to get lost in the sea of clicks, conversions, and creative assets. Enter Abby, Taboola’s latest Generative AI powered solution, designed to help any business owner be great at advertising. Abby helps advertisers navigate the open web like a GPS-guided highway. Join Adam Singolda, Founder & CEO of Taboola, as he takes to the streets of New York City, meeting business owners and introducing them to Abby. In a fast-paced world where businesses are vying for attention, Abby empowers anyone to become the 'Don Draper' of advertising. ## AI with Personality—and Productivity Studies show that AI is synonymous with ad results. Deloitte found that 91% of surveyed organizations expect generative AI to improve their productivity. Meanwhile, McKinsey & Company reports GenAI could contribute upwards of $4.4 trillion in annual global productivity, and marketing and sales are among the groups expected to reap about 75 percent of that value. Because it allows advertisers to handle multiple aspects of ad creation, development, and optimization all on their own, Abby is highly skilled at increasing productivity. That means it gives advertisers the authority to use AI autonomously while tapping into tried-and-true data to support their campaigns. ## How Does Abby Work? Abby is “AI Magic”, Not Just Smart—Smarter Abby’s secret sauce lies in its ability to seamlessly manage everything—from ad creation to bidding strategies to precise optimization. Advertisers who once grappled with the complexities of campaigns now have a trusted guide, capable of crafting, adjusting, and fine-tuning strategies with just a few simple prompts. User-Friendly Technology. With Abby, there's no prior advertising experience or expertise required. Abby serves as a campaign copilot, guiding you to launch and beyond by assisting self-service advertisers with Taboola campaigns and leveraging expertise from professionals like The Creative Shop—all of which is crucial for helping businesses on their entrepreneurial journey. Conversational Campaign Building and Simplified Management. Abby offers a conversational approach to campaign management, so you can ask it about everything from budgeting and targeting to creative, optimization, and more. That makes Abby useful and accessible to all advertisers, simplifying workflow and democratizing campaign creation. Campaign Setup Knowledge. When you're first starting out on Taboola, there are a few things you need to know in order to launch your campaign. Abby helps advertisers with all aspects of campaign setup and management, making each launch and ad flight a breeze. These range from targeting the right audience and testing strategies to optimizing your creative. Additionally, Abby guides you through budgeting for your ad campaign, ensuring that you allocate your spend effectively to maximize results while staying within your financial goals. Daily Assistant for Advertisers. As you're managing your campaign, Abby becomes an indispensable assistant by analyzing and reporting on ad effectiveness and applying strategic changes on a daily basis. Automated Media Plans. When it comes to key performance indicators (KPIs), Abby's got you covered. It prompts users with simple questions to automatically populate media plans, handling objectives like driving purchases, brand awareness, and lead generation in addition to budget allocations and bidding strategies for optimal results. Efficiency Gains. Campaigns launched with Abby are estimated to go live significantly faster than those set up manually—and Abby campaigns enjoy increased success rates since they adhere to Taboola’s best practices. Generative AI Creative Features. With the use of GenAI Ad Maker (more on that below!), Abby can access advanced creative tools, allowing advertisers to create and modify images, edit backgrounds, and craft captions and calls to action (CTAs) all without needing image editing software or expertise. Problem-Solving Capabilities. Despite all of its assistance and guidance, users—not the AI agent—remain in complete control of every campaign. Abby is like a mini ad agency, bringing intrinsic knowledge of Taboola's algorithm that enables you to create, manage, and optimize ad campaigns. Based on more than a Decade of Experience. Abby wasn't born yesterday. The technology is built on more than a decade of successful Taboola advertiser campaign data, so you can have complete confidence in Abby’s recommendations. Your Taboola BFF. In short, Abby is your sidekick and confidant, providing inside information and best practices to help you succeed and answering your every question. You can even count on Abby to help you review ad quality and expedite policy approval, and it's mobile-friendly for easy access anytime. The beauty of Abby is that it's not a single-use solution that only does one job well. Instead, it tackles major challenges facing advertisers today, all while taking tasks off your to-do list. ## Leveraging Advanced AI to Unlock Value Abby leverages Taboola’s most advanced AI technologies, including GenAI Ad Maker and Maximize Conversions, to give advertisers access to best-in-class solutions for ad creation, optimization, and performance. - GenAI Ad Maker: This cutting-edge creative assistant uses generative AI to automatically craft multiple creative assets tailored to a brand’s unique goals. By producing high-quality ads quickly and efficiently, Abby ensures advertisers get the right messages in front of the right audience, at the right time. - Maximize Conversions: Powered by AI, this bidding technology optimizes campaign performance by matching advertisers to customers most likely to convert, all while meeting business objectives. For brands, this means increased conversions and improved cost-efficiency—key factors in driving sustained growth. ## Why Wait? Start Your Campaign with Abby Today Abby is not just a tool; it's a game-changer in the world of advertising. Imagine a future where your ad campaigns run smoothly, perform better, and generate more revenue while you sit back and watch the results unfold—that’s the potential Abby unlocks for businesses of all sizes. Currently, Abby is already tackling the hardest part of online advertising—getting campaigns off the ground—but soon, it will be even more powerful, managing bids and optimizing campaigns like an AI-powered marketing genius in your pocket. Whether you're new to advertising or a seasoned marketer, Abby makes advertising easy, fun, and highly effective. With Abby and Taboola’s AI tools, the open web is ripe with opportunities. Start your first campaign today and revolutionize your advertising journey with Abby. --- ### Zeta Live 2024: Business Transformation Tips & Panel Recap URL: https://www.taboola.com/taboola-updates/zeta-live-2024-recap/ Last Modified: 2025-10-23 08:03:35 Today’s business landscape is rapidly evolving—and effective leadership is crucial for navigating and driving successful business transformations. How are top executives achieving growth? On Thursday, September 26th, Adam Singolda spoke at Zeta Live on a panel led by Dan Nathan (RiskReversal Media) between Linda Yaccarino (CEO of X), John Sculley (former Apple CEO and Pepsi President), and Henry Schuck (CEO of ZoomInfo), which dove into the perspectives and tips for business transformation from some of today’s most credible names in leadership. ## Linda Yaccarino, CEO of X: Lessons in Leadership and Innovation Linda began by discussing her experience joining the company with Elon Musk. Coming from NBCUniversal, where she spent nearly a decade, Linda oversaw enterprise relationships with credible players in the industry, including Twitter. She recalled falling in love with Twitter’s capability to share real-time content and allow users to engage with one another—whether it was from a TV, laptop, or smartphone. She also commended Elon’s vision for acquiring Twitter—it wasn’t just an acquisition, but a vision, similar to how he’s approached transforming his other companies including SpaceX, Tesla, Starlink, and Neuralink. Linda noted that it became clear that X was not just about social media—it was part of a broader mission to revolutionize how we communicate, consume media, and interact with technology. Linda has only been X’s CEO since June 2023 and has already helped lead major shifts at X, including an accelerated push into live-streaming capabilities and expanded video engagement, which prove her ability to step into new territories. ## John Sculley, Former Apple CEO and Pepsi President: A Journey from the MIT Media Lab to Generative AI John discussed joining the MIT Media Lab Advisory Board in 1985, which was an important moment that ended up shaping his perspective on the future of technology. At the time, AI and machine learning were just starting out and the majority of the research was prioritized as side projects with limited immediate commercial application. John recalled being introduced to the Media Lab by Alan Kay, one of the inventors of personal computing and an Apple fellow. This was shortly after Steve Jobs had left Apple, and John, alongside Kay and other pioneers, began to explore how AI could be integrated into personal computing. This partnership proved to be transformative not only for John but for Apple as well. The work John and his team did at the Media Lab laid the groundwork for future advancements. For Apple, this included investing in technologies that would later shape the tech industry, such as becoming the largest shareholder in ARM, the microprocessor company, and setting up a lab in Cambridge, Massachusetts. Many of the tools, operating systems, and applications developed at that time became the backbone of Apple’s technological evolution. Fast forward to today, and the AI landscape has changed dramatically. With the rise of generative AI, companies across industries are racing to integrate this technology into their operations. What was once an experimental concept has now become a transformative force. The computational power and vast data sets available today have unlocked the potential of AI in ways that were unimaginable in the early days of the MIT Media Lab. ## Adam Singolda, CEO and Founder of Taboola: Why Culture is a True Differentiator Adam noted that he believes that while many CEOs struggle with the impact of rapid changes on stakeholders, the essence of a company lies in its culture and people, which he considers irreplaceable. He argued that successful companies thrive not just because of their innovations or funding but due to their culture and the commitment of their employees—and being first to do something doesn’t mean that you’ll be the best. Adam also indicated that employee expectations have evolved significantly, with a shift towards a desire for connection to a company’s mission and values. He stressed that no technology, including AI, can replicate the importance of HI (human intelligence) and empathy in fostering a positive culture. Referencing a recent virtual meeting with Taboola’s employees during the war in Israel, he highlighted the importance of empathy and transparency as fundamental to his company’s culture, especially in challenging times. In addition, he indicated how he often utilizes his personal social media accounts, especially X, to share his thoughts in a vulnerable way on various topics. These principles have helped strengthen his team’s bond amid difficult times—and Linda chimed in, commending Adam for his approach towards culture and how he emphasizes authenticity and empathy. ## Henry Schuck, CEO of ZoomInfo: Technology’s Role in Business Transformation Henry Schuck, CEO of ZoomInfo, highlighted the significant shifts in the technology landscape and their impact on the software industry. Reflecting on his company’s journey from private to public during COVID-19, he noted a transition from prioritizing growth at all costs in 2021 to a dual focus on efficiency and profitability by 2022. This change necessitated a more selective approach to market strategies, emphasizing the identification of profitable customer segments. Schuck emphasized the transformative potential of generative AI, presenting it as either a major threat or an unprecedented opportunity for businesses. For ZoomInfo, leveraging generative AI has made their platform more intuitive and effective, enabling better customer engagement and targeted marketing. He emphasized that the period between 2021 and 2024 has been crucial for business growth, urging companies to adapt quickly or risk being left behind. Agility, communication, and connectivity within organizations are now essential for navigating this rapidly evolving landscape. ## Navigating Investments, Free Speech, and AI's Exponential Growth As the discussion progressed, Henry addressed the challenges public company CEOs face in managing investments in a rapidly changing market. He noted that public companies must balance innovation with clear paths to returns, often funding initiatives internally due to limited growth runway. This requires strategic resource allocation and collaboration among teams to make smart investments that satisfy investor expectations. The conversation then shifted to Linda, who shared insights on free speech as the CEO of X. She stressed the importance of protecting free speech for democracy and its positive impact on business, noting that increased user engagement during global events is beneficial for advertisers. John spoke next and discussed the exponential impact of AI, likening its rapid advancement to the industrial revolution. He emphasized the urgent need for re-skilling workers to adapt to these changes, as current education systems are inadequate. The private sector is expected to play a key role in providing re-skilling opportunities, with AI potentially serving as a valuable tool in this transformation. John warned that significant changes are on the horizon between 2025 and 2030, necessitating preparedness from businesses, educators, and governments. ## The Future of Advertising and the AI Revolution As the session wrapped up, Adam discussed the evolving digital advertising market and highlighted its current dynamic state. He noted that major platforms like Amazon, Netflix, Disney, and Uber are now significant players, with Uber projected to earn a billion dollars from advertising this year. “Advertising is the new pink,” he noted. This shift means that advertising is no longer dominated solely by giants like Facebook and Google—a new slew of companies is entering the space, influencing competition and innovation. Adam also pointed out that performance-based advertising is gaining traction, as businesses increasingly demand measurable returns from their advertising investments. He emphasized the importance of results-driven strategies, moving away from informal agreements to a focus on clear growth paths, particularly as AI plays a larger role in optimizing ad spending. He also made a distinction among different AI technologies, cautioning against the overhyping of AI: “There’s a huge difference between ML, DL, and BS.” Lastly, Adam highlighted the challenges companies face in effectively utilizing AI, especially in managing and interpreting large data sets. He stressed that understanding and leveraging data remains a significant hurdle for effective AI implementation in advertising and beyond. --- ### How to Use Taboola Trends to Boost Ad Performance URL: https://www.taboola.com/taboola-updates/taboola-trends/ Last Modified: 2025-03-12 13:29:47 Struggling to create winning ad campaigns week after week? Feeling the pressure to stay ahead of constantly evolving consumer trends? Well, we have good news! You can stop running on that hamster wheel of ad creation that leaves you feeling exhausted. Taboola's got your back (and your CVRs) with Taboola Trends, a beneficiary of our continuous expansion into AI. Taboola Trends provides a peek into your audience's mind, revealing the topics capturing their attention on the open web and the visuals and messages that drive engagement in real time. Those insights are thanks to the power of AI, which analyzes a staggering 140 million clicks, 22 billion impressions, and 30 million conversions every week. Using the Country, Language, Industry, and Device filters, you can get timely data tailored to your audience. But it should also align with your brand goals, right? That's why you can also apply filters for Marketing Objectives and see what impacts click-through rates (CTR) and conversions (CVR). Taboola Trends is now better than ever. Featuring a sleek, updated design and real-time data analysis, our latest enhancements bring unparalleled insights to your fingertips. Leveraging GenAI technology and powered by ChatGPT, our Headline Trends section offers dynamic trends, tips, top keywords, and examples to elevate your ad game. Meanwhile, our Image Trends section now includes performance data, utilizing Microsoft Azure to spotlight visual trends. And that's not all - our Headline Analyzer has been revamped with a real predictive algorithm, empowering advertisers to craft compelling headlines with confidence. The result? The freshest, most actionable intel to spark your imagination and optimize your campaigns for peak performance. So, let's get down to business! Below, we'll take you on a tour of Taboola Trends, highlighting its features and showing you exactly how to leverage its power for maximum impact on performance marketing. ## Headline Trends: Connect Your Brand to the Hottest Trends Want to craft headlines that tap into the zeitgeist and resonate with your audience? Look no further than Headline Trends. This feature taps into ChatGPT's analytical prowess to analyze real-time data and surface the most buzz-worthy headline trends. You can filter your search by Country, Language, Industry, and Marketing Goal. This laser-focused approach ensures you uncover trends directly aligned with your campaign objectives. Seeing is believing, so let's look at an example. Imagine you're working on a campaign for a fashion brand targeting US consumers, and your goal is to drive online purchases. Set those filters, and you'll see three insightful slides, each focused on a different trending headline theme, but of course, we don't leave you there. Each theme includes an example title to spark inspiration, a valuable tip about key points to highlight, and the most relevant trending keywords, adjectives, and action verbs – the building blocks of high-performing headlines. ## Headline Analyzer: Choose Headlines with Confidence Headlines are the gateway to our audience's hearts (and wallets), but how do you select the perfect one? The Headline Analyzer takes the guesswork out of the process. It analyzes past performance data from Taboola's massive network, considering factors like keyword relevance and emotional triggers, and predicts which will generate the highest CTR. Just add 3-5 potential headlines and let the AI-powered tool do its job. Now that you've created a list of titles that incorporate insights from Headline Trends, you enter your top five. In seconds, the Headline Analyzer shows you how well each will perform. You can now confidently kick off a campaign with the top-ranked title, knowing it's the most likely to grab attention and drive clicks or run an A/B test with the second-place title. ## Image Trends: Your Visual Strategist In our visually-soaked world, the right image can be the difference between a scroll-past and a conversion. Image Trends is an AI-powered feature that dives deep into the Taboola data pool, revealing the current image components that contribute to success and those that might hinder it. Here, you can set all the same filters you used earlier, plus select the Device you are targeting: choose from All, Desktop, Mobile, or Tablet. After clicking Analyze, your results appear. Scroll through the different image trends and discover which image details will boost CTR or CVR. Your intuition and experience tell you that including a person in the image will improve your CVR. You confirm that with the data in Image Trends. But what other image details should you consider? You might assume that including food in the image would be a distraction (after all, it's a fashion campaign), but Image Trends actually reveals that currently, a picture with food increases CVR by 16.7%. The lesson: Don't let assumptions lead to costly mistakes; always make the most of your campaigns by relying on real-time data. ## Trending Topics: Ride the Wave of Reader Interests What's piquing your audience's curiosity this week? Finding the answer is a breeze with Trending Topics - a window into the subjects captivating readers across the open web. This intuitive feature presents trending topics as bubbles; the larger the bubble, the more pageviews it's generating, giving you a clear picture of reader engagement. Each bubble is color-coded to denote its category, and helpful gray lines connect related topics for easy exploration. Need more info about a specific topic? Click any keyword to see relevant Google News results. Use this real-world, real-time data to find clever ways to connect your brand to the stories holding readers' attention. Hone in on specific trends by selecting a Country and any of the 20+ Categories, including family, sports, fashion, technology, travel, and more. Here's a look at US Trending Topics for the week of April 15th, 2024. ## The Taboola Difference We are the only native ads platform offering real-time creative trends alongside in-depth readership insights - a one-two punch for constructing campaigns that get noticed and get clicks. Best of all, Taboola advertisers are instantly granted free access to the tool (based on IP address)! We're really proud of Taboola Trends and think you'll find it as valuable as other Taboola advertisers. Here's what Emilija Eckert, a Performance Marketer at ERGO, had to say: "Taboola Trends gives us a quick overview of what is currently performing well in the network. This allows us to analyze how we can optimize our creatives without much effort. That's a great added value for us!" ## Taboola Trends: Fresh Campaign Ideas at Your Fingertips Creating high-performing campaigns doesn't have to be a guessing game. You now have a powerful arsenal of real-time, data-driven AI-powered insights to fuel your creativity. Rely on Taboola Trends to guide you and help you understand how to tailor your campaigns as consumer behaviors evolve; you won't go wrong! By optimizing every campaign element – from headlines and visuals to trending topics – you'll launch campaigns that connect, convert, and deliver unbeatable results. --- ### Taboola Tech is Built for A Cookieless World URL: https://www.taboola.com/taboola-updates/taboola-tech-is-built-for-a-cookieless-world/ Last Modified: 2025-10-27 08:39:07 Let's talk about Cookie Monsters. Since Apple launched ITP in 2017, the advertising industry is mourning the death of the third-party cookie almost as much as the actual Cookie Monster, who's been popping up in social media memes since Google announced Privacy Sandbox. See also: Taboola Native Advertising But not all cookies are the same. There are first-party cookies and third-party cookies. The difference is important: First-party cookies are stored by the domain (website) you are visiting directly. They allow website owners to collect analytics data, remember language settings, and perform other useful functions that help provide a good user experience. For example, if you shop for shoes on DSW's site, they'll know you're the same person when you come back. They won't have personally identifiable information on you like Facebook does, but they'll know you're the same person. What does a Cookieless World mean? Nobody has a problem with the first-party cookies — not Apple, not Google — no one. They're here to stay. Third-party cookies, on the other hand, are at risk. A third-party cookie is created by a domain other than the one you are visiting directly. For example, if an ad tech company is buying ad inventory on a news site, they'll be able to create a third-party, but not a first-party cookie, so they can identify users who interacted with their ads. If the browser blocks third-party cookies, like Safari does, the ad tech company won't know if that person returned to the site again. Retargeting is another good example. If third-party cookies are blocked, an ad tech company that can't use first-party cookies won't be able to identify users across sites and serve them retargeted ads. Some companies rely on third-party cookies more (“The Cookie Monsters”), some less — it all depends on what data you actually need in order to drive value for your clients, and to web visitors. Over the last couple of years, third-party cookies were already being blocked by more and more browsers (first Apple's Safari, then Firefox, then Microsoft latest Edge browser). During those same years, we were able to make Taboola immune to the death of third-party cookies. Here are a few reasons: We have our own first-party cookie because we're the recommendation engine for our publisher partners. Since Taboola recommends our partner site's own editorial content, publishers integrate our code on the page itself. This allows us to use our own first-party cookie so that we can better personalize recommendations. For example, if someone clicks on Sports content, we'll show them more sports headlines the next time they visit our partner site. We can use contextual targeting to allow our advertisers to reach users when they read about things they truly care about. Over the years we've developed a world-class Natural Language Processing (NLP) technology that “understands” the context of web pages, thereby allowing advertisers to target their audience based on context, without any dependency on third-party cookies. Because Taboola is not buying inventory programmatically, but rather rendered as part of the page itself, we're able to capture the taxonomy of the page and surface those keywords for advertisers. This is incredible for advertisers. When advertisers buy social ads, they buy the identity people create for themselves, but not necessarily their authentic identity. People might not share topics that are very important to them on social media, but they'll read about them all the time. Our advertisers can reach people based on a much closer version of their true passions. So, operating in a world without third-party cookies is not a new concept for us. In recent years we've had to be successful in the wake of third-party cookies being blocked by browsers, regulations like GDPR and CCPA, VPNs, ad blockers, and other cookie-less environments. The following graph, comparing our yield on Safari vs. Chrome mobile, illustrates how well we cope with the blocking of third-party cookies, using our ability to utilize first-party cookies and contextual signals on publisher sites in order to personalize our feeds: The chart above shows RPM on Safari has outpaced that of Chrome on mobile devices despite the fact that Safari blocked third-party cookies in 2017. This is a long journey, and while third-party cookies might go away, we're fortunate to be a recommendation engine, powering our publisher partner's editorial requirements which enables us to be resilient to these events, and stay committed to power recommendations for the open web. --- ### Taboola GenAI Ad Maker: A New Way to Create High-Quality Ads Effortlessly URL: https://www.taboola.com/taboola-updates/create-ads-effortlessly/ Last Modified: 2025-06-16 21:29:42 In today's fast-paced digital landscape, advertisers face an uphill battle to capture audience attention amidst the noise. An ad creator knows they need to produce fresh, high-quality content on a continuous basis to stay ahead of the competition and drive sustainable results. They also know they need to diversify with innovative ad formats like native advertising. The problem is that crafting unique, compelling ads demands time and resources. As a result, many marketers and ad creators are left stretching their budgets, scrambling for new assets, or even just reusing ill-fitted creatives from other platforms. So, what if there was a solution that could revolutionize the way that native ads are created, freeing advertisers from the constraints of traditional methods? That’s where Taboola’s GenAI Ad Maker comes in. Taboola is utilizing the power of Generative AI tools such as Chat GPT and Stable Diffusion to make it easier for advertisers of all sizes to benefit from creative diversity in their campaigns. With this groundbreaking tool, an ad creator has the power and flexibility to generate high-quality ads tailored to their brand's unique identity and target audience — and built just for native placements. GenAI Ad Maker was also designed with Taboola's best practices and content policies built in. Meaning, advertisers don’t need to spend hours creating or repurposing content to start launching ads across our platform of over 9,000 publisher properties. Whether you're a small business owner or a seasoned marketing professional, GenAI Ad Maker helps you kickstart your ad campaigns on Taboola with ease. "Taboola’s AI-powered ad creator is absolutely amazing," said Joe Burton, founder and CEO of ROI Marketplace. "We spend millions of dollars on native advertising every month, and we’re always looking for new ways to get the best creatives out there in the most efficient manner. GenAI Ad Maker allows us to do that all for free and really hone in on top-notch creatives, images, and headlines daily. It’s helped our campaigns in a tremendous way.” Here's a closer look at how Taboola's GenAI Ad Maker can help ad creators revolutionize ad creation for the open web. ## Create Ads that Perform Better, with Higher Approval Rates First, let's talk about what's most important: Your bottom line. Taboola’s GenAI solution has already helped native advertisers save time and money on ad creation while enhancing their campaign results. According to beta tests, advertisers have seen a significant increase clickthrough rates (CTRs) and conversion rates (CVRs) after refreshing their content with GenAI Ad Maker, such as by replacing image backgrounds or creating variations of existing content. “Taboola’s GenAI Ad Maker is a game-changer for us,” said Fabien Schwartz, Co-Founder & Director of Schwartz Consulting. “It’s helped us improve our ability to build new creative assets and beat user fatigue. Our team uses the tool daily; it’s been a great way to improve our overall CTR and conversion rate.” Beta data showed that GenAI Ad Maker significantly decreased content review rate by 70% compared to ads that were not created with Taboola's generative AI Tool. Meaning, launching high-quality native ads is now quicker and easier than ever. ## How to Quickly Generate Free, Original Ad Creatives You shouldn’t have to start from scratch every time you want to create another original, high-quality ad for your target audience. With GenAI Ad Maker, you can either refresh an existing asset or build an entirely new asset for your campaign — in seconds. For example, you might use GenAI Ad Maker to: ### Create New Ad Titles and Descriptions Generate compelling copy for your ads based on data-driven recommendations and trends. Simply answer a few questions about your campaign goals and audience, and GenAI Ad Maker will do the rest.   “I’ve been using Taboola’s GenAI Ad Maker for months now,” said Ross Loudon, Senior Native Advertising Executive of MVF. “It’s super easy to use and it saves me so much time when it comes to ad creation. In fact, I just launched a campaign that is entirely made up of Taboola’s AI-generated ads.” ### Rephrase Existing Titles Choose an existing headline that you know resonates with your audience, and ask GenAI Ad Maker to suggest high-performing variations for your new campaign. ### Generate Entirely New Images Ask GenAI Ad Maker to create new, unique images for your campaigns, so you don’t have to keep showing users the same visuals over and over. Simply write out a prompt of what your image should include, such as people, objects, locations, colors, and emotions. Or upload an image that’s already performed well and ask GenAI to create new variations. ### Replace the Background of an Image Maybe you're launching another seasonal campaign and want to change only part of an existing image. Or maybe you want to A/B test a few image variations to see which performs best. Use text inputs to quickly and easily adjust background colors, remove a busy backdrop, or add in a new background to better complement your ad message. ### Extend the Dimensions of an Image With the new AI Image Extender option, you can quickly change the dimensions of an image without losing vital information and while still maintaining the best aspect ratio for your Taboola campaign. ### Create Carousel Ads Taboola’s Carousel format, combined with our advanced GenAI AdMaker, delivers an exceptional solution for crafting dynamic, eye-catching ads. Carousel ads enable advertisers to display multiple cards within a single ad unit, allowing for a more interactive and immersive experience. This format is perfect for storytelling, showcasing various products, or highlighting key features in a cohesive, swipeable journey. With GenAI AdMaker, you can effortlessly generate 3-5 customized cards, tailored to your brand's message, helping boost engagement and maximize impact across Taboola’s premium inventory. This combination of carousel’s versatility and GenAI’s efficiency empowers advertisers to connect with audiences in a way that is both engaging and memorable.   ## Build Data-Backed Campaigns Based on Best Practices and Ad Trends When building new creatives, you don’t just want ads that look good. You want data-backed assets that you know will resonate with your audience and deliver tangible results. That’s why GenAI Ad Maker is trained on data from Taboola’s vast network of 600 million daily active users across the world’s top publisher properties. That means our ad creator will build assets based on what’s actually working and trending on the open web — so you can more efficiently optimize your campaigns and meet your marketing objectives. ## Embrace the Future of AI-Powered Ad Creation Taboola has always been committed to powering content recommendations and native ad experiences for the open web. Now, with GenAI Ad Maker, Taboola advertisers have the power to create data-backed headlines, images, and descriptions for their native campaigns in seconds. And they can do it all without leaving the Taboola Ads platform. That means you can generate more efficient, high-quality assets to improve performance at scale. And you can keep content fresh as you grow to reach new audiences, launch seasonal campaigns, and optimize your content strategies for enhanced results. Ready to build your own high-quality ad creatives? Get started with Taboola’s GenAI Ad Maker. --- ### Optimize Native Ad Performance at Scale with Maximize Conversions URL: https://www.taboola.com/taboola-updates/taboola-maximize-conversions/ Last Modified: 2025-03-02 09:59:33 At Taboola, we're constantly innovating to help advertisers improve performance. What started as a single, semi-automated bidding tool — SmartBid — has now grown into a portfolio of bidding solutions for optimizing results across the funnel. Specifically, we're ready to shift the conversation away from just chasing easy traffic and decent CPCs, and make it more about the bottom line: driving conversions and performance. Because, for most advertisers, delivering performance results is more important than ever. Especially in tough economic times, brands need to know that their campaign budgets are driving conversions and revenue. That is, they need to be sure that even after people click, they'll continue engaging on-site and moving through the funnel. That's why Taboola is launching Maximize Conversions: a performance-focused bidding strategy designed to help native advertisers do more with their budgets. “Our Maximize Conversions campaigns are the clear winners!" said Michael Cadenas, Growth Marketing Manager at Babbel. "They consistently deliver outstanding results allowing us to maximize our budgets while achieving impressive CPAs. Not only that, but these campaigns are also driving the highest ROAS for us at the moment." ## Stop Manually Adjusting CPCs Until now, the native ad bidding process has turned into a complex web of manual adjustments; largely due to the volume and range of publishers we partner with. A winning CPC on MSN, for instance, might be very different to a winning CPC for a publisher's app, such as Weatherbug. That's where Maximize Conversions can help. With this tool, advertisers no longer have to think about their CPC. Instead, they just insert their budget, and Taboola's algorithm will automate the CPC bid to drive as many conversations as possible. The more conversions it drives, the lower the CPA — and the easier it is to meet your bottom line. "We have experienced a remarkable boost in stability and performance with Maximize Conversions, surpassing our expectations," said Lieke Verberne, Marketing Lead at Audibene GmbH. "A notable difference being the significant reduction in manual work required compared to our previous methods. We're looking forward to shifting more campaigns to gain more stability and decrease manual work." Just imagine the time that advertisers can save by automating bids for performance. Without having to check in on their CPCs, they can spend more time on strategy and creative optimizations to take their campaigns to the next level. Also, they can open up more opportunities to scale their native campaigns across the open web. ## Start Automating Performance Results at Scale The advertising landscape is more unpredictable than ever. In just the past few years, we've experienced a pandemic, supply chain shortages, and threats of recession. Even — or especially — with all of these major shifts , advertisers should be able to drive reliable and predictable performance from their campaigns. Whether you want to generate sales, leads, or app installs — you need to be sure that your bidding strategy aligns with your goals. Now, if your goal is to increase conversion volume and drive more than just clicks, Maximize Conversions can be your default bidding strategy. Basically, the algorithm will do the legwork for you, helping you generate as many conversions as your budget allows — and scale your reach across the open web. ### Drive Conversions at a Cost Point You Control Going further, advertisers also have the option of setting a target CPA (tCPA) to their Maximize Conversions campaign. So, say you want to drive conversions but at a specific cost point you control. The algorithm will automatically adjust your bids to deliver results within that target cost. A retailer, for example, might set a tCPA to maintain a steady flow of sales while staying profitable during a slow season. "Our goal is to acquire new subscribers within a specific CPA target, and we found a winning formula with Taboola's Maximize Conversions strategy with a set target CPA," Said Anastasia Trifunovic, Senior Performance Marketing Executive at Secret Escapes. “Our outcome? An impressive 64% reduction in CPA, surpassing our own expectations and comfortably landing us well below our CPA target." ## Navigate the Future of Bidding with Confidence At Taboola, we're just getting started. As the advertising landscape continues to evolve, we'll be launching new tools and features to help you enhance performance results and make the most of your campaigns. Up next, we'll launch our Maximize Revenue feature, empowering advertisers to drive sales at their target costs. So our full suite of automated bidding tools will include: - Enhanced CPC — maximize conversion rates based on a given cost per click - Maximize Conversions (with optional Target CPA) — maximize performance based on your set budget or target cost - Maximize Revenue (with optional Target ROAS) — soon to come We're excited to help advertisers bid more confidently and effectively, so they can keep generating performance without breaking the bank. Discover your potential performance on Taboola with Maximize Conversions. --- ### Generative AI and Newsrooms: Tips and Best Practices for How Publishers Can Use Transformative Tech URL: https://www.taboola.com/taboola-updates/generative-ai-for-publishers/ Last Modified: 2025-01-20 12:32:51 Generative AI is proving to be a Rorschach test for publishers globally. Some editors stare at the inkblot and see an existential threat or a parasite that's attached itself to their journalism. While others see incredible possibilities, with generative AI products used to automate onerous – even impossible – tasks or to create hyper-personalized content at scale. There are certainly elements of truth in each perspective, but the reality of generative AI is neither subjective nor open to interpretation. ChatGPT, Dall-E, Bard and their kin aren't another “bright, shiny thing" easily discounted and ignored. They're extremely powerful tools in their infancy. Generative AI has the potential to be transformative to many industries, changing how we work in the classroom, the courtroom and, yes, even the newsroom. In a recently released Adobe workforce survey, 92% of respondents say AI is having a “positive impact on their work" and more than one-quarter (26%) call AI a “miracle." With the right prompts and guidelines, generative AI can excel at tasks like summarization, content optimization and transformation between content types. Because generative AI understands language syntax so well, the results are surprisingly good at turning a longform news article into a podcast script or a Twitter thread. And the promise of conversational search and prompt-based data analysis is exciting. In fact, when we at Taboola mapped about four dozen newsroom tasks around discovery, creation, optimization and distribution, we found generative AI had the potential to assist with more than 90% of them. But it's not engineered for every task. As is well documented, generative AI can be unreliable with facts and citations, subject to “hallucinations". This is one of the primary reasons publishers have such different postures toward GenAI — and why it's critical to have a methodical approach to adoption. ## Establishing Rules of Engagement First and foremost, it's important you begin by articulating your company's initial position on the use of GenAI text, images, audio and video. You have a social media handbook detailing what you allow and don't. Generative AI requires the same care. What will you use generative AI for? Where will it never be used? Be specific, for both internal and external audiences. For example, maybe you will allow generative AI images – but only on tech or medical articles to illustrate complex and theoretical concepts. And remember, this won't be carved in stone. The technology is quickly evolving, so be prepared to reevaluate your position and guidelines periodically. Insider, for example, published a letter from the editor detailing its position on AI, taking an approach leaning into experimentation and innovation. “I've spent many hours working with ChatGPT, and I can already tell having access to it is going to make me a better global editor-in-chief for Insider," Nicholas Carlson said in a memo. “My takeaway after a fair amount of experimentation with ChatGPT is that generative AI can make all of you better editors, reporters, and producers, too." The Guardian published a similar memo, but took a more cautious stance. “When we use genAI, we will focus on situations where it can improve the quality of our work, for example by helping journalists interrogate large data sets, assisting colleagues through corrections or suggestions, creating ideas for marketing campaigns, or reducing the bureaucracy of time-consuming business processes." The New York Times was even more conservative, with Executive Editor Joe Kahn saying at the recent World News Media Congress in Taipei that the paper is “eager experimenters but extremely cautious in what we would be willing to present as a finished product to our readers." In all cases, both employees and readers know what to expect. One of the most common provisions for newsroom use of generative AI is external transparency. If an article or video is created or augmented by AI, it's labeled as such. The Associated Press for years has relied on data-to-text AI to create short templated articles based on structured data like earnings reports. In all cases, they contain a tagline detailing its provenance and original source: “This story was generated by Automated Insights (http://automatedinsights.com/ap) using data from Zacks Investment Research. Access a Zacks stock report on ATRC at https://www.zacks.com/ap/ATRC." U.S. broadcast network Tegna, in an email newsletter, includes a disclaimer on generative AI assistance: “The subject of this email and all text below were written by GPT." Messages like these can help set reader expectations and maintain trust, while attempting to provide a layer of insulation against errors. A few publishers like the Washington Post have taken AI transparency so far that they are labeling non-algorithmically recommended areas as “hand curated" or “picked by editors." The News/Media Alliance guidance for AI also calls for full disclosure: “Generative outputs should include clear and prominent attributions in a way that identifies to users the original sources of the output and encourages users to easily and directly navigate to those products, as well as to let them know when content is generated by GAI." Another common guardrail publishers are attaching to the nascent technology is that human review is generally required for any output seen by the public. In a business based on trust and accuracy, tools and workflows should include the opportunity for a validation step to prevent the dissemination of misinformation. Over time, as the technology improves, more end-to-end automation will absolutely be possible. But today, full automation would require some tolerance for risk. ## Setting a Development Roadmap Once you've established your framework for engagement with generative AI, the next step is to experiment with a purpose. Pick a project or two aimed directly at unlocking value or solving a problem in the newsroom. Make sure it has a reasonable development timeline – no XXL T-shirt-sized projects for your first endeavor. You want to get your hands dirty here and understand the boundaries. Next, set very clear and measurable goals. If you are trying to optimize headlines, what's the definition of success? Will you track adoption and usage metrics, like an increase in the number of tests? Or maybe a performance metric like CTR. And where does the product live? If it's yet another browser tab your audience team has to have open, it might face an adoption barrier. And training a newsroom in a new product carries a cost as well beyond development hours or story points. Also make sure whatever product team or innovation squad developing generative AI tools isn't isolated. Bottom-up suggestions on workflow efficiencies come with the benefit that the people doing the work are stakeholders in that new tool's success. One early adopter to AI initiatives is Forbes. The publisher's content management system, Bertie, can recommend article topics to contributors based on their earlier offerings. A politics writer would get suggestions on politics while a tech writer might be spoon-fed ideas from Silicon Valley. It also can suggest headlines and images to reduce production time. Lastly, you aren't in this alone. There's a lot of good work globally being done to help education and support publishers large and small. The Center for Cooperative Media published an excellent guide on prompt usage and use cases for generative AI specifically aimed at publishers. The London School of Economics and Political Science's JournalismAI initiative offers everything from classes to case studies. ## What can generative AI do for me? When we at Taboola approached this question, we started by roughly mapping the end-to-end production workflow in a newsroom. While all newsrooms have different roles, generally the process is the same – you get an idea for something you want to cover, you gather info, you create it, publish, and then you work hard to get an audience to that piece of journalism. Following this progression, we identified many tasks and areas where AI shows promise. ### 1. Discovery tasks How can generative AI help a reporter find what article to write today? There are actually many ways, surprisingly. Gen AI can help with data analysis, source identification, analyzing trending topics and brainstorming/suggesting ideas, like with Forbes. I also can imagine a system where it could even help route news tips/messages. But these tools have obvious limits. Often the most powerful articles, the ones with impact, require human intelligence and a journalist's intuition. Generative AI won't directly help with source development, building that one-on-one rapport with individuals, even though it might help you find them. ### 2. Creation tasks Here's where generative AI and conditional AI have great potential but also very clear limits. AI can help with creating articles from structured data, transcribing notes, researching topics, editing to style, packaging content, transforming content into alternative story forms and smartly sharing content across networks. With oversight and fact checking, I've also seen generative AI help with research and create compelling data visualizations. But generative AI can't take photos or video from a protest scene or conduct interviews with demonstrators. Again, there's no replacing boots on the ground. ### 3. Optimization/delivery tasks We found this is perhaps the richest area for workflow efficiency. Generative AI can help with translating content, SEO/SEM, optimizing headlines, social shares, browser and native app alerts, email alerts and newsletters, content curation and real time data analysis. If you take a solution-based approach, you found many areas where generative AI can help a newsroom, suggesting related links or headline options, hopefully freeing up reporters to do impactful work and not commoditized tasks. ## What happens next? Really, even if your newsroom does nothing with generative AI, the world is changing around you. Google's Search Generative Experience (SGE) is very much a work in progress, but even with recent changes highlighting more sources, it will likely prove to reduce referral traffic. How impactful is that? In a new Taboola survey of 3,700 sites live from 2019, Google in the first half of 2023 accounted for 34% of all referral sessions. For many individual publishers, Google can account for half or more of all referrals. Any search erosion means a significant audience hit. Specifically, we believe utility searches – ones related to getting an answer to a specific question – likely will drop first and fastest. Questions like “when is the World Cup?", “what's my horoscope?" or “Sydney travel destinations" will be answered without a click. Searches related to brands, authors and breaking news events should be more durable. E-commerce and affiliate links tied to search performance may erode, as questions like “what's the best blender?" could be aggregated and shown without needing to visit a site. However, Google Bard currently excludes medical, legal and financial advice, so those verticals may represent a longer-term opportunity. You also probably won't be able offset search loss by using generative AI to create content at scale. By definition, Google says AI-created content is spam and would result in demotion or removal. In addition to search challenges, subscription-focused publishers also are likely to see headwinds. First, search traffic reliably converts, far ahead of social, for example. So any decrease in search will have impact. Second, SGE/GenAI interfaces isolate information from its source, reducing brand trust and affinity. The world may be less aware where that information came from and, long term, but less aware of how valuable you are as a publisher. ## What does Taboola recommend? First, experiment with using generative AI, whether you develop it yourself or use any of the thousands of tools available. This is transformational technology that isn't going away. Use it to make the jobs of journalists easier, freeing them up from mundane tasks. Also, have some fun with it. See what it can do. Second, some search traffic loss is inevitable, probably not in 2023 but soon. Prepare yourself by performing a risk analysis of what would happen if SGE-vulnerable search went away. Because it might. Lastly, become a destination site. Be a source of credibility in a world of chaotic content. Publishers that are able to maintain and grow direct relationships with readers and viewers will see greater success. Use and build tools that zero the distance between you and your audience. And that's advice that's as good today as it will be a decade from now. --- ### Taboola Launches Generative AI Solution to Revolutionize Ad Creation URL: https://www.taboola.com/taboola-updates/generative-ai-ad-creation/ Last Modified: 2025-01-14 14:36:40 Taboola is bringing the power of Generative AI to advertisers across our network — revolutionizing how they create personalized ads. While we launched a beta version of this AI technology in February, we're now inviting all partners who advertise in English to experiment with this new solution. Basically, we're taking cutting-edge AI tools like ChatGPT & Stable Diffusion and pairing them with Taboola's extensive know-how — including our data-backed best practices, tone of voice, dynamic keywords, and content policies — to help brands build better ads. With our suite of cutting-edge solutions, advertisers can automatically generate optimized headlines, descriptions, and images that are actually designed to drive performance. The goal is to create more efficient and effective ads at scale while saving valuable time and resources. As a global leader in powering recommendations for the open web, Taboola already helps more than 15,000 advertisers reach over 500 million daily active users across the world's top publisher sites. Now, we're making it even easier to help advertisers take their campaigns to the next level with Generative AI. Here's how. ## Generate Multiple, Optimized Ad Creatives in a Snap Taboola's Generative AI tools are designed to help advertisers quickly create multiple ad variations using natural language processing and machine learning. How does it work? It's pretty simple: Advertisers can query the Generative AI tool about their needs and then choose or edit the creative content that works best for their campaigns. For example, an advertiser might submit this query for ad headlines and descriptions: The Generative AI tool will then supply multiple headlines & description suggestions in just seconds, like this: Pro Tip: You can also use the “rephrase" button to rephrase existing headlines! Advertisers can also easily generate images based on a simple text or image prompt, like this: Text to Image: Image to Image: The tool can then generate a selection of brand-new images completely created by AI technology. Pro tip: Use image prompt helpers to access advanced features like camera focus, color adjustments, and lighting control. These additions help guide image prompts and create captivating visuals that significantly contribute to ad success. ## Build More Affordable, Efficient, and Engaging Ads The results aren't just quick; they're also high-quality and effective. In fact, the biggest benefits of using Taboola's Generative AI tools include: - Affordable creatives. Generative AI can suggest unique images and headlines — not stock creatives — in seconds, reducing your need for in-house resources and spending. - Efficient processes. Access Generative AI tools directly within the Taboola Ads platform, saving you valuable time. At Taboola, we recommend testing 5-10 new creatives every 2-3 weeks to scale performance. These new solutions can cut down hours spent devising ad variations, so you can get back to building new strategies, optimizing campaigns, and reaching your business goals. - High-quality content. Ads are created based on data from tens of billions of engagements across Taboola's network. Meaning, the AI tool can suggest creatives that already align with our best practices and are most likely to drive conversions. Our content policy is also built into our AI models, so ads are more likely to meet Taboola's CRT requirements and be approved quickly. - Enhanced personalization. Generative AI will ultimately allow us to tailor ads to each individual. Because it's not just about matching the right product to the right person. It's also about finding the right words, imagery, and style that appeal to each customer, resulting in more engaging ads. - Increased performance. Keep churning out new, optimized ad variations in a breeze, decreasing ad fatigue and increasing campaign performance on Taboola. ## Leading the New Generation of Generative AI Generative AI is taking the marketing world by storm. While it may not replace full-time copywriters and creatives, it does have the power to revolutionize ad processes and improve performance at scale. That's why we're excited to be part of leading this new world of Generative AI. And, as always, we look forward to helping our advertisers take their campaigns to the next level with cutting-edge technology. --- ### Taboola & Yahoo Share Joint Vision at NYC Investor Event URL: https://www.taboola.com/taboola-updates/yahoo-investor-event/ Last Modified: 2025-04-06 10:55:55 Not long ago Taboola announced our transformative, 30-year partnership with Yahoo. Earlier this month we hosted an investor event in our NYC office to share more information about our joint vision, our rollout plan and the financial benefit we expect. https://youtu.be/W9Sn0rt7idM Adam Singolda, our Founder & CEO, kicked off the day with the story of Taboola and its mission to power recommendations in the open web. Adam spoke about some of the challenges advertisers face as they try to reach audiences at scale on the open web, which is still highly fragmented. It is easy to buy search through Google, and easy to buy social through Meta, but Adam asked the audience, “Imagine I gave you $10 to spend on dozens of ad tech companies in the open web, each with their own dashboard, ad formats, process - it's really hard." The partnership with Yahoo makes Taboola the largest native advertising platform and an easy choice for brands side by side in revenue to companies like Snap, Pinterest, Twitter and others. Adam then discussed additional opportunities that could double or triple the value of the partnership, from developing innovative ad formats and experiences, building unique contextual segments for targeting, leveraging Taboola's header bidding technology, and driving e-commerce revenue through high intent data. Adam ended his session by saying that assuming the Yahoo integration is fully live in mid 2024, we expect to generate $200M+ EBITDA and $100M+ Free Cash Flow in 2024. In a panel hosted by Monica Mijaleski, Yahoo's CFO and board member at Taboola, Adam and Jim Lanzone, Yahoo's CEO, talked about the benefits of this partnership for advertisers, publishers, and investors. They also discussed their growth strategies for Taboola and Yahoo, with Adam believing that Taboola can double Yahoo's native advertising business to $2B through new user experiences, optimization, AB testing, innovating formats, and investing in contextual advertising and e-commerce. In the next session, Eldad Maniv, Taboola's President & COO, discussed the integration of Yahoo into Taboola's ecosystem. Eldad started by saying he has been with Taboola more than a decade, and he is personally leading the integration project. Eldad noted that we're executing the integration while maintaining a critical balance between the demand and the supply. This is critical to the success of the partnership as there are thousands of existing Yahoo clients that are spending nearly $1B a year, and it's imperative to continue to see success during migration to Taboola. The integration involves a collection of projects, including tech, advertisers, supply, and people, with each focus area having mission-critical projects. He emphasized the need for feature and format parity, data access, reporting, policy alignment, and hitting performance goals for advertisers. Eldad also mentioned the need to optimize placements and provide insights and support staff to double the size of the business and gain efficiencies. Eldad concluded his session saying there's a lot of work to be done on multiple fronts, but we have a clear path forward and the team in place is ready to execute and get this transformative partnership launched. Steve Walker, Taboola's CFO, presented an overview of the four phases of the integration project, detailing when revenue and costs are expected to begin. The phases are Close & Plan, Build & Test, Ramp & Transition, and Optimize & Grow. Steve stated that the partnership with Yahoo is financially transformative. We plan an incremental investment of $30M in 2023 as we execute the integration and staff the teams. The payback will be highly accretive, we expect to generate $1B in revenue, $150M in AEBITDA and $80M Free Cash Flow annually, and that does not take into account additional growth initiatives that we will be launching. ###### DISCLAIMER – FORWARD-LOOKING STATEMENTS ###### CERTAIN STATEMENTS IN THIS COMMUNICATION ARE FORWARD-LOOKING STATEMENTS. FORWARD-LOOKING STATEMENTS GENERALLY RELATE TO FUTURE EVENTS, INCLUDING TABOOLA.COM LTD.'S (THE “COMPANY'S") EXPECTATIONS FOR THE PROPOSED TRANSACTIONS DESCRIBED IN THIS COMMUNICATION AND FUTURE FINANCIAL OR OPERATING PERFORMANCE OF THE COMPANY.IN SOME CASES, YOU CAN IDENTIFY FORWARD-LOOKING STATEMENTS BY TERMINOLOGY SUCH AS “MAY", “SHOULD", “EXPECT", “INTEND", “WILL", “ESTIMATE", “ANTICIPATE", “BELIEVE", “PREDICT", “POTENTIAL" OR “CONTINUE", OR THE NEGATIVES OF THESE TERMS OR VARIATIONS OF THEM OR SIMILAR TERMINOLOGY. SUCH FORWARD-LOOKING STATEMENTS ARE SUBJECT TO RISKS, UNCERTAINTIES, AND OTHER FACTORS WHICH COULD CAUSE ACTUAL RESULTS TO DIFFER MATERIALLY FROM THOSE EXPRESSED OR IMPLIED BY SUCH FORWARD LOOKING STATEMENTS. EXAMPLES OF SUCH FORWARD-LOOKING STATEMENTS INCLUDE, BUT ARE NOT LIMITED TO, PROJECTIONS OR ESTIMATES REGARDING THE COMPANY'S FUTURE FINANCIAL OR OPERATING PERFORMANCE AND POTENTIAL CONTRIBUTIONS AND IMPACTS THE PROPOSED TRANSACTIONS MAY HAVE ON THE COMPANY'S FUTURE FINANCIAL OR OPERATING PERFORMANCE, INCLUDING THE POTENTIAL REVENUE GENERATION OF $1 BILLION PER YEAR.THESE FORWARD-LOOKING STATEMENTS ARE BASED UPON ESTIMATES AND ASSUMPTIONS THAT, WHILE CONSIDERED REASONABLE BY THE COMPANY AND ITS MANAGEMENT, ARE INHERENTLY UNCERTAIN. UNCERTAINTIES AND RISK FACTORS THAT COULD AFFECT THE COMPANY'S FUTURE PERFORMANCE AND CAUSE RESULTS TO DIFFER FROM THE FORWARD-LOOKING STATEMENTS IN THIS COMMUNICATION, BUT ARE NOT LIMITED TO: THE ABILITY TO OBTAIN THE REQUIRED APPROVALS TO CONSUMMATE THE TRANSACTION, INCLUDING SHAREHOLDER, REGULATORY OR OTHER APPROVALS AND THE TIMING, COSTS OR OTHER ACTIONS THAT MAY BE REQUIRED TO OBTAIN SUCH APPROVALS; THE COMPANY'S ABILITY TO TRANSITION TO AND FULLY LAUNCH THE NATIVE ADVERTISING SERVICE FOR COLLEGE TOP HOLDINGS, INC., A DELAWARE CORPORATION, AND YAHOO ADTECH JV, LLC, A DELAWARE LIMITED LIABILITY COMPANY (THE “YAHOO PARTIES") ON THE CURRENTLY ANTICIPATED SCHEDULE OR AT ALL; MARKET ACCEPTANCE OF THE NEW SERVICE AND THE COMPANY'S ABILITY TO ATTRACT NEW OR EXISTING YAHOO ADVERTISERS TO THE NEW SERVICE; RISKS THAT EXISTING YAHOO ADVERTISERS MAY TERMINATE THEIR CONTRACTS AS A RESULT OF THE PROPOSED TRANSACTIONS AND NOT MIGRATE TO THE COMPANY'S SERVICE; THE ABILITY TO GENERATE $1 BILLION IN ANNUAL REVENUE FROM THE TRANSACTION, WHICH DEPENDS ON, AMONG OTHER THINGS, FULL RAMP UP OF THE PARTNERSHIP, IMPROVED YIELDS FOR YAHOO DUE TO THE APPLICATION OF TABOOLA TECHNOLOGY AND DATA, IMPROVED YIELDS FOR TABOOLA DUE TO INCREASED ADVERTISER DEMAND FROM YAHOO AND ADDITIONAL DATA, AND NORMAL ECONOMIC CONDITIONS; COSTS RELATED TO THE INTRODUCTION AND OPERATION OF THE NEW SERVICE; THE TIMING AND AMOUNT OF ANY MARGIN, PROFITABILITY, CASH FLOW OR OTHER FINANCIAL CONTRIBUTIONS OF THE NEW SERVICE; THE RISK THAT THE NEW SERVICE RESULTS IN A DECLINE IN THE COMPANY'S FINANCIAL PERFORMANCE DURING THE PREPARATION AND ROLL OUT OF THE NEW SERVICE AND BEYOND; THE 30-YEAR TERM AS AN EXCLUSIVE NATIVE PUBLISHER PARTNER WITH THE YAHOO PARTIES, WHICH CAN BE SUBJECT TO EARLY TERMINATION IN ACCORDANCE WITH THE GOVERNING AGREEMENTS AND/OR APPLICABLE LAW; ABILITY TO ACHIEVE THE INCREASE IN REVENUE, ADJUSTED EBITDA, EX-TAC AND FREE CASH FLOW TO THE LEVELS ASSUMED IN THIS COMMUNICATION OR AT ALL; ABILITY TO TRANSFORM THE COMPANY INTO AN ALTERNATIVE TO THE WALLED GARDENS IN THE OPEN WEB; ABILITY TO EXPAND BEYOND TRADITIONAL ADVERTISING TO INCLUDE ADDITIONAL VALUE-ADDED SERVICES TO CREATE FUTURE GROWTH; EXPECTATIONS REGARDING THE IMPACT OF THE PROPOSED TRANSACTION MATERIALIZING IN H2 2023 AND CONTINUING INTO 2024, WHICH MATERIALLY DEPENDS ON THE TIME OF THE TRANSACTION CLOSING, WHICH MAY BE OUT OF OUR CONTROL, AND THE DEGREE TO WHICH OUR ONBOARDING AND RAMP UP ARE SUCCESSFUL; THE INTENSE COMPETITION IN THE DIGITAL ADVERTISING SPACE, INCLUDING WITH COMPETITORS WHO HAVE SIGNIFICANTLY MORE RESOURCES; ABILITY TO GROW AND SCALE THE COMPANY'S AD AND CONTENT PLATFORM THROUGH NEW RELATIONSHIPS WITH ADVERTISERS; ABILITY TO MAINTAIN RELATIONSHIPS WITH CURRENT ADVERTISER PARTNERS; ABILITY TO MAKE CONTINUED INVESTMENTS IN THE COMPANY'S AI-POWERED TECHNOLOGY PLATFORM; THE NEED TO ATTRACT, TRAIN AND RETAIN HIGHLY-SKILLED TECHNICAL WORKFORCE TO SUPPORT THE PROPOSED TRANSACTIONS; CHANGES IN THE REGULATION OF, OR MARKET PRACTICE WITH RESPECT TO, “THIRD PARTY COOKIES" AND ITS IMPACT ON DIGITAL ADVERTISING; CONTINUED ENGAGEMENT BY USERS WHO INTERACT WITH THE COMPANY'S PLATFORM ON VARIOUS DIGITAL PROPERTIES; THE IMPACT OF THE COVID-19 OR OTHER POSSIBLE FUTURE PANDEMICS; CHANGES IN LAWS AND REGULATIONS RELATED TO PRIVACY, DATA PROTECTION, ADVERTISING REGULATION, COMPETITION AND OTHER AREAS RELATED TO DIGITAL ADVERTISING; ABILITY TO ENFORCE, PROTECT AND MAINTAIN INTELLECTUAL PROPERTY RIGHTS; AND RISKS RELATED TO THE FACT THAT THE COMPANY IS INCORPORATED IN ISRAEL AND GOVERNED BY ISRAELI LAW; AND OTHER RISKS AND UNCERTAINTIES SET FORTH IN THE COMPANY'S ANNUAL REPORT ON FORM 20-F FOR THE YEAR ENDED DECEMBER 31, 2021 UNDER ITEM 3.D. “INFORMATION ABOUT THE COMPANY – RISK FACTORS" AND IN THE COMPANY'S SUBSEQUENT FILINGS WITH THE SECURITIES AND EXCHANGE COMMISSION.NOTHING IN THIS COMMUNICATION SHOULD BE REGARDED AS A REPRESENTATION BY ANY PERSON THAT THE FORWARD-LOOKING STATEMENTS SET FORTH HEREIN WILL BE ACHIEVED OR THAT ANY OF THE CONTEMPLATED RESULTS OF SUCH FORWARD-LOOKING STATEMENTS WILL BE ACHIEVED. YOU SHOULD NOT PLACE UNDUE RELIANCE ON THESE FORWARD-LOOKING STATEMENTS, WHICH SPEAK ONLY AS OF THE DATE THEY WERE MADE. THE COMPANY UNDERTAKES NO DUTY TO UPDATE THESE FORWARD-LOOKING STATEMENTS EXCEPT AS MAY BE REQUIRED BY LAW. --- ### Behind Media Minds Video Series: Zeta Global's David Steinberg Gives His Take on The Marketing Industry's Future URL: https://www.taboola.com/taboola-updates/zeta-global-david-steinberg/ Last Modified: 2025-01-14 14:36:40 Times are changing, and the advertising ecosystem is being shaken up. Brands that relied on the third-party cookie and Apple's IDFA for attribution now have to rethink their approaches. A tough economy is forcing marketers to find ways to achieve the same results with smaller budgets while publishers are struggling to differentiate themselves as competition ramps up. If you feel the future looks bleak, or you're unsure which path to go down, fear not because this episode of Behind Media Minds reveals some exciting changes and many opportunities! Our CEO and Founder, Adam Singolda, met up with serial entrepreneur, Founder and CEO of Zeta Global, David Steinberg, to get his take on the industry's future. During their chat, the two discuss how Zeta is evolving to meet customer needs, the growing interest in CTV, and the importance of helping marketers create attribution models tied to their goals. They talk about how e-commerce has evolved and where it's going, why personalization is here to stay, and of course, TikTok. David also offers his thoughts on Web 3.0 and why he thinks his version, Web 2.5, is a better compromise. There are so many great insights in this video. Grab a coffee and get ready to take notes! https://youtu.be/vgc6a4EGsRM Adam: David, this is so much fun! Rarely in life do you get to do amazing things at work with people you love, and we're such good friends. Before I'm going to let you introduce yourself, I just want to tell a personal story, if I may. So, I moved to America 13 years ago. In many ways, this is our, my bar mitzvah session, you know, because I'm 13 years in this country. But just upon my arrival, we were introduced by a mutual friend. David: Yep. Adam: So you were very kind because after spending time with me, you emailed me late at night, and you said, you asked me if I want to join you for the Masters, and I, you know, I grew up in Israel. I didn't really play golf ever, so I searched 'what is the Masters' and I saw it's golf, so I figured you were inviting me to play golf with you, and I replied, "Sorry man, I don't really play golf." David: Like, I said, "I don't think Tiger needs a playing partner this week." Adam: Exactly. David: It's a great group of people. We're going to have a lot of great food and watch some fun golf outside. Adam: So, this is how we get to know each other. But before, you know, we kick this off, thank you for joining us. Do you want to introduce Zeta, you, and then we'll jump in? David: So, I'm David Steinberg. I'm a serial entrepreneur. I'm a serial entrepreneur for the same reason a lot of us are. I couldn't get a job. So, when I came out of school, I started a company, and sort of seven companies later, here I am. Zeta, which is a data and analytics platform, which helps very large enterprises create, maintain, and monetize customers at a substantially lower cost than they can not using our software and our data. Adam: Zeta Live, which is, I just can't believe you pulled that thing off with the amazing people that are speaking. Three thousand people that are joining. David: Five thousand. Adam: Five thousand. David: Five thousand. Don't cheat us out of that last two thousand people. Adam: So, I don't know how you do that while doing everything else, but do you want to tell us about the event? What happened? How it came to life? David: Well, we originally started Zeta Live a couple of years ago on the hope of starting to build our brand as an organization and to bring thought leaders together with the marketing industry. And, you know, the first year was good. This year I think was just off the charts, and everybody coming together, uh, it was, it was amazing. Adam: You know, I think there's a lot of conversation about e-commerce these days. You know we've been working from home. We're buying online so much more than we used to just going into a store. You actually did e-commerce back in the 90s. I'm curious, from your perspective, what were the biggest changes, you know, over the last 20 to 30 years when you think about just e-commerce then and now? David: Well, when we started my last company, which was focused on the e-commerce distribution of wireless phones, the biggest barrier was convincing people that buying something online was safe. People had a massive fear of using a credit card on the internet. Today, it's ubiquitous, right? It's almost laughable, right because we all know that if somebody were ever to do something, you would be responsible for like 99.9 of the cases. But the other thing that really has changed dramatically is just the speed, right? So you sort of have Moore's law that has really driven sort of e-commerce capabilities to an incredible level. I mean, if you look at page load times, were things we were worried about in 1997 when we founded that company. We were trying to get a page load time to under 30 seconds. I know, it's laughable. Now it's like a mil, a hundredth of a millisecond, whatever it is, but, uh, the speed with which you can operate, the trust which has been instilled in e-commerce transactions, has really changed the game dramatically since when I first got into that game many, many years ago. Adam: Trust is a big word, you know, an important one especially for consumers and younger audiences even more, and I actually think that one of the biggest upsides of e-commerce these days versus back then is that when you need to make a decision to buy something, you know, you gain so much value by going to a review website. If you think of the New York Times Wire Cutter, right, and you know Review.com by USA Today and all these which we had on Zeta last year, right? So, all these websites that invest so much in reviewing products give consumers value that is unbiased, that helps them make those decisions. I mean, trust is such a core piece of consumer behavior these days. David: Yeah, well, consumer discovery is a mission-critical component of the internet. It's why that little company Google tends to work, right, but if you think about it, there's long been opportunities to do discovery and research on the internet. And people have, since the late 90s, done a lot of that. To your point, the leap from research on the internet and purchasing offline to research on the internet and transacting online was a big one. And whether we crossed that in 2000, 2005, 2010, 2020 - I don't know, we've crossed it right. And people look at that as a ubiquitous transaction. Adam: I want to take you back, I don't know, a year and a half, two years. The last two years for everyone, for you, for me, for the industry, it hasn't been easy, from the pandemic times to a recession, inflation, and supply chain. I mean a war in Europe, so much has happened. During that time, you took Zeta public. David: Yeah. Adam: And you know, you've done such an amazing job, you know, doing that. What is the secret to your success? What do you focus on? What can you share from that journey over the last two years specifically? David: Well, that's a very big question. First of all, going public was something that most companies that are private equity backed, at some point, have to consider seriously right because you have your capital structure set up in a way that you've got all these different preferred instruments that have come in. They've all got different timing in them. It's actually a very convenient way to convert your capital structure into a much more simplistic structure. So, you know, we turned down, I'm sure, much like you, multiple offers to sell the company over the years, and we've had a singular vision of really creating everything that a marketer needs in one place, which has helped us to really win in the marketplace because what we see is chief marketing officers want one solution. They don't want 17 different providers to provide data, analytics, activation, CRM. We do all of that in the Zeta marketing platform, but it's also made it a very confusing story because you can't say, "Oh, they're them," or "Oh, they're them." So getting the company public was, uh, was interesting. As a public company, we beat five quarters in a row through the last five quarters. We've raised our guidance five quarters in a row. We did so most recently, uh, on our second quarter, which I'm trying to think about where we are in the cycle. We beat our second quarter handedly this year. We then raised the third quarter and raised the year. The really interesting thing about the Zeta marketing platform is it's so incredibly focused on the efficiency and efficacy of marketing that in a downturn, what we've seen is marketers are looking to spend less money yet generate the same number of customers. Because our entire pitch for years is if you do everything together, you use the data cloud plus the marketing cloud. We can do full attribution modeling. Adam: Right. David: So we're able to lower the average marketer's cost by almost 50 percent per customer acquisition or retention. And in a downturn, we've seen clients scaling up with us, so it's crazy to think that in the second quarter of this year, we grew faster than in all of the quarters prior to it. Adam: Right. David: So, you know, in the last four or five quarters, I can't say ten years ago, but it's been really interesting to see that. Adam: And by the way, it's remarkable to see the performance over the last year, you know, since you went public, especially during those times. And I do hear from so many marketers and agencies and publishers that, especially right now, people want to do want to work with less partners and go deeper with them, which is exactly what you can offer them. I do want to speak about, you know, when you look at the last, another interesting trend and change over the last two years with TikTok. It's amazing TikTok is outbidding Facebook. You know, Facebook is such a phenomenon on its own, and now we're seeing this thing that becomes even bigger capturing more time in our lifetime. You know, it's almost amazing to me to see disruption happening in front of us and what can we learn from that, but I'm curious from your perspective because you do want to provide a 360 kind of view of consumer behavior. How do you take all of those changes into consideration as you work with marketers? So, you know, the social networks, the open web. And you know consumer behavior changes. How do you keep taking all of those singles in to keep making your platform even more valuable to marketers? David: I remember when AOL, Yahoo, and MSN were going to rule the world, right? Never gonna change. And before that, it was, you know, MCI, right? I mean, there's been incumbents that have been undone, and what I would say is the one thing that is consistent about technology is it is going to change. And today, we're seeing a big change. A lot of it came out of Apple's move to eliminate the IDFA, which really hurt the efficacy of platforms that are mobile-focused And TikTok has sat outside of that because TikTok is so focused on Gen Z and Gen Alpha that they're really driving brand and they haven't really focused on return on investment. So, they've really become a bit of a juggernaut just because of the way they're scaling. Because I've been doing this now for 30 years, I made the decision when we founded Zeta to never be fully dependent on any activation methodology. So the Zeta marketing platform is activation agnostic. In fact, if you look at it today, our fastest-growing business is CTV and over-the-top TV. We said last quarter that business grew over 300 percent year-over-year. Adam: Wow. David: And the key to our platform is the Zeta ID - the ability to identify the consumer anywhere using the Zeta ID. And, as you know, we've never used a third-party cookie to identify individuals or build attribution models, and we've never used Apple's IDFA, so as efficacy has become problematic for some organizations, it's benefited others. I think TikTok is one of the beneficiaries. As we look at the landscape, I will tell you that with 100 percent certainty, whatever we think is the juggernaut today will not be the juggernaut in 10 years. There'll be somebody new who will come along, who will be cooler. I don't know if it's going to be real, or if it's going to be the next TikTok, or if it's going to be the next, you know, major platform, whether it's Netflix adding an ad-supported model, Disney plus adding an ad-supported model. Adam: Right. David: It's just going to continue to change. Adam: Changes are happening. I want to keep talking about user behavior because you're seeing so much. I think that what we're seeing, which is interesting to complement what you're saying, is because we see mainly what people read, and that's an interesting proxy for curiosity. David: I think it's a very good proxy. Adam: And so we're seeing, it's interesting, people read less about luxury products. You know, I think especially after the, you know, the crypto generation of the last three years, you know, people are spending less on maybe scarce products of different kinds, but they overread and overspend on what makes them happy. David: Yes. Adam: You know, travel, experience. David: Experience. Adam: Experiences, exactly. David: So, where we continue to see this massive outgrowth from Generation Z is specifically around experiences versus items. You're seeing that really drive consumer behavior. Adam: Another dear topic for both of us, and you know, from your point of view, and how your data cloud gets to see the open web and working with publishers, what are some of the trends you're seeing? What do you think publishers maybe should do that they're yet to be doing? What point of view do you have about the open web and publishers? David: Well, listen. I mean, the open web, which is mission critical to the health of the internet in the long term, continues to be constricted by the walled gardens, right, so they're continuing to sort of drive themselves as differentiated from the open web. One of the beauties of the Zeta marketing platform and Taboola is the ability to help marketers play in the open web and, quite frankly, a more reasonable cost but the same level of intent. But we believe you're going to start to see more haves and have-nots. As the third-party cookie dissipates, I don't actually think we're going to see a 'it's going away,' but as different browsers make it easier and easier for people to be like, "I don't want to be tracked. I don't want to do this," I think it's going to get harder and harder for independent publishers to make a living. And people say to me all the time - they're like, "Wow, this is terrible. People are tracking what I'm doing. I hear you, but would you rather see an ad that's relevant to you, or would you rather see an ad that's totally irrelevant to you with the understanding that if all marketing dollars left the internet, the internet would go away? Just like if all marketing dollars left, you know, linear TV, content couldn't be created. You wouldn't have shows. It wouldn't exist. So, I actually believe this is a positive for the consumer, assuming you're doing it the way we are, which is we're using it to target ads. We're not using it to do other things that could be, you know, considered inappropriate. The larger publishers consolidate. They're going to continue to do better inside of what will become a series of what we're calling gardens, and those gardens might be open web today, but they'll begin to segment. Then you're going to have the long tail, which will sort of play into either native, which will be great for you, or uh, you know, some of the Google products where you're, you know, getting paid per click, but I think you're going to see a series of haves and have-nots in the publishing ecosystem in the years to come. Adam: We talked about privacy just now. Another related topic is brand safety. We see a lot of marketers at times narrow down their inventory for the sake of getting more safety, and at times, they're willing to take more, be more exposed, and take a broader view but gain more scale. How do you think about brand safety versus scale and how to navigate them from Zeta's point of view? David: Yeah, so we, because we identified deterministic individuals, and we always are cross-referencing that with what they're reading, it's sort of very, very naturally built into our platform. That being said, if you look at the internet, there's always sort of this scale versus safety, and it's a mission-critical function. Different brands look at it very, very differently. You know, you'll have a global soft drink brand which is very focused on it, and you'll have a fashion brand that doesn't care, right? They, in fact, think some of that is cool. Adam: Right. David: So, you know, you've got to understand the marketer. You've got to understand what the brand's needs are, and you know, quite frankly, I think you know it's going to be a conversation we have for many, many years to come. Adam: I also think the more companies like Zeta and,Taboola and others you know are spending time helping marketers see the value, create attribution models that they can tie into their goals. You know it helps them be more experimental and try new things. David: We believe that if you're not measuring your marketing, you're wasting it. It's, we really believe that. Advertising ran alongside the content people were consuming. That's how TV started. It's how newspapers started. It's how the internet started. Ultimately, I believe the content a consumer is consuming at that moment is less relevant to the actual intent of that consumer than what our platform could build by looking at a 360 degree of all of their behaviors online and offline, transactions, what they're consuming. And I do believe that platforms like Taboola and Zeta will be leaders in that change. And, if you look at our growth in CTV today, the vast majority of what we're doing in CTV is running deterministic video ads to somebody watching a television show. Adam: That's right. David: Versus an online video ad to a consumer who's consuming it over a web browser. Adam: We're almost at the end of our session, which was because we could have done this for days like you know. There's no limit to how much we can chat about stuff. David: I could just talk to you forever, Adam. Adam: Me as well, but so I want to ask one last question before I move to sort of my rapid kind of like a finishing question. So, you just recently, I read, you recently announced an AWS integration. I believe that's the first marketing platform in that environment. What can you tell us that's interesting? Why did you do it? What can people expect? David: Well, first of all, anytime you can partner with a platform that's the scale of AWS, I mean, it's going to be mission-critical to us. We've actually been partners with Snowflake for quite some time, focused on clean rooms and data rooms, and they have been just such an incredible partner for us. Adding AWS and the credibility of being the first marketing cloud in the AWS platform as a native platform was a pretty big honor for us, and it's allowed us to integrate into other large Enterprises faster. So where the client has Snowflake, we're able to really integrate; where the client has AWS, we're able to really integrate. And I think one of the things that's consistently lost about Zeta is that the vast majority of our revenue is software-based, so what we're doing is we're trying to do these very large software integrations, and we're coming in through an RFP process. It's very, very helpful to be partners with platforms like AWS and Snowflake. Adam: This is fun. Like we said, we just had Zeta Live. We've seen some of the most interesting and provocative people speak on stage. I'm curious. As you're thinking about the future, also on the back of what we just learned at the event, what do you think are going to be the biggest bets we might have? Is it a metaverse? NFTs? Something else? A mix of things? What's the future look like? David: All right, so some very evident things came out of it. That's right. First and foremost, I think this sort of move from linear and analog marketing to digital is not just going to continue, it's going to accelerate. There's this narrative that, you know, we have this big leap because of COVID, and now we're going to go back. We're not because attribution to marketing is becoming table stakes to marketers. And they just really care about it too much to go back to linear, where they're sort of guessing right. Two - the blockchain is going to massively change the world, whether that's through NFTs, tokens cryptocurrency, I'm not sure we know yet. The ability to build providence from the beginning to the end of a transaction, in my opinion, is going to be game-changing to everything from the internet to real estate, right? So, when you look at that, you're going to have just like sort of web 1.0. You're going to have massive winners and massive losers. What we talked about at the conference and Fred Wilson and I did a great, great panel on sort of moving on from Web 2.0. and Fred talked about web 3.0, and I talked about what I think is the future which is web 2.5. And you know, I sort of coined that term around the concept of, I think, there's a middle ground, right? So, if web 2.0 is large enterprises own everything, and web 3.0 is the consumer owns everything, I think the blend is in the middle. If you're any level of creator, you're going to begin to participate in the marketing revenue of all of the big Web 2.0 companies today. I think they're going to move in that direction. You're seeing it with the top of the top. You're already seeing it you know Instagram's rolling out an e-commerce capability where they can participate. YouTube pays out more money to creators than probably anybody, right? So if you look at where that's going, I think that web 2.5 is going to be the differentiator. Adam: Thank you so much for doing this. I look forward to the next one we'll have talking about the future. Until then, wine and cigars. David: Adam, I love being with you. --- ### Behind Media Minds Video Series: The Weather Company's Sheri Bachstein Discusses the Brand's Challenges, Successes and Evolution URL: https://www.taboola.com/taboola-updates/weather-channel-sheri-bachstein-interview/ Last Modified: 2025-01-14 14:36:40 Running a publishing business is nothing short of a juggling act. Publishers need to strike a delicate balance between providing personalization while respecting user privacy, finding monetization opportunities without alienating audiences, and using data to better serve both users and advertisers. Our CEO and Founder, Adam Singolda, recently sat down with The Weather Company's CEO, Sheri Bachstein, to learn how her influence and direction helped the company transition from a weather website into a global content brand that engages hundreds of millions of users across multiple platforms and touchpoints. As the conversation unfolds, Sheri discusses practical strategies The Weather Company implemented to engage different audiences, diversify its revenue stream, and address privacy concerns. She talks about the innovative ways the company uses data to tell stories, make editorial decisions and empower advertisers. Toward the end of the chat, Sheri discusses why every business should strive to be value or mission-based and an exciting initiative she's leading to mitigate advertising bias. It's an insightful conversation you don't want to miss! Watch the video below. https://youtu.be/BxAH35wDNXA Adam: Good morning, Sheri. Sheri: Hi. How are you? It's good to see you. Adam: It's great to see you. You know, we just had breakfast, and I guess we've realized that we know each other for almost a decade. Sheri: I know. It's been a long time. Adam: We're true, you know, OG, you know, industry veterans doing the work. Sheri: Yeah. Adam: When, you know, when you and I met, you were running product for The Weather Company. Now you're the CEO. Now it's part of IBM. And you know, The Weather Company, it's such an interesting moment in time because you have hundreds of millions of people who look for your advice as to what to wear to work, what should they do. They talk to you before they go to TikTok and Instagram. Sheri, you run the world. Sheri: Well, I don't know about that, but I do think what we do is important. And you're right, you know. People wake up with us in the morning; they go to bed with us at night. Adam: And I'm very happy that you agreed to join us so thanks. Sheri: Yeah. Adam: So, I guess, you know, one thing I thought can be interesting to kick off is that if you're a founder or an executive anywhere around the world, you know that doing anything that's more than one thing really well is really hard. You know focus is difficult, and to do even one thing really well is difficult. To do two things is uniquely hard. And you had the challenge of picking up a business that is around the weather and building around that a global successful content business. So, I'm curious to know, what was that journey for you? How do you like to do the weather but also have the content strategy? What can you share about those two things? Sheri: So, what's interesting about weather is that you start out, and it's just a bunch of data points, right? And then what we really realized is weather's a story right, and everyone likes to see a story a little bit differently. Some people like to see a story through a map; some people want to see story through a video; some people want to see that person telling them what the weather is right that you see on television. Same for digital. So that's really our focus. It's like we are storytellers. We're telling you not only what the weather's going to be but what could that mean to you. And so that's how we kind of expanded, you know, the business, and it's been great. You know, people, not every user is interested in the content, and that's OK. Sometimes you don't have time for it; you're getting up in the morning, and you just need to know what you need to know to get ready. And then sometimes, you know, different parts of the day, you have more time just like, you know, you watch videos, you look at content probably more, just like any other site. You know, there's those periods of time that people really want to engage, and sometimes you just don't have the time. Adam: But one thing that's very unique to you is that you have a huge app, loyal user base, right? And then you also have a huge web presence. And maybe they're different people; maybe they're the same. I'm curious, from those moments, speaking about moments, how do you treat these different audiences in a way that feels authentic and relevant to them wherever they may be? Sheri: Yeah, so what I like to say is our business is an additive business, right, because it started with web. Then we have mobile. Now we have smart speakers; now we have center stacks in cars; now we have wearables. And with being a utility, people want the weather on the device that they want it on. And so, it's not like you can stop doing web because you have all these other devices, so you're constantly adding devices to your portfolio. And so, each device has a different function and what people want to see is different, so you really do - you have to pay attention to that. And so, like weather has to be everywhere. So, it's been interesting because we've had to grow the footprint of the business, and then you do have to figure out, you know, what is important for that particular device, for that use case for when someone wants to consume the weather on a smart speaker or other device. Adam: So that means, by the way, you know we spoke about that earlier. You know, people have been speaking about data for the rest of time. For so long, we've been hearing about data, capturing data, what you do with data. You have a lot of data. You meet people at multiple touchpoints during the day. You have hyper-data in neighborhoods and all the way to nationwide. What do you think about the data? How do you use it? How do you empower your organization to make decisions based on data? To make it part of the workflow? To make it useful? Sheri: Well, I think you know collecting data is really just the first step. It's like, what do you do with that data? How do you make it meaningful to your users? You know, the weather data is a very unique dataset. You know it's a very powerful dataset. People make a lot of decisions around weather. Buying patterns, right, weather influences that. Weather influences people's health. So, when you're looking at the data, how do you best give people the information they need to make decisions? And so, now I think with so much technology, with AI, you know, we have the ability to go just from a data point to insights. How do we help this day become more meaningful to people to help them make those decisions? So, we're really moving in that direction. So, you take your first-party data. You take data with the weather, and you can combine that to make some really interesting insights not only for consumers but for our marketers and our advertisers. You know, you think about, you know, different influences weather has on those buying behaviors. And can you inform your marketers so they can better advertise? The business that we're in, it's really important, but again it's not just about the data alone because it's kind of meaningless now. It's like, how do you take that data, how do you combine it with other data to make really meaningful insights? We're doing it through the power of AI, which is great. Adam: I can tell you now, as a public company, I've been asked a lot by investors about privacy, Apple's IDFA, cookies. You know, to some degree, you know, it's almost shocking to believe that social companies have been tracking consumers. I think that freaked out people, and that's why it's become such a huge, you know, point of reference for bigger tech companies to say privacy matters; it's going to be part of our identity. I think you and I, we participate in the open web. We want people to feel safe. We want to use first parties as a source of strength, but we want to keep people comfortable to navigate and be productive on the open web. How does all of this affect you – cookies, IDFA, data privacy? What do you think about that? Sheri: First of all, you realize as an open web publisher that we have a lot of dependencies on a few companies, right? So that, as a leader and the head of the company, makes me very uncomfortable. I want to own my own destiny, right? And so, it's really important that now publishers do that, right? We lessen that dependency on that. And, you know, cookies, they have a benefit, but they tell people what happened in the past. With new technologies, we can tell people what people are doing in real-time and certainly in the future. Add weather to that. We can predict the weather and so that's really important. I'm a huge advocate of consumer privacy. I think it's critically important, and I do think it's something that you know has been overlooked for, for many, many years. And so, I do think that that's important. But the thing that I think is unfortunate is, as an industry, we've let a couple of companies educate our consumers, my consumers, right - they're not their consumers - on what's happening, and I think they've done it with a very scary tactic, right? At the end of the day, I need you to give me a little information. I need you to give me your location if you want the best forecast. I can give you that. In exchange, I'm going to give you some value, and you're going to give me some value about yourself. And that way, we can better have the marketers connect. I think what people don't realize is, as an open web publisher, all the weather data we have, I'm giving to you for free. I'm not asking you to pay for it. You can with a subscription, and we can talk about that, but every web publisher is giving all of this information for free. I'm not a '.org,' right? Somebody's got to pay for the 150 meteorologists that I have, and so I do it through advertising. So, I just need that value exchange in order to keep delivering that data, and that's the part of the story that big tech is not telling when they're telling people, 'Oh, they're tracking you.' I'm not tracking you. I'm just trying to give you the best weather. And so, I think that we've done ourselves a disservice by not educating our own customers. Adam: I completely agree, and I speak about it also a lot. I mean, what's beautiful about the open web is that it's actually the safest, you know, island for consumers to interact, consume information that matters to them. It's contextual. You know what I am reading is a proxy for who I am. To give you enough information by first-party data so that when I come back, I can get more value from you. But you know, so much other stuff has happened, you know, in the industry, and we have to deal with it. Sheri: Well, and you know, people do want personalization, right? They want more content that's personal to them, but I have to know something about you to give you that personalization, right? So again, it's a value exchange, and I think the companies that create that value are going to really be successful in the marketplace. The companies that aren't, those are the things that they have to work on. Adam: And we look a lot, from our perspective at time. People spend, you know, the average person spends 50 minutes a day on Facebook and north of three hours on TikTok. A day! And the average person on the open web reads about one and a half articles. How is that logical, and how do we reverse the attention that people spend with valuable editorial, premium experiences? The open web really matters, and we need that value exchange to create enough value for marketers, for our own business, which leads me to kind of all this trend over the last few years, was kind of making publishers ask themselves, 'how do we diversify our revenue stream so that we don't rely on one thing but take advantage of the data we do have, of the AI we do have, so we can grow as a business?' What have you been doing in that space? Sheri: So, we'd made a decision a few years ago to diversify and start a subscription business, but we did it to give our consumers choice because at the end of the day, there are consumers that don't want to see advertisements. They want to get in and out, especially of weather, and they don't want any friction in the way. They just want to get that information, so we did that with cooperation with our consumers, right? We ask them, 'Would you want to pay for this if we had the option?' And we actually built that business in collaboration with our users and asking those questions and doing that research. But from a business perspective, it's smart, right? If you look at kind of where the economy is right now, you know where we're kind of headed, marketing dollars do you get constrained during this time, and so it's really smart to have that diversification plan. I have another element that's not in my control, and that's the weather, right? So, when it's a beautiful day, people are less likely to check the app, right? They check it once, and that's fine. And so again, finding ways to diversify different forms of monetization, I think, is really important for anybody who, you know, has been traditionally dependent on advertising. Adam: I want to step back and, kind of the last few years, they have not been boring, and it's not boring. I mean, it's not boring for a long time now. We've had the pandemic, inflation, a war in Europe. I mean, it's just privacy. We talked about that - so many things are happening at the same time, and you know we are navigating this water, trying to not only sustain but to thrive during those times. So, I'm curious, how is that affecting you? What advice do you give anyone that's dealing with all these things at once from your point of view? Sheri: So, I think the biggest success around that is your value-based and your mission-based, right? Working for a company that's mission-based has value; our mission has never strayed, right? No matter what's happening around the world, whether there's a war or whether there's, you know, a recession, a pandemic, we've always had the same mission, and we haven't strayed away from it. We're providing people with information. They can make decisions. They can stay safe. And, you know, that's what's really held the company intact. Adam: I know you spent a lot of energy over the last year on bias in advertising. It's a topic that many people have a view on, but you actually talked about it. You made some things available for the company. Tell us about that passion and what you guys are doing about that. Sheri: So, it's funny, you know. We started about a year and a half ago on a journey. It was a research project and, you know, being part of IBM - IBM has done bias in a lot of industries, healthcare, financial mortgages. And they have this amazing technology. We started thinking, 'Hmm. We're in the advertising business. Is there something here with advertising and bias?' So, we started on this research project about a year and a half ago, saying, 'OK, one is their bias and advertising?' I don't think anybody's surprised to say that there is. And two, can we mitigate that bias? And we found that, yes, bias does exist, and we also found that a tool kit that IBM has used, again for all these different industries, we could apply it to advertising. So, we set out to make this tool kit available. It's open source. It's free for anybody to use within the industry. Essentially, it's a set of algorithms to help mitigate bias depending on what you're finding. So, we're partnered with the Ad Council, and we did their campaign around the Covid vaccines. And we found that because AI or segmentation is done by humans, unintentional bias creeps in, right, depending on your team that's creating that. And so, what happens is you wind up leaving out a subset of audience who would be very interested in seeing those campaigns. And so not only does it have a great societal impact and help with that, but it also helps marketers better target people that are interested. We found that, you know, you underserve customers with some of the bias that creeps in. And it's not the bias around the creative. That's not what we're talking about here. It's the bias in the technologies, right? As companies in this industry, we're having to rebuild advertising. Right, with all the privacy and the identifiers going away. As we rebuild, let's build it right. Let's build it with bias mitigation as part of our toolset. And it really does start with the ad tech companies. And then the second thing that we launched was this open-source tool kit. Again, free for anyone to use. We're happy to partner with anybody and show you how to use the tool kit. And the only thing we're asking is to put the information back into the tool kit so everyone else can benefit from it. But I think it's just it's a really important topic that we tackle as an industry, that we mitigate the bias. It helps our society. It helps better serve our consumers. And then it helps, you know, marketers as well. Adam: That's incredible work. And you've been very generous with your time. I've asked you a lot of different questions, so we're towards the end of this, and I have, you know, kind of one or two last questions, if I may. So, one of them is, you know, you run the world. That's how I started. I said, like how do you manage the people that rely on you for their morning advice and their end-of-day advice? You, you know, you're a female CEO. You're very successful. There are many people listening to this, hopefully. I'm curious, what advice would you give to someone listening to this as you're looking for them to be running the world, to progress themselves, to, you know, reinvent themselves in so many new ways? If you could choose one or two things for everyone listening to this, what would that be? Sheri: So, the first thing I would say is it's important to always have a mindset of learning and I've learned from the people that I brought into my organization. I think that bringing in a very diverse group of people is extremely important because you learn so much from them. You help to open up your mindset. And so, it's diversity and thought, diversity of where they grew up, where they're from, what they do. And so, I like, um, you know, to look at people about who they are, not so much what they are. I think that's really, really important, and so yes, I'm a female CEO, but I want you to partner with me for who I am, not what I am, right? I think that's really, really important - based on my values, and based on, you know, how I can benefit you and how we can learn together, how we can grow together. And I think that it's really important for people to get back to that value exchange and the value you can provide. And then the second thing is, I think you just have to be true to yourself, right? And you have to always kind of question, and you know and motivate yourself and find those things that are important to you. You have to have the right balance between work and your personal life and the things that are important to you. Adam: One last question about the future. So, as we imagine The Weather Company, IBM advertising, and all the exciting things you believe we can and should be doing, are we going to see you in the Metaverse? Where else are we going to check the weather and make decisions? What's the future going to look like? Sheri: Yes, so you'll definitely see us in the Metaverse. I think that I'm very enamored by all the new technologies, even the AR and the VR, you know. It's innovation, and that's exciting - exciting for your teams to be building around. So, it'll be interesting to see the journey of the Metaverse. How quickly will it be adopted? But when you start exploring the Metaverse and what you can do there, and we've been working with a, building a strategy around that because you have to have a strategy. There's, there are so many components of it, you know, is it Web3 which we're all going to have to deal with. Is it NFTs? You know, are we doing blockchain? Are we doing crypto? It's like, you could be all over the place, right, so we're spending a lot of time educating ourselves exactly what we want to do, but just like we have mapped the atmosphere in the real world, we want to map the atmosphere in the virtual world, too, right? So that's what we're going to set out to do. It's exciting. But what I will say about the future, just not to get on a serious note, but you know our climate is changing, right? And we're seeing some real oddities in the weather, and it's becoming a little bit more unpredictable for people. And so, what we're going to do is continue to invest in our science and continue to invest in our forecasting. Yes, we're going to play in the Metaverse because I think it's fun; I think it's innovative. I think it's where our advertisers want to be, but more importantly, we're going to continue investing in the weather so we can provide the most accurate forecast so you can make the right decisions. Adam: I'll be there. So, Sheri, thank you so much. A storm chaser, a very successful CEO, The Weather Company, and IBM advertising, a friend. They came together so great. We should have had a toast here, really. Sheri: We should have. Next time. Adam: It just means we're going to have to do it again. Sheri: Yes, definitely. Adam: Thank you for joining us. Sheri: Yes, thanks, Adam. --- ### New Study: Taboola Outperforms Industry Average at Boosting Mid-Funnel KPIs URL: https://www.taboola.com/taboola-updates/taboola-kantar-brand-lift-study/ Last Modified: 2025-01-15 12:06:16 Brand lift studies illustrate the impacts of customers' campaigns on various KPIs, including brand awareness, consideration, brand favorability, and message association. In partnership with Kantar, the world's leading data, insights, and consulting company, brands have the opportunity to see where the rubber meets the road in their Taboola campaigns. Taboola recently performed a meta analysis on data from all brand lift studies conducted in the past 2 years across 11 verticals, including personal finance, tech, oil and gas, travel, fashion, entertainment, and B2B. These brands operate across Europe, Latin America, and the US. Kantar used a pixel, or cookie, to track exposure to Taboola ads among 2 groups: a group that saw the ads (the exposed group), and a group that didn't see them (the control group). During the campaign, all participants completed the same survey through Kantar's platform. Kantar then compared the data and calculated the impact the campaign had on the various KPIs examined, thanks to a match between control and exposed groups where the only discriminator is the exposure to the campaign. The results? Brands who worked with Taboola met critical KPIs across the board consistently — and most often exceeded these KPIs — in comparison to Kantar's verticalized industry benchmarks. Here are a few highlights from Taboola's findings: - Brand favorability lift was 15%, 4x higher than the industry average - Consideration lift was 7%, 1.5x higher than the industry average - Message association lift was 87%, 8x higher than the industry average - Awareness lift was 10%, identical to the industry average Because most of Taboola campaigns include video, we also compared performance to Kantar's video-only campaign benchmarks. Let's take a closer look at how all of these campaigns performed. ## Brand favorability lift was 15%, 4x higher than the industry average Taboola's average brand favorability lift is 15%, while Kantar's average lift for digital campaigns is 4.2% — a 4x lift. And, out of all the studies conducted so far on Taboola, 82% of studies had an above average increase in brand favorability. Source: Kantar and Taboola, 2022 Because most of Taboola's studies include video ads, we also compared the results with Kantar's video-only benchmarks. In this comparison, performance between the two groups was nearly identical at roughly 15% lift. Source: Kantar and Taboola, 2022 Brand favorability is the audience's answer when asked: Describe your overall opinion about the following brand. ## Consideration lift was 7%, 1.5x higher than the industry average Taboola's average consideration lift is 6.7%, while Kantar's average lift for digital campaigns is 4.6%. When compared to video-only Kantar benchmarks of 3.1%, Taboola's campaigns had an even stronger impact with double the lift. Source: Kantar and Taboola, 2022 Source: Kantar and Taboola, 2022 Consideration is the audience's answer when asked: Next time you're looking for , how likely are you to consider the following brand? ## More than 8x lift in message association Message association is the audience's answer when asked: Which of the following brands uses the following message in their advertising? This is a powerful metric because it shows a strong memory and connection to how your brand can benefit them. Taboola's average message association lift is an impressive 87%, while Kantar's average lift for digital campaigns is 10.1%. Taboola remained higher in comparison to Kantar's video-only campaigns too, which clocked in at 15%. Source: Kantar and Taboola, 2022 Source: Kantar and Taboola, 2022 ## Case study: Ancestry looks under the hood of its Taboola campaign success The UK team of genealogy company Ancestry had been working with Taboola, but had never activated a video campaign on the Taboola platform. The company had been exclusively using YouTube. When company leaders voiced their desire to measure their audience's familiarity with the brand, as well as tap into more mid-funnel activities, they decided to run a high-impact placement (HIP) video campaign alongside a brand lift study to measure performance. Taboola's Creative Shop team went to work optimizing the video for awareness, while Taboola matched desired audience profiles through marketplace targeting. Taboola also coordinated with Kantar to ensure the study was planned effectively and delivered accurately. In the end, the campaign exceeded expectations across almost all KPIs. These included a video completion rate (VCR) uplift of 32% and a viewability uplift of 10%, as well as price efficiency. Additionally, most KPIs saw a lift that was above industry average. Taboola performed the strongest across the different platforms, driving the most assisted conversions by a significant margin. The team at Ancestry says: “The success of our familiarity campaign speaks to the fantastic relationship we have with Taboola, and the opportunity within the platform to educate and convert new users." ## Why native advertising is a must-have for today's marketing mix In nearly every critical mid-funnel KPI measured, campaigns utilizing Taboola's native advertising either met or exceeded industry benchmarks. Brands saw big lifts across major measurements of a brand's performance, including brand favorability (4x lift), consideration (1.5x lift), andmessage association (8x lift). In a world where readers demand a more personal, relevant connection to the content they consume and the companies they do business with, native advertising will continue to play a unique and pivotal role in connecting brands and consumers. Ready to see how well your digital campaigns are performing — and exactly where your advertising dollars are going? Speak to your Taboola account manager about whether you're eligible to sign up for a brand lift study. --- ### Yahoo and Taboola Partner for the Next 30 years. Partnership to Generate ~$1B Annual Revenue to Taboola and Reach Nearly 900M Monthly Yahoo Users URL: https://www.taboola.com/taboola-updates/taboola-yahoo-native-partnership/ Last Modified: 2025-06-30 07:36:24 Today is a big day. A big win for the Open Web and a big win for the “good guys.” I can't even begin to tell you how excited I am. We just announced that we signed a long-term, strategic partnership with Yahoo. This is by far our most strategic partnership agreement ever, and in my mind one of the most exciting partnerships in the history of the Internet. Yahoo is an internet hero. We’ve all been fans of them for many years. They’re one of the most trusted, innovative tech and media companies of our era. That’s why nearly 900M people visit Yahoo’s websites and apps every single month, again and again. We are honored that Yahoo chose Taboola because of our superior technology, greater monetization and cultural fit. Taboola is going to power recommendations and native advertising across iconic brands such as Yahoo News, Yahoo Finance, Yahoo Mail, Yahoo Sports, and all of Yahoo’s digital properties. The agreement is for 30 years of strategic partnership and friendship. We’re going to join hands and innovate together, bringing more power to Open Web users, leveling up the fight against the walled gardens. ### The Open Web Platform of Choice for Advertisers - Scale, Contextual Powerhouse and Performance The Open Web is huge but fragmented, so advertisers are forced to use multiple channels to reach scale, which is difficult. We’re changing that. Thanks to this partnership, advertisers will get access to 3 things - massive scale, contextual powerhouse in times of privacy, and return on ad spend. We intend to invest heavily in advertising stack, bidding strategies/SmartBid, creative formats, and more. Let’s break it down. Yahoo reaches nearly 900M people a month, this is an unbelievable scale with unbelievable performance for advertisers. Taboola, across our 9,000+ publisher partners, reaches about 500M active users a day. For advertisers and merchants this means unprecedented reach on the Open Web. But we’re not stopping there. The collaboration will also help the industry address the key challenges of effective targeting on the backdrop of iOS14 and the demise of 3rd party cookies. Our collaboration with Yahoo will give advertisers access to what I believe is the most sophisticated contextual dataset online. Together, we’re going to build a “Contextual Powerhouse”, enabling advertisers to target relevant audiences without relying on third-party cookies and while maintaining complete user privacy. ### Great For Our Publishers - Getting Yahoo Demand on Our Network, Driving Audience, Engagement and Revenue The partnership means a lot to our publishers. To start, Yahoo native advertisers will now buy Taboola exclusively, meaning that our publishers will get even more quality demand. Additionally, we’ll be able to invest even more in driving revenue, engagement and audience growth for Open Web publishers. Everywhere I look, I see a rocketship opportunity for growth - eCommerce, Native Advertising innovation, Video and High Impact placements, personalization, audience growth, and more. It’s just unbelievable, and I can’t wait to share our plans with all of our publisher partners for the next many years to come. ### Financially Stronger It’s a meaningful milestone for Taboola. The new partnership with Yahoo is expected to add around $1 billion in annual revenue to Taboola once we’re fully ramped up. For illustration purposes, if Yahoo inventory was part of Taboola in 2022 we would have generated ~$2.5 billion in revenue, assuming it was fully ramped up and expected operating improvements were realized from day 1. That’s before additional revenue opportunities from growth engines we have identified to work on over time - things like eCommerce, Video, Header Bidding (Display) and more. We expect to start rolling out in the second half of 2023 and continue into 2024 - so that’s when you should expect this to start materializing. This partnership is highly accretive to the important metrics we focus on, and is expected to improve our Revenue per share by ~32%, Adjusted EBITDA per share by ~43%, and while we don’t guide for Free Cash Flow per share, our Free Cash Flow would grow nearly ~5x. Earlier in the year, at our investor day, we shared our goal of generating $1 billion in annual ex-TAC by 2025, which given our financial profile implies about $300M of Adjusted EBITDA and about $150M of Free Cash Flow. This partnership is a big step towards achieving that goal. It is transformative not only for Taboola and Yahoo, but also for every publisher and advertiser on the planet. Together, we’re going to offer an even bigger and better alternative to the walled gardens. For our investor community, we will conduct a deal information session after the deal closes, which we expect will be in Q1 2023. ### A Big Day for Taboola, our partners and the Open Web Partnering with Yahoo means we’re doubling down on our commitment to powering recommendations across the Open Web, giving advertisers more choice against being trapped in walled gardens, while at the same time, driving growth to publishers. It’s a vote of confidence in our vision and team, given to us by one of the largest tech and media companies in the world and we’re thankful for that. As a founder, Apollo standing behind this partnership is amazing. I look forward to learning from Yahoo, and Apollo as we’re working together on realizing and redefining our dreams in the next few decades. We’re committed to each other, the Open Web, the advertising community and journalism. Today is just the beginning. --adam ###### Disclaimer - Forward-Looking Statements ###### Certain statements in this communication are forward-looking statements. Forward-looking statements generally relate to future events, including Taboola.com Ltd.’s (the “Company’s”) expectations for the proposed transactions described in this communication and future financial or operating performance of the Company. In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. Examples of such forward-looking statements include, but are not limited to, projections or estimates regarding the Company’s future financial or operating performance and potential contributions and impacts the proposed transactions may have on the Company’s future financial or operating performance, including the potential revenue generation of $1 billion per year. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this communication, but are not limited to: the ability to obtain the required approvals to consummate the transaction, including shareholder, regulatory or other approvals and the timing, costs or other actions that may be required to obtain such approvals; the Company’s ability to transition to and fully launch the native advertising service for College Top Holdings, Inc., a Delaware corporation, and Yahoo AdTech JV, LLC, a Delaware limited liability company (the “Yahoo Parties”) on the currently anticipated schedule or at all; market acceptance of the new service and the Company’s ability to attract new or existing Yahoo advertisers to the new service; risks that existing Yahoo advertisers may terminate their contracts as a result of the proposed transactions and not migrate to the Company’s service; the ability to generate $1 billion in annual revenue from the transaction, which depends on, among other things, full ramp up of the partnership, improved yields for Yahoo due to the application of Taboola technology and data, improved yields for Taboola due to increased advertiser demand from Yahoo and additional data, and normal economic conditions; costs related to the introduction and operation of the new service; the timing and amount of any margin, profitability, cash flow or other financial contributions of the new service; the risk that the new service results in a decline in the Company’s financial performance during the preparation and roll out of the new service and beyond; the 30-year term as an exclusive native publisher partner with the Yahoo Parties, which can be subject to early termination in accordance with the governing agreements and/or applicable law; ability to achieve the increase in revenue, Adjusted EBITDA, ex-TAC and Free Cash Flow to the levels assumed in this communication or at all; ability to transform the Company into an alternative to the walled gardens in the Open Web; ability to expand beyond traditional advertising to include additional value-added services to create future growth; expectations regarding the impact of the proposed transaction materializing in H2 2023 and continuing into 2024, which materially depends on the time of the transaction closing, which may be out of our control, and the degree to which our onboarding and ramp up are successful; the intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers; ability to maintain relationships with current advertiser partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce to support the proposed transactions; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the COVID-19 or other possible future pandemics; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that the Company is incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the Company’s Annual Report on Form 20-F for the year ended December 31, 2021 under Item 3.D. “Information About the Company - Risk Factors” and in the Company’s subsequent filings with the Securities and Exchange Commission. Nothing in this communication should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. The Company undertakes no duty to update these forward-looking statements except as may be required by law. --- ### Taboola Deepens Integration with Google DV360, Giving Advertisers Direct Access to Affinity and In-Market Audience Segments URL: https://www.taboola.com/taboola-updates/google-dv360-taboola-integration-update/ Last Modified: 2025-01-14 14:36:41 Advertising with Taboola just got even easier. In 2020, we announced our direct integration with Google's demand-side platform, Display & Video 360 (DV360). Now, we're expanding that integration even further — giving Taboola advertisers direct access to valuable DV360 audience segments and video offerings. Here's what you need to know. ## Tap Into an Exclusive Supply of Native Ad Placements DV360 launched in 2018 as a rebrand of DoubleClick Bid Manager, offering a suite of programmatic buying tools for end-to-end campaign execution. With our integration, programmatic buyers have been able to bid on on our native, in-feed placements in real time. That means DV360 users can expand their reach and diversify their channels — tapping into our large network of brand-safe publisher properties, which reach more than 500 million daily active users across the globe. Starting today, we're taking that integration to the next level. ## Directly Access Google's Affinity & In-Market Audiences Taboola advertisers now have direct access to Google's custom first-party audience segments, including Affinity and In-Market audiences. With access to these segments, advertisers can further increase scale, raise awareness, and drive consideration among potential customers across our network. Here's a closer look at how you can use these audiences to expand your reach and achieve your goals: - Affinity audiences. Raise awareness and drive consideration among affinity groups that have a strong interest in your products. Reach people based on what they're already consuming as they browse pages across the web. - In-Market audiences. Get in front of people who are "in-market" to purchase a particular type of good or service. Enhance results for performance marketing, mid-funnel marketing, and remarketing campaigns. - Targeting expanded audiences. Reach audience who share interest profiles with existing customers. That means you can engage more potential buyers (even in cookieless environments) who are most likely to engage, click, or convert. “We're making it easier than ever for advertisers to succeed on Taboola, regardless of their objectives," said Adam Singolda, CEO and founder, Taboola. “A deeper integration with DV360 means more ways for advertisers to refine their approach to reaching and converting customers, using tried and tested audience segments from Google, at no extra cost." ## Expanded Video and Display Banner Offerings On top of that, advertisers can now also access Google's DV360 to bid on video placements and standard display banners all in the same place. This means that buyers can access Taboola's video supply directly and not via another exchange. Alternatively, if you are a buyer interested in Taboola's unique and exclusive placements but you don't have native ad assets? Display banner assets are now fully supported via Google's DSP. With this expanded integration, we'll continue to support our 15,000+ advertisers deliver programmatic ads at scale, reach target audiences across the open web, and drive even more value from their campaigns. To start advertising with Taboola and DV360, contact your Taboola representative or email DV360@taboola.com to arrange for a customer Deal ID. --- ### Taboola Acquiring Netflix Content Recommendation Award-Winning Team, Gravity R&D URL: https://www.taboola.com/taboola-updates/taboola-acquiring-gravity-rd/ Last Modified: 2025-01-14 14:36:41 I remember living in Israel, 15 years ago when the Netflix Prize was announced — a global competition for any engineering or AI team to try and beat Netflix’s own home grown recommendation performance. Few teams made it. After 15 years, I’m thrilled to share that we’ll be joining forces with the winning team — by acquiring Gravity R&D. The acquisition is part of Taboola’s stated goal of investing $100 million annually into R&D. Their headquarters in Hungary will become a new research and development hub for Taboola. The team at Gravity R&D are some of the best at what they do. Back in 2009, Netflix launched a competition open to anyone who could improve their recommendation algorithm — Gravity R&D’s team won. They were able to improve Netflix’s recommendation algorithm by 10% while up against more than 41,000 teams from 186 countries, including some of the world’s best data scientists and computer engineers. There was no company better suited to help us succeed in further advancing our AI, our SmartBid technology and our e-Commerce solutions. I sat down with Domonkos, Gravity R&D’s CEO, for an in-depth conversation about their history, what their technology already brings to the industry, and why we’re thrilled to have found such a strong cultural match. One of the reasons that we were so impressed with you and your team to begin with was because we heard you won the Netflix content recommendation Prize, a public competition to find a team to improve Netflix’s content recommendation technology. It’s quite a feat to be able to say you improved Netflix’s content recommendations by 10%. Can you talk about that contest a bit? What was your challenge and what did the team achieve? Through Netflix’s competition we created the foundation for Yusp, our recommendation technology. It was long and arduous — it took almost three years to win. Near the end of the competition, many teams started banding together for a better chance of winning. We lead one of the two final standing teams that tied for first place. The other team submitted 20 minutes before us, which was a blessing, because it meant that we got to take the work we had done for the competition and build a company of our own. During the contest, we were approached by many investors and companies that wanted us to help improve recommendations on their websites, and one of those companies was willing to pay for our services. That one client led us to establish Gravity R&D as an official company. So, the contest landed you your first client, generated buzz in the investment community, and essentially launched Gravity R&D. What did Gravity R&D become, and what does your technology, Yusp, look like today? Winning Netflix’s competition was like receiving a stamp of acknowledgement from the industry. Before the contest ended, we had already been approached by several investors. After we won, we received some media coverage in a top tier outlet here in Hungary, which led us to our first serious investor. He had a website he wanted to personalize for visitors, and his website became one of the first real-world applications for our personalization solution. It was a hard task — his website receives a lot of traffic — but the challenge allowed us to scale the technology we had built in the Netflix competition early on in our history. The code that we implemented on that site in 2010 is still the foundation of our personalization engine, Yusp. While there have been many improvements, added features, and optimizations, the core technology has continued to serve us well, at scale. You’re working directly with companies of so many types to personalize their user’s experience, and you’re really good at it. What types of companies are you working with today? Can you give an example of a website that you guys power, and the impact you’ve made? One of the implementations I’m most proud of is our work with N11, a large online marketplace in Turkey that’s similar to eBay. Their website has so many different placements, recommendation boxes and locations where personalized offers need to be displayed to the end user. We’re able to fill all of those slots with personalized recommendations that meet N11’s most important goals. Typical key performance indicators (KPIs) that we optimize for are things like click-through-rates (CTR) and high potential to purchase. Our algorithms do the math to score all available products based on whether or not they’re relevant to a given user in a certain location at a certain time. The Yusp Dashboard (Dash) allows our clients, and us, to fine-tune those product recommendations manually if needed, and rule out inappropriate content. Our work for N11 required 25 different algorithms for 62 placements, and resulted in a 14.62% uplift in revenue generated from the homepage, and a 10.59% uplift in revenue generated from product pages. We’re so excited to have you and the entire Gravity R&D team on board at Taboola. People and culture mean everything to us, and with such an amazing group of people, I know there was no company better suited to help us further improve our recommendation engine. How are you feeling about our future together? I was thrilled to discover that there was such a strong cultural match between our two teams. Both Taboola and Gravity R&D have retained a sort of startup culture with a lot of flexibility and attention paid to their employees. I feel good knowing that we’re becoming part of a company that realizes employees are the core value of what makes a company different from another, not just its product. I’m convinced that this is the right acquisition milestone for Gravity R&D and our team. Not many startups get acquired, and I’m proud that we’re one of the few in Hungary that was able to achieve this fate. I hope our journey can serve as a role model for other companies and inspire them to be successful too. ###### Disclaimer - Forward-Looking Statements ###### Certain statements in this blog are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). Forward-looking statements are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, the proposed acquisition of Gravity R&D, whether it will occur on the currently expected timing and terms or at all, and its expected benefits to the Company. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, the proposed acquisition and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed or implied in such forward-looking statements, including without limitation the important factors discussed under Item 3.D. “Key Information - Risk Factors” in our Annual Report on Form 20-F filed with the U.S. Securities and Exchange Commission (“SEC”) on March 24, 2022 and in our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### A Thank You Letter to The Publishers Who Have Trusted us For 10 Years: NDTV, Axel Springer, NBC Universal, Bloomberg and More URL: https://www.taboola.com/taboola-updates/a-thank-you-letter-to-the-publishers-who-have-trusted-us-for-10-years/ Last Modified: 2025-01-14 14:36:41 In March of 2017, I had the pleasure of writing a letter to Taboola that celebrated our ten year anniversary. Almost exactly five years later, I have the privilege of writing a similar letter to celebrate the many publisher partners that have been with us for a decade. 2007 marked our founding, but the year 2012 was when this Taboola-shaped rocketship really took off. Those years are also when we first established relationships, and friendships, with many of the publishers who have been working with us for a decade or more. It’s now been 10 years, and so many of our publisher partners have been with us since then, or renewed with us for 5 more years. Journalism is super important and has become more important than ever as people are looking for a trusted source, a guide they can go to when so much is changing around us. The main reason publishers consider working with us for a decade and more is because of our win/win culture. We listen and invest in things they care about. While money matters, it’s no longer enough, people want less vendors and more partners. That’s the company we set out to build years ago, to be the open web company, that is exclusively focused on what can make publishers successful, and what can help advertisers succeed outside of walled gardens on our publishers. I started Taboola with a vision to build a recommendation engine for the open web, helping people discover things they may like but never knew existed, on some of the most incredible, editorial driven publishers in the world. We’re now 1,800 Taboolars strong, operating in 22 countries to support our publishers on the ground. Our strategy was to partner with the entire publisher organization — revenue, editorial teams, audience growth teams, commerce teams and more, so together we can work to drive growth around the three key performance indicators (KPIs) publishers care about — revenue, engagement, and audience. We invest $100M a year in R&D to execute on that. That strategy is hard because we need to do something most companies in the advertising space don’t usually do — and that is to go beyond advertising. It means building software that our publishers would enjoy, and go beyond “making revenue.”At the end of the day, publishers' competition is not other publishers — it’s the walled gardens who are fighting for their users' attention. I’m super bullish on the open web, and publishers’ future. I wrote on CNBC about privacy dynamics, and how it can create a back-wind for publishers. “Context is queen,” no more “user tracking.”. We recently launched Homepage For You as part of Newsroom, our editorial suite for writers and editors. This enables our publishers to bring the power of AI to every single homepage on the internet, and we’re already seeing growth of over 30%. I imagine the entire internet’s future to be driven by editorial voices, super charged with AI and data. That will be a big way to win audience attention from social companies, who have AI and data, but they don’t have a strong editorial voice. With Connexity, now every one of our publishers can launch a NYTimes-Wirecutter strategy, and know what to write, how to connect with retailers, and make e-Commerce a third of the business. With High Impact Placements, we’re able to bring brands agencies premium dollars to our publishers, now representing about 15% of our business. I also look at the success of Apple Services and Eddy Cue who has done an incredible job making Apple more than just the device, and it gives me hope that if Apple thinks news should be on every device, every non Apple device in the open web will do the same. Every Android phone, every connected car, every audio device, every watch, every fridge — and Taboola will bring all our publishers partners to any single device out there. We call that business Taboola News. I’ve been doing it for 14 years, and together with many of our publisher partners for 10 years. I feel we’re all just getting started. People do business with people. I’m writing this letter today because so many of you — Axel Springer and Insider, NDTV, Future PLC, NBCUniversal, Siamsport, Weather Channel, Bloomberg, Gannett, Fox Local Television, Tribune Digital, DailyKos, Meredith TV, CBSi, Disqus (now Zeta), Cox Media Group, and more. The list goes on, and so many of you took a chance on us in our early days when there were just 30 Taboolars, and I just moved to America. Here’s to the next 10 years together where we innovate, create and imagine an even stronger open web together. - Adam --- ### Announcing “Homepage For You” as Part of Taboola Newsroom URL: https://www.taboola.com/taboola-updates/announcing-homepage-for-you/ Last Modified: 2025-01-14 14:36:41 What if publishers could leverage the same level of data-driven personalization as the world's biggest social media giants — and do it at scale? This is a direct solution to one of the main problems publishers face today: winning coveted user attention and directing it wisely to build loyalty and grow their businesses. Taboola is on a mission to help you do just that. We're excited to introduce “Homepage For You” as part of Taboola Newsroom, a homepage personalization tool that will aid publishers in customizing and personalizing hand-selected sections of their homepage to increase readership and engagement by powering homepage with Taboola's artificial intelligence (AI). With Homepage For You, editors can continue to focus on the must-know stories of the day in prominent placements, while unleashing designated sections to be personalized for site visitors based on interests. This ensures that those visitors find content on their most-loved publisher sites as engaging as their social feeds. And it's all powered by Taboola's proven tech and comprehensive database. We're enabling a different user experience — our AI will leverage insights collected from 500 million daily active users across the globe. ## Global enterprise publishers are already seeing impressive results Five Taboola publishers are currently running Homepage For You on specific sections of their homepages. Results show with Homepage For You, you can: - Improve the bounce rate by around -5% for the homepage - Outperform curation by 30-50% in terms of click-through rate (CTR) - Increase page views generated by the homepage by an average of +10% ### Case Study: The Independent UK publisher The Independent has seen positive growth with Homepage For You so far. Christian Broughton, Managing Director of The Independent, gave a glowing review: “Taboola has been a true strategic partner in helping us grow. There's no 'one-size-fits-all' approach to audience engagement, and Taboola's ability to power key areas of our homepage and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success.” Check out a clip from our interview with Christian: https://youtu.be/SsWYdUzvpUM ## User attention has reached a tipping point. User attention is hard to find and harder to keep. It needs to be spread across more KPIs than ever, and publishers have to compete fiercely with social media giants and other walled gardens. These big players are swallowing up more user time than ever, and collecting more data than ever from all that engagement and market share. If a user isn't interested in sports and fitness, they'll likely never see an Instagram ad on athletic equipment. Instead, these giants are creating incredibly personalized shopping and video experiences that pull users in, hold their attention, and generate significant revenue. Personalization is becoming the standard, and users have grown accustomed to fresh and relevant content every single visit. This is especially true of super users, where fighting user fatigue is a key to success. ## How publishers can win by bringing AI to the editorial team. When it comes to the open web, where there's a ton of user time and brand affinity, it's incredibly fragmented. Most people in any given market could name 20 publishers, and each of them only sees a fraction of user attention. Those users are used to TikTok and Instagram, where everything is a calculation-driven by in-depth personal information on their likes and interests. This is social's advantage in the digital era: it uses sophisticated AI-based tech to build and keep relationships with users. In order for publishers to offset the walled garden giants, they must continue to pursue greater technical innovation and personalization to develop, maintain, and evolve.They need the data and scale to compete with the technology walled gardens leverage to personalize the way they do, creating the foundation to transform that data into a personalized offering that creates the experience users expect. Taboola is set to level the gap between the open web, journalism and the social networks. We have exactly what's needed to help publishers meet these key challenges of the next decade — the data, the scale, and technology built from the start to make recommendations based on what people are reading. Previously, we've transformed this into an actionable analytics platform, Taboola Newsroom, that enables editors to leverage our data to learn about readers across the open web, and move fast toward their mission. Now, we want to expand Newsroom's product suite to enable editors to use an evolution of our algorithm as the ultimate personalization sidekick. ## Here's how Homepage For You works Taboola is bringing our AI capabilities to help premium publishers personalize their sites, improve overall engagement, and build lasting loyalty through homepages and section fronts. This will enable our publishers to maximize the value of this critical real estate — where they reach their super users and those with the highest potential of becoming super users — all while: - Maintaining strict control with highly customizable tools. Publishers run their pages and editorial strategy; we provide a co-pilot that executes to their exact specifications. - Matching their design with a flexible and dynamic integration. - Saving editorial time. - Generating incremental revenue from increased site engagement, new subscriptions, and premium ad placements. - All with no extra lift required for day-to-day changes or site redesigns. We swap out item-by-item to ensure each Taboola-generated recommendation fits seamlessly into the page. We're balancing what's important to the reader and what's interesting to them broadly, following the editorial voice. With Homepage For You personalization capabilities, we still acknowledge and celebrate the critical role of a curator and the editor's voice on the homepage. Any homepage placement can still be manually curated if a publisher chooses. It's not about over-personalizing the experience. It's about helping publishers find the right mix of what they want to promote and what the user wants to see. That's why the publisher has control over their homepage. They can control how, when, and where the personalization happens and doesn't happen. ## Take your homepage to the next level with Homepage For You Are you ready to elevate your homepage's performance with the same level of data-driven tech as today's social media giants? Contact us today to see if Homepage For You is a fit for your business. We can help you serve your readers the most informative, enriching, and engaging content — all while building brand loyalty and growing your revenue. --- ### 7 Lessons on Creativity, Connection and Commerce from Zeta Live '21 URL: https://www.taboola.com/taboola-updates/zeta-live-21/ Last Modified: 2025-01-14 14:36:41 How can brands reach consumers with creative, effective messages? How can organizations put their best foot forward in a world still unsure about face-to-face engagement? And what can we do about a global economy still struggling to get unstuck from supply chain tangles? Top minds in consumer engagement and business strategy from around the world focused their attention on these questions at Zeta Live '21. Taboola CEO Adam Singolda, Wayfair CMO Bob Sherwin, and Chris Lloyd, GM of Reviewed, part of the USA Today Network took turns sharing their insights in a session hosted by RiskReversal Advisors Principal Dan Nathan. We've collected some of their best points below. ## 1. The pandemic accelerated digital authenticity When the global shutdown of March 2020 put commerce in the background, organizations learned to apply empathy and understanding to their daily business and customer communications in a hurry. Genuine connections and authentic attitudes were welcomed by a world suddenly made smaller. That pivot might have taken years to develop organically under calmer circumstances. Authenticity is also one of the keys to maintaining relationships with strong, enthusiastic fan bases and brand backers. Those connections are a great way to insulate business against shifting access to audiences when a closed channel like Facebook or Google changes policies. So now that it's here, expect authenticity to stick around. "People work with us in a more intimate and deeper way than ever before, it's been incredible to see… we've been spending time speaking about empathy, and it was the right time to do it." – Adam Singolda, CEO of Taboola ## 2. Inventory and delivery matter The long-term future of commerce may lie in the metaverse (more on that later). In the shorter term, basic execution is back in the spotlight. We learned in a hurry that the trend toward next-day, same-day and overall frictionless fulfillment is not an unbroken straight line. (Just ask anyone who recently tried to buy a refrigerator!) Supply chain disruptions, labor shortages and shipping slowdowns have become a persistent fact of life. The effects will likely continue at least into 2022. Organizations that master the reliable, boring consistency of accurate inventory and on-time delivery will have a real edge. With all the supply chain issues that basically every vertical is undergoing now, just having stock, having inventory, is a big advantage at the moment, as well as having labor. – Bob Sherwin, CMO of Wayfair ## 3. Big-ticket digital purchases and high-stakes virtual interactions are here to stay Just a few years ago, telemedicine seemed like a future technology that might never really arrive. Only the most dedicated tech-head would commit to a big-ticket remodeling project without ever laying eyes on physical samples. What a difference a few years can make. Today's consumer is accustomed to having a sensitive medical discussion over a phone, visiting an international conference on a tablet, and engaging with a home contractor on a laptop. These changes are all connected, and strong signs that the virtual world is now a viable marketplace for life-changing purchases and decisions. "This acceleration of digital commerce was going to happen in 2025 or 2030… but people are buying $5,000 refrigerators and full kitchen suites, and that was definitely not very common prior to COVID." – Chris Lloyd, GM of Reviewed ## 4. Count on human connection Don't dismiss the physical world. At the height of lockdowns, some pundits mused about the permanent end of leisure and business travel as we know it. Singolda shared that that's when consumers were hungriest for information about local getaways and attainable travel. No matter what else is happening, people want to be free, they want to connect, and they want to share. Those fundamental drives will continue to guide commerce, as old opportunities reopen and people embrace the chance to show their friends the incredible new live-work-school spaces they've created over the past couple of years. "We're not going to stop being social. People miss people, and we miss living our life the way we want it." – Adam Singolda, CEO of Taboola ## 5. The Great Resignation is a creative brain-drain Restaurants closing up early and shipping containers sitting idle are just the most visible symptoms of labor shortages. Employers who rely on creative talent are also scuffling for talent. Lloyd spoke candidly about the dual challenges of the past year and a half: audiences craved insights on the products that mattered most to them, but finding talent to write those reviews is harder than ever. Despite the difficulty, Reviewed has bulked up its staff since the pandemic began. To help cover the tight market for creatives, some brands will explore pivoting to relationships with influencers who are blazing their own paths outside the traditional workplace. How other creatives who have checked out of the traditional workplace choose to re-emerge still remains to be seen. "Creating content has been one of our biggest priorities, and frankly one of our biggest challenges. We're suffering the same way the pizza place is down the street. There's just not enough candidates out there to fill all these jobs." – Chris Lloyd, GM of Reviewed ## 6. Opportunities await in the decentralized Open Web The growing focus on privacy and the realignment of the biggest walled garden platforms creates an opportunity to rebuild a stronger Open Web. Consumers have already opened their eyes to a wide range of new forms of engagement and interaction. The time is ripe, both from an investment and an engagement point of view, to give independent media voices another chance to connect directly with consumers. "What I'm reading right now is a proxy for who I am, and is a proxy for what I want to do next. That moment of consideration is great for journalism." – Adam Singolda, CEO of Taboola ## 7. Don't bet against the metaverse Splashy headlines don't change business realities overnight, and revolutions are rarely smooth. The metaverse—if it catches on at all—will actually have been a long time coming. Sherwin pointed out that Wayfair has offered virtual reality and augmented reality experiences to consumers for years, but the majority don't want or need that experience today. A wait-and-see approach will work for most organizations. For those who choose to go all-in today, expect a market that evolves in fits and starts. Just like home automation systems and smartphones, the metaverse may need to cycle through several generations of technology and user experience before it truly sticks. "Combining the metaverse with $10 billion of budget and great engineers? I'm curious to see what's going to happen." – Adam Singolda, CEO of Taboola There are plenty of other insights from these leaders in the commerce and creative space. Watch the full discussion below. --- ### Announcing SmartBid Dimensions: A New “Autonomous Driving Experience” for Advertisers URL: https://www.taboola.com/taboola-updates/announcing-smartbid-dimensions/ Last Modified: 2025-01-14 14:36:42 For the past few years, SmartBid has been adopted to optimize Taboola's advertisers' conversions. In the past, the industry standard for automatic bidding optimized campaign performance at a publisher or site level: if a publisher performed well for a certain type of advertiser, it increased the bid on it and vice versa. This optimization would not consider more granular aspects of the campaign’s performance such as time of day, location, platform and dozens of other variables advertisers care about. This meant advertisers still have to create multiple campaigns to address more granularity than the publisher’s performance. Today we’re announcing Dimensions, elevating Taboola’s automated bidding technology SmartBid to what we believe is on the frontlines of our industry. Dimensions allows SmartBid to automatically look at 40+ dimensions on behalf of the advertisers so they don’t have to do it themselves. This ultimately results in better campaign performance, more conversions — without the need for advertisers to spend so much of their time manually optimizing in an ad dashboard. ## Back to the early days of advertising — how it all started In the beginning, there was only CPC: Advertisers would decide on a predefined fixed bid amount for each click, and that would be their bid to compete for impressions. It seems simple, but using a fixed bid caused mediocre campaign performance: advertisers would get an amount of conversions that they tried to achieve. It’s almost amusing to imagine a world where advertisers had to place a CPC that would be static. That’s how the advertising space used to be, before technologies like SmartBid were invented, advertisers literally needed to engage in a tedious series of long manual optimizations. The campaign manager would iteratively split budgets into more granular campaigns by geography, day and time, platform, creatives, and dozens more, and would manually follow and edit daily. This was tiresome and wasteful. ## This way of bidding needed to be improved, but how? In 2018, we introduced SmartBid To design a new solution, we needed to understand how an advertiser would ideally want to bid. Since not all users are the same, it doesn’t make sense to bid the same for all of them. Some users convert after seeing the recommendation and others don’t. To optimize for conversions, we’d ultimately wanted to bid higher on user impressions who are more likely to convert (so we won’t lose those auctions and impressions), and of course, bid much lower for users who won’t. Taboola’s “SmartBid” algorithms do just that. It consists of a few deep learning models that help us figure out whether to raise or lower the bid on a specific request, just before the request happens. By predicting whether a user is going to convert or not on request time, and decide whether to bid, and how much. This means campaigns only spend money on worthwhile opportunities, raising the conversion rates (CVR) and lowering the cost per acquisitions (CPA) significantly. ## How does this work? How can we predict if a user is likely to convert and a person is about to buy something? This is where Artificial Intelligence (AI) comes into play. Taboola uses aggregated data from all previous pageviews on Taboola publishers and the conversions that followed, to create enormous 100M row datasets.  These datasets capture behavior and conversion patterns of users based on their engagement on publisher sites and advertiser campaigns across the Taboola network. We aggregate this data and use AI to deduce the probability of a certain person to convert on the exact webpage they are reading, on request time. These models are trained iteratively, so the data is fresh and has all the recent conversions patterns. As of today, with the announcement of SmartBid Dimensions — the datasets we aggregate will go beyond the publisher level, and will start including many new, granular dimensions and signals mapping the readership and conversion patterns of our readers thus matching content and conversions. The dimensions we use are ones that are used traditionally like platforms, geographical area, the time and the day of the week. But, we also use a lot of signals a person won't be able to process like the user reading and converting history, features of the landing page, the taxonomies of the content and much more. ## Going Beyond Human Capabilities, Less Work For Our Advertisers And More Conversions With Dimensions, our AI is able to find these patterns undetectable for humans — and that helps us determine if a user is likely to convert in real time, even before they open a content page. Now, we can perform optimizations tailor made for each recommendation. These patterns also improve our generalization between recommendations. The algorithm learns cross campaigns, shortening the time it takes for a new campaign to enjoy this feature. ## Examples for how SmartBid would bid differently with Dimensions: - Bid higher for insurance ads when users are reading a finance article. If a publisher performs poorly for a certain advertiser’s campaign, but one article is actually effective for that campaign, Dimensions will be able to lower the bid across the site, but increase the bid for that one article. - Bid lower if it’s midday but the campaign contains content like “get a discount on breakfast.” - Bid higher according to the user history, ie suggesting baby clothes if a user already bought diapers. - Bid higher on users in zip codes closer to the business. Now that the algorithm finds the best matches for each and every request, we display the recommendations that would potentially lead to the most post-click engagement. This drives significantly better performance with much less manual optimization. I’ll mention that one of the reasons why it’s great for myself and the team to work on SmartBid is that not only do we improve our advertisers’ success, but we increase yield for our publishers and the open web. This also means we increase users' satisfaction. It’s a true win-win for our community and user base. We have a dedicated diverse team of AI researchers, building the SmartBid machine — aggregating the data, training and optimizing models daily, and deploying them to thousands of dockers across the Taboola cloud. The adoption rate for SmartBid has been 85% across Taboola’s advertisers, and we look forward to inviting the advertising community to experience Dimensions as of today. --- ### The Amount of People that Turned to the Open Web During Facebook's Outage is Kind of Incredible URL: https://www.taboola.com/taboola-updates/facebook-outage-open-web/ Last Modified: 2025-01-14 14:36:42 For over five hours this week, the world lived without Facebook, Instagram and WhatsApp. The internet monolith took a lot down with it — slowing down Snapchat, Tik Tok and Gmail, and many DNS services, but there was a silver lining to social blackouts. When events like this happen, Taboola's direct relationships with premium publisher partners, from the largest national and local TV news networks to the largest chains of newspapers, allows us to quantify the impact on the open web. Publisher sites saw a 21% increase in traffic globally this week compared to last week. We can also see this trend in Taboola Newsroom, a tool that helps editorial teams with real-time data insights. Here's a quick look at the traffic impact to publisher sites. Both direct traffic and search traffic to open web articles grew tremendously as traffic from social sites waned. Here's a snapshot of how Facebook, Instagram and WhatsApp dominated news topic interests over the course of the eight hours while Facebook was down. They overtook those that are typically the largest US news topics — Trump, police and football news in the US for the day. In the aftermath of the outage, we see news about interest in news about Facebook starting to wane, whereas news about WhatsApp and Instagram hold their spot in the limelight. While Facebook's outage impacted many businesses and individuals across the globe — that's not to be taken lightly. But the outage also drove traffic to news sites that often fight Facebook tooth and nail for attention, a silver lining to celebrate. Our mission at Taboola is to offer companies of all types alternatives to Facebook, so that they can be less dependent on the monolith at times like these. --- ### Adam Singolda and Steve Stoute Talk Music and Advertising at DMEXCO URL: https://www.taboola.com/taboola-updates/adam-singolda-and-steve-stoute-at-dmexco/ Last Modified: 2025-01-14 14:36:42 Brands and musicians can learn a lot from each other. As new digital and e-commerce platforms emerge, these two groups are constantly looking for ways to reach new audiences and make their voices heard. To talk about this unique intersection of music and marketing — and the changing cultural landscape — Taboola founder & CEO Adam Singolda joined Translation + UnitedMasters founder & CEO Steve Stoute in a recent discussion at the Digital Marketing Expo & Conference (DMEXCO). As Singolda said, “It's hard to get attention if you're an emerging business, an emerging brand, someone who's just getting started. You don't have the budgets to advertise on Google, Facebook, and other distribution platforms. You have to kind of reinvent ways to be discovered." One piece of advice? Look to the music industry for guidance. “The music industry is driven by understanding what's coming next," said Stoute. “If a brand is thinking about future-proofing themselves, they really need to listen and read the tea leaves of the music industry because they're always the one out in front." With that in mind, here are the biggest takeaways for how brands, musicians, and artists of all kinds can break through the noise and tell their stories. ## Take control of your data Advertisers and artists can use social and streaming platforms to reach millions of people. The problem is that they don't actually own those audiences or the data they collect from them. That was done by design. “When music went digital, there was no way for artists to understand exactly who was streaming their music, who was the digital consumer," Stoute said. “Record companies realized, if the artists knew where their fans were directly, the artists would no longer need record companies." Only by collecting and activating their own data can emerging artists and brands truly control their audience relationships. “The advantage of the digital economy is that you actually know who bought the product so you can remarket to them in a very frictionless way," said Stoute. “ bringing CRM tools to the artists so that they wouldn't be beholden to needing to find this new consumer every single time. They would know who their fans are." ## Build connections through storytelling and culture When targeting new audiences, it's important not to get caught up in simply ticking boxes like “men aged 18-24" or “women in Ohio." Rather, it's about creating a culture and value system around your brand. As Singolda put it, “You have to build an experience that people want to invite into their lives more than just selling them a product." Stoute even wrote a book about this phenomena called The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy. “There's a black kid in Compton, California who's 17 years old that has so much in common with a white kid in Greenwich, Connecticut who's 17 years old, but the world of marketing doesn't understand the connection," Stoute said. “They actually spend too much time focused on their differences." The only way to move forward is to break down those silos and focus on shared values among your audience. “You see it in music, film, art, and sports," Stoute said. “None of these things are built specifically for African Americans or white people or anything like that. They're built for people who have a passion for that subject or for that product." ## Find your niche, loyal audience In a similar vein, brands can use their audience data to access those truly loyal customers and advocates, and then reach them with their unique viewpoints and propositions. “Find that lane that's not being occupied by your competitor, and then go hard down that lane," as Stoute said. "This idea that we have to be everything to everybody is over." So, it's not just about reaching people who like your brand, but reaching those who love what you have to offer. “You go deeper, you'll find growth," Stoute added. “And you also won't get caught up in the sea of sameness … I think that's the way." --- ### How Taboola’s Premium Publisher Network is Helping Insurtech Increase its Reach URL: https://www.taboola.com/taboola-updates/policybazaar/ Last Modified: 2025-01-15 12:05:27 When it comes to efficiently marketing today's digital businesses, access to sophisticated online marketing tools such as targeted filtering and ad placement on the most popular national news and media sites saves time and helps grow businesses faster. Recently, we chatted with Urmesh Chandra, lead of digital marketing efforts at PolicyBazaar, about how this online insurance aggregator maximizes marketing efforts using Taboola tools. PolicyBazaar, founded in India in 2008, lets users compare insurance products and quotes across companies by analyzing their key benefits, price, and quality. PolicyBazaar also offers users instant online quotes and competitive prices on insurance plans, including life, health, motor, and travel insurance, plus group plans for businesses and organizations. Learn how Taboola's targeted filtering to reach a premium audience translates to meaningful sales for this innovative Indian company. ## Interview with Urmesh Chandra, Digital Marketing Lead at PolicyBazaar Tell us a bit about yourself, what you do for PolicyBazaar, and how you got to where you are today. PolicyBazaar.com is India's prominent online life insurance and general insurance aggregator. We specialize in making comparative analysis of insurance products. The basis for the comparison is price, quality and key benefits. We offer several insurance plans including life insurance, health insurance, motor insurance, travel insurance as well as group plans. I lead the digital marketing growth efforts for Life Insurance vertical at Policybazaar. I have experience of more than 14+ years in digital as well as conventional marketing and business roles across industries like Gaming, Telecom, Real Estate, Healthcare, and Ecommerce. What's PolicyBazaar's overall mission and vision? Our mission is to build a safety net for households in India. Our vision is to see a healthy and well-protected India. We in business since 2008 and have been registering exponential growth. For perspective, our target in 2014 was to reach 10 million customers by 2020, we accomplished that feat in FY 2019, with a year to spare! How do you use digital channels to reach your customers and audience? Our digital efforts are across digital channels, creating a 360 degree visibility and experience impact on the user. Tell us about the campaign you were running with us and it's content. We have been running banner campaigns with Taboola, promoting Term Insurance, Health Insurance, Savings etc. Landing pages are mainly customer info pages, which further takes the user to compare plans i.e. our DNA. What were the major challenges/objectives you faced before partnering with Taboola? It used to be difficult to get prime inventories on major media and other high quality user sites. Once we started working with Taboola, we were able to place our ads on popular sites. What are some specific metrics you have seen from Taboola's higher quality traffic? Though higher quality traffic is a function of targeting as well...it's undeniable that Taboola enables us to reach high quality traffic. One of the key business metrics that we see impacted is average ticket size. What are some specific targeting tactics used for this campaign? With Taboola, targeting is fairly simple. However, along with Taboola platform targeting options, we filter the audience further with the help of communication and ad copies, by mentioning the key points in the ad itself. How has working with Taboola's account management team added value to your campaigns? The team is one of the finest teams I have dealt with. They have shown utmost commitment and resilience on both ends, demand and supply. They have continuously added newer and relevant websites to the platform which has ensured continuous user quality and scale. Along with , the account managers have time and again heard all of our issues, and have always been available on the side to provide a solution. It's a pleasure to work with such a professional team. What future plans does your team have for expanding its relationship with Taboola? future looks promising. There are a couple of interesting beta products that we are waiting for experimentation, and as our app focus has increased in the previous year, we will look forward to focus on app marketing campaigns. Wondering how Taboola could help your business? Learn more about getting started with Taboola today! --- ### Does Your Back-to-School Campaign Make the Grade? Check These Key Trends From Taboola's Network Data URL: https://www.taboola.com/taboola-updates/back-to-school/ Last Modified: 2025-01-14 14:36:42 As students prepare to head back into the classroom this year, back-to-school marketers have a major opportunity to reach these excited shoppers with engaging campaigns that drive record sales. According to the National Retail Federation (NRF), 64% of back-to-school buyers expect to return to in-person learning this year, and 70% plan to start making purchases at least three weeks before school starts. It's no wonder 77% of retailers expect to increase their marketing investments in back-to-school campaigns in 2021, as Ceros found. To stand out amongst the competition, advertisers have to launch top-notch campaigns targeting the right audiences with enticing offers that inspire them to buy. Let's dive in further. ## Understand Your Market Opportunity Families expect to shell out an average of $849 each on school resources this year for a total of $37 billion — a record-high among NRF's surveys. Specifically, the top back-to-school shopping categories for K-12 students include electronics, clothing, and shoes. Meanwhile college shoppers expect to spend on electronics, furniture for dorms, and clothing. After all, you have to look and feel your best for your big return to the classroom! No more hiding behind a Zoom screen. These shopping categories also took center stage on Amazon Prime Day, which 84% of retailers say is the most important event for driving online back-to-school sales. According to our data, technology, fashion, and furniture content saw the biggest jumps in traffic around Amazon Prime Day 2021, with page views for Amazon sales content in general spiking over 340%. ## Research Key News Trends To see which news categories are driving the most traffic among back-to-school shoppers, we pulled U.S. publisher data from May to July 2021. These categories also line up with NRF's top shopping verticals, driving home the point that back-to-school families are largely investing in technology and fashion for the new school year. ## Find the Right Publishing Partners Advertisers can tap into this increased traffic by partnering with publishers who produce high-quality content in trending news categories. By advertising on the Taboola network, retailers can launch ads across thousands of premium media outlets like the ones above, reaching built-in audiences of engaged readers with their back-to-school messaging. ## Build Data-Driven Creative Strategies Not totally sure what back-to-school shoppers want to see in their ads? Just look at the data. We checked out Taboola Trends to see which types of education-related images and videos drive the most engagement among U.S. audiences during July 2021: ## Optimize Headlines for Peak Engagement The right headline can make or break a native ad on the open web. Especially in a saturated back-to-school market, you want to be sure your copy will catch each reader's eye and motivate them to click. That's where the Taboola Title Analyzer comes in, providing real-time data about which of your title options will likely drive the highest CTR. ## Target the Right Audience Once you've nailed down the best creative practices, you'll want to distribute your ads to the most relevant and interested audiences. - Launch ads across desktop and tablet devices. Consumers of education-related content were more active on desktops and tablets — perhaps at work, school, and home — than on mobile devices. So reach these readers for increased leads, page views, and conversions. - Automate campaigns with Smart Bid. Taboola's Smart Bid automatically optimizes your bids to increase conversions. So you can beat out the competition but never spend more than you need to. - Make high-impact placements to drive awareness. Use an experienced partner like Taboola to place your ads where they're most likely to be seen — among high-quality, brand-safe content that shoppers are already consuming. ## Pull Inspiration from Successful Case Studies These organizations have already reaped the benefits of launching education-related native ads across top publisher sites. ### Georgetown University Georgetown University needed to increase applications to its continuing education program. So the institution tapped Taboola to promote program-related content across its network. As a result, Georgetown University saw a 740% increase in conversion rate and an 84% decrease in cost per acquisition. ### Blinkist Blinkist, an app that distills books and podcasts into easy-to-digest content, wanted to scale its campaigns beyond just social media platforms. The company worked with Taboola to launch native ads of educational articles across the open web. Taboola was even able to track app downloads directly from these campaigns, fueling further optimization. The result? Over 60,000 new sign-ups. Learn more about how Blinkist finds fast growth with Taboola: ## Ace Your Back-to-School Campaigns Now's the time for retailers to hit the books and plan their back-to-school campaigns. Especially since shoppers are eager to make the right purchases for their new, in-person classes, advertisers have a huge opportunity to engage interested buyers and drive sales. Just remember to use data-backed best practices and work with platforms and publishers you can trust, so you'll be best prepared to make the grade this season. --- ### Taboola is Acquiring Connexity For $800M, Bringing e-Commerce Recommendations To The Open Web URL: https://www.taboola.com/taboola-updates/taboola-acquiring-connexity/ Last Modified: 2025-01-14 14:36:42 The future of the open web is e-Commerce, and that’s where we’re going. I’m incredibly excited to announce the next big step in our journey — a definitive agreement to acquire Connexity, one of the largest e-Commerce media platforms on the open web. When I first met Bill Glass, Connexity CEO, we talked about their vision for empowering merchants outside of e-Commerce walled gardens, and helping retailers reach new customers on the open web on commerce and news websites. The open web is really important, even essential, because it’s free and diverse and doesn’t belong to any one giant company. It belongs to everyone. Bill and team spent over 15 years building Connexity, which now reaches more than 100 million monthly unique shoppers per month, via relationships with premium publishers including Condé Nast, DotDash, Hearst, Vox Media, Meredith, News Corp Australia, and works with more than 1,600 retailers long-term, including companies like Walmart, Wayfair, Skechers, Macy’s, eBay and Otto. When Bill and I first met, we immediately connected on two topics. We realized we’re both very passionate about company culture, about creating a place where talented and diverse people could thrive. You can copy anything, a company’s logo, website, or pitch, but you can’t copy a company’s culture. A group of really (really) passionate people working together can change the world. We also share a vision for the open web. Together we imagine an open web that thrives, fueled by e-Commerce. A holistic solution for everyone — it’s Bill’s dream, it’s my dream, and as of today — it’s our dream. When Steve, my CFO, and I were on the road meeting investors, we spoke a lot about our growth, one major area being an expansion to recommend anything. One of the most exciting areas was for us e-Commerce, a $35B+ market, and I believe a big part of that market will exist on the open web as a part of publisher’s businesses. Together with Connexity, we can achieve our shared dream. Amazon has millions of merchants, but merchants mainly have Amazon. That changes today. ## How Connexity became one of the largest e-Commerce media platforms on the open web First, by focusing on building an incredible culture, led by Bill and management, where people were excited to innovate, and by being mission driven, to bring the power of e-Commerce to the open web, Connexity became one of the largest e-Commerce media platforms on the open web. It was never easy, but there is so much to be proud of their hard work and the effect they had on merchants, and publishers. Connexity helps some of the leading brands and merchants such as Walmart, Wayfair, Skechers, Macy’s, eBay and Otto, to reach their target audience on the open web and helps publishers like Condé Nast, DotDash, Hearst, Vox Media, Meredith, News Corp Australia develop content commerce strategies, surfacing products alongside editorial content. They now have over 750M individual merchant product offers, drive 150M high value monthly visits to retailer websites, and generate over 1 million monthly transaction events on publisher sites, Instagram and other social networks, search engines, and more. The Connexity team’s success has been driven by innovation, data-driven decision-making, scalable automated solutions, open communication, collaboration and extraordinary perseverance — all values that mirror the values we have at Taboola. It's truly a perfect fit. ## The future of the open web is e-Commerce — and that’s where we’re going Our win-win culture, and the way we do business, means that we always want our partner’s businesses, both publishers and advertisers, to succeed and expand. We only grow when they grow. By combining our organizations, cultures, massive data, reach, and direct access to publishers, advertisers and merchants — we are making a huge step towards our vision. We’ll be at the forefront of powering recommendations for the open web, behind every merchant in the world, leveraging Taboola to reach their clients outside of the walled gardens. Imagine an article about a Star Wars LEGO set; where products like LEGO’s Millennium Falcon, Yoda or R2-D2 are surfaced alongside content for users to consider buying. Naturally I’m biased, that sounds so beautiful to experience :-). Imagine data signals surfaced in real-time to a publisher’s editorial team about what products their readers love, so they can both learn about their loyal readers and consider what new topics to cover. Imagine every merchant in the world, leveraging the clout and trusted environment of the open web to drive growth to their business, outside of the walled gardens. I believe that e-Commerce is a critical part of the open web’s future, and together with the superpowers of both Taboola and Connexity combined, we can make that future a reality, making the open web even stronger, starting today. To the Connexity team and families supporting them, thank you for the hard work that you put into building this incredible company. Today is just the beginning. Kind regards, -- Adam Founder and CEO, Taboola ###### Disclaimer - Forward-Looking Statements ###### Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies and our projections for future periods. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### The Future of the Open Web with Taboola Investors Needham & Cowen URL: https://www.taboola.com/taboola-updates/the-future-of-the-open-web-is-e-commerce/ Last Modified: 2025-01-21 11:34:28 I've recently had the privilege of speaking with some incredible people from our investment firms at their globally recognized technology and media conferences -- the 16th Annual Needham Virtual Technology & Media Conference and the Cowen 49th Annual Technology, Media & Telecom Conference. In my conversations with both John Blackledge, Analyst, Cowen Inc., and Laura Martin, Analyst, Needham & Company, we covered some of the latest trends for media and advertising pioneers on the open web. Below, I've chosen some of my favorite moments from those conversations, including why we believe e-Commerce is the future of the open web, news data that reveals market trends, and Taboola's role in the industry's future. ## 16th Annual Needham Virtual Technology & Media Conference The 16th Annual Needham Virtual Technology & Media Conference featured presentations from over 350 public and private company management teams, one of which was Taboola. #### Watch the Full Recording Laura: One of the themes that I'm hearing from my fireside chats this week is that there's this convergence between display and e-commerce. Is it your view that more and more of the open web is going to be performance based like, “buy now" kind of buttons if there's a signal there? So, outside search whether it's CTV, or somebody is reading an article about cameras, and you can say, “buy – go to the Canon website," or “go to the Nikon website"? What's your point of view about that convergence? Adam: First of all, I definitely think that performance advertising is the leading vehicle for the advertising category. And by the way, we saw a lot of it in the pandemic, right? If you reach, and you are great driving performance for advertisers, you are the Oracle, and people came to you and said, can you help us drive growth when we can't open store, when we can't sell products that we used to? So actually, last year was a great proxy for those who chose performance early on and those who didn't, because we saw brand advertising slowing down during 2020. So, I think performance advertising is already the leading part of the open web. It's the leading part of all advertising. So it's a very important part of it. The question is, or to your question, will that be diversified more towards e-Commerce versus just direct-to-consumer and other forms of advertising? I think so. I think that, especially as we're seeing the privacy trends, and how context is becoming the Queen again, I think that we'll see more and more e-Commerce companies taking advantage of that signal to be able to offer me a product I may like. If you think about even the comparison between the open web to social networks, what do you really tell Facebook about yourselves. You tell them what you want them to know, or what we want people to know about yourself. You will never tell Facebook things that you really like to do. But you read about all the time. I'm never going to tell Facebook things that I'm concerned about, or my passion projects, I don't want people to see it. So, I tell Facebook, the things I hope people think of me, but the things I really want to do. I read about them all the time. And you've all seen this moment, you're in bed, reading about stuff, you wake up early to get educated about products. And that's whenTaboola sees you. And that's when advertisers want to meet you. It's that curiosity moment, not social moment. So there's no social dilemma for the open web, so, I do think we'll see more e-Commerce coming in. I think context is going to be fantastic for the future of the internet and open web specifically, which is why I'm also optimistic. Laura: It does sound like you're going to try to integrate. That's going to be a macro trend that you're going to integrate more e-Commerce into your feeds, and into your business models, right? Adam: Yeah, I really like . I really liked what Instagram did with e-commerce, and how they are bringing merchants into that social feed experience. Look, the average person spends about 50 minutes a day scrolling in America. Why wouldn't they go to CNBC? Great websites CBS, Bloomberg, ESPN have a similar great feed experience, so they can spend 10s or minutes. But in those moments, if they're used to buying things on Instagram, I want them to be able to do similar things, and even supercharge that in the open web, when we have that contextual signal. So, I do think we'll see a lot more in e-Commerce. In fact, I think many publishers will become e-Commerce companies over time. Laura: This issue of cookies, like post-cookies. In a post-cookies world does the open web actually survive? The Google, third-party cookie going away. So, why don't you speak to that next, like is there going to be an open web in three years? Adam: Yes. Laura: And why? Adam: I'll give you what we see from Taboola, and then what I think about broadly. So overall we're talking about a safer internet, which at the end of the day, it's right objective. Like we're talking about an internet that has privacy more the forefront of it, which I think is a good thing. The fact that my mom speaks to me about privacy is a great conversation, because it means there's enough education now built into people's mind as they surf the internet. So, I think, fundamentally, we have the right goal, which is to make the internet safer, feel better for people. I think from Taboola perspective, we've navigated the last few years, as third-party cookie became less common, and things of that nature, and our yield went up. We've grown tremendously during that time, and that is because again, we don't really rely on third-party cookies from a revenue perspective. So, most of our revenue is not retargeting or third-party cookie related. Native applications affect us , because it's a small portion of our revenue. Then ,we have our own first party cookie. Because Taboola has the editorial recommendation system, not just buying inventory and putting an ad inside of it, it means I'm interacting with you, as you're just discovered the next thing to read on NBC Sports. So that gives us this first-party relationship, which is valuable to us. We feel comfortable, as this continues, even potentially, as an upside, that we will become even more important to our publishers and advertisers, as we invest in this new version of the internet. For the category, if you go back 10 years ago, if you remember, when flash died, when Adobe Flash kind of start getting out of style, we were all freaking out, everything was Flash, video was Flash, banners Flash, everything was Flash. And we didn't know how the internet going to look but it was the right objective. HTML5 replaced Flash, and became faster, safer for consumers. Now, who even remembers what Flash was, right? I probably look old now that I even about Flash, but I remember that a lot as a kid, that's what we did. So, we developed code with Flash . That's what we used to do. I think we're going to see maybe a similar HTML5 trend, whereby today, no cookies, third-party cookies, how it's going to work out. I think because we're doing it for the right reason, I suspect we'll see different tools, different sets of options to drive revenue growth. So, I am optimistic about where it's going. And I think we'll see more focus on the right stuff, context, first-party, advertisers success, all those good things. Laura: Okay. And then is it your point of view, Adam, that when we look back five years from now, the open internet will it continue to thrive, or do you think the walled gardens continue to take share out of the open internet that all of digital grows 10% to 12%, but the walled gardens creep up in value, in total share, what's your point? Adam: I think open web is strong, and has a great opportunity to continue to grow. I also am optimistic about things like Apple News. you're seeing a company like Apple that integrates news on every iPhone, it means Apple thinks news matter. Right, it means they think open web matters, which means they will send traffic to the open web. I don't think this is the end of it. We're going to see a lot of different great companies like Apple, integrating the open web into their services, because it makes them better, which means the open web will become even more important. So, I'm optimistic from that , the dynamics we're seeing. I like that I see great companies like Apple that very successful taking such a big bet under Eddy Cue on services. And one of these big services is us. It's me, it's the open web. So I'm optimistic, I think, we'll see a lot more of it. And in five years when you and I look back, we're going to be like, obvious that when you buy a Tesla, you have Squawk Box in your Tesla, it's obvious. And your fridge will recommend you articles to read about how to cook something for Shabbat dinner, so all of that will become normal, I think to us in the future. ## Cowen 49th Annual Technology, Media & Telecom Conference This three-day conference consisted of fireside chats and presentations with C-Suite presenters hosted by Cowen research analysts, one of which was my conversation with John. #### Watch the Full Recording John: Can you talk about Taboola's role in developing the fast-growing open web and discuss why it's important for consumers to have a choice between walled gardens and open web recommendations? And what are the different types of sites and apps the open web? Adam: Sure. Let's define Taboola's role. We power recommendations for the open web. open web is everything we all love to use all the time outside of walled garden. Walled garden Google, Facebook, Amazon and every website will have an app i our phone, an app on connected TV. All of those things exist in the open web. The open web is a big market. It's a $60 billion market. It's growing 10% to 15% a year, but it's super fragmented. There's no Shopify for advertising the open web. There is no one company that gives advertisers sure scale the open web like they get on Google and Facebook and so forth. And also funny enough, most of the open web is still using banners that were invented 27 years ago. banner is that cube you see on a webpage that you rarely click on, and sometimes you click on it by mistake, but that's actually most of the $60 billion. So there is a huge opportunity to transform or reinvent the internet as we know it, look like WeChat, Instagram, TikTok, a fate of beautiful recommendations that are both editorial to things we like, as well as including paid recommendations by advertisers. So that's the category in our mission statement. To your question of why I think it's super important the open web, I think it's important to all of us. It's important to us as people, publishers, advertisers, small businesses to you John, to me. We all want a free diverse internet, giving voice to people. It's the reason we all fell in love with the internet to begin with. I think advertisers want diversity. They don't want to be relying on any one company. And also I think the open web gives advertisers this curiosity graph. Facebook, we tell Facebook who we want to be, but you will never share with Facebook things we really care about, health care concerns, things about our kids, but we will read about it all the time and we've all been there. You just scroll on your phone at night. You wake up early to read about something, and that's when advertisers see the open web and Taboola. And I think that really appreciate that moment in time. So for those reasons, open web is great for the entire industry. John: You referenced the technology AI. Can you talk about Taboola's proprietary technology and AI that is powering the recommendation engine, and what type of investments are you making to meet the rapidly scaling demand for information on the web, on the open web? Adam: I think recommending things to people is really hard. We tell Google what we want. We tell Facebook who we are. Enabling discovery that moment of next when people want you to do something without you knowing them, or what they want, is a huge technological challenge, which we've been investing 13 years . It's kind of like, Amazon people who bought this also bought that. I mean Amazon is really a recommendation company for e-Commerce. The entire homepage is just suggestions for me, and I use it all the time. So this is really the concept of how difficult that is, and then to do it for the entire internet. And we've spent 13 years building machine learning technology. About four years ago, we transformed our tech stack from machine learning to deep learning. In simple terms, machine learning is when you define a certain parameter ahead of time, and then you follow those parameters and to predict something, deep learning is way more advanced. It's really a revolution like the invention of electricity. It's so advanced in the sense that it's trying to figure out, “what are the parameters?" without telling the machine what are , so they're trying to make basic behavioral predictions in a way more accurate way, and it self-learns. It's way less manual process and that's really an amazing revolution in technology. I spoke about it and I wrote about it in Morton School. I wrote an article called the difference between machine learning ML, deep learning DL and bullshit BS. It's just because there's like so much – it's so difficult to do and so rare to see it you realize, but we're hard at work trying to invest in that. It also needs a lot of scale, which we spoke earlier. We reach half a billion people a day. We processed one petabyte of data every day. We 30 billion clicks in 2020, half of them were on editorial content and then half of them were about paid recommendations. We invested so far in about 8,000 servers. So to summarize, I think it's really hard, and it takes a lot of scale to do it. And Taboola is just at the beginning. There's so much more for us to do. John: This has been something that's been going on in the advertising space for the last year, the IDFA, the Apple change IDFA, we cover Facebook and Snap and some of the platforms that investors have been concerned about the impact that change would have. So could you talk about how you guys are navigating through that, and also, other related privacy issues that you have to navigate through? Adam: First of all, I think categorically, we're seeing Apple, Google, Microsoft working, and others are working on making the open web safer. And I think it's a good thing. When I talked to my mom this morning, I'm not sure she underst all the bad behavior that exists out there. I think my family and my mom should be safe and protected. So overall, I like a better, safer future for everyone. I think all of us in the industry should participate in that direction. So overall I'll start by saying that for Taboola, we feel comfortable navigating privacy dynamics for few reasons. If you look at last year at $1.2 billion in revenue, the revenue we have that is associated with third-party revenue, a third-party cookie, it's independent of those dollars, so very small portion of revenue. We reach about 0.5 billion people day, we have first-party cookie with those consumers, which allows us to know they're the same people when they come back the same site. Then we have this Amazon curiosity graph, the data we create and capture whereby if we see someone that reads about news on certain websites from New York City in the morning from their iPhone, we get to see what decisions they make, and that model and that curiosity graph is relevant for when we see someone else on a different site. Just by saying, people in New York City, from the West Village in the morning on a financial website, about furniture, really liked to do one, two or three. This is something that, like I said, similar to the Amazon people who buy this, also that. All of those things allowed us to navigate the past, right? We've been living without cookies actually for a long time from 2017, if you think about it. So the past is a proxy for the future, we feel comfortable. I will also say that if you've been here – I've been here, but if you've been here 10 years ago or so when Flash died, you remember when Flash, we used to have Flash online, Flash video players and Flash banners, and Flash was a thing, and that died. was this huge concern about what going to happen, and then HTML5 came and replaced it. It was just a better, faster, safer, more secure implementation of the same thing. So from my perspective, I believe we're going to see something similar. We're going to see a better, safer, faster implementation of better advertising in the future. --- ### Ringing The Bell For The Open Web: Taboola is Trading as TBLA on Nasdaq URL: https://www.taboola.com/taboola-updates/taboola-goes-public-tbla/ Last Modified: 2025-01-14 14:36:43 Today is a big day for us, we're a public company. The last six months have been quite a wild ride, with so many new things for us Taboolars. We announced going public via SPAC, and we met so many new investors and partners — it was a new experience for us, and we enjoyed it. We shared our Q1 results where we beat projections, and I even wrote my first quarterly letter to shareholders, new and old. We often speak a lot about passion and empathy as something we appreciate greatly, and we look for both traits in anyone we work with, internally and externally. We have so much passion for our industry, for powering recommendations for the open web, and for transforming the future into a personalized one — where people get to discover things they may like and never knew existed across all digital touchpoints. We would never have made it here without the tens of thousands of advertisers and publishers who've trusted us over the years. I'm humbled by the chance to continue working with those friends and partners for many years to come. Most importantly, I'm proud of the thousands of Taboola team members, past and present that have made this possible. Thank you everyone for being a part of our mission. There is so much ahead of us. At the same time, I'd like to welcome those who have recently joined our journey, including investors and advertising and publishing industry veterans Deirdre Bigley and Lynda Clarizio who joined our Board of Directors this past April. Last but not least, we want to welcome our new partner, Gilad Shany, CEO of ION, as a member of our Board as well. ## Recommending Anything, Anywhere: An Estimated $60B+ Market Online advertising on the open web is a large, highly fragmented market valued at over $60B in spend per year. As of now, many of these ads have been banner ads, developed 27 years ago, but with WeChat, Facebook, and TikTok — people, as well as advertisers, have transitioned into in-feed, personalized, and contextually relevant formats. That's where we fit — surfacing natively rendered recommendations anywhere people engage, including publishers sites, device manufacturers, and over time connected TVs, e-commerce websites, and cars, and recommend anything - video, games, products and more. Taboola should be everywhere, recommending anything. I'm so proud to be an open web company that focuses on our partners' goals and future, and nothing more, with no identity crises. Simple — we grow only if our partners grow. Forever. Dreams can come true. Our journey is just beginning….and now, back to work :-)! -- Adam Founder and CEO, Taboola (Nasdaq: TBLA) https://youtu.be/ZfQmPqi8fBA --- ###### TABOOLA (THE “COMPANY”) MAY, IN THIS COMMUNICATION, MAKE CERTAIN STATEMENTS THAT ARE NOT HISTORICAL FACTS AND RELATE TO ANALYSIS OR OTHER INFORMATION WHICH ARE BASED ON FORECASTS OR FUTURE OR RESULTS. EXAMPLES OF SUCH FORWARD-LOOKING STATEMENTS INCLUDE, BUT ARE NOT LIMITED TO, STATEMENTS REGARDING FUTURE PROSPECTS, PRODUCT DEVELOPMENT AND BUSINESS STRATEGIES. WORDS SUCH AS “EXPECT,” “ESTIMATE,” “PROJECT,” “BUDGET,” “FORECAST,” “ANTICIPATE,” “INTEND,” “PLAN,” “MAY,” “WILL,” “COULD,” “SHOULD,” “BELIEVES,” “PREDICTS,” “POTENTIAL,” “CONTINUE,” AND SIMILAR EXPRESSIONS ARE INTENDED TO IDENTIFY SUCH FORWARD-LOOKING STATEMENTS BUT ARE NOT THE EXCLUSIVE MEANS FOR IDENTIFYING SUCH STATEMENTS. BY THEIR VERY NATURE, FORWARD-LOOKING STATEMENTS INVOLVE INHERENT RISKS AND UNCERTAINTIES, BOTH GENERAL AND SPECIFIC, AND THERE ARE RISKS THAT THE PREDICTIONS, FORECASTS, PROJECTIONS AND OTHER FORWARD-LOOKING STATEMENTS WILL NOT BE ACHIEVED. YOU SHOULD UNDERSTAND THAT A NUMBER OF FACTORS COULD CAUSE ACTUAL RESULTS TO DIFFER MATERIALLY FROM THE PLANS, OBJECTIVES, EXPECTATIONS, ESTIMATES AND INTENTIONS EXPRESSED IN SUCH FORWARD-LOOKING STATEMENTS, INCLUDING THE RISKS SET FORTH UNDER “RISK FACTORS” IN OUR REGISTRATION STATEMENT ON FORM F-4 AND OUR OTHER SEC FILINGS. THE COMPANY CAUTIONS READERS NOT TO PLACE UNDUE RELIANCE UPON ANY FORWARD-LOOKING STATEMENTS, WHICH SPEAK ONLY AS OF THE DATE MADE. THE COMPANY DOES NOT UNDERTAKE OR ACCEPT ANY OBLIGATION OR UNDERTAKING TO RELEASE PUBLICLY ANY UPDATES OR REVISIONS TO ANY FORWARD-LOOKING STATEMENTS TO REFLECT ANY CHANGE IN ITS EXPECTATIONS OR ANY CHANGE IN EVENTS, CONDITIONS OR CIRCUMSTANCES ON WHICH ANY SUCH STATEMENT IS BASED. --- ### Become A Taboola Ads Pro with these 5 Tips URL: https://www.taboola.com/taboola-updates/become-a-taboola-ads-pro-with-these-5-tips/ Last Modified: 2025-01-15 11:59:02 We recently launched Taboola Ads, our brand new dashboard, where advertisers can create and manage campaigns across the web. We've now moved over 10,000 advertisers to the new platform, and we can't wait to see how our partners will utilize our latest innovations. Taboola built the new dashboard to work faster and offer more tools to optimize campaigns. Read on for useful tips from the team who built Taboola Ads from scratch, our Taboola Ads team, for making the most out of our new platform. ## 1. View your CPA Goal on our New Day Graph In addition to viewing the current performance of your campaign, you can now also monitor your campaigns cost-per-action (CPA) on our new Day Graph. Compare the data to your CPA goal with this visual tool, making it easier to extract actionable insights over time. This ability will appear when entering a CPA goal for each campaign. ## 2. See More Data Your reports are now fully customizable. Users can drag and drop, resize, and even add or remove columns based on which date the user would like to view. Advertisers can even hide the campaign panel to utilize 100% of their screen. As you scroll down, the table will fit your screen to get as much data as possible in one view. ## 3. Duplicate Ads into Multiple Campaigns We have made it much simpler to clone your best performing ads into multiple campaigns: - Go to the Ads report - Find your ad - Click on “Duplicate" - Select the target campaigns The ad will then be copied to those campaigns. This feature cuts down the time you spend building campaigns, so you can spend more time optimizing your results. ## 4. Edit your Image Focal Point The Taboola Ads team has created an automated cropping solution to tailor each image to customized placement sizes across our network. Advertisers can see how their ad will appear in our “Ads Preview" when they create their campaigns. If an advertiser doesn't like the area of focus that was automatically chosen, the focal point can be edited with the “Focal Point Selector." To implement, simply: - Hover over the image - Click “Edit Focal Point" - Drag and drop the focal point - Click “Done" to preview your image across common placements ## 5. Preview Ads on External Publisher Websites Preview how your ads appear on real publisher websites in 3 easy steps: - Click on the “Ad Preview" button to open the Preview panel - Click on the 'pop up' icon - Enter the URL of a page with a Taboola Feed or Widget on it, or use our demo page. These Taboola Ads tools are just scratching the surface of the new capabilities we are adding to the platform. When you use these tools in conjunction with Taboola's standard targeting and reach capabilities, your day to day advertising needs will run more smoothly, making it easier for you to reach your KPIs. Enjoy the new platform, and if you have ideas or requests for what you would like to see in the dashboard, please feel free to send us your feedback on the new platform using the feedback button located at the bottom left of Taboola Ads. --- ### How Summit Media Makes Data-driven Decisions Using Taboola Newsroom URL: https://www.taboola.com/taboola-updates/how-summit-media-makes-data-driven-decisions-using-taboola-newsroom/ Last Modified: 2025-01-15 12:04:59 Summit Media is a leading digital lifestyle network in the Philippines, serving over 31 million unique monthly visitors across fourteen websites and related social media channels. They utilize Taboola's Newsroom solution for real-time data insights into content consumption across their network. We had a chance to speak to Jillian Gatcheco, Summit Media's Deputy Editorial Director—Operations and Product Development, about how and why Summit Media chose Taboola Newsroom and what exciting results they've experienced. ## What's your publication's mission? We want to be the leading digital media network for Filipinos by creating useful, entertaining, and inspiring content that will help them lead better lives and get ahead. As for our advertising partners, we want to help them achieve their business goals with innovative marketing solutions. ## Why did you initially decide to start using Taboola Newsroom? Summit Media has a diverse portfolio of 14 digital brands catering to audiences with very specific needs and wants. And for us to understand and serve them better, we cannot ignore data—what they read, watch, search for, or share on social media at any given time. Taboola Newsroom presents this information in a visually appealing, easy-to-digest way that our editors love and base their content decisions on. Summit Media has a diverse portfolio... catering to audiences with very specific needs and wants. And for us to understand and serve them better, we cannot ignore data... Taboola Newsroom presents this information in a visually appealing, easy-to-digest way that our editors love and base their content decisions on. ## What were the major challenges or objectives you faced before using Taboola Newsroom? We would get data from various sources, but Taboola Newsroom put all the major points together in a mobile-friendly format that's so straightforward and effortless to read. We also love the “My Alerts" section that spoon-feeds the action you should take based on traffic spikes and drops. The teams act on at least 50% of the alerts, and these, combined with editorial insights, help us determine what to push on social media and what to highlight on our website homepages. There's very little guesswork, and it speeds up decision-making for very busy editors. The teams act on at least 50% of the (Taboola Newsroom) alerts, and these, combined with editorial insights, help us determine what to push on social media and what to highlight on our website homepages. There's very little guesswork, and it speeds up decision-making for very busy editors. ## What are some specific metrics your team acts on? Each team uses Taboola Newsroom in their unique way, but specific functions that are actionable are: - Reports you can customize and email to yourself (like the Top 10 Articles in the last 24 hours) - this lets teams have something to kickstart the day with as a jumping-off point for their story lineup. - Top Search content - this gives us insights into what our readers are actively searching for online. - Top Social stories - the breakdown of traffic sources per article identifies distribution opportunities for our teams. For example, have we already promoted a story on Instagram? On Facebook? How can we push it more to the audiences we want? Here are some examples of specific features of Newsroom where you find data that helps improve this workflow: - The customized email reports - “My Alerts" - Very clear traffic source breakdowns - A mobile-friendly interface ## How has Taboola Newsroom helped your editorial teams who are working remotely? Working remotely means sending each other tons of screenshots to illustrate one's point and make communicating easier. Taboola Newsroom's aesthetically pleasing layout is a fantastic way to quickly and easily inform teammates of a surge in pageviews or a dip in engagement. The “Authors" section also helps us monitor our performance and identify personal benchmarks to keep us motivated. Taboola Newsroom's aesthetically pleasing layout is a fantastic way to quickly and easily inform teammates of a surge in pageviews or a dip in engagement. ## What are some of the benefits your team has gotten from using Newsroom's alerts? If we get an alert about a particular story gaining traction on social media, we usually milk that topic by producing related content, increasing its reach through Facebook boosting, or promoting it on other social media platforms. The alerts also help us identify which stories to highlight on our homepages. If we get an alert about a particular story gaining traction on social media, we usually milk that topic by producing related content, increasing its reach through Facebook boosting, or promoting it on other social media platforms. ## What are some of the positive outcomes your team has gotten from the Newsroom training sessions, and how they use data for decision-making? We only have positive feedback for the Taboola team! Hannah Teoh, our Engagement Manager, met up with all 14 Summit Media editorial brands and customized her tutorials based on each team's needs. She has also been incredibly helpful with data analysis and prepared with insights for each group she met. We feel like the whole process has been fruitful and collaborative in the best way. ## What, if anything, has changed in how your editorial team operates as a result of the coronavirus? Everyone is now working from home, which means all forms of communication have shifted online, and sharing one's screen to show a dashboard, deck, or visuals is essential to getting one's point across. Summit Media's teams have also become more collaborative via regular online huddles and check-ins. The pandemic has made us closer in terms of reaching out to each other; there are more meetings, but we've also never communicated as well as we do now. ## In what ways have you built a data-driven editorial team? It was built over time, especially since Summit Media had its beginnings in print. It all boils down to numbers transparency: Show everyone what's working and what's not via dashboards that are easy to understand. Soon, people understood that those who used the dashboards and listened to data—combined with editorial intuition—had better pageviews. I think I can honestly say that at Summit Media, there is not one editor who doesn't open at least one dashboard a day. Editors also have access to other teams' dashboards to learn from best practices or adopt strategies to work for their respective brands. We milk having 14 brands in the network; this diversity allows us to share resources, leverage each other's strengths, and pursue content that reaches a wider audience. ## What are the most critical metrics/signals your editorial team looks for when choosing their next story? It's all about listening to your audience—what they consume, share, and engage with. It's also equally important to take note of what they DO NOT like. It's all about listening to your audience—what they consume, share, and engage with. It's also equally important to take note of what they DO NOT like. ## What are the key metrics you'll be measuring in 2021? What's your definition of success? As with any digital publisher, pageviews and unique users are important, but reader engagement on our websites is also up there on our list. ## What's one unique thing about the Summit editorial team that doesn't exist in any other? We have 14 websites catering to 14 unique audiences, making us the Philippines' leading digital lifestyle network. Whether you're part of Gen Z or you are a Boomer, we have multimedia content for you to consume. Most of our female readers actually "grew up" reading Summit Media titles—they start in high school or college reading Candy, graduate to Cosmopolitan, then cross over to Female Network or Smart Parenting. We also have brands that cover various genders, age groups, and interest points, like Preview, Yummy, Esquire, Spin, Spot, PEP, Real Living, and TopGear/TopBikes. In 2020, we launched reportr, our news website. --- ### 2021 is Actually 2030: We Are In Our Digital Future URL: https://www.taboola.com/taboola-updates/2021-is-actually-2030-we-are-in-our-digital-future/ Last Modified: 2025-01-14 14:36:43 If I was to predict 2030, I would have predicted that machines would be helping us make some of the most important decisions of our lives, what to buy, where to go, who to meet, and more. People would have more space, they'd live by a lake, they'd own more, and they consume more. They'd have access to more products and services personalized to their needs, they'd commute less and when they did, it would be fast using hyperloops, personal drones, or through space. It would be a whole new era of consumerism. We actually started seeing some of these effects in 2020. In times of a pandemic, when there was no brick and mortar option, e-commerce went through the roof. As a result of so many people moving to the suburbs and being home in general, payment services exploded, and gaming grew as consumers looked for a way to escape. The events of 2020 also impacted digital media—the “open web” became bigger, people immediately spent 20% more time online reading more and buying more, and we also saw H2 advertising budgets recover faster and stronger than anyone had anticipated When there was no choice, the world changed faster than it would have otherwise, and we got a glimpse into what the future, 2030, would have been. On the back of 2020—2021 will continue that “future feeling” 2020 gave us, and here are my predictions. ## The Industry Will Address the Spread of Misinformation: Tech Companies will Rely More on Human Content Reviewers than on AI AI has failed a lot lately. It failed to predict the spread of the Coronavirus, it's failed at flagging misinformation about political figures and it's even failed at flagging conversations amongst teenagers about suicide. There is a certain area where AI will continue failing—identifying new problems for the first time. Techies refer to it as 'garbage in, garbage out.' Take the global pandemic for instance—AI would have only been able to predict it's arrival if it knew what such a global pandemic had looked like in the past. As digital information becomes even more critical for keeping us informed, tech platforms will have to do better than relying on AI for content review. More humans involved in content moderation is the answer. If we have to bet on a solution to address the spread of new phenomena, new trends, misinformation—we should bet on humans (not only on AI). ## E-commerce Advertising Budgets will Increase, and it Will Elevate Publishers' Revenue Coronavirus hurt some industries, but it also created many new business opportunities in spaces like gardening, pets, at-home-beauty products, fitness and anxiety-soothing video games. Two things changed in 2020 that will impact e-commerce in 2021 and beyond. - Businesses truly understood not having an online presence where they're ready to deliver value to consumers is a huge risk. - Out of necessity, consumers started experimenting with online buying in ways they have never done before. They've bought homes on Facetime, furniture they've never seen, hired online trainers, seen online doctors, participated in online education and more. As people buy new types of products and find new ways to buy, e-commerce ad spend will reap the rewards in 2021. We saw e-commerce grow by only 3.1% this year. Look for that number to grow to 21.8% next year, and I predict publishers will capitalize on this new behavior in a big way. ## User Time Is Everything, Tick Tock, Tick Tock: Every Game, Every App will use Content to Engage Users I'm even more optimistic about the future of the open web, publishers and news organizations overall because soon, their content will be used everywhere to help engage consumers in new ways we have not seen before. I believe we will see native applications, games, and device manufacturers incorporating news as a way to keep people more engaged—think Apple News—but everywhere. Similar to how Apple is using news to engage people with the iPhone, like on the minus one screen, in notifications and elsewhere, imagine every app benefitting from contextual news to engage users in real-time with their app: - Livescore could surface personalized content about your favorite team alongside score updates so you don't leave after checking the score. - Calm could recommend more content related to spirituality and relaxation after a session is completed so you don't get meditation and leave. - She-in could provide articles about the latest fashion trends for shoppers who aren't quite sure what to buy. ## Diversity will Become a Proxy for Success, Similar to Gross Margin The Black Lives Matter movement rocked the world in more ways than one. Businesses everywhere pledged support for the movement, but more importantly, looked internally to assess diversity across their own teams. This year was different. Issues of racial justice rose around the world and accelerated discussions in the workplace about business's approach to diversity, equity and inclusion. It pushed them to assess culture and admit their failures, but diversity and inclusion have always been essential first and foremost for humanity, and for businesses to grow and thrive across many types of audiences. Real diversity taps into talents, creativity and perspectives from so many communities, backgrounds and cultures that it organically enriches any team, product or service that embraces it. A groundbreaking study from Harvard Business Review proved that when investors invest in companies where they share school backgrounds, their chances of being acquired, or going public is 11.5% lower than if they came from different schools. The impact of shared ethnicity was even stronger, reducing an investment's comparative success rate by 26.4% to 32.2%. Incredible stats. Companies with diverse employees can better relate to and target diverse consumers. For companies like Taboola, brands and agencies will expect us to bring to them a network of diverse publishers. Having diverse talent would increase our chance of winning those diverse partners and customers. I predict that in the future, starting in 2021, diversity, equity and inclusion will not only continue to rise in its level of importance because it's the right thing to do, but because people will understand that when the workplace is diverse and inclusive, their chances of success grows. Similar to how investors look at gross margin, they will start to investigate how diverse teams are or whether companies have a concrete plan to incorporate more diversity before making investments. --- ### What's Next in Brand Safety? Insights from IAS and Taboola URL: https://www.taboola.com/taboola-updates/insights-from-ias-and-taboola/ Last Modified: 2025-01-14 14:36:43 The turbulence 2020 brought opened up new conversations about brand safety, digital privacy, and risk management. This includes topics like contextual targeting, the aftereffects of COVID-19, and a boom in TV and streaming. We tackled these topics and more in partnership with IAS. Stacey Delaney (UK Country Manager at Taboola) and speakers Patrick Zinga (Digital Strategy & Planning Lead EMEA at StarCom), Rachel Waine (Digital Director EMEA at MediaCom), Rebecca Degiorgio (Paid Search Director at iCrossing,) and Paul Astbury (Business Development Director EMEA, Integral Ad Science) discuss the evolution of brand safety and a Q&A session with industry experts. Throughout the webinar, speakers also discussed insights from IAS's recent report — IAS Ripple Effect Online Survey, which included responses from UK consumers. ## Brands are Responsible for their Own Brand SAfety Taboola kicks things off with an overview of the evolution from brand safety to brand suitability. Brand safety has always been at the forefront of conversations between brands and agencies, and that's still the case: “Brand safety has always been at the forefront. Negative sentiment blocking has become more important than ever, but it has always been a priority," Waine said. Degiorgio agreed, and Astbury weighed in with specifics they tackle during the onboarding process: “When onboarding a new client, we need to understand what brand safety means to each client. We evaluate which tactics, strategies, and partners fit the brand's needs. Agencies have had to show how agile and responsive they can be." - Zinga said. Ultimately, when it comes to brand safety and suitability, it's clients that drive the conversation, especially those who are up against a bit more red tape. “Clients in highly regulated industries are more concerned with brand suitability and safety. Agencies must understand their clients and industries to discuss what is appropriate in their ad environment." - Degiorgio said This is in line with IAS's findings -- they asked respondents who they thought was responsible for brand safety, and brands/agencies were the top choice. Here's how the number shook out: - Brands / Agencies (33%) - Publishers (31%) - Verification Partners (28%) - SSPs (5%) - DSPs (3%) “It's up to the client to define their level of risk and what is appropriate for their brand. Every brand and every vertical will have unique criteria that need to be addressed on a case by case basis," Waine said. ## Surrounding Content Must Be High Quality Many marketers worry that they have to choose between maximizing reach and ensuring that their ads are only displayed in brand-safe environments. To achieve the right balance of scale vs safety, while also hitting clients' KPIs, and retaining brand safety, content has to be of the highest quality. “It's a matter of quality over content. You have to maximize reach over quality content to get engagement and attention. It's important to understand a brand's risk tolerance for suitability versus their desire to scale," Waine said. In IAS's recent survey, 91% stress the importance of the ad environment and the quality of content surrounding it compared to 87% who stress the importance of ads that are personally relevant to them. “You want to get the most cost-efficient CPA without limiting your reach. If you add multiple lines of targeting, you are limiting your reach, so you have to balance hitting campaign objectives while maintaining brand suitability. If you want to reach more people at scale with quality content, you should expect to pay a higher premium," Zinga said. This puts premium publishers at an advantage, especially since 65% of consumers stated a likelihood of engagement with ads in a high-quality environment versus only 22% who would be likely to engage with ads in a low-quality environment. When placed on a low-quality site categorized as high risk, consumer perception is affected. 88% of consumers found ads annoying, 55% felt less favorable toward the brand in the ad, and 70% would actually stop doing business with the brand. “The most important thing is an honest conversation with your partners about brand suitability and controls. The technology and education on brand suitability vary across different markets. Some advertisers may have to accept that their consumers also consume low-quality content, and therefore they must advertise in those environments to reach them," Zinga said. Controlling ad placement can be challenging. Worldwide data creation is accelerating, has led to an increase in ad placement opportunities but led to challenges that advertising technology must adapt to. Overly cautious brands with long keyword blocking lists have damaged relationships with publishing partners in a number of ways. - Less monetized inventory. - Missed opportunities to connect with the right audience by appearing next to contextually relevant content. - Wasted ad spends by appearing on pages unrelated to the brand. Publishers play a key role in the digital advertising ecosystem. Context is the new battleground for marketers. Effective marketers are able to control the environment while continuing to run at scale, driving business outcomes. “There has to be a balancing act between what's possible in brand safety without limiting too much. Too much blocking limits performance," Waine said ## The Next Evolution: Brand Suitability Controls With the shift to suitability, it's key that brands can access suitability controls to exclude unsuitable content. Technology that classifies content at scale can read content like a human. One of the issues that have come to light around brand safety in 2020 is keyword blocking and in some cases overblocking. To make sure that agency's are blocking the right keywords to ensure brand safety for their clients without compromising results, they turn to context. “Keyword blocking is a blunt tool, which can inadvertently block a large amount of news content. Rather than blocking catchall phrases, block the negative associations around news, stories, and articles. Brands must take advantage of contextually relevant content," Waine said. The future is a focus on suitability and sentiment technology, to get the industry closer to the true meaning of quality at scale: “The use of keywords have their place, but the recommendation to agencies is to focus more on brand suitability and sentiment technology. Not all content around a particular topic is actually negative. You want to be able to run at scale and engage with consumers around positive content," Astbury said. “If you're looking after the likes of Durex, you can't keyword block 'sex' because that is what your brand does. Page-level analysis of suitability and sentiment is key. AI understands the English language better than people. Keyword blocking is becoming an archaic approach," Zinga said. While brand suitability is the priority, risk mitigation is also top of the list in 2021, according to IAS's survey: - 48% consider brand risk mitigation a high priority - 31% a very high priority - 14% a medium priority - 5% a low priority - 2% a very low priority To keep on top of mitigation, it's all about transparency and frequent reporting: “You just regularly evaluate which publishers perform best and are most suitable for the brand," Waine said. “In addition, it comes down to transparent and actionable reporting and analysis for clients," Degiorgio said. ## Key Takeaways This year is all about suitability, quality and context. A few key takeaway from this event: - Context is critical. Brands need ads to appear in suitable environments while also aligning with privacy regulations. - Consumers are receptive to conceptual targeting. More consumers prefer contextually relevant environments over the use of personal data. - Brands can refine suitability by removing keyword blocking lists. - Upgrade to controls that analyze the context, semantic, sentiment, and emotion of content. IAS technology gets to the true meaning of the content and the emotions conveyed by the author. This ensures that your ad is placed alongside content that will connect with your consumers. This allows brands to move away from binary keyword blocking and advertise at scale in brand-suitable environments. Now, using our integration with IAS's Brand Safety Segment API, marketers can take full advantage of pre-bid blocking on Taboola, powered by IAS. We're also launching the ability for IAS customers to use post-bid campaign monitoring pixels on their Taboola campaigns.What's Next in Brand Safety?: Insights from IAS and Taboola --- ### Taboola Is Going Public URL: https://www.taboola.com/taboola-updates/taboola-is-going-public/ Last Modified: 2025-01-14 14:36:44 I started Taboola from my bedroom in my parent’s house back in 2007 because I couldn’t find anything to watch on TV. I thought, “people should not be looking for information, information should be looking for people.” Sort of like a search engine, but in reverse. Over the last 13 years we’ve built recommendation technology for forward-thinking publishers and advertisers in the open web. The open web is really important, even essential, because it’s free and diverse and doesn’t belong to any one giant company. Think about every website you love — every game, app on a mobile device or connected TV that lives outside of the walled gardens. But open web companies are dependent on walled gardens that compete against them with more data, more tech and more advertiser relationships, while advertisers have no choice but to turn to the walled gardens to access users effectively at scale. We wanted to change that. Taboola now delivers recommendations to more than 500M people every day. You’ve seen us before, if you’ve visited websites you love like CNBC, the Today Show, USAToday, The Independent in the UK, MSN, or Sankei in Japan — Taboola recommends the site’s own editorial content, as well as recommendations paid by advertisers. Today we announced our plan to go public and be listed on the NYSE as "TBLA." This will happen under a merger agreement we signed with ION Acquisition Corp., which is already NYSE listed. Part of me feels like this is a dream, but what it really is, is a dream come true. Taboola has this amazing ability to redefine our dreams, dream big and make them happen. ## Thank You for Taking Part in our Journey to Power Recommendations for the Open Web While Taboola is a technology company, people do business with people. When I think about our journey, I’m humbled and filled with gratitude for those that have been a part of it, those who believed in us, tested our new products, gave our teams a chance. I want to thank each and every one of you: - To our publisher partners: we would not be here without you. Our destinies are intertwined — when you grow, we grow. I feel like I’ve spent so much of my life with you, and you’ve become a part of both Taboola and my family. Thank you for being there at the beginning, and for long-term partnerships. - To our advertiser partners: thank you for choosing the open web together with us, working with our product teams on building the technology that you need to recommend your content, products and services, side-by-side with editorial content. Businesses deserve choices outside of the walled gardens. - To our investors: thank you to those who believed in us predominantly because of the tenacity of our team. To Danny, Zvi our very first angel investors, Erez, Chemi, Ohad and Rick who were our first VCs to join us in our journey. This was my first job — you had no reason to believe in me, but you did. - To Gilad and the ION team: thank you for seeing the potential in us, and partnering with us in this next stage of our journey. Gilad, welcome to the board of directors, it’s going to be quite a ride! - To Taboolars, past and present: your hard work, dedication and belief in our mission has brought us here. Thank you for showing up, pushing to always do better, and bringing your energy to our company. Some of us have been together from the early days — Avi, Ruthy, Aviv, Alon, Mosh, Gil and Lior. What a ride. We had so many incredible moments — writing and compiling our first code, launching our first recommendation unit, and working overnight to fix bugs. Taboolars, nothing is more exciting than writing this next chapter with you. ## What’s Next There are so many things I’m proud of. Investing approximately $100M in R&D in 2020. Paying over $2B to our publisher partners over the last three years. Being among the first to start a moderation team to keep fake news and harmful content off the open web. We only have 24 hours a day. I’m convinced that personalized recommendations should be everywhere, helping people make decisions that matter to them — what to read, what to buy, where to go — no matter which touch points they’re interacting with. We intend to continue investing in the open web and expand in these two areas: - Powering recommendations for anything. Over time, you should expect Taboola to recommend eCommerce products, applications, games, and much more. - Powering relevant recommendations anywhere. Over time, we want to be anywhere people spend their time, every device, connected TV, automobile and more. I’m proud to be an open web company that focuses on our partner’s goals and future, and nothing more, with no identity crises. It’s simple — we grow only if our partners grow. Forever. We bring the tech, data and revenue to even more websites, devices, connected TV and mobile apps out there, driving growth to our advertisers through the open web. Dreams can come true. Our journey is just beginning. ###### Additional Information ###### This communication is being made in respect of the proposed transaction involving Taboola.com Ltd. (“Taboola”) and ION Acquisition Corp. 1 Ltd. (“ION”). This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such jurisdiction. In connection with the proposed transaction, Taboola will file with the Securities and Exchange Commission (“SEC”) a registration statement on Form F-4 that will include a proxy statement of ION in connection with ION’s solicitation of proxies for the vote by ION’s shareholders with respect to the proposed transaction and other matters as may be described in the registration statement. Taboola and ION also plan to file other documents with the SEC regarding the proposed transaction and a proxy statement/prospectus will be mailed to holders of shares of ION’s Class A ordinary shares. BEFORE MAKING ANY VOTING OR INVESTMENT DECISION, INVESTORS ARE URGED TO READ THE FORM F-4 AND THE PROXY STATEMENT/PROSPECTUS REGARDING THE PROPOSED TRANSACTION AND ANY OTHER RELEVANT DOCUMENTS CAREFULLY IN THEIR ENTIRETY WHEN THEY BECOME AVAILABLE BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. The proxy statement/prospectus, as well as other filings containing information about Taboola and ION will be available without charge at the SEC’s Internet site (http://www.sec.gov). Copies of the proxy statement/prospectus can also be obtained, when available, without charge, from Taboola’s website at http://www.taboola.com. Copies of the proxy statement/prospectus can be obtained, when available, without charge, from ION’s website at http://www.ion-am.com/spac. ###### Participants in the Solicitations ###### Taboola, ION and certain of their respective directors, executive officers and other members of management and employees may, under SEC rules, be deemed to be participants in the solicitation of proxies from ION’s shareholders in connection with the proposed transaction. You can find more information about ION’s directors and executive officers in ION’s final prospectus dated October 1, 2020 and filed with the SEC on October 5, 2020. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests will be included in the proxy statement/prospectus when it becomes available. Shareholders, potential investors and other interested persons should read the proxy statement/prospectus carefully when it becomes available before making any voting or investment decisions. You may obtain free copies of these documents from the sources indicated above. ###### No Offer or Solicitation ###### This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities, or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offering of securities shall be made except by means of a prospectus meeting the requirements of section 10 of the Securities Act, or an exemption therefrom. ###### Caution About Forward-Looking Statements ###### This communication includes forward-looking statements. These forward-looking statements are based on Taboola’s and ION’s expectations and beliefs concerning future events and involve risks and uncertainties that may cause actual results to differ materially from current expectations. These factors are difficult to predict accurately and may be beyond Taboola’s and ION’s control. Forward-looking statements in this communication or elsewhere speak only as of the date made. New uncertainties and risks arise from time to time, and it is impossible for Taboola or ION to predict these events or how they may affect Taboola or ION. Except as required by law, neither Taboola nor ION has any duty to, and does not intend to, update or revise the forward-looking statements in this communication or elsewhere after the date this communication is issued. In light of these risks and uncertainties, investors should keep in mind that results, events or developments discussed in any forward-looking statement made in this communication may not occur. Uncertainties and risk factors that could affect Taboola’s and ION’s future performance and cause results to differ from the forward-looking statements in this release include, but are not limited to: the occurrence of any event, change or other circumstances that could give rise to the termination of the business combination; the outcome of any legal proceedings that may be instituted against ION or Taboola, the combined company or others following the announcement of the business combination; the inability to complete the business combination due to the failure to obtain approval of the shareholders of ION or to satisfy other conditions to closing; changes to the proposed structure of the business combination that may be required or appropriate as a result of applicable laws or regulations; the ability to meet stock exchange listing standards following the consummation of the business combination; the risk that the business combination disrupts current plans and operations of ION or Taboola as a result of the announcement and consummation of the business combination; the ability to recognize the anticipated benefits of the business combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; costs related to the business combination; changes in applicable laws or regulations; Taboola’s estimates of expenses and profitability and underlying assumptions with respect to shareholder redemptions and purchase price and other adjustments; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale Taboola’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in Taboola’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with Taboola’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of Taboola’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the section entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” in ION’s final prospectus dated October 1, 2020 relating to its initial public offering and in subsequent filings with the SEC, including the proxy statement relating to the business combination expected to be filed by ION. --- ### Introducing the New Taboola Ads Dashboard URL: https://www.taboola.com/taboola-updates/introducing-the-new-taboola-ads-dashboard/ Last Modified: 2025-01-14 14:36:44 Taboola has always empowered advertisers to reach audiences across the world's top sites. Now we're making it even even easier with Taboola Ads — our next-generation media platform designed to provide a simpler, more intuitive way for you to achieve your business goals. With Taboola Ads, advertisers will see: - Improved navigation for a more user-friendly experience - New customer reporting features to help you analyze your data - Easier uploading of creative assets for your campaigns - In-platform recommendations to optimize campaign performance To learn more about Taboola Ads, watch this video from one of the brains behind the operation — Ami Rotter, UX Expert in Performance Marketing & Data Product Management at Taboola — with the full transcript below. https://youtu.be/82FDwWzoEIM Hi, my name is Ami. I'm a user experience designer. For the past three years, I've been working on the new Taboola Ads platform. We built a brand-new user interface from scratch. We're adding new features and new advertisers every week. We're getting a lot of feedback and we're improving constantly. Whenever I hear about advertisers that started to use the platform without any friction, that's the best news I could hear. This is our next-generation media platform. This is where you start your campaigns and manage them. We're proud that it's much easier to use now. You can customize the data and see it just like you want it. Navigation has improved. You don't have to open multiple windows. Everything is much more accessible. Creating ads is much easier now. You take a few titles and a few images, and we automatically mix and match them to get you multiple ad variations. We also have a beautiful new graph, and we are adding more graphs to other reports now. The platform was built with advertisers in mind so they can take control of their captions. Although we do have a large number of account managers to help our clients and support them, we still want them to have the capabilities to do things on their own. It's built for self-service, and it's easy and intuitive to use. The beauty of the platform is that it's built for advertisers of any size. If you're an expert, that's great. If not, we'll still make you successful. It was a lot of work. It took over 1,000 dev tickets, 21 Slack channels, and running usability testings with clients from all over the world. We had to move 10,000 advertisers from one platform to another, so it was a huge challenge and it went by pretty smoothly. Advertisers will now have a tool that was built and tailored for them. Whatever you do with Taboola, you can now do it more easily. It's a tool that will help you achieve your business goals seamlessly. --- ### How the Advertising Industry Should View the Intersection of Creativity and Data URL: https://www.taboola.com/taboola-updates/how-the-advertising-industry-should-view-the-intersection-of-creativity-and-data/ Last Modified: 2025-01-14 14:36:44 On the surface, it may seem like the two concepts that drive advertising—creativity and data—are at odds with one another. After all, creativity is, at its core, a human activity, requiring a person to think, innovate, and design using their very subjective talent and taste. On the other hand, data is, by nature, concrete—collected and analyzed by computers, used to measure completely factual information, and immutable no matter how humans interact with it. Despite creativity and data being so different, advertisers cannot focus entirely on one and ignore the other. Instead they must master both—producing ad creatives that resonate with audiences and ensuring their ads get placed where they're seen by those likely to buy. In fact, the most effective advertisers don't silo creativity and data. Rather, they understand how to use the two in tandem, relying on powerful data mining and AI technology to make informed decisions about what creative content will work best, and learning simultaneously where they should place it. ## Deep Learning Can Help You Produce Creative Content that Engages Your Core Audience Data and creativity merge when advertisers employ tools that harness the power of deep learning. Deep learning is a type of AI that uses algorithms to understand what patterns of visual images, video, and text (i.e. the meat of an ad's creative) users most frequently engage with and how they interact with that content. This allows them to show the most effective advertising content to the right users in the right place. One reason that deep learning is so powerful for advertisers is because the more it's employed, the more data is gathered about consumer behavior—and, ultimately, the smarter the algorithms get. Over time, this allows advertisers to get more precise at matching an ad, a consumer, and a page effectively—consistently rolling out creative ad content where they're certain it'll work. Using deep learning to mine data and understand consumer behavior online will allow you to lean on the creative content that's doing what it's intended to—and avoid the content that's not. ## Data Can Make Ad Creatives More Relevant By Speeding Up Time to Market When it comes to ads that resonate, creative content is key. However, culture and trends change rapidly, and it can feel hard to ensure a campaign that feels meaningful one day will still be relevant the next. Traditionally, marketers tested their ad creatives using focus groups. While it's somewhat useful to get feedback about ad content directly from the mouths of real potential buyers, the process of manually testing ads is slow and clunky. It's also limited to a relatively small audience. Often, by the time the process is complete, the creative content is outdated, or there's different content that would appeal more to a wider audience of buyers. Luckily, advertisers can shift away from a slow, outdated testing process and speed it up by harnessing the testing of data in real time. Technology that allows for automated A/B testing can give you information about which content is performing best with a wide audience right now—no waiting for results. Also, real-time data reports allow for more flexibility with your ad creatives and help you avoid the rigidity so many advertisers used to feel about their campaigns once their testing process was complete. You no longer need to feel locked into what tested best at the beginning of your campaign. With data-driven tools, you can see which creative content is outperforming others at the moment—and quickly shift towards what is working and away from what is not. ## Using Data to Make Buying Decisions Can Ensure You're Making Smart, Safe Buys Successful advertisers see a return on their investment. After all, why spend money to market your business if you're not bringing in any new customers? So, advertisers should look for partners that offer guaranteed-based buying: meaning, you only pay for an advertisement if a potential buyer engages in a very specific, predetermined way with that ad (e.g. a click, a completed view, a download, etc.). Designate what outcome you want each ad creative to have, then ensure that you only pay for advertising if you experience that outcome. By buying on guaranteed-based outcomes, you can follow a predictable model that proves the value of your media buy before you launch a whole campaign. Or, if your ad does not perform as intended, you can go back and tweak its content so that it pays off. Thanks in part to a global pandemic that has changed the way buyers browse, research, and shop, today's advertising landscape feels uncertain and treacherous. This can make marketing teams feel like their efforts are a gamble, since it's hard to pinpoint what content will resonate, and where users will actually be spending time. Luckily, if you use data to make better creative decisions and determine where it's best to place your creative content, you can minimize the risk you experience when buying advertising and increase the chances that your ads get seen by the right people. Harnessing creativity and data together can ultimately ensure your advertising investments are worth it, as you effectively convince more and more people to buy. --- ### Journalism Will Never Have a “Social Dilemma” URL: https://www.taboola.com/taboola-updates/journalism-will-never-have-a-social-dilemma/ Last Modified: 2025-01-14 14:36:44 The crux of Netflix’s recent documentary, The Social Dilemma, rests on one foundational message: the over-collection of personally identifiable information has provided social platforms with the power to manipulate our personalities, our highs and lows, and our core values. It’s just as addicting as nicotine, getting people addicted once tried. Pop open the hood, and you’ll find this foundational message rests on what the documentary claims is the main goal of social platforms: for us to spend more and more time on their apps. They achieve this goal through nefarious algorithms, addictive designs, and sophisticated fear of missing out (FOMO) tactics. It’s worth noting that Facebook publicly contested these claims, by clarifying their strategy is about value, not addiction, that the sources in the documentary hadn’t worked for a social media platform for years, and that they couldn't have a true picture of today’s landscape. When you look outside of social platforms, on the open web and news websites where people engage with journalism, you could argue that every site out there is also fighting social networks for the same precious time and attention. The difference is that journalism is never going to have a “social dilemma.” ## Nobody is Mining and Manipulating Information About You on the Open Web When you visit The Independent or CNBC, nobody knows your identity. News sites can’t see any personally identifiable information about you. They don’t know your name, age, gender, friends, or hobbies, which means there is no identity to manipulate. ## Consciousness and Democracy Powered by Editorial Teams (Versus Social Media) Whether or not we like the viewpoints suggested for us on sites by editorial teams on the open web, they’re created and curated by humans, free of government control, and free of machine control. This is in direct contrast with social media platforms, where the feed is powered by machines with the goal of optimizing for us—people—to addict us and capture more of our attention, and ultimately, our consciousness. An editorial team’s job is not only to create and suggest content free of machine control, but also to filter out the noise—they’re qualified to make decisions about what information should “make it to the top,” and what information matters regarding the country's economic situation, sports, entertainment, trade, commerce and more. Editorial teams are the connection between information and the people, and democracy is a system based on the principle of rule, “of the people, by the people, for the people.” Exposing people to a range of opinions and educating people on those opinions is key to our future. That’s why the open web matters— it supports our basic right to be educated, keep our consciousness safe, and to not be manipulated. ## Empty Calories are Bad for You Journalism by definition has serendipity rooted inside it through editorial voice. You’ll stumble upon new ideas and different points of view on news sites, unlike a social media feed which is essentially an AI-fueled machine designed to be your own echo chamber. Every news organization in the world would love to get another minute of attention from users who visited to read more, view more, interact, or sign up for a newsletter. When you give more of your attention to them—if you do spend more time on the NYTimes website or on CNBC—it’ll end up being a meaningful time. You’ll probably learn something you didn’t know, or hear a new opinion about something you care about. Social media platforms feed off the need for social approval and interaction to influence your actions. This doesn’t exist on news sites. Consuming content on social media sites is like consuming “empty calories,” whereas time spent consuming content founded in the ethics of journalism is like a well-balanced meal. It’s not easy to choose broccoli over white sugar, but we know what’s good for us when we see it. Go broccoli. ## There is No Dilemma We need to admit that we’ve lost control, and like the American Rapper Nelly song “Dilemma” says: “No matter what I do All I think about is you” We’re hooked, and we can’t stop thinking about social networks. While the world is going through one of the biggest crises of all time, a global pandemic, there is one good thing that’s come from it, and that usually happens during times like these. We’re all forced to re-think, businesses and people alike, whether or not we’re doing everything we can to do better, and to ask ourselves if there’s anything we can do differently. The path we're on will lead to civil war and depressed communities unless we do something about it; journalism and the open web are critical to democracy, our education, and peace. We need local news, national news, vertical sites, and the open web to stay strong. I’m optimistic that it will thrive because we appreciate it, and because it has to. This is also a good time to think about our “time,” meaning how we spend it, and the importance of the open web, ruled by people, not machines. I have no dilemma, I vote for the open web and journalism. --- ### In With The New: Driving Discovery in 2021 URL: https://www.taboola.com/taboola-updates/in-with-the-new-driving-discovery-in-2021/ Last Modified: 2025-01-14 14:36:45 It's 2020, and Adweek's Chief Brand Officer Danny Wright sets the scene. Although we're all on Zoom now, he reminisces on the past events Taboola and Adweek have shared, including one at Frank Sinatra's house in Palm Springs (feels like a time we really had the world on a string). But, as the walk down memory lane comes to a close, and it's clear we're still in this virtual world for now, Wright introduces Stephanie Paterik, Executive Editor at Adweek, for a panel that answers a question we've all been wondering lately. ## Is it 2021 yet? Well, is it? Not quite yet, but just talking about plans for it makes it feel closer. Paterik is joined by a panel comprised of: - Jennifer Brockington: Senior Director, Consumer Strategy, Research and Acquisition at Ally Financial - Amanda Goetz: Vice President of Marketing at The Knot Worldwide - Anna Faktorovitch: Senior Vice President of Marketing at CAVA ### The First 24 Hours of The Pandemic To kick things off, Paterik zoomed in on that initial moment of disruption when the pandemic first hit, asking each panelist what those first 24 hours were like for them professionally. Goetz, sharing first, gave a glimpse into what it was like within the wedding industry, with a staggering amount of couples immediately needing to reschedule weddings, and more expected to come down the pipeline. “It was," Goetz explained, “not business as usual." Goetz then shared how The Knot Worldwide's new goal became focusing on all things empathy and support, including creating a 24-hour hotline for couples to answer every question they could have across social channels, customer service channels, and through the product directly. The Knot Worldwide launched a $10 million vendor assistance program. They honed their editorial expertise to put out over 100 pieces of content in the first few weeks. Simply put, it wasn't business as usual, but they adapted, and they adapted fast. Brockington of Ally Financial jumped in here to share that for them, too, empathy was critical in those first 24 hours. They focused on how to help consumers defer payments, becoming the first financial institutions with a quick relief program. Brockington also shared how Ally considered what communications may be viewed as tone deaf, and made sure to foray into efforts like thanking first responders, donating ad space for PSAs about being safe and staying home, and even launching an uplifting series with Katie Couric. For Faktorovich and Cava, those first 24 hours meant deciding whether or not to keep locations open. “We have stayed open the whole time," explained Faktorovitch. “We had a task force working 24/7 for the first 4-5 weeks––ear to the ground to our customers. Did they want us to stay open? Yes. But on their terms." Faktorovitch also shared an impressive statistic: 30% of Cava's revenue today comes from digital channels that did not exist before COVID. Talk about adaptation. ### Focus For The Remainder of 2020 Since 2020 isn't quite over yet, Paterik took an opportunity to ask each panelist what their professional focus is set on for the rest of the calendar year. Goetz shared that at The Knot Worldwide, the holiday time is internally referred to as their super bowl, with over 40% of engagements happening between Thanksgiving and Valentine's Day. This year, Goetz shared, they're expecting those engagements to be even higher. She shared: “Our goal is to continue to be there where our audience needs us. Couples can plan their wedding digitally. We've introduced new features like video chats for vendors, 3D virtual tours, registries, etc. We have everything to meet people's needs." She also shared that The Knot Worldwide views their job right now as making weddings now feel “normal and safe," with creative measures like socially distant dance circles and crafty outdoor venues. For Brockington and Ally, the rest of the year is all about access channels. She shared: “We are in an era of mass digital empowerment—Ally was born that way. For us, it's an opportunity for consumers to realize you probably haven't been to a bank branch in quarantine. So, do you really need a bank branch? People will adopt new digital practices they never thought they would before." ### A Look Towards The Future Paterik took an opportunity to share a quote here about having to live through these times in order to learn from them. And, with all panelists having now lived through this for the past six months, Paterik asks for some of these very learnings. Faktorovich kicks off by sharing that even pre-pandemic, Cava guests lead digital lives. For thar reason, Cava remains focused on enhancing their digital experience and making it faster and easier to access Cava without sacrificing quality. Brockington shares a nod to the competitive landscape of the future, pointing out that as companies figure out how to do business digitally, consumers may wonder if they can trust these new offerings. She explained: “If your brand isn't created out of a pain point, consumers are going to see through that. Consumers will have the key to the castle." Brockington also shared just how critical live sports typically are for Ally, and that they have pivoted that this year. She took time to point out the streaming and e-gaming opportunities that go beyond linear TV. To wrap up their session, Paterik asked each panelist for their prediction in a word (or two). For Brockington, that word was purpose. For Goetz, it was connection. For Faktorovich, her two words were suburban strength. ## Striking A Brand Safety Balance With 2021 just on the horizon, there was much more to cover, especially around the way brand safety has changed, and will continue to change. Here, Adweek Programmatic Reporter Ronan Shields entered, with a panel of his own to interview: - Robin Shore: Senior Manager of Demand Partnerships at Taboola - Jim Egan: Vice President of Publisher Development at Integral Ad Science ### A Transformative Year, Indeed Shields kicked off the conversation with a nod to what a transformative year it has been for brand safety. Between COVID-19, civil unrest, and a U.S. presidential election, he asked both panelists to talk the audience through what their respective companies had experienced. Shore started by explaining that when the pandemic first began, there was an industry-wide knee-jerk reaction to pull spend driven by a combination of brand safety concerns and so much financial uncertainty, under which marketing budgets are often the first to head under the microscope. Shore explained how this prompted difficult conversations, but it also prompted an opportunity to “slow down and re-center," making way for important talks around brand safety. Egan quickly agreed, saying: “We found ourselves right in the middle of an unprecedented awakening––how brands, agencies, platforms, and publishers were defining and looking at brand safety. It was a pivotal moment." ### Not All Coronavirus Content Was Created Equal Egan explained how IAS began working with marketers to help them understand that not all Coronavirus-related content was necessarily bad for brands. The shift called for solutions beyond antiquated keyword-based approaches to brand suitability, something that Egan shared, thankfully, IAS had already started working on. “IAS' largest investment in the past years has been around building out a contextual intelligence capability that goes beyond our historical brand safety capabilities. In addition to keywords, we're now able to apply natural language processing to account for context, sentiment, and emotion." Shore agreed and acknowledged that while there was certainly negativity, there was uplifting news, too, sharing: “It's all about education and understanding the value of ad adjacency. There's enormous value in being front and center." He mentioned Taboola's work empowering publishers to have those conversations, too, and explained that Taboola has taken a good look at their vast amount of publisher data to further identify trends and opportunities. ### So, What Have The Trends Been? Shields opens the floor for both panelists to talk about some of the trends they've seen emerge, and new audiences they've seen since the start of the pandemic. Egan points out that news environments house so many different types of content, and clusters developed around topics like health & wellness, recipes, or lifestyle that could take a topic like COVID but have a neutral or positive sentiment. Shore shared two notable audience trends from Taboola: Home & garden content, and pet-related content. ### A Look Ahead at The Future of Third-Party Cookies Shields touched on a recent announcement from Google sharing that third-party cookies are, essentially, going away. He asked his panelists for their thoughts. Shore shared a key piece of advice: start planning now. He continued: “What are different channels doing to adapt to this? Ask the right questions of your vendors and partners to understand how they're preparing. There will be a huge shift to more sophisticated contextual targeting and technology." Both Shore and Egan agreed that brand safety as table stakes has been long implemented, but over the last 12 months, specifically the last 6, there has been larger diversity amongst marketers investing in brand safety and asking questions that they hadn't in the past. ## Executive Fireside: Challenges, Changes, And Trends To wrap up a riveting series of discussions, Adweek's Editor and Senior Vice President, Lisa Granatstein, was joined by Taboola's Founder & CEO, Adam Singolda, for a fireside chat. ### Innovation And The Industry Kicking things off, Granatstein asked Singolda how the industry has been driving innovation these days. After noting that the two speakers were actually supposed to be together on a SXSW panel this year (and noting that much has changed), Singolda shared that there are two sides to the shift. “On one side, it's weird to be working from home in this Zoom world. But on the other hand, there's something special that happens when you have no other choice. As a global company, we suddenly became more efficient. It flattened the world and made us closer." Singolda also notes an early increase in advertisers for masks, and an unforeseen surge in readership around plumbing—just a few of the shifts Taboola has seen since the start of the pandemic. He also mentions banks, saying: “For ages, credit cards were the front end product for banks, but during the pandemic, we saw that people were seeking out investment products. We recommended that banks change their messaging accordingly." ### What Challenges Did Publishers Face? Granatstein turned the focus onto publishers, posing this very question to Singolda next. He responded: “Publishers and advertisers both had so much uncertainty. How, and for what, do you plan? In these times, you tend to see people stop and look internally for answers, and we saw that across the board." Granatstein nodded in agreement, sharing that Adweek, a diversified business, shifted focus to subscriptions which grew nearly 50%, virtual events, newsletters, community building, and more. “Trust has been a big thing," remarked Singolda. “Nothing brings people together more than a mutual enemy, and this pandemic was an enemy for us all." ### The World of Content Moderation Granatstein shifted gears next to talk about content moderation, noting that Taboola does not run political ads. She asked for Singolda' take on social media channels, who do run these types of ads. Singolda noted that content moderation is a huge topic, replying: “There is a fundamental question––do you believe AI can moderate content and do a great job at it, or do we need humans to solve a human problem? I believe AI is a huge revolution and it'll be here forever, but a mistake could be too big. Racism, fake news, deceiving content—we need humans to solve human problems. My recommendation is that I would hire 50,000 people to moderate Facebook day in and day night and I would grow that team because it's worth it." With this take on content moderation shared, Granatstein asked Singolda to turn inward, inquiring about Taboola's own content moderation policy. Singolda referenced two ways in which Taboola tackles content moderation. The first is having a public policy because, in Singolda's words, “we want to be consistent." He then dove into more detail, explaining: “We also have a 50 person content review team reviewing 100% advertising on the Taboola network. That doesn't mean we don't make mistakes, we have plenty of challenges. But when we make mistakes we fix them, and we're looking for topics that can hurt consumers and deceive them. It's a very hard job reviewing thousands of pieces of content. Kudos to that team. I intend to double and triple down on that team." Granatstein then touches on the recent news of the Taboola and Outbrain merger talk ending. Singolda gave context, explaining that it was “an incredible experience, and we made amazing friendships." “All the way to the end," shared Singolda, “we planned how the new company would look and it was a once in a lifetime experience." He explained how as the process went on for longer than anticipated and the pandemic hit, it became time to decide to renew or part ways. He noted: “There were enough gaps between us that led us to choose to go separate ways. I think it was the right decision for both companies and both companies are in a good place." ### The Future Ahead When Granatstein shifted focus to the future, Singolda said right away, “I'm convinced that news will be the glue between users and everything in the future." Granatstein asked for any future focus area within Taboola itself, and Singolda shared two: “We're looking at two big areas. One is our existing open web operation where we will do more with e-commerce opportunities, and more brand safety & transparency partnerships like with IAS. The second is how can we bring news anywhere people spend time, on every device. That will take us into the next decade. It's a huge $100 billion market so we have a lot of work to do and grow and give back to publisher websites." The two speakers then took a moment to reminisce on the specialness of live events. “Don't you miss them?" asked Singolda. “I miss not just the rosé, but the networking, too!" joked back Granatstein. Singolda also noted that while virtual events continue to be more efficient and global, something is missing, and that's serendipity––stumbling upon someone, getting coffee, and making a great friendship or partnership. “We all miss those connections," remarked Singolda. Granatstein wrapped up their time by asking Singolda how he feels heading into 2021. “I'm optimistic. 2020 in a word would be perspective––re-thinking about everything we do, how we run our businesses, how we appreciate friendships. We all grew up a little bit. We got our priorities in order and became more efficient. We ask ourselves tougher questions. I think that will be an asset in 2021 and beyond. We will never forget 2020." We most certainly will not forget 2020, and we won't soon forget the incredible panels and speakers who made this Taboola and Adweek virtual event so insightful. --- ### DMEXCO 2020: Pandemic Readership, What it Will Take to Move Forward, and a Nod to Machiavelli URL: https://www.taboola.com/taboola-updates/dmexco-2020/ Last Modified: 2025-01-14 14:36:45 Each year, DMEXCO is unlike any other past versions of itself, bringing forth new topics and ideas, new speakers, and many new and valuable insights. This year, however, DMEXCO was really different than it has been in the past. For the first time ever, the event went virtual. In lieu of the usual seats on stage, Taboola's Founder & CEO, Adam Singolda, and the CEO of customer lifecycle management marketing company Zeta Global, David A. Steinberg, talked with one another from a bit of a different setting—their own living rooms. Throughout their talk, real-life friends Singolda and Steinberg navigate the changing business trends they've seen throughout the year—everything from the all-too-familiar feeling of how surreal it is to be conducting interviews via Zoom, the human and business challenges of the past several months, to what data-driven trends the future may hold, and more in between. ## The Switch to Working (and Living) at Home To kick off their conversation, Singolda asks Steinberg how Zeta Global's employees have been coping with working from home since March 15th, similar to Taboola's timeline. Steinberg looks at both the positives that have come with the transition, like more family time and quickly-adapted business operations, as well as the difficult aspects, like equipping all employees with the technology they need to work and some of the inevitable things that are missed when co-workers can't gather together in person. “What we're missing out on is innovation for the future. It's harder to innovate when you are A.) In a crisis, and B.) Not together to have those thoughts." Singolda, feels similar, and places some of Taboola's continued cohesion and productivity on weekly all-hands meetings that bring together 1400 employees in 18 countries to talk about anything and everything impacting themselves and the business. But it's not all sunshine and rainbows for Singolda, either. “Personally, what I miss the most is serendipity and stumbling upon situations—a great contact you meet, or an event you happened to be invited to. So much business growth and relationships come from that. It's so much harder over Zoom." This was actually how Steinberg and Singolda met, Steinberg reminisced: “A mutual friend introduced us. We met at my office for an hour where I tell you I'm going on a corporate event two days later, and ask if you will join us. You said yes and there we were!" The two laugh and, for a moment, you get a real-time glimpse into the incredibly relatable experience of simply missing a friend. “People miss people the most," says Singolda. “We've found ways to be productive, but the human touch is the biggest gap." ## A Look Back at Data To understand the impact the pandemic has had beyond just separating teams and people across the globe, Singolda shared some readership data from Taboola's network. “They say in healthcare that what has now taken six months would have once taken 20 years. We're seeing this with brick & mortar businesses going online. It would've taken them longer to consider digital channels, but we've seen that growing significantly these days. In many ways, what we saw started with user curiosity—what people are reading online. We reached out to brick & mortars, and vice versa, and it became a massive success." Singolda goes on to share that the gardening & plumbing verticals saw a 245% increase in readership during the first few months of the pandemic. This included everything from people reading about snaking their own toilets, to growing a vegetable garden at home, and everything in between. Another staggering but relatable data point? Singolda shares that pet stores saw a 50% increase in readership, specifically due to an increase in adoptions and fostering. The logic here is clear, with people spending more time at home and perhaps seeking companionship, and Singolda goes on to ask “Is Netflix content for pets next?" Steinberg quips immediately that the two are in agreement, something that's clear in the way the two CEOs banter. “We see this as a 5-10 year acceleration of digital. I talk about 2020 as 1918 + 1929 + 1968 = 2020. The great flu pandemic, the crash of 1929, the race riots of 1968. It all came together this year. That has translated into what's happening in digital." Steinberg goes on to explain how Zeta Global has seen cost-per-click and CPM rates go down because content is exploding at such an incredible rate that, even as advertising increases, it's not keeping up with. ## A Look Forward at Data With March-August's data in mind, Steinberg and Singolda begin to share the data that both of their companies have been compiling as they look ahead to what's next. Steinberg starts off by sharing: “Particular upticks in September in the Zeta Opportunity Explorer are in the industries that were hit the hardest in Q2. The biggest upticks are in travel, hospitality, and entertainment. The next biggest are in automotive and financial services." Singolda zeroes in on travel, asking Steinberg to tell him more. “We see Q4 travel projections are going to go down by about 33% which, quite frankly," Steinberg explains, “is up 100% from Q2." Steinberg also shares insights into a vastly different outlook for local travel in comparison to its further counterpart. “We're seeing growth and travel again, but the big difference is that we're seeing that travel within 50 miles of people's homes will be up by 88% and travel where people go over 100 miles away will be down over 70%." Singolda agrees, noting that while Taboola has seen readership around travel as a category decrease by 22%, there is a huge surge in certain topics such as “local travel," “beaches," and “national parks." ## Thinking on a Global Scale The conversation moves global when Singolda asks Steinberg, “remind me how many offices you guys have around the world?" Steinberg answers that they have 26 on four different continents, and that they, too, have turned to all-hands meetings to try and bridge global gaps. When Singolda asks Steinberg for his take on how different markets globally have been impacted in different ways this year, Steinberg says: “We look at intent as the most important metric for us. We were looking at what geographies are the most optimistic and which are the least based on what's going on right now." For Zeta Global, this has turned out to show that among the most optimistic locations are China, India, and the U.S. Less optimistic are Europe and Japan. “I'm not saying people in Europe and Japan are pessimistic, just less optimistic," Steinberg is quick to add. “But as we note today, 66% of the global GDP is based on consumer spending, and consumer spending is largely driven by whether people are optimistic or pessimistic." ## A Look at the Long Term With the time left on their interview wrapping up, Singolda poses a forward-looking question for Steinberg and asks him, “What's your opinion about the long-term impact on small and large businesses? What should people do differently this year for Q4 compared to last?" Steinberg notes that this interview is likely to end similarly to how it started—remarking on the massive acceleration to digital. “Looking at client data was once an advanced modeling capability, but today it's table stakes. If you don't understand client data to help bring in new customers, then you're not focusing on making your business successful." Steinberg shares that for smaller businesses, “it's all about understanding your data and finding like-minded people on digital who are looking for your product." For larger companies, it's more so about “the ability to move from linear TV marketing to targeted TV marketing. We saw a 179% increase in viewership of CTV in the last 3 months. That's not going away." Switching gears to the holiday season specifically, Steinberg notes that they think the average consumer will spend between $670-$758 which will be, as he says, “a tough trend for companies to contend with." “If you're a small or large business, you need to be there investing in platforms like Taboola and partnering with companies like Zeta to move you in a way that makes sure you're in front of customers." ## Parting With a Positive Ever the pair of optimists, Singolda and Steinberg bring the conversation back to the topic of optimism. “There are two types of companies in 2020," Singolda explains. “Those who hope this will end, and those who have evolved to this new world that may be with us—or a part of it will be with us—forever." Singolda also predicts that both large and small companies will “double down on performance and data." Steinberg agrees, and references Machiavelli's famous saying: “Never waste a crisis." “At the end of the day, a crisis is the single biggest opportunity you have to effectuate change. Any company that's utilizing that will come out of this substantially stronger. I'm optimistic about the future of companies who understand, invest, and focus on data." Singolda agrees, and before they sign off, takes a moment to recognize that, for the record: “David and I would have loved to fly to Germany and do this on stage." So, here's to the optimism that next year, they will. --- ### Why the Taboola acquisition of Outbrain didn’t happen URL: https://www.taboola.com/taboola-updates/why-the-taboola-acquisition-of-outbrain-didnt-happen/ Last Modified: 2025-06-30 07:29:33 It is all over the news, we’re not acquiring Outbrain. Now to what happened: Outbrain agreed to be acquired by Taboola in October of 2019. - We met good people, much like us, and spent a lot of quality time with them. - The agreement had an expiration date after 12 months, giving both sides a way to part ways. - As part of the process we exchanged financial information with each other. Based on the relative performance of the two companies, we decided the original deal does not make sense anymore. We could choose to pay the same price of 30% in equity + $250M, but our shareholders thought it’s too much for what we would get based on the relative contribution of the two companies. Nothing emotional, not about culture fit, just data. - Out of deep respect, we tried to do a deal that was equity only (but less equity), or equity and cash (but less cash) that matched Outbrain’s financial contribution to Taboola. We failed, and we called it off. We are in a dynamic industry, so we are dynamic. We are in an industry driven by data, so we are scientific. When something doesn't work or doesn't make sense, we stop doing it. When something performs well, we get it done better and faster than anyone else. I personally like the Outbrain team, and I truly wish our new friends there all the success in years to come. While this was a business decision, we’re all people, and staying human matters. Meanwhile, our market, the open web, journalism, and advertisers need us more than ever before. Taboola has what it takes to support our clients and partners - world’s best tech, amazing people, and tremendous financial resources - giving us the ability to invest in both for the long haul. For all our partners in the 18 countries in which we operate - the opportunity ahead of us is larger than our wildest dreams, and I feel stronger than ever that with our team, and our dedication to continue executing on our core values, we will together fulfill our mission to be the driving force to journalism, and giving advertisers an alternative outside of the walled gardens. Every day, every night. Explore alternatives to Google Ads, Meta, LinkedIn, X, and TikTok. This is only the beginning. #BecauseWeRecommend Whoever you are out there, if you have any questions, email me at adam.singolda@taboola.com. — Adam Founder & CEO, Taboola --- ### A Letter From Our CEO to Our Community: How We're Weathering COVID-19 Storm URL: https://www.taboola.com/taboola-updates/how-were-weathering-covid-19-storm/ Last Modified: 2025-01-14 14:36:45 It's been four months since it started. So much is going on in the world, so much is going on in our world. Today, I'm going to write about three things⁠—how our people are doing, how our industry and business are doing, and what we're doing to weather the COVID-19 storm and support those who've been affected. ## 30-minute meetings, being invited to our clients' homes and a whole new data-driven approach to running our business We are very fortunate that very few people at Taboola got sick with COVID-19. Those that did were in our thoughts at all times, and we supported them in any way we could while they were unwell. Almost overnight, we transitioned 1,500 employees in 18 countries around the globe to a work-from-home environment. Much like many others reading this post, this means taking calls with a kid on your lap, cooking at home for every meal, hopping from one video call to another, blending home with work like never before, and being virtually invited to all of your clients' homes for meetings for the first time. We quickly embraced work-life flexibility, implemented new team routines, adjusted our work hours for those that needed it, and learned to stay connected from behind the screen. We've also been creative with how we use our time. For example, we pivotted our office managers and recruitment teams to support efforts related to our partner's success and generate leads as we rolled back hiring and closed our offices. We used data to navigate our business through the initial uncertainty, and are still continuing to do so. We created daily reports in each market to keep our fingers on the pulse of how advertiser spend is changing. We are looking for vulnerabilities around categories that thrive now, but may not thrive after the global pandemic has ended. As pageviews and readership changed so much, some content drove higher revenue and some drove lower revenue. From it all, we came up with a new metric that calculates the “true revenue performance" of our company across the web. We measured productivity, and learned a lot about ourselves. For example, we can't travel, but we can arrange meetings with people around the world much more easily, and at a higher frequency. We've also noticed that while it was hard to take meetings with some people on video before COVID-19, when everyone is on video, it works. We developed a whole new data-driven way of operating our business during these times to allow us to act fast as things change fast. Here is an example how we measured our productivity before and after ## You Know You're In An Advertising Recession When—Rates Are Down There are many ways to explain what COVID-19 did to various industries, but in the advertising industry, it all comes down to rates categorically going down. Brand advertising rates decreased dramatically, whereas performance advertising rates decreased less, and overall average rates went down. That is the proxy—the trends around global rates and market rates show us whether or not we're still in a recession, if we are trending out of it, or if it's getting worse. On March 15th, we saw an immediate decrease in global rates of 17.5% which was the sharpest change we've ever seen in running Taboola over a decade. Some of the big banks modeled five quarters of rates projected to be below pre-Covid-19 rates (recession), and a five quarter recovery. At first, we also saw web traffic increase by 20%—people were home, people were curious and wanted to learn as much as possible about the situation. That has regressed and was back to normal by April. The coronavirus traffic bump to news sites is pretty much over already https://t.co/HMTRMqwCsg via @NiemanLab #data — adam singolda (@AdamSingolda) April 15, 2020 We saw public companies withdrawing guidance, nobody knew what was going on, and being public during these times means sharing this uncertainty with the investor community. ## Steps We've Taken to Ensure Our Business Pushes Through All of us at Taboola, no matter where we are in the world, have our sights squarely focused on the success of our partners. Our goal is to come out of this recession as a thriving, client-focused and supportive partner to all who work with us. To do so, we've made some decisions to adapt quickly and effectively: - Internal cost saving. Like many companies, we've had to freeze all non-business-critical hiring, ground employees, close our offices, slash discretionary spending of almost all types (such as discretionary bonuses) and roll back marketing spend. - Adapting publisher partnerships. We've had to ask our publisher partners to work with us through these challenging times by temporarily switching from a revenue guarantee to shared revenue. We're not just playing defense, we're playing offense, and doing everything in our power to make sure our partners are successful. - We're using data to surface present and future opportunities for our advertisers. We're regularly sharing data with advertisers that shows what people are interested in, and pinpointing new opportunities “born" from COVID-19. I also wrote about it on CNBC. - Creative shop. We're providing free creative services to our advertisers who are looking for assistance with images, headlines and videos. - Taboola Trends. Trends.taboola.com exists to bring free insights to advertisers in real-time, so they're never behind the times. - Discounts. For managed service clients, we're providing a 30% discount on any video campaign with a corporate socially responsible message through the end of this month. This is just the beginning—we will continue to find new ways to help all of our partners to be successful. ## How We Give Back To The Community In addition to those business-driven initiatives, we've done what we can to give back to our community. - COVID-19 news feed. In partnership with some of the world's top OEMs and carriers, we've aggregated COVID-19-related news from the world's premium publishers, bringing information from trusted sources to the fingertips of device users. - COVID-19 news trends. We've opened readership trends related to COVID-19 to the public, so publishers, advertisers and readers alike can see the trends shaping the news in their respective countries. - Outsourced engineering resources. We committed some of our engineer's time to the production of a new app called The Shield, or HaMagen, in partnership with Israel's Ministry of Health. This new app currently in use in Israel can instantly tell users if they have crossed paths with someone known to have been infected with the coronavirus. - Publisher Partner Coalition. We're participating in Digiday's initiative to support publishers who have seen their business models upended by the coronavirus. ## On a Personal Note While the world feels emotionally exhausting, I also think there are silver linings. How often do we all really get to not only work from home (WFH), but just “be home," and get so much quality time with our family? When I reflect on this, I ask myself, “what can I do now that I could not have done before?" and I feel even more appreciative of the little things—like learning how to cook new meals for my family, having coffee and walk breaks with my wife every day, taking breaks to build LEGO sets with my son, Ozzy, or being able to to give my newborn, Ellie a bath after we 'play' the piano a bit :-) and put her to bed every night. The world will eventually come back to its norm, and while this period is weird and challenging, I will miss many of these moments. ## What the Future Holds These are weird times, and every day feels unexpected with new hurdles around every bend. But I'm optimistic, the team is optimistic, and we feel productive. It's up to us to take steps not only to ensure we survive, but come out of this a stronger partner tomorrow than we were yesterday. I can tell you, we're even more excited about the potential to become one with Outbrain, as in times like these, we think we'd be an even stronger partner together for our community, supporting journalism, the open web and advertisers of all sizes. I spoke about our win-win approach and culture when I reflected on 2019, and I'm convinced it's a huge part of what makes us different. We only grow as a company if our partners grow. Our partnerships are forever woven into our fabric, and as we work to support our employees and their families, our partners and our clients, we believe we will come out of this recession stronger than ever, ready to pursue our mission of supporting journalism and becoming a great advertising alternative to Google, Facebook and Amazon. Stay well all, take care of yourselves and families—this will eventually end. --- ### Taboola Launches Custom Brand Safety Tools Powered by IAS URL: https://www.taboola.com/taboola-updates/taboola-launches-custom-brand-safety-tools-powered-by-ias/ Last Modified: 2025-01-14 14:36:45 Digital marketing allows brands to capitalize on the enormous scale and diversity of the internet, but it hasn’t come without its share of potentially worrisome effects. When it comes to control or transparency into their ads, marketers aren’t always aware of every placement. Having that transparency is important. If you’re spending a handsome budget on a sophisticated campaign, you want it placed only in a context that completely aligns with your brand to leave the best possible impression on consumers. ## Taboola Partners with IAS to Ensure Brand Safety At Taboola, brand safety is paramount. We want to ensure that every brand we work with feels comfortable knowing that we’re delivering their message in an appropriate, safe, manner. It’s a task we never take lightly. Brand safety verification technology has not typically been compatible with discovery and native advertising formats. This is because today’s tools are usually designed around third-party ad-server solutions for traditional display and video formats. To help solve this issue, we turned to IAS, a leader in the brand safety industry. We wanted to make the most of IAS’s powerful data and build custom tools designed to keep safety at the forefront of everything we do. Now, using our integration with IAS’s Brand Safety Segment API, marketers can take full advantage of pre-bid blocking on Taboola, powered by IAS. We’re also launching the ability for IAS customers to use post-bid campaign monitoring pixels on their Taboola campaigns. ## IAS data helps take our brand safety offering to a whole new level IAS’s brand safety segment technology is integrated directly with our ads console, Backstage. Taboola customers can now use IAS brand safety segments on our entire network of premium publisher sites. ### Taboola Pre-bid Blocking, Powered by IAS IAS scans Taboola’s premium publishers’ URLs globally, scoring each page on a variety of brand safety segments. If a page’s score falls outside of a brand’s desired risk level, Taboola is then able to block an advertiser’s impressions from appearing on that page pre-bid, keeping advertiser content in spaces suitable for their brand. ### Monitor Taboola in Your IAS Dashboard We’re also launching the ability to run your IAS Firewall Monitoring or Campaign Monitoring JavaScript pixels across Taboola. When using an IAS monitoring pixel, your IAS dashboard will now report on all of the post-bid campaign metrics associated with your Taboola activity. We’re thrilled to partner with IAS to demonstrate our continued commitment to the promise of brand safety. We know the value of a marketing dollar, and will always work tirelessly to ensure that yours are safe. The best part? The pre-bid blocking tool is available at no additional cost to Taboola users. --- ### Largest Discovery Platform Now Integrated with Google Display & Video 360 URL: https://www.taboola.com/taboola-updates/the-worlds-largest-discovery-platform-is-now-directly-integrated-with-google-display-video-360/ Last Modified: 2025-01-14 14:36:46 Taboola, the world's largest discovery platform, is proud to announce that we have directly integrated with Google Display & Video 360. DV360 is Google's DSP, or Demand Side Platform, which was rolled out in 2018 as a rebrand of DoubleClick Bid Manager. An amalgamation of programmatic buying tools built for creative, data, and media, the DV360 platform helps campaign execution function efficiently end-to-end. Not surprisingly, this tool quickly gained size and popularity with its innate ability to improve collaboration, increase transparency and control, deliver faster insights and tie disparate supply types into one cohesive platform. Today, programmatic buyers can begin bidding on Taboola's native in-feed publisher placements in real-time through our direct connection with DV360. With DV360's powerful access to Google's extensive data, and Taboola's unique, exclusive, native placements across the world's largest and most premium publisher sites, the integration will bring with it a host of exciting opportunities for advertisers. ## What this means for DV360 users For users of DV360, advertising with Taboola has never been easier. Advertisers already using DV360 can now target Taboola as a native supply source and gain access to exclusive inventory and highly performing placements across premium publisher sites all over the world. Start buying in the open auction today, or contact your Taboola representative or DV360@taboola.com to arrange for a custom Deal ID to meet your brand's KPI. Whether it's finding your target audience on Taboola's publishers, or buying only viewable impressions, we can tailor the solution to match your needs. "Taboola's integration with DV360 is great news, as it will now be possible to work on a programmatic strategy within just one tool. It will allow me to have a centralized view of the numbers and also strategies across audiences." -Guilherme Souza, Co-Founder, ExiberClients: Ype, ComGás, SaaS, Kayak With this direct integration, Taboola bolsters its position in the programmatic ecosystem and hopes to bring continued value to marketers and help them find new ways to make their campaigns successful and efficient on whichever platform they prefer. --- ### Taboola Partners with Supermetrics to Streamline Digital Marketing Analytics URL: https://www.taboola.com/taboola-updates/taboola-partners-with-supermetrics-to-streamline-digital-marketing-analytics/ Last Modified: 2025-01-14 14:36:46 In some fields, data and analytics are cut and dried. Data is consistently correct, reliable, and in easy-to-find channels. In digital marketing, this isn't typically the case. In addition to a variety of data holes or unavailable data, there's the all-too-common challenges—doubt in the data's accuracy, conflicting channels from which data is pulled, and manual labor required to pull certain datasets. It can feel like a major uphill battle trying to organize data and actually make informed decisions. It's these very challenges that led us to partner with Supermetrics, the leading reporting automation tool for PPC, SEO, social, and web analytics. Supermetrics removes the manual labor (read: human error) from data collection, and allows marketers to gather, compare, and analyze data all in one place. To show Supermetrics in action and give a sense of how it could work for your team, I'll run through how Taboola uses the new connector and the Google Data Studio engine to combine data from both Taboola Backstage and Google Analytics for our internal dashboarding and campaign optimization. ## How Supermetrics works ### Step 1: Use Supermetrics for Google Sheets to create the scheduled report. We have two tables––one for our website and landing page data that's been exported from Google Analytics, and one with data that's been exported from Taboola Backstage with our campaigns performance data. The goal is to have our data cleaner and our tables lighter, and scheduled reports will allow the data to update automatically. So, we first create a new Google spreadsheet, launch Supermetrics, and click on the new Taboola connector: This opens the Taboola Backstage authentication page, where we fill in account credentials, sign in, and we're all paired. ### Step 2: Create the scheduled Backstage report Click the Taboola connector once again, and choose the Backstage account we want to export under the select profile tab (you can choose more than one). Then, we set a desired timeframe and choose clicks, impressions, and spend as metrics. Then, we choose the 'split by rows' option for date and campaign name. Next, we create the call, and the results look like this: ### Step 4: Use the Google Analytics connector for Supermetrics We click the Google Analytics connector login to our Google Analytics account, choose our desired Google Analytics view, timeframe & metrics. Here, I chose users, new users, and our two main goals for this activity. We also select the other Google Analytics dimension we'd like to explore. Here, I chose browser, device, city, country, and landing page. It's important to split the data into rows by date and campaign, and filter by 'source equals Taboola' and create the call. Now, our two datasets are ready. From here, we make sure it's scheduled, and create a trigger by choosing 'scheduled reports', and emailing in the Google Sheets Supermetrics add-on menu. Scheduled refreshes should be created for both queries. ## Integrating With Google Data Studio So, now that we have our granulated data in spreadsheets, we want to make it easier to analyze and combine the two different datasets. For this, we use Google Data Studio and its Google Sheets connector. Beyond the fact that this tool is so powerful, it also supports many platforms and allows us to blend and visualize data. Users can also use a Taboola connector for Google Data Studio to port data directly into the platform. ### Step 1: sign in to create a blank report and a new data source. We choose Google Sheets and select the worksheets we just created for both of the sheets. At this point, we have a Google Data Studio blank report connected to our two data sources, Google Analytics and Taboola Backstage sheet. ### Step 2: use Google Data Studio's blending feature. We create a table, choose 'blend data,' join our tables by the date and campaign name keys, and add the metrics and dimension we'd like to use. Next, we test it to make sure our data actually blends: ### Step 3: visualizing the data. This part is subjective, and really depends on business goals and the dashboard owner's needs. My two cents are that the most optimal dashboards are fast, easy to understand, immediately answer the most important questions, and allow users to drill down and explore easily if needed. We try to stay creative, and interview the owner for optimal results. Here's what our Taboola campaign dashboard looks like: ## Wrapping Up With Supermetrics, we're able to have a much cleaner data collection and analysis process. We can feel confident in the data that's being pulled, and eliminate the roadblocks we've experienced with data in the past. Simply put, it's the perfect digital marketing analytics tool for our team, and we feel confident that it'll be the same for you. Every one of our Taboola Marketing Partners, including Supermetrics, is brought on to help you (and us!) get the most out of your Taboola Campaigns. If we didn't use it ourselves, we wouldn't recommend it to you. --- ### Introducing Taboola PRO: For Brands, Agencies, and Marketing Professionals to Achieve Success URL: https://www.taboola.com/taboola-updates/introducing-taboola-pro-for-brands-agencies-and-marketing-professionals-to-achieve-success/ Last Modified: 2025-01-14 14:36:46 Empowering advertising and digital marketing professionals is an essential part of Taboola's core mission. Through thoughtful sales teams, dedicated account management teams, and abundant resources, we're constantly ensuring the success of our advertisers, and now we've added one more tool to the roster. Enter: Taboola PRO, a program designed to equip brands, agencies, and marketers with the best practices they need to increase customer acquisition, platform adoption, campaign success, and growth potential across their digital properties using Taboola's platform. ## Kicking it off The inaugural Taboola PRO session kicked off in early 2019 at the Taboola office in Tel Aviv, followed by sessions all across the globe. The result? Interactive, effective, and enjoyable experiences with tangible takeaways. Over a spread of pastries, sandwiches, and a hearty serving of Taboola swag, the marketing professionals of Playtika learned firsthand about how to get more out of their Taboola campaigns. “Being a part of Taboola Pro has enlightened our eyes and has made a great contribution to us in the professional field. It was both an educational and fun experience which is the perfect balance to learn and retain information!"-Ofir Morag, UA Marketing Manager, Playtika Israel ## The Next Sessions With the first session in Tel Aviv a ringing success, it was on to London with participants from leading German and Austrian advertising agencies in the U.K. There, the talented team from Purpur Media joined Taboola for two days of discussing, learning, and of course a photo opportunity in the famed Taboola car. “We are excited to be the first in the region to enter Taboola's partner program. We have been working with Taboola for over a year now and are able to deliver best-in-class native advertising services to our clients across the globe. We can aim to provide long term content solutions with incredible support, training, and advice from team Taboola."-Tanja Bauer, Senior Sales & Marketing Manager, Purpur Media In Düsseldorf, the team from Resolution Media (an Omnicom Media Group Company) also attended a Taboola PRO session and left with tangible takeaways “The session provided us with even deeper insights and learnings that will strengthen our expertise in native advertising in the long term. We can transfer this added value seamlessly into the client experience and thus further drive the success of our clients.” -David Said, Head of Native Advertising at Resolution Media (an Omnicom Media Group Company) In India, two more successful sessions were carried out with Valueleaf Services and Chimp&z Inc. "Taboola Pro opened opportunities for us to increase awareness about native advertising, learn pro tips, advanced optimization and know the product even better. We hold special gratitude for the Taboola team for keeping us on our toes with its educational workshops. Thank you for the grounding knowledge and for helping us succeed with Taboola's world-class native advertising solutions." Rajesh C, Manager of Media Buying, Valueleaf Services “We are excited to be one of the first in the region to associate with Taboola’s PRO Program. We look forward to working with Taboola and being able to deliver best-in-class native advertising services to our clients across the globe. With Taboola’s support and services, we aim to provide long term content solutions with the incredible support, training and advice from team Taboola.” Lavinn Rajpal, Co-Founder & COO, Chimp&z Inc With these great Taboola PRO sessions in the book, we're looking forward to seeing the next class of graduates throw their bears-turned-caps and walk out of our office feeling empowered and confident to take their success with Taboola to the next level. For more information, reach out to your Taboola account manager. --- ### PPC Hero Summit 2020: The Secret to Successful Content Marketing URL: https://www.taboola.com/taboola-updates/ppc-hero-summit-2020-the-secret-to-successful-content-marketing/ Last Modified: 2025-01-14 14:36:46 In a world where just about anyone can be a content creator, and the human attention span is lower than that of a goldfish, how can you elevate your paid media strategy with the most successful and effective content? In an upcoming webinar for the 2020 PPC Hero Summit, that’s exactly what myself and John Williams of Hanapin are setting out to share. ## The Pros and Cons of Content One thing all marketers can agree on is the importance of a good piece of content, but it’s important to unpack the potential of a piece of content in order to best understand how to make it work for you. When a person is consuming a piece of content, they’re not in “decision making mode,” which means they haven’t necessarily come there to purchase a product or service. They’re in content-consumption mode, and there are advantages to capturing their attention while they’re in this mindset. With a piece of content, you’re able to cast a wide net and reach a large audience, much larger than if you only focused on people who are ready to purchase. And if you pre-qualify your audience correctly, you’ll end up with a captive audience for your pitch and have a real opportunity to move those potential customers down the funnel. ## Content Marketing for all Stages of the Funnel It’s a common misconception that content is only effective for the awareness stage of the funnel. Is it effective there? Very. Is that the only place content can drive results and KPIs? Not even close. Understanding the different ways content can be used in each stage of the funnel is crucial in making it successful every step of the way. ### For Awareness As mentioned above, content is an excellent tool for the awareness stage. It’s a chance to qualify your audience while simultaneously offering a piece of content with broad appeal. As long as the content is in some way related to your product, you have a lot of room here to create something genuinely interesting, thought-provoking, and something that will give people a chance to get to know your brand. Here, you aren’t selling a product, but rather you’re telling a story, and simultaneously preparing people to enter the next step of your funnel. ### For Consideration Creating content for the consideration stage of the funnel is about staying directly related to your product’s value proposition and getting creative with the way you capture leads. Here, you get a chance to be more specific, and to highlight the problem your product solves. Do you create socks that don’t slip inside of sneakers? Do you have an online furniture website good enough to face off against long-standing in-person retailers? Content created for the consideration stage is the perfect place to shout that out, and then make the leap to try and capture leads the right way. We’ve found that the most successful methods to capture leads give readers or potential customers something of high value in return. This can come in the form of a fun, interactive quiz where, in order to get their results, the quiz participant gives you their email address. This can also be, as you likely see quite often, the exchange of an email address for a discount count. ### For the Purchasing Decision Next up in the funnel comes the time where a consumer makes the decision to purchase. Successful content strategy for this stage hinges on a few key factors. The first is getting specific––stay directly related to your product and keep headlines specific. Examples include “Shop the best at-home gym equipment” and “Upgrade your cookware with 20% off.” The second is to leverage retargeting. When you have a consumer right on the edge of making a purchasing decision with you, you don’t want to lose them simply because they’ve forgotten they were interested. Supplement your campaigns with a robust retargeting strategy to make sure users remember to return. ## At the end of the day… Purchase decisions take time. It shouldn’t come as a surprise that the higher the price point of a product, the longer it takes for a purchase decision to be made, so have patience and remember that content is an asset in educating potential customers, getting them to consider you, and ultimately becoming a loyal customer. In our webinar, John talks about just how important paid media really is, and the role that quality content plays in it. He delves into how PPC promotes content to the right person at the right time, and explains the importance of knowing your customer, getting timing right, and considering the location of your placements. John and I agree on a lot of the topics we’ll be covering in our webinar, but none more than this: content truly is king. Join us on February 12th for the 2020 PPC Hero Summit (it’s free!) here to see our findings in action and to ask us questions in real time. See you there! --- ### Integrated with Google Tag Manager: Using the Taboola Pixel has Never Been Easier URL: https://www.taboola.com/taboola-updates/integrated-with-google-tag-manager-using-the-taboola-pixel-has-never-been-easier/ Last Modified: 2025-01-14 14:36:46 How much money did you spend last quarter, and how much of it did you earn back? Or, how much of it was impactful to the brand? These questions may seem simple and easy to answer, but they can be more challenging than meets the eye. This is because every channel has its own reporting mechanisms and KPI definitions, and even those can’t translate to regular results unless you give them access to your web assets using a pixel. Even when you do, implementation can be messy. Does this sound familiar? You’re launching a new campaign and you’ve just received the assets. You’re on a tight deadline, and it needs to go live in the next few days. The parameters of the campaign make you think you’d like to try something new--maybe a new social channel or native campaign, but implementing the right pixel and tracking strategy will be too time consuming. You’re staring down the barrel of at least a few days of back-and-forth with your development and analytics teams to get it implemented correctly, or worse, you’re stuck figuring it out on your own. So, you decide it’s really not worth it, and you move on to run your new campaign on the channels you’re already set up with. Or, you set it up without proper tracking, and create a ton of manual work for yourself answering our aforementioned questions. For marketers, the ability to track campaign performance, properly allocate budget, and improve ROAS are all paramount. All too often, these processes fall to the wayside with human error, inaccurate tracking, and high barriers of entry for tracking assistance. To date, our Taboola Pixel has done a good job of squashing a lot of these concerns, and now we’ve taken it a step further to ensure you never run into this problem again. We’ve eliminated the need for coding. We’re thrilled to share that our pixel is now integrated on Google Tag Manager’s Community Template Gallery. Google Tag Manager is a free tool that allows marketers to implement various pieces of codes across web assets without needing to know how to code at all. That means no coding, all of the benefits of the Taboola Pixel, and no reason not to implement it. # Implement our pixel without a single line of code. With Google Tag Manager, both the Taboola Pixel and events pixels can be easily implemented without a single line of code. It’s simple. You just add the tag to your Google Manager Account, implement the Taboola base pixel on your web asset, verify, and you’re ready to start setting up events. Take a look at these instructions step-by-step here. Once you have the Taboola pixel integrated, you unlock the ability to: - Measure and optimize across the entire funnel - Easily build audiences for targeting - Get more visibility into the customer journey - Find conversions lost by cookie-eliminating browsers like Safari and FireFox - Define audiences by URLs - Suppress audiences, so you’ll never have to waste another ad dollar on someone who has already converted. - Get the most granular data on exactly where your customers are coming from. With its easier-than-ever-implementation, precision, and versatility of capabilities, installing the Taboola Pixel takes away all of the headache around tracking the results of your campaign. Start getting more out of your audience and your budget, and make your managing, tracking, and reporting that much simpler. Get started with the implementation here. --- ### Insights From Dmexco: A Panel on How AI Will impact the Future of Marketing URL: https://www.taboola.com/taboola-updates/dmexco-panel-ai-future-of-marketing/ Last Modified: 2025-01-14 14:36:47 Imagine it's 2025, five years into the future. What will marketing and artificial intelligence (AI) look like? That was the question posed by moderator Aaron Shapiro, former CEO of full service digital agency Huge Inc. After noting that AI has the potential to deliver the marketing holy grail of 'the right message at the right time,' he turned to the panelists, Eldad Maniv, President and COO of Taboola and Brad Benson, VP of Intel Architecture, Graphics and Software and General Manager of Intel Software Central, for the answer. Benson kicked the conversation off by telling the audience that AI is developing rapidly and, as with all technology, tech development is about trying to solve problems. What's a marketer's biggest problem? Converting data into useful information. Benson explained that with nearly 2.5 quintillion data points produced daily, AI is the only way to translate data into something meaningful to create personalized marketing campaigns. Maniv added that marketers have been talking about personalization for the last two decades, although they've accomplished very little. He acknowledged that yes, Netflix and Amazon make recommendations, but most companies' marketing doesn't get more personal than 'Hello, Eldad.' And, he's right. True personalization hasn't been achieved. Maniv continued by talking about how he envisions a future in which every brand has an army of marketers, one per customer, that create highly personalized experiences. He acknowledged that this will only be possible through AI. Credit: Koelnmesse/photographer ## Personalization is a double-edged sword Maniv discussed how consumers like to believe that they have free choices, but that may not be true. He gave the example of a connected world in which a coffee machine makes your favorite cup of joe, and your car knows where to take you, all of which he admits is a great benefit. But then he said: “On the other end of that is the question of are we really getting the free choice or are few technology companies getting more and more power and really narrowing down what it is that we choose from?" Maniv explained that marketers want to sell a product, but tech companies want the full attention of users. On the flip side, too much choice leads to frustration, so perhaps this trend will make people happier. ## Can AI solve the power struggle between tech companies, brands, and consumers? Benson is betting on AI to do just that. He explained that in the future, AI could be integrated into consumer devices, rather than being solely owned and operated by tech giants. He believes that this will significantly change how marketers reach consumers, once consumers have an app on their device that lets them control personalization and information. Shapiro pointed out that a battle might be afoot. It will be between the AI that powers marketers' algorithms to target consumers and the AI that consumers use, which could show them info that marketers might not want them to see. ### AI will impact publishers and media companies In the last few decades, media has shifted from being controlled by powerful organizations to a more independent model, but with AI in the mix, it looks like it's now heading in reverse. “With AI, they control what exactly we experience, and media is currently being shifted into being more and more commoditized." So, what should media companies do? Maniv says it's important to build their brand name into an entity that's recognizable and credible in the era of fake news. ### What does the future of marketing with AI look like? When asked this, Maniv brought the conversation back to the army of AI-powered marketers. In what he calls 'the middle,' which refers to data science and optimization, running campaigns, ad ops, and media buying, AI and automation will do the work, but humans will have a role too. “I believe that in order to figure out how the human mind works, what's the impact, how to create a message – that's one area where there's significant value of people running this." He continued: “Creative is going to be a mix of humans and machines, but the ideas I think for the foreseeable future are going to be very human-oriented, whereas it's going to be enhanced by machines." Benson agreed and added that even though technology solves problems and can do some things people can't, marketers will always be part of the process. ## How can marketers prepare for the AI-powered future? Maniv said that AI is not that far along in reality, and there's still quite a way to go before most marketers will use it. Benson agreed, but they both had advice for marketers. Maniv thinks that as a marketer, you should make sure to not underestimate AI. It is a true revolution, not just buzz word that will go away next year. "If I were a marketer in 2019, I would think real hard about my skills, my knowledge, and how AI might change my career path and my personal development." Benson recommends that marketers don't need to become programmers, but they do need to have a basic understanding of AI. "As we see an increase in both the accessibility and performance of AI technologies, we will continue to see new solutions that will give companies advantages in the market Marketers who stay ahead of the curve on these innovations will have an advantage over their competition." Watch the full discussion for more insights!  Credit: Koelnmesse/photographer --- ### We Launched Data Marketplace—You Can Now Target Millennial Readers Who Like Chocolate URL: https://www.taboola.com/taboola-updates/data-marketplace/ Last Modified: 2025-01-30 07:50:44 Our advertisers all want the same thing, to build relationships with potential readers or clients of theirs, and drive long term value and sales. When you work with social companies, you can layer people’s behavior and profile, and when you work with search companies you can layer intent data. Segmenting audiences helps you reach the right person effectively and drive results. When you advertise on the open web, it’s harder to reach the right audience unless you have your own data, or you’ve managed to partner with a data company, providing you with the data you need. And to make it a bit more complicated, sometimes you don’t even know who is the best target audiences, and can be surprised by what works and what not. We’re announcing something that took us over a year to develop called Taboola Data Marketplace, fixing audience segmentation for the open web. It’s the first performance-based solution integrated with data companies from all over the world, connecting Taboola marketers with data companies to drive results and scale. Data Marketplace makes third-party data within the Taboola platform from leaders in the space such as Oracle Data Cloud, Neustar, Acxiom, and Bombora as well as other leading data providers available for advertisers. We now offer brands, agencies and businesses of all sizes effective scale by empowering them with easy and visible access to the world’s best data companies. When we say visible—we mean it. When you log in as a Taboola marketer to our data marketplace, you’ll be presented with a list of data providers, alongside a predicted cost per acquisition (CPA), suggesting what type of performance you should expect if you were to add a new campaign with that data company. Additionally, for the first time you only pay for data based on your performance, when people actually click and discover your content, products and landing pages using the data provider you chose. ## Scale comes from the best data out there. According to eMarketer, advertisers already admit that data is a challenge to get right, and that finding the right audience is difficult to determine and to use correctly. Data Marketplace is the solution to data challenges. We work with the best, and our data is expansive—each of our data partners offers specific insights for different industries and consumer types, so our marketers can achieve their goals. Below are some examples, as well as quotes from our data partners. ### Crunch demographic and interest data. Oracle Data Cloud operates the world’s largest data marketplace, powered by the industry’s best data science in the Oracle ID Graph and leveraging more than $3 trillion in consumer purchase data. “In marketing, quality data connected to the right people is the name of the game, and Oracle Data Cloud gives Taboola marketers the scale and accuracy of the world’s largest audience data marketplace along with the built-in identity capability of the Oracle ID Graph" - Kevin Whitcher, Senior Director of Product Management, Oracle Data Cloud. ### Connect online and offline behavior. Neustar is a leader in identity science with one of the industry’s most authoritative sources of data, connecting offline and online behaviors to form a singular view of the consumer. “Advertisers who access AdAdvisor audiences through the Taboola data marketplace can build rich custom audiences and activate them consistently for digital ad targeting, ensuring they reach the same people, places and things across the entire marketing campaign.” - Julie Fleischer, Vice President, Product Marketing, Neustar. ### Target consumers by intent. Bombora is the leading provider of intent data for B2B marketers. Bombora's data aligns marketing and sales teams, enabling them to base their actions on the knowledge of what companies are in market for which products. “Account Based Marketing is now table stakes for B2B advertisers. With Bombora’s Intent data fueling Taboola campaigns, those advertisers can now reach their target business buyers that are most interested and most likely to engage." - Greg Herbst, VP of Audience Solutions for Bombora. ### Comprehensive data in real-time. Acxiom’s InfoBase has the most accurate, comprehensive, up-to-the-minute data available anywhere, marketers can better understand their best customers—and find more like them. ## Advertisers can get started right now. You can log in to Backstage right now and see how your active campaigns are performing against thousands of audiences from leading data providers, and you can then directly target those audiences in the Taboola dashboard. If you’re not yet a Taboola customer, you should try a campaign today. With Data Marketplace data in Backstage, campaigns are: - Transparent: advertisers can access audience data from leading data providers around the world—they’re named directly in the “By Audience” report. - Performance-based: in this report, advertisers can see how thousands of audiences are engaging with their content—including all relevant metrics (CTR, CVR, CPA, etc.) - Accessible: everything is automatically available in the Taboola dashboard. For example, create a campaign focusing on millennials in two clicks. No matter how you setup your first campaign with third-party data, the results will show you something new. We place tremendous value on the work with our launch providers and partners, with further expansion in mind. We intend to collaborate with every meaningful data partner in the world so our marketers have the ability to layer data into their Taboola campaigns—and create a world where every campaign has at least one data layer attached to it, enabling brands and advertisers to unlock loyal customers they never reached before. Good luck, and may we connect people with information they may like and never knew existed—and please feel free to drop us a note with any feedback! --- ### Taboola News Integrates Discovery Into Physical Devices Beyond the Open Web—Phones, Airports, Cars & More URL: https://www.taboola.com/taboola-updates/taboola-news-integrates-discovery/ Last Modified: 2025-01-14 14:36:47 Our first decade at Taboola was devoted to the open web. Our second decade will expand to include everywhere else. Our vision was always to be everywhere consumers are giving their attention—and for the first time, we’re taking our discovery technology to the physical world to meet them there. I started Taboola because I didn’t think people should have to search for things. I wanted information to be surfaced to all of us in a personalized way, and I’m humbled to say that today we recommend to 1.4 billion people a month on publisher sites. 20 billion times a year people click on a Taboola recommendation. And we paid publishers over $2B in revenue over the past few years. We are proud to be an integral part of local and national journalism all around the world. But tomorrow, and over the next decade, I hope to also be working with the world’s most innovative mobile carriers, device manufacturers (OEMs), car manufacturers, smart home appliances, and even those technologies that have yet to be imagined. Taboola News is our latest area of focus that will drive a new path of growth towards bringing personalized news feeds into devices in the physical world, so people can discover what’s interesting and new. Beyond that, it’s a huge opportunity for our publisher partners around the world to find new and massive audience growth—bring new and engaged readers to their owned and operated properties outside of search and social—as well as helping brand advertisers to get in front of even more brand safe mobile audiences. Great companies’ future—companies like Apple or Google—will be to create more touch points and services with consumers with things like news, music, payments and healthcare in their own environments (iPhone, Pixel, Home, etc.). We want to bring services to the rest of the world, and I’m so excited to be bringing “quality news as a service” to hundreds of millions of devices out there around the world. We’re already integrated with 60 million devices around the globe. Today, with Sony as a strategic partner, Taboola will be integrated with over 10 million devices in the next year, alongside America Movil, ZTE and vivo. ## You’ve Already Seen Us In Airports or When Ridesharing Do you know how when you are catching a flight in Newark, or many other airports in America, there are iPads for you to order food while you wait for your flight? We’re there. When people are hungry, or looking to kill time waiting for their flight, or, when you rideshare to get back home from work? We’re there. offering you an opportunity to be served news you’ll love to discover, based on what you may have liked at a similar time, on a similar day or other metrics we’re looking at. How cool is that! :-) https://youtu.be/QmbPGND-4zA ## How Our Technology Works We have spent the last 11 years developing machine learning (ML), and more recently deep learning (DL), algorithms that continue to match the most relevant content and experiences with the 1.4 billion people we make recommendations to every month. We’ve also created partnerships with thousands of quality publishers in 50 markets around the world. We’re now taking advantage of our data and tech to create news feeds all around the world, pre-installed with mobile carriers and OEMs, in airports and cars, and anywhere people spend their time looking to discover something interesting and new. We intend to help users access information that could enrich their lives, create engaging and exciting revenue opportunities for our partners, and create a future where the open web is not dependent on search or social so the open web will not only survive, but thrive. We’re just at the beginning, but it’s a beginning I’m very excited about. Our future is fully aligned with the open web and the success of our publisher partners, our brand partners and our new Taboola News partners. ## Re-capping What Taboola News Hopes to Accomplish - For our partners (mobile carriers, OEMs, car manufacturers it will bring engaging, and personalized news-as-a-service to create engaging touch points with their users, and create new monetization opportunities. - For publishers, it will bring new and engaged audiences. - For brands and advertisers, it will bring access to new engaging mobile-first users - And for people around the world, it will bring new opportunities to discover something interesting and new they may love and never knew existed. No room for small dreams. --- ### Announcing Taboola Marketing Partners URL: https://www.taboola.com/taboola-updates/announcing-taboola-marketing-partners/ Last Modified: 2025-01-14 14:36:47 At Taboola, one of our top priorities is to help you to create and run more effective marketing campaigns. Today, we're launching Taboola Marketing Partners, a new set of solutions that will make this task easier. Taboola Marketing Partners gives you the tools to create better content, localize that content, build better landing pages, track campaign performance and create more effective videos. ## Content Creation These days, content marketing is a central part of any marketing strategy. But, with increased competition for web users' eyeballs, that content must be stellar. This also applies to the promotion of native advertising campaign content. Only the best content will give your brand the visibility and reach you desire. Our content creation partners provide tools to create and manage content that will quickly win over your audience. They are: - Fiverr – offering hand-picked professional writers trained on Taboola's content guidelines, so you'll get the right content for your campaigns. - Contentools – a solution to map and manage your content, create content workflows, and track content metrics. ## Content Localization Content localization is crucial to strengthen your global presence, personalize your native advertising campaigns, and avoid breaking cultural taboos. Personalized, relevant content is more effective. It reduces customer frustration and increases your leads and sales. When you target native content discovery campaigns by location, demographics, interests and intent, you create more effective campaigns that bring customers closer to the point of sale. Our content localization partners are: - InWhatLanguage – a translation optimization and quality management tool for localization projects. - Keylingo Translations – a professional translation service for your native ad campaigns. ## Landing Page Creation Standalone landing pages offer measurable destinations for your native ad campaigns. They are the best way to ensure that you can track campaign results and identify what's working, and what's not. Your landing page must deliver the same message as your campaign, and give your visitors a single action to complete when they're done. Our landing page partners will help you to create and measure landing pages and websites for more success. They are: - Landingi – an expert landing page builder with 10 templates tailored to improve conversions from Taboola campaigns. - Instapage – a post-click optimization platform that helps you to create, personalize and optimize landing pages for industry-leading conversion rates. - Unbounce – featuring a Landing Page Analyzer that assesses performance and gives you instant recommendations for improving results. ## Tracking Management One of the secrets of success with Taboola native advertising is the Taboola pixel. You'll get 2.5 times the results if you use Taboola pixel. It helps you to understand your visitors and customers and tailor your campaigns accordingly. If you don't use the conversion pixel, you miss out on custom audiences, including URL-based audiences, multiple conversions and intelligent conversion tracking. But if you're not quite sure where to start, that's where our partner comes in: - Airfleet provides expert help to get you started with Taboola pixel fast, and get your advertising campaigns converting better for you. ## Video Creation Your visitors spend one third of their online time watching video, so it must be included in your native advertising campaigns. Using video drives social engagement and increases brand awareness, but it's not easy to replicate successful video campaigns or to know what to avoid. Our partners will help you create engaging videos fast to improve your success rate. - Powtoon helps you create professional videos in minutes to use for campaigns and other parts of your business. - Wibbitz is an online platform for short-form video creation. Our partners are ready to help you create winning native advertising campaigns, and help you save money with deals and discounts. Get started with Taboola Marketing Partners today! --- ### Live From Cannes: How Analogies, Questions and Consciousness Will Keep Machines From Taking Over URL: https://www.taboola.com/taboola-updates/how-analogies-questions-and-consciousness-will-keep-machines-from-taking-over/ Last Modified: 2025-01-14 14:36:47 Humans’ command of language has always set us apart from all other forms of life—our ability to use, process and shape that language requires billions of choices and options to be made in a moment’s time. Can machine learning one day learn and adapt the same subtle but vital choices we humans take for granted? And if so, are we as a race in trouble? That is the big question that Taboola founder and CEO Adam Singolda wrestled with alongside cognitive psychologist, author and Harvard professor Steven Pinker onstage at the Cannes International Festival of Creativity on June 18. The answers, for now, appear to be yes, possibly, but probably not. ## Machines can’t keep up with the complexity of language. The two addressed several sub-layers in their wide-ranging discussion. For starters, our mastery of language is so startlingly deep and vast, machines today could never keep up, noted Pinker. His stats were impressive: with the number of nouns and verbs the average person knows, he or she has about 40 million ways to begin any sentence. It would be easy for a machine to learn all those options—that’s what they do. But it’s the human ability to use nuance and understand analogies which to a machine would appear incongruous that separates them from us. For example, a person’s steak may have turned out “over done,” which might remind them of the time a haircut was “overdone” or cut too short. Humans see the analogy between the two—a machine wouldn’t be able to make any sensible connection. “Deep learning is actually pretty shallow—it consists of soaking up statistical patterns” but is unable to employ creative thinking, said Pinker. https://twitter.com/Cannes_Lions/status/1140925237896212481 To which Singolda mused that machines can learn to play chess, but likely won’t possess the creative spark to invent chess game to begin with. ## With more data, machine learning might catch up one day. But over time, with more data, input and learning, machine learning can and does catch up. Singolda told the audience of research conducted with married couples to see if one spouse knew the other’s preferences well—then put Taboola’s own knowledge through three iterations of the same test. The first two times, the spouses ended up knowing more about each other than Taboola did. By the third test, Taboola had learned enough to outscore them. “I’m not shocked by those results at all,” noted Pinker. https://twitter.com/Cannes_Lions/status/1140929437698891777 Another vital distinction and sub-layer of their conversation revolved around consciousness, another spark humans possess but machines never might. Singolda laid out questions that would seem impossible for any machine to ever answer: What is love? Is there a God? Again, their answers dived deep into issues of human sentience. “If a robot computer complains about a malfunction in its system, does it hurt?” posed Pinker, who then asked if Singolda might be a robot. “How do I know you’re really conscious and not a zombie?” The answer is, Pinker doesn’t know because he can’t actually enter Singolda’s consciousness—something artificial intelligence is years away from doing, if it ever will. Using a Star Trek analogy, Pinker wondered, “If you dismantle Commander Data to find out how he works, is that murder?” This was deep, heady stuff, and as intellectual as any Cannes Lions session is going to get Stay tuned for Adam’s upcoming blog post about his time with Professor Pinker here in Cannes over a few days, and on the main stages, wondering about machines vs humans. --- ### Loyalty Depends on the New King—Data: Publisher Insights From Taboola Talks URL: https://www.taboola.com/taboola-updates/loyalty-depends-new-king-data-publisher-insights-taboola-talks/ Last Modified: 2025-01-14 14:36:48 A cultural change is afoot. Users are consuming content in new ways, and publishers need to adjust to this brave new world if they want to increase brand engagement and loyalty. This means understanding users' behaviors and patterns, and, most importantly, giving them content that they love. What was crystal clear at our latest Taboola Talks—data is the new king. Our CEO, Adam Singolda, summed this up, saying: “Data is a map. People who have a promotional angle know how to drive it, but for the most part, it's not about getting more data, it's about activating any piece of data." ## Put your data to work. The entire panel agreed that a data-based approach is the way forward, yet each applies the knowledge that their data provides in different ways. Some use data to create new products, some different types of content and others multiple platforms. Here's what the panelists had to say: “We have launched a whole new product in response to looking at what the data tells us about the users… the user engagement for this is off the scale." Christian Broughton, Editor, British national daily newspaper The Independent “Content we create isn't necessarily just all in one place—we can utilize the resource and the video content on TV programs, Instagram, Snapchat or other platforms, as well as our core business." Julian Childs, Managing Director UK and SVP International of global finance and business news website Business Insider. “There has been a change in user consumption, moving into audio and new ways of letting users digest content and increase engagement—like podcasts." Zach Sullivan, Chief Revenue Officer of British magazine publisher Future plc ## Brand Building & Revenue Streams Can Work Together The publishing industry is often associated with 'doom and gloom,' but panel moderator and Managing Director of AOP (Association of Online Publishers), Richard Reeves, rightly highlighted that tech giants are continually innovating and building loyalty, and publishing can follow suit. “Advertising still remains a fundamental source of income, and we should be thanking the likes of Facebook and Google who made us wake up and understand that we need to diversify and understand a different way of interacting with users," said Reeves. The Independent is doing just that with its Independent Minds subscription. “Independent Minds brings out our sense of identity. Through engagement and huge levels of brand trust, this type of product allows us to know our readers better, and we can build in a lot of other things that work with our brand to support The Independent as a news source," said Broughton. Business Insider's approach to driving loyalty is investing heavily in content. “We have to believe there is a model in doing great content. To get more users, they must first want to engage with your content. Production value and services than we would traditionally have, but it pays off if we’re delighting our readers" said Childs. ## To Scroll or Not to Scroll Although Taboola was historically instrumental in implementing widgets across websites, the company has now shifted to focus on feeds. This led the panel to ask: 'Is scrolling the way to encourage engagement?' According to Taboola's CEO, Adam Singolda, the answer is yes. “People like to scroll. We saw Instagram doing well and thought why not—let's do it too. People like to scroll, so we gain the social benefit of a page not starting and ending. I do think they found something with this scrolling behavior—small things that work. If someone on your site gets to the twentieth card in your feed, that person is evolving into a superhero," said Singolda. While many agreed in the power of infinite scroll, it’s worth noting that one publisher felt there were still challenges to face there. “Scrolling just wastes your time. When you scroll, you are wasting time unless you are trying to focus on making a buying decision and if I am just scrolling, I wouldn't buy anything—I would just scroll, because I have a big idea about what I want them to do," said Sullivan at Future plc. There’s a lot of misconceptions around scrolling in the industry—competing studies have shown conflicting data around the topic. Huge Inc., a digital agency behind some of the biggest brands in the world, like Nike, Lowes, and Google, set out to settle the discrepancy. They found that no matter what the design, users always scrolled. Whether or not they engage is up to the content on the page and its relevance—which is what Taboola strives offer—relevance and personalization for the user. ## The Key Takeaways You can find the magic mix that will work for your audience by checking your data and understanding your users' behavior. - Build trust with your audience by focusing on quality instead of quantity. - Serve the right kind of content based on where users come from and their intent. - Experiment with new formats and channels. Every audience is unique, and there's a special sauce that will resonate with yours—just dig deep, team up with the data experts and find it. --- ### YouTube & Taboola: Defining the Future of Digital Video URL: https://www.taboola.com/taboola-updates/youtube-taboola-digital-video/ Last Modified: 2025-01-14 14:36:48 Early last month, I was asked to head out to Singapore for a one-day conference organized by IAB SEA + India called Tomorrow's Digital Skills Today. I spoke about video creatives and production from the psychological, data and research points of view, and although traveling there wasn’t easy (I flew 16 hours each way for a 48 hour stay)—I would definitely say it was worth it. Aside from enjoying the modern city, delicious foods, and warm weather (not to mention a quick drink at the world famous Marina Bay Sands hotel rooftop), I also had the pleasure to co-present with Karl Duffill, Regional Agency Business Head at Google, who was asked to speak about video creatives as well. When preparing for this session, we found that although Taboola and Google are two different video platforms that give consumers a different experience, even when watching the same video, many of the video trends and recommendations regarding the video creative are similar: authenticity, keeping the viewer’s attention span in mind, inspiring the audience to take action, and more. ## Authenticity in video drives success. YouTube has been identifying some really interesting trends in regards to video formats. People aren’t just watching videos with traditional storylines anymore—they’re spending hours watching gamers just play online games, they’re watching a lot of super short videos, and they’re especially loving live-streamed content. One of the things that these trends have in common is authenticity. The person recording himself playing a video game didn’t prepare a script for if he wins or when he loses. Authentic video creators don’t feel the need to spend hours planning a video—instead they upload a short video that gets their message across in an easy and relatable way. There’s nothing more real than a live-streamed video that includes every mistake and mishap that would've definitely been cut out of a recorded video. On a similar note, I spoke about the importance of authenticity in video. From the psychological perspective, it creates an intimate relationship between the consumer and the brand. I also presented some surprising findings—when analyzing the quality (bitrate) of the videos running on our network, we found that the average-quality videos performed significantly better in terms of both the viewability and the completion rate as opposed to videos with very high quality. We think this is directly related to a less authentic feel in high-quality videos. ## Bite, snack and meal sized videos perform better. With regard to video length, Karl really put it best. He stressed the importance of keeping the consumer’s attention span in mind when producing video creatives. He suggested creating videos for different attention spans, specifically, bite (6-second), snack (15-20 second) or meal (30-second)-sized videos. I spoke about video length as well, and focused on the impact that a short video (anything less than 30 seconds) can have. To illustrate, I presented one of the classic social psychology studies that found that watching a video of a person for half of a minute can predict how the viewer will feel about the person in the video after getting to know them long term. ## Inspiring consumers to take action. Finally, and although video is known more for its power to inspire than its power to drive to immediate action, we spoke about driving said action. Psychologists identified that emotion, or how you feel about the brand, is one of the main determinants when a consumer is deciding what to buy. These emotions can be easily influenced with branded video. A recent analysis of our top 2,000 videos uncovered that videos that included some kind of emotional expression got a significantly higher viewability rate and completion rate. Another thing to consider as a marketer looking to inspire action—create and distribute specific content for specific audience groups. This was one of the main takeaways from a case study that Karl presented with AirBnB, who created video ads for audiences in the ‘dreaming’ stage of booking a trip and audiences in the ‘planning’ stage of booking a trip. When you think video, think consumer-first. When I think about what my learnings are from this session, the thing that really stuck with me is that putting your consumer first is really key, regardless of where you choose to promote your video. Although we suggest planning a marketing mix that will allow to reap the benefits that each platform has to offer, remember these three things: - Be authentic - Customize video length to support your audience’s mindset - Understand how your consumer makes decisions to drive action These will help you remember what the consumer really wants to engage with and will set you up for a successful marketing campaign. --- ### Taboola News Set to Launch on Ridesharing App Via URL: https://www.taboola.com/taboola-updates/taboola-news-via/ Last Modified: 2025-01-14 14:36:48 ## Connecting Riders to Relevant, Local and National Content, Enriching Users’ Experience I’m excited. I started Taboola in 2007 because I didn’t want people to have to look for things. Instead, I wanted to have things look for people—to enrich lives by empowering everyone explore what’s new and interesting out there for us. We focused the first 11 years of our journey on the Open Web, recommending things to consumers when they finish reading an article on publishers’ sites. I am humbled and proud to work with some of the most innovative media companies in the world today. Earlier this year we started a whole new division called “Taboola News” which is essentially a way for us to bring interesting news feeds into the world, outside of the open web, wherever people spend their time and have intent to discover new things. We started by announcing partnerships with some of the leading Android Manufacturers (OEMs) in the world, such as ZTE and vivo with more to come soon on that front. But as part of the Taboola News strategy, we want to be everywhere. ## Announcing our strategic partnership with Via I’m very excited to announce our partnership with Via, the world’s expert in on-demand shared transportation. Taboola News curated news and content from our network of premium publishers will now be integrated straight to riders experience starting in New York City. This partnership will connect our premium publisher partners to Via’s riders allowing them to seamlessly access hyper-relevant entertainment and information while in transit at the moment when riders are waiting for a ride and when in the ride itself. Imagine living in Chelsea, taking a ride uptown and on your way using the Via app to connect to local and national news that you may like. When Daniel Ramot, co-founder and CEO, Via and I spent time together, we’ve said our main focus is the riders and users. Our goal is to not only achieve an even greater ride experience for people, but also creating real and meaningful value for people. Our hope is if we only enabled riders to discover that one article that made their day more productive or that piece of information, they could use in a conversation later in the day—we did good. This partnership is also great for journalism. In a world where publishers are looking for new ways to drive loyal readers to their site, this is a whole new vehicle to introduce engaged users to relevant and premium news. ## Mobile app partnerships are an exciting development for our publishers. We plan to be live by end of the year, and I cannot wait to take a ride to the office and check out the news! Stay tuned…   --- ### Tribune Publishing: One of the Biggest Publishers in the US Now Uses Taboola Feed URL: https://www.taboola.com/taboola-updates/tribune-publishing-taboola-feed/ Last Modified: 2025-01-14 14:36:48 Many years ago I met Grant Whitmore, who then was the executive vice president of digital for the New York Daily News. Grant is now executive vice president and general manager, northeast region at Tribune Publishing, which acquired NYDN, as well as a dear friend. A lot has changed for both of us, but one thing is always consistent: our mutual commitment to making our partnership first and foremost focused on product and innovation, something I always appreciate when it comes to working with Grant and his team. NYDN was actually the first publisher to test and implement Taboola Feed when we came up with the concept of transforming the open web from “widgets” to a consistent UX that brings various experiences and formats in a personalized, non-intrusive way for consumers. Taboola Feed serves sponsored content, video, and organic recirculation in a continuous feed of ‘cards’ that appear below articles, similar to social feeds, providing engaging and brand-safe experiences. Now I’m excited to announce that Tribune will launch Taboola Feed exclusively across all of their digital properties, including incredible brands such as the Chicago Tribune, the Baltimore Sun, and the Orlando Sentinel. Grant explained to me their decision to implement the Taboola Feed: “Balancing sustainable revenue streams with high-quality user experiences is the cornerstone of today’s digital media industry. The Taboola Feed achieved significant results for New York Daily News, and we are looking forward to bringing similar success across all of our properties. We appreciate the innovation that Taboola has brought to our audiences and look forward to continuing this partnership together.” ## Investing in user experience is key for publisher and advertiser success. Taboola Feed is already approximately 30 percent of our business at Taboola and growing faster than anything we’ve ever done. In the end—I believe this touches a fundamental challenge and opportunity on the open web, which is how can we make the open web feel relevant and beautiful for consumers, something people want to stick around on and not “click back” to go to whatever they did before. I think there is an incredible “moment of next” that happens when people finish reading an article, and that moment is where as a company we focus, enabling users to discover things they may like and never knew existed, exploring more content and video at that special moment. I believe strongly in our efforts to support local and national journalism, which continues to play such a crucial role in our daily lives. By leveraging discovery and personalization technology, we can boost the value of every user’s visit and encourage users to stay on publishers’ websites and discover more content that they may be interested in consuming next. --- ### Taboola News Set to Launch on vivo, Top 5 Smartphone Manufacturer in the World on 100M+ Devices URL: https://www.taboola.com/taboola-updates/taboola-news-vivo/ Last Modified: 2025-01-14 14:36:48 Announcing a strategic partnership to deliver “Apple News” experience on Android devices. Smartphones have become one of the most intimate devices we own today. On average, we check our phones 75 times every single day, and there are 1.4 billion devices sold a year with more than 2 billion Android devices active every month. We look at our device first thing when we wake up, when we are waiting in line at the grocery store, we use it to photograph small moments in the day, to text our spouses a quick thought, and to track our health. We also turn to our phones to learn, to get updates on what is happening next door or a world away, and to decide what to do next. In these “moments of next,” we are particularly open to discovering something new. ## We’re bringing a personalized quality news experience to vivo, the 5th largest smartphone manufacturer in the world. This week, we announced our partnership with vivo, the 5th largest smartphone manufacturer in the world, to bring personalized, powerful, and relevant recommendations in the form of premium publisher content to the screens of their mobile Android devices—much like Apple News brings to the users of the iPhone. This partnership will connect our premium publisher partners throughout the globe with hundreds of millions of mobile device users throughout Asia. The reason Taboola News is an exciting opportunity for carriers and OEMs is because it creates an opportunity to bring a feed of personalized information into the device, which is a differentiation experience. It also creates a whole new revenue stream, while in the past striking a content partnership used to be a cost center. Thirdly, it can create a whole new relationship with users that will allow carriers and OEMs to constantly “talk” to their clients, in a CRM like way, deepening the relationship with their clients. ## Bringing hundreds of millions of people to the open web. As I look into the future 5-7 years at Taboola, it is clear to me that one of the biggest gaps and risks for the future of journalism is the question: “How can millions of people reach the open web and prevent it from shrinking and stay within walled gardens?” In a world where Search is a mature market and strong consumer companies are less motivated to send people to the open web, but rather opt to keep people inside “walled gardens,” what will drive future growth on the audience front? What is going to be “the next SEO”? We have spent the last 11 years developing machine learning, and more recently deep learning, algorithms that continue to match the most relevant content and experiences with the 1.4 billion users we reach every month. Alongside that, we’ve created partnerships with thousands of quality publishers in 50 markets around the world. By leveraging our partnerships and our reach in order to partner with OEMs/carriers—we intend to  help users access information that can enrich their lives, create engaging and revenue generating experiences for OEM/Carriers, and last but not least—move hundreds of millions of people to quality publishers, making the open web not only survive, but thrive. We’re just at the beginning, but it’s a beginning I’m very excited about. Our future is fully aligned with the open web and the success of our publisher partners, our brand partners and our new OEM partners. No room for small dreams.. --- ### The Power of Truly Global Data: Interview with the COO of Eyeota URL: https://www.taboola.com/taboola-updates/eyeota-global-data/ Last Modified: 2025-01-14 14:36:49 The success of your campaign greatly depends on the accuracy of your data—and these days, success for many brands is determined by their ability to access local audiences consistently at global scale. Eyeota is a leading provider of audience data. The business is headquartered in Singapore, but has a distributed team, operating as a truly global organization, meaning they it respond to and deliver global, regional and local audiences to marketers every day. We sat down with Jill Orr, COO of Eyeota, to discuss what is relevant for advertisers today when considering third-party data solutions, and how they can best incorporate new information into their marketing strategies. ## Can you tell me a little bit about yourself, and how you came to be COO at Eyeota? “My background is in media and publishing. After university, I moved to the US where I got my first job in digital at IDG based in San Francisco. Overall, I spent about 18 years in technology publishing; moving home to London in 2000 where I worked at Ziff Davis, CNET, and then CBSi. I have been lucky in that my career has afforded me a great range of opportunity and experience and importantly the platform to work with great people and within experienced teams. I enjoy learning, leading and solving business problems and have worked in business development, marketing, and product development. At CBSi I launched CNET and Gamespot in the UK and was Managing Director of the UK business for 5 years. After I left publishing, I worked at retail media in a more international and commercial role, but I was keen to come back into general management and to a company where technology was a core component of the customer solution. I had known Eyeota for some time before joining 9 months ago; the distributed and global nature of the company was attractive in terms of the operational challenge in making that work for employees and customers but it was the people who won me over. I also fundamentally believe that Eyeota’s technology platform transforms audience data so that organizations can make smarter business decisions, understand customers better, and improve marketing strategies.” ## Why is Eyeota relevant to today’s advertiser? “More than ever, advertisers need confidence in the data they use to reach customers. They need to know that the data they are using targets the right audience and that it is privacy-compliant. There are a number of ways that we are able to provide this level of data confidence to advertisers. Firstly, we take data assets from the best online and offline sources and transform them into audiences that advertisers want to buy. While we are known for being global, our business is very focused on enabling advertisers to access market-specific audiences. We onboard and ingest data in a consistent fashion in all markets - this allows advertisers to support marketing strategies locally, regionally or globally with Eyeota. We are unique in the data marketplace in that regard. Secondly, an important part of what we offer to marketers is a privacy-first approach to data. We don’t match our data based on PII - we match against common geolocation attributes and enrich with sociodemographic and behavior signals. This means our audience solutions are well-aligned with the more privacy-sensitive markets in which we operate - and we can focus on expanding control and transparency tools for sellers and buyers of data. Finally, we get great feedback from our customers in terms of how we support them, making audience conversations less intimidating and providing them with information so they have confidence in our data. We work really hard to help advertisers make data make sense. We have also built a number of tools that help advertisers and agencies plan and connect with the audiences that we can activate for them. These custom tools are a key part of our customer proposition.” ## How should advertisers consider Eyeota in their day-to-day? “Additional to our unique ability to support global campaigns, Eyeota has a rich resource of audiences built from a variety of data partners. An important source is our premium publisher partnerships and we also work with data owners that might be sitting on a unique set of data without the scale to stand alone, but when combined with other data in our marketplace, we can find a way for them to amplify the value. We are proud of our relationships with global research companies who access our proprietary onboarding methodology to translate offline panel and survey data into digitally relevant audiences. This combination of sources are organized to support key audience buying tactics targeting demographic, interest, purchase and intent signals which allows us to comment on behavior on over four billion audience profiles within our marketplace. On the distribution side, we can activate the data for all the major agencies, trading desks, ad exchanges and data management platforms (DMPs) for advertisers who want access at their own point of purchase. Finally, to make it easy for advertisers to find the right audience, we have two services that can they can access on a daily basis. You can use our free self-service Audience Discovery Tool, which helps marketers discover optimal audiences for campaigns in seconds or you can use our Data Desk and directly connect with an Eyeota Audience Specialist who will work with you find and explore all data options and build a bespoke audience strategy. Increasingly, we’re starting to build tools which allow private data marketplaces (PDMPs), fully transparent data alliances and the ability for advertisers to build out custom audiences at scale. We’re seeing a huge move towards this area across the industry.” ## You’re known as a leading global audience technology company. How would you simply define it? “Eyeota was launched in 2010 in Singapore, Berlin and Sydney, so global was part of our DNA from the beginning. Our proprietary methodology enables us to transform and active data consistently across all global markets. No one else can do that. In addition we operate in Europe, APAC, the Americas and Australia.” ## How do think an advertiser should fit third-party data into their digital marketing strategy? “First you need an understanding of your core audience and who you want to reach. Once you have established this, you can begin to build your audience data strategy. First-party data can be limited as advertisers are only able to view their audience within their own . If you are seeking to expand audiences that look like current customers, you always want to base your data strategy on the most accurate level of data you have and look for commonalities around that. To help you with this, we can take your seed data and help you expand this audience base using our mass of data and our technological capabilities. This can give advertisers accurate and relevant data at a scale that they need to achieve their marketing goals. We encourage continuous testing and learning and have a rigorous approach in terms of reviewing the results and qualifying your audiences further. One of the benefits marketers have in a digital environment is the return of real results regarding the audience and how they respond to different messages. Assumptions based on offline signals may not be supported as you apply them in an online environment. Review the results and improve and iterate across the campaign. As you start to see who’s responding to your campaign, you’ll get a fuller and deeper understanding of your audience and their particular desires and behaviors.” ## Do you have any predictions for user data in 2018? “There are several things that we’re seeing in terms of trends that I expect to see continue. The industry is placing further emphasis on transparency as both marketers and data providers require more control over how and where data is captured and activated. I expect that GDPR and other privacy conversations will further extend into other markets. This will play very well for both marketers and publishers as marketers are demanding more custom audience solutions and publishers are looking to give more control, compliance and transparency to marketers so that there is an increased level of confidence in the exchange of data. Secondly, I think we’ll see a change in the way that partnerships are evolving. Deeper and more strategic partnerships will focus on depth rather than just scale. We’ll see alliances or co-ops that provide an opportunity for publishers to be a real competitor to Google, Amazon and Facebook. Finally, we’ll see a move towards bespoke audiences and a consumer-first strategy. Historically, audiences have been defined by the seller, but now we’ll see audiences created and informed by buyers’ customer specifics. We’ll see more direct connections between marketers and data providers in an enclosed and transparent environment so that there is more ability for the buyer to influence the audiences they want to reach, rather than being confined to off the shelf audience segments.” Eyeota has been a data partner of Taboola’s since 2017. --- ### BILD: One of Europe's Most Prestigious Media Brands Just Announced a Major Partnership with Taboola URL: https://www.taboola.com/taboola-updates/bild-group-taboola/ Last Modified: 2025-01-14 14:36:49 Axel Springer’s BILD Group is one of Europe’s largest and most innovative publishing houses, known for digital divisions such as AUTO BILD, BILD, B.Z., and COMPUTER BILD. We’re excited to announce the BILD Group will now use our platform, from our core recommendation deep learning driven technology to our editorial Newsroom insights. Our mission has always been to empower users to discover what’s new and interesting, connecting them with things they may like and never knew existed and, by doing so, grow engagement, revenue, and loyal audiences that support quality journalism. ## Investing in user experience Our main goal is to drive user engagement and loyal audience growth across the BILD Group’s brands. Leveraging Taboola’s Newsroom insights and real-time A/B testing capabilities, BILD editorial teams can test creatives and see the performance of content in real time, as well as topics their users are most interested in reading about, to create editorial best practices over time. In a world where big consumer brands, social companies, and walled garden companies are not motivated to grow the open web (or “lose” their audience to the open web), it’s truly key to invest in the future growth of loyal readers by creating relationships with passionate readers so they want to come back again and again, building off of a truly personalized experience. “In cooperation with Taboola we want to further advance the topic of content recommendations on our portals. By combining our experience in digital subscription models and user engagement with Taboola’s technology and big data expertise, we want to jointly develop exciting product innovation to expand our monetization strategy for our advertising partners and readers,” said Stefan Betzold, Managing Director Digital of Bild Group. I’m excited to work with Stefan, his team, and the Axel Springer board of directors to innovate on the product, investing in the future of quality journalism on the open web and keeping journalism not only strong -- but thriving. --- ### Introducing our Smartest Advertiser Feature Yet: Smart Bid URL: https://www.taboola.com/taboola-updates/advertiser-smart-bid/ Last Modified: 2025-01-14 14:36:49 As a creaky Taboola veteran (six years strong!), I couldn’t be more excited about today’s newest product feature launch, Smart Bid. A mere six years ago, making a simple cost-per-click change in your Taboola campaigns was no easy task; indeed, we promised a 24 hour turn-around for such a request. We (and the Taboola platform) have come a long way since. Starting today, we have released Smart Bid as the new default Bid Strategy for all new Taboola campaigns. Smart Bid is a new bidding feature that helps you maximize campaign performance by automatically adjusting the baseline bid of every impression based on the likelihood to drive conversions or page views. ## What are the benefits of Smart Bid? ### Network Learnings Smart Bid uses historic network conversion data (publisher data, user data, time of day, platform, etc.) to make automatic bid adjustments for each impression. Since each month our platform parses over 500 million valuable conversions globally, Smart Bid is able to create very informed decisions aimed at maximizing campaign conversions. ### Scale and Efficiency There are a lot of variables to manage when it comes to maximizing the value of the Taboola platform such as user interest, page context, time of day, geography, device, site, and vertical. Smart Bid makes sure that you can safely maximize your campaign reach without having to narrow down your campaign targeting. ### Performance In Beta, we tested Smart Bid across over 700 campaigns. Campaigns using Smart Bid had a 22% average higher conversion rate. We are confident that this is a direct result of Smart Bid’s ability to make sure to have the optimal bid at the right times. ## How to use Smart Bid. We believe that Smart Bid should be the optimal setting for most campaigns. You should create Smart Bid campaigns alongside your current campaigns—especially if you have already done a lot of optimizations on them. Having a few widely targeted Smart Bid campaigns alongside your current campaigns will ensure that you’re getting the most conversions or page-views you can. One important point to make clear is that Smart Bid is designed to maximize conversions. It does not guarantee that you will hit your campaign CPA goals. Instead, what we most often see is that Smart Bid campaigns have a more normalized or even CPA across the variables like site, platform, and geography. Try using a lower baseline CPC on Smart Bid campaigns at first; then you can let Smart Bid bid up at the right moments. Finally, the best Smart Bid campaigns benefit from the New Taboola Pixel released earlier this year. The new pixel collects more diverse conversion data which helps fuel the Smart Bid engine. If you have not installed the Taboola Pixel, check out our help center articles on it here. We hope Smart Bid helps you get more value out of the Taboola platform. We are looking forward to seeing how you use the new feature and what kinds of success you can achieve! --- ### Taboola's Global Self-Service Platform Grew to Nearly $100 Million Run Rate URL: https://www.taboola.com/taboola-updates/taboola-self-service/ Last Modified: 2025-01-14 14:36:49 Our self-service platform enables thousands of entrepreneurs to be discovered on premium sites, and we couldn’t be more excited to announce that it’s growing. We grew to nearly $100 million in run rate since launching a year ago, in 2016, and have helped global founders, marketers and agencies grow important businesses, and we’ve helped many realize game-changing success. We’re honored to have been able to support founders from companies like Flare Audio and Goodgames Studios, who have taken advantage of the opportunity of widespread consumer discovery and growth through Taboola on the open web. ## Flare Audio helps artists be heard the way they want to be heard. The rising success of our self-service platform is built on the backs of amazing companies and founders who have amazing missions. Flare Audio wanted to bring bring a quality sound experience to the masses with better headphones—because every artist deserves to be heard the way they want to be heard. With Taboola, they found the reach they needed to grow—the user mindset, reach and effectiveness of discovery is unparalleled to any other option out there. “The reason Taboola is great is they have so much reach, and they have so much control over that reach. Taboola’s on so many of the world’s premium websites—we want people to see our content and think ‘that’s a solution that fits our needs’, and Taboola is incredibly important to us as we go on to our next step.” - Davies Roberts, Founder, Flare Audio. https://youtu.be/kLQpY1C2-Yw ## Goodgames provides a beautiful escape for gamers. A team made up of artists and creatives, Goodgames started small and grew really fast—their strategic games bring a beautiful escape to people of all shapes and sizes. With Taboola, they were able to reach them in the right environment at the right time: “We are always looking for way to find new, quality users and Taboola has a really easy way of targeting the right users to bring them to your content. The native layout is important because a lot of the time people are getting bombarded with different ads. When you make it more relevant for them, the user experience is much more fluid.” - Mary Jin-Hee Kim, Senior Online Marketing Manager, Goodgame Studios. https://youtu.be/PJwpFvajApc Anyone should be able to afford to realize their dream, and that’s why we want to enable brands of every size—from the world’s largest airlines to the neighborhood flower shop—to scale with any budget and with the resources they already have.” ## It’s really easy to get started. Taboola self-service includes an easy-to-use platform that offers entrepreneurs and small businesses access to a massive new user base through Taboola’s thousands of publisher partners. You can get started with just a single piece of content, or more if you have it. Our small and medium business owners are successful targeting new consumers with everything from media coverage, to blog posts, to product landing pages. Through Taboola’s Backstage Campaign Management tool, marketers and advertisers gain full control of campaigns to target specific audiences (now even by time of day), tightly manage budget and cost per click (CPC) targets and optimize by creative, A/B test keywords or images using Getty Images, and view real-time performance reports to adjust campaigns as needed. As our self-service platform business grows, we look forward to helping more companies achieve their dreams, and to connecting more people to content, products and companies they may like but never knew existed. --- ### One of France’s Most Prestigious Daily Newspapers Now Uses Taboola Feed URL: https://www.taboola.com/taboola-updates/le-figaro-taboola-feed/ Last Modified: 2025-01-14 14:36:50 We’re excited to announce an exclusive, three-year partnership with Le Figaro, which includes the implementation of Taboola Feed, our infinite-scrolling feed, on the publisher’s mobile web and in-app properties. Le Figaro is one of France’s most prestigious daily newspapers with 96.7 million site visits each month. This social-feed like experience is now live on several key media brands including Le Figaro, Madame Figaro, TV Mag, Sport24, Le Figaro Etudiant, Le Figaro Santé, Evene, and Le Figaro Immobilier. “We are honored by the opportunity to work with an important publication such as Le Figaro, and innovate together in years to come around a superior and beautiful user experience, driving engagement, revenue, and audience growth,” said Adam Singolda, CEO and Founder at Taboola. “With consumers in France spending over 140 minutes on their mobile devices every day, there is a massive opportunity to create a brand-safe feed experience for users.” “We are constantly seeking ways to drive traffic and improve the user experience across all our sites. We have been using content recommendation for some time, but were impressed by Taboola’s vision, innovative approach, and unparalleled brand safety. Taboola Feed will allow us to drive growth and revenue, and it’s vital that we stay one step ahead by leveraging the latest developing technologies. We are confident that partnering with Taboola will allow us to do just that,” said Bertrand Gié, Head of Pôle News at Le Figaro. Launched last year, Taboola Feed enables users to access content including articles, in-feed video, app downloads, premium content, and more on mobile web and in-app. Publishers around the globe have implemented it to maximize traffic, grow subscriber bases, and drive video views. “We are committed to delivering enhanced user experiences across various publishers’ properties globally,” said Harry Levy, Regional Director at Taboola. “Introducing Taboola Feed to the French market will allow us to continue to create superior user experiences, and we’re excited to partner with such an important French media brand as Le Figaro.” --- ### DoubleVerify Explains the Ultimate 3-Part Brand Safety Strategy URL: https://www.taboola.com/taboola-updates/cannes-doubleverify-brand-safety/ Last Modified: 2025-01-14 14:36:50 Ahead of the Cannes Lions International Festival of Creativity next week, we wanted to get ahead one of the major topics that brands continue to be interested in this year—brand safety. We sat down with one of our neighbors at the festival, Mark Pearlstein, CRO at DoubleVerify, to talk to him about some of the challenges brands are facing with brand safety today. Pearlstein discussed the challenges in detail and revealed a three part brand safety strategy everyone should have in place to be successful in today’s landscape. Interview with Mark Pearlstein, CRO of DoubleVerify Can you tell me a little bit about yourself, and DoubleVerify? “I’ve been with DoubleVerify for eight years now. Eight years ago, I was looking around the space for my next opportunity, and one of the big highlights at DoubleVerify for me was the opportunity to be away from both the media selling and the media buying side—the transaction itself. Living on top of the transaction as a third-party was very attractive to me, because we can be the voice of truth without taking sides. We can provide unbiased, unfettered information about what happens in the ecosystem. We work with many of the world’s largest global brands to authenticate the quality of the digital media. Today, everybody knows the challenges of digital media, and it’s unfortunate that just a few bad actors can spoil the entire industry. When people talk about the problems we face, it’s really an isolated small group of troublemakers that can cause big trouble for everyone. We proactively identify these bad actors, and give brands the clarity and confidence to continue to invest in the space.” Do you have tips for advertisers looking to stay brand safe in an ad-tech landscape that’s evolving? “First, it’s important for brands to understand that every brand is unique. We talk about brand safety as if it’s a binary decision, like you can know it when you see it—there are some things, like pornography, that are immediately identified as ‘not brand safe’ for everyone. That’s not really the issue. What brands really need to be thinking about today is brand relevance. For example—if you’re an energy drink, a web page with content about how to make a cocktail is perfectly fine for you, whereas it might not be for a kids’ toy brand. Brands need to understand that being ‘brand safe’ is about understanding your brand image and partnering with someone that can be as granular as you need to be to control your placements within your guidelines. Second, we have to consider the other interesting thing that’s happened—the rise of fake news. In addition to considering whether or not content is good or bad for a brand, now we have to consider truthfulness. All content on the web used to be thought of as truthful. Now you have a mix. It’s critical that brands understand that fake news has a huge impact on brand image. The contents’ context might be relevant, but the fact that it’s fake will always be bad. It’s also important to understand the distinction between satire, which is intended to be comedic versus fake news which is intended to trick you into believing it’s real. Third, brand safety is a global issue—within certain regions, you see much higher rates of brand safety issues than others. For example, in the Middle East, exposure to skin is viewed differently, and you might see higher brand safety incidents there than other regions. Brand needs to take into account a combination of all three of these things—context of content, truthfulness of content and social norms and values, to truly be brand safe. We’re all focused on GDPR as of late. How has GDPR impacted verification products or services? “The impact of GDPR on verification companies is negligible. The biggest impact comes down to geo-verification services, and the good news is it’s very easy to turn off those services if that’s what the user wants. The better news for the industry is the rise of core values about clarity, transparency and trust remain. We by definition don’t do anything to track the user—verification may be the only part of the ecosystem not adversely affected by GDPR.” Do you have any advice for the creatives at Cannes looking to stay as creative as possible in the face of brand safety challenges? “The value of DoubleVerify and verification at large is that we provide the solution creatives need to face the challenges of today—particularly on brand safety and fraud where we literally stop ads from serving where they don’t want them to. It’s active protection. You end up serving only in high-quality environments, and this gives creatives a much better pallette to blossom. Now, you can take your creativity to the next level, and truly understand the impact of your KPIs. So creatives, experiment. Go ahead and raise the volume on your videos, go fullscreen, and much more. The metrics that show whether or not a user is truly impacted by the ad. Without support from a independent, third-party like DoubleVerify, 20% of their data could come from a place the brand didn’t really want to be served, therefore the creative impact is mitigated. With us, the value of the data you’re getting back is much more valuable. They can be creative in environments that are high quality to them.” What will you be doing at Cannes, and where can attendees find you? “Marketers were inspired when Marc Pritchard got up on the stage at IAB to issue his rallying cry for transparency. This is the pinnacle of what’s going to happen with brand safety, and what we’re actually seeing this year at Cannes is a mass-market movement towards not only interest in brand safety but what can actually be done about it. While P&G heightened market awareness, we’re now at the point where everyone is taking action, and we’re seeing a high sense of urgency to understand the problem and do something about it. Come visit us on the waterfront in Cabana 17.” Come see Taboola and DoubleVerify at Cannes, Cabanas 14-17 We’re partnering with DoubleVerify for the happiest happy hour at the festival—we invite you to come take in the beach views and sunset from our cabanas on the first day of Cannes. We’ll be rocking live music, cold drinks, and ocean breezes—the perfect way to segue into the night ahead. Come by Taboola’s cabana, (#14) at any time for a little rosé. At the festival we’ll be talking about data-driven creativity in our French camp, and interviewing top industry executives live from our cabana in partnership with Cheddar. Check out the details. Visit DoubleVerify’s cabana (#13) right next door. They’ll be addressing the most significant challenges to capturing a brand-safe Internet and what technology will get us there with global CMOs on two separate panels; and providing data and market-by-market benchmark of the challenges faced by global marketers and an outlook on the current and future state of media quality on the internet. Finally, our team will on the ground the whole week talking content distribution over a glass of rosé. See you there! --- ### HubSpot and Taboola Are Turning on Discovery for 40,000 Brands URL: https://www.taboola.com/taboola-updates/hubspot-taboola-partnership-integration/ Last Modified: 2025-01-14 14:36:50 Today’s best content marketing strategies are all about cost efficiently scaling your audience to increase sales. This includes a ton of moving parts—the most important of which are the channels where you reach that audience—search, social and, of course, discovery. The industry’s number one leader in fitting all of these moving parts together just added the third pillar—HubSpot users are now able to start a Taboola campaign right from their dashboard. “We are always looking for new ways to help our customers scale—as cost efficiently as possible. Taboola is a platform that so many of our customers are already using, and we’re excited to offer them an easy way to streamline their content marketing efforts. We have integrations with Search and Social, so we were seeking a way to round out our offering with Discovery. Taboola is a great platform that offers massive reach on premium publishers in a brand safe environment.” - Kevin Raheja, Director of Strategic Partnerships at HubSpot. Over 40,000 marketers will now be able to distribute content through premium publisher sites on the open web easily. Campaign set-up, targeting and launch is integrated directly into the HubSpot dashboard for a seamless experience. ## HubSpot marketers can now easily access incredible scale with Discovery. Every brand has a story that deserves to be discovered, and we’re on a mission to enable as many brands and marketers as we can to reach their potential audience effectively and easily. Marketers running campaigns through HubSpot will have full control; they can target multiple audiences that fit their products, manage budgets, A/B test creatives with our Getty Images integration and view real-time reports in order to optimize campaign performance and drive high conversion rates as needed. Campaigns are launched from the HubSpot dashboard in four simple steps—just input your target landing page, select the device and geotargeting of your choice, set your daily budget and your cost-per-click (CPC), and you’re off. Advertisers can login through Taboola’s Backstage to get access to further targeting capabilities, and adjust campaigns as they run. ## Every brand has a story that deserves to be discovered. In an era where marketers are transitioning from traditional advertising to storytelling, content marketing is king. Coupling your content strategy with Discovery provides you an alternative for distribution outside of search and social, bringing you even more reach and scale through recommendations on premium publisher sites. Our partnership with HubSpot comes on the heels of Taboola’s recent announcement that our Self Service platform for marketers grew to nearly $100M run rate in its first year. Taboola’s self service business unit offers cost-efficient and scalable solutions to marketers allowing them to reach 1.4B users globally outside of search and social, placing relevant recommendations on some of the most premium publishers in the world and carrying high editorial value and brand safety. --- ### Sharing Our GDPR Learnings and Expertise with the Legal and Tech Industries URL: https://www.taboola.com/taboola-updates/gdpr-legal-tech/ Last Modified: 2025-02-13 08:44:21 As you may know, in three weeks the General Data Protection Regulation (GDPR) will be enforced across Europe and will have widespread implications for businesses with global operations, like Taboola. See also: The Advertisers Guide to GDPR As we described in an earlier post, we’ve been focused on ensuring that our services comply with the GDPR by May 25, 2018 and providing internet users the highest level of transparency and control when it comes to the use of their data for online advertising. Since then, we’ve done a lot to prepare for the new regulation, working closely with our publisher, advertiser, and data partners, and collaborating with others in the industry. We’ve also been sharing our knowledge with the adtech and privacy communities in a number of meaningful ways. ## We’re highlighting what the legal community needs to know about the GDPR This April, Julia Morpurgo, Associate Counsel, CIPP/E at Taboola, contributed a legal article to the American Bar Association’s, “What’s in Store” industry publication that focuses on consumer data protection, privacy, and advertising. Julia’s article, “Easy Conversation about the Most Complicated Areas of the GDPR,” offers readers an overview of the GDPR and an explanation of some of its more difficult concepts such as legitimate interest, automated processing, and the right to be forgotten. The piece is a helpful resource for attorneys and interested others who don't specialize in privacy or aren't particularly familiar with European privacy law. ## We’re hosting events to help other tech leaders and legal advisors in the industry. To provide guidance to our partners in the tech and digital advertising communities, Shelly Paioff, Taboola’s VP of Legal Affairs, CIPP/E, presented in February to 100 technology leaders and lawyers at our office in Tel Aviv. During the event, Shelly shared ways that tech companies should be thinking about and preparing for the GDPR — like becoming familiar with its legal requirements, fully understanding what personal data your company holds and where it flows, and preparing to receive data subject access requests. Most importantly, she reminded attendees to think critically and creatively about ways to ensure compliance without sacrificing the needs of their business. We know the GDPR isn’t an easy change for anyone to tackle, so to help our publishers that could not attend the event, we prepared an easy-to-read GDPR one sheet that outlines ways you can prepare. ## We’re doubling down on our role in the privacy industry. Last spring, Taboola joined the IAB Europe’s GDPR Implementation Group, where we worked closely with others in the industry to develop the newly released IAB Europe Transparency & Consent Framework, which we strongly support. As we are committed to our publishers’ choices regarding GDPR compliance, we are a registered Global Vendor of the Framework, and we will accept and honor consent signals provided by our partners.  Lastly, just this month, Taboola became the newest corporate member of the International Association of Privacy Professionals, (the “IAPP”). While our privacy attorneys have each been longtime individual members and have obtained their privacy certifications from the IAPP, we believe that Taboola’s corporate membership is an important way for us to demonstrate our commitment to global privacy efforts and to continue to learn about and contribute to industry best practices. We know that the GDPR will be an ongoing discussion well past the May 25, 2018 deadline, and we are committed to continuing to collaborate with our partners and sharing our expertise and learnings as we go. --- ### Preparing for INP: How Taboola is Improving Page Performance with a Brand New Rendering Engine URL: https://www.taboola.com/taboola-updates/digital-publishing-challenges-trecs-solution/ Last Modified: 2025-01-14 14:36:50 The digital publishing industry faces ongoing challenges, with site traffic being a key concern. According to the Echobox 2023 Publishing Trends Report, nearly half of publishers (47%) cite declining traffic as a major issue, while 63% prioritize increasing traffic. Amidst these challenges, prioritizing a positive user experience is paramount. Google's recent update to Core Web Vitals highlights this emphasis on user experience. Interaction to Next Paint (INP) now replaces First Input Delay (FID) as a more comprehensive measure of page interactivity. While this shift certainly presents an opportunity to enhance user experience (crucial for site engagement), it also poses additional hurdles for publishers to overcome. For instance, when executing third-party scripts like those from Taboola, there's a potential for the browser to become unresponsive to user inputs and rendering updates, thus potentially generating poor INP scores. Taboola recognizes the importance of minimizing page load impact to enhance page experience and ensure Core Web Vitals success. ## Taboola’s Response to Page Performance In order to effectively limit Taboola’s presence on the page, we're introducing a completely new rendering process that maintains the same ad performance and doesn’t require new publisher code. Taboola's current engine was not specifically built for page performance, meaning the files included multiple, heavy modules that resulted in large transfer sizes and long execution times, but our new solution resolves all of these concerns. ### Introducing TRECS TRECS (Taboola Recommendation Extensible Client Service) is a redesigned rendering process that ensures minimal browser effort by only actioning the tasks required for site configuration. This means removing the two major rendering files in the current engine, and creating a single file that serves all of the publisher's needs. Image: the loader.js and impl.js files as seen in Chrome DevTools The current loader.js and impl.js files (see image above) will be replaced by the TRECS loader, which is designed to be more streamlined in both size and execution time. Once fully rolled out, the TRECS loader file will be 50% lighter than the current loader.js and impl.js files combined! The TRECS loader initiates additional files to render what's needed for the page. We call these lines of work "extensions," and this work includes a combination of non-rendering functions like performance tracking or consent signal handling and visible features like the Taboola Feed or card customizations. Image: Visualization of the TRECS Extensions ### Performance Fader In order to keep browser work to a minimum when adopting new products, TRECS includes a performance management feature called Performance Fader. This tool uses browser APIs to optimize task execution, limiting Taboola blocking time and prioritizing more critical tasks—a must-have for INP success. The Fader also re-prioritizes interrupted Taboola tasks to complete its activity (and Taboola scripts) as fast as possible and avoid any risk of the recommendations loading too late in the page view. ## Long Animation Frames API Along with improving loading and task prioritization, Taboola has become an early adopter of the new Chrome tool - Long Animation Frames API. This tool allows us to identify specific scripts that cause a delay to a rendering update by over 50ms. A rendering update can be non-user generated or caused by user input. By using the LoAF API, we’re able to analyze (in Real User Monitoring (RUM) conditions): - Site Long Animation Frames Blocking Time - Taboola generated Long Animation Frames Blocking Time - Site INP - Taboola generated INP With LoAF and TRECS, Taboola has been able to reduce total INP on publisher sites while maintaining the same ad performance metrics. Check out Google’s Case Study on our work for all the details. ## Product Status and Success Where does that leave us? Taboola is now rolling out TRECS to all of our publishers. There's no change to the code on the page, and no publisher development effort required. To maintain consistency, we'll be gradually transferring key components from the current engine to TRECS. That means page performance will keep improving until there's no further reliance on the current engine. Thousands of Taboola publishers using a Javascript integration are already running elements on TRECS on their sites today! The initial results are very promising and we anticipate further improvements as we progress with development. We’ve seen the following reductions across a number of key metrics:* - Site TBT - up to 44% - Site Long Animation Frames Blocking Time - up to 38% - Taboola generated Long Animation Frames Blocking Time - up to 40% - Site INP - up to 44% Traffic may remain an ongoing challenge in our space, but Taboola is committed to giving our publishing partners the best of both worlds: high-performing native ads and engaging editorial content recommendations, plus a solution to INP that improves page performance and delivers SEO success. Contact us for more information on TRECS and how Taboola is committed to delivering innovative technologies for publisher developer teams. *We measure all performance data using the percentiles, taking the 75th percentile to calculate a percentage change. The results shared here show the best results from individual partners. --- ### Introducing the Weather Card for the Taboola Feed with IBM’s weather.com URL: https://www.taboola.com/taboola-updates/weather-card-taboola-feed/ Last Modified: 2025-01-14 14:36:51 Five years ago I met David Kenny, who had then just became the CEO of The Weather Company. Taboola was much smaller back then, and it was his innovative and driven company culture that helped us kick off a strategic alliance that has grown. We started tactically with goals for revenue, engagement and editorial metrics, to today’s even more strategic relationship—I’m excited to announce that The Weather Company, an IBM Business, is our first Taboola Feed card partner. We launched Taboola Feed in May of 2017, our own version of the social feed experience for the open web. In essence, it’s an infinite feed that uses Taboola’s proprietary algorithm to surface personalized information in a variety of “card” formats—including video, re-circulated editorial content, sponsored recommendations, and third-party cards such as the weather card we are developing together. Part of our strategy in launching Taboola Feed was to build an ecosystem of amazing experiences that users would not only love and enjoy, but also could help engage them more on publishers’ sites. People then linger on a publisher’s feed, versus clicking back to their social feed. Put simply, I would rather people interact with the open web than within a walled garden. We are truly excited to announce that The Weather Company, the world’s most accurate forecaster, and Taboola’s weather card will become available to every publisher in the world working with the Taboola Feed—users can now check the weather wherever they may be. The Weather Card will provide forecasts for up to five days and provide opportunities for users to customize the forecast outlook based on their location. https://youtu.be/sucK31nULiw We’ve always shared a mission to create meaningful, personalized experiences for billions of people. To that end, bringing over a billion people around the world access to the most reliable and localized weather information is an exciting milestone for both of us. We share the belief that timeliness is what’s most important for the user: “The weather informs every part of a person’s day and we share Taboola’s passion for using innovation to surface the most relevant, timely content for users when and where they need it. Integrating a Weather Card from The Weather Channel within the Taboola Feed allows us to reach a significantly broader audience than before.” - Sheri Bachstein, global head of consumer business, The Weather Company ## weather.com has launched the Taboola Feed. As part of our strategic announcement, we’re also sharing that the popular weather information destination, weather.com, will switch some pages from our traditional widget to Taboola Feed on its sites across the globe in an expansion of our current alliance together. This launch follows impressive momentum in Taboola Feed adoption. Currently,Taboola Feed serves 140 million video views per day, in 242 countries, and partners with 15,000 brands.. Many premium publishers have seen unprecedented success since implementing Taboola Feed including: NYDN, TMBI, Bauer, El Universal, and more. ## Empowering editorial teams with actionable data—they’ve already run thousands of A/B Tests with Newsroom. Beyond the integration of Taboola Feed, we’ve worked extensively with The Weather Company’s editorial staff on Taboola Newsroom—empowering them with insights from our network, as well as providing A/B test capabilities in real time to help optimize the content to improve site engagement and grow traffic and site engagement. Taboola Newsroom’s integrations with third parties like Reddit also help editorial teams at companies like The Weather Company to participate in conversations around their content. With Taboola Newsroom, editors can subscribe to alerts with recommended actions to increase readership, engagement, and improve homepage content, and help make the most of their content. As we dive deeper and deeper into this industry as a company, it excites me to have the opportunity to work with major publishers like weather.com on new projects—like cards for the Taboola Feed—but to also have the opportunity to work together across all departments. We’re optimistic about a future that is completely personalized across all screens, connecting consumers with information they may like and never knew existed. This is just the beginning. --- ### 100,000 Ways We are Cleaning Up the Internet URL: https://www.taboola.com/taboola-updates/100000-ways-taboola-brand-safety/ Last Modified: 2025-01-14 14:36:51 We’re on a mission to improve user experience on the web—both in terms of the way content appears as well as what content appears. We spent 2017 focusing on removing “fake news” and deceptive ads, and our next step is to identify and remove what we believe are racy, and sexually suggestive. We’re going to start by removing 100,000 advertising URLs we’ve identified as ‘racy,’ which will represent a few million dollars of lost revenue in 2018, but it's without a doubt, worth it. We’re also asking our community for help. ## Let’s back up. Why now? 18 months ago, we began our fight against fake news, adding a ban on cryptocurrency content towards the end of last year. This started with defining the difference between what is fake news and what is not, and identifying content that can potentially hurt people. We’ve made our policies public so that we can always be consistent and people can see where we draw the line, and how we enforce it strictly across our network. Since our journey on fake news began, we’ve made important strides. We talk to journalists regularly, I put my email out there so anyone can contact me directly (I’ve placed it below on this article as well), we participate in panels with the likes of GE, and Mashable, and we have partnered with a number of industry groups including: - Coalition for Better Ads (CBA) - Trustworthy Accountability Group (TAG) - Future of Privacy Forum - Digital Advertising Alliance (Daa) (AdChoices) - Interactive Advertising Bureau (IAB) - Interactive Advertising Bureau Europe (IAB Europe) - Network Advertising Initiative (NAI) and others. We also realized that to solve problems created by humans, you need humans—algorithms aren’t enough. We initiated a robust Content Policy department of 30 people that constantly reviews our entire network and is monitoring over a million new pieces of content a month, and our goal is to grow that team 50% in 2018. I’m proud of these efforts, but I also realize it’s a journey, and we must continue to invest significant time and resources into discussing, evaluating and taking action where necessary. At the beginning of this year, I blogged about brand safety being a priority for Taboola in 2018. Also in January, eMarketer unveiled that of the topics related to brand safety that were most important to brands - chief among them was fake news (39%), followed by racy content (17%). As we continue ongoing discussions in the industry and with our partners, we are taking into account what’s happening culturally as well. For me personally, as I became a father 4 months ago, I want my son to grow up in a world where the Open Web recognizes the value of everyone. McDonald’s turned its golden arches upside down to make a “W” as a tribute to women on International Women’s Day and Mattel debuted 17 new Barbie dolls that represent “real women.” We also celebrated International women’s day by recognizing female leaders in the industry: Lucy Marchington of Financial Times, Kate Bradshaw of Scripps Networks Interactive and Agy Holden-Parker of Condé Nast UK. We have a responsibility to our readers. We’ve long held policies against sexually explicit content and we’re making those policies more strict as of today. This is our policy: Reading online about how different sources define words like “pornography”, or “sexually explicit” illustrates the very problem we have. Some say, there is no clear definition of pornography—“you know it when you see it.” Webster defines it as: “the depiction of erotic behavior (as in pictures or writing) intended to cause sexual excitement.” But again, that definition leaves much to be interpreted, perhaps too much. And those standards grow even wider across the globe when you look into what’s accepted in one country but not in another. ## There is an industry wide effort to clean up content. And we’re on board. I speak a lot about the intentions behind a company and the difference between a story and a narrative. A story has beginning and an end but a narrative never ends. I compare it to a person’s soul, and while products change, and markets change - a company’s narrative or intention is forever. Our intention is clear. We want users to discover information that can be useful and relevant to them, we want to help the open web grow, and give brands an alternative to walled gardens in a safe environment. It doesn’t mean we never make mistakes, but our intentions are clear and I’m proud of our team who are hard at work to create conversation, monitor for quality, and stay aligned with what matters to the future of journalism. We’re removing 100,000 URLs from our network that we believe violate our policy. This effort represents a loss of a few million dollars a year, and it’s worth it. Here are some examples of images that will not be approved moving forward: We’re also revising “Taboola Choice,” by adding a new option called Racy so users around the world can flag things that they think should be removed. Getting the community involved is a big deal, and we’re fortunate to interact with more than a billion people a month to hopefully find every piece of content that should not be on the web. As I’ve always stated with fake news, this journey is not easy, and it won’t be fixed overnight. As I’ve done with my other posts on important industry topics like this, I invite anyone who wants to have an open dialogue to reach out to me directly, anytime: adam.singolda@taboola.com. --- ### We Now Reach Nearly Half of the World’s Internet & Projecting to Cross $1B in Revenue in 2018 URL: https://www.taboola.com/taboola-updates/taboola-reaches-half-worlds-internet/ Last Modified: 2025-01-14 14:36:51 Google is Search, and Facebook is Social. We want to be everything in between, to live outside of the walled gardens, and create a new category we call Discovery, connecting people with things they may like and never knew existed, wherever they may be, and support the growth and success of the open web. We are now a decade into Taboola’s journey and fulfilling our vision of becoming “The Recommender.” As of December of last year, we interact with nearly half the internet users around the world according to comScore Key Measure rankings. Growing the open web means growing quality journalism and it means giving brands an alternative to search and social—a place they can scale in a safe and relevant way, next to credible editorial content. Taboola’s year-over-year hyper-growth is due to a number of factors, including adoption of our Taboola Feed product, making a significant play in the $20 billion industry of video. We are now placing brands’ videos in our feed, similar to how it appears in popular social sites, and the growth of our self service platform is at a run rate of over $100M less than a year since we started it. The launch of our Data Marketplace has also fueled this growth, as well as our continued international expansion—we now have 13 offices around the world, including China, Korea, Australia, Germany, Brazil and many others. As we’ve grown, it’s been incredible to see a similar value exchange happening between users, publishers and brands around “Discovery” all over the world including APAC, LATAM and EMEA. All businesses, from small businesses to a big brands have a story that needs to be discovered—and this is a massive opportunity for quality journalism to carry their credibility, recommending stories, products and services to loyal audiences visiting their own sites, versus social and search. ## Some numbers about our global reach In the US, where we first launched Taboola, our audience reach has increased to 89% of all desktop users as of December 2017. According to comScore, this is an improvement of 17% year over year. Many other markets are showing impressive growth, like the UK, which now reaches 86% of all desktop users, an improvement of 45% year over year. Germany is increasing 75% year over year now reaching 63.5% of desktop users, and Brazil, which leads the content distribution category for the region reaching 64% of desktop users. I am humbled by the amazing partners we have had the opportunity to work with in these markets. The NY Daily News, TMBI, The Gothamist, NASCAR, Boxed and eSalon in the US, Bauer Media Group, T-Online and Flare Audio in the UK, Blinkist and Goodgames Studios in Germany, ContaAzul in Brazil, and many others in these markets and more have helped us get here. ## We Will Hire Over 400 Taboolars in 2018 We hire at least one person a day, and 150+ people apply every single day to join us, which is incredible, and we’re humbled by it. We plan to grow to 1300 employees worldwide, hiring 400+ new employees by the end of the year. One hundred of these new Taboolars will join the engineering team, which now represents about 35% of the company’s workforce. In 2017, I’m proud to say that the Taboola engineering team in Israel was chosen to be the 6th most desirable place for engineers to work for, now having one of the largest AI/Deep-Learning teams in Israel. This also includes our growing content review team, who review over a million pieces of content every month from 30 to 50 dedicated employees who are dedicated to brand safety. ## Be an Optimist That Worries a Lot I recently joined a small forum where Former Secretary of State Dr. Madeleine Albright spoke, and I related personally to something she said—she’s “an optimist that worries a lot.” I’m optimistic about our industry’s incredible opportunity to make the open web, where 3 billion people spend a significant amount of their time, grow strong, be relevant and personalized for consumers. We still have a lot of work to do. We’re building a place where quality journalism can attract the meaningful budgets that now live in walled gardens, where data is created but can’t leave. This can change, and I’m excited to be part of the solution to empower publishers with a platform to grow revenue, engagement and audience, and enable brands with advance targeting capabilities and scale in the open web. Here’s to the next 10 years. --- ### One of the Biggest Media Groups in the UK Now Uses Taboola Feed URL: https://www.taboola.com/taboola-updates/bauer-media-uk-taboola-feed/ Last Modified: 2025-01-14 14:36:51 Bauer Media UK is the media group that currently reaches 40 million people through 107 publications such as Grazia, Heat, Closer, EmpireOnline, MCN, Car and others. We’re excited to announce our new exclusive partnership with Bauer, which includes the implementation of our latest innovation, Taboola Feed, on all of the above publications. As part of the Taboola Feed launch, Bauer publications will also integrate Audience Exchange cards to help drive engagement within the site. “As we continue to grow Bauer Media’s digital audience, one of our key priorities has been to enhance engagement while still delivering a best-in-class user experience that is timely and valuable, and Taboola allows our portfolio of publishers to provide a more personalised experience,” said Charlie Brookes, Head of Revenue of Bauer Xcel Media. The Taboola Feed serves sponsored content, video and organic recirculation in a continuous feed of ‘cards’ that appear below articles, similar to social feeds, providing engaging and brand safe experience. ## The key to publisher success is to invest in user experience. Taboola Feed, launched last year, is already nearly 15% of our business and growing, and I believe this matters, as it touches a fundamental challenge and opportunity on the open web—how all of us experience the surfing the web. The more we create a consistent experience, something users love and are used to, in a safe context next to quality journalism—users will enjoy it, brands will move budgets in scale, which will in turn help publishers capture bigger part of the advertising market versus walled gardens. We know users spend 50 minutes per day engaging in social feeds, and we’re excited to offer a similar scrolling experience to Bauer Media’s audience on the open web, and drive growth around monetization, engagement and audience. By leveraging discovery and personalisation technology, we can boost the value of every visit and encourage users to stay on the open web, on publishers’ sites, and discover more content they may like but didn’t know existed. Exciting days. --- ### The Media Brand Behind Reader’s Digest Just Launched Taboola Feed URL: https://www.taboola.com/taboola-updates/tmbi-taboola-feed/ Last Modified: 2025-01-14 14:36:51 Trusted Media Brands, Inc. (TMBI), run by Bonnie Kintzer, is the umbrella company for many publications you already know—Taste of Home, the world’s largest circulation food media brand, Reader’s Digest, Construction Pro Tips, Family Handyman and Selection.ca and more. We’re excited to launch Taboola Feed on the above publications, especially as an expansion of our existing multi-year partnership. Our goal with evolving the user experience from “widgets” to a feed is rooted in our mission to make the open web render beautifully, similar to how users consume things in social. Our of our more tactical goals is to help drive metrics such as revenue, user engagement and audience growth for TMBI in the US and now in Canada. “Native advertising is paramount to our digital strategy for both growing revenue and audiences. We tapped Taboola because their platform helps us create truly personalized experiences that engage our audiences to spend more time on our sites as well as engaging with our content,” said Vince Errico, Chief Digital Officer. From an engagement perspective, and since rolling out Taboola Feed in November, TMBI has already seen a significant increase in revenue and pageviews. ## If You Improve User Experience, Revenue Follows The Taboola Feed serves sponsored content, video and organic recirculation in a continuous feed of ‘cards’ that appear below articles, similar to social feeds—and it’s not only engaging, it’s brand safe. “The innovation of the Taboola Feed helps Trusted Media Brands provide a brand safe environment for our users to engage with both organic and sponsored content at the moment they are deciding what content to consume next,” said Errico. We launched Taboola Feed in May of last year, and it’s already nearly 15% of our business like I mentioned in our 2017 year in review. This is important—the more we’re able to make the Feed available on the open web, the more brands can consider moving or expanding budgets from walled gardens to the open web, while using a similar format that’s rendered on amazing and safe websites. Having TMBI join us on this journey, and the opportunity to work with Bonnie, Errico, and the TMBI team is truly exciting. We’re excited to work with the TMBI team on our new Taboola Feed platform, bringing engaging experiences users already like from social into the open web. The value of improving user experience with Taboola Feed is a meaningful revenue and engagement opportunity to solve the video scarcity problem that exists in premium publishers, as well as giving users what they want—a clean and engaging experience, rending content, games, surveys, newsletters and other ‘cards.’   The deal follows recent partnerships around the globe of Taboola Feed adoption including New York Daily News, BT, and El Universal earlier this year. --- ### We Released a Transparent and Simple Ads.txt Tool for Publishers URL: https://www.taboola.com/taboola-updates/adstxt-feature/ Last Modified: 2025-01-14 14:36:52 We’ve been proud to be a part of the ads.txt initiative from the beginning—the initiative is a great step in the direction of transparency and in creating a safe place for branded content on the open web. Our latest feature in Taboola Backstage allows publishers to manage ads.txt right from their dashboard. We developed this feature because we believe in the transparent and brand safe environment that ads.txt supports. Now, publishers have an easy way to implement and maintain their own Taboola ads.txt records. ## Ads.txt is important—without it, your revenue could suffer. Maintaining an ads.txt file for the sake of transparency might seem daunting, but as industry adoption grows, not implementing it will impact your revenue. Not keeping your ads.txt file up to date may discourage or indeed prevent certain brands, marketers, agencies and other advertising partners from allowing their ads to run on your site, costing you revenue. Amazon, Google, and others have already started enforcing the practice. Taboola’s new Backstage feature for Ads.txt provides, you, the publisher, a simple way to access and implement your unique Taboola ads.txt records. ## Step-by-step guide to implementing your Taboola ads.txt records. With this new tool, publishers can view their Taboola records for ads.txt in a new section of the Taboola Backstage dashboard. The feature allows you to easily generate your unique Taboola ads.txt records for all of your domains, and implementation into your own site or network of sites is as easy as copy and paste. First, navigate to the Ads.txt Configuration page under Account Settings. Second, select your site. Third, copy and paste the lines generated to your live ads.txt file. It’s really that simple. You can find further instructions on how to declare Taboola as an authorized seller, here. The bottom line—brand safety and transparency in the industry is of paramount importance to us. We will continue to make steps forward toward these aims, such as our recent TAG verification. If you have any questions about the new feature, please contact your dedicated account manager, or you can reach us at support@taboola.com. --- ### Less Annoying, More Engaging: Publishers Drive Revenue with Video in Taboola Feed URL: https://www.taboola.com/taboola-updates/native-video-publisher/ Last Modified: 2025-01-14 14:36:52 Everyone—publishers, brands and audiences alike—want video, and the industry is responding. By 2019, brands and agencies will increase budgets for video promotion, and those that watch video content will spend more time online than in front of the TV by 2020. Our industry has traditionally faced challenges servicing this demand. The way the majority of the industry does video now is frankly, annoying. Disruptive ad units are found on publisher sites around the web that are harming your audience’s experience. And then there’s video quality, but do we have enough of it to satisfy consumers? Until now, it’s been hard to bridge the gap between branded video and publisher audiences. A recent report from eMarketer, talks about how this disconnect between supply and demand has left many brands and agencies with unspent budget, waiting for an opportunity to promote their video content. We’ve solved these issues. Less annoying, more engaging—introducing video in the Taboola Feed. We’ve brought a high-quality video experience to the open web within a nondisruptive infinite scrolling experience, much like a social newsfeed. Taboola Feed lives at the bottom of the article and offers infinite space for video content in an environment where users are more likely to engage—in Feed, user experience and user engagement are just hands down, better. ## The NY Daily News is already seeing results with video in feed. We’re already getting feedback from publishers that Taboola Feed is working—these components of a better user experience and quality video work. When we launched Taboola Feed, we did it with Grant Whitmore, Executive Vice President of Digital at the New York Daily News (NYDN). Our Feed partnership with them was the first, and it has allowed us to explore Taboola Feed’s impact on consumers and measure how they engage with NYDN content. “As a publisher that publishes nearly 200 pieces of content a day, we think that this is a great way to mingle discovery in our own platform,” Whitmore said. “As we’ve activated Feed on the site, we’ve seen some pretty outstanding numbers. For those of you in the room, who are in fact Taboola clients, your revenue will go up.” - Grant Whitmore, Executive Vice President of Digital at the New York Daily News (NYDN) They’ve continued their partnership, and are looking forward to expanding their relationship with us as in-feed options grow and evolve. ## Better UX, engagement and viewability all in one package. https://youtu.be/btkBI20zJKE Our video units at the bottom of the article are engaging users so well because the mindset of a reader at the bottom of an article is different. They’re looking to discovery something new, and are more likely to pay attention to sponsored video—especially when it’s their choice, and not a disruption of their experience. Taboola Feed’s video format also enforces quality. Units like in-stream ads steal away a audience’s attention. In-feed video must earn the attention of a user, and works because the format is opt-in. This creates an incentive for brands to create content that is valuable for the reader—telling a story rather than shouting a message. Video in Taboola Feed is revenue for publishers with a safe, premium environment to run this video. They see on average three to six times more revenue than a display ad in the same placement, seriously increasing their revenue per mille (RPMs). It’s highly viewable—delivered through a large unit that spans the width of the main article container on desktop and mobile. Industry research from eMarketer shows that these larger units earn upwards of 85% viewability rates, while smaller 300×250 banner placements are seen by less than 20% of page visitors. With content discovery and video in Taboola Feed, publishers can give both users and advertisers what they want, and more than double their revenues in the process. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us. --- ### We Received TAG Independent Verification, Increasing Your Brand Safety URL: https://www.taboola.com/taboola-updates/tag-verification-brand-safety/ Last Modified: 2025-06-30 07:38:39 We’ve invested even further in brand safety for our advertisers, and have enrolled in the independent verification program by the Trustworthy Accountability Group (TAG). Our enrollment has been accepted under TAG’s quality guidelines. Our completion of this verification process means that we’ve received a TAG-ID, a unique, global identifier that allows all of our advertiser partners to verify our legitimacy and reputation via TAG. Taboola's TAG ID can be found in our ads.txt record. The TAG Accountability program is the first of its kind—the goal is to create trust in the digital advertising and content recommendation industries by working to eliminate fraud, malware and piracy. ## We’re working to end fraud, malware and piracy. By working to eliminate these pervasive problems in our industry we aim to be a part of the solution, and we’re continuing to work towards our goals of brand safety and transparency: “We think it’s important for all companies involved in the digital advertising supply chain to participate in a transparent verification process.” - Mike Zaneis, President and CEO, Trustworthy Accountability Group. We worked with TAG for this verification to provide a new layer of transparency to brands and agencies—it’s important to us that all of our advertisers know what measures we’ve taken to keep their brand safe, and our TAG-ID is another step in that direction: “Taboola, as a leader in content recommendation, working with many of the premium sites in the world, has taken an important step towards delivering a safe environment for brands online.” - Mike Zaneis, President and CEO, Trustworthy Accountability Group. ## We will continue to invest in brand safety as the industry evolves. Beyond TAG—Taboola offers additional brand safety measures such as direct control over campaign placement and negative keyword targeting. This means brands can choose not to appear in articles that mention specific content. “Brands and marketers are prioritizing strategies towards ensuring brand safety when reaching audiences digitally. In light of all the craziness out there, there is a massive opportunity for premium publishers to offer a safe experience, adjacent to high quality editorial content and garner meaningful native and video budgets from top brands.” - Adam Singolda, CEO and founder, Taboola. We will continue to invest in brand safety efforts, like our recent ads.txt adoption. Forming a united front against malvertising is an important milestone for us as the industry evolves, and we will continue to focus our efforts on being part of the solution. --- ### Marketers Can Now Unlock the Best Performing Creatives For Their Campaigns URL: https://www.taboola.com/taboola-updates/even-traffic-allocation/ Last Modified: 2025-01-14 14:36:52 Even the most targeted campaign can only succeed with the right creative message. Digital marketers routinely test dozens, if not hundreds, of headline and thumbnail images, seeking the most impactful combination—but in any A/B test, the question remains: What are you optimizing towards? On the Taboola platform, which is powered by our predictive algorithm, campaigns are typically optimized towards engagement. This works well when refining an already-proven set of creative combinations, but in earlier exploratory stages, our partners have reported that it can result in one or two highly “clickable” creatives receiving the lion’s share of impressions (even if those combinations don’t deliver the best post-click performance). Today, we’re excited to announce a new A/B testing feature, Even Traffic Allocation, that gives advertisers the ability to choose how they want traffic distributed amongst the creatives in their campaign. This approach can help advertisers identify promising new creatives, by ensuring every combination receives a fair shot, before unleashing Taboola’s predictive engine to drive engagement across the “winning” items. ## Step 1: Test new campaign creatives with an “Even” traffic allocation. When launching a campaign in Backstage, our partners can now choose between “Optimized” and “Even” traffic allocation. The former refers to Taboola’s standard, algorithm-driven distribution, while the latter ensures that each combination receives the same amount of impressions across approved sites and platforms. We recommend that partners use “Even” traffic allocation any time they are testing a new batch of creatives. This strategy provides a window during which every combination has an equal opportunity to succeed, and advertisers can evaluate performance based on conversions rather than just on clicks. Before launching your campaign, make sure you have a KPI in mind, whether that be time-on-site, email sign-ups, purchases, or some other user action. Then, as the impressions roll in, evaluate which creatives are driving the strongest post-click performance, and gradually pause those underperformers who may report a high CTR but suffer from low conversion rates. Advertisers should test no more than 20 creatives per campaign, and a slightly higher cost-per-click (CPC) (~25%) may be needed to ensure that every combination receives a minimum threshold of impressions. This premium will translate into a more efficient ROI in the next step. ## Step 2: Isolate your best performing creatives and re-launch with “Personalized” distribution. Once your campaign has completed this trial period, it’s time to focus on the creatives that are driving the best overall results. Review your data and look for the combinations that most effectively deliver on your KPI, a value that can be tracked as cost-per-action (CPA) in the Backstage dashboard. Then, isolate those creatives by either pausing all other underperforming items, or by creating a new campaign that consists only of those winning combinations. Finally, choose a CPC that backs out below your CPA goal, and set your new campaign to “Optimized” to again put Taboola’s predictive algorithms to work. In the coming months, our R&D team will be developing a solution for automating this isolation process, but until then, we recommend that our partners manually monitor end-to-end conversion rate as outlined above. We hope this new, two-step optimization process will enable our partners to continue leveraging the power of Taboola’s personalization technology, while ensuring they don’t miss out on any promising creative combinations in the exploratory phase of their campaign. As with any new A/B testing initiative, don’t forget to consider how your learnings from Even Traffic campaigns can inform the kinds of content or ads you promote in future marketing efforts. Optimizations are a powerful tool for improving near-term performance, but they may be even more valuable as a source of knowledge and best practices to guide your decision-making over the longer-term as well. --- ### Mexico’s Biggest Daily Publication, El Universal, Launched Taboola Feed URL: https://www.taboola.com/taboola-updates/el-universal-taboola-feed/ Last Modified: 2025-01-15 12:02:38 El Universal has over 150 million pageviews a month, and according to ComScore, is the Mexico’s biggest daily publication. They started working with Taboola in November 2016, and just adopted Taboola Feed, bringing a highly engaging environment to its audience of readers. The latest of many publishers to adopt Taboola’s Feed experience on the open web, they’re looking forward to an even further increase in engagement from their audience. “We are excited to launch the next iteration of content recommendation - an infinite scroll experience that will keep users on site for longer periods of time.” “Our journey with Taboola has already proven successful. Our readers have responded positively with the Feed and we have seen an increase of 45 percent in page views since our partnership began a year ago.” - Nazifh Luna, Director of Digital Strategy and Innovation at El Universal. Since El Universal started working with Taboola, they’ve already experienced an uplift—a 45 percent increase in pageviews and a revenue per mille (RPM) uplift of 37 percent. ## Taboola Feed will drive revenue and engagement for El Universal. Given their current success, El Universal is implementing our latest technological innovation, Taboola Feed, To drive even more engagement and revenue. We’re excited about this expansion of our partnership with El Universal. “Mexico remains a key market for us and we are thrilled to continue our journey together with El Universal to help people discover things they like and never new existed.” - Adam Singolda, Founder and CEO of Taboola. Taboola Feed allows readers to continuously scroll through ‘cards’ containing different content presented in different formats—like video, article recommendations and third-party cards or experiences like games, surveys and more. All of this appears below the article, presenting content to the audience algorithmically in an environment where they are likely to engage. “We have a lot to learn from social media, and we are excited to bring that experience to the Open Web. I believe we’re only a few years away from having the entire internet become infinite, enabling people to scroll through personalized experiences.” - Adam Singolda, Founder and CEO of Taboola. This latest collaboration between Taboola and El Universal signals the growing global adoption of the Taboola Feed with hundreds of publishers now implementing the an infinite scroll experience, including recent deals with New York Daily News and BT.   --- ### Taboola’s Campaign Scheduler Lets You Target Your Campaign by the Hour URL: https://www.taboola.com/taboola-updates/campaign-scheduler/ Last Modified: 2025-01-14 14:36:52 When’s the last time you canceled your 10am meeting on a Tuesday because you really needed to catch up on your news? Aside from a few careers that might require this sort of activity, I’d imagine the answer is probably never. While you’ve probably never disrupted your schedule for content, it probably does live there somewhere, regardless of whether or not it’s on your calendar. Your commute times, your lunch break, or the time you spend sipping your Saturday morning coffee could all be times of the day that you’ve built up a strong content consumption habit. Content consumption habits are strong, and there’s good reason for marketers to take notice of the time of day their target audience is consuming their content. This is why we use all sorts of targeting tactics to reach an audience. Where is your audience, when are they reading, and why are they reading? These are all questions marketers need to answer in order to build effective campaigns. With the Taboola campaign scheduler, you can now determine exactly what times you want your audience to see your campaigns. ## When is the best time for you to target your audience? By-hour targeting is the capability for advertisers to target content campaigns on specific dates or time of day. This can be useful for a lot of reasons, like the holidays, campaign launches, or just optimization after realizing a specific time your content tends to convert. It’s effective—according to a study done by Kantar Millward Brown and published by eMarketer, targeting specific time of day for certain age groups can lead to more conversions. If you’re looking for the best time to target the most amount of people to view your content, we found that in the United States, the best time of day to target your content was between the hours of 11am and 1pm—a lunch break for most. For the best optimization, the time of day depends on you—test your audience, and your content topics and types, to discover the reading patterns that will make you truly successful. ## This is how to get started with hour targeting. Marketers can run campaigns with different t cost-per-click (CPC) based on their cost per acquisition (CPA) during these different days, or at different times of the day. For example, if you know you’re up against more competition during certain hours of the day, you can run another campaign with a more competitive CPC to reflect this accordingly, while still staying within your target CPA. We allow marketers to exclude or include a day completely, or set specific hours for your campaign to run during that day. Timezone targeting is also included. In order to get started, navigate to the ‘campaign summary’ report, and click on the “By Day of Week” tab. There, you can see how your campaigns are performing on, say, the average Wednesday. To focus a campaign on one day or parts of the day, navigate to the ‘campaign management’ page in Backstage. From there, use the Custom Campaign Schedule capabilities to target by hour and timezone. Again though, we really can’t stress this enough—test, test, test. Factors like demographics, timezone, and digital behavior all affect campaign success—you’ll be the most successful responding to insights you gather and you optimize future campaigns. --- ### Video for Your Brand—Safety and Attention in Taboola Feed URL: https://www.taboola.com/taboola-updates/native-video-advertisers/ Last Modified: 2025-01-14 14:36:53 We recently launched our biggest and best product yet with the New York Daily News, bringing a social scrolling experience to the open web. It’s biggest feature—video. With Taboola Feed comes a powerful video solution for advertisers. It is our goal to provide the best and safest environment for advertisers to run branding campaigns in a video format; by bringing new video supply to premium publisher sites in our feed environment, we are going to do just that. Taboola Feed is a continuous scrolling experience presented at the end of the article, in-feed. We’ve chosen to focus this space because we have proven it busts banner blindness and captures user attention—not just for sponsored content, but for video too. Videos that appear at the end of an article—in-feed—have already shown promising viewability and completion rate numbers. ## This is why you want an in-feed video unit. Our video units at the bottom of the article are working so well because the mindset of someone at the bottom of an article is different—they’re looking for what is next, unlike a person who is still actively consuming content. They’re ready to discover something new, and are more likely to click on a relevant piece of content or to pay attention to sponsored video. This “discovery mindset” coupled with the structure of Taboola Feed makes it easy to find success at every stage of your marketing funnel. Adding high impact, in-feed video into our suite of advertiser tools arms you with another tool for powerful brand awareness campaigns. Taboola has always been results-oriented. We will continue to support open transparency about where your videos are running and what your opportunities are—in fact, we’re on board with the recent ads.txt initiative, and are now TAG certified. ## This international airline used Taboola Video and saw powerful viewability metrics. We recently worked with a global advertising agency on behalf of an international airline to promote their video content natively. With a completion rate of over 40% for a 45 second video, the campaign performed well above Facebook where only 22% of viewers finish an entire 30 second video on average, according to eMarketer. The viewability metrics for their videos were very high, above 80%—videos were targeted in all countries except the US. “We needed a way to promote our international airline brand’s video content natively, and then we found Taboola. Their video capabilities have helped us boost our video effectively, but also have given us the opportunity to reach a broad audience for our global ad campaign in a user-friendly ad format.” — Digital Media Executive, Leading International Marketing Agency The international airline was looking to make a bigger impact with their brand, and they succeeded—while looking for a native solution, their advertising agency was thrilled with their choice of Taboola as an alternative to in-stream. ## This is how you can get started. You can run video campaigns in two ways using Taboola—we offer both personal, managed services as well as programmatic video through our partners. ### Managed Service With our managed services, you’ll work directly with an account manager and account executive to plan, deliver and optimize for your campaign goals. ### Programmatic Through programmatic, you can work with the biggest global demand-side platforms like The Trade Desk and AppNexus to run branded video campaigns via open exchange or private marketplace deals on our network. Regardless of how you work with us, the benefits of Taboola Video are the same: - Exclusive Inventory: our placements are hard-coded on publishers’ sites in multi-year agreements, and we have worked to make sure all inventory is ads.txt compliant. - High Impact Units: we offer in-feed and homepage placements to capture user attention when users are looking for what’s next. - Third-Party Verification:We layer on leading verification and brand safety solutions like IAS, MOAT, etc. with a 99.1% IAS Safety Rating. AdChoices, TAG Certified - Second Price Auction: All inventory is accessible via a unified and transparent auction. Customize inventory sources, price, and get deal priority through Private Marketplace deals. - Audience Targeting: you can enhance your bids with first and third-party audience data. Access unique Taboola audience data through - Existing Native and Social Assets: to make things easier, extend your existing social and native campaigns into familiar ad formats. With Taboola Video, advertisers can enjoy new audiences, even more publisher exposure and a better way for people to engage with their brand. For more information or to get started, contact us at video@taboola.com. --- ### Repost: ‘My Last Byline’ by Mark Mooney URL: https://www.taboola.com/taboola-updates/repost-last-byline-mark-mooney/ Last Modified: 2025-01-14 14:36:53 Every once in awhile, someone shares a piece of content that really makes you stop and think. A good friend of mine shared this beautiful tribute that Mark Mooney penned to his family, and to the craft, to honor his chosen profession of journalism. It’s meaningful anytime, but especially now, when journalists are vilified and need to be recognized as the living embodiments of the First Amendment. This is my way of ‘sharing’ that content forward with you. --- ## My Last Byline ##### By Mark Mooney I’m sure you’ve heard the old saw that you’ll never hear a dying man say that he wished he had spent more time at the office. Well, I’m here to tell you… ah, check that. If you are reading this, that means that I am no longer here. The prostate cancer finished toying with me on October 6, 2017. I was 66 and glad to be done with the damn disease. But if I were still here I would tell you that I wish I had done more work as a news reporter. Written better stories. Made more and better contacts. Skipped some of the easier pieces and done more in-depth stories. Spent more time on foreign stories. Been a better editor. I loved being a reporter. (Journalist is kind of a lace curtain word for the job.) It’s where I met most of my best friends. It’s where I met my wife Barbara, also a reporter. It’s where I had my biggest audiences. And take a look at the top of this page, that byline. It looks good, right? Journalism allowed me to circle the globe writing stories and meet amazing people. I love, well loved, to be able to say I worked for the Bronxville Review Press Reporter, New Rochelle Standard Star, Bangkok Business, UPI, New York Post, New York Daily News, ABC News and CNNMoney. I have the coffee mugs to prove it. My last residence was Maplewood, N.J., but I always considered myself a New Yorker. As a former Good Humor man in Brooklyn, Blimpie counterman in Manhattan and bartender in the Bronx and Hell’s Kitchen, I was a New Yorker. And it was by far my favorite newspaper beat. As a kid, my family bounced around Washington, Maryland, Delaware and upstate New York several times. I arrived in New York City at the age of 17 to attend Fordham University. (Attend is used loosely here, but I did graduate.) And I stayed in the city until I was about 50 and moved to New Jersey. There was a break from the city which lasted a little more than two years when I circled the globe. I wrote about it in my self-published travel memoir “Three Cents a Mile.” It’s still available, agents. My wife Barbara Goldberg survives me and l leave greatly in her debt. I got so many more laughs than I gave. And I regret I won’t be there to comfort her as she did me in those final foggy hours. My daughter Maura and son Paul are better looking and smarter than me, a fact which they often reminded me. I was still working on a retort at the time of this writing. The three of them were my holy trinity. In lieu of flowers, donate to a favorite cause. Mine was Doctors Without Borders. Or just buy a round. This is the last installment in the blog Closing in on -30- about my doctor’s pronouncement that I have about two years to live. --- ### Publishers can Now Participate in Reddit Threads as their Stories Trend URL: https://www.taboola.com/taboola-updates/newsroom-reddit-integration/ Last Modified: 2025-01-14 14:36:53 What do AMAs (Ask Me Anything), wholesome memes and Game of Thrones fan theories have in common? They all get their start on Reddit, gain traction through conversation among the Reddit user base, and spread to other social and news channels from there. With more than 330M monthly active users, 9M monthly post submissions and 2.5M comments per day, it can be overwhelming for major news organizations to follow and contribute to the conversation—but not anymore. We recently partnered with Reddit to integrate real-time insights for publishers into Taboola Newsroom. “Because our engaged user base is often the first to start meaningful conversations about news online, we anticipate the Taboola partnership will be extremely valuable for editors and newsrooms looking to uncover content trends and track the resonance of their own content within Reddit communities.” - Alex Riccomini, Director of Business Development and Media Partnerships at Reddit. Reddit, better known as the front page of the internet, is a powerful platform to track what the internet is talking about at any moment—especially for publishers interested in identifying trends and engaging in meaningful conversation around their content. The Reddit community is built around users submitting, voting and commenting on content, stories and discussions about various topics. It’s home to easily the most authentic conversations on the internet. “Reddit is known as the source of breaking news and trending topics with billions of monthly page views, hundreds of millions of monthly comments and 330 million monthly active users,” Riccomini said. As a listening tool for web trends, it’s invaluable. Thanks to our integration, publisher editorial teams with Newsroom will no longer have to leave their dashboard to stay on top of these trends. Instead, they’ll get alerts when their stories are trending on Reddit and will have the ability to seamlessly participate through the Newsroom platform in threads that are related. ## Newsroom exists so publishers can stay on top of web trends as they happen. Newsroom is an analytical tool that keeps editorial teams on top of trends—we give them actionable data about how their stories perform and we analyze their headlines and thumbnail performance in real-time. Now, with our Reddit integration, when conversations and engagement about a publisher's content start trending on Reddit, they’ll be able to see, respond and tap into the thread directly from Newsroom. “Data was a fad for a long time, people spent more money on it than they earned. We now have an opportunity to use data in an actionable way, and drive growth to our business and to our customers. We are thrilled to enrich editors with invaluable insights about stories and readers.” “Our partnership with Reddit marks an important step in this journey, enabling our publisher partners using Newsroom to pick up a conversation in real time and participate in it.” - Adam Singolda, founder and CEO, Taboola. The integration has already turned out to be valuable for Newsroom customers—a recent story about Heisman trophy contenders was published by a leading news site, and generated hundreds of comments and upvotes on Reddit. Newsroom was able to alert the publisher that the thread was gaining traction, and the social editor and reporter for that publication were able to participate in the conversation as it was happening. Real-time response like this is invaluable for the editors as they stay on top of the conversations around their stories. We look forward to the insights this Reddit integration will bring for Newsroom customers, and the success it will help bring our publisher partners. --- ### T-Online Uses Real-Time Taboola Data Insights for Editorial Success URL: https://www.taboola.com/taboola-updates/t-online-newsroom/ Last Modified: 2025-01-14 14:36:53 Editorial teams need two things to stand out—they need to know what stories are resonating right now, and exactly how to engage that audience. T-Online, the biggest news portal in Europe, has it figured out. They’re powered by Taboola Newsroom, their tool of choice to inform their editorial content in real-time, which is viewed by more than 28 million unique users a month. "Taboola’s Newsroom has become an essential tool for our editorial team to understand which articles are performing for which traffic sources and how they engage with audiences,” said Arne Henkes, Director Content, Ströer Content Group. “It’s one of the ‘always on’ tools on the screens in our Newsroom.” Newsroom directs editorial decision makers to the headlines, thumbnails and placements that have the best chance of driving engagement in real-time. It also analyzes insights from the Taboola network’s 1.1 billion people, to see what T-Online readers are actually reading elsewhere around the web. "The availability of the data about what is happening on our site and what is going viral on the internet in real time—from the German elections to the performance of an evergreen piece of content—means we can immediately develop and promote articles that are of interest at any given time," Henkes said. The ability to analyze what T-online readers are interested in, not only on their own site, but also across the web, allows editorial staff to pivot in real-time and cover and promote what will resonate with their readers. ## When you invest heavily in original content, you need powerful data. In February of this year, T-Online began using Newsroom just after their decision to invest heavily in original content. The workflow of their everyday writers incorporates Newsroom heavily—it’s indispensable for both the editors and creators alike. They run almost every facet of their content production with Newsroom, from programming their homepage based on engagement metrics, to constantly A/B testing images and headlines all while viewing recommendations based on social media trends. The platform goes beyond written content, and also makes recommendations to T-Online for video content, where opportunities are identified. Newsroom not only looks forward, but tracks the performance of your current content, alerting users as to whether or not engagement is high or low with a certain piece, so editorial staff knows every piece of content on their site is optimized to its fullest potential. "Big will become bigger, and data is becoming an essential path to empower editorial staff with what they need to drive the next revolution for publisher’s future," said Adam Singolda, Taboola CEO and Founder. "We are thrilled to work with Arne, Marc and the T-Online team, and be part of their journey to drive massive growth for journalism in Germany and Europe." With over 50 news editors using Newsroom at T-Online, the brand is a stellar example of a data-driven news operation. They use Newsroom to score article quality and engagement, allowing them to determine what content to cover in further depth depending on how they want their audience to engage. T-Online has grown with the power of data—Taboola Newsroom has given their editorial team the flexibility they needed to reach their audiences, wherever they are, in real-time. --- ### We’re Optimistic for the Open Web’s Future Despite Some Negativity URL: https://www.taboola.com/taboola-updates/dmexco-panel-adam-singolda/ Last Modified: 2025-01-14 14:36:53 The future of communications, the publishing industry and advertising technology is fuzzy. This year at dmexco, panel moderator Cherno Jobatey asked the question, “In an age where everyone can consume digital news in a barrierless world, how do we navigate that? How do we keep brands safe and reach people?” Our CEO, Adam Singolda, participated in the panel which included industry experts from the publisher, agency and brand view as well, and despite some negativity about the challenges that the industry faces, commented on the evolution for both publishers and brands and his vision for the future: “I wanted to say that overall I’m optimistic—one, I think that people have a chance to learn how to identify bullshit content out there, since 8 out of ten times you can find out if content is fake,” Singolda said. “Two, I think publishers should make a lot more money than they make now. If you surround the evil with so much good stuff, nobody will find the bad stuff. I’m optimistic, and I’m in it to win it,” Singolda continued. Adam sat alongside Will McInnes, CMO at Brandwatch; Jamie Angus, Deputy Director of BBC World Service Group and Editorial Director of BBC Global News; and Chad Stoller, EVP, Global Chief Innovation Officer at UM Worldwide. The topic; Culture Shock—Darknet, Fake News, Chatbots and our Future Communication, was moderated by Cherno Jobatey, Editorial director of the German edition of the Huffington Post. Watch the full video here:   --- ### Publishers Worldwide Adopt Taboola Feed: Live on BT in the UK URL: https://www.taboola.com/taboola-updates/bt-taboola-feed/ Last Modified: 2025-01-14 14:36:54 British Telecom (BT), the leading telco also known for their news and sports coverage in the United Kingdom, just brought Taboola Feed’s infinite scrolling experience to both their desktop and mobile sites to better engage new audiences. “As the open web and digital advertising evolves, we were searching for an experience that would be more engaging for users,” said Harry Foges, BT Editor in Chief. BT is a leader in European communications, serving customers and audiences in over 180 countries—you may also know them from their broadband, TV and internet products and services; and converged fixed-mobile products and services. They’re a well-known and established media outlet that’s looking to engage with new audiences on the web. They’ll be able to find them more easily with Feed’s replication of the social scrolling experience. “The Taboola Feed replicates what so many users are familiar with when scrolling for news and video content on a social feed. We are pleased to see this has already boosted engagement and look forward to seeing more growth and innovations from Taboola in the years to come,” said Foges. Feed will power the recirculation of the news and videos BT creates and distributes themselves, while also recommending sponsored editorial content to users. ## Our partnership will bring better personalization to BT audiences. When consuming content on the BT mobile or desktop sites, audiences from BT will now see Taboola Feed—a continuously scrolling feed of ‘cards’ that contain different types of content. Feed contains both video and content recommendations, but also a continuously evolving group of third-party cards and experiences like games, surveys, weather applications and more, that appear below articles—all of which will help evoke voluntary action in BT’s engaged audiences. “It’s our mission to connect people with things they may like and never knew existed." - Adam Singolda, CEO and founder of Taboola. “It’s our mission to connect people with things they may like and never knew existed, empowering the open web with the technology and financial opportunity to find growth and independence outside of the walled gardens,” said Adam Singolda, CEO and founder of Taboola. The goals for the collaboration are to drive more revenue from new BT audiences, and more engagement opportunities for those audiences. “I’m very excited about our partnership with BT around Taboola Feed, which I strongly believe will be the way 3 billion people will consume the open web in a few years; an infinite flow of personalized experiences, from content, to videos, to surveys, games and others," Singolda said. I believe people will spend more time on the open web, before they click ‘back’ to the social feed." - Adam Singolda Taboola Feed aims to surface a dazzling variety of interesting and personalized experiences, in a consistent user interface, enabling consumers to linger, scroll and enjoy. For more information about Taboola Feed, contact us. --- ### Taboola is Getting Ready for Europe’s New Data Protection Law URL: https://www.taboola.com/taboola-updates/gdpr-data-protection/ Last Modified: 2025-01-14 14:36:54 Next year, Europe new’s General Data Protection Regulation (GDPR) will strengthen and harmonize data protection laws across Europe, and provide EU citizens with more control over how their data is used. This will reshape the way organizations across the globe approach data safety. ## We’re already preparing for these new regulations. Here at Taboola, we have always been dedicated to providing Internet users the highest level of transparency and control when it comes to the use of their data for online advertising. Compliance with the GDPR is no exception, and Taboola is committed to ensuring that our services comply with the GDPR by May 25, 2018. See also: Taboola Native Advertising We’re already in sync with many European industry groups—Taboola is Trust Seal certified by the European Interactive Digital Advertising Alliance (EDAA), and a member in good standing of the IAB Europe (Interactive Advertising Bureau), the group that sets the principles for online behavioral advertising. In preparation for the new regulations, we have appointed an internal GDPR task force to ensure compliance, as well as a Data Protection Officer to advise and review our data processing, and the security systems we have in place to protect internet users’ data. Our team is further working to implement new technical and organizational measures to ensure that our activities fully meet the GDPR’s standards. We also regularly collaborate with our peers, solicit guidance from experts in the digital advertising community, and participate in working groups, conferences, certifications, and regular training. ## What this means for internet users. Taboola offers all users meaningful choice about which ads they see online, and how Taboola tracks their behavior. We’re proud to uphold best practices in the online advertising ecosystem by offering these choices, and we will continue to develop them well beyond May of 2018. ## What this means for our partners. Partners will be hearing from us in the coming months—we know that our partners have their own obligations under the GDPR, and that they have questions about how we are preparing, and how GDPR will affect Taboola's services. Taboola is also hosting regular round-table discussions with our partners to develop ways to protect privacy under the GDPR requirements, while also protecting our partners' revenue streams. We believe that a free and independent press is best enabled by data-driven advertisements, and any GDPR solution we adopt will maintain this viewpoint. If you have any immediate questions, please contact your designated account representatives— they are familiar with our compliance efforts and can direct any questions you may have to our legal and privacy teams, or put you in touch with them directly. ## Going Forward Teams from multiple departments across our global Taboola offices have been working together to ensure that we are ready for the GDPR. While the GDPR’s new requirements are robust, we are confident that our compliance efforts will strengthen Taboola’s role as a leader in the content discovery space. We look forward to offering premier services and working together, as we always have, to keep data private and safe. --- ### IAB Just Made Advertising Safer for Everyone with ads.txt; We’re Completely on Board URL: https://www.taboola.com/taboola-updates/iab-ads-text/ Last Modified: 2025-01-14 14:36:54 Last month, the Interactive Advertising Bureau (IAB) Tech Lab introduced ‘ads.txt’ (Authorized Digital Sellers) to help advertising buyers avoid arbitrage of unauthorized inventory and prevent the selling of fake domains. This ads.txt file is used by publishers, who drop a text file on their web servers that lists all authorized sellers of their inventory. In turn, programmatic platforms check these files to confirm the inventory they are authorized to sell. Advertisers can now verify the safety and validity of the inventory they purchase. It’s a great move for the industry as it’s becoming increasingly hard to find transparency. The IAB just made it easy for advertisers to see who has direct relationships with publishers. Most importantly, marketers and media buyers can now know exactly which sellers work directly with publishers, and which don’t. We’re proud to be part of this initiative, as it aligns with our goals for transparency and a safe advertising ecosystem for branded content. In addition to this initiative, we were recently verified by the Trustworthy Accountability Group (TAG), the leading cross-industry body fighting criminal activity in the digital advertising supply chain, and is listed in the TAG Registry. This verification is one of many steps Taboola has taken in the last six months to enhance industry transparency, giving advertisers and agencies the ability to identify all parties within the digital advertising supply chain. Taboola's Tag ID can be found in our ads.txt record. ## Publishers: How to Declare Taboola as an Authorized Seller We encourage publishers to participate in this IAB initiative and implement an ads.txt file. We’ve already seen programmatic buyers and DSPs require this information to verify advertising inventory and anticipate that this will become a default in the industry. An example of the records you need to add to your ads.txt file and place in your root domain is HERE. The value you need to replace backstage_pub_id is your unique Taboola publisher ID. Please note, some publishers can have multiple publisher IDs, one for every "site". In that case, the publisher will need to implement the ads.txt lines with the relevant backstage_pub_id per site.If you have not received an email from a Taboola representative containing your specific publisher ID(s) and ads.txt records, feel free to contact your account manager or email support at support@taboola.com. ## Advertisers: Know Where Your Campaigns Are Running When you run on Taboola, you can always feel secure that your campaign will show only on authorized sites. Our direct relationships with thousands of publishers ensure that we know where your brand content is going to be placed every time you run a campaign with our network. This is one of many layers of what Taboola has available for marketers. Here at Taboola, we’re always supportive of initiatives that help make our industry better. For more information on ads.txt, you can find further resources from IAB on their mission and implementation best practices. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us or start your campaign today. --- ### Dmexco 2017: Unsere Tipps und Highlights für einen erfolgreichen Besuch URL: https://www.taboola.com/taboola-updates/dmexco-2017-unsere-tipps-und-highlights-fuer-einen-erfolgreichen-besuch/ Last Modified: 2025-01-14 14:36:54 Bald ist es wieder soweit, die Dmexco öffnet erneut ihre Tore. Die globale Business- und Innovationsplattform der digitalen Wirtschaft bringt auch in diesem Jahr Macher, Visionäre, Marken, Marketing- und Medienprofis, Techies und Kreative aus der ganzen Welt nach Köln. Taboola hat wieder einige seiner besten Leute am Start. Sie werden mit anderen Topstars der Branche über die derzeit heißesten Themen wie Fake News, die Zukunft von Content-Discovery in der digitalen Wirtschaft und Videonutzung diskutieren. Das diesjährige dmexco-Motto lautet ‘Lightening the Age of Transformation. Die digitale Transformation steht in der globalen Wirtschaft bereits seit Jahren ganz oben auf der Agenda – mit unterschiedlichen Erfolgen und Auswirkungen für Industrie und Gesellschaft. ## Wir haben unsere Teilnehmer gefragt, wie sie sich auf die Konferenz vorbereiten. Wenn man sich zwei lange Tage im Zentrum von Innovation und Kreativität befindet, muss man mit einem klaren Kopf und offenen Ohren dabei sein, denn nonstop Meetings, Talks, wertvolle Networking-Möglichkeiten und ein Zustrom von kreativen Informationen können dich ganz schön überwältigen. Jon Westnedge, Managing Director Taboola Frankreich und DACH, freut sich darauf, bekannt zu geben, was Taboola in diesem Jahr so aus dem Ärmel gezaubert hat. „Unsere Präsenz auf der Messe steht in diesem Jahr maßgebend für unser globales Wachstums - unsere Standgröße hat sich bereits verdreifacht! Wir freuen uns auf das Networking in der DACH-Region, in der wir im vergangenen Jahr einen enormen Zuwachs verzeichnen konnten. Außerdem freue ich mich darauf, spannende Neuigkeiten aus dem Hause Taboola zu verkünden.”- Jon Westnedge Harry Levy, Taboola Country Manager für Frankreich, Belgien & Luxemburg, freut sich über die vielversprechende Teilnehmerliste und die Pioniere, die er auf der Messe kennenlernen wird: „Dmexco ist zwei Tage lang das Zentrum der digitalen Welt. Internationale Unternehmen treffen hier ihre deutschen, französischen, spanischen, englischen und amerikanische Kunden und Partner. Die enorme Anzahl an beeindruckenden Vordenkern, Influencern und erfolgreichen Machern aus der ganzen Welt ist schier überwältigend.”- Harry Levy Darren Elliott, Taboola Sales Director für Großbritannien, bereitet sich strategisch auf die Messe vor: „Ich fange bereits im Juli an, mich auf die dmexco vorzubereiten. Bei nur zwei Tagen Messe füllt sich der Kalender vieler Teilnehmer extrem schnell. Einige der großen Agenturgruppen haben ihre eigenen Meeting Areas, die man ohne Anmeldung besuchen kann. Ich begegne dort immer faszinierenden Persönlichkeiten. Mein Tipp: Auf den Partys am ersten Abend sollte man es nicht übertreiben, denn der zweite Messetag ist in der Regel sehr anstrengend!” - Darren Elliott Anoushka Wunsch, Taboola Media Account Director für DACH, freut sich auf persönliche Gespräche mit alten und neuen Kunden: „Als Account Manager ist die Dmexco ein gefundenes Fest so gut wie alle seine Kunden zu sehen (und auch mit einigen von ihnen zu feiern). Es kann manchmal schon ganz schön stressig sein, aber auch spannend und lehrreich. Dmexco ist wie das Klassentreffen der Online Branche: Stress, Spaß und jede Menge Gespräche.” - Anoushka Wunsch Du möchtest wissen woran Taboola in den letzten Monaten so gearbeitet hat? Auf der dmexco lassen wir die Katze aus dem Sack! Es wird allerdings nicht nur um Ankündigungen und Meetings gehen – die bekanntesten Influencer und erfolgreichsten Macher der globalen Digitalwirtschaft, werden hier über ihre Strategien, Erfolge und Erfahrungen sprechen. ## Entdecke Industrie-Trends, über die die Branche redet Wir werden auf der dmexco über einige der heißesten Branchenthemen sprechen, u.a. wird es darum gehen, wie „Video Discovery“ die digitale Content Marketing-Szene aufmischt und wie wir mit dem Thema Fake News umgehen. Das Taboola Team freut sich auf tolle Gespräche, den Austausch innovativer Ideen und einen gut gekühlten Drink mit euch. ## WTF is Video Discovery?!? Am Mittwoch, den 13. September von 10:00 Uhr bis 10:45 Uhr (im Seminarraum 6) wird Tatjana Biallas, Taboola Media Sales Director DACH, über die Vorteile von Video Discovery sprechen. Durch Best Practices wird illustriert, wie Brands durch Einbindung von Video Discovery optimale Resultate erzeugen, Ihre Brand Awareness signifikant steigern und Recall sowie Completion Metriken erzielen. Lass uns wissen, ob du an diesem Vortrag teilnehmen möchtest. ## Culture Shock - Darknet, Fake News, Chatbots Unser CEO, Adam Singolda, nimmt an einem Panel teil, bei dem es um den „Kulturschock in den neuen Medien“ geht - Mittwoch, den 13. September, 13:20 Uhr bis 13:55 Uhr, in der Experience Hall. Adam wird über das sogenannte Darknet, Fake News und Chatbots sprechen. Es wird auch darum gehen, wie sich das User-Verhalten und die Kommunikation durch Smartphones & Co in den letzten Jahren verändert haben und wie wir in Zukunft kommunizieren werden. Weitere Panel-Teilnehmer: Will McInnes, CMO at Brandwatch, Jamie Angus, Deputy Director at BBC World News & Editorial Director at BBC Global News und Daryl Lee, Global Chief Executive Officer of UM at McCann Worldwide. Hier erfährst du mehr! ## Es ist Zeit für eine Revolution in Audience Data! Wir organisieren am Mittwoch von 14.00 bis 14.30 Uhr an unserem Stand A51 in Halle 6 eine Sonderveranstaltung zum Thema Nutzerdaten. Der Prozess für den Kauf von Daten im OpenWeb ist ein wenig veraltet und das Verständnis von Targeting, Budget und User Value ist oft nicht vorhanden, denn die neuen Segmente sind meist sehr unübersichtlich. Drittanbieter-Daten können helfen Kampagnen noch erfolgreicher zu machen. Unsere Präsentation wird sich auch damit auseinandersetzen. Zudem werden die Fragen „Wie finde ich den passenden User?“ „Datenaustausch – welche Kanäle funktionieren am besten?“ u.v.m. beantwortet. Melde dich jetzt an! ## Stand-Party! Zu guter Letzt möchten wir dich noch herzlich zur Taboola Happy Hour einladen: Mittwoch, 13. September, 16:30 bis 18:30 Uhr in Halle 6, Stand A51. Registriere dich jetzt!Taboola hat wieder einige seiner besten Leute am Start. --- ### We’ll be at dmexco and We Have Some Tips for You URL: https://www.taboola.com/taboola-updates/dmexco-tips/ Last Modified: 2025-01-14 14:36:54 Dmexco is right around the corner—it’s the industry platform for innovation and community in a the digital economy, and media, brands and leaders all around the globe are preparing for their attendance. We’ll be at dmexco with some of our top Taboolars—movers and shakers that will be at the center of it all, chatting within the industry about some hot topics like video, fake news and the future of content discovery in the digital economy. This year, dmexco is ‘Lightening the Age of Transformation,’ and attendees need to be on top of their game when it comes to their own transformation on how to get the most out of their attendance. ## How our movers and shakers are preparing. If you’re going to be spending two days at the center of innovation and creativity in Europe, you’ll be overwhelmed by the number of activities, valuable networking opportunities and influx of creative information. Jon Westnedge, Managing Director of France and DACH for Taboola, is excited to announce some stuff we’ve had up our sleeves: “This year, we’ll see the efforts of our worldwide growth in the size of our presence at the show—our booth size has already tripled. We’re excited to network in the DACH region, which has grown immensely for us over this past year. Look out for a number of key announcements that we’ll be revealing on site!” - Jon Westnedge Harry Levy, Country Manager for France, Belgium, Luxembourg at Taboola, is excited about the attendee list, and the people he’s going to get to meet: “dmexco is for two days the center of the world. International companies from around the globe will meet German, French, Spanish, English, American clients and partners there. It's amazing to see such a high quality crowd from all over the world, gathered around business and adtech.” - Harry Levy Darren Elliott, Sales Director for the UK at Taboola, is preparing tactically to meet as many new people as possible: “I start preparing for dmexco in July. With only two days, a lot of calendars fill extremely quickly. A lot of major agency groups have their own meeting areas which are free to roam and I always meet fascinating people there. Some additional practical advice—don’t overdo the first night parties, the second day is usually exhausting!” - Darren Elliott Anoushka Wunsch, Media Account Director for DACH at Taboola, is looking forward to reconnecting in person with some clients she hasn’t seen in a while: “Dmexco is like a reunion for the digital industry. It can be stressful, but there is so much valuable conversation and loads of fun! Dmexco is a great event to catch up with all your clients, and also enjoy a good party with them.” - Anoushka Wunsch We plan on making a big splash at dmexco—but it won’t be all announcements and meetings—the conference is known for its great content. ## Discover Industry Trends Leaders are Talking About. We’ll be talking about some of the hottest industry topics at dmexco, including the industry shift toward video and the chatter surrounding fake news. Join us for the networking and innovative ideas, and don’t forget to stop by for a drink! ## WTF is Video Discovery?!? Join Tatjana Biallas, Media Sales Director DACH for Taboola, from 10:00 am to 10:45 am on Wednesday, September 13th in seminar room six. She’ll be talking about video discovery, and the mindset of a video viewer at the end of an article. We’ll dive into the basics, share best practices for success, and highlight brands that have seen tangible brand uplift. Drop us your information—we’d love to know if you’re joining! ## Culture Shock—Darknet, Fake News, Chatbots Our CEO, Adam Singolda, is joining a panel on the culture shock surrounding machine communications from 1:20 pm to 1:55 pm, on Wednesday the 13th in the Experience Hall. He’ll be talking about the dark net, fake news, and chatbots—specifically how new behaviors and machine communication change the way we communicate in future. Other panelists include Will McInnes, the CMO Brandwatch; Jamie Angus, Deputy Director for BBC World Service Group; and Daryl Lee, Global Chief Executive Officer of UM at McCann Worldwide. Find out more here! ## It’s time to start a revolution in audience data. We’re hosting a special event at our booth about audience data on Wednesday from 2:00 pm to 2:30 pm in Hall 6, booth A51. The process for buying data on the open web is a bit outdated. Understanding targeting, spend and value is difficult if you don’t know how to experiment with new segments. There is a treasure trove of third-party data out there that can make your campaigns more successful, and we’re talking about how to find the right audiences, your ideal data exchange and much more. Sign up ahead of time on our events page. ## Taboola Happy Hour Finally, we cordially invite you to join us for a cold one at our booth for a Taboola Happy Hour, from 4:30 pm to 6:30 pm on Wednesday, September 13th in Hall 6, booth A51. Sign up here to let us know you’re coming! #BBD0E0 » --- ### Creative Testing Just Got Easier—We’ve Partnered with Getty Images URL: https://www.taboola.com/taboola-updates/getty-images-partnership/ Last Modified: 2025-01-14 14:36:55 Digital and brand marketers worldwide follow one well-known mantra when it comes to online advertising and content distribution—test, test, and test some more. You test headlines, images, targeting parameters, and traffic sources—but it is not always possible to have lots of high-quality images on hand, and it can get a little cumbersome to switch out images and headlines quickly across several channels. Our recently-announced partnership with Getty Images streamlines creative testing for marketers and makes A/B testing for better campaign performance easy. “We want every Taboola campaign to be both simple to launch and as successful as possible,” says Adam Singolda, CEO and Founder at Taboola. “Our partnership with Getty Images will make it quick and seamless for marketers to choose from among an array of high-quality, relevant images for each campaign; test and optimize those images for performance; and maximize results.” Our partnership not only opens up access to diverse, high-quality images—but to images that are 100 percent free, licensed for use, and already uploaded in Taboola’s Backstage platform. Say goodbye to tedious licensing, downloading and re-uploading of several images for the purpose of optimizing your campaign. ## It just got really easy to optimize creatives for your campaigns. Getty Images is a world leader in visual communications, and as such, they know the complexity behind choosing the right visual as a marketer. “Consumers are more visually literate than ever, making it crucial that the right images are selected to land your message in today’s noisy consumer environment,” says Michael Dreyer, Senior Director Business Development at Getty Images. “As the industry leader for over 20 years, Getty Images is home to a depth and breadth of powerful content that is second to none, and through this partnership, Taboola clients will have efficient and curated access to 80 million of these premium still images and illustrations.” Brands, small businesses, and agencies running campaigns with Taboola will still be able to upload specific images in Backstage, but will now automatically receive alternative suggestions from Getty Images based on the input content or chosen keywords. You can instantly swap out imagery related to your page, product, or app without leaving the Taboola ecosystem. ## These are our recommendations for the most highly effective creatives. Getty Images’ inventory is extremely diverse, which is good news for marketers looking to test. A/B testing is proven to increase campaign results, and this integration makes testing creatives seamless—so you can send the right message at the right time. Our creative strategy team analyzes our network regularly for insights into the best-performing images and headlines. Here are some insights on imagery, based on click through rate (CTR). - We see an 89% increase in CTR for photographs over cartoons, illustrations, and clip-art - We see a 45% increase in CTR for images of indoor settings - We see a 19% increase in CTR for black and white images over color - We see a 15% higher CTR for images of animals. Among animals, panda bears seem to be the favorite! - In images of people, genuine smiles generate a 12% higher CTR, while eye contact generates a 9% CTR boost Here at Taboola, we’re always looking for ways that marketers can get better performance out of their campaigns. We’re confident that our partnership with Getty Images will allow for more in-depth testing and a more seamless campaign creation experience. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us or start your campaign today. --- ### 5 Tips for Winning and Influencing Clients Across Asia Pacific URL: https://www.taboola.com/taboola-updates/5-tips-for-winning-and-influencing-clients-across-asia-pacific/ Last Modified: 2025-01-14 14:36:55 Nothing beats meeting a client face-to-face. The experience of exchanging a handshake or business card establishes a level of mutual respect rarely possible over the phone. Small talk can have a big impact, enabling both sides to recognize each other as multi-faceted individuals. These “IRL” interactions may require more time and effort to arrange, but they prove invaluable in the long-run, serving to improve and strengthen the relationship. As the Taboola APAC team and I have traveled across Southeast Asia, meeting clients in over eight countries, there are a few steps we’ve realized are most important to ensure a friendly and productive conversation, whether it takes place in Bangkok or Beijing, Singapore or Seoul. Below are five tips we recommend following to make your next Asia-Pacific business meeting the best one yet. ## Present data that is both original and actionable. One of the basic rules of account management is to position yourself as a trusted advisor to your clients. Even if our APAC team meets with a client, shakes their hands, exchanges small talk, and shares a kit of trendy SWAG items, that meeting is not yet a success until we deliver some kind of tangible business value. Our in-person meetings always feature some kind of new data about user behavior specific to the client’s region, showing how online content consumption varies by device type, time of day, referral source, and other relevant filters. For example, did you know Japan sees its mobile traffic peak during lunch time, while other countries usually peak at night when people are relaxing at home? These insights often prove to be game-changers for our client partners, who may be trying to reach those couch-surfers in the evenings but are accidentally depleting their budgets by mid-afternoon. Following our playbook at Taboola, consider what kinds of industry or product data your company may have that clients likely haven’t seen or heard about elsewhere. These insights are another way to make sure your meetings stand out amongst the competition and reinforce the notion that you are continually thinking about your client’s most pressing needs and challenges. ## Assemble the right team for each country, culture, and industry. Business etiquette not only varies significantly across borders but also within the same region or industry. Company cultures can be formal or informal, and cultural personas may surface as confrontational or deferential. Before we meet with any of our clients for an in-person meeting, we consider the overall makeup of our client-facing team, ensuring the mix of people, talent, and seniority is best matched for the given situation. We also apply the same critical lens towards the kind of content we present during that meeting. It’s fascinating to observe the variety of ways that different cultures conduct business. For example, we’ve found that meetings in Australia or Israel are often more casual in demeanor, though still professional in content and conversation. Alternatively, meetings in Japan or Korea tend to be much more formal, so we make sure there are appropriate levels of seniority for a particular topic, and that we consistently understand how to pay respect to the highest ranking employee in the room. ## Match your “special forces” with local expertise. As you probably know, Taboola has a special task force called the Content Strategy team that travels the globe, meeting with marketing partners to advise on any and all things content-related. These specialists take any goal or KPI a client is trying to achieve and then reverse-engineer the most effective content strategy, using growth tactics such as headline or thumbnail variations, A/B tests on landing page design, or new content ideation. Many companies have some kind of “special forces” team based in one region that could potentially provide value to clients in other parts of the world, and these collaborative efforts are always worth exploring. They can both strengthen your relationships, while also differentiating your brand from competitors. Over the past month alone, Taboola’s content strategists have joined forces with the APAC team for client meetings across China, Singapore, Australia, Thailand, Korea, Japan, and Israel. By combining our proprietary knowledge with the local expertise of our account management teams, these in-person meetings are some of the most high-value events for our clients. Rarely do they end without uncovering some new, game-changing insight on how to optimize a new or existing campaign. ## Delight your clients with surprise SWAG, treats, or anything else they may like. It may sound like a splurge, but our APAC account management team continually finds that bringing SWAG to meetings is a huge value-add to clients—old and new. These gestures are highly appreciated by our clients, and when pictures of the SWAG surface on social media, it signals to other industry players that we are a company who values our relationships. On average, we try to bring two to three items of Taboola SWAG for each of the attendees. Some of our go-to items include t-shirts, hats, sunglasses, fidget spinners, and most recently, Taboola cupcakes. ## Summarizing and following up on meetings. Lastly, our APAC team always aims to articulate a mutually agreed upon set of goals as well as next steps by the end of a meeting. If there is additional work or information requested by the client, we follow up with the necessary materials within 24 hours. Being able to succinctly summarize each conversation, and consistently respond to requests on-time, can make a world of difference in “walking the walk,” showing clients that we are dedicated, professional, and capable of making things happen. This approach favors over-delivering, even if expectations vary by culture. For example, we’ve found that Australian clients tend to be more relaxed and understanding about delays, while those in China often expect same-day responses and follow-up. Sometimes this can be a heavy lift to achieve in such a narrow timeframe, but such “fire drills” are crucial to conveying a sense of commitment to your clients. At the end of the day, every company is in the business of client satisfaction, and we make it a top priority to service our partners in-person whenever possible. Every stakeholder wants to feel valued and respected, and the best way to learn the nuances of how they prefer to conduct business is to meet them where they are—emotionally, but just as importantly, geographically. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your content strategy, contact us or start your campaign now. --- ### Taboola-AdRoll Partnership to Bring 35,000 Advertisers Premium Publisher Placements URL: https://www.taboola.com/taboola-updates/adroll-partnership/ Last Modified: 2025-01-14 14:36:55 We’re excited to announce our partnership with AdRoll, a performance marketing platform that works with over 35,000 clients worldwide. With this new partnership, all of AdRoll’s clients now have access to our premium marketplace of publishers. Adroll will now be able to bid programmatically on Taboola’s exchange, where their clients can access native placements on premium publisher sites around the globe. ## This women’s footwear brand is already excited about the native opportunity that Adroll and Taboola provide. Some of AdRoll’s clients like Shoes of Prey, a premium women’s footwear designer, are already excited about the diversification of device targeting and native as a channel. "Our customers engage with our brand on multiple devices and platforms," said ‎Stephanie Krueger, Senior Marketing Manager at Shoes of Prey. "We wanted to create a seamless experience, regardless of device or the places users visit online. Native advertising is an important element of our full-funnel marketing strategy." The intersection of AdRoll’s massive inventory of content and our native targeting capabilities is why we came together. “Native advertising has become a promising channel for marketers and is helping improve the way people engage with brands,” said AdRoll VP of Product Greg Fulton. “Taboola is a great partner for us because they offer the largest native exchange on the open web. We can now better help brands attract new prospects and retain customers at scale.” Our CEO is excited about the partnership, and the value that AdRoll’s clients will receive from native placement opportunities and provide to publishers who are looking for premium inventory. “I’m truly excited to partner with Aaron Bell and the AdRoll team to give 35,000 new businesses the opportunity to be placed natively in a trusted, safe, and credible environment on some of the most innovative publishers in the world,” said Taboola Founder and CEO Adam Singolda. “The opportunity for a brand to be recommended to the right user at that magical moment when the user is about to make a decision can drive awareness, consideration, purchase of products and even loyalty. This is an exciting day.” Here at Taboola, we are always looking for more opportunities to bring brands safe and performance-oriented environments for their content and to provide publishers with the best-branded content out there. Our partnership with AdRoll accomplishes both, and we’re excited for the future success of more brands to come. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us or start your campaign today. --- ### ConvertMedia + Taboola = Videos You May Like URL: https://www.taboola.com/taboola-updates/videosyoumaylike/ Last Modified: 2025-01-14 14:36:55 I started Taboola 9 years ago this month because I couldn’t find anything to watch on TV and I thought with so many choices, TV shows should actually find me. With the overwhelming amount of information in the world, I imagined there were billions of people in the same boat and saw an opportunity. The future would be a reverse version of what search engines solved. Instead of expecting people to search for information, we would create a way for information to find people in a curated and personalized way. Our vision from day one was to build a new category called “Discovery” side by side to Search and Display, connecting people with information they may like and never knew existed. We spent the first few years of Taboola focusing on cracking the code of recommending videos based on a user’s content consumption behavior. We’ve been fortunate to have seen meaningful growth as a company, pushing the boundaries of storytelling and finding that there is a magical moment that happens once someone finishes reading a story. Today, we announced we’re acquiring the breakthrough outstream video company ConvertMedia, and we’re thrilled for three big reasons: - People - Yoav, Gil and the team at ConvertMedia built an outstanding culture focused on passion, transparency and execution. I look forward to joining hands with the team. I’ve learned one thing in the past 9 years -- it’s all about the people you get to work together with. - Long term vision: We have an important goal in common with ConvertMedia: to become one of the top video/TV companies in the world. Leveraging our current reach of over a billion people a month, serving nearly 1.5 billion recommendations a day, we project that together we’ll stream over one billion videos a day and operate on the same scale as YouTube, Snapchat and Facebook. - Full Native Funnel: As TV budgets are fast flowing to digital, the acquisition allows us to be a more strategic partner to our publishers. For the first time, we’ll be able to offer a full funnel solution to publishers, personalizing the right piece of information -- regardless of format -- (sponsored content or video) to the right user at the right time. Here is an example of ConvertMedia on Salon.com: Founded in 2008, ConvertMedia is an innovative Outstream video company with an extensive portfolio of video units. Outstream video represents a natural migration of top-of-the-funnel brand engagement from TV to desktop and mobile and we anticipate increasingly more brand advertising budget will be allocated in this direction versus the more limited traditional pre-roll. ConvertMedia has shaped this video technology and provided publishers with the intuitive tools they need to strike the ideal balance between monetization and enhancing the user experience for any given session. ConvertMedia’s top notch team has empowered leading publisher sites with the ability to leverage outstream video in ways that frame content with great respectability and encourage reader loyalty. Here is an example of ConvertMedia Studio: We began our journey at Taboola with video recommendations, so in many ways it’s even more exciting to be here today, bringing both our technologies and teams together to one big family, Taboolars. We look forward to working together with our publisher and advertiser partners to deliver new experiences, connecting people with information they may like and never knew existed. --- ### Taboola Awarded Mobile Marketing & Adtech Platform Prize in Korea URL: https://www.taboola.com/taboola-updates/max-summit-taboola-awarded-mobile-adtech-prize-korea/ Last Modified: 2025-01-14 14:36:56 We’re excited to announce that Taboola was recently selected as a winner of the Max Summit Award. Honored under the Rookie category, Taboola was recognized as a new technology platform to the region—the category specifically evaluates media and technology platforms that have serviced Korea for three years or less. Taboola has been active in the Asia Pacific region for over four years, beginning in Thailand and quickly expanding to Japan, India and now Korea, working with major publications in the region such as like Yahoo Japan. Max Summit promotes the mobile market in Korea. Since 2015, the event has explored the current and future state of mobile connected industries. This year, the event focused on ad technology and how the landscape of marketing is changing as it progresses. The award is given to companies that have seen remarkable results in the area in the past year, and our team of Taboolars in Korea and globally plan to continue to see remarkable results in the region. --- ### Hands Down the Best Parties to Attend at Cannes Lions this Year URL: https://www.taboola.com/taboola-updates/best-parties-cannes-lions/ Last Modified: 2025-01-15 12:01:35 The festival of creativity is expecting more visitors this year than ever before—more than 15,000 brand leaders and representatives from innovative tech companies, startups, and other creative ventures will collect in France for Cannes Lions 2017. If you’re one of the lucky few to attend and to see some of the best minds in health, innovation, and entertainment take the stage, you’ll quickly be overwhelmed by the amount of activities you’ll be offered while walking along the Croisette. We did a little research, and these are hands down the best parties and events to attend at Cannes Lions 2017 so far. ## Ride an inflatable lobster on the beach. Lobster, a marketplace to find and instantly license user-generated content (UGC) from social and the cloud, is bringing inflatable lobster fun to the beaches of France for Cannes. Yes, you can really ride a giant inflatable lobster while you’re at the conference. Register for the chance here. ## Listen to live music on the water. Two of the biggest names in data and technology trends—PlaceIQ and comScore—are hosting a yacht event lineup to bring you rosé, food and late-night dancing on the water. The events feature live music and chef-prepared appetizers. Don’t miss it. ## Meet some of the most powerful minds in technology. The organization that implements global tech standards also attracts a pretty impressive executive crowd. Stop by the IAB Tech Lab Industry Drinks event for the opportunity to get the biggest bang for your technology networking buck. Oh, and did we mention free drinks? Register here. ## Obviously, don’t miss happy hour. The best happy hours are always from the people who specialize in connecting other people. Join Viber—the platform that connects over 800 million users every day—for one or more of their three themed happy hours to meet some of the best in the digital space. They’ll be hosting a bubble bar on the 20th, hanging out with us for some industry chatter on the 21st, and sipping and talking sports on June 22, all at 3:30 pm. # Finally, meet the next biggest thing on the web. Innovation in the digital space is buzzing with chatter about some really interesting and challenging concepts—things like fake news, brand safety, and the future of digital advertising. We’ll be discussing these topics with the best of the industry, broadcasting live with Cheddar straight from our cabana #14, to talk about the most innovative products, technologies and services transforming our lives—including how we’ve recently brought the social experience to the open web. Bye walled gardens, hello discovery. Cool off with a glass of frozé (aka frozen rosé) when you come to the Taboola Happy Hour, or with some canapés and cocktails when you join us and Viber. Register here. We’ll also be at the CMO clubhouse, talking about how you can keep your brand safe on the web. Marketing executives register for that here. Bottom line—this year, Cannes is going to be a blast, and a thriving hub for discussion around some of the most important topics for brands, publishers, creatives and web users today. Don’t miss the chance to be a part of the conversation, and have some big fun along the way. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us or start your campaign today. --- ### We Went to Cannes, and This is How You can Make it Worth it for You URL: https://www.taboola.com/taboola-updates/cannes-lions-2017/ Last Modified: 2025-01-14 14:36:56 This year, the world’s largest festival of creativity had a different vibe than years before. Some critics are even saying it might need a structural rethink, but at its core, it’s still a thriving and rich environment for creative industry leaders to gather. The crowd was incredible—more people attended than ever before, and you were sure to bump into stakeholders from the most influential organizations and companies in the industry. We gathered some key learnings for brands and exhibitors to get the most out of their experience. Our team had two tips for brands to get the most out of their meetings on-site: "What makes it worthwhile is to encourage networking,” Gary Singh, Senior Sales Manager, Media UK & Ireland for Taboola said. “Organizing happy hours in advance to increase foot traffic to our cabana was a huge win for us." "When you do schedule meetings, make the most of them—and I don't mean you should expect to close deals," Aaron Benor, Director of Media Sales for Taboola said. "The real value is the good, high-level discussions you'll have at Cannes that will turn into proper business meetings back home." The atmosphere shifted a bit from the lavish partying (although there was plenty of that) to a focus on business and networking, and we were able to discover some of the best ways to be successful at the festival. ## How to be Successful at Cannes After Cannes, our team came home, regrouped (i.e. slept), and pulled out some of the best tips for brands and exhibitors to get the most out of the festival: - Do your research on events ahead of time. Register for the events you think you want to go to, and pay attention to other attendees—the whole point is to network! - Offer food at a sit-down restaurant. While most cabanas serve light food, there’s an opportunity for brands to offer a real meal, and get valuable one-on-one facetime with people they’d like to network with. - Don’t be partnership shy. Brands always want to spend their budgets efficiently one-site, and reach the widest number of valuable partners, partnerships to host happy hours, parties, and to distribute content are key. - Stay cool. It’s hot on the beach—next time you’re there, catch the frozé. While we took all of these opportunities into consideration, our partnership with Cheddar was particularly successful. Broadcasting on site brought an exciting energy to our cabana and we had the opportunity to meet industry leaders outside of our traditional circle. Here’s our CEO Adam Singolda speaking with Cheddar on how content distribution technology is changing the way the masses consume information. With these strategic moves, we were able to make a festival that has grown massively in the wake of its success (some think too massively), much more valuable. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you, contact us or start your campaign today.   --- ### Taboola and Brand Safety; How We Protect You URL: https://www.taboola.com/taboola-updates/taboola-brand-safety/ Last Modified: 2025-01-14 14:36:56 If you have a million dollars and you want to advertise your brand, get value for your buck, and make sure your brand stays safe—what do you do? Who gets your money? A recent focus on fake news, including incidents where ads have appeared next to racy or offensive content, has made advertisers and agencies cautious—rightfully so—and caused them to rethink their strategy moving forward with every single partner. Nobody is immune from answering the question, “What are you doing to protect us?” Digital advertising has done a lot of good for marketers. It’s measurable, targeting is advanced, and there is scale. On the other hand, it’s a massive market with millions of sites where your ads can appear—which can feel a bit like the wild wild west. It’s complicated and is littered with jargon and terminology most people either don’t truly get or (quite frankly) care about. Compare that to buying TV advertising—it’s very clear who you can buy it from, and what you’re going to get. There are three primary places to advertise online — Google and Facebook, which together, take about two-thirds of the entire online advertising market, and then there is the “open web,” comprised of big and small websites—aka ‘the rest of us’. At Taboola, we only operate within the “open web,” working with some of the most innovative and meaningful journalistic websites in the world—sites like NBCNews, AOL, Bloomberg, USA Today, The Independent, Ströer, Yahoo Japan, and others. This post shares some of our work on brand safety, as well as the reason I think this saga will ultimately (and actually) benefit brands, publishers, journalism and the open web all together in a meaningful way. Tomorrow will be better than today. ## What’s Safe and What’s Not? There are three types of issues brands have told us that they care about when it comes to brand safety: - Racy Content: brands don’t want to be next to racy items (a la Bikini image) - Inflammatory Content: some brands may not want to be associated with certain political content, inflammatory headlines, negative news, etc. - Illegal Content: brands don’t want to be next to illegal items such as terror, gambling in some geographies, nudity, etc. Digital advertisers often seek to target a specific audience for better campaign performance using programmatic advertising. For a while the process seemed flawless, pay only when the user is someone whom you’d like to show an ad and feel certain they want to engage. Recently there has been news about the concern that brands, such as Jaguar and others, are concerned about reaching target users, but in an environment, they don’t feel comfortable with. Programmatic is on its way up, don’t get me wrong, mainly because it offers a very efficient way for brands to achieve their goals (“pipes”)—but I expect more discussions around how scale and efficiency can be achieved, leveraging programmatic, while brands ensure safety. ## Having Your Sponsored Message on CNBC, AOL, MSN, Weather Channel, and others is Safe, Scalable and Awesome. Here is the part that I’m really excited about. If you give advertisers the opportunity to run their content, videos, products and services adjacent to the most amazing editorial content out there, on sites we all love, using formats advertisers appreciate like native or video, and leverage data they’ve become comfortable with on social and search—it is safe, really great for the brand, and great for journalism. Here is how we make sure brands run safely with us: - Full transparency: When you run a campaign with Taboola, you have access to full transparency. We show you each and every site on which your content is shown. For whatever it’s worth, our transparency goes both ways—publishers also gain transparency as they see every advertiser that has ever been recommended on their site. - TAG: We’re in the process of certification with The Trustworthy Accountability Group (TAG) to eliminate fraudulent traffic, combat malware, fight ad-supported Internet piracy to promote brand integrity, and to promote brand safety through greater transparency. - Strong publisher partnerships: Our direct relationships with top publishers create a consistent and safe environment for brands—they know exactly who we work with. This offers reassurance to leading programmatic companies, such as The Trade Desk and Criteo whose clients are not only appearing in safe environments on premium publishers sites, adjacent to high-quality content, but they also enjoy the efficiency of programmatic buying. - Direct control over campaign placement: If there happens to be a certain publication, category or topic you don’t want to run content alongside, we have 'approved lists' and 'disapproved list' options, as well keyword targeting for brands seeking to appear, or run campaigns on certain sites and topics they aspire to be associated with. - Negative keyword targeting: Essentially, this is the opposite of the previous option. Brands are able to take advantage of our ability to support negative keyword targeting. These prevent campaigns from being surfaced on a page that includes a certain topic that the brand doesn’t want to be associated with. - Third-party verification: Taboola allows advertisers to use their existing relationships with MOAT, Integral Ad Science, and DoubleVerify in order to run brand-safety reports for their Taboola campaigns. This is not the end of our brand safety mission—we’re hard at work innovating for the better, and we’re fortunate to work with some of the most incredible publishers and brands out there, who are willing to share their thoughts on this topic, and together allow us to strategize on ways we can be most helpful in protecting and serving them as premium brands. These are tricky times, as everybody—rightfully so—is asking themselves, “Who can I scale with, safely?” This is an incredible opportunity for us to both drive safety for top brands’ campaigns as an alternative to social and search budgets, and support top-notch journalism and storytelling that we all love and want to remain strong and independent in the future. I hope this is helpful. We care, and are open to any suggestions you have for us. --- ### Taboola Feed Launch: NYDN Tells Publishers, “Your Revenue Will Go Up” URL: https://www.taboola.com/taboola-updates/taboola-feed-launch-nydn-tells-publishers-revenue-will-go/ Last Modified: 2025-01-14 14:36:56 Last week, we kicked off the launch of the Taboola Feed with some of the best advertisers and publishers in the industry. At our celebratory kickoff in NYC, we broke bread and talked about the open web dynamics with Grant Whitmore, Executive Vice President of Digital at the New York Daily News (NYDN). As we spoke with Grant, hundreds of guests toured our brand new New York City Headquarters, located just above Madison Square Park. While guests enjoyed their music, food and Thai-style ice cream, they listened to Grant and our Founder & CEO, Adam Singolda, discuss how the Feed will impact the open web. “As a publisher that publishes nearly 200 pieces of content a day, we think that this is a great way to mingle discovery in our own platform,” Whitmore said. “As we’ve activated Feed on the site, we’ve seen some pretty outstanding numbers. For those of you in the room, who are in fact Taboola clients, your revenue will go up.” Taboola Feed saw a nice amount of media coverage, and many reporters made it to the event from outlets like AdWeek to technology blog like BestTechie, and more. Here are some of the stories we saw about Taboola Feed from Ha Harets, Techcrunch, HuffingtonPost (video), and New York Daily News. Our strategic partnership with the NYDN has allowed us to explore Taboola Feed’s impact on consumers and measure how they engaged with NYDN content, branded videos and native paid posts. “We’re pretty excited about Feed and we’re excited to be a Beta partner,” Whitmore said. “Our ability to grab onto and keep them in our ecosystem was limited. "We’ve worked with Taboola for a long time, not just as a monetization partner but as a technology partner to help enable content discovery. When we first talked about the idea of Feed, I was super interested because it mirrored this activity that has become so dominant in our lives—which is just, scrolling, hoping that something catches your eye.” After an initial test, NYDN saw engagement and retention rates jump—two things that according to Whitmore, are really challenging in the publisher environment. Taboola Feed is revolutionizing the way we think about how users interact with the open web, bringing the social experience that users have already learned to love, and already spend 50 minutes with, on average each day. Still, our founder & CEO mentioned we have a long way to go and compared our status to the initial launch of the iPhone 1—it didn’t support simple things like copy and paste functionality, but it was clear that it would change the way people use mobile. “The way I see it, the Taboola Feed as it is, is like the first iPhone,” Singolda said. “You see it, you know it’s revolutionary. You can touch it, but it’s not perfect yet. To make Taboola Feed perfect, we need to build an ecosystem around it. "We invite you—startups, publishers, technology companies, app developers and more from around the world—to come be a part of the Taboola Card Store and feed marketplace.” When we all come together, Taboola Feed will have built an impactful and engaging platform for everyone—users, publishers, and advertisers—on the open web. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you A/B test your site content, contact us. --- ### The Open Web Has a Lot to Learn From Social: Introducing Taboola Feed URL: https://www.taboola.com/taboola-updates/taboola-feed/ Last Modified: 2025-06-30 07:25:28 There is a problem with the open web experience as it is today—and mobile, in particular, feels at times as chaotic and disorienting as Times Square signage at night. It’s filled with too many widgets and ad experiences. They appear at the top, pop up in the middle, and overlay the bottom, each with their own user experience (UX) and their own goals—leaving publishers with little real estate on their page, while brands don’t get to choose what experience they’ll be placed next to. Understandably, people read one or perhaps a few articles, and click “back” to their social feed. In many cases, I can’t blame us all for escaping as fast as we can. This situation is not sustainable as the internet is moving rapidly to the limited confines of a 4.5-inch mobile screen. Does the future for publishers have to economically shrink as the available real estate does? I hope not. I believe that publishers should have opportunities to double or even triple their revenue and that brands can, in parallel, find scalable and safe environments to invest and grow. To help accomplish this vision, we asked ourselves—who is doing an amazing job capitalizing on mobile today? The answer was obvious—from a UX perspective, social companies are doing a remarkable job. Facebook, Twitter, and Instagram are rendering “cards” in a feed type experience, where Facebook alone gets people to scroll and engage with content for nearly an hour every single day according to the NYTimes. "Today, we are announcing that we are bringing a feed-inspired experience to the open web." - Adam Singolda, CEO, Taboola Today, we are announcing that we are bringing a feed-inspired experience to the open web. The principle behind it is simple: Every page on the web should surface a dazzling variety of interesting and personalized experiences, in a consistent user interface (UI), enabling consumers to linger, scroll and enjoy. Hopefully, people will spend not just 30 seconds, but 30 minutes on a publisher’s site—reading lots of content, scrolling through interesting experiences, sticking around for more. We are 10 years into our journey at Taboola, and a lot has changed. This is our biggest product announcement so far. It completely morphs our traditional widget presentation, as well as other formats on the page, into a single, beautiful, intuitive, inspiring feed. A feed that unfolds and unfurls engaging and relevant experiences. ## “Taboola Card Store”—People Should Discover Anything, and Now They Can With Taboola Feed, at the natural conclusion of an article, you seamlessly transition to the world we have created for our publishers and advertisers. You will organically discover a range of cards and information, all smart and meaningful—some generated by us, some from publishers, some by brands, and some from third-party companies who can now develop “cards” that our publishers can integrate into their feeds—things like weather cards, or newsletter cards, commenting, interactive polls and others. Think of it as a ‘feed operating-system’, where publishers can fully control and decide which experiences or cards they want in their feed, how many should surface their own content, how many should surface promoted ones, and which should show third party cards from the “Taboola Card Store.” https://youtu.be/btkBI20zJKE ## The End of the Widget Economy—Welcome to the Streamline Economy The widget economy, where dozens of companies rendered experiences on publishers sites in different shapes and colors, was an important step forward. I don’t want to knock it. It allowed us all to address the scary de-monetization of content faced by publishers. The downside was that publishers had to think of themselves as real estate companies—optimizing for every pixel to drive the highest yield. Now with Taboola Feed, our hope, is to embark on the beginning of a new ‘streamlined economy,’ rendering things in a consistent card UI that’s scrollable and personalized so that people see the cards and information they want to see. If we do a good job, we’ll get a shot at winning people's attention, getting them to stick around, read more content, watch more videos, and help monetize the quality stories publishers work so hard to write. The New York Daily News was the first to beta test Taboola Feed on both mobile and desktop pages, and they’ve seen fantastic results—an uplift in revenue of 26 percent, and engagement of 40 percent on mobile. “User behavior evolves as digital environments evolve,” said Grant Whitmore, Executive Vice President, Digital, at New York Daily News. “Social media platforms have accustomed readers to the behavior of continuous-scrolling. The Taboola Feed mirrors that experience and brings an engaging environment to each article page that was previously only available on social media.” I’m particularly humbled to have the chance to work with Grant and the team at New York Daily News on the next evolution of the open web, and I’m confident the presentation of the open web will continue to evolve, as well as I think there is a lot to learn from social companies about how to keep people engaged. ## If people scroll on publisher sites, there is a big opportunity to drive video growth. While traditionally publishers could embed one video at the top of the page, in the middle or on the right rail, with a feed experience, as people scroll, there is a massive opportunity for people to enjoy many videos, and publishers to build a real video business. This is important too, to truly drive mobile monetization for publishers, I believe video will become an important driver—so it’s important to create a world where people can watch videos sequentially—the same way they enjoy now on social networks. With Taboola Feed we think we have cracked the code on video. ## Brands love this experience too—it’s safe and scalable. While these benefits I mentioned can hopefully be big news to publishers, the impact of Taboola Feed also extends to brands—who now have an opportunity to reach an audience in a proven format consumers love, like carousels, videos, app downloads, polls, and more, while still being adjacent to brand safe and premium quality editorial content. https://youtu.be/lfsdavfyMUQ ## Putting the Vision to Work. The Feed. We still have a long way to go to keep the web truly open, but it’s important we make big steps. We start by putting people at the center and providing experiences they want to interact with. If we do that right, we’ll have many opportunities to engage consumers with the publisher’s own content, as well as drive meaningful revenue opportunities. Imagine if every page on the internet had a feed at the bottom, keeping people on publishers’ sites a lot longer, interacting with content a lot more—a feed that brought them personal, relevant, and intuitive targeted content that kept them involved and engaged. Wouldn’t that be amazing? We hope so! Taboola Feed. With Taboola Feed, I believe we’ve made a big step in building an impactful and engaging platform for people to experience on the open web. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you A/B test your site content, contact us. --- ### The Unintended Risks of "Fake-News Shaming” URL: https://www.taboola.com/taboola-updates/the-unintended-risks-of-fake-news-shaming/ Last Modified: 2025-02-16 11:24:26 This is the second blog post I am writing about ‘fake news.’ In my first post—I published and reviewed our policies and procedures. Now, I want to take a step back to share my views about the risks of over-correcting for ‘fake news’ and the threat it poses for the open web. We recommend to a billion people every month, enabling people to discover new content, ideas, products, and as part of that, we need to be vigilant about ‘fake news’ but not paralyzed by fear. "Using ‘fake news’ as a weapon to automatically de-legitimize information without critically thinking about it, shuts down conversation rather than inspiring it." - Adam Singolda I may be a contrarian here, but I’ve become equally concerned that ‘fake news’ is being used reflexively and without enough thought. This is not to deny the ugly reality of ‘fake news.’ I have been clear about the line which separates what will be rejected from Taboola and what is accepted. The challenge, though, isn’t necessarily the worst offenders. That’s ‘easy.’ The challenge is in the gray, and that’s where it gets complicated. There’s a fine line between using the term ‘fake news’ as a sweeping indictment to discount legitimate or even satirical content, and using it to rightfully reject misinformation that intends to deceive or to drive certain agendas—political or even worse—medical. Below is the now-famous, post-election-day tweet that accelerated the ‘fake news’ debate. That was six days after then president-elect Trump used the phrase in a tweet: We had a great News Conference at Trump Tower today. A couple of FAKE NEWS organizations were there but the people truly get what's going on — Donald J. Trump (@realDonaldTrump) January 12, 2017 This tweet is well-known and represents the escalation of the ‘fake news’ phenomenon. We need to be equally careful of creating a world where satire and opinion are disregarded, especially if they don’t meet someone’s agenda or originate from an unknown source—‘fake news shaming.’ Frankly, I’m not sure who is more dangerous; the person writing an article disclosed as satire—or the person (easily) labeling that writer’s work as ‘fake news.' Using ‘fake news’ as a weapon to automatically de-legitimize information without critically thinking about it, shuts down conversation rather than inspiring it. It enables conspiracy theories and a confirmation bias and doesn’t encourage us to really understand and enjoy what is put forward by bloggers, amateur writers, or professional journalistic organizations. ## A ‘fake news’ over-correction can be riskier than the existence of ‘fake news’ in of itself. I want to share a story. A few weeks back, a reporter called me and said that Taboola and Google were monetizing four ‘fake news’ websites. The reporter did a thorough job researching a long list that included some truly problematic sites. In that list, he said there were four sites that promoted ‘fake news’ using Taboola. My initial reaction was to thank him for letting me know, as we obviously care about this, and we have devoted significant resources to battling ‘fake news,’ including our team of full-time employees whose sole job is categorization and review of content. As we went together through the four sites that he had called out, I asked him as to why he categorized these sites as ‘fake’ since they clearly disclose that they are satire and meant to entertain, whereas the main goal of ‘fake news’ is to hurt people, politically, medically, and for other reasons. He said he didn’t know them, and that they are sharing non-factual content. When I asked him if he thought The Onion was also fake, he said no, ‘because everybody knows The Onion.’ For whatever it’s worth, we really appreciate our communication with reporters and publishers, and we learn from them a lot. But the satirical sites did have a disclaimer and they were not in violation of our policy, so we had no reason to yank them from our network. Their ‘sin’ was that they weren’t famous enough. In many ways, these sites are the equivalent of the people that stand on benches in Washington Square and tell jokes. Nobody knows them, sometimes they tell weird jokes too, but they’re artists in their own way. We allow it—heck, we enjoy it. "This exclusive future of ‘only the known and agreed-upon-quality-brands get to stick around,’ quite frankly, sucks." - Adam Singolda Imagine living in a world with a web where unless you’re well-known, you’re ‘fake.’ Unless you are dressed properly, you can’t get in. Unless your language is not perfect, you’re not welcome. As a foreigner myself, who runs a company with people speaking more than 15 languages and that operates in 50 countries—a company of foreigners and many cultures (which I find amazing)—this exclusive future of ‘only the known and agreed-upon-quality-brands get to stick around,’ quite frankly, sucks. This same topic was addressed at an event that I was fortunate to join a few weeks ago as part of the Arthur W. Page Society. There I spoke with Jessica Coen, Executive Editor at Mashable, and Jennifer Friedman Senior Director, Corporate Reputation at GE; former Deputy White House Press Secretary—moderated by Professor Ron Culp from DePaul University. We talked about the risk of naming people ‘fake,’ potentially by mistake, because the world doesn’t know them well enough, or they don’t meet our agendas (video embedded at the end of the post). ## Two ways to deal with fake news. While ‘fake news’ will never disappear completely, I am optimistic about the future of journalism and the open web. Here’s what can be done. Top down. We can work to reduce the proliferation of ‘fake news’ and should draw our lines as organizations about what is tolerated and what isn’t, participate in conversations (not point fingers), ask hard questions, and add a human element alongside technology. Over time we’ll get better, but it will remain imperfect and messy, as democracy always is. Yesterday, Facebook announced a very important decision, “a line” they decided to draw. Their line will demote websites carrying low quality advertising. We announced a similar policy at Taboola a year ago, and I encourage you to read our advertising guidelines. This was not an easy process as it meant many potential advertisers were rejected from being recommended by Taboola, but I’m also very proud of that. Facebook joining a similar path is a good thing for our industry given their scale, and what it could mean for the right type of storytelling. Empower consumers with knowledge. This way, they can identify ‘fake news’ when they see it. For example, would you ever order a sushi roll from a street cart outside? Or order sashimi on a flight? You’d probably think twice before you did, as fish is better eaten fresh. Let’s equip people around the world with the skills to identify the vast majority of fake sites by looking at its template, the URL formatting, logo borrowing, and more—just like they can identify the wrong place to eat sashimi. We can make spotting ‘fake news’ a new muscle memory. ## Building relationships is the answer. Everything looks the same on a social feed—and that makes it harder for consumers to act on the empowerment I describe. Youth in particular need to be taught “source awareness.” Stanford’s study, which shows that teens accept social media without considering its origins, is a powerful reminder of that necessity. Let’s celebrate imaginative, creative, and even provocative content. Let’s not allow its authors to be caught up in the weaponization of ‘fake news.’ Surround ‘fake news’ with so much good and light, that it won’t matter anymore. There is a lot of good out there, and not everything is terrible, or fake. We need to empower organizations with tools and empower users with knowledge. As I finished the first post, I knew I wanted to write a second post with this call to action: If you disagree with me, or think we can do better—please email me directly. I care, we care, and we intend to continue to invest in this. Email me at adam.singolda@taboola.com. --- ### This is How FreedomPop Acquired International Users, with a Really Low CPC URL: https://www.taboola.com/taboola-updates/freedompop-international-users-low-cpc/ Last Modified: 2025-01-15 12:03:07 This 100 percent free mobile services company, FreedomPop, needed to reach a high-quality audience internationally without breaking the budget. When they found Taboola, they were looking to reach new audiences on premium sites across the web in Spain, the United Kingdom (UK), and the United States (US). The Taboola discovery platform allowed FreedomPop to reach out to a new audience, right at the time they were open to discovering new content—at the end of an article. In Spain in particular, FreedomPop blew their CPC and CPA goals out of the water: “With Taboola, we were able to perform more effectively than projected against our CPA goals, especially in regards to our international acquisition efforts. The Taboola network helped us reach a significantly broader and more highly engaged audience than other networks, allowing us to achieve cost per click of only $0.10 in Spain” - Sonya Haines, Marketing & Growth, FreedomPop Their success with the Taboola discovery platform really moved the needle in international markets and helped them exceed expectations for new customers in Spain. ## FreedomPop achieved this CPC with earned media coverage.   A 100% free mobile services company, FreedomPop is ensuring no one is left off the connected grid. The free mobile phone and internet services company offers a suite of devices, digital services, and social sharing so users can share data across accounts. After a very successful press campaign, FreedomPop wanted to use media coverage to drive more site traffic. With Taboola, they capitalized on leads generated through the article at much higher conversion rates and growth in lead Generation than expected. ## They increased customer conversions at $0.10 CPC in Spain. Throughout the duration of its campaigns on Taboola, FreedomPop generated thousands of subscribers that resulted in service packages implemented. We helped them target the right people, at the right time, and with the right content. FreedomPop exceeded their growth expectations with just a $0.10 CPC in Spain. It’s not just FreedomPop—we’ve also helped other customers like Leesa, Bombfell and Avocados of Mexico boost their business. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you A/B test your site content, contact us or start your campaign today. --- ### We're Doubling Down On Email Discovery URL: https://www.taboola.com/taboola-updates/taboola-liveintent-email-discovery/ Last Modified: 2025-01-14 14:36:57 Email newsletters have long been a staple of digital marketing strategies—they are an easy and cost-effective way to engage with customers and build relationships with your target audience. EMarketer recently found that email newsletters outperform search and social. Taboola’s vision is to connect people with information they may like and never knew existed, wherever they may be. Today, I’m excited to share our strategic partnership with LiveIntent—world leader in the email marketing space. Together, we’re doubling down on this people-based marketing channel. LiveIntent is the third largest logged-in environment—outside of Facebook and Google—and it reaches 170M people every month across the web, and in apps. Part of the reason we’re so honored to work with LiveIntent, is that we have a mutual vision to focus on users first. Matt Keiser, LiveIntent’s founder and CEO, put it best: “Delivering a top notch user experience is our primary goal. Monetization is a secondary concern for our customers. Publishers were not happy with the content recommendations solutions in the market. After a yearlong diligent vetting process, we learned that Taboola was the only company that had the tools and policies to deliver the performance and quality our brands demand.” - Matt Keiser, founder and CEO, LiveIntent Publishers are looking to bolster their relationship with their audiences—this partnership came at the request of our publisher partners to bring the power of tailored content recommendations into the logged-in, people-based medium of email. ## This is what we’ll accomplish together. The partnership marks the first time that LiveIntent, where over 160 million people open and consume three billion newsletters a month from 1,600 top US publishers and brands, will utilize content discovery. Together, we will be able to exchange and leverage powerful anonymized data to deliver personalized communications, allowing advertisers to better engage with consumers. The integration is an expansion of our robust Discovery platform, enforcing our strategic offering to editors, video teams, and product teams, and relevant to all platforms; including desktop, mobile, in-app and now, email. Under the partnership, Taboola will be serving a customized user experience for email campaigns. Relevant information and content will be surfaced to consumers within emails, at a time when they are most likely to engage. LiveIntent leverages its identity graph to equip Taboola’s customers to take full advantage of the valuable intent from Taboola’s billions of pageviews globally. The LiveIntent graph connects the Taboola consumer intent data to LiveIntent’s mobile email inventory, just like customers do with Facebook and other premium inventory sources. This partnership enables brand marketers using Taboola to reach their intended audiences in premium, mobile, fraud-free inventory. This solution provides a targeted, people-based way to extend a brand’s relationship with its audience, irrespective of device. Soon to an Inbox near you. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you A/B test your site content, contact us or start your campaign today. --- ### Taboola-Trade Desk Partnership: The World’s Top Brands Just got Access to One Billion Users URL: https://www.taboola.com/taboola-updates/ttd-partnership/ Last Modified: 2025-01-14 14:36:57 Our recently announced global partnership with The Trade Desk empowers marketers to scale their native placements—reaching one billion users in 50 markets monthly across the world’s top publisher sites. Marketers know that a programmatic approach to digital marketing is highly effective. A recent survey from eMarketer expects native ad spending to reach $38.5 billion across desktop, mobile and video by 2020. “Growth of native digital display is being driven by publishers’ pursuit of higher-value and more mobile-friendly inventory, as well as by advertisers’ demands for more engaging, less intrusive ads,” said eMarketer principal analyst Lauren Fisher. In anticipation of this growth, our partnership with The Trade Desk will bring premium publishers the high-value content they want and need, while also bringing top brands the real estate and potential exposure they crave. ## You can Now Run Native and Video Ads all on One Platform The world’s top brands can now access everything in one place—native content and video advertisements can now both be purchased through The Trade Desk platform, whereas previously brands would have to go through a 3rd-party. A global technology for buyers of advertising, The Trade Desk services the world’s top brands. Now that they’ve partnered with Taboola—which according to Comscore, reaches 70 percent of US users on mobile and desktop platforms, and a third of global internet users—those premium brands gain access to premium publisher placements. “Helping people discover things they may like and never knew existed, at the right moment, is at the heart of what we do. We aim to enable top brands to engage with their customers in an organic and invitation-based way,” said Adam Singolda, Founder and CEO at Taboola. “We’re excited to work together with The Trade Desk team to expand our discovery platform to new partners and empower brands to integrate video and native content, programmatically.” The relationship with top publishers is symbiotic, as is ours with The Trade Desk. We get to work together to empower both publishers and brands to find faster, more meaningful connections with their audience. “Our integration with Taboola provides our advertisers with even more ways to foster meaningful connections and further scale native as an integrated part of their overall digital marketing plan.” - Joel Livesey Director of Partnerships, EMEA at The Trade Desk. “Native advertising, executed programmatically, is proven to deliver a relevant, engaging and non-intrusive advertising experience for consumers,” said Joel Livesey Director of Partnerships, EMEA at The Trade Desk. “Our integration with Taboola provides our advertisers with even more ways to foster meaningful connections and further scale native as an integrated part of their overall digital marketing plan.” Together, The Trade Desk and Taboola have brought together the largest source of open web native supply on desktop and mobile, with advertising campaigns from the best global brands and agencies. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your video marketing strategy, contact us or start your campaign now. --- ### Televisa, the Largest Media Company in LATAM, Launches Content Discovery for the First Time URL: https://www.taboola.com/taboola-updates/televisa-latin-america/ Last Modified: 2025-01-14 14:36:57 We are excited to announce our new partnership with Televisa Interactive, the largest mass media company in Mexico and Hispanic America. Together, our goal is to increase revenue through sponsored content, and video as well as drive engagement through on-site personalization using high impact content recommendation. The alliance represents the first time Televisa has implemented content recommendation as part of its monetization strategy. It will utilize Taboola’s predictive algorithmic technology to serve high quality, personalized content in the form of both editorial and video recirculation to its audiences online. According to eMarketer, 65 percent of people access the internet while simultaneously watching TV in Mexico. The collaboration between Taboola and Televisa, projecting 60 million page views per month, also further illustrates Taboola’s growing global adoption in Mexico and follows a recent deal with El Universal. “As digital media consumption continues to grow more prominent in Mexico, the need to expand our business online -- beyond broadcast -- is more important than ever before. Taboola was the best partner for us given their emphasis on user experience and relevance, which is key to Televisa and our audience,” said Ricardo Carvajal, Digital Managing Director of Televisa. “Content recommendation is a new strategy for us and Taboola has helped us navigate the integration seamlessly. They also have a suite of editorial tools that we look forward to using to better inform our journalists.” “In the battle for user attention, we could not be more thrilled to join Televisa on their journey to bring their high-quality content to consumers around the world in a personalized way." - Adam Singolda, Founder & CEO, Taboola Taboola acts as a search engine in reverse, analyzing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to know what to search for, relevant information and content is surfaced to consumers as they browse they web, at a time when they are most likely to engage. “Televisa is one of the most impressive media companies in the world, with creation and distribution capabilities in Mexico that extend to reach the entire Latin American population,” said Adam Singolda, founder and CEO of Taboola. “In the battle for user attention, we could not be more thrilled to join Televisa on their journey to bring their high-quality content to consumers around the world in a personalized way.” --- ### Taboola Hosts Masterclasses on ‘Building a Content Discovery Playbook’ URL: https://www.taboola.com/taboola-updates/taboola-hosts-masterclasses-building-content-discovery-playbook/ Last Modified: 2025-01-14 14:36:57 The biggest strength of digital media is also its most daunting challenge. There has never been more information and content available to us at any given moment, from articles and slideshows to videos and quizzes. This abundance is a blessing for consumers, but it presents a major obstacle for marketers, whose business depends on standing out amongst the overcrowded landscape. Taboola has been dedicated to solving this “discovery” problem since we launched our first personalized recommendations nearly a decade ago, a mission that has since evolved to encompass video, native, and e-commerce. This year, we decided to partner with Masterclassing to share what we’ve learned about the digital marketing space with professionals of all levels around the world. Following our first round of classes last month in London and San Francisco, our latest events saw Taboolars meeting with new students in Seattle and Los Angeles. Our speakers share their unique experiences below. ## Seattle: Evan Sigel, Media Sales Manager, Taboola Evan Sigel joined Taboola last year to manage our West Coast brands and agency partnerships. During his session in Seattle, attendees discussed how social media efforts were beginning to tap out, and marketers were looking for new and more effective ways to promote their brand stories across the web. “Consumers are inundated with ads, and when we started talking about the idea that Taboola is pull-based instead of push-based, that really hit home,” Sigel said. “They were interested in the idea—which is something we often see at Taboola—that someone who is reading an article on a publisher site may be more open to spending the time to discover a new story or innovative product idea, whereas social audiences may be more inclined to remain in that channel and see what their friends are up to.” Sigel was surprised to find that several attendees were learning for the first time that content promotion strategies they used on social—headlines, images, and customized landing pages—could be used on the open web. In addition to Sigel’s presentation, the session included some real-world case studies on how marketers have used content discovery to drive a variety of goals, ranging from awareness to lead-gen to new purchases. “People are intrigued by this notion of uniting the open web,” said Sigel. “They hadn’t necessarily thought about the opportunity, but appreciated the ability to leverage the creative and messaging they are already using for social and apply it to the web.” Sigel’s class session included a broad range of people from brands and agencies, including AT&T, T-Mobile, Nordstrom, and Costco. ## Los Angeles: Matthew Neems, Sr. Media Sales Manager, Taboola Since joining Taboola four years ago, Matthew Neems has educated hundreds of established and emerging brands about the potential for content discovery to improve their business. During this time, he has developed a nuanced sense of how marketers can best promote their brand story across the web, and he found that his Los Angeles audience was eager to get into those nitty-gritty details. “The room was really well-versed in what a ‘native’ platform like Taboola can do,” says Neems. “But ‘native’ can also mean different things to different people, so we first established a working definition for content discovery, and then discussed what campaigns perform best across Taboola, versus search or social.” The bulk of the roundtable discussions focused on specific use cases and best practices for crafting effective headlines, thumbnails, and landing pages. Attendees included a mix of marketing managers and directors from Sony, Yamaha, City National Bank, and The Wonderful Company. For Neems, the masterclass was a great opportunity to get marketers from different regions and industries talking to each other, and sharing ideas around common challenges and opportunities they face regarding content promotion efforts. He’s excited to bring those insights back home and share that knowledge with his own current—and future—clients to better support and grow their businesses. Taboola is hosting several more masterclasses this year around the globe. If you want to catch our next one, sign up. --- ### A Letter To All Taboola, We Are 10. URL: https://www.taboola.com/taboola-updates/taboola-is-ten/ Last Modified: 2025-01-14 14:36:57 Dear Taboolar: I hope all is well with all of you. I write this letter in recognition of our 10 year anniversary. When I think of the decade just passed alongside and mission, what comes to mind is NASA...believe it or not. NASA, one of the most important discovery companies in the history of humankind, was built on a dream: to study space and discover new planets outside of this one, where people can live. People think Apollo 11 was an amazing success story, the realization of an ambitious vision. They think President Kennedy simply said, “find me a way to land a man on the moon,” and then a bunch of geniuses scurried around and figured it out. What many people don’t realize is that it actually took NASA 11 years, 40 flights, and hundreds of attempts before they managed to land the first man on the moon. This is important—Nasa had to fail, and pivot, many (many) times to eventually succeed. This story is one to which you, and everybody at Taboola can relate. I’ve said it before, and on our 10 year anniversary I’ll say it again—I think a company’s culture, is everything. That includes anything from iteration, to the joy of trial and error, risk taking and all the way to the type of people that choose to build something great, together. Every person at Taboola brings a level of passion with them to work, a willingness to take on a certain level of risk so that together we help people discover things; from what to read, products they want to buy, one day—to even discover people they may need to meet (and more)—a truly personalized future. Our challenge, while certainly less existential than NASA’s, is different—we need to build something that can be as powerful as a search engine, but in reverse. Instead of expecting people to search for information, information should find people. By doing this we will empower the open web and the noble practice of journalism, enabling it to compete alongside the biggest social and search companies. It takes a very unique group of people who can work together, and sometimes fail together, to build what we were able to build in the past decade. It’s a group of people of which I’m very honored to be a part. ## This is our story. Taboola has come a long way since we started—from a few army engineering buddies with a big idea, to now, a fast-growing company with 14 offices around the globe. The profound need for discovery, personalizing our current and future day-to-day experiences, and creating the ability for people to find stuff they care about but didn't know of beforehand, has been elevated like never before. Keeping the web open and independent is an important mission for you, me, and the rest of us Taboolars—we need to succeed. I started Taboola because I couldn’t find anything to watch on TV. I thought that I should not be looking for TV shows, but rather TV shows should be looking for me. That was 10 years ago. In a way that still amazes me, we've grown to 600 employees strong, we receive over 1,000 job applications a month, and hire hundreds of Taboolars a year in high energy offices. But don’t let our fun environment confuse you, throughout most of our journey, Taboola saw hard times. From 2007 to 2012, we were building a recommendation engine with no revenue. That was hard. I nearly had to shut down Taboola three times. In 2011, I flew to Silicon Valley for meetings on the infamous Sandhill road. It was there that more than a dozen investors had chose to not invest, saying “kid, publishers will never recommend other people’s content.” And to be perfectly honest, I would have not invested in myself either—it was my first job, we had no revenue, and we were already 4 to 5 years in the works, trying to make it work without real success. At the end of that year, we raised $1.5M from Marker Venture Capital to take our proprietary video recommendation technology and launch article recommendation, as well as allow storytellers to pay us to promote it. I thank Marker for their courage, it wasn’t an obvious move. It was also the last time Taboola ever needed to raise money. In 2012, we fulfilled our vision to not just build a “content marketing” company, or “a “native” company, but a “discovery” company that goes after the most important currency out there—user attention. Initially, these were not easy times, but these non-trivial 4-5 years helped us define our culture and what it means to be a Taboolar. We started holding weekly meetings around the world, talking about our values, our failures, and victories, making it perfectly okay to fail, but to make those failures learning experiences so that we could all improve and focus on (ninja style) execution. From 2012 to 2016 we grew fast, from over $100K+ a month in revenue to over half a billion a year while being profitable with most of the money we’ve ever raised still in the bank. As part of this fast growth, we were fortunate to attract some of the most innovative investors around the world such as Fidelity, Comcast, LVMH, Yahoo Japan, Baidu and others. ## People—passion, intelligence, and kindness. 10 years into this crazy journey, I’m convinced that I’m right when I say it’s all about the people and their ability to execute as a team. You can copy a company’s logo or their go-to-market strategy, but you can’t copy a company’s culture. Our unique culture is the single reason we’re here today to tell this story, and think about the next 10 years. Many leaders of this company are people that joined with little to no experience, coming from all different backgrounds. As an example, our VP of Asia Pacific was a chef before joining Taboola, while some of our senior execs joined as sales reps, account managers, or even interns. What they all have in common—what all Taboolars have in common—is passion, intelligence, and kindness. They have fire in their eyes like something you only see in movies. We’re a company of founders—a startup of startups. That’s what I’ve felt every day in the past 10 years coming to “work.” While my background is encryption and engineering, I know now that competitive advantage in this century is not having a particular technology or product, or employing people with fancy CVs—but rather the ability of a group of people to work together, execute their ideas—and have a great time doing it. That's how a company keeps on generating amazing products and results again and again. ## The next 10 years. In the next three years, in times where large consumer-facing companies are growing strong (and perhaps too strong), we will devote ourselves to keeping the open web even stronger; empower publishers with advanced technology to grow their revenue, engagement and audience; and give brand marketers advanced targeting capabilities like video and content products in a credible and safe environment. We (really) need to succeed, as the future of this beautiful internet we’ve grown to love and rely upon, is at risk. In the following seven years, Taboola will expand itself into new galaxies, going wherever people make decisions to discover things—and offer them a personalized experience. ## Thank you. I want to thank you and everyone that helped us co-create this story; from employees that are with us now or have been in the past; to all of our investors, our early angel investors and early VCs who invested when it was not an obvious choice—Evergreen, Pitango, Marker—to reporters we’ve been talking to about this industry during the past 10 years, to our growth investors who believed in our ability to build something that can be as big as search or social, to our publishers, marketers, and partners all over the world. I feel humbled to be a part of this group and story, and I look forward to the next 10 years together. May we all discover things we may like and never knew existed. Kind regards, --Adam Founder & CEO Taboola When you think Taboola—you just have to imagine... --- ### Mobile Marketers can now Track App Downloads with Taboola URL: https://www.taboola.com/taboola-updates/mobile-marketers-track-app-downloads/ Last Modified: 2025-01-14 14:36:58 As part of our journey to build a Discovery category for marketers to promote their brand, we’re excited to announce the expansion of our offering from article, video, gallery and product recommendation to app downloads. “We founded Taboola because we believed people will never have enough time to discover all the things they may like but never knew existed, ” - Adam Singolda, CEO and founder of Taboola. “We are beyond excited to continue expanding this Discovery category, from content, to products and now to also recommend mobile apps. We envision an Open Web that is completely personalized, where people search when they know exactly what they are looking for, but enjoy personalized recommendations when they don’t.” This personalized app recommendation offering will not only change the user experience but also improve mobile marketers visibility into the performance of their apps. Our new offering will enable advertisers to measure and attribute mobile app downloads and performance and to find more meaningful scale with Taboola. Marketers can now leverage our massive mobile network to track and optimize engagement with their apps and analyze experiences that only exist on the small screen. ## Now, send your users directly to the app store. Now when marketers use Taboola, they’ll be able to send users directly to the app store, or to a page that carries content about the app before they send the user to the store. Either way, marketers will be able to attribute each download to their respective campaigns and have a better view of what the cost is per installation, or their cost per acquisition (CPA). We are working with mobile attribution vendors like TUNE, adjust, AppsFlyer and KOCHAVA to make this possible. According to eMarketer, for most brands, nearly 50 percent of their app users (or potentially more) aren’t driving the value they could be. This information will better enable brands to tailor content to mobile users specifically, at the time they are engaging - which will in turn help increase relevance to the right audiences. ## Members of our Network like Match.com are already taking notice. We are already working with some exciting partners to pioneer this new offering, including Match.com, and games like Forge of Empires, Tribal Wars and others from the game developer InnoGames. “Server-to-server tracking is critical in what my team oversees, growing the Match Group installed base of new and active users,” said James Peng, head of mobile & social acquisition, Match Group. The capability to track server-to-server is what allows Taboola to provide insights into app downloads for marketers, and ensure they’re reaching the right audience at the right time. “Encouraged by strong desktop performance, we started user acquisition for our mobile games on the Taboola network,” said Perrine Keutchayan, senior performance marketing manager, InnoGames. “The first campaigns have already shown promising volumes and quality. We look forward to Taboola becoming a key mobile UA partner for InnoGames existing and upcoming titles.” For Taboola, this announcement marks the beginning of entirely new channel and tracking capabilities for app marketers, who operate in a saturated market and rely on the ability to reach their target audience at the right time. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your video marketing strategy, contact us or start your campaign now. --- ### Here’s how Bombfell clothing service increased mobile leads by 960% URL: https://www.taboola.com/taboola-updates/heres-how-bombfell-clothing-service-increased-mobile-leads-by-960/ Last Modified: 2025-01-15 12:04:31 Niche services can sometimes have a hard time finding new audiences. For Bombfell, a personal styling service for men, their audience grew quickly as they brought to market a unique solution to their customer’s problems—but they needed a push to achieve more scale. They ended up working with Taboola and succeeded in their performance-based marketing strategy once they started running creative campaigns on our network. “As a very performance-based marketing team, we needed to find additional channels to achieve scale and performance,” Sandro Roco, Sr. Manager of Marketing at Bombfell said. “With Taboola, we exceeded our expectation for conversions." When they reached out to us originally, they wanted to find additional channels other than social, search and paid services to help them achieve their goals and scale. What they got was even more than they bargained for. ## Almost doubling their web traffic led to huge scale in mobile conversions. Bombfell used Taboola’s discovery platform to scale traffic and increase landing page conversions. Working with their assigned team of account managers, they optimized their creative strategy for mobile and ended up with a 960 percent increase in mobile conversions. This is particularly impressive because Bombfell is looking for a very particular type of customer. Their service allows customers to receive hand-picked clothing from a personal stylist, and they’re able to try them on in the comfort of their own homes. In order to convert, the potential customers have to go through a slightly lengthy process. First, they fill out a form to learn the correct fit and style, and then customers preview the clothing to approve before it ships. The process is worth it for the customer—service is Bombfell’s focus, and it’s the service and assistance that really makes the difference in the customer’s life, not the clothes per se. This longer conversion process is what makes this major jump in mobile sign-ups so impressive. Usually, mobile users have short attentions spans, but with Taboola, Bombfell was able to reach the right audience at the right time to scale their mobile reach. ## The secret to their success—clear messaging and an owned content strategy.   After Bombfell started seeing good performance with social, search and paid channels, they wanted to grow faster. When they started using Taboola, they saw the highest conversion rates when they drove visitors directly to their homepage—but as their strategy evolved to owned content, they started to see success there as well. They also saw a significant increase when they started to produce their own blog content relevant to men who were interested in focusing on their style, per Taboola’s suggestion. Where they really saw success was with their questionnaire, developed to get people to interact with their brand, and for Bombfell to learn more about their style. They went from relying on primarily performance-based marketing, where they drove new customers directly to their homepage, to creating a more robust content marketing strategy—and saw success—all with the help of their Taboola team. Bombfell intends to expand their relationship with Taboola, and are now looking for ways to leverage more earned and owned media campaigns. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your video marketing strategy, contact us or start your campaign now. --- ### Taboola Expands to Be’er Sheva! URL: https://www.taboola.com/taboola-updates/taboola-expands-beer-sheva/ Last Modified: 2025-01-14 14:36:58 Sunday, February 5th, we were excited to celebrate the opening of our newest office in Be’er Sheva, Israel. To kick off a hub for research and development (R&D) at Taboola in Southern Israel, our CEO Adam Singolda, and our VP of R&D, Aviv Sinai, hosted a fireside chat to talk about the history of Taboola, how it came to be, and how it continues to grow. ## Feb. 6 Update: Our fireside chat to kick off our new office in Be’er Sheva was a success. Over 100 people attended our recent event at WeWork Be’er Sheva, where our CEO Adam Singolda, and our VP of Research and Development (R&D) Aviv Sinai, hosted a fireside chat to kick off the opening of our new Taboola office there. Singolda and Sinai detailed their experiences from the early days of Taboola, and the hard work and commitment that led to the company we see today. Singolda spoke about humility, speaking specifically about the importance of staying grounded and humble, and to never fall into the trap of thinking you’ve “made it.” There is always another mountain to cross and another goal to conquer—humility is what helps you succeed. But it’s the people who make Taboola the company it is today, and Aviv and Singolda spoke in detail about their confidence in the Taboola employee network, and their willingness to support them in any way they can. The mayor of Be’er Sheva, Ruvik Danilovich, attended the event and took the time to welcome Taboola, and addressed the inspired crowd, saying people like Adam and companies like Taboola are changing the world. The event was a success, and we’re more than excited to see what comes next for Taboola in Be’er Sheva. Updates below were published prior to the event, February 5, 2017. --- ## To celebrate our new R&D hub, our executives are telling an inspiring story. Singolda and Sinai worked together to build the Taboola platform. They will share the story of establishing a successful startup; the experience of turning an idea into a successful worldwide company, and the vision for how Taboola can shape the future of discovering content. Together since their early days in the Israel Defense Forces, Singolda and Sinai have a rich past. When Adam left his position in the army, Aviv took his place there. Shortly after leaving the army, Singolda became frustrated with the lack of quality content to watch on television flipping through station after station. He had one very simple, very powerful idea—you shouldn’t have to find content, it should find you. Singolda recruited Sinai to Taboola, and the two began to build what is today the most successful content recommendation platform on the web, from this one powerful idea—search in reverse. ## Now we’re expanding, and our engineering team is better than ever. It’s with their story that Singolda and Sinai hope to inspire all the employees of Taboola, as well as the new R&D team—and potential recruits—that will be located in Be’er Sheva. Together, they have faced many challenges. From creating a supportive engineering environment to attracting customers, partners, and building a culture where engineers can thrive, the pair has a lot of insight to offer to the Taboola engineers of Be’er Sheva. But it’s not just the foundational story of how Taboola came to be that matters—it’s the foundational stories of all Taboolars and their futures that will help Taboola continue to grow and make a difference. Check back Monday, February 7th for an update on the Be’er Sheva office opening. Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. If you’re interested in joining our engineering team in LA, we’re hiring. --- ### We Kicked Off our First Masterclasses with the Hottest Topics in Digital Marketing URL: https://www.taboola.com/taboola-updates/we-kicked-off-our-first-masterclasses-with-the-hottest-topics-in-digital-marketing/ Last Modified: 2025-01-14 14:36:58 Digital marketing is always evolving, and Taboola is at the forefront of the one thing every marketer wants—a channel that’s full of new customers. As digital marketers continue to search for new audiences, platforms, and creative content ideas, it’s easy to fall behind in an industry that is always changing. In an effort to share our industry knowledge, Taboola partnered with Masterclass to bring new digital skills to professionals of all levels. We kicked off the series with the first couple of classes hosted in London and San Francisco this January. The discussion in these classes focused on two of the hottest topics in digital marketing—video, and the need to combine eCommerce and content efforts. With our recent acquisitions of video company ConvertMedia and eCommerce-oriented Commerce Sciences, Taboola is uniquely positioned to discuss video and eCommerce content marketing. Our speakers shared their unique experiences with their classes. ## London: Jamie Pelos, Digital Content Manager at British Gas Business   Jamie Pelos has been successfully supporting video strategy for over a year now at British Gas Business, and partnered with Taboola for the opportunity to share these experiences with like-minded people in London. For Pelos, the most surprising knowledge gap was about YouTube: “It was interesting that the room had a lack of knowledge on YouTube pre-roll ad campaigns,” Pelos said. “We ran a number of pre-roll ad campaigns during 2016 and received some really positive results.” After the class, delegates said they’d be looking into this form of advertising for their own products, but he didn’t just discuss YouTube. Pelos’s central message covered four tips—have a solid video strategy, scope out the videos your competitors are making, try different mediums, and finally, test and learn. Pelos has been the Digital Content Manager at British Gas for two and a half years, and taught our Masterclass on January 24th in London. He currently leads their video strategy, while also contributing to content strategy, social media and search strategy. ## San Francisco: Dan Partelow, Sr. Manager of Brand & Agency Development at Taboola Dan Partelow has supported brands and agencies successfully at Taboola for four years. In San Francisco, he was most surprised to find eCommerce teams and content teams still haven’t all aligned across the board: “A lot of content and eCommerce teams traditionally don’t see a need to talk to each other, which means their strategies aren’t in sync,” Partelow said. “So, they end up driving traffic to traditional eCommerce landing pages—but there’s this whole other world out there where content and commerce intersect.” In his masterclass, there was a gap in knowledge around how to use content syndication to drive sales. Speaking to Sr. Managers at brands like Intuit, Macy’s, Pottery Barn, Uber and more, he expressed the effectiveness of shoppable content, which often includes, blog posts, videos, infographics and more. The trick, says Partelow, is to offer an experience that provides value to that users. The landing page for your discovery campaign should add value to that user’s day. When content marketing and eCommerce strategies come together, they can do that for brands. For Partelow, the masterclass was extremely valuable and full of amazing conversations with fellow marketers. The classes are doing just what we’d hoped—bringing together like-minded marketers together to talk about some of the hottest issues in digital marketing today, and how they can better leverage these strategies to grow their brands. Taboola is hosting several more masterclasses this year around the globe. If you want to catch our next one, sign up. --- ### Taboola-Mack Weldon Case Study: Finding the Ideal Audience URL: https://www.taboola.com/taboola-updates/case-study-mack-weldon/ Last Modified: 2025-01-14 14:36:58 Men’s retailer Mack Weldon is reinventing men’s basics by providing well-designed products and a shopping experience that’s easy and convenient. Each of their fabrics is unique, engineered for a reason, and has a distinct story behind its creation. Their design shop is located in New York City, with warehouse and fulfillment centers in Massachusetts. They started working with Taboola to look for new ways to create awareness of their product. “Mack Weldon is a digitally native, growth-focused menswear startup brand that designs and delivers premium basics for men. As a performance marketer, I’m constantly looking for new ways to create awareness for our products while growing our customer base cost-efficiently.” - Zach Jacobs, Director of Marketing at Mack Weldon. As a fast-growing business, Mack Weldon was looking for a channel to acquire new customers cost-effectively. They created editorial content, which served as a landing page to cater to audiences that were driven there by native ads. Taboola drives new customer acquisition for Mack Weldon at greater scale compared to other native advertising channels. Get the full case study write up here. ## Mack Weldon leverages Taboola’s audience insights. Insights gained from initial Taboola campaigns identified the best audiences from hundreds of premium sites around the web, allowing Mack Weldon to target consumers who were most likely to purchase their products. From there, campaigns were optimized on a day-to-day basis by fine-tuning the brand’s messaging, site-level targeting, bids and budget allocation. Throughout the process, Taboola’s Data Marketplace found additional insights on audience segments. These new segments, regardless of publisher site, were delivering the best performance. Several of the new audience segments found provided opportunities that helped the Mack Weldon team set up new campaigns. This allowed them to attract additional users from those segments, which came from current, new, and previously less-relevant sites to their campaign on the Taboola network. Data Marketplace was key to providing scale, and helped Mack Weldon target users who were most likely to convert. Taboola also created a custom audience segment for Mack Weldon, based on an understanding of the retailer’s core customer, competition, product set and experience on other digital channels. Campaigns targeting this curated audience delivered a 39 percent lift in conversion rate. ## Creative strategy helps customers engage, retarget and convert. Across all of these efforts, Mack Weldon was able to engage prospective audiences with owned content—a long-form article covering the top reasons current customers really love underwear from Mack Weldon. To get the most from their owned content, Mack Weldon worked with Taboola’s creative strategy team to optimize creative combinations (headlines and thumbnail images) for the best results. Rotating new creative into experimental campaigns helped the retailer maintain effective engagement and conversion rates. Interested users who responded to native ads but did not make a purchase were then retargeted with messaging and landing pages based on their position in the funnel – whether they had visited the site or added items to a shopping cart. As a new brand focused on acquiring new customers, all existing customers were excluded from prospecting campaigns after having already made a purchase. With Taboola at the forefront of its content marketing efforts, Mack Weldon has added another dimension to its growth as an emerging brand. ## Content marketing delivers efficient results. Promoting owned content, targeting highly-qualified audiences, and using a sequential messaging strategy based on funnel position; together have contributed to a successful partnership, and incremental ROI for Mack Weldon. Visitors were almost three times as likely to convert on secondary campaigns, after having engaged first with content from Mack Weldon. “With Taboola, we more than doubled down on content marketing this year and grew our campaigns to drive thousands of customers every month.” Recently, we found especially high-converting audiences on Taboola’s Data Marketplace. Targeting those audiences gave us greater scale and drove more purchases on sites that either previously did not convert or converted at too high of a cost.” - Zach Jacobs, Director of Marketing at Mack Weldon. We plan on testing new targeting features and ad formats available with Taboola, heading into 2018, including in-feed video and additional audience capabilities. --- ### Taboola Buys Commerce Sciences, Giving Publishers the Same Insights eCommerce has on Shoppers URL: https://www.taboola.com/taboola-updates/taboola-buys-commerce-science/ Last Modified: 2025-01-14 14:36:59 I’m very excited to share our acquisition of Commerce Sciences, a pioneer in web personalization and on-site optimization. Commerce Sciences spent five years actually focusing on the commerce industry, helping ecommerce sites customize the entire site experience in real time based on variants they’ve created with the platform. When I first met Aviv Revach and Eyal Brosh, the founders of Commerce Sciences, they shared with me their frustration that while big commerce sites had internal personalization technology they developed, many ecommerce websites still offer the exact same experience for every visitor/shopper. Their vision was to revolutionize the online experience by enabling ecommerce websites to engage with each visitor in a truly personalized manner. Commerce Sciences Eyal Brosh, Founder, CTO & Aviv Revach, Founder, CEO ## Taking a step back. I started Taboola nearly 10 years ago to connect people with information they may like and never knew existed, believing that the future will be completely personalized, building a category acting as a search engine but in reverse—instead of expecting people to type keywords into a search box, having the right information find us at the right time. We all have had that moment when we discovered something for the first time—that song, movie or a product. However, over time—the list of things we want to do is growing, but we only have 24 hours in a day (and that won’t change). This personalization mission has two parts to it, the first was to predict the right information people may like, which we’ve spent nearly 10 years doing. The second part is to personalize the way those pages are rendered to users once they see them—which buttons appear where which elements on the page appear and which are hidden, and more. As an analogy, discovering you like Orange Is The New Black and Breaking Bad is the first part—and the second is understanding which you like to watch first. Perhaps you binge watch Orange is the New Black on Saturdays and watch one or two episodes of Breaking Bad each night of the week. Looking at the open web and how publishers have operated in the past 15-20 years, there is a distinct difference between how content-based publishers operate to how retail and commerce websites operate. Publishers typically have one big redesign a year when decisions are made about where various modules need to be on the page, and most KPIs are optimized on the User Visit level. Retail/commerce websites act differently—they have many variants (often times hundreds or more) running in parallel so different users see different versions of their online shops, and their optimization is lifetime driven. These ecommerce sites are looking at the entire opportunity each customer brings to their business over the lifetime of that user, rather than per visit. ## Today, we’re announcing our intention to bring that capability to the open web, democratizing personalization for every publisher on the world wide web, at no charge. Imagine if the smallest publisher—a newspaper in the midwest—can now know as much about its readers as Amazon and eBay know about their shoppers. As part of our Discovery Platform strategy, where we already provide editors and writers with Taboola Newsroom, sales people with Taboola Native, going forward - product teams will be able to define KPIs, create customized web experiences, run multiple A/B tests and decide what are the tradeoffs they want to make to achieve those goals. It’s called Commerce “Sciences” for a reason—all those tiny tests publishers will now be able to do, will be applying the science of optimization to a publisher site. Especially in times where publishers are looking into deepening the relationship with their readers, it has never been more important to learn how to get readers to engage with content, to subscribe to newsletters, and think of innovative ways to monetize beyond “the visit”, taking into account the lifetime value of a loyal reader. Fighting for users attention is becoming a real challenge and it’s key to empower publishers with the capabilities to iterate in real time and a/b test everything publishers define as important to have a far better ability to compete and win the users they deserve. We launched a related initiative about a year ago on a smaller scale, called Full Page Personalization, where we shared specific user segments according to which publishers could optimize the page experience. Now together with Taboola and the Commerce Sciences team and technology, publishers will have access to a robust platform to fully customize their website, driving a personalized experience for each visitor, driving audience, engagement and monetization growth. I’m thrilled to welcome Aviv, Eyal and the rest of the talented Commerce Sciences team to Taboola. With the combined efforts of our accomplished teams along with the technology that Commerce Science has pioneered, we have a clear path to unlocking the potential of a ‘Web of One’, tailored to each and every one of us based on our interests and the context in which we are consuming content. Commerce sites leverage 364 days of learning into one Black Friday, it's time publishers had the same. Wishing us all to be connected with information we may like and never knew existed. --- ### Taboola Increases Return On Ad Spend for Leesa by 5x, Bringing Better Sleep to the Masses URL: https://www.taboola.com/taboola-updates/taboola-increases-return-ad-spend-leesa-5x-bringing-better-sleep-masses/ Last Modified: 2025-01-15 12:05:51 Mattresses are a complicated business model. Reaching customers that journey through a long purchase cycle is tough, and getting them to buy a product online with ad spend that traditionally they’d like to physically test beforehand can be challenging. Despite its challenges, the industry is growing: According to P&S Market Research, the global mattress market is expected to increase from where it was in 2015, at $24 million, to reach $38 million by 2022, growing at a CAGR of 6.5%. Leesa is an affordable online mattress company that has seen success in this growing space by leveraging content discovery. Their mission—to design, create and sell thoughtful products to help people sleep better. Achieving this mission is hard when customers are used to a different way of purchasing a product, not to mention the challenge of reaching them at the right time—when they’re actually researching and about to buy a mattress. Leesa needed to know where their potential customers were in real-time, and they leveraged Taboola’s content discovery platform to do so. “The concept of content marketing has always been something that interested me as a digital marketer,” Alex Realmuto, Head of Digital Marketing at Leesa said. “Through the Taboola network, we were able to secure premium placements and meet people where they already were across the web.” Realmuto and his team used Taboola’s discovery platform to engage new audiences on premium sites around the web, and retarget those audiences to drive purchases. “These placements not only allowed us to reach new audiences, but to really educate them about our product,” Realmuto added. “Through the client service and account management service at Taboola, we have been able to really improve our campaign. We are very excited to continue our work together and reach even more audiences,” Realmuto said. The results were there—Leesa consistently drove strong new customer leads and purchases with Taboola, exceeding all expectations they had before implementation. They achieved three times the amount of revenue per session, but how? They did it all with Taboola’s powerful retargeting engine and a strategy that was built just for them. ## They got to know their customer, first. Leesa was built when Jamie Diamonstein and David Wolf were having trouble sleeping. They created a one-of-a-kind “universal adaptive feel” mattress that adjusts to bodies of all shapes, sizes, and sleeping styles. Their promise to customers is a good night’s sleep, and it begins with getting to know them. Identifying when customers are ready to purchase is the natural first step since customers generally only need a new mattress every five to ten years. The decision is also deeply personal and involves careful research and consideration. They turned to content discovery to better educate new customers, better understand their customer journey, and to learn where and how prospects need meaningful information during the purchasing process. ## They focused on re-engagement.   Together, Leesa and Taboola employed a strategic content marketing campaign. We then developed a plan to use external site retargeting to re-engage site visitors that had shown interest. Taboola’s predictive technology allows brands like Leesa to reach consumers at valuable moments—specifically when they’re engaged and open to discovering something new. The Taboola platform analyzes hundreds of real-time signals from consumers—including device type, referral source, geography and more—to match people with content they may like. Using a retargeting pixel, Leesa could capture anyone who visited their site and follow-up with more direct content recommendations when they came back to browse. This empowered Leesa to capitalize on all of their leads—be it through Taboola, search, social or field marketing—and they quickly saw their conversion rates soar. ## They spoke plainly, and directly. The key to great advertising is uncovering the most effective creative strategy for your audience. Taboola and Leesa worked together on a series of multivariate A/B tests to optimize imagery, headlines, promotional offers and specific geo-targeting. From these tests, they discovered that their consumer base reacted most desirably towards direct, branded headlines such as “Leesa® is a New Kind of Mattress for a New Kind of Sleep.” With the ability to identify the language in their headlines that didn't resonate well, and then adjust, Leesa generated thousands of leads that resulted in mattresses sold—and an overall increase in return on ad spend. Using these strategies, Leesa generated a 5.7x return on ad spend over just seven months. Partnering with Taboola allowed Leesa to grow their sales, and build traction in a competitive market without customized and tailored landing pages or newsletters. As they learn more about their customer base, and the purchasing journey, Leesa will explore more opportunities with Taboola to continue to grow and scale. Taboola is the world's leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web's most innovative publisher sites. Click here to start your first campaign. --- ### Sport1 and Taboola Sign Exclusive Partnership URL: https://www.taboola.com/taboola-updates/sport1-taboola-sign-exclusive-partnership/ Last Modified: 2025-01-14 14:36:59 We are thrilled to announce that today, Germany’s leading Multimedia Sport Platform SPORT1 signed an exclusive partnership with Taboola. ## Taboola will now power content and video recommendations for SPORT1.de mobile services as well as for the SPORT1 apps and desktop. In addition to content recommendations as articles, SPORT1 will also implement Taboola’s native advertising and video outstream platform. Patrick Fischer, Chairman of the Board of Sport1 Media GmbH: “We tested different technology providers and found Taboola was right for us for a number of reasons. First, Taboola’s content recommendation platform can be integrated flexibly and simply. The technology required can also easily be adapted to our infrastructure and can be extended dynamically. Lastly, the new partnership will allow us to better monetize our offerings on all channels and also drive an increase in time spent on our channels for every single user.” Adam Singolda, Founder & CEO at Taboola: “We are very excited that Sport1.de has chosen us as a partner. The company is known as the leading multimedia platform for sports in Germany, Austria and Switzerland for its perfect, balanced mixture between TV, online, mobile, radio, app and social media. We look forward to working together with the Sport1 team on extending their audience reach, and connecting people with content they may like and never knew existed.” --- ### El Universal Implements Content Discovery - Projecting 100 Million Page Views Per Month URL: https://www.taboola.com/taboola-updates/el-universal-implements-content-discovery-projecting-100-million-page-views-per-month/ Last Modified: 2025-01-14 14:36:59 We are excited to share that today, we announced an exclusive strategic partnership with El Universal, the biggest daily publication in Mexico with more than 9 million unique visitors each month according to comScore. Under the agreement, El Universal integrated Taboola’s high-impact content recommendation platform with the goal of driving engagement, monetization and audience growth across desktop and mobile. Under the agreement, El Universal integrated Taboola’s high-impact content recommendation platform with the goal of driving engagement, monetization and audience growth across desktop and mobile. ## This is the first time El Universal has implemented content recommendation. The partnership marks the first time El Universal has implemented content recommendation as part of its strategy to generate revenue and increase audience reach. It will utilize Taboola’s predictive algorithmic technology to serve high quality, personalized content to its audiences across desktop and mobile. “Content recommendation is a new venture for our publication and our readers. Taboola has been a tremendous strategic partner for us as we navigate a new revenue source,” said Nazifh Luna, Director Of Digital Strategy and Innovation at El Universal.“We appreciate the value of Taboola’s content recommendation “We appreciate the value of Taboola’s content recommendation platform, which is critical for both the editorial as well as the sales teams to drive readers to engage with our content.” Taboola acts as a search engine in reverse, analyzing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to know what to search for, relevant information and content Instead of expecting people to know what to search for, relevant information and content are surfaced to consumers as they browse the web, at a time when they are most likely to engage. “We are in an ‘Attention Economy’ where walled garden platforms and the open web are battling for users’ time, and there is a real opportunity to empower consumers with the ability to discover things they may like and never knew existed, ” said Adam Singolda, founder, and CEO of Taboola. “Mexico is a key market in LATAM and globally for us and we are humbled to be a part of El Universal’s journey. Together, we will grow revenue, engagement, and audience by leveraging the power of personalization technology.” The collaboration between Taboola and el Universal, projecting 100 million page views per month, signals Taboola’s growing global adoption and follows recent deals for Taboola including Perform Media, Boston.com and Media General. --- ### Fake News is Everyone's Business—And Our Responsibility URL: https://www.taboola.com/taboola-updates/fakenewspolicy/ Last Modified: 2025-06-30 07:37:59 Did fake news have a material effect on the recent US election? It’s the subject du jour, with recent discussion about the creation and distribution of fake news from industry leaders like Jeff Jarvis, Ev Williams, Fred Wilson to media companies such as Bloomberg, WSJ, NYTimes. There is no shortage of insightful opinions. All sharing the hope of bringing awareness, conversation and eventually a process to solve the fake news problem. To me, asking whether companies such as Facebook, Twitter, or Taboola are media companies or technology companies is just a question of semantics. The debate shouldn’t be what industry you align with as a company. The real issue at stake is - are we accountable for what we distribute? Let me divide the conversation into two separate parts. Both equally important, but very different. ## Part One: Should intentional confusion (Fake News) be allowed? Short answer: no. Let’s define it. Fake news is the idea whereby a piece of content is written to intentionally deceive consumers to believe something that is not true—whether for commercial, political or other reasons. The intent is to deceive consumers into believing that they are reading fact-based news or editorial content, when in fact it is truthless propaganda or an advertisement. Taking the example from Ev Williams’ post -- consider a website pretending to be ESPN while it is actually a site called “espn.com-magazine.online” which was created to sell muscle building products by basking in the imputed credibility of ESPN. It is an advertisement disguised as editorial content and many people clicking on this website will believe they landed on ESPN. In turn, they may mistakenly believe the products sold are backed by a reputable source like ESPN, which may influence their decision to make a purchase. It is an advertisement disguised as editorial content and many people clicking on this website will believe they landed on ESPN. In turn, they may mistakenly believe the products sold are backed by a reputable source like ESPN, which may influence their decision to make a purchase. A second example of fake news is a website designed to look like a legit news source, providing faux veracity to products like diet pills. Their mission is to capitalize on a need people may have, like losing weight, by communicating that the advertised product is newsworthy. We’ve all seen the blatant use of editorial rhetoric: “Research surprise: This Nutrient Burns Fat While You Sleep.” We’ve all seen the blatant use of editorial rhetoric: “Research surprise: This Nutrient Burns Fat While You Sleep.” A third example is the range of fake news that is catalyzing the discussion around the 2016 election. In this case, a website is created to post content that is verifiably false, often with the intent of changing public opinion, or encouraging supporters of that point of view to share the “news.” For example, a site published: “FBI Agent Suspected in Hillary Email Leaks Found Dead in Apartment in Murder-Suicide,” which went viral on Facebook. The claims in this article were quickly debunked, but not before it was read and amplified. The list grows daily and companies that promote news content have a responsibility to do their best to eliminate all types of fake news. It is a disservice to publishers, advertisers, and consumers to look the other way. If you were operating a restaurant, you would never intentionally serve rancid food, saying “the supplier said it was safe.” Restaurants have a responsibility to test each supplier to ensure food is safe. They have a responsibility to their customers. Technology and media companies need to treat fake news as if it were rancid food - it’s unsafe for everyone, especially those consuming it. ## Any type of fake content can not and will not be tolerated on the Taboola network. Let me explain why: I started Taboola 9 years ago with the vision to connect people with information they might like and never knew existed. I believe we have a chance to improve people’s lives by making their world personalized. It’s not an easy vision or mission and it is a multi decade effort in the making for us to achieve. While we are on now our way to serve 12 billion recommendations a day to a billion people a month—we realize the challenges and risks fake news represents. We started to build and deploy disciplined processes to assure our mission would not be corrupted by tricksters, deceivers and manipulators who inevitably appear to game every new advertising and distribution channel that emerges (very much like we witnessed with Search, and Display advertising 20 years ago). Here is what we did: - We wrote very detailed, public, advertiser content guidelines outlining what is acceptable, and what is not (including, but not limited to, fake news). But because we know that guidelines can be violated – and we didn’t want to hide behind them – we went further. - We made a decision that the content distributed on Taboola will be manually reviewed and categorized by a human being that is trained in our policies. Meaning that when advertisers upload content for us to distribute, someone must look at it and approve it first - it’s not an algorithm (not that we don’t love algorithms). We employ nearly 100 account managers whose core mission is to approve/reject content items. - In addition, all of our employees are trained in our guidelines. Therefore we have hundreds of eyes around the world looking at our content, acting as a second line of defense. - We have also implemented stringent disclosure guidelines to ensure that before someone clicks on a piece of content on our network, they can easily determine where the content is coming from and whether or not it is sponsored. So we require that the name of the company and often even their product that is being marketed be disclosed together with the link to the content. - We also launched a network post approval safety process – a belt-and-suspenders approach. This is a team consisting of ten people who are tasked with sweeping our network on a daily basis to make sure nothing inadvertently gets through. The team is advised by and works side by side with Shelly Paioff, our VP of legal, who not only cares deeply about the topic but also regularly participates in industry events to improve our guidelines as the industry evolves. - We also recognize our limits, and we asked a billion people to help us, launching a program called “Taboola Choice.” We encourage everyone who sees something that they don’t like or that may be deceptive, fake or harmful to tell us. Rest assured every piece of content flagged, is evaluated thoroughly according to our guidelines and we take action as appropriate. - We also fight “cloakers” (i.e. advertisers who submit content that looks legitimate at first but is later replaced with fake content in certain geographies where we don’t have employees or it’s not easy for us to spot their toxic game). But we do find out about it eventually and we fix it ASAP, which is also why Taboola Choice is so important. Let us be the first to admit—we make mistakes (though we try to only make a mistake one time and to correct it quickly). Fake content is an industry wide challenge. All of the largest online advertising and distribution companies are wrestling to find the solution to this ever-evolving cat-and-mouse game. Like cyberattacks—you can be relentless, but eventually you will get hacked, the question is how you prepare and how you respond. ## Part Two: Freedom of speech, censorship, and uncomfortable content What about content that doesn’t fall into the “intentionally false” category, but is offensive to the point where it violates certain community standards or even fits within those standards but some still find difficult to tolerate. At what point should companies like Facebook, Google or Taboola prevent a piece of content from being shared, searched or recommended? This is a tricky topic as it falls under the First Amendment, our fundamental right to freedom of speech and freedom of the press and the simple truth that sometimes what seems appropriate to some, seems very wrong to others. This can be a “grey” area and there is no easy answer. I’m Jewish, and Israeli (most of my family is still in Israel), and before I started Taboola I spent seven years as an officer in the Israeli Army. As you might expect, and as I’m willing to share, I have my own opinions about matters related to my country, my religion, and the recent US election. But our position as a company has taught us—and me—that it is important to accept and include all opinions on the web as part of the conversation. We have the responsibility to respect and allow them to be shared - as long as such opinions are not fake, deceptive and don’t violate the law. Even if those opinions are very different from my own or from anyones at Taboola. The open web allows many opinions to exist, and we don’t have to like certain opinions more just because they are searchable, shareable or recommendable. But I respect and honor the First Amendment rights because they make us stronger even if—or especially because—we may disagree with content those rights protect. I don’t think we have all the answers; I know we don’t. This is a big topic for every content platform today, and people we all look up to are writing about it, talking about it, and care because it’s essential to a healthy and open web. To answer my first question—are we accountable for what we distribute? Absolutely. This post is written to assure all of you that we’re attentive to the debate, and have a strong point of view regarding our responsibilities. We anticipated this challenging fake news epidemic, and instituted our policies and practices long before the public debate erupted. It’s important that both “tech” and “media” companies come together to address these critical issues now. If you have suggestions as to how we can improve, I’m eager to hear them. Please email us. Thank you for reading this. --Adam Singolda Founder & CEO Taboola --- ### Taboola Signs Exclusive Partnership with TDG, to Grow Native Advertising in CE / SE Europe URL: https://www.taboola.com/taboola-updates/taboola-signs-exclusive-partnership-tdg-grow-native-advertising-ce-se-europe/ Last Modified: 2025-01-14 14:36:59 The article below originally appeared in ThinkDigital on October 19, 2016.  Taboola, the world’s leading discovery platform, today announced its exclusive partnership with TDG, the leading Media & Ad-Tech player in Central Eastern, South Eastern Europe & MENA. The collaboration integrates Taboola’s existing platform with TDG’s network of locally operated websites in CE and SE Europe with the first countries to launch being Cyprus, Greece, and Romania. The deal makes TDG the go to point for local advertisers looking to expand into native advertising. ## Leading marketers and publishers around the world use Taboola’s discovery platform to help distribute their content and monetize their traffic. Powered by predictive algorithmic technology, Taboola delivers personalized content recommendations on some of the most innovative sites around the web through high-impact placements alongside editorial, across all devices. The partnership marks an important stepping stone for content recommendation, as Taboola brings its technology to two of the fastest growing and relatively untapped regions in the world. “Content discovery represents a paradigm shift in the way consumers are finding and consuming content (branded or not) today and Taboola has been leading this change,” said Odysseas Ntotsikas, TDG’s Managing Director and Founder. “We are very excited to see publishers, advertisers and advertising agencies in CE and SE Europe embracing the change and start distributing and monetizing their content in a native way that brings results.” Our CEO Adam Singolda: “In the “Attention Economy” it’s more important than ever before to give brands and publishers a strategy outside of the walled garden platforms to grow their audiences,” said Adam Singolda, Founder & CEO, Taboola. “The competition for users’ attention is fierce, and there is a big opportunity to empower consumers with the ability to discover new content. We are humbled and honored to bring our technology to a new market, where together we can pave the way for a future that is more personalized.” --- ### Taboola Featured (Twice!) in Crain’s New York Fast50! URL: https://www.taboola.com/taboola-updates/taboola-featured-twice-crains-new-york-fast50-2016/ Last Modified: 2025-01-14 14:37:00 Every year, Crain’s New York Business features 50 of the fastest growing companies in the New York metropolitan area. This year, we are humbled and honored to announce that Taboola AND ConvertMedia, who recently joined the Taboola family, are both on Crain’s New York Fast50! ## Taboola came in on the list at #8 while ConvertMedia appeared at #24. Taboola came in on the list at #8 while ConvertMedia appeared at #24, demonstrating significant three-year growth. Crain’s notes that companies on the list “reflect an economy that has produced record job growth.” Crain’s also notes that digital advertising technology is an industry that has dominated the list this year. Note: Crain’s Fast50 looks at three primary things from each nominee: company innovation, winning business strategies and three-year annualized growth rate. Taboola also achieved a landmark milestone earlier this year by crossing the one billion user mark, second only to Facebook, as the world’s largest discovery platform in addition to signing strategic partnerships with major global publishers such as Microsoft’s MSN Worldwide and Verizon’s AOL, furthering the platform’s reach across valuable and highly-engaged audiences around the world. In addition to Crain’s New York Fast50, ConvertMedia, prior to the acquisition of Taboola, was also recognized in the Top 500 of Inc.’s fastest growing companies, Red Herring’s 2016 Top 100 Most Promising Companies in North America, and EContent Magazine’s Trendsetting Products of 2016. --- ### Hot Topics & Best Practices in Advertising Law, Claim Substantiation and Self-Regulation URL: https://www.taboola.com/taboola-updates/taboola-nads-annual-conference-hot-topics-best-practices-advertising-law-claim-substantiation-self-regulation/ Last Modified: 2025-01-14 14:37:00 This week, Taboola’s legal team headed to the NAD’s Annual Conference in New York to join the discussion on “Hot Topics & Best Practices in Advertising Law, Claim Substantiation and Self-Regulation.” The two-day agenda examined new developments in advertising law, reviewed the FTC’s current enforcement priorities, and welcomed lawyers and regulators from more than 150 national brands, media companies, and top law firms. Taboola’s Shelly Paioff, Deputy General Counsel & Head of US Legal, joined Mary K. Engle, the FTC’s Associate Director for Advertising Practices, and Laura Brett, the NAD’s Assistant Director, for a panel titled “But We Need the Answer Now!” Moderated by Ronald R. Urbach from Davis & Gilbert LLP, their discussion focused on how real-time marketing raises the expectation for real-time legal answers and immediate guidance on complex compliance questions. This has been especially demanding as laws on native advertising and proper disclosures are still developing, but together, the panelists reviewed the FTC’s guidance on native advertising, some recent NAD and FTC cases, and Shelly offered Taboola’s real-world business perspective on establishing industry best practices. The biggest takeaways from the discussion: - The growing prevalence of and need to combat “cloakers” (advertisers who want to sidestep consumer protection efforts to run profitable, but deceptive, content that is banned from many networks, like Taboola’s). Shelly outlined Taboola’s top-down compliance approach, which involves company-wide efforts by our product, operations, sales, policy, legal, and network safety teams. - It has also become increasingly important to create a united front on disclosure compliance. This means that we, as content discovery providers, need to join forces with publishers and regulators to present best-practice disclosures in hopes that others in the market who are less transparent about their practices will be encouraged to follow suit and, together, demonstrate successful industry self-regulation. As a reminder, at Taboola we have Advertising Guidelines in place. Among these guidelines, we: - Outline our sponsored content disclosure practices and requirements, as best practices informed by the FTC’s Native Advertising Guidelines and the NAD’s native recommendations - Require that meaningful branding text accompanies all promoted content in our widgets and accurately reflects the source of the promoted content - Ensure that our users find appropriate content, not only on our partner publisher pages, but also on any sponsored content links or advertisements that users may subsequently visit - Prohibit any deceptive advertorial practices If you see something on our network that isn’t compliant, we urge you to send us a note at support@taboola.com so we can investigate further and ensure that we maintain our network integrity for our users, advertisers, and publishers alike.     --- ### Media General Appoints Taboola As Discovery Partner, Reaching Both Local and National US Audience URL: https://www.taboola.com/taboola-updates/media-general-appoints-taboola-discovery-partner-reaching-local-national-us-audience/ Last Modified: 2025-01-14 14:37:00 Today, we’re thrilled to announce a 3-year partnership with Media General, one of the nation’s largest connected-screen media companies. ## Taboola content recommendations integrated with Media General. Under the partnership, Taboola’s personalized content recommendations have been seamlessly integrated across the broadcaster’s station websites, spanning desktop and mobile platforms, and appearing on top local news sites such as KXAN (Austin), WOOD (Grand Rapids), WIVB (Buffalo) and WFLA (Tampa). As our founder and CEO, Adam Singolda shared: “In today’s often-turbulent media ecosystem, scale matters more than ever, and we’re honored to partner with such a forward-thinking company like Media General that has made growth a priority by continuing to transform its business in interesting ways. As the team at Media General focuses on developing its digital business, we will continue to work together on unlocking new ways to monetize and engage their large and varied audience base, matching people with content they may like but never knew existed.” We are honored to have the opportunity to work with a leading news provider like Media General. Operating and servicing over 70 television stations in 48 markets, Media General’s robust portfolio of broadcast and digital properties engages 23 percent of U.S. TV households. The partnership is particularly exciting for us because our predictive engine will be used to present Media General’s diverse audiences with the most relevant promoted stories from around the web. Not only are we creating value for users but we’re generating a significant new revenue stream for the publisher. Win-win. --- ### Paramount and MEC Global Partner with Taboola to Launch “Nativ’Movie” on 20 Minutes to Amplify the Release of Ben Hur URL: https://www.taboola.com/taboola-updates/paramount-mec-global-partner-taboola-launch-nativmovie-20-minutes-amplify-release-ben-hur/ Last Modified: 2025-01-14 14:37:01 To support the French premier of the movie Ben Hur, Paramount decided to promote an article written by the entertainment team of 20 Minutes, the leading free, daily aimed at French commuters. The digital amplification of this editorial content ran from August 30th to September 7th on the Taboola platform. ## Paramount leverages Taboola for sponsored content. In leveraging Taboola’s technology, the content delivered Paramount with excellent performance in terms of visibility, with 25 million impressions on more than 650 media sites in France, including Europe1.fr, MSN, lexpress.fr, and marieclaire.fr. “This innovative content discovery solution pairs up the power of 20 Minutes on the predictive technology of Taboola answered our primary challenges: personalization and audience engagement,” says Myriam Treu, Marketing Director of Paramount Pictures France. “Nativ’movie” is a new joint offering of Taboola and 20 Minutes, which provides a mix of visibility and content recommendation. Dedicated to the entertainment industry, this technology amplifies content for a targeted audience of premium campaigns on all 20 Minutes properties. --- ### ConvertMedia (Now Part of Taboola) Recognized in the Top 500 List of Inc.com’s Fastest Growing Companies URL: https://www.taboola.com/taboola-updates/convertmedia-now-part-taboola-recognized-top-500-list-inc-coms-fastest-growing-companies/ Last Modified: 2025-01-14 14:37:01 We’re excited to share that ConvertMedia, now part of the Taboola family, was named among the top 500 on the prestigious Inc. 5000 list, an exclusive annual ranking of the nation's fastest-growing private companies, now considered the hallmark of entrepreneurial success. ConvertMedia achieved exponential growth by innovating in what’s considered to be the fastest growing market - video, cultivating critical relationships with key digital publishers and industry decision makers. This is the latest in a string of awards and accolades for ConvertMedia in 2016 - earlier this year, the company was recognized as a Red Herring Top 100 North America company and a Trendsetting Product for 2016 by Econtent Magazine. The Inc . 5000 list, ranked according to percentage revenue growth over a three year period, represents the most comprehensive look at the most important segment of the economy—America’s independent entrepreneurs. Companies such as Yelp, Pandora, Timberland, Dell, Domino’s Pizza, LinkedIn, Zillow, and many other well-known names gained early exposure as members of the Inc. 5000. We look forward to building a future that is all personalized, now with video in it! --- ### Taboola Sponsors Machine Learning Projects at Hacktech URL: https://www.taboola.com/taboola-updates/taboola-sponsors-machine-learning-projects-at-hacktech/ Last Modified: 2025-01-14 14:37:01 Taboola was excited to sponsor the recent Hacktech Hackathon at the California Institute of Technology in Pasadena, CA. Over 500 students from around the country came together for the event, an intense 36-hour competition where teams of up to four students hacked away through the night, submitting nearly 100 tech projects for prizes topping $32,000. Each team came to the competition with a rough project idea and worked to build from it a functioning prototype. With high-value credits from sponsors and cash prizes at stake, teams realized and refined ideas they had previously only theorized. Taboola’s sponsorship focused on the best use of machine learning, big data, or data processing; nearly a quarter of all projects applied for our prize. One team created a way to provide secure encryption that ensures recognition of a user's precise handwriting style (using a neural network and Synaptic touch sensor). Another team combined a Microsoft Kinect with machine learning to understand and analyze a person’s posture as they worked. We also saw a fun project which utilized a muse headband (or EEG brain sensor) and machine learning to create a new kind of lie detector test. Given each project’s level of sophistication, and the short time frame allotted for producing a workable prototype, it was easy to forget that the participants were still students, a fact only hinted at by the Hackathon’s intermittent donut runs and game breaks. Ultimately, the award for “Best Use of Machine Learning” went to the SkinDeep team whose web application uses predictive technology to classify skin lesions as cancerous or benign. The prototype allows users to submit a picture of their skin abnormality through a web application interface; then, a set of algorithms extract relevant features from the image and return a classification. The team's technical process to generate this classification proved very impressive. User images are sent to a server for feature extraction, where three self-developed image processing algorithms collect up to nine relevant features, including eccentricity, symmetry, color variation, and more. The image is then sent to Microsoft Azure servers and analyzed by a Two-Class Support Vector Machine, an algorithm that has been trained on a public index of thousands of relevant dermatological images. In return for their winning prototype, each of the SkinDeep team members were awarded with a new drone. The project was created by three computer science majors: Evan Johnson, a freshman at Northeastern University (left); Patrick Pan, a sophomore at Harvard (center); and Ashwin Varma, a sophomore at Rice University (right). Hackathons have become a popular event on college campuses in recent years, attracting competitive students who are excited to show off their tech skills and develop new ones. These events call on hackers to use libraries and interfaces (provided by sponsors or available online publicly) to build a solution to a problem in a limited amount of time. Common interfaces include Google Maps, texting platforms, cloud processing, and hardware sensors. Most participants study computer science at various colleges and high schools around the country (though college students account for the majority of participants). Sponsors often have team members on-site who help mentor hackers as they build their idea into a working project. Hackathons are selective in their admission process, seeking out teams whose ideas exhibit innovation and dedication, and the events are an opportunity for tech leaders as well as students. Representatives from leading tech companies dedicate time towards connecting with students and encouraging high-quality candidates to pursue engineering as a career. In the coming months, Taboola will be sponsoring LA Hacks, one of the largest hackathons in the country, at UCLA. If you’ll be attending the event, don’t forget to stop by our booth to say “hi” while you’re there! (Picture credits: Wolfram, Gemma Busoni) --- ### AMI Selects Taboola to Programmatically Deliver Outstream Video URL: https://www.taboola.com/taboola-updates/ami-selects-convertmedia-now-taboola-programmatically-deliver-outstream-video/ Last Modified: 2025-01-14 14:37:02 ConvertMedia (now Taboola), today announced that it has been selected to provide outstream video units to American Media, Inc. (AMI), the leading publisher of popular celebrity, health and fitness brands in the United States. They reach over 50 million unique monthly visitors. The deal marked the first-to-market launch of ConvertMedia’s innovative Coffee Break Unit, which serves as a desktop screensaver when a viewer is idle or stops browsing in an active tab. Improving and enhancing the digital experience. “AMI is constantly innovating and looking for ways to improve and enhance the digital experience for our users and partners,” said Brian Kroski, Chief Digital Officer at AMI. “ConvertMedia is a valuable partner in helping us find new digital solutions, like the new Coffee Break unit, that work towards our goals while creating new opportunities to drive revenue from our continued digital growth.” “AMI’s willingness to use more innovative outstream video units enabled us to help them achieve their revenue goals quickly,” said Yoav Naveh, CEO, and Co-Founder of ConvertMedia. “Our extensive outstream portfolio of ad units provides publishers with additional opportunities for monetization by accessing a variety of outstream formats, while also managing the user experience with audio controls, skippability controls, quick load time, and frequency caps.” With ConvertMedia’s video ad management platform, publishers and advertisers can vastly expand their supply of quality video inventory. By customizing the user experience alongside revenue optimization using a comprehensive range of outstream desktop and mobile video ad formats, publishers maximize their revenue per user session and advertisers increase viewability, all while keeping the user experience in mind. “We are delighted to support such a high-profile publisher, and this partnership is an illustration of the business benefits we can bring to prominent media companies like AMI,” concluded Naveh. --- ### Taboola-LendingTree Case Study: 65% Lower CPAs With Taboola’s Internal Retargeting URL: https://www.taboola.com/taboola-updates/case-study-lendingtree-achieves-65-lower-cpas-with-taboolas-internal-retargeting/ Last Modified: 2025-01-15 12:02:07 Like many of today’s leading online marketers, LendingTree has ramped up its investment in content-related initiatives. The company’s website offers a wide range of educational materials that connect visitors with relevant and actionable personal finance advice, as well as customized loan offerings. ## Lending tree boosts site engagement with retargeting. These new assets play a big role in boosting on-site engagement for LendingTree, but the company’s marketing team was also looking for ways to promote that content across the web, driving new customer acquisition. Taboola’s discovery platform offered not only a premium site list with highly-engaged audiences, but also a way to navigate one of LendingTree’s biggest challenges: the fact that decisions related to personal finance are often multi-step journeys. Taboola’s Internal Retargeting capabilities enabled LendingTree to strategically promote (and re-promote) its content to new audiences across the web. First, Taboola matched LendingTree’s comparison-style articles with relevant users, educating them about new credit card offerings while also providing ample conversion opportunities. Then, Taboola and LendingTree specifically re-engaged those users that had clicked on a related campaign (but did not convert), driving them towards a more focused landing page that emphasized the main value propositions. Our teams published a case study about the collaboration, which found that Internal Retargeting enabled LendingTree to lower its cost-per-acquisition (CPA) by 65 percent and increase its conversion rate by over 100% across Taboola’s network. Check out the full write up for more details about the partnership, and visit the Taboola resources page to browse our other case studies, data sheets, webinars, videos, and ebooks. ebooks. --- ### Taboola Launches 'Instant' Mobile Content Recommendations for Publishers with AMP URL: https://www.taboola.com/taboola-updates/taboola-and-google-amp-launch-instant-mobile-content-recommendations-for-publishers/ Last Modified: 2025-01-14 14:37:02 At Taboola, our vision is to connect people with information they may like and never knew existed. Think of a search engine, but in reverse -- instead of expecting people to type keywords into a search box, relevant information from across the web can find the right people at the right time. ## We believe that the fast and seamless delivery of information is key to the online user experience. This mission has recently been top-of-mind for our team, as we’ve been working with Google on the Accelerated Mobile Pages (AMP) Project, an open source initiative that enables publishers to create mobile-optimized content that can load instantly everywhere. We’re excited to announce that as a launch partner with AMP, publishers will be able to embed Taboola’s personalized content recommendations on AMP pages, driving users to relevant on-site content as well as sponsored stories from across the web. For the full story on our announcement and ongoing collaboration with Google, check out our first official AMP page here! And stay tuned for more news as we begin rolling out new AMP integrations in the coming weeks with partners such as Business Insider, Die Welt (Axel Springer), ESI (The Independent, London Evening Standard), NDTV, and more. --- ### Taboola and MSN Launch Multi-Year Strategic Partnership, Bringing Native to 50 Global Markets URL: https://www.taboola.com/taboola-updates/taboola-and-msn-launch-multi-year-strategic-partnership-bringing-native-to-50-global-markets/ Last Modified: 2025-01-14 14:37:02 As we officially step into 2016, I can’t think of a better way to kick off the year than with one of our most exciting partnerships since we started Taboola. ## Announcing our partnership with MSN. Today, we’re announcing a multi-year strategic partnership with MSN, owned by Microsoft, one of the most innovative technology companies in the world. Given the latest numbers from comScore, which named Taboola the largest content discovery platform in the world -- reaching 750 million people, and generating over a billion clicks, every month -- this partnership is the largest-ever “global native” deal of its kind, reaching 50 international markets and spanning 24 different languages. Our collaboration with Microsoft will leverage Taboola’s full discovery platform, including: - Taboola Newsroom -- An advanced A/B testing solution that empowers editors with actionable data around what story headlines, thumbnails, and placements generate the maximum engagement. - Taboola Native -- Allowing marketers to reach MSN users through premium and high-impact placements across the homepage, section fronts, and article pages. - Taboola Full Page Personalization -- A way for MSN to create customized designs of their entire site based on real-time data, tailored for each audience segment. - Taboola Audience Exchange -- Enabling publishers to recommend content, products, and services from other sites and partners. Some examples of the unique initiatives we’re collaborating on include using Taboola’s predictive technology to promote Windows 10 upgrades to current Windows 7/8 users, as well as recommending desktop apps and products from the Windows Store that MSN users might like and find useful. This is a game-changing partnership for the global “native” market, and we look forward to working with the MSN team on realizing the full potential of our combined platforms, driving substantial gains in audience growth, engagement, and monetization, and connecting more people around the world with content and products they may like but never knew existed. Microsoft is a big company, but we’ve learned over the past year that they can move as fast as a startup from Tel-Aviv, and we look forward to all that we can create together. Exciting times. To learn more about the partnership, please read the full press release here. --- ### Taboola Welcomes Axel Springer’s DIE WELT to the Taboola Family URL: https://www.taboola.com/taboola-updates/taboola-welcomes-axel-springers-die-welt-to-the-taboola-family/ Last Modified: 2025-01-14 14:37:02 For the past 12 months, Taboola has been steadily focused on expanding around the world – from Latin America to India and Europe, connecting users on virtually every platform with content they may like and never knew existed. As the year comes to a close, I’m very excited to share one of the most important deals of 2015 and a symbol of our expansion into Germany: ## We're announcing our exclusive partnership with DIEW WELT. Today, Taboola is officially announcing an exclusive, 3-year partnership with DIE WELT, one of Germany’s most influential, leading news sites and the flagship digital publication of German media powerhouse Axel Springer SE. As The New York Times recently reported, Axel Springer has been transforming its business, honing in on digital, an approach that can only strengthen the publisher’s already strong and existing business and revenue. We are deeply honored that as part of Axel Springer’s digital strategy, DIE WELT has chosen Taboola to double down on key initiatives such as personalization, native and editorial value. We look forward to working with the entire DIE WELT team on pushing the boundaries of personalization and content discovery, while generating exciting revenue. To learn more about the partnership, please read the full press release here. --- ### Introducing Taboola’s ‘Read More’ for Mobile URL: https://www.taboola.com/taboola-updates/introducing-taboolas-read-more-for-mobile/ Last Modified: 2025-01-14 14:37:03 If you’ve recently read an article on your smartphone from the New York Times, Quartz or The Huffington Post, you may have encountered something like the below: Given the difficulty of engaging and monetizing users on smaller screens, our team at Taboola is constantly working with publishers on thinking strategically about every pixel on the page -- and these buttons can provide many benefits. Data from Taboola’s network have found that 80 percent of Facebook-referred mobile users never see the bottom of the article. This problem persists across many kinds of mobile audiences, who often exhibit flighty types of behavior, skimming a paragraph or two before bouncing back to where they were before. By truncating the page, “Read More” features increase the visibility of below-article modules, such as share tools, comments, content recommendations and other monetization units. The new page layout also improves the user experience for mobile audiences by allowing people to engage with as much of the article as they wish. ## "Read More" Offered to Publishers at No Charge Today, we’re excited to announce that Taboola has developed its own “Read More” feature that allows publishers to seamlessly add this button to their mobile experience and improve the visibility of their below-article modules. This capability is offered to all of Taboola’s partners, free-of-charge, with no additional back-end development work required. Publishers can tailor their “Read More” experience to drive the goals that are most important to their business, whether those be engagement (e.g. number of shares, comments), recirculation (e.g. pages-per-visit, time-on-site) or monetization (e.g. revenue-per-visit). We’ve already seen great results from early tests on partners such as The Associated Press, with RPM boosts of 20-50% and meaningful increases in share tool engagement. As mobile audiences continue to grow around the world, such subtle design changes can have a significant impact on key metrics for publishers. “Read More” is one of many ideas our product team is developing as we continue to think about new ways to engage users on smaller screens. Get in touch with us today to add “Read More” to your mobile site, and stay tuned to the Taboola Blog for more product updates in the near future! --- ### CEO of MediaFuse Discusses Outstream Video URL: https://www.taboola.com/taboola-updates/ceo-mediafuse-discusses-outstream-video/ Last Modified: 2025-01-14 14:37:03 We recently sat down with Paul Salomone, Founder & CEO of MediaFuse to get his take on key issues facing publishers, the opportunity that Outstream video provides and what waits ahead for 2016! ## What types of advertising controls do you think are most important to publishers (audio/frequency, etc.)? Publishers need to be able to manage their programmatic inventory quickly and efficiently. Whether it be blocking specific advertisers just prior to a sales call, stopping disruptive auto play audio ads, or blocking certain categories and buyers preemptive, these controls are vital to a publisher’s success in the programmatic world. ## How long have you been working with ConvertMedia (now Taboola) and which products do your publishers use? We have been working with the company for about a year and a half. We always recommend that our publishers find a way to leverage your technology into their ad tech stack. We have seen great performance with their inline units, expandables, in a banner video, and interstitials. This has proven effective in increasing our publishers’ overall programmatic yield. ## What are the benefits and challenges you/your publishers are facing with programmatic advertising/programmatic video? The digital advertising landscape has changed dramatically over the years. We have been focusing our efforts on ushering our publishers from the old mindset of “remnant advertising” to a much more robust new age “programmatic” mindset. The days of publishers inundating their site with ads and leveraging a slew of “low-fill” ad networks is coming to an end. MediaFuse’s approach to programmatic yield management is to increase the quality of publisher inventory, consolidate all of the moving parts within publishers’ ad servers, partner with top-notch SSPs, leverage 100% fill demand partners and introduce new technology to increase efficiencies. ## Are your publishers interested in adding Outstream video to their offering? If yes, why/to what extent? Outstream video is one of the hottest trends we have seen this year. It is a great way to add incremental revenue to publishers’ programmatic yield strategy. The technology is sleek, non-disruptive to users, and very profitable for our publishers. ## What will be the biggest change to happen to digital advertising in 2016? Header bidding technology has completely changed the game. The standard ad serving “waterfall” approach has proven ineffective in the new programmatic world. Header bidding “flattens the waterfall” and allows valuable top-tier inventory to be placed ahead of direct buys. While the current header bidding technology may be a temporary hack to publishers ad servers, the concept will dramatically change the way publishers manage their programmatic advertising from here on out. ## Tell us a bit about MediaFuse. MediaFuse is a leading ad operations company that services digital publishers. We are your one stop shop for all ad operations needs. MediaFuse develops strategies to manage inventory, optimize programmatic yield, and provide full strategic and tactical services in programmatic sales, operations, and technology. --- ### Taboola Named World's Largest Discovery Platform by comScore, Reaching 640M Global Desktop Users URL: https://www.taboola.com/taboola-updates/taboola-named-worlds-largest-discovery-platform-by-comscore-reaching-640m-global-desktop-users/ Last Modified: 2025-01-14 14:37:03 As we approach the end of the calendar year, I’m excited to share some big news that reflects our team’s hard-fought efforts over the past few months. ## We are the World's Largest Discovery Platform. In 2015, we made international expansion a priority, and Taboolars around the world have helped us expand into major new markets, ramping up operations in Brazil, India, and Germany, signing new strategic partnerships with Chinese search giant Baidu and Korean marketing agency Purplefriends, and expanding on our strategic relationships with Yahoo! Japan and Gruppo Editoriale L'Espresso. The result of that major undertaking is now seen in the numbers. This week, comScore announced that Taboola reaches more unique global desktop users — 639.5 million — than any other distributed content network in the world. These numbers follow previous reports from comScore, which noted that Taboola reaches 86 percent of desktop users in the US (more than Facebook, Google Sites, Yahoo and AOL), and more desktop users in the UK than YouTube or any other competing discovery network. It’s an honor to achieve such a major milestone, but we also know that it is one step on our longer journey: to build content discovery into the next major digital channel, alongside search and social, connecting people around the world with content they may like but never knew existed. We’re excited to continue our work with leading brands and publishers on tapping into the full potential of this new category, increasing audience engagement and uncovering new ways for marketers to promote their stories at scale while driving real ROI. Stay tuned for more news as we enter 2016. This is only the beginning. To learn more about the announcement from comScore, please read the full press release here. --- ### Case Study: Flintobox Grows Children’s ‘Discovery Box’ Subscriptions With Taboola URL: https://www.taboola.com/taboola-updates/case-study-flintobox-grows-childrens-discovery-box-subscriptions-with-taboola/ Last Modified: 2025-01-14 14:37:03 Pioneering a new product concept from scratch is a feat unto itself, but promoting it post-launch poses its own set of challenges. Paid search promotions work well for products or services that consumers are explicitly seeking out, but what if the company’s new offering is something that no one has seen before? Flintobox is a theme-based “discovery box” that curates exploratory activities and games for children between the ages of two and eight. Delivered to customers’ homes as a monthly subscription, each box is tailored around a specific subject, such as “Space Adventure” or “The Little Musician,” and the company has already carved out a successful niche in the Indian childhood education market. In an effort to better educate audiences about its innovative offering, Flintobox invested in robust content marketing efforts, spanning blog content, ebooks and customized landing pages. The company teamed up with Taboola to promote these items on top sites across the web, reaching parents at opportune moments when they were open to discovering new information. Our teams published a case study about the partnership, which has generated a significant uplift for Flintobox’s business. Throughout the campaign, Taboola’s high-quality traffic drove a 20% lower cost-per-acquisition than visitors arriving from any other channel (including search and social), and generated a 15% increase in new subscribers. Check out the full write up -- along with our other case studies, data sheets, webinars, videos, and ebooks -- on the Taboola resources page. Want to learn more about how Taboola can boost your customer acquisition efforts? Contact us today. --- ### Taboola Signs Exclusive Media Partnership with Korean Marketing Agency Purplefriends URL: https://www.taboola.com/taboola-updates/taboola-signs-exclusive-media-partnership-with-korean-marketing-agency-purplefriends/ Last Modified: 2025-01-14 14:37:04 South Korea has long been at the forefront of consumer technology. According to KT Corp’s research center, Digieco, 83% of South Koreans now own a smartphone, making it the country with the fourth-highest smartphone penetration rate in the world. Additionally, as of earlier this year, mobile penetration has officially overtaken that of PCs throughout the country. At Taboola, we’ve seen massive growth in emerging markets such as India, where increased smartphone ownership opens up an array of new opportunities for marketers to reach and engage with mobile-first consumers through content, and ultimately drive commerce. To that end, I’m excited to announce that Taboola has signed an exclusive media partnership with Purplefriends, a full-service marketing agency based in South Korea, and a member of the prestigious Yello Digital Marketing (YDM) group. Purplefriends will be enlisting new Korean brands and marketers to work with Taboola and uncover the power of ROI-driven content marketing. The partnership will focus heavily on mobile and content discovery for both smartphones and tablets. With purchases from mobile devices in Korea already reaching $9.8 billion, Taboola and Purplefriends together have the potential to impact mobile consumer decision journeys – from considering products to purchasing. To learn more about our partnership, please read the full press release here. --- ### Taboola and InMobi Engage Over One Billion Mobile Consumers in 200 Countries URL: https://www.taboola.com/taboola-updates/taboola-and-inmobi-engage-over-one-billion-mobile-consumers-in-200-countries/ Last Modified: 2025-01-14 14:37:04 This year was a tipping point for Taboola, with over half of our revenues now coming from mobile devices. Consumers around the world are spending more time on their smartphones, and in many emerging markets, these smaller screens are the only way that people access the web, presenting both new challenges and opportunities for our publisher and brand partners. While Taboola’s product team has always been focused on creating multi-platform solutions, we’ve also realized the importance of reaching consumers within native mobile app experiences (see our recent work with AP Mobile). Online user behavior varies extensively across the web -- depending on context, device type, referral source, and more -- and people immersed within mobile apps have proven to be particularly engaged, which makes these partnerships so valuable. Today, I’m excited to announce that Taboola has teamed up with InMobi, one of the world’s largest mobile advertising platforms. InMobi operates an innovative commerce platform that integrates seamlessly into over 700 native mobile iOS and Android apps, spanning news, information, entertainment, sports, messaging, and more. The platform presents audiences with targeted product recommendations, within the native mobile app environment, providing value to users and enabling mobile developers to better monetize their products. Now, through our new partnership, we’ll be sharing Taboola’s premium content marketplace with InMobi’s vast network of consumers around the world, spanning over one billion mobile users across 200 countries. This truly is a first-of-its-kind collaboration, bringing together two global discovery-focused companies to engage with mobile consumers on an unprecedented scale. It’s been incredible to watch InMobi’s sky-rocket growth over the past year, evolving into a major global advertising platform. We’re honored to work with them on bringing discovery to more users around the world, and look forward to seeing where the partnership takes us in the coming months. To learn more about our partnership, please read the full press release here. --- ### Events Roundup (10/12 - 10/16): Taboola Visits AdTech London, Portada's Advertising and Media Forum, & More URL: https://www.taboola.com/taboola-updates/events-roundup-1012-1016-taboola-visits-adtech-london-portadas-advertising-and-media-forum-more/ Last Modified: 2025-01-14 14:37:04 Last week, Taboolars were busy attending industry events around the globe, from New York City to Mexico City and London. Below is a brief recap of each event, along with photos and a special video (in French) with coverage from September's Paris Retail Week 2015. Ad: Tech 2015 (London) As data, content, and technology merge closer than they ever have before, this year’s Ad:Tech conference in London brought together leading experts from advertising and technology sectors to discuss the challenges, trends, and opportunities facing the marketing industry as a whole. Over 300 brands, agencies and media owners were present for compelling keynotes and panel discussions. Taboola was on hand at Stand #314 with the ever-so-popular Zoltar to help engage visitors and predict the future. The classic animatronic fortune teller machine found in arcades became famous in the 1988 film, Big, starring Tom Hanks, and remains an iconic piece of movie history today. Content Rising Summit by Skyword (New York) Senior level marketers gathered at New York City’s Four Seasons Hotel for an interactive workshop featuring top level executives from across the content marketing industry. Taboola’s Demand Partnerships Manager, Ben Tomaszewski, gave an insightful presentation about how content discovery can help marketers reach and engage more consumers at scale, increase desktop and mobile site traffic, and ultimately boost conversions. #PortadaMex 2015 (Mexico City) Taboolars also visited Mexico City for Portada’s 5th Advertising and Media Forum, where brand executives and agencies convened to learn about social media and marketing opportunities, the role of online video, and more. While there, Taboola's Media Team extraordinaires, Melody and Juan Carlos, took the city by storm and met with several prospective and existing partners. Taboola On French Business News TV Taboola was featured on French television last week as part of BFM TV’s comprehensive coverage of Paris Retail Week 2015 which took place in late September. At the event, Taboola's Head of France and Europe Sales Research, Harry Levy, spoke to an audience full of marketing directors and retailers about how content discovery can help boost sales, brand awareness, and conversions. --- ### Euronews Zeroes In On Video, Goes Beyond YouTube With Taboola URL: https://www.taboola.com/taboola-updates/euronews-zeroes-in-on-video-goes-beyond-youtube-with-taboola/ Last Modified: 2025-01-14 14:37:04 If you live in Europe, you probably already know that Euronews is the continent’s most-watched television news channel, as well as one of the most popular multilingual global news sites in the region. What you may not realize is that Euronews also boasts a major online video presence. Last year, the publisher announced a record 13.6 million unique visitors on YouTube, and today that presence spans over 30 YouTube channels and 900,000 total subscribers. Building on this success, Euronews is now looking to expand its video viewership beyond YouTube, developing new audiences on its owned and operated digital properties. Today, I’m very excited to announce that Taboola has teamed up with Euronews to boost efforts around accomplishing this mission, leveraging our personalized content recommendations to increase on-site video engagement and monetization efforts, across desktop and mobile. Taboola’s predictive technology has long been rooted video, which is the first content format we “cracked the code” around before widening our focus to include articles and photo galleries. We made video our priority not only because our team was interested in the technical challenge, but also because we recognized that the format will become increasingly important in a web that is driven by mobile. The team at Euronews has done a fantastic job building an online audience around its leading video content. Now, we look forward to working together on taking those efforts to the next level, using personalization technology to develop new and more highly-engaged audiences on its digital properties across the web. To learn more about our partnership, please read the full press release here. --- ### NFL and NBC Sports Discuss Digital Media Playbooks at Taboola HQ URL: https://www.taboola.com/taboola-updates/nfl-and-nbc-sports-discuss-digital-media-playbooks-at-taboola-hq/ Last Modified: 2025-01-15 11:39:14 https://youtu.be/6G9yJg0BogA Sports fans are some of the most voracious consumers of digital content on the web today. Nielsen’s “Year in Sports Media Report,” published earlier this year, found that fans consume close to eight hours of sports-related content each week. These habits are particularly pronounced on mobile, where fans use sports-related apps twice as much as the average user, and time spent in such apps have jumped 210% in the last year (according to data from eMarketer/Flurry). With such an engaged audience, the sports industry provides an interesting lens through which to view many of the ongoing trends in the digital media space. To learn more about how some of the industry’s leading companies approach these topics, we hosted our latest Taboola Talks on “Tackling Sports in the Digital Era: How Technology is Changing the Game.” Joining us for a special panel discussion was Troy Ewanchyna, Vice President and GM of NBCSports.com, and Blake Stuchin, Director of Digital Media Business Development at the NFL. The event was hosted at Taboola’s global headquarters in New York City, with over 110 attendees gathering to learn more about how two of the sports industry’s leading companies think about and balance the transition from traditional media towards digital. ## TV Is Far From Dead, And Live Events Are Growing Despite calls from industry analysts that “cable-cutting” is on the rise, both Blake and Troy affirmed that TV remains a dominant force in the media industry. Troy mentioned the formidable size of traditional broadcast businesses, including NBC Sports’ parent company Comcast, which reports $12 billion in revenue each quarter. And while consumers shift more of their media viewing to services like Hulu and Netlfix, Blake explained that live events represent a category of broadcast programming that is actually growing. Evidence of this trend can be seen in the popularity of high-profile reality TV and award shows that continue to attract record-breaking audiences, and live sports accounts for a significant portion of this segment. Blake noted that 45 of the top 50 most-watched fall programs last year were NFL games. ## Livestreaming: Opportunity or Threat? Ever since home broadband connections could support high-quality streaming video, many sports fans have wondered if it’s just a matter of time before games will be livestreamed across the web. But for companies like the NFL and NBC Sports, whose core businesses are heavily intertwined with existing broadcast deals, such a prospect can be tricky. Blake explained that most of the NFL’s current revenue comes from TV licensing, which means the league must be strategic about exploring livestreaming opportunities, in order to protect their existing business. One way his team has been able to limit this risk is by experimenting with exclusive opportunities or projects, such as the NFL’s partnership with Yahoo which will serve as the exclusive livestream partner for the league’s annual game in London on October 25th. Troy recalled that NBC Sports has offered livestreaming products since 2009, and his team has also experimented with specific projects, such as NBC Sports’ partnership with YouTube in 2012 to stream the London Olympics. While such initiatives used to be a differentiator, they are now becoming somewhat commoditized, and consumers increasingly expect to watch their favorite teams whenever and however they want. For companies like the NFL and NBC sports, livestreaming will require a careful balancing act over the next decade, one that the industry and consumers alike will be closely watching. ## “Disruptive” Media Has Only Increased Live Viewership Similar to the anxieties that often surround livestreaming, Blake reminded the audience of other “disruptive” offerings whose doomsday scenarios haven’t been fully realized. When professional sports leagues began sharing “highlight” clips with news channels, people worried that no one would bother tuning into the live games anymore. A similar concern arose when the NFL introduced its RedZone offering, a free livestream that bounces between every NFL game on Sunday afternoons, broadcasting only the score-worthy moments when a team is approaching “touchdown” territory. Despite insider predictions that new digital offerings may distract or detract from professional sports’ leagues core products, Blake noted that live viewership has only increased over the past two decades. As sports companies experiment with new and innovative media, such as the NFL’s “behind-the-scenes” looks on Snapchat, or the rapid growth of online fantasy sports (NBC Sports has a strategic investment with daily fantasy sports company FanDuel), the smarter argument may be that such offerings only serve to strengthen team fandom and engagement. Rather than cannibalizing existing revenues, digital media may in fact be a necessary and strategic partner in growing those businesses over the long-term. --- ### Taboola and American Media, Inc. Bring Discovery to Popular Entertainment & Lifestyle Brands URL: https://www.taboola.com/taboola-updates/taboola-and-american-media-inc-bring-discovery-to-popular-entertainment-lifestyle-brands/ Last Modified: 2025-01-14 14:37:04 With the increased competition for attention in today’s digital landscape, it can be especially difficult for publishers to break through and join the conversation around the culture’s most talked-about topics. American Media, Inc. (AMI) has a long history of doing this through its widely-circulated print periodicals, and now they are replicating that success for the web, transforming its popular media brands into some of the fastest growing online destinations in their respective categories. I’m excited to announce that, earlier this morning, Taboola signed a new, two-year partnership with AMI to bring our content discovery technology to its leading roster of sites, including Radar Online, Men’s Fitness, Star, OK! Magazine, National Enquirer and Muscle & Fitness. In addition to implementing our personalized content recommendations, AMI will be exploring other aspects of Taboola’s discovery platform as a means to boost engagement and monetization across its network. These include Taboola’s Audience Exchange™ architecture, a flexible and easy-to-use dashboard that allows publishers to manage and optimize the flow of traffic across its network, and Taboola Native, a white-labeled version of our discovery platform that empowers publisher sales teams to directly sell sponsored content campaigns at scale. We’re honored to be chosen as the exclusive discovery partner for such a leading media company as AMI, and look forward to working together on bringing personalized experiences to its large and dedicated audience. To learn more about our partnership, please read the full press release here. --- ### Taboola and NDTV Sign Largest Deal Ever in Indian Digital Media Market URL: https://www.taboola.com/taboola-updates/taboola-and-ndtv-sign-largest-deal-ever-in-indian-digital-media-market/ Last Modified: 2025-01-14 14:37:05 As the web becomes more and more fragmented and mobile traffic booms, it is increasingly important for publishers around the world to think about how they can best engage audiences across all platforms, and this challenge has no borders. In India, millions of people are just now starting to get their hands on mobile devices. This single purchase decision has transformed the general population’s access to information and with it, the opportunity for publishers, brands, and marketers to cultivate relationships with millions of new consumers. To that end, we’re excited to announce that Taboola has inked the largest deal in the Indian digital media space with NDTV Convergence, the digital arm of NDTV group. Our exclusive, 3-year deal is estimated to be worth approximately Rs. 90-100 Crores, or $13-15 million USD in revenue share for NDTV. Regarded as one of the most highly respected global publishers in the world, I am humbled and honored to call NDTV an esteemed partner. Taboola will power personalized content recommendations across NDTV’s entire network of desktop and mobile sites, including its flagship domain www.ndtv.com, and help connect over 60 million unique visitors to content they may like and never knew existed. We look forward to working with Vikram Chandra, Suparna Singh, and the entire NDTV team on increasing overall engagement for desktop and mobile audiences. For more details about our partnership, please read the full press release here. --- ### Business Insider Australia Launches Taboola Across Desktop and Mobile URL: https://www.taboola.com/taboola-updates/business-insider-australia-launches-taboola-across-desktop-and-mobile/ Last Modified: 2025-01-14 14:37:05 Last month, we announced Taboola’s partnership with Allure Media, one of the leading digital publishers in Australia, with a network that includes the local editions of popular online titles such as Gizmodo, Lifehacker and Kotaku. Today, we’re excited to celebrate the official launch of Taboola’s personalized content recommendations on Business Insider Australia, another key property in the Allure Media portfolio, and the focus of some recent news regarding a major investment from German media company Axel Springer SE. Since its early days, Henry Blodget and the team at Business Insider have done an incredible job experimenting with new ideas and constantly reiterating, a skill that has become so evidently necessary in the digital media space. Today, the brand attracts a loyal audience with its mix of breaking news, current affairs and lifestyle features for aspirational business leaders. That success has been replicated in Australia, where the local edition reaches over 2 million unique browsers each month. We look forward to working closely with the BI Australia team on providing desktop and mobile audiences with personalized on-site experiences, and helping people discover new content they may like but never knew existed. For more information about our new partnership, please read the full press release here. --- ### Taboola Teams Up With Abrams Media to Power Network-Wide Discovery and Monetization URL: https://www.taboola.com/taboola-updates/taboola-teams-up-with-abrams-media-to-power-network-wide-discovery-and-monetization/ Last Modified: 2025-01-14 14:37:05 Over the past few years, it’s been exciting to watch Dan Abrams grow his company from an upstart into a fully-fledged digital media business. The level of competition for online audiences grows more intense each year, which has made the rapid ascent of his group all the more remarkable, fostering loyal and engaged readerships on sites like Mediaite, The Mary Sue, Styleite and The Braiser. Yesterday, Taboola announced an exciting new partnership with Abrams Media to boost content discovery and monetization efforts across its network of popular sites. Taboola’s predictive technology will power personalized recommendations alongside editorial, on both desktop and mobile platforms, presenting audiences with both in-network content as well as promoted stories from across the web. Abrams Media reaches some of today’s most passionate online audiences, and we look forward to working with Dan and the rest of his team on matching those valuable readers with personalized experiences, helping people discover more content they may like but never knew existed. To learn more about the details around our partnership, please read the full press release here. --- ### Q&A Preview: Join Taboola at Content Marketing World 2015 for ‘Content That Converts’ URL: https://www.taboola.com/taboola-updates/qa-preview-join-taboola-at-content-marketing-world-2015-for-content-that-converts/ Last Modified: 2025-01-14 14:37:05 Next week, over 3,500 people -- spanning marketing and PR professionals, business executives, content managers and creators -- will gather in Cleveland, Ohio for Content Marketing World 2015. Hosted by Content Marketing Institute, the four-day event (Sept 8-11) attracts attendees from all industries to share best practices around how companies can use content to drive new business and differentiate their brand amidst a crowded marketplace. We’re very excited that Taboola was invited to host a “lunch and learn” session on How to Create Content that Converts, Drives Positive ROI. The presentation will include several practical case studies featuring companies that built successful performance-driven content strategies, while also sharing our best practices on topics such as content ideation, landing page optimization, A/B testing, and more. The session will take place on Wednesday, September 9th at 12:30 PM, presented by Andrew Milk (Director of Media Account Management) and Inbar Yagur (Senior Content Strategist). As a sneak peek into the topics being discussed, we asked Andrew and Inbar to answer a few questions about the state of content marketing today, and where it might be headed in the coming year. Q: Why haven't more companies evolved their content marketing strategies to focus on driving conversions? Many companies start a content marketing initiative without really knowing what to do and how to measure a “return on investment” (ROI). “Content” can also be a daunting concept, seeming nebulous or artistic, and not immediately relevant or connected to marketing goals. But the truth is, content can drive a broad range of conversions (e.g. actions), ranging from a visitor inputting his or her email address, to viewing a product video, to making a purchase. If you can define a desired action, and craft your content around driving towards that action, you are well on your way creating a content campaign that can scale and drive real business. Q: What is the biggest obstacle for a marketer in transitioning from "brand awareness" campaigns to more performance-driven efforts? We’re going to cheat and point out two... The first issue is focusing your goals. As mentioned above, a performance campaign is not always about a sale. On the other hand, you can't expect all content to be all things. One piece of content can't drive purchases, and leads, and social shares, and new visitors. It's about moving from the macro to the micro in your thinking. Once you have a look, an editorial voice, and a big picture in place, you can plan out article-by-article to make sure each piece of content is driving a specific action. The second issue revolves around reconciling editorial concerns with the “sales” angle of a piece. We often see marketers at odds with blog writers, and there is an underlying perception that a performance-driven content piece can't have a clear editorial voice. That is very far from true. Not every sales pitch has to be written like a spammy banner ad. There are plenty of ways to blend both interests in an efficient and seamless manner. It's just a question of communication, and pushing away the misconceptions around performance content in general. Q: Are there specific businesses or industries where you've found performance-driven content to be especially effective? The truth is that, given the right content strategy, almost anything can work. We’ve seen performance-driven content drive results for everything from personal razor products to real estate. The most prevalent vertical right now may be personal finance, but we’re also seeing a boom in the online retailing space around areas including subscription services, B2B and entertainment. Q: Has the industry shift toward mobile made performance-driven content easier or harder to promote? Right now, the mobile shift is a huge challenge that everyone is still trying to figure out. It's easy to promote performance-driven content on mobile. The problem is that it's being promoted in a manner that is almost identical to desktop, and that can often be problematic. When promoting on mobile, we strongly encourage A/B testing several different approaches, both on a campaign level and regarding the post-click user experience. Most importantly, don’t lose sight of who your audience is! Are they a 20-something "mobile-first" internet user who doesn't own a laptop? Are they a 40-something working professional on a train, commuting to the office? The situation is different, which means the behavior will be different. It's imperative to adjust your strategy accordingly. Q: What are the key question(s) your session at CMW will answer? - How to build a "micro" content strategy to drive per-article conversions - How to lay out your content on the page in a way that speaks to even the most inattentive user - How to build out a content piece and a call to action that don't feel too aggressive, but are also effective Check out the official CMW 2015 event page to learn more about our panel. And if you’ll be in Cleveland next week for the big event, we look forward to meeting you! --- ### Gawker and Taboola To Host NYC Event on 9/30 Around ‘Personalization for Publishers’ URL: https://www.taboola.com/taboola-updates/gawker-and-taboola-to-host-nyc-event-around-personalization-for-publishers/ Last Modified: 2025-01-14 14:37:05 UPDATE 09/24: NEW SPEAKERS HAVE BEEN ADDED (DETAILS BELOW) Online publishers today are experiencing a complicated relationship with technology companies. The rise of social media giants, from Facebook to Twitter to Snapchat, has created new channels for media companies to reach large audiences. But the personalized feeds of information that define each of those platforms also present an additional source of competition for user attention. As audiences increasingly expect personalized experiences, how can publishers adapt their online properties to not only meet the needs of readers, but also compete with the likes of Facebook? Join us on Wednesday, September 30 at 6:30 PM for an in-depth conversation with some of the leading players in online media today: - Nick Denton, Founder and CEO of Gawker Media Group - Adam Singolda, Founder and CEO of Taboola - Ian Fette, CTO at Gawker Media Group - Daniel Doubrovkine, CTO at Artsy The event will take place at Studio 17, the auditorium at the heart of Gawker’s new HQ in Downtown Manhattan. Audience participation will be strongly encouraged. Hors d'oeuvres and light refreshments will be served. To reserve your spot, please send an RSVP note to: personalize@gawker.com We look forward to seeing you there! --- ### Events Roundup (9/7 - 9/11): Taboola Execs Speak in Las Vegas, Tel Aviv, London and Australia URL: https://www.taboola.com/taboola-updates/events-roundup-97-911-taboola-execs-speak-in-las-vegas-tel-aviv-london-and-australia/ Last Modified: 2025-01-14 14:37:05 Last week, Taboolars appeared at several leading media and technology conferences around the world, across North America, Europe, the Middle East and Asia-Pacific. Below is a quick recap of each event, along with photos and relevant discussion that each session inspired on social media. Media Tech Summit 2015 (Las Vegas) Taboola’s founder and CEO, Adam Singolda, joined a select group of senior executives, investors and entrepreneurs in Las Vegas for the annual Media Tech Summit. This year’s gathering was focused around data science, and Adam was featured in the opening panel on “The Future of Media: New Consumption Experiences, New Ad Units, New Monetization.” Moderated by Andrew Cleland, Managing Director at Comcast Ventures, the panel included executives from Under Armour and Electronic Arts, and focused on the ways that data can enable companies to better segment their audiences and provide personalized experiences for users. https://twitter.com/DZiewacz/status/641736277239316481 https://twitter.com/shellypalmer/status/641714582180925440 DLD Tel Aviv Innovation Summit 2015 Taboola’s president and COO, Eldad Maniv, was featured on a panel discussing the “Threshold to Success,” drawing on his extensive experience building technology companies in the US and in Israel. The panel was moderated by Nils Larsen, Business Development Partner at HIRO Media, and included top executives from companies such as Microsoft, TechCrunch, PlayBuzz, and more. iMedia Brand Summit Australia 2015 Following his presentation at the iMedia Brand Summit in Goa, Taboola’s Joe France -- Director of Sales and Partnership Management at Taboola APAC -- hosted the first luncheon presentation at iMedia’s partner event in Gold Coast, Australia. Joe’s session focused on the amount of data that Taboola’s platform provides to our partners, challenging the assumption that content marketing success often has a random or “luck” aspect to it. While marketers may stumble into unlikely success stories, a smart content strategy can leverage data and extensive A/B testing to make that success repeatable and scalable in the future. Mobile Marketing Finance Summit (London) Serving as an “official partner” for the event, Taboola hosted a session at the Mobile Marketing Finance Summit in London around how companies can create content that drives conversions and sales. Finance has been a rapidly growing space for content marketing, and two of Taboola’s London-based media experts -- Darren Elliott (Sales Manager, Sponsored Content & Media) and Teddy Ludmer (Senior Account Manager) -- led the presentation and shared best practices with the many top banking and financial institutions in attendance. https://twitter.com/MMMagTweets/status/641903341258321920 Content Marketing World 2015 (Cleveland) Last Wednesday, Taboola hosted a “lunch and learn” session on “How to Create Content that Converts, Drives Positive ROI.” The presentation used practical case studies to show how A/B testing, landing page optimization, and more, can drive successful performance-driven campaigns for companies. Presenters included Andrew Milk (Director of Media Account Management) and Inbar Yagur (Senior Content Strategist), and our previously published Q&A post with the two content “gurus” sheds light on the state of content marketing today, and where it’s headed in the coming year. https://twitter.com/burioste/status/641664464132157440 https://twitter.com/twoislikeme/status/641662469488922624 https://twitter.com/shawn_turner1/status/641657868471693312 Want to find out where Taboola is headed next? Check out our Events Page for more information on upcoming appearances! --- ### Events Roundup (08/31 - 09/4): Taboola Shares ‘Discovery’ Story at iMedia Brand Summit in Goa URL: https://www.taboola.com/taboola-updates/events-roundup-0831-094-taboola-shares-discovery-story-at-imedia-brand-summit-in-goa/ Last Modified: 2025-01-14 14:37:06 Last week, several members from Taboola’s Asia-Pacific team were on-site at the iMedia Brand Summit in Goa, meeting with some of India’s most influential marketers and exchanging thoughts on how the digital media industry is evolving throughout the country. The three-day event, hosted at the beachside Alila Diwa Goa resort, included keynote speeches from executives at leading companies such as BBC News, Samsung, Forrester Research and IBM. The event also featured a session led by our own Joe France, Director of Sales and Partnership Management at Taboola APAC. Speaking in front of an audience of over 70 top brands, Joe walked through the fundamentals of Taboola’s algorithm and the ways that content discovery can enable brands to reach consumers through in-depth storytelling. While many of the brands in attendance were focused on the data segments of customers they already knew, Joe explained how “discovery” can engage with a much broader pool of consumers who may be interested in a product or service even if they never knew it existed. The presentation illustrated this idea by drawing on Taboola’s recent case studies with clients such as Whirlpool and Amura. Joe’s speech also responded to one of the summit’s major overarching themes: the tremendous growth and importance of mobile throughout the region. In a rapidly-emerging economy like India, where people can buy a smartphone for less than $70 USD, mobile is often the primary way people access and consume online media. Leveraging the power of discovery platforms like Taboola, brands can engage audiences through content that is optimized for mobile devices, sometimes performing even better than related desktop campaigns. As the Indian digital media space continues to boom, Taboola is excited to expand our work with partners throughout the region, unlocking new strategies for brands to connect storytelling to real and scalable ROI. Want to find out where Taboola is headed next? Check out our Events Page for more information on upcoming appearances! --- ### Welcoming Johnston Press, Leading UK Publisher of Over 200 Local Publications and Websites, to the Taboola Family URL: https://www.taboola.com/taboola-updates/welcoming-johnston-press-leading-uk-publisher-of-over-200-local-publications-and-websites-to-the-taboola-family/ Last Modified: 2025-01-14 14:37:06 Earlier this morning, we announced our exclusive, multi-year partnership with Johnston Press, one of the UK’s largest local and regional multimedia organizations with 20 million unique visitors every month. As part of the collaboration, Taboola’s personalized content recommendations will be integrated across Johnston Press’ network of over 200 desktop and mobile sites, including The Scotsman, The Yorkshire Post, Belfast Newsletter and The News, Portsmouth, driving audience engagement and creating a significant new revenue stream for the publisher. As mobile traffic becomes more and more important to Johnston Press, Taboola’s predictive technology, which is fully optimized for both desktop and mobile devices, has served as a valuable multi-platform solution for the publisher. In fact, mobile traffic now accounts for 48% of all traffic in the UK, according to a report by UK-based internet marketing firm Affiliate Window. Johnston Press has a long history of serving high-quality content to audiences throughout the UK, dating back to its earliest print newspapers and periodicals. We look forward to working with Jeff Moriarty, and the team, on the next big push around the publisher’s hyper local digital transformation, and connecting new readers with content they may like but never knew existed. To learn more about the details around Taboola’s partnership with Johnston Press, please read the full press release here. --- ### Taboola Partners With Allure Media, Connecting Aussie Audiences With Content They May Like URL: https://www.taboola.com/taboola-updates/taboola-partners-with-allure-media-connecting-aussie-audiences-with-content-they-may-like/ Last Modified: 2025-01-14 14:37:06 Today, we’re excited to officially announce a new partnership with Australia’s fastest growing publisher: Allure Media. Reaching over 8 million unique browsers in Australia every month, Allure Media’s network includes some of the most innovative publishers on the Web, such as the Australian editions of Business Insider, Kotaku, Gizmodo, Lifehacker, POPSUGAR, ShopStyle, and more. Over the next few months, Taboola’s personalization technology will be seamlessly integrated across several of Allure Media’s sites, on both desktop and mobile platforms, engaging the publisher’s influential audiences with content they may like and never knew existed. We’ll also be collaborating with Allure Media’s editorial team to uncover new insights around how users behave across the network, boosting audience engagement and generating meaningful revenue. Our partnership with Allure Media signifies Taboola’s ongoing commitment to expanding our digital footprint in Australia. To learn more about the details around our partnership, please read the full press release here. --- ### Taboola and Ziff Davis Connect Brands for the 1st Time with High-Intent Tech/Gaming Audiences At Scale URL: https://www.taboola.com/taboola-updates/taboola-and-ziff-davis-connect-brands-for-the-1st-time-with-high-intent-techgaming-audiences-at-scale/ Last Modified: 2025-01-14 14:37:06 Ziff Davis CEO Vivek Shah has done a remarkable job transforming the 88-year-old publisher into a digital-first media organization. The company’s portfolio of sites reaches some of the web’s largest and most influential audiences, and includes trusted brands such as PCMag.com and IGN.com, and popular lifestyle sites like AskMen.com. Today, we’re excited to announce that Taboola is teaming up with Ziff Davis to bring content discovery to its entire network of sites, reaching over 120 million monthly unique visitors, spanning desktop and mobile websites, and native mobile apps. We believe there is an untapped opportunity for brands to engage these audiences through ROI-driven storytelling. Tech and gaming enthusiasts browse their favorite sites with high-intent, and targeted content can be the catalyst that helps them discover and purchase new products and services they may like and never knew existed. This is the first time that brands have been able to reach such intent-driven audiences at scale through storytelling, and sites like PCMag.com and IGN.com attract some of industry’s most sought-after influential consumers and early adopters. We look forward to working with Vivek, Anurag and the Ziff Davis team on unlocking the full potential of this new partnership, and creating innovative opportunities for brands to engage with these valuable audiences. To learn more about our partnership with Ziff Davis, please read the full press release here. --- ### Taboola Named Exclusive Discovery Partner Across Gannett Network Including USA TODAY URL: https://www.taboola.com/taboola-updates/taboola-named-exclusive-discovery-partner-across-gannett-network-and-usa-today/ Last Modified: 2025-01-14 14:37:07 Today, we announced an exclusive, three-year partnership with Gannett Co., Inc. to integrate Taboola’s discovery platform across their network of digital publishing assets in more than 110 markets. Gannett is one of the world’s leading media companies, featuring some of the most trusted names in news, including USA TODAY, and we’re honored to be working with such a talented team of people. Together, we’ll bring personalized content recommendations to Gannett’s audience on all platforms, and empower editorial teams with insights around how consumers are behaving across the network. We’ll also be experimenting with some exciting initiatives around audience segmentation, leveraging data to adapt the on-site experience for different groups of users. This type of next-generation personalization has become a key priority for us in years to come at Taboola as we see the web grow increasingly fragmented. When we started our mission around “discovery” over eight years ago, the web was a much simpler place. People used to search, read and surf the web from a big screen. Nowadays, they arrive at publishers’ sites from Facebook and Twitter, using tablet and mobile devices, watching videos and flipping through galleries. But publisher websites still look the same to all of us, and we think that will change. We’re thrilled to collaborate with Gannett’s team on bringing discovery to new audiences, and exploring innovative ways of engaging with readers on a deeper level. Stay tuned for more updates as we begin rolling out these initiatives! To learn more about our partnership with Gannett, please read the full press release here. --- ### The Associated Press Powers Native Mobile App Monetization With Taboola URL: https://www.taboola.com/taboola-updates/the-associated-press-powers-native-mobile-app-monetization-with-taboola/ Last Modified: 2025-01-14 14:37:07 Earlier this morning, we announced an exclusive, 2-year partnership with The Associated Press, the largest U.S.-based news agency and one of the most respected and trusted sources of independent news in the world. In our work together, Taboola’s personalized content recommendations will appear across the AP’s desktop and mobile websites, as well as in APMobile, the AP’s native mobile app for global and local news which has been downloaded over 13 million times. This is a huge step for publishers worldwide, as more and more are making mobile app monetization a growing priority. We’re excited to collaborate with The Associated Press on improving the in-app user experience, driving both engagement and revenue goals, and creating new value for AP’s readers and members alike. To learn more about Taboola’s partnership with The Associated Press, please read the full press release here. --- ### Taboola Native: Premium Real Estate on World’s Largest Discovery Platform URL: https://www.taboola.com/taboola-updates/taboola-native-premium-real-estate-on-worlds-largest-discovery-platform/ Last Modified: 2025-01-14 14:37:07 Earlier this month, we announced Taboola® Native, the latest addition to Taboola’s discovery platform, and an extension of our long-standing mission to help publishers better monetize their sites and marketers reach high-quality audiences across the web. As more and more companies adopt content marketing strategies, Taboola Native gives brands a powerful new way to reach audiences through exclusive in-feed and mid-article placements, on top publisher websites, across all devices. These premium real estates offer our partners 100% share-of-voice, maximum visibility, and the opportunity to generate higher CTRs and deeper engagement for their promoted stories. Taboola Native also includes more prominent and customizable interfaces on mobile, where the majority of audiences are now consuming content. Taboola Native is powered by our advanced predictive engine, and includes comprehensive brand safety features, such as negative keyword targeting and the ability to view performance by publisher site. Taboola also provides full transparency to consumers, following industry guidance regarding labeling and disclosure. With a global network of over 550M unique monthly users, Taboola reaches more desktop users than Facebook in the US and YouTube in the UK. Taboola Native represents the next evolution of our mission, empowering brands to promote their stories through premium real estate across the web. To learn more about how Taboola Native can boost your content marketing efforts, contact us today. --- ### Taboola and DailyMail.com Launch Next Generation of Native Advertising URL: https://www.taboola.com/taboola-updates/taboola-and-dailymail-com-launch-next-generation-of-native-advertising/ Last Modified: 2025-01-14 14:37:07 When I first met with Jon Steinberg, we had a meaningful disagreement. But much like in life, that disagreement has evolved into an especially strong partnership (and friendship). I was already impressed by Jon’s previous work at BuzzFeed where he became known as the “Godfather of Native,” monetizing BuzzFeed without a single banner ad ever shown. Asking him questions over the past few months about what works and what might be broken around Native, I joked that his direct answers made me feel like he is "half Israeli" -- transparent, and to the point. As we talked about the rapid changes sweeping through the web, and his current role as CEO of Daily Mail North America, it became apparent that the category Jon helped pioneer years ago was ready for another revolution, and a big one. We experimented with a new expansion of our Discovery platform as a test on DailyMail.com (announced today as “Taboola Native”). The following Saturday night, Jon called me to say that what was supposed to take weeks, took only a few days, and their native campaigns were already depleted. I loved that -- days versus weeks -- and it proved that we were onto something huge. Combining storytelling with algorithms, driving real scale and ROI for brands. “Taboola Native” is our version of “DoubleClick” for native, free for everybody, enabling publishers to sell both on-site and off-site campaigns directly into premium placements on their site, such as mid-article and across homepages and section fronts. Drawing on Taboola’s network of high-quality backfill content, those placements can also satisfy any unsold inventory and guarantee a 100% fill rate. As industry analysts talk more and more about native advertising, especially as monetization on mobile becomes the main priority for media companies, we think this is a massive opportunity for both publishers and marketers to realize the category’s full potential. Think of all the sponsored stories that appear on your Facebook or Twitter feeds, displaying branded content from all around the web. It’s time we make it possible to move those Facebook campaigns onto our publisher partners, directly-sold, premium-priced, and powered by strong personalization technology. Brands are quickly becoming sophisticated storytellers, hard at work creating videos hosted on their YouTube channel, social pages promoting their various products, company blogs and microsites filled with informative content, and more. Publishers can now take a page from Facebook’s playbook and leverage their own brand, engaged users, and data to promote branded content and generate meaningful revenue while doing it. I look forward to working with Jon and his team on rolling out these exciting new capabilities, and revolutionizing the online media space once again. To learn more about our partnership with Daily Mail, check out the full press release here. --- ### Taboola’s Growth Story Featured On ‘Fast Forward’ Podcast By FOX News URL: https://www.taboola.com/taboola-updates/taboolas-growth-story-featured-on-fast-forward-podcast-by-fox-news/ Last Modified: 2025-01-14 14:37:07 Have you joined the podcast revolution? We have. This week, Taboola founder and CEO, Adam Singolda, sat down with Fox News Reporter Jo Ling Kent for the latest episode in her podcast series Fast Forward. Each week, Fast Forward features movers and shakers from across the tech and media landscape to showcase innovative ideas and how they are shaping our future. In the podcast’s ninth episode, Jo asks Adam what inspired him to start Taboola and how the company has achieved success. You can listen to the entire interview in full by clicking below. --- ### Taboola Expands Strategic Partnership With Business Insider URL: https://www.taboola.com/taboola-updates/taboola-expands-strategic-partnership-with-business-insider/ Last Modified: 2025-01-14 14:37:08 Yesterday, we announced an expansion of our long-standing partnership with Business Insider to drive on-site engagement and monetization through Taboola’s multi-platform, personalized content recommendations. With over 45 million monthly unique visitors, Business Insider is one of the world’s leading business sites, and we are thrilled to work with such a well-positioned and intelligence-driven publisher. Building on our previous work together, Taboola will be looking to deliver new audience development opportunities on Business Insider across all devices, especially around mobile and video which are proving to be key growth drivers for online publishers going forward. More than anything, we’re excited to continue working and innovating with the BI team, and taking part in the next chapter of Business Insider’s remarkable growth story. To learn more about our partnership with Business Insider, please read the full press release here. --- ### Refinery29 and Poshly Talk Data-Driven Content Strategy at Taboola HQ URL: https://www.taboola.com/taboola-updates/refinery29-and-poshly-talk-data-driven-content-strategy-at-taboola-hq/ Last Modified: 2025-01-14 14:37:08 Earlier this month, we hosted our latest Taboola Talks event around the theme of “Data Never Goes Out of Style.” A roomful of attendees gathered at Taboola’s global headquarters in New York City to hear from Jessica Novak, Senior Content Strategist at Refinery29, and Liz White, Head of Strategy and Development at Poshly. The discussion revolved around both the opportunities and pain points of incorporating data-driven strategies into marketing and editorial workflows. Novak and White are enmeshed in these transitions at their respective companies, which have each carved out a valuable niche within the competitive digital media landscape. Refinery29’s scientific approach to audience development (supported in part by Taboola Newsroom), paired with a distinctive editorial voice, have built it into the largest independent fashion and style website in the US. Poshly’s growing and buzz-worthy online platform hosts engaging questionnaires that help beauty lovers discover new products and unlock personalized giveaways. Below are some of the key takeaways from the evening’s conversation, lessons that can be applied to both publishers and marketers as they experiment around the intersection of data science and content. ## Brand Is the Key Differentiator In recent years, the power of social amplification has allowed new sites to scale overnight. Equipped with real-time analytic tools and A/B testing methods, digital upstarts can effectively compete with established media brands in the social stream. “Scale has become commoditized,” Novak told the audience. The implication: brand matters more than ever as a means of standing out amongst the crowd. ## Driving Engagement With New Formats Many online media companies have begun differentiating themselves by innovating around new digital formats. White discussed how Poshly quizzes have established powerful new relationships with consumers, leading to average engagement times of over six minutes, and sessions where users willingly answer hundreds of questions, some of which are quite personal. While many established media companies remain stuck in analog mindsets, digital media players are exploring the full potential of the web’s interactive possibilities. ## Defining Success in a Sea of Data Online media companies today have unprecedented insight into their audiences. Sophisticated metrics such as day-parting and on-site navigation create a real-time story about how audiences consume content. Still, many editorial and marketing teams remain perplexed over the best ways to measure success. Novak and White spoke to the importance of stories having a life outside the site. In many ways, social media shares are becoming a more important metric than page views, but publishers still want visitors clicking through to their own sites. Recently, Novak wrote about the tension between “engineering a story that is both shareable and clicky,” a challenge that Refinery29 has measured through the visits-to-shares ratio (e.g. how many actual page visits does a social share generate). Such insights are not only valuable to publishers, but also to marketers that are hoping to reach high-quality audiences across the web. The success stories of Refinery29 and Poshly show how data-driven strategies can grow audience, on-site engagement, and value to potential advertisers. Although the data is constantly changing, the right strategy can make sense of the noise and provide a path forward. --- ### Baidu + Taboola, Bringing Discovery To China URL: https://www.taboola.com/taboola-updates/baidu-taboola-bringing-discovery-to-china/ Last Modified: 2025-01-14 14:37:08 This morning, we announced that the leading Chinese language Internet search provider, Baidu, has made a multi-million dollar strategic investment in Taboola. As the number one website in China and the fourth most popular website in the world, with billions of search queries daily, Baidu has redefined the global Search industry, and we are honored to name them an esteemed partner. Most importantly, we’re excited to embark on a new journey with Baidu of bringing discovery to China, where mobile is the number one way people access the Internet. As advertisers across the Asia-Pacific region continue to look for new, unique opportunities to reach consumers at scale on mobile, the synergy between Baidu and Taboola will become increasingly important. Today’s announcement is another step towards helping people all across the globe find content they may like and never knew existed. To read more about our partnership with Baidu, please view the full press release. --- ### Taboola and Reader’s Digest Partner For Multi-Year, Multi-Platform Deal URL: https://www.taboola.com/taboola-updates/taboola-and-readers-digest-partner-for-multi-year-multi-platform-deal/ Last Modified: 2025-01-14 14:37:08 When I first met Bonnie Kintzer and Rich Sutton, CEO and CRO, respectively, of Reader’s Digest, it was clear that we shared a vision for connecting audiences around the globe to content they may like and never knew existed. Reader’s Digest, after all, is one of the most reliable and long-lasting publishers around. RD spends meaningful time and energy around keeping people engaged, and are on a mission to create the best user experience possible across all digital fronts. I’m thrilled to say that earlier today, we announced an exclusive, multi-year partnership with Reader’s Digest Association (RDA), to integrate personalized content recommendations and native placements into their entire network of well-established desktop and mobile sites including Reader’s Digest, The Family Handyman, Taste Of Home, Haven Home Media and Taste Network. Together, we will focus our efforts on the new revenue stream and work to optimize recommendations for each site, audience segment, and platform. To learn more about our partnership with Reader’s Digest, read the full press release here. --- ### Taboola Joins PluggedIn Roundtable to Discuss Content Distribution in 2015 URL: https://www.taboola.com/taboola-updates/taboola-joins-pluggedin-roundtable-to-discuss-content-distribution-in-2015/ Last Modified: 2025-01-14 14:37:08 Source: https://twitter.com/pluggedinventrs Last Wednesday, Taboola participated in one of PluggedIn BD’s popular monthly roundtables to discuss the topic of Content Distribution. The wide-ranging conversation included executives from a variety of companies, spanning established media (New York Times, WIRED) to new media (PlayBuzz, Huffington Post) to content marketing firms (NewsCred, Moveable Media) and content distribution platforms (including Taboola). With such a big topic, and a wide cast of perspectives, the discussion underscored how much change is occurring in the online content space, and how the blurring of roles and buzzwords seems to be a constant reality. Jason Sylva, Executive Director of Audience Development at the New York Times, explained how the country’s paper of record is now both a content marketing seller (T Brand Studio is its in-house advertorial team) and a buyer (having placed native ad buys on sites like BuzzFeed). Kik Messenger strategic head Devrin Carlson-Smith confidently predicted that “whoever wins Chat will win Mobile,” and Keywee co-founder Yaniv Makover reminded the audience that just three years ago Facebook was a non-factor in this space. Widespread changes in the roles played by publishers and platforms reflect a media landscape that has become flatter and more fragmented. EngageSimply founder and CEO Judy Shapiro noted that “ is not a new conversation” -- advertorials in the form of shows and specials and magazines have been around for decades. The paradoxical reality is that although we have a new array of tools and platforms with which to speak to audiences, it harder than ever to reach them and engage their attention. This challenge was top-of-mind for many of the marketing executives at the table, whose shared consensus was that moving further through the sales funnel is a top priority for 2015. Andrew Boer, founder of Moveable Media, said that the biggest problem facing brands who have experimented with content marketing is “how to convert those readers into customers.” Ms. Shapiro identified “mid-funnel” as a particular challenge -- the crucial limbo where consumers have entered the “consideration” phase but still often click away before proceeding towards a purchase. Taboola’s Paul Jelinek, SVP of Business Development, suggested that the smartest near-term move would be to focus attention on marketers whose content is most closely aligned with their business goals. These marketers are poised to scale and, in aggregate, make up a critical mass of the market. “Nearly 70 percent of digital advertising is performance-based,” said Jelinek. “Performance marketers are already creating great bottom-of-the-funnel content. The ‘brand’ side is definitely happening, but it’s still in its early days.” Given the amount of disruption in the e-commerce space, it also seems possible that the sales funnel could take on entirely new shapes or permutations. Kelly Gallagher, VP of Content Acquisition at Ingram Content Group, argued that “the funnel has collapsed to purchase,” noting features like Google or Amazon’s “Buy” button that can be embedded directly into social posts. An underlying theme throughout the discussion was the renewed importance of authenticity as brands attempt to engage consumers through higher-quality content. Ashley Healy (VP Sales, DailyWorth) described the need for more creative pathways to conversion, beyond the stale banner ad that leads to a sign-up page. Kik Messenger’s Carlson-Smith suggested “opt-in” arrangements as a great method for ensuring that new relationships with consumers are authentic. Another important factor in the drive towards authenticity is personalization, or the idea of serving distinct experiences and pieces of content for each individual reader. Mr. Makover noted that personalization is very difficult, and “there are few apps or companies that can predict what exactly someone want to read, especially for very customized topics.” Taboola is one of the few companies making strides towards solving this problem, with plans to evolve personalization beyond just content recommendations to comprehensive user experiences. As the online content space continues to grow more cluttered, authentic channels may be even more important than the content itself. Ideal Media CEO Eder Holguin noted that we can already see “certain distribution networks that have powerful niches and positions,” due to the premium real estate they operate on top-tier publishers around the web. Moveable Media’s Andrew Boer noted that despite claims that metrics such as clicks are outdated, they remain a valuable barometer for showing the real movement of an audience. The talk touched on several other themes, each of which -- PluggedIn BD managing director Eli Mandelbaum joked -- could spawn their own hour-long sessions. With so many new publishers and platforms and technologies entering the space, one certainty is that 2015 will look very different than 2014, and we’re going to need several more roundtables to hash it all out. --- ### Founder Confessions from the LDV Vision Summit at NYU URL: https://www.taboola.com/taboola-updates/founder-confessions-from-the-ldv-vision-summit-at-nyu/ Last Modified: 2025-01-14 14:37:09 This past June, I had the pleasure of speaking to an audience full of visionaries, technologists, and budding entrepreneurs at the 2014 LDV Vision Summit in New York City to chat about visual technology and digital innovation. Beyond having a great audience, the event also included some industry experts such as Betsy Morgan of TheBlaze, Tobias Peggs of Aviary, and Magnet Media’s Megan Cunningham among other speakers. Big thanks to Evan Nisselson of LDV Capital and Becca of Cake-Works for having me take part in the event. --- ### Welcoming Perfect Market To The Taboola Family and Bringing Native To Programmatic As Taboola-X | Because We Recommend URL: https://www.taboola.com/taboola-updates/welcoming-perfect-market-to-the-taboola-family-and-bringing-native-to-programmatic-as-taboola-x-because-we-recommend/ Last Modified: 2025-01-14 14:37:09 Seven years ago, we started Taboola, believing that there would be times when we will be overwhelmed with information. Search engines would remain efficient when we know what we are looking for, while in other times, recommendations of different types would help us curate experiences we may like but never knew existed. Our vision was and remains to build a new category, side by side to Search, called Discovery. Instead of people looking for information, have information look for people. Think of everything you could find using a search engine, and then imagine the process in reverse; we envision a world where information is personalized and recommended to you at the right place, and at the right time. Predicting what people may like and never knew existed is no easy task. We spent the first 4.5 years focusing just on cracking the code on how to recommend videos. Then, leveraging the mathematical innovation we developed to recommend videos, we spent the past 2.5 years expanding into articles and slideshows, now serving 150 billion recommendations to 400 million unique users every month. Pursuing our vision to expand the Discovery category and help publishers tap into new markets beyond paid videos, articles, and galleries (Content Marketing) -- we’re excited to announce that we will start recommending Products/Services. To launch our 4th iteration of recommended information (articles, videos, galleries, and now products/services), we’re thrilled to share that we’ve acquired a company called Perfect Market. In the past seven years, Perfect Market’s talented team has developed a disruptive technology that can take existing real estate on a publisher’s site used for performance text advertising and generate an exciting incremental revenue out of the same space. Perfect Market products can be seen today on some of the most innovative and premium sites across the Web such as Tribune, The Washington Post, Fox Broadcasting, and many others. Marrying Perfect Market’s technology with Taboola’s recommendation technology, and fueling it with Taboola’s Native Advertising budgets/ demand -- enabled us to launch Taboola-X. A disruptive Programmatic product, Taboola-X combines both performance text advertising (products/services) and Native advertising (articles, videos, galleries), yielding the best of both worlds for users and publishers. We’ve seen that when Taboola recommends content at the bottom of an article, people have a mindset of discovering additional interesting content. Taboola-X will enable publishers to place IAB/customized units beyond the bottom of article, such as on the right rail, or at the top of the page - and recommend the best of both markets: a product/service users may want to buy or content from around the Web. A brand new type of Performance/Native Programmatic offering. Together with our publisher partners, we’re excited to tap into a $10B performance commerce/services advertising market and, united with Perfect Market’s team, roll out Taboola-X in the coming months. On the demand side, we’ll soon enable marketers to promote products/services on publisher sites using Taboola-X. Marketers can now address the full purchase-funnel, promote content to drive awareness and consideration of their products, and later, promote products to allow interested users to purchase them. All through Taboola-X. We’re excited to have the Perfect Market team join the Taboola family, and together, work on offering a “full page monetization” opportunity for publishers, recommending videos, articles, galleries and now products/services from around the Web. Because We Recommend. --- ### Taboola Talks With Huffington Post CEO Jimmy Maymann And WIRED Spencer Reiss [VIDEO, GALLERY] URL: https://www.taboola.com/taboola-updates/taboola-talks-with-huffington-post-ceo-jimmy-maymann-and-wired-spencer-reiss-video-gallery/ Last Modified: 2025-01-14 14:37:09 We held a fantastic Taboola Talks event a few weeks ago here at Taboola HQ in NY, and we want to thank our special guests Jimmy Maymann of The Huffington Post and WIRED's Spencer Reiss for making the evening both intriguing and fun. We had a great audience and a great discussion about the opportunities and challenges publishers face in building a video business - including why video matters, live video, mobile video and other hot topics. Below are some pics from the event and a 31-minute video of the session in case you missed it. Stay tuned for a follow-up video post we'll be publishing here soon, summarizing a great Questions & Answer (Q&A) session that followed the panel. Enjoy! #TaboolaTalks #ContentYouMayLike --- ### We Have A Dream – Online Video URL: https://www.taboola.com/taboola-updates/we-have-a-dream-online-video/ Last Modified: 2025-01-14 14:37:09 I was invited to moderate a panel this week at Brightcove PLAY, an annual event with some great panelists: - Kate Walters (Senior Director, Video and Photo Products at Gannett Digital) - Jeff Moriarty (Vice President, GM at The Boston Globe) - Peter Cherukuri (SVP of Business Development at POLITICO) - J. Graeme Noseworthy (Strategic Messaging Director at IBM Corporation) I thought I’d pass along some of what our panelists shared with the audience. The panel topic was how to personalize the video experience using data: what matters and what doesn’t. We started by asking if video has lived up to our expectations – if video today is what we thought it would be three years ago. Kate Walters from Gannett said that while video is growing in an exciting fashion year over year, video traffic still lags behind compared to content Page Views – and she would like to see that change. We then switched gears to talk about what signals publishers can use to create content. Graeme from IBM said publishers have an opportunity to take a holistic view by combining multiple signals versus a single input. As an example, we talked about looking at what users like to consume, analyzing what advertisers would want to advertise, and keeping the editorial voice driven by the editorial team. So that’s three signals – people, advertisers and editors. I then asked the audience a question: if a user reads an article about President Obama, would you expect the publisher to recommend more Obama videos or interesting content for that user? A few years ago, I think the answer would have leaned 90% to Obama videos. Today, it was 50/50. Jeff from Boston Globe elaborated that for the most part, publishers would generally prefer to serve interesting content to their users, but they also want the flexibility to focus on contextual topics when it’s appropriate. As an example, in events such as the Boston bombing, recommendations needed to remain contextual. Kate Walters added that in some examples such as USAToday, a right rail unit could be dedicated to recommend contextual content, while end of article would serve interesting content for the user. Lastly, we talked about third-party platforms such as YouTube, asking how and if YouTube can help create the video experience we want for our brands. Peter from Politico made a great comment, saying that it’s a shame if a publisher creates a great video, and nobody ends up discovering it. His point was that if YouTube can illuminate undiscovered content, it can help a publisher build video awareness. That’s valuable, even if the first view is on YouTube. This panel was a great opportunity to interact with the people that lead this space, and I definitely learned a few things. In the end, we all agreed there is a lot of room for “men and machines” to co-exist, whether it’s through data, editorial tools, recommendation engines, third-party platforms or other technologies. We also all agreed that video is strategic and can provide meaningful monetization, both for Desktop and Mobile. And last, we agreed that the video vision is real; we’re just not quite there yet Adam Singolda @AdamSingolda Kate Walter @KateMWalters Jeff Moriarty @jeffmoriarty Peter Cherukuri @petercherukuri J. Graeme Noseworthy @graemeknows --- ### 14 Great Moments From Our First In Series #TaboolaTalks URL: https://www.taboola.com/taboola-updates/14-great-moments-from-our-first-in-series-taboolatalks/ Last Modified: 2025-01-14 14:37:10 We are editing some great material we have from our first TaboolaTalk event, taking place as part of our global headquarters launch in Manhattan. We want to thank our special guests Curt Hecht of The Weather Company & Wired’s Spencer Reiss for a great discussion about leveraging massive content and building a deep local-footprint across multiple platformsn to drive innovation, engagement and new business. Spencer and Curt also talked about the relationship between publishers and agencies, given Curt’s vast background in the agency world. We want to thank all the great people that joined us, and took part in our first event. We had folks from the HuffingtonPost, Bloomberg, Fox Broadcasting, CNNMoney, Time, Mediacom, Dell, Patch, CondeNast, WIRED, DailyMail, Wenner, NFL, CafeMom, and others. Stay tuned for the full video, and pictures we’ll be posting shortly, and in the meantime, see below 14 great pictures from our first in series - #TaboolaTalks. #ContentYouMayLike. --- ### Introducing the "BIG BELL" URL: https://www.taboola.com/taboola-updates/introducing-the-big-bell/ Last Modified: 2025-01-14 14:37:10 At Taboola, we believe being passionate is an important quality, so we make sure we bring it to work ! In this picture, you can see Andrew "ringing the Big Bell". To put it simply, when big things happen, we ring...BIG TIME. Introducing the - Big Bell. Follow Andrew on Twitter --- ## Hubspot ### Deeperdive form URL: https://www.taboola.com/hubspot/deeperdive-form/ Last Modified: 2026-04-16 13:39:19 --- ### Columbia Study Form - DE URL: https://www.taboola.com/hubspot/columbia-study-form-de/ Last Modified: 2026-03-05 14:44:36 --- ### Columbia Study Form URL: https://www.taboola.com/hubspot/columbia-study-form/ Last Modified: 2026-05-19 10:00:30 --- ### Gen AI Ad Maker URL: https://www.taboola.com/hubspot/gen-ai-ad-maker/ Last Modified: 2026-06-22 08:08:29 --- ### 38 Case Studies From Brands That Have Succeeded With Taboola URL: https://www.taboola.com/hubspot/38-case-studies-from-brands-that-have-succeeded-with-taboola/ Last Modified: 2025-01-15 15:45:53 --- ### How to Start a Discovery Campaign From Scratch URL: https://www.taboola.com/hubspot/how-to-start-a-discovery-campaign-from-scratch/ Last Modified: 2025-01-15 15:45:53 --- ### How to Create Genuine Native Content URL: https://www.taboola.com/hubspot/how-to-create-genuine-native-content/ Last Modified: 2025-01-15 15:45:53 --- ### Download the Skimlinks US Q2 2024 Publisher Playbook URL: https://www.taboola.com/hubspot/download-the-skimlinks-us-q2-2024-publisher-playbook/ Last Modified: 2025-01-15 15:45:52 --- ### Download Connexity's US Q2 2024 Merchant Acquisition Playbook URL: https://www.taboola.com/hubspot/download-connexitys-us-q2-2024-publisher-acquisition-playbook/ Last Modified: 2025-01-15 15:45:52 --- ### The Marketer's Guide to the Major Players in Native Advertising URL: https://www.taboola.com/hubspot/the-marketers-guide-to-the-major-players-in-native-advertising/ Last Modified: 2025-01-15 15:45:52 --- ### Download Taboola's Yahoo-Focused Creative Playbook URL: https://www.taboola.com/hubspot/download-taboolas-yahoo-focused-creative-playbook/ Last Modified: 2025-01-15 15:45:52 --- ### Holiday Ad Campaign Checklist URL: https://www.taboola.com/hubspot/holiday-ad-campaign-checklist/ Last Modified: 2025-01-15 15:45:52 --- ### Taboola's Sponsored Content Checklist URL: https://www.taboola.com/hubspot/taboolas-sponsored-content-checklist/ Last Modified: 2025-01-15 15:45:52 --- ### The Marketer's Guide to the Major Players in Native Advertising URL: https://www.taboola.com/hubspot/the-marketers-guide-to-the-major-players-in-native-advertising-2/ Last Modified: 2025-01-15 15:45:51 --- ### Learn More About Reducing Ad Waste URL: https://www.taboola.com/hubspot/learn-more-about-reducing-ad-waste/ Last Modified: 2025-01-15 15:45:51 --- ## Press Release ### Digiday Names Taboola a ‘Top Tech Provider’ on its 2026 Top Workplaces List URL: https://www.taboola.com/press-releases/digiday-top-workplaces-2026/ Last Modified: 2026-07-02 12:31:20 New York, NY - Taboola (Nasdaq: TBLA),  a global leader in delivering performance at scale for advertisers, today announced that it has been named a ‘Top Tech Provider’ on Digiday’s 2026 Top Workplaces list. What:  Each year, the Top Workplaces list honors the companies raising the bar across media, marketing, and technology. This year's honorees share a common thread: a people-first culture, a clear sense of purpose, and a forward-thinking approach to work that drives real business results. When: The winners announcement was made on June 23, 2026. Where: The winners announcement can be found on Digiday’s website here. --- ### Wikitree Selects DeeperDive From Taboola, Gen AI Answer Engine Built for the Open Web, to Connect Readers with Timely, Contextual Answers for Topics They Care About URL: https://www.taboola.com/press-releases/wikitree-selects-deeperdive/ Last Modified: 2026-07-02 10:41:11 New York, NY – Taboola (NASDAQ: TBLA) today announced that Wikitree has selected DeeperDive, a Gen AI answer engine that lives directly on publisher websites and leverages their own content. As part of the agreement, Wikitree will use DeeperDive to increase readership and engagement, while also opening additional revenue streams. As a cornerstone of Taboola’s Agentic roadmap, DeeperDive transforms publishers’ trusted content into an interactive discovery experience, meeting the evolving expectations of readers by allowing them to explore stories with greater depth, trust, and a stronger sense of community. DeeperDive brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists. DeeperDive also prompts questions that may be of interest to readers, delivers direct responses, and surfaces additional context and stories from the same publisher site. “We have spent years ensuring that our content goes ‘from the moment to conversations.’ This has meant creating content that resonates with our growing number of readers. We are now taking a giant leap forward with Taboola and DeeperDive. For the first time, our readers can have conversations with our news directly, discovering more about topics they care about, using an innovative generative AI experience. Taboola was the perfect partner to power this thanks to their rich history in providing technology to publishers,” said Dong-Ki Lee, CEO, Wikitree. “Wikitree is taking their rich history of delivering quality content and with DeeperDive, offering it to readers in a completely new, appealing and innovative way,” said Adam Singolda, CEO and Founder, Taboola. “Publishers who adopt DeeperDive aren’t just keeping up with the GenAI revolution, they’re leading it, on their terms. We’re creating a new user habit, one where readers lean in, ask follow-up questions, and stay to explore. We’re also giving publishers the potential to unlock even more ways to grow.” DeeperDive is built to provide: - Smarter, more diverse answers for readers: Readers receive rich, multifaceted answers, based on Taboola’s advanced AI and real-time insights. - Increased readership and engagement for publishers: Every reader question is met with a clear, intuitive answer, along with links to relevant and timely articles from across the publisher’s site. This keeps users engaged longer and encourages deeper content exploration. - Unlocking high-intent ad revenue opportunities and owning the future with AI agents across high intent categories: DeeperDive has the potential to create a new monetization channel for publishers starting by inserting high-intent ads directly into the AI-powered results page. About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Joins Cannes 2026 URL: https://www.taboola.com/press-releases/taboola-joins-cannes-2026/ Last Modified: 2026-06-18 18:26:53 New York, NY – Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced an upcoming panel at Cannes Lions 2026, which will explore how agentic AI is reshaping performance marketing and the open web. Who: The panel will feature Krishan Bhatia, Chief Business Officer, Taboola alongside Steve Ellis, Senior Executive, Paramount+; Matt Groshong, Business Development Director, AdTech & MarTech, NVIDIA; and Jarrod Martin, Chief Transformation Officer, Omnicom Media. The panel will be co-moderated by Ryan Joe, Editor-in-Chief, ADWEEK and Imran Khan, Founder and Chief Investment Officer, Proem. What: Decoding The Agentic Advantage: Performance and Publishing in the LLM Era will bring together senior leaders from across the advertising ecosystem to examine what it looks like when CTV, the open web, and commerce infrastructure stop operating as separate channels and start operating as a single, agent-ready ecosystem. When: Thursday, June 25, 2026 at 1:00 PM Where: The Adweek House, The Majestic Hotel, Cannes Full agenda here. --- ### Taboola Launches Ad Platform for AI Answer Engines, Conversational AI Offerings, Chatbots, and Virtual Assistants, Powered by the Monetization Behind DeeperDive, One of the Fastest-Growing AI Answer Engines URL: https://www.taboola.com/press-releases/taboola-ad-platform-for-genai/ Last Modified: 2026-06-16 10:08:07 Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced it is opening up the monetization engine behind DeeperDive, one of the fastest-growing generative AI answer engines in the world, to generative AI companies, such as those offering conversational AI, chatbots and virtual assistants. With it, these companies can instantly and seamlessly turn user queries into new revenue opportunities. DeeperDive is a generative AI "Answer Engine" embedded across many of the world’s top publishers that transforms trusted editorial content into an interactive conversational experience, allowing readers to explore stories with greater depth.  DeeperDive also adds a new powerful monetization channel for publishers to capitalize on the growing trend of audiences seeking conversational, AI-driven interactions over traditional content experiences. DeeperDive inserts high-intent ads directly into the AI-powered results page, turning user inquiries into meaningful commercial opportunities. Realize, Taboola’s powerful performance ad platform, is the technology that drives demand from direct relationships with tens of thousands of advertisers to the ads that appear on DeeperDive. With today’s announcement, and the growing demand of AI companies around the world looking to monetize, generative AI-focused platforms can now capitalize on their own user queries to drive revenue, powered by Taboola’s understanding of user behavior. For example, if a user asks a platform about buying a home, the platform can seamlessly surface a highly relevant mortgage advertisement or other advertisements that are likely to result in a conversion, creating a natural blend of utility and monetization. DeeperDive combines large language models, retrieval systems, and Taboola's proprietary intent graph to generate tens of millions of AI-powered answers every month for more than 7 million users. The platform is powered by NVIDIA accelerated computing, enabling high-throughput, low-latency inference at scale. This foundation allows Taboola to efficiently serve millions of AI interactions while continuously optimizing answer quality, relevance, and monetization. “Today’s news is about helping build the economic layer of the AI internet,” said Adam Singolda, CEO at Taboola. “The future of the internet will be increasingly conversational and agentic. While AI companies have made incredible progress building products consumers love, many are still looking for sustainable business models. Consumers won't subscribe to every AI service they use, creating a significant opportunity for advertising and commerce to help fund innovation. DeeperDive has proven that AI experiences can successfully connect users with trusted content and relevant commercial ads. We're now bringing that monetization infrastructure to the broader AI ecosystem, helping AI applications, agents, and LLM-powered services grow while creating value for users, advertisers, and publishers.” Taboola will spotlight this news alongside programming that features brand and publishing executives, as part of Cannes Lions 2026.     About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2025 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### New Study Finds 76% of Advertisers See Performance Gains from Agentic AI; 86% Would Allocate Up to a Quarter of Advertising Budget to the Open Web with the Right Agentic AI Solution URL: https://www.taboola.com/press-releases/agentic-ai-study/ Last Modified: 2026-05-12 13:00:46 NEW YORK, NY  – Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced new research highlighting growing advertiser adoption of AI-powered solutions and increasing interest in applying these capabilities beyond walled gardens. While agentic AI has driven strong performance gains in search and social, marketers are increasingly focused on unlocking incremental growth beyond those channels—especially in environments that can offer similar AI-powered automation. The new study, titled, “The Agentic Advantage in Performance Marketing: Securing Incremental Growth Beyond Search and Social” explores how advertisers are approaching performance in an increasingly AI-driven landscape. Key insights from the research include: - Agentic AI is delivering performance advertising wins, but the benefits are confined to the walled gardens. A significant 76% of advertisers are already seeing meaningful performance uplift from AI-powered solutions, primarily on search and social platforms. - Performance advertisers feel trapped with Agentic AI on search and social. The vast majority (80%) state they would immediately increase their ad spend on the open web if comparable agentic solutions existed, with 86% willing to allocate up to a quarter of their performance budget to the shift. - The biggest advertisers are struggling the most with agentic AI. The number one challenge for advertisers adopting agentic AI is integrating it into existing workflows, but the struggle is disproportionately felt by large advertisers. Only 9% of advertisers spending $300K–$499K per month cite integration as a barrier, compared to a large 74% of companies spending $1M–$4.9M per month who call it the dominant roadblock. “Advertisers of all sizes are leaning into agentic advertising, and the results are following. Our research shows a clear demand for advertisers that want the same "always-on," AI-driven performance they see in walled gardens applied to the open web, however,” said Adam Singolda, CEO of Taboola. “They are looking for autonomous systems that learn continuously, pivot in real time, and turn every impression into a measurable outcome.” In April 2026, Taboola announced Realize+, an agentic solution that uses its supply, first-party data, and AI to scale performance through a Decision Engine that reallocates spend in real time and an Element Generator that automates creative and targeting. The company has now rolled out the Realize+ beta to help advertisers drive outcomes at scale. About Taboola   Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2025 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. *Study methodology: Survey of 200 senior performance marketers at large advertisers and agencies representing organizations with monthly budgets of $500K–$4.9M.    --- ### Taboola Launches Realize+, an Agentic AI System Turning Advertiser Goals Into Outcomes and Expands Agentic Capabilities by Opening its Platform to Claude Skills URL: https://www.taboola.com/press-releases/realize-plus/ Last Modified: 2026-04-28 15:32:52 NEW YORK, NY  – Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced the launch of Realize+, the next phase of Taboola’s performance marketing platform, Realize. https://www.youtube.com/watch?v=8RuFZ8UJZUQ Realize+ is an agentic system that helps performance marketers unlock more conversions beyond search and social. It continuously makes and executes campaign decisions, helping drive incremental results, while reducing manual effort. Taboola estimates that around 80% of marketers would increase investment in the open web if it offered automated, AI-powered campaign solutions that they get from the walled gardens. Additionally, nearly 86% say they would allocate up to a quarter of their performance budgets to the open web if such capabilities were available.* Realize is a technology platform that helps advertisers achieve outcomes at scale, leveraging Taboola’s unique supply, first-party data, and AI. It enables performance campaigns across many of the world’s largest and most trusted publishers, OEMs, and apps. To deliver this, Realize+ is built on a two-part approach:  - The Decision Engine: Within Realize, automatically moves budget in real time to the highest-performing campaigns and opportunities using a new tool called the Budget Allocator. - The Element Generator: Creates and continuously improves ads and targeting, helping campaigns stay effective without manual updates. Together, these capabilities are designed to replicate the performance and autonomy of walled gardens, while providing a direct path to premium inventory and ensuring more budget is spent on outcomes.  Realize is also opening itself to Claude Skills, giving advertisers and agencies a conversational front door to Taboola from inside Claude. The first skill released will handle campaign setup and optimization and it is the first of several skills Taboola plans to release over the coming months, which remove friction for agencies and advertisers standardizing on AI-native workflows. Realize+ has spent several months in beta. Stemming from positive early results, phase 2 of the beta will now be expanding in Q2 with improved models, while also featuring an extensive roadmap throughout 2026. Supporting quotes “Solutions like Realize+ are exciting because they point to a more automated, scalable future for performance on the open web,” said Angela Reyes, Programmatic Lead at Meliá Hotels International. “Tools like the Budget Allocator, which can help shift spend toward what’s working best in real time, have the potential to reduce manual effort while maintaining efficiency—and even help us scale beyond search and social. It’s something we’re eager to explore as these capabilities continue to evolve." “Allocating budget across campaigns in real time is one of the biggest challenges in performance marketing,” said Héctor Vargas Mendoza, Senior Growth Marketing Manager – Team Lead at Sonova Marketing GmbH. “Tools like Realize+ and its Budget Allocator are especially compelling because they have the potential to automatically shift spend toward what’s working best—without constant manual adjustments. That kind of efficiency could be a meaningful unlock for teams looking to drive stronger performance at scale.” "Driving consistent performance at scale requires both efficiency and adaptability,” said Matt Linder, Co-founder at Strand Marketing. “We’ve been encouraged by the early results we’re seeing with Realize, particularly its ability to help optimize campaigns in real time and surface new opportunities for growth. As these capabilities continue to evolve with Realize+, we’re excited about the potential to further streamline execution and drive even stronger performance moving forward." “For years, advertisers have hit a ceiling when trying to scale performance beyond search and social," said Adam Singolda, CEO and founder of Taboola. "With Realize+, we're removing that barrier - bringing automation, intelligence, and true performance to the open web so marketers can drive measurable growth at scale. And by launching Realize+ we're meeting advertisers and agencies where they already work. As the industry shifts toward AI-native media operations, we want Taboola to be the easiest open web platform to plug into any agent, any stack, any workflow." “We’re entering an era where advertising is shifting from manual optimization to fully agentic systems. With Realize+, we’re building intelligent agents that operate continuously on behalf of advertisers - evaluating strategies across thousands of signals, learning from patterns across the entire ecosystem, and making decisions in real time.  If you think about the complexity advertisers face today - hundreds of variables across creative, audience, bidding, and placement - it’s simply not tractable for humans to manage. Agentic AI changes that. It allows us to explore and optimize across that entire space dynamically, not just reactively. What’s powerful about Realize+ is that we’re doing this while maintaining transparency and control, which is something that’s been largely missing in walled garden systems. Advertisers don’t just get outcomes, they understand and guide how those outcomes are achieved.  Additionally, as the industry shifts toward AI-native media operations, we want Taboola to be the easiest open web platform to plug into any agent, any stack, and any workflow. I’m excited to make it easier for any agency, big or small, or any advertiser to now operate Realize with full control, or Realize+ with more automation from within their Claude environment,” continued Singolda. *Source: Based on a survey of 200 senior marketers at U.S. and UK enterprises with 1,000+ employees in 2026. About Taboola   Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2025 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### HuffPost UK Selects DeeperDive From Taboola, Gen AI Answer Engine Built for the Open Web, to Connect Readers with Timely, Contextual Answers for Topics They Care About URL: https://www.taboola.com/press-releases/huffpost-uk-selects-deeperdive/ Last Modified: 2026-04-14 13:06:51 Partnership Focused on Increasing Readership and Engagement, While Opening Additional Revenue Streams  NEW YORK, NY  – Taboola (Nasdaq: TBLA),  a global leader in delivering performance at scale for advertisers, announced today that HuffPost UK has selected DeeperDive, an industry-first Gen AI answer engine that lives directly on publisher websites and leverages their own content.   DeeperDive brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from the journalists and the brand they trust.  DeeperDive prompts questions that may be of interest to readers, delivers direct responses, and surfaces additional context and stories from the same publisher site. By meeting users with intuitive, conversational interfaces and instant, relevant answers, HuffPost UK can stay competitive in a rapidly shifting digital landscape and reinforce their brand as a trusted, forward-thinking destination.  “The way people access information is changing, but audiences still want high-quality, trustworthy content. DeeperDive enables us to use AI in a way that is helpful to our audience, without compromising on quality, so that we can continue to provide UK audiences with the accurate and compelling journalism for which HuffPost is known,” said Cate Sevilla, Editor-in-Chief, at HuffPost UK.   “HuffPost is taking their great history of creating human-centric, reader-first news even further with DeeperDive,” said Adam Singolda, CEO and Founder at Taboola. “With DeeperDive, HuffPost readers can enjoy a more personalised experience than ever before, as they ask their own questions and learn about the topics that matter to them most. We look forward to seeing how DeeperDive can drive Huffpost’s growth and support the publication as it continues to put people at the heart of its reporting.” DeeperDive is built to provide:  - Smarter, more diverse answers for readers: Readers receive rich, multifaceted answers, based on Taboola’s advanced AI and real-time insights from over 600 million daily active users across a global network of 9,000 publisher partners. Unlike traditional GenAI engines that rely on static training data, Taboola understands what people are actively reading and engaging with — across topics, geographies, and moments. This unique “pulse of the internet” allows DeeperDive to surface timely, contextual answers and even suggest questions based on current trends. The result is a richer, more human search experience rooted in what truly matters to real people — right now, on the site they trust.  - Increased readership and engagement for publishers: Every reader question is met with a clear, intuitive answer, along with links to relevant and timely articles from across the publisher’s site. This keeps users engaged longer and encourages deeper content exploration. For the first time, publishers can engage their audience with real-time, AI-powered content tailored to the user, whether it’s about travel plans, a favorite sports team, or important financial decisions, meaningfully increasing time on site and reader loyalty.  - Unlocking high-intent ad revenue opportunities and owning the future with AI agents across high intent categories: DeeperDive has the potential to create a new monetization channel for publishers starting by inserting contextually relevant, high-intent ads directly into the AI-powered results page. Publishers can capture search-like advertising revenue within their own environments — turning user inquiries into meaningful commercial opportunities, all while maintaining a seamless reader experience.  About Taboola  Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale.  Disclaimer – Forward-Looking Statements  Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.    --- ### DeeperDive, Taboola’s GenAI Answer Engine for the Open Web, Reaches Nearly 7 Million Monthly Active Users, Emerging as One of the Largest AI Answer Engines URL: https://www.taboola.com/press-releases/deeperdive-momentum-expansion/ Last Modified: 2026-04-08 13:00:20 DeeperDive Adds Support For 6 Languages, Expanding Globally with Publishers Including Ouest-France, El Nacional, Ynet and More Taboola today announced significant consumer momentum and global expansion for DeeperDive, its Generative AI “Answer Engine” that lives on many of the world’s top publishers, including Gannett | USA Today Network, India Today, and BuzzFeed Asia. Since launching in general availability in late 2025, DeeperDive has seen rapid adoption among both publishers and readers across the open web. As a cornerstone of Taboola’s Agentic roadmap, DeeperDive transforms publishers’ trusted content into an interactive discovery experience, meeting the evolving expectations of readers by allowing them to explore stories with greater depth, trust, and a stronger sense of community. - Reaching nearly 7 million monthly active users: DeeperDive has quickly become part of the open web experience for millions of users exploring topics they care about. The most popular question categories include politics, sports, finance, entertainment, and shopping. Around 50% of user questions on DeeperDive are about the last 24 hours of news, entertainment and sports information. - 1 in 6 readers engaging with DeeperDive: While typical recirculation rates on the internet over the last 30 years have remained in the low single digits, publishers that have integrated DeeperDive are seeing as much as up to 17% user engagement. - DeeperDive users read a lot more content and drive some of the highest advertiser conversion rates on Taboola: Historically, when visitors read articles on publisher sites, the likelihood they continue on to another article has remained in the low single digits, typically resulting in just one or two articles read per visit. DeeperDive changes that dynamic. Once users enter the LLM experience, where they can ask questions, follow up, and explore suggested prompts, the likelihood that they choose to read an article rises to around 20%. This deeper engagement not only increases content discovery but also leads to some of the highest advertiser conversion rates across the Taboola network. - Millions of reader questions each month now available to editorial teams: For the first time, editors can start their day with direct insight into what their audience is curious about. Through the DeeperDive dashboard, editorial teams can see insights derived from millions of reader questions, often exceeding 10 million questions per month. These insights help inform editorial coverage and guide homepage decisions toward the topics readers care about most. DeeperDive Goes Global with Publishers Ouest-France, El Nacional, Ynet and more As part of DeeperDive’s recent momentum, Taboola is also announcing global availability of the technology in new languages and regions. Publishers including Ouest-France, El Nacional, and Ynet are joining Taboola for this new expansion that will soon see the technology available in French, German, Hebrew, Japanese, Korean, and Spanish. DeeperDive connects readers with trusted sources to explore topics they care about, directly within publisher sites. It brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web.   “Publishers love DeeperDive because it brings the AI revolution directly into their own environments, enabling readers to ask questions, have conversations, and discover trusted content in entirely new ways,” said Adam Singolda, CEO of Taboola. “In my career, I have never seen users adopt a new product at these levels while generating such strong engagement and advertiser performance.” “I believe the AI landscape will ultimately be defined by two models: subscription LLMs and ad supported LLMs. With DeeperDive, we have the opportunity to build the largest ad supported LLM for the open web, free for publishers and free for users, creating a powerful new supply opportunity for advertisers and a meaningful new revenue stream for publishers. People want more than answers. They want trusted content and to be part of a community. While direct AI engines are powerful, I will always prefer watching Knicks highlights on my favorite local or sports site or reading travel reviews from a trusted publication when planning a trip with my family. Experiences built around trusted content and community will only grow stronger over time,” continued Singolda. About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching over 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. *Sources and Methodology The information presented is derived from the sources linked below which include publicly disclosed company figures or third-party estimates. The figures reflect different points in time, may be subject to variations in methodology and definitions of Monthly Active Users may vary across companies. These figures are provided for comparative context only and, except for DeeperDive, have not been independently verified. Sources: ChatGPT; Gemini; Grok; Perplexity; Claude Disclaimer – Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “target”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this press release include, but are not limited to: the Company’s ability to drive future growth and adoption of DeeperDive; the anticipated benefits of the Company’s Agentic AI roadmap; the success or benefits derived, if any, from DeeperDive’s global expansion into new languages and regions; the Company’s ability to build and scale one of the largest ad supported LLMs for the open web; and other risks and uncertainties set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2025 under Part 1, Item 1A “Risk Factors” and in the Company’s subsequent filings with the Securities and Exchange Commission.  Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. The Company undertakes no duty to update these forward-looking statements except as may be required by law.      --- ### Matichon Group and Taboola Sign Exclusive AI-Driven Partnership in Thailand URL: https://www.taboola.com/press-releases/matichon-group/ Last Modified: 2026-02-26 18:22:48 Leading Thai media conglomerate taps Taboola to power growth, as Taboola achieves full coverage of premium publisher inventory in the Thai market. BANGKOK, THAILAND – February  26, 2026 – Taboola (Nasdaq: TBLA), the world’s leading platform for delivering large-scale performance for advertisers, today announced a significant exclusive partnership with Matichon Public Co., Ltd. and its subsidiary, Khaosod Co., Ltd. With the inclusion of the Matichon Group’s high-traffic properties, Taboola now achieves full coverage of the premium publisher landscape in Thailand, offering advertisers unprecedented scale and access to the country’s digital audiences. Under this agreement, the Matichon Group will utilize Taboola’s full suite of publisher products to drive digital transformation and maximize engagement across its portfolio, including Khaosod, Matichon Online, Prachachat, and Khaosod English. The Matichon Group reaches over 50 million monthly readers, delivering critical news and specialized content spanning politics, business, sustainable agriculture, and lifestyle. By integrating Taboola’s technology, the group aims to capitalize on high-performance revenue streams and increase user lifetime value through deep personalization. Key highlights of the partnership include: - Taboola Feed: Delivering a seamless, personalized content discovery experience for readers at the end of every article. - Taboola for Audience: Utilizing AI-powered technology—including "For You" personalization—to help the group manage traffic volatility and build loyal, long-term audiences. - Taboola Newsroom: Providing editorial teams with real-time "Topic Insights" and data to optimize content creation and distribution strategies. "We are excited to embark on this exclusive partnership with Taboola," shared Matichon Group on this partnership. "Taboola's superior technology and comprehensive audience solutions go far beyond standard performance advertising. By leveraging their AI-driven Newsroom tools and advanced personalization, we are empowering our editorial teams to work with greater efficiency and make the data-backed decisions necessary to serve our 50 million monthly readers." "As our group continues to expand its digital footprint, having a partner that understands the nuances of the Thai market is essential," they added. "Being part of a technology ecosystem that now covers the entirety of Thailand’s premium publisher inventory ensures that our high-quality journalism—from the business insights of Prachachat to the mass-market reach of Khaosod—is supported by the most robust AI tools available. This partnership is a key pillar in our strategy to uncover new growth opportunities and deliver maximum value to our audience." "Matichon is a titan of the Thai media landscape, and we are thrilled to be their exclusive partner for digital growth," said Adam Singolda, Founder and CEO, Taboola. "In today's landscape, publishers need more than just ads—they need a technology partner that helps them understand their audience and uncover new opportunities. With the addition of Matichon, we are proud to say that Taboola now delivers full coverage across Thailand’s premium publisher market, providing an unmatched 'Pulse of the Internet' for both publishers and advertisers in the region." The partnership extends across specialized verticals, including Technologychaoban, a leader in sustainable agriculture innovation, and Sentangsedtee, a hub for SME inspiration, ensuring that Matichon’s diverse audience segments receive highly relevant, contextually driven content recommendations. ### About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on its powerful platform, reaching 600M daily active users across some of the best publishers in the world. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Names Krishan Bhatia as Chief Business Officer; Amazon Ads and NBCUniversal Veteran to Lead Global Sales and Partnerships URL: https://www.taboola.com/press-releases/taboola-names-krishan-bhatia-as-chief-business-officer-amazon-ads-and-nbcuniversal-veteran-to-lead-global-sales-and-partnerships/ Last Modified: 2026-03-03 14:15:33 New York -- Taboola (NASDAQ: TBLA) today announced the expansion of its leadership team with the hiring of Krishan Bhatia as Chief Business Officer. Bhatia will lead global sales and partnerships for Taboola, with a focus on driving revenue growth across Taboola’s entire product portfolio, which includes its Realize performance advertising platform, network of publisher partnerships, CTV performance, generative AI products and more. He joins with a formidable track record of accelerating growth for category-defining technology and media companies such as Amazon and NBCUniversal. Most recently, Bhatia launched and led Amazon’s global video advertising business across Prime Video, Live Sports, Twitch, and third-party programmers, serving as VP, Global Video Advertising and Partnerships. Before Amazon, Bhatia was President and Chief Business Officer of NBCUniversal’s Global Advertising and Partnerships division where he oversaw the company’s digital, streaming TV and advanced advertising business. “Krishan is joining Taboola at a pivotal moment in our journey,” said Adam Singolda, CEO of Taboola. “We are redefining performance advertising on the open web and beyond. Realize is gaining real momentum as advertisers look for scalable growth beyond search and social. At the same time, DeeperDive is bringing generative AI directly to publishers in ways that are helping them innovate and thrive. The opportunity in front of us is massive.” “Krishan has helped build and scale some of the most important advertising businesses in the world at Amazon and NBCUniversal,” continued Singolda. “He understands how to operate at scale, how to partner with brands and agencies, and how to execute with discipline. We’ve spent years building a powerful foundation for long term success, surpassing two billion dollars in revenue under the strong leadership of Eldad Maniv, our President and COO. With that momentum, I’m excited to welcome Krishan Bhatia to the team as our first Chief Business Officer and for what he will bring as we scale the company and take our go to market execution to the next level.” “Taboola has a bold vision for the future, built on global scale and innovative technology, to become a powerhouse for performance advertising and publisher success,” said Krishan Bhatia, Chief Business Officer at Taboola. “Over the past year, Taboola has hit exciting milestones. The introduction of Realize further solidified Taboola’s place as the leading player in performance advertising outside of search and social. Taboola’s launch of DeeperDive, pace of innovation with generative AI, and continued commitment to drive success for advertisers and partners are the types of strong signals that today’s market demands. I’m excited to come onboard at this pivotal point of growth for Taboola and to work alongside the entire team.” About Taboola: Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2025 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Reach Selects DeeperDive From Taboola, Gen AI Answer Engine Built for the Open Web, to Connect Readers with Timely, Contextual Answers for Topics They Care About URL: https://www.taboola.com/press-releases/reach-selects-deeperdive-from-taboola-gen-ai-answer-engine-built-for-the-open-web-to-connect-readers-with-timely-contextual-answers-for-topics-they-care-about/ Last Modified: 2026-02-05 14:10:38 New York, NY -- Taboola (NASDAQ: TBLA) today announced that Reach has selected DeeperDive, a Gen AI answer engine that lives directly on publisher websites and leverages their own content. As part of the agreement, Reach will use DeeperDive across sites including Express and Daily Star. Today’s publishers face growing challenges from Generative AI-powered search engines that scrape their content, impacting their traffic. Publishers continue to seek out new methods and technologies to stay competitive to ensure reader engagement stays strong, both in the short and long term. Since launching in 2025, many of the world’s top publishers have implemented DeeperDive to meet these challenges head on, including Gannett I USA TODAY Network, India Today Group, BuzzFeed Asia, The Bangkok Post, and more. DeeperDive brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists such as the best travel desk or top sports reporters. DeeperDive also prompts questions that may be of interest to readers, delivers direct responses, and surfaces additional context and stories from the same publisher site. By meeting users with intuitive, conversational interfaces and instant, relevant answers, Reach can stay competitive in a rapidly shifting digital landscape and reinforce their brand as a trusted, forward-thinking destination. “This is an important step for us as we focus on how to reach readers where they are, with conversational search becoming increasingly common. DeeperDive gives us the ability to continue that focus, giving readers the ability to learn more and explore topics they care about. Taboola has been a great partner for us as we continue to harness generative AI and apply to our everyday user journey,” said Terry Hornsby, Chief Product & Technology Officer at Reach PLC. “Reach PLC is taking their rich history of delivering quality content and with DeeperDive, offering it to readers in a completely new, appealing and innovative way,” said Adam Singolda, CEO and Founder, Taboola. “Publishers who adopt DeeperDive aren’t just keeping up with the GenAI revolution, they’re leading it, on their terms. We’re creating a new user habit, one where readers lean in, ask follow-up questions, and stay to explore. We’re also giving publishers the potential to unlock even more ways to grow.” DeeperDive is built to provide: - Smarter, more diverse answers for readers: Readers receive rich, multifaceted answers, based on Taboola’s advanced AI and real-time insights from over 600 million daily active users across a global network of 9,000 publisher partners. Unlike traditional GenAI engines that rely on static training data, Taboola understands what people are actively reading and engaging with — across topics, geographies, and moments. This unique “pulse of the internet” allows DeeperDive to surface timely, contextual answers and even suggest questions based on current trends. The result is a richer, more human search experience rooted in what truly matters to real people — right now, on the site they trust. - Increased readership and engagement for publishers: Every reader question is met with a clear, intuitive answer, along with links to relevant and timely articles from across the publisher’s site. This keeps users engaged longer and encourages deeper content exploration. For the first time, publishers can engage their audience with real-time, AI-powered content tailored to the user, whether it's about travel plans, a favorite sports team, or important financial decisions, meaningfully increasing time on site and reader loyalty. - Unlocking high-intent ad revenue opportunities and owning the future with AI agents across high intent categories: DeeperDive has the potential to create a new monetization channel for publishers starting by inserting contextually relevant, high-intent ads directly into the AI-powered results page. Publishers can capture search-like advertising revenue within their own environments — turning user inquiries into meaningful commercial opportunities, all while maintaining a seamless reader experience.  About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. About Reach We’re Reach plc and we’re proud to be the UK and Ireland’s largest commercial news publisher. We connect with people on and offline, sharing our trusted content through 120+ brands, from household names like the Mirror, Express, Daily Record and Daily Star, to local titles like MyLondon, BelfastLive and the Manchester Evening News, plus our growing US brands like the Irish Star. We are in the communities we serve, we understand people’s values and passions, and we reach people where they live - whether that’s their neighbourhood newsstand, their social feed or their favourite app. That’s why every month we reach 70% of the UK online population,10% of the US population, and over 100m social followers around the world. For more information, visit reachplc.com Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### New Study: AI Ads Match Human Creative in Major Report from Columbia University, Harvard University, Technical University of Munich, and Carnegie Mellon University; Taboola Data Shows AI Wins by Appearing Authentically Human and Prioritizing Visual Trust Signals URL: https://www.taboola.com/press-releases/genai-ads-study-2026/ Last Modified: 2026-02-09 09:03:35 NEW YORK, NY  – Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced the findings of a major field study conducted in collaboration with researchers at Columbia University, Harvard University,Technical University of Munich, and Carnegie Mellon University. The research provides the first-ever look at how generative AI (GenAI) compares to human creativity in driving consumer action by analyzing large-scale real-world ad performance. While GenAI has revolutionized production speed and cost, its impact on actual performance has remained a subject of intense debate. The new study, titled, "AI Ads That Work: How AI Creative Stacks Up Against Humans,” analyzed hundreds of thousands of live ads running on Realize, Taboola’s performance advertising platform, totaling more than 500 million impressions and 3 million clicks. Key insights from the academic research include: - GenAI ads perform just as well as human-made ads: AI-generated ads performed just as well as human-made ads. In raw data, AI ads saw a slightly higher average click-through-rate (CTR) (0.76%) compared to human ads (0.65%), though they performed comparably when researchers applied the tightest statistical controls. - AI ads win the most when they don’t “look” like AI: AI-generated ads that did not "look like AI" achieved the highest engagement of all groups, significantly outperforming both human-made ads and AI ads that were perceived as artificial. - Human faces are the "secret ingredient" for trust: The study found that one of the most important factors in making an ad feel "human" and trustworthy was the presence of a large, clear human face. Interestingly, based on Taboola’s best practices and policy restrictions, AI-generated ads were more likely to include these trust cues than their human-made counterparts. - Brands no longer have to choose between speed and quality: AI-generated visuals increased or maintained click-through rates without reducing downstream conversion performance, proving that advertisers do not have to trade quality or conversions for production scale. - Food, drink, and finance brands were among the first to adopt AI ads: Specific sectors; most notably, the “food and drink” and “personal finance” industries were early to adopt AI ads. “Taboola’s platform provided us with a literal gold mine of real-world data that is simply unavailable in a lab setting. By analyzing over 500 million impressions, we were able to move past the hype of GenAI and uncover its real impact in large scale settings,” said Oded Netzer, Vice Dean for Research, Columbia Business School. “Our findings prove that when AI is used to enhance human cues—like the trust found in a human face—it doesn't just match human performance; it often sets a new ceiling for engagement.” Methodology The study utilized a quasi-experimental "sibling ads" approach, comparing matched pairs of AI-generated and human-made ads created by the same advertiser for the same campaign on the same day. This methodology allowed researchers to isolate the impact of the GenAI creative while controlling for external variables like the identity of the advertiser, timing, audience targeting, and landing pages. About Taboola   Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2025 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Earns Great Place To Work Certification™ URL: https://www.taboola.com/press-releases/gptw-2026/ Last Modified: 2026-01-26 16:20:32 New York, NY – Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced that it is officially Certified™ by Great Place To Work®, the global authority on workplace culture, across offices in the U.S., UK, Germany, France, Brazil, Spain, Hungary, Thailand, Taiwan, and India. The award is based on what current employees say about their experience working at Taboola.  In the U.S., 89% of employees said it’s a Great Place to Work compared to 57% for the average U.S. company. Based on the results: - Ninety-eight percent of employees indicated that they were made to feel welcome upon joining Taboola - Ninety-six percent of Taboola’s facilities contribute to a good working environment  - Ninety-seven percent indicate they are able to take time off from work when necessary - Ninety-five percent care about each other at the company - Ninety-four percent indicate they are treated as a full member at Taboola, regardless of position When: The news was announced today, January 26, 2026. Where: The landing page with the news and results can be found here. About Great Place to Work Certification™ Great Place To Work® Certification™ is the most definitive “employer-of-choice” recognition that companies aspire to achieve. It is the only recognition based entirely on what employees report about their workplace experience – specifically, how consistently they experience a high-trust workplace. Great Place to Work Certification is recognized worldwide by employees and employers alike and is the global benchmark for identifying and recognizing outstanding employee experience. Every year, more than 10,000 companies across 60 countries apply to get Great Place To Work-Certified.   --- ### Digiday Names Taboola a Finalist for The Digiday Worklife Awards Under “Best Global Team Integration” URL: https://www.taboola.com/press-releases/worklife-finalist-2026/ Last Modified: 2026-01-22 16:05:44 New York, NY - Taboola (Nasdaq: TBLA),  a global leader in delivering performance at scale for advertisers, today announced that it has been chosen as a finalist for “Best Global Team Integration” with the Digiday Worklife Awards. The “Best Global Team Integration” category awards the employer who most effectively fosters collaboration, inclusion, and cohesion across globally distributed teams. What: The WorkLife Awards recognize the top employers and the values that make them unique. When: The finalist announcement was released January 14, 2026. The winner’s announcement will be made on January 27, 2026. Where: The finalist announcement can be found on Digiday’s website here. --- ### Taboola Earns Multiple Placements on Built In’s 2026 Best Places to Work Awards URL: https://www.taboola.com/press-releases/built-in-award-win-2026/ Last Modified: 2026-01-06 14:28:26 Built In Recognizes Taboola as a Best Place to Work in the U.S., Atlanta, Boston, Chicago, Los Angeles, and New York City Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced Taboola was honored with multiple Built In 2026 Best Places To Work Awards.  What:  - Best Places to Work is an awards program that gives recognition to companies who offer the best total rewards programs, compensation packages, and company-wide culture programs among their peers. - Taboola earned eleven placements on the awards list: U.S. Best Companies to Work For, U.S. Best Large Companies to Work For, Atlanta Best Places to Work, Boston Best Places to Work, Boston Best Large Places to Work, Chicago Best Places to Work, Chicago Best Large Places to Work, Los Angeles Best Places to Work, Los Angeles Best Large Places to Work, New York City Best Places to Work, and New York City Best Large Places to Work. - Now in its eighth year, Built In’s Best Places to Work program celebrates the companies shaping the future of work. In a rapidly evolving AI-first job market, recognition as a Best Place to Work helps employers stand out as trusted brands when candidates turn to tools like ChatGPT and Google AI Overviews to research where to work next. - Built In determines the winners of Best Places to Work based on an algorithm, using company data about compensation and benefits. To reflect the benefits candidates are searching for more frequently on Built In, the program also weighs criteria like remote and flexible work opportunities, programs for DEI and other people-first cultural offerings.   This award win builds on a strong run of cultural recognition for Taboola. Over the past year, the company has consistently been honored as a top employer, securing multiple placements on Built In’s 2025 Best Places to Work list and being named to Fortune’s 2025 Best Workplaces in Advertising & Marketing™. Additionally, Taboola was recognized by U.S. News & World Report as one of the "Best Companies to Work For" and was a finalist for "Most Transparent Culture" at the Digiday Worklife Awards. About Taboola  Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2025 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### LG Ad Solutions and Taboola Partner to Bring TV-Driven Performance to the Open Web URL: https://www.taboola.com/press-releases/lg-ad-solutions-and-taboola-partner-to-bring-tv-driven-performance-to-the-open-web/ Last Modified: 2025-12-03 14:00:08 New “Performance Enhancer” solution connects premium CTV exposure to measurable digital conversions across the globe, giving advertisers a unified view of ROI across the full consumer journey New York, NY -- Taboola (NASDAQ: TBLA) today announced a new partnership with LG Ad Solutions to offer Performance Enhancer, a solution that connects the gap between premium TV exposure and measurable digital outcomes. Advertisers are investing in TV because it delivers unmatched reach and impact—and now they can connect that value directly to measurable outcomes. Performance Enhancer provides an end-to-end performance-based solution across CTV and all other digital channels, globally. “This partnership creates a more connected and measurable ecosystem for brands,” said Serge Matta, President, LG Ad Solutions. “By extending campaigns beyond the Smart TV into high-quality digital environments, brands can drive more site visits and conversions, optimize toward audiences most likely to act, and validate the real performance impact of their CTV investment. It’s a more efficient, more measurable, and more connected way to plan media.” Performance Enhancer brings together LG Ad Solutions’ deep audience insights—powered by first-party ACR data—with the technology behind Realize, Taboola’s performance advertising platform, and extensive digital inventory to help advertisers: - Broaden Impact: Extend LG Ad Solutions campaigns beyond Smart TVs into thousands of trusted publisher sites to drive more site visits and conversions. - Optimize CPA: Optimize toward modeled lookalike audiences with the highest likelihood to convert. - Quantify ROI: Attribute site visits, engagement, and down-funnel conversions directly back to TV exposure. - Enhance Efficiency: Consolidate cross-platform measurement to strengthen future media planning and eliminate fragmentation. “LG Ad Solutions continues to make their TV screens a destination for meaningful connections between brands and audiences,” said Adam Singolda, CEO of Taboola. “Their massive footprint, trusted brand, and wealth of free CTV content create a tremendous opportunity for advertisers to reach consumers at scale. Through this partnership, we’re bringing the best of both worlds together, from the top-of-funnel impact of the big screen to the mid- to lower-funnel performance of the open web. Together, we’ll help advertisers drive more value and growth by connecting CTV awareness with measurable outcomes.” About LG Ad Solutions LG Ad Solutions, incorporated as Alphonso Inc., is a global leader in advanced advertising for Connected TV and cross-screen devices, driven by our mission to create meaningful connections between brands and their audiences. With a vast network of award-winning LG Smart TVs worldwide, we offer advertisers and content creators broad reach and targeted engagement on the largest screen in the home. About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. --- ### BuzzFeed Asia Selects DeeperDive From Taboola, Gen AI Answer Engine Built for the Open Web, to Connect Readers with Timely, Contextual Answers for Topics They Care About URL: https://www.taboola.com/press-releases/buzzfeed-asia-selects-deeperdive-from-taboola-gen-ai-answer-engine-built-for-the-open-web-to-connect-readers-with-timely-contextual-answers-for-topics-they-care-about/ Last Modified: 2025-11-25 14:01:04 Partnership Focused on Increasing Readership and Engagement, While Opening Additional Revenue Streams Taboola (NASDAQ: TBLA) today announced that BuzzFeed Asia has selected DeeperDive, an industry-first Gen AI answer engine that lives directly on publisher websites and leverages their own content. The service will go live for BuzzFeed users in three key Southeast Asian markets: Singapore, Malaysia, and the Philippines. DeeperDive brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists such as the best travel desk or top sports reporters. DeeperDive prompts questions that may be of interest to readers, delivers direct responses, and surfaces additional context and stories from the same publisher site. By meeting users with intuitive, conversational interfaces and instant, relevant answers, BuzzFeed Asia can stay competitive in a rapidly shifting digital landscape and reinforce their brand as a trusted, forward-thinking destination. "We’ve spent years building big, direct audiences by investing in trusted brands and quality journalism. Today with DeeperDive, we can harness the latest AI tech to offer our users a richer experience by tapping our real-time coverage and archive library. We're thrilled to expand BuzzFeed's on-site functionality for our readers, grow user engagement, and open up new revenue opportunities," said Scott Mackenzie, BuzzFeed Japan & Asia, CEO. “BuzzFeed Asia is taking their rich history of delivering quality content and with DeeperDive, offering it to readers in a completely new, appealing and innovative way,” said Adam Singolda, CEO and Founder, Taboola. “Innovative publishers like BuzzFeed Japan who adopt DeeperDive aren’t just keeping up with the GenAI revolution, they’re leading it, on their terms. We’re creating a new user habit, one where readers lean in, ask follow-up questions, and stay to explore. We’re also giving publishers the potential to unlock even more ways to grow.” DeeperDive is built to provide: - Smarter, more diverse answers for readers: Readers receive rich, multifaceted answers, based on Taboola’s advanced AI and real-time insights from over 600 million daily active users across a global network of 9,000 publisher partners. Unlike traditional GenAI engines that rely on static training data, Taboola understands what people are actively reading and engaging with — across topics, geographies, and moments. This unique “pulse of the internet” allows DeeperDive to surface timely, contextual answers and even suggest questions based on current trends. The result is a richer, more human search experience rooted in what truly matters to real people — right now, on the site they trust. - Increased readership and engagement for publishers: Every reader question is met with a clear, intuitive answer, along with links to relevant and timely articles from across the publisher’s site. This keeps users engaged longer and encourages deeper content exploration. For the first time, publishers can engage their audience with real-time, AI-powered content tailored to the user, whether it's about travel plans, a favorite sports team, or important financial decisions, meaningfully increasing time on site and reader loyalty. - Unlocking high-intent ad revenue opportunities and owning the future with AI agents across high intent categories: DeeperDive has the potential to create a new monetization channel for publishers starting by inserting contextually relevant, high-intent ads directly into the AI-powered results page. Publishers can capture search-like advertising revenue within their own environments — turning user inquiries into meaningful commercial opportunities, all while maintaining a seamless reader experience. About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### The Bangkok Post Selects DeeperDive From Taboola, Gen AI Answer Engine Built for the Open Web, to Connect Readers with Timely, Contextual Answers for Topics They Care About URL: https://www.taboola.com/press-releases/the-bangkok-post-selects-deeperdive-from-taboola-gen-ai-answer-engine-built-for-the-open-web-to-connect-readers-with-timely-contextual-answers-for-topics-they-care-about/ Last Modified: 2025-11-18 14:39:25 Partnership Focused on Increasing Readership and Engagement, While Opening Additional Revenue Streams New York, NY – Taboola today announced that The Bangkok Post, Thailand’s oldest daily newspaper, has selected DeeperDive, an industry-first Gen AI answer engine that lives directly on publisher websites and leverages their own content. As part of the agreement, Bangkok Post will use DeeperDive across its sites. DeeperDive brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists such as the best travel desk or top sports reporters. DeeperDive prompts questions that may be of interest to readers, delivers direct responses, and surfaces additional context and stories from the same publisher site. By meeting users with intuitive, conversational interfaces and instant, relevant answers, The Bangkok Post can stay competitive in a rapidly shifting digital landscape and reinforce their brand as a trusted, forward-thinking destination. “We are proud to be the first in Southeast Asia to launch Taboola’s DeeperDive to the market,” said Chiratas Nivatpumin, the chief operating officer of the Bangkok Post. “Generative AI will help strengthen the content proposition and experience for readers, and Taboola was a natural fit for our needs. DeeperDive will be able to offer new insights to readers based on the Bangkok Post’s rich 79-year history in covering news and events in Thailand, the region and across the globe.” “The Bangkok Post is taking their rich history of delivering quality content and with DeeperDive, offering it to readers in a completely new, appealing and innovative way,” said Adam Singolda, CEO and Founder, Taboola. “Publishers who adopt DeeperDive aren’t just keeping up with the GenAI revolution, they’re leading it, on their terms. We’re creating a new user habit, one where readers lean in, ask follow-up questions, and stay to explore. We’re also giving publishers the potential to unlock even more ways to grow.” DeeperDive is built to provide: - Smarter, more diverse answers for readers: Readers receive rich, multifaceted answers, based on Taboola’s advanced AI and real-time insights from over 600 million daily active users across a global network of 9,000 publisher partners. Unlike traditional GenAI engines that rely on static training data, Taboola understands what people are actively reading and engaging with — across topics, geographies, and moments. This unique “pulse of the internet” allows DeeperDive to surface timely, contextual answers and even suggest questions based on current trends. The result is a richer, more human search experience rooted in what truly matters to real people — right now, on the site they trust. - Increased readership and engagement for publishers: Every reader question is met with a clear, intuitive answer, along with links to relevant and timely articles from across the publisher’s site. This keeps users engaged longer and encourages deeper content exploration. For the first time, publishers can engage their audience with real-time, AI-powered content tailored to the user, whether it's about travel plans, a favorite sports team, or important financial decisions, meaningfully increasing time on site and reader loyalty. - Unlocking high-intent ad revenue opportunities and owning the future with AI agents across high intent categories: DeeperDive has the potential to create a new monetization channel for publishers starting by inserting contextually relevant, high-intent ads directly into the AI-powered results page. Publishers can capture search-like advertising revenue within their own environments — turning user inquiries into meaningful commercial opportunities, all while maintaining a seamless reader experience.   About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola and Paramount Advertising Partner to Extend CTV Performance Across the Open Web for SMB Advertisers URL: https://www.taboola.com/press-releases/paramount-ctv-partnership/ Last Modified: 2025-10-22 13:51:08 Taboola (NASDAQ: TBLA) and Paramount Advertising today announced a strategic partnership to launch “Performance Multiplier” — a Paramount-branded solution that underscores TV’s power to augment a brand’s digital performance. This solution will help small and medium-sized businesses (SMBs) extend and measure the impact of their CTV advertising.   “At Paramount, we are proving that television advertising amplifies marketing results everywhere," said Steve Ellis, Chief Operating Officer, Paramount Advertising. “The Performance Multiplier will show how TV advertising fuels a ripple effect, lifting performance across search, social and the web. Together with Taboola’s extensive reach across thousands of trusted publisher websites and its proven performance marketing expertise, we’ll unlock even more ways to turn viewer attention into measurable action.”  The Performance Multiplier will be integrated into Paramount Ads Manager, Paramount Advertising’s self-service buying platform that enables SMB advertisers to access premium streaming advertising at any budget. Leveraging Taboola’s Realize AI technology, Paramount Ads Manager will enhance its targeting and attribution capabilities by allowing advertisers to extend their brand message beyond Paramount’s massive reach on CTV to matched and lookalike viewers across Taboola’s network of over 9,000 publisher partners, reaching hundreds of millions of users in premium, brand-safe environments.  This marks the first time a major streaming provider has adopted a solution like Taboola Realize, and the first deployment of the new Performance Multiplier, setting a new standard for how TV advertising drives performance across digital channels. Business outcomes, including sales and leads, are top KPIs for determining CTV success. The Performance Multiplier will help SMBs drive performance outcomes beyond walled gardens, making CTV a more measurable and actionable part of their media mix, all in a privacy compliant manner. Advertisers using Paramount Ads Manager will soon be able to: - Seamlessly run highly relevant campaigns across Taboola’s open web network - Track post-view outcomes such as clicks, sign-ups and purchases - Measure combined performance results directly within their Paramount Ads Manager dashboard “Advertisers today want more than reach—they want results. With Paramount Advertising, we’re taking Taboola Realize’s performance capabilities even further, helping turn TV ad views into measurable actions like clicks, sign-ups and purchases,” said Adam Singolda, CEO and Founder of Taboola. “By combining Paramount’s premium CTV environment with Taboola’s scale, this partnership opens a new demand channel for us, and reflects where the industry is heading—connecting TV to performance across the open web.” The Performance Multiplier is currently in BETA within Paramount Ads Manager, with general availability expected by early 2026. About Paramount, a Skydance Corporation Paramount, a Skydance Corporation (Nasdaq: PSKY) is a leading, next-generation global media and entertainment company, comprised of three business segments: Studios, Direct-to-Consumer, and TV Media. The Company's portfolio unites legendary brands, including Paramount Pictures, Paramount Television, CBS – America's most-watched broadcast network, CBS News, CBS Sports, Nickelodeon, MTV, BET, Comedy Central, Showtime, Paramount+, Pluto TV, and Skydance's Animation, Film, Television, Interactive/Games, and Sports divisions. For more information, please visit www.paramount.com. About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. --- ### Taboola Announces Strong Momentum for Realize, Pushing Beyond Native with Expanded Partnerships with Leading Global Publishers Including TIME, Weather Channel Digital, Gannett | USA TODAY Network, Nexstar, and Slate, Continues to Add New Features for Advertisers to Connect with Consumers on Publisher Sites; Taboola Expects to Pay Over $1.5 Billion to Publishers and OEMs in 2025 URL: https://www.taboola.com/press-releases/realize-publisher-momentum/ Last Modified: 2025-10-15 13:00:06 New York, NY – Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced a major milestone for its performance advertising technology platform, Realize.  As part of Taboola’s expansion beyond native and into performance, Taboola has deepened its partnership with multiple global publishers to offer performance advertisers access to display inventory with Realize. Key names include TIME, Weather Channel Digital, Gannett | USA TODAY Network, Nexstar, and Slate, among others. Taboola's effort to offer advertisers more ways to reach consumers reflects its holistic approach to driving performance beyond search and social, across multiple formats and placements. In addition, Taboola expects to pay over $1.5 billion to publishers and OEMs in 2025.  Realize allows advertisers to tap into display as well as other parts of Taboola’s large network of publishers, apps, and OEMs. Realize is powered by an AI performance engine that finds the best opportunities for campaigns across Taboola’s network of trusted publishers and apps. This AI performance engine is driven by the unique data advantage of Taboola’s code-on-page integrations with publishers, giving it signal unlike any other open web platform to use when optimizing and placing ads.  “We’ve spent years building real relationships with publishers. We’ve evolved with them, helped them grow their audiences, engagement, and ability to work with advertisers,” said Adam Singolda, CEO of Taboola. “We announced our push beyond native with Realize, and we’re excited for publishers to be leaning in, expanding their partnerships with us, and delivering more for advertisers together.”  Supporting quotes “Our partnership with Taboola has consistently delivered results, and giving advertisers access to our display inventory on Realize represents an exciting step forward,” said Tim Wolfe, Senior Vice President of Revenue Operations at Gannett. “We value Taboola’s collaborative approach and look forward to what we can accomplish next as we continue to evolve.” “Taboola has been a trusted partner in helping us grow and innovate across our digital business,” said Molly Gallagher, Programmatic Manager at Slate. “Over the years, they’ve shown a strong understanding of our goals and a commitment to building long-term value—not just through technology, but through true collaboration. With the launch of Realize, we see a new opportunity to deepen that partnership and tap into more impactful revenue streams.” About Taboola   Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### India Today Group Becomes First in APAC to Launch Taboola’s DeeperDive Gen AI Answer Engine URL: https://www.taboola.com/press-releases/india-group-today-deeperdive/ Last Modified: 2025-10-07 13:02:15 October 7, 2025: Taboola (NASDAQ: TBLA) today announced that India Today Group is pioneering the use of DeeperDive, a Gen AI answer engine built for the open web connecting readers with content, within the APAC region. India Today Group is the first to partner with Taboola in APAC for DeeperDive, the industry-first AI answer engine that lives directly on publisher websites and leverages their own content to explore topics they care about. DeeperDive brings the power of Gen AI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists such as the best election coverage or deep analysis of big stories.  With a legacy of 50 years, the India Today Group has consistently led India’s media landscape with some of the country’s biggest news breaks, credible content, and editorial leadership. From setting the agenda in print journalism to creating disruptive formats in broadcast news and digital innovation, India Today Group has remained synonymous with trust and authority.  This partnership with Taboola reflects the Group’s commitment to continuously embracing technology to serve readers in new and impactful ways. DeeperDive prompts questions that may be of interest to readers, delivers direct responses, and surfaces additional context and stories from the same publisher site. By meeting users with intuitive, conversational interfaces and instant, relevant answers, India Today Group can dominate in a rapidly shifting digital landscape and reinforce its brand as a trusted, forward-thinking destination. Commenting on the partnership, Kalli Purie, Vice Chairperson and Executive Editor-in-Chief of the India Today Group said, “The India Today Group has always been at the forefront of every wave of change in Indian media. For us, pioneering journalism must always be future-ready — not just keeping pace but leading change. That leadership gives our editorial its credibility, and with AI we add the power to be faster, more connected, yet firmly rooted in facts. With DeeperDive, we will further strengthen India Today Group’s connection with its readers, offer them richer experiences, and unlock new AI frontiers of engagement and monetisation.” “India Today Group has already solidified its name as a must-visit destination in India both domestically and across the Indian diaspora,” said Adam Singolda, CEO and Founder of Taboola. “Their commitment to continually innovating and finding new ways for readers to enjoy their content is noteworthy. DeeperDive is giving the power to join the Gen AI revolution on their own terms, creating richer, more trusted experiences for users and unlocking search-like monetisation opportunities that were previously out of reach.” DeeperDive is built to provide: - Smarter, more diverse answers for readers: Readers receive rich, multifaceted answers, based on Taboola’s advanced AI and real-time insights from over 600 million daily active users across a global network of 9,000 publisher partners. Unlike traditional Gen AI engines that rely on static training data, Taboola understands what people are actively reading and engaging with — across topics, geographies, and moments. This unique “pulse of the internet” allows DeeperDive to surface timely, contextual answers and even suggest questions based on current trends. The result is a richer, more human search experience rooted in what truly matters to real people — right now, on the site they trust. - Increased readership and engagement for publishers: Every reader question is met with a clear, intuitive answer, along with links to relevant and timely articles from across the publisher’s site. This keeps users engaged longer and encourages deeper content exploration. For the first time, publishers can engage their audience with real-time, AI-powered content tailored to the user, whether it's about travel plans, a favourite sports team, or important financial decisions, meaningfully increasing time on site and reader loyalty. - Unlocking high-intent ad revenue opportunities and owning the future with AI agents across high-intent categories: DeeperDive has the potential to create a new monetisation channel for publishers starting by inserting contextually relevant, high-intent ads directly into the AI-powered results page. Publishers can capture search-like advertising revenue within their own environments — turning user inquiries into meaningful commercial opportunities, all while maintaining a seamless reader experience. About Taboola: Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialised algorithms, and unmatched scale. About The India Today Group The India Today Group, established in 1975, is India’s most trusted and diversified media conglomerate. Built on the belief that independent media is central to democracy, it has consistently championed journalism rooted in truth, credibility, and bold storytelling. From the iconic India Today magazine to category leaders like Aaj Tak, Business Today, and Lallantop, the Group today operates across telexvision, print, digital, mobile, and audio. With a monthly aggregate access of over 750 million, it stands as India’s most trusted media voice. Renowned for innovation, the Group has pioneered integrated newsrooms, AI-powered news anchors, and digital-first platforms, while also curating thought-leadership events such as the India Today Conclave and Sahitya Aaj Tak. It continues to shape the future of journalism and media engagement. Disclaimer – Forward-Looking Statements: Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Joins Zeta Live 2025 URL: https://www.taboola.com/press-releases/zeta-live-2025/ Last Modified: 2025-10-06 17:03:02 Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, shares its CEO Adam Singolda will join panelists at Zeta Live in an upcoming discussion entitled, “The New ROI: From Attribution to Outcomes in the AI Era.” The discussion will take place at Center 415 and include: - Adam Singolda, CEO and founder, Taboola - Tim Barnes, U.S.-ENT GM, Advertising and Marketing, Amazon - Sandra Matz, Lulu Chow Wang Professor Business, Columbia Business School - Adam Potashnick, President and CEO, North America, Brainlabs - Neej Gore, Chief Data Officer, Zeta Global When: Thursday, October 9th at 2:20pm Eastern Time Where: Center 415 (415 5th Avenue, New York, NY) at the Innovation Stage Zeta Live 2025 will feature three curated content tracks spanning AI’s impact on society, business and marketing, plus an exclusive first look at Zeta’s innovation roadmap, including upcoming AI Agent Studio capabilities and prescriptive “Answers” workflows. For details and registration, visit www.zetalive2025.com.    --- ### Taboola Joins Advertising Week 2025 URL: https://www.taboola.com/press-releases/advertising-week-2025/ Last Modified: 2025-10-06 16:27:50 Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, shares it will be participating in an upcoming discussion at Advertising Week entitled, “Navigating Brand Transformation with Authenticity.” The discussion will take place at The Penn District and include: - Davin Power, VP, North America, Taboola - Jessica Williams, Head of Brand & Partnerships, Spotify - Travis Freeman, Chief Media Officer, Inspire Brands - Beverly Jackson, VP of Brand & Product Marketing, Zillow When: Wednesday, October 8th at 1:40pm Eastern Time Where: The Penn District (100 West 33rd St, New York, NY) --- ### Taboola partners with JOE Media Group to boost user engagement, initial success shows a 40% increase in ad revenue URL: https://www.taboola.com/press-releases/joe-media-group/ Last Modified: 2025-10-05 11:13:04 London, 30th September 2025: Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announces its new partnership with JOE Media Group. Leveraging Taboola's performance advertising technology and audience engagement tools, JOE has seen its average monthly revenue increase by 40%. JOE achieved this growth by integrating a suite of Taboola products, including Feed, Mid-Article, Explore More and Newsroom. Founded in 2010 to provide news and entertainment for younger audiences, JOE Media Group’s content generates over 150 million annual pageviews and reaches over two million unique readers each month. Along with Joe.co.uk and Joe.ie, the group also runs Sports Joe, Her, Lovin and Lovin Dublin. Under the terms of the partnership, JOE Media Group is utilising a range of Taboola products to grow its audience, optimise user engagement and drive revenue across its portfolio. These include Taboola Feed, which provides readers with personalised multi-format content recommendations to create a more engaging experience, Explore More, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps, and Taboola’s Mid-Article feature. JOE Media Group will also leverage Taboola’s Newsroom platform, which helps writers, editors and special-interest teams monitor real-time and historical data about content performance. Adam Singolda, Founder and CEO, Taboola said: “Since we started working together, JOE Media has shown a commitment to delivering engaging news and entertainment content to a huge audience. They have become a key partner, taking a holistic approach to growth across all parts of their business through audience development, insights and monetisation. We look forward to continuing our work together.” A senior representative from JOE Media Group said: “Our partnership with Taboola has been fundamental in driving both readership and revenue increases. Taboola’s tools have also been invaluable for helping us understand our readers and deliver an improved user experience through data-based, personalised advertising. We’re particularly excited to be leveraging Taboola Newsroom, which offers real-time insights into audience trends - a very important asset in a fast-moving digital media landscape.” About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale.  Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Learn more at www.taboola.com and follow @taboola on X. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.       --- ### Realize Drives Performance Outcomes for Advertisers Such as Homes.com, Tripadvisor, Philips Home Appliances, NerdWallet, Motley Fool; Select Advertisers Beat Performance Goals by More than 30% URL: https://www.taboola.com/press-releases/realize-momentum-advertisers/ Last Modified: 2025-10-05 11:15:59 Taboola Bolsters Realize with New Generative AI Technology to Turn Static Images into Motion Ads, Driving 20% Increase in Conversion Rates for Select Advertisers Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced continued adoption for Realize, its industry-first platform that specializes only in performance outcomes at scale beyond search and social. Taboola continues to bolster Realize with new Generative AI features that are driving clear results for advertisers as well. Realize is a technology platform that delivers outcomes at scale for advertisers, leveraging Taboola’s unique supply, first party data and AI technology. It delivers simplicity and efficiency for advertisers to run performance-based campaigns on many of the world’s largest and most trusted publishers across all ad inventory, OEMs and apps. Advertisers across verticals including Homes.com, Tripadvisor, Philips Home Appliances, NerdWallet and Motley Fool continue to turn to Realize to achieve their performance goals. In addition, since launch, more than 650 advertisers have tested display and social features in Realize and advertisers are seeing positive results. An aviation brand was able to beat their performance goal by 34% and maximize travel bookings on their platform, leading to increased spend with Realize, for example.  Advertiser feedback “Working with Realize has been a game-changer for our performance marketing efforts. Their platform and strategic insights have directly translated into a significant increase in our new user activity and allowing us to scale our campaigns effectively. We’re meeting and exceeding our advertising objectives, thanks to their dedicated support and innovative technology,” said Brian Comeau, Homes.com. "Realize has been an essential part of new customer prospecting and consideration marketing. The on-site engagement objective is a real game-changer in terms of bringing in new and qualified users to engage with our site and drive them down the funnel," said Morley Quatroche, Sr. Marketing Manager, Performance & Acquisition, Cruise Critic, a Tripadvisor company. "Leveraging Realize’s high-intent user targeting, we achieved optimal engagement and conversion rates, making Realize an indispensable part of our media mix,” said marketing team representatives from Philips Home Appliances. “Realize is proving to be a great addition to our marketing mix. The technology is helping us drive strong efficiency and post-click engagement, through tapping into a large audience that lives across brand-safe inventory,” said Stephanie Lindstrom, ​Director, Revenue Marketing & Operations, McClatchy. “Realize continues to help businesses of all sizes get leads and grow sales,” said Adam Singolda, CEO and Founder, Taboola. “We’re helping advertisers reach and engage with 600 million people every day across the open web, on trusted publisher sites, driving those people to action. Advertisers continue to trust Realize because it is built to deliver incremental growth beyond search and social. With predictive AI trained on a decade of user behavior and data from thousands of direct publisher integrations, Realize is delivering measurable performance at scale that matters.” Taboola continues to bolster Realize with new Generative AI features as well. Most recently, it added the ability for advertisers to launch highly effective campaigns, using Generative AI to transform static images into motion ads. In testing, select advertisers have seen a 20% increase in conversion rates when using AI-generated Motion Ads versus static images. This adds to Taboola’s Generative AI suite for advertisers which also includes Abby. About Taboola   Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### USA Today Deploys Taboola's DeeperDive AI Answer Engine for All Audiences URL: https://www.taboola.com/press-releases/usa-today-deploys-taboolas-deeperdive-ai-answer-engine-for-all-audiences/ Last Modified: 2025-10-05 08:52:05 Connects readers with trusted answers exclusively from USA TODAY and USA TODAY Network content Gannett Co., Inc. (NYSE: GCI) today announced DeeperDive, an industry-first Gen AI answer engine created by Taboola (NASDAQ: TBLA) is now fully implemented on USA TODAY for an audience of over 195 million  monthly unique visitors. After completing a successful beta, DeeperDive delivers the power of GenAI conversations  directly on USA TODAY’s platform for all users, tapping into years of proprietary, real-time, high-quality content created  by journalists and editors at USA TODAY and across the USA TODAY Network. Gannett is the first U.S. publisher to launch the DeeperDive technology connecting readers with clear responses to the topics they want to know as well as real-time  content exclusively from USA TODAY and the USA TODAY Network.       “Fully embedding DeeperDive as part of USA TODAY is a first for the industry, but it’s especially significant for our brand  as we embrace innovation for the benefit of our readers,” said Michael Reed, Chairman and Chief Executive Officer,  Gannett | USA TODAY Network. “The Taboola partnership gives us the opportunity to further deliver on our promise to  enrich and empower the communities we serve because DeeperDive provides our valued audiences with trusted  relevant content, which in turn, is expected to drive stronger advertising CPMs as we capitalize on this new revenue  channel to deliver curated ads and increased engagement from readers who are more likely to become subscribers. We  are excited about the potential DeeperDive has to create more value for readers and unlock a new way to monetize,  going beyond conversations with readers that provide helpful answers, and exploring ways for advertisers to connect  directly with readers expressing high intent to purchase. The next phase of this partnership will entail embedding agents  to allow readers seamless and efficient purchasing opportunities that are tailored to their interests.”   With a deeper understanding of the topics users are searching for, DeeperDive delivers AI-generated responses enriched  with relevant stories and deeper context. This innovation provides readers with more comprehensive understanding to their query, whether they’re seeking local travel recommendations, trending sports coverage, or the latest political  updates. By providing answers rooted in trusted journalism, DeeperDive addresses the challenges posed by AI search  engines that utilize content without proper licensing of original reporting and content.  “We believe this is a once-in-a-generation opportunity for publishers and the Open Web. With DeeperDive, we’re  moving the industry from Pageviews to Generative AI Conversations, and from clicks to transactions rooted in what I see  as the most valuable part of the LLM market – decisions that matter. Consumers may ask questions using consumer  GenAI engines, but when it comes to choices that require trust and conviction, where to travel with their family, which  financial step to take, or whether to buy a product – USA TODAY is where they turn,” said Adam Singolda, CEO &  Founder, Taboola. “Now, with DeeperDive available to everyone, more than 100 million people can have those trusted  conversations directly with USA TODAY. In Q4, we will begin testing advertising LLM experiences with several major  brand partners. I’m deeply thankful to Mike Reed and the USA TODAY team for their vision and partnership. This is only  the beginning of what we can build together.”  The DeeperDive beta launched in June to a percentage of USA TODAY readers. As performance exceeded expectations,  testing was expanded to additional users. Learn more about Taboola’s DeeperDive or view a demo of the platform here.   ABOUT GANNETT   Gannett Co., Inc. is a diversified media company with expansive reach at the national and local level dedicated to empowering and  enriching communities. We seek to inspire, inform, and connect audiences as a sustainable, growth focused media and digital  marketing solutions company. Through our trusted brands, including the USA TODAY NETWORK, comprised of the national  publication, USA TODAY, and local media organizations, including our network of local properties, in the United States, and  Newsquest, a wholly-owned subsidiary operating in the United Kingdom, we provide essential journalism, local content, and digital  experiences to audiences and businesses. We deliver high-quality, trusted content with a commitment to balanced, unbiased  journalism, where and when consumers want to engage. Our digital marketing solutions brand, LocaliQ, supports small and medium sized businesses with innovative digital marketing products and solutions.  ABOUT USA TODAY  Since its introduction in 1982, USA TODAY has been a cornerstone of the national media landscape under its recognizable and  respected brand. It also serves as the foundation for our newsroom network which allows for content sharing capabilities across our  local and national markets. Through USA TODAY, we deliver high-quality, trusted content with a commitment to balanced, unbiased  journalism, where and when consumers want to engage. Across our digital platforms we reach an audience of approximately 73  million unique visitors each month (based on December 2024 Comscore Media Metrix®).  ABOUT USA TODAY NETWORK  USA TODAY NETWORK, part of Gannett Co, Inc. (NYSE: GCI), is the leading news media publisher in the U.S. in terms of circulation  and has the largest digital audience in the News and Information category, excluding news aggregators, based on the December  2024 Comscore Media Metrix® Desktop + Mobile. Our Domestic Gannett Media segment is comprised of USA TODAY, daily and  weekly content brands in approximately 220 local U.S. markets across 43 states and our community events business, USA TODAY  NETWORK Ventures. With deep roots in local communities spanning the U.S., we engage approximately 140 million monthly unique  visitors, on average, through a diverse portfolio of multi-platform content offerings and experiences. For more information, visit  gannett.com.  ABOUT TABOOLA  Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers  measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad  platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News,  Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale.  Cautionary Note Regarding Forward-Looking Statements  This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended,  Section 21E of the Securities Exchange Act of 1934, as amended, and the safe harbor provisions of the U.S. Private Securities  Litigation Reform Act of 1995, that relate to our current expectations and views of future events, which may include but not be  limited to all statements other than statements of historical facts contained in this press release, including statements relating to the  collaboration and our , beliefs, intentions, estimates or strategies regarding the future, which may not be realized. In some cases,  you can identify forward-looking statements by terms such as “believe,” “may,” “estimate,” “continue,” “anticipate,” “intend,”  “should,” “plan,” “expect,” “predict,” “potential,” “could,” “will,” “would,” “ongoing,” “future” or the negative of these terms or  other similar expressions that are intended to identify forward-looking statements, although not all forward-looking statements  contain these identifying words. Forward-looking statements are based largely on our current expectations and projections about  future events and financial trends that we believe may affect our financial condition, results of operations, business strategy, short term and long-term business operations and objectives and financial needs. These forward-looking statements involve known and  unknown risks, uncertainties, contingencies, changes in circumstances that are difficult to predict and other important factors that  may cause our actual results, performance, or achievements to be materially and/or significantly different from any future results,  performance or achievements expressed or implied by the forward-looking statement. For a discussion of some of the risks and  important factors that could cause actual results to differ materially from our expectations, see the risks and other factors detailed in  “Item 3. Key Information - Risk Factors” in Gannett’s 2024 Annual Report on Form 10-K and Gannett’s quarterly reports on Form 10-Q  and Gannett’s other filings with the SEC, in each case as such factors may be updated from time to time. Any forward-looking  statements contained in this press release speak only as of the date hereof and accordingly undue reliance should not be placed on  such statements. Gannett disclaims any obligation or undertaking to update or revise any forward-looking statements contained in  this press release, whether as a result of new information, future events or otherwise, other than to the extent required by applicable law.   ###  --- ### Taboola Earns Placement on Fortune Media and Great Place To Work’s 2025 Best Workplaces in Advertising & Marketing List URL: https://www.taboola.com/press-releases/fortune-award-win-2025/ Last Modified: 2025-10-05 11:16:42 New York, NY – Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced that it has been selected for the 2025 Fortune Best Workplaces in Advertising & Marketing™ List. The Best Workplaces in Advertising & Marketing list is based on analysis of survey responses from over 9,000 employees at Great Place To Work Certified™ companies in the advertising and marketing industry. Survey responses reflect a comprehensive picture of the workplace experience. Honorees were selected based on their ability to offer positive outcomes for employees regardless of job role, race, gender, sexual orientation, work status, or other demographic identifier. When: The news was announced today, September 11, 2025. Where: The landing page with the news and results can be found here. The Best Workplaces in Advertising & Marketing list is highly competitive. Great Place To Work, the global authority on workplace culture, determines its lists using its proprietary For All™ Methodology to evaluate and certify thousands of organizations in America’s largest ongoing annual workforce study, based on over 1.3 million survey responses and data from companies representing more than 8.2 million employees this year alone.       --- ### MarTech Breakthrough Awards Taboola a Winner of the “Performance Marketing Innovation Award” URL: https://www.taboola.com/press-releases/martech-breakthrough-awards-2025/ Last Modified: 2025-11-18 17:04:28 Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, announced it has won the "Performance Marketing Innovation Award” from the MarTech Breakthrough Awards.    The MarTech Breakthrough Awards are dedicated to recognizing the top innovators and leaders in global marketing, sales, and advertising technology. Key focus areas include AdTech, SalesTech, RevOps, marketing automation, and customer experience. When: The news was announced on August 14, 2025. Where: The winners announcement can be found here.     --- ### Taboola Unveils DeeperDive, a Gen AI Answer Engine Built for the Open Web, Connecting Readers with Unique Publisher Content, Empowering Publishers to Defy Abuse by Gen AI Search URL: https://www.taboola.com/press-releases/deeperdive/ Last Modified: 2025-06-11 08:01:40 Powered by Taboola’s “Pulse of the Internet,” Gannett I USA TODAY Network First to Deploy Technology in the U.S., The Independent First to Deploy in U.K. Taboola today announced DeeperDive, an industry-first Gen AI answer engine designed to live directly on publisher websites and leverage their own content. DeeperDive connects readers with trusted sources to explore topics they care about, directly within publisher sites. Some of the largest publishers in the world have joined Taboola as design partners for DeeperDive, including Gannett I USA TODAY Network, and The Independent. Today’s publishers face growing threats from Generative AI-powered search engines that scrape their content without permission, reduce their traffic, and offer no compensation in return. DeeperDive offers a new path forward—giving publishers a way to compete, not be replaced. DeeperDive brings the power of GenAI search engines—now a familiar experience to millions of users—directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists such as the best travel desk or top sports reporters. DeeperDive not only prompts questions that may be of interest, it delivers a direct response, much like popular Gen AI engines, but it goes a step further. This technology surfaces additional context and stories from the same publisher site, offering users a richer, more valuable view — not just a single, oversimplified answer. Publishers can use DeeperDive to deliver a cutting-edge, Gen AI-powered user experience that today’s audiences expect. By meeting users with intuitive, conversational interfaces and instant, relevant answers, publishers can stay competitive in a rapidly shifting digital landscape and reinforce their brand as a trusted, forward-thinking destination. DeeperDive is built to provide: - Smarter, more diverse answers for readers: Readers receive rich, multifaceted answers, based on Taboola’s advanced AI and real-time insights from over 600 million daily active users across a global network of 9,000 publisher partners. Unlike traditional GenAI engines that rely on static training data, Taboola understands what people are actively reading and engaging with — across topics, geographies, and moments. This unique “pulse of the internet” allows DeeperDive to surface timely, contextual answers and even suggest questions based on current trends. The result is a richer, more human search experience rooted in what truly matters to real people — right now, on the site they trust. - Increased readership and engagement for publishers: Every reader question is met with a clear, intuitive answer, along with links to relevant and timely articles from across the publisher’s site. This keeps users engaged longer and encourages deeper content exploration. For the first time, publishers can engage their audience with real-time, AI-powered content tailored to the user, whether it's about travel plans, a favorite sports team, or important financial decisions, meaningfully increasing time on site and reader loyalty. - Unlocking high-intent ad revenue opportunities and owning the future with AI agents across high intent categories: DeeperDive has the potential to create a new monetization channel for publishers starting by inserting contextually relevant, high-intent ads directly into the AI-powered results page. Publishers can capture search-like advertising revenue within their own environments — turning user inquiries into meaningful commercial opportunities, all while maintaining a seamless reader experience. “Taboola’s DeeperDive is an exciting win for our audience and the publishing industry at large. We’re thrilled to be the first to roll out this technology in the U.S. within USA TODAY. Taboola is a longtime partner that has shown an unwavering commitment to helping us accelerate audience development and unlocking growth. With DeeperDive, we see an opportunity to give our readers an innovative new way to explore our trusted content on our properties. DeeperDive combines the high-caliber reporting that the USA TODAY Network is known for with the AI technology and expertise that only Taboola can deliver,” said Michael Reed, Chairman and Chief Executive Officer, Gannett | USA TODAY Network. “Taboola continues to be a key partner for our growth,” said Christian Broughton, CEO at The Independent and Independent Media. “The Independent is innovating and investing in AI across our business, and recently launched Bulletin, a new service dedicated to serving busy readers who want truly independent, trustworthy news. We are delighted to be design partners on DeeperDive, which we will be using across The Independent and Bulletin. It has the potential to amplify the agenda-setting journalism we produce, build deeper engagement, and allow us to build even deeper relationships with our audience." “Today marks a major step forward for the open web,” said Adam Singolda, CEO and Founder of Taboola. “With DeeperDive, we’re giving publishers the power to join the GenAI revolution on their own terms, creating richer, more trusted experiences for users and unlocking search-like monetization opportunities that were previously out of reach. Over time, this means enabling publishers to own high-intent moments with AI agents across categories like travel, finance, sports, and commerce where users make meaningful decisions on platforms they already trust. It’s the shift from 50 cents per click to $500 per conversion, right on the publisher’s site. This is a big day not just for Taboola, but for the entire industry. I believe it will change how billions of people discover and decide online.” “The open web thrives when innovation and fairness go hand in hand. It’s simply not sustainable for GenAI engines to rely on publisher content while sending little traffic and compensating only a select few. That’s not innovation, it’s exploitation. Today is a moment for unity and clarity: publishers deserve real value in return for their work. It’s time to build a future where AI helps drive the open web, not drain it,  by generating meaningful traffic, sharing value, and respecting the creators who make the internet worth exploring,” continued Singolda. About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. ABOUT GANNETT Gannett Co., Inc. is a diversified media company with expansive reach at the national and local level dedicated to empowering and enriching communities. We seek to inspire, inform, and connect audiences as a sustainable, growth focused media and digital marketing solutions company. Through our trusted brands, including the USA TODAY NETWORK, comprised of the national publication, USA TODAY, and local media organizations, including our network of local properties, in the United States, and Newsquest, a wholly-owned subsidiary operating in the United Kingdom, we provide essential journalism, local content, and digital experiences to audiences and businesses. We deliver high-quality, trusted content with a commitment to balanced, unbiased journalism, where and when consumers want to engage. Our digital marketing solutions brand, LocaliQ, supports small and medium-sized businesses with innovative digital marketing products and solutions. ABOUT USA TODAY Since its introduction in 1982, USA TODAY has been a cornerstone of the national media landscape under its recognizable and respected brand. It also serves as the foundation for our newsroom network which allows for content sharing capabilities across our local and national markets. Through USA TODAY, we deliver high-quality, trusted content with a commitment to balanced, unbiased journalism, where and when consumers want to engage. Across our digital platforms we reach an audience of approximately 73 million unique visitors each month (based on December 2024 Comscore Media Metrix®). ABOUT USA TODAY NETWORK USA TODAY NETWORK, part of Gannett Co, Inc. (NYSE: GCI), is the leading news media publisher in the U.S. in terms of circulation and has the largest digital audience in the News and Information category, excluding news aggregators, based on the December 2024 Comscore Media Metrix® Desktop + Mobile.  Our Domestic Gannett Media segment is comprised of USA TODAY, daily and weekly content brands in approximately 220 local U.S. markets across 43 states and our community events business, USA TODAY NETWORK Ventures. With deep roots in local communities spanning the U.S., we engage approximately 140 million monthly unique visitors, on average, through a diverse portfolio of multi-platform content offerings and experiences. For more information, visit gannett.com. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. Contact Dave Struzzi dave.s@taboola.com   --- ### Adam Singolda to Speak with Gannett and The Independent on Generative AI at Cannes Lions URL: https://www.taboola.com/press-releases/gannett-theindependent-cannes/ Last Modified: 2025-06-09 14:54:15 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that Adam Singolda will join Mike Reed, CEO at Gannett and Christian Broughton, CEO at The Independent in a conversation about generative AI at Cannes Lions. What: The conversation will focus on how they’re reshaping business with generative AI and fighting back against threats from generative AI search. In addition, they’ll be sharing a first look at new technology they’re rolling out. When: The conversation will take place on Tuesday, June 17, 2025. Where: The conversation will be held at Résidence Grand Hotel, Entrée Dauphin, 11th Floor / 45 Boulevard de la Croisette, 06400 Cannes. Register your interest here. --- ### Taboola Launches Predictive Audiences As Part of Realize Offering, Empowering Advertisers to Reach More High-Converting Customers; Advertisers Including The Motley Fool and NerdWallet Achieve Nearly 270% Uplift in Conversions and Drive Incremental Growth, Increase Investment for Realize by Around 40% URL: https://www.taboola.com/press-releases/predictive-audiences/ Last Modified: 2025-06-04 09:00:12 New York, NY – Taboola (Nasdaq: TBLA),  a global leader in delivering performance at scale for advertisers, today announced an enhancement to Realize, its performance marketing platform, called Predictive Audiences. Predictive Audiences helps advertisers discover untapped, high-converting customers so they can meet performance marketing goals at scale.  This new technology is unlocking incremental growth for advertisers, with some growing their spend with Realize by nearly 40% year-over-year, while seeing conversion growth of up to 270% — all with minimal change to their CPAs. The Motley Fool, QuinStreet, and NerdWallet are among advertisers using Predictive Audiences to unlock incremental performance gains. Since launching in limited availability in February, weekly spend attributed to Predictive Audiences has tripled, as more advertisers begin to leverage this solution as a technology for profitable growth. Realize is the only independent performance platform that goes beyond Search and Social, delivering outcomes at scale. Predictive Audiences, Taboola’s latest addition to Realize, leverages advertisers’ first-party conversion data with Realize’s unique data to build AI-powered segments that find high-potential users across Taboola’s network—driving more efficient customer acquisition. Key benefits of Predictive Audiences include: - Identifying users likely to take action at scale: Predictive Audiences builds audiences based on actions, such as leads or purchases, and Taboola’s AI uses this to find similar users at scale across our broad network. - More efficient targeting through AI: Advertisers can reach more high-converting users in a reliable, privacy-centric way by combining first-party data with Taboola’s advanced performance AI. - Flexible campaign optimization: Advertisers can tailor their audience size to strike the right balance between scale and efficiency, aligning with specific campaign goals. For example, they can target a high-performing top percentile of users for higher conversion rates but with limited reach. Alternatively, they can broaden their audience to increase scale, which may come with a lower conversion rate. For the first time ever, Realize allows advertisers to tap into display and even more parts of Taboola’s large network of publishers, apps and OEMs. Realize is powered by an AI performance engine that finds the best opportunities for campaigns across Taboola’s network of trusted publishers and apps. This AI performance engine is powered by the unique data advantage of Taboola’s code-on-page integrations with publishers, giving it signal unlike any other open web platform to use when optimizing and placing ads. Supporting Quotes: "By leveraging Taboola's Predictive Audiences, we’ve unlocked a whole new audience while maintaining a strong CPA, ultimately driving meaningful improvements to our overall margin. Our mobile campaign, in particular, has delivered outstanding results—a 35% increase in ROAS compared to our always-on broad targeting approach," said Ajay Bhatia, Marketing Manager for The Motley Fool. "Taboola's predictive audiences have proven instrumental in refining our targeting strategy and maximizing our marketing efficiency. It’s a must-have for any team looking to elevate their campaign performance!" "The ease of implementation and rapid scalability allowed us to see results almost immediately,” said the marketing team at QuinStreet. “Taboola has become a key partner in helping us reach the right users at the right time, all while maximizing efficiency and growth." “Predictive Audiences have played a key role in improving our campaign efficiency and optimizing spend. By leveraging data-driven audience selection, Predictive Audiences have helped increase ROAS and CVRs, allowing for more precise targeting and better budget allocation. This approach has also supported scaling efforts, ultimately driving higher-quality leads and improved performance across our campaigns,” said Sammy Linares, Performance Marketing Manager at NerdWallet. “Realize leverages Taboola’s core strengths — proprietary technology, unique data we have that others don’t, and massive reach across the internet,” said Adam Singolda, CEO at Taboola. “With the addition of Predictive Audiences, we are giving advertisers yet another way to connect with consumers, those likely to take action, based on our unique AI and understanding of what drives action across our vast network.” About Taboola   Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Adam Singolda to Join Sir Martin Sorrell at Cannes for a Discussion on AI and Advertising URL: https://www.taboola.com/press-releases/adam-singolda-sir-martin-sorrell/ Last Modified: 2025-06-03 10:49:14 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that Adam Singolda will join Sir Martin Sorrell, a legendary figure in advertising, at Cannes, to talk about AI and the advertising world. What: The conversation will focus on how AI is reshaping the role of the modern ad agency—highlighting the growing demand for the technology among agency clients and how the technology is unlocking new ways to drive performance. When: The conversation will take place on Tuesday, June 17, 2025 from 12-12:45pm. Where: The conversation will be held at Résidence Grand Hotel, Entrée Dauphin, 11th Floor / 45 Boulevard de la Croisette, 06400 Cannes. Register your interest here. --- ### U.S. News & World Report Names Taboola One of the Best Companies to Work For  URL: https://www.taboola.com/press-releases/usnews-award-win/ Last Modified: 2025-06-02 10:56:09 New York, NY - Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced that it has been named one of the best companies to work for in the Northeast 2025-2026 by U.S. News & World Report. This recognition adds to a growing list of cultural accolades for Taboola in 2025, including being named a finalist for the Digiday Worklife Awards under 'Most Transparent Culture,’ and securing twelve placements on Built In’s 2025 Best Places to Work Awards. What: U.S. News’ ratings reflect the evolving sentiments that factor into employee decision-making when choosing the “best” company to work for. The ratings then analyze that sentiment against other factors, including quality of pay and benefits, work-life balance and flexibility, job and company stability, physical and psychological comfort, belongingness and esteem, and career opportunities and professional development. When: The finalist announcement was released May 29, 2025. Where: The finalist announcement can be found on U.S. News & World Report’s website here. --- ### Taboola Partners with Samsung to Power News Recommendations on More Samsung Devices Globally URL: https://www.taboola.com/press-releases/samsung/ Last Modified: 2025-04-30 09:00:16 New York, NY - Taboola (Nasdaq: TBLA)  today announced it has reached a new partnership with Samsung to serve news recommendations on Samsung devices and news channels.  Under this new multi-year relationship, Taboola will power news recommendations on Samsung News, the popular news application found on millions of Samsung mobile devices worldwide, in markets across Europe and India. Today’s news extends on a longterm relationship between Taboola and Samsung and adds even more ways for Samsung device users to connect with content from premium publishers. Taboola continues to bring recommendations from its large publisher network directly into offerings from mobile carriers and device manufacturers, helping publishers to increase reader traffic. “We are thrilled to partner even closer with Samsung, a name synonymous with quality products and experiences around the world,” said Adam Singolda, CEO at Taboola. “With this deeper partnership, we are giving more of their customers even access to news that is relevant and engaging. Today’s news reflects continued development of our long term relationship with Samsung–delivering personalized content recommendations for users, driving traffic to publishers and ultimately providing device users with great mobile experiences.” About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale.  Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Learn more at www.taboola.com and follow @taboola on X. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Expands Partnership with Gannett to Bolster Realize Offering, Empowering Performance Advertisers to Connect with Consumers Across Entirety of Gannett Properties URL: https://www.taboola.com/press-releases/gannett-realize/ Last Modified: 2025-04-23 09:00:14 New York, NY –  April 16, 2025 - Taboola (Nasdaq: TBLA),  a global leader in delivering performance at scale for advertisers,  today announced an update to its long-term partnership with Gannett Co. Inc. (NYSE: GCI), a diversified media company with expansive reach across the country including USA TODAY and over 200 local publications throughout the USA TODAY Network. Since 2013, Taboola has partnered with Gannett by powering recommendations across Gannett’s digital properties. Now, as part of Taboola’s expansion beyond native and into performance, Taboola has deepened its partnership with Gannett to offer performance advertisers access to display inventory on Gannett properties with Realize. For the first time ever, Realize allows advertisers to tap into display and even more parts of Taboola’s large network of publishers, apps and OEMs. Realize is powered by an AI performance engine that finds the best opportunities for campaigns across Taboola’s network of trusted publishers and apps. This AI performance engine is powered by the unique data advantage of Taboola’s code-on-page integrations with publishers, giving it signal unlike any other open web platform to use when optimizing and placing ads. “We’re proud to work closely with Taboola and look forward to expanding our relationship further through Realize,” said Tim Wolfe, Senior Vice President of Revenue Operations at Gannett. “Our long-standing collaboration has shown them to be a strategic partner across the board, driving audience development, engagement, and monetization.“ “We’ve had a long and productive history working with Gannett, partnering closely for mutual growth,” said Adam Singolda, CEO of Taboola. “Through this expanded partnership, we’re providing performance advertisers with greater access to drive results on trusted sites, using Realize. Our deepened partnership with Gannett is yet another proof point of how we’re combining the best first-party data, AI, and distribution capabilities that performance advertisers need.” About Taboola  Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. About Gannett Gannett Co., Inc. is a diversified media company with expansive reach at the national and local level dedicated to empowering and enriching communities. We seek to inspire, inform, and connect audiences as a sustainable, growth focused media and digital marketing solutions company. Through our trusted brands, including the USA TODAY NETWORK, comprised of the national publication, USA TODAY, and local media organizations, including our network of local properties, in the United States, and Newsquest, a wholly-owned subsidiary operating in the United Kingdom, we provide essential journalism, local content, and digital experiences to audiences and businesses. We deliver high-quality, trusted content with a commitment to balanced, unbiased journalism, where and when consumers want to engage. Our digital marketing solutions brand, LocaliQ, supports small and medium-sized businesses with innovative digital marketing products and solutions. Disclaimer – Forward-Looking Statements Each of Taboola (the “Company”)  and Gannett Co., Inc. (“Gannett”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in each of the Company’s  and Gannett’s Annual Reports on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and subsequent filings made by each of them with the Securities and Exchange Commission.   Each of the Company  and Gannett cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made.  Neither  the Company nor Gannett undertakes or accepts any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.       --- ### New Study Reveals Nearly 75% of Performance Marketers Are Experiencing Diminishing Returns on Social Media Ad Spend; Over 50% Expand Into Additional Channels Beyond Social URL: https://www.taboola.com/press-releases/pulse-of-performance-advertising/ Last Modified: 2025-04-02 09:03:00 New York, NY – Taboola, a global leader in delivering performance at scale for advertisers,  today announced a new report based on a survey conducted with Qualtrics, a leading company in experience management working with nearly 20,000 organizations worldwide.  Performance advertising on social media is rapidly growing—industry forecasts predict that social media ad spend will reach $239 billion in 2025 and is projected to reach $273 billion in 2026. However, new research found that despite social media’s dominance in performance advertising, nearly 75% of performance marketers have noticed diminishing returns from their social media ad investments. Additional key insights from The Pulse of Performance Advertising: Diminishing Returns include: - Most of these performance marketers indicated that diminishing returns impact over 30% of their spend. - Marketers focused on performance face diminishing returns on social media due to audience saturation, rising costs, and ad fatigue. - Over 80% of performance marketers use multiple tactics to combat diminishing returns, with more than half expanding into additional digital channels beyond social media ads. “While social media accounts for a large portion of performance advertising budgets, many marketers have hit a barrier in the form of diminishing returns,” said Adam Singolda, CEO of Taboola. “More spend just isn’t translating into better results. The findings in this report point to difficulty in sustaining performance over time, with marketers seeking solutions that can help them overcome that barrier.” The Pulse of Performance Advertising: Diminishing Returns is based on a survey of more than 300 advertisers, from brands and agencies in the US.   About Taboola   Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Reaches 10 Years in Serving Advertising on Microsoft Properties Including MSN, Edge Browsers and Windows Experiences; Taboola Now Serves Advertising Across Microsoft Productivity Suite, Including Outlook Mail and Office 365 URL: https://www.taboola.com/press-releases/microsoft-10years/ Last Modified: 2025-03-18 10:27:25 New York, NY - Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced it has reached a ten-year milestone serving advertising on select Microsoft properties and has deepened this relationship even further. For years, Taboola has served ads on Microsoft-owned digital properties and apps including MSN, one of the most read news destinations in the world, Microsoft Edge, one of the world’s leading AI-powered browsers, and other Microsoft Windows experiences. Taboola has now deepened its relationship to serve advertising on more of the world’s most used apps built by Microsoft, including Outlook and across other apps within the Microsoft 365 productivity suite of products. Taboola’s AI-powered technology is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Advertisers can also connect with nearly 600 million daily active users in brand safe environments. “Reaching a decade serving ads with an industry leader such as Microsoft is an incredible milestone,” said Adam Singolda, CEO at Taboola. “Our collaboration has been established for the long-term and on Taboola’s ability to help Microsoft provide richer experiences on its immensely popular digital properties. As we expand to offer advertising on additional Microsoft properties, we’re giving advertisers even more access to trusted, premium destinations that reach people across all different parts of their day as they’re actively engaged.” About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale. Learn more at www.taboola.com and follow @taboola on X. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Expands Beyond Native Ads with Realize; New Technology Platform Allows Taboola to Serve The Entire Performance Advertising Market, Customers Include Babbel, eToro and More URL: https://www.taboola.com/press-releases/taboola-realize/ Last Modified: 2025-02-26 06:24:55 https://www.youtube.com/watch?v=X1YFIUeEUFw New York, NY – Taboola, a global leader in delivering performance at scale for advertisers, today announced a new focus beyond native advertising and a powerful new technology platform called Realize. Taboola has pioneered native advertising for more than a decade, driving success for advertisers, primarily in bottom of article placements. Today, Taboola extends far beyond this legacy with the introduction of Realize, an industry-first platform that specializes only in performance outcomes at scale beyond search and social. Realize taps into Taboola’s unique data, performance AI, and an increasingly diverse range of inventory and creative formats to achieve performance objectives. While advertisers need great solutions for all parts of the marketing funnel, they need specialized solutions. Existing solutions that promise full funnel service face significant challenges to excel in each part of the marketing funnel. As of today, Taboola is opening Realize for all advertisers focused on performance. Taboola estimates that advertisers spend $25B a year attempting to achieve performance outcomes on DSPs and niche AdTech solutions, yet in many cases these channels lack the performance expertise, scale or data to get the results advertisers need. DSPs tend to focus on video and CTV, which is great for branding goals but not performance, while AdTech companies tend to lack enough scale for success. Taboola estimates there is nearly $30B of spend suffering from diminishing returns on social media as well. In addition, 75% of performance advertisers spending on social say they are dealing with diminishing returns and are looking for solutions, due to audience saturation, rising costs and ad fatigue. In total, Taboola estimates that a majority of this $55B being spent on performance advertising is not providing the ROI it could be. Realize is the only independent performance platform that goes beyond search and social media and delivers outcomes at scale for advertisers, leveraging Taboola’s unique supply, first party data and AI technology. It delivers simplicity and efficiency for advertisers to run performance-based campaigns on many of the world’s largest and most trusted publishers across all ad inventory, OEMs and apps. Key components of Realize include: - New Supply: Going Beyond “Bottom of Article” Native For the first time ever, Realize allows advertisers to tap into display and even more parts of Taboola’s large network of publishers, apps and OEMs which include NBC News, Yahoo, Xiaomi and Samsung. Taboola advertisers can now go beyond native ad placements to connect with relevant customers in high visibility locations on many of the world’s most trusted publishers and apps to drive performance. - AI and Data Advantage: Driving Measurable Results at Scale Realize is powered by an AI performance engine that finds the best opportunities for campaigns across Taboola’s network of trusted publishers and apps. This AI performance engine is powered by the unique data advantage of Taboola’s code-on-page integrations with publishers, giving it signal unlike any other open web platform to use when optimizing and placing ads. - Creative Freedom: Getting Started Faster with Social, Display, Vertical Videos Realize provides an intuitive experience for performance advertisers, allowing them to now reach their customer acquisition goals with the same creative assets they use on display or social media campaigns. It transforms existing assets into high-performing ads across premium placements on leading publishers and apps, instantly. “Every business deserves a chance to grow and succeed,” said Adam Singolda, CEO at Taboola. “Performance advertising beyond search and social media has been far too difficult for too long, however. Advertisers have settled on search and social media simply because there has been no viable alternative. Spending money with DSPs and CTV is great for branding but not optimized to drive performance, and running display with hundreds of advertising tech companies at low scale is simply not worth marketers’ time. Amazon started in 1994 and did a great job winning the book business by 2000, which allowed them to go into owning all of e-commerce. This is our “Amazon moment.” After many years of success with native ads, it's time to go after all of performance advertising. We can do a lot more for advertisers, and a lot more for publishers. Today is an exciting day for me and us at Taboola.” Supporting quotes “Taboola’s new technology platform, Realize, expands the potential for success with our performance marketing. Realize provides more options to connect with customers in engaging and prominent ways through a vast network of trusted publishers globally. We expect Realize will greatly benefit our advertising reach and ROI, and we’re excited to use it,” said Julie Hansen, CRO & US CEO at Babbel. "Taboola has been a longstanding partner for eToro, providing the technology and team that has helped us excel in reaching customers. Taboola's new Realize technology platform helps us go even further, driving success for our performance-focused campaigns and helping us to achieve our customer acquisition goals. We look forward to continuing to grow using Taboola and Realize," said Nir Szmulewicz, CMO, eToro. “We praise Taboola’s end-to-end approach to ensuring performance advertising success,” says Jeff Ratner, President Media, Data, Analytics at Quigley-Simpson. “We have worked with Taboola for many years and they have shown the technology and expertise needed for driving true ROI for our campaigns. Realize shows promise for going even further, bringing the best of all worlds–AI that works to find us the best outcomes, audiences that are uniquely engaged, and placements that are highly visible that live on trusted publishers.” “For a media agency that has always been on the cutting edge of performance marketing, as we are at EVERSANA media, I could not be more excited to leverage Taboola’s new performance platform, Realize, which brings to life end-to-end performance campaigns. With Realize, you have the marriage of both audience engagement and scale, along with outcome-driven AI. I think this type of strategic pivot into performance is going to yield major dividends for Taboola and its clients,” says Justin Chase, EVP, EVERSANA INTOUCH Media.  About Taboola Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale.   Disclaimer – Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events, including Taboola.com Ltd.’s (the “Company’s”) new focus beyond native advertising and its expectations for Realize, its new performance advertising technology platform, and by implication the potential future financial and operating performance of the Company. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in or implied by this press release include, but are not limited to: the recent introduction of Realize, which has not yet been subject to extensive third-party market testing or utilization; the degree to which, or whether, Realize can achieve its intended performance objectives and attract, retain and grow advertisers and advertising spending; timing and levels of market acceptance; implementation costs for the new platform; risks relating to the timing and amount of financial contributions from Realize, which could be negative especially during the roll-out period, which could be protracted; the new platform's ability to deliver outcomes at scale; impacts of user experience, advertiser platform utilization and spending; impact from competitors that have or are perceived to have superior solutions now or in the future; and other risks and uncertainties set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and the Company’s subsequent filings with the Securities and Exchange Commission. --- ### Taboola Partners with LINE, Powering Recommendations and Ads for LINE Plus Globally URL: https://www.taboola.com/press-releases/line-plus/ Last Modified: 2025-02-24 09:00:43 New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new, exclusive three-year deal with LINE, a diverse, global ecosystem that includes a messaging app, lifestyle, fintech, Web3, e-commerce, gaming, entertainment, AI, and more, reaching nearly 200 million monthly active users. This agreement marks Taboola as LINE’s first third-party partner for providing a news service in countries where such a service is not yet available.  Under the new long-term, highly strategic partnership, LINE Plus, LINE’s business arm operating in global markets, will integrate Taboola News to power recommendations and ads globally in new, engaging ways. Taboola News brings recommendations from Taboola’s large publisher network directly into offerings from mobile carriers and device manufacturers, including smartphone screens. Taboola and LINE have an existing relationship and began working together in 2021. "LINE connects people all over the world, providing them with access to important information and services. News consumption plays a key role in achieving this, as it motivates people to stay informed about the world around them,” said Eunjung Lee, CEO of LINE Plus. “Taboola has been very helpful in enhancing our user recommendations, and their expertise in recommendation technology made it easy for us to choose Taboola News as our first exclusive partner.” “LINE has built an incredible mobile-first brand that consumers trust,” said Adam Singolda, CEO and Founder of Taboola. “With their massive user base, LINE has become a great place for millions of consumers to communicate, discover news, and engage with content, all around the world. We’re honored that they’re trusting us for ads and couldn’t be more excited to see how Taboola News will blend the open web and use of AI, and bring ultimate advertiser success.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Renews Content Recommendations Deal with Reach PLC, Expanding Deal to Include Header Bidding and Bringing Relationship Into Its Thirteenth Year URL: https://www.taboola.com/press-releases/reachplc-2025/ Last Modified: 2025-01-28 07:57:17 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced the renewal of its long-standing partnership with Reach PLC, the largest commercial news publisher in the UK and Ireland. The new multi-year agreement takes Taboola’s exclusive relationship with Reach into its thirteenth year.  In the new deal, Reach will continue to implement Taboola’s suite of products to grow its audience, optimise user engagement, and drive revenue across its large portfolio spanning the UK, Ireland, and the U.S. Notable titles include the Mirror, the Express, and OK!, among others.  Reach will continue to utilise Taboola Feed, an integrated feed that provides readers with personalised multi-format content recommendations, Explore More, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps, and exclusive in-article Ad units. Reach will also now be implementing Taboola’s Header Bidding product, a capability that allows publishers to drive improved monetization. Adam Singolda, Founder and CEO, Taboola said: “Reach is a great example of a publisher that continues to keep up with readers year after year, with a great commitment to long-term growth in boosting readership, engagement, and their business. We’re proud to be heading into our thirteenth year together, and we’re especially excited to see our partnership expand even further with today’s news.” Piers North, Chief Revenue Officer for Reach, said: "We have developed a really positive relationship with Taboola over the years and are excited to build on this partnership. Reader experience is important to us and so we will be working with Taboola to improve this across our platforms for all our audiences." About Taboola  Taboola powers recommendations for the open web, helping people discover things they may like.   The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.   Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers.  Learn more at www.taboola.com and follow @taboola on Twitter.  About Reach Reach plc is the UK and Ireland’s largest commercial news publisher. Reach is home to over 120 trusted brands, from national titles like the Mirror, Express, Daily Record and Daily Star, to local brands like MyLondon, BelfastLive and the Manchester Evening News, as well as US brands. Every month publications reach 69% of the UK online population, who come to Reach for trusted news, entertainment and sport. For more information, visit reachplc.com Disclaimer - Forward-Looking Statements  Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.      --- ### Digiday Names Taboola a Finalist for The Digiday Worklife Awards Under “Most Transparent Culture” URL: https://www.taboola.com/press-releases/digiday-worklifeawards-finalist-2025/ Last Modified: 2025-01-22 09:58:10 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it has been chosen as a finalist for Most Transparent Culture with the Digiday Worklife Awards.  Taboola has been nominated in the new Most Transparent Culture category for its leadership approach that prioritizes openness and accountability. The company shares key business insights, including revenue and performance data, with all 2,000 employees through daily emails and monthly global meetings, fostering unfiltered dialogue. Taboola further encourages collaboration and empowers employees to influence growth through localized all-hands meetings and annual global events. What: The Digiday Worklife Awards recognize the companies prioritizing initiatives that promote employee growth, skill-building, and fluency in emerging areas like AI. Additionally, the awards recognize businesses that foster workplace transparency and commitments to diversity, equity, and inclusion (DEI). When: The finalist announcement was released January 14, 2025. The winner’s announcement will be made on January 28, 2025. Where: The finalist announcement can be found on Digiday’s website here. --- ### Taboola Earns Twelve Placements on Built In’s 2025 Best Places to Work Awards URL: https://www.taboola.com/press-releases/built-in-awards-2025/ Last Modified: 2025-01-07 10:27:03 Built In Recognizes Taboola as a Best Place to Work in the U.S., Atlanta, Boston, Chicago, Los Angeles, and New York City Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the company was honored with multiple Built In 2025 Best Places To Work Awards.  What:  - Best Places to Work is an awards program that gives recognition to companies who offer the best total rewards programs and compensation packages among their peers. These awards recognize the best tech companies for tech professionals. - Taboola earned twelve placements on the awards list: U.S. Best Companies to Work For, U.S. Best Large Companies to Work For, Atlanta Best Places to Work, Atlanta Best Large Places to Work, Boston Best Places to Work, Boston Best Large Places to Work, Chicago Best Places to Work, Chicago Best Large Places to Work, Los Angeles Best Places to Work, Los Angeles Best Large Places to Work, New York City Best Places to Work, and New York City Best Large Places to Work. - The annual awards program includes companies of all sizes, from startups to those in the enterprise, and honors both remote-first employers as well as companies in large tech markets across the U.S. - Built In determines the winners of Best Places to Work based on an algorithm, using company data about compensation and benefits. To reflect the benefits candidates are searching for more frequently on Built In, the program also weighs criteria like remote and flexible work opportunities, programs for DEI and other people-first cultural offerings.   This award win follows several recent achievements for Taboola, including wins for the Timmy’s Awards, the Digiday Technology Awards, and being named finalists at the AdExchanger Awards. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Signs New Content Recommendations Deal with Future, Extending Partnership into 12th Year URL: https://www.taboola.com/press-releases/future-2024/ Last Modified: 2024-12-10 09:08:05 NEW YORK, 10 December 2024: Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced the renewal of its long-standing partnership with Future, a global multi-platform media company and leading digital publisher of specialist media. The new agreement takes Taboola’s relationship with Future into its 12th year. In the new deal, Future will continue to implement Taboola’s suite of products to help grow its audience, optimise user engagement and drive revenue across its large portfolio spanning multiple sectors including technology, entertainment, and lifestyle. Notable titles include TechRadar, Marie Claire, Tom’s Guide, and PC Gamer among others. Future will continue to utilise Taboola Feed, which provides readers with personalised multi-format content recommendations to create a more engaging experience. In addition, Future will continue to implement Explore More, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps.  Eric Harris, Chief Operating Officer at Future said: “We look forward to continuing our partnership with Taboola as we look to reach and engage new and existing audiences with our high-quality, expert content.” Adam Singolda, Founder and CEO, Taboola said: “Future is home to some of the world’s most well-known, diverse brands including TechRadar, Marie Claire, Tom’s Guide, Cinemablend, and more. We’re honoured to have had their vote of confidence for more than a decade, and we look forward to continuing to provide Future with a holistic approach to audience building and monetization.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.     --- ### Taboola and WeatherBug Announce New, Exclusive Multi-Year Deal URL: https://www.taboola.com/press-releases/weatherbug-2024/ Last Modified: 2024-12-03 09:27:41 Taboola to Continue Powering Recommendations for WeatherBug’s Digital Properties Across iOS and Android Apps and Web Pages New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new three-year deal with WeatherBug (a GroundTruth brand), leading weather site and mobile app with over 20 million users and Taboola partner since 2019. Under the renewed deal, WeatherBug will continue to leverage Taboola’s suite of products across multiple user touchpoints to grow its audience, optimize user engagement, and drive revenue. Taboola will remain implemented across WeatherBug’s digital properties including its app (spanning iOS and Android devices) and web interface (on mobile and desktop).  Additionally, Taboola will continue to help Weatherbug optimize and tailor the user experience to drive engagement with Taboola Feed, providing readers with personalized multi-format content recommendations to make for a highly engaging experience. Weatherbug will also soon incorporate video reel placements, which drive higher user engagement while opening up new premium demand channels. “WeatherBug stands out for our commitment to delivering reliable weather information while leveraging advanced technology to create a seamless user experience, and Taboola has been an important partner in helping us stay true to this mission since 2019,” said Gundeep Hora, President and General Manager at WeatherBug. “We’re thrilled to continue our partnership with them and look forward to seeing what else we can accomplish together.” “WeatherBug is a go-to weather resource for anyone needing timely and accurate weather information, and we’re honored to be chosen as their recommendations partner since 2019,” said Adam Singolda, CEO and Founder at Taboola. “It’s been exciting to watch WeatherBug grow over the past 5 years and we’re looking forward to giving them the holistic resources they need to grow their business even further.” About WeatherBug WeatherBug is a leading weather consumer brand with over 20 million users. With the industry’s most extensive weather observation networks and unique severe weather detection, WeatherBug’s vision is to provide environmental intelligence for all aspects of people’s lives. The WeatherBug app is a top-rated weather app in the app stores.  WeatherBug is a GroundTruth company. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Announces New, Exclusive Three-Year Deal with The Weather Company URL: https://www.taboola.com/press-releases/twc-2024/ Last Modified: 2024-11-12 09:07:40 Taboola to Power Recommendations Across The Weather Channel and Weather Underground Digital Properties; The Weather Company to Power Weather on Taboola News Lockscreens Globally New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new three-year deal with The Weather Company, extending its long-term partnership. The world’s most accurate weather forecaster, The Weather Company provides weather data, insights and scalable solutions in a privacy-forward way, reaching thousands of businesses and 360 million people monthly. Under the new deal, The Weather Company will continue to leverage Taboola’s suite of products across multiple user touchpoints to grow its audience, optimize user engagement, and drive revenue across digital properties including weather.com, wunderground.com, and The Weather Channel App for iOS and Android. Taboola also helps The Weather Company optimize and tailor the user experience to drive engagement with Taboola Feed, a seamlessly integrated feed that provides readers with personalized multi-format content recommendations to make for a highly engaging experience. In addition, The Weather Company will become the exclusive weather provider for the Taboola News lockscreen experience, in partnership with global OEM partners. Participating device holders who choose to get valuable localized weather will soon get the latest hourly and 10-day weather forecasts at a glance from The Weather Channel directly on their lock screen. “As one of America’s most trusted brands, we provide relevant, compelling weather content to help people plan their daily lives and stay informed no matter the weather,” said D.J. Reali, chief revenue officer, consumer and enterprise data, at The Weather Company. “As the exclusive weather provider for Taboola News on devices globally, we are further expanding global access to reliable, trusted weather data, which has never been more important as our changing climate makes weather increasingly impactful on all of us.” “The Weather Company is an iconic, trusted source of weather for people all over the world. We’re grateful that they continue to choose us as their native partner,” said Adam Singolda, CEO and Founder at Taboola. “Our relationship is built on years of great cooperation, and we’re looking forward to continuing to work within this brand-safe environment by expanding our partnership in new ways.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola’s Creative Shop Surpasses Four Year Milestone, Supporting More Than 800 Top, Global Advertisers Including Bombas, eToro, and NerdWallet; Advertisers See 88% Increases in Conversion Rates in 2024; Offering Sees 43% Increase in Advertiser Campaigns Quarter Over Quarter URL: https://www.taboola.com/press-releases/creative-shop-milestone-2024/ Last Modified: 2024-10-30 09:00:53 New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a major adoption milestone for the Taboola Creative Shop, the first global program to help brands and media agencies execute and optimize advertising campaigns that run on its network. More than 800 of the world’s top brands and agencies have chosen the Taboola Creative Shop to increase the impact of their Taboola campaigns, driving both brand and performance advertising goals. Advertisers utilizing the Creative Shop have seen 88% increases in conversion rates in 2024. Additionally, advertiser campaigns involving the Creative Shop have increased by 43% in Q2 compared to Q1. The Creative Shop leverages data from hundreds of thousands of successful advertising campaigns that have run on Taboola’s massive network of premium publishers, as well as thousands of ongoing A/B tests. It couples this massive dataset with a team of data analysts, content strategists, copywriters, graphic designers, and video editors to give brands the strategies and assets needed to drive significantly more results for brand or performance advertising goals. "We’re continuing to give advertisers the technology and team they need to be successful— technology to reach massive audiences, insights about what works best based on hundreds of thousands of successful ad campaigns on Taboola, and experts that are tuned into their business,” said Adam Singolda, CEO and Founder of Taboola. “Clear results and growth are showing that advertisers value the Creative Shop for its ability to help them reach their goals, from performance to brand awareness.” Supporting quotes "The Taboola Creative Shop has been instrumental to our native ads strategy by providing clear and tangible recommendations for both our creative assets and landing pages. Their continued innovation and valuable insights ensure that we have a cutting edge strategy while protecting our brand values and providing the best experience for our consumers," said the NerdWallet team. “As Head of Growth Marketing at Enpal, I've consistently been impressed by Taboola's Creative Shop. Even with a deep understanding of our campaigns, they continuously uncover new insights that I hadn't previously considered, ensuring our creative efforts remain innovative. Our recent workshop exemplified this perfectly, filled with 'lightbulb moments' that left our team inspired and eager to test new ideas," said Alina Bart, Head of Growth Marketing at Enpal. "EarPros benefited greatly from the Taboola Creative Shop. Thanks to a deep dive with the team, who analyzed EarPros’ campaigns and assets and provided ad hoc ready-to-use titles and images in line with the industry best practices, our cost per lead decreased by 59% in the U.S., where it's currently below the CPL goal. This allowed us to unlock additional budget and scale up volumes. We are now focused on working with the Creative Shop also in other countries to further boost our performances,” said the team from EarPros (part of the Amplifon Group). About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Signs Exclusive Deal with National World and Axiom Media Alliance (AMA) to Power Content Recommendations Across the National World Network of Regional Sites Including Yorkshire Evening Post and The Scotsman URL: https://www.taboola.com/press-releases/national-world-ama/ Last Modified: 2024-10-21 09:16:48 21 October 2024: Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, has signed an exclusive multi-year partnership with National World, one of the UK’s largest regional publishers reaching more than 15 million monthly visitors.   The London Stock Exchange-listed National World is now implementing Taboola’s suite of products to grow its audience, optimise user engagement and drive revenue across its digital properties. These include over 60 regional and national titles, such as Yorkshire Evening Post, The Scotsman, and Express & Star. National World has implemented Taboola Feed, a seamlessly integrated feed that provides readers with personalised multi-format content recommendations to create a more engaging experience. In addition, National World has adopted Explore More, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps. Taboola allows National World to provide personalised user experiences across all these touchpoints, optimising content recommendations to improve user engagement. Together, Taboola and National World will explore the option to implement Taboola in additional high-impact user touchpoints. “At National World, we’re seeing an increase in subscriber numbers and impressive growth in our business. However, we’re always looking for ways to improve our products further so that our audiences are more engaged,” said Jade Power, Director of Digital Monetisation at National World. “We believe Taboola’s products will prove a powerful asset as we continue on our growth path and in particular, that they will help us navigate the shifting media landscape.” Under the partnership, sales will be managed by Axiom Media Alliance, a joint venture between National World and Axiom Media Holdings that markets all digital and video assets to advertisers. Jeremy Lawrence, Chief Executive Officer at Axiom Media Alliance, said: “We’re really pleased to have Taboola on board as a partner as its offering and technology is first class. We believe this deal will allow us to show tangible proof of increased engagement with our audiences, which should significantly increase our appeal to advertisers.” Adam Singolda, Founder and CEO at Taboola, said: “National World is a leading force in the UK media, with readers spanning a large network of national and local titles. I’m excited to be part of the company’s further growth, built on Taboola technologies designed to boost audiences, engagement, discovery, and revenues further.” The deal with National World is the latest in a string of successful publisher partnerships signed this year, with Taboola also announcing deals with tech publisher Foundry and Ireland’s largest media group Mediahuis Ireland. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.     --- ### Taboola Introduces Abby, An Industry First Generative AI Assistant, Enabling Advertisers to “Talk to Abby” to Start and Manage Every Aspect of Advertising Campaigns URL: https://www.taboola.com/press-releases/taboola-introduces-abby/ Last Modified: 2024-10-15 08:06:51 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced the introduction of Abby, an industry-first Generative AI technology that advertisers can use to start and manage campaigns, even without being an expert in advertising.  https://www.youtube.com/watch?v=oayMIQLGEbA Nearly 91% of advertisers are already using or considering implementing Generative AI technology, according to industry data. Advertiser adoption for Generative AI has risen sharply recently as well, as a result of their desire to improve efficiency, drive more sales and return on investment–81% of advertisers believe it can increase sales for their organizations. Abby is an advanced AI assistant for advertisers that offers a conversational approach to building and launching every aspect of their campaigns–budgeting, targeting, creative, optimization and more. Abby is built on more than a decade of learnings from successful advertiser campaigns across Taboola and allows advertisers to launch effective campaigns in minutes, on a network of trusted premium publisher websites that reaches more than 600 million daily active users. In testing, advertiser campaigns launched with Abby were estimated to go live 75% faster than campaigns set up manually. Abby builds and manages every aspect of advertisers’ media plans, prompting users with simple questions that automatically build media plans based on any marketing objective. Advertisers can focus on goals like driving purchases, increasing brand awareness or lead generation, as well as set budget allocations between desktop and mobile, and more.  Abby also offers advanced Generative AI creative features, allowing advertisers to use the same conversational approach to creating and modifying images. Advertisers can edit backgrounds, call to actions (CTAs), and create relevant creative captions without any image editing software or expertise required. “Abby reinvents what's possible for advertisers of all sizes, taking the guesswork and time demands out of launching campaigns,” said Adam Singolda, CEO at Taboola. “Abby democratizes access to advertising so that anyone can build their campaigns, in the same way they would talk to a seasoned ad industry executive. Advertisers can ‘speak’ to Abby in plain language and sit back as she acts as a campaign expert. Abby combines the best of Generative AI with our unique data and best practices to help advertisers succeed. This is one more step on our journey to drive advertiser success with Taboola.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Partners with Jounce Media to Verify Ad Inventory is Free From Made for Advertising (MFA) Properties URL: https://www.taboola.com/press-releases/taboola-partners-with-jounce-media-to-verify-ad-inventory-is-free-from-made-for-advertising-mfa-properties/ Last Modified: 2024-10-02 09:03:33 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a partnership with Jounce Media, an industry leader in programmatic supply chain management, to verify that the Taboola Select publisher network is free from Made for Advertising (MFA) properties. According to industry data, a substantial portion of advertising dollars are spent on Made for Advertising sites, with 15 percent of ad spend classified as MFA. Taboola has spent more than 15 years forging partnerships with top publisher properties including Yahoo, Business Insider, and The Associated Press. Recently, Taboola launched Taboola Select, offering advertisers even more access to highly visible placements across a curated selection of publishers as well. Taboola Select is a curated selection of highly visible and brand safe placements on just 15 percent of Taboola’s most premium publishers, allowing advertisers to drive performance-focused campaigns. Through this new partnership with Jounce Media, Taboola will utilize Jounce's MFA-detection technology and data, alongside proprietary machine learning models and procedures, to guarantee the exclusion of MFA publishers from Taboola Select. “Made For Advertising supply undermines advertiser trust in the open internet and siphons ad spend from reputable publishers,” said Chris Kane, President of Jounce Media, "Taboola’s decision to package its most premium supply in the Taboola Select network and to use Jounce data to ensure the marketplace is MFA-free is a positive step that serves both marketers and publishers." “Advertisers deserve access to premium, brand safe and effective publishers to run their campaigns,” said Adam Singolda, CEO and Founder at Taboola. “Taboola has been on the forefront of providing this access, through our immense scale with trusted publishers. Adding the expertise and guidance of Jounce is yet another vote of confidence in our ability to connect advertisers with consumers in premium destinations.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About Jounce Media Jounce Media is the industry leader in programmatic supply path optimization and is trusted by the world's largest brands, agencies, media companies, and advertising technology platforms to enable high efficiency programmatic trades. Through industry-leading research and fully transparent supply chain data, Jounce arms buyers and sellers with an information advantage to identify and avoid value-extracting RTB auctions. Learn more at jouncemedia.com. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Announces Two Wins from 2024 North American Timmy Awards: Vice President of R&D Ning Ning Yu Named ‘Best Tech Manager’; Taboola Named ‘Best Tech Workplace for Diversity’ URL: https://www.taboola.com/press-releases/timmy-awards-winner/ Last Modified: 2024-10-01 10:15:36 Taboola Announces Two Wins from 2024 North American Timmy Awards: Vice President of R&D Ning Ning Yu Named ‘Best Tech Manager’; Taboola Named ‘Best Tech Workplace for Diversity’ Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced it has won two awards from the 2024 North American Timmy Awards. Ning Ning Yu, VP of R&D at Taboola has been named 2024’s ‘Best Tech Manager,’ and Taboola has been named ‘Best Tech Workplace for Diversity.’ Presented by Tech in Motion, one of North America’s largest event series, the Timmys honor outstanding tech workplaces and leaders across North America. ‘Best Tech Manager’ recognizes technology managers who go above and beyond, and who show leadership, innovation, and positive influence. ‘Best Tech Workplace in Diversity’ represents employers that build and sustain an inclusive culture from the top down, encouraging employees to bring their authentic selves to work every day. They implement strategic hiring practices, celebrate team member differences, and encourage diverse thinking to produce an innovative product. When: The news was announced on Thursday, September 26, 2024 at the 2024 annual Timmy Awards ceremony. Where: The ceremony can be viewed here and the winners can be viewed here. --- ### Taboola Re-Awarded IAB UK Gold Standard Certification for Upholding Industry-Leading Compliance Standards URL: https://www.taboola.com/press-releases/iab-uk-recertification/ Last Modified: 2024-09-25 12:10:53 New York, NY - Taboola (Nasdaq: TBLA), Taboola, the global leader in powering recommendations for the open web, has been re-awarded the Interactive Advertising Bureau (IAB) UK Gold Standard Certification in recognition of its commitment to upholding the latest key advertising industry standards. The Gold Standard 2.0 is part of IAB’s initiative to improve and safeguard the online advertising ecosystem. Started in 2017, it is recognized internationally as a leading initiative for raising the standards of the digital advertising industry for both brands and consumers. To receive Gold Standard Certification, organisations need to demonstrate the highest standards of compliance through a thorough vetting process. The re-certification means: - Industry-leading compliance: Taboola meets the latest key advertising industry standards covering digital advertising experience, brand safety, GDPR and ePrivacy law compliance, ad fraud mitigation, and supply chain transparency. Though UK-specific, the Gold Standard certification is highly respected and known worldwide by the IAB and its members for ensuring best practices in digital advertising. - Industry leadership: Taboola is placed among a select group of around 60 IAB UK members, including major players such as Captify, Dentsu, Meta/Instagram, Publicis, Group M, Havas, OCM, Omnicom Media Group, and The Guardian, who are IAB UK Gold Standard 2.0 certified. - Working with the best: Taboola can proudly engage with advertisers who commit to working only with Gold Standard-certified companies. This includes leading brands such as Coca-Cola, Mattel, Unilever, and Adidas, who only want to appear in premium, brand safe environments, and are respectful of user experience and privacy. The awarding represents the latest milestone in Taboola’s ongoing commitment to improving standards across its network. Taboola was first awarded the IAB UK Gold Standard Certification in 2022, and prior to that had also achieved Brand Safety Certification by TAG, complementing its pre-existing “Verified by TAG” status, and announced partnerships with leaders in brand safety and suitability such as IAS and MOAT. Adam Singolda, CEO and Founder, Taboola said: “The IAB's Gold Standard is a mark of top-tier industry knowledge and expertise. Advertisers flock to tech partners with this seal, and it’s clear why. This underscores Taboola’s strength in helping partners connect with over 600 million daily users safely and effectively, and we're proud to be re-awarded this certification." About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Extends Partnership with Xiaomi’s International Internet Business Arm, Taboola News Powers Recommendations on Xiaomi Products in Many Key Markets Around the World URL: https://www.taboola.com/press-releases/taboola-xiaomi/ Last Modified: 2024-09-24 09:10:18 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced an expanded partnership with the International Internet Business Department of Xiaomi, one of the world’s largest consumer electronics manufacturers. Under the partnership, Xiaomi will utilize Taboola News to power recommendations in new ways across their devices in several markets globally. Taboola News brings recommendations from Taboola’s large publisher network directly into offerings from mobile carriers and device manufacturers, including smartphone screens and web browsers. As part of a long-term partnership with Taboola, Xiaomi will integrate these recommendations on multiple touchpoints within their mobile devices, connecting consumers with relevant and engaging content from publishers. Taboola News creates new opportunities for engagement and revenue for mobile carriers, device manufacturers, publishers, and brands. Manufactures and carriers use Taboola News to deliver personalized, relevant content to their users from Taboola’s global network of publishers, while tapping into new revenue streams. Publishers receive increased user traffic at no additional cost and advertisers have more opportunities to tap into Taboola’s massive reader scale to reach the right audiences. “Delivering relevant experiences and recommendations to Xiaomi device owners is crucial,” said Song Qiang, GM of International Internet Business, Xiaomi “Working with Taboola for several years, their company has shown it has a strong foundation in news and recommendations, made up of a large set of outstanding news publishers from all across the world. As we further integrate their recommendations on our devices, we look forward to delivering more value to our users.” “Xiaomi has proven itself as an iconic mobile brand that consumers trust,” said Adam Singolda, CEO at Taboola. “With their large user base, Xiaomi devices have become a great medium for millions of consumers to discover news and engage with content, all around the world. We’ve had a long-term partnership with Xiaomi where we’ve mutually grown. And we’ve worked closely with their team to deliver experiences to consumers that keep them engaged, while also providing new ways to monetize.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About Xiaomi Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (01810.HK). Xiaomi is a consumer electronics and smart manufacturing company with smartphones and smart hardware connected by an IoT platform at its core. Embracing our vision of “Make friends with users and be the coolest company in the users’ hearts”, Xiaomi continuously pursues innovations, high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. Xiaomi is one of the world's leading smartphone companies. In June 2024, global monthly active users (  "MAU")  reached 675.8 million. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, reached 822.2 million smart devices connected to its platform (excluding smartphones, laptops and tablets) as of June 30, 2024. Xiaomi products are present in more than 100 countries and regions around the world. In August 2024, Xiaomi was included in the Fortune Global 500 list for the sixth year in a row. Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Joins Zeta Live 2024 URL: https://www.taboola.com/press-releases/zeta-live-2024/ Last Modified: 2024-09-23 13:29:35 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, shares its CEO Adam Singolda will join panelists at Zeta Live in an upcoming discussion entitled, “Leading Change: CEO Perspectives on Driving Business Transformation.” The discussion will take place at Center415 and include: - Adam Singolda, CEO and founder of Taboola - Linda Yaccarino, CEO of X - John Sculley, former Apple CEO and Pepsi President - Henry Schuck, CEO of ZoomInfo - Dan Nathan, co-founder of RiskReversal Media When: Thursday, September 26th at 10 a.m. Eastern Time Where: The Vision Stage at Center415; 415 5th Avenue, New York, NY 10016 Zeta Live explores how creativity and micro moments throughout the consumer journey today are shaping disruptive macro movements across the digital economy and marketing ecosystem of tomorrow. The annual conference will be a day of thought leadership, featuring the brightest, most forward-thinking leaders in business and a look into some of the most critical topics impacting the industry today.   --- ### Digiday Names Taboola a Winner for the Digiday Technology Awards Under 'Best Native Advertising Platform' Category URL: https://www.taboola.com/press-releases/digiday-technology-awards-winner/ Last Modified: 2024-09-12 09:32:10 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it has been chosen as a winner for 'Best Native Advertising Platform' with the Digiday Technology Awards. This milestone is based on a successful engagement and mutual case study between Taboola, INNOCEAN, and Hyundai. Results of the case study indicate that Taboola helped INNOCEAN and Hyundai increase new qualified sessions and leads among their target audience. Maximize Conversions, Taboola’s AI-driven bidding strategy that boosts conversions and lowers campaign costs, enabled Hyundai to achieve 30% lower cost per session than the goal. Additionally, Taboola helped Hyundai achieve 26% lower cost per car configuration as well as 10% lower bounce rate compared to other channels, like display and social. What: The Digiday Technology Awards recognize the technology modernizing media and marketing. When: The winner’s announcement was made on Tuesday, September 10, 2024. Where: The finalist announcement can be found on Digiday’s website here. According to Digiday, this year’s Digiday Technology Awards winners highlighted how companies are continuing to use AI tools to enhance personalized experiences across platforms and channels. --- ### Taboola Earns Placement on Fortune Media and Great Place To Work’s 2024 Best Workplaces in Advertising & Marketing List URL: https://www.taboola.com/press-releases/best-workplaces-advertising-marketing/ Last Modified: 2024-09-11 09:43:04 New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it has been selected for the 2024 Fortune Best Workplaces in Advertising & Marketing™ List. The Best Workplaces in Advertising & Marketing list is based on analysis of survey responses from over 9,000 employees at Great Place To Work Certified™ companies in the advertising and marketing industry. Survey responses reflect a comprehensive picture of the workplace experience. Honorees were selected based on their ability to offer positive outcomes for employees regardless of job role, race, gender, sexual orientation, work status, or other demographic identifier. When: The news was announced today, September 11, 2024. Where: The landing page with the news and results can be found here. The Best Workplaces in Advertising & Marketing list is highly competitive. Great Place To Work, the global authority on workplace culture, determines its lists using its proprietary For All™ Methodology to evaluate and certify thousands of organizations in America’s largest ongoing annual workforce study, based on over 1.3 million survey responses and data from companies representing more than 8.2 million employees this year alone. --- ### Digiday Names Taboola a Finalist for the Digiday Technology Awards Under 'Best Native Advertising Platform' Category for the Second Year in a Row URL: https://www.taboola.com/press-releases/digiday-technology-awards-finalist-2024/ Last Modified: 2024-08-29 09:21:34 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it has been chosen as a finalist for 'Best Native Advertising Platform' with the Digiday Technology Awards. This achievement is based on a successful engagement and mutual case study between Taboola, INNOCEAN, and Hyundai. Results of the case study indicate that Taboola helped INNOCEAN and Hyundai increase new qualified sessions and leads among their target audience. Maximize Conversions, Taboola’s AI-driven bidding strategy that boosts conversions and lowers campaign costs, enabled Hyundai to achieve 30% lower cost per session than the goal. Additionally, Taboola helped Hyundai achieve 26% lower cost per car configuration as well as 10% lower bounce rate compared to other channels, like display and social. What: The Digiday Technology Awards recognize the technology modernizing media and marketing. When: The finalist announcement was released August 27, 2024. The winner’s announcement will be made on Tuesday, September 10, 2024. Where: The finalist announcement can be found on Digiday’s website here. According to Digiday, this year’s shortlist consists of companies prioritizing data privacy and compliance, collaborating for growth and innovation, utilizing AI to enhance marketing efforts, and adopting omnichannel strategies in programmatic advertising. --- ### Taboola Opens Maximize Conversions AI Bidding Technology to All Advertisers to Drive More Conversions and Lower Campaign Costs; Offering Reaches Milestone Adoption with 100% Increase in Advertiser Campaigns Quarter Over Quarter URL: https://www.taboola.com/press-releases/max-conv-without-pixel/ Last Modified: 2024-08-28 09:05:38 New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced its performance advertising-focused bidding technology, Maximize Conversions, is now available for all advertisers. Previously, thousands of advertisers have used Maximize Conversions, which is an AI-powered technology that enables Taboola advertisers to drive more conversions and lower cost for campaigns. Through this offering, Taboola is automating the bidding process for campaigns, allowing advertisers to remove the complexities of manual optimizations. This means they can simply share their budget and marketing objectives, and the algorithm will manage their campaigns in the most efficient and effective way possible within the set cost. Many have achieved 110% increase in conversions for their campaigns, through the use of Taboola’s conversion tracking methods and tools. Through this update, any advertiser can now access Max Conversions, regardless of the way they set up their campaigns, and without needing to use Taboola’s conversion tracking methods and tools. This gives access to thousands of additional advertisers, so they can run campaigns with Taboola. Today’s news comes as Maximize Conversions continues widespread adoption by advertisers. It is being used by 70% of advertisers, including Hyundai, ERGO, Leica Camera, Sonova, Peugeot Turkey, and Opel Turkey. Taboola saw a massive increase of 100% in campaigns launched with Maximize Conversions in the second quarter of 2024 versus the previous quarter. “We’re continuing to make it easier for advertisers to succeed on Taboola. The massive adoption we’re seeing from Max Conversions makes it clear that advertisers like the tech, and most importantly it works for driving results for performance campaigns,” said Adam Singolda, CEO and Founder at Taboola. “We’re seeing 70% of advertisers use it, and keep using it. Today, we’re giving thousands more advertisers the ability to tap into this AI-powered technology.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### AdExchanger Names Taboola a Finalist for the AdExchanger Awards Under ‘Best Use Of Technology By A Publisher’ Category URL: https://www.taboola.com/press-releases/adexchanger-awards-finalist/ Last Modified: 2024-08-27 09:11:56 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it has been chosen as a finalist for ‘Best Use Of Technology By a Publisher’ with the AdExchanger Awards. This achievement is based on a successful engagement and mutual case study between Taboola and The Independent. Results of the case study indicate that Taboola helped The Independent drive 43% increase in editorial content clickthrough rate and boost on-site engagement. What: The AdExchanger Awards celebrate excellence in digital marketing and advertising. When: The finalist announcement was released August 23. The winners announcement will be made at the AdExchanger Awards Gala taking place Tuesday, September 24 in New York during Programmatic I/O. Where: The finalist announcement can be found on AdExchanger’s website here. --- ### Taboola Partners with Aleph Holdings to Accelerate Operations in Africa URL: https://www.taboola.com/press-releases/taboola-partners-with-aleph-holdings-to-accelerate-operations-in-africa/ Last Modified: 2024-08-21 11:10:13 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced an expansion of its operations to serve advertisers and publishers in Africa. Partnering with Aleph Holdings, Taboola’s advanced AI-powered technologies and consumer reach will now be accessible to advertisers and publishers in countries including South Africa, Nigeria, Kenya, and Ghana. Advertisers in Africa can now leverage Taboola’s immense reach to find quality consumers at scale, using Taboola’s advanced AI-powered offerings. Aleph is giving these advertisers exclusive access to work with Taboola in Africa, allowing them to tap into exclusive, brand-safe environments on trusted editorial destinations and grow sales using a performance-first platform including automated bidding. Publishers in Africa can now leverage Taboola’s AI-powered offerings to engage and acquire audiences, as well as monetize their sites. Taboola’s offerings touch on many aspects that help publishers thrive, including exclusive acquisition channels such as Android OEM relationships, AI-powered reader experience personalization, and actionable audience insights that editorial and commercial teams can learn from in real-time to inform content strategies. “The need for advertisers and publishers to adopt AI-driven technologies has never been greater,” said Adam Singolda, CEO at Taboola. “Advertisers continue to invest more into campaigns and demand return on investment for their campaigns, especially in the performance advertising world. Publishers must contend with changes to search algorithms that make it harder to surface content. Expanding into Africa, via this partnership with Aleph, means more access to the same technology  and scale that has helped thousands of publishers and advertisers to thrive globally. We look forward to building this new market.” “As Africa’s largest digital media reseller, Aleph has solidified its position as a strategic partner for Taboola. This collaboration opens up exciting opportunities for advertisers and publishers across the continent. By harnessing Taboola’s native advertising solutions, Aleph empowers brands to engage with audiences effectively, driving revenue and enhancing engagement. Together, Aleph and Taboola are shaping the future of digital advertising in Africa,” said Stephen A. Newton, Managing Director, Aleph. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. --- ### Taboola Integrates DoubleVerify’s Authentic Marketplace Solution, Giving Brands a More Granular Way to Customize Brand Safety; Offering Marks Partnership Expansion with DoubleVerify URL: https://www.taboola.com/press-releases/authentic-marketplace/ Last Modified: 2024-08-05 09:08:29 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced its adoption of DV Authentic Marketplace, a pre-bid activation  solution from DoubleVerify (“DV'') (NYSE: DV), the leading software platform for digital media measurement, data, and analytics.  Since 2021, Taboola’s advertiser partners have had access to DV’s standard brand suitability and ready-to-use pre-bid segments, allowing for control over the quality of where their ads are placed.  Now, with the integration of DV Authentic Marketplace, Taboola advertisers can experience the benefits of DV Authentic Brand Suitability (ABS) on the platform. Advertisers are able to go beyond standard categories and keyword blocklists – enabling customized protection that helps advertisers avoid unsafe and unsuitable content before placing a bid. With DV Authentic Marketplace, Taboola advertisers can import their custom brand safety and suitability settings from across their entire media mixes into Taboola campaigns. This allows for campaigns that run on Taboola to adhere to the same brand safety preferences a brand has across all of its buys.  The integration of DV Authentic Marketplace comes on the heels of Taboola’s recent recertification for the Brand Safety Certified Seal from Trustworthy Accountability Group (TAG), which certifies that Taboola’s operations meet not just the leading industry standards in brand safety, but also the best-in-class practices on a global level. Additionally, Taboola has numerous brand safety certifications and partnerships empowering advertisers to spend with confidence on Taboola, ensuring ads run on trusted publisher sites. "We are thrilled to enhance our partnership with Taboola with the integration of DV Authentic Marketplace, giving brands confidence that their ad investments are matched with the appropriate content environment, leading to enhanced performance," stated Steven Woolway, EVP of Business Development at DoubleVerify. "This expansion of DV Authentic Brand Suitability contributes to a more robust digital landscape while protecting brand reputation.” “We're proud of our partnerships with leading partners like DoubleVerify, who share a commitment to top-tier industry standards in brand safety, suitability, and transparency," emphasized Adam Singolda, CEO and Founder of Taboola. "With the integration of DV Authentic Marketplace, we're giving advertisers even more controls about where and how their ads appear.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About DoubleVerify DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, we make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Earns Great Place To Work Certification™ URL: https://www.taboola.com/press-releases/greatplacetowork2024/ Last Modified: 2024-07-25 09:28:46 New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it is officially Certified™ by Great Place To Work®, the global authority on workplace culture, across offices in the U.S., India, Taiwan, and Thailand. The award is based on what current employees say about their experience working at Taboola.  In the U.S., 91% of employees said it’s a Great Place to Work compared to 57% for the average U.S. company. Based on the results: - -- Ninety-six percent of employees indicated that they were made to feel welcome upon joining Taboola - -- Ninety-four percent of Taboola’s facilities contribute to a good working environment  - -- Ninety-five percent indicate they are able to take time off from work when necessary - -- Ninety-four percent care about each other at the company - -- Ninety-four percent indicate they are treated as a full member at Taboola, regardless of position When: The news was announced today, July 25, 2024. Where: The landing page with the news and results can be found here. Great Place To Work® is based entirely on what employees report about their workplace experience – specifically, how consistently they experience a high-trust workplace. Great Place to Work Certification is recognized worldwide by employees and employers alike and is the global benchmark for identifying and recognizing outstanding employee experience. Every year, more than 10,000 companies across 60 countries apply to get Great Place To Work-Certified. --- ### Taboola Introduces Taboola for Audience, an AI-Powered Technology for Publishers to Protect Against Threats of Generative AI Search and Social Traffic Volatility. Publishers See Over 10 Percent Traffic Growth URL: https://www.taboola.com/press-releases/taboola-introduces-taboola-for-audience-an-ai-powered-technology-for-publishers/ Last Modified: 2024-07-24 09:16:02 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced Taboola for Audience, a new AI-powered technology that empowers publishers to drive significantly more traffic, which is more critical now than ever. Taboola for Audience allows publishers to future-proof their audience development goals and navigate substantial changes affecting their referral traffic from search and social media. In 2024 alone, publishers have contended with changes to search engine and social media traffic, as well as ongoing uncertainty around the impact of Generative AI advancements. Publishers are making use of Taboola for Audience capabilities and with it, Taboola has driven nearly 10 percent more traffic to select publisher sites, making it a top referral source after social media and search. Among select publishers, Taboola for Audience is the single largest traffic referral source after social media and search as well. Taboola for Audience is an industry-first offering that empowers publishers with technology to attract and retain readers through advanced personalization and insights, sourced from Taboola’s nearly 600 million daily active users, and massive distribution including across the top mobile device manufacturers in the world. Taboola for Audience combines AI-powered personalization capabilities into a single, unified audience development platform, and includes: - Exclusive acquisition channels such as Android OEM relationships, News aggregators, personalized notifications and more to reach users wherever they may be. - Reader experience personalization that enables editorial teams to combine editorial voice and AI across their entire site, from article pages to the homepage. - Actionable audience insights that editorial and commercial teams can learn from, in real-time, to inform content strategies, bringing new loyal audiences to their site. “Publishers are facing a new era in which sudden decisions by Big Tech and changes in consumer behavior are making it harder to survive,” said Adam Singolda, CEO at Taboola. “Industry giants like Google are changing rules for search, making it harder for publishers to surface content through organic rankings while adding another barrier for site traffic, in the form of Generative AI search. Social platforms like Meta have closed dedicated ‘news’ portals from their apps. Today, publishers need the right technologies to adapt to these changes and to find, grow, and keep audiences. Taboola for Audience gives publishers a single solution, with AI built from years of our successful publisher relationships to thrive in this new era.” “Delivering more personalized and relevant experiences across all of our sites is critical,” said Mike Braun, Senior Managing VP, Chief Digital Officer at Gray Media. “With Taboola, we have been able to take a truly reader-first approach to personalize our sites, delivering more of what resonates with readers and thereby increasing engagement. Taboola’s audience technologies are allowing us to connect with readers in a more meaningful way.” “Taboola has been a true strategic partner in helping us grow,” said Christian Broughton, CEO, The Independent. “There’s no ‘one size fits all’ approach to audience engagement, and Taboola’s ability to power key areas of our homepage, recirculation from within articles, and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Teams with NESN As First Recommendations Partner to Boost Engagement, Audience Growth, and Monetization URL: https://www.taboola.com/press-releases/nesn/ Last Modified: 2024-06-25 09:02:53 NESN Sees Impressive Revenue Per Mill (RPM) Performance with Taboola, Exceeding the Sports Vertical Benchmark by 87%; Partnership Marks Taboola’s Continued Expansion Into the Sports Vertical New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a partnership with NESN, leading news source for New England sports programming. NESN is owned by the Boston Red Sox and Boston Bruins, and delivered throughout the six-state New England region and nationally as NESN National.  NESN is utilizing Taboola’s suite of products to grow its audience, optimize user engagement, and drive revenue. NESN has implemented Taboola Feed, a seamlessly integrated feed that provides readers with personalized multi-format content recommendations for an engaging experience into the publisher’s family of news websites, on homepages, and article pages. In addition, NESN has also adopted Taboola’s Explore More, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps. Taboola allows NESN to provide personalized user experiences across these touchpoints, optimizing content recommendations to improve user engagement. Since Taboola and NESN started working together in January, NESN has already seen 87% higher Revenue Per Mill (RPM) on U.S. traffic than the average sports vertical publisher. RPM measures how much revenue a publisher makes per 1,000 impressions. “We’re excited to be partnering with Taboola, our first recommendations partner, and we’re looking forward to seeing how their comprehensive offerings, like Taboola Feed and Explore More, will keep our readers engaged and open new avenues to grow our business,” said Matt Barsomian, Director of Digital Partnerships, Ad Ops & Revenue Strategy at NESN. “NESN has proven itself to be a must-read destination for sports fans, and we’re thrilled to be their first recommendations partner, helping them achieve their business goals through our offerings like Feed and Explore More,” said Adam Singolda, CEO and Founder at Taboola.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Named One of the Fortune Best Workplaces in New York in 2024 by Great Place to Work® URL: https://www.taboola.com/press-releases/fortune-best-workplaces-ny-2024/ Last Modified: 2024-06-13 09:08:28 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it has been honored by Great Place to Work® and Fortune as one of the 2024 Best Workplaces in New York. This is Taboola’s first time being named to the list. Earning a spot means that Taboola has surpassed rigorous benchmarks, establishing itself as one of the best workplaces among companies headquartered in New York. In order to be one of the Best Workplaces in New York, companies must be Great Place to Work-Certified™ and must have 10 or more employees in the U.S. They must also be headquartered in the New York region. “This is a great accolade by Fortune and Great Place to Work, naming Taboola one of New York's Best Places to Work,” said Adam Singolda, CEO and Founder at Taboola. “Our culture and our people is our true innovation—anything else you can copy. I’m so proud of Taboolars working hard, collaborating, and making us a better version of ourselves every day.” Great Place To Work collected nearly 140,000 confidential survey responses from employees at eligible companies. Via the Trust Index™ Survey, employees shared honest feedback about their experience by responding to 60 statements about the employee experience and answering two open-ended questions. Survey responses reflect a comprehensive picture of the workplace experience, and honorees were selected based on their ability to offer positive outcomes for employees regardless of job role, race, gender, sexual orientation, work status, or other demographic identifier. “Congratulations to the Best Workplaces in New York,” said Michael C. Bush, CEO of Great Place To Work®. “As the business landscape is disrupted — from AI, global conflict, and market pressure — companies who have built a reservoir of trust with their employees will be more resilient and, ultimately, more successful.” Other notable award highlights include Taboola receiving ten placements on Built In’s 2024 Best Places to Work Awards. Additionally, Taboola officially became Certified™ by Great Place To Work®, which is based on what employees say about their experience working at Taboola. In 2023, 92% of employees said Taboola is a great place to work compared to 57% for the average U.S. company.  Lastly, in 2023, Taboola was named a Best Place to Work within Campaign’s top 100 list across the advertising and marketing industry. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### New YouGov Study Shows Only 25% of Advertisers are Ready for Cookie Deprecation, Advertisers Intend to Diversify Media Mixes in a Post-Cookie World URL: https://www.taboola.com/press-releases/taboola-advertiser-cookies-2/ Last Modified: 2024-06-12 09:05:34 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced results from study conducted on its behalf by YouGov, focused on advertiser reactions to cookie deprecation.  Advertisers are bracing for the cookieless world and despite a recent decision by Google to delay the cookie phaseout, advertisers still have questions about their readiness for the new world and the ultimate effect on business results it will have. The new Taboola/YouGov study polled decision makers in advertising and marketing to understand their level of preparedness for cookie deprecation, the effect they anticipate it will have on their business, and how it will affect their decision to invest in certain advertising channels. Key highlights include: - Advertisers aren’t ready for the cookieless future and many agree with Google’s decision to delay the phaseout. Only 25 percent of advertisers are completely prepared for the cookie phaseout and 46 percent are happy with Google’s decision to delay the phaseout. - Advertisers will change the way they spend in a cookieless world. 44% of advertisers anticipate shifting advertising spend to different channels, as the cookie is phased out. - Advertisers see different channels as providing better performance and return on investment in a cookieless world. Search advertising and native advertising were among those ranked as the strongest. All figures, unless otherwise stated, are from YouGov Plc. The independent YouGov study was conducted on behalf of Taboola, and polled 202 decision makers in advertising and marketing, in companies with at least 100 employees. Fieldwork was conducted online, and was undertaken between 3rd - 9th May 2024. The figures are unweighted.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Signs Exclusive Three-Year Deal with Mediahuis Ireland to Power Recommendations Across Ireland’s Largest Publisher URL: https://www.taboola.com/press-releases/mediahuisireland/ Last Modified: 2024-06-11 08:20:37 Partnership Will Drive Audience Engagement and Monetisation for Ireland’s Largest Media Group  Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced an exclusive three-year partnership with Mediahuis Ireland, Ireland’s largest media group.  Having already successfully partnered with The Belfast Telegraph since 2014, the new agreement will see Mediahuis Ireland implement a suite of Taboola products across the websites and mobile apps of two further best-selling national publications: The Irish Independent and Sunday World.  Mediahuis Ireland is utilizing Taboola’s suite of products across its digital properties to grow audiences, optimize user engagement, and drive revenue. Implementations include a seamlessly integrated widget that provides readers with personalised multi-format content recommendations for an engaging experience into the publisher’s family of news websites, on homepages, and article pages. In addition, Mediahuis Ireland has integrated Taboola in other high-impact reader touchpoints, and has adopted Taboola’s Explore More, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps. Taboola allows Mediahuis Ireland to provide personalised user experiences across these touchpoints, optimising content recommendations to improve user engagement.  Mediahuis Ireland represents the latest major publishing group to adopt the Taboola platform, with Taboola having also signed new partnerships with CAIRORCS MEDIA, TelevisaUnivision, and more over the past year. In total, over 9,000 digital properties worldwide currently integrate Taboola products, including Yahoo, BBC, The Independent, and more.  Connor Diamond, Group Head of Digital Insights, Mediahuis UK said:  “Taboola's Explore More solution has enabled us to capture referral traffic for longer periods, maximising the value of each visitor to The Belfast Telegraph site and accounting for a remarkable 2.5% of our overall traffic. The solution plays a vital role in expanding our reach, keeping users engaged and diversifying revenue, and we’re very excited to now be bringing its benefits to two further flagship publications.”  Adam Singolda, CEO and Founder, Taboola said:  “Mediahuis Ireland’s brands are the go-to source of news for millions of readers across Ireland and beyond, blending news and entertainment. We’re excited to be expanding our offerings to include The Irish Independent and Sunday World, which will increase scale, drive audience engagement, and capitalise on new revenue opportunities.”  - ENDS -  Notes to Editor About Taboola  Taboola powers recommendations for the open web, helping people discover things they may like.   The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.   Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers.  Learn more at www.taboola.com and follow @taboola on Twitter.  Disclaimer - Forward-Looking Statements  Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.    --- ### Taboola Signs Exclusive Deal with Foundry to Power Content Recommendations Across its Network of Consumer Sites Including Macworld, PCWorld, TechHive, Tech Advisor, and More URL: https://www.taboola.com/press-releases/foundry/ Last Modified: 2024-05-29 06:34:19 Partnership Will Drive Further Engagement, Audience Development, and Monetization Opportunities for Foundry New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a partnership with Foundry, the media, data, and martech division of IDG, Inc., which garners 28 million monthly visitors. Foundry is utilizing Taboola’s suite of products across its global digital Consumer properties, including Macworld, PCWorld, TechHive, Tech Advisor, PCWelt and M3. Taboola aims to grow Foundry’s large audience, optimize user engagement, and drive revenue. Foundry has implemented Taboola Feed, a seamlessly integrated feed that provides readers with personalized multi-format content recommendations for an engaging experience into the publisher’s family of news websites and article pages. In addition, Foundry has also adopted Taboola’s Explore More, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps. Taboola allows Foundry to provide personalized user experiences across these touchpoints, optimizing content recommendations to improve user engagement. “At Foundry, we’re always looking for ways to improve our digital properties for the millions of readers at the forefront of tech innovation,” said Christian Löbering, Managing Director - Consumer, at Foundry. “We chose to partner with Taboola due to its various offerings, including Feed and Explore More. We’re excited to have Taboola on board as a key discovery partner to help us continue to grow.” “Foundry is home to some of the most reputable technology sites in the world, and I’m honored that they’re trusting us to grow and further engage their audience,” said Adam Singolda, Founder and CEO at Taboola. “I’m looking forward to this new partnership and helping Foundry achieve their goals.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Announces Partnership with a360media to Increase User Engagement and Monetization Opportunities Across Multiple Top Digital Properties Including Us Weekly, Life & Style, In Touch, Soap Opera Digest, First For Women, and More URL: https://www.taboola.com/press-releases/a360media/ Last Modified: 2024-05-15 09:02:01 Partnership Marks Taboola’s Continued Expansion Into Lifestyle and Entertainment Verticals New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a partnership with a360media, a leading multi-platform media company, garnering around 74 million pageviews per month. a360media will utilize Taboola’s suite of products to grow its audience, optimize user engagement, and drive revenue. Taboola will be implemented into various a360media sites including Us Weekly, Life & Style, InTouch, Soap Opera Digest, and First For Women, among others. a360media will incorporate Taboola Feed, a seamlessly integrated feed that provides readers with personalized multi-format content recommendations for an engaging experience into the publisher’s family of news websites, on homepages and article pages. Taboola allows a360media to provide personalized user experiences across these touchpoints, optimizing content recommendations to improve user engagement. “As our audience expands, it was crucial for us to discover a partner who can facilitate our growth in all aspects. We chose to go with Taboola because of their comprehensive offerings that keep readers engaged, and open new avenues to grow our business," said Paul Likins, VP,  Operations Revenue at a360media. “We're thrilled to work together as part of our ongoing strategy to enhance entertainment news and elevate audience engagement across our digital platforms.” “a360media’s brands represent must-read destinations for millions of consumers who are passionate about the latest in entertainment and lifestyle news. They have a comprehensive vision that considers growth from all perspectives, and we're grateful to be contributing to various aspects of it—from audience engagement to monetization,” said Adam Singolda, CEO and Founder at Taboola.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Introduces Taboola Select, Empowering Large Advertisers to Drive Performance Campaigns on a Curated Set of the World’s Most Trusted Publishers URL: https://www.taboola.com/press-releases/taboola-introduces-taboola-select/ Last Modified: 2024-04-24 09:00:03 Advertisers Can Leverage Standalone, Brand Safe Inventory in High Visibility Ad Environments, on Premium Publishers including Yahoo, Business Insider, The Associated Press and more New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced Taboola Select, a new offering created exclusively for large advertisers that provides access to a curated selection of Taboola's premium editorial partnerships.  For the first time, Taboola is offering advertisers a way to leverage a highly curated subset of just 15 percent of Taboola’s most premium publishers in the U.S., to drive performance campaigns. Taboola Select offers advertisers a way to connect with millions of daily active users on premium destinations including Yahoo, Business Insider, and The Associated Press in inventory that is highly visible, brand safe and surrounded solely by trusted editorial content. Taboola Select allows advertisers to tap into standalone placements on nearly every part of esteemed publisher sites, including homepages, in mid-article sections and in a new position called Featured Placements.  Brands that choose Taboola Select can harness the power of CPC buying and leverage Taboola's advanced AI, including the highly effective Maximize Conversions bidding technology, which consistently reduces CPAs by 15% on average. “Taboola is giving advertisers access to the most trusted publishers in the world, to reach consumers,” said Adam Singolda, CEO at Taboola. “Reliable and effective performance advertising has always been crucial, as these types of campaigns continue to help brands stay resilient and drive results regardless of industry headwinds. Taboola Select is one of the industry’s most unique packages for large advertisers to tap into, to run performance campaigns and to reach consumers at scale. We’re combining brand safe environments via our direct relationships with the world’s most premium publishers, with prominent ad placements that brands simply can’t get anywhere else.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Bombas Teams with Taboola to Drive 300% Return on Ad Spend Using Taboola's Performance Advertising-Focused Bidding Technology Called Maximize Conversions URL: https://www.taboola.com/press-releases/bombas-max-conversions/ Last Modified: 2024-04-17 09:00:05 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced the results of a successful holiday advertising campaign with comfort-focused apparel brand Bombas, driving 300% Return On Ad Spend (ROAS) in November 2023. Bombas, a trusted Taboola partner since 2016, is a comfort-focused apparel brand that donates a specially-designed item to those facing housing insecurity for every item sold. Ahead of the 2023 holiday season, Bombas set a goal to drive as many conversions as possible, keeping costs at a minimum.   To drive success, Bombas used Taboola’s Maximize Conversions, an automated bidding solution that enables advertisers to evolve beyond manual and time-consuming cost per click (CPC) bidding optimizations, in favor of simply specifying a budget and having Taboola’s algorithm automate the CPC bid to drive as many conversions as possible, while staying within budget. Through this, in Q4, Taboola was able to drive 224% total ROAS, 50% higher ROAS than the goal, and a $36 CPA, 49% lower than the goal. The strong collaboration comes on the heels of successful holiday slippers campaigns between Taboola and Bombas in 2022, which drove over 50% ROAS. “This standout holiday campaign showcased Taboola as a reliable partner for Bombas during pivotal periods, driving new customer acquisition effectively,” said Carolyn Dixon at Bombas. “It showcased Maximize Conversions as a valuable offering and Taboola's capability to assist Bombas in achieving conversions within budget constraints, optimizing campaign spending, and delivering strong performance on a significant scale.” "Maximize Conversions continues to be used by top brands because it drives real advertiser success, and it’s great to see more of our longtime partners, like Bombas, adopting it,” said Adam Singolda, Founder and CEO of Taboola. “I’m excited about these results and Maximize Conversions being one of our most rapidly adopted offerings ever.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About Bombas Bombas is a comfort focused apparel brand with a mission to help those facing housing insecurity. The company launched in 2013, after the founders learned that socks are the #1 most requested clothing item at homeless shelters. From there, they set out to help solve that problem, donating a pair of socks for every pair they sell. How do you donate a lot of socks? You sell a lot. And how do you sell a lot? You make the most comfortable socks in the history of feet. Bombas continued to innovate and used its expertise in comfort to launch into apparel with underwear and t-shirts and now donates specially designed versions of the top 3 (#1 socks, #2 underwear, #3 t-shirts) most requested clothing items in homeless shelters. To date, Bombas has donated more than 100 million items to those facing housing insecurity. You can learn more at beebetter.bombas.com.   --- ### Taboola Teams with Benzinga in New Content Recommendation Deal; Holistic Partnership Will See Taboola Recommendations Boosting Benzinga’s Publisher and Advertiser Businesses  URL: https://www.taboola.com/press-releases/benzinga/ Last Modified: 2024-04-10 09:00:05 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new partnership with Benzinga, a full-service news and media company specializing in real-time news, actionable trading ideas and insightful commentary, reaching hundred of millions of pageviews per year. Through the deal, Taboola will be partnering with Benzinga in a holistic way by supporting both its publisher and advertiser businesses.  Benzinga will utilize Taboola’s suite of products to grow its audience, optimize user engagement, and drive revenue. Benzinga implements Taboola in multiple impactful user touchpoints — from apps, to article pages, and homepages — through offerings including Taboola Feed, a seamlessly integrated feed that provides readers with personalized multi-format content recommendations for an engaging experience. Benzinga will also implement Taboola’s Explore More, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps. Taboola allows Benzinga to provide personalized user experiences across all these touchpoints, optimizing content recommendations to improve user engagement. In addition, Taboola’s advertiser solutions will work to attract new, relevant consumers on premium publisher sites to Benzinga’s products, including its actionable equity newswire offering and financial calendar suite. “We chose to renew with Taboola over other native advertising companies because we truly believe in their solution and see them as our preferred tech partner,” said Nick Baxter, Director of Advertising at Benzinga. “We’re confident that Taboola’s expansive offerings, such as Feed and Explore More, will help us improve reader experiences and attract new audiences and we can’t wait to see how their advertiser solutions will improve our brand awareness and bottom line.” “Benzinga is one of the most trusted, credible sources of financial news and we’re proud to continue our partnership with them,” said Adam Singolda, CEO and Founder at Taboola. “We look forward to providing Benzinga with competitive advantage, improved reader experience through content recommendations, and new ways to drive monetization.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola annuncia un nuovo accordo biennale con Adnkronos per la content recommendation URL: https://www.taboola.com/press-releases/adnkronos-news-italian/ Last Modified: 2024-04-09 11:32:13 La partnership riguarderà l’utilizzo dei formati Taboola Feed, Taboola News e Taboola Newsroom al fine di incrementare user engagement e opportunità di monetizzazione Taboola è lieta di annunciare un accordo biennale esclusivo con Adnkronos finalizzato a incrementare il CTR degli utenti e le opportunità di monetizzazione (RPM) del portale di informazione Adnkronos.com. Adnkronos ha deciso di affidarsi a Taboola, piattaforma leader mondiale nell’offerta di raccomandazioni per l’open web, attiva nel consigliare e indirizzare gli utenti alla scoperta di contenuti di loro interesse, per rendere ancora più forte un sistema multimediale di informazione che già oggi vanta oltre 20 milioni di pagine viste al mese, in oltre 60 anni di esperienza nel raccogliere e distribuire informazione in tempo reale. Grazie alla nuova collaborazione Taboola metterà a disposizione i propri prodotti e formati che verranno integrati nel feed di Adnkronos al fine di aumentare il traffico sul sito (anche con l’ottenimento di nuovi user), migliorare l’engagement e l’esperienza degli utenti fidelizzati (favorendo il ricirculation organico, riducendo il bounce rate e allungando il tempo di permanenza)  e creare nuove fonti di revenue (monetizzando con contenuti sponsorizzati): questi formati includono fin da ora Taboola Feed che verrà visualizzato subito dopo gli articoli, mentre a breve verranno implementati anche Taboola News e Taboola Newsroom. Taboola Feed è un feed infinito perfettamente integrato in pagina rispetto al resto dei contenuti editoriali che fornirà agli utenti di Adnkronos contenuti personalizzati per un’esperienza editoriale più coinvolgente sul sito che stanno visitando. Con una modalità di fruizione che ricorda quella dei social network, Taboola Feed porta gli utenti dell’open web a rimanere sul sito di un editore, facendo scorrere un flusso personalizzato di contenuti, video e altre esperienze che si prevede che il lettore voglia approfondire, creando in questo modo un’audience fidelizzata che rimane sul sito e più a lungo. Sarà invece di supporto al team editoriale Taboola Newsroom il tool di analisi in tempo reale che fornisce approfondimenti unici provenienti dal set di dati di Taboola di quasi 600 milioni di utenti attivi ogni giorno, dati che informano su come creare contenuti più coinvolgenti e scoprire nuove aree di interesse per i lettori più fedeli.  "Questa partnership rappresenta un passo avanti significativo nella nostra continua ricerca di innovazione ed eccellenza nel campo dell'informazione", ha dichiarato Federico Giustini, Head of Digital di Adnkronos. "Integrare i prodotti all'avanguardia di Taboola nel nostro ecosistema digitale significa non solo aumentare significativamente il CTR e le opportunità di monetizzazione per Adnkronos ma anche arricchire l'esperienza degli utenti con contenuti personalizzati e di alta qualità. Con Taboola Feed, ci aspettiamo di trasformare il modo in cui i nostri lettori interagiscono con i contenuti, ispirandoci alla dinamica fruizione tipica dei social network per mantenere gli utenti impegnati e prolungare il loro tempo di permanenza sul sito. Taboola Newsroom, inoltre, sarà fondamentale per il nostro team editoriale, offrendoci dati e insight preziosi che guideranno la creazione di contenuti ancora più rilevanti e coinvolgenti. Siamo fiduciosi che questa partnership ci permetterà di esplorare nuovi orizzonti nell'engagement degli utenti e nella monetizzazione, consolidando ulteriormente la nostra posizione di leader nel panorama mediatico italiano." Taboola Taboola offre raccomandazioni in open web, aiutando le persone a scoprire contenuti di loro interesse.  La piattaforma, basata su intelligenza artificiale, viene utilizzata da proprietà digitali, tra cui siti web, dispositivi e app mobile, per incrementare la monetizzazione e il coinvolgimento degli utenti. Taboola ha stretto partnership a lungo termine con alcune delle principali realtà del settore dei media digitali del mondo, tra cui CNBC, BBC, NBC News, Business Insider, The Independent e El Mundo. Oltre 15.000 inserzionisti utilizzano Taboola per raggiungere quasi 600 milioni di utenti attivi ogni giorno in un ambiente sicuro per il brand. In seguito all'acquisizione di Connexity nel 2021, Taboola si colloca come leader nell'erogazione di content recommendation per l'e-commerce, gestendo oltre 1 milione di transazioni ogni mese. Brand leader, quali Walmart, Macy's, Skechers ed eBay, sono tra i principali clienti. Per saperne di più, visita www.taboola.com e segui @taboola su X. Disclaimer – Dichiarazioni previsionali Taboola (la "Società") può, in questa comunicazione, fare alcune dichiarazioni che non sono fatti storici e si riferiscono ad analisi o altre informazioni che si basano su previsioni o risultati futuri. Esempi di tali dichiarazioni previsionali includono, ma non sono limitate a, dichiarazioni riguardanti prospettive future, sviluppo del prodotto e strategie commerciali. Parole come "aspettare", "stimare", "progetto", "budget", "previsione", "anticipare", "intendere", "pianificare", "potrebbe", "sarà", "potrebbe", "dovrebbe, " "ritiene", "prevede", "potenziale", "continua" ed espressioni simili hanno lo scopo di identificare tali dichiarazioni previsionali, ma non sono i mezzi esclusivi o l'identificazione di tali dichiarazioni. Per loro stessa natura, le dichiarazioni previsionali comportano rischi e incertezze intrinsechi, sia generali che specifici, e vi è il rischio che le previsioni proiezioni e altre dichiarazioni previsionali non si realizzino. È necessario comprendere che una serie di fattori potrebbe far sì che i risultati effettivi differiscano sostanzialmente dai piani, obiettivi, aspettative, stime e intenzioni espressi in tali dichiarazioni previsionali, inclusi i rischi indicati nella sezione "Fattori di rischio" nella nostra Dichiarazione di registrazione su modulo F-4 e gli altri nostri documenti SEC. La Società avverte i lettori di non fare eccessivo affidamento su dichiarazioni previsionali, che si riferiscono solo alla data di pubblicazione. La Società non si assume né accetta alcun obbligo o impegno a rilasciare pubblicamente aggiornamenti o revisioni a qualsiasi dichiarazione previsionale per riflettere qualsiasi cambiamento nelle sue aspettative o qualsiasi cambiamento negli eventi, condizioni o circostanze su cui si basa tale dichiarazione   --- ### Taboola Turnkey Commerce to Power New AP Buyline Offering From The Associated Press URL: https://www.taboola.com/press-releases/apbuyline/ Last Modified: 2024-03-12 09:23:01 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced an update to its agreement with independent global news organization The Associated Press, whose website and mobile app garner over 160 million page views per month. Through the agreement, AP will use Taboola to power its new AP Buyline offering, which will provide consumer-focused content, including factual product reviews, created by Taboola’s editorial team. “We’re excited to offer a new type of content to AP readers through our continued collaboration with Taboola,” said Drew Stoneman, AP vice president for consumer revenue. “We see a great opportunity to connect the consumers of AP’s nonpartisan, fact-based journalism with Taboola-powered independent product reviews and recommendations.” The new AP agreement follows the news organization’s use of Taboola Feed and Taboola Newsroom, and comes after the successful Taboola Turnkey Commerce integration with TIME Stamped in May 2023. Taboola Turnkey Commerce, which launched in February 2023, connects readers who trust respected publishers’ editorial content with thoroughly tested and reviewed products and services. It gives premium publishers the ability to diversify revenue streams and create content that attracts shoppers and helps them make more informed purchase decisions. “As Taboola Turnkey Commerce recently celebrated its one-year anniversary, we couldn’t be more thrilled to launch AP Buyline with The Associated Press. AP has earned the trust of readers through its commitment to factual journalism and reaches more than half the world’s population on a daily basis,” said Adam Singolda, CEO and Founder at Taboola. “We’re excited to provide them with the offering they need to tap into e-commerce — I believe a third of publishers’ revenue on the open web will be from e-commerce, and people will be buying from the open web in the future.” About AP The Associated Press is an independent global news organization dedicated to factual reporting. Founded in 1846, AP today remains the most trusted source of fast, accurate, unbiased news in all formats and the essential provider of the technology and services vital to the news business. More than half the world’s population sees AP journalism every day. Online: www.ap.org About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2023 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.           --- ### Taboola Earns 2024 TAG Brand Safety Recertification URL: https://www.taboola.com/press-releases/tag-brand-safety-2024/ Last Modified: 2024-03-05 11:25:28 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced it has been recertified with the TAG Brand Safety Certified Seal from the Trustworthy Accountability Group (TAG), an organization that works to fight criminal activity and protect brand safety in digital advertising. Taboola first earned the Verified by TAG status in 2017. What: TAG’s brand safety certification is the industry’s largest and broadest program of its kind, demonstrating to advertisers that their partners have taken the necessary steps to reduce brand safety risk, so they can buy advertising inventory with confidence. This certification proves that Taboola’s operations meet not just the leading industry standards in brand safety, but also the best-in-class practices on a global level. The TAG brand safety certification provides that assurance to more than 18,000 advertisers that choose Taboola to reach nearly 600 million daily active users. When: The list was released today, March 5, 2024. Where: The full list can be found here. This achievement is part of Taboola’s ongoing commitment to brand safety. Taboola has dozens of external partnerships, certifications, and accreditations which add to an already robust internal investment in brand safety, named Taboola Trust.  --- ### Taboola’s AI That Automatically Maximizes Conversions Sees Almost Double Growth in Past 90 Days; Brands Including Hyundai, ERGO, Leica Camera, Adopting It; Technology Now Accounts for More than 50 Percent of Taboola Advertiser Spend URL: https://www.taboola.com/press-releases/maximize-conversions-adoption/ Last Modified: 2024-01-29 09:01:38 Taboola Sees Rapid Adoption by Brands with Some Achieving 110% Increase in Conversions New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced rapid adoption and results for its performance advertising-focused bidding technology, called Maximize Conversions.  Since launching just 3 months ago, this technology is already being used by 50 percent of Taboola advertisers, including Hyundai, ERGO, Leica Camera, Sonova, Peugeot Turkey, and Opel Turkey, with some advertisers seeing 110 percent increases in conversions.  Taboola’s Maximize Conversions empowers Taboola advertisers to evolve beyond manual and time-consuming cost per click (CPC) bidding strategies, in favor of simply specifying a budget and having Taboola’s algorithm automate the CPC bid to drive as many conversions as possible, while staying within budget. Advertisers are using Maximize Conversions to drive results, boosting conversions while maintaining their Cost Per Acquisition (CPA). In addition to making ad campaigns more effective, Maximize Conversions has also provided immense benefit in making campaigns more efficient, reducing the time in which advertisers get to their optimal results by half. Maximize Conversions is designed to give advertisers flexibility for their campaigns. The technology can be used without a target CPA, which delivers against an advertiser’s daily budget, driving the most conversions at the lowest cost. When used with a target CPA, it delivers performance at a CPA they control. “Maximize Conversion is one of our most rapidly adopted offerings ever,” said Adam Singolda, CEO and founder, Taboola. “The world’s top advertisers are embracing it because it takes the guesswork out of CPC bidding, it clearly produces results, and it is based on AI that is trained with an understanding of their consumers–one that is unique to Taboola. We’re connecting advertisers with customers quickly and easily, no matter what goal an advertiser has.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including Yahoo, CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  Around 18,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions, with leading brands including Walmart, Macy’s, Skechers and eBay among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. Contact Dave Struzzi dave.s@taboola.com   --- ### Taboola Announces New, Exclusive Deal with Postmedia to Increase User Engagement and Monetization Opportunities Across 15 Canadian Digital Properties Including National Post and Financial Post URL: https://www.taboola.com/press-releases/postmedia/ Last Modified: 2024-01-16 09:04:05 Partnership Marks Taboola’s Expansion Into Canadian Supply New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new deal with Postmedia, one of Canada’s largest news media organizations, representing over 130 print and digital brands and reaching more than 17.5 million Canadians each month. This announcement comes after recent news that Taboola now powers native recommendations for Yahoo’s premier digital properties in Canada. Under the agreement, Postmedia will utilize Taboola’s suite of products to grow its audience, optimize user engagement, and drive revenue. Taboola will be implemented into various Postmedia sites including National Post, Financial Post, Vancouver Sun, and Toronto Sun, among others. Postmedia will incorporate Taboola Feed, a seamlessly integrated feed that provides readers with personalized multi-format content recommendations for an engaging experience into Postmedia’s family of Canadian news websites, on homepages and article pages.  Postmedia will explore Homepage For You, Taboola’s publisher platform offering that adds Artificial Intelligence (AI) to power editorial recommendations on publisher homepages. Homepage For You is part of Taboola Newsroom, a real-time analytics platform that provides unique insights, sourced from Taboola’s dataset of nearly 600 million daily active users, which inform how to create more engaging content and discover new coverage areas that drive loyal readership.  “As the landscape for news transforms more rapidly than ever, we’re seeking out technology partners that understand our industry and can help us maintain our position of leadership,” said Duncan Clark, Chief Content Officer at Postmedia. “We’re excited to work with Taboola as part of our ongoing strategy to boost Canadian news, as well as improve audience engagement across our digital properties.” “Postmedia is an iconic Canadian name in news, known for its reputable journalism around the world. I’m honored that they have chosen us to help them grow their audiences,” said Adam Singolda, Founder and CEO at Taboola. “We’re proud to welcome Postmedia as a partner and we’re looking forward to seeing how our offerings can provide value to their readers.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola and CAIRORCS MEDIA Renew a Four-Year Agreement for Content Recommendations URL: https://www.taboola.com/press-releases/cairorcsmedia/ Last Modified: 2024-01-12 12:11:01 The partnership will involve the use of Taboola Feed and Taboola Ads. Taboola, a global leader in providing recommendations for the open web, actively guiding users to discover content of their interest, is pleased to announce the renewal of an exclusive multi-year partnership lasting four years with  CairoRcs Media the concessionaire of one of the largest Italian multimedia communication groups with over a billion monthly views solely on its editorial sites. This renewed strategic partnership will see CairoRcs Media utilize Taboola's platform on its main sites, including Corriere della Sera, the most widely read digital newspaper in Italy; La Gazzetta dello Sport the number one sports news website in Italy; La7.it and GazzaNet Network, among others. Once again, Taboola will provide its products and formats to be integrated into the feed of CairoRcs Media 's publishers to increase site traffic, boost readership, create personalized ads, and enhance user engagement and experience. These formats include Taboola Feed and Taboola Ads. Taboola Feed is an infinite feed seamlessly integrated into the page alongside other editorial content, providing readers with personalized content for a more engaging editorial experience on the site they are visiting. Similar to social network consumption, Taboola Feed encourages open web users to stay on a publisher's site by presenting a personalized flow of content, videos, and other experiences that the reader is likely to delve into, thereby creating a loyal audience. The innovation lies in the provision of Taboola Ad as well. Taboola Ads is the campaign planning and management platform on the Taboola network. With the new agreement, Taboola will allow CairoRcs Media to exclusively deliver its campaigns on its own inventory prioritarily through Taboola Ads, utilizing all the advanced features typically available only to advertisers. Adam Singolda, CEO and founder of Taboola, stated: “We are excited to continue collaborating with CAIRORCS MEDIA, a reference point for publishing in Italy, and to broaden and extend the horizons of the partnership over time. We are confident that in the coming years, we will achieve new milestones together, thanks to our shared vision and commitment to quality culture and information.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on X. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Earns Ten Placements on Built In’s 2024 Best Places to Work Awards URL: https://www.taboola.com/press-releases/builtinawardwin2024/ Last Modified: 2024-01-09 10:02:08 Built In Recognizes Taboola as a Best Place to Work in the U.S., Atlanta, Chicago, Los Angeles, and New York City Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced Taboola was honored with multiple Built In 2024 Best Places To Work Awards.  What:  - Best Places to Work is an awards program that gives recognition to companies who offer the best total rewards programs and compensation packages among their peers. These awards recognize the best tech companies for tech professionals. - Taboola earned ten placements on the awards list: U.S. Best Places to Work, U.S. Best Large Places to Work, Atlanta Best Places to Work, Atlanta Best Large Places to Work, Chicago Best Places to Work, Chicago Best Large Places to Work, Los Angeles Best Places to Work, Los Angeles Best Large Places to Work, New York City Best Places to Work, and New York City Best Large Places to Work. - The annual awards program includes companies of all sizes, from startups to those in the enterprise, and honors both remote-first employers as well as companies in large tech markets across the U.S. - Built In determines the winners of Best Places to Work based on an algorithm, using company data about compensation and benefits. To reflect the benefits candidates are searching for more frequently on Built In, the program also weighs criteria like remote and flexible work opportunities, programs for DEI and other people-first cultural offerings.   This award win comes after other recent achievements for Taboola. Adam Singola, Taboola’s Founder and CEO, was named a 2023 Notable Leader in Advertising, Marketing & PR by Crain’s. Additionally, Taboola was featured as a finalist for the 2023 Digiday Technology Awards. Lastly, in 2023, Taboola was granted five Best Place To Work placements by Built In. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Named to Business Insider’s Hottest Adtech Companies 2023 List URL: https://www.taboola.com/press-releases/hottest-adtech-companies-2023/ Last Modified: 2023-12-13 09:11:58 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced that it has been named to Business Insider’s Hottest Adtech Companies 2023 List. Taboola was recognized for various company milestones, including its 30-year partnership with Yahoo, which makes Taboola the exclusive native advertising partner for all of Yahoo’s digital properties, strengthening the company’s position as a leading native advertising offering for advertisers, publishers, and merchants on the open web. In addition, Business Insider highlighted the success of Taboola News, which embeds Taboola recommendations directly on mobile devices, through partnerships with Xiaomi and realme. Lastly, Taboola’s Generative AI technology was featured, which allows advertisers to edit existing creative automatically, instead of just creating images from scratch. What: The Business Insider’s Hottest Adtech Companies List honors the companies that are transforming digital advertising, focusing on public and private companies that made the biggest impact in the industry. Where: View the full article here.   --- ### Taboola Announces New, Five-Year Deal with NBCUniversal News Group, Including NBC News, CNBC, MSNBC and TODAY URL: https://www.taboola.com/press-releases/nbcunewsgroup-renewal/ Last Modified: 2023-11-28 09:01:22 NBCU News Group to Continue Optimizing Taboola’s Custom Recommendations Across Several Top U.S. Sites Including NBCNews.com, CNBC.com, MSNBC.com and Today.com New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new five-year deal with NBCUniversal News Group, the #1 news organization in the U.S. that reaches seven in 10 American adults each month.  Under the new agreement, NBCU News Group will continue to utilize Taboola’s suite of products across its digital properties including NBC News, CNBC, MSNBC and TODAY to grow its audience, optimize user engagement, and drive revenue.  NBCU News Group implements Taboola in multiple impactful user touchpoints — from apps, to article pages, and homepages — through offerings including Taboola Feed. Taboola allows NBCU News Group to provide personalized user experiences across all these touchpoints, optimizing content recommendations to improve user engagement. “NBCUniversal News Group is one of the most iconic, trusted names in media, delivering world-class journalism, including financial and business news, entertainment, politics and more. Supporting its continued growth is a testament to the mutual trust and benefits we’ve developed since 2014,” said Adam Singolda, CEO and Founder at Taboola. “We look forward to continuing to partner and drive growth as we’re looking to create engaging experiences for consumers.” “We’re pleased to extend and grow our partnership with Taboola and look forward to more continued success together in the coming years,” said Satpal Brainch, Chief Business Officer of NBCUniversal News Group. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola and Project Agora Sign a 10-Year Agreement, Extending Their Strategic Partnership in Southeast Europe, the Middle East and North Africa URL: https://www.taboola.com/press-releases/taboola-and-project-agora-sign-a-10-year-agreement-extending-their-strategic-partnership-in-southeast-europe-the-middle-east-and-north-africa/ Last Modified: 2023-11-14 11:57:11 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, and Project Agora, one of the leading Media Technology companies in EMEA, today announced the renewal of their partnership for 10 years.  Under the agreement, Project Agora is Taboola's exclusive partner in 26 countries in Central-Eastern and Southeast Europe, the Middle East and North Africa. Project Agora-Taboola portfolio in the region already includes top premium publishing groups, like Ringier in Romania and Slovakia, Central Media in Hungary and 24Media in Greece. Today’s news extends an existing seven-year partnership between Taboola and Project Agora that has seen the two companies deliver technology and solutions to publishers in countries including Greece, Romania, Hungary and the United Arab Emirates. With Taboola's leading technology and continuous innovation, Project Agora will be able to keep supporting publishers to maximize profits, increase organic recirculation, expand their audiences and tap into new revenue streams. At the same time, advertisers will be able to target their users in more ways and places than ever before, in order to reach their business KPIs across the funnel. As part of the partnership extension, Project Agora will continue to exclusively offer to its clients the full suite of Taboola products, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, and Taboola Newsroom, which empowers editorial teams to enhance content with actionable data insights, A/B testing, and alerts. As well as new products, like Homepage for you, a personalized version of homepages based on user preferences and interests. "Our journey with Taboola has been nothing short of remarkable, and we're thrilled to embark on this exciting new decade together. For the last 7 years we have jointly strived for innovation and excellence for our clients, so that we can empower local publishers to maximize the value from their visitors and advertisers reach their business KPIs. This renewal signifies our unwavering commitment to continue doing both", said Odysseas Ntotsikas, Founder & Managing Partner of ThinkDigital Group (TDG), Project Agora's holding company. “Project Agora is one of our longest standing partners and we’ve grown side-by-side with them,” said Adam Singolda, CEO at Taboola. “We have the same commitment to connecting publishers with the technology they need to succeed, grow, monetize and thrive. They have been our trusted exclusive partner in the region for 7 years already and this new long-term agreement ensures that we will be further in tune and operate as one in the region, making Project Agora our direct extension in the markets they operate for the benefit of publishers and advertisers alike.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   About Project Agora Project Agora, a TDG (ThinkDigital Group) company, powers media technology for the open web, bringing publishers the data, technologies and resources they need to create high value content and services.  The company works with over 2,800 top premium sites, supporting them to maximize the value out of their visitors with monetization, recirculation and real-time observability solutions. At the same time more than 3,600 local and international advertisers use Project Agora to drive business results across the funnel. Project Agora has been named as one of the 1,000 fastest growing companies in Europe by the Financial Times for two years in a row (2022 & 2023). Learn more at https://projectagora.com/ and follow Project Agora, a TDG company on LinkedIn. --- ### Taboola Enhances Generative AI Capabilities to Allow For Automatic Editing of Existing Images, Accelerating Ad Creation and Seasonal Creative; Taboola Generative AI Adoption Accelerates, 25% of Creative Assets Leverage the Technology   URL: https://www.taboola.com/press-releases/generative-ai-enhancements/ Last Modified: 2023-11-06 13:10:09 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced new advancements in its Generative AI technology for advertisers.  With Taboola Generative AI AdMaker, advertisers can instantly make adjustments to existing creative assets, such as replacing backgrounds or generating image variations, significantly speeding the time it takes to launch their campaigns.  One key use case for Taboola’s Generative AI AdMaker significantly improves advertisers’ ability to launch seasonal campaigns, allowing for automatic variations of existing campaign images with seasonal themes, such as those related to the holiday season, back to school, Valentine’s Day, Halloween, New Year’s Eve and more. Today’s news builds on recent momentum for Taboola’s Generative AI technology, which has been used by more than 3,500 clients around the world to generate content and copy for ad creative, such as titles, images and descriptions.  More than 25% of all new creative assets created by Taboola self-service advertisers are leveraging some aspect of Taboola’s Generative AI technology, and in the first two weeks of launching a campaign with these assets, many campaigns that use the technology outperform those that did not use the technology. “Taboola’s Generative AI technology continues to unlock more benefits that advertisers are looking for, such as driving more customers and improving efficiency for running campaigns,” said Adam Singolda, CEO at Taboola. “We’re seeing great examples of advertisers already tapping into our Generative AI technology to get up and running faster with creative and copy that in some cases outperforms their evergreen campaigns. With AdMaker, we’re making it easier than ever for advertisers to test and launch variations on creative, which is an essential part of producing images that resonate especially with seasonal campaigns.” Taboola’s Generative AI technology has allowed advertisers to increase efficiency and effectiveness for their campaigns, directly within Taboola Ads, based on Taboola’s understanding of consumer intent. With it, advertisers can: - Produce creative copy, creating variations of campaigns titles and descriptions that appeal to multiple audiences - Generate original images, allowing for experimentation and building multiple creatives - to keep campaigns fresh and also maximize seasonal opportunities.  - Leverage best practices, with AI built on tens of thousands of successful campaigns that have delivered ROI for advertisers on Taboola.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Teams with Nerdist in New Content Recommendations Deal URL: https://www.taboola.com/press-releases/nerdist/ Last Modified: 2023-10-30 09:00:43 Partnership Sees Nerdist Leverage Taboola to Drive Further Engagement, Audience Development, and Monetization Through Feed and Explore More New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new partnership with Nerdist, a division of Legendary Entertainment. Under the agreement, Nerdist, home to the latest entertainment news and pop culture analysis generating nearly 2 million pageviews per month, will utilize Taboola’s suite of products to grow its audience, optimize user engagement, and drive revenue. Nerdist will incorporate Taboola Feed, a seamlessly integrated feed that provides readers with personalized multi-format content recommendations for an engaging experience. In addition, Nerdist will implement Taboola’s Explore more, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps.  "At Nerdist, our top priority is providing high quality content to our loyal, broad entertainment and pop culture-focused audiences. We knew that selecting a reliable content recommendations partner is critical,” said Amy Ratcliffe, Nerdist’s Editor-in-Chief. “We’re thrilled to work with Taboola and are looking forward to seeing how their comprehensive offerings, like Taboola Feed and Explore More, will move the needle for reader engagement and audience growth.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About Nerdist Nerdist is a multi-platform media and entertainment network for fans of genre and pop culture content. With flagship series including Nerdist News hosted by Dan Casey, fan-favorite shows like Explainiac and CelebriD&D, and daily in-depth editorial coverage, Nerdist reaches millions of people every day on Nerdist.com and on leading platforms including YouTube, Facebook, Instagram, and TikTok. Nerdist is owned by Legendary Entertainment and is part of Legendary Digital Networks, which also includes Geek & Sundry, Because Science, and Amy Poehler’s Smart Girls. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Yahoo Properties Worldwide are Now Available through Taboola; Advertisers Now Have Unrivaled Reach Through One Platform URL: https://www.taboola.com/press-releases/yahoo-properties-worldwide/ Last Modified: 2023-10-04 09:12:46 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced its advertiser clients can now start running native advertising on Yahoo’s premier digital properties globally, in more than a dozen markets worldwide, through the Taboola advertising platform. Starting today, advertisers can access Yahoo’s large portfolio of sites, supported by Taboola, including Yahoo Finance, Yahoo Mail, Yahoo News and Yahoo Sports, which reach hundreds of millions of monthly active users worldwide. Advertisers can now seamlessly run desktop, mobile web and mobile app campaigns alongside Yahoo’s trusted editorial environments and popular email platform. Today’s news is a significant first milestone in Taboola’s previously announced 30-year strategic partnership with Yahoo, which makes Taboola the exclusive native advertising partner across all of Yahoo’s digital properties, which will also be available to buy through the Yahoo DSP. Yahoo will continue to maintain a number of managed clients buying native advertising across its owned and operated properties as well. Future partnership milestones will focus on technical and data integrations designed to deliver new ways for advertisers to identify and target audiences more effectively and engage them more deeply. Coupled with Taboola’s reach among 9,000+ publisher partners, including CBSi, CNBC, BBC, and The Independent, its partnership with Yahoo gives brands massive scale to reach hundreds of millions of consumers worldwide. “We’ve seen great results for advertisers on Yahoo international markets, and I’m excited to share that we're taking a meaningful step forward to make Yahoo now available globally. With Yahoo, we’re supercharging advertisers’ ability to connect with millions of consumers around the world each day,” said Adam Singolda, CEO at Taboola. “This adds significantly to Taboola’s existing worldwide footprint and gives advertisers greater reach, better campaign performance, and a strong local team that can support advertiser success.” “We are excited about this next phase in our strategic partnership with Taboola,” said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. “This collaboration sets us apart in the market, helping us drive long-term growth in native advertising while enhancing the experiences of users, advertisers, and publishers.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Skimlinks, a Taboola Company, Announces Winners of the Commerce Awards for Publishers 2023 URL: https://www.taboola.com/press-releases/caps-winners-2023/ Last Modified: 2023-09-29 09:22:52 New York, NY - Skimlinks, a Taboola company, is delighted to announce the winners of the sixth annual Commerce Awards for Publishers (CAPS) 2023. Unveiled last night at the ceremony, awards were handed out across our roster of 18 categories. The awards’ winners were chosen by our esteemed jury panel, entrusted with recognizing excellence in this dynamic domain. Our jury represents the major affiliate networks AWIN, Rakuten, CJ and Partnerize, and leading industry media publication Adweek.  Alongside longtime entrants such as Condé Nast and Hearst, this year’s winners include some first-time winners including Wall Street Journal and ABC. “The CAPS keeps getting bigger and better,” said Bill Glass, Connexity, A Taboola Company CEO. “The CAPS celebrates our collective efforts in transforming commerce content into a powerhouse revenue stream for publishers. With Taboola support, we’re accelerating advancements to the Skimlinks platform in more real-time reporting and additional features to the Product Key, which is our industry leading solution for real-time access to product data.” New categories such as Best Social Impact Campaign, Best Pets Article, and Best Timely Article help to illustrate the continuous expansion of the CAPS’ recognition across the publishing industry and its ever-changing trends.  It is our pleasure to announce the Winners of The CAPS 2023:  Award Category Winner Best Beauty Article Hearst Magazines, Town & Country The Best Beauty Advent Calendars of 2023 Best Black Friday Article The Knot Worldwide, The Bump The Black Friday Baby Deals You Don’t Want to Miss Best Evergreen Article Wall Street Journal The 33 Best Deals Online Right Now Best Holiday Campaign VICE Media Wayfair Way Day Best Bedding/Mattress Article Conde Nast, Architectural Digest 24 Best Mattress-in-a-Box Options of 2023, Tested and Reviewed Best Streaming Article Advance Digital, Oregon Live BET Awards 2023 free live stream, performers, Red Carpet Show streaming time; how to watch on demand Best Technology Article Reviewed The best online photo printing services of 2023 Best Special Occasion Article The Knot Worldwide 1-Year Wedding Anniversary Gifts Worthy of the 1st Marriage Milestone Best Travel Article PureWow 18 Rental Sites like Airbnb You May Not Know (but Definitely Should) Best Kids and Parenting Article Everyday Health Group, WhatToExpect The Best Nursing and Pumping Bras, According to Moms Who've Worn Them Best Social Impact Campaign New York Post Shop brands that give back to support Pride Month 2023 and beyond Best Timely Article Advance Digital, NJ.com How to get Taylor Swift ‘Eras Tour’ tickets if you didn’t sign up for the presale Best Pets Article Trusted Media Brands, Reader's Digest 6 Best Cat-Proof Couches That Actually Stand Up to Scratching Best Health and Wellness Article Katie Couric Media How to Pick the Multivitamin That’s Best for You, According to Experts Best Global Strategy Yahoo APAC Best Newcomer Consumer Reports Fastest Growing Publisher ABC Industry Champion Award Liz Kiernan, Yahoo --- ### Taboola Announces Exclusive Multi-Year Expansion with Advance Local, Designed to Increase User Engagement and Monetization Opportunities URL: https://www.taboola.com/press-releases/advancelocal/ Last Modified: 2023-09-26 09:04:50 Header Bidding Integrations Provide Unique Advertiser Demand and Brand-New Commerce Content Capabilities  New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a multi-year deal with Advance Local, a Taboola partner since 2015. Advance Local is dedicated to providing high quality, local journalism and reaches more than 52 million readers per month with its award-winning sites. These sites include NJ.com, AL.com, MLive.com, MassLive.com, Cleveland.com, Syracuse.com, PennLive.com, OregonLive.com, SILive.com, and LoneStarLive.com. Under the agreement, Advance Local will utilize Taboola’s suite of products to grow its audience, optimize user engagement, and drive revenue. Advance Local will incorporate Taboola Feed, a seamlessly integrated feed that provides readers with personalized multi-format content recommendations for an engaging experience into Advance Local’s family of local news websites. In addition to Taboola Feed, Advance Local will implement Taboola in additional high-impact user touchpoints, such as mid-article and right rail placements. Taboola’s publisher solutions enable Advance Local to personalize its user experiences across each of these touchpoints, while optimizing content recommendations to drive user engagement. Advance Local will also test additional Taboola offerings including Header Bidding, which allows publishers to drive improved monetization with their existing display ad units by tapping into unique native advertising demand from more than 15,000 direct advertisers. Additionally, Advance Local’s  NJ.com property has recently integrated Taboola Turnkey Commerce, a new offering that gives premium publishers the ability to easily and efficiently create trustworthy content that attracts shoppers and helps them make great purchase decisions. “We’re pleased to sign a multi-year deal with Taboola as part of our ongoing strategy to continually raise the bar for local news coverage,” said Scott Lawrence, Sr. Director Programmatic Strategy at Advance Local. “Taboola has proven to be a great partner over the past eight years, and we appreciate their support in keeping our readers engaged with quality content while working to support local media companies with innovative business solutions. We’re excited about the road ahead, and welcome Taboola’s partnership in our mission to foster quality journalism.” “I’m honored that Advance Local is trusting us long-term to grow their audiences, and this move into e-commerce is especially exciting as they continue to look for new ways to provide value to their readers,” said Adam Singolda, Founder and CEO at Taboola. “We’re looking forward to this continued partnership and helping Advance Local power their success in a holistic way.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.  Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.       --- ### Taboola Joins Zeta Live 2023 URL: https://www.taboola.com/press-releases/zeta-live-2023/ Last Modified: 2023-09-25 12:35:04 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, shares its CEO Adam Singolda will join panelists at Zeta Live in an upcoming discussion entitled, “The Impact of AI on Digital Content & Streaming Platforms.” The discussion will take place at the The Times Center and include: - -- Adam Singolda, CEO and founder of Taboola - -- Jon Steinlauf, Chief U.S. Ad Sales Officer, Warner Bros. Discovery - -- Ajinkya Joglekar, SVP Marketing, Sling - -- David McNaughton, SVP, Marketing & Sales, Mediacom - -- Steven Stein, President, Disqus, Zeta (Moderator) When: Thursday, September 28th at 9:45 a.m. Eastern Time Where: The Times Center (242 W 41st Street, New York, NY) at the Vision stage (upper level) Zeta Live explores how creativity and micro moments throughout the consumer journey today are shaping disruptive macro movements across the digital economy and marketing ecosystem of tomorrow. The annual conference will be a day of thought leadership, featuring the brightest, most forward-thinking leaders in business and a look into some of the most critical topics impacting the industry today. --- ### Taboola Joins Forces with Sportskeeda in an Exclusive 2-Year Partnership for Content Recommendations URL: https://www.taboola.com/press-releases/sportskeeda/ Last Modified: 2023-09-21 09:22:27 New Delhi - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a 2-year partnership with Sportskeeda, a prominent, global sports content platform. This collaboration is set to elevate user engagement, expand audience reach, and unlock monetization possibilities by delivering premium, high-quality content recommendations to Sportskeeda's readers. Sportskeeda, a well-known sports content platform, is a ‘Great Place to Work’ certified organization and holds an impressive global rank of 8 on Similar Web, demonstrating its substantial and highly engaged audience. Through this strategic partnership, Sportskeeda aims to maximize revenue by enhancing audience engagement and providing its readers with tailored and relevant content recommendations. Under the exclusive agreement, Taboola will provide recommendations to Sportskeeda on Desktop, Mobile, and Accelerated Mobile (AMP) pages, along with integrated video capabilities. This offering will be live on all international traffic, covering prominent regions such as the US, UK, Canada, and Australia. Ajay Pratap Singh, CEO of Sportskeeda, expressed his enthusiasm for the partnership, and said, “We are thrilled to collaborate with Taboola to offer our readers a seamless and engaging content experience. Taboola's reputation for superior performance and emphasis on delivering high-quality content perfectly align with our goals, making this partnership truly exciting for us.” Adam Singolda, CEO of Taboola, said, “We are excited to partner with Sportskeeda, a widely respected and highly visited sports publisher all around the world. As their global footprint grows, we continue to provide the foundation on which they can deliver more personalized content recommendations to Sportskeeda readers, driving continuous engagement and returning audiences. Together, we will drive innovation, elevate reader engagement, unlock new avenues for revenue growth and more.” Taboola’s journey towards building new technologies helps various platforms from all domains to drive reader engagement and stimulate consumers’ interest by discovering the content of their choice. Learn more about Taboola’s recommendation platform and services here.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices, and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements: Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding prospects, product development, and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections, and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates, and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions, or circumstances on which any such statement is based. --- ### Taboola Teams with Gannett in Exclusive Five-Year Content Recommendation Partnership URL: https://www.taboola.com/press-releases/gannett/ Last Modified: 2023-09-19 09:00:25 Newest Deal to Surpass 10-Year Milestone Together for Companies New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a renewed partnership with Gannett Co., Inc. (NYSE: GCI), which reaches 133 million monthly unique visitors across the USA TODAY Network and publishes USA TODAY along with over 200 local media outlets across 43 U.S. states. Since 2013, Gannett has leveraged Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, including video, for a more engaging experience. Additionally, Gannett has implemented Taboola Newsroom, an offering that provides unique insights, sourced from Taboola’s dataset of nearly 600 million daily active users, which inform how to create more engaging content and discover new coverage areas that drive loyal readership.   In this new deal, Gannett will test additional Taboola offerings including Homepage For You, its publisher platform offering that adds Artificial Intelligence (AI) to power editorial recommendations on publisher homepages. Homepage For You is part of Taboola Newsroom, a real-time analytics platform that provides unique insights, sourced from Taboola’s dataset of nearly 600 million daily active users, which inform how to create more engaging content and discover new coverage areas that drive loyal readership. Gannett will also explore the option to adopt Taboola Turnkey Commerce to support its consumer product review site, Reviewed, part of the USA TODAY Network. Taboola Turnkey Commerce is a new offering that gives premium publishers the ability to create trustworthy content that attracts shoppers and helps them make great purchase decisions. "Taboola has been a valued partner of Gannett and we’re delighted to expand our relationship,” said Kate Gutman, Senior Vice President, Content Ventures at Gannett. “Taboola continues to help us test different content for specific audience segments for improved engagement through services like Newsroom and drive more valuable user engagement across our network of digital properties. We’re looking forward to seeing how Taboola’s homepage-specific recommendations and e-commerce offerings can make us even more successful.”  “It’s been so great to have grown with Gannett for over 10 years now. They’ve shown a commitment to innovation and are being smarter about attracting readers and keeping them informed, but also coming back,” said Adam Singolda, CEO and Founder at Taboola. “Gannett is taking a holistic approach to growth — from insights, to creating content that resonates, to getting additional ways to monetize their large audience. I look forward to continuing to grow together with the team.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Skechers, and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About Gannett Gannett Co., Inc. (NYSE: GCI) is a subscription-led and digitally-focused media and marketing solutions company committed to empowering communities to thrive. With an unmatched reach at the national and local level, Gannett touches the lives of millions with our Pulitzer Prize-winning content, consumer experiences and benefits, and advertiser products and services. Our current portfolio of media assets includes The USA TODAY NETWORK, which includes USA TODAY, and local media organizations in 43 states in the United States, and Newsquest, a wholly-owned subsidiary operating in the United Kingdom. We also own digital marketing services companies under the brand LocaliQ, which provide a cloud-based platform of products to enable small and medium-sized businesses to accomplish their marketing goals. In addition, our portfolio includes one of the largest media-owned events businesses in the U.S., USA TODAY NETWORK Ventures.  Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Introduces New AI-Powered Technology that Maximizes Conversions from Native Ad Campaigns; Advertisers See Nearly 50% Higher Conversions at the Same Conversion Cost URL: https://www.taboola.com/press-releases/maximizeconversions/ Last Modified: 2023-09-12 09:02:11 Taboola Goes Beyond CPC, Enabling Advertisers to Provide Budget and Let Taboola’s AI Maximize Conversions Automatically, Driving Predictable Performance; Technology is Built on Contextual Signals from Nearly 600M Daily Active Consumers New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced significant advancements in its performance advertising-focused bidding technology, called Maximize Conversions. This technology empowers Taboola advertisers to evolve beyond manual and time-consuming cost per click (CPC) bidding strategies, in favor of simply specifying a budget and having Taboola’s algorithm automate the CPC bid to drive as many conversions as possible while staying within budget. More than one thousand Taboola advertisers have already used Maximize Conversions to drive results. Advertisers are seeing up to 50% boost in conversions while maintaining their Cost Per Acquisition (CPA), as well as some advertisers seeing reduced CPA by nearly 20%. In addition to making ad campaigns more effective, Maximize Conversions has also provided immense benefit in making campaigns more efficient, reducing the time in which advertisers get to their optimal results by half. Maximize Conversions is designed to give advertisers flexibility for their campaigns. The technology can be used without a target CPA, which delivers against an advertiser’s daily budget, driving the most conversions at the lowest cost. When used with a target CPA, it delivers performance at a CPA they control. “Advertisers deserve technology that drives ROI simply and effectively, and Maximize Conversions delivers exactly that,” said Adam Singolda, CEO and founder, Taboola. “We’re taking the guesswork out of CPC bidding, making it so that advertisers can simply share their goals, and our AI takes care of the rest. Our AI is trained on first-party contextual signals from more than 9,000 publishers and nearly 600M daily active users, giving advertisers using Maximize Conversions a competitive advantage in reaching customers. We’re seeing incredible results from this technology – delivering large amounts of customers, saving costs, time and more. I expect nearly half of our advertisers will adopt this offering in 2024.” Advertiser Testimonials “Our Maximize Conversions campaigns are the clear winners! They consistently deliver outstanding results allowing us to maximize our budgets while achieving impressive CPAs. Not only that, but these campaigns are also driving the highest ROAS for us at the moment, and we’re excited to continue investing with Taboola.” – Babbel “We have experienced a remarkable boost in stability and performance with Maximize Conversions, surpassing our expectations. A notable difference being the significant reduction in manual work required compared to our previous methods. We're looking forward to shifting more campaigns to gain more stability and decrease manual work.” – Audibene “Not only have we witnessed consistent performance in terms of spend and cost per acquisition (CPA), but the real magic lies in the precious time we’ve saved on bid optimization. With this remarkable tool, we’ve unlocked newfound efficiency and productivity in our marketing efforts.” – Muhlert Digital Gmbh Agency on behalf of Leica Camera “The automated approach of Maximize Conversions saves us valuable time and effort when managing campaigns. Plus, it’s unlocked profitable inventory previously out of reach with other methods.” – ClickCrew “At Secret Escapes, our goal is to acquire new subscribers within a specific CPA target, and we found a winning formula with Taboola's Maximize Conversions strategy with a set target CPA. The outcome? An impressive 64% reduction in CPA, surpassing our own expectations and comfortably landing us well below our CPA target.” – Secret Escapes About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Teams with DeepIntent, Empowering More Pharma Advertisers to Reach Massive Scale on Premium Publishers URL: https://www.taboola.com/press-releases/deepintent/ Last Modified: 2023-09-11 09:08:26 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new partnership with DeepIntent, a technology company with an advertising platform built purposefully for the healthcare industry.  Taboola partners with more than 9,000 publishers, reaching nearly 600 million daily active users and with today’s news, pharma advertisers partnering with DeepIntent will gain access to a diverse range of premium digital platforms, ensuring their messages are displayed in brand-safe and contextually relevant environments.  According to recent research conducted by Taboola and Kantar, native ads outperformed other channels at boosting mid-funnel KPIs and exceeded various marketing objectives, such as building brand awareness, consideration, brand favorability, and message association. With Taboola, DeepIntent’s extensive portfolio of hundreds of pharmaceutical brands and leading healthcare agencies can tap into these benefits, driving results for nearly any marketing objective. “Surveying patients four separate times, we’ve consistently found that relevant pharma ads have the power to inspire action, whether that’s taking a healthcare provider’s advice or making an appointment to see one in the first place. More than ever before, we see and hear that healthcare marketers are craving performance from their marketing investments,” said Chris Paquette, Founder and CEO of DeepIntent. “With our pharma-specific solutions, Taboola ensures their advertisers are serving the most relevant ads, improving their bottom line while improving patient outcomes.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About DeepIntent With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry’s most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn. --- ### Taboola Announces New, Exclusive Multi-Year Deal with Sinclair Broadcast Group; Agreement Marks 7-Year Partnership URL: https://www.taboola.com/press-releases/sinclair/ Last Modified: 2023-09-06 09:01:03 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a renewed multi-year deal with Sinclair Broadcast Group (Sinclair), a subsidiary of Sinclair, Inc. (Nasdaq: SBGI), a diversified media company and leading provider of local news and sports. Sinclair and Taboola started working together in 2018.   Under the new agreement, Sinclair will continue to utilize Taboola’s suite of products across its television station sites including its ABC, CBS, FOX, NBC and CW affiliates, as well as its mobile platforms, to grow their audiences, optimize user engagement, and drive revenue. Sinclair implements Taboola in multiple impactful user touchpoints — from newsletters to article pages and mid-article placements. Taboola empowers Sinclair to personalize user experiences across all of these touchpoints, optimizing content recommendations to drive engagement. “Our renewed deal with Taboola speaks to the strategic value of our continuing relationship,” said Kevin Cotlove, EVP and Chief Digital Officer, Sinclair, Inc. “Taboola delivers impressive results for us, which is why we partner with them on revenue and engagement initiatives.” “Sinclair has been a great partner in leveraging Taboola innovations, insights and tech, and this has contributed to their rapid growth. Local news continues to be critical, and the massive reach of Sinclair’s network is especially important,” said Adam Singolda, CEO and Founder at Taboola. “Playing a part in Sinclair’s mission and continued growth is a testament to the mutual trust we’ve developed.”  About Taboola  Taboola powers recommendations for the open web, helping people discover things they may like.   The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.    More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers.  Learn more at www.taboola.com and follow @taboola on Twitter.  Disclaimer - Forward-Looking Statements  Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.    --- ### Taboola Partners with Realme, One of the World’s Largest Smartphone Manufacturers to Bring Taboola News to Millions of New Device Users URL: https://www.taboola.com/press-releases/taboola-partners-with-realme-one-of-the-worlds-largest-smartphone-manufacturers-to-bring-taboola-news-to-millions-of-new-device-users/ Last Modified: 2023-08-29 11:29:00 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a partnership with realme, the world’s fastest-growing smartphone brand with a global user base of 160 million. Under the partnership, realme will utilize Taboola News to power recommendations within all devices for audiences in Europe, Southeast Asia, the Middle East and Africa. Taboola News brings recommendations from Taboola’s large publisher network directly into offerings from mobile carriers and device manufacturers, including smartphone screens and web browsers. realme will integrate these recommendations, as part of a long-term strategic partnership with Taboola, on the lockscreen of its smartphones. Key among realme’s goals with Taboola News is the ability to provide consumers a positive user experience with its devices and offer quality content from publishers that keep users engaged. “realme is always looking for ways to provide our users a more engaging experience while on their smartphones,” realme stated. “Taboola has shown it has a large set of trusted news publishers, from all across the world, that can provide helpful content for our thriving user base. We look forward to delivering more ways for realme customers to get value from their devices.” “With such a large and growing footprint, realme was the perfect fit to tap into audiences and help them discover engaging content,” said Adam Singolda, CEO at Taboola. “Mobile has become a key avenue for millions of consumers to discover news, learn new things, and with realme, that also means spending more time on their innovative products and even producing new ways to monetize. We look forward to delivering quality content to their passionate user base.” Taboola News creates new opportunities for engagement and revenue for mobile carriers, device manufacturers, publishers, and brands. Carriers and manufacturers use Taboola News to deliver personalized, relevant content to their users from Taboola’s global network of publishers, while tapping into new revenue streams. Publishers receive increased user traffic at no additional cost and advertisers have more opportunities to tap into Taboola’s massive reader scale to reach the right audiences. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Announces New Deal with Wild Sky Media to Power Recommendations Across Digital Properties Including Cafemom.com, Mom.com, Littlethings.com and Mamaslatinas.com, Reaching More Than 10M Unique Visitors Per Month URL: https://www.taboola.com/press-releases/wildskymedia/ Last Modified: 2023-08-29 09:00:08 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new partnership with Wild Sky Media, the largest portfolio of owned and operated parenting and family sites in the U.S. reaching 10 million unique visitors per month. Through this deal, digital properties for Wild Sky Media including Cafemom.com, Mom.com, Littlethings.com, and Mamaslatinas.com have incorporated Taboola recommendation widgets below their article pages, providing readers with personalized content, including sponsored options, for a more engaging experience. Additionally, Wild Sky Media is utilizing Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from more than 500 million daily active users. Newsroom helps Wild Sky Media further understand its audiences, learn about its most engaged articles and conduct A/B testing for headlines. Wild Sky Media has also adopted Taboola News, which integrates content recommendations from Taboola’s large publisher network with leading mobile device manufacturers across multiple touchpoints, including Minus One screens, news notifications and browser applications. Lastly, Wild Sky Media has implemented Taboola's Explore More across its network, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps.  "At Wild Sky Media, we are laser focused on high quality content for our ‘mom’ audience — so it was important to be selective with our content recommendation partner,” said Jonathan Slavin, Chief Revenue Officer of Bright Mountain Media (parent company to Wild Sky Media). “We’re excited to be working with Taboola, whose comprehensive offerings, like Taboola News, Explore More and Newsroom, will keep our readers engaged and open new avenues to grow our business.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Advertisers Can Now Run Native Ads on Yahoo Properties in Mexico and Argentina, Exclusively Through Taboola URL: https://www.taboola.com/press-releases/advertisers-can-now-run-native-ads-on-yahoo-properties-in-mexico-and-argentina-exclusively-through-taboola/ Last Modified: 2023-08-21 10:34:49 Taboola Powers Recommendations Across Yahoo Properties in Latin America, Giving Advertisers Access to Some of the Most Visited Properties on the Open Web Including Yahoo, Yahoo Finance, Yahoo Mail, and more Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced it now powers native recommendations for Yahoo’s premier digital properties in Mexico and Argentina. Today’s news follows a previously announced 30-year strategic partnership between Taboola and Yahoo, in which Taboola will exclusively power native advertising across all of Yahoo’s digital properties, including Yahoo Finance, Yahoo Mail, Yahoo News and Yahoo Sports. Yahoo’s premier properties reach hundreds of  millions of monthly active users worldwide. The partnership also enables collaboration between Yahoo and Taboola to develop contextual segments for advertisers to enhance relevancy and reach. With this integration, Taboola advertisers in SAM have direct access to Yahoo’s massive digital footprint and can seamlessly run desktop, mobile web and mobile app campaigns alongside Yahoo’s trusted editorial environments and popular email platform. Coupled with Taboola's reach among more than 9,000 publisher partners, including Grupo Imagen, Milenio and Cronista, and nearly 600 million daily active users, this news provides brands with massive scale to reach consumers in the region. “With Yahoo, we’re supercharging the ability for advertisers to connect with millions of consumers in Mexico and Argentina each day,” said Adam Singolda, CEO at Taboola. “Advertisers in Mexico and Argentina are getting immense visibility across some of the most frequented digital destinations in the region, where they can connect with highly engaged consumers. This adds significantly to Taboola’s existing footprint in region and gives advertisers greater reach, better campaign performance, and a strong team that can support advertiser success. Positive early market signs and feedback validate Yahoo’s performance and the value of our strategic partnership.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Advertisers Can Now Run Native Ads on Yahoo Properties in New Zealand, Exclusively Through Taboola URL: https://www.taboola.com/press-releases/advertisers-can-now-run-native-ads-on-yahoo-properties-in-new-zealand-exclusively-through-taboola/ Last Modified: 2023-08-21 10:18:00 Taboola Powers Recommendations Across Yahoo Properties in New Zealand, Giving Advertisers Access to Some of the Most Visited Properties on the Open Web Including Yahoo, Yahoo Finance, Yahoo Mail, and more Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced it now powers native recommendations for Yahoo’s premier digital properties in New Zealand.  Today’s news follows a previously announced 30-year strategic partnership between Taboola and Yahoo, in which Taboola will exclusively power native advertising across all of Yahoo’s digital properties, including Yahoo Finance, Yahoo Mail, Yahoo News and Yahoo Sports. Yahoo’s premier properties reach hundreds of  millions of monthly active users worldwide. The partnership also enables collaboration between Yahoo and Taboola to develop contextual segments for advertisers to enhance relevancy and reach.  With this integration, Taboola advertisers in New Zealand have direct access to Yahoo’s massive digital footprint and can seamlessly run desktop, mobile web and mobile app campaigns alongside Yahoo’s trusted editorial environments and popular email platform. Coupled with Taboola’s reach among 9,000+ publisher partners, including TVNZ, Newshub, Otago Daily Times, MSN, CNBC, Bloomberg, and nearly 600M active users a day, this news gives brands massive scale to reach consumers in the region. “With Yahoo, we’re supercharging the ability for advertisers to connect with millions of consumers in New Zealand each day,” said Adam Singolda, CEO at Taboola. “Advertisers in New Zealand are getting immense visibility across some of the most frequented digital destinations in the region, where they can connect with highly engaged consumers. This adds significantly to Taboola’s existing footprint in New Zealand and gives advertisers greater reach, better campaign performance, and a strong team that can support advertiser success. Positive early market signs and feedback validate Yahoo’s performance and the value of our strategic partnership.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Digiday Names Taboola a Finalist for The Digiday Technology Awards Under “Best Native Advertising Platform” Category URL: https://www.taboola.com/press-releases/digiday-technology-awards-finalist/ Last Modified: 2023-08-17 09:01:44 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it has been chosen as a finalist for “Best Native Advertising Platform” with the Digiday Technology Awards. This achievement is based on a successful engagement and mutual case study between Taboola, The Oliver Agency and The Loop, a brand providing world-class airport shopping experiences at the Montreal International Airport. Results of the case study indicate that Taboola helped The Loop drive a 200% YoY increase in website traffic, 140% YoY increase in online customer transactions and 103% YoY increase in online revenue. What: The Digiday Technology Awards recognize the technology modernizing media and marketing. When: The finalist announcement was released August 15, 2023. The winners announcement will be made on Tuesday, August 29, 2023. Where: The finalist announcement can be found on Digiday’s website here. According to Digiday, micro-personalization with AI, e-commerce technology, privacy compliance and partnerships were key success factors in this year’s Digiday Technology Awards shortlist. The best submissions showcased brands’ passion for balancing data privacy and highly effective personalization — adopting technologies and integrating with partners to achieve both. Overall, the judges highlighted companies that are empowering advertisers and publishers to offer more targeted, personalized campaigns, resulting in better returns and elevated customer experiences.  --- ### Taboola and AP News Renew Exclusive Relationship, Expanding Implementations to Include Header Bidding, Video Placements and More URL: https://www.taboola.com/press-releases/ap/ Last Modified: 2023-08-16 09:00:08 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a renewal of its agreement with independent, global news organization The Associated Press, whose AP News site and mobile app reach 156 million pageviews per month. Through the agreement, AP News will implement a variety of new Taboola features including a Header Bidding integration through AP’s relationship with Sovrn as a header bidding wrapper and managed service provider. The Header Bidding capability expands on a native bidding service originally launched by Taboola in April 2022. Publishers benefit from Taboola Header Bidding by driving higher bid density and higher yield with their existing display ad units. AP News will also incorporate video reel placements, which drive higher user engagement while also opening up new premium demand channels. AP News will keep existing Taboola implementations including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, including video, sponsored and organic options, for a more engaging experience. In addition, AP News will continue to implement Taboola's Explore More across its network, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps. AP News will also continue utilizing Taboola Newsroom, an offering that provides unique insights, sourced from Taboola’s dataset of 500 million daily active users, which inform how to create more engaging content and discover new coverage areas that drive loyal readership. “The Associated Press reaches more than half the world’s population on a daily basis and has earned the trust of its readers, thanks to a commitment to telling factual stories,” said Adam Singolda, CEO and founder at Taboola. “We’re honored that AP continues to choose Taboola for content recommendations, and began working with us exclusively for Taboola Recommendation Reel video. We are excited to introduce new Taboola offerings like Header Bidding, which will further support their high caliber journalism by providing more ways for them to grow through monetization.” “We look forward to continuing our work with Taboola as we take steps to increase engagement with our AP News audience,” said Drew Stoneman, AP vice president of consumer revenue. “It’s important that AP’s fact-based, nonpartisan journalism be available to as wide an audience as possible.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About AP The Associated Press is an independent global news organization dedicated to factual reporting. Founded in 1846, AP today remains the most trusted source of fast, accurate, unbiased news in all formats and the essential provider of the technology and services vital to the news business. More than half the world’s population sees AP journalism every day. Online: www.ap.org Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Partners with Foursquare to Connect Native Advertising to Real World Visitation, Providing Clear Return on Ad Spend for Brands with Brick and Mortar Locations URL: https://www.taboola.com/press-releases/foursquare/ Last Modified: 2023-08-02 09:00:38 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new partnership with Foursquare, a leading geospatial technology platform designed to help businesses make smarter decisions and create more engaging customer experiences. Through the deal, Taboola is giving its large number of advertisers access to Foursquare Attribution, a solution which allows advertisers, such as retailers, auto dealerships and dining brands, to measure the real-life effects of their Taboola campaigns. Through this partnership, Taboola and Foursquare are providing tens of thousands of advertisers clear visibility into the effectiveness of their campaigns, which focus on driving visitation. The partnership also provides insights that can help advertisers understand the customer journey. Taboola is offering Foursquare Attribution, where available, to Taboola advertisers. Once advertisers are approved by Taboola for measurement, they will be able to view results automatically within Foursquare's Attribution User Interface (UI). “We’re excited to partner with Foursquare, a pioneer of helping advertisers understand the real world effect of their advertising,” said Adam Singolda, CEO and Founder at Taboola. “With Foursquare, we are offering yet another way to showcase the effectiveness of ads that run on Taboola, and in the process, giving our nearly 15,000 advertisers new ways to track their return on ad spend and inform future campaigns.”  “As brands with physical locations seek to connect with consumers, understanding the full consumer journey continues to be paramount to campaign success,” said Jim Watson, SVP of Global Business Development at Foursquare. “Taboola is a leader in native advertising, an industry effective at driving results, as evidenced by their work with many of the world’s top advertisers. We look forward to connecting our geospatial services and helping these brands unlock the potential of their marketing investment.”  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About Foursquare Foursquare is the industry’s leading geospatial technology platform, designed to help businesses make smarter decisions and create more engaging customer experiences. A pioneer of the geolocation space, the company’s comprehensive suite of products and developer tools are used by the world’s most recognizable enterprises to gain in-depth understanding into locations and human mobility. Powered by deep machine learning and privacy-first insights, Foursquare’s solutions are redefining how organizations derive value from location intelligence. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### El éxito de Barbie devora también las tendencias digitales en España URL: https://www.taboola.com/press-releases/barbie-trends-spain/ Last Modified: 2023-07-28 14:52:49 Barbie ha teñido de rosa las tendencias de lectura en España, según el análisis de las tendencias de lectura en los medios españoles de Taboola   Madrid, 28 de julio de 2023.- El fenómeno generado a raíz del lanzamiento de la película de Barbie en nuestro país se refleja también en internet. Según revelan los datos de Taboola, líder mundial de recomendaciones de contenido para la web abierta, la red se ha teñido de rosa acompañando el lanzamiento de la popular película. En los primeros días desde su estreno, Barbie logró recaudar 337 millones de dólares, y de ellos 155 sólo en Estados Unidos, convirtiéndose en el mejor estreno cinematográfico en lo que llevamos de año. Pero, también, se ha convertido en un auténtico furor en internet.  Según los datos que ha analizado Taboola en su amplia red de soportes en España, “Barbie” se ha convertido en uno de los términos más buscados y, también, en uno de los temas más populares en los medios digitales, generando una enorme expectación antes de su estreno. El 1 de enero de 2023, las páginas vistas relacionadas con “Barbie” fueron 1.311.129; una cifra que el 7 de mayo de ese año alcanzó 1.287.398. El 16 de julio de 2023, sólo cuatro días antes de su estreno en las salas de cine, el número de páginas vistas relacionadas con la película de la popular muñeca ascendió hasta las 2.815.071 páginas vistas. Solo en los 15 primeros días de julio el número de páginas vistas por los usuarios españoles relacionadas con Barbie ya sumaba más de 4 millones.  Entre los términos relacionados con la “ola rosa” que ha sido la película de Barbie, la más leída entre los usuarios españoles ha sido “Margot Robbie”, actriz protagonista del film. Le siguen “Barbiecore”, la tendencia de moda inspirada en la popular muñeca, o “Greta Gerwig”, directora de la película. Pero también hay marcas que han recogido parte de la popularidad en la red de este fenómeno cinematográfico, como “Zara” o “Chanel”, que aparecen entre los términos más trending en este furor por Barbie.   ________________ Sobre Taboola Taboola, (NASDAQ: TBLA), genera recomendaciones en la web abierta, ayudando a las personas a descubrir cosas que les puedan gustar. La plataforma de la compañía, impulsada por inteligencia artificial, es utilizada por soportes digitales, incluidos sitios web, dispositivos y aplicaciones móviles, para impulsar su monetización y el engagement de los usuarios. Taboola tiene acuerdos de larga duración con algunos de los mejores soportes digitales del mundo, como CNBC, NBC News, Le Figaro, The Independent o El Mundo. Más de 14.000 anunciantes utilizan Taboola para llegar a más de 500 millones de usuarios activos diarios en un entorno seguro para las marcas. Tras adquirir Connexity en 2021, Taboola es líder en generar recomendaciones de e-commerce, con más de 1 millón de transacciones mensuales cada mes. Marcas líderes como Walmart, Macy's, Wayfair, Skechers y eBay se encuentran entre sus principales clientes. Obtén más información en www.taboola.com/es y sigue @Taboola en Español en LinkedIn. Descargo de responsabilidad - Declaraciones a futuro https://www.taboola.com/policies/forward-looking-statements-es --- ### Taboola Earns Great Place To Work Certification™ URL: https://www.taboola.com/press-releases/great-place-to-work-certified/ Last Modified: 2023-07-25 09:00:03 Taboola Earns Great Place To Work Certification™ New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it is officially Certified™ by Great Place To Work®, the global authority on workplace culture. The award is based on what current employees say about their experience working at Taboola. This year, 92% of employees said it’s a great place to work compared to 57% for the average U.S. company. Based on the results: - - Ninety-eight percent of employees indicated that they were made to feel welcome upon joining Taboola - - Ninety-five percent of Taboola’s facilities contribute to a good working environment  - - Ninety-five percent celebrate special company events - - Ninety-five percent care about each other at the company - - Ninety-four percent indicate they are given the resources and equipment to do their jobs When: The news was announced today, July 25, 2023. Where: The landing page with the news and results can be found here. Great Place To Work® is based entirely on what employees report about their workplace experience – specifically, how consistently they experience a high-trust workplace. Great Place to Work Certification is recognized worldwide by employees and employers alike and is the global benchmark for identifying and recognizing outstanding employee experience. Every year, more than 10,000 companies across 60 countries apply to get Great Place To Work-Certified.    --- ### Taboola Generative AI Capabilities Now Available to Every Taboola Advertiser for English Campaigns; AI-Generated Campaigns Improve Advertising Efficiency and Drive Success URL: https://www.taboola.com/press-releases/taboola-generative-ai-advertisers/ Last Modified: 2023-07-12 09:02:43 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced the availability of its Generative AI for all Taboola advertisers running campaigns in English.  This milestone follows a successful beta test of Taboola’s Generative AI capabilities, where global brands have used the technology to generate content and copy for ad creative, such as titles, images and headlines. With it, brands have reduced their time spent on generating ad creative and produced high performing creative assets for their campaigns.  More than 80% of brands using the technology ran multiple campaigns driven by Taboola’s Generative AI and select brands have more than doubled the click through rate for their campaigns when measured against evergreen campaigns–driving more customers, improving efficiency and refining their long-term advertising strategy based on Taboola’s AI-driven suggestions. Taboola’s Generative AI technology has allowed advertisers to increase efficiency and effectiveness for their campaigns, directly within Taboola Ads, based on Taboola’s understanding of consumer intent. With it, advertisers can: - Produce creative copy, creating variations of campaigns titles and headlines that appeal to multiple audiences. - Generate original images, allowing for experimentation and building multiple creatives - to keep campaigns fresh and also maximize seasonal opportunities.  - Leverage best practices, with AI built on tens of thousands of successful campaigns that have delivered ROI for advertisers on Taboola. As part of today’s news, Taboola is opening up its Generative AI capabilities available to any advertiser running campaigns in English, with other markets and languages to follow. “Taboola’s Generative AI technology has made reaching customers effortless yet effective, saving us time and allowing us to open up resources that can be reinvested elsewhere,” said Michael Cadenas, Growth Marketing Manager, Babbel. “We trust in their AI capabilities because we’ve been long-standing partners and we’ve already seen they have the right reach and understanding of customers to make us successful. The copy that their AI provides performs extremely well for us because it can cater itself to the many audiences we want to reach globally.” “Taboola’s Generative AI technology has been a game changer,” said Andrew Duffin, Senior Digital Marketing Manager, Lucid. “Our team has transformed our advertising with the suggestions that Taboola’s AI has provided, and the best part is that we’re seeing clear results. With their solutions, we’re seeing our campaigns outperform what we’ve done traditionally, plus we’re learning a lot about how to refine all of our campaigns moving forward.” “The industry and our partners are making it clear–Generative AI is an important next step for every advertiser,” said Adam Singolda, CEO at Taboola.  “We’re continuing to see innovators adopt Taboola’s investments into AI because we’re in a unique position to integrate Generative AI–we have the scale of knowledge on which we can train things. Our massive scale makes it clear that for advertisers, we understand every element of campaigns that makes them successful. Advertisers can easily take advantage of those learnings to run successful campaigns and get more customers.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Crain’s New York Business Names Adam Singolda a Notable Leader in Advertising, Marketing and PR URL: https://www.taboola.com/press-releases/crains-award-win/ Last Modified: 2023-07-11 09:00:50 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced Adam Singola, CEO and Founder of Taboola, was selected by Crain’s New York Business as a Notable leader in Advertising, Marketing and PR.  The list honors those in advertising, marketing or PR who have used their skills to advance clients' goals. Singolda was named to the list for his leadership overseeing 1,800 employees across offices in 22 countries, as well as his work spearheading Taboola’s partnerships with more than 9,000 publishers and more than 15,000 advertisers. In addition, Crain’s New York highlighted his role in bringing Taboola’s generative AI integration to life. Singolda was also honored for his work as co-founder and a board member of K Health, an artificial intelligence-powered primary care company working to provide affordable health care. When: The list of winners was released on July 10, 2023. Where: The list can be found in the July 10 print edition of Crain’s New York Business, as well as on crainsnewyork.com here. To qualify for Crain’s New York Business’ Notable Leaders in Advertising, Marketing and PR list, candidates needed to be serving in senior leadership roles, have had at least five years of experience and be employed in the New York metro area. Crain’s sought individuals who have made an impact through their roles and who have been involved in civic, philanthropic, mentoring or related initiatives. --- ### Taboola and Kaspersky Win Performance Marketing World Global Award 2023 For Cybersecurity Campaign Which Beat CPA Goal By 86% URL: https://www.taboola.com/press-releases/taboola-and-kaspersky/ Last Modified: 2023-06-13 11:03:09 Campaign Used Taboola Targeting Tools To Drive Over 2500 Conversations In One Month Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, won this year’s Programmatic and Native Advertising category in the  Performance Marketing World Global Awards for an innovative campaign in partnership with  Kaspersky in Brazil. The campaign saw Kaspersky Global beat its cost per acquisition (CPA) target by 86%. The annual Performance Marketing World Global Awards celebrate pioneers, campaigns and strategies in digital marketing, and are judged by a panel of international industry experts and business leaders from around the world. The Brazilian Kaspersky campaign drove 2,522 conversions in just one month, performing better than any other display channel. The campaign involved native image and video adverts targeted towards three distinct audiences: “IT Geeks”, “Gamers” and “Families”. Kaspersky used Taboola’s targeting tools, Taboola Attentive Audiences and the Taboola Pixel, to target these audiences, and reach people who’d spent time on Kaspersky’s website but hadn’t yet made a purchase. SmartBid, Taboola’s automated bidding tool, helped Kaspersky identify users who were most likely to convert, and optimise bids to reach them. Kaspersky’s CPA goal was $45, but Taboola’s innovative technology helped to reduce the campaign’s CPA to just $6.70. In the wake of the successful campaign, Kaspersky and Taboola will continue to work together on campaigns in a variety of markets, optimising these to generate conversions at low cost and at scale using Taboola’s market-leading technology. Adam Singolda, CEO of Taboola, said, ‘Brands are looking for clear ROI for their campaigns and with Taboola’s unique targeting tools and dedicated account management team,  Kaspersky is a great example of how we partner with brands to drive conversions at scale and drive down cost per acquisition. When it comes to reaching the right people, our long experience in the open web means we can match campaigns to the people interested in the product.’ Fruzsina Csabai, Senior Digital Media Manager at Kaspersky said, ‘Winning in the programmatic and native category is a testament to our ability to blend technology and creativity seamlessly, resulting in a highly impactful and engaging campaign in Brazil. I feel it signifies that our strategy and execution have surpassed industry standards, and solidifies the place of native advertising in next year’s strategy. It is also a validation of hard work, excellent communication between different teams, and unwavering commitment to test new tactics continuously.’ Kaspersky is a global leader in cybersecurity, protecting more than 400 million users and 240,000 companies across 200 countries and territories.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Announces New, Exclusive Deal with TelevisaUnivision to Power Recommendations Across Top Spanish Digital Properties Univision and TUDN URL: https://www.taboola.com/press-releases/televisa-univision/ Last Modified: 2023-05-22 09:00:29 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new deal with TelevisaUnivision, the leading Spanish-language media and content company to power recommendations across the digital properties of its top-rated broadcast network, Univision, and its leading sports network, TUDN. Under the agreement, digital properties for Univision and TUDN will incorporate Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, including video, sponsored and organic options, for a more engaging experience. Univision and TUDN's digital properties will also adopt additional Taboola offerings including Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from more than 500 million daily active users. Newsroom will help TelevisaUnivision further understand their audiences, learn about their most engaged articles and conduct A/B testing for headlines. “TelevisaUnivision has massive viewership across several platforms including television, digital, streaming and audio, proving that they’re the ultimate destination for Spanish-speaking consumers. We’re pleased to be chosen as their new recommendations partner,” said Adam Singolda, CEO and founder at Taboola. “They’re taking a holistic approach to growth, implementing tools that can help give their audience more of what they care about, future proofing for success. We’re excited to power their digital properties through our offerings including Feed and Newsroom.” “We’re thrilled to partner with Taboola and leverage their insights to help enhance our Newsroom offering to continuously better serve our global audience” said Juan Convers, SVP Digital Content & Editorial Operations at TelevisaUnivision. “Taboola has a great understanding of what global readers care about most and as the Hispanic segment continues to rapidly grow and evolve, we’re confident this partnership will help us to continue to deliver the content and topics that have earned us their trust as their go-to source for Spanish-language news.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2022 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About TelevisaUnivision TelevisaUnivision is the world’s leading Spanish-language media company. Powered by the largest library of owned Spanish-language content and a prolific production capability, TelevisaUnivision is the top producer of original content in Spanish across news, sports and entertainment verticals. This original content powers all of TelevisaUnivision’s platforms, which include market-leading broadcast networks Univision, Las Estrellas, Canal 5 and UniMas, and a portfolio of 38 cable networks, which include TUDN, Galavision, Distrito Comedia and TL Novelas. The company also operates the leading Mexican movie studio, Videocine, and owns and operates the largest Spanish-language audio platform in the U.S. across 39 terrestrial stations and the Uforia digital platform. TelevisaUnivision is also the owner of ViX, the largest Spanish-language streaming platform in the world. For more information, please visit televisaunivision.com.   --- ### Taboola Drives AI-Powered Personalization For Top Publishers, Driving Over 15% Increase in Visits Per Month, Nearly 10% Increase in Pageviews Per Visit with Homepage for You; More Than 3,500 Journalists Leverage Taboola Newsroom URL: https://www.taboola.com/press-releases/homepageforyou-milestone/ Last Modified: 2023-05-17 09:00:19 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new milestone for Homepage For You, its publisher platform offering that adds Artificial Intelligence (AI) to power editorial recommendations on publisher homepages. Homepage For You is part of Taboola Newsroom, a real-time analytics platform that provides unique insights, sourced from Taboola’s dataset of nearly 600 million daily active users, which inform how to create more engaging content and discover new coverage areas that drive loyal readership.  According to Reuters Institute, media companies are integrating AI to deliver improved personalization, with nearly 40% indicating that they are testing out different technologies to do so. Personalization has become the standard in content, and readers have grown accustomed to fresh and relevant content every single visit. Personalization is valuable for publishers, as it can help them win coveted user attention and use it to build loyalty and grow their businesses.  Through Newsroom and Homepage For You, Taboola is bringing its AI capabilities to help over 3,500 premium editors and journalists personalize their sites, improve overall engagement and build lasting loyalty through homepages, section fronts and app homescreens. This enables publishers to maximize the value of this critical real estate — where they reach their super users and those with the highest potential of becoming super users — all while maintaining strict control with highly customizable tools, matching their design with a flexible and dynamic integration, saving editorial time and generating incremental revenue from increased site engagement, new subscriptions and premium ad placements. Leading global publishers including McClatchy, ynet, NDTV, The Independent and others are among Taboola partners leveraging Homepage For You. These sites have seen over 15% of an increase in visits per month, nearly 10% of an increase in pageviews per visit and personalized content resulting in between 30-50% of an increase in click-through rate (CTR) vs. curated content in the same position. Homepage For You is part of Taboola’s comprehensive publisher offerings, which have generated more than $2.5 billion for publishers from 2020 through 2023. Supporting quotes “Newsroom’s simple, graphical interface has been one of the main reasons why the platform was adopted so quickly by the editorial team at Le Télégramme. It’s very easy to monitor audience growth in real-time and check both traffic sources and engagement metrics,” said Gilles Danet, Head of Digital and Innovation at Le Télégramme. “While the editor’s decision is final, Newsroom data is a key feature of editorial meetings, informing journalists on article performance to ensure an opportunity is never missed.” “Taboola's Homepage for You allowed us to strike the right balance between journalistic curation and content personalization. Our experience with the product has shown impressive results, which led us to use it on additional platforms and within more content sections,” said Dror Amir, CPO at ynet. “There’s no ‘one size fits all’ approach to audience engagement, and Taboola’s ability to power key areas of our homepage and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success,” said Christian Broughton, Managing Director, The Independent. "Taboola Newsroom is a very useful tool in finding trends and topics that are working in totally different markets. With its Topic Insights, you can create content clusters thanks to its entity graphs that allow you to identify news that is going viral and compare it with internal coverage to increase efforts or target another topic. Very useful and highly recommended," said Javier López Prieto, Head of SEO Diario AS (Prisa Group) “We’re seeing personalization deliver clear value to publishers across the world,” said Adam Singolda, CEO at Taboola. “For publishers, the most loyal readers are those who visit a homepage directly–they do it often and trust editors to showcase content that is relevant to their interests. Homepage for You combines the best of Taboola’s advanced AI with readership insights sourced from nearly 600 million daily active users to give readers a truly personalized experience–one that makes them keep coming back.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach nearly 600 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Signs New Deal with Endgame360; Implements Feed and Explore More Across Diverse Network of Sites Including Showbiz Cheat Sheet, MotorBiscuit and Sportscasting URL: https://www.taboola.com/press-releases/endgame360/ Last Modified: 2023-04-11 13:00:36 Organic Taboola Content Generated Over 5 Million Organic Clicks for Endgame360; Partnership Represents Taboola’s Continued Expansion Into Entertainment, Auto and Sports Verticals New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new partnership and a successful engagement with Endgame360, a digital media company averaging about 50 million pageviews per month that is dedicated to providing readers with high-quality content. Through this deal, Taboola is now embedded into all of Endgame360’s digital properties including Showbiz Cheat Sheet, MotorBiscuit and Sportscasting. Under the agreement, Endgame360 has incorporated Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, including video, sponsored and organic options, for a more engaging experience. Endgame360 has also implemented Taboola's Explore More across its network, an offering designed to increase session depth and engage users visiting publisher sites directly from social media and apps. In addition, Endgame360 utilizes Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from more than 500 million daily active users. Newsroom helps Endgame360 further understand their audiences, learn about their most engaged articles and conduct A/B testing for headlines. Lastly, Endgame360 partners collaboratively with Taboola to find the best placements in our suite of products, which allows for new revenue opportunities and ways to both engage readers and improve the user experience. In just 6 months since the start of Endgame360 and Taboola’s partnership in October 2022, Taboola has generated over 5 million organic clicks through its organic content recirculation served through the Taboola units. As a result, bounce rates have decreased, and the opportunity to monetize users has increased. "At Endgame360, maintaining a great reader experience with our MotorBiscuit, Showbiz Cheat Sheet, and Sportscasting brands is extremely important to us. When choosing a technology partner, this is as important as meeting our revenue goals. We are grateful for Taboola's commitment to supporting our needs and are excited to continue our partnership with them. Also, Taboola Newsroom has been an incredibly helpful addition to our editorial workflow, providing tailored recommendations that boost reader engagement and overall performance," said Jolene Lallouz, CFO/COO at Endgame360.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Drives Over 50% Return on Ad Spend for Bombas with First-Ever Holiday Slippers Campaigns URL: https://www.taboola.com/press-releases/bombas-slippers/ Last Modified: 2023-04-04 09:00:09 Nearly 40% of Bombas’ Holiday Conversions Came From Slippers Category; Campaigns Showed an Above Average Click-Through Rate New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced the results of successful advertising campaigns with comfort-focused apparel brand Bombas, dramatically increasing Return on Ad Spend (ROAS) by more than 50%. Bombas, a trusted Taboola partner since 2016, is a comfort-focused apparel brand that donates a specially-designed item to someone in need for every item sold. After revamping its slippers category in 2021, which now consists of an expanded range of styles, sizes and colors for the whole family, Bombas set a goal to drive holiday slipper sales and reach new customers in 2022. To achieve these results, Bombas turned to Taboola to help execute its first slippers-focused marketing campaigns. In addition to achieving a 50% increase in ROAS, nearly 40% of Bombas’ holiday conversions came from the slippers category, with these campaigns showing an above average click-through rate (CTR). The huge success of the campaign is part of a long-term partnership between Bombas and Taboola. The teams also previously collaborated on a 2020 Pride Campaign, where Taboola helped amplify Bombas’ Pride Collection by reaching more than one million people and driving tens of thousands of people to Bombas’ landing page. “Throughout our long-standing partnership with Taboola, we have seen incredible campaign results, and it’s great to see the recent success of our slippers — a category we’ve been especially focused on,” said Carolyn Dixon at Bombas. “It’s important for us to invest in strategies and partner with companies that drive tangible results. We enjoy working with the Taboola team and appreciate their quick turnaround when recommending and implementing strategies.” “Bombas has a great cause and has been an important partner of ours. We’re proud to be giving them the reach they need to make sure their message resonates,” said Adam Singolda, Founder and CEO at Taboola. “This campaign shows that we’re driving clear results for Bombas and I’m excited to continue our partnership.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About Bombas Bombas is a comfort focused apparel brand with a mission to help those in need. The company launched in 2013, after the founders learned that socks are the #1 most requested clothing item at homeless shelters. From there, they set out to solve that problem, donating a pair of socks for every pair they sell. How do you donate a lot of socks? You sell a lot. And how do you sell a lot? You make the most comfortable socks in the history of feet. Bombas continued to innovate and uses its expertise in comfort to launch into apparel with underwear and t-shirts and now donates specially designed versions of the top 3 (#1 socks, #2 underwear, #3 t-shirts) most requested clothing items in homeless shelters. To date, Bombas has donated more than 75 million items to those at-risk, in need and experiencing homelessness. You can learn more at beebetter.bombas.com.                                             --- ### Taboola ist wieder präferierter Partner von kicker und sichert sich exklusiven Dreijahresvertrag URL: https://www.taboola.com/press-releases/kicker/ Last Modified: 2023-03-28 11:00:27 Der Olympia-Verlag kehrt nach einem Jahr zu Taboola für eine erneute Zusammenarbeit zurück Berlin, 28. März 2023 - Taboola (Nasdaq: TBLA), ein weltweit führender Anbieter von Empfehlungen für das Open Web, schließt einen exklusiven Dreijahresvertrag mit dem Olympia-Verlag ab, der mit kicker.de eines der reichweitenstärksten Fußballportale der DACH-Region betreibt.  kicker.de erreicht in der Spitze monatlich 9,93 Millionen Unique User  und zählt damit zu den reichweitenstärksten Online-Angeboten in Deutschland, auch außerhalb der Sportszene. Der Olympia-Verlag, und damit auch kicker.de, war bereits von Januar 2020 bis Anfang 2022 Taboola-Kunde, bis das Unternehmen Anfang vergangenen Jahres den Native-Advertising-Anbieter wechselte. Ende 2022 entschied man sich, wieder zu Taboola zurückzukehren.  Die nun beschlossene, neuerliche Zusammenarbeit umfasst die Integration des Taboola Feeds, der zukünftig wieder unter Artikeln auf den Seiten kicker.de, kicker.at und alpin.de sowie in der kicker-App mit über 200 Mio. Visits auf Android und iPhone2  zu finden ist. Der Taboola Feed ist eine nahtlos integrierte Empfehlungslösung im Scroll-Format, die den Leser:innen personalisierte native Inhalte bietet und so für mehr Aufmerksamkeit sorgt. Für kicker kommen neben Text-Empfehlungen und Anzeigen auch Videoformate im Feed zum Einsatz. Der Feed fügt sich somit auch formattechnisch optimal in das dynamische Umfeld von Webseite und App ein und stärkt somit das User Engagement. Zudem setzt kicker auf Taboolas Audience Exchange-Infrastruktur, mit der Publisher den Traffic-Fluss über ihr Netzwerk von Schwester- und Partnerseiten verwalten und optimieren können.  Für Werner Wittmann, Leiter Digitale Medien beim Olympia-Verlag gibt die Zusammenarbeit mit Taboola Anlass zur Freude: „Taboola wird für uns erneut zu einem wichtigen strategischen Partner, der uns hilft, die Websites und Apps unserer Unternehmensgruppe so relevant und wertvoll wie möglich für unsere sportaffine Leserschaft zu gestalten. Dazu brauchen wir einen Partner, der unsere Bedürfnisse bestmöglich betreut, um die digitalen Angebote des Verlags nachhaltig zu monetarisieren und das Engagement mit unseren Leser:innen zu steigern. Zudem ziehen wir in Erwägung, den Taboola Newsroom einzusetzen. Damit erhalten wir weitere aufschlussreiche Dateneinblicke und können die von Taboola bereitgestellten Alerts und A/B-Tests nutzen.“  Taboola Newsroom ist eine KI-gestützte Lösung, die Leserschaftssignale von mehr als 500 Millionen täglich aktiven Nutzer:innen bündelt, um datenbasierte redaktionelle Entscheidungen zu treffen. Publisher können dank Newsroom ableiten, welche Themen gerade Auftrieb haben und ihre eigenen Inhalte entsprechend am Interesse der Leser:innen ausgestalten. „Kaum ein Name im deutschsprachigen Raum steht mehr für Sportkompetenz als kicker“, findet Adam Singolda, CEO und Gründer von Taboola. „kicker verfolgt mit Taboola eine wirklich ganzheitliche Wachstumsstrategie, und wir freuen uns über das langfristige Vertrauen, das in uns als Technologiepartner gesetzt wird, um Inhalte zu monetarisieren, Leser:innen ein noch besseres Online-Erlebnis zu bieten und auch die Redaktionsabläufe datengetrieben zu unterstützen. Am Ende arbeiten Menschen mit Menschen zusammen und wir wachsen nur, wenn unsere Verlagspartner wachsen.“ Über kicker  kicker vereint Tradition, Erfolg und Innovation – seit 1920 kommentiert kicker das Geschehen auf dem internationalen Spielfeld, berichtet von Sportlern, Vereinen und Verbänden und begleitet 2.500 Sportereignisse im Monat mit seinem Live-Ticker. kicker.tv setzt zudem auf ein umfangreiches Spektrum an Bewegtbildinhalten, im Voice-Sektor ist die Marke mit verschiedenen Podcasts, wie “kicker MEETS DAZN” und „FE:male view on football“ vertreten. Gemeinsam mit den Printausgaben erreicht das breite Digitalangebot monatlich über 12 Millionen Fußballbegeisterte und ist damit Deutschlands reichweitenstärkste Sportmedienmarke.  Zusammen mit dem Olympia-Verlag fördert kicker innovative Digital-Konzepte der Sport- und Medienbranche und beteiligt sich u.a. an Tickaroo, EarlyGame und Thinking Apps.  ### Über Taboola Taboola liefert Empfehlungen für das Open Web und hilft Menschen, Dinge zu entdecken, die ihnen gefallen könnten. Die Plattform von Taboola basiert auf künstlicher Intelligenz und wird auf Webseiten, digitalen Endgeräten und in mobilen Apps genutzt, um Inhalte zu monetarisieren und Nutzerengagement zu steigern.  Taboola unterhält langfristige Partnerschaften mit einigen der weltweit führenden Digital Properties, wie BBC, CNBC, Business Insider und The Independent. In DACH u.a. mit Ströer Content Group, Bauer Media Group, Frankfurter Allgemeine Zeitung, Süddeutsche Zeitung, Sport 1 und krone.at. Über 15.000 Werbetreibende nutzen Taboola, um täglich über 500 Millionen aktive Nutzer:innen in einer markensicheren Umgebung zu erreichen. Mit der Akquisition von Connexity in 2021 ist Taboola ein führender Anbieter von E-Commerce Empfehlungen mit mehr als 1 Million Transaktionen pro Monat. Führende Marken wie Walmart, Macy's, Wayfair, Otto und eBay gehören zu den wichtigsten Kunden.  Erfahre mehr auf www.taboola.com/de und folge @TaboolaDACH auf LinkedIn ### Haftungsausschluss – Zukunftsgerichtete Aussagen In dieser Mitteilung kann Taboola (das „Unternehmen“) bestimmte Aussagen tätigen, die keine historischen Fakten sind und sich auf Analysen oder andere Informationen beziehen, die auf Prognosen oder zukünftigen Ergebnissen basieren. Beispiele für solche zukunftsgerichteten Aussagen sind unter anderem Aussagen über Zukunftsaussichten, Produktentwicklung und Geschäftsstrategien. Wörter wie „erwarten“, „schätzen“, „entwerfen“, „budgetieren“, „prognostizieren“, „vorhersehen“, „beabsichtigen“, „planen“, „können“, „werden“, „könnten“, „sollten“, „glauben“, „vorhersagen“, „potenziell“, „fortsetzen“ und ähnliche Ausdrücke sollen solche zukunftsgerichteten Aussagen kennzeichnen. Sie sind jedoch  nicht das einzige Mittel zur Kennzeichnung solcher Aussagen. Zukunftsgerichtete Aussagen sind naturgemäß mit allgemeinen und spezifischen Risiken und Ungewissheiten behaftet, und es besteht das Risiko, dass die Vorhersagen, Prognosen, Projektionen und sonstigen zukunftsgerichteten Aussagen nicht eintreten. Die Lesenden sollten sich darüber im Klaren sein, dass eine Reihe von Faktoren dazu führen können, dass die tatsächlichen Ergebnisse erheblich von den Plänen, Zielen, Erwartungen, Schätzungen und Absichten abweichen, die in solchen zukunftsgerichteten Aussagen zum Ausdruck gebracht werden, einschließlich der Risiken, die unter „Risikofaktoren“ in unserer Registrierungserklärung auf den Formblättern F-1 und F-4 und unseren anderen bei der SEC eingereichten Unterlagen aufgeführt sind. Das Unternehmen warnt die Lesenden davor, sich in unangemessener Weise auf zukunftsgerichtete Aussagen zu verlassen, da diese nur zum Zeitpunkt ihrer Abgabe Gültigkeit haben/sich nur auf das Datum beziehen, an dem sie getätigt wurden. Das Unternehmen übernimmt oder akzeptiert keine Verpflichtung oder Zusage, Aktualisierungen oder Korrekturen von zukunftsgerichteten Aussagen zu veröffentlichen, um geänderten Erwartungen oder geänderten Ereignissen, Bedingungen oder Umständen, auf denen diese Aussagen beruhen, Rechnung zu tragen.   --- ### Taboola Named One of Campaign’s Top 100 Best Places to Work for 2023 URL: https://www.taboola.com/press-releases/taboola-named-one-of-campaigns-top-100-best-places-to-work-for-2023/ Last Modified: 2023-03-23 12:56:37 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced it has been named among the Best Places to Work within Campaign’s top 100 list across the advertising and marketing industry. Earning a place on this year’s prestigious list recognises that Taboola is one of the best media companies to work for in the country. Campaign's Best Places to Work is a research-driven programme from Best Companies Group that examines a company’s practices, programmes and benefits and surveys its employees for their perspective.  The winners of The Campaign Best Places to Work list for 2023 are determined through a two-part survey process. The first part involves the Workforce Research Group (WRG) collecting information about each employer's benefits, policies, practices, and other general information. The second part is a confidential employee survey, which is used to analyse workplace experience and culture. The top 100 scoring companies are considered Best Places to Work. The award celebrates healthy and enjoyable work environments and is open to all publicly or privately held organisations in the ad agency, AdTech, media, and marketing industries with at least 15 UK employees. “Our people are the heart of what makes Taboola unique – we’re a passionate, inclusive team that supports each other and succeeds as one”, said Adam Singolda, CEO and founder, Taboola. “You can copy a lot of things but you can’t copy the incredible culture we’ve built at Taboola. This accolade speaks to our focus on making Taboola a place where our team, all across the world,  is empowered and collaborative.”   This accolade builds on Taboola being honored by Great Place to Work® and Fortune as one of the 2022 Best Workplaces in Advertising & Marketing™. In addition, 2022 saw Taboola being named one of the top places to work in Los Angeles by Built In LA, as well as becoming officially certified by Great Place to Work as an employer of choice in the U.S. Campaign’s Best Places to Work 2023 list in alphabetical order can be found here and the rankings will be revealed on 27th April 2023. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola joins The Publishing Show, taking the stage with Reach plc, The Independent and Time Out URL: https://www.taboola.com/press-releases/taboola-joins-the-publishing-show-taking-the-stage-with-reach-plc-the-independent-and-time-ou/ Last Modified: 2023-02-21 14:05:13 The global leader in content recommendation will join the UK's largest gathering of senior publishing decision-makers  Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it will be exhibiting at The Publishing Show, taking place at ExCeL London between March 1-2. The show attracts all key departments from publishing and media companies, who are helping to shape the future of the industry.  Taboola will be situated on booth E26PS, where its team will be on hand to meet with publishers and attendees, live demoing its Newsroom offering, a tool that provides editorial teams with actionable data insights which enable them to make decisions to increase readership and engage users.  Taboola will host two speaking sessions over the two days, with guests from Reach plc, The Independent, TimeOut and Platia Digital:  Maximising Lifetime Value in Publishing  The session will explore how publishers can use emerging technologies to build their audience, drive engagement and generate revenue, taking a 360 degree approach to success in their business.  Speakers:  - Jon Westnedge, VP EMEA & Global Head of SMB Sales, Taboola - Piers North, Chief Revenue Officer, Reach plc When: 12:30 - 13:00, 1st March  Where: Revenue Streams Theatre Is AI Personalisation the Key to Driving Audience Engagement?  Taboola’s Nigel Vincent, Senior Newsroom Engagement Manager EMEA will be moderating a panel exploring how publishers are driving audience engagement and lifetime value. It will also discuss the role emerging technologies can play in helping publishers create tailored experiences for their readers.  Speakers:  - Philippa Jenkins, Strategy Projects Editor, The Independent - Evan Kypreos, Founder & Director, Platia Digital - Alex Plim, Global Director of Digital Content When: 14:45 - 15:30, 2nd March Where: Storytelling & Design Theatre The Publishing Show will host a conference and exhibition with key thought leaders in publishing and media, uniting all professionals responsible for the development of publishing businesses, portfolios or products, injecting new ideas into their business model. Over the two days there will be opportunities to attend workshops, fireside chats and seminars with thought leaders. --- ### TIME Exclusively Partners With Taboola, Leveraging Newest Offering “Taboola Turnkey Commerce,” to Power New Platform for Trusted Content About Products and Services URL: https://www.taboola.com/press-releases/time-exclusively-partners-with-taboola-leveraging-newest-offering-taboola-turnkey-commerce-to-power-new-platform-for-trusted-content-about-products-and-services/ Last Modified: 2023-02-14 15:28:10 A year after acquiring Connexity, Taboola further expands its eCommerce business enabling publishers to create trusted content, attracting consumers with shopping intent and helping them make great decisions New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced Taboola Turnkey Commerce, a new turnkey offering that gives premium publishers the ability to create trustworthy content that attracts shoppers and helps them make great purchase decisions. This offering connects readers who trust publishers’ editorial content with thoroughly tested and reviewed products and services. This offering creates a lucrative revenue source for publishers that capitalizes on readers with high purchase intent, while allowing retailers, financial services providers, and advertisers to reach buyers at massive scale, in trusted premium editorial environments. Taboola Turnkey Commerce launches with a new partnership between Taboola and TIME, the essential destination for storytelling on the issues that matter. Reaching a combined audience of 100 million globally across all platforms, TIME has chosen Taboola Turnkey Commerce to exclusively manage its new platform for product and services review-driven content. Aimed at helping audiences make the best choices for decisions they care about, the platform, which will be created by Taboola and hosted on TIME.com, adds to TIME’s longstanding usage of several Taboola offerings, including Taboola Feed. “Audiences come to TIME for content they can trust about the decisions that matter most to them,” said Jessica Sibley, CEO of TIME. “Taboola’s comprehensive data on reader intent and their understanding of the type of content that actually gets readers interested and invested made them the best choice for this new partnership.” According to eMarketer, more than 60% of publishers are turning to e-commerce as a top revenue source, while similar independent research shows 87% of publishers noting commerce content is a contributor to their revenue. With Taboola Turnkey Commerce, publishers can easily leverage an expert verticalized editorial team to produce dedicated original content, such as product and service review roundups, tutorials, and how-to guides, for their websites. These content pieces benefit from Taboola’s unique data on reader intent, based on anonymous contextual signals from more than 590 million daily active users, as well as relationships with retailers as part of the acquisition of Connexity. By tapping into this massive dataset and producing content that can lead to purchases, Taboola Turnkey Commerce adds a reliable revenue source for publishers to easily activate. Advertisers benefit from Taboola Turnkey Commerce by having their products and services placed organically, where the editor has independently determined that it is helpful for users, within trusted editorial content and where readers have high intent to purchase. These placements leverage Taboola’s deep understanding of the correlation between what readers discover in the open web, and ultimately buy, based on readership trends at a massive scale. Taboola Turnkey Commerce also deepens Taboola’s commitment to performance marketing, offering commission-based pricing models that strengthen its partnership with advertisers. Taboola Turnkey Commerce comes on the back of Taboola’s commitment to the eCommerce space, with the acquisition of Connexity a year ago, expanding its reach and impact in what industry forecasts show as a $35 billion ecommerce market. In 2021, Taboola acquired Connexity, one of the largest e-commerce media platforms on the open web, which works with more than 6,000 publishers and 1,600 direct merchants. The data, know-how and direct merchant relationships developed by Connexity over a decade are now being leveraged for the offering. “Users need a trusted source to give them advice on things they care about as they make important decisions in their life, and this is a huge opportunity for publishers and the open web,” said Adam Singolda, CEO at Taboola. “Taboola Turnkey Commerce gives publishers a big way to tap into ecommerce, by leveraging their trusted editorial voice and creating product recommendation-driven content that keeps readers coming back. TIME, a must-read destination for millions of people globally that has always shown its commitment to innovation that benefits readers and advertisers, is the ideal launch partner for this new offering. Publishers get a turnkey offering that opens up new revenue opportunities by tapping our editorial team and rich history of understanding the types of content that work well for all audiences. Advertisers get more opportunities to get in front of buyers that have already shown high intent in their products, in trusted environments.” “In a future where consumers are home, making decisions about products and services, they need an alternative to Amazon, so they can know what to buy and who to buy it from. People will be buying from the open web in the future and I believe a third of publishers’ revenue on the open web will be from eCommerce," continued Singolda.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About TIME TIME is the 100-year-old global media brand that reaches a combined audience of more than 100 million around the world through its iconic magazine and digital platforms. With unparalleled access to the world’s most influential people, the immeasurable trust of consumers and partners globally, and an unrivaled power to convene, TIME’s mission is to tell the essential stories of the people and ideas that shape and improve the world. Today, TIME also includes the Emmy Award®-winning film and television division TIME Studios, a significantly expanded live events business built on the powerful TIME100 and Person of the Year franchises, an industry-leading web3 division, an award-winning branded content studio, the website-building platform TIME Sites, the sustainability and climate-action platform TIME CO2, and more. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Beta Tests Integration of Generative AI, Including ChatGPT, to Revolutionize Ad Creation for Advertisers URL: https://www.taboola.com/press-releases/generativeai/ Last Modified: 2025-10-05 11:19:35 New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it is experimenting with integrating generative AI, including ChatGPT by OpenAI, into its ad platform. One application of the new technology enables advertisers to use AI to generate optimized ads, titles and content, to take their advertising campaigns to the next level. With this application, advertisers will be able to quickly generate multiple ad variations using natural language processing and machine learning, allowing them to choose creative content based on their queries with the ultimate goal of increasing the efficiency and effectiveness of their campaigns. The AI-generated ads will also be optimized for high performance using data from tens of billions of engagements, which Taboola’s ads generate every year, ensuring maximum impact and reach for advertisers. The Company is also exploring other ways to apply AI to make its business more effective and efficient. "We are thrilled to be experimenting with ways we can integrate cutting-edge generative AI technology into our platform, including the highly advanced ChatGPT," said Adam Singolda, Founder & CEO of Taboola. "We believe AI technologies will revolutionize the way advertisers create and optimize their ads to drive performance, providing them with additional tools they need to succeed in the fast-paced world of online advertising." Taboola's new AI-powered ad creation tool is currently in limited Beta testing with the goal of making it initially available to advertisers later this year. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis, expectations, market acceptance or other information which is based on forecasts or future results. Examples of such forward-looking statements include, but are not limited to, statements regarding the impacts and efficacy of generative AI, including ChatGTP, future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola and Grupo Godó sign exclusive long term partnership URL: https://www.taboola.com/press-releases/taboola-and-grupo-godo-sign-exclusive-long-term-partnership/ Last Modified: 2023-01-26 17:56:19 Taboola (NASDAQ:TBLA), the world leader in content recommendations for the open web, which helps people discover things they might like, today announces an agreement with Grupo Godó to exclusively power native advertising of all of its owned properties. Grupo Godó's media portfolio includes national and international prestige media such as La Vanguardia, the Group's flagship, a leading newspaper in Catalonia and Spain, with more than 140 years of history. It also includes the newspaper Mundo Deportivo, and RAC1.cat, the news portal in Catalan that also offers a live and on-demand radio service. Grupo Godó will leverage all of Taboola's products, which allow the recirculation of content, increase engagement or generate more traffic with tools such as the Taboola News news aggregator, which offers new audiences to media from mobile devices. Grupo Godó's collaboration with Taboola begins in January and will allow all Grupo Godó's publications to respond to their digital needs for monetization, user engagement, recirculation of their own editorial content and audience exchange between their different titles. In addition, with Taboola Feed, it will offer a personalized content feed for mobile traffic on all Grupo Godó sites. The implementation of this feed will consist of a content scroll at the end of each editorial article with personalized recommendations for readers, which will include both those sponsored and those of the medium, according to the criteria of each medium. “The alliance with Taboola helps us reinforce our position as the leading Group in the media market in Spain. Since by implementing its native advertising technology and its real-time monitoring tools of the topics that most interest users, we are able to offer the content that our readers demand the most. In addition, we consolidated our media strategy since we were able to cover our digital needs for monetization, engagement and recirculation of our editorial content, as well as exchange audiences between our different titles”, says Ivan Grau, Director of Godó Strategies. For his part, Adam Singolda, CEO and Founder of Taboola, highlights the position of Grupo Godó as a publishing leader in our country. “Grupo Godó has demonstrated its legacy as one of Spain’s longest-running publishing groups and it has become a must-read destination for many millions of readers. As their readership grows, Taboola is now proud to support new ways for their readers to engage with more content across its properties and across more devices, as well give them new ways to monetize that can fuel even further growth." --- ### Taboola and PRISA Media Partner Exclusively to Power Recommendations URL: https://www.taboola.com/press-releases/taboola-and-prisa-media-partner-exclusively-to-power-recommendations/ Last Modified: 2023-01-18 15:53:35 Taboola (NASDAQ:TBLA), the world leader in content recommendations for the open web, today announced an agreement with PRISA Media, the first media company in the Spanish-speaking market, to exclusively manage native advertising for all media of the group. Through this agreement, PRISA Media will be able to manage all of Taboola's native advertising tools, which allow the recirculation of content, increase engagement or generate more traffic through initiatives such as the Taboola News news aggregator, which offers new audiences to supports from mobile devices. PRISA, with 240 million unique browsers worldwide, is a leading group in the creation and distribution of educational, information and entertainment content in the Spanish-speaking market. Present in 23 countries, PRISA reaches millions of people around the world through brands such as El País, LOS40, W Radio, Cinco Días, As, Cadena Ser or HuffPost, among others. PRISA Media's collaboration with Taboola begins in January and will allow all publications to respond to their digital needs for monetization, user engagement, recirculation of their own editorial content and audience exchange between the different titles. “In a continuously evolving digital ecosystem, at PRISA Media we like to surround ourselves with the best partners to address digital challenges. With the incorporation of Taboola as a strategic partner, we will be able to offer better solutions to our readers, listeners and advertisers”, affirms José Gutiérrez, General Director of Solutions, Digital & Technology at PRISA Media. For his part, Adam Singolda, CEO and Founder of Taboola, highlighted PRISA's position as a leader in the media sector, with an immense reach and a diversity of publications that appeal to the interest of all types of readers in Spain. “With this long-term agreement, -he explains- the Group is demonstrating its commitment to innovate to offer readers more relevant news, on more devices and screens, while enabling new forms of monetization. We look forward to being your long-term partner." About Taboola Taboola, (NASDAQ: TBLA), generates recommendations on the open web, helping people discover things they might like. The company's platform, powered by artificial intelligence, is used by digital media, including websites, devices and mobile applications, to drive their monetization and user engagement. Taboola has long-term agreements with some of the best digital media in the world, such as CNBC, NBC News, Le Figaro, The Independent or El Mundo. More than 14,000 advertisers use Taboola to reach more than 500 million daily active users in a brand-safe environment. After acquiring Connexity in 2021, Taboola is a leader in generating e-commerce recommendations, with more than 1 million monthly transactions every month. Leading brands like Walmart, Macy's, Wayfair, Skechers, and eBay are among its top customers. Get more information at www.taboola.com/es and follow @Taboola in Spanish on LinkedIn. About PRISA PRISA is the leading business group in the creation and distribution of educational, information and entertainment content in the Spanish-speaking market. Its presence in 23 countries opens it up to a global market of more than 700 million people, through its global brands: Santillana, El País, LOS40, W Radio or AS, among others. With more than 240 million unique monthly users around the world, PRISA is at the forefront of communication and education companies with a solid content distribution strategy, offering innovative proposals through different formats, channels and platforms. --- ### Yahoo and Taboola Announce Closing of Deal, 30-Year Strategic Partnership Sees Taboola Power Recommendations for Yahoo URL: https://www.taboola.com/press-releases/taboola-and-yahoo-close-deal/ Last Modified: 2023-01-17 13:21:22 Estimated $1 Billion in Annual Revenue; Monica Mijaleski, CFO at Yahoo Joins Taboola Board NEW YORK, January 17, 2023 – Yahoo and Taboola (NASDAQ: TBLA), a global leader in powering recommendations for the open web, today announced they have closed their previously announced 30-year exclusive commercial agreement. This unique deal makes Taboola the exclusive native advertising partner for all of Yahoo’s digital properties, strengthening Taboola’s position as a leading native advertising offering for advertisers, publishers and merchants on the open web. The partnership brings Taboola to Yahoo’s iconic digital properties, which reach nearly 900 million monthly active users worldwide across mail, sports, finance and news. Coupled with Taboola’s reach among 9,000+ publisher partners and 500M active users a day, this deal gives brands massive scale to reach consumers in Yahoo’s trusted editorial environments, while also providing greater contextual data to reach consumers. Under the partnership, Yahoo also enhances its unified advertiser offerings, improves consumer experiences across its owned media properties, and benefits from shared value creation as Taboola’s largest shareholder. As part of the deal, Monica Mijaleski, CFO at Yahoo, has joined Taboola’s Board of Directors. This partnership offers immense benefit for publishers working with Taboola in terms of revenue, engagement and audiences. Through combined demand of Yahoo and Taboola, publishers, including Yahoo’s owned and operated properties will get more premium advertisers bidding on the Taboola network, increasing quality and yields automatically. The collaboration will also develop new contextual segments for advertisers so that as they find it harder to buy on social networks, they can rely on Taboola to make them successful, which will also increase yield. “We’re excited to officially embark on this journey with Yahoo,” said Adam Singolda, Founder and CEO of Taboola. “This is a pivotal moment in our mission to build an even larger open web company outside the walled gardens, using massive scale contextual segments from Taboola’s reach of 500M people a day, and Yahoo reaching almost 900M people a month. As part of our combined journey with Yahoo, I’m excited to invest in big areas of focus for us such as eCommerce and Header Bidding. I am confident that every publisher and every advertiser working with Taboola around the world will feel the positive, meaningful impact of this partnership - more revenue, more engaged users, and more quality audiences. There is a wave of benefits coming our partners' way. I'm very excited to have Monica Mijaleski, Yahoo’s CFO, joining our Board of Directors, and look forward to dreaming and executing together going forward. Today is just the beginning.” “I look forward to joining Taboola’s board as we embark on this game-changing partnership,” said Monica Mijaleski, CFO at Yahoo. “Together, we will leverage our strengths and resources to create new opportunities for the evolving digital advertising ecosystem. I am excited to work closely with Adam and the Taboola team to achieve our goals, and unlock the potential of premium, native advertising on the open web for brands, publishers and consumers.”   Investor Event Taboola and Yahoo will hold an Investor Event on March 1, 2023, to share additional information on the partnership and provide updates on strategy, market opportunities and financial model. A webcast of the event, along with supporting materials, will be accessible live through the Investor Relations section of Taboola’s website at investors.taboola.com. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The Company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers used Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands, including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   About Yahoo Yahoo reaches nearly 900 million people around the world, bringing them closer to mail, finance, sports,  and news—with the trusted products, content and tech that fuel their day. For partners, Yahoo provides a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.   Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements.  Forward-looking statements generally relate to future events, including Taboola.com Ltd.’s (the “Company’s”) expectations for the partnership described in this press release and future financial or operating performance of the Company. In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. Examples of such forward-looking statements include, but are not limited to, projections or estimates regarding the impact of the partnership on the Company’s future financial or operating performance. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this press release include, but are not limited to: the Company’s ability to transition to and fully launch the native advertising service for College Top Holdings, Inc., a Delaware corporation, and Yahoo AdTech JV, LLC, a Delaware limited liability company (the “Yahoo Parties”) on the currently anticipated schedule or at all; market acceptance of the new service and the Company’s ability to attract new or existing Yahoo advertisers to the new service; risks that existing Yahoo advertisers may terminate their contracts as a result of the partnership and not migrate to the Company’s service; the ability to generate $1 billion in annual revenue from the partnership, which depends on, among other things, full ramp up of the partnership, improved yields for Yahoo due to the application of Taboola technology and data, improved yields for Taboola due to increased advertiser demand from Yahoo and additional data, and normal economic conditions; the ability to develop new contextual segments for advertisers to increase advertiser yield; the ability to get more premium advertisers bidding on the Company’s network to increase publisher quality and yield; costs related to the introduction and operation of the new service; the timing and amount of any margin, profitability, cash flow or other financial contributions of the new service; the risk that the new service results in a decline in the Company’s financial performance during the preparation and roll out of the new service and beyond; the 30-year term as an exclusive native publisher partner with the Yahoo Parties, which can be subject to early termination in accordance with the governing agreements and/or applicable law; ability to generate or achieve the increase in revenue to the levels assumed in this press release or at all; ability to transform the Company into an alternative to the walled gardens in the open web; ability to expand beyond traditional advertising to include additional value-added services to create future growth; ability to accelerate the Company and Yahoo Parties growth plans; ability to develop a leading offering for advertisers, publishers and merchants on the open web; ability to maximize reach and campaign performance for advertisers, enhance monetization opportunities for publishers, and drive improved, privacy-forward experiences for users; the intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers; ability to maintain relationships with current advertiser partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce to support the partnership; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the COVID-19 or other possible future pandemics; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that the Company is incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the Company’s Annual Report on Form 20-F for the year ended December 31, 2021 under Item 3.D. “Information About the Company - Risk Factors” and in the Company’s subsequent filings with the Securities and Exchange Commission. Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. The Company undertakes no duty to update these forward-looking statements except as may be required by law. --- ### Taboola Earns Five Placements on Built In’s 2023 Best Places to Work Awards URL: https://www.taboola.com/press-releases/builtinawards/ Last Modified: 2023-01-12 14:50:25 Built In Recognizes Taboola as a Best Place to Work in Atlanta, Chicago, Los Angeles and New York City Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the company was honored with multiple Built In 2023 Best Places To Work Awards.  What:  - -- Best Places to Work is an awards program that gives recognition to companies who offer the best total rewards programs and compensation packages among their peers. These awards recognize the best tech companies for tech professionals. - -- Taboola earned five placements on the awards list: Atlanta Best Large Places to Work, Atlanta Best Places to Work, Chicago Best Large Places to Work, Los Angeles Best Large Places to Work and New York City Best Large Places to Work. - -- The annual awards program includes companies of all sizes, from startups to those in the enterprise, and honors both remote-first employers as well as companies in large tech markets across the U.S. - -- Built In determines the winners of Best Places to Work based on an algorithm, using company data about compensation and benefits. To reflect the benefits candidates are searching for more frequently on Built In, the program also weighs criteria like remote and flexible work opportunities, programs for DEI and other people-first cultural offerings.   Additional, recent award wins for Taboola include being named as one of America’s Greatest Workplaces for Diversity in 2023 by Newsweek. In 2022, Taboola was also named by Built In as a top place to work in Los Angeles, and honored by Great Place to Work® and Fortune as one of the 2022 Best Workplaces in Advertising & Marketing™.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### New Study Indicates Native Advertising Outperforms Other Channels at Boosting Mid-Funnel KPIs URL: https://www.taboola.com/press-releases/brandliftsuccess/ Last Modified: 2023-01-11 15:00:21 Top, Global Brands Find Success on Taboola Through Brand Lift Campaigns New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the results of independent studies conducted in conjunction with Kantar, the world’s leading data, insights and consulting company. Brands that are looking to reach consumers at a massive scale often turn to social media, which has inherent risk in brand safety and pose significant risks. According to recent research, 61% of consumers are less likely to purchase or use a brand again if they see it advertised alongside harmful content. By ensuring ads run on trusted publisher sites, brands can control the environments where ads run. Over a two-year period, Taboola aggregated a series of studies, conducted by Kantar, with about 20 top, global brands across 11 verticals, including personal finance, technology, travel, fashion and entertainment. These brands operate across the U.S., Europe and Latin America. Results show the effects of native ads on various marketing objectives, such as building brand awareness, consideration, brand favorability and message association. Brands who worked with Taboola met critical KPIs across the board consistently — and most often exceeded these KPIs — in comparison to Kantar's verticalized industry benchmarks: - -- Brand favorability lift was 15%, 4x higher than the industry average - -- Message association lift was 87%, 8x higher than the industry average - -- Awareness lift was 10%, identical to the industry average “The world’s top brands continue to choose Taboola because of our scale, technology, team and clear results in making sure they stay top of consumers’ minds in the purchase process,” said Adam Singolda, CEO, Taboola. “The findings of these studies show that native and Taboola outperform many other channels that brands are investing in, which is critical at a time when every marketing dollar matters.”  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Signs Exclusive, Multi-Year Deal with Time Out to Become New Global Recommendations Provider URL: https://www.taboola.com/press-releases/timeout/ Last Modified: 2022-12-13 14:00:54 Time Out to Adopt Taboola Feed, Taboola Newsroom, Explore More, Right Rail and Mid-Article Placements to Increase Audience Engagement and Monetization New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new multi-year deal with Time Out, a global media and hospitality business that inspires and enables people to discover and experience the best things to do, see and eat in 333 cities in 59 countries. Taboola will be implemented across all Time Out websites globally, including the U.S., U.K, France, Spain, Portugal, Singapore and Australia. Under the agreement, Taboola will be featured on Time Out websites across articles, venues and landing pages. Time Out will also leverage Taboola Feed, a seamlessly integrated feed that provides readers with personalized content for a more engaging experience and video. Additionally, Time Out will incorporate Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from millions of daily active users. Newsroom will help Time Out further understand their audiences, learn about their most engaged articles and conduct A/B testing for headlines.  “We are focused on further evolving Time Out’s digital strategy as we continue to reach a wider audience across our digital platforms spanning web, mobile, emails, social and video. These are the channels where we have seen growth and engagement so it’s a great step for us to work with Taboola to further drive a more engaging experience and interaction with our audience,” said Rachel Glickman, Managing Director, Global Digital Innovation & Operations at Time Out. “Time Out chose to collaborate with Taboola due to their scale, data and innovation through tools like Taboola Newsroom and their hands-on, personable approach to account management.” “Time Out is a great brand with a global team of local expert journalists, trusted by millions of people around the world when they go out,” said Adam Singolda, CEO and founder, Taboola. “We are excited to work with Time Out and use our technology to support their future audience growth and commitment to innovate.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent, and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About Time Out Group Time Out Group is a global media and hospitality business that curates and creates the best of the world’s greatest cities through its two divisions - Time Out Media and Time Out Market. Time Out launched in London in 1968 with a magazine to help people discover the exciting new urban cultures that had started up all over the city. Today, across the Group’s digital and physical platforms, Time Out’s professional journalists curate the best things to do, see and eat in 333 cities in 59 countries. Time Out Market is the world’s first editorially curated food and cultural market, bringing a city’s best chefs, restaurateurs and unique cultural experiences together under one roof. The first Time Out Market opened in Lisbon in 2014, followed in 2019 by Miami, New York, Boston, Chicago and Montreal, and Dubai in 2021. A further pipeline of openings includes Vancouver, Cape Town, Porto, Osaka, and more. Time Out Group PLC, listed on AIM, is headquartered in the United Kingdom. --- ### New Study Shows the Majority of Publishers Are Using Commerce Content (87%) and 81% Are Seeing More Return on Investments Outside of Amazon URL: https://www.taboola.com/press-releases/tabooladigidaysurvey/ Last Modified: 2022-12-05 15:05:05 Digiday and Taboola Survey Shows Publishers Grew Affiliate Marketing As a Significant Revenue Source, As Native Advertising and Affiliate Marketing Make Up the Majority of Revenue New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the results of an independent survey with Digiday, a digital media company exploring technology’s disruption within the global media and marketing industries. Industry forecasts predict the affiliate marketing industry could reach $15.7 billion by 2024 and indicate that searches for “affiliate marketing” increased by nearly 30% throughout 2021. The survey measured how publishers approached affiliate marketing pre-pandemic (in 2019) and how their tactics shifted to meet audiences and markets in 2022. Key findings include: - The role of affiliate marketing has grown as a revenue source. Nearly half of respondents (49%) indicated the performance of their company’s affiliate marketing channel grew during the e-commerce surge from 2020–2022. Additionally, in 2022, among the nearly three-fourths of respondents who are engaging with affiliate programs, 74% indicated affiliate marketing has become more important regarding revenue than it was in the past. - Commerce content and native advertising are seeing an increase in dedicated publisher budgets. When asked about the specific channels that publishers use to drive revenue, the most respondents said commerce content is a contributor (87%) and the next most popular was native advertising (51%). Also, the majority of respondents are seeing up to 20% of their revenue come from affiliate marketing efforts in 2022 (34%) and are expecting the same for 2023 (37%). - Publishers are diversifying their strategies by establishing a hybrid setup of in-house experts and third-party technology providers. As publishers work toward improving their affiliate marketing strategies for 2023 and beyond, the majority (65%) are partnering with third-party technology vendors or other partners specializing in affiliate marketing, with 59% working with a hybrid setup of in-house experts and third-party partners. Diversification is on the agenda too, with publishers seeing more growth from non-Amazon commissions than Amazon commissions, with 81% reporting an increase in non-Amazon commissions over the past six months. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.             --- ### Yahoo and Taboola Enter 30-Year Commercial Agreement, Developing a Leading Offering for Advertisers, Publishers and Merchants on the Open Web; Partnership to Generate Approximately $1 Billion in Annual Revenue URL: https://www.taboola.com/press-releases/taboola-yahoo-native-deal/ Last Modified: 2022-11-28 11:22:33 - Taboola to Power Native Advertising Exclusively Across Yahoo’s Iconic Digital Properties Reaching Nearly 900 Million Monthly Active Users Worldwide - Represents Exciting Strategic Next Step for Yahoo in Continuing to Reinvigorate Growth and Innovation Under New Leadership and Ownership - Creates Massive New Contextual Channel for Advertisers to Reach Consumers - Representative of Yahoo to Join Taboola Board of Directors as Single Largest Shareholder - Taboola to Host Investor Conference Call Today at 8:30 a.m. ET NEW YORK, November 28, 2022 – Yahoo and Taboola (NASDAQ: TBLA), a global leader in powering recommendations for the open web, today announced that they have entered into a 30-year, exclusive commercial agreement. Taboola will exclusively power native advertising across all of Yahoo’s digital properties and will be available to buy through the Yahoo DSP, establishing Taboola as a leading native advertising offering for advertisers, publishers and merchants on the open web. Through this unique partnership, Taboola will benefit from Yahoo’s scale as a leading consumer tech company reaching nearly 900 million monthly active users worldwide as a top-ranked internet property across mail, sports, finance and news. By powering Yahoo’s native advertising solutions, Taboola will help deliver greater reach, better campaign performance and improved user experiences, supporting brands as they continue to look for alternative advertising options outside of walled gardens. Taboola will continue to invest heavily in R&D, enhancing how people discover things they may like, and strengthen its leadership in contextual advertising. As part of the partnership, Yahoo will receive just under 25 percent of the pro forma equity of Taboola. The partnership will allow Yahoo to further enhance its own unified advertiser offerings, enhance consumer experiences across Yahoo’s owned media properties, and participate in significant shared value creation as Taboola’s largest single shareholder. “Yahoo is an internet pioneer, representing one of the largest, most trusted and most sophisticated publishers in the world,” said Adam Singolda, Founder and CEO of Taboola. “Everywhere I look, I see a rocket ship growth opportunity for both of us - native, eCommerce, Video, header bidding (display) and more. This win-win partnership will meaningfully accelerate our growth flywheel, expanding our reach to more users on the open web with high-intent traffic to provide world-class solutions for advertisers, publishers, merchants and users in a cookie-less world. For publishers in the open web, we’ll be able to invest even more in driving revenue, engagement and audience growth moving forward, empowering performance, brand advertisers, merchants as well as agencies with an immense reach to users in a premium, trusted environment. This partnership is a big step toward achieving our goal of generating $1 billion in ex-TAC* by 2025.” “Partnering with Taboola enables Yahoo to further enhance the contextual and native offerings within our unified advertising stack," said Jim Lanzone, CEO of Yahoo. "The partnership also allows Yahoo and Taboola to continue to differentiate in market, improving user, advertiser and publisher experiences across properties, while benefiting from the long-term tailwinds in digital native advertising. Together with Taboola, we will maximize reach and campaign performance for advertisers, enhance monetization opportunities for publishers, and drive improved, privacy-forward experiences for users. As we continue to build the next era of Yahoo, we are thrilled to have strong partners by our side.” Yahoo is owned by funds managed by affiliates of Apollo. With long-term support from Apollo, alignment with shareholders and commitment to support the advertiser platforms of both companies, the partnership will accelerate both Taboola and Yahoo’s growth plans in an attractive sector of the market. The agreement represents a strong belief by Apollo in Taboola’s go-forward strategy and future as a leading offering for advertisers, publishers and merchants on the open web.   Commercial Agreement Details Under the terms of the 30-year, exclusive commercial agreement, Taboola will power native advertising solutions on all of Yahoo’s internet properties, driving more than 800 billion impressions. As part of the agreement, Yahoo will receive 24.99% of Taboola’s total issued and outstanding shares on a combined post-transaction basis, with approximately 60% in standard ordinary shares and 40% in new non-voting ordinary shares, as well as one representative on the Taboola Board of Directors. The agreement is expected to be highly accretive to Taboola Revenue, Adjusted EBITDA and Free Cash Flow. The agreement is also expected to be highly accretive to Revenue and Adjusted EBITDA on a per-share basis. The agreement, which has been approved by the Boards of Directors of both companies, is expected to close in the first quarter of 2023, subject to receipt of customary shareholder and regulatory approvals, as well as certain closing conditions. Separately, Taboola today announced a Special General Meeting of Shareholders to be held on December 30, 2022, for the purpose of seeking the required shareholder approval. Accompanying materials on the agreement for Taboola investors have been furnished to the SEC and posted on Taboola’ website at investors.taboola.com. Advisors LionTree, which is a co-investor in Yahoo, served as financial advisor to the transaction. Evercore served as advisor to Yahoo. LUMA Partners also served as an advisor. Paul, Weiss, Rifkind, Wharton & Garrison LLP and Erdinast, Ben Nathan, Toledano & Co. served as legal counsel to Yahoo. Davis Polk & Wardwell LLP and Meitar Law Offices served as legal counsel to Taboola. Conference Call Taboola's management team will discuss the company's strategic partnerships today, November 28, at 8:30 a.m. ET. The call can be accessed via webcast at investors.taboola.com. To access the call by phone, please go to this link to register https://register.vevent.com/register/BI6269633748334152b7886199348941e7. The webcast will be available for replay for one year, through the close of business on November 28, 2023.   Upcoming Conference Participation Taboola’s management team will present at the Credit Suisse 26th Annual Technology Conference on November 30, 2022, at 3:45 p.m. MT (5:45 p.m. ET) and host investor one-on-one meetings. For more information, please visit the conference website at https://www.credit-suisse.com/microsites/americas/annual-technology-conference/en.html Investor Event Taboola will hold an Investor Event following the closing of the agreement, expected in the first quarter of 2023, to share additional information on the agreement and provide updates on its strategy, market opportunities and financial model. A webcast of the event, along with supporting materials, will be accessible live through the Investor Relations section of Taboola’s website at investors.taboola.com.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The Company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. Prior to today’s transaction, more than 15,000 advertisers used Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands, including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   About Yahoo Yahoo reaches nearly 900 million people around the world, bringing them closer to mail, finance, sports,  and news—with the trusted products, content and tech that fuel their day. For partners, Yahoo provides a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com. Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements.  Forward-looking statements generally relate to future events, including Taboola.com Ltd.’s (the “Company’s”) expectations for the proposed transactions described in this press release and future financial or operating performance of the Company. In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. Examples of such forward-looking statements include, but are not limited to, projections or estimates regarding the impact of the proposed transactions on the Company’s future financial or operating performance. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this press release include, but are not limited to: the Company’s ability to obtain the required approvals to consummate the transaction and the timing, costs or other actions that may be required to obtain such approvals; the Company’s ability to transition to and fully launch the native advertising service for College Top Holdings, Inc., a Delaware corporation, and Yahoo AdTech JV, LLC, a Delaware limited liability company (the “Yahoo Parties”) on the currently anticipated schedule or at all; market acceptance of the new service and the Company’s ability to attract new or existing Yahoo advertisers to the new service; risks that existing Yahoo advertisers may terminate their contracts as a result of the proposed transactions and not migrate to the Company’s service; the ability to generate $1 billion in annual revenue from the transaction, which depends on, among other things, full ramp up of the partnership, improved yields for Yahoo due to the application of Taboola technology and data, improved yields for Taboola due to increased advertiser demand from Yahoo and additional data, and normal economic conditions; costs related to the introduction and operation of the new service; the timing and amount of any margin, profitability, cash flow or other financial contributions of the new service; the risk that the new service results in a decline in the Company’s financial performance during the preparation and roll out of the new service and beyond; the 30-year term as an exclusive native publisher partner with the Yahoo Parties, which can be subject to early termination in accordance with the governing agreements and/or applicable law; ability to generate or achieve the increase in revenue and ex-TAC to the levels assumed in this press release or at all; ability to transform the Company into an alternative to the walled gardens in the open web; ability to expand beyond traditional advertising to include additional value-added services to create future growth; ability to accelerate the Company and Yahoo Parties growth plans; ability to develop a leading offering for advertisers, publishers and merchants on the open web; ability to maximize reach and campaign performance for advertisers, enhance monetization opportunities for publishers, and drive improved, privacy-forward experiences for users; the intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers; ability to maintain relationships with current advertiser partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce to support the proposed transactions; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the COVID-19 or other possible future pandemics; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that the Company is incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the Company’s Annual Report on Form 20-F for the year ended December 31, 2021 under Item 3.D. “Information About the Company - Risk Factors” and in the Company’s subsequent filings with the Securities and Exchange Commission. Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. The Company undertakes no duty to update these forward-looking statements except as may be required by law. *Non-GAAP Information This press release includes ex-TAC Gross Profit, referred to as ex-TAC in this press release, which is a non-GAAP financial measure. This non-GAAP financial measure is not a measure of financial performance in accordance with GAAP and may exclude items that are significant in understanding and assessing Taboola’s financial results. Therefore, ex-TAC Gross Profit, which Taboola calculates as gross profit adjusted to include other cost of revenues, should not be considered in isolation or as an alternative to gross profit under GAAP. You should be aware that Taboola’s presentation of ex-TAC Gross Profit may not be comparable to similarly-titled measures used by other companies. Taboola believes that ex-TAC Gross Profit is useful because traffic acquisition cost, or TAC, is what Taboola must pay digital properties to obtain the right to place advertising on their websites, and Taboola believes that focusing on ex-TAC Gross Profit better reflects the profitability of its business. Taboola uses ex-TAC Gross Profit as part of its business planning, for example in decisions regarding the timing and amount of investments in areas such as infrastructure. Taboola believes that the use of ex-TAC Gross Profit provides an additional tool for investors to use in evaluating operating results and trends and in comparing Taboola’s financial measures with other similar companies, many of which present similar non-GAAP financial measures to investors. Non-GAAP financial measures are subject to inherent limitations because they reflect the exercise of judgments by management about which items are excluded or included in calculating them, which may vary from period to period. The Company’s long-term ex-TAC Gross Profit operating goal for 2025 is not guidance or a projection. Taboola is not able to provide a similar goal for 2025 gross profit, the most directly comparable GAAP measure. These measures are not predictable for 2025. As a result, no reconciliation could be provided without unreasonable efforts. For the same reasons, we are unable to address the probable significance of the unavailable information.   --- ### Taboola and Reach plc Partner for Mid-Article Video in the UK & US in Latest Expansion of Six-Year Partnership URL: https://www.taboola.com/press-releases/taboola-and-reach/ Last Modified: 2022-11-22 14:36:15 Taboola, a global leader in powering recommendations for the open web, has announced an expanded partnership with Reach plc, the largest commercial national and regional news publisher, to boost engagement, future growth, and innovation. Taboola will be Reach’s exclusive partner for out-stream video in the UK and US, delivering its mid-article video product across Reach’s 80+ sites, including the Mirror, the Express, and OK magazine. Outstream placements run video units that complement editorial content, offering a non-intrusive and highly engaging way for brands to reach readers. The partnership expansion will offer advertisers additional inventory on which to promote brand videos at scale, to audiences across Reach’s network. These new mid-article video placements offer advertisers a unique brand-safe environment, surrounded by high-quality editorial content. Taboola is a longtime partner of Reach, having worked with the publisher since 2016, providing a suite of publisher products to cultivate audience loyalty and increase revenue. Since the beginning of the partnership, Taboola has strongly supported Reach’s digital growth with a 30% increase in traffic across news brands. Combined, Taboola’s services help Reach to engage and retain readers, supporting the company to innovate and meet changing consumer needs: - Taboola Feed is a seamlessly integrated feed that provides readers with personalised content, including video, creating a more engaging experience; and organic content, which has been used to recirculate content and optimise traffic across Reach’s network, resulting in an increase in click-through rates. - Explore More is an offering that helps to re-engage users before they exit a publisher site. Terry Hornsby, group digital director at Reach said: “Our longstanding partnership with Taboola continuously engages site visitors across our news brands. The new out-stream video offering has been particularly successful across the Reach network so far, giving advertisers more opportunities to engage our audience with high-quality brand video.” Adam Singolda, founder and CEO, Taboola said: “Reach plc is a great example of a successful publisher that has kept pace with readers and thrived. They have shown a long-term view to boosting readership and engagement, coupled with expanded use of Taboola products for growing their business, and we’re seeing great results as we hit the six-year mark together. We look forward to continued mutual growth, especially in the large opportunity that mid-article video provides.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. About Reach plc More people in the UK and Ireland choose a Reach brand than any other commercial publisher. We own over 130 of the most trusted and popular national, regional and local media brands, with a combined print and digital monthly reach of 48m.  With over 11 million registered customers, we are proud to be campaigners, champions and changemakers in our communities.  For more information visit reachplc.com. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### BuzzFeed, Inc. Signs New Partnership with Taboola to Power Recommendations Across BuzzFeed’s Premium News Brands - BuzzFeed News and HuffPost URL: https://www.taboola.com/press-releases/buzzfeed/ Last Modified: 2022-11-16 14:03:12 BuzzFeed, Inc.’s News Brands Transition to Taboola Recommendations to Increase Audience Engagement and Monetization New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new partnership with BuzzFeed, Inc., a digital media company committed to making the Internet better by providing trusted, quality, brand-safe news and entertainment to hundreds of millions of people around the world, reaching 2.4 billion monthly content views. Under the deal, BuzzFeed, Inc. will leverage Taboola Feed, a seamlessly integrated feed that provides readers with personalized content for a more engaging experience. Feed will be embedded within BuzzFeed News and HuffPost, BuzzFeed’s premium news brands. In addition, BuzzFeed, Inc. will explore the option to implement additional Taboola offerings including Taboola News, an offering that would place BuzzFeed, Inc. content in front of Taboola’s large scale of readers across mobile devices. BuzzFeed, Inc. will also consider adopting Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from more than 500 million daily active users. "In BuzzFeed News and HuffPost, BuzzFeed, Inc. is home to two of the premier, highest-quality news sites on the Internet. In order to ensure their future success and keep them free for millions of readers, we're always looking for partners that will continue to help these newsrooms grow, monetize, and boost audience engagement," said Jack Riley, VP of Business Development + Revenue Strategy for BuzzFeed, Inc’s news division. "I'm confident that Taboola will help us build on our success, continue to strengthen our news brands, and remain free for the millions of readers who come to us every day." “We are thrilled to partner with BuzzFeed, a global name which has made a name for itself as a destination for diverse, socially-engaged readers. By adding Feed, high-impact placements and exploring other areas like Newsroom and Taboola News, they are taking a truly holistic approach to growing their audience and business,” said Adam Singolda, CEO and founder, Taboola. “We look forward to providing BuzzFeed with competitive advantage, improved reader experience through content recommendations and new ways to drive monetization.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About BuzzFeed, Inc. BuzzFeed, Inc. is home to the best of the internet. Across food, news, pop culture and commerce, our brands drive conversation and inspire what audiences watch, read, buy, and obsess over next. Born on the internet in 2006, BuzzFeed, Inc. is committed to making it better: providing trusted, quality, brand-safe news and entertainment to hundreds of millions of people; making content on the internet more inclusive, empathetic, and creative; and inspiring our audience to live better lives.      --- ### Taboola leads the data insights session at Behind Local News conference URL: https://www.taboola.com/press-releases/taboola-leads-the-data-insights-session-at-behind-local-news-conference/ Last Modified: 2022-11-11 14:25:18 Taboola, a global leader in powering recommendations for the open web, is sponsoring a session about how newsrooms can best use data and insights at the Behind Local News Autumn Conference. Nigel Vincent, Senior Newsroom Engagement Manager EMEA, at Taboola, will open the session by sharing how Taboola’s Newsroom platform enables journalists, editors and audience development teams to make informed decisions to increase readership and engagement. Data and Insights have become part of the DNA of digital newsrooms as they transform their businesses to extend their reach and engagement with ever growing audiences. Powered by Taboola’s predictive engine and massive data set of over 500 million daily active users, Taboola Newsroom helps journalists, editors and audience development teams make informed decisions to increase readership and engagement. Newsroom provides real-time audience analytics and sophisticated engagement metrics, including time on page, video watch rate and subscription conversion metrics.  In addition, the platform facilitates homepage optimisation tools such as headline and image a/b testing and uses advanced AI to display trending topics from across the open web, helping publishers to personalize their homepages. David Higgerson, Chief Digital Publisher at Reach plc will be joined by Frank O’Donnell, editor of the DC Thomson-owned Aberdeen Press and Journal, in talking about how they have used data successfully in their companies. The Behind Local News Conference, taking place on November 11 in Birmingham, and sponsored by DC Thomson, Reach and Iliffe Media, will focus on the major issues in newsrooms, including how to manage hybrid working and staff retention challenges, understanding the role of analytics and the important issue of journalist safety at work. --- ### Taboola signs an exclusivity agreement with Prensa Ibérica URL: https://www.taboola.com/press-releases/taboola-signs-an-exclusivity-agreement-with-prensa-iberica/ Last Modified: 2022-11-03 13:12:15 Taboola (NASDAQ:TBLA), a world leader in content recommendations for the open web, helping people discover things they might like, today announced a new exclusive collaboration agreement between four years of duration with Prensa Ibérica, a leading regional and local press group in Spain that has a broad presence in nine autonomous communities. And that after buying Grupo Zeta in 2019, it exceeds 1.6 million daily readers and 27 million users per month in digital, with such emblematic newspapers as El Periódico de Catalunya, La Nueva España, Faro de Vigo, Diario Sport and magazines such as Woman Madame Figaro, Stilo, Cuore, or Viajar. The collaboration with Taboola will allow the entire Prensa Ibérica group to respond to its digital needs for monetization, user engagement, recirculation of its own editorial content and exchange of audiences between its different titles. The publishing group will adopt several of Taboola offerings such as Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, including video, for a more engaging experience. The collaboration with Taboola will also allow Prensa Ibérica to generate more traffic by joining initiatives such as Taboola's news aggregator, Taboola News, which offers new audiences to media from mobile devices such as Xiaomi. According to Miguel Ángel Fernández Delgado, Commercial Director at Prensa Ibérica, “Associating ourselves with a partner like Taboola is key at a time when continuing to grow in revenue and continuing to innovate in digitization, data analytics and formats is a real challenge. Soon we will have the experience and technology of Taboola for all this and we are looking forward to starting." For his part, Adam Singolda, CEO and Founder of Taboola, comments that "Prensa Ibérica has an immense reach and a diversity of publications that appeal to the interest of all types of readers in Spain. With this long-term agreement between us, they are demonstrating their commitment to innovate to bring readers more relevant news, on more devices and screens, while enabling new ways to monetize. We look forward to being their long-term partner." --- ### Face2Face Africa Drives Significant Audience and Revenue Growth with Taboola URL: https://www.taboola.com/press-releases/face2faceafrica/ Last Modified: 2022-11-02 13:23:52 Leading Black-Owned Publisher Continues to Maximize Taboola Product Suite and Explore New Options in Multi-Year Partnership New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a successful engagement with Face2Face Africa, a trusted Taboola partner for over four years. Face2Face Africa is a fast-growing online news platform and international reference for global Black history, culture, business and innovation, reaching an audience of 3 million monthly users and millions more through social media platforms. Face2Face Africa continues to utilize its full suite of Taboola offerings, such as Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, including video, for a more engaging experience. Additionally, Face2Face Africa continues to integrate Taboola's Explore More product across its network, an offering designed to keep users visiting publisher sites directly from social media and apps, increasing engagement. Since implementation of Taboola’s Read More feature in 2021, Face2Face Africa saw a 102% RPM (Ad Revenue Per Thousand Impressions) uplift – six times the average uplift. Read More helps publishers engage mobile users before they bounce by raising the visibility of below-article units higher up on the page while enabling interested users to continue reading the full article. Lastly, Face2Face Africa will test additional Taboola offerings including Taboola’s “always on” video slider, encompassing smaller units that slide in from the bottom left or right corner of the screen. “As our readership continues to grow, it’s critical for us to partner with technology companies like Taboola who are not only dedicated to supporting our ongoing evolution in the Black community, but whose offerings keep readers engaged and promote valuable content for our readers, emphasizing culture and identity, education, business success, entrepreneurship, financial security and social impact,” said Isaac Boateng, found and CEO of Face2Face Africa. “We’re thrilled to report 102% RPM uplift from Taboola and we're excited for what’s to come.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.       --- ### Top Publishers Including McClatchy, Ströer and Others Adopt Taboola’s New Header Bidding Solution, Unlocking Incremental Revenue From Display Placements and Giving Advertisers Better ROI URL: https://www.taboola.com/press-releases/top-publishers-taboola-headerbidding/ Last Modified: 2022-10-31 13:00:46   - Taboola Header Bidding originally deployed in April 2022. - Taboola’s advantage in the space is its reach to over 500M daily active users with first party data, 15,000 direct performance advertisers working with Taboola, and advanced AI technology. - Taboola Header Bidding has scaled to more than 50 publishers, benefiting from Taboola’s unique offering in the space. Phased rollout will continue in 2023. - The new product targets the display market that is worth tens of billions of dollars, creating a meaningful opportunity for Taboola and its partners. - Taboola aims to expand this offering to its 9,000+ long term publisher partnerships. New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced Taboola Header Bidding, a new capability that expands on a native bidding service originally launched in April 2022, empowering advertisers to reach new supply across Taboola’s extensive network of publisher partners. Publishers using Taboola Header Bidding generate incremental revenue from existing display ads inventory and to date, top publishers McClatchy, Ströer, iMedia and many others are already live. With Taboola Header Bidding, advertisers can now use Taboola’s advanced AI and unique first party data to seamlessly connect with 500 million daily active users across IAB-standard display placements on its large publisher network. This gives advertisers working with Taboola even more visibility in prominent locations across trusted publishers in verticals from local news, sports, entertainment, finance and more. Publishers benefit from Taboola Header Bidding by driving significantly more monetization with their existing display ad units. Using this product, Taboola’s publishers can tap into unique native advertising demand working with 15,000 direct advertisers, immense first party data, and AI. This helps publishers increase auction density across display ad inventory, resulting in a stronger and healthier display marketplace. “I’m excited to expand our partnership with 15,000 of our advertisers, providing them a broader opportunity to reach their target audiences and driving lower acquisition costs,” said Adam Singolda, Founder and CEO at Taboola. “It is critical to help drive strong performance to advertisers and businesses all around the world, especially during times when social networks and privacy are in play. In working with some of our top publishers, feedback has been incredible. We’re not only able to provide value by generating incremental revenue from existing display placements but also by making the display marketplace healthier. We have a unique proposition given our massive first party dataset, our direct advertisers and AI -- and I’m excited to make this available to 9,000 of our publishers in years to come.” McClatchy’s Chief Revenue Officer, Tony Berg, looks forward to the added benefits this collaboration offers advertisers saying, "Taboola continues to be a strategic partner for us. Working with them on their header bidding technology strengthens our relationship even further. Their expertise in AI coupled with their strong advertiser relationships will create increased revenue opportunities." “Taboola has been a longtime partner of ours and has shown a commitment to collaborating on products that drive our business forward. We’ve integrated their products holistically because of their strength in making our properties more appealing to both advertisers and readers. More relevancy for ads on our site means a better experience for readers, while also giving advertisers the chance to tap into millions of very engaged and savvy readers. We are pleased to be the first sales house in DACH using this innovation within our Header Bidding solution powered by Yieldlove,” said Abdelkader Barjiji, Senior Vice President Product Management Programmatic & Data at Ströer and Managing Director at Yieldlove. Ströer is the first sales house in the DACH region to use Taboola’s Header Bidding capabilities and in doing so, continues its use of a variety of Taboola offerings. Most recently, the companies announced an extended partnership through 2028. "Taboola has been our trusted, longtime partner and their new header bidding product is very exciting to us," said Matt Leardini, President, iMedia Digital Services. "Over our long partnership, their technology has given us clear competitive advantage. With Taboola header bidding, we've got incredible new potential to grow our business together."   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About McClatchy At McClatchy we live our mission of delivering high-quality journalism every day. The McClatchy name is synonymous with staying power, next-level resilience, and tenacious pursuit of stories that matter to our readers. In the process we’ve created connections solidifying our deeply-rooted commitment to the crucial role local journalism plays in our communities. We’ve extended our unique local and regional reach, relevance, and resources by forging strong partnerships fostering the creation of innovative, digital-forward solutions. It’s our privilege to serve–and engage with–over 75 million unique visitors who come to us first for their news and information. We’re the McClatchy news organization. Moving Forward. Faster. Connect with us on social media or at mcclatchy.com. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola and Version Two to take the stage at PerformanceIn Live URL: https://www.taboola.com/press-releases/taboola-and-performancein-live/ Last Modified: 2022-10-17 13:44:49 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, shares that Group Head of Independent Agencies & Direct, Claire Mullarkey will join PI Live 2022, presenting alongside Joe Williams, founder of Version Two, a leading content marketing agency.  The title of the PI Live session, taking place on day 1 of the event, is All I Want for Christmas is ROAS: How to Increase Your Revenue Ten-Fold This Holiday Season with Native. The conversation will present insights from an analysis of over 2000 holiday ads from the past 4 years by Taboola’s in-house creative agency, The Creative Shop. Guided by these unique insights and years of experience running native campaigns, Claire and Joe will share strategies for reaching consumers this holiday season, despite the current cost of living crisis. They will also present a new holiday case study with VersionTwo client, smart watch brand Knauermann, which was able to generate over €1 million euros in revenue using native advertising in the 2021 holiday season.  When: Tuesday 18th October, 3:40 p.m. GMT Where: The Pyramid stage, Old Billingsgate, London PI Live is the world’s premier affiliate & performance marketing conference. PI LIVE helps to build profitable partnerships by connecting brands & agencies with publishers & tech via carefully curated networking opportunities – alongside unmatched thought leadership and actionable content on stage. More information and details on how to register can be found on PI Live’s website.    --- ### iMedia Digital Services Teams with Taboola in Multiyear Advertising and Content Recommendation Partnership; Newest Deal to Surpass 10-year Milestone Together for Companies URL: https://www.taboola.com/press-releases/imedia-digital-services-teams-with-taboola/ Last Modified: 2022-10-13 12:58:30 iMedia Brands, Inc. (“iMedia”) (NASDAQ: IMBI, IMBIL) announced its advertising arm, iMedia Digital Services (iMDS), entered into an advertising and content recommendation partnership with Taboola (NASDAQ: TBLA), effective October 1, 2022. This is the seventh year that Taboola has provided advertising products to iMDS to help drive user engagement and conversion for iMDS advertisers as well as new ecommerce solutions from Connexity. This newest six-year deal solidifies a decade-long partnership between iMedia and Taboola. Under the deal, iMDS will continue to adopt Taboola’s extensive product portfolio, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, including video, for a more engaging experience. iMDS is a long-time user of Taboola Newsroom, an offering that provides unique editorial insights that inform how to create more engaging content and discover new coverage areas that drive loyal readership. iMDS clients include telecom portals, such as Centurylink and Armstrong, as well as owned and operated entertainment brands like ShopHQ, ShopBulldog TV, ShopHQ Health, and 1-2-3.tv reaching more than 200 million monthly US users. “Taboola continues to be an important digital content and advertising partner for us,” said Matt Leardini, President of iMDS, “We appreciate Taboola’s constant efforts to enhance their platform and to remain innovative, most recently with the enhancements to its ecommerce capabilities, helping us further engage users, create new ecommerce revenue channels, and capitalize on continued innovation in digital  advertising.” “iMDS continues to show why they’re a leader at the intersection of entertainment, commerce and advertising,” said Adam Singolda, CEO at Taboola. “We have a long and productive history together, where we’ve partnered closely for mutual growth around testing, learning, and implementing solutions for their audiences. iMDS is taking a truly holistic approach to growth using Taboola products, from recommendations, personalization, ecommerce, and insights and we look forward to hitting the decade mark together.”   About iMedia Brands, Inc. iMedia Brands, Inc. (NASDAQ: IMBI, IMBIL) is a global media company capitalizing on the convergence of entertainment, ecommerce, and advertising. The Company owns and operates four television networks, which are ShopHQ, ShopBulldogTV, ShopHQHealth and 123tv. ShopHQ, the company’s flagship television network with a thirty-year history, is nationally distributed in the U.S. to over 90 million homes via its affiliation agreements in cable, satellite, and broadcast, and reach viewers through its social platforms and its OTT Ap on Roku, Apple TV, Amazon Fire and Samsung Smart-televisions. iMedia’s common stock is traded on the NASDAQ Global Market stock exchange under the ticker IMBI. iMedia’s 8.5% bonds are also publicly traded on the NASDAQ Global Market under the ticker IMBIL and pay holders 8.5% interest quarterly in arrears on March 31, June 30, September 30, and December 31.     About iMDS iMDS (iMDS.tv) is iMedia Brands, Inc.’s advertising arm for its four television networks, specializing in engaging shopping enthusiasts across multi-screen formats including television, online, mobile social and OTT advertising marketplaces. iMDS’s flagship product is its Retail Media Exchange™ a leading proprietary advertising auction platform that in real-time simultaneously engages with advertisers, digital publishers, supply-side-platforms, and demand-side platforms to optimize advertising opportunities with consumers.   About Taboola Taboola (NASDAQ:TBLA) powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices, and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent, and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands, including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers.     Cautionary Statement Concerning Forward-Looking Statements This document may contain certain “forward-looking statements” within the meaning of the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995. Any statements contained herein that are not statements of historical fact, including statements regarding future revenue and adjusted EBITDA are forward-looking. The Company often uses words such as anticipates, believes, estimates, expects, seeks, predicts, should, plans, will, or the negative of these terms and similar expressions to identify forward-looking statements, although not all forward looking-statements contain these words. These statements are based on management's current expectations and accordingly are subject to uncertainty and changes in circumstances. Actual results may vary materially from the expectations contained herein due to various important factors, including (but not limited to): variability in consumer preferences, shopping behaviors, spending and debt levels; the general economic and credit environment, including COVID-19; interest rates; seasonal variations in consumer purchasing activities; the ability to achieve the most effective product category mixes to maximize sales and margin objectives; competitive pressures on sales and sales promotions; pricing and gross sales margins; the level of cable and satellite distribution for the Company’s programming and the associated fees or estimated cost savings from contract renegotiations; the Company’s ability to establish and maintain acceptable commercial terms with third-party vendors and other third parties with whom the Company has contractual relationships, and to successfully manage key vendor and shipping relationships and develop key partnerships and proprietary and exclusive brands; the ability to manage operating expenses successfully and the Company’s working capital levels; the ability to remain compliant with the Company’s credit facilities covenants; customer acceptance of the Company’s branding strategy and its repositioning as a video commerce Company; the ability to respond to changes in consumer shopping patterns and preferences, and changes in technology and consumer viewing patterns; changes to the Company’s management and information systems infrastructure; challenges to the Company’s data and information security; changes in governmental or regulatory requirements; including without limitation, regulations of the Federal Communications Commission and Federal Trade Commission, and adverse outcomes from regulatory proceedings; litigation or governmental proceedings affecting the Company’s operations; significant events (including disasters, weather events or events attracting significant television coverage) that either cause an interruption of television coverage or that divert viewership from its programming; disruptions in the Company’s distribution of its network broadcast to customers; the Company’s ability to protect its intellectual property rights; the Company’s ability to obtain and retain key executives and employees; the Company’s ability to attract new customers and retain existing customers; changes in shipping costs; expenses related to the actions of activist or hostile shareholders; the Company’s ability to offer new or innovative products and customer acceptance of the same; changes in customer viewing habits of television programming; logistics costs including the price of gasoline and transportation; and the risks described from time to time in the Company’s reports filed with the SEC, including, but not limited to, the Company’s most recent annual report on Form 10-K, quarterly reports on Form 10-Q, and current reports on Form 8-K. Investors are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date of this announcement. The Company is under no obligation (and expressly disclaims any such obligation) to update or alter its forward-looking statements whether because of new information, future events or otherwise.     Contact Dave Struzzi Dave.s@taboola.com     --- ### Taboola Signs New Deal with Pro Football Network; Partnership Sees Pro Football Network Increase Revenue by 256% in Under Six Months URL: https://www.taboola.com/press-releases/profootballnetwork/ Last Modified: 2022-10-12 13:05:55 Pro Football Network Maximizes Taboola Implementations and Tests New Offerings to Drive Further Engagement, Audience Development and Monetization in Light of the 2022 NFL Season New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new partnership with Pro Football Network, a destination for football that is committed to delivering purposeful, captivating and exceptional sports content, reaching nearly 10 million page views per year.  To date, Pro Football Network has used several Taboola offerings, such as Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, including video, for a more engaging experience. Additionally, Pro Football Network has implemented Taboola’s Read More feature, which helps publishers engage mobile users before they bounce by raising the visibility of below-article units higher up on the page while enabling interested users to continue reading the full article. Pro Football Network has also integrated Taboola's Explore More product across its network, an offering designed to keep users visiting publisher sites directly from social media and apps, increasing engagement. Lastly, Pro Football Network has adopted Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from more than 500 million daily active users. Since Pro Football Network’s complete transition over to Taboola in April 2022, it has seen a 256% increase in revenue. As part of a growing relationship with Taboola, Pro Football Network will look to add Taboola’s mid-article placements to its website, allowing for new revenue opportunities and ways to both engage readers and improve the user experience. “At Pro Football Network, we’re constantly looking for ways to improve our digital properties, which reach hundreds of thousands fans every day,” said Matthew Cannata, CEO at Pro Football Network. “We transitioned to Taboola due to their expansive offerings, such as Feed and Read More, and we’ve already seen incredible results from this new partnership. We’re excited to have Taboola on board as a key discovery partner to help us continue to achieve our ambitious revenue goals while also providing good UX for our readers.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About Pro Football Network LLC Pro Football Network (PFN) is a comprehensive sports media company that focuses on the NFL, fantasy football, NFL draft, college football, and betting. PFN’s unique voices and engaging personalities connect with both casual and hardcore football fans through purposeful, captivating, and exceptional football content.  Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Skimlinks, a Taboola Company, Announces Winners of the Commerce Awards for Publishers 2022 URL: https://www.taboola.com/press-releases/skimlinks-commerceawards-2022/ Last Modified: 2022-09-30 13:20:16 Skimlinks, a Taboola Company, has announced the winners of the fifth anniversary Commerce Awards for Publishers (CAPS). Over 200 submissions were received this year for the awards, which celebrate excellence in commerce content produced by large editorial publishers. Expanded to a record 19 categories, the awards’ winners were chosen by a panel of esteemed industry experts drawn from major affiliate networks AWIN, Rakuten Marketing, CJ and Partnerize, and leading industry media publications Digiday and AdWeek. Alongside longtime participants such as Condé Nast and Hearst, this year’s winners include new faces like CNN, theSkimm and Dow Jones. “I believe over the next few years, e-commerce will become an even bigger driver of revenue for publisher sites,” said Adam Singolda, CEO and founder of Taboola. “E-commerce has always been important, but the past two years especially have shown people gravitate to buy more online and seek out trusted publishers to help them discover and purchase products. The publishers at the CAPS event are a great example of what innovation and success in e-commerce look like.” “The CAPS continue to grow from strength to strength,” adds Bill Glass, CEO Connexity. “It is great to be rewarding and recognising our fantastic publishers for a fifth year. Together, we’ve made commerce content more sophisticated, on our end by delivering new reports and surfacing more data and offers that publishers turn into articles that help their readers make good decisions when buying. This year once again, TheCAPS nominees and winners show off the potential of commerce content for publishers.” The winners of this year’s awards are as follows: Best Way Day Article: Purewow Best Beauty Article: USA Today, Reviewed Best Black Friday Article: Penske Media, SPY.com Best Sustainability Article: CNN Underscored Best Evergreen Article: New York Post Best Holiday Campaign: theSkimm Best Bedding / Mattress Article: Condé Nast, Architectural Digest Best Streaming Article: Advance Local, AL.com Best Technology Article: VICE Media Best BIPOC-owned Business Article: Refinery 29 Best Female-founded Brand Article: Katie Couric Media Best Special Occasion Article: The Knot Best Travel Article: Hearst Magazines, Good Housekeeping Best Kids and Parenting Article: Warner Bros. Discovery, HGTV Best Back To School Article: Yahoo Best Global Strategy: Hearst Best Newcomer: Dow Jones Fastest Growing Publisher: Trusted Media Brands Industry Champion Award: Jackie Goldstein, New York Post --- ### Taboola Joins Zeta Live URL: https://www.taboola.com/press-releases/taboola-joins-zeta-live/ Last Modified: 2022-09-27 14:56:09 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, shares its CEO Adam Singolda will join panelists at Zeta Live in an upcoming discussion entitled, “Future-Proofing Brands & Publishers in 2023 and Beyond.” The discussion will take place at the Hudson Mercantile and include: - Adam Singolda, CEO and founder of Taboola - Jessica Sibley, COO of Forbes - David Spector, Chairman & Co-Founder of ThirdLove - Jen Wong, COO of Reddit When: Thursday, September 29th at 9:45 a.m. Eastern Time Where: Macro Movements/BLUE Stage, Hudson Mercantile (36th Street & 10th Avenue, NYC) Zeta Live explores how creativity and micro moments throughout the consumer journey today are shaping disruptive macro movements across the digital economy and marketing ecosystem of tomorrow. The annual conference will be a day of thought leadership, featuring the brightest, most forward-thinking leaders in business and a look into some of the most critical topics impacting the industry today. --- ### Taboola Joins DMEXCO 2022 URL: https://www.taboola.com/press-releases/taboola-joins-dmexco-2022/ Last Modified: 2022-09-19 19:25:47 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced its CEO Adam Singolda will join DMEXCO 2022 for a fireside chat entitled “Imagine a Future Where TikTok Is the Only Source of News: Why We Need Publishers to Succeed.” This conversation will explore the provocative dystopia of social media as the only source of news. It will shine light on media consumption, the jeopardy of user generated content and the means of editorial efforts leading to a diverse publishing landscape.   The fireside chat will take place on the main stage of DMEXCO and include: - Adam Singolda, CEO of Taboola - Nikolaus Röttger, Host at DMEXCO and Partner of FutureStory When: Wednesday, September 21st at 3:30 p.m. Central European Time Where: Blue Stage at DMEXCO, Trade Fair Cologne, Germany DMEXCO features 2 days of events, with a focus on digital business, marketing, and innovation presented seminars, debates, expositions, and masterclasses outlining the future of the digital economy. Taboola has been a sponsoring partner since 2015. More information and details on how to register can be found on DMEXCO.     - --- ### Taboola Announces Cost Restructuring To Ensure Continued Profitable Growth and Free Cash Flow URL: https://www.taboola.com/press-releases/planstoensureprofitablegrowth/ Last Modified: 2022-09-13 20:52:50 - Realigning and restructuring teams to focus on three top priorities: performance advertising, e-Commerce and header bidding - Expect to reduce 2023 Operating Expenses by $50M, further improving Adjusted EBITDA* and Free Cash Flow*, two non-GAAP metrics we focus on - Cost savings achieved via a workforce reduction of approximately 6%, as well as $23M reduction in discretionary expenses and $15M reduction in capital expenditures in 2023 - Reaffirming Q3 Guidance and expects to generate over $152M in Adjusted EBITDA in 2022 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a cost restructuring program that will allow the company to continue focusing on top priorities, and ensuring profitable growth and Free Cash Flow in 2023 and beyond. This plan will enable investment where Taboola sees opportunities for growth, with resources focused on the company’s top three priorities: improving its performance advertising business, driving further growth in e-Commerce, and growing its recently launched header bidding business. The company expects this cost restructuring to result in $50M of savings in operating expenses in 2023, with a significant portion translating to improved Adjusted EBITDA and Free Cash Flow. The savings will be achieved by restructuring teams across geographies primarily in lower priority activities, resulting in an overall reduction of global headcount by approximately 6%. The company will also trim an additional $23M from 2023 discretionary expense budgets and reduce capital expenditures by an additional $15M in 2023. Taboola expects this program to be largely completed by year-end with a majority of the changes taking place in 2022. The company reaffirmed guidance for Q3 2022 and has stated it expects to generate over $152M in Adjusted EBITDA for FY 2022. “The investments we’ve made in our business to-date assumed a higher rate of revenue growth based on our decade-long track record of execution. We now need to adapt to the current market environment, and our growth rates in 2022, which are not meeting our original expectations. We are setting ourselves up for the long term success of Taboola and investing in areas related to our winning aspirations, having our teams be even more focused, and coming out of the global slowdown stronger,” said Adam Singolda, Founder and CEO, Taboola. “We make these necessary changes with a heavy heart, and I personally thank all of the wonderful Taboolars with whom we must part ways. We are taking steps to treat our departing teammates with the respect and appreciation they deserve.” “I am also proud of our team members, who are displaying amazing unity and commitment. You can copy anything but a company’s culture — and I’m confident that we are unstoppable as we work to realize our vision of bringing the superpower of recommendation to our clients and partners in the open web. I remain extremely confident and optimistic, we’re healthy and we’re strong. I see extraordinary potential and strong performance all around me at Taboola. We’re seeing record numbers of publishers sign with us, Taboola News cross the $50M revenue mark, e-Commerce being an area of strength, and Header Bidding now live on Microsoft and starting to roll out across our network. With this program, we will be more focused, and better positioned for success as Taboola maintains profitability and strong cash flow,” continued Singolda. Reaffirming Third Quarter 2022 Guidance For the Third Quarter 2022, the Company currently expects: - Revenues of $311 to $331 million - Gross Profit of $91 to $101 million - ex-TAC Gross Profit of $120 to $130 million - Adjusted EBITDA of $11 to $17 million - Non-GAAP Net Income (loss) of ($8) to ($2) million Although we provide guidance for Adjusted EBITDA and Non-GAAP Net Income (loss), we are not able to provide guidance for projected net income (loss), the most directly comparable GAAP measure. Certain elements of net income (loss), including share-based compensation expenses and warrant valuations, are not predictable due to the high variability and difficulty of making accurate forecasts. As a result, it is impractical for us to provide guidance on net income (loss) or to reconcile our Adjusted EBITDA and Non-GAAP Net Income (loss) guidance without unreasonable efforts. Consequently, no disclosure of projected net income (loss) is included. For the same reasons, we are unable to address the probable significance of the unavailable information. This press release reaffirms Q3 2022 guidance. The Company’s full year 2022 guidance was most recently updated August 9, 2022 and is not being updated at this time. Our guidance assumes continuing headwinds from the war in Ukraine, inflation, currency exchange rates and overall macroeconomic weakness, which lead us to adopt a conservative stance on guidance. Our guidance assumes that these headwinds do not worsen and cause economic conditions to deteriorate or otherwise significantly reduce advertiser demand. *About Non-GAAP Financial Information This press release includes third quarter 2022 guidance for ex-TAC Gross Profit, Adjusted EBITDA, Non-GAAP Net Income (loss), which are non-GAAP financial measures. These non-GAAP financial measures are not measures of financial performance in accordance with GAAP and may exclude items that are significant in understanding and assessing the Company’s financial results. Therefore, these measures should not be considered in isolation or as an alternative to revenues, gross profit, net loss, cash flows from operations or other measures of profitability, liquidity or performance under GAAP. You should be aware that the Company’s presentation of these measures may not be comparable to similarly-titled measures used by other companies. The Company believes non-GAAP financial measures provide useful supplemental information to management and investors regarding future financial and business trends relating to the Company. The Company believes that the use of these measures provides an additional tool for investors to use in evaluating operating results and trends and in comparing the Company’s financial measures with other similar companies, many of which present similar non-GAAP financial measures to investors. Non-GAAP financial measures are subject to inherent limitations because they reflect the exercise of judgments by management about which items are excluded or included in calculating them, which may vary from period to period. Please refer to the appendix at the end of this press release for reconciliations to the most directly comparable measures in accordance with GAAP. Note Regarding Forward-Looking Statements Certain statements in this press release, including third quarter 2022 guidance and statements regarding Taboola.com Ltd.’s (the “Company”) cost restructuring program, are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of the Company. In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “guidance”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “target”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this press release include, but are not limited to: the ability to recognize the anticipated benefits of the recent acquisition of Connexity and the business combination between the Company and ION Acquisition Corp. 1 Ltd. (together, the “Business Combinations”), which may be affected by, among other things, competition, the ability of the Company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; the Company’s ability to successfully integrate the Connexity acquisition; costs related to the Business Combinations; changes in applicable laws or regulations; the Company’s estimates of expenses and profitability and underlying assumptions with respect to accounting presentations and purchase price and other adjustments; ability to attract new digital properties and advertisers; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to prioritize investments to improve profitability and free cash flow; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of the Company’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the Company’s Annual Report on Form 20-F for the year ended December 31, 2021 under Item 3.D. “Information About the Company - Risk Factors,” the Company’s Registration Statement on Form F-1/A filed on April 13, 2022, as it may be amended or supplemented from time to time, under the sections entitled “Cautionary Note Regarding Forward-looking Statements” and “Risk Factors,” and in the Company’s subsequent filings with the Securities and Exchange Commission. In addition, statements regarding the Company's cost restructuring program are subject to additional uncertainties and risks, including those relating to (i) the Company’s ability to achieve the estimated cost savings; (ii) the Company’s anticipated timing of the estimated cost savings; and (iii) the expected benefits in financial performance, including growth in profitability, Adjusted EBITDA and Free Cash Flow, as a result of the cost restructuring program. Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. The Company undertakes no duty to update these forward-looking statements except as may be required by law. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands, including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. APPENDIX A: Non-GAAP Reconciliation RECONCILIATION OF GAAP TO NON-GAAP FINANCIAL MEASURES FOR Q3 2022 GUIDANCE (Unaudited) The following table provides a reconciliation of gross profit to ex-TAC Gross Profit guidance. Q3 2022 Unaudited (dollars in millions) Revenues $311 - $331 Traffic acquisition cost ($191 - $201) Other cost of revenues ($29 - $31) Gross profit $91 - $101 Add back: Other cost of revenues $29 - $31 ex-TAC Gross Profit $120 - $130   --- ### Taboola Named One of the Fortune Best Workplaces in Advertising & Marketing™ in 2022 by Great Place to Work® URL: https://www.taboola.com/press-releases/fortuneawardlist/ Last Modified: 2022-09-07 14:24:59 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced that it has been honored by Great Place to Work® and Fortune as one of the 2022 Best Workplaces in Advertising & Marketing™. This is Taboola’s first time being named to the list. Earning a spot means that Taboola is one of the best companies to work for in the country. The Best Workplaces in Advertising & Marketing award is based on an analysis of survey responses from more than 9,000 employees from Great Place to Work-Certified™ companies in the advertising and marketing industry. Eighty-eight percent of employees at Taboola indicate that it is a great place to work compared to 57% of employees at a typical U.S.-based company. “Our people are what make Taboola unique, and are the reason we’ve been able to come together to achieve some great things since we started in 2007,” said Adam Singolda, CEO and founder, Taboola. “Our winning culture separates us from others in the industry – we’re a strong, passionate team that looks out for each other and executes. This accolade is validation of our long history of team-building and growth.”  The Fortune Best Workplaces in Advertising and Marketing list is highly competitive. Great Place to Work selected the list using rigorous analytics and confidential employee feedback. Companies were only considered if they had been a Great Place to Work-Certified™ organization. Great Place to Work is the only company culture award in America that selects winners based on how fairly employees are treated. Companies are assessed on how well they are creating a great employee experience that cuts across race, gender, age, disability status, or any aspect of who employees are or what their role is. “These companies have adapted to the challenges of an ever-changing workplace by their commitment to inclusive, high-trust cultures where employees are treated as human beings first and foremost,” says Michael C. Bush, CEO of Great Place to Work®. “Congratulations to the Best Workplaces in Advertising & Marketing.” Taboola continues to stay on the pulse of competitive benefit offerings, including the launch of a revamped parental leave policy, gender reassignment benefits, bonus and profit sharing, unlimited PTO, pet insurance and ensuring 45% of all promotions and new hires, including key leadership roles, will be women and/or racially diverse by 2025. Other notable award highlights in 2022 include Taboola being named one of the top places to work in Los Angeles by Built In LA, as well as becoming officially certified by Great Place to Work as an employer of choice in the U.S. In addition, 2022 marks five years in a row that Taboola has been listed on Dun’s 500 as one of the top tech companies to work for in Israel. Taboola was also listed on Glassdoor’s Top 25 Companies for Senior Leadership in the UK. In 2021, Taboola was selected as one of Campaign Magazine’s Best Places to Work.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.  Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola News Combats the Risk Of People Learning from Untrusted Sources On Social Networks, On Pace to Drive Half a Billion Visits To Publishers In The Open Web in 2022, Crossing $50M in Revenue URL: https://www.taboola.com/press-releases/taboolanews-hits-50m-wallpaper/ Last Modified: 2022-08-31 13:08:37 Taboola News Hits High Market Penetration in APAC and LATAM; Taboola News Includes Wallpaper, Minus One, Notification and Browser integrations on OEMs   Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced rapid growth and new innovation for its Taboola News offering, which is expected to cross $50M in revenue for Taboola in 2022. Taboola News integrates content recommendations from Taboola’s large publisher network with leading mobile device manufacturers across multiple touchpoints, including Minus One screens, news notifications, and browser applications. The newest offering from Taboola News brings editorial recommendations, curated beautifully via wallpaper experiences, on mobile device lockscreens. The product is now live in over 80 markets around the world. Studies show consumers spending more time learning and reading via mobile devices, and a large portion of time spent on mobile today is on social media. Mobile social apps have become a place where many consumers turn to learn about important topics across politics, health, and local news, despite substantial risks for misleading and false information: - In a March 2022 analysis, Newsguard found that within 40 minutes of signing up for a TikTok account, users were presented with false and misleading content about the war in Ukraine. - In a 2021 analysis, Newsguard found that within 35 minutes of opening an account, 8 out of 9 children who were under the age of 18 were exposed to misinformation about Covid-19. - More than 60 percent of videos with harmful misinformation were viewed by users on TikTok before being removed, in the first quarter of 2022, according to TikTok. Taboola News continues to provide people with trustworthy news sources to access. It gives consumers direct access to a curated list of the world’s top publishers where they can learn more about local news, sports, entertainment, politics, health and more. Exclusively for Taboola partners, users are sent to those publisher sites to read the articles of most interest to them, and the offering is pacing to send over half a billion visits to the open web in 2022. The latest introduction brings Taboola News to mobile device wallpapers, giving device manufacturers the ability to provide recommendations directly on their lockscreens. This gives mobile users access to premium content from their favorite publishers matched with engaging, high-resolution images, refreshed on their device’s lockscreen throughout their day. For device manufacturers, this touchpoint provides a channel to engage and add value for users in the dozens of times a day they wake their mobile device. “The vast majority of consumers get news via mobile and Taboola News is now core to that experience,” said Adam Singolda, CEO and founder, Taboola. “I’m concerned about a future where our kids will discover science, health care and politics on TikTok, and I think our mission is critical to ensure that high quality editorial content thrives and provides the compass our future generations need. I’m so excited to be on his important journey with our OEM and publisher partners and friends, making the open web strong and available for billions of people. This is our mission, and Taboola News is a fundamental part of it as publishers are looking to get new and loyal audiences.”     About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Pittsburgh Sports Now Undergoes Full, Uniform Implementation of Taboola Offerings Across its Network of Eight Sites; Sees 118% Increase in Revenue YOY URL: https://www.taboola.com/press-releases/pittsburghsportsnow/ Last Modified: 2022-08-01 13:04:03 Expansion of Taboola Products, Including Taboola Feed and Explore More, Aims to Drive Additional Revenue While Maintaining User Experience and Keeping the Integrity of the Pittsburgh Sports Now Brand In Tact New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced uniform implementation of its full suite of offerings across Pittsburgh Sports Now’s network of eight sites. Pittsburgh Sports Now, a trusted Taboola partner for over 5 years, is one of the few destination sites for Pittsburgh, Duquesne, RMU and WPIAL sports fans and receives over 10 million pageviews annually. Under the agreement, Pittsburgh Sports Now will incorporate Taboola Feed across all of its digital properties including Steelers Now, Nittany Sports Now, Pittsburgh Baseball Now, The Portal Report and more. The Taboola Feed is a seamlessly integrated feed that provides readers with personalized content, including video, for a more engaging experience.  Pittsburgh Sports Now will also expand the implementation of Taboola's Explore More product across its network – an offering designed to keep users visiting publisher sites directly from social media and apps, increasing engagement. Finally, Taboola's mid-article placements will be another part of the package, allowing for new revenue opportunities and ways to both engage readers and improve the user experience. Taboola has already proven the value of its products for Pittsburgh Sports Now, resulting in a 118% increase in overall revenue from 2021 to 2022. Additionally, Pittsburgh Sports Now has seen 4.5 million impressions resulting from the introduction of Taboola’s Audience Exchange Program in February 2022. Taboola’s Audience Exchange infrastructure helps publishers manage and optimize the flow of traffic across their network of sister and partner sites, as well as better deliver on third-party partnerships, wherein a certain number of clicks have been committed. “As our readership continues to evolve, we are more dedicated than ever to maintaining the same user experience our visitors trust, as well as the integrity of our brand. We continue to renew our contract with Taboola each year because of the adaptability of their recommendation platform, their team’s understanding of our requirements and their commitment to delivering top-notch results,” said Mike Vukovcan, Owner, Pittsburgh Sports Now. “We are very much looking forward to seeing the results of our Taboola product suite expansion and continuing this fruitful relationship.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About Pittsburgh Sports Now Founded by Mike Vukovcan and Joe Steigerwald in November 2015, Pittsburgh Sports Now has exploded onto the Pittsburgh sports news scene to become one of the few destination sites for Pitt Panther and WPIAL fans. Using his insider knowledge and connections, Mike has cultivated a dedicated readership who count on him to deliver breaking recruiting news before anyone else. Not a “fan” blog, Pittsburgh Sports Now goes beyond the amateur analysis often found in the Pittsburgh blogosphere to deliver breaking news and exclusive interviews not found anywhere else.   --- ### Taboola Signs New Deal with Cox Media Group; Announcement Culminates 10-Year Partnership URL: https://www.taboola.com/press-releases/coxmediagroup/ Last Modified: 2022-07-19 13:04:14 Leading Integrated Media Company Selects Taboola as Exclusive Recommendations Provider, Extends Long Term Partnership, Sees 203% RPM Uplift from Read More Feature New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a renewed one-year deal with Cox Media Group, the industry-leading integrated media company delivering content to more than 60 million viewers through television, radio stations, streaming and digital platforms as well as local, regional and national advertising businesses. This will be the 10th year that Taboola has provided audience recommendations to readers of Cox Media Group digital properties. In 2022, Cox Media Group began utilizing Taboola’s Read More feature, which helps publishers engage mobile users before they bounce by raising the visibility of below-article units higher up on the page while enabling interested users to continue reading the full article. Since its implementation, Read More has delivered a 203 percent mobile ad revenue uplift for Cox Media Group. "Our renewed deal with Taboola speaks to the strategic value of our long-standing relationship,” said Joe Weir, SVP at Cox Media Group. “Taboola’s commitment to ongoing releases of innovative offerings provide ways to drive monetization and engagement. Our companies work well together to achieve mutual goals, and through this relationship, we’ve been able to hit our new benchmarks.” “As we hit the decade mark together, Cox Media Group has shown a willingness to adopt new Taboola innovations, insights and tech that contributed to their rapid growth. Local news continues to be critical, and the massive reach of Cox Media Group’s local news network is especially important,” said Adam Singolda, CEO at Taboola. “Their mission to inform, entertain and elevate diverse audiences and communities is remarkable. Playing a part in Cox Media Group’s mission and continued growth, while also becoming their longest-standing partner in our space, is a testament to the mutual trust we’ve developed.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About Cox Media Group CMG Media Corporation (d/b/a Cox Media Group) is an industry-leading media company with unparalleled brands, award-winning content, and exceptional people. CMG provides valuable local content to viewers in the communities in which it serves. The company’s operations primarily include 33 high-quality, market-leading television stations in 20 markets, 53 top-performing radio stations delivering multiple genres of content in 11 markets and numerous streaming and digital platforms. CMG’s portfolio includes primary affiliates of ABC, CBS, FOX, NBC, Telemundo and MyNetworkTV, as well as several valuable news and independent stations. Additionally, the company also offers a full suite of national, regional, local and digital advertising services with CMG Local Solutions, CoxReps and Gamut. For more information about CMG, visit www.coxmediagroup.com. --- ### Taboola Signs New, Five-Year Exclusive Deal with Gray Television to Power Recommendations Across Several Top-Rated Local Broadcast Properties and Digital Assets in 113 U.S. Television Markets URL: https://www.taboola.com/press-releases/graytv/ Last Modified: 2022-07-12 13:03:24 Leading Television Broadcast Company Selects Taboola to Increase Engagement and Boost Monetization  New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new five-year agreement with Gray Television, the largest owner of top-rated local television stations and digital assets in the United States.  Under the agreement, Gray Television will now leverage Taboola Feed across all of its digital properties, including on the Homepages of its more than 100 websites. The Taboola Feed is a seamlessly integrated feed that provides readers with personalized content, including video, for a more engaging experience. This agreement builds on a more than 9-year partnership between Taboola and Meredith Local Media, which Gray acquired on December 1, 2021. In addition, Gray will test additional Taboola offerings including Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from more than 500 million daily active users, along with Homepage For You, a capability that helps editors power their homepages, to capture attention by leveraging Taboola’s advanced A.I. and proven recommendation platform – the same technology used by over 9,000 global publishers.  “More viewers than ever before are consuming Gray’s content daily across multiple platforms. We consider the experience of each user to be of greatest importance, and we made the switch to Taboola not only for their expansive technology offerings, but their commitment to supporting local journalism,” said Mike Braun, SVP and Chief Digital Officer at Gray Television. “We’re excited to consolidate our approach to recommendations with a trusted partner like Taboola and serve every audience member who engages with our content in a more personalized way.” “Gray is a pioneer and leader in local news that has kept pace with the ever-changing media landscape,” said Adam Singolda, CEO at Taboola. “We are thankful for the vote of trust they have placed in us to power their recommendations, their expansion to use Taboola offerings across their entire organization, and the trust we have developed over a substantial 9-year relationship with Meredith’s television stations. We look forward to growing and innovating together.”  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.       --- ### Taboola Completes Acquisition of Gravity R&D, Adding New R&D Hub and Accelerating Product Development Related to AI and Personalization URL: https://www.taboola.com/press-releases/completedgravityacquisiton/ Last Modified: 2022-07-11 05:00:19 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has completed its previously announced acquisition of Gravity R&D. The transaction brings Gravity R&D, a leading personalization technology company founded in data science to Taboola and adds the technology and the award-winning team behind Yusp to Taboola’s technology. Previously, Gravity R&D founders had tied for first place for the Netflix Prize, a public competition to find a team to improve Netflix’s recommendation technology. Yusp is used by leaders in retail, e-commerce, and digital media including N11, Kaunet, GoShop, La Vanguardia, and Deutsche Telekom Hungary to provide personalized offers to customers to drive sales, increase average order sizes, build customer loyalty and create more positive user experiences. With the acquisition of Gravity R&D, Taboola is adding a new research and development hub in Gravity R&D’s headquarters in Hungary. “Personalization is what continues to add true value to our recommendations,” said Adam Singolda, CEO and founder, Taboola. “The world-class team behind Gravity R&D has spent years perfecting personalization as it relates to recommendations, making them a natural fit to join the Taboola family. Moving forward, we see immense value in their expertise and exciting new potential to attract new technology talent via a new research and development hub in Hungary as well.” Terms of the private deal were not disclosed. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). Forward-looking statements are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to the expected benefits to the Gravity R&D acquisition to the Company. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, the proposed acquisition and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-1 (as amended or supplemented, including in any related prospectus) and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Announces New, Exclusive Two-Year Deal with MediaNews Group, Extending Partnership with Tribune Publishing to 10 Years URL: https://www.taboola.com/press-releases/medianewsgroup/ Last Modified: 2022-07-07 09:00:25 Taboola to Power Recommendations Across Several Top U.S. Sites Including the Chicago Tribune, the Baltimore Sun, LA Daily News, the Boston Herald and more New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new two-year deal with MediaNews Group. The agreement also officially extends Taboola’s multi-year partnership with Tribune Publishing to 10 years. Tribune Publishing was purchased by MediaNews Group’s majority owner, Alden Global Capital, in 2021. Under the agreement, MediaNews Group will incorporate Taboola Feed, a seamlessly integrated feed that provides readers with personalized content for a more engaging experience. Tribune Publishing has previously leveraged Taboola Feed across its network of sites including the Chicago Tribune, the Baltimore Sun, the Orlando Sentinel, Virginia’s Daily Press and more. Taboola will now be MediaNews Group’s new partner for all sites including LA Daily News, Colorado Daily, the Boston Herald and the Saratogian, among others. MediaNews Group will also explore the option to adopt additional Taboola offerings including high impact mid article placements, which provide new opportunities for brand advertisers to tap into their large audiences in brand safe and highly visible formats. Additionally, MediaNews Group will consider integrating Homepage For You, a new capability that helps editors power their homepages, their most visited and prominent section of their website, to capture attention by leveraging Taboola’s advanced A.I. and proven recommendation platform – the same technology used by over 9,000 global publishers. Brian Vigil, Senior Director of Product at MediaNews Group said: “Upon becoming affiliates and working more closely with Tribune Publishing – which came with many opportunities, including expanded readership across the U.S. – we realized how important it is to find a single vendor that was a clear leader in recommendations to unify our approach to growth. We’ve seen firsthand how Taboola has successfully worked with Tribune Publishing to keep readers engaged while also finding new ways for their business to succeed, so we’re especially excited for our complete transition over to Taboola.” “MediaNews Group and Tribune Publishing have a noteworthy mission of bringing local news that informs and inspires to a massive audience in the U.S.,” said Adam Singolda, CEO and founder at Taboola. “The relationship that continues with MediaNews Group is built on years of trust that we've established with Tribune Publishing to support that readership with recommendations that can help the publishers grow. We are pleased to continue to work with such well-known names in news, and add even more reputable sites to our roster.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About MediaNews Group MediaNews Group (MNG) is a Denver, Colorado-based newspaper publisher, with local news and information websites and mobile apps offering rich multimedia experiences for communities across the nation. A leader in local, multi-platform news and information, MediaNews Group is distinguished by its award-winning, original content and high quality, diversified portfolio of local media assets. Transforming the future of media, the company prides itself on sharing engaging stories that inform, inspire, and connect with readers across a diverse collection of trusted local media brands.     --- ### Kantar Study Finds Video Advertising in Native Environments Outperforms Social Media for Improving Brand Favorability and Consideration, Native Videos Ads Boost Brand Awareness by 26% as Part of Larger Media Mixes URL: https://www.taboola.com/press-releases/kantarnativeads/ Last Modified: 2022-06-28 15:00:44 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the results of an independent Multichannel Brand Impact study from Kantar, the world’s leading data, insights and consulting company. eMarketer forecasts show digital ad spending in the U.S. will reach $270B in the U.S. by 2023 and video plays a significant factor–more than half of marketers cite video as their most valuable ad format overall. The Kantar Multichannel Brand Impact study measured the effectiveness of video advertising within native environments against other environments, as it relates to helping reach brand impact goals. Key findings include: - Native video ads in the open web have a stronger impact on brand favorability and consideration than social or video platforms. 59% of study participants that received a native video ad exposure expressed brand favorability, compared to 50% for social platform exposures and 51% for video platform exposures. - Brand awareness improved by 26% when adding native video ads in the open web to a marketing mix. When study participants were shown native video ads, 33% displayed top-of-mind awareness – compared to just 14% of the control group. When native video ads were combined with social platform video ads, top-of-mind awareness rose to 49%. “Video ads continue to prove valuable to brands, especially as TV dollars are moving to digital,” said Adam Singolda, CEO and founder, Taboola. “With industry estimates indicating that video advertising in the U.S. will reach nearly $50B this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages. What the Kantar study and our client work spotlight is that native video ads on Taboola High Impact Placements (HIP) are an essential part of a successful media mix. We provide the editorial environments that people trust, on a massive scale, so brands can amplify their efforts with Taboola.”   About the Kantar Multichannel Brand Impact study Kantar tested the impact of exposure to an online video ad across multiple digital media channels: a native advertising platform, a social platform and a video streaming platform. To do this, the study used Kantar Context Lab, one of Kantar’s ad effectiveness measurement solutions. Several matched groups of adults were exposed to the same video ad, each group in a specific digital placement and platform. Two groups of respondents were exposed to the video ad across platforms, one group with a combination of exposures of native and social and another group with a combination of native and video platforms to measure also the impact of combined exposures. A matched control group was not exposed to the video ad in the research and served as a baseline benchmark. The study measured three types of brand awareness: Top-of mind brand awareness: Does the brand come to mind first when thinking of companies in its category? Total unaided awareness: Does the brand come to mind at all when thinking of companies in its category? Online ad awareness: Does the participant recall seeing the ad? Kantar then compared the differences in awareness and predisposition in each exposed group vs. the control group. This unearthed the impact of the video ad exposure in each digital placement and platform.     About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola to Acquire Gravity R&D, Founded by The AI Engineering Team that Won The Netflix Recommendation Prize; Adds New R & D Hub in Hungary to Accelerate Product Development URL: https://www.taboola.com/press-releases/taboola-to-acquire-gravity-rd/ Last Modified: 2022-05-26 13:10:47 Acquisition will be used to advance AI, SmartBid and eCommerce personalization New York, NY -- Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has entered into a definitive agreement to acquire Gravity R&D, a leading personalization technology company founded in data science. Gravity R&D’s core offering, Yusp, is used by leaders in retail, e-commerce, and digital media to provide personalized offers to customers to drive sales, increase average order sizes, build customer loyalty and create more positive user experiences. Yusp’s technology is built on proprietary algorithms that focus on deep learning for personalization – coupling contextual data and brands’ first party data to make recommendations for shoppers. Gravity R&D was founded in 2007 by experts in algo, deep learning and data science. Its founders, which are still part of Gravity R&D today, had tied for first place for the Netflix Prize, a public competition to find a team to improve Netflix’s recommendation technology. Gravity R&D has customers in more than 20 countries and currently powers more than 35 billion recommendations each month for leaders in retail, e-commerce and digital media including N11, Kaunet, GoShop, La Vanguardia, and Deutsche Telekom Hungary. As part of the pending acquisition, Taboola will create and invest in a new research and development hub in Gravity R&D’s headquarters in Hungary. The acquisition is part of Taboola’s stated goal of investing $100 million annually into R&D. “Our investments in technology, both in team and products behind it, are what continues to give Taboola a strategic advantage,” said Adam Singolda, CEO and founder, Taboola. “Welcoming the Gravity R&D to our family means Taboola grows its ability to make more sophisticated recommendations and do more in areas like dynamic creative optimization and personalization, to drive better outcomes for advertisers–especially those in retail and e-commerce. With a highly skilled team that has spent years perfecting this technology, there was no company better suited to help us succeed in this area.” “The competitive battlefield for customers in the retail, e-commerce and connected TV arenas continues to revolve around customer experience and personalization,” said Domonkos Tikk, CEO, Gravity R&D. “We’ve spent the past 12 years developing the technology to make brands’ lives easier and with Taboola, we’re excited to bring that technology to a massive new customer base.” The private transaction, terms of which are not being disclosed, is subject to customary conditions and expected to close in the second quarter of 2022.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). Forward-looking statements are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, the proposed acquisition of Gravity R&D, whether it will occur on the currently expected timing and terms or at all,  and its expected benefits to the Company. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, the proposed acquisition and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Signs Three-Year Exclusive Deal with Penske Media Corporation (PMC) to Power Recommendations Across Several Top Sites Including Rolling Stone, Billboard, BGR, Variety, Hollywood Reporter, Deadline and more URL: https://www.taboola.com/press-releases/pmc/ Last Modified: 2022-05-10 13:01:08 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a new three-year deal with Penske Media Corporation (PMC), a leading independent global media and information services company that reaches a monthly audience of more than 310 million readers. Under the agreement, PMC will now leverage Taboola Feed, a seamlessly integrated feed that provides readers with personalized content for a more engaging experience, and video, into its family of websites. These sites include: Rolling Stone, Billboard, BGR, Variety, Indiewire, Hollywood Reporter, Deadline, Footwear News and TV Line. The company will also utilize Taboola News, which will feature PMC content in front of Taboola’s large scale of readers across mobile devices. With these Taboola offerings, PMC aims to grow engagement and audiences across its sites, as well as feature innovative new ways to boost monetization across its portfolio of websites. PMC has also leveraged Skimlinks offerings to help drive and open up new ecommerce opportunities. Previously, Taboola announced a long-term deal with She Media, part of PMC. “As our readership grows, it was important to find a partner who can support our evolution in every regard. In Taboola, we found a technology company we not only trust but whose comprehensive offerings keep our readers engaged, and open new avenues to grow our business," said PMC's Chief Digital Officer, Craig Perreault. Adam Singolda, Founder and CEO, Taboola said: “PMC has shown they are a must-read destination for people who are passionate about the latest in entertainment, lifestyle and technology news. Their vision is truly holistic and looks at growth from all angles and we are grateful to power many parts of it – from audience engagement to monetization and ecommerce. This long-term deal is a testament to why publishers continue to choose Taboola for our unique technology and expert team.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. About Penske Media Corporation Penske Media Corporation (PMC) is a leading independent global media and information services company whose award-winning content attracts a passionate monthly audience of more than 310 million. Since 2004, PMC has been a pioneer in digital media and a platform innovator, reaching viewers on all screens across its ever-growing constellation of iconic brands, which includes Deadline, Variety, Rolling Stone, SXSW, The Hollywood Reporter, Billboard, WWD, SHE Media, Robb Report, Sportico, BGR, ARTnews, Art in America, Fairchild Media, Spy.com, among many others. PMC’s journalists and content creators deliver daily the most comprehensive news and information in their industries and areas of coverage, unequaled in ambition, depth, and courage. Headquartered in New York and Los Angeles with additional offices in 14 countries worldwide, PMC believes companies should not only be profitable but also forces for good. To learn more about PMC, our 2% Foundation, and our portfolio of brands, please visit: http://www.pmc.com/.   --- ### Taboola Grows its Brand Safety Certifications to Work with Leaders Including IAS, DoubleVerify, Newsguard, TAG, IAB UK; Taboola Content Review Team Grows to Review More Than 64 Million Items a Year For Advertisers  URL: https://www.taboola.com/press-releases/brand-safety/ Last Modified: 2022-05-04 13:02:54 New York, NY  Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced growth for its trust portfolio which includes new and existing third party accreditations, as well as content moderation advancements, focused on brand safety and suitability.  Taboola’s brand safety certifications and partnerships empower advertisers to spend with confidence on Taboola, ensuring ads run on trusted publisher sites, brands can control the environments where ads run, and that they are working with a technology partner that has been independently verified to adhere to best practices in brand safety and suitability. Taboola has dozens of external partnerships, certifications and accreditations which add to an already robust internal investment in brand safety, named Taboola Trust. The Taboola Trust team is made up of 55 full time content reviewers across the globe which review and re-review advertiser content across thousands of criteria in 13 different languages. In 2021, Taboola’s content review team reviewed more than 64.5 million items, and has seen an 212% increase in activity year-over-year.  Taboola’s trust portfolio includes new and existing partnerships with the world’s leading third party experts in brand safety and suitability, including: - Integral Ad Science (IAS): Working with the global leader in digital ad verification to introduce the first-ever integration to directly apply pre-bid brand safety within a native discovery platform. With this integration, performance advertisers have the ability to achieve their marketing goals across Taboola’s large audience. - IAB Tech Lab: Taboola has achieved the Open Measurement for Web Video certification by the IAB Tech Lab, a consortium of digital publishers, ad technology firms, and agencies that focuses on solutions for brand safety and more. This new certification verifies that all video ads that run via Taboola publisher sites can be measured against IAB’s widely adopted standards. The world’s leading brands and media agencies require their technology partners to adhere to these standards. - IAB UK: Achieving a Gold Standard 2.0 Certification by the United Kingdom’s industry body for digital advertising. By achieving this certification, the IAB has verified Taboola, through a thorough vetting process, as a technology provider that upholds high standards in brand safety, user experience and more. - Newsguard: Taboola has access to publisher trust ratings from Newsguard, a leading technology tool that verifies the credibility of publishers. These independent ratings are made possible by Newsguard’s wide roster of trusted journalists that assess publishers against a wide range of criteria including credibility and transparency. Taboola relies on Newsguard in addition to its own content review teams. - DoubleVerify (DV): Taboola’s advertiser partners have access to DV’s standard brand safety and suitability targeting technology, allowing for control over the quality of where their ads are placed. These settings can be customized by advertisers based on DV’s deep ontological expertise and industry-leading brand safety and suitability controls. - TAG: Taboola has been awarded the TAG Brand Safety Certified Seal from the Trustworthy Accountability Group (TAG), an organization that works to increase trust and transparency in digital advertising. Taboola was required to prove it was safe for brands through a variety of measures, including having a robust policy, transparency around content moderation, and thorough validation. “We set rigorous standards for ourselves when it comes to brand safety, suitability and transparency,” said Adam Singolda, CEO and founder, Taboola. “Internally, that means a large investment in a team that works around the clock to make sure that our publishers and advertisers are in line with policies. This human element is extremely important because no A.I.-only approach to content review will ever be enough. Externally, we’re fortunate to work with a growing list of the leading names in brand safety and suitability. We’re giving advertisers and publishers peace of mind that their partnership with Taboola will thrive, in the right way.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.     --- ### Taboola and the Ströer Content Group extend exclusive partnership until 2028 URL: https://www.taboola.com/press-releases/taboola-and-the-stroer-content-group/ Last Modified: 2022-04-28 09:00:47 Taboola (NASDAQ: TBLA), a global leader in recommendations for the open web that helps people discover things they might like, and Ströer Content Group GmbH, home of Ströer's digital publishers, including the well-known and high-reach brands around t-online, GIGA and Watson announced a new, exclusive partnership. This new deal brings the total term of the exclusive partnership past the eleven-year mark and  continues to focus on the implementation of many offerings across Taboola product portfolio, such as the recently introduced AI-based personalization technology Homepage for You.   The partnership between Taboola and the Ströer Content Group started in 2017 with the integration of recommendations on the news portal t-online.de, which has the widest reach in Germany, and other popular brands from the Ströer Content Group. The t-online.de team was the first publisher in the EMEA region to use Taboola Newsroom, an offering that provides unique insights, sourced from Taboola’s dataset of 500 million daily active users to inform editorial decisions, in their daily editorial work. More than 100 editors have used Newsroom’s real-time insights and topic trends for data-based optimization of editorial contributions every month. Taboola is also supporting the T-Online project team in redesigning the page with data insights for the new beta page, including its "front page". Marc Schmitz, CEO of the Ströer Content Group, added: “Taboola has been an important, strategic partner for us for years. We share the same innovative spirit, because we want to make our brands as attractive as possible and inspire end users with our content in the long term. To do this, we need a strong partner who understands us and implements our needs in the development of new publisher products. The past few years have shown that Taboola has the professional and technical ability to successfully strengthen the position of independent publishing offers on the open web with highly effective products and tools. I thank Adam Singolda for his tireless work and our friendly exchange. I'm excited to see how the latest Taboola products will enrich our teams and portfolio." “Marc and his team impressively show what successful publisher brands have to look like today in order to keep readers on their pages and inspire them in the long term. With the high-reach portals t-online.de, GIGA and Watson, Ströer has built indispensable media brands that are particularly popular with a very diverse group of readers," says Adam Singolda, CEO and founder of Taboola. "I am grateful for the trust that Marc and his team will continue to place in us over the next 5 years, thereby reinforcing our 10-year collaboration." ### About Taboola Taboola powers recommendations for the open web and helps people discover things they might like Taboola's artificial intelligence platform is used on websites, digital devices and mobile apps to deliver content monetize and increase user engagement Taboola has long-term partnerships with some of the world's leading digital properties such as BBC, CNBC, Business Insider and The Independent. In DACH with Ströer Content Group, Bauer Media Group, Frankfurter Allgemeine Zeitung, Süddeutsche Zeitung, Sport 1 and krone.at, among others. Over 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. With the acquisition of Connexity in 2021, Taboola is a leading provider of e-commerce recommendations with more than 1 million transactions per month. Leading brands such as Walmart, Macy's, Wayfair, Otto and eBay are among the most important customers.  Find out more at www.taboola.com/de and follow @TaboolaDACH on LinkedIn ### Disclaimer - Forward-Looking Statements In this release, Taboola (the "Company") may make certain statements that are not historical facts and relate to analysis or other information based on forecasts or future results. Examples of such forward-looking statements include, but are not limited to, statements about future prospects, product development and business strategies. Words like "expect", "estimate", "design", "budget", "forecast", "foresee", "intend", "plan", "can", "will", "could", "should", "believe", "predict", "potential", "continue" and similar expressions are intended to identify such forward-looking statements. However, they are not the only means of identifying such statements. By their nature, forward-looking statements involve risks and uncertainties, both general and specific, and there is a risk that the predictions, forecasts, projections and other forward-looking statements will not materialize. Readers should be aware that a number of factors could cause actual results to differ materially from the plans, goals, expectations, estimates and intentions expressed in such forward-looking statements, including the risks, listed under “Risk Factors” in our registration statement on Forms F-1 and F-4 and our other filings with the SEC. The company cautions readers not to place undue reliance on any forward-looking statements, which speak only as of the date they are made. The Company undertakes or accepts no obligation or undertaking to release any updates or revisions to any forward-looking statement to reflect any change in expectations or any change in events, conditions or circumstances on which any such statement is based.     --- ### Taboola’s Creative Shop Reaches Second Year Milestone, Supporting More Than 500 Top Advertisers Including Lowe’s, eToro, AIG, KIA, Sciplay, MVF and ERGO URL: https://www.taboola.com/press-releases/creativeshop/ Last Modified: 2022-04-13 13:00:25 New York, NY – Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a major adoption milestone for the Taboola Creative Shop, the first global program to help brands and media agencies execute and optimize advertising campaigns that run on its network. Since launching two years ago, more than 500 of the world’s top brands and agencies have chosen the Taboola Creative Shop to increase the impact of their Taboola campaigns, driving both brand and performance advertising goals.  Launched in 2020, the Taboola Creative Shop leverages data from hundreds of thousands of successful advertising campaigns that have run on Taboola’s massive network of premium publishers, as well as thousands of ongoing A/B tests. It couples this massive dataset with a team of data analysts, content strategists, copywriters, graphic designers and video editors to give brands the strategies and assets needed to drive significantly more results for brand or performance advertising goals. New customers added to the Taboola Creative Shop in 2021 include Lowe’s, eToro, AIG, KIA, Sciplay, MVF and ERGO. Through its offerings, the Taboola Creative Shop works with clients to improve their creative performance, helping select advertisers achieve their goals. Lowe’s utilizes the Taboola Creative Shop for both video and content campaigns, leveraging insights and best practices to produce motions ads, images and copy. Additionally, the program helped AIG achieve higher conversion rate from their video campaign by adapting assets and adding features to attract attention from users, as well as increase clicks to their landing page. “The Creative Shop continues to couple our massive reach for advertisers with insights and guidance that are unique to Taboola, resulting in clear results for brands and media agencies. Over the past 2 years, we’ve seen the Creative Shop continue to grow to serve nearly every type of modern brand, to run campaigns that are effective and drive meaningful results regardless of desired outcome. Through this program, we are grateful to be even closer partners with the world’s top brands,” said Adam Singolda, CEO, Taboola. Supporting quotes “Lowe’s has benefited greatly from the Taboola Creative Shop. There have been several instances where they were able to produce cutdowns of long-form videos when our creative team did not have the bandwidth. Leveraging animated stills to compliment standard units has also boosted performance against our main ROAS KPI by nearly 100%. In addition, the Title Analyzer is a very useful tool for sorting a list of headlines by highest to lowest predicted CTR and has certainly come in handy more than once,” said the Lowe’s team.  “The Taboola Creative Shop is a key element in the success we see with running video campaigns on the Taboola network. Their ability to produce different formats at a very fast pace and adapt our creatives to achieve a “brandformance” KPI based on our needs at AIG has been crucial. I’m confident we will continue to utilize this great service with our future campaigns,” said Anat Mizrach Lachman, Head of Marketing, AIG, IL. ''I have always been super impressed whenever I've worked with Taboola's Creative Shop - I like to think I know our campaigns pretty well, but they always manage to find new insights that I hadn't considered before, and have played an important role in ensuring our creative remains at the cutting edge. Our recent workshop was an excellent example of this, with constant lightbulb moments that left the team and me feeling inspired and motivated to start testing new ideas!'' said Luke Watkin, Head of Native Advertising at MVF. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 15,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Altice News Selects Taboola to Exclusively Power Recommendations Across Digital Platforms, Including News 12 Networks, In New Multiyear Deal URL: https://www.taboola.com/press-releases/alticeandtaboola/ Last Modified: 2022-04-05 09:00:11 Altice News to Use Taboola Recommendations, Including Video, to Increase Audience Engagement and Monetization New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new, multiyear deal with Altice News, the News division of broadband communications and video services provider Altice USA, which   delivers award-winning local, national and international news content to viewers across the globe through its News 12 Networks, Cheddar News and i24NEWS brands.  With this new deal, Altice News will continue to leverage Taboola offerings across its vast network of digital properties covering local news, finance, business, education and more. This includes News 12 Networks, the leader in hyperlocal news, including weather and traffic in the tri-state area and RateMyProfessors, a leading review site focused on the education space. This is an extension of a longstanding partnership between Altice News and Taboola.  Altice News will continue to tap several Taboola products across these networks, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content and advertisements, to generate meaningful revenue and increase audience engagement. The partnership includes a heavy emphasis on Taboola video offerings, giving Altice News the ability to drive more engagement and revenue across their entire portfolio.   “As a leader in the news space, reinvention and innovation are part of Altice News’ core mission and we are constantly looking for ways to improve our digital properties, which reach large audiences every day,” said Kevin O’Reilly, COO, Altice News & Advertising. “For years, Taboola has given us the ability to drive more personalized engagement across an extremely diverse lineup of properties. Based on this long track record of success, we are pleased to extend our relationship with Taboola to harness more of their offerings.”  “Altice News brands are a trusted source and has significantly grown its footprint in delivering content in business, finance and education. Their mission of bringing people closer together through news content and staying in tune with readers is noteworthy,” said Adam Singolda, CEO and founder, Taboola. “For many years, we’ve been fortunate to work side-by-side with Altice News to learn and accelerate growth with offerings like Taboola video.”  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers.  Learn more at www.taboola.com and follow @taboola on Twitter.  Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.         --- ### Taboola and Le Point renew their exclusive partnership until 2025 URL: https://www.taboola.com/press-releases/taboola-and-le-point-renew-their-exclusive-partnership-until-2025/ Last Modified: 2022-03-23 13:21:24 Taboola, (Nasdaq: TBLA) a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the renewal of its exclusive partnership with Le Point until 2025. A leading news player in France, Le Point attracts audiences of high-income audiences and category leaders and has more than 44 million unique visitors each month*.  By partnering with Taboola, Le Point continues to drive subscribers, engage new audiences and increase the average revenue per page. As an extension of their exclusive partnership since 2018, Le Point relies on Taboola tools (including Taboola Feed) to provide an optimal experience for its readers on its various platforms. This exclusive partnership will boost engagement and the help the publisher find brand new audiences. Taboola has contributed to Le Point's strong digital momentum over the past 4 years by providing an additional means of audience development. The quality of this partnership has allowed, among other things, an increase in the recirculation of audiences within Le Point's digital platforms as well as an increase in the average revenue per page visited. By personalizing the content offered to each reader using Taboola tools, Le Point can better enhance and adapt the advertising experience for readers. The publisher will also continue to use Taboola Newsroom, an editorial tool that has helped Le Point better understand its audiences and plan its coverage. Renaud Grand-Clément, President of Le Point said: "We are pleased to renew our partnership with Taboola until 2025. Over the past four years, we have been able to test the reliability and commitment of this partner at our side. The performance of the tools and the quality of the support provided by Taboola's teams will enable us to achieve the objectives we have set together in terms of subscriber acquisition, audience and revenue. "We are very proud to announce the renewal of this partnership with Le Point. As a longterm partner, we've grown as they've grown their massive readership base and become closer through offering ways to plan editorial via Taboola Newsroom, open up new ways to monetize, and overall increase personalization for their readers," said Adam Singolda, founder and CEO of Taboola. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   * Mediamétrie 2021 data --- ### Taboola announces exclusive partnership with Indonesian publisher KapanLagi Youniverse URL: https://www.taboola.com/press-releases/taboola-announces-exclusive-partnership-with-indonesian-publisher-kapanlagi-youniverse/ Last Modified: 2022-03-16 14:13:21 Taboola, (Nasdaq: TBLA) a global leader in powering recommendations for the open web, helping people discover things they may like, today announced an exclusive partnership with KapanLagi Youniverse (KLY), one of the largest publishing conglomerates in Indonesia. KLY is one of the largest lifestyle, news and entertainment online media offerings in Indonesia, with more than 110 million monthly unique visitors and 50,000 articles produced each month. KLY has signed a two-year strategic partnership with Taboola, which will see the publisher implement several Taboola products, including Taboola Video, Taboola Newsroom and its integrated Feed with a mid-article unit, which provides readers with personalised content and targeted ads to increase engagement and revenue opportunities. As part of the agreement, KLY will integrate Taboola Newsroom, an offering that provides unique insights, sourced from Taboola’s dataset of 500 million daily active users, to find ways to create more engaging content and drive traffic. The integrated Taboola News feed will enable users to access content recommendations, designed to boost engagement and drive digital growth. "We’re looking forward to working with Taboola to engage more actively with our audience. With millions of people turning to our site for updates, we want to ensure our readers are getting the best experience, every time, with a focus on content that is relevant to them. Taboola’s ability to enhance content discovery, coupled with its data-driven approach, will be critical to our strategic growth plans,” said Danny Purnomo, Deputy CEO of KLY. “We’re excited to partner with KLY, a key destination for news and entertainment in the Indonesian market,” said Adam Singolda, CEO and founder, Taboola. “KLY is really looking to drive growth opportunities by creating content that resonates more soundly with its audience. I’m confident that integrating Taboola technology will help KLY thrive, particularly as the demand for up-to-the-minute, engaging news content continues to grow.” Taboola has long-term partnerships with some of the top digital publishers in the world, including the BBC, The Independent, CNBC, and NDTV. The KLY partnership follows Taboola’s recent announcements of partnerships with NBA Philippines and the Bangkok Post, Thailand’s leading English-language news media. --- ### Taboola signs three-year deal with Insider; Announcement culminates decade-long partnership URL: https://www.taboola.com/press-releases/taboola-signs-three-year-deal-with-insider-announcement-culminates-decade-long-partnership/ Last Modified: 2022-03-15 13:56:24 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, today announced a renewed partnership with Insider, the popular global news and lifestyle publisher owned by Berlin-based Axel Springer. The new three-year deal marks a decade-long brand partnership in which Taboola has provided audience recommendations to readers and viewers of Insider. Since 2015, Insider has leveraged Taboola Feed, a seamlessly integrated tool that provides Insider’s audience with personalized content and targeted advertisements that generate both audience engagement and revenue for Insider. Since the partnership began, Insider has seen double-digit growth in both engagement of recirculated content and revenue. "Taboola has been a valued, long-standing partner of Insider,” said Barbara Peng, President of Insider Inc. “We’re delighted to deepen our relationship with Taboola, which has been a useful tool for our readers and viewers to discover interesting content from around the web. Taboola has ultimately helped us drive more valuable user engagement with our brand.” “Insider is a must-read for anyone who wants to discover their passions, whether in business, technology, arts, or entertainment,” said Adam Singolda, CEO at Taboola. “To play a part in Insider’s continued growth, while also becoming their longest-standing partner in our space, is a testament to the mutual trust and benefits we’ve developed. Our focus on technology innovation and delivering real value to Insider has been key to forging our 10-year partnership. I look forward to continuing to grow together with Insider and its team.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola and Ciaopeople sign a two-year agreement for content recommendation on the group's digital properties URL: https://www.taboola.com/press-releases/taboola-and-ciaopeople/ Last Modified: 2022-03-09 13:58:57 Taboola (TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, is pleased to announce an exclusive two-year partnership with CiaoPeople, Italy’s leading publishing group in the digital field, publisher of Fanpage.it, the Jackal, Cookies.it, Ohga.it, Kodami.it and Geopop.it. With its properties and digital magazines, the publishing group reaches 7 out of 10 Italians connected to the Internet monthly (source: Comscore Q3 2021) and can count on a social community of over 46 million users. Thanks to this new partnership, Taboola will have its products and formats available for Ciaopeople to integrate to build readership and improve site experience. The publisher will tap both Taboola Newsroom and Taboola Feed, which provides readers with personalized content and targeted ads to increase engagement and revenue opportunities. "We are very happy with this collaboration," said Fabrizio Barbato, CFO of Ciaopeople. "In fact, we have identified in Taboola, with its content recommendation platform, the right partner that allows us to achieve the correct balance between our monetization needs and the need to improve the engagement of our readers." “In addition to producing high quality journalism in local news, entertainment and lifestyle topics, Ciaopeople has succeeded in building a large audience especially with demographics of Millennials and Gen Z,” said Adam Singolda, CEO and founder, Taboola. “We are excited to build this long term relationship where Ciaopeople adapts our offerings for building readership, engagement, and insights across the board.””   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Fat Tail Investment Research partners with Taboola to boost email subscribers URL: https://www.taboola.com/press-releases/fat-tail-investment-research/ Last Modified: 2022-03-08 23:29:51 Fat Tail Investment Research adds more than 10,000 email subscribers with Taboola Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, recently executed a campaign for Fat Tail Investment Research to find new and innovative ways to reach its audiences. The campaign resulted in an increase of 10,000 email subscribers in just six months at a 15% lower CPA than its target, while the number of conversions increased month-over-month.  Fat Tail Investment Research’s mission is to help everyday Australians become better, happier, and more successful investors. The company has worked with Taboola for many years to access a network of premium publisher sites online and leveraged Taboola’s unique tools to reach those audiences. It is always looking for new and innovative ways to reach people interested in becoming better investors.  Fat Tail Investment Research worked with Taboola to launch a sponsored content campaign that offered lead magnets in the form of research reports and editorial pieces to attract subscribers to its free publications. In partnership with Taboola, Fat Tail Investment Research has been able to convert audiences on premium publisher sites to valuable leads and customers at scale, using both sponsored content and video ads. It has generated leads in the form of email subscriptions to free daily publications like The Daily Reckoning Australia and Money Morning.  Natalie Wood, Marketing Manager, Fat Tail Investment Research, said: “We’ve worked with Taboola for many years now. The dedicated account management team has continued to provide valuable support and recommendations that ultimately improve results across each campaign so we can continue to improve in our marketing activities. “This time around, we were looking to generate leads in the form of email subscriptions to two of our free daily publications, The Daily Reckoning Australia and Money Morning. That was our most important key performance indicator for the campaign. “The results speak for themselves. During the six months campaign we saw incredible growth in our email subscriptions, not to mention during this period our conversion rate doubled and our CPA reduced by 15%.” Adam Singolda, CEO and Founder, Taboola, said, “Fat Tail Investment Research is a well-known name in finance and has shown great, rapid growth by tapping into Taboola. They have been a longstanding partner that has shown great collaboration with our team, and over the years, we’ve seen them significantly boost subscriber counts and get more people interested in their offerings.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices, and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections, and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates, and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions, or circumstances on which any such statement is based.  --- ### E! Online Signs New Five-Year Partnership with Taboola to Power Recommendations Across its Digital Property URL: https://www.taboola.com/press-releases/e-online-signs-new-five-year-partnership-with-taboola-to-power-recommendations-across-its-digital-property/ Last Modified: 2022-03-01 14:00:20 Leading Entertainment Site Selects Taboola as Exclusive Third Party Mid Article Video Provider, Extends Long Term Partnership, Begins Testing New Taboola Offerings New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new five-year deal with E! Online, a global, multiplatform brand for all things entertainment, pop culture and lifestyle that reaches 1 in 3 U.S. adults on TV and/or digital in an average month. Under the deal, E! Online has selected Taboola as its new, exclusive third party provider of mid article video, providing new opportunities for brand advertisers to tap into E! Online’s large audience, in brand safe and highly visible formats. E! Online will continue to utilize Taboola Feed, a below article, seamlessly integrated feed that provides readers with personalized publisher content and initiatives, while also recommending engaging and valuable monetization elements. Additionally, to enhance user engagement, E! Online is testing Taboola Stories, an offering that helps publishers engage readers with the familiar user-adored social media “stories” format. “E! Online has built a must-read destination for entertainment and they have succeeded especially well in staying top of mind with young, influential readers,” said Adam Singolda, CEO and founder, Taboola. “Together, we’ve focused on a test and learn approach that has allowed us to mutually innovate and with new additions like mid article video and Taboola Stories, we are opening new, exciting opportunities. We are grateful for the trust they have put in us in the past and in the 5 years ahead.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Awarded IAB UK Gold Standard 2.0 Certification for Upholding High Standards of Brand Safety, Privacy and User Experience Across its Network URL: https://www.taboola.com/press-releases/taboola-awarded-iab-uk-gold-standard-2-0-certification-for-upholding-high-standards-of-brand-safety-privacy-and-user-experience-across-its-network/ Last Modified: 2022-02-16 12:32:28 New York, NY -- Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has been awarded the Gold Standard 2.0 Certification by the IAB UK, the United Kingdom’s industry body for digital advertising. By achieving this certification, the IAB has verified Taboola, through a thorough vetting process, as a technology provider that upholds high standards in brand safety, user experience and more. The Gold Standard 2.0 is part of IAB’s initiative to improve and safeguard the online advertising ecosystem. Started in 2017, it is recognized internationally as a leading initiative for raising the standards of the digital advertising industry for both brands and consumers. Leading advertisers such as Tesco, McDonald’s and Unilever have committed to work with Gold Standard certified suppliers, ensuring that their brands appear in premium, brand safe environments, and are respectful of user experience and privacy. To achieve Gold Standard certification, Taboola was required to meet rigorous standards across the four key areas addressed by the Gold Standard 2.0. including: - Reducing ad fraud: By implementing IAB Tech Lab’s ads.txt, sellers.json and Open RTB Supply Chain Object - Upholding brand safety: By obtaining TAG Brand Safety Certification, proving robust policy, transparency around content moderation, thorough validation and long-term commitment to compliance monitoring policies. - Improving user experience: By adhering to The Coalition for Better Ads (CBA) advertising standards and eliminating ad experiences that fall beneath the CBA’s threshold of consumer acceptability. - Ensuring compliance with the GDPR and ePrivacy law: By adopting IAB Europe’s Transparency Consent Framework (TCF). This achievement is part of Taboola’s ongoing commitment to improving standards across its network. In 2021, the company achieved Brand Safety Certification by TAG, complementing its pre-existing “Verified by TAG” status, and announced partnerships with leaders in brand safety and suitability such as IAS and MOAT. Chloe Nicholls, Head of Ad Tech, IAB UK said: “Congratulations to Taboola on becoming Gold Standard 2.0 certified. We conceived the Gold Standard to help build a better and more sustainable digital advertising ecosystem. This would not be possible without the commitment of companies like Taboola towards upholding robust standards and taking a leading role in pushing the industry to provide a better, safer experience for brands and consumers alike.” Adam Singolda, CEO and Founder, Taboola said: “The IAB has high standards when it comes to industry knowledge, expertise, and staying connected to what matters for advertisers, publishers and consumers. The fact that advertisers prefer to work with technology partners with their Gold Standard label speaks volumes. Having their third party, independent validation continues to reinforce Taboola’s ability to support our partners as they use our technology to reach a massive audience scale of more than 500 million daily active users, in a brand safe manner.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. About IAB UK The Internet Advertising Bureau (IAB UK) is the industry body for digital advertising, committed to building a sustainable future for digital advertising. We do this by bringing the industry together - with members including media owners, agencies and brands - to tackle and address the big issues, celebrate digital and help businesses prepare for the future. Visit the website. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication and any related discussion, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Signs AP to Three-Year Deal to Power Recommendations and Reader Insights with Taboola Newsroom URL: https://www.taboola.com/press-releases/taboola-signs-ap-to-three-year-deal-to-power-recommendations-and-reader-insights-with-taboola-newsroom/ Last Modified: 2022-02-08 13:54:16 New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new deal with The Associated Press (AP), a leading independent global news organization dedicated to factual reporting. This new agreement marks seven years that Taboola and AP have worked together. The news organization has utilized several Taboola products, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content and targeted advertisements, to generate meaningful revenue and increase audience engagement. In addition, AP will continue to use Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from more than 500 million daily active users. “We are pleased to continue our work with Taboola, whose end-to-end solution combines content recommendations with readership insights and new ways to monetize,” said Lloyd Pawlak, AP global director of commercial services. “The AP is one of the world’s fastest and most accurate news sources,” said Adam Singolda, CEO at Taboola. “Their journalism approach has high standards and we are grateful to mutually grow together over the past seven years. We are also grateful for their trust in our ability to keep audiences engaged and in our data to power nearly every aspect of their high caliber journalism–from ideation to validation.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Launches “Homepage For You” Artificial Intelligence Technology, Empowering Editors To Make Homepages as Personalized and Engaging as the World’s Top Social Apps; Offering Drives More Than 30% Increase in CTRs URL: https://www.taboola.com/press-releases/taboola-launches-homepage-for-you/ Last Modified: 2022-01-26 12:57:22 Leading publishers McClatchy, The Independent, Estado de Minas Among Early Users; Homepage For You Bolsters Taboola Newsroom Offering to Help Editors Compete Against Social Networks Through Personalization   Taboola, (NASDAQ: TBLA) a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new milestone for its publisher platform that adds A.I. to power editorial recommendations on publisher homepages, an offering already being used by some of the world’s leading digital properties. Editors continue to produce quality journalism at a time when reader attention is in constant competition from social networks, apps, games and other services. Homepage For You is a new capability that helps editors power their homepages, their most visited and prominent section of their website, to capture attention by leveraging Taboola’s advanced A.I. and proven recommendation platform--the same technology used by over 9,000 global publishers. Homepage For You supplements editors’ existing ability, as always, to own and curate their homepage experiences with a new A.I. layer that surfaces content readers might find more relevant and personalized to their interests. With it, publishers can continue to maintain their editorial integrity and brand voice,  while enabling readers to find more relevant content during every visit, resulting in increased readership and engagement. Leading global publishers including McClatchy, The Independent, and Estado de Minas are among early partners leveraging Homepage For You to improve homepage click-through rate (CTR), page views, bounce rates, and more. In a beta test, publishers saw a 30% - 50% increase in CTR for homepage sections personalized by Taboola. Homepage For You is part of Taboola Newsroom, an offering that provides unique insights, sourced from Taboola’s dataset of 500 million daily active users, which inform how to create more engaging content and discover new coverage areas that drive loyal readership. Homepage For You was built in collaboration with dozens of the world’s top publishers, based on feedback from working closely with editorial teams to understand their key priorities, concerns and business drivers across nearly every market. It is also part of Taboola’s $100M annual investment in R&D, adding to Taboola’s comprehensive product offerings that help publishers thrive via increased engagement and revenue opportunities. “With more than 89% of digital businesses investing in personalization, and social media platforms like TikTok using A.I. to engage younger audiences to discover videos, it’s clear that people love experiences made just for them,” said Adam Singolda, CEO and founder, Taboola. “If you open up a social media app, you are greeted with content you really want to see. For publishers, the most loyal readers are those who visit a homepage directly and look for editors to tell them what’s important for them to know. Taboola should bring A.I. to every homepage in the world, and help drive reader loyalty. With our proven recommendation platform and A.I., coupled with the rest of our publisher offerings, we are taking a truly holistic approach to drive faster and bigger growth to the open web, and our publisher partners.” "As more people rely on our network of properties for news, we want to ensure all readers get the best experience, relevant for them. Coupling the vast expertise of our newsroom with a data-driven approach to personalizing our homepages, using Taboola's advanced A.I. technology is going to be a game changer for us,” said Kristin Roberts, Senior Vice President for News, McClatchy. “Taboola has been a true strategic partner in helping us grow,” said Christian Broughton, Managing Director, The Independent. “There’s no ‘one size fits all’ approach to audience engagement, and Taboola’s ability to power key areas of our homepage and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success.” "When readers visit our homepage, they expect news that is interesting and catered to their interests," said Mayara Souza, Head of Product and Marketing, Estado de Minas. "Historically, we have used our editorial processes to decide this, but as we have grown, we have turned to Taboola's technology as a key component to personalize the experience. By doing this, we've promoted increased readership and a better overall experience." "NDTV's homepage reaches a large audience and therefore we are very deliberate in how we structure it," said Kawaljit Singh Bedi, Chief Technology & Product Officer, NDTV Group. "Taboola's technology has been unique in its ability to help us tailor content for our users, which increases engagement and gives our readers personalised content. We are also very impressed with how willing the Taboola team has been to work with our editorial teams to ensure all nuances of a large publisher are met ”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola launches Homepage For You, an AI technology that enables newsrooms to make homepages as personalized and engaging as the world's best social apps; the offer results in a more than 30 percent increase in CTRs URL: https://www.taboola.com/press-releases/taboola-launches-homepage-for-you-de/ Last Modified: 2022-01-26 08:28:22 Führende Verlage wie McClatchy, The Independent und Estado de Minas gehören zu den ersten Anwendern; Homepage For You erweitert das Taboola Newsroom-Angebot, um Redakteur:innen durch Personalisierung im Wettbewerb mit sozialen Netzwerken zu stärken Berlin / New York, 26. Januar 2022 - Taboola (NASDAQ:TBLA), ein weltweit führender Anbieter von Empfehlungen für das Open Web, der Menschen dabei hilft, Dinge zu entdecken, die ihnen gefallen könnten, hat einen neuen Meilenstein für seine Publisher-Plattform bekannt gegeben: KI wird nun auch für redaktionelle Empfehlungen auf Publisher Homepages eingesetzt, und zwar bereits bei einigen der weltweit führenden Digital Properties. Redakteur:innen produzieren trotz der ständigen Konkurrenz durch soziale Netzwerke, Apps, Spiele und andere Dienste weiterhin Qualitätsjournalismus; im unablässigen Wettbewerb um die Aufmerksamkeit der Leserschaft. Homepage For You ist eine neue Funktion, um Homepages durch den Einsatz der fortschrittlichen KI und der bewährten Empfehlungsplattform von Taboola  – dieselbe Technologie, die von mehr als 9.000 Verlagen weltweit genutzt wird – aufmerksamkeitsstark zu gestalten. Homepages zählen bekanntlich zu den meistbesuchten und prominentesten Bereichen einer Verlagswebseite. Homepage For You ergänzt die bestehenden Möglichkeiten der Redakteur:innen, wie immer über die Inhalte zu entscheiden, die auf ihrer Homepage erscheinen sollen, und fügt automatisch eine von Taboola betriebene KI-Ebene hinzu, um Dinge anzuzeigen, die für die Leser:innen relevanter sein könnten. Auf diese Weise behalten Verlage ihre redaktionelle Integrität, können aber jetzt KI nutzen, um das Beste aus dem Besuch eines Nutzers auf ihrer Homepage herauszuholen.  Führende globale Verlage verwenden Homepage For You bereits zur Steigerung der Click-Through-Rate (CTR), der Seitenaufrufe, zur Verringerung der Absprungraten und mehr. In einem Betatest konnten die Publisher einen Anstieg der CTR um 30 bis 50 Prozent für die mit Taboola personalisierten Homepagebereiche feststellen.  Homepage For You ist Teil von Taboola Newsroom, einem Angebot, das einzigartige Einblicke aus Taboolas Datensatz von 500 Millionen täglich aktiven Nutzer:innen liefert. Die Daten geben Aufschluss darüber, wie Redaktionen ansprechendere Inhalte erstellen und neue Themenbereiche entdecken können, die zu einer loyalen Leserschaft führen. Homepage For You wurde in Zusammenarbeit mit Dutzenden der weltweit führenden Verlage entwickelt, basierend auf Feedback aus dem engen Kontakt mit den Redaktionsteams. So konnten die wichtigsten Prioritäten, Anliegen und wirtschaftliche Einflussfaktoren in nahezu jedem Markt berücksichtigt werden. Es ist auch Teil der jährlichen Investition von Taboola in Forschung und Entwicklung in Höhe von 100 Millionen Dollar und ergänzt das umfassende Produktangebot von Taboola, das Verlagen hilft, durch mehr Engagement und Umsatzmöglichkeiten erfolgreich zu sein.  „Mehr als 89 Prozent der digitalen Unternehmen investieren in die Personalisierung, und Social-Media-Plattformen wie TikTok nutzen KI, um ein junges Publikum dazu zu motivieren, Videos zu entdecken. Es ist offensichtlich, dass Menschen Erfahrungen lieben, die nur für sie gemacht werden“, sagt Adam Singolda, CEO und Gründer von Taboola. „Wenn man eine Social-Media-App öffnet, wird man mit Inhalten begrüßt, die man wirklich sehen will. Bei Verlagen sind die treuesten Leser:innen diejenigen, die direkt eine Homepage besuchen und nach Redakteur:innen suchen, die ihnen sagen, was für sie wichtig ist. Deshalb soll Taboola auf jede Homepage der Welt KI einbringen und damit die Bindung zur Leserschaft fördern. Mit unserer bewährten Empfehlungsplattform und KI, gepaart mit unserem umfangreichen Publisher-Angebot, verfolgen wir einen wirklich ganzheitlichen Ansatz, um das Wachstum des Open Web und unserer Verlagspartner zu beschleunigen und zu steigern.“ „Da sich immer mehr Menschen auf unser Nachrichtennetzwerk verlassen, wollen wir sicherstellen, dass alle Leser:innen das beste, für sie relevante Erlebnis erhalten. Die Verknüpfung der enormen Expertise unserer Nachrichtenredaktion mit einem datengesteuerten Ansatz zur Personalisierung unserer Homepages mit Hilfe der fortschrittlichen KI-Technologie von Taboola wird für uns ein entscheidender Schritt sein“, sagt Kristin Roberts, Senior Vice President für Nachrichten bei McClatchy. „Taboola hat uns als echter strategischer Partner bei unserem Wachstum unterstützt“, sagt Christian Broughton, Managing Director bei The Independent. „Die Fähigkeit von Taboola, Schlüsselbereiche unserer Homepage und andere Bereiche unserer Webseite zu steuern, die riesigen Mengen an Leserschaftsdaten, die uns wertvolle Einblicke geben, und die partnerschaftliche Zusammenarbeit mit unserem Redaktionsteam sind einzigartige Bausteine für unseren gemeinsamen Erfolg.“ „Wenn Leser:innen unsere Homepage besuchen, erwarten sie interessante und auf ihre Interessen zugeschnittene Nachrichten“, sagt Mayara Souza, Leiterin der Abteilung Produkt und Marketing bei Estado de Minas. „In der Vergangenheit haben wir unsere redaktionellen Prozesse genutzt, um dies zu entscheiden, aber als wir gewachsen sind, haben wir die Technologie von Taboola als Schlüsselkomponente genutzt, um das Erlebnis zu personalisieren. Auf diese Weise konnten wir die Anzahl der Leser:innen steigern und das Gesamterlebnis verbessern.“ ### Über Taboola ### Taboola liefert Empfehlungen für das Open Web und hilft Menschen, Dinge zu entdecken, die ihnen gefallen könnten.  Die Plattform von Taboola basiert auf künstlicher Intelligenz und wird auf Webseiten, digitalen Endgeräten und in mobilen Apps genutzt, um Inhalte zu monetarisieren und Nutzerengagement zu steigern. Taboola unterhält langfristige Partnerschaften mit einigen der weltweit führenden Digital Properties, wie CNBC, NBC News, Business Insider und The Independent. In Deutschland u.a. Axel Springer mit Bild und Die Welt, Bauer Media Group, Sport 1, Ströer Content Group und Süddeutsche Zeitung.  Über 14.000 Werbetreibende nutzen Taboola, um täglich über 500 Millionen aktive Nutzer:innen in einer markensicheren Umgebung zu erreichen. Mit der Akquisition von Connexity in 2021 ist Taboola ein führender Anbieter von E-Commerce Empfehlungen mit mehr als 1 Million Transaktionen pro Monat. Führende Marken wie Walmart, Macy's, Wayfair, Otto und eBay gehören zu den wichtigsten Kunden.  Erfahre mehr auf www.taboola.com/de und folge @TaboolaDACH auf LinkedIn ### Haftungsausschluss – Zukunftsgerichtete Aussagen In dieser Mitteilung kann Taboola (das „Unternehmen“) bestimmte Aussagen tätigen, die keine historischen Fakten sind und sich auf Analysen oder andere Informationen beziehen, die auf Prognosen oder zukünftigen Ergebnissen basieren. Beispiele für solche zukunftsgerichteten Aussagen sind unter anderem Aussagen über Zukunftsaussichten, Produktentwicklung und Geschäftsstrategien. Wörter wie „erwarten“, „schätzen“, „entwerfen“, „budgetieren“, „prognostizieren“, „vorhersehen“, „beabsichtigen“, „planen“, „können“, „werden“, „könnten“, „sollten“, „glauben“, „vorhersagen“, „potenziell“, „fortsetzen“ und ähnliche Ausdrücke sollen solche zukunftsgerichteten Aussagen kennzeichnen. Sie sind jedoch  nicht das einzige Mittel zur Kennzeichnung solcher Aussagen. Zukunftsgerichtete Aussagen sind naturgemäß mit allgemeinen und spezifischen Risiken und Ungewissheiten behaftet, und es besteht das Risiko, dass die Vorhersagen, Prognosen, Projektionen und sonstigen zukunftsgerichteten Aussagen nicht eintreten. Die Lesenden sollten sich darüber im Klaren sein, dass eine Reihe von Faktoren dazu führen können, dass die tatsächlichen Ergebnisse erheblich von den Plänen, Zielen, Erwartungen, Schätzungen und Absichten abweichen, die in solchen zukunftsgerichteten Aussagen zum Ausdruck gebracht werden, einschließlich der Risiken, die unter „Risikofaktoren“ in unserer Registrierungserklärung auf den Formblättern F-1 und F-4 und unseren anderen bei der SEC eingereichten Unterlagen aufgeführt sind. Das Unternehmen warnt die Lesenden davor, sich in unangemessener Weise auf zukunftsgerichtete Aussagen zu verlassen, da diese nur zum Zeitpunkt ihrer Abgabe Gültigkeit haben/sich nur auf das Datum beziehen, an dem sie getätigt wurden. Das Unternehmen übernimmt oder akzeptiert keine Verpflichtung oder Zusage, Aktualisierungen oder Korrekturen von zukunftsgerichteten Aussagen zu veröffentlichen, um geänderten Erwartungen oder geänderten Ereignissen, Bedingungen oder Umständen, auf denen diese Aussagen beruhen, Rechnung zu tragen. Internationaler Pressekontakt:  Dave Struzzi, Director, Public Relations  Mail: press@taboola.com Phone: +1 646.963.5062     Pressekontakt Taboola DACH:  Talisman Kommunikation und Imagebildung  Heike Bedrich  M: +49.171.543 21 69  E-Mail: taboola@talisman-pr.de oder hb@talisman-pr.de   Zum Abmelden aus dem Presseverteiler senden Sie eine E-Mail an unsubscribe@talisman-pr.de   Taboola Germany GmbH c/o Mazars GmbH & Co. KG  Alt Moabit 2, 10557 Berlin  Amtsgericht Charlottenburg (Berlin) HRB194021 --- ### Taboola Renews Long-term Contract with Siamsport.co.th, Marking a 10-Year Partnership in Driving Recommendations and Revenue, Now Expanding to E-commerce URL: https://www.taboola.com/press-releases/taboola-and-siamsport/ Last Modified: 2022-01-12 13:59:58 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a renewal of its long-term partnership with Siamsport.co.th, Thailand's largest sports website, which receives 8 million readers per month, under Siam Sports Syndicate Public Company Limited. The deal marks a decade in partnership between Taboola and Siamsport.co.th, with the sports publisher among the first partnerships for Taboola in Thailand. With today’s news, Siamsport.co.th continues to use Taboola technology to power content recommendations on its highly visited sports destination, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content and targeted advertisements, to generate meaningful revenue and increase audience engagement. The publisher will also begin testing Taboola’s e-commerce offerings through its recent acquisition of Connexity, to enhance its revenue growth strategy as well. Mr. Vaksorn Lohtong, Managing Director of Siam Sport Digital Media Co., Ltd., stated, "We are pleased to continue our collaboration with Taboola. Taboola is a company with the expertise, technology, and insights to deliver and create an excellent audience experience. Taboola also provides a new e-commerce solution that will help to enhance our revenue growth strategy, build an audience base and new traffic from their global mobile device partner. Taboola’s tools empower editorial teams to improve contents with actionable data insights, drive sports marketing and help the brand’s entry into the e-sports market, a new community for the younger generation. This collaboration with Taboola will enhance our position as Thailand's leading sports company. Adam Singolda, CEO and founder, Taboola, said, “Siam Sports has built a strong legacy in providing comprehensive sports coverage for a large reader base in Thailand. Over our mutual decade-long partnership, they have shown real innovation in adopting new ways to grow, through recommendations, and most recently testing e-commerce solutions. We look forward to continuing to grow together.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola joins the FCP-Assointernet, The Federation of Advertising Concessionaires in Italy URL: https://www.taboola.com/press-releases/taboola-joins-the-fcp-assointernet/ Last Modified: 2022-01-11 14:45:14 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it joined the FCP-Assointernet assembly. The FCP Federation of Advertising Concessionaires, is the associative body that has gathered the best skills and experiences in the world of Italian advertising. The new partnership will enable Taboola to contribute to the performance and trends of advertising sales on the Open Web and to participate in working tables held by the FCP. Corinna Marrone Lisignoli, Taboola’s newest Publisher Sales Director in Milan, will be representing Taboola as part of the members of FCP-Assointernet.  Taboola will collaborate in the monthly data report of the FCP-Assointernet related to online advertising, which represents essential information to educate the market about the trends and evolution, and be part of the FCP-Assointernet associates which currently groups major premium publishers such as Cairo Rcs Media, 24 Ore System, Edizioni Condé Nast S.P.A, Hearst Italia, Manzoni, Mediamond, and many others.  The FCP-Assointernet collaborates with the most important organizations and associations working in the field of advertising in order to draft official documents for the regulation of new standards on issues related to Ad Verification, Brand Safety, Ad Fraud, and more. One of the most important results of this cooperation is the “White Paper on Digital Communication”.  “The FCP-Assointernet and Taboola share a common objective to empower advertisers and publishers,” said Adam Singolda, CEO and founder, Taboola. “We are pleased to team with their organization, which is focused on discussions about the future of our industry, and help to shape education on topics that are relevant to the Italian market.”   Informazioni su Taboola Taboola offre raccomandazioni in open web, aiutando le persone a scoprire contenuti di loro interesse. La piattaforma, basata su intelligenza artificiale, viene utilizzata su proprietà digitali, tra cui siti Web, dispositivi e app mobile, per incrementare la monetizzazione e il coinvolgimento degli utenti. Taboola ha stretto partnership a lungo termine con alcune delle principali properties nel settore dei media digitali nel mondo, tra cui CAIRORCS MEDIA S.p.A., CNBC, NBC News, Business Insider, The Independent ed El Mundo. Più di 13.000 inserzionisti utilizzano Taboola per raggiungere oltre 500 milioni di utenti attivi ogni giorno in un ambiente sicuro per i brand. L'azienda è presente in 18 città in tutto il mondo, tra cui New York e Tel Aviv. Ulteriori informazioni su https://www.taboola.com/it/ e su Twitter @taboola.   --- ### McClatchy Selects Taboola to Exclusively Power Recommendations Across Entire Publisher Network In Multiyear Deal, Doubling Down On Customers’ Consumption Intent URL: https://www.taboola.com/press-releases/mcclatchy-selects-taboola-to-exclusively-power-recommendations-across-entire-publisher-network-in-multiyear-deal-doubling-down-on-customers-consumption-intent/ Last Modified: 2022-01-05 14:20:42 McClatchy will be using Taboola’s Newsroom, empowering editorial teams, and recent acquisition Connexity to help focusing on customers’ consumption intent New York, NY - Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new, multiyear deal with McClatchy, a leading local media company that operates in 30 markets across the United States. McClatchy reaches more than 65 million unique readers monthly through its digital media properties, including The Sacramento Bee, The Charlotte Observer, The Kansas City Star, The Miami Herald, and the Fort Worth Star-Telegram. Under the deal, McClatchy will implement several Taboola products across its entire network of publishers, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content and targeted advertisements, to generate meaningful revenue and increase audience engagement. In addition, McClatchy is testing Taboola Newsroom to power editorial insights and audience development as well as Taboola’s recent acquisition Connexity, to help drive growth around customers’ consumption intent. “We are committed to bringing the best and most relevant news and information to our diverse audiences in local markets nationwide,” said McClatchy Senior VP of Advertising Tony Berg. “Teaming with Taboola allows us to provide more content and will help to keep our audience engaged. We look forward to working alongside Taboola on content recommendations, editorial insights, and other initiatives that create better experiences for local readers.” “McClatchy’s vision for creating deeper community connections and their approach to local news are noteworthy,” said Adam Singolda, CEO and Founder, Taboola. “Local journalism helps communities thrive and McClatchy has both a network of well-known publishers and a reputation for quality journalism. Even more than that, I’m looking forward to working with the McClatchy team and taking a product-led approach to driving growth in years to come, specifically using editorial tech and data, as well as integrating high intent pages, to navigate users to their ultimate, personal experience.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.     Contact Dave Struzzi Dave.s@taboola.com   --- ### Taboola Announces Launch of a Native Bidding Service, Facilitating Expansion to Display, Social Networks and Other Platforms to Fuel Even Faster Growth, and Signs New Microsoft Agreement Through July 2024 URL: https://www.taboola.com/press-releases/taboola-announces-launch-of-a-native-bidding-service/ Last Modified: 2021-12-21 13:00:29 New bidding service is slated to go live by end of Q1 2022 NEW YORK, Dec. 20, 2021 -- Taboola (NASDAQ:TBLA) a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the launch of a new native bidding service, allowing Taboola to extend its existing and growing 14,000 advertiser base to other supply types such as display advertising inventory, social networks and others.  Microsoft, a long-term strategic Taboola partner, has supported Taboola in the design of the new bidding service, which will accrue to Taboola’s goal to drive even more growth for both companies and to fully leverage the opportunity of the open RTB space. As a result, Taboola has signed a new agreement with Microsoft through July 2024.  Historically, Taboola and Microsoft had a revenue share arrangement. In utilizing the new service, Taboola can drive higher ex-TAC revenue and can drive even faster growth. The new Taboola bidding service will also provide more growth opportunities for advertisers.  “I’m so thankful for our friends at Microsoft for not only being a long-standing partner, but also for encouraging our long-term investment in the new bidding service, which will drive growth for the advertising community, Microsoft and Taboola,” said Adam Singolda, founder and CEO Taboola. “On the back of massive growth in our industry, including digital platforms such as display and social networks - we intend to repurpose this bidding technology across social networks, display inventory and to be piloted on Microsoft’s digital properties in 2022.”  “We are excited to continue our work with Taboola as an open RTB bidding partner on the Microsoft Exchange. Going forward, this investment positions Microsoft and Taboola to bring even more value to advertisers, agencies and publishers alike and to empower them in new ways in the future,” said Kya Sainsbury-Carter, VP Global Partner Sales Microsoft. Taboola reaffirms its previously issued guidance for 2021 and 2022. Taboola will provide progress updates in 2022 on the integration of its new native bidding service with Microsoft and across display inventory, social networks and more.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). Examples of such forward-looking statements include, but are not limited to, statements regarding the expected timing and scope of the proposed bidding service; expected growth for the Company, Microsoft and advertisers from such service; the Company’s ability to grow its advertiser base and expand its advertising to display inventory, social networks and other platforms via the new service; and the reaffirmation of the previously issued guidance for 2021 and 2022. In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this press release include, but are not limited to: the terms of any new arrangements between the Company and Microsoft, which may not occur or may be less favorable to the Company than the existing arrangements; the Company’s ability to launch the new Bidding service on the currently anticipated schedule or at all; market acceptance of the new service and the Company’s ability to attract new or existing new digital properties and advertisers, to the new service; costs related to the introduction and operation of the new service; the timing and amount of any margin, profitability or other financial contributions of the new service; the risk that the new service results in a decline in the Company’s financial performance during the preparation and roll out of the new service and beyond; in the intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of the Company’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that the Company is incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the section entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” in the Company’s registration statement on Form F-1 as amended and filed on September 30, 2021 and in subsequent filings with the Securities and Exchange Commission.  Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. The Company undertakes no duty to update these forward-looking statements except as may be required by law. --- ### Taboola Selected to Power Recommendations for NBA Philippines Portal, Owned by Smart Communications URL: https://www.taboola.com/press-releases/taboola-selected-to-power-recommendations-for-nba-philippines-portal-owned-by-smart-communications/ Last Modified: 2021-12-15 13:34:44 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, has announced its partnership with NBA Philippines, the basketball sports news portal owned by Smart Communications in the Philippines. Smart Communications is the Philippines’ leading telecommunications and digital services provider and through its NBA Philippines reaches a large audience of sports readers in the region. The new deal is a one year exclusive for Taboola and NBA Philippines that will see the publisher implement several Taboola products including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content and targeted advertisements, to generate meaningful revenue and increase audience engagement. In addition, they will leverage Taboola to power video recommendations on its site. “We are pleased to team up with Taboola to bring more customers closer to their passions, in this case, bring them closer to even more content from NBA.com Philippines,” said Jane J. Basas, SVP and head of Consumer Wireless Business at Smart. “We appreciate Taboola’s commitment when it comes to boosting our business - from increasing readership, keeping readers engaged through video content and recommendations, and through insights that can inform our strategy.” “NBA Philippines is a great destination for quality sports news that is built on a well-known brand,” said Adam Singolda, CEO and Founder, Taboola. “We are pleased to partner with them and Smart Communications to bring more of their passionate audiences to their pages, keep them engaged and open brand ways to monetize.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent, News Corp Australia, NDTV, and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Connexity Sees November Ecommerce Boom, as Shoppers Seize Deals to Buy Big Ticket Items Around the World URL: https://www.taboola.com/press-releases/connexity-sees-november-ecommerce-boom-as-shoppers-seize-deals-to-buy-big-ticket-items-around-the-world/ Last Modified: 2021-12-14 14:12:02 Connexity, a Taboola company (Nasdaq: TBLA), reports an ecommerce boom in performance during November, as consumers used its editorial publishers' commerce content recommendations to make savvy purchases throughout the month. At a global level, Connexity's publisher commissions grew over 27% year-on-year, with Earnings-Per-Click increasing 28% and order value up 24% in November. Connexity CEO Bill Glass says, "In a bumper year for commerce content performance around the world, November was a huge success and continues to cement its place as the key month in the ecommerce calendar. Our key commercial indicators all improved year-on-year, showing shoppers browsing less and buying more. Consumers have learned to use commerce content as a way to find the best deals on big ticket items for themselves and thoughtful gifts for loved ones in the holiday season." Black Friday continued to play a key role as a theme in the month and an event in itself. Strong commercial performance offset lower year-on-year traffic in the United States. Conversion rate grew 4%, with average order value up 20% and publisher earnings-per-click up 27%. Fashion, leisurewear and home brands led the top performers in 2021 with Walmart, Wayfair, Nordstrom and Ulta Beauty all among the top performing brands this year. Strong performance was also seen in international markets. Publisher revenue grew almost 20% in the UK during Black Friday, with earnings-per-click up almost 30% with brands as diverse as Simba Sleep, Lovehoney, John Lewis, Boots.com and ASOS powering publisher performance in this market. In Australia, the conversion rate was up over 25% year-on-year, well above the 7% growth in traffic. The APAC region altogether saw a 32% increase in conversion rate, with sales up almost a quarter and earnings-per-click up 30%. Top content mixed evergreen buying guides for big ticket items like mattresses, with trending deals for household tools like vacuum cleaners and deals roundups, featuring the top promotions available throughout the shopping event. "The Black Friday performance in our publisher network reflects excellent ecommerce performance throughout 2021 and the strength of the month of November as a period for our publishers. Much commentary has been made on the shift to ecommerce and these results offer a bright indication of how we can expect online shopping to continue to grow as a key channel for retailers in 2022," Glass added. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company's platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy's, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the "Company"). In some cases, you can identify forward-looking statements by terminology such as "may", "should", "expect", "intend", "will", "estimate", "anticipate", "believe", "predict", "potential" or "continue", or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company's future performance and cause results to differ from the forward-looking statements in this press release include, but are not limited to: the ability to recognize the anticipated benefits of the recent acquisition of Connexity, opportunities in ecommerce and other risks and uncertainties set forth in the section entitled "Risk Factors" and "Cautionary Note Regarding Forward-Looking Statements" in the Company's registration statements on Form F-1 as amended and filed on September 30, 2021 and on Form F-4 as amended filed on April 30, 2021, and in subsequent filings with the Securities and Exchange Commission). Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. The Company undertakes no duty to update these forward-looking statements except as may be required by law. Press Contact: Press@Connexity.com --- ### Taboola and the La Dépêche du Midi Group renew their exclusive 5-year partnership URL: https://www.taboola.com/press-releases/taboola-and-the-la-depeche-du-midi-group-renew-their-exclusive-5-year-partnership/ Last Modified: 2021-12-07 14:04:55 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a 5-year exclusive renewal of a partnership agreement with the La Dépêche du Midi Group. Since 2019, the La Dépêche du Midi Group has leveraged several Taboola innovations, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content and targeted advertisements, and Taboola Newsroom, an advanced readership insights offering,  to boost engagement and subscriptions for its different media including www.ladepeche.fr, lindependant.fr and midi-libre.fr with more than 150 million visitors each month in France.  La Dépêche continues to expand its use of Taboola technology to refine its approach to user segmentation and to deliver an optimal reader experience. Through the use of the editorial offering Taboola Newsroom, the publisher has taken a new approach to engaging with readers and subscribers, resulting in a 28% increase in conversions for users.  Today, La Dépêche du Midi Group renews its exclusive partnership with Taboola for a period of 5 years with the aim of concentrating its efforts around the subscription strategy of the group's titles, in addition to generating revenue. By personalizing the publisher content offered to each reader thanks to the data generated and the indicators made available by the Taboola tools, the Group can now adapt the advertising experience to a greater or lesser extent depending on the reader profile, potential subscriber or not, and enhance the content. Michaël Bourguignon, Revenue and Digital Director of the La Dépêche du Midi group, specifies: “We are delighted to collaborate with Taboola and to benefit from their unique tools on the market. By developing a test and learn approach, we were the first French publisher to test the new Taboola Newsroom tools and adapt our systems in this period of crisis. This allowed us to adapt our content by segmenting the reading experiences on our sites by type of user while offering the most engaging content possible. One way to improve the user experience of our subscribed or engaged readers, while promoting native advertising. We are thus continuing our work of targeting and finer-tuning readers for a more relevant, value-added experience.” “We are proud of the confidence of the La Dépêche du Midi Group and their ability to innovate. The renewal of our exclusive partnership testifies to the trust of our technology to allow for increased personalization, which benefits the user experience and opens up new sources of revenue. As another long term example of a publisher partner, we are grateful to expand their ability to boost subscribers through insights,” said Adam Singolda, Founder and CEO of Taboola.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### NDTV Convergence Signs Exclusive 10-Year Deal with Taboola URL: https://www.taboola.com/press-releases/ndtv-convergence-signs-exclusive-10-year-deal-with-taboola/ Last Modified: 2021-12-01 13:08:13 NDTV Convergence’s Exclusive 10-Year, 750-Crore Deal with Taboola Among largest-ever ad deals in APAC, NDTV Adopts All Taboola Publisher Offerings NDTV Convergence’s position as India’s leading platform for online news stands reaffirmed with a very substantial 10-year deal with Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover content they may like. The decade-long deal is based on mutually-determined  projections, including growth in traffic, and cumulatively can  enable revenue of Rs. 750 crores or 100 million dollars for NDTV Convergence contingent upon it meeting the targets assigned for different stages of the 10-year period. Ndtv.com has nearly 200 million uniques and is known for the fastest online news and best user experience in India. It is also one of the country’s only profitable online content companies in India. This deal gives NDTV Convergence access to Taboola’s full portfolio of offerings for personalized content recommendations, editorial planning, monetization and growth strategies. The company will continue to leverage Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, enabling monetization of below-article placements. In addition, NDTV will leverage Taboola Newsroom, an advanced readership insights technology that leverages A.I. to power editorial processes. In addition, NDTV Convergence will be testing an e-commerce integration that provides a new revenue stream via Skimlinks, a Taboola company. With Skimlinks, NDTV Convergence can complement its premier content with e-commerce. “Taboola has been a significant cornerstone of our business.  We prize our 7-year-long association with them because they consistently demonstrate their support for independent journalism.  Taboola’s tools including those that we use in our newsroom make the best use of AI and new technology to ensure our content is flanked by terrific options for our readers to discover and learn more,” said Suparna Singh, President, NDTV Group. “We’re seeing NDTV truly innovate by using recommendations, A.I. and data for growth,” said Adam Singolda, CEO and founder, Taboola. “They have been a true partner since 2014 and have shown they are very leaned in to continue to make NDTV a top news destination. What sets NDTV apart is a truly holistic approach to growth, which uses nearly every one of our publisher offerings to keep readers engaged and spending more time with them. We look forward to helping them grow over the next 10 years.” In 2018, NDTV Convergence signed a 5-year deal with Taboola for over 300 crores. which was at the time among the biggest-ever advertising deals for the Asia-Pacific region. Both companies have accrued big benefits from that partnership; they synergized their respective strengths for sustainable growth and have therefore decided on a larger, 10-year arrangement.    About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Taboola Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication and any related discussion, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. NDTV Convergence Disclaimer Certain statements in this release concerning expected revenue for NDTV Convergence are forward-looking and involve a number of risks and uncertainties that could cause actual results to differ materially. The risks include but are not limited to fluctuations in traffic over the lengthy 10-year term of the deal, and general economic conditions that could impact our business and industry. NDTV Convergence undertakes no obligation to update any forward-looking statement that have been included herein. --- ### Le Figaro and Taboola Renew Their Exclusive Partnership with New Five-Year Deal URL: https://www.taboola.com/press-releases/le-figaro-and-taboola-renew-their-exclusive-partnership-with-new-five-year-deal/ Last Modified: 2021-11-30 14:11:56 Taboola, (Nasdaq: TBLA) a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a renewal of its collaboration with Le Figaro for five years. Taboola will be the partner of choice for the leading French digital media group to help it achieve its new audience targets. Since 2018, Le Figaro and Taboola have worked together to provide an optimal user experience on all of the group's key platforms, including Le Figaro, Madame Figaro, TV Mag, Le Figaro Sport, Le Figaro Étudiant, Le Figaro Santé, Evene and Le Figaro immovable. In that time, Taboola's innovative approach and its capabilities around brand safety have helped Le Figaro grow audiences and revenues.  The objective of Le Figaro group has always remained the same: to find the right balance to provide an engaging user experience. For this, Le Figaro relies on a combination of Taboola innovations including Taboola Feed and Taboola Newsroom, to create the perfect marriage between revenue generation and engagement objectives. The group has utilized a “test & learn” approach, based on Taboola recommendations and advanced readership insights.  Bertrand Gié, Le Figaro, says: “We are proud to renew our partnership with Taboola. Collaboration with reliable advertising partners such as Taboola is an essential axis for the group, with a view to better engaging our audiences while generating additional income. It is imperative to receive from advertising partners the most transparent and relevant data possible concerning audience and engagement, in order to be able to make informed decisions.”  “Le Figaro’s mission of cultivating the interest of readers through quality journalism is noteworthy,” said Adam Singolda, Founder and CEO of Taboola. “Taboola and Le Figaro share the same vision of a user experience that keeps readers engaged, while at the same time unlocking new ways for their properties to grow. We are proud to add another five years to this long-term partnership built on trust and innovation.”   About Taboola Taboola offers content recommendations on the Open Web and helps users discover content that may be of interest to them.  The Taboola platform, enriched by Artificial Intelligence, is used by digital entities, including websites, devices and mobile applications, to increase monetization and audience engagement. Taboola has established long-standing partnerships with some of the world's most popular digital properties including CNBC, BBC, NBC News, Le Figaro, La Dépêche, Business Insider, The Independant and El Mundo.  Over 14,000 advertisers use Taboola to target and reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is the leader in e-commerce recommendations, with more than one million monthly transactions. Major brands such as Walmart, Macy's, Wayfair, Skechers and eBay are among the major customers. Learn more by visiting https://www.taboola.com/fr/ and following @Taboola France on LinkedIn. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication and any related discussion, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Future PLC and Taboola Partnership Reaches Ten Year Landmark with Renewal, New Deal Adds Mid Article Content Recommendations URL: https://www.taboola.com/press-releases/future-plc-and-taboola-partnership-reaches-ten-year-landmark-with-renewal-new-deal-adds-mid-article-content-recommendations/ Last Modified: 2021-11-29 12:38:57 Taboola, (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a multi-year renewal of its partnership with Future – the global platform for specialist media that reaches over one in three adults online in both the UK and the US – to boost engagement rates, revenue and audience numbers. The new three-year agreement takes the two companies to more than a decade in partnership. Future’s large portfolio spans multiple sectors including technology, games and entertainment, sports and lifestyle, offering brand advertisers a wealth of opportunity to reach engaged, high-intent audiences. Taboola’s products continue to be implemented across sites including TechRadar, Marie Claire, Tom’s Guide, GamesRadar and others. With this new deal, Future will incorporate Taboola’s high impact mid article placements across its network, providing new opportunities for brand advertisers to tap into Future’s large audience, in brand safe and highly visible formats. This adds to Future’s implementation of Taboola Feed, a seamlessly integrated feed that provides readers with personalised content for a more engaging experience, while enabling monetisation of below-article placements. Additionally, Future is tapping Taboola’s vast publisher offerings to increase engagement across multiple platforms.  Nick Flood, Global Ad Product & Revenue Operations Director, Future, said: “Taboola’s products have been a valuable asset to boost engagement and audience rates for a number of years now. Our high-quality content reaches audiences engaged with their passions and hobbies, from sports to home improvement, and we’re dedicated to delivering truly useful content. Extending this partnership and implementing further products, such as the desktop version of Explore More, empowers us to further share content of value with our audience and continue to grow the positive results we’ve already seen from Taboola.” Adam Singolda, Founder and CEO, Taboola said: “Future is home to some of the world’s favorite digital properties and has shown commitment to their mission of connecting people with their passions. The longevity of our 10-year partnership is built on trust, collaboration and innovation together. We look forward to helping them keep their large readership engaged, reach new audiences, and find new ways to grow their business.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetisation and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.     About Future Future is a global platform business for specialist media with diversified revenue streams. Its content reaches over 1 in 3 adults online in both the UK and the US. The Media division is high-growth with three complementary revenue streams: eCommerce, events and digital advertising including advertising within newsletters. It operates in a number of sectors including technology, games & entertainment, music, home & gardens, sports, TV & film, real life, women's lifestyle and B2B. Its brands include TechRadar, PC Gamer, Tom's Guide, Android Central, Truly, Digital Camera World, Homebuilding & Renovating Show, GamesRadar+, The Photography Show, Top Ten Reviews, Marie Claire, Live Science, Guitar World, MusicRadar, Space.com, What to Watch, Gardening Etc, Adventure and Tom's Hardware. The Magazine division focuses on publishing specialist content, with a combined global circulation of over 3 million delivered through more than 115 magazines, and 410 bookazines published a year. The portfolio spans technology, games & entertainment, sports, music, photography & design, homes & garden, country lifestyle, TV & film and B2B. Its titles include Country Life, Wallpaper, Woman & Home, Classic Rock, Decanter, Guitar Player, FourFourTwo, Homebuilding & Renovating, Digital Camera, Guitarist, How It Works, Total Film, What Hi-Fi? and Music Week.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication and any related discussion, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Joins Zeta Live with Leaders from Wayfair and Reviewed.com URL: https://www.taboola.com/press-releases/taboola-joins-zeta-live-with-leaders-from-wayfair-and-reviewed-com/ Last Modified: 2021-11-16 20:03:53 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced its CEO Adam Singolda will join Zeta Live 2021 for a panel entitled “The Future of Commerce and Creativity.” This session explores the changes in the advertising and publisher landscape, including how industry shifts over the past year have changed brands' ability to reach customers. The session also addresses topics related to the future of work and its impact on hiring and brand and publisher's biggest priorities in 2022. Zeta Live 2021 convenes the industry’s most forward-thinking marketers and business leaders for insightful discussions on the future of marketing. Sessions will explore the intersection of marketing, innovation, creativity, and technology within a digital-first world over a two-day hybrid (in-person and virtual) immersive experience. Panelists include: - Adam Singolda (Taboola Founder & CEO) - Bob Sherwin (Wayfair CMO) - Chris Lloyd (General Manager, Reviewed, USA Today Network) - Moderated by Dan Nathan (CNBC) When: Tuesday, November 16th at 12:00 p.m. Eastern Time Where: Zeta Live Global 2021, a virtual event.   --- ### Taboola Teams with Getty Images to Integrate Video Library within Advertiser Platform, Giving More Than 14,000 Taboola Advertisers Instant Access to Premium Stock Video URL: https://www.taboola.com/press-releases/taboola-teams-with-getty-images-to-integrate-video-library-within-advertiser-platform-giving-more-than-14000-taboola-advertisers-instant-access-to-premium-stock-video/ Last Modified: 2021-11-15 13:48:15 New York, NY  Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new, multiyear deal with Getty Images, a world leader in visual communications.  The deal provides Taboola’s more than 14,000 advertisers with access to Getty Images’ premium library of stock video content within the Taboola Ads media buying platform. This builds upon a five-year relationship enabling Taboola’s advertisers to access the depth, breadth and quality of Getty Images’ diverse video library in their campaigns. With this new partnership, Taboola advertisers can benefit from frictionless access to high-quality videos from Getty Images to use in campaigns across a network that reaches more than 500 million daily active users on the world’s top publishers. This new partnership empowers advertisers of all sizes to execute campaigns across Taboola's diverse formats, including Motion Ads and High Impact Video products. With these formats and Taboola’s long-term partnerships with the world’s top websites, advertisers can also trust that their ads can be enhanced by high quality and relevant video and imagery every time they are viewed. “We’re continuing to give advertisers the tools they need to succeed, and thanks to our partnership with Getty Images, we’re making it seamless for advertisers of all sizes to tap into the power of video,” said Adam Singolda, CEO and founder, Taboola. “The ability to create custom video content for campaigns with a partner like Getty Images means advertisers can ramp quickly and get their campaigns in front of our large audience of publishers and their readers.” “We are pleased to expand our long-term partnership with Taboola and now enable their advertisers to create campaigns that resonate with Getty Images’ leading video content,” said Nick Unsworth, VP Business Development. “Video is central to how we communicate and engage digitally and with our high quality visual content, advertisers across a broad set of industries and categories can find the right image or video that will enhance their campaign and speak to their target audience.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication and any related discussion, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statements on Form F-1 and F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola expanderar på den nordiska marknaden tack vare nytt partnerskap med IDG International Data Group AB URL: https://www.taboola.com/press-releases/taboola-expanderar-pa-den-nordiska-marknaden-tack-vare-nytt-partnerskap-med-idg-international-data-group-ab/ Last Modified: 2021-11-11 17:47:22 Taboola, en global ledare inom innehållsrekommendationer för den öppna webben, är ett techbolag som hjälper människor att upptäcka saker, tjänster eller nyheter som de kanske gillar, men som de inte känner till ännu. Taboola når ännu en milstolpe i sin tillväxt i Norden, tack vare ett nytt partnerskap med IDG Sverige, världens ledande databasdriven teknikmedia-, event- och marknadsföringsföretag, i Sverige. IDG har en portfölj med sju teknikfokuserade varumärken i Sverige, inklusive MacWorld, PC för Alla, M3 och ComputerSweden, som når upp emot 10 miljoner sidvisningar varje månad. Taboola kommer att lansera sin flexibla rekommendations-widget för alla IDG: s varumärken, vilket hjälper utgivaren att öka intäkterna och läsekretsen för dess redaktionella innehåll. ”Vi ser fram emot att arbeta med Taboola, dra nytta av deras kapacitet inom datainsikter och använda deras produkt- och tjänsteportfölj för att öka våra intäkter, samtidigt som vi upprätthåller en högkvalitativ användarupplevelse på våra varumärkens sajter. Det har varit ett nöje att arbeta med Taboola-teamet i Stockholm, och vi ser fram emot ett långt och fruktbart partnerskap” - Markus Ekberg, Commercial Head of Consumer, IDG. Taboola når 1,3 miljoner aktiva användare dagligen i Sverige och levererar 422 miljoner visningar i landet varje månad. I hela Norden serverar företaget 1,7 miljarder visningar och når 3,4 miljoner aktiva användare dagligen, i samarbete med utgivare som Dagens, Tipsbladet, Newsner och Tech Radar. Dessa strategiska partners använder Taboolas upptäcktsplattform på sina webbplatser och fokuserar på att öka användarengagemanget och optimera deras prenumerationserbjudanden genom Taboolas olika format. Till exempel Taboola Feed, ett sömlöst integrerat oändligt flöde som ger läsare personligt innehåll för en mer engagerande upplevelse av webbplatsen de besöker. För varumärken och byråer har Taboola noggrant valt sitt nätverk för att säkerställa den bästa servicen, med fokus på Taboolas flödesupplevelse och placeringar under nyhetsartiklar, med både video och textformat, som hjälper varumärken att öka deras synlighet och nå fler användare. "Vi är mycket glada över att välkomna IDG till vårt växande nätverk av publicister", säger Adam Singolda, grundare och VD, Taboola. "Vi ser fram emot att stödja deras massiva räckvidd med teknik som kan öka läsekretsen och ge läsare relevant innehåll, samtidigt som vi hjälper till IDG att låsa upp nya intäktsmöjligheter”.   Om Taboola Taboola driver rekommendationer för den öppna webben och hjälper människor att upptäcka saker de kan tycka om. Företagets plattform, som drivs av artificiell intelligens, används av digitala utgivare, inklusive webbplatser, enheter och mobilappar, för att driva intäktsgenerering och användarengagemang. Taboola har långsiktiga partnerskap med några av de bästa digitala utgivarna i världen, inklusive CNBC, BBC, NBC News, Business Insider, The Independent och El Mundo. Mer än 14 000 annonsörer använder Taboola för att nå över 500 miljoner aktiva användare dagligen i en varumärkessäker miljö. Efter förvärvet av Connexity 2021 är Taboola ledande när det gäller att driva rekommendationer för e-handel och driver mer än 1 miljon transaktioner dagligen varje månad. Inflytelserika varumärken såsom Walmart, Macy's, Wayfair, Skechers och eBay är bland viktiga kunder. Läs mer på www.taboola.com och följ @taboola på Twitter. --- ### Bangkok Post, Thailand’s leading English-language newspaper selects Taboola to optimize its online publication URL: https://www.taboola.com/press-releases/bangkok-post-thailands-leading-english-language-newspaper-selects-taboola-to-optimize-its-online-publication/ Last Modified: 2021-11-10 14:33:37 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, has announced its partnership with Thailand’s longest serving English-language newspaper publisher, The Bangkok Post. The Bangkok Post’s online publication (www.bangkokpost.com) has chosen Taboola to provide content recommendations and monetization tools for its online readership, which currently reaches 10      million readers per month, using Taboola’s industry leading offerings such as Taboola Feed, Taboola Newsroom and more. To date, Taboola has helped the publisher generate a 40% increase in revenue. The new partnership between Taboola and the Bangkok Post aims for new and consistent engagement and monetization opportunities on the publisher’s website. Taboola is a powerful engine that delivers what’s relevant, interesting and new to target audiences, helping digital properties drive business results by reaching their readers more genuinely and effectively – in line with what the Bangkok Post is hoping to achieve.  Mr Chaiyadej Suwanparisut, the First Vice President (FVP) – Digital Business Transformation at the Bangkok Post expressed his optimism for partnering with Taboola: “This is a very important time for the Bangkok Post’s growing digital properties and we are pleased with the results Taboola has already managed to achieve for us. We hope this partnership will continue to drive growth for our publication so that we can continue being the news outlet that everybody trusts and believes in.”  Taboola’s CEO and Founder, Adam Singolda said: “We are pleased to work with Bangkok Post, a longstanding provider in local news that has delivered quality journalism consistently. We look forward to supporting their mission by providing the discovery engine and technology they need to grow audiences and keep them engaged.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer – Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Announces SmartBid Dimensions; A New “Autonomous Driving” Experience For Advertisers, Based on Taboola’s “Curiosity Graph” of 500 Million Daily Active Users and 30 Billion Annual Clicks URL: https://www.taboola.com/press-releases/taboola-announces-smartbid/ Last Modified: 2021-11-08 13:35:05 SmartBid Now Accounts for 85% of Taboola Advertiser Spend Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a significant update to SmartBid, an A.I.-powered technology that helps advertisers maximize their campaign performance even more autonomously. Introduced in 2018, SmartBid uses readership pattern data from global campaigns that reach more than 500 million daily active users and deep learning algorithms to adjust advertisers’ bids, to drive actions an advertiser wants to accomplish. In Q3 2021, 85 percent of total advertising spend on Taboola tapped SmartBid. For the past two years, SmartBid took advantage of Taboola’s scale and size, including its curiosity graph - the connection between reader interests across content - to make decisions on behalf of the advertiser when it came to auction price. As was industry standard, SmartBid analyzed a site’s performance, and used that as a main signal to adjust the price an advertiser should pay. For an example, if a site drove less conversions for an advertiser, SmartBid would adjust the price lower and vice versa. That still meant that advertisers had to be somewhat leaned in, to take into consideration more granular circumstances such as geography, time of day, day of week, platform (mobile, app), operating system, creative, and dozens more. Introducing SmartBid Dimensions As of today, Taboola is taking a meaningful step forward with SmartBid Dimensions, a new way to take all of these granular circumstances and fully automate the process for advertisers. The technology uses A.I. to go beyond publisher performance to change the price of each bid, and instead look at dozens of granular dimensions advertisers care about. With SmartBid Dimensions, advertisers can for the first time couple contextual and demographic data with more user dimensions on readers--data points which uniquely connect content, consumers and interests, and are sourced from Taboola’s 500 million daily active users and 30 billion annual clicks. These dimensions provide advertisers unique readership signals, powered by Taboola, that are inaccessible elsewhere. “It is so important to help advertisers succeed, because advertiser success is directly correlated to publisher success and it keeps the open web thriving,” said Adam Singolda, CEO and founder, Taboola. “SmartBid is one of the most sophisticated A.I. technologies in the world, now providing advertisers an autonomous autopilot-like experience, where they can keep their hand on the wheel, but let the car drive on its own.” “What is unique to Taboola from a data perspective is that we sit on a ‘curiosity graph,’ which understands what people do when they finish reading an article. This data shows a much more authentic version of consumers versus what they tell social networks about themselves. That helps SmartBid make accurate predictions, and as of now will help our advertisers to go beyond human capabilities to reach better results, while being even more hands off. I’m so proud of our algorithm teams for working hard to make our advertisers, publishers and open web successful,” continued Singolda.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Alayans Media elige a Taboola como proveedor exclusivo de recomendación de contenidos URL: https://www.taboola.com/press-releases/alayans-media-elige-a-taboola-como-proveedor-exclusivo-de-recomendacion-de-contenidos/ Last Modified: 2021-10-19 13:04:20 Alayans Media, el primer “hub” de servicios tecnológicos nacido para impulsar la estrategia digital de los editores que lo componen y que en su conjunto alcanza al 90% de los usuarios de internet en España, confía en Taboola para impulsar su monetización, audiencia y fidelización digital durante los próximos años.  Taboola (NASDAQ:TBLA), líder mundial de recomendaciones de contenido para la web abierta, que ayuda a las personas a descubrir cosas que les puedan gustar, anuncia hoy su nuevo acuerdo exclusivo de colaboración con Alayans Media, la alianza compuesta por 15 grupos editoriales y más de 52 cabeceras premium del mercado español, con 28 millones de usuarios únicos mensuales. Alayans Media es el primer “hub” de servicios tecnológicos nacido para impulsar la estrategia digital de los editores. Basados en el convencimiento de que la unidad hace más fuertes a los medios, Alayans Media, que en su conjunto alcanza al 90% de los usuarios de internet en España, permite que cada editor pueda desarrollar su estrategia de negocio digital de forma autónoma con acceso a las mejores capacidades de mercado.  Con esto en mente, Alayans Media, que comprende grupos editoriales como: Henneo (con cabeceras tan relevantes como 20 minutos o La información), Grupo Joly, o Grupo Serra entre muchos otros, ha decidido integrar la plataforma de recomendación de contenidos de Taboola en sus entornos digitales: desktop, tablet y móvil. Para Alayans Media, el objetivo de este acuerdo estratégico con Taboola es contar con un partner tecnológico que permita a todos sus grupos editoriales impulsar sus ingresos a través de contenidos recomendados de calidad y relevantes para cada usuario, así como hacer crecer sus audiencias y fidelización digital. Para ello, además de integrar la plataforma de recomendación de contenidos de Taboola, los distintos editores de Alayans Media tendrán a su disposición funcionalidades como “Explore More”, diseñada para ayudar a los editores a mantener a los usuarios en sus páginas durante más tiempo, con una mayor recirculación de contenidos relevantes, tanto editoriales como patrocinados.  Alayans Media se podrá beneficiar también de la herramienta de analítica editorial Taboola Newsroom, que ayuda a los editores a crear el contenido más adecuado y relevante en cada momento en comparación con la situación del mercado y mejorar el engagement de los usuarios. "Nos complace asociarnos con un gran grupo editorial de publishers de renombre como Alayans Media", comenta Adam Singolda, CEO y Fundador de Taboola. “Nuestra capacidad para impulsar recomendaciones de contenido y el gran alcance de Alayans Media forman una combinación perfecta, permitiéndonos impulsar más su volúmen de lectores y promover su crecimiento". “Taboola es un partner líder en publicidad nativa, cuyas soluciones y flexibilidad nos ayudarán a seguir construyendo nuestras audiencias, aumentando el número de lectores y mejorando su monetización”, comenta Pablo Rodés Arnal, Director Gerente en Alayans.   Sobre Taboola Taboola genera recomendaciones en la web abierta, ayudando a las personas a descubrir cosas que les puedan gustar. La plataforma de la compañía, impulsada por inteligencia artificial, es utilizada por soportes digitales, incluidos sitios web, dispositivos y aplicaciones móviles, para impulsar su monetización y el engagement de los usuarios. Taboola tiene acuerdos de larga duración con algunos de los mejores soportes digitales del mundo, como CNBC, NBC News, Le Figaro, The Independent o El Mundo. Más de 14.000 anunciantes utilizan Taboola para llegar a más de 500 millones de usuarios activos diarios en un entorno seguro para las marcas. Tras adquirir Connexity en 2021, Taboola es líder en generar recomendaciones de e-commerce, con más de 1 millón de transacciones mensuales cada mes. Marcas líderes como Walmart, Macy's, Wayfair, Skechers y eBay se encuentran entre sus principales clientes. Obtén más información en www.taboola.com/es y sigue @Taboola en Español en LinkedIn.   Descargo de responsabilidad - Declaraciones a futuro https://www.taboola.com/policies/forward-looking-statements-es --- ### Taboola Joins Advertising Week 2021 URL: https://www.taboola.com/press-releases/taboola-joins-advertising-week-2021/ Last Modified: 2021-10-12 17:57:32 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced its CEO Adam Singolda will join Advertising Week 2021 for a panel entitled "Buy or Build: Ad Tech’s Super-Charged M&A Action." This session will explore the changes in the advertising landscape, including those that have emerged in the past 18 months, that have lead to new activity in the sector. It will also address the new opportunities that advertisers and their technology partners view as key priorities for the years to come. Panelists include: - Adam Singolda, CEO of Taboola - Michael Barrett, President and CEO of Magnite - Mark Zagorski, CEO of DoubleVerify When: Tuesday, October 19th at 10:30 a.m. Eastern Time Where: The Screen Room Stage at Hudson Yards, New York City Advertising Week features 4 Days of events, with a focus on brilliant creative work, technology advances, consumer research and media transformation happening right now.More information and details on how to register can be found of Advertising Week. --- ### Taboola Signs Three-year Strategic Partnership with dentsu India URL: https://www.taboola.com/press-releases/taboola-signs-three-year-strategic-partnership-with-dentsu-india/ Last Modified: 2021-10-11 13:44:05 Taboola, (Nasdaq: TBLA) a global leader in powering recommendations for the open web, helping people discover things they may like, has today announced a three-year strategic partnership with dentsu India, a multinational media and digital marketing communications network, headquartered in London, United Kingdom. Under the partnership, dentsu India will leverage Taboola’s offerings to reach consumers at scale across premium editorial sites. It will also support brand awareness and acquisition goals. The network will use Taboola’s several advertiser offerings across its entire customer portfolio. These include multinational companies that work with its huge media agency network, spanning over retail, automotive, CPG, consumer electronics and more. Taboola Video will empower dentsu India to engage with audiences through high-visibility placements across premium editorial sites through Taboola’s massive publisher network that reaches 500 million daily active users. With it, dentsu agencies will be able to drive brand awareness, consideration, and conversions from trusted and brand-safe environments. Speaking on the strategic partnership, Divya Karani, CEO, Media South Asia, dentsu said, “Our objective has been to create maximum value for our clients. We are pleased to partner with Taboola towards this and leverage its expertise to drive new avenues of growth, increase engagement. We are certain that with Taboola, we will be able to optimize audience engagements and explore new frontiers of transformation for the digital consumers of today.” Adam Singolda, CEO and Founder, Taboola said, “We are extremely thrilled to partner with dentsu India. We are honored to have secured the long term trust of its agencies and their impressive list of brand customers. We look forward to working side-by-side with dentsu India to help its customers reach consumers through our massive network, build creative strategies and scale.” Learn more about Taboola’s recommendation platform and services here. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola被選為LINE Today 香港的獨家推薦內容廣告合作夥伴 URL: https://www.taboola.com/press-releases/taboola%e8%a2%ab%e9%81%b8%e7%82%baline-today-%e9%a6%99%e6%b8%af%e7%9a%84%e7%8d%a8%e5%ae%b6%e6%8e%a8%e8%96%a6%e5%85%a7%e5%ae%b9%e5%bb%a3%e5%91%8a%e5%90%88%e4%bd%9c%e5%a4%a5%e4%bc%b4/ Last Modified: 2021-10-07 12:45:47 Open Web推薦服務全球領導者Taboola，致力於協助用户發掘他們可能感興趣的内容。今日Taboola宣佈，LINE Today香港已選擇Taboola作為其推薦內容廣告的合作夥伴。 LINE擁有每月超過一億八千八百萬名活躍用戶，為用戶提供各種不同類型的服務。LINE Today作為LINE的新聞中心，在多個國家為用戶提供不同的新聞與資訊。Taboola的推薦內容廣告將會出現在LINE Today香港之中。 LINE Today香港會利用Taboola的多款產品來優化推薦內容，包含Taboola Feed。該產品以無縫整合的動態消息提供给用戶個人化的內容，創造更有參與感的閱讀體驗。在LINE Today香港的首頁與所有文章頁皆能享受到該服務。 「LINE已經建立了一個表現極佳的『行動優先』品牌，將溝通、內容和娛樂放在首位，」Taboola首席執行長兼創辦人Adam Singolda表示：「LINE在亞太地區的廣泛影響力，搭配我們推薦內容的能力，可以確保用戶在行動設備上讀到高品質的新聞。我們十分高興能為其中的LINE Today香港帶來新的發現和推薦內容廣告技術，並為LINE Today香港 開闢新的盈利途徑。」 「我們的目標一直是讓世界各地的人距離更近，也更容易取得資訊與服務。」LINE Plus Corporation的高級副總裁姜玄玭( Hyunbin Kang )表示：「我們的新聞讀者在協助我們達到此目標的過程中扮演非常重要的角色，因為這些數據能鼓勵人們去閱讀更多與身邊議題相關的報導。在推薦服務方面，Taboola的團隊、技術與專業知識使其成為替香港LINE用戶優化推薦內容的最佳選擇。」   關於 Taboola Taboola 經營Open Web 的推薦，協助大眾發掘感興趣的事物。該公司的平台採用人工智慧技術，受數位資產所愛用，包括網站、裝置和行動應用程式，以帶動營利和使用者參與。Taboola 與不少世界頂尖數位資產已有長久合作關係，包括 CNBC、NBC News、Business Insider、The Independent 和 El Mundo。13,000 餘家廣告主採用 Taboola，在品牌安全的環境下觸及超過 5 億的日常活躍使用者。該公司在全球 18 個城市設有辦事處，包括美國的紐約和以色列的特拉維夫。   如欲瞭解更多資訊，請造訪 www.taboola.com，並追蹤 Twitter：@taboola。 --- ### Lily’s Kitchen Reaches Over 1 Million New Pet Lovers in 8 Months With Taboola High Impact URL: https://www.taboola.com/press-releases/lilys-kitchen-reaches-over-1-million-new-pet-lovers-in-8-months-with-taboola-high-impact/ Last Modified: 2021-10-06 12:48:56 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the impressive results of its 2021 campaign with pet food company Lily’s Kitchen, which has reached over 1.1 million target consumers in eight months using Taboola’s High Impact solution. Lily’s Kitchen exists to make pets’ lives better by inspiring pet parents to feed pets properly. As a B Corp, it is dedicated to using its business as a force for good, providing natural recipes with fresh ingredients for complete, balanced meals for pets. The company wanted to reach pet owners in the United Kingdom, outside of search and social channels, to meet its brand awareness goals and scale its audience. For this, it turned to Taboola’s High Impact offering, designed to enable marketers to drive brand awareness in premium formats, placements and environments across the Taboola network. Lily’s Kitchen used Taboola High Impact to launch a pet-centric video campaign with lifestyle-driven creatives that put its consumer’s pets at the centre of its marketing. Lily’s Kitchen tested 15-, 30- and 40-second video creatives at the top of the Taboola Feed and mid-article, driving over 1,167,648 completed views in just eight months. Visible Click-Through Rate (vCTR) increased by 9% from February to August of this year, and completion rate increased by 14% in the same timeframe. Taboola High Impact is specifically designed to support premium brand awareness campaigns, allowing advertisers to effectively reach over 500 million daily active users across the world’s top publisher sites. Ads served using the solution only run on the highest impact placements on trusted publisher sites, such as homepages, mid-article placements, and at the very top of Taboola Feed, empowering advertisers with greater control over where their ads appear.  Kelly Boness, Digital Acquisition Manager at Lily’s Kitchen said: "Lily’s Kitchen is always looking for new and innovative ways to reach new audiences at scale, to connect more pet lovers with wholesome food for happy, healthy cats and dogs. Taboola High Impact allowed us to reach new audiences outside of search and social channels, using premium placements that put our proper food for pets front and centre for our intended audience." About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Selected as Exclusive Content Recommendations Ad Provider for LINE Today Hong Kong URL: https://www.taboola.com/press-releases/taboola-selected-as-exclusive-content-recommendations-provider-by-line/ Last Modified: 2021-10-06 12:43:11 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced LINE Today Hong Kong has selected Taboola to power ad module recommendations for LINE Today in the Hong Kong market. The LINE messaging app reaches more than 188 million global monthly active users and provides a wide range of services to its users. LINE Today serves as a news and content hub within the LINE app, which connects users with leading destinations for mobile news and content consumption in several countries. Taboola’s ad module recommendations will operate on LINE Today Hong Kong. LINE Today Hong Kong will power recommendations by leveraging several Taboola innovations, including Taboola Feed, a seamlessly integrated feed that provides readers with personalised content for a more engaging experience, across the LINE Today Hong Kong home page and all of its articles. “LINE has built an incredible mobile-first brand that places communication, content, and entertainment at the forefront,” said Adam Singolda, CEO and founder, Taboola. “Their massive reach particularly in the APAC region, coupled with our ability to recommend content ensures that people will receive quality news on their devices. We’re excited to bring discovery and recommendations to LINE Today Hong Kong, operated by one of the world’s most popular messaging apps, and unlock new ways for LINE Today Hong Kong to monetize.” “Our goal has always been to bring people around the world closer to each other, to information, and to services,” said Hyunbin Kang, SVP, LINE Plus Corporation. “News readership plays an important part towards that goal, as it encourages people to read more about issues that surround them. Taboola’s team, technology and its expertise in recommendations made it the best choice for powering recommendations for our users in Hong Kong.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### NBC Sports Chooses Taboola as its Exclusive Mid-Article Content Recommendation and Video Provider in Multiyear Deal URL: https://www.taboola.com/press-releases/nbc-sports-chooses-taboola-as-its-exclusive-mid-article-content-recommendation-and-video-provider-in-multiyear-deal/ Last Modified: 2021-10-05 12:59:45 New York, NY  Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new, multiyear deal with NBC Sports, one of the most visited digital sports entertainment publishers in the United States. Under the agreement, all NBCSports digital properties will adopt Taboola as their exclusive video monetization and content recommendations provider for mid-article placements. These placements offer video advertisers a prominent brand safe environment to reach relevant consumers, while also allowing NBCSports the ability to recommend and promote their own content and initiatives. This agreement builds on a seven-year partnership between Taboola and NBCSports. In addition to the new mid-article solution, NBCSports will continue to utilize Taboola’s technology offerings, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content and targeted advertisements, to generate meaningful revenue and increase audience engagement. “Taboola has given us the opportunity to take a holistic approach to recommendations across our sites,” said Wendy Bass, SVP Programming & Rights Management, NBC Sports. “Our strategic partnership with Taboola has been a revenue driver for us and we look forward to keeping this relationship moving forward with their mid-article placements.” “We are pleased to continue to be a longstanding strategic partner for NBCSports,” said Adam Singolda, CEO and Founder, Taboola. “For more than seven years, we’ve been fortunate to work alongside them to build more engaged audiences and unlock new ways to monetize. By implementing Taboola’s mid article video solution with this deal, NBCSports will be able to achieve many different business objectives, such as promoting strategic campaigns, sending readers to other relevant content, driving subscriptions and ecommerce initiatives, or promoting viewership of their owned video content.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.     --- ### Taboola Partners with Xiaomi to Power Recommendations Globally Across More Than 100 Million Mobile Devices in 60 Markets URL: https://www.taboola.com/press-releases/taboola-partners-with-xiaomi-to-power-recommendations-globally-across-more-than-100-million-mobile-devices-in-60-markets/ Last Modified: 2021-09-14 14:31:59 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced its partnership with Xiaomi on powering recommendations across Xiaomi’s smartphones with Taboola News. Taboola News brings recommendations from Taboola’s large publisher network directly into offerings from mobile carriers and device manufacturers, including smartphone screens and web browsers. Xiaomi will integrate these recommendations, as part of a long-term strategic partnership with Taboola,  on the lockscreen of its more than 100 million overseas smartphones. Key among Xiaomi’s goals with Taboola News is the ability to provide consumers a positive user experience with its devices and offer quality content from publishers that keep users engaged. “Taboola is a well-known name for providing high quality news content,” said Chan Liu, General Manager of Global Internet Business, Xiaomi. “Our customer base is diverse and lives across more than 60 markets, which means the ability to offer content catered to their interests is a powerful one. We look forward to leveraging Taboola’s large publisher network to give our users the best experience possible.” “At a time when more people are reading news on mobile devices than ever before, we are pleased to partner with Xiaomi, a global technology leader,” said Adam Singolda, CEO and founder, Taboola. “Their mission of making quality technology accessible to everyone is a noteworthy one, and lives well alongside our desire of making quality journalism ubiquitous. Our partnership adds Taboola News to millions of new devices and we are honored to have Xiaomi have placed their long-term trust in us to deliver a positive user experience for their customers.” Taboola News creates new opportunities for engagement and revenue for mobile carriers, device manufacturers, publishers, and brands. Carriers and manufacturers use Taboola News to deliver personalized, relevant content to their users from Taboola’s global network of publishers, while tapping into new revenue streams. Publishers receive increased user traffic at no additional cost and advertisers have more opportunities to tap into Taboola’s massive reader scale to reach the right audiences.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo. More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter.   Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Attains TAG Brand Safety Certification for Setting Rigorous Standards to Protect Advertisers from Brand Risks URL: https://www.taboola.com/press-releases/taboola-attains-tag-brand-safety-certification-for-setting-rigorous-standards-to-protect-advertisers-from-brand-risks/ Last Modified: 2021-09-13 12:52:07 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has been awarded the TAG Brand Safety Certified Seal from the Trustworthy Accountability Group (TAG), an organization that works to increase trust and transparency in digital advertising. Brand safety is a top priority for marketers, with many brands focused on ensuring their ads run alongside trustworthy content. TAG’s brand safety certification is the industry’s largest and broadest program of its kind, demonstrating to advertisers that their partners have taken the necessary steps to reduce brand safety risk, so they can buy advertising inventory with confidence. This certification provides that assurance to more than 13,000 advertisers that choose Taboola to reach 500 million daily active users. After initially receiving Verified by TAG status in 2017, Taboola has now achieved all the requirements of this latest certification. To reach this point, Taboola was required to prove it was safe for brands through a variety of measures, including: - Robust policy: Ensuring all digital advertising adheres to the TAG Brand Safety Certified criteria, policies and procedures. - Transparency around content moderation: Ensuring transparency around AI and human content moderation policies. - Thorough validation: Ensuring 100% of monetizable transactions are reviewed by one or more independently validated content verification services, or through use of inclusion and exclusion lists for the specific agreement. - Long-term commitment: Defining compliance monitoring policies used to monitor and demonstrate compliance with each applicable Brand Safety Principle. This achievement is part of Taboola’s ongoing commitment to brand safety, with the company having recently announced partnerships with leaders in brand safety and suitability including IAS and MOAT. Mike Zaneis, CEO of TAG said: “The TAG Brand Safety Seal demonstrates that a company has set rigorous standards to protect its partners from new and emerging brand threats, so we are very pleased to recognize Taboola for taking the steps needed to achieve this certification. We look forward to continuing to work with Taboola and other partners around the world to further raise our industry’s standards for brand protection.” Adam Singolda, CEO and Founder, Taboola said: “TAG’s commitment to strengthening the integrity of the digital advertising ecosystem mirrors our own. They are a long-standing authority on all things brand safety and suitability, and as evidenced by this certification program, they have shown a clear dedication to helping advertisers. Thanks to this certification, advertisers can have extra confidence in the knowledge that their brand will be in safe hands with Taboola.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding the expected timing and impact of the acquisition, future prospects, product development and business strategies and our projections for future periods.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Completes Acquisition of Connexity, Creating a Powerful e-Commerce Solution for Publishers, Advertisers and Merchants Outside of Walled Gardens URL: https://www.taboola.com/press-releases/taboola-closes-connexity-acquisition/ Last Modified: 2021-09-01 16:15:56 Acquisition Expected to Significantly Expand Market Opportunity and Contribute to Accelerated Revenue Growth in 2022  New York, NY, September, 2021 -- Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has completed its previously announced acquisition of Connexity.  The transaction brings Connexity, one of the largest e-commerce media platforms on the open web, and its large scale of 6,000 publishers and 1,600 direct merchant relationships to Taboola, unlocking new ways for publishers, advertisers and merchants to effectively scale outside of walled gardens. “The future of open web monetization is e-commerce. Taboola, combined with Connexity, is uniquely positioned to capitalize on this market opportunity,” said Adam Singolda, CEO and founder, Taboola. “At a time when, according to eMarketer, over 60% of U.S. publishers are turning to e-commerce as a top revenue source, I believe every publisher is going to develop an e-commerce strategy. With Taboola and Connexity, publishers will get instant access to an innovative technology connecting readers with products, which capitalizes on where consumers spend a large part of their day--reading trusted news online. We’ve spent 14 years building relationships with the top publishers in the world, and now, merchants can benefit from that massive scale, reaching buyers across the open web. With Taboola, e-commerce brands are no longer trapped within the walls of Amazon.” Moving forward, Taboola will give advertisers and merchants new ways to benefit, by offering Connexity e-commerce solutions across Taboola’s vast network of more than 9,000 digital properties that reach 500 million daily active users. By tapping into Taboola’s network of trusted editorial content, e-commerce brands will be able to drive customer acquisition on a massive scale, by placing their products on more stories that consumers are reading. With Connexity offerings integrated into Taboola’s network of digital properties, these publishers will have instant access to a new way to drive meaningful revenue growth as well.  Connexity has solutions for merchants and publishers, including: - Merchant solution: - Publisher network: Connexity enables merchants such as Walmart, Overstock, Chewy, and Michael Kors to reach relevant shoppers on the open web via its expansive publisher network, as well as bespoke search platform integrations. The company connects consumer buyers with more than 750 million product offerings on its shopping intent network, driving more than 1 million monthly transactions for its advertisers.  - Social influencers: Merchants can also reach relevant shoppers through social influencers--those with at least 10,000 followers and many with millions. Brands including Wayfair, Lands’ End and Forever 21 are leveraging this offering to drive significant buyer engagement when social influencers promote their products through their social media posts.  - Publisher solution: - Shopping section: Connexity enables publishers to launch their own shopping section on their websites, giving users a contextual and relevant shopping experience. Leading properties including Better Home & Gardens by Meredith, CNET, and Best Reviews, who are using this offering to build their own customized e-commerce offerings and connect buyers with products they may love. - Commerce content platform: Enabling publishers to automatically integrate product offerings into their editorial content, allowing readers to instantly purchase relevant products based on the articles they are reading. Publishers including Condé Nast, Hearst, Dotdash, Hello! Magazine and News Corp Australia are scaling e-commerce into a key revenue stream for their business.  Under the terms of the agreement, Taboola acquired Connexity for total consideration including purchase price and retention incentives of $800 million consisting of approximately $590 million in cash and $210 million in Taboola stock. Analyst information session - September 28, 2021 The company plans to hold a Connexity-focused analyst information session on September 28, 2021, to share additional information around the combined company’s strategy and financial expectations. The call can be accessed via webcast at https://investors.taboola.com.    About Taboola Taboola powers recommendations for the open web, helping people discover things they may like.  The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, BBC, NBC News, Business Insider, The Independent and El Mundo.  More than 14,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. Following the acquisition of Connexity in 2021, Taboola is a leader in powering e-commerce recommendations, driving more than 1 million monthly transactions each month. Leading brands including Walmart, Macy’s, Wayfair, Skechers and eBay are among key customers. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding the expected timing and impact of the acquisition, future prospects, product development and business strategies and our projections for future periods.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola and DoubleVerify Partner to Bring Brand Safety and Suitability Targeting Controls to More Than 13,000 Global Advertisers URL: https://www.taboola.com/press-releases/taboola-and-doubleverify-partner-to-bring-brand-safety-and-suitability-targeting-controls-to-more-than-13000-global-advertisers/ Last Modified: 2021-08-25 12:51:13 Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a partnership with DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics. With this launch, Taboola’s advertiser partners, including performance marketers, brands and media agencies, will receive access to DV’s standard brand safety and suitability targeting technology, allowing for control over the quality of where their ads are placed. These settings can be customized by advertisers based on DV’s deep ontological expertise and industry-leading brand safety and suitability controls. DV’s sophisticated approach to content classification allows advertisers to carefully balance brand reputation, protection, and scale while achieving their marketing objectives across their Taboola campaigns. DV’s pre-bid brand safety and suitability segments are now available directly within the Taboola Ads console for use when planning and executing campaigns on Taboola’s vast network of more than 9,000 premium digital properties. Advertisers can make use of DV’s safety and suitability segments while taking advantage of the variety of outcome-based buying options, including CPC and vCPM, available in the Taboola Ads console. “DoubleVerify’s brand safety and suitability solution enables brands to align their advertising dollars with suitable content, which improves performance,” said Mark Zagorski, CEO of DoubleVerify. ”Extending turnkey access to our solutions across Taboola’s environment will help global brands build confidence in their media placements and achieve a higher rate of contextual content suitability. This, in turn, helps create a stronger digital ecosystem where advertisers are able to support premium publisher inventory while safeguarding brand equity.” “Many of today’s advertisers require a nuanced approach to brand safety and our reach, coupled with DoubleVerify’s ability to offer different tiers of safety and suitability within different categories, is uniquely valuable,” said Adam Singolda, CEO and founder, Taboola. “With shifts in how consumers view ads online and the growth of ad spend after last year, advertisers deserve peace of mind that their ads are running alongside the content they prefer. DoubleVerify is an innovator in the realm of advertiser trust, and as we bolster our suite of brand safety offerings, partnering with them was a natural fit.” About DoubleVerify DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding the expected timing and impact of the acquisition, future prospects, product development and business strategies and our projections for future periods.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.           --- ### Taboola Launches New Premium Advertisers Program For Brands and Agencies Across EMEA URL: https://www.taboola.com/press-releases/taboola-launches-new-premium-advertisers-program-for-brands-and-agencies-across-emea/ Last Modified: 2021-08-18 15:59:48 New program will grant select clients premium services with the goal of increasing performance using Taboola’s platform to maximize business ROI  Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, has today announced its new Premium Advertisers Program to empower brands and agencies with best practices to increase customer acquisition, platform adoption, campaign success, and growth potential across Taboola’s platform. Taboola rolled out the inaugural Premium Advertisers program with the pilot program kicking off during and through 2020 and the Covid-19 pandemic with participants from leading brands and advertising agencies across EMEA willing to invest in a full service optimization package. Some of the VIP services are hands-on training with Taboola’s creative workshop team, getting a  customized creative strategy including a full funnel analysis and content asset creation, other curated workshops and training sessions such as vertical analysis, CVR trends and marketing data for brands, client insights analysis, executive roundtable series, private Q&A sessions with product leads, private sessions with the senior executive team and upgraded SLA’s to ensure seamless and successful campaign rollouts. Sharing views on their experience going through the Taboola’s Premium Partner program:   David Said, Head of Native Advertising at Resolution Media - a subsidiary of Omnicom in Germany said, ''Being a Taboola Premium Partner in Germany, we have experienced outstanding service levels, unparalleled in the German Native Advertising space. For us, the success of the program has been underpinned by the revamp of Taboola's campaign management platform (Taboola Ads) and the continuous development of features aiming to improve campaign performance. This has enabled us to leverage the maximum success for our clients and position Native as a strategic channel with top brands in Germany.” Omer Sadeh, Social Media & Native Acquisition Team Leader at eToro in Israel agreed, "The cooperation with Taboola is one of our strongest. It spreads out from optimization and testing, localization and creatives, all the way to building our unique strategy according to eToro goals."  Bastien Machefert, Head of Display at Meetic in France added, "Transparency and accountability. We fully trust our account managers in their effort to bring us the best performances, and that's why we share that much data. We particularly appreciate working as a team on our daily optimisations and on more unusual issues."  Dimitris Troulis, Senior Biddable Executive at Performics/Ancestry concurred, stating, "The collaboration with Taboola is amazing! The team has always been super responsive and helpful. It has been a real pleasure working with them."  Chris Spong Senior Account Manager Mediacom Global (for Dell) is excited to be joining the program,  "We love the innovation being proposed and know that this program will make an enormous impact to our bottom line." Brands and agencies working with Taboola across EMEA can reach out to their account managers to learn more about Taboola’s Premium Partner Program.    About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding the expected timing and impact of the acquisition, future prospects, product development and business strategies and our projections for future periods.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola Acquiring Connexity, Bringing Personalized e-Commerce Recommendations To The Open Web URL: https://www.taboola.com/press-releases/taboola-acquires-connexity/ Last Modified: 2021-07-23 11:00:08 Acquisition creates one of the largest e-Commerce media platforms on the open web; Connexity clients include Walmart, Wayfair, Skechers, Macy’s, eBay and Otto - Connexity is one of the largest e-Commerce media platforms on the open web, with over a million monthly transaction events. - The acquisition will enable merchants to reach new clients through Taboola on the open web. - Taboola and Connexity will be well positioned to drive growth to digital properties and help diversify their revenue mix, while also helping merchants and advertisers — all capitalizing on the significant future growth potential within the $35+ billion e-Commerce media addressable market in the US, according to eMarketer. - Connexity drives its merchant business using contextual signals, alongside direct relationships with publishers, similar to Taboola - hence is not reliant on third party cookies. - This acquisition creates a company with ex-TAC Gross profit of over $500 million, and approximately $185 million of adjusted EBITDA over the twelve months ended March 31, 2021. - Taboola expects to grow its stand-alone ex-TAC Gross profit in 2021 more than 20% versus 2020. When including Connexity, the pro forma growth of ex-TAC in 2021 vs 2020 is also expected to exceed 20%. - The transaction is expected to be accretive to our anticipated profitability in the first full year following the transaction. - The combination will mark a significant step forward towards Taboola’s open web vision by bringing a market-leading catalog of e-commerce offerings into Taboola’s “Recommend Anything and Anywhere” strategy. - The total consideration of the transaction is approximately $800 million, consisting of cash and Taboola shares.   New York, NY, July 23, 2021 -- Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $800 million. Connexity is one of the largest independent e-Commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers. Connexity’s core technology powers customer acquisition for leading merchants including Walmart, Wayfair, Skechers, Macy’s, eBay and Otto. Connexity reaches more than 100 million unique shoppers per month, via relationships with premium publishers including Condé Nast, DotDash, Hearst, Vox Media, Meredith, and News Corp Australia. In addition, Connexity allows publishers to seamlessly integrate more than 750 million product offers on their websites, providing a significant revenue stream. The acquisition of Connexity aligns with Taboola’s “Recommend Anything” growth strategy to introduce new types of recommendations and enter new segments, while leveraging its significant scale and recommendations platform to deliver even greater value to its 9,000 digital property partners, 13,000 direct advertisers and 500 million daily active users. This acquisition empowers a new type of advertiser to connect with Taboola’s massive and global audience across the open web, while providing publishers with a new and additional way to drive meaningful revenue growth, tapping into the estimated $35 billion U.S. e-Commerce media market, as well as the large global market. Taboola's advanced technology coupled with Connexity's retail expertise and index of more than 750 million product offers will help introduce a new type of recommendation offering for Taboola on the open web. These recommendations will connect editorial content to product recommendations, where readers can easily buy products related to stories they are reading. “We’re so excited to welcome the Connexity team to our Taboola family, today is a big day,” said Adam Singolda, CEO and founder, Taboola. “The rise of social commerce proves the value of commerce alongside content, and with Connexity, Taboola is primed to bring this value to the open web.  e-Commerce is the future of the open web, consumers will be buying outside of Amazon, on publishers’ sites next to trusted editorial content a lot more than they are today. Amazon has millions of merchants, but merchants mainly have Amazon. That changes today. Combining Taboola and Connexity’s technologies is one step forward in creating an alternative to walled gardens.” “Today, our vision of helping brands easily connect with customers and helping publishers grow gets supercharged with Taboola,” said Bill Glass, CEO of Connexity. “This is a shared vision for both companies, which makes this deal a natural fit and a huge win for both of our customer sets. I want to thank all of the team members as well as our loyal customers and partners who have helped Connexity pioneer its space and grow over the past 20 years.” Today’s deal represents Taboola’s fifth acquisition and adds over 200 people to their team, bringing the number of total employees to approximately 1,600. Bill Glass, Connexity CEO, and the Connexity management team will lead the newly formed business unit at Taboola. Connexity generated $158 million of revenue, $63 million of ex-TAC Gross profit and $28 million of Adjusted EBITDA in 2019, growing to $176 million of revenue, $78 million of ex-TAC Gross profit and $38 million of Adjusted EBITDA in 2020, driven by expansion of its merchant customer base, as well as the successful integration of Skimlinks’ market-leading commerce content technologies.   Transaction Details Total estimated consideration for the Connexity acquisition is $800 million including purchase price and retention incentives. Taboola plans to finance the transaction with approximately $260 million from cash on hand, $300 million from committed debt financing and approximately $240 million through the issuance of ordinary shares to the seller. The exact number of ordinary shares issued will depend on the volume weighted average price of Taboola’s shares over the five business days ending three business days prior to the closing. The company expects the transaction to close in the third quarter of 2021, subject to receipt of regulatory approvals and satisfaction of customary closing conditions. Until the transaction closes, both companies will continue to operate independently. Following becoming a publicly listed company on June 30, 2021, Taboola's estimated fully diluted share count, as of the start of the third quarter, was approximately 256 million using the Treasury Stock Method of estimating fully diluted shares outstanding. This implies a fully diluted market capitalization of approximately $2.3 billion based on Taboola’s closing stock price of $9.00 on July 22, 2021. This market capitalization would imply dilution from this transaction to existing shareholders of approximately 10.4% at the $9.00 share price. These figures are estimates and only for illustrative purposes. JPMorgan Chase Bank, N.A. and Credit Suisse AG acted as financial advisors to Taboola.  JPMorgan Chase Bank, N.A. and Credit Suisse AG are providing committed debt financing for the transaction. Davis Polk & Wardwell LLP and Meitar Law Offices provided legal counsel to Taboola. Baird and BrightTower acted as financial advisors to Connexity.  Paul Hastings LLP provided legal counsel to Connexity. Conference Call Information Taboola will host a conference call today, Friday, July 23rd, at 8:30 a.m. ET to discuss the transaction. The call can be accessed via webcast at https://investors.taboola.com, or by conference call by dialing (877) 312-1874, or (470) 495-9527 for international callers, and entering the conference ID 3278004. Taboola will provide additional details about the transaction and Q2 2021 results on its Q2 2021 earnings conference call, which is planned for Wednesday, August 11th. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter.  Non-GAAP and Combined Financial Measures; Certain Limitations on Financial Information This release sets forth certain combined financial information for Taboola and Connexity. Connexity's financial information reflects its historical results combined (on a simple summation basis) with the results of Skimlinks for periods prior to May 2020, when it acquired Skimlinks. Such financial information is a simple summation of results for Taboola and Connexity, and does not reflect pro forma financial results pursuant to Article 11 of Regulation S-X.  Such pro forma financial results could differ materially from that set forth above. Historical financial information for Connexity presented in this report has not been audited or reviewed by Connexity’s independent auditor. The Connexity financial information for 2019 and 2020 is derived in part from their audited financial statements and then combined with financial information for Skimlinks for all periods prior to its acquisition by Connexity in May 2020. The Skimlinks financial information contained in the combined presentation is derived from its unaudited management reports. Following the acquisition, accounting and audit procedures could identify adjustments to Connexity and/or Skimlinks historical financial information which could be material.  In addition, Skimlinks reports substantially all of its revenue on a net basis after TAC, while the Connexity legacy business reports on a gross revenue basis.  We have not yet determined whether we would make any changes to their accounting policies upon acquisition; any such change could change reported revenues for Connexity and could be material Accordingly, investors should be cautious in the reliance placed on such information. As a private company, Connexity is not subject to the public company accounting standards and Securities and Exchange Commission accounting requirements that apply to Taboola.  For these reasons, the Connexity financial information contained in this report may not be directly comparable to Taboola’s financial information and may be subject to material adjustment following the acquisition. However, Management believes it is important to provide the Connexity financial information to enable Taboola shareholders and others to better understand Connexity’s business and the pending business combination. This press release includes ex-TAC Gross Profit and Adjusted EBITDA, which are non-GAAP financial measures. These non-GAAP financial measures are not measures of financial performance in accordance with GAAP and may exclude items that are significant in understanding and assessing the company’s financial results. Therefore, these measures should not be considered in isolation or as an alternative to revenues, gross profit, net income, cash flows from operations or other measures of profitability, liquidity or performance under GAAP. You should be aware that the company’s presentation of these measures may not be comparable to similarly-titled measures used by other companies. The company believes non-GAAP financial measures provide useful information to management and investors regarding future financial and business trends relating to the company. The company believes that the use of these measures provides an additional tool for investors to use in evaluating operating results and trends and in comparing the company’s financial measures with other similar companies, many of which present similar non-GAAP financial measures to investors. Non-GAAP financial measures are subject to inherent limitations because they reflect the exercise of judgments by management about which items are excluded or included in calculating them. ex-TAC Gross Profit.  The company calculates ex-TAC Gross profit as Gross Profit adjusted to include Other cost of revenues. Connexity calculates ex-TAC Gross profit as Revenues less Traffic acquisition costs with respect to its Connexity legacy business, and its net revenues for its Skimlinks business (as Skimlinks reports substantially all of its revenue on a net basis after Traffic acquisition costs).   Taboola Connexity (1) Combined Company Twelve months ended March 31, 2021 2021 (Guidance) 2019 2020 Twelve months ended March 31, 2021 Twelve months ended March 31, 2021 $, thousands (except Guidance, in millions) Revenues $ 1,212,497 $1,298-$1,308 $ 158,382 $ 175,709 $ 188,091 $ 1,400,588 Traffic acquisition costs (793,199) ($832-$852) (95,183) (98,123) (102,561) (895,760) Other cost of revenues (63,078) ($80-$82) (3,687) (3,982) (4,077) (67,155) Gross Profit $ 356,220 $374-386 $ 59,512 $ 73,604 $ 81,453 $ 437,673 Add back: Other cost of revenues $63,078 $80-82 $3,687 $3,982 $4,077 $67,155 ex-TAC Gross profit $ 419,298 $456-$466 $ 63,199 $ 77,586 $ 85,530 $ 504,828 (1) Represents Connexity results combined with results for Skimlinks (which was acquired by Connexity in May 2020) for periods prior to its acquisition date.   Adjusted EBITDA.  The company calculates Adjusted EBITDA as Net income (loss) before net financial expenses, income tax provision and depreciation and amortization, further adjusted to exclude share-based compensation and other noteworthy income and expense items such as certain merger or acquisition related costs, which may vary from period-to-period. We present Adjusted EBITDA for Connexity on the same basis: Net income (loss) before net financial expenses, income tax provision and depreciation and amortization, further adjusted to exclude share-based compensation and other noteworthy income and expense items such as certain merger or acquisition related costs and Discontinued activities which may vary from period-to-period. Taboola Connexity (1) Combined Company Twelve months ended March 31, 2021 2019 2020 Twelve months ended March 31, 2021 Twelve months ended March 31, 2021     $, thousands     Net income (loss) $ 50,933 $ 8,600 $ 12,767 $ 28,967 $ 79,900 Adjusted to exclude the following Financial expense (income) $ 3,999 $ 1,747 $ 5,869 $ 7,673 $ 11,672 Tax expenses (income) $ 12,721 $ 287 $ (8,491) $ (6,835) $ 5,886 Depreciation and amortization $ 32,450 $ 6,872 $ 12,182 $ 14,437 $ 46,887 Share-based compensation expense $ 31,138 $ 40 $ 129 $ 129 $ 31,267 M&A cost $ 10,215 $ 900 $ 2,663 $ 3,634 $ 13,849 Discontinued activities $- $ 9,736 $ 12,639 $ (3,645) $ (3,645) Adjusted EBITDA $ 141,456 $ 28,182 $ 37,758 $ 44,360 $ 185,816   (1) Represents Connexity results combined with results for Skimlinks (which was acquired by Connexity in May 2020) for periods prior to its acquisition date. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding the expected timing and impact of the acquisition, future prospects, product development and business strategies and our projections for future periods.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. This release sets forth certain combined financial information for Taboola and Connexity.  Such financial information is a simple summation of results for Taboola and Connexity, and does not reflect pro forma financial results pursuant to Article 11 of Regulation S-X.  Such pro forma financial results could differ materially from that set forth above. --- ### Taboola News Powers Personalized News Feeds in Over 80 Countries; Now Driving an Average of 220 Million Engagements Each Month on Editorial Content from Premium Publishers Around the World, Representing Growth of 270 Percent Year-Over-Year URL: https://www.taboola.com/press-releases/taboola-news-powers-personalized-news-feeds-in-over-80-countries/ Last Modified: 2021-07-19 12:55:21 NEW YORK, NY -- Taboola, (Nasdaq: TBLA) a global leader in powering recommendations for the open web, helping people discover things they may like, today announced significant adoption and achievements for its Taboola News product offering. Taboola News brings recommendations from Taboola’s large publisher network, which reaches over 500 million daily active users, directly into offerings from mobile carriers and device manufacturers, including smartphone screens and web browsers. The product is now live in over 80 countries around the world including those from Samsung Brazil, América Móvil, and many of the world’s largest mobile device manufacturers and carriers. Furthering its commitment to helping publishers and the open web thrive, Taboola News drives an average of more than 220 million monthly engagements on editorial content through these mobile device and OEM partnerships, which has seen an increase of more than 270 percent year-over-year. (Q2 2020 vs Q2 2021). Taboola News creates new opportunities for engagement and revenue for mobile carriers, device manufacturers, publishers, and brands. Carriers and manufacturers use Taboola News to deliver personalized, relevant content to their users from Taboola’s global network of publishers, while tapping into new revenue streams. Publishers receive increased user traffic at no additional cost and advertisers have more opportunities to tap into Taboola’s massive reader scale to reach the right audiences. “More than 86 percent of U.S. adults get news from a smartphone, according to Pew Research Center, which makes it clear that consumers have an appetite for quality journalism wherever they go,” said Adam Singolda, CEO and founder, Taboola. “This type of demand is one of the reasons why Taboola News has been so successful in partnering with many of the world’s premier carriers and OEMs. This is part of our growth engine and speaks to our “Recommending Anywhere” philosophy, where we bring the open seb, and our publishers into anywhere people spend their time.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola announces three-year partnership with Weatherzone, Australia’s leading commercial weather information provider URL: https://www.taboola.com/press-releases/taboola-announces-three-year-partnership-with-weatherzone-australias-leading-commercial-weather-information-provider/ Last Modified: 2021-07-13 13:56:34 Taboola, a global leader in powering recommendations for the open web helping people discover things they may like, today announced a new three-year strategic partnership with Weatherzone, a DTN company. The partnership includes Taboola’s content discovery feature Taboola Feed, plus Taboola Video and Taboola News. Weatherzone is Australia’s largest private weather service, reaching one in five Australians each month with weather forecasts, news and insights. In addition to its consumer services, Weatherzone provides operational intelligence to business, corporate and government clients across 15 industries including energy, travel, insurance, agriculture, retail, and mining. Taboola’s content recommendation tool will be rolled out across the Weatherzone website (www.weatherzone.com.au) and its mobile apps, integrating the Taboola Feed, enabling users to access content recommendations, and Taboola News for new audience engagement opportunities. Weatherzone will also integrate Taboola Video, allowing audiences to watch high-visibility videos, boosting engagement and user experience. Weatherzone Managing Director, Martin Palmer, said: “We are always exploring ways to enhance our user experience with contextualised content. Taboola’s ability to enhance content discovery and audience engagement across our web and app platforms was a key driver in our decision to partner with them.” Adam Singolda, CEO and Founder at Taboola, said: “We are thrilled to partner with Weatherzone, a premium publisher and key weather destination in the Australian market. We look forward to supporting their local and national news by giving their readers more of what’s relevant, interesting, and new.” The Weatherzone partnership follows Taboola’s recent announcements of partnerships with Are Media, Repco Supercars Championship and Val Morgan Digital.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. About Weatherzone, a DTN company Weatherzone is Australia’s largest private weather service. Our team of highly qualified meteorologists understand the impact weather has on the day-to-day operations of businesses and life of consumers. Weatherzone provides the most accurate and reliable insights to more than five million Australians a month and more than 15 industries including mining, agriculture, energy, ports, aviation, retail, insurance, broadcast media, digital media and more. In 2020, Weatherzone won the World Meteorological Organization’s (WMO) highest award for “Private Sector Information Content (usefulness, reliability, quantity and quality of information)”. For more information about DTN visit https://www.dtn.com. --- ### Taboola Adds Gilad Shany, Chief Executive Officer at ION Acquisition Corporation to its Board of Directors URL: https://www.taboola.com/press-releases/taboola-adds-gilad-shany-chief-executive-officer-at-ion-acquisition-corporation-to-its-board-of-directors/ Last Modified: 2021-07-12 13:00:20 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the appointment of investment industry veteran Gilad Shany to its board of directors. Gilad currently serves as Chief Executive Officer at ION Acquisition Corporation, a Special Purpose Acquisition Corporation (SPAC) that has raised US $258,750,000 in its initial public offering, and Managing Partner and co-founder of ION Crossover Partners (ICP). ION is a leading Israeli based investment management firm with over $3bn of AUM across private and public markets, and a fundamental research focus on Israeli technology companies. Gilad sourced and led investments in dozens of leading Israeli companies including, Mobileye NV, Monday.com, Mellanox Technologies and Varonis Systems Inc. Gilad graduated Magna Cum Laude from Tel Aviv University with a B.S. in Physics, Astronomy and Philosophy and with Honors from the Wharton School with an M.B.A. “First and foremost this is an investment in people we know and have appreciated for many years. The Taboola team has a track record of forging close partnerships with thousands of well-known digital properties, brands and media agencies,“ said Gilad Shany, CEO of ION Acquisition Corporation. “Taboola has an inspiring vision to power the open web with cutting edge technologies, enabling publishers and advertisers to achieve their business goals while engaging consumers as they discover content that delights them. I am personally excited about this moment in time where we can make the search for knowledge exciting and playful, while maintaining consumer privacy and a level playing field for publishers who work tirelessly to create engaging content.” “We are excited to welcome Gilad to the Taboola family,” said Adam Singolda, CEO and founder, Taboola. “Gilad has deep experience in the public markets, building trust with investors, and the technology community across a variety of industries. Even more important, we’ve known Gilad for many years and have built a relationship based on transparency and trust, enabling us to embark on this new journey together. We are grateful to have his perspective and support as we navigate our new path as a public company.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.   --- ### Taboola Begins Trading on Nasdaq Under Symbol “TBLA”; Follows Strong Q1 Earnings with Raised Full-year Expectations for Revenue and Profit, Company Is A Leader In Powering Recommendations For The Open Web URL: https://www.taboola.com/press-releases/taboola-begins-trading-on-nasdaq/ Last Modified: 2021-06-30 10:45:13 Company Supports the World's Top Digital Properties and Connects Advertisers with 500 Million Daily Active Users Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has become a publicly listed company trading on Nasdaq under the new ticker symbol “TBLA.”  Taboola joins Nasdaq at a time when online advertising on the open web accounts for more than an estimated $60 billion in spending per year. This market is highly fragmented and has traditionally relied on ad formats such as banner ads, which can lack relevancy and efficacy. Taboola uniquely taps into this estimated $60 billion market through its recommendation platform which renders editorial and paid recommendations natively, in contextually relevant moments, across more than 9,000 of the world’s premium digital properties with which the company has direct relationships and for 13,000 direct advertisers. Taboola’s direct partnerships with digital properties and the value inherent in being an editorial recommendation engine positions the company well in a dynamic privacy environment. Taboola’s listing on Nasdaq comes after several recently announced milestones for the company, including: - Q1 revenue and profit beat: Taboola reported revenue of $303 million and net income of $18.6 million in Q1 2021, outperforming its original revenue and profit projections and raising its full year expectations.  - Expanded Board of Directors: Advertising and publishing industry veterans Deirdre Bigley and Lynda Clarizio were added to Taboola’s Board of Directors, effective April 2021. Taboola recently announced Gilad Shany, CEO of ION as an addition to its Board as well. - Large partner wins: New or expanded partnerships announced with more of the world’s largest publishers in 2021, including BBC Global News, Reach PLC, Sankei, Sinclair Broadcast Group, Dennis Publishing, Globes, Ynet, and Are Media. - Investment in growth, product and partner innovation:  - Recommending Anything: As part of Taboola’s focus on recommending Anything, and as was presented in its investor deck, one of Taboola’s areas of growth is capturing video dollars from brands and media agencies. Towards that goal, the company generated $90M in video in 2020. Building on this progress, Taboola announced Taboola High Impact, a new advertising solution that combines ad format innovation such as mid-article placements with transparency controls and access to exclusive readership data, empowering brand marketers and agencies to drive brand awareness. The company also announced a collaboration with Oracle Moat Measurement bringing new control, choice and transparency via a direct integration with Taboola’s media buying platform, to advertisers working with Taboola. - Recommending Anywhere: Taboola continued to grow its integrations of Apple News-like services on Android devices, and in Q1 2021 launched new partnerships such as Samsung in Brazil. As part of its publisher initiatives, Taboola released several product innovations as well. This included significant enhancements to Taboola Newsroom, enabling publishers to drive subscriptions using Taboola’s advanced A.I. and insights, sourced from its exclusive dataset about readership on the open web. It also announced Taboola Stories, a new way for publishers to engage readers with the familiar captivating “stories” format that users love on social media, and those known to be effective for e-commerce brands. “Today is a significant milestone for Taboola, one that cements our commitment to power recommendations and be the champion for the open web,” said Adam Singolda, CEO and founder, Taboola. “Tens of thousands of advertisers and publishers have placed their trust in Taboola since we started more than 13 years ago, allowing us to drive success in delivering revenue, engagement and audience growth. I’m so humbled to work with our publisher and advertiser friends and look forward to the years to come. Thank you all for believing in us. As I wrote about in my first quarterly shareholder letter for investors, I’m excited to have incredible investors on our journey -- firms like Fidelity, Baron Capital, Federated and others. Most importantly, I’m proud of the thousands of Taboola team members that have made all of our success possible. Thank you to everyone. I love the open web, and there is so much ahead of us - today is just the beginning.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter.  Disclaimer - Forward-Looking Statements Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies.  Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth under “Risk Factors” in our Registration Statement on Form F-4 and our other SEC filings. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based. --- ### Taboola to Become Publicly Traded following Business Combination with ION Acquisition Corp. 1 Ltd. URL: https://www.taboola.com/press-releases/taboola-to-become-publicly-traded-following-business-combination-with-ion-acquisition-corp-1-ltd/ Last Modified: 2021-06-28 20:15:14 IACA stockholders voted to approve the proposed business combination in a special meeting today. NEW YORK, NY – June 28, 2021 - Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced that Ion Acquisition Corp. 1, Ltd’s (“ION”)(NYSE:IACA) stockholders voted to approve the previously announced business combination. The vote took place during a special meeting today and final voting results are being filed by ION with the Securities and Exchange Commission on Form 8-K. The closing of the business combination is expected to take place on June 29. The transaction will generate approximately $526 million upon closing, given the very low redemptions by ION shareholders. Following the closing, the company’s ordinary shares and warrants will begin trading on the Nasdaq Global Select Market (“Nasdaq”) beginning on June 30 under the ticker symbols “TBLA” and “TBLAW” respectively. Important Information Neither the SEC, any state securities commission or the Israel Securities Authority has  approved or disapproved of the securities to be issued in connection with the Business Combination, or determined if the Registration Statement is accurate or adequate. Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this presentation include, but are not limited to: the occurrence of any event, change or other circumstances that could give rise to the termination of the proposed transaction involving the Company and ION (such transaction, the “Business Combination”); the outcome of any legal proceedings that may be instituted against ION or the Company, the combined company or others following the announcement of the Business Combination; the inability to complete the Business Combination due to the failure to obtain approval of the shareholders of ION or to satisfy other conditions to closing; changes to the proposed structure of the Business Combination that may be required or appropriate as a result of applicable laws or regulations or as a condition to obtaining regulatory approval of the Business Combination; the ability to meet stock exchange listing standards following the consummation of the Business Combination; the risk that the Business Combination disrupts current plans and operations of ION or the Company as a result of the announcement and consummation of the Business Combination; the ability to recognize the anticipated benefits of the Business Combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; costs related to the Business Combination; changes in applicable laws or regulations; the Company’s estimates of expenses and profitability and underlying assumptions with respect to shareholder redemptions and purchase price and other adjustments; ability to attract new digital properties and advertisers; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of the Company’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the sections entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” in ION’s final prospectus relating to its initial public offering dated October 1, 2020, in the preliminary proxy statement/prospectus subject to completion relating to the Business Combination filed with the SEC by Taboola on Form F-4, and in subsequent filings with the Securities and Exchange Commission (“SEC”). Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. Neither ION nor the Company undertakes any duty to update these forward-looking statements except as may be required by law. Additional Information This communication is being made in respect of the proposed transaction involving Taboola.com Ltd. (“Taboola”) and ION Acquisition Corp. 1 Ltd. (“ION”). This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such jurisdiction. In connection with the proposed transaction, Taboola has filed with the Securities and Exchange Commission (“SEC”) a registration statement on Form F-4 that includes a preliminary proxy statement/prospectus subject to completion in connection with ION’s solicitation of proxies for the vote by ION’s shareholders with respect to the proposed transaction and other matters as may be described in the registration statement. Taboola and ION also plan to file other documents with the SEC regarding the proposed transaction and a definitive proxy statement/prospectus will be made available or mailed to holders of shares of ION’s Class A ordinary shares. BEFORE MAKING ANY VOTING OR INVESTMENT DECISION, INVESTORS ARE URGED TO READ THE FORM F-4 AND THE PROXY STATEMENT/PROSPECTUS REGARDING THE PROPOSED TRANSACTION AND ANY OTHER RELEVANT DOCUMENTS CAREFULLY IN THEIR ENTIRETY BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. The preliminary proxy statement/prospectus, as well as other filings containing information about Taboola and ION are available without charge at the SEC’s Internet site (http://www.sec.gov). Copies of the definitive proxy statement/prospectus can also be obtained without charge, from Taboola’s website at http://www.taboola.com. Copies of the definitive proxy statement/prospectus can be obtained, when available, without charge, from ION’s website at http://www.ion-am.com/spac. Participants in the Solicitations Taboola, ION and certain of their respective directors, executive officers and other members of management and employees may, under SEC rules, be deemed to be participants in the solicitation of proxies from ION’s shareholders in connection with the proposed transaction. You can find more information about ION’s directors and executive officers in ION’s final prospectus dated October 1, 2020 and filed with the SEC on October 5, 2020. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests is included in the proxy statement/prospectus filed with the SEC on Form F-4. Shareholders, potential investors and other interested persons should read the proxy statement/prospectus carefully when it becomes available before making any voting or investment decisions. You may obtain free copies of these documents from the sources indicated above. No Offer or Solicitation This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities, or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offering of securities shall be made except by means of a prospectus meeting the requirements of section 10 of the Securities Act, or an exemption therefrom. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company's platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Signs Long Term Strategic Partnership with Sliide to Power Content Recommendations for the World’s Largest Mobile Phone Manufacturers, Carriers and Publishers Globally URL: https://www.taboola.com/press-releases/taboola-signs-long-term-strategic-partnership-with-sliide-to-power-content-recommendations-for-the-worlds-largest-mobile-phone-manufacturers-carriers-and-publishers-globally/ Last Modified: 2021-06-22 13:50:49 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a long-term partnership with Sliide, a leading mobile platform that drives engagement and monetization for mobile carriers, OEMs and publishers, powering billions of user interactions. Under the deal, Taboola will be the exclusive provider of content recommendations across Sliide’s offerings, which are embedded within tens of millions of mobile devices in 187 countries, the majority of which are in the U.S.  These offerings live in several different formats integrated on-device at factory and in-app. Sliide’s customers now have instant access to offerings such as Taboola Feed, a vertical-scrolling feed, enabling users to access more of the content they love, including articles and video. The feed offers a similar experience to scrolling through social media networks, encouraging visitors to stay engaged longer by providing targeted, relevant content. With Taboola, Sliide can offer increased engagement and monetization options to its customers, sourced from Taboola’s long-term and exclusive relationships with more than 9,000 digital properties. “Mobile device manufacturers and carriers continue to look for ways to innovate,” said Corbyn Munnik, CEO, Sliide. “Part of that journey is having a constant eye towards how end user behaviors shift. The one constant is that news drives engagement. By partnering with Taboola to bring their vast network of news within our offerings, we’re making mobile a more attractive proposition for our customers through engagement and monetization, which has a direct impact on their bottom line.” “Teaming with an innovator such as Sliide brings us closer to making news truly ubiquitous,” said Adam Singolda, CEO and founder, Taboola. “Their scale and access to the world’s largest carriers and manufacturers, coupled with our scale of publisher relationships are a great match. Sliide’s customers benefit with an ability to offer end users a massive publisher network that keeps users engaged, while supporting quality journalism.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetisation and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. About Sliide Sliide provides a suite of mobile services that help companies get more from the mobile economy.  The suite, powered by its Accessware personalization technology, provides users with easy access to news, search, rewards and other essential services, complementing what's included with a device’s operating system.  Sliide is distributed through carriers and device manufacturers, allowing partners to differentiate their offering, increase customer loyalty, and generate new revenue streams.  Through its partnerships with the largest mobile carriers globally, the Sliide Suite is an essential part of the mobile experience for tens of millions of users a month.  Founded in 2014, the company is based in London with offices in New York.  For more information, visit Sliide.com --- ### Taboola shortlisted for Best Brand Engagement at the Performance Marketing Awards 2021 URL: https://www.taboola.com/press-releases/taboola-shortlisted-for-best-brand-engagement-at-the-performance-marketing-awards-2021/ Last Modified: 2021-06-21 15:20:08 Taboola has been shortlisted for the Best Brand Engagement Campaign category at the Performance Marketing Awards 2021. The winners will be revealed on Tuesday, 22nd June. The 15th annual Performance Marketing Awards will once again showcase the industry’s most innovative and groundbreaking campaigns, companies and individuals. On 22 June, the best from the performance marketing world will gather for a night of networking and celebration, eager to see who walks away with the awards in a year like no other. Taboola is nominated for its campaign with box mattress company OTTY which saw a dramatic increase on Return on Ad Spend (ROAS) by more than 50% when compared to last click, as reported by digital marketing agency QueryClick. Andrew Jacobs, Digital Marketing Manager, OTTY, said: “We have seen excellent results throughout our partnership with Taboola and it’s great to see these repeated in our latest campaign through QueryClick. The sponsored content campaign for instance has worked exceptionally well at encouraging users to shift from viewing our information to purchasing our products. In the current environment it’s vital we invest in strategies that drive tangible results and the latest analytics from QueryClick has proven Taboola is the ideal partner to achieve this.” Chris Liversidge, CEO and Founder, QueryClick, said: “Our attributed analysis of the native campaign by OTTY has uncovered impressive figures from Taboola’s solutions, highlighting the significant value the company brings to brands in these tough times. Our Corvidae tool has allowed OTTY to identify the most impactful spend, which is essential in these times where tight budgets are the norm for businesses everywhere.” --- ### SHE Media, Part of Penske Media Corporation (PMC), Chooses Taboola as its Exclusive Content Recommendations Provider URL: https://www.taboola.com/press-releases/she-media-part-of-penske-media-corporation-pmc-chooses-taboola-as-its-exclusive-content-recommendations-provider/ Last Modified: 2021-06-16 12:49:47 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has been selected by SHE Media, a digital media company created by and for women with 80 million unique visitors per month, as its exclusive content recommendations provider. SHE Media is part of Penske Media Corporation (PMC) and owns popular destinations including SheKnows, Soaps and STYLECASTER, which focus on lifestyle content that informs and inspires millions of women. Under the agreement, SHE Media will leverage Taboola Feed, a seamlessly integrated feed that provides readers with personalised content for a more engaging experience, and video, into its family of websites. The company will also leverage Taboola News, which will feature SHE Media content in front of Taboola’s large scale of readers across mobile devices. With these Taboola offerings, SHE Media aims to grow engagement and audiences across its sites, as well as feature innovative new ways to boost monetization across its portfolio of websites. Ryan Nathanson, Senior Vice President of Operations at SHE Media said: “As our readership grows and as we approach a pivotal moment in audience identity, it was important to find new ways to serve and engage our audience in a more personalized fashion. Taboola's technology helps us make more content discoverable to a wider range of audiences. We are looking to their expertise in content recommendations to aid our rapid growth and deepen our ability to serve our audience in an identity challenged future. We’re excited to begin working with them.” Adam Singolda, Founder and CEO, Taboola said: “We are very pleased to be the exclusive content recommendations provider for SHE Media, especially in a long-term deal such as this one, where they are trusting us as a pillar for their continued growth. Their ability to build a massive audience and their mission of inspiring women, creators and entrepreneurs through powerful content is commendable. We’re excited to play a part in supporting their mission-driven and high calibre journalism, by bringing in new audiences and providing ways for them to grow through monetization.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetisation and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. About SHE Media SHE Media is a mission-driven media company created by and for women reaching 80 million unique visitors per month (ComScore, January 2021). SHE Media publishes inspiring and informative lifestyle content ranging from food and family to health, career and entertainment.  Our content is curated from thousands of diverse sources, creating a living tapestry of the joy, the messy and the magical moments that embody our lives.  Through our flagship editorial sites and our proprietary SHE Media Partner Network of hand-picked publishers and top lifestyle creators, we produce digital and live media content that connects and inspires millions of people. SHE Media encompasses a family of leading media properties and a network of premium publishers and independent content creators. In addition to our flagship editorial sites, SheKnows, STYLECASTER and Soaps.com, SHE Media’s BlogHer is home to the world’s leading content and event platform with a mission to provide economic empowerment for all women.  The SHE Media Partner Network represents a community of 1,500 independent publishers and 20,000+ social content creators, providing the foundation for a scalable, sustainable economic model for entrepreneurs and small businesses. SHE Media is also the creator of innovative platforms that include: Hatch, an award-winning video series featuring Gen Z-generated content; and BlogHer’s Voices of the Year, honoring powerful, culture-shifting women across industries.  As part of Penske Media Corporation (PMC), SHE Media is based in New York, with offices in Los Angeles, Chicago and Scottsdale. Follow SHE Media on Facebook, Twitter, Instagram and LinkedIn. --- ### Hearst UK partners with Taboola to apply content recommendations across its entire network URL: https://www.taboola.com/press-releases/hearst-uk-partners-with-taboola-to-apply-content-recommendations-across-its-entire-network/ Last Modified: 2021-06-15 14:03:52 Taboola will be integrated by the premium content and experience business to boost revenue and engagement, as well as to support Hearst UK’s marketing strategy   Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new partnership with premium content and experience business, Hearst UK, to become its exclusive content recommendations provider, reaching over 100 million monthly page views each month. Hearst’s UK digital network is made up of a number of trusted brands, including Digital Spy, Cosmopolitan, Good Housekeeping and Men's Health. Hearst UK has chosen to partner with Taboola based on a review of its core technology offerings and will be using both Taboola Feed, a seamlessly integrated infinite scroll that provides readers with an engaging experience, and customised Taboola Widgets across its properties to increase revenues across its domains. In addition, Hearst UK turned to Taboola based on its ability to adjust its programmatic set-up in line with Hearst UK’s strict data and compliance requirements. Taboola will drive revenue and engagement for Hearst’s UK network, as well as supporting marketing plans around promoting events, subscriptions and product sales. Taboola has developed a custom implementation plan for Hearst UK that would use a variety of Taboola’s products to maximise revenue opportunities, while providing a premium user experience across different geographies, traffic sources and page types. Jane Wolfson, Chief Commercial Officer, Hearst UK said: “In a period of significant change in our industry, especially with third-party cookies and changes to Core Web Vitals, Taboola is taking a very proactive stance to ensure these challenges are addressed. We are confident that Taboola will help us continue to provide a quality user experience for our readers.” Adam Singolda, Founder and CEO, Taboola said: “I’m thrilled to announce our partnership with Hearst UK, one of the world’s most premium content businesses. We’ve built a strong relationship with the Hearst UK team and are pleased to be true partners in their success across engagement, revenue and audience development.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetisation and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public.  Learn more at www.taboola.com and follow @taboola on Twitter.   About Hearst UK: Hearst UK publishes 23 brands including Esquire, ELLE, Harper’s Bazaar, Cosmopolitan and Good Housekeeping. Our print and digital brands reach over one in three UK women and one in four UK men every month, and our trusted content engages them wherever they are. We sell over four million magazines a month, we reach 28+ million UK digital unique users and we have more than 79 million likes and follows through via our social media platforms. Hearst UK’s events division – Hearst Live – connects with over a million people a year through events such as Country Living Fairs, Esquire Townhouse and Red Smart Women Week. Our licensed brand extensions include Country Living sofas and hotels, Esquire apparel and accessories and Men’s Health home gym equipment. We also have a growing operation offering accreditation through the state-of-the-art testing facility at the Good Housekeeping Institute. --- ### Taboola Announces Effectiveness of Registration Statement and a Special Meeting Date of June 28, 2021 in Connection With Its Proposed Business Combination with ION Acquisition Corp. 1 Ltd. URL: https://www.taboola.com/press-releases/taboola-announces-effectiveness-of-registration-statement-and-a-special-meeting-date-of-june-28-2021-in-connection-with-its-proposed-business-combination-with-ion-acquisition-corp-1-ltd/ Last Modified: 2021-06-07 22:48:24 NEW YORK, NY – June 7, 2021 - Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced that its registration statement on Form F-4 (the “Registration Statement”) in connection with its previously announced proposed business combination (“Business Combination”) with ION Acquisition Corp. 1 Ltd. (NYSE: IACA) (“ION”) has been declared effective by the U.S. Securities and Exchange Commission (“SEC”). The Registration Statement provides important information about ION, Taboola and the Business Combination. ION also announced today a record date of May 7, 2021 (the "Record Date") and a meeting date of June 28, 2021 for its extraordinary general meeting (the "Special Meeting") to approve the Business Combination. The closing of the Business Combination is subject to approval by ION’s shareholders, and the satisfaction of other customary closing conditions. The Business Combination is expected to close promptly after the Special Meeting. The meeting will be held at 11:00 a.m. Eastern time, on June 28, 2021, at https://www.cstproxy.com/ionacquisitioncorp1/sm2021. In light of ongoing developments related to the coronavirus (COVID-19) pandemic, after careful consideration, ION has determined that the meeting will be a hybrid virtual meeting conducted via live webcast in order to facilitate shareholder attendance and participation while safeguarding the health and safety of its shareholders, directors and management team. To register and receive access to the hybrid virtual meeting, registered shareholders and beneficial shareholders (those holding shares through a stock brokerage account or by a bank or other holder of record) will need to follow the instructions applicable to them provided in the proxy statement. Important Information Neither the SEC, any state securities commission or the Israel Securities Authority has  approved or disapproved of the securities to be issued in connection with the Business Combination, or determined if the Registration Statement is accurate or adequate. Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this presentation include, but are not limited to: the occurrence of any event, change or other circumstances that could give rise to the termination of the proposed transaction involving the Company and ION (such transaction, the “Business Combination”); the outcome of any legal proceedings that may be instituted against ION or the Company, the combined company or others following the announcement of the Business Combination; the inability to complete the Business Combination due to the failure to obtain approval of the shareholders of ION or to satisfy other conditions to closing; changes to the proposed structure of the Business Combination that may be required or appropriate as a result of applicable laws or regulations or as a condition to obtaining regulatory approval of the Business Combination; the ability to meet stock exchange listing standards following the consummation of the Business Combination; the risk that the Business Combination disrupts current plans and operations of ION or the Company as a result of the announcement and consummation of the Business Combination; the ability to recognize the anticipated benefits of the Business Combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; costs related to the Business Combination; changes in applicable laws or regulations; the Company’s estimates of expenses and profitability and underlying assumptions with respect to shareholder redemptions and purchase price and other adjustments; ability to attract new digital properties and advertisers; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of the Company’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the sections entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” in ION’s final prospectus relating to its initial public offering dated October 1, 2020, in the preliminary proxy statement/prospectus subject to completion relating to the Business Combination filed with the SEC by Taboola on Form F-4, and in subsequent filings with the Securities and Exchange Commission (“SEC”). Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. Neither ION nor the Company undertakes any duty to update these forward-looking statements except as may be required by law. Additional Information This communication is being made in respect of the proposed transaction involving Taboola.com Ltd. (“Taboola”) and ION Acquisition Corp. 1 Ltd. (“ION”). This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such jurisdiction. In connection with the proposed transaction, Taboola has filed with the Securities and Exchange Commission (“SEC”) a registration statement on Form F-4 that includes a preliminary proxy statement/prospectus subject to completion in connection with ION’s solicitation of proxies for the vote by ION’s shareholders with respect to the proposed transaction and other matters as may be described in the registration statement. Taboola and ION also plan to file other documents with the SEC regarding the proposed transaction and a definitive proxy statement/prospectus will be made available or mailed to holders of shares of ION’s Class A ordinary shares. BEFORE MAKING ANY VOTING OR INVESTMENT DECISION, INVESTORS ARE URGED TO READ THE FORM F-4 AND THE PROXY STATEMENT/PROSPECTUS REGARDING THE PROPOSED TRANSACTION AND ANY OTHER RELEVANT DOCUMENTS CAREFULLY IN THEIR ENTIRETY BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. The preliminary proxy statement/prospectus, as well as other filings containing information about Taboola and ION are available without charge at the SEC’s Internet site (http://www.sec.gov). Copies of the definitive proxy statement/prospectus can also be obtained without charge, from Taboola’s website at http://www.taboola.com. Copies of the definitive proxy statement/prospectus can be obtained, when available, without charge, from ION’s website at http://www.ion-am.com/spac. Participants in the Solicitations Taboola, ION and certain of their respective directors, executive officers and other members of management and employees may, under SEC rules, be deemed to be participants in the solicitation of proxies from ION’s shareholders in connection with the proposed transaction. You can find more information about ION’s directors and executive officers in ION’s final prospectus dated October 1, 2020 and filed with the SEC on October 5, 2020. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests is included in the proxy statement/prospectus filed with the SEC on Form F-4. Shareholders, potential investors and other interested persons should read the proxy statement/prospectus carefully when it becomes available before making any voting or investment decisions. You may obtain free copies of these documents from the sources indicated above. No Offer or Solicitation This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities, or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offering of securities shall be made except by means of a prospectus meeting the requirements of section 10 of the Securities Act, or an exemption therefrom. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company's platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. Contacts Investors: Jennifer Horsley investors@taboola.com   Press: Ran Gishri press@taboola.com   ION Acquisition Corp: Avrom Gilbert avrom@ion-am.com     --- ### Taboola to Participate in Upcoming Virtual Investor Conference URL: https://www.taboola.com/press-releases/taboola-to-participate-in-upcoming-virtual-investor-conference/ Last Modified: 2021-05-27 13:02:53 NEW YORK, NY – May 27, 2021 - Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced that members of its management team will participate in the upcoming Cowen Technology, Media & Telecom Conference.  Interested investors can contact their Cowen Sales Representative to request a meeting Event:  Cowen's 49th Annual TMT Conference Participants:  Adam Singolda, Chief Executive Officer and Stephen Walker, Chief Financial Officer Date:  Thursday, June 3, 2021 Virtual Fireside Chat Time:  9:50 a.m. ET  A live webcast and replay of the fireside chat will be featured on Taboola’s investor relations website at www.taboola.com/about/investors.     Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this presentation include, but are not limited to: the occurrence of any event, change or other circumstances that could give rise to the termination of the proposed transaction involving the Company and ION (such transaction, the “Business Combination”); the outcome of any legal proceedings that may be instituted against ION or the Company, the combined company or others following the announcement of the Business Combination; the inability to complete the Business Combination due to the failure to obtain approval of the shareholders of ION or to satisfy other conditions to closing; changes to the proposed structure of the Business Combination that may be required or appropriate as a result of applicable laws or regulations or as a condition to obtaining regulatory approval of the Business Combination; the ability to meet stock exchange listing standards following the consummation of the Business Combination; the risk that the Business Combination disrupts current plans and operations of ION or the Company as a result of the announcement and consummation of the Business Combination; the ability to recognize the anticipated benefits of the Business Combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; costs related to the Business Combination; changes in applicable laws or regulations; the Company’s estimates of expenses and profitability and underlying assumptions with respect to shareholder redemptions and purchase price and other adjustments; ability to attract new digital properties and advertisers; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of the Company’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the section entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” in ION’s final prospectus relating to its initial public offering dated October 1, 2020 and in subsequent filings with the Securities and Exchange Commission (“SEC”), including the proxy statement relating to the Business Combination expected to be filed by ION. Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. Neither ION nor the Company undertakes any duty to update these forward-looking statements except as may be required by law. Additional Information This communication is being made in respect of the proposed transaction involving Taboola.com Ltd. (“Taboola”) and ION Acquisition Corp. 1 Ltd. (“ION”). This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such jurisdiction. In connection with the proposed transaction, Taboola has filed with the Securities and Exchange Commission (“SEC”) a registration statement on Form F-4 that includes a proxy statement of ION in connection with ION’s solicitation of proxies for the vote by ION’s shareholders with respect to the proposed transaction and other matters as may be described in the registration statement. Taboola and ION also plan to file other documents with the SEC regarding the proposed transaction and a proxy statement/prospectus will be mailed to holders of shares of ION’s Class A ordinary shares. BEFORE MAKING ANY VOTING OR INVESTMENT DECISION, INVESTORS ARE URGED TO READ THE FORM F-4 AND THE PROXY STATEMENT/PROSPECTUS REGARDING THE PROPOSED TRANSACTION AND ANY OTHER RELEVANT DOCUMENTS CAREFULLY IN THEIR ENTIRETY WHEN THEY BECOME AVAILABLE BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. The proxy statement/prospectus, as well as other filings containing information about Taboola and ION will be available without charge at the SEC’s Internet site (http://www.sec.gov). Copies of the proxy statement/prospectus can also be obtained, when available, without charge, from Taboola’s website at http://www.taboola.com. Copies of the proxy statement/prospectus can be obtained, when available, without charge, from ION’s website at http://www.ion-am.com/spac. Participants in the Solicitations Taboola, ION and certain of their respective directors, executive officers and other members of management and employees may, under SEC rules, be deemed to be participants in the solicitation of proxies from ION’s shareholders in connection with the proposed transaction. You can find more information about ION’s directors and executive officers in ION’s final prospectus dated October 1, 2020 and filed with the SEC on October 5, 2020. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests will be included in the proxy statement/prospectus when it becomes available. Shareholders, potential investors and other interested persons should read the proxy statement/prospectus carefully when it becomes available before making any voting or investment decisions. You may obtain free copies of these documents from the sources indicated above. No Offer or Solicitation This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities, or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offering of securities shall be made except by means of a prospectus meeting the requirements of section 10 of the Securities Act, or an exemption therefrom. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company's platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### BBC Global News Chooses Taboola as its Exclusive Content Recommendations Provider URL: https://www.taboola.com/press-releases/bbc-global-news-chooses-taboola-as-its-exclusive-content-recommendations-provider/ Last Modified: 2021-05-25 11:45:04 BBC Global News will use Taboola products across its global news and sport sites to drive revenue while maintaining the user experience (UX) and keeping the integrity of the BBC brand intact Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new deal with BBC Global News, the home of the BBC’s award-winning commercial international news, sport and features content, in which it will become the renowned publisher’s exclusive content recommendations provider. BBC News is the world’s most trusted international news broadcaster and reaches 438 million people around the globe each week across TV, online, apps and social media. BBC.com saw record reach over the past year, with 145 million unique browsers each month. Taboola Feed, a seamlessly integrated feed that provides readers with personalised content for a more engaging experience, enabling monetisation of below-article placements, will be integrated into BBC.com - the home of BBC News and BBC Sport - in all markets outside the UK, where the publisher is commercially funded. Its aim is to drive revenue while keeping UX and the integrity of the brand intact, as well as to grow engagement and audiences across the site. Errol Baran, BBC Global News SVP, Business Development and Innovation, Global Advertising and StoryWorks, said: “As our readership grows and changes, we constantly seek out technology companies like Taboola which can help us keep pace. Our robust standards for data and quality are paramount and we have chosen to work with Taboola because of the adaptability of their recommendation platform and their understanding of our requirements. We are very much looking forward to forming a fruitful relationship going forward.” Adam Singolda, Founder and CEO, Taboola said: “We are very pleased to be the exclusive content recommendations provider for BBC Global News. To take on this role, we needed to earn the absolute trust of the BBC that we can meet their requirements. As a result, we have built a true partnership and we cannot wait to further innovate together. This fits perfectly with our focus on premium publications and brands, and we’re confident our products will help grow revenue across the BBC’s sites.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetisation and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. About BBC Global News BBC World News and BBC.com, the BBC’s commercially funded international 24-hour English news platforms, are owned and operated by BBC Global News. BBC World News television is available in more than 200 countries and territories worldwide, and over 450 million households and 3 million hotel rooms. The channel is also available on over 180 cruise ships, 53 airlines, including 13 distributing the channel live inflight. BBC.com offers up-to-the-minute international news, in-depth analysis and features, including BBC Worklife, BBC Culture, BBC Future, BBC Travel and BBC Reel, for PCs, tablets and mobile devices to more than 145 million unique browsers each month. --- ### Taboola announces two-year partnership with one of Australia’s largest multi-channel publishers Are Media URL: https://www.taboola.com/press-releases/taboola-announces-two-year-partnership-with-one-of-australias-largest-multi-channel-publishers-are-media/ Last Modified: 2021-05-18 13:39:35 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new two-year strategic partnership with Are Media, Australia’s leading magazine and multi-channel publisher. The partnership will see Are Media utilise Taboola’s content discovery feature Taboola Feed, video, Taboola News and Taboola Newsroom. Are Media is Australia’s leading premium content and experiences company, captivating six in 10 Australian women each month across brands including The Australian Women’s Weekly, Better Homes and Gardens, Woman’s Day, marie claire, TV WEEK, New Idea, Now to Love, Australian Gourmet Traveller, BEAUTY/crew and ELLE. Taboola’s content recommendation tool will be rolled out across Are Media’s suite of websites, including the Now To Love network which includes The Australian Women’s Weekly and Woman’s Day as well as New Idea, marie claire, Who, Elle, Better Homes and Gardens That's Life, Gourmet Traveller, Bounty Parents and the Homes To Love network which includes Australian House & Garden. Are Media’s websites will integrate the Taboola Feed – allowing users to access content recommendations, aimed to enhance audience engagement and referrals. Taboola Newsroom will give Are Media access to insights and data on content recommended through Taboola, such as the ability to track page views in real-time and use the Taboola Article Engagement Score to measure audience response. Are Media will also integrate with Taboola News, an offering that creates new engagement opportunities.  Adam Singolda, CEO and Founder at Taboola, said: “We are excited to partner with Are Media, a premium publisher in the Australian market. Taboola’s success has been built on powering recommendations for audiences, helping them to discover content they may like and explore and creating a richer, deeper audience experience.” Are Media Head of Product, Asa Rossier, said: “We are constantly looking at ways to enhance our user experience by connecting our audience with the right content, at the right time. Partnering with Taboola gives us access to their powerful recommendation engine that provides us with even more valuable data and insights on the content interests and behaviours of our users. Taboola’s ability to enhance content discovery and audience engagement across our network of sites was a key driver in our decision to work with them.” The Are Media partnership follows Taboola’s recent announcements of partnerships with the Repco Supercars Championship and Val Morgan Digital.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public.  Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Look After My Bills Gains 10,000 New Memberships in Just 9 Months with Taboola URL: https://www.taboola.com/press-releases/look-after-my-bills-gains-10000-new-memberships-in-just-9-months-with-taboola/ Last Modified: 2021-05-17 13:42:48 Taboola products greatly reduce CPA for Look After My Bills in recent campaign London, May 17, 2021-- Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the impressive results of its advertorial content and consumer retargeting campaign with auto-switching service Look After My Bills, which gained 10,000 new memberships in just nine months through the partnership while greatly reducing cost per acquisition (CPA). Look After My Bills is dedicated to lowering energy bills for consumers by preventing unfair deals, with a mission to end the so-called “supplier loyalty tax”. The company appeared on BBC’s Dragon’s Den in 2018, gaining five offers and the best deal in the history of the programme. The company launched its partnership with Taboola in July 2020 with the aim of diversifying its media mix beyond just Facebook to reach further UK consumers on the open web, while also increasing memberships at a low CPA. With the help of Taboola’s Attentive Audiences product, Look After My Bills was able to retarget its audience pool, drive traffic to its homepage and see an average CPA reduction of 60% as a result. The addition of Taboola’s call to action (CTA) button on Look After My Bills’ creatives further reduced CPA by 22% by catching the attention of users and driving them towards specific post-click actions. Following the success of this performance campaign, Look After My Bills has expanded its partnership with Taboola to test video via a brand awareness product to help amplify TV creatives. Taboola is now a fundamental part of Look After My Bills marketing mix. Sam Frost, Marketing Strategy Director, Look After My Bills said: “Looking to diversify our media mix, we turned to Taboola to help us reach relevant consumers on premium publisher sites in the UK. Taboola worked closely with us to lower our CPA in several different ways, and are now a fundamental part of how we look to attract new customers.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetisation and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola Announces First Quarter 2021 Financial Results URL: https://www.taboola.com/press-releases/taboola-announces-first-quarter-2021-financial-results/ Last Modified: 2021-05-17 13:04:54 Delivers strong Q1 results and increases Q2 and Full Year 2021 expectations New York, NY, May 17, 2021 -- Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced its results for the quarter ended March 31, 2021.  Adam Singolda, Taboola’s Founder and CEO, commented, “Our Q1 results demonstrated momentum across the business and the positive network effect of our scale, proprietary AI technology and expanding base of digital property and advertiser partners. The world's biggest publishers continue to place their trust in Taboola as their key recommendation partner. This, coupled with our recent product innovations that push the boundaries of what's possible for advertisers, have driven our success. As we prepare to go public in the second quarter through our pending merger with ION Acquisition Corp 1 Ltd. (NYSE:IACA)(“ION”), we look forward to entering the next phase of our journey.” For more commentary on the quarter, please refer to Taboola’s Q1 2021 Shareholder Letter, which was filed separately with the SEC and posted on Taboola’s website today at https://www.taboola.com/documents/taboola-Q1-21-shareholder-letter.pdf. Financial Highlights - Exceeded our original projections on key metrics: Revenues of $303 million versus original projections of $286 million  - Gross Profit of $89 million versus original projections of $78 million  - Ex-TAC Gross Profit of $106 million versus original projections of $95 million  - Revenue grew $24 million or 8.4% year-over-year. New digital property partners1 drove $22 million of growth and existing digital property partners2 grew $2 million. - Gross Profit grew $37 million or 69.6% year-over-year and Ex-TAC Gross Profit grew $37 million or 53.6% year-over-year.   - In each case, the improvement in gross profit was driven primarily by strong yield, the revenue we make per advertising placement. The year-over-year growth was unusually high due to lower advertising demand in Q1 2020 at the beginning of the COVID-19 pandemic.  - Net income of $18.6 million increased $42.4 million year over year and Adjusted EBITDA of $33.5 million increased $35.3 million year over year.  - Net income Margin was 6.1% and the Ratio of Adjusted EBITDA to ex-TAC Gross Profit was 31.7%, above our projection of 26.2%. - Cash Flow from Operations and Free Cash Flow declined year-over-year driven primarily by timing of digital property partner payments, including some COVID-19 related guarantee repayments in Q1 2021.  1New digital property partners within the first 12 months that were live on our network 2Net growth of existing digital property partners, including the growth of new digital property partners (beyond the revenue contribution determined based on the run-rate revenue generated by them when they are first on-boarded)   Second Quarter 2021 and Full Year 2021 Guidance The Company’s First Quarter results provide us confidence to raise our Second Quarter and Full Year 2021 guidance above the projections released in January 2021 when Taboola announced it intended to go public via a merger with ION. For the Second Quarter 2021, the Company currently expects: - Revenues of $315 to $320 million versus original projections of $311 million.  - Gross Profit of $88 to $95 million versus original projections of $88 million. - ex-TAC Gross Profit of $108 to $113 million versus original projections of $107 million. - Adjusted EBITDA of $34 to $36 million versus original projections of $30 million. For the Full Year 2021, the Company currently expects: - Revenues of $1,298 to $1,308 million versus original projections of $1,277 million. This would represent year over year growth of 9% to 10%. - Gross Profit of $374 to $386 million versus original projections of $365 million. This would represent year over year growth of 17% to 21%. - ex-TAC Gross Profit of $456 to $466 million versus original projections of $445 million. This would represent year over year growth of 19% to 22%. - Adjusted EBITDA of $140 to $150 million versus original projections of $127 million. This would represent year over year growth of 32% to 42% and a Ratio of Adjusted EBITDA to ex-TAC Gross Profit of 30% to 33%. Although we provide guidance for Adjusted EBITDA and Ratio of Adjusted EBITDA to ex-TAC Gross Profit, we are not able to provide guidance for projected Net income (loss) or Net income Margin, the most directly comparable GAAP measures. Certain elements of Net income (loss), including share-based compensation expenses, are not predictable due to the high variability and difficulty of making accurate forecasts. As a result, it is impractical for us to provide guidance on Net Income (loss) or to reconcile our Adjusted EBITDA or Ratio of Adjusted EBITDA to ex-TAC Gross Profit guidance without unreasonable efforts. Consequently, no disclosure of projected Net income (loss) is included and no reconciliation of Adjusted EBITDA or Ratio of Adjusted EBITDA to ex-TAC Gross Profit is included. For the same reasons, we are unable to address the probable significance of the unavailable information. Our guidance assumes that the global economy continues to recover, with no major COVID-19 related setbacks that may cause economic conditions to deteriorate or significantly reduce advertiser demand.    *About Non-GAAP Financial Information This press release includes ex-TAC Gross Profit, Adjusted EBITDA, Ratio of Adjusted EBITDA to ex-TAC Gross Profit and Free Cash Flow, which are non-GAAP financial measures. These non-GAAP financial measures are not measures of financial performance in accordance with GAAP and may exclude items that are significant in understanding and assessing the Company’s financial results. Therefore, these measures should not be considered in isolation or as an alternative to revenues, gross profit, net income, cash flows from operations or other measures of profitability, liquidity or performance under GAAP. You should be aware that the Company’s presentation of these measures may not be comparable to similarly-titled measures used by other companies. The Company believes non-GAAP financial measures provide useful information to management and investors regarding future financial and business trends relating to the Company. The Company believes that the use of these measures provides an additional tool for investors to use in evaluating operating results and trends and in comparing the Company’s financial measures with other similar companies, many of which present similar non-GAAP financial measures to investors. Non-GAAP financial measures are subject to inherent limitations because they reflect the exercise of judgments by management about which items are excluded or included in calculating them. Please refer to the appendix at the end of this press release for reconciliations to the most directly comparable measures in accordance with GAAP. Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). For example, the expected timing and completion of the pending merger with ION and guidance for the second quarter of and Full Year 2021, are forward-looking statements. In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this presentation include, but are not limited to: the occurrence of any event, change or other circumstances that could give rise to the termination of the proposed transaction involving the Company and ION (such transaction, the “Business Combination”); the outcome of any legal proceedings that may be instituted against ION or the Company, the combined company or others following the announcement of the Business Combination; the inability to complete the Business Combination due to the failure to obtain approval of the shareholders of ION or to satisfy other conditions to closing; changes to the proposed structure of the Business Combination that may be required or appropriate as a result of applicable laws or regulations or as a condition to obtaining regulatory approval of the Business Combination; the ability to meet stock exchange listing standards following the consummation of the Business Combination; the risk that the Business Combination disrupts current plans and operations of ION or the Company as a result of the announcement and consummation of the Business Combination; the ability to recognize the anticipated benefits of the Business Combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; costs related to the Business Combination; changes in applicable laws or regulations; the Company’s estimates of expenses and profitability and underlying assumptions with respect to shareholder redemptions and purchase price and other adjustments; ability to attract new digital properties and advertisers; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of the Company’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the section entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” in ION’s final prospectus relating to its initial public offering dated October 1, 2020, in the Company’s registration statement on Form F-4 relating to the Business Combination filed on April 30, 2021, and in subsequent filings with the Securities and Exchange Commission (“SEC”), including the final prospectus/proxy statement relating to the Business Combination. Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. Neither ION nor the Company undertakes any duty to update these forward-looking statements except as may be required by law. Additional Information This communication is being made in respect of the proposed transaction involving Taboola.com Ltd. (“Taboola”) and ION Acquisition Corp. 1 Ltd. (“ION”). This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such jurisdiction. In connection with the proposed transaction, Taboola has filed with the Securities and Exchange Commission (“SEC”) a registration statement on Form F-4 that includes a proxy statement of ION in connection with ION’s solicitation of proxies for the vote by ION’s shareholders with respect to the proposed transaction and other matters as may be described in the registration statement. Taboola and ION also plan to file other documents with the SEC regarding the proposed transaction and a proxy statement/prospectus will be mailed to holders of shares of ION’s Class A ordinary shares. BEFORE MAKING ANY VOTING OR INVESTMENT DECISION, INVESTORS ARE URGED TO READ THE FORM F-4 AND THE PROXY STATEMENT/PROSPECTUS REGARDING THE PROPOSED TRANSACTION AND ANY OTHER RELEVANT DOCUMENTS CAREFULLY IN THEIR ENTIRETY WHEN THEY BECOME AVAILABLE BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. The proxy statement/prospectus, as well as other filings containing information about Taboola and ION will be available without charge at the SEC’s Internet site (http://www.sec.gov). Copies of the proxy statement/prospectus can also be obtained, when available, without charge, from Taboola’s website at http://www.taboola.com. Copies of the proxy statement/prospectus can be obtained, when available, without charge, from ION’s website at http://www.ion-am.com/spac. Participants in the Solicitations Taboola, ION and certain of their respective directors, executive officers and other members of management and employees may, under SEC rules, be deemed to be participants in the solicitation of proxies from ION’s shareholders in connection with the proposed transaction. You can find more information about ION’s directors and executive officers in ION’s final prospectus dated October 1, 2020 and filed with the SEC on October 5, 2020. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests will be included in the proxy statement/prospectus when it becomes available. Shareholders, potential investors and other interested persons should read the proxy statement/prospectus carefully when it becomes available before making any voting or investment decisions. You may obtain free copies of these documents from the sources indicated above. No Offer or Solicitation This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities, or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offering of securities shall be made except by means of a prospectus meeting the requirements of section 10 of the Securities Act, or an exemption therefrom. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company's platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 15 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter.   Investor Contact: Press Contact: Jennifer Horsley Ran Gishri investors@taboola.com press@taboola.com APPENDIX: Non-GAAP Reconciliation RECONCILIATION OF GAAP TO NON-GAAP FINANCIAL MEASURES FOR Q1 2021 (Unaudited) The following table provides a reconciliation of Revenues to ex-TAC Gross Profit. The following table provides a reconciliation of Net income (loss) to Adjusted EBITDA. 1Costs primarily related to the proposed strategic transaction with Outbrain Inc., which we elected not to consummate.   Net income (loss) Margin is Net income (loss) divided by Revenues. We calculate Ratio of Adjusted EBITDA to ex-TAC Gross Profit as Adjusted EBITDA divided by ex-TAC Gross Profit. We believe that the Ratio of Adjusted EBITDA to ex-TAC Gross Profit is useful because TAC is what we must pay digital properties to obtain the right to place advertising on their websites, and we believe excluding these costs from the calculation of our Adjusted EBITDA compared to our ex-TAC Gross Profit better reflects the revenue that ultimately flows to us. The following table reconciles Net income (loss) Margin and Ratio of Adjusted EBITDA to ex-TAC Gross Profit for the period shown. The following table provides a reconciliation of Net cash provided by operating activities to Free Cash Flow. APPENDIX: Non-GAAP Reconciliation RECONCILIATION OF GAAP TO NON-GAAP FINANCIAL MEASURES FOR Q2 2021 and FULL YEAR 2021 GUIDANCE (Unaudited) The following table provides a reconciliation of Gross Profit to ex-TAC Gross Profit.  --- ### Taboola Teams Up with Oracle Moat to Introduce Video Measurement Offering, Giving Advertisers Complete Transparency into Campaign Performance URL: https://www.taboola.com/press-releases/taboola-teams-up-with-oracle-moat-to-introduce-video-measurement-offering-giving-advertisers-complete-transparency-into-campaign-performance/ Last Modified: 2021-05-11 15:16:58 Oracle Moat Analytics Becomes the First Third-Party Measurement Provider to Integrate Directly Within Taboola Ads New York, NY -- Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a collaboration with Oracle Moat Measurement, a leader in real-time attention analytics, bringing new control, choice and transparency to advertisers working with Taboola. Oracle Moat Analytics is now directly integrated within Taboola Ads, Taboola’s media buying platform which is currently used to manage advertising budgets of over $1 billion annually by 13,000 brands and media agencies. These advertisers now have instant access, in the platform they are already using, to Oracle Moat Analytics trusted measurement of every aspect of video campaign performance, including impressions, viewability, completion rate and more. With it, Taboola advertisers can benefit from verification from one of the world’s most trusted measurement companies that their campaigns are delivering value. This is the first time that Oracle Moat has worked with a platform like Taboola to embed their analytics transparently and directly into reporting tools. This is also the first time Taboola has allowed an external third-party measurement provider to be directly integrated into its advertiser offerings. “Advertisers deserve clear proof that their investments are paying off,” said Adam Singolda, CEO and founder, Taboola. “As we continue to innovate around formats and placements, bringing sophistication to the way we measure is equally as important. Oracle Moat is a clear leader in measurement and having their advanced analytics living side-by-side to our own measurement gives advertisers complete transparency. Advertisers get a clear picture of how Taboola video ads are mapping to their goals, whether more views, completions, or conversions. We are proud to team up with Oracle Moat on this exciting integration.” “For advertisers, making smart business decisions means having a constant gauge of ad efficiency and effectiveness,” said Mark Kopera, head of product, Oracle Moat. “Giving advertisers more ways to measure campaign performance plays a big part in that as well. By bringing Oracle Moat live and within Taboola’s platform, we are making it simpler for Taboola’s large number of advertisers to tap into our expertise, instantly.” Today’s news builds on Taboola’s long standing collaboration with Oracle Moat which has delivered significant benefits to advertisers. Previously, Taboola collaborated with Oracle Moat to offer 100 percent guaranteed viewability or completion for video advertisers.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter.   About Oracle Oracle offers suites of integrated applications plus secure, autonomous infrastructure in the Oracle Cloud. For more information about Oracle (NYSE: ORCL), please visit us at oracle.com. ## Trademarks Oracle, Java and MySQL are registered trademarks of Oracle and/or its affiliates. Other names may be trademarks of their respective owners. --- ### Taboola Adds 2 new board members to its board of directors, Technology and Media Industry Veterans Deirdre Bigley and Lynda Clarizio URL: https://www.taboola.com/press-releases/taboola-adds-2-new-board-members-to-its-board-of-directors-technology-and-media-industry-veterans-deirdre-bigley-and-lynda-clarizio/ Last Modified: 2021-05-04 15:22:43 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the appointment of two new members to its Board of Directors. Technology, advertising and publishing industry veterans Deirdre Bigley and Lynda Clarizio have joined Taboola’s Board of Directors, effective April 2021, bringing a wealth of experience in business strategy and operations. Deirdre Bigley currently serves as Chief Marketing Officer of Bloomberg, L.P., a global business and financial information and news leader. Prior to joining Bloomberg, she spent thirteen years at IBM, where she held several executive positions, including Vice President of Worldwide Advertising and Interactive, and Vice President of Worldwide Brand. Ms. Bigley currently serves as a member of the board of directors of Wix.com Ltd. and Shutterstock, Inc. She also serves as a member of the board of directors of Sportradar, Recorded Future, Slice and MAKERS. Lynda Clarizio has over 20 years of experience in the media industry growing and scaling businesses with a focus on data and technology. She currently is the Co-Founder of Brilliant Friends Investing, a seed investment group of C-suite women funding women-led businesses. Ms. Clarizio most recently served as President of U.S. Media at Nielsen, Executive Vice President at AppNexus, and Chief Executive Officer at INVISION. She previously held a variety of executive positions with AOL, including President of Advertising.com. Ms. Clarizio also serves on the boards of directors of CDW, Intertek Group, Emerald, Simpli.fi and OpenSlate and is the Vice-Chair of Human Rights First. “I’m so excited. Lynda and Deirdre are true industry luminaries and we’re excited to have them agree to join our board,” said Adam Singolda, CEO and founder, Taboola. “Their decades of expertise in brand building and scaling the world’s most innovative technology companies, coupled with their unique perspective in how the needs of advertisers and publishers are evolving makes this a great fit for made them the perfect fit for Taboola. They will play an integral role in shaping our success, from business strategy to operational excellence, in the years to come. We are thrilled to add new, diverse viewpoints to an already robust Board of Directors.” Today’s new independent board members join existing Board of Directors for Taboola, which include Adam Singolda, Taboola CEO and founder, Zvi Limon, Chairman of the Board & Private Investor, Erez Shachar, Managing Partner Evergreen Venture Partners, Nechemia (Chemi) J. Peres, Managing General Partner and Co-Founder of Pitango Venture Capital, and Rick Scanlon, Founding Partner, Innovation Endeavors.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola Announces Filing of Registration Statement on Form F-4 in Connection With Its Proposed Business Combination with ION Acquisition Corp. 1 Ltd. URL: https://www.taboola.com/press-releases/taboola-announces-filing-of-registration-statement-on-form-f-4-in-connection-with-its-proposed-business-combination-with-ion-acquisition-corp-1-ltd/ Last Modified: 2021-05-03 13:19:20 NEW YORK, May 3, 2021 -- Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has filed with the U.S. Securities and Exchange Commission ("SEC") a registration statement on Form F-4 (the "Registration Statement"), which contains a preliminary proxy statement/prospectus, in connection with its previously announced proposed business combination with ION Acquisition Corp. 1 Ltd. (NYSE: IACA) ("ION"). The Registration Statement provides important information about ION, Taboola and the proposed business combination, but has not yet become effective and is subject to change. ION's Class A common stock is currently traded on NYSE under the symbol "IACA." In connection with the closing of the transaction, subject to approval, Taboola's ordinary shares are expected to be listed on Nasdaq under the ticker symbol "TBLA." Completion of the transaction, which is expected in the second quarter of 2021, is subject to approval by ION's shareholders, the Registration Statement being declared effective by the SEC, and other customary closing conditions. Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the "Company"). In some cases, you can identify forward-looking statements by terminology such as "may", "should", "expect", "intend", "will", "estimate", "anticipate", "believe", "predict", "potential" or "continue", or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company's future performance and cause results to differ from the forward-looking statements in this presentation include, but are not limited to: the occurrence of any event, change or other circumstances that could give rise to the termination of the proposed transaction involving the Company and ION (such transaction, the "Business Combination"); the outcome of any legal proceedings that may be instituted against ION or the Company, the combined company or others following the announcement of the Business Combination; the inability to complete the Business Combination due to the failure to obtain approval of the shareholders of ION or to satisfy other conditions to closing; changes to the proposed structure of the Business Combination that may be required or appropriate as a result of applicable laws or regulations or as a condition to obtaining regulatory approval of the Business Combination; the ability to meet stock exchange listing standards following the consummation of the Business Combination; the risk that the Business Combination disrupts current plans and operations of ION or the Company as a result of the announcement and consummation of the Business Combination; the ability to recognize the anticipated benefits of the Business Combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; costs related to the Business Combination; changes in applicable laws or regulations; the Company's estimates of expenses and profitability and underlying assumptions with respect to shareholder redemptions and purchase price and other adjustments; ability to attract new digital properties and advertisers; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company's ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in the Company's AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, "third party cookies" and its impact on digital advertising; continued engagement by users who interact with the Company's platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of the Company's revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the sections entitled "Risk Factors" and "Cautionary Note Regarding Forward-Looking Statements" in ION's final prospectus relating to its initial public offering dated October 1, 2020, in the preliminary proxy statement/prospectus subject to completion relating to the Business Combination filed with the SEC by Taboola on Form F-4, and in subsequent filings with the Securities and Exchange Commission ("SEC"). Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. Neither ION nor the Company undertakes any duty to update these forward-looking statements except as may be required by law. Additional Information This communication is being made in respect of the proposed transaction involving Taboola.com Ltd. ("Taboola") and ION Acquisition Corp. 1 Ltd. ("ION"). This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such jurisdiction. In connection with the proposed transaction, Taboola has filed with the Securities and Exchange Commission ("SEC") a registration statement on Form F-4 that includes a preliminary proxy statement/prospectus subject to completion in connection with ION's solicitation of proxies for the vote by ION's shareholders with respect to the proposed transaction and other matters as may be described in the registration statement. Taboola and ION also plan to file other documents with the SEC regarding the proposed transaction and a definitive proxy statement/prospectus will be made available or mailed to holders of shares of ION's Class A ordinary shares. BEFORE MAKING ANY VOTING OR INVESTMENT DECISION, INVESTORS ARE URGED TO READ THE FORM F-4 AND THE PROXY STATEMENT/PROSPECTUS REGARDING THE PROPOSED TRANSACTION AND ANY OTHER RELEVANT DOCUMENTS CAREFULLY IN THEIR ENTIRETY WHEN THEY BECOME AVAILABLE BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. The preliminary proxy statement/prospectus subject to completion, as well as other filings containing information about Taboola and ION are available without charge at the SEC's Internet site (http://www.sec.gov). Copies of the definitive proxy statement/prospectus can also be obtained, when available, without charge, from Taboola's website at http://www.taboola.com. Copies of the definitive proxy statement/prospectus can be obtained, when available, without charge, from ION's website at http://www.ion-am.com/spac. Participants in the Solicitations Taboola, ION and certain of their respective directors, executive officers and other members of management and employees may, under SEC rules, be deemed to be participants in the solicitation of proxies from ION's shareholders in connection with the proposed transaction. You can find more information about ION's directors and executive officers in ION's final prospectus dated October 1, 2020 and filed with the SEC on October 5, 2020. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests is included in the proxy statement/prospectus filed with the SEC on Form F-4. Shareholders, potential investors and other interested persons should read the proxy statement/prospectus carefully when it becomes available before making any voting or investment decisions. You may obtain free copies of these documents from the sources indicated above. No Offer or Solicitation This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities, or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offering of securities shall be made except by means of a prospectus meeting the requirements of section 10 of the Securities Act, or an exemption therefrom. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company's platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola Launches New Service on Samsung Brazil Mobile Devices URL: https://www.taboola.com/press-releases/taboola-launches-new-service-on-samsung-brazil-mobile-devices/ Last Modified: 2021-04-28 13:39:13 Partnership offers Taboola News content and news curation service to users of the Samsung Internet Browser Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced that Samsung Brazil selected Taboola News as a partner to integrate relevant content from Taboola's premium publishers on mobile phones and other user touch points. The new service called Samsung News Feed brings news curation directly to the homepage of Samsung's standard internet browser, Samsung Internet, offering a feed with news and content from well-known publishers such as: O Globo, Valor Econômico, Istoé, Época, Veja, Exame and R7 on Samsung cell phones. Samsung users can access this new service by opening the Samsung Internet browser on their phones and viewing the news feed, which is available with real-time updates. If the user does not have access to the service on the browser home, the user can make a change to the display configuration, simply and quickly, by following the following steps: Access the Samsung Internet browser > Settings > Internet Settings > General > Page and select the "Quick Access" and "News Feed" display options. "Our goal continues to be to make news more and more present in the daily life of the user, so that readers can stay informed, publishers can prosper and device manufacturers can offer excellent customer experiences," said Adam Singolda, CEO and Founder of Taboola. “We are pleased to establish this partnership to provide even more access to the news, for a wide range of users of Samsung Brazil's mobile devices through Taboola News. At a global level, we see that access to relevant news significantly increases the amount of time people spend on mobile devices, which is beneficial for all parties.” Taboola News creates new engagement opportunities for device manufacturers, publishers and brands. Publishers receive increased user traffic at no additional cost, and advertisers have more opportunities to take advantage of Taboola's huge scale of readers to reach the right audience. This deal comes as Taboola News is now used by device manufacturers and mobile carriers in more than 80 markets. Taboola News has helped its partners, on average, double their touchpoint revenues in 2020 and drive significantly more time spent on mobile devices.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Reach PLC Signs Multi-Year Renewal Deal With Taboola and Launches Mid Article Placements URL: https://www.taboola.com/press-releases/reach-plc-signs-multi-year-renewal-deal-with-taboola-and-launches-mid-article-placements/ Last Modified: 2021-04-22 13:09:35 Reach will use Taboola’s platform across their entire network of sites including the Mirror, Express, Daily Star, and OK! Magazine Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the renewal of its partnership with Reach PLC, the largest commercial national and regional news publisher in the UK which delivered 15 billion page views in 2020. The partnership will result in Reach using Taboola’s platform and suite of products across over 50 sites including the Mirror, Express, Daily Star, and OK! to increase audience loyalty and drive revenue with the aim of maintaining revenue expectations while driving engagement and personalisation. All of Reach’s sites will integrate Taboola Feed, a seamlessly integrated infinite scroll that provides readers with personalized content for a more engaging experience, enabling monetization of below-article placements. Reach will also expand the implementation of Taboola’s Explore More product across all 50 assets—an offering designed to keep users visiting publisher sites directly from social media and apps, increasing engagement. Finally, Taboola’s mid-article placements will be another part of the package, allowing for new revenue opportunities and ways to both engage readers and improve the user experience. Taboola has already proven the value of its products for Reach, resulting in a 65% increase in overall revenue. Terry Hornsby, Group Digital Director at Reach said: "Taboola has made a positive impact in driving revenue and traffic for Reach sites. We are looking forward to expanding our long-standing partnership further with more engaging and personalised content that meets the needs of our diverse and wide-reaching digital audience.” Adam Singolda, Founder and CEO, Taboola said: “We are very excited to continue our long-term partnership with Reach, who have been an invaluable partner keeping audiences informed through its high calibre journalism. We’ve been working with the team for half a decade and look forward to continuing on this journey together with a publisher as committed to innovation as Taboola, to drive revenue and engagement as well as grow audience loyalty across their properties.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. About Reach plc Reach plc is the largest commercial national and regional news publisher in the UK with a growing portfolio in Ireland. We create engaging, differentiated content which is distributed through newspapers, magazines and digital platforms – playing a central role in our audiences’ daily lives. Our national and regional brands have a long heritage of being trusted sources of the latest news, information, sport and entertainment, offering a range of opportunities to connect brands with consumers.  With one of the biggest monthly multi-platform audiences in the UK, Reach’s national and regional news brands are prominent champions, campaigners and changemakers. Website:  www.reachplc.com --- ### Taboola Announces Selected Preliminary First Quarter 2021 Results URL: https://www.taboola.com/press-releases/taboola-announces-selected-preliminary-first-quarter-2021-results/ Last Modified: 2021-04-19 14:21:02 New York, NY, April 19, 2021 -- Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced selected preliminary results for the quarter ended March 31, 2021. Adam Singolda, Taboola’s Founder and CEO, commented, “The first quarter has been an exciting period for Taboola: we announced our intention to merge with ION Acquisition Corp. 1 Ltd. (NYSE:IACA), which is proceeding on schedule; and we continued to see strong performance in our core business that powers recommendations across the open web.  While Q1 has historically been a seasonally slower period for the industry, our performance was stronger than anticipated. Additionally, we have continued to focus on pursuing our growth initiatives and recently announced a new high impact placement initiative developed for brand marketers and agencies to help drive brand awareness. I could not be more excited to embark on our new journey as a public company; we are looking forward to completing our transaction in the second quarter of 2021 and capitalizing on our momentum to further strengthen our position in the $64 billion Open Web market.” For the first quarter of 2021, the Company currently expects: - Revenues in the range of $300 million to $303 million, versus the prior projection of $286 million. - Gross Profit in the range of $87 million to $90 million, versus the prior projection of $78 million. - ex-TAC Revenues in the range of $104 million to $107 million, versus the prior projection of $95 million. Taboola's selected preliminary results for the first quarter of 2021 reflects strength in its existing publisher business driven by improved network yield relative to historic seasonal expectations. As Taboola has not yet closed its books for the first quarter of 2021, these preliminary results are based on the most current information available to management and are subject to change. Taboola expects to release its first quarter 2021 results and update its guidance in mid-May. *About Non-GAAP Financial Information This press release includes preliminary ex-TAC Revenues, which is a non-GAAP financial measure. This non-GAAP preliminary financial measure is not a measure of financial performance in accordance with GAAP and may exclude items that are significant in understanding and assessing the Company’s financial results. Therefore, this measure should not be considered in isolation or as an alternative to revenues, gross profit, net income, cash flows from operations or other measures of profitability, liquidity or performance under GAAP. You should be aware that the Company’s presentation of this measure may not be comparable to similarly-titled measures used by other companies. The Company believes non-GAAP financial measures provide useful information to management and investors regarding future financial and business trends relating to the Company. The Company believes that the use of these  measures provides an additional tool for investors to use in evaluating  operating results and trends and in comparing the Company’s financial measures with other similar companies, many of which present similar non-GAAP financial measures to investors. Non-GAAP preliminary financial measures are subject to inherent limitations because they are forward-looking and not historical facts and because they reflect the exercise of judgments by management about which items are excluded or included in calculating them. Please refer to footnotes where presented on each page of this press release or to the appendix at the end of this press release for a reconciliation of preliminary  ex-TAC Revenues to Gross Profit, which the Company believes is the most directly comparable measure in accordance with GAAP. Note Regarding Forward-Looking Statements Certain statements in this press release are forward-looking statements. Forward-looking statements generally relate to future events including future financial or operating performance of Taboola.com Ltd. (the “Company”). For example, preliminary Revenues, Gross Profit, and ex-TAC Revenues, and the expected timing of first quarter 2021 results and updating guidance, are forward-looking statements. In some cases, you can identify forward-looking statements by terminology such as “may”, “should”, “expect”, “intend”, “will”, “estimate”, “anticipate”, “believe”, “predict”, “potential” or “continue”, or the negatives of these terms or variations of them or similar terminology. Such forward-looking statements are subject to risks, uncertainties, and other factors which could cause actual results to differ materially from those expressed or implied by such forward looking statements. These forward-looking statements are based upon estimates and assumptions that, while considered reasonable by the Company and its management, are inherently uncertain. Uncertainties and risk factors that could affect the Company’s future performance and cause results to differ from the forward-looking statements in this presentation include, but are not limited to: the occurrence of any event, change or other circumstances that could give rise to the termination of the proposed transaction involving the Company and ION (such transaction, the “Business Combination”); the outcome of any legal proceedings that may be instituted against ION or the Company, the combined company or others following the announcement of the Business Combination; the inability to complete the Business Combination due to the failure to obtain approval of the shareholders of ION or to satisfy other conditions to closing; changes to the proposed structure of the Business Combination that may be required or appropriate as a result of applicable laws or regulations or as a condition to obtaining regulatory approval of the Business Combination; the ability to meet stock exchange listing standards following the consummation of the Business Combination; the risk that the Business Combination disrupts current plans and operations of ION or the Company as a result of the announcement and consummation of the Business Combination; the ability to recognize the anticipated benefits of the Business Combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; costs related to the Business Combination; changes in applicable laws or regulations; the Company’s estimates of expenses and profitability and underlying assumptions with respect to shareholder redemptions and purchase price and other adjustments; ability to attract new digital properties and advertisers; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale the Company’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in the Company’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with the Company’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of the Company’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the section entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” in ION’s final prospectus relating to its initial public offering dated October 1, 2020 and in subsequent filings with the Securities and Exchange Commission (“SEC”), including the proxy statement relating to the Business Combination expected to be filed by ION. Nothing in this press release should be regarded as a representation by any person that the forward-looking statements set forth herein will be achieved or that any of the contemplated results of such forward-looking statements will be achieved. You should not place undue reliance on these forward-looking statements, which speak only as of the date they were made. Neither ION nor the Company undertakes any duty to update these forward-looking statements except as may be required by law. Additional Information This communication is being made in respect of the proposed transaction involving Taboola.com Ltd. (“Taboola”) and ION Acquisition Corp. 1 Ltd. (“ION”). This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such jurisdiction. In connection with the proposed transaction, Taboola will file with the Securities and Exchange Commission (“SEC”) a registration statement on Form F-4 that will include a proxy statement of ION in connection with ION’s solicitation of proxies for the vote by ION’s shareholders with respect to the proposed transaction and other matters as may be described in the registration statement. Taboola and ION also plan to file other documents with the SEC regarding the proposed transaction and a proxy statement/prospectus will be mailed to holders of shares of ION’s Class A ordinary shares. BEFORE MAKING ANY VOTING OR INVESTMENT DECISION, INVESTORS ARE URGED TO READ THE FORM F-4 AND THE PROXY STATEMENT/PROSPECTUS REGARDING THE PROPOSED TRANSACTION AND ANY OTHER RELEVANT DOCUMENTS CAREFULLY IN THEIR ENTIRETY WHEN THEY BECOME AVAILABLE BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. The proxy statement/prospectus, as well as other filings containing information about Taboola and ION will be available without charge at the SEC’s Internet site (http://www.sec.gov). Copies of the proxy statement/prospectus can also be obtained, when available, without charge, from Taboola’s website at http://www.taboola.com. Copies of the proxy statement/prospectus can be obtained, when available, without charge, from ION’s website at http://www.ion-am.com/spac. Participants in the Solicitations Taboola, ION and certain of their respective directors, executive officers and other members of management and employees may, under SEC rules, be deemed to be participants in the solicitation of proxies from ION’s shareholders in connection with the proposed transaction. You can find more information about ION’s directors and executive officers in ION’s final prospectus dated October 1, 2020 and filed with the SEC on October 5, 2020. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests will be included in the proxy statement/prospectus when it becomes available. Shareholders, potential investors and other interested persons should read the proxy statement/prospectus carefully when it becomes available before making any voting or investment decisions. You may obtain free copies of these documents from the sources indicated above. No Offer or Solicitation This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities, or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offering of securities shall be made except by means of a prospectus meeting the requirements of section 10 of the Securities Act, or an exemption therefrom. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company's platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter.   Investor Contact: Press Contact: Jennifer Horsley Ran Gishri investors@taboola.com press@taboola.com       APPENDIX: Non-GAAP Reconciliation RECONCILIATION OF GAAP TO NON-GAAP PRELIMINARY FINANCIAL MEASURES FOR Q1 2021 (Unaudited) The following table provides a reconciliation of preliminary Gross Profit to preliminary ex-TAC Revenues.   Q1 2021 (dollars in millions) Revenues $300 - $303 Traffic acquisition cost ($193 - $199) Other Cost of Revenues ($16 - $17) Gross Profit $87 - $90 Add Back: Other Cost of Revenues $16 - $17 ex-TAC Revenues $104 - $107   --- ### Taboola Drives Advertising Success for More Than 100 Women-owned Businesses as Part of #RecommendHER Program URL: https://www.taboola.com/press-releases/taboola-drives-advertising-success-for-more-than-100-women-owned-businesses-as-part-of-recommendher-program/ Last Modified: 2021-04-14 13:05:20 Company Offered $500,000 In Free Advertising To Women-owned Business As Part of International Women’s Day and Women’s History Month    Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has powered advertising campaigns for more than 100 women-owned businesses, as part of its #RecommendHER program. Taboola ran this global initiative during March 2021, providing $500,000 of free advertising on its network to women-owned businesses. Participants in #RecommendHER received access to Taboola’s vast network which reaches 516 million daily active users, in a brand safe environment. These brands joined more than 13,000 advertisers that have already tapped Taboola’s scale to achieve business objectives, from brand awareness to increasing conversions. Success stories from the 100 women-owned businesses that participated, across fashion, ecommerce, food and beverage and direct to consumer (DTC) brands, included: "RecommendHER has allowed Wide Fit Shoes to access to a much wider audience across some of the largest publishers in the UK. The Taboola team have provided support throughout the journey from signing up to setting up the creatives and providing full reporting on performance. The results have been great, with our traffic having increased by almost 210% and conversions by 120%. March has been our strongest month ever, in large part thanks to Taboola and the #RecommendHer scheme. As a female business owner and leader, I feel recognised because of this scheme." Nina Umeria, CEO and founder, Wide Fit Shoes “Our experience with Taboola during the RecommendHer initiative has been great. We've experienced some excellent curated guidance from the Taboola team and have really enjoyed working with a broader group of Taboola reps to get different perspectives and thoughts on how to best move forward and take our campaigns to the next level.” Chris Worley, Product Marketing, Yumi “As a new category pioneer, and with an e-commerce first distribution model, new customer acquisition is our priority. Native advertising is the perfect format and environment for us to drive our business objectives, with cost efficiency and scalability. As a start-up, mostly self-funded, and still pre-revenue, this grant will go a long way to help us fast-track our launch.” Isabelle Dunn, owner, PreppedFRESH “The Taboola grant will increase brand exposure to a targeted audience when they are most receptive to new messages and products. We’re extremely grateful that a global brand like Taboola is recognising and empowering women-owned businesses and using their platform to give back to those smaller players in the market.” LXL House founders Laura Pietrantonio and Lauren Scott “The campaign that Jerelyn Creado launched in Taboola ran for 3 weeks, in which we achieved great brand visibility in Italy. We would definitely work with Taboola again in the future. Attention to detail and responsiveness are very important to us, and the service that the Taboola team offers, as well as the level of detail that their campaign dashboard provides, is something that you don´t see very often”. Jerelyn Creado, Founder and Footwear designer at Jerelyn Creado "I started Book Thela with the aim to make books more affordable as well as accessible. COVID-19 had a huge impact on my business as for the initial six months of lockdown, all the operations were completely put on hold due to delivery restrictions which resulted in heavy losses for the business. I am very thankful for Taboola's support and believe that it will play an integral role in getting more traction to our website and ultimately help with the revenue recovery." Founder, Book Thela “By advertising the launch of the innovative, all-natural J’TANICALS CBD skin care line on Taboola’s network of premium publishers with the support of the #RecommendHer initiative, we were able to increase the visibility and drive traffic to our website. Being a new brand that is just launching a completely new product line that is based on a rather unknown substance, it can be challenging to create the desired reach and buzz around our launch.“ Julia Wilde, CEO & Founder, J’TANICALS GmbH   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Dennis Publishing and Taboola to Reach a Decade in Partnership with Contract Renewal URL: https://www.taboola.com/press-releases/dennis-publishing-and-taboola-to-reach-a-decade-in-partnership-with-contract-renewal/ Last Modified: 2021-04-13 11:16:56 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a multi-year renewal of their partnership with Dennis Publishing – the dynamic international media group with over 50 million unique users a month – to drive engagement and audience numbers. Dennis was one of the first enterprise publishers signed by Taboola in the UK in 2013, with this renewal taking the two companies to over 10 years as partners. Dennis has a portfolio of over 30 brands operating in four areas of expertise including Current Affairs, Technology, Automotive, and Specialist and sells over 2.5 million magazines every month. Taboola has been live across eight of the publisher’s sites for several years, and this new agreement will see all eight sites renew their deal to drive affiliate revenue and engagement. As part of the renewal, Dennis will be expanding its integration of the Taboola Feed – a seamlessly integrated infinite scroll that provides readers with personalised content for a more engaging experience, enabling monetisation of below-article placements –  across additional sites. Dennis will also expand its use of Taboola’s Explore More product across its Coach Magazine, Cyclist and Expert Reviews brands. Explore More is designed to keep users visiting the publisher sites directly from social media and apps, increasing engagement. Finally, Dennis will continue to utilise Taboola’s Audience Exchange to drive traffic across its network of sites. Dan Powell-Rees, revenue operations director, Dennis said: “We are delighted to be renewing our partnership with Taboola, which has driven significant value across our sites throughout our relationship. With excellent boosts in our engagement numbers since working with Taboola, it was a completely natural decision to expand the benefits of their products across multiple sites and sectors, and extend the partnership to cover a decade of working together.” Adam Singolda, founder and CEO, Taboola said: “Dennis is an invaluable partner that keeps audiences informed through its high-caliber journalism. I’m excited to be working with the team to continue our partnership, to drive revenue and engagement.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Joins Adweek Media Week with Leaders from PHD Media and MediaMath URL: https://www.taboola.com/press-releases/taboola-joins-adweek-media-week-with-leaders-from-phd-media-and-mediamath/ Last Modified: 2021-04-12 16:08:01 April 12, 2021. Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it will join agency panelists from Adweek and MediaMath during Adweek Media Week to discuss “Context is King: Reaching The Right Consumer in a More Private World.” Operating in a world without third-party cookies is not a new concept and over the last several years, third-party cookies have been blocked by browsers, while stronger regulations like GDPR and CCPA, VPNs, ad blockers, and other cookie-less environments have taken over to protect user privacy. Without third-party cookies, many advertising strategies will become unrecognizable - but new technologies designed for a cookieless future could be more effective for advertising, while protecting end users. The session will delve into the new reality of addressability on the open web, focusing on the power of new approaches such as contextual targeting and more.  The panelists are:  - Moderator: Stephanie Paterik, Adweek Editor in Chief - Nadav Perry, Global VP Brand and Agency Partnerships, Taboola  - Scott Spaulding, Global VP Agency Partnerships, MediaMath - Josh Palau, Chief Media and Activation Officer, PHD Media The session will be broadcast at 11:35-11:55 AM GMT on the 14th of April, Day 1 of Adweek’s  Inaugural Mediaweek Virtual Summit. . About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola partners with Amar Ujala, a leading Hindi daily, to drive readers engagement and revenue growth URL: https://www.taboola.com/press-releases/taboola-partners-with-amar-ujala-a-leading-hindi-daily-to-drive-readers-engagement-and-revenue-growth/ Last Modified: 2021-04-05 14:18:02 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, announced an exclusive partnership with Amar Ujala, a leading Hindi daily with 168 million sessions. With this partnership, Amar Ujala will use Taboola’s discovery platform across desktop, tablet, and mobile web to increase its audience engagement, monetization and maximize traffic.  Amar Ujala will utilize Taboola News to acquire new readers through exclusive touchpoints on devices beyond the web; as well as Taboola Feed a vertical-scrolling feed, enabling users to access more of the content they love, including articles and video. The feed offers a similar experience to scrolling through social media networks, encouraging visitors to stay on the site longer by providing targeted, relevant content. Amar Ujala will also leverage Taboola Newsroom’s insights, providing editorial teams with actionable insights about content performance in real time. This will enable them to test performance of headline, thumbnail, story placement and discover topics their users would be interested to read about from Taboola’s network.  Taboola’s technology and product offering helps publications to drive engagements and consumers to discover content of their interest. Data from Taboola Newsroom identifies topics and news categories which have seen an increase in page view traffic. The insights help publishers create user friendly content and improve website engagement.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Repco Supercars and Taboola sign 3-year strategic partnership partnership URL: https://www.taboola.com/press-releases/repco-supercars-and-taboola-sign-3-year-strategic-partnership-partnership/ Last Modified: 2021-03-26 13:01:24 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced that it has signed a new multi-year partnership with the Repco Supercars Championship to enhance activation opportunities across its digital platforms. In a first for the leading motorsport competition, the partnership will add content recommendations to Supercars’ digital strategy, driving an uplift in audience engagement, revenue, and online traffic. Central to the partnership is the Repco Supercars Championship website Supercars.com, which will feature Taboola’s content discovery platform. For the first time, the site will integrate Taboola Feed – a vertical-scrolling feed, enabling users to access more of the content they love, including articles and video. The feed offers a similar experience to scrolling through social media networks, encouraging visitors to stay on the site longer by providing targeted, relevant content. The Supercars website will also utilise the Taboola video function as part of the partnership to help further engage with motoring enthusiasts. Taboola videos appear at the end of an article or page, where users are most likely to engage with content. Taboola recommends in-feed videos when in-view and sound is user-initiated, optimising viewability and experience. Supercars Head of Digital, Dijana Barbarich said: “Our digital transformation is a key focus for Supercars in 2021. We are pleased to partner with Taboola to strengthen our digital offering, drive engagement and boost our audience growth.” Adam Singolda, CEO and Founder at Taboola, said: “We are thrilled to partner with the Supercars team on this innovative strategy and work together to enhance their digital offerings, driving engagement, revenue and audience growth. We are keen to provide a platform for motor car enthusiasts that enables Supercars to engage with them in a meaningful way to create a long-term digital relationship. There are huge opportunities for premium publishers and content creators to establish these personal relationships with their visitors by providing more tailored, targeted content that makes the user want to come back for more.” The Repco Supercars partnership follows Taboola’s announcement last month that it has signed Val Morgan Digital. About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Joins the Festival of Marketing with Leaders from PHD Media, MediaCom and Mindshare URL: https://www.taboola.com/press-releases/taboola-joins-the-festival-of-marketing-with-leaders-from-phd-media-mediacom-and-mindshare/ Last Modified: 2021-03-22 18:02:00 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it will join agency panelists from PHD, MediaCom and Mindshare to discuss "How to Build An Outcomes-Based Marketing Strategy" at this year’s Festival of Marketing. Over the past year, as budgets have been cut and sensitivity in consumer messaging has come to the forefront, many marketers have chosen to move away from strategies that indiscriminately maximise frequency and reach, towards an outcomes-based approach that surfaces relevant advertising to the selected individuals who are most likely to engage with it. In this panel, Taboola, a global leader in powering recommendations for the open web, hosts three agency experts to discuss how designing marketing campaigns around key business outcomes can engage consumers and improve brands' bottom line.  The panelists are:  - Sebastien Bourne, Head of Biddable, PHD Media - Fou Brown, Global Account Director, MediaCom - Julie Bolsom, Head of Live Planning, Mindshare The session will be broadcast at 10:15-10:45 AM GMT on the 23rd of March at Day 1 (Planning for Success) of Festival of Marketing’s “The Bottom Line” event.  About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola Launches Taboola High Impact, A New Brand Awareness Solution for Agencies And Brand Advertisers URL: https://www.taboola.com/press-releases/high-impact-a-new-brand-awareness-solution-for-agencies-and-brand-advertisers/ Last Modified: 2021-03-15 12:00:58 New offering brings together ad format innovation in placements of high impact, complete control for ad adjacency and exclusive readership data Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the launch of Taboola High Impact, a new advertising solution developed for brand marketers and agencies to help drive brand awareness. According to industry data, in today’s fragmented ecosystem and battle for attention, brands are prioritizing brand awareness campaigns, with 70% further prioritizing news websites as their most important channel for achieving awareness. After building a successful business of supporting performance marketers, Taboola’s new High Impact offering is specifically designed to support brand awareness campaigns. With it, advertisers can effectively reach over 500 million daily active users across the world’s top publishers. It includes: - Ad format innovation in placements of high impact: Ads will only run on homepages, mid-article placements, and the very top of Taboola Feed. Formats include video ads, rich media ads, and social media-like Carousel and Story ad formats. - Adjacency and Control: Ads will be surrounded only by safe and premium editorial content and no other ads. These controls are supported through integrations with IAS, Moat by Oracle Data Cloud, and other partnerships to provide transparency and safety. - Exclusive real-time readership data, previously only available to editorial teams: For the first time, agencies and brands who buy Taboola High Impact will get access to readership data based on 500 million daily active users, to inform their content strategy, to learn more about consumer interest, and to be prepared for a cookieless future where context matters even more. For publishers, Taboola High Impact unlocks a host of new benefits, including new revenue opportunities. This includes greater access to a new slate of premium, brand awareness-focused advertisers, allowing publishers to diversify their revenue streams with both brand awareness and performance advertising dollars. In addition, Taboola High Impact leverages innovative and captivating formats that offer publishers new ways to engage readers and improve the user experience. “We spent the last decade building an incredible performance business, and over the last two years, working with our closest brand and agency partners, we’ve listened and learned about the need to create a whole new brand awareness package which is safe, visible, impactful and fueled with data,” said Adam Singolda, Founder and CEO at Taboola. “People spend 25% of their time in the open web, similar to what they do in social networks, or searching--the opportunity to re-invent the open web, and drive growth to agencies, brands and journalism is massive.” For more information about Taboola High Impact and what solutions are available for you today, please visit Taboola’s website and reach out to your local Taboola representative.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC. For more information visit: https://www.taboola.com/press-release/taboola-goes-public. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Gives $500,000 In Free Advertising To Women-owned Business As Part of International Women’s Day and Women’s History Month, Introducing #RecommendHER URL: https://www.taboola.com/press-releases/introducing-recommendher/ Last Modified: 2021-03-08 13:43:39 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the launch of #RecommendHER, a new global initiative to run during March 2021, that will provide $500,000 of free advertising on its network to women-owned businesses. This initiative empowers women-owned businesses to make a larger impact during Women’s History Month and International Women’s Day — two moments that celebrate women trailblazers across many categories, including business. It also comes at a critical time when there continues to be a disparity between female and male-owned businesses and their support structures: - Women own fewer businesses than men: Globally, 6.2% of women own long term businesses (those that have been in operation for more than 3 years), compared to 9.5% of men. - Women receive less business support: Women receive an average of $5,000 less when applying for business loans compared to men. - Women are more vulnerable to COVID-19–related economic effects: Female job loss rates due to COVID-19 are about 8 times higher than male job loss rates. The #RecommendHER initiative will provide $500,000 in free advertising to selected women-owned businesses to use across Taboola’s network of more than 9,000 digital properties. These businesses will join more than 13,000 advertisers that are already tapping Taboola to reach 516 million daily active users on the Taboola network in a brand safe environment. “International Women’s Day and Women’s History Month place an important spotlight on the challenges and inequality that exists in the business world for women,” said Adam Singolda, Founder and CEO, Taboola. “It is important for all of us to do more to help women-owned businesses thrive, especially at a time when over 4.6M women in the U.S. alone have become unemployed and been more negatively affected by the pandemic overall. At Taboola, we can play a small part by providing the platform, large reach and free advertising that can help accelerate the visions of these passionate and exciting businesses. We encourage others to take action in any way they can.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Loyalty Matters - Taboola Introduces a Way for Publishers to Personalize their Digital Properties Based on Reader Loyalty Levels, Using Deep Learning and AI URL: https://www.taboola.com/press-releases/loyalty-matters-taboola-introduces-a-way-for-publishers-to-personalize-their-digital-properties-based-on-reader-loyalty-levels-using-deep-learning-and-ai/ Last Modified: 2021-02-17 14:28:47 Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new addition to its suite of segmentation and personalization offerings for publishers. According to industry data, 70% of publishers personalize their content for readers and a large percentage plans to do so moving forward. Publishers partnering with Taboola will have access to new loyalty features as part of Taboola’s personalization and segmentation suite. This includes a proprietary loyalty score built on deep learning and AI, which helps segment readers based on attributes such as how frequently they visit, how many pages they visit and how recently they visited. Publishers can then use Taboola to deliver the ideal reader experience to each reader segment, which can both promote increased readership and unlock new monetization options. Publishers can segment readers into categories including flyby readers (groups that visit less frequently and consume the least amount of pages) loyal readers (groups that demonstrate site affinity and consume the most amount of page views) and casual readers (those who fall in between). With Taboola, publishers can then personalize the reader experience based on these loyalty levels, to optimize user engagement and monetization, based on what makes most sense for each segment. This can include: - Adjusting the ratio of publishers’ own content versus advertising content, enabling loyal readers to engage with more publisher content. - Surfacing abridged articles that feature a ‘Read More’ button, targeted only to flyby users, to deliver other article recommendations sooner and promote readership or advertiser content. Taboola’s Read More feature gives publishers the ability to offer readers a condensed article preview when they land on a page, followed by Taboola Feed. - Recommending special offers just to loyal readers to subscribe to content or sign up to newsletters. The same webpage real estate can then be utilized for other purposes for other less loyal reader segments. One large US news publication has already achieved an 18% desktop and 10% mobile RPM increase by adjusting their site content shown to flyby readers. “There’s no one size fits all approach for publishers to interact with readers,” said Adam Singolda, CEO and founder, Taboola. “Readership and interests can change over time and readers arrive on publisher sites in different contexts with different intentions. Publishers need to be able to stay in sync with what readers want, to adapt their properties to best serve each reader.  They want to have deeper connections and with our loyalty offerings, we’re giving our publishers a stronger ability to do it. Publishers might want to direct flyby readers to a sister site or promote a more premium experience with loyal users that adds to their loyalty. More than 13 years of experience working with publishers gives us unique insight into building these kinds of relationships.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Val Morgan Digital secures multi-year partnership with Taboola URL: https://www.taboola.com/press-releases/val-morgan-digital-secures-multi-year-partnership-with-taboola/ Last Modified: 2021-02-15 21:17:13 February 15, 2021  Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a new multi-year partnership with Val Morgan Digital (VMD), the entertainment, lifestyle and health content division of cinema and outdoor company Val Morgan. The three-year partnership deal will see VMD use Taboola’s suite of products to optimise user engagement and loyalty, and drive revenue. VMD will take advantage of Taboola’s Feed, Video and Newsroom products across its digital portfolio, which includes its owned and operated film, wellness and sustainability site The Latch (thelatchcom.au) as well as local editions of foodie mecca Thrillist (thrillist.com) and women’s lifestyle platform POPSUGAR Australia (www.popsugar.com.au), which VMD operates through its partnership with  US-based Group Nine Media.  All three digital platforms will feature Taboola’s content discovery platform, integrating the Taboola Feed product – a vertical-scrolling feed, which provides targeted, relevant content. The Feed is similar to scrolling through social media networks, encouraging visitors to remain on a website by providing them more of the content they want, including articles and videos. The VMD suite of brands will also utilise the Taboola Video function, where visitors are able to access integrated video, which plays only when in-view and initiated by the user, optimising viewability and experience, and the Taboola Newsroom product. Powered by Taboola’s predictive engine and extensive data set of 1.5 billion users, the newsroom helps writers and editors make informed editorial decisions to increase readership. It allows publishers to monitor real-time and historical data about content performance and gain insights into readers’ interests. Adam Singolda, CEO and Founder at Taboola, said: “We are delighted to partner with Val Morgan Digital on its new digital strategy and are looking forward to working closely to optimise its digital offerings, exploring ways to resurface the websites’ content and drive revenue. VMD has continued to go from strength-to-strength since its 2019 launch and its platforms are home to a wealth of fantastic information, with an engaged audience. Our products will enable VMD to breathe new life into content on its channels and share it with new audiences. There are huge opportunities for premium publishers like VMD to use real-time and archived data to understand its content and how it is consumed, and then look at ways to harness insights to further engage audiences.” Brian Florido, Managing Director at Val Morgan Digital, said: “At VMD, we are still very much in the growth stage of the business, as we continue to build a stable of brands that drive curiosity, influence and impact. What we’ve done has been intentional and by design, with each of our brands offering something different for the reader, while complementing our Val Morgan cinema and out of home networks. We’re looking forward to working with Taboola and utilising their suite of products to further enhance our engagement, deliver our content to new audiences and ultimately to drive revenue for the business.” About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter.   About Val Morgan Val Morgan is an industry leader delivering premium, highly attentive audiences across Cinema, Outdoor and Digital platforms. Located throughout Australia and New Zealand, Val Morgan provides a 100% digital, full-screen, advertising solution for brands looking to connect with engaged and active consumers. The Val Morgan network comprises of over 14,000 location-based digital advertising screens in cinema, retail, petro-convenience and fitness locations, and offers digital publishing opportunities via The Latch, Thrillist, POPSUGAR Australia and Fandom.    --- ### Taboola drives large 50% increase in return on ad spend for OTTY, verified by QueryClick URL: https://www.taboola.com/press-releases/taboola-drives-large-50-increase-in-return-on-ad-spend-for-otty-verified-by-queryclick/ Last Modified: 2021-02-09 13:05:19 Box mattress company OTTY, dramatically increasing Return on Ad Spend (ROAS) by more than 50% when compared to last click. This outcome according to analysis by digital marketing agency QueryClick using their new SAAS platform Corvidae’s new attribution engine powered by proprietary advances in Deep Learning systems. Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a successful advertising campaign with box mattress company OTTY, dramatically increasing Return on Ad Spend (ROAS) by more than 50% when compared to last click. This outcome according to analysis by digital marketing agency QueryClick using their new SAAS platform Corvidae’s new attribution engine powered by proprietary advances in Deep Learning systems. OTTY is a UK-based box mattress company that aims to provide comfort, support and temperature control, allowing customers to sleep fresh every night. With the help of Taboola, OTTY has been able to sell more effectively, which has opened new opportunities for the brand, specifically to drive quality traffic with a high propensity for conversion to sales.  QueryClick performed their targeted analysis of this campaign from 7th September to 20th November 2020. The impressive results include a prospecting mobile campaign that QueryClick’s Corvidae platform shows to be driving three times the ROAS for the mattress company compared to previous campaigns. The huge success of the campaign is part of a long-term partnership between OTTY and Taboola, which has previously seen a 138% increase in ad spend month-on-month and ten times greater conversions on retargeting campaigns. Andrew Jacobs, Digital Marketing Manager, OTTY, said: “We have seen excellent results throughout our partnership with Taboola and it’s great to see these repeated in our latest campaign through QueryClick. The sponsored content campaign for instance has worked exceptionally well at encouraging users to shift from viewing our information to purchasing our products. In the current environment it’s vital we invest in strategies that drive tangible results and the latest analytics from QueryClick has proven Taboola is the ideal partner to achieve this.” Chris Liversidge, CEO and Founder, QueryClick, said: “Our attributed analysis of the native campaign by OTTY has uncovered impressive figures from Taboola’s solutions, highlighting the significant value the company brings to brands in these tough times. Our Corvidae tool has allowed OTTY to identify the most impactful spend, which is essential in these times where tight budgets are the norm for businesses everywhere.” OTTY, supported by its partnerships with Taboola and Queryclick, is now aiming to boost its CPA goals, adapting CPA targets for various audiences and campaigns.   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Sinclair Broadcast Group Signs Multi-Year Renewal Deal With Taboola URL: https://www.taboola.com/press-releases/sinclair-broadcast-group-signs-multi-year-renewal-deal-with-taboola/ Last Modified: 2021-02-02 08:42:01 Integrates Taboola’s Mid-article Video Placements to Drive Revenue and Optimize  Engagement   NEW YORK, February 2, 2021 – Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the renewal of its partnership with Sinclair Broadcast Group (Sinclair), a diversified media company and leading provider of local sports and news.  The partnership will result in Sinclair using Taboola’s discovery platform and suite of products across their television station sites including its ABC, CBS, FOX and NBC affiliates, as well as its mobile platforms, to optimize user engagement, increase  audience loyalty and drive revenue.  Sinclair already uses Taboola’s recommendation engine and Taboola Feed, a seamlessly integrated  infinite scroll that provides readers with personalized content for a more engaging experience,  enabling monetization of below-article placements. They will add Taboola’s Mid-article high impact  video placements. Native video ads enable publishers to diversify their revenue streams and better  monetize their content, while offering brands and agencies access to attentive readers in high-impact placements within premium editorial environments.  “Over the last 2 years Taboola has proven themselves to be a strategic and innovative partner for  Sinclair,” said Kevin Cotlove, Chief Digital Officer of Sinclair. “Taboola’s commitment to ongoing  releases of innovative products, designed to benefit both the publisher and advertiser ecosystems, provide a number of opportunities to drive monetization and engagement, such as the new mid-article video units, which is just one of the many offerings we are currently implementing. We know we can  count on Taboola as a key discovery partner to continue to achieve our revenue growth goals.”  “Sinclair Broadcast Group is an invaluable partner, driving innovation at the local level to keep  audiences informed through its high-caliber journalism. I’m excited to be working with the Sinclair  team, who is always on the cutting edge, to capture video opportunities, as well as enhance personalization and AI,” said Adam Singolda, CEO and Founder at Taboola. ”We are humbled to  continue our partnership to drive revenue and engagement as well as growing audience loyalty across their properties.”   About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola, a Global Leader In Powering Recommendations for the Open Web, to Become NYSE Listed at an Implied $2.6 Billion Valuation via a Merger with ION Acquisition Corp. 1 Ltd. URL: https://www.taboola.com/press-releases/taboola-goes-public/ Last Modified: 2021-01-25 11:45:23 Total raised to be approximately $545 Million including ION’s proceeds and a PIPE from Fidelity Management & Research Company LLC, Baron Capital Group, funds and accounts managed by BlackRock, Hedosophia, the Federated Hermes Kaufmann Funds and others   - Taboola is going public via a merger with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a publicly traded special purpose acquisition company, or SPAC, with $259 million in trust - Taboola has also secured approximately $285 million in primary and secondary PIPE financing from institutional investors, including funds affiliated with ION and funds affiliated with Phoenix Insurance, that have committed to fund more than 20% of the PIPE - Top tier institutional investors are anchoring the PIPE including Fidelity Management & Research Company LLC, Baron Capital Group, funds and accounts managed by BlackRock, Hedosophia, the Federated Hermes Kaufmann Funds and others - Exor Seeds, the venture arm of Exor (holding company controlled by the Agnelli family) is joining the PIPE as Taboola envisions distributing personalized content into mobility platforms - Taboola is focused on providing Open Web digital properties (including websites, devices, TV apps and mobile apps that sit outside of walled gardens) with the infrastructure they need to build, grow and monetize their online activities - The transaction implies a pro forma valuation of approximately $2.6 billion for Taboola and Taboola expects to have $600 million of cash and cash equivalents on its balance sheet at closing - In 2021 Taboola plans to invest more than $100 million in R&D growth initiatives including AI, eCommerce, TV, and device manufacturers - As part of its presentations to the PIPE investors, for 2020 Taboola projected* it would achieve approximately $1.2 billion of Revenues, over $375 million of ex-TAC Revenues**, approximately $34 million of Operating Income, representing approximately 3% of Revenues, and over $100 million of Adjusted EBITDA**, representing approximately 27%** of ex-TAC Revenues - Prior to this transaction Taboola raised $160 million and had approximately $240 million of cash and cash equivalents on its balance sheet as of December 31, 2020 - Taboola’s recommendation platform, powered by advanced AI algorithms, provides over 1 trillion recommendations a month to approximately 500 million daily active users - Most members of Taboola’s senior management team have been together for almost a decade - Transaction expected to close in Q2 of 2021   New York, NY - January 25, 2021 - Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced it has entered into a definitive merger agreement with ION Acquisition Corp. 1 Ltd. (NYSE: IACA), a special purpose acquisition company. The combined company will operate under the Taboola name and will trade on the NYSE under the new symbol “TBLA”. The transaction is expected to close in Q2 of 2021. Taboola was founded in 2007 by Adam Singolda, the company's CEO since inception. The company enables digital property owners to harness the value of AI-driven recommendations and offers advertisers a way to effectively access users in the open web. Taboola surfaces recommendations wherever people spend time outside of the walled gardens, across websites and within offerings from device manufacturers, mobile apps, and games, enabling advertisers to be recommended side-by-side with editorial content, driving significant value. Taboola’s mission is to power recommendations for the open web and help people discover things they may like. Taboola estimates the highly fragmented advertising market in the open web to be approximately $64 billion in 2020. Taboola’s recommendation platform renders editorial and paid recommendations natively, creating meaningful value to its digital property partners, advertisers and users. As a result, the company believes it has a significant market opportunity. Taboola at scale - selected highlights: - More than 9,000 digital properties with long-term, global and exclusive partnerships, including publishers like CNBC, NBC News, Business Insider, The Independent and El Mundo during Q4 2020. - Device manufacturer partnerships, where Taboola brings its publisher partners’ news to consumers. - More than 13,000 advertiser relationships, reaching 516 million daily active users on the Taboola network in a brand safe environment, while using Taboola’s readership data for precision targeting during Q4 2020. - Approximately 500 team members at the end of Q4, supporting research and development and significant investment into its technology stack, which has made Taboola a leader in AI. “Taboola is embarking on an exciting new journey as a public company, a milestone only made possible by years of trusted partnerships with tens of thousands of digital properties and advertisers who I want to personally thank for believing in Taboola and me for years,” said Adam Singolda, Founder and CEO at Taboola. “Today, we’re proud of the Taboola team that has made us a ubiquitous presence on the open web and for helping to bring our category-defining technology to market. Aside from our technology and team, Taboola’s success is built on a simple idea - deliver value to our partners in a way where we only grow if our partners grow, in a true win-win manner. This is in stark contrast to ‘walled gardens’ of closed ecosystems that don’t always have their partners’ best interests in mind.” Mr. Singolda continued, “As we move forward, there is immense opportunity for Taboola to continue to be the champion for the open web, and those who do business there. Over the next 10 years I see Taboola growing to power recommendations for anything, such as eCommerce, games, applications, and I see those recommendations everywhere, on every device. They will live on our connected TVs at home, recommending shows people love, as well as in people’s cars surfacing content they love, podcasts, and text-to-audio from the open web. I’m excited to have Gilad Shany join our board and journey, and I’m pleased to welcome the ION family of investors and supporters.” Gilad Shany, CEO of ION said, “We believe Taboola is an open web recommendation leader that is well positioned to challenge the walled gardens. We were looking to merge with a global technology leader with Israeli DNA and we found that in Taboola. The combination of long-term partnerships built by the company with thousands of open web digital properties, their direct access to advertisers, massive global reach and proven AI technology, allows Taboola to provide significant value to their partners while also achieving attractive unit economics as the company grows. We are excited to join in the early innings of this growth journey alongside a tenured executive team with a strong track-record of exceptional execution.” Transaction Overview ION Acquisition Corp. 1 Ltd. will merge with a wholly-owned subsidiary of Taboola for implied pro forma aggregate valuation of approximately $2.6 billion. In connection with the transaction, institutional investors have committed to purchase an aggregate of approximately $285 million of Taboola ordinary shares in a private investment that is expected to close concurrently with the business combination, of which approximately $150 million will be purchased directly from existing shareholders of Taboola, primarily from early investors. Taboola has committed to register these privately-issued shares for resale shortly following the closing of the business combination.  All transaction related financial or other data in this announcement assume no ION shareholder exercises their redemption rights. The boards of directors of both Taboola and ION unanimously approved the transaction. The proposed transaction is expected to be completed in the second quarter of 2021, subject to approval by the shareholders of each of Taboola and ION, and satisfaction of customary regulatory and other closing conditions. Advisors Credit Suisse Securities (USA) LLC acted as lead financial and capital markets advisor to Taboola and also acted as lead placement agent on the PIPE. J.P. Morgan Securities LLC also acted as a financial advisor to Taboola. Latham & Watkins LLP, Meitar Law Offices and Davis Polk & Wardwell LLP acted as legal counsel to Taboola. Cowen acted as sole financial and capital markets advisor to ION and also acted as placement agent on the PIPE.  White & Case LLP and Goldfarb Seligman & Co. acted as legal counsel to ION. *All 2020 projections in this press release are taken from the investor presentation being filed by ION today with the SEC as an exhibit to its Current Report on Form 8-K which will be available on the SEC website at www.sec.gov.  Those projections are subject to the limitations contained in the presentation and in this press release. See “Caution About Forward-Looking Statements.” ** Non-GAAP measure.  See “About Non-GAAP Projected Financial Measures.” Investor Conference Call Information Today, January 25 at 8:00 a.m. ET, Taboola and ION Acquisition Corp. 1 Ltd. will host a joint investor conference call regarding the proposed transaction and review an investor presentation.  The investor presentation is being filed by ION Acquisition Corp. 1 Ltd. with the SEC prior to the call as an exhibit to a Current Report on Form 8-K which will be available on the SEC website at www.sec.gov. Prepared remarks are available via audio-only webcast, and are accessible at http://www.taboola.com/about/investors through 11:59 p.m ET on January 31, 2021. A transcript of the call will also be made available on the SEC website at www.sec.gov. About ION Acquisition Corporation The Company is a blank check company incorporated for the purpose of effecting a merger, share exchange, asset acquisition, share purchase, reorganization or similar business combination with one or more businesses. While the Company may pursue a business combination target in any business or industry, the Company intends to focus on the rapidly growing universe of Israeli companies and entrepreneurs that apply technology and innovation to our everyday lives. The Company is sponsored by ION Holdings 1, LP, an affiliate of ION Asset Management Ltd About Taboola Taboola powers recommendations for the open web, helping people discover things they may like. The company’s platform, powered by artificial intelligence, is used by digital properties, including websites, devices and mobile apps, to drive monetization and user engagement. Taboola has long-term partnerships with some of the top digital properties in the world, including CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach over 500 million daily active users in a brand-safe environment. The company has offices in 18 cities worldwide, including New York and Tel Aviv. Learn more at www.taboola.com and follow @taboola on Twitter.       About Non-GAAP Projected Financial Measures This press release contains projected financial measures that are not calculated or presented in accordance with United States generally accepted accounting principles, or GAAP.  These measures are projected ex-TAC Revenue, Adjusted EBITDA and Adjusted EBITDA Margin. They are non-GAAP measures because they exclude items required to be included in the most directly comparable projected measures calculated and presented in accordance with GAAP.  We believe these non-GAAP measures provide useful supplemental information for period-to-period comparisons of our business and can assist investors and others in understanding and evaluating our operating results. However, these non-GAAP projected measures should not be considered in isolation or as a substitute for or superior to any measures of projected financial performance calculated and presented in accordance with GAAP. Other companies may calculate these or similarly titled non-GAAP measures differently than we do. See the Annex to this press release captioned "Non-GAAP Projection Reconciliations" for a description of these non-GAAP projected measures and a reconciliation to the most directly comparable projected financial measures prepared in accordance with GAAP. Additional Information This communication is being made in respect of the proposed transaction involving Taboola.com Ltd. (“Taboola”) and ION Acquisition Corp. 1 Ltd. (“ION”). This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of such jurisdiction. In connection with the proposed transaction, Taboola will file with the Securities and Exchange Commission (“SEC”) a registration statement on Form F-4 that will include a proxy statement of ION in connection with ION’s solicitation of proxies for the vote by ION’s shareholders with respect to the proposed transaction and other matters as may be described in the registration statement. Taboola and ION also plan to file other documents with the SEC regarding the proposed transaction and a proxy statement/prospectus will be mailed to holders of shares of ION’s Class A ordinary shares. BEFORE MAKING ANY VOTING OR INVESTMENT DECISION, INVESTORS ARE URGED TO READ THE FORM F-4 AND THE PROXY STATEMENT/PROSPECTUS REGARDING THE PROPOSED TRANSACTION AND ANY OTHER RELEVANT DOCUMENTS CAREFULLY IN THEIR ENTIRETY WHEN THEY BECOME AVAILABLE BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION. The proxy statement/prospectus, as well as other filings containing information about Taboola and ION will be available without charge at the SEC’s Internet site (http://www.sec.gov). Copies of the proxy statement/prospectus can also be obtained, when available, without charge, from Taboola’s website at http://www.taboola.com.  Copies of the proxy statement/prospectus can be obtained, when available, without charge, from ION’s website at http://www.ion-am.com/spac.   Participants in the Solicitations Taboola, ION and certain of their respective directors, executive officers and other members of management and employees may, under SEC rules, be deemed to be participants in the solicitation of proxies from ION’s shareholders in connection with the proposed transaction. You can find more information about ION’s directors and executive officers in ION’s final prospectus dated October 1, 2020 and filed with the SEC on October 5, 2020. Additional information regarding the participants in the proxy solicitation and a description of their direct and indirect interests will be included in the proxy statement/prospectus when it becomes available. Shareholders, potential investors and other interested persons should read the proxy statement/prospectus carefully when it becomes available before making any voting or investment decisions. You may obtain free copies of these documents from the sources indicated above. No Offer or Solicitation This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities, or a solicitation of any vote or approval, nor shall there be any sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offering of securities shall be made except by means of a prospectus meeting the requirements of section 10 of the Securities Act, or an exemption therefrom. Caution About Forward-Looking Statements This communication includes forward-looking statements, including projections about Taboola’s 2020 performance, its expected cash and cash equivalents at the closing of the transaction, planned 2021 investments, its growth strategy and market opportunities and the timing of the pending transaction. These forward-looking statements are based on Taboola’s and ION’s expectations and beliefs concerning future events and involve risks and uncertainties that may cause actual results to differ materially from current expectations. These factors are difficult to predict accurately and may be beyond Taboola’s and ION’s control. Forward-looking statements in this communication or elsewhere speak only as of the date made. New uncertainties and risks arise from time to time, and it is impossible for Taboola or ION to predict these events or how they may affect Taboola or ION. Except as required by law, neither Taboola or ION has any duty to, and does not intend to, update or revise the forward-looking statements in this communication or elsewhere after the date this communication is issued. In light of these risks and uncertainties, investors should keep in mind that results, events or developments discussed in any forward-looking statement made in this communication may not occur. Uncertainties and risk factors that could affect Taboola’s and ION’s future performance and cause results to differ from the forward-looking statements in this release include, but are not limited to: the occurrence of any event, change or other circumstances that could give rise to the termination of the business combination; the outcome of any legal proceedings that may be instituted against ION or Taboola, the combined company or others following the announcement of the business combination; the inability to complete the business combination due to the failure to obtain approval of the shareholders of ION or to satisfy other conditions to closing; changes to the proposed structure of the business combination that may be required or appropriate as a result of applicable laws or regulations or as a condition to obtaining regulatory approval of the business combination; the ability to meet stock exchange listing standards following the consummation of the business combination; the risk that the business combination disrupts current plans and operations of ION or Taboola as a result of the announcement and consummation of the business combination; the ability to recognize the anticipated benefits of the business combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with customers and retain its management and key employees; costs related to the business combination; changes in applicable laws or regulations; Taboola’s estimates of expenses and profitability and underlying assumptions with respect to shareholder redemptions and purchase price and other adjustments; ability to meet minimum guarantee requirements in contracts with digital properties; intense competition in the digital advertising space, including with competitors who have significantly more resources; ability to grow and scale Taboola’s ad and content platform through new relationships with advertisers and digital properties; ability to secure high quality content from digital properties; ability to maintain relationships with current advertiser and digital property partners; ability to make continued investments in Taboola’s AI-powered technology platform; the need to attract, train and retain highly-skilled technical workforce; changes in the regulation of, or market practice with respect to, “third party cookies” and its impact on digital advertising; continued engagement by users who interact with Taboola’s platform on various digital properties; the impact of the ongoing COVID-19 pandemic; reliance on a limited number of partners for a significant portion of Taboola’s revenue; changes in laws and regulations related to privacy, data protection, advertising regulation, competition and other areas related to digital advertising; ability to enforce, protect and maintain intellectual property rights; and risks related to the fact that we are incorporated in Israel and governed by Israeli law; and other risks and uncertainties set forth in the section entitled “Risk Factors” and “Cautionary Note Regarding Forward-Looking Statements” in ION’s final prospectus October 1, 2020 relating to its initial public offering dated and in subsequent filings with the SEC, including the proxy statement relating to the business combination expected to be filed by ION. In particular, the projections for 2020 are subject to material adjustment as Taboola completes its closing procedures and its auditors audit its 2020 results. Contacts Media: Dave Struzzi Taboola mediarelations@taboola.com   Investors: Maili Bergman The Blueshirt Group investors@taboola.com   ION Acquisition Corp: Avrom Gilbert avrom@ion-am.com       # Non-GAAP Projection Reconciliations The forgoing press release contains GAAP and Non-GAAP projected full year 2020 financial measures. See “About Non-GAAP Projected Financial Measures” and “Caution About Forward-Looking Statements.” These non-GAAP projected measures are subject to significant limitations, including those identified below. In addition, other companies may use similarly titled measures but calculate them differently, which reduces their usefulness as comparative measures. Non-GAAP projected measures should not be considered in isolation or as a substitute for projected or historical GAAP measures. They should be considered only as supplementary information. ex-TAC Revenues We calculate projected ex-TAC Revenues as projected Revenues excluding projected traffic acquisition costs, or TAC. The following table provides a reconciliation of projected Revenues to projected ex-TAC Revenues for the period shown.   ​ ​ ​ Year Ended December 31, 2020       (in millions) Revenues ​ ​ ​ $ 1,190 Adjusted to exclude the following: ​ ​ ​ Traffic acquisition costs ​ ​ ​  811 ex-TAC Revenues ​ ​ ​ $ 379     We believe that ex-TAC Revenues are useful because TAC is what we must pay digital properties to obtain the right to place advertising on their websites, and we believe that excluding these costs can better reflect the revenue that ultimately flows to us. Limitations on the use of ex-TAC Revenues include the following. - Traffic acquisition cost is a significant component of our Cost of revenues but is not the only component; - ex-TAC Revenues are not comparable to our Gross profit or Operating income and by definition ex-TAC Revenues will be higher than our Gross profit or Operating income.   ## Adjusted EBITDA and Adjusted EBITDA Margin We calculate projected Adjusted EBITDA as projected Operating income before depreciation and amortization, further adjusted to exclude projected stock-based compensation, certain merger or acquisition related costs and other noteworthy income and expense items, which may vary from period-to-period. The following table provides a reconciliation of projected Operating income to projected Adjusted EBITDA for the period shown.   ​ ​ ​ Year Ended December 31, 2020       (in millions) Operating income ​ ​ ​ $ 34 Adjusted to exclude the following: ​ ​ ​ Depreciation and amortization ​ ​ ​ 33 Stock-based compensation 23 M&A costs (a) ​ ​ ​ 16 Adjusted EBITDA ​ ​ ​  $ 106   - Costs primarily related to the proposed strategic transaction with Outbrain Inc., which we elected not to consummate.   We believe that projected Adjusted EBITDA is useful because it allows us and others to measure projected performance without regard to items such as stock-based compensation expense, depreciation and interest expense and other items that can vary substantially depending on our financing and capital structure, and the method by which assets are acquired.  We use Adjusted EBITDA and GAAP financial measures for planning purposes, including the preparation of our annual operating budget, as a measure of performance and the effectiveness of our business strategies, and in communications with our board of directors.  We may also use Adjusted EBITDA as a metric for determining payment of cash or other incentive compensation. Limitations on the use of Adjusted EBITDA include the following. - Although depreciation expense is a non-cash charge, the assets being depreciated may have to be replaced in the future, and Adjusted EBITDA does not reflect cash capital expenditure requirements for such replacements or for new capital expenditure requirements;   - Adjusted EBITDA excludes stock-based compensation expense, which has been, and will continue to be for the foreseeable future, a significant recurring expense for our business and an important part of our compensation strategy;   - Adjusted EBITDA does not reflect, to the extent applicable for a period presented: (1) changes in, or cash requirements for, our working capital needs; (2) interest expense, or the cash requirements necessary to service interest or if applicable principal payments on debt, which reduces cash available to us; or (3) tax payments that may represent a reduction in cash available to us; and​ - the expenses and other items that we exclude in our calculation of Adjusted EBITDA may differ from the expenses and other items, if any, that other companies may exclude from Adjusted EBITDA when they report their operating results. We calculate projected Operating income Margin as projected Operating income divided by projected Revenues. We calculate projected Adjusted EBITDA Margin as projected Adjusted EBITDA divided by projected ex-TAC Revenues. The following table reconciles projected Operating Income Margin to projected Adjusted EBITDA Margin for the period shown.     ​ ​ ​ Year Ended December 31, 2020 (in millions) Revenues ​ ​ ​ $ 1,190 Operating income $ 34 Operating income Margin 2.8% ex-TAC Revenues $ 379 Adjusted EBITDA  $ 106 Adjusted EBITDA Margin 27.8%     --- ### Taboola joins Snap, Instagram, and Twitter in Introducing "Stories" Offering, Now For The Open Web URL: https://www.taboola.com/press-releases/taboola-joins-snap-instagram-and-twitter-in-introducing-stories-offering-now-for-the-open-web/ Last Modified: 2021-01-18 14:38:52 Publishers and Advertisers Can Now Tap into the Popular ‘Stories’ Format, Now on the Open Web, Side-by-side to Editorial Content, to Unlock New Reader Engagement and Monetization Opportunities   NEW YORK, NY – Taboola, the world’s leading discovery platform, today announced the beta of Taboola Stories, a new way for publishers to engage readers with the familiar captivating “stories” format that users love on social media, now on publisher sites for the first time.   Publishers can embed Taboola Stories within their homepages, and articles in mobile environments, presenting readers with constantly updated recommendations that, once selected, launch vertical, mobile-friendly stories that cycle automatically. Taboola's Stories product also represents an exciting opportunity for brand advertisers to reach consumers in new premium and impactful environments on publishers' websites. With Taboola Stories, publishers can recirculate relevant content based on articles people are reading, which can significantly increase the amount of time people spend on their sites. In addition, Stories opens up new ways for publishers to drive revenue by tapping into the growing popularity of mobile-friendly vertical formats that have become a substantial part of advertiser’s social budgets today. Taboola Stories offers a brand new reading experience for readers that combines simplicity, entertainment and usability. With it, readers have a new way to visually discover related topics to the content they are already on. Taboola Stories are visually appealing and automatically cycle through article summaries, so readers can quickly skip to new content and ensure they never miss relevant stories. Taboola Stories leverages the same recommendation engine as Taboola Feed, a personalized stream of article and video content that users might be interested in, which is used by more than 9,000 of the world’s top publishers. It is powered by more than a decade of investment by Taboola in artificial intelligence, as well as data from readership of more than 500 million daily active users. “We’re combining the best of two worlds, making it easier than ever for publishers to keep readers engaged and allowing readers to discover more content and promoted recommendations by advertisers they may like,” said Adam Singolda, CEO at Taboola. “Taboola Stories is a big leap forward in the flexibility we’ve given to publishers, and their abilities to interact with readers. We’re fortunate to have spent 13 years innovating to deliver more opportunities for publishers to develop closer relationships with readers and drive more engagement, and revenue in the process. Compared to story-driven formats on traditional social media platforms, Taboola Stories offer similar formats, but side-by-side to premium, editorial content that exists in the open web.” About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide.  Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola signs multi-year strategic partnership with Mediba, Inc. URL: https://www.taboola.com/press-releases/taboola-signs-multi-year-strategic-partnership-with-mediba-inc/ Last Modified: 2020-12-14 15:28:34 Taboola, the world’s leading discovery platform, today announced a multi-year strategic partnership with mediba for au Web Portal, which operates au Web Portal. Under this partnership, mediba has leveraged Taboola's content discovery platform exclusively to provide a personalized news experience and optimized for tens of millions of PC and mobile content readers on the au web portal.  This strategic partnership will see Au Web Portal use Taboola’s discovery platform to increase user engagement through personalized news based on reader interests, through Taboola Feed. In addition, mediba will leverage Taboola Feed to boost monetization across its properties, including with seamless, non-intrusive, in-feed video experiences. Taboola Feed is a seamlessly integrated infinite feed that provides readers with personalized content for a more engaging experience editorially from the site they are on, and from the web. Similar to how people experience social networks, Taboola Feed encourages audiences on the open web to stay engaged on a publisher’s site by scrolling through a personalized stream of content, video, and other experiences the user might be interested in discovering next. "Taboola, which has accumulated deep knowledge about advanced deep learning technology and user preferences, will be an important partner for mediba's au web portal," commented Mr. Takami, portal business PdM of mediba Co., Ltd. He said: “We are pleased to work with Taboola, which delivers a better experience and higher profitability for our customers by delivering dynamic and optimal content to individuals, and with strict advertising standards. We are very excited to partner with Taboola, which has a screening process and is strong in video advertising." “Our focus over the next 10 years is to help bring quality journalism and news to all devices, and drive hundreds of millions of people back to the open web,” said Adam Singolda, CEO and founder, Taboola. “Premium publishers, advertisers and smartphone manufacturers have a massive opportunity to engage with audiences in a way that is deeply personal and creates long-term relationships based on value and trust. I am very excited to partner with mediba to power this type of growth through a long-term strategic partnership with au Web Portal, one of Japan’s top premium publishers with tens of millions of local readers. Trust from publishers like them is one reason we have successfully doubled growth every quarter this year in Japan, and why we continue to grow.”   About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month.    Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, Ouest-France, Manzoni, BILD, Huffington Post, Microsoft, Business Insider, The Independent and El Mundo. The company is headquartered in New York City with offices in 18 cities worldwide.  Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Leading Digital Ad Agency Kendago Extends Multi-Year Strategic Partnership With Taboola - Will Implement Platform As Primary Acquisition Channel URL: https://www.taboola.com/press-releases/leading-digital-ad-agency-kendago-extends-multi-year-strategic-partnership-with-taboola-and-will-implement-platform-as-primary-acquisition-channel-for-all-of-its-clients/ Last Modified: 2020-12-09 13:36:14 New York, NY, December 9, 2020 – Taboola, the world’s leading discovery platform, today announced a long-term strategic partnership with Kendago, a leading digital advertising agency that scales direct-to-consumer brands like Trim Down Club, VShred and G-Plans. Taboola’s platform enables brands to capitalize on AI and machine learning to reach consumers at scale across premium editorial sites to support brand awareness and acquisition goals. Kendago used data insights from Taboola Newsroom, which taps readership data from more than 1.4 billion users each month, to build acquisition models promoting their DTC client base. Taboola’s unique readership data showed on average over 1.5 billion page views about weight loss during the last six months and an increase of 265% in the last 90 days about DTC in the U.S. Kendago was able to justify more investment on behalf of brands like Trim Down Club, its comprehensive health and wellness program with over 2M customers, and were able to increase subscriptions by 87% after advertising with Taboola.  Kendago used Taboola Video to engage their audience with high-visibility placements across premium editorial sites, resulting in a 42% increase in CTR, 31% increase in video completion rate, and an overall increase in their video viewability rate. The Kendago team also made use of The Taboola Creative Shop, a program that supports brands and media agencies in their execution and optimization of campaign creatives. Recommendations leverage data from hundreds of thousands of successful advertising campaigns, as well as thousands of ongoing A/B tests. “We’ve been working with Taboola for a long time with great success. What really impressed me more than anything is their partnership approach and ability to provide us with end-to-end support on all fronts, including with marketing and creative,” said Rafi Magen, CEO, Kendago. ”Working together with our internal teams enables us not only to scale campaigns but also to maintain this high scale for very long periods of time”. “Video advertising is a big part of what we do, and Taboola’s exclusive partnerships present a huge opportunity for D2C advertisers to increase their ROI and diversify their cold traffic sources. We found that in many cases, the traffic from Taboola’s network also has a higher LTV, which helps the high scale. Making acquisition campaigns work on Taboola required us to develop new methodologies on both the campaign management and creative sides, and on that front, Taboola’s team and The Creative Shop played a pivotal role in our long term success.” “It’s very exciting for us to partner with Kendago, and Rafi and the team on a larger scale - the Kendago team always has innovation at their forefront,” said Adam Singolda, Founder and CEO, Taboola. “Taboola is growing exceptionally fast, much of it with direct response campaigns of D2C brands, utilizing the new tools Taboola added and especially our video inventory. We are pleased  to be working together with Kendago to create high performing campaigns across the entire purchase funnel, from driving awareness and all the way to a subscription”. “Kendago’s use of our readership data, which shows upwards of 1.5 billion page views around weight loss trends throughout the last 6 months, has been a key part of Kendago’s acquisition model for Trim Down Club’s success.”  About Taboola Taboola helps people discover what's interesting and new. The company's platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they're most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement.  Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Seven West Media and Taboola strike multi-year partnership deal URL: https://www.taboola.com/press-releases/swm-and-taboola-strike-multi-year-partnership-deal/ Last Modified: 2020-11-11 17:36:07 Seven West Media (ASX: SWM) today announced that it had signed an exclusive, multi-year partnership with Taboola, the world’s leading discovery platform, to enhance activation opportunities across SWM’s digital platforms. Integrated across all SWM’s relevant cross-platform assets, including 7NEWS.com.au, The West Australian, PerthNow and numerous regional titles, the partnership will drive the activation of a raft of different content experiences, capabilities and insight tools. As a result, it allows SWM to maximise traffic, grow subscribers and increase audience engagement across the network. At this heart of the partnership is 7NEWS.com.au, which will be championing Taboola’s content discovery platform. To respond to 7NEWS.com.au’s growing desire for better content personalization, as well as the prioritization of user experience, the partnership will also incorporate the “Taboola Feed” product. This is a vertical-scrolling feed that enables users to access more of the content they love, such as feature articles or in-feed video. This experience mirrors how users consume content across social networks, encouraging them to stay on site longer by delivering a more relevant feed, better reflecting what the individual is interested in and ensuring users can find more of what they love on 7NEWS.com.au. SWM will also showcase “Taboola Newsroom” as part of the partnership. This provides SWM’s news editorial teams with unrivaled and actionable real-time data about content performance, as well as unique insights on trending topics from Taboola’s publisher network. Taboola’s “Audience Exchange” will round out the suite of services, offering an infrastructure that helps publishers manage and optimise the flow of traffic across their network of sister and partner sites. Nicole Bence, SWM Digital Network Sales Director, said: “We’re thrilled to announce our strategic partnership with Taboola, strengthening our digital portfolio and offering in market. Taboola’s discovery platform will be a headline feature as we expand our presence in the delivery of branded content. With 7RED’s recent expansion into short form and native content production fueled by insights from 7REDiQ, we are now creating more content than ever before. This partnership not only helps us scale our production capabilities and delivery across all screens and devices but will create necessary efficiencies through the addition of Taboola’s actionable data and smart insights into our eco-system.” Adam Singolda, CEO and Founder at Taboola, said: “We are excited to partner with a powerful media group like SWM, and work together to drive engagement, revenue, and audience growth across all of the various digital properties. There is a massive opportunity for premium publishers and content creators to engage with audiences in a way that is deeply personal and creates long-term digital relationships that are based on value and trust. We are looking forward to collaborating on the journey with SWM and power those ‘moments of next’ where users are open to discover things they may like and never knew existed.” About Seven West Media Seven West Media (ASX: SWM) is one of Australia’s most prominent media companies, with a market leading presence in content production across broadcast television, publishing and digital. The company comprises some of Australia’s most renowned media businesses, including the Seven Network and its affiliate channels 7two, 7mate, 7flix and BVOD offering 7plus, as well as The West Australian and The Sunday Times and Seven Studios. Home to iconic brands such as Big Brother, Farmer Wants a Wife, Home and Away, Better Homes and Gardens, Australia’s leading news and breakfast programs 7NEWS and Sunrise, Seven West Media is also the broadcast partner of the AFL, Cricket Australia and the Olympics. About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month.   Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetisation and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide.   Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Upgrades Newsroom Offering to Help Publishers Drive Significantly More Subscriptions, Initial Results Include a 30 Percent Increase in Subscribers URL: https://www.taboola.com/press-releases/taboola-upgrades-newsroom-offering-to-help-publishers-drive-significantly-more-subscriptions-initial-results-include-a-30-percent-increase-in-subscribers-2/ Last Modified: 2020-11-11 14:42:03 Taboola Newsroom Uses Machine Learning to Help Publishers Grow, At a Time When Global Subscription Levels Have Increased by 110 Percent  Taboola, the world’s leading discovery platform, today announced significant enhancements to its Newsroom product suite, which uses AI and the largest dataset on the open web to support quality journalism. The world’s largest publishers, including Associated Press, Die Welt, The Independent and RP Online, are using Taboola Newsroom as part of Taboola’s platform, to increase readership and more effectively monetize.  Data show that news subscriptions have grown by more than 110% since the start of the COVID-19 pandemic and 58% of people will maintain their subscriptions post-pandemic.  With today’s news, Taboola is bringing significant advancements to help publishers that offer paid subscriptions to better understand, engage with, and convert registered users to paid subscribers. To date, select publishers have seen, on average, a 30 percent increase in subscribers by testing Taboola Newsroom’s subscription offerings.  Taboola Newsroom now offers publishers Propensity to Subscribe, a feature that uses machine learning to identify which users are more likely to subscribe and allows publishers to target engaged registered users with articles that promote the most subscriptions. In addition, Taboola Newsroom gives publishers actionable data and insights into readership trends and the content that drives subscriptions, such as: - Engagement Score: Publishers can receive customized metrics about article readership tied to bounce rate, time on page, subscription conversion rate, and video watches, to better understand what keeps readers engaged. - Repeat user topics: Publishers can identify the verticals and topics their loyal readers are interested in, both on their site and across Taboola’s network of thousands of other news sites. - Real-time conversion tracking: Publishers can determine which articles are driving high-value user behavior such as site registrations, newsletter signups and paid subscriptions sales. - User segmentation: Publishers can understand the readership and engagement behavior of high-value subsets of their readers such as those registered or those with paid subscriptions. This knowledge can help to increase registrations and subscriptions, as well as reduce churn for paying customers. “News publishers have continued to prove their resilience this year, especially during the pandemic, because they are a critical source of truth,” said Adam Singolda, CEO and Founder, Taboola. “We are seeing that readers are more inclined now to support their favorite publications by becoming subscribers. With our new Newsroom subscription offerings to editors working with Taboola, publishers can capitalize on this trend and ultimately develop deeper and more longstanding relationships with readers.” About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide.    Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola Announces Milestone Adoption for Mobile Apps, Mobile SDK Introduced in 2018 Now Drives More Than $65M in Revenue to Publishers Each Year Including BILD, Daily Mail, El Tiempo, Fox Sports Australia, TudoGostoso, WeatherBug URL: https://www.taboola.com/press-releases/taboola-announces-milestone-adoption-for-mobile-apps-mobile-sdk-introduced-in-2018-now-drives-more-than-65m-in-revenue-to-publishers-each-year-including-bild-daily-mail-fox-sports-australia-weatherbug/ Last Modified: 2020-10-22 08:30:43 Taboola, the world’s leading discovery platform, focusing on making the open web and publishers thrive side by side to tech platforms, today announced a major adoption milestone for its mobile app product suite, which brings the full scope of Taboola’s publisher platform to mobile environments.  More than 2,000 of the world’s leading publishers have chosen Taboola to implement personalized recommendations within their mobile news apps, including BILD, Daily Mail, El Tiempo, Fox Sports Australia, TudoGostoso, and WeatherBug, leading to significantly more revenue and reader engagement.  According to industry data, 80 percent of consumers frequently get news on mobile devices and 90 percent of smartphone time is spent in apps. Taboola came to market in 2018 with an SDK offering, making it easier than ever for publishers to integrate Taboola's personalized recommendations into their native applications to increase user engagement and drive revenue. With Taboola SDK, publisher mobile apps can instantly offer Taboola Feed, an integrated content feed that provides personalized content and video for a more engaging editorial experience for readers and significant revenue opportunity for publishers. For advertisers, Taboola's in-app offering represents the opportunity to access the 1.4B monthly readers that Taboola reaches every month, in moments of highly-engaged readership that take place in mobile news apps. Taboola SDK includes support for both Android and iOS mobile environments, as well as the emerging React-Native and Flutter app creation technologies, and provides the same comprehensive viewability and brand safety features available to Taboola customers in desktop environments. In addition, Taboola SDK is compliant with GDPR and CCPA regulations.   “People spend 3 hours a day in app, more than they do watching TV. Enabling our publishers and advertising communities to tap into that opportunity is a huge milestone for our partners and us,” said Adam Singolda, CEO and Founder, Taboola. “It’s our responsibility to forge deeper relationships with readers and to create personalized and engaging content experiences that live side-by-side brand safe, editorial environments for our agencies, brands and advertisers. I’m excited about paying more than $65M to our partners this year, and that number’s growth potential.”  About Taboola Taboola helps people discover what's interesting and new. The company's platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they're most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola Launches The Taboola Creative Shop, Leveraging a Decade of Data and Expertise to Optimize Advertising Campaigns; Program Already Utilized by 200 of the World’s Top Brands URL: https://www.taboola.com/press-releases/taboola-launches-the-taboola-creative-shop-leveraging-a-decade-of-data-and-expertise-to-optimize-advertising-campaigns-program-already-utilized-by-200-of-the-worlds-top-brands/ Last Modified: 2020-10-13 12:24:36 Taboola today announced the introduction of The Taboola Creative Shop, the first global program to help brands and media agencies execute and optimize advertising campaigns that run on its network. Taboola today announced the introduction of The Taboola Creative Shop, the first global program to help brands and media agencies execute and optimize advertising campaigns that run on its network. More than 200 brands and their media agencies across retail, CPG, automotive, financial services, and e-commerce categories have chosen the Creative Shop to significantly boost click through rates (CTR), ad viewability, return on ad spend (ROAS), and more. The Taboola Creative Shop leverages data from hundreds of thousands of successful advertising campaigns that have run on Taboola’s massive network of premium publishers, as well as thousands of ongoing A/B tests. It couples this massive dataset with a team of data analysts, content strategists, copywriters, graphic designers and video editors to give brands the strategies and assets needed to drive significantly more results for brand or performance advertising goals. Since introducing the program in March 2020, more than 200 of the world’s largest brands have turned to the Creative Shop to receive immediate benefits, such as: - One of the world’s largest consumer packaged goods brands turned to the Creative Shop to optimize the size, length and visual aspects of its video advertising, resulting in a 25% increase in CTR, 15% in video completion rate, and large gains in video viewability rate. - One of the world’s fastest growing furniture brands achieved an 8x increase in return on ad spend by using Taboola’s data to rework the copy, and visual aspects of its ad creative. - One large haircare brand received a 50% increase in CTR by using Taboola’s copywriting expertise to improve a call to action for a recent campaign. “Testing, leaning and continually improving advertising performance is more important now than ever before,” said Adam Singolda, CEO, Taboola. “The Taboola Creative Shop is unique because it taps more than 13 years of our expertise in connecting brands with consumers to drive awareness, sales, or any metric that matters most to them. We’ve learned that consumer response to every element of an ad differs significantly over time and across marketing channels. We’re dedicated to helping brands increase their results by utilizing our deep expertise and large historical dataset.” Supporting quotes ““Taboola’s team and their Creative Shop have played a pivotal role working with our team to optimize content, images and targeting, which are vital parameters for us to have reached the right users at the right time and introduce them to the benefits of joining our wine club,” said Emily Spears, Director of Acquisition Marketing, Firstleaf Wine Club. “Through the Taboola Creative Shop, we gained great insights and inspiration to produce diverse, well-performing static and motion creatives, fitting the native advertisement world,” said Sandra Diezel, Senior Mobile Marketing Manager, InnoGames. "The recommended titles for donation and fundraising campaigns from the Taboola Creative Shop have been very unique and effective for us. They have been very useful on sites and our creatives are easily getting approved on the platform. We are already applying the A/B testing and many of the best practices they have recommended across our campaigns,” said a spokesperson at Ketto. "We were thrilled at Performics to be one of the first agencies to partner with Taboola's Creative Shop team, and the fantastic results seen across Ancestry are a testament to the power of the Creative Shop in driving tangible business results through new assets. We look forward to continued partnership with Taboola in driving creative excellence across Ancestry and our other clients,” said Paul Kasamias, Managing Partner, Performics The Taboola Creative Shop is open to select brands and media agencies working with Taboola. Interested customers can visit https://www.taboola.com/creative-shop for more information.   About Taboola Taboola helps people discover what's interesting and new. The company's platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they're most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola partners with ABP Live to drive revenue, readership and growth URL: https://www.taboola.com/press-releases/taboola-partners-with-abp-live-to-drive-revenue-readership-and-growth/ Last Modified: 2020-10-01 17:58:08 Taboola the world’s leading discovery platform announced an exclusive partnership with ABP Live, India’s premium news platform with more than 600 million-page views across the web, desktop and app in 6 Indian languages (Hindi, English, Marathi, Bengali, Gujarati & Punjabi). New Delhi, October 1, 2020 – Taboola the world’s leading discovery platform announced an exclusive partnership with ABP Live, India’s premium news platform with more than 600 million-page views across the web, desktop and app in 6 Indian languages (Hindi, English, Marathi, Bengali, Gujarati & Punjabi). Under the three-year partnership, ABP Live will use Taboola’s discovery platform across their regional sites on mobile and web to maximize traffic, increase audience engagement and monetization.  ABP Live will leverage Taboola Newsroom’s insights, providing editorial teams with actionable insights and data about content performance in real time, allowing them to test the performance of headlines, thumbnails and story placements in real time and discover topics their users are most interested in reading about.  The platform also provides editors with unique insights on trending topics from Taboola's network. The publication will also implement Taboola Feed, a continuous scroll that provides readers with a seamless flow of personalized content recommendation and videos to keep users engaged on the publication’s application and website.  “We sought to partner with Taboola as a true strategic partner,” said Ishaan Upadhyaya, xxxx, spokesperson ABP Live. “They provided clear value to increase readership and revenue as we move into the future. Their technology platform is key to increasing user engagement, acquisition and will allow us to beta test future products. Their Taboola Newsroom will also allow us to optimize and plan content creation to keep readers engaged.”  Taboola’s technology and product offering helps publication drive engagement and help consumers discover content of their interest. Data from Taboola Newsroom identifies topics and news categories which have seen an increase in pageview traffic. The insights help publishers create user friendly content and improve website engagement.  About Taboola Taboola helps people discover what is interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month.    Advertisers use Taboola to reach their target audience when they are most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide.  Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Signs Exclusive Multi-Year Partnership Deal With RCS MediaGroup One Of Europe’s Largest Media Groups URL: https://www.taboola.com/press-releases/taboola-signs-exclusive-multi-year-partnership-deal-with-rcs-mediagroup-one-of-europes-largest-media-groups/ Last Modified: 2020-09-30 12:12:51 Taboola Helps Media Group Boost Revenue, Audiences with News Feed, Provides Newsroom Technology to Drive Significant Traffic  NEW YORK, NY. September 30, 2020 – Taboola, the world’s leading discovery platform, today announced a multi-year exclusive partnership with RCS MediaGroup, one of Italy's leading multimedia communications groups with more than one billion monthly views on publisher sites alone.  This strategic partnership will see RCS MediaGroup using Taboola’s discovery platform across all of their sites. This includes Corriere della Sera, the most read newspaper in Italy, as well as La Gazzetta dello Sport, the number one sports news website in Italy. The partnership will focus on increasing recirculation of content across RCS Media’s extensive library of media (television, magazines, sports, entertainment and news sites) and increasing user engagement through Taboola Feed. Taboola Feed is a seamlessly integrated infinite feed that provides readers with personalized content for a more engaging experience editorially from the site they are on, and from the web. Similar to how people experience social networks, Taboola Feed encourages audiences on the open web to stay engaged on a publisher’s site by scrolling through a personalized stream of content, video, and other experiences the user might be interested in discovering next. RCS MediaGroup will also use Taboola Newsroom to monitor editorial content, increase readership and more effectively monetize. Newsroom uses AI and the largest dataset on the open web to provide Publishers and Advertisers with actionable insights and data about content performance in real time, as well as unique insights on trending topics that can inform decisions. Newsroom’s unique subscription feature allows editorial teams to see which articles drive conversions, learn how subscribers are engaging with content to reduce churn, and can assess a reader’s likelihood to subscribe. This will allow RCS to easily be able to better engage with current subscribers, and acquire significant new revenues  News is more important than ever and RCS chose to partner with Taboola to make sure that RCS is keeping pace with what consumers want. Making sure that RCS can drive audiences and therefore monetize is a priority in today's shifting readership landscape. Taboola is already a critical growth partner in Spain with Unidad Editorial (El Mundo, Expansión and Marca).  “RCS’s ethos to “produce culture and information, in line with the principles of freedom, fairness and pluralism”, is very close to our hearts and our own ethos to support and help journalism thrive,” said Adam Singolda, CEO and Founder at Taboola. “We are excited to partner with RCS, a media giant that shares our vision of delivering news to massive audiences and commitment to quality journalism. This partnership is an expansion of our existing work in other territories and we look forward to further collaboration.” About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month.    Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, Ouest-France, Manzoni, BILD, Huffington Post, Microsoft, Business Insider, The Independent and El Mundo. The company is headquartered in New York City with offices in 18 cities worldwide.  Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Firstleaf Wine Club Increases Wine Subscriptions By 478% Advertising On Taboola’s Platform URL: https://www.taboola.com/press-releases/firstleaf-wine-club-increases-wine-subscriptions-by-478-advertising-on-taboolas-platform/ Last Modified: 2020-09-30 08:05:25 New York, NY, September 30, 2020 – Taboola, the world’s leading discovery platform, today shared that Firstleaf, a wine subscription service that provides award winning wines at an affordable price has increased subscriptions by 478 percent after advertising with Taboola. Taboola’s platform enables brands to capitalize on AI and machine learning to reach consumers at scale across premium publishers to increase brand awareness and increase sales. Firstleaf has made Taboola its longtime preferred partner to promote their monthly wine club subscriptions and has used insights from Taboola Newsroom, which taps readership data from more than 1.4 billion users each month and allows publisher teams to easily A/B test headlines and images, measure article performance, and receive actionable alerts. Over the past 3 months,Taboola Newsroom has seen an 80 percent increase in readership for the alcohol/spirits category in the U.S., a statistic Firstleaf has used to justify more investment in Taboola's discovery platform. Firstleaf increased spend in April with more budget added each subsequent month and were able to drive 5.7 times more sales than in Q1, 2020. “We wanted a partner that could give us the scale we needed. Thanks to the continued success we've seen with Taboola, we've been able to diversify our spend and reach new audiences, even after the spike in consumer demand,” said Emily Spears, Director of Acquisition Marketing, Firstleaf. “Taboola’s team and their Creative Shop has also played a pivotal role working with our team to optimize content, images and targeting, which are vital parameters for us to have reached the right users at the right time and introduce them to the benefits of joining our wine club.” “It’s exciting to have the opportunity to work with an innovative brand such as Firstleaf across the entire purchase funnel, from driving awareness and all the way to a subscription,” said Adam Singolda, Founder and CEO, Taboola. “It’s key to building success for advertisers outside of Google, Facebook and Amazon and when brands spend with Taboola, they can diversify their strategies while supporting quality journalism and the open web, at a time when it is more needed than ever.”  About Taboola Taboola helps people discover what's interesting and new. The company's platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they're most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement.  Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter.     --- ### Taboola and IAS Partner on Industry-First Brand Safety Solution for Performance Advertisers URL: https://www.taboola.com/press-releases/taboola-and-ias-partner-on-industry-first-brand-safety-solution-for-performance-advertisers/ Last Modified: 2020-09-17 13:35:22 Taboola announced a partnership with Integral Ad Science (IAS), the global leader in digital ad verification, to introduce an industry-first pre-bid brand safety technology for performance advertisers. September 17, 2020 – Taboola, the world’s leading discovery platform, today announced a partnership with Integral Ad Science (IAS), the global leader in digital ad verification, to introduce an industry-first pre-bid brand safety technology for performance advertisers. This is the first-ever integration to directly apply pre-bid brand safety within a native discovery platform. With this integration, performance advertisers have the ability to achieve their marketing goals across Taboola’s large audience of 1.4 billion people each month, while ensuring brand safety.  “As the advertising world evolves there is one constant - brands need to be able to spend with confidence,” said Adam Singolda, Founder and CEO at Taboola. “Now Taboola’s large number of global advertisers can feel secure knowing that their content will only appear in locations that have been deemed appropriate by IAS technology. IAS has proven to be a brand safety innovator and a key strategic partner for Taboola. By extending our partnership and introducing this first-to-market offering, we’re giving advertisers yet another way to benefit from Taboola’s audience scale and ultimately ensure ROI.” Taboola has worked with IAS for several years to build new products and optimize their publisher inventory according to IAS technology, however, this new development exposes these segments to advertisers directly within the Taboola ads console. This gives advertisers the control to opt-in to pre-bid brand safety targeting on any campaign. “Performance advertisers don’t have to sacrifice brand safety to obtain the scale they’re looking for,” said Craig Ziegler, VP Product Management, IAS. “We’re giving advertisers an intuitive way to ensure their ad placements are brand safe directly within Taboola’s technology as they begin a campaign.” Early results of the pre-bid integration have seen great success. Winterbridge Media, a longstanding partner of both Taboola and IAS, noted that they have seen high performance with brand suitable adjacencies. “We were thrilled to be early adopters of Taboola’s new pre-bid integration with IAS. After thoroughly ‘field testing’ their solution, we quickly rolled it out to one of our key accounts in the Financial Services vertical. Since doing so, we’ve achieved strong performance and are yielding positive results -- all while retaining our high brand safety standards,” said George Mavros, Managing Partner, Digital, Winterbridge Media. “This partnership between IAS and Taboola has prompted our agency to invest more in Native Display advertising. Winterbridge Media is now eager to recommend this capability to more of our direct response clients who have a keen focus on the brand safety of their digital marketing campaigns.” IAS is the global leader in digital ad verification, offering technologies that drive high-quality advertising media. Taboola and IAS have worked together since 2017. IAS’s pre-bid segments enable buyers to proactively target only high-quality ads, remove poor inventory from the bid pool, and increase overall programmatic performance above industry benchmarks.  ### About IAS Integral Ad Science (IAS) is the global leader in digital ad verification, offering technologies that drive high-quality advertising media. IAS equips advertisers and publishers with both the insight and technology to protect their advertising investments from fraud and unsafe environments as well as to capture consumer attention, and drive business outcomes. Founded in 2009, IAS is headquartered in New York with global operations in 17 offices across 12 countries. IAS is part of the Vista Equity Partners portfolio of software companies. For more on how IAS is powering great impressions for top publishers and advertisers around the world, visit integralads.com. About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide.    Learn more at www.taboola.com and follow @taboola on Twitter.       --- ### Bombas Teams with Taboola to Amplify 2020 Pride Collection Launch to More Than One Million People, Reinforce Message of Diversity and Giving Back URL: https://www.taboola.com/press-releases/bombas-teams-taboola-amplify-2020-pride-collection-launch-more-one-million-people/ Last Modified: 2020-06-25 11:34:37 Taboola, the world’s leading discovery platform, today announced a collaboration with comfort-focused apparel brand Bombas to promote its 2020 Pride collection, featuring limited-edition socks inspired by the bright, diverse LGBTQ+ community. For the first time, this year’s line also includes colors inspired by the bisexual and transgender flags. Socks are the most requested clothing items in homeless shelters across the U.S., and as part of this campaign, Bombas will donate a pair of socks for every Pride sock purchased to someone in need within the LGBTQ+ community through The Ally Coalition. These donations not only help these individuals get through the day, but also creates a sense of dignity and compassion. Since the launch of the campaign in late May 2020 across desktop and mobile, Taboola has helped Bombas reach more than 1 million people and drive tens of thousands of people to Bombas’ landing page. Though both companies have collaborated in the past, this is the first year Bombas has chosen Taboola to amplify its Pride campaign, and it is already seeing over 10 percent of its conversions come from this campaign alone with a strong CTR. Taboola is helping to drive almost 20 percent of traffic to this initiative, including visitors to the brand’s Pride page as well as listicle format. “Our Pride collections continue to celebrate both individuality and community,” said Lauren DiGregoria, Director of Acquisition at Bombas. “Every member of the LGBTQ+ community deserves love, compassion, and comfort and we are committed to spreading that message widely during Pride and beyond. We’ve been working with Taboola for several years now, and through their platform, we’ve been successful in reaching a wider audience with our Pride message as well as for our mission to help those experiencing homelessness.” “We’re living at a time when it is especially important to support brands that amplify the visibility of under-represented communities such as the LGBTQ+ one,” said Adam Singolda, Founder and CEO at Taboola. “Bombas has built one of the most successful DTC apparel brands based on a strong mission of altruism, which is commendable. We’re excited to partner with them on their mission to help drive awareness and purchases for their products, in front of our large audience of billions of people each month, which in turn increases the number of donations they make to charity.”   About Bombas Bombas is a comfort focused apparel brand with a mission to help those in need. The company launched in 2013, after the founders learned that socks are the #1 most requested clothing item at homeless shelters. From there, they set out to solve that problem, donating a pair of socks for every pair they sell. How do you donate a lot of socks? You sell a lot. And how do you sell a lot? You make the most comfortable socks in the history of feet. In 2019, Bombas used its expertise on comfort to introduce the most comfortable t-shirt. And continuing with its mission, Bombas donates a specially-designed item to someone in need for every item sold. To date, Bombas has donated more than 30 million items to those at-risk, in need and experiencing homelessness. You can learn more at www.Bombas.com. About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Honda Australia Teams with Taboola and Zenith Media to Focus on Performance -- Already Reporting 291 Percent Increase in Conversions and 27 Percent Increase in Online Dealership Engagements URL: https://www.taboola.com/press-releases/honda-australia-teams-taboola-and-zenith-media-focus-performance-already-reporting-291/ Last Modified: 2020-05-13 08:38:03 May 12, 2020 – Taboola, the world’s leading discovery platform, today announced a collaboration with Honda Australia and Zenith Media, which allowed the Australian arm of the global automobile manufacturer to significantly increase conversion rate and customer engagement from a recent campaign. Among standout results, the auto brand drove a 291 percent increase in conversion rate with retargeting with Taboola. In addition, the campaign helped the auto brand achieve a 27 percent increase in online dealership engagements, in the form of ‘Find a Dealer’ searches, from in-market buyers - a key objective and conversion metric for the auto brand. Honda Australia and Zenith Media were able to track the success of their campaign with the use of the Taboola Pixel. The easy-to-implement Taboola Pixel efficiently and precisely allows for multiple conversion tracking, events tracking, and custom audience building “Keeping our brand top of mind with buyers is always a priority and we’re doing that through innovative partnerships,” said Ben Familton, Brand Communications Manager, Honda Australia. “Working alongside Taboola and Zenith Media has allowed us to build brand awareness locally, in a brand safe way. We’re driving more in-market customers to our online portals, and in the case highlighted here, more potential visitors to our dealerships through ‘Find a Dealer’ searches. We look forward to continuing and expanding on our collaboration.” “Working closely with the team at Taboola has allowed us to hit key KPIs for Honda Australia and increase digital buying efficiencies,” said Beth Brady, Digital Manager at Zenith Media. “They’ve provided regular updates and visits to ensure that the full potential of our campaign was being met. The constant flow of updates and optimisations have given us a competitive advantage in the market.” “We’re grateful to be longtime partners of marketing innovators such as Honda and Zenith Media,” said Adam Singolda, Founder and CEO at Taboola. “Collectively, we are driving real value for brand awareness by tapping into our audience of 1.4 billion people each month, which is allowing brands such as Honda to promote real-world benefit in the form of actual visits to dealerships, from those with a high likelihood of purchasing.” About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Announces Exclusive Five-Year Deal with NBCUniversal Owned Television Stations URL: https://www.taboola.com/press-releases/taboola-announces-exclusive-five-year-deal-nbcuniversal-owned-television-stations/ Last Modified: 2020-05-12 07:13:36 NBC/Telemundo owned stations adopt Taboola Feed to increase user engagement in local markets and drive additional revenue NEW YORK, May 12, 2020 - Taboola, the world’s leading discovery platform, today announced an exclusive and strategic multiple-year deal with the NBCUniversal Owned Television Stations division of NBCUniversal, which includes 42 NBC and Telemundo owned stations and more than thirty digital local sites. The partnership will see the stations implement Taboola Feed on desktop, tablet, and mobile web to increase user engagement and revenue.  Taboola Feed is a seamlessly integrated infinite feed that provides readers with personalized content for a more engaging experience editorially from the site they are on, and from the web. Similar to how people experience social networks, Taboola Feed encourages audiences on the open web to stay engaged on a publisher’s site by scrolling through a personalized stream of content, video, and other experiences the user might be interested in discovering next. “Our owned stations division has had a lot of success implementing Taboola’s content recommendation platform onto our local NBC/Telemundo sites over the last several years. Taboola’s products and technology, coupled with their ability to drive meaningful user engagement to our sites, has more than proven its value for us,” said Shawn Makhijani, Senior Vice President of Business Development and Strategy, NBCUniversal Owned Television Stations. “Given our long history and successful track record with Taboola, the decision to renew our partnership was an easy one.” “I could not be more excited to continue our long standing partnership with the NBC and Telemundo owned stations division as the group continues to drive innovation on the local level to help inform audiences in any language through their high-caliber local journalism,” added Adam Singolda, Founder and CEO, Taboola. “This partnership is very important to us, and we will continue to double-down on quality journalism for users in the U.S. and around the globe.” This partnership follows the recent deal between Taboola and NBC News which extended its strategic relationship for an additional five-years. About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Brings COVID-19 News From The World's Most Trusted Premium Publishers to Millions of Users URL: https://www.taboola.com/press-releases/taboola-brings-covid-19-news-from-the-worlds-most-trusted-premium-publishers-to-millions-of-users/ Last Modified: 2020-04-14 06:18:41 NEW YORK, April 14, 2020 -- Taboola, the world's leading discovery platform, today announced new integrations for Taboola News with the world's largest mobile device manufacturers and carriers, which place aggregated news content about COVID-19 from trusted news publishers and sources at the hands of tens of millions of users. Today, Taboola News expands its offering by enabling device manufacturers and carriers to place critical COVID-19 updates in more prominent positions for readers to easily access within their devices. The offering is now live on the largest device manufacturers and mobile carriers in the world, including América Móvil, and features relevant content from Taboola's premium publisher partners - including critical updates and developing stories around COVID-19. This news feed can also be used to promote consumer health messages in a variety of ways--for example, U.S. implementations can link to the Centers for Disease Control and Prevention (CDC) website. "At a time when knowledge is power when battling back against a global pandemic, we're giving more readers access to critical information about COVID-19, in real-time," said Adam Singolda, CEO at Taboola. "Quality journalism is one of our biggest champions during moments of crisis. For that reason, we believe that news should be ubiquitous and that includes staying informed across the open web, directly on home pages and browsers via mobile devices, or other means. As we progress through the current news climate, we want to make it as easy as possible for readers to discover relevant news and stay safe, for partners to offer news more easily, and for publishers to drive traffic to helpful content." Taboola News delivers relevant content from Taboola premium publisher partners, integrated into mobile phones and other user touchpoints. It creates new opportunities for engagement and revenue for mobile carriers, device manufacturers, publishers and brands. Introducing COVID-19 Readership Tool on Taboola TrendsToday's news is part of Taboola's larger support plan for publishers around COVID-19. Recently, Taboola granted publishers free access to COVID-19 readership insights, sourced from thousands of the world’s largest publishers. Taboola’s interactive COVID-19 Readership Trends tool allows journalists to supplement their coverage on the topic, as well as for their readers to explore on their own. The COVID-19 Readership Trends tool provides an hourly analysis of the percentage of news coverage dedicated to COVID-19, across countries including the United States, United Kingdom, Brazil, Spain, France, Germany, Italy, India, Australia and Japan. In addition, it features a breakdown of the specific topics related to COVID-19 that are seeing large readership spikes. The Taboola COVID-19 Trends tool is built on the Taboola Newsroom offering, which provides unique insights, sourced from Taboola’s dataset of 1.4 billion users each month, that inform publishers about how to create more engaging content and discover new coverage areas that drive loyal readership   About Taboola Taboola helps people discover what's interesting and new. The company's platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they're most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Launches New Global Partner Program ‘Taboola PRO’ For Brands, Agencies And Marketing Professionals URL: https://www.taboola.com/press-releases/taboola-launches-new-global-partner-program-taboola-pro-brands-agencies-and/ Last Modified: 2020-03-03 06:24:37 New program developed to arm marketers with advanced knowledge on how to use Taboola’s platform to maximize business outcomes for clients March 3, 2020 - Taboola, the world’s leading discovery platform, today announced its “Taboola PRO” program to empower advertising and digital marketing professionals with best practices to increase customer acquisition, platform adoption, campaign success, and growth potential for their clients using Taboola’s platform. Taboola held their inaugural Taboola PRO session earlier in 2019, with participants from leading German and Austrian advertising agencies in the U.K., as well as sessions in Israel, across India and other major markets in Asia, with U.S. sessions kicking off in 2020. Sharing views on their experience going through the Taboola PRO process, Tanja Bauer, Senior Sales & Marketing Manager, Purpur Media, of Austria said, “We are excited to be the first in the region to enter Taboola’s partner program. We have been working with Taboola for over a year now and are able to deliver best-in-class native advertising services to our clients across the globe. We can aim to provide long term content solutions with incredible support, training, and advice from team Taboola.” “Being a part of Taboola Pro has enlightened our eyes and has made a great contribution to us in the professional field,” said Ofir Morag, User Acquisition Marketing Manager, Playtika Israel. “It was both an educational and fun experience which is the perfect balance to learn and retain information!” David Said, Head of Native Advertising at Resolution Media (an Omnicom Media Group Company) added, “The session provided us with even deeper insights and learnings that will strengthen our expertise in Native Advertising in the long term. We can transfer this added value seamlessly into the client experience and thus further drive the success of our clients.” Lavinn Rajpal, Co-Founder & COO, Chimp&z Inc. India said, “We are excited to be one of the first in the region to associate with Taboola’s Partner Program. We look forward to working with Taboola and be able to deliver best-in-class native advertising services to our clients across the globe. With Taboola’s support and services we aim to provide long term content solutions with the incredible support, training and advice from team Taboola.” M. Janaradhan, Digital Marketing Manager at GoPaisa Netventures Pvt Ltd. Shared his views on Taboola Pro Event, “We have been working with Taboola for over a year and a half now and I can confidently say that Taboola is the best marketing tool to drive users with similar interests to our content. The Taboola Pro event which we attended in November'19 was a remarkable learning experience for me in terms of new marketing strategies. Furthermore, a detailed overview of new updates of the platform and a demo of Taboola Video Ads was a plus.” Rajesh C, Manager of Media Buying at Valueleaf Services (India) Pvt Ltd. said, “Taboola Pro did open opportunities for us to increase awareness about native advertising, learning pro tips, advanced optimization and knowing the product even better. We hold special gratitude for the Taboola team for keeping us on our toes with its educational workshops. Thank you for the grounding knowledge and for helping us succeed with Taboola's world-class native advertising solutions.” Advertising and digital marketing professionals working with Taboola can reach out to their account managers to learn more about Taboola PRO. About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide.   Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Kyunghyang Shinmun, One of Korea’s Leading News Media Companies Enters Into Exclusive Partnership with Taboola URL: https://www.taboola.com/press-releases/kyunghyang-shinmun-one-koreas-leading-news-media-companies-enters-exclusive/ Last Modified: 2020-02-26 06:35:42 Korea, February 26, 2020 – Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Kyunghyang Shinmun, one of Korea's leading news media companies. The collaboration will see Kyunghyang Shinmun using Taboola’s discovery platform across all of their regional sites on mobile and web to maximize traffic, increase reader engagement and drive revenue. Kyunghyang will integrate Taboola Feed a vertical-scrolling feed that enables users to access content including articles and in-feed video. Similar to how people experience social networks, Taboola Feed encourages audiences to stay engaged on a publisher’s site by scrolling through a personalised stream of content, video and other experiences the user might be interested in discovering next. Kyunghyang will also implement Taboola Newsroom, which provides editorial teams with actionable insights and data about content performance in real-time, as well as unique insights on trending topics from Taboola’s publisher network. “We are excited to continue expanding our reach across Korea," says Jeongyong Kim, Head of e-marketing, Kyunghyang Shinmun. “With Newsroom, our vast editorial team will gain deeper insights to be able to uncover content trends and track the impact of their own content. We are confident that these insights coupled with a more finely tuned curated content experience will continue to grow our audience and increase user engagement and loyalty.”  “Using discovery technology to grow audiences, engagement and revenue is part of a larger, more advanced holistic strategy,” said Adam Singolda, Founder and CEO at Taboola. “As audiences continue to flow across various devices and platforms, it’s vital to empower the publisher organization, including editorial, sales, and marketing teams to see what content resonates with their audiences. We are excited to partner with Kyunghyang Shinmun, and work together to drive innovation and loyalty for years to come.” About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products, and services. Digital properties, including publishers, mobile carriers and device manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide.   Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Newsroom Reaches Milestone Adoption and Announces New Subscription Offering; More Than 400 Premium Publishers, Including Hearst and Sport1, Inform Editorial Decisions, Acquire and Retain Readers with Offering, and Can Now Drive Subscriptions URL: https://www.taboola.com/press-releases/taboola-newsroom-reaches-milestone-adoption-and-announces-new-subscription-offering/ Last Modified: 2020-02-20 06:33:55 FEB 20, 2020 – Taboola, the world’s leading discovery platform, today announced a major adoption milestone for its Newsroom product suite, which uses AI and the largest dataset on the open web to support quality journalism. Taboola Newsroom is now used by the world’s largest publishers to plan and optimize editorial content, increase readership and more effectively monetize. Newsroom has seen a 70 percent year-over-year increase in adoption by publisher teams. Introduced in 2016 as part of Taboola’s platform for publishers, Taboola Newsroom provides unique insights, sourced from Taboola’s dataset of 1.4 billion users each month, which inform how to create more engaging content and discover new coverage areas that drive loyal readership. With it, publisher teams can easily A/B test headlines and images, measure article performance, and receive actionable alerts tailored to their specific role as well. According to industry data, 52 percent of publishers say subscriptions are a key priority for driving revenue. As part of today’s news, Taboola is introducing a new subscription feature for Newsroom, to help publishers better understand and engage with subscribers, and acquire significant new subscribers. This new feature allows publishers to see which articles are driving conversions, reduce churn by understanding how subscribers are engaging with content, and determine the "propensity to subscribe" of readers via machine learning-based modeling. “At a time when digital readership continues to evolve and walled gardens have made it difficult to operate, Taboola Newsroom is a big investment we’ve made, over four years, to empower editorial teams with actionable data, and as of today, provide a way to also look at subscribers or candidates to subscribe,” said Adam Singolda, CEO and Founder, Taboola. “Since introducing Newsroom, our goal has always been to support quality journalism by allowing publishers to stay in touch with their readers, even beyond their own website, taking advantage of Taboola’s scale. Newsroom is helping publishers future-proof themselves with insights that inform the content that drive the best editorial goal -- whether it’s more readership or increasing subscriptions or loyalty.” Supporting commentary: “Taboola Newsroom has become a go-to tool for newsrooms to understand what our most valuable local audiences are reading on our digital platforms and how our stories are performing versus other sources across the Internet,” said Rob Barrett, President, Hearst Newspapers Digital Media. “The platform supports our increasing focus on AI and machine learning, delivering actionable data - like alerts that identify stories with high potential relevance to loyal readers - to the right people on Hearst Newspapers editorial teams, in a way that fits their workflow. This data, along with advice from a strong Taboola Newsroom team, helps ensure we get great stories to the people who are most interested, and that helps our business, too.” "The purpose of using Taboola Newsroom is to ensure that we get to know what our users want from us,” said Priyarag Verma, Digital Editor, Zee News and DNA India. “We’re able to track what they are reading and why they are reading it, to ensure that we are able to provide the same kind of coverage to our readers as our competitors. We actively use Taboola Newsroom metrics about articles being read more, or outperforming in their position, to keep such articles in those positions on the homepage for the maximum duration possible." "Newsroom's depth is impressive but its user-friendly interface has been the biggest asset, allowing staff of all levels to easily access meaningful real-time and historical data that helps shape the daily news agenda," said Liam Fitzgibbon, Managing Editor, Fox Sports. “Taboola Newsroom helps us to optimize content production and traffic management,” said Marc Vesshoff, Director, Product Management, SPORT1 GmbH. “Thanks to Taboola Newsroom our editorial team can improve all content in real time and establish a perfect fit to the needs of our customers. Based on its easy to use traffic channel analysis, we now can identify what articles work best in search and social media and simply drive more users to our news.“ "Newsroom gives us the ability to make well-informed editorial decisions, backed by data,” said Jacqueline Büchi, editor-in-chief, Heute.at. “It is a great starting point for forming our long-term coverage strategy and key component for ensuring we promote the best content, at the right time."   About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Livescore Signs Exclusive Partnership with Taboola URL: https://www.taboola.com/press-releases/livescore-signs-exclusive-partnership-with-taboola/ Last Modified: 2020-02-12 06:37:57 Publisher Sees Uplift in Revenue of 600 Percent South Korea, February 12, 2020 – Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Livescore, one of Korea’s leading sports news destinations more than 15 million page views daily across 200 countries. Livescore has integrated Taboola across all of their digital properties  to bring personalized, relevant content to their broad consumer base from Taboola’s global network of premium publishers, to increase engagement and revenue. Livescore provides real-time scores for sports across the globe including baseball, soccer, basketball, volleyball, ice hockey, cricket, American football, tennis and esports. Livescore will also implement Taboola Feed and Taboola Video across all of their digital assets to increase traffic. “We are incredibly excited to be partnering with Taboola, pushing us ahead of the competition and cementing Taboola as a vital strategic partner in delivering an evolving personalized content experience, through their global scale and publisher partnerships,” said Jaeseong Han, Business Director of Livescore. “With over 100 million page views per day pre-implementation, we're amazed at the results we have already seen - a 600 percent uplift one month after partnering with Taboola. We can’t wait to see what happens next." “Our plan for the next decade is to help bring quality journalism to users around the globe,” said Adam Singolda, CEO and Founder, Taboola. “We’re excited to partner with Livescore, a clear leader in real-time sports news and work together to help drive their engagement, revenue, and audience growth across all of their sites.” About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Onefootball, The World’s Leading Football Media Platform Signs Multi-Year Partnership URL: https://www.taboola.com/press-releases/onefootball-the-worlds-leading-football-media-platform-signs-multi-year-partnership/ Last Modified: 2019-10-14 06:27:12 Onefootball integrates content recommendations onto its platform for the first time. October 14, 2019 – Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Onefootball, the world's leading football media platform. The partnership will see Onefootball using Taboola’s discovery platform in its mobile app across the world to maximize traffic, increase user engagement and grow revenue. In recent years, the Onefootball app has developed into the most popular media platform for football fans across the world with a large segment of Gen YZ users. Recently, the company announced that it will offer live-streamed content in cooperation with major rightsholders in addition to breaking news, statistics, and video content. Currently, Onefootball reaches over 40 million football fans around the world every month including the US, Canada, Germany, Austria, Switzerland, UK, France, Spain, Italy, Brazil, Mexico, and India. Taboola will serve its users with personalized content recommendations encouraging users to stay engaged on the platform and expand its reach to capture new audiences. “We are happy to team up with Taboola, a like-minded global digital player to support our monetization strategy around the globe. Our joint mindset around innovation and user centricity is a perfect fit,” said Patrick Fischer, Chief Business Officer, Onefootball. “Users watching video content and live streaming experiences via mobile have increased exponentially over the past several years,” said Adam Singolda, CEO and Founder, Taboola. “I could not be more excited to partner with CEO and friend, Lucas, Patrick, and the rest of  the Onefootball team in years to come to drive user engagement for users, driving loyalty as well as growing new audiences. These are times when users are looking to build relationships with brands they love and trust, and we’re thrilled to be part of that journey with Onefootball, powering those ‘moments of next’ where users are open to discover things they may love and never knew existed.” About Onefootball: Onefootball reaches more than 40 million football fans worldwide every month, making it the most popular media platform for young football fans. With a 24-hour Newsroom operating in six languages, over 20,000 news sources and its own video studio, Onefootball provides the young generation of football fans with football news, breaking news, live scores, features and videos in six languages ​​on its own Onefootball platform and on social media channels such as YouTube, Facebook and Instagram. Founded eleven years ago and one of the world's first 1,000 applications in the Apple App Store in 2009, the company now has 200 employees at its headquarters in Berlin and other offices in New York, Mexico City and São Paulo. The Onefootball app has been awarded several times, most recently in 2017, as the best app product by Apple and Google. Further information can be found at https://onefootball.com About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month.   Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement.  Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 15 cities worldwide.   Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Announces Collaboration with Moat to Offer 100 Percent Guaranteed Viewability or Completion for Video Advertisers URL: https://www.taboola.com/press-releases/taboola-announces-collaboration-moat-offer-100-percent-guaranteed-viewability-or/ Last Modified: 2019-10-14 06:26:28 MARCH 31, 2020 – Taboola, the world’s leading discovery platform, today announced a collaboration with Moat by Oracle Data Cloud, a leader in real-time attention analytics, which gives Taboola advertisers the ability to purchase video impressions on an outcome-based method, including viewable or video completion events.  As part of the collaboration, Taboola video advertisers have the ability to only pay for impressions that meet their desired outcome. This means that when buying on a vCPM model, advertisers will only pay for viewed impressions, and when buying on a CPCV model, advertisers will only pay when their ad has reached their desired completion point, both as verified by Moat.  According to eMarketer, video accounted for almost half of programmatic spend in 2019 and is forecast to total nearly $35 billion in 2020, in the U.S. alone. With independent third-party measurement provided by Moat, Taboola advertisers can spend with confidence, knowing that their investments will prove worthwhile. With this collaboration, ads on Taboola’s network that fail to meet a brands’ viewability or completion threshold will run at no cost as well. ”The foundation of every ad campaign rests on one simple factor: whether your audience has seen the ad,” said Mark Kopera, Head of Product for Moat, Oracle Data Cloud. "Moat is the industry’s trusted verification source for viewability and other attention metrics, and we are delighted to work with Taboola to help advertisers protect their ad spends by ensuring all of their ads are seen by real customers and have the intended impact." “Through this collaboration, we’re giving peace of mind to advertisers and making it simple to prove ROI, backed by our trusted verification provider Moat,” said Adam Singolda, CEO and Founder, Taboola. “As brands are looking to diversify outside of the walled gardens, the opportunity to bring video formats into the open web, measured where you only pay for success, is a huge opportunity, tapping into the $20B video market that can and will help drive growth to journalism. Today’s news adds to our growing suite of integrations that let brands trust in our ability to engage customers across our network of 1.4 billion people each month.”  About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 18 cities worldwide. Learn more at www.taboola.com and follow @taboola on Twitter. About Oracle Data Cloud Oracle Data Cloud helps marketers use data to capture consumer attention and drive results. Used by 199 of AdAge’s 200 largest advertisers, our Audience, Context and Measurement solutions extend across the top media platforms and a global footprint of more than 100 countries. We give marketers the data and tools needed for every stage of the marketing journey, from audience planning to pre-bid brand safety, contextual relevance, viewability confirmation, fraud protection, and ROI measurement. Oracle Data Cloud combines the leading technologies and talent from Oracle’s acquisitions of AddThis, BlueKai, Crosswise, Datalogix, Grapeshot, and Moat. About Oracle The Oracle Cloud offers a complete suite of integrated applications for Sales, Service, Marketing, Human Resources, Finance, Supply Chain and Manufacturing, plus Highly Automated and Secure Generation 2 Infrastructure featuring the Oracle Autonomous Database. For more information about Oracle (NYSE: ORCL), please visit us at www.oracle.com.  Trademarks Oracle and Java are registered trademarks of Oracle and/or its affiliates. Other names may be trademarks of their respective owners. --- ### Taboola and Outbrain to Merge to Create Meaningful Advertising Competitor to Facebook and Google URL: https://www.taboola.com/press-releases/taboola-and-outbrain-to-merge-to-create-meaningful-advertising-competitor-to-facebook-and-google/ Last Modified: 2019-10-03 06:13:10 Combined Company Will Reach Nearly 2 Billion People a Month, Supporting Journalism Around the World   Companies to Merge in a Cash and Stock Transaction NEW YORK, October 3, 2019 - Taboola and Outbrain, two digital advertising platforms, today announced that they have entered into an agreement to merge, subject to customary closing conditions. Both companies’ Boards of Directors have approved the transaction. The combined company will provide enhanced advertising efficacy and reach to marketers worldwide, while helping news organizations and other digital properties more effectively find growth in the years to come.   “Over the past decade, I’ve admired Outbrain and the innovation that Yaron Galai, Ori Lahav and the rest of the Outbrain team have brought to the marketplace. By joining forces, we’ll be able to create a more robust competitor to Facebook and Google, giving advertisers a more meaningful choice,” said Adam Singolda, Founder & CEO of Taboola. According to eMarketer, almost 70% of total U.S. digital advertising revenue in 2019 is controlled by only three companies—Google, Facebook and Amazon. “We’re passionate about driving growth for our customers and supporting the open web, which we consider critical in a world where walled gardens are strong, and perhaps too strong. Working together, we will continue investing to better connect advertising dollars with local and national news organizations, strengthening journalism over the next decade. This is why we’re merging; this is our mission.”   “We are excited to partner with Taboola. Both Outbrain and Taboola have a shared mission and vision of supporting quality journalism globally and delivering meaningful value to the open web marketplace,” said Yaron Galai, co-Founder and co-CEO of Outbrain. “Ori and I had a vision of helping people discover quality content online, and we see a tremendous opportunity in joining forces in order to bring the next wave of innovation to our publisher partners and advertisers. I’m confident that together, we will be able to further our mission, which we call our Lighthouse, of bringing the best, most trustworthy content discovery capabilities to users around the world.”   Upon closing, Adam Singolda, the Founder and current CEO of Taboola, will assume the CEO position of the combined company, which will operate under the Taboola brand name, with branding to be determined and to reflect the merger of the two companies. Under the terms of the merger agreement Outbrain shareholders will receive shares representing 30% of the combined company plus $250 million of cash.  The Board of Directors of the combined company will consist of current Taboola and Outbrain Management and Board members. Eldad Maniv, President & COO of Taboola and David Kostman, co-CEO of Outbrain will work closely together on managing all aspects of the post-merger integration. Yaron Galai will remain committed to the success of the combined company, and actively assist with the transition for the 12 months following the closing.   “We are fortunate to have great talent at both Outbrain and Taboola,” said Eldad Maniv. “As soon as the merger closes, we will work to integrate teams, technologies and infrastructures so we can quickly accelerate growth across all dimensions. We have set aggressive goals for bringing value to our customers, driving technology innovation and delivering financial results to our shareholders through increased efficacy and innovation. By working with David and the Outbrain team, I’m confident we can achieve them.”   “For over 10 years, each company has built incredibly powerful solutions that have helped tens of thousands of publishers and advertisers thrive,” said David Kostman. “I look forward to working together with Eldad and his team to bring together the best of each company’s technology, product and business expertise to build a compelling global open web alternative to Google and Facebook.”   The combined company will have over 2,000 employees across 23 offices, serving over 20,000 clients in more than 50 countries across the North America, Latin America, Europe, Middle East and Asia-Pacific regions.   Compelling Strategic and Financial Rationale for the Merger Key strategic benefits of the merger include: - Increased Advertiser Choice: The combined company will be able to provide advertisers, from small businesses to global brands, with a meaningful competitive alternative to Google and Facebook—the companies currently known as the “Duopoly” that command the vast majority of digital ad spend. - Greater Advertising Efficiency: A unified and consolidated buying platform will provide advertisers with greater efficiencies, helping them reach their awareness, consideration and conversion goals. - Higher Revenue and User Engagement to Publishers, Mobile Carriers and Mobile OEMs: Through increased investment in technology and expanded reach, the combined platform will be able to increase revenue to publishers, mobile carriers and device manufacturers, and drive better user engagement. - Accelerated Innovation: By combining two of the strongest data science and AI teams in the industry, and by accelerating investment in R&D, the company will be able to better address the evolving needs of its partners and customers. - Better Consumer Experience:  Increasingly, Taboola’s and Outbrain’s solutions are embraced directly by consumers to help them discover what’s interesting and new, at moments when they’re ready to explore.  For example, Taboola News is now embedded in over 60 million Android devices worldwide. The combined company will be able to accelerate the development of such innovative solutions, improving people’s ability to enjoy quality journalism. Representation J.P. Morgan Securities LLC acted as exclusive financial advisor to Taboola. Meitar Liquornik Geva Leshem Tal Law Offices and Davis Polk & Wardwell LLP acted as legal counsel to Taboola. Taboola was also supported by Citigroup Global Markets Inc.; Goldman, Sachs & Co. acted as financial advisor to Outbrain, and Meitar Liquornik Geva Leshem Tal Law Offices, White & Case LLP and Wilson Sonsini Goodrich & Rosati acted as legal counsel to Outbrain.   About Taboola Taboola helps people discover what’s interesting and new.  The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month.   Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services.  Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement.   Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 15 cities worldwide.   About Outbrain  Outbrain creates meaningful and trustworthy connections between people, publishers and marketers.  The firm’s native advertising technology is used by thousands of marketers worldwide, reaching over 1.2 billion people monthly. Outbrain partners with some of the world’s most recognized content providers to help them grow their advertising revenue, including CNN, BBC, The Washington Post, The Guardian, Spiegel Online, El País and Sky News. The company is headquartered in New York with offices in 18 cities worldwide.   Forward Looking Statements This press release contains certain "forward-looking statements" within the meaning of the "safe harbor" provisions of the US Private Securities Litigation Reform Act of 1995. Forward-looking statements can be identified by words such as: "target," "believe," "expect," "will," "may," "anticipate," "estimate," "would," "positioned," "future," and other similar expressions that predict or indicate future events or trends or that are not statements of historical matters. Examples of forward-looking statements include, among others, statements made in this press release regarding the proposed business combination, including the benefits of the proposed business combination and the expected management and governance of the combined company, and the expected timing of the proposed transactions contemplated by the definitive agreement. Forward-looking statements are neither historical facts nor assurances of future performance. Instead, they are based only on Taboola and Outbrain managements' current beliefs, expectations and assumptions. Because forward-looking statements relate to the future, they are subject to inherent uncertainties, risks and changes in circumstances that are difficult to predict and many of which are outside of our control. Actual results and outcomes may differ materially from those indicated in the forward-looking statements. Therefore, you should not rely on any of these forward-looking statements. Important factors that could cause actual results and outcomes to differ materially from those indicated in the forward-looking statements include, among others, the following: (1) the occurrence of any event that could give rise to the termination of the agreement with respect to the business combination; (2) the inability to complete the business combination due to the failure to obtain approval of stockholders or to satisfy other conditions to closing in the agreement; (3) the risk that the business combination disrupts current plans and operations as a result of the announcement and consummation of the business combination; (4) the ability to recognize the anticipated benefits of the business combination, which may be affected by, among other things, competition, the ability of the combined company to grow and manage growth profitably, maintain relationships with third parties and partners, and retain its management and key employees; (5) costs related to the business combination; and(6) the possibility that the combined company may be adversely affected by other economic, business, regulatory, and/or competitive factors.   Notice This press release is not an offer of securities for sale in the United States, and the securities that will be issued in this transaction will not be offered or sold in the United States absent registration or an exemption from registration.  Taboola does not intend to issue any securities in the transaction by means of a public offering in the United States, but any public offering of securities to be made in the United States would be made by means of a prospectus that may be obtained from the issuer that would contain detailed information about the company and management, as well as financial statements. --- ### Taboola signs exclusive partnership with the Marie-Claire group URL: https://www.taboola.com/press-releases/taboola-signs-exclusive-partnership-with-the-marie-claire-group/ Last Modified: 2019-09-04 07:11:55 Marie-Claire renews its partnership with Taboola for a second time to increase the monetization of its sites Taboola, the world’s leading content discovery platform, continues its long collaboration with the Marie-Claire group, which began in 2015. The partnership will see Marie-Claire continue to successfully use Taboola’s recommended content solution, as well as its integrated video platform. This combination creates an engaging user experience for Marie-Claire’s audience, while allowing the publisher to monetize its site and optimize its organic content. The Marie-Claire group is home to a number of well-known brands, with a readership of nearly 13.2 million, including 9.7 million women across three areas : feminine, lifestyle and parental. Of note, the group publishes Marie-Claire, Cosmopolitan, Magic Maman, Avantages, Stylist, Cuisine et Vins de France and la Revue des Vins de France. The partnership has so far seen great results, with Marie-Claire experiencing an increased RPM (Revenue per thousand impressions). Moreover, Taboola’s native formats generate additional revenue while preserving the user's experience, by offering them clearly identified sponsored items among organic content in their feed. In addition to site monetization, Marie-Claire uses Taboola's technologies to optimize the recirculation of its organic content, generating new subscriptions or publishing content to premium spaces such as Marie-Claire Maison. With Taboola's algorithms creating a personalized experience,readers develop a greater appetite for the Marie-Claire Group's brands , increasing the number of pages viewed, as well as the time spent on each site. Taboola partners with more than 800 premium publishers in France, helping them to promote their content in brand-safe environments. About Taboola Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Some of the most innovative digital properties in the world have long term, exclusive relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, and Le Figaro. Taboola, now over 1,300 people globally, is headquartered in New York City with offices in Los Angeles, Mexico City, São Paulo, London, Berlin, Madrid, Paris, Tel Aviv, New Delhi, Bangkok, Beijing, Shanghai, Istanbul, Seoul, Tokyo, and Sydney. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Signs Partnership Deal with News 12 Networks, New York’s Tri-State Leader In Hyper-local News and Content URL: https://www.taboola.com/press-releases/taboola-signs-partnership-deal-with-news-12-networks-new-yorks-tri-state-leader-in-hyper-local/ Last Modified: 2019-07-11 10:28:42 New York, NY. July 11, 2019 – Taboola, the world’s leading discovery platform, today announced a partnership with Altice USA’s News 12 Networks, New York’s tri-state leader in hyper-local news and content with more than 30M monthly page views. The partnership will see News 12 Networks, a sister company of video content leader, Cheddar, using Taboola’s discovery platform across all seven local sites on mobile and web to grow their audience and increase user engagement. Similar to Cheddar’s ongoing partnership with Taboola, News 12 Networks will also launch Taboola Feed with video. Taboola feed provides users with a seamless, continuous scroll of personalized video and other content encouraging users to stay engaged on a publisher’s site and expanding their video reach to new audiences. “We are excited to strategically partner with News 12 Networks of Altice USA,” said Adam Singolda, CEO and Founder at Taboola. “I’m excited to continue to work with Jon and the News 12 and Cheddar teams, and together look to drive meaningful growth, engagement, and audiences across all of their sites.” "The tri-state local reach of News 12 Networks’ digital assets, of about 30M monthly page views, allows us to reach users combining huge scale with a unique set of storytelling," says Jon Steinberg, President, Altice News. “We’re pleased to work with Taboola as we continue to invest in growing our news businesses, including News 12 and Cheddar, to remain a news leader across TV and digital platforms.” About Taboola  Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products, and services. Some of the most innovative digital properties in the world have long term, exclusive relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, and News 12 Networks. Taboola, now over 1,300 people globally, is headquartered in New York City with offices in Mexico City, São Paulo, Los Angeles, London, Berlin, Madrid, Paris, Tel Aviv, New Delhi, Bangkok, Beijing, Shanghai, Istanbul, Seoul, Tokyo, and Sydney. Learn more at www.taboola.com and follow @taboola on Twitter. About Altice USA Altice USA (NYSE: ATUS) is one of the largest broadband communications and video services providers in the United States, delivering broadband, pay television, telephony services, Wi-Fi hotspot access, proprietary content and advertising services to approximately 4.9 million residential and business customers across 21 states through its Optimum and Suddenlink brands. The company operates Altice News, which comprises digital-first news company Cheddar, hyperlocal news network News 12 Networks, and international news and current affairs network i24NEWS. The company also operates a4, an advanced advertising and data business, which provides audience-based, multiscreen advertising solutions to local, regional and national businesses and advertising clients. --- ### ESI Media, Owner of Evening Standard and The Independent, Renews Exclusive Partnership with Taboola URL: https://www.taboola.com/press-releases/esi-media-owner-evening-standard-and-independent-renews-exclusive-partnership-taboola/ Last Modified: 2019-07-10 10:09:43 -Partnership is now in its fourth year - London, UK. July 10, 2019 – Taboola, the world’s leading discovery platform, today announced an exclusive partnership renewal with ESI Media. The partnership sees ESI Media continue to use Taboola’s Discovery platform across all of its mobile and web properties. ESI Media, owner of the Evening Standard and The Independent portfolio, reaches 90 million global monthly visitors*. Under the partnership, ESI Media, which also owns indy100 and Homes & Property, launched Taboola Feed, integrating a seamlessly continuous scroll that provides readers with personalized content. Similar to how people experience social networks, Taboola Feed encourages audiences on the web to stay engaged on a publisher’s site by scrolling through a personalized stream of content, video, and other experiences the user might be interested in discovering next. “The Independent and Evening Standard are thrilled to extend our strategic relationship with Taboola, who bring significant commercial and analytical value to our international digital partnership,” shared Zach Leonard, Managing Director, Digital ESI Media. “We are so excited to continue our strategic partnership with a powerful publisher such as ESI Media, who is deeply invested in a long term strategy to drive growth along with a quality user experience as critical values for success,” said Adam Singolda, CEO and Founder at Taboola. We are proud to be working together with the ESI Media team to help drive engagement, revenue, and audience growth across all of their brands in years to come,” About Taboola  Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI and a large dataset, Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products, and services. Some of the most innovative digital properties in the world have long term, exclusive relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Business Insider, The Independent, and ESI. Taboola, now over 1,300 people globally, is headquartered in New York City with offices in Mexico City, São Paulo, Los Angeles, London, Berlin, Madrid, Paris, Tel Aviv, New Delhi, Bangkok, Beijing, Shanghai, Istanbul, Seoul, Tokyo, and Sydney. Learn more at www.taboola.com and follow @taboola on Twitter. About ESI Media ESI Media is the commercial division of the Evening Standard and The Independent. ESI Media has a monthly cross-platform UK reach of 21.6m adults.  *Adobe Omniture April 19 --- ### Taboola Expands Strategic Relationship with NBC News For an Additional Five Years, Launching Taboola Feed - Focusing On Reader Loyalty URL: https://www.taboola.com/press-releases/taboola-expands-strategic-relationship-nbc-news-additional-five-years-launching/ Last Modified: 2019-06-04 07:10:23 NBC News adopts innovative Taboola Feed to drive additional revenue and increase user engagement Today, Taboola, the leading discovery platform, announced an exclusive strategic relationship with NBC News. It will see NBC News implement Taboola Feed on desktop, tablet, mobile web and mobile app to increase user engagement and revenue. The deal builds on an existing relationship between Taboola and NBC News, which have already been working together for five years. Under the relationship, NBC News, launched Taboola Feed, a seamlessly integrated infinite feed that provides readers with personalized content for a more engaging experience. Similar to how people experience social networks, Taboola Feed encourages audiences on the open web to stay engaged on a publisher’s site by scrolling through a personalized stream of content, video, and other experiences the user might be interested in discovering next. NBC News will also use Taboola Newsroom’s insights and A/B testing capabilities, providing editorial teams with actionable insights and data about content performance in real time. Editors and writers will now be able to test the performance of headlines, thumbnails and story placements in real time and discover topics their users are most interested in reading about to create editorial best practices over time. The Newsroom platform also provides editors with unique insights on trending topics from Taboola’s publisher network. Additionally, NBC News will use Taboola’s Audience Exchange within Taboola Feed to strategically manage and optimize the flow of traffic across sister sites and partners. “NBC News Group is excited to continue working with Taboola to expand the reach of our content and continue driving our already impressive growth,” said Elisabeth Sami, SVP of Global Strategy and Business Development for NBC News Group. “We recognize the value of Taboola’s technology and their ability to drive meaningful engagement with NBC News content, especially at a time when competition for user attention is at an all-time high.” “I could not be more excited to work with the NBC team for many years to come, driving innovation and loyalty, which is an important step in winning those 'moments of next' when consumers make decisions about where they want to spend their time,” said Adam Singolda, Founder & CEO at Taboola. “We place tremendous value on our work with NBC News and we will continue to invest in furthering quality journalism together.” The deal follows recent partnerships of Taboola Feed including Business Insider, Tribune Publishing and The Weather Company.   About Taboola Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Some of the most innovative digital properties in the world have long term, exclusive relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, and Le Figaro. Taboola, now over 1,300 people globally, is headquartered in New York City with offices in Los Angeles, Mexico City, São Paulo, London, Berlin, Madrid, Paris, Tel Aviv, New Delhi, Bangkok, Beijing, Shanghai, Istanbul, Seoul, Tokyo, and Sydney. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola and TDG Expand Strategic Partnership in Southeast Europe and the Middle East URL: https://www.taboola.com/press-releases/taboola-and-tdg-expand-strategic-partnership-in-southeast-europe-and-the-middle-east/ Last Modified: 2019-05-23 08:34:47 Taboola, the world’s leading discovery platform, and TDG, the leading Digital Advertising group in Southeast Europe and the Middle East announced a five-year strategic partnership extension. The new agreement, building on an already successful partnership between Taboola and TDG during the past three years, will enable the companies to expand the adoption of Taboola’s discovery solutions throughout the region. Taboola helps 1.4 billion people explore what’s interesting and new. Leveraging AI technology, the largest dataset of content consumption behavior across the open web, and exclusive partnerships with thousands of premium publishers, Taboola enables advertisers to reach their audiences at “moments of next”, when they’re most receptive to new messages, products, and services. As part of the partnership expansion, TDG will offer its clients new Taboola platform components, including Taboola Feed, a seamlessly integrated feed that provides readers with personalized content, and Taboola Newsroom, which empowers editorial teams to enhance content with actionable data insights, A/B testing, and alerts. “The partnership with Taboola has been paramount in our mission to democratize advertising in emerging markets. Our business is predicated on empowering local publishers to maximize the value from every visitor and local advertisers reach their business KPIs. Our continued partnership helps us in doing both,” said Odysseas Ntotsikas, Founder & Managing Director of TDG. “We are extremely happy about the traction our discovery platform has gained throughout the region over the last three years since our partnership with TDG began,” said Adam Singolda, CEO and founder at Taboola. "TDG has always been an excellent partner, and we’re excited they will now be able to provide even more value to advertisers and publishers using our latest innovations.” About TDG TDG is one of the leading Digital Marketing and Ad Tech groups in the fastest growing markets in EMEA. TDG’s companies ThinkDigital, ForestView, TailWind and Project Agora have been working with the region’s biggest advertisers and publishers to help democratize advertising and accelerate digital transformation since 2006. TDG, employees 160 digital professionals in its 8 local offices in the region. More about TDG www.thinkdigitalgroup.net For further inquiries: Τel: +30 210 8026050 Email: marketing@thinkdigitalgroup.net About Taboola Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products, and services. Some of the most innovative digital properties in the world have long term, exclusive relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, and Le Figaro. Taboola, now over 1,300 people globally, is headquartered in New York City with offices in Mexico City, São Paulo, Los Angeles, London, Berlin, Madrid, Paris, Tel Aviv, New Delhi, Bangkok, Beijing, Shanghai, Istanbul, Seoul, Tokyo, and Sydney. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Expands Reach Across India With New Publisher Partnerships, New India Office And Opening Fourth Global Support Center URL: https://www.taboola.com/press-releases/taboola-expands-reach-across-india-new-publisher-partnerships-new-india-office-and/ Last Modified: 2019-05-14 08:43:09 Long-term partnership signing and renewals, the opening of fourth global support center and new offices in India’s tech center mark rapid growth in the region. New Delhi, India: May 14, 2019 – Taboola, the leading discovery platform, today announced their expansion in India, opening up new offices in Cyber City, Gurugram, a new sales center in Mumbai, and actively hiring 80 employees, all to support the company’s operations in India and globally. The expansion follows the signing and renewing of partnership agreements with most of India’s top publishers, including  Indian Express, The Hindu, Zee Media, NDTV, India Today Group, Times Now, MSN, IndiaTV, ABP and Dinamalar. Taboola now has a monthly reach of 12 million unique views in Delhi, 7.3 million unique views in Mumbai, and 8.7 million unique views in Bangalore. "At Taboola, publishers come first,” said Kallie Purie, Vice Chairperson, India Today Group. “What I really like about Taboola is that they come in and work as partners, not suppliers or vendors. Once they were partners they were in our Newsroom working closely with us, always sharing what they are building and how we can use it. Taboola feels embedded in our Newsroom and that's a great way to run a partnership." “Taboola innovates at this fierce energy with this absolute passion and enthusiasm, anything we ask for, we are never told no, it's always let's see how we can accomplish it, together. Over these years of working together, we find that we share many of the same values; people, always people above business and it's hard to imagine working with anyone else," said Suparna Singh CEO, NDTV. "We are looking forward to making a lot more progress together." The reach and effectiveness of the Taboola platform have also driven top India brands to partner with Taboola at a time when many are actively seeking new platforms for generating awareness, leads, and purchases of their products and services. Taboola’s performance for online education company, Talentedge, has been equal to that of Google, but with a 30 percent reduction in cost. “We are excited to be opening our fourth global support center in India and tripling our workforce here having developed in the country with tremendous speed,” said Adam Singolda, CEO and founder at Taboola. "We are confident that expanding our teams on the ground here will foster the strong relationships we’ve built with powerful publications in India over the past two years and will continue long into the future helping drive their engagement, revenue, and audience growth while developing new partnerships with brands to help them drive awareness and traffic.” About Taboola Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Some of the most innovative digital properties in the world have long term, exclusive relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, and NDTV. Taboola, now over 1,300 people globally, is headquartered in New York City with offices in Mexico City, São Paulo, Los Angeles, London, Berlin, Madrid, Paris, Tel Aviv, New Delhi, Bangkok, Beijing, Shanghai, Istanbul, Seoul, Tokyo, and Sydney. Learn more at www.taboola.com and follow @taboola on Twitter --- ### Taboola Enters Agreement to Acquire the Start Division of Celltick, Expanding Taboola News to Support Mobile Operators URL: https://www.taboola.com/press-releases/taboola-enters-agreement-acquire-start-division-celltick-expanding-taboola-news/ Last Modified: 2019-03-04 08:36:27 The Move Gives Taboola Direct Access to Mobile Operators Reaching Tens of Millions of Users Worldwide NEW YORK--(BUSINESS WIRE)--Taboola, the world’s leading discovery platform, announced the execution of an agreement to acquire the Start Division of Celltick, a global leader in mobile discovery and engagement, which includes the Start and Start Magazine product lines. Following the completion of the acquisition, the Start team and technology will integrate into the Taboola News division to bring personalized and relevant recommendations in the form of premium publisher content on mobile devices. Taboola News has already integrated with several mobile phone manufacturers including ZTE and vivo and this deal will expand Taboola News to support tier 1 mobile operators as well as device manufacturers and app developers. Taboola News creates an opportunity for OEMs and mobile carriers to bring a feed of personalized information directly into mobile devices, creating a new revenue stream. Start Magazine and its associated lockscreen, Start, provide mobile operators and device manufacturers with a rich medium to understand and intelligently engage with the user, as well as increase retention by providing targeted promotions. Start Magazine helps its partners understand users’ needs while increasing brand loyalty with their existing users. Each month, 20M+ users turn on their device enabled with Start and an additional 25M are exposed to Start Magazine content. “Through the combination of our strategic premium publisher partnerships globally, our data and deep learning technology, we are able to provide users with a highly personalized content experience that can enrich their lives,” said Adam Singolda, CEO and founder of Taboola. "Celltick’s Start technology has been used by leading mobile carriers and now together we can provide an even more valuable platform for operators globally that can deliver a more engaged and personalized experience for their users and drive incremental ARPU. I am excited to welcome the Celltick team to Taboola." “Our team has developed world-class products that have been adopted by 50 mobile operators and device manufacturers around the world that are being used by tens of millions of users every month,” said Ronen Daniel, CEO and co-founder of Celltick. “We have reached a point that requires substantial investment to take the product to the next level and I trust that thanks to the deal with Taboola, the products will continue to grow and prosper for the benefit of our customers and the team.” Taboola expects the deal to be closed by the end of March. About Taboola Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Some of the most innovative digital properties in the world have long term, exclusive relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, and Le Figaro. Taboola, now over 1,000 people globally, is headquartered in New York City with offices in Mexico City, São Paulo, Los Angeles, London, Berlin, Madrid, Paris, Tel Aviv, New Delhi, Bangkok, Beijing, Shanghai, Istanbul, Seoul, Tokyo, and Sydney. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Expands Strategic Partnership with Business Insider URL: https://www.taboola.com/press-releases/taboola-expands-strategic-partnership-with-business-insider/ Last Modified: 2019-02-13 08:39:29 Leading business news publisher adopts innovative Taboola Feed to enhance user experience NEW YORK--(BUSINESS WIRE)--Today, Taboola, the leading discovery platform, announced an exclusive two-year partnership with Business Insider to enhance the business news publisher’s user experience by integrating the Taboola Feed on desktop and mobile web. The deal builds on an existing partnership between Taboola and Business Insider, which have been working together for five years. Under the partnership, Business Insider, which reaches 75 million unique users per month, launched Taboola Feed, a seamlessly integrated feed that provides readers with personalized content. Similar to how people experience social networks, Taboola Feed encourages audiences on the web to stay engaged on a publisher’s site by scrolling through a personalized stream of content, video, and other experiences the user might be interested in discovering next. “Business Insider is enhanced by the Taboola Feed, which seamlessly surfaces smart stories that our readers might otherwise have missed,” said Rich Kennedy, SVP, Business & Audience Development at Business Insider. “Integrating Taboola into both our desktop and mobile web has led to more user engagement, while also providing us with an additional valuable source of revenue.” “Maintaining sustainable revenue streams with superior user experiences is a key priority for digital media companies today,” said Adam Singolda, founder and CEO of Taboola. “By implementing Taboola Feed, Business Insider is helping their audiences find new, useful information during their ‘moments of next’ in a high-quality setting. We are honored to continue our work with the team at Business Insider, supporting their deep commitment to quality journalism.” The deal follows recent partnerships around the globe of Taboola Feed including Tribune Publishing, The Weather Company and Le Figaro. About Taboola Taboola enables over 1.4B people to discover what’s interesting and new at the moments they’re most ready to explore. Powered by Deep Learning, AI, and a large dataset, Taboola’s discovery platform creates new monetization, audience and engagement opportunities for digital properties, including publishers, mobile carriers and handset manufacturers. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Some of the most innovative digital properties in the world have long term, exclusive relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, and Le Figaro. Taboola, now over 1,000 people globally, is headquartered in New York City with offices in Los Angeles, Mexico City, São Paulo, London, Berlin, Madrid, Paris, Tel Aviv, New Delhi, Bangkok, Beijing, Shanghai, Istanbul, Seoul, Tokyo, and Sydney. Learn more at www.taboola.com and follow @taboola on Twitter. About Business Insider Insider Inc. is the publisher of Business Insider and INSIDER, a fast-growing general interest and lifestyle brand. Launched in 2007, Business Insider, with 17 global editions, is the most popular business news brand in the world in terms of reach. Insider Inc. reaches 350 million unique monthly visitors across all platforms. The company also offers a subscription research service, Business Insider Intelligence (BII), with in-depth insights, data, and analysis of digital topics, including mobile, social, Internet of Things, and FinTech. Insider Inc. is a subsidiary of Axel Springer SE. --- ### Taboola is Bringing Its Data Marketplace to Japan, Partnering with Leading Data Providers to Optimize Audience Targeting for Brands in the Japanese Market URL: https://www.taboola.com/press-releases/taboola-is-bringing-its-data-marketplace-to-japan-partnering-with-leading-data-providers-to-optimize/ Last Modified: 2018-11-19 10:35:41 Taboola doubles down on data, partnering with global and local third party data providers to allow brands to better target campaigns TOKYO--(BUSINESS WIRE)--Taboola, the leading discovery platform, today launched Data Marketplace in Japan, debuting the availability of third party data within the Taboola platform for the first time. Eyeota and Lotame Data Exchange are among the first providers and key partners within the region. Marking another step in advance audience targeting, Taboola Data Marketplace empowers marketers with seamless and transparent access to the world’s best data companies; offering data to help reach relevant consumers at scale. Taboola Data Marketplace surfaces the best performing third party segments to reach audiences in the Taboola Publisher Network. Armed with data and insights, marketers will now better be able to start additional campaigns targeting specific audiences and optimize towards key performance indicators (KPIs). This transparent and easy system allows marketers to leverage the segments that drive ROI most effectively in a seamless way. The Data Marketplace is uniquely performance-based, allowing brands for the first time to only pay for data layered onto campaigns based on performance results rather than on usage. “APAC is one of our fastest growing regions and we’re thrilled to evolve our platform to help more brands effectively reach audiences at scale. As the battle for users attention is stronger than ever, it’s increasingly important to reach the right users at the exact moment they are open to discovering something new and interesting - wherever they may be in their customer journey,” said Adam Singolda, CEO and founder of Taboola. “We are honored to work with Eyeota and Lotame as our first data partners in APAC. It’s our mission to help grow the open web, giving brands an alternative to drive scale in a brand safe environment on publishers sites, and with our data marketplace - we make it even easier to target the right people at the right time.” Taboola initially announced the launch of Data Marketplace in the US with partners Oracle Data Cloud, Neustar, Acxiom, Bombora and others. Since launch, Taboola now partners with over 50 data providers across globe. Each data partner offers specific insights across industries and consumer types to increase campaign performance. Brands will have complete visibility into which data segments and data suppliers work most effectively within their budget. “Data continues to significantly shape the way brands and marketers engage with consumers. Marketers can access Eyeota’s extensive database of local audiences through Taboola to improve the accuracy for their campaign targeting and enable them to deliver more relevant content,” said Andrew Tu, Managing Director, APAC, Eyeota. “Thanks to Taboola's Data Marketplace, we can reach even more advertisers in Japan so they can now access high quality data - at scale - from the Lotame Data Exchange. Lotame, the world's largest and most trusted data exchange, focuses on accuracy so these advertisers can rest assured that they will reach the right audience, decrease wasted ad spend and increase campaign success every time across Taboola's robust platform.” said Evgeny Popov, vice president, data solutions, Lotame APAC. Taboola acts as a search engine in reverse. Instead of expecting people to look for information, Taboola surfaces relevant and personalized information to people at the right time. Its predictive engine analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next, generating more than one billion moments of discovery (clicks) each month. About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Mexico City, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. About Lotame Lotame enables companies to use data to build stronger connections with their consumers. Lotame is the leading independent data management platform (DMP) and offers the most widely used, trusted and comprehensive data exchange in the industry. Committed to innovation, agility and -- above all, customer success -- the Lotame team aims to continuously find new and meaningful ways to help its clients harness the power of data to fuel more relevant and personalized experiences across screens and devices, online and off. Lotame is headquartered in New York City, with resources around the world, including Maryland, San Francisco, London, Singapore, Mumbai and Sydney. Learn more at www.lotame.com. About Eyeota With more than four billion unique profiles across Europe, Asia-Pacific and the Americas, Eyeota is the global leader in audience data. Eyeota’s data empowers marketers, advertisers and agencies to deliver targeted campaigns and engage with the right audiences, while enabling publishers and data suppliers to monetize their audiences more widely. Certified by numerous data privacy associations around the world, including the NAI, IAB and EDAA, Eyeota ensures its data is trusted and accredited for the highest quality and security. The company was founded in 2010 and has offices in Berlin, Detroit, London, Los Angeles, Melbourne, New York, Singapore, Sydney and Tokyo. For more information, visit http://www.eyeota.com. --- ### Taboola and Via Announce a Strategic Partnership URL: https://www.taboola.com/press-releases/taboola-and-via-announce-a-strategic-partnership/ Last Modified: 2018-11-15 10:34:46 Via riders will be able to access curated premium content through a seamless in-app integration with Taboola News NEW YORK--(BUSINESS WIRE)--Today, Taboola, the leading discovery platform, and Via, the world’s expert in on-demand shared transportation, announced a strategic partnership to deliver Taboola News, a personalized platform for news content, directly to consumers through Via’s app. The Taboola News platform will integrate within the Via app and surface curated news and content from both its network of premium publishers as well as Via straight to riders, allowing them to seamlessly access hyper-relevant entertainment while in transit. “At Via, we care deeply about providing a superior customer experience at every stage of the journey,” said Daniel Ramot, co-founder and CEO of Via. “We’re delighted to partner with Taboola to offer riders a way to discover new and exciting content while they travel.” “I’m so excited to work with the entire Via executive team to bring even more value to Via’s loyal users by surfacing news that’s relevant in a personalized way. I’ve long believed that today’s generation does not want to spend time looking for things, and the ability to discover things that are relevant to you is now an innate part of every user experience. There is value to bringing that ‘moment of next,’ when users are ready and open to discover something new,” said Adam Singolda, founder and CEO, Taboola. “We are looking forward to our partnership with Via, where for the first time, we can serve riders with things they may like but never knew existed as they travel from one place to another.” The roll out will begin in New York City later this year before rolling out to other markets. The partnership comes on the heels of Taboola’s expansion of its business with Carriers/OEMs, offering an “Apple News” product for users. Taboola acts as a search engine in reverse, so that instead of users having to go to search for information - information will be surfaced to users in a personalized way, helping them discover what’s new and interesting. About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. About Via Via is re-engineering public transit, from a regulated system of rigid routes and schedules to a fully dynamic, on-demand network. Via’s mobile app connects multiple passengers who are headed the same way, allowing riders to seamlessly share a premium vehicle. First launched in New York City in September 2013, the Via platform currently operates in the United States, and in Europe through its joint venture with Mercedes-Benz Vans, ViaVan. Via’s technology is also deployed worldwide through partner projects with public transportation agencies, private transit operators, taxi fleets, private companies, and universities, seamlessly integrating with public transit infrastructure to provide the most cutting edge on-demand mobility innovation. --- ### Tribune Publishing Company Expands Strategic Partnership with Taboola to Launch Taboola Feed on All Digital Properties including the Chicago Tribune, Baltimore Sun and Orlando Sentinel URL: https://www.taboola.com/press-releases/tribune-publishing-company-expands-strategic-partnership-taboola-launch-taboola-feed/ Last Modified: 2018-11-08 11:30:10 Tribune Publishing inks exclusive three-year deal to increase revenue and engagement following successful implementation on New York Daily News NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform, today announced an exclusive three-year partnership with Tribune Publishing Company, advancing the user experience by bringing the Taboola Feed to its digital audiences. The deal builds on an existing partnership between Taboola and Tribune Publishing with the goal of increasing user engagement and generating revenue across its digital portfolio. Under the partnership, Tribune Publishing will launch Taboola Feed on all digital properties, which include the Chicago Tribune, the Baltimore Sun and the Orlando Sentinel. Tribune Publishing’s New York Daily News was the first publisher partner to test and implement Taboola Feed on mobile and desktop in May 2017; since then, the New York Daily News has seen an uplift in rpm of 63 percent on desktop and average rpm uplift of 37 percent on mobile and tablet. “Balancing sustainable revenue streams with high-quality user experiences is the cornerstone of today’s digital media industry,” said Grant Whitmore, executive vice president and general manager, northeast region at Tribune Publishing Company. “The Taboola Feed achieved significant results for New York Daily News, and we are looking forward to bringing similar success across all of our properties. We appreciate the innovation that Taboola has brought to our audiences and look forward to continuing this partnership together.” “The partnership with Tribune Publishing is particularly exciting as the New York Daily News was the first publisher to test and implement the Taboola Feed,” said Adam Singolda, CEO and founder of Taboola. “Now, a little over a year after launch, Taboola Feed is live on thousands of publishers globally, users have benefited from the personalized infinite scroll experience and it has become a material part of our offering. This growth in engagement, as well as revenue is ultimately key in our efforts to support local and national journalism, which continues to play such an important role in our lives every day.” Taboola Feed is a vertical-scrolling feed that enables users to access content including articles, in-feed video, app downloads, premium content and more on mobile web and in-app. Similar to how people experience social networks, Taboola Feed encourages audiences to stay engaged on a publisher’s site by scrolling through a personalized stream of content, video and other experiences the user might be interested in discovering next. The deal follows recent partnerships around the globe of Taboola Feed including Bauer Media UK, The Weather Company and Le Figaro earlier this year. About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products, and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express, and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Paris, Berlin, Madrid, Tel Aviv, New Delhi, Bangkok, São Paulo, Mexico City, Beijing, Shanghai, Istanbul, Seoul, Sydney, and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. About Tribune Publishing Company Tribune Publishing Company (NASDAQ:TPCO) is a media company rooted in award-winning journalism. Headquartered in Chicago, Tribune Publishing Co. operates local media businesses in eight markets with titles including the Chicago Tribune, New York Daily News, The Baltimore Sun, Orlando Sentinel, South Florida's Sun-Sentinel, Virginia’s Daily Press and The Virginian-Pilot, the Hartford Courant and The Morning Call of Lehigh Valley, Pennsylvania. Tribune Publishing Co. also operates Tribune Content Agency and the Daily Meal and is majority owner of BestReviews. Our brands are committed to informing, inspiring and engaging local communities. We create and distribute content across our media portfolio, offering integrated marketing, media, and business services to consumers and advertisers, including digital solutions and advertising opportunities. --- ### vivo, the 5th Largest Smartphone Manufacturer in the World, and Taboola, Announce Long-Term Partnership to Bring Taboola News to 100M Mobile Users Across Asia URL: https://www.taboola.com/press-releases/vivo-the-5th-largest-smartphone-manufacturer-in-the-world-and-taboola-announce-long-term/ Last Modified: 2018-10-23 10:45:37 vivo selects Taboola as its strategic partner to power news on its ‘swipe right’ screen NEW YORK--(BUSINESS WIRE)--Today, Taboola, the world’s leading discovery platform, announced a global strategic partnership with vivo, the fifth largest smartphone manufacturer in the world. Under the partnership, Taboola will deliver a fully personalized content experience for vivo’s customers helping the manufacturer drive engagement and monetization and providing a significant new audience source to content publishers in the region. Taboola will be vivo’s strategic content partner to integrate directly on vivo’s swipe right experience. When users swipe right on the homescreen, Taboola will surface relevant personalized news and content from its network of premium publishers throughout Asia. The partnership with vivo will leverage Taboola’s extensive footprint in the region through partnerships with thousands of quality publishers and marketers such as NDTV, India Today, China Daily, Kapook and OhBulan. Taboola’s Global Network in Asia-Pacific includes content in languages such as Thai, Hindi, Tamil, Chinese, Indonesian and English. According to eMarketer, internet users in Asia-Pacific own smartphones at higher rates (93%) than their peers in Europe (86%) or North America (84%) and the growing penetration of smartphones and tablets has changed the way adults consume media in the region. Through the partnership, Taboola and vivo are enabling content creators to reach their audiences throughout the day. Taboola is able to leverage its personalization platform to match users with content they are most likely to be interested in consuming next. “Enabling people to discover what’s new and interesting is a key part of enriching people's lives, and it is at the heart of our mission at Taboola. Smartphones are perhaps the most intimate device that we own -- on average we use our smartphones over 100 times a day. So the opportunity to create a personalized experience and surface relevant content in that 'moment of next' is massive for users, journalism, and smartphone manufacturers,” said Adam Singolda, founder and CEO, Taboola. “We are honored to partner with vivo, an innovative leader in the mobile space, on this journey. We look forward to creating the next wave of personalization on smartphones in addition to powering quality journalism by driving new audiences directly to publishers’ sites as opposed to walled garden environments.” About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products, and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express, and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Paris, Berlin, Madrid, Tel Aviv, New Delhi, Bangkok, São Paulo, Mexico City, Beijing, Shanghai, Istanbul, Seoul, Sydney, and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. About vivo vivo Communication Technology, commonly referred to simply as vivo, is a young global smartphone brand developing dynamic and stylish products including smartphones, smartphone accessories, software, and online services. The company also develops software for their phones such as the vivo browser, V-appstore and the iManager included in their proprietary Android based operating system called Funtouch OS. Vivo is one of the largest global smartphone manufacturers in the world. The company currently has a presence in 18 markets, and has several R&D centers worldwide, including dedicated AI research centers. --- ### Unbounce and Taboola Announce Strategic Partnership to Make It Easier for Small Businesses to Succeed, Driving Acquisitions at Scale URL: https://www.taboola.com/press-releases/unbounce-and-taboola-announce-strategic-partnership-make-it-easier-small-businesses/ Last Modified: 2018-09-20 13:25:37 Partnership Will Provide Taboola’s Clients with the Unbounce Landing Page Analyzer Tool to Improve Landing Pages and Convert More Traffic NEW YORK--(BUSINESS WIRE)--Today, Taboola, the leading discovery platform, announced a strategic partnership with Unbounce, the leading landing page and conversion platform for marketers and agencies. Marketing partners of Taboola will now have access to the Unbounce Landing Page Analyzer, allowing them to improve landing pages, convert more traffic, and optimize campaigns. The Unbounce Analyzer Integration Program, which launched in May 2018 and leverages AI technology and proven landing page best practices, will provide Taboola’s brand marketer clients with comprehensive reports on the performance of their landing pages and recommendations for improvement at no cost. Marketers will be able to optimize for several key performance categories including page speed, mobile experience, SEO, copy sentiment, industry benchmarks, conversion-centered design, and trust and security to convert more traffic. “As a high growth business, partnering with innovative companies like Taboola has been pivotal to our success and ability to introduce more marketers to the ease and power of the Unbounce platform,” said Rick Perreault, CEO and co-founder of Unbounce. "We're thrilled to be teaming up with Taboola to bring the Analyzer and its intelligent landing page insights to thousands of Taboola's brand marketer clients." The partnership is an extension of Taboola’s Self Service platform, which grew to $100M run rate in its first year, and comes on the heels of Taboola’s recent partnership with HubSpot to turn on content discovery for over 40,000 marketers. Taboola’s self service platform offers cost-efficient and scalable solutions to marketers allowing them to reach 1.4B users globally outside of search and social, placing relevant recommendations on some of the most premium publishers in the world, and carrying high editorial value and brand safety. “Every brand has a story worth being discovered, and this partnership with Unbounce will help brands engage with their audiences throughout the full marketing funnel,” said Adam Singolda, CEO and founder of Taboola. “At the heart of what we do is make small business and brands successful, and we’re proud to offer marketers the resources they need to succeed in today’s fragmented digital marketplace. We are committed to continuously identifying new ways to help our partners.” About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products, and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express, and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Mexico City, Beijing, Shanghai, Istanbul, Seoul, Sydney, and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. About Unbounce Unbounce gives marketers a way to build and test landing pages, website popups and sticky bars so they can get more conversions from their paid traffic and website without tech bottlenecks. As one Canada’s fastest growing technology companies, Unbounce has powered over 350 million conversions to date and serves more than 15,000 customers worldwide including Vimeo, Hootsuite, The New York Times, World Vision, the Red Cross and many others. Founded in Vancouver, B.C. by six local entrepreneurs, Unbounce is a diverse and inclusive company employing over 160 people worldwide. Connect with our growing community of digital marketers at Unbounce.com and @Unbounce. --- ### https://www.taboola.com/press-release/analyzing-over-8-billion-impressions-global-data-taboola-reveals-untapped URL: https://www.taboola.com/press-releases/https-www-taboola-com-press-release-analyzing-over-8-billion-impressions-global-data-taboola-reveals-untapped/ Last Modified: 2018-07-26 10:30:06 NEW YORK--(BUSINESS WIRE)--Today, Taboola, the leading discovery platform, released its global travel report to help marketers understand their competitive advantage and opportunities on the open web. Based on over 8 billion impressions and over 8 million clicks, Taboola’s findings show that Wednesday and Friday are the optimal days of the week to promote travel content and that video campaigns with certain types of content are increasingly effective for travel campaigns. More in-depth data is revealed when looking at specific countries and how people look to discover stories in the travel category. There is also opportunity for travel marketers to better target audiences during the day. While content is high during traditional business hours 9 a.m. to 3 p.m., consumer demand begins a bit earlier at 7 a.m. and stays high until 5 p.m. As a part of this study, Taboola found that not only is video a better format for travel marketers, but that specific topics within the video drive viewability and completion rates. Taboola also analyzed country-specific travel trends. Key findings include: - Australia: Images in color generate a 100 percent higher CTR in Australia than those in black and white, compared to the worldwide average of 61 percent higher. - Brazil: Travel marketers in Brazil running an article post-click should test driving to a video, as the demand is very high and the supply is very low. - France: In France, Sundays are the day with the highest potential, as demand for travel content is very high and supply is very low. - Germany: Travel marketers in Germany running a campaign on desktop devices should consider testing mobile devices, as the demand is similar to desktop and the supply is less competitive. - Mexico: In Mexico, Sundays are the day with the highest potential, as demand for travel content is high and supply is low. Mexico is also second in line in regards to being exposed to the most travel content worldwide; the country has a 12.05 percent impression rate with a 0.14 percent CTR. - Spain: Spain had the most demand for travel content in 2017, with an average CTR of 0.15 percent. Travel marketers in Spain running an article post-click should test driving to a video, as the demand is very high and the supply is very low. - United Kingdom: Images at a distance generate a 285 percent higher CTR than close-up images in the UK, compared to the worldwide average of 65 percent higher CTR. - United States: In the US, early mornings have the highest potential, as travel content is high in demand and low in supply. “The most intuitive place to think about promoting travel opportunities is usually around search as that’s where there is a clear intent for consumers to look for travel,” said Adam Singolda, founder and CEO of Taboola. “While this is still a very important thing to do, the travel vertical in search is a very mature business, and perhaps too late to try and win users’ attention. Our new insights demonstrate the importance of marketers preparing earlier in the year to engage new users with relevant and exciting travel content. This allows them to build relationships with those consumers so that they can communicate directly to them and make relevant and personalized offerings.” For further information on Taboola’s travel findings, download the report here. About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Mexico City, Berlin, Paris, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter.     --- ### Le Figaro, France’s Most Prestigious Daily Newspaper, Seals Exclusive Three-Year Partnership Deal with Taboola, Launching Taboola Feed URL: https://www.taboola.com/press-releases/le-figaro-frances-most-prestigious-daily-newspaper-seals-exclusive-three-year/ Last Modified: 2018-07-03 13:26:58 Major publisher Le Figaro adopts innovative Taboola Feed to boost revenue, engagement and to grow audiences across mobile in France Paris, France – Taboola, the leading discovery platform, today announced an exclusive partnership with Le Figaro — one of France’s most prestigious daily newspapers. Set for a three-year duration, the partnership will see Le Figaro implement Taboola Feed on mobile web and in-app to maximize traffic, to grow subscriber base and drive video views. Le Figaro — which receives 96.7 million site visits each month — launched Taboola Feed, a vertical-scrolling feed that enables users to access content including articles, in-feed video, app downloads, premium content and more on mobile web and in-app. This social-feed like experience is now live on several key media brands including: Le Figaro, Madame Figaro, TV Mag, Sport24, Le Figaro Etudiant, Le Figaro Santé, Evene and Le Figaro Immobilier. “We are constantly seeking ways to drive traffic and improve the user experience across all our sites,” said Bertrand Gié, Head of Pôle News at Le Figaro. “We have been using content recommendation for some time, but were impressed by Taboola’s vision, innovative approach and unparalleled brand safety. Taboola Feed will allow us to drive growth and revenue, and it’s vital that we stay one step ahead by leveraging the latest developing technologies. We are confident that partnering with Taboola will allow us to do just that.” “We are honored by the opportunity to work with an important publication such as Le Figaro, and innovate together in years to come around a superior and beautiful user experience, driving engagement, revenue and audience growth,” said Adam Singolda, CEO and Founder at Taboola. “With consumers in France spending over 140 minutes on their mobile devices every day, there is a massive opportunity to create a brand-safe feed experience for users.” About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Global partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, and The Weather Channel. France partners include: 20 Minutes, L’Express, BFM TV, Eurosport, Ouest-France, Marie Claire, Europe1. A global company with local service touchpoints, Taboola is headquartered  in New York City with offices in Los Angeles, London, Tel Aviv, Paris, Berlin, Mexico City,  New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### HubSpot and Taboola Announce Strategic Partnership, Turning on Content Discovery for 40,000 Brands URL: https://www.taboola.com/press-releases/hubspot-and-taboola-announce-strategic-partnership-turning-content-discovery-40000/ Last Modified: 2018-05-31 13:30:29 Partnership will Integrate Taboola’s Campaign Manager in HubSpot To Allow Brands to Start Campaigns in Real Time NEW YORK--(BUSINESS WIRE)--Today, Taboola, the leading discovery platform, announced a partnership with HubSpot, a leading CRM, marketing, sales and customer service platform. Partners of Taboola and HubSpot will now be able to seamlessly start content marketing campaigns with Taboola through the HubSpot platform. Taboola’s partnership with HubSpot will serve over 40,000 marketers with direct access to Taboola’s content discovery platform. Through the integration, HubSpot users who publish blog posts will be able to define and activate a Taboola campaign straight from the HubSpot platform allowing them to reach new, relevant audiences at scale. Marketers running campaigns will have full control through HubSpot; they can target multiple audiences that fit their products, manage budgets, A/B test creatives via a Taboola integration with Getty Images, and view real-time reports in order to optimize campaign performance and drive high conversions as needed. The partnership comes on the heels of Taboola’s recent announcement that its Self Service platform for marketers grew to nearly $100M run rate in its first year. Taboola’s self service business unit offers cost-efficient and scalable solutions to marketers allowing them to reach 1.4B users globally outside of search and social, placing relevant recommendations on some of the most premium publishers in the world, carrying high editorial value and brand safety. “We are always looking for new ways to help our customers scale - as cost efficiently as possible. Taboola is a platform that so many of our customers are already using and we’re excited to offer them an easy way to streamline their content marketing efforts,” said Kevin Raheja, Director of Strategic Partnerships at HubSpot. “We have integrations with Search and Social, so we were seeking a way to round out our offering with Discovery. Taboola is a great platform that offers massive reach on premium publishers in a brand safe environment.” “Every brand has a story that deserves to be discovered and we’re on a mission to enable as many brands as we can to reach their potential audience effectively and easily,” said Adam Singolda, CEO and Founder of Taboola. “We’re in an era of storytelling, and marketers - big and small - are transitioning from traditional advertising to storytelling. Through Discovery, we are able to offer brands an alternative, outside of Search and Social, and offer even more reach and credibility by getting brands recommended on premium publisher sites.” About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Paris, Berlin, Tel Aviv, New Delhi, Bangkok, São Paulo, Mexico City, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### comScore Report Shows Taboola Reaches Nearly Half of the World’s Internet Users, Company is Projecting over $1 Billion of Revenue in 2018, Hiring over 400 Employees This Year URL: https://www.taboola.com/press-releases/comscore-report-shows-taboola-reaches-nearly-half-worlds-internet-users-company/ Last Modified: 2018-05-07 09:46:51 NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform, announced today that it is projecting over $1 billion in revenue in 2018, while maintaining its profitability. According to comScore Key Measures rankings in December 2017, the company reaches nearly half of the world’s desktop internet users (43.6 percent). Taboola now powers 450 billion recommendations globally each month including video, article and product recommendations. Taboola comScore Worldwide Desktop  Reach December 2017 Google Sites 63.2% Microsoft Sites 49.9% Taboola 43.6% Facebook 39.2% YouTube 37.9% *Data based on comScore total unique users on desktop for digital advertising In the US, where Taboola first launched its discovery platform more than 10 years ago, audience reach increased to 89 percent of all desktop users in December 2017 according to comScore -- an improvement of 17 percent year over year. Additional markets have shown similarly impressive growth with the UK now reaching 86 percent of all desktop users, an improvement of 45 percent year over year. Other markets demonstrating impressive growth according to comScore include Germany, which showed an increase of 75 percent year over year now reaching 63.5 percent of desktop users, and Brazil, which leads the content distribution category for that region reaching 64 percent of desktop users. In France, Taboola’s desktop reach grew to 78.7 percent. Taboola comScore Regional Desktop  Reach December 2017 US 88.8% UK 85.7% Germany 63.5% France 78.7% Brazil 64.3% Mexico 61.3% Australia 67.4% Japan 76.3% *Data based on comScore total unique users on desktop for digital advertising Taboola’s hyper-growth is due to a number of factors, including adoption of its Taboola Feed product, brands buying significantly more video placements in Feed, the growth of its Self Service platform as well as international expansion. Taboola is also doubling down on growing its employee base to 1300 employees by the end of the year. At least 100 new employees will join the engineering team, which now represents about 35 percent of the company workforce. This also includes growing its content review team, who review over a million pieces of content every month to 50 employees dedicated to brand safety. Side by side with Search and Social, Taboola’s Discovery has become an essential strategy for brands to reach quality audiences in the open web on premium publisher sites. The hyper-growth follows several major product announcements from Taboola in the last year that have provided benefits to publishers, brands and consumers alike. In May 2017 Taboola introduced Taboola Feed to the market as the first feed platform on the open web serving relevant and personalized content, video and various experiences users might be interested in discovering next in an infinite scroll. Taboola also introduced Data Marketplace, a platform that surfaces the best performing third party data provider so that marketers can better target specific audiences and optimize towards key performance indicators (KPIs). In January of 2018, the company announced that its Self Service platform grew to a run rate of nearly $100 million just a year after launch. “We are now a decade into our journey to fulfill our vision of becoming ‘The Recommender’ on the Open Web. We want to help users discover things anywhere they may be outside of a walled garden, drive growth to quality journalism and give brands an alternative to Search and Social. It’s been incredible to see a similar value exchange happening between users, publishers and brands around personalization all over the world including APAC, LATAM and EMEA,” said Adam Singolda, founder and CEO at Taboola. “Every brand has a story that needs to be discovered. At the same time, quality journalism needs to find its way to new loyal audiences and thrive in an era where battling for user attention is more challenging than ever. And every consumer should be empowered with information they may like but never knew existed. The past 10 years have been amazing, and I look forward to the next decade.” About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express and The Weather Channel and other major publishers on every continent. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Bangkok, Beijing, Berlin, Hong Kong, Istanbul, London, Los Angeles, Mexico City, New Delhi, Paris, São Paulo, Seoul, Shanghai, Sydney, Tel Aviv, and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Partners with ZTE, One of the Largest Phone Manufacturers in the World, to Bring News Personalization to Android Devices URL: https://www.taboola.com/press-releases/taboola-partners-zte-one-largest-phone-manufacturers-world-bring-news-personalization/ Last Modified: 2018-04-04 12:14:59 Taboola and ZTE form a partnership driving new revenue stream for OEMs and opening a new audience source for premium publishers NEW YORK--(BUSINESS WIRE)--Today, Taboola, the leading discovery platform, announced it will partner with both mobile carriers and Original Equipment Manufacturers (OEMs) to power content discovery on Android mobile devices. Taboola has partnered with ZTE, a leading mobile device manufacturer, to roll out its offering that creates a new revenue stream for the OEM while simultaneously opening a new audience source for Taboola’s premium publisher partners. The partnership marks the first time that ZTE, one of the world’s top ten smartphone manufacturers, will utilize a personalized content news aggregator to drive engagement and revenue. Taboola’s mobile capabilities will help OEMs and carriers expand margins and engage with their users in a relevant and meaningful way. “We create our devices to enable rich experiences that will engage users. From the moment a user wakes their phone, they are looking to engage with something and we want that experience to be personalized and tailored for each user wherever they may be in their day,” said ZTE’s spokesperson. “At the same time, Taboola's compliance with EU's GDPR (General Data Protection Regulations) make it one of the providers to maintain the highest standard for both user experience and privacy protection, which is exactly what ZTE is looking for." Taboola, which acts as a search engine in reverse, is able to use its personalization technology to match users with content they are most likely to be interested in consuming next, now on mobile devices. “I believe the next generation will not look for things, and instead, will live in a world where content, videos and news will be waiting at their fingertips - looking for people. It’s our mission to power Discovery for consumers and curate these experiences so they are tailored for each person,” said Adam Singolda, founder and CEO, Taboola. “We are very excited to partner with ZTE on driving innovation around the next wave of personalization on smartphones. This partnership will open a new channel of Discovery for audiences as well as empower quality publishers and journalism to reach new people at a very unique moment on their mobile devices, when they are most open to consuming content.” --- ### Trusted Media Brands Expands Partnership with Taboola URL: https://www.taboola.com/press-releases/trusted-media-brands-expands-partnership-with-taboola/ Last Modified: 2018-01-25 11:32:01 NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform, today announced a strategic partnership with Trusted Media Brands to bring Taboola Feed to its audiences in the U.S. and Canada. The deal builds on an existing partnership between Taboola and Trusted Media Brands with the goal of generating increased engagement and revenue across its websites in the U.S. and now Canada. Under the partnership, Trusted Media Brands will launch Taboola Feed on its digital network, which includes iconic brands such as Taste of Home, the world’s largest circulation food media brand; Reader’s Digest across US and Canada; Construction Pro Tips; The Family Handyman; and Selection.ca. Taboola Feed serves sponsored content, video and organic recirculation in a continuous feed of ‘cards’ that appear below articles, similar to social feeds. Since rolling out Taboola Feed in November, Trusted Media Brands has already seen an increase in its RPM/Pageviews/Engagement metrics. “Native advertising is paramount to our digital strategy for both growing revenue and audiences. We tapped Taboola because their platform helps us create truly personalized experiences that engage our audiences to spend more time on our sites as well as engaging with our content,” said Vince Errico, Chief Digital Officer. “The innovation of the Taboola Feed helps Trusted Media Brands provide a brand safe environment for our users to engage with both organic and sponsored content at the moment they are deciding what content to consume next.” “We’re excited to work with the Trusted Media Brands team on our new Taboola Feed platform, bringing experiences users already like from social networks outside of the walled gardens and into the open web,” said Adam Singolda, founder and CEO at Taboola. “The value of improving user experience with Taboola Feed is a meaningful revenue and engagement opportunity to grow with video, and other innovative in-feed formats such as utility cards, games, surveys, newsletters and others.” The deal follows recent partnerships around the globe of Taboola Feed including New York Daily News, BT, and El Universal earlier this year. Taboola acts as a search engine in reverse, analyzing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to turn to search or social to find interesting content to consume, Taboola powers information to find people at a time when they are most likely to engage. About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express and The Weather Channel. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Partners with Reddit to Update Newsroom with Real-Time Insights on Trending Content URL: https://www.taboola.com/press-releases/taboola-partners-with-reddit-to-update-newsroom-with-real-time-insights-on-trending-content/ Last Modified: 2017-10-05 10:44:13 NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform, today announced a strategic partnership with Reddit, the home for conversation online with more than 330 million monthly active users, to offer deeper insights on trending content. Editorial teams at leading publishers using Taboola Newsroom will now be alerted when their stories start trending on Reddit and will have the ability to participate seamlessly in trending threads related to their stories. Taboola Newsroom empowers editorial teams with actionable data about the performance of story headlines, thumbnails and story placements in real-time. The platform also provides editors with unique insights on trending topics from Taboola’s Network. As of today, Reddit insights are integrated into Newsroom, enabling journalists to see when Reddit conversations and engagement around their content starts trending or increases significantly. In turn, editorial teams using Taboola Newsroom can tap into the Reddit thread directly. The integration with Reddit began several months ago and has already proved a valuable tool for Taboola Newsroom users. As an example, a recent story about Heisman trophy contenders by a leading news publisher, generated hundreds of comments and upvotes. Taboola Newsroom alerted the publisher that this thread was gaining traction on Reddit. As a result of the Newsroom alert, the social editor and reporter could track and participate in the conversation as it was happening. “Reddit is known as the source of breaking news and trending topics with billions of monthly page views, hundreds of millions of monthly comments and 330 million monthly active users,” says Alex Riccomini, director of business development and media partnerships at Reddit. “Because our engaged user base is often the first to start meaningful conversations about news online, we anticipate the Taboola partnership will be extremely valuable for editors and newsrooms looking to uncover content trends and track the resonance of their own content within Reddit communities.” “Data was a fad for a long time, people spent more money on it than they earned. We now have an opportunity to use data in an actionable way, and drive growth to our business and to our customers. We are thrilled to enrich editors with invaluable insights about stories and readers,” said Adam Singolda, founder and CEO, Taboola. “Our partnership with Reddit marks an important step in this journey, enabling our publisher partners using Newsroom to pick up a conversation in real time and participate in it.” About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, São Paulo, London, Istanbul, Tel Aviv, Bangkok, Beijing, Shanghai, Tokyo, Seoul, New Delhi and Sydney. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Reddit Reddit, dubbed “the front page of the Internet”, is the home of conversation online. Communities are built around users submitting, voting and commenting on content, stories and discussions centered around their passions. With more than 330 million global users monthly, Reddit is home to the most open and authentic conversations on the Internet. For more information, visit about.reddit.com. --- ### Announcing Taboola Data Marketplace, Working with Oracle Data Cloud, Neustar, Acxiom, Bombora, and Others to Optimize Audience Targeting For Brands URL: https://www.taboola.com/press-releases/announcing-taboola-data-marketplace-working-oracle-data-cloud-neustar-acxiom-bombora/ Last Modified: 2017-09-27 13:32:00 NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform, today launched Data Marketplace, debuting the availability of third party data within the Taboola platform. Oracle Data Cloud, Neustar, Acxiom, and Bombora are among the first providers and key partners. Marking another step in advance audience targeting, Taboola Data Marketplace empowers marketers with seamless and transparent access to the world’s best data companies; offering data to help reach relevant consumers at scale. Taboola Data Marketplace surfaces the best performing third party segments to reach audiences in the Taboola Publisher Network. Armed with data and insights, marketers will now better be able to start additional campaigns targeting specific audiences and optimize towards key performance indicators (KPIs). This transparent and easy system allows marketers to leverage the segments that drive ROI most effectively in a seamless way. The Data Marketplace is uniquely performance-based, allowing brands for the first time to only pay for data layered onto campaigns based on performance results rather than on usage. “As brands and marketers seek to reach users throughout the customer journey, the ability to leverage third-party data with a few clicks becomes paramount to effectively reaching audiences at scale,” said Adam Singolda, CEO and founder of Taboola. “We place tremendous value on the work with Oracle Data Cloud, Neustar, Acxiom, and Bombora as our launch providers and partners, and intend to collaborate with every meaningful data partner in the world, so our marketers have the ability to layer data into their Taboola campaigns. Imagine a world where every campaign has at least one data layer attached to it, enabling brands and advertisers to unlock loyal customers they never reached before.” “In marketing, quality data connected to the right people is the name of the game, and Oracle Data Cloud gives Taboola marketers the scale and accuracy of the world’s largest audience data marketplace along with the built-in identity capability of the Oracle ID Graph,” said Kevin Whitcher, Senior Director of Product Management, Oracle Data Cloud. “By reaching the right relevant audiences at scale on Taboola, marketers can maximize the return on their investment and help ensure that their campaigns drive the sales and results that matter.” “Advertisers who access AdAdvisor audiences through the Taboola data marketplace can build rich custom audiences and activate them consistently for digital ad targeting, ensuring they reach the same people, places and things across the entire marketing campaign,” said Julie Fleischer, Vice President, Product Marketing, Neustar. “Account Based Marketing is now table stakes for B2B advertisers. With Bombora’s Intent data fueling Taboola campaigns, those advertisers can now reach their target business buyers that are most interested and most likely to engage,” said Greg Herbst, VP of Audience Solutions for Bombora. Each data partner offers specific insights across industries and consumer types to offer opportunities to increase campaign performance. Brands will have complete visibility into which data segments and data suppliers work most effectively within their budget. The first providers and partners include: Oracle Data Cloud operates the world’s largest audience data marketplace, powered by the industry’s best data science in the Oracle ID Graph and leveraging more than $3 trillion in consumer purchase data. Oracle Data Cloud’s data network includes more than 15 million websites worldwide, as well as 1,500 of the largest online and offline data providers. By using Oracle data, Taboola brands and advertisers can use the strength of the Oracle Data Cloud’s demographic and interest data to reach their current and potential customers. Neustar is a leader in identity science with one of the industry’s most authoritative sources of data, connecting offline and online behaviors to form a singular view of the consumer. Neustar AdAdvisor Audiences provide Taboola’s clients with over 20,000 offline and online predictive attributes derived from data sources, such as market research, retail purchase behavior, loyalty card programs and national panel data, to reach consumers most predisposed to a brand, product or service. Neustar AdAdvisor Audiences can help advertisers find the best potential prospects online at massive scale. Acxiom’s InfoBase gives marketers the customer and prospect information to make smarter, faster marketing decisions. With the most accurate, comprehensive, up-to-the-minute data available anywhere, marketers can better understand their best customers — and find more like them, whether it’s via targeted digital display ads, addressable TV, social media, mail, email or phone. The same great data that has powered “offline” targeted marketing efforts for decades can also be used online, while protecting consumer privacy and anonymity. In addition, Acxiom’s also Personicx segmentation product provides insights for predefined audience segments with similar needs and attitudes. These segments can be used alone or with other segments for more precise targeting. Bombora is the leading provider of intent data for B2B marketers. Bombora's data aligns marketing and sales teams, enabling them to base their actions on the knowledge of what companies are in market for which products. The source of this data is the first co-operative of premium B2B media companies. Members contribute content consumption and behavioral data about their audiences. In turn, they can better understand their audiences, serve advertisers and monetize their inventory. Learn more about Bombora at bombora.com. Taboola acts as a search engine in reverse. Instead of expecting people to look for information, Taboola surfaces relevant and personalized information to people at the right time. Its predictive engine analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next, generating more than one billion moments of discovery (clicks) each month. About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, São Paulo, Istanbul, Tel Aviv, Bangkok, Beijing, Shanghai, Tokyo, Seoul, New Delhi and Sydney. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. Trademarks Oracle and Java are registered trademarks of Oracle and/or its affiliates. --- ### Taboola Receives Trustworthy Accountability Group (TAG) Independent Verification, Ensuring Brand Safety For Marketers URL: https://www.taboola.com/press-releases/taboola-receives-trustworthy-accountability-group-tag-independent-verification/ Last Modified: 2017-09-14 11:49:17 NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform, today announced completing the “Verified by TAG” process and receiving a TAG-ID from the Trustworthy Accountability Group (TAG). TAG is a first-of-its-kind cross-industry accountability program intended to create trust within the digital ad and content recommendation industries to eliminate fraud, malware and piracy while promoting brand safety and transparency. Taboola Receives @tag_today Verification, Ensuring Brand Safety For Marketers Tweet this As part of a series of investments that Taboola has made in brand safety, Taboola worked with TAG for verification to offer brands and agencies an added layer of transparency. Companies that complete the “Verified by TAG” process receive a TAG-ID - which is a unique, global and persistent identifier that enables partners to verify legitimacy and reputation. In addition to the TAG process, Taboola offers direct control over campaign placement and negative keyword targeting - meaning brands can choose not to appear in articles that mention specific content. “We think it’s important for all companies involved in the digital advertising supply chain to participate in a transparent verification process,” said Mike Zaneis, President and CEO, Trustworthy Accountability Group. “Taboola, as a leader in content recommendation, working with many of the premium sites in the world, has taken an important step towards delivering a safe environment for brands online.” “Brands and marketers are prioritizing strategies towards ensuring brand safety when reaching audiences digitally. In light of all the craziness out there, there is a massive opportunity for premium publishers to offer a safe experience, adjacent to high quality editorial content and garner meaningful native and video budgets from top brands,” said Adam Singolda, CEO and founder, Taboola. “As a company, Taboola will continue to invest in brand safety efforts and TAG’s certification programs are an important milestone for us as the industry evolves.” Taboola acts as a search engine in reverse. Instead of expecting people to look for information, Taboola surfaces relevant and personalized information to people at the right time. Its predictive engine analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next, generating more than one billion moments of discovery (clicks) each month. About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, São Paulo, London, Istanbul, Tel Aviv, Bangkok, Beijing, Shanghai, Tokyo, Seoul, New Delhi and Sydney. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Trustworthy Accountability Group The Trustworthy Accountability Group was created to foster transformational improvement at scale across the digital advertising ecosystem, focusing on four core areas: eliminating fraudulent traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency. For more information on TAG, please visit tagtoday.net. --- ### Taboola Partners with Getty Images to Provide Marketers with Opportunity to Make Creative Testing Easier URL: https://www.taboola.com/press-releases/taboola-partners-getty-images-provide-marketers-opportunity-make-creative-testing/ Last Modified: 2025-09-09 06:40:26 NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform for marketers and publishers, today announced a new partnership with Getty Images, a world leader in visual communications, that will make it quick and easy for Taboola clients to pair high-quality, impactful images with their content discovery campaigns. As Taboola clients upload content within the Taboola platform, they will automatically receive suggestions through Getty Images that relate to the page, product, or app they want to promote across the web. Marketers can then refine the image options by adding or removing keywords to generate more relevant suggestions. Taboola encourages marketers to test multiple headlines and images within a campaign to see which combination generates the most engagement and conversions. By instantly providing numerous image alternatives, this new feature will make creative testing even easier for Taboola clients. “We want every Taboola campaign to be both simple to launch and as successful as possible,” says Adam Singolda, CEO and Founder at Taboola. “Our partnership with Getty Images will make it quick and seamless for marketers to choose from among an array of high-quality, relevant images for each campaign; test and optimize those images for performance; and maximize results.” Getty Images’ deep and diverse image collection will help Taboola marketers create the most effective and engaging campaigns to reach their marketing goals. “Consumers are more visually literate than ever, making it crucial the right images are selected to land your message in today’s noisy consumer environment,” says Michael Dreyer, Senior Director Business Development at Getty Images. “As the industry leader for over 20 years, Getty Images is home to a depth and breadth of powerful content that is second to none and through this partnership Taboola clients will have efficient and curated access to 80 million of these premium still images and illustrations.” This service is now available to Taboola users globally and at no additional cost. About Getty Images: Getty Images is the most trusted and esteemed source of visual content in the world, with over 200 million assets including photos, videos, and music, available through its industry-leading sites www.gettyimages.com and www.istockphoto.com. The Getty Images website serves creative, business and media customers in almost 200 countries and is the first-place people turn to discover, purchase and share powerful visual content from the world’s best photographers and videographers. Getty Images works with over 200,000 contributors and hundreds of image partners to provide comprehensive coverage of more than 130,000 news, sport and entertainment events, impactful creative imagery to communicate any commercial concept and the world’s deepest digital archive of historic photography. Visit Getty Images at www.gettyimages.com to learn more about how the company is advancing the unique role of still and moving imagery in communication and business, and enabling creative ideas to come to life. For company news and announcements, visit our Press Room, and for the stories and inspiration behind our content, visit Stories & Trends. Find Getty Images on Facebook, Twitter, Instagram, LinkedIn, Pinterest and Tumblr, or download the Getty Images app where you can explore, save and share the world’s best imagery. About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to more than 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, São Paulo, London, Istanbul, Tel Aviv, Bangkok, Beijing, Shanghai, Tokyo, Seoul, New Delhi and Sydney. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com, and follow @taboola on Twitter. --- ### Taboola Partners with AdRoll, Bringing 35,000 Advertisers to Taboola’s Large Native Exchange URL: https://www.taboola.com/press-releases/taboola-partners-with-adroll-bringing-35000-advertisers-to-taboolas-large-native-exchange/ Last Modified: 2017-08-09 11:25:57 NEW YORK--(BUSINESS WIRE)--Taboola®, the leading global discovery platform, today announced a strategic partnership with AdRoll, the performance marketing platform. The partnership will enable AdRoll to bid programmatically on Taboola’s native exchange. This will open access to Taboola’s premium publisher marketplace for AdRoll’s network of 35,000 customers worldwide. The collaboration will provide new opportunities for AdRoll’s brands looking to reach audiences through native placements on premium publisher websites around the globe. Taboola reaches over 1 billion global users, serving 450 billion recommendations monthly enabling brands to be discovered. Shoes of Prey, a premium women’s footwear designer that runs campaigns via AdRoll and Taboola, uses native advertising to increase brand awareness and bring new traffic to its website. "Our customers engage with our brand on multiple devices and platforms," said Stephanie Krueger, senior marketing manager at Shoes of Prey. "We wanted to create a seamless experience, regardless of device or the places users visit online. Native advertising is an important element of our full-funnel marketing strategy." “Native advertising has become a promising channel for marketers and is helping improve the way people engage with brands,” said AdRoll VP of Product Greg Fulton. “Taboola is a great partner for us because they offer the largest native exchange on the open web. We can now better help brands attract new prospects and retain customers at scale.” “I’m truly excited to partner with Aaron Bell and the AdRoll team to give 35,000 new businesses the opportunity to be placed natively in a trusted, safe, and credible environment on some of the most innovative publishers in the world,” said Taboola Founder and CEO Adam Singolda. “The opportunity for a brand to be recommended to the right user at that magical moment when the user is about to make a decision can drive awareness, consideration, purchase of products and even loyalty. This is an exciting day.” About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About AdRoll AdRoll is a leading performance marketing platform with over 35,000 clients worldwide. Its suite of high-performance tools works across devices, helping businesses attract, convert, and grow their customer base. The company is home to the world's largest opt-in advertiser data co-op, the IntentMap™ with over 1.2 billion digital profiles. AdRoll’s goal is to build the most powerful marketing platform through performance, usability, and openness. AdRoll is headquartered in San Francisco, with offices in New York, Tokyo, London, Dublin, and Sydney. Learn more at www.adroll.com. --- ### Taboola Launches “News Feed”, Bringing Continuous-Scroll Experience To The Open Web, Recommending Content, Video, Products And More URL: https://www.taboola.com/press-releases/taboola-launches-news-feed-bringing-continuous-scroll-experience-open-web/ Last Modified: 2017-05-24 12:13:44 Partners with New York Daily News as Launching Partner for “Taboola Feed” May 24, 2017 - Taboola, the leading content discovery platform, today launched the Taboola Feed - a continuous-scrolling feed that is a completely new content discovery experience for advertisers and publishers. Users will now be able to scroll infinitely after reading an article to discover various information including content, in-feed videos, products, app downloads, and more.  Taboola also announced New York Daily News as the first publisher partner to test and implement Taboola Feed on its mobile and desktop pages. Taboola, which currently reaches 1 billion users a month globally, launched this technology to address content consumption habits derived from social media. Taboola Feed provides meaningful value to consumers who are already adapted to a similar experience on social networks, where they currently spend significant time. New York Daily News and other publishers using the Taboola Feed have already seen an increase in revenue and engagement simultaneously. In turn, Taboola Feed offers advertisers an opportunity to reach audiences in a targeted way -- leveraging the same formats that are available at scale on social networks but  -  adjacent to safe and quality editorial content. The interface of the Feed surfaces ‘cards’ of different information and formats. The publisher has full control over which cards should be organic (recirculating their own editorial content) and which cards should be sponsored (paid by a marketer, sponsored content, in-feed video, products, apps, etc). The intent is to encourage readers to spend more time on site and within the publisher’s own environment, while continuing to serve content they may be interested in consuming next. Since employing the Taboola Feed on its pages last month, New York Daily News has seen an uplift in revenue of 26 percent, and engagement of 40 percent on mobile. “User behavior evolves as digital environments evolve. Social media platforms have accustomed readers to the behavior of continuous-scrolling,” said Grant Whitmore, Executive Vice President, Digital, at New York Daily News. “The Taboola Feed mirrors that experience and brings an engaging environment to each article page that was previously only available on social media. We are excited to work with Taboola to pioneer the next evolution of the open web.” “Imagine an experience like Instagram or Facebook that starts when an article ends on your favorite website. I could not be more excited to completely revolutionize our entire front-end product line on the 10th year of our journey. This marks the end of the “widget economy” and an opportunity to finally streamline the competing priorities publishers have waged for users’ attention throughout their site,” said Adam Singolda, CEO and founder of Taboola. “I’m particularly grateful to have the chance to work with Grant and the team at New York Daily News on this innovative revolution, and I’m confident the internet will look markedly different in years to come, starting with the change we have announced today.” The new Taboola Feed experience will better enable brands to convey messaging to highly-valued customers on both desktop and mobile and engage in a brand-safe environment. Currently, while social platforms provide high engagement due to format and data, content marketers have very little choice of where their content and videos may appear.  The Taboola Feed offers a similar integrated experience - including data to target the right audiences and global -- but placed next to premium and brand safe editorial content. “I believe the user experience of the open web has to change, and become integrated, evolving from widgets appearing at the top, in mid article, along the right rail and at the bottom of article. -  We have a lot to learn from social networks on that front,” continued Singolda. “I also believe advertisers need to have both amazing formats and the ability to target the right audience -- while appearing natively on the best sites and content in a safe environment. Taboola Feed is just the beginning in serving this mission - to deliver scale with brand safety.” About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Seoul, Istanbul, Sydney and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Announces Global Self Service Business Has Grown to Nearly $100M Run Rate in Its First Year URL: https://www.taboola.com/press-releases/taboola-announces-global-self-service-business-has-grown-nearly-100m-run-rate-its/ Last Modified: 2017-05-24 11:19:06 NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform, announced today that its self service platform has now reached a run rate of nearly $100M just a year after it was released in Q4 of 2016. The new business unit empowers marketers all over the world with simple access to a billion consumers on thousands of Taboola’s publisher partners across the open web. The platform is leveraged by thousands of entrepreneurs and business owners to build awareness, drive engagement, and eventually create growth for their businesses. Taboola attributes the quick success of its self service business unit to the relevant offering and the performance it provides for marketers. Businesses need a cost-efficient and scalable solution to reach new audiences outside of search and social, which have become relatively crowded and competitive channels. “When we first started eSalon, our aim was to disrupt the beauty salon industry by offering customized hair color at a fraction of the cost of in-salon treatments. For the last five years, Taboola has been an instrumental part of our growth, disrupting a $2 billion industry that had been monopolized by two giants,” said Francisco Gimenez, CEO and co-founder of eSalon. By promoting relevant content through the Taboola Platform, small and medium business owners can leverage the reputable environment of premium publishers to introduce their business to users in an engaging, native ad unit. “Taboola is on so many of the world’s premium websites. We want people to see our content and think ‘that’s a solution that fits our needs,’ and Taboola is incredibly important to us as we go on to our next step,” says Davies Roberts, Founder of Flare Audio, a company that delivers sound without distortion through innovative headphone and speaker technology. Taboola’s Self Service platform offers marketers and advertisers full control of campaigns; they can target multiple audiences that fit their products, manage budgets, A/B test creatives via an integration with Getty Images, and view real-time reports in order to optimize campaign performance as needed. “We are always looking for ways to find new, quality users, and Taboola has a really easy way of targeting the right users to bring them to your content,” explained Mary J. Kim, Senior Online Marketing Manager, Goodgame Studios, one of the fastest growing gaming companies in the world. “The native layout is important because people are getting bombarded with different ads. When you make it more relevant for them, the user experience is much more fluid.” Taboola is planning to continue to invest heavily in its self service platform with new targeting and reporting capabilities. In 2018, one of the platform’s core goals is to create features that help automate the campaign management process. “There is something magical about discovering something new,” said Adam Singolda, founder and CEO of Taboola. “We want to make it more accessible for entrepreneurs and small businesses to capture those moments when users are open to discovering new products and services for the first time. Marketers deserve options outside of the familiar walled gardens. To hear Davies Roberts speak about his dream business being discovered in a world where big headphone brands already exist, is music to my ears.” About Taboola Taboola is the leading discovery platform, serving over 450 billion recommendations of articles, blogs, videos, products and apps to over one billion unique users every month on thousands of premium sites and mobile carriers. Publishers, brand marketers, and performance advertisers leverage Taboola to retain users on their sites, monetize their traffic, and distribute organic and sponsored content as well as video to engage high-quality audiences. Partners include: USA TODAY, Huffington Post, MSN, Business Insider, The Independent, Welt, L’Express and The Weather Channel and other major publishers on every continent. A global company with local service touchpoints, Taboola is headquartered in New York City with offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Istanbul, Seoul, Sydney and Tokyo. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola and Bloomberg Agree to Three Year Renewal URL: https://www.taboola.com/press-releases/taboola-and-bloomberg-agree-to-three-year-renewal/ Last Modified: 2017-04-20 13:36:02 Deal Powers Discovery In Mobile Native App For First Time NEW YORK — Taboola, the leading discovery platform, today announced a partnership extension with Bloomberg, the global business and financial information and news leader. Under the renewal, Taboola’s personalized video and editorial recommendations will continue to appear on desktop and mobile web, and will now be integrated into Bloomberg’s mobile app platform for the first time. Bloomberg currently reaches an audience of 16 million desktop visitors and 25 million mobile users each month. “Our industry is going through a transition where it’s divided between walled gardens and the open web. Our mission and passion remains in connecting people with information they may like and never knew existed wherever they are, and partnering with publishers to drive meaningful growth around engagement, audience and monetization in the open web,” said Adam Singolda, founder and CEO at Taboola. “We are thrilled to work with the Bloomberg team, continuing to partner and innovate ways to enable Bloomberg to fulfill their mission to deliver data, news and analytics through innovative technology, quickly and accurately.” Taboola acts as a search engine in reverse. Instead of expecting people to look for information, Taboola surfaces relevant and personalized information to people at the right time. Its predictive engine analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next, generating more than one billion moments of discovery (clicks) each month. About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, São Paulo, London, Istanbul, Tel Aviv, Bangkok, Beijing, Shanghai, Tokyo, Seoul, New Delhi and Sydney. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Launches First Foray Into People-Based Marketing Via Partnership with LiveIntent URL: https://www.taboola.com/press-releases/taboola-launches-first-foray-people-based-marketing-partnership-liveintent/ Last Modified: 2017-03-30 11:24:16 Partnership Lets Brands and Marketers Leverage Taboola’s Content Recommendations and Native Units to Reach People-Based Audiences Available in LiveIntent’s Platform, Driving Massive Monetizaton for Publishers in the Email Channel Today, Taboola, the leading discovery platform, announced an exclusive partnership with LiveIntent, the platform that delivers people-based marketing to 160mm unique people every month, the third largest logged-in environment outside of Facebook and Google, reaching 170mm (across LiveIntent’s platform, the web, and in app). In response to customer requests, partners of LiveIntent and Taboola will now be able to bring the power of tailored content recommendations into the logged-in, people based medium of the email newsletter channel. The partnership marks the first time that LiveIntent, which currently serves over 160 million unique people who open and consume three billion email newsletters per month via 1,600 top US publishers and brands, will utilize content discovery. Together, LiveIntent and Taboola will exchange and leverage powerful anonymized data to deliver personalized communications to customers allowing advertisers to better engage with consumers. “Delivering a top notch user experience is our primary goal,” said Matt Keiser, LiveIntent Founder and CEO. “Monetization is a secondary concern for our customers. Publishers were not happy with the content recommendations solutions in the market. After a yearlong diligent vetting process, we learned that Taboola was the only company that had the tools and policies to deliver the performance and quality our brands demand.” The integration is an expansion of Taboola’s robust Discovery platform, making it unique in its strategic offering to editors, video teams and product teams in a publisher’s organization and relevant to all platforms, including desktop, mobile, in-app and now, newsletters. Taboola, which acts as a search engine in reverse, analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Under the partnership, Taboola will be serving a customized user experience for email campaigns. Instead of expecting people to know what to search for, relevant information and content will be surfaced to consumers within emails, at a time they are most likely to engage. As part of this partnership, LiveIntent leverages its identity graph to equip Taboola’s customers to take full advantage of the valuable intent from Taboola’s billions of pageviews globally. The LiveIntent graph connects the Taboola consumer intent data to LiveIntent’s mobile email inventory, just like customers do with Facebook and other premium inventory sources. This partnership enables brand marketers using Taboola to reach their intended audiences in premium, mobile, fraud-free inventory. This solution provides a targeted, people-based way to extend a brand’s relationship with its audience, irrespective of device. “In this attention economy, it’s mission critical to serve content that is relevant and tailored to users interests. To do that successfully, we have to double down on getting to consumers in a better way through data and insights,” said Adam Singolda, founder and CEO, Taboola. “We are very excited to partner with the LiveIntent team on driving innovation around the intersection of emails, engaged consumers and personalized content recommendations - soon available to our marketers around the world. This will open a new channel to our current marketers to reach new people at a very unique moment through LiveIntent, serving people with content they may like but never new existed.” About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Seoul, Istanbul and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About LiveIntent LiveIntent delivers people-based marketing programs that connect brands to their most essential customers at every point in the customer journey. The company’s platform transforms traditional advertising to marketers by utilizing identity in the form of 160mm logged-in people, driven through key relationships with 1600-plus publishers. The company was recognized for the past three years as one of NYC’s fastest growing companies (by Crain’s) and as one of America’s Most Promising Companies (Forbes 2015.) LiveIntent is headquartered in New York City, with offices across the United States and Europe. For more information, visit www.liveintent.com. --- ### Taboola Announces Native and Video Advertising Integration with The Trade Desk URL: https://www.taboola.com/press-releases/taboola-announces-native-and-video-advertising-integration-trade-desk/ Last Modified: 2017-03-22 12:08:15 Global Partnership Empowers Marketers to Scale Programmatic Native and Video Campaigns To Reach Over 1 Billion Users in 50 Markets NEW YORK--(BUSINESS WIRE)--Taboola®, the leading global discovery platform, today announced its integration with The Trade Desk, Inc. (Nasdaq: TTD), a global technology for buyers of advertising. The collaboration enables The Trade Desk’s global advertisers to programmatically buy premium video and native placements across the largest content discovery platform in the world, reaching 1 billion users monthly. This partnership brings together the largest source of open web native supply on desktop and mobile with advertising campaigns from global agencies and brands. Marketers are continuing to embrace a programmatic approach to digital marketing as the most efficient mechanism of buying inventory. According to eMarketer, programmatic digital ad spending is expected to reach $38.5 billion across desktop, mobile and video by 2020. Customers of The Trade Desk gain access to Taboola’s supply of premium publisher placements, which according to comScore reaches 70 percent of the US users across mobile and desktop platforms, and a third of global internet users. “Native advertising, executed programmatically, is proven to deliver a relevant, engaging and non-intrusive advertising experience for consumers,” said Joel Livesey Director of Partnerships, EMEA at The Trade Desk. “Our integration with Taboola provides our advertisers with even more ways to foster meaningful connections and further scale native as an integrated part of their overall digital marketing plan.” “Helping people discover things they may like and never knew existed, at the right moment, is at the heart of what we do. We aim to enable top brands to engage with their customers in an organic and invitation-based way,” said Adam Singolda, founder and CEO at Taboola. “We’re excited to work together with The Trade Desk team to expand our discovery platform to new partners and empower brands to integrate video and native content, programmatically.” About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Seoul, Istanbul, Sydney and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About The Trade Desk The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United States, Europe, and Asia. --- ### Televisa, the Largest Media Company in Latin America, Taps Taboola to Power Content Discovery for the First Time URL: https://www.taboola.com/press-releases/televisa-largest-media-company-latin-america-taps-taboola-power-content-discovery/ Last Modified: 2017-03-16 12:18:19 elevisa signs exclusive deal with Taboola to implement content discovery and recirculation for video and articles NEW YORK--(BUSINESS WIRE)--Taboola, the leading discovery platform, today announced an exclusive strategic alliance with Televisa, the largest mass media company in Mexico and Hispanic America. Under the agreement, Televisa integrated Taboola’s high-impact content recommendation platform with the goal of increasing revenue through sponsored content and video as well as driving engagement through on-site personalization. The alliance represents the first time Televisa has implemented content recommendation as part of its monetization strategy. It will utilize Taboola’s predictive algorithmic technology to serve high quality, personalized content in the form of both editorial and video recirculation to its audiences online. According to eMarketer, 65 percent of people access the internet while simultaneously watching TV in Mexico. The collaboration between Taboola and Televisa, projecting 60 million page views per month, also further illustrates Taboola’s growing global adoption in Mexico and follows a recent deal with El Universal. “As digital media consumption continues to grow more prominent in Mexico, the need to expand our business online -- beyond broadcast -- is more important than ever before. Taboola was the best partner for us given their emphasis on user experience and relevance, which is key to Televisa and our audience,” said Ricardo Carvajal, Digital Managing Director of Televisa. “Content recommendation is a new strategy for us and Taboola has helped us navigate the integration seamlessly. They also have a suite of editorial tools that we look forward to using to better inform our journalists.” Taboola acts as a search engine in reverse, analyzing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to know what to search for, relevant information and content is surfaced to consumers as they browse they web, at a time when they are most likely to engage. “Televisa is one of the most impressive media companies in the world, with creation and distribution capabilities in Mexico that extend to reach the entire Latin American population,” said Adam Singolda, founder and CEO of Taboola. “In the battle for user attention, we could not be more thrilled to join Televisa on their journey to bring their high quality content to consumers around the world in a personalized way.” About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai, Seoul, Istanbul, Sydney and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Televisa Televisa is a leading media company in the Spanish-speaking world, an important cable operator in Mexico and an operator of a leading direct-to-home satellite pay television system in Mexico. Televisa distributes the content it produces through several broadcast channels in Mexico and in over 50 countries through 26 pay-tv brands, and television networks, cable operators and over-the-top or “OTT” services. In the United States, Televisa's audiovisual content is distributed through Univision Communications Inc. ("Univision") the leading media company serving the Hispanic market. Univision broadcasts Televisa's audiovisual content through multiple platforms in exchange for a royalty payment. In addition, Televisa has equity and warrants which upon their exercise would represent approximately 36% on a fully-diluted, as-converted basis of the equity capital in Univision Holdings, Inc., the controlling company of Univision. Televisa’s cable business offers integrated services, including video, high-speed data and voice services to residential and commercial customers as well as managed services to domestic and international carriers through five cable Multiple System Operators in Mexico. Televisa owns a majority interest in Sky, a leading direct-to-home satellite pay television system in Mexico, operating also in the Dominican Republic and Central America. Televisa also has interests in magazine publishing and distribution, radio production and broadcasting, professional sports and live entertainment, feature-film production and distribution, and gaming. --- ### Taboola Signs 3-Year Exclusive Renewal Agreement with India Today, Expanding Partnership To Full Platform Integration URL: https://www.taboola.com/press-releases/taboola-signs-3-year-exclusive-renewal-agreement-india-today-expanding-partnership/ Last Modified: 2017-02-23 13:37:01 India’s Most Diversified Media Group Taps Taboola To Drive Engagement, Revenue and Audience Development NEW YORK & NEW DELHI--Taboola, the world’s leading discovery platform, today announced an exclusive, 3-year renewal agreement with India Today. Under the agreement, India Today will be integrating Taboola’s personalized content recommendations, Full Page Personalization, Newsroom and Audience Exchange with the goal of driving user engagement, audience development and revenue. India Today Group is India's leading and most diversified media conglomerate with magazines, newspapers, books, radio, television, print and internet. India Today first partnered with Taboola in January 2014 with the initial goal of introducing high quality native advertising to consumers, whereby in the new agreement Taboola will work hand in hand with India Today to integrate its full Discovery platform across desktop and mobile devices. The partnership will leverage Taboola’s suite of platform capabilities. In addition to continuing to serve sponsored content recommendations, India Today will launch Taboola’s Personalization in an effort to increase onsite user engagement. India Today’s properties will also utilize Taboola’s “audience exchange” architecture, which empowers publisher teams to strategically manage and optimize the flow of traffic across the India Today network, driving users to relevant off-site content and high-value video pages. “We want to double down on serving content that is tailored to users interests and behaviors, so our readers remain engaged and excited about what they are reading,” said Kalli Purie, Group Editorial Director (Broadcast & New Media), India Today Group. “Taboola has already helped us achieve success, we look forward to working towards our goal of driving increased user engagement and audience development.” “India continues to be one of our fastest growing markets with content consumption and mobile growth on a steady rise. We are humbled to be working with the India Today team in years to come on integrating Taboola’s Discovery platform, and go ‘beyond the widget’ to find meaningful growth around engagement, audience and revenue,” said Adam Singolda, founder and CEO of Taboola. “Especially in light of massive mobile growth in the Indian market, we’re even more excited to work together on connecting people with content they may like and never knew existed.” Taboola acts as a search engine in reverse. Instead of expecting people to search for information, Taboola helps information find people at the right time in the form of recommended content. Its predictive engine analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Media consumption in India is on a steady rise and the country has remained a key priority for Taboola, which has established partnerships with several Indian publishers including Times of India, NDTV, Jagran, Bhaskar, Aajtak, Amarujala, Rediff and Deccan Chronicle. The announcement of India Today follows several recent wins by Taboola with leading publishers globally including Entrepreneur.com, El Universal, and Blasting News. About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Shanghai, Beijing, Seoul, Istanbul, and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About India Today Group Digital India Today Group Digital is the digital division that handles all the Online and Mobile Marketing activities of the India Today Group brands. ITGD’s multimedia operations extend from our flagship magazines India Today & Business Today, to the leading television news channels Aaj Tak & India Today Television including the Indian editions of international power brands like Cosmopolitan, Harper Bazaar and many more. ITGD has also created a first of its kind comprehensive women’s portal oddnaari.in which celebrates women who break convention, cannot be straitjacketed, and want to read a wide variety of stories. The objective of the Group is to make successful offline properties relevant in the digital era, ensuring that the premium multimedia content of the India Today Group is available in all digital formats and across devices viz iOS, Android, BlackBerry, Windows, etc. India Today Group websites include indiatoday.in, aajtak.in, businesstoday.in, oddnaari.in, cosmopolitan.in, iChowk.in, DailyO.in, theLallantop.com, mailtoday.in, and many others. India Today Group has been instrumental in pulling in millions of online audiences. The Group also has a vast presence on social networking sites like Facebook, Twitter, YouTube and Google+. --- ### Taboola wins exclusive two-year partnership with German digital media leader Ströer Content Group URL: https://www.taboola.com/press-releases/taboola-wins-exclusive-two-year-partnership-german-digital-media-leader-stroer-content/ Last Modified: 2017-02-06 11:51:29 Taboola, the leading discovery platform, has inked an exclusive two-year partnership with Ströer Content Group, the leading digital media house in Germany. Cologne, Germany - February 6, 2017 - Taboola, the leading discovery platform, has inked an exclusive two-year partnership with Ströer Content Group, the leading digital media house in Germany. Ströer Content Group was recently ranked first in AGOF´s  (Working Group for Online Media Research)provider rankings after merging Ströer Digital, Interactive Media and OMS. As part of the strategic partnership, Taboola content recommendations will first be integrated with T-Online.de and sister websites including Giga.de, Spieletipps.de und Kino.de. Subsequently, the full Discovery platform will roll out across the entire Ströer publisher network, including Taboola Newsroom for editors/writers, Taboola Native for sales teams, and Taboola Personalization for product teams. “Taboola offers a flexible technology platform for content recommendations, with excellent service that helps us to open up new opportunities in the monetization of our websites through its innovation. The great willingness of the team to lead this cooperation to success has also convinced us personally and we are very pleased to know one of the best and most innovative providers in this field, with Taboola at our side," saidMarc Schmitz, CEO of Ströer Content Group. A newcomer to the German market, Taboola already has an impressive and growing publisher portfolio in Germany that includes WELT, MSN, Sport1 and MHS Digital GmbH. As it expands its publisher partnerships, Taboola is also growing through acquisition. The company recently acquired Commerce Sciences, a pioneer in web personalization and on-site optimisation, to enable publishers to customize the full page experience. “We are humbled that Ströer has chosen us as a partner,” says Adam Singolda, founder and CEO of Taboola. “Ströer is a key player in Germany, and we look forward to working with the Ströer team on innovative ways to drive growth around audience, engagement and revenue, connecting people with content they may like and never knew existed.” About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Doubles Down on Personalization Through Acquisition of Commerce Sciences URL: https://www.taboola.com/press-releases/taboola-doubles-down-personalization-through-acquisition-commerce-sciences/ Last Modified: 2017-01-05 13:43:15 Taboola, the leading global content discovery platform, announced today the acquisition of Commerce Sciences, a pioneer in web personalization and on-site optimization. NEW YORK — This acquisition furthers Taboola’s personalization strategy, as publishers need to be increasingly strategic about what content and experiences they deliver to each consumer. People exhibit an array of behaviors and interests on the web, depending on situational factors such as time of day, device type, location, referral source and more. Rather than grouping people based solely on demographics, Commerce Sciences’ personalization technology is able to analyze the implied characteristics of each visitor, given the particular time and context, meaning that the same person may be more inclined to interact with different on-site experiences throughout the day. Both Taboola and Commerce Sciences have developed powerful personalization products and combining these will provide a best in class personalization offering for publishers. “These are important times to understand the value of data and the user experience, as the web has become very fragmented. The notion of personalization based on user demographics is old school. It’s evolving into the context in which users are consuming the web; we all have multiple personas as we come from social, search, our phone, and more - imagine if every site had a version tailored to each one of those personas,” explained Adam Singolda, CEO and Founder of Taboola. “I’m very excited to work with Aviv, Eyal and the talented Commerce Sciences team who spent five years focused on this very complex challenge of personalization. Together, I believe we have a clear path to unlocking the potential of a ‘web of one’, tailored to each and every one of us based on the context in which we consume content.” “We founded Commerce Sciences with the vision of revolutionizing the online experience by enabling websites to engage with each visitor in a truly personalized manner, resulting in a drastic improvement of the on-site experience and greater monetization,” said Aviv Revach, Founder & CEO of Commerce Sciences. “There is a natural synergy with Taboola, where we look forward to offering publishers 1-to-1 experiences at tremendous scale.” "Having led technological development in web optimization for years, there is a significant opportunity to leverage Taboola’s massive data sets for laser-focused personalization. This can be a true game-changer for publishers,” added Eyal Brosh, Founder & CTO. The deal was closed on 01/01/2017. Commerce Sciences employees will join Taboola’s Tel Aviv offices. Commerce Sciences was founded in 2012 by ex-Israeli Intelligence alumni Aviv Revach and Eyal Brosh as well as a third co-founder, Omri Yacubovich. It is backed by Genesis Partners, Innovation Endeavors, KGC Capital, and additional value-add investors. About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### El Universal Implements Content Discovery for the First Time, Signing Exclusive Agreement with Taboola URL: https://www.taboola.com/press-releases/el-universal-implements-content-discovery-first-time-signing-exclusive-agreement/ Last Modified: 2016-11-30 13:44:28 Taboola to Power Content Discovery for El Universal, Projecting 100 million Page Views Per Month NEW YORK — Taboola, the leading discovery platform, today announced an exclusive strategic partnership with El Universal, the biggest daily publication in Mexico with more than 9 million unique visitors each month according to comScore. Under the agreement, El Universal integrated Taboola’s high-impact content recommendation platform with the goal of driving engagement, monetization and audience growth across desktop and mobile. The partnership marks the first time El Universal has implemented content recommendation as part of its strategy to generate revenue and increase audience reach. It will utilize Taboola’s predictive algorithmic technology to serve high quality, personalized content to its audiences across desktop and mobile. “Content recommendation is a new venture for our publication and our readers. Taboola has been a tremendous strategic partner for us as we navigate a new revenue source,” said Nazifh Luna, Director Of Digital Strategy and Innovation at El Universal. “We appreciate the value of Taboola’s content recommendation platform , which are critical for both the editorial as well as the sales teams to drive readers to engage with our content.” Taboola acts as a search engine in reverse, analyzing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to know what to search for, relevant information and content is surfaced to consumers as they browse they web, at a time when they are most likely to engage. “We are in an ‘Attention Economy’ where walled garden platforms and the open web are battling for users’ time, and there is a real opportunity to empower consumers with the ability to discover things they may like and never knew existed, ” said Adam Singolda, founder and CEO of Taboola. “Mexico is a key market in LATAM and globally for us and we are humbled to be a part of El Universal’s journey. Together, we will grow revenue, engagement and audience by leveraging the power of personalization technology.” The collaboration between Taboola and el Universal, projecting 100 million page views per month, signals Taboola’s growing global adoption and follows recent deals for Taboola including Perform Media, Boston.com and Media General. About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. ABOUT EL UNIVERSAL THE UNIVERSAL was launched on October 1, 1916. The aim of its founder, Felix Fulgencio Palavicini, was giving the floor to the postulates emanate from the Mexican Revolution and, later, of the Constitution. In January 1921 UNIVERSAL adopted the slogan "The Great Journal of Mexico". After internal adjustments, the October 23, 1969, Mr. Juan Francisco Ealy Ortiz assumes the Presidency and Directorate General of LOS UNIVERSALES. then began a period of steady growth and journalistic and technological improvement, a renewal process that places of EL UNIVERSAL at the head of Mexican journalism. Today, EL UNIVERSAL has more than 20 publications and websites, and is the leader in the category of news in Mexico, with more than 9.5 million unique users multiplatform, according to Comscore. --- ### Entrepreneur Partners Exclusively with Taboola to Grow Revenue and Exchange Audiences with Publisher Partners Like VOX and Others URL: https://www.taboola.com/press-releases/entrepreneur-partners-exclusively-taboola-grow-revenue-and-exchange-audiences/ Last Modified: 2016-11-17 13:45:53 Partnership Leverages Taboola’s Predictive Technology to Drive Engagement, Monetization, and Audience Development across Desktop and Mobile Generating 34 percent Uplift in RPM NEW YORK — Taboola, the leading discovery platform, today announced a partnership with Entrepreneur Media, publisher of Entrepreneur magazine and Entrepreneur.com. The collaboration integrates Taboola’s predictive technology across desktop, tablet, and mobile websites powering editorial content and video recommendations. Entrepreneur is also employing Taboola Audience Exchange with the goal of driving new audience growth outside of traditional audience sources. Entrepreneur recently integrated Taboola’s predictive content recommendation engine across desktop and mobile experiences to serve high-quality editorial and video content. In an effort to boost on-site engagement and generate significant revenue streams for the publisher beyond traditional display advertising, Taboola is serving both paid recommendations from around the web, as well as organic recommendations keeping users engaged on site. Taboola’s integration across all platforms grew revenue by 34 percent since August when the partnership began, beating expectations. Additionally, Entrepreneur properties also utilize Taboola’s “Audience Exchange”, which empowers publisher teams to strategically manage and optimize the flow of traffic across publisher partners’ properties. Entrepreneur is currently recommending content from VOX and other leading sites. “We want to deliver reading experiences that are meaningful for our audiences and Taboola is the best partner for us to do that. We’ve worked hand in hand to ensure we are optimizing every placement in a way that is personalized and drives relevant engagement for our audiences,” said Bill Shaw, Chief Revenue Officer of Entrepreneur Media. Taboola, which recently inked deals with NBCUniversal News Group, Boston.com and Media General, acts as a search engine in reverse. Instead of expecting people to search for information, Taboola helps information find people at the right time. Its predictive engine analyzes hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next, generating more than one billion clicks each month. “In a world where everybody is fighting for users’ attention - the digital publishing landscape today is about personalization, deeper engagement, and developing audiences in a new way,” said Adam Singolda, founder and CEO at Taboola. “We are excited to develop our strategic work with the Entrepreneur team to drive engagement, audience growth and revenue in scale.” About Taboola Taboola is the leading discovery platform, serving over 360 billion editorial and video recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Huffington Post, MSN, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Beijing, Shanghai and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Entrepreneur Media For nearly 40 years, Entrepreneur Media Inc. has been serving the entrepreneurial community providing comprehensive coverage of business and personal success through dynamic content and events. Entrepreneur magazine, Entrepreneur.com, and publishing imprint Entrepreneur Press provide solutions, information, inspiration and education read by millions of entrepreneurs and small business owners worldwide. --- ### Taboola Enters Agreement to Acquire ConvertMedia, a Hyper-Growth Outstream Company with a $50M Run Rate, to offer Facebook-like In-Feed Video Experiences, Projecting a Billion Video Streams Daily URL: https://www.taboola.com/press-releases/taboola-enters-agreement-acquire-convertmedia-hyper-growth-outstream-company-50m-run/ Last Modified: 2016-06-26 09:35:08 Taboola will significantly expand content discovery offering with the most extensive portfolio of native video formats, bringing a full funnel solution to publishers and advertisers at scale NEW YORK, July 26, 2016  -- Taboola, the largest discovery platform, today announced the execution of an agreement to acquire ConvertMedia, a native video advertising company, seeing hyper-growth from millions of dollars in 2014 to its current annual run rate of $50M. Following the acquisition, ConvertMedia’s proven video technology will fully integrate with Taboola’s data and personalization engine, currently reaching over billion people a month, to help publishers deliver relevant and viewable experiences to the right user at the right time. With the acquisition of ConvertMedia, Taboola’s already robust native offering will be uniquely positioned to drive better user experiences as well as holistic monetization for publishers seeking to add high-quality video supply. Utilizing Taboola’s personalization technology, which currently reaches more than 1 billion unique visitors monthly, Taboola will be able to deliver video content at the moment when consumers are most apt to viewing. At the same time, TV budgets are rapidly moving to digital, but premium video supply is still scarce, with advertisers seeking to work with technology partners that can offer premium inventory and scalable platforms. Taboola will provide a full native ad funnel for its partners, combining in-article recommendations and native video. “The open web is divided into two -- walled gardens and everything else -- and while social companies have seen huge growth in video viewership, it’s time to bring that success to the open web, and to premium publishers all around the world,” said Adam Singolda, Taboola Founder and CEO. “I believe that the future of publishers’ cross-screen monetization is two-fold: first, content recommendations using image, title and URL, and second, video. We are excited to offer publishers the full funnel, leveraging data and personalization to create experiences that are enjoyable for users and drive revenue growth for publishers.” Taboola Native, already being used by NBCNews, The Independent, Reader’s Digest and many others, is a white label version of Taboola’s predictive technology. It enables sales teams to index and recommend branded content items, matching each user with the most relevant and impactful piece of content at the right time, throughout the acquisition funnel. With the addition of ConvertMedia, Taboola’s Native platform will also include the most extensive portfolio of video outstream formats available in the market for publishers. The new video integration will include full customization options for publishers to control delivery and related price points to balance between the user experience and revenue. “There is a natural synergy between the vision, technology and culture at Taboola and ConvertMedia. With the growth in ad blocking and banner blindness, advertisers and publishers need to reach consumers with relevant and viewable experiences at scale.” said Yoav Naveh, co-founder and CEO, ConvertMedia. “The natural integration with Taboola allows us to better help publishers navigate the balance between user experience and quality controls, while exceeding revenue goals. We’re excited to give publishers unprecedented scale to reach consumers with new information and experiences, and help build out the content discovery category.” “In many ways, I feel like we’re closing the circle today. I started Taboola nine years ago to help users discover video they may like and never knew existed,” added Singolda. “It’s an honor to go back to our roots in video and to partner with the entire ConvertMedia team. Yoav Naveh has built an outstanding culture and business. Together, we project a billion video streams a day to quickly become one of the largest online broadcasters alongside Facebook, Snapchat and YouTube.” Some of Taboola’s publisher partners already using ConvertMedia’s video technology include: Tribune Media, Salon, The Hill, American Media, Inc. (publisher of Radar Online, OK! Magazine, and Men’s Fitness), TheBlaze, Reader’s Digest, and TEGNA. About Taboola Taboola is the leading discovery platform, serving over 360 billion recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo and Tokyo. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.   --- ### Taboola Expands Programmatic Offering With AppNexus Partnership, Launching the Largest-Ever Native Advertising Real-Time Bidding Integration URL: https://www.taboola.com/press-releases/taboola-expands-programmatic-offering-with-appnexus-partnership-launching-the-largest-ever-native-advertising-real-time-bidding-integration/ Last Modified: 2016-06-15 11:22:01 Global Partnership Enables Advertisers to Scale Programmatic Native Campaigns Across the World’s Largest Discovery Platform, Reaching Over 1 Billion Users NEW YORK, June 15, 2016 - Taboola®, the leading discovery platform, today announced the launch of the largest-ever native advertising real-time bidding (RTB) integration with AppNexus, the world’s leading independent advertising technology company. The collaboration enables AppNexus advertising partners to programmatically buy premium placements across the largest content discovery platform in the world, reaching over 1 billion global users. Over 85 marketers have already purchased or activated programmatic native campaigns on Taboola. Advertisers can now bid on Taboola’s premium inventory using the AppNexus buying console, promoting native advertising efforts at scale on top sites across the web. The RTB integration is built upon the Interactive Advertising Bureau’s (IAB) OpenRTB Specification Version 2.3, the first IAB standard to support native ads. “Our team at AppNexus is always thinking about how to provide the best value to our advertiser partners, and the scale and quality of our available inventory is crucial to that effort,” said Casey Birtwell, SVP & GM, Advertiser Technology Group, AppNexus. “Taboola has established itself as the leader in the content discovery space, and a vital partner to bring onto our programmatic platform. We look forward to collaborating on new and innovative ways to leverage their expansive network, and further scale native into a major new marketing channel.” Data from comScore’s December 2015 Ad Focus report found that Taboola reaches 88 percent of U.S. desktop users, more than Google, Facebook, and Yahoo Sites. The discovery platform generates more than 1.15 billion clicks on its personalized recommendations every month, according to the company’s internal data. “Native has become a major opportunity for marketers of all sizes, enabling brands to engage with consumers in an authentic, invitation-based fashion where people choose to engage,” said Adam Singolda, founder and CEO at Taboola. “We’re excited to work together with AppNexus on unlocking the full potential of this new category, opening up our discovery platform to thousands of new advertiser partners, enabling brands to integrate native into their overall media strategies, programmatically.” Taboola’s predictive technology analyzes hundreds of real-time signals (such as geography, referral source, device type, social media trends, and more) to match people with the top handful of items they are most likely to be interested in consuming next. About Taboola Taboola is the leading discovery platform, serving over 360 billion recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.   #  #  # --- ### Taboola Crosses the One Billion User Mark, Second Only to Facebook as the World’s Largest Discovery Platform URL: https://www.taboola.com/press-releases/taboola-crosses-one-billion-user-mark-second-only-facebook-worlds-largest-discovery/ Last Modified: 2025-09-09 06:32:31 Taboola Achieves Landmark Milestone, Building on International Expansion Across South America, Europe, and Asia-Pacific NEW YORK, May 16, 2016 -- Taboola®, the leading global discovery platform, today announced that it now reaches over one billion unique monthly users*, spanning over 50 countries around the world. According to comScore’s Media Trend rankings for March 2016, Taboola reaches more unique global Internet users on desktops than any other distributed content network, and is quickly rivaling Facebook as the world’s largest discovery platform. Taboola has achieved a significant “network effect” within the discovery space, more than doubling its reach from 500 million unique users just one year ago. As more users around the world are exposed to Taboola’s personalized recommendations, more Fortune 500 advertisers are achieving scale across the platform. In the US, where the company first launched its discovery platform in 2010, every American Internet user sees Taboola at least 70 times a month, and the platform reaches 95.3% of the 15+ year old demographic, surpassing Google, Facebook, and Yahoo Sites (according to comScore’s monthly Demographic Report, March 2016). “For the past eight years, our team has been committed to building the best predictive technology in the world, and it’s been incredible to see how that personalization-driven mission has resonated across new markets in just the past twelve months,” said Adam Singolda, founder and CEO at Taboola. “All brands, publishers, and marketers have stories that need to be discovered and re-discovered, and and I’m excited about the scale we can now offer to top brands around the world. These are important times when brands are looking to build direct relationships with users, and I believe discovery technology is vital to achieving this goal. We’re very excited to continue building new tools and capabilities into our platform, and helping the next billion people around the world discover content they may like but never knew existed.” Today’s announcement follows several months of international expansion for Taboola, into markets including Brazil, Mexico, Korea, China, New Zealand, Russia, and more. In recent months the company has also signed strategic partnerships with major global publishers such as Microsoft’s MSN Worldwide and Verizon’s AOL, furthering the platform’s reach across valuable and highly-engaged audiences around the world. Acting as a search engine in reverse, Taboola’s predictive technology analyzes hundreds of real-time signals (including device type, geography, context, referral source, social media trends, and more) to match people with the top handful of items they are most likely to be interested in consuming next, generating more than one billion clicks each month. *Figure is based on Taboola’s 200M+ mobile-only users (according to internal data) and comScore’s reported 810M+ unique monthly desktop user reach (Media Trend Report, March 2016) About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 1 billion unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### 20 Minutes Selects Taboola as Exclusive Discovery Partner, Powering Full Page Personalization, Native Advertising, and On-Site Engagement for French Daily Newspaper URL: https://www.taboola.com/press-releases/20-minutes-selects-taboola-exclusive-discovery-partner-powering-full-page/ Last Modified: 2016-05-02 13:47:26 Multi-Year Partnership Integrates Taboola’s Native, Newsroom, and Full Page Personalization Offerings Across Publisher’s Desktop and Mobile Websites, and Mobile App NEW YORK, MAY 02, 2016 - Taboola, the leading global discovery platform, today announced an exclusive, two-year partnership with 20 Minutes, one of France’s leading daily newspapers and online news aggregators. The collaboration integrates Taboola’s predictive technology across 20 Minutes’ desktop and mobile properties, boosting engagement and revenue performance for the publisher. With a wide-ranging audience of over 18.5 million monthly users, 20 Minutes reaches a variety of consumers seeking to engage with content across lifestyle, news, sports, entertainment and other verticals. Several aspects of Taboola’s discovery platform will ensure that publisher teams are maximizing the impact of both their editorial content and native advertising initiatives: - Taboola’s Content Recommendations will present users with a mix of relevant editorial content, as well as sponsored stories from across the web, boosting on-site engagement and generating significant new revenue streams for the publisher. - Taboola Native will enable publisher sales teams to promote directly-sold native campaigns at scale using Taboola’s predictive technology on high-impact placements across 20 Minutes’ homepage and various section fronts. - Editorial teams will use Taboola Newsroomto optimize engagement with content across 20 Minutes’ widely-trafficked homepage. Provided at no cost, Taboola Newsroom supports multi-variant A/B tests that uncover the optimal “packaging” (e.g. thumbnail, headline) and placement for each content item, generating higher overall click-through-rates. - 20 Minutes’ product team will use Taboola’s Full Page Personalization to customize the on-site experience for different referral-based audience segments. For example, people who don’t share will not see social sharing tools, while others will see bigger and more prominent buttons, based on data collected across the Taboola network. “Digital publishing continues to be an increasingly competitive market, especially for a daily news site like 20 Minutes which maintains high-touch relationships with a loyal base of readers who visit our site every day,” said Olivier Bonsart, CEO of 20 Minutes. “Now more than ever, we are exploring innovative ways to grow on-site engagement and open up new revenue streams, and Taboola’s multi-faceted discovery platform empowers our internal teams to do better, while also improving the on-site experience for users. We’re excited to see our partnership continue to evolve in the coming years.” Taboola’s predictive technology analyzes hundreds of real-time signals (including geography, device, user behavior, social media trends, and more) to determine the top content items a person may want to engage with next. “As online content consumption trends grow more fragmented, it’s become vital for publishers to build a multi-pronged approach to attracting and retaining new audiences,” said Adam Singolda, founder and CEO of Taboola. “We’re very excited to collaborate with a major news plateform like 20 Minutes, and it’s been impressive to see how their team has translated a wide print readership into a robust online audience. We look forward to working together on building out those efforts further and matching French users with the most relevant content they may like but never knew existed.” With headquarters in New York City and its European operations based in London, Taboola has signed partnerships with several leading publishers throughout Europe and around the world, including AOL, MSN, Daily Mail, Euronews, The Independent, L’Express, Eurosport, and more. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About 20 Minutes 20 Minutes’ brand has 18.5 million users per month (across print, web, mobile and tablet). With 1.9 million of followers on Twitter and 1.6 million Facebook fans, 20 Minutes generates more interactions on social networks every day than any other French news site (sources: ACPM ONE Global V1 2016; Graphystories report, February 2016) #  #  # --- ### RT Launches Taboola’s ‘Full Page Personalization,’ Presenting Each User With a Customized On-Site Experience in Real-Time, Growing Engagement by 27% and Revenue by 23% URL: https://www.taboola.com/press-releases/rt-launches-taboolas-full-page-personalization-presenting-each-user-customized-site/ Last Modified: 2016-04-21 13:48:45  Expanded Partnership Personalizes the On-Site User Experience Across RT’s Global Publisher Network, Driving Audience Engagement, Monetization, and Video Growth NEW YORK and LONDON, April 21, 2016 -- Taboola®, the leading global discovery platform, today announced an expansion of its exclusive, multi-year partnership with RT, one of the leading global news networks reaching over 49 million unique users online*. Working closely with RT’s business, editorial, and product teams, the collaboration integrates Taboola’s Full Page Personalization across the entire RT global network of desktop, tablet, and mobile properties, driving audience development, engagement, and monetization goals for the publisher. Taboola’s Full Page Personalization (FPP) enables publisher teams to customize the broader on-site experience for RT users, through a variety of implementations that adapt to different audience segments in real-time. Examples of FPP include personalizing the share tool experience so that frequent sharers see bigger buttons or WhatsApp shares, while others see no sharing buttons at all. Another example is Taboola’s mobile-optimized “read more” button which can be targeted to certain users to increase the visibility of in-article modules for smartphone users. RT is utilizing FPP to segment its audience into actionable user segments, including engaged users, one-time visitors, and frequent video viewers. Engaged audiences would automatically see more of RT’s leading editorial content, while one-time visitors who tend to be more inconsistent in their content consumption behavior would automatically be served additional promoted stories. Additionally, on-site users who are more likely to consume video would be presented with a video-centric experience, increasing overall video views. These combined efforts have already generated a 27 percent increase in organic click-through-rates (CTR), and a 23 percent improvement in revenue. “RT’s global audience consumes our content daily across multiple platforms and in six languages. We consider the experience of each user to be paramount and Taboola’s technology allows us to serve every individual who engages with our content in a more personalized way,” said Kirill Karnovich-Valua, Head of Online Projects, at RT. “Taboola not only shares this vision with us, but has developed a full-service platform that empowers our organization to customize the on-site experience for different audiences, as our business and audience development goals change.” RT’s global network includes fully-responsive websites and tablet/mobile apps in English, Spanish, Russian, Arabic, French, and German. Taboola supports these languages and dozens of others around the world, including Hebrew, Hindi, Japanese, Portuguese, and more. “Personalization has become a priority for any publisher that is fighting to retain and grow their audience, but it’s especially exciting for wide-reaching publishers like RT that serve a variety of users around the world,” said Adam Singolda, founder and CEO at Taboola. “RT has already done a fantastic job building on its broadcast business to become a true digital powerhouse, both across the web and on platforms like YouTube. We’re excited to work together on unlocking new personalization-driven strategies that further move the needle.” Taboola’s predictive technology analyzes hundreds of real-time signals (such as referral source, device type, geography, and more) to predict the top handful of items a user may want to consume next. With headquarters in New York City and its European operations based in London, Taboola has signed partnerships with several leading publishers throughout Europe and around the world, including AOL, MSN, Daily Mail, ESI Media, Eurosport, and more. *According to comScore (February 2016) About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About RT RT is a global TV news network that broadcasts 24/7 in English, Arabic and Spanish from its studios in Moscow, Washington, DC, and London.  RT has a weekly TV audience of 70 million people in 38 countries (Ipsos), and is the most watched TV news network on YouTube with more than 3.3 billion views. It is the winner of the Monte Carlo TV Festival Award for best 24-hr broadcast, and the only Russian TV channel to receive three nominations for the International Emmy Awards for News. # # # --- ### Taboola Signs Global Partnership With Disqus, Bringing Native Advertising to Millions of Websites in Over 190 Countries URL: https://www.taboola.com/press-releases/taboola-signs-global-partnership-disqus-bringing-native-advertising-millions-websites/ Last Modified: 2016-04-06 12:17:03 NEW YORK and SAN FRANCISCO, April 06, 2016 -- Taboola®, the world’s leading discovery platform, today announced its global partnership with Disqus, the world’s leading audience development platform that helps publishers grow and engage with audiences online. The collaboration integrates Taboola’s existing platform with Disqus’ massive distribution across millions of websites around the world, effectively democratizing native advertising for the web. Leading publishers around the world use Taboola’s discovery platform to help monetize their content. Powered by an advanced mathematical engine, Taboola delivers personalized content recommendations on some of the most innovative sites around the web through high-impact placements alongside editorial, across all devices. Partnering with Disqus allows Taboola’s platform to reach long tail sites that up until now could not have leveraged Taboola’s capabilities. The Disqus platform extends to more than 3.5 million publisher sites globally in over 190 countries, equalling more than 15 billion page views each month in 40 different languages. Most of the Disqus-powered sites are a collection of passions and interests that are as diverse as humanity itself. “Most niche and independent sites have limited opportunities when it comes to native advertising solutions. Our mission at Disqus is to ensure a diverse and open web can thrive on the Internet, and our Reveal monetization product has helped publishers earn more money from their audiences through native ad experiences. With our Taboola partnership, we are able to significantly expand the value offered by the Disqus platform,” said Daniel Ha, co-founder and CEO at Disqus. “Building on our deep experience with engaged audiences across the web, we’re excited to work with Taboola on unlocking new native ad opportunities for all kinds of publishers, and helping to scale native advertising to a significant portion of the web.” “While publishers of all sizes are looking for innovative ways to drive exciting new revenues, independent publishers with limited sales forces need to work even harder to optimize and drive revenue from their passion,” said Adam Singolda, founder and CEO of Taboola. “We’re thrilled to be partnering with Disqus, bringing Taboola to millions of passionate websites around the world for the first time, and helping to democratize native advertising for the web.” Taboola’s predictive technology analyzes hundreds of real-time signals (including device, collaborative filtering, geography, social media trends, and more) to deliver highly-personalized recommendations, connecting people with content they may like but never knew existed. Disqus’s audience development platform helps publishers attract, engage, and monetize audiences through innovative software. Their platform ecosystem consists of Engage to power site comments and Reveal to bring native monetization experiences to readers. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Disqus Disqus powers an open and independent web of 3.5 million publishers including The Atlantic, Destructoid, Spoiler TV, TMZ, and other sites you know and love. Since 2007, Disqus has focused on helping independent publishers build audiences through its audience development platform by giving publishers tools to interact with readers. To learn more about Disqus and its audience development platform, visit www.disqus.com. # # # --- ### Taboola Signs Exclusive Discovery Partnership With New York Magazine, Powering Data-Driven Strategies Around Audience Development, Monetization, and Content Distribution URL: https://www.taboola.com/press-releases/taboola-signs-exclusive-discovery-partnership-new-york-magazine-powering-data-driven/ Last Modified: 2016-04-01 13:50:02 Two-Year Exclusive Discovery Partnership Boosts Engagement and Revenue Goals for Leading US Magazine Brand and Destination Sites, Including NYMag.com, Vulture, The Cut, and Grub Street NEW YORK, April 01, 2016 -- Taboola®, the leading global discovery platform, today announced an exclusive, two-year partnership with New York Media, the award-winning media company and publisher of leading national digital brands. The collaboration integrates Taboola’s predictive technology across New York Media’s desktop and mobile sites, including NYMag.com, Vulture, The Cut, and Grub Street. With over 24 million monthly unique visitors, New York Media’s best-in-class content attracts some of the web’s most sought-after audiences. Taboola’s personalized recommendations will present readers with a mix of content from New York Media’s destination sites, as well as promoted stories from across the web, boosting on-site engagement and monetization goals for the publisher. Both teams will also use data from Taboola’s platform to generate insights into how New York Media readers discover and consume content across the web. Taboola Backstage, the company’s campaign management and analytics portal, provides a real-time view into the revenue-based “visit value” of relevant audience segments, categorized by referral source, platform type, landing page, geography, and more. These reports can empower publisher teams with actionable data that informs strategies around traffic acquisition, social media promotion, and internal recirculation. “Audience data continues to be a key area of focus for our team at New York Media, enabling us to better anticipate the habits of our readers and promote our stories to on-site and off-site users in the most effective way possible,” said Camilla Cho, Executive Director of Business Development & Strategy at New York Media. “Taboola’s platform equips our team with the technology and insights to better optimize our content engagement and distribution strategies, while also providing our on-site users with a more personalized experience.” “This year will be a crucial one for online publishers looking to regain control of their audience, while faced with the growing power of social platforms and ‘walled garden’ ecosystems,” said Adam Singolda, founder and CEO at Taboola. “By incorporating discovery technology into editorial and product team workflows, we can ensure that stories truly break through the noise and have an impact with readers. We’re honored to team up with such a well-respected brand like New York Magazine, and look forward to working together on uncovering new ways for publishers to grow audience, engagement, and revenue in the years ahead.” Taboola’s predictive technology analyzes hundreds of real-time signals (such as geography, device type, referral source, social media trends, and more) to match people with the top items they are most likely to be interested in consuming next, generating more than one billion clicks each month. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About New York Media New York Media is the parent company of the groundbreaking magazine New York; the up-to-the-minute news and service website nymag.com; the Grub Street food site; the entertainment and culture news site Vulture; the fashion and lifestyle site the Cut; Science of Us, a window into the latest science on human behavior; and New York Weddings and New York Design Hunting magazines. # # # --- ### Consumed Media Selects Taboola as its First Exclusive Discovery Partner, Bringing Personalized Recommendations to Targeted Audiences Across the Web URL: https://www.taboola.com/press-releases/consumed-media-selects-taboola-its-first-exclusive-discovery-partner-bringing/ Last Modified: 2016-03-28 09:49:04 CPXi’s Content Division Teams Up With World’s Largest Discovery Platform, Boosting Engagement and Monetization Goals Across All Desktop and Mobile Sites, Including PressroomVIP.com, HipHopMyWay.com, and WarpedSpeed.com NEW YORK, March 24, 2016 -- Taboola®, the leading global discovery platform, today announced an exclusive partnership with Consumed Media, experts in creating content and engagement strategies designed for today’s digital media ecosystem. The collaboration integrates Taboola’s personalized recommendations across Consumed Media’s network of owned, operated, and represented websites, including PressroomVIP.com, HipHopMyWay.com, and WarpedSpeed.com. Consumed Media’s targeted editorial content attracts discrete audience segments that share similar interest sets, a sought-after opportunity for many leading advertisers. Powered by Taboola’s predictive technology, high-impact recommendations alongside editorial will engage audiences at a valuable moment when they are open to discovering new stories and products. These recommendations will draw on a mix of relevant on-site content, as well as promoted stories from across the web, boosting engagement goals and generating significant new revenue streams for the publisher. "Maximizing yield while maintaining the best possible user experience is the holy grail for publishers and is a particular focus for Consumed Media websites," said Emily Seiman, Editor-in-Chief at Consumed Media. "Taboola's discovery platform allows us to drive native advertising revenue by seamlessly supplying our users, who are already forward-leaning content consumers, with additional high-quality and relevant content options. We have come to realize that Taboola's top-notch platform makes them the only partner we need in this space and we are excited to grow our exclusive relationship." After more than a decade of monetizing content for other publishers, CPXi launched Consumed Media in late 2014, an editorial division that leverages the company’s own expertise in crafting effective engagement strategies built around social media trends.  The division was the company's first consumer-facing initiative and now boasts a growing stable of websites, each targeted at high-engagement verticals. The Consumed Media Network currently boasts 16.6M unique visitors according to comScore, representing 4X growth year over year since its launch in 2014. “In today’s fragmented media environment, where content is distributed and consumed across various platforms and devices, it’s becoming increasingly difficult for a publisher to attract and develop loyal audiences,” said Adam Singolda, founder and CEO at Taboola. “Consumed Media is ahead of the curve in understanding how to build valuable and high-engagement relationships with consumers, and we’re excited to work together on leveraging discovery technology to continue growing its unique audience segments and unlock new business opportunities.” Acting as a search engine in reverse, Taboola’s predictive technology analyzes hundreds of real-time signals (such as geography, referral source, device type, social media trends, and more) to match people with the right content at the right time, generating more than one billion clicks each month. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Consumed Media Consumed Media creates content designed for today’s digital media ecosystem. This content is designed to ‘find’ targeted users inline with their specific content consumption behaviors, engage them and to allow them to easily ‘share’ with other interested users. This results in discrete audiences with similar interest sets, creating significant value for advertisers. Consumed Media content includes websites, videos, articles, photo galleries and more. Consumed Media is a division of digital media company, CPXi. # # # --- ### Taboola Launches Next-Generation Native Ad Server, Powering Facebook-Like Branded Content Recommendations for Premium Publishers URL: https://www.taboola.com/press-releases/taboola-launches-next-generation-native-ad-server-powering-facebook-branded-content/ Last Modified: 2016-03-17 11:57:21 ‘Taboola Native’ Maximizes the Monetization Potential of Premium Native Placements, Opening New Direct-Sales Channels and Guaranteeing 100% High-Quality Fill Rates NEW YORK, March 17, 2016 - Taboola®, the leading global discovery platform, today unveiled its latest innovation for the native advertising market. “Taboola Native,” a free and white-labelled version of the company’s predictive technology, enables publishers to maximize the monetization potential of premium native placements, opening new direct-sales channels and guaranteeing 100% high-quality fill rates from Taboola’s sponsored content marketplace for any unsold inventory. Global publishers currently using Taboola Native include DailyMail.com, American Media, Inc. (publisher of Radar Online, OK! Magazine, and Men’s Fitness), New York Daily News, and Trusted Media Brands, Inc. (publisher of Reader’s Digest and Taste of Home) in the US; ESI Media (publisher of The Independent and London Evening Standard) and Trinity Mirror plc in Europe; and Bhaskar, Jagran, NDTV, and OneIndia in Asia-Pacific. These collaborations represent the first wave of digital publishers to expand the purview of “native” beyond custom content (created by in-house studios). As opposed to traditional native advertising servers, Taboola Native provides a new platform for publishers to directly sell and promote not only custom content initiatives, but also “off-site” branded content from across the web, drawing from corporate microsites and blogs, YouTube channels, social media pages, and more. Many brands have spent several years investing in branded content, and are now spending millions of dollars looking for new ways to promote those stories to the right audiences. Powered by the company’s predictive technology, Taboola Native can index and recommend thousands of branded content items, matching each user with the most impactful piece of content at the right time. Taboola Native supports both CPC- and CPM-based monetization models, along with post-click optimization such as cost-per-action and pages-per-session, and guarantees premium backfill from the largest sponsored content marketplace in the world. “DailyMail.com’s Story Blaster unit allows advertisers to align with breaking news in real time while giving our readers instant access to the content they want, when and where they want it. Taboola’s predictive technology provides a powerful back-end platform for matching our advertising partners’ messaging goals with the thousands of articles that we publish each week, and promoting the right articles to the right users at the right time, through high-impact placements” said Rich Caccappolo, Chief Operating Officer at DailyMail.com.  “We’re excited to leverage this capability in new ways with marketers going forward.” "Like many digital publishers, our team has made 'native' a priority growth area for our business," said Rich Sutton, Chief Revenue Officer at Trusted Media Brands, Inc.  "While that journey began by producing custom branded content, Taboola Native enables us to truly scale up this new category by incorporating hundreds of off­site branded content items. We're very excited about the opportunity to tap into new marketing budgets and forge deeper relationships with our advertising partners." “Native advertising is an exciting space for our business, but also one that is rapidly evolving as publishers and advertisers work together on new opportunities,” said Brian Kroski, Chief Digital Officer at American Media, Inc. “Taboola Native offers a powerful and flexible platform for us to experiment with different strategies and unlock the full potential of new native revenue streams.” “It has been incredibly exciting to see native advertising evolve from early experiments around branded content and ‘custom studios,’ into an entirely new channel that companies like Facebook and Twitter are generating billions of dollars from today,” said Adam Singolda, founder and CEO at Taboola. “We believe there is a major opportunity for the industry to expand the definition of ‘native’ beyond custom content and incorporate branded content that already exists across the web. Digital publishers can compete for content promotion budgets, leveraging their own brand and audience data to recommend off-site branded content to highly-engaged audiences, and for a premium price.” Taboola’s predictive technology analyzes hundreds of real-time signals (such as location, device type, referral source, social media trends, and more) to match people with the top items they are most likely to be interested in consuming next, generating more than one billion clicks each month. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### Taboola Announces New Analytics Dashboard for Publishers, Offering Real-Time Insight Into The Revenue-Based ‘Visit Value’ of Every On-Site User URL: https://www.taboola.com/press-releases/taboola-announces-new-analytics-dashboard-publishers-offering-real-time-insight/ Last Modified: 2016-03-01 14:00:34 ‘Taboola Backstage’ Empowers In-House Publisher Teams With Real-Time Analytics Around On-Site Monetization, Engagement and Audience -- Now Including Data by Referral Source, Platform Type, And Other Audience Segments NEW YORK, March 01, 2016 -Taboola®, the leading global discovery platform, today announced a new analytics dashboard for publishers, offering real-time insight into the “visit value” of a user by referral source, platform type, and other audience segments. The dashboard enables publishers to analyze and compare the revenue potential of every on-site user, empowering publisher teams with actionable data that can optimize strategies around traffic acquisition, social media promotion, and internal recirculation. Following an initial beta period, these new reports are now available to all publisher partners through Taboola Backstage, the company’s newly redesigned campaign management and analytics portal. Many publishers have already seen significant revenue gains by incorporating “visit value” data into their monetization strategies, better informing revenue decisions across the organization. “In today’s fragmented digital media environment, we can no longer use the same monetization strategies for all audiences across all platforms,” said Rich Sutton, Chief Revenue Officer at Trusted Media Brands, Inc. “I’m constantly working with my team on assessing the unique value of each visitor who arrives on our sites, and Taboola has become a vital part of that workflow, enabling us to unlock new revenue opportunities and more accurately forecast the performance of each audience segment.” Taboola’s advanced data and insights are powered by the the largest content discovery platform in the world, as recently reported by comScore, reaching nearly 90% of all US Internet users. Taboola reaches over 750 million unique users around the world every month, including more desktop users than Google, Yahoo, or Facebook in the US. “As user behavior and content consumption trends rapidly change, monetization strategies must change as well, responding in real-time to if a visitor is using a laptop or a smartphone, or if they arrived via Facebook versus search,” said Adam Singolda, founder and CEO at Taboola. “In developing our discovery platform, we’ve been able to generate unparalleled insight into how people engage with content across the web, and we’re very excited to share that knowledge in new and more actionable ways with our publisher partners, today and innovating together moving forward.” Taboola’s predictive technology analyzes hundreds of real-time signals (such as location, device type, referral source, social media trends, and more) to match people with the top items they are most likely to be interested in consuming next, generating more than one billion clicks each month. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.   #  #  # --- ### NY Daily News Selects Taboola as Exclusive Discovery Partner, Launching ‘Full Platform’ Efforts Around Editorial, Native Advertising and Full Page Personalization URL: https://www.taboola.com/press-releases/ny-daily-news-selects-taboola-as-exclusive-discovery-partner-launching-full-platform/ Last Modified: 2016-02-23 11:14:18 Multi-Year Partnership Will Drive Audience Engagement and Monetization Goals for the Leading US Publisher NEW YORK, February 23, 2016 - Taboola®, the leading global discovery platform, today announced an exclusive, multi-year partnership with New York Daily News, one of the nation’s largest news websites, with over 46,692,506 million unique viewers every month. The collaboration integrates Taboola’s full discovery platform across NY Daily News’ desktop and mobile sites, empowering the entire publisher organization with new capabilities, including: (1) Taboola Newsroom: An A/B-testing solution that enables editorial staff to experiment with different creative elements, such as titles and thumbnails, and optimize content performance in real-time. (2) Taboola Native: A white-labelled version of Taboola’s discovery platform that empowers direct-sales teams to introduce innovative native advertising efforts, promoting both on-site and off-site sponsored content campaigns, similar to how Facebook recommends sponsored content. (3) Taboola Full Page Personalization: A user-focused architecture that product teams can use to segment audiences and adjust the on-site experience in real-time, driving goals around engagement, audience growth, and monetization. For example, NY Daily News can present frequent video viewers with more prominent video player modules, or ensure that social influencers see more social sharing icons. Powered by Taboola’s predictive engine, NY Daily News will also present readers with personalized content recommendations, drawing on sponsored stories from around the web, as well relevant content from the publisher’s many popular verticals. “Our team is heavily invested in digital, and like many online publishers, we’re confronted with the challenge of serving many different types of audiences throughout the day,” said Grant Whitmore, Executive Vice President, Digital at NY Daily News. “This new collaboration with Taboola goes beyond content recommendations to rethink the entire on-site user experience, and we look forward to developing new strategies around personalization that increase engagement from our readers and generate substantial new revenue streams for our company.” Taboola’s predictive technology acts as a search engine but in reverse, analyzing hundreds of real-time signals (including device type, geography, referral source, social media trends, and more) to match people with the top items they are most likely to be interested in consuming next. In recent months, Taboola has inked partnerships with several iconic publishers in the US and around the world, including MSN, AOL, and Axel Springer’s DIE WELT. “As audiences continue to disperse across different devices and platforms, it becomes crucial to empower the entire publisher organization, including editorial, product, in-house sales, and marketing teams. We’re honored to partner with a forward-thinking company like NY Daily News who is so dedicated to that mission and innovation,” said Adam Singolda, Founder and CEO at Taboola. “With ever-stronger social platforms threatening publishers’ audience and revenue, these are critical times to innovate on the platform front, using discovery technology to grow audience, engagement and revenue. We could not be more excited to explore these kinds of projects and more with Grant and his team.” About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About the New York Daily News With 2 million readers in New York, and 42 million national unique visitors online each month, the New York Daily News is the most widely read tabloid in the city and one of America’s fastest-growing web sites. Covering breaking news, politics, sports, entertainment, celebrity, lifestyle, opinion, business and health, the New York Daily News delivers up-to-the-minute reporting, rich photography and compelling video to readers of its print newspaper, industry-leading website, tablet apps, and iPhone, Blackberry and Android editions. The New York Daily News has won 10 Pulitzer Prize Awards for excellence in journalism. In 2015, it was awarded seven New York State Associated Press Association awards and took the Associated Press Sports Editors awards’ “Triple Crown” as well as first place in the Investigative category across all circulation categories. In addition to its news operations, the New York Daily News runs Daily News Digital Solutions and the Innovation Lab. # # # --- ### Taboola Goes Hindi -- Inks Exclusive, Long-Term Deal With Jagran New Media for Multi-Platform Content Discovery Across India URL: https://www.taboola.com/press-releases/taboola-goes-hindi-inks-exclusive-long-term-deal-jagran-new-media-multi-platform/ Last Modified: 2016-02-19 09:42:40 Partnership Will Boost Audience Engagement and Monetization Through Taboola’s Personalized Content Recommendations in English and Hindi NEW DELHI, February 18, 2016 – Taboola®, the world’s leading discovery platform, today announced an exclusive, multi-year agreement with Jagran New Media, the digital arm of Jagran Prakashan Limited, India’s leading media and communications group. Taboola’s personalized content recommendations will be seamlessly integrated across Jagran’s network of desktop and mobile sites to drive engagement and revenue for the publisher. The implementation will include Jagran.com (India’s leading Hindi news site), JagranJosh.com (India’s leading education site), JagranJunction.com, JagranPost.com, Onlymyhealth.com (India’s leading health portal), Mid-day.com, Naidunia.com, and iNextLive.com, and will support both Hindi and English languages. With 30 million unique visitors each month consuming content that spans news, education, and health, Jagran is one of the top digital media platforms in the country. According to comScore, 60 percent of Jagran sites’ overall traffic derives from mobile devices. “Mobile is a very important growth driver for Jagran’s portfolio,” said Sukirti Gupta, CEO of Jagran New Media. “Taboola’s discovery technology will allow us to engage our audience, wherever they may be, with some of the most interesting content on our site and from around the web.” Over the past year, Taboola has been focused on expanding into new international markets that present the biggest opportunities for publishers, brands, and marketers to connect with consumers via content, including one of the world’s fastest growing markets -- India. To date, Taboola has established key partnerships with leading Indian publishers including Times of India, Hindustan Times, Bhaskar, Rediff, NDTV, India Today, and OneIndia Network. “With mobile traffic increasing at a rapid rate, India is transitioning from a mobile-first into a mobile-only country with massive reach, which will open up new opportunities for brands and marketers looking to engage consumers with ROI-driven storytelling,” said Adam Singolda, founder and CEO of Taboola. “We’re excited to partner for years to come with such a highly respected and influential media organization as Jagran New Media on revolutionizing mobile engagement and monetization in India.” India is expected to have 1.4 billion mobile subscriptions by 2020, according to the latest  Ericsson Mobility Report. This projected growth is attributed to the availability of low-cost devices and services, and will enable many Indians in rural areas to access the Internet via mobile. Taboola’s advanced mathematical engine analyzes hundreds of real-time signals including user behavior, geography, device, collaborative filtering, and social media trends to predict which content a user may most want to consume next. When users engage with content on Taboola’s network, revenue is earned and split with the publisher. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Jagran New Media Leading across diverse genres of Hindi News, Education and Health with over 30 mn unique visitors, Jagran New Media is one of the top digital media platforms in the country. The division offers products & solutions to the consumers and corporate customers including services that range from web based advertising solutions, permission based content sales, contesting and utility based services like Digital Classified Platform. The corporate solutions include be-spoke solutions for enterprises based on the need of a business and Brand specific lead generation solutions and recall centric solutions. Read more about the group at www.jplcorp.in. # # # --- ### Taboola Unveils Exclusive ‘Full Platform’ Discovery Partnership With Trinity Mirror, Empowering Editorial, Sales, and Product Teams URL: https://www.taboola.com/press-releases/taboola-unveils-exclusive-full-platform-discovery-partnership-trinity-mirror/ Last Modified: 2016-02-11 14:06:39 Two-Year Partnership Will Drive Audience Engagement and Revenue Goals for Leading UK Publisher Sites Including The Mirror, Daily Record, and Manchester Evening News NEW YORK and LONDON, Feb. 11, 2016 (GLOBE NEWSWIRE) -- Taboola®, the leading global discovery platform, today announced an exclusive, two-year partnership with Trinity Mirror plc, one of the UK’s largest multimedia publishers. The collaboration will see Trinity Mirror utilise Taboola Native, a white-labelled native advertising solution that empowers sales teams to promote both on-site and off-site sponsored content campaigns, nationally and locally around the country. Trinity Mirror will seamlessly integrate Taboola’s personalised content recommendations across its network of over 28 desktop and mobile sites, including The Mirror, Daily Record, and Manchester Evening News, driving audience engagement and revenue goals for the publisher. With over 22 million unique monthly visitors, Trinity Mirror’s regional and national titles reach many sought-after audiences across the UK. Prominent content recommendations alongside editorial, powered by Taboola’s predictive engine, will present these visitors with promoted stories from around the web, creating value for users and generating significant new revenue streams for the publisher. Both companies will also be collaborating on new strategies built around Full Page Personalisation, using Taboola’s predictive technology to segment audiences and adjust the on-site user experience in real-time. “As our team at Trinity Mirror continues to grow and develop our digital properties, we are committed to delivering not only the most compelling content to our readers, but also a best-in-class user experience,” said Piers North, Strategy Director at Trinity Mirror. “Our partnership with Taboola allows us to tap into their leading discovery technology, develop new strategies around increasing audience engagement, and generate substantial new revenue streams.” Taboola’s predictive engine analyses hundreds of real-time signals (such as geography, device type, referral source, and more) to predict the top handful of items a user may want to consume next. With headquarters in New York City and its European operations based in London, Taboola has inked partnerships with several leading UK and European publishers, including Daily Mail, ESI Media, Axel Springer, Future Publishing, Johnston Press, NextRadioTV, Lagardere, Eurosport, Marie Claire, and Purch. “It’s an honour to partner with such an esteemed media company as Trinity Mirror and its portfolio of truly iconic brands,” said Adam Singolda, founder and CEO at Taboola. “Over the past two years, we’ve invested heavily in building a holistic platform that can support a variety of innovative strategies around audience, engagement, and monetisation, and we’re excited to work with the Trinity Mirror team on unlocking more of those opportunities in the years ahead.” About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Trinity Mirror Trinity Mirror is the largest news publishing company in the UK combining both national and regional titles. We publish more than 160 newspaper titles across the UK & Ireland, from the national presence of the Daily Mirror, the Daily Record, the Sunday Mirror, the People and the Sunday Mail, to local favourites like the Manchester Evening News, Bristol Post, Liverpool Echo and Nottingham Post. Our network of more than 100 websites provide 24/7 coverage of the news, sport and showbiz stories that matter to more than 120m unique browsers every month. # # # --- ### Global Discovery Leader Taboola Strengthens U.S. Presence, Reaching More Desktop Users Than Google, Facebook, and Yahoo Sites, According to comScore URL: https://www.taboola.com/press-releases/global-discovery-leader-taboola-strengthens-us-presence-reaching-more-desktop-users/ Last Modified: 2016-01-26 14:43:06 Taboola now reaches 88% of the U.S. Internet audience on desktops according to December 2015 report by comScore NEW YORK, January 26, 2016 - Taboola®, the leading global discovery platform, today announced that it reaches more U.S. Internet users on desktop than Facebook, Google, and Yahoo Sites, according to comScore, a global leader in digital measurement and analytics. comScore’s findings were reported in its monthly Ad Focus ranking of desktop Internet users for December 2015, and the news comes just one month after the leading analytics company named Taboola the largest content discovery platform in the world. “The latest numbers from comScore validate our continued efforts towards our vision of building a new category we call ‘discovery,’ connecting people with content they may like and never knew existed, alongside search and social,” said Adam Singolda, Founder and CEO at Taboola. “Consumers are awash with information, and we’re excited about the opportunity to create new ways for brands and publishers to break through and engage with audiences across the web, providing meaningful scale and ROI-driven storytelling.” Highlights from comScore’s December Ad Focus report shows that Taboola reaches 88 percent of U.S. desktop users, more than Google (86.2%), Facebook (61.5%), and Yahoo Sites (60.3%). In December, Taboola announced that its platform now reaches over 750 million unique users around the world, generating 1.15 billion clicks on its personalized recommendations every month, according to the company’s internal data. In recent weeks, Taboola has signed multi-year strategic partnerships with some of the web’s largest global publishers, including AOL and Microsoft’s MSN. These recent collaborations have evolved beyond content recommendations to personalize the broader on-site experience for users and match relevant audiences with other items they may like but never knew existed, including products, services, apps, and more. Acting as a search engine in reverse, Taboola’s predictive technology analyzes hundreds of real-time signals (including device type, geography, context, referral source, social media trends, and more) to match people with the top handful of items they are most likely to be interested in consuming next. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Los Angeles, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. #  #  # --- ### AOL Announces Strategic Partnership With Taboola URL: https://www.taboola.com/press-releases/aol-announces-strategic-partnership-with-taboola/ Last Modified: 2016-01-25 11:42:22 Expands sponsored-content recommendations to AOL's media properties in the US, UK and Canada Companies to explore opportunities for collaboration on new data initiatives and mobile-centric content experiences NEW YORK, NY -- January 20, 2016 – AOL today announced a strategic partnership with Taboola with the goal of delivering better content and advertising experiences for AOL's more than 500 million and Taboola's more than 750 million global users*.Taboola's leading discovery platform will be integrated across all premium brands under the AOL umbrella including AOL.com, The Huffington Post, TechCrunch, Engadget, AutoBlog, AOL Mail and MapQuest in the United States, United Kingdom and Canada. This will enable major brands and content marketers to reach consumers across AOL properties through high-impact sponsored content recommendations. The partnership includes desktop, tablet, mobile web, and mobile apps. AOL and Taboola plan to advance the partnership through new data initiatives, which will offer greater insight into user-intent, as well as collaborate on mobile-first content experiences that leverage the publisher network of AOL and Taboola. Additionally, AOL expects to take an equity stake in Taboola, evidencing the desire of the parties for close collaboration on this long-term strategy. "Beyond the traditional native advertising business, this is a strategic partnership with a big and long term vision to solve together some of the publisher issues around off-network consumption of content," said Jimmy Maymann, EVP and President, AOL Content and Consumer Brands at AOL. "To fully be able to collaborate on that for the long term, we have the opportunity to take a stake in Taboola, which we're excited about." "We're entering a new era where social platforms are growing to become very powerful, asking users to consume content within their closed ecosystems and never leave. This is a long-term risk to journalism as we know it and publishers' underlying business," said Adam Singolda, Founder and CEO at Taboola. "In 2016 and the years ahead, building audience and gathering better data will become key to enabling publishers to defend their future, and we're excited to embark on new initiatives in this area, leveraging the combined global scale of AOL, Verizon, and Taboola." * Source: comScore Multi-Platform Worldwide Audience Custom Entity Report, November 2015 ** Source: Taboola ### About AOL AOL is a media technology company with a mission to simplify the internet for consumers and creators by unleashing the world's best builders of culture and code. As one of the largest online properties with over 500 million monthly global consumers of its premium brands and combined Microsoft inventory, AOL is at the center of disruption of how content is being produced, distributed, consumed and monetized by connecting publishers with advertisers on its global, programmatic content and advertising platforms. AOL's opportunity lies in shaping the future of the digitally connected world for decades to come. AOL is a subsidiary of Verizon. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web's most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers and agencies leverage Taboola to retain users on their sites, monetize their traffic and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Taboola Launches Personalized and Native Recommendations on MSN.com in U.S., Expanding to 50 International Markets URL: https://www.taboola.com/press-releases/taboola-launches-personalized-and-native-recommendations-msncom-us-expanding-50/ Last Modified: 2016-01-13 14:46:07 Taboola Platform Will Enable MSN Audiences Globally to Discover Content and Help Drive Deeper Engagement With Windows Apps and Products NEW YORK, JANUARY 12, 2016 -- Taboola®, a leading global discovery platform, today announced a strategic business relationship with Microsoft Corp. (NASDAQ:MSFT) to further expand content discovery on MSN worldwide. Taboola-powered sponsored content recommendations and native content ads are already seamlessly integrated into MSN’s desktop and mobile sites across 28 global markets (including the U.S., Canada, United Kingdom, France, Italy, Germany, India, Australia and Brazil) in nine languages, with rollout plans to reach a total of 50 international markets fully localized in 24 different languages. The core aspects of the cross-platform business relationship focus on audience development, engagement, and monetization for MSN.com by leveraging Taboola’s sophisticated predictive technology, and span all page types and placements including homepage, article, video, and photo gallery. Microsoft has also deployed Taboola’s Full Page Personalization technology on the MSN.com U.S. site, utilizing advanced data segmentation to create a fully customized, high-quality user experience for MSN visitors. “MSN is one of the largest global publishers, aggregators and distributors of premium content online, enabling our media partners worldwide to reach hundreds of millions of consumers every month,” said Joe Cepollina, Universal Store Principal Program Manager Lead of Microsoft. “Through our relationship with Taboola, we have built a new pillar of scalable monetization while giving our audiences a more deeply immersive and personalized content experience.” According to a November 2015 report by global digital measurement intelligence firm comScore Media Metrix, MSN content websites currently welcome over 397 million unique visitors every month around the world. Taboola’s predictive technology functions as a search engine in reverse. Rather than users inputting keywords to find information, Taboola powers the content to find specific users around the web after analyzing hundreds of real-time signals (including user content consumption, device, geography, context, referral source, social media trends, and more). Taboola founder and CEO, Adam Singolda, said, “Microsoft sets the standard for delivery of premium content and productivity tools. We look forward to working with the MSN team on driving audience growth, engagement and exciting monetization.” About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### Taboola Gains Strong Foothold in Germany, Signs Exclusive 3-Year Agreement with Axel Springer’s DIE WELT URL: https://www.taboola.com/press-releases/taboola-gains-strong-foothold-in-germany-signs-exclusive-3-year-agreement-with-axel-springers/ Last Modified: 2015-12-22 10:38:14 Global Discovery Leader Inks Multi-Million Dollar Deal with Leading German Publisher, Driving Audience Engagement and Revenue Across Desktop and Mobile NEW YORK and BERLIN, DECEMBER 22, 2015 - Taboola®, the leading discovery platform, today announced an exclusive, multi-million dollar, 3-year partnership with DIE WELT, the flagship digital publication of German media powerhouse Axel Springer SE. Taboola’s personalized content recommendations and discovery solutions will be implemented across Welt.de’s desktop and mobile sites, increasing audience engagement while generating meaningful revenue for the publisher. Reaching nearly 14 million unique visitors each month, DIE WELT is one of Germany’s most influential and highly respected digital publications, covering the latest news in politics, economy, society, and culture. As DIE WELT continues to adapt to the ever-changing media environment, the partnership with Taboola will help drive company-wide efforts around mobile audience growth, audience engagement, and personalization. Throughout 2015, Taboola has been heavily focused on expanding its European footprint, signing deals with several leading European publishers including Daily Mail, Johnston Press, L’Express, Euronews, Marie Claire, and more. The company’s European growth combined with newfound partnerships across Latin America and Asia-Pacific helped propel Taboola into the #1 position for distributing content worldwide, reaching 640 million unique desktop users, as reported by comScore. Taboola’s proprietary technology analyzes hundreds of real-time signals such as content consumption habits, geography, device, referral source, and social media trends to best match users with content they will most likely be interested in consuming. Personalized content recommendations surfaced by Taboola will drive users to videos, articles, and photo galleries across Welt.de, as well as sponsored content from around the web, which will create a significant new revenue stream for DIE WELT. “This partnership marks the latest step forward in our steadfast expansion into Europe, and we’re excited to double down on the German market,” said Adam Singolda, founder and CEO at Taboola. “We’re extremely honored and excited to be collaborating with such a highly respected publisher as Axel Springer, and we look forward to driving DIE WELT’s user engagement and monetization, connecting German audiences with high-quality content they may like and never knew existed.” About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### Taboola Hits Massive Milestone Achievement - Now Largest Discovery Platform in the World, Reaching 639.5M Global Desktop Users, According to comScore URL: https://www.taboola.com/press-releases/taboola-hits-massive-milestone-achievement-now-largest-discovery-platform-world/ Last Modified: 2015-12-03 14:47:30 Taboola Ranks #1 in October 2015 comScore Report and Crosses 1.15B Monthly Clicks NEW YORK and LONDON and SÃO PAULO, Brazil and BANGKOK, Thailand, DECEMBER 3, 2015 - Taboola®, the leading global discovery platform, announced today that it now reaches 639.5 million unique global Internet users on desktops, more than any other distributed content network in the world, according to comScore, a global leader in digital measurement and analytics. comScore’s findings were reported in monthly rankings of Distributed Content for October 2015. This announcement comes a little over one year after Taboola made news for its landmark achievement of reaching more U.S. desktop users than Facebook, Yahoo, and others. For the first time, Taboola is also sharing its click data, announcing a monumental achievement of crossing the 1.15 billion clicks per month threshold, proving that the quality and engagement of consumers around the world is extremely high when surfaced with personalized content recommendations. “October’s comScore data is a huge milestone for us given the company-wide emphasis we put on international markets, bringing personalization to people everywhere around the world. We now operate in countries such as Japan, China, Korea, Germany, UK, France, Brazil and many others,” said Adam Singolda, founder and CEO of Taboola. “We are extremely excited to continue to provide brands, publishers, and marketers with the most effective, ROI-driven discovery and native advertising solution on the market, with millions of people choosing to engage with Taboola over a billion times a month. This market we call Discovery is the next generation of search in its yield and user engagement, only instead of people looking for content - content looks for people.” Today’s announcement comes after several months of international growth, including the formation of strategic partnerships with Baidu, Gruppo Editoriale L’Espresso, Yahoo! JAPAN, and InMobi, among others. Taboola currently serves over 300 billion recommendations to over 750 million unique visitors every month across the Web and in mobile apps. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, São Paulo, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### Taboola Partners With Purplefriends, Bringing ROI-Driven Content Marketing to Highly-Connected Korean Market URL: https://www.taboola.com/press-releases/taboola-partners-with-purplefriends-bringing-roi-driven-content-marketing-to-highly-connected-korean/ Last Modified: 2015-11-02 11:27:08 Exclusive Media Partnership Will Recruit Korean Brands and Marketers to Promote Content Through Taboola, Reaching New Audiences Through Storytelling That Scales BANGKOK and SEOUL, NOVEMBER 3, 2015 - Taboola®, the world’s leading discovery platform, today announced an exclusive, media partnership with Purplefriends, a full-service marketing agency based in the Republic of Korea, and a member of Yello Digital Marketing (YDM), one of Asia’s leading digital marketing groups. The collaboration will expand on Taboola’s existing footprint in the Asia-Pacific region, recruiting new Korean brands and marketers to tap into the power of ROI-driven content marketing. Leading marketers around the world use Taboola’s discovery platform to drive performance across all aspects of the conversion funnel, from brand awareness to consideration to purchase. Powered by an advanced mathematical engine, Taboola delivers personalized content recommendations on top sites around the web through high-impact placements alongside editorial, across all devices. Mobile will be a main focus of Taboola’s partnership with Purplefriends, as Korea is arguably the most “connected” country in the world, with the highest average Internet connection speeds (reaching 25.3 mbps, according to We Are Social), and an 83 percent smartphone penetration rate, according to research company Digieco. Mobile commerce is booming in the region, with purchases from mobile devices reaching $9.8 billion, representing one third of all web-based sales. “Our mission at Purplefriends is to work with clients on finding the most effective channels for engaging new audiences, and content has become a vital aspect of successful digital strategies,” said Young Lee, Director Marketing Intelligence & Tech Division at Purplefriends. “Korean consumers are among the most savvy in the world, and are increasingly immune to traditional marketing tactics. Having built an entirely new channel from scratch, Taboola understands this shift in audience behavior, and we look forward to bringing that vision to marketers across the country.” Since opening an office in Bangkok, Thailand in 2013, Taboola has secured a significant Asia-Pacific presence through landmark partnerships with two of the region’s leading companies. In May, Taboola announced a strategic investment from Chinese search giant Baidu to further its growth plans and realize the full potential of the worldwide discovery market. Last year, Taboola teamed up with Yahoo! Japan to launch “Yahoo! Content Discovery” and bring ROI-driven content marketing to the Japanese market. “Marketers around the world are looking for new and more powerful ways of engaging with consumers, especially in markets like South Korea, where people are spending more and more time on mobile devices,” said Adam Singolda, founder and CEO of Taboola. “We’re honored to partner with such an innovative agency as Purplefriends, and our team is excited to bring discovery to one of the world’s most advanced digital media markets, offering Korean brands a new way to engage with audiences through storytelling that scales.” Taboola’s predictive technology analyzes hundreds of real-time signals (including device, collaborative filtering, geography, social media trends, and more) to deliver highly-personalized recommendations, connecting people with content they may like but never knew existed. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Purplefriends Headquartered in Seoul, South Korea, Purplefriends is the leading digital marketing company in South Korea. Having served more than 200 clients, including multinational companies as well as Korean conglomerates, Purplefriends is a dominant player delivering measurable performance results. Purplefriends is best known for its mobile marketing expertise and specializes in maximizing the power of clients’ digital marketing efforts by leveraging the latest web, social media, gaming, video and search marketing practices. Purplefriends is a fully owned subsidiary by Yello Digital Marketing (YDM), comprising 22 companies in 6 countries, serving more than 5,000 clients through its family companies. For further information about YDM visit: www.yellodm.com For more information about Purplefriends, visit us at: www.purplefriends.co.kr # # # --- ### InMobi and Taboola Partner To Engage Over One Billion Mobile Consumers Through Content Discovery on Native Platform URL: https://www.taboola.com/press-releases/inmobi-and-taboola-partner-to-engage-over-one-billion-mobile-consumers-through-content/ Last Modified: 2015-10-28 10:31:52 Global Partnership Enables Brands and Marketers To Deliver Personalized Content To Consumers on iOS and Android Devices NEW YORK, OCTOBER 29, 2015 - InMobi, the world’s most powerful mobile advertising platform, and Taboola®, the leading global content discovery platform, today announced a strategic partnership to connect iOS and Android users around the world with personalized content recommendations from around the web. Taboola’s technology will be integrated into InMobi’s vast mobile advertising network, spanning across 700 native mobile apps including news, information, entertainment, sports, productivity, gaming, messaging, and other verticals. As more brands and businesses adopt both content marketing and native advertising as an integral part of their marketing plans, this partnership provides a unique opportunity for users to learn about great products through stories they care about and enjoy—the key mission of InMobi's discovery commerce platform, Miip. Taboola’s current network, which already reaches more U.S. desktop users than Facebook according to comScore, will significantly expand as a result of the partnership with InMobi, enabling brands and marketers to reach an untapped market of over one billion premium mobile consumers across 200 countries. “We have been moving towards a native-first mobile advertising world which provides a more customized user experience and improved performance rates,” said Naveen Tewari, cofounder and CEO of InMobi. “Our partnership with Taboola is a direct extension of our mission to create non-disruptive content discovery experiences, and we’re thrilled to leverage Taboola’s high-quality content and predictive technology.” Taboola’s advanced mathematical engine analyzes hundreds of signals including device, geography, behavior, collaborative filtering, and social media trends to predict what content a user may most want to consume next. Mobile remains a vital part of Taboola’s business, with over 50 percent of the company’s revenue coming directly from mobile traffic. “The web is shifting from mobile-first to mobile-only. Marketers are looking for new and innovative ways to reach consumers at scale, especially in mobile, and storytelling is the most powerful method of connecting with individuals on an emotional level,” said Adam Singolda, founder and CEO of Taboola. “We’re excited to merge our many years of experience recommending personalized content with InMobi’s global network of native mobile apps to further drive engagement, brand awareness, and ultimately—action.” About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About InMobi InMobi is the world’s most powerful mobile advertising platform enabling brands, developers, and publishers to engage mobile consumers globally. Recognized by MIT Technology Review as one of the 50 Most Disruptive Companies, InMobi reaches over 1.4 billion unique mobile devices across 200 countries. To learn more, visit www.inmobi.com, follow us on Twitter @InMobi, or discover the latest mobile insights at www.inmobi.com/insights. Developers, start monetizing today by downloading our SDK at www.inmobi.com/SDK. # # # --- ### Taboola Launches Thai Language - Brings Content Discovery to Thairath, Thailand’s Oldest Native-Language Newspaper URL: https://www.taboola.com/press-releases/taboola-launches-thai-language-brings-content-discovery-thairath-thailands-oldest/ Last Modified: 2015-10-21 11:33:21 Exclusive Partnership Will Boost Reader Engagement Through Personalized, Multi-Platform, Thai-Language Content Recommendations BANGKOK, OCTOBER 21, 2015 - Taboola®, the leading discovery platform, today announced an exclusive partnership with Thairath, Thailand’s oldest native-language newspaper and one of the country’s leading periodicals with a daily print circulation of over 1 million. Taboola’s personalized recommendations will be seamlessly integrated across Thairath’s desktop and mobile websites, boosting reader engagement and creating a significant new revenue stream for the publisher. Thairath attracts a broad audience interested in popular content spanning politics, economics, society, sports and entertainment. Taboola’s predictive engine will help users discover more content they may like, including both “organic” content from Thairath’s many on-site verticals, as well as promoted stories from around the web. Taboola’s predictive engine analyzes hundreds of real-time signals (including geography, context, referral source, social media trends and more) to match people with the pieces of content they are most likely to be interested in consuming next. In addition to serving Thai-language recommendations, Taboola supports dozens of languages around the world, including Spanish, French, German, Hebrew, Hindi, Japanese, Portuguese and more. “Thailand is a very exciting market in Asia Pacific with massive growth opportunity, as many people throughout the country are in the process of connecting to the Internet for the first time,” said Adam Singolda, founder and CEO of Taboola. “Thairath has long been a leading voice in the Thailand market, and the company is now ahead of the curve in developing its online properties. We look forward to working with the Thairath team on the next phase of this transformation, driving efforts around user engagement and monetization, and connecting Thai audiences with content they may like but never knew existed.” About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### Euronews Names Taboola Exclusive Discovery Partner To Boost Video Engagement and Monetize Content on Desktop and Mobile URL: https://www.taboola.com/press-releases/euronews-names-taboola-exclusive-discovery-partner-boost-video-engagement-and-monetize/ Last Modified: 2015-10-14 12:01:26 International News Media Hub Signs Multi-Year Agreement With World’s Leading Discovery Platform For Personalized Recommendations in 13 Languages NEW YORK and LONDON, OCTOBER 14, 2015 - Taboola®, the leading discovery platform, today announced an exclusive, multi-year partnership with Euronews, the most-watched news channel in Europe and leading multilingual, pan-European news site. Taboola’s personalized onsite and sponsored content recommendations will be seamlessly integrated across Euronews’ desktop and mobile sites, spanning 13 different languages including Arabic, English, French, German, Greek, Hungarian, Italian, Persian, Portuguese, Russian, Spanish, Turkish, and Ukrainian. “As a leading global news channel and digital hub, increasing video views has always been a primary focus for Euronews, particularly as our mobile audience continues to grow at such a highly rapid pace,” said Olivier de Montchenu, Managing Director, Sales of Euronews. “Taboola has mastered the ability to personalize recommendations in a data-driven way thereby increasing the likelihood of a user to engage with our content, making them the ideal discovery partner choice for us.” Last year, Euronews announced an audience record of 13.6 million unique visitors on YouTube, which currently boasts 31 channels and over 900K total subscribers. By teaming up with Taboola, Euronews is now empowered to expand video viewership beyond YouTube, increasing engagement on its owned and operated digital properties. With 8.4 million unique visitors each month across desktop and mobile, according to comScore, Euronews is poised to significantly boost audience engagement as a result of the partnership, which will also create a new revenue stream for the publisher. Taboola’s predictive technology, which first developed a discovery solution specifically for video before widening its focus to include articles and photo galleries, analyzes hundreds of real-time signals including geography, device, user behavior, and social media trends. Leveraging the collected data and advanced mathematics, Taboola’s engine determines what content a person may most want to engage with next, personalizing the content discovery experience for each specific user. “With mobile continuing to explode around the world, online video will be a key driver in every publisher’s success because it's highly engaging, ‘snackable’ content that can easily adapt to 4.5-inch size screens,” said Adam Singolda, founder and CEO of Taboola. “We’re excited to team up with such an influential and global news leader as Euronews and look forward to working together on keeping the audience engaged with personalized content recommendations.” With headquarters in New York City and its European operations based in London, Taboola has inked partnerships with several leading European publishers including Daily Mail, Hearst, Johnston Press, NextRadioTV, Lagardere, Eurosport, Marie Claire, and Purch. About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About EuroNews Euronews, the most-watched news channel in Europe, is an independent and multi-platform media hub. Euronews covers news worldwide, offering a unique perspective on events through factual analysis. Four hundred journalists, from more than 30 countries, report round-the-clock in 13 editions (Arabic, English, Persian, French, German, Greek, Hungarian, Italian, Portuguese, Russian, Spanish, Turkish and Ukrainian). Established in 1993 in Lyon, France, the channel is received by 420 million homes in 156 countries, and offers a complete range of products: websites, smart TV, radio, on-board technology (for cars), and portable technology (mobile apps, smartwatch). In 2015 Euronews will launch Africanews, the first pan-African multilingual news channel. Find Euronews in your country: click here.   # # # --- ### American Media, Inc. and Taboola Bring Discovery to Leading Entertainment and Lifestyle Brands, Including Radar Online, OK! Magazine, and Men’s Fitness URL: https://www.taboola.com/press-releases/american-media-inc-and-taboola-bring-discovery-leading-entertainment-and-lifestyle/ Last Modified: 2015-10-06 11:55:31 Exclusive, Two-Year Partnership Will Deliver Taboola’s Personalized Recommendations and Monetization Solutions Across AMI’s Desktop and Mobile Sites NEW YORK, OCTOBER 6, 2015 - Taboola®, the leading discovery platform, today announced an exclusive, two-year partnership with American Media, Inc. (AMI), the leading publisher of popular celebrity, health and fitness brands in the United States, reaching over 120 million unique monthly visitors. Taboola’s content discovery technology will be integrated  across AMI’s entire network, boosting engagement and monetization on the publisher’s highly-trafficked desktop and mobile sites including Radar Online, Men’s Fitness, Star, OK! Magazine, National Enquirer and Muscle & Fitness. The partnership draws on many aspects of Taboola’s robust discovery platform. In addition to the implementation of personalized content recommendations from around the web to engage AMI’s audience and help generate meaningful revenue, the publisher will also be launching expanded efforts around Taboola’s Audience Exchange™ architecture. Operated through a flexible and easy-to-use dashboard, Taboola Audience Exchange allows AMI to better manage and optimize the flow of traffic across its network and partner sites, and the publisher has already seen increased engagement through early tests on Radar Online, OK! Magazine and Star. AMI is also planning to leverage Taboola Native, a white-labelled version of Taboola’s discovery platform, which will empower AMI’s properties to directly sell both on-site and off-site sponsored content campaigns. “AMI’s popular online destinations are some of the fastest growing media brands in their respective categories, publishing timely and captivating content around the culture’s most talked-about topics,” said Brian Kroski, Chief Digital Officer at AMI. “This new partnership allows AMI to incorporate Taboola’s state-of-the-art technology and digital media know-how into our overall audience development efforts.” Taboola’s discovery platform is powered by an advanced predictive engine that analyzes hundreds of real-time signals (including geography, content, referral source, social media trends, and more) to match people with the top handful of content items they are most likely to be interested in consuming next. All aspects of the platform -- including Audience Exchange and Taboola Native -- are provided free of charge to Taboola’s publisher partners. “Online media has never been more dynamic and fast-changing than it is today, and it’s key for major publishers like AMI to utilize an array of solutions for managing and developing audience-related efforts,” said Adam Singolda, founder and CEO of Taboola. “Our team is constantly researching and developing new capabilities to build into our platform, and we’re very excited to partner with such a leading media company as AMI, empowering both its editorial and business teams, and helping new audiences discover content they may like but never knew existed.” “AMI has a long history of engaging large readerships, across many different verticals, and it’s been exciting to expand on this mission with our online properties,” said Dave Thompson, EVP of Digital Media at AMI. “We look forward to leveraging the full breadth of the Taboola platform, using its predictive technology and analytics to uncover new strategies around personalizing the on-site user experience and boosting our overall monetization efforts.” About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About American Media American Media, Inc. (AMI) owns and operates the leading print and digital celebrity and active lifestyle media brands in the United States. AMI’s titles include National Enquirer, Star, OK!, Globe, National Examiner, Soap Opera Digest, Men’s Fitness, Muscle & Fitness, Flex and Muscle & Fitness Hers. AMI also manages 14 different digital sites including RadarOnline.com, OKmagazine.com, MensFitness.com and MuscleandFitness.com. AMI’s magazines have a combined total circulation of 2.1+ million and reach more than 35 million men and women each month. AMI’s digital properties reach an average of 50 million unique visitors and 348 million page views monthly.   # # # --- ### Business Insider Australia Launches Taboola Across Desktop and Mobile Sites To Drive Engagement and Revenue URL: https://www.taboola.com/press-releases/business-insider-australia-launches-taboola-across-desktop-and-mobile-sites-drive/ Last Modified: 2015-09-30 10:48:37 BANGKOK and SYDNEY, SEPTEMBER 30, 2015 - Taboola®, the world’s leading discovery platform, today announced the official launch of its personalised content recommendations on Business Insider Australia, the local edition of the leading digital business title that reaches 2 million unique browsers in Australia every month. Business Insider Australia’s publisher, Allure Media, also leverages Taboola for content discovery and monetization on its other digital properties including the Australian editions of Gizmodo, Lifehacker, and Kotaku. “Optimising engagement remains one of our primary missions for Business Insider Australia, and Taboola’s personalised content recommendations from around the web are supercharging that effort,” said Paul Colgan, editor in chief of Business Insider Australia. “As our mobile audience continues to grow, Taboola’s advanced technology and proprietary management tools are proving to be the most efficient multi-platform solution for monetization while also providing us with valuable audience insights that inform our editors about the type of content our audience enjoys most.” Delivering global coverage of breaking news and current affairs for aspirational business leaders, Business Insider Australia features the latest technology, money and markets news, along with ideas to inspire executives and high-end lifestyle features. The partnership between the publisher and Taboola will enable Allure Media to generate revenue in an innovative way and continue developing its loyal readership. Taboola’s predictive technology analyses hundreds of real-time signals (such as geography, device type, browsing history, collaborative filtering, and social media trends) to best match content with a specific user most likely to be interested. “Business Insider Australia is one of the most highly respected news sites in the region, and we are extremely excited about working with Allure Media to boost engagement, and revenue via audience segmentation and personalization, which we believe are the key factors to successful digital publishing,” said Adam Singolda, founder and CEO of Taboola. “We look forward to connecting business leaders across Australia with content they may like and never knew existed.”  About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.   # # # --- ### NDTV Convergence Inks Largest Deal in the Indian Digital Media Space with Taboola valued at Rs. 90-100 Crores (USD 13-15 Million) URL: https://www.taboola.com/press-releases/ndtv-convergence-inks-largest-deal-in-the-indian-digital-media-space-with-taboola-valued-at-rs-90-100/ Last Modified: 2015-09-30 10:33:26 Enters into strategic three-year partnership with Taboola to enable content recommendations across all its digital platforms  NEW DELHI, SEPTEMBER 30, 2015 - NDTV Convergence, the digital arm of NDTV group which owns and operates the flagship portal, www.ndtv.com and all other digital properties of the Group, today signed one of the largest deals in new media space with Taboola® to power content recommendations across their entire network of desktop and mobile sites. The deal is estimated to be worth Rs. 90-100 Crores (approximately USD 13-15 million) for NDTV over the course of the agreement based on traffic projections across Web and Mobile. NDTV Convergence announced a three-year partnership with Taboola, the leading content discovery platform, to power content recommendations to its large audience of over 60 million unique visitors. Taboola will serve as the exclusive, multi-platform content discovery partner across all its properties. In addition to providing advertisers with an option to now target the premium NDTV audience through native content marketing, Taboola will also work with NDTV to increase user engagement. Commenting on this partnership, Vikram Chandra,Group CEO & Executive Director, NDTV says, “We are really happy to extend this partnership with Taboola who have been great partners over the last year. This truly is a landmark deal given its size and scale, making it the largest and one-of- its kind in the Indian digital media eco-system. This association further re-inforces our leadership position in the digtal space: something that has been built through credible content and great user experience Suparna Singh, CEO and Managing Editor NDTV Convergence says, “We are always striving to provide our consumers with high-quality and the best possible content. When we started this journey, the web was a much simpler place. Today, as social media feeds continue to fragment the user base, we need to customize content based on user interest. As always, we aim to be on the cutting edge and this partnership also gives us a new and unique way to monetise our growing audience across platforms.” “It’s an incredible honour to work with such a highly respected global publisher as NDTV, and we look forward to working with Vikram, Suparna, and the entire NDTV editorial team in continuing to boost overall audience engagement and revenue,” saysAdam Singolda, Founder and CEO of Taboola. “We see India as a massive opportunity for marketers to reach new audiences since so many citizens are accessing the Internet for the first time via mobile, and this partnership is a testament to our commitment to providing Indians with high quality content they may like and never knew existed.” About NDTV Convergence: NDTV Convergence Limited, the digital arm of the NDTV Group, exploits the synergies between television, internet and mobile. NDTV Convergence runs all the websites of the group including the flagship www.ndtv.com. The NDTV Convergence portfolio also includes the NDTV news Apps on iOS and Android platforms and also all the groups mobile initiatives including m.ndtv.com, a one-stop shop for news and infotainment content on the go and mobile content partnerships across telecom operators in India. NDTV Convergence also owns and operates leading portals in the field of Gadgets, Auto and Food. About Taboola: Taboola is the leading content discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @Taboola on Twitter. # # # --- ### Taboola Signs 3-Year Deal With Abrams Media to Power Network Wide Discovery and Monetization URL: https://www.taboola.com/press-releases/taboola-signs-3-year-deal-with-abrams-media-to-power-network-wide-discovery-and-monetization/ Last Modified: 2015-09-22 21:11:53 Leading Sites -- Including Mediaite, The Mary Sue, Styleite and The Braiser -- Leverage Taboola as Exclusive, Multi-Platform Content Discovery Partner NEW YORK, September 22, 2015 - Taboola, the leading discovery platform, today announced a three-year partnership with Abrams Media, the digital publisher of popular sites spanning news, politics, fashion, pop culture and food. Taboola will serve as the exclusive, multi-platform content discovery partner across Mediaite, The Mary Sue, Styleite and The Braiser, matching users with personalized content recommendations and driving engagement and monetization goals for the publisher. Powered by Taboola’s predictive technology, prominent recommendations alongside editorial will present users with promoted stories from around the web, driving substantial new revenue streams for Abrams Media. This effort builds on the publisher’s existing Taboola-X implementation, a programmatic offering which uses real-time bidding environments to surface recommended products and services for targeted audiences. The new collaboration also employs Taboola’s “audience exchange” architecture, a flexible and easy-to-use dashboard that allows Abrams Media to better manage and optimize the flow of traffic within its network. Driven by personalization technology, visitors on Mediaite can discover content they may like on partner sites, such as Styleite or The Braiser, increasing pages-per-visit across the network and fostering more loyal audiences. “Our team has spent the last five years identifying and developing what we call ‘passion pockets,’ highly-engaged audiences that gather online around a specific topic,” said Dan Abrams, founder and CEO of Abrams Media. “As our successful online brands continue to grow and mature, it’s vital that we seek out new ways to keep our visitors engaged and monetize our popular web properties. We’re very excited to work with Taboola on achieving both of those missions.” Taboola’s predictive engine analyzes hundreds of real-time signals (including geography, content, referral source, social media trends, and more) to match people with the top handful of content items in which they are most likely to be interested. “It’s rare to see a media company grow so fast as Abrams Media, and with the type of loyalty consumers have for the brand,” said Adam Singolda, founder and CEO of Taboola. “Passionate readership on sites like Mediaite are some of the most engaged on the web, and we’re thrilled to partner with the Abrams Media team on creating personalized experiences for these users, helping them discover even more content they may like but never knew existed.” About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Abrams Media Abrams Media is a suite of popular web properties with passionate and highly ​engaged audiences. Covering a wide variety of topics, Abrams Media is currently ​comprised of Mediaite.com​, TheMarySue.com​, Styleite.com​, and TheBraiser.com (SportsGrid.com was sold to Anthem Media in 2013). The brands of the Abrams Media network have each become leaders in their respective industries and ​regularly welcome well​ over 10 million unique monthly visitors. --- ### MEDIA ADVISORY: Taboola To Showcase Discovery Platform at dmexco 2015 URL: https://www.taboola.com/press-releases/media-advisory-taboola-to-showcase-discovery-platform-at-dmexco-2015/ Last Modified: 2015-09-14 14:53:15 LONDON and COLOGNE, SEPTEMBER 14, 2015 - Taboola, the world’s leading discovery platform, will showcase its advanced predictive engine, which currently serves over 300 billion recommendations to over 550 million unique visitors every month, at dmexco 2015 at Koelnmesse in Cologne, Germany. To book an appointment with a Taboola representative, please contact events@taboola.com. WHAT:    Taboola will host meetings with leading publishers and advertisers as well as showcase how its comprehensive platform leverages advanced mathematical technology to do the following: - Drive traffic and build an audience by recommending content on some of the Web’s most visited sites - Maximize revenue through high-quality sponsored content - Increase engagement by optimizing the value of editorial and native content WHEN: DMexco is September 16-17, 2015. The show is open on Wednesday from 9:30 am to 6:30 pm and Thursday from 9:30 am to 5:30 pm. WHERE: Koelnmesse Hall 06, Stand f047 Cologne, Germany About Taboola Taboola is the leading discovery platform, serving over 300 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### Leading UK Publisher Johnston Press Launches Exclusive, Multi-Year Deal With Global Discovery Technology Leader Taboola URL: https://www.taboola.com/press-releases/leading-uk-publisher-johnston-press-launches-exclusive-multi-year-deal-with-global/ Last Modified: 2015-09-01 12:02:51 Taboola’s personalised content recommendations are seamlessly integrated across Johnston Press’ 200+ local and regional sites, driving audience engagement and revenue  NEW YORK and LONDON, September 1, 2015 - Taboola, the leading discovery platform, today announced an exclusive, multi-year partnership with Johnston Press, one of the UK’s largest local and regional multimedia organisations. Taboola’s personalised content recommendations are seamlessly integrated across the Johnston Press network of over 200 desktop and mobile sites, including The Scotsman, The Yorkshire Post, Belfast Newsletter and The News, Portsmouth. With 20 million unique visitors each month across the UK, Johnston Press’ online audience remains one of the largest monthly digital audiences of any regional publisher in the UK. The partnership enables Johnston Press to drive high-quality traffic to its sister sites while also engaging visitors with sponsored content from around the Web, creating a new revenue stream for the publisher. “Johnston Press is heavily invested in delivering the most informative and interesting content to our users, and our partnership with Taboola allows us to build on this engagement even further,” said Jeff Moriarty, Chief Digital and Product Officer at Johnston Press. “As mobile traffic becomes increasingly important for us, and we develop highly localised native advertising solutions for customers, Taboola’s best-of-breed content recommendations are proving to be a valuable multi-platform solution.” Mobile traffic is rapidly growing throughout the U.K., now accounting for nearly half of all traffic in the region, according to a new report from Affiliate Window. Taboola’s personalized content recommendations are fully optimized for both desktop and mobile, and are powered by an advanced, predictive engine that connects specific users to content they may most want to consume next by analyzing hundreds of signals in real-time, including a user’s geography, device, and browsing history. Taboola has been growing steadily in the U.K. since opening its London-based operations in 2012, and recently surpassed YouTube in its reach of U.K. Internet users on desktop, according to global digital measurement and analytics leader comScore. “Our partnership with Johnston Press is a symbol of our long term dedication to the U.K. market,” said Adam Singolda, founder and CEO at Taboola. “We’re excited to be working with Jeff Moriarty and the team at Johnston Press on enabling relevant and personalized discovery experiences in the country, and look forward to exploring even more engagement opportunities with Johnston Press in the future.”   About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Johnston Press Johnston Press is one of the largest local and regional multimedia organisations in the UK. We provide news and information services to local and regional communities through our portfolio of publications and websites - 13 paid-for daily newspapers, 195 paid-for weekly newspapers, 40 free titles, ten lifestyle magazines and 198 local news and e-commerce websites. Each month our news brands touch the lives of 29m people across our publishing regions, delivering extensive coverage of local news, events and information. We also provide regional and national advertisers with access to reach and engage with local audiences and serve as an important advertising platform for Small and Medium Enterprise (SMEs).   #  #  # --- ### Allure Media Chooses Global Discovery Leader Taboola To Increase Audience Engagement and Revenue URL: https://www.taboola.com/press-releases/allure-media-chooses-global-discovery-leader-taboola-to-increase-audience-engagement-and/ Last Modified: 2015-08-26 10:47:01 Australia’s Fastest Growing Publisher Partners with Taboola for High-Quality Content Recommendations Across Desktop and Mobile BANGKOK and SYDNEY, August 26, 2015 - Taboola, the leading discovery platform, today announced that it has signed an agreement to be the content recommendation partner for Allure Media’s Australian editions of Gizmodo, Lifehacker, Kotaku and Business Insider. Allure Media partners with some of the most innovative publishers on the Web to bring world leading brands to Australia such as Business Insider, Kotaku, Gizmodo, Lifehacker, POPSUGAR, ShopStyle, WhoWhatWear, Byrdie, and MyDomaine. Taboola’s personalized content recommendations will be integrated across several of Allure Media’s sites on desktop and mobile. The collaboration will create a unique opportunity for Allure Media to generate direct revenue and continue its trajectory of audience growth. “We are very excited to team with Taboola. Taboola’s predictive personalization technology will help optimise engagement and revenue across all of our sites as well as improve our understanding of what content our audience enjoys most,” said Danny Allen, publisher of the Australian editions of Gizmodo, Lifehacker and Kotaku, which have now deployed Taboola. According to Nielsen Market Intelligence (April 2015), Allure Media reaches over 8 million unique browsers in Australia every month with its premium, fast-paced, digestible content produced by high profile local editors. “Our partnership with Allure Media is an important step in the expansion of our Australian footprint. We’re very excited about the opportunity to work together with Allure Media’s team on the next generation of personalization, segmenting audiences, leveraging storytelling to drive engagement, revenue, and audience growth in the years to come,” said Adam Singolda, founder and CEO of Taboola. “With so many iconic and influential brands within Allure Media, we look forward to connecting more Australians than ever before with content they may like and never knew existed.” Taboola’s advanced mathematical technology analyzes hundreds of real-time signals (such as geography, device, referral source, and social media trends) to predict what content a specific user may most want to engage with next.  About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. --- ### Ziff Davis and Taboola Team Up In 3-Year, Exclusive Partnership to Bring Discovery to Web’s Leading Influential Audiences URL: https://www.taboola.com/press-releases/ziff-davis-and-taboola-team-3-year-exclusive-partnership-bring-discovery-webs-leading/ Last Modified: 2015-08-12 11:58:53 Leading Technology, Gaming, and Men’s Lifestyle Publisher Selects Taboola As Multi-Platform Discovery Partner on All Properties, Including PCMag.com, IGN.com, and AskMen.com NEW YORK, AUGUST 12, 2015 - Taboola, the leading discovery platform, today announced a three-year, exclusive partnership with Ziff Davis, a leading global digital-media publisher in the technology, gaming and men’s lifestyle categories. Taboola’s personalized content recommendations will be seamlessly integrated into Ziff Davis’ portfolio of desktop and mobile websites, including PCMag.com, IGN.com, and AskMen.com, as well as the publisher’s native mobile apps. With over 120 million monthly unique visitors, Ziff Davis brands attract some of the web’s largest and most influential audiences. Trusted brands such as PCMag.com and IGN.com are popular sources of information for savvy tech and gaming consumers, and AskMen.com boasts an affluent, upwardly mobile audience of young professionals. Personalized on-site recommendations, powered by Taboola, will present these visitors with promoted content from around the web, driving monetization and engagement goals for the publisher. “Influential consumers and early adopters have become especially difficult to reach, given the number of sites dedicated to passions such as gaming or tech, and this makes our Ziff Davis relationship all the more exciting,” said Adam Singolda, founder and CEO of Taboola. “Not only do top brands like IGN.com and PCMag.com attract highly sought-after audiences, but they do so at a scale that surpasses many market standards. We’re thrilled to partner with the Ziff Davis team, and look forward to providing their sophisticated readers with content they may like but never knew existed.” Taboola’s predictive engine operates as a search engine in reverse, analyzing hundreds of real-time signals (such as geography, referral source, and social media trends) to match people with the right content at the right time. These recommendations will be implemented in prominent placements alongside Ziff Davis’ leading editorial content, engaging audiences at a valuable moment when they are open to discovering new stories and products. “Ziff Davis has a long history of matching enthusiasts with the best and most relevant content,” said Vivek Shah, CEO at Ziff Davis. “We’re very excited to work with Taboola to present our audiences with content from a variety of different sources and across all screens.” About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, New Delhi, Tel Aviv, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Ziff Davis, LLC Ziff Davis is a leading global digital-media company operating in the technology, gaming, entertainment and men’s lifestyle verticals. We reach over 120 million buyers, influencers and enthusiasts every month. Our brands – IGN, PCMag, AskMen, Speedtest, ExtremeTech, Geek, Toolbox, TechBargains, Ziff Davis B2B and emedia – produce and distribute premium content across multiple platforms and devices. We deliver advertising, performance marketing and licensing solutions to thousands of clients worldwide. Ziff Davis, a subsidiary of j2 Global, Inc. (NASDAQ: JCOM), is headquartered in NY with offices in SF, LA, Chicago, Seattle, Scottsdale, Montreal, Basingstoke, London and Sydney. Learn more at www.ziffdavis.com. # # # --- ### Taboola Exclusive Discovery Partner for Gannett URL: https://www.taboola.com/press-releases/taboola-exclusive-discovery-partner-for-gannett/ Last Modified: 2015-08-04 12:11:00 NEW YORK, AUGUST 5, 2015 - Taboola, the leading discovery platform, today announced an exclusive, three-year strategic partnership with Gannett Co., Inc. (NYSE: GCI). Taboola’s recommendations will be seamlessly integrated across Gannett’s vast network of digital publishing assets in more than 110 markets. Using advanced data analysis of audience behavior, the companies will work together to provide relevant and engaging content recommendations for Gannett’s audience. “Taboola provides us with valuable insights that help us gain an enhanced understanding of how consumers are behaving across our entire network. This will help us test different content for specific audience segments for improved engagement,” said David Payne, Chief Product Officer of Gannett. Taboola, which recently inked exclusive partnership deals with several other media companies, including Bloomberg, NBC News Digital, The McClatchy Company, and Reader’s Digest, has made “the next generation of personalization” a strategic initiative for 2015. “As the digital ecosystem becomes more fragmented, consumers around the world should be seeing different executions of the web, tailored for them,” said Adam Singolda, founder and CEO of Taboola. “We’re excited to collaborate with such a top-notch and well respected media company such as Gannett and help connect users with content they may like and never knew existed.” Taboola’s predictive engine analyzes hundreds of real-time signals (including collaborative filtering, geography, context, referral source, social media trends, and more) to match people with specific content in which they are most likely to be interested. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, New Delhi, Tel Aviv, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Gannett Co., Inc. Gannett Co., Inc. (NYSE: GCI) is a new kind of media company committed to strengthening communities across the nation. Through trusted, compelling content and unmatched local-to-national reach, the company touches the lives of nearly 100 million people monthly. With more than 110 markets internationally, it is known for Pulitzer Prize-winning newsrooms, powerhouse brands such as USA TODAY and specialized media properties. To connect with us, visit www.gannett.com.    # # # --- ### The Associated Press Signs 2-Year, Exclusive Agreement With Taboola To Monetize and Engage Consumers In Native Mobile App URL: https://www.taboola.com/press-releases/the-associated-press-signs-2-year-exclusive-agreement-with-taboola-to-monetize-and-engage/ Last Modified: 2015-07-21 12:00:07 Largest U.S.-based News Agency Leverages Taboola To Drive Engagement and Revenue Across All Platforms NEW YORK, JULY 21, 2015 - Taboola, the world's leading discovery platform, today announced an exclusive, 2-year agreement with The Associated Press, the essential global news network. In an effort to drive audience engagement, Taboola's personalized content recommendations will be seamlessly implemented into the APMobile app for global and local news, as well as on its desktop and mobile websites used by digital publishers. Founded nearly 170 years ago, AP is a not-for-profit news cooperative that serves as one of the most trusted sources of independent news. AP Mobile allows users to customize their news feed and has been downloaded more than13 million times. “Native mobile app monetization is a big part of the future for online publishers, and we’re honored that The Associated Press has chosen to work with us,” said Adam Singolda, founder and CEO of Taboola. “The native app integration we have is truly beautiful and conveys the opportunity for consumers to discover personalized content in a native mobile environment. We look forward to working with the AP on boosting audience engagement, providing value to the readers, as well as to AP’s members.” Taboola’s algorithm-based recommendation engine analyzes hundreds of real-time signals including collaborative filtering, geography, context, device, and social media trends to match specific content with users that are most likely to be interested. When users engage with content on Taboola’s network, revenue is earned and split with the publisher. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, New Delhi, Tel Aviv, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### Taboola Scores Big With Discovery for Sports and Comic Book Fans Across the Web URL: https://www.taboola.com/press-releases/taboola-scores-big-discovery-sports-and-comic-book-fans-across-web/ Last Modified: 2015-07-09 14:55:07 Leading Online Communities -- 247Sports and ComicBook.com -- Leverage Taboola As Exclusive, Multi-Platform Discovery Partner NEW YORK, July 9, 2015 - Taboola, the leading discovery platform, today announced a multi-year partnership with 247Sports and ComicBook.com, two leading online communities for sports and comic book fans across the web. Taboola will be the exclusive discovery platform for both sites, delivering personalized content recommendations and monetization solutions on desktop and mobile. With a combined audience of over 19 million unique monthly visitors (according to comScore), 247Sports and ComicBook.com have become essential destinations for their respective fandoms, blending fresh content with data-driven products to create vibrant online communities. Taboola’s discovery technology will help boost engagement and revenue from this booming audience, which includes powerful social media followings. Last October, ComicBook.com ranked as the 11th most popular publisher on Facebook, surpassing CNN and MTV. Taboola’s personalized recommendations are optimized for all screen sizes, including mobile, where 247Sports and ComicBook.com receive a majority of their traffic. The collaboration also includes an implementation of Taboola Native, the latest addition to Taboola’s discovery platform that enables publishers to better sell their own on-site or off-site sponsored content campaigns. Taboola Native supports both CPC- and CPM-based monetization models, and guarantees 100% fill rates from Taboola’s premium network of content. “User experience is crucial for community-based sites like ours, and Taboola’s discovery platform integrates seamlessly with our online properties,” said Shannon Terry, CEO of 247Sports and ComicBook.com. “By equipping our team with new content promotion tools and real-time data, Taboola not only improves our on-site monetization, but also empowers our business team to better sell its own promotional products.” Acting as a search engine in reverse, Taboola’s predictive technology analyzes hundreds of real-time signals (including collaborative filtering, geography, social media trends, and more), matching people with the top content items they are most likely to be interested in consuming. “Online communities are where ‘super engaged’ audiences increasingly congregate to discover content they may like, and both 247Sports and ComicBook.com are extremely well positioned sites with truly dedicated fanbases,” said Adam Singolda, founder and CEO of Taboola. “We’re thrilled to partner with two of the leading brands in the online sports and entertainment worlds, and look forward to working together on providing unique discovery experiences for these audiences as they continue to attract even more fans around the world.” About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, New Delhi, Tel Aviv, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About 247Sports.com 247Sports is an independent digital sports media company which delivers ‘your team all the time’ with original sports and sports entertainment news on a team-by-team basis. 247Sports is the only sports content provider that reaches every type of fan, from social and casual followers to the most passionate of fans. About ComicBook.com ComicBook.com is an independent media company focused on pop culture, influenced by the robust comic book industry, whose iconic creations have become the driving force of mainstream entertainment behind today's blockbuster movies, hit TV shows, best selling video games, and more. # # # --- ### Media Advisory: Experience The World’s Leading Content Discovery Platform Taboola, at CES 2015 C Space URL: https://www.taboola.com/press-releases/media-advisory-experience-worlds-leading-content-discovery-platform-taboola-ces-2015/ Last Modified: 2015-07-05 15:00:17 NEW YORK, January 5, 2015 - Taboola, the leading content discovery platform, will showcase their technology from January 6-8, 2015 at the Aria Hotel during CES 2015 as part of C Space. Taboola currently serves over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Taboola reaches 86 percent of American desktop users; more than Facebook, AOL, and Yahoo, according to comScore, a global leader in digital measurement and analytics. Last month, Deloitte Touche Tohmatsu Limited (DTTL) named Taboola the second fastest growing technology, media and telecommunications company across Europe, Middle East & Africa (EMEA) and earlier this year, Deloitte Brightman Almagor Zohar named Taboola the number one fastest growing technology company in Israel. To meet with Taboola, please stop by our booth (#CS-9, Aria Hotel), or schedule an appointment by contacting onlinemarketing@taboola.com. WHO: Taboola, the world’s leading content discovery platform. WHAT: Exhibition and interactive demos showing Taboola’s comprehensive content discovery platform that enables publishers and marketers to drive traffic, monetize content, and increase audience engagement across websites, mobile apps, and connected TVs. WHERE: Aria Hotel, Taboola Booth: CS-9, 3730 South Las Vegas Boulevard, Las Vegas, NV 89109 Engage with Taboola at CES on social media: Follow us on Twitter Follow us on Instagram WHEN:            January 6-8, 2015 Tuesday, January 6: 10:00AM-6:00PM (PST) Wednesday, January 7: 9:00AM-6:00PM (PST) Thursday, January 8: 9:00AM-4:00PM (PST) MORE INFO: http://goo.gl/orKC0Q About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City with R&D in Israel, Taboola also has offices in Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.   #    #    # --- ### Taboola Continues to Demonstrate Massive Growth in the U.K. -- Reaches More Brits Than Youtube, According to comScore URL: https://www.taboola.com/press-releases/taboola-continues-demonstrate-massive-growth-uk-reaches-more-brits-youtube-according/ Last Modified: 2015-06-21 11:37:42 Taboola now reaches over 56% of U.K. Internet audience on desktops according to a comScore report London, January 21, 2015 - Taboola, the leading discovery platform, announced today that it now reaches more U.K. Internet users on desktop than Youtube, according to comScore, a global leader in digital measurement and analytics. This finding, based on December 2014 comScore Media Metrix data for the UK Market, follows Taboola’s U.S. announcement that September 2014 comScore data show Taboola reaching over 86% of U.S. Internet audience on desktops, more than Facebook, Google Sites, Yahoo, and AOL. “This report confirms our landmark growth in the U.K. and our efforts to provide brands, publishers and marketers meaningful scale and ROI” said Adam Singolda, founder and CEO of Taboola. “We are excited to continue building our U.K. presence, and to be able to connect even more users with information they may like and never knew existed.” comScore’s December reports show that Taboola reached more U.K. desktop users than Youtube.com (53.3%), with 56.5 percent reach. This also puts Taboola ahead of all content discovery platforms in the U.K. for desktop reach. This news about Taboola’s breakthrough comScore ranking comes after an exciting 2014 including the acquisition of programmatic advertising technology company Perfect Market now called Taboola-X, the launch of a strategic partnership with Yahoo! JAPAN, and Deloitte’s announcement naming Taboola as the fastest growing technology company in Israel. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including the Daily Mail, Hearst Magazine sites, USA TODAY, Business Insider, and The Weather Channel. Headquartered in New York City with R&D in Israel, Taboola also has offices in Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetise their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. #    #    # --- ### Taboola Expands Operations In Brazil URL: https://www.taboola.com/press-releases/taboola-expands-operations-brazil/ Last Modified: 2015-06-18 14:56:17 Global Discovery Leader Grows Footprint In Latin America, Signs Deals With Several New Brazilian Partners NEW YORK, June 18, 2015 - Taboola, the world’s leading discovery platform, today announced the expansion of its operations in Brazil. The expansion comes in response to proven demand for Taboola’s discovery platform in Brazil, where marketers seek unique ways of connecting with consumers on the web and in native mobile apps. The strategic decision to expand its international presence is an opportunity for Taboola to capture a rapidly growing portion of the discovery market, as Brazilians spend more time on the Internet than they do watching TV according to IBOPE Inteligência and reside in a nation with the largest smartphone market in Latin America, according to eMarketer. “As more and more Brazilians access the Internet from mobile devices, content discovery will become an integral part of the digital ecosystem,” said Adam Singolda, founder and CEO of Taboola. “Expanding our operations in Brazil allows us to focus on building the market in Latin America, providing a way for marketers to reach consumers while creating new revenue streams for publishers. We’re excited about broadening our engagement with the Brazilian market and look forward to working with hundreds of innovative marketers and publishers throughout the region.” Taboola is already offering content recommendations in both English and Portuguese across desktop and mobile websites in Brazil, and has inked deals with several new media partners this month, including international digital advertising company Maple. “Our global agency has had great success leveraging Taboola’s discovery platform thus far and we’re thrilled that Taboola is now dedicating additional resources to Brazil,” said Eduardo Paschoa, CEO of Maple Brazil. “I am confident that this expansion will help streamline our efforts and have a positive impact on all of our advertising clients’ content marketing campaigns in the coming months.” In the past quarter, news content has proven to be the most popular content consumed by Brazilians on Taboola’s network, followed by fitness and then entertainment. Taboola’s advanced mathematical technology analyzes hundreds of real-time signals including collaborative filtering, geography, context, device, and social media trends to predict which piece of content a specific user may most want to consume next. Taboola currently indexes over 5 million pieces of content from around the web. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, New Delhi, Tel Aviv, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### DailyMail.com Announces Investment in Taboola to Co-develop Content Marketing Ad Products URL: https://www.taboola.com/press-releases/dailymail-com-announces-investment-in-taboola-to-co-develop-content-marketing-ad-products/ Last Modified: 2015-06-04 11:40:39 NEW YORK, June 4, 2015 - DailyMail.com, the world’s largest English language newspaper website, today announced a $3 million dollar investment in Taboola, the world’s leading discovery platform. This joint initiative will see the development of next generation native advertising and content marketing offerings for DailyMail.com clients. Jon Steinberg, CEO of Daily Mail North America said, “Taboola and Adam have been amazing partners for DailyMail.com and Elite Daily in the U.S. We’ve already used their technology to optimize and deliver key native campaigns and in the next few months we’ll have new content ad products to offer our advertising clients. Stay tuned, we’re just getting started.” Today’s announcement marks the launch of ‘Taboola Native’, a white-labeled version of Taboola’s Discovery (‘related/recommended articles’) platform, which includes completely new formats placed directly on publisher sites. Taboola Native allows publishers to promote their own direct native offerings, and earn additional revenue by having Taboola backfill the units with its own advertiser demand. Adam Singolda, founder and CEO of Taboola: “We’re very excited that DailyMail.com has expanded their relationship with us, along with investing in Taboola. With a highly engaged audience of 225 million unique global browsers, the opportunity to engage brands at scale is massive, and I’m excited to be partnering with Jon and the DailyMail.com team on this journey of next-generation native advertising. “Today’s announcement of Taboola Native opens up a new opportunity for publishers to more easily present content that is engaging and integrated into their site, and drives engaging traffic to advertisers’ content living around the web, competing with Facebook and Twitter budgets. We’re offering content and technology that drives brand lift and purchase, enabling advertisers to optimize their marketing spend with publishers.” DailyMail.com has already been using Taboola Native technology to optimize on-site campaigns for advertisers like Strayer University and Comedy Central. DailyMail.com is also developing its own ad products with proprietary technology and formats that leverage Taboola’s related content recommendation algorithms across device platforms and content types. “Mobile is where the growth is. Video and content is where we currently see advertiser demand outstripping supply. We’re investing our own resources in innovating our editorial and ad products in these areas, and put simply, we value our working relationship with Taboola, the technology they offer and the benefits it offers our partners,” Mr. Steinberg said. Adam Singolda continued, “Taboola Native is free for everybody, enabling our partners’ direct sales teams to leverage their brand, data and relationships with their top advertisers. We’re doubling down on innovation around native advertising with DailyMail.com because they have one of the most engaged audiences on the web that consume more than 10 articles per visit.” To learn more about Taboola Native, visit Taboola at www.taboola.com or email info@taboola.com. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, New Delhi, Tel Aviv, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Daily Mail DailyMail.com is the most read English language newspaper website in the world with 225 million readers globally, 75 million of those coming from the United States. It was created by Martin Clarke, Publisher & Editor-In-Chief in 2007 in the United Kingdom. DailyMail.com originally launched in the United States as MailOnline in July 2010 with its first American newsroom in Los Angeles. In February 2012 it opened its American headquarters in New York and now has approximately 200 American employees forming part of the 700+ global team. While DailyMail.com is the masthead in the United States, MailOnline is the masthead in the United Kingdom. In Australia the site is called Daily Mail Australia. # # # --- ### Taboola Announces Exclusive, Three-Year Strategic Partnership with Business Insider to Drive Video Growth Amidst Burgeoning Mobile Web URL: https://www.taboola.com/press-releases/taboola-announces-exclusive-three-year-strategic-partnership-business-insider-drive/ Last Modified: 2015-05-28 11:17:09 Expanded Partnership Delivers Multi-Platform Discovery Solution to Leading Business Site NEW YORK, May 28, 2015 - Taboola, the leading discovery platform, today announced an expansion of its long-standing strategic partnership with Business Insider, the world’s leading business site, which has over 45 million monthly unique visitors. The exclusive, three-year agreement will leverage Taboola’s personalized recommendations to boost Business Insider’s on-site and mobile video audience engagement. Taboola’s predictive technology, which first cracked the code around video discovery before expanding into articles and photo galleries, will help users visiting Business Insider to discover premium video offerings through prominent, multi-platform, personalized content recommendations. Online video is an increasingly popular content format among mobile users, forecasted to account for 72 percent of total mobile data traffic by 2019, and making it a key growth driver for monetization amongst digital-first publishers such as Business Insider. “Our video focus continues to expand in scope, and we believe Taboola can help us find the right audience for that video,” said Julie Hansen, president and COO of Business Insider. “We look forward to working with Taboola to create new audience engagement opportunities across all devices.” Taboola, which recently entered into a multi-million dollar strategic partnership with Chinese search giant Baidu and raised $117M in an investment round led by Fidelity Management and Research Company, reports that mobile is already nearly half of its revenue. As mobile content consumption continues to grow, driven by video, Taboola’s ability to surface personalized videos people may like presents an optimal solution for mobile. Highly-personalized recommendations are generated by Taboola’s predictive engine, which analyzes hundreds of real-time signals (including collaborative filtering, geography, social media trends, and more) to match people with content they may like but never knew existed. “We’re thrilled to partner with an intelligence-driven publisher like Business Insider that is leading the way in the ever-changing online media space,” said Adam Singolda, founder and CEO of Taboola. “Taboola’s origin is rooted in online video which I believe will become more and more crucial for publishers. We’re excited about working with Business Insider on innovating the next generation of premium video, and taking part in Business Insider’s remarkable growth story.” About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, NBC News, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Business Insider Business Insider is a leading source of news that engages the new generation of business leaders. The digital-native outlet covers a wide range of subjects including business, technology, advertising, politics, science, and more. Founded in 2007, the flagship US-based site reaches 45 million unique visitors per month in the US (comScore). Business Insider also offers a subscription research service, Business Insider Intelligence, which provides in-depth insight, data and analysis of subjects that matter in today’s innovation age, including mobile, digital media, ecommerce, internet of things, and payments. Business Insider UK, the latest international version of the site, follows others in Australia, India, Malaysia, Singapore, Indonesia and China, as part of QQ.com. # # # --- ### Chinese Search Giant Baidu Makes Strategic Investment In Taboola, Bringing Discovery To China URL: https://www.taboola.com/press-releases/chinese-search-giant-baidu-makes-strategic-investment-taboola-bringing-discovery-china/ Last Modified: 2015-05-15 08:46:20 Leading Technology Companies Join Forces Amidst Booming Global Demand for Content Discovery  NEW YORK, May 18, 2015 - Taboola, the leading discovery platform, today announced a multi-million dollar strategic investment partnership with Baidu Inc. (NASDAQ: BIDU), the leading Chinese language Internet search provider. The partnership brings together two cutting-edge technology companies that are re-defining the "search" and "discovery" categories across the world's biggest markets. Together, Taboola and Baidu plan to bring discovery to the Chinese market, where mobile is the number one way people go online. The investment from Baidu is a follow-on to the $117 million Series E round of financing announced by Taboola this past February, and represents another significant vote of confidence in Taboola and the future of content discovery. Baidu ranks as the top website in China, and fourth most popular in the world (according to global traffic ranking firm Alexa), receiving tens of billions of search queries every day, about 75 percent of China’s combined PC and mobile search market share. Taboola has experienced massive growth since its inception in 2007, rising from less than $10 million annual revenue in 2012 to over $200 million in 2014. The Series E round in February was led by Fidelity Management and Research Company, and included existing investors Marker LLC­­­­ and Steadfast Capital, as well as new strategic investors Advance Publications (parent of Condé Nast and Advance Digital), Comcast Ventures, Mr. Carlo De Benedetti (chairman of the Gruppo Editoriale L'Espresso), Groupe Arnault (the controlling shareholder of LVMH), Yahoo! JAPAN, and others. “Though our roots are in China, Baidu actively seeks out innovative technology companies abroad to partner and invest with,” said Peter Fang, senior director of Corporate Development at Baidu. “Taboola’s remarkable vision and growth over the past few years captured the admiration of our executive team, and we’re very excited about the potential of the discovery market worldwide.” Taboola serves more than 200 billion monthly content recommendations to over 550 million users across some of the Web’s most innovative publisher sites in the US, UK, France, Germany, Italy, Thailand, India, Japan and Israel. Media and technology partners around the world have leveraged Taboola’s technology to launch local initiatives. Italy-based Gruppo Editoriale L’Espresso worked with Taboola on rolling out a new sponsored content business. Last year Taboola announced a strategic partnership with Yahoo! JAPAN to launch “Yahoo! Content Discovery,” introducing content recommendations onto hundreds of premium partner sites across the Yahoo! Japan News network. “We’re extremely honored to gain the support of such an esteemed global partner as Baidu,” said Adam Singolda, founder and CEO of Taboola. “We believe that discovery has massive growth potential in both existing and untapped markets around the world, and we plan to grow this new category even further with Baidu to help change the way people in China discover content they may like and never knew existed.” Taboola’s predictive technology analyzes hundreds of real-time signals (including collaborative filtering, geography, social media trends, and more) to deliver highly-personalized content recommendations. Its platform includes sophisticated targeting capabilities for marketers, and first-of-its-kind content optimization tools for publishers that are provided free of charge. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, NBC News, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Baidu Baidu, Inc. is the leading Chinese language Internet search provider. As a technology-based media company, Baidu aims to provide the best and most equitable way for people to find what they're looking for. In addition to serving individual Internet search users, Baidu provides an effective platform for businesses to reach potential customers. Baidu's ADSs trade on the NASDAQ Global Select Market under the symbol "BIDU". Currently, ten ADSs represent one Class A ordinary share.   # # # --- ### Reader’s Digest Association ‘Doubles Down’ On Digital with a Multi-Million Dollar, Multi-Year Partnership with Taboola URL: https://www.taboola.com/press-releases/readers-digest-association-doubles-down-digital-multi-million-dollar-multi-year/ Last Modified: 2015-04-14 14:57:31 Fifty-Three Million Users Projected to Discover Relevant Content They Never Knew Existed NEW YORK, April 14, 2015 - Taboola, the leading discovery platform, today announced an exclusive agreement with Reader’s Digest Association (RDA), home to some of the world’s largest media brands. The multi-million dollar and multi-year partnership was created to engage web visitors and drive audiences to RDA’s network of digital properties with personalized content they may like and never knew existed. Reader’s Digest Association will leverage Taboola’s sponsored content recommendations to help drive revenue from native placements that will be seamlessly integrated into Reader’s Digest, The Family Handyman, Taste Of Home, Haven Home Media and Taste Network across both desktop and mobile. “Our partnership with Taboola is an exciting step in continuing our commitment to bring the best digital experience to our users,” said Bonnie Kintzer, President and CEO of Reader’s Digest Association. “We’re thrilled to connect our audience of more than 53 million unique visitors with new content that they will find interesting and relevant.” Taboola’s content discovery platform employs advanced algorithms to analyze real-time signals including collaborative filtering, context, geography and social media trends to predict what content specific users may be interested in consuming next. “We are honored to be working with one of the most trusted, long-established publishers in the world, and as the Web moves to mobile, focus on a new revenue stream for Reader’s Digest via personalized content recommendations,” said Adam Singolda, founder and CEO of Taboola. To continue investing in audience growth, Reader’s Digest will leverage Taboola’s network of premium publishers, reaching 86% of desktop users in the US according to comScore. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City with R&D in Israel, Taboola also has offices in Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Reader's Digest Association Reader’s Digest Association (RDA) is a family of iconic brands that celebrate reading, sharing, and doing among consumers on print and digital platforms. Our portfolio of products includes our flagship magazine Reader’s Digest; Taste of Home, the world’s largest circulation food publication; The Family Handyman, America’s leading source for DIY; Taste Network, Haven Home Media and a suite of Enthusiast titles including Birds & Blooms, Country, Country Woman, Farm & Ranch Living, and Reminisce. For more than 90 years, we have simplified and enriched the lives of a passionate readership by discovering and expertly selecting the most interesting content in family, food, health, home improvement, finance, and humor. Reader’s Digest casts a global footprint by providing products and services around the world through owned and licensed operations. Further information about the company can be found at www.rda.com. # # # --- ### Taboola Inks Exclusive Agreement with Bloomberg URL: https://www.taboola.com/press-releases/taboola-inks-exclusive-agreement-bloomberg/ Last Modified: 2015-03-31 14:58:34 Taboola’s Personalized Content Recommendations Now Fully Integrated into BloombergBusiness.com NEW YORK, March 31, 2015 - Taboola, the leading content discovery platform, today announced that it has signed an exclusive, multi-year agreement with Bloomberg, the global business and financial information and news leader. Taboola’s personalized recommendations of articles, videos, and photo galleries now appear on BloombergBusiness.com on desktops and mobile devices. “We’re thrilled to strike a partnership around content discovery with such a prestigious news organization as Bloomberg,” said Adam Singolda, founder and CEO of Taboola. “Our company’s roots stem from video, and we’re confident in our ability to drive massive video growth as well as a personalized experience for audiences across all platforms.” Taboola’s mathematical algorithms examine over 100 different signals, including collaborative filtering, geography, user behavior, context, and social media trends to predict which specific piece of content a user may be interested in consuming next. "We are happy to extend our partnership with Taboola to continue to surface content that is interesting to our audience," said Paul Maya, global head of Bloomberg Digital. Taboola’s personalized sponsored content from around the Web provides publishers like Bloomberg with a native monetization experience and the ability to keep their audience engaged while generating meaningful revenue. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, NBC News, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. # # # --- ### Refinery29 Leads New Era of Data-Driven Publishing, Scores Record Homepage Performance With Taboola’s Newsroom, A Free, Revolutionary Content Optimization Solution URL: https://www.taboola.com/press-releases/refinery29-leads-new-era-data-driven-publishing-scores-record-homepage-performance/ Last Modified: 2015-03-24 08:41:28 Taboola’s self-service solution based on real-time, predictive analytics helps Refinery29 achieve a 45% boost in homepage CTR and up to 200% CTR lift on specific stories New York, March 24, 2015 - Taboola, the leading discovery platform, today announced the official launch of “Taboola Newsroom,” a free real-time technology enabling editors to score and optimize content performance across their desktop and mobile homepages. Refinery29, the largest independent fashion and style website in the United States, was testing Taboola Newsroom in a private beta to learn which content engages best, A/B test headlines and images, as well as generate best practices for the editorial staff. Since using Taboola Newsroom, Refinery29 has reported a 45 percent click through rate increase on their homepage per test and up to 200 percent CTR lift on specific stories. “By A/B testing different combinations of story placements, headlines and images with Taboola’s Newsroom, our editorial team can precisely determine which positioning to use on our homepage and then use those invaluable analytics to inform our social strategy, which is one of the main ways our audience consumes content,” said Jessica Novak, senior content strategist of Refinery29. “Taboola has empowered us to take a very scientific approach in keeping our audience engaged as much as possible, and Newsroom is now an integral part of our overall content strategy.” Designed to provide publishers with the ability to manage and optimize content engagement and monetization, Newsroom is the first free tool on the market that allows publishers to A/B test content assets and benchmark performance with just a few clicks. Newsroom is fully integrated into Taboola’s comprehensive content discovery platform, offering editors the ability to automate areas on the homepage to drive personalization and audience engagement within a limited subset of content pre-chosen by them. “In a web that is so complex, between mobile and social driving new behaviors -- we strongly believe that all publishers of the future need real-time data to inform their content strategy decisions,” said Adam Singolda, founder and CEO of Taboola. “Much like standard analytics became common across the entire web, the next generation will help publishers to not only know what’s going on - but act on it.” To learn more about Newsroom, visit Taboola at www.taboola.com or email info@taboola.com. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City with R&D in Israel, Taboola also has offices in Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Refinery29 Refinery29, the largest independent fashion and style website in the United States, is a lifestyle platform that delivers nonstop inspiration to live a more stylish and creative life. Through award-winning original programming, Refinery29 connects a fast-growing audience of users with content, commerce, and community, giving them all the tips, tricks, and tools they need to live a more beautiful life – and share it with the world. www.Refinery29.com #    #    # --- ### Taboola Inks Strategic Partnership With The McClatchy Company, Iconic Newspaper Group With More Than 40 Million Global Readers URL: https://www.taboola.com/press-releases/taboola-inks-strategic-partnership-with-the-mcclatchy-company-iconic-newspaper-group-with-more-than-40/ Last Modified: 2015-02-24 11:47:47 New York, February 24, 2015 - Taboola, the leading content discovery platform, today announced that it has partnered with news and information leader The McClatchy Company. Taboola will begin serving personalized content recommendations to McClatchy's 30 digital newspaper properties in 15 states across the United States, including in many state capitals, reaching more than 40 million global readers a month across desktop and mobile platforms. The addition of Taboola’s discovery platform to sites including The Sacramento Bee, The Modesto Bee, Miami Herald, The News & Observer, El Nuevo Herald, and Tri-City Herald, will enable McClatchy to both engage consumers and generate revenue. Taboola will deliver a native integration of content recommendations to users based on a proprietary technology that analyzes context, collaborative filtering, geographic location, social media trends, and other signals. “We're proud to be collaborating with such an esteemed and long-established publisher, and to work with McClatchy on changing the way people discover content they may like and never knew existed,” said Adam Singolda, founder and CEO of Taboola. “As our audience shifts to mobile, we are always looking to find new ways to add value to and monetize our online content,” said Christian Hendricks, Vice President Interactive Media of The McClatchy Company. “With Taboola’s technology, we can provide readers with additional, personalized content in the form of relevant sponsored stories.” In October, Taboola announced that it reached 86 percent of all desktop users in the US, according to comScore’s September data, which is more than Facebook, Yahoo, AOL, and Google Sites. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City with R&D in Israel, Taboola also has offices in Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About McClatchy The McClatchy Company is a 21st century news and information leader, publisher of iconic brands such as the Miami Herald, The Kansas City Star, The Sacramento Bee, The Charlotte Observer, The (Raleigh) News and Observer, and the (Fort Worth) Star-Telegram. McClatchy operates media companies in 28 U.S. markets in 14 states, providing each of its communities with high-quality news and advertising services in a wide array of digital and print formats. McClatchy is headquartered in Sacramento, Calif., and listed on the New York Stock Exchange under the symbol MNI. #    #    # --- ### Taboola Completes $117 Million Financing Round to Drive Global Expansion and Next Generation Personalization For Users, Publishers and Marketers URL: https://www.taboola.com/press-releases/taboola-completes-117-million-financing-round-drive-global-expansion-and-next/ Last Modified: 2015-02-04 09:38:33 Fidelity Management and Research Co. leads the round joined by Advance Publications (parent of Condé Nast and Advance Digital), Comcast Ventures, Mr. Carlo De Benedetti (Chairman of the Gruppo Editoriale L'Espresso), Groupe Arnault (the controlling shareholder of LVMH), Yahoo! JAPAN, and additional strategic investors NEW YORK, February 4, 2015 - Taboola, the leading content discovery platform, today announced that it has completed a $117 million financing round led by Fidelity Management and Research Company, the investment adviser to Fidelity’s family of mutual funds. Also participating in the round are existing investors Marker LLC­­­­ and Steadfast Capital, as well as new strategic investors including Advance Publications (parent of Condé Nast and Advance Digital), Comcast Ventures, Mr. Carlo De Benedetti (chairman of the Gruppo Editoriale L'Espresso), Groupe Arnault (the controlling shareholder of LVMH), Yahoo! JAPAN, and others. The new Series E funding brings Taboola’s total capital raised to $157 million. Taboola has been experiencing massive growth in revenue, mobile usage, and profitability since its inception in 2007, focusing first on cracking the code of personalized video recommendations and later moving into editorial and sponsored content recommendations. A significant portion of Taboola’s current revenue comes from mobile devices. A key driver of Taboola’s rapid growth has been their focus on providing value to consumers as well as measurable ROI for both publishers and marketers. Taboola has also been expanding globally, achieving success overseas with offices now located in New York, London, Pasadena, Bangkok, and Tel Aviv. Last summer, Taboola launched a strategic partnership with Yahoo Japan (now an investor), and soon after acquired programmatic advertising technology company Perfect Market. More recently, Taboola hit a landmark achievement when comScore, a global leader in digital measurement and analytics, published reports showing the company ahead of Facebook, Yahoo, and AOL with Taboola now reaching 86 percent of American desktop users. The financing will be used by Taboola to continue its growth in the discovery market, focusing on technological innovations, expanding globally, and full-page personalization. “It’s extremely humbling to have such prestigious investors, both existing and new, join the Taboola family because they believe in our team and vision,” said Adam Singolda, founder and CEO of Taboola. “We started Taboola with a mission to build a search engine in reverse -- instead of people looking for information, information now looks for us. As a company, we focus on culture, technology and tangible assets that our partners appreciate and can measure. This round will help us fuel growth, and launch next generation personalization technology to further connect consumers with information they may like and never knew existed.” Taboola serves more than 200 billion content recommendations to over 550 million users every month across some of the Web’s most innovative publisher sites including USA Today, Business Insider, Chicago Tribune, FOX Sports, and The Weather Channel. Credit Suisse acted as the exclusive private placement agent to Taboola. About Taboola Taboola is the leading discovery platform, serving over 200 billion recommendations to over 550 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, NBC News, Business Insider, Chicago Tribune, FOX Sports, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Tel Aviv, Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. #    #    # --- ### Tribune Broadcasting Working Exclusively With Taboola, Personalized Content Recommendations Now Appear Across 40 Websites And 80 Mobile Apps URL: https://www.taboola.com/press-releases/tribune-broadcasting-working-exclusively-with-taboola-personalized-content-recommendations/ Last Modified: 2014-11-20 11:28:30 Taboola’s recommendations are now seamlessly integrated into local television sites/ apps including KTLA.com, PIX11.com and WGNtv.com to drive audience engagement and revenue NEW YORK, November 20, 2014 - Taboola, the leading discovery platform, today announced an exclusive strategic partnership with Tribune Broadcasting, a subsidiary of the Tribune Media Company. Taboola’s personalized content recommendations now appear across 40 of Tribune Broadcasting’s cross-platform local television websites, including KTLA.com (Los Angeles), PIX11.com (New York), and WGNtv.com (Chicago), and in 80 of Tribune Broadcasting’s native mobile apps. Tribune Broadcasting will utilize Taboola’s technology to offer an array of additional content as well as create a new revenue stream from both sponsored and native content recommended to consumers. “As the largest independent station group in the U.S., we take great pride in providing our audience with the most interesting news and content across different platforms, and our partnership with Taboola is an extension of that ongoing mission,” said Devin Johnson, senior vice president of digital at Tribune Broadcasting. “Taboola has proven their leadership in discovery, and we’re very excited to work together in engaging our audience with even more, relevant content.” “We’re excited to participate in the new Tribune Broadcasting’s digital growth story.  They are building a stellar reputation for digital innovation and we’re thrilled that they’ve chosen us as their exclusive discovery partner,” said Adam Singolda, founder and CEO of Taboola. “We look forward to connecting people with content they may like and never knew existed, recommending high-quality articles, videos and slideshows to Tribune’s vast user base across the country.” The 40 Tribune Broadcasting sites included in the strategic partnership are local news-focused properties, including CBS, ABC, FOX, NBC, CW, and MyNetworkTV affiliates. With more than 46 million unique monthly visitors across their network of digital properties according to comscore, Tribune Broadcasting has a unique opportunity to generate revenue across their desktop and mobile properties with Taboola’s content discovery platform. About Taboola Taboola is the leading discovery platform, serving over 150 billion recommendations to over 400 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, FOX Sports, and The Weather Channel. Headquartered in New York City with R&D in Israel, Taboola also has offices in Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Tribune Broadcasting Tribune Media Company (OTC:TRBAA) is home to a diverse portfolio of television and digital properties driven by quality news, entertainment and sports programming. Tribune Media is comprised of Tribune Broadcasting’s 42 owned or operated local television stations reaching 50 million households, national entertainment network WGN America, available in 72 million households, Tribune Studios, and Tribune Digital Ventures, including the websites Zap2it and TVByTheNumbers, and Gracenote, one of the world’s leading sources of TV and music metadata powering electronic program guides in televisions, automobiles and mobile devices.  Tribune Media also includes Chicago’s WGN-AM, the national multicast networks Antenna TV and THIS TV. Additionally, the company owns and manages a significant number of real estate properties across the U.S. and holds other strategic investments in media. For more information please visit www.tribunemedia.com. #     #     # --- ### Penske Media Corporation Rolls Out The Red Carpet For Taboola, Adds Personalized Content Recommendations to Variety, TVLine and Deadline Sites URL: https://www.taboola.com/press-releases/penske-media-corporation-rolls-out-the-red-carpet-for-taboola-adds-personalized-content/ Last Modified: 2014-11-06 11:35:59 Taboola’s personalized content recommendations now across three PMC entertainment news sites on desktop and mobile to help boost engagement and increase revenue NEW YORK, November 6, 2014 - Taboola, the leading content discovery platform, today announced an exclusive, multi-year strategic partnership with Penske Media Corporation (PMC), a leading digital media and publishing company. Taboola’s personalized and relevant content recommendations are currently on three of PMC’s prime entertainment news desktop and mobile websites: Variety.com, TVLine.com and Deadline.com. Reaching more than 28 million consumers across all three digital properties each month, PMC is leveraging Taboola’s content discovery platform to help develop their audience, boost engagement, and generate revenue. “At PMC, we are always looking for unique ways of keeping our audience fully engaged while driving robust monetization for our content,” said Craig Perreault, SVP of Business Development at PMC. “Taboola’s discovery platform connects our users to high-quality content from around the web, including our premium websites, and we look forward to continue innovating with Taboola.” Variety, TVLine and Deadline serve as premier online destinations for entertainment news and are visited regularly by influential entertainment industry thought leaders and key decision makers as well as film and television insiders and fans. By integrating Taboola’s content discovery platform, which indexes over five million pieces of content, PMC has the opportunity to further serve and develop their audience, increase user engagement, and generate revenue. The Taboola/ PMC partnership will likely influence the way many Americans discover content. According to a 2014 report conducted by the Media Insight Project, an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research, 58 percent of 18-29 year olds and 46 percent of 30-39 year olds say they follow news about entertainment and celebrities. As mobile traffic grows, so do news consumption trends, adding significance to the mobile aspect of this partnership. Among all adult Americans surveyed, 78 percent of smartphone owners used a cell phone to consume news the week before the survey while 73 percent of tablet owners used a tablet to access news within the same time frame. “We’re honored to be partnering with such an iconic entertainment publisher as PMC and to work with the teams at Variety, TVLine and Deadline on connecting people with content they may like but never knew existed,” said Adam Singolda, founder and CEO of Taboola. “We look forward to helping them grow their audience and together, unlocking the full potential of Content Marketing.” About Taboola Taboola is the leading discovery platform, serving over 150 billion recommendations to over 400 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Time, Business Insider, Chicago Tribune, FOX Sports, and The Weather Channel. Headquartered in New York City with R&D in Israel, Taboola also has offices in Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Penske Media Corporation (PMC) Penske Media Corporation (PMC) is a leading digital media, publishing, and information services company founded in 2003. PMC engages with thriving audiences across the web, television, mobile, print and social media – reaching more than 140 million consumers monthly (comScore, 2014), and was recently named one of the Top 100 Private Companies in the United States & North America. With the preeminence of its brands, PMC is one of the largest digital media companies in the world, publishing more than 22 digital brands, including an extensive joint venture in India with ZEE TV, as well as more than 50 annual events/conferences and a dynamic research and emerging data business. PMC brands include PMC Studios, WWD, Footwear News, M, Deadline.com Variety magazine, Variety.com, CricketCountry.com, HollywoodLife, Beauty Inc, ENTV, India.com, Movieline, TVLine, BGR, AwardsLine, @hollywood, LA411, NY411, Young Hollywood Awards, The Style Awards, and Breakthrough of the Year Awards. The company is headquartered in Los Angeles, California and 11 offices around the world. #     #    # --- ### Taboola Hits Landmark Achievement – Reaches More U.S. Desktop Users Than Facebook, Google Sites, Yahoo, and AOL, According to comScore URL: https://www.taboola.com/press-releases/taboola-hits-landmark-achievement-reaches-more-u-s-desktop-users-than-facebook-google/ Last Modified: 2014-10-16 12:12:30 Taboola now reaches over 86% of U.S. Internet audience on desktops according to September 2014 Report by comScore NEW YORK, October 16, 2014 - Taboola, the leading content discovery platform, announced today that it now reaches more U.S. Internet users on desktop than Facebook, Google sites, Yahoo, and AOL, according to comScore, a global leader in digital measurement and analytics. comScore’s findings were reported in monthly rankings of Distributed Content, Ad Focus, and Top 100 Properties for September 2014. This is the first time that Taboola has been included in comScore’s Distributed Content category report and positions the company as one of the largest networks in America, as well as the largest in the content recommendation/ discovery space. “This month’s comScore data is another step in our journey to provide brands, publishers and marketers meaningful scale and ROI, while connecting users with information they may like and never knew existed,” said Adam Singolda, founder and CEO of Taboola. “We look forward to continuing providing our valued partners with the ability to both target and find scale, surfacing content in front of 86 percent of America’s Internet audiences.” Highlights from comScore’s September reports show that Taboola now reaches more U.S. desktop users than Facebook, Google sites, Yahoo, and AOL with 86.2 percent reach. News about Taboola’s breakthrough comScore ranking comes after an exciting summer including the acquisition of programmatic advertising technology company Perfect Market, the launch of a strategic partnership with Yahoo! JAPAN, and Deloitte’s announcement naming Taboola as the fastest growing technology company in Israel. Taboola currently serves over 150 billion recommendations to over 400 million unique visitors every month across the Web and in mobile apps. About Taboola Taboola is the leading discovery platform, serving over 150 billion recommendations to over 400 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Time, Business Insider, Chicago Tribune, FOX Sports, and The Weather Channel. Headquartered in New York City with R&D in Israel, Taboola also has offices in Pasadena, London, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. #     #     # --- ### Taboola Brings Native To Programmatic With Acquisition of Perfect Market URL: https://www.taboola.com/press-releases/taboola-brings-native-to-programmatic-with-acquisition-of-perfect-market/ Last Modified: 2014-08-04 08:49:50 New powerful programmatic advertising solution called “Taboola-X” will enable Taboola to provide publishers with a “one-stop-shop” for full page monetization, Taboola’s expected annualized run-rate post acquisition to reach $250M NEW YORK, August 4, 2014 - Taboola, the leading content discovery platform, today announced that it has acquired Perfect Market, a leading provider of digital publishing software solutions for driving traffic, engagement and revenue. Taboola’s expected annualized run-rate post-acquisition will reach approximately $250M. By combining Perfect Market’s programmatic advertising technology with Taboola’s global, industry-leading content distribution and monetization capabilities, Taboola will create a world-class content discovery platform that provides publishers with a “one-stop-shop” for full page monetization across all platforms. The new programmatic offering will be called “Taboola-X,” and will enhance Taboola’s existing paid-content offering. “Early on, we identified a need by publishers for a consolidated solution, including both native placements in-feed and programmatic. Perfect Market has put together an impressive team as well as created superior programmatic technology, and together, we’ve teamed up to provide publishers with innovative solutions to help streamline all content and revenue efforts,” said Adam Singolda, founder and CEO of Taboola. “With Taboola-X and the introduction of full page monetization opportunities, publishers will be able to drive even stronger monetization results across all platforms with Taboola, and drive an exciting ROI back to content and journalism.” The acquisition supports Taboola and Perfect Market’s shared mission to help publishers engage consumers as well as generate revenue. The combined solution will provide publishers with the ability to monetize IAB (Interactive Advertising Bureau) standard size ad units on their websites by delivering the right sponsored message to users in real-time. Magna Global projects that U.S. programmatic ad spending will reach $9.8 billion this year. Globally, Display is projected to grow to $51.8 billion with overall Internet advertising spend reaching $121 billion. The Perfect Market transaction, Taboola’s first acquisition, will help to accelerate programmatic native advertising growth overall in the market. “It’s no secret that Taboola delivers amazing revenue for their publishers, all while providing top-notch customer service,” said Julie Schoenfeld, CEO at Perfect Market. “We’re honored to be working with a company that is growing at warp speed and we’re excited to join forces with Taboola to help even more publishers in the market by expanding our product offerings to mid-market publishers for the first time.” Headwaters MB, an investment banking firm, advised Perfect Market on the transaction. About Taboola Headquartered in New York City, with R&D in Israel and offices in London and Bangkok, Taboola is the leading content discovery platform. Taboola serves over 150 billion content recommendations to over 400 million unique visitors every month on the Web's most innovative publisher sites, including USA Today, The Huffington Post, Time, and The Weather Channel. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Perfect Market Perfect Market, Inc. is the leading provider of digital publishing software solutions for driving traffic, engagement and revenue. Its products and services are utilized by over 200 premium publishers, including the Chicago Tribune, NBC News, Cox Media, CNBC, Abrams Media, and Business Insider. Perfect Market’s primary product offering is the Digital Publishing Suite, a comprehensive set of tools that address content recirculation, social discovery, search engine optimization, on-site promotions and ad optimization. Perfect Market also offers Audience Development Consulting Services for publishers looking to further enhance our software solutions. Perfect Market has 25 employees (that team will continue to manage the programmatic business), and is headquartered in Pasadena, California, with offices in New York City, San Francisco and Bangalore, India. #     #     #  “The CMO's Guide to Programmatic Buying," AdAge, May 19, 2014, http://adage.com/article/digital/cmo-s-guide-programmatic-buying/293257/.  “Internet Ad Spend To Reach $121B In 2014, 23% of $537B Total Ad Spend, Ad Tech Boosts Display,” TechCrunch, April 7, 2014, http://techcrunch.com/2014/04/07/internet-ad-spend-to-reach-121b-in-2014-23-of-537b-total-ad-spend-ad-tech-gives-display-a-boost-over-search/. --- ### Taboola Chosen by NBC Sports Digital for Exclusive Partnership To Boost Website Engagement and Monetization URL: https://www.taboola.com/press-releases/taboola-chosen-by-nbc-sports-digital-for-exclusive-partnership-to-boost-website-engagement-and/ Last Modified: 2014-06-24 10:37:03 NEW YORK, NY, June 24, 2014 - Taboola, a leading content discovery platform, today announced an exclusive, multi-year strategic partnership with NBC Sports Digital, a division of the NBC Sports Group. NBC Sports Digital will implement Taboola’s personalized content recommendations across 16 of their websites, including NBCSports.com, GolfChannel.com, Rotoworld.com and local NBC Sports Regional Network sites, among others. The move will enable NBC Sports Digital to provide a more engaging experience for their audience, while increasing page views and generating revenue. “We are fully committed to improving the NBC Sports user experience, and our newfound partnership with Taboola is an extension of that endeavor,” said Mark Ruzomberka, Digital Business Development Manager at NBC Sports. “We appreciate Taboola’s dedication to finding dynamic, personalized content recommendations that keep our users engaged.” All 16 websites included within the strategic agreement are premier digital sports destinations, with many offering 24/7 news coverage and extensive live-event streaming to sports fans in the U.S. Taboola will help with this effort by delivering a seamless integration of customized content recommendations to users based on an algorithm that examines context, browsing history, collaborative filtering, geographic location, and social media trends. Taboola averages over 130 billion content recommendations to over 350 million unique visitors each month. “We’re thrilled to partner with such a highly-respected media company like NBC Sports Digital, and this collaboration marks a significant milestone in our efforts to help major sports and entertainment companies grow their audiences and boost traffic,” said Adam Singolda, founder and CEO of Taboola. “We look forward to connecting the world’s extensive sports community to high-quality content they may like but never knew existed.” About Taboola Headquartered in New York City, with R&D in Israel and offices in London and Bangkok, Taboola is the leading content discovery platform. Taboola serves over 130 billion recommendations to over 350 million unique visitors every month on the Web's most innovative publisher sites, including USA Today, The Huffington Post, Time, and The Weather Channel. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About NBC Sports Digital A division of the NBC Sports Group, Emmy Award-winning NBC Sports Digital offers sports fans 24/7 news coverage, extensive live-event streaming, and complementary coverage of many of the properties within NBC Sports Group’s unparalleled collection of media rights across web, mobile and tablets. NBC Sports Digital includes NBCSports.com, NBCOlympics.com, GolfChannel.com, the digital assets of NBC Sports Regional Networks and Rotoworld.com, among others, as well as a collection of apps that includes NBC Sports Live Extra, NBC SportsTalk and NBC Olympics Highlights and Results. NBC Sports Group and Yahoo! Sports, through a content and promotional partnership, rank No. 1 in traffic among all sports digital properties. Through its SportsTalk strategy, NBCSports.com provides fans with quick, frequently-updated news and information with a unique perspective. The division’s live streaming portfolio includes some of the most-watched and most-trafficked events of all time, including Sunday Night Football on a weekly basis, Super Bowl XLVI, Stanley Cup Playoffs and Final, Premier League and the 2012 London Olympic Games, for which NBCOlympics.com earned an Emmy. --- ### Taboola Strikes a Strategic Partnership with Yahoo! JAPAN To Launch Content Discovery Business In Japan URL: https://www.taboola.com/press-releases/taboola-strikes-strategic-partnership-yahoo-japan-launch-content-discovery-business/ Last Modified: 2014-06-04 08:44:39 NEW YORK, NY, June 4, 2014 - Taboola, a leading content discovery platform, today announced its strategic partnership with Yahoo! JAPAN, the largest Internet company in Japan and a global digital market leader. “Yahoo! Content Discovery” will be the name of a new service that will leverage Taboola’s advanced technology to offer personalized and relevant content recommendations to hundreds of high quality publisher partner sites of Yahoo! News. This strategic collaboration establishes Content Discovery as a new monetizing category and a traffic booster for Yahoo! News and its partners. The partnership with Taboola will be elevated by Yahoo! News building a groundbreaking and scalable recommendation business for the Japanese market, as well as bringing huge value to Japanese consumers on desktop and mobile by helping them discover interesting content from the site they are on, as well from the around the Web. Yahoo! News, which reports 8.5 billion page views per month, is scheduled to distribute the Yahoo! Content Discovery technology to its Yahoo! News partner publishers, from September, 2014. The integration is expected help increase engagement across Yahoo! News’s entire network of publishers. “We are extremely happy to have built an alliance with a wonderful company like Taboola,” said Hiroshi Kataoka, vice president of Yahoo! News. “By providing this service to our publishers with Taboola’s help, we will unite hundreds of our participating publisher partners, and allow users to discover interesting content between multiple websites.” Taboola’s technology uses advanced mathematical algorithms that examine context, browsing history, collaborative filtering (similar to Amazon product recommendations), geography, and social media trends to predict what content a specific user may want to consume next. Taboola’s platform currently serves over 130 billion content recommendations every month to over 350 million people. “We’re extremely excited to share our vision with Yahoo! News of connecting people around the world with content they may like but never knew existed,” said Adam Singolda, founder and CEO of Taboola. “We believe that ‘Discovery’ has become a new global advertising category and we’re thrilled by the media giant’s great confidence in our technology and humbled by the opportunity to have Taboola’s technology and products soon available to the Japanese market.” About Taboola Headquartered in New York City, with R&D in Israel and offices in London and Bangkok, Taboola is the leading content discovery platform. Taboola serves over 130 billion recommendations to over 350 million unique visitors every month on the Web's most innovative publisher sites, including USA Today, The Huffington Post, Time, and The Weather Channel. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Yahoo! JAPAN * All the Yahoo! News noted in this press release refers to the news service operated in Japanese language by Yahoo Japan Corporation.  URL:   http://news.yahoo.co.jp Yahoo! JAPAN, operated by Yahoo Japan Corporation, is a leading Internet brand and one of the most trafficked Internet destinations in Japan. Yahoo! JAPAN seeks to provide online products and services essential to users’ lives, and offers a full range of tools and marketing solutions for businesses to connect with Internet users in Japan. Yahoo! JAPAN is headquartered in Tokyo, Japan. --- ### Taboola Inks Deal With NDTV Convergence To Lead Content Discovery In India URL: https://www.taboola.com/press-releases/taboola-inks-deal-ndtv-convergence-lead-content-discovery-india/ Last Modified: 2014-05-21 09:37:35 NEW YORK, NY AND BANGKOK, THAILAND, May 21, 2014 - Taboola, the leading content discovery platform, today announced its partnership with NDTV Convergence Limited, which manages and operates all the new media initiatives of the NDTV Group. Powered by Taboola, NDTV’s website and mobile properties will now offer personalized and relevant content recommendations to their 40 million unique visitors each month to help develop their audience and generate revenue. NDTV Convergence Limited does in excess of half a billion page views a month across all its digital properties including mobile and will be one of the biggest Indian publishers utilizing Taboola’s technology since the company opened operations in Bangkok last December. “We are committed to providing our audience with the best possible user experience and that includes recommending valuable content that they will find interesting,” said Suparna Singh, CEO of NDTV Convergence. “We chose Taboola because of their wide array of high-quality content and their commitment to help us grow our audience and keep them engaged without compromising any editorial standards.” Taboola’s platform serves over 130 billion content recommendations to over 350 million unique visitors every month across the Web and in mobile apps. Their technology uses an algorithm that examines several factors including user behavior, metadata, collaborative filtering, geography, and social media engagement to predict what content a specific user may want to consume next. “NDTV is one of the most respected news networks in the world, and we’re thrilled about this strategic partnership to connect their sizeable 40 million unique users with content they may like but never knew existed,” said Adam Singolda, founder and CEO of Taboola. “NDTV is clearly invested in high-quality content and our newfound relationship is a testament to our ability to deliver a content discovery tool that benefits both publishers and users.” About Taboola Headquartered in New York City, with R&D in Israel and offices in London and Bangkok, Taboola is the leading content discovery platform. Taboola serves over 130 billion recommendations to over 350 million unique visitors every month on the Web's most innovative publisher sites, including USA Today, The Huffington Post, Time, and The Weather Channel. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About NDTV Convergence NDTV Convergence Limited, the digital arm of the NDTV Group, exploits the synergies between television, internet and mobile. NDTV Convergence runs all the websites of the group including the flagship  www.ndtv.com. The NDTV Convergence portfolio also includes the NDTV news Apps on iOS and Android platforms and also all the groups mobile initiatives including m.ndtv.com, a one-stop shop for news and infotainment content on the go and mobile content partnerships across telecom operators in India. --- ### Gruppo Editoriale L’Espresso Digital Selects Taboola As Strategic Partner To Dramatically Change The Way Italians Discover Content URL: https://www.taboola.com/press-releases/gruppo-editoriale-lespresso-digital-selects-taboola-as-strategic-partner-to-dramatically/ Last Modified: 2014-04-23 11:12:29 NEW YORK, Apr. 23, 2014 - Gruppo Editoriale L’Espresso, a premier digital publishing group in Italy, is changing the way their audience discovers digital content with a strategic partnership with Taboola, a leading content discovery and distribution platform. Taboola’s personalized and relevant content recommendations will first appear on Italy’s leading online news website, Repubblica.it, before rolling out to all other Gruppo Editoriale L’Espresso digital properties. As part of the partnership, the companies will also join forces to bring content discovery to the Italian marketplace working with other national and local publishers. “This partnership with Taboola is an extension of our commitment to bring the most interesting, high-quality, and valuable content to our audience,” said Pier Paolo Cervi, general manager at Gruppo Editoriale L’Espresso Digital. “Taboola’s technology is the most advanced, comprehensive solution on the market, and we are now better equipped to engage our audience as a result of this collaboration.” Taboola’s content recommendation platform uses an algorithm based on several factors including a user’s browsing history, contextual data, collaborative filtering, and social media trends to try to predict what content users may be interested in consuming next. Gruppo Editoriale L’Espresso plans to harness Taboola’s technology to drive their audience to view more video content. “Gruppo Editoriale L’Espresso is one of the most respected media publishers in the European market, and this is an exciting step in the execution of our international strategy,” said Adam Singolda, founder and CEO of Taboola. “We’re thrilled about this alliance and our mutual pledge to bring content discovery and deeper engagement with digital audiences to Italy.” About Taboola Headquartered in New York City, with R&D in Israel and offices in London and Bangkok, Taboola is a leading content distribution and discovery platform. Taboola serves over 3 billion daily recommendations to over 300 million monthly visitors on the Web's most innovative publisher sites, including USA Today, The Huffington Post, Time, and The Weather Channel. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About Gruppo Espresso Gruppo Espresso publishes the national daily newspaper la Repubblica and the weekly magazine l'Espresso. Through its subsidiaries it also publishes 18 local daily newspapers, broadcasts three national radio stations (including Radio Deejay) and has one TV network. L’Espresso also operates in the internet sector and collects advertising for the Group publications and also for some third-party publications. Chairman is Carlo De Benedetti and company’s CEO is Monica Mondardini. The Espresso group has organized its activities into five business divisions: Publishing, Radio, Television, Advertising, and Digital. In 2013 the Espresso Group had revenues of 711.6 million euros, an EBITDA of 63.5 million euros and a net income of 3.7 million euros. --- ### StepLeader Partners with Taboola, Reports Mobile App Monetization Growth 200% Over Mobile Display Banners URL: https://www.taboola.com/press-releases/stepleader-partners-with-taboola-reports-mobile-app-monetization-growth-200-over-mobile/ Last Modified: 2014-01-08 11:15:54 NEW YORK, Dec. 19, 2013 - Taboola, the world's leading content distribution and discovery platform, announces the launch of its mobile API today, an innovative product that empowers publishers to quickly integrate Taboola in native mobile environments, resulting in immediate revenue. By making available an extension of its discovery engine in the form of an API, released earlier this year, publisher partners are able to render Taboola’s content recommendations in non-desktop environments, including native apps, mobile websites, and connected TVs. Taboola and StepLeader, an industry leader in mobile app development and mobile advertising for local media jointly announce integration of this API into more than one hundred mobile apps to help publishers capitalize on the growing mobile trend.  The result is the first native app deployment of Taboola across both Android and iOS platforms The collaboration places Taboola’s content recommendations into native mobile apps by top publishers such as Fox Television Stations, Capitol Broadcasting Company, ComCorp USA, Cowles California Media, News-Press Gazette, Midwest Television and Titan TV Broadcast Group. Veterans of traditional display advertising in apps, StepLeader sought new ways to increase the value of their apps while still adding value to the end user.  The sponsored content recommendations from Taboola deliver on both, exceeding mobile banner CPMs by over 200 percent and CTRs by over 400 percent. “We are constantly searching for the best way to generate exciting monetization opportunities for our partners, and bridge the gap between mobile audience growth and mobile revenue,” said Matthew Davis, Director of Product Marketing at StepLeader. “Taboola has successfully delivered a high-quality, scalable solution, and the results have exceeded our expectations.  We look forward to further collaborating and innovating together.” Mobile traffic is growing 1.5 times per year and is expected to constitute 25 percent of Internet traffic this year, according to a recent report published by Kleiner Perkins Caufield Byers. Twenty percent of Taboola’s recommendations, over 20 billion recommendations in November, are already served in mobile environments, and the company intends to continue to innovate within mobile. “We’re thrilled to partner with StepLeader and offer millions of users a consistent and native discovery experience in apps, establishing an exciting revenue opportunity without showing a single banner,” said Adam Singolda, founder and CEO of Taboola. “We believe users should have an orthodox experience that is tailored to the environment where they consume content, whether that is on a large screen, mobile browser or in apps. We’re very excited about the opportunity to help publishers, app developers, brands, and marketers to unlock the potential of their content wherever users may like it.” About Taboola Headquartered in New York City, with R&D in Israel and offices in London and Bangkok, Taboola is the world's leading content distribution and discovery platform. Taboola serves over 3 billion daily recommendations to over 300 million monthly visitors on the Web's most innovative publisher sites, including USA Today, The Huffington Post, Time, and The Weather Channel. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. About StepLeader Located in downtown Raleigh, StepLeader formed in 2004 when it developed the nation’s first news app for local media. Today, the company offers solutions and thought-leading expertise to help trusted content producers deliver their stories across mobile apps, mobile websites and smart TV apps. StepLeader provides advertisers with transparent access to a nationwide audience, delivering more than 400 million ads monthly. StepLeader has a proven track record of quality return-on-investment for its partners including Scripps Television Station Group, Fox Television Stations, Morgan Murphy Media, News-Press & Gazette Company (NPG) and Capitol Broadcasting Company. Learn more at http://www.stepleaderdigital.com. --- ### Taboola Brings its Content Recommendation Platform to the Asia-Pacific Market URL: https://www.taboola.com/press-releases/taboola-brings-its-content-recommendation-platform-to-the-asia-pacific-market/ Last Modified: 2013-12-29 10:27:22 NEW YORK, Dec. 9, 2013 /PRNewswire/ -- Leading content distribution and monetization platform, Taboola, announced today that it has launched operations in APAC to serve publishers, brands, and content marketers in the Asia-Pacific region. The company has opened an office in Bangkok, headed by Mr. Ran Buck, former Business Development Executive at IBM, and inked agreements with leading publishers and content providers, including Hindustantimes.com, Zeenews.india.com, cricketcountry.com, Bollywoodshaadis.com, Bollywoodlife.com, Health India, BGR, and others. "Our top priority is providing our web site visitors and loyal readers with content that interests them," said Paras Sharma, Sr. Manager - Marketing at Hindustantimes.com. "We chose Taboola because it helps us deliver a great content discovery experience for our readers and also provides a premium monetization opportunity, tapping into content marketing budgets by introducing our 10M+ monthly visitors to content from around the web that they may like." "We are excited to be bringing our content discovery platform to an even wider global audience,  connecting publishers and content creators across the Asia-Pacific region with their undiscovered targeted audiences," said Taboola Founder & CEOAdam Singolda. "We're seeing a very positive response from top publishers who want to enable content discovery on their sites, and we look forward to sharing more exciting news in the upcoming weeks." About Taboola Headquartered in New York City, with R&D in Israel and offices in London and Bangkok, Taboola is the world's leading content distribution and discovery platform. Taboola serves over 3 billion daily recommendations to over 300 million monthly visitors on the Web's most innovative publisher sites, including USA Today, The Huffington Post, Time, and The Weather Channel. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter. --- ## News Item ### Answers, Please: Taboola Expands Its DeeperDive Engine Worldwide URL: https://www.taboola.com/news-items/answers-please-taboola-expands-its-deeperdive-engine-worldwide/ Last Modified: 2026-04-13 14:43:56 --- ### Fly Me To The Moon: Publishers Draw Readership Surge With Artemis II Coverage URL: https://www.taboola.com/news-items/fly-me-to-the-moon-publishers-draw-readership-surge-with-artemis-ii-coverage/ Last Modified: 2026-04-13 14:44:42 --- ### Google wants search to die URL: https://www.taboola.com/news-items/google-wants-search-to-die/ Last Modified: 2026-03-19 19:13:01 --- ### EXCLUSIVE: Taboola Taps Ex-Amazon Exec Krishan Bhatia as its first Chief Business Officer URL: https://www.taboola.com/news-items/exclusive-taboola-taps-ex-amazon-exec-krishan-bhatia-as-its-first-chief-business-officer/ Last Modified: 2026-03-19 19:10:56 --- ### With AI backlash building, marketers reconsider their approach URL: https://www.taboola.com/news-items/with-ai-backlash-building-marketers-reconsider-their-approach/ Last Modified: 2026-03-19 18:54:23 --- ### Bad Bunny Buzz: Music Star Dominates Super Bowl Engagement URL: https://www.taboola.com/news-items/bad-bunny-buzz-music-star-dominates-super-bowl-engagement/ Last Modified: 2026-03-19 18:52:56 --- ### Almost Human AI: GenAI-Created Ads Did As Well In Study As Those Created By People URL: https://www.taboola.com/news-items/almost-human-ai-genai-created-ads-did-as-well-in-study-as-those-created-by-people/ Last Modified: 2026-03-19 18:50:56 --- ### How AI Can Match Performance Of Human Made Ads URL: https://www.taboola.com/news-items/how-ai-can-match-performance-of-human-made-ads/ Last Modified: 2026-03-19 18:49:55 --- ### AI ads that feel human drive stronger engagement URL: https://www.taboola.com/news-items/ai-ads-that-feel-human-drive-stronger-engagement/ Last Modified: 2026-03-19 18:45:42 --- ### Open Web Needs Its Own AI Interface in Next Revenue Chapter: Taboola’s Adam Singolda URL: https://www.taboola.com/news-items/open-web-needs-its-own-ai-interface-in-next-revenue-chapter-taboolas-adam-singolda/ Last Modified: 2026-03-19 18:44:43 --- ### LG Ad Solutions and Taboola link CTV reach to measurable performance URL: https://www.taboola.com/news-items/lg-ad-solutions-and-taboola-link-ctv-reach-to-measurable-performance/ Last Modified: 2026-03-19 18:41:06 --- ### Taboola partners with LG to bring TV performance ads to open web URL: https://www.taboola.com/news-items/taboola-partners-with-lg-to-bring-tv-performance-ads-to-open-web/ Last Modified: 2026-03-19 18:40:00 --- ### BuzzFeed Asia Adopts Taboola's DeeperDive Answer Engine URL: https://www.taboola.com/news-items/buzzfeed-asia-adopts-taboolas-deeperdive-answer-engine/ Last Modified: 2025-12-01 16:04:40 --- ### Halloween Witching Hour: Readership Surges For Related Topics, Products URL: https://www.taboola.com/news-items/halloween-witching-hour-readership-surges-for-related-topics-products/ Last Modified: 2025-10-30 18:54:11 --- ### Taboola, Paramount connect CTV ad opportunities to the open web URL: https://www.taboola.com/news-items/taboola-paramount-connect-ctv-ad-opportunities-to-the-open-web/ Last Modified: 2025-10-28 15:46:01 --- ### Taboola Builds On Publishing Partnerships To Deliver Inventory To Performance Advertisers URL: https://www.taboola.com/news-items/taboola-builds-on-publishing-partnerships-to-deliver-inventory-to-performance-advertisers/ Last Modified: 2025-10-21 19:59:57 --- ### Taboola partners with JOE Media Group to boost user engagement, initial success shows a 40% increase in ad revenue URL: https://www.taboola.com/news-items/taboola-partners-with-joe-media-group-to-boost-user-engagement-initial-success-shows-a-40-increase-in-ad-revenue/ Last Modified: 2025-10-08 13:48:44 --- ### Taboola Realize Drives Performance Outcomes for Advertisers Such as Tripadvisor, Philips Home Appliances & Ovo Energy URL: https://www.taboola.com/news-items/taboola-realize-drives-performance-outcomes-for-advertisers-such-as-tripadvisor-philips-home-appliances-ovo-energy/ Last Modified: 2025-10-05 08:58:46 --- ### It's the end of the internet as we know it URL: https://www.taboola.com/news-items/its-the-end-of-the-internet-as-we-know-it/ Last Modified: 2025-07-21 13:43:21 --- ### Levi's And Converse Score Readership Gains With LGBTQ+ Campaigns URL: https://www.taboola.com/news-items/levis-and-converse-score-readership-gains-with-lgbtq-campaigns/ Last Modified: 2025-06-16 10:29:20 --- ### Taboola CEO talks launching generative AI search engine for publishers URL: https://www.taboola.com/news-items/taboola-ceo-talks-launching-generative-ai-search-engine-for-publishers/ Last Modified: 2025-06-12 09:45:46 --- ### Gannett launches generative AI tool to answer readers’ biggest questions URL: https://www.taboola.com/news-items/gannett-launches-generative-ai-tool-to-answer-readers-biggest-questions/ Last Modified: 2025-06-11 11:31:34 --- ### Exclusive: Taboola launches gen AI search engine for publishers called DeeperDive URL: https://www.taboola.com/news-items/exclusive-taboola-launches-gen-ai-search-engine-for-publishers-called-deeperdive/ Last Modified: 2025-06-11 11:28:42 --- ### Gannett Uses Taboola DeeperDive To Answer Reader Questions URL: https://www.taboola.com/news-items/gannett-uses-taboola-deeperdive-to-answer-reader-questions/ Last Modified: 2025-06-11 09:35:16 --- ### Gannett And Taboola Offer Display Inventory Via New Realize Platform URL: https://www.taboola.com/news-items/gannett-and-taboola-offer-display-inventory-via-new-realize-platform/ Last Modified: 2025-04-23 10:59:44 --- ### Easter Egg Hunt: Families Spending More On Holiday, Are Searching For Candy URL: https://www.taboola.com/news-items/easter-egg-hunt-families-spending-more-on-holiday-are-searching-for-candy/ Last Modified: 2025-04-18 11:21:38 --- ### How Performance Marketers Are Dealing with Diminishing Returns on Social Media Articles URL: https://www.taboola.com/news-items/how-performance-marketers-are-dealing-with-diminishing-returns-on-social-media-articles/ Last Modified: 2025-04-14 13:30:38 --- ### Social media ad spend returns are diminishing—and brands must adapt URL: https://www.taboola.com/news-items/social-media-ad-spend-returns-are-diminishing-and-brands-must-adapt/ Last Modified: 2025-04-09 13:24:31 --- ### New Study Reveals Nearly 75% of Performance Marketers Are Experiencing Diminishing Returns on Social Media Ad Spend; Over 50% Expand Into Additional Channels Beyond Social URL: https://www.taboola.com/news-items/how-to-stop-diminishing-returns-in-performance-media/ Last Modified: 2025-04-08 10:51:46 --- ### How To Stop Diminishing Returns In Performance Media URL: https://www.taboola.com/news-items/how-to-stop-diminishing-returns-in-performance-media-2/ Last Modified: 2025-04-03 10:58:02 --- ### Men’s March Madness Averages 9.4 Million Viewers With 3 Games Left URL: https://www.taboola.com/news-items/mens-march-madness-averages-9-4-million-viewers-with-3-games-left/ Last Modified: 2025-04-02 11:09:31 --- ### Taboola targets a $55 billion opportunity as it moves beyond content recommendation widgets URL: https://www.taboola.com/news-items/taboola-targets-a-55-billion-opportunity-as-it-moves-beyond-content-recommendation-widgets/ Last Modified: 2025-02-26 09:51:24 --- ### Line Will Use Taboola To Deliver Recommendations URL: https://www.taboola.com/news-items/line-will-use-taboola-to-deliver-recommendations/ Last Modified: 2025-02-24 10:19:24 --- ### For Each Measurement Provider, Super Bowl LIX Delivered Strong Ratings URL: https://www.taboola.com/news-items/for-each-measurement-provider-super-bowl-lix-delivered-strong-ratings/ Last Modified: 2025-02-12 10:07:56 --- ### Super Bowl Metrics: The Eagles Drew Big Increase In Advance Readership URL: https://www.taboola.com/news-items/super-bowl-metrics-the-eagles-drew-big-increase-in-advance-readership/ Last Modified: 2025-02-10 10:06:27 --- ### UK News Publisher Reach Renews Partnership With Taboola URL: https://www.taboola.com/news-items/uk-news-publisher-reach-renews-partnership-with-taboola/ Last Modified: 2025-01-31 10:05:25 --- ### Axios AM URL: https://www.taboola.com/news-items/axios-am/ Last Modified: 2024-12-31 12:53:16 --- ### Elon Musk's headline dominance squeezes other CEOs URL: https://www.taboola.com/news-items/elon-musks-headline-dominance-squeezes-other-ceos/ Last Modified: 2024-12-31 09:52:30 --- ### Top Of The Page Views: The Election Was The Leading Topic In 2024 URL: https://www.taboola.com/news-items/top-of-the-page-views-the-election-was-the-leading-topic-in-2024/ Last Modified: 2024-12-12 12:50:25 --- ### Elon Musk dominates list of top businesspeople in the news URL: https://www.taboola.com/news-items/elon-musk-dominates-list-of-top-businesspeople-in-the-news/ Last Modified: 2024-12-06 09:53:17 --- ### WeatherBug To Use Taboola For Three More Years URL: https://www.taboola.com/news-items/weatherbug-to-use-taboola-for-three-more-years/ Last Modified: 2024-12-04 11:43:01 --- ### Taboola Extends Weather Channel Partnership For 3 Years URL: https://www.taboola.com/news-items/taboola-extends-weather-channel-partnership-for-3-years/ Last Modified: 2024-11-13 11:20:08 --- ### The Election Orbit: Publishers And Brands Saw Record Traffic URL: https://www.taboola.com/news-items/the-election-orbit-publishers-and-brands-saw-record-traffic/ Last Modified: 2024-11-07 11:18:45 --- ### N.Y. Yankees-L.A. Dodgers World Series Was The Most Watched In 7 Years URL: https://www.taboola.com/news-items/n-y-yankees-l-a-dodgers-world-series-was-the-most-watched-in-7-years/ Last Modified: 2024-11-01 17:35:04 --- ### Halloween Hysteria: Consumers More Engaged With The Holiday This Year URL: https://www.taboola.com/news-items/halloween-hysteria-consumers-more-engaged-with-the-holiday-this-year/ Last Modified: 2024-10-30 17:31:41 --- ### Taboola is looking to compete with Google and Facebook for small-business clients using a new generative AI tool for ad campaigns URL: https://www.taboola.com/news-items/taboola-is-looking-to-compete-with-google-and-facebook-for-small-business-clients-using-a-new-generative-ai-tool-for-ad-campaigns/ Last Modified: 2024-10-15 12:43:17 --- ### Trump, Harris And Swift Dominated Publisher Traffic On Tuesday URL: https://www.taboola.com/news-items/trump-harris-and-swift-dominated-publisher-traffic-on-tuesday/ Last Modified: 2025-09-07 12:08:35 --- ### Kamala Harris Overtakes Donald Trump as Top News Topic, Tech Firm Reports URL: https://www.taboola.com/news-items/kamala-harris-overtakes-donald-trump-as-top-news-topic-tech-firm-reports/ Last Modified: 2024-07-31 16:17:17 --- ### After an extraordinary run of political news, interest in the presidential election is perking up URL: https://www.taboola.com/news-items/after-an-extraordinary-run-of-political-news-interest-in-the-presidential-election-is-perking-up/ Last Modified: 2024-07-31 16:16:07 --- ### HR is just ‘scratching the surface’ of what AI can do, leaders say URL: https://www.taboola.com/news-items/hr-is-just-scratching-the-surface-of-what-ai-can-do-leaders-say/ Last Modified: 2024-07-30 16:13:13 --- ### Media rebounds on seismic news cycle URL: https://www.taboola.com/news-items/media-rebounds-on-seismic-news-cycle/ Last Modified: 2024-07-28 14:01:28 --- ### Outage-Related Coverage Generates High Number Of Publisher Page Views URL: https://www.taboola.com/news-items/outage-related-coverage-generates-high-number-of-publisher-page-views/ Last Modified: 2024-07-19 14:00:01 --- ### Apple Strikes Deal With Taboola To Power Native Advertising URL: https://www.taboola.com/news-items/apple-strikes-deal-with-taboola-to-power-native-advertising/ Last Modified: 2024-07-16 13:58:52 --- ### Exclusive: Taboola to sell ads for Apple URL: https://www.taboola.com/news-items/exclusive-taboola-to-sell-ads-for-apple/ Last Modified: 2024-07-16 12:27:20 --- ### Unconventional paths to HR: From waitress to people leader URL: https://www.taboola.com/news-items/unconventional-paths-to-hr-from-waitress-to-people-leader/ Last Modified: 2024-07-10 16:18:02 --- ### Biden Dominated Publisher Pageviews After The Debate URL: https://www.taboola.com/news-items/biden-dominated-publisher-pageviews-after-the-debate/ Last Modified: 2024-06-30 12:48:47 --- ### Taboola To Help Sports Publisher NESN Provide Personalized Recommendations URL: https://www.taboola.com/news-items/taboola-to-help-sports-publisher-nesn-provide-personalized-recommendations/ Last Modified: 2024-06-25 12:46:19 --- ### Diversifying Media--Only 25% Of Advertisers Ready For Google Cookie Phaseout URL: https://www.taboola.com/news-items/diversifying-media-only-25-of-advertisers-ready-for-google-cookie-phaseout/ Last Modified: 2024-06-12 12:44:42 --- ### With Several Lopsided Games, Ratings For The 2024 NBA Finals Dropped URL: https://www.taboola.com/news-items/with-several-lopsided-games-ratings-for-the-2024-nba-finals-dropped/ Last Modified: 2024-06-02 12:45:27 --- ### Trump Dominated Publisher Page Views Last Week: Report URL: https://www.taboola.com/news-items/trump-dominated-publisher-page-views-last-week-report/ Last Modified: 2024-05-31 12:43:55 --- ### Foundry Chooses Taboola To Fuel Digital Content URL: https://www.taboola.com/news-items/foundry-chooses-taboola-to-fuel-digital-content/ Last Modified: 2024-05-29 12:41:58 --- ### Taboola will Fuel Content Recommendations on a360media Sites URL: https://www.taboola.com/news-items/taboola-will-fuel-content-recommendations-on-a360media-sites/ Last Modified: 2024-05-15 12:41:03 --- ### Taboola Offers Advertisers A Way To Reach A Subset Of Premium Publishers URL: https://www.taboola.com/news-items/taboola-offers-advertisers-a-way-to-reach-a-subset-of-premium-publishers/ Last Modified: 2024-04-24 12:40:14 --- ### Taboola expands into Canada with Exclusive Deal with Postmedia URL: https://www.taboola.com/news-items/taboola-expands-into-canada-with-exclusive-deal-with-postmedia/ Last Modified: 2024-01-23 10:25:55 --- ### Taboola Expands Into Canada Through a Deal with Postmedia URL: https://www.taboola.com/news-items/taboola-expands-into-canada-through-a-deal-with-postmedia/ Last Modified: 2024-01-23 10:23:02 --- ### With The Success Of Peacock, Expect More Playoff Games To Be Streamed URL: https://www.taboola.com/news-items/with-the-success-of-peacock-expect-more-playoff-games-to-be-streamed/ Last Modified: 2024-01-18 12:23:09 --- ### Dry January Trend Analysis Reveals Non-Alcoholic Gin as an Emerging Star URL: https://www.taboola.com/news-items/dry-january-trend-analysis-reveals-non-alcoholic-gin-as-an-emerging-star/ Last Modified: 2024-01-18 12:22:01 --- ### The Most Popular News Stories of 2023 Revealed URL: https://www.taboola.com/news-items/the-most-popular-news-stories-of-2023-revealed/ Last Modified: 2023-12-13 14:16:41 --- ### The Most-Read News Stories Of 2023 URL: https://www.taboola.com/news-items/the-most-read-news-stories-of-2023/ Last Modified: 2025-09-07 12:07:22 --- ### With Concerns About Brand Safety, More Advertisers Have Left X URL: https://www.taboola.com/news-items/with-concerns-about-brand-safety-more-advertisers-have-left-x/ Last Modified: 2023-12-07 11:00:53 --- ### Taboola renews with NBCU News Group URL: https://www.taboola.com/news-items/taboola-renews-with-nbcu-news-group/ Last Modified: 2023-11-28 14:26:34 --- ### AMC stock extends winning streak to 5 days, boosted by Taylor Swift concert movie URL: https://www.taboola.com/news-items/amc-stock-extends-winning-streak-to-5-days-boosted-by-taylor-swift-concert-movie/ Last Modified: 2023-10-12 13:34:16 --- ### Taboola Looks Forward To $1B In Annual Revenue From Yahoo Partnership URL: https://www.taboola.com/news-items/taboola-looks-forward-to-1b-in-annual-revenue-from-yahoo-partnership/ Last Modified: 2025-09-07 12:06:20 --- ### Taboola expects its 30-year Yahoo deal, now live, to boost annual revenue by $1B URL: https://www.taboola.com/news-items/taboola-expects-its-30-year-yahoo-deal-now-live-to-boost-annual-revenue-by-1b/ Last Modified: 2023-10-04 15:13:34 --- ### The NFL (And Travis Kelce) Is Benefitting From The Taylor Swift Effect URL: https://www.taboola.com/news-items/the-nfl-and-travis-kelce-is-benefitting-from-the-taylor-swift-effect/ Last Modified: 2023-10-03 15:15:03 --- ### Web Publisher Advance Local Signs Multi-Year Pact With Taboola To Drive Content URL: https://www.taboola.com/news-items/web-publisher-advance-local-signs-multi-year-pact-with-taboola-to-drive-content/ Last Modified: 2025-09-07 12:09:27 --- ### Taboola And Gannett Extend Content Partnership For Five Years URL: https://www.taboola.com/news-items/taboola-and-gannett-extend-content-partnership-for-five-years/ Last Modified: 2025-09-07 12:09:57 --- ### Enough with pumpkin spice already URL: https://www.taboola.com/news-items/enough-with-pumpkin-spice-already/ Last Modified: 2023-09-19 15:52:49 --- ### Taboola Takes AI Into Bidding To Advance Performance URL: https://www.taboola.com/news-items/taboola-takes-ai-into-bidding-to-advance-performance/ Last Modified: 2025-09-07 12:10:30 --- ### Marketing Winners and Losers of the Week URL: https://www.taboola.com/news-items/marketing-winners-and-losers-of-the-week-2/ Last Modified: 2023-06-09 16:05:40 --- ### Heading To The Finals, NBA Playoff Viewing Is Surging URL: https://www.taboola.com/news-items/heading-to-the-finals-nba-playoff-viewing-is-surging/ Last Modified: 2023-05-26 16:04:27 --- ### Next James Bond favourite tops Tom Hardy and Henry Cavill in popularity with UK fans URL: https://www.taboola.com/news-items/next-james-bond-favourite-tops-tom-hardy-and-henry-cavill-in-popularity-with-uk-fans/ Last Modified: 2023-05-25 16:08:13 --- ### Taboola Stats: Super Bowl LVII Topics Attracting Fans URL: https://www.taboola.com/news-items/taboola-stats-super-bowl-lvii-topics-attracting-fans/ Last Modified: 2023-02-10 02:46:53 --- ### February 2023 Issue: 2023 Foodservice Report URL: https://www.taboola.com/news-items/february-2023-issue-2023-foodservice-report/ Last Modified: 2023-02-07 02:45:08 --- ### Taboola Tests AI-Based Ad-Creation Tool In Beta URL: https://www.taboola.com/news-items/taboola-tests-ai-based-ad-creation-tool-in-beta/ Last Modified: 2023-02-02 02:44:21 --- ### Time Out To Collaborate With Taboola In Multiyear Deal URL: https://www.taboola.com/news-items/time-out-to-collaborate-with-taboola-in-multiyear-deal/ Last Modified: 2022-12-13 02:43:09 --- ### Yahoo’s Moolah For Taboola; The New Social Butterfly URL: https://www.taboola.com/news-items/yahoos-moolah-for-taboola-the-new-social-butterfly/ Last Modified: 2022-11-29 02:37:58 --- ### 'Creative Dealmaking': What Yahoo's Stake in Taboola Says About Ad Tech's Next Phase of M&A URL: https://www.taboola.com/news-items/creative-dealmaking-what-yahoos-stake-in-taboola-says-about-ad-techs-next-phase-of-ma/ Last Modified: 2022-11-29 02:37:09 --- ### YAHOO TAKES MINORITY STAKE IN TABOOLA AS PART OF AD DEAL URL: https://www.taboola.com/news-items/yahoo-takes-minority-stake-in-taboola-as-part-of-ad-deal/ Last Modified: 2022-11-29 02:35:32 --- ### Yahoo gets 25% stake in Taboola as part of long-term advertising deal URL: https://www.taboola.com/news-items/yahoo-gets-25-stake-in-taboola-as-part-of-long-term-advertising-deal/ Last Modified: 2022-11-28 02:42:01 --- ### A scale story: TechCrunch’s parent company links up with Taboola URL: https://www.taboola.com/news-items/a-scale-story-techcrunchs-parent-company-links-up-with-taboola/ Last Modified: 2022-11-28 02:40:57 --- ### Yahoo Becomes Taboola's Largest Shareholder, Enters Exclusive 30-Year Commercial Agreement URL: https://www.taboola.com/news-items/yahoo-becomes-taboolas-largest-shareholder-enters-exclusive-30-year-commercial-agreement/ Last Modified: 2022-11-28 02:39:36 --- ### Yahoo and Taboola sign “30-year” exclusive ad agreement URL: https://www.taboola.com/news-items/yahoo-and-taboola-sign-30-year-exclusive-ad-agreement/ Last Modified: 2022-11-28 02:38:42 --- ### Yahoo Takes Minority Stake in Ad Network Taboola URL: https://www.taboola.com/news-items/yahoo-takes-minority-stake-in-ad-network-taboola/ Last Modified: 2022-11-28 02:34:39 --- ### Inflation-Related Articles Take Backseat To Gift Giving, Data Shows URL: https://www.taboola.com/news-items/inflation-related-articles-take-backseat-to-gift-giving-data-shows/ Last Modified: 2022-11-25 02:33:47 --- ### How Consumers Could Spend on Black Friday URL: https://www.taboola.com/news-items/how-consumers-could-spend-on-black-friday/ Last Modified: 2022-11-22 02:31:26 --- ### Dragons, Elves and Geeky Kids: TV Characters to Dominate Halloween Costume Purchases URL: https://www.taboola.com/news-items/dragons-elves-and-geeky-kids-tv-characters-to-dominate-halloween-costume-purchases/ Last Modified: 2022-10-24 02:29:25 --- ### MARKETING WINNERS AND LOSERS OF THE WEEK URL: https://www.taboola.com/news-items/marketing-winners-and-losers-of-the-week/ Last Modified: 2022-09-30 02:27:41 --- ### Taboola Claims Free 'Wallpaper' Service Will Drive 500M Visits To Sites, Bypassing Search Engines URL: https://www.taboola.com/news-items/taboola-claims-free-wallpaper-service-will-drive-500m-visits-to-sites-bypassing-search-engines/ Last Modified: 2022-08-31 21:30:42 --- ### New Taboola feature fights fake news on social media URL: https://www.taboola.com/news-items/new-taboola-feature-fights-fake-news-on-social-media/ Last Modified: 2022-08-31 21:28:57 --- ### Is It Time for Streaming Video to Play Moneyball? URL: https://www.taboola.com/news-items/is-it-time-for-streaming-video-to-play-moneyball-2/ Last Modified: 2022-08-29 02:24:06 --- ### Retailers Struggle to Read Consumer Signals for Q4 URL: https://www.taboola.com/news-items/retailers-struggle-to-read-consumer-signals-for-q4/ Last Modified: 2022-08-23 21:26:40 --- Generated: 2026-08-01 02:16:56 UTC